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CHAPTER 2.0: CORPORATE BRAND STRATEGIES

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2.1 CORPORATE IMAGE STRATEGY:

Reginas corporate goal is to be become one of the most modern and unique lines of
Purse offered to the various markets in Bangladesh. In addition to that, Regina wants to
bring a sense of unity and pride among Bangladeshi people through a representation of
the brand with famous worldwide renowned celebrities around the country, charity
organizations, special promotions, public relations, etc. It is a society pulled in two
directions, trying to blend in and be part of this country while remaining true and proud
to their unique heritage. They have become a huge and strong market in Bangladesh since
they represent almost 16% of the entire population and a big influence in this countrys
everyday life.

By being introduced to this new line of purses, people across the country will start to
follow this new trend that offers a meaningful concept to them. Regina wants their future
customers to know that they will be provided with beautiful and unique designs of
handbags, purses, clutches and wallets offered with various features.
In order to start this new trend successfully, Regina will start building new customers by
implementing unique strategies of advertisements, sales promotions, public relations and
sponsorships. The fact that Regina will be donating part of its sales to charity
organizations will attract consumers to buy our products. This will allow Regina to help
build and maintain a strong image in the market place as well as brand awareness.
Even though these strategies will help this brand to become one the most modern and
unique lines of purse brand with its meaningful business concept; there are certain
obstacles that might have to be overcome.

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2.2 BRAND DEVELOPMENT STRATEGY:


The brand name REGINA was selected because it comes from the word REGINA
which is a Germen-French word which means QUEEN. The brand is trying to
communicate primarily with the high class and upper middle class market and by using
this rare and exquisite word; future customers will eventually feel amazed and will evoke
positive feelings from the brand name and its concept.
Tag Line: Feel like a QUEEN
Brand Mantra: A Promise to provide carrier full of Promises
The name REGINA will be a successful word that has a high level of stimulus
capability because it has a meaning and cultural concept behind the word. The brand
name will be easily recognized in advertisements and it will immediately grab the
attention to its main target market. Each design will be built with the REGINA symbol in
order to make this shape recognizable in every purse. Since the word is famous and
communicates with an aristocratic vibe, the brand will be able to sell its products through
the use of this word.

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LOGO & LOGO DESCRIPTION:

The word REGINA represents QUEEN. Here we have used the purple color to
symbolize the Femininity of the brand. The black aristocratic designer border here
signifies the royalty and sophistication of our Brand. It completely brings out the classic
aura of our exquisite products.

2.3 BRAND POSITIONING STRATEGY:


REGINA is positioned based on its attributes and price-quality relationship. It wants to
position itself in consumers mind as a modern and unique PURSE brand that not only
represents a beautiful fashion statement, but a cultural meaning within the brand. Regina

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wants to build an effective positioning strategy so that the firm can expand itself into new
markets in the future. REGINA wants to establish long-term relationships with both,
consumers and distribution partners.

The quality and elegance of the purse collection will be positioned in the consumers
mind as a beautiful bag to carry and to feel proud of carrying it. In contrast to its major
competitors, we will offer an affordable price with a good value for attractive purse
designs appealing to a wide public. Most purse brands limit their main target marketing
by offering designs only to females. On the other hand, Regina will offer multiple designs
females, males and children.
By carrying REGINA, people of Bangladesh will feel proud of their heritage. They will
be able to represent their cultural background with a universal word that offers elegance.
There are many occasions like: birthdays, Christmas, Eid, Puja, Fathers day, Mothers
day, etc. Any occasion will be perfect to buy these purses a unique cultural symbol and
a unique and beautiful fashion statement.
REGINA is more than a brand; it is a business concept that wants to incorporate sports,
successful worldwide famous celebrities, charity organizations, tourism and art of
fashionable purses. By donating part of its sales to charity organizations; REGINA will
attract consumers to buy our products.
We will also establish a strong brand reputation through sponsorship events and
campaigns that will inform the audience on how they can change someones life by
buying our products and becoming part of the REGINA spirit.

2.4 PUBLIC RELATIONS STRAREGY:


REGINA will hire an external PR consultant to handle our press and make our
information newsworthy. The consultant will be part of a PR agency; they will be in

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charge of monitoring internal and external publics and provide positive information about
our company.
We have to work hard on informing our consultant about our business concept and
company background. Otherwise, the audience will think this is just like every other
purse brand. We have to make sure to provide successful information about our unique
strategy that is being developed as part of this brand.

Our primary strategy is to maintain a consistent image of community involvement within


the Metropolitan people living in big cities like Dhaka, Chittagong, Sylhet, etc. We will
generate positive publicity by informing the audience about our unique brand that wants
to bring a sense of unity among all besides the beautiful purses we will be offering. The
fact that REGINA will be donating part of our profits to charity organizations will put a
positive image into the consumers mind.
We will also establish a strong brand reputation through sponsorship events and
campaigns that will inform the audience on how they can change someones life by
buying our products and becoming part of the REGINA spirit.
The position analysis will be measured by the end of the year. Our Marketing Director
and the rest of the consulting team will evaluate this. The analysis will allow us to know
if the right positioning was projected. The results will let us adjust our main goals and
objectives for the next year.

The advertising campaign will be evaluated by conducting an advertising impact study.


The information provided from this study will allow us to know how efficient and
influential our campaign has been. We want to know if we are reaching the main target
market and if they are getting the concept of the brand and the meaning of the word
REGINA through our advertisements. All this information will be available through
attitude and opinion tests.

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Our consumer promotions effectiveness will be evaluated by measuring the amount of


customers that bought our products by utilizing gift cards that were sent through direct
mail. This will be determined by information that will be kept from purchases made
online or at a retail store. This evaluation is also part of the direct mail program. This will
allow us to see the impact of the direct mailing. DS Innovation media will be in charge of
evaluating the effectiveness of these efforts.

To evaluate the distribution component we will utilize various methods of evaluation. We


will analyze the impact of our advertising to our members of the distribution channel.
This will consist of a large study conducted internally and externally. The evaluation will
include an analysis of the personal selling aspect and trade promotions.

Personal selling will be a very important aspect of our evaluation. It will be done during
festive seasons. We want to find if the satisfaction level of our distribution channel
members is what we projected. This will consist of an examination that will determine the
overall satisfaction of our business customers.

Trade promotions will also be part of our evaluation since we are utilizing this method to
push our products through the channel. We will examine the effectiveness of the
promotions we used previously and how it impacted sales. According the results on the
effectiveness we will later determine what will remain consistent or what needs to change
from the previous trade promotions.
2.5 E active marketing plan:

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DESING

OF

WEB

PAGE:

Internet marketing, or online marketing, refers to advertising and marketing efforts that
use the Web and email to drive direct sales via electronic commerce, in addition to sales
leads from Web sites or emails. Internet marketing and online advertising efforts are
typically used in conjunction with traditional types of advertising such as radio,
television, newspapers and magazines. For our product Regina websites will help a lot in
order to do promotional activities as well as online shopping. For promotional and selling
purposes of Regina we will be using these following marketing methods :-

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1)

Web marketing includes e-commerce Web sites, affiliate marketing Web sites,

promotional or informative Web sites, online advertising on search engines, and organic
search engine results via search engine optimization (SEO).

2)

Email marketing involves both advertising and promotional marketing efforts via

e-mail messages to current and prospective customers.


3)

Social media marketing involves both advertising and marketing (including viral

marketing) efforts via social networking sites like Facebook, Twitter, YouTube and Digg.
4)

E-Commerce: The provision of an electronic storefront and/or other forms of

electronic commerce is one way of implementing your marketing strategy.


5)

Interactive Marketing: Interactive marketing means addressing customers,

absorbing their input, and reaching out to them again to make it clear you have paid
attention. Whereas interactive marketing is not necessarily online marketing, the
collection of customer information and subsequent communication is facilitated by the
Internet. An excellent example of the use of interactive marketing is Amazon.com, which
collects user information to make purchase recommendations.
6)

Online Advertising: This typically takes the form of banner advertisements on

Web sites. These can be highly targeted, based on the online habits and interests of
consumers. Such ads can be purchased directly from the owners of the Web sites on
which you wish to advertise, or through brokers who purchase online advertising for
specific target markets. For small, local businesses with a Web site, it may be possible to
work in partnership with other companies that sell complementary products to create
click-through opportunities for their customers to visit your site, and vice versa. This
type of advertising includes pay-per-click (PPC), wherein firms bid on keywords that
they would expect their potential customers to use to search for their type of goods and
services, so that they can appear in the search return results as sponsored ads and thus
become considerably more visible. With this type of advertising, you only pay when
someone clicks on your ad.

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7)

Brand Spiraling: Integrating a companys conventional offline branding strategy

with its Internet strategy can be accomplished through brand spiraling, which is the term
for businesses using conventional approaches through print and broadcast media to drive
traffic to their online sites. Once customers are guided to those sites, the companies take
advantage of Internet interactivity and learn more about them. This knowledge is used to
further refine sales and marketing tactics. They also can use e-mail addresses and other
information to reach customers in additional ways. The brand spiral is a continuous
learning and changing process for a firm that assists in reaching and influencing
customers through both online and offline tactics.

8)

Blogs: A blog is a journal that appears on the Internet periodically and is intended

for the public. Blogosphere is the collective term used for all the blogs on the Internet.
Businesses provide blogs, often written by their owners, to create a personal connection
with customers. These are only effective if the information is kept interesting and timely,
and customers are led to the sites by other promotions.

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Chapter 3.0 Position Opportunity Analysis

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3.1 Communication Market Analysis


Communication market analysis is the process of discovering the organizations strengths
and weaknesses in the area of marketing communication, and combining that information
with an analysis of opportunities and threats that are present in the firms external
environment. This includes examining five areas:
1. Competitors.
2. Opportunities
3. Target markets
4. Customers
5. Product positioning Competitors
The analysis identifies major competitors. The objective is to discover who the
competition is, and what they are doing in the areas of advertising and communication.
The market for handbags is highly competitive and a huge one with several players
operating both at a global and regional level. Fashion, price and diversities are the key
factors responsible for driving competition in the market. The leading players include
Channel, Gucci, Louis Vuitton, Hrmes, Prada, Burberry and Michael Kors, among
others. The target audiences are same like affluent individuals who seek for social status,
exclusivity and high quality products. All these brands specialise in craftsmanship of
handbags and do enough promotion in tv and print advertising to attract the elite class.
Bangladesh has a high consumption rate of bags and since this is such a strong and huge
market, bag brands that are able to spend more money in the communication strategy
need to use the most successful methods. The most common used channels are
magazines, direct marketing, trade shows and the Internet.
The high-end brands advertise their products mainly through magazine ads, direct
marketing and trade shows. When advertising for magazine ads, they will either introduce
new collections or simply notify their loyal customers to continue to visit their stores.

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The primary direct marketing tool that is used are catalogs, which are sent monthly to
subscribers who can afford to buy their fine products constantly. Trade shows are a very
powerful use of communication channel because bags brands are able to introduce new
collections as well as building relationships with distribution partners.
Today, the Internet is also very useful because almost every business has an online
website where they sell their products and try to turn visitors into future buyers and
subscribers. With online subscribers, the marketing team will be provided with an online
database with information such as name, age, gender, zip code and email address. This
information is successful because customers will be aware of product promotions, sales
and new collections that will be sent through emails.
The lower-end bags brand such as small boutiques or low priced shops spend less money
on developing a strong brand. Some small boutiques cant afford to spend money on
magazine ads or direct marketing and so they utilize the Internet as their primary
communication channel. They try to promote and sell their products through their
websites. In order to have consumers to come and visit their store, the most successful
method is by word of mouth.

On the other hand, low priced bags distribute their products through low- to middle end
retailers such as Baggy Bees. This positions their products as middle-to-low end quality
that most people who represent low to middle high-class status will be able to afford

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3.1.1 COMPETITOR BRANDS


COMPANY
Gucci

Prada

Hermes

TARGET MARKET

POSITIONING
Distinctive,

Affluent women 20-30


high-end
Actual or aspiring jetsetters
products
Social Elites who are brand loyal Compete on quality
Target heavy users
Market leader in sunglasses
Affluent women 20-30
Stylistically simple, high Fashionista seeking timeless
end products
High price
products
Shop luxury brands and carefully Best known for accessories
Target brand loyalists
follow fashion trends
Compete on quality
Women of all ages
Expensive and exclusive
Super Luxury consumer
High quality, hand-made
Social Elite, shops Hermes Best known for specialty
because all the women in her

Chanel

PRODUCT

silk scarves and their H

family do
logo on leather products
Females 35-49, often married
Chic & elegant product
Heavy users
Timeless, exclusive
Shop Chanel in all product areas; Best recognized for quilted
shoes, clothing, cosmetics

leather bags, lipstick and


apparel

3.1.2. Opportunities
The global market for accessories, including handbags, is incessantly rising since
recession and is further expected to be a highly growing and profitable market for the

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next couple of years. This growth is largely driven by rise in disposable income,
expanding middle class, growing preference for branded products and rising number of
wealthy consumers worldwide. Moreover, the handbag market encompasses dynamic
players and an expanding consumer base, which is expected to flourish due to increasing
demand from emerging markets and strong performances by the international luxury
brands.
Escalation in the handbags market worldwide can be observed as a result of aggressive
presence on social media and fashion shows. Other principal trends of the respective
market include enhancing demand for small and medium silhouette handbags and cross
bodies, brand strengthening efforts by majority of leading companies and insurance of
handbags.
The key factors driving growth of the global handbags industry include rising number of
high net worth individuals, increasing working women population, accelerating online
sales trend, improvement in global economic growth, and increasing potential of
emerging markets. However, the growth of handbag industry is hindered by the risk of
counterfeiting and strict regulatory issues on premium handbags.
An analysis of the high-end bags market as well as the regular market shows several
opportunities for REGINA bags. These opportunities will reveal the plan REGINA wants
to pursue for consumers and distribution.

Consumers
Regina has the powerful opportunity to build a strong brand image by
targeting to the middle to upper class Market in Bangladesh. This market is a
huge and dominant one. This allows REGINA to establish itself as a powerful bag
brand in Bangladesh. The fact that REGINA is targeting to this specific market

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also gives the opportunity to expand to different markets in the future in order to
grow and become a high-end bag brand.
Bangladeshis have a high rate of consumption in the bag market. This is why
Regina will have the opportunity to develop brand awareness as well as to
establish itself in this powerful market because consumers will have a new and
unique brand available with a meaningful message tailored to them.
Our unique marketing approach will allow us to enhance the firm image.
Consumers will feel proud to bear REGINA bags because of its meaningful
concept and the unity it wants to bring among Bangladeshi market and the fact
that part of the sales will be donated to bag weavers around the country.
Distribution
Regina will have the opportunity to increase market share through a selective
distribution. Its products will be sold to specific middle to high-level retailers in
Bangladesh. By doing so, we will be able to better infiltrate into the bag market
and to better reach our main target market.
Regina will have the opportunity to increase sales volume by distributing its
products in different geographic locations in Bangladesh. They will be
determined according to those states where there is high concentration of
population like Chittagong, Sylhet, Narayangonj etc.
Through new channels of direct distribution, REGINA will have the opportunity
to build customer traffic. Sales through the Internet and catalogs will be the two
main channels that will allow the traffic growth.

3.1.3 Target Markets


Target markets are often carefully specified as part of the market segmentation process.
Customers There are three types of customers that should be taken into consideration:

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1. Current company customers.


2. The competitions customers.
3. Potential new customers.
REGINA has been targeted towards the middle to upper class individual who seek status
and quality products. They have a keen eye for fashion trends as well as expensive
quality products. Bags for University students, bags for office going ladies, exclusive
bags for modern upper class society all are designed to made a wide product line to cater
every segment's wants.
REGINAs target market will be Bangladeshis who is looking for modern and highquality bags. The target is a person who will be highly influenced by other Bangladeshis
and who will be able to follow this new trend by wearing REGINA's bags and feel proud
of their roots.
The target will also be someone who has a passion for fashionable bags and are the
typical trend followers. Someone who is willing to spend money in order to satisfy their
wants and feel with a unique and modern look.
Our marketing campaign focuses on two target segments:
1. Youth Target: Young females between the ages of 18-35 with a total annual
family income of Tk. 75,000 and up who represent middle to high-class status and
can afford to buy finely finished bags
2. Independent Ladies Target: Females between the ages of 35-50 with a total
annual family income of Tk.75,000 who represent middle to high-class status and
can afford to buy designer bags.
Males are also considered to be part of the two target segments not only because there
will be a few designs offered to them; also because they are the ones who are considered
to be buying bags for their spouse, fiance or daughter on special occasions.

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3.1.4 Customers Analysis


REGINA will focus on a special kind of customer:
the kind of person who is proud to be a Bangladeshi living anywhere inside or out of
Bangladesh and who likes to carry fine bags. The psychographics will allow us to
determine the different consumer segments that will feel satisfied by buying REGINA
products.

Bangladeshi Pride: This group will include Bangladeshi who are proud of their
heritage and live home and abroad, trying to blend in and be part of this country.
These customers will feel proud to carry REGINA not only because of its modern
and unique look but also because of its unique business concept.
Fashionable Bag Lovers: These are the typical customers who love to carry nice bags
on a daily basis. Bangladeshis have a high purchasing power in the bag industry; this is
why this segment includes fashion lovers who are ambitious and who are willing to pay
more for high quality designer bag.

Product Positioning

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Positioning is the perception created in the consumers mind regarding the nature of a
company and its products relative to the competition. Positioning is created by:
The quality of products being sold
Prices being charged
Methods of distribution
Image
Communication tactics
SWOT ANALYSIS

STRENGTHS

Strong

WEAKNESSES

overall

market

share

Low/limited

capabilities; handmade goods


Most of budget spent pursuing

within the luxury segment as well

as mass segment.
Products are viewed

exclusive status symbol


USP of LED lights in the bags
CSR - profit donations
Capitalize on sales to brand
aspirants

with

as

slightly

an

production

counterfeit

cases;

most

counterfeited brand in the world

less

expensive products
OPPORTUNITIES

Move focus to foreign market

THREATS

(over 50% of all sales) and

Brand

reputation

protected

develop market share elsewhere

at

all

must

be

costs

as

expansion occurs
Any new products must be
positioned carefully as not to
hamper the brands position as a

leader in luxury
Already established brands have

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similar promotional strategy

Preparing Promotional Strategies:


Strategies are sweeping guidelines concerning the essence of the companys marketing
efforts. Strategies provide the long-term direction for all marketing activities.
Matching Tactics with Strategies :
Tactics are the things companies do to support overall promotional strategies. Tactics
include promotional campaigns designed around themes, which are based on strategic
objectives. Methods used in tactical campaigns include:
Advertisements based on the major theme or a subtheme
Personal selling enticements (bonuses and prizes for sales reps)
Sales promotions (posters, point-of-purchase displays, end-of-aisle displays,
freestanding displays)
Special product packaging and labeling
Price changes Besides the methods of communicating with consumers and sales reps
that offer the products, companies are able to add other enticements.
The items that may be included in tactical efforts include:
Coupons
Gift certificates
Purchase bonuses (a second product attached to a first)
Special containers (e.g., holiday decanters or soft-drink glasses)
Contests and prizes
Rebates

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Volume discounts (larger sized packages, buy one, get one free promotions, etc.)

Market Segmentation
Market segmentation is the process of identifying purchasing groups based on their
needs, attitudes, and interests. A market segment is a set of businesses or group of
individual consumers with distinct characteristics
Consumer: The consumer market is based and segmented by age, lifestyle,
income and personal interest. The two segments include Ladies as a primary target
and Youth as and a secondary target. The groups share the same interests, lifestyle
and annual income. The Ladies group is considered the primary target because it
is the market that is trying to be reach first. On the other hand, the secondary
target includes young Bangladeshis who will also be considered part of the target
market but as a secondary market that will be reached completely after the brand
is well established and considered not only for youth or ladies but just a big brand
offered to a wide public.
Distribution: REGINAs main distribution will be through different regions where there
is the most concentration of people. These regions include Dhaka, Sylhet, Narayangonj
and Chittagonj. These four regions will allow REGINA to distribute the different bag
lines to different middle to high-end stores available in each region.

SEGMENTATION STRATEGY
Segmentation can be based on
o
o
o
o

Age
Income
Psychographics
Generations

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Demographic

segmentation

REGINA segments the market demographically based on age, sex, and disposable
income. Specifically, REGINA targets women aged 18-54 with high annual incomes of
Tk.5,000

plus,

constituting

high

disposable

income.

Psychographic-segmentation
REGINA uses psychographic segmentations such as lifestyle and motives to further
identify their target market. For instance, REGINA targets jet setters, trendsetters, and
those

who

pursue

prestige.

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Usage-segmentation
REGINA segments consumers by usage; specifically targeting heavy users. Buyer
information is collected at the point of sale and stored in a database. Heavy users are sent
seasonal catalogues as well as invitations to purchase exclusive product collections to
encourage repeat sales and brand loyalty.

Segmentation by Customer Value


This method of segmentation is much easier for business-to-business firms to utilize than
it is for consumer businesses, due to the availability of in-depth data about each business
customer. A more precise value can be assigned to each individual business through sales
records and other sources of data and information.

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3.2 Distribution Strategy


Reaching your client
The first step is to understand that in the so-called luxury market, there are three possible
strategies, as luxury, fashion and premium.
A. The luxury strategy aims at creating the highest brand value and pricing power by
leveraging all intangible elements of singularity- i.e. time, heritage, country of origin,
craftsmanship, man-made, small series, prestigious clients, etc.
B. The fashion strategy is a totally different business model: here, heritage, time, are not
important; fashion sells by being fashionable, which is to say, a very perishable value
C. The premium strategy can be summarized as pay more, get more. Here the goal is
to prove -through comparisons and benchmarking- that this is the best value within its
category. Quality/price ratio is the motto. This strategy is, by essence, comparative.

Branded Retail Shops


Retail positioning. There are several ways in which retail stores can position themselves.
One strategy involves low-cost, low-service. On the opposite side of the spectrum, others
may offer high-cost-high-service. Generally, having a clear strategy and position tends to
be more effective since "average" stores tend to face a greater scope of competition
e.g., REGINA would compete both "below" with stores in malls and "above" with posh
shopping malls like Jamuna Future Park, Bashundhara City, in contrast.
Parallel Distribution. Most manufacturers find it useful to go through at least one
wholesaler in order to reach the retailer. Thus, we have a "parallel" distribution network
whereby some retailers buy through a distributor and others do not. Note that we may
also be tempted to add a direct channel.

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Chapter 4.0 Integrated Marketing Communications Management

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4.0 IMC Management


Regina's main objectives for this plan are to develop brand awareness and to reach our
main target market. In order to do so, we will implement strong marketing strategies in
the consumer, business to business and distribution market.
The overall budget for this IMC plan for the year 2017 will be a total of Tk.200 million.
The largest portion of the budget will be spent on media cost in order to fulfill for our
number one objective (consumer). This portion is Tk.100 million, which is 50% of the
overall budget.
A smaller portion will be allocated to the distribution efforts and business to business. It
will be 40%-60% of the overall budget
4.1 COMMUNICATION OBJECTIVES (Consumer)
The objectives of this IMC campaign are to maintain the Regina brand image and
communicate the following communication objectives: association, perception, and
evoking an emotion.
- To create brand awareness among the middle and upper class market of Bangladesh.
- To position Regina as a unique and high-end bag brand.
- To inform potential customers about our unique business concept.
1. Create an association in consumers minds between Reginas current status as a
new luxury brand, noted for quality and timelessness, and their new product line.
2. Extend the perception that the brand is not only just a bag manufacturer or
provider but also a luxury designed bag supplier.
3. Evoke the emotions that consumers already associate with the brand. The
imagery, font, and copy must all provide consumers with a sense of belonging,
exclusivity, elegance and timelessness that Regina is built upon.

4.2 IMC Budget

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Regina's total expense budget is set to Tk.200 million. The IMC budget will be allocated
into three main objectives: IMC Objective 1 (Consumer), IMC Objective 2 (Distribution).
The total budget will be distributed as follows:
-IMC Objective 1 (Consumer): Tk. 60 million
-IMC Objective 2 (Distribution): Tk. 100 million
-IMC Objective 3 (Business-to-Business): Tk. 40 million
IMC Objective 1 addresses the need to create brand awareness towards potential
customers. Most of the budget will be spent on media costs and brand development.
Therefore, 50% of the IMC budget is allocated to this objective.

4.3 Agency Selection


Regina selected Asiatic JWT Digital Wing Cookie Jar for maintaining digital activations
and Bitopi for ATL & BTL communications. As our agency that will handle most of the
integrated marketing communications material. Cookie Jar and Bitopi both are a very old
and specialised ad agency of Dhaka where their area of expertise is to assist clients in
marketing, website design, advertising design, direct mail and integrated campaigns.
Regina decided to use Cookie Jar as their external advertising agency because it is a
small agency that has experience in digital marketing and advertising strategies that have
been able to help other clients to build strong image for their businesses.
Aside from the experience and their multicultural knowledge, Regina chose Bitopi
because it is a big agency that will focus on their marketing communications plan as well
as providing competent prices for exceptional advertising and marketing plans.

Bitopi and Cookie Jar will provide us with a successful integrated marketing
communications material that will help the brand to build a strong image as well as to
develop brand awareness to two specific targets.

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CREATIVE DIRECTION
In order to maintain the brand image, the creative direction for the Regina will match the
creative direction of current company advertising. The marketing campaign will
introduce and promote the new product line of bags by mimicking the brand image of
prestige, simplicity, timelessness, and exclusivity. Ads will be stylistically chic, with little
text in a simple font and will rely heavily on vivid imagery to execute the communication
objectives. The advertisements will intentionally emphasize the strength of the Regina
logo rather than product qualities, results or slogans. The campaign will focus primarily
on traditional media and be supported by the companys current social media channels. In
order to best reach the younger target consumer, the bags will be closely tied to a
celebrity with whom this segment can relate. The brand representative and bearer of the
bag will be a 22-year-old Bangladeshi model & actress Sabila Noor. She is predominately
known for her role as a university student in the Airtel presents drama 'Bhalobashi'. She
is a recognizable celebrity and represents, both in her daily life and as a model, the ideal
fashion-forward and sophisticated young woman Regina is trying to reach. Lastly,
product placement throughout the drama series 'Nine and a Half' will increase consumer
association between youngsters and the brand.

COMMUNICATION GOALS

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1. Increase Regina site traffic by 30 percent within the first six months of launch.
2. Double the new target markets current perception of how accessible Regina is to
them after 24 months of new product release.
3. Within the first six months, following the January release, increase in-store
awareness of Regina cosmetic line by 50 percent.
Creative Brief - Consumer
Objective: To build a strong brand image and to develop brand awareness.
Target Audience: Females between the ages of 18 to 35 who represent the young
and fashion conscious population of Bangladesh. These customers typically earn an
annual family income of Tk.75,000 and represent middle to high-class status. This
target includes people who are branded bag lovers and can afford to buy designer
bags. It is the typical Bangladeshi who likes to look and feel elegant and modern by
carrying a beautiful fashion statement.
On the other hand the target audience will include the same gender, age, lifestyle and
annual income. Unlike the primary target, the secondary target will be directed to the
Independent ladies market with the age range of 35-55 and income above Tk.75,000
where a designer bag will indicate posh and their belonging to an upper class society.
Message theme: The primary theme will be that Regina is a unique and modern line
of trendy bags that is being introduced to the growing Bangladeshi market.
Unique Selling Point: Modern and unique line of bags with beautiful designs
directed to the every target market. Our bags also have a LED system inside them to
get things easier and faster from your large sack.
Product Benefit: Unique, beautiful bags that looks good and are durable.
Personal Values: By carrying Regina, you will feel proud of your roots and happy
to buy beautiful bags from a brand that will give part of their profits to charity
organizations.

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Leverage Point: The leverage point will be the headline, which is the meaning
behind the word Regina: Feel like a queen. This meaning will be further explained
in the copy by informing that this brand sells not only bags but also a meaningful
business concept and our unique strategy to be helping charity organizations.

Advertising Design
Regina will utilize an affective message strategy for their print advertisements. This
strategy will allow Regina to sell their products through emotional advertising, which
leads the consumer to act. Feelings and emotions affect decisions and connect the
consumer with the product. This is why Regina will utilize this method because the brand
is building itself with a unique concept among the roots of Bangladeshi sentiments that
will invoke feelings.

The strategy will be conveyed through an emotional appeal. The ad will feature the roots
and passion for life. The text will be focused on the main characteristics Bangladeshis
have: beauty, love, warmth and joy.
Regina will also utilize informative execution. This will be developed by informing the
viewer with further explanation in the copy about this unique brand and the whole
concept it wants to transmit. In addition to that, the bags will be the main point of the ad,
which will grab the eye of the consumer. The overall look of the ad will demonstrate
elegance, uniqueness and a clean look.
For our television commercials Regina will utilize a slightly different approach.
We will still utilize an affective message strategy through emotional adverting.
The appeal will also be emotional. Unlike the ad, the TV commercial will utilize
a slice of life execution that mimics real life events. This will demonstrate the
four main aspects of the brand: love, joy, warmth and beauty.

4.4 EVALUATION METHODS

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To ensure that these goals are met, Regina must carefully evaluate and measure in store
and online sales, as well as general brand and product awareness.
In order to effectively measure these areas, the company will conduct the following
evaluations concurrent to product launch. The evaluations will be executed at 3 months, 6
months and at the end of each years fiscal end for a minimum of the first 5 years to
ensure reliability and consistency in data.
Evaluations:

Evaluate annual sales relative to initial investment in the product line, advertising

spending and the sales of competitors.


Measure the activity on social media channels (Facebook, Twitter, YouTube and site

clicks) to evaluate consumer interest in the line.


o Based on site hits, Hot Maps, and page views
o Response/Sale Conversion
Conduct Memory or Recall & Recollection tests with magazine dummies
Conduct surveys of store representative across all of their retail locations and other
retailers carrying the other brands, including, Louis Voitton, Michael Kors, Kelvin
Klen etc. The survey will measure customer awareness, brand preference and

purchase intent.
Measure consumer awareness and preferences by having retailers send a survey to
their valued customers, evaluating purchase intent, brand recognition, and
awareness.

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Chapter 5.0 Integrated Marketing Communication Objective One (Consumer)

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The objective of our target market focuses on creating brand awareness within the
baggage market in Bangladesh. We also want to persuade customers that we will offer a
unique and high-end bags along with a unique business concept. The development of
these objectives will help us to generate sales that will result in profits for our business.
In order to accomplish our main objectives we will utilize a combination of advertising,
consumer promotions, direct marketing, sponsorships and public relations.

5.1 Objective One Budget


In order to reach our main target market effectively we will utilize various methods.
Advertising is the primary component of our approach. In addition to that, we want to
supplement with consumer promotions, direct marketing and sponsorship programs.
Creating brand awareness and enhancing our brand image is the primary goal for
advertising. Through consumer promotions we will encourage our customers to continue
to buy our products as well as persuade them to visit our website and retail stores that
carry our products.
The direct marketing approach will be done through mail and email. This will motivate
individuals to buy our products by looking at our catalogs and the jewelry offered.
The sponsorship programs will help to generate brand awareness and enhance our brand
image. We will sponsor Hispanic events that will consist of fund raising programs that
will help charity organizations with the gain of the total profits of the event.

5.1.1 Marketing Budget - Consumer


The IMC Budget by consumer will be spent in 5 major areas. For the advertising budget
we will be spending a total of Tk. 50,000,000. As shown in the table and the graph
below, it represents that advertising is the largest portion of the total budget. We believe it
is an important investment because it will help us achieve our main goal: create brand
awareness among potential customers.
The second major part of this budget will be Tk.30,00,000. This amount will be spent on
several sponsorships that will take place throughout the year. This will also be considered
and important investment in our company because it will enhance the brand image and

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help to create positive word of mouth. For personal selling, we will spend Tk.2,500,000
in order to develop high quality customer service when selling our products.
The database program will be developed once the website is active. The development of
this process will be constantly changing throughout the year until we are able to acquire
the necessary information from our customers. The cost for the database program will be
approximately Tk.2,000,000.
Finally, for consumer promotions we will utilize mainly direct mail pieces. By utilizing
this method we will provide customers with gift cards and catalogs. This will show the
customer that we care about them as well as informing them about our new collections.
The cost for this will be approximately Tk.2,500,000.
REGINA does not have to choose to spend the exact budget amount for consumer
advertising. This is an estimated budget where the purpose is to demonstrate all
possibilities that will help achieve our main goals for reaching our customers

INTEGRATED MARKETING COMMUNICATION TOOLS


Initial investment in the new product lines of different segmented bags will require a
larger portion of the advertising budget. While the product may not be initially profitable,
it will be an investment in capturing the new target market and market share for Regina.
The section below will outline the Integrated Marketing Communications Tools used to
promote and advertise the new cosmetic line.
Budget
Advertising
Consumer Promotions
Personal Selling
Sponsorships
Database Programs
Total
(6 million)

2017
Tk.50,000,000
Tk.2,500,000
Tk.2,500,000
Tk.3,000,000
Tk.2,000,000
Tk.60,000,000

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5.2 Advertising
Advertising is our primary communication vehicle for this IMC plan. Our primary goals
are to build a strong brand image, create brand awareness and to inform future customers
about our unique brand. We also want to establish REGINA brand name in the
consumers evoked set. REGINA is an entirely new and unique baggage brand.
Therefore, we need to ensure that our advertisements are consistent, creative and very
effective. By placing effective advertisements in several media we will be able to start
reaching our main target market.
Television advertisings will be 83% of our advertising budget. We will start to place our
ads in the beginning of the year 2017. The months will be during January, April, August
and November. The advertising campaign will inform customers about our new bags
brand that is being offered to our market. The three main TV channels will be: Channel i,
Bangla Vision and NTV.
Radio advertising will be 10% of our budget. We will place the radio ads in two main
radio stations: Radio Amar and Radio Foorti. These two radio stations are the most
popular and they target to our specific market. Both stations have as their primary
audience urban Bangladeshis. By utilizing these two radio stations we will be able to
place ads in the morning drive time from 7-9 and also in the afternoon from 4-6.
Our magazine ads will be placed primarily in Ice Today and Daily Star Weekend
Magazine as well as a cover story under Brand Forum Bangladesh. These magazines
target our market very well. We will start placing our ads in January 2017 and continue to

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do so for the entire year. We will also consider other magazines that target this specific
market later throughout the year. Additionally, we will begin to place our ads in
magazines that target our primary markets in order to start reaching our secondary target.
Internet advertising will consist of banner ads that will be placed primarily on different
websites. The three main websites will be bagdoom.com, forever21.com and
bagpackers.com. These three websites have large number of visitors and by looking at
our banner ads traffic will be directed to our website.
5.3 Media Plan
Advertising Budget
Consumer advertising will be 50% of the Tk.200 million budget for Objective One. Of
the Tk.50 lakh allocated for consumer advertising, Tk.2,500,000 will be for television
advertising, Tk.7,00,000 will be for radio advertising, Tk.6,00,000 will be for newspaper
advertising, Tk.5,00,000 will be for magazine advertising, Tk.4,00,000 will be for
Internet advertising and the remaining Tk.3,00,000 on billboard advertising.
Budget
Television
Radio
Newspaper
Magazine
Internet
Billboard
Total

2010
Tk.2,500,000
Tk.700,000
Tk.600,000
Tk.500,000
Tk.400,000
Tk.300,000
Tk.5,000,000

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Media Plan
Our primary objective is to create brand awareness and influence consumers as they are
approaching a purchase decision. In order to develop successful brand awareness we will
use frequency and continuity.
We want to transmit and inform future customers about our unique business concept. Bag
is not purchased on a frequent basis. As a result, it is important for consumers to have
REGINA brand in their evoked set just as they are contemplating a purchase. We will do
so by placing repetitive ads in several medias such as television, radio, magazines, direct
mail, Internet and mall.
REGINA does not have to choose to utilize all media that will be listed in the following
pages. They are part of this IMC plan where our purpose is to demonstrate all
possibilities that will maximize frequency, reach and profitability for REGINA.

Television
For Television advertising we will start to place our ads in the beginning of the year 2017.
The months will be during January (launching the brand), February (Valentines Day),
March (Mothers Day, several promotions will be offered. The advertising campaign will
inform customers about our new bag brand that is being offered. The perfect timing will
be during the morning news during the weekdays, this is the typical time when our main
target are watching morning television while getting ready to go to work or take their kids

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to school. At night will also be a good time for our ads placement because people are
usually watching soap operas or news before going to sleep.
Magazine
REGINA will place print advertisements in different magazines like Ice Today, Stay
weekend etc. These magazine targets our market as well. They try to reach Bangladeshi
men and women from 25-55 years of age who earn from a medium to high household
income. Her main lifestyle will be someone who lies within what is new and
sophisticated. This magazine fits perfectly with the target we want to reach and this is
why it was chosen. By introducing this brand to the Ice Today team we were able to
negotiate a special rate with them in order to place a full-page ad 11 times throughout the
next year for a lower price than what is usually offered.
Direct Mail
Through direct mail we will be able to send catalogs to customers who become
subscribers online as well as future customers that will be part of the client database. This
will enable us to introduce our customer with new collections and designs available.
Aside from the catalogs that will be sent according to the launch of new collections there
will also be consumer promotions for database clients whose birthday is about to come.
Internet
For the Internet REGINA will place banner ads in different websites. These websites
have large number of visitors and by looking at our banner ads traffic will be directed to
our website and consumers will start to become aware of this new product line.

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Radio: advertisements will be placed in two main radio stations: Radio Foorti and Radio
Amar. By utilizing these radio stations we will be able to place ads in the morning drive
time from 7-9 and also in the afternoon from 4-6; trying to reach once again, women that
will be either driving to work or traveling their kids to school. On the other hand, we
have many employees that listen to radio during their office hours as well as people who
are in transition to or from work.

IMC PLAN & BUDGET ALLOCATION


Online:
Regina will have a well developed presence online including mobile applications with
over 1,000 monthly users, a YouTube channel, a Facebook page with over 85,000
Likes, and a Twitter account with over 100,000 followers. To capitalize on this strong
online presence, the visuals, videos and advertisements for the bags will be featured
across all online channels.
Facebook: Incorporate bags image into current Facebook page. Include
promotional videos featuring Sabila and other brand influencers. Additionally the
page will include pictures featuring the makeup and press releases of celebrities
carrying the new product line.
YouTube: Attempt to create buzz around videos to stimulate curiosity around the
line. The videos will be vague and a call to action to visit the website to receive
more information about the line including the ability to buy the product.
Twitter: The Twitter page will include updates on the product line. The face of the
line, brand ambassadors, will promote the line through her account and the tweets
will be featured on the Regina Twitter page.
Celebrity

endorser:

Sabila

Noor

In a quarter of the prior year to the launch of the campaign, Sabila will begin the creative
development of the advertisements, which will include negotiation of a contract
estimated at 5 lakh taka. The photos of Sabila will be incorporated into each media
vehicle of the campaign.

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Product

placement:

The new bag lines will make a product placement agreement with the television seasons
in first quarter. Sabila's image will increase awareness and association between her and
Regina. Product placement in series costs approximately Tk. 200,000 to Tk. 300,000 per
minute per episode. We will allocate Tk. 2 million of the budget to product placement,
which is approximately 1 minute of footage for half of the episodes in one season,
constituting 10 episodes. This product placement will occur in the last 10 episodes so that
the product is top of mind and relevant to the launch of the bags.
Billboards:
Four weeks prior to the official launch of the Regina we will advertise in four major
metropolitan cities across Bangladesh using billboards. These cities will include Dhaka
City, Chittagong, and Sylhet. The advertisements displayed on these billboards will act
as teasers, hinting at the launch of a new product by Regina, with the intention of
building hype leading up to Fashion Week- Ice Today. The only text in the advertisements
will be the date of the official launch of the new bag lines so as to build anticipation.
The effect of this advertising, amount to over 10 million impressions over the time
period. The cost for this portion of our advertising campaign, amount to approximately
Tk. 1 million. The breakdown of this cost is as follows:
Dhaka City - Tk. 90,000 for six billboard ads, Tk. 28,000 for airports
Sylhet - Tk. 20,000 for four billboard ads, Tk.7,000 (contact points)
Other cities

- Tk. 80,000 for eight billboard advertisements

Chittagong

- Tk. 75,000 for eight billboard advertisements

Catalogs:
To coincide with our new product announcement we plan to giveaway 10,000 high
quality 6x9 booklets containing full page photos of the new product line. These booklets
will be included in the typical promotional gift bags, commonly known as swag bags that

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are given away at Fashion Week. The cost to print these booklets will be approximately
Tk. 1,000.
Magazine Advertisements:
Full page, color advertisements will be printed in all major fashion magazines which
Regina will advertise in. Print ads will be consistent in message and imagery and will be
uniform across all communication channels.
Samples: Offer free samples to priority customers and with in-store purchases.
Additionally samples will be given out in special bags given out during Fashion Week.
Hopefully recipients will give powerful, free WOM advertising.

In closing, the initial investment in the Regina product line will require a large initial
investment in development, advertising, and promotion. However, it is a natural and
strategic move for the brand and will allow Regina to maintain a competitive edge in the
luxury industry while capturing market and wallet share from competitors.
5.4 Consumer Promotions
The budget for consumer promotions will be used for the entire year. Since REGINA
offers high-end bags, the consumer promotion will be through direct mail. Each month,
birthday gift cards will be sent out to our subscribers who provided us with information
about their birthday and other general information. The gift card will have a special offer
of 10% off of their purchase online or at any retail store that offers REGINA baggage.
This method will be very effective because it will show the consumer that we care about
them. This will also invite the consumer to visit our webpage or retail stores where our
products would be carried and to introduce them with our new designs.
Aside from the gift cards, invitation cards will be sent along with the catalogs in order to
have our subscribers invite friends and family members to join the REGINA community.
This will be sent during the months of July and November in order to promote the
Holiday season (like Eids and Christmas) by becoming a member of our website. Each
customer will be notified that if they become a member they will receive free catalogs,
gift cards and they will also have the opportunity to donate to charity organizations by

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buying our products. This will have an emotional appeal to consumers during the holiday
season of giving.
Other consumer promotions such as price reductions or coupons would not be a
prominent part of this plan. We offer high-end bags and offering the mentioned
promotions would not be a logical approach. Our image instead is a high quality brand
that offers beautiful bags to a very powerful market.
5.5 Database Management
Database Programs
Collect Data:
Through data collection we will be provided with information for direct mail and Internet
marketing. All information that will be collected will be available from an online
database program in our website. The person in charge to manage all the information
available will be the marketing director and several assistants that work for REGINA as a
marketing team. Information such as age, gender, annual income, lifestyle and email
address that will be filled by our customers who buy anything online or at retail stores.
Aside from general information, we will also ask customers about what influences their
purchase decision such as price, quality, the concept of the brand, etc. We would want to
know if our customers are buying our bags because they either loved our bags as a
fashion statement, or because they were inspired by the business concept. All the
information will be kept confidential at all times and only available to our marketing
representatives who will manage and access everything on the database program.
Data Warehouse:
REGINA will use the data warehouse by targeting customers through direct marketing.
Our system will work in a way that the salespeople have access to important customer
information as they prepare to make sales calls. We will make sure that our internal
salespeople are able to have access to the database when a customer calls to place an
order or deal with inquires and complaints from previous purchase.
Direct Marketing

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We will implement a direct marketing campaign in order to reach our customers


constantly. Our campaign will consist of two methods of direct communication: e-mail
and mail. We know that consumers are being reached and bombarded with direct
marketing material so we will make sure that our campaign is entirely unique and
creative in order to attract the mind of the viewer when looking at our direct marketing
pieces. Through mail we will be sending catalogs to update our customers about our latest
collections or any promotions available. Through email we will also inform our
customers about similar information but with less information. We will continue to follow
our objectives and themes when it comes to creativity.
Permission Marketing
REGINA will provide a subscriber tab on our website in order to obtain information by
asking customers for their email to see if they will allow us to send them information
about our product developments and/or promotions. They can either choose to become or
not to become part of the e-mail list. We will notify them that by becoming an online
subscriber they will have the opportunity to donate to charity organizations and help
people around the world. We also want to collect as many emails as possible in retailers
and trade shows in order to attract customers aside from the online subscribers.
Frequent Shopper Program
We will encourage our customers to continue to buy our products by placing continuous
advertising and by inspiring them to carry beautiful bags for a meaningful reason.
Through our advertisements we will always inform about our unique business concept as
well as the several benefits from buying REGINA products. This will inspire customers
to make repeat purchases because they will feel happy to make donations to charity
organizations.
5.6 Sponsorship, Cause-Related, and Green Marketing Programs
Sponsorship Programs
For sponsorship programs we want to enhance our company image in order to help our
firm develop closer relationships with prospective customers. We want to match our
target audience by sponsoring charity events primarily. In the future we would also like to
sponsor a variety of events related to social causes. We will be presenting a unified

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message to our main audience in order to project a positive corporate image and create
brand awareness.
In all these events we will make sure it fits with our corporate image; this is why we also
choose to sponsor fundraising events such as, concerts of local singers, fashion shows by
having the models carry REGINA purses and bags and finally, restaurant openings in
Dhaka. The main goal is to gain profits that will be later donated to non-profit
organizations.
Our catchy phrase will be: Catch the REGINA spirit and be part of it! We will place the
REGINA symbol around the event in big posters and we will also give away pins with
our company logo. We want to make sure that we put our website address in every piece
we give out in order to begin to build traffic in our website and begin word of mouth.
5.7 Alternative Marketing Programs
Personal Selling - Consumer
We want to ensure that the sales people from the retailers have the required knowledge,
background and experience in order to develop high quality customer service when
selling our products. The salespeople should be trained in order to provide customers
with information about our company and the whole background reasoning for this new
brand.
We will be checking on a bi-monthly basis inventory and sales in order to make sure that
everything is on track. Additionally, we will be placing additional information on posters
and POP displays in retailers as soon as new collections come out.
REGINA will also offer incentive programs to our retailers. We will provide the
salespeople with REGINA bags. This will encourage each sales person to provide our
customers with a high level service and at the same time the opportunity to show our bags
through the sales person that is in charge of selling our products.
Since there is no personal sales team for REGINA; the people who will be in charge of
selling our products will be the salespeople from each retailer. REGINAs goal is to be
able to open a store in the future in order to provide our future salespeople with unique
uniforms that will represent our store with elegance and high-end brand.

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6.0 Integrated Marketing Communications Objectives Two (Distribution Channel)

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Our objective will be to encourage our distribution channel members to carry our products and to
provide information about our company to potential customers. Hence it is important to engage from
middle to high-end retailers such as Shwapno life. This is a traditional distribution channel that will
be in charge of attracting customers into the store. The main goal is to be within the purchase choice
and shelf space of the retailers and to increase sales volume and market share. This will give Regime
the opportunity to position itself as a high quality brand
We will use selective distribution outlets by selecting different geographic locations in entire
Bangladesh.
6.1

Objective Two Budget

The budget for developing distribution channel for 2010 will be a total of TK 452,000. As shown
below in the table and graph; the largest portion will be spent on trade promotions, budgeted for
approximately TK 180,000. These funds will be spent primarily on retailers (super shops) that will
display our products. For advertising we will utilize trade journals, direct mail and the Internet that
will cost Tk.110,000. We will also spend Tk.150,000 for personal selling. Finally, for the Internet we
will spend approximately Tk. 12,000.
This overall budget provided below will allow us to start initial distribution and recruit channel
partners. This is estimation where the purpose is to demonstrate all possibilities that will help achieve
our main goals for distribution

channels.
Advertising

Tk.110,000

Trade Promotions

Tk.180,000

Personal Selling

Tk.150,000

Internet

Tk.12,000

Total

Tk. 452,000

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6.2

Advertising
Several theoretical frameworks can be used to develop an advertising campaign. One is
the hierarchy of effects model and the other is a means-end theory. Following the
creative brief, the means-end chain will be discussed.
6.2.1. Creative Brief - Distribution
Objective: To generate shelf space for stocking Regime Handbags line into middle to
high-end retailers in order to increase sales volume and market share.
Target Audience: These targets are middle to high-end retailers that sell mid-high quality
certain fashion statement products such as clothes, accessories, shoes and handbags. All
these retailers will be willing to know how adding Regime product line will benefit their
business.
Message Theme: The primary theme is that Regime will satisfy individuals who are
looking for classic taste with a modern and unique design they carry on a daily basis. For
the distribution market, the theme is carried one step further to include the distributor as
an important link to that customer.

The Support: Regime not only sells Quality handbags but a unique concept with the
brand that wants to sell specifically to upper end society living in the Bangladesh.
The Constraints: There are already several foreign handbag brands selling to the same
distributors. Therefore, the distributors may not want to sell more handbags.
6.2.2.

Means-End Chain
Means-End Theory suggests that advertisements should contain a message (means),
which leads the consumers to a desired end state (personal values).
Product attributes

Benefits

Personal Values

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REGINA

Modern
Exclusive
Stylish
Local product

comfortable,
satisfaction, good taste

social acceptance,
self fullfilment

comparatively cheaper

sense of

belongingness

6.2.3.

Various sizes

than foreign brands


choices, tasteful,
comfortable

happiness, pleasure

Diferent colours

Advertising appeal
We will use a cognitive message strategy because we want to focus on our products
attributes and benefits. We will also utilize our unique selling proposition in order to be
able to show REGIMEs unique advantage (local product & cheaper compared to foreign
brands) over other handbag brands and because of our unique and modern designs
appealing to a wide public. This strategy will be conveyed through a rational appeal, by
doing so REGIME will be able to support the brand through meaningful facts.

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6.3 Media plan


7.

REGIME wants to reach several distribution channel members to carry our products. This

will require extensive advertising as well as the use of several media. In order to do so, we will
select three major advertising media: trade journals, direct mail and Internet.
8.

The trade journals should be advertised before the launch of every collection according to

the different seasons of the year. It is essential to place higher amounts of advertisements JuneJuly right before the EID collection is launched. By doing so, we will hopefully achieve high
sales during the Holiday season right before December
9.

Direct Mail pieces will also be part of this strategy as well as the Internet by utilizing

once again continuous advertising before the launch of every collection, especially during the
months leading up to the holiday season. As a result, REGIME will be able to reach major
distributors that will encourage them to carry REGIME handbags
6.4 Trade Promotions
10.

The budget for trade promotions will be $180,000.It will be used for trade shows and

POP (Point of purchase) displays. Since REGIME will be launching in the beginning of 2017, we
will be attending several trade shows/fairs in order to start initial distribution and recruit
channel partners. By attending trade shows/fairs we will discover potential customers and begin
to build strong relationships with our distribution partners. We also want to introduce ourselves
as a strong brand image by informing future buyers about our unique business concept and the
line of handbags we will be offering.
11.

Aside from the trade shows, REGIME will also utilize Point of Purchase display that

will be located in retail stores in a place where it can be noticed. Since POP displays serve as an
important aid to retail selling, REGIME will use this trade promotion in order to develop brand
awareness. This is also a high effective tool for increasing sales, since 50% of the money spent at
mass merchandise stores is unplanned. REGIME wants to create awareness by putting POP
displays that will grab the eye of the consumer while walking around the store.

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7
8
9
10
11
12
13
14
15
16
17

Chapter 7.0 IMC objective three (B2B)

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18 This section was discussed about how we will be performing our IMC in the
perspective of business to business.
19 7.1 Objective three budgets
20
22
24
26
28
30
32
34
36
38
40
42
44
46
48
50
52

Elements
In person trade shows and events
Email marketing
Print advertising
Direct mail
Digital advertising
Content marketing
Website
Direct marketing
Agency fees
Digital events: virtual events, video
Public relation
Promotion/sponsorship
Telemarketing
Corporate social marketing(CSR)
Total

21
23
25
27
29
31
33
35
37
39
41
43
45
47
49
51

Amount TK
50,00,000
2,00,000
5,00,000
50,000
10,00,000
5,00,000
1,00,000
2,00,000
12,00,000
4,00,000
5,00,000
35,00,000
6,00,000
20,00,000
TK 40 million

53 Revenue:
54 We are planning to make a break-even point in the 4th year of our operating cycle. The
revenue values are estimated by forecast and demand pattern of handbags in our
country.
55 year
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1
2
3
4
5

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Yearly unit sales


500 bags
1400 bags
2300 bags
3100 bags
4000 bags

74 7.2 Advertising objective of B2B:


75

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Yearly revenue
25 lacks
50 lacks
80 lacks
1.5 million
2 million

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76
77
78 The first objective of our B2B advertisement is to create awareness among customers
about our product and help them gain knowledge from it.
79

80
81 This figure helps us to analyze the importance of different types of B2B promotions.

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82 The other point to make by way of an introduction is that promotions have different
objectives at different times in the product life cycle. At the beginning of the life
cycle, promotions are designed to build awareness and establish the credibility of
products and in later years the promotions have to sustain demand. Any consideration
of the campaign effectiveness of promotions must have the objective of the promotion
in mind.
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92 Figure 3 - The Role Of Communications In The Product Life Cycle

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93

94 Creative brief:
95 Client

Client

contact

information:

Name, phone number and email address for the person or the team on the client side.
96 Project

name

Regina: world class handbag

and

description:

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97 Prepared
Name

by:
phone number

98 Nahajul Hedaya

01711234567

99 Naima Rashid

01578694632

100
1. Background / Overview:
101

We are launching a new brand of handbag name Regina. The marketing


problem is the rapid rise of brands like Method that are capturing a younger market.
Our business goal, therefore, is to create a product line that will appeal to this
generation of new consumers.

102

Our creative team has been assigned the lead product, "Regina." This is a rare
opportunity to build a new brand from scratch.
2. Objective: what is the goal of the ad or campaign?

103

The primary objective is to persuade the audience to buy and use our handbag
Regina, as well as to create and characterize this new brand.
3. Target audience: who are we talking to?

104

An audience profile is more about how real people think, feel and behave than it
is about numbers and percentages. The aim here is to paint a portrait of the audience -

a verbal picture that the creative team can talk to and visualize.
105
We are looking primarily at urban women, 18 - 34, with household incomes over
50K per year. But the most important fact about this audience is that it is evolving,
with race and ethnicity reflecting the increasing diversity of the BD population. The
magic word is "multicultural."

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Appeal: we will be using sex appeal, rational appeal and humor appeal for
B2B promotions.
Message strategy: since our product is a handbag we will use cognitive strategies
to reach our consumers telling them about the attributes and benefits of the
product. Under cognitive strategy we will use preemptive messages to claim
superiority based on Reginas specific attributes. We will also use USP-unique
selling proposition for our message because we have a uniqueness that is LED
light in the bag that makes us unique from our competitors. This will include
comparative advertisement too for our handbags.
Executional framework: Among the 8 executional frameworks we will be using
testimonials for TVC and fantasy for radio promotions. Testimonials are very
successful for B2B sectors and it adds credibility to the claims being made.
Spokesperson: For B2B advertisement we will hire young ladies of our
generation like Sabila Noor or Shartaj for endorsement. The cost of hiring them
will be around 5, 00,000 taka.
106

7.3 Media plan

Marketing analysis:
Market

share:

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Current

sales:

107

Advertising analysis:
Media strategy: TV, radio, email, social media like Facebook, twitter,

109

LinkedIn, magazine, print media like leaflet.


Media schedule:
In a morning newspaper leaflet will be provided on weekends
In a morning wakeup radio station
Radio played during office hours
Computer sites during office hours
In magazines read during evening
Internet sites during leisure time
Posters in shopping malls, dining and entertainment venues.
108

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Chapter 8: Selecting Traditonal Media For The Advertising

Campaign
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This will be for our promotional campaigns to encourage ladies to buy our handbags.

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Regina is
want to look classy elegant at the most affordable price!

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145

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149

Regina and its uniqueness adorn the user to be a


stand out in millions!

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153

for

those

who

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Regina provides you the comfort to reflect your elegance!

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Regina is the friend in need 24x7- A carrier full of promises!

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Regina being the definition of class, elegance, uniqueness and comfort- all in one.

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Affordability and light to carry with enough space

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Your companion in the journey of life, pacing with euphoria and elation all together
Regina.

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207

Conclusion:

208

A true integrated marketing communications plan is the development of marketing


strategies and creative campaign that weave together multiple marketing disciplines and
executed to suit the particular goals of the brand. This plan integrates all forms of external
contacts in one message that will help our brand Regina grow. The objectives included in this
plan can be efficiently measured and the tactics are well researched, thought out methods to
improve the branding and positioning of the product.

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