Advertisement of Nestle EveryDay

Advertisement of Nestle Everyday Muhammad Siddique Faizan Butt Ahmed Ali Abrar Ziarat Sarah Javaid Maryum Khadija Manzoor

Executive summary Our Group has worked on advertisement of Nestle Every day. We worked to form an effective executable advertising plan for our brand. We used DAGMAR approach while setting the objectives and communicate our message to target audience through various tactics mentioned. We also set different objective of advertising for everyday, which include attractive ads, creating awareness our innovative product design, through this attractive ad we can enhance our sales and attract different types of people whether they live in home or away. We apply different strategies to hold existing as well as other consumers of our brand through additional new flavors and attractive packaging. We use different tactics to grab the consumer attention and attraction through advertising campaign in different places and organize different events through on the wall and off the wall media to make campaign successful. We can enhance our product in different northern areas and Baluchistan, we can collaborate with Lipton and supreme tea, and also use celebrity endorsement in our advertisement. (Ahmed Ali)

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The advertising Plan: The advertising plan consists of the following main elements:     

How the product can meet consumer needs How the product will be positioned in the ads Copy themes Specific objectives of each ad Number and sizes of ads

DAGMAR Approach to setting objectives: A marketing approach used to measure the results of an advertising campaign. DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps:  Awareness - making the consumer aware that the product or company exists.  Comprehension - letting the consumer know what the product is used for  Conviction - convincing the consumer to purchase the product  Action - getting the consumer to actually make the purchase 2 | Page

(Maryum)

Objectives of advertising for Nestle Everyday:  Main objective is to enhance the brand image of Nestle Everyday through powerful positioning using creative ads and creating awareness of the tic tac (tablet) package of everyday as well as a new flavored tea whitener. Mainly, it would enhance its image as being a more convenient product for instant usage and portability.  Effective and informative advertising campaigns leading to impulse sales to encourage greater frequency and quantity of usage. (comprehension)  Convert other brand users to Everyday users and also communicate to the non-users of tea whiteners (conviction)  Make steady customers out of occasional ones (conviction)

Strategies: Our strategy will be to hold the existing users of nestle everyday as well as convert the non users or the users of other brands to our product by “Announcing a special reason for buying now”. 1. Firstly, it would be an addition of new flavors which are ginger and cardamom, which would boost up the interest of 3 | Page

consumers to try it. As people will have a new image of the product other than traditional tea whitener, it would add a great deal of experiencing new flavors. 2. Secondly, introducing a new packaging of Nestle everyday in our ads. Other than the packets and sachets being previously used, the new addition will consist of a more portable and instant package – the tic tac pack. This would be the tablet form of everyday hence facilitating instant usage and can be easily carried everywhere. 3. Positioning strategy will reflect the image of Nestle every day as a home based product with creative ads designed in home environment as a perfect cup of “ MAA K HAATH KI CHAI”. 4. Moreover, the tic tac package will be advertised in hostels and office settings where students and people who work will be portrayed missing their mother’s cup of tea and finding everyday as a perfect alternative. 5. Advertising will include sales promotions i.e. For 1kg pack we will offer 20 Lipton tea bags, similarly for 400g pack we will offer 10 Lipton tea bags for free. (Sarah Javed)

Tactics:  Advertising campaign: A new advertising campaign will be launched for the users and non-users of everyday to make people aware of the updated every day products. For this purpose the new flavored will be used during the campaigns as a tester in sampling programs so that people can try it. Campaign can

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be conducted in colleges and universities, and public places like parks or even in events.  Geographical Coverage: As earlier groups suggested that Nestle Everyday should be marketed in the rural as well market or we can say that more populated cities and villages should also be targeted for advertisement like KPK and Baluchistan should also be that part of our campaign mainly major cities of each of them to make more people aware about our brand and provide our product and enhance our brand awareness and image by trials and other media advertisement and our brand should not be lemmatized to the urban zone.

 Co-branding: In the ads, Nestle Everyday can be co-branded with Lipton tea by having a contract with Lipton and it will be part of our coming campaign. For 1kg pack we will offer 20 Lipton tea bags, similarly for 400g pack we will offer 10 Lipton tea bags for free.

 Celebrity endorsements: We will use celebrity endorsements in our ad to make them more attractive. Mainly, local celebrities will be a part of it.  Ad Settings and theme:

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Our ads will be basically family oriented, as this new everyday tea whitener will set its positioning in customers minds as “MAA K HAATH KI CHAI”. These ads will be created in homes showing an image of a home based product. Some of the ads will be made in hostels and offices for the males who miss their homes and live or work away from their homes. (Khadija Manzoor)

Tactics to develop and execute our campaign through different advertising sources (On & Off the Wall Media): Sources of advertising Nestle Everyday:  Channels (media): We will use different mediums either used in the past to create awareness in the market place. Billboards, TV ads, radio ads will be our major consideration. Television Commercials: 6 | Page

Television ads will be major part of our campaign, as we are going to launch a new ad (Mentioned at the end with new idea family oriented) of our brand to increase consumption and we have to work more on its ads in winters as a seasonal factor. We will do heavy advertising in the period from November to March. And will focus and advertise our brand in the morning shows by

sponsoring morning programs.

Sponsoring Morning Shows with Sanam Jung:

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RADIO ADVERTISEMENT: In radio advertisement we will follow the same theme as that in television advertisement but with brand name in the start to capture and make a flow in our message and brand we are advertising and we will try to deliver our brand on the radio especially at early mornings. Radio is also main media to make aware maximum number of people and radio will help us to reach more people that of rural areas they are in more accustomed to listen radio on daily basis. BILLBOARDS: To enhance awareness and target those segments which we didn't targeted in the past we will be there and suggest the sales and promotions and others working on IMC to go with trials to capture markets and make positioning of our brand with POD's that of our Nestle image and its consistent quality providing since three decades in our country and will be an edge in our advertising and ease to aware all with trials as nestle everyday has done it once than by comparing nestle to other all (Nestle Everday v/s Other milk powder) through a small cabin in different strategic location of each city we would like to take the same idea in billboards it 8 | Page

will not only help in making awareness but with trials our brand sale will also flourish. Other than strategic locations of each city main highways will be also source for us reach maximum number of people.

Nestle Everyday as in collaboration with Airlines, Railways and Hotels: Nestle Everyday with its new flavors and taste will be in consideration of maximum consumers and to reach them we will use maximum possible ways. People traveling through airlines railways will have a glance of everyday pamphlets to reach upper middle all and for people staying in hotels restaurants during their journey. E-Advertising:

E-Advertising is also a tool organizations are using to enhance their approach toward customers and we will also add our ad in social media like that in Facebook, Twitter and similar. It will help us to use Web 2.0 and get valuable feedback of our customers and there complains and one of our team is working on it. We will 9 | Page

use our strategies and objectives in E-advertising (our campaign through social media as well) through tactics mentioned. (Muhammad Siddique).

Off the Wall media: We can use painted vehicles to advertise our product. Buses, trucks and cars are completely decorated with Everyday printed wrappers wrapped around the vehicles. We can also use blimps for advertising especially in parks and beach to grab the attention of the people. (Ahmad Ali)

Our Commercial story line: A commercial starts with a husband is sitting on a chair and reading newspaper and suddenly he saw his wife coming out of room and she’s looking so pretty that husband stands up and came near to her wife to admire her that how is she looking. But suddenly husband smells something good and he got pulled by that smell which was coming from kitchen. When he reached there he saw his mother making Everyday tea. He sits with his mother and enjoys the tea. While his wife still waiting for him to come and admire her. “Maa Key hath ki chai” (Faizan Butt) 10 | P a g e

Opportunities:  Nestle Everyday can be co-branded with Lipton tea by having a contract with Lipton.  Increasing demand for healthier milk as a whole in which Nestle Everyday will probably have an edge with its company image since along.  To get market share in rural areas as well through our campaign.

Challenges:  Some new communication activities (advertisements, radio ads, print media) are required for Nestle Everyday as more tea is consumed in winters.  Acceptance from new consumers.  It’s a challenge to gain a market share in rural areas anyhow how they are in more habit to have liquid milk. (Abrar Ziarat)

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