MEDIA PLANNING AND BUYING

FINAL PRESENTATION

SUBMITTED BY
Wahaj Ather Qadri
Salman Ahmad
Mohammed Hamza
Iman Fatimah
Owais Jadoon
Areebah Yousuf
Jaweria Shabbir

HISTORY

Burger culture in Pakistan

Love for desi food

Mr. Burger was the first burger joint which opened its first
branch in Karachi during the early 1980s
Mr. Burger introduced Pakistanis to something new that
revolutionized their taste and eating habits
Customers flocked to Mr. Burger & people circled in lines
outside the outlet and waited for the new experience
From younger generation to adults, celebrities, politicians,
everybody stopped by to get a taste

RISE AND FALL OF MR BURGER

The reason Mr. Burger managed to gel in with the desi food market was
simple innovation and great taste
combined their newly acquired knowledge of fast food with local taste to
create their own version of a burger
tasted familiar to the people

Mr. Burger served 5 kinds of burgers:

Mr. Burger

Beef Burger

Chicken Burger

Egg Burger

Veggie Burger

Many international chains

opened their outlets
Even local joints also appeared
in the mid-2000s, due to unrest
in Karachi, Raza family left the
country and this fuelled the
downfall of Mr. Burger
loyal customers of Mr. Burger
began finding other options like
KFC, McDonalds and Burger Lab
Three years ago the family
returned back to Pakistan
Promising the same top notch
quality

METHODS MR. BURGER USED TO

ADVERTISE

in the early days used only newspapers to advertise

perhaps it was another reason why Mr. Burger lost its customers so quick

it is now using newspaper and social media as the means of communication

main focus is advertising on social media

most burger joints are doing the same to attract new customers

COMPETITIVE ANALYSIS

In the past 4-5 years several burger joints have been

introduced in Karachi
giving a hard time to the old school Mr. Burger

Direct Competition:

BURGER LAB

OMG ( OH MY GRILL)

BURGER SHACK

Indirect Competition:

KFC

McDonalds

MEDIUMS USED BY COMPETITION

Direct Competition:

Social Media

OOH

Print

Indirect Competition:

TVC

RADIO

Social Media

OOH

Print

MARKETING OBJECTIVES

revitalizing the awareness of the brand

to compete with all the other local brands that have majority of the market share right now

Revitalize the classic associations

To achieve a higher sales volume by aggressive market penetration techniques

build the brand equity by providing high quality and variety of products

demand the consumers to pay the value for the money

MEDIA OBJECTIVES

attain high coverage in the first two months within the total media spending budget of
Rs.60 million
To create awareness about the brand being re-launched in the market by creating a buzz
using different media vehicles effectively and efficiently targeting at least 40% of the
potential audience through our campaigns in the first two months.
maintain continuity for recall and recognition by continuously playing ads on different
media vehicles.
target the audience effectively through different media vehicles. For example Social Media
to target teenagers
to re brand Mr. Burger as a family oriented brand and not just a brand which targets only
students and youngsters

TARGET AUDIENCE
DEMOGRAPHIC DATA

Income level

40,000 and more

Social class

Social Grade A, B, C1 (NRS scale)

Area

Urban

Age group

10 to 50

Gender

Both genders

Occupation

Students, working men and women, house wives

BIG IDEA
Big Idea behind the campaign is to tell people about the revival of MR. Burger with new better products at an affordable price

Back:
MR. Burger is back in the market with new products and is now opening outlets in Karachi and in Islamabad.
Big:
MR. Burger is an old school brand the first gourmet burger outlet in Pakistan and is now back with better products which are
bigger than before in size. Kids meal and family deals are available now.
Better:
MR. Burger does not compromise on Quality and promises to deliver the best available products in market at economical prices

MEDIA STRATEGY
CORE STRATEGY
RATIONALE FOR SELECTING MEDIA
SCHEDULING METHOD
WEIGHTAGE SPEND ON MEDIUMS
REACH AND FREQUENCY CONSIDERATIONS

CORE STRATEGY
Using different media vehicles to target our audience
effectively
Placing 30seconds ads on different channels during
prime time when the reach is highest to catch more
attention
Placing 15 seconds ads on different radio channels
which would aid in recalling the ads
Placing billboards on main roads where there is heavy
traffic and also on places near to Mr. Burger outlets
Placing ads in different newspapers to target audience
of middle and upper middle class
All these strategies will be implemented within PKR
60million budget

RATIONALE FOR SELECTING MEDIA

TVC

30 second ads will be placed on different channels during primetime to catch the attention of masses
from our target audience. TVC ads will be targeting Housewives, teenagers, adults etc. Most of our
target audience use Tv as a medium to get entertained.

RADIO

15 seconds ads will be played during the primetime to act as a supportive medium to help them recall
the ads which help them remember the brand.

SOCIAL MEDIA

Ads will be placed on social media to target teenagers as they are active almost the whole day. Plus ads
seen on social media are better recalled by teenagers easily.

OOH

In OOH billboards will be used to communicate to audiences. Billboards will be placed on main roads
where there is heavy traffic to get attention of the audience. Also billboards will be placed near outlets
to stimulate audience reaction when it comes to hunger.

Print

Ads will be placed in different newspapers to target audience belonging to middle class. They would
also act as a supportive medium in recalling ads.

SCHEDULING METHOD
MEDIUMS

SCHEDULING

TV

PULSING

RADIO

PULSING

PRINT

CONTINUITY

OOH

CONTINUITY

SOCIAL MEDIA

CONTINUITY

WEIGHTAGE SPEND ON MEDIUMS

REACH AND FREQUENCY

CONSIDERATIONS

Focused reach with high frequency communicating the revival of the brand
with new products.

We need to bombard the message and reach more and more people to make them
aware of the revival of the brand and the new products which are being offered at
outlets.
Frequency will be kept high during the first month and then will be kept low for
the next month comparative to first month which would act as an aid in recalling.
Tvc will be launched first at different channels during the prime time as we want
the ads to be exposed to a larger audience which will be followed by Print and
billboards.
Then ads on radio stations will be played from 5th august as a supportive medium
to help audience remember the ads.
Our reason to choose such a mix of TV, radio, print, OOH and social media is to
reach the maximum number of people and help them remember the ads and the
brand

THE END