Freeze-In

PRESENTED TO:

Sir. Amir Adam

GROUP MEMBERS:

Mehreen Raza

Bilal Hanif

Quratulain Riaz

Zohaib Ahmed

Asad Bandhani

Faraz Ahmed Siddiqui

PROMOTION

ABOVE THE LINE: The promotional activities carried out through mass

media like television, radio, newspaper etc.

BELOW THE LINE: The term 'below-the-line' promotion refers to non-

media communication, even non-media advertising. Incentive to purchase, expressed in cash having a short

term duration.

BTL- ACTIVITY

The BTL activity that we were assigned to do was FREEZE-IN.

VENUE : Makro SPONSORS : Ismail group of industries - candyland Makro cash and carry DURATION: Three days for 9 hours. PARTICIPANTS: 6 group members and 04 volunteers.

IDEAS FOR THE ACTIVITY

IDEA NO.1:All the group members were to Freeze while reaching for the

product in the shelf. As demonstrated by the figure below:

IDEA NO.2:Group member were to gather around two trolleys stacked only

with products of Candy Land.

IDEA NO.3:stacking the product like a tower on the floor and all members

were to come towards it and freeze making a huge circle.

IDEA NO.4:All the group members were to hold a box of candy land and

freeze-in.

IDEA NO.5:One group member would run with the product in hand and the

others would run after him. Once all of then are close enough they would freeze.

HURDLES FACED

The lack of response from many potential sponsors. Wastage of time of the members due to the delay of responses

from the sponsors. Managing time was the biggest problems which the group

members faced as they had to work on the project as well as provide proper attention towards studies.

Most of the customers were not allowing us to come in front of the camera so we had taken the manual interview from the customers.

FEEDBACK FROM SPONSOR- CANDYLAND

Q: How useful you found the activity?Answer: The activity was very much interactive and attractive and I

found it effective as well. I think it will work as a competitive advantage and will effect the brand equity of Candyland and Bisconni in a positively.

Q: Would you help us in conducting this activity for other brands of Ismail Group of Industries?

Aanswer: At this time I cannot, but if the other brands are given to me by the company to manage then I will definitely call you people to conduct this activity for these brands.

Q: What would you like to say about the customer feedback for the activity?

Answer: I and my brand team hope that this will work as a strong brand association for the customers and as the video shows that customers are attracted by the activity, so I will try to conduct this activity at another hyper mart again with your group. But the customer flow was not so much during the activity in the beginning, but we found it interesting in the last days.

FEEDBACK FROM SPONSORS- MAKRO

We’ve been extremely pleased with the results. Thanks so much again for running this Freeze In Activity, you guys

had a great turn out with our customers, I love it! Please keep us apprised of any upcoming events or promotional

specials you are working on. We would love to be involved. My sincere and heartfelt thanks for helping to create the brand

awareness of Candy Land.

Have A Nice Day;)