Bellissimo Essay Example

adults, and elderly individuals.

SMART Objectives

• Specific

In response to the increasing desire for distinctive products, we will be launching new varieties of Bellissimo ice cream in our country. Our objective with this IMC campaign is to expand our current ice cream offerings by introducing fresh options. This initiative will be executed over a span of two months.

• Measurable

By conducting market research and surveys, we can assess whether we have successfully achieved our objective of a 30% sales growth within two months. These activities enable us to evaluate our goals.

• Attainable

With a large ice cream machine and all the required ingredients, we have the necessary resources to increase our sales. Our goal is to expand our range by introducing new flavors and maintain a stock of the necessary ingredients.

• Realistic

In order to outperform our rivals, it is crucial for us to improve the quality and packaging of our products, as well as introduce a variety of flavors. Our main focus is on increasing sales, and we have an adequate number of staff members to accomplish this objective. With intense competition in the ice cream industry, now is the perfect time for us to take action towards this goal. This is especially important for Bellissimo, considering its position as an ice cream company in the current market.

• Time-bound

It is essential to include a specific and realistic time frame in the objective statement. Our commitment is to achieve our goals within a

two-month period, and we will put in dedicated effort towards accomplishing them.

Contact points

1. Retail stores
2. Personal selling
3. Cafe
4. Departmental store
5. Shopping mall

Methods for covering the contact points

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Retail stores serve as the main places where individuals engage with ice cream. To effectively connect with these touchpoints, Bellissimo ice cream can adopt the following tactics: Installing banners and billboards on retail store rooftops and providing gifts or exclusive promotions to these establishments, such as offering practical items like gift hampers or running contests showcasing the Bellissimo logo.

Personal selling

Bellissimo can arrange vans in various locations, such as in front of offices, universities, schools, and colleges, where people can receive or purchase Bellissimo ice cream. To make it more appealing, they can offer small free samples.

cafe

Bellissimo can now expand their cafe locations to Banani, Dhanmondi, Gulshan, and Uttara, making it more convenient for customers to visit.

Departmental stores

In order to enhance the presence of Bellissimo ice cream in departmental stores, various actions can be implemented. These encompass dedicating a freezer exclusively for Bellissimo products, offering exclusive discounts for the departmental store, and outfitting sales staff with t-shirts displaying the Bellissimo brand.

Shopping mall

Bellisimo has

the opportunity to establish their stores in shopping malls, such as Basundhara City.

IMC tools: IMC is the core of Bellissimo Ice Cream's promotional management. The combination of various channels and extensive use of advertisements and other promotional tools has made marketing increasingly complex and challenging to reach the target audience. Therefore, it is essential to engage people through all promotion channels. Since our product is relatively new, we are currently implementing the Innovation Adaption Model of customer response process. Additionally, for a low involvement product like ours, we will employ the low involvement hierarchy. We have decided to exclude Personal Selling from Bellissimo's promotional campaign as we believe it is unnecessary and not cost-effective for our product. However, we will utilize the remaining tools efficiently.

Bellissimo is showcasing their Integrated Marketing Communication strategy in action here.

Advertising

In order to initiate the campaign, we provide customers with an assessment of the Innovation Adaption Model which will lead them to the subsequent phase of the trial. Considering our potential customers' familiarity with Bellissimo Ice Cream and their current stage of interest, it is crucial that our advertisements are crafted to generate a profound longing within them. The available advertising media options are as follows:

TVCs

Bellissimo Ice Cream has developed a TVC demo to demonstrate its effectiveness in challenging situations. Our objective is to dispel the misconception that Ice Cream is solely for summer, and instead position Bellissimo Ice Cream as suitable for hot conditions year-round. This strategy aims to increase sales during winter. As part of our marketing campaign, we will utilize innovative billboards featuring compelling information and

appeals for Bellissimo Ice Cream. These billboards will take on unique shapes that represent the various flavors and qualities of Bellissimo Ice Cream, enabling individuals to discover and enjoy its diverse offerings. To differentiate ourselves from competitors such as Igloo, Polar, and Kwality, we intend to employ flash-mobs as an impactful tool within guerrilla marketing.

We have several ideas for flash-mobs. In public places like shopping malls or busy footpaths, two young people will stage a simulated quarrel, acting aggressively and starting a fight to attract a crowd. The onlookers will try to figure out the cause of the altercation when suddenly, a girl dressed as an angel will appear and ask them, "matha gorom? Have a Bellissimo Ice Cream." The quarreling individuals will then take and eat the ice cream, feeling refreshed, before embracing each other. It will become apparent to the crowd that this was orchestrated by Bellissimo intentionally. They will also be given the opportunity to purchase Bellissimo at that location. The entire scene will be recorded by a hidden camera for later dissemination through various media channels. This impressive display will astonish people and make them associate it with Bellissimo.

Aerial advertising can be done using cone ice cream-shaped balloons featuring the Bellissimo logo and designs. These balloons can be placed at special event locations such as trade fairs, cricket stadiums during tournaments, or even in the middle of busy roads.

Another idea is to incorporate tables shaped like Bellissimo ice cream cones into different open food courts or park areas. When people enjoy their meals on these tables, it will create the illusion from afar that they

are indulging in a massive Bellissimo Ice Cream.

The authentic Bellissimo ice cream experience will be alluring and enticing to people, thanks to the visual spectacle it offers.

Sales promotion refers to a range of strategies and techniques aimed at increasing sales and attracting customers.

Sales promotion is an effective strategy for attracting customers to test a product, improving its attractiveness and boosting the likelihood of potential customers accepting it. There are various approaches to utilize sales promotion to its fullest potential. The following are some potential ideas for implementing sales promotion:

Consumer oriented

• Discounts: The most common tool of sales promotion. Customers can be offered a 25% discount if they buy the whole box or family pack. Discounts in winter will be available.
• Coupon: Coupons can be distributed in different food shops or shopping malls and the redemption will give customers a mini tester pack of Ice Cream. It will assure a trial.
• Contests: People will be asked to make a real flash-mob of Bellissimo Ice Cream with their initiatives and send us the video of that. Selected winners will get attractive prizes.
• Bonus pack: Bonuses will be given during the surpluses of production. It will help to increase the sales over other brands because Bellissimo is giving more at the same price.
• Trade oriented:
• Incentives: We can give incentives to the retailers or distributors if they can sell a certain amount of Ice cream. So, the retailers will push customers to buy

Bellissimo over any other brands and chances are people will have a trial and adapt if they like it.

Direct marketing

Direct marketing is a profitable and effective tool in Integrated Marketing Communications (IMC). It allows customers to adapt and experience low involvement products. There are various methods of direct marketing that can be used, such as identifying potential bulk customers through listing. Direct mails can also be sent, particularly in remote areas where representatives cannot easily reach. Additionally, representatives can visit corporate offices to persuade them to purchase Bellissimo Ice Creams in bulk for events like annual picnics, general meetings, and customer loyalty programs. This presents a great sales opportunity for these companies and gives their employees the chance to try Bellissimo Ice Creams since they have no other choice in this case.

We can acquire event lists from event management companies and approach customers directly to purchase Bellissimo Ice Cream for their events. Our goal is to convince them

that Bellissimo can create memorable moments at their events. Direct phone calls and SMS marketing are effective tools for Direct Marketing. We will collect potential customers' phone numbers through coupon offers and send them SMS messages. Additionally, we will call major buyers to inform them about our new flavors or offers. This approach will allow us to gather customer feedback on our products. To expand our reach, we can implement Direct Marketing programs in large food courts, retail stores, shopping malls, and hotels. These businesses can set up a Bellissimo POS to serve our ice cream to their customers, and they will receive a percentage of the total sales.

Public relation

Using it can effectively create a connection with customers, instill brand loyalty, and establish the desired brand image.

The following PR tools can be used for Bellissimo Ice Cream: social welfare programs such as providing food and education for impoverished children, offering shelter for homeless individuals, and conducting relief efforts. In preparation for Eid-Ul-Azha, sponsoring a "Goru-changeover hut" can help promote Bellissimo Ice Cream. Additionally, organizing food festivals, concerts, nutrition programs, and health check-up programs in various locations, universities, and key areas will be initiated.

Interactive marketing is the focus.

Thanks to the widespread accessibility of the internet, people of all ages now have more opportunities to use it. In terms of social media, around 90% of our target customers have a Facebook account, which has led to an increase in the usage of Facebook apps and pages. This dominance in Facebook marketing is superior to other methods like Direct Marketing. Additionally, smartphones are extremely

popular nowadays, especially among young individuals. This presents a great chance for effectively reaching and engaging with our target customers. Bellissimo already has a webpage and a Facebook page that can be improved by making modifications and adding more appealing elements.

On Facebook, customers can order on our Facebook pages and our salespeople will deliver to their home for a certain purchase volume. We can develop gaming apps on Facebook to promote and evaluate Bellissimo. Apps provide information and product benefits. Ice Cream making games for smartphones will be developed and the highest scorers will be rewarded weekly. Online contests on the Bellissimo page will ask people about the tastes, ingredients, colors, sizes, prices, flavors, etc of different Bellissimo Ice creams. Those who provide the correct answers will win lucrative gifts. These are the IMC campaign for Bellissimo Ice Cream created by us. Integrating all these tools will involve customers with our products and increase sales and customer loyalty.

Advertising execution styles

We will create a blend of dramatization and testimonials.

• Dramatization: we will show the experiencing approach of Bellissimo through a drama. In this drama we will show 4 people using the BE, LLI, SSIM, O sounds in a different situation. When we will adjust those words it will make Bellissimo.
• Testimonials: We will use testimonials showing our spoke persons eat Bellissimo ice cream and how they experience ice cream.
• Advertising Appeal: For our TVC we will use emotional appeals.

• Happiness: By eating Bellissimo ice cream, people can get a different taste of ice

cream. This will make happiness.

Brand Image

Efficient media planning is essential for a successful IMC campaign for Bellissimo Ice Cream. It is crucial to discuss all eight factors of media strategy development and implementation.

• 
  Media mix
  

We have allocated a generous budget for promotion because Bellissimo is a newcomer in the market. Our target customers consume various forms of media, including television. To reach them, we will air TV commercials on national channels such as BTV, NTV, and Channel I, as well as Indian channels like Z Bangla and Star plus, as there is a significant number of our target customers who avidly watch these channels. Additionally, we will leverage local cable TV channels to promote our product in specific areas at a lower cost. In terms of billboards, as discussed in the IMC section, we will customize billboards to suit our needs and strategically place them in prime locations throughout the country, particularly along important roads and highways. The Dhaka-Chittagong Highway holds particular importance for us. We will allocate 40% of our billboard budget to Dhaka and the remaining 60% to major cities such as Chittagong, Comilla, Rajshahi, and Sylhet.

We will advertise in national dailies such as Prothom-al, Jonokontho, Junior, etc. These newspaper ads will have a low frequency but high volume, with 2-page ads whenever they appear. We will also utilize local newspapers for cost-effective ad placement.

Magazines like

Canvas, New Age, Rosh+Alo, etc., which are popular among younger audiences, will be used for advertising. Magazines are also valuable for direct marketing as they publish coupons, vouchers, forms, etc., which readers can tear out, fill in, and send to us.

Our brand will have radio ads and endorsements from popular radio jockeys (RJs). Radios have higher channel loyalty compared to TV and people highly value endorsements from their favorite RJs. Additionally, radio advertising is more affordable than other electronic media.

• 
  Target market coverage
  

Despite incurring wastage from media overexposure, we will compensate for it through increased sales resulting from excessive promotion. Thus, although our initial focus is on promoting extensively, it will yield positive long-term outcomes.

• 
  Geographic coverage
  

In contrast, we can increase promotion in the warmer northern regions of our country where Ice Cream sales are high during summer and warm weather.

• 
  Scheduling
  

Pulsing will be implemented to a certain extent, with increased advertisements during winter and hot seasons such as July-August.

• 
  Reach vs. Frequency
  

The utilization of frequency is crucial for establishing a lasting presence in the minds of consumers. By implementing a Continuity schedule for ads, we can effectively reach our target customers with a high frequency.

TRP is a reliable way to measure both reach and frequency at the same time, effectively evaluating the impact of ads. TRP combines reach, frequency, and the percentage of

target customers to provide a fair assessment and allow for effective control of ad effectiveness.

• 
  Creativity and Mood
  

Ads will be personalized based on the target customers' moods, particularly as our audience mainly comprises of young people. This enables us to develop more imaginative advertisements that captivate them by offering insights and entertainment. Even when dealing with important subjects, we ensure a sense of propriety while also appealing to their emotions. The essence of true creativity lies in connecting with the customer's mindset and aligning it with their mood. Thus, it is essential to thoughtfully integrate mood and creativity.

• 
  Flexibility
  

The text emphasizes the importance of having flexibility in promotional campaigns. It is recommended to consider the following criteria for achieving this:

Market Opportunities:

It is essential to evaluate the development of products. We need to be ready to manage any growth and ensure our media strategy can adjust accordingly to support rapid expansion.

Market Threats:

Giant companies in this sector are currently successful without much promotion. However, once they observe the intense promotion of Bellissimo, they will not remain idle. They will also increase their promotional efforts to compete with Bellissimo. Therefore, our campaigns need to be strategic enough to counter their actions effectively.

Availability of Media: To ensure the availability of media, we have targeted young individuals residing in prominent areas who fall into specific social and educational classes. Although we do not anticipate any issues, if they do arise, we must

quickly identify and utilize an alternative media medium.

Changes in Media/Media Vehicle: The media vehicle is constantly evolving and improving. It is essential that we stay informed about new technologies and ensure our campaigns can be modified to accommodate these changes. For instance, we should produce HD and 3D videos for ads from the start, to adapt to the rapid emergence of new technologies.

• 
  Budget consideration
  

In order to determine a media strategy budget, it is important to initially evaluate the Return on Investment (ROI). Precise assessment of CPMs and CPRPs plays a vital role in this procedure. If these metrics decline, increasing the budget will result in a favorable effect on the ROI.

By strategically applying media planning, we can ensure a successful promotional campaign for Bellissimo. Failing to do so will result in wasted spending.

To sell a product successfully, it is essential to implement and execute the Integrated Marketing Communication (IMC) plan effectively. The IMC campaign we created for Bellissimo will generate significant sales and demonstrate its effectiveness. Proper execution and monitoring are crucial in achieving success. Our approach challenges the traditional idea of consuming ice cream only during warm seasons by promoting consumption in hot situations. We aim to change consumer behavior regarding ice cream consumption. If our campaign succeeds, we expect continuous growth in sales for this product.