And to give new look

Task

Teamwork is our strength

Afia

Sadia

Ovais

Syed Amjad Hussain

Product SLIMS

Introduction
Slims was introduced in 1970 by Mr. Syed Ibn-e-Hassan Shah. They developed a product after the market insight that people here love spicy food hence they will like spicy snacks too such as chili chips. In 1970 there was no concept of snacks, hence with the introduction of Slims crisps became a popular snack.

Introduction ( continue)
The product was Mass Marketed and subsequently received a splendid response Everybody liked these unique spicy flavored crisps. Since beginning, the prime focus of Slims was to deliver a quality product, catering to the spicy taste buds of consumers. The product came in a transparent plastic pack with the label of Slims, however the packaging has changed 4-5 times in these 3 decades for various reasons. Currently, Slims come in a pearl-white, non-transparent packaging to protect it from air / sunlight and to ensure that the quality remains at its best.

PRODUCT
Slims : Fiery chilli chips made from afghan and Pakistani potatoes and contain no artificial preservatives. Slims are available in packets priced between five rupees and Rs35

Target market
Core Target market -Agegroup : 13- 19 Likes to eat spicy stuff Middles tier Enjoys eating snacks and having fun time with friends Secondary target market are people in the 20s and 30s who have grown old eating slims with an emotional attachment to it.

Brand Profile
No efforts are made in branding the product despite its excessive popularity and this has led to many me too products in the market. Real crisps came up with a crisps similar to slims in taste and by the name twitch. Bakeries are also making their own slims like crisps. Besides this, there are myriad of counterfeits available in the market place too. There is strong need to brand slims.

Where that ad will publish?

30 mins tvc : The TVC be aired on the top rated channels Mainly between soaps Morning shows Reality shows Newspapers: English and Urdu newspapers including Jang and express , dawn etc

Conti
Billboards Near schools and other popular spots of youth Near open roof restaurants Radio The jingle be played on radio as well Time 7-9 pm Youth shows

Facebook
Identify new usage competition where people will be asked to send in their slims recipes. Winner will get cuisine dinner at a good desi restaurant It is based on insight thatconsumers are using slims with daal, maggi and soups. In this way new product usage will be identified Competition of making online Slims Brand Ambassadors

Communication objectives
The objective of the campaign is to brand the real Slims as they are the pioneers in the fiery chips category and even today their taste is unsurpassed by the me too brands in the market. Branding slims will add to the brand equity and the market share shall increase. With branding we aim to increase its awareness which is the main objective while also increasing the brand recall amongst old loyal customers who have an emotional attachment with this product. The ad focuses on benefits of slims based on consumer insights. One benefit is that it is added to meals to get a more spicy taste. People like eating it with soups, noodles and other dishes like daal chawal . The campaign also focuses on whether you have it alone or with friends it enhances your taste buds with its unique irresistible taste

Communication vehicle strategy

Distribution of free samples, 10%
In store displays, 15% TV spots, 30%

Posters and flyers, 5%

Billboards, 20%

Magazines, 20%

Brand promise
The brand promise of slims is its unique taste which shall be shown in the ad to be irresistible and loved by the youth. Advertising appeals: Youth appeal , slice of life appeal and music appeal .

Story Board
The ad will portray youth from the middle tier particularly college students as they are the primary target market for the brand. The ad starts with focusing on a group of friends who are engrossed in studying but one girl is disinterested and she distracts everyone by taking out a pack of irresistible fiery slims the sight of which tempts the studying group to snatch it from her and enjoy for themselves. The next clip shows a boy and girl who are displeased by the meal at home but then this idea clicks the girl to add slims to the meal to enhance its taste after which the boy is also tempted to have the meal and tries to snatch it from her for the love of slims in the meal. Lastly in the TVC two girls are shown enjoying the taste of slims. The ad incorporates a really catchy Jingle throughout the ad with the tag line Mazay main zaroori hai Slims Slims Slims

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