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marketing plan hair oil. DABUR AMLA OIL KARISHMA KAPOOR ADVERTISING CAMPAIGN
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Submitted by atli21984 on March 3, 2007
Category: Business
Words: 1564 | Pages: 7
Views: 229
Popularity Rank: 33,001
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DABUR AMLA OIL
KARISHMA KAPOOR ADVERTISING CAMPAIGN
HANDLED BY OGILVY AND MATHER (O & M)
A) OVERALL
1) How did the agency get the account?
„« Ogilvy and Mather (O & M) have been handling the Dabur account for the past many years and for various Dabur products. Thus, they got the account for this ad campaign as a matter of practice. Also, the clients were more than satisfied with O& M¡¦s reputation and their work standards.
2) How long has been the relationship with the client?
„« The relationship with Dabur has been for the past 5 years.
3) How long will this campaign last / did last?
„« The Karishma Kapoor Dabur Amla campaign started in June 2001 and ended in March 2003.
4) Agency (personnel) level at which the campaign was handled?
„« All the levels were equally involved in the campaign. The creative department, media department, production department, client-servicing department - all worked in co-ordination with each other.
5) Is the agency responsible for activities in addition to advertising?
„« In addition to advertising, the agency also does various other activities like production, media planning, updating the client with latest information on changing trends; all of which are essential for advertising.
6) Did you get a written / oral brief?
„« An oral brief was given but generally, everything was discussed and decided in co- ordination with the agency members. No written brief was given.
B) FACTS ABOUT THE PRODUCT
1) Does the customer consider it high / low involvement?
„« For heavy users, for women, especially those who are concerned about the health and beauty of their hair (as most women are) ¡V it is a high involvement...
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