As a part of our Assignment, we made this Ad. A hypothetical company, that deals in Biodegradable Packaging Material. Credit goes to the team- Asra Ibrahim, Masoom Zehra, Dania Raza and Salaria Zaheer Comments Please!

1. We have a dream…Its green!
Marketing Strategy
for
Sadiqat-ul-lilbiya Packaging
Ltd.
Presenters-
• Masoom Zehra (14-MBA-02)
• Nasreen Ahmad (14-MBA-03)
• Salaria Zaheer (14-MBA-06)
• Asra Ibrahim (14-MBA-07)
• Dania Raza (14-MBA-12)

2. The Presentation Flow!
The Company!
The Job we Do!
The Target!
The Industry!
The Marketing Mix
The Creative Strategy!
The Campaign!
The TV Media!
The Print Media!
The Social Media!
The Credits!

3. The Company
• We are a UAE based organization.
• Headquarters in Abu Dhabi.
• With offices in over 5 middle eastern countries, we
are now entering the Indian and American market.
 The word ‘Sadiqat-ul-lilbiya’ means ‘Eco-
Friendly’.
 Because of its packaging material being made of
organic or recycled product, SLP focuses the brand
around the theme, “We have a dream- its Green”

4. The Job we Do!
• We are a B2B business.
• We deal in packaging films and packaging
materials.
And yes environmental friendly!
• Our happy customers include Coca cola,
Nestle, Kellogg's etc.
• Our USP- Environment Friendly!
• MSP- Packs almost anything

5. According to the Packaging Industry Association of
India (PIAI), packaging in India is one of the fastest
growing sectors, partly because it spans almost every
industry segment.
Right from packaging of food and beverages, fruits and
vegetables, drugs and medicines, to highly dangerous
products, packaging has led to greater specialization
and sophistication over a period of years.
The Industry!

6. • At present, the Indian Packaging Industry is
ranked 11th in the world, and industry experts
are of the opinion that packaging in India is
expected to grow to $16.5 billion by 2015.
• lack of available sources of credit, high cost of
packaging materials, lack of skilled labour,
irregular power supply, and an underdeveloped
sense of how to market, brand, and distribute.

7. The Marketing Mix!

8.  Packaging Market - Product Segment Analysis
 Rigid Packaging
 Flexible Packaging
 Packaging Market - Application Analysis
 Food & Beverages
 Industrial
 Household Products
 Personal Care
 Medical
 Others (Including Various Components in
Automotives, etc.)
The Segmentation!

9. The Target!
• FMCG companies
• Food and Beverage companies
• Movers & Packers
• Printing & Publishing industry

10. Positioned as an eco friendly packaging company
using organic material
This would tap the existing market space
unoccupied by companies due to environment
concerns associated with non biodegradable
packaging.
Aimed at companies who wish to fulfil their
corporate social responsibilities.
The Positioning!

11. • SLP’s messages will remind customers of the
need to make a move to save the home we live
in.
• To convey that SLP is an effective way to pack
almost anything
The Creative Strategy!

12. To create brand preference within industries, as a new
healthy source for packaging
To communicate SLP’s lack of exclusivity and instead
availability to all consumers
To attract the target market i.e. industries to help
them by healthy packing.
The Advertising Objectives!

13. To emphasize on the organic nature of
the material used for packaging.
To gain the market advantage
To create a buzz about the revolution in
packaging industry.

14.  Medium of Advertising
•TV
•Social media
•Newspaper & magazines
The Campaign!

15. • The total budget for advertising and sales promotion
is 17576 INR per day
36%
64%
0% 0%
Expenses
Print Media
TV comm.
The Budget!

16. The TV Media
The Ad-

17. • News channels like CNBC, NDTV Profit & Zee
Business
• Timings- 8-11 PM
• Twice an hour featuring!
Placement of Ad-
 Budget of Ad-
• CNBC- ₹ 3,717/-
• NDTV Profit- ₹ 2,229/-
• Zee Business- ₹ 5,265/-
• This sums up to be ₹ 11,211/- per day

18.  Features of the Ad-
• Extrinsic cue.
• Emotional appeal.
• Moral appeal.
• Motivational music to inspire.
• Inspirational figures featured who
have contributed to environmental
causes.
• Building trust.

19. The Print Media
The Ad-

22. • Magazines- Forbes, India Today, Business
India.
• Newspaper- Financial Express, Economic
Times, Business line.
Placement of Ad-

23.  Budget of Ad-
• Business India: ₹ 4,70,00 for full page ad.
• Business Line- ₹ 2245/- for front
page
• Economic Times: ₹ 2030/- for
front page
• Financial Express: ₹ 2090/- for
front page
• This sums up to be ₹ 6365/- for
one day.

24.  Features of the Ad-
• Extrinsic cue.
• Emotional appeal.
• Moral appeal.
• Use of most commonly known Chipkoo
Movement for Emotional Appeal among
Indians.
• Building trust.
• Use of “Green” color to promote the USP.

25. • Job portals
• News websites
• LinkedIn
The Social Media
Placement of Ad-
 Budget of Ad-
• Available on Request!
 Type of Ad-
• Both audio-visual and still Ads
available!

26. Credits
Concept & Materialization Nasreen Ahmad &
Asra Ibrahim
Budget Research & Analysis Dania Raza
Video Editing Assistance Masoom Zehra
Creative Research Salaria Zaheer
Print Adds Asra Ibrahim