SETTING THE PREMISE

TASK OBJECTIVE Launching New Pen In The Market As The Product Of The Thriving Brand – “Good Luck”
BASIC ASSUMPTION Create sustainable system to help new GOOD LUCK PEN grab good portion of Matador’s market share

CRITICAL SUCCESS FACTORs in the Pen-Stationery Market

Efficient Branding
Product Uniqueness
Efficient and Effective Distribution

Assuming the fact that GOOD LUCK PEN, as a brand will have access to
Critical Success Factors 2+3, we are going to focus on Factor 1-
MARKET MATADOR is the “Building An Effective And Strong Brand – To Help The Brand Survive In
INSIGHT market leader This Saturated Market In The Long Run”
 TARGET GROUP IDENTIFICATION
Psychographic Profiling Of Potential
TG 1 – CONSUMER SEGMENT TG 2 – COMMERCIAL SEGMENT Customers From TG 1 & TG 2
PERSONAL USE: HOME / ANYWHERE WORKING + EDUCATIONAL INSTITUTES

Comfortable
Students Shops Offices Schools writing
Primary Primary
Buyers Different Buyers Coaching Easier
Houses Small users
Institutions Centers Hold/Grip

Influencers Influencers
Attractive
Word of Sales Force Channels Look
Retailers
Mouth
Retailers Distributors
Lasts
Frequent/necessity buyers. Students prefer Necessity buyers. Prefer most comfortable writing Longer
comfortable writing pens pens along with classy look for uses in different
Effective branding efforts coupled with using right situations Usable
channels to reach the primary buyers and Monetary incentives and indirect trade marketing In all
influencers will increase market share efforts to please the distributors will yield sales places
 THE BRAND

Good luck লেখ ো

Legacy pen
নিখের ভনিষ্যৎ
Brand Name Brand Logo Brand Tagline

Brand Philosophy
Legacy pen acknowledges the people who write about the injustice in modern day society. These are people
who set down reformations and changes to flaws in our community without being dissuaded by the
repercussions. Citizens who have paved and will pave the way to a brighter and prosperous future for the
nation. Ordinary people who have left a positive mark and in the process created their own legacies.
 BRAND VISION
BRAND GUIDELINES STATEMENT
We aim to provide our customers with the best quality pens that offer them the most comfortable experience along with a sleek, attractive and
classy product
GOOD LUCK LEGACY also acts as a symbol of a more upheld and educated society, reflecting values of one’s determination, motivation and
persuasion to build a legacy. We, at GOOD LUCK LEGACY envision a society in our country where people will overcome their barriers for a
educated and moral society and will be actively engaged in giving their creative mind a written form which will remain as a LEGACY

LOGOS TYPE FACE

NORMAL FORM INVERTED FORM

SHINE BRIGHT
COLOR PALLETE

NORMAL FORM: The white background represents prosperity and growth,
while the black represents the color of the ink that is supporting the growth.
INVERTED FORM: The black background represents struggle and
obstacles while the white symbolizes opportunity in the faces of adversity
BRAND HERITAGE
GOOD LUCK is a brand under RFL. RFL has been responsible for
bringing out mass market products and has been able to make a name for
itself with the vision of : “Improving livelihood” With that pedigree in
mind RFL has now focused on the stationery market.
POSITIONING STRATEGY BUILDING

COMPARING MARKET POSITIONING OF EXISTING BRANDS

Brand Product Quality Product Features Higher Order Values

Matador
Econo
Alpha
Linc
Olympic

WHAT AR WE DOING?

In a market dominated by mostly homogeneous offerings, people are mostly habituated to product-
related branding efforts that have been the norm of the industry since the beginning. We, therefore,
propose a branding and positioning strategy that veers clear of the status quo and incorporates higher-
order values into the brand and rivets the consumers’ attention to the values the brand stands for
 POSITIONING STRATEGY BUILDING
BRAND POSITIONING STATEMENT
GOOD LUCK LEGACY provides the responsible, upstanding citizens of Bangladesh with the value that writing is
the painting of the voice, the art of giving life to one’s idea, the tool for raising voice against injustice of the society
and the tool for this is a Fine Quality Comfortable Grip Pen
GOOD LUCK wants to characterize good values and product excellence that leads to a history of rewarding our
good customers with superior quality

THE RATIONALE
SAMPLE COMMUNICATION MATERIAL

Incorporates the vision of an Upheld Educated Society

Brand message empowers consumers to take up writing

To give voice to their thoughts

Appeals to the inner self of Consumers

Makes the brand “More than just a pen” লেখ ো নিখের ভনিষ্যৎ