Have it..!

Have It..!
Advertisement & Promotion
PROJECT

Team:

tiya Noor
M. Usman
Gulfam Butt
Raza Ayub
Advertisement
&
Promotion
PROJECT
 Role of Media Plan
To Increase the equity by 10% all over the country during 2nd quarter of 2017.

Competitor Analysis
Have it..! Initially positioned itself against Have it..!, Dove because it is a body spray. Have
it..! previously not advertised because its a new launch in the market.

Geographics
Our Product is have it..! which geographically focuses on Pakistan and targets the main cities
like Lahore, Karachi, and Islamabad.

Demographics

The Have it..! consumer is a very well-defined. This consumer is primarily a young man,
with an age range between 18 -49 years, with features and a very definite lifestyle. Have it..!
has just begun to target women with their new product Anarchy, from ages 18-49. Adults
looking for a sexual attraction, which takes care to keep in shape, but does not care.

We could divide the HAVE IT..! target audience in two groups:

The first of these are the youngest group, aged between 18 -30 years. It is an audience that
has just entered the market of deodorants, is an undecided public, since it seeks no specific
deodorant. This is the time to take them away from competitors. They are men and
impressionable teenagers, and are seeking social recognition among women. Therefore
Have it..! deodorant is appropriate for this audience, because it offers more than just a
deodorant either.

Within this same age group, between 18 and 30 years, they are looking for recognition and
distinction within the young of the same age. Furthermore, the idea haunts them grow up and
stop acting like children. Have it..! gives them a sense of masculinity and this is reflected on
our advertising, through success with women. An independent youth that takes responsibility
as an adult would do.

At the other extreme is the target audience of 30 to 49 years, men. This audience has
different objectives but share common characteristics. This group focuses on ideals and
lifestyle completely different from the other groups of the same age. They seek the distinction
of men and for that turn to the values of masculinity and success with women. Their lifestyle
is based on the nocturnal and body worship. Have it..! deodorant for them is perfect,
because their advertising is directed at a man who likes the personal care of his body to
attract women.
 Marketing Mix
Product:

When you think of Have it..!, you automatically think of body spray and deodorant. This
means that we most certainly need to keep that identification of the brand. Also, the public is
unaware of the different scents that Have it..! provides for women as well. It no longer is a
mens brand, but has branched out to women as well. The reason for this is that Have it..!
usually has commercials that are aimed at men being desired by women because they use the
product. People immediately think it is a male brand.

The men have great hygiene which makes the women want to be around them or even want
to buy the product for their special someone. While Have it..! is targeting the strong
heterosexual males there is also some traction from the product-oriented "metrosexual"
segment (that) has helped build sales. And women buy Have it..!, too

Price:

The price range for Have it..! product is between Rs ????? to Rs ????.

Promotion:

Have it..! is using, Bill Board, Print and Television ads for its promotion. Have it..!, we are
using BTL activities to attract the customers.

Placement:

Have it..! will be available on almost every departmental or retail store.

 SEASONALITY

The Have it..! media plan will be held through the summer. In fact, during this period
Have it..! can emphasize on the message of hot summer of attraction to be relevant with
the brands positioning. It is moreover the period of holidays for all our target and deodorants
are more used during this period.

The months concerned by this plan are May, June, July and August and the weight of the plan
is the same for all these months. Indeed, the brand want to have a huge impact during all this
period, to create a new consumer behavior and to remain in the customers mind.

A tag line

??????
 MEDIA OBJECTIVES:
Target Audience Coverage
During the introductory periods of the media plan which will occur during the months of June
through August the company plans to reach 70% to 80% of the target audience.

In order to reach this audience the company will use promotions during these summer
months, print advertisements, and online advertisements. Since the target audience are
composed of vast ages using these various vehicles will help reach as many consumers as
possible. Using these many vehicles also allows the company to reach people in more than
one way.

In fact we plan to for the advertisements to be viewed on an average of 2 to 3 frequent

times. It is believed that running the media plan during the summer time, when people use
the most amount of deodorant, will boost sales from the amount of consumers reached.
 Media Habits Print

News paper Section

Media track monitor the all leading 60+ News papers from Karachi, Lahore, Islamabad,
Hyderabad and Multan. Media track Monitor all type of Ads including Classified, Notices,
and Job opportunity, Tender, Educational and Government Ads etc. For Magazines and
Digest media track scanned all type of advertisement. 50+ weekly / Monthly Magazines and
Digest monitor for this study. In the Year 2016 total spend on Pakistan Print media industry
was 11.10 Billion rupees (publications only). Rs 0.40 Billion Spend on Weekly and Monthly.
Men are most likely to read news and sports editions

Magazines
3%

Publications
97%
 Page type wise analysis

Based on spend

Back Inside
1%

Front Page
27%

Inside
Front Insie 54%
10%
Back Page
8%

City wise Spending

Hyderabad Islamabad Karachi Lahore

2%

30% 23%

45%
 Print Media

Jan
News
Release Position Size Spend
Papers Date Days
Back Page
3-Jan-16 581,700
Jang color
All over
Pakistan 24-Jan-16 Inside color 387,828
Sunday Back Page 18cmx3coloumn
Dunya 10-Jan-16 156,700
color
Front Page
Awaz Lahore 17-Jan-16 32,670
B&W
Total 1,158,898

Feb
News
Release Position Size Spend
Papers Date Days
7-Feb-16 Inside color 387,828
Back Page
Jang 14-Feb-16 581,700
All over color
Pakistan 28-Feb-16 Inside color 387,828
Sunday 18cmx3coloumn
Back Page
Dunya 21-Feb-16 156,700
color
Front Page
Awaz Lahore 21-Feb-16 32,670
B&W
Total 1,546,726

March
News
Release Position Size Spend
Papers Date Days
Back Page
6-Mar-16 581,700
color
Front Page
Jang All over 13-Mar-16 678,700
color
Pakistan Front Page
20-Mar-16 Sunday 18cmx3coloumn 678,700
color
Dunya 27-Mar-16 Inside color 115,000
Front Page
Awaz Lahore 6-Mar-16 32,670
B&W
Total 2,086,770
 April
News
Release Position Size Spend
Papers Date Days
10-Apr- Front Page
678,700
16 color
Jang
24-Apr- Back Page
All over 581,700
16 color
Pakistan
3-Apr-16 Sunday Inside color 18cmx3coloumn 156,700
Dunya 17-Apr- Front Page
209,000
16 color
17-Apr- Front Page
Awaz Lahore 32,670
16 B&W
Total 1,658,770

Total Cost 6,451,164

 Media Habits Television

TV Penetration in Pakistan

24% of households own simple antenna.

39% have cable connections.
Only 5% households have dish antenna and 0.2% has access to Broadband TV.

The Most Watched Time Band

6-9pm is the most preferred time band (65%) for watching TV.
10 PM to 12 AM is the second favorite recreational slot for population (43%).

TV Daily Reach

45% of the population watches TV every day.

In top 10 cities, 68% watch TV everyday as compared to 57% daily viewership in the
rest of urban cities.
In rural areas 36% watch TV daily.

TV Behavior Genre Preference

News and Drama at 61% and 60% respectively, are the top liked genre followed by
Religious programs at 35%.
Youth (aged 12 to 17) choose watching Drama, Music and Movie Channels.
All SECs preferred entertainment Channels followed by News Channels.
TV Behavior

35-55+ years target audience claim to watch ads during commercial break.
85% population own color TVs in top 10 cities vs. 79% in rest of urban cities. There
is 52% TV ownership in rural areas.
34% watched TV for 1-2 hours.
Daily TV Viewership:

75% over Pakistan.

82% in top 10 cities

78% in rest of urban cities

72% in rural areas

Genre Split in 2014

% Share of Advt. Minutes

RELIGIOUS,
1%
FOOD, 1%
KIDS, 2% HEALTH, 1%
SPORTS, 2%
MOVIES, 3%
MUSIC, 6%

NEWS, 44%

ENT, 41%
 Time Band Split 2013 & 2014

% Share of Advt. Minutes

Late Prime Dur Min Late

Night (00:00 -
Time (23:00 - 05:59), 11%
23:59), 6%

Morning
Prime Time Time (06:00 -
(19:00 - 22:59), 11:59), 16%
30%

After
Noon (12:00 -
16:59), 25%
Evening
Time (17:00 -
18:59), 11%

TVC

Geo News
Duration of Cost/Per
Month Rates Ad Frequency Days Day Total Cost
45 Sec 10
206,250 412,500 4,125,000
Jan
15
68,750 137,500 2,062,500
Feb 2 15
68,750 137,500 2,062,500
15 Sec
Mar 15
68,750 137,500 2,062,500
Apr 15
68,750 137,500 2,062,500
Total 12,375,000
 Ten Sports
Duration of Cost/Per
Month Rates Ad Frequency Days Day Total Cost
Feb 15
750 1,500 22,500
15 sec 2
April 30
750 1,500 45,000
Total 67,500

ARY Digital
Duration of Cost/Per
Month Rates Ad Frequency Days Day Total Cost
45 sec 5
45,000 90,000 450,000
Jan
2 10
15,000 30,000 300,000
15 sec
Feb 15
15,000 30,000 450,000
Total 1,200,000

HUM TV
Duration of Cost/Per
Month Rates Ad Frequency Days Day Total Cost
Feb 15 375,000
12,500 25,000
15 sec 2
Apr 15 375,000
12,500 25,000
Total 750,000
 PTV Sports
Duration of Cost/Per
Month Rates Ad Frequency Days Day Total Cost
45 sec 2 5 2,062,500
206,250 412,500
Feb
15 sec 10 15 10,312,500
68,750 687,500
45 sec 2 2 825,000
206,250 412,500
Mar
15 sec 8 10 5,500,000
68,750 550,000
Apr 15 sec 2 15 2,062,500
68,750 137,500
Total 20,762,500

Months Geo News Ten Sports ARY Digital HUM TV PTV Sports Spend
Jan 6,187,500 - 750,000 - -
6,937,500
Feb 2,062,500 22,500 450,000 375,000 12,375,000 15,285,000
Mar 2,062,500 - - - 6,325,000
8,387,500
Apr 2,062,500 45,000 - 375,000 2,062,500
4,545,000
Total 35,155,000
 BTL Activities

1. Sponsors Shows
-Provide Have it..! on the basics of Lucky draw on the basis of quiz session.
2. Activity like game shows in Colleges and universities..

On BTL Activities we spend Rs. 13,802,836.

Total Budget 90,000,000

Reserve 9,000,000
Reaming Balance -

Activities
TVC 35,155,000
Bill Board 24,150,000
Print 6,451,164
BTL 13,802,836
Total Cost 81,000,000