CAMPAIGN PLAN FOR PRAN POTATO CRACKERS26.6.2014

CAMPAIGN OBJECTIVES Launch flavored potato crackers to

Gain back lost ground and become the sub-category leader

Create awareness Generate trial Generate top of mind recall

THE TG Pre-teens to tweens from SEC A/B Busy lifestyles encompassing

studying, spending time on Facebook, hanging out with friends physically and virtually

Interests include gadgets, the opposite sex, movies, music, sports, computer games, eating out

Major drivers: non-stop fun andfestivities

SWOT ANALYSISStrengths

- Wide distribution network- Existence in related

categories and therefore a large basket of products

- Different flavored potato crackers

- Price point and SKU

Weaknesses- Reputation

- Losing market share

Opportunities- More spending power of TG- Declining share of Bombay

Sweets

Threats- Competition can come up with similar flavors within a

short time

ENABLERS AND BARRIERS TO ACHIEVING OBJECTIVES

Four new flavors Distribution network Price point

Earlier brand experience

Attack from competition

Insufficient marketing activities

Enablers Barriers

BRAND IDEA AND POSITIONING STATEMENT Idea: Different flavors for different moods Pran Flavored Potato Crackers is the perfect

mood lifter no matter what kind of a mood you are in, as the fresh crispy potato crackers come in four different mouth-watering flavors in a convenient pack size and an even more convenient price!

CREATIVE MOOD BOARD Whether you’re solving a math equation,

enjoying a football match with friends, missing a playmate, out shopping or just hanging around, Pran Potato Crackers will give you just the right flavor to give you the right mood.

CAMPAIGN PLAN FOR ONE YEAR

Q1 Q2 Q3 Q4

ATL

Press insertions in Kishore AloTVCRDC

Press insertions in Kishore AloTVCRDC

Press insertions in Kishore AloTVCRDC

Press insertions in Kishore AloTVCRDC

BTL

BillboardsShop signageBranded carts of phuchka and chotpoti vendors

BillboardsShop signageBranded carts of phuchka and chotpoti vendors

BillboardsShop signageBranded carts of phuchka and chotpoti vendors

BillboardsShop signageBranded carts of phuchka and chotpoti vendors

Digital

Games involving the 4 flavors on Facebook

Games involving the 4 flavors on FacebookRecipe contest involving the 4 flavored chips

Games involving the 4 flavors on Facebook

Games involving the 4 flavors on Facebook

Events

Taste to Win – blind tests to identify one of the 4 flavors on college and school campuses with smartphones, Tabs, etc as top 20 gifts on each campus

Branded hand fans distribution to Pohela Boishakh revelers on 14th April

Sponsorship of inter-school and inter-college cricket, football, cycling, computer gaming contests

Sponsorship of badminton tournaments in small neighborhoodsSponsorship of riddles, puzzles, quiz programs in schools and colleges

Special offers

Trial pack offer with PRAN lassi, juice

Special discount offer on Pohela Boishakh on purchase of all 4 packs

Tie-up with Airtel, Robi, GP, TeleTalk – particular amount of top-up to win free Pran Flavored Potato Cracker packs

THANK YOU!