All the promotional tools of Bloop has been evaluated to identify the fact that whether or not they have an integrated communication or it is random.

1. INTEGRATED MARKETING
COMMUNICATION OF
“BLOOP”
যখনি খখতে চাই বাহািার অভাব িাই

2. Assignment on Integrated Marketing Communication
Brand Management (MGT 3225)
Winter 2015
Section: C
Submitted to
Dr. Shariful Alam
Submitted By
Submission Date:
Presentation
serial
Class
serial
Name ID Marks
1 Ismail Hossen 111 131 394
2
3
4
5
6 AmzadAli

3. Introduction
Integrated Marketing Communication is the voice of the brand. It is a simple concept. It ensures
that all forms of communications and messages are carefully linked together. Promotion is one
of the Ps in the marketing mix. Promotions have its own mix of communications tools. All of
these communications tools work better if they work together in harmony rather than in isolation.
We were given the task to select a brand and find out do all the marketing
communication of the selected brand was integrated or not.
For our research on integrated marketing communication we have selected a brand
from the mother company Golden Harvest called “BLOOP”. Some details of Bloop is
given bellow.
Golden Harvest Ice-Cream Ltd. is the new entrant in the Bangladesh ice-cream industry with the
brand BLOOP. The ice-cream industry in Bangladesh is growing steadily at around 12% every
year and has been estimated at BDT 10 billion in the fiscal year 2014-15. Golden Harvest has
set up a brand new plant from Tetra Pack Sweden and is being operated under the supervision
of a highly experienced Danish production manager. The brand offers around 40 various
variants including sticks, cups, cones, calippo, sorbets, tubs, cakes and many more.
So let’s go further into the into the integrated marketing communication of “Bloop”
Media Advertising
In case of media advertising Bloop has communicated through Television as well as
Newspaper. Right now they have three TVC on air. They are portraying three different case
scenario. In one, they are showing that if someone eats BLOOP, she or he can find lost
possession. On another on, they are showing that if someone eats BLOOP, she or he will see

4. guest in their house. And in the third one, they are showing that if someone eats BLOOP, she or
he will never be afraid of ghosts again. They are showing day to day problems in people's lives,
and of course in a funny way. But at the end of every TVC, a reporter summarizes the whole
case and says, 'I don't know about these recent occurring, but BLOOP is really good to it'. So,
they are trying to associate theDouble click to view.
Some screenshots are given bellow
We will discuss two of them bellow: https: //www.youtube.com/watch?v=OQK_jqxLrKw
In this TV advertisement we can see a girl always waiting for guest but they never come. But
some had told her to eat Bloop then guest will come. So she was eating and yeah guest really
come, and she was really happy but the fun part is the ending where the reporter states the fact
is not proven but Bloop is really tasty and ending with the dialogue “যনখি খ তখে চাই বাহািার
অভাব িাই”. Also showing a lot of flavors of Bloop
https://www.youtube.com/watch?v=KVk1-V0_azc

5. Moving on to the next tv advertisement the main scenario was quite same. The advertisement is
given bellow.
Ovserving this TV commercial we can see that the girl lost something but couldn’t find it no
matter how she searches then her little sister comes and states that if you eat Bloop you can
find lost things. This also ending with the reporter stating the same thing the fact is not really
proven but Bloop is very tasy ending with the same manner dialogue “যনখি খ তখে চাই বাহািার
অভাব িাই”. Also showing a lot of flavors of Bloop. Both of the commercial was funny shoing its
fun to eat Bloop.
Newspaper
And for the newspaper they have used the following advertisement of Bloop. A lot flavors of the
brand can be seen. They are trying to focus a lot flavor for different types of people with different
taste. Anyone can pick whichever is preferable for them. So through this massage they
providing the varaity of their flavor.

6. Place Advertising
Billboards andposter
They are trying to the association on their Billboard posters, but in a complete different way.
They are using some famous taglines of some popular TVC of different brands. Through this,
they are trying to associate the brand with the existing positioning of other famous brands. In
this way, they are not only getting consumer attention, but also relating the brand image to other
established brand taglines and positioning.
Some of their Billboard Advertisements is discussed bellow

7. Well it’s a famous dialogue taken from superstar Anonto Jolil from a TVC of Grameenphone.
There advertisements on billboard is quite different from other companies as they are trying to
associate with big hits also the real reason behind the Billboard is nothing more than just
another reason to eat ice-cream. Let’s look at another example:

8. Here is another Billboard advertisement where the main theme was taken from Lux. Bloop again
took the liberty to use someone else in an unusual manner. Here it can be seen as another
excuse to eat bloop.
The above states that its just an eid fasion to eat Bloop.
The advertising doesn’t relate to ice-cream in much but the way both billboard was presented
was giving the vibe of eating Bloop ice-cream in any time for any reason with any excue you can
come up with. And always adding fun to the advertisement shoing that its fun to eat Bloop.
Trade Promotion
Trade shows
Bloop also
participated in
Internation Trade
Fair 2015, Where
they have a huge
stall. And it had
interesting feature to
it.
The interesting
feature of the
Pavilion was fun. There are function where you can take your photo with Bloop
characters as well as dance with them. Characters are created with a animation feature

9. wich is added to the picture you take. So many people participated and enjoyed the
whole time. Here is an example bellow.
Consumer Promotions
Contest and sweepstakes
Sweepstackes is a form of gambling where one takes participate without knowing
whether he or she will win or not. Bloop also had created such contest in the most
popular form of digital media Facebook.the rule of the contest is simple have fun by
posting any excuse to eat Bloop on their facebook page and lucky contestants are
picked randomly. Also the winners are given surprising prizes. The is to create the most
funny excuse to eat Bloop and Have fun with everyone.

10. Some winnersare givenavobe.

11. Interactive
They have gone for online bannerads,videos,FacebookalsoYouTube.
As for Face book page it’s really good and goes with their brand personality, a
screenshot is given bellow
And for the posts in the Facebook page well of course they are following their funny
way of advertising as well as different other things. One thing can be seen is their image
posting of different excuses which are simple excuses for eating Bloop as well as funny

12. at the same time. Let’s see some of them to get the idea.
Banner ads
Some of their Banner ads in different websites not much are also funny. Look at those
two banner that were used for online banners. Both of them are associated with other
brands also funny at the same time, showing that you just need any reason to eat Bloop
Ice-cream whether you want to make your teeth white or your face. This in reality is just
a funny excuse.
You tube
They have their own YouTube channel also. Here is a pic of their channel.

13. The video included in the video is also related with their brand personality which is fun.
They like to have fun with viewers as well as people on the streets. In the video it can
be seen the reporter is asking different types of people to talk nonstop about a topic for
40 seconds. If anyone succeed then they will have a free Bloop ice-cream. Also many
people are participating on the show and its fun to see it. Here is the video.
https://www.youtube.com/watch?v=lGVzWHsPLsM
Event marketing and Sponsorship

14. Bloop has sponsored a famous comicon which was held at banani chairmen field. Its
target audience was mainly fun loving people. The event main attractions were comics
and comics related items. This type of things are liked by people of all age who want to
have fun or have a great time all around.
And another event for them was the Valentine’s Day. On that day they come out in
front of shoping malls and busy places with their freeze and cart. Also they provided a
special offer to lighten up the mood. Buy any ice-cream costing more than 100 taka and

15. get a free bloop lolly.
Conclusion
Well no matter what type of advertising they did all of them were funny in its own way.
They were very good at holding their personality of fun as well as their slogan “যখনি
খখতে চাই বাহািার অভাব িাই”. they were success full in holding their position and
communicate what they really wanted to communicate to the consumers that its fun to
eat Bloop and you can eat it anytime anywhere. their platform for addvertisement was
Media advertisement, Place advertisment, Trade Promotion, consumer promotion,
interactve also Event. and in all of this platform they tried to do something new and
bring fun for the consumer which was possible by them. so would like to say that their
Integrated marketing communication was successfull.
“যনখি খ তখে চাই বাহািার অভাব িাই”