You are on page 1of 3

Outdoor promotion

We are doing ATL activities to reach our customers and to make them aware about our new
Italian Veloce pizza . In ATL activities we are also focusing on outdoor promotions in some
areas to gain the attention of our target market. Specifically, we are using billboards in our
outdoor campaign and focusing more on visual elements, it will help our target market to identify
our brand in less time.
Our campaigns duration is 4 months and it starts from 1st may, 2017 till 31st August, 2017. Our
target market is upper- middle class and upper-upper class, aged 15-45, both male and female.
Keeping in view our target market, we are using billboards located at MM Alam, Liberty, DHA,
Allah Hoo chowk, Sherpao Bridge and G1 market.

Liberty chowk:
We have chosen liberty chowk because it is the center point between different residential areas
(Gulberg, Model town, Garden town) where our target market lives. The other main reason is
liberty market which is a large shopping hub and it will help our target market to observe our ad
on billboard.
We are using liberty chowk billboard in the first week of May, 2017. Our campaign starts from
1st May, 2017 and we want to make our target market familiar to our Veloce pizza.
In June 2017, we are putting our ad in 3rd and 4th week because it is the time of EID and people
celebrate the festival with their loved ones. So this is a good opportunity to increase our sales.
In July 2017, we are not doing any outdoor campaign because we already did an aggressive
advertisement at the end of the two weeks of June when Eid is celebrated.
We are putting our ad on liberty chowk billboard in the 2nd week of August, 2017. The reason is
14th August which is the independence day of Pakistan and we will give different deals to our
customers during that period.

Allah hoo chowk:


We have chosen Allah hoo chowk because it covers our target market living in Johar town,
Wapda town and it is also the crossing point for the students of different universities. Our target
market also includes youth, so using Allah chowk billboard will help us to get their attention.
We are putting our ad in 2nd week of May, 2017 because it is the starting period of our campaign
and we want to reach our target market.
In the last two weeks of June, we are using Allah chowk billboard because it is the time of EID
and people have more get together in that period.
We are not doing any outdoor campaign in July because universities are closed in that month.
The other reason is we already did an intense advertising in the last 2 weeks of June.
In the 2nd week of August, we are putting our ad because of the 14th August and people celebrate
Independence Day of Pakistan together. We will also give discounted deals on this occasion to
increase our brand equity.

G1 market:
G1 market connects with Johar Town and Canal, so it will help us to get the attention of our
target market. The other reason is that there are many other clothing brands, so it is a great place
to reach our female target market.
We are using G1 market billboard in 4th week of June because it is the time of EID. As I
mentioned before there are many clothing brands, so the increased visits of women help us to
increase our brand familiarity. We are also doing in last 3 weeks of August because of the
Independence Day and women do shopping for the fall season. It is a great time to place our ad
on billboard.

M M Alam:
We are using MM Alam hussain chowk billboard to advertise our Veloce pizza. The main reason
is that it is a great place to reach our customers because there are all high end brands and
expensive restaurants. As we are targeting upper-middle class and upper-upper class, so we can
easily reach to our customers and get immediate response.
We are placing our ad on MM Alam billboard on the first week of May, 2017 because it is the
duration when our campaign starts. In the last 2 weeks of July because of EID and we will also
give eid deals to our customers. And in the 2nd week of August because of Independence Day as
I mentioned before.
Sherpao Bridge:
We are placing our ad on Sherpao Bridge because it connects residential areas (Gulberg and
Cantt) where are target market lives and it will them to identify our Veloce pizza.
We are using Sherpao Bridge billboard in the first week of May because our campaign is
launching in that time. In the last two weeks of June because of Eid. In the 2nd week of July,
because it is the time summer vacations and everyone enjoys eating pizzas at late night. And in
the 2nd and 3rd week of August because of the Independence Day.

DHA:
We are placing our ad in DHA because our large number of target market (upper-middle class
and upper-upper class) lives in that area. So it will give a boost to our sales and build a strong
brand equity. Placing our advertisement there help us to build a desirable brand image.
We are using DHA billboard in the first week of May because our campaign is launching in that
time. In the last two weeks of June because of Eid. In the 2nd week of July, because it is the time
summer vacations and everyone enjoys eating pizzas at late night. And in the 2nd and 3rd week of
August because of the Independence Day.
BTL activities:
Now a days, marketers are focusing more on BTL activities because it is very cost effective.
Another benefit of BTL activities is that it is not very difficult to design and helps to increase
immediate sales. We are also using this non-traditional way to involve our customers to increase
our market share. Veloce Pizza has many strong competitors, so it is very important to do BTL
activities to survive in the market.

Transit promotion:
We will develop carts in the shape of Pizza. We will hire some people to drive those carts in
Gulberg and Canal. We will do this activity only in May to grab the attention of people. Veloce
pizza name, logo and tagline will be written in bold text on these carts.
Social media promotions:
It is the era of social media and at the same time it is very cost effective. We can target a mass
market without any financial constraint. We will develop our Veloce pizza page on Facebook.
Everything related to Veloce pizza will be posted on that page either it is about deals, events
ingredients or flavors. It will also help us to take immediate feedback from our customers to
make improvements. We will also make sponsored adverts on facebook and instagram.

You might also like