Promotional Management

MKT337.1
Project on IMC plan of “Quick Bite” Biscuit

Prepared for: Ehfaz Nowman

Lecturer: School of Business & Economics
North south University

Name ID SL No
Tasfiq Raiyan Khan 2013400030 20

Md. Farabi Mostazir 2011540030 15

Mohammed Mahtab 2013746630 21

Ahamed
Ishtiak Qoraishy 1931927030 13

Nishat Sultana 1812679630 06

 Acknowledgment
First, we would like to express our gratitude to the All-Mighty Allah for allowing us to work on
such a brilliant idea and execute it successfully. We would also like to express our sincere gratitude
to our course instructor, Ehfaz Nowman Sir (EHN), for allowing us to complete this project and
for his time and guidance. We are grateful to him for his advice and guidance and it's our honor to
have Ehfaz Nowman Sir (EHN) as our course instructor. We also want to thank our group members
for their efforts and cooperation in completing this challenging report. The report is prepared for
our academic course Promotional Management (MKT 337), and our main aim is to show the IMC
plan of “Quick Bite” through this report.

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 Executing Summary
Our products under the Brand "Quick Bite" introduce healthy food habits to Bangladesh's people.
"Quick Bite" is a new biscuit Brand in Bangladesh and a new addition to the Biscuit Industry. We
aimed to capture all the biscuit markets in Bangladesh for our Brand products. First, we have done
a PESTEL Analysis of the "Quick Bite" glucose biscuit, and we can see that our products are
suitable for the Bangladesh market and fit for the people of Bangladesh. For market segmentation,
we have chosen Geographic and Demographic segmentation as our market segmentation strategy
because we are targeting the people of Bangladesh as our target customer, and we are also targeting
every age, gender, and social class people as our targeting customer. So, we can say that "Quick
Bite" is targeting the mass market since it is the need of every individual within Bangladesh. But
we are especially targeting students and working-class people because they need the energy food
most and as our product is energy biscuit, it will completely suit them. We have also surveyed the
food habit of the people, when they are hungry and what type of food they take to boost their
energy, and from the survey, we came to know that our products will add a good diet or good food
habits to the people. As a differentiation strategy, we are focusing on the low-price strategy. We
are using competitive pricing to compete with our rivals. We are also focusing on good quantity.
We also use a value-based positioning strategy to capture most of the target audience. We have
also done 4p's, which are the key factors in marketing a product. The price of our product will be
between 5-8 taka it will be available at all the places in Bangladesh. Our products are made from
healthy ingredients, and we have three products. We are using short videos for advertising, such
as TVCS and OVCS. We are also using radio, billboards, and titles for our advertising. Our title is
"বাাংলার এনার্জি, বাাংলার ববস্কুট.” Our products are intended to give people energy and make their
daily life easy.

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Contents
Acknowledgment ......................................................................................................1
Executing Summary .................................................................................................2
Background/ Situation analysis ..............................................................................4
Market Segmentation ..............................................................................................5
Targeting ...................................................................................................................6
Differentiation and Positioning...............................................................................9
Price, Place, and Product ......................................................................................10
Promotion................................................................................................................12
Client Brief..............................................................................................................14
Creative strategy ....................................................................................................16
Media Strategy .......................................................................................................18
Budget......................................................................................................................23
Measure/Control ....................................................................................................28
Conclusion...............................................................................................................28
Appendix .................................................................................................................29

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 Background/ Situation analysis
Quick Bite Glucose Biscuit will be launching the market where the market of glucose biscuits at
present in Bangladesh is in such a condition that it is neither saturated nor too much market gap is
existing as well. The foremost valuable way of considering market potential is as the full sum of
an item or item lesson, which would be sold to an advertisement in an indicated period and beneath
a given set of conditions. Sometime recently assuming to characterize advertise potential, we must
be guaranteed that we have a common understanding of the more fundamental term-market. A
showcase could be a gathering of potential clients who have something in common. Indeed, two
decades back, the scone showcase in Bangladesh did not have a parcel of assortment. Nabisco
Glucose roll and Al-Amin pineapple were the two fundamental choices shoppers were stuck with
it. Munching on the cookies (2019).

PESTEL Analysis of Quick Bite Glucose Biscuit:

1. Political: The political impact on the affiliation is on a fundamental level impacted by the
open law and rules. The trade has to fulfill its necessities advertised by the government else
it should pay a fine. Quick Bite Glucose Biscuit is in common sense strengthened by
Government to fulfill all of the criteria of necessities like shows of success and prosperity.
In an endeavor to communicate extraordinary food, Quick Bite Glucose Biscuit is altering
the basics of food and refreshment making. This may trigger the infringement of
authoritative rules and rules.
2. Economical: The number of shops stocking these things being sold from these shops is
going down since of weak customer ask. The obligation structure-GST is impacting this
organization. When looking at their match Quick Bite Glucose Biscuit —we ought to put
it along these lines; more luxurious Bangladeshi people could be racking plans to buy
another vehicle however they aren't killing rolls, however. Bangladeshi people spend more
on moves than on toothpaste, sound skin things, shampoos, and diminutive noodles set up
together.
3. Social: The social condition keeps changing over time just like the way of the client despite
their methodology for life. Trade can't be profitable till the affiliation isn't focused on the
living course of activity of the client. Quick Bite Glucose Biscuit is figuring out how to
meet its goals as the world remains looking for solid food.

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 4. Technological: A great FMCG company is continuously subordinate on a tall quality item
with a great rack life as well as the generation which meets the request. Quick Bite Glucose
Biscuit as a company has continually enhanced and contributed to moving forward the
innovation at their company. All its items are made in the state of the craftsmanship
production lines with the most elevated levels of cleanliness being kept up. Since these are
nourishment items, the innovation is centered on keeping up the quality of the nourishment,
great bundling & a long rack life.
5. Environmental: As on account of the gathering of a more prominent number of things
there can be a danger in case the benefits utilized are recyclable or not. The company has
truly contributed to ensuring the environment through different activities over the nation.
The company has too centered on natural inviting strategies of generation. To conclude,
the Quick Bite Glucose Biscuit PESTLE Investigation highlights the different components
which impact its trade execution. This understanding makes a difference to assess the
criticality of outside commerce components for any brand.
6. Legal: Considering the overall condition in the Bangladeshi glucose biscuit market, it can
be said that the company will not have to face any legal issues unless there arise any serious
problems.

Market Segmentation
We are working on the project "Quick Bite," and as we are targeting the customers of
Bangladesh, we took Geographic and Demographic segmentation as our market segmentation
strategy. Market segmentation divides a market into groups with common needs and demands
that respond similarly to marketing situations. Market segmentation allows marketers to target
their right audience in the right way. Our product, "Quick Bite," is an energy biscuit that helps
people to gain calories, and our product is designed for every ordinary people in Bangladesh.

Our first market segmentation strategy is geographic segmentation because we are targeting
customers who live in the area of the geography of Bangladesh for our Product, "Quick Bite."
Geographic segmentation divides the audience into groups according to the regions in which they
are working or living. As our country, Bangladesh has a vast number of working-class people. Our

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Product will suit them perfectly because working-class people need energy during their work
where the energy biscuits are an excellent source for gaining calories and energy.

Our second market segmentation strategy is demographic segmentation. Demographic

segmentation is a process where the market is divided based on age, sex, family size, education,
income, and social class. For our Product, "Quick Bite," we are targeting people of every age, sex,
income, education, and social class people. We are targeting every single individual who lives in
Bangladesh.

Targeting
“Quick Bite” is targeting the mass market since it is the need of every individual. Hence, we
have segmented into two categories; demographic and geographic. Although we will especially
target students and working-class people. The demand for biscuits is really high in our country.
2.09 Kg is the per capita of people consuming bakery items in Bangladesh; which is increasing
rapidly.
Therefore, we did primary research on this. The method was a survey. A survey form regarding
the demand for energy booster food was circulated to university students and some job holders.
The survey can validate the target market we have selected and the demand for our product is
correlated.

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The above graph shows that most of the people consume energy booster food. 80.5% of people
consume tea/coffee which is not at all healthy for them. It can cause diseases.

Most of the people frequently take energy booster food/drink. Hence, we want to give them a
healthy alternative by providing our product in the market.

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The data shows 87.8% of people are willing to have a healthy alternative to energy booster
products.

Lastly, 87.8% of the people would like to have biscuits as a healthy alternative to energy booster
products.
Also, we did secondary research, and the method was to review articles. Nabisco’s glucose
biscuit is a tea biscuit which is a demanding product. The glucose biscuit is an energy booster
product. This does not specifically justify our target market, however where we are targeting

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almost every individual and want to make it on a daily basis we need to boost energy therefore
this review helped us to make decisions regarding our target.

Differentiation and Positioning

The differentiation process requires how Quick Bite Glucose Biscuits differentiates its goods and
services from those of its rivals. Based on distinctive traits, attributes, and functions, positioning
refers to the place a brand or a product like Quick Bite Glucose Biscuits has in the minds of
potential customers.

Differentiation is the process of setting one product or service apart from its rivals. To avoid
having their goods overlap with those of a rival, which would reduce client loyalty and sales,
businesses frequently employ this marketing technique.

Social media has transformed how businesses might use differentiation techniques. Customers
may more easily pick between different brands of identical items because they utilize social
media platforms to exchange material and interact with one another.

We may distinguish Quick Bite Glucose Biscuit in a number of ways. We could provide them at
a lower price than our rivals, deliver greater value than they do, or open up new markets for
goods that weren't previously available. We may also rearrange the way our products or services
are displayed, perhaps using packaging with an interesting color scheme.

Quick Bite Glucose Biscuit is an energy biscuit with competitive pricing. In Bangladesh, there
are not a lot of products of this kind. Select competitive advantages that work well with the
marketing plan for a quick bite. To better comprehend the competitive posture of competing
brands in the marketplace, marketing managers might create perceptual maps.

One of the most popular strategies used by companies to set themselves apart from rivals is
price. This distinction occasionally results through pricing battles between rivals, but it often

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results from businesses charging less to draw in more clients. That’s how Quick Bite Glucose
Biscuit gets a competitive advantage over all other competitors.

Another frequent method of promotional differentiation is quality. While being the best product
on the market isn't always attainable, certain businesses can stand out by offering superior or
distinctive quality. For example, Quick Bite Glucose Biscuits can promote itself as a good
quality product at a minimum price for everyone.

Lastly, utilizing the marketing mix and promotion mix, position the brand as a provider of higher
value to the target category and successfully communicate this position to customers.

The business will adopt a low-cost approach to maintain its market-leading position. In the end,
it makes it easier for us to compete. The foundation of our business is our pricing approach. In
addition, because of the enormous volume of manufacturing, it has been able to control costs. As
Quick Bite Glucose Biscuit keeps its cost somewhat cheaper while concentrating on the volume
approach, it concentrates on quality, which allows us to reach a large audience. Because of its
pricing approach, the firm will continue to thrive and generate money in both good and bad
times. So, if we use Value Based positioning strategy then we can capture most of the target
audience.

Price, Place, and Product

Price

Quick Bite's low prices and high-quality products will help the company reach new heights and
beat out the competition. The price must be between 5 and 8 taka, so the company's profit margin
will be low. Because of this, it will help make this cookie a national cookie. The low price will

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make it available to everyone in the country, from the rich to the poor. We're focusing on the
packaging that costs as little as possible.

Place

Here Quick Bite Glucose Biscuit is our Driver product, So the profit margin for this product will
be less. Also, this product will be available in every corner of the country. Thus, our company
will be able to make a reputed face in front of the nation. We target our retail sellers from a
village tea stall to a luxury grocery store in the capital city of Dhaka.

For the other two products: Butter biscuits, Diabetic biscuits the strategy must be different. Tea
stalls generally don’t have customers who will be willing to buy a full packet of Butter biscuits
or Diabetic biscuits. For these two categories, we target choose grocery stores as our retailers.

Product

Bangladeshis constantly eat biscuits. Breakfast, office break, tiffin, evening snacks, and late-
night hunger. Quick Bite Glucose biscuits satisfy Bangladeshis' stomachs. The Quick Bite
Glucose biscuit is perfectly fit to fill the hunger of the people of Bangladesh. The biscuits are
very healthy and have a great taste. Glucose biscuits are good for your health because they give
you energy right away and can also help when your blood sugar is low.
Ingredients:
• Wheat Flour
• Sugar,
• RBD Palm Oil,
• Invert Syrup,
• Leavening (Ammonium Bicarbonate, Sodium Bicarbonate),

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 • Salt,
• Skim Milk Powder,
• Artificial Vanilla Flavor,
• Vegetable Emulsifiers (soya Lecithin or Esters of Mono and Diglycerides and Sodium
Stearoyl-2-lactylate) And Sodium Meta Bisulphite As A Preservative.
Initially, we have three products:
1. Glucose biscuit (50GM)
2. Butter biscuit (150GM)
3. and Diabetic biscuit (150GM)

Special attention is paid to the fact that raw materials are bought with care and caution and that
high standards of hygiene are kept in all of its manufacturing units. The fact that biscuits are
good all over the world has made them a winner in the eyes of the average person.

Promotion

Advertising: We will create some short videos for advertising, such as TVCs and OVCs, and the
audio voice-over will be used in radio broadcasts. Still, photography will be taken for use in
newspapers and on billboards. and the campaign's title will be

"বাাংলার এনার্জি, বাাংলার ববস্কুট”.

We are searching for two more campaigns; basically, the short OVC and TVC will serve as a
series, bringing attention to subsequent efforts.

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 • ১ টাকায় খাবার, বিবকৎসা ও আইবন সহায়তা! It will be a collaboration with a well-
known organization called the Bidyanondo Foundation. The fundamental idea behind
this campaign is that for every packet of biscuits sold, 1 taka would be donated to the
Bidyanondo Foundation.
• Biggest National flag using our packets of biscuits: We planned to redesign our
packaging as our national flag for the forthcoming 16th of December. and will inform our
customers to dispose of their garbage in a certain location so that we may collect them
and collect all of those packets to create the largest national flag.
Through this campaign we will able to achieve:

• We were able to raise awareness among individuals to dispose of biscuit packets in a

specific place, it will also issue environmental regulations.
• We will be able to attract global attention to our country, and obtaining a Guinness World
Record will also assist us in attracting the attention of the entire nation and establishing
our biscuit as Bangladesh's national biscuit, as stated in the tagline.
Sales Promotion: In order to encourage shopkeepers to place orders for biscuits from our
company, we will give them a dozen biscuits if they buy three carton boxes of biscuits from us.

Public Relations: There will be a QR Code scanner as well as other information such as email
and phone number so that they can easily scan it and contact us. When a customer scans the QR
Code, their unique information, such as their phone number and email address, is saved in our
database so that we can contact them when necessary.

Direct Marketing: Every time we conduct a campaign, our database will assist us in
communicating with our target audience. We may communicate with our clients directly by
using succinct emails and SMS.

Interactive Marketing: We will create 10 vans and distribute them to various locations, including
schools, colleges, residential areas, and crowded locations like the new market. These trucks will
hand out biscuits for free and ask passersby if they think they taste good, among other things.
Additionally, our salesperson will inform them of our campaigns and the benefits and
drawbacks.

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 Client Brief
An IMC plan's function is to address the customer group with a consistent message. The 4 Ps are
used to position a brand's values in the minds of consumers. Promotion combines the other
3 Ps—Product, Place, and Price—and uses them to communicate with the intended audience.
Therefore, conveying the right message and images to customers is crucial. And now an agency's
job, which starts with completing a client brief, begins. The primary purpose of the client brief is
to assist the agency's planning and creative team in developing the strategy, overarching concept,
and narrative that the brand will follow and deliver throughout its campaign.

Quick Bite Ltd. made the decision to collaborate with an outside agency to handle all of the
promotional tasks and arrange media exposure in order to spread the word about the brand and
product to the targeted audience. After gathering information, Quick bite Ltd. decided to work
with our advertising agency to develop and distribute the message to the target audience in the
most effective manner.

The Client Brief paper, which was sent to us by the A/C Executive of our agency's client service
department, is included below.

Brand Description

In Bangladesh's Food and Beverage industry, the biscuit category has a newly formed brand
called Quick Bite. For those who want a biscuit at any moment, the company offers energy
biscuits.

• Parent Company: Quick Bite

• Category: Biscuit
• Products:
1. Glucose biscuit (50GM)
2. Butter biscuit (150GM)

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 3. Diabetic biscuit (150GM)
• Sector: Food & Beverage
• Segmentation: People who want a biscuit at any time.
• Target Market: People of various ages and socioeconomic groups.
• Positioning: Biscuits for those in need of quick energy.

Brand Objectives

• Enhance consumer awareness of the brand.

• Attractive and constructive positioning.
• Long exposure and significant consumer contact.
• Maintain consumer involvement and persuade them to buy quick bite products.
• Ongoing interest in the product.
• Have to deliver 3 TVCs.
• Have to deliver advertisements for Newspapers and magazines (Print media).
• Have to deliver Billboards and hoardings promotion.

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 Creative strategy

Quick Bite Ltd. is the client of our AC Executive, who has just returned with the client brief and
presented it to the planning division.
We deduced from the Client Brief that quick bite Ltd. is a new Food and Beverage company that
seeks to establish itself in the market by releasing new goods. They intend to establish their
position in the market by raising brand recognition, and over time, they want to gradually gain a
sizable market share among all the individuals of different ages and socioeconomic classes, who
are their target market. They plan to sell a product that is a glucose biscuit that provides those
who are hungry with rapid energy. With all these benefits, the company has an advantage over
rivals thanks to its reasonable price strategy.
The planning department has developed a message to assist in their goal-achieving and has
distributed the responsibility to the Art and Copy portion of the Creative department in their
Creative Brief.

The Big Idea

After reviewing and considering the client brief, the planning department has developed a tagline
that, hopefully, conveys the message the organization wishes to convey and provides a roadmap
for the future. We worked hard to be delicate, elegant, and exact when developing this large idea
so that the consumer could truly comprehend what the brand stands for, what it delivers, and the
advantages the product will bring to their lives. Following the discussion, we came up with the
following broad idea:

"বাাংলার এনার্জি, বাাংলার ববস্কুট”.

This was chosen as the Big Idea because it aligns with the company's promise and affiliation, and
the target market will have no trouble understanding the company's message offering. This big
idea will cover all segmentation and this will demonstrate that the brand's advantages,
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dependability, and trustworthiness are unmatched by those of its competitors. This is also our
tagline for all advertisement and IMC tools.

Our creative team will work to position and communicate this idea to the audience. Our job is to
use IMC technologies to develop artwork and creatives for the brand and the product in such a
way that the company gains significant exposure among the intended audience by effectively
communicating the message. The creative team is in charge of producing all the deliverables that
quick bite requested.

We will plan campaigns like "Bijoy Offer," and "Energy for the Youth” for the promotional
activities. We intended to redesign our packaging like our national flag for the upcoming 16th of
December as part of the "Bijoy Offer" campaign and will advise our clients to dispose of their
trash in a certain spot so that we may pick them up. We will then gather all of those packets to
make the biggest national flag. raising awareness and showcasing the features and qualities of
the product Additionally, our team will produce material that uses both an emotive and logical
approach to draw in customers. In TV commercials and other promotional materials like
discounts, coupons, games, and others, we'll advertise the product, contrast it with other brands
on the market, and also appeal to consumers' emotions.

Our Unique Selling Point (U.S.P) have to be

“১ টাকায় খাবার, বিবকৎসা ও আইবন সহায়তা!”

Quick Bite is a biscuit-producing company in Bangladesh. There is nothing particularly unique

about that, but quick bite faces stiff competition. However, if we want to stand out from the
competition, we must demonstrate to the buyer how we are special. It must be original,
functional, and theoretically straightforward. This one-taka donation campaign will therefore be
the quick bite's selling pitch. A well-known organization called the Bidyanondo Foundation will
collaborate on it. This campaign's central premise is to donate 1 taka to the Bidyanondo
Foundation for every packet of biscuits sold.

Our company's distinct place in the market is defined by our unique selling proposition, which
gets to the core of what we do: the value we provide and the challenge we address. A compelling

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USP articulates a particular advantage that Quick Bite offers over its rivals and sets it apart from
the competition.

Media Strategy

Since media is faster than previous and so many people use it, new for the people of Bangladesh;
thus, we will use these data to our advantage and design our media strategy. In all media
strategies, there are 3 main categories. The first one is Broadcast media, the second is print
media, and the last is Alternative media. We'll use media strategy to execute our promotional
conditioning to successfully capture our implicit consumers. Then, we will bandy our entire
media strategy which we will be using to promote our product biscuit.

Broadcast media

Broadcast media can help to reach a good number of consumers. It takes only a few times to get
consumers’ attention through TVCs and RDCs by broadcast media. It plays a vital part when it
comes to being flashed back in consumers’ minds. We plan to design our broadcast media using
rationally and emotionally. We will execute our advertisement through scientific and
comparison.

Television Commercial (TVC)

TVCs are one of the most effective worldwide broadcasting media. We will be using both
emotional and rational appeals. We'll focus on emotional appeal similar to a fear of children
having health issues after eating any biscuits. We will focus on rational appeal similar to pressing
the USPs of our product. We're using both emotional and rational prayers so that we can make
people understand why they should buy our glucose biscuit rather than others. To produce an
appeal to the consumers and attract them, we will be making some TVCs and each of them will
be less than 1min because the public won’t like long ads. Each of the TVCs will be published

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according to the plan. We'll broadcast our TVCs through Channel I and ATN Bangla, two
notorious Bangladeshi string channels. Because of their high TRP, these two channels will insure
maximum content. We ensure that both of the television channels will telecast our TVCs 5-10
times per day. Our thing is to broadcast our TVCs during the high time which is from 8:00 pm to
10:00 pm. We'll try to manage to put our TVC during some of the notorious programs similar to
high-time time news, after a break of any natok or news, etc.

Radio Commercial (RDC

RDCs are one of the oldest and most worldwide broadcasting media. To promote our product,
we will be using the audio performances of our TVCs. Since it’s insolvable to produce the same
prayers as through TVCs, thus we will promote our product biscuit on “dhakafm90.4’’ the most
popular radio station in Bangladesh. We'll try to put our RDCs at least 20 times per day during
the high time which is from 11:00 am to 06:00 pm in between some of their notorious shows.

Print media

Print media plays an important part in reaching implicit consumers. People do not fluently forget
about print media advertisements as they can keep the advertisements for unborn references and
can also go through the advertisement again and again whenever they want. It also doesn't get
discarded right after it’s being read like a broadcast media advertisement. We are planning to use
some of the notorious diurnal reviews (both Bangla and English interpretations), and daily and
yearly magazines. We'll also use circulars which will be distributed to our targeted audience
through journals. We're planning to design our print media grounded on rational prayers which
will punctuate the benefits of using our products. Newspapers and magazines are printed media.

Newspaper

For printed advertisements, we can use a complete page or half of the pages according to cost
price packages. The cost newspaper advertisements are very much expensive but at the same,

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they time it can reach a large number of audiences who reads the newspaper daily. We will use
some of the leading and well-known Bangladeshi daily newspapers such as Prothom Alo, Dainik
Ittefaq, and The Daily Star. We will provide leaflets in the daily newspapers highlighting our
tagline. The leaflets will cover our product’s picture, price, and USPs. We are targeting to print
leaflets for around 50,000 copies in every quarter month of the year.

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Magazine

We are planning to publish our advertisements in some of the famous magazines such as Unmad,
shaptahik2000, etc. We will publish a 50-sponsored article in Weekend Tribune and The Star.
Here, we are planning to sponsor an article related to our biscuit. We will also publish one full-
page printed advertisement on Unmad, shaptahik2000. These magazines will give the consumers
more insights about our products and help us to attract more consumers.

Alternative Media

We have social media advertising, outdoor advertising, advertisements on the Internet, etc.
Alternative media can reach more consumers than the other two media.

Outdoor advertising

Here it refers to billboards, banners, etc. We are focusing only on billboard advertising. We'll
target the billboards from high business roads, schools, and signal stops. We're planning to use 5
billboards inside Dhaka megacity. We're targeting Motijheel Shapla Chattar and Mohakhali
flyover roads. We'll also use 5 billboards around 5 major Metropolises of Bangladesh. We're
targeting to use 5 billboard advertisements in Chittagong and 5 billboard advertisements in
Khulna, Sylhet, and else.

Social media advertising

Social Media is the most effective way of digital advertising. In the modern age, no one does not
use social media platforms. We use most using media Facebook. It can fluently reach people
around Bangladesh. Social media is an ideal way to capture consumers’ attention at any age.
We'll open our page on the Facebook runner for “glucose biscuit” from where we will run all of
our social media juggernauts. New updates, rearmost crusade details, and new promotions will
be posted on our Facebook page. We'll also get detailed client feedback from them.

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Official website

Your website is all yours. You don’t have to worry about appearing in sales because it’s a
company website, and people anticipate you to tell them about your products and services. While
a lot of consumers check out brands while they’re on social media, your website is where they’ll
head if they've questions about your brand and what you have to offer. On your website, they can
learn about

• Your charge
• How do you get started?
• Who you are
• Your platoon
• The details about your products and services
Whether you’re a slipup and mortar business, or rigorously digital, you need a website. Whether
you feed to other businesses or individual consumers, you need a website.

Budget

Initially we are budgeting between 2-3 Crores Taka in order to reach our target using IMC tools
and including promotional expenditure rates. Hence, we might need extra budget if the price varies
for the quality of the materials.

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Broadcast Media Budget for 12 Months

Channel I (12 Months)

Ad Duration (Frequency/ Total

Segment Unit Cost Days Calculation
(In Seconds) Day) or Unit Amount

5 TVCs/
25,000/5 5 Days/ 8
TVC 30 5 5*25,000*40 5,000,000
Days/8 Weeks
Weeks

ATN Bangla (12 Months)

Ad Duration (Frequency/ Total

Segment Unit Cost Days Calculation
(In Seconds) Day) or Unit Amount

5 TVCs/
33,000/5 5 Days/ 8
TVC 30 5 5*33,000*40 6,600,000
Days/8 Weeks
Weeks

DhakaFM90.4 (12 Months)

Ad Duration (Frequency/ Total

Segment Unit Cost Days Calculation
(In Seconds) Day) or Unit Amount

20/
5 Days/ 12
RDC 30 20 3,000/ RDC 20*3,000*60 3,600,000
Weeks
(3 Months)

Total Amount 15,200,000

TVC: We are airing TVC of 30 secs; 5 times a day to reach the audience on Channel I and ATN
Bangla both. TVC will be airing 5 days a week for 2 months. Each time it airs on the channel it
costs 25,000 BDT and 33,000 BDT on Channel I and ATN Bangla consecutively.

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RDC: We are airing TVC of 30 secs; 20 times a day to reach the audience of DhakaFM90.4.
TVC will be airing 5 days a week for 3 months. Each time it airs on the radio channel it costs
3,000 BDT.

Print Media Budget for 12 Months

Total
Items Unit Unit Cost
Calculation Amount

22,000/4
Newspaper
3 weekdays (4 3*22,000*64 4,224,000
Ads
Months)

10,000/Month
Magazine Ads 2 2*10,000*4 80,000
(4 Months)

1 leaflet/
50,000
Leaflets 50000/ Quarter 50,000*7*4 1,400,000
Copies/Tk 7/
Quarterly

Sponsored 3,000 (6
50 50*3,000 150,000
Article Months)

5,854,000

Newspaper: The static ad will be circulated on 3 newspapers as previously mentioned. The

static ad will be printed on the newspapers 4 days a week for 4 months. Each day it costs 22,000
BDT.
Magazine: The static ad will be circulated on 2 magazines as previously mentioned. The static
ad will be printed on the magazines for 4 months. Each month it costs 10,000 BDT.
Leaflets: 50,000 leaflets will be printed each quarter and it costs 7 BDT each.

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Sponsored Article: 50 articles will be published for 6 months and each costs 3,00 BDT.

Alternative Media Budget for 12 Months

Total
Items Unit Unit Cost
Calculation Amount

300/Square/Qu (300*300=
20 (300 Square
Billboard arter (For 3 90,000) 1,800,000
feet)
Months) 20*90,000

Facebook 31,800 (For 1

-- -- 31,800
Page Boosting month)

Facebook Post 1 42,000 (For 3

-- 42,000
Boosting (Unique/Week) months)

Website 42,400
-- -- 42,400
Maintenance (Yearly)

1,916,200

Billboard: 20 Billboard will be placed for 3 months. The billboard size is 300 square feet and each
costs 90,000 BDT.

Facebook Page: “Quick Bite” Facebook page’s boosting will cost 31,800 BDT for 1 month and
1 unique static post per week for 3 months will cost 42,000 BDT.
Website Maintenance: “Quick Bite” website’s maintenance cost is 42,400 BDT a year.

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Total Media Costing

Items Amount

Broadcast
15,200,000
Media

Print Media 5,854,000

Alternative
1,916,200
Media

Total Amount 22,970,200

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 Measure/Control

The market share we gather in one year will measure our success of the strategy we have taken to
pull this off. The measures are:

1. Consumer awareness will be measured by our website visit traffic and Facebook post
views
2. Constructive positioning will be measured by our billboards specially. The sales at our
billboard area’s store will be the main key to measure the attractive positioning of the
brand
3. The interest in the product will be easily measurable by collecting reviews from
consumers. Through online surveys, offline survey at households, Universities and
Companies or some small campaigns where consumers will be invited via social media.

Conclusion
So, based on the report, we can say that our brand is based on the Biscuit industry, and our
products are mainly energy biscuits that give people energy. We mainly target the Bangladeshi
people as our target customers. Bangladesh has many working-class people and students, who
are the main target for our products. We have used IMC tools such as advertising, public
relations, direct marketing, and interactive marketing to promote our brand and products. We
have used geographic and demographic segmentation to target our customers. We have also used
low pricing and good quality strategy for the differentiation strategy, and for positioning, we use
a value-based positioning strategy for positioning strategy. The title for promoting our brand is
"বাাংলার এনার্জি, বাাংলার ববস্কুট.” Finally, we can say that we can promote our brand, “Quick
Bite,” through the IMC tools we have mentioned, and our products are good and fit for the
people of Bangladesh.

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 Appendix

References:

Shastri, A. (2022a, October 21). Detailed Marketing Strategy of Parle - 2022 Update. IIDE.

https://iide.co/case-studies/marketing-strategy-parle/

Team, D. C. (2022, January 16). Differentiation in Marketing - With Examples. Deskera Blog.

https://www.deskera.com/blog/differentiation-in-marketing/

Strategy. (2020, June 4). Marketing Strategy : Parle-G Case Study Solution. EMBA Pro for

Executive MBA Professionals.

https://embapro.com/frontpage/marketingstrategyanalysis/3470-parle-biscuits

Coleman, B. (2021, September 20). How to Write a Creative Brief in 11 Simple Steps [Examples

+ Template]. https://blog.hubspot.com/marketing/creative-brief

Noyon, A. U. (2019, September 3). Munching on the cookies. The Business Standard.

https://www.tbsnews.net/economy/munching-cookies

What is Content Marketing? (n.d.). Content Marketing Institute.

https://contentmarketinginstitute.com/what-is-content-marketing/

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