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Marketplace and Customer Needs Core:
Scene on creates a need for the millennial who are constantly badgered by
questions and having lack of cool comebacks.
Well, no need to worry anymore, the best ‘SOLUTION’ to all your nagging woes is
finally here, the ‘WINGMAN’ has you covered during all your badgering miseries!
The latest campaign, #ApnaSceneOnKaro has its own rap anthem that is already
breaking records.
Marketing Objective
Target Market
Scene on targets the youth, and the urban areas of Pakistan. The distribution is
focuses schools colleges universities and one stop stores and also in the rural
areas because of its pricing & a common trend among kids to have chips or corn
snacks.
Demographics
Psychographics
Friends mean the world to them. They are tech savvy, love selfies and are socially
active. For them Facebook is old school and Snapchat and new apps are the
lifeline.
Insight
“Wherever I go, whatever I do, I am monitored, restricted & nagged. I feel that I
don’t have any control over my own life.”
Consumer Research
National Foods Central Theme for Sampling as always has been the Trial
Generation where the sampling activities are executed across most regions. Scene
on was sampled across leading outlets.
Research Design
• Face-to-face Interviews
• Karachi (n=60)
• Users of Kurkuree
The Brand Strategy: that is used here is Brand Extension Strategy, as National
Foods is an old house name in Food industry but Scene On is its new product
category.
Even with the limited pocket money they get, teens buy atleast 1-2* packs a day!
Usage:
When :
Where :
4 Ps of Marketing
Place:
Packaging:
Promotion:
Out of 40,000 Retail shops in Karachi. Scene On Snacks is initially targeting 8,000
POS. Maintains a steady focus on these selling points to reach effective sales
targets
Product:
Brand Story:
There are two characters which are idealistically chosen to be from the target
audience teenagers of between 13 – 19 years. Closer to the Bulls-eye i.e. 18
1. AHAD
He is a handsome 17 year old, who is enjoying life, but is always finding ways to
escape from the horrors of irritants, tries to spend time out, or chill with his
friends, as much as he can.
2. SABA
She is a gorgeous 16 year old who wants to live her life according to her rules and
dislikes it when she has to follow what her parents ask her on traditional ways of
living.
Brand Positioning:
A salty snack whose flavor kick unleashes the slick in teens enabling them to
conquer any situation.
Price:
Believe:
Functional:
1) Bold Intense flavors that (flirt with taste buds and ignite a tasty sensation).
Emotional
Desired Experience:
1. Taste
2. Price