SURVEY OF MEDIA

Syeda Ayesha binte RashidMustafa AsifManal Faheem KhanMarium Khan

Kala Kola is a cosmetics company which was first established by the United Trading Company in the 1950s. The brand launched it’s Kala Kola-Fashion Collection in the 1990s which was a line of hair dyes for women.

Our team decided to focus on coming up with an extensive marketing strategy for the Fashion Collection which would make the product more accessible to its target market.

Target AudienceAge Group

We were able to conduct a survey to determine our target audience within the time that we had been given.

Firstly, in order to determine whether young girls also use hair dye, we asked twenty girls, aged eighteen to twenty-five, whether they would consider colouring their hair. The results, shown in Figure 1.1, show that even young girls today use hair colour.

From this we concluded that our target audience should not be limited to older women and should include younger girls, thus, we decided to focus on women aged 20 to 50.

Girls willing to colour their hair 18-25 years old

Yes

NoFigure 1.1

SEC Group

Our team went to several shops in Neelam Colony as well as Defence. We found that, while more upmarket brands such as Garnier and Loreal, price their hair colour products between Rs. 300 and Rs. 900, Kala Kola is priced at Rs. 95. This shows that Kala Kola products are meant to cater to lower SECs.

Moreover, Kala Kola products were placed at the back of shelves in shops in Defence, the pricier products dominated the shop fronts. Conversely, shops in Neelam Colony displayed a wide variety of Kala Kola products. This strengthened our initial supposition that Kala Kola products cater to lower SEC markets.

Mediums

• Television

• Print media

• Out of home

• Radio

• Digital Media45%

25%

15%

10%5%

priority of medium

Television Print media Out of home

Radio Digital Media

Figure 1.2

Television

• Urdu Channels Since our target market belongs to the lower SEC groups

which is mainly C and also D and consist entirely of females we will focus on Tv channels which are largely entertainment based such as ATV, Indus Vision, Star Plus, Geo Entertainment and Ary Digital and PTV. We will also air advertisements on cooking channels such as Zouk.

• Regional ChannelsGiven the popularity of regional channels in Pakistan, we

will also air advertisements on channels such as Sindh T.V. and KTN.

• Timings to air the ads

Weekdays:

The advertisements will be aired from 4 p.m. onwards because women who manage their households, usually get done with their chores around this time in the afternoon and then sit down to watch television. Advertisements will go on air most frequently during prime time i.e. From 6 p.m. To 8 p.m.

Weekends:

On weekends, we will air advertisements most frequently during the afternoons i.e. From 4 p.m. to 6 p.m. Because families go out in the evenings and television is most frequently watched during the afternoons especially on Sundays.

Print media

Our team decided that advertisements would be printed in weekly Urdu magazines such as Akhbaar-e-Jahaan as well as monthly magazines such as Urdu Digest.

Seeing as how our target audience is female we decided to focus on entertainment digests. Females, particularly from SEC C and D, do not read newspapers thus, we decided it would be more efficient, to forgo printing advertisements in these newspapers.

Out of home

Our Out of Home campaign will not involve extensive and interactive marketing campaigns, keeping in mind the limited budget available to companies such as Kala Kola.

Our main focus will be on billboards and bus stands because the majority of our target market travels through public transport.

Our billboards and banners will be placed near Saddar, University Road and Nazimabad because these routes are used most frequently by our target audience.

Radio

Radios are more popular than the internet in classifications C and D. Other than television and magazines, the only other mode of at-home entertainment is provided by radios as the females do not have access to the internet.

Therefore we will also place our ads on Fm stations FM 101 and FM 107 as these stations are being listened to by our target audience.

The reason why we’ve chosen to focus a small proportion of our marketing on the radio is in order to build frequency for the brands name and ensure that it remains the top off mind for our target market.

Digital Media

While looking for data on the internet, we came across websites catering to foreign markets. Retailers order Kala Kolaa products in bulk and sell them online to user living abroad. Thus, we decided that advertising on social networking sites such as Facebookwould be necessary for such retailers and foreign consumers.

We feel that advertising through digital media is important because in order to stay in the race, the company must adapt to new media and it is necessary to have at least a minimal presence online in today’s day and age.

As shown in Figure 1.2, we apportioned a limited proportion of our budget to advertising through digital media as our target market has minimal access to such media.

Our strategy is focused on using a limited budget that the company has, for optimum effectiveness. This is why we’ve restricted ourselves to reaching the already existing market for Kala Kola hair products in order to remain the top off mind for this particular segment of society.