Program:

BEACHLOR of BUSINESS ADMINSTRATOR

Submitted To:

Prof : Sohail Shab

Group Leader:

Submitted By:

M.TARIQ

11344

Class:

BBA (7) A

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Acknowledgement and dedication

Acknowledgement:First of all we are thankful to one and only the Almighty Allah and his prophet Mohammed (PBUH) for always guiding us in the thick and thin and giving strengths and courage to complete this project, without them nothing would have been possible. Our special thanks to our teacher Sohail Shab who not only provide us Opportunity to do this

assignment but also paid a Fair attention to do it. Then we would like to thank our parents whose prayers and support have always been influential in our lives. Finally we would like to thank all the people who directly or indirectly helped us out in this, and a thank you goes to the organizations whose data we used in this project as well.

Dedication:-

To Almighty Allah and his prophet Mohammed (PBUH), and to Our loving parents who gave our life to face the world and to our dearest sisters who gave us a lot and always there for use whenever we need them we also dedicate to all our teachers specially Prof. Sohail Shab to teach us and help us in every knowledge activity that we were done.

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Introduction of Triple EM PVT.COM

Triple EM PVT is the well knows private brands in snack food industry of Pakistan. TripleEM has launched the brands name super crisp chips and Frankies chips. Triple EM is the market leader in the snacks industry having the market share of 53.33%of the total snack industry.

Demand and Supply:According to the industry sources the demand does market mix in respect of the potato chips is the highest in the age group of 11 to 20 years.

Market Mix:-

Age Group (Year)

Market Mix

5-10 11-20 21-35 36- above

30% 35% 20% 15%

The demand of present market is met by the mix of branded and unbranded chips available in the market. There is 60 percent of the population which is brand loyal. Therefore, remaining 40percent of the unbranded market can be tapped.

Supplier Market:Branded 60% Unbranded 40% On the basis of data collected and survey of the market, current total market is essential at 20000 tons of potato chips which are segregate. Production Introduction:I am Re launching the advertising campaign for Frankiess Potato chips previously launch by international brand Triple-em Pvt limited.

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Focused Group:We have conducted the focused group from 15 to 15 year young consumer of potato chips the following points are be noted. The consumer did not have any awareness of franchises chips. Most of the focused group participants did not have Frankies at top of mind position. Mostly is recognized by advertising recall.

BTL MARKETING & BRAND ACTIVATION: For increasing the market share and maintaining brand connect with desired T.G (target group), marketing communication strategy of executing BTL services is very helpful in influencing buying tendency of consumer/influencer group. Below the Line (BTL) Marketing and Brand Activation are two such marketing methodologies, which have a substantial weight age in marketing and sales initiatives taken by the company to improve sales and garner market share. As decided during the meeting, BTL Marketing will be done in the following three regions: Only Lahore

BRAND ACTIVATION:Branding is much more than advertising, merely offering supreme product features on a functional or emotional level is not sufficient as the consumer is educated and well aware now. Brand activation under BTL marketing offers focused audience branding at low cost. Activation plays an important role if a product is new or has been dormant in a particular segment of target group or region. We will be using the following tools for Experience Surya: Road show Dealer/retailer activation programs

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ROAD SHOW: As the product is fairly new, the strategy behind using a van for publicity is to create brand awareness. The van will go around different market in Lahore. We will narrow down the number of cities which will be covered by the van statewise. Based on the geographical area, we will draw a road map for the van and allocate number of days required for the campaign. A professional emcee (presenter) will also be hired. We will provide him a speech, which he will use to grab the attention of our target group and provide information about Frankies as well. He will also try to engage with the target group by playing some impromptu games and contests. Items like diaries, pens, key chains etc will be used as gifts and prizes. We will hire a team of promoters, which will be responsible for carrying out the campaign. We will design the overall look of the van, which will include designing the flexes, banners, poster and stickers. T-shirts and caps for the promoters will also be designed by us. We will distribute the following items during the promotion: 1. Leaflets 2. Key chains 3. Pens 4. Cds

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RETAILER/DEALER ACTIVATION PROGRAMS: Retailer/dealer Meets: We will be involved in planning and strategizing the meets. This will include: 1. Preparing educational AV presentations. 2. Designing the whole look and feel of the meet. 3. Designing backdrops, invitation mailers, gift items, t-shirts, caps and event collateral design. 4. Preparing the speech and other communication material. We will allocate one consultant from our side, who will coordinate and arrange the meets with the help of a marketing person from your end.

AREAS TO BE COVERED:The whole Lahore will be covered in one month.

ADVANTAGES OF ADAPTING:Using all the BTL methodologies mentioned above will render the following advantages: 1. Brand awareness. 2. Direct communication and engagement with the target group. 3. Creating a presence in the market. 4. Brand recalls value. 5. Long term leverage in realizing our marketing goals. 6. Gradual boost in the sales.

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Costing Sheet

Operational Cost

Number of Quantity

Rate Rs.

Total Amount

Work Day

1 month

Male salary

10

500

150,000

Supervisor salary

800

48,000

Equipment cost

1,60,540

Van rent

1800

3,600

Supervisor Fuel Allowances

300

600

Transportation

10,000

Briefing and Training Expenses

7,000

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Sub Total

3,79,740

Management Fees

15%

56,961

Sub Total

4,36,701

W/Tax @ 6%

26,202

Total

4,62,903

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