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Advertising Management
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Asad Bachanis Group
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ABs Seed Company
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Submitted to Honorable Sir
Raza Mustafa
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Introduction...................................................1
Situation Analysis............................................3
Objectives.........................................................8
Budget ............................................................9
Research..........................................................10
Target Market.................................................11
Brand Value Proposition................................14
Campaign Strategy.........................................15
Creative..........................................................16
Media Objectives.............................................21
Media Strategies.............................................22
Media Mix.......................................................23
Media Flowchart.............................................26
Brand Activation............................................27
Marketing Recommendations.........................30
Evaluation......................................................31

 Executive summary
In the fast paced lives of people today, they are always looking for a solution to earn more
and more than other as possible whether he is doctor, engineer, manager or a agriculturist.
The major portion of our economy is dependent on the agriculture sector but nevertheless
the government doesnt take any action to provide the agriculture a relief to earn which is
curtailing the agriculture lands into the residential and commercial areas and which has
resulted in the food shortages in our country. ABs seed company provides the variety of
certified seeds which enable an agriculturist to earn the edges of profit, not only the seeds
but valuable information which would enhance their knowledge in their respective field.A
BBA graduate student Asad Bachani starts the business of ABs with 98,200,000 to get the
business running and he focused on premium quality of seeds, making it possible in the
range of every wheat grower. The company is led by Asad Ali Bachani (Managing Director
ABs Seed Company) which would be in exist from 1st of January 2014. The head office
is situated in the 1500sq.feet in adjacent to Rashidabad , Hyderabad Mirpurkhas
Highway. We have to pay Rs.50, 000 as a rent for head office and Rs 40,000 for the
warehouse which is located on the way to Tando Soomro Road, Zulfiqar Bachani
Agriculture Farm , Near Mehran Sugar Mills, Tando ALLAHYAR. Customers can contact
by Facebook page, email or by calling in at 0223-890134-CALL (0333-2778580).Whereas
the marketing budget allocated for ABs is 1.2 Million per annum.The company has the
strength of 8 employees and 16 retail distributors in the first year but it will increase as the
organization progresses. The main threat that ABs would face is the element of trust that
would be given by the growers to our company. This takes time as credibility cant be build
overnight. The biggest competitor that ABs would face is the Sindh Seed Corporation
being the biggest and governmental corporation. However SSC does not provide mobility
of seeds to the growers at their hand. Since ABs is targeting the quality conscious and
highly yields earner, it promises the utmost quality of service with the competitive price as
compared to other competitors.

 Overview
After compiling situational and SWOT analyses, we have created numerous studies,
advertising and media objectives. We want to increase understanding of the ABs brand and
strongly associate it with the ideas of self-cultivation and competition among the growers.
Spending a financial plan of Rs1.2 million we design to reach our primary target audience of
farmers and landlords through several forms of advertising. We optimize to increase publicity
in key agro cities across SINDH by using media that will most successfully sway our target
audience. We will utilize radio, television and print advertisements along with many
promotional and guerilla tactics to increase brand awareness and strengthen the brands
message.

Introduction
Historical Context of Brand
ABs Seed Company which is the parent company of the Bachani Seed Corporation Tando
Allahyar which has been dealing in the market of seeds since 2001, but due to some unlike events
BSC got bankrupt but the existing members of BSC decided to open its operation again and hence
the foundation of ABs Seed Company took place under the chairmanship of Asad Ali Bachani.
Since its commencement its being dealing with not only the existing clients of BSC but the new
chairman of ABs seed company targeted the new market.

 Situation Analysis

o Economic Forces
During the times of low market rates due to the government inefficiency to determine the rates for
the food crops to buy from the landlords, growers hesitates to buy expensive seeds which disables
them to buy quality seeds but ABs Seed company provides seeds at the lowest rates being
compared to the quality.

o Competitive Forces
ABs seed is a discreetly valued seed brand that contests with many other brands. ABs seed races
with brands in the same price variety that offers a diversity of different kinds of seed. Opponents
such as TASCO, ENGRO, and TARZAN deal with the seeds at higher prices than ABs.

o Socio-cultural Forces
ABs as a brand promotes quality consciousness among the farmers and surge the competition
among them which make them unique than those who are doing the business of agriculture
traditionally.

o S.W.O.T Analysis
We are in a highly lucrative market in a rapidly growing economy. We foresee our
strengths as the ability to respond quickly to what the market dictates and to provide quality
brew in a growing market. In addition, through aggressive marketing and quality
management we intend to become a well-respected and known entity in our respective
industry. Our key personnel have a wide and thorough knowledge of the local wheat
growers who are quality conscious, and who do have the fame in the sector of agriculture of
cultivating high yield of wheat per acre which will go towards penetrating the market.
However we acknowledge our weakness of a medium-sized company without a lot of
experience, and the threat of new competition taking aim at our niche. Below are the
summarized strengths, weaknesses, opportunities and threats.

STRENGHT
An aggressive and focused marketing
campaign with clear goals and strategies.

WEAKNESS
Lack of a reputation in comparison to our
competitors.

A certified seed to the growers which is

short in market by our competition.
ABs has less private of competitors in
Sindh than the Punjab.
There is the lack of the certified seed

The introduction of new organizational

practices and personnel who have not
previously worked together presents a
challenge to the company.

growers of the varieties which ABs is going

to provide to the growers.
Poor availability of high quality early

A limited financial base compared to the

major players in the industry.

generation seed in public sector for

multiplication to basic and certified seed by
private sector.

Lack of experience in this field could lead

to many initial fatigues and problems.

 High Yielding Cotton Variety

Because of Hairy Leaves of the seeds,
sucking pest attack is less.
Medium Size Leaf & Medium Stature
Variety prevents White Fly Attack...
Intermodal distance is short which results
more fruiting
It has normal Irrigation & fustigation
requirements

OPPORTUNITIES

THREATS

Specific niche of the wheat growers would

appreciation for high-quality seed.

Intolerable price increases by local UN

certified seed dealers may occur.

The new generation of individuals and

Other start-up companies could identify the

families has a far greater appreciation of

need of certified seeds awareness among

attractive packaging.

the prospects...

Current

drive

by

government

and

specialized institutions such as the Sindh

Seed

Corporation

certification

and

and

Federal

research

New marketing strategies and tactics by

established products and companies.

seed

department

towards export of locally rehabilitee seed.

Existing competition.

 Objectives

o Marketing Goal
To surge the sales by 15000 units at the end of seasonal year.

o Comprehension Goal
To create consciousness of the promotion and endorse ABs Seed Company as a brand that lay
emphasis on own identity and individualism. By the end of the campaign, 65% (8000) of our
target market will have had sufficient experience to our brand and our promotion that they
understand the message.

o Time Frame
Our promotion will be broadcasted for 6 months, from 8th September to 8th March.

 Budget
For this promotion, Marketing Department was given 1,200,000 budgets, which was allotted to
various
media and productions costs. Our main media used to reach our target market of farmers and
grower is radio and print because kawish newspaper and FM 105 reaches the local audience
regional wide.

Budget

Kawish
Ibrat
FM Sachal
Wall Chalking

Target Market
All the growers , land lords , growers of wheat are the market for ABs seed company and the
pattern of certified seed is being increasing day by day as the people are more conscious about
the per acre yield of the wheat and other crops. Approximately at initial level, ABs would be
successful in gaining the 30% of market share as the quality of seed will speak to itself to the
quality conscious agriculturists.

 Campaign Strategy
ABs Seed Company will acquire the service of Mr. Kanjhi Patel as the campaign manager who will
be assigned to know the nature of the growers that what they prefer the most as what they want to
be look liked which will be the main idea for the campaign and then after ABs production house
will start abating an add which will transform the needs of farmers and growers in to wants.

Brand Value preposition

Our marketing strategy will be based mainly on making the right product available to the
right target customer as per the suitable feasibility of their soil for the right variety. We will
ensure that our products' prices take into consideration peoples' budgets and that these
people appreciate the product and know that it exists, including where to find it. The
marketing will convey the sense of quality in every picture, every promotion, and every
publication. There is already a sense of segment strategy in the way we define our target
market. We are choosing to compete in areas that lend themselves to local competition,
service and channel areas that match our strengths, and avoid our weaknesses. Our strategy
calls for the development of relationships with suppliers, distributors and retailers to
support our business. Regular visits will be undertaken to these areas so as to ensure that
we are meeting their expectations.

 Creative
In order to forecast the efficacy of the campaign, we will conduct focus groups and distribute
surveys to obtain feedback from our target audience and prospective consumers. These research
strategies will help us to determine our audiences parodies of the brand, how they believe ABs
compares to its competitors, and what ABs existing locus in the market is. We will be able to
determine our spectators acquaintance with the brand and better understand what their attitudes
are towards the ABs brand. These pre-tests will help us become more familiar with our audiences
purchasing behaviors and gain more insight into their significances when purchasing seed. After
presenting our campaign materials, we will ask the participants if their sentiments have changed
about the ABs brand. We will also request feedback and suggestions about ways that the
advertisements can be improved. These groups will also test the design and copy used in the
campaign and will help determine if the campaign is both unified and striking.

Media Objectives
The ABs target audience is comprised of land lords and farmers who are quality and price
conscious. Members of the target audience spend a large amount of money on local seeds which
fails to provide average to them than their expectations. We plan to reach our audience through
print advertisements, television spots, radio, and guerrilla marketing.

 Media Strategies

Continuity
Our movement will utilize a pushing strategy that will run for the length of one year with a solid
amount of publicity during and an increase during times when people are more likely to
spend their money on seeds. We decided that khareef season (Sept to March), is the biggest
times of the year when our target market are more likely to scatter seed.

Length/size
advertisements

of

all

Subclass Length/Size
Television 1minute slot
Print

Second Page, top most corners.

Guerilla #1 Stickers on walls

Guerilla #2 wall chalking
Billboard 10 x 20 foot at Highway HYD MIRPUKHAS

 Brand Activation

Wall Chalking
A way to gain attention for the brand is wall chalking . We will chalk it while the way from
Hyderabad to Mirpurkhas and Nawabshah of the ABs logo and seed.

Bill Board
A bill board b/w the link road will be pasted to endorse the brand identity onto the brains of the
people that ABs is emerging as the regional wise most used seed company with high average
turnover rate.

Radio
After every hour , a time jack will be on aired which will specify the strength of the ABs seed.

Television
1 minute add broadcast will promote the needs of the grower wife and children which are unable
to be met due to the low rate of return.

 Evaluation
The primary goals for our campaign are to surge deals and to generate understanding of our
campaign amongst our target market. We have set monthly benchmarks in each category in
order to evaluate our achievement. Since we advertise heavily during the SEASON, Spring
season, we distribute higher percentages during those months.

Sales -- Comprehension
September

15%

October

45%

November

20%

December

5%

January

5%

February

5%

March

5%