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360° Marketing Campaign for OTOBI - Ad Maker 2014 - Round 2

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Marketing campaign for a leading office furniture brand called OTOBI in Bangladesh. A 360° approach using multiple media channels. Winning slides for the second round of Ad Maker 2014.

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360° Marketing Campaign for OTOBI - Ad Maker 2014 - Round 2

  1. 1. 360° Marketing Campaign for ADMaker2014–Round2
  2. 2. The Brief Make a 3600 Campaign Promoting and Increasing the Market Share of the Office Furniture Segment of OTOBI
  3. 3. CABBA 
  4. 4. The presentation contains animations. Click the icon above to download the original PPTX file
  5. 5. Presentation Outline Situation Assessment Marketing Strategy Feasibility
  6. 6. Situation Assessment Market Leader in Branded Furniture Driven by Innovation Seeking to Strike a Balance between Home and Office Segments Strengthening the Expertise Perception
  7. 7. Customer Insights • Corporate Houses, Organization, SMEs, NGOs, High Commissions, Open Tender Customers • Smart designs, excellent finishing, quality service at a reasonable price
  8. 8. Brand Identity • Brand Essence: Reliable • Brand Positioning: World Class Furniture Seller • Brand Personality: Experienced, Responsible, Competent, Thriving, Up- to-date
  9. 9. Current Ads OTOBI is witty
  10. 10. OTOBI appeals to reason Current Ads
  11. 11. What is Core Value that customers are seeking? • Functionality • Durability • Cost • Appearance
  12. 12. DESIGN Marketing Strategy DESIGNDESIGNDESIGNDESIGN
  13. 13. Marketing Strategy The BIG Idea Design mattersTagline: Rethinking Efficient Design
  14. 14. Timeline • Duration: 3 months (2+1) • Timing: May-June and December • Launch: May 1st, 2014
  15. 15. TVC
  16. 16. TVC • Poor designs can affect performance • OTOBI has the solution • Individualistic attention and solutions • Boosted productivity -> More results • To be aired during 1st Mid-break of the 10pm News on Channel I, ATN Bangla, NTV.
  17. 17. Print Ads • The Daily Star • Prothom Alo • Dhaka Tribune • Independent • Business Page • Friday and Saturday
  18. 18. Billboards
  19. 19. Billboards • Prime locations • 6 billboards in Gulshan, Kawran Bazar, Motijheel • 2 billboards in Sylhet (Amberkhana, Zindabazar) • 3 billboards in Chittagong (Agrabad, Nasirabad, Access Road) • 3 billboard in Savar, Bogra, and Barisal
  20. 20. Targeted Facebook Ads
  21. 21. Design Fair • Concept Furniture Exhibition • Seminar on Design • Design Contest
  22. 22. Budget • TVC 45.69% • Billboards 37.69% • Print Ads 13.84% • Design Fair 2.56% • Facebook Ads 0.37% • Total 100%
  23. 23. Performance Evaluation • Surveys – Top of mind associations – Sales and Profitability
  24. 24. Thank you! CABBA
  25. 25. Budget Calculation Total Budget: BDT 39,000,000 (approx.) TVC (SOURCE: ATN BANGLA) [45.69%] BDT 66,000/min x 90 days x 3 channels BDT 17,820,000 PRINT AD (SOURCE: DAILY STAR) [13.85%] BDT 4,500/column inch x 12 column inch x 25 days x 4 newspapers BDT 5,400,000
  26. 26. Budget Calculation BILLBOARD (SOURCE: GHURI ADVERTISING AGENCY) [37.69%] BDT 1,400/sq. feet x 25*10 (average size) x 3 months x 14 billboards BDT 14,700,000 FACEBOOK (SOURCE: FACEBOOK) [0.37%] BDT 1,600 ($20)/day x 90 days BDT 144,000
  27. 27. Budget Calculations DESIGN FAIR [2.56%] Venue Cost 150,000 Setup 100,000 Refreshments 200,000 Prize Money 50,000 Two Times a year 1,000,000

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