za n zee creative & strategy pitch

INTRODUCTION

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Za n Zee

BRAND&

360 DEGREE BRANDINGStepping towards as an Ice Cream for Mass Level

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_______________________________________________EXECUTIVE SUMMARY

Market

Kazi Food Industries Ltd introduced “Bellissimo“ brand in Year 2013. A premium brand product in Bangladesh.

Now Kazi Food Industries Ltd would like to introduce “Za n Zee” economy product.

Igloo grabs 40% market share and Polar grabs 35% market share.

Drivers & Challenges

DriversDemand: Increasing consumer

demand for Ice Cream

Youth, children and budget conscious people are major consumers

Family income ranging from Tk 10,000 and above

Growing rural market

Supply: Revenue Introduction of Za n

Zee Rising tendency of

having ice cream Grab share of pie

Challenges New product in the

market Structured distribution

model Branding &

Communication

Trends Growth in demand for economic brand ice cream Distribution partnership between company, distributor & retailers Growth via acquisitions Strong demand for youth

Competition

Economy Product• Igloo• Polar

Domestic Players

Foreign Players

• Igloo• Polar

• Baskin Robbins

• Moven pick

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_____________________________________________________________OVERVIEW

Market has been growing with rapid speed

Market Overview General overviews of ice cream brands

Projections

Revenue: 650 Cr (by end of 2014)

Ice cream sales grew by 8% and contributing 600 Cr

Ice cream parlour restaurants become popular due to many flavors have been introduced

• 72.92% like ice cream → HAPPY MOMENT• 20.48% quoted that ice cream → MY FAVORITE DESSERT• Key preferred flavors → VANILLA & CHOCOLATE• Top 3 preferred brands → Igloo, Polar & Baskin• Top 3 Behavioral Consumption Pattern

Basic Ice Cream Lover 35.42%

Ice Minimalist 27.08%

Ice Cream Value Maximizer 20.83%

• 31.25% prefer new experiences & enjoyment → ICE CREAM PARLOURS

• 4.12% expect more channel development → ICE CREAM PARLOURS

• Data based on online survey report

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___________________________________________________CLIENT BRIEFINGS

KAZI FOODS WANTS A COMPLETE BRAND COMMUNICATION SOLUTION BY TARGETING THEIR SPECIFIC TA/TG THROUGH AN

ATTRACTIVE POSITIONING STRATEGY AND EYE CATCHY COMMUNICATION WHICH WILL BE A WORD OF MOUTH AND

FINALLY WILL TAKE A MARKET SHARE SIGNIFICANTLY.

Major Deliverables/Requirements:

Brand Positioning Strategy IMC Plan with Execution

Creative Sample Brand Execution Process

Event & Activation Suggestion Other ATL & BTL Proposition

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_________________DEFINING THE PRODUCT AND BASIC INSIGHTS

TASTY and Like to Eat/Have Sensuality

Enjoy & Fun Celebrating and Sharing Good

Moments Removing Frustrations & Stresses

Joy & Love of the Moments The Best Dessert

Kid and Young love most

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_______________________________________________DEFINING THE BRAND

Best economy brand in the market. Competitive pricing

Extensive product portfolio Introducing banana flavor ice

creams and ‘2 in 1’ cones Maintains the best standard of ice

cream production International grade designing and

packaging Quality and hygiene assured

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Defining the BRANDEmotionally for effective

Market Positioning (TAG Line/PAY Off Line)which engages TA/TG in a maximum level

as well aswhich will be contemporary

for the all time

_________________________________________________________POSITIONING

BRANDTECH’s Explanation

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“Za n Zee” is such an upcoming Ice Cream Brand which is first ever economic product in Bangladesh, especially

designed for any consumer without any age specification belonging to the middle and lower-middle class. “Ice

Cream” has its own insights also, i.e., mainly related with moments.

So …Za n Zee is saying as its own spokesperson that “I am very economic… so without having any excuse of the moments, any body can have me any time… and finally since it is very

tasty, a challenge to us that “Be careful about your tongue to have me”.

So that …Za n Zee in such irresistible way so that our TG could not able to control their temptation of tasting Za n Zee. Za n Zee is delicious and you don’t need any excuse, occasion

and moment to have a bite on Za n Zee.

__________________________________________POSITIONING RATIONALE

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_________________________________________________________________ROUTE

Where are we taking the Brand?

Ffrom

T

to

It’s not about positioning it’s about trajectory (route)

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_______________________________________________________DESIRED SHIFT

To

FromJust like another

new BRANDZa n Zee

An inspiring, tasty sensual and

friendly BRAND who is itself a

challenge from resistance to eat

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So Za n Zee needs a singular idea to

achieve this SHIFT

And the singular idea will come from an critical analysis of the brand, the ice cream, the TG/TA and the other competitors

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________________________________FACTORS FOR THE DESIRED SHIFT

what are the most important shifts that will help us get closer

to the TA/TG?

what are the most important shifts that will lead the category and grow the brand?

what are the most important shifts that will create optimal

engagement?

how are the beliefs and behaviors of

the TA?TG changing?

P

how are the market forces changing the category?

C

what are the most important shifts I can apply to build brand leadership?

what are the key changes in the

content and media consumption habits

that we can leverage?

C

how can the equities of the

brand be changed to better serve the

business goal?

B

THE BIG IDEA

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TheCoreIDEA

A STORY of ICE CREAM LOVERS WHO CAN SHARE ANYTHING WITH THEIR FRIENDS AND FAMILIES, EXCEPT THE ICE CREAM, ZA n ZEE.

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Make one of the preferred Brand in the Category of the Product in BD for now and for long term vision with continuity, since the market is very big, especially the best friendly Brand to the Middle Class and Lower Middle Class.

Establish Za n Zee as a CONCEPT of rather than a Business to the TA.

Establish a voice over/word of mouth. Establish more visibility and effectiveness through maximum

number of communications as well as maximum consumptions of the product/s in very inspirational look with articulately and sensuality. Use more common sense.

Build Emotional Bondage with the BRAND. Find and Take the First Advantage of the Category Benefit of the

Product (individually) in the industry in the communication, especially the economic brand and the banana flavor.

________________ADVERTISING & COMMUNICATION OBJECTIVES

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ATL Media based, One to One Communication which is backed by BTL followed by B2B & B2C (for the next 06 months to 12 months).

The launch of the Brand will be presented and published via Press ADs & Billboards (ATL) and Posters & Leaflets (BTL).

1st Year communication will be focused mainly BTL activities, such as Branding; Merchandising, Wall Coloring; Activations, etc.

Absolutely based on Target Audience’s POV and their Lifestyles. Detailing of the Communication based on Time, Space & Person and synchronization of these. Direct Communication with more Witty and more Common Sense. Creative will be very simple and emotional. Few will be informative. Creative will be very much aspiring. Creative will be fun loving (humorous) . Short Term: Awareness of the name of the BRAND. Mid Term: Awareness of BRAND to the specific TA/TG. Long Term: Awareness of BRAND as the Leading Full Solution Provider Brand in Bangladesh with Huge Range

of Products (SBUs) as well as increasing Sales. Featuring Za n Zee as fun factor and irresistible brand revolving specially around

youth segment through demonstrating various situation of Za n Zee Ice cream experiences.

________________ADVERTISING & COMMUNICATION STRATEGIES

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Above the Line

TVRadio

NewspapersBillboards

Below the Line

Print (All Sorts of)Direct Marketing

ActivationBranding

MerchandizingPOS, POD & POP

SponsorshipTrade PromotionRetail Activation

New Media

Facebook, Local Blogs & Application

AmbientMobile AD

____________________________________360 DEGREE COMMUNICATION

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___________HIGHLIGHTING EVENTS AND CAMPAIGN CALENDAR

Amplification:Football

World cup

Launching:Bashanta Utshab &

Valentine’s Day

Follow Up: Borsha

Udjapon& Eid ul Fitr

Asia CupCricket Fever

Engagement: Pahela

Boishakh

Follow Up:T20 World Cup in BD

Year End:Carnival & Sole Event

Advertising

Public Relations

Sales Promotion

Direct Marketing

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Press ADs are the followed by Activation & Event

Press ADs are the route of Billboard & all other BTL (Print Media, Branding, New Media, etc.

RDC & TVC are the basic route and different

All Creative must be witty, simple & Unique with the blend of Emotional & Rational Strategy

______CONSIDERATION OF APPROACHES OF COMMUNICATION

Kazi Foods Distributor/ Retailer Consumer

Description

Revenue Split

Develop quality products

Competitive pricing

Grab market share of pie

50% share of voice

Strong branding

Strong distribution network

Attractive sales commission

Distribute/ available 120% of sales ratio

Branding material , specially posted in fridges

Support ice cream delivery to the customer

70% - 80% 20% -30% NA

______________________________________PROPOSED BUSINESS MODEL

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Feb, 2014 – Jan, 2015 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec JanPRESS AD OOH Internet Urban B2C (Consumer BTL) and Urban B2B

TPR SMS Branding & Merchandizing Sponsorship POP/POS/POD RDC & RJ Endorsement TVC Pop UP Activation Digital & Facebook AV & TPR Retail Communication

_____________________________________________________________ROAD MAP

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____________________________________________________TVC ADVERTISING

Impact

72.92% aware on ice cream information from TELEVISION TV Advertisement INCREASE purchase request of

children

TVC making should be attractive, colorful, emotional attachment targeting to youth & children

Spot : TVC in Mid news – 1st mid break, before program (drama, music), ordinary, Off peak & Pop up in entertainment channel and Mid news – 1st Mid break, Off Peak & pop up in News channel

Music program sponsorship could be a good choice

Book Asia Cup, T20 world cup and Football world cup spot schedule

Projected YoY growth 200%

50% share of Voice in Media Channel

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__________________________________DIGITAL, YOUTUBE & FACEBOOKImpact

Small investment in social ads resulted in huge exposure for brand on facebook

Launched facebook fan page at the same time as the Za n Zee website (as opposed to creating a group or Application)

Site became extension of website & incorporated many of the same design elements

Strong call to action back to the website Product & recipe content also lives on the fan page Overall – the facebook experience needs to be relevant,

timely, and aligned with other channels

Projected YoY growth 120%

Promote TVC in FB fan page and FB ad

WOM is helping with acceleration of fans

ImpactLaunch through Valentine’s Day CP OfferCollect 15 Sticks and Get One Ice Cream FreeFree samples of ice cream (in schools colleges)

Sponsoring school functions & college festivals

Printed t-shirts & other DM

Banners in school, college & corporate canteens

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____________________________________________CAMPAIGN/PROMOTION

ImpactLaunching Ceremony of Za n Zee through Mega Store, Activation at Strategic Zones & Retail

Asia Cup, 21st February & 26th March

T-20 World Cup & Pahela Boishakh

Football World Cup

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____________________________________________ACTIVATIONS & EVENTS

Interactive: company will innovatively initiate campaigns using graphics, videos, music, quiz, game or whatever that will be of interest to their vision, to grab attention and interest immediately

Offer free delivery: Company will offer free deliveries if customers order over a certain amount. So, not only customers would have to pay for the product to drive to the store, they don’t even have to pay the delivery costs for the items they order

Store Promotions: Another 1 2 1 way of CRM technique that Za n Zee have adopted to create effective touch point with their customer is by putting their brand in all the chain store specially in Dhaka and Chittagong in this way people can have access easily to the product.• Carnivals: Za n Zee will work their way in the customers heart by knowing them in every way. They will try to promote their products and make sure that their product is available in carnivals and all special events that are taking place.

• Fun Fair : Za n Zee will promote different funfair all over the country to make direct contact with the customers . This way existing customer and new customer both are easily targeted

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____________________________________________________CRM TECHNIQUES

THE CREATIVE

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