CONSUMER BEHAVIUOR

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

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

Kenwood – 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 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

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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 tanzila.mohsin@rni.com.pk

Logo color
Kenwood logo color is black and red

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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 durable as their quality
build, guaranteeing an astute investment that will continue to delight years after
years.

www.kenwoodpakistan.com/

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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
CONSUMER BEHAVIUOR

 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

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

(Kenwood – Khush Raho)

Style of logo
Kenwood logo is word mark

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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 ‘Best in
TV’ at PAS Awards 2018held at Expo Center Karachi. The award is testimony to
Kenwood’s cutting edge creative advertising communication 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

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

 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
CONSUMER BEHAVIUOR

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.

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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. This was the basic
insight that we took for this campaign.

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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.

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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 New
communication communication
process process
One of the best communication Old communication process is best
processes in Pakistan. As received because these TV ads was operating
award 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 Nawaz Uddin Siddique is the key roll for
achievement of award

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR
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
Comparison
Old
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
SUPERIOR UNIVERSITY
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
New
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.
CONSUMER BEHAVIUOR

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, Kitchen, Appliances
Category for this Entry Telecommunication Hardware and Consumer Electronic
Website www.kenwood.com

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

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

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 don’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.

SUPERIOR UNIVERSITY
CONSUMER BEHAVIUOR

SUPERIOR UNIVERSITY