MBA-542-FINAL-REPORT (1).pdf - Marketing Communication...

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2 | Page Marketing Communication MBA-542 Section 01, Spring 2020 Date of Submission 17 th May 2020 Submitted to: Dr. Md. Abdul Momen, Assistant Professor Group Members: Sumaiya Islam-1810568 Samir Zawad Hossain- 1810567 Arefin Ahad Payal- 1922074 Shamit Ahmed Chowdhury-1831348
3 | Page Letter of Transmittal To: Dr.Md Abdul Momen, Assistant Professor Independent University, Bangladesh Bashundhara R/A, Dhaka. Date: 17th May 2020 Subject: Submission of IMC plan on Fruity Blast ice-cream Dear sir, With due respect, it is our pleasure and honor to be your students and have this opportunity to present the IMC plan on Fruity Blast ice-cream. While preparing the business plan, we have given all of our best focus thoroughly on the topic regarding this business. We provided all relevant information regarding this business and we believe and hope that our plan will provide a clear conception about our business. While preparing the business plan, we tried to give our best by accumulating needed information and we will be more than happy to answer any question and clarify it fully to your understanding. Thank you for all your help and support which helped us significantly in preparing this business plan. Sincerely yours, Arefin Ahad Payal & group
4 | Page Acknowledgement In performing our assignment, we had to take the help and guideline of our respected faculty, who deserve our greatest gratitude. The completion of this assignment gives us much pleasure. We would like to show our gratitude to Dr. Md. Abdul Momen, Assistant Professor, Independent University Bangladesh, for giving us a solid guideline for the assignment throughout numerous consultations. We would also like to expand our deepest gratitude to all those who have directly and indirectly guided us in writing this assignment. Many people, especially our team members themselves, have made valuable comments and suggestions on this proposal which gave us the inspiration to improve our assignment by a large margin. We thank all the people for their help directly and indirectly to complete our assignment. Thank You.
5 | Page Table of Contents Executive Summary .......................................................................................... 6 Introduction, Brand Description, Brand Element, Brand Logo ........... 7 Tag line, Product Description ........................................................................ 8 Competitive Analysis, Market Segmentation, Target Market ............ 10 Brand Positioning, POP, POD ....................................................................... 12 Brand Equity Development .......................................................................... 13 Marketing Program, IMC .............................................................................. 15 In-House advertisement ............................................................................... 20 Online Advertisement, Social media strategy ........................................ 21 Step 1 to Step 8 ................................................................................................ 21-28 Conclusion ........................................................................................................ 30 References ........................................................................................................ 31
6 | Page Executive Summary This report is about IMC (Integrated Marketing Communication). The aim is to launch a new brand of an ice-cream in the market and to do different marketing strategies based on the IMC tool to create awareness of the new brand product. This will be a convenient product which will be readily available for our customers which meets their satisfaction.

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