Professional Documents
Culture Documents
Consideration of Competitors:
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Our position:
Our position is better condition, because our other brands are now
available in the market. So from our new product Mojo mixer cola
we want to earn 2cr taka from our sales.
Perceived value:
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Target segment:
• New target group: This year our focus would be best for
attracting school, college and university going student. We
also focus on the old age group, because they like cola drinks.
Usually this is a large group in a sense that they buy the other
product in quantity. We feel that our communication styles
keep them away from our product.
• Usual group: As traditionally we will try to attract young and
teen age group existing and new.
• Rural segment: We will follow attractive ways and special
styles to focus our rural group.
• Against competitors: Directly we will take share of 7up and
RC cola and indirectly other cola users.
• Niche market: We will try to cover canteen and institutional
sales, different events, club ceremony in towns.
• New small group adoption: By changing SKU, package
design, color & introducing new flavor.
Our challenges:
Proposed positioning:
Mojo mixer freshen up your life
Different flavor & real freshness
Mojo mixer, it makes you different
Product specification:
3
How we take this challenges to achieve:
1st phase:
Oct 08- Jan 09
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g. In this we will grading the dealers on performance basis
and upgrade them by using motivational tools.
2nd phase:
Feb- may 09
3rd phase:
June- sept 09
Pre-launching activities:
We will take some pre- launching activities for testing the product
as well as customers satisfaction.
• Before launching the product test marketing is to be done in
the Dhaka city.
• In Dhaka city the following distributors will market the product
first
• Set up a distributors lifting plan
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No. Distributors area
1 Abdul momen store Mirpur
2 Agora Dhanmondi
3 Nondon Uttora
4 Family world Mohammadpur
5 Mars trading Motijheel
6 Kalam store Mogbazer
Survey:
A survey is to be done in the above area on 25th November on the
following subject
1. Test performance report.
2. Customer behavior toward the product.
3. Pack observation in retailer psyche
Other activities:
Sampling campaign:
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Road campaign:
a. Band party
b. Music
c. 15 picks- up for Dhaka city, 8 pick – up for Chittagong and 8
pick – up for sylhet.
Billboard:
At first 6 billboards for Dhaka city and 2 billboard for Chittagong and
sylhet.
1st phase:
2nd phase:
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3rd phase:
SWOT Analysis:
Strength:
• Known brand
• Experienced management
• Fully automated machine
• Trained and skilled employee
• Good network
Weakness:
• low in variety
• no fixed target set up yet to SR for cola
• lack of highlighting in general & super store ( for customer )
• outcome from this product does not permits huge investment
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Budget summery
SI. Items Description Cost per Quantit Total Monthly allocation
unit/spo y amount
t
Oct-08 Nov-08 Dec-08 Jan- Feb-08 Mar-08
08
New TVC making
1 TVC making (30 sec) Real cola 500,000 1 400,000 400,000 - - - - -
flavor and
reasonable
price
Sub total new TVC making 1 400,00 400,000 - - - - -
0
TVC Airing (35 sec)
1 Channel i Drama 6000 160 960000 - 250000 150000 2800 140000 140000
sponsor, news 00
2 ATN bangle title sponsor 10000 130 130000 - 400000 250000 1500 280000 220000
0 00
3 Channel 1 5000 120 600000 - 150000 100000 2000 90000 60000
00
Sub total of E- Media 390 286000 - 800000 500000 5300 510000 420000
0 00
Printing Media
Press Prothom alo 8” * 12” col. 240,000 3 720000 240000 - 240000 - 240000 -
1 Inch
2 The daily star 10”* 12” col. 240,000 4 720000 - 240000 - 2400 - 240000
Inch 00
3 The daily Ittefaq 6”* 10” 150,000 1 150000 - - 150000 - - -
4 Magazine shanonda 7” * 9” 15000 2 30000 150000 - - - 150000
5 Corporate brochure 7” * 9” 5500 15 82500 27500 11000 16500 5500 11000 11000
leaflet For prominent Size A4 2.3 60000 138000 50000 20000 10000 2000 22000 16000
outlets, clubs, 0
corporate offices,
hotels etc
Sub total Press Media 60026 184050 467500 271000 416500 2655 423000 266000
0 00
Sampling
1 Product cost Club, 45 2000 90000 15000 15000 15000 1500 15000 15000
restaurant and 0
super store
2 Communication cost Festoon 1120 20 22400 8960 - 5600 - 4480 3360
banner
Sub Total of sampling 2020 112400 24960 15000 20600 1500 19480 18360
0
Outdoor & events
1 Billboard Size 30’ *15, 1 45000 8 360000 180000 - 45000 4500 45000 45000
month 0
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2 Town storming rally Dhaka, ctg, 8000 40 320000 160000 - - - 160000 -
with truck sylt
3 Truck Branding 30000 7 210000 120000 - - 6000 - 30000
0
Sub Total Billboard 55 890000 460000 0 45000 1050 105000 75000
00
Branding
1 Road divider/Check Branding in 8000 40 320000 - - 160000 - - 160000
post/ gate road
2 Sun protector in Bus Different route 1400 35 49000 21000 5600 5600 5600 5600 5600
Sub total of Branding 75 369000 21000 5600 165600 5600 5600 165600
Grand total 647190 1372860 109160 114770 9211 106308 944960
0 0 0 00 0
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Mojo mixer cola: launching plan:
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Media launch date 10th December, 2008 ( media reach)
Sales related:
Offers duration
Traders Bonus offer (12:4; Special for first 2
250ml FC) (12: 3; month
500ml FC) (12: 2;
Sales force 1liter FC)
Whole sales based For 1 month
Dealer control program
Incentive for highest Monthly basis 1st 2
D.O months
Market related:
Description purpose
Traders Leaflet for city and Product information
town outlets to consumer and
buyers
communication Sampling Product introduced to
sellers
TVC
Airing on TV Product information
to consumer and
buyers
Printing media To inform educated
Consumer and conscious
consumer
Road divider Reminder for city
branding occupant
Billboard It will remind the
consumer
Sampling for Product trial to
canteen, club, consumer
restaurant and
superstore
Budget:
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Press Media 1840500
Sampling 112400
Billboard 890000
Branding 369000
Grand total 6471900
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