PRINCIPLE OF ADVERTISING
Final Project
Submitted by:
Priyanka Pahuja
Muhammad Salman
Wajiha
Alfiya Halai
SUBMITTED TO:
Muhammad Raheel
1
Table of Contents
Introduction:.................................................................................................................................... 3
Consumer Dynamics ........................................................................................................................ 5
Marketing Mix ................................................................................................................................. 6
Advertising Campaign:..................................................................................................................... 8
Creative Ideas .................................................................................................................................. 8
Media Mix:..................................................................................................................................... 12
Media Planning .............................................................................................................................. 14
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Introduction:
Brief:
To launch a new brand that specializes in subs, for instance, Subway. So we asked people,
what comes to their mind when we say SUBWAY. So we get many responses some peoples
say the like fresh, grilled, sandwich, footlong, green and some was saying salad, sauces,
healthy, vegetables etc. so after that responses we decided to launch our sub a we live in
Karachi which located to ocean so we thought to launch a brand that has its own niche and
we specialize in sea food which will be called “Sub Marine”.
Tagline:
“Catch the flavors”
Big Idea:
Committed to providing the highest-quality, healthiest seafood Subs cooked live, to
enhance its distinct flavor along with guaranteeing the freshness of its ingredients
Creative Brief:
SubMarine is a brand which aims to deliver fresh subs with a wide range of seafood fillings.
They prepare these at their LIVE Cooking Station through four cooking options being
offered to the customers which are, Bake, Grill, Steam and Fry. SubMarine guarantees its
ingredients are fresh since they will be prepared in front of the customers.
With the growing demand for seafood and its products, the fact that Karachi is located
close to the sea and since no one in the competition has introduced this concept, Submarine
promises to be a haven for seafood lovers, who wish to buy premium quality seafood Subs
in a hospitable, friendly environment.
Brand Personality: Distinct, Authentic, Smart, Modern, and Clean
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Unique Offering:
We divide ourselves into 5 steps of offering as follows:
5-Step-SubMarine
Protein
+
Cooking Style
+
Bread
+
Add Ons
+
Sauces
Key Structure:
We divided our key structure into two main domain which are as under:
Protein
Fish
Prawns
Scallops
Crab
Lobster
Squids
Cooking Style
Deep Fried
Grilled
Baked
Steamed
Air Fried
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Menu Ideas:
We offer six main items menu with other side offering as well.
Lobster sub
Fish n chips sub
Scallop salad sub
Tuna sub
Mini shrimp sub- appetizer
Fried shrimp sub
Consumer Dynamics
Target Audience Segmentation:
We divided our target audience in two basic categories such as primary and secondary
which are as follows:
Primary
Young adults, University & College students, Working Professionals
Seafood lovers
All Genders
Age: 20-35
SEC: A+, A, B+
Urban
Secondary
Working Adults, Housewives, Businessmen
Passion for fishing and seafood
All Genders
Age: 36-50
SEC: A+, A, B+
Urban
5
Marketing Mix
We use marketing mix to putting the right product to customer and right place to launch
and right price to exchange and right way to communicate for promotion so for this purpose
we use marketing mix as we need to know the very particular aspect of our business.
Product:
A product is an item that is built or produced to satisfy the needs of a certain group of
people. The product can be intangible or tangible as it can be in the form of services or
goods. You must ensure to have the right type of product that is in demand for your market.
So during the product development phase we focus on variety, Quality, Design, Features,
Brand name, Packaging, Services etc.
Place:
This comes with a deep understanding of your target market. Understand them inside out
and you will discover the most efficient positioning and distribution channels that directly
speak with our market and specially focus on these factors Channels, Coverage,
Assortments, Location, Inventory, Transportation, Logistic etc.
Price:
The amount of money charged for a product or service, or the sum of values that consumers
exchange for the benefits of having or using the product or service.
The price we set for our product is approximately 500 PKR
Promotion:
Promotion is a very important component of marketing as it can boost brand recognition and sales.
Promotion is comprised of various elements like:
Advertising
Personal Selling
Sales promotion
Public relations
BCG Matrix
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In Boston consultancy group we are lying in Question Mark because as we are new brand
and new category as well so audience have question marks in their mind so by time and
with our campaign we can shifted toward star.
Market Expansion Grid:
In product market expansion grid we are lying in product development because we of
newly launch product and right now we are in phase of developing our product.
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Advertising Campaign:
Objectives:
Create awareness & build an emotional connection
Generate trial for the brand
Bring top of mind
Initiate engagement with the audience
Establish a loyal community and build Brand Equity
Strategic Direction:
a) MEDIA INSIGHT
TV, YouTube and Digital are their main source of media consumption
b) CONSUMER & CULTURAL INSIGHT
Our audience is young, inquisitive and up to date. They make their own choices and always
look out for something new
c) BRAND INSIGHT
Offering Karachites a brand that specialises in seafood subs with various styles and unique
combinations
Creative Ideas
Campaign Break Down:
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Pre Hype Launch Post Hype
•Duration: 20 Days •Duration: 10 Days •Duration: 30 Days
•Daily Content •Launch of DVC •Functional Content
•Digital PR •Digital PR •Thematic Content
•Media Amplification •Media Amplification •Digital PR
•Native Publications •Native Publications •Media Amplification
•Facebook Groups & •Native Publications
Communities
Print ad
DVC Mood Board
Film starts with an aerial view of the sea port in Karachi, the camera zooms into the view
of a ship standing in the middle of the sea. A series of fast cuts show a fisherman throwing
a fish net into the sea, cut to the fishes being caught and brought into the ship. Cut to the
fishes are brought to submarine restaurant, the camera zooms to show that the chefs are
cleaning the fishes, lobsters, crabs and squids. Cut to the five step Submarine process is
shown. A close-up of the finest collection of seafood is shown, the first step select your
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protein appears on screen. Cut to a zoomed in shot of the breads selection is shown. The
text select your bread appears on screen different kinds of fishes are being cleaned and
marinated by the chefs in a fast paced treatment to show the variety of fish Submarine
offers. The text select your protein then appears on screen. Fast cuts show the different
kinds of fishes being cooked, grilled, and baked on high flame. The text select your cooking
style then appears on screen. All the subs are prepared and placed on the table. Split screen
shows all the different kinds of subs that our restaurant offers. A close shot of the subs
being placed at the customer’s table is shown, the customer picks up the sub and takes a
relishing bite enjoying the sub with his eyes closed. The scene fades to white and the
Submarine logo and tagline appears. Film ends with the call to action which includes the
location and the restaurant number and Facebook page details.
Digital Campaign food:
We will have a famous food vlogger like Bros Meet The World to host monthly challenges
on their channels to create awareness for SubMarine, the challenges
can be:
Most Unique Combination
Wipe it Clean in 90 seconds
PR Amplification:
To further leverage each digital activity, there will be PR push to accelerate it
and help reach the masses, such as:
Food and Lifestyle VLOGs
Online Food Groups and Communities
Food Bloggers
Native Publications
Celebrity Collaborations
Vloggers:
We targeted and short list some of you tubers and Vlogger’s for our digital drive.
PiruSaein
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Mooro – Taimur Salauhddin
Amna Hakim – Girl with the Green Passport
Ramish and Danish – DroolTV
Bilal Khan
Mangobaaz
Irfan Junejo
Noor Unnahar and Areeba Siddiqui
Food bloggers:
Here is the list food bloggers
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Media Mix:
Social Media Landscape:
Facebook Demographics:
Why video?
Facebook:
Online videos will account for more than 80% of all consumer internet traffic by
2020
Over 8 Billion Videos or 100 Million hours of videos are watched on Facebook
everyday
YouTube:
More than 500 Million Hours of videos are watched on YouTube everyday
Searches related to ‘how to’ on YouTube grew 70% from 2014 to 2017.
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Platform Strategy:
Platform with the highest number of fans and diverse demographic groups so higher
chances of visibility
Creative content creation including Videos to engage maximum audience
PR Amplification and collaborations with Influencers to attain varied audience
Media Plan and Spending
Build conversations as it is a two-way platform and interact with the Twitter
audience
Creating campaigns that are engaging and are conversation led
PR Amplification through micro bloggers to seed the word about upcoming
campaigns
Pictorial platform so create visually strong campaigns and seed photographic
content
PR Amplification through Instagram influencers and generate product placement
and advertisement content in an organic way Seeding Content
Generate UGC and create personalized hashtags for the brand or campaigns
Platform for video content as it is the biggest video content hub and attracts a large
audience
PR Amplification and Collaborations with YouTube Video influencers to integrate
product
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Facebook and
Google Adwords Local Publication
Instagram
Local Website,
Post Google Like: News website,
Promotion Display Blog Websites and
Banner Fashion base
Video websites
Promotion
YouTube Pre Native Articles
Digital PR Roll
Media Planning
Media Approach:
Placements
Relevant platforms and placements where target audience exists
Reach
High traffic platforms to ensure amplification of reach
Actions
Driving the results from paid push
Media Execution:
A mix platform initiatives listed on the right to be executed at varying pace and timelines
to ensure optimum awareness, and reach of the message. All this in aim to drive
consideration of our EZBuy campaign
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Media Budget:
15
