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SUBMITTED TO: Sir Raza Ali SUBMITTED BY: Iqra Khan Uzma Abid (MB-08-12) (MB-08-15)
Samreen Saeed (MB-08-11) Mudassir Khalid (MB-08-61)
2 Promotional Plan “MARVEL Bread” Promotion Management Project
TABLE OF CONTENTS
TABLE OF CONTENTS______________________________________________________________3 Executive Summary_______________________________________________________________4 Dedication_________________________________________________________________________5 Product____________________________________________________________________________6 SEGMENTATION___________________________________________________________________7 TARGETTING ______________________________________________________________________7 POSITIONING______________________________________________________________________8 Pricing_____________________________________________________________________________9 PLACE (DISTRIBUTION)___________________________________________________________9 PROMOTION THROUGHOUT PRODUCT LIFE CYCLE_____________________________10 The BrEaD Industry of Pakistan_________________________________________________11 STEP:1 PROMOTIONAL OPPORTUNITY__________________________________________12 Gap Analysis......................................................................................................................13 Consumer Assessment.......................................................................................................13 STRONG PRODUCT DIFFERENTIATION................................................................................14 STEP:2 PROMOTIONAL OBJECTIVE______________________________________________14 STEP:3 organizing for promotion_______________________________________________15 STEP:4 TARGET AUDIENCE______________________________________________________15 STEP:5 promotionAL MESSAGE_________________________________________________15 STEP:7 promotionAL BUDGET___________________________________________________15 STEP:6&8 PROMOTION MIX-ADVERTISEMENTS________________________________16
COPYWRITING (TV AD).......................................................................................................17 3) ART WORK (TV AD)........................................................................................................19
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3) PRODUCTION (TV AD)....................................................................................................21 3) ART DESIGN (PRINT AD).................................................................................................23
MEDIA PLANNING & SELECTION.............................................................26
STEP:9 EVALUATION OF ADVERTISEMENTS____________________________________28
This project is assigned to us to make the promotional plan for a new product which we have to launch in the market. Our product which is not launched in Pakistan ever before is: flavored bread. The name we suggested for our flavored bread is “MARVEL Bread”. We did a prospective SWOT analysis for our product. Then we made a marketing mix for Marvel Bread. We suggest a price for our product. We made its distribution chart and in the end of we suggest different promotional strategies according to the Maslow Hierarchy of Needs. We suggest our target market and made our positioning statement. Then we have designed our logo for MARVEL BREAD. After deeply analyzing the features of our product and behavior of our target market we made the copy platform for our print ad and television commercial (TVC). Our product is going to be introduced first time in the Pakistani market. In the start we would be targeting only those cities of Pakistan where middle and upper middle class people live viz Lahore, Karachi, and Islamabad. We would be having a well defined Marketing and Operational plan so that our all the functions are conducted easily without any difficulty and we could meet the needs of the customers in a better and successful way.
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We would like to dedicate this project to:
Our parents who enabled us to stand and learn, and supported us in every thick and thin of our life. Our dear friends and group members who joined hands and came up with this project utilizing very best of their efforts Then we would like to dedicate this assignment to our teacher Sir Raza Ali, who gave us insight and knowledge to become able to work on a project like this one, reshaped our thinking and inspired us to work hard.
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Our basic product is flavored bread with three flavors: chocolate, mango and strawberry. Our product will be available in the size of medium-sized bread having 12 slices in a pack.
Core product: Our core product is bread. Its core attribute is to fulfill the need of hunger.
People use bread to satisfy their hunger.
Brand: “Marvel Bread” will be the brand name of this flavored bread. Logo:
Features: It is available in three distinctive and delicious flavors. It has high fiber content, enriched in carbohydrates. Also contains B-vitamins, minerals and a little protein and fat. Some added nutrients are -- Calcium, B vitamin-foliate and iron.
Quality: The brand assures superior quality and taste. It is a healthy diet for everyone Style and Design: We design our product according to the demand of kids and children. its packaging is made of hard card box outside which is unique and 100% recyclable; and sealed aluminum foil packaging inside. The color scheme will be eye catching depicting the whole idea of adding colors to basic white bread. 6 Promotional Plan “MARVEL Bread” Promotion Management Project
Benefits for consumer: Our brand name MARVEL Bread represents the amazing and exciting view of the product. We provide best quality and real flavors within basic bread, harmless for health.
The market is divided into different segments on the basis of different factors. For our product, we divide the market on the following factors: Psychographic: Lifestyle & Social Class Behavioral: Benefits, interest & attraction Demographic: Age & Income geographical area: city size & urbanity
Target Market Profile Target Market: Children Target Audience: Children, Mothers and Youngster Age: 3-12 yr old Gender: Male & female both Income class: middle /upper-middle/upper class Geographic Area: Metropolitan cities Psychographic variables: Targets the variety, taste and fun seeking children and youngsters Behavioral variables: Targets on the basis of its attributes to regular, potential and nonusers all. It is intended towards interested, desirous and enthusiastic buyers 7 Promotional Plan “MARVEL Bread” Promotion Management Project
Likings: innovation and fun loving What motivates them: Newness and variety
Brand positions through its Attributes (flavors) and Value (added fun & variety to daily breakfast): Nowadays children have become highly choosy and moody when it comes to meal. They prefer taste over health. So they demand taste and variety, whereas mothers want healthy food for their children. That’s why children prefer fast food that provides taste & fun and their mothers prefer basic staple cereals for their children. This contradiction in preference has always been the generator of conflict on breakfast table between kids and moms. To solve this conflict Marvel Bread has combined taste and health in the same staple bread to please mothers and children both. Our product thus positions itself on the basis of flavors it is providing and the great value it creates. Positioning Strategy: More for more is our positioning strategy where we are offering more benefits for more price. Positioning Statement/Slogan:
Introductory positioning statement: “NO MORE BORING BREAKFASTS!” & Statement to be used afterwards: “BREAKFASTS IS FUN!”
NARROW SEGMENT (Individual solutions)
TRADITIONAL (Eating at home, focus on functional values) emotional values)
MODERN (Meeting new trends; incl functional and
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BROAD SEGMENT (Solutions for larger segment)
Price has been a major factor, affecting the buyer’s choice. Price is the only element in the marketing mix that produces revenues. Therefore, we will set prices for our product by taking into account all internal factors including marketing objectives, marketing mix strategy, costs etc and external factors including nature of the market and demand, competition and some other environmental factors like economy, government etc.
The bread industry in Pakistan is not much competitive. And as we are offering a differentiated product that is not currently present in the market so we set our prices a little higher adopting “Market Skimming Strategy”. The price which we have selected for our standard pack bread is Rs.50/-
Currently, we are only going to be introducing this product in the following major cities of Pakistan: Islamabad Lahore Karachi
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The foremost reason for this is that these are the most modern cities in the country, and our consumers are those educated health conscious people who are also aware of the nutritional value of the food they eat. These markets will also be able to act as a test market to see whether actually the product becomes popular here or not. If the product doesn’t gather familiarity fast, we will limit ourselves to these cities only, otherwise we will try to venture into less educated and less urban areas of the country as well. Once the product is more popular and more people are ready to buy it, we will be introducing it in other cities as well.
PROMOTION THROUGHOUT PRODUCT LIFE CYCLE
Introduction: Our product is a new and differentiated product which we are going to launch in market. As our product is made up of superior quality with added flavors, in addition it has a quality packaging, so its cost of production is more than other branded breads locally available in market. Introduction of the product in market also requires extensive promotion to mark its differentiated presence in market. So we need to charge handsome price for our product in initial phase ,that will also support its high budget promotional activities.
Growth: When our product will be accepted by the target audience and it will be in growth stage we will increase sales promotion and public relations activities, we will also extend our distribution network to other cities of Pakistan; there will be a reduction in price due to the mass production which will decrease per unit cost and our initial investment in product and promotion can be recovered
Maturity: In maturity stage we will try to gain as much profit as we can through our product. Lessaggressive but consistent promotion will be carried out with sales promotion mainly. Price of the product will also be reduced because we will cut down our advertising expenditure.
Decline: (Re development)
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We will launch new more flavors & variants of our product just before decline phase to avoid it. And we will start whole new and different kind of promotional activities to re-position our product in market. Once again high budget would be allocated to promotion
THE BREAD INDUSTRY OF PAKISTAN
The bread industry in Pakistan has seen many changes in the last twenty-five years. It has emerged as a small-scale bakery processing industry to numerous industrial bread making units all over Pakistan. The bread industry in Pakistan is flourishing very quickly and bread products are gaining much popularity. Bread has been accepted as a popular substitute of rice, naan, chappati, paratha. Currently, 5% of the total population of Pakistan consumes packaged bread. The major factors for such a low percentage of people consuming bread are mostly economical and cultural. Pakistani diet consists of many substitutes for bread, which are cheaper and preferred over bread by a majority of the population. However the ground realities are a bit different since all the wealth is being concentrated in the hands of few and middle class is not emerging as fast as it is emerging in other Asian economies, which is one of the reasons that only 5% of Pakistan¡¦s population consumes bread. Inflationary pressures are affecting the prices of raw-materials. The increase in rates of wheat from Rs1065 to Rs1120-1130 in the last three weeks has pushed up the price of atta No.2.5 to Rs980-1,020 from Rs950-1,000 per
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80kg bag depending on the quality
PROMOTIONAL PLAN MARVEL BREAD
STEP:1 PROMOTIONAL OPPORTUNITY
The market for Bakery and cereals in Pakistan increased from 2002-2007, and is growing at an average annual rate of 10.8%. The political scenario as well as the legal scenario is not posing any threat
to the bread industry.Its growth apart from the price restrictions, which actually fixed by negotiations between the government of Sindh and the committee of bread-making companies. The government is very enthusiastic about industrialization in the country and wants the foreign sector and private sector to take part in it. So any move towards industrialization and standardization is being encouraged, which should ideally suit the existing as well as new comers in the packaged goods industry Market Share of Bread Companies in Pakistan Dawn Bread Other branded breads incl 12 Promotional Plan “MARVEL Bread” Promotion Management Project
foreign breads Unbranded breads 50%
Gap analysis is carried out in order to find out in which areas of a certain market there is potential to grow and which areas are saturated with products and services. By doing a gap analysis the companies can evaluate what are the needs and wants of consumers that need to be fulfilled. In this way these companies can come up with the products or services that will not only satisfy the consumers but also bring profits to the company. In other words we can say that a gap analysis gives us the difference between the current and the most desired state of an industry. If we cast a look at the bread industry of Pakistan we shall see that there is a gap that needs to be fulfilled. There is a requirement of newer, tastier and differentiated bread in the market that needs to be fulfilled. There are only a few companies that provide bread in Pakistan and that too provide simple plain basic white bread having almost same taste and quality.. Thus the consumers do not have much choice or differentiation among purchase of any bread that he might prioritize over other. Ultimately they are left with these plain white breads from which to choose.. Thus we can analyze that there is a gap in the bread industry. Consumers need to have different kinds of bread, which is currently not available in the market
After completing a consolidated environmental evaluation we are going to focus on consumer assessment. It is very critical to find out what are the needs and wants of the consumers of that particular market, what are the attributes they want in a product and how much are they willing to pay for it and how are they going to behave while and after purchasing the product. By getting adequate information about the preferences of the consumers through the consumer assessment process, the company can position and market its products more effectively. If necessary, the company might also alter its products according to the tastes and attitudes of the people. Consumers are increasingly concerned about their health and are well aware of the relationship between nutritious food and optimal health. Various concerns have caused 13 Promotional Plan “MARVEL Bread” Promotion Management Project
consumers to monitor their dietary habits closely. The growing media coverage on health, the rising incidence of health conditions (obesity, diabetes and cardiac problems), concerns over physical appearance, changing lifestyle and also soaring costs of healthcare have all contributed to the demand for healthier bakery products. In addition, the aging baby boomer population has had a specific effect in increasing the demand for healthy foods. Some popular trends in the market are the introduction of low/light, functional, natural and organic products, as described below.
STRONG PRODUCT DIFFERENTIATION
The main points that were observed from the gap analysis and consumer assessment are as follows: The first and most important point was observed is that the consumers feel there is a scarcity of tasty breakfast items in the market. So they prefer buying locally made different but unhygienic bakery items. The consumers want a variety of products in the market. When it comes to bread the only choice they have is plain white bread. They are willing to accept a new taste in their boring breakfast The consumers are getting health conscious. They prefer taste complemented with health. Mothers specially choose healthier and nutrition enriched breakfast for their kids.
FINDINGS: Our product is highly differentiated among all types of bread available in the market. No other flavored bread currently exists in the market and no other bread is claiming its nutritional facts in the market. So we have a bright chance of promoting our product on the basis of its strong differentiated attributes that would clearly position its differentiated image and demand in the minds of consumers. We believe there is a fair chance that the flavored bread that is going to be launched will be immensely successful.
STEP:2 PROMOTIONAL OBJECTIVE
Marvel Bread has clear and specific objectives of promotion, such as • • • 14 Promotional Plan “MARVEL Bread” Promotion Management Project To earn profits To compare To gain attention
• • •
To inform To persuade To make target audience aware of our product.
STEP:3 ORGANIZING FOR PROMOTION
As our product is totally new so we have to make great promotional efforts that might inform & persuade target customer about our product as well as gain credibility among them for our product. A group of expertise might be able to guide us in promotional activities of our product.
STEP:4 TARGET AUDIENCE
Target audience for our product is wider than our target customer (i.e children), which is already specified in our target market profile before. Our target audience includes: Parents, specifically mothers : They are more interested in the nutritional and health facts of our product Youngsters: They might also get interested in our product because bread is everyone’s staple food. Government food ministries: They are concerned about the safety of any new food product launched in the market which previously didn’t exist
STEP:5 PROMOTIONAL MESSAGE
Marvel Bread is differentiating itself on the basis of its flavors, quality and nutritional values. But our promotional theme would be such that would directly hit our main target audience i.e. children. So our promotional theme would be the newness created in daily boring breakfast by our added flavors
STEP:7 PROMOTIONAL BUDGET
We are using the objective task method to set the budget of out Advertisement campaign. Scheduling of our campaign is described below while we will make an agreement with a media service agency for media buying. Media budget allocation
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Overall budget allocation will be distributed as Electronic Media Print media Outdoor (billboards) Broadcast media: Budget among above mentioned Medias are as follow Distribution with in broad cast media:
60% 20% 20%
20% during kids programs and cartoons on different TV channels 50% during regular timings 30% on media vehicles(Cartoon Network Pakistan & Nick Pakistan)
We are giving prior mentioned magazines & newspapers equal priority
We are using Billboards in Lahore, Karachi and Islamabad on rotational policy i.e. they will be repeated in different areas of these cities. Prime locations will be on way to amusement parks, nearby Mc Donald’s, KFC and subway.
Graphical media allocation Luckily our print media (magazines) and electronic media cover all three geographic regions. The following schedule covers exhibitions, brushers, posters and Bill Boards. For the beginning of campaign the advertizing company has decided to distribute the budget as per schedule. Karachi Lahore Islamabad 40% 30% 30%
STEP:6&8 PROMOTION MIX-ADVERTISEMENTS
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For the promotion mix MARVEL Bread would be promoted via Advertisement initially. This advertisement would be electronic on TV or in print like billboards, posters, print ads, and banners. For the time being the rest of the tools of promotion mix, like sales promotion, direct selling and public relation are not needed but as are product is popular enough we would start focusing on these promotional tools as well, but right now the product is at its launch stage and mass awareness should be generated and that can only come through electronic ads and this is the best way to reach a wide audience because almost all people have access to it.
COPYWRITING (TV AD)
1. Target Audience: = Children + Mother = 3-12 Years = Lahore, Karachi, Islamabad = Children like different flavors
Target audience Age Geographic Area Psychographics/Liking Media Habits
= Children like to watch T.V more than any other media.
We are going to satisfy the basic need of people i.e. hunger with some values given to them by providing them with unique feature of flavors in bread
Features Of Product Improved product ingredients with flavors.
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Good quality product Unique packaging with aluminum foiled plastic tub inside and hard card package outside of yellow color ISO certified product
Appeal of Message
We use the emotional appeal mainly in our ad by only showing the facial expressions, gestures & body language of a child about his/her preferences of bread choice. Background music is also used in the ad.
Our product distribution is mainly in big cities like Karachi, Lahore and Islamabad in beginning and ad is broadcasted on National level as on GEO TV and PTV so language and environment of ad is best suitable for all regions and people.
Timings Our message is for the whole year as no seasonal or event requirement is present. Our ad will be broadcasted evenly throughout the day on regular channels but more frequently during sponsored kids programs.
Form of Ad
Our ad contain the message through expression of child plus the Art work in which music is used as a background score and also combination of colors to attract the children. Some sort of family environment is there in our ad
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Our big idea is the usage of expression only without any word expression while the unique background music will be used best matched with the situation and expression. Somewhat drama situation is used as children are sitting around the table in ad.
TYPE OF COPY
Straight sell copy & Device copy As our message conveys directly the main feature i.e. flavor in the bread as compared to simple bread so it is a form of straight sell copy. Also some features of device copy are used as musical & drama situation.
The big idea follows the pyramid 1. Attention Our ad contain the expression & musical jingle without any word expression so it would attract the people by also using combination of colors ad will grab attention of audience. 2. Interest After catching attention interest will be retained by the proceeding situation of ad. A Children of IS sitting around the table and giving HIS expressions about the simple bread on dinning table then in comparison flavor bread is given to him which makes him pleased and excited 3. Credibility
It is given by showing comparison with competing brand and its preferences over them. Also give credibility by ISO certification 4. Desire
Desire about the product is created by the cute and lovely expressions of child as our T.A is also children so they attract more and feel desire to purchase and taste it. 5. Action
Ad also tells about the available places for the bread in the end in order to bring people in action to purchase.
3) ART WORK (TV AD)
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The format used for TV commercial is SLICE OF LIFE (Problem solution), having musical background score.
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3) PRODUCTION (TV AD)
We will hire an advertising agency for assisting in making of our ad.
Pre-Production It involves the arrangement of infrastructure & resources for starting the production of ad. So we perform the following • • • • • Selection of director Arrangement of resources (money) Selection of location where ad going to be recorded Arrangement of equipments: Camera, lights etc. Selection of child actor
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This include the action part means lights, camera and actual recording of ad, as it is a TVC so it is called a spot. The ad is made in a virtual dinning room environment where a mother (whose presence is hidden and only hands are shown) serves her child with plain white bread first. Different expressions and actions of child are recorded regarding the bread. Then mother serves the child with marvel Bread and again expressions and actions of the child are recorded regarding marvel bread.
Now we got ad in raw form so in this phase finishing of ad going to be take place. We done the following • • • • Improve visibility (Visualization) Editing Color mixing Background music is added
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3) ART DESIGN (PRINT AD)
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(FINISHED PRINT AD)
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Packaging encompasses the physical appearance of the container and includes design, color, shape, labeling, and materials. Like advertising, packaging communicates both verbally and non-verbally. Packages should continue promoting the product themselves. Our art designer has designed an attractive package for MARVEL Bread that is totally different from conventional plastic packaging for breads.
Its features are: Attractiveness : Package is highly attractive due to its vibrant colors and combinations Environmental friendly : All the package material is 100% recyclable and environmental friendly Preservation: Aluminum foil protects the contents of bread and preserves its aroma and taste. And hard card covering protects it from any forced damage.
Convenient: Package is convenient in carrying as it has card handle at its top. Differentiated: This packaging is totally different from other conventional bread packaging.
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MEDIA PLANNING & SELECTION
This part basically contains the identification, evaluation and finally selection of the channel of communication to convey the message to the right people at the right time at the right place.
Decisions Various decisions which we take regarding to this are 1. What media options? • • • 2. Television Newspaper Billboards
Who is target audience? • • Children Mother
Where message is communicated? • • National level Majorly in cities
Timings of message • • Morning, evening and prime time in TVC Print ad (Morning)
Frequency of Message • Continuous
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MEDIA OPTIONS Available media options which we selected are • Television • • • Newspaper Magazines Billboards
MEDIA VEHICLES Chosen media vehicles are • • • Television: GEO TV, ATV, PTV ARY, HUM TV, AAJ TV, TV ONE Newspapers: Dawn, Jang, Nawai-e-waqt, Khabrain Magazines: Smash, US, Young world, Akhbar-e-jahan, Sunday magazine
CONTINUITY OF MESSAGE Our message is for consistent longer period in order to create awareness among the people about the new product so ad will remain broadcasted yearly.
LENGTH OF MESSAGE • • • For billboard very Short message For newspaper showing some detail about product features etc For TVC also short message to create awareness and desire to purchase.
SCHEDULING OF MEDIA It involves how frequently our message is appeared and in which pattern we use the following method: Continuous scheduling In this the ad or message is run on continuous basis for the days, months and year. No fluctuation occurs in the exposure of message. It runs smoothly over the period. We use this method as our product is of basic need which people need for all the time of the year so we use this continuous scheduling of media.
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REASONS FOR SELECTION OF TELEVISION AS A COMMUNICATION MEDIA • Intrusiveness is ability of TV to impose itself on people. It become difficult to avoid it. Psychologically it attracts the attention more than other mashies such as radio so we select it. Due to unique combination of voice, sight and motion. It shows feelings, gestures and body language High reach as TV is penetrated too much in our economy. TV can also be simultaneously watched by group of people, whole family. Cost effectiveness is also there.
• • • • •
So due to these reasons we select the TV as major media option, others are newspaper and billboards.
STEP:9 EVALUATION OF ADVERTISEMENTS
Evaluating our Advertising • • • We will do a random research sample asking people how they heard about our product. Add different extension codes to different pieces of advertising. With each caller, ask for the special extension number, so you can track where they got your number. We will note the percentage of our sales, visitors, or calls increased from time to time basis before, during and after advertising. There should be difference.
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Our sincere thanks to our teacher and fellows for providing us a competitive environment and helping us throughout the making of this promotional plan of our product “MARVEL Bread”
REGARDS, Iqra Khan Uzma Abid Samreen Saeed Mudassir Khalid
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