This document provides a marketing plan for Tops Tomato Ketchup for 2015-16. It includes background on the brand and challenges. The plan aims to arrest category de-growth and establish Tops as a quality brand. Key strategies include focusing on consumers aged 25-35, maintaining quality, and increasing distribution from 9.75% to 20%. The plan allocates a budget of Rs. 2.96 crore towards ATL and BTL promotions including TV/print ads, consumer offers, trade loads, and displays. Research will study product and packaging perceptions to ensure strategies match consumer needs.