xenium advertising agency
TRANSCRIPT
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esource person:
Miss Javeria Fatima
Group Leader:
Awais Ali (FA12-MBT-018)
Group members:
Muhammad Saleem (FA12-MBT-119)
Majid Mughal (FA12-MBT-0!)
Mu"ee# $r %ehma" (FA12-MBT-0!8)
A&mat 'ussai" (FA12-MBT-020)
Majid %asheed (S12-MBT-00)
Ahsa" Ali (FA12-MBT-00*)
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Company Name:
Company website:
http://www.vgloop.com/Xeniumadvertisingagency
Facebook Page
https://www.facebook.com/Xeniumadvertisin
gagency
Logo
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http://www.vgloop.com/Xeniumadvertisingagencyhttp://www.vgloop.com/Xeniumadvertisingagencyhttp://www.vgloop.com/Xeniumadvertisingagencyhttp://www.vgloop.com/Xeniumadvertisingagency
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Xenium means Gift
About
+e"ium Advertisi"g Age", is a .ull servi,e advertisi"g age", that will /rvide mareti"g
sluti"s t varius ,lie"ts that "t "l i",rease maret share #ut als ge"erate reve"ue Frm
#ra"d aware"ess t targeted ,am/aig"s a"d mareti"g sluti"s al"g with media #ui"g a"d
/rdu,t /rmti"3 +e"ium is the sur,e . /remium mareti"g strategies i" the maret
+e"ium is "e . the .astest grwi"g ,m/a"ies i" aista" 4e tae mre /ride i" ,lie"t5s
satis.a,ti"
Vision
6ur visi" . 7mutual grwth5 #e"e.its #th the age", a"d the ,lie"t
4e aim t mae sure ever /e"" . ur mareti"g #udget is well s/e"t # us "e lies t
thrw m"e at wasted strategies that des"5t hel/ their #ra"ds 4ith high :ualit lead i" the
maret3 u are a#le t rea,h sales gal 4e ,reate ;ees a"d ears . viewers< i"t real #uers .
ur #ra"d This mae +e"ium ,arr a u"i:ue /hils/h i" /rvidi"g media servi,es B
..eri"g sills a"d thi"i"g .r the #usi"esses t sha/e visi" i"t realit
=" rder t e"gage targeted audie",e with #ra"ds3 we e>e,ute ,reative sluti"s that "t "li"s/ire audie",e #ut als give ur ,lie"ts? #ra"ds a"d i"itiatives a sustai"a#le ,m/etitive edge
B ur wr3 we ,a" #e held res/"si#le .r /rvidi"g leverage su,,ess t ,reate u"st//a#le
mme"tum
Team
+e"ium advertisi"g age", team ,"sists . tale"ted /r.essi"als with e>/erie",e i" the .ields
. #usi"ess a"d /rje,t ma"ageme"t3 /rgrammi"g3 a"d all #usi"ess /r,esses 6ur team is a
#u",h . u"g a"d seas"ed mareti"g e"thusiasts 4e tae /ride i" ur silled team mem#erswh /rvide ,lie"ts with multi.a,eted sluti"s t their mareti"g "eeds =" the maret
,m/etiti"3 ur team #elieves i" 7The Best5 ,reative3 rates3 e>e,uti" r sim/l the %6= 4e
strive .r /er.e,ti" a"d a,hieve higher gals
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Agency Hierarcy
Page
!rt/"opy
#a$id
#edia
#uneeb
Production
!hsan !li
%esearch
!wais !li
&P #arketing
'ervices
&P "reative
'ervices&P !ccounts
'ervices
President
Awais Ali
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President:
Awais Ali3 a well re"w"ed /r.essi"al is a /reside"t . +e"ium advertisi"g age", The J#des,ri/ti" . /reside"t are give" #elw
@lie"t %elati"shi/s
"g-%a"ge la""i"g
Team Tale"t
6/erati"s a"d er.rma",e
VP Account services
A&mat 'ussai" is the i,e /reside"t A,,u"t servi,es This de/artme"t is the li" #etwee" the
ma" de/artme"ts withi" the age",3 a"d the ,lie"ts wh /a the #ills
At the e"d . the da3 that?s what ad age",ies wa"t A"d it?s what their ,lie"ts wa"t3 t At the
,e"ter . all the m"e ,mi"g i"t3 a"d gi"g ut .3 the age", is the .i"a",e a"d a,,u"ts
de/artme"t This de/artme"t is res/"si#le .r ha"dli"g /ame"t . salaries3 #e"e.its3 ve"dr
,sts3 travel3 da-t-da #usi"ess ,sts a"d everthi"g else u?d e>/e,t .rm di"g #usi"ess
Production Department
=deas are just ideas u"til the?re made real This is the j# . the /rdu,ti" de/artme"t Curi"g
the ,reative /r,ess3 the /rdu,ti" de/artme"t will #e ,"sulted t tal a#ut the .easi#ilit .
e>e,uti"g ,ertai" ideas 4ithut the /rdu,ti" de/artme"t3 the ads ,reated # the ,/writer
a"d art dire,tr wuld #e "thi"g mre tha" wrds a"d /i,tures " /a/er The /rdu,ti"
de/artme"t3 i" esse",e3 e"sures the T ,mmer,ial r /ri"t ad3 et,3 gets /rdu,ed The are
res/"si#le .r ,"tra,ti"g e>ter"al ve"drs (dire,trs a"d /rdu,ti" ,m/a"ies i" the ,ase .
T ,mmer,ials /htgra/hers a"d desig" studis i" the ,ase . the /ri"t advertisi"g r dire,tmailers) rdu,ers are i"vlved i" ever as/e,t . a /rje,t3 .rm the i"itial ,reative #rie.i"g
thrugh e>e,uti" a"d deliver =" sme age",ies3 se"ir /rdu,ers are "w" as De>e,utive
/rdu,ersD r D,"te"t ar,hite,tsD
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"reative 'ervices
The ,reative servi,es team ,"sists . ,/writers a"d desig"ers3 "w" as art dire,trs3 wh
wr tgether t devel/ ,",e/ts .r advertiseme"ts =" larger age",ies3 a ,reative dire,tr
ma"ages teams wri"g " di..ere"t a,,u"ts Smaller age",ies ma "l a//i"t a ,reative
dire,tr wh wrs with .reela",e writers
Mr Saleem is a i,e /reside"t . @reative servi,es due t his stu""i"g ,reativit whi,h is dee/er
the" ,ea"
MrMajid %asheed is desig"ated as ArtE@/ dire,tr a"d MrAhsa" Ali is a rdu,ti" dire,tr
VP Marketing Services
Majid Mughal is Mareti"g Servi,es a"d his rle is t su/ervise media as well as resear,hde/artme"t
4r ,lla#rativel with ,rss-.u",ti"al teams3 #th i"ter"al a"d e>ter"al3 t de.i"e
strategi, medi,al a"d s,ie"ti.i, #je,tives .r #ra"ds
art"er with ,rss-.u",ti"al gru/ t ide"ti. #usi"ess //rtu"ities " e>isti"g #ra"ds
a"d hel/ tur" them i"t realities
="terviewi"g a"d relati"shi/ #uildi"g with e /i"i" leaders
ew #usi"ess /it,hes
A#ilit t /la"3 rga"i&e3 a"d mai"tai" wr streams a"d /rje,ts t e"sure that team
mem#ers a"d wr.lw are /timi&ed
=".lue",e e..e,tivel while /rvidi"g h"est a"d real time .eed#a, gra,iusl3 .steri"g
a" /e" dialgue
#edia
Mr Mu"ee# $r %ehma" is leadi"g the media de/artme"t The media de/artme"t is res/"si#le
.r /la""i"g where a"d whe" advertiseme"ts will a//ear a"d #ui"g s/a,e r time i"
"ews/a/ers3 maga&i"es3 radi3 televisi"3 digital media a"d utdr media3 su,h as /ster sites
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a"d #ill#ards =" small age",ies3 "e /ers" ma ,m#i"e the /la""i"g a"d #ui"g rles arger
age",ies have a media de/artme"t headed # a media dire,tr wh su/ervises the wr . a team
. /la""ers a"d #uers The media team ma i",lude s/e,ialists i" /ri"t3 #rad,ast r digital
media
%esearch
%esear,h is mai" /art . advertisi"g 4hat maes us #u sme /rdu,ts a"d "t thers 4h d
we /re.er sme #ra"ds ver thers C /ri"t ads a"d T ,mmer,ials a,tuall i".lue",e ur
#ehavir =" a" e..rt t a"swer these :uesti"s3 advertisers l t resear,h At /rese"t (a"d i"
the /ast)3 diverse resear,h strategiesG/s,hlgi,al3 s,ial3 a"d ,ulturalGhel/ advertisers
u"dersta"d ,"sumers a"d assess the e..e,tive"ess . advertisi"g messages dire,ted t them The
/arti,ular i"ds . resear,h ,"du,ted i" a" advertisi"g ,am/aig" are alwas tailred t serve the
"eeds . thse wh /rdu,e the ads as well as the i"terests . the ,lie"ts whse /rdu,ts (r
servi,es) are /rmted
Name of Client
Miss Javeria Fatima
Product
Ciet 4heat Bis,uit
Product Name
4heat Hld
Team Leader
Awais Ali (FA12-MBT-018)
Group members:
Muhammad Saleem (FA12-MBT-119)
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Majid Mughal (FA12-MBT-0!)
Mu"ee# $r %ehma" (FA12-MBT-0!8)
A&mat 'ussai" (FA12-MBT-020)Majid %asheed (S12-MBT-00)
Ahsa" Ali (FA12-MBT-00*)
Table of Contents:
Agency Philosophy……………………………………..……….9
Executive Summary…………………………………….………
ndustry !ackground……………………………………………
"ompany Snapshot………………………………………….….#$
Description…………………………………………………….…
"ompetitor %evie&……………………………………….……..
!uyer Analysis………………………………………………….
Marketing 'oals………………………………………………..
"reative !rie(……………………………………………………
Promotional Program Situation Analysis…………………….
"ampaign )lo&chart……………………………………………
Measurement and Evaluation…………………………………
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!udget Summary………………………………………………
"onclusion……………………………………………………..
Appendices…………………………………………………….
%e(erences…………………………………………………….
Agency Philosophy
+e"ium Advertisi"g Age", is a .ull servi,e advertisi"g age", that will /rvide mareti"g
sluti"s t varius ,lie"ts that "t "l i",rease maret share #ut als ge"erate reve"ue Frm
#ra"d aware"ess t targeted ,am/aig"s a"d mareti"g sluti"s al"g with media #ui"g a"d
/rdu,t /rmti"3 +e"ium is the sur,e . /remium mareti"g strategies i" the maret
+e"ium is "e . the .astest grwi"g ,m/a"ies i" aista" 4e tae mre /ride i" ,lie"t5s
satis.a,ti"
Eecuti!e "ummary
=t is a .rmal d,ume"t that evaluates the #a,gru"d . the #ra"d a"d /rese"ts a set .
guideli"es a"d a,ti" /rgrams .r the advertisi"g a"d /rmti"al ,am/aig" 4e are gi"g t
i"trdu,ed a "ew wheat gld #is,uit a"d we /siti" it " the slga" whi,h is ;A #is,uit whi,h
ee/s u e"ergeti, a"d /assi"ate< we mai"l targeted the u"g a"d ld wri"g me" a"d
wme" wh are 'ealth ,"s,ius #etwee" the ages . 2-!0 ears is a /rimar target audie",e
where the audie",e shuld #e #el"gi"g t ,lass A whi,h alwas wa"t t e>/erie",e "ew thi"gs
4e di..ere"tiate ur /rdu,t with ther ,m/etitrs " the #asis . /ri,e3 :ualit3 #e"e.its3 a"d
taste 4e have used di..ere"t media tls .r givi"g aware"ess t the /u#li, lie tv ads3 /ri"t
media3 radi3 #ill#ards et,
#ndustry $ac%ground
T!"N#$
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201* saw ma"u.a,turers i"vest heavil i" lau",hi"g "ew /rdu,ts a"d mareti"g ,am/aig"s .r
e>isti"g /rdu,ts The #iggest str was the lau",h . 6re # @"ti"e"tal Bis,uits td The
lau",h was a,,m/a"ied # a" e>te"sive mareti"g ,am/aig" whi,h /rved su,,ess.ul@"ti"e"tal Bis,uits td als remai"ed a,tive i" mareti"g its ,ie #ra"ds Baeri a"d @a"di
with e>te"sive mareti"g ,am/aig"s I"glish Bis,uit Ma"u.a,turers (vt) td ,"ti"ued its
mareti"g ,am/aig" .r its .lagshi/ ,ie #ra"d ea Frea"s S/er
C%&P"T'T'V" LAN#$CAP"
I"glish Bis,uit Ma"u.a,turers ,"ti"ued t lead #is,uits with a retail value share . K i" 201*3.llwed # @"ti"e"tal Bis,uits td with a 1K share These ,m/a"ies ,"ti"ued t dmi"ate
with their str"g /rdu,t /rt.li3 str"g mareti"g i"vestme"t a"d e>te"sive distri#uti"
sstem Mrever3 the have a" alread esta#lished /rese",e a"d ,"sumers trust them t deliver the #est #is,uit /rdu,ts t them
P!%$P"CT$
6ver the .re,ast /erid3 #is,uits are liel t #e,me a" everda s"a, .r aista"i,"sumers The "ew lau",hes a"d str"g /rmti"al a,tivities # the ma"u.a,turers will su//rt
the grwth . #is,uits A #is,uit is there.re e>/e,ted t have a value @AH% . K at ,"sta"t201* /ri,es duri"g the .re,ast /erid
#e(i)ery: Files are delivered dire,tl i"t ur a,,u"t withi" a .ew mi"utes . /ur,hase
%)er)iew Cis,ver the latest maret tre"ds a"d u",ver sur,es . .uture maret grwth
.r the Bis,uits i"dustr i" aista" with resear,h .rm Iur m"itr?s team . i"-,u"tra"alsts
Fi"d hidde" //rtu"ities i" the mst ,urre"t resear,h data availa#le3 u"dersta"d
,m/etitive threats with ur detailed maret a"alsis3 a"d /la" ur ,r/rate strateg
with ur e>/ert :ualitative a"alsis a"d grwth /rje,ti"s =. u?re i" the Bis,uits i"dustr i" aista"3 ur resear,h will save u time a"d m"e
while em/weri"g u t mae i".rmed3 /r.ita#le de,isi"s
Te *iscuits in Pakistan market researc report inc(u+es:
A"alsis . e su//l-side a"d dema"d tre"ds
Cetailed segme"tati" . i"ter"ati"al a"d l,al /rdu,ts
'istri, vlumes a"d values3 ,m/a" a"d #ra"d maret shares
Five ear .re,asts . maret tre"ds a"d maret grwth
%#ust a"d tra"s/are"t maret resear,h methdlg3 ,"du,ted i"-,u"tr
%ur market researc reports answer ,uestions suc as:
4hat is the maret si&e . Bis,uits i" aista"
4hat are the majr #ra"ds i" aista"
'w will i",reasi"gl vlatile wheat ,mmdit /ri,es im/a,t retail /ri,es a"d sales
/er.rma",e 4hat are the maret //rtu"ities .r high .i#er /rdu,ts
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'w are #is,uits ma"u.a,turers #ala",i"g ,"sumer dema"d .r #th health a"d
i"dulge"t /rdu,ts
-y buy tis report.
Hai" ,m/etitive i"tellige",e a#ut maret leaders
Tra, e i"dustr tre"ds3 //rtu"ities a"d threats
=".rm ur mareti"g3 #ra"d3 strateg a"d maret devel/me"t3 sales a"d su//l
.u",ti"s
*iscuits in Pakistan201* saw ma"u.a,turers i"vest heavil i" lau",hi"g "ew /rdu,ts a"d mareti"g ,am/aig"s .r
e>isti"g /rdu,ts The #iggest str was the lau",h . 6re # @"ti"e"tal Bis,uits td The
lau",h was a,,m/a"ied # a" e>te"sive mareti"g ,am/aig"
Pro+uct View4'IAT H6C is a u"i:ue wheat #is,uit /rdu,t ..ered # AB@C Baers 4'IAT H6C is
ideal s"a, .r thse wh are seei"g a health li.e stle Sugar .ree varia"ts mae it the ideal
s"a, .r dia#eti, a"d .r a health ,"s,ius /e/le
Company "napshot:
Segmentation:
#emograpic• Age 2-!0 ears
• He"der Male a"d Female
•
=",me Mre tha" %S000E M"th Psycograpic
4'IAT H6C has ad/ted itsel. a,,rdi"g t ,"ve"ie",e a"d i.e stle . ,"sumer
Nice $egmentation
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http://www.euromonitor.com/biscuits-in-pakistan/reporthttp://www.euromonitor.com/biscuits-in-pakistan/report
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4'IAT H6C is s/e,iall desig"ed .r the /e/le wh a,tuall wa"t smee"erg a"d /assi" i" #is,uits
Targeting:
Primary 'ealth ,"s,ius me" a"d wme" #etwee" the ages . 2-!0 ears
$econ+ary %etired /ers"s wh are availa#le i" ,lu#s a"d /ars
Positioning:
A #is,uit whi,h ee/ u /assi"ate a"d e"ergeti,
&escription:
Market Share, Sales, Growth
I"glish Bis,uit Ma"u.a,turers ,"ti"ued t lead #is,uits with a retail value share . K i" 201*3
.llwed # @"ti"e"tal Bis,uits td with a 1K share These ,m/a"ies ,"ti"ued t dmi"atewith their str"g /rdu,t /rt.li3 str"g mareti"g i"vestme"t a"d e>te"sive distri#uti"
sstem A #is,uit is there.re e>/e,ted t have a value @AH% . K at ,"sta"t 201* /ri,es
duri"g the .re,ast /erid
SWOT
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Strength*ealth !iscuit+ 'ive passion and energy
Weaknesses,ack o( "apital+ ,ack o( expertise+ Minor market share
Opportunit-ntapped !iscuit Market
Threatse& Entrants and Su/stitute
!e "ene#its Source o( energy and passion
!rings happiness in li(e
"onsumer can en0oy good health &ith the use o( our product
Perceptual Map
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$ategor %evelopment &nde' ($%&)
the $%& is more then *++ then we advertise theproduct in our catogeries
"rand %evelopment &nde' ("%&)
the $%& is more then *++ then we advertise
the product in our catogeries
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Competitor e!iew:
4'IAT H6C has di..ere"t ,m/etitrs lie $3 ea .rea"s3 Brita""ia Sugar .ree Bis,uit3
Cigestive a"d Ti..a" #ut this /rdu,t is a /remium ,lass /rdu,t 4hi,h will ee/ u
e"ergeti, a"d /assi"ate whle da
$uyer Analysis:
'ar%eting Goals:
Creati)e *rief
/#iet -eat *iscuit01-H"AT G%L#23
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Communication (b)ecti!e
The mai" #je,tive t i",rease the aware"ess . a /rdu,t a"d /rmte its .eature a"d retai" ur
/rdu,t a"d its :ualities i" the mi"d . the /u#li,
Target Audience
'ealth ,"s,ius me" a"d wme" #etwee" the ages . 2-!0 ears is a /rimar targetaudie",e where the audie",e shuld #e #el"gi"g t ,lass A whi,h alwas wa"t t e>/erie",e
"ew thi"gs %etired /ers"s wh are availa#le i" ,lu#s a"d /ars is a se,"dar target audie",e
Ad!ertising (b)ecti!e
Advertiseme"t #je,tive is t i",rease Bra"d aware"ess a"d the dema"d . a #ra"d
Consumer 'essage
A #is,uit whi,h is s/e,iall made t ee/ u e"ergeti, a"d /assi"ate whle da
Competition
4'IAT H6C has di..ere"t ,m/etitrs lie $3 ea .rea"s3 Brita""ia Sugar .reeBis,uit3 Cigestive a"d Ti..a"
Ad!ertising Tone
Trust 4rth a"d =""vative
Ad!ertising 'edium
="-Stre L 6utdr advertiseme"t3 Brad,ast Advertisi"g a"d S,ial Media
'andatory Elements
g3 rdu,t =mage3 Crawi"g Te>t3 ri,e3 Be"e.its a"d a ,m/a" we#site
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Promotional Program "ituation Analysis:
&M$ O-ective and Strategies
Awareness o-ective1e use it /ecause ma0ority o( our target audience is una&are a/out the product
and the use o( this o/0ective is to generate a&areness o( our /rand.
$reative .ecommendations
Advertising o-ective2he main o/0ective o( our advertising campaign is to give a&areness and
kno&ledge to our target audience.
Message strateg1e used "ognitive strategy /ecause the /asic purpose o( using this strategy is
to tell /ene(its+ attri/utes and give a&areness a/out the product.
Message Appeal1e used rationale appeal in our advertising campaign /ecause it gave exposure
to consumer (or making a &ise decision a/out the product.
Media .ecommendations
Product assessment
1hat gold is coconut (lavored crunchy /iscuit made o( &heat &hich is light in
nature &ithout sugar. 2he target markets are ur/an male and (emale &ho are
usually /usy people. 2hey are also health conscious and have dia/etes pro/lem.
2hey have lesser time (or cooking3making snacks (or a(ternoon3evening or on the
go. )or those consumers &heat gold is per(ect as it is light+ easy to digest+
healthy and tasty /iscuit. 1heat gold is relatively high priced and is a /it higher
involvement product so consumers are expected to /uy the product more
consciously as per their health. TV$:
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1*EA2 '4,D primary target /uyers are &orking class ladies and men also so
the 2V advertisement should /e made /ased on those target audience.2V" should /e /roadcasted on the ma0or 2V channels like P2V+ 'E4 ne&s+
Dunya ne&s+ Express ne&s+ *um 2V+ A%5 Digital+ 'eo 6ahani and other ma0or
channels. !roadcasting time should /e usually in the early morning and evening
during ne&s presentation as most o( the &orking class (ollo&s ne&s more
(re7uently. Also during the daily reality 2V sho&s at night programs like 8nam
ghar+ :eet ka dum; etc should /e /roadcasted..adio:
%adio advertising also might prove e((ective as many o( the &orking &omen and
men listens to the radio during going to o((ice or coming /ack (rom o((ice. Due to
the tra((ic 0am+ a ma0or portion o( the day a &orking lady and men has to stay
stuck at the road.So %adio ad during the morning pick hour and at the evening pick hour should /e
/roadcasted to gra/ the attention o( the &orking class. Ma0or %adio "hannels like
%adio #$+ #$$ should /e used (or the advertising.Print Media (/ewspaper)
e&spaper Ad could /e a ma0or source (or /randing. t is o/vious that the target
market o( 1*EA2 '4,D /iscuit is de(initely going to read the ne&spaper at least
once a day.So a ne&spaper advertisement &ill ensure maximum exposure to the target
market. 2he daily ne&spapers like 8:ung;+ 8o&ay &a7t+ 8Express;+ 8aya
Akh/ar; etc could /e used (or print advertisement. 2he /est position (or the
ne&spaper ad &ould /e in the (ront page or the last page o( the ne&spaper
&hich contains the ma0or ne&s o( the day. )or cost minimi?ation+ ad could /e
posted on the /usiness page or at the entertainment page /ecause these are the
most read page a(ter (ront and last page.
Print Media (maga0ines)
Maga?ines are also e((ective medium (or advertisement.1orking &omen and men are exposed to entertainment maga?ines like 8Aurora ;
+ 8)amily;+ 8Sunday;. An ad on those maga?ines &ill expose the /rand to the
&orking ladies and men. 4ther /usiness maga?ines like 82he economist;+8etmag; or 8!rand )orum; also &ill get high exposures. 4ther diversi(ied
maga?ines like 8cutting edg;+ 8Mag the &eekly;+ 82extile 0ournal; etc also can /e
used (or advertising.Online and Social Media
1ith the development o( internet and &e/site+ online and social media has
/ecome the most popular (orm o( advertisement.
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4nline portals like %o?ee .pk+ 0o/?.pk or ne&s portals like+ social express ne&s
and ,inked n etc are visited /y million peoples each day. !uying3selling portals
like 84,@;+ 8!olee.pk; or 8Ama?on; are also (re7uently checked /y our target
segment. So these sites also should /e utili?ed.Social media like )ace/ook or 2&itter ena/les us interact directly &ith the
consumers. 2his can help us get (eed/ack (rom our consumers. So &e have to
actively post in(ormation and promotional message in )ace/ook and 2&itter (an
page.
Pulic .elation and $S.:
)or our Pu/lic %elations e((orts+ &e &ill sponsor a (undraiser (or the 8"ancer care hospital and
research center ,ahore; (or the research o( cancer. @enium !iscuit industry &ill donate %s.# (or
every gm package and %s. (or #B gm package sold in the next one year a(ter the reClaunch
o( 1*EA2 '4,D /rand. Ads &ill /e placed in all o( the selected maga?ines and ne&spapers
mentioned earlier.
1e chose this (oundation since 99 percent o( people diagnosed &ith /reast cancer are &omen.
Since &orking &omen are our target audience although men also+ &e &anted to choose a
(oundation they (elt strongly a/out and could relate &ith. And this cause also serves the purpose
o( "S% or "orporate Social %esponsi/ility.
"illoard Advertising:
1e &ill display advertisements on /ill/oards along high tra((ic roads and high&ays+ &hich &ill
increase our likelihood o( reaching a large percentage o( our audience. %eaching people &hile
they are in their vehicles &ill increase the possi/ility o( immediate purchase.
)or our product &e have chosen places like D*A+ "antt+ "anal road+ Shadman+ !ehriya to&n+
1elinshiya to&n. 4ther ma0or cities like slama/ad+ 6arachi+ %a&alpindi+ 'u0ran&ala+ Sialkot
should /e covered &ith /ill/oard ads. As &e are targeting the &orking &omen and men+ so our
/ill/oard ads should /e con(ined &ithin the city limit and outside as &ell.
Sponsorship
As &e already kno& our target market is &orking &omen and men so any association
&ith /oth men and &omen related issue &ill help us &ith maximum exposure. Small and
medium enterprise trade (air and exhi/ition related &ith men and &omen should /e
sponsored /y 1*EA2 '4,D.
"udget "reakdown Print media # Million
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2v add+ 2vc and radio Million
Social net&orks B Million
!ill/oards test marketing B Million
Sales Promotion .ecommendations )ree sampling
2est marketing
$udget "ummary
1e have #$ million %upees o( total /udget (or &heat gold /iscuit marketing campaign.
Print media share is # Million+ 2v add+ 2vc and radio Million+ Social net&orks B Million+
!ill/oards test marketing /udget is B Million %upees
eferences
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