quice creative brief

8/11/2019 Quice Creative Brief

1/17


2/17

Quice has reached its declining stage and oldpositioning has almost faded.

Trade driven product struggling on its push forcein the market.

Brand needs to be revitalized through a new

positioning targeting new and large market

segments that hold enough potential.


3/17

DIRECT COMPETITION

Jaam-e-Shirin

Rooh AfzaNaurus

Mitchells

INDIRECT COMPETITION

Carbonated drinks


4/17

Geographic

World Region / Country Pakistan

Density Urban, suburban, rural

Psychographics

Socio Economic Class B, C1, C2

Demographic

Gender Male, female

Age 15 and above

Income Rs.20000 and above

Behavioral

Benefits Quality, Unique Ice cream flavor

User rate Light user, medium user


5/17

Most of young consumers arenteven aware.

Brand has no emotional associations to recall.

Quice is an old mix with water drink.Consumers who are aware, think that its a notworthy brand because it is not appealing.


6/17

Quice is a refreshing drink with a taste like noother drink.

Quice consumers are brave, courageous andpatriotic.

Quice invokes the patriotism for our country.


7/17

Increase brand awareness by 60% non users.

Reposition the brand on platform of patriotism

Create brand associations like patriotism,excitement, gregariousness.

Communicate the launch of a new ready to drink

form of Quice.


8/17

Brand Essence

Patriotism

Important Features

Unique flavor

Green color

Competitive Advantage

A brand that invokes

patriotism Quality

Key Benefits toCommunicate

Functional :

Taste

Convenience

Emotional :

Patriotism

Reason to Believe

Green color

Refreshing taste

Word of mouth

Brand Image/Personality

Energetic

Gregarious

Responsible

Courageous


9/17

Campaign theme

Invoke patriotism in the consumers by

connecting the theme with

Sports

National holidays

Social issues

Advertising Appeals

Emotional, slice of life


10/17

Brand should be shown 3 times in TVC.

Brand should be occupy 30% space in print ad.

Pakistani flag and green color should be used inbackground

Focus on green color.

The ads should communicate benefits of a ready

to drink form.


11/17

ADVERTISEMENTS

TVCGEO, AAJ, HUM, ARY, RONAQ, MASALA

PRINT AD

Dawn, Jung, & magazines having heavy readership of youthBILLBOARD

Promoting QUICE through patriotism on Places of heavyconsumer traffic of SEC B & C.

RADIOPakistan special theme programs on FM 100109

INTERNET

Paid advertisements on facebook and websites


12/17

SALES PROMOTION

BUNDLE OFFERS (Buy 3 get 1 free)


13/17

PUBLIC RELATIONS

Sponsor local sports events

Sponsor All national days Celebrations

Fund raising events for social issues (concerts & seminars)


14/17

SOCIAL MEDIA:Facebook campaign :

Facebook page development

Page activity on social issues

Page activities for invoking patriotism

Paid and un-paid advertisements on famous fb pages

Paid advertisements and activities on cooking shows pagesmaking consumer aware of new usage occasions of product

Twitter :

Presence on twitter as I am pakistani


15/17

Occasions Quice to has large share of Voice

Sports

National holidays

Social issues


16/17

2 months 6 months 8 months

Advertisement

Sales promotion

Social media

Public relations

Launch


17/17

quice creative brief

Documents