MKT337.16
Blog-1
Topic:
Bloop ice cream campaign
Submitted To: Sherina Idris (Seh)
Submitted By: Nishat Tasnem Easha
121 1168
030
Bloop is an ice cream
brand under one of the most renowned and growing company of Bangladesh- Golden
Harvest. Golden Harvest is one of the brand with diverified interests in food,
diary and other commodities etc. Bloop is the new brand under this parent
brand. Currently serving their customers with 40 varities of cups, cones,
sticks etc.
Bloops
marketing strategy: As it a new entrants,it is trying to be
famous and trying to create awareness among their target consumers. They set
their postioning in such a way that will show that they are trying to create
experience through the taste of their products. Hence that means they are more
focusing on creating relationship marketing thtrough all their IMC campaigns.
They have their facebook fan page which includes the reviews of their
custiomers. Also to get more information the Golden Harvest website can be
useful to their target customers. However, to be unique they have different
kinds of TVC and printed advertisement. In their TVC they have diiferent
message in each TVC for example one shows that if someone eats bloop then they
will not be afraid of ghost another shows that if someone eats Bloop ice cream
then they will find whatever they lost and some more TVCs.
On the other hand their
printed advertisement which includes billboard are quite different then regular
ones. They used some taglines especially the famous one of some famous brands
(like Fair&lovely, Grameenphone etc.) . This was done to create selective
attention on their consumers mind as they are familiar with those taglines
hence they can relate better wid the new brand.
Overall they tried to
focus more on emotional appeal then rational appeal. In their TVC they included
slice of life and drama. They tried to generate fun and excitiment through
their brand.
Recommendation:
According to my opinion, Bloop can go for other IMC tools like more personal
selling, support media etc. They may in
future change their idea of their billboard ads in order to bring newness
especially after certain recognition and awareness. However as it is new in the
market they may focus on creating relationship first then proceed furthur with
their other future campaigns.
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