PROMOTIONAL PLAN

Bread1

MARVEL BREAD

It is a flavored bread with three flavors: ChocolateMangoStrawberry

2

LOGO

3

Brand name MARVEL Bread represents the amazing and exciting view of the product

SEGMENTATION Psychographic: Lifestyle & Social Class Behavioral: Benefits, interest & attraction Demographic: Age & Income geographical area: city size & urbanity

Target Market: Children Target Audience: Children, Mothers and

Youngster

Attributes (flavors) Value (added fun & variety to daily breakfast)

4

POSITIONING

TARGETTING

Introductory slogan:

“NO MORE BORING BREAKFASTS!”

Slogan to be used afterwards:

“BREAKFAST IS FUN!”

5

SLOGAN

DISTRIBUTION

Currently, introduced in three major cities:

LahoreKarachiIslamabad

6

PROMOTIONAL PLAN7

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.

STRONG PRODUCT DIFFERENTIATION No other flavored bread currently exists in

the market

8

PROMOTIONAL OBJECTIVES

To earn profits To compare To gain attention To inform To persuade To make target audience aware of our

product.

9

MEDIA BUDGET ALLOCATION

Electronic Media 60%

Print media 20%

Outdoor (billboards) 20%

10

ADVERTISEMENT11

TV AD

COPYWRITING(TV AD)

Copy platform

Big Idea

Copywriter’s pyramid

12

COPY PLATFORM

1. Target audience2. Satisfying need3. Features of product

Improved product ingredients high fiber content Carbohydrates B-vitamins Minerals Protein Fat Added nutrients: Calcium & iron

Good quality Unique packaging

13

4. Message Appeal Emotional

5. Geographic Boundaries National level broadcast on ATV, GEO TV etc

6. Timings For whole year Prime time & during children shows

7. Form of AD Message through expressions Background music Colors 14

BIG IDEA

Using only facial expressions, gestures and body language of a child about his/her

preferences of bread choice while the unique background music will be used, best

matched with the situation and expression.

15

TYPE OF COPY

1. Straight sell Copy Message conveys directly the main feature i.e.

flavor in the bread as compared to simple bread.

2. Device Copy Music & dramatic situation

16

COPYWRITER’S PYRAMID

1. Attention2. Interest3. Credibility4. Desire5. Action

17

ART WORK TV AD18

STORY BOARD

19

20

21

22

23

24

25

PRODUCTION(AD PLAY :----- )

26

ART WORKPRINT AD

27

TH

UM

BN

AIL

SK

ETC

H

28

RO

UG

H L

AYO

UT

29

FIN

ISH

ED

PR

INT A

D

30

MEDIA PLANNING & SELECTION

31

MEDIA OPTIONS

Television: GEO TV, ATV, ARY, HUM TV, Cartoon Network(Pak), Nick(Pak)

Newspapers: Dawn, Jang, Nawai-e-waqt, Khabrain

Magazines: Smash, US, Young world, Akhbar-e-jahan, Sunday magazine

32

Our sincere thanks to our teacher and fellows !

33