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Importance of below the line techinqes

for scoopy:
BTL techniqes are very important for any new product whenever its lunch in
the market so as we are introducing a sepcial product which will neeed heavy
addvertising specially below the line techniques to make aware all the maas
market .
Below the line addvertising is important then genral and virtual addvertising
as addvertising is one way commnication directed to a large audience using
simple message but as compare to below the line , below the line activities
takes the form of dilouge so it enable the market to listen and learn and also
in this way customer knowledge is created through better understanding and
commincation. Below the line addvertsing can be used to activiate consumer
to show good attitute towards the brand . resrearch show that 70 percent of
purcahse decssion is made on the spot , 15percent of those who are loyal
customer and avearge consumser chose one brand over other just in
4.3seconds so to influence the purchaser below the line techniques work
best.( http://www.marketing-interactive.com/news/898)
Below the line techniques have many benefits such as it will reduce cost and it will
target better the audience so below the line can help us to gather better feedback
about the product . market is changing day by day and competition is going tough
day by day in soft drink industries but we are here to introduce a product of sugar
cane which is first time lunched by safi co drinks in paksitan so we have a kind of
competitive advantage because it will be use a juice and also energy drink so here
we can promote our product by different BTL techniques
BTL techniques ensured recall of the brand while at the same time highlighting the features
of the product. BTL promotions are targeted at individuals according to their

needs or preferences. While Above-the-Line promotions can establish brand


identity, BTL can actually lead to a sale. Above-the-line promotions are also
somewhat impossible to measure well, while BTL promotions are highly
measurable, giving marketers valuable insights into their return-oninvestment.
http://brandactivationideas.blogspot.com/2010/04/tug-of-war-between-atl-btl.html

Below the line (BTL) advertising is a more direct way of communication with the target
audience. In todays challenging marketing environment, marketing teams are advised to find
ways of communication with the target market in more direct and cost effective ways. Therefore
not only small and medium size businesses, but large multinational firms are using different

below the line advertising methods to communicate with their target market. Below the line
advertising is helpful when there is a limited target market to be approached. An interesting point
in using below the line media is, that most of the below the line techniques bear only initial
charges and rest of the time a business can enjoy promotional benefits with no cost at all. Unlike
traditional media like TV, Radio and Print, where business is charged for a longer period of time.

BTL techniques in three different


situations :
As our product is in introduction stage Advertising at introductory stage is
much important for a product to be successful in the market. Companies
spend heavily on advertising when then introduce a new product to the
market. The main purpose of advertising at this stage is to create a 'know
how' about a product.so we will use following kinds of BTL techiniques in
different way

Billboards
Transit adds
Handbags
Policeman sunsheeds and bus stops
Flyover
Fountain chowak
Ambient adds
Shealth adds
Internet adds
Gifts with purchase

Billboards: every business in Pakistan is using various type of


advertising where excessively using of billboards which is not only
business favoriable tools but customer also higly prefare it in
paksitan in this regard ,the scoope billboards will design in such a
way that it will attract customer and we will use simple adds the
message will be clear and the customer will easily know the
message what we are trying to convey the message about new
product . we will desighn different billboards according to its
location ,design the billboards which are situated close to hospitals
will be changed in conveying of message for example the message
will be more focused on health such as drinking a scope a day will
keep urologists away on the other hand the billboard for crowded
area will be more focused on eye catching of customer with

conveying of attractive message for example wake up and taste the


best, taste the delicious pizza with pizzahutt , in the case we have
planed to use co branding strategy with pizzahutt as sting did with
KFC.moreover, we will organized properly billboards for our product
in various cites of Pakistan ,if we take example of Peshawar KTH is
famous hospital in Peshawar we will cover that area , the flyover
area of KTC and UNIVERSITY OF PESHAWAR and we will convey the
health care message to the audience all the flyover which is touched
with the main gate if KTCH will be covered with scoopy billboards on
the other hand the billboards for general public areas will desighned
in different way and carrying different message according to the
place it cover for example we will organized our billboards pm GORA
GABRISTAN,HAYATABAD PHASE 3 CKOWEK and other city areas of
Peshawar
Transit ads
As in paksitan the usage of buses and rackshaws for travelling at
top priority. This transport system will helpful in the popularity of
product so in this case the rackshaws and buses will be pained with
scoopy stander colour and pictures.with travelling of thses
transport will spreed the awarneness of product
Hand bags: we will desighned hand bags in such away that will
indicates that person is movin the hand shelf which is full of scoopy
picks
Police man sheeds and bustops: as in paksitan the hot climate is
moving on so in this case this the trafiic police man will be
protected from sun heating and also we will get reached to the
complaints of those passangers who suffers sun heating in busstop
in order to cope with their complaints we will desgihn sun shed
umbrella with the pictures of scoope. hence , using this kind of BTL
techniques give the imperrision of publicity among people as well
Fountain chowak:n as devellpement isssues is moving very
aggersivaly especially in Hayatabd and pahse 3 chowk so in this
case we will requested to govornoment to construct an attractive
kind of intersection in crowded area of Peshawar . the intersection
will desighned will be something new for the people of Peshawar .
it will desighned in such away that there will be a water founatain
in circlular shape by scoope bottle which gives impression that
drops of sugar cane is falling from led of bottle
Ambient adds: ambiaent adds are using a lot in aboraod so as this
cost low and also have impact on the product and easy to craet

brand awareness among people so we will desgined our adds in


hospitals lift with a scoope logo and pictures that will creat a brand
awarnedd among those people who are unaware of this product and
also it will good for those peple who are patient of kidney they will
aware of its benfits easily
Shealth adds : cricket is passion of paksitan and most of the people
love to see the match of cricket domestic as well international so we
will desighn the shirts, caps, with scope logo and pictures so while
using this stuff of scope the crowded audience will notice about the
brand and will creat brand image and it give impression to the
potential customer that scope is also well known brand .
Internet adds:it is internt which is all about and internet play an
important role in every part of life in using of social network is
rising day by day so in this case this is another opportunity for
scope to promote their product with thise techniques by using
FACEBOOK and TWITTER not only to promote the prodct and also get
a feedback of customer and also can cope with the companints of
product

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