Institute of Business Administration, Karachi

Pureza IMC Plan

Multi-purpose Surface Cleaner

Integrated Marketing Communication (98382)

Milestone 2

Group 2
Adeena Ahmed – 24935
Hiba Elahi – 26251
Moeez Naveed – 24271
Rabia - 26755
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Table of Contents
Brand Objectives...................................................................................................3
Overview of Objectives.......................................................................................3
Corporate Objectives..........................................................................................4
Marketing Objectives..........................................................................................4
Sales Objectives (Short Term)...............................................................................5
Sales Objectives (Long Term)...............................................................................5
Promotional Objectives (Short Term)......................................................................5
Promotional Objectives (Long Term).......................................................................5
Strategy..............................................................................................................6
Overall Strategy Approach....................................................................................6
Promotional Marketing Strategy............................................................................6
Main Idea of Strategy..........................................................................................6
Core Idea.........................................................................................................6
Creative Strategy...................................................................................................7
Brand Tone and Personality..................................................................................7
Visual Style and Color Palette...............................................................................8
Representation and Casting...................................................................................8
Messaging Delivery Framework............................................................................9
Creative Content Formats.....................................................................................9
Sample Creative Concepts..................................................................................10
Messaging Style and Emotional Appeal.................................................................11
Packaging and In-Store Communication.................................................................11
How Creative Strategy Aligns with IMC Objectives?.................................................13
Media Strategy...................................................................................................13
Approach to Media Strategy...............................................................................14
Media Platforms and Tactics...............................................................................15
Target Audience and Profile................................................................................16
Campaign Execution Plan: From Strategy to Action.....................................................17
Campaign Funnel.............................................................................................21
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Measurement.....................................................................................................22
Conclusion........................................................................................................28

Brand Objectives
Brand Name: Pureza
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Industry: Fast Moving Consumer Goods (FMCG)

Category: Household Surface Care

Overview of Objectives
Pureza aims to break into the home care segment of the FMCG market in Pakistan. By
introducing a product that simplifies household cleaning for multiple surfaces while being eco-
friendly, skin-safe and cost-effective, the product aims to fill a notable gap in the market. To get
the product to market, Pureza plans to establish a robust distribution network in KLI system
(Karachi, Lahore, Islamabad), later expanding to smaller markets. Over the long term, the
product will support Pureza’s goal of establishing itself as a leading, eco-friendly cleaning brand
in Pakistan. Building brand equity in this manner will create a strong foundation for future
product line expansion within the home care category, including disinfectants, sprays, and refill
packs. Furthermore, Pureza aims for significant operational growth, expanding its reach on a
regional scale and ultimately penetrating international markets such as South Asia and Middle
East countries aiming to become a global brand recognized for its low-cost, safe, and effective
household hygiene products.

Pureza’s primary short-term marketing objective is to create brand awareness and encourage trial
among the target audience, i.e. middle-income and urban households which prioritize
convenience, affordability, and environmental consciousness. Within the initial months, the
brand aims to drive product trials through in-store activations, sampling and digital promotions.
Distribution will include modern and general trade outlets in KLI. By creating a strong brand
identity through the multi-purpose functionality proposition, the product aims to achieve a 3-5%
market share in the surface cleaner segment within the first 5-7 years. Over the long term, Pureza
hopes to be positioned as a trusted household staple brand. This will be achieved over
approximately 10-12 years as the brand builds strong associations with multi-purpose
effectiveness and environmental responsibility and aims for higher perception scores on efficacy
and environmental consciousness relative to competitors. Pureza also hopes to achieve top-of-
mind brand awareness within the target audience.
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Corporate Objectives
The launch of the Pureza aligns with the company’s broader objective of expanding its presence
in the home care segment of the FMCG market in Pakistan. By introducing a product that
simplifies household cleaning across multiple surfaces while maintaining eco-friendliness and
being safe on skin, the product aims to fill a notable gap in the current market, where such
attributes are rarely found together in mass-market offerings. This product serves the corporate
goal of sustainable growth through innovation and product differentiation, while also
contributing to the company’s commitment to environmentally responsible practices. It also
supports internal business goals such as increasing market share in the home hygiene category
and building brand equity in high-volume urban and semi-urban retail markets.

“Establish Pureza as a trusted household name in Pakistan's surface cleaner market,

targeting atleast 3-5% market share within 5-7 years of launch.”

To achieve this short-term objective, the brand needs to spread awareness among people to divert
their purchases from harmful chemicals and acids to Pureza which is safe and eco-friendly and
within their budget. Moreover, there should be product visibility on different stores in KLI to
gage customers’ attention. A push strategy can also be used whereby trade marketer are
encouraged to recommend Pureza to customers.

“Pureza aims to position itself as Pakistan’s most reliable environment-friendly home

cleaning brand within the next 10-12 years.”

To achieve this long-term vision, the company plans to expand its product portfolio beyond the
all-in-one surface cleaner to include disinfectants, sprays, and refill packs, catering to the rising
demand for sustainable and cost-effective household care solutions. Additionally, Pureza intends
to grow its operations regionally and penetrate international markets, particularly within South
Asia and Middle East in pursuit of becoming a globally recognized brand for low-cost, safe, and
effective household hygiene.

Marketing Objectives
In the short term, the primary marketing objective is to generate awareness and encourage
product trials among first-time users, especially within middle-income urban households that
prioritize convenience and affordability. The campaign will aim to achieve early market
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penetration through sampling, in-store activations, and digital promotions. The goal is to secure
retail placement in major modern and general trade outlets across key cities like Karachi, Lahore,
and Islamabad.

In the long term, the objective is to establish the product as a trusted household staple through
consistent brand messaging around versatility, eco-safety, and skin-friendliness. Sustained
customer engagement will be pursued via targeted social media campaigns, testimonials, and
influencer marketing. Over time, the aim is to build strong brand recognition and customer
loyalty, positioning the cleaner as the default choice for consumers seeking an effective,
affordable, and safe all-purpose cleaning solution.

Sales Objectives (Short Term)

1. Build product availability in Karachi, Lahore, and Islamabad with penetration into major
supermarkets (Imtiaz, Al-Fatah, Metro) and 30% of local kiryana stores in urban areas.
2. Drive product trial through sampling and bundle offers, reaching 15–20% of target urban
households.
3. Achieve 0.5 to 1% market share in the surface cleaner category, taking share from imported
brands and premium-priced local competitors.
4. Establish a stable monthly sales flow via repeat purchases in at least 2 of 3 key metro
markets.

Sales Objectives (Long Term)

1. Expand distribution to semi-urban centers like Hyderabad, Faisalabad, and Rawalpindi.
2. Become one of the top 3 preferred brands in the eco/safe surface cleaner category.
3. Secure repeat purchase rate above 15% via loyalty and bundling strategies.
4. Establish profitable operations with reduced sampling and increased consumer retention.

Promotional Objectives (Short Term)

1. Create strong brand associations with family safety and environmental responsibility.
2. High engagement through at least 3 digital campaigns and 2 major in-store activations.
3. Build a loyal early-adopter community of 6000 - 9000 Pureza buyers through WhatsApp
referral and digital community campaigns.
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Promotional Objectives (Long Term)

1. Position Pureza as the go-to brand for conscious homemakers in Pakistan.
2. Sustain online engagement through owned channels, generating repeat brand conversations.
3. Foster brand trust through customer advocacy (testimonials, user stories, CSR visibility).

Strategy

Overall Strategy Approach

Pureza's marketing strategy focuses on establishing the brand as an affordable, eco-friendly, and
safe solution for everyday home cleaning in Pakistan. The brand will enter the market through a
combination of digital-first communication, in-store visibility, and hands-on product experience
to build awareness and drive trials. Emphasis will be placed on urban households where hygiene
consciousness and price sensitivity are both high. The overall strategy aligns with Pureza’s brand
promise making high-quality and chemical-free cleaning accessible to the everyday Pakistani
household and aims to scale in a cost-effective and sustainable way over time.

Promotional Marketing Strategy

“Pureza makes cleaning easy, safe, and affordable for every Pakistani
home with a fresh fragrance, no harsh chemicals, and powerful
results across all floor types. Clean smart, clean safe with Pureza.”

Main Idea of Strategy

“Clean smart, clean safe with Pureza.”

This is the slogan-level message that will be used across all consumer touchpoints. It emphasizes
the core values which are safe and smart choice that resonate with the target consumer, especially
homemakers and mothers. It directly appeals to people looking for a cleaning solution that is
effective and doesn’t compromise family health.
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Core Idea
“Make eco-conscious, safe cleaning the new normal for Pakistani households
without sacrificing affordability or performance.”

This is the underlying insight guiding all branding, communication, and product decisions. It
balances health, environmental responsibility, and cost-consciousness which is a trio of values
particularly relevant to Pakistan in 2025 and ahead where inflation, safety, and sustainability are
key consumer concerns. It positions Pureza not just as a product but as a lifestyle shift from
harsh chemical cleaners to smarter and safer alternatives at low expense.

Creative Strategy
Pureza’s creative strategy aims to establish a brand identity that is emotionally engaging,
trustworthy, and relevant to the everyday experiences of urban Pakistani households. In
particular, it focuses on connecting with women who often play the primary role in choosing
home care products. The strategy directly supports Pureza’s broader IMC goals are generating
awareness, encouraging trial, and fostering long-term loyalty while reflecting the brand’s core
values of safety, affordability, and environmental consciousness.

Brand Tone and Personality

Pureza will speak in a voice that is warm, confident, and empowering. The brand addresses
women not merely as individuals managing household cleanliness, but as caretakers of their
families’ well-being. This positioning helps create a relationship that feels more personal and less
transactional. Instead of technical language or exaggerated claims, the messaging will center on
everyday benefits that resonate deeply peace of mind, health, comfort, and the sense of pride that
comes from a well-kept home.

Tone: Reassuring, nurturing, self-assured

Personality: Practical, mindful, family-centric, rooted in local values

Language: Bilingual (Urdu and English), ensuring accessibility and cultural fit
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The tone and personality are carefully chosen to reflect what matters most to the target audience
as the product that care for the family without adding complexity or stress. It also offers a
meaningful alternative to both the cold, harsh branding of chemical cleaners and the premium
detachment of imported labels.

Visual Style and Color Palette

Pureza’s design language will use a fresh and uplifting color scheme that instantly communicates
cleanliness and eco-friendliness. The two primary colors aqua blue and leafy green, symbolize
trust and natural care. The overall visual style will remain clean and uncluttered, with minimal
text and harmonious layouts.

Photography and illustrations will feature light-filled homes, plants, clean surfaces, and moments
of family connection. Key focus areas will include kitchen countertops, tiled floors, and other
commonly clean surfaces. Typography will be rounded and approachable, reinforcing a sense of
softness and safety.

The visuals must differentiate Pureza from dark-colored, chemical-heavy brands. The light and
natural aesthetic not only supports eco-friendliness but also appeals to digitally active, style-
aware consumers browsing platforms like Instagram or Daraz.

Figure 1: Pureza Color Palette

Representation and Casting Figure 2: Pureza Bottle

The people featured in Pureza’s creative content will reflect the diversity of real Pakistani homes.
Instead of highly stylized or unrealistic portrayals such as actors or celebrities, the brand will
showcase individuals who look familiar and relatable. These may include young mothers,
working women, and even household helpers where appropriate.

Homemakers: Representing the core decision-makers mostly women who are housewives.
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Working women: Emphasizing efficiency and smart choices.

Gen Z and young adults: Used in eco-awareness or brand education.

Children: Often included to highlight the brand’s safety.

Domestic helpers: Portrayed where relevant to showcase ease and trust.

An authentic casting helps users see themselves in the brand story. It builds trust and relatability
while reinforcing the idea that Pureza is a product designed for real families, not idealized
lifestyles.

Messaging Delivery Framework

In order to effectively communicate Pureza’s brand promise and connect with its core audience, a
clear and structured messaging framework is essential. This framework ensures that all
communications whether digital, in-store, or influencer-led consistently emphasize the product’s
key benefits: safety for families, affordability, and environmental responsibility. It also helps
maintain a unified tone and brand voice across platforms.

This layered messaging allows us to speak to different motivations such as emotional (safety),
rational (versatility and value), and ethical (environmental and local production). It aligns
perfectly with the brand’s positioning and IMC objectives of driving awareness, trial, and loyalty.
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Creative Content Formats

Alongside the messaging framework, the use of targeted content formats allows Pureza to reach
consumers in the most relevant and engaging ways. Each format is selected to suit the habits and
preferences of our audience whether they scroll Instagram Reels, watch YouTube tutorials, or
engage with WhatsApp-based referrals ensuring maximum message clarity, impact, and recall.
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These formats are budget-conscious and adaptable to digital, print, and retail touchpoints,
allowing for a cohesive and omnichannel experience. They align with IMC tactics like digital
ads, in-store activation, influencer marketing, and community promotions.

Sample Creative Concepts

 Hero Film (TV/YouTube)

A young mother watches her child crawl on the floor. Flashback to using strong-smelling
chemicals. She smiles, pours Pureza into the mop bucket, and the camera pans to sparkling
floors. Voiceover: “Har Ghar Ka Rakwala – Pureza. Safe. Saaf. Sasta.”

 Social Reel

Split screen: on the left, someone wears gloves and uses phenyl; on the right, a woman uses
Pureza barehanded with no irritation. Ends with: “Smart Moms Choose Pureza.”

 In-Store Poster

A Clean kitchen floor and smiling toddler holding the bottle to show safe formulation concept
with a tagline: “Now Cleaning is Caring.”

Messaging Style and Emotional Appeal

Pureza’s messaging will center around stories that feel honest, familiar, and emotionally relevant.
Rather than portraying cleaning as a dull chore, the brand will present it as an act of love and
care. Messages will blend practicality with emotion, showing how choosing Pureza leads to
small but meaningful improvements in daily life.

Possible scenarios might include:

 A mother choosing Pureza for her toddler’s play area

 A daughter introducing Pureza to her mother as a smarter option

 A domestic helper appreciating how gentle it is on her/his skin

 A husband helping with chores using Pureza while his wife cooks nearby
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Stories build memory and emotional attachment. Campaigns that reflect everyday life make the
brand easier to trust and remember, while also reinforcing Pureza’s positioning as a thoughtful
and responsible choice.

Packaging and In-Store Communication

Pureza’s packaging will be designed to quickly and clearly convey product benefits. The front
label will include recognizable icons such as “Safe for Hands,” “Eco-Friendly,” and “All Surface
Types.” A “Made in Pakistan” badge will be prominently displayed to foster national pride. Urdu
and English instructions will ensure clarity, and a QR code will direct users to a short
demonstration video.

 Front label: Clear icons, concise safety messaging with sustainable and safe icon.
 Caps: White.
 QR code: For video tutorials and user education.
 Instructions: Simple Urdu/English instructions on how to dilute and use.

In retail settings, most buyers decide within seconds. Packaging that communicates key benefits
at a glance and makes the product feel easy to use increases the chances of first-time purchase. It
also builds trust with new users who may be hesitant to switch from familiar brands.

Figure 4: QR Code on bottle

Figure 3: Different Bottles of Pureza

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How Creative Strategy Aligns with IMC Objectives?

Media Strategy
Pureza’s media strategy aims to drive awareness, encourage product trials, and build trust among
urban and semi-urban households in Pakistan, with a focus on women who make cleaning-
related decisions.
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The plan balances cost-effectiveness and impact by leveraging digital platforms, retail visibility,
and community-based outreach. Initial efforts will concentrate on major urban centers—Karachi,
Lahore, and Islamabad—due to their higher media engagement and purchasing power. Once
awareness is established, the strategy will expand to semi-urban areas like Hyderabad,
Rawalpindi, and Faisalabad.

This phased, scalable approach ensures Pureza gains visibility where it matters most while
remaining practical for a growing local brand.

Approach to Media Strategy

1. Digital-First: The campaign prioritizes social media and mobile-friendly platforms such as
Facebook, Instagram, and TikTok, which are popular among Pakistani women aged 25 to 45.
These channels allow targeted reach, visual storytelling, and interactive engagement to drive
awareness and trial.
2. Retail-Supported: Digital efforts are reinforced through strong retail visibility, including
shelf branding, point-of-sale materials, and in-store sampling at high-traffic outlets like
Imtiaz, Carrefour, and local kiryana stores. This is critical as many surface cleaner purchases
are made on the spot.
3. Community-Based and Local: In areas with lower digital access, the strategy incorporates
WhatsApp group outreach, neighborhood-level engagement, and traditional wall chalking to
build local credibility. These grassroots tactics help Pureza connect with consumers through
familiar, trusted community networks.
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Media Platforms and Tactics

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Target Audience and Profile

1. Urban Homemakers (Primary Consumer Segment)
These are women managing household cleaning routines.

 Age: 30–45

 Location: Karachi, Lahore, Islamabad

 Income Level: Middle to Upper Middle Class

 Behavior: Shops monthly at Imtiaz, Metro, and local kiryana stores. Influenced by social
media, WhatsApp groups, and peer reviews.

 Needs: A cleaner that’s safe for kids, versatile for all surfaces, and affordable.

Fatima (The Protective and health-conscious Homemaker)

Fatima is a 34-year-old mother of two living in Lahore. She prefers products that don’t irritate
the skin and smell pleasant. She values Pakistani brands with safety certifications and shares
recommendations with neighbors and cousins on WhatsApp.

2. Working Women & Young Mothers

This group includes professionals and multitasking women who want smart, multi-use products
that save time and money.

 Age: 25–35

 Location: Urban hubs

 Shopping Style: Quick Commerce (Pandamart), Daraz, branded stores

 Media Habits: Instagram, YouTube, TikTok, Daraz Live

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 Needs: Fast-acting, single-solution cleaners that are child- and pet-safe.

Mehwish (The Time-Smart Mom)

Mehwish is 30, lives in Islamabad, and works full-time. She shops via Daraz and Quick
Commerce and follows Instagram pages on parenting and budget home care. She’s likely to try
new products based on digital influencer reviews and bundle deals.

3. Eco-Conscious Gen Z & Millennials

This segment includes younger adults and students who are driven by values like climate
responsibility.

 Age: 20–30

 Media Habits: TikTok, Instagram Reels, sustainability blogs

 Shopping Habits: Online-first (Daraz, brand website), conscious buying

 Needs: Biodegradable, non-toxic formulas with transparent ingredient lists

Sherry (The Green Advocate)

Sherry is a 22-year-old university student in Islamabad. He manages a hostel space and
chooses products that don’t harm the environment. He posts reviews online and chooses
brands that are local, minimalist, and trustworthy.

4. Institutions (Small Commercial Buyers)

Pureza also targets institutions that require regular cleaning solutions but cannot afford premium
imported brands. These include clinics, salons, tuition centers, daycare facilities, and even small
offices.

 Type: Clinics, Salons, Daycares, Schools, Tuition Academies, Cafés

 Buyer Role: Facility managers, owners, janitorial staff

 Needs: Effective, skin-safe, all-in-one cleaner for public environments

 Values: Consistent performance, hygienic perception, affordability

 Purchase Behavior: Bulk orders from wholesalers or general stores. May seek branded,
packaged solutions over decanted phenyl.
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Campaign Execution Plan: From Strategy to Action

“Har Ghar Ka Rakwala – Pureza. Safe. Saaf. Sasta.”

A consumer-friendly Promotional Strategy

“Pureza is more than just a cleaner, it’s care in a bottle. Safe

for your kids, gentle on your hands, and tough on messes, it
brings a comforting shine to every corner of your home.
Because your family deserves a clean space without worry."

Ad Content
10-15 seconds (TV) and 5-10 seconds (YouTube) ad showing mother cleaning the floor while her
child is near the product but she is not worried, but Pureza is safe even spilled on floor.
Moreover, a before and after usage of Pureza can be shown with real life people to increase
credibility.

Figure 5: TV Ad Figure 6: Youtube Ad/Challenge

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Influencer Marketing Video

Mini reels show content creators using Pureza in their daily life.

I use
Pureza.
Do you?

Figure 6: Influencer Reel

In-store Sampling
Sample testing in supermarkets like Carefour and Imtiaz free of cost so that consumers can get
tangible experience of the product which also increases the likelihood of purchase.
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Figure7,7.1 and 7.2: In-store Sampling

Whatsapp Community
Most women have neighborhood community groups so a whatsapp community or channel can be
formed in which people can refer Pureza to their friends and neighborhood and save Rs. 50.

Figure 8: Whatsapp Community

CSR Drive
Corporate Social Responsibility drives at different institutions such as schools and hospitals to
spread awareness and educate people about the product and its benefits. This would enable direct
purchases and also result in direct delivery of message through user experience.

Figure 9: CSR Clean Drives at different Institutions

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Pureza Website
The products website would enable consumer to view the description of product and how to use
in case they are unable to figure out from the code so they can see tutorials from the website.
Website will also provide a user experience in the form of comprehensive information about the
product.

Figure 10: Pureza Website Layout

Campaign Funnel
Pureza’s campaign funnel is structured to move the target audience from awareness to long-term
brand loyalty through a clear, phased approach.

Top of the Funnel (Awareness): Initial exposure is created through digital advertising across
Facebook, Instagram, TikTok, and YouTube. This is complemented by content creators and real-
life people introducing the product.

Middle of the Funnel (Consideration): Engagement deepens through influencer-led product

demonstrations, in-store sampling, branded retail displays, and WhatsApp campaigns. These
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touchpoints allow potential users to experience Pureza’s benefits directly, building familiarity
and trust.

Bottom of the Funnel (Conversion and Loyalty): To drive purchases and loyalty, the strategy
includes QR code-based reward programs, referral incentives, and community-driven content
such as user testimonials and contests. These elements encourage repeat use and turn satisfied
users into brand advocates.

This funnel ensures that Pureza’s marketing efforts are not only widespread but also effective in
generating action and sustained customer relationships.

Figure 11: Marketing Campaign Funnel

Measurement
Pakistan’s Cleaning market is expected to growth at 9% CAGR by 2025-2031 (6W Research,
2025). Taking this into consideration, the campaign was designed, and the key measures are
made which mainly include the in-store, online, sales, brand perception, and success metrics of
campaign. Moreover, the tentative launch is August 2025. Measurements will be done from
September, 2025 onwards.
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1. Conversion

KPI: Conversion rate from reach to first-time product trial or purchase (percentage of people
who visited the website, in-store, and sample usage converted to purchase the product)

Target: Bracket range of 5%-8%.

Deadline: First 4-6 months of launch (February 2026)

Tactics

 Partner with retailers like Imtiaz and Carrefour to place promoters who offer mini-Pureza
sachets. This is effective in Pakistan because shoppers are receptive to in-hand, free samples,
especially in crowded stores before Eid, Ramadan, or weekends.

 Small packets on Kiryana Stores for Rs. 50-150.

 Digital notification from ecommerce stores for trial packs such as running “Try Now”
campaigns on Facebook and Instagram with direct links to Daraz and Pandamart.

 WhatsApp referral offers (“Get Rs. 50 off on your first bottle”)

 Sampling teams in 3 cities with in-store promoters distribute mini packets

Estimated Cost & Resources

 Rs. 6–10 per sample × 30,000 = ~Rs. 180,000 – 300,000

 100 ml packets

Justification

Pakistani people need sizable samples before they shift their purchases and they are quick to
respond to something which is free of cost or low cost with sizable portion which can be tested
and checked. The 100ml packets at low cost would enable them to get tangible user experience
and make the original purchase leading to 5%-8% conversion rate. Moreover, there is great
competition in Pakistan such as Dettol due to which it is important for Pureza to first shift the
customer perception of product through trial segment so that their confidence can be captured.
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2. Sales Volume

KPI: Number of bottles sold (retail + online) and monthly revenue.

Target: 100,000 units in Year 1 with Price Rs. 300-350.
Deadline: Year 1 (September 2026)
Tactics

 Distribution deals with key retailers in KLI. Ensure visible shelf space and product stands in
cleaning aisles.

 List Pureza with eye-catching visuals, reviews, and bundled discounts. Offer exclusive
discounts during Daraz 11.11 and Ramadan weeks, when home care products spike.

 Use QR codes on bottles to reward second-time buyers with “Save Rs. 50” by “Refer to a
Friend” via WhatsApp community.

 Influencer Reels which showcases

Estimated Cost

 Rs. 200,000 for Daraz ad campaigns

Justification

Pakistani consumers are price-sensitive but brand-loyal when the product delivers the
promise it made. These actions reduce first-time buying hesitation and encourage habitual
use and this is more likely to happen if discount is given for spreading the message.
Moreover, once high visibility will be created so customers will buy the product along with
when product will be placed with competitors at much lower price so it will eventually ignite
customer’s thought process to buy the product.

3. Impressions & Reach

KPI: Total ad impressions and unique audience reach (institutions)

Target: 1M+ impressions
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Deadline: Within first 3 months (November, 2025)

Tactics

 Run Facebook/Instagram and YouTube ads focused on urban women aged 25–45, using
filters like city, parental status, and interests like cleaning, parenting, home decor.
 Collaborate with TikTok creators and home vloggers to drive reels/stories that double as ad
creatives.
 Use rickshaw back panel, and pole streamers (posters on pole) to generate high reach in low-
cost areas where digital may be limited.

Estimated Cost

 Rs. 5–7 per 1,000 impressions (digital spend: Rs. 250,000) which depends on the current
rate.

Justification

In Pakistan, combining digital with physical visibility gives you full audience coverage from
social media moms to store-walking ladies. Moreover, since it’s a disposable product, it’s
important to make the product known across all platforms by all means so that customers
become quickly familiar with the product. Though traditional form of tactics is used but it would
work in areas where there is no digital presence.

4. Engagement Rate (Social Media Interactions)

KPI: Total engagements (number of people engaging on social media or contests) +

engagement rate per post
Target: 10,000+ engagements; 5%+ engagement rate
Deadline: 6 Months (February, 2026)
Tactics

 Post real-mom testimonials (“Why I Chose Pureza”) and child safety demos to build
empathy.
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 Launch #CleanWithPureza, a contest which reward users for posting cleaning videos using
Pureza with small product gifts or vouchers.
 Use Insta polls (“What’s your biggest cleaning worry?”) and swipe quizzes (“Safe or
harsh?”) to increase interaction and engage with customers/people.
 Community cleaning drives where digital reach is not much to encourage people to
participate and know about the product.

Estimated Cost

 Rs. 300,000 total (influencer fees, content creation, contest prizes)

Justification

Pakistani social media audiences engage most with relatable content and incentives. UGC
contests build ownership and virality.

5. Customer Satisfaction Score

KPI: Average satisfaction score (scale of 1-5 with 1 being bad) + Net Promoter Score (NPS:
recommending the product)
Target: 4.0+/5 satisfaction rating and NPS > 20
Deadline: Target to be met in 1 Year (October 2026)

Tactics

 After purchase, customer is prompted via QR or WhatsApp to rate satisfaction.

 Customers who give feedback are entered into a monthly “thank-you” draw reinforcing
goodwill or a small goodie.

 Dissatisfied users are given coupon support or follow-up call from Pureza representative
creating personal care touchpoint.

Estimated Cost

 Rs. 50,000 for survey system

 Rs. 15,000 for monthly prizes and coupons

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Justification

Collecting and responding to feedback improves trust and retention, especially in a high-touch,
family-sensitive category like cleaning products. Moreover, drawing an emotional touch and
rewarding happy customers is likely to result in customer rating the brand more than competitors
because they are being rewarded for purchasing which shows a sign of appreciation and kind
gesture.

6. Brand Awareness

KPI: Brand Recall (aided: brand recall when given hints and unaided: brand recall when no
hints given) and Reach (total number of unique people exposed to Pureza’s brand messaging
across platforms and channels.)

Target: 15% aided brand recall and 25% unaided among urban women and institutional users
in Karachi, Lahore, and Islamabad. The reach can be at least 100,000 individuals.

Deadline: Target to be met in 2 Year (October 2027)

Tactics

 Targeted digital ads and video storytelling across Facebook, Instagram, YouTube, and TikTok
to maximize exposure and repeat brand name visibility.
 Influencer demos and branded content with clear verbal brand mentions, boosted to new and
lookalike audiences.
 In-store sampling with promoter scripts and branded POS materials at Imtiaz, Metro, and
Carrefour to reinforce name recall during trial.
 Localized outdoor branding via rickshaw ads in high-footfall urban areas to extend offline
visibility and memorability.

Estimated Cost

Rs. 300,000 for all activities

 28

Justification

By blending digital, in-store, influencer, and outdoor tactics, Pureza creates not just visibility but
a lasting impact. Whether it’s a trusted influencer’s recommendation, a glimpse on a rickshaw, or
a friendly product demo at a store, each touchpoint reinforces the brand in a natural, memorable
way. This repeated exposure across different moments in daily life helps build both trust and
familiarity. In a market like Pakistan, where personal connection and consistent presence matter,
this multi-touch approach ensures Pureza stays top-of-mind and close to heart.

Conclusion
The IMC strategy for Pureza was developed to introduce a safe, eco-friendly, and affordable all-
purpose surface cleaner that meets the everyday needs of Pakistani households and institutions.
Anchored by the positioning “Safe. Saaf. Sasta.”, the campaign aligns every element from sales
objectives to creative storytelling around Pureza’s promise of effective and family-safe cleaning.
A structured funnel guides consumers from awareness to loyalty using a mix of digital and
offline channels tailored to the local context. With emotionally resonant messaging, influencer
engagement, sampling, QR-based loyalty rewards, and WhatsApp referrals, the strategy ensures
high visibility and trust across touchpoints. Clear KPIs covering brand recall, engagement,
conversions, and satisfaction support the plan, grounded in realistic budgets and timelines.
Lastly, Pureza is positioned not just as a cleaner but as a thoughtful and responsible choice for
the modern Pakistani consumer.