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Summary

In this video, the creator explores why Marjan syrup advertisements dominate television during Ramadan, revealing how strategic media planning and seasonal marketing play a vital role. While other brands also advertise during Ramadan, Marjan stands out due to its consistent presence and well-executed media strategy, capitalizing on high TV traffic during key moments like sahur and iftar. The brand’s success is also due to a creative, serialized advertising approach that avoids audience fatigue. Ultimately, the video highlights the importance of media planning, beyond just creative ideas, in driving successful brand campaigns.

Takeaways

• 😀 Marjan syrup ads are highly associated with the arrival of Ramadan, becoming a significant marker for the season.
• 😀 Seasonal marketing is a core strategy for Marjan syrup, focusing only on the month of Ramadan to maximize exposure and brand awareness.
• 😀 The media planning strategy for Marjan syrup revolves around targeting high-traffic moments during Ramadan, such as Sahur and Iftar.
• 😀 The high consistency of Marjan syrup ads during Ramadan is key to its success, building brand recognition year after year.
• 😀 Media planning is just as crucial to a brand's success as creative ideas, ensuring communication reaches the right audience at the right time.
• 😀 Marjan syrup’s success isn't only about creative ad content, but the strategic media placements that ensure high-frequency exposure during Ramadan.
• 😀 Ramadan is the perfect season for Marjan syrup's product type (sweet drinks), which complements the celebration of breaking the fast.
• 😀 Marjan syrup has successfully used a 'serial story advertisement' strategy, avoiding ad fatigue by changing communication materials throughout the month.
• 😀 Marjan syrup's campaign benefits from being a 'time signal' for the start of Ramadan, thanks to its consistent media presence.
• 😀 A 'drip strategy', 'pulse strategy', and 'strategic spray' are different media planning options, with Marjan using a high-frequency approach during Ramadan.
• 😀 The key to Marjan syrup's consistent success lies in its seasonal marketing focus, ensuring it dominates in its targeted time frame rather than spreading campaigns throughout the year.

Q & A

Why does Marjan syrup advertise during the month of Ramadan?

Marjan syrup targets Ramadan specifically because of its seasonal relevance. The brand uses Ramadan as a peak period to maximize brand exposure and increase sales, aligning with consumer behavior and media consumption habits during this time.

What makes Marjan syrup advertisements stand out during Ramadan?

Marjan syrup has built a strong brand association with the month of Ramadan through consistent advertising. It is one of the few brands that consistently advertises during Ramadan, creating a mental trigger for consumers that the fasting month is near once they see the ads.

How does the media planning strategy affect the success of Marjan syrup's advertisements?

Marjan syrup’s media planning strategy, focused on seasonal marketing during Ramadan, ensures the advertisements are placed at optimal times when consumer viewership is highest, like during sahur or after iftar. This targeted approach maximizes the effectiveness of the brand's communication.

What is seasonal marketing, and how does it apply to Marjan syrup?

Seasonal marketing is the strategy of focusing marketing efforts during specific periods, like holidays or events. Marjan syrup utilizes this by advertising only during Ramadan, capitalizing on the high traffic and predictability of consumer behavior during this period.

Why is Ramadan considered an ideal time for Marjan syrup's marketing campaign?

Ramadan is ideal for Marjan syrup's marketing because the product is highly relevant to the season, with many consumers consuming sweet drinks like syrup during iftar to break their fast. The high TV viewership during Ramadan also helps boost brand awareness.

What is the difference between the official and unofficial ways of determining the start of Ramadan mentioned in the script?

The official way of determining Ramadan's start is through the sighting of the Hilal (new moon) and a subsequent isbat session. The unofficial way, as humorously suggested in the script, is seeing Marjan syrup ads on television, which has become an expected signal for the start of Ramadan.

How does Marjan syrup ensure their advertising remains engaging during the Ramadan period?

To avoid repetitiveness, Marjan syrup uses a serial story approach in their advertisements. This keeps the brand's communication fresh and engaging throughout the Ramadan period, rather than airing the same ad repeatedly.

What are the benefits of using a media strategy focused on high-frequency, short-duration advertising?

High-frequency, short-duration advertising ensures that the brand achieves maximum exposure in a concentrated period, such as during Ramadan. It creates a sense of urgency and builds strong brand recall among the audience, as seen with Marjan syrup's strategy.

What is meant by the 'drip strategy' in media planning, and how does it compare to Marjan's approach?

The drip strategy involves spreading out communication over an extended period with low frequency. Marjan syrup, however, uses a more intensive media strategy, likely a 'strategic burst' strategy, with high-frequency ads in a short, focused period (Ramadan) for maximum impact.

How has Marjan syrup's advertising strategy helped the brand become top of mind for consumers during Ramadan?

Marjan syrup's consistent advertising over the years, starting its campaigns ahead of Ramadan, has made the brand synonymous with the start of Ramadan. This has helped the brand occupy a top-of-mind position, where people associate the sight of Marjan ads with the beginning of fasting.