2/27/2012

ANHAAR

ASSIGNMENT # 1
BRAND MANAGEMENT | Mehreen Ahmed MBA 2K10 A

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Table of Contents
Anhaar Milk ................................................................................................................................................... 3 Brand Elements ............................................................................................................................................. 3 Colors ........................................................................................................................................................ 3 Name ......................................................................................................................................................... 3 Simple and easy to pronounce or spell ................................................................................................. 4 Fictitious ................................................................................................................................................ 4 Different, distinctive name ................................................................................................................... 4 Logo ........................................................................................................................................................... 4 Slogan ........................................................................................................................................................ 4 Character................................................................................................................................................... 5 Brand Personality .................................................................................................................................. 5 Packaging .................................................................................................................................................. 5 Jingle ......................................................................................................................................................... 5 Brand Positioning .......................................................................................................................................... 6 Brand Awareness .......................................................................................................................................... 6 Competitors .................................................................................................................................................. 7 Milkpak...................................................................................................................................................... 7 Olpers ........................................................................................................................................................ 7 Visual Identity of Anhaar ...................................................................... 9

Logotypes .................................................................................................................................................. 9 Symbols ..................................................................................................................................................... 9 Colors ...................................................................................................................................................... 10 Typefaces ......................................... 10

Verbal Identity of Anhaar............................................................................................................................ 10 The name ................................................................................................................................................ 10 Tone of voice principles .......................................................................................................................... 11 The use of Stories.................................................................................................................................... 11 Conclusion ................................................................................................................................................... 11 References .................................................................................................................................................. 12

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Anhaar Milk
Anhaar Milk is hygienic liquid milk which is pasteurized and homogenized milk. SD farms has kept in mind the consumers of Pakistani market and therefore they came up with such a bottlepacked milk which is pasteurized in the state of the art processing plants and even in their TVC they have shown that they produce anhaar at highest standards from cows that live in one of Pakistans most beautiful countryside.

Brand Elements
Brand elements are such devices which differentiate and identify a brand form its competitors. The main brand elements are colors, name, symbols, logo, characters, slogans, jingles and packaging.

Colors
The brand colors for anhaar are green and white and hence present a very pure and patriotic personality. As white color is associated with purity, health and wellness and as well as peace, the exact image that packaged milk brand would want to depict to it consumers and SD Farms has made sure that they portray this right image in the mind of the customer. In addition the green color being used by anhaar shows that the brand is a patriotic and purely Pakistani product so that the consumers can relate to it.

Name
SD farms have introduced new pasteurized cow milk and named it anhaar which is an Arabic word meaning the rivers. By using such a unique name the parent company is giving the image
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that milk anhaar is pure and clean as water of rivers. The selection of the brand name anhaar is very effective as it is unique and its Arabic word.
Simple and easy to pronounce or spell

The brand name anhaar is unique but simple and catchy. It is not difficult in pronunciation and spellings are easy and memorable as the logo is the brand name as well.
Fictitious The name is anhaar is not fictitious as it is real word which means river hence giving a message that the product is as pure and clean as water of river. Different, distinctive name

Anhaar is the name of pasteurized milk, although the name is simple, meaningful but it is different and distinctive than other milk brands available in market. Hence it increases the brand recognition and awareness which results in better brand equity.

Logo
The logo comprises of one color i.e white. Anhaar is written with white color. The font is bold and thus shows that anhaar is a strong and a forceful but pure brand. The logo is memorable and meaningful and clear and the logo is not difficult to recall as it is simple yet stylish.

Slogan
The tagline of anhaar is A taste of heaven. The tagline goes very well with the Pakistani market as they are Muslims and according to the religion doing good deeds in world will take us to heaven after this. So heaven is something they consider as pure and best thing they can imagine to have. Therefore the tagline of a product anhaar makes the consumer to buy and try the product just to taste it at least.

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Character
As discussed before the green and white colors of the brand indicate its purity and also that the brand has its roots in Pakistan and represents the colors of Pakistan. The brand shows a pure, honest and patriotic personality.
Brand Personality

The personality statement for anhaar would be: anhaar is a married female of about 30-35 years of age. She belongs to an upper middle class family which is highly respected in the society. She has a very impressive personality and is very outgoing and very much liked by the people. She is stylish and trendy yet close to her culture. Apart from her social life she is a loving and caring wife and mother. She is highly conscious about her own and her familys health and does all she can to take care of their health. She is really very close to her family but carries out all her motherly and social duties simultaneously without showing any negligence towards any of her duties. She is very much patriotic and likes to visit countryside of Pakistan

Packaging
Packaging of anhaar is unique and bottle like packaging with a handle and a cap, making it convenient to use and easily pourable. No scissor is required for opening the bottle as it is not tetra pak rather it is in bottle of 1litre which has a cap on the top for opening it.

Jingle
The jingle used in the ad of anhaar is a soft music that is mostly played in countryside of Pakistan. It shows that the brand is so much attached to the true culture of Pakistan and in the end of TVC the sound of river is heard hence showing that anhaar is river of milk.

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Brand Positioning
Anhaar has positioned itself as pasteurized and homogenized cow milk, which is produce in the state of the art processing plants and even in their TVC they have shown that they produce anhaar at highest standards from cows that live in one of Pakistans most beautiful countryside. It has positioned itself as brand which is strong, pure and healthy and has good quality and cares a lot about its customers and hence giving them a product which is produced by pure and clean plants. The product is positioned as a high quality, tasteful, healthy and reasonably priced product.

Brand Awareness
Anhaar has achieved good mindshare as it has used the right brand elements which helped the consumer in recalling and recognizing the brand. It is a new brand in the market but still now people know about this brand as it has been on air on television and as well as on radio during the times when the target audience watch and listen these mediums of communication. The brand has shown how the milk is processed and the brand elements are truly patriotic hence consumer do give attention to the ad and hence become aware of this new brand anhaar.

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Competitors
The competitors of anhaar are Milkpak, olpers ,goodmilk, prema. Goodmilk and prema will be direct competitors as they are cow packaged milk brands. But we cannot ignore Milkpak and Olpers because they have strong brand names and brand image in mind of Pakistani consumer.

Milkpak
Nestle Milkpak has the strongest position in the market as compared to other milk brands available in Pakistan. Milkpak has been able to position itself strongly in the market because of its parent company Nestle. Other than this the brand Milkapk has the first mover advantage in the packaged milk industry in Pakistan. The brand is consumer focused and gains competitive advantage through its efficient promotions, innovations and by reaching out to the target market with public relations activities. Milkpak is the market leader with the highest share of 42%, closely followed by Olpers for the second position. The brand has the first mover advantage as well as the brand has built a strong equity and a very good image in the minds of the consumers over the 27 years that it had been operating in Pakistan. Thus we can easily say that Milkpak is leading the packaged milk industry with the highest share and will continue to do so through its commitment to quality.

Olpers
Olpers is positioned as a premium brand. The product positioning is done through packaging of Olpers milk in red color which is different and distinctive from the typical green and white packing used by other competitors.

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Olpers is promoted with the viewpoint that the milk is meant for all purposes. This obviously shows the usage imagery of the brand. When it comes to the benefits that customers look for in milk are clean processed milk that is good for health and can be used for all purposes. Olpers provides its customers with functional and experiential benefits.

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Visual Identity of Anhaar

Visual identity is an important part of branding. It is the part that is being seen by the target audience hence it is important that the right elements should be highlighted as the visual parts are more likely to influence the perception about the brand in the minds of the target audience. Visual identity comprises the overall look of the brand, the components that join together to provide a system for identifying and representing the brand. The basic elements of visual identity of anhaar are being discussed below

Logotypes
The logo of anhaar is unique and memorable. It shows it is fresh and clear and pure. The brand anhaar consistently reproduces its name in its logotype, which helps the consumer in recalling the name and recognizing it.

Symbols
The logo of the brand is logotype i.e it uses its brand name as a logo but it has also used symbols as its visual identity such has the brand name anhaar means river hence throughout its TVC they have used milk as river of milk n it is flowing and it is pure and fresh. With milk they have made dove bird which is symbol of peace and in few print ads they have made flower, clouds as well showing it is pure, innocent, fresh and clear.
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Colors
The brand colors are green and white which are highlighting that the brand is Pakistani brand which is true to its roots and is patriotic and down to earth. The green and white colors are the most prominent components of the visual identities of anhaar.

Typefaces
The typefaces mean that an element which is created exclusively for certain country as the Pakistans Flag on the bottles of anhaar shows that the product is for Pakistani people who love their homeland and wants peace and happiness.

Verbal Identity of Anhaar

Verbal identity means the elements that aim to make a brands language distinctive. The following components of verbal identity make the brand anhaar distinctive form its competitors

The name
The brand name anhaar is an Arabic word which means the river. Hence the name is different, unique and simple which makes is distinctive from other brands such as Milkpak, Olpers, Good milk and Prema.

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Tone of voice principles
The tone of voice principles means that the brand has followed the principles such as in the TVC the voice over explains whole process that how milk is processed using highly standard plants and the principles of hygiene and cleanliness are kept in mind by anhaar.

The use of Stories

The TVC starts with saying that Pakistan is the 4rth largest milk producing country and other than this it also says that anhaar is produce with same love and care as you do to your family. The voice is of a man who speaks and conveys the message in the form of story in Urdu hence giving very patriotic image and consumer can easily relate to it.

Conclusion
In my opinion the brand anhaar can achieve good market share as currently it has gained respectable mind share and hence mind share results into market share. The brand has shown that it is a brand for Pakistan and it is down to earth and pure no fakeness and preservatives added. The TVC has shown the whole process and have highlighted that it is cow milk and it is as pure as river and it tastes like heaven. The brand has associated itself with the country Pakistan, its culture and the religion. In other word this is the upcoming brand in milk industry which will give tough time to current market leaders and as cow milk is being liked by many Pakistani hence they do will give a try and will like it as it is pure and good quality product. The brand is not distributing it all over Pakistan hence the quality will be good as they are not going after money rather the company wants to give pure product of high quality.

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The brand elements, the visual and verbal identity of anhaar are according to the Pakistani market hence it will achieve good market share in near future.

References
http://www.youtube.com/watch?v=grMLgfr5OGw&feature=player_embedded http://anhaar.com.pk/?cat=11 http://www.scribd.com/doc/15456176/Nestle

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