BELLOW THE LINE

Submitte d by : Promoters Group Ayesha Khan Sarmad Submitte d to Submitte d on ushta! Sa"ia Sha"i!ue Pro"# Syed Ha"ee$ %r : &ehman : '( ay()*

Index

1.1 Project Proposal

Pro+e,t ProposaStatement:
The group is working on E.ent ana/ement, for a conference named as Internationaedia 0on"eren,e '**1# The Initiative is taken b 0reati.e Brands along with Kara,hi Press 0-ub, Kara,hi 0hamber o" 0ommer,e 2 Industry and Arts 0on,i- o" Pa3istan4 Kara,hi as the !o" organi#ers of the $vent.

S,ope:

%n event involves a number of activities invloving Planning, &ales, 'arketing, (perations,$xecution and monitoring of all the activities from mantling to dismantling of the event with safet and within the limits of time. If we see it from our perspective, we have a new media to work on and we can learn a lot about the activities of an event. The outcomes of the activit will help us in understanding how events are planned, executed, organi#ed and managed.

I5EA
Promotion is an intricate part of the marketing mix. Marketing mix includes Product, Price, Place and Promotion (4 Ps). The activities of the first three Ps -- product planning, pricing and place -- are performed mainly ithin the firm or !et een the firm and its marketing "partners.# $ith the last and most important %P% - Promotion, a firm communicates directly ith potential customers. &T' sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. (t is efficient and cost-effective for targeting a limited and specific group. (t uses less conventional methods than the usual )T' channels of advertising, typically focusing on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximi*e response rates. &T' is a common techni+ue used for ,touch and feel, products (consumer items here the customer ill rely on immediate information rather than previously researched items). &T' techni+ues ensures recall of the !rand hile at the same time highlighting the features of the product. &T' activity involves Product -ampling -upermarket promotions Mall promotions .oad sho s /ollege and school activation programs etc

Introdu,tion Seeme6s

BTL A,ti.ities
T)! Tapal *reen Tea +lue +and

T%0(,ub +e -a.t /i +huk &ata e to Tuc

+ehla e (bjective0 1ocations0
(ffices &chools3 !olleges3 )niversities The main objective of this idea is to establish the identit of +rand as a +uiscuit that has the tendenc to rescue people from hunger. %ll major cities 2 towns of the Pakistan.

Places0 The activities of the +T1 can be conducted on

&hopping 'arkets Traffic &ignals

%ctivities0
1ocations rescue teams is going to cover

(ffices &chools3!olleges3)niversities &hopping markets like 4ainab market,&unda +a#aar 5uring traffic signals.

Impact on people
Tuc rescue team6s activit would grab people6s attention at first sight be it a person belonging to an class. !hildren who had never associated themselevs to a brand like Tuc could relate themseleves to the brand because of the fictious appearance of this rescue team

Traffic &ignal0 5uring traffic signals T)! team would block the vision of
drivers with T)! branding in the mean time T)! team would also be distributing samples of the product in order to establish the idea of overcoming with 7 bae wa.t ki bhuk8 with the help of T)!.

Impact on people

The idea of blocking the vision with tuc branding first and than distributing would first tempt people for tuc and than making them go through the experience will leave the impact of brand as a killer of 7bae wa.t ki bhuk8. 9ence achieving the target.

Tuc /a 5abba0 The idea is to brand one dabba of local train heading towards major cities of

Pakistan. Inside the compartment throughout the journe different mediums of entertainment would be provided to the travelers in order to have direct interaction with brand. %part from these on different stations Tuc shop would be made where people can take a stop and induldge themselves with the product. The core objective of this activit is to create direct interactive session with people and the brand b providing them entertainment and sampling throughout the journe including different stations.

Procedure of 7Tuc /a 5abba8 Tuc ka dabba would be engaging people in that particular compartment b pla ing movies for them and providing them giveawa s like ludo3uno cards. 9ence engaging them with different activities and than proving them the product registering in their mind the core idea of the brand. This %ctivit wont limit them to the compartment onl . 5uring stops at major stations their minds would be dragged to Tuc shops placed there, making announcements of tuc shop b a 7dhol wala8 . 9ence indulging them with the brand once again and making it an unforgettable experience for the travelleres and the people present at different stations.

T%P%1 Shades O" Green( Green Tea 7E-ai,hi 4 Lemon48asmine9

I5EA 0 The Idea is to organi#e such activities to create band awareness and indulge our prime target audience. 7its time to go *:$$; with T%P%18

Ob+e,ti.es 0 !reate +rand awareness.

0 To make masses experience the brand. 0 To create awareness of *reen Tea 9ealth +enefits<. 0 &trive to convert first timers into a lo al customer base. 0 +uild excitement and create goodwill for Tapal.

Su//ested Lo,ations 0ities: /arachi, 1ahore, Islamabad. Outside &estaurants 0o--e/es:%ni.ersities Gyms

%ctivities
0 (utside :estaurants Tapal kiosk would be placed outside restaurants in order to make masses experience green tea after eating out.

0 !olleges3)niversities0

0 (ur host would be representing Tapal green tea at colleges and universities b having interactive session with students regarding the brand. 0
0

$x0 I= test -hich is the national flower of Pakistan>

0 -hat is elaichi called in $nglish>

* ms0 -ith the advent of urban culture g ms are now a hub of all health conscious people. /iosk would be placed at g ms representing the brand as a health drink which even helps in burning fats.

A,ti.ity

essa/e

0 The best brand of green tea that an one can bu ?and is usuall priced accordingl @ is produced from the best tea producers of tea in Pakistan. 0 Tapal *reen Tea 9ealth +enefits. 0 To educate people how to make the best and effective cup of green tea.

B-ue Band( ;Impatien,e to /ro<6

The Bi/ Idea &ince the +lue +and caters the breakfast table so the Bi/ Idea is to organi#e an event that can cater our prime target market where +lue +and in unison with )nilever will serve the masses with its mouth watering and delicious treat at the breakfast table. Therefore the big idea we have chalked out for this activit is a famil event titled as0 ;;B-ue Band Khatay +ao( Barhtay 8ao6

Lo,ation: Top three cities ?/arachi, 1ahore, Islamabad@. Parks or &chools.

Layout: -e suggest that the activit is organi#ed in parksA the entire section provided for this event will be demarcated into multifarious subsections for the different activities. (ne entire section will be allocated for breakfast servings and the other section will have a Bun 4one for /ids. Parti,ipation: !hildren of all age groups will be allowed to come along with their parents. The guests and children showing the empt :apper of +lue +and will be allowed to participate.

Brea3"ast +lue +and will serve the *uests with its mouth watering, lip smacking and luscious +uffet +reak Bast having Bollowing 5ishes0 !ontinental +reakfast ? +lue +and, +read, $ggs, ,am, sausages @ 9alwa Puri &arson ka &aag with +lue +and and 'akai ki :oti %ssorted sandwiches 9ot 2 !old +everages

A,ti.ities Kids =un >one when the families will be served the breakfast the will get a surprise coupon in their breakfast randoml placed in an of their eating thing. (nl those families who will get the coupon will be allowed to participate in the /ids Bun 4one. 0he,3 "or their Physi,a- Stren/th P-ay House:

It will include man games in one area in which two teams a. +lue +and 9 per %ctive team b. +lue +and &uper %ctive team will participate. teams have to complete the gaming #one in two minutes and whichever team wins gets a gift hamper, team could be of kids or families.

A,ti.ities &a,e Lon/ 8ump Tu/ o" War Sa,3 ra,e

0he,3 "or their Bu$$er ?ui$ Area

enta- Stren/th

In which various .ui# activities will take place e.g. guess the tallest man, the largest building etc. mothers and kids will be separated from cardboard and few pictures will

be shown on the screen and the are to pick odd one out, mothers will press the bu##er not knowing their kids know the answer or not, onl kids have to answer not their mothers. B-ue Band Pu$$-e Essay 0ompetition 5ra<in/ 0ompetition

Other a,ti.ities "or ,hi-dren

Bace Painting

,umping !astle Bamil %ctivities +lue +and !ake competition 9ealth Tips b ;utritionist

A,ti.ity

essa/e

+lue +and is made from high .ualit vegetable oils, so it is an important of essential fats 2 Citamins %, 5 2 $ for which there are not man others dietr sources. % thin la er of spread on bread ever da makes a big contribution to the health growth 2 development of the whole famil .