Business in Bangladesh

Sparkle Shampoo’s promotional campaign is based on two types of objectives. First of all, the campaign has a trial objective, under which it aims to build awareness among the people in Bangladesh, as well as build a trust and preference in their minds that would encourage purchase of the product. For this type of objective, the campaign requires a flashy, interesting and creative advertisement that would make people stop, look and listen to the advertisement. In addition to this, the campaign also has a brand switching objective, under which the aim is to attract customers of competitive brands to stop using their existing brands of shampoo and switch to using Sparkle Shampoo. Sparkle has indentified a few of its intense competitors to be Pantene Pro-V, Garnier Fructis, Sunsilk, Dove Shampoo and All Clear. For this brand switching objective, the campaign requires to have comparative advertisements, where a comparison should be shown between Sparkle Shampoo’s quality and the quality of other competitive products. However, according to certain regulations maintained by the law of Bangladesh, products cannot be directly compared in any advertisement. Hence, the comparative advertisements of Sparkle may, under no circumstances, mention any of its competitors’ products. The advertisement will be of indirect comparison.

To come up with an effective objective of the campaign, we needed to answer five basic questions:

o Why are you advertising?

o What do you want to accomplish?

o Who do you want to primarily target?

o When do you want this to happen?

o Where do you want this to happen?

The very first step was to determine the reason behind advertising. We came up with the following objectives