Bellissimo's IMC Campaign

INTRODUCTION

Bellissimo, a concern of Kazi Farms Group Ltd, was introduced in Bangladesh 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. The products they offer are:

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

Available in these flavors:

Nutty Pistachio
Banana Chocolate Walnut
Mint Chocolate Chip
Nutty Almond
Butter Chocolate Almond
Cherry Chocolate Chip

Premium line:

Premium Vanilla
Premium Chocolate
Premium Strawberry
Premium Mango

In this blog, we shall concentrate of the full IMC campaign carried out by Bellissimo in Dhaka, Bangladesh till now.

Target Market

Demographic
Age	No bar
Gender	Male and Female
Occupation	All
Marital Status	All
Income	>5000 monthly
Education	All

Geographic
Country	Bangladesh
Area	Dhaka

Psychographic
Social Class	Middle income and above

IMC CAMPAIGN

Advertising:

Bellissimo began their ATL promotional frontier using both billboards and TVCs, both of which had different methods and targeting points as well.

Their TVC ad made it's intention clear to target the high class occupational community. The office and "suited-booted" meeting theme illustrates their product as a high class one, boasting numerous flavors to try.

https://www.youtube.com/watch?v=Jdx-gBtIksY

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 "Tongue-A-Licious" was used initially and was moderately continued in their latter 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 World Cup team sides!

Interactive Marketing and Publicity:

This is where the change begins to happen. Firstly, its important to mention that they have a highly active Facebook page and a website to prove their authenticity, which removes all local "fake/dui number" concerns in the consumers minds.

Link to Facebook Page: https://www.facebook.com/bellissimobd/timeline

Link to Website: http://www.bellissimobd.com/#sthash.dD5D4D0F.dpbs

After the inital wave of brilliant pictures, introductory flavors and products, and celebratory posts to boost likes and subscribers, they began to take a more direct "horrifying" turn.

They began their big viral promotion attempt, partnering with MIGHTY BYTE and Radio Foorti, the #iScream 5 short horror film venture for Halloween. Ironically, the name rhymes with ice cream, which is the initial point of the event itself. Each and every film was released separately to maintain hype till Halloween. 

The catch is, the person who shares these videos shall be given an exclusive invitation to Cafe Bellissimo's Halloween Party for free.

Their response during the event was extremely friendly, immediate and personal.

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.

Recipe Link: http://www.bellissimobd.com/category/recipes/#sthash.idrUwIJN.dpbs

As far as Sales Promotion is concerned, discounts were provided through most used telecom companies such as Grameenphone to boost up sales. No short term discounts or price cuts were given or promoted, primarily to maintain the image of a their high-quality product. Sponsorships were common in numerous "crowd-pleaser" events.

Opinion

As far a national product goes, Bellissimo has proved their class and dedication to quality well within the last year. They have clearly established in the beginning their their target market is limited to urban areas and above middle-income groups, and they have have catered very efficiently, creatively and consistently onto that aim. They have spent their money well; minimizing wastage and maximizing attention using viral media and social platforms.