Campaign Theme

“Take your meal through drive” drive through restaurant is a new concept of Bangladesh. We
select this slogan so that consumer can easily understand what we want to mean. This service is
to contribute some important things in our society like less parking in road, less traffic jam, enjoy
your maximum time at home. There will be a mobile app for loyal customer which will register
their car number, they can order during start of their journey and we will get location and prepare
their food as soon as possible which will save customers valuable time. Though it’s a new
service in Bangladesh we will take some initiative to make habitat with this service. We will
promote through billboard, magazine, and social networks. We also offer some discount code for
first time user via apps, regular user, and also reference user.

Those who are using first time they can get a discount if can refer their friend, both of them
would get discount their next purchase.

The packaging is another important thing for drive through restaurant. It is to create value in the
customers’ minds. Thus, for drive through restaurant, we will set up a different kind of
packaging so that it will create a favourable impression to the customers’ minds. Packaging will
be portable. So that they can have their meal where they want.

Challenges

Starting a new service is not an easy thing, there will be lots of unknown challenges during
starting time. Though we start a Japanese restaurant target customer is comparatively smaller,
but challenges are unlimited. For research the challenges we prepare a questionnaire for finding
out the specific problems which helps us to minimize our problem. The acceptability of Japanese
food little bit lower to the mass people of Dhaka city. The main targets customers are young
people of Dhaka city, foreigners live in Dhaka city and few health-conscious people. Those who
are health conscious people they believe Japanese food use less spicy and oil which is good for
health. The target customer is low its one kind of challenges another main challenges less people
know about drive through, so we should take some initiative to make customer knowledgeable
regarding drive through services. The service should be super-fast because the slow serve creates
huge traffic jam which will affect whole Dhaka city. These are the initial challenges we findout
to start drive through restaurant.
Target Audience

Car Owners/Drivers

All the car owners will be able to get this facility as this drive through restaurants is for the
people who have private transportation. As we are looking forward to starting our business in
Dhaka at the initial stage so considering the number of cars it would be a good target audience to
pick.

Bike Riders

All the bike riders will be able to get this facility as this drive through restaurants is for the
people who have private transportation. As we are looking forward to starting our business in
Dhaka at the initial stage so considering the number of bikes it would be a good target audience
to pick.

School/College Going Kids

There are children who go to school early in the morning. As the current family lifestyle has
changed in Bangladesh as both father and mother are willing to work outside so it becomes tough
sometime to maintain this thing to make breakfast early in the morning. So, for them it would be
a great way to get into the school and college and pick their food on the way.

University Students

University students are now busy with their study, co-curricular activities and project works.
They also sometime find it difficult to manage time to eat. So for them they can also pick their
meal on their way to university.

Service Holders

People who are working in office also face the same type of trouble. They can also have their
favourite meal on their way to home or office and that would make their life easy.

Businessman
Businessman are really busy with their work life. So drive through would one great experience
for them.

Competitive Analysis:

As there is no one doing this thing in the market so obviously we will get the first mover
advantage.

Restaurants will do their best to improve time maintaining to keep their customers.

They might even minimize their cost. But being the first in the market will definitely keep us
above.
Promotional Tools and Reason to Choose Those Tools

Promotional Tools: The planning of our marketing involves both sales and marketing. Product
decisions, branding, packaging, pricing decisions, distribution channel decisions are all important
here. However, promotional tools will play a vital role here as our business is a Japanese food
restaurant with drive through facilities. A product is not a physical object; it is a bundle of
benefits or values that satisfies the needs of customers. Promotional tools involves decisions not
only the item itself, such as design and quality but also about aspects such as warrants and
service including portraying the brand name and logo. Here, in our promotional campaigns we’ll
try to use the best to get the best results from our customers as well mainly in terms of
satisfaction because this is what will bring them to our stores again and again.

Promotional tools:

Advertising

For our advertising, we would follow the centralized system where the advertising manager
controls the entire promotions operations including budgeting, coordinating creation and
production of ads, planning media schedules, and monitoring and administering the sales
promotions programs for our company’s products and services. The basic functions performed
include the following:

We will conduct intense promotional campaign for a period of 6 months so that consumers can
recall this brand and at the same time, it can attract new consumers. We have used the following
tools in our promotional campaign.

Advertising: For advertising we’ll mainly go for newspaper, magazine, radio, outdoor
marketing. Here we have decided that we’ll not go for any TVC. From our primary research we
get to know that the target customers are not interested in programs or news in TV. On the other
hand, making TVC is very costly and big budget things. Also, our target customer range will be
very specific. Considering these we have decided that it might be a waste if we spend much on
TV.
Newspaper: We’ll post ad on the local and national newspaper first. We’ll try to be efficient in
this part. This will help us to reach the consumers very fast in the very beginning and also
increase our business authenticity if we publish an ad in the national newspapers.

Magazine: Secondly, we’ll go for magazine ad. Magazine ad is a lengthy process. Therefore,
we’re considering this media and our secondary tool. We’ll take time and publish our ad slowly
according to the time. We want to make both our newspaper and magazine add very creative and
interesting therefore it’ll be able to grab the attention of consumers very easily in the beginning
phase of our promotional campaigns.

Radio: Also, we want to go for radio campaigns. As young and university students are in our
target market and they are a big listener of the radio shows therefore we want to target this
segment through radio programs. Our restaurants are in Banani and there are many universities
as well. We’ll run ads in the radio. So we think, if we can use this media effectively then we’ll be
able to successfully target the huge segment of the students.

Brochures, Leaflets, Flyers, Handouts & Billboards: As this is a new service and we want to
reach as much people as we can in the initial stage therefore we’ll print some brochures, food
menu with offers, leaflets, flyers, & handouts. We’ll hire some brand promoter and we’ll
distribute these brochures, food menu with offers, leaflets, flyers, & handouts among the people.
Our brand promoters will work in front of several shopping mall and universities initially. In the
otherhand we are planning to put a few billboards in the 4 different points in Dhaka city –
Gulshan 1 circle, Gulshan 2 Circle, in the top of Bridge no 11 in Banani, Somewhere in
Dhanmondi 27. We hope this will get enough attention of the consumers.

Sales promotion: We will introduce discount offers like “buy three and get one free” in drive
through delivery in order to boost the sales. Besides these, for attracting young people to buy the
service, it will give free complementary gifts which will cost us very low like French fry,
chicken ball, one additional cup of drinks etc with every sell at drive through. Also, we will print
the “food coupons with discount”. We’ll send our brand promoters to several corporate office
sells these coupons with a discount rate. These sales promotions will help us to pin down
“Ichiban” in consumer’s minds.
Public Relations: We’ll sponsor different events and competitions especially business
competitions in different universities. In this way, Ichiban can get a huge exposure of the
students or their parents which is essential for its products. We’ll mainly participate in these
universities because it’ll cost us fewer than the others.

Also, we’ll try to grab the attraction of several media channels as this is the first restaurant in
Dhaka who is providing such drive through facilities. We believe that this will create a huge vibe
among the people in Dhaka city. Also, newspapers and TV channels will definitely be interested
in to cover this news.

Digital marketing: We will also advertise via different social media like Facebook, Instagram
and YouTube. We will be continuously posting in Facebook so that we can remain in the eyes of
our consumers and consumes can easily recall our service. Social media will play a very big role
for us because a large number of our target market are social media user. This is give us the
fastest reach to our customers. Through this we’ll be able to promote our service very easily and
precisely. This will both save our time, effort and costing.
Promotional Events and Improvements in it:

The promotional campaigns of our product are very low. They have not seen any promotions of
this biscuit. And if there was all of them do not remember it. And even the people in our target
market want us to improve the promotions the product so that everyone tends to remember it. So
this is an opportunity for us that we can promote our products in every possible way. This can
also be an advantage for us because there will be no or very less problems with our promotions.
For example: There will be no very little amount of clutter in our advertisements. This is because
we do not see much of biscuit advertisements in our everyday life. While advertising on digital
or any other media we can use the Continuity strategy for our promotions. This is because
biscuits don’t need any specific time of the year to be eaten. It can be eaten anywhere, anytime.
So we will play advertisements for our product all throughout the year.
After our research we can say that promotion of our product will be a successful campaign and
we must start to reach our target group first. The problems are also less and we think that it
should be a great idea to promote this product on a large scale as soon as we can.

Throughout our entire campaign achieving all these strategies may not be too difficult. As our
brand is unfamiliar to some people in our target group, if we can achieve of first objective hen
achieving the others will not be very challenging. If there are no changes in the market place or
any new brands enter the market then we will not need to reassess our campaign.

Media planning and scheduling

Campaign timeline

Month Promotional tools

Month 1 Advertising
Month 2 Advertising
Month 3 Advertising, Sales Promotion, Sponsorship
Month 4 Advertising, Sales Promotion, Radio
Month 5 Advertising, Sales Promotion, Outdoor
Month 6 Advertising, Sales promotion, PR, Digital

Sales and Campaign Communication objectives

We have set our campaign objectives in the manner that it is attainable and achievable. Our
promotional campaign will run for 6 months for our product. Within this time period we are
expecting to reach all the specific goals. The campaign objectives are as the following:
  Change the packaging of the product
 Make this product available in all the parts that we have segmented in the geographic
regions
 Include a Television commercial advertisement because there is not any
 Set up posters, banners and billboards
 Create a brand awareness among our target group
 Improving the image of our brand as it is not well known
 Increase sales
 To make customers create a buzz so that a traffic is created in stores and webpage or
social Media.
 To encourage repeat purchases in our target market as holding existing customers is
easier than gaining new ones

Major characteristics of our objective setting:

While setting our objective we mainly follow the SMART goal setting theory. Our objectives are
specific and well defined, measurable, achievable, realistic, very relevant and timed for success.

Being specific and well-defined is the foundation for any goal because if you don't know where
the end zone is, you don't know how to score. For us, a specific and well-defined goal is focused
on a task that moves the company forward. Measurable in nature refers to the fact that our goal
has a ruler or scoreboard attached to it. If the goal is to sell more widgets, and you sell one more
than last time, that isn't a goal that defines what is needed.

Also our target is completely attainable or achievable. In the first few month we want that the
people in top corporates and the top three places of Dhaka – Gulshan, Banani and Dhnamondy,
the people of these three places will know our restaurant name and service. This is our main
target and we believe that it’s achievable. We know arbitrary goals don't help anyone. Whether
we are setting personal goals, company goals or employee goals, we make sure they are relevant
to the job description and the company mission and vision.
Positioning
We want to position ourselves as the “Fastest Delivery in Bangladesh”. Our new slogan will be
“We Value Your Time” which means that our restaurant won’t consume your time unusually.
Come, order and take your food without any waiting. Our positioning statement is “we provide
your food within the least time in Bangladesh compared to any other restaurant. Our service will
save your time and make you more effective even in the very rush hour in Dhaka”.

Justification: In Dhaka city we face the jam most during the rush hours especially during the
office times. This is our very big challenge to overcome it. In this very specific time it’s more
hazardous for us to wait in any restaurant and wait for the food. Sometimes it takes time to
deliver the food and the traffic gets increased in the road and make our life more miserable.
Therefore our main proposition is “Fastest Delivery” & “Save your time”. Sometime a fast
delivery can get you avoid the huge traffic jam and save your time. In this rush city it’s really
blessing to get the things done quickly and back to workplace or home. The benefit of a drive
through restaurant is you won’t have to wait anymore to get your desired food. People want to
avoid waiting to save their time and in Dhaka city especially people want to avoid the jam in the
road. Our slogan is “we value your time”. By stating this we want to convey our message our
customer that we value them and their time therefore only for them we are bringing this service
for the first time in Bangladesh. We believe that this will be successfully attract the mind of the
potential consumers and lead them to take our service from us.

Creative Brief

With the view of progress and innovation, we are launching for the first time, a drive through
restaurant with the motto “Take your meal through drive”. The marketing problem is the
clutter of restaurants in Dhaka which challenges increasing and retaining market share
consistently. Thus, to serve the best food with the greatest convenience, we would be reaching
out to our customers to educate them of our highest food quality, unique menu and the
convenience of getting drive through facility.

Our objective is to cut through the clutter and position in the minds of customers the convenience
of drive through service in a city of high traffic jam and time constraint in all spheres of life. By
also demonstrating our unique menu and food quality we would be able to capture our target
customers creating brand loyalty.

We would demonstrate the problems of wait time, parking and inconvenience caused when there
is time constraint.

We would be reaching out to school and university students along with drivers, businessmen and
service holders. Thus, our target audience would include from age 15-65+

Moreover, our USP are: Unique menu, Quality food, great customer service and drive through
facility

Through our appeals and different channels, we would try to create the image of quality along
with emotional ties with our customers. We hope to succeed as Dhaka has too many restaurants
everywhere. However, a clear communication to customers outlining benefits would help to
create customer turnover and loyalty.

Source, Message and channel factors:

When considering Source, Message and channel factors, we have to concentrate on relevance to
the target market. This would create the needed resonance with our customers attracting them to
our restaurants and would go a long way in creating brand loyalty.

For our restaurant, we shall be using direct source and our spokesperson would be corporate
leaders.
The reason for this choice is our familiarity with target audience. When the spokesperson
explains the problems of waiting in line for food while he is getting late for office, it can be
instantly resonated with by our target audience who are mainly businessmen and service holders.
In addition, he would have enough similarity with our customers. As it would be coming from a
corporate leader, his credibility would be high, in addition to attractiveness.

For message factor, we would be using a rational appeal to convince customers of benefits of our
drive through service. Our message would include the following items:

 Problems of traditional restaurants and ordering through food delivery services. E.g. wait
time, time constraint, late arrival of food, other factors like parking etc.
 The advantage of drive in service e.g. less time, easy access, no need to wait for parking
etc.
 How our service can make their lives easier. E.g. go office faster and increase timeliness,
no need to consider food delivery delay along with traffic jam when we need to get food
etc.

For the channels, we would use the things we mentioned before.

Media:
In this era of technology, people don’t spend their time watching television and have less interest
on printed advertisement. Though drive through restaurant is new for the people of Bangladesh,
the traditional media of advertisement will not work for them. So, to mitigate the cost and risk
but to enhance the publicity of our service we have to choose the media wisely. As our service is
mobile application based and our target customers are mostly the fast moving persons through
vehicle who have less time to wait for their food and interested to have their meal on go.

So, to promote our service we will use support media, digital and social media.

Support media:

As we know, support media means to reach those people in the target audience that primary
media like tv, print etc. may not have effectively reached. As our target audiences are mostly
found in outdoor, the traditional support media will work better.

Traditional support media:

Out of home (OOH) advertising will be effective for our drive through restaurant. We can use
billboard, LED screen, street furniture, transit, transit sign ad and place based media for our
advertisement.
For mobile billboards we can use truck, vans, trailers.

For in store media we can use in store ads, shopping cart signage and store leaflets.

These creative media will cover a wide local coverage. The local customers will get a brief idea
about our restaurant and also about our menu. It will increase our efficiency. The high frequency
will enlarge the number of customers. The sales effectiveness will rise higher. Though we will
face high cost, waste of coverage and it has less message ability but this media is better than
others.
Digital media (Internet marketing):

Internet marketing, also known as web marketing, online marketing, web-advertising, or e-

marketing, is referred to as the marketing (generally promotion) of products or services over the
Internet. Internet marketing is considered to be broad in scope because it not only refers to
marketing on the Internet, but also includes marketing done via e-mail and wireless media.

As our service is application based and the people now a days spend their times in the smart
device and their activities rely on online function, internet marketing would be the most effective
media for the advertisement of our product and services.. There are seven types of internet
marketing.

1. Display Advertising: We can use the web banners or banner ads placed on a third-party
website or blog to drive traffic to a company's own website and increase product awareness.
2. Search Engine Marketing (SEM): A form of marketing that seeks to promote websites by
increasing their visibility in search engine result pages. We will use it.
3. Social Media Marketing (SMM): The process of gaining traffic or attention through social
media websites such as Facebook, Twitter, LinkedIn, Blogs, etc.
4. Email Marketing: Involves directly marketing a commercial message to a group of people
using electronic mail. We can use it to get closer to the customers.
5.Video/Viral Marketing: This type of marketing specializes in creating videos that engage the
viewer into a buying state by presenting information in video form and guiding them to a product
or service. Online video is increasingly becoming more popular among internet users and
companies are seeing it as a viable method of attracting customers.
6. Affiliate Marketing: A marketing practice in which a business rewards one or more affiliates
for each visitor or customer brought about by the affiliate's own marketing efforts. We can use
this technique when we have a large chain across Dhaka city.
7. Referral Marketing: A method of promoting products or services to new customers through
referrals, usually word of mouth. When we deliver the order to a customer, our sales executive
will get in touch to the close people of that customer through him.
Budget

Budget means, the amount of money needed or available for a purpose. In case of using the right
media for our advertisement we need to know about the cost of those media. Otherwise we will
face financial difficulties. Our investment, expected turnover is also a matter of fact. So the
medias we have decided to use for advertisement have its own rate on its own field. It could be
vary from place to place and time to time. But the standard rate our country follows have given
bellow.

Billboard: The costing of the billboard differs from place to place. But the standard rate in
Dhaka city is - Per square feet 1400 BDT.

Transit & transit sign: The transit is not that popular in Bangladesh. But now a days transit
& transit sign advertisement is taking place for the advertisements. The cost for transit n
Bangladesh is – 3000 BDT per square meter. And transit sign is- 100BDT per square feet.

LCD Screen:

Web banner advertising:

Average Cost Per Click –  0.02 -0.05 $

Average Cost-Per-View – 0.05 – 1.00 $

The lowest budget is USD 10.00 for 1 day.

Service charge 1000 BDT For Per Campaign & We Count 1$ = 100 BDT

Search engine marketing:

SEO silver package – BDT 6000 one time (Duration 60 working Days)

SEO gold package – BDT 8000 one time (Minimum of 4 months)

SEO platinum package – BDT 10000 one time (Duration 6 months)

Social Media Marketing:

SMM silver package – BDT 6000 one time (Duration 30 working Days)

SMM gold package – BDT 10000 one time (Minimum of 3 months)

SMM platinum package – BDT 15000 one time (Minimum of 6 months)

Email marketing:

Email per month Rate

50,000 3,500 BDT /Month

100,000 6,000 BDT /Month

200,000 10,000 BDT /Month

300,000 15,000 BDT /Month