Analysis of the BTL Activities in Dhaka City in the Diploma Mishti Lorai -3 By: hridoy Subject Name: Marketing File Type: pdf File Size: 1.469774 MB Diploma Mishti Lorai 3 is a dessert making competition which has been organized by the New Zealand Dairy Products Bangladesh Ltd. (NZDP) under their most popular brand of full cream milk powder Diploma. This is a brand activation program to establish the brand more strongly and make it more popular. Diploma Mishti Lorai 3 is the continuation of Diploma Mishti Lorai 1in 2009 and Diploma Mishti Lorai 2 in 2010. In the earlier 2 phases total communication was done through BTL activities and selected region was only the Dhaka city. But this time both ATL and BTL communication have been done and the region is all over Bangladesh. This report provides an analysis, effectiveness and evaluation of the BTL activities done in DML 3 in Dhaka city. The report is based on the BTL communications. BTL communication has been done mainly in four parts; these are Modern Trades, Schools Colleges and Cooking schools, Shopping Malls and Cluster Market. In all these parts activation was done by the brand promoters who were the front line employees in the BTLs. BP s were selected, recruited and trained by the BTL agency of this activation program Response and NZDP marketing team. The job of the BPs was to communicate with the prospective customers who can join in the DML 3 competition by sending recipe. Their duty was to motivate people to participate in the program and to tell them the rules to participate. BPs had specific dress code and pre planned schedule to work efficiently and every BP had a certain target to meet in daily basis. The basic rules of participation was to send a recipe of dessert with a empty pack of Diploma 400/500 gm, one passport size and one 3R size photograph of the participant, full address and phone number. One competitor can 3 recipes at best. The objective of DML 3 is to gather as much recipe as possible by creating awareness and popularity of the brand. The objective of the report was to find out the effectiveness of the BTL activities in DML 3 in the geographic region of Dhaka city. So it will be helpful to take decisions in the further this kind of activations arranged by NZDP or other similar organizations. Modern trades are popularly known as super stores. There are nearly 100 super store outlets in Dhaka city. DML 3 chose 40 outlets to do the activation program. Modern trades were selected because Diploma is a premium product and most of the customers of this place are premium customers. More than 100 school, college and cooking school have been chosen targeting the waiting mothers in the schools, college girls and who has a deep interest in cooking. Inside of 2 big shopping complexes; Newmarket and Basundhara City and outside of nearly 50 shopping malls have been selected to communicate with existing customers and prospective customers. A huge portion of total sales of Diploma FCMP comes from cluster markets in Dhaka. Cluster market means the traditional markets which are popularly known as bazaar or kachabazar. There are 90 BPs who are regular employer of NZDP working in these places. They worked for the DML 3 in the activation period. Nearly 60% of the total recipes received from Dhaka city was from BTL activities. The number of recipes was 1766 of 3097 in Dhaka city. From Modern Trades, Schools and Colleges, Shopping Malls, Cluster Market consecutively 695, 216,362, 495 recipes were received. When it was measured at percentage of recipes received to forms distributed reporter found that the BTLs Modern Trades, Schools Colleges and cooking school, Shopping Malls, Cluster Market consecutively received 2.80%, 2.14%, 1.69%, 1.57% recipe to form distributed and the average was 2.01%. So it is found that best output or result has been received from modern trade. Here the recommendation is that activation in modern trade BTL given the best output in DML 3 among the four. For this kind of activation of premium products like Diploma FCMP or other premium products this sector can be given highest priority.
Posted on: Wed, 19 Jun 2013 18:09:52 +0000
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