macaroni

1. Z Macaroni

2. The Brief
• Drive preference as part of regular food habit
• Establish Z macaroni as a healthy and tasty Italian food item
for evening snacks and meals
• 6-month campaign plan inclusive of both ATL and BTL

3. About Z Macaroni
• Italian origin
• Pasta in three different shapes – oyster, screw and ring
• 400g @ Tk.65 and 200g @ Tk.35
• Price advantage over competition

4. Campaign Objectives
• Create awareness
• Create brand preference

5. TG
•Demographic:
Age: 6 years to 60 Years
•SEC: A & B
•Psychographic:
Lifestyle: Office goers, health conscious housewife.
Personality: Optimistic, reliable, authoritarian
•Behavioural:
Readiness Stage: Unaware, intending to buy.

6. Consumer H&A
• Macaroni is not as popular in the households of the TG as noodles
• Macaroni is perceived to be a foreign/Italian food and more care is taken when
choosing a pasta/macaroni brand as consumers who are a bit discerning like to go
for foreign brands
• Z macaroni is used because of its availability
• For evening snacks, the TG go for fried foods (shingara, samosa, fried chicken,
Mughlai paratha, etc)

7. Competition

8. Competition

9. What’s the Block?
• Z is known as a Pakistani brand; not perceived to be Italian to
those who already have the habit of making pasta at home
• Macaroni is not part of the regular food habit

10. What would change the consumer perception and habit?
• Encourage healthy Z macaroni instead of fried/fast foods
• Ways to cook Z Macaroni to drive usage for those who are at
the unaware or intending to buy stage
• For those who are already in the habit but select a
foreign/Italian brand, have Z macaroni endorsed by an Italian
chef

11. What would change the consumer perception and habit?
Make way into the snacks category
Make way into the meals category
Attack fried foods and show how
healthy is boiled Z macaroni
Endorsement and recipes from an
Italian chef to lend credibility and
trigger usage
Influence TG at the
unaware/intending to
buy stage to make it a
regular habit
a) Influence TG already used
to macaroni but reach for
foreign brands
b) Move TG from snacks to
meals space

12. What’s the main idea?
SayNo to fast foods and Yes to healthy Z Macaroni!
Z Macaroni brand should primarily stand for Health and Hygiene.
That the food is from an Italian origin should be the secondarytask of communication
and an endorsement by an Italian chef will create greater association with Italy.

13. TouchPoints

14. Campaign calendar
Why? Where? May June July Aug Sept Oct
Build awareness TVC   
Build awareness RDC     
Build awareness
Induce trial Press with recipes      
Awareness and preference Branded cooking showonTV   
Awareness FB recipe contest   
Create preference Colonyactivation with Italy-
trained chef
 
Awareness EDMwith recipe      
Long-term brand building and
preference
Z Kart (roadside carts where3
main dishes cooked with Z to
beserved) Year-round
Create preference Chefs Meet – can beeither on-
ground or digital


15. Alternate campaign suggestions
• Tie-up with olive oil brand and offer CP of 200g Z Macaroni
free
• Tie-up with Tupperware agents to promote Z Macaroni
• Z Kooking Klub – area-based cooking lessons for both men
and women held in Dhaka Club, Uttara Club, Gulshan Club, as
well as in community halls inside apartment blocks

16. Thank You!