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

2

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

3

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.

4

Table of Content

1. INTRODUCTION

2. BRAND INDENTITY, TAG LINE AND LOGO

3. BRAND POSITIONING

4. BRAND PERSONALITY

5. TARGET AUDIENCE

6. SITUATION ANALYSIS

6.1 SWOT Analysis-------------------------------------------------------------- 10-

Strength ------------------------------------------------------------ 10

Weaknesses-------------------------------------------------------- 10

Opportunities ----------------------------------------------------- 11

Threats------------------------------------------------------------- 11

7. IMC PLAN

7.1 Environment Assessment ------------------------------------------------------- 14

7.2 Consumer Assessment ------------------------------------------------------------- 15

7.3 Strategic Marketing Mix --------------------------------------------------------- 15

Product

Price

5

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

6

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.

7

BRAND LOGO

BRAND NAME

LAVANDE

TAG LINE

MOTION OF ATTRACTION

8

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.

9

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.

10

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

11

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.

12

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

13

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

14

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.

15

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.

16

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.

17

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.

18

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

19

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

20

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,

21

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.

22

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

23

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.