MARKETING
PRESENTATION on “Napisan”
"Sponsor The White House” Advertisement
CONTENTS
1. Objective of commercial
 2. Target market
 3. Brand identity & positioning
 4. Evaluation of choice of med...
Objectives of the commercial
 This was new campaign for the brand and success would be
measured in awareness and engageme...
PRODUCT RANGE & TARGET
MARKET
Product range
 Vanish powder detergent
 Vanish inwash gel
 OXI Action powder
 OXI Action...
Brand Identity and Positioning
 Trusted by generations of Australians, Vanish NapiSan is
synonymous with effective fabric...
Choice of Media
 Vanish NapiSan had a tried and tested way to
market its cleaning and detergent products in
what is a low...
Communications Strategy
Vanish NapiSan is looking for a building sponsorship,
the White House is a perfect fit!
Set out on...
Evaluation of message
strategy
 This campaign demonstrated just what is possible if you
think laterally about marketing –...
Evaluation
 In terms of reaching a broader audience, f the 21,809 people
that visited the Sponsor the White House page we...
“Vanish Napisan
Australia. Trust Pink.
Forget Stains”
Vanish Napisan "Sponsor The
White House"
http://vimeo.com/36220433
http://www.youtube.com/watch?v
=jKQv6XaoAXs
Thank you
Napisan
of 12

Napisan

Marketing
Published on: Mar 3, 2016
Published in: Career      
Source: www.slideshare.net


Transcripts - Napisan

  • 1. MARKETING PRESENTATION on “Napisan” "Sponsor The White House” Advertisement
  • 2. CONTENTS 1. Objective of commercial  2. Target market  3. Brand identity & positioning  4. Evaluation of choice of media  5. Evaluation of message : a. Product attributes b. Message Strategy 6. Evaluation of fit, brand identity and message strategy
  • 3. Objectives of the commercial  This was new campaign for the brand and success would be measured in awareness and engagement levels, as opposed to sales:  Deliver 50+ media items.  Reach 500,000 + people in Australia through media coverage .  Reach 200,000 + through Twitter .  10, 000 visits to Facebook site – 20 % to be under 30 year olds.  120 + quality entrants to end of campaign Sponsor A White House competition
  • 4. PRODUCT RANGE & TARGET MARKET Product range  Vanish powder detergent  Vanish inwash gel  OXI Action powder  OXI Action inwash gel  Vanish Powershots Target market  Core buyers, Mums 30 - 50. Facebook is a good medium for this. 78% of Mums use Facebook* every day, only 19% read a newspaper – source Facebook/Neilson.  20 - 30 year olds. As families are being started later in life the brand was keen to build recognition and traction with singles and couples aged 20 - 30 and showcase a new side to the brand personality that was ‘fun’ and ‘cheeky’ but deliver the ‘white clothes white’ message.
  • 5. Brand Identity and Positioning  Trusted by generations of Australians, Vanish NapiSan is synonymous with effective fabric stain removal. Now with its new Oxi Action Crystal White range it wants to be equally famous for keeping white clothes white. Vanish NapiSan has a tried and tested way to market with its cleaning and detergent products.
  • 6. Choice of Media  Vanish NapiSan had a tried and tested way to market its cleaning and detergent products in what is a low interest category – TV and outdoor advertising . However, it comes a point where advertising a message hits a saturation point. The brand had never explored public relations and so the brand set a challenge: it wanted to undertake a bold and innovative PR campaign that took their message to a broader audience , in addition to its core buyer , Mums (30 - 50). It was particularly keen to see how social media could be used for the first time to benefit its brand. The result was corny but successful…
  • 7. Communications Strategy Vanish NapiSan is looking for a building sponsorship, the White House is a perfect fit! Set out on a campaign to seek support from Aussies and Americans for the exclusive building naming rights and demonstrate our commitment to securing the deal. Use the US debt crisis that was taking place at the time as the ‘hook’ for gaining PR interest – at the time President Obama said that a failure to reach agreement across the political spectrum on tackling the US debt would result in “economic Armageddon” . Stir up US debate , positioning the AUD $25 million sponsorship as a novel way to help the US government raise revenues without raising taxes .
  • 8. Evaluation of message strategy  This campaign demonstrated just what is possible if you think laterally about marketing – it challenged and changed the conventional way of marketing a washing detergent product . In what is a very low interest category it successfully provided a brand personality for Vanish NapiSan that wasn’t there previously. From the media coverage it had 93% key message penetration of ‘keeping white clothes white’ – which is what Vanish NapiSan wants to be famous for - and it was the media coverage that powered the Twitter reach with people sharing and posting the story. Of the 200+ media items, 61 item s appeared in Australia, the brand would normally only expect to receive three earned media items for the same period.
  • 9. Evaluation  In terms of reaching a broader audience, f the 21,809 people that visited the Sponsor the White House page website during the campaign 34 % were under the age of 30, 42% were male and 21% were women aged 30 - 50. The brand has used this activity to launch the brand Facebook page now has over 11,000 fans.  The campaign won the Internal Marketing Award 2011 for most innovative campaign at Reckitt Benckiser and is used to inspire marketing teams around the world to think differently about conventional category marketing techniques.
  • 10. “Vanish Napisan Australia. Trust Pink. Forget Stains”
  • 11. Vanish Napisan "Sponsor The White House" http://vimeo.com/36220433 http://www.youtube.com/watch?v =jKQv6XaoAXs Thank you

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