Contents Situational analysis8 Industry name:8 Company name:8 Product name:8 Mission Statement8 Making you Happy8 Walls History9 GROWTH RATE10 PRODUCT LINE10 oPackaging11 TARGET MARKET12 Current Marketing Mix12 oProduct:SS12 Flavors:12 oPrice:12 oPlace:13 oPromotions:13 Target audience13 Target Market:13 Product Review14 Product name:14 Walls Fruttare Ice Cream14 Price of Product:14 Ingredients:14 ICE CREAM MANUFACTURE15 SWOT ANALYSIS OF WALL’S FRUTTARE ICE CREAM16 oSTRENGTHS16 oWEAKNESSES16 oOPPERTUNITIES16 oTHREATS17 COMPETITORS REVIEW17 OMORE17 oHico:18 POSITIONING THE PRODUCT18 COMPETITIVE ADVANTAGE18 Market Segmentation19 Walls Fruttare have divided market into these segments19 Demographically Segmentation20 GEOGRAPHIC SEGMENTATION20 Behavioral Segmentation21 Benefits:Quality, taste21 Buying behavior21 CONSUMER INVOLVEMENT21 Potential target audiences and user profile22 Students:22 Kids and teenagers:22 Consumer decision Process22 Problem reorganization:22 Informative search:23 Internal search:23 External Search:23 Evaluation of alternatives:23 oEvoked set approach24 Multi-attributes approach:24 FCB (Foote, Cone, Belding) Model25 Marketing and advertising plan26 oMarketing objective:26 •Pricing strategies:26 •Promotional strategies:26 •Distribution strategies:26 Wall’s Fruttare Distribution Channel27 Target audience27 oTarget Market:27 oDemographics:27 oPsychographic:28 oPositioning strategy:28 Communication objective28 DAGMAR model:28 Integrated Marketing communication Mix29 oMarketing Mix29 •Awareness29 •Interest29 •Desire29 •Action29 Communication mix30 oMarketing Mix30 oSTRENGTHS30 oWEAKNESSES30
Source, message , Medium31 oSource31 oMessage31 oMedium31 s Estimated Budget32 We decide to Estimated our budget as follows32 oBudget for T.
V Add32 oBudget for bill boards and panels32 oEstimated Cost of Billboards33 oStreamers cost: PKRS.
70. 75,512divide into 3 cities33 oPrint media: cost PKR 54,75,99934 Summary of Total Budget Allocation35 Promotional campaign guidelines35 oCreative objective35 oCreative strategy35 oElectronic Media36 oSlogan of walls Fruttare36 oAdvertisement Appeal36 Media plan of “FRUTTARE”37 oMedia objectives37
Reach & Frequency of exposure desired, and Impact37 Make Media Plans for Electronic, Outdoors and Print38 Message Continuity38 oGeographic scope of our promotions38 oMedia Strategy38 Summary39 WALLS FRUTTARE ICE CREAM ? Situational analysis Industry name: Food industry Company name: Walls ice cream Product name: Walls fruttare ice cream Mission Statement “Unilever’s mission is to add vitality to life.
We meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life. Making you Happy Few foods are guaranteed to put a smile on people’s faces like ice cream. But while ice cream should always be fun, we’ve an ever-growing range of lower fat, lower sugar products. Heart brand now provides lighter versions for those watching the calories and smaller sizes for smaller appetites, as well old favorites – there’s something for everyone Some ice creams are best as an occasional indulgence, but others can be a regular treat, and eaten sensibly, ice cream can be part of a healthy balanced diet.
Heart brand is developing products that are lower in fat, sugar-free, lactose-free, as well as low-crab options and those with more nutritional ‘goodies’ like calcium and fruit. For example: * Two scoops of Cornetto (a 100ml serving) have only 79 calories and 2. 4g fat. * Magnum Light (170 calories/10g fat) has 30% fewer calories and 33% less fat than Magnum Classic. Walls History Wall’s is the brand name of Unilever’s Heart brand ice cream business, used originally in the United Kingdom and also currently (2006) in Hong Kong, China, India, Indonesia, Jordan, Lebanon, Malaysia,
Maldives, Pakistan, Qatar, Saudi Arabia, Singapore, Thailand, United Arab Emirates and Vietnam. Wall’s (Ice Cream) Ltd is the name of the company that for many years, as an independent and then as a Unilever subsidiary, made and marketed the Wall’s brand of ice cream in the UK. Originally an independent British meat producer, Thomas Wall and Son Ltd reputedly considered manufacturing ice cream in 1913 to fill in the seasonal downturn in sales of meat pies and sausages in the summer months, but the advent of the First World War prevented this.
Walls was acquired by MacFisheries in 1920 and then (1922) by Lever Brothers Ltd (together with Margarine Union, the founder company of Unilever). Ice cream production commenced in 1922 at a factory in Acton, London. As ice cream grew in significance, Unilever split the company into two, T Wall and Son (Ice Cream) Ltd and T Wall and Son (Meats) Ltd, selling off the meat company in 1994. In 1959, Wall’s doubled capacity by opening a purpose built ice cream factory at Gloucester, England.
Unilever continues to use the brand for ice cream in the UK Whilst remaining (2006) the market leader in the UK in impulse hand held products such as Cornetto and Magnum, and creative in-home products such as Viennetta, the Wall’s brand faces severe competition from the major supermarket brands and to a lesser extent from Nestle’s ice cream and ice lollies (absorbing the Rowntree’s and Lyons Maid brands), and Mars, spin-off ice cream products. GROWTH RATE The ice cream industry itself is growing with a reasonable rate, but for WALL’S the growth rate is quite encouraging.
The major reason for prevailing this dream like growth rate is the radical growth seen in Cornetto in recent years. WALL’S growth rate for recent year was 12%. PRODUCT LINE Wall’s is a consumer product with a very long range of ice cream brands. Which are shown in the annexed table. Products| Flavors| Cornetto| Mango, Classico, Strawberry| Feast| Chocolate, Kulfa| Split| Mango, Strawberry| Solo| Mango, Kola Raspberry| Mini milk| Samar, Kulfa| Paddlepop| Banana, Rainbow, Chocolate-Fudge| Fruiti| ————————-| Topten| ————————-|
Star Cup| Vanilla, Mango Slash, Vanilla, Chocolate, Strawberry| Family Pack (1 liter)| Mango, Chocolate| Wall’s has introduce a lot of brands with different flavors, the customers has so many options to select the brand according to their taste. This creates a good image in the mind of the customer which resulting the customer loyalty about the Product. * Packaging : Multiple packaging ?Small packs: • Sticks • Cones • Cups ??????????? Take home packs: • ? liter packs • 1 liter packs • Tubs ???????????? Bulk packs: * 10 liter packs TARGET MARKET
It is the process of evaluating each market segments attractiveness and selecting one or more segments to enter. Some time companies are able to target every segment, because they are financially strong and they can arrange a vast product line. Wall’s have been introduce different verities with different pricing of which some of are has high price that can only attract high income group and wall’s has also different brands with low price which can be easily purchase by low income groups. Wall’s is easily available in urban and rural areas all over the country.
Wall’s has been targeted every segment and we can say that wall’s has a Fragmented market. Current Marketing Mix * Product: WALLS FRUTTARE Flavors: MANGO, STRAWBERRY, GRAPES * Price: PKR 30 * Place: Everywhere in Pakistan. * Promotions: * Sales promotion: free sampling * Advertising: TVC, Billboards, Print media Target audience Primary target audience: Target Market: * Generation X (8_15) :STICK LOLLY * Generation Y (18—24 yrs): STICK LOLLY * Student,Professional Secondary target market: * Children and teenagers Product Review Product name: Walls Fruttare Ice Cream
It is just a lolly. which has 70% or maybe 75% fruit in it which means more flavour and less sugar. I like an ad of Fruttare but , myself and my entire family are huge fans. Available in three flavours; mango, strawberry and grapes,. The advertising, also, has been spot on. The roads are covered with Fruttare with lollies appearing on the ground, on billboards or pole banners and on TV. Hubby dear and myself came across a BTL activity at the Forum mall today which was both fun and rewarding. While I lost the game, hubby dear won the jackpot and was the proud owner of two Fruttare!
Even though we hated Walls Badami (a kulfi icecream which you should never try), Fruttare has won us completely. Ice cream is a very feel good product. , you transports you to the past, to your childhood, a carefree and happy time. So go out there and make the child inside you happy with not one, not two but three amazing lollies! Price of Product: The price of walls fruttare is rs. 30. Ingredients: Ice confection containing pulp, sugar, natural colour, stabilizers, citric acid, and natural flavour ICE CREAM MANUFACTURE
The basic steps in the manufacturing of ice cream are generally as follows: * Blending of the mix ingredients * Pasteurization * Homogenization * Aging the mix * Freezing * Packaging * Hardening SWOT ANALYSIS OF WALL’S FRUTTARE ICE CREAM SWOT analysis a method that help to identify the product or company Strength, Weakness, Opportunities, and Threads. SWOT ANALYSIS * STRENGTHS * Innovation. * Strong brand name. * Certified under the health certification. * An attractive packaging. * Exists from a long time ago. * Low competition * Captures a lot of market with other products under this brand name. WEAKNESSES * No past experience in this product. * High investment required. * OPPERTUNITIES * Further innovation in the product. * Gap in Mkt. for diet ice cream, which Wall’s can cover because they are more, establish than other’s. * Walls proves itself to be quality oriented product and maintain good taste and standard, than it would be able to create a strong position in all (Pakistan) for a long period of time. * THREATS * Hico and Gourmet AND Omore is also new comer, but rapidly increase in their Market share is a big threat for Wall’s. * Any new entrants. Competitors have more loyal customers COMPETITORS REVIEW * Omore * Hico * Gourmet * OMORE OMORE Ice Cream is a famous ice cream brand in Pakistan. It is manufactured by Engro Foods Limited. As a brief introduction, Engro Foods Limited is a multipurpose manufacturing company. It was established in 2004 and is mainly involved in the manufacturing and marketing of various industrial and consumer products including dairy products, fruit juices, ice cream, industry, chemicals and rice/agriculture produce. Omore is manufactured by Engro Foods Limited which is a subsidiary of Engro Corporation Limited.
Engro Corporation’s portfolio consists of seven businesses which include chemical fertilizers, PVC resin, a bulk liquid chemical terminal, industrial automation, foods, power generation and commodity trade. The brand OMORE has been well established since 2009. OMORE has a fully automatic ice cream manufacturing facility, and has a production capacity capable of producing more than 4. 5 million liters of dairy ice cream a year. It is marketed in major cities of Punjab. OMORE Ice Cream has initially introduced to limited cities across Pakistan such as Karachi, Islamabad, Multan, Lahore, Sahiwal.
Today, the OMORE brand is considered to be the favorite in its hometown Lahore. OMORE Ice Cream produces a variety of flavors, including chocolate, vanilla, mango, strawberry, orange, kulfi, caramel as well as many more. OMORE Ice Cream is one of the few brands in Pakistan to manufacture pure dairy ice cream. After almost 2 years of its launch, Karachi has finally tasted omore. Shop fascias, round shaped small boards, mobile ice-cream trolleys are very much apparent around the city. * Hico: Hico is one of the oldest selling brands in Pakistan, dealing in pure dairy ice creams.
Popular flavors are praline, mango, mixed fruit ice cream, and kulfa. Hico is considered as are actual competitor as they are dealing in the same product line which is dairy ice cream but still e has a competitive edge that we’ll be producing fresh fruits Ice cream with fruit chunks. POSITIONING THE PRODUCT After realizing the need, potential in market and rapidly increasing growth and market share of the product. The company launches a WALL FRUTTARE ice cream and expands its product line. Company tries to position it as an economical, qualities, and variety of features.
Which can be easily sell at any times anywhere in the country. Company existing position in the market also helps to position it successfully in Pakistan economy. COMPETITIVE ADVANTAGE * it is innovative product of walls . * it is available in different flaour. * Low fat with less surgar. * Fruits used in 70%and 75% * Best quality and pure taste avail uin markets. * Minimum prices with loyal customers. * Attractive packageing * It good brand image. * Durability long time. and remain good taste. And quality. Market Segmentation A market segment consists of a large identifiable group with a market.
Buyers are differ in their wants, purchasing powers, geographical location, buying attitude and buying habits Walls FRUTTARE have segmented market according to consumer characteristics and consumer response. Walls Fruttare take advantage for both these strategies. In identical consumer characteristics those whose geographical, demographic and psyhographic characteristics are common and from an other those customer who give much attention to benefits, occasions and brand. Walls Fruttare have divided market into these segments 1. Demographic segmentation. 2. Geographically segmentation. 3.
Psychographic segmentation. 4. Behavior to word Product. The wall’s Fruttare segmented the entire market into such segments, which are differentiable through: Demographically Segmentation Age: Teenage, 20to40 years. Family Size: 4 to 5 members. Gender: Both male and female. Income: RS 15,000 to RS 35,000. Occupation: Professional, Technical and Students, businessman Social Class: Middle Class. Walls Fruttare introduce the brands for the younger as well FRUTTARE as the children’s. Wall’s FRUTTARE targeted both high as well as low-income gourds.
In simple word we can say that wall’s introduce of all income and all age groups. GEOGRAPHIC SEGMENTATION Region South Asian Region Pakistan, . Density Urban, rulers Climate Both Northern & Southern region of Pakistan. This is segmenting the market on basis of location the factors contributes in it is mainly, the number of population of that area and the living standard of that particular location. The wall’s has been targeted both urban as well as rural areas. Behavioral Segmentation Occasions:For regular occasion.
Benefits:Quality, taste Buying behavior Buying Behavior is the decision processes and acts of people involved in buying and using products. CONSUMER INVOLVEMENT Involving customers in product consumption and making marketing strategy can result in more chance of success and improvement of product, while at the same time strengthening relationships and creating mutual benefits. all the 4 P’s and other stimuli like social and economical are well consider to get response as a product and brand choice and to compel consumer to purchase our product This will lead us to follow these steps. Asking customers before launching our product * Setting up a user Group * Asking customers to evaluate new products * Issuing new product announcements * Understanding our customers * Assess the value of our Product * Analyze customer’s reaction Potential target audiences and user profile Students: In young age, mostly students and children are like the different flavor of ice cream. specially,in summer season every one like the ice cream. and every one easily purchase the ice cream. WALLS FRUTTARE is anew launch of walls company. mostlly students prefers the taste and quality product of walls.
Kids and teenagers: All age groups prefer ice cream quality and taste. Due to the WALLS FRUTTARE quality and taste and with natural flavors kids and teenagers Prefers more our products. It is not just a lolly. Which has 70% or maybe 75% fruit in it which means more flavour and less sugar. familes and kids are huge fans of WALLS FRUTTARE ice cream. Consumer decision Process * Problem Reorganization * Information search * Evaluation of Alternatives * Purchase Decision * Post purchase evaluation Problem reorganization: The first step starts of consumers buying decision process.
Which occurs when the consumer search out a need or want. How consumer notices a need or wants for a product which makes him/her? When consumer want to get some things different , then a need gets created to overcome its thrist and fulfill his desire.. Informative search: Every potential Consumer accumulate a search or gets information that might satisfy or meet the need and wants.. every consumer which starts with respect of specific product. he conducts an internal search. This includes memories of past experiences as well as the examination of other brands. Internal search:
If a brand has obtained a high level of brand equity,the brand is creating agood image in the consumer min and Internal research creates a good image to purchase. Internally the consumer perceives different product by their loyalty or affiliation. External Search: The consumer mostly spend time in market search. they are three factor Ability, motivation, cost and benefits. WALLS FRUTTARE is introduced by WALLS which is well known brand of UNILEVER in all over the world. It creates a good image of WALLS FRUTTARE. FRUTTARE is advertising very well which create the awareness in consumer mind.
Evaluation of alternatives: Three models can be utilized to portray the nature of the evaluation process. * The evoked set approach. * The multiattribute approach. * Affect referral. * Evoked set approach * Inept set: The inept set consist of the brands that are part of person create a good image that are not considered because they elicit it negative feeling. WALLS FRUTTARE is newly launched and creating a positive image. * Inert set: The inert set holds the brand that the consumer is aware of but the individual has neither negative nor positive feeling about the product.
The lack of knowledge of the product usually eliminates it. WALLS FRUTTARE is becoming a loveable product among its target audience. * Multi-attributes approach: Another model of methods consumers use to evaluate purchasing alternatives is the multi-attributable approach. It is very useful method to create awareness about the product. FCB (Foote, Cone, Belding) Model High involvement and Feeling Quardant(Affective) -Feel—Learn—Do Walls Fruttare lies in the second quadrant of FCB model due to effectiveness of its quality and taste.
This product decision has high involvement but requires less specific information. Therefore an attitude or feeling towards the product buying decision process is more important. Marketing and advertising plan * Marketing objective: 1)To achieve maximum market share 2), increase sale 3) create awareness among people. 4)Customer satisfaction. 5) Continue product modification and improvement effort to increase customer benefit and reduce cost * Pricing strategies:
The prices strategy of “WALLS FRUTTARE”:ICE LOLLY available in makets at PKR :30, , which is most suitable for the middle and elite class, this pricing strategy, is very prominent against Other ice cream competitors in Pakistan, WALLS FRUTTARE offer different flavours in markets. * Promotional strategies: WALLS FRUTTARE promotional activities includes print media promotion, electronic media promotion, outdoor media activities which includes billboards, communication mix includes, direct marketing, personal relation, advertising, internet marketing. * Distribution strategies:
We are offering WALLS FRUTTARE is easily available through different distridubution channels. Wall’s Fruttare Distribution Channel Producer warehouse Retailer consumer Wall’s select this channel because its target market is urban as well as rural area and it is not possible for the Wall’s to place its product to all the segments directly or with short channel. Target audience Primary target audience: * Target Market: * Generation X (8_15) :STICK LOLLY * Generation Y (18—24 yrs): STICK LOLLY * Student,Professional Secondary target market: * Children and teenagers Demographics: Gender: Male and female Age: generationX & generation Y Income: RS 30000 (monthly income) * Psychographic: Buying behavior: it is an important step before buying the produet. People of Pakistan try different products which differ from other products. Awareness and trail is the key factor and first step which helps buy people according to necessity. Decision making: We live in male dominant society where males are onto making decisions and spend according to their earnings. WALLS FRUTTARE starting price is 30 rupees so making decision is not a big deal for a common person. * Positioning strategy:
The plan suggested would project as a high quality brand. Considering OMORE ICE CREAM consumer leaving the market and the consumers are running out of alternatives, now would be the best time for WALLS FRUTTARE to take advantage of the market. Consumer Behavior analysis and purchase patterns suggest that the perception of the brand is important. The plan would try to improve that. Communication objective DAGMAR model: Defining advertising goals for measured results is the full form of DAGMAR. The DAGMAR model was built around four stages of communication results, Awareness, interest, desire, Action.
Walls fruttare communication strategy fulfill AIDA requirement and thus it lies in AIDA also lies in FCB model. Integrated Marketing communication Mix * Marketing Mix Product: Walls Fruttare Three flavors: Strawberry, Mango, Grapes Price: Fruttare ice Lolly Rs:30 WALL’S is creating awareness about its new products such as Walls Fruttare for this purpose it is using huge signboards on the major square of the cities and more importantly both the print and electronic media for advertisement and for that it is following AIDA model. Awareness The WALL’S uses print and electronic media plus the sign boards initially just to create awareness and knowledge about its new product as these days it is giving A lot of adds of both of its newly launched products FRUTTARE. * Interest As the public gets awareness of the produces of WALL’S the next step is to create interest among the target buyers about the product which is again done through advertisement. * Desire The WALL’S create curiosity among the customers and transform that curiosity into the desire of the product. * Action
Finally to make the customer purchase the product this is the final thing to be done in model. Communication mix * Marketing Mix Product: WALLS FRUTTARE flavors: MANGO,STRAWBERRY,GRAPES Price: PKR 30 Place: Everywhere in Pakistan. Promotions: Sales promotion: free sampling Advertising: TVC, Billboards, Print media * STRENGTHS * Innovation. * Strong brand name. * Certified under the health certification. * An attractive packaging * Low competition * Captures a lot of market with other products under this brand name. * WEAKNESSES * No past experience in this product. Less awareness Source, message , Medium * Source Twenty percent of the giant company uses CELEBRITY ENDORSEMENT. The source of advertisement will be just a TYPICAL PERSON. WALLS FRUTTARE strategy is to pull common people through PUSH typical people. * Message . It is just a lolly. which has 70% or maybe 75% fruit in it which means more flavour and less sugar. I like an ad of Fruttare but , myself and my entire family are huge fans. Available in three flavours; mango, strawberry and grapes,. * Medium Walls fruttare is using electronic, print media as a source of medium.
Majorly walls fruttare is using Electronic media so as for the rapid awareness of the product as it is highly effective source of medium. Initially apart from ads shown on the major TV channels, Sting is using free sampling campaigns as the most suitable and effective source. The messages conveyed by different communication vehicle: * TVC: It creates unlimited energy and makes the impossible, Possible. * Billboard: Product will be focused and the supernatural things occurring will be highlighted. * Print media: The message in billboard will be displayed in print media as well. s Estimated Budget
PKR19, 200,000 for T. V adds. (19. 20 million) PKR 20,53,3000 bill boards and posters. PKR 54,75,999 for print Advertisement: magazines, newspapers and broachers. Total Budget:45,20,8999 We decide to Estimated our budget as follows * Budget for T. V Add For T. V add PKR 2,000 per second for prime time at slot available air time, for 30-40 sec: one T. V add costs PKR 80000 for once and for 4 T. V channels 80000x 4=320000 once on 4 channels. We decided to make our T. V add on-air 2 times in a day on 4 channels which costs: 320000 x 2 = PKR 640000 per day cost of 4 channels airtime.
For 30 days campaign 640000×30: 19,200,000 PKR for 30 days. * Budget for bill boards and panels PKR 20,53,3000for Spectacular/bill boards (60 x 20, 1200 sq feet): 18Targeted Regions: Lahore A: D. H. A, Airport, Fortress stadium, jail road. Lahore B: Thokar Niaz Baig (Near Uni. Of Lahore), johar town (Shukat Khanum), model town (Link road), Iqbal town (Wahdat road). Lahore C: Chuburji (Round about) , Karachi A: Saddar road, Clifton. Karachi B: Gulshan, Defence Road, Airport road. Islamabad: Blue area, Air port road, Muree road, Parliament house road. Total 18 Sites in 3 cities: Estimated Cost of Billboards Contents| Budget(PKRS)| Skin printing cost (21,5 00×18 sites)| 38,7000| Vendor charges (23,2000×18)| 41,76,000| Taxes 16%, GST 1% (10,880×18)| 195,840| Total cost| 47,58,840| * Streamers cost: PKRS. 70. 75,512divide into 3 cities Regions: Lahore A, Lahore B, Lahore C: 23,58,504(main boulevard, canal road, motorway interchange, mall road) Karachi A and Karachi B: 23,58,504(Gulastan. e. johar, gulshan, defense road, airport road, Clifton) Islamabad: 23,58,504(Islamabad interchange, Supreme Court road, aabpara road, muree road) Summary of streamers cost:
Regions| Budget| Lahore (A)| 23,58,504| Lahore (B)| | Lahore (C)| | Karachi (A)| 23,58,504| Karachi (B)| | Islamabad Total| 23,585,04 70,75,512| * Print media: cost PKR 54,75,999 Magazines, newspapers and broachers are tools used in print media, we split cost into 3 classifications: Summary of Print media: ITEM| Budgets| Magazines| 18,25,333| Broachers| 18,25,333| Newspapers| 18,25,333| Total| 54,75,999| For print media we cover these news papers and magazines: The news, Dawn, Jang and nawa-e-waqt, Akhbar-e-Jahan.
Summary of Total Budget Allocation Contents| Budget(PKRS)| Television add| 19,200,000| Spectaculars/billboards/posters| 20,53,3000| Print media| 5475999| Total Cost 45208999 (45. 20)million| | | | Promotional campaign guidelines * Creative objective The strategy adopted by walls for their new product fruttare is to create awareness about fruttare with particular brand image. So as to emplace the fruttare in customer’s mind. They are strongly focusing on advertisements. To create a new trend of using a new ice lolly in less price.
And also provide the quality information about the walls fruttare ice cream and also increase the customer traffic through advertising. * Creative strategy The task which has been assigned to us is exclusively for the new product which is newly launched. So fruttare is a new born product which is for kids and teen agers. The working includes TVC, and print media. * Electronic Media In TVC ad we are giving a theme which is deliberately try to show the fresh fruits that are the one of the ingredients of fruttare coming out from fresh fruits.
And it contains the taste of fresh fruits of summer and it contains 70 % real taste of fresh fruits. It is free from artificial flavors of fruits because our target market is kids and teen- agers. it is launched in three flavors mango, strawberry and grapes. Because these are the favorite fruits of children in summer and they feels fresh and fulfill their needs and wants and make the happy and enjoy. The features and benefits of eating fruttare are unlimited and the consumer would fantasize its uses. * A consumer gains 60 % kcal/ product. Free from sodium , fats, and cholesterols. * Slogan of walls Fruttare The Slogan of walls fruttare is ”. MAKING YOU HAPPY” Objective: To achieve the market share and customer satisfaction through awareness. Method: Through Tvc and billboards, newspaper and magazines create awareness and remind the brand image in the minds of customers. * Advertisement Appeal The execution style adopted by fruttare is EMOTIONAL at the beginning and RATIONAL at the end. The ad includes the Pricing, brand image, availability. Media plan of “FRUTTARE” * Media objectives
Our brand “fruttare” offers quality and taste to consumers, but to attract more customers through advertisement plan, and focus on our main brand image. we interact with the ad agency to develop art works on our creative brief. Our campaign is for 30 days all over the Pakistan in which we cover electronic media, Outdoor activities and Print media are included. Creative brief and SCRIPT of T. V Add: In TVC ad we are giving a theme which is deliberately try to show the fresh fruits that are the one of the ingredients of fruttare coming out from fresh fruits.
And it contains the taste of fresh fruits of summer and it contains 70 % real taste of fresh fruits. It is free from artificial flavors of fruits because our target market is kids and teen- agers. it is launched in three flavors mango, strawberry and grapes. Because these are the favorite fruits of children in summer and they feels fresh and fulfill their needs and wants and make the happy and enjoy. The features and benefits of eating fruttare are unlimited and the consumer would fantasize its uses. * A consumer gains 60 % kcal/ product. * Free from sodium, fats, and cholesterols.
Reach & Frequency of exposure desired, and Impact We plan to distribute our product at out door locations where the reach and frequency will be easy and in reach of every people which makes people to buy our product. Make Media Plans for Electronic, Outdoors and Print We will lunched this advertising campaign for 30 days: billboards and posters on DHA area Lahore, we prefer the billboard on Allama Iqbal Airport road, on the bridge to Allama Iqbal Airport, farozpur road, main boulevard road, cover under passes with bridge panels (Doctor hospital, campus bridge, Dharmpura underpasses),. nd outside college and universities and restaurants and general stores. For print media we cover these news papers and magazines. For Electronic media we pay for air time ad from Geo T. V , PTV,EXPRESS HUM TV, Other local cable channels in Lahore. Gross Rating Points(GRP): The formula being used by GRP is CPM = (Cost of Media/Total Audience) x1000 Message Continuity We will use continuity of message through advertisement compaign so that people ca n reminds our product again. * Geographic scope of our promotions
Through TVC ad very cover all regions of Pakistan so that people can prefer our product on others. * Media Strategy It has been discussed previously in phase 1. Summary It is just a lolly. which has 70% or maybe 75% fruit in it which means more flavour and less sugar. I like an ad of Fruttare but , myself and my entire family are huge fans. Available in three flavours; mango, strawberry and grapes,. The advertising, also, has been spot on. The roads are covered with Fruttare with lollies appearing on the ground, on billboards or pole banners and on TV.
Hubby dear and myself came across a BTL activity at the Forum mall today which was both fun and rewarding. While I lost the game, hubby dear won the jackpot and was the proud owner of two Fruttare! Even though we hated Walls Badami (a kulfi icecream which you should never try), Fruttare has won us completely. Ice cream is a very feel good product. , We have chosen newly launched product of walls company “WALLS FRUTTARE “for advertising and promotional campaign. After seeing competitive analysis we will design logo and slogan of our product.
Our vision and mission shows the information and objectives of our product. The whole idea revolves around the advertising campaign of the brand. . We further categorize Lahore into A, B, C, and Karachi into A and B and Islamabad. According to this we divided budget into different sections according to their importance. The T. V add is the main medium for our Campaign which will on air on 4 different T. V channels which increases the reach and frequency among people, this campaign will run for 30 days.
Other mediums like billboards, hoardings allow people to watch add while driving, walking on the road, print media with different magazines; news papers and broachers increase the promotional activity regarding our brand. The budget of forty five million very adequate to use on those mediums, our brand of “WALLS FRUTTARE” made for getting attraction of people, we make our art work just according to the product, when people see our advertisement, they feel of happiness thirst and cool will increase and result in people willing to get “WALLS FRUTTARE”