5. Young generation usually don’t see serials
Indian serials are becoming popular
Weak and similar stories
Serial on Humayun Ahmed’s story has high demand
Character Himu is very popular among young people
Serial market is competitive but there are few young generation
oriented program
It will be the first TV serial after the death of Humayun Ahmed
Background Research
7. Key Ad problems to be
solved
After a long time people will be able to see TV serial written by
Humayun Ahmed
Himu gives the message that “whatever you are, be confident,
nice, crazy and live happy”
whoever like to watch BD serial surely it will attract them
people will see BD serial instead of Indian's
Less ad during show time
Gives audience a new taste
9. Objectives
“ Within four months we want to grab 55%- 70%
market share of target audience by using emotion,
persuasion, association and will give audience a
great opportunity to see a different type of TV
show”
10. Before Launching
We will make curiosity and after that give the
message and for that will make 30% - 40%
targeted audience egger to watch it.
After Launching
Then we will use strategy that will help to make
new audience and do word of mouth
communication
12. Brand Positioning
We want to introduce the serial as a source of good
passing time and entertainment.
Competitive advantage
The character Himu is different and crazy than other
characters.
In Bangladesh every serial is based on fun &
romance. “HIMU” will give audience a different
taste.
13. Campaign Strategy
ATL: TVC, Newspaper, RDC
TVC: Teaser ad for first few weeks that will make audience curious
than will show the full ad. Ad will be between 30- 40 seconds
14. Newspaper: We will also do teaser ad in here in three
steps
Before Launching
18. Guerilla Marketing :
Concept:
• Some people will walk in street with bear footed and wearing
yellow panjabi and many people will do it in selected area so there will
a question .who are they? And some sometimes they will solve
problems and in this way they will give the message.
19. BTL: Road show, leaflet, YouTube, face book, online ad.
Road Show: We will visit different area of Bangladesh
and do campaign.
Campus Himu: we will also visit different public &
private university and conduct a competition named
“campus Himu”. We will try to find out people who things
differently or like Himu.
20. You tube: release trailer and give ad through it.
Face book page: we will make fb page and do Himu selfie
competition where people will capture by wearing himu
costumes
Online ad: we will give banner ad in different site.
21. Media Strategy
Before Launcing
At first we will give newspaper and TV ad then we will do
guerilla marketing, online, campus or road show.
After launching
We will simply use newspaper ad, TVC and RDC, Graffiti, poster
to remember our serial.
22. Media Objective
“By using different media for advertising & campaign
we wants to grab targeted audience attention,
pursue them to watch by making them emotional”
23. Media Selection
Electronic Media: we will use it because people pay more
attention to this than any other media.
Newspaper: who has no time to watch TV can get informed about
our series.
Radio ad: for young generation who usually like to hear radio at
night & morning.
Online: it’s will effective for those who don’t get time to use any of
these media.
24. Media Vehicle
TV: we will give ad in channel I, ATN, Somoy TV.
Newspaper: Prothom Alo, Daily Star, Bangladesh
Protidin, daily iffefaq and so on.
Online: Facebook, youtube.
Radio: radio furti, radio Today, abc radio and so on
25. Scheduling
Newspaper:
4 months and three days a week either first, third, seven or
last page.
TVC
In pic hour (6pm- 10pm)
Off pic hour (1pm- 3pm)
Everyday: before or in the middle of mid time news and
evening news.
RDC:
At morning 7am to 10am
3pm to 8pm
And before any program which is very popular among
targeted audience.
26. Budget allocation
Cost of Print Media
Daily Ittefaq 35000* 12ads 420,000
Prothom alo 49,000*12
ads
5,88,000
Daily Kaler Konto 36,000* 10 ads 360,000
Daily Star 21,500* 10 ads 215,000
BD protidin 39,000*8 312,000
Cost Of RDC
Radio Foorti 2667* 20 ads 53340
ABC Radio 1702* 20 ads 34040
Radio Today 1666*8 ads 13,328
27. Sources of Expense Amount
Cost of TVC
Channel i 51,000* 25 ads 1275000
Somoy TV 7000* 40 ads 280,000
ATN Bangla 50,400*20 ads 1008,000
Road Show ,Other
Campaign & Guerilla
Marketing
4,00,000+90,000 4,90,000
Manpower &
Transportation
3,00,000+3,50,000 6,50,000
Total Campaign Budget 58,90,128
29. Key consumer insight
1. Our main message strategy will be that consumers remember
Humayun Ahmed and his popular character Himu by our TV
series.
2. To change the character of young generation and middle
age people by Himu.
3. Find those types of people who thinks that Himu is a anti
logical person
4. By our ad or every campaign we we try to give a message
and that is be a real human
30. Message objective
To emotionally “pursuit” people to watch our TV series by
remembering Humayun Ahmed through his renown Himu
character.
inform the target audience about our TV series.
31. Selling Premise
The main purpose is to do profit but message will be “Be a
Real Human” by this message we will make our audience that
what is in It ?
we will show prove or logic in serial.
Our hints or clues will also reflects in our every single Ad or
campaign.
32. Big Idea
Our big idea is to inform people about our TV series through
emotional & persuasive message and campaign theme will
be “Himu is you inside” and under this theme will give our
message
33. Message Execution &
Design
• We will execute our theme by those ways that will grab
customers attention like.
1. by arranging campus competition
2.by showing TVC about HIMU etc.
34. Other Marketing Communication
Tools
Public Relation: we will write different types of articles in
various newspaper to grab attention
Point of purchase: we do it through different fashion house.
Merchandising: we will make a fashion house to our partner
where people can by Himu costume.
36. Evolution of effectiveness
We will measure our effectiveness in each month and decide
whether is to change or not.
We can change our strategy if necessary
We will do different types of campaign to attract different
audience to convince them
Our promotions’ effectiveness will be evaluated
by measuring the amount of customers are
watching the First Episode of HIMU
through This information will mainly help us to
evaluate the effectiveness of our Campaign
Television Rating points(TRP)Television Rating points(TRP)
37. Campaign Budget
Sources of Expense Amount
Total Cost of Print Media 18,95,000
Total Cost of RDC 2,92,128
Total Cost of TVC 25,63,000
Total Media Budget(Print +TVC+ RDC) 47,50,128
Road Show ,Other Campaign & Guerilla
Marketing
4,90,000
Manpower & Transportation 6,50,000
Total Campaign Budget 58,90,128
Editor's Notes
Current state of the business
We will do 1/1.5 months campaign before Launcing serial
After doing 1/1.5 months we will launch this serial
Why? Himu is popular among these people
10/15 days we will give yellow one than give second one ad before launch but after launching we will also give different ad about some other interesting issues
Before launch…We will give first one ad at first and that will make people curious thn give the message by this message we will actually give the hints of guerilla marketing
After launch…..we will give ad about some other things
Mention in presentation that it’s just a sample, we will do it in day time not night
Picture of himu fan page where we will conduct a selfie competition and also communicate with people………use for feedback
Grameen Phone or some other companies will be our sponsor and in this way we can allocate our budget