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Jawan Fares
Khaled Ahmed
Lynn Bizreh
Raghad ElAssi
Sara Qarout
Yasmine Makkieh
SWOT
Strengths Weakness
Well known brand Hard to bend for the freezer
Strong features (Capacity, Limited target audience
coolness, Organization, convenient) Drawers of the freezer limit
Unique Shape that stands out in freedom of organization
retail shops
Opportunities Threats
Dominate the bottom freezer Competitors price
market Out of the norm
Localize the brand High uncertainty avoidances
of target audience
Not enough brand awareness High-involvement product
PROBLE
SOLUTIO Use
N slice-of-
life
framewo
rk
Localize
the
brand
Using
informative
and humorous
way to
introduce the
BF
CONSUMER ANALYSIS
Primary Audience
working Middle- upper,
Upper class Arab expats (54%); aging
between 25-54 (40%).
Seek innovative products.
Secondary
Audience
non-Arab expats(29%)
and UAE nationals
(18%); aging between
25-45 (60%)
CONSUMER ANALYSIS
Psychographics
I am I am
sophisticated
Expressive
Behaviorgraphics
Experience Achieve
rs rs
COMPETITIVE ANALYSIS
VS
MARKETING
OBJECTIVES
7% 20%
Market Share of Sales of
Bottom Freezer Bottom Freezer
COMMUNICATION
OBJECTIVE
Localize
Increase Knowledge
Number one
INSIGHTS
Refuse to change an existing product they
ARAB
have
EXPATS
THE BIG IDEA
Fresh
Beginnings
PRIN
T
RADIO
30%
Engagement with BF
80%
Awareness about BF
DIGITAL WEBISODE 1
DIGITAL WEBISODE 2
DIGITAL WEBISODE 3
DIGITAL WEBISODE 4
INSTAGRAM
GOOGLE ADWORDS
GOOGLE ADWORDS
BANNERS
BRANDED CONTENT
SMART APPLICATION
SMART APPLICATION
PROMO & ACTIVATION Place:
Marina Mall
OFF POINT Sale Carrefour
AbuDhabi
Insight
Mall of the
Emirates
Mirdiff City
Center
Traffic Time:
Last two
towards weeks
Of May
hypermarkets
before
Ramadan
PROMO & ACTIVATION
Place:
Inflated Bottom Sufouh Beach,
JBR open Beach
Freezer
Insight
People go Time:
Last two
swimming
before
Ramadan
PROMO & ACTIVATION
Place:
Ramadan Tent Abu Dhabi and
Dubai
Insight
People tend to go Time:
Weekends of
to Ramadan Ramadan
Insight Time:
22nd May-
31st May
People like to be
more involved in
charity work
DIRECT RESPONSE
VOUCHERS
POINT OF SALE
POINT OF SALE
POINT OF SALE
POINT OF SALE
MEDIA PLAN
Thank You!