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Project Management Plan

Project Management Plan

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Published by zehra_fz4678
project management plan-Marketing Campaign for Heinz ketchup for its launch in Pakistan
project management plan-Marketing Campaign for Heinz ketchup for its launch in Pakistan

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Published by: zehra_fz4678 on Nov 17, 2009
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03/26/2013

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Project Management Plan
For 
“Development of marketingcampaign for Heinz ketchup”
Prepared by:
Fatima ZehraTahreem NaveedShafaq Anwar Saad MaqboolMoazzam Ali Tarar Shaffia Mansur 
 
1. Overview:
1.1 Project Purpose, Objectives, and Success Criteria
Purpose:
 The purpose of a marketing campaign is to launch Heinz ketchup in the market of Pakistan on the basis of an in depth Market Research, as to create awareness amongthe buyers of ketchup about the Heinz brand through mass advertising. This wouldconvince the customers to switch to Heinz by portraying how it is better and differentthan other competing brands of ketchup.The scope of the marketing campaign is limited to the promotion of Heinz ketchup withits focus on creating Heinz image as the world’s thickest ketchup within the constrainedtime and budget.The campaign would feature developing advertisements (for electronic and print media)and point of purchase displays. Other deliverables would be to induce all the ketchupconsumers to try the product (through free trials and sample distributions) and getcustomer’s feedback through questionnaire surveys to modify the marketing advertising.The success of the marketing campaign is dependent on the effectiveness of the addeveloped by the advertising agency hired by Heinz, customers, and the brandmanagement team who would be responsible to coordinate their activities. Theaccomplishments of these stakeholders would define the future success of the Heinz inPakistan.
Objectives:
In order for the marketing campaign to be successful the project must achieve thefollowing objectives:
Basic objectives:
On the basis of the feasibility study conducted through questionnaire survey tounderstand the target market in order to develop an effective marketing campaign.
Induce the target market to try the product by conducting hall tests and distributing freesamples.
Ensure Heinz convenient availability to the target market.
Convey Heinz positioning through all elements of marketing communication whichwould include television and print ads.
Strategic Objectives:
Create a vivid brand image of Heinz being the world’s thickest ketchup.
Create brand loyal customers through effective mass advertising.
Gain a significant market share that would lead to profitability.
Ensure that customer’s feedback is taken into consideration.
 
 
Operational Business Need:
To create awareness among the target market through promotion in mass media(electronic & print ads).
To generate product trials through hall tests, free sample distributions and streetpromotion.
Strategic Business Need:
To create brand loyal customers
To convert ketchup nonusers to users.
Increase sales to the point of break even and then further generate profits.Satisfaction of these needs would be found out by carrying out a research in the targetmarket through questionnaires, interviews and focus groups to get customers feedbackwhich would help define the level of success achieved by Heinz. Other methods wouldbe used to find out sales figures and frequency of purchases which will give a clear picture of market trends to the key stakeholders.Heinz is at its very initial stage in the product life cycle in Pakistan hence its launchwould be a project that would lead to many other projects in future. If Heinz issuccessful in launching ketchup in Pakistan then it would introduce many of its other products too in this region which are available around the globe today.
Success criteria:
The success of the project depends upon the effectiveness of the activities of all the keystakeholders. The success of the campaign is dependent:
Upon the workings of the hired Integrated Marketing Communication agency asthe development of the integrated marketing campaign had been outsourced tothem.
Upon the workings of the hired media buying house because the campaignexecution would be in the hands of the agency.
Upon the customer response to the research surveys.
Upon the customer response to the Heinz sales force efforts of trail generation.
Upon the availability of Heinz ketchup to its target market which is the hands of the distributors. Healthy relations with retailers would facilitate smooth operations.

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