Shokti Doi

8/11/2019 Shokti Doi

1/34


2/34


3/34

Introduction


4/34

First plant - At Bogra, a northern district of

Bangladesh, 220 km from Dhaka, the capital

of the country.

Plant size - Spread over 800 m2 of land and

7,500 sqft of factory building.

Present product - Yogurt from fresh milk

micro nutrients (vitamins, iron, protein,

iodine, zinc, calcium, etc.).

Introduction


5/34

Introduction

Cost of product - Seven cents/80g cup.

Sold locally at Tk5/80g cup.

Production capacity - 3,000 kg of yogurt/day

initially, increasing to a maximum of 10,000

kg/day from the third year

Product Brand - Shokti Doi means Energy

yogurt.


6/34

Introduction

Long-term plan - Fifty more factories to be

set up in the next 10 years in various remote

areas across the countr .

Short-term plan - Two more plants to be

established

Cost of the plant - US$ one million

approximately


7/34

Situational

Analysis


8/34

Background.

Grameen Danone Foods LTD is

a social business enterprise

Dr Muhammad Yunus made the

idea of joint venture with the giant

French food company Danone


9/34

Background.

Launched a small yogurt

factory aimed at producing

nutritious foods for rural

children as well as employing

locals.

Football player Zidane was

invited to the opening ceremony

as a representative of France,


10/34

Past and Present AdvertisingTheme

Door to door sell

Cartoon mascot

Shokti Shingho = Lion Shokti

Mobile billboards


11/34

Impacts

Significant Environmental Influence

Product Evaluation

Marketing Channel Evaluation


12/34

Current Brand SWOTanalysis.


13/34

Consumer Evaluation

Demographic profile

Psychographic profile

Behavioral profile


14/34

2. Brand

Positioning


15/34

Strategies

Mostly focused to

the social business

mandatory to reach a

better position for the

sake of having a good

market.


16/34

3. The Big

Idea.


17/34

Campaign

An original

idea:The new tastefor the new

generation campaign

(in Bengali- Notun

projonmer notunotter

shaad)


18/34

Missions and Objectives

Reducing poverty by a unique proximity

business model that will provide daily healthy

nutrition to the poor.

The four main objectives of Grameen Danone

Foods Ltd.

1. To offer a product with high added nutritional

value.


19/34

4. Creative

Strategy.


20/34

The USP (Unique selling

proposition)The idea itself

The additional punch line of the ad

campaign.

Shokti Doi is the best to care your health. So

why not experience the best?


21/34

Promotion and Execution

Promotional Appeal:

A blend of emotional

and rational approach.

Execution Style:combined execution

style where two

different a eals ot


22/34

5. The IMC

Tools


23/34

Advertising Media

Advertising

- Print Media

- Electronic Media

- Outdoor media

Direct marketing

Personal selling

Sponsorship

Interactive media


24/34

Advertising Schedule

First three months i.e.

from October to

December - media

scheduling approach will

that be of continuity.Next three months i.e.

January to Marchmedia

schedulin will that be of


25/34

6. The PromotionBudget


26/34

Budget

Uni t for newspapers: co st/cm2 is to be BDT 360.

A to tal of BDT 25,000 for the half page advertisement

(approximately)


27/34

7. Evaluation


28/34

Tests

Direct

questioning

Order of merit

Recall

Tracking studiesEnquiry


29/34

8.Recommendations.


30/34

Recommendations

New product segmentation

expand focus

Grameen Danone Food LTD also can set

up their factory outside of Dhaka

Purchase annual necessary goods at afixed price in that specific time while they

would promote moderate ads.


31/34

9. ConcludingLines


32/34

Conclusion

Unique to the market

Conflict in PLC ( Product Life Cycle)Cost efficient IMC plan for Shokti Doi

Additional recommendations


33/34


34/34

ANY QUERIES ???...

Shokti Doi

Documents

Transcript of Shokti Doi