Final Report on ECONO
Course Title: MKT465 (Strategic Brand Management)
Section: 03
Submitted To:
Sherina Idrish (SEH)
Senior Lecturer
Department of Marketing and International Business
North South University
Submitted By:
Name
ID
Serial Number
Yusuf Imran Redoy
1712330630
18
Md. Ashfaquzzaman
1722255630
27
Sadia Sultana
1722333630
28
Ireen Akter
1713028630
19
Minhazul Hoque Ayon
1722130030
26
Khaldun shahran
1620592030
09
Shihab Sayeed
1722004 030
24
Work Distribution Table:
ID
Name
Yusuf Imran Redoy
1712330630
Md. Ashfaquzzaman
1722255630
Sadia Sultana
1722333630
28
Expo-1-Product, Expro-5Evidence and people
Ireen Akter
1713028630
19
Executive Summary, Part1.1-Existing
TG,
Part-3.6
(Leveraging
brand
association)
Part-3.7 (Brand Audit Strategy),
Conclusion.
Hoque 1722130030
26
Part-1.2(Brand element, Brand Name,
Symbolic
Loge,
Tagline,
Brand
Character, Packaging Idea.)
Part-1.3 (Positioning Strategy.)
Minhazul
Ayon
Serial Contribution
No
18
Part 2 Expo-3 Promotion, Summary
Table, Content Marketing (Content-1,2)
Sales promotion (Content-1,2), CSR
Activity, Referral Marketing, Show
sponsorship, IMC Objective Table,
Media mix Table, Web Site, Appeal and
Execution Table, (New TG PRIZM)
27
Introduction, Part 2, Expro-4- Placement,
Expro-2- Pricing, Overall editing and
compiling the report.
Physical
Khaldun shahran
1620592030
09
Part 2 Expo-3 Promotion- Content
Marketing (content 3,4). Sales Promotion
(Content 3), Infographic Content, SEO
PR, Event Sponsorship. Support Media,
Mobile App.
Shihab Sayeed
1722004 030
24
Part 1.4 (Brand resonance model).
Part 3.8 (Brand hierarchy)
Prat 3.9 (potential level, Brand growth
strategy
Letter of transmittal
To
Ms. Sherina Idrish
Senior Lecturer, Department of Marketing and International Business, North South University
Subject: Submission of Group report on ECONO
Dear Ma’am,
This is the report you assigned us with for our course MKT465. We have prepared the necessary
things needed to help Econo rise up again and capture the Brand value.
Firstly, we would like to thank our course instructor, Ms. Sherina Idrish ma’am for her support
and supervision. Her ways of teaching contributed greatly in making the assignment easy for us
to understand and execute. Without her support, the assignment would basically be stuck in
preliminary fragments.
The group member’s contributions have led to the successful completion of this task. We have
tried our best to complete this report meaningful and properly as much as possible. We do
believe that our hard work will be reflected upon it.
Sincerely,
Md. Ashfaquzzaman 1722255630
Sadia Sultana 1722333630
Ireen Akter 1713028630
Shihab Sayeed 1722004 030
Khaldun shahran 1620592030
Yusuf Imran Redoy 1712330630
Minhazul Hoque Ayon 1722130030
Executive Summary
Econo is a well-known established company in the market in the long run. However, it has lost its
spark in the long run for not adapting to the changing trends in the market. Where re-branding
seems to be a very less fishable solution, we plan to go for new brand extension with the name
“Phoenix”. With this new brand name, we had plan strategies to attract the consumer and create a
brand loyalty by offering everything which they seek and ensuring the presence of perceived value
in the market. We have used proper brand affiliation and resonance with relatable figure which
ensure the sync between the brand and its activities.
Contents
Introduction ................................................................................................................................... 1
Part 1: Developing New Brand Association Package/Brand Positioning ................................ 1
1. Target Market profile (Existing) ............................................................................................. 1
New Target Market profile (PRIZM) ......................................................................................... 2
2.
Brand Element ..................................................................................................................... 3
3. Straddle Positioning ................................................................................................................ 6
4. Brand Resonance Model ......................................................................................................... 8
Part 02: Redesigning the Marketing Program based on the new Brand Positioning ........... 13
5. Marketing Mix .................................................................................................................... 13
Expro 1: Product ................................................................................................................... 13
Expro 2: Pricing .................................................................................................................... 15
Expro 3: Promotion ............................................................................................................... 17
IMC Media Table ........................................................................................................................ 27
Media Mix Table........................................................................................................................... 27
Expro 04: Placement ............................................................................................................. 30
Expro 05: Physical Evidence and People.............................................................................. 32
Physical evidence: ................................................................................................................. 32
People:................................................................................................................................... 36
Part 03: Leveraging Brand Associations .................................................................................. 37
06. Leveraging Brand Associations Strategies ......................................................................... 37
07. Brand Audit Strategy .......................................................................................................... 38
08.Brand Hierarchy ................................................................................................................... 39
09. Future Plan or Potential Extension ..................................................................................... 41
Brand Growth Strategy: ............................................................................................................ 42
Conclusion ................................................................................................................................... 43
Reference ..................................................................................................................................... 44
Appendix:............................................................................................................................... 445
Introduction
Econo is one of the oldest ball pen brands in Bangladesh. Econo is a brand of GQ Ball Pen
Industries Limited. It was established in 1981 as the initial member of GQ Group of Companies.
For Econo GQ Ball Pen Industries emerged as the top ball pen brand of Bangladesh. Econo was
quite famous in the 90’s and early 2000’s. The brand was famous for its quality ball pens within a
very affordable price. The most famous ball pens of Econo were the ECONO-DX, and the
ECONO-FX. ECONO-DX was famous for its unique diamond shape and ECONO-FX was famous
for its smooth writing experience. Back in those time these two ball pens were the go-to pen for
the student to the professional. The head-office of Econo is situated at Mogbazar, Dhaka,
Bangladesh.
Part 1: Developing New Brand Association Package/Brand Positioning
1. Target Market profile (Existing)
Segment
Geographic
Lower
to
mid Area: Rural areas
Economic Class
Location: Upazilla
Demographic
Age: 6 to 40
Gender: male and
Female
Monthly Income:
2500-10000
Education: In school
or college
Occupation: Student,
clerk, Shop owner.
Psychographic
Social Status: lower
Social
Economic
Class
Personality:
Followers,
Optimistic.
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New Target Market profile (PRIZM)
2|Page
2. Brand Element
Brand Name: Phoenix
It is a symbolic name mythical bird. It is resembling an eagle with rich red and gold plumage. The
phoenix is the ultimate symbol of strength and renewal. As we trying to reposition Econo with our
new brand name Phoenix. Phoenix is a bird which bright, powerful, and unique, this also convey
the same massage for as bold, light weight and uniqueness.
Logo:
Shape:
Basically, it is a shape of a feather on bottom it’s a pen as ancient people use feather as pen. (This
is symbolized as light weight as feather). This is also defining phoenix as it is an enlighten feather
of Phoenix bird.
Color:
Black= Formality (where it would be the companion formal work such as in wedding signature,
Business deal signature and so on)
Golden= Success, achievement. (One of the first things that users attest to is the sheer confidence
that using a Phoenix pen brings to their work or studies.)
Red= Strength, excitement (The strength and excitement one-person feel while writing through
this pen).
Tagline:
Experience the art of writing.
3|Page
Brand Character:
Phoenix bird as a powerful symbol of renewal and rebirth since our brand is rebirth of Econo.
This is our brand character initial is a mythical
phoenix bird, with the representation of cartoon
structure. The structure and its boldness can easily
get people attention. This character can also
attract the minors. The flame on the tell of this bird
symbolized the excitement and the strength they
feel while writing by Phoenix Pen, and the bird’s
standing technique showing the confidence in
itself.
Nebula
Nebula is one of the products to Phoenix (Econo). Nebula promoted with smoother writing for
longer time-periods. It is basically a classic pall pen enrich with elegant look. This is actually a
light weight pen and it is very comfortable to hold. This pen is bold with the ink which helps to
provide attractive writing experience. The stylus is made silver coated fibers which let it move
across smartphone and tablet screens with a lighter touch and resistance than a typical rubber
stylus.
Symbolic Logo:
Types: Ball Pan.
Tagline: “Smoothest experience with Nebula.
4|Page
Packaging Idea:
•
Polished Paper fold box
•
Drawer style
•
Disposable and Eco Friendly
•
Each box carries 5 pens
Crown
Crown is the signature product of the Phoenix (Econo). It is functioned to write signature often.
Made of polished hand touched stainless steel. Every blazer pen is supplied with a special blazer
tankard. Delivery in a beautiful box. It would be give as gift by the attractiveness of pen. This pen
featured with durability. It is a modern pen with classical look. rolling motion of a small sphere
makes this pen special
Symbolic Logo:
5|Page
Types: Ball pen.
Tagline: Not just a Ball pen, Crown.
Packaging Idea:
•
•
•
•
•
•
Luxurious paper box
Preferable for gift
Each box contains one ball pen
Unique look
Eco-friendly
Recyclable
3. Straddle Positioning
Associations/ Nodes
Categorical POP
Competitive POPs:
Variables:
Sizes:
Matador
Linc Pen choice
Bangladesh
Janani-Ball pen
Phoenix
Pen and
Stationery
Ball Pen,
Marker and
stationery
Ball Pen
Ball Pen
Combo pack
With
(6pics-20pcs
pen)
Combo pack &
Single
(6pices-10pcs
pen)
Combo pack
With 20 pics pen
Combo pack &
Single
(5 pcs pen)
6|Page
Product Variance:
Matador Trio
Matador Alltime
Matador HiSchool
Matador Envoy
Matador i-teen
Grip
Target Segments:
Product Quality:
Suburban
middle to
lower
middle-class
people
Fair
Price Range
Linc Pentonic
Linc Glycer
Ball Pen
Linc Ocean Gel
Pen
Linc Signetta
Supertip Ball
Pen
Pentonic Plastic
Linc Ball Point
Pen
Urban
middle to
high class
people
Janani
Chaco Nebula
Chaco Ball Pen
Crown
Janani Doremon
Janani pin-point
High
Urban and
Suburban
middle to lower
income
people
Moderate
Urban and
Suburban,
high class to
middle class
people
High
36tk- 120tk
55tk-850tk
30tk-100tk
75tk-300tk
Years of Experience
23years
45years
14years
40years
(corporate brand)
Special POS (B2C)
Local Shops
Unimart,
Family Bazar,
One Stop,
Local shops.
Local Shops
Wholesale Club
Shwapno,
Local shops
Chaldal.com,
Daraz.com.bd,
Priyoshop.com,
Rokomari.com,
Sindabad.com
Daraz.com.bd
Priyoshop.com,
Sindabad.com,
Evaly.com
Chaldal.com,
Rokomari.com
Daraz.com.bd
Priyoshop.com
Wellconstructed
web site
Wellconstructed &
Weak website
Local shops,
Shwapno,
Unimart, Meena
Bazaar,
Wholesale Club,
Mehedi Mart,
Family Bazar,
One Stop,
Lavender, Bazar
Sharabela
Chaldal.com,
Daraz.com.bd,
Ajkerdeal.com,
Deligram.com,
Priyoshop.com,
Ghorebazar.com,
deliveryhobe.com
Well-constructed
web site and
Mobile app.
Special POS (B2B)
7|Page
Augmented Benefits
Correlational
POPs:
Packaging
PODs: Emotional
developed web
site
Plastic
Packaging
Plastic & paper
box packaging
Plastic
packaging
Paper Box
packing
Eco-Friendly
Low cost with
better quality.
Affordable for
everyone.
Disposable pen
Promoting
Education,
Health Care,
Nationally
Nothing
CSR activity
(Biddaanlondo)
Disposable
pen
4. Brand Resonance Model
Salience: Econo is one of the oldest brands in Bangladesh, its name is very popular, as it was a
prime brand in past, there is a nostalgia vibe about Econo, people still remember the black and
8|Page
yellow pen that was one of the most used pens in 90’s and early 2000. But the generation that has
the memory for the pen is growing old and with the change of time, new youths and generation
arrived for them, Econo is not a well-known brand. For this we will be launching a new brand
under GQ ball pen, which will have a lesser resemblance, as Econo is a brand that resembles
economic savings but this brand line will provide premium quality. For the brand awareness there
will excessive distribution of the product to every area, mostly in Urban areas, as the product will
provide premium quality, also with integrating all the IMC tools, the brand awareness will be
created.
NEEDS
REGOGNISED
Figure 1: SALIENCE
Performance: The most important part for a brand’s success is the quality of the products offered.
The two products that our brand will be launching is Crown, a premium pen and Nebula, a stylish
stylus. The product will increase the accuracy of customer’s typing and swiping on any smartphone
or touchscreen device. This will help teachers to teach during online classes, also students will get
help regarding their answer scripts also many official works can be done using this stylus.
9|Page
Brand Features
and Attributes,
Style and design,
service
effectiveness
Expro
Product
PERFORMANC
E
Imagery: Our main goal is to set Phoenix as a premium brand under GQ different from Econo.
We will be creating a new image on Customers mind, which will portray nebula and crown as a
premium and quality. They will feel a sense of honor for the premium vibe the crown provides.
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1:
USAGE SITUATION
Feelings: The brand will be providing formality, Success, Achievement, Strength and Excitement
feelings to the customer. We want to be accepted by the customers as Econo was accepted initially.
Judgement: The brand is the first local brand to launch this stylus, which will be distributed
everywhere and will be a better quality than the Chinese products, and in a much lesser price.
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Superiority,
Price
and
Distribution
better
than
competition
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Part 02: Redesigning the Marketing Program based on the new Brand
Positioning
5. Marketing Mix
Expro 1: Product
Econo really helped GQ Ball Pen Industries to stay ahead in the competition for its affordable price
and superior writing experience. It was really famous back then and considered as the main ball
pen to use for, but after 2012 the brand stared to experience some turbulence and started losing the
market share, while experiencing sells drop by 64% (The Business Standard, 2021).
To turn around the situation we’ve decided to launch some 2 new special products under the
Phoenix Brand.
Crown is our first product which comes under the Phoenix brand. The name says it all. It is the
most premium and expensive product of GQ Ball Industries. Though is mainly a signature pen,
but if anyone wants, they can use this pen to use on other purposes as well.
5 levels of product of Crown:
1. Core Product: Crown is basically a signature pen.
2. Generic Product: Crown is a premium signature pen which will be made of quality materials.
The signature experience of Crown will be absolutely stunning as the tip of the pen will be made
of state-of the art technology and the ink will be totally premium.
3. Expected Product: Crown is for those customers who are looking for premium quality
signature pen. We give signature in many important and exciting moments. To make that moment
more special the premium quality of Crown will play as a catalyst. It will catch the eye of everyone
for its stunning elegant look. It is a perfect choice for the ones who want to have a premium
signature pen.
4. Augmented Product: Crown will me made of premium wood and stainless steel which will
give the pen a premium elegant look. The ink of the pen will be high quality as it will feature
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“Japanese Ink Technology”, which means the ink will dry instantly on any kind of paper. This pen
will give the users a premium vibe and feel them honored.
5. Potential Product: We know now this is the era of technology. Almost every day we can see a
new technology or the old products are getting new touch of technology. To keep that in mind we
have decided to add a digital feature in this pen in the future if we can see the demand. We will
add a digital microchip in our Crown pens. It will allow the pens to get connected with mobile of
PC via an app. From that app one can see their writing speed, writing pressure, temperature. An
unique feature will be added by which a user of this pen can instantly turn any writing to PDF,
without taking a picture of that document.
Nebula is our second product which comes under the Phoenix brand. This is a 2 in one pen. The
pen will have 2 functions. It will be used as a day to day normal ball pen as well as it will be used
as a stylus. Surprisingly this 2 in one pen will have a very cheap rate.
5 levels of product of Nebula:
1. Core Product: Nebula will be a day to day to use ball pen.
2. Generic Product: Nebula will be perfect pen for every types of customer who want to use pen
for any kind of writing work. It will be a durable and comfortable pen, which will provide a smooth
writing experience.
3. Expected Product: Nebula is for those kinds of people who are willing to have a comfortable
and smooth writing experience. Nebula will be a light weight pen which will really feel
comfortable in the finger tips and the ink will be a high-quality ink so that it provides writing
experience without any lagging.
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4. Augmented Product: Nebula is a 2 in 1 pen. It can be used as a regular ball pen and at the same
time it can be used as a stylus. So it is a perfect combo for the people who want to have a smooth
writing experience with a ball pen and want to use a stylus for their touch devices. The pen’s body
will be made of high-quality plastic resins. The ink that will be provided in this pen will have the
“Fast Flowing Technology”. It will allow the pen to provide a fast-writing experience for the users
without any lagging. Beside the stylus part of the pen will be made of silver coated fiber. This will
enable the users to use the stylus on their touch devices seamlessly.
5. Potential Product: Initially the pen will come in 3 ink colors: Black, Red and Blue. But in
future on basis of the customer demand we may include more ink color variants for the customer
who love colorful inks.
Expro 2: Pricing
Under Phoenix we mainly have 2 products which are Crown & Nebula. Crown is our premium
quality signature pen and Nebula is our 2 in 1 day to day use ball pen which can be also used as a
stylus.
Pricing Strategy for Crown:
We have done an online survey regarding the pricing of our premium quality signature pen Crown.
We can see in the survey that 45% people agreed and 15% people strongly agreed that BDT 300
is a good price for Crown. As this pen is a premium quality signature pen it created a perception
in the mind of the normal people that, it is going to be superior in quality and they will feel
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luxurious if they get one. Keeping this in mind we have decided to use “Value Based Pricing” for
this product. This product is specially targeted for the people who like luxury and quality, so we
will use premium quality wood and stainless steel along with Japanese Ink Technology. So we
have decided to keep the price of Crown, BDT 300.
Pricing Strategy for Nebula:
We have also done an online survey for our 2 in 1 stylus ball pen Nebula. In the questioner we
wanted to know whether 15 BDT is a good price for Nebula or not. A staggering 52% people
strongly agreed and 33% agreed that 15 BDT is a good price Nebula. In Bangladesh there is no
local manufacturer who provides a 2 in 1 stylus pen currently in the market. There is some lowquality Chinese brand which we can find in the market around 20-25 BDT price range. So, we
have decided to use penetration pricing strategy. So that we find the spotlight in the market and
create a buzz. So that is why we have decided to keep Nebula’s price BDT 15 initially.
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Expro 3: Promotion
Econo is a well-known brand in Bangladesh under GQ Group of companies. Though it was not
doing in today’s market. to recover this situation, we rebranded Econo and the name of it is
Phoenix. We’ll use different IMC tools for the promotional purpose.
Summery Table
IMC tools
Content marketing
Sales promotion
PR activities
SEMs
Content 1:
Act, Think
Content 2:
Think, Act
Content 3:
feel
Content 4:
Act
Content 1: Buy 05 get 01
RM
1:1 Interactive
Media
Content 1: FB
1:1 Interactive
Content 2: Snapchat
1:1 Interactive
Content 3: Magazine
1:1 Interactive
Content 4: Instagram
Permission
Content 1: Social
media/app/website
Content 2: website
Content 3: Mobile app
Content 2: 10% discount permission
Content 3: Reward point- Customized
act and think marketing
Launching event: Nebula
Product introduce by
Ayman Sadiq
Facebook
Explanation:
Phoenix’s
Promotion through IMC
Content marketing
Sales promotion
PR Activities
Content marketing:
For content marketing we’ll be use different media including Facebook, Instagram. snapchat,
magazine, mobile app, website and so on.
Content: 01
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Platform:
Facebook
On Facebook we’ll run some interactive contest like this “Finish the conversation contest”. Here
people can participate by submitting the given task. They need to finish the conversation part from
the static comic style content. The best three will get gift voucher by Phoenix.
In this way consumer can connect themselves with phoenix. Also, they will get to know about our
two product Crown and Nebula. By winning the game and collecting the gift voucher will work as
a good brand salience.
Justification: This contest will run in Facebook. Consumer need to participate this contest only
by Facebook. They need to submit their creative work by direct massage to the Facebook page.
They also need to share the page and mention their friends in the comment section and the result
will also publish on the FB page. It is also kind of Act and think marketing.
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Content: 02
Platform:
Snapchat, Application
we’ll run Mini story contest on snapchat. Here consumer can participate by reply the snap and
they need to write mini story in their snap and send that to our snapchat account. After receiving
we’ll select the best one and that person will get a prize.
Justification: This campaign over the snapchat will connect the consumer and our Nebula product
so much and the result will also publish in the snapchat and the Application. The brand salience
will be great by end of the result. In the period we’ll give offer on our nebula product on application
platform to get more exposer. And there is also QR code in the snap so application can easily
download by audience. It is also kind of think and act marketing.
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Content 03:
Magazine 01:
In the Ice today Magazine, we will advertise a content which will feature our crown brand pens,
the two products under the crown brand. Signature pen from Crown and The limited edition
Wooden ballpen is featured in the magazine.
The customer TG we are focusing on for crown is lifestyle and trend lover urban-centric people.
Ice is a perfect magazine to target our possible market.
Justification: We will run several magazine ads in Ice today magazine of our brand crown. This
is creating a sense of attraction to the brand to our target audience and will eventually end result
will greatly impact brand salience. This campaign associates with Feel marketing.
Magazine content 2:
Nebula Magazine post at Kishore alo. Kishore alo is a kid’s magazine, that is perfect for a target
market for the brand Nebula. The ad is associated with feel marketing with the line “অলরাউন্ডার
কলম হাতে, এগিতে থাগক সবার আতি।”
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Justification: “অলরাউন্ডার কলম হাতে, এগিতে থাগক সবার আতি।” As the line sounds, we
will do this campaign on Kishore Alo kids’ magazine to create a preference and emotional bonding
with customers. This will increase brand trust and increase preference.
Content 04
Platform
Instagram,
Interactive social media post on Instagram with offers and introduction of new products from the
webpage.
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Justification: We will run various direct sale ads on Instagram through various posts and we will
also attract the call-to-action button Installation of our app. Eventually, this will increase our app
user base and the brand salience will be great by the end result. This is kind of act marketing.
Sales Promotion: The promotional tool that stimulates consumer purchasing and dealer interest
by means of short-term incentive-based activities.
1. Buy 05 get 01 free:
We’ll giving Buy five and get one offer for our Nebula product. We’ll give this promotional
offer on the app and also all the e-commerce platform. This will help to build the brand
salience and the online sales will get higher by this Buy 05 get 01 offer.
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2. Discount on website:
We’ll run a short time discount for all our products on website. The amount of discount
will be 10%. The consumer can avail this by purchasing this from the website. They can
also get it by cash on delivery and also by bank prepayment. we’ll post this static post in
Social media platforms.
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3. Reward Point:
Reward points and voucher games are added to the app purchase and web process. So,
customers can win reward points in every purchase. Visitors from the app can also play
games to win exciting vouchers every day.
The reward points and voucher game are part of act marketing and think marketing, the
contents of the app will increase consumer participation with the app. That will eventually
create good brand salience.
Support Media: Support Media is an Off-stream media for mid to large companies (other than
TVC, Radio ads, newspaper/magazine ads, websites, social medias, etc).
Platform
Mobile Marketing through City Buses.
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For support media, we will advertise in DhakarChaka, BRTC buses of Dhaka. As banners, digital
banners are currently not approved by the city corporations, mobile advertising through bus will
be very effective.
Justification: For support media, we will be focusing on targeting consumers out of the home.
The bus advertisement will grab the attention of passerby of the city and will increase brand
preference. This associate with the sense marketing.
CSR Activity:
We’ll run a CSR activity on education purpose with the coloration with Bidyanondo Foundation.
We’ll donate the 05 % of total revenue from consumer purchase to Bidyanondo Foundation. It will
be great for the brand salience. It is kind of relate marketing.
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Referral marketing:
We’ll run a referral marketing over the social media platform. By refer a friend one can easily win
a chance of a smartphone. It’ll help to spread the download count in the app store also help to build
the brand awareness strongly. One random lucky person will get a Smartphone.
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IMC Media Table
Estimated size of the target market: 20 Lakh
Time of the Campaign: 6 months
Estimated Total Budget: 07 lakhs
Specifics
Digital Ad
Personal
selling
Sales
Promo
Interactiv
e
Marketing
PR/
Publicity
Support
Media
75%, 6
Awareness months
70%
6month
70%,2
month
70%,
1month
70%, 2
months
40%, 3
months
Interest
65%, 6
months
50%
6month
60%,2
month
60%,
1month
60%, 2
months
35%, 3
months
45%,6 month
50%
6month
40%,
2month
40%, 1
month
40%, 2
months
25%, 3
months
25%, 6
months
30%
6month
20%, 2
months
20%, 1
month
20%, 2
months
15%, 3
months
20%,6 month
25%
6month
20%,
2month
20%, 1
month
20%, 2
months
10%, 3
months
Evaluation
Trial
Adaptation
Media Mix Table
Type of Sub
Media
types
Platform Channels
s
/ name of
the
publicatio
n
Spot
ad
timin
g
Placemen
t media
vehicle
(name of
the
programs
)
Timin Daily
g of Frequenc
airing y
the ad
Time
Frame
of the
campaig
n
Person
al
FB
10
sec
Phoenix
9pm
to
10pm
6
months
SMM
Phoenix
1
27 | P a g e
Instagra
m
Phoenix
15
sec
Snapcha
t
Phoenix
10sec Phoenix
Mobile
Direct
Super
Marketin texting
shops
g
forms
the
marketer
s
Other
Google
Digital
(website,
search
engine,
email,
etc.
Genex
Phoenix’s 15se
website,
c
App
TV
Duronto
TV
Print
Magazin Kishore
e
Alo, Ice
today
Support
Media
Mini
All Over
Bus, Bus Dhaka
city
Phoenix_
9pm
to
10pm
1
6
months
9pm
to
10pm
1
6
months
6pm
to
7pm
6
months
24/7
6
months
20
min
2
months
3
months
24/7
3
months
28 | P a g e
The message Appeal and Execution style:
Content
Content 01
Content 02
Appeals
Social appeal
Social appeal
Execution style
image
image
Content 03
Content 04
Emotional appeal
Brand appeal
Humorous
Lifestyle
Sources
anonymous
Random
snapchat
users
Magazine readers
anonymous
PR Activities: Public relations is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics.
SEO PR: In SEO PR we have tried to focus on the problem with Bangladesh child education, the
number of dropouts is still high at the primary level. So, we partnered with Ayman Sadiq to address
the message through his social media platform and ours. Ayman will conduct several visits to the
school in various parts of the country.
#EDUFORALL event: We will be arranging an online event as the covid situation is not good
enough for a large gathering, so we will do the event through zoom conference and live on event
and Facebook page of Phoenix and the App.
Justification: As the brand associates with education, we thought to create a PR campaign to
support a national cause that has a deep effect currently. So, we will run a campaign “Education
29 | P a g e
for all project” where we will hire Ayman Sadiq as the brand ambassador to endorse the message
and encourage children in various rural parts of the country. This is a part of Feel marketing and
also relate marketing.
Also, #eduforall event will be focused on the importance of the education and the child labor
situation and the number of children who are forced to work despite governments many efforts
for the disadvantaged children.
Lunching Event: In our launching event our chief guest will be Ayman Sadiq. He will reveal
the Nebula product in Facebook Live.
Expro 04: Placement
Phoenix will have a multi-channel strategy to distribute the products. It means the brand will have
both direct and indirect distribution channels.
Direct Channel:
•
•
Phoenix will have its own website, mobile app and social media sites like: Facebook,
Instagram from where the customers can buy directly from the brand. The brand will have
an own delivery team and they will take the products to the customer’s doorstep.
We can set up our stall in many fairs like: The Dhaka International Trade Fair, The
Chattogram International Trade Fair, Ekushe Boi Mela etc. From these kind of event we
can set-up our own stalls and sell our product directly to the customer.
30 | P a g e
•
Phoenix can also sponsor in different events and have a selling stall there to sell the
products directly to the customers.
Indirect Channels:
•
•
•
Phoenix can sell the products in wholesale price to some well-known stationary distributors
like: Angel Stationaries, Progati Stationary Suppliers, Haroon Stationary, Etc.
Phoenix can also supply their products to the local stationary retailer, general store and
even to the super-shop like: Swapno, Mennabazar, Agora, Unimart, Mehedi Mart, Family
Bazar, Western Bazar, One Stop, Lavender, Bazar Sharabela etc.
Phoenix can also sell their products via different kinds of e-commerce site like: Daraz,
Evaly, Pickaboo, Chaldal.com, Ajkerdeal.com, Deligram.com, Priyoshop.com,
Ghorebazar.com, deliveryhobe.com etc.
31 | P a g e
Expro 05: Physical Evidence and People
Physical evidence: Until we get back to the basic tacks, it’s crucial for customers to know that
perhaps the brand they’re buying from and then engaging with, are genuine and, well, really work
in daily situation. Here, physical evidence refers to anything and everything the clients see while
engaging with the brand.
So, we will interact with consumers by way of:
1. Factory & Headquarter
2. Website
3. Point of purchase
4. Product Packaging
5. Employee T-shirt
6. Use QR code for discount
7. Mobile App
8. Billboard
7. Customer service point
Factory and HQ: This is the picture of Phoenix headquarter and factory. Which is located in
331/2 Tajuddin Ahmed Swaroni, Bara Moghbazar, Dhaka-1217.
32 | P a g e
Website: This is our website page picture where customer will get every information of the
company and also know about online purchasing process. Website link https://yusufredoy.wixsite.com/phoenix.
33 | P a g e
Point of Purchase: In different types of premium shop like Time Zone we will sell our premium
pen Crown which is our point of purchases.
Packaging: This picture shows that this will be our premium pan Crown box. We can try give a
superior look in our packaging for our high-end con
Employee T-Shirt: We will give T-shirt for our employees and distributors.
34 | P a g e
QR Code: The image illustrates that this is our product's QR code. People will get exclusive
discounts by using it.
Mobile App: We will also lunch a mobile app which will easier for our consumer, they can order
online by using this app without any complicated process. Our mobile app will be available for
iOS and android platform. It will also work as a shopping site with tons of feature like games
vouchers and reward points.
35 | P a g e
People: People, like ourselves, apply to the workers and salesmen who perform for the company.
We create a powerful image for our clients as we have exceptional customer service, and therefore
sell the products to consumers. We have planned and provided adequate training to our workers to
ensure a pleasant environment and offer outstanding service to our customers. By using them, we
have helped transgender people.
For our business we will looking for competitive advantage like hiring experienced employee,
teaching the workers to improve their talents, and keeping good employees.
Activity
Recruiting experienced stuff
Description
An experienced employee always a big
opportunity for a company. We recruit
experience stuff who have knowledge about
our company, product, customer needs.
Teaching improves their talents
To ensure a high level of personal service,
every client employee must be educated and
established. Education can commence as fast
as the employee begins working at an
acceptance for a company. For the very first
stage, the induction would include the
employee in the atmosphere of the
organization, and also training his or her on
daily
operations
standard
operating
procedures.
Keeping dedicated and hardworking employee We should have motivated all dedicated and
hardworking employee because of that when
they doing every job, all workers should
embody commitment. To make consumers
happy, employees will continually do work
and give effort and it’s good for our company
production.
36 | P a g e
Part 03: Leveraging Brand Associations
06. Leveraging Brand Associations Strategies
Company: Phoenix is a very popular brand name known by many as it was in the market for a very
long time and people are familiar with it.The brand has built a positive reputation and its clients
have a high degree of recognition. Credibility that Phoenix has created from the very beginning
has really been a major factor for the consideration of brand buying by the customer, even Phoenix
is one of Bangladesh's most trusted brand, it has a strong brand heritage. The company's good
reputation built, high degree of awareness, good brand heritage would build positive brand
connection.
Celebrity Endorsement:
Sakib-al-Hassan is a famous cricketer from Bangladesh. With cricket
from Bangladesh, people of our country are highly emotional and
people also love Sakib for his all-rounder performance and his
character. Our product and character display the emption of him
teaching his daughter using our pen. Since Sakib has a positive
reputation as a person and a good cricketer, people love him and enjoy
every game of cricket. People will love using pen from phoenix and
have the sense of confidence.
Ayman Sadiq will be on of the prime endorser for our extended brand.
As he is a prominent figure in the education industry, adding him to as a
influencer will be relevant to the brand and will attract all the students to
use Phoenix pen.
Sponsorship:
There are many scholarship programs which occurs in Bangladesh, such
as The Daily Star award and Dutch Bangla student scholarship for all the high merited student all
over Bangladesh. We will be sponsoring such events in order to create strong relevance with the
students (Islam, 2019).
Show Sponsorship:
We’ll arrange a show called “গল্পের ঝু ড়ি” which will broadcast in the Duronto tv channel. It’ll be
ten episodes with ten story. It will totally be focused on the school level students.
37 | P a g e
07. Brand Audit Strategy
Questions for Phoenix:
1. Do you find phoenix pen packaging relevant? Yes/No
2. Do you find different color of phoenix pen attractive? Yes/No
3. What is the first thing coming to your mind when you hear about phoenix pen?
(Speed/Durability/Product attractiveness/Other___)
38 | P a g e
08.Brand Hierarchy
39 | P a g e
40 | P a g e
09. Future Plan or Potential Extension
First Plan for the extension:
Avante Color
Left Crayon Middle Diamond Right Pencil 1
Brief Description: For this we will be launching three types of color pencils, one type is Colored
Pencil, Crayon and Oil pastel. This product will be a good source for the art enthusiasts for their
art. This product is for children, artist. Children can capture their sayings and memories through
art, this can be used for mandatory art classes and also general people who likes to draw for their
pastime. This product will be beneficial for customers who have drawing stationary needs, will be
provided in a lower price.
Second Plan for extension:
Crew Tone Marker:
41 | P a g e
Brief Description: The other product will be a marker, markers are used for writing on metals,
plastics, ceramics, wood, stone, cardboard etc. Markers will be beneficial for educational use, for
arts and drawings and also many people can use the marker. From teachers to cartoonist, marker
is the most necessary item for them, also can be used for many other purposes in corporate offices.
Brand Development Strategy:
Strategy: Multi Branding
Justification: Phoenix is the Individual Brands are there are different products using different
brand name under that one individual brand for the difference in type and functionality. The new
extensions have different brand name operating under phoenix itself, so the strategy we will be
using is multi branding strategy.
Brand Growth Strategy:
Strategy: Product Development
Justification: Because Phoenix will be having an existing market and target segment, and the new
products will be launched for the same market, the growth strategy will be product development.
42 | P a g e
Conclusion
As a brand, Phoenix has always been a great name in the pen industry. The light reflected by
Phoenix in the past was dazzling and people liked the smoothness and durability. As this particular
company, Phoenix, started to lose its charm to its clients, our study indicates that in the near future
it will develop its brand reputation and recover its past heritage. We trust that the extensions built
by our team and the tactics we are willing to pursue to sell the goods would show us the outcome
in a very calming way. In our study, we have planned all the necessary steps and ways of carrying
them out. In the future, our future extensions could be a game changer for Phoenix in future.
43 | P a g e
Reference
GQ Ball Pen Industries Limited. (N.D). GQ Ball Pen Industries Limited started its journey in
1981 as the initial member of GQ Group of Companies. Retrieved from https://www.gqgroup.com/gq-ball-pen-industries-limited/
Matador.
(2020).
Product
Category
https://matador.com.bd/stationery/
and
Stationary.
Retrieved
from
LINC. (2020. July 13). An Overview of Linc’s Export Information and Presence Overseas. [Web
Blog]. Retrieved from http://www.lincpen.com/blog-details/an-overview-of-linc-s-exportinformation-and-presence-overseas
Janani Group. (N.D). Produce & Services. Retrieved from http://www.jananigroupbd.com/producservices/
Econo
Ball
Pen.
(2020,
Aug
8).
https://www.facebook.com/EconoBallPens
[Facebook
Page].
Retrieved
from
Daraz. (N.D). Retrieved from https://www.daraz.com.bd/stationery-craft/linc/
Daraz. (N.D). Pens Matador. Retrieve from https://www.daraz.com.bd/writing-pens/matador/
Islam, M. D. R. (2019, September 19). The myth of tough punishments and crime prevention.
The Daily Star. https://www.thedailystar.net/law-our-rights/news/the-myth-toughpunishments-and-crime-prevention-1798111
Islam, R. (2019, Sep 10). The myth of tough punishments and crim. Retrieved from thedailystar:
https://www.thedailystar.net/law-our-rights/news/the-myth-tough-punishments-andcrime-prevention-1798111
The Business Standard. (2021, January 16). GQ Ball Pen plans a comeback. Retrieved from
tbsnews.net: https://tbsnews.net/economy/stock/gq-ball-pen-plans-comeback
44 | P a g e
Appendix:
Survey Data:
45 | P a g e
46 | P a g e
47 | P a g e
48 | P a g e
49 | P a g e
50 | P a g e
Peer Evaluation:
Your Name:
Yusuf Imran Redoy
Assignment: MKT __465______Final Report on _____ ECONO
______________
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.
5 – Outstanding
4 – Good
3 – Satisfactory
Group
Memb
er #1
Name:
Md.
Ashfa
quzza
man
2 – Poor
1 – Unacceptable
Grou
p
Mem
ber #2
Name
:
Sadia
Sulta
na
Grou
p
Mem
ber #3
Name
:
Ireen
Akter
Grou
p
Mem
ber #4
Name
:
Shiha
b
Sayee
d
Grou
p
Mem
ber #5
Name
:
Khald
un
shahr
an
Grou
p
Mem
ber #6
Name
:
Minh
azul
Hoqu
e
Ayon
1. Did his/her fair share of the 5
work that was required
5
5
5
5
5
2. Cooperated with other group 4
members
4
5
5
5
5
3. Shared responsibilities and did 5
not try to take charge
inappropriately
4
5
5
4
5
4. Completed his/her share of the 5
work on schedule
5
5
5
4
5
5. Always submitted his/her best
4
5
5
5
4
5
6. Communicated thoughts and 5
feelings effectively
5
5
5
5
5
Grou
p
Mem
ber #7
Name
:
effort
51 | P a g e
7. Was always well prepared for 5
meetings
and
the
actual
presentation.
5
5
5
5
5
8. Participated in, and contributed 5
to, all relevant discussions
5
5
5
5
5
9. Attended group meetings when 5
required to do so.
5
5
5
5
5
10. I would choose this person, 5
over all others, to be in the same
group with me in the future.
5
5
4
5
5
The average for this person (1 to 5): __4.8____4.8____4.9_
___________
Your Name:
_4.9__4.7_____ _5__________
Md. Ashfaquzzaman
Assignment: MKT __465______Final Report on _____ ECONO
______________
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.
5 – Outstanding
4 – Good
3 – Satisfactory
Group
Memb
er #1
Name:
yusuf
Imran
redoy
Grou
p
Mem
ber #2
Name
:
Sadia
Sulta
na
2 – Poor
Grou
p
Mem
ber #3
Name
:
Ireen
Akter
Grou
p
Mem
ber #4
Name
:
Shiha
b
Sayee
d
1 – Unacceptable
Grou
p
Mem
ber #5
Name
:
Khald
un
shahr
an
Grou
p
Mem
ber #6
Name
:
Minh
azul
Hoqu
e
Ayon
Grou
p
Mem
ber #7
Name
:
52 | P a g e
1. Did his/her fair share of the 5
work that was required
5
5
5
5
5
2. Cooperated with other group 4
members
5
5
5
5
5
3. Shared responsibilities and did 5
not try to take charge
inappropriately
5
5
5
4
5
4. Completed his/her share of the 5
work on schedule
5
5
5
4
5
5. Always submitted his/her best
4
5
5
5
4
5
6. Communicated thoughts and 5
feelings effectively
5
5
5
5
5
7. Was always well prepared for 5
meetings
and
the
actual
presentation.
5
5
5
5
5
8. Participated in, and contributed 5
to, all relevant discussions
5
5
5
5
5
9. Attended group meetings when 5
required to do so.
5
5
5
5
5
10. I would choose this person, 5
over all others, to be in the same
group with me in the future.
5
5
4
4
5
effort
The average for this person (1 to 5): __4.8____5____4.9_
___________
Your Name:
_4.9____4.6_____ _5__________
Sadia Sultana
Assignment: MKT __465______Final Report on _____ ECONO
______________
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.
5 – Outstanding
4 – Good
3 – Satisfactory
2 – Poor
1 – Unacceptable
53 | P a g e
Group
Memb
er #1
Name:
yusuf
Imran
redoy
Grou
p
Mem
ber #2
Name
: Md.
Ashfa
quzza
man
Grou
p
Mem
ber #3
Name
:
Ireen
Akter
Grou
p
Mem
ber #4
Name
:
Shiha
b
Sayee
d
Grou
p
Mem
ber #5
Name
:
Khald
un
shahr
an
Grou
p
Mem
ber #6
Name
:
Minh
azul
Hoqu
e
Ayon
1. Did his/her fair share of the 5
work that was required
5
5
5
5
5
2. Cooperated with other group 5
members
5
5
5
5
5
3. Shared responsibilities and did 5
not try to take charge
inappropriately
5
5
5
4
5
4. Completed his/her share of the 5
work on schedule
5
5
5
4
4
5. Always submitted his/her best
5
5
5
5
4
5
6. Communicated thoughts and 5
feelings effectively
5
5
5
5
4
7. Was always well prepared for 5
meetings
and
the
actual
presentation.
5
5
5
5
5
8. Participated in, and contributed 5
to, all relevant discussions
5
5
5
5
5
9. Attended group meetings when 5
required to do so.
5
5
5
5
4
10. I would choose this person, 5
over all others, to be in the same
group with me in the future.
5
5
4
4
5
Grou
p
Mem
ber #7
Name
:
effort
54 | P a g e
The average for this person (1 to 5): __5____5____4.9_
___________
Your Name:
_4.9____4.6_____ _4.7__________
Ireen Akter
Assignment: MKT __465______Final Report on _____ ECONO
______________
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.
5 – Outstanding
4 – Good
3 – Satisfactory
Group
Memb
er #1
Name:
yusuf
Imran
redoy
2 – Poor
1 – Unacceptable
Grou
p
Mem
ber #2
Name
: Md.
Ashfa
quzza
man
Grou
p
Mem
ber #3
Name
:
Sadia
Sulta
na
Grou
p
Mem
ber #4
Name
:
Shiha
b
Sayee
d
Grou
p
Mem
ber #5
Name
:
Khald
un
shahr
an
Grou
p
Mem
ber #6
Name
:
Minh
azul
Hoqu
e
Ayon
1. Did his/her fair share of the 5
work that was required
5
5
5
5
5
2. Cooperated with other group 5
members
5
5
5
5
5
3. Shared responsibilities and did 5
not try to take charge
inappropriately
5
5
5
4
5
4. Completed his/her share of the 5
work on schedule
5
5
5
4
4
5. Always submitted his/her best
5
5
5
4
5
5
Grou
p
Mem
ber #7
Name
:
55 | P a g e
effort
6. Communicated thoughts and 5
feelings effectively
5
5
5
5
4
7. Was always well prepared for 5
meetings
and
the
actual
presentation.
5
5
5
5
5
8. Participated in, and contributed 5
to, all relevant discussions
5
5
5
5
5
9. Attended group meetings when 5
required to do so.
5
5
5
5
4
10. I would choose this person, 4
over all others, to be in the same
group with me in the future.
5
5
4
4
5
The average for this person (1 to 5): __4.9____5____4.9_
___________
Your Name:
_4.9____4.6___4.7____________
Shihab Sayeed
Assignment: MKT __465______Final Report on _____ ECONO
______________
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.
5 – Outstanding
4 – Good
3 – Satisfactory
Group
Memb
er #1
Name:
yusuf
Imran
redoy
Grou
p
Mem
ber #2
Name
: Md.
Ashfa
quzza
man
2 – Poor
Grou
p
Mem
ber #3
Name
:
Sadia
Sulta
na
Grou
p
Mem
ber #4
Name
:
Ireen
Akter
1 – Unacceptable
Grou
p
Mem
ber #5
Name
:
Khald
un
shahr
an
Grou
p
Mem
ber #6
Name
:
Minh
azul
Hoqu
Grou
p
Mem
ber #7
Name
:
56 | P a g e
e
Ayon
1. Did his/her fair share of the 5
work that was required
5
5
5
5
5
2. Cooperated with other group 5
members
5
5
5
5
5
3. Shared responsibilities and did 5
not try to take charge
inappropriately
5
5
5
4
5
4. Completed his/her share of the 5
work on schedule
5
5
5
4
4
5. Always submitted his/her best
5
5
4
5
4
5
6. Communicated thoughts and 5
feelings effectively
5
4
5
5
4
7. Was always well prepared for 5
meetings
and
the
actual
presentation.
5
5
5
5
5
8. Participated in, and contributed 5
to, all relevant discussions
5
4
5
5
5
9. Attended group meetings when 5
required to do so.
5
5
5
5
5
10. I would choose this person, 4
over all others, to be in the same
group with me in the future.
5
5
4
4
5
effort
The average for this person (1 to 5): __4.9____5____4.7_
___________
_4.9____4.6___4.8____________
Your Name: Khaldun shahran
57 | P a g e
Assignment: MKT __465______Final Report on _____ ECONO
______________
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.
5 – Outstanding
4 – Good
3 – Satisfactory
Group
Memb
er #1
Name:
yusuf
Imran
redoy
2 – Poor
1 – Unacceptable
Grou
p
Mem
ber #2
Name
: Md.
Ashfa
quzza
man
Grou
p
Mem
ber #3
Name
:
Sadia
Sulta
na
Grou
p
Mem
ber #4
Name
:
Ireen
Akter
Grou
p
Mem
ber #5
Name
:
Shiha
b
Sayee
d
Grou
p
Mem
ber #6
Name
:
Minh
azul
Hoqu
e
Ayon
1. Did his/her fair share of the 5
work that was required
5
5
5
5
5
2. Cooperated with other group 5
members
5
5
5
5
5
3. Shared responsibilities and did 5
not try to take charge
inappropriately
5
5
5
4
5
4. Completed his/her share of the 5
work on schedule
5
5
5
4
4
5. Always submitted his/her best
5
5
4
5
4
5
6. Communicated thoughts and 5
feelings effectively
5
4
5
5
4
7. Was always well prepared for 5
meetings
and
the
actual
presentation.
5
5
5
5
5
Grou
p
Mem
ber #7
Name
:
effort
58 | P a g e
8. Participated in, and contributed 5
to, all relevant discussions
5
4
5
5
5
9. Attended group meetings when 4
required to do so.
5
5
5
5
5
10. I would choose this person, 4
over all others, to be in the same
group with me in the future.
4
5
4
4
5
The average for this person (1 to 5): __4.8____4.9____4.7_
___________
_4.9____4.6___4.8____________
Your Name: Minhazul Hoque Ayon
Assignment: MKT __465______Final Report on _____ ECONO
______________
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.
5 – Outstanding
4 – Good
3 – Satisfactory
Group
Memb
er #1
Name:
yusuf
Imran
redoy
1. Did his/her fair share of the 5
work that was required
2 – Poor
1 – Unacceptable
Grou
p
Mem
ber #2
Name
: Md.
Ashfa
quzza
man
Grou
p
Mem
ber #3
Name
:
Sadia
Sulta
na
Grou
p
Mem
ber #4
Name
:
Ireen
Akter
Grou
p
Mem
ber #5
Name
:
Shiha
b
Sayee
d
Grou
p
Mem
ber #6
Name
:
Khald
un
shahr
an
5
5
5
5
5
Grou
p
Mem
ber #7
Name
:
59 | P a g e
2. Cooperated with other group 5
members
5
5
5
5
5
3. Shared responsibilities and did 5
not try to take charge
inappropriately
5
5
5
4
5
4. Completed his/her share of the 5
work on schedule
5
5
5
4
4
5. Always submitted his/her best
5
5
4
5
4
5
6. Communicated thoughts and 5
feelings effectively
5
4
5
5
4
7. Was always well prepared for 5
meetings
and
the
actual
presentation.
5
5
5
5
5
8. Participated in, and contributed 5
to, all relevant discussions
5
4
5
5
5
9. Attended group meetings when 4
required to do so.
5
5
5
5
5
10. I would choose this person, 5
over all others, to be in the same
group with me in the future.
4
5
4
4
4
effort
The average for this person (1 to 5): __4.9____4.9____4.7_
___________
_4.9____4.6___4.7____________
60 | P a g e