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Relaunching habib fan- Corporiddlerz '16
The document outlines a comprehensive marketing strategy for the 'Habib Fan' targeting low involvement categories in the fan industry, emphasizing trust and quality. It includes detailed market analysis, customer insights, and campaign strategies across various media to create brand awareness and drive sales. Key elements include buzz creation, discounts, and innovative campaigns leveraging social media and guerilla marketing tactics.
Relaunching habib fan- Corporiddlerz '16
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- 4. Low Involvement Category Sellers’Recommendation Price Range Varies From 1500-30,000 INDUSTRY ANALYSIS 1 4 32 Wholesale Market, Electric Bazar, Local Electric Shop
- 5. PORTER’S 5 FORCES LOW Relationshipwith supplier LOW Substitute Product HIGH Moderate HIGH Relationship with buyers Barrier to entry Competitive Rivalry
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- 9. BDT 1200-2300Mainly local unbrandedfan Choice of price Unorganized sector Sensitive customer
- 10. BDT 2300-6000Local branded &imported fan Brand recognition Preference of quality & reliability seeking customer
- 11. BDT 7000- 22000Premium fan Preference ofluxury and quality seeking customer
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- 15. MARKETING A PRODUCT InA Highly Competitive Industry But Low Interest Category
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- 17. Marketing ‘Habib Fan’to Customer Based on “TRUST” Positioning
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- 19. 1Young People Age 18- Livingapart from family 2 Family Decision Makers Age 35-55 Senior male member
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- 26. Buzz Creation Showing UnusualThings to Create Suspension
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- 28. Buzz Creation Target Market: MassConsumer Media: TVC, Newspaper Impact : Creating Curiosity among people and generate talk ability
- 29. Habib Fan DealerPrivilege Club Giving More Discounts Incentivize them in Occasions 01 02 03 Authorized Dealer
- 30. Contest Asking Question aboutHistory of Bangladesh Giving Free Fans to the Winner 01 02
- 31. Contest Target Market: Mass Consumer Media: Newspaper,Facebook Page Impact : Engaging People and Promoting Habib fan
- 32. Geo Marketing Sending Messageto our Target Customer about The Launching of Habib Fan
- 33. Media: SMS Marketing Impact : CreatingAwareness about Habib Fan among Target Consumer Geo Marketing
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- 37. ATL 01 02 03 Focusing on CoreStrength. Military Graded Product. Abul Hayat will be Model. Newspaper- Press Release, Ads. Billboard- In front of big marketplaces
- 38. BTL 01 02 Shutters, Signboard ofShops Point of Sale Promotion
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- 40. Campaign 1 :হোতপোখো
- 41. Campaign Strategy A Groupof volunteers wearing branded T- Shirt will distribute the “হোতপোখো” 01 The logo and tagline of Habib fan will be imprinted in the “হোতপোখো” 02 Main Locations – Roads packed with traffic jam 03
- 42. Strategy Media: Guerilla Marketing- Promoting throughNewspaper, Facebook, Billboard Impact : Having huge reach and brand awareness in a comparatively low cost Timeline: April-May
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- 44. Strategy 1. Giving Discountsto Boost Sales in Baishakh Month 2. Newspaper, Billboard, In-shop Promotion.
- 45. Road Show A bigtruck will visit around Opportunity of live experience of Habib fan 01 02
- 46. Live Experience A roomin the big marketplaces Customers can live experience Habib Fan 01 02
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- 49. Strategy Giving Assurance ofSure Discount Prize Ranges from Monetary Benefit to Traveling Opportunities 01 02
- 50. Strategy Media: Newspaper, Billboard, OnlineAds , RDC and TV Ad Impact : Creation of Buzz and Increase of Sales Reach :
- 51. Campaign 2 :শোবির পরশ
- 52. 1. Creating anAV and Promoting it in Social Media 2. Running a Story Contest with the Hashtag “শোবির পরশ” 3. Giving Prizes to the Best Contestant Campaign Strategies
- 53. Media: Social Media (Facebook, You Tube) Campaign Strategies Impact : Emotionally Connecting with the young people Timeline: May-June
- 54. Campaign 3 : ReversePsychology
- 55. “Reverse Psychology isa technique involving the advocacy of a belief or behavior that is opposite to the one desired, with the expectation that this approach will encourage the subject of the persuasion to do what actually is desired: the opposite of what is suggested.” Definition
- 56. Using the ReversePsychology Technique to Attract the Negativity Prone Mind of People Campaign Strategy
- 57. সি হোবিি ফ্যোমেরদ োষ। আরোমের ঘুেগুম ো আর ভোঙমতই চোয় িো।
- 58. য়ো কমর হোবিি ফ্যোে বকেমিে েো। যবি আপিোরিুই বিি পরপর ফ্যোি িি োমিোর অভযোস থোমক।
- 59. জীিমের আেন্দগুম ো কমে যোমে। সিজোয়গোয় ততো আর হোবিি ফ্যোি তিই।
- 60. Campaign Strategy Media: Billboard, OnlineAD, Newspaper AD, In Shop Promotion Impact : Turn this Low Interest Category to a Interesting One Timeline: Aug- Sept
- 61. Thank You Note Thankyou note will be given to the buyer of the Habib fans
- 62. Challenges & Feasibility Marketing& Distribution Challenges: Diverse Target Feasibility Challenges Financial Challenges Well Planned Channels & Medias Higher Reach: Therefore greater return in the long run
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- 64. . Tool Jan Feb MarchApr May June July Aug Sep TVC RDC Newspaper Campaign 1 Campaign 2 Campaign 3 Discount Month Oct Nov Dec
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- 66. Pre-Launch (Jan-Feb) Serial Communication ToolCost 1) TVC 558,000 2) Newspaper 98,000
- 67. Launch (March-April) Serial No. CommunicationTool Cost 1) TVC 725,000 2) RDC 35,000 3) Newspaper 228,000 4) ‘Haatpakha’ Campaign 54,0000
- 68. Post-Launch (May-Oct) Serial No. CommunicationTool Cost 1) TVC 554,000 2) RDC 28,000 3) Newspaper 196,000 4) ‘Shantir Porosh’ Campaign 25,000
- 69. Master Budget Serial No.Phase Name Cost 1) Pre- Launch 656,000 2) Launch 1,042,000 3) Post- Launch 803,000 Total Amount = 2,501,000
- 70. TAKE AWAY Pre LaunchLaunch Post Launch Buzz Creation Distribution Contest Geo-Marketing ATL,BTL Marketing Campaign 1 Discount offer Live Experience Roadshow Eid Offer Campaign 2 Campaign 3
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- 72. TVC(Pre Launch) Channel DurationRate Playtime Total BTV 60 sec. 60,000 3 min. 180,000 ATN News 60 sec. 10,000 12 min. 120,000 Gazi TV 60 sec. 38,000 3 min. 114,000 NTV 60 sec. 51,000 3 min. 144,000 TVC(Launch) Channel Duration Rate Playtime Total BTV 60 sec. 60,000 3 min. 180,000 ATN News 60 sec. 10,000 10 min. 100,000 Gazi TV 60 sec. 38,000 5 min. 190,000 NTV 60 sec. 51,000 5 min. 255,000 TVC( Post-Launch) Channel Duration Rate Playtime Total BTV 60 sec. 60,000 3 min. 180,000 ATN News 60 sec. 10,000 10 min. 100,000 Gazi TV 60 sec. 38,000 5 min. 190,000 NTV 60 sec. 51,000 5 min. 255,000
- 73. Newspaper(Pre Launch) Newspaper PositionRate Print Frequency Total Prothom Alo Last Page 14,500 4 time/month. 58,000 Kaler Kontho Last Page 10,000 4 time/month 40,000 Newspaper( Launch) Newspaper Position Rate Print Frequency Total Prothom Alo Front & Last Page 18,500 & 14,500 8 times/ month 132,000 Kaler Kontho Front & Last Page 14,000 & 10,000 8 times/ month 96,000 Newspaper(Post-Launch) Newspaper Position Rate Print Frequency Total Prothom Alo Last Page 14,500 4 times/ month 116,000 Kaler Kontho Last Page 10,000 4 times/ month 80,000
- 74. RDC(Launch) Channel Position RateFrequency Total ABC Radio Prime Time 1500 10 minutes/month 15,000 Foorty Prime Time 2000 10 minutes/month 20,000 RDC(Post Launch) Channel Position Rate Frequency Total ABC Radio Prime Time 1500 8 minutes/month 12,000 Foorty Prime Time 2000 8 minutes/month 16,000
- 75. Reach and Sales Directand Indirect Reach – 5 Million Estimated Sales- 20,000 (1st Year) 01 02