“Fruit লাগবে?” is a new brand of packaged fruits that aims to provide fresh and hygienic fruits. To establish this new brand in marketplace we designed integrated marketing communications plan. The plan consists of promotions, competitive analysis, target market analysis, opportunity analysis, corporate strategies, IMC objectives as well as all relevant advertising, promotion, selling, public relations, sponsorship. The IMC plan describes the media plan in full detail as well as the methods to evaluate the success of the IMC plan. “Fruit লাগবে?” has a huge opportunity to make an impact in fruits the market of Bangladesh. As the use of marketing and advertisements are very limited in this sector. So “Fruit লাগবে?” has the opportunity to pioneer in pack aged fruits category. Comprehensive integrated marketing design can better establish “Fruit লাগবে?” brand name and create a positive image in consumer mind. Furthermore, distribution channel model is created to reach the target market and create greater brand awareness and in the long run growth sales. “Fruit লাগবে?” service will use public relations events like launching ceremony, campaigning, social media, and conventional advertising and word of mouth as its primary communication strategies. A coordinated media plan is created to convey our brand message to the target audience. Overall, the application of integrated marketing communication components will allow “Fruit লাগবে?” to create a unified marketing strategy that potentially delivers incredible benefits. Not only does it boost sales and profits, but it will also sharpen competitive edge, and improves brand loyalty.

1. Integrated Marketing Discussion

2. “Fruit লাগবে?” is a new brand of packaged
fruits brand that aims to provide fresh and hygienic
fruits. To establish this new brand in marketplace we
designed integrated marketing communications plan.
The plan consists of promotions, competitive analysis,
target market analysis, opportunity analysis, corporate
strategies, IMC objectives as well as all relevant
advertising, promotion, selling, public relations,
sponsorship.
OUR COMPANY

3. CONTENTS
03
Inroduction
01 02 Communication
Analysis
Corporate Image
04IMC Management 05 IMC 06 Objectives

4. Communication Analysis
Direct Marketing Public Relation Sample Testing

5. Competitor AnAlysis
Fruit
লাগবে?
Other Packaged
fruit Brands
Fruit Vendors
Comprehensive
Marketing Campaign
Online Facility
User Friendly
Website.
No or very little
marketing
Very Few give online
facilities
No Website
Very little Marketing
Few Online Facilities
Website, but not user
friendly.
Extensive Marketing No Advertisement
Quality might
compromised

6. Opprtunity & Target Market Analysis
age
GENDER
AGE Results
25-35
35-45
72%people buying from
Vans
65.3% people are
confused and
21% are into
Packaged fruits
63 & 85% people looks
for quality and Hygiene
45-55

7. Corporate Strategy
Mission
Brand
Positioning
Vision
IMC Strategies

8. Corporate Image
Image Tk24,000 BUDGET
GOALS
1. Providing Best Quality Fruits.
2. Focus on Hygiene.
3. Price comparatively Reasonable in terms of
quality.
MOTO
“Providing fruits which are healthy and hygienic”

9. 02
Brand Development Strategy
Brand NAme
Fruit
লাগবে?
Product
Demonstration
03
Brand Logo
04
COlors
Orange(Refreshin
g),Green(Fresh),
Brown(Organic)

10. Positioning ALLOCATION
Name Weight Price
Mango,Litc
hi,Apple.
500/250GM 80/50Tk
Ready
Pack
Watermelo
n
500/250GM 70/50TK
Dates 500/250GM 85/45TK
Slice
Dragon
Fruit
500/250GM 200/110TK

11. IMC Management
INTENSIVE
MARKETING
CAMPAIGN
Maximizing
Market Share
OverALl
BUDGET
IMC
70%
30%
5M
BDT

12. IMC Objectives of FRUIT লাগবে?
Consumers Distribution
Channel
B2B

13. DISTRIBUTION CHANNELS
Fruits Firms!
Websites
Consumer
Delivery Service
Fruit লাগবে?

14. Internet Websites
Websites Facebook Page Instagramn
Most popular Social
Media..
User Friendly Website 24/7 Online Facebook
Platform

15. Agency Selection
A local Company Search
engine & Digital Marketing
Platform…

16. ADVERTISING Objectives
Objectives
TK 240000
BUDGET
Educate Target Market
Brand Awareness
Pursue To purchase

17. Promotional Tools
PR &
SponsorSHip
Print
Advertisement
Personal Selling
Consumer
Promotion

18. Media Plan
Video Frame Audio
রাস্তার পাবে থেবে
এেজন অস্বাস্থ্যের
পররবেে থেবে ফল
রেবন খাবে।
( রাস্তার পাবের
থোলাহল)
হ
ু ট েবর অসুস্থ্বোধ
েবর।
(Agitated Music)
থেবলটট হাসপাতাবল
থেবে শুবে আবে!
অস্বাস্থ্যের
থখালাবেলা ফল থখবে
আপনার সাবেও
এেনটট হবত পাবর।
এেজন গৃরহণী রাস্তার
পাবের ভ্যান থেবে ফল
রেনবে।
গৃরহণী েলবেন,
“তাহবল রে ফল
খাবোনা?
অেেযই খাবেন, রেন্তু
খাবেন Fruit লাগবে?
থেবে।
থেবের প্রেে
হাইবজরনে
পযাবেজে ফ
র ুট।
Print Advertisement
TVC Story Board

19. Social Media Advertisement
Content Marketing Affiliate Marketing
Social Media Influencer

20. Trade Promotion Strategy
Trade Allowances
Push Money
Contests & Dealer Incentives
TrADE FAIR

21. EVALUATION Perfromance evaluation
before and after the IMC
campaign
Television
Advertisement
Investment
POP Display
Contests & dealer
incentives

22. THANKS
Does anyone have any questions?
স্বাস্থ্য আপনার, সবেতনতা
আমাবের!