From the perspective of Bangladesh we have known that the Sneaker cleaner, snicker cleaners or the converse cleaners are not available from other company, Chemtrek is the first as a company that is introducing the snicker cleaner for our target market. That’s why we are not going to face any kind of direct competition from the market. But we have some indirect competitors in the market regarding snicker cleaning. In our country we have detergent or soup for cleaning these items. So indirectly we have to handle those competitors and establish a new product for snickers cleaning. So we are now trying to get a competitive path for our product to be established. We have known previously that there is no any direct competition for this particular product that is snicker cleaner, so we have the opportunity to take a significant place for our product. If we can synchronize our all of the proposed IMC plan, then. When we are saying about the snicker or converse then it is saying itself about its target market. Now a day’s snickers or converse are used by the young generation. Mainly we have targeted the students of the colleges and universities as our target customers. In this plan we will try to cover all the communication tools for marketing or promoting the particular product “Kelly’s Sneaker Cleaner”.

1. “Kelly’s Sneaker Cleaner”
For
Md Anamul Hoque Rubai

2. EXECUTIVE SUMMARY
In this plan we will try to cover all the
communication tools for marketing or
promoting the particular product “Kelly’s
Sneaker Cleaner”.

3. Company Profile
• Chemtrek Industries Bangladesh LTD.
• Objective
• Mission
• Vision

4. Introduction
• Objectives
• Scope
• Limitations
• Methodology

5. Launching “Kelly’s Sneaker Cleaner”
under Chemtrek
• Choosing Sneaker cleaner
• Reasons for Choosing Chemtrek to launch this
product

6. Marketing Mix for “Kelly’s Sneaker
Cleaner”

7. Competitive Analysis

8. Opportunity Analysis
• 1. “Kelly’s Sneaker Cleaner” is the first ever produced sneaker / converse
cleaning product in Bangladesh. This message will definitely bring a
positive impression on the mind of consumer.
•
• 2. “Kelly’s Sneaker Cleaner” has the opportunity to effectively reach in the
mind of target customer as it will introduce the new solution of getting
instant cleanliness. No other shoe / converse / sneaker cleaner have
claimed about that benefit (Instant Cleanliness) before “Kelly’s Sneaker
Cleaner”.
•
• 3. The “Kelly’s Sneaker Cleaner” has the opportunity to establish its brand
name under the corporate image of Chemtrek Industries Bangladesh Ltd.
•
• 4. Large scale advertising will provide “Kelly’s Sneaker Cleaner” a
competitive edge over its direct or indirect competitors.

9. Target Market Analysis

10. Findings & Survey Outcomes

11. Findings & Survey Outcomes

12. Findings & Survey Outcomes
People normally clean their
sneaker weekly and monthly.
If we relate from previous
than we can say, due to
hassle for washing the
sneaker with soap or
detergent they do not bother
about cleaning the sneakers
every day.

13. Corporate Strategies
• The Role of Corporate Image
• Tangible elements

14. Communication Tools
• Advertising
• Sales Promotion
• Public Relations
• Direct Marketing
• Corporate Name
• Logo

15. Communication Tools
• Package
• Label

16. Communication Tools
• Intangible elements
– Corporate policies
– Ideas and beliefs
– Culture of the country
– Media reports

17. Brand Development Strategy

18. Brand Development Strategy
• Brand positioning
• Brand positioning for “Kelly’s Sneaker Cleaner”
‘Instant’ This word conveys the strongest level that means it try to portray
the beliefs and values. Because instant clean means within few seconds it
can clean off the dirt and brings a new look.
‘Clean’ This word try to convey the medium level. Because this word
associating it’s name with a desirable benefit. Here the name clean itself
portrays the benefit.

19. Brand name and logo selection
• Name selection
• Logo selection
• Brand Sponsoring

20. Brand development strategy

21. Pricing strategy of “Kelly’s Sneaker
Cleaner”
• Market skimming pricing
• 200 BDT per Bottle

22. Brand Positioning Strategy
• Distribution Strategy
• Public Relation Strategy

23. Integrated Marketing
Communications Management
IMC Objectives
Like all products the goal of the “Kelly’s Sneaker Cleaner” is to
increase profits. Company set IMC objectives in 3 stages (to
consumers, to business to business and to its distributor) to
achieve this overall goals. But in our report we are
considering the IMC objective only for the end users

24. Agency Selection
All of the advertising tools that are being used for our
IMC plan is created by the most promising advertising
agency named “Creative BIN”.They have provided us
• TVC
• On Air advertisements
• News Paper
• Bill Boards
• Banners/ festoons
• posters
• Stickers

25. Internet Web Site
.
www.chemtrekbd.com

26. Integrated Marketing Communication
Methodologies
• Advertising
– Goal
Advertising has long been viewed as a method of mass promotion
of a single message to reach a large number of people. There is
always a specific goal behind every advertisement. Advertising
goal is a particular communication task to be accomplished with a
specific target audience in a given period of time. The advertising
goal for “Kelly’s Sneaker Cleaner” primarily is to creating
awareness among the potential customers. After establishing the
brand in the market there will be goals like becoming the market
leader

27. Creative Brief
• Profile of Target Customer
• Geographic Area
• Message Theme
• Supporting Source
• Product Benefit
• Leverage Point

28. Consumer Promotion
• Consumer Promotion Selection
– Trade Promotion Selection
• Sample Consumer Promotion
– Personal Selling
– Sponsorship Programs
Database Programs
Data Warehouse
Direct Marketing

29. Media Plan
• Target Audience Selection
• Media Objective Specification
– Reach
– Frequency
– Cost per thousand
– Cost per point
– Impact

30. Media Plan

31. Media and Vehicle Selection
• Radio
• Print Media
– News paper
– Billboard
– Magazine

32. Media and Vehicle Selection
– Banner

33. Media and Vehicle Selection
– Poster

34. Media and Vehicle Selection
– Television
• ATN Bangla
• NTV
• BTV
• RTV
• Channel-i
• Desh TV
• ATN News

35. Media and Vehicle Selection
• Transit Advertising
• Volvo Bus
• Ekushey Bus
• My Line
• Winner Bus Service

36. Advertising Media scheduling
• Continuity
• Flighting
• Pulsing

37. Pulsing
“Kellys Sneaker Cleaner” we will be using Pulsing method. On summer
time to Rainy Season we will increase our frequency for reaching to the
target audience as on those seasons we have seen more dirty sneakers
which is hassle for the target customers. In the below diagram we tried to
illustrate the idea that we will increase the frequency of advertisement in
between April to October as there is rainy season and very hot season of
summer where people normally make their shoes dirty.

38. Media Buying
• Radio
– Per day advertising expense will be 55000 and the expense monthly
will be 1650000 and annually the expense will be approximately 1.98
crore

39. Media Buying
• News paper
– We will cover almost half page when “Kelly’s Sneaker Cleaner” will be exposed
for the first time in newspaper. 3 ads will be given sequentially in newspapers.
In this case we will give ad in 1st page in 5 selected newspapers Monthly the
advertising cost will be 16.4 lacs and annually advertising cost in newspaper
will be 1.97 crore

40. Media Buying
• Billboards
– In total to place billboards on the above locations initially, it will cost
15.5lac per six months and annually BDT 30.9 lac.

41. Media Buying
• Television Media
It can be planned for the new brands TVC for per month
basis and we can look for different peak hour packages. In
this plan monthly we need 1007000 and annually
estimated budget for Television Commercials is over 12
crore

42. Media Buying
• TVC

43. Media Buying
• Transit Advertising

44. IMC Budget

45. Conclusion
This IMC Plan & Campaign is not just about
putting a company’s name and logo in front of
the target market; it is about building
relationships with the potential customers for
the Sneaker Cleaner