pran bubble 2003 mkt
TRANSCRIPT
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???