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Brand Activation Brief

The document provides details for a Kitkat sampling drive campaign in Karachi, Pakistan. The objective is to generate trial of Kitkat among teens aged 14-21 from socio-economic classes A, B and C. Sampling would take place in places where teens go for fun or to reduce boredom. The goal is to sample Kitkat to at least 1 million consumers and generate word of mouth within the youth. Key competitors include Cocomo, Cadbury Perk and Prince Chocolate Sandwich.

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Mehv Azhar
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2K views2 pages

Brand Activation Brief

The document provides details for a Kitkat sampling drive campaign in Karachi, Pakistan. The objective is to generate trial of Kitkat among teens aged 14-21 from socio-economic classes A, B and C. Sampling would take place in places where teens go for fun or to reduce boredom. The goal is to sample Kitkat to at least 1 million consumers and generate word of mouth within the youth. Key competitors include Cocomo, Cadbury Perk and Prince Chocolate Sandwich.

Uploaded by

Mehv Azhar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
  • Brand Activation Brief
  • Marketing World Breakdown

Brand Activation Brief

Project Name Brand Campaign Objective Type of Project ON GROUND Description : : : : : Kitkat Sampling Drive Kitkat To generate trial of Kitkat in teens On Ground Media Production

Date: 15/1/2013

Non Traditional Media

We want to sample to our target audience (14-21 M/F SEC A,B,C) in a state of

need, chocolates are consumed to enlighten dull moments, to reduce boredom. Sampling should be done at the ultimate moments of boredom or at places where the TA goes to seek fun. Deliverables : Float PR Kiosk Concert Event Conference

Other: To be decided Scale Cities : : Nationwide Karachi Rawalpindi Hyderabad Criteria of Success Objective : : Urban Lahore Faisalabad Multan Rural Islamabad Gujranwala Peshawar

To trial to at least 1,000,000 customers TVC Editing Program Production

MEDIA PRODUCTION

Other: _________________________________________________________ Criteria of Success the youth. : Sampling to one million consumers, trial generation and word of mouth with in

BRAND WORLD Brand Brand SKUs/Price Brand Essence : : : Nestle Kitkat Kitkat 2 bars, Rs.25 * Take a break

COMMUNICATION WORLD Past Communication : Present Communication: CONSUMER WORLD Target Market Psychographic: SEC: A,B,C Demographic: 14-21 Geographic: KLI Highly Sociable, Present on digital media NONE NONE

Anything else which helps understands Consumer: Impulse Product Manager/Administration staff COMPETITOR WORLD Competitor A: Cocomo Competitor B: Cadbury Perk Competitor C: Prince Chocolate Sandwich Timelines Budget
(Est)

: :

Brief Date: ________ Project Start Date: ________ Project End Date: __________ ___________ _________________________________________________________________________

Constraints: (if any)

APPROVAL

MT/ABM/BM: ______________ SMM _____________________

PUM _______________ HoC________________

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