IMC on Starship Condensed milk:

Television Commercials (TVC): we have decided to make two kinds of TVC for our two target
market segment. One for the higher class people and the other from low class people, middle
class people will be merged as the two class people starts consuming the product. One is
transitional and other is informative, in the informative advertisement there going to be a
humorous appeal which will describe the difference between the old starship condensed milk
and the new one. And in the transitional advertisement we will use normal people to express
their new experience after using the old starship condensed milk.

Let us look at the story board of the informative appeal:

Old starship condensed milk can will appear and say, “I am the old starship condensed
milk, I bring you the most unhygienic and unhealthy milk with the risk of cutting your hand as
you has to cut me open.”

Then a new can will appear and shows its functions. At the end of the advertisement we
will use our new positioning statement.

In the transitional advertisement we will use a popular celebrity as our interviewer, he will ask
the traditional buyer about the new look and the flavor of the condensed milk. They will share
their good experience about the old condensed milk and the new one.

প্রতি ঘরে

নতু ন রুপে
 বেশি স্বাদে বেশি কাপে

শি প
া র ল্ক
স্ট মি
ন্স
ক ন্ডে

Billboard and POP Postering:

We will use billboard and posters to place advertising. In order to do that we will rent 5-10
billboards in Dhaka’s most premium place. We will also print posters and stuck them in the
public transport. Our poster will be like:
In this poster we have four dimensions of our new condensed milk and the new sachet. The
bottle material and the quantity of the condensed milk are clearly visible. And at the end we
have used our new positioning message.