Contents

Executive summery:................................................................................................... 4
Opportunity Analysis:................................................................................................. 5
Skim Milk Nutritional Facts......................................................................................... 6
SWOT Analysis:.............................................................................................................. 7
Competitor Profile:........................................................................................................... 8
Direct competitors........................................................................................................ 8
International competitors:............................................................................................ 8
Local competitors:..................................................................................................... 9
Indirect competitors....................................................................................................... 9
Market Segmentation........................................................................................................ 9
Target Market Analysis.................................................................................................... 10
Target Market Profile................................................................................................... 10
Age...................................................................................................................... 11
Social Class........................................................................................................... 11
Occupation............................................................................................................ 11
Brand Positioning...................................................................................................... 11
1) Deliverable:.................................................................................................... 12
2) Differentiated:................................................................................................ 12
3) Desirable:....................................................................................................... 12
Positioning strategy:.................................................................................................... 12
Positioning by user group................................................................................... 12
Brand Imagery........................................................................................................... 12
Points of Difference Associations (PODs):.........................................................................13
Points of Parity Associations (POPs):...............................................................................13
Brand Mantra............................................................................................................ 13
Brand Elements:............................................................................................................ 14
Brand Name.............................................................................................................. 14
Logo....................................................................................................................... 14
Slogan:.................................................................................................................... 15
Packaging and labeling:......................................................................................... 15
Packaging................................................................................................................. 15
Labeling:.................................................................................................................. 15

Product Strategy:........................................................................................................... 16
Core Level:............................................................................................................... 16
Actual product level:................................................................................................... 16
Augmented Product Level:............................................................................................ 16
Price Strategy:.............................................................................................................. 17
Distribution Strategy:...................................................................................................... 17
Impact on brand equity:............................................................................................. 18
Integrated Marketing Communication Strategy......................................................................18
Perceptual Mapping:....................................................................................................... 19
Communication Tools:................................................................................................. 19
ATL (Traditional Mass Media)..............................................................................19
BTL (Alternative Media):..................................................................................... 19
Advertising:........................................................................................................ 20
Promotion:............................................................................................................. 21
Trade Promotion:..................................................................................................... 21
Consumer Promotion:............................................................................................... 21
Direct Marketing........................................................................................................ 21
Public Relation....................................................................................................... 21
360 Degree Branding................................................................................................... 22
The Print Advertisement............................................................................................... 22
CUSTOMER BASED BRAND EQUITY (CBBE)..................................................................24
Brand salience :.......................................................................................................... 24
Brand performance and imagery :.................................................................................... 25
Brand judgements and feelings :..................................................................................... 25
Brand resonance......................................................................................................... 26
CSR(Corporate social responsibity).................................................................................... 26
Conclusion:.................................................................................................................. 27

Executive summery:
BRAC Dairy was launched in 1998 to assist members of our Village Organisations (VO) who
borrow to invest in cows. A large number of our microfinance loans are being used to buy
livestock, which can pose high risks for borrowers owing to poor breeding, limited veterinary
services and shortages in cow feed. Our Dairy and Food Project provides a market to members of
the VOs by buying milk from them at a fair price, and ensures a constant and steady demand and
good return for the milk being produced by these rural entrepreneurs.
Recently Brac will go to launched a new product under Brac Dairy which is fat free free milk
known as skim milk .Brac named this as Delight . Skim milk have a massive demand over
the whole cream milk all around. It must contain less than 0.5% milk fat. In comparison, 3.5%
fat and over half of this fat is saturated. One cup of skim milk holds 90 calories, while whole
milk delivers 145 calories a serving. Skim milk has the obvious benefits of being kind to
waistline and not filling body with fat or cholesterol. It contains more calcium than regular milk
even better, it tastes great. As it is mentioned early that people are more conscious about their
health than past and skimmed milk provides a lot of health benefits, so it is the opportunity to
serve the nation with skimmed milk. Bangladeshi people are very much aware now-a-days.

Opportunity Analysis:
Skim milk have a massive demand over the whole cream milk all around and the reason of its
gaining popularity it will have a great market opportunity in Bangladesh. The Skimmed milk
provides significant number of benefits for human health. It is labeled as fat free milk .It must
contain less than 0.5% milk fat. In comparison, 3.5% fat and over half of this fat is saturated.
One cup of skim milk holds 90 calories, while whole milk delivers 145 calories a serving. Skim
milk has the obvious benefits of being kind to waistline and not filling body with fat or
cholesterol. It contains more calcium than regular milk even better, it tastes great. As it is
mentioned early that people are more conscious about their health than past and skimmed milk
provides a lot of health benefits, so it is the opportunity to serve the nation with skimmed milk.
Bangladeshi people are very much aware now-a-days. They lead much modern life. They are
bored with junk foods and foods lack of nutrition. But skimmed milk will help them to fulfill
their demands. People are very much careful about their body fitness. Skimmed milk will help
them to reshape their body. The name of our premium brand skimmed milk is Delight Skim
Milk. The product Delight Skim Milk is launched considering the present demand of people.
They like such foods that will help to get nutrition and contains no fat. Delight skim Milk
provides all the benefits that people want at present. So it is obvious that the premium brand
Delight Skim Milk will be a successful brand in Bangladesh.

Skim Milk Nutritional Facts

High Protein without the Fat
A cup, or 8 oz., of skim milk is packed with 8.7 g of protein, 12.3 g of carbohydrates and 349 mg
of calcium. Skim milk also has 419 mg of potassium, only 5 mg of cholesterol, 130 mg of
sodium, 80 calories, and 0 g of fat. This combination of nutrients makes skim milk a nutritious
drink for people who want to maintain a healthy body weight.

Vitamin Content
Whole milk contains fat-soluble vitamins like A, D, E and K. Although these vitamins are in the
fat of the milk, skim milk is fortified with vitamin A and D during the fat removal process.
Riboflavin or vitamin B2 is also found in skim milk. This vitamin usually adds a subtle greenish
tint to the milk. Iodine, vitamin B12, biotin, pantothenic acid, thiamine, selenium, and
magnesium are also nutrients found in skim milk, but in small amounts.
Skim milk nutrition is comparable to whole milk without the unwanted calories and fat. Adults
looking to get the same nutrients from whole milk and lose weight should try skim milk

SWOT Analysis:
Strength:

Introduced TQM
Strong distribution network
High quality, low price
Trained sales person

Weakness:

Risks of highly complex supply chain system

Short self-life of product
Completely depend on village for raw materials.

Opportunities:

Enter new product category

Capture most market share

Threats:

Local competitors
Price war with competitors
Political instability
Growing price of milk and milk products.

Competitor Profile:

Direct competitors
Although Delight is the first Skim Milk in Bangladesh but it still has many competitors like
International competitors:

Amul Skim N Trim Milk

Nestle Skim Milk

Local competitors:

Milk Vita
Arong milk
Pran ilk
etc

Indirect competitors

Royal Tiger
Crown
Shark
Pepsi
7up

Market Segmentation
We have divided the market of Delight according to STP analysis. We narrowed down the
market for DELIGHT and segmented it accordingly as it is a premium brand, making sure that
it should only reach its segmented target market.

TYPE

SEGMENTATION

1. Geographic

Dhaka, Chittagong ,Sylhet and Khulna

2. Demographic

Age

14and above

Gender

Male/Female

Class

Upper Class, Upper Middle Class, Middle Class

Religion

All religion

3. Socio Economic Class

Occupation

4. Psychographic
5. Behavioral
6. Benefit

Students,

Office

goers,

Athletes,

Young

professionals, Businessman and Retirees

Health Conscious people
Every day
Fat Free , High Protein, High Calcium

Target Market Analysis

Delight marketing strategies aim to focus on concentrated marketing giving the most
emphasis on the demographic segmentation and Psychographic among our various

segmentations. We will emphasis our target on potential customers to the reach out of our target
customers through communication.

Target Market Profile

Age

14 and above

Social class

Upper Class, Upper Middle Class, Middle Class

Occupation

Students,

Office

goers,

Athletes,

Young

professionals, Businessman and Retirees

Age

Delight Skim milk is mainly designed for 14 and above who are Health Conscious. We are
focusing the people who are conscious about their health of the age starting from 14. People
from this range wants to lead a health life and focus of balanced diet and thus Delight is a good
option to choose as their diet because of its benefits provided.
Social Class

As it is a Skim Milk (Fat free milk) brand and there is no existing local brands for Skim Milk, we
have priced it a bit high than local brands of whole cream milk and according to the pricing we
target the Upper Class, Upper Middle Class, Middle Class of the society who can easily afford to
buy our brand on the every day basis.

Occupation

The target group of Delight includes Students, Office goers, Athletes, Young professionals,
Businessman and Retirees people. Delight will be a good option for our consumers as part of
their daily meal because of its benefits .

Brand Positioning
Positioning is the vital component of the process of marketing. It refers to the process of
occupying a mental space in consumers mindset about the brand and its product.

Our Positing Statement for the brand Delight:

Delight is the first fat free milk enriched with calcium and protein in Bangladesh. And our
tagline is, Healthy Me . It gives the consumers at the same time two important benefits: 1. it
gives balanced health for the health conscious people as it is fat free, 2. it gives extra nutrients to
the consumers as it is enriched with calcium and protein. Delight is a great quality product for a
balanced meal for any person conscious about nutrient values. It gives its consumer the taste of
milk with extra nutrient without the life threatening fat.
The positioning for our brand is very much effective because it is:
1) Deliverable: We have enough resourses like sufficient capital, modern and sophisticated

machinery, trained worker, specialized scientists, researchers, effective marketing team, sales
force, R&D team and technology to deliver the best quality product which we promised to
deliver to the consumers.
2) Differentiated: Now-a-days there is no room for normal milk. Consumers need good

health to deal with long tiring busy life and desire for doing something new that ordinary milk
cannot provide. To have the power to take the lead of follower, consumers need nutrition that
ordinary Skim milk cannot provide. Shortly we can note that other Skim milk existing in
Bangladesh cannot come close to the level of nutrition and health that our brand delivers
(functional benefit) and cannot provide the consumers the image of fast mover and achiever in
the mindset (emotional benefit). So our brand is both functionally and emotionally different from
other competitive brands.
3) Desirable: It is desirable because of its catchy different name, tagline and dual benefits.

Who does not want to get the good health, to fasten up the work for long scheduled day by
removing tiredness, dizziness and laziness (functional benefit), It also gives you the
encouragement and passion for being adventurous, daring, innovator and achiever (emotional
benefit). It is a milk for achiever, challenge lover and risk taker and this is where it is unique,
desirable and likable.

Positioning strategy:
Positioning strategy is the reason for existence. Its the most important foundation.

Positioning by user group: We are going to position our product by targeting our

consumer which is youth. This means we are associating our brand with youth. Delight is a
youth based
product. They are the extrovert group who doesnt have time to lie behind. For their busy life, to
keep them fueling up with good health, they need Delight. They are the future leader, innovator,
rule breaker and rule maker. So we will give this youth power to showcase our positioning. This
young generation and their lifestyle will come up in our every campaign to position through
them.

Brand Imagery: Under brand imagery we will use brand personality. Brand personality is the
human trait or characteristics associated with a specific brand name. We will use actor Nobel
to personalize our brand. We are going to leverage associations related to him to give Delight
personality. He is one of the healthy conscious and good looking Model in Bangladesh. General
associations related to Nobel are health conscious model, handsome, energetic, determinate,
hardworking, power, efficient, perfectionist, achiever, winner, adorable, and good looking. We
will use him for endorsing our brand as he being a popular youth icon can portray the product
best.

Points of Difference Associations (PODs): It is the attribute that is strongly associated with
the brand and it is also believed that these unique attribute and benefits cannot be replicated by
competitors. So point of differences for Delight is:
Delight is the first fat free milk enriched with calcium and protein in Bangladesh. defines its
uniqueness, favorableness and strength. From the positioning statement, the promises of benefit
and the image we want to create of being achiever and fast mover are our first point of
difference.

Points of Parity Associations (POPs):

Category point of parity: It represents the benefits a brand belonging to a category must
possess. For Delight, it needs to bring out health and nutrition or else it will fall apart

from the Skim milk category.

Competitive Point of Parity: These are the benefits designed to neutralize competitors
point of difference. In Bangladesh, Arong and Milk Vita are the market leader in
pasteurized liquid milk category. Both of them use different celebrities to endorse who
have a huge community and fan followers around the brand which are their point of

difference. So, we will neutralize their point of difference by endorsing a internationally

recognized local celebrity and creating an even bigger community.

Brand Mantra: Brand mantra is known as a brand essence or core brand promise. Delight
Skim milk is the first brand launched in Bangladesh under Brac- Dairy Ltd. Brac dairys mission
statement states: "The mission of our company is to satisfy consumers needs for superior quality
and great tasting, natural, healthy dairy products. Our skim milk will be positioned as an upscale
brand and will often be marketed at a premium to competitive mainstream products." Brand
Function: Delight Skim milk gives health and nutrition. Descriptive modifier: As our target

customer is youth and health conscious group. So, our positioning strategy will be done by user
group. So, for obvious reason, our emotional modifier will be youth and health conscious
generation. Emotional modifier: We will deliver this refreshment Skim milk in a premium way as
our core idea of launching this brand is introducing a premium brand.

Brand Elements: Brand elements help to create brand identity meaning it will help you to
identify the brand. Thats why for launching Delight, we have emphasized on elements greatly
and have tried to make differentiated, unique and noticeable brand elements. We are going to use
are:

Brand Name: Delight 1) our brand name is following suggestive category because Delight is
indirectly giving suggestion about the benefits. So Delight Skim milks, from its name indirectly
suggesting that it will provide joy of having good health. 2) Delight increases brand awareness
because: Delight is a simple word with an ease of pronunciation and spelling. We know if a
word is simple and easy to pronounce, it will help to recall brand name easily which will increase
the brand awareness. Delight is a meaningful word (which indirectly signifies about the benefit
as discussed earlier) and People are already familiar with the word Delight so they have an
existing knowledge about Delight. When people have existing knowledge, it will help consumers
to remember or recall or recognize the name more which will increase the brand awareness.

Logo: We have a strong word marks (logo) and no accompanying symbol. Our logo is violate in
color which we have put on white background to create a good eye catching contrast. Visual
elements play an important role in building brand equity specially brand awareness. Our catchy

logo will easily grab consumers attention. It would be easy for consumer to recall because of
this contrasting combination. People will like this logo because no one has used this bold color
combination before. As, people will like it, it will be easier for them to recall. So all these things
will improve the brand awareness. As we are going to use our logo in all our campaigns and
promotional activities, it will also be associated with the associations, we want to create for the
product. Here, our aim is to create arise those association whenever consumer see the Delights
logo. After successfully engraving the associations with the Delights logo, we can use these
logo as an indicator.

Slogan: Healthy Me Slogan is a very important element for a brand because it makes it that
much easier to increase consumers retention rate and desire. Our slogan, Healthy Me directs
toward purchase and usage situation. Using our slogan we will relate them to purchase and usage
situation in such a way that whenever they think of having skim milk for their good health, they
will recall Delight.

Packaging and labeling:

Packaging: Our package is a high quality tetra pack providing much protection to our product
ensuring the safety and preserving the product from external hazards. Thus Delight with its Tetra

pack maintains the quality of the product through high quality packaging and ensuring the
standard of our Skim Milk.

Labeling: On the labeling we have used the same color combination of logo, it has all the
information regarding ingredients and their amount, recycling, date of expired and date of
manufacturer. We have followed the guideline of making good packaging, as our brand name,
Delight can be read out from distance. It also has a good quality packaging as we know good
packaging reflects good quality of the product and it also works as the last salesmen. We made it
sure that it looks better than the other competitors; no other Skim milk in Bangladesh has a good
packaging like this international quality. From our unique violate and white labeling, consumer
will easily recognize the brand, Delight. So brand awareness is enhanced. From its information
on the labeling consumer will get to know information about the product manufacturer, location
of the manufacturer, date of expired, process of recycling etc. This will to enhance brand
knowledge. This good quality, long lasting package of Delight will help the product
transportation, protection and storage. This easy to hold good quality will also aid consumption.

Product Strategy:
3 levels of a product:

Core Level: The core customer value signifies the positioning of the brand. For the milk
delight, the core value is to giving healthy nutrition.

Actual product level: The actual product/service which delivers the core customer value. For
the brand Delight the actual product is the fat free, cholesterol free milk. Delight is the first
Bangladeshi band to introduce Skim milk in Bangladesh, so by strong branding we will create
the necessity and the benefits of our Skim milk in the mindset of the consumers

Augmented Product Level: It signifies the additional customer services and benefits. For the
brand delight the milk is providing freshness, high protein, high calcium etc.

The brand Delight is providing fresh milk with minimum preservative. As a result, it is

free from healthy risks.

Delight is providing extra light milk which is suitable for its target market customers.
Delight is fat free which is providing the value of health consciousness and figure

consciousness as well as smartness.

Delight is highly rich with calcium and protein which is essential for strengthening bone

and increasing muscle and height.

Delight is providing 3 layered bottle shape attractive tetra pack which protect the milk
inside. This packaging helps customer to preserve and easily consume the milk.

In every way Delight has the ability to effectively and efficiently satisfy the needs of the
consumer through its new and innovative features. It is priced with in a tolerable range of
consumer acceptance and the price will reflect the value which the brand is providing.

Price Strategy:

We are going to launch 1 litre Delight skim milk at Tk.85 .

For this pricing we are going to follow value based pricing strategy as we understand the
needs of our target consumers and in turn we designed Delight to satisfy their needs.

Besides, we are charging extra for our new additional and innovative benefits in our milk.
For the core product(the milk itself) we are charging tk.40, for maintaining tk. 9, extra
lightness tk. 4, fat free tk. 3, high calcium tk. 2, high protein tk. 2 and packaging tk. 15 .

Distribution Strategy:

We will follow winning channel strategy as we will go to door to door to our target
customers as well as sell our product through third party intermediaries such as

wholesalers and retailers.

For door to door selling, we are going to use vertical marketing channel and for selling
through third party selling, we are using conventional marketing channel as
intermediaries are separated from us. We will use retailing industry of Bangladesh like
Unimart, Agora, Shopno, Nandan, Meena Bazaar by taking their shelf space and due to
our strong brand image we can easily sell in cash to them. It does not finish here as some
retailers have their own brand image which is very remarkable in consumers mind with

the level of trust they have gained.

We will also deliver our products in the citys most popular coffee shops and ice-cream
parlors like Barista, Coffee World, Gloria Jeans, Bittersweet, Club Gelato, Cream &
Fudge and premium locations etc. Looking into the strategies used, we are taking both
conventional marketing channel and vertical marketing system. Both of it is strong at
their own ground and have some advantages over others. Thus using both of it will give
an extra plus point for our products in the market. While following vertical marketing
system, one of the advantages is that we will get to represent our product in our own way
and we can penetrate into consumers mind more strongly by giving them the product
value, quality, benefits etc. leading to strong brand equity. Comparatively, conventional
marketing will be much for easier to reach more customers than vertical marketing
system as our initial target will be to grab as much market as we can.

Impact on brand equity:

When we are using direct channel strategy, employees of our company will spread
positive WOM which will increase our brand equity.
When we are following indirect channel then retailer will spread positive WOM as they
are very close to customers an this will increase our brand equity.
We will sell our product to the shops which has high brand equity so that the brand value
of the shop can easily leveraged by the brand Delight. This is how we will enhance our
brand equity.

Integrated Marketing Communication Strategy

The market for Skim Milk is new in this country. As a new brand Delight will be facing a very
strong competition from the existing brands of whole cream milk which are already quite
established in the market and establishing a new market of itself. Marketing communications
contribute to Brand equity. So, in order to create a strong brand awareness and preference among
the customers The IMC of Delight has to be very carefully designed.

Perceptual Mapping:
The marketing message about Delight would be communicated in a way so that it creates a
strong illustration of knowledge structure in the consumers long term memory. The moment
they will hear the word Delight, the brand associations of Delight would strike in their mind
automatically. IMCs made for Delight would be actively and consistently promoting its POD.

Communication Tools:
As Delight is totally a new brand in the market, so in order to grab the maximum attention of the
target customers it would use both ATL and BTL communication tools for the communication.

ATL (Traditional Mass Media)

Though Delight is a premium brand and it focuses on niche marketing but to build strong brand
awareness in the primary stage of the PLC, we need to choose the ATL technique for
communicating the brand message. The forms of media that would be used are

Television Ads
Radio Ads
Print Ads
Internet Banner Ads

BTL (Alternative Media):

We will be using unconventional brand building and promotional strategies - such as direct
marketing, sales promotions, and public relations. In our campaign, direct marketing will involve
our sales representatives distributing leaflets and flyers at local grocery stores such as
Agora,Meena Bazar, etc. This will facilitate brand knowledge since the representatives will
be directly interacting with our prospective target customers in order to educate them of our
brand quality and associations.

Advertising:

Advertising is mainly used to reach large number of customers. Its an effective way to create
strong brand awareness. As Delight is a complete new product in the market, it should use
different advertising media simultaneously to grab the maximum attention of the customers.

The advertising media that would be used for Delight are

Television Ads- A very powerful mean to build mass awareness of the brand. We will

be creating awareness in order to capture the market through high frequency of Ad.
Radio Ads- By repeating Delights taglines and positioning through the radio ads,

cognitive maps would be created in the consumers minds.

Print Ads- so keeping its target customers in mind the ads would be given only on few

selective but popular newspapers and magazines like- The Daily Star, Prothom Alo,etc.
Websites and online Ads- Delight will have its own official website and it will be a
interactive one where the young people can share views and will be able to communicate

actively will the brand representatives that will enhance Brand resonance.
Outdoor Ads & Point of Purchase Ads - In order to surround the customers with
the brands message we will put posters and advertisements on outdoor locations and will

give point of purchase ads in few important stores.

Product Placement- During important national and international events held in
Bangladesh like- big sports events and tournaments, concerts we will advertise our
product.

Teaser Campaign- We would also give some teaser ads on newspapers and

magazines and would distribute fliers and posters in the whole city one month before the
launching of the brand. This one month long campaign would arouse curiosity among the

consumers and grab more attention.

Celebrity Endorsements & Spokesperson - We would take both national and

international famous celebrities and spokesperson to endorse our brand Delight.

Promotion:

To make the customers interested in buying Delight and making them to avoid other brands
different incentives would be offered from time to time using both Trade and Consumer
promotion.
Trade Promotion: Wholesalers would be given attractive discounts while buying Delight in

bulks.
Consumer Promotion: Different contests and offers would be given to attract the customers and

increase the sales.

Direct Marketing

Leaflets and fliers will be distributed in the important touch points. Teaser ad will be made in the
beginning and such fliers will made customers curious toward Delight.

Public Relation

Event sponsorship (concerts, sports events, debate events)

Public appearances using celebrity spokesperson

360 Degree Branding

In this way, the consumers will be surrounded by Delight Skim Milks marketing messages.
Therefore,by utilizing both ATL and BTL oriented approaches, we believe our campaign will
effectively communicate the brand message to the target market time to time.

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The Print Advertisement

Some of our print ads are as follows

CUSTOMER BASED BRAND EQUITY (CBBE)

This IMC campaign will help us develop a strong brand equity by creating a brand identity,
meaning, response, and relationships. This is all about the differential effect that brand
knowledge has on consumer response to the marketing of that brand. Below, is how our IMC
plan relates to the 4 parts of the CBBE model :

Brand salience : It creates/increases awareness about a specific brand. So brand salience talks
about letting the customer know what the brand is about, and we followed a few effective steps
to create brand salience :

We gave the product/service a brand name : Delight Skim Milk

We created a linkage between the brand name and the need that this brand satisfies.
Creating these linkages helped us utilize the breadth of brand awareness, in order to
create brand identity.

As for the depth of brand awareness, we made sure our brand name is easy to recognize
and recall at all times. The brand name can be broken down into two parts delightful(in terms of taste) and light(in terms of low cholesterol and fat-free) which
will help our consumers to fully understand the meaning of our brand. Hence, it will be
easy to recall during the purchase situation,when a need arises,or when a category is
mentioned, etc.

Brand performance and imagery : brand performance deals with explaining the functional
associations whereas imagery focuses on the emotional attributes. Direct marketing(distributing
leaflets) by our sales representitives. at the grocery stores will ensure how well our brand meets
customer needs based on reliability, durability and serviceability. The sales representatives will
be responsible for educating the consumers about the consistency of our product. Moreover, the
leaflets/flyers will contain all the information about the brand - primary ingredients(high
protein+calcium) and supplementary features,(fat free and cholesterol free) what makes our
brand different and unique. As for the pricing strategy, our product is a premium brand which is
why it will cost more than regular milk. Hence the leaflets will also exhibit the prices that our
product is available in, since pricing has a psychological impact on the customer mindsets about
how well a brand performs.
Brand imagery, on the other hand, is what helps humanize a brand.So, by the process of using a
celebrity - Nobel, in our ads and also as a spokesperson from time to time, we will give our
brand some human characteristics. To build this, in our IMC plan, we will create a brand
personality by using the psychological characteristics of Nobel- intelligent,reliable,
successful,etc. And since we are targeting health conscious people only(teenagers and above), it
will be easier for them to connect with what Nobel will portray, because he himself,being a(n)
actor / model, is obviously health conscious too.In this way, consumers will LOVE the brand
for its human characteristics also, helping our brand to develop a positive brand image in the
long run.

Brand judgements and feelings : After putting together brand performance and imagery, the
consumers are able to evaluate the brand. Hence through our campaign, we hope to achieve

brand credibility, consideration and superiority. Credibility will be developed via the perceived
expertise, trustworthiness, likeability and love the consumers have for Nobel. Throughout the
campaigning process, we will try to create various brand associations such as nutritious, fatfree, high protein and calcium, cholesterol-free, healthy fresh, in order to develop brand
consideration. Brand superiority will also be achieved through the various print ads and online
ads where consumers can readily witness the unique qualities of our brand - first brand in
Bangladesh to produce skimmed milk. Brand feelings are the emotional responses/reactions of

the consumers. After our IMC campaign, consumers will know how our brand makes you feel
delighted and healthy.

Brand resonance: refers to how deep and active the relation is, between the brand and its
consumers. Brand resonance has a few dimensions - behavioral loyalty, attitudinal loyalty, brand
communities,etc. We hope that our unique benefit(fat-free milk) will influence our customers to
make repeat purchases, this will ensure behavioral loyalty from the consumers side. We also
hope to achieve attitudinal attachments with our consumers by trying to make them more health
conscious - so that they love our brand and feel that it is their favorite possession. Finally, our
company will be organizing, hosting and sponsoring sports events, concerts, etc. and we also
plan to arrange a rally on world health day in order to bring along a sense of community in all
of our customers. Hence, through these sort of activities, we plan to further enhance our
relationships with the customers so that we can enjoy brand resonance.

CSR(Corporate social responsibity)

Delight will contribute to society from time to time as being a part of the nation. Every year a
percentage of its profit will go to charity funds and it will possibly take part in any welfare of the

society through contributing to different events and various societal groups for the welfare of the
nation and build a positive image in the minds of the consumer.

Conclusion:
Delight is the first ever premium Skim milk brand in Bangladesh. The market for Skim milk
brand is a brand new market in our country, and it have a great market opportunity because of its
health conscious.. So, if Delight can establish itself as a brand of superior quality in the
consumers eyes so it can grab the market quickly and remain the market leader in future.