1. The document outlines an integrated marketing communications campaign for a new organic egg brand called Eggsellent, launched by Organic Foods Pvt. Ltd. 2. The campaign aims to create awareness of the brand and educate consumers about the health benefits of organic eggs, including their protein, vitamin D, and vitamin E content. 3. Key elements of the IMC campaign include print ads, billboards, direct marketing, e-marketing, events, and limited time discounts to target health-conscious consumers, especially women in Lahore, Pakistan.

1. Beckon Ads Agency
Team Members Registration
Muhammad Naeem (Author) FA12-MBT-059
Murtaza Haider FA12-MBT-057
Zulkifal Raza FA12-MBT-093
Section: A
Contact:
Mobile 03343389898

2. Introduction of Beckon Ads Agency
Beckon is newly establish agency and provide the promotional services to the client and also
provides the advertising campaign. The agency also concern with ads making services.
Beckon’s Vision
Beckon’s vision is to be leading brand in advertisement agencies by carrying out successful
marketing communication campaigns for our client in Pakistan.
Beckon’s Mission
We will do this by a creative ideas, skillful team and expended medium of commination.
Beckon’s Strategies
An advertising strategy should support the marketing plan, which in turn supports the company
business plan. In the Real World you will rarely be handed a marketing or business plan. So here's
how to figure that out yourself. There are some strategies the company should use.
1. Content Marketing
Content marketing derives all digital marketing lead generation programs. Whether in the
form of an email, white paper and blog post. Common thinking suggests creating lots of
helpful content grows agency’s website traffic as potential client are self-education.
2. Referral marketing
The company will also use referral Marketing strategy to promoting products or services
to new customers through referrals, usually word of mouth. Such referrals often happen
spontaneously but businesses can influence this through appropriate strategies.
Agency Hierarchy system
Zulkifal Raza
(CEO)
Saqib Mahmood
Vice president
Account services
Niqash Mudassar
Vice president
ManagementServices
Muhammad Naeem
Vice President
Marketing Services
Murtaza Haider
Vice President
Creative services
MediaJahanzaib
Production Manager
Tabish Butt
Account Supervisor
Research
Muhammad Akram
Purchasing
&Accounting

3. Job Description
CEO
 Project manager
The main motive of the chief Executive Officer to manage and control the all hierarchy
system of the agency.
 Team management
The duty of CEO is to work as a team leader and to set goals for team for completion of
project.
Support
Support team in their task.
Vice President Account Services
 Budgeting
Budgeting is a key success for any project. The main motive of vice president of account
services to prepare budget for each project for efficient result.
 Financial statement
He has also duty to prepare the financial statement of company for measuring the financial
performance and financial position of the company.
Vice President Creative Services
 Production
Production word related with more client, the motive of vice president of creative services
to deal with client with new and creative idea for advertising purpose.
 Art and copy
The other role of creative services officer to design the advertising campaign with proper
theme.
Vice President Marketing Services
 Media planning
Media planning play a vital role for any advertising campaign. The main responsibility of
marketing officer select the write media channel according to the nature of product.
 Marketing Research
Marketing research is very important for any project. So the marketing services officer
conduct the market research which include competitive analyses, market analysis, and
market trend analysis.
 Creative brief
The main role of marketing officer deal with client, provide marketing services and fulfill
the needs of client with comprehensive creative brief of his advertising campaign.
Vice President Management Services
 Financing
Financing basically art of capital management so the vice president of management
services play a role for the management of capital for each advertising campaign.
 Purchasing
The purchasing department play a role for media buying.

4. Creative Brief
(Organic Foods Pvt. Ltd)(Organic Eggs)
(05/06/2015)
Background
Organic foods is a newly established company and has a product line of organic food items like
meet, butter, milk and vegetables. The company has its own farms and fields and suppliers in
different areas of Punjab. Now company is going to launch its new product as “Organic Eggs”
and it is going to introduce its brand of organic eggs as Eggsellent.
Brand Statement
Eggsellent is an organic eggs brand. Brand provides healthy organic eggs that provide Vitamin D,
E and Protein.
Communication Objective
The objective of this campaign are
 Reach the 80% the target market
 Increase the awareness
 promote the benefits of brand
Advertising Objective
This campaign will increase the brand awareness and demand of brand.
Consumer Massage
“Savour the flavor of egg.”
Key Consumer Benefit
Healthy and natural product, Vitamin D, Vitamin E and Protein.
Competition
Local store brands.
Advertising Tone
The advertising tone will be used as rational and informative.
Advertising Medium
Combination of effective promotional tools.
Tactical Objective
The tactical objective is to increase 40% sale in one year and to improve profits.
Company product and services facts and Benefits
The key products of the company are butter and milk and now the company has decided to launch
the organic eggs brand as Eggsellent. All the products are healthy and necessary for healthy life
and also fulfills the requirement of Vitamin D, E and protein in Human Body.
Company Structure
Our creative team will focus to communicate the company’s product awareness and benefits. The
motive of the creative team to create the product awareness and build brand knowledge.

5. Customers Profile
We will be segmenting and targeting the customers through different ways
 Geographic
We will segment and target Lahore region and we will distribute our product through
distributor in Lahore. After establishing significant market share in Lahore we will expand
our market in other major cities of Pakistan.
 Demographic
For demographic customers profile we will segment and target the families who are more
health conscious and buy organic food products. We will target women as they are food
maker in home and they buy or suggests in purchasing food items.
Awareness level
The focus of campaign will be directed at cognitive stage, which we create awareness and build
the brand knowledge.

6. IMC campaign For Organic Food Pvt. Ltd
Company Background
Organic valley has a product line of organic food items like meet, butter, milk and vegetables. The
company has its own farms and fields in different areas of Punjab and it also has a network of
suppliers who provide it organic food items. Now company is going to launch its new Brand of
organic eggs named as “Eggsellent”.
Brand introduction:
Eggsellent is a new brand launched under the flagship of organic valley. This brand is going to
offer organic eggs that are natural and healthy. Eggs will be sold in packages of 6 eggs, a dozen of
eggs and 2 dozen eggs packs.
Purpose of IMC campaign
Eggsellent it is newly launched brand so company needs to create awareness about the brand. After
awareness stage the need is that build knowledge about benefit of organic eggs. So this campaign
will target cognitive stage.
Communication Objective of IMC campaign
 The first objective to create awareness of brand so that the brand may be recognized by the
customer.
 The second phase of the campaign will to create knowledge about the brand so that
customer can to be move to the next stage of liking
 Educating society about their nutrition needs through natural and healthy food.
 To reach potential customers in major cities of Pakistan.
Segmentation, Targeting and Positioning of Eggsellent Brand
Segmentation for Eggsellent
Eggs is considered in FMCG product category and it is majorly distributed through retailer. To
major segments for the brands are Business to business consumers that will include major
wholesalers and mega Marts i.e. Metro, Hyper star etc. other segments will be consumer segments
this will segmented in following ways,
 Geographic segment ( Lahore City )
 Demographic segment ( families, especially women, )
 Life style segment (health conscious people)
 Behavioral segment (user benefits )
Targeting for Eggsellent
Organic eggs are rare in the urban areas so Eggsellent will target the Super market stores and
consumers. We will target the major stores in Lahore city of Pakistan. People residing in urban
areas are more educated and diet conscious they prefer organic food hence this segment has a large
potential. In consumer segment we will target individuals who make shopping for families, which
are mostly female members of families. We will also target people who are diet conscious and they

7. are also concerned about their food. The person who have sporty lifestyle and need proper diet for
their fitness will also include in target market.
Positioning for Eggsellent
Eggsellent is a perfect diet pack for healthy life seekers .these eggs are purely natural and healthy.
Big Idea/Tag line
“Savour the flavor of eggs”
Rational Reason to like or Buy
Organic eggs have a high amount of protein, vitamin D and vitamin E those are very necessary for
healthy and long life.
Tactical Objective
 The motive is to create awareness and developed brand awareness and knowledge.
 Increase share to 40% in one year
Tone/Appeal
There are two types of appeal use for this campaign
1. Rational appeal and
2. Informative appeal
Media Tools
There are some media tools will use for this campaign
 Print ads
 Bill board (only outside of the big stores)
 Direct marketing
 E-marketing
 Event
 Discount offer limited
Promotional mix strategy
Print Ads:
We will use the print media ads for creating the awareness and promotion of the newly launched
brand. Ads will include the clear vision of the company along with the information for the
customers which will inform and educate them about the product. These print ads will print in the
daily newspapers and the weekly magazines. These ads will help to create the awareness, liking
and preference. Reach of this media is high so it will help in getting more and more customers.
In-store displays:
We will place our flexes and banners inside the stores. These flexes will be placed in areas
specified for food items. We will also hang our leaflets in stores.
Bill Boards:
Bill boards will be used outside the large stores like METRO and HYPERSTAR were most of
household shopping is done. These billboards will help customers recognize or recall in store.
Purpose of these billboards is to create awareness about brand among shoppers in mega stores and
visits these stores on continuous basis so it will also help in maximizing the reach.
Personal selling
Our trained sales representatives will be our tool for direct marketing activities. Sales
representatives will aware customer in store and they will also tell customers about promotions

8. and benefits of product. These sales representatives will also serve as a follow up of our billboards
placed outside the stores. These activities will be for a specific time as these raises our promotional
budget.
Direct Marketing:
We will also do “Branded SMS Marketing”. We will outsource this activity to “Advertise in
Pakistan” and they will send messages to people with our brand name.
E-Marketing:
A website will be created for our online presence this website will include recipes of dishes that
requires eggs and all the information related to the brand. Social media is a strong tool now a days
as thousands of people are connected with it like Facebook so we will make pages and also
advertise on social medium. Blogs will also be made in which people will be able to get their
queries answered by the company representatives. They will communicate the benefits of organic
food and especially organic eggs.it .is a cost effective mean of promotion so will use it intensively
Events:
We will organize cooking events in which people will bring new ideas about dishes which can be
made using organic eggs. It will increase the people’s interest and involvement. This will have
multiple benefits like it will be a good source publicity and on the other hand people will remember
the brand on long term.
Bonus packs;
As our product is FMCG product and has lower value per unit. We will give bonus packs to consumer
segments as it would be a cost effective way to promote our product at introduction stage. We will order
special packing for introduction stage that will carry an extra egg in it. This will be an attractive offer for
customer as they will consider it as a value added pack.
.

9. Budgeting for Campaign
The total budget for this campaign is RS.40 lac. The budget will utilize on promotion and
advertising of product. The detail of this budget are as follow:
Promotional Tools Budget (RS)
Advertising 20,00,000
Sale Promotion 300,000
Event and Experiences 500,000
Publicity 500,000
Personal Selling 500,000
The detail information are as given that how the agency team spend this budget on different
promotional activities of this campaign.