IMC Plan for “Smart Water”

Course Title: Integrated Marketing Communication

Course Code: MKT402

Section: 1

Prepared for

MD Anamul Hoque Rubai

Senior Lecturer

Department of Business Administration

Prepared By

Date of Submission: 19 April, 2012

Acknowledgements

At very beginning we would like to thank the almighty Allah that we are enabling enough to do

this report. We are very much thankful to our respective course instructor Mr. Md. Anamul

Hoque Rubai for giving us such an interesting project and proving the necessary suggestion and

guidelines. This has provided us the chance of working with real life data, which helped us to

acquire clear insight about the course. It was a thoroughly enjoyable experience. This report will

definitely add to our practical experience and will help me in professional life.

We are very much obliged to those persons who gave their valuable time, opinion and advice to

complete this report, especially designer Khokon, Mohd. Amir Hossain, Dr. Ahad. We are

grateful to our administration as they provide us with the facility to use computer lab for

browsing net and providing the place for the campaign. May be, it would have been impossible

to finish the report in time if we didn’t get facility to use net for our own purpose. We are

acknowledging to all of those web sites from which we have taken necessary helps.

Last but not least, we are proud and feeling lucky enough to have such nice members in our

group. We have a strong bonding of understanding which has made our effort successful and

memorable.

Letter of Transmittal

April 19, 2012

Md. Anamul Hoque Rubai

Senior Lecturer

Department of Business Administration

East West University

Dear Sir

In accordance to your advice to out-group for preparing a term paper on “Integrated Marketing

Communication” [MKT-402] course, we have selected the product “Smart Water (Vitamin

Water)”. To serve our purpose, we have followed standard research methodology to extract our

findings. We have applied sophisticated analysis techniques to get consistent and sound output.

As per the direction of yours, we have tried our best to highlight our findings by applying our

acquired concepts and models.

We sincerely hope this report will fulfill the requirements suggested by you under the course

MKT-402. We will appreciate if you kindly spend some of your valuable time by studying the

report.

Sincerely your

Nazmus Sakive Zubair 2009-1-10-067

Md. Shakhawat Hossian 2009-1-10-234

Risul Islam 2009-1-10-179

Anam

Rafsan

Hanjala Khan Shajid 2006-1-10-101

Muhitur Rahman Khan

Table of content

EXECUTIVE SUMMARY

1. Company Profile

2. Introduction

3. Methodology

4. Marketing Mix

5. Communications Market Analysis

5.1 Communication Market Analysis

5.2 Competitive Analysis

5.3 Opportunity analysis

5.4 Target Market Analysis

5.5 Findings and survey outcomes

6 Corporate Strategies

6.1 Corporate Image Strategy

6.2 The Role of Corporate Image

6.3 Tangible Elements

6.4 Intangible Elements

7. Communication Tools

7.1 Advertising

7.2 Sales Promotion

7.3 Public Relations

7.4 Direct Marketing

7.5 Corporate Name 7.6 Logo

7.7 Package 7.8 Labels

7.9 Employees

8. Brand Development Strategy

8.1 Brand Positioning

8.2 Brand Name and Logo Selection

8.3 Brand Sponsoring

8.4 Brand Development Strategy

8.5 Pricing strategy of “Kelly’s Sneaker Cleaner”

8.6 Public Relation Strategy

9. Integrated Marketing Communications Management

9.1 IMC Objectives

9.2 IMC Budget

9.3 Agency Selection

9.4 Internet Web Site

10 Integrated Marketing Communication Methodologies

10.1 Advertising

10.2 Consumer Promotion

10.3 Media Plan

10.4 Media and Vehicle Selection

10.5 Advertising Media scheduling

10.6 Media Buying

Evaluation

Conclusion

Reference

Appendix

EXECUTIVE SUMMARY

Bangladesh is such a country where in each and every moment a large number of people become

sick from various diseases because of impure drinking water, change of weather, from

environment pollution and it may from different kind of unhealthy foods. Doctors say that we

can reduce such diseases if we drink pure fresh water and fruits which have different types of

vitamins. That’s why using the most innovative and latest technology for the first time in our

country Korean Company NEXT Co. In. is introducing such type of mineral water which contain

six types of water mixable vitamins. In this category we are not going to face any direct

competitor in our market. But we have many indirect competitors in the market regarding

drinking items. As there are so many competitors in the market we are now trying to get a

competitive path from our product that’s to be established.

As it is known to us that there is no other direct competition for this particular product which is

vitamin water, so we can take great advantages to take a significant place for our product in

customer mind. If we can synchronize our all of the proposed IMC plan, then. Vitamin water

boosts your energy; take care of your heart, eyes and skin. So it means that we thinking about

health conscious people and who are they? Simply they are young and energetic generation.

Mainly we have targeted those who are in between 20-30 years old are our target customer.

In this plan we will try to cover all the communication tools for marketing or promoting the

innovative essential product “Smart Water”.

Company Profile

NEXT Food & Beverage Co. LTD.

Mother company Next food and beverage co. limited is committed to produce high standards of

consumer-food products for consumers worldwide, as well as establishing world-class brands,

With products all across the globe, we are a company that focuses on society. From the export

industry to the consumer market they are making a change by creating opportunities while

remaining focused on the people of the country.

Next food and beverage co. limited started their journey late 1993 on the ground of Ulsan, South

Korea. Now they placed a manufacturing factory in our country at Comilla EPZ inspired by the

motivation of enriching the country's poor health and hygienic sector. Our supreme goal is to

make our people healthy and hygienic.

At a Glance

Type Private Limited Company

Founded 2002

Headquarter Korea

Area Served World Wide

Industry Food and Beverage

Product Food Items

Services Beverage

Revenue US $ 29.122 Billion

Operating Income US $ 1.439 Billion

Net Income US $ 3.028 Billion

Total Asset US $ 48 Billion

Employee 66,000

Fantasized Country Peoples Republic of Bangladesh

Initial Investment in BD US $ 4.5 Million

Employees 1100

Factory Gazipur

Land Area 644 Katha

Next Food and Beverage Limited

Objective

Our journey to create a positive impact on local and global consumers through our brands,

commercial operations and relationships, voluntary contributions, CSR in which we engage with

society.

Mission

With an aim to increase consumer satisfaction and total market coverage we diversified our

distribution channel throughout the country. Our market and distribution set up works with a

view to close with a maximum number of retailers who are near to consumers.

Vision

What drives us is our love for our country. Our primary focus has always been to help the

country of Bangladesh. By increasing the amount of exports, we can bring in more revenue for

the country thus improving our economy. This in turn will create jobs for our people.

With a clear view to be a global company Next food and beverage BD Ltd and Next food

and beverage Co. Ltd. will work together by producing number of consumer’s products in food

and beverage sector. We established our journey by hiring number of hardworking and dynamic

professionals in sales and marketing, research and development, admin and supply chain. To

increase consumer motivation and satisfaction we develop our research and development,

introduce new fast moving products and brads as per consumers needs and choice.

Introduction

Origin

This IMC plan is undertaken as a practical requirement for the “Integrated Marketing

Communication” [MKT-402] course of Business Administration program. The IMC plan is

about a drinking water which completes a study that covers all-important factors of integrated

marketing communication and marketing strategy, and it has been prepared in compliance with

the instructions of our course instructor “Md Anamul Hoque”. It is due on April 19, 2012.

Objectives

Followings were the objectives of the study:

Broad objective

To developing an IMC plan for “Smart Water” according to the requirement of the course.

Specific objective

To attain the broad objective following specific objectives were pursued:

o To learn how to integrate marketing communication tools.

o To launch a new product with a new company in a new category.

o To develop brief theory about the “Smart Water”.

o To identify what the consumer needs about instant refreshment, healthy drink and

satisfaction and providing it to them

o To make advertising about “Smart Water”.

o To enhance the strength and skill of the organization that will contribute to

company's increasing growth among other’s company.

Scope

This IMC plan focuses on the communication tools of “Smart Water”. To create an IMC plan on

“Smart Water”, we were delimited within a scope. Because there are no such products are in our

country but we had limited information and that’s why we made this report based on internet and

brainstorm for redesigning the product packaging, logo, selecting the promotional tools,

television commercial, billboards, banners, posters, flyers, stickers, etc.

Limitations

In the time of our analysis we faced some problems that hampered our IMC plan. Some of them

were minor and some were major. But all those problems were created some disorder during

making our IMC plan. If those problems were not created then our IMC plan would be more

impressive and highlighted. The limitations of our study are given below:

It was hard to get-together with the group members as we have different time schedule.

All the sources are not reliable, so we have carefully identified the exact information.

Time limitation is one of the major problems.

For having other courses and exams, we have very little time to complete the IMC plan.

As there is no existence of this product particularly in our country, so it could be hard

to define every part.

Technological inefficiency to make advertisement.

As the product does not exist in the market so getting sponsorship is not possible.

These are some of the problems or limitations that we faced and tried our best to overcome the

problems. We also tried our best to do the IMC plan as comprehensible as possible.

Methodology

The IMC plan was largely involved in accumulation of information that comes partly from the

Primary and partly from the Secondary sources.

Primary Sources

Primary sources were those individuals (industrial consultancy expertise) who are stay in

Canada and North Korea.

Also those people who gives us technological knowledge for making the advertisement.

Those entire people who makes the advertisement.

Secondary Sources

Secondary information was collected from the web site.

Advice from Pharmacist and Physician.

Launching “Smart Water” under NEXT F&B LTD

Choosing Smart Water (vitamin mixed)

Day by day time is changing. People are changing them self through the change of

culture, heritage, environment, technology etc. And now a day’s young generation is giving more

emphasizing on health, hygienic and hydration. They are very much health conscious specially

those who work hard. And these people are our target market for our products. As young

generation are changing themselves regarding health and hydration, so making the capital of

these changing human perceptions we have chosen a complete different type of product which

will definitely meet the demand of those target market for our IMC program.

Reasons for Choosing Next Food and Beverage Co. Ltd. to launch this product

Challenging work is always beneficial for learning and earning experience. And the Next Food

and Beverage Co. Ltd is not a popular/known company in our country. So this is our challenging

work that we will do our best for building a strong brand image to get a position in customer

mind and market. And through this challenging work we will be able to learn and earn at least

some thing about marketing.

Marketing Mix for “Smart Water”

Marketing mix is the tools available to a business to gain the reaction it is seeking from its target

market in relation to its marketing objectives. Following is the 8 Ps of “Smart Water”

Product

With the blessing of Korean high technology “Smart Water” is made with special types of

vitamins that a human body needs. And because of these Vitamins our product is differentiated

from other mineral water in the market. The ingredients are as follows:

Ingredients Contains

Calories 50

Fat 0g

Sodium 0mg

Potassium 60mg

Carbohydrates 13g

Sugar 13g

Protein 0g

Vitamin C 40%

Vitamin E 20%

Vitamin B3 20%

Vitamin B5 20%

Vitamin B6 20%

Price

There are different methods of pricing like skimming, penetration, psychological, cost-plus and

loss leader. For “Smart Water” the company will use skimming pricing strategy as Next Food

and Beverage Co. Ltd. is the first vitamin mixed drinking water producer in the Bangladesh

market.

Place

At the beginning stage of Next Co. Ltd in Bangladesh market we have selected the urban area for

choosing their place. Because of the target customers of the products are mostly living in this

category.

Promotion

Promotion of “Smart Water” will be done through advertising like

. Television Commercials Radio Advertisements

Daily Newspapers Posters

Magazines Billboards

Banners

Sample specially for

popular restaurants,

hospitals, sports clubs and

popular physicians

Category Price/bottle

250 ml TK. 10

500 ml TK. 15

Initially we are not thinking about free sample because; water is a generic product which is

commonly used in our daily life. Rather then we will arrange too many campaign and

advertisement to create an awareness of the benefit of this product and create a place into

customer black box (mind).

Physical Evidence

Physical evidence for “Smart Water” is the product itself. The mini (250ml and 500ml) shaped

the bottle is very stylist which is easily carry able by the target customers.

Publicity

Publicity is the non paid form of advertising. Publicity for “Smart Water” will help the growth

of its business. The huge well publicity about the benefit of the smart water will satisfy

customers.

2. Communication Market Analysis

2.1 Competitive Analysis

Competitive analysis is the practice of analyzing the competitive environment in which the

business operates (or wishes to operate), including strengths and weaknesses of the competitor

companies, strengths and weaknesses of own company, demographics and desires of

marketplace customers, strategies that can improve the position in the marketplace, impediments

that prevent a company from entering new markets, and barriers that a company can erect to

prevent others from eroding own place in the market.

The Smart Water is merely a new concept in the context of Bangladesh Drinking Water market.

In our competitive market, we can take a very competitive advantage by offering “Smart Water"

which is not only a drinking mineral water but also contains added vitamins. In order to grab the

market, our product is good enough because it can help in overcoming dehydration. We can

strongly claim that no other companies have such kind of benefits that we have.

We have divided our competitors under two sector/segment.

1. Industry Competitors

2. Market Competitors

1. Industry Competitors:

Industry Competitors Communication Tools

Strength Weakness

MUM

Electronic Media Not available

Place Ads.

Print Media

Point Of Purchase

Personal Selling

Consumer Promotion

Trade Promotion

Sponsorship

Fresh

Electronic Media

Place Ads.

Print Media

Point Of Purchase

Personal Selling

Consumer Promotion

Trade Promotion

Sponsorship

Pran

Electronic Media

Place Ads.

Print Media

Point Of Purchase

Personal Selling

Consumer Promotion

Trade Promotion

Sponsorship

Jibon Electronic Media

Place Ads.

Print Media

Point Of Purchase

Personal Selling

Consumer Promotion

Trade Promotion

Sponsorship

ACME

Electronic Media

Place Ads.

Print Media

Point Of Purchase

Personal Selling

Consumer Promotion

Trade Promotion

Sponsorship

2. Market Ana

2.2 Opportunity Analysis

2.3Target Market Analysis

The target market for the vitamin added “Smart Water” is mainly those people who are

conscious about health and in need of time to time hydration. As it is important to segment the

target market analysis the segmentation factors for “Smart Water” are as follows-

Geographic Segmentation

City or Metro size Dhaka

Demographic Segmentation

Gender Male, Female

Age 15-30

Occupation For all the college and university students, service holders,

businessman, sports person and media artist.

Psychographic Segmentation

Social Class Middle class to Upper class people.

Lifestyle Achievers and experiences.

Personality Youthful, hard working and individualistic……………………..

Behavioral Segmentation

Occasions Outdoor situations

Benefits Quality, Taste & Economy.

Consumer Status Non consumer, potential consumer, regular consumer.

Readiness Unaware, Intending to buy, interested.

3. Corporate Strategy

3.1 Corporate Image Strategy

NEXT Food & Beverage Co. LTD.

Mother company Next Food and Beverage Co. Limited is committed to produce high standards

of consumer-food products for consumers worldwide, as well as establishing world-class brands,

With products all across the globe, we are a company that focuses on society. From the export

industry to the consumer market they are making a change by creating opportunities while

remaining focused on the people of the country.

Next food and beverage co. limited started their journey late 1993 on the ground of Ulsan, South

Korea. Now they placed a manufacturing factory in our country at Comilla EPZ inspired by the

motivation of enriching the country's poor health and hygienic sector. Our supreme goal is to

make our people healthy and hygienic.

Objective

Our journey to create a positive impact on local and global consumers through our brands,

commercial operations and relationships, voluntary contributions, CSR in which we engage with

society.

Mission

With an aim to increase consumer satisfaction and total market coverage we diversified our

distribution channel throughout the country. Our market and distribution set up works with a

view to close with a maximum number of retailers who are near to consumers.

Vision

What drives us is our love for our country. Our primary focus has always been to help the

country of Bangladesh. By increasing the amount of exports, we can bring in more revenue for

the country thus improving our economy. This in turn will create jobs for our people.

3.2 Brand Development Strategy

Flanker Brand

“Smart Water” is a flanker brand for Next Food and Beverage Limited as they are developing a

new brand in their existing category of products in Peoples Republics of Bangladesh.

Name Selection

With the flow of civilization we are observing that people are changing their consumption style

towards “smart product”. Different brands have already used the word smart for building new

perceptions about their new products renovation. That’s why we have tried to select our brand

name “SMART WATER” with the same strategy.

Logo

A logo also has some desirable qualities that it can represent the product. Our logo is

Recognizable to the target customer as it can represent the actual product. We have developed

our logo in such a Distinctive way that it cannot go with other company’s logo. A logo should

signify products attributes, benefits, values and qualities. For “Smart Water” we have designed

the logo with a combination of image and text, where we have used our musket as image and our

brand name itself as text. In the logo we have designed a water drop as a happy musket that

showing its thumb which ensuring the commitment and the quality of the “Smart Water”.

Color

We are showing the color sky blue as represented of youth, freshness, and joyfulness. The total

structure of logo indicates our target customers’ happy face after using our products.

Slogan

“hydration in every occasion…” This slogan is chosen to show that “Smart Water” helps to

overcome dehydration with the help of various vitamins in an every situation where a person can

be dehydrated in weather conditions like Bangladesh.

3.3 Brand Positioning

A single positioning statement that can describe our brand best is “mineral water with added

vitamins”. Where

“Mineral Water” Like most of the drinkable waters we are also offering mineral water but with

the word “added vitamins” we are distinguishing our water from them.

3.4 Distribution Strategy

For distributing “Smart Water” NEXT food and Beverage should use own distributor to deliver

the products directly to the retailers.

In the initial stage, Next food and beverage will follow their own distributor for

distributing “Smart Water” but in future when the demand for the “Smart Water” will increase

and the territory will expand in that case Next food and beverage will follow -

In the beginning stage our distribution territory is only Dhaka City.

Retailer ConsumerManufacturer

Manufacturer Retailer Consumer Wholesaler

3.5 Public Relation Strategy

Public relation will create, change or reinforce perceptions as needed, then alter behaviors in the

customer's direction. Next Food and Beverage Limited can take public relation strategy for

“Smart Water” as follows:-

Press Conference: Next Food and Beverage Limited can call for a press conference at

Pan Pacific Shonargan Hotel or Bangobondhu Conference Center to let people know about the

lunch of “Smart Water” by the Brand Ambassadors.

Sponsorship: Next Food and Beverage Limited can sponsor different event especially

attended by young generation.

Free Sampling: Free sampling of the smart water can be done initially through

campaigns. Also we can give some samples through BRAC, ASA etc in the urban areas schools

mostly in summer seasons.

Public relation will create awareness about the product and will motivate the potential consumers

to buy the product.

4.0 Integrated Marketing Communication Management

The “Smart Water” is a newly launched product and our ultimate objective is to create brand

loyalty. But as we are in the beginning stage of business, our primary goal is to create brand

awareness. We will create brand awareness through media ads, prints media, billboards,

campaigning. “Smart Water” is the First vitamin added mineral water introduce in Bangladesh it

has high opportunity of growth.

4.1 IMC Objectives

Like all other products the goal of the “Smart Water” is to earn profits. Company set IMC

objectives in 3 stages (to consumers, to business to business and to its distributor) to achieve this

overall goals. But in our report we are considering the IMC objective only for the end users.

Objective to Consumer

• Create brand awareness of “Smart Water” among target customers.

• Informing about the Ingredients and Benefits of “Smart Water”.

• Encourage customers for trying the product.

4.2 IMC Budget

(Data collected from Bench Mark Ad. Agency)

MediaMedia Name

ItemsCampaign Period

Details Cost

 

Radio

Radio Commercial Spot

Daily RDC Spot in Radio Foorti, Radio Amar, Radio Today- 6 Months

RDC, Branded Program/Week

6,800,000

Branded Program Branded Program - 30 Minute

 

Print Media

Newspapers

Pre Insertion (8 Col X 8 Inch)

Sports Page (Mainly) 6 Months 12 Insertions9,700,000

MagazinesFor Magazines, Middle and Last full page, 4 color, every month 6 Months 8 Insertions

541,250

BillboardsAt Avg. 15'/30 in 10 locations all over the City 6 Months 10 installations

409,000

 

TV Commercia

lDifferent Spots Average 50-85 seconds

12 Months 200 Spots

35,000,000

 

Transit Advertising

Bus Companies 40 buses 6 Months 10 installations 840,000

 

Total Annual Budget for Media and Communications 53,290

,318

4.3 Agency selection:We have chosen to market product “Smart Water” with the help of “Gray International”. This

advertising agency has become very well known by supporting many multinational and local

firms to promote their brands by designing promotional tools for them. This agency is consisting

of a full team of market researchers, media buyers, and creative professionals.

We believe that, though charging high price for their services, they are going to create values for

creating new and retaining old customers ensuring satisfactory flow of profit.

“Gray International” will provided us with-

TVC

On Air radio advertisements

News Paper ad

Bill Boards

Banners/ festoons designs

Posters designs

Leaflet designs

4.4 Internet Website:At present we have a separate URL in the official website of our mother company, “Next Food &

Beverage” (hypothetical). We have a plan to develop a separate website for “SMART WATER”. Our

selected ad agency “Gray International” has ensured us for giving full support for developing that

webpage and registration for separate domain. The probable name of our website is

www.smartwaterBD.com which address is currently not present in the WWW.

In that website we will be focusing on our products features and distinguished benefits from all other

competitors. We will also provide opportunity to the consumer to give their feedback and comments

through that page. The main objective of developing web site is to provide sufficient information about

the product ingridients, production process, benefits of consuming our products, employees, CSR

activities, our supply chain and so on. We will also upload photos and news release about our

promotional campaigns regularly.

We have a plan to give links to free downloadable music, movies, games, mobile applications and

wallpapers for visitors. As our major group target consumers are young people, we believe they will be

much attracted to the web page for these features. It will be updated on regular basis for providing

information to the consumers and all other stakeholders.

We are also going to create fan pages in well known social networks like Facebook, Twitter,

MySpace, Hi5 etc.

5.0 INTEGRTED MARKETING COMMUNICATION OBJECTIVE (CONSUMER)5.1 Budget

Media Media Name Items Campaign Period

Details Cost

Place Ads. Wall Poster 6Months 10000/Month 240,000.00

TVC NTV Fixed Posion 1year 90Min/Month 21,600,000.00

Independent Fixed Posion 1year 90Min/Month 23,567,000.00Ekushe TV Fixed Posion 1year 90Min/Month 18,056,000.00Desh TV Fixed Posion 1year 90Min/Month 16,593,000.00

ATN News Fixed Posion 1year 90Min/Month 17,570,000.00Channel -i Fixed Posion 1year 90Min/Month 27,056,000.00

Total 138,892,000.00

Radio Radio Foorti Branded Program - 40 Minute

1Year 40min/Week 2,250,000.00

Radio Today Branded Program - 40 Minute

1Year 40min/Week 2,240,000.00

Radio Amar Branded Program - 40 Minute

1Year 40min/Week 2,165,000.00

Total 6,655,000.00

Print Media Prothom Alo Pree Insertion (48 Col X Inch) 3rd Page

1year 36 Insertions 3,600,000.00

The Daily Star Pree Insertion (6 Col X 4 Inch) Inner Page

1year 50 Insertions 2,500,000.00

Kaler Kontho Pree Insertion (48 Col X Inch) 3rd Page

1year 36 Insertions 1,800,000.00

Jugantor Pree Insertion (48 Col X Inch) 3rd Page

1year 36 Insertions 1,980,000.00

Total 9,880,000.00

Transport Falgun Full Body 3 side 1year 15 insertion 280,000.00

Advertisement Tarongo Full Body 3 side 1year 15 Insertion 230,000.00Bengal Full Body 3 side 1year 15 Insertion 235,000.00

Mega City Full Body 3 side 1year 15 Insertion 250,000.00Total 995,000.00

Billboard 15 Installation 1year 15 Installation 3,500,000.00

Shelf Talker 20 Insertion 1year 720,000.00

Total 160,642,040.00

5.2 Integrated marketing Communication Methodologies

“Smart Water” is coming for the first time in the market of Bangladesh. So it is important to let

all the potential consumers to know about the brand itself. To reach the target audience the

company will use all the approaches of communication together. All kinds of promotional tools

like television advertisement, radio advertisement, banner advertisement and print

advertisement will be used. All the advertisements in the initial period will be given to create

awareness and consumers and free sampling of the product will be followed by these

advertisements.

5.2.1 Advertising

5.2.1.1 ADVERTISING GOALS AND BUDGET

As “Smart Water” is a newly launched product, we have to choose our media advertisement wisely

and carefully.

Goal

Advertising has long been viewed as a method of mass promotion of a single message to

reach a large number of people. There is always a specific goal behind every advertisement.

Advertising goal is a particular communication task to be accomplished with a specific target

audience in a given period of time. The primary advertising goal for “Smart Water” is to creating

awareness and informing about the ingredients and benefits of “Smart Water” to the potential

customers living in Dhaka within 6 months.

Budget

5.2.1.2 CREATIVE BRIEF

Our target market is almost every group of people, as pickle is a common product.Now a days

many peope are health concious and pickle is a kind of heavy food as it contains lots of oil.Many

elderly people normally age group of 30-40 have problems of high blood pressure, high

cholesterol,caughing problems. Garlic is the medecin of all this problems.So atsara pickle serve

health benefit with taste.We also use olive oil than any other oil.

Although there are many brands which has mango pickle. Bt we are providing the service of

health to live a comfortable life.

Objective:

Creating brand awareness among target customers and informing about the ingredients and benefits of “Smart Water”

Profile of Target Customer

Only young males who live in urban area are the target customers of “Smart Water”. Especially who need to stay outside of home and want to overcome dehydration instantly. They belong to middle class and upper class part of society. But when they are paying to buy a drink, they not only want satisfaction to thrust but also some other benefits like taste or health (can be combination of both).

Demographic:

age group: 15 – 30 Gender: males Family life cycle: Teenager – married people Occupation: Students, service holders, business people and sports persons Social Class: Middle class to Upper class

Geographic Area: Urban, Metropolitan area (Dhaka)

Message Theme

To more emphasis on the main feature of “Smart Water” that it is a drinkable mineral water with added vitamins.

Supporting Source

“Smart Water” will be launched under “Next Food & Beverage”. So this product has to have consistency with corporate image of the mother company. “Next Food & Beverage” is South Korean reputed company and they are producing same kind of products in their country successfully. So, it is assumed that people will have credibility about quality and benefits of the product “Smart Water” as people of Bangladesh likes to believe foreign goods/services are always better than local one’s.

Product Benefit

“Smart Water” helps to overcome dehydration instantly.

Leverage Point

Drinkable bottled mineral water is widely available in our country but for the first time we are going to launch mineral water with added vitamins. So, the product itself is the leverage point. Again its features can be worked as leverage points, as helpful to overcome dehydration and giving energy, without any harmful flavors or chemicals.

5.2.1.3 ADVERTISING DESIGN:

Message strategy:

Preemptive & USP strategy:

Advertising Strategy

Message Strategy

Ad AppealsExecutional Framework

Media Selection

Preemptive messages claim superiority based on a products attribute or benefit. Smart Water” has

added vitamins as a drinkable mineral water.We are the first one to claim this feature and this is

unique for us in Bangladesh still now.

Message Appeal:

Advertisement appeal is based on the analysis of creative brief, the objective of the advertisement,

and the means used in the advertisement

Rational Appeal:

Humor Appeal:

Advertising Strategy:

Informing

Aware:

5.2.2Consumer Promotion

5.2.2.1 Budget Allocation: We have allocated our IMC budget as followed (based on promotional

campaign for promoting “Smart Water” in EWU premises):

ITEMS AMOUNT(TK)Teaser 4000

Final Poster 4000

PVC Banner 7800

Product Sample 2000

Campaign Decoration 2000

Game Show 1000

Leaflet and Sticker 1200

Total 22000

5.2.2.2 Consumer Promotion Selection:

We are planning to go for consumer promotions in university campus, college campus, hangout

places for young people (ex: Dhanmondi Lake, Baily Road), shopping malls where our target

audience are target customers for them also, Gyms , Billiard centers, swimming pools and all

other places where we can expect presence of our target group of consumers.

In initial period of campaign, whatever we arrange for consumer promotion, will be focusing on

creating awareness about the product and letting people to know about its features. For

helping us to accomplish these objectives, we may arrange game shows, give away free gifts,

invite celebrities (consistent with our product image) and other traditional practices used in

consumer promotions. Moreover, we have plan for giving free samples to encourage

consumers to at least start trying our “Smart Water”.

5.2.2.3 Sample Consumer Promotion:

As a sample consumer promotion, we have arranged a promotional campaign for “Smart Water” in EWU

campus area. With the help of posters and Banners we have tried to grab attention of the students and

teachers throughout a week. After that on the day of campaign we have arranged game shows, given

gifts and informed them about ingredients and benefits of the product. We have also distributed free

samples of “Smart Water” to the EWU students as a promotional offer.

Photos of our sample consumer promotion are given below:

3.2.3 Personal Selling:

As “Smart Water” is a low involvement product it will not be a wise decision to go for personal

selling. But in initial period of business function, we have plan for appointing some agents in

general shops nearby university, college and office areas. Some agents will be there in super

shops in prominent areas (ex: Baily Road, Dhanmondi, Uttara Model Town). Especially, during

and after our promotional campaigns in different areas they will convince the customers to try

“Smart Water” instead of buying any other drink.

But our optimum weapon will be motivated shopkeepers in retail shops. We have an ultimate

commission based plan for then wholesalers and dealers/agents of “Smart Water”. They will be

influenced to motivate the retailers to talk about the feature and benefit of the product. The

same chain will be maintained by the retailers to the customers. So there will be a chain of

positive word of mouth which will works as personal selling.

5.2.4 Sponsorship Programs“Smart Water” is a new brand so sponsorship program at initial business function may not be

cost effective for us. But as the brand “Smart Water” has the corporate leverage of “Next Food

& Beverage”, the mother company can go for sponsorship of many programs and event.

In Future, for “Smart Water” as a part of our brand promotion, we have plan for taking few

initiatives like sponsorship of several sports and music events, as well as exhibitions.

Sponsorship for rock concerts, photography exhibitions, education fair, IT fair and events

where major group of attendance belongs to young generation can be helpful for building

a stronger brand image to our target customers.

5.2.5 Database Programs

Database Program is a program to keep track of the company’s customers. This program keeps

record of customers name and other necessary information regarding the customers’ personal

choice or preference of buying. As Smart Water is a low involvement product and it is bought by

the mass people from indirect source of distribution so it is not practical for the Next Food and

Beverage Limited to keep track of the all customers of Smart Water by their personal

information. But the company can surely keep track of the buyers who buy in bulk from them to

resell. For example the retail outlets like Nandan, Agora, Shapno and other retailers. Next Food

and Beverage should follow up their relationship with those retailers by sending direct mail, gift

or greetings on special occasions. The sale amounts to the end customers is dependent the sales

to those retailers in a great extend.

But in the time of campaign in different place we can get/collect the data of young

generation and keep in touch by sending recent updates.

Up next what we will do? The Next Food and Beverage will collect the mobile numbers

of young generation from all the Mobile Phone Company with a certain criteria. Like

REGISTERED SIM

Age: 18-30

Average Monthly Use: Tk.3500 Above

Then our MIS department will send our product features and benefits information to those

numbers.

5.2.5.1 Data Warehouse

Data Warehouse means keeping the information of competitors. That means keeping the

information of those customers who are not currently using the competitor’s product but have the

potentiality to switch brand. Company should have their all information about the buying

behavior of those customers to influence them to switch on their product. Next Food and

Beverage Limited should also keep the information of the retailers who are the loyal resellers of

“Smart Water competitors’ product.

5.2.5.2 Direct Marketing

The database program will be developed with the purpose of sending direct mail and SMS to target

customers. Direct mail and SMS will help the firm to provide current clients with latest information

regarding special offers or discounts and to send them greetings on special occasions.

5.3 Media Plan

Target Audience Selection

From young generation to the middle aged males and females whose family income around or

above taka 20000 monthly are the target audience of “Smart Water”, especially those people

who stay outside of the home for a long time and want to stay out of dehydration as well

conscious about health condition.

Media Objective Specification

When comparing the cost and effectiveness of various advertising media, consider the following

factors-

Reach: Expressed as a percentage, reach is the number of individuals (or homes) wants

to expose their product through specific media scheduled over a given period of time to

the target markets.

Frequency: Using specific media, how many times, on average, should the individuals in

target audience will be exposed to our advertising message. It takes an average of three or

more exposures to an advertising message before consumers take action.

Cost per thousand: To determine how much it will cost to reach a thousand of

prospective customers, a method used in comparing print media, is called Cost Per

Thousand Method. To determine a publication's cost per thousand, also known as CPM,

divide the cost of the advertising by the publication's circulation in thousands.

Cost per point: It means how much it will cost to buy one rating point for your target

audience, a method used in comparing broadcast media. One rating point equals 1 percent

of your target audience. If we divide the cost of the schedule being considered by the

number of rating points it delivers.

Impact: It is the medium in question offer full opportunities for appealing to the

appropriate senses, such as sight and hearing, in its graphic design and production

quality.

Reach and frequency are important aspects of an advertising plan and are used to analyze

alternative advertising schedules to determine which produce the best results relative to the

media plan's objectives.

Advertisers’ main objective is to create awareness about the product and its benefits to the target

audience. So initially they should try to expose this product and advertiser’s message to reach the

maximum target audiences during a specific time period at least once. That means in initial stage

we are more focused on reach. We have set a specific goal to achieve our desired percentage of

reach.

Reach Frequency

EmphasisFrequency

EmphasisReach

(Smart Water)

Balanced

Awareness/Attention

Interest Attitude/Desire

Reach Goal: Reach 80% of target audiences’ at least 3 times within 1 month.

When initial target will be achieved advertiser should give more emphasis to increase the number

of exposure of the advertisement to the target audience that they can feel interest about the

product. That time Advertisers should bring balance between frequency and reach.

Media and Vehicle Selection

To achieve the advertising goal and objective we select radio, print and television media as well.

Radio

Now a days in our country many radio station considered as very powerful entertainment source.

This is not only applicable for young generation but also for middle aged people. So it can easily

cover the target audience. We have selected 3 most popular radio stations among all.

Radio Foorti

Radio Today

Radio Amar

Print Media

To reach the maximum target audience we will give advertisement to various print media. Such

as-

News paper: We will give ad in 5 newspapers which are most popular news papers

in our country. Those are Daily Ittefaq, Prothom alo, Amader Shomoy, Kaler

kontho and Daily Star.

Billboard: We will place 10 billboards in popular places (where young people

gathers) of Dhaka City initially. Later we will increase the number of billboards.

Magazine: We also give ads in Prothom Alo’s magazine and Magazins of Daily

Star. Other then these we will give ads on different types of sports type magazines.

Some newspaper publishes some special pages as magazine in everyweek. Like

Campus, Nokkhotro, Thatta of Ittefaq. Naksha of Prothom Alo.

Banner: We designed two banners which will be placed in such places where target

customers can easily see the banner.

Poster: We also give poster ads to inform and create awareness among the target

customers about the product. Poster ads will be given in maximum retail stores,

departmental stores.

Television

Now a days to create awareness about the product among the target audience television is the

most powerful and popular media. Advertisement of “Smart Water” will be aired in 10 TV

channels. These 10 TV channels have chosen based on their popularity. We found some data

regarding Market Reach of different TV channels in Bangladesh, from a research company,

which depicts that ATN Bangla and NTV are nowadays holding top position followed by

Channel-I and ETV.

Islamic TV

Diganta

ATN News

My TV

Rtv

Boishakhi

Desh TV

BTV

ETV

Channel i

Banglavision

Ntv

ATN Bangla

1%

1%

2%

1%

2%

1%

2%

2%

3%

3%

2%

3%

3%

Share(%)reach

Among these TV channels we have chosen 10 channels.

In Addition to-

Transit Advertising

To create more awareness about our product Smart Water we will advertise on the transit.

Initially we will choose public buses runs inside the city. We will select the following bus

services: (approximately)

Bangol Transport Service

Ekushey Bus

My Line

Winner Bus Service

Tarongo Service

Sakolpo

Advertising Media scheduling

Scheduling refers to the pattern of advertising timing, represented as plots on a yearly flowchart. These

pots indicate the pattern of scheduled times advertising must appear to coincide with favorable selling

periods. The classic scheduling models are Continuity, Flighting and Pulsing.

Continuity

This model is primarily for non-seasonal products, yet sometimes for seasonal products. Advertising runs

steadily with little variation over the campaign period.

There may be short gaps at regular intervals and also long gaps—for instance, one ad every week for 52

weeks, and then a pause. This pattern of advertising is prevalent in service and packaged goods that

require continuous reinforcement on the audience for top of mind recollection at point of purchase.

Advantages

Works as a reminder

Covers the entire purchase cycle

Cost efficiencies in the form of large media discounts

Positioning advantages within media

Program or plan that identifies the media channels used in an advertising campaign, and

specifies insertion or broadcast dates, positions, and duration of the messages.

Flighting

In media scheduling for seasonal product categories, flighting involves intermittent and irregular periods

of advertising, alternating with shorter periods of no advertising at all.

Advantages

Advertisers buy heavier weight than competitors for a relatively shorter period of time

Little waste, since advertising concentrates on the best purchasing cycle period

Series of commercials appear as a unified campaign on different media vehicles

Pulsing

Pulsing combines Flighting and Continuous scheduling by using a low advertising level all over the year

round and heavy advertising during peak selling period. Product categories that are sold year round but

experience a surge in sales at intermittent periods are good candidates for pulsing.

In case of “Smart Water” we will be using Pulsing method. On summer time to Rainy Season we will

increase our frequency for reaching to the target audience as on those seasons we have seen more dirty

sneakers which is hassle for the target customers. In the below diagram we tried to illustrate the idea that

we will increase the frequency of advertisement in between April to October as there is rainy season and

very hot season of summer where people normally make their shoes dirty.

April October

Advantages:

Covers different market situations

Advantages of both continuity and flighting possible

Media Buying

Most of the tools of media have a sort of package and we tried to grab that one. However to set an

effective Reach and Frequency we will work on the continuity method

Radio

Radio Stations

Program Number of Ads

Time frame Cost for Single Ad Per

Day (approximate)

Total cost

Radio Foorti (98.4 FM)

Fixed position for any

program

5 times per day

30 seconds 6000 30000

Radio Today(89.6

FM)

Fixed position for any

program

5 times per day

30 seconds 5500 27500

Radio Aamar (88.4 FM)

Fixed position for any

program

5 times per day

30 seconds 4500 22500

Per day advertising expense will be 80000 and the expense monthly will be 2400000 and annually the expense will be approximately 2.88 crore.

Print Media

News paper: We will cover almost half page when “Smart Water” will be exposed for the

first time in newspaper. 2 ads will be given sequentially in newspapers. In this case we will

give ad in Middle page in 5 selected newspapers.

Newspaper

No. of Ad

(per month)

Size (more/less)

Page

Cost for single

Advertisement per inch

total cost

(per month)

Ittefaq

3 8 inch/column Sports Page

7600 440000

Prothom Alo 7500 400000

Amader Shomoy 3700 200000

Daily Star 6000 320000

Kaler Kontho 6700 280000

Total 16,40000

Monthly the advertising cost will be 16.4 lacs and annually advertising cost in newspaper will be 1.97

crore

Magazine: In magazine 1 pages ad will be folded in one page to grape the attention of the

target customers. This ad will be placed in the middle of the magazine.

Billboards

No of Billboards

Locations

Avg. Cost Per Billboard

(for 6 month) per sft in TK

Billboard Size

TOTAL COST

(per month)

1 Gulshan 1 main road, Dhaka 600 15”/30” 270000

3Dhanmondi road no 27, Zigatola (Rifles Square),

Dhaka550 10”/20” 330000

1 Mohakhali Fly over 575 15”/30” 213750

1 Mouchack More 200 30”/50” 300000

Total 11,13,750

In total to place billboards on the above locations initially, it will cost 11.13lac per six months and

annually BDT 22.27 lac.

Poster: We have designed 2 sequential concepts for poster ads. First posters was arise

question and 2nd one will give answer of those questions. Initially we will stick posters to

rural areas where there is potential market for “Smart Water”

Television Media

TVC

Channel Program Position TimeDuration

(Sec)Cost

Total Spots per

month

Amount

ATN Bangla

Newsbefore sports

news7:00 PM 60 10000 2 20000

Serial DramaMiddle of the

Program8:35 PM 60 9000 2 18000

Channel-I

ProgramBefore

Program9:00 PM 60 14,000 1 14000

Newsbefore sports

news7:00 PM 60 16000 1 16000

NTV

ProgramBefore

Program9:30 PM 60 20000 1 20000

Newsbefore sports

news7:30 PM 60 14000 1 14000

BTVProgram

before program

8:30 PM 60 15000 1 15000

RTV Peak Time (Package) 60 659000 90 659000

Desh Tv Peak Time (Package) 60 260000 75 260000

ATN NEWS

Peak Time (Package) 60 425000 135 425000

Total 297 14,61,000

It can be planned for the new brands TVC for per month basis and we can look for different peak hour

packages. In this plan monthly we need TK. 14,61,000 and annually estimated budget for Television

Commercials is over TK. 175,32,000

Transit Advertising

Name of Bus Quantity Cost (per bus) Total Cost

Bangol Transport 5 6000 30000

Ekushey Bus 5 8000 40000

My Line 5 4500 22500

Sakolpo 5 5500 27500

Total 120,000

In total it will cost 1 lac 20 thousand and annually BDT 14.4 lac.

Evaluation

IMC planning of “Smart Water” should be evaluated accordingly to find out the weakness of the plan.

And the plan may need to change or reschedule according to the need of target customer or competition.

IMC plan for a product could not be fixed for ever so there may be change according to the necessity.

Conclusion

The process of acquiring new business prospects has never been more demanding and competitive like

now. In business-to-consumer marketing, relationship marketing through event-sponsorship has become

the most effective approach for staying competitive in this century. Successful business managers

recognize that a strong, targeted event offering relationship building can deliver not only long-term

positioning but also immediate short-term sales.

This IMC Plan & Campaign is not just about putting a company’s name and logo in front of the target

market; it is about building relationships with the potential customers for those people WHO ARE VERY

MUCH HEALTH, BODY FITNESS AND HYDRATION CONCERN.

Reference:

a. Marketing Safe water systems, URS HEIERLI- Swiss,Agency for Development and Cooperation in Bangladesh and India, September 2008 http://www.poverty.ch/documents/Safewater.pdf)

b. Add Agency : http://www.tbwabenchmark.com/

c. Willingness to pay for arsenic free water in Bangladesh, Junaid Ahmed et.al Water and sanitation

program south Asia 2013

(http://www.wsp.org/sites/wsp.org/files/publications/36200792328_saarsenicfree.pdf)

d. An Analysis on the Consumer Insights in the Bottled Water Market in Bangladesh,

Anwar Sadat Shimul North South University, Ummee Kulsum Premier University, Mohammed

Abu Jahed, University of Chittagong - Department of Management StudiesDecember 1, 2013

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2477970

http://en.wikipedia.org/wiki/Media_planning

www.wikipedia.org

www.smartwater.org

www.nszmussakive_blog.com

Reference: (Personnel)

Mr. Amir Hossain

Corporate Consultant PQM. Japan

Dr. Mohd. Robiul Ahad

Clinical Pharmacist. Canada

Appendix