2. team MADMEN 3. Challanges Market understanding oContinuity of
Availability oVisibility oLack of promotions oPackaging problem
oProduct size variations oDealer retailer Rigid contracts 4. Buyer
behavior o TV commercials o Trend o Word of mouth o Brand image o
Taste o Convenience o Impulse purchase o Retailers influence o Just
buy 5. TG selectionMarket understanding Demographic Phycographic
Both male and female Age 10-45 Lower class to upper class Snacks
lover Loves eating on the go Those who wants to enjoy leisure 6.
ProductThe Mix Mild Savory Taste 7. ProductThe Mix VS. 8.
TRANSPARENT NAME 9. Price, Packet sizeThe Mix 8tk 40tk18tk 10.
Consumers needThe Mix Taste Quality Convenience Joy 11. Consumer
value proposition o Taste o Quality o Instant hunger fullfilment o
Green lantis o Potato crisp o Mmung beans Tangible benefits
Intangibles ??? 12. PositioningThe Mix , 13. Brand steering
wheelBrand BUilding BRAND BENEFIT BRAND TONALITY BRAND PICTURE 14.
Promotional ObjectiveBrand building Awareness Advocacy 15. Criteria
of imc effectiveness Brand building oProduct appearance in the
market oSupply 16. PilotBrand building o Dalmoth introduction 17.
Launching Campaign Brand building o Travel show presents 18. spots
19. Alutila 20. Bangla mountains 21. Swatch of no land 22. Hilly
areas of cox bazaar 23. Kukri mukri island 24. Kutubdia 25.
Ratargul 26. sangu 27. teknaaf 28. Launching Campaign cont. Brand
building o Hariye jao Facebook page o Youtube channel o Share your
travel moments engagement campaign 29. EID dramaBrand building
presents Story of a persons going missing and rescue 30. Regular
PromotionBrand building o School college canteen banner 31.
oDaalmoth food cart Regular PromotionBrand building 32. Regular
PromotionBrand building oAnonymous postering before new packet
launch 33. Regular PromotionBrand building oEuropean football fans
football match competition 34. Regular PromotionBrand building
oVending machine Introducing 5 vending machine in super shop and
malls 35. Regular PromotionBrand building oBillboards 3 (double
view) 10 (normal) oTVC 36. Trade marketingBrand building
Distributor o Incentives upon target sales o Family trip o Yearly
best distributor award 37. Trade marketingBrand building Retailer o
Gifts upon targeted sales o Shop painting o Flexible distribution
system 38. Categories 1st 6 months 2nd 6 months 3rd 6 months Last 6
months Pilot Hariye Jao travel show Eid Natok Canteen banner Street
food cart Postering (bus, train, anonymous) Europian football fans
club competition Rack renting Billboards Mela sponsorship Vending
machine (10 units) Billboard on shop Dangler TVC 39. BUDGET
Categories Amount in TK Pilot 5,00,000 Hariye Jao travel show
2,00,00,000 Eid Natok 2,00,000 Canteen banner 1,50,000 Street food
cart 1,50,000 Postering (bus, train, anonymous) 2,00,000 Europian
football fans club competition 3,00,000 Rack renting 1,00,000
Billboards 5,00,000 Mela sponsorship 5,00,000 Vending machine (10
units) 5,60,000 Billboard on shop 25,00,000 Dangler 2,00,000 TVC
1,00,00,000 Total cost 3,58,60,000 40. Estimated sales increase
oSales increase in 1st year 7 crore oSales increase in 2nd year 10
crore 41. Campaign effectiveness evaluation FEEDBACK FROM SALES REP
AND DISTRIBUTOR Consumer Engagement with online media 42.
Witnessing TV SOCIAL MEDIA YOUTUBE FACEBOOK Travel show Become
inspired By friends Awareness Researching Review Online existence
Paid online media Own online media Explore and consider Purshasing
Experiencing vending machine Moment of sale Customer Retention
Sharing Social media Social network Word of mouth Loyalty
Aspiration Consideration Advocate Consumer Journey Framework
