Overview of Deligram

Deligram is affiliated by Rahimafrooz Bangladesh. In 1954 Rahimafrooz started their business as

lead manufacture company, they manufacture batteries for car and IPS. Deligram start their
journey from 2018. Deligram is an e-commerce business where they sell kind of
everything motor-bike to TV, lipstick to perfume, mobile to headphone and cloths etc deligram
say they offer 10,000 variety of products to their customer to choose. Deligram is the E-
commerce sector of Rahimafrooz.

The founder and the CEO of Deligram is Mr. Waiz Rahman. He is one of the young
entrepreneurs of Bangladesh, he joints his family business after completing his engineering
degree from the University of Southern California. His dream to make the Deligram, Amazon of
Bangladesh. Mr. Rahman the CEO of Deligram, started in rural areas, “where Mr. Rahman saw
there was less competition but also potentially more to learn through a more early-
adopter customer base. That’s obviously one major challenge when it comes to growth, and now
the company is looking at urban expansion points”. He also said that “People will eventually
shift, but I think it’ll take five to eight years, which is why we provide the convenience via mom
and pop shops,”

At the beginning Deligram start their journey from Comilla which was great success. Deligram
take order from their customer in the both ways online and offline through combining the nearest
retail shop “Mudi Dokan” where customer can go give their order through their deligram agent.
If customer order their product through Deligram website or their app, deligram will ask for
delivery charge and if they order their product through deligram agent “Mudi Dokan” than their
will be no charge for delivery, Deligram provide their agent a tab so that they can place customer
order with that tab customer can receive their product from their agent “Mudi Dokan”.

In 2018 December Deligram launch their business in Dhaka after that they start to target other
urban and rural area of Bangladesh. Customer can pay in many ways they want, if the product
price is low than they can pay by bkash or they can pay by their agent “Mudi dokan” if they
order form there. If the product price is big than they have to pay 10% in advance to conform the
deal for example: - bike, mobile, tv etc
Deligram is a Bangladeshi e-commerce business who want to be an Amazon of Bangladesh, by
using different and unique strategy.

Introduction about the campaign

In this campaign, Deligram mainly focused on showing their audience about the DG agents that
are located nearby, through their TVC. They also emphasize on the range of products that they
have to offer, starting from simple grocery items to highly sophisticated motorbikes. In the TVC,
they claim to have everything that a customer might need or want. They portray the fact that
besides being an online delivery app, Deligram brings all the benefits of online shopping to
people’s nearest neighborhood shops. They also show the process of placing orders which seems
relatively easier. At every DG agent point, there are facilities for people to browse through
thousands of products and order whatever they want from their nearest DG agent. They also
claim to have online services from where people can easily place orders and receive them in a
very short span of time with the help of their app. As soon as the order is placed, they will
deliver it to the nearest DG agent pickup point, that too without any delivery charges. Home
delivery is also offered if the customers are interested. To conclude, Deligram claims to have all
the perks of online shopping at the nearest shops, through a very easy and understandable
process. They mainly tried to portray how easy it is to order products and receive them in a short
time, eventually meaning that Deligram will help make lives easier than before.
Current Target Market
At the beginning ‘Deligram’ targeted Comilla as their target market since the people of that
division are less familiar with e-commerce and they are deprived of that benefit. They thought it
will be better to introduce this new service in Comilla to make their life easier.

Current Advertising practices

They have used only TVC to introduce their new company and services in the beginning.
Currently they are not using any advertisement. Their only TVC was broadcasted in March,
2019. In that TVC they promoted their campaign of purchasing products from Deligram. After
that they did not appear in any media with their advertising.

Use of Media

Their media vehicle was only advertising. They used television media for their TVC. As support
media they also used their own delivery van on which they used posters.

Reasons of campaign failure:

Challenges Identified Through Research;

 Lack of digital media presence: Deligram’s first promotional campaign was

unsuccessful because despite being new in e-commerce platform. They could have
promoted their brand, their products and services in digital media to grow their market,
which they did not do.
 Lack of public awareness: Lack of knowledge and popularity can be one of the major
reasons of failing. They only targeted Comilla as their target market. They should have
focused on more areas rather than only one. They also should have focused on public
relations rather than focusing only on TVC as their promotional tool to introduce their
brand.
  Lack of proper IMC planning: Deligram has specific target market but they did not
come up with proper IMC planning. If they would have planned a proper IMC then their
promotional campaign would have been successful.
 Lack of sales promotions: As Deligram is a new company in online shopping industry
which provides offline shopping facilities to purchase products from their agent shops,
they could have included sales promotion in their promotional campaign. Sales
promotion could be a better way to reach their target audience and help them to grow
faster. But “Deligram” did not include sales promotion in their first promotional
campaign, which became one of the reasons of their failure.

Reasons the brand needs a promotional makeover

Deligram is a startup company of Bangladesh and since they are in their interactive stage, they
need an appropriate and effective promotional campaign to communicate with their target
market. Moreover, they need perfect IMC panning for their promotional campaign. However,
they came up with a TVC to promote and introduce their new brand which was not successful to
reach their target customer. As a result, it became an unsuccessful campaign for their brand. So
‘Deligram’ needs a promotional makeover, with right set of promotional tools and proper IMC
planning to introduce their brand and to communicate with maximum number of people.

SWOT analysis
 Strength:
 Weakness:
 Opportunities:
 Threats:
New Target Audience:

Target audience refers to the group of people you’re making your products and services for. It is
also known as a target market and target customers. The first and foremost step that deligram
needs to take is to develop a marketing strategy and analyze the threats and opportunities in areas
and markets it wants to compete in. These are known as the external factors that will influence
the company. There are internal factors as well such as identifying their strength and weaknesses.
The main focus of deligram should be on identifying their target audience so that they can come
up with a proper marketing mix strategy that can reach the target market efficiently.

Deligram needs to identify specific needs of groups of people that they are targeting at first.
Since their main focus is on village/rural areas, they need to keep in mind about the basic
necessities and regular essentials of the people living in that region and plan their products
according to that. A proper market segmentation has to be planned for the new target audience
that they’re focusing on. And in order to achieve that, Deligram needs to segment different
groups of people living in village areas. There can be a number of different groups of people
present in the village, such as employed vs unemployed, people going to school, dependent vs
independent people, the entrepreneurs, and the elderly. Their target audience could be villages
such as Diapara which is situated at Barishal and Ramu, cox’s bazar. It is vital to find out which
groups of people have access to mobile phones and electronics. As Deligram is an online
platform, the number of people actually exposed to electronic devices in villages is an important
factor. Or else all their promotional activities will go unseen and unheard of. Delegram also
provides services that do not require electronic devices or the internet. They have DG agents
situated at every corner of the village which works as a pickup point and an ordering point.
People will not necessarily require mobile phones to place an order. They could go to their
closest DG agent and place an order. Their pickup point will also remain the same. This way
Deligram can target a huge amount of population, people without phones as well as people with
mobile phones. They can plan their appropriate promotional activity according to this. The
following table contains data about the different groups of people present in villages along with
their occupations:

Male Female
 Farmers  Housewives/elderly
 Entrepreneurs  Professionals
 School going children  Entrepreneurs
 Professionals  Domestic helpers
 Elderly  School going children

Based on these occupations, Deligram has to find out which group has access to electronic
devices and plan their campaign accordingly. They have to come up with different promotional
activity for people that do not have access to mobile phones in order to create awareness.
Although most people have mobile phones these days, they don’t have access to the internet. As
a result it is important to determine which group has the most exposure to the internet and which
has the least exposure. It is quite predictable that entrepreneurs and professionals will have the
most exposure to mobile phones and the internet so planning promotional activities that are print
and digital media advertisements towards them would be a smart choice.

A market can be segmented into 5 segments known as the geographic segmentation,

demographic, psychographic, behavioristic and benefit segmentation. Here, Deligram doesn’t
need to put emphasis on geographic segmentation as it’s a local company. The other dimensions
are as follows:
1) Demographic segmentation - Here, markets are divided on the basis of demographic
variables such as age, sex, family and education. As Deligram mainly aims to serve
people living in villages as well as cities, they have to make sure that they choose the
right marketing tools and media vehicles to reach people in every corner of the country of
age groups starting from the working class people. Age groups roughly starting from 15
year olds because people in villages tend to start working earlier as opposed to people
living in the city. Both the genders need to be kept in mind. Due to the fact that people all
over the country are starting to put greater emphasis on education, it should be used as an
advantage in this case. Coming up with rational appeals in terms of advertising can help
Deligram convey their main selling points to educated readers both in rural and urban
areas.
2) Psychographic segmentation – Here personality and lifestyle matters the most. These
two tend to differ in urban and rural areas. People in urban areas tend to be more attracted
towards luxury lifestyles. As a result, promoting luxury items in urban areas would be a
smarter choice as opposed to promoting them in rural areas. People in rural areas are
more focused towards essentials. Coming up with a variety of products that satisfy their
needs will help boost purchases by a great deal. Personality traits also differ in the two
areas and this is why Deligram needs to put greater emphasis on the personality trait that
is common between village dwellers. Deligram can also come up with special product
offerings especially for the female customers such as basic hygiene product lines.
Females in rural areas are usually suppressed of basic hygiene needs and this should be
used as an advantage too. Offering sanitary napkins, toiletries and pregnancy test kits at
lower prices can make a huge difference in the purchase behavior of females and create
more potential customers.
3) Behavioristic Segmentation – this is important for dividing the market into consumer’s
usage, loyalty and buying response. Products that sell best at urban area will not work in
rural areas.
4) Benefit segmentation – products that sought benefit for consumers are equally important
as the rest of the segments. People always look for products that benefit them in
numerous ways. Here, Deligram needs to make sure and offer people living in villages
with greater number of household needs that benefit them in their daily lives. As their
 main target audience is known to be villagers it is important that they put greater
emphasis on marketing mix strategies that can make them aware about the different
essential products that they offer.

Geographic segmentation:
Country: Bangladesh
Region: Urban and Rural areas
Demographic segmentation:
Age: 15-20, 21-30, 31-40, 40 and onwards
Gender: Male, Female
Occupation: Students, professionals, farmers, Entrepreneurs, other.
Social class: lower, lower middle, middle, high
Family size: Nuclear family, Extended family
Psychographic segmentation:
Personality – Decision maker, dependent, independent, other
Behavioristic segmentation:
Rate of usage – heavy, medium, light, no usage at all

According to the data presented in the table, specific promotional activities need to be used for
each segment. For example, Farmers might not be educated enough to understand broadcast and
print media advertisements. So, personal selling will be the most appropriate type of promotional
tool in this case. Deligram can come up with campaigns that allow personal selling where all the
people that fit in this segment will be aware of the brand and its offerings. Similarly, for
professionals and entrepreneurs print media will be most effective, because people in this
segment rely highly on rational and factual messages about products and services. Using rational
appeal will help deligram educate the potential buyers about their range of products that they
might be interested in.

Why the changed audience will leverage the brand/services/organization:

Due to their previously failed campaign it is vital that they make sure and provide their new
target audience with factual information regarding why they should stick to Deligram over other
brands. By using the above mentioned segmentations, Deligram will be able to hit the right
population of target audiences. This will create huge amount of awareness between people living
in both villages and cities. As Deligram is sort of a new brand, it is very important that they
create maximum awareness with the correct promotional activities. If the message is delivered
properly within the target audience, only then will they leverage Deligram over other brands.
Providing key selling factors is very important here because there’s already huge amount of
competitors in the market. As Deligram’s main target audience lies within rural boundaries, both
demographic and psychographic segmentation is very important to differentiate the wants and
needs of people living there. People living in villages require less sophisticated products so
Deligram has to be attentive enough to not increase cost on creating promotional activities that
cost a fortune because the end result will be as disastrous as their previous campaign. Deligram
has to be specific about their offerings just for the people living in villages. They have to choose
promotional activities that people living over there are actually aware about. The most successful
campaigning is done when a brand decides to display their products and services to their target
audience in a manner that is more captivating compared to other brand offerings, and this is
exactly what Deligram needs to do. And if they are successful in making these happen, and their
target audience start trying out their services, and begin to trust the brand and get comfortable
with it, only then will they start leveraging this particular brand over others.

Campaign objectives:

“Deligram” is a startup company. As they are in their interactive stage and low budget they need
both sales objective and communication objective to reach their target customer.

 Sales objectives:
 Increase sales by 25%-30% over six-month period of time identifying market segment:
According to the research we came to know that “Deligram” is not that much popular as
its competitors “Daraz” & “Ajkerdeal.com”. Because of their less popularity their sales
are pretty much lower than their competitors. So to gain new customers we have set sales
objective of our promotional campaign, and we also set a benchmark of this campaign
which is around 25%-30% sales we want to increase within in six months by identifying
market segment they did not explore before.
 Increase sales revenue by 10% over six-month period of time by decreasing price: Since
“deligram” have low budget and low sales revenue they need sales objective to reach
their goal. We have set objective to increase the amount of their revenue by increasing
their transaction size of each customer, and customer’s transaction size can be increase
easily if they decrease the price of their products a little. So we have set this benchmark
which will help them to increase their revenue by 10% within six months.
 Increase average customer purchase by 12% by suggesting additional products before
checkout: To increase their sales we have set objective to increase their customers’
purchase amount by suggesting different products based on customer’s choice while they
are purchasing. We have set benchmark to increase 12% of average customer purchase by
suggesting varieties of products before they checkout from the app or website.
 Increase market share around 10% over one-year period of time: At present “Daraz and
Ajkerdeal.com” have strong market share in this e-commerce industry which is higher
than “Deligram”. But now to compete their competitor we have set objective to gain new
market share through this campaign. So they need to be very careful and monitor
products availability and update their inventory regularly, which will increase their brand
awareness and also will help them to increase their market share.

 Communication objectives:
 Increase brand recognition/awareness among 80% of total target customer within two
years: According to our research “Deligram” is in their interactive stage. Despite of
having good quality products and unique idea people does not have much knowledge
about their brand and their products and services. All this happened because they did not
introduce their brand well and did not use any creative idea or media vehicle to create
awareness among people about their brand. Brand awareness or brand recognition means
if the brand name, logo, any symbol or any activity is known to the customer or not. So
“deligram” need different communication objective and IMC tool to reach 80% of their
target customer within two years.
Repositioning:

Deligram came in 2017 with a creative idea to bring some innovation in retail delivery system.
They wanted to reinvent the retail channel with the help of local corner shops to overcome
infrastructural challenges.’ They have plot their unique online business model in Cumilla
partnering with 40 neighborhood retail stores as their agent and after receiving overwhelming
response they moved to Dhaka in January this year again partnering with another 60 stores to
deliver their products. Deligram provide both online and offline services. Also they sell/deliver
products and services through their offline hubs or agents. Their partners get commission and at
the same time Deligram market those shops both physically and digitally. Daraz and
ajkerdeal.com is their main competitors who have high customer demand and high sales revenue.
However, to compete with their competitor Deligram come up with unique and creative idea. But
they could not grab the market well. So rather than focusing only on specific division they
should come up with some creative planning by which they reach maximum people. They can
focus some rural area and also woman of those rural area to deliver their online and offline
service through agent. As people of those area have less knowledge about e-commerce and
online shopping this can help those people to get the benefit of online shopping without having
smart phone or internet connection. This positioning can help ‘Deligram’ to grow faster and
reach more people. Moreover, with this positioning they can compete their competitors and
increase consumers purchase, their sales revenue and market share.

Major characteristic of objective setting:

 Benchmark: We have set specific, realistic and attainable benchmark to evaluate the
success and failure of our campaign. It gives a measurement level of what the brand has
achieved and what need to be done to reach their target market.
 Specified time period: Each objective is defined with attainable, measurable and
quantifiable time period which will be helpful for the promotional campaigns success.
 Concrete: We have set each objective by keeping basic promotional objective in mind.
We have tried to keep promotional objectives clear, specific to develop perfect IMC
planning which will help to achieve their goal.
  Well define audience: Since the company is in their interactive stage we have set
objective to create brand awareness among its target audience.

Creative brief

‘Deilgram’ is a newly launched e-commerce company which came up with the idea to deliver
online service along offline service through their agent points. People can by their product using
smart phone and other devices with help of internet, also they provide service to buy all type
products from their ‘dg agent’ retail shop without having smart phone and internet connection.
But to introduce their service they came up with a TVC as part of their promotional campaign
which became a failure campaign for them. As ‘deligram’ is a startup company they have low
budget, so they need so creative IMC planning as to promote their brand and reach maximum
target market faster. We have set both sales and communication objectives for them as this brand
need to grow and also need brand recognition among their target customer. We have targeted
different rural area and specially women of those area rather than focusing only on Cumilla and
Dhaka. The reason of choosing those target market is to introduce the creative and new service
idea of “Deligram” among those people who are deprived of online shopping and come to Dhaka
or other urban area to purchase different products. So we design objective and promotional
objectives keeping the target market in mind. Because consumer will buy their products they find
out the brands personality is similar to their own. We are using digital media, sales promotions,
outdoor advertising and PR as our media vehicle in our promotional campaign.

Usage of Appeals:

Deligram introduce a service to buy product from anywhere through online or their offline agent
retail agent shops. As we are introducing a startup company through this campaign, we need both
emotional and rational appeal in all of our campaign to attract customer emotionally and
rationally. We will focus on creating brand value and also on increasing sales to increase sales
revenue and market share, which will help the brand grow the market. Emotional appeal will
help them to connect their potential customer with the brand and their services. Rational appeal
to introduce the technical elements of the brand, which includes the features, the competitive
advantage, pricing strategy, their products and services.

Execution

All creative elements

1) DIGITAL MEDIA:
a) Search engine optimization- SEO is the process that optimizes the website to rank
higher in search engines results page, thereby it increases the traffic on the site. On page
SEO focuses on all of the content that exists "on the page" when looking at a website. By
researching keywords for their search volume and meaning (alexander,2019). Deligram
will use on page SEO to benefit from channels through usage of blogs, websites and
infographics to generate traffic to their website so that people can reach the site almost
easily and thus makes sure it ranks higher on search engines when people use certain
keywords related to the site’s operations or activities.

b) Content marketing- Content marketing is a strategic marketing approach focused on

creating and distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience and ultimately, to drive profitable customer action ("How to Do
Content Marketing", 2019). Deligram will use content marketing to create and promote
their company’s assets and activities for the generation of brand awareness, customer
loyalty and increase sales. For example: Deligram will develop and distribute informative
content-such as blog posts, articles, and infographics that is relevant to the needs of their
customers.

c)Social media marketing: Social media marketing is the process of creating content that
you have tailored to the context of each individual social media platform in order to drive
user engagement and sharing.(Neil patel,2019) this will help to Promote the brand and
the content on social media platforms to increase brand awareness, drive traffic and
generate leads for driving the profit of the business. Channels such as- Facebook,
Instagram, twitter, LinkedIn and snapchats are most popular for social media marketing.
Deligram will heavily use Facebook and Instagram to advertise their product online. By
posting regularly about their business services and products will help the brand to reach
out and engage with customers. They can pay social media influencers on Facebook and
Instagram who’s with higher likes and followers by making them use and advertise
deligram’s services. Again, Facebook can be used to create an event regarding the
campaign “Online shopping gram e gonj e” at specific locations at a particular time, for
instance during an upcoming trade fair. Facebook will show sponsored Ads of deligram
and will be boosted to get maximum reach when discounts are offered for sale. Instagram
will help to showcase the business product offerings and drive attention to get maximum
customer reach. The use of popular hashtag trend in social media can be used to provide
leads to searches for specific products when keywords are typed may help to tailor
customer to the website. The best of use Facebook and Instagram will only come out
when they can post quality and enriched content on a daily basis so that they can ensure
visibility on their followers feed.

d) Pay per click (PPC) -PPC is a method of driving traffic to a website by paying a
publisher every time an ad is clicked. One of the most common types of PPC is Google
Ads, which allows the business to pay for top slots on Google's search engine results
pages at a price "per click" of the links that are placed.(alexander,2019) Deligram Can
use pay per click ads on search engine result pages in common search engines such as
google and yahoo. This will give the advertisers an opportunity to place their brand,
products and services in front in the form of ad to target specific keywords.(ref-
potent.com) The ads could be text based which are shown on search engines result pages
or they can be display ads which are basically pop up ads available for placement on
others websites across the internet. Again, By the use of shopping ads customers search
related to the query for the product in the search engine will show them the products
pictures, videos and feature such as price, size, dimensions, color, specifications etc.
Deligram will focus on google ads for their primary advertisement platform.
 e) Affiliate marketing: Affiliate marketing is an advertising model in which a company
compensates third-party publishers to generate traffic or leads to the company’s products
and services. The third-party publishers are affiliates, and the commission fee
incentivizes them to find ways to promote the company (Green,2019). affiliate marketing
helps to broaden the audience, it can boost the company’s reputation, cost effective and it
can increase traffic and sales on the website. Deligram will can use popular blogger’s
websites to place their product’s links related to the blogs content for instance the blog
could be for reviewing a specific smartphone and at the end of the blog post deligram can
place their smartphone products link to their website in order to generate sales and traffic.
Similarly, deligram can use popular YouTube channels and well renowned Bangladeshi
youtubers to host video ads referring to their services in return affiliates are then are paid
a commission once the action has taken place

2) Sales Promotion: Sales promotion is a marketing strategy where the product is promoted using
short-term attractive initiatives to stimulate its demand and increase its sales. Sales promotions
Spread information about the brand to new customers or new market, stabilize sales volume and
fulfil short-term sales goal, stimulate demand for a short term by making the product look like a
great deal (Pahwa,2019). Deligram will be using special sales promotions such as DG bhata
which is a reward points offered to customer for each taka spent. The reward points can be
redeemed to taka amount when purchasing a product after a certain limit is fulfilled. This
incentive will encourage customers to become loyal and make them repeat the purchase. Also
other promotions such as free shipping on first order and promo codes for percentage based
discounts will be offered to customers during specific occasions for instance this could be during
a rural trade fair where the deligram booths are setup so that people can buy products instantly
using the promo codes or maybe during a religious or cultural festivals or maybe a particular
holiday. Also, this could be social media incentivization for example like us on Facebook for
15% discount coupon. For loyal customers there could be rewards for repeating sales with
special offers. People are generally more inclined to sales promotions since these increases their
motivation to buy products at a lower cost. Deligram will offer these promotions by setting
pricing and business model appropriately.
3) Outdoor Advertising:
i) Exhibitions and trade fair: Deligram will highly focus on exhibitions and trade fairs since it is
an excellent way to promote the service they offer to the public. Exhibiting at a trade show can
be a great way to advertise to a target market and create brand awareness. trade fairs can provide
opportunities to create customer database from the visitors of the booth and help to test market
and product by getting a general opinion about the offering provided. A trade fair for instance
could be taking place in a particular village where deligram will demonstrate their services. they
will provide an opportunity for the rural people to place orders of products from their booth with
sales promotions for driving instant sales and creating a hype within the locality.
ii) posters and wall painting: This type of advertisement is effective for rural markets. Deligram
can use poster to display their offered services to public places for instance in a tea store or retail
stores in a village. They can use wall paintings to show case their brand title and offers to
specific places where public transportation is denser. They can increase brand awareness and
ensure advertising objectives by placing on specific locations with much cost reduction.
iii) Outdoor banners: Outdoor banners are a great advertising alternative which are highly
affordable also ensures maximum exposure at a minimum cost. Deligram can use outdoor
banners which can be hung from a storefront or even across a building. The banners could be
used to inform about business grand opening for a sale or direct people towards places where the
service is available.

Public Relation (PR): Public Relation is one of the most effective integrated marketing
communication tools. Public relation creates a bond between the firm and its target audience.
The effect of the public relation stays for a long time in the target audience mind. That is why we
are heavily focusing on public relation for DELIGRAM. DELIGRAM is at its introduction stage.
People don’t know about it that much. As our main objective is creating awareness about the
service among the target audience and also educate them in a way, that they can easily order
product from the nearest DELIGRAM agent. By doing effective public relation we can build a
positive image among the target audience. To do so we have come up with 5 ways to conduct an
effective public relation. These are:

Event fair: All most in every village in Bangladesh celebrate a village fear quarterly,
twice in a year or at least once in a year. A huge crowed gather there to buy products and
also spend joyful time. It’s a social gathering for the village people. All sort of people
come to this fair and it is a golden opportunity for DELIGRAM because all the target
audience can be found in one place. And chances are very less to face any noise. So, the
idea is DELIGRAM can showcase their kiosk. The entire fair will be surrounded by
DELIGRAM flyers, festoon and banner. We are going to change the idea of the village
fair and turn in to DG FAIR. This is going to be very new for the village people. To grab
their attention there will be free gifts for them. To collect the gift, they have to order it by
the kiosk service. By doing this both purposes are going to be serve. Firstly, one letting
the target audience know about the service and side by side educate them how to use the
service. This will also help to overcome the target audience to come out from the
conventional shopping. Slowly but steadily people from village will adopt the online
shopping culture. This is very less costly way to conduct the public relation. And it will
create a hype among the village people. This hype eventually will turn into good word of
mouth among the target audience. Every year people will wait for the event, if the event
would conduct accordingly.
Creating platform for entrepreneur: The majority of the population of Bangladesh lives in
rural area. a large amount of them are entrepreneur. Both man and women do something,
like handmade pots, bags, shows, utensils, dolls, dress, cloths and different types of
fabrics. They don’t have a proper channel to sell their products. Big organization like
BRACK buys these handmade craft at a very cheap price from the rural area and sells
these at a very high price at urban areas. DELIGRAM can update their software and
provide a platform for rural entrepreneurs to sell their product in an online platform. In
return DELIGRAM can charge delivery fee. And it is also beneficial for marketing
purpose of DELIGRAM as well. When the entrepreneur come to the kiosk, they will
learn the process and also aware about the service and may also start ordering from there.
these will create a hype again and the hype will turn in to positive word of mouth. No
other competitor of DELIGRAM has this feature. By doing so, DELIGRAM can enjoy a
competitive advantage. If DELIGRAM provide this service for the rural entrepreneur
then this would be a win situation for DELIGRAM and also for their target customer.
Sponsoring NGO: NGOS work with rural areas. They have the statistical data and access
to interconnect with exactly target customer to our campaign. Through their statistical
 data we can easily find out how much people are there, how much money they have and
also know about their psychological state. This will reduce both cost and time for
DELIGRAM and increase efficiency to reach a huge target audience in the easiest way.
NGOS conduct lot of seminars, free education and lot more social activities.
DELIGRAM can sponsor the seminar and also design the seminar by DELIGRAM
banners and festoons. They can also provide free product less costly within 5/10 taka.
These products will contain DELIGRAM logo. To get this free product, customers have
to order through the DELIGRAM kiosk. By doing so customers will know about the
procedure how to order from an online shop. A person from NGO will provide a speech
in favor of DELIGRAM. These will create positive mind set among the target audience
about DELIGRAM
Conducting seminar in school and college: DELIGRAM can conduct seminar in school
and college by doing that we can reach our young target customer (13-20). Even we can
sponsor their programs like yearly ceremonies, price giving ceremony etc. the seminar
will be fully decorated with DELIGRAM banner, festoons and flyers. There will be a
kiosk of DELIGRAM. We will provide free gifts for them. but to avail the free gift they
have to order it from the DELIGRAM kiosk. This is how, the seminar will create
awareness among their young target customers and side they will educate them as well.

Special seminar for women: statistic shows women do more shopping then man. They love to
do shopping, it doesn’t meter which income group, age area, region they belong from. So, it
is better to target them whom purchase more frequently. Women in rural area don’t have
aware of online shopping. In every festival like EID, PUJS, International mother language
day they went to the main city for shopping. They don’t have better and trust worthy
cosmetics shop at their nearby. By conducting this seminar, we can aware them about
DELIGRAM and also let them know how DELIGRAM is here for make their life easy. They
can order anything and everything from the DELIGRAM kiosk. They don’t need to go far
from their home for shopping, all they have to do is go their nearest DG (mudir dokan) agent
and order anything they want. For first order they will enjoy 40 percent discount. This
service will create hype among the village women and they will also spread good word of
mouth with other. That is why, we will conduct a special for women seminar.
Budget:

Budget is one of the main obstacles in order to manage a successful ad campaign. Small
companies like Dailygram needs a perfect and sufficient budget plan. Also, it needs to be nicely
distribute for all promotional expenses. Otherwise it creats problems in the campaign.

Dailygram is a small company with relatively small net worth of around 5 core taka. But to
manage a successful ad campaign we used almost 6% of this company s net worth. Our initial
budget was around 30 lacs taka. Which is very good for a small company like Dailygram. And
we used almost all of it for our various promotional tools to make our campaign most effective
and well known. As our strategy we didn’t use any TVC/ TV Ad. So it saved us a lots of money.
But we used many other promotional tools such as Events, PR activities, Social Media ads,
Radio, Billboards etc.
We had done 4 events for our campaign. Also we created a village fair in order to attarct our
main target audiences. For every events we spend around 100 thousands taka. And for this fair
we spend around 150 thousands taka. But our main promotional tool was PR activities. And we
spend around 27% of our total budget in PR Activities which Includes Giving handbags, mugs,
pens and other gifts. Another big portion of our budget was being used for social media ads. We
mainly used Facebook and instagam for those ads. There were around 100 sponsored ad in 6
month span in social media. Every ad costs around 4000 taka and those were shown to people
aged from 16-50 in some specific areas where we intended to create Dailygram’s business. Radio
is a very important promotional tools in our campaign. So, we broadcast around 500 Radio ads in
various radio channels. every ad cost around 700 taka.

A huge amount of our target audience are from rural village areas. So in order to attract them we
used Billboards. we used 20 of them in various areas mainly bus stations, train stations etc.
Every billboard cost around 30000 taka.

We contacted many Shop and sponsor their banner . We used around 50 shops, many of them
were dailygrams agent. Every promotional banner cost around 2000 taka. We gave almost
500000 liflets, 20000 stickars with Campaign theme. We also used a few part time interns for our
various activities. By using interns we saved a lots of money which we used for our websites.

In order to maintain our online presence we maintain our campaign website for 6 month.

Budget Plan Based on 3000000/= taka budget:

Promotional tools Cost per Unit Total unit total

Social media ads 4000/= 100 400000/=

Radio 700/= 500 350000/=

Billboards 6000/= 100 600000/=

Events 100000/=to 5 550000/=

150000/=
PR activities 800000/=

website 10000/= (Per 6(6 Month span) 60000/=

month)

print 70000 140000/=

others 100000/=

Grand Total 300000/=

Chart: budget

Media plan
 Pie chart: showing the budget

MEDIA:
Schedule: With all those promotional tools we need an perfect timeline for executing all those
activities. As for our promotional activities Events, Billboards, Radio, Social Media, Website, PR
Activities and many other activities. So we need a solid timeline.
For our events we are choosing the month of January, February, April and June. We are choosing
January because that's when we are intending to start our campaign. February is factitive month
so we choosing it as a strategy. In April we can create our own fair which we are intending on
doing. June is last month of our campaign so we are choosing that month to create an impression
at the end.
At all the campaign time we are keeping our billboards.
For The radio ads we are using the same strategy as events.at that timeline we will be using our
radio ad on various radio channel.
As for the social media ads we are using it for the first three months of our campaign. And we
are also choosing the last month of our campaign for social media ad.
We are keeping the website up for all the time throughout our campaign. As for the PR activities
we are choosing the first three month of our campaign.at this time we will be doing all our PR
activities.
As for print we are choosing the first three month of our campaign

Media Mix Jan Feb Mar Apr May Jun

Events

Billboards
Radio
Social Media
Website
PR Activities
Print
Chart: Showing the media schedule

Conclusion