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Blue Band Ad Analysis

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Unilever was created in 1930 by the amalgamation of the operations of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie, a merger as palm oil was a major raw material for both margarines and soaps and could be imported more efficiently in larger quantities. In the late 19th century the businesses that would later become Unilever were among the most philanthropic of their time. They set up projects to improve the lot of their workers and created products with a positive social impact, making hygiene and personal care commonplace and improving nutrition through adding vitamins to foods that were already daily staples.

Today, Unilever still believes that success means acting with ‘the highest standards of corporate behavior towards our employees, consumers and the societies and world in which we live’. Over the years we’ve launched or participated in an ever-growing range of initiatives to source sustainable supplies of raw materials, protect environments, support local communities and much more.

At the beginning of the 21st century, Unilever Path to Growth strategy focused us on global high-potential brands and their Vitality mission is taking them into a new phase of development. More than ever, Unilever brands are helping people ‘feel good, look good and get more out of life’ – a sentiment close to Lord Leverhulme’s heart over a hundred years ago.

The 21st century The decade starts with the launch of Path to Growth, a five-year strategic plan, and in 2004 further sharpens its focus on the needs of 21st century-consumers with its Vitality mission.

* Home care brands
* Personal care brands
* Nutrition
* Health, hygiene & beauty
* Unilever Food solutions

Unilever is one of the world’s leading food companies. The passion for understanding what people want and need from their food – and what they love about it – makes the brands a popular choice. In this report we are presenting the review on one of their major food brand i.e. BLUE BAND


Blue Band is made from high quality vegetable oils, so it is an important source of essential fats and vitamins A, D and E for which there are not many other dietary sources. A thin layer of spread on bread every day makes a big contribution to the healthy growth and development of the whole family.

For decades, Blue Band has been a daily source of essential nutrients that help every family member to grow, develop and thrive due to the below factors; i-

Unilever is the world’s leading manufacturer of margarine. Blue Band, a world renowned brand that was launched in Pakistan more than 20 years ago. It is a good source of 7 essential vitamins (A, B1, B2, B6, B12, D3 and E) that are necessary for healthy growth and development, both for children and adults. ii- IMPROVING CHILDEREN NUTRITIONS AROUND THE WORLD

Unilever has established a global partnership with the United Nations World Food Program with the shared aim of improving children’s nutrition around the world. In support of this global agreement, Blue Band established a partnership with Un WFP and pledge to contribute to the effort to feed hungry through Blue Band’s Ramadan sales. Unilever believes that every child deserves the nutrition and hygiene he or she needs to develop to their full physical and mental potential. Making a contribution to solving this problem is in line with our Vitality Life Goals and a priority in our corporate responsibility strategy.

Eating a nutritious breakfast in the morning with the right amount and the right kind of nutrients has been proven to enhance children’s ability to concentrate at school. A breakfast consisting of a slice of bread, spread with low-fat margarine plus a glass of low-fat milk is more balanced – and healthier – than bread with butter or sweetened cereals with milk or breakfast snacks iv- KEY FEATURES

– Vitamin A helps maintain good vision and healthy skin.
– Vitamin B1 helps to boost energy in your body
– Vitamin B2 provides energy from carbohydrates
– Vitamin B6 helps nerves and forms red blood cells
– Vitamin D is good for bones and teeth
– Vitamin E helps to protect against heart attack and cancer

The Advertisement, we have selected to review is the BLUE BAND published on 15 October 2012, Monday Advertisement supplement of PSQCA in Jung news paper.


This slogan represents the substantial look and contains the core message of the ad that daily use of blue band margarine helps us to grow fast… The ad is supported by this phrase to make the picture, clear. Texts on the ad attract the primary audience target audience that is children secondary audience that is mother.

Message execution of an ad depends upon the research conducted by the company. Here the message has been executed in a colorful and eye catching way. This execution style is designed to attract mostly the children as its primary target market. This is why the major portion of the advertisement has been acquired by small school going children who wants to grow and grow fast. Having clarity of the message as its biggest essence topped up with the huge name of Unilever behind the brand, Blue Band has already become a market leader in its segment. c- DEMONSTRATION:

There is a small kid the ad who wanted to be a cricketer. For this he knows that he has to be well grown and for this her mother gives him Blue Band every day. The brand focuses on helping the child development. The ads demonstrate how the product helps children grow and develop one demonstrating physical growth and the other, personality growth. It uses an emotion trigger of seeing your child in what they want to be when they grow up. Scale on the left side shown the daily growth while the jump of the child shows the activeness and health. The logo of “Pakistan Standard” stamps the authority of quality and excellence. Blue sky is in the background in which the background color of the advertisement is predominantly presented in the theme color of Blue Band i.e., blue. The color theme invokes the name of Blue Band in the mind of customers and public, while the sky shows that the sky is the limit only. Close up of healthy breakfast and greenery also trend reflects honesty and pure.

Every Advertisement has an objective to communicate to the target market. The lower level objectives are awareness, knowledge or comprehension. These are accomplished first. Subsequent objectives may focus on moving prospects to higher levels to get desired behavioral responses such as associating feelings with the brand, trial or regular use etc Irrespective of the fact whether the brand is new or established, it is required to determine where the target audience lies with respect to various levels in the pyramid. If the level of brand awareness or knowledge of its features or benefits is low, the advertising communication should be to increase them. In case the brand liking and preference is low, then the appropriate goal can be to change the target audience’s image of the brand. These communications objectives are derived keeping in mind two factors: Deciding what to say and identifying the audience for the message. Once it is established what needs to be said, it can be determined who should receive the message. Audiences can include: * suppliers and distributors;

* consumers (the general public or specific target markets);
* government departments and authorities;
* the media;
* staff and volunteers;
* sponsors or donors;
* special interest groups;
* the competitors;

The marketing communication process can be very complex but it is based on the universal model used in all forms of communication which includes a sender, the message, receivers, a medium and, in the case of two-way communication, feedback. However, this universal model needs to be presented in the context of marketing communications in order that its relevance to marketing is understood. Although there may be the same message for each group, the amount of information provided, or the specific detail, may vary depending on the target group.

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