PRESENTED BY:

ZARAR SHAHID
MUHAMMAD IDREES PARACHA
OSAMA AHMED
MAAZ AMIN

SUMITTED TO: SIR RAHEEL YOUSUF

 INTRODUCTION
• Hum Mart (Private) Limited is a subsidiary of Hum Network Limited
• HumMart is a grocery products web store which aims at saving users
from the hassle of going out and buying every day necessities
• The online store brings to you different categories such as biscuits
and chocolates, breakfast & dairy, grocery and Staples, beverages,
baby & kids and Pet Care
Competitors
RESEARCH
INSIGHT
TARGER MARKET
 OBJECTIVES
Brand Awareness:
The brand has not tried to expand in areas with
more exposure to the target audience.
Therefore, in order to increase its share in the
existing market, awareness is a must so that
potential customers know about the existence of
the brand.
Brand Positioning:
Hum mart should establish its brand as a fast, reliable and
affordable solution for all the grocery needs. It should also
stress upon the already established reputation of “Hum” The
brand as how it has been serving people through its
entertainment and cooking channel.
Engagement:
Subscribers and followers are very important for a brand to
influence purchasing decision and make a chain of
customer line. Hummart has to initiate an interactive and
attractive digital media campaign in order to show its
presence. The loyal customers’ views, likes, comments and
sharing will trigger the purchasing motive of the other
digital media public.
Reason to Believe
HumMart can form strategic alliance/partnership with its parent
company name or can launch its business activities through its
sole operations. HumMart has to create an attractive and
interactive platform to meet its target audience. It has to come
on social media platforms as well. HumMart can leverage HNL’s
multiple channels to their advantage especially MASALA TV
DIGITAL MEDIUMS
THE BIG IDEA
 Ads on Social Media

Script : A split screen ad with a timer on the top

 Hum Van Mart

Unbranded vans ( no logos or any branding ) would be placed on different public places and
near shops , markets , societies ( near spots where there people are there specifically for
shopping ) carrying fresh fruits , vegetables and other grocery items like this
Kiosks

Kiosks would be placed on different malls and public places for

the sole purpose of awareness and representatives would be
helping the signing up for their account and explaining app
features , while giving away vouchers and other giveaways for
signups .
Recipe weeks

Another part of our campaign will consist of recipe weeks

throught the year at different points. For starters since karchites
love biryani we can kick it off with biryani week all through out
the week we will have a separate tab that contains all the
ingredients of biryani thes ingredients will be offerd at a discount
of lets say 30 percent. This can be done with many other recipes
like nihari week, haleem week, daal week etc. we can even do
detox week offering discounts on rganic foods and vegetables.
Since winters are just around the corner we can even have a soup
week offering all soup ingredients at a discount.
 Influencers

• Irfan junejo: He is a popular vlogger and we can have him make A vlog about
how HumMart made his life easier and a video comparing goods bought from
HumMart vs goods from the local store.
• Bros Meet the world: They are also popular vloggers with videos focused on
food we can have them try out recipes by using groceries bought from
HumMart showing off their superior quality.
• Danish Ali: Famous Pakistani stand-up comedian, Danish Ali who has more
than 1 million followers on Facebook has made viral funny videos for brands
such as Unilever, Cornetto, Lays, Pepsi, Kurkure, Nokia, Tibet Soaps, StarCom,
Nandos, EatOye and more. He usually mentions the brand either in a very
indirect and subtle manner or in a completely obvious manner making it funny
for the audience.
• Junaid Akram: A comedian and popular influencer mostly known for his rants
we can have him do a rant on the hassles of shopping in traditional stores like
lines and parking explain why HumMart is a better alternative.
Cashbacks and Vouchers Endorsements by brands
 ROI

• App Downloads
• Monthly Site Traffic
• Online Registrations
• Facebook Insights (Shares, Views and Reach)
• YouTube channel subscribers and viewers
• Email submissions
• Use of coupons and vouchers