Tibbat Bangladesh

Introduction The art of advert is a sticker job. It is not very easy to impress the mind of the tar flummox earshot and create a good sensing of your merchandise. Creating a good perception takes the job to whole new level where advertisers must make the hearing learn some the harvest-home. This instigates an even harder job, to pursue the consultation to make the finis in your favor. The job is even harder when you throw a authority to pursue the audience about a product which has failed once in the past. Such is our mission in reestablishing one of our favorite food brands on the past, Nocilla. Grupo Nutrexpa is the m other(a) get laid with of Nocilla. The comp whatever is headquartered in Barcelona, and it was set up in the 1940s with a purview to produce food which was nectarous and highly nutritive. Nutrexpa offers five kinds of Nocilla with antithetical colors and stress which argon Nocilla Bokawa(cake) Nocilla Postres (a liquid chocolate which is pulmonary tuberculosisd on ice-cream,burgers etc) Nocilla sticks (flour sticks& chocolate) Nocilla Vasos (red, green, light blue, glass jars) Nocilla Tarrinas ( two chocolate flavor). Basically Nocilla Original was marketed in Bangladesh.At the descent of the 1990s it was available in our local market though a food importing company of Bangladesh called Sajeeb Corporation. For the sake of our project we atomic number 18 assuming that Nocilla is existence re launched in Bangladesh and the hard task of advertising about this forgotten product has been handed to an advertising company managed by us. Advertising Objectives Sales Objective It is obvious that Nocillas sales in Bangladesh ache declined drastically over the last hardly a(prenominal) years. So our main and prime objective as the advertising agency is to boost the sales of Nocilla.Since there atomic number 18 very little mearns of communicating Nocilla to the consumers, we can use advertising which is a dominant force in the m arketing miscellanea for Nocilla. Communication Objective As we are repositioning Nocilla with the concept of two Taste and Nutrition, we postulate to communicate this information to the divert intent consumers. with our advertising, we entertain to make sure the kids get the sense of taste and the parents get the essence of Nutrition. Audience Analysis As per our compend, our audiences are our organise consumers for whom Nocilla would be reestablished.Kids are very fond of chocolate and would very cheerfully confiscate the oopportunity to change their traditionalistic breakfast with something more chocolaty and tasty. Teenagers always fashion for contrasting types of taste in their breakfast. They prefer a fast and easily makeable breakfast that would loyally set them free to get lively with their activities. Also they whitethorn prefer the taste whenever they would resembling to deem quick snacks. Parents always look to provide the necessary eatable to their chil dren. Nocilla provides hassle free and quick nutritive breakfast for them.This behavior is in any case applicable for people with a busy manner style and always on the go. Segmentation To better inveigle our target audience our advertising agency has unflinching to break down pat(p) our consumers into sub group of consumers that have ssimilar needs, desired product benefits and purchase behavior. We have decided to segment our consumers by dividing them into Demographic, geographic and Psychographic segments. Demographic Segmentation Our target consumers would be of the age between 6 to 25 years. They are generally kids, teenagers and grownups of that specific age category who share a love for a chocolaty breakfast.We can to a fault include the household of parents who likes a nutritious breakfast for their kids. Geographic Segmentation As for the note Nocilla is a premium product with a premium price. So our main target location allow be the city areas like Dhaka, Chittago ng, Sylhet and other major city concentrate on regions. Psychographic Segmentation Our segmentation also depends on the life style of the consumers who would like a ready and fast breakfast as they lead a very busy life. Nocilla only requires a little amount of prison term to be spread on bread and to prepare. TargetingWe are targeting our consumers based on differentiated marketing. We are targeting kids, teenagers, and grownups. Again, our target segments include parents and other persons with busy life styles. Positioning We go forth position Nocilla as A tasty and nutritious breakfast. one of the prime causes for the fall of the Nocilla brand was its excessive counselling on the taste of the product. As consumers became more concerned over pabulum Nocilla began to lose consumers and thus Nocilla began to lose its brand image in Bangladesh. Thats why we are also foc use on the Nutrition component part as equally as taste.Creative Strategy Art Direction The tasty attribute s of the ad-campaign volition mainly focus on the positioning concept- A tasty and nutritious breakfast. In our campaign, all the advertisements give be tell in such a way so that they represent a creative mixture of both factors- Tasty & Nutritious. Also all the ads leave indirectly communicate the quick preparation factor. Production Values For our advertisement campaign, production values plays a very important role in order to convince completely different type segments.Firstly, to cast the kids we have to use our audio and video options in such a way so that our advertisements provide a infantile representation. Again to attract the parents and grown-ups, our opthalmic representation should be in communicative style. Now, to maintain these objectives, we have developed our advertisements accompanied with a proper mixture of communicative style and childish appearance. To create an appropriate ad-campaign for the re establishment of the brand Nocilla we will need the fo llowing components of the copy platform ) The sales of Nocilla have drastically declined collectible to the excessive attention drawn towards the taste criteria, instead of illustrating it as an exemplar breakfast spread. b) Our primary objective would be to include the feed and quick prepare ability of a Nocilla breakfast along with the taste criteria. c) unlike before Nocilla would be packaged in different sizes of glass jars and its food color will differ with the contents of jar. There will be 4 varieties of Nocilla to be marketed in Bangladesh. Its packaging will also contain the nutrition chart which will be easily readable by the consumers. ) The visibility of the target audience will be verified from our studies of the audience analysis and their behaviors. e) After a careful study of the Bangladesh Market we have come to see that there is quite a few numbers of competitors of Nocilla in the market. One of the prime competitors of Nocilla was found to be Nutkao. Origina ted from Italy, this product has offered to competitors different shapes and sizes of the product check to the family needs. The vvariety of the jars and the illustrations visualized emphasizes on it being a family food to be eaten during any time of the day.Another competitor Cokokrem comes from Turkey. This product doesnt have any vvariety in the market but did illustrate a great taste appeal of cocoa which is rare compared to the others. Alpella Krem,Nutella New Cream are also some of the competitors. The mother companies of these products are yet to be recognized. But the nutrition factors of these products do pose a threat to Nocilla. While we have seen Nocilla being priced at only Tk 120/70 based on available sizes, all the other competitors are priced above Tk 200.This suggests that Nocilla have done a good job in keeping the price at a check compared to its competitors. f) The key consumer benefits of Nocilla are- Its tasty, its nutritious, and its quick to prepare. g) Sup port for the consumer benefits The nerve is providing us 4 varieties of the Nocilla products which support our notion of it being tasty. Again we are providing a nutrition chart to support claim of Nocilla being nutritious. The traditional packaging of Nocilla with a plastic cap makes it very easy to use thus further supporting our claim. ) Our recommendation for the organization for the selling dodge will be to use a combination of pull and struggle strategies. They can provide the retail merchants with trade promotions to push demand of the product charm our advertisement will hopefully create a demand among the retailer to store Nocilla on their shelves. i) As for selling style we will go for the soft selling style that mearns we will create an impression in consumers mind which will lead them in taking the end of purchasing Nocilla.Through our ad campaign we will include various kinds of appeals which are- quality appeal, star appeal and definitely sensory appeal. Media Str ategy Determining Geographic Scope As we are reestablishing Nocilla and dont want to devour our advertisers resources by transmitting our advertisements in areas where the products had limited or no demand. So we are concentrating our advertising efforts in cities like Dhaka, Chittagong, and Sylhet. After a few months of operations, we will use BDI and CDI to evaluate our performance.Scheduling the message As an advertising agency, we formulate to determine the timing of our message when the people in the target audience are very much receptive to the medium we are intending to use. We have decided on the continuity of our message by adopting pulsing. As our target audience are more receptive towards our ads during the earlier eruption i. e. 4-7 p. m. and during prime time i. e. 8-11 p. m. The size, length and position of our ads will be contumacious as per the advertising objectives creative strategy, budget, and reach frequency requirement.In case of TV, we picked telepho ne circuit i and NTV for running our TV commercialiseds. For NTV, we have selected a total of 22 spots for running our ads with duration of 30 seconds. In Channel i, 6 spots have been selected for running the same 30 seconds advertisement. For ingrain media, we have decided to put on a total of 75 insertions, with a combination of full size, 40col-inch, 24col-inch 18col-inch ads. Selecting the media After analyzing the media audiences, media environments and the competitors media usages, we have decided that our Media Mix will consist of print media electronic media (television).We will also be doing other out-of-home advertisements. Calculating the damage efficiency The media mix will be selected by calculating the Cost per Thousand (CPM) of that particular media according to the data available from the company. Print Strategy We plan to utilize the print media by advertising our product in the newspapers only. Magazines are not appropriate according to us for our food product . Thus by advertising in the daily newspapers in our limited budget would be the most cost effective strategy to reestablish Nocilla.We are basically advertising in The Daily Star and The Daily Prothom-Alo. After initial advertisements in these two popular print media we will move on to other newspapers aft(prenominal) analyzing the effectiveness of the advertisements. The detailed planned budgeting strategy for utilization is provided in the accessory section. Headlines, Body copy and Slogan Headlines We will introduce various types of Headlines to attract our consumers at separate time periods. First, we will use news headlines which will describe the new arrival of Nocilla.Again to represent the product quality we will use benefit headlines. These headlines will be presented to our audience time to time. One example of our headlines is- The new taste of breakfast. Body Copy A very important characteristic of the advertisements is they all will consist prove and caption copy. T he main purpose of doing this is to visually attract our target segments. Sometimes there will be pictures of Nocilla jars providing product information. And some other times images of kids will be introduced accompanied with concrete messages.Slogan As we are reestablishing Nocilla, we will introduce a new slogan- Wake Up, Boost Up and Break Out. This new slogan is necessary to create a new brand image. This slogan has been developed in such a way so that it is stylish rich to attract kids and teenagers and it is encouraging enough for the parents and grown-ups. Television Advertising As for television advertising we will go only for cable channels- Channel I, NTV. This is mainly because our target market is not the mass market. Infact, we are targeting only the city centered consumers.So, they can be easily reached using the cable channels. Our advertising type will be both participation and spot announcement. This campaign will involve acquire ad spots for some particular progr ams and also purchasing segments of commercial times from the TV. Our planning for Television advertising will include amount the TV audience using program rating selecting time periods that is early fringe and prime time understanding TV ad rank using the formula of CPP placing TV ads based on availability and using special TV services that is provided time to time by the TV channels.