Resource person:

Miss Javeria Fatima

Group Leader:
Awais Ali

(FA12-MBT-018)

Group members:
Muhammad Saleem

(FA12-MBT-119)

Majid Mughal

(FA12-MBT-056)

Muneeb Ur Rehman

(FA12-MBT-068)

Azmat Hussain

(FA12-MBT-020)

Majid Rasheed

(SP12-MBT-030)

Ahsan Ali

(FA12-MBT-004)

Page 1

Company Name:

Company website:
http://www.vgloop.com/Xeniumadvertisingag
ency

Facebook Page
https://www.facebook.com/Xeniumadvertisin
gagency

Logo

Page 2

Xenium means Gift

About
Xenium Advertising Agency is a full service advertising agency that will provide marketing
solutions to various clients that not only increase market share but also generate revenue. From
brand awareness to targeted campaigns and marketing solutions along with media buying and
product promotion, Xenium is the source of premium marketing strategies in the market.
Xenium is one of the fastest growing companies in Pakistan. We take more pride in clients
satisfaction.
Vision
Our vision of mutual growth benefits both; the agency and the client.
We aim to make sure every penny of your marketing budget is well spent by us. No one likes to
throw money at wasted strategies that doesnt help their brands. With high quality lead in the
market, you are able to reach sales goal. We create eyes and ears of viewers into real buyers of
your brand. This make Xenium carry a unique philosophy in providing media services. By
offering skills and thinking for the businesses to shape vision into reality.
In order to engage targeted audience with brands, we execute creative solutions that not only
inspire audience but also give our clients' brands and initiatives a sustainable competitive edge.
By our work, we can be held responsible for providing leverage success to create unstoppable
momentum.
Team
Xenium advertising agency team consists of talented professionals with experience in the fields
of business and project management, programming, and all business processes. Our team is a
bunch of young and seasoned marketing enthusiasts. We take pride in our skilled team members
who provide clients with multifaceted solutions to their marketing needs. In the market
competition, our team believes in The Best; creative, rates, execution or simply the ROI. We
strive for perfection and achieve higher goals.

Page 3

Agency Hierarchy
President
Awais Ali

VP Accounts
Services

VP Creative
Services

VP Marketing
Services

Azmat Hussain

Saleem

Majid Mughal
Media
Muneeb

Art/Copy

Production

Majid
Rasheed

Ahsan Ali

Page 4

Research
Awais Ali

President:
Awais Ali, a well renowned professional is a president of Xenium advertising agency. The Job
description of president are given below

Client Relationships
Long-Range Planning
Team Talent
Operations and Performance

VP Account services
Azmat Hussain is the Vice president Account services. This department is the link between the
many departments within the agency, and the clients who pay the bills.
At the end of the day, that's what ad agencies want. And it's what their clients want, too. At the
center of all the money coming into, and going out of, the agency is the finance and accounts
department. This department is responsible for handling payment of salaries, benefits, vendor
costs, travel, day-to-day business costs and everything else you'd expect from doing business.

Production Department
Ideas are just ideas until they're made real. This is the job of the production department. During
the creative process, the production department will be consulted to talk about the feasibility of
executing certain ideas. Without the production department, the ads created by the copywriter
and art director would be nothing more than words and pictures on paper. The production
department, in essence, ensures the TV commercial or print ad, etc., gets produced. They are
responsible for contracting external vendors (directors and production companies in the case of
TV commercials; photographers and design studios in the case of the print advertising or direct
mailers). Producers are involved in every aspect of a project, from the initial creative briefing
through execution and delivery. In some agencies, senior producers are known as "executive
producers" or "content architects".

Page 5

Creative Services

The creative services team consists of copywriters and designers, known as art directors, who
work together to develop concepts for advertisements. In larger agencies, a creative director
manages teams working on different accounts. Smaller agencies may only appoint a creative
director who works with freelance writers.
Mr Saleem is a Vice president of Creative services due to his stunning creativity which is deeper
then ocean.
Mr.Majid Rasheed is designated as Art/Copy director and Mr.Ahsan Ali is a Production director

VP Marketing Services
Majid Mughal is VP Marketing Services and his role is to supervise media as well as research
department.
Work collaboratively with cross-functional teams, both internal and external, to define
strategic medical and scientific objectives for brands
Partner with cross-functional group to identify business opportunities on existing brands
and help turn them into realities
Interviewing and relationship building with key opinion leaders
New business pitches
Ability to plan, organize, and maintain work streams and projects to ensure that team
members and workflow are optimized
Influence effectively while providing honest and real time feedback graciously, fostering
an open dialogue

Media

Mr. Muneeb Ur Rehman is leading the media department. The media department is responsible
for planning where and when advertisements will appear and buying space or time in
newspapers, magazines, radio, television, digital media and outdoor media, such as poster sites
Page 6

and billboards. In small agencies, one person may combine the planning and buying roles. Larger
agencies have a media department headed by a media director who supervises the work of a team
of planners and buyers. The media team may include specialists in print, broadcast or digital
media.
Research

Research is main part of advertising. What makes us buy some products and not others? Why do
we prefer some brands over others? Do print ads and TV commercials actually influence our
behavior? In an effort to answer these questions, advertisers look to research. At present (and in
the past), diverse research strategiespsychological, social, and culturalhelp advertisers
understand consumers and assess the effectiveness of advertising messages directed to them. The
particular kinds of research conducted in an advertising campaign are always tailored to serve the
needs of those who produce the ads as well as the interests of the clients whose products (or
services) are promoted.

Name of Client
Miss Javeria Fatima
Product
Diet Wheat Biscuit
Product Name
Wheat Gold
Team Leader
Awais Ali

(FA12-MBT-018)

Group members:
Muhammad Saleem

(FA12-MBT-119)
Page 7

Majid Mughal

(FA12-MBT-056)

Muneeb Ur Rehman

(FA12-MBT-068)

Azmat Hussain

(FA12-MBT-020)

Majid Rasheed

(SP12-MBT-030)

Ahsan Ali

(FA12-MBT-004)

Table of Contents:
Agency Philosophy...9
Executive Summary.
Industry Background
Company Snapshot..10
Description.
Competitor Review...
Buyer Analysis.
Marketing Goals..
Creative Brief
Promotional Program Situation Analysis.
Campaign Flowchart
Measurement and Evaluation
Page 8

Budget Summary
Conclusion..
Appendices.
References.

Agency Philosophy
Xenium Advertising Agency is a full service advertising agency that will provide marketing
solutions to various clients that not only increase market share but also generate revenue. From
brand awareness to targeted campaigns and marketing solutions along with media buying and
product promotion, Xenium is the source of premium marketing strategies in the market.
Xenium is one of the fastest growing companies in Pakistan. We take more pride in clients
satisfaction.

Executive Summary
It is a formal document that evaluates the background of the brand and presents a set of
guidelines and action programs for the advertising and promotional campaign. We are going to
introduced a new wheat gold biscuit and we position it on the slogan which is A biscuit which
keeps you energetic and passionate we mainly targeted the young and old working men and
women who are Health conscious between the ages of 25-60 years is a primary target audience
where the audience should be belonging to class A which always want to experience new things.
We differentiate our product with other competitors on the basis of price, quality, benefits, and
taste. We have used different media tools for giving awareness to the public like tv ads, print
media, radio, billboards etc.

Industry Background
TRENDS
Page 9

2014 saw manufacturers invest heavily in launching new products and marketing campaigns for
existing products. The biggest story was the launch of Oreo by Continental Biscuits Ltd. The
launch was accompanied by an extensive marketing campaign which proved successful.
Continental Biscuits Ltd also remained active in marketing its cookie brands Bakeri and Candi
with extensive marketing campaigns. English Biscuit Manufacturers (Pvt) Ltd continued its
marketing campaign for its flagship cookie brand Peak Freans Sooper.

COMPETITIVE LANDSCAPE
English Biscuit Manufacturers continued to lead biscuits with a retail value share of 37% in 2014,
followed by Continental Biscuits Ltd with a 31% share. These companies continued to dominate
with their strong product portfolio, strong marketing investment and extensive distribution
system. Moreover, they have an already established presence and consumers trust them to deliver
the best biscuit products to them.

PROSPECTS
Over the forecast period, biscuits are likely to become an everyday snack for Pakistani
consumers. The new launches and strong promotional activities by the manufacturers will support
the growth of biscuits. A biscuit is therefore expected to have a value CAGR of 5% at constant
2014 prices during the forecast period.
Delivery: Files are delivered directly into your account within a few minutes of purchase.
Overview Discover the latest market trends and uncover sources of future market growth
for the Biscuits industry in Pakistan with research from Euro monitor's team of in-country
analysts.
Find hidden opportunities in the most current research data available, understand
competitive threats with our detailed market analysis, and plan your corporate strategy
with our expert qualitative analysis and growth projections.
If you're in the Biscuits industry in Pakistan, our research will save you time and money
while empowering you to make informed, profitable decisions.

The Biscuits in Pakistan market research report includes:

Analysis of key supply-side and demand trends

Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Biscuits in Pakistan?
What are the major brands in Pakistan?
How will increasingly volatile wheat commodity prices impact retail prices and sales
performance?
What are the market opportunities for high fiber products?
Page 10

 How are biscuits manufacturers balancing consumer demand for both healthy and
indulgent products?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply
functions

Biscuits in Pakistan
2014 saw manufacturers invest heavily in launching new products and marketing campaigns for
existing products. The biggest story was the launch of Oreo by Continental Biscuits Ltd. The
launch was accompanied by an extensive marketing campaign.

Product View
WHEAT GOLD is a unique wheat biscuit product offered by ABCD Bakers. WHEAT GOLD is
ideal snack for those who are seeking a healthy life style. Sugar free variants make it the ideal
snack for diabetic and for a health conscious people.

Company Snapshot:

Segmentation:
Demographic

Age 25-60 years

Gender Male and Female
Income More than RS.35000/ Month

Psychographic
WHEAT GOLD has adopted itself according to convenience and Life style of
consumer

Niche Segmentation
Page 11

WHEAT GOLD is specially designed for the people who actually want some
energy and passion in biscuits.

Targeting:
Primary
Health conscious men and women between the ages of 25-60 years

Secondary
Retired persons who are available in clubs and parks

Positioning:
A biscuit which keep you passionate and energetic

Description:

Market Share, Sales, Growth

English Biscuit Manufacturers continued to lead biscuits with a retail value share of 37% in 2014,
followed by Continental Biscuits Ltd with a 31% share. These companies continued to dominate
with their strong product portfolio, strong marketing investment and extensive distribution
system. A biscuit is therefore expected to have a value CAGR of 5% at constant 2014 prices
during the forecast period.

SWOT

Page 12

 Strength
Health Biscuit, Give passion and energy

Weaknesses
Lack of Capital, Lack of expertise, Minor market share

Opportunity
Untapped Biscuit Market

Threats
New Entrants and Substitute

Key Benefits

Source of energy and passion

Brings happiness in life
Consumer can enjoy good health with the use of our product

Perceptual Map

Page 13

 Category Development Index (CDI)

If the CDI is more then 100 then we advertise the
product in our catogeries
Brand Development Index (BDI)
If the CDI is more then 100 then we advertise
the product in our catogeries

Page 14

Competitor Review:
WHEAT GOLD has different competitors like LU, Peak freans, Britannia Sugar free Biscuit,
Digestive and Tiffany but this product is a premium class product. Which will keep you
energetic and passionate whole day.

Buyer Analysis:

Marketing Goals:

Creative Brief
(Diet Wheat Biscuit-WHEAT GOLD)
Page 15

Communication Objective
The main objective to increase the awareness of a product and promote its feature and retain our
product and its qualities in the mind of the public

Target Audience
Health conscious men and women between the ages of 25-60 years is a primary target
audience where the audience should be belonging to class A which always want to experience
new things. Retired persons who are available in clubs and parks is a secondary target audience.

Advertising Objective
Advertisement objective is to increase Brand awareness and the demand of a brand

Consumer Message
A biscuit which is specially made to keep you energetic and passionate whole day

Competition
WHEAT GOLD has different competitors like LU, Peak freans, Britannia Sugar free
Biscuit, Digestive and Tiffany

Advertising Tone
Trust Worthy and Innovative

Advertising Medium
In-Store & Outdoor advertisement, Broadcast Advertising and Social Media

Mandatory Elements
Logo, Product Image, Drawing Text, Price, Benefits and a company website
Page 16

Promotional Program Situation Analysis:

IMC Objective and Strategies

Awareness objective
We use it because majority of our target audience is unaware about the product
and the use of this objective is to generate awareness of our brand.

Creative Recommendations
Advertising objective
The main objective of our advertising campaign is to give awareness and
knowledge to our target audience.

Message strategy
We used Cognitive strategy because the basic purpose of using this strategy is
to tell benefits, attributes and give awareness about the product.

Message Appeal
We used rationale appeal in our advertising campaign because it gave exposure
to consumer for making a wise decision about the product.

Media Recommendations
Product assessment
What gold is coconut flavored crunchy biscuit made of wheat which is light in
nature without sugar. The target markets are urban male and female who are
usually busy people. They are also health conscious and have diabetes problem.
They have lesser time for cooking/making snacks for afternoon/evening or on the
go. For those consumers wheat gold is perfect as it is light, easy to digest,
healthy and tasty biscuit. Wheat gold is relatively high priced and is a bit higher
involvement product so consumers are expected to buy the product more
consciously as per their health.
TVC:

Page 17

WHEAT GOLD primary target buyers are working class ladies and men also so
the TV advertisement should be made based on those target audience.
TVC should be broadcasted on the major TV channels like PTV, GEO news,
Dunya news, Express news, Hum TV, ARY Digital, Geo Kahani and other major
channels. Broadcasting time should be usually in the early morning and evening
during news presentation as most of the working class follows news more
frequently. Also during the daily reality TV shows at night programs like Inam
ghar, Jeet ka dum etc should be broadcasted.
Radio:
Radio advertising also might prove effective as many of the working women and
men listens to the radio during going to office or coming back from office. Due to
the traffic jam, a major portion of the day a working lady and men has to stay
stuck at the road.
So Radio ad during the morning pick hour and at the evening pick hour should be
broadcasted to grab the attention of the working class. Major Radio Channels like
Radio 103, 98, 106, 100 should be used for the advertising.
Print Media (Newspaper)
Newspaper Ad could be a major source for branding. It is obvious that the target
market of WHEAT GOLD biscuit is definitely going to read the newspaper at least
once a day.
So a newspaper advertisement will ensure maximum exposure to the target
market. The daily newspapers like Jung, Noway waqt, Express, Naya
Akhbar etc could be used for print advertisement. The best position for the
newspaper ad would be in the front page or the last page of the newspaper
which contains the major news of the day. For cost minimization, ad could be
posted on the business page or at the entertainment page because these are the
most read page after front and last page.

Print Media (magazines)

Magazines are also effective medium for advertisement.
Working women and men are exposed to entertainment magazines like Aurora
, Family, Sunday. An ad on those magazines will expose the brand to the
working ladies and men. Other business magazines like The economist,
Netmag or Brand Forum also will get high exposures. Other diversified
magazines like cutting edg, Mag the weekly, Textile journal etc also can be
used for advertising.
Online and Social Media
With the development of internet and website, online and social media has
become the most popular form of advertisement.
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Online portals like Rozee .pk, jobz.pk or news portals like, social express news
and Linked In etc are visited by million peoples each day. Buying/selling portals
like OLX, Bolee.pk or Amazon are also frequently checked by our target
segment. So these sites also should be utilized.
Social media like Facebook or Twitter enables us interact directly with the
consumers. This can help us get feedback from our consumers. So we have to
actively post information and promotional message in Facebook and Twitter fan
page.

Public Relation and CSR:

For our Public Relations efforts, we will sponsor a fundraiser for the Cancer care hospital and
research center Lahore for the research of cancer. Xenium Biscuit industry will donate Rs.1 for
every 55 gm package and Rs.5 for 125 gm package sold in the next one year after the re-launch
of WHEAT GOLD brand. Ads will be placed in all of the selected magazines and newspapers
mentioned earlier.
We chose this foundation since 99 percent of people diagnosed with breast cancer are women.
Since working women are our target audience although men also, we wanted to choose a
foundation they felt strongly about and could relate with. And this cause also serves the purpose
of CSR or Corporate Social Responsibility.

Billboard Advertising:
We will display advertisements on billboards along high traffic roads and highways, which will
increase our likelihood of reaching a large percentage of our audience. Reaching people while
they are in their vehicles will increase the possibility of immediate purchase.
For our product we have chosen places like DHA, Cantt, Canal road, Shadman, Behriya town,
Welinshiya town. Other major cities like Islamabad, Karachi, Rawalpindi, Gujranwala, Sialkot
should be covered with billboard ads. As we are targeting the working women and men, so our
billboard ads should be confined within the city limit and outside as well.

Sponsorship
As we already know our target market is working women and men so any association
with both men and women related issue will help us with maximum exposure. Small and
medium enterprise trade fair and exhibition related with men and women should be
sponsored by WHEAT GOLD.

Budget Breakdown
Print media 1 Million

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 Tv add, Tvc and radio 5 Million

Social networks 2 Million
Billboards & test marketing 2 Million

Sales Promotion Recommendations

Free sampling

Test marketing

Budget Summary
We have 10 million Rupees of total budget for wheat gold biscuit marketing campaign.
Print media share is 1 Million, Tv add, Tvc and radio 5 Million, Social networks 2 Million,
Billboards & test marketing budget is 2 Million Rupees

References

Page 20

Page 21