Prepared for:

Ishrat Jahan Synthia(IJS)

Prepared by:
Zerin Hossain
Introduction

First plant - At Bogra, a northern district of
Bangladesh, 220 km from Dhaka, the capital
of the country.
Plant size - Spread over 800 m2 of land and
7,500 sqft of factory building.
Present product - Yogurt from fresh milk
micro nutrients (vitamins, iron, protein,
iodine, zinc, calcium, etc.).
Introduction
Introduction
Cost of product - Seven cents/80g cup.
Sold locally at Tk5/80g cup.
Production capacity - 3,000 kg of yogurt/day
initially, increasing to a maximum of 10,000
kg/day from the third year
Product Brand - Shokti Doi means Energy
yogurt.
Introduction
Long-term plan - Fifty more factories to be
set up in the next 10 years in various remote
areas across the country.
Short-term plan - Two more plants to be
established
Cost of the plant - US$ one million
approximately
Situational
Analysis

Background.
Grameen Danone Foods LTD is
a social business enterprise

Dr Muhammad Yunus made the
idea of joint venture with the giant
French food company Danone

Background.
Launched a small yogurt
factory aimed at producing
nutritious foods for rural
children as well as employing
locals.

Football player Zidane was
invited to the opening ceremony
as a representative of France,
drawing even more popular
attention to the project.
Past and Present Advertising
Theme
Door to door sell

Cartoon mascot

Shokti Shingho = Lion Shokti

Mobile billboards
Impacts
Significant Environmental Influence

Product Evaluation

Marketing Channel Evaluation


Current Brand SWOT
analysis.
Consumer Evaluation
Demographic profile

Psychographic profile

Behavioral profile

2. Brand
Positioning
Strategies
Mostly focused to
the social business

mandatory to reach a
better position for the
sake of having a good
market.
3. The Big
Idea.
Campaign
An original
idea:The new taste
for the new
generation campaign
(in Bengali- Notun
projonmer notunotter
shaad)
Missions and Objectives
Reducing poverty by a unique proximity
business model that will provide daily healthy
nutrition to the poor.

The four main objectives of Grameen Danone
Foods Ltd.
1. To offer a product with high added nutritional
value.
2. To create jobs.
3. To protect the environment.
4. To be economically viable.
4. Creative
Strategy.
The USP (Unique selling
proposition)
The idea itself

The additional punch line of the ad
campaign.

Shokti Doi is the best to care your health. So
why not experience the best?
Promotion and Execution
Promotional Appeal:
A blend of emotional
and rational approach.

Execution Style:
combined execution
style where two
different appeals got
blend.
5. The IMC
Tools
Advertising Media
Advertising
- Print Media
- Electronic Media
- Outdoor media
Direct marketing
Personal selling
Sponsorship
Interactive media
Advertising Schedule
First three months i.e.
from October to
December - media
scheduling approach will
that be of continuity.
Next three months i.e.
January to March media
scheduling will that be of
slighting.
6. The Promotion
Budget
Budget
Unit for newspapers: cost/cm
2
is to be BDT 360.
A total of BDT 25,000 for the half page advertisement
(approximately)
Unit for radio: BDT. 300/10 seconds every time.
7. Evaluation
Tests
Direct
questioning
Order of merit
Recall
Tracking studies
Enquiry
8.
Recommendation
s.
Recommendations
New product segmentation
expand focus
Grameen Danone Food LTD also can set
up their factory outside of Dhaka
Purchase annual necessary goods at a
fixed price in that specific time while they
would promote moderate ads.
9. Concluding
Lines
Conclusion
Unique to the market
Conflict in PLC ( Product Life Cycle)
Cost efficient IMC plan for Shokti Doi
Additional recommendations




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