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 didnt 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
Muhitur Rahman Khan

2006-1-10-101

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 Kellys 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. Thats 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 thats 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 consumers 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 others 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 thats 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 days 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.

Category

Price/bottle

250 ml

TK. 10

500 ml

TK. 15

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
Sample specially for

Banners

popular restaurants,
hospitals, sports clubs and
popular physicians

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

MUM

Fresh

Pran

Jibon

ACME

Communication Tools
Electronic Media
Place Ads.
Print Media
Point Of Purchase
Personal Selling
Consumer Promotion
Trade Promotion
Sponsorship
Electronic Media
Place Ads.
Print Media
Point Of Purchase
Personal Selling
Consumer Promotion
Trade Promotion
Sponsorship
Electronic Media
Place Ads.
Print Media
Point Of Purchase
Personal Selling
Consumer Promotion
Trade Promotion
Sponsorship
Electronic Media
Place Ads.
Print Media
Point Of Purchase
Personal Selling
Consumer Promotion
Trade Promotion
Sponsorship
Electronic Media
Place Ads.
Print Media
Point Of Purchase
Personal Selling

Strength

Weakness
Not available

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
Age
Occupation

Male, Female
15-30
For all the college and university students, service holders,
businessman, sports person and media artist.

Psychographic Segmentation
Social Class
Lifestyle
Personality

Middle class to Upper class people.

Achievers and experiences.
Youthful, hard working and individualistic..

Behavioral Segmentation
Occasions
Benefits
Consumer Status
Readiness

Outdoor situations
Quality, Taste & Economy.
Non consumer, potential consumer, regular consumer.
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. Thats 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 companys 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.

Manufacturer

Retailer

Consumer

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 -

Manufacturer

Wholesaler

Retailer

Consumer

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

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
T

he 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)
Media

Radio

Media
Name

Items

Radio
Commercia Daily RDC Spot in Radio Foorti,
l Spot
Radio Amar, Radio TodayBranded
Program

Branded Program - 30 Minute

Campaig
n Period

Details

6 Months

RDC, Branded
Program/Week

Cost

6,800
,000

Newspaper
s
Print
Media

Pre Insertion (8 Col X 8 Inch)

Sports Page (Mainly)

6 Months

12 Insertions

Magazines

For Magazines, Middle and Last

full page, 4 color, every month

6 Months

8 Insertions

Billboards

At Avg. 15'/30 in 10 locations all

over the City

6 Months

10 installations

TV
Commercia Different
l
Spots

Transit
Advertising

Bus
Companies

Average 50-85 seconds

12
Months

40 buses

6 Months

200 Spots

10 installations

Total Annual Budget for Media and Communications

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

9,700,000

541,250
409,000

35,000
,000

840,000

53,290
,318

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
COMMUNICATION
(CONSUMER)

MARKETING
OBJECTIVE

5.1 Budget
Media

Media Name

Place Ads.

Wall Poster

TVC

NTV
Independent
Ekushe TV
Desh TV
ATN News
Channel -i

Radio

Radio Foorti
Radio Today
Radio Amar

Print Media

Prothom Alo
The Daily Star

Kaler Kontho
Jugantor

Transport
Advertiseme
nt

Falgun
Tarongo
Bengal
Mega City

Items

Campaig
n Period

Details

Cost

6Months

10000/Month

240,000.00

1year
1year
1year
1year
1year
1year

90Min/Month
90Min/Month
90Min/Month
90Min/Month
90Min/Month
90Min/Month

21,600,000.00
23,567,000.00
18,056,000.00
16,593,000.00
17,570,000.00
27,056,000.00
138,892,000.
00

Branded Program 40 Minute

Branded Program 40 Minute
Branded Program 40 Minute
Total

1Year

40min/Week

2,250,000.00

1Year

40min/Week

2,240,000.00

1Year

40min/Week

2,165,000.00

Pree Insertion (48

Col X Inch) 3rd Page
Pree Insertion (6 Col
X 4 Inch) Inner
Page
Pree Insertion (48
Col X Inch) 3rd Page
Pree Insertion (48
Col X Inch) 3rd Page
Total

1year

36 Insertions

3,600,000.00

1year

50 Insertions

2,500,000.00

1year

36 Insertions

1,800,000.00

1year

36 Insertions

1,980,000.00

Fixed
Fixed
Fixed
Fixed
Fixed
Fixed
Total

Posion
Posion
Posion
Posion
Posion
Posion

Full Body
Full Body
Full Body
Full Body
Total

3
3
3
3

side
side
side
side

6,655,000.00

9,880,000.00
1year
1year
1year
1year

15
15
15
15

15
Installation

Billboard

15 Installation

1year

Shelf Talker

20 Insertion

1year

insertion
Insertion
Insertion
Insertion

280,000.00
230,000.00
235,000.00
250,000.00
995,000.00
3,500,000.00

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 A DVERTISING 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

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 C REATIVE 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 ones.
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:

v
A
s
g
y
S
iM
t
lc
e
o
d
x
E
n
u
a
F
k
r
w
m
p

Message strategy:
Preemptive & USP strategy:
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:

5.2.2

Consumer 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
Final Poster
PVC Banner
Product Sample
Campaign Decoration
Game Show
Leaflet and Sticker
Total

4000
4000
7800
2000
2000
1000
1200
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 companys 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 competitors 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 advertisers 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 Goal: Reach 80% of target audiences at least 3 times within 1 month.

Balanced

Interest
Attitude/
Desire

Awareness/
Attention

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 Alos 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.

Share(%)
reach
3%
3%
2%
3%
3%
2%
2%
1%
2%
1%
2%
1%
1%

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 gapsfor 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
Advantages:

Covers different market situations

Advantages of both continuity and flighting possible

October

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.

No. of
Ad

Cost for single

total cost

Advertisement per
inch

(per
month)

Ittefaq

7600

440000

Prothom Alo

7500

400000

3700

200000

6000

320000

6700

280000

Total

16,40000

Newspaper
(per
month)

Amader Shomoy
Daily Star
Kaler Kontho

Size
(more/less)

8 inch/column

Page

Sports Page

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
Avg. Cost Per Billboard
No of
Billboards

Locations

Billboard
Size

(for 6 month) per sft in

TK

TOTAL
COST
(per month)

Gulshan 1 main road, Dhaka

600

15/30

270000

Dhanmondi road no 27,

Zigatola (Rifles Square),
Dhaka

550

10/20

330000

Mohakhali Fly over

575

15/30

213750

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

ATN
Bangla

Program

Position

Time

Duration
(Sec)

Cost

Total
Spots
per
month

News

before sports
news

7:00 PM

60

10000

20000

Serial Drama

Middle of the
Program

8:35 PM

60

9000

18000

Program

Before
Program

9:00 PM

60

14,000

14000

News

before sports
news

7:00 PM

60

16000

16000

Program

Before
Program

9:30 PM

60

20000

20000

News

before sports
news

7:30 PM

60

14000

14000

Program

before
program

8:30 PM

60

15000

15000

Channel-I

NTV

BTV

Amount

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

297

14,61,000

Total

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

6000

30000

Ekushey Bus

8000

40000

My Line

4500

22500

Sakolpo

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 companys 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