PROMOTIONAL PLAN

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Bread
MARVEL BREAD
It is a flavored bread with three flavors:
 Chocolate

Mango

Strawberry

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 LOGO

Brand name MARVEL Bread represents the amazing and

exciting view of the product

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SEGMENTATION
 Psychographic: Lifestyle & Social Class
 Behavioral: Benefits, interest & attraction
 Demographic: Age & Income
 geographical area: city size & urbanity

TARGETTING
 Target Market: Children
 Target Audience: Children, Mothers and Youngster

POSITIONING
 Attributes(flavors)
 Value (added fun & variety to daily breakfast)
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SLOGAN
 Introductory slogan:

“NO MORE BORING BREAKFASTS!”

 Slogan to be used afterwards:

“BREAKFAST IS FUN!”

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 DISTRIBUTION

Currently, introduced in three major cities:

Lahore
Karachi

Islamabad

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 PROMOTIONAL PLAN
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PROMOTIONAL OPPORTUNITY
 The market for Bakery and cereals in
Pakistan increased from 2002-2007, and is
growing at an average annual rate of 10.8%.
The political scenario as well as the legal
scenario is not posing any threat to the bread
industry.

 STRONG PRODUCT DIFFERENTIATION

No other flavored bread currently exists in
the market

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PROMOTIONAL OBJECTIVES

 To earn profits
 To compare
 To gain attention
 To inform
 To persuade
 To make target audience aware of our product.

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MEDIA BUDGET ALLOCATION

 Electronic Media 60%

 Print media 20%

 Outdoor (billboards) 20%

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 ADVERTISEMENT
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TV AD

COPYWRITING(TV AD)

 Copy platform

 Big Idea

 Copywriter’s pyramid

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COPY PLATFORM

1. Target audience
2. Satisfying need
3. Features of product
 Improved product ingredients
 high fiber content
 Carbohydrates
 B-vitamins
 Minerals
 Protein
 Fat
 Added nutrients: Calcium & iron
 Good quality 13
 Unique packaging
4. Message Appeal
 Emotional

4. Geographic Boundaries
 National level broadcast on ATV, GEO TV etc

6. Timings
 For whole year
 Prime time & during children shows

7. Form of AD
 Message through expressions
 Background music
 Colors
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 BIG IDEA

Using only facial expressions, gestures and

body language of a child about his/her
preferences of bread choice while the unique
background music will be used, best
matched with the situation and expression.

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TYPE OF COPY

1. Straight sell Copy

 Message conveys directly the main feature i.e.
flavor in the bread as compared to simple
bread.

1. Device Copy
 Music & dramatic situation

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COPYWRITER’S PYRAMID

1. Attention
2. Interest
3. Credibility
4. Desire
5. Action

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 ART WORK TV AD
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STORY BOARD

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 PRODUCTION
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(AD PLAY :----- )
 ART WORK
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PRINT AD
 THUMBNAIL SKETCH

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 ROUGH LAYOUT

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 FINISHED PRINT AD

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31 MEDIA PLANNING &
SELECTION
MEDIA OPTIONS
 Television:
GEO TV, ATV, ARY, HUM TV,
Cartoon Network(Pak), Nick(Pak)

 Newspapers: Dawn, Jang, Nawai-e-waqt,

Khabrain

 Magazines:Smash, US, Young world,

Akhbar-e-jahan, Sunday magazine

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Our sincere thanks to our
teacher and fellows !

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