Cash Cow

Name ID
1. Shawon 19-41496-3
2. Mazin Islam 20-42955-1
3. Morshed Kuly Khan 21-44640-1
4. Faria Ananna 21-44563-1
5. MD. Hasan Iqbal Mahmud 21-44675-1

1 Executive summary

2 Promotion Opportunity Analysis

Here are some promotion opportunities for Bachelor's restaurant:

 Offer discounts and promotions to students and young adults: Bachelor's is already popular
among this demographic, so offering them special deals would be a great way to attract even
more customers.
 Partner with local businesses and organizations: For example, Bachelor's could offer a
discount to employees of nearby businesses or to members of local organizations.
 Use social media to promote the restaurant: Bachelor's could post photos and videos of their
food and drinks and information about upcoming events and promotions.
 Offer a loyalty program: This would reward customers for their repeat business and encourage
them to come back more often.
 Student Night: Offer a discount to students on a specific night of the week.
 Birthday Club: Offer customers a free dessert or appetizer on their birthday.
 Punch Card Program: Give customers a punch card for every meal they purchase. Once the
card is full, the customer receives a free meal.

2.1 Communications Analysis

Here are some advertising options for promoting Bachelor's restaurant to office-going people and
students:
 Social media advertising: Bachelor's restaurant can use social media advertising to reach its
target audience and promote its menu items, special offers, and events. For example,
Bachelor's restaurant can target its ads to people who live and work in the areas where its
restaurants are located. Bachelor's restaurant can also target its ads to people who have
expressed interest in food, dining, or other relevant topics.
 Local search advertising: Bachelor's restaurant can use local search advertising to promote its
business in local search results, such as Google Maps. Local search advertising can be a good
way to reach people who are already looking for restaurants in the area where Bachelor's
restaurant is located.
 Email marketing: Bachelor's restaurant can collect email addresses from customers and use
email marketing to send them special offers, discounts, and other promotional materials. Email

1
 marketing can be a very effective way to reach customers and encourage them to return to
Bachelor's restaurant.
 Content marketing: Bachelor's restaurant can create and publish content that is relevant to its
target audience, such as blog posts, articles, videos, and social media posts. Content marketing
can help to attract new customers and position Bachelor's Restaurant as a thought leader in
the food and dining industry.
 Partnerships: Bachelor's restaurant can partner with other businesses in the area, such as
office buildings, universities, and gyms, to promote its restaurant to its customers. For
example, Bachelor's restaurant could offer a discount to employees of office buildings or
students at universities.

2.1.1 Competitive Analysis

The major competitors of Bachelor's restaurant are:

 Adrok Pizza
 Breeze Restaurant
 Kabab Palace
 MELT

These restaurants offer similar food items and target the same audience as Bachelor's restaurant. They
are also well-known and established brands with a large customer base.

In addition to these direct competitors, Bachelor's restaurant also faces indirect competition from
other restaurants that offer different types of food or target a different audience, but that still
compete for the same dining dollars. This could include casual restaurants, fine dining restaurants, and
quick service restaurants.

2.1.2 Opportunity Analysis

There are many opportunities for Bachelor's restaurant to grow and expand its business. Here are a
few ideas:
 Expand the menu: Bachelor's currently offers a variety of fast-food items, but it could expand
its menu to include more food options like biriyani and desserts.
 Open more locations: Bachelor's currently has only one location in Nikunja-2, Dhaka. It could
open more locations in other parts of Dhaka, like Uttara and Bashundhara.
 Launch a delivery app: Bachelor's could launch its own delivery app to make it even easier for
customers to order and receive their food.
 Targeting a specific demographic: Bachelor's could target a specific demographic, such as
students, young professionals, or families, with its marketing and menu offerings.
 Social Media Marketing: Utilize social media platforms like Facebook and Instagram to
showcase their menu, daily specials, and promotions. Engage with customers and run targeted
ads.
 Consistent Quality: Ensuring the quality of its food remains consistent, as word-of-mouth can
significantly impact sales.

2
2.1.3 Target Market Analysis

Bachelor's restaurant's primary target market is office-going people and students. These groups are
often looking for affordable, convenient, and tasty food options. Bachelor's restaurant meets these
needs by offering a variety of menu items at affordable prices, and by having convenient locations
near office buildings and universities.

Also, Bachelor's Restaurant's target market is families and young people. These groups are also looking
for affordable and convenient food options, but they may be more interested in a wider variety of
menu items, such as salads and desserts. Bachelor's restaurant can meet the needs of these groups by
offering a variety of menu items, including salads and desserts, and by having a family-friendly
atmosphere.

Here are some specific characteristics of Bachelor's target market:

 Age: 18-35
 Gender: Male and female
 Income: Middle to low income
 Education: High school diploma or higher
 Occupation: Office-going people, students, families, young people
 Lifestyle: Busy, active, on-the-go
Bachelor's Restaurant can use this information to tailor its marketing and advertising efforts to its
target market. For example, Bachelor's restaurant could create ads that highlight its convenient
locations and affordable prices, or ads that feature families and young people enjoying its food.
By understanding its target market, Bachelor's Restaurant can develop marketing and advertising
strategies that will help it reach its target customers and grow its business.

2.1.4 Customer Analysis

Bachelor's Restaurant’s customers include:

 Students: Bachelor's offers a variety of affordable food options. Additionally, Bachelor's

restaurants are often located near universities and other educational institutions, making them
convenient for students to visit.
 Young professionals: Young professionals are often looking for quick and easy dining options,
and Bachelor's is a great option for this demographic. Additionally, Bachelor's restaurants often
have a casual and relaxed atmosphere, which is appealing to young professionals.
 Families: Bachelor's offers a variety of food options that appeal to both adults and children,
making it a good option for families. Additionally, Bachelor's restaurants are often family-
friendly, with amenities such as high chairs and booster seats.
 People on the go: Bachelor's is a great option for people who are looking for a quick and easy
meal on the go. The restaurant offers a variety of grab-and-go options, as well as delivery
services.

3
2.2 Market Segmentation Strategy
The survey conducted by Bachelor's Restaurant also revealed the following concerns that will enhance
the target customer groups' perceptions of Bachelor's Restaurant:

Young Men and Women both expressed a generally favorable opinion of Bachelor's Restaurant's
offerings (75%) but also stated that better customer service would influence how the neighborhood
perceives the restaurant (77%). Reduced wait times and better meal quality were also mentioned as
elements that would enhance the new restaurant's reputation (75%).

Middle-class family respondents shared a generally favorable opinion of Bachelor's Restaurant services
(77%), but they also stated that better customer service would change how the community views the
restaurant (77%). This group saw better food quality services and shorter lines at the food counters as
the main justifications for the expansion. The respondents gave the new facility an overwhelmingly
positive (90%) review, assuming the restaurant keeps its promises.

Elderly respondents gave Bachelor's Restaurant's services a lower satisfaction rating (65%) and a
worse customer service rating (30%). The respondents had a favorable opinion of the new facility
(69%), if it can make these improvements.

It will be simpler to succeed with the advertising effort if these difficulties are addressed.
The Market Analysis table illustrates how appealing each market segment is in terms of client
attributes. From 5 (extremely appealing) to 1 (not attractive), there is a classification.

3 Corporate strategies
4 IMC Management
Bachelor’s has budgeted BDT 250,000 for the IMC program for next year.

4.1 IMC Objectives

The IMC plan for the Bachelor’s is to re-establish the restaurant’s brand positioning with the targeted
customer groups. Based on the communication opportunity analysis, the following three IMC
Objectives will be the focus of this IMC plan:

1. Increase brand awareness in the local community.

2. Create a welcoming and inviting atmosphere.
3. Create a strong online presence.

4.2 IMC Budget

Bachelor’s communication budget for year one of operation will be BDT 250,000. The basic
breakdown of this budget will be:

 IMC Objective 1: BDT 150,000

 IMC Objective 2: BDT 37,500

4
  IMC Objective 3: BDT 62,500

60% for Increasing Brand Awareness in the Local Community:

This means a significant part of the money is set aside to let more people in our local area know about
our brand. They will spend BDT 150,000 for things like local ads, supporting community events,
teaming up with local influencers, and showing up at local fairs or events. The aim is to make sure that
the folks living nearby not only hear about our brand but also think positively about it.

15% for Creating a Welcoming and Inviting Atmosphere:

This part of the budget is about making our physical places, like stores or offices, feel really nice and
inviting. They will spend BDT 37,500 for things like decorating the inside, comfy furniture, good
lighting, and anything that makes people feel happy and comfortable when they visit us. When people
enjoy being in our spaces, we're more likely to come back and spend more time there.

25% for Creating a Strong Online Presence:

This chunk of the budget is all about being strong on the internet. They'll spend will spend BDT 62,500
on building and taking care of our website, using social media to tell our story, getting noticed on
search engines, and online ads, and making interesting stuff for the web. Being active online is super
important these days because it helps us reach more people and connect with our customers on the
Internet.
These budget decisions show that we're focusing on growing our brand both in our local neighborhood
and on the web. We're also making sure our physical spaces are comfy and inviting. The percentages
simply show how much importance we're giving to each of these areas in our brand-building strategy.

4.3 Agency Selection

Bachelor’s will create advertisements and catalogs for this IMC of its own instead of using an outside
ad agency.

4.4 Internet Website

The ideal website for Bachelor's marketing plan should be informative, user-friendly, and visually
appealing. It should also be optimized for search engines so that potential customers can easily find it.
Here are some specific features that Bachelor's website should include:
 Homepage: The homepage should be clear and concise, and it should quickly communicate
what Bachelor's is all about. It should also include a call to action, such as a link to the menu or
a reservation form.
 Menu: The menu page should be easy to navigate and it should include all of Bachelor's food
and drink options. It should also include prices and any dietary restrictions.
 About: The About page should tell Bachelor's story and explain what makes it unique. It should
also include information about the restaurant's team and its commitment to quality food and
service.

5
  Contact: The contact page should make it easy for customers to get in touch with Bachelor's. It
should include the restaurant's address, phone number, email address, and social media links.
 Blog: A blog can be a great way to keep customers engaged and informed about Bachelor's
latest news and promotions. It can also be used to share recipes, cooking tips, and other
content that is relevant to the restaurant's target audience.

5 IMC Objective One (Consumer)

Bachelor’s Restaurant’s IMC plan for the consumer section segment aims to create awareness about
the restaurant and spread its name all over Dhaka City. It is to achieve this objective through a
combination of advertising and consumer promotion strategies. The target audience of the restaurant
is people who are aged 18 to 35. This is for the middle and lower income people and students and
young people.

5.1 Budget
The budget allocated for achieving Objective 1 is BDT 150,000. The restaurant plans to allocate 25% of
the budget for the promotion and advertising of the restaurant. The advertising will be done by the
advertising and marketing team of the restaurant. 85% will be spent on advertising, as it is the most
effective strategy for establishing awareness and brand preference. The remaining funds will be spent
on consumer promotions, which will be coordinated with the advertising campaign.

Budget Item 2023 2024 2025 2026

Advertising BDT 75,000 BDT 60,000 BDT 50,000 BDT 40,000
Sales Promotions BDT 30,000 BDT 30,000 BDT 25,000 BDT 20,000
Public Relations BDT 21,500 BDT 16,000 BDT 12,000 BDT 26,000
Direct Marketing BDT 20,000 BDT 20,000 BDT 16,000 BDT 10,000
Total BDT 146,500 BDT 126,000 BDT 103,000 BDT 96,000

6
 Chart Title
160,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

0
2023 2024 2025 2026

5.2 IMC Methodologies

Advertisement Public Relations Direct Marketing Total

Bachelor’s Restaurant will implement an IMC strategy that focuses on advertising and consumer
promotions. The tagline "When hungry, why worry?" will be used with all communication to reinforce
the positioning strategy of offering a delightful and unique taste experience to its customers. The
advertising campaigns will showcase the different variants of Bachelor’s Restaurant's foods and
highlight their quality ingredients. The consumer promotions will offer discounts, freebies, and other
incentives to encourage customers to try the products and promote repeat purchases.

5.2.1 Advertising
The primary goal of Bachelor’s Restaurant's advertising program in Bangladesh is to build product awareness
among the target customer base. With a budget of BDT Tk. 150,000 allocated for advertising, Bachelor’s
Restaurant plans to create a strong advertising campaign that will showcase its different product variants and
highlight their unique taste experience. Of the advertising budget, approximately 25% will be allocated for
agency fees and advertising development costs. This leaves BDT Tk. 150,000 for actual advertising expenditure.
With these funds, Bachelor’s Restaurant plans to create a mix of print and digital advertisements that will be
used throughout the year. The print advertisements will be placed in selected places that appeal to Bachelor’s
Restaurant's target audience. The advertisements will showcase the different variants of Bachelor’s Restaurant's
products and highlight their quality ingredients. The tagline "When hungry, why worry?" will be prominently
displayed in all advertisements to reinforce the positioning strategy. In addition, Bachelor’s Restaurant plans to
create three internet ads that will be displayed on social media platforms and other digital channels. The ads
will focus on informing the target consumers about the foods and ingredients. Bachelor’s Restaurant's
advertising will aim to build brand awareness and drive sales. The emotional appeal and dramatization
framework used in the advertisements will help to create a strong connection with the target audience and
build long-term brand loyalty.

7
5.2.1.1 Advertising Budget
Budget 2023 2024 2025 2026
Social Media BDT 50,000 BDT 45,000 BDT 40,000 BDT 30,000
Online BDT 25,000 BDT 23,000 BDT 20,000 BDT 15,000
Newspaper
Total BDT 75,000 BDT 68,000 BDT 60,000 BDT 45,000

Chart Title
BDT 80,000

BDT 70,000

BDT 60,000

BDT 50,000

BDT 40,000

BDT 30,000

BDT 20,000

BDT 10,000

BDT 0
1 2 3 4

Social Media Online Newspaper Total Series4

5.2.1.2 Creative Brief

The following creative brief will be utilized in designing the initial advertising for “Bachelor’s
Restaurant”.
Objective: To promote the Bachelor’s Restaurant all over Dhaka and increase its loyal consumers by
creating an emotional and pocket friendly connection with the target audience.
Target Audience Profile: The primary audience is young adults aged 18 to 35 who are social, outgoing,
and enjoy indulging in small pleasures. They want to spend their leisure time with their friends or close
people. They are not that wealthy, so the restaurant is more pocket friendly.
Message Theme: The primary message theme will be "Remove your hunger and be happy”. When a
hungry person gets a delicious dish, and it is in a pocket friendly price then we call him a happy person.
The campaign will focus on spreading happiness and Bachelor’s Restaurant delicious foods.
Constraints: The campaign must adhere to cultural and religious sensitivities of the society. All
advertisements must be respectful of local traditions and customs. Additionally, the campaign must
comply with local laws and regulations regarding advertising, including restrictions on the use of
children in advertisements.

8
5.2.1.3 Advertising Design
5.2.2 Personal Selling
Personal selling can be an effective way to build relationships with customers, gain their trust, and
ultimately increase sales. Through personal interactions, salespeople can address customer concerns
and objections, provide solutions to their problems, and provide additional information about the
product that may not be readily available through advertising or other marketing channels. personal
selling is an important aspect of the marketing strategy for Bachelor's restaurant in Bangladesh. The
sales force is responsible for promoting and selling the product through various retail outlets and using
their knowledge and skills to persuade potential customers to buy the product.

5.2.3 Sponsorship Programs

5.2.4 Database Programs
5.3 Media Plan
5.4 Evaluation

6 IMC Objective Two (Distribution channels)

7 IMC Objective Three (Business-To-Business)
8 Samples