WELCOME

TO
THE PRESENTATION
 Presented To:

Farhana Parveen

Lecturer, School of Business

BAC International Study Centre

Presented by:

Fazlur Rahim

Id : 2018321007

HND in Business
Bac International Study Centre
LO 4……
P5: Critically evaluate a marketing communications plan in
relation to the communication strategy, channel choice,
creative content.
Square Food and Beverage (SFBL)

 Square group is one of the leading companies in Bangladesh.

 Square Food and Beverage Ltd. Is one of the wings of Square group that is serving with
various popular brands in Bangladesh such as: Radhuni, Ruchi, Chashi and Chopstick.
Radhuni etc.

 The items are being served in around 30 nations complying with global norms .
 Devotion to quality, inventive items, client benefit and sensible cost has given the
organization an extraordinary position in the food business.
Company Objectives of SFBL

 To serve customers with food items those are of high quality and give optimal support to
meet physiological demands.
 To ensure profit of SFBL by creating consumer delight through ensuring Nutrition, Health
and Wellness.
 To make better food so that individuals carry on with a superior life and consider SFBL as
their first choice.
 To investigate and serve new new market segments with new products.
 To ensure company's growth not only in domestic market but also in global market.
Product Details

 SFBL is now going to launch a new product that is “Vanilla

Cup Cake” which will be very tasty and will ensure better
quality from all other existing branded cakes.
Ingredients
1 pound each of butter, sugar, eggs and flour and contains no
salt, baking powder or flavoring, 2 tablespoons of condensed
milk 50gm and Vanilla powder.
Communication Objectives of SFBL (Vanilla
Cupcake).
 To inform consumers about the new Vanilla Cup Cake at a large scale through different
types of promotional activities. This will help the company to attract and reach new
segments of customers.
 To create an excellent brand image of Vanilla Cup Cake. It will also help SFBL to establish
the company as customers’ first choice.
 To encourage customers to select Vanilla Cup Cake switching from other brands. This will
helps to earn more profit for SFBL and ensure continuous growth.
 To capture the market share of packaged cake items by 20% within six months. This will
helps to earn more profit for SFBL.
Critical Evaluation of marketing
communication plan of SFBL Vanilla Cupcake
in relation to the communication strategy ,
channel choice, creative content..
Personal Communication Channel – SFBL’s
“Vanilla Cup Cake”
Personal selling
 The personal selling for Vanilla Cup Cake will be done using a team of 30 people.
 It will be carried out all over in Dhaka city.
 Personal selling sales people will explain to people about its quality and taste. They will
convey people about its nutritious values.
Creative Content
 Personal selling sales people will also give attractive stickers with Vanilla Cup Cake.
 In personal selling, Sales people will give a coupon to customers who will purchase from
them. The coupon will offer 20 taka off on every product consumers purchases next from
any retail shop or any super market.
 There is time limit for this price off offer- from 1st September to 20th September.

20 taka
Off!
Evaluation

 As personal selling will help to ensure instant sales. So it will also help to increase sales
and awareness among consumers because it is a one to one selling process where sales
people pursue consumers to purchase instantly.
 Again through personal selling SFBL will capture 20% within 6 months.
 Large scale-costly.
 As they will convey information to consumers about its quality, taste, nutritious values, it
will help to inform people about this new product and attract them. + good image
 Sticker + coupon- 3. brand switching
Non-personal Communication Channel-
SFBL’s “Vanilla Cup Cake”
Major media

Online media:

 ……Advertisement
 FB, website…
 Attractive way.. +detail info about product
 This information will be given in social networking site’s pages.
Creative Content
 The promotion of Vanilla Cup Cake, free spoons will be given upon purchasing Vanilla
Cup Cake.
 As sales promotion offer for vanilla cupcake, buy
one get one offer will be given upon purchasing
vanilla cupcake from on online purchase. If
customers purchases from any online super market
page like: Agora, Menna Bazar, Shawpno and many
other online pages they will get this offer.
 This offer related information will be given in social
networking site’s pages and there will be a time
limit for this offer from 1st December to 15th
December.
 The online advertisement will be done using
attractive visual aids to promote the vanilla
cupcake .
Evaluation

 Advertising in the social networking sites will help to increase brand awareness about
Vanilla Cup Cake among the consumers. + large number of people at low cost
 Online adv 1 negative side
 Detail info- comm objective 1
 Spoon— spoon –product name print +objective 3 (encourage customers to choose Vanilla
Cup Cake switching from other brands)
 As customers will get b1g1 Free offer on Online purchase, it will also encourage customers
to choose Vanilla Cup Cake switching from other brands. So, it will also help to capture
targeted market share within a short period of time of SFBL.
Broadcast media:

 Advertisement will be given through television to let the customers know about the accurate
information of Vanilla Cup Cake.
 The more the customers will get to know the health benefits of having Vanilla Cup Cake
through celebrities the more they will purchase the product.
Creative Content
 The customers will be conveyed about health benefits and the uniqueness.
 The advertise will be through a popular cricketer Tamim Iqbal because most of kid’s favorite
cricketers is Tamim Iqbal and in this media fantasy appeal will be used for advertise.
 There will be a advertise and in that advertise the fantasy appeal will be used and the story
will be, by giving a bite of SFBL Vanilla Cupcake he will feel that he is in heaven and the
clouds there shape like Vanilla Cupcake.
Eva lua tio n
Evaluation

´ Advertising
Ad ve rtisin gthrough
th ro u gtelevision willn increase
h te le visio brand
w ill in c re a se awareness among
b ra n d a w a re n ethe
ss consumers.
a m o n g thIte will
c o n su
help to m e rs. aIt good
create w ill hbrand
e lp toimage
c re aofteVanilla
a g o oCup d bCake.
ra n d im a g e o f Va n illa C u p C a ke .
´ Advertising
Ad ve rtisin gthrough
th ro u gtelevision conveying
h te le visio n c o n vehealth
yin g benefits
h e a lth using
b e n ecelebrities
fits u sin g will
c e lealso
b ritie s
w ill a lso ecustomers
encourage n c o u ra g to
e cselect
u sto Vanilla
m e rs toCup
se le c t Va
Cake n illa C from
switching u p Cother
a ke brands.
sw itc h in g fro m
o th e r b ra n d s.
Events:
 An event for the promotion of Square Foods and Beverage Ltd (SFBL) Vanilla Cup Cake
which will take place in a concert. The sponsor of this whole concert will be SFBL and in
this way the Vanilla Cup Cake will be highlighted to a huge number of individuals.
 There will be some chief guests who will be present in the concert. There will be the
Bangladeshi actors, actresses, singers and owners of different groups of companies so that
the information regarding the product will reach easily to a good amount of people.
 In this launching programme, some instructions will be read out in front of the people that
will be provided with the product. SFBL will enhance its customer relationship and as a
result, their brand image will be better and the customers will be satisfied.
Creative Content
• There will be some chief guest. And the chief guest will be Nusrat faria because now she is
the most popular actress in Bangladesh who will be present in the concert and she will
convey about the new variation of Vanilla Cupcake and also the health benefits among the
customers.
• There will be a Bangladeshi singers, James and a popular band Arnob they will perform
So, the audience will get more attracted and aware about the product.
Evaluation

 This event of the new product of SFBL will help the company to attract and reach new
segments of customers.
 As this event will be very big, it will help to capture market share by 20% within six
months. Which will be very profitable for SFBL.