Advertising report assignment

The main proposals being offered by us to amend in the existing advertising campaign, including the Advertising objectives which include both over all and specific objectives positioning strategies are mentioned by positioning statement, key features/ benefits and emotional appeal. Budget allocation among different medium of communication and break up between different Medias are shown with justification. Current media strategies along with recommendations and justification for the new proposed media mix.

Current message strategies along with recommendations for the new proposed strategy. Current promotional mix along with the new promotional mix and its justification are discussed. Industry Analysis Market Size The Tea whitener industry is a niche, which was first explored by Nestle with its product Everyday that has a 27% market share in Karachi. The whitener industry leader is undoubtedly Open milk, which is widely used throughout the country including Karachi and has a 41 % market share.

Current trends/Developments affecting the promotion program The sort of industry a tea whitener like Tartan operates in is one, which has a consistent demand. The fact that the population has a love affair with tea assures that the demand is reliable. This gives a clear indication that the tea whitener industry has to have a flowing and a planned promotion program with just a threat of new entrants in the market being the major concern for the players. Tartan can focus its promotional campaign according to the seasonal changes.

Winter and Summer time, which sees a high rate of wedding functions, can be focused to promote a brand like Tartan. In such wedding functions, people consume more tea as the attendants are offered tea as refreshment after food. As Tartan offers itself for the low end nonuser market it has naturally priced itself at a very modest rate which may not be much of a concern for the target market even during times of high inflation. In fact Tartan’s main focus is to provide a low priced tea whitener for the consumers, therefore hard economic times is not a concern for the company.

Along the way, a major milestone in plant capacity upgrade coincided with the employee led buy-out; innovative optimizing our resources, Negro relocated fertilizer-manufacturing plants from the I-J and US to its Darkie plant site – an international first. Negro Chemical Pakistan emitted then sat rated a journey of venturing into other sectors including foods, energy, industrial control and automation, PVC resin manufacturing and marketing, and chemical terminal and storage. In 2009, plans were announced of demeaning the fertilizer business into an independent operating company.

The expansion and growth in the company necessitated a change in the way the company operated and conducted business. Keeping in view the operations of multi category businesses, expansion strategy and growth vision, the management decided that the various businesses would be better served if the Company was converted to a holding company. As a result, it was decided to Demeter the fertilizer business and establish a holding company structure to manage the affairs of various businesses.

Vance (formerly known as Negro Innovative Automation Pat. Limited) Providing process control solutions to industrial units and management software solutions I Foods By Negro Foods Limited State of the art dairy processing plant I Power Generation By Negro Energy Limited Converting wasted flare gas into energy at the 217 MM power plant I Foods Eloper: Standardized at 3. 5% fat, Lopper’s is a premium, OUT all-purpose milk. Lowell HCI (High Calcium, Low Fat) Lowell is premium quality milk for the health conscience.

I Eloper Cream : OUT Cream standardized at 40% fat I Tartan: Liquid and powder tea whitener Negro Foods Limited is subsidiary of Negro Chemical Pakistan Ltd. , which is one of the most reputed enterprises in Pakistan with more than 40 years of diversified business operations in the areas of fertilizer, and chemicals. Negro Foods started its business operations in March 2006 and with the successful launch of Eloper Milk, Tartan, Lowell, and Eloper cream, it has established itself as a major player in the foods business.

The reads * The main threat for a big company like Negro foods and its brand Tartan might be an entry of new competition and the measures taken by the existing ones. Therefore, the brand will have to adopt every possible tactic to gain a market share and brand loyalty amongst consumers, which will help in deterring competition. * Now Tartan has a stagnant market share and only few people have been influenced by the brand. The brand will have to take every measure to improve the position before competing forces take advantage of this position. A large portion of the market relies on open milk for whitening tea and most people are resistant to change even in this time and age. It is going to be a huge task for the brand to change the perception and provide a product that serves the main purpose along with additional benefits to conquer the minds and hearts of the consumer. Opportunities * The brand Tartan can highlight the aspiration value of adopting the product. From a ‘ Gala’ to a tea whitener is a step upwards anyone would be ready to have. If the functional benefits are highlighted along with the low price of the product, the brand has every possibility of becoming a super brand. A strong campaign can make the brand very big. * Since Tartan is available in one size of liquid milk, it has limited itself. Availability of different sizes can influence purchase of the brand and can increase sales. * Continuation of the ‘ film’ approach in rural areas is a good trick to target the rural population, as it is they who are more influenced by the film industry. Keeping in mind that the functional benefit should be the main priority.

This can do wonders in increasing the sales in the rural areas. BUYER ANALYSIS Target market The current target market for Tartan includes the following classes/income groups: 1 . Lower class 2. Lower middle class The above-mentioned classes of society are mainly concerned with the promises offered by the product available in the market. People belonging to this segment are normally on a tight budget; they keep a track of the finances that are made in terms of household expenses and generally indulge in paving from time to time.