INTRODUCTION

“Simply Sufi” is the latest achievement by Sufi Group of Companies in introducing International
standard, premium quality chicken products in Pakistan. Simply Sufi has two core
elements‘Simply’ and ‘Sufi’.Simply means absolutely, clearly, purely. And Sufi refers to the
parent brand of the group which stands for quality, purity and trust. Together they produce a
beautiful meaning-Simply Pure, which is exactly what you will get from our products; a range of
healthy, nutritious and delicious chicken products.

Simply Sufi is the newest feather in the cap of Sufi Group of Companies. Established in 1952,
Sufi Group of Companies takes great pride in being a household name throughout Pakistan. With
utmost commitment to brand values of quality, purity and trust, Sufi Group of Companies, has
championed customer satisfaction and quality assurance and emerged as one of the top market
leaders in FMCG industry.

ABOUT US

 QUALITY PRODUCT
Simply Sufi as the brand strives for the best quality product and gives utmost priority to follow
the world’s best manufacturing practices ensuring a reliable and safe product

 EXCITING FLAVORS
We as a young and fun loving brand ensure new unique tastes to the customers to savor their
taste buds with our superior product.

 HEALTHY PRODUCT
Our focus on quality and stringent practices ensures healthy products.

VISION & MISSION

Quality assurance and customer satisfaction remain the core values of Hamza Foods Pvt Ltd, and
will be the driving force for all future initiatives. The company aims to build brand loyalty on its
journey from excellence to exemplary.

VISION
 To become consumer’s most trusted brand
 To become a market leader in ready-to-cook, ready-to-eat and premium quality raw chicken
products
 To share our knowledge with people around the globe, for a better tomorrow

MISSION
 Provide customers with International quality chicken products that are nutritious, flavorful
and healthy
 Deliver satisfaction and quality assurance to our consumers using state of the art technology
 Engage in continuous efforts to explore new horizons in our business

PRODUCTS

It has been a long and thoroughly exciting process for the Simply Sufi Product development
team which has come up with the perfect recipes to ensure that our valued customers have an
extremely pleasurable and flavorful experience when they taste products from our premium
chicken range. Simply Sufi chicken products are different, nutritious, safe and have the highest
standards of hygiene and quality. They are for the generation that craves to add new flavors to
their lives. We guarantee that our products will touch your soul through your tongue-because
they are THAT good.

 PREMIUM QUALITY READY TO COOK/READY TO EAT

We are offering variety of ready to cook food products and with some of the new products as
well. Here are delicious food product list
BTL ADVERTISEMENT CAMPAIGN OBJECTIVES
 Building Product Awareness
Several BTL techniques are highly effective in exposing customers to product introduction.
Additionally, as part of the effort to build product awareness. In this way BTL can act as an
effective customer information gathering tool as well (i.e. Awareness for customers benefit of
being easy to cook and specially easy to serve in Ramadan), which can then be used also as part
of sales lead generation.

 Stimulating Demand and Sales Promotion

Next to building initial product awareness, the most important use of BTL is to build demand by
convincing customers to make a purchase.

 To grab the attention of the customers

Generally BTL advertisement techniques are designed to move customers to some action and are
rarely simply informational in nature. This free access may include receiving product
information via BTL activities and by email.
 To retain our old consumers
Customer retention refers to the activities and actions companies and organizations take to
reduce the number of customer defections. The goal ofcustomer retention programs is to help
companies retain as many customers as possible by often through customer loyalty and brand
loyalty initiatives.

 To obtained new customers

BTL advertisement campaign is also help to interact with the new customers and to provide the
information about the product benefits of being healthy, fresh availability of tasty food products.

TARGET MARKET
In this we are using two segments for our target market are demographic and geographic. In
demographic characteristics of the target audience in terms of age, gender, location, income and
occupation and in geographic our target market is Faisalabad. There are three re-known location
first in Makkah Cash&Carry Canal Road, second location “City Cash & Carry at Cannal Road”
and the third location SB Store Chen One Road, these are locations where we placed our stalls.
In demographic, we are focusing the age of kids, teenagers and housewives. And in gender we
are targeted both the genders. And income wise there is no limitation as such because we are
considering those consumer who have the buying power to purchase our products. In our new
products we are offering for kids space nuggets and for teenagers, adults we are offering chicken
tenders and chicken rollers.

We are conducting this BTL advertisement campaign to focus the holy month of ramadan. In this
pre-ramadan campaign our objectives is to attain our those target customers whom willing to
cook in less time consuming and provide the variety of tasty product that can help specially for
ladies to prepare for aftar with less effort. This campaign is more focused to provide ease to prep
for aftar because during fast people get a bit dizzy and weak so in this way its hard work a lot.

CURRENT PROMOTIONAL STRATGY

Our objectives of product promotion are to increase sales, attract customers, improve product
recognition and enhance brand identity. Product promotion benefits to businesses by generating
consumer demand, and benefits consumers by providing needed information about product
availability and uses.For current promotional strategy we are using,
 Pull Strategy

Pull strategy are demand-driven because in this we target the end user. We are planning to have
free sampling for our customers to give awareness about our product and get their feedback
instantly by our representative about our products, quality and price.

COMMUNICATION STRATEGY
Communication is the exchange of information between a sender and a receiver. In this we are
communicating face-to-face or on paper. This is where communication strategies come into play.
Communication strategies are the blueprints for how we are going to communicate with our
customers. It help us to identify our potential buyer by providing exciting products and the
benefits stick to it for Ramadan purpose.

 Verbal Communication
In verbal communication we appoint our representative who communicate face-to-face with
visitors by providing the detail about the products information like variety of products,
ingredient, quality and economical price. We also let them know about our new products
information and make sure to tell the benefits of our products.

 Nonverbal communication
It consist of mostly visual cues, such as body language, facial expressions, physical distance
between communicators, or the tone of the staff voice. However, it is important to realize the
message we are sending. Otherwise, we may be saying one thing, yet the receiver is hearing
another. Our representative who make sure to provide information in a processional manners and
get feedback of the activity by the visitors.

 Visual communication
In visual communication can be seen through signs boards, standy, web-pages and illustrations.
These strategies are used in the workplace to draw attention and provide information of the
products.
Various Tools of Promotion
Below-the-line promotion involves promotional techniques which aim to reach consumers more
directly and which are more within the organisation’s control. Below-the-line promotions
include different and interesting ways of connecting with targeted groups. Sufi used a various of
different below-the-line promotions to develop its Million Voices campaign.

 Public Relation
PR helps to create a positive environment through various publicity activities. to get the
attention of target audience, we identify the need and want of customers in Ramadan and we are
offering ready to cook products that’s why we are presenting our product to people free to taste it
and to get their immediate feedback. By the help of this activity we want to get the positive
response of people and make them our potential customers. We’ll make good relation with
people by this positive activity. This activity will also help us to increase our sale volume.

 Direct Marketing

This reaches individuals directly through emails and instant messages. Through Emails we will
send flyers and broachers of our new Pre Ramadan products and their prices and other new
offers , through instant messages we will inform people about our promotional activity locations
& timings.

 Internet

This has become an increasingly important and measurable way of reaching different target
groups of people. It also allows for elements of interactivity by providing an opportunity for
users to express their views and provide support. Advertising will be placed on Facebook to our
targeted at local users and people who had already shown an interest in public services. This
level of endorsement helps to increase the public’s awareness.
Total Promotional Budget

DETAILS Total Amount

Locations Rent 30000*3 90000
No Of Staff And Salaries 15*5000 75000
Equipment cost
Stalls= 50000
Disposable
crockery=7000
LED rent= 3000
Staff Uniform= 17000
Equipment cost total 77000

Food cost 40000*3 120000

Printing
Feedback Cards= 10000
Standies= 1500*6=9000
Brouchers=7000
Flaxes= 24000
Total Peinting 50000
Electricity cost Generator+Fuel 100000
Transportation cost 20000
Other Expenses 28000

TOTAL EXPENSES 560000

PROMOTIONS
Advertising Compaign Proposal
Company Overview

“Simply Sufi” is the latest achievement by Sufi Group of Companies in introducing International
standard, premium quality chicken products in Pakistan. Simply Sufi has two core
elements‘Simply’ and ‘Sufi’.Simply means absolutely, clearly, purely. Simply Sufi is the newest
feather in the cap of Sufi Group of Companies. Established in 1952, Sufi Group of Companies
takes great pride in being a household name throughout Pakistan. With utmost commitment to
brand values of quality, purity and trust, Sufi Group of Companies, has championed customer
satisfaction and quality assurance and emerged as one of the top market leaders in FMCG
industry.

Target Market

We are targeting to middle and lower middle class of Faisalabad because of our low prices and
quality products. The purpose to target those classes is that most of them are jobs holders and
busy in their other routines so they don’t have enough time to cook food. We identify their needs
and offer them ready to cook items in less time.

Sales Strategy

We have to do free sampling presenting our products on our stalls to target audience to taste and
get their immediate feedback and also give awareness to them about our new products, inform
them about price. So it becomes very easier for them to make decision to buy our products.

Promotion Ideas

We have to promote our 3 new products chicken tenders, chicken rollers and space nuggets. So
you have to design below the line advertising compaign for our new products.

Budget

We have allocate budget of 6 lakhs rupees for whole activity in Faisalabad. So you have to
design below the line advertisement compaign in this budget.

Competition

Our competitors are K&Ns, Dawn and Menu.

Thank you for reviewing this marketing proposal. We not only see great opportunity in this
space, we also truly believe our products can make a difference in our target audience.