Analysis of the integrated marketing campaign of “Ispahani Zereen"

Abstract

There has been a case that M.M. Ispahani Limited has tea brand called “ZAREEN”. Gradually the sales volume was going down and they have tried some marketing plan / tools but did not last for a long time. Therefore, they hired an Ad Agency to find out the problem and boost up their sales in the market. From agency side a brief was taken from the company end about the current scenario of the product and to solve the problem agency name “Roop” conducted a market survey in place like Dhaka, Chittagong, Khulna and other divisions of Bangladesh. According to survey report result “Roop” suggest the campaign plan to go for Repositioning the brand “Zareen” through re-packing it newly in the market. In the survey the major point was marked that “Zareen” tea pack visibility was very poor compare to other tea brands. Later, Zareen pack was newly design and widely promotion and advertising was made. Basically it was niche marketing concept as market segment was premium class and target audience was women. Company’s Head of Marketing Mr. Ismail Hossain was highly satisfied with the campaign result which turned out to be very good.