NAME

KAINAT RAMZAN

CLASS
BBA-3

PROJECT OF
Principal of Marketing

SUBMITTED TO
MISS HINA

EXECUTIVE SUMMERY :
This plan outlines communications tactics that will be used to create a perception and awareness
of our product which is LAVANDE body spray with a tag line “MOTION OF ATTRACTION ”
LAVANDE body spray would be available to almost all possible urban areas. We have decided
to set a premium price for the product so that we can maintain our quality. We will offer bottle of
150ml which will cost 390 tk. We are targeting the higher class and higher middle class people
between 16-35 Who always represent himself as a cool and smart guy. We want to promote our
product through television advertisements, sponsorship, and public relation. Our tag line is to
aware people and makes an image in their mind about the product by using these promotional
tools.

Table of Content

1. INTRODUCTION

2. BRAND INDENTITY, TAG LINE AND LOGO

3. BRAND POSITIONING

4. BRAND PERSONALITY

5. TARGET AUDIENCE

6. SITUATION ANALYSIS

IMC PLAN
1. Environment Assessment ------------------------------------------------------
2. Consumer Assessment -------------------------------------------------------------
3. Strategic Marketing Mix ---------------------------------------------------------
 Product Price
 Distribution
 Communication
 Point of selling
 Advertising
 Public relationship

4. OBJECTIVES

5. CONCLUSION
Introduction:
Body spray is a perfume product. Bangladesh is a superbly big market for import of body spray.
Our country is a very hot country that’s why people face the problem of body musty. After bath
many of people tend make use of a series of body perfume and then its skins will be maintained
wet as well as can allow off comfortable smells. In addition there are some anyone will Choose
to wear body musty previous they stop by virtually any interpersonal occasions, especially with
hot summer time our body may sweat a lot. Body musty additionally called aerosol deodorant
which is to be supposed to double else where on the body together with ones armpits. Body
musty usually is lighter with strength than cologne generally less expensive along with providing
Just as deodorant.

Body spray can help to kill the bacteria that causes odor when we perspire. As it is a more
natural process to aloe our bodies to sweat making more sense for us to use body spray.
Aluminum-free underarm body spray plays a very important role in keeping us clean and fresh.
Besides we can also see that to use the body spray seems the most efficient way if you find your
body smelly. Just spray it on the smelly parts and you will find the function is immediate. . The
name of our body spray is LAVANDE. It has strong smell and it is a long lasting body spray.
This body sprays make u attractive. In the summer people need this kind of body spray because
they want to control the body musty.

BRAND LOGO

BRAND NAME
 LAVANDE

BRAND POSITIONING:
 Naturally there is an art to positioning a brand. Positioning a right way a brand to tide up the new
customer of brand but in the wrong way it can ham per a brand. As consider our body spray LAVANDE
is a new brand in our country and also it’s our homespun product. So setting a place in consumer mind is
too much important for our brand So our body sprays LAVANDE mainly removing odor from body and
make a manly imprecation to others. It has strong and long lasting smell which can make men fresh and
energetic to the others. LAVANDE is a new fragrance for the modern man who is seeking strong
sensations

BRAND PERSONALITY
Brand personality is what the brand is live or dies for. It is a set of human characteristics
associated with a brand. Personality is how the brand behaves. Brand Personality, like human
personality, is both distinctive and enduring. Both are built over a period of time. LAVANDE is
a unique body spray that combine with the seductive fragrance which with effective deodorant
protection. So our LAVANDE’s personality is

 Dependable
 Masculinity
 Cool
 Modern
 Prestigious

TARGET AUDIENCE
We segmented our market in demographic and psychographic segmentation that help to figure
who will be our actual target audience. 10 So in psychographic segmentation our target audience
is mainly social class people who are always love them to present them in innovative way in
front of others. So considering the social class our product LAVANDE target audiences are
mainly upper middle class and higher class people as we have priced our product high which can
help customer to justify our product from others. Because people believe that” high price
products are good product” they justify product quality with price In demographic segmentation
our target audience will be the age of 16-35 years old and from them most of them are urban
young people and urban executives. Sometimes Women are a big part of product buyers and
decision makers. Many women choose the personal care products for their boyfriends or
husbands.

SITUATION ANALYSIS
LAVANDE is new in Bangladesh. Although we haven’t any experience compared to the other
Perfume brands, LAVANDE has already created a category of Perfume in the Bangladeshi
market.

IMC PLAN

ENVIRONMENTAL ASSESSMENT
In our country there are no cultural and political issues which affect LAVANDE Body spray.
People simply love to use Body fragrance to make them attractive. Our product LAVANDE
Body spray price to its target customers is quite purchasable. As a social issue our target
audiences are young generations which are socially interacted with each other.

INDUSTRY ANALYSIS: LAVANDE Body spray has competitive advantage through its
competitors. Their competitor doesn’t have any positioning to their target audience where
LAVANDE will try to build a image toward the customer. In this competitive environment there
are so many brands like AXE, KOOL, FOGG, ADDIDAS, NIKE, NIVEA etc which are
LAVANDE body spray competitors. The core competitors of LAVANDE Body spray are AXE
which is marketed by Unilever and KOOL is marketed by Square Ltd. They don’t however work
on their brand positioning; they only work on sex appeal attributes. However AXE and KOOL
are main competitors of Our Product.

CONSUMER ASSESSMENT
Now –a-days consumers are very conscious on grooming product. As our target audience is
young, they prefer their body spray will ensure a long-lasting deodorant protection & freshness.
The sweltering heat and the extreme humidity are common to our climate condition. Sweat starts
to release spontaneously and soon makes it uncomfortable presence felt all over. The body odor
13 becomes a real turn-off for most when may least expect. The deodorizing effect of this spray
will keep consumer chin high all the time. Our target customers interested on Very good smell
and long lasting protection and freshness which all can provide by LAVANDE Body spray.

STRATEGIC MARKETING MIX

PRODUCT: Our main product is a body spray for male which contains a smell of a unique
fragrance with a long lasting durability. This can present them to others as cool and smart guy.
The quality of product is high as we are targeting the higher middle class and the higher class
people. so we come up with a good quality product so that people sticks to our brand for a long
time.

PRICE: We have decided to keep the price range from 350 BDT contain of 150ml. As we are
directly competing with Axe, Nivea, Fogg and other brands we need to come up with a price
which shows that we are going to provide them with quality product and build a trust to our
brand. As the people of our country have this perception that if the price is low the product’
quality must be bad and if the price is high that means the product is of good quality. Moreover
to compete with foreign and domestic products in the market we need to set a up high price
which can build a image on the consumer mind.

DISTRIBUTION : As we mentioned our target audience and customer are higher class and
higher middle class people. So they are mainly belonging from urban area. So in urban area we
will follow intensive distribution system to reach our customer. Intensive distribution aims to
provide saturation coverage of the market by using all available outlets. For our product, total
sales are directly 14 linked to the number of outlets used. In other thing in body spray, if one
brand is not available, a customer will simply choose another brand that’s why we use the
intensive distribution process.

COMMUNICATION: In every marketing plan communication is a big part of a plan and so

for ours. We are using some selective communication tools which can help us to communicate
with our customer and we also give them specific knowledge about our product. It’s not only
help to increase our sales also to help to create a image in market.

COMMUNICATION TOOLS

POINT OF SELLING/ PACKAGING:

The point of sale for products and services is an important focus for marketers because
consumers tend to make purchasing decisions on very high-margin products or services at these
strategic locations. Point of sale and packaging encompasses all the communication devices and
marketing messages found at the place where the product is sold. POS influence customers to
buy unplanned purchases. POS materials include signs, posters, displayed a variety of other
materials designed to influence buying decisions at the point of purchase. LAVANDE main
objectives is creating Brand image and create awareness to the customers. it helps to achieve
LAVANDE’S promotional objective.

Advertising: Advertising is the activity of attracting public attention to a product or business,

as by paid announcement in the print, Broadcast or electronic media .Advertising has a greater
ability to reach a large number of people. LAVANDE Ad makes contact between advertiser and
the target audiences. Our primary message will be to reach the customers.
Marketing Public Relations: Public relation encompasses set of activities intended to
enhance the image of the marketers to create goodwill. Public relation tries to influence people’s
attitude towards the company or products. LAVANDE can gain its objectives by sponsoring
Cricket Tournament, Tree plantation project etc.

OBJECTIVES
Since it is our new brand our communication objective will be to create perception about our
brand and to increase consumer’s understanding of the brand benefits. Our selected media mix is
the perfect combination to achieve our goals. For this perception-creating purpose we use media
such as newspaper, television, radio, social media, digital advertisement and billboard
advertisement. Social media and digital advertisement is important because of the mass coverage
but also the high reach of its impacts. Moreover we can also use TV ad as well.

CONCLUSION:
We expect to grab our target audience and make regular loyal customer base with its features
and attributes. Though our product is a start-up company, it expects to grow quickly and
beneficially. Also, our aim is to achieve and preserve hundred percent costumer satisfactions and
gratitude, for which we are open to both consumers’ disapproval and opinions. We make sure
that everything will go smoothly and efficiently from the minute a good is manufactured till the
moment it reaches the customer. We vary ourselves from our competitors through hard work,
dedication and accumulating to the consumers’ requirements and needs