NIDO - Caring For Toddlers

NESTLE has been serving in Pakistan since 1988. It started when the Switzerland based NESTLE, the parent company, first acquired its shares in Milkpak Ltd. Today, Nestle is fully integrated in the Pakistani environment and is recognized as the producers of tasty, healthy and nutritious food. The Company's philosophy is to provide healthy and nutritious food to every consumer at their doorstep. For this, company has got a perfect supply chain planning. They want their customers to get all products in an easy and convenient way.

NESTLE has a diversified portfolio of brands like; milk, dairy, chilled dairy, beverages, bottled water, baby food, prepared meals, breakfast meals, chocolates and confectioneries.

NESTLE has got 3 forms of products under its MILK Head, which are MILKPAK, NESVITA, NIDO, NESLAC and EVERYDAY.
Children grow extremely quick, so do their developmental requirements. NESTLE, keeping this in mind, have developed such, nutritious powdered milk that contains all the fundamental and nutritional needs of children at all stages of growth.
NESTLE NIDO 1+, 3+, 6+ is a new line of powdered milk products, which comprises of all the basic and essential requirements of children at these particular ages. These nutrients are very much useful for such age groups as these are considered to be the development stages.

Reviewing the ad of NESTLE NIDO 1+ TVC, in this ad, the toddler wants to touch everything around, he wants to put things in their mouth, he does not know if it is healthy for him or not, this is a new world around him, and he wants to discover and explore it on his own.

By touching and putting everything in his mouth, he enormously wants to figure out everything around. This could make him suffer from severe digestive problems.

For this, kids require such blend of fibers, which are highly useful for children from the age group of 1-3. This could help to make their digestive system stronger and healthier, to prevent them from stomach diseases. NESTLE NIDO 1+ has Prebio1 in it. It contains vitamins, iron and minerals in it, which are necessary nutrients, for the growth of toddlers. These are the essential nutrients which should be provided to the children to strengthen them up with a healthy immune digestive system and the ability to fight off the germs. So, now mothers do not have to worry about their kids. They just have to give them NESTLE NIDO 1+ a day, and let them discover this world by their own.

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The World’s best brands for 2009

Products are turning into brands and companies are heavily investing in their products to make them recognized brands. The competition is no more for the share of mind now it has raised to achieve the share of heart. For such branding plays the dominant role.

Interbrands has just taken out their famous brands ranking and again Coke with the highest brand equity is ruling the world again. This is not happening for the first time that Coke is at number 1 place. Coke has been number 1 in the brands ranking since last ten years. According to Interbrands, Coke has the brand equity of $68 billion which is actually a 3% rise over a period of one year. According to Time Magazine, Coke has launched 700 products in 2008.IBM holds number 2 position in Top 100 brands of the world. This brand has also shown consistant performance during the decade. With a brand worth of $60 billion, IBM is at number 2 in Interbrands ranking. During the last few years, a brand has risen to a level where it looks like that it has the ability to compete with the top brands in the world. Although, Americans just love Coke and their love and affection with this drink looks simply invincible but a brand is rising and despite the global recession this brand has shown 25% growth and jumped to a brand worth of $32 billion. This brand is none other than Google who has even replaced the word of searching with “Googling”. Also Google has come up with so many innovative products in the recent past with the latest addition in the browser industry named Google Chrome which is two times faster than the browsers available.

Global recession has effected the financial institutions like anything and they are the biggest victims of it. American Express with a 32% downfall at number 22, HSBC with a 20% downfall at number 32. But the biggest victim in financial sector according to Interbrands is Citi group. Citi group used to be at number 19 in 2008 rankings. Due to global recession, the brand has fallen down to number 36 with a downfall in brand equity oif 49%.

Interbrands publish this branding list every year. For a brand to qualify for the list, a brand must offer publicly available financial data and must book at least one-third of its revenues from outside its country of origin. The reason why Interbrands has mentioned this speared is to gauge the brand loyalty of those brands who are truly global in a real sense. That is why Walmart is not in the list because it does not generate enough internationally under this name.

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Olpers - A Powerful Pakistani Brand

We never thought of a strong brand that is purely from Pakistan can give a tough competition to the players like Nestle who has ruled the market for a long time. With excellent branding and promotional strategies along with strong distribution network, Olpers is now considered as one of the top most brands of Pakistan. They have sustainable communication strategies with an emotional appeal that has touched the hearts of Pakistani consumers.
Olpers stepped in to the market by launching a massive marketing campaign featuring some of the biggest stars of Pakistan. Billboards were setup at major cities with key locations and soon the brand captured the 22 percent market share. It had a voice which differentiated it from other, and this is where the success story begins.
Olpers always had a unique campaign; and it has been 3 years since Olpers celebrates the spirit of Ramadan. Olpers advert launched in Ramadan 2009 is the latest example for it. This Ramadan they have has come up with another nice promotional campaign. They are promoting the Muslim patriotic spirit all around the world through the most popular ‘Hum Mustafavi Hein‘song and a message of Peace for the whole world. The advert features Atif Aslam and Dawood Ali. It is directed by Asim Raza and he has worked fabulously. This ad has been shot in 5 different countries I-e Pakistan, Dubai, Morocco, Brunei and Turkey. They have shown the Muslim rich culture, heritage and beautiful mosques.
Olpers hasn’t stopped by only concentrating on Milk as they have diversified their portfolio and came up with other products as well. The latest one is Omore which is again a decent launch with an out of the box promotional campaign. One can safely say that Omore is kind of brand which we can compare with any International brand.

COKE BRRR AD, PAKISTANI COMMERCIAL

Coke has always used a drive theory to motivate to engage its consumers. Primary objective of coke is that addition of coke drink (Consumer Soda Drink, CSD) leads to a change in life style; it elevates your standard and style. It gives you the feel of enjoyment, fulfillment, and self satisfaction. Further the punch line “very chill hai coke zindagi”, very clearly highlights the message of living a tension free, easy and comfortable life with just an addition of coke, Consumer Soda Drink in life.
Keeping in view the core target audience for Coke Company and its products in the consumer soda drink industry, Coke identified its core market for youth, teens and elderly people. This was done by using Consumer Muti Media Index, CMI. The research showed Sharpe twist in coke preference within its target audience. Coke was a must drink in the following Social Economical Class, (SEC).

Keeping in view the core audience, in view Coke adapted its South African Copy for the BRRR….. Ad campaign. The original copy of the ad was of 60 second. For on airing the same copy in Pakistani market Coke reworked around the same copy and concept and adapted it to a 45 sec main Television Commercial, TVC. Local faces of youth, teens and elderly audience were added in the commercial to give it a localized look and feel.
This ad before on airing was pre tested in category SEC A & B only. The results were positive and thus were on aired. On the hand this was contrary to what the actual target audience was i.e. SEC B-. C in short masses, as the same ad was not tested in the stated social economical class.
The consumer soda drink company, Coke had set an ambitious goal to maximize its sales in the upcoming summers. The new summer ad of coca cola was on aired on all leading local and terrestrial channels with high reach and frequency. The on aired advert analysis showed that the ad had high reach and achieved high media ratings, where as the overall recall for the same ad was not that high and considerable.
The BRRR… ad started with colorful impact and Shoaib Hashmi unique BRRR style. The ad creates the impact to the all ages, as someone drinks Coca Cola, instantly he reacts with BRRR response (chill factor). In the ad, BRRR is a state of a person enjoying with full of fun and amusement.
As per COKE international policy to on air identical concepts in all identical target markets. The COKE-BRRRR ad is adapted from an African theme. The theme clearly depicts African culture; as the Brrr action in the ad is actually one of the basic dance moves in the African dance. The overall media tracking reports a failure of this advert in the South-Asia. (Source Ac. Neilson), furthermore the media tracking company of Pakistan; Media Bank reports a drastic failure of this advert in Pakistan. One of the biggest reasons being, that it is not close to Pakistani culture, specially women doing the Brrr action is highly criticized by the society.
Moreover, the sophisticated class SEC A & B did not to associate themselves with a product so degraded. It is the illiterate class that shows a behavior as non-serious as shown in the advert. In general any advert, regardless of being associated to the lower sector of the society is presented in a way that it gives the feel of elevation, the people of that sector feel motivated to change lifestyle and become better as people above their status. This advert is not motivating the people to improve their standards and take life to a next higher level, but, it is actually de-motivating.

There is no one who can stop Ufone!

It started of with the launch of Ufone when Interflow Communications teamed up with Ahsan Rahim and Faisal Qureshi so that a new humorous appeal can be created in advertisements. The concept began with the story of Salma and Faisal and it was a big hit.But then Ufone decided to drop this concept the trend was changing and they had to compete with the growing brand djuice and also to keep the youngsters and opinion leaders on their side. The advertisements were executed pretty good but the concept that Ufone was portraying was not aligned with the brand image that has been created initially i.e. humorous appeal.

Two years ago, I was interviewed for a marketing position in Ufone and I told them in the interview that you brand is not consistent and you are confusing the consumers by portraying too many images of one brand. The Assistant Brand Manager said in reply that Just wait and see what is going to happen in in a few months and after a few months Interflow teamed up again with Ahsan Rahim, Faisal Qureshi and an fresh model named Meekal. The overall chemistry and the execution went well as expected and people began to love Ufone again. But this time they came with a bang and there is no one stopping Ufone. They are not only coming up with creative advertisement, funny appeals, innovative packages but they are also aggresive in their campaigns as they are hitting directly or indirectly to other telecom but the best part is their advertisments are the most creative and people always think that they cannot come up with a better ad than this but Ufone advertisment agency always suprises the audience with their new advertisement.