Integrated Marketing Communication [Section: A]

Name of Student: Ahmed, Abid ID Number: 18-38000-2

Marketing Quantity VS Quality: Pran-RFL Group

PRAN-RFL Group is one of the country’s leading conglomerates that
extensively focuses on advertising its various brands, mainly through
traditional media. The company airs commercials on multiple TV channels
and radio stations, while regularly publishing ads in local newspapers all year
round.

Every month, the company spends a hefty amount on its marketing efforts, not
just in Bangladesh but now in India as well. Just in June 2014, the company aired 42,267 TV
Commercials (TVCs) in 22 TV channels of the country that had a total duration of over 11 lakh seconds,
to promote its different brands in Bangladesh. According to the rate cards of TV channels, it spent
nearly 46 crore taka to air all of its TVCs.

That same month, it published 265 advertisements in 26 newspapers to promote its products using print
media. Total size of all the published ads was nearly four thousand column-inches. Almost 98 percent of
ads of PRAN-RFL Group published in different newspapers of the country were color whereas only 2
percent ads were black & white.
But despite the company emphasizing its spending on marketing, their quality of advertising, the
strategies and concepts, have been called into question. Especially since their entry into the Indian
market, where their local ads were being dubbed in Hindi and broadcasted on the Star India network,
more and more people have been criticizing the ads they’ve been putting up internationally. Without a
doubt, this has posed some implications on the brand image and perception from its target market and
audience here in Bangladesh.

Question 1:
Determine the effectiveness of Pran’s marketing communications, based on the
examples of print ads provided in the case, and recommend a course of actions for
the brands in the long-run.

[Hints: Type of products, Target customers, Advertisement appeals used in the

advertisements, Advertisements’ Messages, Promotional benefits offered to
customers etc.]
Write Your Answer Here…

These four products are Fast moving consumer goods (FMCG).

For the advertisement 1:

Target Customer: The target customer is Housewife or Mother. Because it focuses on

them and the gift is indicated for them.

Advertisement Appeal: It is basically Rational Appeal. Because of it focuses on the

offer which creates customers rational common interest.

Advertisement Message: It shows their product is full cream milk powder.

Promotional Benefit: It shows the free gift offer after purchasing the product. So it
creates attention to the customer and also customer’s interest for purchasing the product.

Recommend: As milk based powder is especially for children so the company also
should focuses for creating attraction to the children.

For the advertisement 2:

Target Customer: The target customer is foodie people.

Advertisement Appeal: It focuses on Humor Appeal. Because of it shows that without

Pran pickle the voorivoj is impossible. And the picture is kind of funny type.

Advertisement Message: It shows that their pickle is best and without their pickle
voorivoj is impossible.

Promotional Benefit: It shows that they are offering various type of flavor’s pickle. And
their promotion is based on Eid.

Recommend: Nowadays people are very health conscious so they can ensure that their
food quality is best and also they can added some extra value.
For the advertisement 3:

Target Customer: It focuses basically on Urban Area. And targeting group is young
generation and middle age people.

Advertisement Appeal: It focuses on Emotional Appeal. Because it focuses trying to

match the sauce colors with our flag’s color. It also shows love and respect for the
country.

Advertisement Message: Basically it focuses that they are the boss of all sauces.

Promotional Benefit: They are offering two flavor’s sauce which are symbols of our
flag’s color.

Recommend: They should bring promotional offer like discount. Because of there are
different type of sauces brand in the market.

For the advertisement 4:

Target Customer: It focuses their product especially for children.

Advertisement Appeal: It focuses on Humor Appeal. They added cartoon character for
the advertisement which will create more attention to children.

Advertisement Message: Actually it shows that their candy flavor which is made by raw
mango.

Promotional Benefit: They added some funny punch line for creating more attention and
likable to the children.

Recommend: They should bring in more new flavored candy.