Aromatic Changed
-
Upload
mahbubur-rahman -
Category
Documents
-
view
220 -
download
0
Transcript of Aromatic Changed
-
8/4/2019 Aromatic Changed
1/14
PROJECT:The Project Definition document should be approved and issued by a manager
with the authority to apply organisational resources to the project activities.Therefore, the seniority of the manager or the management team will becommensurate with the size, cost and business value of the project. As aminimum, the Project Definition should include a statement of the business needthat the project seeks to address and the description of the product, service ordeliverable business objectives that will be its output. When a project isperformed under a contract between seller and buyer, the signed contract maywell serve as the project charter for the seller. However this may not necessarilybe the case for the buyer whose project may include more than the product orservice purchase under the contract.
PROJECT MANAGEMENT:
Project management is the discipline ofplanning, organizing and managingresources to bring about the successful completion of specific project goals andobjectives. It is often closely related to and sometimes conflated with programmanagement.
A project is a temporary endeavor, having a defined beginning and end (usuallyconstrained by date, but can be by funding or deliverables), undertaken to meetparticular goals and objectives, usually to bring about beneficial change or addedvalue. The temporary nature of projects stands in contrast to business as usual
(or operations), which are repetitive, permanent or semi-permanent functionalwork to produce products or services. In practice, the management of these twosystems is often found to be quite different, and as such requires thedevelopment of distinct technical skills and the adoption of separatemanagement.
The primary challenge of project management is to achieve all of the project goalsand objectives while honoring the preconceived project constraints. Typicalconstraints are scope, time and budget The secondaryand more ambitiouschallenge is to optimize the allocation and integration of inputs necessary to meetpre-defined objectives.
Our project is to develop AROMATIC SOAP as renowned brand soap in the
market of Bangladesh
1
http://en.wikipedia.org/wiki/Planninghttp://en.wikipedia.org/wiki/Organizinghttp://en.wikipedia.org/wiki/Managinghttp://en.wikipedia.org/wiki/Resourceshttp://en.wikipedia.org/wiki/Program_managementhttp://en.wikipedia.org/wiki/Program_managementhttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Business_operationshttp://en.wikipedia.org/wiki/Business_operationshttp://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Scope_(project_management)http://en.wikipedia.org/wiki/Timehttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Operations_researchhttp://en.wikipedia.org/wiki/Resource_allocationhttp://en.wikipedia.org/wiki/Planninghttp://en.wikipedia.org/wiki/Organizinghttp://en.wikipedia.org/wiki/Managinghttp://en.wikipedia.org/wiki/Resourceshttp://en.wikipedia.org/wiki/Program_managementhttp://en.wikipedia.org/wiki/Program_managementhttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Business_operationshttp://en.wikipedia.org/wiki/Business_operationshttp://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Scope_(project_management)http://en.wikipedia.org/wiki/Timehttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Operations_researchhttp://en.wikipedia.org/wiki/Resource_allocation -
8/4/2019 Aromatic Changed
2/14
INTRODUCTION:
AROMATIC soap is renowned brand soap in the market of Bangladesh. It had
dominated the soap market of Bangladesh in the 90s decade. AROMATIC soap
is the unique brand product came from the AROMATIC COSMETICS LTD.,
which is Bangladeshi personal care Product Company, for an undisclosed
amount. However AROMATIC soap brand has been acquired by the
Bangladesh-based wholly owned subsidiary of Marico LTD. Aromatic had an
aggregate turnover of about Taka 300 million in Bangladesh with a market shareof around five per cent. Aromatic's brand equity owes its strength to the quality of
the soap and its positioning based on the "halal" concept, which has a strong
recall amongst consumers. However Industry sources said in recent times,
Aromatic, a concern of Jamuna Group, had been struggling for survival, due to
failure in coping with the changing choices of consumers and aggressive
marketing. Upgraded life style in both urban and rural areas, with soap being the
first preferred body care input affordable to all, has led to the tremendous growth
of soap market. So AROMATIC could not survive in this growing competitive
market with Unilever and Kohinoor group of companies. After acquiring
AROMATIC, Marico Ltd assumed that they would play with the strong presence
of AROMATIC brand and the distribution reach created by their other products
like PARACHUTE coconut oil is a strength that the soap brand could ride on. But
with other Major players like LUX, KEYA etc, it is struggling to stay in the market
now and if this go on like this AROMATIC will loose their remaining market in
Bangladesh.
2
-
8/4/2019 Aromatic Changed
3/14
Our starting point: Analyzing the current situation
We already being explained the current situation of our advertisers product. But
whatever the explanation was, we have analyzed the current scenario through
our own way. The first thing we focused on is situation analysis that is the
current competitive environment in the industry. We gathered as much
information on past and present data that will summarize the reason for the
brands failure & this will also direct the way we can go forward to re-launch the
product. This involved analyzing both internal & external factors.
Internal factors: our first concern was looking of Aromatics pastperformance that drove them out of the business. Based on how it have
performed in the past, we have identified a number of strategic options that take
into account companys financial resources, problems with the previous strategy
& any other strengths & weaknesses that might affect our ability to execute a
chosen strategy. What we found through our thorough research the major
problem was the company tried too much on its slogan, that is, 100% Halal
Soap, rather than focusing on its long term profiteer objective.
External factors: Next we had a closer look at its external factorssuch as its customers, competitors, industries & government regulations. Amongall these external factors our findings basically are focusing on its consumers &
competitors. Aromatic actually failed to recognize that consumers are not in a
situation that they were in the previous days. A sudden excitement can have a
quick succession but in the long run, todays savvy consumers are well enough
to get the trick. That just happened for Aromatic. Competitors like LUX
3
-
8/4/2019 Aromatic Changed
4/14
(UNILIVER) also played a great role for Aromatics failure. We have also found
out potential consumers & competitors, growth rates, entry barriers. Although all
these might seem a bulk of unnecessary that could also be done by the company
itself. This is the point of differences through we work. We would like to see that
all the information is in our grab. We know we are not only making just an
advertisement, we are engaged in a total advertisement plan.
Our second step: design a marketing strategy
We are not working for a new comer at all. We are working for a product that was
a very popular brand not too far ago. Those who loved the soap, we believe, they
still have some sort of very satisfied memories of the soap consumption. Now all
we have to do is remodifying the consumers attitudes. We will not move forward
with the same fundamental marketing strategy, as it was a failed project at the
end of the day. Three things we think are necessary in order to design our
advertising campaign-
Market segmentation: Our product cant serve each & everyconsumer of the society. As we know this, we will consult with the client company
about their market segmentation. We have to know that based on which criteria
(demography, geography or psychograph) they have designed their product.
Based on the segmentation type we will measure the extent of our ad campaign.
As the client is basically using a variety of segmentation tools we will also use a
variety of marketing strategy in order to fulfill the variation of our clients needs.
Target market: Our target market consists of people who lie inbetween upper-lower class to middle class. Most of our customers live
outside the Dhaka metropolitan area. So outside ads in Dhaka wont be a cost
effective way to move forward. TV ad will be a good way to advertise as well as
4
-
8/4/2019 Aromatic Changed
5/14
radio & newspaper ads. We can design the ad campaign for targeting the
consumers based on frequency of purchase.
Positioning:For this target market our aim is to make our clientsproduct a pioneer brand in terms of price. Yes, the true fact is that we are not
promoting the cheapest product of the market, but we are trying to promote a
product that was almost a dead one for years. In order to get a position in the
consumers mind that are well aware of price, designing ad campaign is never
easy. This is the largest societal segment of the market.
Our inclusion: besides all the benefits that will be reflected through our
ad we would like to try something new, attractive thing. As an example, we will
position our ads in the consumers mind such a way where a person who cant
effort to buy LUX will grab the lower price opportunity of Aromatic. We will focus it
as a way ofUSP (Unique Selling Proposition).
Audience analysis & their behavior
After the situation analysis, segmentation, targeting our client has already given
an idea of our targeted consumers. Now it is our task to identify who will be the
audience of our ad. Every target consumers will not be our potential audience.
Clear insight into our audiences gives us several key advantages-
Less waste: by minimizing our focus just towards our audience willreduce our cost, which will directly influence the cost reduction of our client.
Greater effectiveness: As our client struggled with the productearlier, our core purpose is to re-launch the product such a way that will
maximize their profit by minimizing their cost. As a result overall effectiveness will
be maximized.
5
-
8/4/2019 Aromatic Changed
6/14
Improved buyer-seller relationship:we want to workthe way our client love to serve the consumers. By analyzing target audience we
will ensure that our client will be able to build a profitable buyer-seller
relationship.
Promotional strategy: advertising
Our next and the most important job are to clarify our promotional strategy. As
we are an advertising agency we dont need to look for all the promotional
mixes like price & placement of the product. All we need is a clearunderstanding of the product & prepare advertisement in accordance.
Besides all these we need to clarify our advertising objective.
Advertising objective
We are relying on two important objectives. These are- (1) regain the previous
consumers, & (2) expansion through capturing new consumers. At the end of
the day we can say we will be focusing on both of the available objectives.These are-
Sales objective: our primary focus is, to generate immediateresponse of the consumers through our advertising. In order to do so, we will
make the ads so straightforward that consumers will easily understand Aromatic
is back on track with a new look. The sales objective will address people on our
house list, including new customers.
Communication objective: Aromatic cant becategorized as a new brand. It was in the market for a number of years.
Consumers are somewhat aware of the soap. Now our task is to make
advertisement such a way that will describe Aromatic with a new dimension. Our
ads of this sort will not force consumers to make a purchase decision
6
-
8/4/2019 Aromatic Changed
7/14
immediately; rather it will explain that Aromatic soap is back again. We will
basically try to introduce consumers with a new Aromatic soap.
Advertising strategy:
Our advertising strategy contains two key parts.
1. Creative strategy, contains what well say & how well say it.
2. Media strategy, explains where well place the message so
that our target audience is exposed to it.
Creative strategy:
Now we are going to explain three key blocks of information based on which well
be designing our creative strategy.
The art direction plan & the production values:Now a days consumer are way smarter than they were ever before. They are
looking for information & the feeling they are making a connection with the artists
who create the music they enjoy. If we just prepare an ad that will be restricted
only for pressing consumers to buy, we will be in grave trouble. So we have
some plan to make the campaign such a way that will be looking attractive as
well as effective in terms of consumer reach.
TVC: the television commercials:
Our television ads aimed the beauty conscious people; will be presented by our
glamorous artists like Shabnur, Mona Lisa, Shakib Khan or Nobel. For
background music countrys popular pop singers like Habib Wahid-Nancy,
Balam-Juli will also jingle us. Throughout the whole commercials our artist will
address that by using Aromatic soap, day by day, they are becoming more
7
-
8/4/2019 Aromatic Changed
8/14
beautiful. While choosing the artist we have thoroughly examined their current
popularity level.
Radio advertisement:
As the product we are advertising is in a sense a new one, we would like to take
all the opportunities that are available. We found through our media survey that
the growing popularity of FM radio should have a very closer look. So we are
also preparing to advertise through RJs (radio jockeys). As it is a media that can
only advertise product through verbal presentation, we are going to pick the best
possible RJ we can afford.
The magazine ads:
We can also use magazine as another advertising tool. We will arrange photo
sessions where our beautiful artists will show their beauty with a piece of
Aromatic soap. With all the photos well also include some key product features,
as magazine is much comprehensive way to advertise compare to radio or TV.
Copy platform:For all the three ads well use the same information, otherwise consumers may
fall in a conflicting situation. All we want to focus is the key customer benefit &
some supporting elements of this benefit.
8
-
8/4/2019 Aromatic Changed
9/14
The key customer benefit: our key advertisement purpose is
always to feature the core benefit. As an example, for our Aromatic soap, the
key customer benefit is beautiful skin. Our purpose here is to focus this key
benefit through the commercials.
Support for the key benefit:Our ads cant be just restricted to its
key benefit. Well also put our supporting benefits like freshness throughout
the all day. Because sometimes it is seen that this supporting benefit
becomes a key benefit for some consumers. As an example, for a very
beautiful person, beauty may not be a concern rather than the freshness he
seeks. So our task is to focus on the secondary benefits also.
The advertising appeal:
We have to be tricky enough while we are about to fix our desired advertising
appeal. Remember the product once was a very popular one. That is, it obviously
got some serious users. We have to basically regain those early users. In order
to do so, what we can select as the ad appeal can be both rational & emotional.
Emotional appeal will make the field ready for rational or logical appeal to play.
Determining media strategy
Our client company is not as giant company as UNILIVER, or Procter & Gamble.
They have limited amount of money with respect to their major rivals. So as a
responsible ad agency it is our job to maximize our clients benefit. For TV ads we
are choosing prime-time news shown in CHANNEL-I, or in N TV. We will also
choose BTV news just because of its reach. In order to expose specificallyladies, we have selected Siddika Kabirs Recipe, which is shown in N TV. For
radio ad we have picked the late night show rat vor gan of Radio Today FM89.6.
Although it is a very late show, but through our analysis we have found that this
program is largely enjoyed by the young generation who are less likely to be very
much rigid in purchasing new product.
9
-
8/4/2019 Aromatic Changed
10/14
Determining print strategy
Before the extensive growth of TV & radio, newspaper was the major media
selection of any advertiser. Still now print media is one of the major media
vehicles for any advertiser because of its strong explanatory power. When an
advertisement goes on air, most of the time, audience misses some parts of the
ad message. This very important shortcoming of TVC & radio ads can be
resolved through newspaper or magazine advertising. Although well be looking
forward to catch the attraction of the primary readers, as they are the
consumers who purchases, we are not ignoring the growing importance of the
secondary readers who rely on primary readers in order to be communicated.
Some steps well take to make the ads more attractive to the audience
1) Building up a good TVC with a good and attractive shoots.
2) Creating a good jingle or only music which touches the heart of the
viewers
3) Make TVC with some very flashy scenes
4) Make a TVC which goes with beauty, style and attitude
5) Make good timing with the scene and the music
6) Make a TVC with the theme of Skill, Talent and Ability
7) Make a TVC with the theme of grand performance
8) Make a TVC that deliver the message to the consumers as well as to the
competitors that we are here to fight with our product
9) Catch some thing very special which goes with the product, like what Lux
is doing to become a star
We will also emphasize more on promoting the product, but it has to be a very
lucrative, attractive, meaningful and flashy TVC. No matter about the length of it.
10
-
8/4/2019 Aromatic Changed
11/14
Software used in the TVC
1) Guitar Pro 5.0
2) Sonar 7.7
3) Fruity Loops, Version 6
4) Cake Walk, supreme
Hardware Used in The TVC
1) Sync Master 740NW
2) Creative Live Value Sound Card
3) Noise free Cables
4) CDs
5) Pen Drive
6) Console Machine
11
-
8/4/2019 Aromatic Changed
12/14
7) Sub Woofer
8) Converter Jacks
9) Equalizer
10)Professional Head Phones
11) Mixing Machine
Estimated budget: Here in this budget section we would like to introduce
you with the estimated budget we require for the whole program to run properly.
At first we have made a worksheet in order to derive media budget requirements.
Television audience
Target audience 10000
Conversion ratio 130
Required gross impressions 1300000
Reach 13000
Required frequency 100
Cost per broadcast 20000 (BDT)
Total cost 2000000 (BDT)
Cost/ customer 200 (BDT)
Radio audience
Target audience 3000
Conversion ratio 100
Required gross impressions 300000
Reach 1000
Required frequency 300
Cost per broadcast 2000 (BDT)
Total cost 600000 (BDT)
Cost/ customer 200 (BDT)
12
-
8/4/2019 Aromatic Changed
13/14
Print audience
Target audience 5000
Conversion ratio 200
Required gross impressions 100000
Reach 5000
Required frequency 20
Cost per insertion 5000 (BDT)
Total cost 100000 (BDT)
Cost/ customer 20 (BDT)
Total cost at a glance (advertising campaign)
Media cost TV 2000000
Media cost- Radio 600000
Media cost- Print 100000
Media buy TV 4000000
Media buy - Radio 800000
Media buy print 200000
Total advertising 7700000
13
-
8/4/2019 Aromatic Changed
14/14
14