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From the perspective of Bangladesh we have known that the Sneaker cleaner, snicker cleaners or the converse cleaners are not available from other company, Chemtrek is the first as a company that is introducing the snicker cleaner for our target market. That’s why we are not going to face any kind of direct competition from the market. But we have some indirect competitors in the market regarding snicker cleaning. In our country we have detergent or soup for cleaning these items. So indirectly we have to handle those competitors and establish a new product for snickers cleaning. So we are now trying to get a competitive path for our product to be established. We have known previously that there is no any direct competition for this particular product that is snicker cleaner, so we have the opportunity to take a significant place for our product. If we can synchronize our all of the proposed IMC plan, then. When we are saying about the snicker or converse then it is saying itself about its target market. Now a day’s snickers or converse are used by the young generation. Mainly we have targeted the students of the colleges and universities as our target customers. In this plan we will try to cover all the communication tools for marketing or promoting the particular product “Kelly’s Sneaker Cleaner”.
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“Kelly’s Sneaker Cleaner”
ForMd Anamul Hoque Rubai
EXECUTIVE SUMMARY
In this plan we will try to cover all the communication tools for marketing or promoting the particular product “Kelly’s Sneaker Cleaner”.
Company Profile
• Chemtrek Industries Bangladesh LTD.• Objective• Mission• Vision
Introduction
• Objectives• Scope• Limitations• Methodology
Launching “Kelly’s Sneaker Cleaner” under Chemtrek
• Choosing Sneaker cleaner• Reasons for Choosing Chemtrek to launch this
product
Marketing Mix for “Kelly’s Sneaker Cleaner”
Competitive Analysis
Opportunity Analysis
• 1. “Kelly’s Sneaker Cleaner” is the first ever produced sneaker / converse cleaning product in Bangladesh. This message will definitely bring a positive impression on the mind of consumer.
• • 2. “Kelly’s Sneaker Cleaner” has the opportunity to effectively reach in the
mind of target customer as it will introduce the new solution of getting instant cleanliness. No other shoe / converse / sneaker cleaner have claimed about that benefit (Instant Cleanliness) before “Kelly’s Sneaker Cleaner”.
• • 3. The “Kelly’s Sneaker Cleaner” has the opportunity to establish its brand
name under the corporate image of Chemtrek Industries Bangladesh Ltd.• • 4. Large scale advertising will provide “Kelly’s Sneaker Cleaner” a
competitive edge over its direct or indirect competitors.
Target Market Analysis
Findings & Survey Outcomes
Findings & Survey Outcomes
Findings & Survey Outcomes
People normally clean their sneaker weekly and monthly. If we relate from previous than we can say, due to hassle for washing the sneaker with soap or detergent they do not bother about cleaning the sneakers every day.
Corporate Strategies
• The Role of Corporate Image• Tangible elements
Communication Tools
• Advertising• Sales Promotion• Public Relations• Direct Marketing• Corporate Name• Logo
Communication Tools
• Package
• Label
Communication Tools
• Intangible elements– Corporate policies– Ideas and beliefs– Culture of the country– Media reports
Brand Development Strategy
Brand Development Strategy
• Brand positioning
• Brand positioning for “Kelly’s Sneaker Cleaner”
‘Instant’ This word conveys the strongest level that means it try to portray the beliefs and values. Because instant clean means within few seconds it can clean off the dirt and brings a new look.
‘Clean’ This word try to convey the medium level. Because this word associating it’s name with a desirable benefit. Here the name clean itself portrays the benefit.
Brand name and logo selection
• Name selection• Logo selection• Brand Sponsoring
Brand development strategy
Pricing strategy of “Kelly’s Sneaker Cleaner”
• Market skimming pricing
• 200 BDT per Bottle
Brand Positioning Strategy
• Distribution Strategy• Public Relation Strategy
Integrated Marketing Communications Management
IMC Objectives
Like all products the goal of the “Kelly’s Sneaker Cleaner” is to increase 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
Agency Selection
All of the advertising tools that are being used for our IMC plan is created by the most promising advertising agency named “Creative BIN”. They have provided us
• TVC• On Air advertisements• News Paper• Bill Boards• Banners/ festoons • posters• Stickers
Integrated Marketing Communication Methodologies
• Advertising– 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 advertising goal for “Kelly’s Sneaker Cleaner” primarily is to creating awareness among the potential customers. After establishing the brand in the market there will be goals like becoming the market leader
Creative Brief
• Profile of Target Customer• Geographic Area• Message Theme• Supporting Source• Product Benefit• Leverage Point
Consumer Promotion
• Consumer Promotion Selection– Trade Promotion Selection
• Sample Consumer Promotion – Personal Selling– Sponsorship Programs
Database ProgramsData WarehouseDirect Marketing
Media Plan
• Target Audience Selection• Media Objective Specification– Reach– Frequency– Cost per thousand– Cost per point– Impact
Media Plan
Media and Vehicle Selection
• Radio• Print Media– News paper– Billboard– Magazine
Media and Vehicle Selection
– Banner
Media and Vehicle Selection
– Poster
Media and Vehicle Selection
– Television• ATN Bangla• NTV• BTV• RTV• Channel-i• Desh TV• ATN News
Media and Vehicle Selection
• Transit Advertising• Volvo Bus• Ekushey Bus• My Line • Winner Bus Service
Advertising Media scheduling
• Continuity• Flighting • Pulsing
Pulsing“Kellys Sneaker Cleaner” 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.
Media Buying
• Radio– Per day advertising expense will be 55000 and the expense monthly
will be 1650000 and annually the expense will be approximately 1.98 crore
Media Buying
• News paper– We will cover almost half page when “Kelly’s Sneaker Cleaner” will be exposed
for the first time in newspaper. 3 ads will be given sequentially in newspapers. In this case we will give ad in 1st page in 5 selected newspapers Monthly the advertising cost will be 16.4 lacs and annually advertising cost in newspaper will be 1.97 crore
Media Buying
• Billboards– In total to place billboards on the above locations initially, it will cost
15.5lac per six months and annually BDT 30.9 lac.
Media Buying
• Television Media
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 1007000 and annually estimated budget for Television Commercials is over 12 crore
Media Buying• TVC
Media Buying
• Transit Advertising
IMC Budget
Conclusion
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 the Sneaker Cleaner
