The Pitch for Al Maddah PRESENTATION.pptx

Business Pitch

1. Al maddah cream fudge A digital marketing proposal by idea podd

2. challenge Cheap me too brands are in the market. Similar design Similar shelf space Similar position in brand mapping Similar origin

3. TASK Establish AlMaddah as the key reason to believe for original fudge. Establish the great taste because of its natural and wholesome ingredients Differentiate the free gelatin, hydrogenated oil or gluten.

4. Who are we talking to Families since 1951.

5. Communication Objective Re-launch of Almaddah Cream Fudge New Packaging Original Taste Geneology : Made in Poland Original : Since 1951 By way of re-claiming its leadership, Almaddah is to take on the leadership stance and firmly establish itself as “the original”, continuing with the legacy and being part of our growing up years. A brand that has been part of the Saudi society since1951.

6. Modus Operandi Announcement of the new product packaging. Press Conference Highlight the lineage ( since 1951 ) The product quality – distinct taste and quality. Originality Polish Origin ( specialty about the place of manufacturing ) Mega Event Launch Highlight the USPs of the new packaging

7. Launch Mega Launch

8. Own the category Establish brand superiority to ensure that no one comes near it by sheer share of voice, shelf and mind space.

9. INVOLVE THE CONSUMER * Involve the consumer in Product packaging. * Highlight the original differences. Improved packaging material

10. Rekindle the association of tradition

11. Innovative launch Jeddah-Makkah Expressway 1.8 Million Trips

12. YOU TUBE This film will talk about The AlMaddah Cream Fudge Being part of the generations since 1951 across families. We all have stories to talk from our childhood and how AlMaddah Cream Fudge has been a part of it.

13. CANDID CAMERA : Al Maddah cream fudge across generations Stories across generations People will be shown the AlMaddah Cream Fudge And asked about their Memorable stories. Thes video will have interest Value. We will ask people to send and share their videos.

14. ORGANIC CONTEST A Facebook contest where 51 questions will be asked. ( why 51? To remind people of 1951. Winner from the lot will have a An opportunity to visit Poland and visit the factory of their favourite Fudge. This way we will establish 1951. Poland connection. The page will see organic growth. The page will be used to upload Candid camera videos which will highlight the way AlMaddah Cream Fudge has been part of life.

15. REACH campaign Strategy Create different artwork highlighting “New packaging of Luxury Fudge Cream”, “Brand since 1951, country of origin Poland”, and “Natural and free from gluten” etc. Run a paid campaign specially on GDN to reach target audience. Platform: GDN (Google Display Network) Youtube Facebook Instagram Channel: GDN CPI Campaign Fb & Instagram Post Awareness Campaign Influencer Marketing

16. Social Media Contest Strategy: Run a contest on social media platform and encourage people to engage with brand. Convey brand & “Ramadan/EID Special” message along with contest. Offer Giveaways to generate buzz for your campaign and creates a potentially viral campaign for your business. Grand prize winner to visit Poland (origin of brand) or brand factory in Poland and “Luxury Cream Fudge” gift hamper (newly designed package) to top 10 winner. Run Paid campaign: Run Paid campaign to reach target audience.

17. Selfie Contest plus hashtag Contest Strategy Ask people to buy “Newly packaged Luxury Fudge Cream” from any supermarket and take a selfie with product and post on social media with hashtag #AlMaddahoriginalfudgecreamsince1951 to win the prize. Randomly select the winner. Opportunity: Increasing brand engagement. Increase awareness for AlMaddah Original Luxury Cream Fudge. Communicating “New packaging Luxury Cream Fudge”.

18. Campaign Timeline Activities Apr (W3) Apr (W4) Apr (W5) May (W1) May (W2) May (W3) May (W4) May (W5) Jun (W1) Jun (W2) Jun (W3) Strategy Development Content Creation Kick Start GDN Awareness Campaign Fb & Insta Post promotion (Awareness) Facebook Page Like (Act) Social Media Contest (Engagement) Analytics & Reporting

19. Budget – depending on the intensity of the launch agency will suggest budget Sample digital budget for 6weeks GDN including youtube 75,000,000 facebook and Instagram 65,000,000 engagement 250,000 fb likes 47,000 Total SAR450,000 1. agency will charge a flat 10% agency fee plus vat. 2. Creative and production fees will be charged extra depending upon the volumes of work. 3. It will be third party invoice plus 10% agency fees plust vat,

20. Agency’s additional RECCOMMENDATIONS We recommend outdoor as in Unipoles across the major cities across the year. Strong branding inside the supermarkets Pyramid space buying within the supermarkets Free sampling in major malls Giganto product packs on Jedda-Makkah Expressway Art Contest in Schools Major participation in National Day