PHOENIX

TEAM

Analysis

Low Involvement Category

Sellers Recommendation Price Range Varies From

1500-30,000

INDUSTRY

ANALYSIS

1

4

32

Wholesale Market, Electric Bazar,

Local Electric Shop

PORTERS 5

FORCES

LOWRelationship with supplier

LOW

Substitute Product

HIGH

Moderate

HIGH

Relationship with buyers

Barrier to entry

Competitive Rivalry

CUSTOMER

INSIGHTS

Need, not

want

Low

awareness

Infrequent

buyingMore air,

durability

focused

Word of

mouth

COMPETITOR

ANALYSIS

BDT1200-2300Mainly local unbranded fan Choice of price

Unorganized sector

Sensitive customer

BDT2300-6000Local branded & imported fan Brand recognition

Preference of quality &

reliability seeking customer

BDT7000-22000Premium fan

Preference of luxury and

quality seeking customer

ProductAnalysis

High

Quality Raw

Material

Energy

Efficient

Standard

RPM5 Year

Warranty

!Core

Issue

MARKETING A PRODUCTIn A Highly Competitive Industry But Low Interest

Category

BIG

IDEA

Marketing Habib Fan to Customer

Based on TRUST Positioning

TargetGroup

1Young People

Age 18-

Living apart from family

2 Family Decision

Makers

Age 35-55

Senior male member

Pre-Launch

BUSINESSMODEL

Offline Model

Manufacturer Distributor

Independent

Seller

Customer

Offline Model (Authorized Dealer)

Manufacturer

Authorized

Dealer

Customer

Online Model

Manufacturer

Customer

Buzz

CreationDistribution Contest

Geo-

Marketing

Buzz Creation

Showing Unusual Things to Create

Suspension

Buzz Market Strategy

Buzz Creation

Target Market:

Mass ConsumerMedia:

TVC, Newspaper

Impact :

Creating Curiosity among

people and generate talk

ability

Habib Fan Dealer Privilege Club

Giving More Discounts

Incentivize them in Occasions

01

02

03

Authorized Dealer

Contest

Asking Question about History of

Bangladesh

Giving Free Fans to the Winner

01

02

Contest

Target Market:

Mass ConsumerMedia:

Newspaper, Facebook Page

Impact :

Engaging People and

Promoting Habib fan

Geo Marketing

Sending Message to our Target Customer about

The Launching of Habib Fan

Media:

SMS Marketing

Impact :

Creating Awareness about

Habib Fan among Target

Consumer

Geo Marketing

Launch

Habib

Fan

LOGO

Above the

Line

Marketing

Below the

Line

Marketing

ATL

01

02

03

Focusing on Core Strength. Military

Graded Product. Abul Hayat will be Model.

Newspaper- Press Release, Ads.

Billboard- In front of big marketplaces

BTL

01

02

Shutters, Signboard of Shops

Point of Sale Promotion

Habib

Fan

Campaign 1 :

Campaign Strategy

A Group of volunteers wearing branded T-

Shirt will distribute the 01

The logo and tagline of Habib fan will be

imprinted in the 02

Main Locations Roads packed with traffic jam 03

Strategy

Media:

Guerilla Marketing- Promoting

through Newspaper, Facebook,

Billboard

Impact :

Having huge reach and brand

awareness in a

comparatively low cost

Timeline:

April-May

Offer

Strategy

1. Giving Discounts to Boost Sales in Baishakh Month

2. Newspaper, Billboard, In-shop Promotion.

Road Show

A big truck will visit around

Opportunity of live experience of Habib fan

01

02

Live Experience

A room in the big marketplaces

Customers can live experience Habib Fan

01

02

Eid Offer

Strategy

Giving Assurance of Sure Discount

Prize Ranges from Monetary Benefit to Traveling

Opportunities

01

02

Strategy

Media:

Newspaper, Billboard, Online Ads ,

RDC and TV Ad

Impact :

Creation of Buzz and

Increase of Sales

Reach :

Campaign 2 :

1. Creating an AV and

Promoting it in Social

Media

2. Running a Story Contest

with the Hashtag

3. Giving Prizes to the Best

Contestant

Campaign Strategies

Media:

Social Media ( Facebook, You Tube)

Campaign Strategies

Impact :

Emotionally Connecting

with the young people

Timeline:

May-June

Campaign 3 :

Reverse Psychology

Reverse Psychology is a 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

Using the Reverse Psychology Technique to Attract the Negativity Prone Mind of People

Campaign Strategy

Campaign Strategy

Media:

Billboard, Online AD, Newspaper

AD, In Shop Promotion

Impact :

Turn this Low Interest

Category to a Interesting One

Timeline:

Aug- Sept

Thank You Note

Thank you note will be given to the buyer of the Habib fans

Challenges & Feasibility

Marketing &

Distribution

Challenges:

Diverse Target Feasibility

Challenges

Financial

ChallengesWell Planned

Channels &

Medias

Higher Reach:

Therefore

greater return

in the long run

Timeline

.

ToolJan Feb March Apr May June July Aug Sep

TVC

RDC

Newspaper

Campaign 1

Campaign

2

Campaign

3

Discount

Month Oct Nov Dec

$ Budget

Pre-Launch(Jan-Feb)

Serial Communication Tool Cost

1) TVC 558,000

2) Newspaper 98,000

Launch(March-April)

Serial No. Communication Tool Cost

1) TVC 725,000

2) RDC 35,000

3) Newspaper 228,000

4) Haatpakha Campaign 54,0000

Post-Launch(May-Oct)

Serial No. Communication Tool Cost

1) TVC 554,000

2) RDC 28,000

3) Newspaper 196,000

4) Shantir Porosh Campaign 25,000

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

TAKE AWAY

Pre Launch Launch Post Launch

Buzz Creation

Distribution

Contest

Geo-Marketing

ATL,BTL Marketing

Campaign 1

Discount offer

Live Experience

Roadshow

Eid Offer

Campaign 2

Campaign 3

ADDITIONAL SLIDE

TVC(Pre Launch)

Channel Duration Rate 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

Newspaper(Pre Launch)

Newspaper Position Rate 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

RDC(Launch)

Channel Position Rate Frequency 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

Reach and Sales

Direct and Indirect Reach 5 Million

Estimated Sales- 20,000 (1st Year)

01

02