Integrated communication plan for Otobi

1. Department of
Marketing
University of
Dhaka

2. THANK YOU FOR COMING TODAY!
PHOENIX

4. 01
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03
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Positioning the Brands
and its Products
Creating a Marketing
Budget
Possible market
offerings
Budgeting
Appropriate
communication approaches
Standardization vs.
Adaptation

5. PHOENIX
• Determining current position OTOBI has
• Identifying direct competitors
• Comparing brand positioning to its
competitors
• Developing unique positioning ideas
• Testing the efficiency of positioning
strategy
Brand positioning
• Single Message
• Connecting customers
• Differentiated product
• Sustainable, consistent and believable
message
Product positioning

6. Public relation
3
Trade show
1
E-mail marketing
2
Social media
marketing
4

7. Market Research
7
Advertisement
through print
medias
5
Advertisement
through electronic
media
6
Telemarketing
8

8. Rent-to-Own
• Rent to own is one of the
most popular offers in is
furniture business
because of its typically
high prices and the fact
that it is a general
necessity for homeowners
Consumers are attracted
to this option for large-
scale purchases because
it allows them to buy the
Holding a
ContestHolding a contest will
automatically enter our
customers into a contest when
they purchase furniture from
us. Contests can be extremely
effective when used as part of a
comprehensive program and it
can be a great tool for adding
fan base. In addition to
increasing the sheer number of
people who interact with our
brand, a contest provides a
means to deepen the
Having a sale
We can offer a holiday or
other discount to either
the general public or your
best customers. This will
increase our interactions
the customers and more
people will get to know
about the furniture we sell
by using it. We need to be
careful not to offer too
many; your customersPHOENIX

9. Giving Something
Away for Free
Hand out different
promotional products
branded with our logo, or
other gifts at a key
location. This lets people
experience what you have
to offer first-hand at a key
location. It can be small
things like t-shirts, key
rings, caps, wrist brand
but have to be visible in
Frequent Buyers
Cards
We can offer customers
a slight discount or free
product after they’ve
made a specific volume
of purchases. Because
the loyal and return
customers play key role
in the success of the
business.
Offer Free Shipping and
Installation
The word “free” is
always attractive to
customers, and free
shipping is usually a
reasonable discount for
furniture. Moreover, it
costs a good amount of
money to install
furniture. So, when we
offer to do it for free, it
PHOENIX

10. Offering Easy Payments or
Installment Plans
As furniture costs a good
amount of money, it isn’t
easy for all customers to
pay the total sum upfront.
So, we could make the
payment easy by monthly
or yearly instalments.
These are simple ideas
that attract customers by
making our products more
affordable
Offering Trade-
in
Furniture turns old as
with the usage. We can
reward customer
loyalty by encouraging
them to trade in their
old product for a
discount on something
new. It will certainly
not cost us too much
but make these
Offer Guarantees and Easy
Return Policy
A guarantee helps
inspire confidence in
buyers and
highlights our
integrity. And
impulse buyers will
be more likely to
purchase items that
they can easily
PHOENIX

11. Objective and Task Method
Businesses that use the objective and task method for
determining advertising expenses allocate the
marketing budget based on set objectives.To use this
method, a company must define the desired results of
advertising and the strategies and tactics required to
achieve these results. Additionally, the business must
assess the costs associated with these strategies and
tactics. If no financial restrictions exist, a company
can build its marketing budget by examining each
goal or objective and the tasks necessary to reach
these objectives. A primary challenge associated with
this method is the difficulty of accurately assessing
the advertising costs necessary to accomplish the
goals.

12. To develop a marketing budget using the objective and
task method, a company must determine its marketing
objectives and the tasks required to perform those
objectives. To calculate the promotional expenditures,
the business must evaluate the costs of each task.
Additionally, when using this method, businesses should
monitor competitors’ activities and compare internal
results against industry averages. Further, businesses
must specify when to make advertising expenditures
while maintaining an element of flexibility. Finally, the

13. PHOENIX
Overall marketing communication approach should have to be adapted according to the various needs of the
market as and when necessary. Some of the adaptable factors are:
Language
Gesture
Various offers and
elements in the
advertisements etc.

14. ANY QUESTIONS?