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STPD, Branding and IMC strategies for a premium priced sweets brand startup providing specialty Bengali sweets.
PGPM 10 Sec-B Globsyn Business School – GC
Contents Topic STPD Strategy Branding Strategy IMC Strategy Teaser Ads Introduction Ads Public Relations Event Digital Marketing Conclusion Page Number 3 5 7 7 7 9 10 10 13 .
married. In our expansion plan. . female and others Marital or cohabitaional status: single.STPD Strategy Segmentation: Geographic: • • • • • • • • • • • • • Land or region: Greater Kokata Rural or metropolitan area: metropolitan Age and life-cycle stage: 15 – 75 years Gender and sexual orientation: male. five years from now. traditional and sociable. higher managerial administrative or professional and middle to senior management. 10 years from now. business owners. security and status seeking and hedonistic preference Intensity of product use: regular users. And. finally we intend to introduce specialty cuisines from across the globe in India and take our brand global. achieving full market coverage. Our next expansion plan would be to spread our specialty food products across the country.8lacs per annum for a family of 4 Occupation: entrepreneurs. up and coming professionals Education: any Religion: any Nationality: any Ethnical group: any Social status: upper class. divorced and others Family income: greater than 4. first time users and potential users User behaviours: heavy and medium Benefit: quality and service Buyer-readiness stage: any Attitude: enthusiastic and positive Demographic: Psychographic: Behavioural: • • • • • Targeting: Single Segment Concentration Bong Konnection will be going for a single segment concentration where in we will only produce specialty Bengali sweets for the Kolkata market. we intend to serve specialty Bengali cuisine for the Kolkata market in the next one year and then other specialties from across the country in the same market within the next year. upper middle class and middle class Lifestyle-type: upwardly mobile.
made by the people who have expertise in the art. Service Differentiation: The products can be ordered online and pay with cash-on-delivery. Each of the health conscious specialty sweets will have the same taste as they are known to be in their region of origin. Image Differentiation: The Bong Konnection outlet would be known for their bangilana image with an urban touch. once delivered to the consumer’s door step. Personnel Differentiation: The Bong Konnection staff would be known for their Courteousness and the chefs for their Competence.Positioning: The positioning of Bong Konnection is to provide health conscious specialty sweets from across Bengal. which is well reflected in the logo. . Differentiation: Product Differentiation: The differentiation of Bong Konnection is its product quality. at the door step of the consumer.
cosmopolitan Bengali to his root by making it easier for him to have a taste of the flavours of Bengal from the comfort of his urban abode. Jingle: Play . we want to keep a touch of Bengali with a modern twist in the logo. Tagline: Your sweet tooth.. our specialty. Colour: We are using this as our corporate colour as it has a connection with the Bengali culture. Brand Name Decision: Bong Konnection connects the global. Moreover. the word “Bong” to us doesn’t only mean the Bengalis of Bengal but those of other ethnics as well who have made Bengal their home. Logo: As with the name. cosmopolitan Bengali.Branding Strategy Name: Bong Konnection Etymology: The word “Bong” has been used in the name Bong Konnection since the word “Bong” has been used to describe the coming of age of the global. the state of being connected and that is what we have used. The word “Konnection” is a play on the word “Connection” replacing the “C” with a “K” to give it the K-olkata feel.. The word “Connection” means.
Mascot: Bangali Babu representing Chef Pâtissier-Confiseur of Bong Konnection .
3. 2012) Mission: Inform people about the upcoming entity. 2.000 Radio: The Bong Konnection Jingle would be played with a voiceover speaking.200 Message: Bong Konnection coming soon Media: OOH: Graffiti of the Bong Konnection logo with the url.000 Introduction Ads (During: April 14 to June 13.1. Rashbehari. Shealdah. Each of the health conscious specialty sweets will have the . 2012) Mission: Introduction of Bong Konnection and inform about the brands positioning and differentiation factors and sales promotions. made by the people who have expertise in the art. The whole thing would be played for 10secs on Red FM. Cost: Rs. VIP Road. at the door step of the consumer.com”. Cost: Rs. Avenue. url and “coming soon” message. on Park Street.200 Newspaper Insertion: An A4 size flier would be inserted in newspapers at major locations. Esplanade.BongKonnection. New Alipore. “Bong ‘K’onnection coming soon.00. The 10sec-jingle would be played 4 times an hour for a week during 8am to 12noon and 6pm to 10pm. charged at Rs. Tollugunj.97. on April 7 & 8.’ Cost: Rs. Shyambazar.IMC Strategy Choice of IMC tools: 1.360 Message: A new specialty sweet shop has come to Kolkata which provides health conscious specialty sweets from across Bengal. 5. C. Money: Rs.300 per play. “www. Salt Lake. with the Bong Konnection logo. 4.30.67.com”. Advertising Sales Promotion Public Relation Event Digital Marketing Teaser Ads (During: April 7 to 13.R. www. Bong Konnection Money: Rs. Sector V.94. 1.Bong’K’onnectio. Gol Park. Dum Dum and other major locations.30.
same taste as they are known to be in their region of origin.000/month will be plying across the city.60. The products can be ordered online and paid for with cash-on-delivery. Media: OOH: A mobile van with a 7'5"X4'9" hoarding costing Rs. Consumers can come to a Bong Konnection outlet to have an authentic bangilana experience with an urban touch. The Bong Konnection staff would be identified for their Courteousness and the chefs for their Competence. once delivered to the consumer’s door step. Hoardings would be put up at the following locations with the respective details: Location CENTRAL PARK KARUNAMOYEE CITY CENTRE ARANYA BHAWAN New Alipore VIP RD BALLYGUNJ PHARI CAMAC ST ALIPORE Park Circus TOLLYGUNJ METRO RASHBEHARI CHINGRIGHATA LEATHER TECHNOLOGY GARIA IBM / MILLENIUM CITY SUKANTA NAGAR Size 20 X 10 20 X 10 20 X 10 20 X 10 20 X 10 20 X 10 20 X 10 20 X 10 20 X 10 20 X 10 20 X 10 30 X 20 30 X 15 20 X 10 20 X 10 20 X 10 20 X 10 Media UNIPOLE HOARDING HOARDING HOARDING HOARDING HOARDING HOARDING HOARDING HOARDING HOARDING HOARDING HOARDING HOARDING HOARDING HOARDING UNIPOLE UNIPOLE Status F/L F/L F/L N/L B/L B/L B/L B/L B/L B/L B/L F/L F/L F/L F/L F/L F/L Rate/month 45000 30000 30000 20000 40000 35000 60000 60000 65000 65000 60000 45000 45000 25000 25000 60000 60000 .
560 Radio: The Bong Konnection Jingle would be played with a voiceover speaking.1cm.com.800 Public Relations Through CSR: Bong Konnection’s business model in itself is a CSR as it provides employment to the sweet makers living in the interiors of Bengal. Such smaller events will not incur any cost to the company. will give Bong Konnection a positive image amongst the consumer.2. (20x12.280 Cost: Rs.16. www.1cm. yet it will take the brand closer to the .4. Visit the outlet or order online and pay with cash-on-delivery.sq. We had previously sponsored an event of GBS Yi-Net in which they had screened a movie for the inmates of Shanti Daan a home of Missionaries of Chairty.8.sq) costing Rs. which is a group for the sweet lovers of the city. Metro (The Telegraph) Front Page ad of size 242 cm.03.700 per play. The company will also carry out CSR activities with different NGOs.’ Cost: Rs. The premium sweets brand will organize small events through this group which would be managed by its members.60. Through Experiential Events: Bong Konnection is also administering a group.Cost: Rs. sponsoring the sweets needed by them. The 20sec-jingle would be played 4 times an hour for a week during 8am to 12noon and 6pm to 10pm. Sweet Tooth de Kolkata. “Bong ‘K’onnection – the house of health conscious specialty Bengali sweets -.35. Through Cookery Shows: Bong Konnection’s chief chef would be participating in various cookery shows that are shown on the various regional GEC and News Channels.” The whole thing would be played for 20secs on Red FM.sq. (20x12. People can bring a cut-out of the ad to avail the discount.000 Newspaper: Ads would be given on the following newspaper along with a sales promotion discount coupon on April 14 and April 21.500 Calcutta Times (Times of India) Front Page ad of size 242cm.12.000.now open on VIP Road. Participating in such shows will not cost any amount but. These events get media coverage giving the brand a positive image before its consumers.Bong’K’onnection.56.77.sq) costing Rs. charged at Rs. The initial budget for CSR till June 13 is Rs.1.
BongKonnection.00. where the fans can go to relax and enjoy some fresh sweets. a company must spend Rs. There will also be contests. • • • • • • Date: June 16 and 17. 2012 Venue Partner: City Centre I Media Partner: Star Ananda and ABP OOH Partner: Enkon Radio Partner: Red FM Stalls Partner: Century Ply Cost: 2. finding out how sweets are made at the company.people. which the visitors can taste for free and also purchase.000 Digital Marketing SEO: Search Engine Optimization and Social SEO done for the following keywords so that the website www.00. If the advertising is not carried out.000 in advertising.com and the social profiles of Bong Konnection appear on the top of search engines: • • • • • • • • Bong Konnection Bong Connection Sweet Shops Kolkata Sweets Kolkata Kolkata Mishti Buy Sweets Online Online Sweet Shop Mishti Shops Kolkata Cost: No expenditure Facebook Advertising: To carry out campaigns and contests through a brand page on Facebook. Event: Kolkata Mishti Festival by Bong Konnection Bong Konnection will be organizing the first-ever Kolkata Mishti Festival for its consumers. competitions and sweepstakes. The following have to kept note of to do an effective Facebook Advertising campaign: • • • Ads targeting friends of fans double the ad performance The CTA of the ad should keep users in Facebook for best results Targeting based on “Likes & Interests” along with demographic and geographic information . The Festival will bring together the various sweets from across Bengal.5. the brand page will be blocked with increasing activity. Such events could include meet-ups at the Bong Konnection outlet by its fans where they can interact with the chef or it can also be a trip to one of the regions which has a shop floor of Bong Konnection. Sweet Tooth de Kolkata will do many more such events. and in the process.
a game about a sweet shop is launched by Bong Konnection to portray the swift service that we promise 9.com/KolkataMishtiFestival) was launched which became an immediate hit.000 Facebook Brand Page Activity: Facebook pages allow brands to communicate directly with the consumer. Giving sweets worth Rs.facebook. the information should be in the copy Cost: Rs. Following are the campaigns that we have successfully completed: 1. Sweet Tooth de Kolkata group (http://on. and especially close ups of faces and eyes tend to get a higher click through rate Ads with an image that’s relevant to the brand tend to be most successful It’s best to upload horizontal images to ensure maximizing the space available. 100 to the 100th person who likes the Page -. Sweet Tooth de Kolkata Kahaani contest is launched which is won by Soumyadip Das who got two tickets to the movie Kahaani . which is 110×80 pixels Include branding in the ad image to increase retention through impressions Colors in the image that contrast with Facebook’s shades of blue command more attention and stand out from the rest of the website The title of the ad should ask questions The CTA should give a compelling reason to click If targeting is based on certain “Likes & Interests” or demographic information. gets a Facebook profile and starts posting recipes of sweets which the members of Sweeth Tooth de Kolkata want.00.2500 -Nawed Ahmed Sarkar won the tagline contest with no winner from the jingle section as none of the entries were up to the mark.me/STK-group) was started which also saw a huge response in the on the Facebook platform. Bong Konnection partners with Nature CoCo to launch its first game which gets an overwhelming response on Facebook 8. Bangali Babu. 3.fb. The Kolkata Mishti Festival Facebook page (https://www. 6. 5. When the fans were asked if they want a Kolkata Mishti Festival.me/BongKonnection) to carry out various activities for its consumers and interacting with them. Bong Konnection gets its 200th fan in Arpana Bagchi who wins sweets worth Rs. 7. Bong Konnection has been using its Facebook page (http://fb. 99 people said “yes” while 7 said “no”.• Using specific location targets with Facebook advertising Facebook ads have to be optimised for efficient performance and it can be done using the following methods: • • • • • • • • Ads with people. 4.5. 2.Mr. Bong Konnection Brand Ambassador contest is launched which is won by Shankha Pal 11. Bong Konnection tagline and jingle contest for discount coupon worth Rs. Mithai Ghar. The mascot of Bong Konnection.200 10. Ramakant Mahawar won this contest.
More such activities and contest will be carried out by Bong Konnection on its page to keep its online fans happy. Cost: No expenditure Daily Deal Sites: Daily deal sites like Crazeal. SnapDeal.12. In return the our brand will get promoted on their website and social profiles through the deal which will give us a reach of over a 100. Cost: No expenditure . Bong Konnection has launched another game – Mithai Ghar – where a consumer takes the role of a Bong Konnection staff. The two games highlight the personnel differentiation factor of the premium sweets brand. Presently running contest: Bong Konnection Go Green contest for which consumers have to send in the designs that will be printed on the recyclable bags that Bong Konnection will use. where they can enjoy cooking some cool recipes. MyDala and Koovs have started approaching Bong Konnection requesting us to provide deals on our products. in association with Nature CoCo launched a game for its consumers. The winner will get sweets worth Rs.000 consumers.500. Cost: No expenditure Games: Bong Konnection. The challenge of the game is to serve the buyer at the same speed at which Bong Konnection promises to serve its consumers.
. the IMC strategy too. These consumers might be regular buyer of sweets but need to get accustomed to our business model.Conclusion The IMC strategies mentioned above are all necessary as Bong Konnection is trying to sell traditional products in a new way. The traditional communication will help encourage the consumers who do not purchase online to do so at ease while assuring them of our existence trough our outlet from where they can also purchase our products. So. discounts and contests we want to latch on to their attention as well. has a mix of traditional marketing communication and new age channels. The digital marketing plan will help entice the online tech-savvy consumer to purchase our products which they might not always do. By giving them incentives through deals.