IMC Campaign of Za'n Zee and Bellissimo

INTRODUCTION

"Bellissimo" and "Za'n Zee", are concern of Kazi Food Industry (Kazi Farms Group Ltd), were introduced in Bangladesh as a high-quality, premium ice cream brand in 2013. They provide a range of international standard products with the promise of a mere 10% flat milk fat and numerous flavors.  Regular ice cream contains less than 10% milk fat. As a premium brand its price is higher than another regular ice cream. The products they offer are:

• Ice cream cups
• Ice cream cones
• Ice cream sticks
• Ice cream sandwiches

    

Customer Profile:

DEMOGRAPHIC	Age: Children and above Gender: Male & Female Occupation: Mainly Student & youth, Businessmen, Service holders, Working women. Income: high income people eg. 30000 +
GEOGRAPHIC	Location: Urban, sub-urban Area: Dhaka, Chittagong , Sylhet, Khulna, Rajsahi etc.
PSYCHO GRAPHIC	Preference: Aristocrat & middle class people. Perception: Positive image & different flavor. Attitude: Positive & unique. Life Style: Trendy, youth, health conscious

IMC campaign:

Advertising :  Bellissimo and Za'n Zee are using various media for advertising such as TVC, billboard, newspaper etc. Bellissimo Premium Ice Cream spent the highest amount of money, among all the brands of ice creams, for their TV Commercials (TVCs). According to the rate cards of different media, nearly TK 1 crore was spent for airing 731 frequencies of TV ads of this delirious ice cream brand. The total duration of TV Cs of Bellissimo in that month was almost 22 thousand seconds. However, this brand did limited marketing activity using daily newspapers and billboards of the country.

                                                           

                                                                 Bellissimo ad link

https://www.youtube.com/watch?v=gW5Df2wbJ_M

Za'n Zee ad link

https://www.youtube.com/watch?v=4_1c2xWnXu0

Regarding billboards, the flow was divided in three tiers. The first was a "hype" building stunt to announce their presence in the market as a premium product. The tagline for bellissimo- "Tongue-A-Licious" and for Za'n Zee- "lobh shamlano oshombhob" were used initially and were moderately continued in their later billboard ventures.

Later comes the stunt of variety, where different lines of products was placed in different areas of the city to attract those consumers accordingly. No two billboards were the same. Their promotional tagline remained.

Then comes the phase of selective targeting, there the middle to higher class consumers were given a more concentrated glare with the promise of "goodness" and quality. The tagline changed to, "So good, it's Bellissimo!" 

They even attempted, like in their TVC, to adapt the argument of which flavor is best in their later billboard ads, but with a twist to pull in the consumers within the argument by picking Football World Cup and Cricket World Cup team sides!

Direct Marketing and Sales Promotion

Bellissimo takes another route by opening their own "Premium" shop in Banani 11 named Cafe Bellissimo. The point of this seems to match the level of their premium brand to those of Movenpick, Cream & Fudge, and Club Gelato, who are their secondary competitors while re-enforcing that image by introducing original recipes for home and commercial use.

Interactive marketing

It is very active with various interactive activities in Facebook. They always launch special campaign for different festivals like Eid, Puja & Christmas.

They have clearly established in the beginning that their target market is limited to urban areas and above middle-income groups, and they are still trying to fulfill that aim. They have spent their money well; minimizing wastage and maximizing attention using viral media and social platforms.

Reference:

1. https://www.facebook.com/zanzeebd/timeline
2. https://www.facebook.com/bellissimobd/timeline
3. http://www.kazifarms.com/sites/all/themes/kazi_farms/kazi_food.html