Advertising & promotion project<br />Prepared by                                     Presented to                        <...
Introduction.<br />Marketing & communication objectives.<br />Communication mix and tactics.<br />Creative strategy.<br />...
Launching a New Tire Service Center (Check Point).<br />Check point is a high standard car service center.<br />The main a...
This will be the first service center for the Egyptian tire company (ETC) which will be followed by a big chain of centers...
Alignments.<br />Lower price with the same quality.<br />sound & video systems (for customers to observe their cars during...
Brand oriented customers.<br /> Social class A and B.<br />Geographical target is Egypt's main cities (starting with Cairo...
Size of the market<br />
To penetrate the market with 5 % market share, closing the year with 3 branches, 2 in Cairo and 1 in Alex.    <br />Market...
Awareness<br />Trial<br />Traffic<br />Branding & Positioning<br />The objective time plan is 12 months<br />Communication...
Advertising (High reach so help in Awareness, and build brand image)<br />Interactive/Internet Marketing (Reaches target m...
Advertising. <br />Print Media (Newspapers, Magazines, Flyers) <br />Broad cast (Radio and TV)<br />Outdoors (Billboards) ...
Media Mapping : The Role of the main medium<br />INTERACTIVE AND A REMINDER MEDIUM.<br />FREQUENCY BUILDER<br />MORE RATIO...
Big idea <br />Trust of the professionalism and high standard of technical quality and customer service that will provide ...
The Message: <br />Only trust the professionals.<br />Only professionals can take care about your family safety.<br />Your...
The Appeal:   <br /> Rational and Emotional<br />
TV<br />Radio <br />Outdoor<br />Magazines <br />Beach<br />Shopping <br />Malls<br />Newspapers<br />Cinemas<br />Transit...
Home<br />Sleeping Time<br />Work<br />TV<br />Consumer<br />Before Lunch<br />Free Time<br />Lunch Time<br />Afternoon na...
Morning is about <br />engaging the consumer &creating an interest<br />“through Newspapers <br />& Radio”<br />Evening is...
Its all about affinity planning<br />Maintaining an ongoing conversation <br />with our target consumer <br />At the right...
Recommended Ad media<br />
Print media <br />
2010 calendar for print media<br />
Ahram: <br />full page= 220,000 EGP, ½ page= 95,000 EGP, ¼ page= 45,000 EGP<br />1st quarter use ½ page of total cost= 114...
Broadcast Ad messages<br />
Broadcast-RadioNogoom FM <br />Total cost= 2,250,000 EGP <br />
Broadcast-T.V.Stations Share of Viewership<br />
Arabic serial  -> CH 1      (cost 10,500/min during serial)<br />Biet Bietak  -> CH 2         (cost 18,000/min)<br />MBC 2...
The length of the commercial will be 2 min.<br />In the first quarter the frequency will be once/day for all channels with...
Media selection-Summary<br />
 big billboards, 4 in Cairo & 3 in Alex:<br />October bridge                700,000 EGP/Year<br />4 in Mehwar             ...
Internet <br />Total cost = 174,000 EGP/Year<br />
Sales promotion<br />
Campaign Evaluation & Analysis<br />(control)<br />Monthly <br />Competitive Report <br />Quarterly <br />Media Review <br...
Competitive Analysis
Achievements - actual vs. planned by market
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Advertizing And Promotion Project Tarek Mostafa

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Advertizing And Promotion Project Tarek Mostafa

  1. 1.
  2. 2. Advertising & promotion project<br />Prepared by Presented to <br />Tarek Mostafa Ahmed Dr. Hatem El Ghamry<br />Ahmed Farag<br />Emad Shoukry<br />Sameh Mohamed<br />Nihal Abdel Aal<br />
  3. 3. Introduction.<br />Marketing & communication objectives.<br />Communication mix and tactics.<br />Creative strategy.<br />Media planning.<br />KPI.<br />Budget. <br />Agenda <br />
  4. 4. Launching a New Tire Service Center (Check Point).<br />Check point is a high standard car service center.<br />The main activities of this center will be sales of tires, wheels and batteries in addition to the service of tire repairing, alignment and wheel balancing.<br />Product definition <br />
  5. 5. This will be the first service center for the Egyptian tire company (ETC) which will be followed by a big chain of centers. <br />In Egypt such high standards for these activities are not provided except from only one competitor "Bridgestone" who started his chain 3 years ago and reached now up to13 branches. <br />Current situation <br />
  6. 6. Alignments.<br />Lower price with the same quality.<br />sound & video systems (for customers to observe their cars during the service).<br />Reservation by phone (scheduling and time estimated per service).<br />Competitive edge over Bridgestone<br />
  7. 7. Brand oriented customers.<br /> Social class A and B.<br />Geographical target is Egypt's main cities (starting with Cairo & Alex).<br />Target customers <br />
  8. 8. Size of the market<br />
  9. 9. To penetrate the market with 5 % market share, closing the year with 3 branches, 2 in Cairo and 1 in Alex. <br />Marketing objective<br />
  10. 10. Awareness<br />Trial<br />Traffic<br />Branding & Positioning<br />The objective time plan is 12 months<br />Communication objective<br />
  11. 11. Advertising (High reach so help in Awareness, and build brand image)<br />Interactive/Internet Marketing (Reaches target market and helps in giving more detailed information)<br />Sales Promotion (Encouraging trial and lead to more traffic)<br />Communication mix<br />
  12. 12. Advertising. <br />Print Media (Newspapers, Magazines, Flyers) <br />Broad cast (Radio and TV)<br />Outdoors (Billboards) <br />Internet.<br />(web site & Banners)<br />Sales promotions.<br />(Discounts, Bonus packs, Loyalty programs)<br />Tactics <br />
  13. 13. Media Mapping : The Role of the main medium<br />INTERACTIVE AND A REMINDER MEDIUM.<br />FREQUENCY BUILDER<br />MORE RATIONAL THAN EMOTIONAL.<br />GENERATE QUICK AND HIGH REACH (NWSP).<br />ENHANCE THE IMAGE (MGZ)<br />HAS GREAT EMOTIONAL VALUES AND PRESENT US WITH AN AUDIO-VISUAL MESSAGE.<br />HIGH REACH.<br />Education<br />Awareness<br />Radio<br />Print<br />TV<br />Outdoor Long Term Signs<br />Online<br />DM<br />CONSTANT REMINDER<br />Image<br />Direct Response<br />ONE-ON-ONE DIALOGUE<br />
  14. 14. Big idea <br />Trust of the professionalism and high standard of technical quality and customer service that will provide the customer and his family the Safety with The Check Point Center<br />Creative strategy<br />
  15. 15. The Message: <br />Only trust the professionals.<br />Only professionals can take care about your family safety.<br />Your satisfaction is guaranteed.<br />If you need high standard technical service ……… Go to check Point<br />If you need high standard customer service ……… Go to check Point<br />
  16. 16. The Appeal: <br /> Rational and Emotional<br />
  17. 17. TV<br />Radio <br />Outdoor<br />Magazines <br />Beach<br />Shopping <br />Malls<br />Newspapers<br />Cinemas<br />Transit<br />Points<br />TARGET AUDIENCE<br />Cafes/<br />Internet Cafes<br />Sports<br />Concerts<br />Internet <br />SMS <br />Media planningThe Daily Exposure<br />
  18. 18. Home<br />Sleeping Time<br />Work<br />TV<br />Consumer<br />Before Lunch<br />Free Time<br />Lunch Time<br />Afternoon nap<br />Source: AMRB - Time Proprietary Research<br />
  19. 19. Morning is about <br />engaging the consumer &creating an interest<br />“through Newspapers <br />& Radio”<br />Evening is aboutSupport and Reason to believe<br />“through TV”<br />Home<br />Sleeping Time<br />Work<br />TV<br />Consumer<br />Before Lunch<br />Free Time<br />Lunch Time<br />Afternoon nap<br />Source: AMRB - Time Proprietary Research<br />
  20. 20. Its all about affinity planning<br />Maintaining an ongoing conversation <br />with our target consumer <br />At the right time in the right place <br />Home<br />Sleeping Time<br />Work<br />TV<br />Consumer<br />Before Lunch<br />Free Time<br />Lunch Time<br />Afternoon nap<br />Source: AMRB - Time Proprietary Research<br />
  21. 21. Recommended Ad media<br />
  22. 22. Print media <br />
  23. 23. 2010 calendar for print media<br />
  24. 24. Ahram: <br />full page= 220,000 EGP, ½ page= 95,000 EGP, ¼ page= 45,000 EGP<br />1st quarter use ½ page of total cost= 1140,000 EGP<br />The rest of the year use ¼ page of total cost=585,000 EGP<br />Akhbar:<br />Full page= 140,000 EGP, ½ page= 70,000 EGP, ¼ page= 35,000 EGP<br />1st quarter use ½ page of total cost= 840,000 EGP<br />The rest of the year use ¼ page of total cost= 455,000 EGP<br />Arabity magazine:<br />Full page= 8000 EGP<br />Cost/year= 96,000 EGP<br />Flyers cost/year= 20,000 EGP<br />Total cost of print media= 3,136,000 EGP/year<br />Estimated cost for print media<br />
  25. 25. Broadcast Ad messages<br />
  26. 26. Broadcast-RadioNogoom FM <br />Total cost= 2,250,000 EGP <br />
  27. 27. Broadcast-T.V.Stations Share of Viewership<br />
  28. 28. Arabic serial -> CH 1 (cost 10,500/min during serial)<br />Biet Bietak -> CH 2 (cost 18,000/min)<br />MBC 2 pm films (9pm-1am) (cost 8000/min)<br />Ashra masaan -> Dream (cost 6000/min)<br />Rotana cinema pm films (9pm-1am) (cost10,500/min)<br />Qahira el-Youm -> Orbit (cost 10,500/min)<br />Top T.V. programs<br />
  29. 29. The length of the commercial will be 2 min.<br />In the first quarter the frequency will be once/day for all channels with cost of 11,430,000 EGP.<br />For quarters 2, 3 & 4 the frequency will be once every other day with cost of 17,145,000 EGP.<br />Total cost of T.V. ads = 28,575,000EGP<br />Total cost of TV Commercials <br />
  30. 30. Media selection-Summary<br />
  31. 31. big billboards, 4 in Cairo & 3 in Alex:<br />October bridge 700,000 EGP/Year<br />4 in Mehwar 1,200,000 EGP/Year<br />2 in Ring road Maadi 100,000 EGP/Year<br />2 in Ring road Haram 100,000 EGP/Year<br />2 in Cairo/Alex highway 200,000 EGP/6 month<br />3 in Sahel road 90,000 EGP/3month <br />2 in Alex Cournash 300,000 EGP/Year<br />Total cost/Year = 2,690,000 EGP<br />Outdoor-Billboards <br />
  32. 32. Internet <br />Total cost = 174,000 EGP/Year<br />
  33. 33. Sales promotion<br />
  34. 34. Campaign Evaluation & Analysis<br />(control)<br />Monthly <br />Competitive Report <br />Quarterly <br />Media Review <br />Extensive review covering<br /><ul><li>Market Background
  35. 35. Competitive Analysis
  36. 36. Achievements - actual vs. planned by market
  37. 37. Spend, Reach.
  38. 38. Day part analysis vs. competitors
  39. 39. Station/vehicle used vs. competitors
  40. 40. Positioning vs. competitors
  41. 41. Key issues & recommendations
  42. 42. Feedback questionnaire to be filled by our customers.</li></li></ul><li>How much is enough ?<br />Top-down budgeting approach<br />The total budget of promotion for 2010 is<br />36,825,000 EGP<br />Reallocation of resources could be done according to the data collected from the control.<br />The total budget <br />

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