10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI
360 Marketing promotional Plan
1. MARKETING 360
PROMOTIONAL PLAN
Group name: the
TYCOONS
Group members name:
VASKOR SAHA JOY ---------------1321903
SHIHAB SHARIAR MUHIB -------1330300
HAMIDUR RAHAMAN------------1321107
ABDULLAH AL SAYEM -----------1321105
SYED MOHAMMAD SABIT -----1321667
6/3/2015
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Letter of Transmittal
Date: 03th august2015
Md. Rajib Rahman
Senior Lecturer,
School of Business,
Independent University, Bangladesh.
Subject: Submission of 360 Promotional plan of LAVANDE BODY SPRAY
Dear Sir,
It gives us immense pleasure to submit a report on “LAVANDE BODY SPRAY”. This report
is submitted as a partial fulfillment as a part of our course. The preparation of the report has
given insightful experience and in-depth knowledge on 360 plan .We has given our best effort to
make it a worthy one. If any confusion arises or further explanation is needed, we will be
available to explain the matter to you .Your advice will encourage us to conduct further flawless
research in future.
Yours sincerely,
The Advertiser
Vaskor Saha Joy
On the behalf of – The Tycoons
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EXECUTIVE SUMMERY
This plan outlines communications tactics that will be used to create a perception and awareness
of our product which is LAVANDE body spray with a tag line “MOTION OF ATTRACTION ”
LAVANDE body spray would be available to almost all possible urban areas. We have decided
to set a premium price for the product so that we can maintain our quality. We will offer bottle of
150ml which will cost 390 tk.
We are targeting the higher class and higher middle class people between 16-35 Who always
represent himself as a cool and smart guy. We want to promote our product through television
advertisements, sponsorship, and public relation. Our tag line is to aware people and makes an
image in their mind about the product by using these promotional tools.
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Distribution
Communication
Point of selling
Advertising
Public relationship
8. OBJECTIVES
9. AD PLAN
9.1 Concept Development
9.2 Ad appeal
9.3 Ad execution
9.4 Story line
9.5 Story board
9.6 Media planning
9.7 Media Budgeting
9.8 Media Scheduling
7. CONCLUSION
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Introduction
Body spray is a perfume product. Bangladesh is a superbly big market for import of body spray.
Our country is a very hot country that’s why people face the problem of body musty. After bath
many of people tend make use of a series of body perfume and then its skins will be
maintained wet as well as can allow off comfortable smells. In addition there are some anyone
will Choose to wear body musty previous they stop by virtually
any interpersonal occasions, especially with hot summer time our body may sweat a lot.
Body musty additionally called aerosol deodorant which is to be supposed to double else
where on the body together with ones armpits. Body musty usually is lighter with
strength than cologne generally less expensive along with providing Just as deodorant.
Body spray can help to kill the bacteria that causes odor when we perspire. As it is a more
natural process to aloe our bodies to sweat making more sense for us to use body spray.
Aluminum-free underarm body spray plays a very important role in keeping us clean and fresh.
Besides we can also see that to use the body spray seems the most efficient way if you find your
body smelly. Just spray it on the smelly parts and you will find the function is immediate.
.
The name of our body spray is LAVANDE. It has strong smell and it is a long lasting body
spray. This body sprays make u attractive. In the summer people need this kind of body spray
because they want to control the body musty.
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BRAND POSITIONING
Naturally there is an art to positioning a brand. Positioning a right way a brand to tide up the new
customer of brand but in the wrong way it can ham per a brand. As consider our body spray
LAVANDE is a new brand in our country and also it’s our homespun product. So setting a place
in consumer mind is too much important for our brand
So our body sprays LAVANDE mainly removing odor from body and make a manly imprecation
to others. It has strong and long lasting smell which can make men fresh and energetic to the
others. LAVANDE is a new fragrance for the modern man who is seeking strong sensations.
POINT OF DIFFERENCE (PODS) POINTS OF PARITY (POPS)
LAVANDE body spray strongly
associated with attractive fragrance and
strong sensations and the consumer feel
their best and perfection which
indicating man’s personality and
lifestyle.
The common parity of body spray is
contains with long lasting and strong
smell which makes a man fresh and
energetic.
So LAVANDE body spray makes an image by its good quality of fragrance, sensation, feel their
best, which can differentiate from our competitors.
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BRAND PERSONALITY
Brand personality is what the brand is live or dies for. It is a set of human characteristics
associated with a brand. Personality is how the brand behaves. Brand Personality, like human
personality, is both distinctive and enduring. Both are built over a period of time.
LAVANDE is a unique body spray that combine with the seductive fragrance which with
effective deodorant protection. So our LAVANDE’s personality is
Dependable
Masculinity
Cool
Modern
and Prestigious
LAVANDE targets those type of customer who are always keep themselves cool and smart and
always try to a lead a quality life style. And people who present themselves towards other a
gentle men. Therefore we develop our body in that way and make its personality to think about
its users. Its personality can help us to build a strong brand identity and also a strong brand
customer relationship. For that customer make this product a life’s need and attach to their life.
TARGET AUDIENCE
We segmented our market in demographic and psychographic segmentation that help to figure
who will be our actual target audience.
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So in psychographic segmentation our target audience is mainly social class people who are
always love them to present them in innovative way in front of others. So considering the social
class our product LAVANDE target audiences are mainly upper middle class and higher class
people as we have priced our product high which can help customer to justify our product from
others. Because people believe that” high price products are good product” they justify product
quality with price
In demographic segmentation our target audience will be the age of 16-35 years old and from
them most of them are urban young people and urban executives.
Sometimes Women are a big part of product buyers and decision makers. Many women choose
the personal care products for their boyfriends or husbands
SITUATION ANALYSIS
LAVANDE is new in Bangladesh. Although we haven’t any experience compared to the other
Perfume brands, LAVANDE has already created a category of Perfume in the Bangladeshi
market.
SWOT ANALYSIS
STRENGTHS
As we introduce LAVANDE first time in Bangladesh, we have a unique brand image.
Strong, fresh & fashionable brand identity.
Long lasting fragrances which attract customers most.
Better advertising campaign
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Weaknesses:
Lack of innovation- There are some strong competitors in the market like Axe, Adidas,
Pierre Cardin, Fogg and they have their own large market share.
Limited flexibility in pricing.
Inexperience: As It is new in Bangladesh, we have no market experience
Expensive: LAVANDE is quite expensive.
Opportunities
Extension of product line- This will help to retain market share.
Continued expansion for online sales
Consumer recognition through sponsorship of sports events.
Ability to increase market demand.
Using New and unique promotional tools.
Threats
All the domestic and international brands like Axe, Pierra Cardin, Hugo boss, Fogg, Kool
etc.
Some customers can perceive negative conception about domestic perfume product.
The perfume might not be accepted in the new markets.
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IMC PLAN
ENVIRONMENTAL ASSESSMENT
In our country there are no cultural and political issues which affect LAVANDE Body spray.
People simply love to use Body fragrance to make them attractive. Our product LAVANDE
Body spray price to its target customers is quite purchasable. As a social issue our target
audiences are young generations which are socially interacted with each other.
INDUSTRY ANALYSIS: LAVANDE Body spray has competitive advantage through its
competitors. Their competitor doesn’t have any positioning to their target audience where
LAVANDE will try to build a image toward the customer.
In this competitive environment there are so many brands like AXE, KOOL, FOGG,
ADDIDAS, NIKE, NIVEA etc which are LAVANDE body spray competitors. The core
competitors of LAVANDE Body spray are AXE which is marketed by Unilever and KOOL is
marketed by Square Ltd. They don’t however work on their brand positioning; they only work on
sex appeal attributes. However AXE and KOOL are main competitors of Our Product.
CONSUMER ASSESSMENT
Now –a-days consumers are very conscious on grooming product. As our target audience is
young, they prefer their body spray will ensure a long-lasting deodorant protection & freshness.
The sweltering heat and the extreme humidity are common to our climate condition. Sweat starts
to release spontaneously and soon makes it uncomfortable presence felt all over. The body odor
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becomes a real turn-off for most when may least expect. The deodorizing effect of this spray will
keep consumer chin high all the time. Our target customers interested on Very good smell and
long lasting protection and freshness which all can provide by LAVANDE Body spray.
STRATEGIC MARKETING MIX
PRODUCT:
Our main product is a body spray for male which contains a smell of a unique fragrance with a
long lasting durability. This can present them to others as cool and smart guy. The quality of
product is high as we are targeting the higher middle class and the higher class people. so we
come up with a good quality product so that people sticks to our brand for a long time.
PRICE:
We have decided to keep the price range from 350 BDT contain of 150ml. As we are directly
competing with Axe, Nivea, Fogg and other brands we need to come up with a price which
shows that we are going to provide them with quality product and build a trust to our brand. As
the people of our country have this perception that if the price is low the product’ quality must be
bad and if the price is high that means the product is of good quality. Moreover to compete with
foreign and domestic products in the market we need to set a up high price which can build a
image on the consumer mind.
DISTRIBUTION
As we mentioned our target audience and customer are higher class and higher middle class
people. So they are mainly belonging from urban area. So in urban area we will follow intensive
distribution system to reach our customer. Intensive distribution aims to provide saturation
coverage of the market by using all available outlets. For our product, total sales are directly
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linked to the number of outlets used. In other thing in body spray, if one brand is not available, a
customer will simply choose another brand that’s why we use the intensive distribution process.
COMMUNICATION
In every marketing plan communication is a big part of a plan and so for ours. We are using
some selective communication tools which can help us to communicate with our customer and
we also give them specific knowledge about our product. It’s not only help to increase our sales
also to help to create a image in market.
COMMUNICATION TOOLS
POINT OF SELLING/ PACKAGING: The point of sale for products and services is an
important focus for marketers because consumers tend to make purchasing decisions on very
high-margin products or services at these strategic locations. Point of sale and packaging
encompasses all the communication devices and marketing messages found at the place where
the product is sold. POS influence customers to buy unplanned purchases. POS materials include
signs, posters, displayed a variety of other materials designed to influence buying decisions at the
point of purchase. LAVANDE main objectives is creating Brand image and create awareness to
the customers. it helps to achieve LAVANDE’S promotional objective
Advertising: Advertising is the activity of attracting public attention to a product or business,
as by paid announcement in the print, Broadcast or electronic media .Advertising has a greater
ability to reach a large number of people. LAVANDE Ad makes contact between advertiser and
the target audiences. Our primary message will be to reach the customers.
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Marketing Public Relations: Public relation encompasses set of activities intended to
enhance the image of the marketers to create goodwill. Public relation tries to influence people’s
attitude towards the company or products. LAVANDE can gain its objectives by sponsoring
Cricket Tournament, Tree plantation project etc.
OBJECTIVES
Since it is our new brand our communication objective will be to create perception about our
brand and to increase consumer’s understanding of the brand benefits. Our selected media mix is
the perfect combination to achieve our goals. For this perception-creating purpose we use media
such as newspaper, television, radio, social media, digital advertisement and billboard
advertisement. Social media and digital advertisement is important because of the mass coverage
but also the high reach of its impacts. Moreover we can also use TV ad as well.
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CONCEPT DEVELOPMENT
Our concept is that we like to grab the attention & makes them feel interest towards our brand.
Emotional appeals may have more impact than rational approaches on attitudes & behavior.
We try to create a brand image to the audience to help them to select the best brand LAVANDE
in their shopping list. Because our brand new in market and there have several brand in market
and none of the brand has no image towards the customer. In our ad we are try to add some
message which can attract customer in homespun body spray. Our ad tells the audience why our
body sprays so good and better than others and shows them if they use any other body spray
what will happen. So in full ad our target to make a impression to the audience and make and
image in the market
AD APPEAL
In our advertisement we are using two types of appeal which can help to execute the need of a
body spray in our daily life. Two types of ad appeal are
EMOTIONAL APPEAL
RATIONAL APPEAL
EMOTIONAL APPEAL: In first part of our advertisement we are showing the emotional part
of boy when he used a normal body spray which cannot remove his musty smell from his body
and his girlfriend was avoiding him. That was the emotional part of our advertisement which is
really focusing on social needs.
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RATIONAL APPEAL: In this advertisement there is also a relational part of the
advertisement. A boy comes to his friend tells about THE LAVANDE BODY SPRAY. And he
suggest him to use this product which can help him to remove his body must and also tells him
about its feature that contains strong smell and long lasting which stand his body at least 24
hours. And this advertises also indicating the rational motives of dependability.
EXECUTION STYLE
Especially in this ad is focusing on demonstration and dramatization strategy. This ad is effective
to show its key benefits and convincing customers with the drama and indicating a boy’s life if
they use normal body spray then what kind of situation going to happen .we try to provide
drama which can grab ours viewers attention by this advertise. Every ad success depends on ad
execution. And this LAVANDE body spray’s ad execution follows combined strategy to
convince its target audience.
STORY LINE
A boy used a normal body spray and imagined a quality time to spend with his girlfriend. But in
reality when he went there her girl friend was ignoring him because of his body musty. Then his
girlfriend ignored him and she went away told him “he knows it very well”
He was depressed and sat alone by himself. Then a friend of him came and he shared his sad
story with him and asked his friend why his girl friend used to ignore him. Then his friend told
him it because of his body musty and suggested him about LAVANDE BODY SPRAY. He told
him about the product attribute which is long lasting strong smell.
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STORY BOARD
SCENERY-01
A boy is using normal body spray
SCENERY-02
And imagine a quality time with his
Girlfriend
SCENERY-03
Then he comes to his girl friend
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SCENERY-04
And his girlfriend ignore him and leave him
SCENERY-05
He is frustrating and sit alone
SCENERY-06
Then a friend of him comes to him
And ask him what happen to him
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SCENERY-07
He tells about his problem to him and
He suggest him the LAVANDE body spray
, Which long lasting and smell strong.
MEDIA DECISION AND PLANNING
Media decision is so much important for our ad . if we don’t chose the perfect media than it will
never possible to grab the market. if our target customer don’t see those TV channel than it will
never work. So first we need to identify what kind of media they use.
TV CHANEL: To consider our Target audience we are use DESH TV, ATN, ETV, 71
TV Shomoy, Independent GTV. we will show our advertisement 6 p.m.to 12 pm.
because this time people are mostly spent their free time. And they watch TV for news,
movie etc. so that’s why this is the best time for showing our ad and we will also show
our ad in other part of the day. In this time our ad will show in different TV channel.
RADIO: We are also use radio for our ad. We are using radio foorti, radio today, radio
Shadin, radio Amar.
NEWSPAPERS: We are also use different newspaper for our ad like The daily star,
The independent and Prothom alo, Bangladesh Protidin,
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SOCIAL MEDIA: We are also going for Advertisement in social media like facebook
twitter because a group of our customer they spend their Maximum time in internet.
That’s why we are going for internet ad as well. But we are more focused on internet ad
because our target customer.
DIGITAL BILLBOARDS: We are using billboard for our product. We are using
billboard ad in different place like Dhanmondi ,Bonani ,Bishoroad. And we are using
our ad in Nondon, Bosundhora city and Jamuna Future Park. Because people come this
kind of place for their shopping or spend their free time. That’s why we chose those
places.
MEDIA SCHEDULING
For the media scheduling we are using Pulsing method. Because we are not maintain our ad in a
same sequence in the hole year. Because in the summer people get more sweaty and face many
problem for there body musty. For that reason we show our ad frequently in summer. But in the
winter people do not need so much body spray. That’s why in winter we don’t need so many ads.
That’s why we are using pulsing method.
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Figure: Pulsing Method
MEDIA BUDGETING:
Names of
media
TV
CHANEL
Radio Newspapers Social
media
Digital
BILLBOARDS
Cost Per
Day
96,000 69,500 81,900 15,720 58,667(monthly)
yearly Cost 17,200,000 25,000,000 29,000,000 6,000,000 10,500,000
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CONCLUSION
We expect to grab our target audience and make regular loyal customer base with its features and
attributes. Though our product is a start-up company, it expects to grow quickly and beneficially.
Also, our aim is to achieve and preserve hundred percent costumer satisfactions and gratitude,
for which we are open to both consumers’ disapproval and opinions. We make sure that
everything will go smoothly and efficiently from the minute a good is manufactured till the
moment it reaches the customer. We vary ourselves from our competitors through hard work,
dedication and accumulating to the consumers’ requirements and needs.
