Target Audience Bangladesh is a tropical country.

There are lots of mosquitos around the country especially in the rural urban areas and the slums. The only problem for children not to play outside is the mosquitos. People want to live comfortably without the mosquito bites. They use products such as mosquito coils, sprays and mats. Buzz Killer mosquito repellent cream will help them to stay safe and get relieve from all kinds of mosquito bites. The target audience for this cream is the Socio Economic Class (SEC B) whose are 18 to 40 years of age. Though this cream is applicable for every age of people but we are targeting those who are going to purchase it. Demographic Characters Income: Socio Economic Class (SEC B) Age: 18-40 years Gender: Both male, female and children Educational Level: Primary Psychographic Characters The challenge for us is to make consumer consider Buzz Killer as the primary defense option against mosquitos. The product has maximum utility outside the house and that is why we are promoting it for kids who wants to play outside or the people who lives around mosquitos. Different consumers fall in different social classes. This depends mainly on their buying power. The buying power is affected by the background of the customer, his income as well as his spending habits. If our target customers are the SEC B people, they will always buy products which are more cost efficient and stays for a long period of time. It has almost become a tradition in Bangladesh to use sprays or coils to get rid from mosquitos. Almost every house does that. But our product is cheaper and more reliable than those sprays and coils. People in Bangladesh always get influenced by herbal products and our product is totally made of aloe Vera to suit all skin types.

Budget We have made a budget of the advertisement campaigns for our product Buzz Killer for a time period of 6 months. We have set the price for the 75g/2.65oz pack at 65.00 BDT. We have distributed the amount to the different sectors of media we had selected. In the newspaper we would provide and pay for advertisements in the size of 10inches*4columns and 8inches*3columns. For TVC we would run the commercial for 30 & 20 seconds duration. For RDC we would run the commercial of 45 seconds duration. We would display billboards in all the divisions of Bangladesh. They will be sized keeping a ratio of 1:3 (width: length) A particular amount of budget will be allotted to other media like Digital media as for SMS, Facebook, Social blogging as well as other Public Relations, activation and Direct Marketing activities. After doing all the calculations our budget sums up to 26,042,830 BDT.

Media Plan Summary Name of Campaign : Buzz Killer 1st phase TVC (40 & 20 Sec) Campaign Period : 30 Days

Sl.

Channel Mix

Total No of Spots

Hour Peak 6pm12am 91 400 425 916 Off Peak 12am6pm 25 400 425 850

Program Mix Open/Fixe d spot (8:30pm10pm) 73 703 733 1509 News 8pm/10p m 0 20 20 40 Drama/ Progra m 18 30 40 88 MB Drama/ Progra m 0 20 30 50 Bangla Movie/T F 25 7 7 39 Before Program/Ifta r 0 20 20 40

Campaig n Duration

Amount (TK)

1 2 3 4

BTV ATN Bangla NTV Total Spots

40 Sec 55 300 250 605

20 Sec 70 500 600 1170

Tota l 125 800 850 177 5

30 Days 30 Days 30 Days

2890695 1500000 1200000 5590695

Press Estimate Product : Buzz Killer Campaigne : Launch and Maintenance Campaigne Period : 6 Months (1st and 3rd Quarters)

Newspaper Size (Col.inch) Column Inch Color Page # of ins Rate / col.inch Actual Cost % off on cash rebated Cost Daily Star 40 4 10 4 Front 1 11,000 440,000 20% 352,000 Launch Prothom Alo 40 4 10 4 Front 1 16,000 640,000 30% 448,000 Ittefaq 40 4 10 4 Front 1 12,000 480,000 35% 312,000 Daily Star 24 3 8 4 3rd 2 6,500 312,000 20% 249,600 Maintenance Prothom Alo 24 3 8 4 3rd 2 12,000 576,000 30% 403,200 (1st quart) Ittefaq 24 3 8 4 3rd 2 7,500 360,000 35% 234,000 Daily Star 24 3 8 4 3rd 2 6,500 312,000 20% 249,600 Maintenance Prothom Alo 24 3 8 4 3rd 2 12,000 576,000 30% 403,200 (3rd quart) Ittefaq 24 3 8 4 3rd 2 7,500 360,000 35% 234,000 Total Amount 15 4,056,000 2,885,600 (+) 12.5% Agency Supervision Charge on Total Actual Cost 507000 (+) 15% VAT on Total Actual Cost 684450 Net Payable 5,247,450

Press Estimate Product : Buzz Killer Campaigne : Launch and Maintenance Campaigne Period : 6 Months (1st and 3rd Quarters)

Time Slot Duration (sec) No. of spots Card Rate/Min. Nego rate/Min. Rate/sec Amount (BDT) Month 1 Month 2 Month 3 Month 4 8:00 AM to 10:00 AM 45 300 4,000 4,000 66.67 900045 100 65 60 60 Radio Foorti 5:00 PM to 8:00 PM 45 300 4,000 4,000 66.67 900045 100 65 60 60 Total 600 1800090 8:00 AM to 10:00 AM 45 200 2,000 800 13.33 119970 100 100 100 100 Radio Today 5:00 PM to 8:00 PM 45 200 2,000 800 13.33 119970 100 100 100 100 Total 400 239940 Grand Total 1000 2040030 Less 12.5% Agency Commission 255004 Add 15% ASC on Grand Total 306005 Gross Payable (BDT) 2091031 Add 15% VAT (As per Govt. rule) 313655 Net Payable (BDT) 2404685

Channel

Billboard Estimate Product : Buzz Killer Campaign : Launch and Maintenance

Avg. Area Number Cost Total Barisal 1 500000 500000 Chittagong 4 800000 3200000 Dhaka 5 1000000 5000000 Khulna 2 700000 1400000 Rajshahi 2 500000 1000000 Rangpur 2 500000 1000000 Sylhet 1 700000 700000 Total 12800000

Digital Media Estimate Product : Buzz Killer Campaign : Launch and Maintenance Media SMS Social Blog Facebook Total (BDT) Total Cost 200,000 150,000 1,000,000 1,350,000

Others Media Direct Marketing PR Activation in Shopping Malls Total (BDT) Total Cost 200,000 200,000 700,000 1,100,000

Total Estimate Product : Buzz Killer Campaign : Launch and Maintenance Category TV Newspaper Radio Billboard Digital Media Others Total Amount (BDT) 5,590,695 5,247,450 2404685 12800000 1,350,000 1,100,000 28,492,830

Total Media Budget (BDT)

TV Newspaper Radio Billboard Digital Media Others Total