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