Freeze-In

PRESENTED TO:
Sir. Amir Adam

GROUP MEMBERS:
Mehreen Raza
Bilal Hanif
Quratulain Riaz
Zohaib Ahmed
Asad Bandhani
Faraz Ahmed Siddiqui
 PROMOTION
ABOVE THE LINE:
 The promotional activities carried out through mass
media like television, radio, newspaper etc.
BELOW THE LINE:
 The term 'below-the-line' promotion refers to non-
media communication, even non-media advertising.
 Incentive to purchase, expressed in cash having a short
term duration.
 BTL- ACTIVITY

The BTL activity that we were assigned to do was FREEZE-IN.

 VENUE : Makro
 SPONSORS : Ismail group of industries - candyland
Makro cash and carry
 DURATION: Three days for 9 hours.
 PARTICIPANTS: 6 group members and 04 volunteers.
 IDEAS FOR THE ACTIVITY
IDEA NO.1:
All the group members were to Freeze while reaching for the
product in the shelf. As demonstrated by the figure below:
IDEA NO.2:
Group member were to gather around two trolleys stacked only
with products of Candy Land.
IDEA NO.3:
stacking the product like a tower on the floor and all members
were to come towards it and freeze making a huge circle.
IDEA NO.4:
All the group members were to hold a box of candy land and
freeze-in.
IDEA NO.5:
One group member would run with the product in hand and the
others would run after him. Once all of then are close enough
they would freeze.
 HURDLES FACED

 The lack of response from many potential sponsors.

 Wastage of time of the members due to the delay of responses
from the sponsors.
 Managing time was the biggest problems which the group
members faced as they had to work on the project as well as
provide proper attention towards studies.
 Most of the customers were not allowing us to come in front of
the camera so we had taken the manual interview from the
customers.
 FEEDBACK FROM SPONSOR- CANDYLAND
Q: How useful you found the activity?
Answer: The activity was very much interactive and attractive and I
found it effective as well. I think it will work as a competitive
advantage and will effect the brand equity of Candyland and
Bisconni in a positively.

Q: Would you help us in conducting this activity for other brands of

Ismail Group of Industries?
Aanswer: At this time I cannot, but if the other brands are given to
me by the company to manage then I will definitely call you
people to conduct this activity for these brands.
Q: What would you like to say about the customer feedback for the
activity?
Answer: I and my brand team hope that this will work as a strong
brand association for the customers and as the video shows that
customers are attracted by the activity, so I will try to conduct
this activity at another hyper mart again with your group. But the
customer flow was not so much during the activity in the
beginning, but we found it interesting in the last days.
 FEEDBACK FROM SPONSORS- MAKRO
 We’ve been extremely pleased with the results.
 Thanks so much again for running this Freeze In Activity, you guys
had a great turn out with our customers, I love it!
 Please keep us apprised of any upcoming events or promotional
specials you are working on. We would love to be involved.
 My sincere and heartfelt thanks for helping to create the brand
awareness of Candy Land.
Have A
Nice Day
;)