Submitted To

Mr. Rafsan Elahi

Senior Lecturer,
Department of Marketing & International
Business, North South University
MKT337, Section: 10
Summer 2019
Submitted By

Name ID Sl.
Sudipta Adhikary 1320304 1
Abu Nasar Md. Hashib 1510118 4
Umme Salma Kashfia 1521388 7
Shaikh Ahmed Showmik 1530205 9
An Integrated Marketing
Jahirul Sirajul Islam 1610884 13
Communication for “Good Hasin Arman 1711663 18
Knight Xpress System” Labib Muntasir 1712139 19
Mohammad Mominul Hq 1713136 20

Date of submission: 01/09/2019

 Letter of Transmittal
1st September, 2019

Mr. Rafsan Elahi

Senior Lecturer,

Department of Marketing and International Business,

North South University

Bashundhara R/A, Dhaka-1229

Subject: Report Submission

Sir,

With due respect and humble submission, we are glad to inform you that we have been successful
to generate the report on integrated marketing communication for “Good Knight Xpress System”.
We have tried to apply the knowledge we gained from the course to bring out this IMC campaign.
We have done our level best to fulfil all the requirements of the report. We pray and hope that we
have met your expectation.

Therefore, we would like to thank you for your continuous guidance, encouragement and for
giving us the opportunity for a chance to apply our course knowledge in practical and oblige
thereby.
Sincerely,

Sudipta Adhikary
Abu Nasar Md. Abdul Hashib
Umme Salma Kashfia
Shaikh Ahmed Showmik
Jahirul Sirajul Islam
Hasin Arman
Labib Muntasir
Mohammad Mominul Hoque
 Acknowledgement
We would like to thank Almighty Allah for giving us the patience and the ability to work hard
with tremendous devotion. First and foremost thanks to our course Instructor, Mr. Rafsan Elahi,
for giving us the support, courage and opportunity to work on this report. Throughout our course
we have learnt a lot and have gathered lot more professional experiences and we had an opportunity
to communicate with a vast amount of people and so on.

We are grateful to those people without whom it would have been quite impossible for us to collect
information regarding this entire report. During preparation we had to overcome some major
difficulties and enjoyed our each and every moment on making this report.
 Executive Summary
In this report we have planned an integrated marketing communication campaign for Good Knight
Xpress System. This product line is one of the finest production of Godrej Group. Good Knight
Xpress System is the finest vaporized mosquito control system in the market. We have designed
this report with Goodrej’s background, Product details, SWOT analysis, Target Group analysis,
marketing strategy, tools and promotions, budget breakdown etc. Our designed communication
plan may help Good Knight to achieve their organizational goal and market shares.

Lastly, everyone will get a clear scenario of current mosquito repellent market industry of our
country. We hope that this report, if implemented, will build a great brand knowledge stand and
huge sales boost for Good Knight all over the country.
 Table of Contents

Topic Page
Introduction 1
Company Background 2
Market Research 4
Communication Planning Process 7
Communication Objectives 10
Promotional Strategy 13
Marketing Activity Segment 14
Communication Theme 15
Tools and Media 17
Budget Breakdown 21
Evaluation and Control 24
Company Background
Godrej Consumer Products Ltd (GCPL) is one of India’s leading home-grown household and
Personal Care Company. In 1994 Mr. R. Mohan from Godrej came up with the idea of innovating
a mosquito repellent so effective that people find no mosquito indoors and so affordable that the
middle-class and people with low economic balance could use them. According to the first
parathyroid based product – Good Knight. The initial products were the refill machines and coils
which were effective enough to challenge the competitor brands. The Goodknight Xpress System
in 2014 was regarded as the fastest repellent system and it came to the Indian market 2014 and
soon made its way to Bangladesh the following year 2015.

Product: Good Knight Xpress System

GoodKnight Xpress System - a
unique dual technology which
has one mode for normal use
and Xpress mode which can be
used when there are a lot of
mosquitoes. It has an
intelligent heater system and a
dual-wick system which
creates an express blast of
release, when the vaporiser is
plugged in. This blast will
eventually subside so that
consumers are not subjected to
the release for long. It is said to clear mosquitos within 9 minutes after activation, and it is children
friendly as it has no adverse effects compared to coils or aerosol sprays. A combo pack including
the liquid vaporiser and the machine to which is attached, is priced at 220 BDT and a refill costs
100 BDT. It’s available in almost all super shops, local shops in both the urban and sub-urban
areas of Bangladesh.
3 levels of Good Knight Xpress System:

1. Core - Goodknight Xpress protects you from all kinds of mosquitoes, including those that spread
dengue, malaria and chikungunya. Without the smell and harmfulness of competitors’ products
such as coils, aerosol sprays etc.

2. Actual – It comes from a reputed company Godrej, which is a household name in India and soon
to be in Bangladesh. Easy to use, just plug and play technology. Comes with an appealing design
and convenient packaging.

3. Augmented – A higher standard product, with real-time online customer care and it’s available
everywhere. That too with a competitive price.

SWOT Analysis

Strengths

 Innovative product advance active liquid vaporizer:

 Declared as most trusted Brands after survey conducted in across India
 Dedicated research and development team which works towards product development

Weaknesses

 Good Knight doesn’t always work in eliminating mosquitoes

 Limited penetration in rural areas, which can be an important market

Opportunities

 Community outreach and disease prevention program for tapping Growing market
 Tie-ups with city corporations, hotel chains, resorts, etc.
 Lotion in sachets, Repellent in gel form, Mosquito repellent oil etc.

Threats

 Rising competition in local markets

 Popularity of other products in the same segment
 High customer brand switching for the FMCG brands
Customer Profile
Segmentation

 Geographic: Urban, Suburban, Rural.

 Demographic:
Gender: Male, Female
Social Class: Higher Class, Higher-Middle Class, Middle Class, Lower Middle Class
Age group: 20-60 years
Income level: 20,000+
Behavioral: Health Concerned

Segmentation

Geographic Area Dhak Sylhet Chittagong Rajshahi Khulna Barisal Rangpur Mymensingh
a
Age 20-70 20-60 20-70 20-60 20-60 20-60 20-60 20-60
Demographic

Social Highe Higher Higher to Higher Higher Higher Higher Higher to

Class r to to lower- to to to to middle
lower- middle middle middle middle middle middle
middl
e
Behavioral Usage High Medium High Medium Medium Medium Medium Medium

The hybrid segmentation we’ve used to profile our customers goes under two criteria- area and
social class.
Area Targeted Social Class
65% of Total Target Market Urban Higher Class, Higher-Middle Class, Middle
Class, Lower Middle Class

30% of Total Target Market Suburban Higher Class, Higher-Middle Class, Middle
Class

5% of Total Target Market Rural Higher Class, Higher-Middle Class

Targeting: For targeting strategy GoodKnight Xpress System will be focusing on
‘undifferentiated marketing’. Our strategy services a single marketing mixture with one product,
one price, one placement and a single promotional effort to reach the maximum number of
customers in that target market. We want to target entire market to reach maximum number of
customers.

Positioning: ‘Product attributes and benefits’ is the positioning strategy of Good Knight. Godrej
claims that their product is strong, user-friendly and not harmful at all. Good Knight control its
product quality by using time’s best vapor technology.

Communication Objective

Problem

 Consumers are more focused on products like sprays and coils

Objective
 Educating consumers about the harmful effects of sprays and coils
 Sales boost by establishing a belief that Good Knight is the safest product to use which is
affordable as well.

Promotional Strategy
Pull Strategy

Pull strategy is the best option for Good Knight Xpress System as other products are widely
available in the market. The strategy focuses to spread the knowledge about harmful effects of
sprays and coils, thus portrays a good image of Good Knight stating it’s safest to use. Therefore,
expectedly, consumers will be switching from sprays and coils to vapour system Good Knight
Xpress System.
Tool

Above The Line Communication

To promote Good Knight, we have formed an integrated marketing campaign that maximizes the
utilization of ATL communication. We use the traditional ATL marketing channels to reach the
mass audience across Bangladesh with moral messages that reinforce the brand image and inspire
an emotional response from potential consumers. Also, we’ve used trendy digital media to promote
and spread our message. We take a holistic approach to achieving consumer loyalty and
satisfaction by developing the category ignorance to widespread category recognition.

Campaign Idea
To boost the sales of Good Knight Xpress System, we will be launching an integrated marketing
communication campaign. All the tools will have the basic theme of anti-dengue ideas. The tools
we will be using:

 Television Commercial
 Radio Commercial
 Print Media Advertisement
 Digital Media Campaign
 Sales Promotion: Sweepstakes, Contests, Discounts
 Support Media: Mobile Advertising

The Big Idea

Approaching target groups with the side effects of sprays and coils. That influences them to move
to vapor products, where Good Knight is the market leader.

“মশা নিধনি , নিনেনে নিধি েনে ফেলনেি িা ”

Managing the Sweepstake

One of our main plan to boost the sales is arranging a sweepstake where 3 lucky people will get
the chance to have dinner with Mashrafee Bin Mortuza.
There will be a QR Code on the inside part of the packaging. When people buy the product and
scans the QR Code, it will take them to a webpage where they have to enter their name and phone
number. The registration process will continue for one month. On 30 th September Winners will be
selected randomly from the entries. On 5 th October 2019, the dinner with Mashrafee will be
arranged.

Print Media Communication

In both rural and urban regions people are very fond of newspapers. We can also reach to the
audience who are not much available on internet or have time to watch TV. Ads will go on from
1 September. To reach our target consumers, print media will play an important role as these
communications are long lasting, well detailed and easily repeatable.

The advertisements will be placed in Kaler Kantho, Prothom Alo and Shonali Songbad. The
detailed information of the sweepstake will be available with the knowledge of side effects of
sprays and coils. These advertisements will be repeated on a periodical basis for one month. Also,
it will include the reminders of the sweepstakes remaining days.
Television Commercial

Storyline

The Television Commercial includes two regular people in regular activities like shopping and
suggesting in a shop. In the commercial, Zafir goes to buy coil in this season of dengue. Suddenly
he meets his friend Ayon. After a while Ayon says that using coil is harmful, then Zafir shows and
asks if he should take the spray. Then Ayon again explains the side effects of sprays and takes out
GoodKnight Xpress System from the shelf. Then Zafir understands and says that he will take it
from now on. On the last part, Ayon adds that if he buys Good Knight, he might have a chance to
have dinner with Mashrafee Bin Mortuza. Zafir excitedly says he will buy more of it soon. Then,
a small details about the sweepstake comes up and ends with Good Knight’s Logo and Tagline.

Placement

The TVC will be launched on 1 September, during the morning news, evening news. TVC will
reach a wide range of audience in rural & urban regions. The uplifting & inspiring contents in the
TVC will have a lasting impact in the mind of Audience. Apart from the news, the ad will be
shown during the talk shows break, Bangla Matinee Shows, Pop ups. The interactive invitation
between two regular people will be the key of the campaign and will create a proliferation of
audience-awareness and result in to product switching. TVC will be placed on “Somoy TV, ATN
News, Ekattor TV on news hours and Channel I Matinee Show to reach rural people.

Radio Commercial

The RDC will be launched on 1 September. During the rush hour when people are stuck in traffic
they will listen to the offer and campaign as most of them listen to the FM channel Radio Foorti.
Also, it will be launched on AM channel Bangladesh Betar in the morning shows.

Radio Commercial will be a discussion between 2 people who will humorously represent why we
should choose Good Night over others. It will be mostly placed in the rush hours updates like 8-
10 AM, 5-7 PM shows. Radio coverage will also include some special shows at special hour where
the RJ/host will be talking about the campaign.
Social Media
Being the most interactive and easily accessible media, social media will play an important role to
promote our idea. All the contents that will be run on print media and television media will be
available on social media with details. Also, social media will be entertaining direct responses
from the consumers. We will be using Facebook and Instagram to post our official contents.

Social Media Promotional Timeline

Facebook

Facebook will be the most active social media

from our side as it is very much popular and most
active media toward the people. All the contents
will be available here.

Not only this, Facebook page will be used to

launch another digital campaign which will be
directly interacted with the consumers and
inspiring them to submit stories about how they
fought with dengue and contributed for the
welfare. Later on, these stories will be posted on
Good Knight’s social pages.
Instagram

We will create an Instagram profile where regular

updates and offers will be posted. Contents will be
well designed and targeted which will attract the
people.Effective result can be achieved from by
only posting picture contents instead of video
contents, but video contents can be effective if the
duration is not more than 35 seconds, and have an
appealing thumbnail.

We can boost post in Facebook and Instagram

simultaneously. In IG people at least view the
picture/contents for once.

Through these social media activities we can be the

influencer and opinion leader in this category.

Modifying Website

Digital Marketing means not

only working in the social
media but also designing and
updating the current website
with your offers and
campaigns. We will be
making the whole campaign
available on the website,
including the idea submission
form, rules, procedures,
videos and pictures. So that
urban people who want to get
connected with the brand can
easily access the information
Sales Promotion
Apart from the sweepstake and contest, we will also offer Price Off, BOGO offers, Combo
Discounts at the last period of our campaign to keep a reminder about our product.

Public Relations
Cause Related: We will be collaborating with Dhaka North & South City Corporations with a
view to spreading awareness about steps to prevent dengue and we will be also helping in the
controlling projects.
Conversion Model

People will be exposed to the campaign activities, then they will be aware of other product’s side
effects. At the same moment, they will be attracted to the sweepstake and contest which will lead
them to purchasing and avoiding sprays and coils. There will be a positive word of mouth. Thus
we will be having a huge sales boost.

Evaluation & Control

The overall IMC campaign is designed to spread awareness and uphold Good Knight Xpress
System with a view to encouraging the consumers to use the safest product.

The main problem was saturation of competitors and the promotional activities which we found
out via research. Our IMC campaign will engage with all the target segments. ATL tools will reach
all over the country and build brand knowledge. Sales promotion will attract new customers. At
the end, it will bring out the expected goals and raise brand awareness with potential customers.

The whole campaign will be evaluated through conversion rate showing how many have been
exposed to the promotions and switched from sprays and coils to Good Knight Xpress System.
Budget

Advertisements creation:

Category Rate Bill

Equipment 20,000/- 22,000/-

Director of Photography 10,000/- 12,000/-

Sound 10,000/- 10,000/-

Editing 10,000/- 12,000/-

Model and Vocal Honorarium 25,000/-

Sub Total 81,000/-

Agency Service Charge 15% 12,150/-

Total 93,150/-

Print Media Placement:

Category Rate per Inch Inch per Bill/day Days Bill

Column column

First Page 20,500/- 3 61,500/- 8 4,92,000/-

Inner Page 7,000/- 6 42,000/- 10 4,20,000/-

Total 9,12,000/-
RDC Placement:

Duration Rate Repetition/day Total Cost/day Days Total

30 Seconds 2,000/- 30 60,000 20 1,20,000/-

TVC Placement:

News Hours

Duration Ad rate Repetition Bill/Day Days Bill

40 seconds 22,000 1 66,000 20 13,20,000/=

Pop Up 5 s 3,500 3 10,500 20 2,10,000/=

Total 15,30,000/=

Matinee Show

Duration Ad rate Repetition Bill/day Days Bill

Pop Ups 5s 3,500/= 4 14,000 4 56,000/=

60 seconds 16,000/= 1 16,000 4 64,000/=

20 seconds 8,000/= 2 16,000 4 64,000/=

Total 1,84,000/=
Talk Shows:

Duration Ad rate Repetition Bill/day Days Bill

20 seconds 8,000/= 2 16,000 4 64,000/=

Pop Ups 3,500= 2 7,000 4 28,000/=

Total 92,000/=

Social Media

Category Bill in dollar Dollar Rate Bill

Power Editor 700$ 85/- 59,500/-

Normal Boost 500$ 85/- 42,500/-

Total 1,02,000/-

Total Cost: 30,33,150 BDT