NORTH SOUTH UNIVERSITY

SCHOOL OF BUSINESS AND

ECONOMICS

IMC Term Paper

Course: MKT 337 | Section – 09

Prepared for:

Ms. Shahneela Naheed

Senior Lecturer, Department of Marketing and International Business

North South University

Prepared By:
Name ID
Sanjida Rahman Badhon 1821650030
Asfi Hossain 1831155630
Ummul Wara 1911593630
Rafid Mahdi 1911887630
Junaed Minam Haque 1911894630
Date: 16th January, 2021
Acknowledgement

Our course instructor Shahneela Naheed (SNE) deserves our ultimate gratitude for putting our

term paper on a valuable work paper. You have been delighted with our tasks and have answered

all the confusion around this term paper. We are grateful to you for taking a great deal of interest

in our paper and truly supporting it. We also thank you for assigning this term paper on

"CHALDAL". This project has expanded our skills in promotional management.

We want to express our sincere gratitude to our team members. Our team members have offered

constructive input and suggestions that have inspired us to strengthen our work by a considerable

margin. We value the help of all participants, both directly and indirectly.

Thank You.
Section 1: Executive Summary

CHALDAL was founded in 2013. The goal is to save money and save time. They do agree that

time is so precious to the people of Dhaka. And spending your time in traffic and another trouble

just shopping a few grocery stores isn't a successful thing. That's why CHALDAL launched this

online portal to reach out to customers in front of their ordered grocery stores. To live, we all

have to go shopping for food and vegetables. But sometimes doing this can be humiliating,

because you need to get out of your comfort zone. Imagine, after a busy weekend, you're

dreaming about staying late in the morning, but all that planning is being lost because you need

to get early and head to the store. Here, CHALDAL is making a move for you, order whatever

groceries you need, and get it on your doorstep.

Working as an advertising firm, we tend to advertise our commercial and newspaper & magazine

ads continuously. We will balance the unique sales idea with the ad's execution and appeal

according to the user brief. The plan is therefore set and measured based on each expense of the

targets. The paper's core aspect, which is the Big Idea, Message Strategy, Means-End Theory,

Image Domination, is also discussed in our report. Also, we have addressed the issue of the

primary advertising medium. We selected TV, radio and print media for our goods, where we

addressed our reasons for choosing them thoroughly. Ultimately, in this report, we also

mentioned transit and outdoor advertising and collaborations with TV channels & Radio

Stations. The paper concludes with a brief conclusion for a good wrap-up of our task.
Table of Content
 Section 2: Situation Analysis...................................................................................................................................5

Importance of Chaldal:...................................................................................................................................................5

Current Scenario of Chaldal:..........................................................................................................................................6

Section 3: Segmentation and targeting.................................................................................................................11

Current Target Customers:............................................................................................................................................11

Market Segmentation and Targeting.............................................................................................................................12

Section 4: Positioning.............................................................................................................................................13

Positioning Strategy for Chaldal:..................................................................................................................................13

Section 5: Big idea, ad appeal and execution.......................................................................................................14

The Big Idea:.................................................................................................................................................................14

Message Strategy:.........................................................................................................................................................15

Means end Theory:.......................................................................................................................................................15

The dominance of image in the campaign:...................................................................................................................16

Advertising Appeal:......................................................................................................................................................17

Advertising Execution:.................................................................................................................................................18

Determinate of creativity:.............................................................................................................................................18

Section 6: Traditional media strategy..................................................................................................................19

Print media:...................................................................................................................................................................22

Reach and frequency:....................................................................................................................................................24

Section 7: Support Media......................................................................................................................................25

Communication tools:...................................................................................................................................................26

Section 8: Spokesperson........................................................................................................................................27

Section 9 Conclusion..............................................................................................................................................28

Conclusion:...................................................................................................................................................................28

Future plan for Chaldal:................................................................................................................................................28

Section 10: Appendix.............................................................................................................................................29

Section 2: Situation Analysis

Importance of Chaldal:

Grocery shopping is one of the most essential components to our day-to-day life. Choosing the
best place and best product is challenging for everyone these days. Besides saving money and
time is significantly another challenge to people as well. Chaldal is an online grocery shopping
platform where customers can satisfy their challenges. Because discovering an online
trustworthy grocery shop who also sells household and essential appliances is very hard to find.
Where Chaldal.com attains all those needs of customers by selling best quality product and fresh
groceries at an affordable price. And delivers them within a very short time at an affordable
delivery charge. Moreover, in this pandemic customer has become more online shopping
oriented. And their first priority is to maintain safety. So, Chaldal is helping customers with their
grocery shopping every day. In fact, their extension of product line helped consumers to choose
Chaldal more and more. Because consumers are getting fresh groceries, and essential appliances
like house hold items, office essentials and many more. Chaldal’s well established website and
mobile app helps consumers shop from Chaldal easily. In addition, Chaldal sells Diabetic
groceries items to help consumers more. Therefore, food shopping converts into healthy
shopping just by staying at home with Chaldal.

Current Scenario of Chaldal:

MARKETING MIX

Product:
Chaldal is an online grocery shopping brand where they have a lot of products to sell. For
example, from basic grocery items like rice, flower, fresh vegetable, and all kinds of Halal meat
to pets’ essentials are available at Chaldal.
Core Value:

Core product from Chaldal is to sell fresh and best products to their customer at an affordable
price. Selling fresh and organic vegetable, meat, fish etc. to their customers and giving them best
quality living appliances such as home, office, vehicle essentials to the customers and deliver
them with in a short time.

Actual Product:

For actual products Chaldal maintains their packaging, delivery processes very neatly. Chaldal
sells not only groceries but also all the essentials for living. And maintains their best quality for
the packaging and design.

Augmented Product:

Chaldal is famous for their delivery and customer care service. Chaldal have a faster delivery
system. In fact, Chaldal delivers the product fast to maintain the food quality. Besides Chaldal
offers and notify their regular customers their sales promotions personally.

Their products are segmented into eight parts. They are-

1) Baby Care
2) Pet Care
3) Food

 Fruits & Vegetables

 Breakfast
 Dairy
 Meat & Fish
 Snack
 Frozen & Canned
 Bread & Bakery
 Cooking
  Diabetic Food
 Baking Needs
4) Home & Cleaning
5) Office Products
6) Beauty & Health
7) Vehicle Essentials
8) Home Appliances

Chaldal differentiated their market by not only selling groceries but also living essentials. By
extending their product line they are different from any other grocery online stores in
Bangladesh. Besides they have segmented their food items into categories to make customers
shopping convenient and easier. Moreover, they have extended their products by using product
line extension strategy. They started their market by selling only grocery items. From only
groceries they penetrate their products by selling home, office and vehicle appliances.

Price:

Chaldal’s pricing strategy maintains psychological pricing to their most products. This
psychological pricing strategy attracts more customers. Besides they also follow economy
pricing strategy to fulfil their targeted customer’s needs. For example, Chaldal mainly focuses on
middle income people. By giving fresh organic products on economical price Chaldal attracted
most of the Bangladeshi people during this pandemic as well by maintain their value and
customer’s needs and wants. As Bangladesh is a developing country so most of the citizen
prefers groceries at a lower price or at least at a fair price. Chaldal came with fresh products at
wholesale price to fulfil customers’ needs and took care of their affordability. Chaldal removed
the thought from local people that online products are expensive. Besides Chaldal maintains a
strategy where delivery charge decreases with the increase of buyer’s products. As much as
product a person going to buy the delivery change decreases according to that. There is a BDT 9
delivery fee if the order value is BDT 400 or more. If the order value is less than BDT 400, they
charge BDT 19 delivery fee.
Place:

Chaldal is an online shopping platform for groceries and living appliances. Chaldal only focused
on Dhaka city to sell their products. They have their warehouse at Dhaka city so that they can
supply their fresh products to the customer fast, for example within 15 mints to the customers.
Chaldal serves around the Dhaka city only but they are planning on expanding their business
geographically. But we think that if Chaldal will be geographically expanded for example rather
than Dhaka city Chaldal expand their market to Chittagong, Sylhet, Khulna for example all the
cities than the customer interaction will expand to. By which Chaldal can focus on their pricing
strategy more outside Dhaka. As everybody wants easier shopping for groceries and living
essentials at an affordable price just by sitting at home.

Promotions:

As Chaldal is not geographically expanded so they are now using only social media platform for
promotions. But If Chaldal expand their market beside Dhaka city they can launch TVC for
creating awareness about their products and services. They can also do 360-degree promotions.
Chaldal already uses sales promotions such as NEW YEAR SALES, MONTHLY SALES etc. By
using special offers, they attract a lot of customers towards Chaldal. Besides Direct Marketing
for premium customer can maintain regular customers. With TVC, OVC can make more
customers to use or install Chaldal app. And by notifying them through text messages (Personal
selling) make them purchase from Chaldal more and more. Besides Chaldal can do web
marketing because now a day’s customers are more attracted to the websites. Chaldal also
delivers leaflets. And Chaldal use their add stickers to public transport or on newspapers.

SWOT ANALYSIS:

Strengths
  More online oriented consumers.
 Increase of cautious consumers about time.
 Faster delivery system.
 Familiar brand image.
 Comparatively less delivery charge than competitors.
 Well established website and mobile app.
 Quality product. (Fresh organic products)
 Loyalty with regular customer

Weaknesses
 Not vast geographically.
 Low brand recognition.
 Some consumers do not trust online platforms for grocery shopping.
 High cost for lower middle class and middle class.

Opportunities
 Increase of sells due to pandemic COVID-19.
 More customer attraction for the extension of their product line.
 Increased the amount of internet users and app users.
 Most people prefer online shopping now-a-days for saving time and money.
 Expanding their business around Bangladesh.

Threats
 Most of the competitors have started their business online.
 Other companies offering same products at a lower price.
 Chaldal in entirely useless without internet.

COMPETITOR ANALYSIS
As during this pandemic most of the supermarkets are selling their products
online so Chaldals Competitors have increased. And they are:

Shwapno:
Sells all kinds of fresh groceries. Mostly famous for their fish collections. Besides they sell a
number of home appliances. And during this pandemic the have started their online shop with an
established website and App. Besides Swapno extended their product line by starting a clothing
line which increased their reputation a lot.

Shaakshobji.com:
They sells all kinds of fresh vegetables and fruits at an affordable price. They also have a
reputation of fast delivery system.

Meena Bazar:
Meena Bazaar recently started their online shop. They sell all kinds of groceries. They have
extended their product line by selling sweets. Meena bazaar also sells a limited number of living
appliances.

Haatbazaar:
Haatbazaar sells all kinds of necessary groceries at an affordable price. But they have a bad
reputation of next day delivery system. They have a very well-established website for customers.

MARKET POTENTIAL

Chaldal in one of the most used online shops in Bangladesh. But for some reason Chaldal is not
getting a lot of customer attraction. The main reason behind is that Chaldals promotion system.
Chaldal do not follow current promotional methods. If Chaldal promote their pricing strategies,
the delivery charge system then people will be able to search their website more. Besides by
having a lot of online grocery shopping platform Chaldal haven’t come up with ant new ideas
that will answer the question WHY CHALDAL? Another problem can be some of their goods
are little too expensive than others. But instead of having these problems Chaldal offered home
appliances with their grocery items. People are more internet and e-commerce oriented these
days. Their pricing is less than most of the online grocery stores. And their product line is basic
and unique than others. That is why consumers prefers Chaldal the most.

Section 3: Segmentation and targeting

Current Target Customers:

Chaldal is the Largest Online grocery of our country. They started with a small grocery
ecommerce and has evolved a lot so far by bringing necessary things all together. The main
Target Customers of Chaldal is basically the middle class and the upper-class people. They sell
almost everything that a family needs starting from vegetable to baby products. Chaldal.com is
basically targeting the inhabitants of Dhaka. The main concept of Chaldal is to sell online
because people always try to avoid hassle of going to bazaar where there always remains
crowded, insufficient parking place and bargaining. Chaldal.com is availing this home delivery
service so that people of Dhaka City can purchase their groceries from their own place. Firstly,
they started with groceries like Fish, vegetables, Beef and Mutton. Now the product category has
increased and availability has increased too. They offer a very less delivery charge all over
Dhaka which is 19TK and it decreases if the volume of purchase is over 500 TK. In B2B
businesses, they offer free delivery. If any business wants to purchase in a bulk, they offer
discounts and that is why corporate organizations choose Chaldal.com.

Market Segmentation and Targeting

MARKET SEGMENTATION

Chaldal market segment can be of three types:

1. Geographical Segmentation: Chaldal.com runs their operation fully based on Dhaka. They
introduced 1 Hour delivery service in any parts of Dhaka. Like Uttara, Banani, Gulshan, Mirpur,
Mohammadpur, Khilgaon, Paltan, Baridhara DOHS, Baddda, Moakhali, Moghbazar, shyamoli,
Pallabi and Bashundhara R/A. So, we can see that Chaldal targeted the urban people.
2. Demographical Segmentation: Chaldal.com offers different products for
men, women and kids. So, in this case it encourages every group of people. Male and female in
the age range 16-65 years are their target audience. Chaldal.com target audiences are the middle
income and upper income class of people, but the prices of Chaldal is very affordable
considering to market. Items can be divided into costs and brands which helps the customers to
choose a product easily and to make a perfect buy for them.

3. Psychographic segmentation: People of all classes are busy with their workplace pressure
and other stuffs. So, they don’t have much time to go to bazaar and buy their daily goods at daily
basis. So, in this field chaldal.com creates a great initiative and ease the pain of all middle- and
upper-income people. Recently Chaldal.com started selling trendy toys for the kids. They also
brought healthy food items for their customers. So, we can see Chaldal.com is focusing on
different people of different lifestyle and personality.

MARKET TARGETING

Chaldal.com use differentiated marketing, which includes marketing in some segments and
developing separate marketing programs according to needs of different segments. This can also
be called segmented marketing. On the website of Chaldal we can see products of different
categories. Each product has different age level of customer. Products related to groceries,
necessary items, frozen food, baby products etc. There are few baby products as well whose
target market are the parents.
Section 4: Positioning

Positioning Strategy for Chaldal:

Positioning strategies are designed to position the superior benefits about the brand in customer
mindset. It setting the brand apart from other similar brands. It highlights the benefits in
consumer mind in order to become different from other brands. In order to differentiate our
brand Chaldal.com, we have planned to design two positioning strategies that are:

Positioning by Product Attributes and Benefits: Chaldal has a website that can be easily
accessible for anyone. It has mobile app available both in Appstore and Google Play Store. Both
website and mobile app are very easy to operate. It has a much optimized search engine by which
consumer can search for their desire products. All the products are designed under different
categories which is convenient for every type of consumer. Also, it has instant help center that is
live chat option, by which consumer can get help instantly from customer service representative
whenever they seek for help.

Chaldal offers significant benefits to their consumer that differentiate the brand from others.
Consumer can get their products on their preferable time. Consumer also can select their desired
product and choose any preferable date with any time between 8am to 10pm for future order.
Consumer can pay with their debit/credit card or any mobile transaction app and it ensures safety
for any transaction. Chaldal has return policy which is if a consumer doesn’t like the product,
they can return it immediately.

Positioning by Price: Chaldal offers great deal to their consumer in terms of price. Also, the
delivery fees get reduced if more than one item is chosen. Consumer will less likely to go outside
for their grocery shopping. Therefore, it creates positive mindset for the brand. Chaldal has
different section that contains offered items that is convenient for anyone to find a product at a
competitive price. Chaldal provides daily necessary items on a reasonable to their consumer.
Therefore, Chaldal sends text messages in every morning about the reasonable
and discount prices on essential items in order to aware the consumer.

Section 5: Big idea, ad appeal and execution

The Big Idea:

“To remove the thought about ‘online stores only sell expensive products’ from local consumers
by selling fresh organic groceries and quality product at an affordable price.”

Chaldal’s big idea mainly refers to their pricing strategy and their quality product. Customers are
now more online oriented because of saving time, getting the benefit of new technology.
Working people do not get time for going out for grocery shopping or basic grocery shopping.
So, Chaldal.com is a very convenient place for local consumers for shopping at an affordable
price. Besides there is a thought that supermarkets sell expensive products. But Chaldal is a
platform which works like an online supermarket but with their reasonable pricing for their
products helps customer to remove this thought about “expensive supermarket” from their
minds.

Message Strategy:

We followed cognitive message strategy for our poster. As Chaldal.com is all about letting
consumers know about the products benefit. Our main purpose is to promote our attributes and
benefits in our poster for consumers. From Cognitive message strategy we used preemptive
message because Chaldal claims to be the first online grocery stores in Bangladesh. And we used
this for our poster. This is one of the specific attributes of Chaldal. Customers are highly
interested for actual information and company’s uniqueness that why they would choose
Chaldal.com among all the well-known supermarket who recently started to sell products online.
So, we designed our poster with cognitive message strategy with the preemptive message so that
we can present Chaldal’s uniqueness with our poster.
Means end Theory:

Product’s attribute: Online grocery store that provides all kinds of grocery such as fresh fruits
and vegetables, meat and dairy, groceries, and personal care and household items through
website or mobile app.

Customer Benefits: Consumer can order their desired items through Chaldal website or mobile
apps, gets delivered by their preferable time and thus how consumers are getting benefited by
Chaldal.

The Leverage Point: Daily grocery shopping becomes a daily problem for everyone. Nowadays
people don’t have time for bargaining with the seller for items or staying in the queue in order to
make their payments. On top of that, it’s very problematic to carry all the grocery items from
supermarket to home. Chaldal solves each of these problems which is convenient for the
consumer.

Tagline: We have chosen this tagline for our brand Chaldal “ববজবর এখন ঘররই”

Personal Values: Consumer can save their time and costs and relief from all the hassles by using
Chaldal website or mobile app that fulfills consumer’s daily necessaries. Chaldal adds values to
consumer’s life by thinking about their convivence. It provides relaxing and stress-free grocery
shopping with delivery.

Executive Framework: In order to convey the final message in the scenario, we have used both
slice of life and celebrity endorsement in the poster ad.
The dominance of image in the campaign:

In our poster of Chaldal we can see that there is verbal and visual dominance. However, the
dominance of verbal image is more than the visual image. We have endorsed Chanchal
Chowdhury which is a visual dominance. Chaldal is the no 1 online grocery of Bangladesh
where customers can buy their respective groceries and other stuffs too. Here it is mentioned that
Chaldal focuses on giving customers the experience of shopping in a big box store with a huge
selection. By visiting www.chaldal.com a customer can easily find products of different category.
There is a QR code scanner using which customers can purchase too. There are three key points
mentioned in the poster they are Safe transfer, delivery at the doorstep and Fast delivery. The
main concern of Chaldal is selling fresh products at a very reasonable price. We have our app
both in App Store and Google Play Store. In the upper part of the poster, we have our tagline
which means hassle free grocery shopping by sitting in your home obviously at a reasonable
price. So, using the verbal dominance and using visual elements will make the ad more
interesting and attractive.
Advertising Appeal:

The Advertising appeal is the approach used to attract the attention of consumers and/or to
influence their feelings toward the product/service or a cause. We will be attracting our audiences
mainly with two specific Informational/rational appeals:

Product/service popularity appeal

The popularity appeal is a common tactic used to persuade targeted customers with an
advertisement. This approach includes the use of peer influence or social group pressure by
trying to convey that everyone in the same segment of the population as the target audience
believes in a product or uses it for the intended purpose. We tried to implement the leadership
position in the market by saying that we are the countries number one online grocery store. This
is because chaldal is one of the first grocers in Bangladesh. And most of people uses chaldal in
Dhaka for the grocery shopping. This is why we used Product/service popularity appeal to attract
the audiences.

Favorable price appeal

In this kind of appeal the offer price dominates the message. We have included a sub heading
stating that “Now available at a reasonable price”. This is where we used the appeal of Favorable
price for attracting the audiences of the poster by using its price. We gave our audiences an
incentive to purchase from chaldal at a low everyday price rather than wasting on expensive
products from somewhere else in a convenient way.

These are the two appeals we have used in our poster. And this how the combination of both
Product/service popularity and Favorable price appeal will help us to attract the audiences to
make them our customer.
Advertising Execution:

Nowadays, consumer have less time in their hand. As a result, grocery shopping becomes a daily
life problem for them. For our brand Chaldal, the advertising execution style that we are using is
Slice of Life. There is a misconception among consumers mind that online grocery store are
much expensive than supermarket. On the other hand, consumers hesitate to use online for their
grocery shopping because of delaying in delivery. However, Chaldal offers their consumer on a
reasonable price for their daily needs and deliver it on time. This is the message we want to
execute through our poster that our brand Chaldal has a solution for our consumer those have
facing problems in their daily grocery shopping.

Determinant of creativity:

For our brand Chaldal, the determinant of creativity is relevance as the poster ad is meaningful,
useful and valuable to the consumer. The poster has been designed according to Ad-to-consumer
relevance. The poster has some execution elements that are meaningful. The heading indicates
not to afraid of the price hike because our brand Chaldal provides their daily needs at the best
price. Other elements are on time delivery with safe transfer that the consumer can relate. On the
other hand, we have used celebrity in the poster ad in order to capture consumer’s interest and
attention.
Section 6: Traditional media strategy

The television and radio commercials belong to the category of mass marketing, both national

and international audiences. Radio and television advertising is a platform to promote a product,

as it grants a concentrated audience. So, the two media that will be used in this strategy will be

Television and Radio.

Television

Television advertising can be the most effective marketing tool, which can influence consumers

buying decisions. This media can quickly grab the attention of target customers. To make our

advertising more unique, we can easily do artistry vision by mixing music, animation, singers-

singing, dancing, jingles, messages, and producing the capability to create a full picture of

"CHALDAL," which would be more appealing and engaging in the marketing fields. On TV, the

effect is even more significant on the focused viewers, and consumers can understand it and see

the website images, mobile apps images.

Creativity and its impact: To make CHALDALS more impressive, it is effortless to develop

innovative advertisements. By adding music, animation, singers, acting, dancing, jingles,

messages, and the opportunity to offer our brand's full vision for the viewer's tremendous appeal

and interaction. On Television advertising, we can place the ads on any news channel and in

between the programs. Such as Atn News have "Naveed Mahbub Show", "Cooking show-

Golden Recipes", "Atn Busines & Finance Show". On the other hand, Channel 24' have shown

"Sports-24", "Business-24". Furthermore, we can also add the ads on "Channel-I", etc. Likewise,
we can sponsor our ads on "Channel-I" which have "Trittio-Matra" talk show,

where guests discuss the contemporary issue, and also on "NTV" because they have a program

called "Mahilangan". By all these channel ads, viewers can see characters referencing

CHALDAL's product or business, and they can also recall this ad for longer. And they are

hooked up with all these channels programs. These channels TRP is too high.

Captivity & attention: Television has the potential to attract the masses within a limited

amount of time. Since tons of people crowd around the television every night to catch programs,

entertainment, sports, or movies, a TV advert hits its entire target audience. Any message should

be grasped in 30 seconds; like in the middle of the news, we can place a short ad. Additionally,

the listeners will ready to pay more interest in TV advertisements because it hits the viewers'

focus during the most conservative state.

Selectivity and Flexibility: Selectivity or variation is possible because many TV advertisement

options, choosing time and demographic to reach, make it flexible. Likewise, if we broadcast our

ads in the middle of the news or sport, the short ad can grab their attention.

Coverage and cost-effectiveness: The CHALDAL target audience should be the mass market or

mass audience, and we need high content. Television gets plenty of coverage because viewers

will see this ad on many channels. Such as Channel I, NTV, ATN News, Channel 24, etc. For

television commercials, the total cost is high, and the relative cost is low as it covers a vast

number of viewers. In terms of effectiveness, the TV would be the best medium for CHALDAL's

advertising campaign.
Radio

We will run our ads on the radio too. Radio ads provide a focused audience of customers

interested in our online service to send a straightforward but strong message. These ads will

attract the interest of people.

Cost-effectiveness: For promoting CHALDAL, the radio would be an excellent way to reach out

and motivate our target community at a low cost. It takes little time and energy to achieve more

significant outputs in the market.

Integrated marketing opportunities: We can still provide integrated marketing strategies on the

radio, enabling us to quickly and effectively position our brands in the marketplace. Like in

Spice Fm radio, RJ announces that students are taking part in a particular activity that would be

part of some event or school-university.

Mental Imagery: We'll try to produce jingles or narrative advertisements for radio. It'll be

placed in radio channels like "ABC Radio", "Radio Foorti", "Spice Fm". "ABC Radio" have

programs called 'Kuasha', 'Moushumi Hawa presented by Moushumi'; "Radio Foorti" have

'Dhaka Calling', 'Bhoot FM', 'Foorti Unlimited' etc. And all these programs ads are going to

create mental imagery focused on our brand name. We want the audience to build the entire

image in their heads, to make their imagination work. Adding relatable characters lets them relate

to the story and makes them want to find out what happens next, which indicates they're going to

keep tuned in.

Flexibility: A good script, plot, high-quality mike, catchy speech, and associate

qualifications are all it takes to create an appealing ad, and if at the last minute if any updates

need to be taken, we can do it without much of a slump.

Print media:

The print media that we chose for promoting our online business is Newspaper & Magazine.

This will offer a significant number of advantages. Newspaper & magazine advertisement lasted

longer than most advertising, and it is still the first kind of advertising that we see today.

Newspaper

Newspapers bring a ton of benefits to marketers because they make for more innovative and

immersive marketing strategies.

Reader involvement and acceptance: Having an ad in a newspaper ensures that we can

communicate to an audience attentive to our message and respect the information found in a

particular newspaper. Many people still favor the traditional print format for news even after

technological improvement. Readers are much more likely to pay attention over prolonged

periods for print media such as newspapers. Newspaper advertising may stretch across several

columns, including full-page, half-page, fifth page, or other customized sizes. Dhaka city citizens

prefer to read Prothom-Alo, Samakal, Jugantor, etc. Also, this newspaper comes with some

special read "Prothom-Alo", "Jugantor", "Kaler Kantha". And all of these have some weekly

special editions or features editions; such as "Noksha", "Adhuna", "Dolchut", "Shuranjana",

"Ronger Mela". And we should include our ads in these newspapers and these

special editions too to grab the readers' attention.

Extensive penetration: The CHALDAL newspaper advertisement will be the most effective
medium to have comprehensive coverage. Because it will help to succeed in reaching over
several potential customers.

Geographic Selectivity: We can pick DHAKA as a targeted region for the CHALDAL brand

according to our customers for this online market, we thought of newspaper, and this can help us

meet our real future customers.

Service Offered: From this, we can place an ad on the front page, including a message that we

need a designer or specialists who can give the idea to make ads for CHALDAL's own company.

By this people will be more interested.

Magazines
For CHALDAL, we will also use magazines are successful promotional tools for any business.

Magazines have unique values for our targeted group.

Selectivity: One of the keys to using magazines as an advertising platform is to serve a particular

and desired target audience. Numerous people read a lot of different magazines per week or

month. And these readers will become more educated or amused. Persons who operate in other

professions depend on company books and magazines. Likewise, Dhaka city's people read

magazines, and they prefer to read magazines such as - Shananda, Ice-Today, Canvas,

etc. These are the monthly magazines containing a lot of suggestive information & also includes

cooking, food, hobbies, fashion, personality, and entertainment. So, people whoever reaching

through all these magazines, they will see the ads of CHALDAL.
Creative flexibility: Magazines have established norms capacities. It also gives

clients a great deal of choice regarding the form, scale, and location of advertising messages.

Some magazines offer a range of exclusive options that can boost the ad's artistic value and raise

attention and readership. For CHALDAL, it'll be beneficial, and these magazine ads will also

share some creative options. Examples are gatefolds, bleed pages, and inserts.

Permanence: We are choosing magazines because it has high permanence. Magazines, though,

are usually read for many days and are mostly stored for information. They stay in the home

longer than most other mediums and are generally read to many days.

Reach and frequency:

Reach: To reach awareness, prospective customers are introduced to brands. CHALDAL's goal

is to make as many people aware of them as possible. This advertising aims to create a favorable

impression of our company, eventually contributing to a purchase. Dhaka now has 8.906 million

persons since most of Dhaka citizens, but we are destined to reach at least 45% of the Dhaka

citizens.

Frequency: Frequency is the amount that determines how much one can see our ad in a specific

period on TV or other media channels. As we realize, almost anyone who watches the show may

not remain in the space to see the commercials and might even ignore ads, so we need more

frequency to put our ads to our prospective customers. CHALDAL, therefore, wants to hold

viewers in the room and to watch our advertising, and we, therefore, need high frequencies so

that we can quickly draw the interest of our target consumers to our online company. Our

frequency will be 1:3, which means that our frequency level will be three times for one potential

customer.
Section 7: Support Media

Support media is being used to attract and support specific viewers' messages on the target group

that mass media have not met. For support media, we are going to use Outdoor Advertising and

Transit Advertising.

Outdoor Advertising: For CHALDAL, an outdoor advertisement can be the most pervasive

communication form. The idea that outdoor ads may be put along roads, outside supermarkets, or

on mobile billboards, basically anywhere that is lawful, is quite beneficial. It can span state,

regional, or even domestic markets. We can use some of the shopping places for outdoor

advertising, such as – Bashundhara City, Jamuna Future Park, Baily Star, Pink City, etc.

The advertising may be incredibly artistic. Draws attention towards large prints, colors, and other

components. Outdoor advertisement will stay technologically creative, and for this reason, an

electronic billboard will be used.

Transit Advertising: CHALDAL would also allow the use of transit ads. Apart from this,

Transit advertisements can often be seen in the part of unique ads displayed above seats in cars,

on the sides, or back or top of buses, taxis, or an electronic display. We can use our transit ads on

Dhaka Chaka, Gulshan Dhaka & and Green Dhaka buses; because people keep reading the

commercials when caught in traffic. And these buses route is "Abdullahpur - Motijheel &

Nobinagar - Motijheel Route" and "Gulshan Circular Route". Traffic congestion is nothing

new on these routes. If someone takes the same bus every day back and forth to work, they will

have the chance to see the commercial 20 to 40 times in one month.

Communication tools:

Social networking websites are the communication tools that we all use for our brand. When

people began using sites like Facebook, WhatsApp, Twitter, IMO, YouTube, etc. And customers

select here most active apps and advertising. These websites will also be used to extend our

brand's reach to them. Facebook, YouTube, Instagram are easy to get started. And in virtually any

given wavelength, the text, images, videos, live videos, and stories fit very well on these

websites. Clicks on website advertisements are used to submit users of social media on an

external site. Installing smartphone applications will encourage and boost the number of

installations. The application's involvement may inspire social media users after it has been

installed. We see somewhat different coping methods with social media marketing and organic vs

paid content for social media advertisements. In each scenario, the tone, material, and user

behavior of the massages differ.

Section 8: Spokesperson

Chaldal is an E-business which sells home products

mainly focusing on groceries. The major targeted
customers of Chaldal are the people who have a very
hectic daily schedule. For those people who don’t have
much time for going to the market physically at the end
of the day, Chaldal makes it very convenient. We would
love to appoint “Rubana Huq” as the spokesperson of
Chaldal. She is a Bangladeshi businesswoman and poet.
She is the current managing director of Mohammadi
Group, a Bangladeshi conglomerate. She has a very likeable corporate personality. The source
attributes of appointing her as the spokesperson, falls under the source “Attractiveness”. Her
presents as a source will be under the “Likability” as Rubana Huq has an attractive likeable
personality. Also, she is more like a person who would go with our brand because of her
corporate type personality which is positioned on the audience’s mind as she is a
businesswoman. People can understand that she doesn’t have enough time to do the daily
shopping in store because she spends much of her time in her job and other work. This will be
very relatable to our major target audience and they can relate our brand & her with them.

The success of the endorser will depend on the cultural acquirement that she will bring to the
endorsement process. She also has a different personality of strong mother. She is the wife of our
honorable ex-mayor of Dhaka North City Corporation, Annisul Huq. She is a very proud mother
of 4 children. So, for his reason, the targeted family individuals can find her relevant and similar
with them. Rubana Huq doesn’t have any bad reputation or bad records, people can trust on her
which will drive more customer to purchase products from Chaldal.

Finally, because of endorsing a corporate icon like Rubana Huq as the spokesperson of Chaldal,
her followers and lovers will be influenced to purchase from Chaldal because of our
spokesperson’s likeable personality and also not to mention the people will also trust our brand.
Section 9: Conclusion

Conclusion:

Chaldal believes that time is so important to Dhaka residents, which they shouldn’t be wasting in
traffic for just to buy some daily groceries. To save that valuable time of every persons, chaldal
delivers every day needs to their customers’ door-steps. We have mainly targeted those
individuals those who have a hectic daily schedule who don’t have enough time to purchase from
the stores.

In the IMC term paper, we have discussed about the market situation and analyzed the scenario.
We have included the 4ps, competitors’ analysis & SWOT analysis as well. For the segmentation
of the market, we will be doing it by differentiated segmentation. And we have also used both
positioning by product attributes & positioning by price for the positioning part of Chaldal. Our
big idea mainly refers to their pricing strategy and their quality product. We also followed
cognitive message strategy for our poster. We have covered product attributes, customer benefits,
leverage point, personal values and tagline “ববজবর এখন ঘররই”. Chanchal Chowdhury was
endorsed as a celebrity on our poster. In our poster, we tend to specialize in each verbal and
visual message.

For appealing the people, we used two appeals which are product/service popularity appeal

& favorable price appeal. The execution is done by the implementation of “slice of life”. For
advertisement of the products, the traditional broadcasting channels we've chosen to speak with
our targeted customers are television & radio also print Medias like newspapers and magazines.
Chaldal will be focusing on outdoor and transit advertising along with social media
communications as well. Finally, we have also selected a spokesperson of chaldal, who is none
other than Rubana Huq. This is how we portrayed the whole IMC term paper based on our poster
that we have made for our brand “Chaldal”.
Future plan for Chaldal:

In the future we are focusing on expanding our business geographically. Chaldal provides home
delivery service on Dhaka and uses courier service to do the delivery of the products which is
outside Dhaka. But we are planning to open another branch for delivery in Chittagong because it
is a commercial area like Dhaka. And gradually we will open branches on all the divisions of the
Bangladesh in the future. We try to stay active virtually as much as possible using our social
Medias like Facebook, Instagram and YouTube channel. Recently, we have planned to make
short interview and documentary videos of the farmers and to upload them on our social Medias.
We will be making a series of talk shows of farmers where they will demonstrate how they
cultivate rice. This will be published on our very own brand’s YouTube channel. In this way by
engaging more audiences to watch our contents we will be successful to make the people to trust
us. We are also planning on increasing different loyalty programs for our existing consumers for
high customer retention. Finally, we will be focusing on the targeted potential customer of our
brand “Chaldal” and try our best to drive them to purchase from us with different incentives and
offers.
Section 10: Appendix

---------------------------PTO---------------------------
Primary Research Information

Interview Checklist
1. Why do you prefer Chaldal for your groceries?
2. What is the reason you switched to Chaldal for online groceries shopping?
3. Do you use Chaldal regularly?
4. How Chaldal helps you to save both your time and money?

Interview Summary

 Number of people Interviewed: 5

 Age of Participants: 23 and above

 Gender: 3 females, 2 males

 Profession: Doctor, Corporate job holder, House wife

Interview Method

We took notes, as most of the interviews did not prefer recording for the interview method.

Interview Findings

Chaldal.com users are mostly job holders. We asked four questions and we got almost 80% of
positive feedbacks about Chaldal. From our first question job holders replied that they prefer
Chaldal over local bazaars because with the help of Chaldal they can stay stress free about their
regular grocery shopping. Because they can order from anywhere, anytime. Besides they are very
satisfied with Chaldal’s quality product and fresh groceries. The other person who was a house
wife said that she prefers Chaldal because of their fast delivery system. She said because of
Chaldal’s fast delivery she is significantly happy and she can finish her house works on time.

For the second question, everybody responded that they have switched to Chaldal or online
shopping for groceries because going out for groceries are more time consuming. Besides as
costs are comparatively affordable so they prefer online shopping for groceries.
Most of them prefer Chaldal, as their services are very convenient for them. And their loyalty
towards regular customers have been very beneficial to them as they give a lot of sales every
month as well.

For the third question, we got favorable answers for Chaldal. They said going out for fresh
vegetables is very much impossible everyday especially during this pandemic. But Chaldal made
grocery shopping easier for them. As they can get fast delivery and they always get fresh
vegetables, fruits etc. Even house wives are preferring Chaldal now-a-days as they think Chaldal
is better than local bazars. They commented that Chaldal’s products are fresher than local bazars.

The final question was about saving time and money. From the interviews we got very
impressive answers. They said they can save more these days because of Chaldal. As online
shopping helps them to save time where Chaldal also helps them save money because of their
reasonable pricing. In fact, there delivery charge is less than any other online grocery shops. But
some of them said that they said local bazaars pricing are less than Chaldal. So, they prefer local
bazaar.
 References

Population 2020 (Demographics, Maps, Graphs). (2021). Retrieved 15 January 2021 from

https://worldpopulationreview.com/world-cities/dhaka-population

Chaldal Online Grocery Shopping and Delivery in Dhaka | Buy fresh food items, personal care.

baby products and more. (2021). Retrieved 16 January 2021, from https://chaldal.com/

Frequently Asked Questions - Chaldal Online Grocery Shopping and Delivery in Dhaka | Buy

fresh food items, personal care, baby products and more. (2021). Retrieved 16 January

2021, from https://chaldal.com/t/Help

Local Transport (2021). Retrieved 15 January 2021, from

http://www.parjatanbd.com/details.php?id=26