Post on 21-Apr-2017
CAMPAIGN PLAN FOR PRAN POTATO CRACKERS26.6.2014
CAMPAIGN OBJECTIVES Launch flavored potato crackers to
Gain back lost ground and become the sub-category leader
Create awareness Generate trial Generate top of mind recall
THE TG Pre-teens to tweens from SEC A/B Busy lifestyles encompassing
studying, spending time on Facebook, hanging out with friends physically and virtually
Interests include gadgets, the opposite sex, movies, music, sports, computer games, eating out
Major drivers: non-stop fun andfestivities
SWOT ANALYSISStrengths
- Wide distribution network- Existence in related
categories and therefore a large basket of products
- Different flavored potato crackers
- Price point and SKU
Weaknesses- Reputation
- Losing market share
Opportunities- More spending power of TG- Declining share of Bombay
Sweets
Threats- Competition can come up with similar flavors within a
short time
ENABLERS AND BARRIERS TO ACHIEVING OBJECTIVES
Four new flavors Distribution network Price point
Earlier brand experience
Attack from competition
Insufficient marketing activities
Enablers Barriers
BRAND IDEA AND POSITIONING STATEMENT Idea: Different flavors for different moods Pran Flavored Potato Crackers is the perfect
mood lifter no matter what kind of a mood you are in, as the fresh crispy potato crackers come in four different mouth-watering flavors in a convenient pack size and an even more convenient price!
CREATIVE MOOD BOARD Whether you’re solving a math equation,
enjoying a football match with friends, missing a playmate, out shopping or just hanging around, Pran Potato Crackers will give you just the right flavor to give you the right mood.
CAMPAIGN PLAN FOR ONE YEAR
Q1 Q2 Q3 Q4
ATL
Press insertions in Kishore AloTVCRDC
Press insertions in Kishore AloTVCRDC
Press insertions in Kishore AloTVCRDC
Press insertions in Kishore AloTVCRDC
BTL
BillboardsShop signageBranded carts of phuchka and chotpoti vendors
BillboardsShop signageBranded carts of phuchka and chotpoti vendors
BillboardsShop signageBranded carts of phuchka and chotpoti vendors
BillboardsShop signageBranded carts of phuchka and chotpoti vendors
Digital
Games involving the 4 flavors on Facebook
Games involving the 4 flavors on FacebookRecipe contest involving the 4 flavored chips
Games involving the 4 flavors on Facebook
Games involving the 4 flavors on Facebook
Events
Taste to Win – blind tests to identify one of the 4 flavors on college and school campuses with smartphones, Tabs, etc as top 20 gifts on each campus
Branded hand fans distribution to Pohela Boishakh revelers on 14th April
Sponsorship of inter-school and inter-college cricket, football, cycling, computer gaming contests
Sponsorship of badminton tournaments in small neighborhoodsSponsorship of riddles, puzzles, quiz programs in schools and colleges
Special offers
Trial pack offer with PRAN lassi, juice
Special discount offer on Pohela Boishakh on purchase of all 4 packs
Tie-up with Airtel, Robi, GP, TeleTalk – particular amount of top-up to win free Pran Flavored Potato Cracker packs
THANK YOU!