Creative Brief on

COOPERS
Course: Promotional Management
Course Instructor: UJAL IBRAHIM (Ujb)
Section: 8

Submitted by:
NAME

ID

MD. RASHIDUL ISLAM

1120298030

MD. AL-AMIN SHABUZ

1220133030

MAHMUDUL HASSAN

1210065030

MD. SHABAB ASHFAQUE SANI

1320237030

MD. NAZMUL HOQ MOLLAH

0930036030

SAHARIAR ABSAR

1130706030

ANINDYA DAS

1111202030

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Date of submission: 29/10/2014

INTRODUCTION:
Since then Coopers has become a household name and a well reputed brand for Bakery and
Confectionary products. In 1990, the founders of Coopers expanded into a 4000 square feet
factory on Old Airport Road, Dhaka with 3 outlets. In 2002, the company expanded further with
new management and new culture of the second generation.
Food's safety and hygiene became the single most important aspect of the Coopers operation. In
2009, 30,000 square feet factory is established in Ashulia, Savar. The factory was built with high
level HACCP specifications and well equipped state-of- the-arts technology.

BASIC PROBLEMS:
1. Complicated tagline.
2. Limited branches/outlets.
3. No public relation.
4. No print advertisement.
5. No home delivery service.
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6. No website.

AD AND COMMUNICATION OBJECTIVES:

We are following the concentrated market targeting strategy to target the segments we just
mentioned.

SMART Objectives:
Improve product awareness.
Convince the customers to try our products theory effective promotion.
Improve Customer Knowledge
Improve Buyers preference over Competitors

The objectives are tabulated below. The table represents all the objectives to achieve and the
tools by which it can be achieved.
Advertising

Interactive
Marketing

Awareness

30% within 6
Month

Knowledge

20% within 4
Month

Direct selling

Publicity

14%
within 6 20%
Month
Month

within 6 30%
Month

within 6

within 5 25%
within 5 30%
Month
Month

within 4 20%
Month

within 4

40% within 10
Month
15%
Month

Sales
promotion

Liking

10%
within
Month

5 7%
within
Month

5 10% within
Month

12 10%
Month

within 5 10%
Month

within 5

Preference

14%
within
Month

7 8%
within
Month

6 15% within
Month

12 10%
Month

within 7 14%
Month

within 7

Conviction

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6% within 8
Month

4%
within
Month

8 4%
within 8
Month

4% within 12
Month

6%
within
Month

purchase

4%
within
Month

8 5%
within
Month

2% within 8
Month

8% within 7
Month

4% within 8
Month

SWOT Analysis:
A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to evaluate
the strengths, weaknesses, opportunities, and threats involved in a project or in a business
venture.

SWOT Analysis of COOPERS

Internal Factors
Strength (S)

Weakness (W)

Relatively Costly

Healthy Food

No Website

All Baked-No Oil Use

Outlet (Expect Capital)

High Quality

Perishable Product

Good Taste

Home Delivery

Availability
High Reputation
Skilled Employee

External Factors
Opportunity (O)

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Threats (T)

Income Increase.
Growing Market.
Government Support.
People Started liking Baked Item.

Competition.
Product Substitution.

Target audience:
It is quite difficult to serve all the people in the country. Targeting a particular market segment is
quite important for a company to flourish in the market. The products we are serving are more
convenient. Based on all these factors related to our product we will be setting our target market:

Age Range

Population %

0-4

10.30%

Too young

5-10

20%

Young

10-16

15.80

Student in school

17-24

18.6

Student in college, University, Self-employee

25-54

24.70

Students, unemployed, employed, official, manager, farmers,

sales, clerical, craftspeople, homemakers etc.

55-64

5.70%

Employed, retired, homemakers etc.

4.90%

Retired, homemakers etc.

65+

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Occupation

So the target for our product will be the people of age between 25-54 years.

MAJOR SELLING IDEA:

We are providing such types of offers so that customers will never think of any other bakery. We
are mainly focusing on Coupons, Bonus packs, Price-offs, Premiums to draw the attraction of
our customers.

Creative strategy statement:

Campaign theme:
Our tag line is YOUR TASTE, OUR CONCERN. From the tagline we want to give a sense to
the customers that we are ensuring their satisfaction with quality food and taste.

Appeal:
As we are concentrating on our customers taste and health so we are trying to attach an
emotional appeal to our customers.

Execution:
Our campaign theme refers to the customers taste and health, so we are concentrate on our
customers taste, satisfaction and to solve the basic problems to execute and make our campaign
successful.
We are suggesting some solutions to solve the basic problems or issues by:
1. We make our tagline simple, clear and easy to understand.
2. We should increase our number of branches.
3. We should increase our PR activities (for example- organizing contest).

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4. We should use print ad to attract maximum number of customers.

5. We should start online service or home delivery service in this generation of competition
6. We should make a website, from where people can easily get the efficient information..

Estimated budget:

IMC Tools

Frequency

Duration

Cost

Website

All-time available

All-time available

9000 tk

Print Ads

All time in Facebook

page , website

2-3 month , then

renewable

6000 tk

Sample survey

2/3 private university

10/15 buzz creation

Providing once

12000 tk

Total Cost

27000 tk

IMC Tools used by us:

Website:
First of all we will make a website of our company. We estimate that itll cost 9000 taka. It will
help us to put more information about our product so that people can easily get access into it and
select products according to their choices.

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Print Ads:
We will try to make 2 or 3 several print ads. We will make sure that those will be attracted to our
customers and customers easily get interest in our product. The estimated cost of print ads could
be 6000 taka.

Sample Survey:
Finally we would like to create awareness among people of our product. So we will find out
some buzz creator in some renowned private universities, who are more willing to create network
among people, who have the credibility to spread positive word of mouth among the vast youth
generation. We will provide them some of our sample shoes so that they can experience it and
share their experience with other people. Its estimated cost would be about 12000 taka.
These are some tools we want to use in our campaign. We could not find it better in some other
ways with this limited budget.

Campaign evaluation:
After three months of campaign we will do the campaign evaluation. It will tell us how effective
our campaign was. We hope if everything goes right there will be a positive result wait for us as
well as our clients.

Conclusion:
COOPERS is a well reputed bakery band. It provides quality healthy and hygienic food.
COOPERS food is always tastier and healthier than the other competitors. But from the research
on their brand we find some problems on their promotional activities. Here, we are given some
solutions based on the problem, so that they can ensure their selling increase.

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