Presentation on “An Integrated Marketing

Communication for Anchor milk”

আমার শক্তি , আমার Anchor

Done by:
Ishraque Shahriar – 1632593030
Ariful Haque Chowdhury-1612011030
Ayesha Shefa-1530928630
Mukshit Rahman-1620808630
Raihan Alam Rafee-1420693030
Raiyan Hossain- 1610787030
Anchor’s Background
• Found in New Zealand
• Owned by New Zealand
based International
exporter Fonterra Co-
operative group
• Supplied worldwide f
• Zealand
Worldwide
Markets
Print Poster
 Demographic
• Middle class, upper middle class and
SEGMENTATIONS upper class
• All genders and all age groups
• Urban residential consumers
Psychographic
• Considers milk as a necessity for a
TARGET AUDIENCE healthy diet
• Concerned about health
• Prioritizes quality
• Buys frequently as a consumer good
Geographic
• All cities and urban areas
• Dhaka, Khulna, Chittagong, Rajshahi,
Sylhet, Barisal
Anchor Today
Problems faced by Anchor
Lack of communication with retailers and consumers
No product extension
Competitors went far ahead
Globally Anchor has updated way further than that in
Bangladesh
Current Target Market Current Advertising Practice
Buyers: Mothers or homemakers No recent promotional
Direct Consumers: Young Children activities (3-4 years)
 Recently unveiled Anchor
full cream milk powder
Global Anchor Vs Anchor in Bangladesh
 Fonterra launches Anchor milk powder
(Posted on Daily Sun, 25th January 2018)
Advertisement Goals
 Build relationship with customer
 Consumer remembrance
 Symbolize confidence, strength and
bonding
 Create value for customer

COMM
S B OOST UNICA
SA L E TION?
OR
 Tagline
Repositioning “Amar Shokti, Amar Anchor”
 New product category
 New packaging
 Improved quality
 Gaining trust Appeal & Technique
 Sales promotion Emotional Slice of Life
Dramatization
 Digital advertising Personality Symbol
 Advertisement
Social Media Platform
• Facebook Billboard at major points like:
• Instagram Dhanmondi
• Youtube Gulshan
• Twitter Paltan
Uttara
Advertisements in between News,
Movies, Telefilms, Sports.
Advertisements in Movie Theatres
Channel I, NTV , GTVand ATN BANGLA
Prothom Alo, Daily Star,
because of its high reach and exposure.
Jugantor , Ice today
Movie Theaters like Star Cineplex and
Magazine, Ananda mela etc.
Blockbuster

Ads in Radio foorti, Radio

today, Radio amar etc
Gantt Chart
 ADVERTISING SCHEDULES
Television- 2 mins, in middle of drama break, peak hour, weekends of first
month + 20 seconds in middle of drama break, peak hour, weekends of next
two months

Radio- full audio clip during special shows like bhoot fm. during show
breaks twice a day, cut audio clips of 15 seconds for the rest

Newspapers and Magazines –print ad covering full pager or half pager

space in newspapers every Friday. Magazines sports sections of food
sections.
Internet and social media- Pulsing, Interactions of social media posts,
updates through platforms like Facebook, Instagram throughout the year.
Heavier exposure will be done during special occasions.

Also Public relation, Sponsorship and website exposure-Flighting,

organization and communication with public through events, spokesperson
and such in peak periods of the year like Festivals, Cricket matches, etc
Budgeting
Survey Questions and Results
 Conclusion
Anchor has not been able to grab the market in
Bangladesh completely because of the competitive
market and customer relationship.
After analyzing the market competitors we decide to
focus on the digital advertising and providing the
best kind of product as well.
Thus, we came up with a new tagline and in the new
campaign and tvc we tried to connect with the target
customer emotionally. We planned to reposition the
product and build a relationship between customers
and the brand.