Brand Positioning Strategy - Haier Bangladesh
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Brand Positioning Strategy - Haier Bangladesh
- 1. Brandp o s i t i o n i n g S t r at e g y 2 K 1 8
- 2. CurrentM a r k e t s c e n a r i o ▪ Offer Multiple Brand & Options ▪ Sales Channel : Offline & Online ▪ Tagline : Trusted by Generation ▪ Offer Multiple Brand & Options ▪ Sales Channel : Offline & Online ▪ Tagline : Brings you world class consumer electronics ▪ Offer Multiple Brand & Options ▪ Sales Channel : Offline only ▪ Tagline : আস্থায় নির্ভ রতায় ▪ Offer Multiple Brand & Options ▪ Sales Channel : Offline only ▪ Tagline : Global Electronics Brands shop
- 3. At Every Home Local Hero Crafting Happiness দেশের জিয,যমুিা পণ্য
- 6. CampaignA n a l y s i s Type Integrated PositioningStrategy Competitor strategy OBJECTIVE Increasing awareness about product functionality STRATEGY Comparison based communication to set product apart from others
- 7. Campaign F a u l t Appeals Here, used Rational Appeal. People loves to Humor or Emotion appeals and it’s easy to seek consumer attention. Which can help your brand TOM Share & Share ability /Talk ability USP There is no clear USP
- 10. Warranty Benefit
- 12. TargetG r o u p Young professionals & Corporates or newly married couple. They will be the early Adopters They are the ones who pay for quality of the products. They are the late adopters There are Basically the influencers. They have high social media engagement and . This group will be our innovators.
- 13. UniqueSalesproposition • Advance Technology • Easy EMI • Free Delivery & Insulation with in 24 hours • Warranty • After sales support 1 years
- 14. Eventso f t h i s y e a r 1 2 3 4 5 BanglaYear Eid-ul-AdahWorldCupFootballEid-Ul-Fitar BlackFriday
- 15. BIG I D E A In this Campaign , positioning brand highlighting by Social Issues . বাবা তু ই দতা র্াশ া ইিকাম কনরস, বউ মা চাকনর করআর নক েরকার ?
- 16. যাও ট্াা কযািশস কর াম BIGIDEAseriesTwo
- 17. BIGI D E A
- 19. Action Plan - 2k18 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Ground work TVC Cross promotion Social & Digital Media Print Ad Trade Marketing Event & Activation
- 20. Tentative Budget - 2018 Categories Channels Budget (BDT) Media Buying Social Media 4,500,000 AdWords 2,700,000 Ad network 1,425,000 TV Channel 70,000,000 Print AD 20,000,000 Productions TVC 2,000,000 Web Commercial 1,500,000 BTL National events 15,000,000 Activation 1,000,000 Trade marketing 25,000,000 printing production 15,000,000 Grand Total 158,125,000 TentativeB u d g e t