Here we have shown a relaunching plan for a fan brand. Habib fan is a product of SKS. We have tried to make a feasible relaunching plan of this product to customers outside cantonment area.

1. PHOENIX
TEAM

3. Analysis

4. Low Involvement Category
Sellers’ Recommendation
Price Range Varies From
1500-30,000
INDUSTRY
ANALYSIS
1
4
32
Wholesale Market, Electric Bazar,
Local Electric Shop

5. PORTER’S 5
FORCES
LOW Relationship with supplier
LOW
Substitute Product
HIGH
Moderate
HIGH
Relationship with buyers
Barrier to entry
Competitive Rivalry

6. CUSTOMER
INSIGHTS

7. Need, not
want
Low
awareness
Infrequent
buying
More air,
durability
focused
Word of
mouth

8. COMPETITOR
ANALYSIS

9. BDT
1200-2300Mainly local unbranded fan Choice of price
Unorganized sector
Sensitive customer

10. BDT
2300-6000Local branded & imported fan Brand recognition
Preference of quality &
reliability seeking customer

11. BDT
7000-
22000Premium fan
Preference of luxury and
quality seeking customer

12. Product
Analysis

13. High
Quality Raw
Material
Energy
Efficient
Standard
RPM
5 Year
Warranty

14. !
Core
Issue

15. MARKETING A PRODUCT
In A Highly Competitive Industry But Low Interest
Category

16. BIG
IDEA

17. Marketing ‘Habib Fan’ to Customer
Based on “TRUST” Positioning

18. Target
Group

19. 1Young People
Age 18-
Living apart from family
2 Family Decision
Makers
Age 35-55
Senior male member

20. Pre-Launch

21. BUSINESS
MODEL

22. Offline Model
Manufacturer Distributor
Independent
Seller
Customer

23. Offline Model
(Authorized Dealer)
Manufacturer
Authorized
Dealer
Customer

24. Online Model
Manufacturer
Customer

25. Buzz
Creation
Distribution Contest
Geo-
Marketing

26. Buzz Creation
Showing Unusual Things to Create
Suspension

27. Buzz Market Strategy

28. Buzz Creation
Target Market:
Mass Consumer
Media:
TVC, Newspaper
Impact :
Creating Curiosity among
people and generate talk
ability

29. Habib Fan Dealer Privilege Club
Giving More Discounts
Incentivize them in Occasions
01
02
03
Authorized Dealer

30. Contest
Asking Question about History of
Bangladesh
Giving Free Fans to the Winner
01
02

31. Contest
Target Market:
Mass Consumer
Media:
Newspaper, Facebook Page
Impact :
Engaging People and
Promoting Habib fan

32. Geo Marketing
Sending Message to our Target Customer about
The Launching of Habib Fan

33. Media:
SMS Marketing
Impact :
Creating Awareness about
Habib Fan among Target
Consumer
Geo Marketing

34. Launch

35. Habib
Fan
LOGO
গরমের বিরুমে যুমে
বিশ্বস্ত সহমযোেো

36. Above the
Line
Marketing
Below the
Line
Marketing

37. ATL
01
02
03
Focusing on Core Strength. Military
Graded Product. Abul Hayat will be Model.
Newspaper- Press Release, Ads.
Billboard- In front of big marketplaces

38. BTL
01
02
Shutters, Signboard of Shops
Point of Sale Promotion

39. Habib
Fan
গরমের বিরুমে যুমে
বিশ্বস্ত সহমযোেো

40. Campaign 1 : হোতপোখো

41. Campaign Strategy
A Group of volunteers wearing branded T-
Shirt will distribute the “হোতপোখো”
01
The logo and tagline of Habib fan will be
imprinted in the “হোতপোখো”
02
Main Locations – Roads packed with traffic jam 03

42. Strategy
Media:
Guerilla Marketing- Promoting
through Newspaper, Facebook,
Billboard
Impact :
Having huge reach and brand
awareness in a
comparatively low cost
Timeline:
April-May

43. “বিশোখী বিসকোউন্ট” Offer

44. Strategy
1. Giving Discounts to Boost Sales in Baishakh Month
2. Newspaper, Billboard, In-shop Promotion.

45. Road Show
A big truck will visit around
Opportunity of live experience of Habib fan
01
02

46. Live Experience
A room in the big marketplaces
Customers can live experience Habib Fan
01
02

48. Eid “বিশ্চিত পুরস্কোর” Offer

49. Strategy
Giving Assurance of Sure Discount
Prize Ranges from Monetary Benefit to Traveling
Opportunities
01
02

50. Strategy
Media:
Newspaper, Billboard, Online Ads ,
RDC and TV Ad
Impact :
Creation of Buzz and
Increase of Sales
Reach :

51. Campaign 2 : শোবির পরশ

52. 1. Creating an AV and
Promoting it in Social
Media
2. Running a Story Contest
with the Hashtag “শোবির
পরশ”
3. Giving Prizes to the Best
Contestant
Campaign Strategies

53. Media:
Social Media ( Facebook, You Tube)
Campaign Strategies
Impact :
Emotionally Connecting
with the young people
Timeline:
May-June

54. Campaign 3 :
Reverse Psychology

55. “Reverse Psychology is a technique involving the advocacy of
a belief or behavior that is opposite to the one desired, with the
expectation that this approach will encourage the subject of
the persuasion to do what actually is desired: the opposite of
what is suggested.”
Definition

56. Using the Reverse Psychology Technique to Attract
the Negativity Prone Mind of People
Campaign Strategy

57. সি হোবিি ফ্যোমের দ োষ।
আরোমের ঘুেগুম ো আর ভোঙমতই চোয় িো।

58. য়ো কমর
হোবিি
ফ্যোে
বকেমিে
েো।
যবি আপিোর িুই বিি পরপর ফ্যোি
িি োমিোর অভযোস থোমক।

59. জীিমের
আেন্দগুম ো
কমে যোমে।
সি জোয়গোয় ততো আর হোবিি ফ্যোি তিই।

60. Campaign Strategy
Media:
Billboard, Online AD, Newspaper
AD, In Shop Promotion
Impact :
Turn this Low Interest
Category to a Interesting One
Timeline:
Aug- Sept

61. Thank You Note
Thank you note will be given to the buyer of the Habib fans

62. Challenges & Feasibility
Marketing &
Distribution
Challenges:
Diverse Target Feasibility
Challenges
Financial
Challenges
Well Planned
Channels &
Medias
Higher Reach:
Therefore
greater return
in the long run

63. Timeline

64. .
Tool
Jan Feb March Apr May June July Aug Sep
TVC
RDC
Newspaper
Campaign 1
Campaign
2
Campaign
3
Discount
Month Oct Nov Dec

65. $ Budget

66. Pre-Launch
(Jan-Feb)
Serial Communication Tool Cost
1) TVC 558,000
2) Newspaper 98,000

67. Launch
(March-April)
Serial No. Communication Tool Cost
1) TVC 725,000
2) RDC 35,000
3) Newspaper 228,000
4) ‘Haatpakha’ Campaign 54,0000

68. Post-Launch
(May-Oct)
Serial No. Communication Tool Cost
1) TVC 554,000
2) RDC 28,000
3) Newspaper 196,000
4) ‘Shantir Porosh’ Campaign 25,000

69. Master Budget
Serial No. Phase Name Cost
1) Pre- Launch 656,000
2) Launch 1,042,000
3) Post- Launch 803,000
Total Amount = 2,501,000

70. TAKE AWAY
Pre Launch Launch Post Launch
Buzz Creation
Distribution
Contest
Geo-Marketing
ATL,BTL Marketing
Campaign 1
Discount offer
Live Experience
Roadshow
Eid Offer
Campaign 2
Campaign 3

71. ADDITIONAL SLIDE

72. TVC(Pre Launch)
Channel Duration Rate Playtime Total
BTV 60 sec. 60,000 3 min. 180,000
ATN News 60 sec. 10,000 12 min. 120,000
Gazi TV 60 sec. 38,000 3 min. 114,000
NTV 60 sec. 51,000 3 min. 144,000
TVC(Launch)
Channel Duration Rate Playtime Total
BTV 60 sec. 60,000 3 min. 180,000
ATN News 60 sec. 10,000 10 min. 100,000
Gazi TV 60 sec. 38,000 5 min. 190,000
NTV 60 sec. 51,000 5 min. 255,000
TVC( Post-Launch)
Channel Duration Rate Playtime Total
BTV 60 sec. 60,000 3 min. 180,000
ATN News 60 sec. 10,000 10 min. 100,000
Gazi TV 60 sec. 38,000 5 min. 190,000
NTV 60 sec. 51,000 5 min. 255,000

73. Newspaper(Pre Launch)
Newspaper Position Rate Print Frequency Total
Prothom Alo Last Page 14,500 4 time/month. 58,000
Kaler Kontho Last Page 10,000 4 time/month 40,000
Newspaper( Launch)
Newspaper Position Rate Print Frequency Total
Prothom Alo Front & Last Page 18,500 & 14,500 8 times/ month 132,000
Kaler Kontho Front & Last Page 14,000 & 10,000 8 times/ month 96,000
Newspaper(Post-Launch)
Newspaper Position Rate Print Frequency Total
Prothom Alo Last Page 14,500 4 times/ month 116,000
Kaler Kontho Last Page 10,000 4 times/ month 80,000

74. RDC(Launch)
Channel Position Rate Frequency Total
ABC Radio Prime Time 1500 10 minutes/month 15,000
Foorty Prime Time 2000 10 minutes/month 20,000
RDC(Post Launch)
Channel Position Rate Frequency Total
ABC Radio Prime Time 1500 8 minutes/month 12,000
Foorty Prime Time 2000 8 minutes/month 16,000

75. Reach and Sales
Direct and Indirect Reach – 5 Million
Estimated Sales- 20,000 (1st Year)
01
02