Max Marks: 40 Name: Instructions:Write your name and registration number on the space provided on the question paper. 2. Please read all questions carefully The marks for each question are given in parenthesis Please attempt questions in the same order Just mention the Q# in answer sheets 6. Exam Paper has 5 sections
CASE STUDY- HALEEB FOODS
Haleeb foods (HFL) is one of the most well-known local FMCG marketing companies. Established in the 1980s, Haleeb foods climbed the ladders of success in food business, at one point, capturing 50% of the dairy market during mid-2000s. Its success was based on strong pillars such as Haleeb milk, Cream and Tea Whiteners businesses. However, in the years that followed 2008, one of the largest food companies in Pakistan, started seeing a decline. The decline could be attributed to compromise made on the quality of its products and losing its customer and consumer focus. In 2015, there came a time that the company that enjoyed 52% market share, reached less than 1% market share. In a gist, there were problems at all levels like Product, Pricing and Distribution and what not !
The New Marketing director after coming on board in Jan’ 19, Fix all the problems and ready to launch once again !
In light of above, We have an uphill task with respect to Media Planning and Haleeb’s Management is expecting the Agency to shift gears and devise an Overall ‘Advertising Strategy’ since the above is nothing less than a Nighatmare !
2020 – Objectives
Measurable Business Objectives: : To increase consumption by 15% and bring back the Lapse users which were loyal until 2008.
Communication objective: To increase Top of mind from 5% to 15
Media Objective: To work on SOV in such a way that “ Haleeb” Should appear in Top three brands when asked “ What milk brand comes to your mind”. Hence, Unaided recall in top three. Olper’s and Nestle are in Top 2
PLEASE HELP HALEEB FIX ITS PROBLEMS MENTIONED IN THE BELOW SECTIONS, KEEPING IN MIND ‘THE BUSINESS GOALS’
SECTION – # 1 SOS/SOV (16 Marks) Below Grid showing SOS/SOV for the Brands falling under Branded MilkWhat do you think is the most obvious problem with Haleeb Foods from the above Grid? (2 Marks) What should be the Brand doing to fix it? (2 Marks) Apart from the obvious problem, How Bad is the SOV/SOS ratio or do you think they
Category spending is PKR 600 Mill and Category GRPs are 50,000. The above grid should help in benchmarking.
Before you attempt the below, please assume that Competition spending will remain unchanged in 2020.
have a bigger problem at hand than SOS/SOV Ratio? (2) Once you have identified the problem, please Make a revised Grid mentioning both SOS,
SOV (6) Connecting to point # 4, please make a revised/proposed grid in abosulte terms i.e. Brand
wise Spends/GRPs along with Category Spends/GRPs (4)
SECTION # 2 ADVERTISING STRATEGIES (Marks 10)
Now you have fixed the above and have whatever it takes!!! Which advertising strategy would apply in below scenarios? Answers would be treated incomplete without reasoning. Please restrict your answer in three to four lines for each case.
Q # 1 While Haleeb was fixing it’s issues in 2019, Olper’s & Nestle were going with all guns blazing at the same time. Now, in 2020, Haleeb Finally launching in 2020 with hardly any spending in 2020. What
advertising strategy would you suggest & why. Restrict your answer in maximum 4 lines. ( 5 Marks)CPRP for each channel’s slot (4 Marks)
(b) Case # 2:
At the same time, in a country like Pakistan unbranded milk (dairy shops) dominates the market with 90% Market share meaning they do not have the attitude to go for branded milk. if haleeb wants to advertise, what advertising strategy would you suggest throughout the year & why. Restrict your answer in maximum 4 lines
SECTION # 3 EFFECTIVE FREQUENCY (Marks 4)
In a country like Pakistan, Advertising Clutter is Mammoth where by 4.6 Million minutes were advertised in 2019 but when it comes to Direct Competitors, it’s Mainly Olper’s & Nestle which are advertising. You may refer to SOS/SOV Grid as well.
Q # Knowing the above, Please At what Effective Frequency Haleeb Should be operating at and why?
SECTION # 4 (Marks 5)
Below is the Day Part split % of Mainstream brands for spending on TV.
Q # 1 Where do you see the problem with HALEEB? Just identify (2 Marks)
Q#2 After identifying the problem, just assume you have fixed it. Where do you think would it make an impact for Haleeb’s efficiencies? Just mention the concept (Maximum two concepts). (3 Marks)
Refer to the table below & calculate:
SECTION # 5
2) Identify the most efficient channel. (1 marks) GOOD LUCK
LIVE MUSICAL EVENT FOR THE INDEPENDENCE DAY 2020 (PROPOSAL/PRESENTATION)
Prepare a dynamic and detailed proposal/presentation for a musical event to be held on the 14th August 2020. A)Include a strategic plan to keep attendees, crew and performers safe keeping in the the protocols and guideline laid down by local and International health officials.Add a budget template B) Identify the right venue ,4 acts ,2 anchors, target audience Develop a 3 D model of this event .
OBTAINED MARKS: 0
START AT: 2D, 7H-24M-2S AGO
ASSIGNMENT START AND END TIME:
15/05/2020 1:21 PM - 22/05/2020 1:21 PM