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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 …

[ 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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  • 1. Premium Brand of Specialty Sweets Marketing Management Presented by – Shabbir Akhtar (PGPM 10, Globsyn Business School – Global Campus)
  • 2. STPD Strategy
  • 3. The STP Process• Geographic Provide specialty• Demographic sweets from across• Psychographic Bengal at the door• Behavioural steps of consumers Single Segment Concentration
  • 4. Differentiation• Product Differentiation• Service Differentiation• Personnel Differentiation• Image Differentiation
  • 5. Branding Strategy
  • 6. Brand Components• Name• Logo• Color• Tagline• Jingle• Mascot
  • 7. IMC Strategy Digital Marketing Event Public RelationAdvertising Sales Promotion
  • 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. Graffiti
  • 10. Flier
  • 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. OOH
  • 13. Print
  • 14. Public Relations• CSR Activities• Cookery Shows• Experiential Events through Sweet Tooth de Kolkata
  • 15. CSR Activity
  • 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. Digital Marketing
  • 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. Social SEOPeanut Butter = Social Media Jam = SEO Bread = Brand
  • 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. Facebook Brand Page
  • 22. Facebook Page Activities
  • 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. 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. Facebook Page Activities
  • 26. Facebook Page Activities
  • 27. Facebook Page Activities
  • 28. Other Facebook Properties
  • 29. Daily Deal Sites
  • 30. Games
  • 31. Thank Youhttp://fb.me/BongKonnection