SUBMITTED BY:

MOHAMMAD FAROOQ AHMED

SUBMITTED TO:

MS.AYESHA FAROOQ

SUBMISSION DATE:

31-12-2009

BAHRIA UNIVERSITY OF MANAGEMENT SCIENCES, KARACHI

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Table Of Contents
ACKNOWLEDGEMENT --------------------------------------------------------3

5 ADS WHICH I LIKE:

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o

INTERNATIONAL ADS:
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Head & Shoulders(Shampoo)

---------------------6 7

Davidoff (Perfume)---------------------------------------Loreal (light reflecting serum)----------------------- 8

9

LOCAL ADS:
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Nesvita (Milk)
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Stillmans (Beauty cream)

------------------------11

5 ADS WHICH I DISLIKE:

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12

INTERNATIONAL ADS:
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Galaxy Promises (Chocolate)

---------------------15 16 14

Nestle Aero (Chocolate) --------------------------Zovirax(Cold Sore Cream) ------------------------

LOCAL ADS:
-------------------------------------------------------17 CMYK (cosmetics) -----------------------------------18 Black Beauty (talcum powder) ---------------19

ACKNOWLEDGEMENT:
Firstly I would like to thank Allah Almighty who enabled me to make this report. Secondly I would like to thank Ms. Ayesha Farooq for motivating me in making this report, providing me the correct information about the marketing concepts and helping me complete this report. I would also like to thank Yamna Nadeem, Umer Ahmed, Sarib Moeen Beg, Rafia Rashid, Anum Saleem, Sana
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Malik and all my other friends who helped me with this report.

5 ADS
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I LIKE
INTERNATION AL ADS
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Head & Shoulders

Davidoff

Loreal

HEAD & SHOULDERS

Source: The Company Edition: January 2006 Reason why I liked this ad : I like this ad because the product claims to give dandruff free shiny and silky hair which is very well shown in this ad . Product: Anti-dandruff shampoo.(both men and women)
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Price: $5.32 Place: It is easily available all over the world in many countries. Promotion: Heavy advertisement through print ads, billboards and commercials. AIDA: A It got my attention because of the dandruff free shiny and smooth hair of the female model. I It got my interest. D I desire to buy this product. A I went to the nearest retail shop and purchased this product APPEALS: It is a quality and economy product. Used differentiated target market strategy by coming up with different types of shampoos. It targets both men and women of all ages Emotional appeal in terms of love. Value based pricing. More for same. Targets the upper and middle class. Life style. RECOMMENDATIONS: They should also improve their packaging. They should improve their advertisements to attract consumers. They should make sure that the product is easily available.

DAVIDOFF
Source: The Company Edition: January 2006

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Reason why I liked this ad : I like this ad because the female model in this ad is very attractive and the bottle of the perfume is stylish. Product: Perfume(for women). Price: $19.00 Place: It is sold at cosmetic shops and perfume shops and is available in many countries. Promotion: Advertisement through print ads, billboards and commercials. AIDA: A It got my attention because the bottle of the perfume is very attractive. I It did not catch my interest because it is for ladies. D I do not desire to buy this product. A No action as I cannot afford this product APPEALS: It is a value product. Emotional appeal in terms of pride. It targets young women. Value based pricing. Used niche target market strategy. More for more. Targets the upper class. Life style. RECOMMENDATIONS: They should lower their price. They should focus more on their advertisements. They should make sure that the product is easily available.

LOREAL
Source: Instyle
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Edition: March 2008 Reason why I liked this ad : I like this ad because the product claims to give glossy hair which is very well shown in this ad. Product: Light reflecting serum.(for women) Price: $8.39 Place: It is easily available all over the world in many countries. Promotion: heavy advertisement through print ads, billboards and commercials. AIDA: A It got my attention because of the shiny and silky hair of the female model. I I am interested in this product. D I desire to buy this product for my sister. A I bought this product for my sister. APPEALS: It is a quality and value product. Emotional appeal in terms of pride. It targets females of all ages. Used niche target market strategy. Value based pricing. More for same. Targets the upper and middle class. Life style. RECOMMENDATIONS: They should lower their price to make it more affordable. They should improve their advertisements to attract customers.

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LOCAL ADS

Nesvita (milk)

Stillmans (Beauty cream)

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NESVITA
Source: Akhbar-e-jahan Edition: 20-26 October 2008 Reason why I liked this ad : I like this ad because this product claims strong bones which is nicely sown in this ad and I also like the simplicity of this ad. Product: Milk Price: PKR 70 Place: It is easily available all over Pakistan. Promotion: Advertisement through print ads, billboards and commercials. AIDA: A It got my attention because of attractive background color and the calci-lock shown in the ad . I I am interested in this product as it claims strong bones. D I desire to buy this product. A I bought this product from the nearest retail shop. APPEALS: It is a quality product. Value based pricing. Targets men and women of all age groups. Used niche target market strategy More for same. Targets the upper and the middle class. Slice of Life. RECOMMENDATIONS: They should improve the taste of their product. They should improve their advertisements to attract more customers.

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 They should make sure that their product is easily available.

STILLMANS
Source: Akhbar-e-jahan Edition: 24-30 November 2008 Reason why I liked this ad : I like this ad because this product claims skin beauty which has been shown in the ad and I also like the packaging of this product. Product: Beauty cream (for ladies) Price: PKR 120 Place: It is easily available all over Pakistan. Promotion: Advertisement through print ads, billboards and commercials. AIDA: A It got my attention because of beauty of the model and the packaging of the product. I I am not interested in this product as it is for ladies. D I do not desire to buy this product. A no action as I did not liked the product. APPEALS: It is a quality product. Value based pricing. Targets young females. Used differentiated target market strategy. Same for same. Targets the middle class. RECOMMENDATIONS: They should improve their product quality.

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 They should improve their advertisements to attract more customers. They should introduce their product in other countries.

5 ADS I DISLIKE
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INTERNATION AL ADS
Galaxy PROMISES(Chocolate)

Nestle AERO (Chocolate)

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Zovirax (Cold Sore Cream)

GALAXY PROMISES
Source: The Company Edition: January 2006 Reason why I Disliked this ad : I did not like this ad because if we look at the designs in the ad without looking at the picture of the chocolate bar, it does not seems to be an ad of chocolate. Product: Chocolate Price: $5.99 Place: It is easily available all over the world in many countries. Promotion: Advertisement through print ads, billboards and commercials. AIDA: A It got my attention because the designs are attractive. I I am interested in this product though I didnt liked the ad. D I have a strong desire to buy this product. A no action as it is not available near my house.

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APPEALS: It is a quality product. Value based pricing. Targets both men and women of all ages. Used niche target market strategy. More for more. Targets the upper class and the middle class. Slice of Life. RECOMMENDATIONS: They should lower their price. They should focus more on their advertisements. They should improve the taste of the product. They should make sure that the product is easily available.

Nestle AERO
Source: Instyle Edition: March 2008 Reason why I Disliked this ad : I did not like this ad because it is an ad of chocolate but it doesnt seems to be an ad of chocolate if we remove the chocolate bar shown in the ad . On the other hand, I did not got the concept they used of taking the male model in this ad . Product: Chocolate Price: $2.25 Place: It is available all over the world in many countries. Promotion: Advertisement through print ads, billboards and commercials. AIDA: A It got my attention because of the simple background. I I am not interested in this product.
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D I do not desire to buy this product. A No action as I dont desire to buy this product. APPEALS: It is a quality product. Value based pricing. Targets both men and women of all ages. Used niche target market strategy. Same for same. Targets the upper class and the middle class. Slice of Life. RECOMMENDATIONS: They should improve the taste of their product. They should make sure that their product is easily available. They should improve their advertisements.

ZOVIRAX
Source: The Company Edition: January 2006 Reason why I Disliked this ad : I did not like this ad because of the dull colored background and I did not got the logic behind the girl wearing a helmet. Product: Cold sore cream (both men and women) Price: $12.38 Place: It is available all over the world in many countries. Promotion: Advertisement through print ads, billboards and commercials. AIDA: A It got my attention because it has no color.
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I I am not interested in this product as I didnt liked the ad . D I have a strong desire to buy this product. A No action as I did not liked the product. APPEALS: It is a quality product. Value based pricing. Targets young men and women. Used niche target market strategy. More for same. Targets the middle class. RECOMMENDATIONS: They should launch their product in more countries. They should focus more on their advertisements. They should make sure that the product is easily available.

LOCAL ADS
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CMYK (cosmetics)

Black Beauty (talcum powder)

CMYK
Source: Akhbar-e-jahan Edition: 24-30 November 2008 Reason why I Disliked this ad : I did not like this ad because the background is very dull and there is no model in the ad . Product: Cosmetics (women) Price: PKR 180 Place: It is available all over Pakistan. Promotion: Advertisement through print ads and hoardings.
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AIDA: A It got my attention because it has a very dull color scheme. I I am not interested in this product as it is for ladies. D I do not have a desire to buy this product. A no action as I did not liked the product. APPEALS: It is a value product. Value based pricing. Targets young females. Used differentiated target market strategy. Same for same. Targets the middle class. RECOMMENDATIONS: They should launch their product in other countries. They should focus more on their advertisements. They should improve the quality of the product.

BLACK BEAUTY
Source: Akhbar-e-jahan Edition: 8-14 December 2008 Reason why I Disliked this ad : I did not like this ad because bottle of the product is very dull and not attractive and the model also is not attractive. Product: Talcum powder (women) Price: PKR 60 Place: It is available in many parts of Pakistan. Promotion: Advertisement through print ads. AIDA:
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A It got my attention because it has a very dull color scheme and picture of the product is very big. I I am not interested in this product as it is for ladies. D I do not have a desire to buy this product. A no action as I did not liked the product. APPEALS: Value based pricing. Used differentiated target market strategy. Targets young females. Same for same. Targets the middle class and the lower middle class. RECOMMENDATIONS: They should improve the quality of the product They should launch their product in other countries. They should focus more on their advertisements.

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