Final Project Report

Advertising

By
Mehmood Hussain
Muhammad Ali Yousufzai
Omair Ahmed

Submitted to Sir Jami Moiz

TABLE OF CONTENTS
Creative Ad Brief of Tiger Biscuit...................................................................................................................................... 3
CLIENT ......................................................................................................................................................................................... 3
OBJECTIVE: ................................................................................................................................................................................ 3
TARGET AUDIENCE: ............................................................................................................................................................... 3
BUDGET: ...................................................................................................................................................................................... 3
A BRIEF BACKGROUND......................................................................................................................................................... 4
COMPANYS STRATEGY ................................................................................................................................................... 4
PAST ACTIVITIES ................................................................................................................................................................ 4
Story Board ................................................................................................................................................................................ 5
Print Ad ........................................................................................................................................................................................ 6
Out of Home (OOH Advertising) ........................................................................................................................................ 7
Proposed Outdoor Locations .............................................................................................................................................. 8
SIZE ........................................................................................................................................................................................... 8
Internet Banner ........................................................................................................................................................................ 9
MEDIA PLANNING ................................................................................................................................................................. 10
MEDIA OBJECTIVES .............................................................................................................................................................. 10
COMMUNICATION OBJECTIVES ...................................................................................................................................... 10
Advertising Media Plan ....................................................................................................................................................... 12
Brand Activation .................................................................................................................................................................... 12

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CREATIVE AD BRIEF OF TIGER BISCUIT

In this section we have elaborated on just the crux of motive behind the ad campaign,
which encompasses the overall basic idea of the brand that in short after having tiger
biscuits one would feel energetic and passionate, and it would enable one to be charged
with energy.
It is something like to bring out a tiger in you. One main objective is just to inculcate the
feeling in the sense of consumer specifically children that one will having a sense of vigor
and will be full of energy after having the Tiger Biscuits.

CLIENT
Continental Biscuits - Tiger Biscuit

OBJECTIVE:
To exploit the healthy and energetic association of people with Tiger Biscuit.

TARGET AUDIENCE:

Energy seeker, especially kids and young who want to eat healthy biscuits with good
taste.

Kids and adults 4 to 25 years

Lower middle to upper middle class

BUDGET:
-

150 million for both ATL and BTL. ATL specifically includes Television commercials,
social media such as face book, twitter and print ads in news papers. BTL includes
advertisement on billboards.

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Message to be conveyed
-

Tiger is the much loved biscuit that promises health and strength thats affordable by
all. Power packed biscuits that bring together the goodness of milk and glucose along
with the strength of calcium and wheat, Tiger biscuits are loved by children and adults
alike.

Being a mass market brand with penetration into the lowest income groups, Tiger offers
health and nutrition to all sections of society and by that virtue is the only such brand in the
industry.

A BRIEF BACKGROUND
COMPANYS STRATEGY
CBL's strategy is to be a leader in the biscuit business driving long-term sustainability and
delivering sustainable performance for the company, environment and the community.
This includes delivering consistently on our promise to consumers, serving our customers,
developing and engaging actively with our employees, delivering superior financial results
to our shareholders and minimizing our impact on the environment and interacting
constructively with the communities in which we operate.

PAST ACTIVITIES
-

Tiger has held a number of successful activations in the past, with the most popular one
being centered on the idea of a Jungle Adventure Kis ka Tiger Jeetay Ga! Within three
months, Tiger Jungle Adventure immersed its consumers in a heavily engaging brand
experience strengthening the brand promise of energy.

Tiger has recently expanded its base with the launch of Tiger Chocolate flavored
biscuits.

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STORY BOARD
The campus chosen for our convenience is City Campus
Some of the fellows at the campus were coordinated to take part in the ad campaign
activity
It was shown that a person suddenly feels stressed and then got faint while having a
walk at the campus
An ambulance approaching the campus
During treatment it was suggested by a colleague to supplement the person with a
pack of Tiger Biscuits
After having tiger biscuits the young lad came to life and things started working
normally
The basic idea was also that if one feels lethargic or stressed and if got faint at times
then it would be a better idea to treat the person with a pack of healthy and
energetic tiger biscuits
It was also revealed that Tiger is the much loved biscuit that promises health and
strength thats affordable by all
Power packed biscuits that bring together the goodness of milk and glucose along
with the strength of calcium and wheat, that provides person with energy, vitality
and strength

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PRINT AD

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OUT OF HOME (OOH ADVERTISING)

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PROPOSED OUTDOOR LOCATIONS

Areas
Clifton and Defence
Shahra-E-Faisal
Gulshan-E-Iqbal
Gulistan-E-Jauhar
Tariq Road
Nazimabad and North Nazimabad

Penetration
35%
15%
15%
10%
15%
10%

SIZE

46 X 27 in More focus, highly populated areas

24 X 13 in Low focus, less populated areas

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INTERNET BANNER

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MEDIA PLANNING
We have planned an advertising budget of Rs 90 million in order to achieve media objective
of reaching out to maximum audience.

MEDIA OBJECTIVES

Convey the message

Brand Imagery and recognition
Addressing mass target market
Promotion and appreciation

COMMUNICATION OBJECTIVES
At least 70 % of the target market will watch the TV commercials for around 5 to 7
times per week
Ad recall would be around 75 % since tiger is already an established brand and
basic idea behind TVCs is just to maintain and revoke the brand perception into the
consumer mind
We would also like to have a tradeoff between TVCs and OOH, also on the social
media marketing channels like internet marketing since tiger is already perceived as
a known brand but its more rigorous marketing is required in other directions like
internet marketing, OOH advertising and presence in social media.

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Advertising Mix
TV
PRINT
OUTDOOR
BRAND ACTIVATION
INTERNET

50%
21%
12%
10%
7%

Advertising Mix
TV

7%
10%
12%
21%

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PRINT

50%

OUTDOOR
BRAND
ACTIVATION
INTERNET

ADVERTISING MEDIA PLAN

Channels

Preferred Time

Cartoon network , Pogo

5 P.M to 9 P.M

PTV Home, Hum TV, Geo entertainment, ATV,

and Ary Digital

8 P.M to 10 P.M

Newspapers

Frequency/week

Jang

DAWN

The news

BRAND ACTIVATION
Following are the proposed schools for Brand Activation

Karachi Public School

The Educators
Foundation Public School
St Convent School

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