Team Artemis

Tania IslamMashiat Faria Noor HriditaRahnuma FirdausNaushin Saira Noor

Fights for Us

Trust Bus Service

Beautiful Hatirjheel

Protection of Flood Embankment

Chittagong Port City

Mirpur-Airport Flyover

Overview

Marketing Strategies

Company and Industry Analysis

About Habib Brand Ceiling fan and its Operations1

2

3

4Resource Allocation

Introduction

Habib Brand Ceiling Fan

Logo হাবীব ফ্যান, আস্থা ওস্বস্তি

Business Objective

MissionVision

Features

Technical Service

5 years WarrantyCustomized

Replaces Defective Fans

Pricing Strategy

Quality

Cost

Pricing Strategy

Premium

Regular

OutputEvaluation

Competitive Advantages

High Quality

Reliable Suppliers

High Level of Trust

Large Distributionchannels

Logistical Support

Unique Selling Proposition

Brand equity of Defense background that comes in the form of reliability

Operation Overview

TechSupport

Customer Service

Data Center

Operation

Analysis

CompanyIndustry

Industry Analysis

Retailer Survey

Consumer Survey

Industry Analysis

Retailer Survey

i) Jamuna (34%) gets sold the most

ii) Retailers keep Jamuna, MyOne & Walton the most.

iii) Mostly Impulsive Buying Habitiv) 52% retailers get discountv) 36% retailers get half payment before sell and half afterwards.

vi) 52% retailers get discount

Industry Analysis

Consumer Survey

i) Jamuna (33%) is used the most

ii) Frequency of replacement: 44% for 4-6 years12% for 10 to 12 years

iii) Consumers buy fans mostly from retailers

iv) Price and quality are given the most priority

v) 57% are interested to buy defense products.

SWOT Analysis for Company Strength

ThreatOpportunities

Weakness-Brand equity

-Established trust-Low cost-Large distribution channels-Logistical support-Switching cost low

-New Brand-Competition with existing brands-Expenditures met by revenue

-Booming Economy-Infrastructure Development-Exploring International market after capturing domestic

-Limited Customer Base-Availability of similar products-Highly competitive market

Issue:

Habib fan moving from niche market to a competitive market.

Bigger picture: Strategizing and incorporating ideas based on Rigorous R & D every 3 months

Expected output versus generated output from each campaign

Pushing the low cost campaigns initially before launch and based on response implementing higher cost ideasto capture consumers from each and every demography sustainably, gradually and steadily.

Target Segment

Developers

Home Owner

Retailers

Potential Buyer of Apartments Interior Designing

firm

Tender: Commercial Complexes, Universities, Schools, Hospitals.

Hospitals

B2B B2C

Location

Dhaka

Chittagong

Geographic Target

Developing areas of Dhaka & Chittagong

•Banasri •Basundhara•Aftabnagar•Adabar•Nikunjo

•Purbachal•Mirpur DOHS•Gazipur•Ashulia •South Khulshi•Lalkhan Bazar, etc

Communication Vehicles

RDC – Radio Shadhin (During Cricket Matches of Bangladesh cricket team)

Newspaper – Prothom AloPamphlets and Brochures –

For all events and campaigns

Social Media – FacebookShows and Fairs – Rehab FairTelephone, E-mail and Text messages –

Permission Marketing

Website – Online orders, shopping carts, customer care etc.

IMC Objective One B2B

Promotional Plans

Rehab FairTime Line : 5 yearsFrequency: once a year

Promotional Plans

SeminarsTime-Line: 3 yearsFrequency: twice a year

Promotional PlansCommissions :

DealersTime-Line: 5 years Frequency: Contractual

Promotional Plans

Gift HampersTime-Line: 3 yearsFrequency: At seminars, Rehab Fair

IMC Objective Two B2C

Promotional Plans

Pin Wheel & Handy fanTime-line: 1-2 YearsFrequency: Summer Season

Promotional Plans

Promotional Resting AreasTime-Line: 5 yearsFrequency: Festive Seasons

Promotional PlansPermission

MarketingTime-Line: 5 YearsFrequency: Mainly During offers

Promotional Plans

Summer SalesTime-Line: 5 yearsFrequency: Once a year

Promotional PlansCoupons

Time-Line: 1-2 yearsFrequency: Special Occasions

Promotional PlansCleaning Kit Offer

Time-Line: Initial 6-8 monthsFrequency: Seminars, Trade & Rehab fairs

Promotional Plans

Brochures and PamphletsTime-Line: 5 yearsFrequency: 2000 pieces per year

Promotional PlansFree Home

deliveryTime-Line: 1 to 2 years

Promotional Plans

Search Engine OptimizationCeiling Fan

Promotional Plans

Website

Promotional Plans

Social Media MarketingTime-Line: 5 years

Promotional Plans

CSR at Hospitals By providing: Fans, chairs etc

Time-Line: 5 years

Promotional Plans

Radio CommercialsTime-Line: 5 years

Promotional Plans

হাবীব ফ্যান, আস্থা ওস্বস্তি

Newspaper

Promotional Plans

Direct MarketingTime-Line: 5 years

Market Research & Development

Follow-up SurveyRecordKeeping

Analyze

Feedback

Improvise

Operational Feasibility

Production Demand

•Current production capacity 20,000 units per year.

•They have to increase production up to 45,000~50,000 units per year their production in order to meet the demand created.

•Demand created from B2B approx 10,000 units per year.

•Demand created from B2C approx 15,000 units per year.

•Coming years will create a multiplier effect on brand awareness, reach and product demand.

Reach VS Capacity

Operational Feasibility

Risk

Risks of Retailers : retailers might not be inclined to pushing our fans instead of other fans

Risks of maintenance : too many damages and repairs required during summer and load shedding prone time of the year - affects brand equity.

We will mitigate these risks through R&D

Resource AllocationB2B

B2C

Resource Allocation of B2BTools Timeline Frequency Budget

Rehab fair 5 years Once a year 5,00,000

Seminars 3 years Twice a year 72,000

Gift hampers

5 years At seminars, rehab fair

60,000

Resource Allocation of B2CTools Timel

ine Frequency Budget

News paper 5years Once a month 11,25,000

Handy fan and pin wheel

1-2 years

Summer seasons 2,00,000

Promotional resting areas

5 years Festive seasons 2,00,000

Permission marketing

5 years Mainly during offers

20,000

Cleaning kit offers

6-8 months

Seminars, rehab fair

50,000

Resource Allocation of B2CTools Timeli

neFreque

ncy Budge

t

Brochures and pamphlets 5 years Continuous 2,50,000

Search engine optimization and Website

5 years 1,00,000

CSR at hospitals 5 years 75,000

Radio commercials 5 years 5,00,000

Direct marketing (telephone marketing )

5 years 20,000

Thank You !