Beckon Ads AgencyTeam Members Registration Muhammad Naeem (Author) FA12-MBT-059Murtaza Haider FA12-MBT-057Zulkifal Raza FA12-MBT-093

Section: A

Contact:Mobile 03343389898

Introduction of Beckon Ads AgencyBeckon is newly establish agency and provide the promotional services to the client and also provides the advertising campaign. The agency also concern with ads making services. Beckon’s VisionBeckon’s vision is to be leading brand in advertisement agencies by carrying out successful marketing communication campaigns for our client in Pakistan. Beckon’s MissionWe will do this by a creative ideas, skillful team and expended medium of commination.Beckon’s Strategies An advertising strategy should support the marketing plan, which in turn supports the company business plan. In the Real World you will rarely be handed a marketing or business plan. So here's how to figure that out yourself. There are some strategies the company should use.

1. Content MarketingContent marketing derives all digital marketing lead generation programs. Whether in the form of an email, white paper and blog post. Common thinking suggests creating lots of helpful content grows agency’s website traffic as potential client are self-education.

2. Referral marketing The company will also use referral Marketing strategy to promoting products or services to new customers through referrals, usually word of mouth. Such referrals often happen spontaneously but businesses can influence this through appropriate strategies.

Agency Hierarchy system

Zulkifal Raza (CEO)

Saqib MahmoodVice president

Account services

Niqash Mudassar Vice president

Management Services

Muhammad NaeemVice President

Marketing Services

Murtaza HaiderVice President

Creative services

MediaJahanzaib Production Manager

Tabish ButtAccount Supervisor

Research

Muhammad AkramPurchasing

&Accounting

Job DescriptionCEO

Project managerThe main motive of the chief Executive Officer to manage and control the all hierarchy system of the agency.

Team management The duty of CEO is to work as a team leader and to set goals for team for completion of project.SupportSupport team in their task.

Vice President Account Services Budgeting

Budgeting is a key success for any project. The main motive of vice president of account services to prepare budget for each project for efficient result.

Financial statement He has also duty to prepare the financial statement of company for measuring the financial performance and financial position of the company.

Vice President Creative Services Production

Production word related with more client, the motive of vice president of creative services to deal with client with new and creative idea for advertising purpose.

Art and copyThe other role of creative services officer to design the advertising campaign with proper theme.

Vice President Marketing Services Media planning

Media planning play a vital role for any advertising campaign. The main responsibility of marketing officer select the write media channel according to the nature of product.

Marketing ResearchMarketing research is very important for any project. So the marketing services officer conduct the market research which include competitive analyses, market analysis, and market trend analysis.

Creative briefThe main role of marketing officer deal with client, provide marketing services and fulfill the needs of client with comprehensive creative brief of his advertising campaign.

Vice President Management Services Financing

Financing basically art of capital management so the vice president of management services play a role for the management of capital for each advertising campaign.

Purchasing The purchasing department play a role for media buying.

Creative Brief(Organic Foods Pvt. Ltd)(Organic Eggs)

(05/06/2015)Background Organic foods is a newly established company and has a product line of organic food items like meet, butter, milk and vegetables. The company has its own farms and fields and suppliers in different areas of Punjab. Now company is going to launch its new product as “Organic Eggs” and it is going to introduce its brand of organic eggs as Eggsellent. Brand StatementEggsellent is an organic eggs brand. Brand provides healthy organic eggs that provide Vitamin D, E and Protein. Communication ObjectiveThe objective of this campaign are

Reach the 80% the target market Increase the awareness promote the benefits of brand

Advertising ObjectiveThis campaign will increase the brand awareness and demand of brand.Consumer Massage“Savour the flavor of egg.”Key Consumer BenefitHealthy and natural product, Vitamin D, Vitamin E and Protein. Competition Local store brands.Advertising Tone The advertising tone will be used as rational and informative. Advertising MediumCombination of effective promotional tools.Tactical ObjectiveThe tactical objective is to increase 40% sale in one year and to improve profits.Company product and services facts and BenefitsThe key products of the company are butter and milk and now the company has decided to launch the organic eggs brand as Eggsellent. All the products are healthy and necessary for healthy life and also fulfills the requirement of Vitamin D, E and protein in Human Body.Company Structure Our creative team will focus to communicate the company’s product awareness and benefits. The motive of the creative team to create the product awareness and build brand knowledge.

Customers ProfileWe will be segmenting and targeting the customers through different ways

Geographic We will segment and target Lahore region and we will distribute our product through distributor in Lahore. After establishing significant market share in Lahore we will expand our market in other major cities of Pakistan.

Demographic For demographic customers profile we will segment and target the families who are more health conscious and buy organic food products. We will target women as they are food maker in home and they buy or suggests in purchasing food items.

Awareness levelThe focus of campaign will be directed at cognitive stage, which we create awareness and build the brand knowledge.

IMC campaign For Organic Food Pvt. LtdCompany BackgroundOrganic valley has a product line of organic food items like meet, butter, milk and vegetables. The company has its own farms and fields in different areas of Punjab and it also has a network of suppliers who provide it organic food items. Now company is going to launch its new Brand of organic eggs named as “Eggsellent”.

Brand introduction:Eggsellent is a new brand launched under the flagship of organic valley. This brand is going to offer organic eggs that are natural and healthy. Eggs will be sold in packages of 6 eggs, a dozen of eggs and 2 dozen eggs packs.

Purpose of IMC campaign Eggsellent it is newly launched brand so company needs to create awareness about the brand. After awareness stage the need is that build knowledge about benefit of organic eggs. So this campaign will target cognitive stage.

Communication Objective of IMC campaign The first objective to create awareness of brand so that the brand may be recognized by

the customer. The second phase of the campaign will to create knowledge about the brand so that

customer can to be move to the next stage of liking Educating society about their nutrition needs through natural and healthy food. To reach potential customers in major cities of Pakistan.

Segmentation, Targeting and Positioning of Eggsellent Brand

Segmentation for EggsellentEggs is considered in FMCG product category and it is majorly distributed through retailer. To major segments for the brands are Business to business consumers that will include major wholesalers and mega Marts i.e. Metro, Hyper star etc. other segments will be consumer segments this will segmented in following ways,

Geographic segment ( Lahore City ) Demographic segment ( families, especially women, ) Life style segment (health conscious people) Behavioral segment (user benefits )

Targeting for EggsellentOrganic eggs are rare in the urban areas so Eggsellent will target the Super market stores and consumers. We will target the major stores in Lahore city of Pakistan. People residing in urban areas are more educated and diet conscious they prefer organic food hence this segment has a large potential. In consumer segment we will target individuals who make shopping for families, which are mostly female members of families. We will also target people who are diet conscious

and they are also concerned about their food. The person who have sporty lifestyle and need proper diet for their fitness will also include in target market.

Positioning for EggsellentEggsellent is a perfect diet pack for healthy life seekers .these eggs are purely natural and

healthy.Big Idea/Tag line “Savour the flavor of eggs”Rational Reason to like or Buy Organic eggs have a high amount of protein, vitamin D and vitamin E those are very necessary for healthy and long life.Tactical Objective

The motive is to create awareness and developed brand awareness and knowledge. Increase share to 40% in one year

Tone/AppealThere are two types of appeal use for this campaign 1. Rational appeal and2. Informative appeal Media Tools There are some media tools will use for this campaign

Print ads Bill board (only outside of the big stores) Direct marketing E-marketing Event Discount offer limited

Promotional mix strategyPrint Ads:We will use the print media ads for creating the awareness and promotion of the newly launched brand. Ads will include the clear vision of the company along with the information for the customers which will inform and educate them about the product. These print ads will print in the daily newspapers and the weekly magazines. These ads will help to create the awareness, liking and preference. Reach of this media is high so it will help in getting more and more customers.In-store displays:We will place our flexes and banners inside the stores. These flexes will be placed in areas specified for food items. We will also hang our leaflets in stores.Bill Boards:Bill boards will be used outside the large stores like METRO and HYPERSTAR were most of household shopping is done. These billboards will help customers recognize or recall in store. Purpose of these billboards is to create awareness about brand among shoppers in mega stores and visits these stores on continuous basis so it will also help in maximizing the reach.Personal selling

Our trained sales representatives will be our tool for direct marketing activities. Sales representatives will aware customer in store and they will also tell customers about promotions and benefits of product. These sales representatives will also serve as a follow up of our billboards placed outside the stores. These activities will be for a specific time as these raises our promotional budget.Direct Marketing:We will also do “Branded SMS Marketing”. We will outsource this activity to “Advertise in Pakistan” and they will send messages to people with our brand name.E-Marketing:A website will be created for our online presence this website will include recipes of dishes that requires eggs and all the information related to the brand. Social media is a strong tool now a days as thousands of people are connected with it like Facebook so we will make pages and also advertise on social medium. Blogs will also be made in which people will be able to get their queries answered by the company representatives. They will communicate the benefits of organic food and especially organic eggs.it .is a cost effective mean of promotion so will use it intensivelyEvents:We will organize cooking events in which people will bring new ideas about dishes which can be made using organic eggs. It will increase the people’s interest and involvement. This will have multiple benefits like it will be a good source publicity and on the other hand people will remember the brand on long term. Bonus packs;As our product is FMCG product and has lower value per unit. We will give bonus packs to consumer segments as it would be a cost effective way to promote our product at introduction stage. We will order special packing for introduction stage that will carry an extra egg in it. This will be an attractive offer for customer as they will consider it as a value added pack.

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Budgeting for Campaign

The total budget for this campaign is RS.40 lac. The budget will utilize on promotion and advertising of product. The detail of this budget are as follow:

Promotional Tools Budget (RS)

Advertising 20,00,000

Sale Promotion 300,000

Event and Experiences 500,000

Publicity 500,000

Personal Selling 500,000

The detail information are as given that how the agency team spend this budget on different promotional activities of this campaign.