marketing campaign planning design

Fairy (Fairness Cream)

Marketing Campaign Planning Design

Prepared For H.M. Tarikul Kamrul

Trainerbdjobs

 Prepared by

Kawsar AhmedAssistant Manager (Creative Marketing)

Eon Group of Industries

Fairy (Fairness Cream)

ObjectivesIntroduce high quality fairness product to the

customer and achieve 35% of market share in Bangladesh by September, 2016.

ResearchBrand Name

Price

Quality

Fragrance

Unit Variant (SKU)

Availability

Brand

Image

Packaging

Fairy ✔ ✔ ✔ ✔ ✗ ✗ ✔

Fair & Lovely

✔ ✔ ✔ ✔ ✔ ✗ ✗

Fairever ✔ ✗ ✔ ✔ ✔ ✗ ✗Fair One ✗ ✗ ✔ ✔ ✗ ✗Fair on ✔ ✗ ✗ ✔ ✗ ✗ ✔

Nevia Sparking

Glow

✗ ✗ ✗ ✔ ✔ ✔ ✔

Roop Amrit

✗ ✔ ✔ ✔ ✔ ✗ ✗

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

Advertisement PlanATL :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 Mohilac) College before Launch of the Brand. After the show One to One

communicate with users.

Advertisement Plan

Advertisement Plan

Advertisement Plan

Advertisement Plan

Brand Ambassador & Model

Model: AnarkaliContact Duration with Model: 1 year,  Product Launching Venue: BICC, Agargaon, DhakaTime: 23 October, Friday, 7PM.

Brand Ambassador & Model

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 CategorySMART 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.

Budget and ControlManagement 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 Lacb) BTL Cost 20 Lacc) Brand Ambassador 15 Lacd) Sales Incentive 20 Lace) Launching Program 15 Lacf) Product Offer 50 Lacg) Miscellaneous 5 Lac

Production CostUnit Cost Overhead cost 20gm BDT 9/- 3.550gm BDT 27/- 5.575gm BDT 36/- 10.8150gm BDT 90/- 15.5 Selling Price: Profit:Sachet 20gm: 30/- 17.50/- 50gm: 90/- 75.575gm: 120/- 73.2150gm: 210/- 104.5

After Launching Customer and Consumer Insight

AnalysisAwareness 75%

Trail 60%

Repertoire 35%

Regular 22% Loyalty 10%

Brand TrackingJustification Score (Scale 5)

Quality 3Price 4Packaging 3.5Advertisements 2Safety 3Service 2Image 2Overall Satisfaction 3

Point Scale: Poor#1, Need to Improve#2, OK#3, Good#4, and Excellent #5.

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.

Thank You