Prepared For: Prepared By:
Taufique Hossain (TMT) Shadman Bin ZahirLecturer A.N.M.Nafis AhmedSchool of Business Md.Samid Razzak Shahrin AliMKT 337, Section:8 Mohd. Rifatul Maksud
SEGMENTATION AND TARGETINGGeographic SegmentationAreaUrbanSemi UrbanSemi RuralRuralDemographic(Income) SegmentationUser StatusUpper classUpper middle classMiddle classLower middle classSEGMENTATIONTARGETINGGeographic SegmentationAreaUrbanSemi UrbanSemi RuralRuralDemographic(Income) SegmentationUser StatusUpper classUpper middle classMiddle classLower middle classCommunication 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.
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
Positioning Pioneer in manufacturing modern furniture
Use of laminated board
Strong brand recognition
Corporate and office furniture Revised positioning Price, Quality and Design
Needs more awareness in the B-2-B sectorMARKETING COMMUNICATION STRATEGIESPULL STRATEGYPULL STRATEGY
PUSH STRATEGYPROFILE STRATEGYINSIGHTI know theres a brand called OTOBI , which has high price and little existence. Affordable and durableIts worth tryingLow awarenessHigh PriceNot DurableNot worth buying
OUR TARGETCURRENT MINDSETChange in perception BIG IDEA312Change In Perception Using Different Communication Tools
Its not a product its an experienceIts value for money and worth tryingChange In Perception Using Different Communication Tools
Its my comfort zoneADVERTISMENTREVERSE PSYCHOLOGY IN THE CAMPAIGN
IMC (PRINT AD)
IMC (PRINT AD) IMC (TVC)Objective of the our advertisement:
-Its part of their lives.(Emotional connections)
-Attachment of people with OTOBI furniture in home , office , even in car!
IMC (TVC)Leverage points of the AD:
Attributes: Soft Cushion and spacious.
Personal values : Comfortable life and happiness
IMC TAGLINE ..
BILLBOARDWe see a lot of billboards but how many do we actually remember??BILLBOARDFor the 1st time in Bangladesh , a 3D billboard in prominent area will create a buzz.
BRAND LOYALTYOne year later after they have bought the furniture..BRAND LOYALTY
A greeting card with a personalized message A greeting card with a personalized message
BRAND LOYALTY A greeting card with a personalized message
PUBLICRELATIONSCorporate Social Responsibility (CSR)Social Media CampaignTypeMonth 1 Month 2 Month 3 Month 4 Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12TelevisionJanuary to June (High intensity) Low or no intensityNewspaperBillboardsAfter every two monthsDITFHigh PromotionsFacebook 7 months = UNPAID 5 months = PAID Promotion at Trade Fairs/Real Estate Fairs Jan to Jun Competitions Last four monthsTIMING AND SCHEDULINGBUDGETEvaluation and Control By the implementation of these tools, peoples AWARNESS about OTOBI will increase along with positive BRAND IMAGEINTEGRATION