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Slice re launch planning

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aliabbasrajput

This document outlines a marketing strategy for the re-launch of Slice juice in Pakistan. It includes details on the product team, segmentation, targeting, positioning, and marketing mix. The strategy involves repositioning Slice through cultural events, differentiation, and an integrated promotion campaign using ATL, BTL, social media, billboards, and cable networks. The conclusion estimates that with this strong strategy, Slice could gain 20-30% market share and become a leading juice brand in Pakistan.

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Part 2 Under the Umbrella of
Team Ali Abbas 01 Haris Kamran Imran Khan 24 02 Hassan Javad 22
Contents Repositioning Product Re-Launch Cultural Events Differentiation Campaign Management Promotion Suggestion
Teaser 1 5 Column 29 Lines
Teaser 2 5 Column 28 Lines
Ad 1 5 Column 29 Lines Proudly Presented by
Ad 2 5 Column 28 Lines Proudly Presented by
Strategy Mangotainment
Adds 6 Column For Mangotainment 23 Lines Proudly Presented by
Segmentation • Demographic Basis: Lower, Lower Middle, Middle class income Groups
Targeting • Target Market Children Youth Old
Mix • Price: – Economy Price (Market Penetration strategy) Rs. 15 • Place: – Through all channel with massive distribution • Promotion: – Promote with trade discounts – Social Events – School / College & Road Activities – Co-Branding with Pepsi, Mirinda – Revised Advertisement Campaign
ATL
Medium Electronic CHANNEL PROGRAM AAG TV Nadia Khan Show, Sahir Lodhi Show DUNYA NEWS Khari baat Luqman K sath,Hasn-e-haal CN Dore Mon GEO ENT Jannat se nikali hui aurat,Uthgo jago pakistan,hum sab umeed say hain,banana news network,the shareef show, GEO NEWS Capital Talk,Aaj Kamran Khan k sath,Hum sab umeed se hain GEO SUPER DLF IPL Season 5 cricket series india
Medium FM Radio: CHANNEL PROGRAM FM 91 Desi Man Show, Morning Fix, Drive On and Film Show FM 106.2 Evenning Drive time and fresh drive program
Print Media Newspaper General Magazine Cooking Magazine • KITCHEN •JANG NEWS • SUNDAY MAG • MASALAMAG •NAWAIWAQT • T MAGAZINE • BAWARCHI KHANA •FRONTIER POST • TIMES MAGAZINE • GOURMET •DAILY ASAS • KHAWATEEN MAG
Social Media SOCIAL MEDIA MARKETING Slice Aaamm…. Ka Chaska launch Eid Campaigns Ramazan Campaingns Daily updates and posts DIRECT MARKETING SMS campaign for new launch and facebook
Billboard Area Faisalabad Rawalpindi Lahore Multan Karachi
Cable Network REGION CABLE NETWORKS RAWALPINDI 34 PESHAWAR 26 GUJRANWALA 27 FAISALABAD 30 SARGODHA 19 MULTAN 67 LAHORE 66 SINDH 80 QUETTA 1
BTL
Truck Branding OBJECTIVE To create the word of mouth about the Slice Juice as a road show. ACTIVITY Lable the product at both side of Slice Truck. RESULT Viewer feel new and fresh look as per perception to see the Slice new product.
Giveawas OBJECTIVE To create attachment of our retailer with Slice and for the recall of Pepsi brand. ACTIVITY These three gift Item were made for Slice launch and will be distribute to our dealer n during launch events. RESULT Viewer feel new and fresh look as per perception to see the Slice new product.
Events Dawn Lifestyle Exhibitions The Footfall was around 150 to 200k over 3 days Around 30 to 35k people visited the Slice stall and participated in the activities Slice made a very good impression on the audience
Conclution • With its strong marketing strategy and with its strong ATL & BTL advertisement, slice juice will be able to capture the leading position in the market. • We will hope after this Re-Positioning strategy along with developed Marketing Mix for Slice Juice, ensuring its presence by getting 20% to 30% market share & Slice will get the desire position in the market.
Slice re launch planning

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Slice re launch planning

  • 1. Part 2 Under the Umbrella of
  • 2. Team Ali Abbas 01 Haris Kamran Imran Khan 24 02 Hassan Javad 22
  • 3. Contents Repositioning Product Re-Launch Cultural Events Differentiation Campaign Management Promotion Suggestion
  • 4. Teaser 1 5 Column 29 Lines
  • 5. Teaser 2 5 Column 28 Lines
  • 6. Ad 1 5 Column 29 Lines Proudly Presented by
  • 7. Ad 2 5 Column 28 Lines Proudly Presented by
  • 8. Strategy Mangotainment
  • 9. Adds 6 Column For Mangotainment 23 Lines Proudly Presented by
  • 10. Segmentation • Demographic Basis: Lower, Lower Middle, Middle class income Groups
  • 11. Targeting • Target Market Children Youth Old
  • 12. Mix • Price: – Economy Price (Market Penetration strategy) Rs. 15 • Place: – Through all channel with massive distribution • Promotion: – Promote with trade discounts – Social Events – School / College & Road Activities – Co-Branding with Pepsi, Mirinda – Revised Advertisement Campaign
  • 13. ATL
  • 14. Medium Electronic CHANNEL PROGRAM AAG TV Nadia Khan Show, Sahir Lodhi Show DUNYA NEWS Khari baat Luqman K sath,Hasn-e-haal CN Dore Mon GEO ENT Jannat se nikali hui aurat,Uthgo jago pakistan,hum sab umeed say hain,banana news network,the shareef show, GEO NEWS Capital Talk,Aaj Kamran Khan k sath,Hum sab umeed se hain GEO SUPER DLF IPL Season 5 cricket series india
  • 15. Medium FM Radio: CHANNEL PROGRAM FM 91 Desi Man Show, Morning Fix, Drive On and Film Show FM 106.2 Evenning Drive time and fresh drive program
  • 16. Print Media Newspaper General Magazine Cooking Magazine • KITCHEN •JANG NEWS • SUNDAY MAG • MASALAMAG •NAWAIWAQT • T MAGAZINE • BAWARCHI KHANA •FRONTIER POST • TIMES MAGAZINE • GOURMET •DAILY ASAS • KHAWATEEN MAG
  • 17. Social Media SOCIAL MEDIA MARKETING Slice Aaamm…. Ka Chaska launch Eid Campaigns Ramazan Campaingns Daily updates and posts DIRECT MARKETING SMS campaign for new launch and facebook
  • 18. Billboard Area Faisalabad Rawalpindi Lahore Multan Karachi
  • 19. Cable Network REGION CABLE NETWORKS RAWALPINDI 34 PESHAWAR 26 GUJRANWALA 27 FAISALABAD 30 SARGODHA 19 MULTAN 67 LAHORE 66 SINDH 80 QUETTA 1
  • 20. BTL
  • 21. Truck Branding OBJECTIVE To create the word of mouth about the Slice Juice as a road show. ACTIVITY Lable the product at both side of Slice Truck. RESULT Viewer feel new and fresh look as per perception to see the Slice new product.
  • 22. Giveawas OBJECTIVE To create attachment of our retailer with Slice and for the recall of Pepsi brand. ACTIVITY These three gift Item were made for Slice launch and will be distribute to our dealer n during launch events. RESULT Viewer feel new and fresh look as per perception to see the Slice new product.
  • 23. Events Dawn Lifestyle Exhibitions The Footfall was around 150 to 200k over 3 days Around 30 to 35k people visited the Slice stall and participated in the activities Slice made a very good impression on the audience
  • 24. Conclution • With its strong marketing strategy and with its strong ATL & BTL advertisement, slice juice will be able to capture the leading position in the market. • We will hope after this Re-Positioning strategy along with developed Marketing Mix for Slice Juice, ensuring its presence by getting 20% to 30% market share & Slice will get the desire position in the market.