2. Panda Current Market
Situation
Almost 0 Brand Recall
Traditional push selling
concept
Very low market share in
Rapidly increase market size
Traditional & Red Ocean
strategy
No buzz creation no Brand
acquisition
3. What Competitor Did
and Doing!
Cricketer - Continuous International celebrity
endorsement with lot of BTL, ATL MKT activity
Cricketer - Most expensive celebrity
endorsed & continuous expensive
MKT activity
Cricketer – Celebrity endorsed & lot of MKT
activity both online , ofline
Others: E-Scan, Intel-Mcafee, Microsoft security
essential, E-Sat etc. already enrich lot of
awareness within very short time.
4. What about
Panda?- Red ocean strategy (me too) – risky
- Either differentiate or die
- Badly required a Blue Ocean Strategy(never seen before never heard before) to
create delightful value for the brand which might be very expensive
So we had to come up with a Purple Cow Strategy (Remarkable, Innovative)- in low
budget
We decided to go for online, social media platform to reach extremely
targeted end user’s …..
That’s why we picked Naila Nayem considered her strong position in Social Media
Platform and top ranked celebrity to the target group.
5. o She was in number 1 in 2014 in terms of
searched over her in Google from
Bangladesh
o More than 90% young generation who are
strongly involved in Social Media Platform are
following her a lot and loves her positive images
and talk about with others
o Brand ambassador of different brands
o Model of Grameenphone in couple of TVCs
o Working with Robi & Banglalink’s different VAS
campaign
o Did Viral video campaign for LG TV during Cricket
World Cup
7. Last two weeks of Naila’s
career summary
Signed as a Brand
Ambassador of Rush
Energy Drink
Contract signed with Derby
Worldwide
Signed for a new music
video
Was featured in various TV
channels
“Noir” Fashion Outlet
inauguration
Will be featured in New
TVC soon
Most recent
activities
8. Naila Nayem in Panda Celebrity
Endorsement
• Viral Advertisement 1
10. Naila Nayem in Panda
Celebrity Endorsement
Facebook Status – Teasure
11. Peoples View
Towards Anti
Virus!
• Majority suggested her
Kaspersky,Norton or Avast.
• 1% didn’t suggested Panda!
• Surprise to see people
suggested E-Set.
• We found extremely low
Brand awreness
12. Naila Nayem in Panda
Celebrity Endorsement
Viral Advertisement 2
incorporate the Brand
13. Campaign Outcome
First Video
- Watched 3,05000 +
- 2000 + Comments
- Likes 12820 +
- Share 2942 +
- Media Coverage 15+
Second Post
- Like 10000 +
- Comment 2150 +
- Share 100+ times
Second Video
- Watched 115000+
- Comment 1600+
- Like 9000 +
- Share 1222+
