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Fantasy Ads.

Objective:
To complete the integrated marketing communication (IMC) as a perfect
promotional effort for the brand “RADHUNI”.

Scope of the Report:


In this report, we were told to create a promotional campaign for a specific brand.
Besides, in this report we tried to create an IMC campaign. Through this we can
easily identify how we can plan an effective IMC campaign for the brand
RADHUNI.

Methodology:
The methods used for gathering information are the 'Study Approach'. In gathering
information we didn't depend on any one particular method. The tools we mainly
used to gather information are:
 Interview
 Checklist
 Secondary Data

LIMITATION:
We tried heart and soul to finish the whole IMC campaign. But there may have
some mistakes because of time shortage and lack of our caliber. While preparing
this report, the prime limitation we faced is the limitation of knowledge. When we
went to the organization, we found many things, which did not match with what we
have studied in our text. So we were confused many times to deal with that
information.

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Fantasy Ads.

Executive Summary:
RADHUNI is a brand of SQUARE CONSUMER PRODUCTS LTD. This brand is
specially targeted to the educated, urban housewives. These housewives are
targeted because they are the main decision makers of purchasing of spice
powder in the family. It is high standard quality powder spice. Moreover, it is
recommended by Bangladesh Standard and Testing Institute (BSTI).This report
will describe on the target market of the product, mission of the advertisement,
advertisement objective, competition, life cycle of the product, media used for the
advertisement and message of the advertisement.

ABOUT US:
We have formed a group of five members and we have selected the name of our
group “FANTASY ADS”. This means something of dream and desire. Through our
effective promotion we will assure our clients that their dream will come true and
they will have their desired things from us.

IDENTIFICATION OF BRAND:

We have chosen the brand RADHUNI which is a brand of SQUARE Consumer


Products Ltd. And this brand has a wide variety of products. These are –
RADHUNI powdered spice, RADHUNI Kheer Mix, RADHUNI Halim Mix, RADHUNI
Meat Curry Mix, RADHUNI Kabab Masala, RADHUNI Fish Curry Masala,
RADHUNI Chatpati Masala and so on. All these products have already become
very popular in the market.

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Fantasy Ads.

Company Profile:
RADHUNI’s mind share, heart share, and market share are in the highest position
in its industry. ”RADHUNI” has successfully made awareness build up. Almost
everyone mentioned the name of “RADHUNI” when they are asked to name a
brand of this kind. “RADHUNI” has just finished its introduction stage in the product
life cycle (PLC) and it is now at the beginning of the growth stage in PLC.

RADHUNI

As RADHUNI is leader in the market, it has a high growth rate and its relative
market share is also high. We can have a look on the table where our brand
stands.

RADHUNI

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Fantasy Ads.

About the buying habit of consumers those who buy ‘powdered spice’ they usually
tend to buy “RADHUNI” with a few exceptions. Though people usually buy
“RADHUNI” the exception happens due to unavailability of the products in the
shop. Few retailers, who keep other brands, try to influence its customers to buy
that whatever they have in their shops. “RADHUNI” has acquired a strong position
in the market, its market share currently reached to 55%. “RADHUNI” is the market
leader in its industry.
We can see the approximate market share from the pie chart given below;

RADUNI
4% 1% 3% TIGER
9%
ARKU
10%
FRESH
BD
55%
10% PRAN
8% TATA
OTHERS

“RADHUNI” is leading the market with a variety of products. “RADHUNI” has


almost every items of cooking starting from turmeric powder to spicy mixed powder
for meat, fish, chotpoty, halim, kheer, and even pachforon.

Though the market has already got some competitors, “RADHUNI” is doing quite
fine in the market. This has been possible through its strong reputation for quality
and trust. But the situation has challenged the new entrants while the existing firms
are having hardship to increase or grab market share.
Many companies are not getting the market share because of their poor
distribution coverage, advertising, sales promotion and so on.
Competitors pricing are relatively low compare to “RADHUNI”.

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Fantasy Ads.

SWOT Analysis:

Strengths

 “RADHUNI” has a strong team for Research and Development. The


members consistently seek opportunities to find the new demands and meet
them by launching new products.

 “RADHUNI” has a strong financial condition and support from its parent
company.

 “RADHUNI” has achieved a strong brand image. It has selected a good


relevant brand name for its products whereas other firms suffering from it.

 “RADHUNI” talks quality and gives quality to its customers.

 “RADHUNI” has updated manufacturing plant with the capacity to meet the
demand.

 “RADHUNI” has a wide variety of products which others do not have.

 “RADHUNI” has achieved a good competitive advantage through its


distribution coverage system.

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Fantasy Ads.

Weakness

 It charges a bit high price than that of its competitors.

 Though they have good distribution coverage system, products are always
available in posh urban areas but in some urban places they fail to provide
the product in time, as a result they are losing a potential market share.

Opportunity

 The culture of eating foods encourages the opportunity of expanding the


market.

 The market is large in this business.

 There is a huge prospect in this business; a small number of populations


have become aware of the advantages of adopting the spicy powder but
huge population is there to adopt it.

 A number of competitors are there in the market but they are relatively weak
in terms of financial condition, company size and management.

 Few firms are following the promotion mix, especially they are lacking in
sales promotion but in this case RADHUNI is strongly following this strategy.

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Fantasy Ads.

Threats

 The market has become competitive in terms of number of competitors as


well as possible entrants of some new companies.

 Consumers are exposed to ads given by some companies.

 People of our country still think that this type of ready mix spice will not give
them that taste what they could have from the powdered spice which they
make manually.

SEGMENTATION:

Segmentation means dividing the market into distinctive groups of buyers on the
basis of needs characteristics or behaviors of consumers. Segmentation can be
done in four ways like – Geographic segmentation, Demographic segmentation,
Psychographic segmentation and Behavioral approach.

As our chosen product is powdered spice which is directly used for cooking
purpose and generally the women of our country are involved in cooking. So we
follow the demographic segmentation for segmenting our market. We emphasized
on gender based segmentation and the geographic segmentation.

As we followed demographic and geographic segmentation and we focused on


women consumers of urban area in our country. There are generally two classes in
women consumers one is housewife another one is service holder. Our target
market is both of them.

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Fantasy Ads.

Positioning:

Positioning is the act of designing the company’s offering and image to occupy a
distinctive place in the target market’s mind. Such as - to create awareness about
the product. We have to position our brand “RADHUNI” by the desire of the target
consumer.

SQUARE is the name of quality, where consumers can get pure and quality
products without any hesitation.

“RADHUNI” is a brand which is used for cooking. So the consumer might think
about the taste and how conveniently it can be used. In the positioning stage we
are thinking about value proposition. Value proposition is the way where we reflect
the core things what we are providing as per as the desire of the target consumer.
So the positioning should be such where the core things will be reflected. So the
value proposition is for “RADHUNI” can be-

Ò cv_©K¨Uv ¯úó!!!Ó
Ò wPš—vnxb cwikªgnxb, my¯^v`y ¯^v¯’¨Ki
ivbœvi Rb¨
mn‡R e¨envi †hvM¨ ivaybx!! Ó
Ò ivbœv n‡e my¯^v`y LuvwU ! Ó

In this case the difference is clear for RADHUNI brand with the non brand and
other brand powdered spice through the values what it is providing.

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Fantasy Ads.

TARGETING:

Initially for target the market we will go for women who are living in urban areas. In
this case we followed geographic segmentation and the demographic
segmentation as well. They can be either housewives or service holders. The
causes behind of targeting urban women are -

First- The price of the product, as the price of this product is a bit high which is
only affordable by the urban people. Because we all know that the people of urban
are relatively rich then the rural people.

Second- Use of quality product, in this case urban people are more quality
conscious then the rural people.

Third- In urban areas generally people are busy with various activities. So they are
very much unwilling to buy raw spice and get bored of doing a manual process. In
this situation ready mix spice is like a magic for them.

Fourth- The people of urban areas are not getting pure and quality powdered
spice in the market. So we are assuring the people of urban that we are giving
them pure and quality products. In this situation it will be a great way for the urban
people of getting fresh and pure powdered spice without any harassment.

Fifth - The service holder women are very busy with their jobs and other activities.
They have limited time for cooking. So at this moment ready mix spice will be very
much attractive and convenient for them.

Sixth - Women can easily avoid their physical blending process by using this
powdered spice. This will save their energy and time.

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Fantasy Ads.

PROBLEMS
After analyzing the market our ad agency found some lacking of RADHUNI brand
which is creating barriers to grab a substantial market share for this brand. These
problems are -

 People of our country still think that this type of ready mix spice will not give
them that taste what they could have from the powdered spice which they
make manually.
 The Consumers are exposed to ads given by some other companies.

SOLUTION

 In resolving this problem we need to develop a creative and effective ad


which should be focusing on the attitude of the consumers and change it
accordingly by assuring more benefit from that of traditional VANGANO
MASALA. If we can build an ad which contains a massage, through that
people can understand this product will meet their demand and this brand
will give them more than what they can get from the traditional VANGANO
MASALA.

 We have to make an ad which must be more creative and more effective


then the competitors. In this way we can attract our target consumers and
make them aware about our brand.

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Fantasy Ads.

INTEGRATED MARKETING COMMUNICATION OBJECTIVE:

By considering the market situation we have planed our marketing communication


that recognizes the added value of a comprehensive plan that evaluates the
strategic roles of a variety of communication disciplines and combines these
disciplines to provide clarity, consistency and maximum communications impact.

As we have said RADHUNI has successfully made the awareness. Almost every
one of our target consumers knows the brand and they mention the name of
RADHUNI when they are asked about a brand powdered spice. So our advertising
objective should be such so that people prefer to have our brand. For this we have
planed three types of advertisement News paper Ad, TV Commercial, Sales
Promotion. We have promoted our unique selling proposition (USP) in all these
advertisement through a same massage which is PURITY.

IMPACT OF IMC:

We have come to know that a major threat in the powdered spice business is the
perception of consumers toward packet powered spice. People think it is not as
better as VANGANNO MASALA. So trough our IMC effort we need to change the
consumers’ perception about the packet powered spice. It should be encouraging
the consumers switching to our brand by changing their perception. In our all
advertisement we mainly focused on our USP which is PURITY. So that people will
think what we are promising that we are really providing.

Our target consumers are middle and upper class women of urban areas. Who are
very conscious about the taste of their food and also very quality conscious. And
this people always prefer to use traditional VANGANO MASALA. They think that no
packet powdered spice can give them as good as their VANGANO MASALA can
give. On the other hand they also think this brand powdered spice is very

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Fantasy Ads.

expensive. For this we have made the Newspaper ad and TV ad which gives the
massage to our target consumer that they can cook tasty and hygienic food by our

product. On the other hand we have planed a sales promotion campaign through
that we can attract more consumer and make them understand that our RADHUNI
in not very much expensive. Because of its purity it takes less quantity to cook
tasty food.

UNIQUE SELLING PROPOSITION:


According to us the unique selling proposition for our brand RADHUNI is PURITY.
Which ensures our target consumers fresh and quality products through which
people can have tasty food. We also need focus that it takes very less amount of
spice to cook tasty food.

ANALYZING THE MARKET:

RADHUNI’s mind share, heart share, and market share are in the highest position
in its industry. ”RADHUNI” has successfully made awareness build up. Almost
everyone mentioned the name of “RADHUNI” when they are asked to name a
brand of this kind. “RADHUNI” has just finished its introduction stage in the product
life cycle (PLC) and it is now at the beginning of the growth stage in PLC.
As RADHUNI is leader in the market, it has a high growth rate and its relative
market share is also high.
“RADHUNI” is leading the market with a variety of products. “RADHUNI” has
almost every items of cooking starting from turmeric powder to spicy mixed powder
for meat, fish, chotpoty, halim, kheer, and even pachforon.

Though “RADHUNI” has got some competitors in spicy powder like chilly powder
but it has got a relatively competitive advantage in mixed powder with one or two

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Fantasy Ads.

competitors. These competitors have a little share here and there in the country.
And they are not that much strong either. One of such competitors is ‘Ideal’.

“RADHUNI” has got a competitive advantage over its competitors through proper
utilization of the promotion mix. While the major competitors are spending a lot in
TV ads, they are doing a little for sales promotion and so on. Whereas “RADHUNI”
constantly giving incentives to wholesalers and retailers. Only a company gave a
minor incentive to wholesalers and retailers in the month of Ramadan.
Today understanding customer is crucial, but it is not enough. Companies gain
competitive advantage by satisfying target consumer needs better than
competitors do. Therefore it is important to know the competitors, their strengths
and weakness and also the strategies of the competitors. First it comes the
competitors’ analysis or identifying competitors.
At the narrowest level, there are a number of competitors competing in the market
these are;

 BD
 TIGER
 ARKU
 FRESH
 PRAN
 TATA
 KWALITY, SHUSHADU, GRIHINI AND OTHERS

At a wider range of competition, the brand is challenged by local spice shop. It has
been found that this type of producers altogether grab a substantial amount of
market share. And it has achieved so much market share only on the basis of
people’s tradition to consume spicy powder. And people’s attitude toward spicy
powder led them to have a strong position in the market.
Though the market has already got some competitors, “RADHUNI” is doing quite
fine in the market. This has been possible through its strong reputation for quality

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Fantasy Ads.

and trust. But the situation has challenged the new entrants while the existing firms
are having hardship to increase or grab market share.
Many companies are not getting the market share because of their poor
distribution coverage, advertising, sales promotion and so on.
Competitors pricing are relatively low compare to “RADHUNI”.

MEDIA OBJECTIVE:
We have analyzed the market in order to develop a media plan we have to set the
media objective and then the strategy to achieve the objective and this information
should be organized into the media plan.
Our media objective is to reach to our target consumer and to change their
perception and switch to our brand. We therefore choose media which will convey
this massage effectively and efficiently. We will go for heaviest advertisement in the
forthcoming 1 year period. After that we will concentrate on public relations and
publicity.

Since our media objective is set, now we should choose the media. Which media
will be the most effective to position our brand.

INTEGRATED MARKETING COMMUNICATION:

Television advertisement:

While designing the IMC first of all we have selected the Television. Because our
target consumers are urban women in this case, uses of television for advertise will
be very effective. That means television has high reach media for this particular
product and TV is the most common and effective way of communication. Though
it is expensive, it is very effective. Since our target market is women of upper and
middle class in urban areas and since they are scattered in different parts of the
country the best way to reach them by giving ads on TV. Moreover this is the best
way to attract consumers to our brand through a creative advertisement. We will be
able to grab the attention of the consumers by using different senses. It is very

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Fantasy Ads.

important to touch the hearts of the consumers in consumer products like


RADHUNI.

Media vehicle

In terms of TV ad our media vehicle will be Channel I and NTV. Initially we decided
to give ad in BTV but considering our budget and market competition we decided
to give ad in NTV and Channel I first.

Target Audience Coverage

We aim to achieve full market coverage but we are expecting to achieve the
maximum part of it.

Full Market
Coverage
NOT
COVERED

It is usual that some people will be away from the exposure so a small part will
remain uncovered.

Message:
The best way to communicate with customers is through message. Senders
communicate with the receivers through messages. The form of Message can be
various types like verbal, oral, visual etc. It is very important to choose an
appropriate message for the senders which can be easily understood by the
receivers. The message of our brand which is “RADHUNI” is that it provides
purity and it is healthy for us. We have used the same massage through out our
whole IMC effort which includes our three media so that there will be no
confusion in the consumers mind.

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Fantasy Ads.

Reasons for choosing TV as a media:

Since our target market is women of upper and middle class in urban areas and
since they are scattered in different parts of the country, the best way to reach
them by giving ads on TV. Moreover this is the best way to attract consumers to
our brand through a creative advertisement. We will be able to grab the attention of
the consumers by using different senses. It is very important to touch the hearts of
the consumers in consumer products like RADHUNI. The ad should be creative
enough which can attract and retain consumers and which consumers remember
forever.

Some of our main reasons for choosing the TV as a media are given below:
1. Only TV can provide a very realistic view of our product.
2. Cost per exposure will be low because of huge number of customers.
3. TV can cover a wide range of area.
4. Creativity is high.

Scheduling Method

Ours is a consumer product the RADHUNI is having a short purchase cycle, so


media timing should be relatively high. That is why we are going to follow the
continuity scheduling method.

Reach and frequency


Factors that should be consider in determining the frequency

Brand History –

Our brand is a new brand but people have enough awareness about the brand.

Brand Share –

RADHUNI has got 55% market share. Which we have included detail in our
previous report. Which we got from a market survey.

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Fantasy Ads.

Its relative market share is 55/10 = 5.5


Its growth is high. RADHUNI is on the star position in the BCG matrix.

Purchase and usage cycle –

Its purchase cycle is relatively short and its usage cycle is also very less.

Since RADHUNI has got short purchase cycle and it has got faced a competitive
situation from a number of competitors but its brand share is very high and
RADHUNI is leader among the entire powdered spice brand. So our frequency of
ad should be in between position.

So that our target markets do not get bored that’s why we must have massage
variation in the right time.

Advertising Frequency:

Advertising frequency means the number of repetitions needed to put across the
brand’s message to customers. However, it has an important impact on the
advertising budget. Our target market is the people of middle class and upper
middle classes those who belong to the urban and sub urban areas. To grab the
attention of this target market the ad will be displayed on the most popular TV
channels of the country, like on the Ntv and on Channel i.
People of the middle class to upper middle class families are the regular viewers
of any of these channels. So we want to display our ad for six times a week for a
month in any of the mentioned channels, then we will be able to reach our target
market. That is, the viewers of any of these channels are getting knowledge
about the product for 24 times a month.

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Fantasy Ads.

Cost of TV Advertisement:

Our ad is a 40 second ad which we will show 24 times a month. The cost of


displaying the ad in one transmission is given below:

For Ntv:
Just before NEWS- 40 seconds duration- -18000 TK
In mid break of any Program/Film- 40 seconds duration- -12000 TK

For Channel i:
Just before NEWS- 40 seconds duration- -18000 tk
In mid break of any Program/Film- 40 seconds duration- -18000 tk

The ad will be displayed on the Ntv for 1 month:

So, the cost will be---

6 times a week for 1 month:

Total = 6 times X 4 weeks =24 times

1st week: (Just before NEWS)

Total cost on 1st week = 6 times X 18000 =108000 TK

2nd week: (In mid break of any Program/Film)

Total cost on 2nd week = 6 times X 12000 =72000 TK

3rd week: (Just before NEWS)

Total cost on 3rd week = 6 times X 18000 =108000 TK

4th week: (In mid break of any Program/Film)

Total cost on 4th week = 6 times X 12000 =72000 TK

Total cost for Ntv (108000+72000+108000+72000) =360000 TK.

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Fantasy Ads.

The ad will be displayed on Channel i for 1 month:

So, the cost will be---

6 times a week for 1 month:

Total =6 times X 4 weeks = 24 times

1st week: (Just before NEWS)

Total cost on 1st week = 6 times X 18000 = 108000 TK

2nd week: (In mid break of any Program/Film)

Total cost on 2nd week = 6 times X 18000 = 108000 TK

3rd week: (Just before NEWS)

Total cost on 3rd week = 6 times X 18000 = 108000 TK

4th week: (In mid break of any Program/Film)

Total cost on 4th week = 6 times X 18000 = 108000 TK

Total cost for Channel i(108000+108000+108000+108000) = 432000 TK.

Total cost for TV Commercial (360000+432000) = 792000 TK

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Fantasy Ads.

Newspaper advertisement:
Our target markets are generally the urban women with sound income. Most of our
target markets are educated. They are having jobs in different organizations. They
usually read newspaper. The main advantage of newspaper is the high degree of
market coverage. It can cover a high area at a comparatively low cost. Moreover
women are not the customer of this product because most of the cases male
persons buy this sort of product for home. Women are the ultimate consumers who
are going to use this product. But no matter what is the case females have an
influential role to affect the purchase decision. On the other hand the men should
have some sorts of awareness regarding the brands in the markets to make the
purchase decision. Moreover newspaper provides flexibility to the advertiser that
means it requires a very little time to prepare a newspaper ad. Also we can set or
change the shape, color, sizes and formats of our ad frequently.

We are going to give our ad in “PROTHOM ALO” because “Prothom Alo” is the
most read daily newspaper in our country. We are also going to give our ad in
“NAKSHA” of “Prothom Alo” on Tuesdays. Our ad should be placed in “Prothom
Alo” on Fridays. First of all, since Friday is the weekday all the people including
service women will generally stay at home. As we have mentioned in our first
assignment that only women don’t buy the product rather men also buy the
product. But women usually play an important role in decision making. However,
the reason why we are going to place the ad in NAKSHA because it has several
pages related to the lifestyle, especially its recipe section is a great place to place
our ad of Radhuni.

Placement of Ad:
We will give our ad in the recipe section, or in the khabar-Dhabar section
depending on the condition. But the recipe section is the best place to draw
attention. Our ad should be placed at the bottom of the recipe page, right-after the

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Fantasy Ads.

end of recipe. This is seems to be very much appealing because those who read
the recipe will also read the RADHUNI. We are very much optimistic about the
impact from this particular page. Apart from this our ad should be placed in “Dainik
Prothom Alo” on Fridays. Our ad should be place in the front page of “Prothom
Alo”. We have decided to place it in the first page because of getting attention from
the audience. Moreover, this page holds the highest reach capability. Every one
usually goes through the first page to have the glimpse about what is happening.
So, if we place the ad at the bottom of this page it will easily draw the attention of
the readers. Further more, our 8 page column ad with high visibility will easily grab
the attention of the readers. Our ad size is 8”/15” (length/width). As we are giving 8
columns Ad and size is relatively big, we hope the clutter will be relatively low.

Language:

Bangla is being used as the language of the ad with a few highly known English
words. Bangla is being used to make the ad simple and to reach the great number
of general people. We hope every body will be able to understand the underlying
concept of the ad because of being casual and simple.

On the other hand, English has not been selected because this medium will not
able to reach a vast majority of people.

Reach

“Dainik Prothom Alo” is the most read newspaper in Bangladesh. Near about
2,60,000 papers are sold each day with little variations. The number of papers sold
in each day is 2, 60,000 but the number of readers should be higher then this. So
its reach capacity is amazing.

Frequency

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Fantasy Ads.

We are going to advertise our ad twice in a week. One is Friday in “PROTHOM


ALO”. Another one is in “NOKSHA” of “PROTHOM ALO”. This ad will be continued
for the next 6 months for the time being.

Cost

For “Prothom Alo” per day cost is calculated as follows-

8 column (width) X 8” (height) X 5000Tk = 320000Tk

For “NOKSHA”

5 column (width) X 5” (height) X 1500Tk =37500Tk

6 months Budget

For “PROTHOM ALO”

320000 TK X 26 days (on Fridays only) = 8320000 TK

For “NOKSHA”

37500 TK X 26 days (on Tuesday) = 975000 TK

Ad size:

Our ad size for daily is 8”/15” (length / width). On the other hand, the size of ad for
“NOKSHA” is 5”/9” (length/width).

Our ad in “Dainik Prothom Alo” will grab 8 columns while the ad in “Noksha” will
grab 5 columns.

Color, Font and Font Size:


The yellow is being used as the background of the headline to draw attention. In
the text body blue color is being used to bring variation. The overall differences in

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Fantasy Ads.

color and big size of ad are being adopted for eye catching. The black is being
used in raw materials to separate them and focus individually. We have used
magnifier to visualize the raw materials clearly and which shows the freshness of
raw materials that are being used which implies “PARTHOKKO” the difference.

We have used the big font size in the headline. We have used black color in the
tag line in a curve shape to highlight the tagline.

Headline:
Our paper ad starts with a headline; our headline claims that we are pure “KHATI”.
It reads “KANO RADHUNI KHATI”? The headline makes the readers to think, and
it will make them to have a pause. Afterwards the text is going to prove what are
the underlying factors that have made Radhuni to be “KHATI”? The text starts with
proving by saying; Radhuni is manufactured from the best quality Chilly, turmeric,
cumin and coriander powder. Radhuni has its own suppliers to supply the raw
materials.

So it is clear that we have tried to incorporate the news into the headline. We have
tried to make the audience curious about the ad using “why?”

Headline Attributes:

We have tried to make the message to be believable by providing the information


regarding the benefits the consumers can get. Using of simple words was very
much appealing to us. We did not want to make our audience to get confused
anyway.

Illustration:
On the part of illustration, we have illustrated our products and the raw materials
used in our production. We have shown our illustration in a major part of the ad
because every audience is bombarded with several ads unless they know who we
are, what we is advertising, receiving action from them will be quite impossible. So

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Fantasy Ads.

the visual will work as a snapshot of the whole ad. They must know it is RADHUNI,
it is from fresh raw materials.

Since there is a tendency on the part of most of the people to skip through out the
page. We must make sure our audience knows us. This is why we have allocated
most of the space for visual and whenever possible we showed our brand name. At
the top most position we have showed our product, below the product we have
illustrated the fresh raw materials that is being used to produce our product. Thus
we have made a link of them.

VIPS

Visibility

To stop the reader we have started with the headline which reads “Kano Radhuni
KHATI”? Then we have shown the illustration in a big shape, sequentially we have
given the text in the last. We have neither used extreme of texts nor said anything.
We tried to put few relevant lines so that our audiences do not get bored. To make
it more visible to the audiences we have tried to show the brand name of Radhuni
as whenever possible. To draw attention we are also very much selective in media
space.

Identity

We have not only showed the logo of Radhuni but also showed the packet of
Radhuni to make the audiences clear about whom we are, what we are advertising
for, at the bottom of the ad we have mentioned the company name of our brand.

Promise

The ad is organized in a way that it will make the audience curious to read and
watch the entire ad using of its “KANO” in the headline. It will make the audience to
be sloth.

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Fantasy Ads.

Simplicity

We have tried to be casual and keep things simple. Everywhere, from headline to
the body copy, we have used simple words. We have avoided giving unnecessary
information rather we have given very specific information with regard to our
products.
We have tried to stick with one selling idea which is “PURITY”. Our headline says
“Kano Radhini KHATI”? We have answered this question from the very first line of
the body copy.

We have finished with a summary statement

“VALO KHAN, VALO THAKUN- RADHUNI VALO RADHUNI KINUN”.

Singular nouns and verbs, present tense and familiar words and phrases are being
used throughout the ad. We have put few lines in each paragraph, yet varying the
length of the paragraphs.

MAJOR FINDINGS OF OUR AD:

1. Concept

1. The major premise of the ad is “Kano Radhuni KHATI”?

2. The ad concept works to communicate effectively the major selling idea


which is “KHATI”

3. The concept emphasizes the product being advertised. Our product is


shown with the headline.

2. Visual

(a) It relates to headline and copy.

(b) It shows the products and raw materials being used.

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Fantasy Ads.

(c). Brand name is highly emphasized.

3. Headline

(a) Arouses curiosity by using of “KANO?”

(b) It works with the visual to draw readers into a copy. There is head-visual
relationship in our ad. Our headline says KHATI and the visual shows freshness to
make it to be KHATI.

(c) Our headline contains the brand name.

(d) It is clear from the along side visual of the headline that it is nothing but the
spicy “RADHUNI” powder.

4. Body copy

(a) Divided into small pares.

(b) Simple words are being used.

(c) It employs the term “You- Apni” as an involvement device.

(d) End with an implied urge to action, a summary of the main idea –

“VALO KHAN, VALO THAKUN”


This implies

“RADHUNI VALO RADHUNI KINUN”

(e)It tells the reader sufficient information how it is KHATI, without being bored.

(f) It contains the frequent use of the brand name in big font size.

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Fantasy Ads.

Sales promotion:
Sales promotion is crucial in attracting consumer. It can be of directly or via the
intermediaries. Sales promotion is important to increase the sales. It is important to
give incentives to intermediaries to make them satisfied. Otherwise they will switch
the brand. “RADHUNI” is giving retailers and wholesalers various type of sales
promotion like – They give various types of incentives.

Adding and giving more benefits to consumers is a way of delighting them and
make them to be loyal to the brand in terms of competition. It suggests that we
care for our consumers and other concern stakeholders as well.

The reason why we have ranked TV first is it because it is more important for us to
reach our target market at the same time to fulfill our objective. As our target
market is large and may be newspaper is not going to be an effective media to
reach them. So we have decided to make our target consumer informed about any
kind of change, gift, and discount. We will let them know by sales promotion comes
later because at first we have to reach our target market then to make them
satisfied and to retain them we must use sales promotion.

The Advertising along is not always enough to move their products off store
shelves and in the hand of consumers. Company should also use sales promotion
methods targeted at both consumer and wholesalers and retailers that distribute
their products to stimulate demand. To be successful integrated marketing
communication programs must include consumer and take promotion that
coordinate with advertising, direct marketing and public relation camping’s as well
as sales force efforts.
The way it is important to give reason to by through advertisement, it is also
important to give incentives to by the products and that is why sales promotion is
important in promotion mix.

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Fantasy Ads.

SALES PROMOTION OBJECTIVE:

The objectives we hope to accomplish through sales promotion are keeping our
current customers with us while switching prospects or nonuser of the brand
toward our brand and we like to build a long term relationship with costumers
rather than creating only short term sales or temporary brand switching. On the
other hand we want send massage to our target consumer that RADHUNI is less
expensive considering it’s quantity for cooking food.

DURATION OF THE PROGRAM:

Our program will run till the Eid-Ul-Azha. In the month of Ramadan consumption of
spicy powder will increases. Moreover, in this month sales promotion activities go
up that are followed by a number of companies of different brands and products.
Not only depending on the clutter of sales promotion but also due to the holy
month we should do something for our consumers.

Why we use sales promotion program:

Adding and giving more benefits to consumers is a way of delighting them and
make them to be loyal to the brand. In terms of competition, sales promotion is a
great tool to achieve competitive advantage over its competitions. It suggests that
we care for our consumers.

Using of sales promotion is really very impartment for consumer products like
‘RADHUNI’. Since there are a number of competitions in the market as a market
leader ‘RADHUNI’ must do something better then competitors. One way of doing
so can be effectively done by sales promotion.

It is evident that merely giving ad in various media at little in market share whereas
giving sales promotion with ad traders are to customers increases the market
share tremendously. Because while advertising offers a reason to buy, sales

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Fantasy Ads.

promotion offer an incentive can induce a customer substantially to by the


products.

COST OF THIS PROGRAM:

In this case we prepare a poster that will cost - TK 5. Each

This poster we will use for informing our target consumers. We will paste it in
different places near to the market, grocery shop and various public places.

In our program we will provide a printed brochure, which will contain a “RECIPE”
and a cartoon that will make humor appeal.

This will cost TK 1.5 per brochure


The small bowl which will cost TK 5.0 per bowl

This small bowl is use for mixing the powdered spice.

CONSUMER PROMOTION:

Since by the time our objectives have been specified we can fix that only
consumers should be involved in the sales promotion. That means we are going to
follow the pull strategy, attracting or inducing customers to buy our products, since
consumers will see an extra incentive, many prospects will switch to the brand. By
offering future incentives or adding more benefits with the products we may make
a long-term relationship with them. Through consumer promotion we will be able to
make them loyal to our brand.

OFFERS of this sales promotion program:

We are giving a Small Bowl and “RECIPE” with our 200gm and 50gm spicy powder
pack. Here cooking lovers will be able to make a delicious dish and mix spice in
that bowl while cooking their food.

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Fantasy Ads.

Which pull strategy we adopted:

Since we are giving one Small Bowl and “RECIPE” free with every purchase of
200gm RADHUNI spice powder, suggesting that we are following premium
strategy. Other than this a poster about this program will be placed in a convenient
place of the shop and other places near to the location of the purchase.

How consumers will be informed about the program:

Consumers will be informed about the program through our TV commercial


(already Developed) and posters. Which we have provided with this report.

APPEAL & MESSAGES:

Humorous appeal is being used in the sales promotion using a ‘CHORA’ and
cartoon. Which is about the traditional conflict between mother-in-low and
daughter-in-law is being focused in the sales promotion. In our cultural context
conflict usually arises due to household chores, especially matters related to
cooking. So, linking with this concept we are saying we are giving you a “RECIPE”
with our spicy powder which will help you to make delicious dishes. Here we also
promote our USP through a “Bangla Chora” which is –

Ò ivbœv n‡e my¯^v`y LuvwU! Ó

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Fantasy Ads.

VIPS

Visibility

To stop the reader we have started with a cartoon which is attractive and funny.
The visual element of the “RECIPE” and the color combination what we have used
is very attractive.

Identity

We have not only showed the logo of “RADHUNI” but also showed the packet of
RADHUNI to make the audiences clear about our program. At the bottom of the
poster ad we have mentioned the company name and in the “RECIPE” we placed
brand name and company name.

Promise

The poster ad is organized in a way that it will make the audience curious to read
and watch the entire ad for the words “FREE” in the headline. It will make the
audience to be sloth through the offer.

Simplicity

We have tried to be casual and keep things simple. Everywhere, from headline to
the body copy, we have used simple words. We have avoided giving unnecessary
information rather we have given very specific information with regard to our
program.

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Fantasy Ads.

CONCLUSION:
The above report describes us that how we can create a potential campaign for the
brand RADHUNI we have taken. It also defines us the IMC effort for this brand. We
have included in this report that how we can plan an effective ad campaign in three
different medium through a same massage with different theme. After the above
discussion we can have the idea, how we can send massage through different
medium to our potential consumers without making them confuse. So that our
target consumers will start using our brand and become loyal to this brand. In
these three types of promotional tool we used both threat and humor appeal, so
that we can attract people easily to this campaign. And our objective of this
campaign might be achieved.

The whole IMC campaign is prepared to demonstrate the feature of “RADHUNI”.


In the ad we have shown that “RADHUNI” is pure and it is not harmful for our
health so anyone can use the spice powder without any tension. The mission of
our IMC campaign is to maintain and develop potential consumer into actual
consumer. However, it is assumed that our IMC campaign will increase the sale
of the brand and will help to create a strong brand image for “RADHUNI”.

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Fantasy Ads.

Bibliography:
A. Marketing Management, P. Kotler & Armstrong, 11th Edition.
B. Advertising and Promotion, G E Belch & M A Belch, 6th Edition.
C. Creative Strategy in Advertising, A Jerome Jewler, 2nd Edition.

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