Importance of below the line techinqes for scoopy:BTL techniqes are very important for any new product whenever its lunch in the market so as we are introducing a sepcial product which will neeed heavy addvertising specially below the line techniques to make aware all the maas market . Below the line addvertising is important then genral and virtual addvertising as addvertising is one way commnication directed to a large audience using simple message but as compare to below the line , below the line activities takes the form of dilouge so it enable the market to listen and learn and also in this way customer knowledge is created through better understanding and commincation. Below the line addvertsing can be used to activiate consumer to show good attitute towards the brand . resrearch show that 70 percent of purcahse decssion is made on the spot , 15percent of those who are loyal customer and avearge consumser chose one brand over other just in 4.3seconds so to influence the purchaser below the line techniques work best.( http://www.marketing-interactive.com/news/898)Below the line techniques have many benefits such as it will reduce cost and it will target better the audience so below the line can help us to gather better feedback about the product . market is changing day by day and competition is going tough day by day in soft drink industries but we are here to introduce a product of sugar cane which is first time lunched by safi co drinks in paksitan so we have a kind of competitive advantage because it will be use a juice and also energy drink so here we can promote our product by different BTL techniques BTL techniques ensured recall of the brand while at the same time highlighting the features of the product. BTL promotions are targeted at individuals according to their needs or preferences. While Above-the-Line promotions can establish brand identity, BTL can actually lead to a sale. Above-the-line promotions are also somewhat impossible to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment.http://brandactivationideas.blogspot.com/2010/04/tug-of-war-between-atl-btl.htmlBelow the line (BTL) advertising is a more direct way of communication with the target audience. In todays challenging marketing environment, marketing teams are advised to find ways of communication with the target market in more direct and cost effective ways. Therefore not only small and medium size businesses, but large multinational firms are using different below the line advertising methods to communicate with their target market. Below the line advertising is helpful when there is a limited target market to be approached. An interesting point in using below the line media is, that most of the below the line techniques bear only initial charges and rest of the time a business can enjoy promotional benefits with no cost at all. Unlike traditional media like TV, Radio and Print, where business is charged for a longer period of time.

BTL techniques in three different situations :As our product is in introduction stage Advertising at introductory stage is much important for a product to be successful in the market. Companies spend heavily on advertising when then introduce a new product to the market. The main purpose of advertising at this stage is to create a 'know how' about a product.so we will use following kinds of BTL techiniques in different way Billboards Transit adds Handbags Policeman sunsheeds and bus stops Flyover Fountain chowak Ambient adds Shealth adds Internet adds Gifts with purchase Billboards: every business in Pakistan is using various type of advertising where excessively using of billboards which is not only business favoriable tools but customer also higly prefare it in paksitan in this regard ,the scoope billboards will design in such a way that it will attract customer and we will use simple adds the message will be clear and the customer will easily know the message what we are trying to convey the message about new product . we will desighn different billboards according to its location ,design the billboards which are situated close to hospitals will be changed in conveying of message for example the message will be more focused on health such as drinking a scope a day will keep urologists away on the other hand the billboard for crowded area will be more focused on eye catching of customer with conveying of attractive message for example wake up and taste the best, taste the delicious pizza with pizzahutt , in the case we have planed to use co branding strategy with pizzahutt as sting did with KFC.moreover, we will organized properly billboards for our product in various cites of Pakistan ,if we take example of Peshawar KTH is famous hospital in Peshawar we will cover that area , the flyover area of KTC and UNIVERSITY OF PESHAWAR and we will convey the health care message to the audience all the flyover which is touched with the main gate if KTCH will be covered with scoopy billboards on the other hand the billboards for general public areas will desighned in different way and carrying different message according to the place it cover for example we will organized our billboards pm GORA GABRISTAN,HAYATABAD PHASE 3 CKOWEK and other city areas of Peshawar Transit ads As in paksitan the usage of buses and rackshaws for travelling at top priority. This transport system will helpful in the popularity of product so in this case the rackshaws and buses will be pained with scoopy stander colour and pictures.with travelling of thses transport will spreed the awarneness of product Hand bags: we will desighned hand bags in such away that will indicates that person is movin the hand shelf which is full of scoopy picksPolice man sheeds and bustops: as in paksitan the hot climate is moving on so in this case this the trafiic police man will be protected from sun heating and also we will get reached to the complaints of those passangers who suffers sun heating in busstop in order to cope with their complaints we will desgihn sun shed umbrella with the pictures of scoope. hence , using this kind of BTL techniques give the imperrision of publicity among people as wellFountain chowak:n as devellpement isssues is moving very aggersivaly especially in Hayatabd and pahse 3 chowk so in this case we will requested to govornoment to construct an attractive kind of intersection in crowded area of Peshawar . the intersection will desighned will be something new for the people of Peshawar . it will desighned in such away that there will be a water founatain in circlular shape by scoope bottle which gives impression that drops of sugar cane is falling from led of bottle Ambient adds: ambiaent adds are using a lot in aboraod so as this cost low and also have impact on the product and easy to craet brand awareness among people so we will desgined our adds in hospitals lift with a scoope logo and pictures that will creat a brand awarnedd among those people who are unaware of this product and also it will good for those peple who are patient of kidney they will aware of its benfits easily Shealth adds : cricket is passion of paksitan and most of the people love to see the match of cricket domestic as well international so we will desighn the shirts, caps, with scope logo and pictures so while using this stuff of scope the crowded audience will notice about the brand and will creat brand image and it give impression to the potential customer that scope is also well known brand .Internet adds:it is internt which is all about and internet play an important role in every part of life in using of social network is rising day by day so in this case this is another opportunity for scope to promote their product with thise techniques by using FACEBOOK and TWITTER not only to promote the prodct and also get a feedback of customer and also can cope with the companints of product