2. OBJECTIVE
• Maximum Brand Awareness among the target audience
• Brand Identity
• Maximum reach among the target audience
• Sales

3. Target Audience
• A, B & C profile in Karachi
• Females (age group 15 – 55)
• Kids

4. Competitors
•
•
•
Dairy Omung (Engro foods)
Dairy Pure (Shakarganj Food Products)
Diary Rozana (NurPur)

5. Current Standing of Competitors
5%
Dairy Umang
30%
Fresh Milk
Dairy Rozana
40%
15%
Dairy Pure
10%
Both Fresh & Package milk

6. Reason for Choosing the Brands ???
35%
23%
% Respondents
19%
14%
9%
Easily Available
Taste Good
Cheaper
Children Like
to drink
Brand’s name
* Easy Availability is the major reason for choosing a milk Brand followed by taste and price

7. Amount of milk consumed on average daily..
Amount Of Milk
Consumption in %
Less than Half Litre
8%
Half – 1 Litre
23%
1-2 Litre
39%
2-3 Litre
20%
3-4 Litre
5%
4-5 Litre
2%
> 5 Litre
2%
* Half to One Litre consumption of a milk is in majority

8. Conclusion
• There is a Vacuum in the industry & among other dairy products players
• Product Availability & prices are the major problems
• Majority people use a Litre of Milk in daily house hold
• The Taste of the milk matters for the people & children

9. Strategy
Launch Activity
Product
availability
On Ground
activities
Maximum Reach
Credibility
with
Consumer
Brand
Awareness
Sales

14. • 3 Days Before The Launch
Branded Wall Timer in LMT’s
IMT’s & Malls
Proposed Channels:
• Malls ( Millennium mall, Saima Mall, Pari Mall, Dolmen
mall hyderi & tariq road )
• IMT’s ( Metro, Hyperstar)
• LMT,s (Imtiaz, Naheed, Binhashim, Aghaz, Motaz & etc.)

15. Moreover 10,000 Balloons will be left in the air
With a message tied to the string

16. Advantages :
• Can Create Curiosity among the target audience
• Lower required investment Maximum Reach
• Long lasting visible results

18. '' Milk Matters''

19. 1. Malls
2. Schools
3. Out Door Promotion

20. 1. Malls
Why do consumers go to shopping malls?
No matter what mall you visit, there is always a group of people walking around. Malls are one of the friendliest
places. They are almost like an indoor park.
If a certain promotion, sale, or giveaway is being offered, the companies know that the mall is the best place to
target people. You'd be surprised at how many offers are present in the mall. One day you might get lucky or
discover a unique product.

21. Execution plan:
• Based on milk & Needs of Calcium we’ll target kids at the malls that will automatically intercept the decision maker
i.e. The Parents.
• We will grab their attention of kids through interactive games like maze and hammer game.
• Through games we will create brand awareness in terms of daily need of calcium. (handouts)
• Free give aways for kids like coloring books & etc.
• Product brief to the parents.
• A mascot will be used to make it more interesting.

23. • Mascot To make the activity more
interesting
• Moreover kids can press the nose of the
mascot to get free gifts

24. 1. Schools
Why Schools?
Why Schools?
My brand relates to kids???
Do the kids are decision maker??

25. Companies spend billions each year to get young consumers on board with their brands.
Some are purely marketed towards children and will be abandoned once the kids get older. Others try to gain
valuable lifelong customers by getting them hooked early.
Young children are increasingly the target of advertising and marketing because of the amount of money they
spend themselves, the influence they have on their parents spending (the nag factor) and because of the
money they will spend when they grow up. Whilst this child- targeted marketing used to concentrate on
sweets and toys, it now includes clothes, shoes, a range of fast foods, sports equipment, computer products
and toiletries as well as adult products such as cars and credit cards.

26. Execution plan:
• Based on milk & Needs of Calcium we’ll target kids at the Schools that will automatically intercept the decision maker
i.e. The Parents.
• We will grab their attention of kids through interactive activities e.g. quiz, Maze & etc.
• Through games we will create brand awareness in terms of daily need of calcium. (handouts)
• Free give aways for kids like coloring books & etc.
• Product brief to the parents by sending them a document.
• A mascot will be used to make it more interesting.

27. • Mascot To make the activity more
interesting
• Moreover kids can press the nose of the
mascot to get free gifts

28. 1. Out Door Promotion
Why outdoor media?
Outdoor media has the potential to reach massive group of
customers through a single ad. Outdoor ads are exposed in public
for customers to access and gather brand information. The buying
habit of customers is widely influenced through outdoor media. The
reason is simple. Every section of customers moves outdoors for
personal and professional reasons. Providing valuable brand
information to all these customers, outdoor media of advertising is
considered one of the most effective means of promotion products.

29. BIG IDEA!!

30. A Big Pole Sign of a Milk Flow

31. Advantages :
• Can Create Maximum Brand Awareness among the target audience
• Maximum Reach
• Long lasting visible results

33. There are good reasons for an advertiser to run a campaign, and
it is a challenge for them. One of the good reasons that an
advertiser wants to promote his or her product or service is to
earn a possible profit or returns of investment (ROI).

34. Advantages:
• Immediate reach
• Allows for in-depth product explanation
• Variety of creative commercial sizes and coloration
• Ads can be targeted to certain demographic groups
through placement in specific sections Tangible
• Good for co-op advertising for local/national promotion

35. Instore Trade Activation (ROI Based Campaign)
• in-store branding & Posm
• Retail Management

36. 1. in-store branding & Posm
Entrance Gentry
Door Branding
Trolley Branding
Basket Branding
Out of Category Flag
 Category Divider
Shelf Frame
Shelf Extender
Category Header
Gondola
Brand Ambassador

37. Entrance Gentry
• An entrance specially made for MILKFLOW
.
• Road side visibility.
• Enhance brand image which makes MIKKFLOW top of mind.

38. Entrance
Gentry
MDF Fixture
4color Hi-res printing.

39.  Door Branding/window branding
• People think that 1st impression is the last impression.
• It helps Milk Flow to boost its brand image.
• It plays a vital role to promote Milk Flow to enhance its sales.
• Road side visibility.

40. 
Door Branding/window
branding
• Specification:
4Color Printing.
One vision media.

41. Trolley Branding
• It is a cost effective method.
• It gives maximum visibility at stores.

42.  Trolley
Branding
• Specification:
ABS material to be use
for pasting.
Material is
unbreakable.
4 color Eco solvent
printing has been
pasted on it.

43. Basket Branding
• It is also a cost effective method.
• It gives customer a quick reminder to get in his/her Basket.

44.  Basket Branding
• Specification:
ABS material to be use
for pasting.
Material is
unbreakable.
4 color Eco solvent
printing has been
pasted on it.
Fixed with basket

45. Out of category flag
• Flags will be executed on other categories.
• Which will guide customer about aisle.
• Tool to enhance sale.

46.  Out of category
flag
• Specification:
PVC sheet for branding
Wire frame
4color Eco Solvent.

47. Shelf frame
• It will make shelve an eye catching look.
• Enhance attraction of Milk Flow
.
• Tool to enhance sale.

48.  Shelf frame
• Specification:
ABS unbreakable
Plastic.
4color Eco solvent
printing.

49. Category Divider/ Separator
• Proper visibility to find shelve.
• Easy way to remind to purchase.
.

50.  Category Divider
• Specification:
Foamy Sheet
4color Hi-res printing
Dual side branded

51. Gondola display
• Clear visibility to every customer.
• Product available to buy.
• Never missed customer who forget to buy.

52.  Gondola Display
• Specification:
MDF fixture.
4color Hi-res printing

53. Female Brand Ambassadors
• Product maintenance.
• Brand Awareness.
• Product briefing

54.  Female Brand
Ambassadors
• Specification:
A Profile.
Branded Costumes

55. 2. Retail Management Program
All the factors thus far explained like increasing income,
urbanization and consumer awareness hint at a
potentially large market for goods and services in
Pakistan. It, therefore, comes as no surprise that within
the services sector, the country’s wholesale and retail
trade sector has gained momentum in the past decade.

56. Execution Plan:
• Top retail stores all across the city according to the target market will be selected
• A proper shelf space at all selected shops.
• china kiosk with BA’s.
• in order to make relationship with retailer and to enhance
sale & brand awareness we will offer some cash prize to
retailer
• some interesting offers for the consumer as well
• free give aways for the children

58. Advantages:
• Immediate reach
• Allows for in-depth product explanation
• Good for Local promotion.
• ROI based

59. Over all ROI Calculation

60. Value for your money
Intangible ROI
Brand Equity tracking
•
•
•
•
•
•
•
•
•
Brand experience & usage
Brand Image
Performance
Awareness
Aided Awareness
Unaided Awareness
Activity awareness
Perceived Value
Other KPIs
Intangible
ROI
Tangible ROI
•
In-house business data
•
•
•
•
•
Business Impact
Activity P’n’L
Conversion
GRPs
etc
Tangible ROI

61. Prepared by :
Malik Muhammad Ahad
Head Of Strategy & Planning
Read Soul Communication
Malik_ahad@hotmailcom