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Panteen pro v project pla

Panteen pro v project pla

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  • 1. PROJECT PLAN FOR PANTENE PRO V AD CAMPAIGN [COMPANY NAME: EYEDEA- THE CREATIVE SOLUTIONS] The Project Plan is made for P&G by an Ad Agency named EYEDEA-the Creative Solutions. Submitted to: Dr Ali Ahsan PROJECT PLAN FOR PANTENE PRO V AD CAMPAIGN [COMPANY NAME: EYEDEA- THE CREATIVE SOLUTIONS] The Project Plan is made for P&G by an Ad Agency named EYEDEA-the Creative Solutions. Submitted to: Dr Ali Ahsan 2012 Marium Sarfraz B09-008 6/01/2012
  • 2. 2 EYEDEA-THE CREATIVE SOLUTIONS IMPORTANT NOTE THIS PROJECT PLAN CONTAINS THE INITIATION AND THE PLANNING PHASE OF THE PROJECT, THE EXECUTION PHASE DOCUMENT CONTAINS ONLY THE TABLES OR DOCUMENTS TO BE FILLED DURING THE PROJECT AND THE CLOSING GIVES THE PROJECT BACKGROUND OVERVIEW AND THE DESCRIPTION OF THE CLOSURE TASKS TO BE DONE IN THE PROJECT CLOSEOUT PHASE.BUT BOTH THE DOCUMENTS WILL BE DEVELOPED AFTER THE APPROVAL OF THE INITIATION AND THE PLANNING PHASE OF THE PROJECT. IT ALSO INCLUDE THE REQUIRED TOOLS AND TECHNIQUES MONITORING AND CONTROL IS DONE THROUGHOUT THE PROJECT. IMPORTANT NOTE THIS PROJECT PLAN CONTAINS THE INITIATION AND THE PLANNING PHASE OF THE PROJECT, THE EXECUTION PHASE DOCUMENT CONTAINS ONLY THE TABLES OR DOCUMENTS TO BE FILLED DURING THE PROJECT AND THE CLOSING GIVES THE PROJECT BACKGROUND OVERVIEW AND THE DESCRIPTION OF THE CLOSURE TASKS TO BE DONE IN THE PROJECT CLOSEOUT PHASE.BUT BOTH THE DOCUMENTS WILL BE DEVELOPED AFTER THE APPROVAL OF THE INITIATION AND THE PLANNING PHASE OF THE PROJECT. IT ALSO INCLUDE THE REQUIRED TOOLS AND TECHNIQUES MONITORING AND CONTROL IS DONE THROUGHOUT THE PROJECT.
  • 3. TABLE OF CONTENT INITIATION  BUSINESS CASE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5  PROJECT FEASIBILITY STUDY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11  PROJECT CHARTER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13  PROJECT STAKEHOLDER REGISTER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19  PROJECT STAKEHOLDER MANAGEMENT STRATEGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21 PLANNING  PROJECT MANAGEMENT PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24  PROJECT SCOPE MANAGEMENT PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26  PROJECT TIME MANAGEMENT PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32  PROJECT COST MANAGEMENT PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34  PROJECT QUALITY MANAGEMENT PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37  PROJECT RESOURCE MANAGEMENT PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38  PROJECT COMMUNICATION MANAGEMENT PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43  PROJECT RISK MANAGEMENT PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50  PROJECT PROCUREMENT MANAGEMENT PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 3 EYEDEA-THE CREATIVE SOLUTIONS
  • 4. INITIATION  BUSINESS CASE AND FEASIBILITY STUDY  PROJECT CHARTER  STAKEHOLDER REGISTER  STAKEHOLDER MANAGEMENT STRATEGY BUSINESS CASE Business Problem 4 EYEDEA-THE CREATIVE SOLUTIONS
  • 5. By doing environmental analysis we identify that Main problem faced by the Pantene that Market share was going down. Problem Analysis Problem faced by P&G was falling market share of Pantene. Main reason of problem faced by the Pantene is that traditional publishers were no longer delivering the target frequency of views per month required for the Pantene advertisements to achieve the desired impact. This problem has adverse effect on Company financial position and should be resolved as soon as possible. Available Options There are following Option available to P&G Market share of Pantene can be gained again from looking at the variables of Marketing Mix. Solution1: Product Product attributes can be changed to provide more value to the customer like by improving product quality. Solution 2: Price If the price elasticity of demand is elastic that is greater than 1 a decrease in price will increase sales revenue. This tactic may not succeed if competitors are willing and able to meet any price cuts. Solution 3: Distribution Add new distribution channels or increase the intensity of distribution in each channel. Solution 4: Promotion Increasing advertising expenditures can increase market share unless competitors respond with similar increase. Quantification of Each Alternative Solution Quantification of Benefit 5 EYEDEA-THE CREATIVE SOLUTIONS
  • 6. Solution 1: Improving Product Benefit Category Benefit Description Benefit Value Customer Improved customer Satisfaction Greater Customer Attraction towards Product 10% increase 20% increment than Before Solution 2: Decreasing Price Sales Improves sales Improves Profitability 20% improve in sales 30% from Previous Sales Solution 3: Adding New Channel of Distribution Operational Improved operational Efficiency Additionalcompetitive Advantage 10% improvement Competitive advantage by non presence of competitors in selected area Solution 4: Doing Promotional Campaign Financial New Revenue Generated $1000 revenue than Previous Year Customer Increased customer Satisfaction Improved Customer Loyalty Increased customer Retention 10% increase Loyalty will increased 50% will be retained more than previous Record Market Increased Market Awareness Greater Market share Additional Competitive advantage 15% more marketing awareness 20% snatching of market share Competitive advantage of having greater market share 6 EYEDEA-THE CREATIVE SOLUTIONS
  • 7. FORECASTING COST Forecasting cost Solution 1: Improving Product Expense Category Expense Description Expense Value Expense Type R & D Improving R&D cost for inclusion of Extra Benefit in Product $2000 CAPEX Solution 2: Decreasing Price Brand Image By low pricing setting the image in the mind of customers that our product has of low Quality. Intangible And Adversely affect financial position of brand Portfolio Intangible Solution 3: Adding New Channel of Distribution Distribution Expense Contracting with new wholesalers and Retailers to Distribute Product. $2000 CAPEX Solution 4: Doing Promotional Campaign Promotional Expenses Advertising and communication to fully aware the customers about product specification $1500 CAPEX SOLUTION FEASIBILITY Solution component Feasibility Rating Methods Used to Determine Feasibility Adding Features 9 Technology prototype was created to assess the solution 7 EYEDEA-THE CREATIVE SOLUTIONS
  • 8. Lower the Prices 4 Competitor analysis has been done to assess the solution Adding Channels 8 New markets has been analyzed to assess the solution Doing Promotion 10 Ad agencies and promotion trend has been analyzed to assess to the solution IDENTIFICATION OF RISK Risk Category Description Risk Id Risk Likelihood Score Impact Score Priority LIKELIHOOD + IMPACT/2 = PRIORITY Rating Risk Involved in Implementing solution 1 Risk of not Being Sale Risk of Cannibalization Product many not be sale and can cannibalize the market share of other product 1 High 80 High 80 80 High Risk Involved in Implementing Solution 2 Risk of bad impression Risk of Price War Bad Impression in the mind of customers and initiation of price war among companies 2 High 80 High 80 80 High Risk Involved in Implementing Solution 3 Bad management Risk of not well management of new channels 3 Very high 100 High 80 90 Very high Risk Involved in Implementing Solution 4 8 EYEDEA-THE CREATIVE SOLUTIONS
  • 9. Risk of frustration of customers Risk of high frustration of customers by increase advertisement 4 medium 60 Medium 60 60 Medium RISK SCHEDULE Rating Risk Id Preventive Action High 1 Proper investing in R&D after deep research High 2 By analyzing the competitors strategies Very High 3 Proper analyzing the market in which going to add channel Medium 4 By proper running of ad campaign under experienced ad Agency IDENTIFICATION OF ISSUES Issue Description Issue Priority Actions Required to Resolve Issue Regulatory Approval must be sought to implement the final solution Low Initiate the regulatory approval process early so that it does not delay final roll-out Process Copy Rights Protection [advertisements, illustrations, Medium Artist will be given copyright protection for his or her component of a given piece of work – the photographer, the illustrator, the graphic designer, etc. Each artist will be ask to sign a release 9 EYEDEA-THE CREATIVE SOLUTIONS
  • 10. photos,logos, etc.] Required Expenditure fund have not been budgeted High Request funding approval as the part of this proposal PREFERRED SOLUTION After analyzing the each solution we have conclude that solution number four has maximum benefit and lower cost to implement as well as lower risk. So solution number 4 is best among all solutions. PROJECT FEASIBILITY STUDY Executive Summary P&G has one of the largest and strongest portfolios of trusted brands in the world, including Pantene, a leading hair care product. P&G wanted to run a brand campaign for Pantene to drive awareness and increase purchase intent. Background information Pantene is one of P&G’s major hair care brands, and the company uses various innovative advertising approaches to keep the product prominent with consumers. Despite its continued innovation, one of the challenges faced by the Pantene marketing team was lowering market share because of traditional 10 EYEDEA-THE CREATIVE SOLUTIONS
  • 11. publishers were no longer delivering the target frequency of views per month required for the Pantene advertisements to achieve the desired impact. Description of the Problem Main problem faced by the Pantene marketing team was that traditional publishers were no longer delivering the target frequency of views per month required for the Pantene advertisements to achieve the desired impact. Proposed Idea of the Project Going to design an ad campaign, in order to make target audience aware, about the Pantene Pro-v features. Timeline of the Project EYEDEA-THE CREATIVE SOLUTIONS Ad Campaign Timeline Date of Project: 1st October -1st December, 2011. Name of Project: Designing of Ad Campaign Project Manager: Marium Sarfraz SR.# Activities Time Required 1 Market Research 1 week & 4 days 2 Budgeting 2week 3 Setting Goals of Ad campaign 2week 4 Advertising Venue 2 week 5 Choosing Creative 2week 6 Designing and Wording 1week & 2 days 7 Placing an Ad 1week & 2 days 8 Evaluation of Ad 1week Feasibility Review Board 11 EYEDEA-THE CREATIVE SOLUTIONS
  • 12. After reviewing the feasibility, customers, stakeholders and ad agency board realized that project is feasible economically, financially and technically. Go/no-Go Decision Project is approved by the client i-e P&G, Project organization i-e EYEDEA-THE CREATIVE SOLUTIONS and its Project Manager as well. PROJECT CHARTER Authorization of Project This Charter formally authorizes a project that is to develop an “Ad Campaign for PANTENE Pro V hair fall solution” a product of P&G. A project plan will be developed and submitted to the Project Sponsor. Included in the project plan are to be a scope statement; schedule; cost estimate; budget; and provisions for scope, resource, schedule, communications, quality, risk, procurement, and stakeholder management as well as project control. Project Organization EYEDEA-THE CREATIVE SOLUTIONS is a full service advertising agency which is #2 in media buying power with annual billings of 22 millions. We have outstanding planning and research capabilities tools to ignite your brand. Beyond the media, we have an honor of reliable financial reputation that invoice that we are charged up and unmatched in this industry. EYEDEA-THE CREATIVE SOLUTIONS is not just an agency, what we really are an ethos. We all strive not only to be a profitable, but to be the best in class. Mission 12 EYEDEA-THE CREATIVE SOLUTIONS
  • 13.  EYEDEA-THE CREATIVE SOLUTIONS is an enterprise; exist for the purpose of generating sales & profits for its customers.  The company will provide the best advertising solution for the product Pentene Pro v, with a staff of proven experienced consultants and industry leaders  Our customers will always receive a valuable service that utilizes the latest in technological advances, with team of high energy, results oriented people who are trained to be the best.  Our team will be offered a workplace where they can prosper & grow in a dignified, fun and rewarding manner.  Our customer will see a lucrative return on their investments, and will have the opportunity for future growth and prosperity with the company.  Advertising campaigns will grab readers immediately and drive home the right message to the right audience. Project Description & Business Need Pantene is one of P&G’s major hair care brands, and the company uses various innovative advertising approaches to keep the product prominent with consumers. Despite its continued innovation, one of the challenges faced by the Pantene marketing team was lowering market share because of traditional publishers were no longer delivering the target frequency of views per month required for the Pantene advertisements to achieve the desired impact. So, EYEDEA is going to design an ad campaign, in order to make target audience aware, about the Pantene Pro-v features. Project Objectives, Success Criteria & Deliverable EYEDEA-THE CREATIVE SOLUTIONS Advertising will design, build, test and deploy the Advertising campaign for P&G product Pentene Pro v hair fall solution. It will also report the progress of the campaign in real-time to provide our customers maximum flexibility. At the end of the campaign, EYEDEA-THE CREATIVE SOLUTIONS will analyze its success in order to improve the company's future campaigns. 13 EYEDEA-THE CREATIVE SOLUTIONS
  • 14. Project Manager The Project Manager, Marium Sarfraz, is hereby authorized to interface with management as required, involved with the planning, controlling and monitoring, managing and directing the assigned project resources to best meet project objectives, delegate responsibilities to ensure work is assigned and completed on time and within budget, to communicate with the contractors and management. She is also responsible for developing the project plan, monitoring the schedule, cost, and scope of the project during implementation, and maintaining control over the project by measuring performance and taking corrective action. Project Timeline Project estimated time is 3 months EYEDEA-THE CREATIVE SOLUTIONS Ad Campaign Timeline Date of Project: 1st October -1st December, 2011. Name of Project: Designing of Ad Campaign Project Manager: Marium Sarfraz SR.# Activities Time Required 1 Market Research 1 week & 4 days 2 Budgeting 2week 3 Setting Goals of Ad campaign 2week 4 Advertising Venue 2 week 5 Choosing Creative 2week 6 Designing and Wording 1week & 2 days 14 EYEDEA-THE CREATIVE SOLUTIONS
  • 15. 7 Placing an Ad 1week & 2 days 8 Evaluation of Ad 1week Project Budget The budget required for the project is Rs/-3398300 Project Key Stakeholders Stakeholder Major Benefits Attitudes Win Conditions Constraints Project Sponsor (P&G) Profits, Revenue, Market, Popularity Encouraging Project Completed on time with minimum cost. Budget Project Organization (EYEDEA-the Creative solutions) Profits, Revenue, Market, Popularity Encouraging, Positive. Projected Completed on time with efficient utilization of Organizational assets. Time and Resource Project Manager Promotion, Pay Increase. Encouraging, Positive. Projected Completed on time with efficient utilization of Organizational process assets, funds and effort. Time and Resources. Project Team Promotion, Pay increase. Positive, Ready to take on the challenge. Project completed on time with efficient utilization of effort, resources and funds. Time and Resources. Customers Awareness, product benefits Optimistic --------------------------- -------------------------- Project Milestones & Checkpoints Mile Stones Description Deliverables Description 15 EYEDEA-THE CREATIVE SOLUTIONS
  • 16. Market Research A proper Market Research to Identify the Problem Market Research Document Documents of Research having Solution of Problem Budgeting Budgeting of all the activities Financial Plan Document Document forecasting cost of all the Activities involved Setting Goals Goals to be achieved through Ad campaign Document of Objective State all the objective need to be achieve Advertising Venue Planning about Advertising Venue Media Plan Document Television, Radio, Website Choosing Creative Choosing Creative to formulate creative Brief Creative Brief Including all essential of Advertisement Design and wording of AD Formulation of advertisement Final Form of Advertisement Final electronic Form of Advertisement. Placing an Ad Placing an Ad(on Television, Radio and Websites) Project Phases, Activities, Task, Duration and Dependencies Major Phases of our Ad Campaign  Identifying of need o Market Research  Planning of Ad Campaign o Budgeting o Setting Goals 16 EYEDEA-THE CREATIVE SOLUTIONS
  • 17. o Advertising Venue  Formulation of Ad Campaign o Choosing Creative o Design and wording  Execution of Ad Campaign o Placing an Ad  Evaluation of Ad Campaign Project Approvals For the purpose of approvals which are to be made in a project a project approvals team has been made including CEO and the project people. As project plan has been made than approval is to be made. Any plan not accepted by the Approval team results in a new better and improved plan because approval of wrong plan will lead to project failure. 17 EYEDEA-THE CREATIVE SOLUTIONS Role or Title Name and Signature CEO P&G Mr. Ahmad Sarfraz CEO EYEDEA Mr. Usman Khalid Project Manager Miss Marium Sarfraz Team Leader Miss Namra Quality Head Miss Anum Shahid
  • 18. STAKEHOLDER REGISTER Name Position Role Requirements Expectations Influence Mr. Ahmad Sarfraz CEO P&G (sponsor) Looking over the project’s processes Project to be completed on time and service to satisfy the customers Efficient use of resources and funds Head of sponsor organization and project done according to the laid down rules Mr. Usman Khalid CEO EYEDEA (Head of project org) Looking over the project’s processes Project to be completed on time and with quality service to satisfy the client Efficient use of resources and funds Head of project organization and project done according to the laid down rules Mr. Hamza Aziz HR Manager Acquiring, Developing Team. __________ Better utilization of human resource in project. Influence the making of project team, training etc. Mr. Hammad Awan Finance Manager Allowing release of funds and monitoring their utilization Audit reports Better utilization of monetary resources in project Allocate funds for the project and helps in Costing and Budgeting of the project Miss Anum Shahid Quality Manager Quality Assurance and Quality Control Meeting customer requirements and meeting project schedule objectives Meeting customer requirements and provide best quality service Accepting or rejecting the training and quality service based on 18 EYEDEA-THE CREATIVE SOLUTIONS
  • 19. customer’s needs Miss Marium Sarfraz Project Manager Planning, Implementin g and completing the project Implementation of required project management processes from initiation to closing Complete the project within the given time and within the given budget Strong influence on the project as he is managing and looking after the project’s processes Miss Namra Team Leader Leading the team, developing workers together Timely and efficient completion of the tasks Satisfy the CEO, PM and customer Being the team leader he has the influence over other team members Customers ________ __________ Quality service Quality service and excellent home delivery Can change the market demand 19 EYEDEA-THE CREATIVE SOLUTIONS
  • 20. STAKEHOLDER MANAGEMENT STRATEGY 20 EYEDEA-THE CREATIVE SOLUTIONS Name Influence Impact Assessment Strategies Mr. Ahmad Sarfraz CEO P&G Mr. Usman Khalid CEO EYEDEA Head of organization and project done according to the laid down rules High degree of influence as he is the head of organization Project will be executed efficiently and effectively and according to the rules and procedures adopted by the organization which will help in gaining the confidence of the organization head Mr. Hamza Aziz HR Manager Helps in making and developing a project teams Can have both positive and negative impact on the project based upon the establishment of project team To perform all the tasks and responsibilities it is important that right people are assigned the tasks which they can perform well Developing a project team is important to accomplish the project’s tasks effectively and efficiently. Mr. Hammad Awan Finance Manager Allocate funds for the project and helps in Costing and Budgeting of the project Have strong impact on the working of the project as funds are required for the smooth working of the project Adequate funds will be allocated for the project to perform different tasks without any problem. Reports will be published to show project’s cost performance and to mitigate negative impacts on project Name Influence Impact Assessment Strategies Miss Anum Shahid Quality Manager Implementation of Quality Assurance, Quality Control, Strong impact By implementing the quality management components we will satisfy the customer needs of reliable and efficient product Miss Marium Sarfraz Project Manager Governing the project and managing the project processes Strong influence on the project as he is managing and looking after the project’s processes Right job to a right person and performance appraisal is key to success in any project, so to bring the project to a meaningful end measures will be taken to maximize the team’s performance Miss Namra Team Leader Being the team leader he has the influence over other team members It’s the responsibility of team leader to make sure that all processes are performed effectively and efficiently Right job to a right person and performance appraisal is key to success in any project, so to bring the project to a meaningful end measures will be taken to maximize the team’s performance
  • 21. Stakeholder Influence Grid 21 EYEDEA-THE CREATIVE SOLUTIONS Key Playerss/ Decision Supporters Team members Project Manager Team leader Important Players / Key influencers Client Affected Players/ Project Risks Supporters(project org) Client(sponsor) Other Players / Low threats Technical Buyers Technical Buyers HighLow High Low Influence Impact
  • 22. PLANNING PROJECT MANAGEMENT PLAN This project management plan contains details about the execution of “Pantene Pro V Ad Campaign”. It describes the purpose and objectives of the project. It has all the required detail about the work activities related to the project and their management. The project manager, project team members, 22 EYEDEA-THE CREATIVE SOLUTIONS
  • 23. project sponsor and project stakeholders are being described, and their roles and responsibilities identified and stated. The plan has the schedule for the project which describes how the project will be commenced forwards. The cost estimation included gives details of the monetary values and costs of this project. Whole of the project is divided and decomposed into work break down structure and this document as well has an insight to that. The Plan is a dynamic document and is expected to go through updates during the life of the project. The updates will be recorded and maintained as part of the project change management process, which is a contributory portion of the overall project management plan. Subsidiary plans are also included which are; • Project Scope Management Plan • Project Time Management Plan • Project Cost Management Plan • Project Quality Management Plan • Project Resource Management Plan • Project Communication Management Plan • Project Risk Management Plan • Project Procurement Management Plan 23 EYEDEA-THE CREATIVE SOLUTIONS
  • 24. GENERAL PROJECT INFORMATION PROJECT GOVERNANCE DOCUMENTS The project charter and project scope statement will be followed throughout the project. All the changes that are considered necessary will be included as per requirement. TEAM MEMBERSHIP PROJECT ORGANIZATION HEAD • Mr. Ahmad Sarfraz PROJECT MANAGER • Miss Marium Sarfraz PROJECT TEAM • Miss Namra (Team Leader) • Mr. Umer Ahmad (Media Manager) • Miss Ayesha Shahid (Production Department Manager) Points of Contact Name Project Role Phone NO. Marium Sarfraz Project Manager +92 332 6946974 Namra Team Leader +92 334 5168055 Umer Ahmad Media Manager +92 343 5789022 Ayesha Shahid Production Dept Manager +92 342 5501843 PROJECT SCOPE MANAGEMENT PLAN 24 EYEDEA-THE CREATIVE SOLUTIONS
  • 25. Project Scope Statement The scope of this project is to learn, understand and develop an Ad campaign for Pantene Pro V hair fall solution in order to create awareness among customers and increase its Market share, keep a detailed record of all the project activities in order to create a best solution and keep a record of Best Practices. Project Deliverables 25 EYEDEA-THE CREATIVE SOLUTIONS Deliverable Description Market Research Document Documents of Research having Solution of Problem Financial Plan Document Document forecasting cost of all the Activities involved Document of Objective State all the objective need to be achieve Media Plan Document Television, Radio, Website Creative Brief Including all essential of Advertisement Creative Brief Including all essential of Advertisement Final Form of Advertisement Final electronic Form of Advertisement.
  • 26. Assumptions Assumption of Project include  Material will be available to us when required  Project will complete on time  Extra Budget will be given by P&G when required  If we contact the media with our story, some subset of the contacted media will run the story and the story will carry some of the messages we’ve included in our media materials.  If some subset of the media runs the story, some subset of our target audience will see, read and comprehend the story.  If this happens, some subset of those that saw and read will either be introduced to the product for the first time or become more favorably disposed toward our product.  And, if this happens some subset of those will actually purchase. Project Constraints  Budget constraints  Time constraints  Legal constraints Project Phases, Activities, Task, Duration and Dependencies: Major Phases of our Ad Campaign  Identifying of need o Market Research 26 EYEDEA-THE CREATIVE SOLUTIONS
  • 27.  Planning of Ad Campaign o Budgeting o Setting Goals o Advertising Venue  Formulation of Ad Campaign o Choosing Creative o Design and wording  Execution of Ad Campaign o Placing an Ad  Evaluation of Ad Campaign Project Plan Sr.# Activities Task Duration Dependencies 1 Market Research Identification of Problem facing by P&G 1 week & 4 days 2 Budgeting Deciding Human Resource Cost Deciding Administrative Cost Deciding Project Cost 2week 3 Setting Goals of Ad campaign Awareness 2week 2 4 Advertising Venue Doing Contract with Television channels, Radio, Websites 2 week 3 27 EYEDEA-THE CREATIVE SOLUTIONS
  • 28. 5 Choosing Creative Choosing voice actors for radio, models for photography and so on 2week 4 6 Designing and Wording Choosing and working with Designer and creative’s 1week & 2 days 7 Placing an Ad Placing Ad on Choosing Venue 1week & 2 days 6 8 Evaluation of Ad Comparing the Sales before and After Advertising Campaign 1week 7 REQUIREMENT COLLECTION CUSTOMER REQUIREMENT DOCUMENT (P&G) Project Scope  Limiting the possibility of delays or major errors that occur during the project Customer Needs  Execute a Pantene brand campaign that would drive awareness among its target audience of women aged 18 to 44, and increase purchase intent  Ensure that its target frequency of six views per month was met  Improve upon cost per reach metrics from traditional publishers Risk  Risk of Failure  Risk of Beating by competitors Ad Campaign  Risk of non acceptance of P&G  Risk of non availability of Required Labor 28 EYEDEA-THE CREATIVE SOLUTIONS
  • 29.  Risk of increase in prices of equipment and material in near future  Risk of not completion of Project on time  Risk of not completion of Project in allocated budget Constraints  Legal Constraints  Time constraint Policies and Procedure  Disclosures and disclaimers providing important information to consumers about their purchase must be displayed clearly in an advertisement.  Express claims in advertisements directly state what their product can do. For example, a toothpaste company may claim its toothpaste makes teeth white.  Ads must be fair and not market products that cause injury to a consumer. Operational Requirement  Creative Team  Researchers  Media Planner  Account Manager  Media Brief  Media Vehicles(electronic) Requirement Priority Matrix  Identification of the target audience  Establish the Message and Budget Objectives  Creative Designing of Ad 29 EYEDEA-THE CREATIVE SOLUTIONS
  • 30.  Chose the Media Type and Media Schedule  Evaluation of Advertising Output Reporting Requirement  Advertising Campaign Checklist  Creative Brief  Planning Document  Project Completion Report  Project Review Report PROJECT TEAM REQUIREMENTS Stakeholder Requirement *Category *Priority Acceptance Criteria Usman Khalid CEO EYEDEA-the Creative Solutions Project to be completed on time and quality service to satisfy the customer A A Customer satisfaction, project execution with good utilization of monetary and other type of resources in the form of time and human resource Mr. Hamza Aziz HR Manager Better utilization of the human resource provided for the accomplishment of tasks B B _________________ Mr. Hammad Awan Finance Manager Weekly to monthly audit reports including cost performance report to analyze utilization of resources A A Efficient use of funds provided 30 EYEDEA-THE CREATIVE SOLUTIONS
  • 31. Miss Anum Shahid Quality Manager Meeting customer requirements and meeting scheduled project objectives A A Implementation of organizational process assets Miss Marium Sarfraz Project Manager Implementation of required project management processes from initiation to closing A A Implementation of all the required processes to build a quality service to satisfy customer needs Miss Namra Team Leader Timely and efficient completion of the tasks A A The tasks assigned to other group members are completed on time *Category: A: Very Important and very Influence. *Priority: A: High Priority B: Important and good priority. B: Important and Influential. PROJECT SCHEDULE MANAGEMENT PLAN  Project will start on 1st January 2012 and ends on 1st April 2012 Sr.# Activities Task Duration Start Date End date 1 Market Research Identification of Problem facing by P&G 1 week & 4 days=11 days 1st jan 11th jan 2 Budgeting Deciding Human Resource Cost Deciding Administrative Cost Deciding Project Cost 2week=14 days 12th jan 25th jan 3 Setting Goals of Ad campaign Awareness 2week=14 days 26th jan 8th feb 4 Advertising Venue Doing Contract with Television channels, Radio, Websites 2week=14 days 9th feb 22nd feb 5 Choosing Creative Choosing voice actors for radio, models for photography and so on 2week= 14 days 23rd feb 7th march 31 EYEDEA-THE CREATIVE SOLUTIONS
  • 32. 6 Designing and Wording Choosing and working with Designer and creative’s 1week & 2 days=9 days 8th march 16th march 7 Placing an Ad Placing Ad on Choosing Venue 1week & 2 days=9 days 17th march 25 march 8 Evaluation of Ad Comparing the Sales before and After Advertising Campaign 1week=7 days 26th march 1st April Project Life Cycle 32 EYEDEA-THE CREATIVE SOLUTIONS Start: 1st Jan End: 1st April Initiation: 1st Jan- 15th Jan Planning: 16th Jan – 16th Feb Execution: 17th Feb– 20th March Monitoring and control: 1st Jan- 1st April Closing: 21th March – 1st April
  • 33. + PROJECT COST MANAGEMENT PLAN Cost of Labor Role cost per Month Project Manager Rs/-50000 Operation Manager Rs/- 40000 Media Manger Rs/-30000 Finance Manager Rs/-25000 Lighting Technician Rs/-15000 Musician Rs/-15000 Film Maker Rs/-10000 Camera Man Rs/-10000 33 EYEDEA-THE CREATIVE SOLUTIONS
  • 34. Sound Technician Rs/-5000 Cost of Equipment Equipment Item Cost Per Unit Camera Rs/-25000 high-quality microphones Rs/-20000 sound systems Rs/-15000 good lighting Rs/-10000 movie editing software Rs/-25000 Laptop Rs/-250000 Cost of Material Material Item Cost Water Rs/-250 0Per Month Gas Rs/-2500 Per Month Power Rs/-290 0per Month Transportation Rs/-5000per Month Rental charges Rs/-5000per Month Expense Schedule Expense Type Januray Feburary March Total Labor • Project manager • Operation Manager • Media Manger • Finance Manger Rs/-50000 Rs/-40000 Rs/-50000 Rs/-40000 Rs/-50000 Rs/-40000 Rs/-1500000 Rs/-1200000 34 EYEDEA-THE CREATIVE SOLUTIONS
  • 35. • Lighting Technician • Musician • Film Maker • Camera Man • Sound Technician Rs/-30000 Rs/-25000 Rs/-30000 Rs/-25000 Rs/-30000 Rs/-25000 Rs/-15000 Rs/-15000 Rs/-10000 Rs/-10000 Rs/-5000 Rs/-90000 Rs/-75000 Rs/-45000 Rs/-45000 Rs/-30000 Rs/-30000 Rs/-15000 Material • Water • Gas • Power • Rental Charges • Transportation Rs/-2500 Rs/-2500 Rs/-2900 Rs/-2500 Rs/-2500 Rs/-2900 Rs/-2500 Rs/-2500 Rs/-2900 Rs/-7500 Rs/-7500 Rs/-5800 Rs/-5000 Rs/-5000 Equipment • Camera • high-quality microphones • sound systems • good lighting • movie editing software • laptop Rs/-25000 Rs/-20000 Rs/-15000 Rs/-10000 Rs/-25000 35 EYEDEA-THE CREATIVE SOLUTIONS
  • 36. Rs/- 250000 Rs/-250000 Total Rs/- 402900 Rs/- 152900 Rs/-152900 Rs/-3398300 PROJECT QUALITY MANAGEMENT PLAN Quality Roles and Responsibilities 36 EYEDEA-THE CREATIVE SOLUTIONS Roles Responsibilities 1. Project Cost Efficiency. 1. Finance Manager, Quality Manager, Project Manager, Project Team. 2. Product Cost. 2. Project manager, project team. 3. Project schedule. 4. Project Manager, Quality Department. 4. Project overall. 5. Project Manager, Project Team.
  • 37. Quality Assurance Approach Planning quality and performing quality control tools and techniques, process analysis to continuously look into the working of the management processes and the product related processes to mitigate negative impacts and check the cost and schedule variances and cost audit reports will be presented weekly. These reports will show the project’s performance and quality standard. Quality Control Approach: Inspection of the processes both of the project and service and implementation of change requests when there is a need. Control charts to control costs of the process and projects entire cost. Weekly cost performance reports will be issued and help will be sought from Finance department to reduce costs both on project and product as well. Inspection, Control Charts and Scatter plot will be made to analyze project, team members and schedule performance. Quality Improvement Approach: To improve the quality of the project’s processes weekly meeting will be called between the project manager and project team so that any difficulties in the project might be removed because those issues can affect the working of the project team which will directly affect the quality of work. Similarly weekly cost performance reports will be issued and help will be sought from Finance department to reduce costs both on project and product as well. Inspection, Control Charts and Scatter plot will be made to analyze project, team members and schedule performance. PROJECT RESOURCE PLAN Project Team (Human Resource Breakdown Structure) 37 EYEDEA-THE CREATIVE SOLUTIONS
  • 38. Project Team Qualification Skill Salary Experience Job Description Project Manager MS in PM Good organizational skills, High Level of creativity and innovation Rs/- 50000 Per month 3 year of experience in Handling multiple projects and providing project management services Accountability for accomplishing the stated project objectives Operation Manager Certified in Production and Inventory Management (CPIM) by APICS Good management skills Rs/- 40000 Per month 2 year experience in relevant field creating and managing budgets, data entry, forecasting Media Manager Master in media management, diploma in new media, and mass communication Good networking skills, good managerial skills and communication skills Rs/- 30000 Per month 3 year of experience to make sure a reliable marketing message is created and consolidates his position in a specific product segment 38 EYEDEA-THE CREATIVE SOLUTIONS
  • 39. Finance Manager MBA in Finance Good communication skills, An analytical mind, good interpersonal skill Rs/- 25000 per month 5 year of experience To establish and maintain financial and management procedures, Providing an interpretation of financial information Lighting Technician Diploma in installation of light Skill in operating lighting related equipment. Skill in both verbal and written communication. Rs/- 25000 3 year relevant experience Drafts light plots and oversees the installation of lighting equipment. Performs minor repairs, cleans and adjusts lighting equipment. Assists supervisor in scheduling work force for productions. Musician Courses of maintain instrument s Theoretical knowledge of the building blocks of musical scales, keys, tempos and signatures. Often a wildly diverse range of musical styles will need to be understood, as musical genres span many types of music, and some session musicians are expected to cover all of them. Rs/- 15000 2 year maintaining the instrument; setting up/tuning the instrument and other equipment Film Courses of making comprehensive Rs/- 1 year Obtaining financial 39 EYEDEA-THE CREATIVE SOLUTIONS
  • 40. Maker film and securing film locations understanding of all aspects of film production, from acting to lens technology 15000 backing, finding scripts, assembling cast members, enforcing deadlines, keeping to a budget and secure filming locations. Camera Man Short courses of using camera Having a good artistic eye for photography Having knowledge of film- specific photography equipment and techniques Rs/- 10000 2 year To assemble camera equipment before and after a photo or film shoot. Sound Technician Courses of Recording all sound Talent, passion and a good ear... Technical aptitude Creativity Attention to detail. Rs/- 10000 3 year production: the recording of all sound on set or on location; Post-production: the balancing, mixing, editing and enhancing of pre-recorded audio. Project Office The Office Structure we have uses is supportive in nature and consist of reception and conference room • Reception • conference room Reception We welcome the clients and visitors. It is a place where we welcome visitors and clients at office. 40 EYEDEA-THE CREATIVE SOLUTIONS
  • 41. Conference room Conference Room is the central place of our office. It is designed in such a manner, so that the members can easily communicate. Furniture of the conference room is so comfortable and different equipment of presentation is present in the conference room. Role of Office The primary reasons for implementing a PMO include:  Efficiency – for making optimal use of available resources;  Effectiveness –in order to ensuring Project Management processes are delivered in a correct, consistent, and timely manner; and  IT Governance – in providing the leadership, organizational structure, regulations, standards and processes that ensure projects comply with best practices in accordance with the enterprise charter/mission, strategies, and business objective  For conducting the business meetings 41 EYEDEA-THE CREATIVE SOLUTIONS
  • 42.  For Recording the documents Policies and Procedure Work Planning and Performance Review Work Planning and Performance Review will be handled in keeping with ad agency policy. Each year, in May and June, a Work Plan will be developed for and discussed with each staff member. The Work Plan will define performance expectations at the “Good” level. A development plan worksheet, identifying training goals and suggestions for improving or enhancing knowledge, skills, and abilities, will accompany the Work Plan. . Smoking The department office areas are designated as a non-smoking workplace. Smoking is prohibited in all rooms of office Files The department secretary maintains central department files. There are two major file types: • Audit working paper files, which are stored in binders and filed by audit number. These files are maintained for a period of 7 years at which time they will be reviewed and destroyed as appropriate. General office files which will include correspondence, departmental administrative files, personnel files, publications, and files relating to professional organizations, and committees. These items are filed by department or organization and will be reviewed on an annual basis Resources Specifically Required For this Project  Research Resource Requirement o Questionnaire o Retail Audit  Media Requirement o Space on Radio o Space on Websites o cable and satellite television 42 EYEDEA-THE CREATIVE SOLUTIONS
  • 43.  Creative and technical Support Team o lighting technician o musicians o presenter o producer o sound technician o camera person o copywriter o director o film maker Material Required  Water  Gas  Power  Vehicle for transportation  Rental charges of outdoor Advertisement 43 EYEDEA-THE CREATIVE SOLUTIONS
  • 44. PROJECT COMMUNICATION PLAN Purpose As we are doing an advertising campaign of P&G product Pentene Pro v hair fall solution. To do this project the communication between project team is very necessary for successful completion and effective decision making of project. In our project team we are initially four people. In this project we will be doing advertising campaign on electronic media. We need the communication with production house, creative brief team, media manager, gathering information and interaction with sponsor and stake holder etc. Roles and responsibilities Project sponsor Our project’ sponsor is P&G. P& G provide us the budgets, technical supports as well. Project Team  Project Manager: Marium Sarfraz Project Managers also responsible for the account management department, is the link between the ad agency and its clients and as well as management of whole project.  Marketing Manager: Sikander Khan The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively in a cost effective manner.  Media Manager: Umer Ahmad The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively in a cost effective manner.  Production department Manager: Ayseha Shahid 44 EYEDEA-THE CREATIVE SOLUTIONS
  • 45. Ayesha Shahid is responsible for the production of the approved TV commercial; the production department may supervise the casting of actors to appear in the ad, the setting for scenes and selecting an independent production studio. The production department sometimes hires an outside director to transform the creative concept to a commercial.  Finance and accounting department Manager: Hammad Awan Responsible for all finance and account related issues  Technical Support Team Our technical support team consists of following labor and their responsibilities are mentioned below Lighting Technician Drafts light plots and oversees the installation of lighting equipment. Performs minor repairs, cleans and adjusts lighting equipment. Assists supervisor in scheduling work force for productions. Musician maintaining the instrument; setting up/tuning the instrument and other equipment Film Maker Obtaining financial backing, finding scripts, assembling cast members, enforcing deadlines, keeping to a budget and secure filming locations. Camera Man To assemble camera equipment before and after a photo or film shoot. Sound Technician production: the recording of all sound on set or on location; Post-production: the balancing, mixing, editing and enhancing of pre-recorded audio. COMMUNICATION PLAN MATRIX 45 EYEDEA-THE CREATIVE SOLUTIONS
  • 46. What Who/Targe t Purpose When/Frequen cy Type/Method(s) Owner Initiation Meeting Project Sponsor, Team and Stakeholder s Gather information for Initiation Plan FIRST Before Project Start Date Meeting Project Manager Internal Initiation Meeting Project team Discussion on Project Initiation Plan I Before starting project Meeting Project Manager Distribute Project Initiation Plan Customer and team* Distribute Plan to alert stakeholders of project scope and to gain buy in. Before Kick Off Meeting Before Project Start Date Document distributed via hardcopy or electronically. Initiation Plan Project Manager Project Kick Off Meeting All stakeholder s* Communicate plans and stakeholder roles/responsibiliti es. Encourage communication among stakeholders. At or near Project Start Date Meeting 46 EYEDEA-THE CREATIVE SOLUTIONS
  • 47. What Who/Targe t Purpose When/Frequen cy Type/Method(s) Owner with production houses, TV Channels and Websites related team Mangers of Production houses, TV channels project Office Negotiation about commercials and media buying First week of project Meeting Project Manager Team Meetings Entire Project Team. Individual meetings for sub- teams, technical team, and Functional teams as appropriate . To review detailed plans (tasks, assignments, and action items). After meeting of stakeholders Regularly Scheduled. Weekly is recommended for entire team. Weekly or bi-weekly for sub-teams as appropriate. 2nd and third week Meeting Detailed Plan 47 EYEDEA-THE CREATIVE SOLUTIONS
  • 48. What Who/Targe t Purpose When/Frequen cy Type/Method(s) Owner Sponsor Meetings Sponsor(s) and Project Manager Update Sponsor(s) on status and discuss critical issues. Seek approval for changes to Project Plan. Regularly scheduled Recommended biweekly also as needed when issues cannot be resolved or changes need to be made to Project Plan. Meeting Project Manager Audit/Revie w Project Office, Project Manager, select stakeholder s, Review status reports, issues, and risks. To identify and communicate potential risks and issues that may affect the schedule, budget, or deliverables. weekly Scheduled by the Project Office Meeting/Report Project Office will produce report using their template. Project Manager Post Project Review Project Office, Project Manager, key stakeholder s, and sponsor(s). Identify improvement plans, lessons learned, what worked and what could have gone better. Review accomplishments. End of Project or end of major phase Meeting/Report Project Office will produce report. Project Manager 48 EYEDEA-THE CREATIVE SOLUTIONS
  • 49. What Who/Targe t Purpose When/Frequen cy Type/Method(s) Owner Presentatio ns to Customer Examples: Customer and sensor board, etc. To update external groups to promote communication a create awareness of project interdependencies. At project milestones so as to introduce outside of the Project Team. Presentation/Demonstr ation Communication Constraints: The project team will communicate with the team leader through emails or other reports or meetings, in extreme circumstances the project team members can communicate with the project manager otherwise they are advised to report the team member only. The team leader will interact with the Project Manager through meetings, presentations and emails telling him about the current situation of the project and will bring in notice the problems faced by the team, the team leader is not authorized to come in direct communication with other stake holders and CEO with few exceptions. The Project Manager will communicate with all the relevant stakeholders including the CEO and the customer and will present them with project performance reports. The Project Manager will bring in notice the cost and schedule performance to the CEO. PROJECT RISK MANAGEMENT PLAN Our Project involve following Risks 1. Risk of Failure 2. Risk of Beating by competitors Ad Campaign 3. Risk of non acceptance of P&G 4. Risk of non availability of Required Labor 49 EYEDEA-THE CREATIVE SOLUTIONS
  • 50. 5. Risk of increase in prices of equipment and material in near future 6. Risk of not completion of Project on time 7. Risk of not completion of Project in allocated budget Risk, Risk Priority and Impact Risk Category Description Risk Id Risk Likelihood Score Impact Score Priority LIKELIHOOD + IMPACT/2 = PRIORITY Rating Schedule Risk of not completion of Project on time 1 Low 40 High 80 60 Medium Budget Risk of not completion of Project in allocated budget 2 Low 40 High 80 60 Medium Acceptance Risk of non acceptance of P&G 3 Medium 60 High 80 70 High Resource Risk of increase in prices of equipment and material in near future Risk of non availability of Required Labor 4.1 4.2 High Medium 80 60 Medium Medium 60 60 70 60 High Medium Benefit Risk of Failure 5 Low 40 Very high 100 70 High Competitor Risk of Beating by 6 High 80 Very 100 90 Very High 50 EYEDEA-THE CREATIVE SOLUTIONS
  • 51. competitors Ad Campaign High Risk Schedule Rating Risk Id Preventive Action Action Resource Medium 1 Proper monitoring of activities and planning of Schedule Project Manager Medium 2 Authorizing extra budget from sponsor for those activities which are not identified in planning phase Financial Manager High 3 Clearly communicating Customer Requirement and running training programs to aware labor about customer Requirement Project Manager High Medium 4.1 4.2 Already contracting with supplier for material and equipment needed in Project Project manager High 5 Clearly defining the scope of Project Project Manger Very High 6 Contracting with intelligence companies to get data about competitors and work accordingly Project Manger PROJECT PROCUREMENT PLAN Procurement Authority: The procurement authority is assigned to the project manager and he can procure the required material for the project. Roles and Responsibilities 51 EYEDEA-THE CREATIVE SOLUTIONS
  • 52. Project Manager: Procurement Department: 1. He will prepare procurement requirement document with the consultation of project team leader. 1. The procurement department has laid down rules for procurements. 2. He will look after the needs of the project and the things needed to be procured. 2. It is the responsibility of procurement department to make the things available on time. 3. It will be the responsibility of project manager that procurements should be timely. 3. The procurement department will ask the authorized suppliers about the availability of the components, devices and equipment available or not. 4. The project manager will prepare audit report of the procurements made. 4. Managing multiple suppliers. Procurement Statement of Work Standard Procurement Documents: 1. Request for Proposal. 2. Request for Quotation. 3. Tender Notice. 4. Invitation for Seller’s Initial Response. Procurement Assumptions and Constraints: The procurements will be on time but as the funds are limited so the procurements should be limited and we have to complete the tasks and responsibilities with the available materials, resources and supplies. Source selection criteria Source selection criteria are 1. less cost 2. good quality 52 EYEDEA-THE CREATIVE SOLUTIONS
  • 53. 3. less time to procure 4. less number of risk Procurement Plan All the products will be acquired from the external market and will be purchased due to deficiency of resources. Acquired Products Description Of Acquiring Each Product Timeframe For Acquiring Product Camera To Make An Electronic Ad For Target Audience Execution Phase High-Quality Microphones In Order To Convert Sound In Electrical Signals Execution Phase Sound Systems Enable To Record The Sound In High Quality Execution Phase Good Lighting To Add Dramatic Look In Advertisement Execution Phase Movie Editing Software To Edit Advertisement To Make It More Attractive Execution Phase Laptop Enable Are The Upper Level Staff To Communicate With Each Other Throughout The Project PHASE REVIEW Project Details Project Name: Ad Campaign of Pantene Report Prepared by: Project Manger Project Manager: Marium Sarfraz Report Preparation date: Project Sponsor: P&G PHASE REVIEW DETAIL 53 EYEDEA-THE CREATIVE SOLUTIONS
  • 54. Review Detail Review Category Review Question Answer Variance Schedule Was the phase completed to schedule? Y/N Y/N Expense Was the Phase Completed within budgeted cost? Y/N Y/N Deliverable Project Plan Resource Plan Financial Plan Quality Plan Risk Plan Acceptance Plan Communication Plan Statement of work Request for Information Request for Proposal Supplier Contract Was a Project Plan approved? Was a resource Plan Approved? Was the Financial Plan Approved? Was the Quality plan approved? Was the risk Plan Approved? Was the acceptance plan approved? Was the Communication Plan approved? Was the statement of work released? Was a request for information released? Was a request for proposal released? Was the supplier Contract approved? Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Y/N Risk Are there any outstanding Project Risk? Y/N Y/N Issues Are there any outstanding Project issue? Y/N Y/N Challenges Are there any outstanding project challenges? Y/N Y/N Planning Phase Approval 54 EYEDEA-THE CREATIVE SOLUTIONS
  • 55. 55 EYEDEA-THE CREATIVE SOLUTIONS