1.
BIG BABOL
April 23, 2017
Report on:
REVITALIZING BIG BABOL
Submitted to
EMRAN MOHAMMAD
Lecturer
Department of Marketing and International Business
North South University
Submitted by
Group name: WOW
Section: 05 Course: MKT465
Name ID
IFFATH MAHJABEEN IQBAL 142 0272 030
FAIRUZ AHMED 1330930630
AL EMRAN NOMUN 1410697630
SAMIUL ISLAM 1411313630
REZWAN AL SABAB 14200590030

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BIG BABOL
April 23, 2017
Acknowledgement
This report was made possible by the contribution of our hard working group
members. They spent hours discussing the parts of this report, spent a couple of
sleepless nights trying to enrich this report with as much information as possible,
precisely presenting the information. Next, we’d like to thank our instructor Mr.
Emran Mohammad (EMD), for providing us such an interesting project. Firstly, we
would like to thank our instructor to allow and support us to work on this project.
Firstly we are thankful to him that has assigned us such an interesting project to work
on. This has given us the opportunity to implement what we learn in brand
management so far. Working after this assignment has boosted our skills in
developing revitalization plans and presenting the ideas. However, we, the group
members, would like to express our gratitude to the above people for their help and
support in every step and turn of this report. Without these great people our report
wouldn’t have been where it is today.

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BIG BABOL
April 23, 2017
EXECUTIVE SUMMARY
This report is about revitalizing the brand BIG BABOL. At first we have shown
some survey reports about our brand . Then we have done a detailed research
on the target market segmentation , direct & indirect competitors of big babol.
The market overview and CBBE model of this brand has been explained very
briefly and following that we have given the brand elements along with the
brand associations . The logos , character slogan and packaging has been
mentioned in the brand element section briefly. At last we have revitalized the
brand using 4P’s of marketing mix which are product, place, price and
promotion. In promotion we have tried to cover IMC too. Thus we have
successfully revitalized the brand BIG BABOL.

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BIG BABOL
April 23, 2017
TABLE OF CONTENT
1.Company overview
.2Why Big Babol?
3.Target market segmentation
4.Competitor analysis
5.Market Overview
6.CBBE Model
7.Brand elements
7.1. Brand name
7.2. Brand Associations
7.3. Logos & symbol
7.4. Characters
7.5. Slogan
7.6. Packaging
8. Revitalizing Big Babol
8.1. Product
8.2. Place
8.3. Price
8.4. Promotion
8.5. IMC
a) Television
b) Print Media
c) Internet and Social Media
9. Conclusion
& References

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BIG BABOL
April 23, 2017
Company Overview:
Big Babol is a product if Perfetti Van Melle Pvt. Ltd. which was establish on 1900.
They are one of the largest manufacturer and distributor of confectionary and chewing
gum throughout the world. They produce imaginative products or brands, which are
enjoyed in over 150 countries. In 1970’s PVM start to produce several candy and gum
brands. Big Babol is one of those brands. Since Big Babol was introduced, it has been
favorite among children around the world. It was available in mouth-watering fruit
flavor. It has no rivals when it comes in the market. It is now available in India, Italy,
Turkey, Russia, China, Indonesia and Vietnam. Once it was available in Bangladesh
also, but it is no longer available now.
WHY BIG BABOL?
We choose Big Babol for our revitalization plan. Now the question is why we choose
Big Babol? We conduct a very short survey about Big Babol Chewing Gum. The first
question to respondents was do they know about Big Babol or not. The 100%
respondents said they know. The second question was do they like it. More than 90%
said they like Big Babol. We asked our respondents that is it available or not in their
nearby shop. More than 60% said it’s not available in their nearby shop and 38% said
it’s available. Big Babol is not available in every place like before. Though it’s not
available in everyplace, we asked our respondents that do they want Big Babol
available in their nearby shop. 75% of our respondents said yes, they want this
chewing gum in their nearby shop. At the end of our survey we asked our respondents

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BIG BABOL
April 23, 2017
to rate Big Bable according to their previous experience. More than 42% it 5 out of 5
as best and 38% rate it 4 out of five.
So from our survey we can clearly see that Big Babol is a well-known chewing gum
among the consumers. But it’s not available from last few years. The consumers also
want it in their nearby shop. For this reason, we are thinking if we revitalize it little
differently, we will successfully grad our target market again.

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BIG BABOL
April 23, 2017

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BIG BABOL
April 23, 2017
Target market segmentation:
The target customers are both kids and young adults. Our target market also includes
people who belong to middle-middle and upper-middle class families as
confectionary items especially chewing gums are normally luxury items. We are
usually following undifferentiated marketing strategy to target our consumer; the analysis of
the profile of the target market is discussed below-
Geographic:
Location: for location we are targeting both urban and sub urban places.
Demographic:
Age: The age range of our target consumer is 5-35 years old young adults.
Occupation: we did not target a population with any specific occupation. However,
their personification was a person of such a group who is engaged in fun activities.
Income: As we are targeting both kids and young adults, it can be comprehended that
we have targeted a group with not so high income. However, Big Babool has
emphasized more on the lifestyle and behaviour of consumers rather than their
income. We believe that Big Babool is quite affordable for our target market because
of the reasonable pricing.
Psychographic:
Lifestyle: we have also focused on our customer’s lifestyle in product, advertising
and packaging. We have tried to target people who are stylish, fun loving and young
at heart.
Personality: The customers of the Big Babool are mostly fun oriented people which
include especially the experiences. The target groups may have fun loving
personalities who is clear both inside and outside, who think easily and can also
express easily through Big Babool.

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BIG BABOL
April 23, 2017
Competitor Analysis:
Every business has both direct and indirect competitors. A direct competitor is brands
that offers the same product within the same category & satisfy the same need. An
indirect competitor is brands that offer different products from different category but
satisfy the same need.
As for Big Babool, we have direct and indirect competitors under the same parent
company and in the current market.
Competitors under parent company
Direct competitors Indirect competitors
Center fruit Mentos
Center fresh Juzt Jelly
Competitors in current market
Direct competitors Indirect Competitors
Extra Tic Tac
Orbit Polo
Spout
Pran bubble Gum & Atom gum
MARKET OVERVIEW:

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BIG BABOL
April 23, 2017
CBBE MODEL:

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BIG BABOL
April 23, 2017
Brand Elements of Big Babol:
BRAND NAME:
The brand elements are trade mark able devices that serve to identify and
differentiate the brand. The name od the Brand BIG BABOL is descriptive in
nature because it gives us the idea of the benefit and features of the Bubble Gum.
The Brand Mantra of BIG BABOL is given below:
Brand Name Emotional
Modifier
Descriptive
Modifier
Brand Functions
Big Babol Fun Family Food
The brand associations of Big Babol is what people perceive in their minds about
The brand. What are the things that can be related with Big Bubble so that it can
become a strong brand which will have :
1) Brand Identity so that consumers can recognize the brand
2) Brand Meaning so that consumers can understand what are the brand
assosiations which can be both functional and emotional in nature.
3) Brand Responses so that consumers can give positive feedback , response
perceptions about the brand.
4) Brand Relationship so that consumers can connect with the brand and
build an emotional bond with the brand
The brand associations will ensure the brand retention in the minds of the
consumers about Big Babol.

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BIG BABOL
April 23, 2017
LOGOS & SYMBOL:
The Logo is a HYBRID LOGO. It is Pink and blue with a picture of bubble and a
little bit of white. The logo gives us a feeling of cheerfulness and joy.
Characters:
We will introduce a new Character for our Big Babol which is “BLUE GENIE” .
This is a part of our revitalization strategy. This character will create more
Likeability for our brand and will also help to enhance the visibility due imagery
of the brand. It will also enforce human values and characteristics than other
elements which will make it more attention grabbing. It will provide licensing
properties too. And The BLUE GENIE also has an IN DEPTH connection with our
SLOGAN because BLUE GENIE will fulfill wishes of others and our BIG BABOL
will also help to fulfill wishes of its consumers through words.
Big
Babol
CHILDISH
LIKABLE
CHEERFUL
FUN

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BIG BABOL
April 23, 2017
SLOGAN:
“ MAKE YOUR WORDS COME TRUE”
This slogan is also a part of our revitalization strategy. We will run a campaign in
which we will try to establish this idea that BIG BABOL will help you to convey
your message to your loved ones.
PACKAGING:
This is our major POD ( POINT OF DIFFERENCE ) in our Revitalization strategy
compared to other competitors in the market. We have tried to create a
DIFFERENTIATION in case of packaging our bubble gum which will be liked by
all and also cost effective.
We will have two new packaging of our bubble gum
BUBBLE BALL PACKAGING:
First one is a pink shaped bubble ball with a letter encrypted on the surface. On
opening the pink ball there will be a bubble which will be radium made so it will
illuminate and inside there will be bubble gums. This packaging is a symbol of
light and happiness in our life because we have our loved ones in it.

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BIG BABOL
April 23, 2017
This one is made of pink hard plastic which can be opened from the upper
portion of it. This plastic is very cheap and it will not cost more than 4taka on
each ball packaging.

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BIG BABOL
April 23, 2017
Inside the bubble there will be a radium made squishy transparent ball which is
called “ Bowls of light” inside which there will be our circle shaped bubble gum.
This packaging will attract a lot of customer attention as it is a very appealing
and beautiful . You can make your loved one feel very special with this bubble
ball as they will illuminate in dark place and you can give them a surprise by
arranging different letter balls in a place and let them figure out what you want
to tell them.
LOVE FOR ALL PACKAGING:
The Second packaging will be like an envelope with a letter encrypted on it .This
packaging is name “love FOR ALL” . It is a symbol to express your feelings toward
your loved ones. Through this envelope of different letters you can actually make
a sentence and give it to your loved ones to figure that out by themselves. It will
make the whole process interesting and fun.

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BIG BABOL
April 23, 2017
REVITALIZING BIG BABOL:
For revitalizing BIG BABOL we will focus on the 4P’s of marketing mix which are
namely:
1) PRODUCT
2) PLACE
3) PRICE
4) PROMOTION
PRODUCT:
In product we will have variation in only shapes but the flavor and the taste of
the bubble gum will remain the same to create the nostalgic effect when they
chew the gum to remind them of their childhood memories. There will be two
different shapes of bubble gum. Inside the bubble gum packaging there will be
circle shaped bubble gums. Inside the love for all packaging there will be
rectangular shaped bubble gums.

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BIG BABOL
April 23, 2017

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BIG BABOL
April 23, 2017

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BIG BABOL
April 23, 2017
PLACE/ DISTRIBUTION:
In case of place or distribution system we will create our own self managed
distribution system to control our own product quality management and
services. Eliminating the intermediaries in between manufacturer and consumer
will help us to reduce our cost to a great extent. It will also help us to maintain
and on time service with less complications and quality deterioration. In the
picture mentioned below we will follow the method (C ) of
DISINTERMEDIATION.
Manufacturer
own self
managed
distribution
channel
consumer

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BIG BABOL
April 23, 2017
In addition to this we will set up our own store named “ BUBBLICIOUS LAND”
where there will be a BIG BABOL BOOTH and a RIDE in a BIG PLASTIC BUBBLE
BALL which is a totally brand new concept for BANGLADESHI customers. For
riding the BUBBLE BALL in a PASTIC POOL of water the consumer need to buy a
BOX of BIG BABOL worth BDT 100. Then they can ride the BIG BUBBLE RIDE.
This is not costly at all because the ball is made of plastic and the pool is made of
plastic too. So with very low investment we can increase our brand equity to a
great extent. And the consumers can also record the videos of bubble ride and
upload it on the facebook page to get free gifts every month for the most shared
videos on the BIG BABOL facebook page.

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BIG BABOL
April 23, 2017

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BIG BABOL
April 23, 2017
Price:
As we are producing and distributing through our own channel of distribution
the cost of intermediaries will be compromised. So our cost will be low though
our quality of packaging is very good. And we will provide three price offerings
to our customers so that customers can buy whichever they prefer.
Packet Design Price
Mini pack 1 piece for 2 taka
BUBBLE BALL PACKET 10 pieces for 20 taka
LOVE FOR ALL PACKET 10 pieces for 20 taka
Promotion:
We will primarily use three basic promotional tools which are:
1) Advertising
2) Event and Sponsorship
3) Interactive Marketing
In case of advertisement we will use 3D billboard ads,print ads, promotional air
balloons of big babol and we will also make an ad for tv which will be story based
containing a message.

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BIG BABOL
April 23, 2017

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BIG BABOL
April 23, 2017
Event and Experiences:
The BUBBLICIOUS LAND will act as a tool for our event arrangement and we will
also share their experiences online during any big events on our park which will
create a buzz in the market.
Interactive marketing:

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BIG BABOL
April 23, 2017
They can get their Big Babol from a Vending machine by paying the money.and
also record their experiences regarding big babol in that machine.. Those videos
will be posted in facebook. Best video makers on the basis of likes and shares
will get a price of BDT10,000 at the end of the month which will be posted on
facebook page of Big babol.
IMC:

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BIG BABOL
April 23, 2017
Conclusion:
We have utilized all the necessary elements to revitalize the brand “BIG BABOL”.
If it follows all the 4P’s of marketing mix and concentrate on Bangladesh market
a bit more and run all the campaigns of IMC and actively engage their brand in
the minds of the consumer then they can regain their lost position in the market
within no time.
References:
(www.google.com) (www.bigbabol.com) (vinci con big babol)
Works Cited
vinci con big babol. (n.d.). Retrieved from perfetti van melle italia:
www.premieconcorsi.com/contest.php?CID=11039
www.bigbabol.com. (n.d.). Retrieved from www.bigbaol.com.
www.google.com. (n.d.). Retrieved from www.bigbabol.com.
Bibliography
vinci con big babol. (n.d.). Retrieved from perfetti van melle italia:
www.premieconcorsi.com/contest.php?CID=11039
www.bigbabol.com. (n.d.). Retrieved from www.bigbaol.com.
www.google.com. (n.d.). Retrieved from www.bigbabol.com.

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BIG BABOL
April 23, 2017