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Introduction to Project
This report is a proposed marketing campaign Ior Nesquik an ambient dairy and beverage
brand oI Nestle` in Pakistan. The project has divided into three phases Iollowed by various sub
phases.
Phase -1 consists oI a situational analysis and the general marketing and advertising plan oI
Nesquik
Phase 2, discusses in detail our research process, objectives and insights
Phase 3 is comprised oI our devised marketing campaign oI the chosen brand along with sub
phases consisting oI its implementation and evaluation.
Every insight and inIormation provided in this report is based on the inIormation gathered
through the Iollowing sources:
onsumer Survey Irom 25 respondents representing youth
ne-on-one structured interview Irom 5 housewives oI SE A and 5 Irom SE B
nterview with Mr. Nabeel Javed, the Brand Manager oI Nesquik at Nestle` Pakistan
Introduction to Nestle` Pakistan
As the world's number one Food and Beverages ompany, Nestle is a complex organization,
operating in challenging and varied business environments all over the world. Nestle Pakistan is
a leading health, wellness and nutrition company, oIIering More than just Iood and beverages.
Nestle Pakistan`s vision is to make products that not only IulIill consumer needs but also provide
them with a saIe and healthy source oI nutrition.
Head Uffice in Labore
The head oIIice is situated on Upper Mall. t has about 450 employees.

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actories
The two Iactories oI Nestle situated in Sheikhupura and Kabeerwala manuIacture all oI their
products, whereas, the Iactories in Karachi and Lahore are only Ior Water puriIication.
armbouse
Nestle has a mega Iarm in Renala where the cows oI Australian breedis kept.
Introduction to Nesquik Pakistan
Nesquik was introduced in the Pakistani market in year 2009 in order to cater the needs oI kids,
which was then Iollowed by an introductory marketing campaign. Nestle Pakistan imported the
UK assembled Nesquik in various Ilavors (hocolate, Strawberry, Banana, Mango, Vanilla,
oIIee). AIterwards, Nestle restricted the number oI Ilavors to hocolate, Strawberry & Banana,
these Ilavors are still available in USA and UK assembled powder packs in the market.
Nesquik brand oIIers quick and easy ways to complement the natural nutrition oI milk and make
irresistibly delicious drinks in various desirable Ilavors that kids will ask Ior, every time. Hence,
keeping kids in mind, Nesquik was initially launched in the major cities oI Pakistan that are
Lahore, Karachi and slamabad as a quality brand targeting niche market oI parents (mothers)
whose age ranged Irom 30-45.
The USP (unique selling proposition) being used behind this brand was comprised oI Iollowing
Iactors
O Taste
O old Milk Solubility
O Nutrition
O Fun ommunication
O Variety I Flavors
Later on, no other campaign was introduced in the market hence, resulting in the constant
deterioration oI consumers mind share, Iuel was addedinto this Iire by weak distribution channel
oI Nesquik in targeted city as it is currently available in Iew big stores oI the cities.
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PHASE - 1
Lhe 1
sL
sLage we aalyzed where nesqulk as a brad sLads l Lhe markeL ad whaL ls lLs sLregLhs
ad weakesses
Situational Analysis
BeIore devising any marketing strategies, it is important to conduct some sort oI analysis
regarding the company`s past perIormances and its current position in the market.
C`s of Marketing
ompany
As mentioned earlier, Nesquik is a product oI Nestle` Pakistan which as a main stream company
has been serving Pakistani consumers since 1988. Today Nestle` is Iully integrated in Pakistani
liIe, and is being recognized as producers oI saIe, nutritious and tasty Iood, and leaders in
developing and upliIting the communities in which it operates. Apart Irom that, it also has a
strong image oI quality amongst the consumers and they really trust Nestle. t has also
successIully built an image oI purity and health in the FM market. So many consumers do not
hesitate in trying a new product oI Nestle and trust any added healthy Ieatures marketed in the
advertisements oI the product.
Competitois
Nestle` Pakistan as an FM company does Iace competition in the market; similar is true Ior
Nesquik, since its launch in 2009 till today many competitors has grown up in the market oI
processed Ilavored milk and additives.
O wsum Engro Foods brand, available in variety oI Ilavors hocolate, Strawberry,
Mango, ookies ream, and Bubble gum. t also contains all the vitamins and minerals
oI good, Wholesome milk that makes it the preIerred choice oI parents
O lala shakarganh pvt Ltd. oIIers nutritious milk in variety oI Ilavors such as
hocolate, Strawberry, Mango and Banana
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O Milo a brand oI nestle. t oIIers high energy in power and is being marketed as
'energy Iood drink. t targets children`s and sporty people in the market
O valtine an oldest chocolate drink available in market. t oIIers more vitamins than
Milo. t targets parents and children in the market
O Horlicks a Ilavored milk brand that oIIers nutrient supplement Ior kids. t is
available in variety oI Ilavors. Usually targets mothers and kids
O omplan an energy drink Iull oI nutrient supplement. t is available in diIIerent
Ilavors but just in powder Iorm. t targets kids, parents and sports people
ommodity
Nesquik was launched in 2009 in powder Iormin Pakistan. t consists oI Iollowing line
extensions
Powder in hocolate, Strawberry and Banana Ilavor available in 300gm &800 gm packs
ost
As Nesquik was launched to target SE A. The price it was put in the market was as Iollows:
300 gm Pack Rs/-250
800 gm Pack Rs/-670
bannel
Nestle` Pakistan rely upon internal and Iew external sources oI distribution in order to deliver its
goods to the retailers. However, the channel it usually used through which goods are delivered is
as Iollows:-
ManuIacturer Distributer Wholesaler Retailer onsumer
ommunication
ommunication channel being used Ior Nesquik was based upon TV, Billboards and print ads,
this three mediums were used in 2009 when Nesquik was launched in Pakistan. AIterwards, it
relies entirely upon billboards in the Iew and Iar away areas oI Lahore city. (ant)
ontext
Nesquik has been introduced beIore in Pakistani market as powdered additive Ior milk providing
nourishment to young children. There has been some competition in the market oI milk additives
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such as Milo, omplan and Horlicks since the introduction oI Nesquik. Nesquik is imported in
English and USA packaging Irom the said countries and is not made in Pakistan.
onsumer
Nesquik is a quality brand which has been targeting niche market oI parents (mothers) whose age
range Irom 30-45 in Lahore, Karachi and slamabad.
S.W.O.T Analysis
trengtbs
O Nestle` company has a strong image oI quality amongst the consumers
O Nestle` has a strong distribution channel and dominance in the retail market
O Nesquik has strong global presence
O Nesquik is a very innovative brand. The company has targeted the need oI having an
instant cold milk soluble Ilavor/additive that is rarely Iound in Pakistan
O Nesquik has rich chocolate taste
O IIers low calories and variety oI vitamins suIIused in Nesquik, it also helps in growth
and absorption oI vitamins in human`s body
O Variety oI Ilavors
eaknesses
O Weak distribution channel Iollowed by Nesquik
O Marketing strategy is not eIIective
Upportunities
O Market is growing as milk-additive becomes a common product rather than a luxury one
O ntroduction oI more Ilavors in the market to hold on to it
O ater needs oI other markets such as SE
O Target new segment oI market such as youth
O ther categories oI Nesquik can also be introduced in the market i.e. hocolates, syrups,
cereals etc at al.
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breats
O Rivalry and threat oI substitutes (ut throat competition by main competitors)
O Engro Ioods Ltd. (owsum) is available in variety oI Ilavors such as hocolate,
Strawberry, Mango, ookies ream, and Bubble gum. wsum Ilavored milk contains all
the vitamins and minerals oI good,Wholesome milk that makes it the preIerred choice oI
parents. t is also a competitively priced product
O Shakarganj pvt. Ltd (olala) oIIers nutritious milk olalain variety oI Ilavors such as
hocolate, Strawberry, Mango and Banana. t`s also a competitively priced product
O Threat oI new entrants in the market can never be denied

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PHASE - 2
This stage oI project consists oI the research process; we went through, in order to get relevant
insights and inIormation about the market.
Marketing Research
Objectives
Here we consider the consumers Irom which the survey was taken. A quantitative survey was
conducted Irom consumers to Iind out diIIerent aspects oI Nesquik Irom the consumers` point oI
view. Structured interviews were conducted Irom 10 mothers regarding diIIerent attributes oI
Nesquik out oI which 5 mothers belonged to SE A (Monthly ncome PKR-50,000 to
250,000) and 5 Irom SE B (Monthly ncome PKR-25,000 to 49000).
The basic objectives oI our research were:
O To Iind out the extent oI awareness about Nesquik in local target market
O To identiIy our target market more clearly
O To identiIy the positioning oI Nesquik in consumers` mind
O To identiIy sources oI inIormation Ior the target audience
O To identiIy the good attributers oI our brand
O To identiIy any dissatisIactory attributes related to our brand
O To determine whether Nesquik is, or can be, as popular in youngsters as in children
O To analyze the purchase behavior oI packaged milk generally and Nesquik speciIically
O To speciIy what channels oI advertising will be best suited to our brand
Structure
We deIine the structure oI our survey as Iollows:
Universe
Household:Women aging 25-45 Irom Lahore with household monthly incomes 25,000-
250,000/month
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outh: oungsters aging 18 25Irom Lahore city
Population
Household:Faisal Town, Model Town and antt, DeIense
outh:Faisal town Fast University
Sample size
Household: 10 mothers Ior household interviews
outh: 25 respondents Irom youth
Sampling technique:
Non probability random-convenience and snowballing sampling techniques
We chose a sample that served us diIIerent purposes and yet was appropriate Ior our use. We
also conducted surveys with youth to Iind out whether they like Nesquik and know about it. As
the secondary data shows that Nesquik is quite popular in youngsters and adults internationally
so we thought that a little insight oI youth`s mind regarding Nesquik might help us to position
our product and brand and product more eIIectively.We conducted the survey with a sample size
oI 25 youngsters whose age ranged Irom 18-25 yrs.
Structured one-on-one interviews were also conducted Irom 10 mothers regarding diIIerent
attributes oI Nesquik such as its awareness, usage, likability and utility. 5 house hold belonged to
the SE A category and the other 5 belonged to the SE b category. This was done in the light
oI the policy oI Nesquik to target mothers as much as the kids to ensure that mothers understand
the beneIits oI Nesquik. We interviewed them to Iind out their perception, awareness, likeability
and usage in their households.
Findings & Insights
onsumers Data
O 96 oI the people use milk additives at home.
O 80 people know or have heard about Nesquik.
O According to consumer perception, it does not provide nutritional beneIits. Most oI the
people do not know about the product line oI Nesquik.
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O People rate the taste oI Nesquik as good.
O Less than 50 oI the respondents would like to repurchase Nesquik.
O 30 oI the respondents could not recall any promotional campaign by Nesquik as
Nesquik did not advertise itselI as much; it shows that people are not aware oI the
product. So majority oI respondents have not tried it Ior once at least.
O The most eIIective campaign by Nesquik was Iree sampling on PoS (Point oI sale) as
mostly respondents came to know about Nesquik in this way.
O Most oI the correspondents have the issue with the availability oI the product; only 32
oI the respondents Iind Nesquik in the shops they mostly visit.
O Most oI the people are not able to diIIerentiate Nesquik with other products oI same
category because they have not tried it. The only thing they remember is the packaging
and the mascot.
O n being asked about the packaging oI Nesquik, around 41 people said that have never
used it so they do not know about it. ut oI the remaining participants, 40 said that they
Iind it healthy. Some participants Iound it interesting and colorIul and the rest said that
the brand mascot shows that this product is made Ior kids only.
O The brand mascot oI Nesquik had leIt an impression on the consumers mind because
when asked about Nesquik, they associate it with Bunny.
O People preIer Ilavored milk beverages over ready to drink Ilavored milk beverages.
O 80 correspondents said Nesquik should add the ready to drink product to their line
O People responded positively on being asked about adding more Ilavors in product line oI
Nesquik. 52 oI the correspondents wanted more Ilavors to be added in the range. When
given the choice oI Ilavors, 41 participants wanted Nesquik to be introduced in oIIee
Ilavor. ther preIerences were Vanilla and Mango over rape and Banana.
O Respondents on being asked to rank the milk products rated Milo on the top, Nesquik and
valtine being on 2nd and Horlicks and omplan being 3rd and 4threspectively.
O While buying Ilavored milk, consumer preIers taste and health over Price, quality, brand
and packaging.
O Price consumers are willing to pay, 72 said PKR 15-25 Ior a 200g Ready to drink pack
and the rest oI the correspondents may pay a higher price. Similarly, Ior a medium sized
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200g pack oI Nesquik in powdered Iorm, more than 50 correspondent quoted PKR 50-
60, 20 said PKR60-70 and remaining 19 can pay higher price.
verall survey shows that Milo has strong dominance over others brand available in the market.
Though Nesquik was launched to target mothers and kids but our youth has also tried it and
wants to have it in ready to drink Iorm in various Ilavors. This also shows that youth is a
potential market Ior Nesquik and can be targeted in Iuture by introducing new line oI products
Ior adults. However, currently young consumers are either unaware or do not know much about
Nesquik due to the 'No marketing or rather 'Minimum most marketing by the brand and this
situation is being worsen by the weak distribution oI the product in the target markets.

We also conducted survey Irom the mothers oI SE A and B.
arents Data { A]
O 100 participants Irom SE A said that they use milk additives at home and know or
have heard about Nesquik.
O They rated the product Nesquik as ood`.
O lass A preIerred valtine and Milo in the products oI same category People preIerred
quality over taste. And health and price comes later.
O orrespondents Irom SE A rated valtine and Milo as 1st and 2nd while Horlicks,
omplan and Nesquik being 3rd 4th and 5th.
O Nesquik positioned itselI as a premium brand so Sec A have heard about this brand but
they don`t know much about the Iorms in which it is available. 27 people said they
know about ready to drink Iorm and powdered Iorm, while 18 were aware oI its
availability in syrup Iorm. They also knew about cereal and Nesquik chocolate
O The competitive edge oI Nesquik is their positioning strategy, taste and solubility.
O Respondents said Nesquik is available in around 60 oI the shops that they visit.
O They wanted Mango and Banana Ilavor to be added in the range.
O orrespondents preIerred Milo in the Ilavored milk beverages.

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Similar to youths data we Iound that SE A mothers preIerred to use milk additives Ior their
children`s and they know about Nesquik despite the Iact it did not advertise itselI much but due
to introductory campaign and point oI sale marketing they came to know about this brand, still
they are unaware about the Iorms and line extensions Nesquik has in Pakistan, they also
mentioned positioning strategy and solubility are the Iactors that diIIerentiate Nesquik Irom other
brands but Milo and valtine rules this target market. SE A does not care much about price
Iactor rather gives importance to quality, taste and health Iactor more. Apart Irom marketing,
they also mentioned, out oI all the stores they visit Nesquik is available in only 60 oI them.
arents Data { B]
O n Sec B, brands which were used as milk additives at home are valtine, Horlicks and
omplan .
O HalI oI the people in SE B don`t even know about Nesquik. ut oI remaining 50,
75 oI the respondents have tried Nesquik and 67 oI them rate it as ood`.
onsumers who have tried Nesquik, generally like the taste, as we can see that the
majority has voted it to be good in taste
O People diIIerentiate it on the basis oI taste and level oI solubility.
O When we asked them about what price are they willing to pay Ior 200 g pack oI
powdered Ilavored milk, 25 were willing to pay Rs. 50-60, 50 can pay Rs. 70-80 and
the remaining 25 were willing to pay Rs. 90-100.
O We asked them what price they were willing to pay Ior a 200 ml pack oI ready to drink
milk all oI the respondents checked the option, Rs. 15-25, this trend is due to the Iact that
these respondents belong to SE B and are price conscious.
O 75 respondents would like to have Nesquik in ready to drink Iorm.
O 75 oI the respondents said that it would be good to have new Ilavors in Nesquik. The
most preIerred Ilavors suggested by respondents were (with respect to votes) Mango-67
and Vanilla-33.
O 50 oI the SE B respondents Iind Nesquik readily available in stores the visit
O 65 oI the respondents preIer powdered milk over ready to drink milk.
O They preIer those milk additives which are good in quality and health Iactor.
O All the respondents would like to have their milk additives in both hot and cold Iorm.
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O According to the respondent`s perception, valtine is the best brand, omplan and
Horlicks have the same rating 2nd and 3rd place, Nesquik has the 4th spot and Milo is at
the 5th place.
O The respondents are divided 50-50 on brand preIerence between omplan and valtine.
O We took a word association to Iind the respondents` perception. When asked about ready
to drink milk 50 said Milo, 25 said lpers. 50 people perceive Nesvita and 50
say health` when asked about nutritious milk. Flavored Powdered Milk generated the
brand oI valtine with 50 respondents.
eneral pattern oI data gathered Irom SE B shows, mothers preIer to have powdered milk
rather than Ilavored milk beverage Ior their children`s due to health concerns. They preIer
products that are rich in quality taste and health Iactors. Similar to other markets they are also
Iacing problems with marketing and distribution oI the concerned product. valtine ruled in this
market and Milo has top oI mind share.












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PHASE -3
From this stage onwards, we will discuss what we have done regarding marketing oI Nesquik,
what our campaign will be all about and how we will justiIy it.
Marketing Objectives
ur marketing objectives Ior this campaign oI Nesquik are basically to
O Reintroduce it in Pakistani market.
O ncrease the awareness about Nesquik in Pakistan through our campaign.
O reate a need Ior mothers to give their children a better, healthier and Iun-Iilled option in
exciting Ilavors instead oI just plain milk
O Make the consumer loyal to the product by enhancing emotional and rational aIIiliation
Marketing Mix - 4 P`s
roduct
ur product line includes UK or US assembled powder milk additive (300 gm, 800 gm) and a
ready to drink milk (200 ml) in chocolate, strawberry and banana Ilavors. This product is a
replacement Ior plain milk Ior those mothers who would like to give their children a little extra
on both health and Iun Iront.
ricing
Nesquik is normally priced. t is targeted towards the Higher and Higher Middle class
households so a bit high price will not be a problem. But we have decided to price it in
accordance with the price range oI our competitors and the market.
romotion
Through surveys we have Iound out that the less availability and comparatively less awareness oI
Nesquik, its uses and advantages hinders in its sales. We will make a campaign that will again
introduce this product in the market oI Lahore 1st and then we will move to Karachi, slamabad
hence we will increase awareness about it.

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lace
The advertising and product promotion will be done across Lahore Ior greater impact. We will
use diIIer advertisement tools and vehicles in areas speciIic to our target market and Nesquik
will be available in those areas as well. These areas include DeIense, ulberg, Model Town etc.
Creative Brief
n order to have a positive impact on our consumers, the creative brieI oI Nesquik consists oI
Iollowing components.
be Ub|ectives
Following are the objectives that devised in order to having them integrated with the overall
marketing objectives oI the campaign
O ncrease awareness in target market
O Provide optimum inIormation to consumers regarding product and its beneIits
O Build brand image in the milk additives market
essages bemeJositioning
oing by the insights we gathered through research, we Iigured out that one and the most
common way by which consumers diIIerentiated Nesquik Irom other similar products was the
way it is positioned globally as well as domestically. The basic theme revolves around
children`s, their childhood, and the Iun part oI it. Round the globe, this basic theme oI Nesquik
has been used with slight cultural modiIications. n 2009, the same theme was Iollowed in
Pakistan when Nesquik was launched with slogan BachpanZindabad`. Apart Irom this, the one-
on-one structured interview we conducted with mothers oI SE A and B, helped us pin-pointing
the brieI that mothers want best Ior their kids because they only grow up once, growing up is Iun
so they want them to enjoy all the happinessoI liIe with good and quality health and that`s what
Nesquik entertains, kids want Iun, mothers want health and quality, it`s the Nesquik that
provides both hence caters both markets. So having regard Ior the insights, we came across with
through research; we decided to pursue the Iollowing message theme:
'Fun-Iilled, Healthy Nesquik is Mums 1st choice Ior growing up kids
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Slogan:
'Let them grow up because they only grow up once..BachpanZindabad

Advertising Appeal:
We will be using emotional appeal along with rational appeal

Executional Framework:
We will amalgamate Slice oI liIe with dramatization, Fantasy and inIormative Iramework. All
these Irameworks will be used accordance to the stage and situation oI the campaign
arget Audience
Playing with numbers, population oI Pakistan according to July 2008 survey done by allup
Pakistan on integrated household is 1900 million. Population oI Lahore is 10 million. 58 oI
population age is greater than 10 years out oI this 58, 19 are in primary, 51 education level
ranges Irom primary to middle. By assuming the same percentages oI Lahore, we Iigured out that
our target market in numbers is 4.06 million children ranging up to teenagers oI 7 to 15 years.We
will try to attract this market oI ours with attractive color schemes and messages. ur secondary
approach to our target market is households oI SE A and B, whose age ranges Irom 30 - 45.
Again according to allup data, assumed no. oI households in Lahore is 1.4 million; as there are
7 members on average per Iamily,we will target this segment oI mothers (patriarch oI
households) with the health beneIits oI our product. We will use pester pressure to our
advantage.
upport
n the proposed campaign we have decided to support the basic global campaign oI Nesquik as
well as introductory campaign oI Nesquik in Pakistan which is 'BachpanZindabad Long live
childhood
Communication Objectives
ur main communication objective is to move along hierarchy oI eIIects model and create
awareness, knowledge, liking, preIerence, conviction, purchase, repurchase and loyalty among
consumers in diIIerent phases oI the campaign.
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O To create 75 awareness and knowledge among our target audience
These objectives would be accomplished through teaser campaign by using cognitive
strategy
O To create liking among 68 consumers
O To create preIerence & conviction among 60 oI the consumers
These objectives would be Iocused during launch & post launch phase by using aIIective
strategy in messages
O To stimulate purchase among 50 consumers
O To encourage repurchase among 35
These objectives are Iollowed during pre event phase by using conative strategy in which
hype about event would be created and lucrative opportunity would be provided to
consumers via diIIerent small campaigns. Hence this would increase level oI interaction
and engagement oI consumers with the product which will lead to the purchase &
repurchase.
O To make 30 consumers loyal to the brand. Event and post event time period would play
signiIicant role in achieving this objective
Marketing Campaign
oing by the research and awareness level oI people in the market we have decided to re launch
Nesquik in late 2012. ur target city would be Lahore, once we are done with Lahore then we
will move in other cities. ur Proposed marketing campaign starts Irom 14
th
August 2012 and
ends on 23
rd
December, 2012. Tentative budget required Ior the campaign is PKR 87000000. t
is based upon 3 phases
1 re Launch 1easer Campa|gn
n this phase, we will start teaser campaign by teasing two interlinked but unidentiIied
messages, to make the audience curious and to generate hype. Moreover, teasers will be
targeted towards audience through diIIerent mediums such as billboards, Print ads and
jumbo sized inIlatable`s which would be placed in the city just a day beIore launch.
Teaser campaign will last Ior 20 days.

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2 Launch ost Launch
During this Nesquik launch would take place in powder & ready to drink Iorm. Hence,
extensive marketing eIIorts would be engaged into, to make this launch a success in
achieving our marketing as well as communication objectives. To promote the brand, we
will deliver our message to the target market through the usage oI billboards, print ads,
road streamers and TV. Apart Irom that we also engage ourselves into interesting
activates Ior promotion like Flash mobs, BTL activities and street marketing so people
can more and more interact with the brand and product. AIter one two months we`ll
taper oII the intensity oI promotion particularly in mid ctober end oI November. This
phase would last Ior two and a halI month.
3 re Lvent
nce we are done with the launch and post launch phase then we will move towards the
wrap oI or campaign through an event but in this phase our Iocus would be towards
creating a hype about event, promote it to the Iullest and to make it one oI its kind event.
So people could relate to it and remember it. This phase would also help in pulling oII the
sales target. Pre event phase would last Ior 22 days. Hype would be created through
Billboards, radio ads, direct mails, print ads, streamers, mobile tri vision billboards, Ilash
mobs, BTL activities and nIlatable placements
4 Lvent
n 23rd December, 2012, Nesquik Fun Fiesta would take place, which would be one oI
its kind event Ior Iamilies oI Lahore city where they can not only cherish their best
moment but can also IulIill dreams oI their liIe with nestle Nesquik. t would be a one
day event.
ampaign cbedule
More Elaborated and step by step campaign is shown in the Iollowing schedule that will help in
understanding what activities would be perIormed, at what date, how would they be perIormed,
how much would they cost, what would be the single amount oI budget and most importantly
how whole campaign would integrate with our objectives.
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Media Planning
Approximate budget oI PKR- 7440000 would be spent upon Media such as billboards, TV,
Radio ad, Streamers and print ads to eIIiciently and eIIectively communicating the purpose oI
the campaign to the target markets. ur media planning is based upon Iollowing objectives.
AdvertisingJedia Ub|ectives
Media objectives oI our campaign is based upon Iollowing Iactors
O eacb
ur objective regarding reach oI outdoor media vehicle is to expose 21960 people oI
target market to the advertisement & marketing oI Nesquik. Moreover, estimated
circulation oI newspapers and mags per exposure oI our message would be 253340.
We assumed so by taking Iollowing supposition.
Reach oI Billboards, Streamers, and nIlatable`s would be calculated as Iollowed:
Suppose average number oI cars passing through DeIense, Link Road, Jail Road,
Kalmahowk, Mall Road, Main Boulevard, ampus road, Expo center & liberty/minute
in 24 hours |(30 25 40 40 35 40 30 25 40) / 9} * 60| * 24 48800
Per month cars 48800 x 30 1464000
People per car on average 3
People passing through DeIense, Link Road, Jail Road, Kalmahowk, Mall Road, Main
Boulevard, ampus road, Expo center & liberty per month 3 x 1464000 4392000
oI mothers oI SE A& B passing 25
Number oI mothers exposed to the commercial per day 12200/ day
Number oI mothers exposed to the commercial per month 366000/ month
oI kids ages 7 15yrs passing 20
Number oI kids exposed to the commercial per day 9760/ day
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Number oI kids exposed to the commercial per month 292800/ month
Targeted reach oI mothers & kids per day 12200 9760 21960
Targeted circulation oI print-ad would be calculated as Iollowed:
Newspapers
/Mags
Circulation
D-daily/W-weekly
Estimated of
circulation(LHR)
circulation per exposure
Dawn 19714 D 20 3942
The News 140000 D 20 28000
Jang 800000 D 20 160000
Nawa-e-waqt 50000 D 20 1000
Akhbarejahan 250000 W 20 50000
Sunday Mag
Daily times
17000 W 20 3400
Mag 35000 - W 20 7000
Total
253342

253342 numbers oI selected newspapers & magazines would be circulated per exposure
in Lahore city.
O s
ur targeted media objective regarding RP`s oI Media vehicle & tools oI TV and radio
is measured as Iollowed
RP`s oI Tv is as Iollows:
According to the *media data oI 2010 avg RP`s oI selected TV channals were as Iollow
during time slot 6.00 p.m 12.00 p.m :

a g e | 20


Channels GRPs
artoon network 0.42
eo Ent. 0.38
Hum TV 0.19

We assume the same RP`s in year 2012. Moreover, 7.30 pm to 9.30 pm was the time
when most oI the people turned on their TV channels during 2010.
Radio RP:
ut 190 million population oI Pakistan, listenership oI radio constituted 27, according
to allup data oI integrating HH July 2008.
Estimated oI people listening to FM 91 & 100 30
Desired Irequency Ior FM 91 126times Ior 14 days
Desired Irequency Ior FM 100 112 times Ior 14 days
Required RPs are thereIore 238 x 30 7140 Ior 14 days
O ontinuity
We will be Iollowing pulsating schedule Ior our advertisement. nitially we will go by
aggressive advertisement and promotional plan then we will taper it oII Irom mid
ctober till end oI November. n December we will again go Ior aggressive
advertisement due to the event oI Nesquik
edia lanning cbedule
To have in-depth look oI, how media would be used eIIiciently and to see the importance
oI media planning in our proposed campaign.


a g e | 21

Evaluation of Marketing Campaign
ur proposed marketing campaign would be evaluated by Iollowing means:
O utdoor advertising such as billboards, Print Ads, usage oI inIlatable`s, Road streamers
would be evaluated through awareness surveys & recall tests we can evaluate how much
success we have got in pulling oII our campaign
O TV and a Radio ad would be measured by the RP`s oI the ad RP would be matched
with the sales growth oI the Nesquik. Sales track would also be a good measure oI
campaign success. As marketing campaigns have direct impact upon sales oI the
concerned brand.
O Pre event marketing/ promotion tactics would be measured by the awareness oI event
among people via surveys or interviews, success rate oI the event as well as number oI
people present on the event. Activities that would Iall into this category are Direct mails,
utdoor Postering, Flash Mobs and BTL activities during this phase.
O Event success can be calculated, again by taking surveys and ne-on-one or in-group
interviews with consumer that can better elaborate the experience oI the event and how
much that event went successIul in achieving the overall objectives oI the campaign
O n the end, a good market research at the end oI our campaign can be a good way to see
and evaluate the diIIerence we`ve made through this campaign.

a g e | 22

Appendices
onsume Questionnaire
1 uo you use mllk flavors/addlLlves aL home?
O ?es
O no
f '?es' whlch brad do you use?
O CvalLle
O Mllo
O nesqulk
O Compla
O Porllcks
O CLhers (lease speclfy lf ay) ______________________________
2 WhaL facLors do you coslder whlle buylg packaged mllk?
O 1asLe
O CuallLy
O PealLhy
O rlce
O 8rad
O ackaglg
O AdverLlsemeLs
O CLhers (lease speclfy lf ay) ______________________________
3 uo you kow abouL nesqulk?
O ?es
O no
f '?es' how dld you come Lo kow abouL nesqulk?
O 1v/8adlo adverLlsemeL
O newspaper/Magazle
O LereL
a g e | 23

O oclal clrcle
O olL of purchase
Are you aware of Lhe uLrlLlous beeflLs of nesqulk?
O ?es
O no
uo you kow Lhe dlffereL forms nesqulk ls avallable l?
O ?es
O no
f yes please speclfy Lhose LhaL you kow
4 yrup
4 8eadyLourlk
4 owder
4 Cereal
4 ChocolaLe
WhaL ls Lhe flrsL lmpresslo you geL from nesqulk's packaglg?

4 Ca you recall ay nesqulck adverLlsemeL?
O ?es
O no
3 Pave you or someoe from your famlly ever Lrled nesqulk?
O ?es
O no
f '?es' how do you raLe Lhe LasLe of nesqulk?
O celleL
O ood
O Average
O 8elow Average
a g e | 24

O 8ad
Would you repurchase nesqulk?
O ?es off course would
O May be depeds upo Lhe cholces
O no would purchase some oLher brad

6 Whe dld you purchase nesqulk for Lhe flrsL Llme?
O 2 moLhs ago
O 6 weeks ago
O 4 weeks ago
O A few days ago

7 Pow would you dlffereLlaLe nesqulk from oLher brads?




8 WhaL prlce you are wllllg Lo pay for a medlum slze pack (200 g) of powdered flavored mllk
beverage?
O 3060
O 6070
O 7080
O 8090
O 90100
O Ay oLher (please meLlo) _______________________________
9 uo you waL more flavors l nesqulk?
O ?es
O no
f '?es' whlch oLher flavors you waL?
a g e | 2S

O 8aaa
O Mago
O vallla
O rape
O Coffee

10 8aLe Lhe followlg brads accordlg Lo your percepLlo(1PlghesL 3LowesL)
O CvalLle 1 2 3 4 3
O Mllo 1 2 3 4 3
O nesqulk 1 2 3 4 3
O Porllcks 1 2 3 4 3
O Compla 1 2 3 4 3

11 uo you fld nesqulk readlly avallable l mosL of Lhe shops LhaL you vlslL?
O ?es
O no
12 uo you prefer powdered flavored mllk beverages over readyLodrlk flavored mllk beverages?
O ?es
O no
f 'no' whlch brad would you prefer?
O Mllo
O Cwsum
O Colala
O akola
13 Would you prefer powder mllk LhaL ls soluble l boLh cold mllk as well as l hoL mllk?
O ?es
O no
14 Word AssoclaLlo
O nesLle ______________________________
O nesqulk ______________________________
a g e | 26

O 8rad mascoL ______________________________
O 8uy ______________________________
O ?ellow ______________________________
O 8eadyLodrlk Mllk roducLs ______________________________
O nuLrlLlous Mllk ______________________________
O lavored owder Mllk ______________________________
O Cwsum ______________________________
O Mllo ______________________________
O Colala ______________________________
O akola ______________________________
13 Would you llke Lo have nesqulk l readyLodrlk form as well?
O ?es
O no
Consumer rof||e
Age
Sex
Cccupat|on
Mar|ta| Status
Sa|ary]ocket money
Lnd users age
kes|dent|a| sector]area

a g e | 27

References

Mr. Nabeel Javed,

(Brand Manager oI Nesquik at Nestle Pakistan)

nesquik.com

AdsPlusonline.com

slideshare.net/noumanfazal/tv-viewership-jan-dec-2010

gallup.com