Presented By:

Maria Mohammed
Zaid Feroze
Mehwish Rasheed
Mudassir Iqbal
Name: Sammies’

Tagline: Subs on the GO!

 To provide wide variety of Sub sandwiches,
wraps etc. with a cultural blend of taste that
caters to our every customer’s taste and
preferences, ergo the big idea “Variety at its
most Delicious.”
PRODUCT:
 We would be providing an exciting menu for Sub Sandwiches with a cultural taste.
 A product that stands best at value for money, healthy and hygienic with yummiest
and novel variety

SIGNATURE SUBS:
 Asian Bbq Sub
 Balouchi tikka Sub
 Charsi tikka SUB
 Lamb roast SUB
 Pizza sub

*Other 10 flavours/blends
 Garden Fresh Salad
 Steamed Veggies
 Nutty Mixed-Up Salad
 Club Salad
 Taco Salad (request roasted corn and black bean mix)
 Fresh Fruit Bowl or Fresh Fresh Fruit Cup
(Mixed, seasonal fruit. Served with creamy fruit dip)

WRAPS:

 Build Your Own Veggie Sandwich

 Mushroom Salsa Veggie Wrap
 Sammies’ Subs are provided in a cart
 For the target consumer who love to have yummy meals on the go
 With less time on their task list
We would be placing them in prominent locations where there’s maximum footfall of
consumers. The locations are as follows:
 Leading Universities
 GRAMMER SCHOOLS
DHA:
 Sehar commercial
 Jami commercial
 Bukhari commercial

Clifton:
 Boatbasin

SMCH:
 Bahadurabad:
 4 minar roundabout

 KDA
 Near National Stadium
 We would be using penetration-pricing
strategy in order to reach wide fraction of the
market and initiate word of mouth.
We would be using 3 types of advertising in
order to promote Sammies’ to our target
market at its best.

 ATL- Print
 BTL Activities
 Digital Media- Facebook, Instagram, YouTube
etc.
Our total budget is: 1.5 Million for the
launch of Sammies’

Non-Scientific Method: Budget Allocation

Affordability PKR: 1.5 Million- 1500,000

Budget allocation
ATL – 25%
BTL - 30% ATL
Digital - 35% BTL
Digital Media
Print Ads in Magazines:

 Good Times Magazine- It’s a leading

Pakistan magazine. his magazine covers
lifestyle, fashion, food and culture.

 Mag the Weekly is one of the largest weekly

selling magazines of Pakistan. It is cheap,
colorful but updated on all sort of fashion and
lifestyle news.
 College/University Activations
 MALL Activation
 Pamphlets/Flyers
 Banners- Automotive Display.
Facebook will be used for all types of online
communication with target audience using:

 easer ads before launch- E.g. what’s cooking?

 Facebook Posts (Our tempting menu posts, deals
etc.)
 Digital video ads of “Sammies’”
 Interactive posts/Creative Posts
 Our Sammies’ Cart Video Promotions
 All sorts of Updates
It will have all the latest updates, deals, menu
pictures, and the services that we provide:

 Delivery
 On the go app
 Sammies’ Diary
 Paid blogs/sponsored posts will be used to
communicate all activities around
“Sammies’”

The blogs will also contain important

information on brand promotion like:

 Social media hash tags

 Brand Insights
 Infographics
 We will make and upload our YouTube Ads,
brand videos and promotions.

 We want target consumers to see our video ad

so that it can bring complete awareness about
“Sammies’” as a brand of Sub-sandwiches.

To boost YouTube video views, we will use :

 Non skip able video ads
 Mid roll ads.
 The targeting on Youtube ad will be as
follows:

 Age: 15+
 Gender: Male/Female
 Interest: Food, culture, fashion, trends
 Location: Karachi
PRINT AD CONCEPT:
HEADLINE:
 Subs on the GO
BODY COPY
 About Sammies’
 A Sneak-peek to Sammie’s signature menu

CALL TO ACTION:
 Grab your favorite Sammies’ Now!
Elements to use In Video commercial:

 Value for money

 Hygienic

 Taste the culture

 Cart based
 Teaser 1
First Shot:
Shot of different flavored chicken with bbq smoke in the background - animations
CUT to:
Second shot:
Black background with (what’s cooking??) written in the middle of the screen.
 Teaser 2
Shot 1:
Girls and boys looking over in the Sammies cart to get a glimpse of what’s being made
CUT to-
Shot 2:
Can you guess what all the excitement is? (with black background)
 Shot 1:
Making of a sub placed on a wooden table of the cart
(visuals are non static- ingredients moving themselves to
make a sub)
Shot 2:
Delicious image of the Sub created
 Shot 3:
the Message- Enjoy the cultural taste with all new amazing
flavors only at Sammies.
(With black background)
 Shot 1:
A girl sitting in the university looking hungry.
Shot 2:
A dialog box appears over her head with the text (hungry?)
Shot 3:
She Nods
Shot 4:
The dialog box appears again with the text (Go and grab a Sub!)
Shot 5:
Girl looks anxious and the dialog box appears with the text in
capital letters (ITS NOT EXPENSIVE LARKI)
 Shot 6:
Girls shows excitement…
Shot 7:
Shot of two subs with the text (Chicken malai, chicken Bihari)
with the following voice over
“Fuel your hunger emergencies with our New chiken malai and
chicken Bihari Subs”
with the text
Shot 8:
Picture of the logo with the slogan
Sammies- “Subs on the go”
 Funny Posts

How do you make a sub smile?

Pickle it gently ;)