Ad Brief Dove

Channel Agency Brief: |

Brand: Shampoo | Country: Pakistan | Year: 2010 |

Range Platform: Basic Variant | Date Issued: | Approved by Director: |

Job-to-be-Done * Launch Dove Shampoo in Pakistan. Create White Space * Achieve TOM Awareness Target of 3% within 1st year of the launch * Launch it at the same price as of SSK at the moment * Ambush Pentene and let SSK take the lead while Pentene gets busy countering you |

Communication Idea: |

“Touching is believing”. It will be an international TVC of 30secs with decent shots so don’t think airing on PTV would be a problem |

Target Audience- Females 18-45, LSM 7+ |

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Volumetric: (category consumption, brand / variant loyalty)Current shampoo consumption in Pakistan is approx 140ml. The category is big with still a lot of potential. Dove as a brand is chic, soft and light. Loyalty can’t be determined as yet Available in top 10 towns only. |

Attitudinal: (consumer values) Spirited, Provocative, Charismatic, Witty, Passion for beautyFemales who loves to have soft and silky hair and look natural |

Socio-demographic: (age, sex, class, income, etc) Woman, not a girl; Vanity is a pleasure; No matter what her role is, she shows unconstrained femininity, Look is nothing without spirit; Has champagne taste on a Pepsi budget; Enjoys compliments (but not necessarily look for them) LSM 7+, Educated, Have the propensity to buy an expensive brand. Image and brand matters to them. They want to keep their lives simple and maintain a natural look |

Measurable Marketing Objective(s): (Defined in terms of penetration (trial), repeat purchase, frequency of purchase, consumption) * Increase per capita consumption of shampoo from 140ml to 155ml * Penetrate into the market * Aggressively counter Pentene |

Measurable Communication Objective(s): (Defined in terms of awareness, key brand benefits i.e. Emotional / functional / sensory, brand values) * Achieve 3% awareness at the end of first year of launch *...