Pran Bubble 2003 Mkt

Company Profile

Established in 1980

Largest fruit and vegetable processor in Bangladesh

Certified by ISO

Best known for quality and taste

Exporting food to more than 70 countries

PRAN stands forProgram for Rural Advancement Nationally.

Global Export

Product Category

Beverage

Culinary

Dairy

Drink

Juice

Snacks

Confectionary

Our Product

Pran Bubble Gum

Marketing: 337

Promotional Management

About Pran Bubble Gum

Pran bubble gum is a chewing gum which belongs to the confectionary segment of Pran foods.

Current Campaign

TV Commercial

Banner Ad

Current Campaign

TV Commercial

Flaws in the TVC

Lack of Creativity

There is no drama

Source is not credible

Lack of Humor

No Significant Appeal

Current Campaign

Banner Ad

Current Target Market

Children

Current Slogan

ট্যা��ট্যা� লা�গা�ও, বা�বালাফু লা�ও।

Current Positioning

Currently Pran is positioning their bubble gum as a children product.

Flaws With Current Campaign

No Print Ad

Less Frequency in TV Ad

Targeting Only Children

No Push Strategy

Lack of Source Credibility

Low Quality Packaging

Lack of Creativity

Current Competitors

Perceptual Mapping

• HC - High Cost• HQ - High Quality• LC - Low Cost• LQ - Low quality

• We can see from the perceptual map that Pran Bubble Gum belongs to the low price low quality quadrant on the perceptual map. Whereas Center Fresh is in comparatively in low cost high quality quadrant and Spout is in high cost high quality quadrant.

Current Market Situation

Spout and Center Fresh are the major competitor of Pran

Bubble Gum. They are offering more variety with quality.

So they are successful to grab more market share. Their

promotion, packaging and distribution are much stronger

than Pran Bubble Gum. For this reason, Pran Bubble Gum is

unable to gain more market share.

SWOT Analysis

Strength– Company Image– Low price

Weakness– Poor perceived Quality– Poor Packaging– Poor positioning– Inappropriate target market– Poor Branding– Lack of Quality maintenance– Improper promotional activity

SWOT Analysis (Cont.)

Opportunities– Local product– Ethnocentric target market– Distribution expansion– Ever expanding market

Threats– Strong Competitors– Strong promotional activities by

competitors

Objective for New Campaign

• Sales Objective• Generate sales to a certain point, so that at least

production and promotional cost is covered.

• Communication Objective• To create awareness among the target audience about

the re-launch of Pran Bubble Gum.• To change the adverse public attitude towards Pran

Bubble Gum.

New Campaign

Target Market (Urban)

Children Fruit flavor ( Mango, Lemon, Orange, Strawberry)

YouthTamarind Mint

New Slogan

“Pran Bubble, enjoy till the last pop”

New Positioning

We are not only targeting the children for Pran

Bubble Gum. We are also targeting the youth

segment because it has a large potentiality.

New Promotional Mix

Media Planning

Other Suggestions Regarding PR & Sales Promotion

Purchasing of 2 packets will lead to enjoy 10% off on further purchasing of packets.

Free distribution in schools-college and university campus.

Discounts to small retailers. Free distribution of product and also

giving donation to the orphanage house and autism centers.

Other incentives.

Print Ad

New Campaign

“Pran Bubble, enjoy till the last pop”

TV Commercial

New Campaign

Justification for this TVC

Creativity

Inherent drama

Humor

Slice of Life Appeal

Justification for this TVC

Creativity

Fantasy

Animation

Billboard Ad

New Campaign

Mobile Billboard

New Campaign

Budget Allocation (TV)

Budget Allocation (Radio)

Budget Allocation (Print Media)

Budget Summary (6 Month)

TV 16, 80, 000 taka

Radio 1,68, 000 taka

Newspaper 2,07,000 Taka

Other 20,00,000 Taka

Total 40,55,000 Taka

…Thanks to everyone…

Questions???