BTL Viral Advertisement Campaign

Forhans Toothpaste
Healthy Gums, Strong Teeth.

Forhans Advertisement Campaign

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Bilal Hamid (BBE537), Farhan Siddiqui (

), Waqas Ahmed (BBE/556)

Letter of Acknowledgement
26-March-2012

Dear Readers: We would like to take this opportunity to thank our instructor Miss Durya Hassan, our respected teacher, who made this report possible by providing his unconditional guidance and cooperation throughout the semester. We also wish to express our gratitude to all other people, who helped us in compiling this report by sharing their expertise, knowledge and experiences, without which this report would never have been possible. Once again we are thankful and look forward for such support in future.

Sincerely,

Bilal Hamid

Farhan Siddiqui

Waqas Ahmed

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Table of Contents
Page #
4 5 6 7 9 10

Topics
Introduction Toothpaste Market Segment & Competitive Situation Advertising and Promotion Trends & Consumer Behavior in Oral Hygiene Industry Advertising Strategy / Campaign for Forhans Toothpaste Components of Strategy Execution Strategy

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INTRODUCTION

About Forhan's:

Forhans Toothpaste is manufactured by Forhans (Pvt.) Limited, which is the consumer product manufacturing and marketing division of the Rangoonwala Group Pakistan. It produces and markets, cosmetics and a premium range of personal care products and has country wide distribution network and warehouses at key locations in Pakistan.

Forhans Toothpaste:

Forhans is medicated toothpaste helps in the cure of inflamed, bleeding and receding gums. Available in small, medium and large packaging and is one of the persistent and trusted brand in oral hygiene for more than two decades. Being one of the country's oldest toothpaste brands, in past, it acquired a larger market segment, comparing to the present but still holds brand loyalty in hard-sell and very competitive toothpaste market of today. Comprising of original formula of Dr. R.J. Forhan D..D.S., The product offers cure and prevention against oral problems, with the added advantage of breath freshness and teeth whitening.

Forhans Current Brand Equity:

Forhans, the non-foaming fluoride brand, was known as the "toothpaste created by a dentist" in the 1960's, but later lost its appeal following the entry of aggressive multinational companies, such as Colgate, etc. Today, Forhans has a notable heritage appeal but currently the brand stumbling on the blocks and requires investing significantly to re-position and make it contemporary, in such a highly competitive toothpaste market,

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Toothpaste Market Segment & Competitive Situation:

Toothpaste is one of the most dynamic segments of the oral care market. The frequency of product launches in existing segments of the market and genesis of new product segments contributes to continuous evolution of the toothpaste market. Increase in sales of oral hygiene products in major markets worldwide has largely resulted from growing awareness of hygiene and product innovation. According to the Gallup household Consumer Panel data the monthly penetration of toothpaste is around 60% in Urban Pakistan while that of tooth powder is around 15% whereas a small percentage of population also uses powder (manjan), linseed (sauf), elaichi, and miswak. These figures show that there is still a lot to cover by the oral care companies. According to a new Euromonitor report, the cosmetics and personal care markets had average annual growth rates of 14 per cent in Pakistan. Oral care market has following sector: Toothpaste, Toothbrushes, and Mouthwash. Pakistan is the 9th largest market with an estimate 180 million consumers. Currently the market is captured by one large MMC and a National firm, both accounted for 45% of the sales, but the new market players are keeping on emerging, even with new product trends. The Product specific market is distributed in three main segments, toothpastes with medicated remedies, toothpastes with Standard remedies with fluoride and calcium, and the toothpastes with Natural remedies, comprising of natural extracts of herbs, also small but growing segment of Children's Toothpastes. According to the market survey conducted, in toothpaste brands, the Colgate Is currently the market leader with its wide range of offering in all the above defined main segments and following it the Medicam toothpaste from Medicam Group of Companies is capturing the 2nd largest segment in the market. The competition among the different companies have always been ferocious with companies launching new products with new features regularly be it whitening toothpaste, mouth fresheners toothpaste or economic toothpaste. The market size and growth is expending as more and more people are getting awareness regarding their oral hygiene through media and marketing activities such as advertisement and promotion, change in lifestyles and values

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Product Categories:

Toothpaste brands are targeted at adults, kids, youth and older youth. Standard toothpaste without whitening effects or bicarbonate of soda is present in the market with cluster of local brands like natural and English toothpaste. Another category of competition in toothpaste includes brands marketed as number in number toothpaste and mouthwash, such as Close-up, Colgate Fresh Energy Gel, Colgate Max Crest Fresh, Aqua fresh. Other brand category serving in toothpaste Bicarbonate of sodas includes Colgate Active Salt, A1, MacLeans, Forhens. and soda white Toothpaste Specialist Includes toothpaste for sensitive teeth, for smokers, and childrens toothpaste includes Doctor Toothpaste, Sensitive, Colgate Kids toothpaste and Sensodyne toothpaste. A different segment of toothpaste serving as denture care toothpaste, which is included in the Denture Care category like Colgate Dental Cream, Medicam. The toothpaste merely focused on teeth whitening are another well known and foremost segment and includes brands like Shield, Sparkle English toothpaste. Cosmetic Toothpaste with a cosmetic effect, including toothpaste with whitening properties, such as Colgate Total plus Whitening toothpaste, herbal, Minto and Misvak toothpaste. The toothpaste brands mention here are categories wise most of them are serving high end to low end in the same category. The nature of problem were for the consumer point of view is same only difference lies in the income level or family size high end of need.

Advertising and Promotion Trends in Oral Hygiene Industry:

The Professional Recommendation Theme: The oral hygiene, especially in the case of Medicated Toothpastes, has been communicated in a very generic sort of advertisements, with the doctor - patient scenario where patient describing bad breath / yellowing teeth / tooth Sensitivity (hot and cold) and the doctor has been advising them one of those particular brands operating in this particular market segment. The reason for it is that the large number of population, according to the survey by Pakistan Dental Hygienist Association, is being suffering from Gingivitis and Xerostomia causing tooth sensitivity due to insufficient oral care and the resistance to concern Dentitions for the cure, on an average, hardly 3% of the people living in urban Pakistan visit their dentists regularly. And hence the medicated toothpastes with generic type of advertisements, communicating the most instant solutions! The other advertisement themes in Toothpaste segment used are

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Promise of Fresher Breath with Gender Relationship and Social status in focus, promoting Fresh Breath Is Irresistible. Whiter Teeth Theme with Customers Personality in focus. Preventive Care with Customers Oral Health in focus promoting Healthier Gum as Good Hygiene. Animated Characters in children oral segment with focus teaching good oral care from a young age.

The major type of media is used advertisements are TV commercials, and then the magazines and the Billboards as well. The promotional activities in Medicated Toothpaste segment include, Dental Professional Sampling and Incentives Free sampling with Trial Sizes in public sector Dental Hospitals (as a CSR activities) Public awareness campaigns regarding basic oral problems and right brushing technique through distribution of free brochures Seminars on Dental Health, for which recent example is three-day 10th International and 30th National Dental Congress organized by the Pakistan Dental Association (PDA) here at the Expo Centre. The theme of the congress, supported by Unilevers new dental brand Pepsodent, is A New Dental Era. Money-Back Guarantees Product merchandising / shelving in stores / shops at eye Impulse locations etc. Although the future of the oral care industry is not about trends, it`s about solutions, but currently as the media in the driving seat in shaping public opinion and consumer behavior, the advertisements of oral hygiene products are the major source for positive contribution in these products ROI.

Consumer Behavior Trend in Toothpaste Segment:

In toothpaste market the decision-making process for buying toothpaste is commonly regarded as low involvement action, i.e. the consumer is not willing to search for alternatives, purchases the easiest way while buying the familiar brand, and seeks not the optimal but only the satisfactory solution. As low Involvement priority observed while buying toothpaste the consumer might just be a passive receiver of information via television-advertisings or is not an active information seeker. Furthermore consumers have not developed strong brand awareness and in buying process the consumer has certain cognition of the toothpaste he or she wants to buy is a result of advertising or some form of learning, or previous buying experience. At some instant mostly in suburban areas the consumer has only small knowledge about the toothpaste; the decision will be influenced of low price or familiarity of the brand. After the purchase, the buyer will built up an attitude, whether the toothpaste meets his needs and requirements, such as taste or white teeth.
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Advertising Strategy / Campaign for Forhans Toothpaste:

Synopsis: Keeping in view the current Trends in Medicated toothpaste advertisements, as explained earlier in Advertisement trends, the most of the medicated toothpastes advertisements are mainly focusing on The Professional Recommendation Theme, to endorsing their claims and maybe also for the compliance of advertisement regulations. But we have tried to give a bit twist to medicated toothpaste on-going advertisement scenario by combining fun factor to it. Instead of serious advice of the professional we will communicate our target audience to act on their own will with motivation for adding fun food to their lives by treating their oral hygiene. We think that due to the span of time our target audience have already been educated regarding the basic oral hygiene and the use of medicated toothpaste for it, so therefore we want to took advantage of it by taking it one step further to skip the Professional Recommendation and replace now it with consumers own motivation for acknowledging the need for medicated toothpaste instead. Giving the touch of fun will also helps to uplift over tired product positioning of For hans in comparison with other competing brands, as well as help it to move towards the other consumer segments not priory addressed in medicated as well as regular toothpaste segment. Our overall approach is to replace Fear with Fun, as the fun is far better and effective vehicle to communicate the message then fear. And this trend may prevail in healthcare segment as well, because its been already being communicated through several Hollywood movies and other trend making platforms, too. And as they say Laughter is the Best Medicine!

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Components of Strategy (Karachi City): The strategy will include the following promotional mix: 1. Integrated Billboard Campaign at several prime city locations: The Buzz campaign shall be initiated for a week as part of the advertisement strategy, and then the complete message with company product and logo shall be communicated for the rest of the month. 2. Flip side (two-page) ads in Family Magazine: One time advertisement in major family magazines on the 3rd week of Billboard campaign execution. 3. Sponsorship fund: The sponsorships shall be given to product / industry related events. 4. CSR: A Cause Promotion campaign will be conducted at public dental care hospitals including free sampling and educational pamphlets for better oral hygiene, etc. Objective of advertisement: Brand Refresh: Branding at one point in time may no longer be true today. We change with time; markets change with time, and consumer preferences change with time. The face of competition is also constantly changing. Therefore one of the objectives is to refresh the brand image of Forhans from old brand to competitive dynamic brand. To Inform Target market: There are large numbers of target customers who are rather unaware of the brand of have forget about it, therefore it also our objective to inform / re-inform the target market about the brand. To maximize the sales. Target Market: People age 18+ ages, including male and female especially with the condition of Tooth Sensitivity to hot and cold. Budgeting Approach: The Objective and Task Method of Budgeting shall be adopted for the campaign. Target Duration & future expansion of Campaign: The duration for campaign shall be 1 month. If the campaign gets positive response then it will be expanded to other regions as well as given access to larger media exposure such as TV, Radio and larger Public Relation Campaigns. ROI: The ROI shall be observed though incremental revenue, generated after the campaign.
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EXECUTION STRATEGY: 1. BILLBOARDS Week 1: The advertisement shall be 1st launch at billboards (buzz campaign) Week 2 to week 4: Reviling the brand and the product with Message. Locations of Billboards with statistics and rates: Location Size Rent for 1 Month Exposure Ratio (Idea of how may people sees it)

City School PAF Chapter, Baloch Colony Road Chase Up Store, Tipu Sultan Road

60 x 20 60 x 20 6 x 12

200,000/= 300,000/= 300,000/=

1.5 Million

Gallup Pakistan Servey

1.7 Million Gallup Pakistan Servey 20 to 25 thousand per day

Tariq Road, Liberty Chowk Near Biztek EDC, PECHS, Main Shahrah-e-Faisal Metropole Village Garden Hotel Mehran

60 x 20

400,000/=

100,000/= per day

40 x 15

550,000/=

4 -5 million per month

60 x 20

450,000/=

175,000/= per day

*Panaflex printing cost = 100,000 Sub Total = 2,300,000 2. PRINT ADS: Week 3: Flip page (2-page) ad in following magazines Family Magazine @ Rs. 180,000 She Magzine @ Rs. 44,000

Sub Total = 224,000

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3. CSR Week 4: CSR Activity, including including free sampling and educational pamphlets. 1. Venue: Fatima Jinnah Dental Hospital, Azam Town, DHA, Karachi, 2. Altamash Dental College Hospital, Karachi Sub Total = 100,000

4. SPONSORSHIP FUND: Week 4: Shall be contributed to any medical seminar or likewise event, basically to inform strategic partners and industry.

Sub Total = 500,000

Total Estimated Cost Costs of Campaign: -

Grand Total= 31,224,00 *****************************************************************

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