Waves 1

BUSN382

Marketing Communications

Section A

Miss Irtifa Nasir

Advertising Pitch

Amna Imran 14-10720

Hassan Ali Zubair 14-10705

Ribca Ralph 14-10734

Sadia Raouf 14-10754

Tehreem Fatima 14-10777

 Waves 2

Table of Contents

Serial No. Contents Page No.

1 Title Page 1
2 Table of Contents 2
3 Agency Introduction and Philosophy 3
4 Executive Summary 3
5 Situation Analysis (Secondary Research) 4
6 Consumer Insights (Primary Research) 6
7 SWOT Analysis 7
8 Advertising Objectives 8
9 Target Group and Consumer Profile 9
10 Brand Image, Personality and Position 10
11 Creative Strategy and Execution 10
12 Media Strategy and Execution 15
13 Recommendations for other MCTs 18
14 Conclusion 19
15 Exhibits 20
16 Appendices 32
17 References 40
18 Endnotes 41
 Waves 3

Agency Introduction and Philosophy

The name of the advertising agency is “Smart Advertising Solutions.” It is a full service agency
with four departments: Account Management, Strategic Planning and Research, Creative
Strategy and Execution Department and Media Strategy and Execution Department. The agency
has hired expertise in all four departments. The objective of “Smart Advertising Solutions is to
work with honesty and commitment presenting smart and efficient advertising solutions to
complex advertising problems which the clients/brands are facing in today’s highly competitive
environment. The agency will not only focus upon executing mere fancy ideas, but, will
conscientiously base all advertising plans upon extensive and reliable research findings. All
advertising campaigns will be created with the aim of meeting the advertising objectives in a
profitable manner using appropriate approaches and strategies.

Executive Summary

This report has recognized problems with the promotional strategies adopted by Waves in the
past based on secondary and primary research findings. Measurable advertising objectives are set
taking the SWOT analysis into account. Profitable target segments are identified and a consumer
profile is carefully formulated in order to keep focused and directed towards the target group for
this particular advertising campaign. These strategic decisions have allowed “Smart Advertising
Solutions” to strategize and execute an appropriate creative and media strategy.
Recommendations for other MCTs (Marketing Communication Tools) are also put forward
towards the end of the report which will help in maintaining consistency in the overall marketing
campaign and strategy of Waves.
 Waves 4

Situation Analysis (Secondary Research)

 Home Appliance Industry Analysis

“Home appliances are becoming more affordable in Pakistan; sales are increasing even in
recession because people pay on installments, credit cards and loansi.” The Home Appliance
Industry in Pakistan is a combination of both international and national/local brands.
International brands include: LG, Samsung, Philips, Hitachi, Mitsubishi, Smeg, Panasonic,
Whirlpool, Siemens and so on. National/Local brands include: Dawlance (1980), Haier (2002)
by Haier Group (Chinese MNC), Waves by Cool Industries (Pvt) Ltd (1973), Orient by Orient
Group of Companies (1957), PEL (1956), Singer and so on. “Three leading brands dominating
85% of the market share in the air conditioning and refrigeration category are Waves, Dawlance
and Candyii.”

 Competitors
The competitors of Waves in this particular case are: Dawlance, Haier, Orient and PEL because
these brands are considered to be local and have similar product offerings, pricing and placement
strategies (marketing mix). Also, although, it is hard to generalize the entire home appliance
industry; all of these brands cater to somewhat similar target group and needs (generally
speaking).

 Current Marketing Mix Analysis of the Home Appliance Industry

a) Product: Dawlance offers refrigerators, deep freezers, washing machines, microwave
ovens and air conditioners. Waves also offers the products mentioned above which
Dawlance offers, but, over a period of time Waves has expanded its product offerings
from these common products to vacuum cleaners, food processors, irons, toasters and
juicer blenders as well. Haier, Orient and PEL also offer the common products which
Dawlance and Waves offer, but, in addition to that, Haier offers television sets as well.
Orient offers vacuum cleaners, water dispensers, LED TV and LCD TV. PEL offers
water dispensers in addition to the products mentioned above.
 Waves 5

b) Price: The prices offered by different brands in Pakistan are shown below in Exhibit A.
The international brands seem to follow the skimming pricing strategy and the local
brands tend to follow the penetration strategy (in general).
c) Placement: There are quite a few dealers of the main brands (Dawlance, Orient, Waves,
PEL and Haier) all over Pakistan. The urban cities sell home appliances in shops, retail &
wholesale outlets and supermarkets of the brands mentioned. Karachi sells in Zamzama,
Clifton, Gulshan, Saddar, METRO, MAKRO, The Forum and Park Towers. Lahore sells
in MAKRO, METRO, Alfatah, Hyperstar, Abid Market, Gulberg, Mall Road and Multan
Road. Islamabad sells in METRO, Defence, Clifton and MAKRO.
d) Promotion and Advertising: The taglines of Dawlance, Haier, Orient and Waves are
famous and popular among people and they tend to remember the taglines because these
brands often repeat (recirculation) their taglines several times in the TVCs. Some of the
popular taglines include: “kyoun kay Dawlance reliable hai” by Dawlance, “Pehli
chahat” by Orient, “Naam hee kaafi hai” by Waves and “Inspire Living” by Haier. Most
of the marketing communication/promotion is done through TVCs in the home appliance
industry. Print advertisements are also used, but, the main focus is laid upon TVCs.

 Current Consumer Analysis

Exhibit B shows the market share and demand of the top brands in Pakistan (2009). Dawlance
has the highest market share in the refrigerator category (41%) with PEL at number two (29%)
and Waves (16%) at number three. In the microwave oven category, Dawlance (48%) again has
the highest market share with Waves (18%) at number two. According to the data, people
demand Dawlance and Waves when buying refrigerators and microwave ovens, whereas, for air
conditioners, LG and Haier are preferred. Also, PEL which is an old brand like Waves relies on
its image in the market and is preferred by people in almost all the categories as shown in Exhibit
B.
 Waves 6

Consumer Insights (Primary Research)

 Qualitative Research Findings

Informal and casual interviews were conducted with a random sample of ten people above 25
years of age (will be explained further in the target group part). The interview questions are
given below in Exhibit C. Many people didn’t name Waves for the first question which means
that it is not considered a big brand. Dawlance, Haier and Orient are considered to be big brands
as majority named these. Durability, performance and after sales service are considered to be
important before purchasing home appliances. The projective technique of word association
helped in finding out that the first word that comes to almost everyone’s mind when somebody
says “Waves” is “deep freezers.” Competitive price and durability distinguish Waves from its
competitors. The tagline of Waves: “Naam hee kaafi hai,” good quality deep freezers and good
after sales service are associated closely with Waves.

 Quantitative Research Findings

A survey was conducted using a questionnaire (Exhibit D) with a random sample of 50 people.
The results are formulated into graphical representations shown in Exhibit E. The approximate
figures for the best brand rankings are as follows: PEL (38%), Waves (29%), Dawlance (23%)
and Orient (10%). Waves is considered to be the most cost effective brand by 87% of the people
and Dawlance is considered to be the most cost effective brand by 13% of the people. Deep
freezer is the favorite Waves product of about 72% of the people and refrigerator (18%) comes at
number two with others being less than that. Advertising is considered to be an important
attribute before purchasing home appliances by 23% of the people; others’ opinion is 16%, after
sales service 13%, performance 12%, design 12%, durability 10%, price 8% and brand name 6%.
42% of the people think Waves is durable, 22% think it is cost effective, 19% think it offers
efficient after sales service, 13% think it performs well and 4% chose other attributes.
 Waves 7

SWOT Analysis

 Strengths

Research suggests that people tend to buy the products of Waves because it is an old and well
established brand in the market with a well-known and familiar name and image as a whole. It
provides a wide range of home appliances. People consider it as being cost-effective and durable
with effective and efficient after-sales services. The products of Waves are available at almost all
of the leading dealerships in Pakistan.

 Weaknesses

The marketing communications of Waves is not up to the mark which is the reason why the
overall image of Waves has been suffering since a long time. It clearly lacks effective advertising
unlike its competitors. The reason for this is lack of expertise in the internal
marketing/communications department.

In the past most of the TVCs of Waves focused on showcasing the attributes of either
refrigerators or deep freezers which is the reason why people tend to associate Waves as a
leading selling brand in the refrigerator and deep freezer categories alone.

 Opportunities

There is a lot of room for improvement for the advertising strategies which can help Waves
increase its market share and retain its loyal customers. Other MCTs can also help in retaining
the loyal customers such as good PR strategies. Effective, efficient and consistent marketing
strategies can help Waves build a positive brand personality, position, image and perception in
the market which will prove to be beneficial in future.
 Waves 8

 Threats

The biggest threat that Waves is facing at this point in time is that the competitors are capturing
market share in the home appliance industry by using great advertising and promotional
strategies. The overall brand perception of Waves and its image in the market tends to suffer to a
great extent among the customers. People tend to associate refrigerators and deep freezers with
Waves and these products are the ones which people like to buy as compared to the other
products Waves offers.

 Key Challenge

Waves needs to overcome its weaknesses and threats and capitalize on the strengths and
opportunities by making its brand image positive through effective and efficient advertising
strategies. This is important for increasing sales, increasing the market share in the industry and
retaining the loyal customers.

Advertising Objectives

The consumers’ intended response which Waves needs to look for is focused strictly upon two to
three advertising objectives for this campaign which include: affective/emotional, associative
and perceptual responses. Affective/Emotional response will help measure increase in the liking
of the brand. Associative response will help measure the positive perception created in the
consumers’ minds by polishing and revamping the identity, position, personality and image of
Waves. Perceptual response will help in measuring the awareness and recognition of the wide
range of products Waves promises to offer and not just refrigerators and deep freezers.

The advertising campaign will last for about six months starting from June 2013 to November
2013. The liking and perception should both increase by 30%, whereas, the awareness should
increase at least by 15% which will be measured at the end of the campaign using post-campaign
evaluation strategies.
 Waves 9

Target Group and Consumer Profile

 Potential Target Segments

The decision making units starting from the influencer to the information gatherer to the
buyer/purchaser to the user and finally to the one who disposes of are all important. The potential
target segments consists of old people, head of the family, newly married couples, small and
large families, business buyers, government buyers, importers, students and families living in
apartments.

 Selected Target Segments (Target Group)

Small and large families living in the rural and urban areas of Pakistan; and families living in
apartments are selected as the target group for Waves. The reason why families are selected is
because Pakistan has always been and still is a collectivist, cultural society where family life
plays a significant role and contributes hugely in the usage of family-oriented products such as
home appliances. Families are the most active buying segment when it comes to home
appliances.

 Consumer Profile

The target group of Waves consists of families belonging to lower to upper middle classes of
socio-economic background. They are well settled in their career and home. They reside in rural
and urban areas of Pakistan. They value money and quality/performance rather than overrated
brands. Their family life depicts the spirit of togetherness, warmth, belonging, love, compassion
and cohesiveness. Home and kitchen appliances are a vital part of their home. They want to
make their everyday lives convenient, easy and practical. They want durable and reliable
products which are cost-effective over products that are only appealing to the eye and make huge
claims in the advertisements. 
 Waves 10

Brand Image, Personality and Position

Currently the image of Waves in the market is not too good as it has been tagged as a cheap
brand mainly due to the unappealing advertising messages used in the past. The personality
which Waves is now focusing upon in this particular advertising campaign is trustworthiness
because it is a well-established and old brand which has been supporting families since ages. The
aim/goal is to polish and revamp the brand image. Psychological differentiation and symbolic
association will be used as a strategy. Home appliances are generally homogenous in terms of
performance, so, meaningful associations will be created for the consumers to understand the
unique message which would clearly differentiate Waves from its competitors.

Creative Strategy and Execution

 Positioning Statement

The target market includes families and parents in particular above the ages of 25. Waves offers
a variety of home appliances to its customers from refrigerators to deep freezers to air
conditioners to microwave ovens and so on. All the products of Waves are very cost-effective
(good value for money), durable (last long), they perform well and Waves also delivers excellent
after sales services unlike other brands operating in the market. Waves is one of the oldest and
the most well-established brands which is the reason why it is preferred. It has been satisfying its
customers since a long period of time and has been successful in establishing a loyal customer
base in Pakistan.

 Key Selling Proposition

Waves offers good quality products which perform well and last long (durable). Efficient after
sales services are also offered as a whole package to the customers. All the products offered by
Waves are cost effective as mentioned earlier on.
 Waves 11

 Big Idea of the Campaign

The collectivistic cultural values of Pakistan where families play a pivotal role in the everyday
lives will be stressed upon strictly based upon the advertising objectives set for the campaign.
The highlight is Waves spreading happiness among families by celebrating and symbolizing the
spirit of togetherness, love, compassion, belongingness, family affection and happy home life
since a long period of time.

 Campaign Slogan

The corporate tagline of Waves is: “Naam he kafi hai!” The campaign slogan chosen is: “Barson
Ka Saath!” which means that Waves has been there for families and supporting them solve their
household problems since ages.

“Naam he kafi hai!” has created a unique sort of an association with the audiences in the past and
has gained a certain level of popularity clearly differentiating Waves from its competitors.
People remember, recognize and associate this tagline closely with Waves.

“Barson Ka Saath!” and “Naam he kafi hai!” won’t be poles apart, but, will be blended and
synchronized to build upon the existing association of Waves and enhance the image in future.
The selected language for the campaign slogan is also Urdu which sounds desi and familiar to
the audiences. Moreover, it is a family-oriented slogan which aims to fulfill the advertising
objectives set for this particular campaign.

 TVC

Refer to Exhibit F for the AV Board of the TVC and Appendix A for the screen shots. The
duration for the TVC is one minute. Television is a passive medium which is the reason why an
engrossing impact needs to be created for the audiences to stop, pull and stick. Masses can relate
and resonate to the family-oriented life and can be targeted through this medium. Soft and subtle
music is used in the background which creates nostalgia. Eye-catching images showcasing
intense emotions and the spirit of togetherness, love, passion, happiness, compassion and
 Waves 12

belongingness in families makes the TVC emotionally attractive. The voice over is overpowering
with a copy which has a high impact enhancing the overall message.

 Print Advertisement

Refer to Appendix B for the print advertisement. The image (title photograph) used in the print
advertisement is the same as the one used in the TVC right towards the end with the campaign
slogan. The copy used in the print advertisement is “Pyar Barhaey…Saath Nibhaey…” along
with the campaign slogan “Barson Ka Saath!” and the full range of products.

Print is an active medium and thus, gives an explicit opportunity to get the message across by
using a precise yet effective copy synchronized well with the TVC’s copy as the message needs
to be consistent in order to create the desired impact and elicit the intended response as a result.

 Out of Home

Appendix C shows the billboard and standee used for out of home promotions. The billboard and
standee are both passive media which is the reason why no copy other than the campaign slogan
(“Barson Ka Saath!”) is used on them. The photograph used for the billboard and the standee is
again the title photograph used in the TVC and the print advertisement as well. The photograph
will tend to do the attention grabbing trick in order to capture audiences.

Billboard is an outdoor and a passive medium, but, can create a huge impact due to its size. It is
also very cost effective as compared to the other media. The impact and cost effectiveness,
however, is also hugely dependent upon the location chosen to display the billboard (will be
discussed in detail in the media strategy part).

Standee is a POS (Point of Sale) medium which will help attract audiences specifically at the
time of purchase inside the store provided it is placed at appropriate locations. The additional
creative ideas part will shed some light over how to strive for the attention of the audiences
breaking through the clutter using standee and adapting it to the environment and audiences’
preferences.
 Waves 13

 Radio Spot

Radio is a passive medium, but, a strong message with an overpowering voice over can do
wonders to the brand image, if, any, all or some members of the family are tuned in to the radio
show when the advertisement kicks in.

The TVC has been adapted to the radio spot for this campaign. The music and voice over for the
radio spot is the same as the one portrayed in the TVC. This will help in maintaining message
consistency as the same message will be repeated through different media: television and radio.

There are many advantages of using radio as an advertising medium. It allows better targeting
especially in the rural areas where it is easy to reach out to the audiences through radio as it is
considered to be popular over there. Radio is also considered to be a comparatively cheaper
medium and is affordable which gives an opportunity to maximize the frequency of
advertisements aired on radio. Moreover, radio exhibits a single stimulus: sound which
stimulates the hearing sense alone and allows audiences to make use of their imaginative skills
and focus upon mental imagery.

 Brand Activation Ideas

Waves stands for family togetherness and the spirit of collective happiness and to deliver this
message to the audiences effectively, more tools are required such as brand activation. Brand
activation techniques will result in direct interaction of the brand with the consumer and it will
also help in selling the message and getting the message across by creating a greater impact.

For the first brand activation idea, Waves will interact with women (housewives, mothers, sisters
etc) as they are the buyers, users and influencers when buying home appliances. Product
placements will be carried out in popular cooking shows such as Chef at Home, Chef Zakir,
Handi and so on. Almost all of the home appliances which Waves offers from refrigerator to
blender to microwave oven will be used for this brand activation technique. This will help in
achieving two objectives: firstly, awareness about the different products of Waves such as
blenders, juicers and toasters and not just the major heavy duty appliances such as refrigerators
 Waves 14

and deep freezers. Secondly, when these products will be placed in popular shows, the audiences
will form a good quality image of Waves as a brand.

For the second brand activation idea, demonstrations will be carried out at the electronics
appliances shops (retailers), for example at Abid market and big stores such as METRO,
Hyperstar, etc. Through this, the consumers visiting these shops to buy the products will be
influenced and inclined to buy Waves not only due to its emotional appeal but also for its
functional benefits.

The third brand activation idea will execute contests or lucky draws which will be held in big
stores such as METRO, Makro and Hyperstar primarily, for smaller electronic kitchen
appliances. Any consumer who will buy a Waves air conditioner or deep freezer will enter into a
lucky draw and get a juicer/blender/toaster free.

 Additional Creative Ideas

Appendix D illustrates the additional creative ideas for the campaign. The standee (POS
medium) has been adapted to the BTL content distribution among the heavy users of Waves. The
title photograph and the campaign slogan used for this advertising campaign have been removed
and only the Waves logo is visible. People coming shopping at large retail outlets can take a
photograph by posing in the white space indicated on the standee in Appendix D. They can also
request the salespeople of Waves present at the outlet to publish their own personal favorite
caption at the end along with the photograph taken by a professional photographer present at the
store. This adapted standee with the new photograph, caption and most importantly, the Waves
logo will be gifted to the heavy users of Waves in the form of a wrist watch, wall clock or key
chain. This technique will help build satisfaction, delight and loyalty among customers and also
help in extending a positive and friendly image of Waves as a whole.
 Waves 15

Media Strategy and Execution

 Media Strategy

Currently, Waves has not being advertising through any medium at all. The old campaigns are all
outdated. There is a strong need to optimize reach and frequency by capturing the right kind of
target audiences for the creative message to get across and be interpreted in its true sense.

The message will be received by the lower, middle and upper middle classes as the consumer
profile suggests. Maximum exposure needs to be executed by opting for an appropriate media
mix along with suitable media vehicles.

Media dispersion strategy will be used for this advertising campaign as Waves is an old and
well-established brand and can afford to use this strategy. In order to put the message across, a
combination of different media will be used, so, the message doesn’t lose its consistency and
creates the right kind of impact over the right kind of audience.

 Media Mix

The media mix is selected carefully keeping in mind the share of voice concept. Those media
and media vehicles will be selected which are popular among the target audience and have a high
program rating.

At the same time, the media selected should not be too cluttered in order to make the right kind
of impact which is effective. This would depend upon how many competitors have chosen the
media which Waves also decides to choose for advertising actively. The media should also be
cost-effective. The media mix for this particular campaign consists of print (newspapers and
magazines), electronic/broadcast (television and radio) and out-of-home (billboards and
standees).
 Waves 16

 Media Schedule

The budget will be distributed evenly and continuous scheduling strategy will be adopted
because home appliances are not affected by seasonality in particular. “As such there are
marginal seasonal impacts on the sales of the five categories that we manufacture in Pakistan like
refrigerators, freezers, microwave ovens, air conditioners and washing machines iii.” The
campaign will last for about six months starting from June ’13 to November ’13. Continuous
scheduling will be coupled with high frequency at appropriate media where the share of voice
will be maximized. This will help in continuous hammering (maximum exposure) and
inculcating the fresh, new and positive brand image in the consumers’ minds.

 Media Budget

Exhibit G shows the media budget allocation compared with Dawlance which is one of the
biggest competitors of Waves and a market leader in offering home appliances with a maximum
market share currently as per research mentioned above in the secondary research part.

“Dawlance promotion budget is around 1.75% of their turnover. 40% spending of their budget is
Print Media, 20% goes on TV, 20% on Outdoor activity and balance 20% on Sales Promotion
activity. They believe that print media and outdoor activity help them to reach to their target
customeriv.” Dawlance tends to spend more on print, just about average on television, outdoor
and sales promotions and other.

Most of the home appliance brands in Pakistan including the direct competitors of Waves:
Dawlance, Haier, Orient and PEL ignore the radio medium completely. Waves can maximize
exposure and frequency through radio which is a cheaper medium and also helps in reaching out
to the rural target audiences.

Waves will allocate 25% each to television (which executes the message explicitly), radio and
outdoor (which emphasizes on the campaign slogan), maximizing share of voice in both
categories. 20% will be allocated to print focusing on newspapers again sticking to the share of
voice strategy and 5% will be allocated to sales promotions.
 Waves 17

 Proposed Media Vehicles

Magazine advertisements tend to last for a long period of time and as the campaign is of about
six months, there is time for pre-planning. The magazine ads will be placed on the back cover
which is a glossy paper and has a good quality. The ads will be placed in Daily Times Sunday
(Weekly), The News MAG (Weekly), JANG Urdu Sunday MAG, HUM Masala TV Food Mag
(Monthly), Aurora (will help build positive, corporate brand image) and The Express Tribune
Magazine (Weekly).

Newspaper advertisements will reach out to the masses (families across Pakistan). This will add
credibility to the brand and improve its existing image. Newspaper quarter page (27x8) ads will
be placed on the front cover in Daily Times, JANG, The Express Tribune, Dawn, The News and
The Nation.

Billboards are very cost-effective and create a huge impact on the audiences because of the large
size as explained earlier on in the creative strategy part. As the medium is passive, an
emotionally attractive picture is used as an attention grabbing element with the campaign slogan
as shown in Appendix C.

Billboards will be displayed at appropriate locations in the major cities of Pakistan: Karachi,
Lahore and Islamabad. In Karachi, the billboards will be placed in DHA, Shahrah-e-Faisal,
Zamzama and Clifton Road. The major billboard locations in Lahore will be Defence, opposite
Rahat Bakery in Cantt, Liberty Roundabout, Sherpao Bridge and Cavalry Ground. In Islamabad,
the billboards will be placed at the Jinnah Road and Jinnah Avenue in the Blue Area, Bahria
Town Islamabad Civic Centre Commercial and near Jinnah Super Market.

The radio spot will be played on the national radio stations to target all national (urban as well as
rural) family audiences. The radio stations chosen will be FM 100 and FM 101 mainly, but, as
FM 89, FM 91, FM 106.2 and FM 103 have also expanded their listenership to the major cities
of Pakistan: Karachi, Lahore and Islamabad, they will also be included in the radio mix as radio
is the medium where a considerable amount of media budget has been allocated in order to
maximize the share of voice. The estimated frequency for the radio spots will be 10 times an
hour.
 Waves 18

Radio advertisements will be played during the rush hours specifically to make sure that they are
exposed to a maximum number of listeners (reach should be maximum). The peak hours take
place during the morning drive time between 7am to 10am (when parents are going to the office
and dropping children to school) and in the afternoon between 1pm to 3pm (when the kids are
being picked up from school and working class is going out for lunch). The evening drive time
between 5pm to 8pm is also a very critical time period when people doing white collar jobs can
be targeted as they are driving back home.

Radio shows which are generally more popular among audiences such as The Breakfast Show
with Khalid from 7am to 10am (morning drive time) at City FM 89 will be considered in order to
maximize exposure.

TVCs will be played at the prime time ideally from 8pm to 11pm on national TV Channels such
as PTV Home, PTV Sports, Geo News, Geo Sports, Geo Entertainment, HUM TV, ARY Digital,
Urdu 1 and Dunya. The entertainment channels will help reach out to families tuned in during
that time, whereas, the news and sports channels which are popular among men mostly will help
in convincing the male head of the family (who is an integral unit of the decision making process
as the information gatherer or the influencer or the purchaser/buyer in most of the cases) to buy
Waves. The estimated frequency for TVCs will be 8 times an hour.

Recommendations for other MCTs

 Other MCTs (Marketing Communication Tools)

a) Sales Promotion: Something extra always makes customers happy and they love getting
more than what they expected and for that little extra limited time offers will be given to
the customers including free cookbooks with Waves microwave ovens and free water
bottles with Waves refrigerators.
b) Personal Selling: Exclusive sales force of Waves will be hired for demonstrations and
guidance at the retail outlets. They will be very cooperative and willing to help the
customers with whatever is required.
 Waves 19

c) Public Relations (PR): PR strategies will help retain loyal customers who are the heavy
consumers of Waves. This will help in spreading positive WOM and in attracting the
potential customers. Special gifts such as wrist watches, wall clocks and key chains will
be given as explained in the additional creative ideas part earlier on in the report. These
gifts will be special as they will have the customers’ family photograph with their
favorite caption and of course the Waves logo which will be a constant reminder of this
gift being closely associated with Waves.
d) Direct Marketing: Waves will follow up the customers after one month of sale through
telephone calls, emails and text messages. Any issues or queries faced by the customers
will be solved as soon as possible. Also, telephone calls, emails and text messages will be
used to communicate the limited time offers, lucky draws and special discounts to the
loyal customers.

Conclusion

The sole purpose of the new advertising campaign of Waves is to reinforce consumers that
Waves is the pioneer in offering the best quality appliances at affordable prices. Secondly, the
image of Waves needs to be recreated in the consumers’ minds through the message chosen by
depicting an appropriate big idea used for the communication strategy and executing it through
an efficient and effective media strategy.
 Waves 20

Exhibits

A: Prices offered by different brands in the Home Appliance Industry

Category Brands Prices (Rs.)

Deep Freezers Dawlance 30,000-40,000
Waves 20,000-40,000

Refrigerators Dawlance 30,000-40,000

Haier 20,000-140,000
Waves, PEL and Singer 20,000-40,000
LG 50,000-300,000
Smeg and Hitachi 5000-300,000
Samsung 6000-15,000
Panasonic 30,000-100,000

Washing Machine Waves 11,000-12,000

Air Conditioners Waves 20,000-40,000

Haier 20,000-50,000
Dawlance and LG 30,000-70,000
Orient 20,000-70,000
PEL 20,000-100,000
Panasonic and Mitsubishi 40,000-70,000

Microwave Ovens Waves 5000-12,000

Samsung 8000-12,000

B: Overall Market Share of Different Companies in the Home Appliance Industry (2009)

Category: Refrigerators
Company Name Market Share (%)
Dawlance 41
PEL 29
Waves 16
Others 14
 Waves 21

Market Share

Dawlance
PEL
Waves
Others

Category: Microwave Ovens

Company Name Market Share (%)
Dawlance 48
Waves 18
LG 8
PEL 8
Others 8
Haier 5
Samsung 5
 Waves 22

Market Share

Dawlance
Waves
LG
PEL
Others
Haier
Samsung
 Waves 23

Brands demanded by consumers in Abid Market Lahore (2009)

Categor Refrigerators Window-type AC Split AC Microwave Ovens

y
Brand1. Dawlance 1. PEL 1. Mitsubishi 1. Dawlance
2. PEL 2. General 2. LG 2. LG
3. Waves 3. LG 3. Daikin 3. PEL
4. Others 4. Samsung 4. Haier 4. Haier
5. Others 5. Others 5. Waves
6. Others
In order of the most demanded brand. (first being the most demanded brand)

C: Qualitative Research (Interview Questions)

1. List the 3 big brands you can think of in the home appliance category.

2. What is/are the important element/elements you consider before purchasing home appliances?

3. Name the ‘first’ word that comes to your mind when somebody says ‘Waves.’ (Projective
Technique: Word Association)

4. What distinguishes Waves from its competitors?

5. Which Waves’ advertisements do you remember?
(Recall)

6. Name your favorite Waves product.

 Waves 24

D: Quantitative Research (Questionnaire Design)

1. Rank the following home appliance brands from level 1 (the lowest) to level 5 (the highest).

Orient _____

Dawlance _____

Haier _____

Waves _____

PEL _____

2. Choose the most cost effective brand out of the following:

a. PEL
b. Haier
c. Orient
d. Waves
e. Dawlance

3. Choose your favorite Waves product/products out of the following:

a. Refrigerator
b. Washing Machine
c. Deep Freezer
d. Microwave Oven
e. Air Conditioner

4. Rate the following attributes you consider before purchasing home appliances from level 1
(the least preferred) to level 8 (the most preferred).

Brand _____
 Waves 25

Performance _____

Design (Appearance: size, style, color, etc) _____

After Sales Service _____

Others’ opinions _____

Price _____

Advertising _____

Durability _____

5. Choose the attribute/attributes from the 8 attributes mentioned above in Question 4 which you
think Waves offers.

Sex: ___________ Age: ______ Occupation: _________________

Thank you for your time! 

 Waves 26

E: Quantitative Research Findings

Best Brand

Brand Percentage (%)

PEL 38
Waves 29
Dawlance 23
Orient 10

Best Brand

PEL
Waves
Dawlance
Orient

The Most Cost Effective Brand

 Waves 27

Brand Percentage (%)

Waves 87
Dawlance 13

The Most Cost Effective Brand

Waves
Dawlance
 Waves 28

Favorite Waves Product

80

70

60

50
Favorite Waves Product
40

30

20

10

0
Deep Freezer Refrigerator Others

Important Attributes
25

20

15

10 Important Attributes

0
in
g n ice ce n lit
y ice e
tis in
io rv an sig bi Pr na
m
r p Se m De r a
ve 'O les
r
Du
d
Ad rs a erfo Br
an
he S P
Ot fter
A
 Waves 29

What is Waves good at?

45
40
35
30
25
20
15
10 What is Waves good at?
5
0
le ve ice ce es
r ab cti rv an ut
e Se ir b
Du Eff s rm
st le rfo Att
Co
r Sa Pe he
r
e od O t
Aft Go
nt
cie
Effi
 Waves 30

F: AV Board

Scene No. Audio Visual

1. A mother looks very happy and satisfied
sitting with her five year old daughter in
their living room.
2. Saal a saal sey Waves The mother is giving her daughter food.
Rakhta aaya hai apka Both are exchanging sweet moments of
love and affection.
3. Khaas khayaal They both hug.
4. The five year old girl cheerfully laughs.
5. Banae hai apki zindagi asaan A teenage girl is blissfully standing with
a glass of juice in front of the
refrigerator.
6. Rakha hai apkay She and her friend are sharing moments
of joy with a glass of juice.
7. Araam ka khaas khayaal She joyously pours juice in her friend’s
glass.
8. Hai qaim Both sit together and chat lovingly.
9. Apka bharosa She shows something on her phone to
her friend and both smile at each other.
10. Aur itemad They look at each other and laugh
together.
11. Phelain hain khushiyan Two sisters are happily sitting together
on a carpet in their bedroom and doing
homework.
12. Bantein One of them does her homework with a
relaxed smile on her face and a bowl of
ice-cream placed beside her.
13. Muskurahatein Both of them look up and smile.
14. Ye hai aik pur sukoon zindagi They do their work and give each other
a bright, loving and happy look.
15. Ka ihsaas A mother is tenderly putting her six year
old child to sleep in their bedroom.
16. Saath barson ka The mother kisses her one year old
child.
17. Waves The mother and her one year old give a
sweet pose towards the camera.
18. Naam he kafi hai! The title photo appears. (Used for the
print advertisement, billboard and
standee).
 Waves 31

G: The new media budget of Waves compared with that of Dawlance

Brand TVC Print Radio Outdoor Sales

Promotions
Waves 25% 20% 25% 25% 5%
Dawlance 20% 40% 0% 20% 20%
 Waves 32

Appendices

A: TVC Screen shots

Waves 33
Waves 34
 Waves 35

B: Print Advertisement
 Waves 36

C: Out of Home

Billboard
 Waves 37

Standee
 Waves 38

D: Additional Creative Ideas (Standee adapted to BTL content)

Waves 39
 Waves 40

References

http://download-reports.blogspot.com/2009/09/home-appliance-and-electronic-goods.html

http://www.ebay.com/sch/Clocks-/397/i.html?_ipg=&_from=R3&_armrs=1&_nkw=beer

http://www.expressgiftservice.com/category_display.php?child=144&parent=135

http://www.marnexpromotionalgifts.com/why-your-business-should-use-an-engraved-key-chain/

http://www.musicforproductions.com/mobile/results_library.aspx?library=MFPC-08

http://www.picassopromos.com/promotional-wrist-watches-delhi.html

www.facebook.com

www.islamabadsnob.com

www.karachisnob.com

www.lahoresnob.com

www.qeemat.pk

www.shophive.com
 Waves 41

Endnotes
i
Zeeshan, O; 2011, Home appliance industry continues to grow, Express Tribune,
http://tribune.com.pk/story/179856/home-appliance-industry-continues-to-grow/

ii
Gallup Pakistan; 2012, Trends in the use of Electric goods in Pakistan,
http://www.gallup.com.pk/ITMarket.php,

iii
2012; Daily Times, http://www.dailytimes.com.pk/default.asp?
page=2012%5C01%5C01%5Cstory_1-1-2012_pg15_1

iv
Memon, A; 2002, Pakistan Economist, Marketing Strategies of Dawlance and LG,
http://www.pakistaneconomist.com/issue2002/issue23/f&m4.htm