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360° Marketing Campaign for
AD Maker 2014 –Round 2
The Brief
Make a 3600 Campaign Promoting and
Increasing the Market Share of the Office Furniture Segment of OTOBI
CABBA
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Presentation Outline
Situation Assessment
Marketing Strategy
Feasibility
Situation Assessment
Market Leader in
Branded Furniture
Driven by
Innovation
Seeking to Strike a Balance between
Home and Office Segments
Strengthening the
Expertise Perception
Customer Insights
• Corporate Houses, Organization, SMEs,
NGOs, High Commissions, Open
Tender Customers
• Smart designs, excellent finishing,
quality service at a reasonable price
Brand Identity
• Brand Essence: Reliable
• Brand Positioning: World Class Furniture
Seller
• Brand Personality: Experienced,
Responsible, Competent, Thriving, Up-
to-date
Current Ads
OTOBI is witty
OTOBI appeals to reason
Current Ads
What is Core Value that
customers are seeking?• Functionality
• Durability
• Cost
• Appearance
DESIGN
Marketing Strategy
DESIGNDESIGNDESIGNDESIGN
Marketing Strategy
The BIG IdeaDesign mattersTagline:
Rethinking Efficient Design
Timeline
• Duration: 3 months (2+1)
• Timing: May-June and December
• Launch: May 1st, 2014
TVC
TVC• Poor designs can affect performance
• OTOBI has the solution
• Individualistic attention and solutions
• Boosted productivity -> More results
• To be aired during 1st Mid-break of the
10pm News on Channel I, ATN Bangla,
NTV.
Print Ads
• The Daily Star
• Prothom Alo
• Dhaka Tribune
• Independent
• Business
Page
• Friday and
Saturday
Billboards
Billboards
• Prime locations
• 6 billboards in Gulshan, Kawran Bazar,
Motijheel
• 2 billboards in Sylhet (Amberkhana,
Zindabazar)
• 3 billboards in Chittagong (Agrabad,
Nasirabad, Access Road)
• 3 billboard in Savar, Bogra, and Barisal
Targeted Facebook Ads
Design Fair
• Concept Furniture Exhibition
• Seminar on Design
• Design Contest
Budget
• TVC 45.69%
• Billboards 37.69%
• Print Ads 13.84%
• Design Fair 2.56%
• Facebook Ads 0.37%
• Total 100%
Performance Evaluation
• Surveys
– Top of mind associations
– Sales and Profitability
Thank you!
CABBA
Budget Calculation
Total Budget: BDT 39,000,000 (approx.)
TVC (SOURCE: ATN BANGLA) [45.69%]BDT 66,000/min x 90 days x 3 channels
BDT 17,820,000
PRINT AD (SOURCE: DAILY STAR) [13.85%]BDT 4,500/column inch x 12 column inch x 25 days x 4
newspapers
BDT 5,400,000
Budget CalculationBILLBOARD (SOURCE: GHURI
ADVERTISING AGENCY) [37.69%]BDT 1,400/sq. feet x 25*10 (average size) x 3 months x
14 billboards
BDT 14,700,000
FACEBOOK (SOURCE: FACEBOOK)
[0.37%]BDT 1,600 ($20)/day x 90 days
BDT 144,000
Budget Calculations
DESIGN FAIR [2.56%]
Venue Cost 150,000
Setup 100,000
Refreshments 200,000
Prize Money 50,000
Two Times a year 1,000,000