Final project Part A
10 marks
The final project is a combination of advertising and brand management activities. There are two
parts to the final project. Part A comprises the brand audit while part B comprises the
development and execution of Creative and Media strategy. The purpose of a brand audit is to
understand the current status of your chosen brand.
Hence, pick any brand of your choice, tangible or intangible like Samsung phone or HBL credit
card, and perform the brand audit. You need to present the brand audit by following the belowmentioned information:
Information about the brand
 Brand attributes
 Packaging and labelling analysis.
 Show some pictorial evidence as well.
 Brand USP (Unique selling point)
Competitor analysis
 Identify its competitors
 Competitors unique selling point
Product price
 Mention all the variants price
Placement – Distribution setup
 Where the brand is available, supermarkets etc.
 and where it is placed (pictorial evidence would add value)
Brand promotion
 What different promotional tools brand is using
 Analysis of current ad campaign
Brand Audit Marking Rubric
Marketing mix analysis
Outstanding Very good
=5
=4
Good
=3
Satisfactory =
1 or 2
1. Brand attributes are well defined, packaging and
labeling analysis was well presented along with the
pictorial evidence.
2. USP is clearly defined
3. The competition is well described along with their
USP.
(Marks 05)
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1. The students mentioned the product price of all the
variants.
2. Highlighted the key supermarkets, product placement
with pictorial evidence.
3. Identified the promotional tools brand is using,
analysis of current ad campaign was well presented.
(Marks 05)
Total marks
Evaluator comments
Final project Part B
15 marks
Product brief
“Baithak”, is a newly launched co-working space with facilities in major cities of Pakistan –
Karachi, Lahore, Islamabad and Peshawar. Workers from different companies and freelancers will
utilize this shared office space. Key benefits of coworking space highlighted are: cost saving,
Networking & collaboration opportunities and increasing productivity & flexibility offering all
kinds of services and amenities required for startups and individuals.
The target audience is professionals, startups, college/university students working on innovative
ideas to launch their own business, and small enterprises who cannot afford extensive office
expenditures. The age bracket is between 23 - 45. The target audience belongs to the middle
class.
Baithak comes with the following features:

Make a home for your business with baithak private office space in major cities, centric
locations, with business opportunities around you in the commercial powerhouse.

Serviced offices have everything taken care of – from the furniture to highspeed WiFi,
with flexible terms allowing you to rent office space from an hour to years, where you can
focus on driving your business forward.

Fully stocked kitchen, break out areas, office supplies, meeting areas, access to our global
network of Business lounges, conference rooms, printing, courier, security and cleaning
services.

Uninterrupted electric supply, airconditioned environment.
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
Professionally managed reception.

Flexible, fully equipped and customizable offices.

Dedicated telephone line and extensions.

Easy to extend space without relocating.

Ergonomic furniture, business grade technology and onsite support services.

Exclusive customer discounts and networking events
 The standard office rates starting from Pak rupees 30, 000.
You are a strategy manager at Mediacon and you are required to develop a creative and media
strategy, keeping in view the above stated information.
BIG IDEA/CREATIVE CONCEPT – The Aesthetic part
1. You need to develop a moving image [one TVC concept]
2. Print ad development (One English and One Urdu)
3. Brand activation activity (Where, when and how you are going to execute it? Complete
operational plan is required along with the practical execution
4. Out of home advertisement for example, hoardings, transit, roundabout branding etc.
5. Develop a tag line, both in English and Urdu
MEDIA STARETGY
IMC Platforms
1. What different IMC (Integrated marketing communication) platforms you will use to ensure
the maximum brand presence.
2. You need to keep all the tools in mind [Print, electronic, out of home, BTL activities, digital
presence, such as Facebook, Twitter, LinkedIn) and media sharing sites (Instagram, YouTube,
Snapchat etc.]
3. You need to give the reasoning for each selected medium.
4. Channel selection for both the TVC and Radio or any other electronic medium.
5. Print medium selection
6. Any other extra information is welcome.
MEDIA BUDGET
1. The total media budget is around Pak Rs. 100 million (10 Coror)
2. You need to showcase the budget split in various mediums.
IMC strategy Marking Rubric
Elements
Outstanding
=5
Very good
=4
Good
=3
Satisfactory
= 1 or 2
The creative concept
 Idea is well thought/articulated and going with
the product proposition.
 Aesthetics are well developed across various
communication mediums
 Application of creativity theory to development
of coherent and compelling advertising message
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
Catchy tag lines were developed and showcasing
the essence of creativity
[Marks 5]
The media strategy
 The element of IMC is well executed and planned.
 Appropriate choice and use of media platforms
 The selection of communication platform is
justified with brand and target market
proposition
[Marks 5]
Media budget
 The media budget is well developed and
properly executed/justified across various
communication platforms
[Marks 5]
Total marks
Evaluator comments
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