The objective of this report is to firstly, conduct an in depth critical analysis of the previous advertisement of Pakola-Te milk and to recommend a new advertisement campaign. This report highlights the following aspects regarding the current positioning of Pakola-Te milk:

Industry analysis:

It highlights the development and growth of the tea whitener market in Pakistan and the major competitors.

2. Company snapshot:

Give details about the company and the brand.

3. SWOT Analysis

4. Competitor Analysis:

This section covers the direct and indirect competitor’s analysis, target market analysis, message and media strategies used by the competitors.

5. Buyer Analysis:

Under this heading the consumer profile; demographics and the factors influencing their purchase decisions are discussed; which are the consumer insights. Also there is a detail segmentation of the target market.

6. Critical analysis of the previous advertisements of Pakola- Tea Milk

7. Our proposal:

This section covers the main proposals being offered by us to amend in the existing advertising campaign, including the following: Advertising objectives, Positioning strategies, Creative strategies, Budget allocation, Media strategies, Message strategies, Promotional Mix

COMPANY PROFILE

Mehran Bottlers (Pvt.) Ltd. is the first and the oldest manufacturer and exporter of carbonated beverages in Pakistan. The brand PAKOLA was established on 14th August 1950.

The Company has the first bottling plant in south Asia that has been certified to integrated management system based on (ISO 9001:2000), (ISO 140001:1996) and (RVA HACCP) standard. The quality and food safety system follows the FDA GMP requirements and codex. The products are manufactured under strict cGMP and Hygiene controls

The company employees 300 personnel at its Karachi plant, constant efforts are initiated by the management to train and upgrade the employees and to provide better training and working environment.

About Pakola (PARENT BRAND)

Pakola is one of the most popular brands in Pakistan. The brand was created on 14th August, 1950. As per the slogan; “DIL BOLA …. Pakola,” the company believes that Pakola is the heart beat of the nation and with its amazing taste holds the potential to ride the taste buds of the consumers at home and abroad. Pakola positions itself on strong values and patriotic beliefs of people.

Mission

The company mission is to provide its consumer all over the globe with premium quality beverages with a vast variety that guarantees consumer satisfaction an also provide opportunities for growth to its employees and the communities in which they operate.

Vision

Pakola has and will fulfill its promise to provide international quality beverages made with the finest ingredients to its consumers and come up to their expectations at all costs.

Introduction

Tea whitener is a milk substitute used in tea and coffee (coffee whitener or creamer) made with glucose, fat, and emulsifying salts. Tea whitener could be liquid or granular substances intended to substitute for milk or cream as an additive to tea or other beverages. They do not contain lactose and therefore are commonly described as not being dairy products (although many contain a milk-derived protein).

This report aims at evaluating the previous promotional campaign of Pakola Te-milk and propose a new one in light of the below mentioned points.

· Pakola fails to further strengthen its brand name in the market which is just turning the bend to ‘saturation’, it is entering a phase of intense competition with all major players diversifying their product lines, ranges and even businesses into a versatile range of products

· Pakola caters to markets that it finds convenient to cater to. Operating without a Marketing Department since its very inception, this brand has no eyes no ears. No marketing intelligence, no market researches, virtually zero market feedback and almost absolute consumer ignorance are at the very core.

· The brand lack’s effective communication about it’s offering. One of the main drawbacks of Pakola's current strategy is that it hardly conveys its message to its consumers

· Pakola needs to focus on its distribution and marketing.

INDUSTRY ANALYSIS

Pakola Te-milk falls in the tea whitener industry. Tea whitener industry is flourishing day by day. It offers opportunities galore to entrepreneurs, who wish to capitalize on one of the fastest growing segments. Pakistan with current estimates is the 4th largest milk producing country in the world with 33 Billion liters of milk produced annually. The potential is huge but the sector operates mostly in the informal economy and needs a consistent effort to formalize and be able to contribute better to the national economy. Out of the total milk produced, 97% is in the informal sector (i.e. loose milk consumed in the villages and or sold in the cities through "Gawallas" in unhygienic conditions and without any quality standards).

Tea is generally considered the oldest prepared beverage and is the cheapest and most popular beverage that is served at both professional and social gatherings all over the world. In Pakistan it is counted as a staple food item of common man and is an integral part of our culture and heritage. Due to these causes Pakistan consumes a substantial quantity of tea. Such opportunities have given rise to tea whiteners. Thus Trends are now changing. If we see the consumers of tea firstly they are using or you can say addicted to khula doodh but now the trend is changing mainly because the khula doodh is no longer desired by people as the tea made from it previously does not taste the same. Consumers now want something different in taste. Therefore the competition is getting higher and tea whitener industry is expanding.

COMPETITIVE ENVIRONMENT ANALYSIS

The product category of milk in general has a number of brands competing for sufficient market share with each other, we have major brands like Olpers, Milk pack, Good milk, Haleeb etc, but what sets them apart is the degree to which they have differentiated themselves amongst the mind of their consumers.

Pakola Te-milk belongs to the category of ‘tea milk’. There are many brands dominant in the markets that offer tea whiteners to be used specifically for the purpose of tea. Most of those brands were expensive, did not cater well to the tastes of consumers, and had availability and distribution issues. Pakola offers the best quality of tea milk that blends perfectly with tea, is less expensive than other brands and has a trusted name as well.

Consumers have a long association of Pakola with one of Pakistan’s oldest drinks therefore it offers the same superior quality, keeping in mind the taste preferences of consumers and is priced lower than the rates of tea whiteners available in the market.

Direct competitors of Pakola Te-milk

1. Tarang tea whitener:

It is available in the market at Rs 18/- it positioned itself as the perfect tea whitener by creating a brand personality that would appeal to its target market i.e., fame. It used famous actors from Pakistan’s movie industry to create the appeal. It carries with it the impressive brand name of being Engro’s product.

2. Chaika tea whitener:

Newly launched product for Shakarganj that is priced at Rs 15/- .this is a direct competitor for Pakola Te-milk as both of them are priced the same. Chaika targets the same SEC classes as well as is associated with Shakarganj’s Good milk.

In-direct competitors

3. Every day powdered milk:

Every day powdered milk is the perfect blend for tea; they have been in the tea market the longest and have built a sufficient share in the hearts and minds of their consumers. Every day powdered tea milk however is comparatively more expensive than the rest of the tea whiteners in the market. This price factor makes it difficult for lower classes to consume this product. It is available at a market price of Rs 150/- for 400ml of powdered milk. Keeping the price difficulty in mind nestle further launched smaller available packs of every day milk powder like the 40gm pack that is available for Rs 15/-.

4. Open milk:

The biggest competitor for Pakola Te-milk comes in the form of open milk that is supplied to households by milk men. This is the cheapest form of milk available to our specific target audience and is greatly consumed by them. Changing their perception and habits for shifting to Pakola Te-milk will take a long time. This is because their purchase of open milk is a habitual buy for them and is a large part of their every day lives.

SWOT ANALYSIS

STRENGTH · Low price · Established brand name · Consumers are well aware of the parent brand PAKOLA · 55 years established presence · brand loyal customers · Public perception of being an innovator	WEAKNESSES · Weak distribution setup · Ineffective marketing · No formal organization structure · Communicaton strategy lacked focus in defining the target audience · Previous Positioning was vague
OPPORTUNITIES · Pakistani tea market is booming/ tea consumer base increasing · Tea-whitener industry has growth potential · Consumers are aware of the taste and use of tea-whitener but have limited options in terms of price · Increased demand in rural markets	THREATS · Well established and well positioned competitors e.g. everyday · Inflation/High input costs ( rising milk prices ) · Tarang's entry in the market

BUYER ANALYSIS

BRAND LOYALTY

In Pakistan the tea whitener market is growing, where Everyday is well established in the upper class; perceived to be an expensive brand, Tarang has penetrated in Punjab and is still trying to position itself in accordance with the Karachi market, thus this makes room for Pakola tea-milk to cash on this opportunity and attract its brand loyal customers towards their new brand extension i.e. Pakola Te-milk specifically catering to the middle and lower middle class market of Sindh, as Pakola has a limited distribution channel.

DEMOGRAPHICS

The demographics of the target audience are:

§ Age: 18 +

§ Social class: B, C+, C

§ Gender: Females

§ Since everyday is well established in the middle upper and upper class, thus Pakola is to be targeted for a lower income group audience who is seeking to consume tea-whiteners at an affordable price.

CONSUMER AWARENESS

Everyday had cashed the first mover advantage in this specific category. An increase in consumer awareness for the product category has been observed over the years. Pakola Te-milk is known amongst its target audience because of its previous advertisement which gained attention since it had an inappropriate idea/execution but the awareness didn’t result in sales because the brand failed to position itself positively in the minds of the target audience. The target audience is flexible in trying new products if within a certain price range and giving them maximum value in comparatively lesser price.

FACTORS RELATED TO CONSUMER BEHAVIOR

PRODUCT QUALITY AND PERFORMANCE

The performance of the product has great impact on the mind of a consumer. Repeat purchases will only result if the final product meets the expectations of the consumer as per its positioning and also delivers its promise. Pakola Te-milk has the perception of having good quality because of being an extension of Pakola and Pakola as a brand has always delivered quality in the past.

TASTE

Taste is another major factor. The taste of tea-whiteners is to be strong compared to other all purpose milk products, Pakola Te-milk is thick yet has a very refreshing taste which will be preferred by many consumers as they are looking for tea-whiteners because the other milk products (open milk, powder milk) fails to make a thick/rich cup of tea and often has bad smell.

PRICE

The target market of Pakola Te-milk majorly comprises of social class C, C+, B which is price sensitive thus the price has been kept low compared to the competitors, i.e. Rs 15/pack.

AVAILABILITY

Pakola's stagnant market share figures are in part a result of its poor distribution setup. From a logistics standpoint, the company has at its disposal 56 vans from where it serves both the rural and urban markets in Karachi and its surrounding feeder markets. Yet although a major focus is placed on serving the rural markets, the company has foregone on the huge urban markets. A product should be readily available to its target audience unfortunately Pakola Te-milk has been facing distribution problems since its first promotion. This often results in loosing a customer.

CRITICAL AD ANALYSIS (PREVIOUS ADVERTISEMENT)

The current Pakola Te-milk Ad shows a group of young people in their mid twenties having fun at what seems to be some sort of restaurant/Dhabba. Enjoying themselves thoroughly while having tea made with Pakola Te-milk they start to dance on a song (a copy of an Indian song), the lyrics of which talk about how good tea is when mixed with Pakola Te-milk. The ad comes to a close with the tag line “Pakola Te-milk hi banay chai zabardast”.

· Big idea: FUN & ENERGY gained by having a great cup of tea because of Pakola Te-milk

· Campaign idea: Pakola Te-milk makes the perfect tea; Pakola Te-milk is fun, easy to use and blends perfectly with tea, therefore giving normal tea an extra oomph.

· Target audience: male/female SSC A,B+,B,C+

· Brand personality: energetic, youthful

· Brand positioning: the best tea milk

· Appeals: dancing has been used as an emotional appeal, where as the tea shown being made and the facial expressions of people enjoying tea had rational also some emotional appeal to it. Pakola Te-milk posters were shown in the Ad location to reinforce the product and also as being a rational appeal.

· Tag line: ‘Pakola Te-milk hi banai chai zabardast’

Key Problems to be solved

· Clear definition and depiction of target audience

· Show the primary use of Pakola Te-milk as a tea whitener

· Create a relevant positioning as per the consumer insight of the target market and execute it with a comprehensible rational/emotional appeal

OUR PROPOSAL FOR PAKOLA TE-MILK

ADVERTISING OBJECTIVES

Overall objective

In revamping the image of Pakola Te-milk, we propose to promote the positive association that consumers have with Pakola beverage brand so that it is easily transferrable to Pakola’s tea milk as well. Thus our entire focus in advertising is to strategically position Pakola in the minds and hearts of the people in such a way that the brand name speaks volumes for itself create awareness and build popularity for the product by building a stronger more appealing brand personality. In doing so we will address our primary objectives of creating awareness and re-launching Pakola milk’s image; thus also addressing our secondary objectives of building stronger consumer retention, recall, and stronger brand loyalty.

How we’ll address the above stated objectives is through the following strategies:

1. Building awareness:

Our entire campaign will focus on advertisements that will re- focus on Pakola as a brand and highlight the trusted association of it being true to our Pakistani values. Our goal at this stage will be heavy use of informative and persuasive type of advertising (the persuasion will be executed majorly through an emotional appeal in the tvc and rational appeal in the radio & print). The informative side will address rational propositions like the price i.e. rupees 15, the name i.e. Pakola and the use of this product purely for tea.

The persuasive part of our campaign will focus on soft sell approaches that will appeal emotionally to our target audience by focusing on values like respect, status, self confidence and reliability. All these values will be linked with Pakola milk’s brand personality that will be enforced time and time again through advertisements and print ads.

2. Create customer loyalty:

Our primary aim is to make customers who have long been consuming Pakola soft drinks to develop the same trust, association and loyalty for Pakola Te-milk as well. How we aim to do this is through heavy use of reminder and reinforcement advertising. We will reinforce Pakola Te-milk’s image as one that is dignified and true to our values. Its association will build its brand personality as one that promotes positivity and enforces values and traditions.

By focusing on all the stages of the buyer readiness model we will have a 360 degree campaign revolving around all the aspects of the consumer behavior and therefore will effectively enforce Pakola Te-milk in the head and hearts of its entire consumer base.

The buyer readiness model is as follows:

· Awareness: primarily create knowledge about Pakola Te-milk being there in the market and promoting it as a perfect blend for tea whitener.

· Liking: transfer the emotional attachment of Pakistan’s oldest most favorite Pakola soft drink towards its new tea milk product.

· Preference: create such an emotional appeal that as soon as a consumer thinks about using tea whitener he/she immediately thinks about Pakola Te-milk. Therefore create a strong recall in order to create a preference.

· Conviction: conviction-consumers might prefer the product but not have any conviction about purchasing it, so the marketer must build conviction that purchasing the product is the right thing to do. This will only happen through constant reminders and reinforcement advertising focusing on rational appeals ( more value for less money )

· Purchase: this is the stage where the consumer sees the final advert in the form of its package. Therefore the new Pakola milk packaging will be such that it will lure the consumer into actually purchasing the product. Our consumers will already be well informed and aware of our product before this stage. Our advertisements would have effectively placed an emotional attachment in their hearts. Thus purchase of the product will be more than likely.

Specific campaign objectives

1. Increase awareness for Pakola Te-milk by 20% within the time duration of 4 months

2. Create brand recall

3. Position Pakola milk as the best and most affordable tea whitener with the price of rupees 15 for 250ml while the market prices for similar products range from 18 to 22.

KEY STRATEGIES

Specific campaign strategies

1. Allocate more resources for OOH advertising

2. Start a gorilla campaign for promotion and awareness

3. Provide support to retailers for a promise to promote Pakola Te-milk

4. Create wider distribution channels for effective placement and availability

POSITIONING STRATEGIES

Pakola Te-milk is not yet positioned to be the best tea whitener and is fighting with Tarang and chaska to get the spot. Hence it needs a clear positioning to become the best tea-whitener.

Features

· Availability

It is only available in Sindh and that to with very limited distribution.

· Affordability

It is priced Rs 15/- and is given in good quantity, hence It is a cheaply priced product and affordable to the relevant target market. It has an economical appeal to it.

· Quality and taste

It is thick and makes good tea. The product itself is good and gives good color to the tea.

Benefits

Pakola Te-milk is a sub brand of Pakola a very prominent and strong local brand, which gives it an emotional appeal of being a true Pakistani brand adding a touch of patriotism to it. Also it is packs in tetra pack giving it a hygienic and expensive appeal.

Differentiation

Pakola Te-milk makes the perfect tea as it is thicker than other tea milk. Unlike other tea milks it does not take consumers to a fun filled world but makes you stay in reality and be proud of what you have not what you can get. It Re-establishes the basic human need to be accepted and loved in the society and above all to be respected.

Values and personality

Pakola upholds the traditional values of our nation and culture as it is one of the oldest local brands. Its personality is sober and elegant, dignified confident and self respected.

CREATIVE STRATEGIES

The distribution of Pakola Te-milk is not efficient and proper. It is only available in Sindh and that too with limited distribution. In order to get a good market share Pakola Te-milk need to makes it’s distribution string starting from Sindh as Tarang is still not able to penetrate the market. Also it needs to start its ATL and BTL activities with a bang.

Hard sell strategy

Pakola should use its rational appeal of low price to catch its consumers. It’s a good product which is made available in low price so Pakola’s creative strategy should focus on this rational appeal. And also the brand name itself. Pakola is a very old establishes brand with good products and one of the local brands so playing on all of that, Pakola should use this rational appeal and promote its tea milk.

Soft Sell strategy

The campaign idea revolves around pride respect and dignity. The target market that we are trying to capture are very sensitive to that, hence using that strategy Pakola should use this emotional appeal. Using values respect and tradition as a strong emotional appeal will help Pakola increase its brand loyalty. And also have strong association with the brand. That’s the main goal of the strategy to help consumers feel a strong link with the product and to be able to associate it with the key words like tea and respect.

Advertising strategy

Our basic strategy was to be able to link values respect dignity and the culture of tea drinking with Pakola Te-milk; Making it the most widely consumed tea milk in Pakistan.

Advertising appeal

The dressing, the behavior, the dialogues would attract the targeted consumers to understand themselves and also remember and be able to associate the values and traditions. When looking at the ad, the consumer should be able to relate to it and also be inspired by the ad to think more highly of themselves which then would create a link with Pakola Te-milk; Hence, associating Pakola Te-milk with respect and dignity.

Advertising execution

The advertisement would appear as an inspiration, a leadership role to and as an idol that you can also be what you want to be and that each individual is entitled to the same respect dignity and a chance to live life how he wants to and with confidence.

MESSAGE STRATEGIES

The strategies that can be best used to execute our objectives in mind are:

· Awareness strategy: through the use of novelty and originality we will use this strategy for guerilla marketing, creating curiosity and using repetition through campaigns, slogans and tag lines.

· Emotion strategy: the emotional strategy targets the psychological nature of consumers. We’ll create advertisements, radio slots and print ads that promote ‘feel good’ appeals, and base emotional aspects on the values of self respect and dignity.

· Brand strategy: uses the brand as an identity and promotes further associations of brand personality. Our ad already focuses on lifestyle, association, and self-image type of advertising message strategies which fall under this heading.

Analysis of current Pakola Te-milk tvc:

There is inconsistency in the previous ad in terms of catering to a specific and focused target audiences, it shows a specific target audience that is the young adults; Having said that it misses out a whole target audience of middle aged, aged and elderly people who are the main majority of tea drinkers. Also by observing the ad we can see that they have targeted SSC A,B+ alongside B,C+ ,this is evident in the type of clothes the actors were wearing. They were fashionable and didn’t seem to mind dancing in a restaurant. However their surrounding location did not match with the type of clothes they were wearing nor with the kind of behavior that they were portraying.

· Current tag line: ‘Pakola Te-milk hi banai chai zabardast’

· Proposed tag line: “badal dai rung!”

Analysis of proposed Pakola Te-milk tvc:

Our Tvc focuses on the lower, lower middle, middle class and has addressed some of their main issues like self improvement, poverty, respect, values and wanting to attain education but being unable to because of poverty or because of the mindset that working and earning is better than studying. This Tvc addresses those issues and keeps one message consistent and that is; no matter where you stand or who you are always respect your roots, and be true to yourself, live with dignity no matter what the societal pressures. Respect yourself and others will respect you. We have associated Pakola Te-milk’s image as one that offers a promise of improvement in respect, status and self confidence.

Recommendations:

Print adverts:

· Pakola Te-milk should use the advantage of newspapers to attain a wider viewership and thus a wider reach to consumers. Newspapers like Jung, express tribune, dawn and home express are some of the newspaper names that target the audience which we are missing out on through our current tvc positioning.

· Adverts should emphasize the price, logo, and brand of the product.

· Should emphasize the emotional appeal through the body copy that should have tag lines like “badal dai rung”( rung being used as a pun for the color of tea and for a change in yourself) or “ zaiqa aisa jo fitrat badal dai” (fitrat again being used as a play on words for addressing a change in situation, outlook, image etc)

Radio spots:

· Targeting audiences on channels like 100, 107 would target classes C,C+,B,B+ while using channels like 89 and 96 would also target classes of A,A+ so by using various radio spots a wider target audience can be targeted. Both primary and secondary audiences can be targeted thus not only creating awareness but creating associations and loyalty amongst the existing customers and creating an appeal for customers who are not yet apart of Pakola’s direct target base.

· Talk shows using Pakola Te-milk as a sponsor could be used to promote talks that address issues like improvement of our nation, creating a strong future for children by focusing on education, offering an outlook into the lives of struggling kids and their every day challenges in order to reinforce and support them and by doing so creating a stronger image of Pakola in their hearts. Since patriotism is associated with the PAKOLA imagery.

MEDIA STRATEGIES

BUDGET ALLOCATION

PROMOTIONAL MIX

Current promotional mix:

· Advertisements

· Retailer promotions

· Vehicle advertisements

Recommendations:

· Transit advertising

· Building advertisements

· Vehicle advertisements

· Print adverts

· Billboard adverts

· Inflatable adverts

· Bus station/ taxi stand adverts

· Street lights as adverts

· Radio adverts

· Jingles

OOH:

Pakola should use a wide variety of OOH advertising to target its audience as the main focus is to drive consumer attention and create awareness of Pakola as a tea whitener brand extension. Thus getting the maximum consumer attention would be the primary focus for Pakola. Therefore they should use a wider variety of promotional mixes available to them to create a stronger, more emphasized campaign to revamp Pakola’s brand personality.

CREATIVE BRIEF

PROPOSED AD

TVC STORY BOARD

CONCEPT

In comparison with the previous Pakola Te-milk ad we have decided to change the situation completely. Pakola Te-milk is low priced milk only for making tea. It is not used for drinking or any other purpose. Hence our ad is consistent with the idea and the target audience.

We have shown a lower class family, there house and their clothes all in sync with the idea. Where the daughter and the son are educated and getting further education and want to make something of themselves in this world. Although they are very poor and do not have glamorous living, but they value education and because of that are proud of what they have become and have a lot of self respect and dignity.

We have shown this through a young woman who is not only taking care of the house but also educating herself and her family and holds them in high regard. So when a mean relative criticizes them she is not able to stand that and rectifies them and also makes sure that the message is clear to them that they may be not in good condition but they still have dignity, respect and confidence in themselves and that no one has a right to belittle them.

Tea is one the highly consumed beverages and generally served the most to when family or friends come to visit. Also, it has traditional value in our society. And making good tea is considered an achievement for a young woman. So we have related that sense of achievement, accomplishment and respect with Pakola Te-milk as it makes the ‘perfect tea’ and consuming Pakola Te-milk not only shows that you are proud and confident of who you are but also raises your financial status keeping that social class in mind.

CHARACTERS

The young woman: sana- she is simply dressed but not shabbily, and is educated. You can know that by the tone of her voice.

The Relative –phophi ami; she is old and rude. Thinks a lot of her family as she is a more well off than them and also leaves no opportunity to remind them of that.

The elder brother- He is going in search of a job. He is dressed in pants and a shirt showing that he is going for an interview.

The little brother- he is shown studying and is dressed in shorts and a t-shirt. He is the youngest.

The mother- she is a very soft spoken person who doesn’t say much and also does not believe in answering back or being rude to family. Holds family values in high regards and has also taught her kids the same. This can be evident in the kids manners the body language and the way they treat their relative.

Scene By Scene Ad

SCENE 1: Scene one opens with a lady (phophi ami), dressed in ordinary clothes walking towards a house, where the elder brother walks out with files in hand and in a hurry.

Phophi Ami: Aray janab kahan ko?

Boy: Salam phophi Ami mai bas abhi aya.

The elder brother walks away in a hurry.

Phophi Ami standing there says to herself; “Patanahi, Sahab zaday ko naukri mili ya nahi”

SCENE 2:

Second scene opens with a knock to the door; the door is opened by Sana

She opens the door and exclaims “Salam Phophi ami ap aj yahan kaisay?”

The phophi walks into the house, which opens in to a lounge/kitchen with an open roof.

Phophi ami:” Walaikum-us-Salam, Aray ao tau masla na ao tau masla”

Sana: nahi nahi phophi bethayay- calls her mother “ami”

SCENE 3:

The next scene starts by showing the girl and phophi talking and the mother walks in,

Phophi ami in a loud rude voice: Aray Sana ka koi rishta aya hai bhi ya nahin?

Mother; “in a soft voice says, “nahi sana ka tau abhi agay parhnay ka irada hai”

Phophi Ami in the same rude voice; “kya karay gi itna parh likh kar?”

Sana then interrupts because the mother isn’t able to answer to that and sets the mood right

Sana trying to calm things and change the topic: “aray yeh kin baton mai parh gai app log? Mai chai bana kar lati hun”

She puts a hand on her mother’s shoulder and moves towards the kitchen indicating affection and an emotional appeal that she is taking care of the mother.

SCENE 4:

Sana is shown in the kitchen trying to make tea, she is finding milk but doesn’t see anything, and she picks up 15rs coin and calls her younger brother

Sana: Fadoo, jaldi sai chai kai liyay dhoodh lai ana

Fadoo: baji dhoodh hai tu

Sana looks at the milk in the pan, (khula dhoodh) “han par PAKOLA te milk nahi”

SCENE 5:

Fadoo walks in with Pakola Te-milk in hand and gives it to Sana who opens the milk and puts it in tea.

The scene also shows sana holding Pakola Te-milk and cutting & pouring it adding the rational appeal to it.

SCENE 6:

Sana comes and serves the milk to mother and the phophi.

After sipping the tea the phopho’s mood improves and she looks at sana and says

Phophi: Sana Chai mai kuch khaas hai?

Sana: Kuch nahi phophi ami bas thori si izzat.

The tag line “BADAL DAI RUNG” will be displayed in the end and Pakola Te-milk will be shown in the end for reinforcement.

Justifications

We have taken the setting of a lower class family in accordance with the product because it is a low priced product, a tea whitener not an all purpose milk and this setting is reflecting our target audience as well.

We have decided to use a woman as the lead character because woman and tea are associated in all households and also, it is generally women who are more conscious and critical of their status and their living standards. The young woman here also represents all the youth who are eager to make something out of them and are confident about their educations and proud of themselves. The dialogues and the setting show that family values are upheld as tea is something which is strongly related to values culture and tradition. The scene where 15rs are shown depicts a rational appeal and the price factor that in such less price you are getting a tetra packed milk which is hygienic and also gives a good image of the family.

The last scene shows that no matter whom it is, you can change their opinion and Pakola Te-milk plays an important part in it. It helps in upraising your social status. Its packing gives an effect that you are using an expensive product and its taste and color makes the perfect tea! So it can change the mind and the perceptions of anybody and proves to them what you are worth.

CRITICAL AD ANALYSIS - TVC

· Big idea: DIGNIFIED VALUES (Respect, dignity and feeling proud and confident for who you are)

· Campaign idea: Reinforce your self-respect and maintain your dignity, “badal dai rung!”; meaning in the real and metaphorical sense both; that it makes tea taste great but also that it changes the way people think, giving them a sense of pride and accomplishment in whatever status they are brought up.

· Target audience: the primary target audience will be females SSC C,C+,B- Sindh

· Brand personality: self-confident, respectful and valued

· Brand positioning: a low priced high quality tea whitener

· Appeals: rational appeal will be focused on the low price factor of Pakola Te-milk and the emotional appeal will highlight the consumer insight that no matter what the status every person wants to live with dignity and be respected.

· Tag line: “badal dai rung!”

UNFOCUSED AREAS

The major weakness of the proposed Ad is that we have not addressed Sec B+, A, A- . Addressing them would have created a wider target audience and thus would have produced more appeal for each and every tea drinker. Focusing on one particular segment has narrowed our reach; also one more negative point in our Tvc is that if we look at the ad critically then consumer perception has to be taken into account and for the specified target market that we’ve taken into account the usage of packaged milk is an entirely new concept as most of them use open milk that comes in containers brought to them by their own area milk man which for them is cheaper then purchasing tea whitener.

RADIO AD

Start: doorbell ringing

Hira: kase ho Sara andar ao?

Sara: KIA sunao ghar ka ration lene aye the socha tumhain Salam he kar lon

Hira: chalo main tumhain chai Pilate hoon.

Sara: aj kal tou har cheez mein melawat hai wasey bhi ub tou chai pene ka dil bhi nahi karta, itna patla doodh ho hogaya hai pane jesa.

Hira: phir tou tumhain mairay haath ki chai zaroor peeni chahiyeh … sab buhat tareef kurtay hain

Sara: chai ke khushboo tou buhat achi aur zaiqa bhi bohat ala hai kon SA doodh istamal karte ho

Hira: Pakola Te-milk ka kamal hai… sirf 15 rupay mein behtarein doodh Jo gaarhi aur zaiqedar chai bunaey

Sara: sirf 15 rupay main! Waqai zabardast!

Voiceover: Pakola Te-milk “badal dai rung!”

Justification

This ad has been kept simple and informative focusing on the consumer insight of open milk users that it does not make a rich cup of tea, and this ad is also reinforcing the rational appeal that Pakola Te-milk is only for Rs 15/-