Current IMC analysis & suggested IMC for Daily Kaler Kantho

1. IMC for Daily Kaler Kantho
Submitted to:
Ishrat Jahan Synthia (IJS),
Faculty, School of Business,
North South University.
Submitted by:
Anika Erin 072 819 030
Kazi Zabid Al Masum 073 155 030
AKM Shafiulla Mazumdar 073 687 030
Rezwanul Mumtahin Hossain 081 162 030
Al Amin Redwanur Rahman 081 122 030
Muhammad Yakub 082 320 030
MKT 337.4
North South University
Redwan
8/7/2010

2. August 5, 2010
To,
Ishrat Jahan Synthia (IJS)
Faculty,
School of Business,
North South University
Dear Ma‟am,
We are glad to submit our “IMC Plan on Daily Kaler Kantho” as we have prepared it as a partial
requirement of MKT337 course. We tried our level best to find and analyze the existing IMC
campaign of Daily kaler Kantho and suggest a better IMC tool. Now we are looking forward to
your kind appraisal regarding this paper.
The report is mainly about why IMC is important for Daily Kaler Kantho, how they are doing it,
how they should do it. We sincerely hope that, you will enjoy going through this report, as we
have felt great pleasure to prepare it. If any other information is required for further clarification,
our group member „Al Amin Redwanur Rahman‟ will be available on 01671947782. We will be
pleased to provide you anything you require regarding this paper.
Finally, we would like to thank you for providing us the opportunity to work in such an
interesting and enthusiastic plan as we have enjoyed as well as learned a lot in working this
report.
Sincerely yours,
________________________
(Al Amin Redwanur Rahman )
On behalf of the group,
MKT 337, Section 4,
School of Business,
North South University

3. Executive Summary
Newspaper has become a part of any modern society now. It is the most important reading
material that helps us to get clear, truth information. In the modern age, people cannot think of
his/r daily routine life without a newspaper. This is one of the most effective consumer products
of our daily life. Like all other consumer goods newspaper industry requires some special
marketing efforts. An effective marketing strategy must be developed to retain the current
customers as well as to attract potential ones. Newspaper is a product that can satisfy the need
about gathering information that helps in decision-making process of our daily, social and family
life.
In Bangladesh, Bengali is widely used in every class of families. People read Bengali
newspapers to obtain information about national and international affairs. Bangladeshi people are
getting conscious about the truthfulness of information. At present, The Daily Kaler Kantho has
made their promise to provide the truth and full news for its readers.
It is a good opportunities to serve the nation by telling them the truth what is going on in the
country and outside the country. This is their motto and that‟s why they introduced their Big Idea
“ ”. If we analyze the current newspaper market in Bangladesh we see, The
Daily Prothom Alo, is the number one daily (in terms of circulation) of our country. Previously
The Daily Jugantor was the market leader before Prothom Alo has launched. However, The
Daily Jugantor can‟t stay in the market because of Prothom Alo‟s great marketing strategy, news
presentation quality, efficiency, effectiveness, professionalism, journalistic approach etc. We
have to concentrate on these about how we can grab Prothom Alo‟s market share. For this
reason, we have designed an effective IMC program in this project and as well as other useful
tools to make it more effective. At the end of this project, we have also recommended some ideas
for their current IMC campaign along with developing a new one.

4. Table of Content
Topic No. Topic Name Page No.
1 Introduction 1
2 Company Background 1
3 Consumer Profile 2
4 Demographic Profile 2
5 Psychographic Profile 3
6 SWOT Analysis 3
7 Basic Product & Features 4
8 Competitors 5
9 Direct Competitors 5
10 Indirect Competitors 5
11 Competitive Analysis 6
12 Distribution 6
13 Positioning 7
14 The Big Idea 8
15 The Creative Strategy 9
16 Promotional Appeal 11
17 Execution Technique 11
18 Existing IMC Tool 12
19 Suggested IMC Tool 14
20 Budget Analysis 17
21 Conclusion 17
Appendix
A Bibliography I

5. Introduction
The main concept for marketing is communication. Without communication no business can be
successful. Traditionally, marketers do different kind of advertisement and promotion for
communication. But today marketers use a holistic approach to marketing communication. IMC
or Integrated Marketing Communication is that holistic approach. It ensures the consistency of
message and the complementary use of media. The concept includes online and offline
marketing channels.
Integrated marketing communication is integration of all marketing tools, approaches, and
resources within a company which maximizes impact on consumer mind and which results into
maximum profit at minimum cost. Generally marketing starts from "Marketing Mix". Promotion
is one element of Marketing Mix. Promotional activities include Advertising (by using different
media), sales promotion (sales and trades promotion), and personal selling activities. It also
includes internet marketing, sponsorship marketing, direct marketing, database marketing and
public relations. And integration of all these promotional tools along with other components of
marketing mix to gain edge over competitor is called Integrated Marketing Communication.
Practice of IMC has started in Bangladesh in a great extent. But still IMC campaigns of different
company or brand is not that much strong. In our project, we have selected the IMC campaign of
“Daily kaler Kantho” for analysis and finding a better IMC.
Company Background
The Daily Kaler kantho is one of the most popular Bengali newspapers in Bangladesh. It is a
sister concern of “Bashundhara Group” which is a one of the prominent and reputed business
group in Bangladesh. Preparation of “Daily Kaler Kantho” was continuing for more than a year
with a team of seasoned and dedicated journalists. It was first published on January 10, 2010
from Dhaka by Mustafa Kamal Mohiuddin on behalf of East West Media Group Limited. One of
the most popular Journalist Abed Khan is the editor of The Daily Kaler Kantho. Its daily print is
over 280,000 copies, making it the 2nd most published daily in Bangladesh. There are many
feature pages in Daily Kaler Kantho. These are Tech Bisshow, Tech Protidin, Spot Light,
Zoyeeta, Doctor Asen, Onno Kono Khane, Campus, Sondhani, Rajkut, Ronger Mela, Shila Lipy,
Shudhui Dhaka, Mogoj Dholai etc.
They are using one theme since the daily‟s inception. And the theme is
which mean it‟s not partial but totally true. It refers to the full purity of the messages kaler
kantho deliver. They are using the same theme at their every promotional activity. Relative
marketing data is for Daily Kaler Kantho is given below.

6. Market Share of relative Dailies from Sales Point of View
Name of Dailies Sales % of Market Share
Prothom Alo 2,13,255 30.83
Jugantor 1,24,328 17.97
Naya Diganta 95,285 13.78
Circulation Position of relative Dailies at a Glance:
Name of the Dailies Average supply chain Sales Copies % of Unsold Copies
Prothom Alo 2,32,339 2,13,255 8.21
Jugantor 1,41,467 1,24,328 12.12
Naya Diganta 1,13,950 95,285 16.38
Source: www.pdfcast.org
Consumer Profile
Consumer profile is an outline of significant demographic and psychographic details about the
user of a particular product. The data include the user's age category, marital status, income
level, education, occupation, sex, area of residence, and purchase behavior patterns. Knowledge
of the consumer profile is very important in the determination of a creative advertising
campaign. The advertising must appeal to both the user and the potential user of the product.
Consumers of Kaler Kantho are different from the consumers of lower end consumer. Consumer
profile of kaler kantho can be divided into two categories. This categories are 1) Demographic
Profile 2) Psychographic Profile. These categories are described briefly.
Demographic Profile
Demographic profile of consumers includes age, gender, family size, income, occupation,
education, religion, and race. Kaler Kantho is the newspaper for mass people. Readers from any
age can read the newspaper. Gender of reader is not that much important for main paper but
different pages of the paper can be allotted for female. As Kaler Kantho charges a higher price
like other top newspapers, consumers of the newspapers is obviously has to pay higher price.
That means the consumers are from a good income level. Kaler Kantho is published in Bengali
which is the native language of Bangladesh. So anyone who can read Bengali can read the
newspaper. Kaler Kantho didn‟t target any specific race and religion and so consumers can be
from any race and religion.

7. Psychographic Profile
Variable that is considered in psychographic consumer profile are Lifestyle, Loyalty, Activities,
Interests, Opinions, Attitudes. Kaler Kantho is mainly read by the upstream people and they are
leading somewhat fast lifestyle. They want get fresh news and latest news update from all over
the world. When the consumers or readers gets superior service than others on regular basis and
when the newspaper can met the consumers‟ expectations, consumers trends to be loyal.
Consumers, especially the young generation, have become involved in various activities
according to their interest. Kaler Kantho have started “Shuvo Shongho” which is a group for the
young generation who are interest in social welfare. Today people are becoming educated and
want to express their opinions and feelings to others. They like to publish their opinions and
feelings in the newspaper so that other can know.
SWOT Analysis
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves specifying
the objective of the business venture or project and identifying the internal and external factors
that are favorable and unfavorable to achieve that objective. Here a SWOT analysis has been
done to see the Strength, Weakness, Opportunity and Threats of Daily Kaler Kantho.
Strength
Kaler kantha is a sister concern of Bashundhara group. And Bashundhara group is a leading
business conglomerate in Bangladesh. They have sufficient resources to cover the news demand
around the country. In fact they have their own paper mill. Kaler kantho is the 2 nd most published
newspaper in Bangladesh. They have a strong distribution channel.
Weakness
Kaler Kantho is the late entrant to the newspaper industry. Many dominant companies already
have grabbed most loyal consumers. Therefore still kaler kantho has to position their brand on
the consumer mind. Kaler kantho is the product of bashundhara group. That‟s why if anything
wrong goes on the persons of the group or the group itself then it would impair the image of
kaler kantho simultaneously.

8. Opportunity
Kaler kantho has shown varying growth trends as newspaper identity across the region. It can
start outsourcing parts of its ad production and some editorial processes. Since the inception
kaler kantho is growing significantly. Also kaler kantho is backed by Bashunthara group which
is one of the prominent business groups in Bangladesh and has lots of resources.
Threats
There is lot of existing Newspaper Company in country‟s market. It implies a major threat to
kaler kantho. The emergence of new company should be monitored as new company creates
challenge to existing ones. Nowadays Internet is becoming a major threat to Kaler Kanho. Today
people are more aware of the use of Internet. People seek much information online rather than
reading hard one. And different blog sites serves people as networking and information passing
sites.
Basic Product and Feature
A product planner must think about three levels of products and services. Each level adds more
customer value. The most basic level is the core benefit that addresses the problem solving
benefit of the marketing offer. For Kaler Kantho, the basic product is information i.e. news &
views. At the second level, marketers turn the core benefit into an actual product. In this stage
product features, design, quality level, brand name, and packaging are developed. The actual
product of Kaler Kantho is the newspaper itself. In the third stage, to differentiate their offers
from competitors‟ a marketer offers some additional benefits with core benefit and actual
product, which is referred as the augmented product. Kaler Kantho offers different
supplementary as its augmented product.
Some supplements that Kaler Kantha Provides are:
Source: http://dailykalerkantho.com

9. Competitors
Businesses exist in a competitive environment. Businesses compete with each other to provide
the best possible value for the money, and to offer the most suitable range of products for their
customers. Businesses compete in many ways. One of them is Price, giving customers best price
and value. Another form of competition is location which includes being at the convenient
locations for customers. And finally there is competition on customer services which means
giving the best personal attention to the need of customer.
Kaler Kantha charges same amount of money as Prothom Alo or other top newspapers but it
provides more value than those. Value it provides is good quality paper, more news &
information, and less amount of advertisement. Kaler Kantho made itself available almost
everywhere the top newspaper is found.
Direct Competitors
Within a market businesses are faced by direct competitors. These are firms that produce the same or very
similar goods e.g. fruit and vegetable sellers on a Saturday market. A direct competitor is a business that
produces or sells a product or service that is identical or highly similar to another in the same market.
As Kaler Kantho is a daily newspaper, direct competitors for Kaler Kantho will be all Bengali & English
dailies around the country. Main direct competitor for Daily Kaler Kantho is Daily Prothom Alo as they
are the market leader. Other Direct competitors for Kaler Kantho are Daily Jugantor, Daily Amar Desh,
Daily Ittefaq, Daily Noya Digonto, Daily New Age, Daily Star, Daily Bangladesh Observer etc.
Indirect Competitors
Apart from direct competitors, another kind of competitors exists in the market. They are not
directly in the competition but indirectly. These types of competitors provide substitute offerings
of the business of which they are competing indirectly. Indirect competitors for daily newspapers
will be the Weekly & Monthly newspapers and the Magazines. They are indirect competitors
because they also provide information and news to the people but they do not come out daily.
Besides, magazines are more different and diversified than daily newspapers.
Daily Kaler Kantho faces indirect competition from Shaptahik 2000, Weekly Anannya, Computer
Jogot, eBiz, PC World, Ananda Alo, Robbar, Ekattor etc. Due to develop of different Bangla
blogs, Kaler Kantho is also facing indirect competitions from them.

10. Competitive Advantage
Competitive advantage means advantage a firm gets over its competitors. Generally competitive
advantages that newspapers enjoy are Monopoly status, Newsgathering power, Localism, The
best customers, Lots of attention, Brand-name recognition. But Kaler Kantho enjoys a totally
different competitive advantage and that is lower cost of production. The major portion of
production cost for any newspaper is paper. Kaler Kantho is part of Bashundhara group and
Bashundhara group has paper mill. For this vertical integration Kalker Kantho can get papers at a
lower price. Where other top newspapers purchases from other paper business or imports paper
at a higher price, Kaler Kantho uses paper produced at Bashundhara paper mill which is very
convenient. This is how Kaler Kantho achieved competitive advantage of lower cost of
production over other daily newspapers in Bangladesh.
Distribution
Distribution channel for all daily newspaper is somewhat same in Bangladesh. The distribution
channel that Daily Kaler Kantho follows is shown below:
Circulation Production Distribution
Department Department Supervisor
Consumer Hawker Sub-Agent Agent
(Reader)
Fig: Distribution Channel of Daily Kaler Kantho
Source: Case on Daily Prothom Alo.
After production, Kaler Kantho sends its newspapers to distribution supervisor who sends the
papers to agents in different division and districts. These agents make newspapers available to
hawkers through sub-agents and consumers or readers of Kaler Kantho receive the newspaper
from the hawker.

11. Positioning
In marketing, positioning has come to mean the process by which marketers try to create an
image or identity in the minds of their target market for its product, brand, or organization. Kaler
Kantho has emphasized on the most salient attribute of a newspaper which is the “News”
published. It has created their tagline which talks about its characteristic that only true news is
published in this daily newspaper. Kaler Kantho has always shows this tagline “Angshik Noy
Puro Shotto” in its communication channels by showing that the newspaper publishes the true
news only, not the ones which are lucrative but partially true. It has tried to differentiate itself to
the consumers by positioning Kaler Kantho as the only newspaper which publishes 100 percent
true news.
Location of Product in
Consumer’s Mind
Kaler Kantho has created Top of Mind Awareness (TOMA) through its positioning strategy.
When a consumer somehow confronts with the word “true news”, it simultaneously reminds him
or her of Kaler Kantho as the newspaper has successfully positioned themselves in consumer‟s
mind as a source unbiased true news.
Kaler Kantho has tried to catch the consumers who use their left brain in cognitive decision
making which implies that Kaler Kantho has tried to position itself to the consumers who are
rational and verbalizer. Most of the people who read newspaper want to acquire the true and
correct news, and Kaler Kantho has positioned itself for those consumers. It has created such a
vibe that “true news” reminds a person of Kaler Kantho rather than even the market leader
“Prothom Alo”.
Consumers’ Perception
In a nutshell, consumer‟s perception about Kaler Kantho is very positive. Kaler Kantho has
positioned their brand as a newspaper featuring true news of the current affairs which creates
positive evaluation of the brand in consumer‟s mind. General people always want to know
what‟s happening around them and they want to know the exact true incident. In the media world
of biasness, people look for the unbiased true news which Kaler Kantho promises to publish.
Kaler Kantho used this common expectation for their positioning and consumer has taken the
brand positively as Kaler Kantho does what it promises.

12. Image Conveyed to the
Consumers
As the daily Kaler Kantho was published with the financial help of Bashundhara group, at first
people thought that it would be a biased or not as trustworthy as a source of news. Nevertheless,
the daily Kaler Kantho has proven this concept wrong. In accordance with their tagline “Angshik
Noy Puro Shotto”, they have kept their promise of quality and true news. They have reduced the
space for advertisements and increased the number of pages for news. Through this tactics, Kaler
Kantho is successful in conveying a positive brand image to their readers and now they are
holding the 2nd position in Bangla newspaper publication in a very short time, which is a proof
of their achievement.
The image that Kaler Kantho has tried to show the consumers is that they are unbiased and
honest newspaper publisher. The last television commercial of Kaler Kantho consisting of a big
elephant with some blind folded persons was created to show the consumers how can a person be
misguided with wrong information. True news or information will create the path towards actual
scenario. Kaler Kantho has always shows the image that it is the source of true information by
which they have successfully positioned themselves in consumer‟s mind.
The Big Idea
An important part of creative strategy is determining the central theme that will become the
major selling idea of the IMC campaign. The big idea is the flash of insight that synthesizes the
purpose of the strategy, joins the product or service benefit with consumer desire in a involving
way, brings the subject to life, and makes the audience to stop, look and listen.
The big idea of The Daily Kaler Kantho is “ ”, (Not partial, full truth).
This is their only big idea and they are designing their all IMC campaigns around this idea. The
concept is unique and definitely a hit one. Here, The Daily Kaler Kantho comes up with a more
relevant and rational concept which has focused directly on their news quality, that it is the full
truth. A newspaper is all about news, and the news will must be the triumph of truth. So, to sum
up, The Daily Kaler Kantho is focusing on the basic need of a newspaper reader, true news.

13. After the publication, The Daily Kaler Kantho has gained the second best position in
Bangladesh, according to the number of daily circulation. Where The Daily Prothom Alo is the
first by the circulation number, and The Daily Kaler Kantho is holding the second position. Here,
the tag line, also the big idea for The Daily Prothom Alo is “ ”, Daily Kaler
Kantho has chosen their big idea as “ ”. Which is more relevant and this
idea is directly based on the concept of their news quality. It is nothing abstract or like
imaginative, but fully focused on their newspaper unbiased and pure quality. From this
viewpoint, The Daily Kaler Kantho is offering a unique proposition to their readers and it helps
them to gain a competitive advantage.
The big idea is no doubt a very strong one that it was influential enough to move the customers
toward this brand. For this reason, The Daily Kaler Kantho has become very popular in a short
time and they become second in position by keep the earlier daily newspapers behind.
As it is already a successful idea, we are not altering it by any other idea or concept. We are just
enriching the current big idea “ ” by some more additional creative
strategies and promotional tools.
The Creative Strategy
The existing big idea of The Daily Kaler Kantho is “ ”. All of their
creative movements such as TVC or outer promotional tools were built based on this single idea.
As it is already a successful one, we are not changing it, but we are going to enriching it by some
new ideas and presentations.
Advertising Design
Based on our big idea, on the advertising design we have showed that partial picture can be
misleading and misinterpreting. But when we see the full picture, the whole represents the full
truth and the actual happening behind the screen.

14. The Story Board
Story board 1
Story board 2
Story board 3

15. Story board 1: For the first picture of story board one, we see that a young man with a
rebellious approach. This is somehow positive and the symbol of youth, who can‟t tolerate any
injustice and stand against it. But when we see the full picture, we come to know that actually he
is the one who is committing the injustice by beating the rickshaw puller.
Story Board 2: For the first picture, we see that a young man is threatening another young man
that represents the first man as a bad person. But when the full picture arrives, we see that
actually he is the good person who is talking against the child tormenting.
Story Board 3: In the first picture, we see that a girl is crying. It can be assumed that the girl is
sad or something bad happened to her. But when we see the full picture, it comes to realize that
those are actually happy tears as the boy proposed to her.
Promotional Appeal
The previous promotional appeal was a combination of humorous and rational where the TVC
showed that there was a big elephant with some blind folded persons who were asked to identify
an elephant by touching it. And the result was no one was able to come up with a whole idea by
this partial identification. There was the inner message that partial anything doesn‟t represent the
whole.
As we are working on this same big idea we are now focusing on the combination of rational and
emotional appeal. Where we are showing half picture of something which interprets in one way,
but when we are showing the full picture, it represents a whole different thing. Unlike humorous
it is much more rational which is just conveying the main feature or the core benefit of the
newspaper that it is all about full truth. And it is focusing on the readers‟ psychological need of
true news out of a newspaper.
Execution Technique
The execution technique based on the promotional appeal or TVC as well as the print ads are
basically the factual one. We are here, spreading the straight factual message that it is - “
” where the focus of the message is about the truthfulness and
trustworthiness of the news of the newspaper. It is an informative, straight sell execution to
communicate the newspapers core benefit.

16. Existing IMC Tools Analysis
Kaler Kantho is using a promotional mix to build brand awareness and brand image among the
target customer . Promotional mix elements are Advertising , Sponsorship , Interactive Media
and Support Media.
IMC
Advertising
Advertising is a non-personal communication including TV, Radio, Magazine, Newspaper,
Billboard ads etc. It is very strong marketing communication media which can draw attention to
huge target audiences at a time. At present, Kaler Kantho is using TV ads and Billboard for
communicating their target customer.
Kaler Kantho‟s TV ads were very interesting and effective, when they first launched few days
before started TV ads. In their ads, they used Teaser or mystery Appeal. They succeeded to draw
attention of customers. Those who watched that TV ads, was thinking what is coming or what
it‟s can be?? After few days, the ads have shown its Kaler Kantho, a daily newspaper with the
Big Idea “ ”. The ads viewer made a good perception about this ads and
as well as kaler kantho. Their launching campaign was success. But now a day they don‟t
telecast TV ads frequently which are not good. They also use Billboard to create a image
through this same idea “ ¨. Kaler Kantho place their ads in Bashundhara
City shopping center through poster, lip late, TV screen etc. This is an excellent place since lots
of people everyday going there and this work as reminder of kaler kantho to customer.

17. Recommendation
We have some recommendation about their IMC Tools, Advertising. Those are:
 They should telecast TV ads more frequently.
 New TVC should create with different advertising appeal and execute through different
way.
 They should increase Billboard ads.
 They can use more emotional appeal in ads to enter in customer heart that will increase
brand image.
PR/ Publicity
Kaler Kantho is increasing their brand image through Sponsorship activities. They provided
sponsorship some of events organized by North South University‟s internal Club. Rangs
Electronics Limited popularly known as "SONY-RANGS" arranged a Press Meet titled "SONY
EXPO 2010"& New Series BRAVIA Presentation. Kaler Kantho was event partner. They also
take sponsorship of many Bashundhara Group events.
Recommendation
 They should increase sponsorship activities.
 They can be sponsor of reality show of many TV channels.
 They can also sponsor of Sports live telecast.
 They should introduce some effective PR program
Interactive Media
Interactive media allow for a back and forth flow of information. Interactive Media now a day is
very effective media to reach the young generation. One of the most popular interactive media is
Facebook . Kaler Kantho have a Facebook Account where it‟s having lots of members. Through
this facebook kaler kantho can provide information to target customer about their brand as well
as space sell of newspaper for ads. This is a two way communication. Target customer can
provide their feedback and suggestion.

18. Recommendation
 They should update status about their exclusive activities.
 Upload some exclusive photos taken by their photographer.
 Update status about public relation activities.
 Update status about sponsorship activities.
Support Media
Kaler Kantho place their ads inside the Bashundhara City shopping center through poster, lip
late. They also telecast their ads on a screen in the lift of shopping center. This is a excellent
place since lots of people everyday going there and this work as reminder of kaler kantho to
customer. They also paint the Kaler Kantho logo on entrance stair of Bashundhara City.
Suggested IMC Tools
We have suggested some new IMC tools for Kaler Kantho those they can use to build brand
awareness and image. We also have made a TV commercial and some Billboard ads for them.
IMC
Advertisement PR/Publicity Interactive Support Sales Personal
Media Promotion Promotion Selling
Radio Recycli Facebook Transit Commission
ng
Magazi Truth Blog Movie Gifts
Theater
ne Box
Blimps Discount

19. Advertisement
Radio:
Now a day, FM Radio is very popular and lots of people are addicted by FM. Kaler Kantho has a
opportunity to reach their target customer (both Reader & Client). They can telecast some ads on
FM radio for Newspaper reader. They can also give ads for selling their newspaper space.
Magazine:
Lots of people are like to read weekly, monthly magazine. Kaler Khanto can put their ads for
both reader and client on various Bangladeshi weekly and monthly magazines. They can give
some emotional appeal ads through imagery execution method. These types of ads create a brand
image on customer mind.
Public Relation (PR)
Recycling
Kaler Kantho can take a newspaper recycling program. This program has two side benefits, one
is PR activities another one is production cost cutting. News paper subscribers sell old
newspaper. Under this recycling program, kaler kantho recycling term will collect old Kaler
Kantho newspaper consecutively after period of 3 months from Kaler kantho subscriber. They
will little bit more prices per kg than market rate. Kaler Kantho is under the Bashundhara group
and Bashundhara group has own paper mills. So they will use collected old newspaper as raw
materials for paper reproduction. Thus they can reduce production cost and as well as recycling
which will create a good perception in customer mind.
Truth Box
In Bangladesh, government are fail to provide life security to citizen. As a result we are afraid to
disclose the truth. Many people in our society know the truth but they don‟t disclose it to police
or media because of own security. As a result lots of true news is covered by false. Kaler Kantho
can establish some Inform Box name “Truth Box “in many places. Those how know the truth
about any incident or any complain about illegal activities against any organization etc, they will
write those information and drop into the box. The journalist of kaler kantho will check the box
continuously. If they find any clue, journalist will investigate and find out the truth in front of all.

20. Personal Selling
Kaler Kantho can increase their sale of newspaper and space in newspaper for ads through
personal selling. Many Organizations, Hospitals etc take newspaper at huge amount. Kaler
Kantho‟s sales representatives will go to organization and hospitals and try to convince to
become subscriber of Kaler Kantho. Kaler Kantho can give some power to sale representative
that they can utilize during personal conversation.
Seles Promotion
Sales promotion program is for their sales force (distributor) and client (for ads). Kaler Kantho
can implement some sale promotion like discount, commission, gift, distributer of the year award
etc based on increasing sales volume. If a distributer can increase the subscriber of kaler kantho
than previous month in his area, he will get a commission. The distributer who can keep constant
subscriber volume of his area during 3 months, he will get discount in the 4th month. Some gift
will be given occasionally to distributer and sales representatives. At the end of year distributer
of the year will selected and rewarded. Kaler kantho can provide some discount to their client. If
the client buys space large amount or regular buy, they will get some discount.
Interactive Media
Now a day, interactive is becoming more popular for communicate target audiences and build
brand image. Facebook is one of them where young generation is spending more time. Kaler
kantho can place their ads (for both client and subscriber) on facebook . They can also open Blog
where journalist of kaler kantho will write about many important issues. They can send message
about kaler kantho to customer by helping of mobile operators.
Support Media
Kaler Kantho can place their ads out on body of the public buses and also some sticker inside the
bus. They can place poster on bus shelters. Kaler Kantho‟s ads can be telecasted in movie
theater, Star Cineplex. They can place some Blimps with Kaler Kantho logo in various place of
Dhaka city.

21. Budget Analysis
Our total budget for this IMC campaign is 10crore. After detailed analysis we have fixed up this
amount.
IMC Tools Percentage
Advertising (Television 35%, Radio 10%, 55
Magazines 10%)
Public Relations 35
Interactive Marketing 2
Personal Selling 5
Support Media 3
Our total budget for this IMC campaign is 20crore for two months. After detailed analysis we
have fixed up this amount. We allocated the highest amount of total budget in television
advertisements. Because we know that television advertisement is very expensive, per exposure
of television advertisements cost in an average 20000tk and we have to also spent in making
advertisement. If we select ten television channels including BTV for our two months campaign
and we buy five minutes of media time before news of each channel everyday for 30 seconds add
it will cost in total approximately 12000000tk. For billboards, per square feet cost 25tk so the
total cost of a big size billboard in between 60 to 70 thousands taka as well as we needs to pay
various amount of billboard rent according to their location where it place. We allocated
moderate amount of our total budget in public relations. Now marketers spent huge amount of
money in CSR activities to enhance their image. We will also introduce paper recycling activities
that will require hiring employee and buying new machineries.
Conclusion
The daily Kaler Kantho started their journey in one year back but in the mean time they are able
to reach in second position in the market. But now Kaler Kontho is not using advertisement
through television, radio and billboards frequently .In order to advance or retain their position
they need improve their IMC campaign. The daily Kaler kantho has the capability to become
market leader if they can increase their IMC campaign in more meaningful way. Now Prothom
alo is the market leader. They need to increase their advertisement and public relation activities
like sponsorship etc. in order to improve their image in the mind of customer and to gain public
understanding and acceptance. Kaler kontho has to represent them in such a way by the help of
meaningful integrated marketing campaign so that people can rely on them.

22. Bibliography
 Belch, George E. & Belch, Michael A., “Advertisement and Promotion: an integrated
marketing communication perspective”, 8th edition, McGraw-Hill Irwin, 2009-2010.
 Wikipedia, <www.wikipedia.com>
 Google, <www.google.com>
 Daily Kaler Kantho,< www.dailykalerkantho.com>
 Newspaper Marketing in Bangladesh: A case on Daily Prothom Alo, Daffodil
International University Journal of Business & Economics, Vol no. 1, 2006.