MKT337 (Promotional Management)

Section: 05
Final Report on Integrated Marketing Campaign

Submitted To
RafsanElahi
Senior Lecturer
Department of Marketing and International Business
School of Business and Economics
Submitted By

NAME& SERIAL ID
Farha Sikder Elvy 1620948030
Maimuna Patwary 1722207030
Nahian Nabil 1410240630
Absar Mohammad Arman 1721131030
Ridwanur Rahman 1620731030
Adiba Fairuz Prome 1712792630
Md. Fahmidur Rahman 1512407030
Maksuda Chowdhury 1812977630

Date of Submission: 25th January, 2021

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Contribution Table

Name Contribution Topic

Farha Sikder Elvy SWOT, 4ps, Integrate PR strategy, Interactive Marketing,

Internet marketing, Print Media, Support Media
Maimuna Patwary Segmentation, Target Market

Nahian Nabil IMC Budgeting

Absar Mohammad Arman Acknowledgement, Executive Summary, Letter Of

transmittal, Introduction, Competitor Analysis, Setting
Objevtive
Ridwanur Rahman SWOT, 4Ps

Adiba Fairuz Prome IMC Situation Analysis, Positioning Strategy, TVC

development

Md. Fahmidur Rahman IMC Situation Analysis, Positioning Statement, TVC

development

Maksuda Chowdhury PR Event & Publicity, Sales Promotion

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Letter of Transmittal

24th January, 2021

To
RafsanElahi
Senior Lecturer,
Department of Marketing & International Business
North South University, Dhaka

Dear Sir,
We are pleased to present to you our report on Integrated Marketing Campaign for Yakult
probiotic milk beverage of Yakult Honsha Company Limited. We have eagerly developed a
three month long campaign which is aimed towards increasing the exposure and sales of the
aforementioned product. Our campaign includes promotion through broadcast media, print
media, social media and outdoor activities.
We express our utmost appreciation for providing us the opportunity to work on this project.
Working on this project has helped us delve into our creativity in the field of advertising and
promotion.

We sincerely hope we have been able to meet your expectations with our ideas.
Best regards,

FarhaSikderElvy
MaimunaPatwary
Nahian Nabil
Absar Mohammad Arman
Ridwanur Rahman
Adiba Fairuz Prome
Md. Fahmidur Rahman

Maksuda Chowdhury

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Table of Contents

Executive Summary...................................................................................................................6

Introduction................................................................................................................................7

Competitor Analysis...................................................................................................................7

Setting Company Objectives......................................................................................................8

Segmentation & Target Market..................................................................................................8

SWOT ANALYSIS....................................................................................................................9

Marketing Mix.........................................................................................................................10

IMC Situation Analysis............................................................................................................11

Positioning Strategy.................................................................................................................11

TVC Development 12

PR Event & Publicity...............................................................................................................12

Sales Promotion.......................................................................................................................13

Intergate PR Strategy...............................................................................................................14

IMC Budgeting 15

Interactive Marketing...............................................................................................................15

Print Media...............................................................................................................................17

Internet Marketing....................................................................................................................17

Social Media 18

Support Media..........................................................................................................................19

References................................................................................................................................20

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 Acknowledgement
We would like to express our sincere gratitude to our faculty Mr. RafsanElahi for giving us

the opportunity to work as a group on this report. The report wouldn’t have been materialized

without his support and guidance. Working on this report gave us a great opportunity to

critically think about the theories that we’ve learnt throughout the course and incorporate

them into a more practical scenario. We would also like to thank our all our group members

for their effort, support and dedication in developing the report.

Executive Summary

The group project report represents Yakult Probiotic milk beverage campaign and its criteria

analysis in terms of promotional campaign. We have applied the concepts as realistic and

practical as possible throughout secondary research and critically analysed to find the

weaknesses and concluded with appropriate recommendations.

This report is done all together give the marketing knowledge of Yakult Probiotic milk

beverage how it improve digestion and helps to build immunity. By actualizing some

marketing hypotheses and give examination dependent on that. This report covers the

accompanying themes which we are trying to increase the sales promotion of Yakult

Probiotic milk within 3 months.

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Introduction
Yakult is a very delicious probiotic fermented milk drink that contains Yakult's exclusive
probiotic Lactobacillus casei strain Shirota (LcS).

Yakult basically helps people to improving their digestion and helps to build the immunity of
people. LcS was discovered by Dr. Minoru Shirota who helped to found Yakult Honsha in
order to commercialize it. He realize that the many good bacteria in the human digestive
system were the real heroes of human health. A lot of research has led to the creation of a
new type of good bacteria, which goes from living in the human digestive system to its own,
gives people good health, maintains the balance of various other bacteria that help the
digestive system - a new name for this group of good bacteria - Lactobacillus casei strain
Shirota. Then, In order to create a strong, healthy country people, by mixing live bacteria
with Lactobacillus casei strain Shirota bacteria in small bottles, the drink began to reach
various parts of Japan, Professor Shirota named this new healthy drink ‘Yakult’. Founded in
1935, Yakult's manufacturing company was a regular business. Yakult is sold door-to-door
by a woman called Yakult lady in some countries in Asia including Japan and India, as well
as in Latin America.Small bottles crossed the Japanese border into Brazil, the Americas,
Europe and Asia, and finally into India. Yakult currently has its own research centre for more
in-depth research into microbiology.

Why choose Yakult Probiotic drink:

Our Yakult probiotic drink highlights; it will be budget friendly and easy to get in shop also it
helps to build immunity and reduce risk of infections. From children to the elderly, good
digestion is important as around 70% of our overall immunity lies there. It is a dairy based
beverage. Probiotics promote proper intestinal environment, and stimulate the gastrointestinal
tract and strong immunity The ingredient will be used for the smoothie are – Milk, Protein
Powder, Chia Seed, organic flavor. Probiotics help with the following conditions:

1. It helps balancing bacteria in your Digestive System.

2. It can help prevent and treat Diarrhea.
3. It may reduce certain Food Allergies and Eczema
4. It will help to reduce the symptoms of Digestive Disorders
5. It will boost the Immune System
6. It may help people to lose weight.

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Competitor Analysis

Aarong

In BangladeshBRAC dairy was the first dairy company who have received ISO 22000
Certification, at every stage of dairy productionset an example of vigilance, processing, and
distribution contributing to dairy products’ safety and security record. And their most
demanding nutrious drinks items are: Laban drinks, Matha drinks, and Uht flavoured drinks.

PRAN

PRAN health drinks serve the niche need of healthy drink sespecially popular among people
conscious with their health. Health drinks are globally available at the nearest local consumer
shops. Their dairy product is popular among our TG.

Hamdard

Hamdard's founder Hakim Hafiz Abdul MajeedfoundedRooh Afza. Their one of the most
demanding product in bangladesh is sharbat drink which made from Rooh Afza syrup. Rooh
Afza is often mixed with cold water or milk, poured over ice cream, or licked surreptitiously
off a spoon. It is considered as a healthy drink.

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Setting Company Objective

The main objective of Yakult probiotic drink is to maintain customer satisfaction and
increase sales in Bangladeshi market.

Increase the brand awareness and knowledge- As it is a new product for our consumer.
First we have to create awareness. We will alanalyse consumers preference and liking.

Communication Objectives- Increase the offline and online Brand healthy digestion
awareness by 100% amongst the product’s target market over the course of a year.Becoming
the first choice of customers by fostering better relationship with them.

Sales Objectives- Increase sales by 30% within next 1 year. Increase market share to 25%
within next 12 months.

Segmentation and Target market

MARKET SEGMENTATION

DEMOGRAPH
ICS GEOGRAPHICS

Age: 10 - 50 National

Gender: Male & Female Dhaka & Chittagong

Income: Middle to
upper-middle class

Personality-
PSYCOGRAPHICS
greggregarious BEHAVIORAL
GregariousGregarious
GregariousGregarious
concern Benefit sought

Loyalty- Shifting Usage rate- Heavy

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Demographic Segmentation: The age group that we will be targeting for this campaign is
from 10-50 years because, the people that fall under this age group, are more likely to drink a
probiotic beverage. We will be targeting both male and female and income group of lower to
upper-middle class. This is because, Yakult is a comparatively Budget friendly product,

Geographic Segmentation: Dividing a market according to location is critical if we need to

target an ad to people in a specific area. It can also be useful if we are targeting a broad area
because it will be easy to deliver our messaging. To start with we will be targeting Dhaka and
Chittagong and later we will introduce our product to other urban areas or cities like Sylhet
and Cox’s Bazar.

Psychographic Segmentation: It is similar to demographic segmentation, but it deals with

characteristics that are more emotional and mental. These attributes may not be as easy to
observe as demographics, but they can give us valuable insight into our audience’s motives,
preferences and needs. We will be segmenting our customers based on lifestyle, attitude and
loyalty.

Behavioral Segmentation: Customers can be divided based on behaviors they display which
allows us to create messaging that caters to those behaviors. We will be segmenting our
customers based on benefit sought and usage rate.

SWOT Analysis

Strengths

 Yakult has successful global presence because of their probiotic drink.

 People of all ages like after the age of 5 can consume this milk.
 It is budget friendly and it helps to build immunity
 People are getting more health concern during this pandemic.
 Middle class and upper middle class can afford it

Weakness

 It is limited by their flavor.

 People in our country are not very familiar with probiotic drink.
 The current packaging of Yakult does not draw much attention of the customers.
 People are confuse about its size of the bottle.

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Opportunities

 There is a latent demand of healthy and nutritious drinks in the Bangladeshi market.
 Yakult contains micronutrients such as zinc, protein, vitamin A and vitamin D that
people need to consume regularly.
 As per the facts, in order to resist against the deadly COVID-19, people should
include the Yakult in their daily diets.
 Bangladesh government has taken BDT 4,280 crore project “Livestock and Dairy
Development Project” which will be very beneficial for the empowerment of the dairy
industry
Threat

 There is a gap in the knowledge management of the dairy industry.

 A number of other probiotic foods are on the market, which are more recognizable to
the consumer. E.g. Yogurt.
 The competitors such as Pran, Aarong, Milk Vita, etc. are a threat to Yakult as they
have already positioned themselves in terms of preference in the consumer market
 People are sensitive about daily consuming products, switching cost of buyer is low.

Marketing Mix

Product
Yakult is a delicious probiotic drink that is prepared by the fermentation of milk. It is rich in
micronutrients such as zinc, protein, vitamin A and vitamin D, as it contains Lactobacillus
casei Shirota, a rod-shaped bacterial strain. It is available in bottles of 65 ml, 85 ml, and 100
ml also available in 5bottled family pack. It is offered in two types, the red bottle that is the
first drink, and the blue variant that is sold as Yakult Light with less sugar.
Price

Size Price
65 ml 22tk
85ml 30tk
5 bollte pack Yakult Drink 150tk
5 Bottle Bundle pack Yakult light 200tk

Place
Yakult probiotic drink will be available for sale in all the major supermarkets across Dhaka
and Chittagong. The products will have a dedicated fridge installed in major supermarkets at
its initial phase to increase its visibility and facilitate the first trial process. It will also be
made available through all the major online delivery channels chaldal.com, Bazarache.com
and Foodpanda grocery as well as their dedicated website
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Initially we are starting from Dhaka and chittagong. After that we are targeting to reach in
Rajshahi, Cumilla, Khulna and gradually we will increase our targeting area depending on its
demand
Promotion
Both ATL and BTL promotions will be carried out throughout the launch process of Yakult
Probiotic Drink. From traditional media, Television advertisements and Print Media will be
used to inform the mass audience about the new product in market. Social Media platforms
including dedicated Facebook and Instagram pages will also be used to promote the items.
Celebrity and Fitness icons of Bangladesh will also be contacted to endorse the product to the
relevant target audience. We will also advertising through most popular channel such as
Food panda and Shawpno besides. We will also engaged in sales promotion, TV
commercials, Internet ads, Catalogs, billboards for the promotion

IMC PROGRAM SITUATION ANALYSIS

Objectives: SMART approach
Goal: Our goal is to establish YAKULT in the Bangladeshi beverage industry to improve
digestion and to build immunity of the people by providing them this sweetened probiotic
milk beverage.
Specific: Grab 60% of middle class and 40% of upper-middle class people.
Measurable: Increase the market share by 10% of the beverage industry.
Attainable& Realistic: We will try to gain 40% by holding the current market and by
attaining the satisfaction of the target customers of middle to upper-middle class people. By
achieving this, we can gain 10% of the market share.
Time bound: All these targets should be achieved by 6 months from commencement.

POSITIONING STRATEGY
Brand: YAKULT
Tagline: Every Day is a YAKULT Day
LOGO:

Brand image: Sweetened probiotic drink which helps to digest.

Brand personality: Family Oriented
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Positioning by Attributes & Benefits: YAKULT helps to restore the balance of the friendly
bacteria in the gut and helps to digest by improving the immunity system.
Along with these benefits, YAKULT provides ‘Functional appeal’ and ‘Emotional appeal’
to the consumers.
I. Functional appeal: Fresh Product, Healthy Ingridient
II. Emotional appeal: Improved healthy lifestyle, supports sustainable methods,
strengthens family bon

Aim of the TVC: our TVCs are made in such a way that will gain the attention of the people
of all ages. It is fun to watch yet very informative which will be helpful to adapt a healthy
lifestyle by consuming this healthy Probiotic drink. We will endorse Tamim Iqbal for our
Brand promoter. Considering the fact that most of the Target Audience are young and middle
aged people.

TVC: We will use a tvc from India with our Bengali voice over. Here An animated Father
and Daughter figure is taking about probiotics. The daughter is telling her father that it is a
healthy bacteria. It keeps our gut healthy.
https://drive.google.com/file/d/1v_pftk7IG_4sMFtWJ6i8sgHJv_eK5bld/view?
fbclid=IwAR0XdmWIB1zR6SQKZIvIO0pb2FydjAFTFNuaDLlgZMeoTmknfneAmD7kQN
M

PR event & Publicity

If we take the timeline for the next six month we need to consider the pandemic situation
here. So, we will not be able to do any offline campaigns like in school, college or
universities, or anywhere because of safety issues. But here we can use online platforms for
PR and publicity.

Tools /ways for PR & publicity Description

·         Celebrity endorsement Celebrity endorsement will help to build brand

  equity ,capture consumer trust

·         Experience sharing from People from different areas like gym, hospital will share
credible source/area/person in web their feelings, experience on social media and Instagram
  so that the brand becomes more trustful and popular.

·         Online quiz/contest We will arrange a contest where people will get gift
packs if they win.

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·         News / Media coverage Newspaper, articles, TVC networking with some
members of different media channels and journals for
this purpose.

·          Use of 3D printing/object We can use 3d printing in crowded places, we can use

cardboard holding our brand ambassador’s picture to
grab the attention from the consumers.

Sales promotion
Basic roles for sales promotion is to inform, persuade and remind prospective customers
about a company and its offerings. Indeed the most useful product/ brand will be able to gain
success if the consumer does not know about its existence. Channels take more time creating
awareness and increasing sales.

The tools that we are going to use in our sales promotion are written below-

Price off: we can provide some short of additional service and cost effective opportunity
during the month of Ramadan. This offer can be given on other special days as well.

Buy 5 to get 1 free:  Instead of buying one get one offer we are going to provide this offer
because our product is not so costly and this offer will take care of the sales and profit margin
as well.

Coupon: We can provide coupon offers for the retailers so that a price sensitive person gets
attracted by the opportunity. This will also help to increase the repeated purchase.

Email marketing and massaging: we will inform the customer about our special offer,
discount by email /message so that the consumer becomes aware about our offerings.

Search card: we can use search cards for our sales promotion. We can provide gifts like
tiffin boxes, pencil boxes, and mobile recharge. It will be really interesting for the consumer.

Combo pack offering: We can offer a combo pack like if any customer buys 5 packs
together then he/she will get a free gift (i.e.-pen)

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Integrate PR Strategies

Pre-Event- To generate a buzz for this new product we will offer a point of purchase
displays in different retail stores, specifically around the cereal and milk aisle, that will have
the same message. They will hung a “Coming Soon” Banner.

Post Event- For the post-event, Yakult will run the first TVC with the message ‘এই রমজানে
অস্বাস্থ্যকর পানীয়কে না বলুন’.

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IMC Budgeting-
ATN Bangla
30 second TVC monthly Cost= 7070x30= 212100
1 slot from 6pm-2pm costs 7070 for ATN Bangla.
So, if we run 3 TVC daily in 3 different slots (one before, after and in the middle of the
nighttime news) then monthly cost for TVC in ATN Bangla is212100x3= 636300 BDT
Bangla Vision
1 slot for a 30 second TVC in BV costs 9000tk. But the price range vary based on shows,
time and news.
1 slot for a 30 second TVC in BV just before the news starts cost 22500
1 slot for a 30 second TVC in BV for first spot in first mid break during news cost 25000
So TVC spots in Bangla vision is very costly. So, we are just going to run 2 TVC daily in 2
different spot categories. The monthly cost for TVCs in Bangla Vison would
be(22500+25000) x30= 1425000 BDT
NTV
1 slot for a 30 second TVC in NTV costs 16500tk. But the price range vary based on shows,
time and news.
1 slot for a 30 second TVC in NTV just before the news starts cost 25500
1 slot for a 30 second TVC in BV for first spot in first mid break during news cost 33000
So just like Bangla Vision TVC spots in NTV is very costly. So, we are just going to run 2
TVC daily in 2 different spot categories. The monthly cost for TVCs in NTV would be
(25500+33000) x30= 1755000 BDT
Prothom Alo
Front Page 9 Inch Column Full Color for 6days= 30000*X6= 180000 Tk
Front Page 9 Inch Column Full Color for Friday= 33000 Tk
So Front Page 9 Inch Column Full Color for a week= (180000+33000) Tk= 231000 Tk
So Front Page 9 Inch Column Full Color for a month in Prothom Alo=(231000 x4) =
852000BDT
The Daily Star
Front Page 12 Inch Column Full Color for 6days = 18000x6= 108000TK
Front Page 12 Inch Column Full Color for Friday only= 19000tk
So Front Page 12 Inch Column Full Color for a week= (108000+19000) = 127000TK
So Front Page 12 Inch Column Full Color for a month in The Daily Star= (127000 x4) =
508000BDT

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Billboards
Gulistan to English Road Circle = (10*20) ft = 200sft x 1000tk = 200000Tk
PanthoKunjo, KarwanBazzar Traffic Circle= (16*30) ft= 480sft x 1200tk = 576000Tk
Navana Tower, Gulshan 1= (17*20) ft = 340sft x 1500tk =510000Tk
Bata Signal, Elephant Road, Dhanmondi= (8*12) ft= 96sft x 1450Tk = 139200Tk
Mirpur 10 Circle= (22*12) ft = 264sft x 950tk = 250800Tk
So total 5 billboards throughout the Dhaka City per month costs = 1676000 BST
(approximate)

Interactive Marketing
Interactive Marketing is where the customers share their perspectives, decisions, and
inclinations about the product so the seller could improve it.

Polls and Surveys

Online questioners will be a effective interaction. This will contain interactive visuals,
photograph and question. We will ask them to select pictures, their answer. This will provide
us a insight about consumers thinking and their preferences. Google Survey link-
https://docs.google.com/forms/d/e/1FAIpQLSffleEIHbfz9PvzX8WZX5HORgAqfc7H1WfS
YMxkdHOvhDRJuQ/viewform?usp=sf_link

Quiz

It is a short form of contest. We will set up small booth outside different super shop such as
Shawpno and Meena Bazar. We will give them some simple question or fun solving puzzle
related to our product. they will get a free sample if the participated in the quiz. That will
create awareness and help promote the product.

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Print Media

Newspaper- An integrated and consistent message will be shared across both TVC and Print
Media considering both of them are targeted for a mass audience. Thus, the Print Media
advertisement will also showcase the benefits of Probiotic drink as a fast breaking breakfast.

Internet Marketing

Website
 For internet marketing we will use our own website. There will be new revised
website to meet the modern day customers where there will be all types of
information, feature about the brand such as product category, prices etc. with
pictures.
 From our website anyone will be able to know about our offers & events.
 There will be live chat option, if any gets into any trouble they can contact.

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Youtube
Yakult will be sponsoring episodes of different Bangladeshi Food Channels such as Banglar
Rannaghor, where they will be incorporating various Yakult products for preparing delectable
meals.

Social Media:
 Facebook: We will open a facebook page and create event will be used various status &
pictures of the product. there will be review option. Through this we will be able to know
the customers feeling towards the brand, their thought, attitudes by their commands.

.
 Instagram: Yakult from other country has account on instagram as it is a popular
social media platform. We will also open an account for Yakult. We will be keep
updating about offers.

 Banner ads: Using different banner ads for display advertisings;

 Pop Ups/ Pop under: Pop ups & pop under on some popular websites or in social
media in time of browsing;
 Behavioral Targeting: Providing the ads of our service by using the behavioral
targeting & tracking cookies of our target customers.

Interactive Infographics

This will help people know about your product benefit or use. It will increase a greater brand
awareness.

https://view.genial.ly/5ff743325757e30fe1fb33d0/vertical-infographic-probiotic-smoothie-
benifit

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Mobile Marketing:
Yakult will make an agreement with Shawpno. The registered customer will get SMS about
this product. which falls under permission marketing. Those who will show the SMS will get
15% discount on family pack.

Support media

Aerial Billboards: Dhaka city has many fly-overs. Thousands of people use those roads. So,
for Aerial advertisement we will use that large ballon in “Kuril Fly-over”, “Mohakhali Fly-
over” etc. Also, on our special events we will use “LED scrolling night sings”.

Transits: According to our target market, we aim to place advertisements in transport Dhaka
Chaka, Greenline and in the terminals of Shah Jalal International Airport and also in bus
terminals. It will demonstrate out product.

Digital Screen: We will use digital screen in popular bus stands and in Airports where a
small promotional advertisement will be shown when even someone will pass by. We can
also set a mini booth beside the screen to promote product.

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Billboard: We will set buildboard around Dhaka city and in fly-over. It will attract a lot of
customer.

Reference

1. Team, Sticker Driver Dev. “Television Commercials in Bangladesh with Cost

Estimation.” Sticker Driver, www.stickerdriver.com/blog/Television-Commercials-in-
Bangladesh-with-Cost-Estimation-Blog514Apr2020.
2. International Television Channel Ltd. (NTV). (2020, November 30). বিজ্ঞাপন.
NTVOnline. https://www.ntvbd.com/ntv-online-rate-card
3. Team, S. D. D. (2019). Sticker Driver | How much does a billboard advertising cost
in Bangladesh ? Sticker Driver | First OOH Vehicle Advertising Platform in
Bangladesh. https://stickerdriver.com/blog/How-much-does-a-billboard-advertising-
cost-in-Bangladesh---Blog414Dec2019
4. The Daily Star. (2018, June 24). The Daily Star Advertisement Rate Card 2018.
https://www.thedailystar.net/advertisement
5. Newspaper Ad Rates. (2017). Media Bangladesh.
https://www.mediabangladesh.net/newspapers-ads-rates/
6. What Is Market Segmentation? (2019, March 11). Retrieved from
https://www.lotame.com/what-is-market-segmentation/
7. Yesbeck, J. (n.d.). 4 Types of Market Segmentation with Examples. Retrieved from
https://blog.alexa.com/types-of-market-segmentation/

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