Task-1

LO-1

Company Background:
Nestle Pakistan is a renowned brand that has made its position strong in the minds of the
customers over the time. Nestle is a Multi-National Company which was founded by Henri
Nestle in 1866. Nestle started operating in Pakistan in 1988 and has it headquarter in
Lahore with four production facilities across the country. Nestle is a brand based in
Switzerland and has a subsidiary in Pakistan known as Nestle Pakistan.

The vision of Nestle is "To be a leading, competitive, Nutrition, Health and Wellness
Company delivering improved shareholder value by being a preferred corporate citizen,
preferred employer, preferred supplier selling preferred products." The philosophy of
Nestle Pakistan revolves around its tagline that state 'Good food, Good life!' Nestle is known
for its blue and white logo with nestle written in the logo. The blue and white logo has
created a healthy position in the mind of the customers. Nestle deals in following seven
product categories;

 Dairy.
 Coffee.
 Nestle waters.
 Juices, nectars and fruit drinks.
 Infant nutrition.
 Breakfast cereals.
 Nestle professional.

We are focusing our campaign on the dairy sector product - milk pak (milk and cream).

Nestle has a good reputation in all the product categories mentioned above but in Pakistan,
nestle is mostly known for its bottled water as nestle water sells like hot cakes in Pakistan.
However, nestle follows an affordable pricing and serves as a market leader. Nestle sets the
prices of its products according to the quality of the products. We can assess the leadership
trait of nestle from their vision statement as well. Nestle serves and prefers to serve as a
leader brand in the market. By not compromising in the quality of their products, nestle
serves as a premium brand in Pakistan.

Nestle has invested in its promotion and some advertisement campaigns of nestle are still
remembered by the people. The Nescafe tune is still remembered by many consumers
however, it was introduced two decades ago. Nestle focuses on value and quality of life and
usually prefers to promote its brand through Advertisements in the form of TVCs and
practices Sales promotion. Nestle uses strong tag lines in its advertisements that create a
long-lasting impact on the customers. For example, the promotion of KitKat with the tag line
of 'take a break' is still remembered by many. Nestle uses TVCs, ATL marketing and social
media to promote itself in Pakistan. Milk Pak is advertised using the same means. For the
place, nestle deals in FMCG products and the products of Nestle can be found in retail
stores and on online stores. However, nestle does not own any stores by its own name but
various stores all around the country are selling the products of Nestle. (Nestle, 2020).

Competitive landscape.
When it comes to profitability and revenue, nestle has a big name in the market and as
nestle has been dealing in various products, the market potential of nestle is quite high as
compared to the other brands because nestle has already retained the loyalty of its
customers and people often associate nestle with reliability. With the broad brand portfolio,
nestle is leading in the market and has several opportunities open to it. The size of the
market that is being targeted is large as nestle targets various segments. Being a multi-
national company, nestle targets people from all around the world but nestle Pakistan
targets the Pakistani people by offering a variety of products. Nestle targets infants, kids,
females and adults in its market. Nestle has a total of 2,143,166 shares in Pakistan Stock
Exchange (PSX). Milk Pak by nestle has 37% shares in the packaged milk market, fruita vitals
and nestle juices have 36% of the shares in the beverage market. (PSX, 2020).

The main competitors of nestle in Pakistan are Unilever, friedlandcampina (previously

known as Engro foods) and PepsiCo. The following table shows the product lines of these
competitors.

Unilever Pakistan. PepsiCo Pakistan. Frieslandcampina (Engro

foods).
 Food (Rafhan, knorr  Foods (Snacks).  Olpers (Dairy - milk
and cornetto, etc.)  Beverages (Juices and cream)
 Beverages (Glaxose- and soft drinks).  O'more (Ice cream)
D).  Tarang (Tea
 Home care whitener)
(Lifebuoy, Vim, Surf
excel and domex,
etc.)
  Personal care (Dove,
fair and lovely, lux,
sunsilk, clear and
ponds, etc.).

SWOT Analysis of Nestle.

The swot analysis of nestle will look at the company's strengths, weaknesses, opportunities
and threats.

Strengths:
 Nestle operates at low costs which helps nestle in gaining a competitive edge.
 Nestle is a major shareholder in the Pakistani food industry.
 Nestle is socially responsible.
 The staff employed by nestle is skilled and educated.
 Nestle produces quality products.
 The products of nestle are easily available.
 Nestle has a strong brand image in the market.

Weaknesses:
 Nestle does not have much organic and sustainable products.
 The raw material used by nestle are obtained from the external sources.
 Nestle incurs high manufacturing costs.
 The marketing campaigns need to be stronger in order to create awareness among
people.
 Nestle introduced some international products in Pakistan which are not really
affordable by the lower- and middle-income groups.

Opportunities:
 Nestle states correct facts on its products and tells the customers about any harmful
effects of the products.
  Nestle prefers transparency in product sourcing.
 Nestle is now making ready to drink tea and coffee.
 Nestle deals is vast market.
 The products of nestle are widely consumed.
 Nestle is earning handsome profits and hence, can focus on expansion.

Threats:
 Nestle is contributing to water scarcity.
 Nestle is facing intense competition.
 The weather conditions may increase the price of coffee beans that are being used
by nestle.

(Bhasin, 2019).

PESTLE analysis of Nestle.

The following table shows the PESTLE analysis of nestle.

 Political The government imposes high taxes on almost every product including
the food and beverages. So, the political situation of Pakistan is not very
welcoming for the operations of nestle in the company and nestle has to
compromise on some parts of its revenue. Nestle has to keep a track of
all the policies that keep entering the regulations. The restriction on
imports by Imran Khan also served as a hurdle in 2020 but, nestle is
beneficial for Pakistan in the political sense as it pays high taxes and
brings in revenues for the country.
Economic While following the economic policies, nestle faces the challenge of
producing quality products at reasonable prices for the customers and
with the increasing tension between USA and China, nestle has to
struggle with the costs of raw material and there is an economic tension
between the suppliers which can affect the production of nestle.
Social Nestle is acting as a socially responsible company by reducing the
amount of sugar, sodium and other harmful elements in the products in
order to make them healthy and suitable for the consumers.
Technological Nestle believes in the innovation that can be brought by the help of
technology and nestle uses a blockchain system in terms of technology
to protect the company from privacy breaches and hacking. Nestle is
also using improved technology in the making of its products.
Legal Nestle has to follow the laws of the country and faced some issues with
the powdered milk of infants as nestle claimed that the milk was a
substitute for breast milk of mothers. However, the claim was untrue
because of the hot weather of the country.
Environmental Nestle is now becoming sustainable by making efforts to produce
environmentally friendly products but nestle uses plastic water bottles
which are harmful for the environment and hence, nestle is still in the
struggling phase when it comes to sustainability.
(Bhasin, 2019).

Target audience:
Nestle Pakistan targets all age groups as it produces products for infants, elders and
females. So, the target market of nestle is vast but it is important to note that nestle focuses
on the educated segment of the market that can differentiate between the products and
prefer to opt for the quality products. Nestle is focusing on people who are always in the
search of better products and strive for the quality of products. Nestle prefer to target fun
loving and social people as they help in getting a better feedback and can generate a
positive work of mouth. Nestle shapes its products in a way that the products can be used
on special occasions like birthdays too (for making goodie bags) or on cakes. Our campaign
for milk Pak will target all kinds of people that consume milk.
Consumer Insights:
Nestle would be positioned as a reliable and credible brand in the minds of the customers
by offering quality products at reasonable prices. Our focus is on milk Pak campaign and our
campaign would be held in a way that would gain a competitive edge on olpers by ensuring
the customers that milk Pak is safe for consumption and has several health benefits
attached to it. Previous campaigns of the dairy products being offered by nestle focused on
the product features. However, this campaign would also enlighten the consumers about
the use of milk Pak in different ways. The brand would be easily affordable by the
consumers and would provide the consumers with high quality milk that would gain the
trust and retention of the consumers. It would have an emotional appeal to it as we would
stress on how important it is to ensure that the milk you that is being consumed by you and
your family is safe for you and loved ones.

Objectives:
 Our brand campaign would have the following objectives:
 Increase the market share by 40% by the end of 2020.
 Convince the prospects to try milk Pak.
 Associate Milk Pak with freshness and quality.
 Design the campaign in a way that would be remembered by the consumers and
would increase the brand recognition by 60%.

LO-2.

Campaign Objectives.
Key message objective:
The key message objective of our new IMC plan will be as follows;

"To ensure the customers that milk Pak is a preservative free, environment and health
friendly brand."

Message strategy.
Our campaign would follow a soft sell approach. Soft sell approaches target the consumers
emotionally and derive emotional reactions. The campaign would address the consumers
directly and first make them ponder on their current milk consumption and then emphasize
on how milk Pak is a better option for them. This would be a touchy campaign that would
use both - logic and emotions.

The campaign would consider the cognitive, associative and conative strategies by making
the participants think about their current consumption behaviour and then questioning
them about what is needed by them. Affective strategy involves the emotions of a customer
and we would use the affective strategy by stressing on how milk Pak cares about the
consumers of its product. Cognitive strategy stresses on the beliefs of a customer and we
would use this strategy by stressing on how it is essential to consumer safe and healthy milk
that has all the nutrients in it and we will ensure the customers that milk Pak is the safest
option of milk available in the market. Cognitive approach emphasizes on the knowledge of
the consumers about a product. Our campaign would refresh their knowledge by reminding
the consumers about how they should include healthy milk in their diet and milk Pak is the
best option for that as it has everything that they are looking for.

Hierarchy of effects model.

In the cognitive phase, the campaign would create awareness about the product by telling
the customers about the different features of the product and making them aware about
the offering of the product. In the affective phase, we would convince the prospects that
Milk Pak is the right choice for them and unlike other packaged milk, milk Pak ensures purity
and health benefits to its consumers while staying natural. In the behavioural stage, we
would use our campaign in stores in forms of banners too in order to generate a positive
purchase behaviour.

Message appeals.
The appeals that we would use in our campaign would include fear and music appeals.

Fear appeal make the consumers want the product in order to avoid a situation that they
are afraid of. Our campaign would make the consumers aware about various drawbacks of
using unhygienic milk and how it could affect the health of the consumers. We would
mention various diseases that the consumers can get by consuming unhygienic milk and
how milk Pak is the only way to a healthy milk consumption.

Music appeal uses music and jingles in the promotion of the product that are then
remembered by the consumers and help in creating the association of the brand with the
jingle. In the case of our campaign, wed would use a jingle that would be remembered by
the consumers and increase the consumer retention for milk Pak.

Our message theme would be consumer oriented because our main target would be to
satisfy the consumers and we would focus on how the product in beneficial for the
consumer while implying the main focus on the consumers health and lifestyle and
presenting the product as a mean to achieve that ideal health and lifestyle.

Our campaign would create a point of differentiation by ensuring the consumers that the
packaging being used for milk Pak is sustainable and it provides the consumes with all-
natural ingredients ensuring that there is no compromise on the health. (

Message execution.
Our message execution would use an animated and storytelling technique as we would
show how a person consumed unhygienic packaged milk and got infected whereas, after he
started consuming nestle milk Pak, he started gaining the benefits of the products which
then resulted in the person becoming healthy once again and then we would use a
testimonial execution style in which we would inform the consumers about how milk Pak is
a better option for them and how they can use nestle milk Pak in their daily life to improve
both - their health and lifestyle.

Sources and spokesperson.

For the sources and spokesperson, we would use experts of health - doctors to convey our
message to the consumers and ensure them that milk Pak is a safe and healthy choice.
People usually tend to believe the experts and the doctors when it comes to a product that
is related to their health. Many mothers prefer to provide a milk to their infants that is
referred by the doctors to we would ask the doctors and the experts to recommend milk
Pak to the consumers.

Media objectives.
We would use the following media objectives for our campaign.

TVC and Radio ad:

We would design a 30 second TVC for the consumers that would be aired on the
entertainment channels like ARY digital and GEO. the TVC would also be shown on news
channels related to cooking like masala tv and on the news channels like ARY and geo
news. For the radio ad, we would air our campaign on radio FM 106.2 because majority of
the Pakistani people listen to 106.2 on radio.

Magazine and newspaper ad:

We would publish our campaign in the magazine 'Hello Pakistan' and on the front page of
dawn newspaper as these two are widely read by the target market of nestle milk Pak.

Billboards:
We would also place large digital billboards in the following cities:
 1. Lahore.
2. Karachi.
3. Islamabad.
4. Faisalabad.
5. Rawalpindi.

Channel selection.
Our objective while choosing these channels will be to create maximum brand awareness.
We would use personalized media as we would point out the past consumption patterns of
the consumers and the suggest them milk Pak for a better consumption patter. We would
use the following channels for our campaign.

Print:
We would use the print media to publish the ads of our product in newspaper and
magazine. There are still people out there who prefer reading over watching the ads. So, we
would target the audience that prefers to read by using the print media in the form of
newspaper and magazine ads.

Broadcast advertising:
We would sponsor the prime-time entertainment dramas and air our TVCs in the prime
time on TV and radio. This would add to the brand awareness and recognition as more
people would be interested in the product if it would appear to them in the prime times.

Public relations:
With the increasing trend of bloggers, we simply cannot deny the importance of PR in our
society as so many people are following the influencers and the bloggers on social media.
We would send out our PR packages to the influencers and bloggers and ask them to review
our product positively to the audience.

Digital marketing:
The world has turned digital with the increase in use of social media. We would use SEO
marketing and social media marketing to create a healthy brand image of milk Pak in the
minds of the customers and to ensure them that they have made the right choice by
choosing milk Pak. We would invest in sponsored posts on Instagram and Facebook and also
run a page where people could give their feedback. Digital media is easy to use and allows
the company to communicate directly with the consumers. Hence, digital media would
definitely be a part of the campaign. We would also place digital billboards in the main cities
of Pakistan which would help us to create awareness among more and more customers.

Budget.
Campaign objective-1: T create brand awareness.

Campaign objective-2: To ensure the consumers that nestle milk Pak is the right choice.

Campaign objectove-3: To generate a positive response by the target market.

Budget breakdown

Budget Amount
PKR

Advertising 1.2M

Consumer promotions 1.3M

Personal selling 20.5M

Sponsorships 5M

Database programs 1.8M

POP displays 2M

Public relations 1.3M

Digital 2M

Total 35.1M

Advertising budget breakdown

Advertising budget breakdown Year

PKR

Television 2.5M

Radio 1.4M

Magazines 1.2M

Newspaper 1.9M

OOH 2.4M

Total 9.4M

Schedule of advertisements

Television and
radio
 Duration Program Timeslot Total number Station
(weeks) of ads /channel

1-2 news 9-10 2 FM 106.2

The station 106.2 is the most heard one at the time slot of 9-10pm

Print
(Newspaper
and magazines)

Date Size of ad Day Number of ads Name of

newspaper
/magazine

21-december- large Wednesday 1 Dawn

2020

Dawn is the most widely known and read newspaper in Pakistan so it will benefit the
company's sales

OOH

Duration Regular versus LED Number of spots in Location

board case of LED board

30 seconds LED 5 DHA

TV & radio

Media vehicle Description type of ad Estimated cost

(name of channel)
Name of program 5 sec/30 sec/5 mins.

GEO Media watch 5 35000

 Print

Media vehicle Description Full Color Estimated cost

(name of
Size of ad (1/2; 1/4;
newspaper)
full page)

Hello Pakistan 1 Full 31000

OOH

Location Estimated cost

Billboard 31000

LED billboard 4100

Digital

Social networks Estimated cost

Face book 2200

Instagram 3500

Youtube 2600

Event title Event description Estimated cost

Testing event Experience the purity of our 4000

product

PR event Going to rural areas for 25000

promotion

LO-3.

Other promotional tools.

We would use the following as our other promotional tools in our campaign.
Sales promotion:
 We would practice sales promotion at the prime times of the years near holidays like
Eid and Christmas for the minority. We would consider the holidays of minorities as
well.
 Buy one get one free strategy will also be used in our campaign.
 We would hold a recipe contest where the participants will be encouraged to make
recipes using the nestle milk Pak milk and cream and the winner would be given a
voucher and gift card.

Public Relations:
 We would conduct giveaways for our followers on social media.
 We would give out packages to social media bloggers and influencers.
 We would introduce our own newsletter and customers could sign up for it.
 We would also release content about our products.

Events marketing:
 We would allow our customers to demonstrate our products and try the samples in
store.
 We would sponsor sports and cooking events. Sports events would give out the
message that milk Pak can help you in getting the strong bones that you need in
order to stay fit and we would sponsor cooking shows because milk and cream is
widely used in cooking and baking.
 We would invest in charities and our campaign would support the fact that almost
10% of the amount from the purchase will be spent on charity among the needy.
 We would focus on conducting food festivals which would offer food made with the
help of milk Pak.

Personal Selling:
 We would promote personal selling by hiring educated and experienced sales
person.
 The salespersons would wear a certain uniform.
 The shelves would be restocked as soon as they are found empty.
 Inventory would be controlled.
 Posters and banners would be placed in the stores too in order to create brand
awareness.

Digital marketing:
 The product description would be available on the website www.nestle.com.pk
 We would have articles on the product for the consumers.
 Certain blogs will be sponsored.
 Social media marketing.
  Email marketing will be practiced by sending emails to the potential target market
and the consumers.

Merchandising:
 We would introduce nestle aprons in the campaign to promote baking and cooking
using Milk Pak.

Direct marketing:
 We would ask the consumers to subscribe to our online channel.
 We would use Artificial Intelligence and use the collected data to provide customer
satisfaction.

Evaluation of effectiveness.
We would evaluate the effectiveness of our campaign by surveying the consumers and
checking the effect on market share, sales volume and the response that we would receive
on our IMC.

Conclusion.
Nestle is a well-known company in Pakistan and its performance in almost every industry is
remarkable. However, milk Pak was beaten in the market by olpers and this assignment
looked at how Milk Pak can regain its value in the market. Nestle needs to focus on
convincing the consumers about the quality of milk Pak and convince them to give milk Pak
a try. Nestle should also focus on sustainability. As far as marketing is concerned. nestle
must focus on its digital marketing in order to improve its performance in the market.

Task-2.

LO-4.
Company Background.
Unilever Pakistan Limited (previously known as lever brothers) was found by the lever
brothers. In Pakistan, Unilever started working from 1947 and it was first established in
Rahim Yar Khan. Unilever deals in FMCG products and is located at 6 destinations across
Pakistan. Unilever is now headquartered in Karachi. Previously, it was headquartered in
Rahim Yar Khan. (Gulamrabbani, 2017).

The vision of Unilever is as follows;

"Our vision is to grow our business, while decoupling our environmental footprint from
our growth and increasing our positive social impact."

(Unilever, 2020.)

This shows how Unilever prioritizes the environmental impact that is produced by its
products and looks forward to work as a socially responsible copany. Unilever has a blue
Logo in the U shape as U stands for Unilever the logo is made of the sustainable patterns.
The colour blue is used to give a calm effect.

Unilever deals in the following product categories:

 Food and drinks.

 Home care.
 Personal Care.

We have selected 'Fair and lovely' by Unilever and it falls under the category of personal
care as it is a cream used by women to get a fair complexion.

Unilever follows a very reasonable pricing scheme as most of its products are easily
affordable by the general public and if we specifically talk about fair and lovely, it targets
mediocre people and is considered to be reasonable by the consumers. It serves as a leader
brand. However, it would be considered to be both premium and economy brand as
Unilever covers various brands.

The promotion activities undertaken by our brand fair and lovely usually include billboards,
articles in magazines and advertisements. Fair and lovely also uses high celebrity
endorsement for the promotion of its products.

Fair and lovely is easily available in all retail shops and can be found from the local shops
too. Fair and lovely by Unilever is an easily found brand in Pakistan. However, i can ordered
online using the internet as well.

Target audience.
Fair and lovely specifically targets people belonging from lower and lower middle-income
groups because in Pakistan, fairness is associated with beauty and people are unaware
about how such whitening creams are harmful for their skin. So, fair and lovely targets
people that have not yet achieved their ideal self are looking forward to change their skin
tone. Fair and lovely targets young girls who are not highly educated because the highly
educated segment would not opt for a fairness cream. Fair and lovely targets girls who are
concerned about their beauty and looks it is used on an everyday basis by the people.
Key consumer insights.
Fair and lovely is a quite controversial brand because there is always a debate going on
about the ethical standards of the brand as it promotes the association of beauty with skin
colour. However, the target customers of fair and lovely look at the brand with high hopes
and consider it to be credible and reliable while there is a huge segment of people against
fair and lovely for its promotion of beauty associated with skin colour as many people
believe that it would degrade the people having dark skin tones.

The functional positioning of fair and lovely is positive in the minds of the customers as it
offers what the customers need in a fair price. Fair and lovely has an emotional appeal
attached to it as it makes the people think about how they are not good enough and by
becoming white in colour, they would be considered as beautiful and admirable in the
society,

Communication strategy.
The communication strategy being used by Fair and lovely targets lower- and middle-
income groups and communicates itself as a beauty product that promises to make the skin
colour white. However, many people in Pakistan call out fair and lovely for deceptive
marketing as biologically, it is not possible to change the natural skin colour of a person. It
targets the people who have developed an inferiority complex and makes them want a
fairer skin. So, when it comes to fair and lovely, the market is divided as it is positioned as a
holy grail in the mind of its users and as a deceptive beauty cream in the mind of others. It
targets masses of people and has a symbolic association attached to it as people associate
this cream with the beauty standards. while using personalized media. (zaheer, 2019).

Media strategy.
Fair and lovely has used almost all the media vehicles in order to promote itself. It
advertises itself on TV, has its ads published in magazines and newspapers, it sponsors
events, practices direct marketing, it is known for its social media marketing and OOH too.

Message strategy.
The message promoted by fair and lovely in its TVCs and ads used to focus on how women
need to have a fair complexion in order to win at life. They associated fairness with beauty,
getting a good matrimonial and even in becoming equal to men. The concepts being used by
fair and lovely were widely criticised and were found to be disturbing by a segment of
audience. However, fair and lovely has now changed its name to glow and lovely and has
rebranded itself in the market after receiving all the criticism. In its ads, fair and lovely used
to draw a comparison between how a woman looks a hundred times beautiful as compared
to how she looked with a dark complexion. The campaigns of fair and lovely were racist to
some extent. They used video ads for the promotion of their brand and used exciting
background music in order to make the viewers desire for a fair skin tone and in order to
convince the viewers to achieve their ideal skin by using fair and lovely. However, despite
the questionable campaigns, fair and lovely still has a strong position in the market. (Pack,
2017).

Message and design execution.

Fair and lovely advertises its brand using a soft sell approach. soft sell approach refers to an
approach that targets the emotions of people and convinces them in an emotional manner.
Fair and lovely uses problem solution and storytelling approach in its ad where they point
out dark skin as the problem and offer fair and lovely as a solution and a mean to gain a fair
skin tone. Fair and lovely uses various celebrities including Mawra Hocane to promote this
ideology. The ad campaign of fair and lovely where they put forward the idea of how a
woman could not find a suitable job and a partner while she had a dark skin and then she
uses fair and lovely and gets a fair skin tone and suddenly she gets a good job and a life
partner and considers herself as 'equal' to her partner while the beauty creams have
nothing to do with equality. Fair and lovely used a fear appeal in its ad. fear appeals refer to
the appeals that make the consumers aware about the harmful effects the product can have
on them and the fear appeal was used by fair and lovely by telling the customers that they
would not find a suitable match or a good life if they do not have a fair skin. (Chaudhiri,
2020).

Other promotional tools.

The other promotional tools being used by fair and lovely are as follows.

Sales promotion.
Sales promotion entices the consumers to buy the products and in case of fair and lovely, it
targets the customers all around the year but they have the main focus on festivals like Eid
and the back to school season. They offer bundle packs and deals for their customers to in
order to position fair and lovely as a reliable brand in the minds of the customers and such
sales promotion techniques also convince people to give the product a try because sales
promotions attach benefits to the products and people end up trying the product and liking
it while they purchase it to avail the benefits.

Public relations.
Public relations, also known as PR, in today's world is turned into Marketing Public Relations
- MPR. Fair and lovely has Mawra Hocane as their brand ambassador but majority of the
bloggers and influencers refuse to work with fair and lovely because of the controversies
attached to the brand. The followers of these influencers would start questioning them if
they start promoting a brand like fair and lovely.

Events marketing.
Fair and lovely sponsors many entertainment dramas and holds events where people are
encouraged to try fair and lovely. People try the product at the events and become a
customer if they are pleased by the quality.
Personal selling.
Personal selling is widely practiced by fair and lovely as if you visit shopping malls like
packages, they have their salesgirl dressed in pink uniforms to assist the customers and
guide them about the product. Fair and lovely often has a section of shelves to its brand
which creates a positive image in the minds of the customers.

Digital marketing.
Fair and lovely is widely promoted and publicised on social media and the ambassadors of
fair and lovely also promote the brand on their pages. Moreover, paid promotions are also
done by the company on digital platforms.

Merchandizing.
Fair and lovely does offer merchandizes including shirts of pink colour with fair and lovely
written on them. the merchandize of fair and lovely is mostly used by their staff members.

Conclusion.
Unilever is a well-known brand that deals in FMCG products and fair and lovely is one of its
main products that makes huge profits despite the controversial reputation in the market.
Fair and lovely targets the people who have developed an inferiority complex and use
various measures of promotion for the success of brand.

References.
Gulamrabbani, 2017. Unilever. [online] Pakpedia | Pakistan's Biggest Online Encyclopedia.
Available at: <https://www.pakpedia.pk/unilever/> [Accessed 5 October 2020].

Pack, S., 2017. Types Of Advertising Appeals And Execution Styles -- What Sells. [online]
SkyWest Media. Available at: <https://skywestmedia.com/types-of-advertising-appeal-and-
execution-style-what-sells/#:~:text=%20Executional%20styles%20include%3A
%20%201%20Lifestyle%3A%20One,often%20a%20way%20to%20have%20a...%20More
%20> [Accessed 5 October 2020].

McLeod, S., 2017. Cognitive, Affective, Or Conative? #Pminc. [online] Personalized Marketing
Inc. Available at: <https://personalizedmarketing.info/cognitive-affective-or-conative/>
[Accessed 5 October 2020].

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Speaker Notes.

In the global world of today, we all are well aware about the importance of advertising for
any firm. May it be a local store or a Multi-National company, advertisement and promotion
decides the ultimate fate of the brands. The assignment mentioned above talks about
different IMC suggestions for Nestle and Unilever. Nestle and Unilever are two well-known
multi-national companies governing the market of FMCG products. We have targeted the
famous tetra pack milk - Milk Pak from Nestle and the controversial yet hot selling Fair and
lovely (now known as glow and lovely from Unilever). As much as advertisement is
important for a company, it must be kept in mind that your product should not be
controversial and must not hurt the sentiments of the consumers. Fair and lovely is a
product that gained a huge amount of criticism because of the nature of the product.
Pakistan is a country where stereotyping on the basis of skin colour is very common and a
product like fair and lovely wouldn't do well in the market. Media and advertisements play a
vital role in abolishing the toxic practices prevailing in the society. Proper advertisement can
do wonders for a company. Nestle Milk Pak can perform well in the market and beat the
no.1 player - olpers in the market by advertising properly. because of improper
advertisement, milk Pak is on the second rank.

Milk Pak can gather its image back by airing advertisements and conducting testing for the
customers where they can try and appreciate the product and then later on, become
permanent customers. The companies do need a heavy budget in order to advertise
properly and in case the companies get a chance, they must advertise properly.

As far as fair and lovely is concerned, they must consider all kinds of people and target
them. There is a diversity of people belonging to different categories of skin Colour and they
must be appreciated and respected at all costs because that is how a product gains the trust
of the customers.