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
;)