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Agenda
Pakistan ± An Overview
Tea ± An overview
Market Audit
Advertising Audit
Research
Brand
Tactics
Creative Showcase
Media
Pakistan at a Glance
µPakistan¶ meaning the µLand of Pure¶, is a nation of fascinating
contrasts.

Dubbed as µancient country, modern nation¶, the areas comprising

Pakistan have been home to one of the four oldest human
civilizations of the Indus Valley

It is the 6th most populous country of the world

Pakistan at a Glance
Population: 140.5 M*

Urban Population: 44 M*
Rural Population: 96.5 M*

*Source - PAS Research by Aftab Associates

Pakistan at a Glance
Population over the years





2

8


2

95 9 972 98 998 2
Pakistan at a Glance
Population Growth rate: . % per annum
Population density: 17 persons per square kilometer
Age composition: <15 yrs: 41%
Literacy: 47.1
Earning Members 1.7 million
(All Pakistan)
Pakistan at a Glance
Average household size:6.7 Persons
Rural 6.55 Persons
Urban 6.79 Persons
Estimated Number of Households
All Pakistan 19.01 Million
Rural 13.45 Million
Urban 6. 5 Million
1 + 5 Million
Males 3 Million
Females Million
Pakistan at a Glance
Average City wise Population
Karachi 10 M
Lahore 5.47 M
Islamabad 0.57 M
Rawalpindi 1.5 M
Pakistan at a Glance
Social Class Classification
The socio-economic class of Urban Pakistan has been divided into in
to 7 classes;

SEC Proportion in Urban Pakistan (%)

A1 .
A 3.
B 10.0
C 1 .5
D 1.6
E1 19.4
E 3.9
Pakistan at a Glance
Urban Sind appears to be relatively more well-off province in comparison to the other
three.

A greater percentage of the households in medium to small towns belong to the

lower socio-economic status

Amongst the metros Karachi /Islamabad / Lahore appears to be housing a greater

percentage of upper socio-economic status households
Pakistan at a Glance
The variable which decides the SEC classification are;

‡ Occupation of the Chief earner

‡ Education of the Chief earner

These two variables best explain and predict the consumption, income and durable
ownership of any household
Pakistan at a Glance
A1 Class

Most educated and affluent group in urban Pakistan

Chief earner in this class are professionals, businessmen and technocrats. The class is
the heaviest consumer of packaged goods and media

Greater per capita income and smaller average household size in comparison to the
lower SECs.

Average monthly stated income ranges from Rs.15000 ± Rs.150000.

Pakistan at a Glance
A Class
A majority of the chief earners are employed. Called the educated employed class of
urban Pakistan
Penetration of all entertainment and necessary durable is high. Bank account
ownership of the chief earners and housewives is relatively higher than what it is in
the lower SECs
Housewives in this class are reasonably well-educated and have fewer number of
children on an average as compared to the housewives of the lower strata
All types of Media consumption is high. Income range Rs. 1 ,000 - 100,000
Pakistan at a Glance
B Class

Is a class, which exhibits the characteristics of an upper-middle class. Majority of chief

earners have college education i.e Graduates who are businessmen and executives

Substantial penetration of durables is also high

On an average, there are two earning members in one household in each SEC
Tea at a Glance
Tea
Pakistan is a µtea¶ drinking nation
The total tea category counts to approximately 135,000 tons, that is
growing at a rate of 3% each year

Per capita (In-Home) consumption is approximately 1 Kg per

year
Tea at a Glance
Beverage Consumption
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Tea at a Glance
Tea Consumption According to Socio-Economic Classes


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Market Bifurcation
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Market Bifurcation
Details
Fine Leaf Leaf Mixture Fine Dust Dust Tea Bags
(Choora)
Pleasant Price Strength Very Strong Very Very Strong Convenience
Aroma
Color Aroma Color Bitter Taste Out-of-Home

Mildness Strength Economy Most

(not very because of low
Strong) price
Urban Semi- urban/ Ethnic Sindh Rural Sindh Rural & Urban
rural Coastal
Upper Class Middle/class middle &lower Upper Class
Class
Market Bifurcation
Brands
Fine Leaf Leaf Mixture Fine Dust Dust Tea Bags
(Choora)
Lipton Yellow Supreme JSL Mixture Tapal Mezban Red Rose Tapal Danedar
Label

Tapal Danedar A1 Karak Chap Tapal Family Lipton Pearl Lipton Yellow
Mixture Dust Label

JSL Danedar Safari PF1 A1 Kenya Isphahani

Mixture

Alpha
Market Bifurcation
Brands K K
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Trends Tracking
Life Style Food

Saving Oriented Italian

Passive Japanese
Mediterranean

National Agenda Colors

Elections White
Pastels
Trends Tracking
Music Media

Ethno Mix Cable

Internet

Enterprise Solo Performers

Telecommunication Jawad Ahmed

IT Abrar-ul-Haq
Trends Tracking
Self Discovery Player

Spirituality Shoaib Akhter

Ronaldo
Religion

Beverage Sport

Tea Cricket
Coffee
Soccer
Trends Tracking
Channel Inspiration

Ary Digital Traditional

Ten Sports Grandeur

Advertising Fads

BTL Roman Urdu

Hi-Tea
Trends Tracking
Women Men

Extrovert Introvert
Ambitious Ambitious
On the Go

Societal Pulse Education

West Ward Specialization

Neo Urban
Trends Tracking
Personality Past Time

Pervez Musharraf Bowling

Gym

Hotels / Clubs Habits

Carlton Socializing
Arabian Sea Country Club
Golf Club
Advertising Crux
Brands Brand Idea Execution RTB Benefits

LYL Moments in Life Slice of Life Symbol of Quality Distinct Aroma

Music Celebrity endorsement Fresh looking end cup

BB Supreme Family Bonding Slice of Life Family situations BBS being the Color & Great Tasting Cup of
critical link Tea
House of BB
A1 Moral Strength Slice of Life Name A1 Karak A1 reinforces the courage &
From the house of Brooke Bond confidence
Best value for money,
Pearl Dust Married Couple intimacy & Slice of Life From the house of Lipton Strong Tasting End Cup
romance Pearl symbol of Purity & closeness

Tapal Danedar Freedom of Life Slice of Life From the House of Tapal Aroma, Color

Tapal Family Mixture Romance Slice of Life From the House of Tapal Refreshment and Color
RESEARCH
Trinity of Truth
‡ Quantitative Research
‡ Taste Sampling
‡ Advertising Acceptance (Brand Ambassador Acceptance)
RESEARCH
Trinity of Truth
Quantitative Research
Research
Syndicated Research conducted by Contact Plus

Objective:
Monitor the tea drinking habits of consumers
Sample Size:
Survey conducted of 100 urban individual households
Demographics:
Include size, composition of household, monthly income
and education
Research

Income Bracket: 0,000 & Above

Age: 9 ± 50 yrs
Avg. Family Size:4

Housewives, Heads of the family, Educated and Informed

Research
Almost all respondents agreed that µTea¶ was widely consumed by them

Majority (approx 75%) of the consumers took tea as a relaxant which

helped them in fatigue and tiredness followed by head ache relief

Consumers strongly believed to have no substitute for tea (approx 60%)

at all, however if any substitutes available it was Qawah and Coffee
Research
However, there remains a large market for Loose Tea (50%), which was perceived
to be a more Stronger tea in taste with economical pricing

The decision making for Tea was mostly done by the female of the family, however
the male was equally involved in the decision (50:50)

Retail Stores were the most popular point of purchase for tea branded and
µKiryana¶ stores for unbranded, which was followed by General Stores and Super
markets
(In In terms of % they constitute 70% POP for branded tea and 43% for loose tea)
Research

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The two most often used pack sizes almost 60% were 100gm and 00gm. However
for outdoors and offices Tea Bags was mostly preferred in the elite class

The Upper class was also a wide consumer of flavored and Iced tea
Kenya Tea was perceived to be the best available tea followed by Bangladesh and
Sri Lanka
Research
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In terms of advertising Electronic, Outdoor and Print take the lion¶s share,
that was followed by POS
Research
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Research

Taste Sampling
Top Line Learning
Sample size ± 30

Twice a Day Tea Drinkers

Very particular about tea they used
Research

Taste Sampling - Brands Tested

Lipton Yellow Label (Pack / Tea Bag)

Tapal Danedar (Pack / Tea Bag)
Dilmah (Tea Bag)
5 4 3 1

Excellent V.Good Good Fair Poor

Research

Taste Sampling ± functional Attributes

Taste
Aroma
Color
Quality of the Pack / Tea Bag
Research

Taste Sampling ± functional Attributes

Taste ± Has different Connotations,

Respondents gave these attributes to define Taste;
Bitter / Strong / Mild
Aroma
How the tea smelled while preparing
Research

Taste Sampling ± functional Attributes

Color
How quick the tea got infused in water to give its color. Dark
brown was a stronger tea while a light brown was mild and was not
taken as a good tea

Quality of the Pack / Tea Bag

The material Used, Label and the Pack of the brand
Research

Lipton Yellow Label

Taste - .5
Aroma -
FAIR
Color - 1
Quality of Tea Bag -
TOTAL - .5
Research

Tapal Danedar

Taste - 4
Aroma - .5 Good
Color - 3
Quality of Tea Bag - 3
TOTAL - 1 .5
Research

Dilmah

Taste - 3
Aroma - 3.5 V.Good
Color - 4.5
Quality of Tea Bag - 3.5
TOTAL - 14.5
Research
Advertising Acceptance (Brand Ambassador Acceptance)
Sample Size 50

Will the µBrand Ambassador¶ be accepted in out launch campaign?

Is it feasible to use our Brand Ambassador in the campaign?
Research
Advertising Acceptance (Brand Ambassador Acceptance)
Will the µBrand Ambassador¶ be accepted in out launch campaign?
9 % agreed that MJF will be accepted as the Brand Ambassador endorsement in
the launch campaign
The target audience that we are communicating are consumers who are very
specific in choosing a particular Tea brand. They truly understand the importance of
taste and are ready for change
Research
Advertising Acceptance (Brand Ambassador Acceptance)
Is it feasible to use our Brand Ambassador in the campaign?

It is feasible to use the brand ambassador in the campaign as he will then

be marked as the Connoisseur Choice for DILMAH. A fresh change direct
from the horse¶s mouth
Advertising will give a very personalized touch
Brand
Existing Business Marketing Mix
Brand - Dilmah

Price - Approx. Rs. 165

Packaging - 400 gms & 00 gms Premium Ceylon Leaf Tea

Distribution - Urban Cities - A / B+ Class stores

Promotion - Print, Outdoor, Below the line, Events, PR

Competition - Heritage & Fragata, Lipton Yellow Label, Tapal

SWOT

Strengths
100% Pure Ceylon Tea
Strong Brand Heritage
Imported Brand
Premium Quality (Two Leaves & a Bud)
ISO 900 & HAACCP Certified
SWOT

Weaknesses
Low Awareness
High Price
SWOT

Opportunities
Ever-growing Tea Market
No other Ceylon Tea in the market
Market Penetration
Brand Acceptance
SWOT

Threats
Unstable Economic Scenario
Cloudy Political Conditions
Niche Market (In terms of revenue generation)
Target Audience

Male / Female (Upper & Middle Upper)

Non users
Brand Switchers
Brand Laggers
Clubs / Hotels / Airlines / Consulates
Catering / Food Service
Target Audience
Demographics:
Upper & Upper Middle income groups
A Class - Image Building efforts
5 yrs & Above
Socio-psychographics:
Seekers of Quality and Style
Status Oriented / Adventurous

Geographic:
Nationwide (Primary Cities ±Khi/Lhr/Isb)
Profile of our Target Audience
Males
Age of the Primary audience: 30 yrs & Above
Category: Professionals / Executive Class
Type: Decision makers
Primary Usage: Morning / Day / Evening Tea
Usage Rate: Very High
Preferred Attribute: Taste / Quality / Style
Past Times: Cocooning / Hi Tea / T-Viewing / Parties
Social Habits: Out going / Adventurous / Status Oriented
Social Classification: Urban (Upper & Upper Middle)
Profile of our Target Audience
Females
Age of the Primary Audience: 5 yrs & Above
Category: Housewives / Working Females
Type: Influencers / Decision makers
Primary Usage: Morning & Evening Tea
Usage Rate: High
Preferred Attribute: Taste / Quality / Style
Past Times: Cocooning / Hi Tea / T-Viewing / Parties
Social Habits: Out going / Fashionable / Status Oriented
Social Classification: Urban (Upper & Upper Middle)
USP & UPP

Unique Selling Proposition (Share of Mind)

100% Pure Ceylon Tea

Traditional Method of Tea growing

Unique Product Perception (Share Of Heart)

Quality
Heritage
Brand Positioning

   

 


  


  
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Brand Snap Shot

Objective

To launch Dilmah in the Pakistani Market

To make Dilmah the market leader in the Premium Tea Category

To build brand image, develop immediate shelf-off take and strong brand loyalty
with the brand
Brand Snap Shot

Strategy
A two phase communication plan to be implemented so as to make
Dilmah Tea the µMega¶ brand in the premium tea category segment that
has immediate shelf off-take and a consistent brand image using the
Fire ball Strategy (Induce trial and Generate response)
Recommendation

Tactics

1st Phase
LAUNCH & ESTABLISH THE BRAND

Maximize Visibility with the help of a well planned media campaign, below the line
activities and inducing trial
Recommendation

Tactics

nd Phase
BRAND BUILDING EFFORTS
Focused advertising with market penetration and promotions
Recommendation

Tactics
1st Phase

LAUNCH & ESTABLISH THE BRAND

Recommendation

Tactics
1st Phase

LAUNCH & ESTABLISH THE BRAND

VEHICLES TO BE USED
PRINT
ELECTRONIC
BTL
PUBLIC RELATIONS
Recommendation
Tactics
PRINT
Newspapers
Full Page Launch Ads in DAWN / The News
Follow up Half Pgs & Qtr Pgs Ads
A Launch Supplement in DAWN/The News featuring
Articles & Write Up about the Dilmah Story and its
Heritage plus a special message from the Brand Ambassador.
The supplement will also contain a Trial Tea Bag
Recommendation
Tactics

PRINT
Magazines
Specific Targeted Monthlies / Weeklies / Quarterlies will be chosen for
the Launch and Post Launch

Flip Top Magazine Ads with a Free Sample will be

attached for inducing Trial
Recommendation
Tactics

ELECTRONIC
Television
45 Secs brand based µTea We See¶ establishing the brand,
image and heritage keeping in view the core essence
Radio
Early Morning Drive Time Shows
5 sec Radio Spots for an early morning breakfast Tea

Interactive (Web)
Direct Mail Shots / Banners on most hits websites
Recommendation

Tactics

OUTDOOR
Hoardings
Mega Sites at Strategic Locations so as to build image and maximize
visibility of the brand

Shop Signages to be placed at all our targeted stores

Recommendation

Tactics

PUBLIC RELATIONS
To make use of the (Associate, Converge, Diverge) formula through synergized use of:

Commissioned Journalism
Advertorials/ Press releases
Interview Plugs
Recommendation
Tactics

BELOW THE LINE ACTIVITIES

RETAIL ENVIRONMENT ý%  %(
In Shop Displays creating a whole retail environment for Dilmah
Dispenser ± Tea Tester Booths to be placed at selected stores
POS Materials
Dilmah Tags on Hotel Occupancy Doorknobs
Tent cards
 Recommendation

Tactics

BELOW THE LINE ACTIVITIES

DILMAH TEA TENTS

Dilmah branded µTea Tents¶ will be placed in Clubs and
Consulates for inducing trials and maximizing visibility.
These tents will also be placed at Stadium for the Mini World Cup and
the Morocco series
Recommendation
Tactics

BELOW THE LINE ACTIVITIES

DILMAH CONNOISSEUR PACK
Special Dilmah Trial packs will be mailed through a
targeted list of members collected from a database from clubs and hotels.
The pack will contain samples of regular and flavored tea.
This pack will also be kept at our retail dispenser booths
Giveaways will include Tea coasters / Spoon / Cup
 Recommendation

Tactics

BELOW THE LINE ACTIVITIES

DILMAH TEA LAUNCH
A thematic Tea Event will be prepared for the launch of Dilmah where
selected guests will be invited along with the Press. The theme will be
µRendezvous with Dilmah¶ where the ambience will feature Teas of Ceylon.
Special invitation cards will be designed for the event
Recommendation

Tactics

BELOW THE LINE ACTIVITIES

DILMAH HI-TEA
Exclusively branded Dilmah Hi Tea at Clubs, Hotels so as Hi Tea
becomes synonymous to Dilmah
Recommendation

Tactics
ND Phase

BRAND BUILDING EFFORTS

Recommendation

Tactics
ND Phase

BRAND BUILDING EFFORTS

VEHICLES TO BE USED
PRINT
ELECTRONIC
BTL
Recommendation

Tactics

PRINT
Newspapers
DAWN / The News - Qtr Pgs follow up Ads
Magazines
Monthlies / Weeklies / Quarterlies / Inflight magazines /
Newsletters for brand building efforts
Recommendation

Tactics
ELECTRONIC
Television
0 Secs brand based TVCs ( take dilmah chai time on indus plus)
Radio
15 sec Radio Spots for an early morning breakfast Tea & Evening
Tea
Web
Banners on most hits websites
Recommendation

Tactics

BELOW THE LINE ACTIVITIES

DILMAH TEA FESTIVAL

Dilmah Tea Festival at a selected club where total hype will be
generated. Dilmah¶s product range and education of Dilmah¶s tea
drinking method will be exhibited along with Tea tasting and other
related activities.
It will sure be an unforgettable experience.
Recommendation
Tactics

BELOW THE LINE ACTIVITIES

DILMAH TEA SHOP

An exclusive Dilmah Tea Shop for those who prefer the finer things in
life. This concept shop will revolve around the DILMAH
EXPERIENCE targeted to make Tea drinking an experience designed in way
where you can relax, enjoy music, books, movies an be on your
own. A special section will be dedicated to the various DILMAH
brand range and another section for executive giveaways
Recommendation

Tactics

BELOW THE LINE ACTIVITIES

DILMAH TEA TROLLEY

Exclusively Branded Tea Trolleys for Dilmah with branded
crockery, specially made to serve in Business Meetings, Hotel Suites, Clubs and
Hi Tea
 Advertising Phases

PERIOD / YEAR  MONTHS 9 MONTHS

Beginning of a Fresh Experience

PLATFORM
SPEND RS. 15 M RS. 0 M
CREATIVE BOLD & FOCUSSED VIBRANT

PLAN TAKEOFF PLAN PULSING PLAN

Advertising Plan

PHASE 1 PHASE

WINTER (SEASON)

CRICKET

LAUNCH BRAND BUILDING

TAKE OFF PLAN PULSING PLAN

Media Habits & Climate
Media Habits & Climate
Print (Newspapers)
51% of urban population read newspapers

37% of them are regular readers

Daily Readers
Male 65%
Female 35%
Media Habits & Climate
Print (Periodicals)

0% of urban population read newspapers

Male 40%
Female 60%
Overall 0%
Media Habits & Climate
Television
Out of a total 6 million urban households 75% have own TV set

60% of urban households receive TV signals through regular

antennas, while % access channels through their own/shared
satellite dish.
PTV 61%
PTV-World 40%
Satellite channels 0%
Media Habits & Climate
Viewer-ship (Time slot wise)
Prime Time 000- 100 High
Early Prime Time 1 30-1930 Average
Late Prime Time 130-1300 Average
Media Habits & Climate
CCTV
It operates in Karachi / Lahore/ Islamabad

Around 15 TV sets of 7´ are placed in each Airport

Total domestic flights per week are 9

An average of 1million passenger flow is estimated on monthly

basis
Media Habits & Climate
Radio
0% of the Population have a radio set
Frequent Listeners in urban areas
Males 35%
Female 65%
FM-100 is mostly listened between 0 00-1300Hrs & 1 00- 000
Music is primarily liked by listeners
Highest Listenership in Karachi
Media Objective
To create awareness for Dilmah and establish its image
To develop credibility among the customers
To attain higher recall by achieving strong creative impact
To maximize visibility by selecting strategic media choices
Media Strategy
Strategic choice of media in such way that each medium should attract our
target audience

Strengthen belief of the audience by time, target, and frequency

Maximize mileage through the media mix selection

Media Vehicles
Electronic: Television / Radio
Print: Newspapers, Magazines
Out door: Hoardings / Signage
POS: Banners / Direct Mail / Tent Cards / Door Knob
Giveaways: Spoons / Connoisseur Pack/ Executive Giveaways /
Tea Coaster
BTL: Set of related Activities
Interactive Media: Web
Media SOV
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Media Split
LAUNCH PHASE 1
months - 40% of the Total Spend
POST LAUNCH PHASE
10 months - 60% of the Total Spend
Media Weightage
Electronic : 40%
Print : 40%
Out door : 0%
Media Weightage
Electronic : 40%
TV 90%
Radio 10%
Print : 40%
Newspapers 0%
Magazines 0%

Out door : 0%
BTL 15%
POS / Outdoor 5%
 Selected print media for Dilmah
Discounts/Value of reach
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Media Rationale
Television
National Network
Maximum exposure during prime time

Radio
Potential for powerful imagery
Audience selectivity
Cost efficiency
ð

Interactive
Emerging Media
Direct contact with the prospect
Maximum Reach

Newspapers
Creative flexibility
Geographic selectivity
Easy market penetration
Audience interest to read
Language flexibility
Media Rationale
Magazines
Creative flexibility
Long life span
Audience interest

POS
Communicates directly to the target market
Aims to build credibility
Media Rationale
Outdoor
4 Hrs. display
High frequency
Creative flexibility
Captures geographic segment
Media Rationale
Events
Opportunity to meet people
Opportunity to display product/service
Opportunity to brief the public about product / services

Giveaways
To strengthen business relationship
Create customer loyalty
Feel proud to associate with
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Budget
Launch 14. M
Post launch 0.6 M

Total Budget 35.4 M