Details

Case

Tullo Sunflower Oil

Shehla Arifeen, Ehsan ul Haque

INDUSTRY : Oil

AREA : Marketing

ORGANIZATION : Tullo Sunflower Oil

LENGTH : 45

LUMS No : 04-2314-98-1

PUBLICATION YEAR : 1998

KEYWORDS:

Tullo Sunflower Oil,Marketing,Food,Edible Oil

DESCRIPTION:

In early December 1995, Syed Yawar Ali, Executive Director Wazir Ali Industries Ltd. (WIL), was in an important meeting with his advertising agency’s creative team. He was assisted by Sarwat Abdullah, General Manager, and Soofi Salman Ahmed, Assistant Brand Manager at WIL. The meeting had been called to finally select advertising these for Tullo Sunflower cooking oil. The agency had estimated that even if they rushed things it would take them at least 20 days to produce the finished commercial. Producing the right commercial was essential to the relaunch of Tullo Sunflower planned for January 1996. Prime-time slots of PTV had already been booked for Tullo ads. After three hours of heated debate, no conclusion seemed insight. The arguments were over the two story-board concepts which were tested with a group of consumers. According to Syed Yawar Ali, the results were mixed. He also felt that neither of the concepts provided anything unique to Tullo Sunflower. The advertising agency, on the other hand, maintains that This is not a dream concept had come out as a winner and that there was hardly any time for fresh ideas.

LEARNING OBJECTIVES:

To expose students to the creative strategy development processes in advertising. To provide an opportunity for diagnosing marketing problems. To reinforce the importance of carefully designed consumer research in marketing decision To provide students an opportunity to make a complete marketing communication plan for a brand.

SUBJECTS COVERED:

Marketing