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1
AN IMC PLAN FOR A NEW BRAND OF SNACKS
(FRUIT SHRUIT)
(Final Advertising Project)
BS (Hons) Communication Studies
Session: 2012-2016
SUBMITTED BY:
AYESHA MIRAJ 20
SANA NIAZ 26
UMAIR IRSHAD SANDHU 32
SUPERVISED BY:
MR. FAHAD MAHMOOD
(Assistant Professor)
Institute of Communication Studies (ICS)
University of the Punjab, Lahore.
2
Certificate of Approval
It is certified that this research paper on the topic “AN IMC PLAN FOR A NEW
BRAND OF SNACKS”is an original work completed by Ayesha Miraj (20), Sana
Niaz (26) & Umair Irshad Sandhu (32) under the supervision of Mr. Fahad
Mahmood. This study was conducted for the fulfilment of requirements for the
B.Sc (Hons) Communication Studies Degree with specialization in
Advertising & Public Relations, Session 2012-2016 from the Institute of
Communication Studies, University of The Punjab, Lahore.
Ayesha Miraj (20) ________________________
Sana Niaz (26) ________________________
Umair Irshad Sandhu (32) ________________________
Mr. Fahad Mahmood
(Project Supervisor)
_______________________________
3
Acknowledgment
All Praise to the Allah Almighty, the Most Beneficent & the Most Merciful
One of the great pleasures of writing this study is acknowledging the efforts of many people
who may not appear on the cover but their support, cooperation, friendship and understanding
were very useful in this project.
Firstly, we are extremely grateful to our parents who were always there for us. They
encouraged us throughout our life and from the start till the end of this project.
Secondly, we express our sincere gratitude to our Teachers & Supervisors Mr. Fahad
Mahmood who guided and motivated us at every step. His careful reading & constructive
comments were very valuable in the making of this project. It was due to their support,
guidance and assistance that we have completed this study.
Finally, we would like to thank all of our friends who were always there for us whenever we
needed them. Their support was more than enough for us.
May ALLAH Subhana Wa Ta’ala bless all of us & guide us to the right path (Ameen).
4
SUMMARY
With the changing era the people have developed different tastes and cravings for
food but are worried and conscious about their health at the same time. This means that they
enjoy fast food but are willing to have a healthy alternative that is tasty and healthy. With the
introduction of methods to obtain fruit extracts without mixing them with artificial additives
and flavors we have introduced a snack that is healthy, safe and best in taste without risking
or affecting people’s lives. A complete integrated marketing communication plan has been
proposed for the project including marketing plan, IMC objectives, IMC budget, IMC
creative strategy, IMC media strategy, IMC testing and evaluation.
We will use all types of media to communicate to our market including electronic, print,
internet and outdoor. Time line of our plan is three months (start of July till end of
September) for media (TV and outdoor media) starting at the start of the July of 2016. We
have allocated 2.5 corers for complete IMC plan.
5
Contents
CHAPTER ONE .............................................................................................................. 10
INDUSTRY INFORMATION ........................................................................................... 10
History of the Industry: ................................................................................................. 11
Key Players of the Industry: ......................................................................................... 12
CHAPTER TWO ............................................................................................................. 16
MARKETING RESEARCH .................................................................................................. 16
Introduction: .................................................................................................................. 17
Method: ......................................................................................................................... 17
Sampling: ...................................................................................................................... 17
Findings: ....................................................................................................................... 17
Budget: .......................................................................................................................... 17
Marketing Segmentation: .............................................................................................. 17
o Target market description: ........................................................................................ 17
SWOT Analysis: ........................................................................................................... 18
CHAPTER THREE ....................................................................................................... 19
MARKETING PLAN ............................................................................................................. 19
Product: ......................................................................................................................... 20
o Brand name: .............................................................................................................. 20
o Brand concept:........................................................................................................... 20
o Logo: ......................................................................................................................... 20
o Colour: ....................................................................................................................... 21
o Style:.......................................................................................................................... 21
o Letters: ....................................................................................................................... 21
o Slogan: ....................................................................................................................... 21
o Positioning:................................................................................................................ 21
o USP: .......................................................................................................................... 22
o ESP: ........................................................................................................................... 22
o Packaging: ................................................................................................................. 22
o Product Classification: .............................................................................................. 22
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o Product Life Cycle: ................................................................................................... 22
Price: ............................................................................................................................. 23
o Pricing Strategy: ........................................................................................................ 23
Distribution: .................................................................................................................. 23
Promotion:..................................................................................................................... 23
Push vs. pull Strategy:................................................................................................... 24
CHAPTER FOUR ........................................................................................................... 25
ADVERTISING STRATEGY .............................................................................................. 25
Objectives: .................................................................................................................... 26
Creative Strategy:.......................................................................................................... 26
o Brand name: .............................................................................................................. 26
o Brand concept:........................................................................................................... 27
o Logo: ......................................................................................................................... 27
o Color: ......................................................................................................................... 27
o Style:.......................................................................................................................... 28
o Letters: ....................................................................................................................... 28
o Positioning:................................................................................................................ 28
o USP: .......................................................................................................................... 28
o ESP: ........................................................................................................................... 28
o Packaging .................................................................................................................. 29
Print Creative Strategy: ................................................................................................. 29
o Summary of Strategy:................................................................................................ 29
TV CREATIVE STRATEGY: ..................................................................................... 30
o Description of TVC: .................................................................................................. 30
o Language: .................................................................................................................. 30
o Target Audience: ....................................................................................................... 30
o One liner of tvc .......................................................................................................... 31
TVC 1............................................................................................................................ 31
TVC Story: .................................................................................................................... 31
o Duration:.................................................................................................................... 31
o Characters: ................................................................................................................. 31
o Cast: ........................................................................................................................... 31
7
o Voice Over: ............................................................................................................... 31
Script ............................................................................................................................. 32
Fruit Shruit Snacks ........................................................................................................ 32
Story Board: .................................................................................................................. 36
TVC 2............................................................................................................................ 45
TVC Story: .................................................................................................................... 45
o Duration:.................................................................................................................... 45
o Characters: ................................................................................................................. 45
o Cast: ........................................................................................................................... 45
o Voice Over: ............................................................................................................... 45
Script ............................................................................................................................. 46
Story Board: .................................................................................................................. 50
TVC 3............................................................................................................................ 60
TVC Story ..................................................................................................................... 60
o Duration:.................................................................................................................... 60
o Characters: ................................................................................................................. 60
o Cast: ........................................................................................................................... 60
o Voice Over: ............................................................................................................... 60
Script ............................................................................................................................. 61
Story Board: .................................................................................................................. 66
Production Details ......................................................................................................... 79
o Equipment: ................................................................................................................ 79
o Idea & Script: ............................................................................................................ 79
o Director: .................................................................................................................... 79
o Camera Man & DOP: ................................................................................................ 79
o Shooting plan: ........................................................................................................... 80
Budget: .......................................................................................................................... 80
BTL creative strategy:................................................................................................... 81
Summary of BTL creative strategy: .............................................................................. 81
o Billboards (See appendix 2 for detail)....................................................................... 81
o Streamers ................................................................................................................... 81
o Neon signs ................................................................................................................. 82
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o String patterned Fruit Shruit flags ............................................................................. 82
o Guerilla advertisement .............................................................................................. 82
Budget ........................................................................................................................... 82
CHAPTER FIVE ............................................................................................................. 83
MEDIA PLANNING ............................................................................................................. 83
Newspaper Media Plan: ................................................................................................ 84
Magazine Media Plan: .................................................................................................. 85
Btl media plan (detailed plan) ....................................................................................... 86
Tv media plan ............................................................................................................... 87
CHAPTER SIX ................................................................................................................. 88
SALES PROMOTION STRATEGY ................................................................................... 88
Objectives ..................................................................................................................... 89
Strategy ......................................................................................................................... 89
FRUIT SHRUIT (geomtery box): ................................................................................. 89
Budget ........................................................................................................................... 92
CHAPTER SEVEN ........................................................................................................ 93
PUBLIC RELATIONS/ PUBLICITY STRATEGY .......................................................... 93
Objectives ..................................................................................................................... 94
Strategy ......................................................................................................................... 94
Budget ........................................................................................................................... 95
CHAPTER EIGHT ........................................................................................................ 96
INTERNET MARKETING STRATEGY............................................................................ 96
Objectives ..................................................................................................................... 97
Strategy ......................................................................................................................... 97
Budget ........................................................................................................................... 99
APPENDIX 1 ......................................................................................................................... 100
MONITORING OF IMC PLAN ............................................................................................ 111
TOTAL IMC BUDGET .............................................................................................. 111
Appendix 2 ............................................................................................................................. 112
Print ad 1 ..................................................................................................................... 112
Print ad 2: .................................................................................................................... 113
Print ad 3: .................................................................................................................... 114
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Print ad 4: .................................................................................................................... 115
Print ad 5 ..................................................................................................................... 116
Billboard 1: ................................................................................................................. 117
Billoard 2: ................................................................................................................... 118
Billboard 3: ................................................................................................................. 119
REFRENCES ......................................................................................................................... 124
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CHAPTER ONE
INDUSTRY
INFORMATION
11
History of the Industry:
Just like no two persons are the same, the reasons why we eat snack are different and
wide-ranging. But there are some common reasons for it. The most obvious reason we eat
snack is for pure delight while a very small number of people eats snacks to improve mood,
as a reward for something or because they are stressed to eat it. We enjoy snack because of it
good taste and the pleasure we get while enjoying them. But snacks that focus on just
enjoyment of the consumer miss some important prospects and the consumers today expect
many things from a snack. For example, many people eat snacks between or before their
meals just to satisfy their hunger or craving, where as many people consume snacks as an
alternative for their meals i.e. for breakfast, lunch and dinner. The situation is also somewhat
same for the busy and on the go type of people who need a quick meal and opt for the fast
food as a meal that is high in calories and stand with low health benefits. Hence there is a
massive untouched opportunity in the market that snack manufacturers could gain share, in
terms of nutrition, handy and easy to eat meals. So it is reasonable to believe if the customers
are provided with an alternative that matches the nutritional and convenience value.
The peanuts were the first ever snack food to be eaten in the world and slowly
incorporated in the hearts of the people, spreading in every dimension penetrating the culture.
Before being commercially produced snacks had obloquy of being unhygienically sold in the
streets by the vendors. Then there come the manufacturers who reduced the risk of
contamination and made them sellable by introducing advertisement to the scene. Because of
this the snack food industry bloomed with opening the future horizons of possible
manufactured snacks. Since then snacking has become the most favourite pastime and an
important part of our lives.
12
Pakistanis generally eat three meals a day just like most cultures: breakfast, lunch, and
dinner. During the evening, many families have green tea without sugar which goes along
with baked/fried snacks from local bakery (or prepared at home).
Pakistani snacks comprise food items in Pakistan that are quick to prepare, spicy, usually
fried, and eaten in the evening or morning with tea or with any one of the meals as a side-
dish. A given snack may be part of a local culture, and its preparation and/or popularity can
vary from place to place. These snacks are often prepared and sold by hawkers on footpaths,
railway station and other such places, although they may also be served at restaurants. Some
typical snacks are bhala, chaat, chana masala, pakora, and papadum. Nuts, such as pistachios
and pine nuts, are also often eaten at the home. Others include different type of chips that are
consumed by the people during the hours other than the meal hours. At its simplest, Pakistani
food today consists of staple ingredients which are cheap and abundant. Wheat and other
flour products are the mainstay of the diet.
Keeping the consumption needs of the people of Pakistan the snack industry is flourishing
day by day. But all the snacks complete the parameters of taste only, leaving the health factor
behind. The need of the hour is a good snack that keep the stomach full and keep people
hearty and healthy.
Key Players of the Industry:
Lays
13
Lays is the brand name for a number of potato chip varieties as well as the name of
the company that founded the chip brand in 1938. Lays chips are marketed as a division of
Frito-Lay, a company owned by PepsiCo Inc. since 1965. Other brands in the Frito-Lay
group include Fritos, Doritos, Ruffles, Cheetos and Rold Gold pretzels. In 1932 salesman
Herman W. Lay opened a snack food operation in Nashville, Tennessee and, in 1938. Lay
criss-crossed the Southern United States selling the product from the trunk of his car. In
1942, Lay introduced the first continuous potato processor, resulting in the first large-scale
production of the product.
Kolson:
Kolson was the very first food producing industry in Pakistan that was founded in
1942. The name of Kolson is synonymous with dynamic and innovative food products. The
Philosophy of the company is based on self-commitments to offer consumers greater choice
of exclusive quality products. In doing so, the company has, in true sense, evolved its own
marketing style to establish a more effective relationship with consumers. Being a food
manufacturing company we understand our responsibility to provide consumer high quality
products and selection of best ingredients that add to the nutritional value of our products.
The whole range of Kolson products is made by using latest German, Dutch, Swiss and
Italian etc latest technology and process to back prime raw materials. The raw materials are
procured from the leading available sources in Germany, Denmark, Belgium and Nederland
14
etc. The high quality Pakistani wheat products, procured from select bunch of millers, are
pivotal in determining the final outcome of high quality products.
Super Crisp:
Established in 1982, Tripple Em (Pvt.) Ltd. is the pioneer company in manufacturing
premium quality crisps and snacks in Pakistan. In 1986 "Super Crisp" was a mega success
from day one of its launch, establishing new sales records and enviable consumer acceptance.
It is one of the highest grade quality crisps being produced in South Asia and Middle East,
opening new and alternative source of foreign exchange earnings for our country.
In 2007, Tripple Em showcased a new range "Frankies" to the people of Pakistan. A
high end product category, produced from state-of-the-art modern technology that aspires to
capture hearts of the people; the same it did 25 years ago with Super Crisp.
United Snacks:
15
United Snacks is one of the leading chips brand that has created a distinctive mark on
the Pakistani snack food industry. It is a potato chips brand which greatly promises a lighter
side of life, a spunky, exciting and fun product which is available in variety of delicious
flavors and catchy colors. The newly introduced chips brand Oye Hoye has turned out to be
the epitome of a tension free life where stresses simply roll by. It is unique and highly
appealing appearance is considered as one of the absolute freedom in face of toughness of a
young person and carefree life.
Snack City:
Snack City is a recently established potato chips brand in Pakistan, by the company
Ismail Industries Limited.
Snackcity is entering the market with its debut product, branded Kurleez, a new range
of ridged potato chips available in five flavors. Kurleez flavors are Special Salted, Spicy
Mint, Mirch Masala, Barbeque Blast and Catchy Ketchup.
Snack City is Ismail Industries Limited’s latest expansion in food. The company has
invested in world’s best machinery to manufacture Real Potato Chips and other snacks.
Ismail Industries Limited is the largest confectionery company in Pakistan manufacturing a
wide range of confectionery, biscuits and snacks under the brand names of CandyLand,
Bisconni, Snackcity and Astro Pack respectively.
16
CHAPTER TWO
MARKETING
RESEARCH
17
Introduction:
Prior to introducing new brand of snacks in the market we are conducting a marketing
research to find the opinion of the targeted audience in order to know about their taste and
inclination towards the snacks for the better placement of our brand.
Method:
For marketing research, we are a quantitative method of research i.e. survey.
Sampling:
We selected 500 people randomly from Lahore.
Findings:
Detailed findings are given in Appendix.
Budget:
The budget of marketing research was 50,000.
Marketing Segmentation:
o Target market description:
For the people of all the economic classes including age group ranging from 04 to70s.
18
SWOT Analysis:
Strengths: Weaknesses:
1. First of its kind
2. Health + Taste + Fitness combined
3. Great variety of fruit flavors gives
customers options
4. Reasonable pricing that ensures impulsive
purchase by people of every class
5. Exceptional branding and advertisement by
TVCs and print ads
6. Introduction of an innovative culture
7. No competition because of being first of its
nature
1. Brand acceptance
2. Shifting of price in market due to high
competition
Opportunities: Threats:
1. Eating snack is becoming trendy in society.
2. People are becoming health conscious.
3. Addition of more healthy flavors.
1. Availability of other healthy products.
2. Regarding snack like other unhealthy junk
foods.
3. Consciousness about sweetness of snack.
4. Market share captures by the existing snack
brands
5. Copycats
19
CHAPTER THREE
MARKETING PLAN
20
Product:
Fruit Snacks
o Brand name:
“FRUIT SHRUIT”
The brand name is crispy and easily memorable.
o Brand concept:
Fruit Shruit is a favorite snack for those who love to live life with fun and happiness.
o Logo:
21
o Colour:
The Orange color in our logo combines the energy of red and the happiness
of yellow. It is associated with joy and the tropics. Orange color represents happiness,
creativity, attraction, success, encouragement, and stimulation and seems to be affordable
The Green color is the color of life, youthfulness, refreshment, care for the
environment, organic growth and energy, is associated with meanings of growth and
freshness.
Our product, fruit snack is made with the natural ingredients and is organic in nature
with a pinch of fun factor with it that describes our brand very well.
o Style:
The style of the font depicts the modern and the upheaval funky style of the font
refers to fun and enjoyment.
o Letters:
The letters are Interesting and depict fun.
o Slogan:
The slogan of the brand is
The slogan clearly tells to eat the snack in order to live a life that is fun oriented,
funky and healthy.
o Positioning:
Our snack consists of natural and pure fruit extracts as an ingredient in ready-to-eat
food. Considering the natural tempting colour, flavor, sweetness and all the health benefits,
22
Fruits were chosen as an ingredient to create a perfect guilt free low calorie snack that is rich
in dietary fibers and is GLUTEN FREE that can easily be enjoyed by every person of every
age. It makes life of everyone happy.
o USP:
Fruity and healthy
Low calories
Dietary fibers
Gluten free
No additives
No sugar
o ESP:
Snack that make your life happy and funny.
o Packaging:
The packaging of our product depicts the colors of the nature and fruits that is a clear
thing to tell that the product is all natural and is healthy. The colors of the packet are eye
catchy and attractive. The packet full of fruits gives an aura of freshness. The name clearly
appears on the packet making it easy to be read and remembered.
o Product Classification:
The product comes under the category of Snack industry.
o Product Life Cycle:
The product is in the introductory phase their fore it will be taken from the stage of
introduction to the growth stage, gradually advancing towards the maturity by increasing the
product usage by the customers, with the addition and upgrading the features of the product,
giving price promotions in order to attract more customers, advertising more to persuade the
trial of the product by the people who don’t use the product.
23
Price:
o Pricing Strategy:
The product will be available in a single size at first then in different sizes that are as
follows:
Price Weight
Rs-/ 10 35gms
Rs-/ 20 50gms
Rs-/ 30 70gms
Rs-/ 50 100gms
Distribution:
The distribution will be done all over Pakistan, starting from the big stores and markets to
the local salesmen.
Promotion:
The promotion of our product will involve the use of all kinds of media available i.e.
Print, Electronic and Social media. Where, Electronic media will be used to broadcast TVC,
Print to publish our ads and BTL activities will be used for our campaign through billboards.
In addition to this we will use internet and social media sites for creating brand awareness
and interest among the people. Promotion will also be ripped by using the sales promotions,
direct marketing, internet marketing and public relations activities.
24
Push vs. pull Strategy:
The company is using a pull strategy as it is the best for new products, by this we will
motivate our customers to actively look for our product. This strategy will involve the best
use of mass media for advertising, sales promotion, building the customer relationship,
discounts and referrals. By using the pull strategy, the brand will successfully create the
demand in the market for our product by which the retailers would be more encouraged to
seek the product and put it on their shelves.
25
CHAPTER FOUR
ADVERTISING
STRATEGY
26
Advertisement strategy is based on some major objectives of marketing plan of the
brand/department. Creative strategy will be aimed to grasp the attention of target audience
and thereby regenerate the brand for audience. Moreover, by incorporating an emotional and
traditional approach, it will not only make customers heated with emotions but will enhance
and boost their attitude towards this brand/department. Hence, the advertising creative
strategy will attempt to create the revival and demand regarding the brand/department and
then will also attempt to increase the number of users.
Objectives:
To introduce our product in the market.
To make people think eating snack is a fun
To target the audience of every age
To attract people toward the product
Following is the quantified expression of advertising objectives.
By the end of the campaign, the product will be introduced to the 80 percent or more
of the target population.
At least 50 percent of the target population should seek the product and go to the trial
stage.
Fruit Shruit will have at least 10 percent increase in the sale by the end of this
campaign.
Creative Strategy:
o Brand name:
Fruit Shruit
27
o Brand concept:
The production of snacks using natural and pure fruit extracts as an ingredient in
ready-to-eat food is rare. Considering the natural tempting colour, flavor, sweetness and all
the health benefits, Fruits were chosen as an ingredient to create a perfect guilt free low
calorie snack that is rich in dietary fibers and is GLUTEN FREE that can easily be enjoyed
by every person of every age. We have a large range of Fruits available in Pakistan that is
used as a potentially valuable food for people. This product is made to demonstrate the
prospective use of fruits extracts as additive in snack food products. Processing the fresh
fruit’s extracts in an expertly manner with the organic gluten free potatoes increase the shelf
life and enables the preservation of fruits in the form of their extracts all year long.
o Logo:
o Color:
The Orange color in our logo combines the energy of red and the happiness
of yellow. It is associated with joy and the tropics. Orange color represents happiness,
creativity, attraction, success, encouragement, and stimulation and seems to be affordable
The Green color is the color of life, youthfulness, refreshment, care for the
environment, organic growth and energy, is associated with meanings of growth and
28
freshness. Our product, fruit snack is made with the natural ingredients and is organic in
nature with a pinch of fun factor with it that describes our brand very well.
o Style:
The style of the font depicts the modern and the upheaval funky style of the font
refers to fun and enjoyment.
o Letters:
The letters are Interesting and depicts fun.
o Positioning:
The snack consists of natural and pure fruit extracts as an ingredient in ready-to-eat
food is rare. Considering the natural tempting colour, flavor, sweetness and all the health
benefits, Fruits were chosen as an ingredient to create a perfect guilt free low calorie snack
that is rich in dietary fibers and is GLUTEN FREE that can easily be enjoyed by every person
of every age.
o USP:
Low calories
Dietary fibers
Gluten free
No additives
No sugar
Fruity and healthy
o ESP:
Snack that make your life happy and funny
29
o Packaging
The packaging of our product depicts the colors of the nature and fruits that is a clear
thing to tell that the product is all natural and is healthy. The colors of the packet are eye
catchy and attractive. The packet full of fruits gives an aura of freshness. The name clearly
appears on the packet making it easy to be read and remembered.
Print Creative Strategy:
o Summary of Strategy:
The Print ads are designed in a unique way to attract the attention of the readers and
the ones who see them. The ads are a fun shift from classic ads and monotony of same ad
designs.
Timeline of advertising campaign by using this media is three months.
See Apendix 2 for Print Ads
Print ad 1:
The ad shows that Fruit Shruit makes fruits easier to swallow. The design shows a
fruit in the throat of a little girl to depict the idea that our product is made up of pure fruit and
is loved by a little girl who doesn’t eat fruit. The design is catchy and attract the attention.
Print ad 2:
The ad is about enjoying any fruit flavor with the freshness of fruits at any time of the
year without being worried about the season to enjoy it. The creative element of the ad is a
fruit clock that creates a center of attention.
30
Print ad 3:
The ad clearly tells that if anyone wants good health they should try Fruit Shruit with
the reward of long life because Fruit Shruit is healthy and fruity.
Print ad 4:
The ad shows the all available flavors of Fruit Shruit at the time to tell people what
choices they have to change their tastes.
Print ad 5:
The unique usage of a social media famous fictional character that is famous for
speaking nothing but truth.
TV CREATIVE STRATEGY:
TV is the most effective medium and through this we can easily communicate our
message to the audience. That is why we have made three different sequels of TVC to grasp
people’s attention. All three TVCs depict that the people who eat Fruit Snacks live their lves
to their fullest with a lot of FUN.
o Description of TVC:
There are three sequels of television commercial. Here is the detail of our TVC
including pre-production, production and post-production.
o Language:
We have used our national language urdu in our TVCs so that everyone can easily
understand.
o Target Audience:
We target all type of audience in our TVC through sequels by using different flavor products.
31
o One liner of tvc
Our TVC shows the fun oriented life of those who eat Fruit Snacks.
TVC 1
Characters: Two friends.
TVC Story:
One kid sitting outside of his house in a sad mood and other friend came with a packet
of fruit shruit in his hand and asks why you are sitting outside of the house. They both
communicate in a funny way and at the end the Ist boy show a chain of bicycle, both laugh
and share snacks.
o Duration:
The duration of our first sequel is 33sec.
o Characters:
There are two characters in our TVC, both are boys.
o Cast:
Habib as a boysitting in sad mood
Haseeb as a boy walked towards his friend.
o Voice Over:
Rashid Bashir for Habib
Shakeel Ahmad Shaheen for Haseeb
Yasir Rasheed for product name and slogan
32
Script
Fruit Shruit Snacks
VIDEO AUDIO
1 Long Shot of a child sitting outside of the house. BGM
CUT TO
2 CU of the child, sitting in a sad mood. BGM
CUT TO
3 MLS of the other child, walking towards his friend in a chill
mood.
BGM
CUT TO
4 MS of the second child holding a pack of snacks in his hand BGM
CUT TO
5 MS of the child asking his friend while holding snacks in his
hand
"yaar tu ghar ky bahir kyun
baithaa hoa...?"
BGM & voice over
CUT TO
6 CU of first child saying "yaar teri bhabhi ny
mujy ghar sy bahir nikaal
diaa...."
33
BGM & voice over
CUT TO
7 MCU of second child,,
asking "wo kyun?
BGM & voice over
CUT TO
8 MCU of first child,, saying "tuny he to kaha tha
usy chain gift kar....."
BGM & voice over
CUT TO
9 MS of the second child,
saying " kon si sony ke??
BGM & voice over
CUT TO
10 MCU of first child, saying "nahi.."
BGM & voice over
CUT TO
11 MS of second child, asking "to phr kon se..
.chaandi ke????
BGM & voice over
CUT TO
34
12 CU of the first child’s expression saying
"oo nahii yaaar..."
BGM & voice over
CUT TO
13 CU of the second child, asking in an unexciting mood
"to phir kon se...."?
BGM & voice over
CUT TO
14 CU of kid's hand while holding a "Bicycle's chain
BGM
CUT TO
15 MS of both children, laugh loudly after seeing the chain
Laughter voices
BGM & voice over
CUT TO
16 MS of both sharing snacks
BGM
CUT TO
17
CU of logo and product
Khayee jaa jiye jaa
Fruit shruit
Fruit in a snack
35
Jo bana dy amstii kaa
samaa har umer main
BGM & voice over
36
Story Board:
VIDEO AUDIO
Duration: 2 sec
Long Shot of a child sitting outside of the house.
CUT TO
BGM
Duration: 2sec
CU of the child, sitting in a sad mood.
CUT TO
BGM
37
Duration: 1 sec
MLS of the other child,walking towards his friend in a chill mood.
CUT TO
BGM
Duration: 2 sec
MS of the second child holding a pack of snacks in his hand
CUT TO
BGM
38
Duration:2 sec
MS of the child asking his friend while holding snacks in his hand
CUT TO
"yaar tu ghar ky bahir kyun
baithaa hoa...?"
BGM & voice over
Duration: 2 sec
CU of Ist child
saying "yaar teri bhabhi ny
mujy ghar sy bahir nikaal
diaa...."
BGM & voice over
CUT TO
39
Duration: 2 sec
MCU of second child,
CUT TO
asking "wo kyun?
BGM & voice over
Duration: 2 sec
MCU of Ist child
CUT TO
saying "tuny he to kaha tha
usy chain gift kar....."
BGM & voice over
40
Duration: 2 sec
MS of the second child,
CUT TO
saying " kon si sony ke??
BGM & voice over
Duration: 2 sec
MCU of Ist child
,
CUT TO
saying "nahi.."
BGM & voice over
41
Duration: 2 sec
MS of second child,
CUT TO
asking "to phr kon se..
.chaandi ke????
BGM & voice over
Duration: 2 sec
CU of the Ist child’s expression saying
CUT TO
"oo nahii yaaar..."
BGM & voice over
42
Duration: 2 sec
CU of the second child, asking in an unexciting mood
CUT TO
"to phir kon se...."?
BGM & VOICE OVER
Duration: 2 sec
CU of kid's hand while holding a "Bicycle's chain
CUT TO
BGM
43
Duration: 2 sec
MS of both children, laugh loudly after seeing the chain
CUT TO
Laughing voice
BGM & voice over
Duration: 2 sec
MS of both sharing snacks
CUT TO
44
Duration: 3 sec
CU of logo and product
CUT TO
Khayee jaa jiye jaa
Fruit shruit
Fruit in a snack
Jo bana dy amstii kaa samaa
har umer main
(BGM & VOICE OVER)
45
TVC 2
TVC Story:
While eating Fruit Shruit an old man and his wife plans to relive their old times and decides
to meet in a park but the old woman does not come and when his husband asks her why did
not she come. She replies that her mother did not allowed her.
o Duration:
The duration of our second sequel is 48 sec.
o Characters:
Grandfather and Grandmother.
o Cast:
Shahbaz Ahmad as Dada
Naseem Shahbaz as Dadi
o Voice Over:
Shakeel Ahmad for Dada
Ayesha Miraj for Dadi
Yasir Rasheed for product name and slogan
46
Script
Fruit Shruit Snacks
VIDEO AUDIO
1 LS of a lounge. Grandmother and Grandfather are sitting
on a sofa, eating a flavored fruit shruit snack.
Kyun agy pechy dholty
ho…
BGM & song
CUT TO
2 CU of the grandmother's hand holding a snack. BGM
CUT TO
3 CU of the grandfather Saying: kyun na hum apni
jawani ky dino ko phr sy
yaad karyn?
BGM & voice over
CUT TO
4 MS of grandmother while eating snacks saying: THk hai
BGM & voice over
CUT TO
5 CU of grandfather getting ready
BGM
47
CUT TO
6 CU of grandfather setting his shirt
BGM
CUT TO
7 CU of grandfather setting his hair
BGM
CUT TO
8 LS of grandfather standing in park by the lake
BGM
CUT TO
9 CU of grandfather’s feet while waiting in park BGM
CUT TO
10 MS of grandfather watching his wrist watch BGM
CUT TO
11 MS of grandfather looking here and there in anger BGM
CUT TO
12 VLS of park and grandfather while going back to home BGM
CUT TO
48
13 LS of grandfather, leaving park BGM
CUT TO
14 LMS of grandmother sitting on the same sofa eating
snacks
BGM
CUT TO
15 MS of grandfather standing and holding wilted flowers
BGM
CUT TO
16 MS of grandfather
Saying: Tum aii kyun nahi?
BGM & voice over
17 CUT TO
Ms of grandmother eating snacks Saying: Amii ny nahi any
diaa….
BGM & voice over
18 CUT TO
MS of grandmother eating snacks and laughing
BGM
19 CUT TO
49
OTS of grandmother while grandfather eating snacks
and laughing
BGM & voice over
CUT TO
17
CU of logo and product
Khayee jaa jiye jaa
Fruit shruit
Fruit in a snack
Jo bana dy amstii kaa
samaa har umer main
BGM & voice over
50
Story Board:
VIDEO AUDIO
Duration: 2 sec
LS of a lounge. Grandmother and Grandfather are sitting on a
sofa, eating a flavored fruit shruit snack.
CUT TO
BGM
Duration: 2sec
CU of the grandmother's hand holding a snack.
CUT TO
BGM
51
Duration: 2.5 sec
CU of the grandfather
CUT TO
Saying: kyun na hum
apni jawani ky dino kop
hr sy yaad karyn?
BGM & Voice Over
Duration: 2 sec
MS of grandmother while eating snacks
CUT TO
saying: THk hai
BGM & Voice Over
52
Duration:2 sec
CU of grandfather getting ready
CUT TO
BGM
Duration: 2 sec
CU of grandfather setting his shirt
CUT TO
BGM
53
Duration: 2 sec
CU of grandfather setting his hair
CUT TO
BGM
Duration: 2.5 sec
LS of grandfather standing in park by the lake
CUT TO
BGM
54
Duration: 2.5 sec
CU of grandfather’s feet while waiting in park
CUT TO
BGM
Duration: 2 sec
MS of grandfather watching his wrist watch
CUT TO
BGM
55
Duration: 2.5 sec
MS of grandfather looking here and there in anger
CUT TO
BGM
Duration: 2.5 sec
VLS of park and grandfather while going back to home
BGM
56
Duration: 2 sec
LS of grandfather, leaving park
CUT TO
BGM
Duration: 2 sec
LMS of grandmother sitting on the same sofa eating sn
CUT TO
BGM
57
Duration: 2 sec
MS of grandfather standing and holding wilted flowers
CUT TO
BGM
Duration: 2.5 sec
MS of grandfather
CUT TO
saying: Tum aii kyun
nahi?
BGM & voice over
58
Duration: 2.5 sec
Ms of grandmother eating snacks
CUT TO
saying: Amii ny nahi
any diaa
BGM & Voice Over
Duration: 2 sec.
Ms of grandmother eating snacks and laughing
CUT TO
BGM
59
Duration: 2.5 sec.
OTS of grandmother while grandfather eating snacks and
laughing
CUT TO
BGM & Voice Over
Duration: 3 sec
CU of logo and product
CUT TO
Khayee jaa jiye jaa
Fruit shruit
Fruit in a snack
Jo bana dy amstii kaa
samaa har umer main
BGM & Voice Over
60
TVC 3
TVC Story
Boss enters in his office thinking that he is the boss but everyone in office took him light. The
boss showed them who the real boss is at office. He gets a note from his wife and suddenly
recalls that his boss is at home.
o Duration:
The duration of our third sequel is 1minute.
o Characters:
Boss
Employs
o Cast:
Shaheer Ahmad as boss
Mehwish Anwar as wife
Ahmad Rao, Zohaib Malik, Umair Sandhu, Seher Khan, Nimra Tariq, Nida Arshad, Madiha
Khan as employs
o Voice Over:
Yasir Rasheed for product name and slogan
61
Script
VIDEO AUDIO
CU of boss’s feet BGM
CUT TO
LS of boss entered in office BGM
CUT TO
MS of boss looking in office BGM
CUT TO
LS of employees, boss and work stations BGM
CUT TO
MLS from lateral side, of the employees talking
to each other and there is hustle and bustle in
office
BGM
CUT TO
MS of the boss face showing his anger by
looking at employees.
BGM
CUT TO
MS of the boss back, walking into the office. BGM
CUT TO
62
LS of boss searching for something in office BGM
CUT TO
LS of Boss picking something BGM
CUT TO
LS of boss holding a board in his hand BGM
CUT TO
MLS of boss placing a board on wall BGM
CUT TO
MS of boss back BGM
CUT TO
MCU of boss tapping his hand on board
CU of the banner written
I Am your boss,, DN'T FORGET....
BGM
CUT TO
MS of employees looking towards boss and
board
BGM
CUT TO
OTS of boss, employees read the board and go
back to thier work (realizing thier mistake that
BGM
63
they are not ignoring their boss)
CUT TO
CU of boss expressions... boss smiled BGM
CUT TO
MLS of the boss go back to his room with a
braod smile on his face
BGM
CUT TO
MCU of boss sitting in office, eating snacks BGM
CUT TO
MCU of boss enjoying snacks BGM
CUT TO
MS of boss, someone entered in frame BGM
CUT TO
MS of office someone giving him a paper BGM
CUT TO
CU of the paper BGM
CUT TO
CU of boss expression after reading the paper BGM
CUT TO
64
CU of boss thinking BGM
CUT TO
MCU of boss and his wife BGM
CUT TO
CU of his wife enjoying snacks BGM
CUT TO
MLS from lateral side of both husband and wife
while his husband(boss) is stood beside her like
a servant (head down)
BGM
CUT TO
CU of the board hanging on wall
written
I Am your boss,, DN'T FORGET....
BGM
CUT TO
MCU of the wife smiling and looking at board
and eating snacks.
BGM
CUT TO
CU of wife, giving taunting smile BGM
CUT TO
65
CU of wife enjoying snacks BGM
CUT TO
MS of boss sitting in the same condition BGM
CUT TO
MLS of the boss came out from his office and
share snacks with employees
BGM
CUT TO
MCU of boss and employees sharing snacks BGM
CUT TO
CU of logo and product
Khayee jaa jiye jaa
Fruit shruit
Fruit in a snack
Jo bana dy mastii kaa samaa har umer
main
66
Story Board:
Duration: 1sec
LS of boss
entering in office
CUT TO
BGM
Duration: 2sec
CU of boss’s feet
CUT TO
BGM
Duration: 2sec
MS of boss
looking in office
CUT TO
BGM
67
Duration: 2 sec
MLS of
employees, boss
and work stations
CUT TO
BGM
Duration: 2sec
MLS from lateral
side, of the
employees talking
to each other and
there is hustle and
bustle in office
CUT TO
BGM
Duration: 1.5sec
MS of the boss
face showing his
anger by looking
at employees.
CUT TO
BGM
68
Duration: 2 sec
MS of the boss
back, walking into
the office.
CUT TO
BGM
Duration: 1.5sec
LS of boss
searching for
something in
office
CUT TO
BGM
69
Duration: 1.5sec
LS of Boss
picking something
CUT TO
BGM
Duration: 2sec
LS of boss
holding a board in
his hand
CUT TO
BGM
Duration: 1sec
MLS of boss
placing a board on
wall
CUT TO
BGM
70
Duration: 1sec
MS of boss back
CUT TO
BGM
Duration: 2.5sec
MCU of boss
tapping his hand
on board
CU of the banner
written
I Am your boss,,
DN'T FORGET....
CUT TO
BGM
71
Duration: 2sec
MS of employees
looking towards
boss and board
CUT TO
environmental
sound
Duration: 2.5 sec
OTS of boss,
employees read
the board and go
back to thier work
(realizing thier
mistake that they
are not ignoring
their boss)
CUT TO
environmental
sound
72
Duration: 1sec
CU of boss
expressions...
boss smiled
CUT TO
environmental
sound
Duration: 2sec
MLS of the boss
go back to his
room with a broad
smile on his face
CUT TO
environmental
sound
Duration: 1sec
MCU of boss
sitting in office,
eating snacks
CUT TO
environmental
sound
73
Duration: 2sec
MCU of boss
enjoying snacks
CUT TO
environmental
sound
Duration: 1sec
MS of boss,
someone entered
in frame
CUT TO
environmental
sound
Duration: 2sec
MS of office
someone giving
him a paper
CUT TO
environmental
sound
74
Duration: 2sec
CU of the paper
CUT TO
environmental
sound
Duration: 1.5sec
CU of boss
expression after
reading the paper
CUT TO
environmental
sound
Duration: 1sec
CU of boss
thinking
CUT TO
environmental
sound
75
Duration: 2sec
MCU of boss and
his wife
CUT TO
environmental
sound
Duration: 1 sec
Close up of wife
holding and eating
snacks
CUT TO
Environmental
sound
Duration: 2sec
MLS from lateral
side, both husband
and wife her
husband(boss)
stood beside her
like a servant
(head down)
CUT TO
environmental
sound
76
Duration: 2sec
CU of the board
hanging on wall
written
I Am your boss,,
DN'T FORGET..
CUT TO
environmental
sound
Duration: 1sec
MCU of the wife
smiling and
looking at board .
CUT TO
environmental
sound
Duration: 1sec
CU of wife, giving
taunting smile
CUT TO
environmental
sound
77
Duration: 1sec
CU of wife
enjoying snacks
CUT TO
environmental
sound
Duration: 1sec
MS of boss sitting
in the same
condition
CUT TO
environmental
sound
Duration: 2sec
MS of the boss
came out from his
office and share
snacks with
employees
CUT TO
environmental
sound
78
Duration: 1sec
MCU of boss and
employees
sharing snacks
CUT TO
environmental
sound
Duration: 3sec
CU of logo and
product
CUT TO
Khayee jaa jiye
jaa, Fruit
shruit.Fruit in a
snack..Jo bana
dy mastii kaa
samaa har umer
main
79
Production Details
o Equipment:
Camera HD (cannon 70D)
Tripod
Reflectors
Solar lights
Butter papers
Net
Camera rolling tray
Cutter
Thermopole sheets
Extensions
o Idea & Script:
Ayesha Miraj, Sana Niaz, Umair Irshad Sandhu
Producer:
Ayesha Miraj, Sana Niaz, Umair Irshad Sandhu
o Director:
Ayesha Miraj, Sana Niaz, Umair Irshad Sandhu
o Camera Man & DOP:
Asif
80
o Shooting plan:
Day/date
17 August
Location
Bahria Town
Lahore (park,
office, house)
Actors
1st sequel:2
Boys.
2nd sequel:
old man, old
woman.
3rd sequel:
boss, boss’
wife &
employees
Props
Coats,
Mustachios,
Products, tv,
flower, watch,
table, board,
work station.
Technical kit
Camera HD (cannon
70D), Tripod,
Reflectors, Solar
lights, Butter papers,
Net ,Camera rolling
tray, Cutter,
thermoploe Sheets,
Extensions
Budget:
We spend a total amount of 5 lac Rupees on the production of TVC.
81
BTL creative strategy:
Summary of BTL creative strategy:
We will also use BTL media to reach the maximum number of the target market. For
this purpose company will use different tools including billboards with brand/department
name and logo on it. Company will run this BTL activity for three months.
Follownig types of BTL items will be used.
o Billboards (See appendix 2 for detail)
Billboard 1
The billboard shows all flavors of Fruit Shruit with the display of product and a
statement that says the snack are healthy for you.
Billboard 2
The billboard shows a creative ad by Fruit Shruit that tells people to eat our product
and be fit from fat in just three weeks.
Billboard 3
The billboard shows that our snacks are farm fresh that means they are tasty, healthy
and fresh as the fruits of the farm.
o Streamers
The streamers would be placed on the canal road during the spring season festival
“JASHN-E-BAHARAN” in April as a huge number of people go to see the colourful display
at the canal road.
82
o Neon signs
The neon signs of our product will also be placed at the canal at the time of Jashn-e-
Baharan to capture the attention towards the product at night.
o String patterned Fruit Shruit flags
The string patterned Fruit Shruit flags would be displayed at various
o Guerilla advertisement
Budget
The budget for BTL strategy would be 4, 00,00,000
83
CHAPTER FIVE
MEDIA PLANNING
84
Newspaper Media Plan:
85
Magazine Media Plan:
Magazine Place Cost per ad Frequency
(per month)
Calculation Total
Jang Sunday Middle
pg
250000 2 250000*2 500,000
Family Middle
pg
35000 2 35,000*2 70000
86
Btl media plan (detailed plan)
87
Tv media plan
88
CHAPTER SIX
SALES PROMOTION
STRATEGY
89
Objectives
To create brand recognition
To promote the product
To increase the sale
To attract maximium number of customers.
To give incentives to the target customers.
Strategy
1. Fruit Shruit Day at Schools
As the name of the strategy describes, a Fruit Shruit day will be arranged at different
schools of different cities during the first three months after the launch of the product where
children will be educated by telling them the advantages of eating FRUIT SHRUIT and
would be given FRUIT SHRUIT goodies for brand recognition and to encourage the
purchase by the children.
The goodies are as follows:
FRUIT SHRUIT (geomtery box):
90
FRUIT SHRUIT SHARPNER
2. Free FRUIT SHRUIT Glasses in the pack
The FRUIT SHRUIT packet will have FRUIT SHRUIT glasses for a time period of
one month after the launch of product that will engage people to buy it. The
91
5. FRUIT SHRUIT PENCILS IN PACKETS
The company will give free FRUIT SHRUIT pencils in the packet for a two weeks
after two months of launch to attract sales.
6. FRUIT SHRUIT costumes at parks and other busy places:
The costumes would be displayed for three months at different parks and other busy places.
92
7. Find FREE FRUIT SNACK pieces in the snack for a short time of period to engage
the purchase.:
Find two similar pieces of fruits in the packet and win a FRUIT SHRUIT snack
packet for free. The offer would be of short period of time in limited nmbr of snack packets.
8. Price deal
Giving out extra quantity of the product to the ones who buys in bulk and after some
time the reduction in the prices for the ones who buy in bulk.
9. Giving out buy 2 get one free 1 free offer
Giving trade allowances for some time to trigger the resale by the retailers.
Budget
The budget for sales promotion strategy is Rs-/6,00,000
93
CHAPTER SEVEN
PUBLIC RELATIONS/
PUBLICITY STRATEGY
94
Objectives
To Building Product Awareness
Creating Interest:
Providing Information:
PR helps in delivering information that helps to public in understanding the product
feature
Stimulating Demand.
Reinforcing the Brand image
Strategy
1. Fruit Shruit Workout Day
People will be invited to a 7-day WORKOUT CHALLENGE to burn their fat with
FRUIT SHRUIT MAN at the nearest parks. People will be asked to register free by simple
log in to our Facebook page or by visiting our website.
95
2. Formulating Fruit Shruit riddles
Fruit Shruit riddles would be formulated and placed in the universities, offering a prize for
solving the riddle.
3. Giving points to ponder facts in leaflets
4. Involving the product usage or display in any famous Pakistani movie for
children.
Budget
The budget for Public Relations would be Rs-/700000.
96
CHAPTER EIGHT
INTERNET MARKETING
STRATEGY
97
Objectives
To engage the targeted traffic online
To establish our company n local search
Increase online visibility
Strategy
1. FRUIT SHRUIT TAKE A SELFIE
Take a selfie with the pack and post it online to get free hamper from FRUIT SHRUIT.
98
2. Fruit Shruit Lunch Boxes
The Facebook users would be asked to click on a custom page in order to help us fill 1
million lunch boxes. We would get money on each click that would be used to give lunch
boxes to the children of rural and poor schools.
3. Creating FRUIT SHRUIT events online like FRUIT SHRUIT 7 Day Fat
Burn Challenge
99
4. Engaging people with FRUIT SHRUIT PUZZLES
Budget
The budget for Internet marketing would be Rs-/10,00,000
100
APPENDIX 1
Q1. Are you a snack lover?
Yes 69.2%
No 10.8%
May Be 15.4%
I Don’t Know 4.6%
Yes
No
May Be
I Don’t Know
101
Q2. How often do you purchase a healthy snacks? (fruit, smoothies, dried fruit, etc.)?
Once a Day 13.8%
Several Times a Week 29.2%
Once a Week 32.3%
Once Every Two Week 18.5%
Never 6.2%
Once a Day
Several Times a Week
Once a Week
Once Every Two Week
102
Q3. When purchasing food products, how much does the health aspect of the product matter to
you?
Strongly 29.2%
A lot 26.2%
Sometimes 30.8%
Occasionally 13.8%
Strongly
A lot
Sometimes
Occasionally
103
Q4. Have you ever heard of FRUIT SNACKS introduced by any brand?
Yes 30.8%
No 50.8%
May Be 18.5%
Yes
No
May Be
104
Q5. Which type of snacks do you like?
Chips 61.5%
Crackers 20%
Sizzlers 7.7%
Others 10.8%
Chips
Crackers
Sizzlers
Others
105
Q6. The brand you prefer is because?
Price 13.8%
Quality 32.3%
Taste 41.5%
Flavor 12.3%
Price
Quality
Taste
Flavor
106
Q7. Do you ever check the label of your product for ingredients?
Yes 39.4%
No 21.2%
Sometimes 37.9%
Never 1.5%
Yes
No
Sometimes
Never
107
Q8. If Fruit Flavored Snacks are to be introduced, what would be your opinion on it?
Good for Health 53.8%
Not Good for Health 13.8%
Health Factor doesn’t matter to me 16.9%
I Don’t Know 15.4%
Good for Health
Not Good for Health
Health Factor doesn’t matter to me
I Don’t Know
108
Q9. Which fruit Snack would you like the most?
Mango Flavored 41.5%
Banana Flavored 9.2%
guava Flavored 16.9%
Orange Flavored 15.4%
Grapes Flavored 16.9%
Mango Flavored
Banana Flavored
guava Flavored
Orange Flavored
Grapes Flavored
109
Q10. What you like the most in a snack?
Quality 34.8%
Packaging 15.2%
Brand Name 6.1%
Taste 43.9%
Quality
Packaging
Brand Name
Taste
110
Q11. Do you think fruit snack will be a good purchase?
Yes 60.6%
No 7.6%
May Be 3 1.8%
Yes
No
May Be
111
MONITORING OF IMC PLAN
Company has formed a team of 03 members who will monitor the whole IMC
campaign. They will lookafter that media houses whom we have contarcted to show our ads
on their channels. Survey and focus groups will also be conducted on regular basis.
Budget for this monitoring process is 100000PKR for three months.
TOTAL IMC BUDGET
Here is total budget of three months IMC campaign.
Total budget of Survey= 50,000
Total budget of TVC= 500000
Total budget of TV media = 6000000
Total budget of print media = 131000000
Total budget of BTL media = 250000
Total budget of sales promotion = 600000
Total budget of monitoring = 100000
Total budget of public relations = 700000
Total budget of online media = 1000000
Total budget of three months campaign = 14,02,00,000
112
Appendix 2
Print ad 1
113
Print ad 2:
114
Print ad 3:
115
Print ad 4:
116
Print ad 5
117
Billboard 1:
118
Billoard 2:
119
Billboard 3:
120
Streamers
String patterned Fruit Shruit flags
121
Neon signs
122
String patterned flags
Guerilla advertisement
123
Bus Stop advertisement
124
REFRENCES
http://www.snackcity.com.pk/
http://tripple-em.com.pk/
http://www.fritolay.com/index.htm
http://united-snacks.com/
http://kolson.com.pk/contact.html
