'Tibbat Bangladesh\r'

'Introduction The art of advertisement is a problematic hire out. It is not in truth easy to impress the attend of the target audience and cause a effective perception of your yield. Creating a good perception takes the line of business to whole cutting level where advertisers must touch on the audience learn roughly the growth. This instigates an even harder job, to prosecute the audience to make the decision in your favor. The job is even harder when you flummox to pursue the audience astir(predicate) a product which has failed once in the past. such is our mission in reestablishing one of our favorite sustentation faults on the past, ‘Nocilla’. Grupo Nutrexpa’ is the m another(prenominal)(a) confederation of ‘Nocilla’. The company is headquartered in Barcelona, and it was set up in the 1940s with a view to produce feed which was â€Å"tasty and passing nourishing”. Nutrexpa offers five kinds of ‘Nocillaâ€℠¢ with different colors and assay which be ‘Nocilla Bokawa(cake)’; ‘Nocilla Postres (a liquid chocolate which is dod on ice-cream,burgers etc)’; ‘Nocilla sticks (flour sticks& chocolate)’; ‘Nocilla Vasos (red, green, light blue, glass jars)’; ‘Nocilla Tarrinas (two chocolate flavor)’. fundamentally ‘Nocilla Original’ was grocery storeed in Bangladesh.At the beginning of the 1990’s it was getable in our local market though a food importing company of Bangladesh called ‘Sajeeb Corporation’. For the pursuit of our project we argon assuming that Nocilla is being re launched in Bangladesh and the hard task of announce about this forgotten product has been handed to an advertising company man historic periodd by us. Advertising Objectives Sales Objective: It is open that Nocilla’s sales in Bangladesh prevail declined drastically over the last a few(prenominal) years. So o ur master(prenominal) and ready objective as the advertising authorization is to boost the sales of Nocilla.Since there ar genuinely little mearns of communicating Nocilla to the consumers, we tidy sum implement advertising which is a dominant force in the marketing mix for Nocilla. Communication Objective: As we ar re posture Nocilla with the concept of both Taste and Nutrition, we occupy to communicate this information to the enamour target consumers. by dint of our advertising, we feel to make sure the kids get the smack of strain and the parents get the essence of Nutrition. Audience abbreviation As per our analysis, our audiences are our target consumers for whom Nocilla would be reestablished.Kids are in truth fond of chocolate and would very cheerfully grab the oopportunity to change their traditional eat with something more chocolaty and tasty. Teenagers al carriages look for different types of taste in their eat. They prefer a fast and easily makeable bre akfast that would nimblely set them free to get mobile with their activities. Also they may prefer the taste whenever they would manage to concur quick snacks. Parents always look to stick out the needed nutrition to their children. Nocilla provides hassle free and quick nutritious breakfast for them.This behavior is excessively appli strain for plenty with a busy life means and always on the go. part To better pull in our target audience our advertising agency has unyielding to break down our consumers into sub group of consumers that arouse ssimilar drives, desired product benefits and purchase behavior. We realize opinionated 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 main(prenominal)ly kids, teenagers and grownups of that specific age category who share a love for a chocolaty breakfast.We can also hold the ho usehold of parents who similars a nutritious breakfast for their kids. Geographic Segmentation: As for the eccentric Nocilla is a premium product with a premium cost. So our main target hole depart be the city areas like Dhaka, Chittagong, Sylhet and other major city pertain regions. Psychographic Segmentation: Our division 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 solo requires a little amount of beat to be spread on bread and to prepare. TargetingWe are targeting our consumers ground on differentiated marketing. We are targeting kids, teenagers, and grownups. once more, our target segments include parents and other persons with busy life styles. Positioning We forget position Nocilla as ‘A tasty and nutritious breakfast’. One of the prime causes for the fall of the Nocilla brand was its excessive focus on the taste of the product. As consumers became more concerned over n utrition Nocilla began to escape consumers and thus Nocilla began to lose its brand image in Bangladesh. That’s why we are also nidus on the Nutrition factor as evenly as taste.Creative Strategy Art Direction: The delicate attributes of the ad-campaign depart mainly focus on the positioning concept- ‘A tasty and nutritious breakfast’. In our campaign, all the advertisements go forth be directed in such a way so that they check a creative multifariousness of both factors- nippy & Nutritious. Also all the ads lead indirectly communicate the quick preparation factor. Production set: For our advertisement campaign, production values plays a very important role in order to jaunt completely different type segments.Firstly, to attract the kids we have to use our audio and video options in such a way so that our advertisements provide a childish deputation. Again to attract the parents and grown-ups, our visual representation should be in communicative style. Now, to maintain these objectives, we have developed our advertisements tended to(p) with a proper mixture of communicative style and childish appearance. To stool an appropriate ad-campaign for the re establishment of the brand Nocilla we pull up stakes need the following components of the copy platform: ) The sales of Nocilla have drastically declined due to the excessive attention worn towards the taste criteria, instead of illust evaluate it as an ideal breakfast spread. b) Our primary objective would be to include the nutrition 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 colour will differ with the contents of jar. There will be 4 varieties of Nocilla to be marketed in Bangladesh. Its promotion will also contain the nutrition map which will be easily readable by the consumers. ) The profile 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 receive to see that there is quite a few numbers of rivalrys of Nocilla in the market. One of the prime competitors of Nocilla was open up to be ‘Nutkao’. Originated from Italy, this product has offered to competitors’ different shapes and sizes of the product agree 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 sentence of the day.Another competitor ‘Cokokrem’ comes from Turkey. This product doesn’t 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 scramble’ 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, it’s nutritious, and it’s quick to prepare. g) Support for the consumer benefits: The presidential term is providing us 4 varieties of the Nocilla products which pledge 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 strategy will be to use a combination of pull and push strategies. They can provide the retailers with trade promotions to push demand of the product while our advertisement will hopefully create a d emand 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 consumer’s mind which will lead them in taking the decision of get Nocilla.Through our ad campaign we will include discordant kinds of appeals which are- quality appeal, star appeal and definitely sensory(prenominal) appeal. Media Strategy Determining Geographic Scope: As we are reestablishing Nocilla and don’t want to languish 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 plan to determine the timing of our message when the people in the target audience are very much receptive to the medium we are intend ing to use. We have distinct on the continuity of our message by adopting â€Å"pulsing”. As our target audience are more receptive towards our ads during the â€Å"early fringe” i. e. ; 4-7 p. m. and during â€Å"prime cadence” i. e. ; 8-11 p. m. The size, length and position of our ads will be determined as per the advertising objectives: creative strategy, budget, and clench ; frequency requirement.In case of TV, we picked Channel i and NTV for trial our TV commercials. For NTV, we have selected a total of 22 spots for lead our ads with duration of 30 seconds. In Channel i, 6 spots have been selected for running the same 30 seconds advertisement. For print 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 competitor’s media usages, we have decided that our â€Å"Media Mix” wi ll consist of print media ; electronic media ( tv set).We will also be doing other out-of-home advertisements. Calculating the cost force: The ‘media mix’ will be selected by designing the Cost per Thousand (CPM) of that detail media according to the entropy available from the company. Print Strategy We plan to hire 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 mundane Star’ and ‘The Daily Prothom-Alo’. After initial advertisements in these two popular print media we will move on to other newspapers after analyzing the effectiveness of the advertisements. The tiny planned budgeting strategy for utilization is provided in the appendage section. Headlines, Body copy and Slogan Headlines : We will bring out various types of Headlines to attract our consumers at separate time periods. First, we will use ‘news headlines’ which will make 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- â€Å"The new taste of breakfast”. Body Copy: A very important characteristic of the advertisements is they all will consist ‘picture and caption copy’. The 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 stack awayd accompanied with concrete messages.Slogan: As we are reestablishing Nocilla, we will introduce a new motto- â€Å"Wake Up, Boost Up and Break Out”. This new slogan is necessary to create a new brand image. This slogan has been dev eloped in such a way so that it is stylish enough to attract kids and teenagers; and it is back up enough for the parents and grown-ups. Television Advertising As for television advertising we will go only for parentage 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 exploitation the cable channels. Our advertising type will be both participation and spot announcement. This campaign will consider buying ad spots for some particular programs and also purchasing segments of commercial times from the TV. Our planning for Television advertising will include criterion the TV audience using ‘program rating’; selecting time periods that is early fringe and prime time; understanding TV ad rates 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.\r\n'