Final Report

Alauddin Sweetmeat – Revive the Brand in Bangladesh

Course Name: Promotional Management (MKT337)

7 August 2012
 Prepared for:
Asef Hassan
Course Instructor

Prepared by:

Name ID

Navila Kalam 1110055030

Shaikh Rudaba Tahseen 1110056030

Syeda Farzana Maisha 1110062030

Majedul Haque Chowdhury 1110135030

Ahammad Hossain Monzoor 1110338030

School of Business, BBA Program

North South University
Dhaka

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 LETTER of TRANSMITTAL
August 7, 2012
Asef Hassan (Aef)
Lecturer, School of Business
North South University

Subject: Submission of Final Report.

Dear Sir,
It is a great pleasure for us to submit this group report on “Alauddin Sweetmeat – Revive the
Brand in Bangladesh”. We, Group AWESOME-AWESITY worked as a team to prepare the
report as you instructed in the class. We are pleased to inform you that we have thoroughly
enjoyed working through this group report. It has enabled us to gain valuable knowledge and
experience that would help us in our career development. Therefore, we would like to take
this opportunity to convey our deep regard for your valuable guidance and sincere inspiration.
We hope you will enjoy reading this paper. In presenting this report, we have tried our level
best to include all the relevant information and the explanations to make the report
informative and comprehensive. We conducted surveys of people of different ages and social
classes and gathered all other information from reliable sources. If you have any query
regarding the interpretation of this project feel free to contact us.

Thank you for believing in us and giving us this wonderful opportunity.

Yours Sincerely,

Name ID Contact Number Signature

Navila Kalam 1110055030 01722391089 ________
Shaikh Rudaba Tahseen 1110056030 01717815892 ________
Syeda Farzana Maisha 1110062030 01733554334 ________
Majedul Haque Chowdhury 1110135030 01619933893 ________
Ahammad Hossain Monzoor 1110338030 01726444464 ________

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 ACKNOWLEDGEMENT
Our first acknowledge goes to the almighty Allah for giving us the patience and courage to
finish this task within its deadline. Then, we cordially thank our respected course instructor,
Mr. Asef Hassan for his continuous guidance and support to make this report possible. He
assisted us whenever we needed any help. His generosity and liberality aid us to go further
with this report without any hazardous situation.

We are deeply indebted to the people who helped us in coming up with this authentic report
by taking part in the survey. It was crucial in the preparation of this report.

We would like to thank each individual group member. Last but not the least we are very
thankful to our family. Without their help this report would not be done so successfully,
specially our mothers. We thank them all for their love and trust.

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Declaration Statement:
We, the group AWESOME-AWESITY of MKT 337 would like to state following things:

 We did not directly copy-paste from any source without giving the reference.
 We have used Harvard Referencing to justify the source of our represented
information in the report.
 We did not submit the report to any organization or institution previously.
 This report is prepared by the enthusiastic co-operation of all members of our group.

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 EXECUTIVE SUMMARY

The following report is on reviving the brand Alauddin sweet meet in Bangladesh. We have
divided the subsequent report into different parts such the product history, product details,
consumer insight, the total IMC process, our big idea, USP and our creative process.

To start off, we have given a brief history of the old Alauddin, how it all started, and its
location during that time and what products it offered back then. After that we carried out a
product evaluation in which we discussed about our competitors – both direct and indirect.

Then we have our consumer evaluation, which is a very vital part for this report. It was a very
thorough phrase in which we have done our in depth segmentation and targeting, decided on
our product positioning and also mentioned about our USP. However, the key to deciding on
all this was the part consumer insight in which we have carried out a thorough survey and got
to know what exactly the consumers expect and desire from a potential new sweet meet.

We have also prepared our SKU selection which is a number or code used to identify each
unique product or item for sale in a store or other business. It is a unique identifier for each
distinct product and service that can be purchased. SKU basically helps in stock keeping.

After that comes our total IMC plan. There we have given our IDA model which explains
what we will be doing to capture the interests of the customers. Then, we have elaborated
about our brand where we have talked about our logo, color, the brand name itself and our
big idea in details. We have given our big idea the most importance and designed everything
based on the big idea.

In the latter part of the report, we have mentioned about our entire creative process which
explained our total advertising plan. After that we have stated all communication materials
that we will be using. This part has been an integral part of the report. In this part we have
talked about all of the ATLs, BTLs and the activation plan in details.

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 TABLE of CONTENTS

Serial No. Item Page No.

1 Letter of Transmittal 3

2 Acknowledgement 4

3 Declaration Statement 5

4 Executive Summary 6

5 Alauddin History 8

6 Product Evaluation 9

7 Consumer Evaluation 10 – 11

8 Consumer Insight 12

9 SKU Selection 13 – 15

10 IMC 16

11 The Brand 17 - 18

12 Creative Process 19

13 Communication Materials 20 – 21

14 Outlet 22

15 Budget 23

16 Bibliography 24

17 Appendix 25 -27

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 Alauddin History
 Two sweet makers Mathar Baksh and Alauddin came to Dhaka from Lucknow in the
late 19th century. In 1896, Alauddin opened the first sweet shop called “Alauddin
Halwai” in the Chawkbazar area of Dhaka and it is still there.

 Around 1885 to 1890 Mother Boksho and Alauddin came to Dhaka from Lakhnow,
India (Dhaka Pachas Baras Pahle by Hakim Habibur Rahman, translated by Hashem
Sufi). They opened sweetmeat shops in Chakbazar of Dhaka. They introduced
Hindustani mishti to Bangladesh. Kalachad appeared in the scene before 1947.

 Back then, main ingredient of Bengali mishti was “Chhana”. Boksho and Alauddin
introduced “maaowa”. The most popular mishti at that time was “Chondropuli”. Back
then “Shaal” leaves were used instead of packets. Relatives used to visit with
specially designed clay pots full of sweets.

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 Product Evaluation
Competitor
Any person or entity that provides similar products or services is known as competitors.
Existence of one or more competitors can diminish the prices of goods and services because
often the companies attempt to gain a greater market share. Competition also involves
companies to become more effectual in order to reduce expenditures.

Direct Competitors
Rosh Mishti, Premium Sweets, Prominent Sweets, Bonoful Sweets, Jaipur Sweets, Muslim
Sweets, Exclusive Sweet.

Indirect Competitors
Fast food shops. For example ice-cream parlors, bakery stores and other shops that has
different kinds of snacks available.

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 Consumer Evaluation
Segmentation and Targeting:
The process of outlining and subdividing a large uniform market into clearly distinguishable
segments having similar needs, wants, or demand characteristics. Here the main objective is
to design a marketing mix that exactly matches the expectations of customers in the targeted
segment.

Geographic: Gathering and evaluating information on the basis of physical location of the
customer or other data source.

 World Region: Bangladesh

 City: Dhaka
 Density: Urban

Demographic: Demographic segmentation is basically market segmentation executed by

taking various demographic factors, such as age, gender, social class, etc., into consideration.

 Income: BDT 50,000+

Psychographic: Psychographic segmentation is a market segmentation strategy where the

intended audience for a given product is divided according to social class, lifestyle, or
personality characteristics.

 Social Class: Middle Class, Upper-Middle Class, Lower Upper Class

 Lifestyle: Achievers and Strivers

Behavioral: A more focused form of market segmentation that divides consumers on the
basis of specific behavioral patterns they show when making purchasing decisions. Grouping
categories include behaviors like spending, consumption, life style, usage, and desired
benefits.

 Occasions: Special occasions,

 Benefits: Quality, service, convenience
 User Status: Non-user, Ex-user, Potential User, First time User
 Readiness stage: Unaware, Aware, Interested, Informed, Desirous

Positioning

Positioning defines how a product or service wants to position itself in the consumer‟s mind
or how it wants to portray its image in front of its consumers.

Alauddin will be repositioning its product in the market as a high quality and moderate price
product. As we will be reviving the tradition and the artistry used in production, the product
will have a high appeal to the masses as it has the emotional attachment with its product. So,

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this can be used against all the sweetmeats in the country. We have also differentiated our
product with quality and price compare to our competitors.

 Positioning by benefits: We are positioning our sweets in terms of the benefits it

provides. Alauddin is providing the opportunity for the customers to get all the
traditional, famous sweets all under one roof. Moreover, we will be the only
sweetmeat which will be providing a comfortable and hygienic seating facility.

 Positioning by quality: We will also highlight the quality of our offering, citing that
we provide the best quality compared to our competitors while maintaining lower
price compared to Premium sweets, Jaipur sweets and Exclusive sweets.

 Positioning by traditional values: Alauddin‟s main objective is to revive the heritage

of sweets in Bangladesh. We will mainly be focusing on the emotional attachment
that people have with the tradition and the predilection towards the famous sweets of
the country.

 Positioning by utility: Packaging is a big factor in our value proposition. We are

providing assorted packaging for the first time in Bangladesh. Moreover, on order we
are also giving the customers to customize the packages by allowing them to add text,
pictures and customize the color and design.

“Bangla‟r Oitijyo Pouchhey Jaak Ghorey Ghorey”- Consumer will have it positioned
in their heads that all the traditional sweets of Bangladesh under one roof.

The Unique Selling Proposition

The main USP of Alauddin will be that it will provide the customers with an opportunity to
get all the traditional and famous sweets of Bangladesh under one roof.

Nowadays most of the sweetshops have adopted the modernized way of making sweets but
we will be reviving the art that was once used to make those sweets. According to our survey
results, the people want the heritage back. They still have an emotional attachment with the
originality and unique traditional methods used and they want it back. So, as we will be
providing them exactly with that it is something that the customers will be getting only from
us.

Well, the traditional famous sweets under one roof and the art used to produce them is
already something that gives us an edge. Other than that, another unique proposition which
we can brag about is that we are providing a very clean, aesthetic and comfortable seating
arrangement. This idea has been inspired from the old alauddin itself and till date alauddin
has been the only sweet shop which provided this opportunity. So, we believe we should stick
to this and more importantly our survey results have given a very positive response regarding
this. We will be giving prime importance to the hygiene and comfort inside the shop and we
have planned to design the couches in the form of the sweets that we will be selling.

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 Consumer Insight
Consumer insight is a flash of understanding on the part of a marketer regarding an
anonymous or unmet need in the marketplace, or an improved way to please a current need.

1. Consumers want tasty items.

2. Consumers prefer the items and environment to be clean.
3. They have a high preference for traditional items.
4. If given the option, they will take customized packets and items.
5. Price is not a factor for them if the items are of high quality.
6. They prefer wide range of sweets.
7. In store they want comfort and added features.

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 SKU Selection
Stock Keeping Unit is a number or code used to identify each unique product or item for sale
in a store or other business. It is a unique identifier for each distinct product and service that
can be purchased. The usage of SKU is rooted in data management, enabling the company to
systematically track its inventory or product availability, such as in retail outlets.

The items of Alauddin Sweetmeat will be divided into 6 categories. Such as – Regular Items,
Traditional Items, Special/Ordered Items, Alauddin Lite(Diabetic Items), Bakery Items and
Beverages. Regular Items and Traditional Items will be sold in K.G.s as well as individually.
In Regular Items, only Gajorer Halwa will be sold in 100 Grams. Special/Ordered items will
not be sold individually and not less than 5 K.G.s per order except for Pesta Badamer Halwa
which will be sold in 100 Grams. Alauddin has an individual package for the diabetic patients
which is called “Alauddin Lite”. Apart from these Alauddin Sweetmeat will have Bakery
Items and Beverages.

Category Category Product Product Name Price(Per

Code Code KG) in
BDT
C1 Regular Items P1 Shada Mishti 160
P2 Laddoo (Motichur) 280
P3 Laddoo (Mihidana) 200
P4 Balushai 180
P5 Shondesh 240
P6 Kheer Kodom 280
P7 Shonpapri 250
P8 Jilapee 150
P9 Gajorer Halwa 100( 100
Grams)
P10 Aflatoon 324 (18
pieces per
KG)
P11 Kataribhog 295
P12 Kheer Mohon 290
P13 Cream Jaam 280
P14 Malai Candy 300 (40
pieces per
KG)
P15 Alauddin Mawa 240
Laddoo
P16 Naroo 40 (50
Grams)
C2 Traditional Items P1 Tangail Porabari‟r 250
Chomchom

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 P2 Bogra‟r Doi 250
P3 Natorer Kachagolla 240
P4 Comilla‟r 350
Roshmalai
P5 Saatkhira‟r 420
Shondesh
P6 Narshingdi‟r 240
Laalmohon
P7 Brahmanbaria‟r 500
Chhamamukhi
P8 Muktogachha‟r 240
Monda
P9 Puran Dhaka‟r 220
Amritti
P10 Pabna‟r Rajbhog 280
P11 Bikrampurer 280
Kalojaam
P12 Barisaler Roshgolla 300
P13 Rajshahi‟r 350
Roshkodom
P14 Faridpurer Malai 500
Kari
P15 Dhaka‟r Pranhara 300
C3 Special/Ordered P1 Different shaped
Items sweets(E.g. Fish,
Fruit, Flower,
Heart)
P2 Chocolate Borfi 1200
P3 Neshesta‟r Halwa 1000
P4 Pesta Badamer 300( 100
Laddoo Grams)
P5 Brahmanbaria‟r 800
Khaati Gawa Ghee
P6 Add ons (E.g. Price
Kajoo Badam, depends on
Ghee, Silver Foil, the toppings
Pesta Badam)
P7 Sweet Chhanar
Polao
C4 Alauddin Lite P1 Doi 270
(Diabetic Items)
P2 Laddoo 300
P3 Malai Kari 550
C5 Bakery Items P1 Toast Items 120 (800
Grams)
P2 Dry Cake 150 (1 K.G.)
P3 Fruit Cake 200 (1
Pound)

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 P4 Nimki 120 (1 K.G.)
P5 Chicken Samosa 12 (per
piece)
P6 Singara 8 (per piece)
P7 Sandwich 35 (per
piece)
P8 Lachchha Shemai 100 (per
packet)
C6 Beverage P1 Mineral Water (500 15 (per
ml) bottle)
P2 Mojo (200 ml) 15 (per
bottle)
P3 Lemu (200 ml) 15 (per
bottle)

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 IMC
AIDA Model

AIDA stands for Attention, Interest, Desire and Action.

Action
Desire
Interest
Attention

 Attention: Attracting the attention of customers: For doing this we are coming up
with Teaser, Magazine Ad, and Dessert Fest.

 Interest: Capturing the interest of the consumer by demonstrating the advantages and
benefits instead of focusing on the main product as in traditional advertising. For e.g.
all traditional sweets under one roof, customized sweets, premium packaging,
coupons, Gold membership card.

 Desire: Showing the customers what they really want and desire in their product and
service which will satisfy their needs. We will satisfy their desire by introducing good
taste, high quality and variety items, clean environment, friendly customer service.

 Action: This is the stage where a purchase will actually happen. Finally after
conducting all the previous steps we will be able to turn our potential customers to
buyers. For example, we are having our outlets in many ho spots of Dhaka and we are
also offering sweets at Agora which will make convenient for the buyers to buy
sweets whenever they want.

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 The Brand
“Brand”, one of the most important assets one can develop for his or her business.
Developing a brand is much more than just deciding on a name or picking some colors, logos
and taglines. A brand is the sum of all one can do. Emerging a brand requires a plan that
constantly communicates what the firm is and does, along with its distinct attributes, image,
and personality. There are many creative ways by which companies can build and leverage
their brand.

The Brand Name: The name of the brand has remained the same because of the recall value.
From the respondents of our survey we got to know that they still remember Alauddin and
don‟t want the name to be change if it plans to get back in the future.

The Color: The color of Alauddin which is Blue and Watermelon Red has remained the
unchanged because of the same reason, as in recall value. From our respondents we got to
know that they still remember the color combination of Alauddin and whenever they see the
color combination of Blue and Watermelon Red it immediately reminds them of Alauddin.
Moreover, most of the respondents find the color combination very vibrant and eye-catchy.

The Logo: The logo of Alauddin has been changed because almost all the respondents
wanted the logo to be changed when they were asked if they wanted to change anything about
Alauddin.

The Big Idea

„Banglar oitijyo pouchhey jaak ghorey ghorey‟- This is the idea that motivated us. When we
were pondering on how to revive the brand, a lot of different ideas came into our mind but we
did not know which the right thing to do was. So, we decided why not ask the people what
they wanted. What is that they expect or desire from a sweet shop? Do they really care about
sweets anymore? When do they buy sweets? Are sweets as important now as it used to be?
Do they really care about the tradition and rich history that Bangladesh once had? We carried
out a thorough survey among students, job holders and home makers. The results were ironic
and astonishing. A mammoth percentage of the people wanted the traditional sweets back.
Why was this surprising? Because, the largest group that took part in our survey were
students. They all expressed that they have a soft corner for the heritage of Bangladeshi
sweets. They are all concerned about the fact that these traditional sweets are losing
importance. They believe it is mainly because of the fact that the current sweetmeats do not
focus on those traditional sweets anymore. As a result, the current generation does not know
or have the privilege to enjoy the traditional sweets. Another important thing that they have
mentioned is the fact that in order to enjoy the famous sweets of Bangladesh people have to
travel to those places. It is at times a fun thing to travel but unfortunately it is more often than
not a hassle to travel such distances to enjoy the delicacies. So, they were hoping that if these
delicacies were more easily available or feasible to them it would be great. We were clear
now regarding what we exactly wanted to do. We wanted to provide the customers with
exactly what they wanted. Something every other sweet meets have failed to provide in

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recent times. We were pretty confident that if we are able to bring back the heritage, the
artistry used to in preparing the sweets and the famous delicacies all under one roof it will
surely be a big hit. Moreover, it was very much feasible and applicable. So, we decided to
stick to it and go proceed. We wanted to make sure that we bring back the tradition and the
famous delicacies within the reach of people. This is our big idea.

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 Creative Process
Orientation: In the first stage we have found out that the product that we are
working on is out of market. So, we have found few reasons which beacause of
which the product went out of the market. Such as poor advertising aggresive
competitorsetc.
Preparation: We have collected all the information about our target market,
competitors, how they are operating in the market and most importantly the
product we are working on. We have collected different information about the
product we are working on.
Analysis: The third step is about analyzing the information we have found out
in the pervious step. We have found that how emphasing the benefits of the
whole product offering to the mass is really important and how the advertising
vehicle can be used to tackle this situation.
Ideation: In the ideation step we have arranged a brain storming session to find
out as many ideas as we can gather to relaunch the product in the market.
Incubation: In this stage we the advertigers took a mind break so that we can
come up with a great advertising campaign.
Synthesiss: In order to run a successful campaign we have came up with lots of
ideas, but we have decided that our advertising plan will be based on rational
and emotional appeal.
Evaluation: Our objective is to increase sales from the beggining. We plan to
regain the market that Alauddin once had and at the same time build on a new
stronger customer base. So, after evaluating all the possibilities we can say that
this is the creative idea which will best fit the campaign in which we plan to
provide the customers with exactly what they desire.

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 Communication Materials
From the big idea stems all the communication ideas such as magazine ads, billboards, web
magazines/ads, RDC, Facebook fan page, dessert feast and all other activation plans.
Here are the details of our communication details.

 Billboards – We will be advertising through our billboards too. We will use the
billboards in Banani, Dhanmondi – 27 and at Gulshan – 2 Circle. The ad will be based
on our big idea as we plan to play along it for all our ads except the activation plan.
 Magazine Ads – We are advertising in popular magazines such as Star Today, Ice
Today, Life Style and Canvas. This ad will be mainly about our activation plan in
which we will be communicating about our „mishti mela‟ which we will hold on the
day of Pohela Boishakh.
 Web Ads/Banners and Facebook fan page – We will have our official facebook fan
page in which we will have all the necessary details such as product details, outlet
details, service details and so on. We will also have web ads/banners which will
advertise based on our big idea.
 RDC – We will be on air in Radio Foorti‟s shows Dhaka Calling – RJ Opu and Total
Time Pass – RJ Toma. Through these shows we will be holding quiz competitions in
which the audience just has to text(from any telecom operator) the answer to a simple
question which will provide them a chance to win attractive prices.
 Dessert Fest – This is our main activation plan. On the day of the Pohela Boishakh,
we will be having this dessert feast named „Mishti Mela‟. It will be used as a
launching pad to bring Alauddin into the scenario once again. In this event, we plan to
hold a lot of activities. There will be a folk concert, attractive coupons will be given
out, interactive games will be held, celebrity appearances from people like (Sakib Al
Hasan, Bipasha Hyatt, Joya Ahsan, Ali Zaker, RJ Opu and Bindu), announcement of
the quiz competition‟s winner, sweet stalls which will have the traditional sweets that
people can taste and at the same time get to know about its inception and history.

 Other Activation Plans –

 Tunnel – We plan to setup tunnels across the cities called „The History Lane‟. These
history lanes will have photographs on its wall which will show the history and
transition of sweets of Bangladesh. It will portray what sweets meant, how they were
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 prepared, served and so on from its inception and how the entire process and
significance of sweets transformed over the years. The tunnels will be used like a
story telling medium through which people will get to know the history, tradition of
Bangladeshi sweets and how it has been losing importance with time. The ends of
tunnel will have a huge question mark on either side of the wall which will signify
what the next stage will be.
 Lanterns – We will be using lanterns on the roads which will lead up to the outlets in
their respect locations. This will help to create hype as it will gain a lot of attention
and at the same time it will add aesthetic value.
 Packaging - We have decided to change the packaging a bit because the old
packaging was not that attractive so we have decided to change it a bit. We are going
to keep the original color; the only change will come in the design. Moreover, for the
first time in Bangladesh we will be providing assorted packages and at the same time
on order the customers can also customize the packages by adding text, pictures and
at the same time change the design and color.

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 Outlet
Alauddin Sweetmeat is launching in total 6 outlets in Dhaka. Their main branch will be
located at Gulshan Avenue. Other than that they will be having their outlets Dhanmondi -27,
Wari, Uttara-6, Bailey Road and Airport. Below is the upper view design of the grand outlet
which will be located at Gulshan Avenue. Other outlets will be having their layout more or
less close to this one. It will depend on the size on the size of the outlet. Sitting arrangement,
revolving showcase, wooden floor and red lighting will be common in every outlet.

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 Budget

Budget
Total
Interior Principal Branch Others
Traditional Rack 9,00,000 4,50,000*5= 22,50,000
Regular Rack 7,00,000 4,00,000*5= 20,00,000
Bakery 5,00,000 3,00,000*5= 15,00,000
Cash Register 1,00,000 75,000*5= 3,75,000
65,00,000*5=
Interior Décor 80,00,000 3,25,00,000
Couch 10,00,000 8,00,000*5= 40,00,000
1,12,00,000 426,25,000 53,825,000

Kitchen (Central) 12,00,00,000 12,00,00,000

25,00,000*6=15,00,00,000 15,00,00,000

Outlets Square feets Advance Rent(1Year)

Gulshan 2,500 3,00,00,000 2,50,00,000
Banani 1,100 1,20,00,000 80,00,000
Dhanmondi 1,150 1,25,00,000 90,00,000
Baily Road 1,200 90,00,000 70,00,000
Uttara 1,200 1,00,00,000 75,00,000
Wari 1,170 96,00,000 70,00,000
8,31,00,000 6,35,00,000 14,66,00,000

IMC Budget
Magazine Ad.(5) 6,00,000 6,00,000
Tunnel(5) 22,50,000 22,50,000
Bill Board(2) 25,00,000 25,00,000
Advertising(10) 10,00,000 10,00,000
Big ballon(3) 60,000 60,000
Lanten 10,00,000 10,00,000

Main Activation
Plan
Mishti Mela 7,00,00,000 7,00,00,000

Total 41,18,35,000

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 Bibliography
 Clow, K. E. & Baack, D., 2012-2013. Intergrated Advertising, Promotion, and
Marketing Communication. s.l.:Prentice Hall of India.

 Philip Kotler, G. A. P. Y. A. E. u. H., 2011. PPrinciples of Marketing. 13 ed.

s.l.:Prentice Hall.

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 Appendix

Teaser Billboard

A future magazine ad for Alauddin Sweetmeat

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 The Magazine Ad (The Door)

The Magazine Ad (This is the Ad when you open the door)

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 The Invitation card for the dinner on Pohela Boishakh

The 1st part is the cover of the invitation card and the 2nd part is the inner side of the invitation card

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