A PROJECT OF ADVERTISING & SALES PROMOTION

Advertising Plan Write-up

On

Halla
Dairy Milk Products

Submitted to: Submitted by:

INSTITUTE OF ADMINISTRATIVE SCIENCES UNIVERSITY OF THE PUNJAB

Introduction
Halla Milk is a product of Halla factory which was established in March, 1989 under the governing body of Idara-e-Kissan, a non-governmental farmer organization established in 1983 under a bilateral agreement between Islamic Republic of Pakistan and Federal Republic of Germany through their representative organizations i.e., Livestock and Dairy Development, Government of Punjab and GTZ (German Agency for Technical Assistance). The aim of Idara-eKissan is to increase in the income of small landless livestock keepers in the irrigated Punjab through improvements in livestock production. Halla Milk has a privilege to be the first ever fresh dairy milk in Pakistan introduced by Idara-eKissan. Halla is a fresh milk, with no chemicals or powder, which is being collected by hundred of workers from villages of District Kasoor and Okara. Quality based collected milk is then pasteurized and packed in a hygienic state at Pattocki Livestock Production Plant. For a long time, there was no second competitor of Halla. During that time it grabbed a major part of the market, whereas, Halla is facing a strong competition at present.
Producing the advertising plan for Halla, a background research is conducted as a situation analysis to find out the features of Halla Dairy Products liked by consumers and the brand personality of the Halla. The research followed the typical procedure of research methodology and results are shown. Questionnaire used in research is shown in appendix. Collected data is used to develop the advertising plan for Halla. Part of the situation analysis, a SWOT analysis conducted to find the strengths, weaknesses, threats and opportunities for the Halla Dairy Products and extract the key opportunities to advertise for Halla. Furthermore, advertising objectives are defined which depict our goal which we have to achieve through using advertising. The target population was clearly defined as the part of key strategic decisions. Then the competitive advantages of Halla Dairy Products which can be use to highlight in

the advertising campaign of Halla were found by analyzing the fresh dairy milk industry. In the end the brand personality and positioning of Halla was defined and analyzed.

Situation Analysis
(Research & Reviewing current state)

Background Research:
Purpose of the Study:
To find out the brand personality and positioning in the minds of customers against the dairy milk features provided by competitors, in order to make advertising focused. The research would specifically; a) Realize the public image of the brand Halla. b) Discover those features of Halla Milk which are admired by consumers against the features provided by competitors.

The Research Design

This is an explanatory research that intends to find out the scope of advertising for Halla Milk and to see its image in the minds of consumers as well as consumers response towards it. And to find out on which lines advertising should go. The table summarizes the basic format of this
research.

Research Method Research Technique Research Objective

Survey Self administered questionnaire Exploratory research to find scope of advertising for

Halla Milk
Halla Dairy Products (Idara-e-Kissan)

Sources of Information

Sampling
The population of our study was the users of Halla Milk. A non probability convenience sampling was used to draw the sample from population. 30 users were sampled.

Data Collection
Questionnaires were administered by the researchers in the field. All the questionnaires were returned filled by the respondents.

Results:
Percentages of the respondents were determined who responded in a certain manner. Results are as follows. Questions (1) Options (a) Halla (b) Adams (c) Gourmet (d) Nurpur (a) Daily (b) Quiet Often (c) Sometimes (d) Rarely Responds 15 8 5 2 8 2 16 4 Percentages (%) 50.00 26.67 16.67 6.67 26.67 6.67 53.33 13.33

(2)

(3)

(4) (5)

(a) Pure (b) Fresh (c) Easy Availability (d) All of above (a) Taste (b) Quality (c) Nutrition (a) Price (b) Quality (c) Taste (a) Yes (b) No

7 12 3 8 10 18 2 20 9 1 3 27

23.3 40 10 26.67 33.3 60 6.67 66.67 30 3.33 10 90

(6)

Data Analysis and results:

30 questionnaires were administered between individual users. In which, 50% says that Halla is the best dairy milk in Pakistan, 26 % says its Adams, 16% for Gourmet and 6 % for Nurpur. From these users, 53% individuals use Halla Milk sometimes while 13% use rarely. In the view of 40 % respondents, Halla Milk is different from other competitors as it is nearest to fresh milk; 23% talk about its purity; 10% for easy availability & reach; and 26% says that all of the above are the unique benefits of Halla Milk. 60% individuals say they like quality of Halla Milk, 33% vote for the taste. 67% individual users ranked the price as their 1st preference and 30% ranked the taste as their 1st preference. 90% respondents didnt see any ad of Halla Milk in any media but on the other hand only 10% users remember the ads of Halla Milk from some media.

Current State:
Halla Milk has a privilege to be the first ever fresh dairy milk in Pakistan introduced by Idara-eKissan. Halla is a fresh milk, with no chemicals or powder, which is being collected by hundred of workers from villages of District Kasoor and Okara. Quality based collected milk is then pasteurized and packed in a hygienic state at Pattocki Livestock Production Plant. For a long time, there was no second competitor of Halla. During that time it grabbed a major part of the market, whereas, Halla is facing a strong competition at present.

Till now, Halla Milk is not into any proper advertising. The reason for not advertising its dairy milk is that, it has a advertising budget constraints as it is product of Idara-e-Kissan which is non-profit organization; moreover, it has a fixed number of customers who already know about the name of Halla Milk. An informal advertising is done through the workers collecting milk from farm houses and they are having uniforms and vehicles with the logo of Halla Milk. Another way of informal advertising is through informative brochures, banners and posters. The quality of Halla Milk is the advertising of itself. Because of its quality, taste, freshness, and easy availability in its target market, a positive word of mouth has been created and that word of mouth is another source of informal advertisement.

SWOT Analysis:
Strengths: First ever dairy milk in Pakistan. Fresh and pure milk with no chemicals or powder. Strong Brand Name.

Providing highest quality with lowest price. Cover areas that other competitors dont. Giving better price of milk to milk producers. Profits are being invested on the welfare of small landless livestock keepers.

Weaknesses: No proper advertisement is done.

Opportunities: Print and Multimedia Advertisement. Continuous improvement in product features. To expand its target market. To improve its packaging.

Threats: Aggressive entry of any big competitor like Adams with better dairy milk products. New regulations. Load shedding creating major problem for milk storage.

Key Strategic Decisions

`

Advertising Objectives:
As mentioned in opportunities for advertising, Halla Milk has crossed conviction stage and its time to build the brand identity and personality, so the advertising objective will be;

To promote brand identity, personality and position by the end of year 2009.

Target Audience:
Our target audience will be households, fruit juice shop owners, sweet makers and all types of dairy milk users. Demographically it will include people of almost all ages. Geographically, our target market will be Lahore and Islamabad further expanding to other major cities of Pakistan. Since we are not attracting people, we are just making a reminder so target audience consists of larger number of people, not only few specific people.

Competitive Advantages:
Halla is oldest dairy milk in Pakistan. Halla provides all the related dairy milk products like butter, cheese, yogurt and juices as well. Halla is the only dairy milk (among its competitors) that gives highest quality with lowest prices. Halla Milk is almost nearest to fresh milk.

Brand Personality & Positioning:

Halla Milks image as a brand in the minds of customers i.e., a brand that is effective in its product features and one can trust on it. This is not just a claim, as 50% dairy milk customers said so.

Its positioning against the competitors is that people prefer Halla as it provides higher quality and more freshness as compared to its competitors i.e., Adams & Gourmet. However, Halla is facing a competition from Adams and Gourmet. This was one of the findings of our research as 50% of the respondents replied that they prefer Halla against Adams (26%) and Gourmet (16%). This also shows the dominant position of Halla against its competitors. The purpose of this advertising campaign is to develop and reinforce the current positioning of Halla Milk based on its strong features against its competitors. Those features include that Halla is dairy milk which is nearest to fresh, pasteurized, providing highest quality & taste at comparatively low prices against its competitors.

Implementation:
For the implementation of this campaign, there will be a specific division in the marketing department of Halla. These people will be responsible for detailing each and every part of the execution of the plan and for designing different tactics and schedule. We have covered these schedules in detail in the next few pages under the head of media strategy. The implementation will also include that to which advertising agency we will be dealing with.

Evaluation:
After the advertising plan will successfully be implemented it will be evaluated on the bases of how well the advertising plan meets its objectives. But in our case it is not implemented yet. But we plan to evaluate it. This will be done with the help of different kinds of research. And we will also find out that how strong the relationship between sales growth and advertisement expenditures is?

Advertising Budget:
Determining the advertisement budget is not a part of advertising plan for TCS. It will be a part of budget plan.

Since TCS is advertising for the first time so we cant use historical method for budgeting because we dont have previous years spending on advertising. Neithr can we use competitive method because our competitors are not advertising also. So we plan to use Percentage-of-Sales-Method for advertising in which for the first year we will allocate 15 to 20 % of our sales for the advertising. After that it will depend on our evaluation of the relationship between sales growth and advertising expenditures.

The Creative Strategy:

A message strategy has been developed for each and every individual ad. In all the ads, there will be a lesser participation of the body copy because of the reason that our objective for advertising is to keep reminding the customers about our brand name and logo only. Most of the people already know about Halla milk so only attractive headlines and subheads will be enough for the purpose. Only magazine ad will contain the element of body copy because magazine readers are usually serious readers they wont get bored by reading some details. The body copy for the magazine ads will be a Straight Line copy in nature. The ads for TCS sentiments will be carrying a message with emotional appeal or soft-sell approach. And the ads for TCS logistics will be focusing more on features of the services (logical appeal). Because target audience for logistics is business consumers so they might make a rational decision after comparing the features of different brands. So price-and-value appeal will be a better choice for such people. We will not use the signage or the road side posters because of the reason that we are just reminding periodically rather than making exclusive seasonal campaigns and because of an already strongly built brand awareness and image.

Print and Out-door Media:

Print and out door media is combined in one head because we will use the same ads alternatively on billboards and on news papers and other print media. This section will also include the informative brochures and the coupons that will be used for sales promotion. Following are the samples of what we have designed for print media.

Media Strategy
Halla is a brand that is at its maturity stage right now. And Halla is a market leader in the local market as it is first every dairy milk provider in Pakistan against its competitors like Adams and Gourmet. The target audience for Halla milk includes households, fruit juice shop owners, sweet makers and all types of dairy milk users. Halla does not require exclusive advertising campaigns because of two main reasons; first, they are at maturity stage (not growth where massive campaigns are required). Secondly; its competitors are not advertising much so Halla dont have to worry about reversing the advertising effects of competitors or for the share of voice.

Message Schedule:
Halla milk is already having a big market and lots of customers. All it needs to do now is to retain those customers and media schedule should be prepared by keeping this fact in mind. So Halla will advertise at regular intervals of time by the end of year 2009 to maintain continuity so that because of this continuity, its brand name and logo can be seen somewhere during the whole year which will make the customers to remember the brand (retention). And in this way Halla will not be completely out of scene. Similarly, for monthly plan, we will be advertising at the start of any month so advertising a bit earlier will help so that decision makers have Halla milk in mind or they take it into consideration before they use some other dairy milk. In this way we will attain those customers who will be willing to switch (market development).

Media to Be Used:
We were planning to go for few billboards, newspapers, & weekly magazines in print media. For broadcast we were planning to go for radio & TV. But for our learning point of view we are now making a plan to go for many vehicles of print and broadcast media. Reasons given for each action are assumed to be correct because actual reasons can only be obtained from media research services and we cant afford to use them.

Print Media:
News Paper:
Ads will be given in Jang news for Urdu news papers and Dawn News for English. The reason is, usually people buy Jang news because of its ads (e.g. ads for job), secondly serious readers prefer Dawn and business people are usually serious readers to get a know how of the current situations in the market. So by using these news papers we can reach our target audience. Frequency: Ads for Halla milk will be displayed on two consecutive days (Sunday & monday). One is weekend other is a working day. And this will be given on alternate months on the first continued week. Geographical Location: Major cities of Pakistan like Lahore, Karachi, Islamabad and Faisalabad where there are users of dairy milk.

Magazines:
Family Magazine and Akhbar-e-Jahan

Because the number of audience for above mentioned magazines is considerably high. Frequency: Once in two months

Geographical Location: wherever these magazines are distributed because same magazine is distributed everywhere.

Billboards (out of home):

Medium sized billboards will be used (About 15 20 feet). Copy heavy ads will be avoided to display on billboards. Frequency: For Lahore, round about 10 bill boards will be displayed in main areas like Gulberg, Model Town, Iqbal Town, Defense, Johar Town, Township, Ferozpur Road, Mall Road etc. Billboards will be there for two weeks three times a year. Geographical Location: Billboards will be displayed in main areas like Gulberg, Model Town, Iqbal Town, Defense, Johar Town, Township, Ferozpur Road, Mall Road etc.

Other Promotional Material:

Other promotional material like informative brochures about the new deals will be distributed to customer in our packages.

Broadcast Media:
Radio:
Radio ads will be on air on Hum FM, City FM and FM 103. We are using three channels because radio media is cheaper than other electronic Medias. These FM channels are the most popular over the Pakistan. Frequency: Ad will be on air on every morning from 8am to 11am for two weeks in a month on the one radio channel alternatively. On Hum FM, we will buy the space in the Top Ten Songs program because their audiences are greater in number. Geographical Location: Large metropolitan cities will be used as location for the ads.

Television:
News channels like Geo News, PTV and Hum TV will be used alternatively for Halla. We will try to use Geo News and PTV more because of the higher reach to our target audience. Frequency: On Geo news, we will be buying time check space of 9o clock news and on PTV we will use the time when drama serial will be on air at 8-9PM. Ad will be on air only once in the two weeks and will be depend on the occasions. Geographical Location doesnt matter in TV because there broadcast is same over the Pakistan.

QUESTIONNAIRE Respected Sir / Madam,

We are students of Master program at IAS, University of the Punjab, Lahore. The following questionnaire is required to be filled for partial fulfillment of a course entitled, Advertising and sales promotion. Your unbiased cooperation in this regard will be highly appreciated and will be considered a great contribution towards a purposeful research.

Name: ___________ 1. Which of the following is the best dairy milk in Pakistan? (A) Halla (B) Adams (C) Gourmet (D) Nurpur 2. How often do you use Halla milk? (A) Daily (B) Quiet often (C) Sometimes (D) Rarely

Age: ____________

3. How Halla milk is unique / different from other dairy milks? (A) More pure (B) More fresh and safe (C) Easy availability & Reach (D) All of Above 4. Which features of Halla milk do you like the most? (A) Taste (B) Quality (C) Nutrition (D) Other __________. 5. Please rank the following product features from 1 (most important) to 3 (Least important). (A) Price (B) Quality (C) Taste 6. Do you remember any ad of Halla from a billboard or newspaper or TV? (A) Yes (B) No