Upload
team-phoenix
View
99
Download
4
Embed Size (px)
Citation preview
PHOENIX
TEAM
Analysis
Low Involvement Category
Sellers Recommendation Price Range Varies From
1500-30,000
INDUSTRY
ANALYSIS
1
4
32
Wholesale Market, Electric Bazar,
Local Electric Shop
PORTERS 5
FORCES
LOWRelationship with supplier
LOW
Substitute Product
HIGH
Moderate
HIGH
Relationship with buyers
Barrier to entry
Competitive Rivalry
CUSTOMER
INSIGHTS
Need, not
want
Low
awareness
Infrequent
buyingMore air,
durability
focused
Word of
mouth
COMPETITOR
ANALYSIS
BDT1200-2300Mainly local unbranded fan Choice of price
Unorganized sector
Sensitive customer
BDT2300-6000Local branded & imported fan Brand recognition
Preference of quality &
reliability seeking customer
BDT7000-22000Premium fan
Preference of luxury and
quality seeking customer
ProductAnalysis
High
Quality Raw
Material
Energy
Efficient
Standard
RPM5 Year
Warranty
!Core
Issue
MARKETING A PRODUCTIn A Highly Competitive Industry But Low Interest
Category
BIG
IDEA
Marketing Habib Fan to Customer
Based on TRUST Positioning
TargetGroup
1Young People
Age 18-
Living apart from family
2 Family Decision
Makers
Age 35-55
Senior male member
Pre-Launch
BUSINESSMODEL
Offline Model
Manufacturer Distributor
Independent
Seller
Customer
Offline Model (Authorized Dealer)
Manufacturer
Authorized
Dealer
Customer
Online Model
Manufacturer
Customer
Buzz
CreationDistribution Contest
Geo-
Marketing
Buzz Creation
Showing Unusual Things to Create
Suspension
Buzz Market Strategy
Buzz Creation
Target Market:
Mass ConsumerMedia:
TVC, Newspaper
Impact :
Creating Curiosity among
people and generate talk
ability
Habib Fan Dealer Privilege Club
Giving More Discounts
Incentivize them in Occasions
01
02
03
Authorized Dealer
Contest
Asking Question about History of
Bangladesh
Giving Free Fans to the Winner
01
02
Contest
Target Market:
Mass ConsumerMedia:
Newspaper, Facebook Page
Impact :
Engaging People and
Promoting Habib fan
Geo Marketing
Sending Message to our Target Customer about
The Launching of Habib Fan
Media:
SMS Marketing
Impact :
Creating Awareness about
Habib Fan among Target
Consumer
Geo Marketing
Launch
Habib
Fan
LOGO
Above the
Line
Marketing
Below the
Line
Marketing
ATL
01
02
03
Focusing on Core Strength. Military
Graded Product. Abul Hayat will be Model.
Newspaper- Press Release, Ads.
Billboard- In front of big marketplaces
BTL
01
02
Shutters, Signboard of Shops
Point of Sale Promotion
Habib
Fan
Campaign 1 :
Campaign Strategy
A Group of volunteers wearing branded T-
Shirt will distribute the 01
The logo and tagline of Habib fan will be
imprinted in the 02
Main Locations Roads packed with traffic jam 03
Strategy
Media:
Guerilla Marketing- Promoting
through Newspaper, Facebook,
Billboard
Impact :
Having huge reach and brand
awareness in a
comparatively low cost
Timeline:
April-May
Offer
Strategy
1. Giving Discounts to Boost Sales in Baishakh Month
2. Newspaper, Billboard, In-shop Promotion.
Road Show
A big truck will visit around
Opportunity of live experience of Habib fan
01
02
Live Experience
A room in the big marketplaces
Customers can live experience Habib Fan
01
02
Eid Offer
Strategy
Giving Assurance of Sure Discount
Prize Ranges from Monetary Benefit to Traveling
Opportunities
01
02
Strategy
Media:
Newspaper, Billboard, Online Ads ,
RDC and TV Ad
Impact :
Creation of Buzz and
Increase of Sales
Reach :
Campaign 2 :
1. Creating an AV and
Promoting it in Social
Media
2. Running a Story Contest
with the Hashtag
3. Giving Prizes to the Best
Contestant
Campaign Strategies
Media:
Social Media ( Facebook, You Tube)
Campaign Strategies
Impact :
Emotionally Connecting
with the young people
Timeline:
May-June
Campaign 3 :
Reverse Psychology
Reverse Psychology is a technique involving the advocacy of
a belief or behavior that is opposite to the one desired, with the
expectation that this approach will encourage the subject of
the persuasion to do what actually is desired: the opposite of
what is suggested.
Definition
Using the Reverse Psychology Technique to Attract the Negativity Prone Mind of People
Campaign Strategy
Campaign Strategy
Media:
Billboard, Online AD, Newspaper
AD, In Shop Promotion
Impact :
Turn this Low Interest
Category to a Interesting One
Timeline:
Aug- Sept
Thank You Note
Thank you note will be given to the buyer of the Habib fans
Challenges & Feasibility
Marketing &
Distribution
Challenges:
Diverse Target Feasibility
Challenges
Financial
ChallengesWell Planned
Channels &
Medias
Higher Reach:
Therefore
greater return
in the long run
Timeline
.
ToolJan Feb March Apr May June July Aug Sep
TVC
RDC
Newspaper
Campaign 1
Campaign
2
Campaign
3
Discount
Month Oct Nov Dec
$ Budget
Pre-Launch(Jan-Feb)
Serial Communication Tool Cost
1) TVC 558,000
2) Newspaper 98,000
Launch(March-April)
Serial No. Communication Tool Cost
1) TVC 725,000
2) RDC 35,000
3) Newspaper 228,000
4) Haatpakha Campaign 54,0000
Post-Launch(May-Oct)
Serial No. Communication Tool Cost
1) TVC 554,000
2) RDC 28,000
3) Newspaper 196,000
4) Shantir Porosh Campaign 25,000
Master Budget
Serial No. Phase Name Cost
1) Pre- Launch 656,000
2) Launch 1,042,000
3) Post- Launch 803,000
Total Amount = 2,501,000
TAKE AWAY
Pre Launch Launch Post Launch
Buzz Creation
Distribution
Contest
Geo-Marketing
ATL,BTL Marketing
Campaign 1
Discount offer
Live Experience
Roadshow
Eid Offer
Campaign 2
Campaign 3
ADDITIONAL SLIDE
TVC(Pre Launch)
Channel Duration Rate Playtime Total
BTV 60 sec. 60,000 3 min. 180,000
ATN News 60 sec. 10,000 12 min. 120,000
Gazi TV 60 sec. 38,000 3 min. 114,000
NTV 60 sec. 51,000 3 min. 144,000
TVC(Launch)
Channel Duration Rate Playtime Total
BTV 60 sec. 60,000 3 min. 180,000
ATN News 60 sec. 10,000 10 min. 100,000
Gazi TV 60 sec. 38,000 5 min. 190,000
NTV 60 sec. 51,000 5 min. 255,000
TVC( Post-Launch)
Channel Duration Rate Playtime Total
BTV 60 sec. 60,000 3 min. 180,000
ATN News 60 sec. 10,000 10 min. 100,000
Gazi TV 60 sec. 38,000 5 min. 190,000
NTV 60 sec. 51,000 5 min. 255,000
Newspaper(Pre Launch)
Newspaper Position Rate Print Frequency Total
Prothom Alo Last Page 14,500 4 time/month. 58,000
Kaler Kontho Last Page 10,000 4 time/month 40,000
Newspaper( Launch)
Newspaper Position Rate Print Frequency Total
Prothom Alo Front & Last Page 18,500 & 14,500 8 times/ month 132,000
Kaler Kontho Front & Last Page 14,000 & 10,000 8 times/ month 96,000
Newspaper(Post-Launch)
Newspaper Position Rate Print Frequency Total
Prothom Alo Last Page 14,500 4 times/ month 116,000
Kaler Kontho Last Page 10,000 4 times/ month 80,000
RDC(Launch)
Channel Position Rate Frequency Total
ABC Radio Prime Time 1500 10 minutes/month 15,000
Foorty Prime Time 2000 10 minutes/month 20,000
RDC(Post Launch)
Channel Position Rate Frequency Total
ABC Radio Prime Time 1500 8 minutes/month 12,000
Foorty Prime Time 2000 8 minutes/month 16,000
Reach and Sales
Direct and Indirect Reach 5 Million
Estimated Sales- 20,000 (1st Year)
01
02