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Marketing campaign planning design

Assignment on Marketing campaign

Marketing campaign planning design

  1. 1. Fairy (Fairness Cream) Marketing Campaign Planning Design
  2. 2. Prepared For H.M. Tarikul Kamrul Trainer bdjobs Prepared by Kawsar Ahmed Assistant Manager (Creative Marketing) Eon Group of Industries
  3. 3. Fairy (Fairness Cream)
  4. 4. Objectives  Introduce high quality fairness product to the customer and achieve 35% of market share in Bangladesh by September, 2016.
  5. 5. Research Brand Name Price Quality Fragrance Unit Variant (SKU) Availability Brand Image Packaging Fairy ✔ ✔ ✔ ✔ ✗ ✗ ✔ Fair & Lovely ✔ ✔ ✔ ✔ ✔ ✗ ✗ Fairever ✔ ✗ ✔ ✔ ✔ ✗ ✗ Fair One ✗ ✗ ✔ ✔ ✗ ✗ Fair on ✔ ✗ ✗ ✔ ✗ ✗ ✔ Nevia Sparking Glow ✗ ✗ ✗ ✔ ✔ ✔ ✔ Roop Amrit ✗ ✔ ✔ ✔ ✔ ✗ ✗
  6. 6. 4 P’s •Discount for •1.5Months •Trial10days • and Advertisement • Right Distributor select for Thana Level, Selection Procedure: Financial Strength, Business Entity, Involvement of Business & Local Powerful ( Company > Distributor > Customers) •Sachet20gm-30tk •Tube 50gm- 90tk •Tube 75gm-120tk •Tube 150gm-210tk •Fairy (Fairness Cream) Product Price PromotionPlace
  7. 7. Advertisement Plan ATL : TV Channel: ATN Bangla, NTV & Somay, Time Fix up: 8PM to 10PM. During time: 40 seconds, 6 moths, when: Natok and Hindi Serial. Newspaper: Prothom Alo, Daily Jugantor, Page: Last page.( After launch for 2 months) Billboard: Size: 10’ X 16’, Place: Sadarghat, Komlapur, Framgate, Airport and Gabtoli. Duration: 1 year. BTL: a) Festoon, Stickers, Stand Banner, Leaflet, Shop sign. b) To show free sampling to Eden Girls College, Viqarun Nessa College and Fazitunnessa Mohila c) College before Launch of the Brand. After the show One to One communicate with users.
  8. 8. Advertisement Plan
  9. 9. Advertisement Plan
  10. 10. Advertisement Plan
  11. 11. Advertisement Plan
  12. 12. Brand Ambassador & Model Model: Anarkali Contact Duration with Model: 1 year, Product Launching Venue: BICC, Agargaon, Dhaka Time: 23 October, Friday, 7PM.
  13. 13. Brand Ambassador & Model
  14. 14. Brand Building After the Launching Daily Sales Route: We will do market demarcation as per market size, 1 NSM monitoring as nationwide. Select for 7 Divisions 7DSM, 8 Districts 1 ASM and also SR. To emphasis the Urban type outlet. We will make 4 categories of Outlets. A Category, B Category, C Category and D Category SMART Target setting: Considering as new product I have setup sales target for 1st 3 months sales –BDT 50 lac, 2nd 3rd months- BDT 1 Crore 50 lac and 1st Annnual-2 Crore 50 lac. We will follow up regularly my sales team through mail, SMS, over telephone, phone tracking etc. For brand building established need to collet competitors Information Update. I have call Sales meeting at various time, Daily, Half weekly, Monthly and Yearly.
  15. 15. Budget and Control Management has budget taka 2 crore to launch Fairy Brand as market expenses. The head of expenses are as under: Sl no. Name of Expenses Amount BDT a) ATL Cost 75 Lac b) BTL Cost 20 Lac c) Brand Ambassador 15 Lac d) Sales Incentive 20 Lac e) Launching Program 15 Lac f) Product Offer 50 Lac g) Miscellaneous 5 Lac
  16. 16. Production Cost Unit Cost Overhead cost 20gm BDT 9/- 3.5 50gm BDT 27/- 5.5 75gm BDT 36/- 10.8 150gm BDT 90/- 15.5 Selling Price: Profit: Sachet 20gm: 30/- 17.50/- 50gm: 90/- 75.5 75gm: 120/- 73.2 150gm: 210/- 104.5
  17. 17. After Launching Customer and Consumer Insight Analysis Awareness 75% Trail 60% Repertoire 35% Regular 22% Loyalty 10%
  18. 18. Brand Tracking Justification Score (Scale 5) Quality 3 Price 4 Packaging 3.5 Advertisements 2 Safety 3 Service 2 Image 2 Overall Satisfaction 3 Point Scale: Poor#1, Need to Improve#2, OK#3, Good#4, and Excellent #5.
  19. 19. We got above the brand tracking on my brand problem are: Awareness, Ad, Image and Service. Because as new product We will emphasis on awareness, Trail, and Repertoire customers then my product sales is increasing day by day. Target segment of Regular and Loyal customers are to increase as a result my product sales is kept as sustainable level.
  20. 20. Thank You

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