Bunny’s Bread

Advertising Plan
Subject:

Advertising & Sales Promotions

Submitted to:

Mr. Manqoosh

Submitted by:

Suleman John

Mohsin Hameed

Atif Hameed
Advertising Plan:
Date: 20th July 2010
Bunny’s Bread

I. Executive Summary:

A. Premises:

Details of the company planning about the advertisement are mentioned. It will reflect the
freshness and purity of the bunny’s bread.

B. Summary of Advertising objectives:

Core objective of advertising is to convey the message to consumer that Bunny’s bread is fresh
and health full.

C. Summary of Advertising strategy:

Advertising strategy will be out door and print out media.

D. Budget Summary:

Budget for this advertising campaign will be 200,000

II. Situation Analysis:

A. Company’s current marketing situation:

1. Business on industry information:

Industry of bread is being increased with the passage of time, and now it has good demand in
market and increasing day by day.

2. Description of company product:

a) Product Life Cycle:

Each product has life cycle based on below points, Bunny’s bread is now at growth stage.

1. Introduction
2. Growth
3. Matruity
4. Decline
 Stage Product Life Cycle

b) Goods Classification:

Bunny’s bread is consumer product, which being purchased on daily basis.

c) Competitive or Marketing Position:

Four P’s
Product Good
Price Good
Place Good
Promotion Good

3. General description of Market served:

Bunny’s bread serving the major cities of Pakistan (Lahore, Karachi and Islamabad) and now
expanding their business in small cities as well.

4. Sales History and Market Share:

5. Description of consumer Purchase process

Advertising effects on consumer purchase process

6. Method of distribution

Bunny’s Bread Company directly provides to retailers, shopkeepers and at bakeries.

 7. Pricing strategy employed

Company is taking 10% profit.

8. Implication of any market research

Bunny’s bread using market research about the customer taste and changing market demand.

9. Communication History

Bunny’s is already in touch with their customer via Media and ad campaign.

B. Target Market Description:

1. Market segment defined

Market segment has been defined it will serve elite and middle class consumers.

2. Primary market

Primary market would be middle and elite class

3. Secondary market

Secondary market would be lower class.

4. Market characteristics

Market will be served Geographic basis.

C. Marketing Objective

Marketing objective will be long term.

D. Marketing Mix

Marketing Mix
Product Good
Price Good
Distribution Good
Communication Good
 E. Role of adverting in communications mix

Adverting helps to attract with the customer.

III. Advertising Objective

A. Primary and selective demand

Advertising is primary demand

B. Objectives stated:
Objective stated in terms of purchase behavior.

C. Quantified expression of objective

Objective expression will measure in terms of inquiries and increased order size.

IV. Advertising (creative) Strategy: