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BBA (HONS) Session 2016-20 USMAN ALI
BBHM-F16-133
MUHAMMAD AHMAD
BBHM-F16-132
REHAN SAEED
BBHM-F16-118
MALIK ISHFAQ
BBHM-F16-093
MUHAMMAD FARAZ ASGHAR BBHM-F16-073
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Kenwood – Khush Khush Raho Brand name
Kenwood
Campaign Title
Khush Raho
Product / Service Type
AC, Refrigerator, Washing Machine, Kitchen, Appliances
Category for this Entry
Telecommunication Hardware and Consumer Electronic
Website
www.kenwood.com
Introduction Kenwood Corporation is a Japanese company that designs, develops and markets a range of car audio, Hi-Fi home and personal audio, professional two-way radio communications equipment and amateur radio ("ham") equipment. The British kitchen appliance manufacturer Kenwood manufacturer Kenwood Ltd is unrelated to the Kenwood Corporation. Kenwood Corporation operates in technology sector.
Kenwood business Kenwood has a respectable place in the market as it is one of the market leaders in the industry of appliances operating globally. It’s been 13 years when Kenwood
stepped into Pakistan market with the coalition of RNI electrical Appliances Pvt. Limited. Kenwood Provided Innovative solutions to consumers across the country in both Home and Kitchen Appliances having a state of art assembling facility in Karachi back in 2004. Kenwood Pakistan, since its inception, has focused on
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delivering high quality products followed with our innovative designs and our stand out engineering and technology aspects which has made all our products i.e. A.C, washing machine, refrigerators, freezers and kitchen appliances unique from other brands available in market. Kenwood Pakistan was initially started with a company vision and till now we are having more than 500 employees and having 13 plus branches all around the country including our head office which is located in Karachi and our products can easily be found in almost every urban and majority of the rural areas of Pakistan.
Today, we are expanding in terms of innovations and technology as our ultimate objective is to give our consumers a healthy living with environmental friendly appliances.
All Products We are offering a vast range of home and kitchen appliances, currently there are 50 plus Kenwood products available in the market nationwide which are design and engineered according to your needs. Our objective is to bring an ease in your life and provide a healthier environment.
Kitchen Appliances Hand Mixer Slice Toaster Sandwich Maker Juicer Kettle
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Food Processor Kitchen Machine Chopper Blender Vacuum Cleaner Dry Iron Coffee Maker Meat Grinders Smoothie Steam Iron Hand Blender
Air Conditioners Floor Standing Air Conditioners Split Air Conditioners Washing Machines Semi Automatic / Washer Fully Automatic
Refrigerators Chest Freezer Upright Freezer
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Side by Side Classic Series Persona Glass Door Series Titanium SS Series Four Door Refrigerator Series
Channel for connecting potential clients Kenwood is different techniques for connecting potential clients. Kenwood advertisement is one of the best advertisements in Pakistan and UAE also.
For example Kenwood is very strong ad campaign on TV and also on YouTube. Kenwood is organizing events, using mobile marketing, social media etc.
Who are we talking to? We are talking to deputy brand manager of Kenwood Company. Her name is Tanzila mohsin. Her email id is
[email protected]
Logo color Kenwood logo color is black and red
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References and inspiration Be Inspired
With the confidence to prepare great food for all occasions, you will find the versatility of our products really help you to create more. You will quickly discover new ideas, new dishes and new recipes to make every meal special.
Thanks to its timeless design, your Kenwood product will continue to grace your kitchen over generations. Our appliances’ looks are as dura ble as their quality
build, guaranteeing an astute investment that will continue to delight years after years.
www.kenwoodpakistan.com/
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Kenwood – Khush Raho Brand brief Material needed in branding system
1. Office supplies Kenwood is branding there company by using these supplies
Business cards
Document folders
Letterhead
Envelopes
Notebooks
Documents templates
Forms
2. Promotional materials Kenwood is using these materials for promotions. SUPERIOR UNIVERSITY
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Catalog
Billboard
Brochure
Leaflet/flyer
Kenwood using cups, t-shirts, and bags only for special events.
3. Brand experiences Kenwood is using these campaigns for experience there brand and advertising there brand
Advertising campaign
Events
Product launches
Web/interactive
Packaging
Social media
Videos
Kenwood using mobile marketing only for events
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Kenwood – Khush Raho Media brief Project range We are going to rebranding the brand
Company or product name Company name is Kenwood. There product names is not a part of company logo because Kenwood offers
Kitchen Appliances Refrigerators Air Conditioners
Slogan Kenwood slogan is
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(Kenwood – Khush Raho)
Style of logo Kenwood logo is word mark
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Kenwood – Khush Raho
Existing communication methods Advertising Kenwood Pakistan was announced the winner of ‘Best in TV’ at PAS
Awards 2018 held at Expo Center Karachi. Karachi – April 14, 2018 : Kenwood Pakistan was announced the winner of ‘B est in TV’ at PAS Awards 2018 held at Expo Center Karachi. The award is testimony to Kenwood’s cutting edge creative advertising comm unication which is engaging
and relatable to consumers of Pakistan. The achievement also endorses that Kenwood is focused on adding value to lives of customers while communicating the right consumer benefits to the right audience at the right time Kenwood has used a wide range of media over the years including television, cinema, and press as well as sports sponsorship programmers. Currently, the brand is using a more focused approach and is mainly using press advertising in the few specialist magazines that exist as well as the more mainstream motoring press
Kenwood advertising is one of the best advertising in Pakistan and UAE. Kenwood uses different materials for advertisement like
Catalog
Billboard
Brochure
Leaflet/flyer
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Kenwood using cups, t-shirts, and bags only for special events
Public relations Kenwood has a respectable place in the market as it is one of the market leaders in the industry of appliances operating globally. It’s been 13 years when Kenwood
stepped into Pakistan market with the coalition of RNI electrical Appliances Pvt. Limited. Kenwood Provided Innovative solutions to consumers across the country in both Home and Kitchen Appliances having a state of art assembling facility in Karachi back in 2004.
Sponsorships Kenwood has used a wide range of media over the years including television, cinema, and press as well as sports sponsorship programmers
Sales promotions Kenwood has used a wide range of media over the years including television, cinema, and press as well as sports sponsorship programmers. Currently, the brand is using a more focused approach and is mainly using press advertising in the few specialist magazines that exist as well as the more mainstream motoring press.
In addition a new and more proactive website was launched in 2003 which now supplies consumers with more detailed product information, dealer information and Kenwood news and reviews. It also offers the opportunity to download images and screensavers and to find answers to many frequently asked questions.
Guerrilla marketing SUPERIOR UNIVERSITY
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Kenwood as a brand has grown substantially over the years in Pakistan and has set a benchmark in the advertising industry of Pakistan by receiving multiple PAS awards over the years. This award was the 5th PAS Award for the brand, continuing its legacy of bringing cutting edge advertising to the world of marketing. Kenwood looks forward to serving its customers with quality products, service and creative advertisements based on brand’s #KhushRaho ideology which was initiated back in 2014. The brand has already launched its new Refrigerator and Air Conditioner campaign in the past week. , Aray wah, ID creations and Group M for successful execution of the creative concept. Last but not the least, thanks to Ayesha Khan and Nawaz Uddin
Siddique for adding life to this concept with their acting skills”
Distribution Network Kenwood Electrical Appliances has 10 branches and 1 Head Office in Karachi, with around 1000 Dealers all over Pakistan dealing in our Home, Kitchen and Power Appliances. This is not only to enhance the market share but also for our Customers to easily access our products. This huge network is the trademark of our success and demand of our brands.
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New / our communication techniques Category Background In Home Appliances Category, the scenario at/before the time of the launch of Kenwood Communication was very clichéd and run of the mill; it was a very mechanical kind of communication with no emotions attached. Feature based advertising was what everyone followed. Since, technically and mechanically there is not much difference between the products
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themselves, therefore communication of all brands was the same; with a storyline revolving around a family and the same product features in the product window with voice over and price. Historically the multinational brands also used their global campaigns made for different markets for the local consumers in Pakistan. This naturally had very little impact on the consumer with no connect at all.
Strategic/Communication Challenges The main challenge we faced during the planning phase of this campaign was to adopt a style of communication that is not the “clichéd different” but which is “actually different”. Since this was the first time that Kenwood
was to advertise in the mass media, therefore we had to be very effective and very to-the-point at the same time while remaining in the given budgets. We had no piles of money to spend for this campaign so we had to be spot on; hitting right at the sweet spot. We had to create vibes not in terms of a good TV commercial but a fresh and simple idea for a brand that had to take a start. We had to create brand awareness, a bond of the brand with the consumer and an advertising that actually helps the brand loved by the target audience.
Target Audience The target Audience for this Campaign was young couples from SEC A, B+ and B between age bracket of 25 to 35 with a bull’s eye of 30.
Insight that led to the big idea In this fast paced age, we as human beings always seek perfection and in this quest, we start expecting perfection of machines from humans. Since we are not machines, therefore as always the great expectations when give hard times, the Happiness fizzles out from our lives. T his was the basic insight that we took for this campaign.
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Big Idea of the Campaign ”We will give
you the perfection of Machines, you just take care of this
beautiful life and stay happy”
Campaign Results: We are expecting 35% increase in Sales and some overwhelming reviews by different advertising forums. Campaign also got viral on the social media
Bringing the big idea to life: We needed a concept to translate this big idea which is very relatable and simple with nothing made-up in it. We wanted this concept to emotionally connect with the target audience with a ‘feel good’ mood attached to it. Therefore, we came
up with a series of Ads with different Ads for different products without any unnecessary focus on product shots and features. All 4 concepts were different stories yet were branched from the same idea. In the end we gave it an umbrella for the corporate TVC based on a jingle and the same characters. It was challenging because the execution was neither glamorous nor lavish. We needed a rich execution in terms of music, mood, lights, dialogues and expressions. We had to show the real time situations of real time people to make it real. We needed a real production design with focus on acting and expressions. Proper rehearsals were done just like a theater play. Since we were not adding any “Shashkas” in the execution, therefore the execution part of this campaign was
very critical and a very detailed work to the minutest level was required, to avoid any surprises.
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Bringing idea to life (Communication touch points): TV, Outdoor, Print, Retail (Point of Sale), Digital and Expansion in distribution.
Factors in the market place that helped derive the results. The appliances market is mainly dealer driven but the Kenwood Campaign managed to create a strong consumer pull which resulted in success in terms of increased sales and strong brand recall
Comparison of old and new communication processes Old communication process
New communication process
One of the best communication processes in Pakistan. As received award
Old communication process is best because these TV ads was operating and generate in India. Concepts of ads and lyrics also from India because of Indian industries in TV ads and movies etc is best
Kenwood Pakistan was announced the winner of ‘Best in
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Nawaz Uddin Siddique is the key roll for achievement of award
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TV’ at PAS Awards 2018 held at Expo Center Karachi.
guerrilla marketing Guerrilla marketing One of the best guerrilla marketing because of nawaz uddin saddique and Ayesha khan Kenwood consist of many ads in which Ayesha khan and nawaz uddin saddique was not present but these cannot get much preference that nawaz uddin saddique and Ayesha khan get That’s why nawaz uddin saddiques and Ayesha khan is guerrilla marketing for the Kenwood in Pakistan
We are going to change the existing ads actors and ads agencies of Kenwood because of racism. We are Pakistan and Pakistani actors either than Indian.
Comparison Old
Comparison New
In Home Appliances Category, the scenario at/before the time of the launch of Kenwood Communication was very clichéd and run of the mill; it was a very mechanical kind of communication with no emotions attached. Feature based advertising was what everyone followed. Since, technically and mechanically there is not much difference between the products themselves, therefore communication of all brands was the same; with a storyline revolving around a family and the same product features in the product window with voice over and price. Historically the multinational
The main challenge we faced during the planning phase of this campaign was to adopt a style of communication that is not the “clichéd different” but which is “actually different”. Since this was the first time that Kenwood was to advertise in the mass media, therefore we had to be very effective and very tothe-point at the same time while remaining in the given budgets. We had no piles of money to spend for this campaign so we had to be spot on; hitting right at the sweet spot. We had to create vibes not in terms of a good TV commercial but a fresh and simple idea for a brand that had to take a start.
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brands also used their global campaigns made for different markets for the local consumers in Pakistan. This naturally had very little impact on the consumer with no connect at al
We had to create brand awareness, a bond of the brand with the consumer and an advertising that actually helps the brand loved by the target audience.
Conclusion
Kenwood – Khush Raho Brand name
Kenwood
Campaign Title
Khush Raho
Product / Service Type
AC, Refrigerator, Washing Machine,
Category for this Entry
Telecommunication Hardware and Consumer Electronic
Website
www.kenwood.com
Kitchen, Appliances
Category Background In Home Appliances Category, the scenario at/before the time of the launch of Kenwood Communication was very clichéd and run of the mill; it was a very mechanical kind of communication with no emotions attached. Feature based advertising was what everyone followed. Since, technically
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and mechanically there is not much difference between the products themselves, therefore communication of all brands was the same; with a storyline revolving around a family and the same product features in the product window with voice over and price. Historically the multinational brands also used their global campaigns made for different markets for the local consumers in Pakistan. This naturally had very little impact on the consumer with no connect at all.
Strategic/Communication Challenges The main challenge we faced during the planning phase of this campaign was to adopt a style of communication that is not the “clichéd different” but which is “actually different”. Since this was the first time that Kenwood
was to advertise in the mass media, therefore we had to be very effective and very to-the-point at the same time while remaining in the given budgets. We had no piles of money to spend for this campaign so we had to be spot on; hitting right at the sweet spot. We had to create vibes not in terms of a good TV commercial but a fresh and simple idea for a brand that had to take a start. We had to create brand awareness, a bond of the brand with the consumer and an advertising that actually helps the brand loved by the target audience.
New Strategy When we see the advertisements of Kenwood we see the Indian actor nawaz uddin sadiquie in their ads. Nawaz uddin saddiquie is famous Indian actor. Kenwood ads are manufactured in India by id creation ad agency. Some of the Pakistani people and Indian creating a racism in their ads . People do n’t like to see Indian and Pakistani people together. Many people like Kenwood ads because only of funny ads. Many people don’t know that a really Kenwood because it is
funny. We are going to change funny in emotional and we are also changing nawaz uddin saddiquie for Pakistani people.
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