[ all research files and reports at: http://scr.bi/bong-konnection-reports ] Presentation on "Bong Konnection - a startup of premium branded specialty sweets" by Shabbir Akhtar (PGPM 10, Globsyn Business School - Global Campus) for the subject "Marketing Management"

1. Premium Brand of Specialty Sweets
Marketing Management
Presented by – Shabbir Akhtar
(PGPM 10, Globsyn Business School – Global Campus)

2. STPD Strategy

3. The STP Process
• Geographic Provide specialty
• Demographic sweets from across
• Psychographic Bengal at the door
• Behavioural steps of consumers
Single Segment
Concentration

4. Differentiation
• Product Differentiation
• Service Differentiation
• Personnel Differentiation
• Image Differentiation

5. Branding Strategy

6. Brand Components
• Name
• Logo
• Color
• Tagline
• Jingle
• Mascot

7. IMC Strategy
Digital Marketing
Event Public Relation
Advertising Sales Promotion

8. Teaser Ads
• Mission: Inform about the upcoming entity –
Bong Konnection
• Money: Rs. 1,97,200
• Message: Bong Konnection coming soon
• Media:
– OOH: Graffiti across the city
• Cost: Rs.30,000
– Radio: With Bong Konnection jingle
• Cost: Rs.67,200
– Newspaper Insertion: At major locations
• Cost: Rs.1,00,000

9. Graffiti

10. Flier

11. Introduction Ads
• Mission: Introduce Bong Konnection
• Money: Rs.30,94,360
• Message: In synchronization with the positioning and
differentiation factors
• Media:
– OOH
• Cost: Rs.16,60,000
– Print
• Cost: Rs.12,77,560
– Radio
• Cost: Rs.1,56,800

12. OOH

13. Print

14. Public Relations
• CSR Activities
• Cookery Shows
• Experiential Events through
Sweet Tooth de Kolkata

15. CSR Activity

16. • Date: June 16 and 17, 2012
• Venue Partner: City Centre I
• Media Partner: Star Ananda and ABP
• OOH Partner: Enkon
• Radio Partner: Red FM
• Stalls Partner: Century Ply
• Awards Partner: Fast Track and Presto
• Event Management Partner: The Dreamm Merchantss
– Cost: Rs.2,00,000

17. Digital Marketing

18. Search Engine Optimization
• Bong Konnection
• Bong Connection
• Sweet Shops Kolkata
• Sweets Kolkata
• Kolkata Mishti
• Buy Sweets Online
• Online Sweet Shop
• Mishti Shops Kolkata

19. Social SEO
Peanut Butter = Social Media
Jam = SEO
Bread = Brand

20. Facebook Advertising
• Targeting friends of fans
• The CTA should keep
users in Facebook
• Targeting also based on
“Likes & Interests”
• Location targeting for
local businesses
– Cost: Rs.5,00,000

21. Facebook Brand Page

22. Facebook Page Activities

23. Facebook Page Activities
Thanks Bong Konnection for the
delicious Rasmalai... I and my
family members relished the
sweets sent by you. Thanks once
again…
-- Ramakant Mahawar

24. Facebook Page Activities
Thanks Bong Konnection. All your
sweets were extremely delicious &
has a unique taste, especially the
Rasmalai & Nolen Gurer Rosogulla.
Milk cake and Bati Kheer were also
good. We all enjoyed...
-- Arpana Bagchi

25. Facebook Page Activities

26. Facebook Page Activities

27. Facebook Page Activities

28. Other Facebook Properties

29. Daily Deal Sites

30. Games

31. Thank You
http://fb.me/BongKonnection