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To complete the integrated marketing communication (IMC) as a perfect promotional effort for the brand “RADHUNI”.
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: Interview Checklist Secondary 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.
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 “FANTASY ADS”. 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.
IDENTIFICATION OF BRAND:
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 – 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.
RADHUNI’s mind share, heart share, and market share are in the highest position in its industry. ”RADHUNI” has successfully made awareness build up. Almost everyone mentioned the name of “RADHUNI” when they are asked to name a brand of this kind. “RADHUNI” 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.
About the buying habit of consumers those who buy ‘powdered spice’ they usually tend to buy “RADHUNI” with a few exceptions. Though people usually buy “RADHUNI” the exception happens due to unavailability of the products in the shop. Few retailers, who keep other brands, try to influence its customers to buy that whatever they have in their shops. “RADHUNI” has acquired a strong position in the market, its market share currently reached to 55%. “RADHUNI” is the market leader in its industry. We can see the approximate market share from the pie chart given below;
4% 1% 3%
RADUNI TIGER ARKU FRESH 55% BD PRAN TATA OTHERS
“RADHUNI” is leading the market with a variety of products. “RADHUNI” has almost every items of cooking starting from turmeric powder to spicy mixed powder for meat, fish, chotpoty, halim, kheer, and even pachforon. Though the market has already got some competitors, “RADHUNI” is doing quite fine in the market. This has been possible through its strong reputation for quality and trust. But the situation has challenged the new entrants while the existing firms are having hardship to increase or grab market share. Many companies are not getting the market share because of their poor distribution coverage, advertising, sales promotion and so on. Competitors pricing are relatively low compare to “RADHUNI”.
“RADHUNI” has a strong team for Research and Development. The members consistently seek opportunities to find the new demands and meet them by launching new products. “RADHUNI” has a strong financial condition and support from its parent company. “RADHUNI” has achieved a strong brand image. It has selected a good relevant brand name for its products whereas other firms suffering from it. “RADHUNI” talks quality and gives quality to its customers. “RADHUNI” has updated manufacturing plant with the capacity to meet the demand. “RADHUNI” has a wide variety of products which others do not have. “RADHUNI” has achieved a good competitive advantage through its distribution coverage system.
It charges a bit high price than that of its competitors. Though they have good distribution coverage system, products are always available in posh urban areas but in some urban places they fail to provide the product in time, as a result they are losing a potential market share.
The culture of eating foods encourages the opportunity of expanding the market. The market is large in this business. There is a huge prospect in this business; a small number of populations have become aware of the advantages of adopting the spicy powder but huge population is there to adopt it. A number of competitors are there in the market but they are relatively weak in terms of financial condition, company size and management. Few firms are following the promotion mix, especially they are lacking in sales promotion but in this case RADHUNI is strongly following this strategy.
The market has become competitive in terms of number of competitors as well as possible entrants of some new companies. Consumers are exposed to ads given by some companies. People of our country still think that this type of ready mix spice will not give them that taste what they could have from the powdered spice which they make manually.
Segmentation means dividing the market into distinctive groups of buyers on the basis of needs characteristics or behaviors of consumers. Segmentation can be done in four ways like – Geographic segmentation, Demographic segmentation, Psychographic segmentation and Behavioral approach. As our chosen product is powdered spice which is directly used for cooking purpose and generally the women of our country are involved in cooking. So we follow the demographic segmentation for segmenting our market. We emphasized on gender based segmentation and the geographic segmentation. As we followed demographic and geographic segmentation and we focused on women consumers of urban area in our country. There are generally two classes in women consumers one is housewife another one is service holder. Our target market is both of them.
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind. Such as - to create awareness about the product. We have to position our brand “RADHUNI” by the desire of the target consumer. SQUARE is the name of quality, where consumers can get pure and quality products without any hesitation. “RADHUNI” is a brand which is used for cooking. So the consumer might think about the taste and how conveniently it can be used. In the positioning stage we are thinking about value proposition. Value proposition is the way where we reflect the core things what we are providing as per as the desire of the target consumer. So the positioning should be such where the core things will be reflected. So the value proposition is for “RADHUNI” can be-
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In this case the difference is clear for RADHUNI brand with the non brand and other brand powdered spice through the values what it is providing.
Initially for target the market we will go for women who are living in urban areas. In this case we followed geographic segmentation and the demographic segmentation as well. They can be either housewives or service holders. The causes behind of targeting urban women are First- The price of the product, as the price of this product is a bit high which is only affordable by the urban people. Because we all know that the people of urban are relatively rich then the rural people. Second- Use of quality product, in this case urban people are more quality conscious then the rural people. Third- In urban areas generally people are busy with various activities. So they are very much unwilling to buy raw spice and get bored of doing a manual process. In this situation ready mix spice is like a magic for them. Fourth- The people of urban areas are not getting pure and quality powdered spice in the market. So we are assuring the people of urban that we are giving them pure and quality products. In this situation it will be a great way for the urban people of getting fresh and pure powdered spice without any harassment. Fifth - The service holder women are very busy with their jobs and other activities. They have limited time for cooking. So at this moment ready mix spice will be very much attractive and convenient for them. Sixth - Women can easily avoid their physical blending process by using this powdered spice. This will save their energy and time. 9
After analyzing the market our ad agency found some lacking of RADHUNI brand which is creating barriers to grab a substantial market share for this brand. These problems are People of our country still think that this type of ready mix spice will not give them that taste what they could have from the powdered spice which they make manually. The Consumers are exposed to ads given by some other companies.
In resolving this problem we need to develop a creative and effective ad which should be focusing on the attitude of the consumers and change it accordingly by assuring more benefit from that of traditional VANGANO MASALA. If we can build an ad which contains a massage, through that people can understand this product will meet their demand and this brand will give them more than what they can get from the traditional VANGANO MASALA. We have to make an ad which must be more creative and more effective then the competitors. In this way we can attract our target consumers and make them aware about our brand.
INTEGRATED MARKETING COMMUNICATION OBJECTIVE:
By considering the market situation we have planed our marketing communication that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact. As we have said RADHUNI has successfully made the awareness. Almost every one of our target consumers knows the brand and they mention the name of RADHUNI when they are asked about a brand powdered spice. So our advertising objective should be such so that people prefer to have our brand. For this we have planed three types of advertisement News paper Ad, TV Commercial, Sales Promotion. We have promoted our unique selling proposition (USP) in all these advertisement through a same massage which is PURITY.
IMPACT OF IMC:
We have come to know that a major threat in the powdered spice business is the perception of consumers toward packet powered spice. People think it is not as better as VANGANNO MASALA. So trough our IMC effort we need to change the consumers’ perception about the packet powered spice. It should be encouraging the consumers switching to our brand by changing their perception. In our all advertisement we mainly focused on our USP which is PURITY. So that people will think what we are promising that we are really providing. Our target consumers are middle and upper class women of urban areas. Who are very conscious about the taste of their food and also very quality conscious. And this people always prefer to use traditional VANGANO MASALA. They think that no packet powdered spice can give them as good as their VANGANO MASALA can give. On the other hand they also think this brand powdered spice is very
expensive. For this we have made the Newspaper ad and TV ad which gives the massage to our target consumer that they can cook tasty and hygienic food by our product. On the other hand we have planed a sales promotion campaign through that we can attract more consumer and make them understand that our RADHUNI in not very much expensive. Because of its purity it takes less quantity to cook tasty food.
UNIQUE SELLING PROPOSITION:
According to us the unique selling proposition for our brand RADHUNI is PURITY. Which ensures our target consumers fresh and quality products through which people can have tasty food. We also need focus that it takes very less amount of spice to cook tasty food.
ANALYZING THE MARKET:
RADHUNI’s mind share, heart share, and market share are in the highest position in its industry. ”RADHUNI” has successfully made awareness build up. Almost everyone mentioned the name of “RADHUNI” when they are asked to name a brand of this kind. “RADHUNI” 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. “RADHUNI” is leading the market with a variety of products. “RADHUNI” has almost every items of cooking starting from turmeric powder to spicy mixed powder for meat, fish, chotpoty, halim, kheer, and even pachforon. Though “RADHUNI” has got some competitors in spicy powder like chilly powder but it has got a relatively competitive advantage in mixed powder with one or two
competitors. These competitors have a little share here and there in the country. And they are not that much strong either. One of such competitors is ‘Ideal’. “RADHUNI” has got a competitive advantage over its competitors through proper utilization of the promotion mix. While the major competitors are spending a lot in TV ads, they are doing a little for sales promotion and so on. Whereas “RADHUNI” constantly giving incentives to wholesalers and retailers. Only a company gave a minor incentive to wholesalers and retailers in the month of Ramadan. Today understanding customer is crucial, but it is not enough. Companies gain competitive advantage by satisfying target consumer needs better than competitors do. Therefore it is important to know the competitors, their strengths and weakness and also the strategies of the competitors. First it comes the competitors’ analysis or identifying competitors. At the narrowest level, there are a number of competitors competing in the market these are; BD TIGER ARKU FRESH PRAN TATA KWALITY, SHUSHADU, GRIHINI AND OTHERS At a wider range of competition, the brand is challenged by local spice shop. It has been found that this type of producers altogether grab a substantial amount of market share. And it has achieved so much market share only on the basis of people’s tradition to consume spicy powder. And people’s attitude toward spicy powder led them to have a strong position in the market. Though the market has already got some competitors, “RADHUNI” is doing quite fine in the market. This has been possible through its strong reputation for quality 13
and trust. But the situation has challenged the new entrants while the existing firms are having hardship to increase or grab market share. Many companies are not getting the market share because of their poor distribution coverage, advertising, sales promotion and so on. Competitors pricing are relatively low compare to “RADHUNI”.
We have analyzed the market in order to develop a media plan we have to set the media objective and then the strategy to achieve the objective and this information should be organized into the media plan. Our media objective is to reach to our target consumer and to change their perception and switch to our brand. We therefore choose media which will convey this massage effectively and efficiently. We will go for heaviest advertisement in the forthcoming 1 year period. After that we will concentrate on public relations and publicity. Since our media objective is set, now we should choose the media. Which media will be the most effective to position our brand.
INTEGRATED MARKETING COMMUNICATION:
While designing the IMC first of all we have selected the Television. Because our target consumers are urban women in this case, uses of television for advertise will be very effective. That means television has high reach media for this particular product and TV is the most common and effective way of communication. Though it is expensive, it is very effective. Since our target market is women of upper and middle class in urban areas and since they are scattered in different parts of the country the best way to reach them by giving ads on TV. Moreover this is the best way to attract consumers to our brand through a creative advertisement. We will be able to grab the attention of the consumers by using different senses. It is very 14
important to touch the hearts of the consumers in consumer products like RADHUNI.
In terms of TV ad our media vehicle will be Channel I and NTV. Initially we decided to give ad in BTV but considering our budget and market competition we decided to give ad in NTV and Channel I first.
Target Audience Coverage
We aim to achieve full market coverage but we are expecting to achieve the maximum part of it.
Full Market Coverage
It is usual that some people will be away from the exposure so a small part will remain uncovered.
The best way to communicate with customers is through message. Senders communicate with the receivers through messages. The form of Message can be various types like verbal, oral, visual etc. It is very important to choose an appropriate message for the senders which can be easily understood by the receivers. The message of our brand which is “RADHUNI” is that it provides purity and it is healthy for us. We have used the same massage through out our whole IMC effort which includes our three media so that there will be no confusion in the consumers mind.
Reasons for choosing TV as a media:
Since our target market is women of upper and middle class in urban areas and since they are scattered in different parts of the country, the best way to reach them by giving ads on TV. Moreover this is the best way to attract consumers to our brand through a creative advertisement. We will be able to grab the attention of the consumers by using different senses. It is very important to touch the hearts of the consumers in consumer products like RADHUNI. The ad should be creative enough which can attract and retain consumers and which consumers remember forever. Some of our main reasons for choosing the TV as a media are given below: 1. Only TV can provide a very realistic view of our product. 2. Cost per exposure will be low because of huge number of customers. 3. TV can cover a wide range of area. 4. Creativity is high.
Ours is a consumer product the RADHUNI is having a short purchase cycle, so media timing should be relatively high. That is why we are going to follow the continuity scheduling method.
Reach and frequency
Factors that should be consider in determining the frequency
Brand History –
Our brand is a new brand but people have enough awareness about the brand.
Brand Share –
RADHUNI has got 55% market share. Which we have included detail in our previous report. Which we got from a market survey.
Its relative market share is 55/10 = 5.5 Its growth is high. RADHUNI is on the star position in the BCG matrix.
Purchase and usage cycle –
Its purchase cycle is relatively short and its usage cycle is also very less. Since RADHUNI has got short purchase cycle and it has got faced a competitive situation from a number of competitors but its brand share is very high and RADHUNI is leader among the entire powdered spice brand. So our frequency of ad should be in between position. So that our target markets do not get bored that’s why we must have massage variation in the right time.
Advertising frequency means the number of repetitions needed to put across the brand’s message to customers. However, it has an important impact on the advertising budget. Our target market is the people of middle class and upper middle classes those who belong to the urban and sub urban areas. To grab the attention of this target market the ad will be displayed on the most popular TV channels of the country, like on the Ntv and on Channel i. People of the middle class to upper middle class families are the regular viewers of any of these channels. So we want to display our ad for six times a week for a month in any of the mentioned channels, then we will be able to reach our target market. That is, the viewers of any of these channels are getting knowledge about the product for 24 times a month.
Cost of TV Advertisement:
Our ad is a 40 second ad which we will show 24 times a month. The cost of displaying the ad in one transmission is given below:
Just before NEWSIn mid break of any Program/FilmFor Channel i: Just before NEWSIn mid break of any Program/Film40 seconds duration40 seconds duration-18000 TK -12000 TK
40 seconds duration40 seconds duration-
-18000 tk -18000 tk
The ad will be displayed on the Ntv for 1 month: So, the cost will be--6 times a week for 1 month: Total = 6 times X 4 weeks =24 times
1st week: (Just before NEWS) Total cost on 1st week = 6 times X 18000 =108000 TK
2nd week: (In mid break of any Program/Film) Total cost on 2nd week = 6 times X 12000 =72000 TK
3rd week: (Just before NEWS) Total cost on 3rd week = 6 times X 18000 =108000 TK
4th week: (In mid break of any Program/Film) Total cost on 4th week Total cost for Ntv = 6 times X 12000 =72000 TK =360000 TK.
The ad will be displayed on Channel i for 1 month: So, the cost will be--6 times a week for 1 month: Total =6 times X 4 weeks = 24 times
1st week: (Just before NEWS) Total cost on 1st week = 6 times X 18000 = 108000 TK
2nd week: (In mid break of any Program/Film) Total cost on 2nd week = 6 times X 18000 = 108000 TK
3rd week: (Just before NEWS) Total cost on 3rd week = 6 times X 18000 = 108000 TK
4th week: (In mid break of any Program/Film) Total cost on 4th week = 6 times X 18000 = 108000 TK = 432000 TK. = 792000 TK
Total cost for Channel i(108000+108000+108000+108000) Total cost for TV Commercial (360000+432000)
Our target markets are generally the urban women with sound income. Most of our target markets are educated. They are having jobs in different organizations. They usually read newspaper. The main advantage of newspaper is the high degree of market coverage. It can cover a high area at a comparatively low cost. Moreover women are not the customer of this product because most of the cases male persons buy this sort of product for home. Women are the ultimate consumers who are going to use this product. But no matter what is the case females have an influential role to affect the purchase decision. On the other hand the men should have some sorts of awareness regarding the brands in the markets to make the purchase decision. Moreover newspaper provides flexibility to the advertiser that means it requires a very little time to prepare a newspaper ad. Also we can set or change the shape, color, sizes and formats of our ad frequently. We are going to give our ad in “PROTHOM ALO” because “Prothom Alo” is the most read daily newspaper in our country. We are also going to give our ad in “NAKSHA” of “Prothom Alo” on Tuesdays. Our ad should be placed in “Prothom Alo” on Fridays. First of all, since Friday is the weekday all the people including service women will generally stay at home. As we have mentioned in our first assignment that only women don’t buy the product rather men also buy the product. But women usually play an important role in decision making. However, the reason why we are going to place the ad in NAKSHA because it has several pages related to the lifestyle, especially its recipe section is a great place to place our ad of Radhuni.
Placement of Ad:
We will give our ad in the recipe section, or in the khabar-Dhabar section depending on the condition. But the recipe section is the best place to draw attention. Our ad should be placed at the bottom of the recipe page, right-after the
end of recipe. This is seems to be very much appealing because those who read the recipe will also read the RADHUNI. We are very much optimistic about the impact from this particular page. Apart from this our ad should be placed in “Dainik Prothom Alo” on Fridays. Our ad should be place in the front page of “Prothom Alo”. We have decided to place it in the first page because of getting attention from the audience. Moreover, this page holds the highest reach capability. Every one usually goes through the first page to have the glimpse about what is happening. So, if we place the ad at the bottom of this page it will easily draw the attention of the readers. Further more, our 8 page column ad with high visibility will easily grab the attention of the readers. Our ad size is 8”/15” (length/width). As we are giving 8 columns Ad and size is relatively big, we hope the clutter will be relatively low.
Bangla is being used as the language of the ad with a few highly known English words. Bangla is being used to make the ad simple and to reach the great number of general people. We hope every body will be able to understand the underlying concept of the ad because of being casual and simple. On the other hand, English has not been selected because this medium will not able to reach a vast majority of people.
“Dainik Prothom Alo” is the most read newspaper in Bangladesh. Near about 2,60,000 papers are sold each day with little variations. The number of papers sold in each day is 2, 60,000 but the number of readers should be higher then this. So its reach capacity is amazing.
We are going to advertise our ad twice in a week. One is Friday in “PROTHOM ALO”. Another one is in “NOKSHA” of “PROTHOM ALO”. This ad will be continued for the next 6 months for the time being.
For “Prothom Alo” per day cost is calculated as follows8 column (width) X 8” (height) X 5000Tk For “NOKSHA” 5 column (width) X 5” (height) X 1500Tk =37500Tk = 320000Tk
6 months Budget
For “PROTHOM ALO” 320000 TK X 26 days (on Fridays only) For “NOKSHA” 37500 TK X 26 days (on Tuesday) = 975000 TK = 8320000 TK
Our ad size for daily is 8”/15” (length / width). On the other hand, the size of ad for “NOKSHA” is 5”/9” (length/width). Our ad in “Dainik Prothom Alo” will grab 8 columns while the ad in “Noksha” will grab 5 columns.
Color, Font and Font Size:
The yellow is being used as the background of the headline to draw attention. In the text body blue color is being used to bring variation. The overall differences in
color and big size of ad are being adopted for eye catching. The black is being used in raw materials to separate them and focus individually. We have used magnifier to visualize the raw materials clearly and which shows the freshness of raw materials that are being used which implies “PARTHOKKO” the difference. We have used the big font size in the headline. We have used black color in the tag line in a curve shape to highlight the tagline.
Our paper ad starts with a headline; our headline claims that we are pure “KHATI”. It reads “KANO RADHUNI KHATI”? The headline makes the readers to think, and it will make them to have a pause. Afterwards the text is going to prove what are the underlying factors that have made Radhuni to be “KHATI”? The text starts with proving by saying; Radhuni is manufactured from the best quality Chilly, turmeric, cumin and coriander powder. Radhuni has its own suppliers to supply the raw materials. So it is clear that we have tried to incorporate the news into the headline. We have tried to make the audience curious about the ad using “why?”
We have tried to make the message to be believable by providing the information regarding the benefits the consumers can get. Using of simple words was very much appealing to us. We did not want to make our audience to get confused anyway.
On the part of illustration, we have illustrated our products and the raw materials used in our production. We have shown our illustration in a major part of the ad because every audience is bombarded with several ads unless they know who we are, what we is advertising, receiving action from them will be quite impossible. So 23
the visual will work as a snapshot of the whole ad. They must know it is RADHUNI, it is from fresh raw materials. Since there is a tendency on the part of most of the people to skip through out the page. We must make sure our audience knows us. This is why we have allocated most of the space for visual and whenever possible we showed our brand name. At the top most position we have showed our product, below the product we have illustrated the fresh raw materials that is being used to produce our product. Thus we have made a link of them.
To stop the reader we have started with the headline which reads “Kano Radhuni KHATI”? Then we have shown the illustration in a big shape, sequentially we have given the text in the last. We have neither used extreme of texts nor said anything. We tried to put few relevant lines so that our audiences do not get bored. To make it more visible to the audiences we have tried to show the brand name of Radhuni as whenever possible. To draw attention we are also very much selective in media space.
We have not only showed the logo of Radhuni but also showed the packet of Radhuni to make the audiences clear about whom we are, what we are advertising for, at the bottom of the ad we have mentioned the company name of our brand.
The ad is organized in a way that it will make the audience curious to read and watch the entire ad using of its “KANO” in the headline. It will make the audience to be sloth.
We have tried to be casual and keep things simple. Everywhere, from headline to the body copy, we have used simple words. We have avoided giving unnecessary information rather we have given very specific information with regard to our products. We have tried to stick with one selling idea which is “PURITY”. Our headline says “Kano Radhini KHATI”? We have answered this question from the very first line of the body copy. We have finished with a summary statement “VALO KHAN, VALO THAKUN- RADHUNI VALO RADHUNI KINUN”. Singular nouns and verbs, present tense and familiar words and phrases are being used throughout the ad. We have put few lines in each paragraph, yet varying the length of the paragraphs.
MAJOR FINDINGS OF OUR AD:
1. The major premise of the ad is “Kano Radhuni KHATI”? 2. The ad concept works to communicate effectively the major selling idea which is “KHATI” 3. The concept emphasizes the product being advertised. Our product is shown with the headline.
(a) It relates to headline and copy. (b) It shows the products and raw materials being used. 25
(c). Brand name is highly emphasized.
(a) Arouses curiosity by using of “KANO?” (b) It works with the visual to draw readers into a copy. There is head-visual relationship in our ad. Our headline says KHATI and the visual shows freshness to make it to be KHATI. (c) Our headline contains the brand name. (d) It is clear from the along side visual of the headline that it is nothing but the spicy “RADHUNI” powder. 4. Body copy (a) Divided into small pares. (b) Simple words are being used. (c) It employs the term “You- Apni” as an involvement device. (d) End with an implied urge to action, a summary of the main idea –
“VALO KHAN, VALO THAKUN”
“RADHUNI VALO RADHUNI KINUN”
(e)It tells the reader sufficient information how it is KHATI, without being bored. (f) It contains the frequent use of the brand name in big font size.
Sales promotion is crucial in attracting consumer. It can be of directly or via the intermediaries. Sales promotion is important to increase the sales. It is important to give incentives to intermediaries to make them satisfied. Otherwise they will switch the brand. “RADHUNI” is giving retailers and wholesalers various type of sales promotion like – They give various types of incentives. Adding and giving more benefits to consumers is a way of delighting them and make them to be loyal to the brand in terms of competition. It suggests that we care for our consumers and other concern stakeholders as well. The reason why we have ranked TV first is it because it is more important for us to reach our target market at the same time to fulfill our objective. As our target market is large and may be newspaper is not going to be an effective media to reach them. So we have decided to make our target consumer informed about any kind of change, gift, and discount. We will let them know by sales promotion comes later because at first we have to reach our target market then to make them satisfied and to retain them we must use sales promotion. The Advertising along is not always enough to move their products off store shelves and in the hand of consumers. Company should also use sales promotion methods targeted at both consumer and wholesalers and retailers that distribute their products to stimulate demand. To be successful integrated marketing communication programs must include consumer and take promotion that coordinate with advertising, direct marketing and public relation camping’s as well as sales force efforts. The way it is important to give reason to by through advertisement, it is also important to give incentives to by the products and that is why sales promotion is important in promotion mix.
SALES PROMOTION OBJECTIVE:
The objectives we hope to accomplish through sales promotion are keeping our current customers with us while switching prospects or nonuser of the brand toward our brand and we like to build a long term relationship with costumers rather than creating only short term sales or temporary brand switching. On the other hand we want send massage to our target consumer that RADHUNI is less expensive considering it’s quantity for cooking food.
DURATION OF THE PROGRAM:
Our program will run till the Eid-Ul-Azha. In the month of Ramadan consumption of spicy powder will increases. Moreover, in this month sales promotion activities go up that are followed by a number of companies of different brands and products. Not only depending on the clutter of sales promotion but also due to the holy month we should do something for our consumers.
Why we use sales promotion program:
Adding and giving more benefits to consumers is a way of delighting them and make them to be loyal to the brand. In terms of competition, sales promotion is a great tool to achieve competitive advantage over its competitions. It suggests that we care for our consumers. Using of sales promotion is really very impartment for consumer products like ‘RADHUNI’. Since there are a number of competitions in the market as a market leader ‘RADHUNI’ must do something better then competitors. One way of doing so can be effectively done by sales promotion. It is evident that merely giving ad in various media at little in market share whereas giving sales promotion with ad traders are to customers increases the market share tremendously. Because while advertising offers a reason to buy, sales 28
promotion offer an incentive can induce a customer substantially to by the products.
COST OF THIS PROGRAM:
In this case we prepare a poster that will cost TK 5. Each
This poster we will use for informing our target consumers. We will paste it in different places near to the market, grocery shop and various public places. In our program we will provide a printed brochure, which will contain a “RECIPE” and a cartoon that will make humor appeal. This will cost The small bowl which will cost This small bowl is use for mixing the powdered spice. TK 1.5 per brochure TK 5.0 per bowl
Since by the time our objectives have been specified we can fix that only consumers should be involved in the sales promotion. That means we are going to follow the pull strategy, attracting or inducing customers to buy our products, since consumers will see an extra incentive, many prospects will switch to the brand. By offering future incentives or adding more benefits with the products we may make a long-term relationship with them. Through consumer promotion we will be able to make them loyal to our brand.
OFFERS of this sales promotion program:
We are giving a Small Bowl and “RECIPE” with our 200gm and 50gm spicy powder pack. Here cooking lovers will be able to make a delicious dish and mix spice in that bowl while cooking their food.
Which pull strategy we adopted:
Since we are giving one Small Bowl and “RECIPE” free with every purchase of 200gm RADHUNI spice powder, suggesting that we are following premium strategy. Other than this a poster about this program will be placed in a convenient place of the shop and other places near to the location of the purchase.
How consumers will be informed about the program:
Consumers will be informed about the program through our TV commercial (already Developed) and posters. Which we have provided with this report.
APPEAL & MESSAGES:
Humorous appeal is being used in the sales promotion using a ‘CHORA’ and cartoon. Which is about the traditional conflict between mother-in-low and daughter-in-law is being focused in the sales promotion. In our cultural context conflict usually arises due to household chores, especially matters related to cooking. So, linking with this concept we are saying we are giving you a “RECIPE” with our spicy powder which will help you to make delicious dishes. Here we also promote our USP through a “Bangla Chora” which is –
Ò ivbœv n‡e my¯^v`y LuvwU! Ó
To stop the reader we have started with a cartoon which is attractive and funny. The visual element of the “RECIPE” and the color combination what we have used is very attractive.
We have not only showed the logo of “RADHUNI” but also showed the packet of RADHUNI to make the audiences clear about our program. At the bottom of the poster ad we have mentioned the company name and in the “RECIPE” we placed brand name and company name.
The poster ad is organized in a way that it will make the audience curious to read and watch the entire ad for the words “FREE” in the headline. It will make the audience to be sloth through the offer.
We have tried to be casual and keep things simple. Everywhere, from headline to the body copy, we have used simple words. We have avoided giving unnecessary information rather we have given very specific information with regard to our program.
The above report describes us that how we can create a potential campaign for the brand RADHUNI we have taken. It also defines us the IMC effort for this brand. We have included in this report that how we can plan an effective ad campaign in three different medium through a same massage with different theme. After the above discussion we can have the idea, how we can send massage through different medium to our potential consumers without making them confuse. So that our target consumers will start using our brand and become loyal to this brand. In these three types of promotional tool we used both threat and humor appeal, so that we can attract people easily to this campaign. And our objective of this campaign might be achieved. The whole IMC campaign is prepared to demonstrate the feature of “RADHUNI”. In the ad we have shown that “RADHUNI” is pure and it is not harmful for our health so anyone can use the spice powder without any tension. The mission of our IMC campaign is to maintain and develop potential consumer into actual consumer. However, it is assumed that our IMC campaign will increase the sale of the brand and will help to create a strong brand image for “RADHUNI”.
A. Marketing Management, P. Kotler & Armstrong, 11th Edition. B. Advertising and Promotion, G E Belch & M A Belch, 6th Edition. C. Creative Strategy in Advertising, A Jerome Jewler, 2nd Edition.
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