2. Kala Kola is a cosmetics company which was
first established by the United Trading
Company in the 1950s. The brand launched it’s
Kala Kola-Fashion Collection in the 1990s
which was a line of hair dyes for women.
Our team decided to focus on coming up
with an extensive marketing strategy for the
Fashion Collection which would make the
product more accessible to its target market.
3. Target Audience
Age Group
We were able to conduct a survey to determine our target
audience within the time that we had been given.
Firstly, in order to determine whether young girls also use
hair dye, we asked twenty girls, aged eighteen to twenty-
five, whether they would consider colouring their hair. The
results, shown in Figure 1.1, show that even young girls
today use hair colour.
From this we concluded that our target audience should
not be limited to older women and should include younger
girls, thus, we decided to focus on women aged 20 to 50.
4. Girls willing to colour their hair
18-25 years old
Yes
Figure 1.1
No
5. SEC Group
Our team went to several shops in Neelam Colony as well
as Defence. We found that, while more upmarket brands
such as Garnier and Loreal, price their hair colour products
between Rs. 300 and Rs. 900, Kala Kola is priced at Rs. 95.
This shows that Kala Kola products are meant to cater to
lower SECs.
Moreover, Kala Kola products were placed at the back of
shelves in shops in Defence, the pricier products dominated
the shop fronts. Conversely, shops in Neelam Colony
displayed a wide variety of Kala Kola products. This
strengthened our initial supposition that Kala Kola products
cater to lower SEC markets.
6. Mediums
• Television priority of medium
Television Print media Out of home
• Print media Radio Digital Media
• Out of home 5%
10%
• Radio
45%
15%
• Digital Media
25%
Figure 1.2
7. Television
• Urdu Channels
Since our target market belongs to the lower SEC groups
which is mainly C and also D and consist entirely of females
we will focus on Tv channels which are largely entertainment
based such as ATV, Indus Vision, Star Plus, Geo
Entertainment and Ary Digital and PTV. We will also air
advertisements on cooking channels such as Zouk.
• Regional Channels
Given the popularity of regional channels in Pakistan, we
will also air advertisements on channels such as Sindh T.V.
and KTN.
8. • Timings to air the ads
Weekdays:
The advertisements will be aired from 4 p.m. onwards because
women who manage their households, usually get done with their
chores around this time in the afternoon and then sit down to watch
television. Advertisements will go on air most frequently during
prime time i.e. From 6 p.m. To 8 p.m.
Weekends:
On weekends, we will air advertisements most frequently during
the afternoons i.e. From 4 p.m. to 6 p.m. Because families go out in
the evenings and television is most frequently watched during the
afternoons especially on Sundays.
9. Print media
Our team decided that advertisements would
be printed in weekly Urdu magazines such as
Akhbaar-e-Jahaan as well as monthly magazines
such as Urdu Digest.
Seeing as how our target audience is female
we decided to focus on entertainment digests.
Females, particularly from SEC C and D, do not
read newspapers thus, we decided it would be
more efficient, to forgo printing advertisements
in these newspapers.
10. Out of home
Our Out of Home campaign will not involve extensive and
interactive marketing campaigns, keeping in mind the
limited budget available to companies such as Kala Kola.
Our main focus will be on billboards and bus stands
because the majority of our target market travels through
public transport.
Our billboards and banners will be placed near
Saddar, University Road and Nazimabad because these
routes are used most frequently by our target audience.
11. Radio
Radios are more popular than the internet in classifications C
and D. Other than television and magazines, the only other
mode of at-home entertainment is provided by radios as the
females do not have access to the internet.
Therefore we will also place our ads on Fm stations FM
101 and FM 107 as these stations are being listened to by our
target audience.
The reason why we’ve chosen to focus a small proportion
of our marketing on the radio is in order to build frequency for
the brands name and ensure that it remains the top off mind
for our target market.
12. Digital Media
While looking for data on the internet, we came across websites
catering to foreign markets. Retailers order Kala Kolaa products in
bulk and sell them online to user living abroad. Thus, we decided
that advertising on social networking sites such as Facebook
would be necessary for such retailers and foreign consumers.
We feel that advertising through digital media is important
because in order to stay in the race, the company must adapt to
new media and it is necessary to have at least a minimal presence
online in today’s day and age.
As shown in Figure 1.2, we apportioned a limited
proportion of our budget to advertising through digital media as
our target market has minimal access to such media.
13. Our strategy is focused on using a limited
budget that the company has, for optimum
effectiveness. This is why we’ve restricted
ourselves to reaching the already existing
market for Kala Kola hair products in order to
remain the top off mind for this particular
segment of society.
