Company Overview

NAVANA furniture is a concern of Aftab Automobiles Limited. Aftab Automobiles

Ltd is an established group of companies, which

is also profitable. Aftab Automobiles is a part of

Islam Group of Industries. In Bangladesh it is a

huge business organization. NAVANA

Furniture is a new concern of Aftab

Automobiles Ltd. As the furniture industry in

Bangladesh is growing, the scope of the

furniture unit of Aftab Automobiles Ltd. is

tremendous. As per the “Annual Report 2004”

the Chair said to the Shareholders, “The

Furniture Manufacturing Unit of your Company under the popular name of “Navana

Furniture” has produced world-class furniture consisting of office, home & medical

furniture and has contributed an amount of Tk. 18.32 crore to Company’s sales which is

Tk. 10.39 crore more compare to last year. You may have noted that during the year

under review that raised an amount of Tk. 20.00 crore against issuance of preference

shares and utilized the fund for expansion and modernization of the Battery

Manufacturing Unit and Furniture Manufacturing Unit. The result these two expansion

Units will definitely improves gross profit of the company in coming years.”

NAVANA Furniture started its journey in the year 2002. On the1st year, they had sales

about Tk. 6,081,526 and retained earnings about Tk. (990,345). That means they could

not over come their investment on the 1st at year, but in the 2nd year of their business they

overcome the investment. They had retained earnings about Tk. 1,376,614 in the year

2003. After that in the year 2004 NAVANA Furniture had Net income after paying all the

expenses about Tk. 282,778. So the Furniture Manufacturing Unit of Aftab Automobiles

Ltd. is an extremely profitable section for them.

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The opportunity in furniture industry is pretty much increasing. NAVANA Furniture has

some strong competitors. One of their strongest competitors is Otobi Furniture, which is

strongly established in the market for 40 years. Another competitor is Partex Furniture,

which is also a concern of Partex group. Other strong competing sector is imported

furniture. NAVANA Furniture competing them with quality and price. In the home

furniture segment, they could not establish that well in the market, but in the office

furniture segment, they beat Otobi and Partex. Their strategy is their strong personal

relation with office executives and quality products with a lower price. In the year 2005

they have a plan for promoting their home furniture with a huge budget. With that if they

could introduce a completely new segment, which is only targeted for children; they

might be able to create an excellent reputation as well as a strong position in the home

furniture market. In the children furniture segment in the whole furniture industry there is

only some imported furniture. As imported furniture is relatively expensive, NAVANA

Furniture can compete them with price. So they can have almost a monopoly in this

segment. As NAVNA Furniture is a part of a huge organization, at first, if they incur a

loss, they can sustain the loss for the first two/three years. After four years definitely they

can overcome the loss and have a profitable business. Within five years NAVANA

Furniture can lead the children furniture segment in Bangladesh.

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Existing Product Information

Navana furniture follows the following strategy for their exquisite furniture to their

customer.

High quality

Stylish

Functional

Durable

Competitive price

After sale services

Navana follow their strategy very strictly with high quality products. Navana basically

has three categories of products: home furniture, office furniture, and medical furniture.

The ingredients of their furniture are plywood, steel, metal rots, and glass. Whatever the

material is, all the furniture of Navana furniture are very sophisticated and posh looking

and with a quality of foreign furniture. Without that, Navana provides one-year warranty

with all their furniture to maintain a good customer relationship for the future.

Home Furniture

They have Bed with six different designs. One of those is a Kid bed, which is very

attractive cartoon shaped. They have Dressing table in five unique designs and shapes.

There are eight different sizes Cupboards in their cupboard category. Some of them can

be used for multipurpose, such as, some have mirrors and table that can be used as

dressing table; some have cabinet for TV and so on. In home furniture category Navana

also has Wardrobes and Chest of drawer in diverse size and design. They have TV

trolley and TV cabinet in several sizes. For safety purpose Navana has some steel

furniture like Steel cabinet. They also have drawing room furniture, such as Sofa sets,

Showcases, Dividers in different sizes and shapes. In dining furniture category, they

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have Dining table with chairs, Crockery’s cabinet, Dining wagon, etc. with very

attractive designs. The chairs and tables are basically made of steel and rots. For

relaxation they have a Lather sofa named “Lazy boy”, and Rocking chairs. In this

segment, they also have Reading table in three different structures, Shoe rack and a

beautiful Phone stand.

Office Furniture

Navana furniture has a strong market in their office furniture segment. They have very

sophisticated Presidential table suits in several shapes, some Executive tables and

Directors tables and accessories. They have Official chairs in different designs. Among

them there are about twenty-four Swivel chairs in many sophisticated shapes and color.

For visitors they have some sober looking chair and Office sofa. They also have various

colorful Fixed chairs in different shapes and size. For conference, Navana Furniture has

some posh looking Conference table. There are also a number of Computer table they

have in this segment, which can also use for household. In office furniture segment

Navana do have Cabinets in various size and shapes. There are some Multipurpose

shelves, Storage system such as, Heavy-duty rack, Personal locker, Departmental

rack, Slotted angle rack, etc. and some Steel file cabinets. Navana furniture also has

some colorful Group chairs, which can be used in open places. They have a number of

chairs specially designed for auditorium. For classroom they have many chairs with

different colors and designs.

Medical Furniture

Navana furniture has special segmented furniture for hospital use. They developed a

modern technology for this segment. They provide various hospital beds with various

technologies and for various purposes. They encompass Patient examination bed, Baby

cot, Medicine trolley, Patient trolley, Saline stand, Bowl stand, Food trolley,

Isolation screen, etc. Navana hospital furniture also has a very modern and high profile

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ICU bed. Without that they have Equipment carts, Medicine cupboards, Over bed

table, Side cabinet and Locker.

Current Promotional Activities

Target Market

The business world is becoming more and more competitive in present days. So, to

compete and to establish in the market, it is very necessary to fix the target market. All

the marketing activities go towards the target audience. The target market of Navana

Furniture is basically Lower-upper class, upper-middle class, and some part of middle-

middle class. Though from the show room the cover some amount of sales from lower-

middle class, but they are not their target audience. They did not target them to promote.

Navana furniture also focused to the corporate people, but for that they follow mainly

direct marketing strategy.

The exclusive hospital furniture is for the private hospitals and clinics. Navana furniture

is marketing this segment to the hospitals and doctors.

Promotional Activities

Navana does not emphasize greatly on their overall promotion, as only 5% of their

estimated sales is their budget of the promotional activities. But as a new comer in this

industry, to penetrate on to the market, they had to use some tools. Since then, they have

been using personal selling effectively as their key promotional component. Now their

allocation for promotional activities is 5% of their estimated total turnover. From this

they measure the result of promotion as higher turnover decrease the percentage of

promotional budget over sales at the year-end and vice versa. They spent over Tk.10

million in 2004-05 fiscal year, which is higher than previous years expenditure of Tk.7.5

5

million. So, as we consider these numbers as the percentage of their sales, in 2003-2004,

it was 9% and in 2004-2005, it was 5.5%. That means in 2003-04 fiscal year, they could

not attain the sales they had targeted. But in the next fiscal year, their targeted turnover

was achieved. Their promotional activities of the second fiscal year worked effectively to

achieve overall organizational goal.

They are using the tools of promotion mix as follows

Advertising

Navana usually gives less focus on advertising. The main reasons behind that are:

1. They are new in the market and started their activities just before 3 years

2. They can not increase their budget on advertising from now on

3. As their main market is the corporate market, they think that running advertises

all over the year cannot help them to increase their sales with a marginal portion

4. Advertising budgets of their competitors are a great portion higher than them. So,

both with volume and quality, they cannot compete with them (Otobi and Partex).

Their advertising activities are mainly season focused. They do not run their advertising

activities all through the year. Their overall activities are:

1. Television advertisement from September to January, which is mainly dry season

in Bangladesh. At this season, retail customers usually buy most of their furniture.

They put these advertisement in three local TV channel- NTV, Channel i, and

ATN Bangla. In every channel they usually run 90-100 spots per month.

2. They sponsor Dhaka International Trade Fair, Chittagong International Trade Fair

and Dhaka Furniture Fair.

3. To encourage direct action, at this season they give an offer of 5-7% off in every

furniture at the fair and the their outlets.

4. They placed only three billboards for their advertisement purpose. Two of those

are in Dhaka and the rest is in Chittagong.

5. They do some Newspaper advertisement on event basis such as DITF or CITF or

for just seasonal sale offer.

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6. They distribute some leaflets with the pictures of their furniture to their customers

from their outlets.

Personal Selling

The most effective promotional tool of Navana Furniture is personal selling. Their main

market is the corporate section of Bangladesh. To work with this tool they are have two

wings:

1. Corporate wing: The activities of this wing are to go to the government and

private corporate offices and convince them use Navana Furniture. They always

maintain a good relationship with corporate customers, because all of their

corporate customers are loyal customers.

2. Retail wing: These are mainly their retail outlets. Some corporate offices come

directly to them and later than they maintain the personal selling policy.

Public Relation

They arrange stalls in the trade and furniture fairs to have a closer view of customers

about their products. At these fairs they try to create a positive impact on customers mind

about their product by giving them a lot of information about their product and by

comparing with others.

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Media Plan

They are now planning to increase their activities on advertising by allocating more

budgets on promotion. Though they are relatively new in the market, they have achieved

the second position already considering overall market, but at the retail market they are

not even an option to a lot of people. There are such kinds of people on their target

audience who even do not know about Navana Furniture. These people normally buy

imported furniture or Otobi’s. Partex, on comparison, fall behind Navana Furniture, but at

the retail market people prefer Partex to them. Otobi and Partex are known to people for

their long existence and a lot of advertising activities. On the other hand, Navana is new

in furniture market and advertising less. They know that, to achieve the first position they

have to get more close to their target audience. Without advertising, it is not possible. So,

they are planning to increase budget for promotional activities

Though their promotional activities turned down effective enough to boost up their sales,

it is clear that they put less emphasis on advertising as we look at their advertising cost.

In the year 2003-04, it was only 1.75 million Tk, which was only the 22% of their total

promotional budget. In year 2004-05 it was 3.1 million, which was 33% of their

promotional account.

From this budget from September 2005 to August 2006, their allocation for promotion is

8 % of their estimated total sales. Which means it will be at least over 15 million Tk.

Their allotment for the advertising activities is higher for the advertisement purposes

from now on. They have a contract with ‘Madonna ad’, a local ad agency. This agency is

contracted for all of their advertisement activities. From the beginning of the contract, the

agency has been advising them to increase their advertisement activities.

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Print Media

As an advertising activity, they are going to put a lot of Newspaper advertisement, which

is more than before. They have planned to do it through the prestigious Newspapers of

Bangladesh like Prothom Alo, Daily Star, Jugantor, New Age, etc.

Out of home Advertisement

From now on Navana Furniture and Madonna ad are working with new media plan for

advertising as within one month they are going to raise the numbers of billboards in

Dhaka and Chittagong. Currently they have only two billboards in Dhaka city and one in

Chittagong. From December to January, they are going to put another 30 billboard-

advertisement in Dhaka, Chittagong and Sylhet.

Electronic Media

They have only three TV advertisements, which are basically produced with information

about their seasonal activities. They have targeted to make some TV advertisement only

with their products and it will be on air from January 2006.

By taking these activities on hand, they will try to aware all their target audience about

their products, modify their attitude as they accept and prefer their product, which are the

marketing objectives. And by these, they believe that they can increase their sales in retail

market, which is their ultimate organizational objective.

Evaluation

Their overall promotional activities are so narrow focused that even in 3 years it could

not help a lot of people to pass the awareness stage. Within only three years of starting,

Navana has achieved the second position in the furniture market as they considered retail,

medical and corporate sales together. But still now they are a lot behind then Otobi in the

market. There are two reasons behind that. First reason is that they came in the market

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three decades after Otobi and the Second reason is their less volume of advertising than

Otobi. They cannot compete with the age of Otobi, but they can at least put same

emphasis on advertising as Otobi. There are a lot of people still there in market that does

not know about a furniture industry named Navana. To aware people about them and pull

them to their store, they have to do a lot of advertisement, but from their starting to now

they almost ignore this opportunity for the reason of high cost. On the other hand, Otobi

spends a huge source on this tool of promotion. They know that the more the people will

listen their name, the more it will be exposed to them. Without the spot TV ad, they

sponsored a number of TV program and arranged a designer talent search program named

“Kirtiman”.

Navana Furniture has a huge backup of its mother industry Aftab Automobiles. They can

easily take a lot of initiatives on the first time to achieve more market share, and

advertising will be the most effective initiative for them.

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New Product Information

NAVANA furniture is now coming up with extension of the existing furniture. The

extension product will be children furniture. The furniture will be made especially for

children aged from 0 to 12 years. The furniture has mainly focused on the safety and

comfort of the child. It has also been made attractive to the children so that children love

the furniture. The raw materials used are wood particleboards and MS tubes and sheets

imported from South East Asian countries such as Malaysia and Korea. The usage of

such raw materials ensures that the finished products are user-friendly, and look new

even after some years as there is no sinking or expansion so commonplace with wood

products. They are also treated against insect attacks. They have made baby cots, junior

beds, bookcase, cupboard for storage of baby accessories, high chairs, etc. Here are some

of the pictures of the furniture that NAVANA came up with.

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This well-built small bookcase is just

the thing to help children to store a growing

book collection. Two open shelves are

waiting to catch books and the odd toy or

two, and the top is another spot to set a

favorite lamp or toy.

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This small chest is just the thing

for a child's room. Its denim fronts add a

both a fun look and a sophisticated color.

It can be used alone or can team it with a

matching hutch to add even more storage

space.

This baby cot has a solid

pine ends with an antique finish.

It has teething rails and single-

handed drop side with three

position mattress base heights.

This cot is crafted from

hardwood with beautiful delicate

scrollwork on each of the top rails.

It has a two-position mattress base

and one drop side for easy access.

This tall bookcase may be just the

ticket for a child's room. Three roomy

shelves, plus the top, offer a lot of storage

space in a small footprint.

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Baby cot with curved top

rails. It is rich in style. It has a

built in drawer, two-drop sides

and two teething rails.

This bed is a smart and safe

junior bed. It incorporates optional

bed guards to prevent your child

falling out.

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This well-built two-door

cupboard makes an ideal storage

unit for baby accessories. Also

available separately is the

matching changing unit to fix on

top. This picture shows both the

cupboard and changer together.

This high chair has a five-

point safety harness. It is made of

natural lacquered wood. It has a

spacious feed tray. It is easy to

wipe and clean. The seat can fold.

So it is compact for storage.

This high chair is suitable

for children from approximately 6

months. This high chair can be

converted to a separate table and

chair.  It has a wipe able seat

cover, practical play tray and an

integral harness.

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The seat, footrest and

safety brace can be adjusted to

suit the child. Suitable from 6

months and adapts as a child

grows. This chair can also be

adapted to suit an adult. It has a

solid beech frame. It has extra

long feet for stability.

This pushchair is

highly maneuverable front

wheel that can rotate 360

degrees. Frame is made of

Aluminum. It has an

integrated folding lock. It

has adjustable footrest.

Folds up easily and

conveniently.

This pushchair is

suitable from birth to around 3

years. It is available as a travel

system too. It can fold easily.

It has a smart, puncture proof

wheels with chrome spokes. It

also has a protective padded

covering with window. It has

comfortable, washable seat

pad.

Advertising Plan for the New Product

Advertising Objective

The process of setting advertising objective is one of the most challenging in the field of

advertising. Advertiser create ads with a variety of purpose in mind, from getting people

up off the couch to call a toll free number to simply reinforcing attitudes they already

have about a product or a company. When sales or communication objectives are

established it’s also need to relate purpose or job expecting the ads to perform.

Generally advertising has several objectives arrange on a continuum from most direct to

most indirect. They are

1. To prompt direct action

2. To encourage information search

3. To relate product to needs

4. To encourage recall past satisfaction and prompt reorders

5. To modify attitude

6. To reinforce attitude

7. To Change negative perceptions about a company

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This wooden

square table with two

matching chairs is

specially made for

children from age 2 to 9

years. It is made of rubber

wood.

Our advertising objectives:

1. To inform people: Our main strength is our product, which is a solely new idea.

At first we are just going to inform people about our product. After viewing our

advertisement we hope people will look for more information about this whole new

idea in Bangladesh. An urge would be created among the parents who have recently

got child and have children under the 12 yeas age level.

2. To relate product to need: Offering children oriented furniture is quite a new idea

in perspective of Bangladesh. As it is a new concept, most of our target audiences are

not aware of that particular segment of product. They need furniture for their baby,

but they do not know that there are such options in the market now. By showing the

advertisement we hope we will be able to relate the product with the need of our

target audience.

3. To modify attitude: In the mind of many people of Bangladesh, there is no option

like Baby furniture except Baby-cot. They always think something special for their

children, but they do not think of special furniture for them. We hope that our

advertisements will be effective enough to modify the attitude of our target audience,

as they will consider Baby furniture as an essential option for their children.

Target Audience

Segmenting consumer market

Our main target is to reach selective audience. Our goal is to supply comfortable and safe

products for their most important part of life- their children. GOODY furniture is a

combination of class, quality and safety with affordable price compare to other furniture

of NAVANA. So, our target audiences are same as NAVANA’s other segments, the

upper middleclass and upper class people who have child aged in between 0 to 12. That’s

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why we targeted Banani, Baridhara, Dhanmondi and Gulshan in Dhaka city and Agrabad

R/A, Panchlaish and Khulshi in Chittagong.

In segmenting the market we are following the demographic, psychographic and

behavioral issues. These issues are briefly described below

Demographic segmentation

We consider some demographic issues

1. Income

2. Household type

3. Age

1. Income: The main factor of the demographic segment is the income of our

audience. GOODY furniture is a series of exclusive products. Like NAVANA’s other

furniture segment, it is not affordable for the people of all sectors. The expected

income level of our target audience is from Tk 35,000 to150, 000 or more.

3. Household type: Our target audience is surely a family, not a single person. It

may be a family of a married couple or it may be a combined family, but the

common thing of any kind of family is the child of them.

3. Age: The age of our customer is a considerable factor. People who have passed the

age of having new baby or those who have no children under 12 are not our

customer. They are not even a chance to have them as our customer. So, we have

targeted only the married couple between the age limit of 21 to 40 years.

Geographic segmentation

As we calculate the income level of our potential customers, we have figured out their

geographic position very easily. First of all, it is the metropolitan areas where we are

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going to market our product. So, we have picked the some areas of Dhaka and Chittagong

metropolitan city where usually higher-middle class and lower-upper family live.

1. Dhaka:

Gulshan

Banani

Baridhara

Dhanmondi

All DOHS

Shantinagar & Baily Road

2. Chittagong:

Khulshi

Panchlaish

Agrabad R/A

Psychographic Segmentation

We also identified some psychographic issues of segmentation like personality and

lifestyle.

1. Personality: Our potential customers are caring and for them family is the most

important factor. They are extrovert category people. Baby furniture is not a

known idea. One can easily use the usual furniture for their child, but who gives

extra care to his /her child will buy our exclusive furniture which is made only for

children by spending extra money.

2. Lifestyle: The lifestyle of our customers is very important for us. Our potential

customer leads an ordinary life ordinary, but they prefer to have comfort and want

to provide their child comfort and safety.

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Media Plan

It is totally a new segment for this market. To promote this segment we have to start from

awareness stage of communication process. People of our target audience do not know

about our activities on such kind of product. So, we will start our advertising activities

while launching the segment on the market. After then during operation, we will run our

activities to modify the attitude of people. There will be no competitor of us for this

segment on this market without some expensive foreign gears. By advertising we have to

encourage people to search the information about our product, after then push the people

to take it as a need. Obviously then the result will end up with sales.

To put our advertisement, we have planned some media. We have a limited budget for

our activities but we think our media choice is effective enough to cover our targeted

people. So, the stages we have selected for our advertising are:

Inauguration: During the opening, we will take some advertising actions to get the

attention of the people

Print Media:

1. Newspaper advertisement: We will cover the front page of the

prestigious newspapers of Bangladesh twice in the inauguration month by our

advertisement. These newspapers will be Prothom Alo, Daily Star, Jugantor, and

New Age.

2. Advertorial: Some advertorial will convey the information about our

new product segment ‘GOODY’.

3. Preprinted Inserts: We will distribute preprinted inserts in some

selected areas (Gulshan, Banani, Dhanmondi, Baridhara R/A, etc of Dhaka,

Khulshi, Panchlaish, Agrabad R/A, etc of Chittagong) with the newspapers.

Out of Home Advertisement:

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1. Billboard: We will place a billboard in front of every prominent

Maternity Hospitals of Dhaka (Maa O Shishu Clinic of Banani, , Chittagong

( Metropolitan Clinic)

2. Transit Advertising: A Gulshan, Banani – Dhanmodi route bus service

(any one of Pink City or Bevko) will carry out our advertisement in Dhaka city.

Electronic media:

We have decided not to put any advertisement in electronic media during

inauguration. Our TV ad does not give a lot of information about the product.

During Operation:

Print Media:

1. Newspaper advertisement: During operation, we will use ‘Naksha’,

the household tabloid by Prothom Alo as our media vehicle. We will put our

advertisement on that particular magazine once in a month.

2. Preprinted Inserts: When we will offer seasonal sale for the household

furniture customers, we will distribute preprinted inserts with the newspapers in

the selected areas. For cost effectiveness, it will be done directly by the local

hawkers.

3. Sponsor doctor’s report: We will put advertisement at the backside of

the file that is given by the maternity hospitals to carry the doctor’s and other

reports. Without that we will try to give ad at the prescription file of the renowned

Child specialists.

4. Leaflets: There are some mothers club (One Step, Kinderland of

Dhaka, Moms of Chittagong) where the members are usually comes from our

higher or upper middle class family. We will distribute leaflets over there

consisting the pictures of our ‘GURI’ furniture.

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Out of Home Advertisement:

1. Billboards: The billboards we will place during inauguration remain

with our advertisement in front of those maternity hospitals.

2. Transit Advertising: A Gulshan, Banani – Dhanmodi route bus service

(any one of Pink City or Bevko) will carry out our advertisement in Dhaka city.

Electronic media:

1. TV advertisement: We will run our advertisement in three national

private TV channels (NTV, Channel i, and ATN Bangla). We will place it just

before the prime time when usually women and mothers are switching the

channels from the local channels to others.

Advertising Budget

To launch our product in this new market we need an array of different tools and media.

The diversification of the tools and media will help us to fulfill our marketing goal within

2006. To achieve that, we have carefully selected the tools of promotion. Between those,

advertising is the most focused tool. We made some assumption of budget needed for the

advertising activities that we proposed.

First of all, it is a new segment. For this segment, we have allocated a different budget

from the other existing products. Most of the promotional budget is going under

advertising. We have planned a series of advertising activities, which need different

budget for each.

Print Media:

1. Newspaper: During inauguration, we are going to cover the front pages of four

prestigious national newspapers. They are

1. Prothom Alo

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2. Jugantor

3. Daily Star

4. New Age

During operation, we will only cover the weekly household tabloid ‘Naksha’ of

Prothom Alo, and ‘Lifestyle’ of Daily Star.

2. Leaflets: We will distribute leaflets in the mothers club as well as in the

selected areas as preprinted inserts. We will use this medium in both the stages.

3. Sponsor Prescription file: We will go with it during operation. It is a cost

effective but most reachable medium. It is focused only on the selective audiences.

Budget of Print Media

Newspaper Budget

Front page Quantity

per month

Quantity per

Year

Rate(for 5 column

6 inch color ad)

Sub-total

Amount

Prothom Alo 2 One month only 180,000 360,000

Jugantor 2 One month only 150,000 300,000

Daily Star 2 One month only 150,000 300,000

New Age 2 One month only 120,000 240,000

Tabloid 4 column 5 inch ad

Naksha 2 22 1500 33000

Lifestyle 2 22 1500 33000

Leaflets

Mothers Club 1000 12000 1.20 14,400

Inserts 50,000 100,000 (2 times) 1.20 120,000

Sponsor Prescription File

Maternity

Hospital

10,000 120,000 2.5 300,000

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Child Specialist 20,000 240,000 2.5 600,000

Total TK 2300400

Out of Home Advertisement:

1.Billboard: placing a billboard in front of every prominent Maternity

Hospitals of Dhaka (Maa O Shishu Clinic of Banani, , and Chittagong

( Metropolitan Clinic, will be effective enough to grab attention of the selective

audience

3. Transit Advertising: A Gulshan, Banani – Dhanmodi route bus service (any one

of Pink City or Bevko) will carry out our advertisement in Dhaka city, which will

cover the selected areas.

Budget for Out of Home Advertising

Billboard Advertisement

Area (infront

of)

Quantity per

year

Rate for

25×10 feet

Sub-total

Gulshan Maa-

O-Shishu

Clinic, Dhaka

1 (250×600)

=150,000

150,000

Mother Care,

Dhaka

1 (250×600)

=150,000

150,000

LakeView,

Dhaka

1 (250×400)

=120,000

120,000

Holy Family,

Dhaka

1 (250×300)

=75,000

75,000

Maternity 1 (250×400) 100,000

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Clinic, Ctg =100,000

Metropolitan

Clinic, Ctg

1 (250×300)

=75000

75,000

Transit Advertisement

Bevko Service 10 buses 150,000 1500,000

Total TK 2170000

Electronic media:

We will use TV as our electronic media. We know, only TV can reach our target

audience effectively. We are not going to spend on Radio advertising.

Budget of Electronic MediaTV Channels Quantity per

month

Quantity per

year(11 month)

Rate for 50

seconds Ad

Sub-total

amount

NTV 20 220 12,500 2,75,000

Channel i 15 165 22,500 3,712,500

ATN Bangla 15 165 17,500 2,887,500

Total TK 9350000

The Proportion of Advertisement allocated for different Medias:

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Though we have allocated most of the Ad budget for Electronic media, we have focused

mostly on Print media. Electronic media is relatively expensive medium, so it costs most,

but if we consider activities, print media got most exposure.

Message Theme

1. Are you sure that your Baby does not deserve the best?

This is the theme of our leaflets and preprinted inserts. With the picture of a sad faced

baby, we mainly tried to catch the emotion of the mothers. Mothers are the main

customer of our product, or at least the convincer. They will buy or convince husband to

buy our GOODY. So, the theme is focused for the mothers mainly. It is touching ad

which aware the parents about their ignorance to their baby.

2. GOODY, world-class children furniture from NAVANA

It is a rational type of advertisement on Billboards and newspapers. It carries a picture

of a baby with some pictures of the furniture. The theme of this message is to aware

people about the existence of children furniture in market.

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3. Just what you need for your BABY

It is an emotional advertisement where we focus the parents of the newborn babies. When

they come out from the clinic with their new member of family, they just think of their

activities- what and how they can do for their child? This message with a picture of a

baby surrounded by clippings of furniture helps them to make a decision about having

something special for their baby. It will be used on the backside of the prescription file

pack.

4. What children want?

The theme is for TV advertisement. This message follows an indication about a problem

with children. Children may not like what adults like about furniture. They want some

exceptional furniture for their own. There has the answer and the solution of that

problem.

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Sample Logo

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ConclusionNAVANA furniture is going to launch a new line with their existing products, which is

focused on children. Children are the best existence in the universe, so they deserve the

best thing. NAVANA Furniture is launching “GOODY” for them. Parents always want

the best things for their baby, but do not get always the best. “GOODY” is providing the

best furniture for the children, whose parents want to serve their baby by the best. In

Bangladesh there is no such furniture focusing only for children. Only there is some

imported furniture for children in the market. Therefore NAVANA Furniture will not

have strong competitor in this segment. As a result, we can assure that NAVANA

Furniture will have a strong potential market in the furniture industry with “GOODY”.

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