Promo Plan

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Submitted to: Submitted By Mr. Baber Wahab Hafsa Siddiqua Sp12-MB-0038 Submission Date 30-April-2013

description

Geo Tv soap Kash ma teri beti na hoti promo plan

Transcript of Promo Plan

Page 1: Promo Plan

Submitted to: Submitted By

Mr. Baber Wahab Hafsa Siddiqua

Sp12-MB-0038

Submission Date

30-April-2013

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Content

Acknowledgement…………………………………………………………………………..……3

Abstract……………………………………………………………………………………...........4

Summary of Drama……………………………………………………………………………….5

Situation Analysis…………………………………………………………………………..….....6

Executive Summary………………………………………………………………...6

SWOTs analysis…………………………………………………………………….7

Key Promo problem(s) to be solved………………………………………………...7

Key Strategic Decisions…………………………………………………………………………..8

Promo Objectives & Strategies……………………………………………………...8

Target Audience……………………………………………………………………..9

Promo position : product features & competitive advantage………………………..9

Promo Theme……………………………………………………………………...9

Promo Image & personality………………………………………………………....9

Budget……………………………………………………………………………….9

Media Strategy……………………………………………………………………………………10

Media Objectives……………………………………………………………………10

Vehicle selection & Budget allocation…………………………………………........10

Scheduling…………………………………………………………………………...10

Message Strategy…………………………………………………………………………………. 11

Key consumer Insight………………………………………………………………..11

Selling premise……………………………………………………………………….11

Big Idea………………………………………………………………………………11

Executions……………………………………………………………………………11

Other tools

Integration Strategy…………………………………………………………………..12

Print Advertisement…………………………………………………………………..13

Evaluation of effectiveness…………………………………………………………………………17

Communication Brief……………………………………………………………………………….18

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Acknowledgment

Working on this project was an interesting and informative experience. Thank you very much to

Mr. Baber Wahab for providing this opportunity to experience the professionalism of

Advertisement Plan as an instructor & many thanks to Mr. Ghazanfar Ali Siddiqui (Sr.

commercials transmission system officer) in GEO for provide me enough guidance about the

Promo.

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Abstract

Report shows the Plan of Promo of the Geo TV Soap “Kash Ma Teri Beti Na Hoti”

which is the real life story of lower-class Females.

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Summary of Drama (Soap)

Allah does not allow us to choose the family we want to be the part of, it is all by faith, where we

born. But children are certainly the responsibility of parents. No matter how poor are the parents

they try their best to feed their children. Some times circumstances become so worst that they

cant help it and even have to sacrifice their children unwillingly.

„Kaash Mein Teri Beti Na Hoti‟ is a story of a young, innocent girl, who belongs to a very poor

family which can hardly afford the living. In this serial society‟s very bitter face is shown

bluntly; How a mother is ready to trade her daughter? How the vulnerable and rich families

subjugate the poor ones and use their poverty for their own sake?

The story‟s main character „Khushi‟ is a fun loving girl, who lives in the world of fantasy. She is

famous with the name of „PAGLI‟ in her locality because of her childish acts. She has a younger

sister „Bano‟ and a brother „Amu‟. Her father Akber Ali sells news papers on streets, gets

paralyzed resultantly all the financial responsibilities falls on her mother Zulekha who is maid by

profession. Her monthly income hardly fulfils the needs of the family.

Their financial circumstances get so worst that she gets ready to trade her eldest daughter

„Khushi‟ with a rich, vulnerable family, who needs a son for their future generation. Khushi has

to marry a guy „Junaid Ali Shah‟ only for a year, who is already married to „Shanze‟ but are

unable to produce any offspring. Khushi has to deliver a baby for the family and then has to get

divorce leaving the baby with that family and in return Khushi‟s family will be given 20 lacks.

This is how elite society exploits poor segments of the society.

Soups are plays on-air four days in a week for 30minutes

http://geovision.geo.tv/2011/10/kash-main-teri-beti-na-hoti/

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Promo Plan

Situation Analysis

Promo Executive Summary (Generic Promo)

The story highlights the concept of living conditions of a very poor family in Pakistan and the

hardships and difficulties they have to face daily to earn their living & Selfish intentions of rich

people. It will show you how the elite rich class manipulates the poor class for their own motives

and then discard them off once they are no longer needed. You will also get to see that money is

such a powerful force which can force parents to take certain steps which are unethical. See how

things turn out to be as this amazing story develops depicting the reality of our and other third

world countries.

http://www.tv.com.pk/tvshow/Kash-Mai-Teri-Beti-Na-Hoti/42/story

Promo Links:

www.youtube.com/watch?v=ovnvsbpV_rU

www.youtube.com/watch?v=eUUn3mWOd74

www.youtube.com/watch?v=agcOV7fc30c

www.youtube.com/watch?v=wCoIvAkzABI

www.youtube.com/watch?v=dpAg3hV9qpo

www.youtube.com/watch?v=iqN4txStyMM

Generic Promo includes all highlights of soap.

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SWOTs analysis

Strengths

Promo highlights the basis of real story while other following fantasy stories

Weakness

It couldn‟t be promote on other GEO TV subsidiaries

Opportunity

The story highlights by promo can create great hype because promo has strong features to gain

viewers attention by suspense which is different from competitors because it shows the reality

Threats

Viewers already follow the soap on ARY Digital i.e BULBULY on the same of the soap.

Key problem to be solved

Promo shows struggling life of girl belongs to the lower-class family to the GEO audience.

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Key Strategic Decisions

Objectives & Strategies

Perception

Six different promos represent the different highlights of the drama having different message to gain

viewers attention. Promo designs by choosing the major scenes, which are directly related to the problem

showing in the drama to gain the interest of the target viewer‟s, i.e.: 25-35 female (belonging to lower

class, unmarried struggling female). Promo plays in a prime time (high rating time) to aware viewers

about the story and timings of the play.

Cognition

Geo Tv recognized that lower class families prefer to see dramas based on their problems. By seeking

high rating of yeh zindagi hai, prmo for Kashi ma teri beti na hoti drama also produces for the same

locality. Promo gives the full information about the story just in a six clips showing two lower & high-

class families & their problems & attitudes. Target viewers can easily get the idea of the story from the

promo. This promo is different from the competitors by showing the real problems of life of the lower

class families.

Affective

Promo designs to create curiosity in viewers so that they attract & start to follow the drama by showing

love, innocence, fear, cruel behavior, compulsion & some sadness touch and these highlights in promo

touch the target viewers at personal level.

Association

Promo associates the story with reality.

Perception

Promo features create a positive attitude of the viewers towards the drama story & motivate them to think

about the problem. Due to this emotional attachment with the promo highlights which represent almost

whole story, viewers start to watch drama.

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Target Audience

Promo targets the viewers of age 25-35 years female belonging to lower-class struggling families because

they like to see their problems on TV & also the families belong to other classes because they realize the

difficult life of those people,

Promo position

Promo Features

Promo highlights the real problem of poor people in Pakistan & the selfishness of rich people.

Theme of the Promo

When a woman is sold to a family just to give birth to their heir….

A poor family reaches a point where they become helpless due to their economic condition and eventually

sold their daughter to a rich family as a contract of one year marriage with their son till she gives birth to

their heir.

What happens when the girl gets married unaware of the entire situation and her parents deal….

Competitive Advantage

This promo has strong side because other competitors promos relate to the romantic/comic dramas while

this promo describe the real issues of Pakistan

Differentiation

Promo promotes the real life story

Positioning

Promo positions the lower-class family problems.

Promo Image & Personality

A girl belongs to lower-class family and her struggling life.

Budget

Promos do not have budgeting because promo based on the clips taking from the serial

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Media Strategy

Media Objectives

Promo frequency: 26 weekly promos to excite the viewers about the new drama with 5 second tail of

branding & Co-sponsorship. (This type of branding & co-sponsorship is free of cost)

Vehicle Selection & Budget Allocation

Media Use: Geo Tv itself

Budget

Not applicable for promo

Scheduling

Geo TV has 17 minutes capping in each break it depends on the availability of slot to play promo in a

whole day.

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Message Strategy

Key Viewers Insight

Research Shows that People belongs to lower class families have a mindset to see problems related to

their lives on TV. That is why promo message touch the souls of the targeted viewers & motivate them to

watch drama.

Follow Soap premise

Promo aware Pakistani people about the problems of lower-class People by showing reality base

clips in promo, which itself describe the whole theme of Soap. Viewers must watch this soap

after watching promo because on the on the same soap time competitors (ARY) play comic show

(Bulbuly). Promo can attract people because it caters the real story which has a new theme

among all TV channels.

Unique selling proposition

Promo‟s Content/Story.

Emotional selling proposition

A girl story Character

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Integration Strategy

Five billboards

II chundrigar Road

M.A Jinnah

Reagent Plaza

Shara-e-Faisal

MPA Chaowrangi

Vehicle

Using their own vehicle

Newspaper

Jang Once in a two week

BUDGET: 15Lac for all type of print advertisement

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Print Advertisement

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Evaluation of effectiveness

In Pakistan, centralized rating agency named media logic monitor ratings for all TV channels

unbiased. Promo promoted the drama with great result due to high rating of soap, its timing

was changed from 7.00 PM (pre-primetime) to 8:00PM (prime time).

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Communication Brief

1. Problem:

To show the audience about the problems of lower-class families which is unfortunately mostly

daughters face those problem

2. Target Audience:

25-35 female belong lower & middle class families

3. The promo position:

A poor family reaches a point where they become helpless due to their economic condition and

eventually sold their daughter to a rich family as a contract of one year marriage with their son

till she gives birth to their heir. Competitive advantage is promo shows the strong reality base

clips of soap while competitor‟s promos promote fantasies of life.

4. Brand Imperatives:

A girl belongs to lower-class family

5. Communication Objectives:

Awareness for non-lower class families about the poor people problems & motivation for lower

– class family to show them this promo cater their problems.

6. Consumer Insight:

The clips create feeling of sympathy with the girl character. It is the true story of the targeted

audience.

7. The proposition & Promo Idea:

Real life problems of Lower-class families

8. Support:

Reality of promo clips

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9. Creative Direction:

We can make it stronger by including the best clip which can help to create a 90% story in a

viewers mind. We can promote it on the subsidiary channels of GEO TV.

10. Media Imperatives:

26 times in a week, wherever slots are available in 24 hours.