Assignment on Marketing campaign

1. Fairy (Fairness Cream)
Marketing Campaign Planning Design

2. Prepared For
H.M. Tarikul Kamrul
Trainer
bdjobs
Prepared by
Kawsar Ahmed
Assistant Manager (Creative Marketing)
Eon Group of Industries

3. Fairy (Fairness Cream)

4. Objectives
 Introduce high quality fairness product to the customer
and achieve 35% of market share in Bangladesh by
September, 2016.

5. Research
Brand
Name
Price Quality Fragrance Unit Variant
(SKU)
Availability Brand
Image
Packaging
Fairy ✔ ✔ ✔ ✔ ✗ ✗ ✔
Fair &
Lovely
✔ ✔ ✔ ✔ ✔ ✗ ✗
Fairever ✔ ✗ ✔ ✔ ✔ ✗ ✗
Fair One ✗ ✗ ✔ ✔ ✗ ✗
Fair on ✔ ✗ ✗ ✔ ✗ ✗ ✔
Nevia
Sparking
Glow
✗ ✗ ✗ ✔ ✔ ✔ ✔
Roop Amrit ✗ ✔ ✔ ✔ ✔ ✗ ✗

6. 4 P’s
•Discount for
•1.5Months
•Trial10days
• and Advertisement
• Right Distributor select for Thana
Level, Selection Procedure:
Financial Strength, Business Entity,
Involvement of Business & Local
Powerful ( Company > Distributor >
Customers)
•Sachet20gm-30tk
•Tube 50gm- 90tk
•Tube 75gm-120tk
•Tube 150gm-210tk
•Fairy (Fairness Cream)
Product Price
PromotionPlace

7. Advertisement Plan
ATL :
TV Channel: ATN Bangla, NTV & Somay, Time Fix up: 8PM to 10PM. During
time: 40 seconds, 6 moths, when: Natok and Hindi Serial.
Newspaper: Prothom Alo, Daily Jugantor, Page: Last page.( After launch for 2
months)
Billboard: Size: 10’ X 16’, Place: Sadarghat, Komlapur, Framgate, Airport and
Gabtoli. Duration: 1 year.
BTL:
a) Festoon, Stickers, Stand Banner, Leaflet, Shop sign.
b) To show free sampling to Eden Girls College, Viqarun Nessa College and
Fazitunnessa Mohila
c) College before Launch of the Brand. After the show One to One
communicate with users.

8. Advertisement Plan

9. Advertisement Plan

10. Advertisement Plan

11. Advertisement Plan

12. Brand Ambassador & Model
Model: Anarkali
Contact Duration with Model: 1 year,
Product Launching Venue: BICC, Agargaon, Dhaka
Time: 23 October, Friday, 7PM.

13. Brand Ambassador & Model

14. Brand Building After the
Launching
Daily Sales Route: We will do market demarcation as per market size, 1 NSM
monitoring as nationwide. Select for 7 Divisions 7DSM, 8 Districts 1 ASM and
also SR. To emphasis the Urban type outlet.
We will make 4 categories of Outlets. A Category, B Category, C Category and D
Category
SMART Target setting: Considering as new product I have setup sales target
for 1st 3 months sales –BDT 50 lac, 2nd 3rd months- BDT 1 Crore 50 lac and 1st
Annnual-2 Crore 50 lac.
We will follow up regularly my sales team through mail, SMS, over telephone,
phone tracking etc.
For brand building established need to collet competitors Information Update.
I have call Sales meeting at various time, Daily, Half weekly, Monthly and Yearly.

15. Budget and Control
Management has budget taka 2 crore to launch Fairy Brand as market
expenses. The head of expenses are as under:
Sl no. Name of Expenses Amount BDT
a) ATL Cost 75 Lac
b) BTL Cost 20 Lac
c) Brand Ambassador 15 Lac
d) Sales Incentive 20 Lac
e) Launching Program 15 Lac
f) Product Offer 50 Lac
g) Miscellaneous 5 Lac

16. Production Cost
Unit Cost Overhead cost
20gm BDT 9/- 3.5
50gm BDT 27/- 5.5
75gm BDT 36/- 10.8
150gm BDT 90/- 15.5
Selling Price: Profit:
Sachet 20gm: 30/- 17.50/-
50gm: 90/- 75.5
75gm: 120/- 73.2
150gm: 210/- 104.5

17. After Launching Customer and
Consumer Insight Analysis
Awareness 75%
Trail 60%
Repertoire 35%
Regular 22%
Loyalty 10%

18. Brand Tracking
Justification Score (Scale 5)
Quality 3
Price 4
Packaging 3.5
Advertisements 2
Safety 3
Service 2
Image 2
Overall Satisfaction 3
Point Scale: Poor#1, Need to Improve#2, OK#3, Good#4, and Excellent #5.

19. We got above the brand tracking on my brand problem are: Awareness, Ad,
Image and Service. Because as new product We will emphasis on awareness,
Trail, and Repertoire customers then my product sales is increasing day by day.
Target segment of Regular and Loyal customers are to increase as a result my
product sales is kept as sustainable level.

20. Thank You