IMC Plan.

GO-LA-LA BANGLADESH

PRESENTATION ON GROUP PROJECT

Lick Happiness

BOARD OF DIRECTORS OF THE

AGENCY.

Adnan Khan Sharar Umaima Alamgir Ekramul Hossain Khan Md. Turas Ayman Eshraq Raihan Ahmed Ashara Mubashshara

THE AGENCY.

If you want your agency to have the largest communications network in BangladeshIf you want to work with an agency with experience that offers complete Brand StewardshipIf you desire that your agency should have award winning creative minds who focus strongly on returns on your investments

Your search is over. Choose Temptation

Creativity. Innovation. Performance. Connections For any company that desires to achieve a goal, its impossible to resist Temptation

Our Clients include successful local companies & MNCs. We

have the highest client retention rate in the

country

Playing with emotions since 2005

THE PRODUCT.

GO-LA-LA Product of Globobrothers.

A few interesting facts that will affect marketing

• The product is fat free and rich in vitamins

• GO-LA-LA is a well-established brand name abroad with over €500,000,000 international turnover

• GO-LA-LA has a huge variety of flavors which are likely to appeal to different customers

• The brand would enjoy a high rate of recall and is known well for its effective use of attractive POPs

•Operating in Bangladesh for a number of years

THE PLAN.

The GOAL.

Create brand awareness regarding GO-LA-LA while also building up a strong

network of distributors to ensure a strong foothold

for the company’s operations in Bangladesh.

Breakdown of goal.IMC OBJECTIVE ONE (CONSUMERS)

IMC OBJECTIVE TWO (DISTRIBUTION CHANNEL)

• Create Brand Awareness

• Increase the overall demand for lollipops through marketing GO-LA-LA as a “lifestyle”

• Develop customer loyalty

• Create a functional distribution network to obtain initial distribution and get prime shelf space

•Encourage in-store purchases by building salesperson biasness and through attractive POP displays

PROMOTIONS OPPORTUNITY ANALYSIS

• Scope of utilizing GO-LA-LAs’ high quality, worldwide reputation and health-friendly attributes in the market

• Sits operations in Dhaka, Chittagong and Sylhet and the target audience will be concentrated in these divisions

• The product is premium in nature and pricing is more expensive than that of competitors but sales should be high if the product benefits are utilized properly in marketing efforts

Communications AnalysisOur Market research has indicated:

• There exists a scope for sales of a premium gola brand in Bangladesh.

• FM radio has become more popular over the past few years

• The number of television channels and newspapers have risen over years- the communication market is becoming more segmented

• Scope for viral marketing exists• It is important to adapt to the culture of

Bangladesh. Controversial ads may not go well with the public.

Major Competitors

There are major competitors for this range of a product.

Only local street stalls sell such a product but is termed by the majority of the target market to be “Unhygienic”.

They charge a price of Tk. 30

Opportunities

• Higher quality, brand value and financial strength in comparison to competitors

• A large portion of the Bangladeshi market is willing to pay for quality.

• If GO-LA-LA is able to involve adults- they will gain access to a large chunk of customers

• It is possible to shift audience attention to themselves through shifting from traditional ads to interactive marketing activities

Target Market.Characteristics of the target audience

•Middle to high income residing in and around the cities of Dhaka, Chittagong and Sylhet

•Primary target is children up to the age of 12 while young adults are the secondary target

•Likely to appeal more to people whose lifestyle, personality or interests match with the image of “sweet happiness” GO-LA-LA will portray

•The targeting is based upon demographic factors, psychographic factors as well as by benefits sought by the user

Customer Analysis.

•Customers could buy gola for many reasons like, to stop crying of their children, to fulfill their wants, to pass their time sucking lollipop- but GO-LA-LA customers will buy to “Lick Happiness”

•Usually people buy golas from shops located near schools and colleges

•Tastes are different to different groups. Some like strawberry flavor while other likes lime and so on. Customers want different flavor and quality gola enriched in high nutrition’s at reasonable prices

Market Segmentation Strategy.DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC

• Segmentation based on level of income

•Though GO-LA-LA is a premium brand we will serve the higher income customers in city areas while we will also serve middle income people in rural areas.

• Different people have different personality values and attitudes.

•Brand will appeal more to people who find the “GO-LA-LA lifestyle” consistent with their own

CORPORATE STRATEGIES

• Will display a premium image

• It must also be kept in mind that Globobrothers has a previous image in the country due to their past

operations. However, the strategy will be different this time.

• Focus on USPs and benefits obtained

GO-LA-LA Strategy

the focus will be to connect the product and the brand strongly with the heart of

customers. GO-LA-LA must be perceived as happiness- not

just a gola.

BRAND DEVELOPMENT STRATEGY

•The product should grant a feeling of superiority over other brands of golas•There must be elements of interaction in the marketing process- customers must feel they are a part of GO-LA-Las -the most important part in fact•The loyalty should be as such that by the end of the campaign children should say- ‘I want a GO-LA-LA” instead of merely saying “I want a gola”

Much superior quality at a price

that is higher than those existing in

the marketing, but still quite affordable

BRAND POSITIONING

Lick Happiness

DISTRIBUTION STRATEGY

•Initial distribution limited to Dhaka, Chittagong and Sylhet Division.

•Success in these areas may result in consideration of expanded operations

•Database will coordinate overall marketing efforts in distribution

BUDGET OF THE CAMPAIGN

TOTAL BUDGET- Tk. 10,000,000 (ten crores)

IMC Objective One. IMC Objective Two.

• 40% of total budget

•Tk. 4 crores

•Of this, 50%- Tk. 2 crores will be spent on advertisement

•60% of total budget

•Tk. 6 crores

•2.95 crores will be spent on trade promotions- the largest spending on this objective.

The reason for spending more in the Distribution Channel is because 50% of purchase decisions are

made in-store

This is especially true for a product like lollipops

Focus will be on eye catching displays and salespeople with biasness towards GO-LA-LA

CONSUMERS.IMC Objective One.

Objective One: Budget.Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TOTAL

Advertising 4000000 4000000 1000000 1000000 1000000 1000000 1000000 3000000 1000000 1000000 1000000 1000000 20000000CP 2000000 2000000 2000000 4000000 3000000 3000000 16000000PR 300000 300000 300000 300000 300000 300000 300000 500000 300000 300000 400000 400000 4000000TOTAL 6300000 6300000 3300000 1300000 1300000 1300000 1300000 7500000 1300000 1300000 4400000 4400000 40000000

• Total amounts to 19,520,000 plus 480, 000 = 20,000,000• All costs except for BTV are as per the average of rate cards in channel websites• Prices are relatively lower as we will not give ads during news time- children tend to

ignore news!!• GO-LA-LA does not want to give more than 120 ads per time slot in a channel• GRP= 14,402 during the entire duration of the campaign• Print ads will only be used if any funds are saved through media discount or less cost

of admaking.

Advertising Budget Breakdown.Channel Time Rating Cost Insertions CostATN Bangla Peak (5PM-12PM) 16.2 22000 120 2640000

Off Peak (upto 5PM) 10.1 14000 120 1680000NTV Peak (5PM-12PM) 17.7 25000 120 3000000

Off Peak (upto 5PM) 11.4 18000BTV Peak (5PM-12PM) 18.5 30000

Off Peak (upto 5PM) 13.1 20000 100 2000000RTV Peak (5PM-12PM) 13.9 19000 120 2280000

Off Peak (upto 5PM) 8.3 12000 120 1440000ETV Peak (5PM-12PM) 15.5 20000 120 2400000

Off Peak (upto 5PM) 8.5 12000 120 1440000Channel I Peak (5PM-12PM) 15.9 22000 120 2640000

Off Peak (upto 5PM) 9.3 1500019520000

Cost of ad 480000

Advertising.

• Pulsing in nature• All ads will convey the same message• Themes used will be a combination of fantasy &

dramatization• Lots of ads in initial months to create awareness.

Another burst in August to support contest

Brand Ambassador.

Dighi

• Teenagers/adults may appear in ads alongside Dighi to show the product is not only meant for children but also for adults.

The reasons for choosing Dighi as our brand Ambassador are:

1.Likeability: She is well renowned. Customers like her because of her talent in acting.

2.Trustworthy: She is trustworthy as children are considered to be innocent

3.Expertise: She has past experience in working in ads.

4.Attractiveness: She is well-liked in Bangladesh

Brief of Advertising.Target Audience: The main target audience are children of age 2-12. Adults will be our secondary target.

Message Theme: The message will be consistent with that of the overall IMC campaign- GO-LA-LA brings happiness into life in a sweet way. Hence our tagline says “Suck Happiness”.

The support: GO-LA-LA is a brand with reputation and history. It is a high quality premium product that comes in a great variety of flavours that will suit different people.

The constraints: Local and Indian gola companies advertise can be a threat. To compete with them, we will be using variety of appeal and POP to attract customers.

USP: High-quality premium gola, HUGE variety of flavours and enriching vitamins

Benefit: The product has a premium image in all over the world. It is a high quality product compared to local and Indian companygola.

CONSUMER PROMOTIONS.

• Coupons• Premiums

• Contest

COUPONS

• Bounce-back coupons- distribute coupons inside the gola wrapper. • Coupons will have to be scratched- and besides price cuts- there will

be only luck winner who will get a car- this will be done to increase redemption

• Cross-ruffing: Coupons for a free GO-LA-LA gola will be given with every packs of chips like Lays and Pringles

• Duration- first 3 months of campaign only to make sure price cuts don’t affect premium image

PREMIUMS

• Will be implemented in the last 2 months of the campaign

• With every lollipop will come stickers, and tattoos within the wrappers.

• We will be other gifts like watches, key rings and Chupa Chups jerseys with a pack of lollipops

• For large containers of lollipops, there will be Bags for children.

CONTEST

• To be held in August

• Advertising and PR expenditures will be increased for the month to support the contest

• Quiz contest to be held through television with questions on popular cartoon shows

• The age limit for participating children will be from 6 to 15 years.

• The quiz will be aired right after Sisimpur or in BTV

• Very attractive gifts like tickets for full family with all expenses covered to Bangkok. Hopefully this will make parents actively help their children participate

PUBLIC RELATIONS

• The purpose of the existence of PR is to actively promote a good image of GO-LA-LA will quickly dealing with negative publicity

• The PR exists mostly to create synergy with other functions of the IMC process

• While other steps will deal with the target audience, PR will be there to make sure all the stakeholders are satisfied with GO-LA-LA Bangladesh.

• Active use of Facebook to interact with all audiences and promote a positive image of GO-LA-LA

MEDIA PLAN

• Frequency of ads based on cost per rating in order to maximize utilization of funds

• Length of approximately between 30-45 seconds to make sure ads are of sufficient size and in sufficient price

• Our targeted channels are ATN Bangla, Channel I, NTV. RTV and BTV

• Heavy ads initially and in August

• For internet- no ads will be placed but there will be aggressive viral marketing in Facebook.

EVALUATION OF IMC OBJECTIVE- 1

• Market research will be conducted towards the end of the year to see that statistics on brand awareness, loyalty etc.

• Our agency will also carry out opinion tests after every ad campaign to see customer opinions and collect feedback to make changes as necessary.

• Return on investment, sales and market share gained will be vital components

• Comparison of end-results to pre-campaign goals

DISTRIBUTION CHANNEL

IMC Objective Two.

• Network consists of suppliers, distributors, wholesalers and retailers

• Regions- Dhaka, Chittagong and Sylhet

• The initial stages will use trade allowances to arouse interest in the product

• Later allowances will be replaced with incentives/trainings etc.

GO-LA-LABANGLADESH

Objective Two: Budget.Advertising Trade Promotions Personal Selling Database Marketing TOTAL

January 1000000 7000000 500000 500000 9000000February 500000 7000000 500000 500000 8500000March 500000 4500000 500000 500000 6000000April 1000000 1000000 500000 500000 3000000May 500000 1000000 500000 500000 2500000June 500000 4500000 500000 500000 6000000July 2000000 1000000 500000 500000 4000000August 1500000 1000000 500000 500000 3500000September 500000 4500000 500000 500000 6000000October 1000000 1000000 500000 500000 3000000November 500000 1000000 500000 500000 2500000December 500000 4500000 500000 500000 6000000

10000000 38000000 6000000 6000000 60000000

Objective Two: Budget.

ADVERTISING IN DISTR. CHANNEL

• Of the allocated 1 crore- 40 lac will be for direct mail while 60 lacs will be for trade journals

• Advertising will be pulsing

• Direct mails only sent to large buyers/large prospective buyers

• The print ads will be consistent with those of the IMC campaign but the appeal for reaching retailers will be different. As retailers are likely to make well thought out decisions, the appeal will be rational with an informative executional framework with strong focus on the USP.

ADVERTISINGPrint ads in trade journals BDT 6,000,000Direct Mail BDT 4,000,000TOTAL: BDT 10,000,000

BRIEF IN DISTR. CHANNEL

Target Audience: Middle & high-end retailers who sell food/snack items in the areas of Dhaka, Chittagong and Sylhet division.

Message Theme: The elements of the distribution channel will be portrayed as vital and important links who help end-customers achieve “Happiness”.

The support: GO-LA-LA is a brand with reputation and history. It is a high quality premium product that comes in a great variety of flavors that will suit different people.

The constraints: Local and Indian gola companies will be able to sell for much cheaper and retailers may want to stock those products.

USP: High-quality premium gola, various flavors and enriching vitamins

Benefit: GO-LA-LA will allow distributors to sell a well reputed global brand. The product has a premium image which may improve the reputation of the store.

TRADE PROMOTIONS

• Of the total 2.95 crores- a large amount will be spent in first few months to obtain initial distribution and create aura of excitement

• Two trade shows- one in Dhaka in January, another in Chittagong in February

• Trade allowances will be cut from March. Performance based incentives will be introduced.

• Training programs will be carried out thrice during the year in different regions in order to develop loyalty and biasness

• Extensive use of Specialty advertising and POP displays

• Sales volume contest in September- top 3 winners granted 2 Dhaka Singapore Dhaka air tickets

PERSONAL SELLING

• Ensuring good relations with distribution channel elements.

• Allow much more interactive marketing efforts and a good level of feedback when dealing with retailers.

• Ensure first-hand understanding of which retailers will prove to be more fruitful for GO-LA-LA without the product losing or damaging the premium image

• Build better relationships faster

DATABASE MARKETING

• Keep track of retailer information such as names, addresses, contact number and much more

• Information on volume of sales, stock-outs, complaints etc.

• Allow filtering and screening of more profitable members of the distribution channel- more emphasis can be put on these elements of the channel

EVALUATION OF IMC OBJECTIVE- 2

• Measure end-result with pre-campaign objectives

• Sales and increment on sales per month will be measured

• Repeat purchases by retailers and wholesalers will be measured

THANK YOU!!

Please feel free to ask any questions!