kelly’s sneaker cleaner imc presentation

“Kelly’s Sneaker Cleaner”

ForMd Anamul Hoque Rubai

EXECUTIVE SUMMARY

In this plan we will try to cover all the communication tools for marketing or promoting the particular product “Kelly’s Sneaker Cleaner”.

Company Profile

• Chemtrek Industries Bangladesh LTD.• Objective• Mission• Vision

Introduction

• Objectives• Scope• Limitations• Methodology

Launching “Kelly’s Sneaker Cleaner” under Chemtrek

• Choosing Sneaker cleaner• Reasons for Choosing Chemtrek to launch this

product

Marketing Mix for “Kelly’s Sneaker Cleaner”

Competitive Analysis

Opportunity Analysis

• 1. “Kelly’s Sneaker Cleaner” is the first ever produced sneaker / converse cleaning product in Bangladesh. This message will definitely bring a positive impression on the mind of consumer.

• • 2. “Kelly’s Sneaker Cleaner” has the opportunity to effectively reach in the

mind of target customer as it will introduce the new solution of getting instant cleanliness. No other shoe / converse / sneaker cleaner have claimed about that benefit (Instant Cleanliness) before “Kelly’s Sneaker Cleaner”.

• • 3. The “Kelly’s Sneaker Cleaner” has the opportunity to establish its brand

name under the corporate image of Chemtrek Industries Bangladesh Ltd.• • 4. Large scale advertising will provide “Kelly’s Sneaker Cleaner” a

competitive edge over its direct or indirect competitors.

Target Market Analysis

Findings & Survey Outcomes

Findings & Survey Outcomes

Findings & Survey Outcomes

People normally clean their sneaker weekly and monthly. If we relate from previous than we can say, due to hassle for washing the sneaker with soap or detergent they do not bother about cleaning the sneakers every day.

Corporate Strategies

• The Role of Corporate Image• Tangible elements

Communication Tools

• Advertising• Sales Promotion• Public Relations• Direct Marketing• Corporate Name• Logo

Communication Tools

• Package

• Label

Communication Tools

• Intangible elements– Corporate policies– Ideas and beliefs– Culture of the country– Media reports

Brand Development Strategy

Brand Development Strategy

• Brand positioning

• Brand positioning for “Kelly’s Sneaker Cleaner”

‘Instant’ This word conveys the strongest level that means it try to portray the beliefs and values. Because instant clean means within few seconds it can clean off the dirt and brings a new look.

‘Clean’ This word try to convey the medium level. Because this word associating it’s name with a desirable benefit. Here the name clean itself portrays the benefit.

Brand name and logo selection

• Name selection• Logo selection• Brand Sponsoring

Brand development strategy

Pricing strategy of “Kelly’s Sneaker Cleaner”

• Market skimming pricing

• 200 BDT per Bottle

Brand Positioning Strategy

• Distribution Strategy• Public Relation Strategy

Integrated Marketing Communications Management

IMC Objectives

Like all products the goal of the “Kelly’s Sneaker Cleaner” is to increase profits. Company set IMC objectives in 3 stages (to consumers, to business to business and to its distributor) to achieve this overall goals. But in our report we are considering the IMC objective only for the end users

Agency Selection

All of the advertising tools that are being used for our IMC plan is created by the most promising advertising agency named “Creative BIN”. They have provided us

• TVC• On Air advertisements• News Paper• Bill Boards• Banners/ festoons • posters• Stickers

Internet Web Site

.www.chemtrekbd.com

Integrated Marketing Communication Methodologies

• Advertising– Goal

Advertising has long been viewed as a method of mass promotion of a single message to reach a large number of people. There is always a specific goal behind every advertisement. Advertising goal is a particular communication task to be accomplished with a specific target audience in a given period of time. The advertising goal for “Kelly’s Sneaker Cleaner” primarily is to creating awareness among the potential customers. After establishing the brand in the market there will be goals like becoming the market leader

Creative Brief

• Profile of Target Customer• Geographic Area• Message Theme• Supporting Source• Product Benefit• Leverage Point

Consumer Promotion

• Consumer Promotion Selection– Trade Promotion Selection

• Sample Consumer Promotion – Personal Selling– Sponsorship Programs

Database ProgramsData WarehouseDirect Marketing

Media Plan

• Target Audience Selection• Media Objective Specification– Reach– Frequency– Cost per thousand– Cost per point– Impact

Media Plan

Media and Vehicle Selection

• Radio• Print Media– News paper– Billboard– Magazine

Media and Vehicle Selection

– Banner

Media and Vehicle Selection

– Poster

Media and Vehicle Selection

– Television• ATN Bangla• NTV• BTV• RTV• Channel-i• Desh TV• ATN News

Media and Vehicle Selection

• Transit Advertising• Volvo Bus• Ekushey Bus• My Line • Winner Bus Service

Advertising Media scheduling

• Continuity• Flighting • Pulsing

Pulsing“Kellys Sneaker Cleaner” we will be using Pulsing method. On summer time to Rainy Season we will increase our frequency for reaching to the target audience as on those seasons we have seen more dirty sneakers which is hassle for the target customers. In the below diagram we tried to illustrate the idea that we will increase the frequency of advertisement in between April to October as there is rainy season and very hot season of summer where people normally make their shoes dirty.

Media Buying

• Radio– Per day advertising expense will be 55000 and the expense monthly

will be 1650000 and annually the expense will be approximately 1.98 crore

Media Buying

• News paper– We will cover almost half page when “Kelly’s Sneaker Cleaner” will be exposed

for the first time in newspaper. 3 ads will be given sequentially in newspapers. In this case we will give ad in 1st page in 5 selected newspapers Monthly the advertising cost will be 16.4 lacs and annually advertising cost in newspaper will be 1.97 crore

Media Buying

• Billboards– In total to place billboards on the above locations initially, it will cost

15.5lac per six months and annually BDT 30.9 lac.

Media Buying

• Television Media

It can be planned for the new brands TVC for per month basis and we can look for different peak hour packages. In this plan monthly we need 1007000 and annually estimated budget for Television Commercials is over 12 crore

Media Buying• TVC

Media Buying

• Transit Advertising

IMC Budget

Conclusion

This IMC Plan & Campaign is not just about putting a company’s name and logo in front of the target market; it is about building relationships with the potential customers for the Sneaker Cleaner