This document discusses marketing factors that influence buyer behavior. It focuses on a marketing campaign by Ponds to revive the brand as the category leader. The campaign targets females aged 22-35 in SEC A with a monthly household income over 30,000 taka. The campaign includes advertisements like "Second Honeymoon" and "Lustrous Runway" as well as a diamond ring contest. Upcoming campaigns may include ones for Valentine's Day. The Ponds campaign utilizes digital and FM media.

1. Buyer Behavior
Session 5: Marketing and Environmental Influences
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

2. MARKETING PROGRAMS
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3. 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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4. 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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5. The Campaigns
§ Second Honeymoon
§ Lustrous Runway
§ Diamond Ring Contest
§ Coming up?
 Valentine
Day
§ Media:
 Digital
 FM
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