Executive summary

This report explains the media plan for launching a brand-new chocolate named
CHOCOYAMMY (more than chocolate). This product has been made by ABC.com and is
approved by the Ministry of Health. It will be introduced in the market with the help of various
promotional displays and advertising and distribution of the samples to the general public. This
report explains about the process of launching this product and its launching media plan. The
study includes both primary and secondary research. The primary study focuses on survey of the
competitors and the likings and disliking of people. Through this strategy company can
penetrate in the market and can attract a bulk number of customers. For this purpose, we have
conducted SWOT analysis of the company to see the company's strengths, weaknesses,
opportunities and threats. Then we have explained the purposes, benefits, and objectives of the
product. Then we have made the marketing mix strategy of my product. We have divided the
market into different segments and decided to target kids, youngsters, mature and old age
persons. We have also paid special attention to the packaging, color, and price of the product.
We will promote our product through, Online Media, Offline Media, Electronic media, Print
Media and outdoor sources.

Contents

Introduction

Overview of the Company: ABC.com is a FMCG company with interests in Chocolate

Confectionery, Milk Food Drinks, Snacks, and Candy. ABC.com is the market leader in the
Chocolate Confectionery business with a market share of over 40%. Some of the key brands of
ABC.com are Camchury Dairy Milk bar, North Star, starerk. In Milk Food drinks segment,
ABC.com's main product - Bsourourita is the leading Malted Food Drink in the country. Its start
can be traced back in 2004 and was named only ABC, when Mr. Abdur Rahman opened a shop
in Dhaka selling gift items and chocolate. Since then we have expanded our business
throughout the country.
Company’s vision statement

“More than Chocolates”

Company’s mission statement

“To set world class standards in the chocolate industry through providing a diverse range of
high-quality chocolate products that are prepared. In accordance with the health principles
striving to satisfy consumers’ tasks and needs and serving the society.”

 Operate in over 8 divisions

 Working with around 300 direct and indirect suppliers
 Employs around 500 people
 Every day 1 million of people around the country enjoy our brand

INTRODUCTION TO “CHOCOYAMMY”

People started to celebrate and capture their special days nowadays. Under this change in our
culture in our country, they need some special chocolates to make the time memorable and
make someone special. The Chocoyammy is a Dark crispy almond based chocolate product. It
provides energy and keeps the mouthwatering feel. It contains vitamins, sugar proteins which
are useful energy sources. Vitamins give freshness and proteins are the energy cells that
recharge the human body, so that they work their maximum. The students, employees and
workers become tired due to the workers become tired due to the work burden and sunlight
which make them feel loose. They need a source of energy. so, they may be able to perform
better again and feel fresh. Special moments need special sweet bites that make them special.

Ingredient:

 Sugar
 Peanuts
 Glucose Syrup
 Skimmed Milk Powder
 Cocoa Butter
  Cocoa Mass
 Sunflower Oil
 Palm Fat
 Lactose and Protein from Whey (from Milk)
 Whey Powder (from Milk)
 Milk Fat, Emulsifier (Soya Lecithin)
 Salt
 Coconut Oil
 Egg
 White Powder
 Natural Vanilla Extract
 Milk Protein
 Milk Chocolate contains Milk Solids 14% minimum
 Milk Chocolate contains Vegetable Fats in addition to Cocoa Butter

Description

Chocoyammy is jam-packed with:

 Milk chocolate (35%) with soft nougat (14%) and caramel center (27%) with fresh roasted
peanuts (24%).
 Free from artificial colors, flavors & preservatives Suitable for vegetarians.
Table of Nutritional Information

Items /100g

Energy 510kcal

Fat 27.9g

of which saturates 9.6g

Carbohydrate 54.4g

Of which sugars 44.9g

Protein 9.5g

Salt 0.45g

*Reference intake of an average adult (8 400 kJ/2 000 kcal)

Packaging

Heat Sealed

Current Market Situation

Chocoyammy is a chocolate product that is going to be introduced in the domestic market of

Bangladesh. We are focusing on all levels of generation. The kids, youth, old and over all
families. The price of the Chocoyammy is moderate, because it is for everyone in the market.

SWOT Analysis
Through SWOT analysis the external as well as internal situation can be analyzed over The
Chocoyammy. The analysis is necessary to be developed for acknowledging the current position
of the product and to develop the IMC plan to improve the position.
Internal analysis

Weakness:
 New in chocolate industry
 Small distribution network
 Strong competitor
 No market shares
 Limited experience of customers

Strengths:
 Updated technologically advanced plant
 Healthy ingredients
 2 variants
 Quality product
 Specialists available for specialized jobs and tasks
 Hire experienced staff Medical insurance of employees
 Targeted to low- and middle-class people
 Reasonable price Expiry date above 6 months

External analysis:

Threats:
 Increase of cost and price of fuel and manufacturing essentials
 Political instability
 New entrance from the competitors
 So many competitors
 Retaining consumers
 Economic instability
 Increase of general sales tax
 Technological Advancement

Opportunities:
  New flavors
 Market penetration in rural markets
 Takeover of the distribution
 Increase the distribution network
 Acquiring the newer technology and techniques

Marketing Strategies
Through proper marketing strategies the organization has placed itself within the highest
position in the market or chocolates. The organization has been developing the products with
placing at an affordable price over all ages and class. The organization has been marketing itself
as the organization offering contemporary taste over the products within affordable prices and
variations in the products. The marketing strategies are developed over long term perspectives
and to ensure the profitable growth in the market. The marketing strategies of the organization
have been developed on the objectives of having growth in the shareholder values. There are
certain marketing objectives of The Chocoyammy:

 Increased sales profit of The Chocoyammy products in every operating Divisions

 Positioning the products as the successful alternative chocolate products and deserts.
 Sustaining market share over the year through adding values in the product and
innovation within the product development and also in the packaging

Segmentation analysis
Segment analysis of the market is done by The Chocoyammy over analysis of three categories.
Segmentation is done for dividing the wide market into smaller units over different categories.
In case of Chocoyammy the market has been segmented based on the geographic
segmentation. Through analyzing the consumer preferences of the consumers based on
different regions the market has been geographically divided into different segmentations. This
segmentation has been providing necessary information about the customer’s size and their
preferences over chocolates. Another type of segmentation used by Chocoyammy is the
segmentation over customer behavior. The impulse buyers are considered for this type of
segmentations. The supermarkets and the convenient stores and aisles are stored with the
proper available products. The impulse buyers who are buying the products for purchase and
consumption are targeted within this segment. Within the behavioral segmentation the
organization is also considering the purchasing over the purpose. The consumers who are
purchasing the products over certain purpose such as purpose on giving gift as are considered
within this segment. Latest trends on giving away the products as the gifts are considered. On
these perspectives the organizations make proper improvements within the packaging of the
products.

Targeting analysis

The main target consumer of the organization is the children and young generation. The young
age group and the children are the main buyers of the products. This is also placing limitations
in the marketing. In recent context the organization has been developing the products with the
perspectives of targeting all ages in the segments. Later with proper marketing campaigns the
organization tried to make synonymous of the products with the sweets for targeting all ages
along with adults and children. Through these campaigns the organization is targeting the
consumer of all gender, class and age.

Positioning analysis

By making the variations within the products and adding different flavors within the products
the organization places the products within a higher position in this competitive market.
Depending on the segments the products are positioned within the market. Through an efficient
positioning strategy of the products the organization has been able to place the word
Chocoyammy as the synonym of chocolates among the youths. Through proper campaigns the
products of Chocoyammy are also placed as sweets among all ages in the target markets.
Through the further campaigns of marketing Chocoyammy also tried to position the products as
the highest demanded chocolates within the market by all ages and all classes.
Marketing mix

Product:
The main product of the ABC.com is the Chocolate bars within different flavors. The organization
tends to place similar design over all geographical segments. Apart from the chocolate the
products also contain different flavors with are added within the products by considering
different preferred tastes of the consumers. The organization places higher quality of the
contents within the products for placing the products within all class of consumers.

Price:
The prices of the products are set with a competitive market price strategy. Though Premium
prices are set on considering the products’ standards and quality, different prices are available
over different quantity of the products which make the product affordable for all classes.

Place:
The organization places different manufacturing capacities in every operating country. The
products are supplied through supermarkets, stores, etc. The sales of the products are done
through the direct selling to the retailers and also to the whole sellers. The wide distribution
network has included retailers, whole sellers, supermarkets, stores, etc.

Promotion:
In order to have better place within the market the organization is developing proper
promotional strategies for the creating a strong communicational bond with the customers.
Creativity is focused within the promotional activities by Chocoyammy. Advertisings through
digital media and print media are used with prime aspect to approach the mass market.
Through efficient promotions the brand has been increasing the brand loyalty and also
encouraging repeat purchase.
Main Source of Promotion:

 Radio & TV
o Radio Ad in prime radio station in prime radio program
o TV ad for 9.00,10:00 News in News channel
o TV Ad for Kids channel
 Video (Online)
o Video Ad for Product
 Social Media
o Event Promotion Ad
o Content related paid Ad
o Facebook Paid promotion
o YouTube Video Promotion
 Newspaper
o Ad in Front Page
o Ad in Sports Section
o Ad in lifestyle section
o Ad in online news portal
 Email/Newsletter
o Ad in 1/6 Newsletter
 Billboard
o Ad off of I-95 in 8 Main Divisional city popular schools and universities.
 Influencer
o Facebook post from Joya Ahsan
o Insta post from Joya Ahsan
o Facebook post from Ayman Sadiq
o Insta post from Ayman Sadiq
o Facebook post from Keto Bhai
o A song from Keto Bhai
 Transit
o Ads on airport
o Ads on Prominent bus station
o Ads on Rail station
 SEO
o Google Search Ads
 Display
o Display Network Ad
 SMS Marketing
 Sponsorship Event
 Partnership Discount
 Budgeting

Type Name of Description Time (Q1, Q2, Total Spend Explanation

Platform, Site, Q3, Q4 of 2021) (BDT)
or Publication

Billboard 8 Main Divisional Ad off of I-95 Q3 & Q4 400000 As our targeted

city leading customers
universities and customer’s visit
schools these places every
day and they are
hungry during this
period mostly.

Display Google Display Network Q1, Q2, Q3, Q4 500000 Target segment is
Ad very much active
over social media
so we should have
heavily active over
digital ad.

Email/Newsletter HubSpot, Ad in 1/6 Q2 & Q4 Free Latest new and

Mailchimp Newsletter content also be
published over
email

Influencer Joya Ahsan, Insta and Q1 & Q3 400000 Influencers will

Ayman Sadiq, Facebook post promote our
Keto Bhai by Joya Ahsan & product over their
Ayman Sadiq. social media
A song by Keto platform as paid
Bhai promotion.

Newspaper Prothom alo, Ad in Media, Q1 & Q4 400000 Newspapers will

Daily star, Sports Section, adds will be on
Bdnews24, lifestyle section, those pages where
Bangladesh comic section, target group
Pratidin online news frequently visit
portal
 Radio & TV Radio Today, Radio Ad in Q3 & Q4 500000 TV is still one of
Radio Foorti, prime radio the prime media of
Somoy Tv, Atn station in prime advertising so will
Bangla, radio program be present there.
Independent Tv, TV ad for Radio is trending
Channel 9.00,10:00 News so we will be
71,Duronto Tv in News channel advertising on
TV Ad for Kids some prime
channel programs.

SEO Google Google Search Q1, Q2, Q3, Q4 300000 Our target group
Ads will be heavily
active on internet
so we will set
strong SEO.

SMS/Mobile GP, Airtel, Robi, Promotional sms Q3 & Q4 100000 Target audience is
Banglalink heavily engaged to
their smartphones
so we will promote
through SMS
marketing.

Social Media Facebook, Event Promotion Q1,Q2,Q3,Q4 1000000 This will be our
Youtube, Ad Content prime medium of
Instagram, Tiktok related paid Ad marketing as our
Facebook Paid target group is
promotion heavily engage on
Youtube Video these social media
Promotion platforms.

Transit Airport, Bus Ads in Airport, Q3 & Q4 400000 During traveling

station, Rail Bus station & consumers usually
station Rail station have these kinds
of items & large
crowd also
present.

Video (Online) YouTube Video Ad for Q1, Q2, Q3, Q4 300000 Our target group
Product spend lot of time
 in YouTube so
have to have a
heavy presence on
YouTube

Sponsorship Math Olympiad, Title or Co- Q4 400000 These events

Event robotics sponsorship ensure large
Olympiad, food gathering of our
festival target group.

Partnership Daraz, Evaly, MoU with Daraz, Q3 & Q4 Free Ecommerce

Discount Deligram Evaly and shopping is
Deligram for getting popular so
promotion we can get volume
sales.

Others 300000

Total 5000000
 Sample Marketing Execution

Total Population Facebook: 1.2 M

Estimated Approx. Estimated Cosr per Net Spend Cost after 15% VAT on Total Cost
Platform Type of Post Duration USD ASF (10%)
Matrix Reach Result result in BDT ASF Net & A/C To Client

Video on Domestic
Violence 4 Day Reach 540,541 0.3700 17,200 200 1,720 18,920 2,838 21,758
Partnership Post
Helping Minority Post #4 3 Day Reach Approx. 368,421 0.3800 12,040 140 1,204 13,244 1,987 15,231
FB
Helping Minority Post #5 3 Day Reach 1.8M+ 368,421 0.3800 12,040 140 1,204 13,244 1,987 15,231
Helping Minority Post #6 3 Day Reach 368,421 0.3800 12,040 140 1,204 13,244 1,987 15,231
Helping Minority Post #7 3 Day Reach 368,421 0.3800 12,040 140 1,204 13,244 1,987 15,231
Eid Greetings Post 3 Day Reach 368,421 0.3800 12,040 140 1,204 13,244 1,987 15,231
Total 77,400 900 7,740 85,140 12,771 97,911
 May 2 0 21

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Conclusion

We also discussed the comprehensive overview of our product's marketing strategy. In reality,
developing a product marketing strategy helps to encourage company awareness and increase
the distribution of goods. To write our paper, we tried our best. We assume that this study will
certainly help the beginners and students achieve business ideas. That's why we choose the
design of this new product from many concepts through the growth of our country's financial
situation.