GreenGoats Dairy

Integrated Marketing Communication Plan
Brand Name: GreenGoats Dairy
Submitted to
Anamul Hoque
Assistant Professor
Department of Business Administration
East West University
Submitted by
Name ID
Syeeda Raisa Maliha 2016-3-10-042
Samiul Hassan Tarafder 2016-1-10-057
Md. Ardia Rabbi 2016-3-10-141
Shekh Ridwanul Karim 2016-2-10-102
Submission Deadline: 9th of April, 2019

Contents
1.0 Executive Summary………………………………………………………………………….01

2.0 Communications Marketing Analysis………………………………………………………..03
2.1 Competitive Analysis………………………………………………………………...05
2.1.1 Pran Dairy Ltd……………………………………………………………05
2.1.2 Milk Vita…………………………………………………………………06
2.1.3 Aarong Dairy…………………………………………………………….06
2.2 Opportunity Analysis………………………………………………………………...08
2.2.1 Market Opportunity……………………………………………………...08
2.2.2 Communication Opportunity…………………………………………….08
2.2.3 Product Opportunity……………………………………………………..08
2.2.4 Legal Environment Opportunity…………………………………………08
2.3 Market Segment Analysis……………………………………………………………09
2.4 Target Market Analysis………………………………………………………………09
3.0 Corporate Strategies………………………………………………………………………….12
3.1 Corporate Image Strategy……………………………………………………………12
3.2 Brand Positioning……………………………………………………………………13
3.3 Brand Development………………………………………………………………….14
3.4 Distribution Strategy…………………………………………………………………23
3.5 PR Strategy…………………………………………………………………………..24
4.0 IMC Management …………………………………………………………………………...27
4.1 IMC Objectives ……………………………………………………………………...28
4.2 IMC Budget………………………………………………………………………….28
4.3 Agency Selection ……………………………………………………………………29
4.4 Internet Website ……………………………………………………………………..30
5.0 IMC Methodologies………………………………………………………………………….32
5.1 Advertising…………………………………………………………………………...32
5.1.1 Advertising Goals…………………………………………...…………...32
5.1.2 Advertising Budget………………………………………………………33
5.1.3 Creative Brief…………………………………………………………….34
5.1.4 Advertising Design ……………………………………………………...37
5.2 Consumer Promotions ………………………………………………………………63
5.2.1 Selection of Consumer Promotion Elements ……………………………63
5.2.2 Consumer Promotions Budget…………………………………………...64
5.2.3 Consumer Promotion Samples…………………………………………..65
5.3 Personal Selling……………………………………………………………………...66
5.4 Sponsorship Program………………………………………………………………...66
5.5 Database Program……………………………………………………………………66
5.6 Media Plan…………………………………………………………………………...69
6.0 Evaluation……………………………………………………………………………………71
Conclusion ……………………………………...…………..…………………………………...73
1.0 Executive Summary
It is hard to believe that in this era of consumerism, there is one product that people have demand
for but no company is fulfilling that demand. That product is “goat milk”. That is why
GreenGoats Dairy is here to grab the opportunity and fill up the void in the demand.
GreenGoats Dairy will provide purified and packaged goat milk in user-friendly as well as eco-
friendly milk cartons. Considering the product category, it has no competitor. But if we consider
the dairy industry, there are many competitors that sell cow milk such as Milkvita, Aarong, Pran,
Starship and so on. With growing demand for milk, the market growth of this industry is high.
The primary target market for GreenGoat dairy’s goat milk is adults above 25. We are going for
nostalgia marketing. Our goal is to remind the consumers about their pleasant childhood
memories related to goat milk. It will be effective because people love remembering their past,
especially the pleasant ones. It is a part of their episodic memory. Our secondary market is young
people aging from 10 to 25. As goat milk is nutritious, young people can drink goat milk for
health and nutrition.
Being an upcoming brand, GreenGoats Dairy has no corporate and brand image yet. But we plan
on creating superior brand image and brand equity by using the brand elements and the tools of
integrated marketing communications. Our positioning is based on the fact that we are the first
brand ever to provide goat milk to consumers.
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2.0 Communications Market Analysis
Company Brief:
GreenGoats is an upcoming brand which is going to be the pioneer for selling goat milk in the
dairy industry. This will be the first brand ever to officially sell goat milk to people in a
convenient way.
Marketing Strategy:
Value Innovation:
The value that we have innovated for our consumers is goat’s milk in paperboard containers. For
the beginning, we will only focus on the “goat milk” as our main concern is to be the pioneer in
this sector. Once we established our position in the minds of the consumers, then we will go for
secondary products such as the byproducts that are created while manufacturing and purifying
the milk such as ghee, butter and so on. We are also planning to bring a low fat version after our
brand gets enough acceptances.
Value Pricing:
We will be charging BDT. 55 for half a liter and BDT. 100 for one liter paper milk carton.
Although it may seem a little overpriced, but as our target market is capable of affording it and it
is of premium quality, it is justified.
Value Delivery:
We plan on getting our supply of milk from our suppliers and then after purifying and packaging
we will provide them to the retailer who will ultimately sell the product to our customers.
Value Proposition through IMC:
We will go for television ads, social media marketing, retail advertisement and a few billboards.
Our goal is to build brand equity by conveying the message of nutrition and a premium image
through all our communication elements.
We will also use public relations strategy such as sponsoring events, assigning brand
ambassadors to gain maximum consumer attention.
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Positioning Strategy:
This will be the only brand in Bangladesh that offers premium goat milk in a purified and user
friendly way. This factor here is already enough to create a unique position in the minds of the
consumers as no other brand has ever done so.
Target Market:
The brand’s primary target market is affluent people from Dhaka city as goat milk is of a higher
price than cow milk, because it is rare and premium.
Industry Brief:
GreenGoats falls under the dairy industry which is a well-growing industry for Bangladesh. With
the rise in consumers’ nutrition concern and innovations in dessert items, the demand for milk is
increasing every day. This is where the prospect of this industry lies.
Excluding the non-branded raw milk sellers, the major brands that sell purified and packaged
milk and dairy items are Aarong, Milkvita, Brac, Fresh, Pran, RD, and Starship; with Aarong and
Milkvita in the leading position.
The entry barriers in the industry can seem low if we consider capital intensiveness, switching
costs or economies of size, but if we consider established brand identities then there may be an
increase in the amount of obstacles as giants like Aarong, Pran, Milkvita and a few others are
already leading in the industry. The good news for us is that these giants have only been leading
the industry in ‘Cow milk’ product category and other dairy products, but not goat milk. The exit
barrier is also low in the industry in terms of specialized skills and high fixed cost.
Products in the dairy industry, mostly the milk, never go to the wholesaler. It comes from the
suppliers to get manufactured and then goes directly to the retailer.
Market Growth:
As explained before, the market growth in dairy industry is increasing. People are more health
conscious and their purchasing power is increasing as the GDP per capita is growing.
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Competitors’ communication strategy:
Most of the companies in this sector go for mass media advertisements and retail advertisements,
a few go for social media advertisements as well. But the trend in communication sector is
changing. Even television advertisements are watched on Facebook or YouTube if they get viral.
Very few people actually watch advertisements on television. This is where the opportunity for
the communication strategy lies. Companies need to exploit the social media advertisement
sectors to attract more consumers.
2.1 Competitive Analysis:

If we think of it from the perspective of the product, we can easily say that there are no
competitors in the market as no other company in Bangladesh is selling pasteurized milk in user
friendly containers.
But, as we are considering goat milk to be a part of the dairy industry, we will be considering the
competitors while keeping that in mind.
Our Ultimate Challenge:
Our main challenge would be to convince people to drink goat milk. People are always skeptical
about new brands. So, we need to make them try through operant conditioning and like our
product so that their perception about the brand as well as goat milk (such as people can find fur
in raw goat milk, or it can sometimes be smelly) changes. And we believe that they will change
because we are providing purified goat milk that is free of fur and smell.
Direct Competitors:
There are several giants companies ruling the dairy industry such as Aarong, Milkvita, Brac,
Fresh, Praan, RD, and Starship. Among these, Aarong, Milkvita and Pran are currently doing the
best. So, we will be focusing on them.
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Details on Selected Three:
2.1.1 Pran Dairy Ltd:
Mission  Poverty & hunger are curses. Our aim is to generate

employment and earn dignity & self-respect for our
compatriots through profitable enterprises.
Vision  Improving Livelihood
Strength  Vast brand awareness
 Well trained employees
 Efficient service network and distribution channel
 Have own dairy and manufacturer
Weakness  Mass diversity of products create diversion from the dairy
sector
 Incompetence in communication strategies
 No strong point-of –difference.
 Not enough expenditure on advertising campaigns
Pricing  Pasteurized cow milk (1 liter) - BDT. 65
 UHT cow Milk (½ Liter) - BDT. 45
Positioning  Great distribution channel and availability
Communication Strategy  Sponsoring events and television programs
 TVC, billboard, print media
 Conferences and CSR activities
2.1.2 Milk Vita:
Mission  To gain self sufficiency in the dairy sector with in 2025.

Vision  To fulfill the nutritional demand.
Strength  Has 70% market share of liquid milk
 Customers’ trust
Weakness  Not spending much on advertising
 Not paying attention to increasing competition
 Not enough innovation
Pricing  Pasteurized cow milk (1/2 liter)- BDT. 35
Positioning  Produces milk under its own name and has an image of trust
Communication Strategy  Publishing annual report and up to date company group
profile of BMPCUL.
 Sponsorship of events by BMPCUL.
 Charitable donation by the BMPCUL’s Chairmen’s.
 TVC, billboard, print media
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2.1.3 Arong Dairy:
Mission  To secure market access for dairy farmers, ultimately

helping them generate income.
Vision  No structured vision statement for the dairy sector.
Strength  One of the largest BRAC enterprises.
 Positive brand image
 Strong financial foundation
 Socially responsible
Weakness  Consumer’s confusion about the quality
 Decentralized production
 Diversity of products creating distractions
Pricing
 Full Cream Liquid Milk (1 liter) - BDT. 65
Positioning  Collects milk from over 100 village-level chilling centers,
helps the poor to establish themselves. This creates a huge
impact on consumer perspective of the brand.
Communication Strategy  They mainly go for mass media advertisements and social
media advertisements. Their positive brand image carries
the rest.
Overall Review of the rest:
The rest of the competitors such as Fresh, RD, Starship or others are still in the industry but are
not in the leading positions as they gradually lost their market share due to lack of quality and
communication.
Indirect competitors:
As the goat milk is filled with nutritional benefits, indirect competitors for the product can be
health drinks such as Horlicks, Complan, Boost and many others.
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2.2 Opportunity Analysis:
Opportunities are mostly based on the lacking of the competitors. There may be a market
segment unserved, competitors may be doing a poor job in serving their target market, they may
be incompetent in terms of communicating with their audience, they may be unable to fulfill the
growing market demand, or they may have fallen back on the growing market trend.
In our case, the opportunity lies in the fact that the demand for goat milk in the market is
extremely unfulfilled. No branded company sells goat milk. We have interviewed a number of
people on their view on goat milk. What we have found out is that people want goat milk but
they can hardly find it. Even if they can find raw goat milk in the local stores, those are not
purified and often have fur in them.
2.2.1 Market Opportunity
The market for goat milk is completely unserved. So, there is a demand that has not been
fulfilled by any brand in Bangladesh yet.
2.2.2 Communication Opportunity
The unique brand elements, our innovative launching ceremony, and different uses of
communication tools will definitely give us leverage as no other brand has communicated with
the people regarding goat milk like this yet.
In case of advertisements, we are following the pre-emptive and resonance strategies. We will
promote goat milk and its benefits in the product category as a whole. Because we are the only
company that sells goat milk, if people buy goat milk, they will buy it from us. Also, in our
advertising campaigns, we will be using resonance strategy where we will be invoking pleasant
childhood memories.
2.2.3 Product Opportunity
Our brand is already the only brand that sells goat milk in a purified and packaged way. Small
grocery stores may sell raw goat milk but consumers have complained that they can find fur in it.
2.2.4 Legal Environment Opportunity
The fact that we are environment conscious is appreciated by the people as well as the
government. Also, the goat farmers now have a scope of earning because of the goat milk
business which has created a positive image for our brand.
Our big scope here is that we are selling purified goat milk in eco-friendly paperboard container
for the first time in Bangladesh.
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2.3 Market Segmentation:
We cannot differentiate among consumers based on age, gender, religion or geography here. The
basis of our segmentation is social class, or some may say income group as affordability will
play a huge role in the purchase of our superior quality, rare product.
In that sense, we can divide the market into five segments-
 Upper class
 Upper Middle class
 Middle class
 Lower Middle class
 Lower class
2.4 Target Market Analysis:

Based on the price of our product and the affordability of people, the segment that we have
chosen to serve are people from Dhaka whose social class ranges from middle class to upper
class.
Upper class
Upper Middle class
Middle class
Lower middle class
Lower class
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Description of Target Market:
Social status Middle class , upper middle class and upper class
Geographic location Dhaka City
Primary Target Market: Above 25
Age
Secondary Target market: 10 to 25
Gender All
Religion All
Lifestyle Health conscious
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3.0 Corporate Strategies:
As GreenGoats dairy is an upcoming company, it currently has no corporate image.
What we need to do is establish our brand and create a superior image in the minds of the
customers as the pioneer brand in goat milk category by providing superior vales and
communicating with the target audience using various communication and conveying the
message of superiority.
3.1 Corporate Image Strategy:
Mission Statement: “To provide premium quality goat milk to our consumers in a user friendly
and environment friendly packaging so that we can serve the consumers as well as protect our
environment.”
Vision Statement: “To be the first and the best goat milk provider in the country”
Explanation: The mission and vision statement shows that GreenGoats has the target to satisfy
its target audience but it also keeps the long term sustainability in mind. This is why they provide
the milk in paperboard containers instead of typical polythene packets as they are environment
friendly.
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3.2 Brand Positioning:
Being an upcoming brand, there is no customer perspective on GreenGoats but they do have a
perspective about goat milk. Based on our interview with them, they find goat milk to be-
 Rare
 Tastier and beneficial than cow milk
That is why our positioning strategy is based on these factors.
Pioneers of goat milk: GreenGoats is the first company to sell purified and packaged goat milk.
Nutrition facts: Goat milk’s nutritional properties compared to cow milk are given below (based
on a one-cup serving)
Goat Milk Cow Milk

Calories 168 149
Protein 9 grams 8 grams
Carbohydrate 11 grams 12 grams
Fat 10 grams 8 grams
Vitamin A 483 units 395 units
Calcium 327 Milligrams 276 Milligrams
Magnesium 34 milligrams 24 milligrams
Phosphorus 271 milligrams 205 milligrams
Potassium 498 milligrams 322 milligrams
Environment- friendly packaging: Our packaging is paperboard containers, which are eco-
friendly. This can also be a point of our positioning strategy as consumers are getting more
environment-conscious these days.
Competitive Advantage: The leverage we have over our competitors is differentiation. We are
providing better and unique benefits. All our competitors are selling cow milk where we are
selling goat milk which is rare as well as rich in minerals.
Halo Effect: Halo effect is the tendency for an impression created in one area to influence
opinion in another area. We are going to use this concept in building our brand image. Once we
establish our image as a superior value provider who is concerned about the environment,
consumers are going to view all our other attributes as positive ones.
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People’s Episodic Memory: People love thinking and reliving their pleasant past memories.
Childhood memories are number one in that sense. So, GreenGoats Dairy’s goat milk will
remind them of their precious childhood memories and create a positive connection between
those memories and our brand.
3.3 Brand Development:
Brand Elements:
Name
Packaging Logo
Brand
Elements
Character Tagline
Jingle Color
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Name: “GreenGoats Dairy”
Justification: Only by looking at the name, consumers can get the idea that it is a brand of goat
milk. Also, the word green in the name suggest that we are environment friendly.
Effective Name choosing Criteria
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Logo:
Logos are iconic symbols. Marks or emblems designed to represent a company or a product.
Justification:
 The logo perfectly goes with our brand name. Nothing can reflect GreenGoats Dairy
better than a green symbol of a goat.
 It can easily be transferred to a wide range of dairy products such as butter or cheese or
even ice cream.
 It depicts the personality of our brand as an environment friendly brand.
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Tagline:
Taglines are short and memorable phrases that say something about a product in a way that it
stays in consumers’’ minds
Our tagline: “হারানো দিনের স্বাি”

Justification: For the tagline, we are going for nostalgia marketing. Years ago, people used to
consume goat milk in rural areas after milking the goats in their own farm. We want to convey
the message that GreenGoats provides goat milk of the same taste and same quality of the milk
that people used to have before to make our consumers nostalgic about the old days.
Jingle:
There is no jingle of GreenGoats yet but we will develop one when it will be needed. And while
developing it, we will keep the idea of nostalgia marketing in mind.
Color:
The color of GreenGoats is obviously “green”.
The sober color represents the brand being eco-friendly.
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Character:
The mascot for our brand is “Goatsy”
She is a friendly goat who will remind you about the benefits of goat milk.
Also, before, people in the village used to have goats as pets or used to have a strong emotional
connection with their goats in their farm. Goatsy will bring back those sweet memories.
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Packaging:
We are going for eco-friendly packaging as consumers are more and more environment-
conscious now.
We are using paperboard containers instead of polythene packets as they are harmful for the
environment.
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Brand Element Choice Criteria
Name: Logo: Tagline: Color: Mascot: Packaging:
“GreenGoats “হারান া “Green” “Goatsy”
Dairy”
দিন র স্বাি”
Memorable The name is The logo is The tagline The color Goatsy is The package
easy and simple and is short and is relatable with looks great and
memorable easily simple and memorable the brand reflects other
recallable. can easily in context product and items of our
be recalled. of our the name is brand elements
brand similar to the to make it
personality. brand so it is memorable.
easily
memorable.
Meaningful It is meaningful It reflects The tagline It is The It is
as it represents the brand tells people meaningful character’s meaningful as
the fact that we name and that because we perfect it is green and
are selling goat personality. GreenGoat are eco- relevance carries our
milk and we are s will friendly. with the logo, tagline
environment provide brand makes and color.
friendly. you goat it
milk which meaningful.
will taste
exactly like
the ones
you had in
your
childhood.
Likeable The fact that we The sober The tagline The color The character The eco-
are “green” and color and will create is sober is sweet, friendly
the names the symbol nostalgia in and friendly and paperboard
similarity with of the goat the pleasant. funny. package
“gringotts” also being consumers’ already creates
from Harry quite minds and a positive
Potter makes it pleasant remind image.
very likeable make the them of Also, the
for young to logo their package is
middle age likeable. pleasant more user-
consumers. memories. friendly. It
gives a person
a posh vibe to
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drink from
containers like
these
compared to
polythene
packets.
Transferabl The name can It can be It can be It can be It can be
e be transferred to transferred transferred transferred transferred to
other dairy to all other to all other to all other all other
product dairy dairy dairy dairy
categories such products as products as products as products as
as cheese or well as well as well as well as
butter. And it across across across across
can also be culture. culture. culture. culture.
transferred
across cultures
if we plan to
expand in the
future without
conveying any
negative
message.
Adaptable As said before, Will be Will be Will be Will be Will be
the name is acceptable acceptable acceptable acceptable acceptable
simple, unique throughout throughout throughout throughout throughout the
and cannot be the years the years the years the years and years and
misinterpreted. and across and across and across across across cultures.
So, it can easily cultures. cultures. cultures. cultures.
be adapted, will
not fade over
time and can be
accepted across
culture.
Protectable Our brand name It is legally It is legally It is legally
if legally registered. registered. registered.
registered with
concerning
governing body
to that it cannot
be copied by
our competitors.
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Pricing:
We are providing 2 types of product for the beginning stage and charging the same price for
both.
GreenGoats Milk
Regular Goat Milk:
BDT. 55 (For ½ Ltr Pack) BDT. 100 (For 1 Ltr Pack)
Although the price may seem higher than regular cow milk but it is justified. We are going for
“value pricing” which means the right fit of price for the right sets of benefits.
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As discussed before in the positioning strategy, goat milk is more beneficial and tasty and also
rare than cow milk, so the difference in price is justified.
Also, our target market is affluent customers so a little higher price in exchange of superior
values will not bother them.
3.4 Distribution Strategy:
As GreenGoats Dairy is an upcoming brand, we need to start slow. Biting off more than we can
chew will result in a negative image for the brand. So, for the beginning period, we are targeting
only the consumers of Dhaka city.
We have a very simple distribution model which starts from our suppliers and ends in final
consumers.
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3.5 Public Relations Strategy
One of the most effective communication tools recently is the public relations strategy. Some of
the strategies will be applied for our brand as well.
Launching ceremony:
Our launching ceremony will be completely handled by ourselves. We are not involving any
third party agencies here.
Time: The launching ceremony will take place a few days before Ramadan begins.
Place: It will be in a stall in a local trade show (like US trade show).
Innovative idea:
We will book a stall in the trade show. A few meters away from the trade show, there will be a
big billboard of a goat saying “এই যে! একটু এদিকক আকেন...”.This billboard will attract
anyone who’s passing by.
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Next, there will be several goat footprints starting from the billboard leading up to our stall.
There, in our stall, we will have a dart throwing contest where the winners will get gift hampers
which will include a few of our goat milk cartons and discount coupons.
We will also be selling goat milks on 15% discounts for that day only.
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4.0 IMC Management
From the market research that we have conducted, we know that people want goat milk. So, the
demand is there. Our main goal is to create huge brand awareness which will ultimately lead to
positive brand image if we play the cards right.
The overall budget for our first month of launching the program will be BDT 1, 640,000. The
major portion of our budget, 53.66% of it, will be spent on advertisement and the lowest portion
will be spent on personal selling.
Communication Method Budget (Per month) (BDT) Percentage

Public Relation 310,000 18.90%
Advertisement 880,000 53.66%
Consumer Promotion 350,000 21.34%
Sales Promotion 100,000 6.1%
Total 1,640,000 100%
1,000,000
880,000
900,000
800,000
700,000
600,000
500,000
400,000 350,000
310,000
300,000
200,000
100,000
100,000
0
Public Relation Advertisement Consumer Promotion Sales Promotion
Budget (Per month) (BDT)
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4.1 IMC Objectives
The objective of our IMC campaign is to capture brand awareness as our product is a new one in
the market and we need to ensure that our message reaches as many people as possible.
4.2 IMC Budget

Our budget has been created using the ‘Objectives and task method’.
Objectives and task method:
Establishing specific marketing objectives Creating brand awareness

Assessing communication tools Advertising, PR activities, consumer
promotions and personal selling are the most
important communication tools for us to
achieve our objective.
Role of advertisement in the whole Advertisement will play a huge role in creating
communication mix brand awareness for us
Establishing the budget based on estimations Our overall budget is BDT. 1,640,000 based on
of expenditure. our estimated expenditure
Here is our whole budget broken down into every little detail:
Communication Method Budget (Per month) Percentage

(BDT)
Public Relation 1,009,000 18.90%
Launching Ceremony (Once Only) 308,000
(Trade show stall+billboard+decoration+free
sample+gifts+miscellaneous)
Others 2,000
Advertisement 880,000 53.66%
TVC 760,000
Newspaper 60,000
Billboards 60,000
Consumer Promotion 350,000 21.34%
Discount Card 70,000
Bundle Offer 30,000
Free Sample 165,000
Dart throwing contest 50,000
Facebook Contest 35,000
Discount Card 70,000
Sales Promotion 100,000 6.1%
Total 2,340,000 100%
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Justification:
The largest portion of our budget is allocated to advertisements because our target for the
beginning period to create brand awareness and advertisement is the king in that area.
4.3 Agency Selection

As GreenGoats Dairy is in its initial stage, we are not hiring any external agency. All of our
activities will be done by in house experts.
In future, when the company will grow and we will earn enough revenue to appoint agencies, we
may go for MindTree BD, a rising integrated communications agency to deal with our IMC
activities.
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4.4 Internet Website
We have launched a website and a Facebook page for GreenGoats Dairy, so that we can keep our
consumers and other stakeholders up to date about all our product details, upcoming products,
discount offers and so on.
A glimpse of our Facebook page:
URL: https://www.facebook.com/GreenGoatsDairy/
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5.0 IMC Methodologies
As we have been saying again and again that our main target is to create brand awareness and
convincing people that GreenGoats Dairy is the only place where they will find purified goat
milk in a user friendly package. As we have no direct competitors, if we can just reach people
properly, we can make a good amount of profit.
Now, reaching the target market will be a blend of several communication tools. Advertising will
be the base of our campaign, supported by public relations, consumer promotions, and sales
promotions.
Where advertisements, PR activities and sales promotion will be creating awareness, consumer
promotions will be encouraging trials through operant conditioning.
5.1 Advertising
As we have already mentioned that advertising will be our main pillar of creating brand
awareness. This is the most appropriate medium of communication in case of reaching out to
mass market. That is why 53.66% of our total budget will be spent on advertisements every
month.
From that 53.66%, the resources will be divided among TVC, newspaper & magazine
advertisements and billboards. The reason why we have chosen only three advertising mediums
is because we are just starting and we do not have the luxury to go for all of the mediums. So,
instead of biting off more than we can chew, we have chosen these three mediums that we
believe to be most effective and use our limited resources on them wisely.
5.1.1 Advertising Goals

We want to achieve three things through our advertisements:
 Create primary demand for goat milk

 Create massive brand awareness
 Ultimately create positive brand image
As GreenGoats Dairy has no direct competition, only generating the primary demand for goat
milk will be enough for us as the consumers will have no other option. And after consumption,
ultimately there will be a positive brand image in their minds about GreenGoats Dairy.
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5.1.2 Advertising Budget
We are spending a total of BDT 880,000 on advertisements. 86.36% of the advertising budget,
which is BDT 760,000, will be spent on our TVC. BDT 60,000 (6.82%) will be spent on
newspaper and magazine print advertisements. And the rest of the money will be spent on
billboards.
Medium Budget (Per month) (BDT) Percentage

TVC 760,000 86.36%
Newspaper & magazine 60,000 6.82%
Billboards 60,000 6.82%
Total 880,000 100%
800,000 760,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000 60,000 60,000
0
TVC Newspaper & magazine Billboards
Justification: As our main target is to create brand awareness, no other communication tool can
do it better that TVCs. That is why we have allocated the major portion of our budget on that.
33 | P a g e
5.1.3 Creative Brief
Creative brief
April 9, 2019
Brand’s Name GreenGoats Dairy
Product Goat milk
Phone +8801755913398
Email www.greengoats@gmail.com
Contact Info
Website www.GreenGoatsDairy.com
Facebook Page https://fb.me/GreenGoatsDairy
Objective
Primary objective is to create brand awareness to inform as many people as we can about our band.
The ultimate goal is to create brand equity.
Opportunity
GreenGoats Dairy is the only brand that sells goat milk in a purified and packaged way. It is also
environment friendly.
34 | P a g e
Product benefits
Purified and packaged goat milk Environment friendly packaging
More Nutrition than cow milk User friendly packaging
Slogan
হারান া দিন র স্বাি
Middle class , upper middle class and

Social status
upper class
Geographic location Dhaka City
Primary Target Market: Above 25
Target market Age

Secondary Target market: 10 to 25
Gender All
Religion All
Lifestyle Health conscious
Attitude
Brand Personality Nutrition conscious & environment friendly
35 | P a g e
Message theme
GreenGoats Dairy is the country’s first and only purified goat milk provider. We are protective of the
environment and that can be seen in out packaging.
USP
Bangladesh’s one and only purified goat milk provider.
Leverage point
No direct competitors Market leader
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5.1.4 Advertising design
Individual Storyboards & Print Ads:
Member-01: Syeeda Raisa Maliha
ID: 2016-3-10-042
Storyboard:
Product: GreenGoats Dairy
Duration: 49 Seconds
Video Frame Audio
মা দুধের গ্লাস এবং প্যাধেট নিধে রুম এ

ঢুেধব। প্যাধেট থেধে গ্লাধস দুে ঢালধে মিা, দুে থেধে প্ড়ধে
ঢালধে োর থেধলধে দুে থেধে প্ড়ধে বসধে বস।
বলধব ।
থেধল(মিা) রুম এ এধস থদেধব গ্লাস োনল। েই?
মা ডাইনিং থটনবল এ দুধের প্যাধেট থেধে

মিা, স্কুধল যাবার আধে
গ্লাস এ দুে ঢালধে ঢালধে থেধলধে স্কুধল
দুেটা থেধে থযধো।
যাবার আধে দুে থেধে থযধে বলধব।
মিা এধস থদেধব আবার গ্লাস োনল এবং দুধের

আবার েই থেধলা?
প্যাধেটটট থিই ।
37 | P a g e
সামধি োনেধে থদেধব োর দাদা প্াধের রুম
দাদা!
এ বধস বধস প্যাধেট থেধে দুে োধে ।
দাদা প্রম েৃনি নিধে GreenGoats Dairy এর

প্যাধেট থেধে োেধলর দুে প্াি েরধব এবং
সামধির নদধে োনেধে নিধের থেধলধবলাে আহ!
মাধে োেল চরাধিার েো নচন্তা েধর
অিযমিস্ক হধে যাধব ।
Flashback এ black and white এ নেেু

No voiceover
োেল এর থদৌড়াধদৌনড় থদোধিা হধব।
Flashback দাদা দুধের প্যাধেট এর

No voiceover
নদধে োনেধে সন্তুষ্ট expression নদধব।
স্ক্রিি এ নলো উধে আসধব " নিধর এধলা

No voiceover
হারাধিা নদধির স্বাদ"।
স্ক্রিি এ GreenGoats Dairy এর Logo থেধস

No voiceover
উেধব।
যেষ
38 | P a g e
Explanation of advertisement:
We have chosen the first advertisement concept from our individual storyboards with a few
modifications. Let us discuss it in terms of advertising functions, message strategy and
advertisement appeals:
Advertisement functions:
The functions our TVC serves is informing and persuading.
First it informs people that we are bringing back the taste of their childhood. Next, it is trying to
influence people’s affective component of attitude by showing that the grandfather can go up to
the limit of playfully stealing his grandson’s goat milk with a little bit of humor.
Message Strategy:
In terms of message strategies, we followed the generic strategy by trying to create the primary
demand but we did not focus on that in our advertisement.
The one we explicitly focused on in our advertisement is the resonance strategy. We tried to
invoke people’s fond childhood memories through the advertisement.
Advertising Appeal:
In terms of appeal, we went for humor. As we all know, that people are always attracted to funny
things. After a long day of working hard, they look for entertainment. That is why we have
chosen this appeal so that it can grab maximum attention.
Humorous appeal can be a little risky for new brands, but we went for a subtle, sober kind of
humor so that it does not offend anyone.
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Print Advertisements:
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Discussion of the print ad in terms of advertising functions, message strategy and advertisement
appeals:
The function this print ad serves is persuading.
This particular print ad lets people know that goat milk will give them a ride back to their
childhood.
Message Strategy:
This advertisement is “emotional” in terms of message strategy. It invokes people’s childhood

memory.
Advertising Appeal:
In terms of appeal, this ad is “emotional”. Its major focus is on the graphical content.
41 | P a g e
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appeals:
The functions this print ad serves is informing and persuading.
First it lets people know that they have a new health item to drink in this Ramadan. Then it
persuades them to like the brand by saying that we will be beside them this Ramadan to fulfill
their need for nutrition.
Message Strategy:
This advertisement is “resonance” in terms of message strategy. It invokes people’s feelings and
positive memory regarding Ramadan.
Advertising Appeal:
In terms of appeal, this ad is “rational”. Its focuses on the fact that people will be needing
nutrition in Ramadan and GreenGoats Dairy’s goat milk will be with them to provide nutrition.
43 | P a g e
Member-02: Samiul Hassan Tarafder
ID: 2016-1-10-057
Storyboard:
Video Frame Audio
থেধল স্কুল থেধে বাসাে এধস

No voiceover
অসুস্থ হধে নবোিাে শুধে যাধব
মা এধস েুব নচন্তাে প্ধর যাধব No voiceover
বাবা থহধট এধস রুধম ঢুেধব আমার থরাহাধির নে

আর বলধব হধেধে?
থদে িা থরাহাি নেরেম

মা থেধলর মাোে হাে বুলাধব
অল্পধে দুবলব আর অসুস্থ
আর বাবার নদধে নচনন্তে দৃটষ্টধে
হধে প্ধর | োধে থরংে এবং
োোধব আর বলধব
স্টানমিা এলদম েম
বাবা, মা আর থেধল ডাক্তার এর

No voiceover
থচম্বাধর বধস আধে
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থরাহাধির চাই োেধলর দুধের
ডাক্তার থরাহাধির বাবাধে বলধে
প্ুটষ্ট
এই েহধর োেধলর দুে

থোোে প্াধবা?থোধিা
থরাহাধির বাবা ডাক্তারধে বলধে
থোম্পানি থবেঁধচ বধল থো
শুনিনি ...
ডাক্তার থটনবধলর উপ্ধর Goat এেি বাোধর GreenGoats

Milk এর প্যাধেট থরধে বলধলা Dairy নিধে এল Goat Milk
এরপ্র বাবা ডাক্তাধরর নদধে

এর স্বাদ ও প্ুটষ্টগুণ েেটুেু?
োনেধে বলধব
এই Goat Milk স্বাদ ও গুধি

অিিয | এধে রধেধে
নেটানমি, নমিাধরল, স্ক্রেঙ্ক
ডাক্তার লযাব এ বলধব (নেেু ,প্টানসোম ও িসিরাধসর
গ্রানিক্স ঘুরধে োেধব) মধো উপ্াদাি যা েরীরধে
সুস্থ রােধে সাহাযয েধর এবং
থরাহািধে রােধব এিাস্ক্রেটব টে
.
নেেুনদি প্র থদো যাধব থরাহাি

মাধে বন্ধুধদর সাধে থেলােুলা No voiceover
েরধে
45 | P a g e
বাবা Goat Milk এর প্যাধেট হাধে হারাধিা নদধির প্ুটষ্টর সাধে আধে
নিধে বলধব হারাি নদধি স্বাদ
স্ক্রিি এ GreenGoats Dairy এর Logo

No voiceover
থেধস উেধব।
যেষ
Let us discuss this advertisement. in terms of advertising functions, message strategy and
It informs people about nutrition and health benefits and persuade it with a story.
Message Strategy:
In terms of message strategies, we followed the USP. Because our brand is highly nutritious that
helps to fight diseases.
Advertising Appeal:
In terms of appeal, the advertisement is representing rational appeal. We are giving the
customers nutritional facts to convince them.
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Print Advertisement:
In this case, we have adopted the same concept as our TVC and focused on health benefits.
appeals:
The function this print ad serves is informing and persuading.
This particular print ad lets people know that goat milk will give them nutrition will give them
the taste of their past.
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Message Strategy:
This advertisement follows USP in terms of message strategy. Because our brand is highly
nutritious and provides huge amount of nutrition in a single cup.
Advertising Appeal:
In terms of appeal, this ad is “rational”. Its major focus is on the nutritional facts to convince the
customers.
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Member-03: Md. Ardia Rabbi
ID: 2016-3-10-141
Storyboard:
Video Frame Audio
Heroine running from goons bachaooo !!!
Hero comes for saving no voiceover
Villains beats up the hero aaah !
Hero will fall in front of a shop no voice over
shopkeeper will give him Goat Milk ei lon mama, magic
while drinking goat milk hero will get

thor music
electrified just like THOR
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Hero will shoot electricity to the villains and Heroin will say thank
save the heroin you
hero will bring Goat milk on his hand No voiceover
Don’t thank me, thank

and show it to the audience
GreenGoats Goat Milk
স্ক্রিি এ GreenGoats Dairy এর Logo থেধস

No voiceover
উেধব।
যেষ
We have chosen this advertisement concept from our individual storyboards with a few
50 | P a g e
The function our TVC serves is persuading.
It informs people that goat milk provides extra energy that anybody who drinks it gets stronger
by drinking it. These is a humor and fantasy based ad which will make people laugh and there is
a possibility that it will become viral in social media
Message Strategy:
In terms of message strategies, we followed the affective strategy by trying to create humor and
showing the benefit of goat milk
invoke people’s inner strength.
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appeals:
The function this print ad serves is Reminding.
This particular print ad lets people know that goat milk will give them a healthy breakfast.
Message Strategy:
This advertisement is “rational” in terms of message strategy. It invokes people’s understanding

of good and healthy lifestyle.
Advertising Appeal:
In terms of appeal, this ad is “rational”. Its major focus is on the graphical content
Superhero fantasy through the advertisement.
Advertising Appeal:
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Member-04: Shekh Ridwanul Karim
ID: 2016-2-10-102
Storyboard:
Video Frame Audio
Continuously wrestler loss the game. No voiceover
Then coach came and gave him the

Take it.
container of Goat milk.
Camera focus on the container. No voiceover
Then wrestler drink the milk No voiceover
Wrestler feel charged. No voiceover
After that he defeat the most dynamic

Punch sound
wrestler.
54 | P a g e
Screen shows: `This the secret of best
No voiceover
coaches.`
Advertisement ends with showing the

No voiceover
Green Goats Dairy logo.
END
First it informs people that we are bringing the boost of energy. Next, it is trying to influence
people’s cognitive component of attitude by showing that wrestler got the energy from goat milk.
Message Strategy:
In terms of message strategies, we followed the preemptive strategy by trying to create the
primary demand.
Advertising Appeal:
In terms of appeal, we went for Rational. We are trying to create awareness about our goat milk
to the consumer that goat milk provides huge energy to the body.
We also set the subtitle for this ad to understand everyone.
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appeals:
The function this print ad serves is persuading.
This particular print ad lets people know that goat milk will give them energy in their works.
Message Strategy:
This advertisement is “preemptive” in terms of message strategy. It invokes people’s childhood

memory.
Advertising Appeal:
In terms of appeal, this ad is “rational”. Its major focus is on the graphical content.
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Final TVC Storyboard:
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Explanation of our Chosen advertisement:
First it informs people that we are bringing back the taste of their childhood. Next, it is trying to
influence people’s affective component of attitude by showing that the grandfather can go up to
the limit of playfully stealing his grandson’s goat milk with a little bit of humor.
Message Strategy:
In terms of message strategies, we followed the generic strategy by trying to create the primary
demand but we did not focus on that in our advertisement.
invoke people’s fond childhood memories through the advertisement.
Advertising Appeal:
62 | P a g e
5.2 Consumer Promotions
Here, we are trying something different. Instead of traditional learn-feel-do, we are going for do-
learn-feel. Our main strategy here is to go for operant conditioning where we will be influencing
people’s behavioral component of their attitude by encouraging trials.
5.2.1 Selection of consumer promotion Elements

We have selected five elements for our consumer promotions:
 Discount cards:
We will be giving out 10% discount cards to consumers on specific events, especially on our
launching ceremony.
 Gift vouchers
We will be giving out BDT 55 gift vouchers as well.
 Free Samples
We will be giving out free samples to encourage trials on our launching ceremony as well as
other specific days and specific locations.
 Dart Throwing Contests
In our launching ceremony, we will be hosting a dart throwing contest. The winners will get
attractive gift hampers along with our T-shirts.
 Facebook contests
We will be arranging Facebook contests occasionally and the winners will be given gift baskets
along with our T-shirts.
63 | P a g e
5.2.2 Consumer Promotions Budget
Here, we have allocated a total of BDT 350,000. Among that, we have allocated the major
portion to free sampling because we are putting our mail focus on free trials so that people can
understand how delicious and tasty goat milk is, which will ultimately generate primary demand.
The rest of the budget is broken down into details below:
Element Budget (Per month) Percentage

(BDT)
Discount Card 70,000 20%
Gift voucher 30,000 8.57%
Free Sample 165,000 47.14%
Dart throwing contest 50,000 14.29%
Facebook Contest 35,000 10%
Total 350,000 100%
180,000
165,000
160,000
140,000
120,000
100,000
80,000 70,000
60,000 50,000
40,000 35,000
30,000
20,000
0
Discount Card Gift voucher Free Sample Dart throwing Facebook Contest
contest
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5.2.3 Consumer promotion samples
65 | P a g e
5.3 Personal Selling
As we are in the race of creating the highest level of brand awareness, personal selling will help
us here, especially for operant conditioning. Our salesmen will go door to door or to specific
organizations and talk to individuals about the benefits of goat milk and how it trumps cow milk
in every aspect. They can also talk about our environment-friendly as well as user-friendly
packaging.
Finally, they can provide a free sample of our goat milk so that the consumers feel free to give it
a try. Once they do, they will like it and ultimately become our regular customer. That is how
personal selling is going to earn revenue for the company.
5.4 Sponsorship Program

Sponsoring events and programs will be a big push in creating brand awareness. But we need to
select right kind of events to sponsor that go with our brand’s image and personality. Goat milk
relates to nutrition and strength. So, we should be sponsoring sports events like “EWU Winter
Smash” and kids’ game shows. We can also sponsor environmental charitable programs which
will boost our image in terms of CSR activities.
5.5 Database Program

GreenGoats Dairy has a database to keep track of its consumers and hold all of the necessary
information about our stakeholders.
Warehouse:
The database of ours will help us keep all the necessary information about every individual
consumer in a safe and organized way so that whenever we need to find out any of the
consumer’s information, we can do in within minutes.
This also works as the previous step for direct marketing. When we will try to build strong
consumer relationships, we will need specific touch points of consumers. And that will not be
possible without a database. From the information gathered from database, we go for direct
marketing to engage with those touch points.
66 | P a g e
Direct Marketing:
From the information gathered from the database, we go for direct marketing. Here, we contact
our existing customers through email and inform them about our new products, new offers or
events and things those sorts.
The process here is:
Another thing we can do through direct marketing is go through consumer touch points. As we
have their information, small mails on birthdays and anniversaries and holidays will create a
huge impact in the consumers’ minds.
A sample of how our mail will be written (in this case, an invitation to the launching ceremony)
is given below along with the attachment of the invitation card’s picture.
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5.6 Media Plan
Now, we will discuss the selection of specific media channels where we will be promoting our
brand and why.
Media Media Selected ones Justification

Vehicle
Channel Program We have chosen news and
ATN, NTV, sports for a particular reason.
News
Channel I A sad but true fact is that most
of the Bangladeshi people do
not watch Bangladeshi TV
channels. The only two things
Electronic Television
they watch here are news and
Cricket
GTV sports. Also, sports and
Match
energy is related with what
our product offers, which is
health and nutrition. So, it is
relevant.
We have chosen these two
newspapers because of their
The Daily Prothom Alo, The
Newspaper popularity so that we can
Daily Star
reach the maximum number
of people by advertising here.
We will publish print ads on
Saptahik because this
magazine talks about health
issues. Unmad because of its
Print
humor and popularity. So, the
amount of brand awareness
Magazine Saptahik, Unmad, The Star will be more if we publish
here. And finally we chose
The Star because it is a classy
magazine, running under “the
Daily Star”. So, upper class
people can be reached by
advertising here.
We are spending
approximately BDT 60,000 on
billboards per month. That is
Outdoor Billboard Busiest roads all over Dhaka. why we have chosen so many
points to put up our billboards
as our target is to create brand
awareness.
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6.0 Evaluation
We will be using the following metrics to evaluate our performance:
 Return on Investment (ROI)

 Number of viewers of our advertisement
Based on our findings, we will get answers to the following questions:
 Which mediums are working, which are not

 Which advertisements are working, which are not
We can get the opinions of consumers on our Facebook page as ratings. Also, we can get their
opinions after giving out our free samples and note them down.
Evaluating performance can be a difficult thing to do. That is why we are keeping it simple so
that if anything is going wrong, we can easily understand where the root is.
71 | P a g e
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Conclusion
We would like to conclude by saying that this is the most original and realistic IMC campaign
that one can come up with. It is so true that there is no other purified goat milk provider in this
country. So, if we play our cards right, we can become the market leader easily.
73 | P a g e

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Integrated Marketing Communication Plan

Brand Name: GreenGoats Dairy

Submission Deadline: 9th of April, 2019

1.0 Executive Summary………………………………………………………………………….01

Value Proposition through IMC:

2.1 Competitive Analysis:

Our Ultimate Challenge:

2.1.1 Pran Dairy Ltd:

Mission  Poverty & hunger are curses. Our aim is to generate

2.1.2 Milk Vita:

Mission  To gain self sufficiency in the dairy sector with in 2025.

Mission  To secure market access for dairy farmers, ultimately

Overall Review of the rest:

2.2.1 Market Opportunity

2.2.2 Communication Opportunity

2.2.3 Product Opportunity

2.2.4 Legal Environment Opportunity

In that sense, we can divide the market into five segments-

2.4 Target Market Analysis:

3.1 Corporate Image Strategy:

That is why our positioning strategy is based on these factors.

Goat Milk Cow Milk

3.3 Brand Development:

Effective Name choosing Criteria

Our tagline: “হারানো দিনের স্বাি”

The color of GreenGoats is obviously “green”.

The sober color represents the brand being eco-friendly.

The mascot for our brand is “Goatsy”

BDT. 55 (For ½ Ltr Pack) BDT. 100 (For 1 Ltr Pack)

3.4 Distribution Strategy:

Place: It will be in a stall in a local trade show (like US trade show).

Communication Method Budget (Per month) (BDT) Percentage

Budget (Per month) (BDT)

4.2 IMC Budget

Objectives and task method:

Establishing specific marketing objectives Creating brand awareness

Communication Method Budget (Per month) Percentage

4.3 Agency Selection

A glimpse of our Facebook page:

5.1.1 Advertising Goals

 Create primary demand for goat milk

Medium Budget (Per month) (BDT) Percentage

100,000 60,000 60,000

Budget (Per month) (BDT)

Brand’s Name GreenGoats Dairy

Product Goat milk

Facebook Page https://fb.me/GreenGoatsDairy

Purified and packaged goat milk Environment friendly packaging

More Nutrition than cow milk User friendly packaging

Middle class , upper middle class and

Geographic location Dhaka City

Primary Target Market: Above 25

Target market Age

Lifestyle Health conscious

Brand Personality Nutrition conscious & environment friendly

Bangladesh’s one and only purified goat milk provider.

No direct competitors Market leader

Member-01: Syeeda Raisa Maliha

Video Frame Audio

মা দুধের গ্লাস এবং প্যাধেট নিধে রুম এ

থেধল(মিা) রুম এ এধস থদেধব গ্লাস োনল। েই?

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দাদা প্রম েৃনি নিধে GreenGoats Dairy এর