ADVERTISING FINAL REPORT 2017

______________________________________________________________________________

SUBMITTED TO : PROF. JAHANZAIB YOUSAF

SUBMITTED BY : ROHMA AHSAN (0048)

ALI RAZA NAEEM (0071)

ANSA HUSSAIN (0074)

YUSUF RAFI (0051)

MUHAMMAD SAAD (0064)

CLASS / SECTION : BBA-1A

SUBJECT : ADVERTISEMENT

SUBMISSION DATE : 14-06-2017

(WEDNESDAY)

BACHELORS OF BUSINESS ADMINISTRATION

University of Central Punjab

FSD CAMPUS

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 ADVERTISING FINAL REPORT 2017

TABLE OF CONTENTS

Contents
1. Executive summary..................................................................................................................... 4
2. Introduction ................................................................................................................................. 4
2.1 Organization structure & hierarchy ....................................................................................... 5
2.2 Product Review: .................................................................................................................... 5
2.3 Product line ........................................................................................................................... 5
2.4 Target market ........................................................................................................................ 5
3. Product analysis .......................................................................................................................... 6
3.1 Product life cycle issue .......................................................................................................... 6
3.2 Existing brand theme messages and appeal .......................................................................... 6
4. Competitor communication & promotion ................................................................................... 6
5. IMC campaign objectives ........................................................................................................... 8
6. New promotional strategy ........................................................................................................... 8
6.1 Campaign intensity & duration ............................................................................................. 8
6.2 Creative strategy including overall theme, appeal and message concept ............................. 8
6.2.1 Creative strategy ............................................................................................................. 8
6.2.2 Copy Platform................................................................................................................. 9
6.3 Basic problem or issue the advertising must address ............................................................ 9
6.4 Campaign theme .................................................................................................................... 9
6.5 Campaign Appeal : ................................................................................................................ 9
6.6 Execution and technique to be used: ..................................................................................... 9
7. The promotional mix................................................................................................................. 10
7.1 Advertising objectives ......................................................................................................... 10
7.2 Public relation objectives .................................................................................................... 10
7.2.1 Building Product Awareness ........................................................................................ 10
7.2.2 Creating Interest ........................................................................................................... 10
7.2.3 Providing Information .................................................................................................. 10
7.2.4 Stimulating Demand ..................................................................................................... 10

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 ADVERTISING FINAL REPORT 2017
7.2.5 Reinforcing the Brand .................................................................................................. 11
7.3 Sales Promotion objectives ................................................................................................. 11
7.3.1 Building Product Awareness ....................................................................................... 11
7.3.2 Creating Interest .......................................................................................................... 11
7.3.3 Providing Information .................................................................................................. 11
7.4 Stimulating Demand ............................................................................................................ 11
7.5 Reinforcing the Brand ......................................................................................................... 12
7.6 Salesforce Strategy .............................................................................................................. 12
7.6.1 Sales Growth................................................................................................................. 12
7.6.2Sales Force Turnover ..................................................................................................... 12
7.6.3Repeat Customers .......................................................................................................... 12
7.6.4 Up-Sell Strategies ........................................................................................................ 12
7.7 Sponsorship Objectives; ...................................................................................................... 13
7.8 Proposed BTL objectives .................................................................................................... 13
7.9 BTL tactics .......................................................................................................................... 13
8. Budgeting .................................................................................................................................. 14

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1. Executive summary
Yummy is basically frozen desert brand located in Lahore. Currently this company
isoffering different ice cream brands with different flavors and size. Their prices aresomehow
higher from the competitors. In their promotional tools company is usingPamphlets and posters.
Company should go for better promotion of their products. Theymust target some cities of Sindh
as well as they are currently operating in only Punjab,Baluchistan and KPK. Many factors affect
unfavorably to company’s effectiveness like strikes, cultural values, technology, inflation,
interest rate and legal proceedings. Company has low threat of newentrant in the market and only
two strong competitor at this time (Walls and Omore). Apartfrom this Substitutes office cream
are pudding, milk and yogurt. Yummy should focus ontechnology in order to make its
production function efficient.

2. Introduction

In 1981, yummy ice cream was found by an army officer Mr Hamid Nawaz and then
Itwas acquired by MrIjaz Ahmed in 1986. This company is registered under
Companiesordinance 1948 and its registered office is located at industrial area Kotlakhpat
Lahore.Company mission is to serve consumers with pure and quality ice cream regardless ofany
age distribution. Yummy has strong chain of competitors like walls, Omore, igloo andhico.
Yummy was the first company who introduced door to door service of providing icecream
through tri cycles and also concept of ice cream parlor in Pakistan. Yummy icecream has their
own ice cream parlors in various cities of Pakistan and company'saverage sale is around 3
Million per day in summer. Currently this company is working is Punjab, Baluchistan and KPK.
At currently is operating in Punjab NWFP and AZAD Kashmir region.Its sale contribution is Rs
3000,000 per day average in summer season.

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2.1 Organization structure & hierarchy

2.2 Product Review:

 Required Temperature: Below -18°C.
 Life time (Out of freezer): 25 min.
 Expiry: 18months.
 Packaging: Multiple packaging

2.3 Product line

There are eight main products of yummy ice cream including:

 Yummy (ice cream)

 Smoothie (organic cocktail)
 Juicy (water melon juice)
 Yum yum (coconut milk)
 Sweet (pineapple)
 Delicious (candy apple)
 Fresh (lemonade)
 Cocktail (milk shake)

2.4 Target market

Individual market

 junior market : ages between 2 to 12 years old.

 Intermediate market : between to 13 to 23 years old.
 Senior market : starting from 24 years.

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Business market

 Wholesalers : shopping outlets and restaurants

 Organizations : firms and companies

3. Product analysis
3.1 Product life cycle issue
There were two main issues with this company are as follow. These were the
main reason that why this company face downfall and why it get out of the market.

 Weak advertising campaign

 No innovation

3.2 Existing brand theme messages and appeal

The currently running campaign of walls is mother’s day special. This
commercial was on air on television and social media during mother’s day. In that
messages the theme was that the childrens are now a day so much connected and addicted
to the social media that they don’t even bother what is going on in their surroundings. In
that commercial the mother want to be attached with her children but they were ignoring
her and very busy in their personal life. The company give a message that we should give
some time to our family and specially mother. So this was the theme of that commercial.

4. Competitor communication & promotion

Research has studied the impact of message repetition on audience response towards
advertising and reveals that ad repetition increases accessibility of information featured in
advertising (Calder and Sternthal, 1980). This is because ad repetition can facilitate learning,
contribute to liking a message, increase consumer’s familiarity with the product and enhance
positive association of customers with the messages directed at them (Machleit and Wilson,
1988; Moorthy and Hawkins, 2005). From the above argument, the media strategy was
developed to ensure repetition throughout the advertising campaign.

MEDIA MEDIA VEHICLES MEDIA TRENDS AND SCHEDULE

CLASS
TELEVISION Network TVs – national Network TVs – the chosen trends are NTV7
television networks and RTM 2. These are the most popular
selected (e.g. RTM 2 & Network TVs in Malaysia and the coverage
NTV 7). frequency is high, thus the opportunity to see is

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also high. Ads will be displayed on these

networks twice per week ( 2 x 2 x 30seconds)
for the first 3 and last 3 months of the campaign.

RADIO  Hitz.fm These chosen radio stations are the top English,
 Light Fm Bahasa Malaysia and Chinese speaking radio
 My Fm
stations respectively in Malaysia. Adverts will
be available on a random frequency basis for 60
seconds on weekdays and 90 seconds on
weekends.
NEWSPAPERS  Star The reach of this print cast is substantially high
 Borneo post and the advert is expected to cover an 50 reach.
Adverts will be placed on the newspaper thrice
per week. Weekday adverts will be an ear piece
ad (4.5cm x 4.5cm) , and weekend ads will be
8cm x 8cols full colour
MAIL ORDER  Homes Brochures and pamphlet will be distributed in
 Post Boxes various homes across Malaysia, to inform them
of the new product and the product features.
This will be done on quarterly bases.
OUTDOORS  Posters. Posters will be placed at outdoor stations such as
bus stations and shopping outlets to further
promote the new product. The reach is expected
to be up to 70 reach per coverage area because
the audience will have more time to read the
information contained in the advert.
MASCOTS  Mr. Bee’s Mr. Bee’s Mascots will be deployed to schools
and kid’s playgrounds to offer free ice creams,
play with the kids and put them into exciting
competitions. This will be done on New year
day, Hariraya day and Chinese new year.
INTERNET  Website A personal website, Fan page (FaceBook) and
 Fan page Forum page (Tweeter) will be created to run
 Forums
throughout the advertising campaign.

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5. IMC campaign objectives

Once the audience is defined, the next essential step for a successful marketing campaign
is to define what the campaign will accomplish with its IMC efforts. Although many
marketing campaigns may be oriented toward a single objective, but the IMC campaign for
Yummy ice cream holds just more than one objective :

 The first objective is to reach the consumer market that we have lost and to convey our
message again.
 The campaign might focus primarily on building awareness and persuading people to
engage with a product, as a stepping-stone towards generating demand and increasing
sales.
 To step in the market and compete with the competitors once again and reviving yummy
again as one of the most oldest national dairy product company.

6. New promotional strategy

6.1 Campaign intensity & duration

It turns out that there is an ideal length of time to run a multi-channel marketing
campaign, and that ideal length is 45 days. 45 days is slightly more than 6 weeks, which
research has proven is approximately how long it takes any of us to develop a habit or
learn a piece of information so profoundly that we’re able to retain and recall it later.
Exposing your customer base to a focused marketing message for that period of time
ensures that you’ve shared the information long enough for them to get it and act on it. If
your campaign is shorter than 45 days, you are reducing the likelihood of your customers
seeing and grasping the message you’re sharing. So the campaign duration for Yummy
ice cream would be 45 days.

6.2 Creative strategy including overall theme, appeal and message

concept

6.2.1 Creative strategy

Most ads are part of a series of messages that make up advertising

campaign, which is a set of interrelated and coordinated marketing
communication activities that center on a single theme. Determining the unifying
theme around which the campaign will be built is an important part of the creative
process, as it sets the tone for the individual ads and other forms of marketing
communications that will be used. A campaign theme should be a strong idea, as
it is the central message that will be communicated in all the advertising and other
promotional activities.

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6.2.2 Copy Platform

The written copy platform specifies the basic elements of the creative
strategy. Different agencies may call this document a creative platform or work
plan, creative brief, creative blueprint, or creative contract.

6.3 Basic problem or issue the advertising must address

The basic issues that the advertisement or the campaign must address are :

 Low sales
 Low brand image
 Less customer count
 No stable market place

6.4 Campaign theme

The campaign theme basically revolves around the spirit of patriotism and
vanishes the boundaries of provinces and individualities. The name of the theme is “hum
sub ka Pakistan”. The main idea is to bring all the communities and cultures of Pakistan
all together on Pakistan’s 70th Birthday. (this august).
The idea is to design news paper adds, TV commercials and print media adds
including social media campaigns. This includes the redesigning of the ice cream
packaging of Yummy dairy products. That would be having a colorful base with a
crescent and star on it having different patterns depicting the cultures of different
provinces of Pakistan.

6.5 Campaign Appeal :

The appeal would be “patriotic appeal/ approach” to attract customers, it could
also be termed as emotional appeal/ approach.

6.6 Execution and technique to be used:

The execution style of advertisement would be
 Slice of life :Depicts people in normal settings, such as at the dinner table or in
their car.
 Mood or image :builds a mood or image around the product, such as peace, love, or
beauty

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7. The promotional mix

7.1 Advertising objectives

The advertising objectives are:

 The first objective is to reach the consumer market that we have lost and to
convey our message again.
 The campaign might focus primarily on building awareness and persuading
people to engage with a product, as a stepping-stone towards generating demand
and increasing sales.
 to step in the market and compete with the competitors once again and reviving
yummy again as one of the most oldest national dairy product company.

7.2 Public relation objectives

7.2.1 Building Product Awareness

When introducing a new product or relaunching an existing product,

marketers can use a PR element that generates consumer attention and awareness
through media placements and special events.

7.2.2 Creating Interest

Whether a PR placement is a short product article or is included with other

products in “round up” article, stories in the media can help entice a targeted
audience to try the product. For example, around the holiday season, a special
holiday food may be promoted with PR through promotional releases sent to the
food media or through special events that sample the product.

7.2.3 Providing Information

PR can be used to provide customers with more in depth information

about products and services. Through articles, collateral materials, newsletters and
websites, PR delivers information to customers that can help them gain
understanding of the product.

7.2.4 Stimulating Demand

A positive article in a newspaper, on a TV news show or mentioned on the

Internet, often results in a discernable increase in product sales.

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7.2.5 Reinforcing the Brand

In many companies the public relations function is also involved with

brand reinforcement by maintaining positive relationships with key audiences,
and thereby aiding in building a strong image. Today it is ever more important for
companies and brands to build a good image. A strong image helps the company
build its business and it can help the company in times of crises as well.

7.3 Sales Promotion objectives

7.3.1 Building Product Awareness
Several sales promotion techniques are highly effective in exposing
customers to products for the first time and can serve as key promotional
components in the early stages of new product introduction. Additionally, as part
of the effort to build product awareness, several sales promotion techniques
possess the added advantage of capturing customer information at the time of
exposure to the promotion. In this way sales promotion can act as an effective
customer information gathering tool (i.e., sales lead generation), which can then
be used as part of follow-up marketing efforts.
7.3.2 Creating Interest
Marketers find that sales promotions are very effective in creating interest
in a product. In fact, creating interest is often considered the most important use
of sales promotion. In the retail industry an appealing sales promotions can
significantly increase customer traffic to retail outlets. Internet marketers can use
similar approaches to bolster the number of website visitors. Another important
way to create interest is to move customers to experience a product. Several sales
promotion techniques offer the opportunity for customers to try products for free
or at low cost.
7.3.3 Providing Information
Generally sales promotion techniques are designed to move customers to
some action and are rarely simply informational in nature. However, some sales
promotions do offer customers access to product information. For instance, a
promotion may allow customers to try a fee-based online service for free for
several days. This free access may include receiving product information via
email.

7.4 Stimulating Demand

Next to building initial product awareness, the most important use of sales
promotion is to build demand by convincing customers to make a purchase. Special
promotions, especially those that lower the cost of ownership to the customer (e.g., price
reduction), can be employed to stimulate sales.

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7.5 Reinforcing the Brand
Once customers have made a purchase sales promotion can be used to both
encourage additional purchasing and also as a reward for purchase loyalty. Many
companies, including airlines and retail stores, reward good or “preferred” customers
with special promotions, such as email “special deals” and surprise price reductions at the
cash register.

7.6 Sales force Strategy

7.6.1 Sales Growth

The most basic of sales force objectives is to raise the total sales numbers
in each period, generally each week, month or quarter. Sales forces record the
number of customers served daily, and sales managers view detailed reports
displaying trends in daily sales volume. An example of a strategy used to achieve
a revenue growth objective is to institute a commission compensation program for
salespeople in addition to base salaries. This can motivate salespeople to push
themselves harder to beat their personal sales records.

7.6.2Sales Force Turnover

The sales component of marketing can experience one of the highest

employee turnover rates of any area of business, as new salespeople are often ill
equipped for the stresses and demands of the job. One possible objective of sales
forces is to continually reduce their level of employee turnover, which can
increase sales productivity and reduce training costs. Two possible strategies to
achieve this objective include rewriting job postings to make sure job applicants
fully understand the nature of the work, and adding stress and conflict
management role-playing scenarios to new-hire training programs.

7.6.3Repeat Customers

Repeat customers can be a company's most profitable customers. One

possible objective of a sales team is to increase the number of sales made to
existing customers compared to first-time buyers. Customer-relationship
management or CRM strategies can help to achieve this objective, strengthening
relationships with customers and turning repeat customers into champions for the
brand.

7.6.4 Up-Sell Strategies

In settings where customers come to salespeople, such as retail outlets and

inbound call centers, sales forces commonly have an objective of increasing the
average total amount of each transaction through a technique called up-selling.
Up-selling is the art of strategically suggesting one more item to compliment what

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 ADVERTISING FINAL REPORT 2017
a customer has already ordered. While up-selling can contribute to the sales
growth objective mentioned above, it can also reduce inventory holding costs,
reduce inventory cycle time and boost profitability. Sales team competitions with
rewards that employees actually want can motivate team members to try up-
selling with each customer and to be more strategic in their up-selling pitches.

7.7 Sponsorship Objectives;

 To provide a platform for corporate hospitality / entertaining clients
 To shape consumer attitudes
 To communicate commitment to a specific target audience
 To provide a point of differentiation from competitors
 To inspire staff
 To launch a product or service
 To combat a competitors’ larger advertising budget
 To generate media interest
 To maximize product sampling opportunities

7.8 Proposed BTL objectives

 Customer retention
 Sales increase
 Brand awareness
 Brand promotion
 Ramadan package promotion
 Stimulating demand

7.9 BTL tactics

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8. Budgeting
Item (s) Projected Projected Projected
Expenditure Expenditure Expenditure
(20__) (20__) (20__ / 20__)
First Quarter Second Quarter Third Quarter
March - June July - October Nov - Feb
One marketing consultant and two
marketing executives
Production cost (TV Ads)
Production cost (Radio Ads)
Production cost (Printed Ads)
Cost of Airing Network TVs
Cost of Airing Radio
Newspapers
Merchandising
Mail orders
Poster Ads
Internet Ads
Mascot Ad and Free Gifts for Kids
Total cost

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