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Fashion Communication

(Promotional Campaign)
Presented to : Sir Hammad
Khawaja
Presented by : Karam
Masud

Abstract
Men's Store is bringing the
brand Mango officially as a
standalone entity for the first
time in Pakistan, including
their latest Spring/Summer
and Fall/Winter 12 collection.

Aims
Introducing Mango to Pakistan (Lahore)
with great impact.
Creating brand awareness for the potential
customers and brand loyalty for the
customers who are aware of the brand.
To promote the brand among the young,
urban clientele as high-quality clothes,
without getting behind on the latest trends.
To establish the brands identity as
fashionable, trendy, young and urban.

Objectives
Market the brand as for prelaunch, launch and creating
brand loyalty as for post launch.
To promote the new line of
trendy Mango clothing and build
image of the new trends in the
potential and savvy customers.

Methodology

Selecting the combination of Media Form and Media


Vehicles which will include print media having
magazines like (GT, Niche etc.) and Billboards
(Gulberg, M.M Alam and Defence). Other Mediums
include Television (Style 360),Internet (Facebook)
and SMS.

Public relations will be focused upon including press


release and pictorials of the brand.

Special event will be held in order to promote the


brand (institution) and products (promotional).

Through constant and alternative marketing, to keep


the brands image fresh and unmatched.

Emphasis in every campaign Mango is in season.

Phases of Launch
Pre launch

Creating brand awareness and excitement


Mango is in Season!
Picture of celebrity brand ambassador
Promoting on Facebook

Billboards

Magazine
s

Launch

Press
release

Streamers Internet

Huge impact
Special event (Trunk show)
Mango Everywhere

Trunk show

Billboard

Magazines

SMS

Streamer
s

Media Forms and Vehicle


Launch
Pre Launch

Billboards
M.M Alam Road
Size: 45x30 ft

Defence Chowk
Sizes: 90x30 ft

Jinnah Flyover
Sizes: 60x20 ft (Vertical)

Internet
Facebook
Magazines
GT
Niche
FAQ
Press release
Dawn
Streamers
M.M Alam Road
Main Boulevard

Trunk show
In-store (Xinhua Mall)
Billboard
M.M Alam Road
Defence Chowk
Jinnah Flyover
Magazines
GT
Niche
FAQ

SMS
To all existing Mens Stores and
potential customers
Streamers
M.M Alam Road
Main Boulevard

Billboards

Billboards

Billboards

Press Release

Magazine Ads

Magazine Ads

Streamers

Outlet (Concept)

Trunk Show (Event)

Budget for Launch and Pre-launch


Billboards
Location
Main boulevard
Defence
Boulevard
(Signal)
Sherpao Bridge
Cavalry (Jinnah
Flyover)

Rates (Rs)
1,750,000
1,800,000

1,200,000
1,500,000

Total: 6,250,000
Streamers
Location
Rates (Rs)
M.M Alam
198,000
Liberty Main Road
123,200
Main Boulevard
297,000
Total : 618,200
Note: tax per poll is Rs. 2750 and the streamer
cost is Rs.550

* Budgeting for 3 months (for the Duration starting a


month before pre-launch to post launch)

Budgeting
Newspaper
Vehicle
Dawn Newspaper

Rates (Rs)
100,000
(Front Page)

Television
Vehicle
Style 360

Rates (Rs)
200,000

Mango fashion Shows to be released on the Media


channels (Weekly)

Magazines
Vehicle
Niche
FAQ
GT

Rates (Rs)
70,000
60,000
38,000

Special Launch Event


All arrangements will be done by
the PR company (JNS)
All the celebrities and socialites of
the country will be sent invitations.
There will be energetic music,
starter and virgin cocktails.
The main highlight of the event will
be the trunk show
Interior decoration

Launch Event (Trunk


Show) Rates (Rs.)
Service
Invitations

6,000

Models

125,000

Refreshment

80,000

Valet Parking

9,000

Wall Branding

10,000

Ushers

10,000

Photography of event/Video of
the event
Dcor

20,000

Drinks

16,000

Music/DJ/Multimedia

100,000

PR

Total

406,000

30,000

Total Budget
Billboards

6,250,000

Streamers

618,200

Magazines

168,000

Newspaper

100,000

Launch Event (Trunk Show)

406,000

Television (Style 360)

200,000

Total

7,742,200