Final Project Report

Advertising

By

Mehmood Hussain

Muhammad Ali Yousufzai

Omair Ahmed

Submitted to Sir Jami Moiz

TABLE OF CONTENTSCreative Ad Brief of Tiger Biscuit........................................................................................................................................3

CLIENT............................................................................................................................................................................................. 3

OBJECTIVE:.................................................................................................................................................................................... 3

TARGET AUDIENCE:..................................................................................................................................................................3

BUDGET:......................................................................................................................................................................................... 3

A BRIEF BACKGROUND............................................................................................................................................................4

COMPANY’S STRATEGY...................................................................................................................................................... 4

PAST ACTIVITIES................................................................................................................................................................... 4

Story Board.................................................................................................................................................................................... 5

Print Ad........................................................................................................................................................................................... 6

Out of Home (OOH Advertising)...........................................................................................................................................7

Proposed Outdoor Locations.................................................................................................................................................8

SIZE.............................................................................................................................................................................................. 8

Internet Banner........................................................................................................................................................................... 9

MEDIA PLANNING................................................................................................................................................................... 10

MEDIA OBJECTIVES................................................................................................................................................................ 10

COMMUNICATION OBJECTIVES........................................................................................................................................10

Advertising Media Plan......................................................................................................................................................... 12

Brand Activation.......................................................................................................................................................................12

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CREATIVE AD BRIEF OF TIGER BISCUITIn this section we have elaborated on just the crux of motive behind the ad campaign, which encompasses the overall basic idea of the brand that in short after having tiger biscuits one would feel energetic and passionate, and it would enable one to be charged with energy.

It is something like to bring out a tiger in you. One main objective is just to inculcate the feeling in the sense of consumer specifically children that one will having a sense of vigor and will be full of energy after having the ‘Tiger Biscuits’.

CLIENTContinental Biscuits - Tiger Biscuit

OBJECTIVE:To exploit the healthy and energetic association of people with Tiger Biscuit.

TARGET AUDIENCE: Energy seeker, especially kids and young who want to eat healthy biscuits with good

taste.

Kids and adults 4 to 25 years

Lower middle to upper middle class

BUDGET:- 150 million for both ATL and BTL. ATL specifically includes Television commercials,

social media such as face book, twitter and print ads in news papers. BTL includes advertisement on billboards.

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Message to be conveyed

- Tiger is the much loved biscuit that promises health and strength that’s affordable by all. Power packed biscuits that bring together the goodness of milk and glucose along with the strength of calcium and wheat, Tiger biscuits are loved by children and adults alike.

Being a mass market brand with penetration into the lowest income groups, Tiger offers health and nutrition to all sections of society and by that virtue is the only such brand in the industry.

A BRIEF BACKGROUND

COMPANY’S STRATEGYCBL's strategy is to be a leader in the biscuit business driving long-term sustainability and delivering sustainable performance for the company, environment and the community. This includes delivering consistently on our promise to consumers, serving our customers, developing and engaging actively with our employees, delivering superior financial results to our shareholders and minimizing our impact on the environment and interacting constructively with the communities in which we operate. 

PAST ACTIVITIES - Tiger has held a number of successful activations in the past, with the most popular one

being centered on the idea of a Jungle Adventure “Kis ka Tiger Jeetay Ga!” Within three months, Tiger Jungle Adventure immersed its consumers in a heavily engaging brand experience strengthening the brand promise of energy.

- Tiger has recently expanded its base with the launch of Tiger Chocolate flavored biscuits.

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STORY BOARD The campus chosen for our convenience is City Campus

Some of the fellows at the campus were coordinated to take part in the ad campaign activity

It was shown that a person suddenly feels stressed and then got faint while having a walk at the campus

An ambulance approaching the campus

During treatment it was suggested by a colleague to supplement the person with a pack of Tiger Biscuits

After having tiger biscuits the young lad came to life and things started working normally

The basic idea was also that if one feels lethargic or stressed and if got faint at times then it would be a better idea to treat the person with a pack of healthy and energetic tiger biscuits

It was also revealed that Tiger is the much loved biscuit that promises health and strength that’s affordable by all

Power packed biscuits that bring together the goodness of milk and glucose along with the strength of calcium and wheat, that provides person with energy, vitality and strength

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PRINT AD

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OUT OF HOME (OOH ADVERTISING)

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PROPOSED OUTDOOR LOCATIONS

Areas PenetrationClifton and Defence 35%

Shahra-E-Faisal 15%Gulshan-E-Iqbal 15%

Gulistan-E-Jauhar 10%Tariq Road 15%

Nazimabad and North Nazimabad 10%

SIZE

46 X 27 in More focus, highly populated areas

24 X 13 in Low focus, less populated areas

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INTERNET BANNER

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MEDIA PLANNINGWe have planned an advertising budget of Rs 90 million in order to achieve media objective of reaching out to maximum audience.

MEDIA OBJECTIVES Convey the message Brand Imagery and recognition Addressing mass target market Promotion and appreciation

COMMUNICATION OBJECTIVES At least 70 % of the target market will watch the TV commercials for around 5 to 7

times per week Ad recall would be around 75 % since tiger is already an established brand and

basic idea behind TVCs is just to maintain and revoke the brand perception into the consumer mind

We would also like to have a tradeoff between TVCs and OOH, also on the social media marketing channels like internet marketing since tiger is already perceived as a known brand but its more rigorous marketing is required in other directions like internet marketing, OOH advertising and presence in social media.

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Advertising MixTV 50%

PRINT 21%OUTDOOR 12%

BRAND ACTIVATION 10%INTERNET 7%

50%

21%

12%

10%7%

Advertising Mix

TVPRINTOUTDOORBRAND ACTI-VATIONINTERNET

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ADVERTISING MEDIA PLAN

Channels Preferred Time

Cartoon network , Pogo 5 P.M to 9 P.M

PTV Home, Hum TV, Geo entertainment, ATV, and Ary Digital

8 P.M to 10 P.M

Newspapers Frequency/week

Jang 7

DAWN 6

The news 3

BRAND ACTIVATIONFollowing are the proposed schools for Brand Activation

Karachi Public School The Educators Foundation Public School St Convent School

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