Buyer Behavior

Session 5: Marketing and Environmental Influences

Zeeshan Kingshuk Huq

Guest Faculty

zeeshan.huq@gmail.com

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MARKETING PROGRAMS

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Marketing Factors That Affect

§  Marketing Objectives  Long term  Behavioral Change

§  Marketing Strategy  Behavior Change  Long term

§  Marketing Mix  4P  3V  Media

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The Ponds Campaign

§  Objective  To Revive Ponds as the Category Leading Brand

§  Target:  Female Aged 22-35  SEC A  Working / Taka 30,000+ MHI

§  Current Brand Preference: Mixed / Imported

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The Campaigns

§  Second Honeymoon

§  Lustrous Runway

§  Diamond Ring Contest

§  Coming up?  Valentine Day

§  Media:  Digital  FM