UNIVERSITY OF BARISAL

ASSIGNMENT
COURSE TITLE : ADVERTISING AND PUBLIC RELATIONS.

COURSE CODE : MKT-424

TOPIC : PROMOTIONAL PLAN ON MR. FAST.

SUBMITTED TO : Md. Mehedi Hassan

Assistant professor

Department of Marketing

University of Barisal

SUBMITTED BY : “ MORNING STARS”

Sl. No. Name Id. No. Remarks

01. Miraz Hossain 16 MKT-019
02. Sajib Biswas 16 MKT-020
03. Samrat Dhali 16 MKT-026
04. Md. Nazrul Islam 16 MKT-028
05. Anup Biswas 16MKT-033
06. Farjana Yeasmin 16 MKT-039
07. Firoj Ahmed 16 MKT-051
08. Mohammad Abdullah Al Rakib 16 MKT-056

DATE OF SUBMISSION : 19-01-2020

Table of Contents
Introduction......................................................................................................................................3
Vision and Mission..........................................................................................................................3
Product.............................................................................................................................................3
Target customer...............................................................................................................................3
Factor influence purchase decision..................................................................................................4
Communication Objective...............................................................................................................5
Media Portfolio................................................................................................................................5
Print Media...................................................................................................................................5
Newspaper................................................................................................................................5
Broadcast Media..........................................................................................................................7
Television.................................................................................................................................7
Radio........................................................................................................................................8
Out-of-Home Media.....................................................................................................................8
Billboards.................................................................................................................................8
Others...........................................................................................................................................9
Types of Ads and Ad Appeals used...............................................................................................10
Agency use.....................................................................................................................................10
Promotional Budget.......................................................................................................................11
Monitoring and controlling............................................................................................................11
Conclusion.....................................................................................................................................12
 Promotional plan on MR. FAST

Introduction
MR Fast Ball pen Industries is the largest ball pen manufacturer in Bangladesh. We are proud to
say that we are the largest Disposable Pen maker in ASIA having a capacity of making 1.9
million Disposable pens per month. Apart from disposable pens, we make refillable ball pen with
various ball diameters and ink colors to meet our customers' requirements. MR Fast has created
an uncontested marketplace in Bangladesh through value innovation. Innovative product
development has enabled us to serve some MNCs as well as some reputed local and international
buyers. We are already exporting our pens to Middle East, Africa and some parts of Asia and
Europe. We use high quality raw materials imported from Germany, Belgium, Korea, China and
India. Highly precise imported from Korea, ensures dimensional accuracy and flawless finishing
of every part of our pens. In-house packaging material development facility has enabled us to
offer OEM manufacturing within the shortest lead time.

Vision and Mission

MR First aim is to establish itself as a global brand through constant innovation, technological
upgradation and setting new trend in the writing instrument market. Our mission is to become
one of the largest manufacturer and leading brand in domestic and global market. We dream to
see our pen use by each individual in the world.

Product
Our product is ball pen MR Fast, having established itself to a meaningful height in terms of
business value and contribution to consumer life throughout the years has achieved the status of
Super brand in Bangladesh. We are grateful to millions of our consumers for their love and
passion for the brand.
Target customer
In Bangladesh we have many potential customers who use ball pen daily or frequently in their
routine life. Our company target customers are:

Students: Students are the main target customer in our company. We focus on students much
then others. Because huge population of students use pen in their academic purpose. We make in
our pen such a way which is very fast hand writing and seeing pen outlook gorgeous then others.
Our product price also low comparing our product quality so students easily buy our product.

Business persons: In our country businesses persons are increasing day by day. In their job life
they use pen in various business perspectives. So our product potential customer is also business
person.

Teacher: Teachers are also target customer in our product. They regular use pen in their routine
life in many perspectives.

Officers: officers daily use pen in their daily life of official purpose. So they are also our
potential customer.

Political person: They are also our target customer because they daily use pen in their many
task.

In these circumstances we always provide good quality pen with reasonable price so that they
can easily buy.

Factor influence purchase decision

Price: The price of our pen is 5 BDT only. It is reasonable to all kinds of our target customer.

Color: color is the most influencing factor in purchase decision. Beautiful color attract child,
students and others who use pen.

Quality: The promised changes are to be made to make MR FAST better quality, which will be
strictly maintained.

Writing ability: MR FAST write fast and smoothly without break until its ink is end. It able to
write 1.5 km.

Flexibility: We are focusing on two things to meet our customers unique needs, first and
foremost, the rubber grip, which is not commonly available in the local brands in the given
selling price, secondly, a place to write the name on the pen.
Friend Circle: Usually teenage group is highly influenced by friends. They try to have the same
thing as friends do. And in maximum friend groups, most of the young individuals have use MR.
FAST which enforces another friend to use this pen.

Communication Objective
Communication objective refers to what various aspect of IMC program want to accomplice. It
represent particular communication task require to deliver an appropriate message to the target
audience. It includes letting to customer know about the product and the promotional activities,
creating favorable position in the prospective customer’s mind and a positive brand image.
Communication objective of MR. FAST ball pen are:

 Gaining 4.5 million customer within December 2021

 To promote the brand’s awareness by 100% within December 2021
 Reach 60% of the target customers within December 2020 at a 10% lower cost
 Imparting knowledge
 Projecting an image
 Shaping attitudes
 Stimulating a want or desire

Media Portfolio
MR.FAST uses a wide variety of media to communicate their message with the customers.
Different local newspaper, TV channel, radio, billboards, etc. fall under the media mix of
MR.FAST. Different media mixes used by MR.FAST are –

Print Media

Newspaper

MR.FAST prefers newspaper as one of the most important media vehicle and allocates around
50% of their promotional budget to it. It is a very common and effective promotional tool for
MR.FAST to communicate with their target market. Their ads are published in the leading
national dailies.
Selecting the Newspaper:

The Daily Prothom Alo and the Daily Star are most preferred by MR.FAST for press
advertisements as they are the leading national dailies in terms of subscribers.

Selecting the Page:

All the new advertisements are 1st given in the 1st page in quarter page size. Then in half or
quarter page size in the 3rd page or the last page of the newspaper. Then after a few days the ads
are shrieked to less than quarter page but the ads remain in the 3rd page. Then again after a few
days, the ads are replaced to 5th or gradually to any other page.

Advantages:

 Published in a large number of copies. So maximum coverage can be achieved.

 Unlike Broadcast media, it can be seen at the reader’s own convenience.
 Requires less time to prepare the ads and cost of preparation is considerably lower than
broadcast media.

Disadvantages

 Scope of visual presentation is limited in the newspaper ads.

 No auditory effect.
Broadcast Media

Television

Television is also preferred as one of the important media vehicles. It plays an important role to
provide information, and to promote the new ads and offerings. MR.FAST allocates roughly
30% of their promotional budget for TV ads.

Selecting Channels

MR.FAST broadcasts their ads through all the local TV channels available. All the private TV
channels are used to broad cast the ads. The private TV channels that show the ads of MR.FAST
are mostly NTV, Channel i, RTV, Boishkhi, Bangla vision, Channel 1.

Determining Frequency:

The frequency of broadcasting the ads is mainly based on type of promotion, age of the
promotion and type of program. MR.FAST often places their ads according to programs that are
most popular in TV channels and are youth oriented. Ads are shown in the beginning and or at
the end of the show, usually of 1.5 minute. It shows 1.5 minute ads when the ad or promotion is
new and 30 seconds ads when the promotion gets a bit aged. Which TV channels are to be
selected to out advertisements is based on TRP.

Advantages:

 There is more scope to be creative in television than in any other media as it supports the
creativity with audio and visual impact. This makes the ad more meaningful as motion,
tone, image everything is demonstrated.
 Another way of making target customer watch the ad is by giving caption underneath
while program is running especially in sports time.
 Everyone at some point of time watch television so wide coverage is assured so the
spending on television is definitely effective and the cost per viewer is very low.
 Television provides a faster way of communication of the message of the promotion.

Disadvantages:

 It is very expensive to place an advertisement on TV as the cost of buying air space and
time is involved and the making of ad with proper theme is also very expensive.
 The most undesirable problem that television ads face is the zapping problem. That is as
soon as the ad starts, channels are changed.
  Now air time is given more to commercials other than to programs, which is known as
clutter problem. For this reason TV is losing its appeal.

Radio

Another broadcast media that MR.FAST uses is the radio. It is a new media vehicle for them but
it is becoming effective as there are some new and popular FM channels which are grabbing
listener’s attention. They allocate 5% of their budget to it. It transmits ads in the private radio
channels like Radio Today, Radio Foorti, etc. Method of determining frequency of the ads on
both TV and Radio is similar.

Advantages

 Important medium for communicating with the target market.

 The number of radio listeners is increasing rapidly every year due to the emergence of
FM channels.
 It is much less costlier than television
 In many cases it has been seen that radio can reach the remotest of regions where
television cannot reach. This is because in many parts of our country it has been seen that
TVs are not available and so radios are the only means of spreading the message.
 Because of the lower cost manufacturers can afford to run their advertisements more
frequently on radio compared to TV.

Disadvantages

 Products cannot be demonstrated or shown as a message can only be spread using audio
techniques. So no visual effects.
 Lesser scope for showing creativity than TV.

Out-of-Home Media

Billboards

Billboards of MR.FAST have become quite a common sight in most parts of Dhaka. It is a very
important media vehicle for MR.FAST as they allocate roughly 10% of their budget to it. In big
cities MR.FAST gives large billboards at different points. Billboard placing is decided based on
the strategic location of the billboard, certain factors are taken into consideration, like:

 Location
 Target audience
Selecting the Points

Inside big cities, MR.FAST puts large billboards at the turning point of the roads and beside the
roads from where they can be seen easily by a large number of viewers. MR.FAST also puts
billboards in the major points of highways where travelers stop or slows down speed.

Advantages:

 Billboards are very good for drawing the attention of people. Because people who pass
through the street usually can’t be busy doing anything else other than to sitting in the
vehicles, especially while in jam; billboard is a good way to draw their attention at that
time.
 It helps them to remind the customer all the time that MR.FAST is always there for the
customers. It also helps to create brand awareness which is a very important thing to
increase the sale and to create favorable brand positioning.
 Geographical selectivity is also possible by placing the billboards in locations preferred
by the company.

Disadvantages:

 People usually do not get time to read all the information given on the billboards.
 Billboards are exposed to all the people who are passing through the road, it results high
waste coverage for who are not the target customers of MR.FAST.

Others
MR.FAST sometimes gives posters, flayers, paper caps, papers fans during festivals like; Pohela
boishakh, Valentine’s Day, Pohela falgun etc. They have also branded some buses that roam
around Dhaka city.
Advantages:

 Provides an easy but effective way of creating brand awareness.

 Provides effectiveness in terms of cost, time, and placement.
 Can be given anywhere to inform people about the product or an event organized by
MR.FAST.
 Effective way of direct communication with customers.

Disadvantages:

 Limited scope of auditory effect.

 Customers may pass away without even looking at the items.

Types of Ads and Ad Appeals used

In our Mr. Fast ball pen ads, we use humorous appeals which are transformational in nature. By
using the pen in the examination hall ‘Friends, writing, music...all are here’, MR. FAST tries to
associate a unique set of characteristics to their product. As MR.FAST has the distinct
competitive advantage over all other pen this appeal is the best one that suits their approach. As
MR.FAST target market is the students, funny ads and music based ads can have their best
implication. Also, a central character or personality symbol can deliver a message of doing
things properly to the target audience in the context of real life situation.

Agency use
We use in house agency to reduce costs and maintain greater control over agency activities. In
house agency - an advertising agency that is set up, owned, and operated by the advertiser. A
major reason for using an in- house agency is to reduce advertising and promotional costs.

Our in- house department also provide related work such as production of collateral materials,
digital media, package design, and public relations at a lower cost than outside agency. Saving
money is not the only reason to use in- house agencies. Time savings, bad experience with
outside agencies, and the increased knowledge and understanding of the market that come from
working on advertising and promotion for the product.

We believe that it can do a better job than an outside agency could.

Promotional Budget
MR.FAST basically uses a top-down approach where our budget is usually set in top
management and then passed to the managers. To some extent MR.FAST determines their
marketing budget by looking at the movements of their competitors. We also think that
marketing budget is like an investment as their customers get attracted through our marketing
activities.

Figure: Budget allocation for different media

Budget for one year

Paid to Ad Agency

TV Commercials (30000*30=900,000*12) 108,00,000

Newspaper(Prothom 5000*4(week)*12 2,40,000

Alo)

Magazine 1,00,000

Radio live 1,20,000

Billboard 3,00,000
1,15,60,000
Monitoring and controlling
We should measure and analyze the results of our advertising. This will help we assess whether
we are receiving a return on investment, and achieving our advertising goals. Knowing what
types of advertising work best will allow we to improve our approach for future advertising
campaigns. To understand the results of our advertising, we must first monitor our business
before a campaign begins. If we know roughly how many customers visit our store each day, we
can compare the numbers once our advertising begins. If we see a significant increase in
customer enquiries, it is likely our sales will increase as well. Monitoring how many enquiries
we receive by email, website or phone can also tell we how our customers prefer to contact we.
As an example, we may discover that customers prefer to visit our website first and print out an
advertisement with a discount coupon, before coming into our store. This is invaluable
information to use in our next advertising campaign, as we can make sure we heavily promote
our specials on our website.

Remember, advertising may take time to generate results. If we advertise in a magazine it may be
kept around the house for a couple of months before a customer visits our store to act on the
advertisement.

Conclusion
If MR.FAST can improve its overall IMC campaign and give emphasize on students who are
doing productive work it can confidently hope to achieve its long term mission. Having gained
an in-depth look into the promotional activities of MR.FAST, we can conclude that they have
been quite successful with the brand and repositioning of the brand.

However, still there is a quite huge untouched market for mobile phone service providers that
can be a big chance for MR.FAST to prove their credibility. To be more dominant and successful
in this industry, MR.FAST must have a good amount of money for their Marketing and
Promotion budget which will take them way ahead from where they are now. We think that
emphasizing more on marketing activities along with promotion as a means to their success will
definitely bring good results for MR.FAST in the near future.