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Published by: api-26027438 on Oct 16, 2008
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Fantasy Ads.
To complete the integrated marketing communication (IMC) as a perfect
promotional effort for the brand \u201cRADHUNI\u201d.
Scope of the Report:

In this report, we were told to create a promotional campaign for a specific brand. Besides, in this report we tried to create an IMC campaign. Through this we can easily identify how we can plan an effective IMC campaign for the brand RADHUNI.


The methods used for gathering information are the 'Study Approach'. In gathering information we didn't depend on any one particular method. The tools we mainly used to gather information are:

\ue000Secondary Data


We tried heart and soul to finish the whole IMC campaign. But there may have some mistakes because of time shortage and lack of our caliber. While preparing this report, the prime limitation we faced is the limitation of knowledge. When we went to the organization, we found many things, which did not match with what we have studied in our text. So we were confused many times to deal with that information.

Fantasy Ads.
Executive Summary:

RADHUNI is a brand of SQUARE CONSUMER PRODUCTS LTD. This brand is specially targeted to the educated, urban housewives. These housewives are targeted because they are the main decision makers of purchasing of spice powder in the family. It is high standard quality powder spice. Moreover, it is recommended by Bangladesh Standard and Testing Institute (BSTI).This report will describe on the target market of the product, mission of the advertisement, advertisement objective, competition, life cycle of the product, media used for the advertisement and message of the advertisement.


We have formed a group of five members and we have selected the name of our group \u201cFANTASY ADS\u201d. This means something of dream and desire. Through our effective promotion we will assure our clients that their dream will come true and they will have their desired things from us.


We have chosen the brand RADHUNI which is a brand of SQUARE Consumer Products Ltd. And this brand has a wide variety of products. These are \u2013 RADHUNI powdered spice, RADHUNI Kheer Mix, RADHUNI Halim Mix, RADHUNI Meat Curry Mix, RADHUNI Kabab Masala, RADHUNI Fish Curry Masala, RADHUNI Chatpati Masala and so on. All these products have already become very popular in the market.

Fantasy Ads.
Company Profile:

RADHUNI\u2019s mind share, heart share, and market share are in the highest position in its industry. \u201dRADHUNI\u201d has successfully made awareness build up. Almost everyone mentioned the name of \u201cRADHUNI\u201d when they are asked to name a brand of this kind. \u201cRADHUNI\u201d has just finished its introduction stage in the product life cycle (PLC) and it is now at the beginning of the growth stage in PLC.

As RADHUNI is leader in the market, it has a high growth rate and its relative market share is also high. We can have a look on the table where our brand stands.


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