abcd

1. স্বাদের ম াদে,
হারিয়ে যাও

2. team
MADMEN

4. Challanges
Market
understanding
oContinuity of Availability
oVisibility
oLack of promotions
oPackaging problem
oProduct size variations
oDealer retailer Rigid contracts

5. Buyer
behavior
o TV commercials
o Trend
o Word of mouth
o Brand image
o Taste
o Convenience
o Impulse purchase
o Retailers influence
o Just buy

6. TG selectionMarket
understanding
Demographic Phycographic
• Both male and female
• Age 10-45
• Lower class to upper class
• Snacks lover
• Loves eating on the go
• Those who wants to enjoy leisure

7. ProductThe Mix
Mild Savory Taste

8. ProductThe Mix
VS.

9. TRANSPARENT
NAME

10. Price, Packet sizeThe Mix
8tk 40tk18tk

11. Consumers needThe Mix
Taste Quality Convenience Joy

12. Consumer value proposition
o Taste
o Quality
o Instant hunger fullfilment
o Green lantis
o Potato crisp
o Mmung beans
Tangible
benefits
Intangibles ???

14. PositioningThe Mix
স্বাদের ম াদে,
হারিয়ে যাও

15. Brand steering wheelBrand
BUilding
BRAND BENEFIT
BRAND TONALITY
BRAND PICTURE

16. Promotional ObjectiveBrand
building
Awareness Advocacy

17. Criteria of imc effectiveness
Brand
building
oProduct appearance in the market
oSupply

18. PilotBrand
building
o Dalmoth introduction

19. Launching Campaign
Brand
building
o Travel show
হারিয়ে যাও
সারা বাাংলায়
presents

20. হারিয়ে যাও
সারা বাাংলায়
• spots

21. Alutila

22. Bangla mountains

23. Swatch of no land

24. Hilly areas of cox bazaar

25. Kukri mukri island

26. Kutubdia

27. Ratargul

28. sangu

29. teknaaf

30. Launching Campaign cont.
Brand
building
o Hariye jao Facebook page
o Youtube channel
o “Share your travel moments” engagement campaign

31. EID dramaBrand
building
presents হািায় া রিজ্ঞরি
Story of a persons going missing and rescue

32. Regular PromotionBrand
building
o School college canteen banner

33. oDaalmoth food cart
Regular PromotionBrand
building

34. Regular PromotionBrand
building
oAnonymous postering before new packet launch

35. Regular PromotionBrand
building
oEuropean football fans football match
competition

36. Regular PromotionBrand
building
oVending machine
Introducing 5 vending machine in super shop and malls

37. Regular PromotionBrand
building
oBillboards 3 (double view)
10 (normal)
oTVC

38. Trade marketingBrand
building
Distributor
o Incentives upon target sales
o Family trip
o Yearly best distributor award

39. Trade marketingBrand
building
Retailer
o Gifts upon targeted sales
o Shop painting
o Flexible distribution system

40. Categories 1st 6 months 2nd 6 months 3rd 6 months Last 6 months
Pilot
“Hariye Jao” travel show
Eid Natok
Canteen banner
Street food cart
Postering (bus, train, anonymous)
Europian football fans club
competition
Rack renting
Billboards
Mela sponsorship
Vending machine (10 units)
Billboard on shop
Dangler
TVC

41. BUDGET
Categories Amount in TK
Pilot 5,00,000
“Hariye Jao” travel show 2,00,00,000
Eid Natok 2,00,000
Canteen banner 1,50,000
Street food cart 1,50,000
Postering (bus, train, anonymous) 2,00,000
Europian football fans club competition 3,00,000
Rack renting 1,00,000
Billboards 5,00,000
Mela sponsorship 5,00,000
Vending machine (10 units) 5,60,000
Billboard on shop 25,00,000
Dangler 2,00,000
TVC 1,00,00,000
Total cost 3,58,60,000

42. Estimated sales increase
oSales increase in 1st year 7 crore
oSales increase in 2nd year 10 crore

43. Campaign effectiveness evaluation
FEEDBACK FROM SALES REP AND DISTRIBUTOR
Consumer Engagement with online media

55. Witnessing
TV
SOCIAL MEDIA
YOUTUBE
FACEBOOK
Travel show
Become inspired
By friends
Awareness
Researching
Review
Online existence
Paid online
media
Own online
media
Explore and consider
Purshasing
Experiencing
vending machine
Moment of sale
Customer
Retention
Sharing
Social media
Social network
Word of mouth
Loyalty
Aspiration Consideration Advocate
Consumer Journey Framework