Bong Konnection (Marketing Management)

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[ all research files and reports at: http://scr.bi/bong-konnection-reports ] Presentation on "Bong Konnection - a startup of premium branded specialty sweets" by Shabbir Akhtar (PGPM 10, Globsyn Business School - Global Campus) for the subject "Marketing Management"

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Bong Konnection (Marketing Management)

  1. 1. Premium Brand of Specialty Sweets Marketing Management Presented by – Shabbir Akhtar (PGPM 10, Globsyn Business School – Global Campus)
  2. 2. STPD Strategy
  3. 3. The STP Process• Geographic Provide specialty• Demographic sweets from across• Psychographic Bengal at the door• Behavioural steps of consumers Single Segment Concentration
  4. 4. Differentiation• Product Differentiation• Service Differentiation• Personnel Differentiation• Image Differentiation
  5. 5. Branding Strategy
  6. 6. Brand Components• Name• Logo• Color• Tagline• Jingle• Mascot
  7. 7. IMC Strategy Digital Marketing Event Public RelationAdvertising Sales Promotion
  8. 8. Teaser Ads• Mission: Inform about the upcoming entity – Bong Konnection• Money: Rs. 1,97,200• Message: Bong Konnection coming soon• Media: – OOH: Graffiti across the city • Cost: Rs.30,000 – Radio: With Bong Konnection jingle • Cost: Rs.67,200 – Newspaper Insertion: At major locations • Cost: Rs.1,00,000
  9. 9. Graffiti
  10. 10. Flier
  11. 11. Introduction Ads• Mission: Introduce Bong Konnection• Money: Rs.30,94,360• Message: In synchronization with the positioning and differentiation factors• Media: – OOH • Cost: Rs.16,60,000 – Print • Cost: Rs.12,77,560 – Radio • Cost: Rs.1,56,800
  12. 12. OOH
  13. 13. Print
  14. 14. Public Relations• CSR Activities• Cookery Shows• Experiential Events through Sweet Tooth de Kolkata
  15. 15. CSR Activity
  16. 16. • Date: June 16 and 17, 2012• Venue Partner: City Centre I• Media Partner: Star Ananda and ABP• OOH Partner: Enkon• Radio Partner: Red FM• Stalls Partner: Century Ply• Awards Partner: Fast Track and Presto• Event Management Partner: The Dreamm Merchantss – Cost: Rs.2,00,000
  17. 17. Digital Marketing
  18. 18. Search Engine Optimization• Bong Konnection• Bong Connection• Sweet Shops Kolkata• Sweets Kolkata• Kolkata Mishti• Buy Sweets Online• Online Sweet Shop• Mishti Shops Kolkata
  19. 19. Social SEOPeanut Butter = Social Media Jam = SEO Bread = Brand
  20. 20. Facebook Advertising• Targeting friends of fans• The CTA should keep users in Facebook• Targeting also based on “Likes & Interests”• Location targeting for local businesses – Cost: Rs.5,00,000
  21. 21. Facebook Brand Page
  22. 22. Facebook Page Activities
  23. 23. Facebook Page Activities Thanks Bong Konnection for the delicious Rasmalai... I and my family members relished the sweets sent by you. Thanks once again… -- Ramakant Mahawar
  24. 24. Facebook Page Activities Thanks Bong Konnection. All your sweets were extremely delicious & has a unique taste, especially the Rasmalai & Nolen Gurer Rosogulla. Milk cake and Bati Kheer were also good. We all enjoyed... -- Arpana Bagchi
  25. 25. Facebook Page Activities
  26. 26. Facebook Page Activities
  27. 27. Facebook Page Activities
  28. 28. Other Facebook Properties
  29. 29. Daily Deal Sites
  30. 30. Games
  31. 31. Thank Youhttp://fb.me/BongKonnection

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