Product: Good Knight Mosquito Repellent Course: MKT337 Faculty: RFE Shaikh Ahmed Showmik Department: Marketing Batch: 153 North South University

2. Product
o Good Knight Xpress System
o Anti-Mosquito Product: Mosquito Repellent
Vapor
o Uses Advanced Vaporization Technology
o Imported in Bangladesh
o Available in Urban, Suburban areas
o Price: With Machine 220/-
Refill 100/-

3. ABOVE THE LINE
COMMUNICATION
Top Priorities Top Priorities

4. TARGET GROUP ANALYSIS
Urban Population
Suburban Population
65%
30%
Eligible AD Media
5% Rural Population

5. Campaign Idea
To boost the sales of Good Knight Xpress System, we will be launching an
integrated marketing communication campaign. All the tools will have the basic
theme of anti-dengue ideas. The tools we will be using:
Television Commercial
Radio Commercial
Sales Promotion : Sweepstake, Contest, Discounts
Digital Media Campaign
Direct response from the audience
Wide range of target audience
Real-time interaction in Social Media Pages

6. Good Knight লাগান!
নননিন্তে ঘুমান!
THE BIG IDEA
Approaching target groups with
the side effects of sprays and coils.
That influences them to move to
vapor products, where Good
Knight is the market leader
মশা নিধনি, নিনেনে নিধি েনে ফেলনেি িা!

7. MANAGING THE
Sweepstake
There will be a QR on the inside part of the packaging
They will enter details on that page
People will scan the code and that will take them to a webpage
3 winners will be chosen randomly from the entries
Publishing the result on 30th September, 2019
Arranging the dinner within October 5, 2019.

8. In both rural and urban regions people are
very fond of news papers. We can also reach to
the audience who are not much available on
internet or have time to watch TV. Ads will go
on from 1 September.
People in rural areas can forward the
newspapers containing Campaign information
to others. The proposed placement of the ad
will be in the front/back page .
Prothom Alo, Kaler Kantho, Sonali Songbad
Effectiveness of Print Media
The Print Media budget is comparatively lower than TVC Budget

9. CoilSpray
Sample Print Media Advertisement

11. the TVC will be launched on 1 September,
during the morning news. TVC will reach a
wide range of audience in rural & urban
regions. The uplifting & inspiring contents in
the TVC will have a lasting impact in the mind
of Audience
Apart from the news, the ad will be shown
during the talk shows break, Bangla Matinee
Shows, Pop ups. The interactive invitation
between two regular people will be the key of
the campaign and will create a proliferation of
audience-awareness and result in to product
switching
Effectiveness of TVC
The TVC making & Placement budget will be high

12. The RDC will be launched on 1 September.
During the rush hour when people are stuck in
traffic they will listen to the offer and
campaign as most of them listen to the FM
channel. Also, it will be launched on AM
channels in the morning shows.
Radio Commercial will be a discussion
between 2 people who will humorously
represent why we should choose Good Night
over others,
Radio coverage will also include some special
shows at special hour where the RJ/host will
be talking about the campaign.
RDC budget is comparatively lower than TVC Budget
Effectiveness of RDC

13. Social Media Promotion Timeline
1 September
30 September
5 October
15 October
28
October
Posting Picture, Video or GIF
Posting Media Releases
Posting Special Digital Campaign
Posting short submitted stories
Publishing additional posts

14. পাঠিন্তে নিন ডেঙ্গুর নিরুন্তে আপনার
যুন্তের গল্প! ডেরা ৩ গল্প প্রকানিত হন্তি
Good Knight এর social media page
এ!
নিস্তানরত জানন্তত নিনজট করুন
www,goodknight,com
Regular IMC Content Posting
Target Audience: Urban Focused, Suburban
Ad Placements
Special Campaign: ডেঙ্গুর নিরুন্তে আপনার যুে!
Time: Full Campaign
Social Media Marketing

15. রনহন্তমর ইন্সটযান্ট ব্লাে িযাঙ্ক
পুন্তরা গল্প পড়ন্তত নিনজট করুন
www,goodknight,com
মান্তক ননন্তে আনেন্তের মৃতু যযুে!
পুন্তরা গল্প পড়ন্তত নিনজট করুন
www,goodknight,com

16. Good Knight
ডেঙ্গুর আন্তগ ও পন্তর! জনস্বান্তথে
১০% নেস্কাউন্ট! নিস্তানরত
ওন্তেিোইন্তট।
An Instagram profile
where regular updates
and offers will be posted.
A well designed, targeted
content which will
attract the people.
Measuring the responses
and also noting down
the feedback instantly
We can boost post in
Facebook and Instagram
simultaneously. In IG
people at least view the
picture/contents for once.
Effective result can be
achieved from by only
posting picture
contents instead of
video contents, but
video contents can be
effective if the
duration is not more
than 35 seconds, and
have an appealing
thumbnail
Learn More

17. Brand Popularity Long-term goals
Social Media Mentions Being the Influencer
Effectiveness of SMM
The full SMM Budget is much lower than TVC, RDC & Print media

18. Modifying Website
Digital Marketing means not only working in the
social media but also designing and updating the
current website with your offers and campaigns
Making the whole campaign
available on the website, including
the idea submission forum, rules,
procedures, videos and pictures.
So that urban people specially
students who want to get
connected with the brand can
easily access the information
Also, creating a Wikipedia page so
that people can know about the
brand, group and the product.

19. Conversion Model
People Exposed to the campaign - facts Attraction to sweepstake Participation in sweepstake Avoids sprays & coils Turns into ultimate sales boost
EFFECTIVENESS

20. Calculated Budget
Category Rate Bill
Equipment 20,000/- 22,000/-
Director of Photography 10,000/- 12,000/-
Sound 10,000/- 10,000/-
Editing 10,000/- 12,000/-
Model and Vocal
Honorarium
25,000/-
Sub Total 81,000/-
Agency Service Charge 15% 12,150/-
Total 93,150/-
Category Rate per Inch
Column
Inch per
column
Bill/day Days Bill
First Page 20,500/- 3 61,500/- 8 4,92,000/-
Inner Page 7,000/- 6 42,000/- 10 4,20,000/-
Total 9,12,000/-
Category Bill in dollar Dollar Rate Bill
Power Editor 700$ 85/- 59,500/-
Normal Boost 500$ 85/- 42,500/-
Total 1,02,000/-
Advertisement Creation: TVC, RDC, OVC Print Media Budget
SMM Budget
Duration Rate Repetition/day Total Cost/day Days Total
30 Seconds 2,000/- 30 60,000 20 1,20,000/-
Standard Day(8am-11am) 10 times
Prime Time(5pm-9pm) 20 times
RDC Placement Budget

21. Calculated Budget
TVC Placement Budget
Duration Ad rate Repetition Bill/Day Days Bill
40 seconds 22,000 1 66,000 20 13,20,000/=
Pop Up 5 s 3,500 3 10,500 20 2,10,000/=
Total 15,30,000/=
News Hour
Duration Ad rate Repetition Bill/day Days Bill
Pop Ups 5s 3,500/= 4 14,000 4 56,000/=
60 seconds 16,000/= 1 16,000 4 64,000/=
20 seconds 8,000/= 2 16,000 4 64,000/=
Total 1,84,000/=
Bangla Cinema Matinee Show
Duration Ad rate Repetition Bill/day Days Bill
20 seconds 8,000/= 2 16,000 4 64,000/=
Pop Ups 3,500= 2 7,000 4 28,000/=
Total 92,000/=
Talk Show
Total Cost: 30,33,150 BDT