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Final Project Report

Respected Group Members:

Danish Butt

Tariq Iqbal

Abdullah Aleem

Moeez Haque
Marketplace and Customer Needs Core:

Scene on creates a need for the millennial who are constantly badgered by
questions and having lack of cool comebacks.

Well, no need to worry anymore, the best ‘SOLUTION’ to all your nagging woes is
finally here, the ‘WINGMAN’ has you covered during all your badgering miseries!

The latest campaign, #ApnaSceneOnKaro has its own rap anthem that is already
breaking records.

Marketing Objective

Introducing a mind-bogglingly flavorsome snack, which gives their senses a kick


and activates their slick side, so they are able to turn things around, make
every situation their own and TAKE CONTROL!

Target Market

Scene on targets the youth, and the urban areas of Pakistan. The distribution is
focuses schools colleges universities and one stop stores and also in the rural
areas because of its pricing & a common trend among kids to have chips or corn
snacks.

Demographics

Teenagers, SEC A B C (M/F) 13-19 Years,


Bulls Eye 18 Years, lives all across

Psychographics

Friends mean the world to them. They are tech savvy, love selfies and are socially
active. For them Facebook is old school and Snapchat and new apps are the
lifeline.

Insight

“Wherever I go, whatever I do, I am monitored, restricted & nagged. I feel that I
don’t have any control over my own life.”

Segmentation: 13 Years - 19 Years Male & Female

Consumer Research

National Foods Central Theme for Sampling as always has been the Trial
Generation where the sampling activities are executed across most regions. Scene
on was sampled across leading outlets.

Scene On Achari Chakar Vs. Kurkure Chutney Chaska

Scene On Jalapeno and Tomato Vs. Kurkure Red Chilli Jhatka

Research Design

• Face-to-face Interviews

• Each respondents taste 3 products.

• Karachi (n=60)

• Male (50%) & Female (50%)

• 13-15 year 50%, 16-19 years 50%

• Belong to SEC-A (34%),SEC -B (34%) & SEC -C (33%)

• Users of Kurkuree

• Frequency of usage at least 2-3 times in a week

Strategy (CONNECT, ENGAGE, EXCITE)

The Strategy of Hoops is Consumer Driven Strategy. There is no Direct competitor


of this type of snack in the current market

The strategy for Krunch is Product Development Strategy as its competitor


‘Kurkure’ already exists in the market as it plans to capture greater market share
by providing better value to its customers.

The Brand Strategy: that is used here is Brand Extension Strategy, as National
Foods is an old house name in Food industry but Scene On is its new product
category.

GENERATE AWARENESS : BUILD REACH THROUGH HIGH AWARENESS PLATFORMS

CONSUMER ACTIVATIONS : ENGAGE WITH THE AUDIENCE TO IMPROVE


CONSIDERATION

SPARK CONVERSATIONS : BUILD EXCITEMENT AND CREAT EMOTIONAL


RELATIONSHIP WITH THE CONSUMERS

Consumers buying behaviour:

Its a low-involvement product, since its comes in either 10 Rupee pack or 20


rupee pack and does not have alot of competitors in the market to choose from.

Even with the limited pocket money they get, teens buy atleast 1-2* packs a day!

Usage:

During Lunch at school or college.


During group studies or when out with friends or
even when watching TV at home!

When :

They usually purchase depending on their mood, Could be daily or weekly


Or during their monthly groceries

Where :

Neighborhood shops and tuck shops


School Canteen, Grocery stores

4 Ps of Marketing

Place:

● Shopping Malls : Flash Mob and Ali Gul Performance

● Digital i.e. Social Media

● School / College : Scene On Slick Challenge and Scene On Guru

● Cinema through Kiosk, Sampling, Playing Anthem and Branding


Advertisement space.

● Radio and Cable TV

Packaging:

● Logo is displayed in the centre for better visibility in the shelves.

● Eye-Catching and tempting picture of the product

● Creative comic strip is used on the right side of the packing

Promotion:

Out of 40,000 Retail shops in Karachi. Scene On Snacks is initially targeting 8,000
POS. Maintains a steady focus on these selling points to reach effective sales
targets
Product:

It is a convenience product. In terms of quality of the product the packaging is not


filled with Nitrogen gas to keep the contents fresh as its considered an unhealthy
practice. And it also does not use color additives as they are harmful to consume.
Scene On has 6 items in its Product line. You Can Choose Your Pick From BBQ
Drama, Cheesy Onion, Ketchup Bhaag, ChulBuli Imli, Achari Chakar

Brand Story:

There are two characters which are idealistically chosen to be from the target
audience teenagers of between 13 – 19 years. Closer to the Bulls-eye i.e. 18

1. AHAD

He is a handsome 17 year old, who is enjoying life, but is always finding ways to
escape from the horrors of irritants, tries to spend time out, or chill with his
friends, as much as he can.

2. SABA

She is a gorgeous 16 year old who wants to live her life according to her rules and
dislikes it when she has to follow what her parents ask her on traditional ways of
living.

Both of these characters want to change the situation in their favour.

SCENE ON is the wingman an “enabler” for teens

to turn any annoying situation into their favor.

Brand Positioning:

A salty snack whose flavor kick unleashes the slick in teens enabling them to
conquer any situation.
Price:

Customer Value Based Pricing : EDLP Every Day Low Pricing

Competitive Advantage & Conclusion

Direct Competition (Kurkure, Cheetos, Slanty )

Indirect Competition (Potato Chips)

Lays, Kurleez, OyeHoye

Value & Personality

Confident, slick and shamelessly teen.

RTB: Reasons to Believe

1) Bold Intense flavors.

2) “Just right” crunch.

Believe:
Functional:

1) Bold Intense flavors that (flirt with taste buds and ignite a tasty sensation).

2) “Just right” crunch which (fulfills the desire of product freshness).

3) Unique HOOPS shape which is (an attractive visual treat).

Emotional

Wakes up my slick side

Desired Experience:

1. Taste

2. Price