465-report final.docx - NORTH SOUTH UNIVERSITY MKT465...

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NORTH SOUTH UNIVERSITY MKT465 Section: 06 Rebranding: ‘Fu-Wang’ Submitted To Zarjina Tarana Khalil Senior Lecturer Department of Marketing & International Business School of Business & Economics North South University, Bangladesh Submitted By Name ID Md. Modassarul Haque 1530971630 Mollick Tanzim Akhtar 1612146030 MD. Akram Hossain 1620093030 Erada Hamid 1612284030 December 22th, 2019
Zarjina Tarana Khalil Senior Lecturer Department of Marketing & International Business School of Business & Economics North South University, Bangladesh Dear Ma’am: Here is the report that you asked us to submit regarding Revitalization Campaign of Fu-Wang as our final term paper. We thank you for giving us the opportunity to work on this project. We would also like to extend our thanks to everyone we have interviewed and who has helped us with our project. We sincerely hope that you will find this report useful and appropriate as per the requirements. We have tried to make the report as comprehensive as we possibly could but we would appreciate you contacting us if you have any further queries. This report, and the investigation behind it, was prepared under your direct supervision. We pledge that under no circumstance will any part of it be reproduced for any reason, shared with anyone else, or uploaded to any Internet website without your written consent. Furthermore, we pledge that this report has not been submitted to any other faculty member of North South University. Sincerely, Md.Modassarul Haque _________________________ 1 | P a g e
Table of Contents ExecutiveSummary ............................................................................................................... 3 Background ………… .......................................................................................................... 4 Industry analysis ................................................................................................................... 4 Porter’s five factors ................................................................................................................ 5 SWOT analysis ..................................................................................................................... 5 PESTEL Analysis ................................................................................................................. 6 Competitor Analysis ............................................................................................................. 7 Problems Analysis ................................................................................................................ 7 Marketing mix .................................................................................................................. ….8 STP ……… .......................................................................................................................... 8 POP & POD ...................................................................................................................... ….9 Launching Plan ..................................................................................................................... 9 IMC Plan .............................................................................................................................. 10 Conclusion .......................................................................................................................... 15 Executive Summary 2 | P a g e
This report is about revitalization of Fu-Wang Noodles. In this report we have done the analysis and found the problem accordingly we have worked to establish the brands. We will be positioning Fu-Wang noodles as the hangout snack in the minds of the consumers which comes in a range of flavours and size. Also, we will be showcasing the product attributes of our new product to our definite customer segment which want healthy and wholesome noodles. In order to establish the brand we have made a new logo of the brand and have given it a new tagline. We have defined the market and added more flavours into the brand. We have made a model which is Enlight, Excite & Engage in short EEE model. For this we have divided our promotional campaign into 3 parts in different durations. We have listed the activities & campaigns that we are going to do for promotions. The whole idea of the project is to reposition and revitalize the dying brand FU-Wang and to do that we have created several promotion campaign and changes. We emphasized on IMC tools like advertisement in TV, Social media and print media; apart from that Public Relations, Sales Promotion and Interactive Marketing will be our other options. Covering all these sectors, we want to create a new strong and positive brand image for Fu-Wang noodles.

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