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Project Name Brand Campaign Objective Type of Project ON GROUND Description : : : : : Kitkat Sampling Drive Kitkat To generate trial of Kitkat in teens On Ground Media Production
Date: 15/1/2013
We want to sample to our target audience (14-21 M/F SEC A,B,C) in a state of
need, chocolates are consumed to enlighten dull moments, to reduce boredom. Sampling should be done at the ultimate moments of boredom or at places where the TA goes to seek fun. Deliverables : Float PR Kiosk Concert Event Conference
Other: To be decided Scale Cities : : Nationwide Karachi Rawalpindi Hyderabad Criteria of Success Objective : : Urban Lahore Faisalabad Multan Rural Islamabad Gujranwala Peshawar
MEDIA PRODUCTION
Other: _________________________________________________________ Criteria of Success the youth. : Sampling to one million consumers, trial generation and word of mouth with in
BRAND WORLD Brand Brand SKUs/Price Brand Essence : : : Nestle Kitkat Kitkat 2 bars, Rs.25 * Take a break
COMMUNICATION WORLD Past Communication : Present Communication: CONSUMER WORLD Target Market Psychographic: SEC: A,B,C Demographic: 14-21 Geographic: KLI Highly Sociable, Present on digital media NONE NONE
Anything else which helps understands Consumer: Impulse Product Manager/Administration staff COMPETITOR WORLD Competitor A: Cocomo Competitor B: Cadbury Perk Competitor C: Prince Chocolate Sandwich Timelines Budget
(Est)
: :
Brief Date: ________ Project Start Date: ________ Project End Date: __________ ___________ _________________________________________________________________________
APPROVAL