PRAN:
Pran
is one of the most reputed companies in Bangladesh, since 1981.Over the years
the company not only grown in stature but also contributed to the overall socio
economic development of the country. Pran is currently one of the most admired
food and beverages brand among the millions of people of Bangladesh and other
90 countries of the world where products are regularly being exported. Pran is
currently producing more than 200 products under 10 different categories i.e.
juice, drinks, mineral water, bakery, carbonated beverages, snacks, culinary, confectionery, biscuits and dairy.
PRAN ATOM GUM:
This is a Chewing Gum. It contains many flavours.
The ingradients are suger, gum base, corn syrup, cytric Acid (e-330), permitted
cythetic food colors, added different flavors.
What Is IMC?
The American Marketing Association defines Integrated Marketing Communications (IMC) as "a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time."
They chose their target market for Pran Atom Gum in the following ways:
Segments
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Demographic
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Psychographic
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1.
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Age:
13-30 years
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Lifestyle:
Normal-trendy, well informed.
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2.
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Occupation: students
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Personality: seeks and prefers quality.
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3.
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Gender:
Male and Female
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Behavioral
factor: Trendy, Modern, joyful,
positive minded.
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4.
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Religion:- All
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5.
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Social
status: Lower middle class-High class
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IMC objectives (SMART) are
the main objectives that make people aware of our products to increase our market
share by increasing sales.They HAve some IMC objectives to create awareness of
Pran atom gums’ and these objectives must be achieved by the following
criteria:
© SPECIFIC: Their goals for the campaign must be specific. The objectives of their campaign should
specifically state by what amount they would like to increase their market share.
© MEASURABLE:The
goals of their campaign have been measurable in numbers. It provided something that can measure to show whether the objectives were achieved
or not.
© ACHIEVABLE:Before setting the objectives they have access its capabilities and
its marketing environment and ensured that their objectives are achievable.
© REALISTIC:To
increase their market share, they had review their resources, employees,
competitors and current market share to ensure that the increase is attainable
and realistic.
© TIME BOUND:The
element of their objectives were achievable in the given time; therefore it was time specific.
TOOLS of IMC:
A combination of the four tools of
IMC is used to create a successful communication for the consumers of pran atom
gum. The use of these IMC tools ensured that the product was exposed in its
target markets effectively and this helped them achieve their SMART objectives.
A total marketing strategy is designed by integrating the IMC tools together so
that they they can produce a successful IMC campaign for pran atom gum.
Advertising:
They are using broadcast
media, radio and print media for the IMC campaign of pran atom gum.
They given their ads on Radios in Bangladesh. they also advertised through bus advertising, wall painting etc.
Interactive Marketing:
They promoting Pran atom gum also in internet through creating a face book page
where the fans get all the latest videos of Pran atom gum and will get all
the news of latest offers.
Personal Selling:
They also went through personal selling by setting up stalls in trade fair where they do advertising and promoting as well.
Personal Opinion:
Pran is a large company in our country now a days. their new product that is Pran Atom Gum has been a success. But they could have that more boosted it by many terms. We can see that they targeted the young generation so could have come with different types of contests for the young generation which would be very positive for their product promotion. They also could have come up with some social well being activity. So that people could know that they are also socially bold. that would have give them a good edge in terms of public relation which is a another term of IMC tool.
Reference:
- http://bangladeshbrands.com/Pran/
- http://www.bdproducts24.com/2012/11/atom.html
- https://www.facebook.com/AtomGum
- https://www.youtube.com/watch?v=y0Bo3uIJDSM
