A Marketing Campaign for
1. Shamim Ahmed-1411437020
2. Alvi Kadar-1411242630
3. Nehal Saif-1411040630
4. Anishuz Zaman Abid-142199030
5. Md. Shariful Islam-1421762030
– Under SSG (Super Star Group)
– Established in 1994
– First product ‘Super Star Incandescent Lamp’
– Vision: To be the most contemporary conglomerate locally
• Mission: To provide innovative products and solutions that
offer customers delight
– Awards: Global Marketing Excellence Award’ in 2014
Price-power efficient: Their lights are quite cost–efficient, 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.
Inadequate 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
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.
New entrance: Entrance of new companies in the market can manipulate their market
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
• Energy Pac
• Trans Tech
• Public Relation
Category and Consumer
• Mixture of High and Low Involvement
• Combination of Aesthetics and Functionality
• Environment friendly
• purchase Criteria: Market Share, Packaging,
Electricity Cost Reduction, Comfort
• Low Frequency
• Absence of the Campaigns
• Poor Reach
• Low Brand Recognition
• Absence of the Dedicated Marketing
• No Market Research
• Increase sales
• Improve product awareness
• Increase market share
• Maximize profits
• Research and development purpose
• Increase in Frequency
• Absence of Dedicated Marketing Department
• Continuous Market Research
• Increase in Campaigns
Slogan for the campaign
"দীপ্তিময় ভপ্তিষ্যতের অগ্রদূে“
A few suggested IMC elements that will help to meet
the criteria of new positioning of the campaign
• Direct Marketing
• Outdoor Advertising
• Digital Marketing
• Personal Selling
• Direct Marketing:
Phone call to real-estate firms
Visiting offices to persuade the procurement
Sending e-mails, postal mails
• Outdoor Advertising:
Doing advertisement through billboard beside the
busy roads for mass market attraction.
Pasting printed advertisement on public buses.
• Digital Marketing:
Advertisements on Facebook fan pages.
• Personal Selling:
Stalls can be set in the fairs
• 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 Style
• We are using slice of life execution style for
• 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.
• 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
• 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.