Question

Topic: Strategy

Strategies!!!

Posted by basit khan on 7/19/2008 at 4:02 AM ET 125 Points
We as an Ad agency just relaunched ourselves once again in market with more active services. We're offering our services to one of the renowned company who are the manufacturers of Cooking oil and Banaspati Ghee. We are offering them a BTL and Event as in services.

on 14th of August there is an Independence day in Pakistan. So we are tyring to promote the brand and to create the hype what actually the product is!

We're in process of giving the proposal from our end about the BTL Activities and Events on Independence Day and special Event on Ramadan!

We need "out of the box" ideas to generate for our client to win the market share which also enchance the sales of product.
for instance: having an idea for contest on inter college level/ competition among colleges/ road shows.

What should be a Punch Line for this Event!

Please share your worth ideas with us.

Thanks to everybody to share your ideas which shall be highly appreciated.

Regards,

Basit Khan.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by matthewmnex on 7/21/2008 at 8:58 PM Accepted
    I think you need to clarify exactly what Bellow the Line means. I personally dislike these types of acronyms being thrown around.

    Where you assign the expenses for the project are up to the accounting dept. above the line, below the line ?? All nonsense really.

    What is important is to develop a meaningful strategy to promote your brand which will probably be a wholistic approach that includes all kinds of media - print, radio - tv - web combined with live events and promotions such as those you have mentioned. Contests - competitions - and activities which in themselves are 'news worthy' to grab so free press coverage.

    Everything must be considered, including packaging - price points and current sale strategies.

    if you can present your client with a Short - Medium and Long term plan to launch, promote and sustain the brand in the market - then you are getting somewhere.

    From the clients point of view, everything you present will have a cost attached, you have to be able to justify these expenses with return (roi). Roi can be measured in various ways beyond pure cash income if you consider brand equity and brand loyalty developed over the long term.

    Let the client worry about how and where he assigns his expense above or below any mythical line and just concentrate your efforts on putting together a meaningful marketing strategy :))

    Hope some of these comments are useful,

    Matthew
  • Posted by basit khan on 7/22/2008 at 8:58 AM Author
    my apoligies Metthew by using BTL word where this word itself been used as in whole.. :)

    we have complied n done with the strategies like contest and all.. but still we need to find out what else we could offer in terms of activities... !!!

    We have brain stormed enough but as in whole we have concluded that besides contest/ competitions nothins can work out..

    I would like to have more activities to throw to the client which could benefit us in either situations :)

    keeping your strategy the term you used "wholistic Approach" so we can use this medium which could give us a better outcome. but again tht really matters the company has its worth to place the funds...

  • Posted by matthewmnex on 7/23/2008 at 9:52 PM Member
    May I suggest,

    Since you are promoting cooking oil, then you need to demonstrate to your buyers exciting new ways to use the product.

    In store cooking demonstrations and taste tests.
    On TV, sponsorship of cooking shows
    On product fee recipes and suggestions for using the products (Free Booklet)

    How about a Free Cooking DVD. You could shoot in a studio with a fairly well known chef/TV personality. A 1 day shoot - small investment and then offer the DVD for free with a purchase of the cooking oil / Ghee.

    Re sue the same videos on the product web site.

    What is your product positioning compared to the competitors? Are you beating them on Price? Quality? packaging?

    There are a thousand ways to get more exposure for your product that won't cost too much money but you need to really understand the market and how and why consumers are using it or not using it.

    Get out with your team and with the product owners and go to teh supermarkets and talk to the buyers :)) Listen to what they are saying about your product. Don't tell them who you are or who the owners are - stay anonymous, just say you are doing market research.

    You need to have the product owners close to the buyers so that they can really understand exactly what is happening in the market place.

    I will be happy to share more thoughts and advise if you like. contact me on matthewanxa at gmail dot com

    Thanks,

    Matthew

BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)