Goldmark names Mushfiq
as Brand Ambassador
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Goldmark Foods Limited, a new
biscuit & cookies company of the country, roped in Bangladesh national
cricket team’s captain Mushfiqur Rahim as their brand ambassador. The
company, who entered its footstep in market just at the beginning of this year,
signed a year-long deal with Mushfiqur Rahim at the Westin Hotel on 29th
April 2014. For the next one year, Mushfiqur Rahim will propel the company with
his vibrant presence throughout Goldmark’s advertising and brand promotions,
bringing his appeal on the field to product billboards and ads, which will
bring an interesting touch to the company’s future promotions.
At the beginning of 2014 when Goldmark started their
journey in the market, the name “Goldmark” was totally unknown in the market.
Despite having so many existing local and international competitors, it wanted
to find a fastest way to create a good knowledge and a strong brand image. The
target market of Goldmark was very big and it was difficult to be segmented
because biscuit is such a kind of product which can be sold to everyone. So it
has come up with such a thing which will be able to attract the whole target
market. Cricket is arguably the most popular
sport in the country and people of all demographics have got a soft corner for
cricket in their heart. They wanted to use the power of cricked to promote
their brand. In spite of taking a TV celebrity, Goldmark took Bangladesh national cricket team’s captain Mushfiqur
Rahim as their brand ambassador. After that Goldmark came up with a number of
printed and tv commercial highlighting Mushfiqur Rahim which were quite
successful at drawing people’s attention and creating a positive brand
image.
Goldmark preferred Mushfiq as its
Brand Ambassador for his excellent leadership skills and well behavior. It
thinks “His skills and determination for making positive changes, which is
similar with Goldmark’s tagline “Nikhad Swade Sobai Ek”. Again Mushfiqur Rahim
represents Bangladesh cricket. And cricket is such a thing which can make all
the Bangladeshi people united. When it comes to cricket everyone of our country
becomes united forgetting all the hostility.
So Goldmark tried to relate it with the strength of Bangladeshi cricked.
Goldmark said with the pure test of Goldmark, everyone will be united. In other
word “Nikhad Swade Sobai Ek”.
Goldmark has chosen their brand ambassador wisely. But if they want to improve their product or make them more popular in future, they need to come up with unique and creative ideas to grab the attention of customers. As this is an era of marketing, more you promote your brand, more you get popular to consumers.
ReplyDeleteyah right. but we cant say that it was a bad initiative actually.
Deletethey have tried to chose better one then others. n the tvc they came up with was more classy than its competitors tvc.. :)
I am not against their present tvc. I was suggesting for their development in future :)
DeleteGoldmark biscuit need to come up with attractive IMC campaign to reach in the mind of all types of consumer.
ReplyDeleteyes but this is the start only. :)
DeleteGoldmark biscuit's lunching IMC campaign was very good. But now they should come up with something that out of the box because in our country, all biscuits and snacks companies are following same old traditional promotional strategies. So they should come with some thing new.
ReplyDeleteGood choice for creating consumer attention indeed. but as everyone else has said, they need to make sensible use of him as Banglalink is using Shakib in their campaign.
ReplyDeleteRelates Mushfiqur Rahim as their brand Ambassador is a brilliant decision, It will helps them to create awareness of their brand
ReplyDeleteYes Goldmark did really well in creating awareness in a very short time and it may be because of their brand ambassador.
ReplyDeleteI think Goldmark choose the right brand positioning strategy to create brand awareness.
ReplyDeleteThe primary brand awareness is developed, Goldmark can now focus on other brand elements to be on the top.
ReplyDeleteIn Bangladesh at present, everyone is more concerned about hygiene issues. So when the captain of Bangladesh cricket team is saying that the biscuit is safe it means a lot.
ReplyDeleteChoosing Mushfiqur Rahim as a brand ambassador really created a positive brand image.But i think, to sustain it they should come up with new campaigns.
ReplyDeletethey have chosen their brand ambassador wisely but this strategy is applied by a lot of other biscuit companies like Tiffin biscuit. so the company will have to think a lot on other possible areas which can help them sustain in the longterm.
ReplyDeleteOnly choosing brand ambassador wisely is not enough for goldmark biscuit as it's the very beginning of goldmark biscuit as a brand.
ReplyDeleteMushfiqur is a very loved celebrity in a country where cricket is not just a game. So choosing him a brand ambassador is a very wise choice nonetheless mushfiqur's endorsement alone will not be enough to pull a new company up to recognition. They need to emphasize on more diverse marketing strategy.
ReplyDeletechoosing Mushfiqur Rahim as a brand ambassador is wise decision for awareness but they should improve their strategy..
ReplyDeleteChoosing Mushfiqur Rahim was a great idea. Now they can create their POD.
ReplyDelete