MARKETING- 337 TEAM TEMPTATION

IMC Plan. CHUPA CHUPS BANGLADESH

 MARKETING 337
GROUP PROJECT
IMC PLAN ON CHUPA CHUPS
BANGLADESH

Prepared by:

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ABOUT TEMPTATION

AGENCY BRIEF

Temptation is an agency unlike any other in Bangladesh. With one of the

largest communications network in the country with offices in Dhaka,
Chittagong, Sylhet and Rajshahi- we have worked with over 50 companies
since our inception in 2005. We have successfully served MNCs operating in
Bangladesh that include Reckitt Benckiser Bangladesh, Robi, Novartis
Bangladesh and Sony. Our agency has also serviced reputed local companies
such as Aamra Group, United Group and Eastern Housing Ltd.

The story of our success is based on our local network based on relationships
of mutual understanding and respect as well as the dedication and culture of
politeness among our employees. Our complete brand stewardship
allows our local and multinational clients to strengthen their network across
Bangladesh through the design of integrated marketing campaigns that
address the marketing objectives from every feasible dimension.

Temptation possesses award-winning, critically acclaimed creative

directors whose works have ranged from emotional ads that have made
people cry to TVCs with a touch of humor to which one just cant stop
laughing. The praise however has not been limited from the audience alone,
but firms too have praised them thanks to the return on their
investments which no other agency brings as greatly as we do. We do not
need to advertise ourselves as our clients speak for us- we have the highest
rate of client retention in Bangladesh which adds credibility of our promise of
delivering high performance and making sure you get returns on your
investment as if our lives depended on it.

For any company that wants higher profits, its impossible to resist
Temptation

Playing with emotions since 2005

 Details Page
1.0 Executive Summary 2
2.0 Promotion Opportunity Analysis
2.1 Communications Analysis
2.1.1 Competitive Analysis
2.1.2 Opportunity Analysis
2.1.3 Target Market Analysis
2.1.4 Customer Analysis
2.2 Market Segmentation Strategy
3.0 Corporate Strategies
3.1 Corporate Image Strategy
3.2 Brand Development Strategy
3.3 Brand Positioning Strategy
3.4 Distribution Strategy
3.5 Public Relations Strategy
3.6 Evaluation
4.0 IMC Management
4.1 IMC Objectives
4.2 IMC Budget
4.3 Agency Selection
4.4 Internet Website
5.0 IMC Objective 1- Consumer
5.1 Budget
5.2 IMC Methodologies
5.2.1 Advertising
5.2.2 Consumer Promotions
5.2.3 Personal Selling
5.2.4 Sponsorship Programs
5.2.5 Database Programs

5.3 Media Plan

5.4 Evaluation

6.0 IMC Objective 2- Distribution Channel

6.1 Budget
6.2 IMC Methodologies
6.2.1 Advertising
6.2.2 Trade Promotions
6.2.3 Personal Selling
6.2.4 Database Program

6.3 Media Plan

6.4 Evaluation
Table of Contents
2.0 Promotions Opportunity Analysis
The main marketing strategy of Chupa Chups IMC campaign in Bangladesh is to
quickly build brand awareness and loyalty as it re-launches its products in this

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country after a 7 year gap. Our agency wants to utilize Chupa Chups high quality,
worldwide reputation and health-friendly attributes in the market to achieve these
goals.

In Bangladesh, Chupa Chups will start its operations in Dhaka, Chittagong and
Sylhet and the target audience will be middle to upper middle class people.
Although mostly meant for children, an aggressive marketing effort will also try to
create a demand for lollipops among adults. The product is premium in nature and
pricing is more expensive than that of competitors but sales should be high if the
product benefits are utilized properly in marketing efforts.

The success of the company depends on its ability to generate brand awareness,
creating a demand for good quality-healthy lollipops and coming up with a
functional distribution network.

2.1 Communications Analysis

A huge scope for business exists in Bangladesh for Chupa Chups. The country is
among the most populous in the world and its middle class- although small as a
percentage of the total, is still huge in number and growing. Our market research
has indicated:

There exists a scope for sales of a premium lollipop brand in Bangladesh.

The target audience is large enough to generate sufficient profits
It would best to carry out operations in Dhaka, Chittagong and Sylhet
Divisions as most of the target audience are centered around the main cities
of these areas.
The current competitors mostly enjoy only price advantage but in areas of
quality, nutrition, brand value- Chupa Chups is far ahead of them.
Television and print media would be the most effective way of reaching target
customers.
The number of television channels and newspapers have risen over years-
the communication market is becoming more segmented
Scope for viral marketing exists
It is important to adapt to the culture of Bangladesh. Controversial ads may
not go well with the public.
2.1.1 Competitor Analysis
There are few lollipop suppliers in the market. Pran
lollipop is one of the major players. Pran is using a high
frequent advertising to capture and communicate with
their customers. They are attacking the marketplace with
many trade promotions and media advertisements. Since
Pran is very old in the market, they have created a place
in the consumers mind. Bangladeshi consumers see Pran
as an old and reliable manufacturer. It may prove to be a tough competition
between PRAN and CHUPA CHUPS. But other people think that CHUPA CHUPS will be
able to beat PRAN because its an international renowned brand.

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 2.1.2 Opportunity Analysis
The advantage of Chupa Chups above its
competitors is in its nutritional attributes, product
quality, global brand value, financial prowess to
name a few. Therefore, utilizing these points- a
huge opportunity exists for Chupa Chups to
become the dominant lollipop company in
Bangladesh. A large portion of the Bangladeshi
market is willing to pay for quality. Moreover, it is
possible for Chupa Chups to develop brand loyalty
as the brand already enjoys a good reputation
abroad- all it needs to do is make Bangladeshi customers aware of that reputation.
The local companies have failed to engage the interest of the adult population into
lollipops- therefore Chupa Chups can also utilize this opportunity to gain a vast base
of new customers. The marketing of competitors is rather intrusive- Chupa Chups
may be able to shift audience attention to themselves by coming up with more
interactive marketing efforts to increase customer involvement with the brand.

2.1.3 Target Market Analysis

The target market comprises of middle to high income people residing in Dhaka,
Chittagong and Sylhet Division. The age group targeted is mostly children although
adults will also be actively encouraged to consume Chupa Chups. The size of the
audience is large enough to create sustainable profits if capitalized upon. The
middle class audience is also growing fast in Bangladesh. The most prospective
buyers are children who gained attention and interest towards Chupa Chups either
through our advertising campaign or through word of mouth and then desire to buy
the product or people who can afford to sacrifice a small amount of price to gain an
added amount of quality from their purchase. Chupa Chups will appeal greatly to
people whose lifestyle, attitude, behavior, interests or hobbies match with the
image of sweet happiness that we shall portray In short- the target market will be
based upon considerations of demographic, psychographic and benefits sought by
users.

2.1.4 Customer Analysis

Mainly in every market we can see three types of
customers but we are new to the market so we will focus
on two types of customers. One is competitors
customers and another is potential new customers.
Customers buy lollipop for many reasons like, to stop
crying of their children, to fulfill their wants, to pass their
time sucking lollipop, to suck happiness. Usually people
buy lollipop from their nearest retail shops, shops located

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near schools or from shops where the lollipop is found placed at the cash counters.
Various consumers have various needs. Tastes are different to different groups.
Some like chocolate flavor while other likes vanilla and so on. Customers want
different flavor and quality lollipop enriched in high nutritions at reasonable prices

2.2 Market Segmentation Strategy

2.3 Chupa Chups is a product that transcend age barrier. Its a cry stopper
for children and for adults its alternative of
smoking. So rather than focusing only on age we
will segment our market according to
demographics, psychographics and usage.
There are so many reasons for choosing these
segmentation steps.

Demographics- in demographic segmentation we will focus only on income.

Different people have different income. The average income level of a Bangladeshi
is very low. Though Chupa Chups is a premium brand we will serve the higher
income customers in city areas while we will also serve middle income people in
rural areas.

Psychographic are any attributes relating to personality, values, attitudes,

interests, or lifestyles. We can see that different people have different personality
values and attitudes. Values and attitudes differ from person to person. A person
with a certain value will see our product as a good one while others may take it as
bad. Psychographics also includes Lifestyle different people have different lifestyle
patterns and our behavior may change as we pass through different stages of life.
For example, a family with young children is likely to have a different lifestyle to a
much older couple whose children have left home, and there are, therefore, likely to
be significant differences in consumption patterns between the two groups. So we
will divide the market based on common values, attitudes and life styles.

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3.0 Corporate Strategies
The image of Chupa Chups is based on its positioning as a premium brand in
the lollipop market. It can utilize its strength on the facts that it is much
healthier than existing brands in the market. In order to gain a strong share of
the Bangladeshi market, Chupa Chups will also capitalize on the huge amount
of flavors it has to offer that are likely to appeal to the Bangladesh market. As
Chupa Chups previously had operations in Bangladesh, it also has a previous
corporate image which needs to be varied this time. The corporate strategies
that they should follow are described below

3.1 Corporate Image Strategies

Chupa Chups needs to attach a unique and posh image to itself in the
Bangladesh market. Apart from the product benefits, Chupa Chups wants to
instill a feeling of joy and sense of pride among its consumers- the customers
should feel that they are superior to consumers of other lollipops by having
Chupa Chups. It must also be kept in mind that Chupa Chups has a previous
image in the country due to their past operations. However, the strategy will
be different this time. Chupa Chups will also want its customers to know that
whatever their preferred taste may be- Chupa Chups offers them all. But more
than the product benefits, emphasis will be put on developing an emotional
connection and loyalty among customers. Therefore the marketing strategy
will be more interactive and innovative than its previous entry into
Bangladesh. Chupa Chups plans to quickly gain over 50% of the market share
through such marketing efforts and the use of attractive, eye catching
displays, good quality packaging in order to reduce search-time and maintain
a top of the mind position. Therefore, the strategy in compact will be:

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 IN ADDITION, CHUPA CHUPS WILL
ALSO FOCUS ON CAMPAIGNS TO
REASSURE CUSTOMERS OF THEIR
CHOICE AND ENHANCE THE IMAGE OF
PRESTIGE

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3.2 Brand Development Strategy
3.3 Chupa Chups is already a well-established brand outside Bangladesh
and its aim should be to establish itself
just as strongly inside the country. The
brand wants to connect to middle and
wealthy people and establish itself as a
popular snack item and dominant
lollipop company in Bangladesh.
Everyone should have a positive feeling
about the brand and customers should
feel an emotional satisfaction and sense
of prestige on consuming Chupa Chups above cheaper lollipops.

As the image shows- the focus will be to connect the product and the
brand strongly with the heart of customers

The tagline Suck Happiness has a touch of humor to it which is likely to build a
connection with the younger generation and it also focuses on the brands strategy
to focus on the benefits than the product itself. The benefit focused on throughout
the IMC will be Happiness and the aim will be to eventually draw a connection
between the name of Chupa Chups to happiness itself. The loyalty should be build
so strongly that by the end of the year children should be saying I want to have
Chupa Chups rather than simply saying I want to have a lollipop.

The logo will remain the same as that of Chupa Chups worldwide as it stands as a
symbol of quality and uniqueness in the market for lollipops.

3.4 Brand Positioning Strategy

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Chupa Chups should position itself as a
premium item compared to its competitors such
as Pran with focus on its high quality and unique
attributes. The price-quality relationship will be
stressed on. The ultimate aim is to build long-
term relationships with customers and
distribution channel. Chupa Chups will be the
only premium brand of lollipop in Bangladesh, it is
fat free and contains important vitamins- such
USP will carefully capitalized upon in order to
create the image of appearing as a superior
product. Another major difference will be that
Chupa Chups will not only be targeted towards
children but will also try to create a demand among adults. Marketing
communications will focus on building the brand as a synonym of happiness.
Through interactive marketing processes, the brand should be able to form a
connection between the target audience and the distribution channel members. The
brand should be invoking a sense of pride among its buyers for having consumed a
superior item. Whether it is an adult in the supermarket who gives in the temptation
or a child crying for something sweet- Chupa Chups should have the top of the mind
presence for everyone desiring a lollipop.

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3.5 Distribution Strategy
Supplies for production will be bought only from
those who are able to provide the highest quality.
Other areas of emphasis will be on-time delivery and
reasonable pricing. Strong stress will be given on
relationships with every element of the distribution
channel. The distributors of Chupa Chups will be
based on divisions- one for each of the regions sold
in. The wholesalers will be one per district so that
the product efficiently reaches retailers. A database
will exist to help coordinate the overall marketing
effort in distribution. Chua Chups should stress on
retailers to keep a sufficient inventory in their stores
so that customers can readily find it. On time
delivery will be focused on greatly in order to
maintain the image of quality which Chupa Chups
should portray. The product will initially only be distributed in Dhaka, Chittagong
and Sylhet divisions due to its premium nature and the presence of the target
audience in these areas. However, if future market researches indicate that there is
potential for profit in other divisions, then there will be possible plans for expanding
the distribution network.

3.6 PR Strategy
PR consultants of our agency will work actively
with Chupa Chups and monitor both the internal
and external elements of the company to make
sure a positive image is solidly embedded in the
minds of all publics. Other than advocating
positive publicity, we will also do our best to
actively ensure that negative publicity does not
make major news. The fat-free and vitamin
enriched nature of the product will help us
portray Chupa Chups as a brand that cares
about the well-being and good health of its
customers. Facebook will be used extensively to
remain connected with the target audience and
any issues will be addressed quickly. An official fan page will be maintained where
the audience can upload photographs of them eating Chupa Chups and every
month- the user of the photo with the most likes will be sent a carton of Chupa
Chups. The primary objective of the PR campaign is to assist the overall IMC
campaign by providing a consistent image of a premium brand that cares about its
consumers and creating a strong brand reputation in Bangladesh.

3.7 Evaluation
The evaluation mechanism for the consumer promotion will be based on regular
market research conducted to figure out brand awareness, loyalty etc. The results of
such research will tell if the company is in the right track or not. Attitude and
opinion tests will be conducted to evaluate the effectiveness of advertisements. For
the distribution channel, a database will exist to measure statistics which will

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provide valuable information for evaluation. In addition, the results of the campaign
will be evaluated in light of the marketing goals Chupa Chups has and the return on
investment it receives due to its IMC efforts.

IMC OBJECTIVE ONE

5.0 Consumer
Although Chupa Chups has operated in Bangladesh in the past, the awareness
regarding the brand is rather low. Therefore, the prime objective of the campaign
this year is to develop awareness regarding the brand which will eventually be
nurtured into loyalty. Consumers need to be persuaded that Chupa Chups is a
premium product that distinguishes them from buyers of cheaper lollipops. The
product will be positioned so that the target audience gets the feeling that despite
the slightly higher price- the quality more than compensates for it. The USP of
Chupa Chups quality, fat-free nature, vitamins will all be promoted through this
effort. But what will mostly be promoted through this campaign is the benefit-
Happiness. The objectives will be achieved through advertising, extensive
promotional efforts and maintain good public relations.

5.1 Budget
The budget for IMC Objective One is Tk. 4 crores most of which will be spent on
advertising and trade promotions. The reason behind the huge expenses on
advertising is because of the need to build brand awareness first. The consumer
promotions will take place from time to time to ensure that the brand keeps
customers interested and interacts with them regularly. Lastly, PR will assist other
marketing activities and encourage positive publicity among all stakeholders while
actively preventing and refuting negative publicity. Internet marketing will only be
through viral marketing (sharing links, posting regular status etc.) in free social
media- the cost for which will be negligible in comparison.

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7000000
6000000
5000000
4000000 PR
3000000 Consumer
Promotions
2000000
1000000 Advertising

IMC -1 Budge t PR
Ad
CP

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5.2 IMC Methodologies
The primary methods used to implement the goals of IMC Objective 1 will be use of
advertising and consumer promotions combined with public relations that creates
synergy in the overall marketing efforts. Personal selling will not be implemented
due to the nature of the product, instead in IMC Objective 2 the retailers will be
trained to sell Chupa Chups rather than using our own salespersons for consumer
promotions. The aim will be to create brand awareness and develop loyalty. The
message of happiness will be consistent throughout the campaign.

5.2.1 Advertising
It is important for Chupa Chups
to advertise in Bangladesh. It
has been 7 years since Chupa
Chups has done their business
in Bangladesh. So to create
awareness, advertisements
should be done. Advertisements
will create brand image and
position in consumers mind. We
will be using three
advertisement appeals like
Fantasy, and Dramatization while sending the message that it isnt lollipops we
are selling, but happiness. Animation may also be used occasionally in fantasy
situations where people acting are less feasible. About 50% of the Objective One
budget (Tk.2 crores) will be spent on advertising.

The advertising will be pulsing in nature. Initially the advertisements will dominate
the televisions of the country in order to raise brand awareness by the first two
months. Even then, a consistent base will be maintained in order to sustain the
awareness created and in order to develop loyalty. August will witness another burst
of advertisement in order to make sure the large scale contest being carried out is a
successful one. The preferred channels will be ATN Bangla, Channel I, NTV. RTV,
Bangla Vision and BTV although changes may be made after the conduction of our
survey is complete. Print media will also be used to send the same message of
Chupa Chups creating happiness that we want to convey.

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Brand Ambassador: The next thing that the company requires is a strong
spokesperson. Since our product is a lollipop and the target market is mainly
children, we need to choose someone who can reach this children and can deliver
the message. We will make a contract with a junior celebrity. Bangladeshi child
actress Deghi will be our spokesperson for the brand. However, while Dighi remains
the central figure in most ads, a male counterpart
will always be used so that male children do not back
away. Teenagers/adults may appear in ads alongside
Dighi to show the product is not only meant for
children but also for adults.

The reasons for choosing Deghi as our brand

Ambassador are:

1. Likeability: She is well renowned.

Customers like her because of her talent in acting.

2. Trustworthy: She is trustworthy. She has worked with many different

companies but did not switch over to their competitors.

3. Expertise: She has past experience in working with other children and adult
products. She has worked with..

4. Attractiveness: She is considered as an idol to many children across

Bangladesh.

5.2.2 Consumer Promotions

Around 40% of the Objective One budget (Tk 1.6 crore will be spent on CP)

Coupons: A coupon is a price reduction offer given to the customers. We will be

using two techniques of coupons in consumer promotion.

1. Cross-ruffing

2. Bonus-back coupons

The coupons will be distributed during our first 2 to 3 months.

Cross-ruffing: Coupons for a free Chupa Chups lollipop will be given with every
packs of chip; Chips like Potato Crackers, Mr. Twist, Lays and Twister.

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Bounce-back coupons: We will distribute coupons inside the
lollipop wrapper. The coupons will contain various letters and
symbols.\. The aim for the customer will be to collect the
coupons containing letters and form the name CHUPA CHUP
using those letters. The person who will be able to do this, he/she
will win the big first prize- a brand new car. The coupons will also
have symbols of different prizes. For example: Chupa Chup bags,
watches, T-shirt, mug, cap, and umbrella. The person who will get
these symbols will win these items as their prize. This will encourage repeat
purchases. Also it will encourage the customer to switch brands.

Premiums: Premiums are prizes, gifts or other special

offers for the customer. The
customer
receives
these items while

purchasing.

In-or-on-package premiums will be used. With every lollipop will come stickers, and
tattoos within the wrappers. This promotion will be done later in the year. We will
be other gifts like watches, key rings and Chupa Chups jerseys with a pack of
lollipops. For large containers of lollipops, there will be Bags for children.

Contest: We will arrange quiz contests for children in TV

channels in August. All other marketing efforts will
complement this huge contest. The main attraction will be the
Prize list. The list of prizes will encourage children to
participate. The age limit for the children will be from 6 to 15 years. The quiz
contest will be held twice in the year and the quiz contest will be based on the
cartoon shows the children most prefers. Usually children see cartoons like Godzilla,
loony toons in BTV and also they see Sisimpur, which is interactive program for
children. The quiz will be aired right after these programs. The quiz questions will
be based on these shows. The top few winners will receive extremely attractive gifts
like tickets for full family with all expenses covered to Bangkok. This is will hopefully
also actively encourage parents in the Chupa Chups campaign.

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 5.2.3 Public Relations
A fund of Tk. 40 lacs will exist to finance a PR campaign the purpose of which will be
to support the other elements in the IMC structure. Any negative event will be
quickly dealt with and good nurturing relationships should be maintained with all
publics starting from government bodies, banks, nutrition experts etc. Doing so will
no doubt assist the smooth functioning of the overall IMC campaign of Chupa Chups
in Bangladesh.

5.3 Media Plan

The pulsing nature of the ads will boost sales
when Chupa Chups wants them to increase and a
constant level at other times will ensure top of the
mind brand awareness throughout the duration of
the campaign. The strategy will be to
maximize the frequency and reach- thus
profits within the limited budget.

It is required to keep in mind not to make the

ads too lengthy or short. An ideal length of 40
to 50 seconds will be chosen. The advertisements will be aired in Bangladeshi
channels. Our targeted channels are ATN Bangla, Channel I, NTV. RTV, Bangla Vision
and BTV. The targeted media vehicles are kids cartoon and contest shows. The
advertisements will be aired between these shows.

Since Chupa Chups will be launched in January of 2013, we will be implementing the
pulsing strategy on the launching day. Apart from print ads in popular newspapers
such as Daily Star & Prothom Alo, we will be showing our television advertisements
in every Bangladeshi TV channels. During our initial month of launch, we will air
Chupa Chups advertisements 150 times every day in every channel simultaneously.
We will maintain the burst of heavy advertisements for the initial 2 months.
Gradually we will decrease our rate. However, ads will be high in August to support
the trade promotions contest. The time limits of our advertisements will be 30-45
seconds. Lengthy advertisements usually annoy audiences, so we will maintain an
average length of 30-45 seconds. Ads in television, Facebook and print media will be
consistent to send the same message.

5.4 Evaluation
Market research will be conducted towards the end of the year to see that statistics
on brand awareness, loyalty etc. A position analysis will also be done. Our agency
will also carry out opinion tests after every ad campaign to see customer opinions
and collect feedback to make changes as necessary. At the end of the year, it will be
calculated if the return on investment and market share gained compared to the

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promotional expenses was satisfactory and if the goals were reached in order to
determine the success of the IMC campaign.

IMC OBJECTIVE TWO

6.0 Distribution Channel

The distribution channel for Chupa Chups consists of

suppliers, distributors, wholesalers and retailers. The
marketing efforts in Bangladesh will concentrate mostly on
wholesalers and retailers as the supplies for production are
to be imported from abroad to maintain quality. We will
initially pursue selective distribution by focusing mostly in
the divisions of Dhaka, Chittagong and Sylhet and decisions
on spreading the decision net further will depend on the
success during the primary year in this limited region.

Initially our plan will be establishing a strong presence in

middle to high end retailers within our selected regions as
our plan is to position Chupa Chups as a premium product.
Larger retail chains such as Nandan and Agora will be
allowed to surpass the wholesale chain and ship the
products directly if they want to. Initially all flavors will be
distributed in the market with plans to cut down distribution
of flavors that the market will not respond to well in order to
cut ours costs down.

The initial stages will use trade promotions to a large extent to arouse interest in
the product among the elements of the distribution channel. However, as time
passes, we will try to ensure the prevention of dependence of trade promotions.
Instead, our focus will be to make sure that retailers demand our product instead of
us having to push them to buy it.

6.1 Budget

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 Budget Allocation
10000000
9000000
8000000
7000000 Database Marketing
6000000 Personal Selling
5000000
4000000 Trade Promotions
3000000
2000000 Advertising
1000000
0

The budget for IMC in the distribution channel is a total of Tk. 6 crore. A large
chunk of the budget will be spent in the initial stage on trade promotions- the first
two months will see the highest expenditure in order to make sure the product
quickly reaches outlets the target market is likely to visit. The majority portion will
go to retailers while a significant amount will also be spent on wholesalers. Most of
the funds will go the Dhaka region as it is very important to reach the outlets here
because of the premium nature of the product. The expected allocation of funds is
shown below:

Advertising Trade Promotions

BUDGET ALLOCATION
Personal Selling Database Marketing
Personal selling and database
marketing expenses will remain consistent throughout the period. Trade promotion
expenditure varies greatly as initial trade allowances are later replaced with more
interactive forms of promotion with incentives consistently being offered. This is an
estimate budget with considerations to what will help achieve our marketing goals.

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6.2 IMC Methodologies
Advertising will be done in trade journals to develop and implement the distribution
channel. The goal of this part of the campaign is to establish good relations with the
channel members who will convey the product to our target customers. Trade
promotion will be extensively utilized to penetrate to all possible frontiers where the
targeted consumers may purchase Chupa Chups. Personal selling will also play a
major role in building relationships and attracting retailers in Bangladesh while
databases will be kept and updated regularly to ensure greater efficiency in the
overall process.

6.2.1 Advertising
Advertising expenses will be divided into two main parts- trade journals and direct
mail. Trade journals will be approximately 60% of the advertising budget while direct
mails will be used to send advertisements to the major distributors. Internet will be
ignored in the distribution channel as only a handful of large retailers make use of
the technology while mid level retailers across the country are unlikely to make use
of internet. The advertising will be pulsing with a steady rate to make sure retailers
remember the brand with occasional attempts to cause increased purchases.

ADVERTISING
Print ads in trade journals BDT 6,000,000
Direct Mail BDT 4,000,000
TOTAL: BDT 10,000,000
Objective: To ensure the product reaches middle to high level retailers in Dhaka,
Chittagong and Sylhet region in order to increase sales of Chupa Chups and
dominate the lollipop market of Bangladesh. In the long run we want to ensure that
retailers demand the product instead of the company having to push its purchase.
In August, the advertising will be in hopes that stores stock up more products to
support the extensive consumer promotion due to customer target that month. All
the strategies should fit in like bricks to build the perfect structure for the IMC.

Target Audience: Middle & high-end retailers who sell food/snack items in the
areas of Dhaka, Chittagong and Sylhet division.

Message Theme: The message will be consistent with that of the overall IMC
campaign- Chupa Chups brings happiness into life in a sweet way. The elements of
the distribution channel will be portrayed as vital and important links who help end-
customers achieve that happiness.

The support: Chupa Chups is a brand with reputation and history. It is a high
quality premium product that comes in a great variety of flavors that will suit
different people.

The constraints: Local and Indian lollipop companies will be able to sell for much
cheaper and retailers may want to stock those products.

USP: High-quality premium lollipop, various flavors and enriching vitamins

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Benefit: Chupa Chups will allow distributors to sell a well reputed global brand. The
product has a premium image which may improve the reputation of the store.

Leverage Point: The tagline Suck Happiness concentrates on the product

benefits than the product itself and implies that what we are really supplying in the
market is a source of joy for people.

The print ads will be consistent with those of the IMC campaign but the appeal for
reaching retailers will be different. As retailers are likely to make well thought out
decisions, the appeal will be rational with an informative executional framework
with strong focus on the USP.

6.2.2 Trade Promotions

The largest sum of money will be spent on trade promotions which will consist of
allowances, incentives, contests, trade shows, training and POP displays. A total of
2.95 crore Taka will be spent on this segment.

In the initial period, our objective will be to obtain proper distribution and create an
aura of excitement about the product among retailers. The first two months will
witness huge allowances and expenses in organizing a trade show- one in Dhaka
during January and another in Chittagong during February. The trade show will serve
the purpose of linking Chupa Chups with potential retailers in its initial stage and
the allowances will boost the chances of the products reaching the shelves. This will
also ensure interaction between the company and the channel members and thus
form the base of what may eventually be a lasting mutually profitable relationship.

However, the trade allowances be cut from the third month in order to prevent
overdependence. Training programs will be carried out thrice during the year in
different regions in order to develop loyalty and biasness among salespeople. In
September there will be a sales volume contest in large scale where the top 3
winners will be granted two Dhaka-Singapore-Dhaka air tickets covering full costs of
accommodation and entertainment. The contest is likely to highly encourage
Bangladeshi retailers and thus boost sales.

As 50% of all purchase decisions are made in the store- although the number may
be much higher for products such as lollipops, the trade promotion campaign will
consistently comprise of incentives in the form of Cooperative Merchandising
Agreement & Corporate sales program combined with attractive Point of Purchase
displays to ensure that Chupa Chups never fails to capture the consumers eyes. The
design of the displays will be consistent with the overall IMC campaign to make sure
the message stays embedded in peoples hearts and minds.

6.2.3 Personal Selling

Personal selling will be an important element of ensuring good relations with
distribution channel elements. It will also allow much more interactive marketing
efforts and a good level of feedback when dealing with retailers. It will also help
ensure first-hand understanding of which retailers will prove to be more fruitful for
Chupa Chups without the product losing or damaging the premium image it aims to

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portray. The primary advantage from the usage of personal selling with channel
members is increased chances of building better relationships much faster.

6.2.4 Database Marketing

It is important to maintain a functional and updated database in order to keep track
of retailer information such as names, addresses, contact number etc. It would also
help track valuable information on volume of sales, stock-outs, complaints etc. It
would allow filtering and screening of more profitable members of the distribution
channel, thus making it possible for Chupa Chups to put greater concentration on
developing better relationships with these elements.

6.3 Media Plan

Advertisements in the distribution channel will be carried out through two major
media: 1. Trade journals and 2. Direct Mail

The print ads in trade journals will be pulsing. In doing so, not only will retailers
recall the product easily but purchase is also likely to remain high due to the peak in
advertising once in every three months.

Direct mails are more likely to be noticed by large scale retailers in case they ignore
Chupa Chups in the journals. This will ensure that the most important members of
the distribution chain are aware of the product

6.4 Evaluation
The evaluation criteria will be purely based on the measurement of the success
against the pre-campaign objectives set by the company. Return on investment
(sales and increment on sales per month) as well as repeat purchases by retailers
will be calculated when reaching a judgment on the performance of IMC Objective 2.

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