MKT 337

Presented by

A Marketing Campaign for Superstar lightingPresented by

Shamim Ahmed-1411437020Alvi Kadar-1411242630Nehal Saif-1411040630Anishuz Zaman Abid-142199030Md. Shariful Islam-1421762030MKT 337Group Presentation

Company IntroductionUnder SSG (Super Star Group)Established in 1994First product Super Star Incandescent LampVision: To be the most contemporary conglomerate locally and globallyMission: To provide innovative products and solutions that offer customers delightAwards: Global Marketing Excellence Award in 2014

Logo of Super Star Lighting

Purpose of this PresentationTo discuss with the problems in creating a brand strategy and using a combination of promotional tools to implement that strategy.

SWOT Analysis

SWOT analysisStrength:

Price-power efficient: Their lights are quite costefficient, and their lights also consumes low energy.

Warranty: They are offering 1 years of warranty, while other companies offers 6 months of warranty.

Eco-friendly: Their lights offer eco- friendly lighting. The brightness level of their light is not too much nor so low, which is appropriate for our eyes.

Experience: They are in this market for about 22 years, so we have a long experience of the market. They have the sufficient knowledge about the market.

WeaknessInadequate information: Our website is not well designed and there is also a little lack of information in their website as a result consumers have to face problems to get proper knowledge about their products

Clutter: As competitor brands use so much advertising similar to us so it creates clutter effect which leads customer to remember our brand properly.

Low market research: There is a lacking of a quantitative and qualitative research as it was not conducted by any well recognized research firm.

Technological advantage: They are adopting new technologies to improvise their product.

Availability: Their products are quite available in their segmented as well as their different parts of Bangladesh.

Comparative price: Their prices are much reasonable than other lighting companies. They provide comparatively lower price.

Low electric bill: As their lights need comparatively less voltage, therefore electricity bill is also comparatively low. Opportunity

Threats:

New entrance: Entrance of new companies in the market can manipulate their market share.

Government high taxes: If for any reason such as if it is in a recession Govt. can impose higher taxes. As a result, company can face sophisticated and threating situation

Lower pricing strategy of competitors: if their competitors offers lower price than them, it will be a threat for them.

Innovative technology adoption of competitors: If their competitors adopt more cost efficient and more advance technology then SSG might face problems of their survival in the market

Threats

Competitor AnalysisEnergy PacTrans TechClick

Past CommunicationAdvertising TVC Radio CommercialPublic Relation Sales Promotion Direct Marketing

Category and Consumer UnderstandingMixture of High and Low InvolvementCombination of Aesthetics and FunctionalityLongevityEfficiencyBrightnessEnvironment friendlypurchase Criteria: Market Share, Packaging, Electricity Cost Reduction, Comfort

Problem IdentificationLow FrequencyAbsence of the CampaignsPoor ReachLow Brand RecognitionAbsence of the Dedicated Marketing DepartmentNo Market Research

Campaign objectivesIncrease salesImprove product awarenessIncrease market shareMaximize profitsResearch and development purpose

Communication ObjectivesIncrease in FrequencyAbsence of Dedicated Marketing DepartmentContinuous Market ResearchIncrease in Campaigns

Target MarketDemographic:NationalityAgeSexSocial ClassEducationReligionOccupationPsychographic:Life StyleOpinion

Estimated Total Budget:

Production budget

Newspaper budget

Billboard budget

Slogan for the campaign "

New positioningA few suggested IMC elements that will help to meet the criteria of new positioning of the campaignDirect MarketingOutdoor AdvertisingDigital MarketingPersonal Selling

Direct Marketing:Phone call to real-estate firmsVisiting offices to persuade the procurement departmentsSending e-mails, postal mailsOutdoor Advertising:Doing advertisement through billboard beside the busy roads for mass market attraction.Pasting printed advertisement on public buses.

New positioning

Digital Marketing: YouTube advertising Advertisements on Facebook fan pages. SEOPersonal Selling: Stalls can be set in the fairsNew positioning

Media Planning

Media Planning

Creative Qualities

we tried to show these slice of life in our ads very properly with a beatiful theme background music. Here is our creative qualities that we created a good story to relate and good motivation for everyone.

Creative Execution StyleWe are using slice of life execution style for advertising.Our advertising holds emotion with slice of life. In this ad a young guy has failed so many times but no one noticed that he needs just a little motivation which can turn his life into better way. everyone needs to turn the lights on exact time when they need it in every sector. they need a little light to find the right way, so this execution style is lighten up with ssg.

Evaluation Return on investment: The idea is to check whether the money we put into the marketing plan has resulted in a profit.

Customer response: Customer response in all its varied forms can help to determine what type of reactions we are getting from the campaign. Surveys online and in person, general customer service feedback and online commentary can all reveal what customers think of our brand and product and how impactful the campaign is.

Competitor response: Response from competitors can also say the success or the failure of the marketing plan. If competitors rush to copy what we did or try their best to one-up our initiatives, the plan is working.

THANK YOU