A practical guide to channeling BIM though content marketing
Promotional Management
1. OTOBI
Prepared For: Prepared By:
Taufique Hossain (TMT) Shadman Bin Zahir
Lecturer A.N.M.Nafis Ahmed
School of Business Md.Samid Razzak
Shahrin Ali
MKT 337, Section:8 Mohd. Rifatul Maksud
3. Geographic Segmentation
Area Urban Semi Urban Semi Rural Rural
Demographic(Income) Segmentation
User Status Upper class Upper middle class Middle class Lower middle class
SEGMENTATION
4. TARGETING
Geographic Segmentation
Area Urban Semi Urban Semi Rural Rural
Demographic(Income) Segmentation
User Status Upper class Upper middle class Middle class Lower middle class
5. Communication Objectives
Informing the consumers about the product lines
Reminding consumers about the products
Persuading consumers to buy Otobi Furniture.
Increasing overall Brand Image and enhancing their
brand in terms of price, quality, design and service.
6. Increasing credibility of the products
offered.
Increasing brand loyalty by offering
services such as after sale services.
Aiming to be the Top of mind and
Top of Choice
7. Positioning
Pioneer in manufacturing modern furniture
Use of laminated board
Strong brand recognition
Corporate and office furniture
12. • 3D Billboard
• Few other billboardsBillboard
• Newspaper Ad
• Lifestyle Magazine Ad
Print Ad
• SMS (Informing about new offers)
• Email
Direct
Marketing
PULL STRATEGY
21. IMC (TVC)
Objective of the our advertisement:
-Create awareness
Message Theme:
-It’s part of their lives.(Emotional connections)
-Attachment of people with OTOBI furniture in home ,
office , even in car!
22. IMC (TVC)
Leverage points of the AD:
Attributes: Soft Cushion and spacious.
Benefits: Comfort
Personal values : Comfortable life
and happiness
Appeal :
Emotional
Executional
Style:
Dramatic
33. Type
Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Month 10 Month 11 Month 12
Television January to June (High intensity)
Low or
no
intensity
Newspaper
Billboards After every two months
DITF
High
Promotions
Facebook
7 months =
UNPAID
5 months = PAID
Promotion at Trade
Fairs/Real Estate Fairs
Jan to Jun
Competitions Last four months
TIMING AND
SCHEDULING
35. Evaluation and Control
• Rating
• Focus Discussion
Advertising
• Database Management
• Feedback and Response
Direct Marketing
• Brand Image
• Customer Credibility
Public Relation
• SalesSales Promotion
• By the implementation of these tools, peoples AWARNESS
about OTOBI will increase along with positive BRAND IMAGE