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P2, P3 & P4: Square Food and Beverage Limited (SFBL)

Square Food and Beverage Limited (SFBL) is launching a new vanilla cupcake product. SFBL has developed a communication plan to promote the new product using personal and non-personal channels. For personal promotion, SFBL will use 30 salespeople to conduct in-person promotions in Dhaka, explaining the product's quality, taste, and nutrition. Coupons will also be distributed. Non-personal channels will include social media advertisements providing a free spoon with purchase. Television ads will promote health benefits. Finally, SFBL will sponsor a concert to launch the product to a large audience, with a celebrity guest to further promote the cupcake. The comprehensive plan aims to increase brand awareness, market share, and profits for SF

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Farhan Rahman Arnob
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86 views7 pages

P2, P3 & P4: Square Food and Beverage Limited (SFBL)

Square Food and Beverage Limited (SFBL) is launching a new vanilla cupcake product. SFBL has developed a communication plan to promote the new product using personal and non-personal channels. For personal promotion, SFBL will use 30 salespeople to conduct in-person promotions in Dhaka, explaining the product's quality, taste, and nutrition. Coupons will also be distributed. Non-personal channels will include social media advertisements providing a free spoon with purchase. Television ads will promote health benefits. Finally, SFBL will sponsor a concert to launch the product to a large audience, with a celebrity guest to further promote the cupcake. The comprehensive plan aims to increase brand awareness, market share, and profits for SF

Uploaded by

Farhan Rahman Arnob
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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P2, P3 & P4:

Square Food and Beverage Limited (SFBL):


Square group is one of the leading companies in Bangladesh. They have a lot different kinds of
wings under this group like Square pharmaceutical, Square Food and beverage limited, Square
textile,Square hospital etc. Square Food and Beverage Ltd. is one of the most popular brands in
Bangladesh and has presented four prominent brands for serving the market such as: Radhuni,
Ruchi, Chashi and Chopstick. Radhuni is their most well-known brand. The items with global
norms are being served in around 30 nations. Devotion to quality, inventive items, client benefit
and sensible cost has given the organization an extraordinary position in the food business.
(Square Food and Beverage limited, 2020)

The Organization’s objectives and the marketing objectives of SFBL are given
below:
● To serve customers with food items those are of high quality and give optimal support to
meet physiological demands.
● To ensure profit of SFBL by creating consumer delight through ensuring Nutrition,
Health and Wellness.
● To make better food so that individuals carry on with a superior life and consider SFBL
as their first choice.
● To investigate and serve new new market segments with new products.
● To ensure company's growth not only in domestic market but also in global market.

Product Details:

SFBL is now going to launch a new product that is “Vanilla Cup Cake” which will be very tasty
and will ensure better quality from all other existing branded cakes.

Ingredients

1 pound each of butter, sugar, eggs and flour and contains no salt, baking powder or flavoring, 2
tablespoons of condensed milk 50gm and Vanilla powder.
SFBL is now going to launch a new product that is “Vanilla Cup Cake” which will be very tasty
and will ensure better quality from all other branded cakes.

According to PLC vanilla cup cake is in the introduction stage because this is a new product of
SFBL. The product is on the awareness stage of the buyer readiness stage. This product is in the
awareness stage because this is a new product.
Being the Brand Executive of SFBL, the following communication plan has been prepared for
Vanilla Cup Cake. For this purpose, following communication objectives have been set keeping
in mind the organizational objectives, marketing Objectives, PLC and buyer readiness stage.
● To inform consumers about the new Vanilla Cup Cake at a large scale through different
types of promotional activities. This will help the company to attract and reach new
segments of customers.
● To create an excellent brand image of Vanilla Cup Cake. It will also help SFBL to
establish the company as customers’ first choice.
● To encourage customers to select Vanilla Cup Cake switching from other brands. This
will helps to earn more profit for SFBL and ensure continuous growth.
● To capture the market share of packaged cake items by 20% within six months. This will
help to earn more profit for SFBL.

For achieving these communication objectives, both personal as well as non-personal


communication channels will be employed. Using these two types’ communication channels in
an effective manner is essential here.

Personal communication channel of SFBL:

Personal selling: The personal selling for Vanilla Cup Cake will be done using 30 people.
Moreover, it will help Square Foods and Beverage Ltd (SFBL) to ensure instant sales all over in
Dhaka city which will in turn help to increase market share. SFBL will give attractive stickers
with Vanilla Cup Cake to grab attention from the kids. The personal selling for Vanilla Cup
Cake will be done using a team of 30 people. This activity will be carried out in Dhaka city.
Personal selling sales people will explain to people about its quality and taste. They will convey
people about its nutritious values. They will also give attractive stickers with Vanilla Cup Cake.

Creative Content:

Personal selling sales people will also give attractive stickers with Vanilla Cup Cake. In
personal selling, Sales people will give a coupon to customers who will purchase from them. The
coupon will offer 20 taka off on every product consumers purchases next from any retail shop or
any supermarket. There is a time limit for this price off offer- from 1st September to 20th
September.

Justification:
As personal selling helps to ensure instant sales it will also help to increase sales and awareness
because it is a one to one selling process where sales people pursue consumers to purchase
instantly. Again through personal selling SFBL will capture 20% within 6 months. It is costly but
personal selling helps to attract large scale customers. As they will convey information to
consumers about its quality, taste, nutritious values, it will help to inform people about this new
product and attract them. Customers will switch to vanilla cup cake over other brands because of
providing coupons to the customers.

Non-personal communication channel of SFBL:

Different types of media will promote the Vanilla Cup Cake such as: Online media, Print media
and Broadcast media.

● Online media: The promotion of Vanilla Cup Cake, free spoons will be given upon
purchasing Vanilla Cup Cake. This information will be given in social networking site’s
pages as this media helps to reach a huge amount of people within a short period of time
at a lower cost.
Creative Content:

The promotion of Vanilla Cup Cake, free spoons will be given upon purchasing Vanilla Cup
Cake. As a sales promotion offer for vanilla cupcake, buy one get one offer will be given upon
purchasing vanilla cupcake from on online purchase. If customers purchase from any online
supermarket page like: Agora, Meena Bazar, Shwapno and many other online pages they will get
this offer. This offer related information will be given in social networking site’s pages and there
will be a time limit for this offer from 1 st December to 15thDecember. The online advertisement
will be done using attractive visual aids to promote the vanilla cupcake .

Justification:
Advertising in the social networking sites will help to increase brand awareness about Vanilla
Cup Cake among the consumers. Free offer will also encourage customers to choose Vanilla Cup
cake switching from other brands. So, it will also help to capture market share within a short
period of time of SFBL. ´Sometimes people avoid or disturb seeing the online advertisement as a
result they about the advertisement. To inform consumers about the new Vanilla Cup Cake at a
large scale through different types of promotional activities. This will help the company to attract
and reach new segments of customers. Providing a free spoon upon purchasing the product will
encourage the customers to choose vanilla cupcake switching from other brands. As customers
will get buy one get one Free offer on Online purchase, it will also encourage customers to
choose Vanilla Cup Cake switching from other brands. So, it will also help to capture targeted
market share within a short period of time of SFBL.
● Broadcast media: Advertisement will be given through television to let the customers
know about the accurate information of Vanilla Cup Cake. The more the customers will
get to know the health benefits of having Vanilla Cup Cake through celebrities the more
they will purchase the product.

Justification:

Advertising through television will increase brand awareness among the consumers. It will help
to create a good brand image of Vanilla Cup Cake. Advertising through television conveying
health benefits using celebrities will also encourage customers to select Vanilla Cup Cake
switching from other brands.
Events:

An event for the promotion of Square Foods and Beverage Ltd (SFBL) Vanilla Cup Cake which
will take place in a concert. The sponsor of this whole concert will be SFBL and in this way the
Vanilla Cup Cake will be highlighted to a huge number of individuals. There will be some chief
guests who will be present in the concert. There will be the Bangladeshi actors, actresses, singers
and owners of different groups of companies so that the information regarding the product will
reach easily to a good amount of people. The date of the concert will be on 15 th April 2021 and
the venue will be in International Convention City Bashundhara (ICCB). In this launching
programme, some instructions will be read out in front of the people that will be provided with
the product. SFBL will enhance its customer relationship and as a result, their brand image will
be better and the customers will be satisfied.

Creative Content:

There will be some chief guest. And the chief guest will be Nusrat faria because now she is the
most popular actress in Bangladesh who will be present in the concert and she will convey about
the new variation of Vanilla Cupcake and also the health benefits among the customers.

There will be a Bangladeshi singer, James and a popular band Arnob they will perform So, the
audience will get more attracted and aware about the product.

Justification:

This event of the new product of SFBL will help the company to attract and reach new segments
of customers. As this event will be very big, it will help to capture market share by 20% within
six months. Which will be very profitable for SFBL.

Budget for the communication channel


There are four types of budget:
In this communication channel, Affordable Method will be used for minimizing the expenses and
maximizing the revenue. Affordable Method will be used with an objective minimizing the
expenses and maximizing the revenue and this way promotion budget will be set at the level of
management that the company can afford. The budget for this communication plan is given
below: -

Communication channels Budget (Tk)

Personal selling 25,00000

Broadcast media 15,00000

Print media 20,00000

Online media 30,000

Total: 6,030,000

Regulations, Ethical Issues & Marketing Communications:


The marketing communication plan the related rules regulations, Ethical Issues etc. were
followed. While preparing the advertisement of SFBL vanilla cup cake. SFBL must avoid bait
and switch practice and SFBL cannot show or depict any specific competitor’s product brand as
inferior in their advertisement.

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