Research report on Imc
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This document provides an introduction and background on integrated marketing communication (IMC). IMC is defined as a customer-centric and data-driven approach to communicating with consumers using all available marketing tools in a coordinated way to maximize impact at minimal cost. The goal of IMC is to have advertising, sales promotion, public relations, digital marketing, and other communication efforts work together rather than separately. Several shifts in advertising and media have led marketers to adopt IMC as a primary strategy, such as moving from mass media to more specialized niche media and from general advertising to more data-driven personalized marketing. The introduction sets up the rest of the document to discuss IMC in more depth.
Research report on Imc
- 1. 1 Table of Contents Acknowledgement........................................................................................................................ 2 Executive Summery ...................................................................................................................... 3 1.0 INTRODUCTION AND BACKGROUND........................................................................................ 4 1.1 Introduction........................................................................................................................ 4 1.2 Marketing Mix Components.................................................................................................5 1.3Public Relations/Publicity Effects .......................................................................................... 6 1.4 New Faces of the Consumer.................................................................................................6 1.5 Tactics and Skepticism.........................................................................................................7 1.6 The Research Objective .......................................................................................................7 1.7 Purpose of the Study...........................................................................................................8 2.0 LITERATURE REVIEW ............................................................................................................... 9 2.1 Literature Review................................................................................................................ 9 3.0 RESEARCH METHODOLOGY.................................................................................................... 12 3.1 Research Methodology...................................................................................................... 12 3.2 Sample Technique............................................................................................................. 12 3.3 Sample Size....................................................................................................................... 12 3.4 Data Collection.................................................................................................................. 12 3.5 Hypothesis........................................................................................................................ 13 3.6 Model............................................................................................................................... 13 3.6.1 GRAPHICAL INTERPRETATION...................................................................................... 13 4.0 RESULTS AND DISCUSSION..................................................................................................... 28 4.1 Results and Discussion....................................................................................................... 28 4.2 Recommendations ............................................................................................................ 29 5.0 CONCLUSION AND LIMITATIONS............................................................................................ 30 5.1 Conclusions....................................................................................................................... 30 5.2 Limitations........................................................................................................................ 30 6.0 References................................................................................. Error! Bookmark not defined.
- 2. 2 Acknowledgement We really grateful to Almighty Allah for granting us understanding & wisdom to add the value through learning process. Writing this dissertation has been an extraordinary journey that ended one chapter in our life, only to begin another. This journey could never have been completed without the love and support of the special people that surround our life. First and foremost, we would like to thanks all of those who had supporting us. Specially my thanks goes to our Honourable Sir Mr Muhammad Naeem Sheikh. Sir due to your efforts, struggling, guiding, motivating to conduct the research. Sir it wouldn’t be possible for us without your teaching, loving & coordinating. Again sir we are grateful to you for giving an opportunity. We have come to owe you so much, that all we can offer you is our unconditional love and gratitude. Secondly Many colleagues for having contributed ideas and suggestions in form of questionnaires feedback. These ideas & suggestions help us to make more effective our research. Finally we may thanks to all those people having contributed their ideas, suggestions, time and energy for improving our research. Their all contributions has great value for us. You will always have a special place in our heart.
- 3. 3 Executive Summary Marketing communication play essential role in business, for last two decades the Integrated Marketing Communications (IMC) has rapidly grown its importance. Different promotional activities help to turn up the public awareness & to increase the sales; ultimately it leads to profitable organization. Well-known brand awareness through advertise & other mode of communication will cause the people’s intend to buy clear shampoo. In this way to build customer long term relationship & company reputation. The advertise must be smart and innovative. In today era so many organization realize the importance of Integrated Marketing Communication & its tactics are sign to change the industry structure. Our research cause for investigation is to find out the, Impact of integrated marketing communication on consumer demand/preferences (clear shampoo case study). The research question/Research objective regarding our research problem are, How to find analyze the behaviour of people towards clear shampoo, Identify the most significant variable that effect the preferences level. Analyse the ways to encourage the people towards clear shampoo. How Integrated Marketing communication (IMC) make betterment sales promotion for clear shampoo. Describe the IMC method that could be used for clear shampoo. It was all done through questionnaire survey. The population sector of our study from two universities business students (IBA & SZABIST), the sample size was 60, these respondent were randomly selected from both universities. 30 respondents from IBA and 30 from SZABIST. The questionnaire used as a research instrument, which represent quantitative research. Majority of respondent views that advertising, TV advertising, promotional activities, brand recall, brand promise, uniqueness activities. These are major ways to communicate & influence the consumer buying power towards clear shampoo. Through this way to create awareness for clear shampoo. The result shows that the strategies and add: tactics for the clear shampoo will enhance the sales and increasing consumer demand/preferences towards clear shampoo.
- 4. 4 1.0 INTRODUCTION ANDBACKGROUND 1.1 Introduction The evidence of marketing in the 20th century and prior to that is not much a difficult topic which is fully explored. The idea of integrated marketing is definite on the configuration of worth, arguing that the union needs to be compound in the configuration of unique value in order achieve productive synergy. Similarly, Peter Drucker argued that, "Each organization, whether business or not, has a theory of the business. Certainly, a valid theory that is obvious, reliable and focused is extremely powerful." According to Drucker, the Theory of the Business consists of assumptions about the surroundings of the organization, the detailed task of the organization and assumptions about the core competencies required to achieve the organization's operation. A sculpt of amalgamation also arises as a result of acknowledgment of disintegration, particularly in the field of communication. Integrated marketing communication is described as a customer centric and a data driven method of communicating with the consumers of a specific product. IMC is cohesive & integrate of available marketing tools, functions, and potential source to the company to a flawless program that is created to increases the maximum impact on its consumers and other end users at the minimal cost possible. The concept of “IMC is to communicate advertising, sales promotion, public relations and direct marketing, digital marketing, social marketing that all work together as a team to communicate the customer” rather than permitting each one of these aspects to work on their own. IMC is also a “defined as a process of managing customer relationships that drive the brand value primarily through communication efforts”. It includes cross functional processes that develop and nurture profitable relationships with end use (customers) and other stakeholder by control or influencing the deliver message to these groups and enhance data driven, determined negotiation with them. Working in such a way affects all firms’ business-to-business (B2B), marketing channel, internally directed communications and customer focused. Integrated marketing communication ensures that all forms of communication are carefully and blending with each other. Plentiful shifts in the advertising and media business have caused IMC to expand into a primary tactic for all the marketers: 1. Starting media advertising to multiple types of communication. 2. Beginning mass media to additional specialized (niche) media.
- 5. 5 3. Starting a manufacturer-dominated market to a retailer-dominated, consumer- forced market. 4. Commencing general-focus advertising and marketing to data-based marketing. 5. Starting low agency answerability to greater agency answerability, predominantly in advertising. 6. Starting conventional compensation to performance-based compensation (increased sales or benefits to the company). 7. Since narrow Internet access to 24/7 Internet accessibility and access to goods and services. It can create competitive advantage; enhance sales and profits, at the same time saving money, time and pressure. 1.2 Marketing Mix Components Internet has altered everything in the current world. Previously business was done differently. The fluctuations in the segmentation, targeting and positioning are addressed in a different way. The main objective of the business has always been the same to bring economic and social values unaffected but in the current days the marketing of the products and services are done in a different ways. Undeniably the core purpose of increasing the profit and revenue are still the same. Marketing has evolved to more of connectedness, due to the new kind brought in by the Internet. Prior marketing was one way process but now it’s the relationship build between marketers and customers. “Marketing mix” is an effort put together by marketing. It comprises of promotional activities and personal selling. They both are sub divided into advertising, sales promotion, public relations, direct marketing, internet marketing and many more. These components help in getting an edge over their competitors. The preliminary point of the IMC process is the marketing mix that includes different types of marketing, advertising and sales efforts. Without a complete IMC plan there is no integration or harmony between client and customers. The goal of an organization is to create and maintain communication throughout its own employees and throughout its customers. Integrated marketing is based on a master marketing plan. This plan should organize efforts in all components of the marketing mix. A marketing plan consists of the following six steps: 1. Situation analysis 2. Marketing objectives 3. Marketing budget
- 6. 6 4. Marketing strategies 5. Marketing tactics 6. Evaluation 1.3Public Relations/Publicity Effects Tracking studies are more suitable for assessing the results of endorsements as they operate and consume outcome method engendered by endorsements for instance familiarity, preferences, awareness and brand image. Many studies have explained that the results and effects of endorsements on several outcome measures such as recall, awareness, brand image, attitude and behaviour towards the endorser and their products. Conversely, the finding show that only restricted communicated effects for endorsements and there is no clear and precise pattern or way has emerged in means of their impact on measures. Sports stars live their lives in the limelight, however in recent years they have become the focus of media and public opinion, which can be seen in Forbes magazine as well. The American business magazine lists celebrities based on their income and media appearances in the press, television and on the Internet. In 2009, 18 sport stars made it to “The Celebrity 100” list among Hollywood stars and musicians. The list also reveals which sport is most likely to produce these stars (at least in America): five tennis players (Roger Federer, Serena Williams, Maria Sarapova, Venus Williams, Ana Ivanovic), four basketball players (Kobe Bryant, Michael Jordan, LeBron James, Kevin Garnett), three racing car drivers (Kimi Raikonnen, Jeff Gordon, Danica Patrick) two golf players (Tiger Woods and Phil Mickelson), two football players (David Beckham and Ronaldinho), one boxer (Manny Pacquiao) and one baseball player (Derek Jeter) are on the list. Out of all these players Michael Jordan is the only non-active sportsman. This indicates how hard it may be to keep incomes and media attention at a constant level, after “retirement”. 1.4 New Faces of the Consumer As time has changed, so has the consumer and they cannot be treated as they were in the past. Consumers have become more diversified. According to Christopher Vollmer and Geoffrey Precourt consumers of the 21st century are more selective, skeptical and demanding. In the increasing era of customization a famous quote by Henry Ford “You can have it in any colour as long as it’s black” is obsolete. Paul Hyde, Edward Landry and Andrew Tipping transform Ford’s sentence into: “I want it in this colour, this configuration, at this price and if it cannot be delivered by this time I’ll have someone else deliver it”. That
- 7. 7 is how demanding consumers have become today and marketers should be ready for the sudden change in the mind of their consumers. Vollmer and Precourt show a clear relevance of the consumers in this new media ecology. Consumers have a greater access to information and greater command over media consumption than ever before. Technologies like portable media and other on demand devices allow the consumers to take control. As we have witnessed, the concept of IMC has a radical shift in its strategies after 20 years of its existence. The concept of IMC resonates within the industry and reveals its power. In today’s world where consumers are taking control , where brand messages are everywhere firms need to rethink of their marketing strategies and need them to continuously evolve as the media ecology changes to survive. The senior vice president of global sales and development at Google says that “the power of the consumer affects how you market, how you develop products, how you change your launch time frames and how you price the products.” Brands are evolving in an immense dissonance and only the relevant messages will come through the consumers mind. 1.5 Tactics and Scepticism The influence will be realized when the consumers who are the target of advertisement messages, do not only watch the messages but also believe them. Scepticism is a disbelief preference towards advertisement beliefs and plays an important role in evaluation of advertisement messages. When the consumer approaches the advertisement with certain scepticism; she/he may not see the reality of the messages. Because of this, the latest researches about the consumer attitudes towards advertisement focused on the scepticism of the audience. 1.6 The Research Objective Boundless amount of research has been done on the effect of integrated marketing communication on consumer demand/preference but limited time has been given to the FMCG’s. The study will lead towards better understanding of the market standings of the clear shampoo in the mind of consumers about their brand preference. How to analyse the consumer behaviour/preferences with respect to clear shampoo. How to encourage the people towards clear shampoo. IMC can make betterment for promotion in sales to clear shampoo.
- 8. 8 To describe that IMC method that could be used for clear shampoo. 1.7 Purpose of the Study The level of this study is to identify the consumer psyche in Pakistan with perspective to brand choice & preferences, and their behavioural change example exhibition to across the particular product categories which will help us easily understand the decrease or increase in the demand of clear shampoo. The paper is also deals to analysis which will then direct the marketers to the aim of attaining the solid grounds on which an accurate conclusion can be made concerning the dissimilarity of views and assumptions of consumers.
- 9. 9 2.0 LITERATURE REVIEW 2.1 Literature Review Keller (1993) says that brand recognition and brand recall are two levels of brand awareness. Brand recognition relates to consumers’ capability to verify former contact to the brand whenever its name is mentioned, as a sign. Since brand recognition requires a prior encounter with the brand, it is measured as the least point of brand awareness which is also referred to as aided recall. Nandan (2005) stated that brand image has long been a subject of interest for marketing researchers, with a variety of interpretations. However, most definitions share the view that brand image relates to consumer perception of a brand Keller (1993) to set up a optimistic brand image marketers require to expand study, constructive and sole associations in customer recall. Forehand et al. (2000) claims that scepticism is a multi-dimensional concept by calling attention to the situational variables of scepticism that influence the consumer. According to Forehand and Grier (2002), this multi-dimensional feature of scepticism can be explained under two main headings; scepticism that appears due to the persuasion factors and the general sceptical attitude of the customer. Boyd (1985) explains that regular and normal brands normally use numbers to make complex Abs that provides character to the product. Even though ABs tends to be sub brands, they are more openly than some guardian brand names in defining its products & symbolize. Richardson et al. (1994) find that outer features that do not influence a product’s substantial characteristics, such these brands name, tend to have a superior impact on consumer choice than inherent these attribute that steadily impact on product, like shape and colour. Yorkston et al. (2004) demonstration that phonetic features of unidentified brand impact on customer buying decision or judgement. Customers use brand name as a quality cue, a phenomenon known as the brand name heuristic. Consequently, a significant query is how consumers make use of ABs during their purchases and what individual features may affect
- 10. 10 their use of these brand names. We compete that cognition- linked character variables play a part. Podnar(2007) argues that consumers have precise prospect concerning particular industries and the companies belonging to it. As a effect of these universal expectations companies are strained to extend similar competencies, processes or products and become thus more alike. This argumentation is already reflected in his understanding of the construct of ‘branch identity’ which he defines as ‘those properties or features demanded by consumers and other stakeholders which are universal to all companies within a particular division and which an exacting company has to have in order to function within the particular division or business. S ü ß (1996) assume a comparable process by asking his interviewees to measure individual business images. In addition, he develops a replica for job selection, which is divided into three phases (development of corporate brand images, creation of employer preferences and application to an employer). In each of these phases industry image is of importance. S ü ß concludes that industry images appear to conceal the volume of individual corporate situation and considers industry images to be significant determinants of corporate brand image. Teufer(2003) conceptualises industry image using the two features of ecological actions and industry expansion projection. Whereas the ecological actions of an industry are of comparatively low significance, the expansion projection of an industry influences the option of employer significantly and consequently the attractiveness of a commercial brand. Boyle et al. (1996) says that the probable persuasion of business figure on business brand image, but then fail to hypothetically work out this plan or to empirically test it. Moreover these, there are a number of investigations that empirically decide the figure of individual industries, for example that by Marten and Schm ö ller. Moore et al. (1995) details differences between low- and high-affect-intensity subjects uncovered to a negative-affect-inducing ad. Actually individuals aggressively widen meanings for ads, rather than being unreceptive reactors who either get or do not obtain the ad's wished-for point. Holbrook et al. (1987) demonstrates the principal components analysis to three general arousing magnitude: pleasure (duty, faith, pride, affection, innocence, competence, desire, joy
- 11. 11 and gratitude) arousal (hypo-activation, activation, déjà vu, involvement, contempt, surprise, distraction and urgency) and domination (conflict, guilt, sadness, fear, anger, disgust and scepticism). Britt et al. (1972), established that customers were, on standard, uncovered to between 300 and 600 advertisements per day, which made it unfeasible for them to focus to all those ads. As rivalry for the narrow concentration of customers is still more a significant concern in today’s busy markets and media, it’s significant to comprehend how and when customers dedicate concentration to commercial stimuli and what determines their concentration seeking strategies. Leigh et al. (1987) testimony differences in ad responses among conventional and contemporary women uncovered to ads that diverse in verbal statements implying either conventional or contemporary task depictions. Ad responses were optimistic when role portrayals coordinated audience role orientation; they were pessimistic otherwise, especially when contemporary women evaluated a conventional role depiction. Vaughn (1980) suggested an advertising strategy for the FMCG products. It is a long informative copy format with key points of user’s attention. In quadrant two (high involvement/feeling) the significance of specific information is less than that of an attitude or holistic feeling toward a product. For this type the suitable plan is a theatrical print coverage or image-focused broadcast advertising. In quadrant three (low involvement/thinking) customers have least consideration about the product and, for convenience; they have a tendency to form buying habits. This quadrant requires Ads that arouse a reminder for the product. Quadrant four (low involvement/feeling) is for those products that can be likened with "life’s little pleasures". Tellis (2004) said about the endorser, it should be determined that whether there is an endorser in the Ad and, if there is, what the type of endorser is, expert, lay, or celebrity endorser. Okazaki et al. (2007) have studied the researches accomplished on assessment and classification of cultural dimensions. According to their work, there are two major groups of
- 12. 12 dimensions that were used in marketing and advertising, Hofstede's and Globe cultural dimensions 3.0 RESEARCH METHODOLOGY 3.1 Research Methodology The fundamental want of this paper was to scrutinize the result of IMC on the consumer demand regarding clear shampoo brand among young urban consumers in Karachi which comprises of students of two universities because this age-group is actively participating in maintaining their lifestyle and making choices for various brands. 3.2 Sample Technique Students have to take the classes, they also may or may not be concerned in the personality grooming; however, despite the possibility of indifference, students will still have to consider the issue of personality grooming as moving in the social circle of the society. This study is based on a non-probability sampling method, i.e.: convenient sampling. To gather the data, questionnaires were distributed to the Business students at the beginning of classes in two universities. I will be incorporating one model which is mathematical. The test that I applied is Modal Frequencies: Descriptive Statistics model 3.3 Sample Size Population of this study are young urban consumers, ranging in age from 17 to 30, in Karachi, Pakistan. The reason for choosing this age group is because they are more active in social activities and consider the hygienic grooming and issue of personality development. Due to their abilities to select products that contributes to their personality and they may be more interested in taking them. Even among disinterested consumers, the people will have to consider the value of these products in one way or the other. The total sample size of this study is 60 individuals, enrolled in different programs in two of the most important universities of Karachi. 3.4 Data Collection Information was collected from the segment of respondents via a questionnaire. The phase of the study is the collection of the websites, journal reviews and other publications, relating to business, marketing, advertising and branding. Truthful data and ideas were incorporated into the review of literature. Researchers who conducted their research in the past times that relate to branding were also reviewed so that the researcher has some idea of the results that
- 13. 13 future research may yield. This segment of the research enabled the researcher to understand how strategies and theories are located into practice. On the whole, the literature review was successful in drawing parallels and contrasts connecting the knowledge of experts and that of corporate professionals. 3.5 Hypothesis. Once when we have identified the important variable in a situation and established the relationship among them through logical reasoning. In this position we test the relationship that has been theorized do, infect hold true. By testing these relationship through statistics analysis. In our study we identified two variable relationship & to test the statement, Dependent Variable = Consumer preferences/Demand Independent Variable = Integrated Marketing Communication (IMC) The Integrated Marketing Communication (IMC) more useful to consumer preferences/demand for clear shampoo. 3.6 Model Modal Frequencies: Descriptive Statistics model Using a Descriptive statistical model with simple graphical arrangement of data can give an analysis about almost any quantitative study. It deals with the methods of association, lessening, summarization and arrangement of figures in order to make them amenable to logical analysis and interpretations. The higher value of the feedback is picked to analyse the results. As seen below all those answers are highlighted which are higher as compared to the others. 3.6.1 GRAPHICALINTERPRETATION Q. 2 Why do you use this particular shampoo? Essence (%) Results (%) Advertising (%) Other (%) 15 40 45 0 TABLE: 3
- 14. 14 CHART: 2 The main driver in attracting the consumer is advertising of the product with nearly 45% of the people surveyed citing it as the main criterion for choosing the product followed by past experience of the consumer. Results are a second criterion with a percentage of 40% of the people surveyed gave importance during buying. Q. 3 Have you seen any promotional activity or campaign of this particular shampoo? Yes (%) No (%) 55 45 TABLE: 4 15% 40% 45% 0% WHY YOU USE THAT SHAMPOO Essence Results Advertising Other
- 15. 15 CHART: 3 55% of the respondents have seen the promotional activity and campaigns of the clear shampoo whereas 45% might know the brands through friends and family or by any other mean. Q. 4 How often do you use this particular shampoo? Once a day (%) Alternate day (%) Once a week (%) Other (%) 10 70 18 2 TABLE: 5 0% 10% 20% 30% 40% 50% 60% Yes No 55% 45% PROMOTIONAL ACTIVITY Yes No
- 16. 16 CHART: 4 70% claims that they use the shampoo on alternate days whereas 18% said once a week. This is because the experts say that these shampoos contain chemical and shampooing their hairs everyday will damage them so it’s better to use it on alternate days. Q. 5 Have you ever tried CLEAR shampoo? Yes (%) No (%) 80 20 TABLE: 6 10% 70% 18% 2% USAGE Once a day Alternate day Once a week Other
- 17. 17 CHART: 5 80% of the respondents have tried clear shampoo whereas 20% uses other brands. Q. 6 How did you become familiar with CLEAR shampoo? Through a friend (%) Through promotional activities (%) Advertising (%) 30 25 45 TABLE: 7 0% 10% 20% 30% 40% 50% 60% 70% 80% Yes No 80% 20% TRIED CLEAR SHAMPOO Yes No
- 18. 18 CHART: 6 45% of the respondents know the product through the advertising tactics of clear shampoo. 25% have the knowledge of the product through its promotional activity and the remaining 30% is from word of mouth. Q. 7 How do you find the advertising of CLEAR shampoo? Attractive (%) Average (%) Not good (%) Below standard (%) 60 30 10 - TABLE: 8 30% 25% 45% BECOME FAMILIAR WITH CLEAR SHAMPOO Through a friend Promotional activity Advertising
- 19. 19 CHART: 7 60% of the sample finds the advertising of CLEAR shampoo attractive whereas 30% say that its average and 10% dislike the advertisements. Q. 8 How do you find the promotional activities of CLEAR shampoo? Beneficial (%) Average (%) Below standard (%) Other (%) 60 40 - - 0% 10% 20% 30% 40% 50% 60% 70% Attractive Average Noot good Below standard 60% 30% 10% 0% HOW DID YOU FIND THE ADVERTISING? Attractive Average Noot good Below standard
- 20. 20 TABLE: 9 CHART: 8 40% of the sample claims that the promotional activities are average whereas 60% find the activities beneficial. Q. 9 How many times are you reminded of CLEAR shampoo on a daily basis? At least thrice (%) At least twice (%) At least once (%) Other (%) 20 70 10 - TABLE: 10 0% 10% 20% 30% 40% 50% 60% 70% Beneficial Average Below standard Other 60% 40% 0% 0 % PROMOTIONAL ACTIVITIES Beneficial Average Below standard Other
- 21. 21 CHART: 9 70% of the sample is reminded of CLEAR shampoo on a daily basis at least twice whereas 20% says that they are reminded at least thrice. Q. 10 What do you think is the major element in creating awareness for CLEAR shampoo? TV advertisement (%) Billboards (%) Sampling (%) Personal selling (%) 20% 70% 10% 0% REMINDER At least thrice At least twice At least once Other
- 22. 22 78 4 15 3 TABLE: 11 CHART: 10 78% of the respondents say that TV advertisement is the major element in creating awareness whereas 15% claim that it’s through sampling, 3% through personal selling. Q. 11 Did any advertising or sales promotional tool influence your buying decision? Yes (%) No (%) 75 25 TABLE: 12 0% 10% 20% 30% 40% 50% 60% 70% 80% 78% 4% 15% 3% AWARENESS TV advertisement Billboards Sampling Personal selling
- 23. 23 CHART: 11 75% says that Yes the advertising or sales promotional tool influenced their buying decision whereas 25% is against it. Q. 12 Have you switched from your shampoo to CLEAR shampoo? Yes (%) No (%) 65 35 75% 25% BUYING DECISION Yes No
- 24. 24 TABLE: 13 CHART: 12 65% of the respondents have switched from their shampoo to CLEAR shampoo whereas 35% is stick to their brands. Q. 13 Do you intend using CLEAR shampoo in the future? Yes (%) No (%) 80 20 TABLE: 14 0% 10% 20% 30% 40% 50% 60% 70% Yes No 65% 35% SWITCHING Yes No
- 25. 25 CHART: 13 80% claim that they intend to use the clear shampoo in the future and don’t want to switch to the other brand as the existing brand satisfies them. Q. 14 Does CLEAR shampoo actually does what it says? Yes (%) No (%) 76 24 TABLE: 15 80% 20% USING IN FUTURE Yes No
- 26. 26 CHART: 14 76% say that they are satisfied with the clear shampoo and its results where as 24% disagree with it. Q. 15 Did you find anything different and unique about the channels and methods used for promoting CLEAR shampoo? Yes (%) No (%) 90 10 TABLE: 16 0% 10% 20% 30% 40% 50% 60% 70% 80% Yes No 76% 24% DOES WHAT IT SAYS Yes No
- 27. 27 CHART: 15 90% agrees that there is something different and unique about the channels and methods used for promoting CLEAR shampoo e.g. the endorsement strategy is unique when compared to other brands like Pantene or sunsilk etc 0% 50% 100% Yes No 90% 10% UNIQUENESS IN PROMOTING CLEAR Yes No
- 28. 28 4.0 RESULTS ANDDISCUSSION 4.1 Results and Discussion Clear shampoo predicts assurance for the young Pakistanis at present. It provides unisex and male range, and with that it solves the dandruff problems but assures the looks and eye- catching. It spells the magic of charm and competitiveness in the personality of a person. Clear is known for its dandruff solving attribute and since 2007 its making sure that consumers using clear should get rid of the dandruff issues because clear doesn’t wants its consumers to shatter their confidence because of dandruff. Clear shampoo has a gender-based twin style because it understands that male scalp has a distinctive set of desires and needs focused concern in order to get rid of dandruff and other scalp related issues. With its unisex range, it adds distinct range of shampoos especially for men. Its campaigns have directed on enlightening the consumer regarding its practical advantages, even as sensitively capturing its consumers through famous brand ambassadors like Fawwad, Aminah sheik, Amina Haq, Atif Aslam, Cristiano Ronaldo and Shahid Kapoor. This has led clear to mature over past three years regardless of the rivalry from deep-rooted anti dandruff brands available in the market. After the campaigns of the endorsers or in other words Clear shampoo has changed its advertisement strategy to market the product and because of that the sales of the shampoo are increasing per month. If we analyse the results of the respondents then 90% of the sample size finds something different and unique about the channels and methods used for promoting Clear shampoo. 80% will use the shampoo in future without stopping it because they think that the shampoo does what it claims in its advertisement. 75% switched from their brand to clear shampoo because of the trustworthiness of the advertising by the endorsers.75% of the sample claimed that advertising or sales promotional tool influenced their buying decision. 60% says that the promotional activities are beneficial whereas 40% says they are average. 40% of the sample prefer and buy clear whereas other buys Pantene and sunsilk. 45% become familiar with clear shampoo by advertising whereas 30% by friend and 25% by promotional activities.
- 29. 29 4.2 Recommendations 1) They should enter into web marketing. 2) They should increase the buying of raw material from local markets so that it does not have to suffer excessively from devaluation and continuous increase in tariff rates. 3) Cricket stars can also be used to endorse as Pakistani consumers love cricket. 4) They should introduce 2 in 1 components like shampoo plus conditioner which is the demand of huge potential market. 5) They should provide the consumer with the hot line number where they can call in to complain about the product or to ask specific questions about it. 6) The customer care centres can also advice consumers about their hair type and other hair related queries. Such a strategy would highlight concerns for the public as well as helping it to gain market share.
- 30. 30 5.0 CONCLUSION ANDLIMITATIONS 5.1 Conclusions This paper explored clear shampoo advertisement strategy and its effect on the consumers and evaluated them on the realism and uniformity with the descriptive statistic model presented in my paper. The model can easily identify the categories of the product available or involve at diverse phases of consumer action and for that reason, require diverse advertising strategies to achieve the required objectives. Advertising strategies and tactics influences the order in which we suggest or observe the alternatives we deem. It is not nearby any persuasion tactic. It is nonetheless effectual. As a substitute of persuasion and other key effects we should look for ‘feathers’, or slight effects. These slight effects can lean the equilibrium when alternative brands are otherwise equivalent through repetition, can rise unnoticeably by small increments eventually. The results show that slowly and gradually as the strategies and advertising tactics of the clear shampoo are enhancing the sales are increasing and consumers are demanding the product. 5.2 Limitations Following are some of the limitations I came across: 1. As it is not possible to examine all ideas, there may be certain other issues which are of significance to the subject but which were not be focused upon. 2. The time restriction also confines the amount of research that could be conducted and included in the literature analysis. 3. A further control was the limited access to certain sources of information. E.g. Websites that needed a subscription to be paid before access was approved.