Advertising Report

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TARANG|
Advertising Strategy|
Term Report|

Advertising

Term Report

“Advertising Strategy”

DATE OF SUBMISSION: 2 September 2010

FACULTY: Ms Nida Shukat

CLASS TIMINGS: Tue/Thur 9:00 – 11:15

SEMESTER: Summer 2010

SECTION: A

Submitted by:

GROUP MEMBERS

M. Faizan Ali Khan 7126
Maaz Ismail7192
Danish Riaz 5639
Table of Content
Table of Content1
Letter of Acknowledgement3
Letter of Transmittal4
Executive Summary5
Industry Analysis6
Market Size6
Growth7
Current trends/Developments affecting the promotion program7
COMPANY SNAPSHOT8
Vision8
Mission Statement8
From Esso to Engro9
Products & Services10
Foods By Engro Foods Limited11
Brands of Engro Foods11
Tarang milk11
Features of Product:11
SWOT ANALYSIS12
Strengths12
Weaknesses12
Threats13
Opportunities13
BUYER ANALYSIS14
Target market14
Segmenting market for Tarang14
Demographic segmentation15
Use-Related15
Benefit15
COMPETITIVE ENVIRONMENT ANALYSIS16
Direct competitors:16
Indirect competitors:16
Key Competitors (each considered separately)17
Tea Max – Haleeb Milk17
Slogans:17
Message Strategy:17
Everyday - Nestle18
Message Strategy:18
Slogans:18
CRITICAL ANALYSIS OF CURRENT ADVERTISEMENT19
Tarang - Har chai ka sahi jor19
OUR PROPOSAL20
Objective20
Positioning20
Budget Allocation20
Budget (current allocation)20
Recommendations21
Reasons21
MEDIA RECOMMENDATIONS22
Media Strategies22
Current Situation:22
Recommendations:22
TV22
Media Plan23
Message Strategies24
Promotional Mix24
Current Promotional mix24
Recommendation24
Reason:24

Letter of Acknowledgement

We are grateful to Almighty Allah who gave us the courage and strength to complete the assigned project in hand successfully. We would like to thank our course supervisor for all of her support and valuable assistance at every stage in the completion of this report.

Regards

M Faizan Ali Khan
Maaz Ismail
Danish Riaz

Letter of Transmittal

September 2, 2010

Ms. Nida Shaukat
Professor of Advertising
Institute of Business Management
Korangi Creek
Karachi-75100, Pakistan

Dear Ma’am,

Here is the report on “Advertising Strategy of Tarang” you have asked us to prepare. We submit this report to you on September 2, 2010.

We have made this report using different primary and secondary sources. By gathering research through various websites, including the home page of ENGRO FOODS LTD, and by carefully observing the current advertising and marketing strategy of Tarang, we were able to make up for its drawbacks and create our own advertising strategy which we consider appropriate for Tarang with respect to its target market’s needs.

It has been an honor studying from you and we thank you for giving us the knowledge we have gained under your guidance in this course of Advertising.

Sincerely,

Mohammad Faizan Ali ID:7126
Maaz Ismail ID:7192
Danish Riaz ID:5639

Executive Summary

The objective of this report is to firstly, conduct an in depth critical analysis of the advertisement of Tarang Tea Whitener. Secondly, to recommend and justify a new advertisement campaign. The ultimate objective for all of this detailed analysis is to apply the concepts studied in the course of Advertising (taken as an elective course in Marketing). This report highlights the following aspects: It highlights the market size, growth in the Tea whitener market, major competitors. Gives details about Engro Foods mission statement, products it offers and the main features and benefits that Tarang tea whitener offers. Main strengths, weaknesses, threats and opportunities of Tarang are discussed. The consumer profile; demographics and the factors influencing their purchase decisions are discussed. The direct and indirect competitor’s analysis, target market analysis, message...
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