Executive Summary

Departmental Division Coordinator Kashif R&D Farukh Shakeel Asif Production Kashif Hassan Ishraq Marketing Khubaib Haroon Zeshan

 Snack Food Industry

Companies
Segmentation

Company Introduction Strategic Research

Focus group and consumer trends

Creative Brief Story Board

ATL & BTL Campaigns

Media Plans

Limitations
Time Brand Equity Resources Technical instruments

Asif

Snacks Food industry

Pakistan culture is habitual to adopt the Western

Culture Annual growth rate is 20% to 30%

Leading Potato Chips Companies in Pakistan

Company Name Standard Foods (Pvt.) Limited Tripple EM (Pvt.) Limited
Kohinoor Smith (Pvt.) Limited Consolidate

Trading Enterprises

Brand Golden Chips Super Crisps, Frankies Smiths Kolson Krincles

Segmentation - Snacks Industry

Branded Chips is 60%
Un-branded Chips 40%

Company Introduction
Tripple-EM Pvt. Limited Market leaders in snacks food industry Super Crisp has market share is approximately 58.33% Launched to products of potato chips

Frankies Super Crisp

Shakeel

Strategic Research
Secondary

Data is being collected about the Snacks Industry from the available secondary resources through the SMEDA, Gallup, Aftab associates, Aurora Sadat(Ubeid ur Rehman) database & IAR repots.
Primary

Focus groups was conducted to analyze the consumer trend, behaviors & life style regarding the potato chips market.

Focused Group
Un-structured focused groups with the target segment from 10 to 20 years young people purpose to know the consumer behavior towards the potato chips usages & advertisement

Trends from Consumer Inside

Target segment. Eating habits of the Target Market is rapidly changing and they like to have Snacks all the time Potato chips are labeled as a meal replacement and being a light fast food is becoming popular. Frankies have the problem of awareness they didnt recognized the Frankies by aid or even unaided recall Consumers like the chips quality & crispiness of Frankies during the blind test but unable to recognize which brand it was. Mostly consumers didnt aware from Frankies due to only lack of advertisement of Frankies on TV, print media & on billboards. Frankies was only found point of sale while they were moving their hands

towards the snack racks.

Farrukh

Law No.4 Marketing is not a battle of products its a battle of perceptions.

Creative Brief
Purpose
create awareness Deliver a communication Redesigned Packaging Increasing the sales

Creative Brief Cont.

Audience profile Demographic

age 5-25 years Urban To have crispy snacks/Chips Good in taste Packaging & Color schemes

Psychographic

Creative Brief Cont.

Previous research Focus groups Aided & Unaided recall Confuse about the brand

Creative Brief Cont.

Consumer insight: Chips as a meal Impulse product Fun loving Feel delight Carbonated water

Creative Brief Cont.

Brand promise:
Taste 'crunch on, munch on'

Creative Brief Cont.

Perception/Tone/guidelines:
The communication should make Awareness Buying/eating the Frankies

Creative Brief Cont.

Communication strategy: Create the awareness level TOM Unique Taste

Creative Brief Cont.

Schedule TVC that can create the stimuli to buy/eat the product impulse purchase so the communication should reach TOM Two weeks time Budget is Rs. 10 million Initial rough sketch is attached with this file

Creative Brief Cont.

Competitive positioning Unique taste Support/RTB Educate Consumer

Ishraq

Story Board

Scene 1

3 Sec

A corporate working at office ,tiredly

Scene 2

3 Sec

A young student studying with no interest

Scene 3

3 Sec

A Descent guy waiting for his

Smart guy checking his phone again walking in front of tree

Scene 5

4 Sec

Frankies Packet came in from black out & make jerk 3 times

Scene 6

4 Sec

Corporate having Frankies leaving work behind to have fun

Scene 7

4 Sec

Student listening musik & reading fashion magazine

Scene 8

4 Sec

Smart guy ignoring call sitting relax in park

Scene 9

4 Sec

Smart guy singing, sitting cool & having Frankies

Hassan

TVC Campaign
TVC Campaign
Time Check

Radio Ad
Radio Ad

Print Design Ad

Blow The Line (BTL) Campaign

Packaging

Packaging

Packaging

Haroon

Media Plan for Frankies

Above the Line

TV Campaign

Khubaib

Above the Line

Radio Strategy

FM Listenership
Radio Stations Category

City FM 89 Radio 1 FM 91

A+ A

FM 100
FM 103

B+
B

FM 106.20

B_A+

SUMMARY
Radio Stations City FM 89 Radio 1 FM 91 Cost 1,073,220 568,656 Spots/30 Sec 684 468

FM 100
FM 103 FM 106.20 Total:

547,056
158,256 1,095,444 3,442,632

540
216 756 2664

Summary
Branding Campus Radio Frankies road show BBC News Cost 501,800.00 362,000.00 460,000.00 Spot/Mins 325 240 142.5

Total Cost

1,323,800.00

707.5

Media Plan For FM Radio Segment Continuous Two Months Radio Branding Plan Cost 3,442,632.00 1,323,800.00 Spot/30 Sec 2664 42450

Total Cost

4,766,432.00

45114

Zeeshan

Below the Line

Hoardings
Steamers News Paper Magazine Sunday Edition

Below the Line

Store Branding Standies Gondola Moppies
Cool Balloon

Conclusion

References
www.brandsynario.com
www.smeda.com.pk www.ias.com Gallop Evernew concepts Saadat pvt limited Aurora Aftab associates

Questions