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Section 5: Big Idea, Ad Appeal and Execution: Tibet Medicated Hair Oil

The document summarizes the marketing strategy for Tibet medicated hair oil. It discusses ensuring high product quality, using emotional and rational messaging to promote the benefits of strong hair and hair regrowth. Advertising will use both verbal and visual elements with a focus on ingredients and benefits. Celebrity endorsement will add credibility. The ad will leverage emotional connections to mothers/grandmothers while appealing to the rational need of busy working women. Scientific evidence will be used to support product claims and build trust. Relevance of the spokesperson will be key to creativity.

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Shardar tarikul Islam
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81 views3 pages

Section 5: Big Idea, Ad Appeal and Execution: Tibet Medicated Hair Oil

The document summarizes the marketing strategy for Tibet medicated hair oil. It discusses ensuring high product quality, using emotional and rational messaging to promote the benefits of strong hair and hair regrowth. Advertising will use both verbal and visual elements with a focus on ingredients and benefits. Celebrity endorsement will add credibility. The ad will leverage emotional connections to mothers/grandmothers while appealing to the rational need of busy working women. Scientific evidence will be used to support product claims and build trust. Relevance of the spokesperson will be key to creativity.

Uploaded by

Shardar tarikul Islam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Tibet medicated hair oil

Section 5: Big idea, ad appeal and execution

1.The Big Idea: Ensuring better quality

We will catch the attention of the general people by ensuring a better-quality product and for that we
will use multiple tools and media to execute the idea. So that consumers get attracted towards our
brand and product. We will use emotional and rational massage appeal. We will try to bring uniqueness
as well so that we can compete in the market easily. Mostly in the summer the use of oil becomes tough
but if we can produce products like Navratna Cool Oil which is more user friendly and unique as well we
will reach our target faster. Others opportunity for us is that our product will take care of the hair
scientifically and there won’t be any side effect. Media and tools that we will be using for our big
idea are noted below:
a. Advertisement
b. Direct marketing

c. Public Relation
d. Sales promotion

2.Message Strategy: As we are talking about an existing brand product, we will use emotional and
informational massage. We want to deliver our message in such a way that our target consumers get to
understand about our product and its quality of service which is our cognitive stage. Then we want to
make sure our product's quality is exactly the same as our message is delivered in a cognitive stage so
that they can have a good experience about our product and the brand image can last long in their
mind. That’s why we will not use any single strategy but verbal and visual message strategy
simultaneously to get our consumer more connected towards our product. Using both at the same time
will give us more options and flexibility to reach out to our consumers in a more prominent way.
Through verbal we can let our consumers know the details about our product and by visual we can let
them have the experience of the product. As the massage delivery strategy will be executed by celebrity
endorsement It will let us make sure the credibility, trustworthiness, likeability and source power of the
advertisement. We will be providing the consumers with high quality products and making sure all their
expectations get fulfilled.

3.Means and theory of poster advertisement:

a) Product attribute: Organic

b) Consumer Benefit: Repairs hair dryness

c) Tagline: তিব্বত মেডিকেটেড হেয়ার অয়েল:"আপনার মজবুত চু লের বন্ধু "

d) Leverage point: Strong hair (মজবুত চু ল)

e) Personal value: Hair regain

f) Execution Style: Scientific evidence

The dominance of image in the poster:

We will use both visual and verbal elements in our poster but there will be dominance of verbal
elements. As this is a hair care product, the main focus will be the ingredients as well as the benefits of
“Tibet medicated hair oil” in our poster. When consumers search for any skin or hair care product, the
main thing they notice is the ingredients that are provided in the product. So, we will make the poster in
such a way so that the audience can understand what are the main ingredients used in our product by
looking at it. On the other hand, the benefit of this medicated hair oil is that it improves the dry hair and
makes it stronger. “Strong Hair” is our leverage point which will be presented through the visuals and
through our Tagline.

Advertising appeal:

We will use the combination of rational and emotional appeal in the design of our advertisement.
Nowadays consumers buy products after knowing proper information about it. So, we will use rational
appeal to let them know about the detailed information about our product. As “Tibet” is a very old
brand and it is already somehow connected to many people’s routes, through our advertisement we will
show how our mothers and grandmothers used to take care of our hair using herbal ingredients but we
can’t do it because everyone is busy nowadays. In the case of our targeted audiences who are young
working women, they have to take care of both their houses and office works and it is somehow very
much difficult for them to take care of their hair as their mothers and grandmothers used to do for
them. So, it is the responsibility of our product to take care of their hair like their mothers and
grandmothers. It will somehow connect people with our brand emotionally. Mainly, we want to make
them purchase our product based on logic as well as emotions.

Advertising execution:

We will use scientific evidence as our execution technique of our TVC. Previous TVC of “Tibet Coconut
hair oil” used dramatization as their execution technique but as our product is a “Medicated hair oil” it
consists of a lot of herbal ingredients like Henna, Methi, Tirfala, Protein. So, if we use scientific evidence
in our TVC it would be easy for us to support what we are claiming about our product. The benefits of
our product is it reduces dryness, makes the hair stronger and helps to regrow hair and to represent
these benefits if we claim that our product is scientifically proven about these benefits then targeted
audiences might rely on this product.

Determinant of creativity:

We will use relevance as our determinant of creativity. We have chosen Nusrat Imroz Tisha as our
spokesperson so that the consumers can find relevance with her. As we are using scientific evidence in
our advertisement execution, if the audiences see someone who they can connect with is conveying the
benefits of our product to them then they will be able to trust the product’s benefits and it will help to
capture their interest as well as the benefits.

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