Aromatic Changed

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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

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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


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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.

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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

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(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

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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.

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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

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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

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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.

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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.

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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.

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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

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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




Reach 1000


Cost per broadcast 2000 (BDT)



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Print audience




Reach 5000


Cost per insertion 5000 (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

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Date post:	07-Apr-2018
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Aromatic Changed

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