North South University

Report: Anti-Depressant (Medicine)

Submited to: Sherina Idrish (SeH)

Section: 10
Submitted By:
1. Tadvin Samir Khan

123 0789 030

2. Md. Fouad Hasan

132 0158 030

3. Tahsin Tarannum

131 1285 630

4. Habibul Hasan Biplob

121 0721 030

5. Zakia Ishrat Hossain

112 1057 030

6. Adnan Ibne Mannan

132 1476 030

Table of content
TOPIC

Page Number

Company Review

Company Information

Offered services

Geographic, Demographic, Psychographic

Behavioral

Communication Objective

Brand Promise and Brand Personality

Major selling ideas

Product Sourcing

Massage and Proposition style

10

Appeal

11

Execution style

11

Production Budget

12

Media Planning

13

Media Mix

14

Coverage, Location, Time and justification

16

Media Budget

21

Relative Cost

22

Conclusion

22

Company Overview:

ABLife is a capsule that gives relief from stress, frustration, down feeling and monotonous life.
It works in a way that your blood circulation and cells demonstration starts to functioning. The
companys vision is to dominate in the Asian region as a good and health resemble medicine for
relief from any kind of body stress. It As this is a new product in Bangladesh market and hance
to keep the brand promise and attain the vision. It is the only way for this kind of product to
reach target customers as soon as possible.

Company Information
Name

: ABlife

Logo

Offered Services:
3

 Its available in your nearby pharmacy

Reasonable price.
Three types of flavors like mint guava and passion fruit are available.
Headache and weakness both removes by this.
We have our own pharmacy
In specific area like, Gulshan-2, Banani, Motijhel, Uttara etc in reputated
pharmacies we provide our own employer.

Geographic

Demographic

Psychographic/
Behavioral
4

Area : Urban
and Sub Urban
Area

Age : 25 and above

Gender : Both male
and female

Location : Dhaka
Chittagong
Income
Sylhet and
(Monthly/daily)
Rajshai
Range : Minimum
500 Taka
Family Size :
No limitation

Attitude :
Positive attitude towards
the brand due to the
additional benefits and
deferent service
services.
Benefit:
* No Side effect
* Price is cheaper
* Easy to get .
* life style
* Extrovert
* Introvert

Education :
Secondary education is
Volume : 75 hours per
enough
month
Occupation: People
Belonging to any
occupation who needs
medicine

Perception : With our

product we provide
best,

preference : Since this

is a new product people
still now prefer older
medicine
provide by the many
company
Semiotics : The logo
Values: The benefits
provided by this product
can be compared to
international level
products yet the price is
quite reasonable and
hence this creates a
positive value for the
consumer.

List of communication Objectives of the ad(Smart) based on

Traditional Response Model:

Ours is a new product, which is a low involvement product, hence we are

adopting the Hierarchy of Effects Model. As it is a totally new brand, the
communication objectives are attained by brand positioning and through a
several number of stages which a buyer or a customer passes through.

Awareness and knowledge is in the cognitive phase. Here, we will let our customers or the target
market know about our product by broadcasting commercials and print ads and constant
repetition of our brand name, slogans and jingles. The whole objective is to become known and
memorable. As it is about a anti-deprassant pill, firstly people can have negetive attitude or
misconceptions towards it. With the ads we will remove the negetive attitudes by highlighting
the core benefits of the product and the lowest time it takes to decrease stress. Leaflets will be
distributed among the mass people. Booths will be placed in malls and near different corporate
offices, where the features and benefits of the product will be displayed. There, customers can try
our sample products for free and get an immediate feedback from the product.
Then comes the liking, preference and conviction which is in the affective phase. people will try
out and will be able to know about the features and benefits directly. Online survey will be done
afterwards to know the feedback from the customers and the competitive market. After observing
peoples reaction towards the product Personal selling will also be done to attract the target
customers, those who will buy or willing to buy will be given 50% discount on the next
purchase.
In the end, if the customers are happy with the product they will be given a one month free
purchase of the product and a moneyback guarantee.
7

Brand Promise and Brand personality:

Our product provides the stressed people with comfort and simply
faithfulness by its immediate result. It is not just a drug, that people bother
taking. It comes in different flavors, which people will enjoy chewing, not just
like other tablets/pills and is reliable of being harmless.
According to our promise, our Brand Personality is Sincerity and Faithful.
Discuss the major selling ideas or power ideas of the ad and justify
your selection:
For the advertisement of the product, first we have to set up our major
selling ideas. The selling plan of our product is executed by the core benefits
of it.
The anti-depressant pill that we are launching has come up with the fastest
relief from stress as well as it gives a soothing comfort to the consumers
body. An added feature is, it has come up with three new flavors-guava, mint
and passion fruit. So, our customers have the choice to choose one from
them.
On the other hand, we will advertise our product in several media, TV
channels & Billboards etc. The ads will come up with the information, e.g.
benefits, flavors, features etc. through lively jingles and background, stories
etc. that will attract customers to set a brand image in their mind. We will
create our own website, which will present our product and our company in
an exciting way. We will make it easy for the customers to buy our product by
listing on our website all the places it is available.

Source:
Consumer always takes decision on buying any product on how well they know that product. In
every purchase decision information searching over the product in very vital role for a consumer.
Initially, consumers perceive a need. This can be marketer Induced. The marketer induced the
idea that this need can be satisfied by the purchase of their product or service. If it is high
involvement product, such as ours, then the consumers search for information to make a
purchase decision. Contact point here play a crucial role.

External Source:
Market control source: Now a days internet is the key area where
customers look for help with their purchases. People use Facebook,
Youtube for new brand marketing. But this anti depressant is a kind of
a product which doesnt create that impact on a purchaser to buy a
product from those options. Because most of the customers are 25 to
30 above. And these markets are very much aware and dependent on
what they see. They mostly keep in mind what an experienced person
say. We will also have our personal retailing shop in the city with the
name. These will help them to keep the brand name on the top of their
mind. We will do much advertisement in hospitals. We will provide
table calendar to the doctors cabins and will keep a banner in the
waiting rooms of some well known hospitals.
Personal Experience: We are giving advertisement on the TV channels
at the leisure periods, Radios on the pick hours and Newspapers. We
will use flash advertisements in very different time and different
places. That will help people to remember our product.
Personal source: Our campaign going to be like, we will keep a contest
over the product. We will release a half of the commercial on different
media and tell them to guess the product what it is all about. After
releasing the 2nd half of the teaser we will offer a special gift for the
winner.

Internal Source:

Salesman: They are the most important source of providing first-hand information.
Mostly people keep good relations with the salesman. So we will provide those
stores an educated salesman who will indirectly promote our products. Everyone
goes to those medicine stores those who have smart and educated person. Sells of
product mostly depends on this kind of salesman. The reason of providing a
salesman to the stores is some people to the store and knowing no name they just
ask for stress-free pills. And giving them the product and giving its positive impact
on their mind is a kind of marketing.

Source oriented thought: The sources used in our communication who are regular
workaholic people. This is the indirect approach to draw the attention of the
consumers through the usage of sources credibility and trustworthiness. It is more
effective to use a normal person on the campaigning program. Because in this kinds
of product people usually believe friends, neighbors, relatives more than a celebrity,
who is also a commoner, like us.

Tagline: Cure for pure life.

Slogan : make it able.
Meaning : In every work you do, you need to be feel encouraged. You need to be
make able to do that stuff. Sometime people feel weak, disable to do that work. This
slogan show that when u have it, it makes you feel able to do that work.

Massage of the commercial and proposition style:

The massage that our commercial wants to give is that when the obstacles comes
into ones life, it should get courage enough to get back to the major life. Because
with every stepping stone we can walk properly a milestone we can reach.

10

Appeal:
The appeal that has been used in our commercial is combination appeal.

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n

f m

a i t
ai
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Emotional Appeal: Here we show in our ad that a person feel tired, stressed and
angry. This feelings mostly belongs to the adult to aged people. They have luxury of
options and varieties things to do but under pressure of a work they just
demotivated and feel low to demonstrate the task.

Informational Appeal: Some flying text appear during emotional appeal and after
they started feeling energetic after having ABLife more flying text comes up with
information what that capsule contains and how it works.

Execution style:
Slice of life: We will show three slice of screen with their frustrated and disturbed life
in the first scene. They are having trouble doing their task for their tiredness,
weakness, laziness and mind diversiation.
11

(we will show this part only for 2 weeks in channels newspaper and other medias.
On this part we will make a contest for people on what could be the product would
be. They need to guess the product and winner will get a gift hamper from the
company.)
On third week we will release the 2nd part of the ad. Which will contain the result of
having the product. In this part it will contain three different scene of those slice of
1st part and those people are now refreshed and more enjoying their work. We will
not only show the 2nd part on third week we will show the whole ad together. The
winners name will be show at stretch on the left corner on the bottom side of the
screen during the ad.

Production Budget
Description
Pre-production:
Director
Production Company
Wardrobe
Location
Casting
Audio Selection and Recording
Set Construction
Production:
Actual Shoot

Amount In BDT
50,000
70,000
25,000
25,000
40,000
10,000
20,000

25,000

Post-production:
Editing
Processing
Audio/video Mixing
Recording Sound Effects

10,000
20,000
25,000
15,000

Total

335,000 BDT

12

Media Planning
The basic media objective is to attract as much target consumers as we can
do to achieve some potential consumers as well. The format undertaken to
attain the media objective is the smart format.

Specific: Through our Flash mobs and TVC in

different shopping mall and channels we plan to
cover around the 45% of our target market
Measurable: The campaign undertaken can be
easily measured with the increase number of our
customer.
Attainable:
The
number
for
coverage
undertaken is small and hence attainable easily.
Realistic: Our product is new in the market and
it is in the introduction stage of its life cycle.
Hence, we do not believe we will be able to attain
large number of our target market at one go.
Time Based: Firstly our flash mobs as well as
The TVC will be released initially as a teaser
followed by the full TVC. In between there will be
some consumer engaging in market place. Therefore, the whole
campaign will run for 3 months.

13

Media Mix
Type of
Media

Sub
Types

Platform
s

Channels/
Name of
the
publicatio
n

Personal

Social
Media
Marketin
g

Facebook

Atlas
Bangladesh

Mobile
Marketin
g

Spot
timin
g

Placemen
t (name
of the
programe
s)

Timing of
airing the
ad

Daily
Frequ
ency

Digital flyers
after every 5
seconds

12
times
a day

Time
frame
of the
campai
gn

Guess the
Flash Mobs

YouTube

Atlas
Bangladesh

TVCs

After
Watching
the teaser
the
people
asked
about the
product
through
facebook.

n/a

Guess the
teaser/
Flash
mobs

3months

14

Non
Personal

Other
Digital
MKT(web
site,
search
engine,
email,
etc)

n/a

n/a

Electroni
cs

TV

ATN

n/a

9.00 - 11.30
pm

BTV
Channel I

TVCs

Similar
Similar

NTV

Similar

S.A. TV

10
10
10

3
months

10
10

Similar
Radio

Radio Amar
Radio Today
Radio
Foorty

Print

News
Paper

Radio
Commerci
als

5.00-8.00pm

1.00-4.00pm

8.0010.00pm

3
months

New Age
Prothom Alo
Dhaka
Tribute

Print
Commerci
als

Once
every
week

Kaler
Kantho

15

4
months

Magazine

Ice Today
Economist
BusinessToday
Mirror

Print
Commerci
als

n/a

Once
every
month

2
months

4-5
places

4/5
months

Blitz
Monitor
Support
Media

Billboard,
walls,
public
property
posters,
etc

Mobile

n/a

Direct
Marketin
g and
Personal
Selling

Showroo
ms,
Medicine
store,
Super
store,
Retailer
etc.

Buzzing
Centers of
cities .

Print
Commerci
als

Everywhere
in City

Coverage Locations and types with

Justifications
3 Indexes are used to identify the location of the media
For Dhaka
1.Buying Power Index (BPI)
Population: 15,500,000
average income: BDT 25,000
Disposal Income: (Income - 15%Tax) = BDT 21,250
No. of retail store=5000
16

2. Brand development Index (BDI)

Formula: (% of brand to total sales of the entire market)/(%of the total
population
of
the entire market)*100 =(%X)/(%Y)*100
*assuming that Dhaka city population to Bangladesh Population is 25% and
sales of atlas to total market is 40%
BDI= 40/25*100
=160
3.Catagory Development Index (CDI)
Formula: (% of product to total sales of the entire market)/(% of total
population of the entire market) * 100 =(%A)/(%Y) * 100
*assuming that Dhaka city population to Bangladesh population is 25% and
sale of pay TV and Movie channel Box in Dhaka to Bangladesh market is 60%
CDI=60/25 * 100
=240

For Chittagong
1.Buying Power Index (BPI)
Population: 5,200,000
average income: BDT 20,000
Disposal Income: (Income - 15%Tax) = BDT 17,000
No. of retail store=2000
2. Brand development Index (BDI)
Formula: (% of brand to total sales of the entire market)/(%of the total
population
of
the entire market)*100 =(%X)/(%Y)*100
17

*assuming the Chittagong city population to Bangladesh Population is 15%

and sales of atlas to total market is 60%
BDI= 60/15*100
=400
3.Catagory Development Index (CDI)
Formula: (% of product to total sales of the entire market)/(% of total
population of the entire market) * 100 =(%A)/(%Y) * 100
*assuming the Chittagong city population to Bangladesh population is 15%
and sale of pay TV and Movie channel Box in Dhaka to Bangladesh market is
20%
CDI=20/15 * 100
=133.33

For Sylhet
1.Buying Power Index (BPI)
Population: 500,000
average income: BDT 18,000
Disposal Income: (Income - 15%Tax) = BDT 15,300
No. of retail store=8000
2. Brand development Index (BDI)

18

Formula: (% of brand to total sales of the entire market)/(%of the total

population
of
the entire market)*100 =(%X)/(%Y)*100
*assuming The Sylhet city population to Bangladesh Population is 12% and
sales of atlas to total market is 48%
BDI= 48/12*100
=400
3.Catagory Development Index (CDI)
Formula: (% of product to total sales of the entire market)/(% of total
population of the entire market) * 100 =(%A)/(%Y) * 100
*assuming The Sylhet city population to Bangladesh population is 12% and
sale of pay TV and Movie channel Box in Dhaka to Bangladesh market is 10%
CDI=10/12 * 100
=83.33

For Rajshahi
1.Buying Power Index (BPI)
Population: 18,000,000
average income: BDT 15,000
Disposal Income: (Income - 15%Tax) = BDT 12,750
No. of retail store=12,000
2. Brand development Index (BDI)
19

Formula: (% of brand to total sales of the entire market)/(%of the total

population
of
the entire market)*100 =(%X)/(%Y)*100
*assuming The Rajshahi city population to Bangladesh Population is 20% and
sales of atlas to total market is 60%
BDI= 60/20*100
=300
3.Catagory Development Index (CDI)
Formula: (% of product to total sales of the entire market)/(% of total
population of the entire market) * 100 =(%A)/(%Y) * 100
*assuming The Rajshahi city population to Bangladesh population is 20% and
sale of pay TV and Movie channel Box in Dhaka to Bangladesh market is 6%
CDI=6/20 * 100
=30

Reach type with justification and expected reach calculation

(Estimated standard PR is 80%)
1.GRP/placement for all channels
2.TRP/ placement for Listed channels:
We all have duplicated reach as we have chosen multiple media vehicles for
advertisement for several times via different vehicles.

20

 assuming 10,000,000 household in Dhaka have television at

home
Reach (Dhaka)= PR*household with TV
=10,000,000*80%
=8,000,000.
assuming 300,000 household in Chittagong have television at
home
Reach (Chittagong)=PR*households with TV
=3,000,000*80%
=2,400,00.
assuming 200,000 household in Sylhet have television at home
Reach (Sylhet)=PR*households with TV
=200,000*80%
=160,000
assuming 10,000,000 household in Rajshahi have television at
home
Reach (Rajshahi)=PR*households with TV
=10,000,000
=8,000,000

GRP=PR*Frequency
=80*10
=800/day

21

Channel

GRP

Target
Audience

TRP

ATN

800

40%

320

BTV

800

60%

480

Channel I

800

50%

400

NTV

800

90%

720

S.A. TV

800

40%

320

Media Budget:
Description
Digital Media:
ATN Channel
Radio Foorti

Amount in BDT
3,40,20,000
48,60,000

32,40,000
1,80,000

Print Media:
Daily Star
ICE Today

Total
4,23,00,000

Placement Cost/45 Sec

Placement Cost = 4,23,00,000 BDT

22

A. Relative Cost/Channel
Assuming ATN Bangla Charges 31,000/45 Sec.
Relative Cost (ATN) / 45 sec = Cost of commercial time/PR
1680/75 = 22.4
B. Relative Cost/ Radio
Assuming Radio Foorti charge 4,500/45 Sec
Relative Cost (Radio Foorti)/ 45 Sec = Cost of commercial/PR
225/80 = 2.81
C. Relative Cost/Newspaper
Assuming Daily Star charges 12000 on front half Page
Relative cost (Daily Star)/page and circulation*1000
12,000/4,00,000*1000 = 30

D. Relative cost/ Magazine

Assuming ICE Today charges 20,000 on Inner Back page
Relative cost (ICE Today)/Page and circulation*1000
20,000/4000*1000 = 5000

Conclusion: ABLife is an medicine of anti depressant which recover the unhealthy and
monotonous life. The word Ablife it created from- Ab means able and life which makes sense
that which needs a power. All it represent able life from which people struggle most of the time.
So, when people feels odds our anti depressant ABLife makes people happier.

THE END

23