4. Synergy - The Group
ď§ Established in 1999
ď§ Pakistanâs fastest growing integrated communications group
ď§ Workforce of 150+ employees
ď§ Offices in Karachi, Lahore & Islamabad
ď§ Annual Billings over PKR. 3.3 Billion
ď§ Consistently ranked in the top 10 Pakistani ad agencies since 2001
ď§ We have won following awards in advertising business:
ď§ 17 PAS Excellence Awards,
ď§ 13 APNS Awards,
ď§ 2 iCom Awards, and
ď§ 1 ABBY Award
5. Our Clients â Brands that Click
KARACHI
ď§ Summit Bank
ď§ National Bank of
Pakistan
ď§ PIA
ď§ ABL Asset Mgmt.
ď§ SSGC
ď§ Del Monte
ď§ Langnese
ď§ Monsalwa
ď§ Toshiba
ď§ Siemens Pakistan
ď§ Engro Polymer
ď§ Searle
ď§ Meiji
ď§ Al Meezan
Investments
ď§ BIZTEK
ď§ IBA
LAHORE
ď§ Diamond Paints
ď§ Stora Enso
ď§ Sabiha Foods
ď§ Mausummery
ď§ Insignia
ď§ Fabrizio
ď§ ICI
ď§ SNGPL
ď§ Anhaar Milk
ď§ Premier Group
(Milan)
ď§ DGPR Punjab
ď§ Leisure Club &
Sefam
ď§ Excel Group
ď§ Seasons Canola Oil
ď§ Educators
ISLAMABAD
ď§ Zong [CMPAK]
ď§ Emaar Pakistan
ď§ Wi-Tribe Pakistan
ď§ Dell
ď§ Murree Brewery
Co. Ltd
ď§ TOPS food &
Beverages
ď§ Air Blue
ď§ GTZ
ď§ European Union
ď§ National Highway
Authority
ď§ ANF
PR
ď§ Nokia
ď§ SAP
ď§ Dawlance
ď§ Wi-tribe
ď§ Emaar
ď§ Microsoft
ď§ Lottee Pakistan
ď§ JS Investment
ď§ Al meezan
ď§ Mandviwalla Ent,
6. Our Subsidiaries & Partners
ď§ Synergy Advertising - Advertising & Communications
ď§ Syntax Communications - PR & Strategic Communications
ď§ Synergy Marketing Corp - Events / Activations & Brand
Launches
ď§ Synchronize Media ( CARAT ) - Media Buying & Research
company
ď§ Brandsynario.com - Marketing and Advertising Portal
ď§ Synergyzer - Bi-Monthly Trade Magazine
ď§ Synchronize Digital - Digital Media & Interactive Media (in
partnership with Symmetry Group)
8. Brief
Propose a communications strategy for Ezifibre &
kidzVits â a direct to consumer product of CCL Pharma
along with 360 degree campaign idea and execution
for its hard launch
10. Objectives
To attract and convert dietary conscious
customers to Ezifibre & KidzVits through
effective communication and visual strategy
for the hard launch
Product awareness
27. Everyone in the organization. They all define
what the product is and how it turns into a
âbrandâ for us. They are all âBrand Ownersâ.
28. How do the Brand Owners generate
or enhance our experience?
29. By creating experiential zones or Contact
Points. There are lots of them. Each one of us
has very different ones. That is where
exposure to a brand comes from.
31. 1. REFLECT the emotions of the people
and what they know.
2. Let your voice RESONATE with their
feelings.
3. ENGAGE! with the right platforms at
the right place.
4. BECOME THE VOICE of the people.
38. History
⢠CCL has a vision to be a leading consumer health care
company by offering superior products to help consumers
manage their own health, feel enriched and get more out of
life. While aiming so, the focus remains embedded in science
and high tech R&D.
⢠The product portfolio focuses on everyday health solutions,
enriching consumer lives to make it easier, happier and
worthwhile.
⢠Ezifiber & KidzVits are the consumer health products that are
in focus.
43. Communication Analysis
⢠Present in print and electronic media
⢠TVC are based on human elements and
the functional benefits of the product
⢠Urdu has been the preferred mode of
communication
46. Communication Analysis
⢠Positioning line is âDhak Dhak Dil Say Bolâ
⢠Present in print and electronic media
⢠TVC has famous models to endorse the
product
49. Communication Analysis
⢠Strong presence in print and electronic media
⢠TVC has the human element along with the
functional benefits of the product
⢠Urdu is the preferred mode of communication
50. - Imported product
- One of its kind in Pakistan (refined husk)
- Product packaging stands out from
competition
- The only flavored ispaghol available in
market
- Is only available at select pharmacy
outlets
- Has not been advertised yet
- Not available over the counters of super
stores, department stores, modern trade
centers
- Growing health awareness
- The flavored refined husk can take the
lead over its competitors
- Modern trade is a huge opportunity to
increase customer attention and increase
sales
- Established competitor brands in the
market
- Loss of market share due to smaller
reach to customers
SWOT
ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
54. What is so special about EziFibre?
EziFibre
Natural
Helps
improve
digestion
Reduces
Cholesterol
Packed
for
Conveni-
ence
Helps in
Weight
loss
Refined
Ispaghol
for easy
consumpti
on
Orange
flavor
with
Vitamin C
58. EziFibre is a convenient, natural and healthy
product which helps improve digestion.
59. WHY SHOULD THE CONSUMERS
BELIEVE US?
EziFibre
Natural
Helps
improve
digestion
Reduces
Cholesterol
Packed for
Convenience
Helps in
Weight
loss
Refined
Ispaghol for
easy
consumption
Orange
flavor with
Vitamin C
61. Defining the priority of key product attributes
in terms of importance will help us streamline
our communication and make it easily
understandable and MEMORABLE for our
consumers.
63. COMMUNICATION PLATFORM
Leveraging on the above tagline, we use
relevant media to convince our target
market that;
âEziFibre is THE quick and convenient
solution to your digestive problems.â
66. Partly because it helps convey solutions to
inconvenient problems in a easily digestible
way, and, also, because it helps in boosting
message and brand recall.
67. In design, product will be given heavy visual
weight age, while maintaining aesthetics.
The overall impact of our communication will
be very friendly and an energetic.
74. Audio Video
Female V/O:
Finding a way to add fiber to your diet
keep your tummy regular can be a big
challenge.
But, now thereâs new EziFibre with
naturally soluble refined Ispaghol Husk
which forms a gel which gently
massages your tummy from the inside
to keep them working as they should.
And with its refreshing Vitamin C
enriched orange flavor, it is easy-peasy
to consume.
Keep your cholesterol low and your
waist slim with EziFibre.
Itâs yummy and very good for tummy.
Animation:
A goofy animated man is chasing after
vegetables and cereals.
He bumps into a giant bottle of EziFibre.
We show his X-Ray as he drinks it from a
glass and we show it going down
through his digestive tract.
He puts the glass down with relief and a
smile on his goofy face.
The man is leaning against the giant
bottle of EziFibre, and he rubs his hand
on his belly.
And we freeze frame
118. Chewable Multivitamin for children.
Vitamin
B6
Folic
Acid
Vitamin
B12
Vitamin
H
Biotin
Vitamin
A
Vitamin
C
Vitamin
D
Vitamin
E
Vitamin
B
Pontothenic
Acid
Iodine Zinc Inositol
Inositol
128. Defining the priority of key product attributes in
terms of importance will help us streamline our
communication and make it easily
understandable and MEMORABLE for our
consumers.
132. Leveraging on the above tagline, we use
relevant media to convince our target market
that âKidsVitz is THE perfect formulation for
your childâs daily vitamin and mineral needs,
and helps their mental and physical growth.â
135. Partly because it will attract our CONSUMER to it
and, also, because parents must find the
communication attractive and easy to differentiate
from competitors. This will result in boosting
message and brand recall.
136. In design, product will be given heavy visual
weightage, while maintaining aesthetics.
The overall impact of our communication will
be very colourful, friendly and an energetic.
143. Audio Video
V/O:
Weak lethargic children, they are all around
you.
To keep your child from becoming one of
them, you need KidsVitz! KidsVitz fights
nutritional deficiencies and invigorates your
child!
KidsVitz For a healthy young mind and body.
Animation:
Skinny, sleepy and fatigued boys and girls
are standing around in a playground.
KidsVitz gummies are show flying to the
park and all of a sudden the kids start
getting their powers. The kids are now
invigorated and start playing around.
KidsVitzâs SKU appear on white background
along with each of the gummies along with
the tag-line: âFor a healthy young mind and
body.â