Launch plan for PRAN Flavored Potato Crackers

1. CAMPAIGN PLAN FOR PRAN POTATO
CRACKERS
26.6.2014

2. 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

3. 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 and
festivities

4. SWOT ANALYSIS
Strengths
- 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

5. ENABLERS AND BARRIERS TO ACHIEVING
OBJECTIVES
 Four new flavors
 Distribution network
 Price point
 Earlier brand
experience
 Attack from competition
 Insufficient marketing
activities
Enablers Barriers

6. 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!

7. 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.

8. CAMPAIGN PLAN FOR ONE YEAR

9. Q1 Q2 Q3 Q4
ATL
Press insertions in
Kishore Alo
TVC
RDC
Press insertions in
Kishore Alo
TVC
RDC
Press insertions in
Kishore Alo
TVC
RDC
Press insertions in
Kishore Alo
TVC
RDC
BTL
Billboards
Shop signage
Branded carts of
phuchka and chotpoti
vendors
Billboards
Shop signage
Branded carts of
phuchka and chotpoti
vendors
Billboards
Shop signage
Branded carts of
phuchka and chotpoti
vendors
Billboards
Shop signage
Branded carts of
phuchka and chotpoti
vendors
Digital
Games involving the 4
flavors on Facebook
Games involving the 4
flavors on Facebook
Recipe 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
neighborhoods
Sponsorship 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

10. THANK YOU!