Advertising Campign of Nutella

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TABLE OF CONTENTS

|S. No: |Contents |Pg. No: | |01 |LETTER OF TRANSMITTAL |03 | |02 |ACKNOWLEDGMENT |04 | |03 |EXECUTIVE SUMMARY |05 | |04 |BACKGROUND/OVERVIEW |06 | |05 |OBJECTIVE OF THE COMPAIGN |07 | |06 |TARGET AUDIENCE |09 | |07 |STATEMENT TO ACHIEVE THE OBJECTIVE |10 | |08 |RATIONAL & EMOTIONAL REASONS TO BELIEVE & BUY |11 | |09 |COMPETITION |12 | |09 |COMPETITIVE ADVANTAGE |12 | |10 |COMPETITORS |13 | |11 |SWOT ANALYSIS |14 | |12 |PRINT AD (HALF PAGE) |15 | |13 |PRINT AD (FULL PAGE) |16 | |14 |STORYBOARD |17 |

LETTER OF TRANSMITTAL

B.B.A FALL 2011

PAF-KIET

DECEMBER, 2011

SIR SYED HASSAN AZIM

PAF-KIET

DEAR MR. AZIM

WE HAVE MUCH PLEASURE IN SUBMITTING THE REPORT ON “NUTELLA”. PRAISE TO ALMIGHTY ALLAH, OMNIPOTENT AND OMNISCIENT WHO BESTOWED UPON US THE POTENTIAL AND ABILITY TO ACCOMPLISH THIS WORK.

WE WISH TO EXPRESS DEEP SENSE OF SINCERE GRATITUDE FOR THE SUPPORT, HELPFUL SUGGESTION, CONSTRUCTIVE CRITICISM AND ENCOURAGEMENT TO YOU, GENEROUSLY EXTENDED TO US IN OUR WORK.

WE HAVE COMPLETED THIS REPORT TO THE BEST OF OUR KNOWLEDGE AND CAPABILITIES. WE HOPE THIS REPORT COME UP TO THE MARK.

YOUR’S SINCERELY,

FAIZA KHAN (234)

ACKNOWLEDGMENT

WE ARE FIRST & FOREMOST THANKFUL TO ALMIGHTY ALLAH FOR GIVING US THE STRENGTH & CAPABILITY TO ACCOMPLISH THIS TASK.

WE ARE ALSO THANKFUL TO OUT INSTRUCTOR SIR HASAN AZIM FOR PROVIDING US IMMENSE KNOWLEDGE OF THE COURSE THAT HELPED US IN OUR PROJECT COMPLETION.

WE THANK THE PEOPLE WHO ACTED IN OUR TVC.

AND LAST BUT NOT THE LEAST OUR PARENTS, FOR ALL THEIR LOVE & SUPPORT.

EXECUTIVE SUMMARY

THIS REPORT IS BASED ON THE NEW ADVERTISING CAMPAIGN OF NUTELLA, THE CHOCOLATE SPREAD. REPORT INCLUDES THE INTRODUCTION & CURRENT POSITIONING OF NUTELLA & THE NEW ONE THAT WE ARE PROPOSING. WE HAVE ALSO EXPLAINED THE TARGET MARKET, & HAVE DESIGNED THE CAMPAIGN IN A WAY THAT IT CAN ATTRACT THE ACTUAL & POTENTIAL CONSUMERS EMOTIONALLY AS WELL AS RATIONALLY.

REPORT INCLUDES THE STORYBOARD OF THE TVC, RATIONALE BEHIND THAT, THE TAG LINE, SWOT ANALYSIS & SEVERAL OTHER RELATED THINGS.

BACKGROUND

This remarkable story began...
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