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Transcript of Fazar ali lungi report pdf
Marketing Promotional Plan For
Fazar Ali Lungi
Prepared For:
Mehnaaz Samantha Kamal (MZL)
Lecturer of
Marketinng Department
North South University
Prepared by:
Samrat Alam 1420678030
Gazi Shaila Shafi Tisha 1421548030
Tahmina Darain Tonima 1410979030
Fahim Faisal Ripto 1431051630
Akib Shah 1420965030
Course Details: Promotional Management (Mkt 337, Sec 250)
1
Letter of Transmittal
Date: 29th March, 2016
Mehnaaz Samantha Kamal (MZL)
Course Instructor
Dept. of Marketing and International Business (#SBE)
North South University,
Bashundhara, Dhaka.
Sub: Seeking consent for submitting the Project report of Fazar Ali Lungi.
Dear Mam,
We are pleased to submit our project report on MKT 337. Our report focused on a textile product
Lungi which has mass target marketing.
We have done some analysis and utilized some marketing promotional plan tools such as
customer analysis, swot analysis, communication objectives, push/pull strategy, integrated
marketing communication and some more analysis.
We enjoyed working on this report and hope you will find it innovative.
Sincerely yours,
#Samrat Alam
#Gazi Shaila Shafi Tisha
#Tahmina Darain Tonima
#Fahim Faisal Ripto
#Akib Shah
2
Table Of Contents
SL
Content
Page
1
Introduction
3
2
Executive Summary
4
3
Background of the company
5 - 7
4
Conduct a target market research
8 - 12
5
Communications planing process (SWOT)
13 - 17
6
Communications Objectives
17 - 18
7
Marketing Communication Strategy (Push/Pull)
18 - 20
8
The Communication theme
20 - 21
9
Tools and Media to be use and why
21 - 22
10
Evaluation and Control
22 - 25
3
INTRODUCTION
Fazar Ali Lungi is product of Fazar Ali Textile Ltd it’s a private company status: registered (22
October 2013). This company shares its pride in the countries glorious sector for 3rd generations
based on men natural supportive and comfortable home wear just like- Lungi, three piece for
women Sharee and many assorted Fashion wears. They start their journey since 1976 and their
Textile factories situated in Narayanganj. From the era of technological evolution Fazar Ali
Textile start their journey.
4
Executive Summary
The report deals with the marketing plan of a product calling Fazar Ali Lungi
which belongs to the Fazar Ali Textile LTD. This report analysis all types of
analysis which is related with the promotion of the Brand. We are going to discuss
background of the company, market research, tools/media, SWOT analysis,
communication objectives, push/pull strategy, communication theme in the
customer market. Likewise it’s a complete plan of promoting product Fazar Ali
Lungi in customer market.
5
BACKGROUND OF THE COMPANY
The tradion of Lungi in Bangladesh started before the liberation war of 1971. But most of the
companies start promoting their after liberation. And the daiagram showing their promotional
activities from 2005-2016. Fazar Ali Lungi actually chooses few marketing communication tools
for promotion their brand. They using a prototype communication objectives whose are not much
effective (They have only one Ad) in marketing communication. Rarely in some rural and semi-
rural area (Barishal, Foridpur, Shatkhira, Noakhali, Gazipura, Majhikandi, Soriatpur) they
promoted their self through 1 or 2 RDC and in urban area they used some Local channels
(Khulna Vision, You Cable) for showing their TVC. And after 2013 they totally stop their
promotion.
Promotional activities of Fazar ali Lungi and its competitors:
Brand Name Activities in Percentage
AMANAT SHAH LUNGI 100%
PARIZA LUNGI 57%
FAZAR ALI LUNGI 13%
ULKA LUNGI 21%
STANDARD LUNGI 64%
ATM LUNGI 79%
Advertising system: Fazar Ali Lungi without a single TVC they never spread out a single
video advertisement for their promotion. In year of 2013 they promote a TVC at the occasion of
EID-Al-Fitr. But they rarely published that ad in some local TV channels like (Khulna Vision,
6
Tara Bangla, and Bengaline). And for rural area promotion they also made a RDC. But there
those types of promotion were not much effective in consumer/customer mind.
Their Previous TVC:
https://www.youtube.com/watch?v=1E3ZwSKeNCo
Their Previous RDC:
https://www.dropbox.com/s/7ic4xhxrodnf98m/fazar%20ali%20lungi%20bd.mp3?dl=0
Direct Marketing: From all the tools of direct marketing billboard, posters, leaflets will be
more helpful rather than any other tools because our main target is people of rural areas and
other tolls will be irrelevant for them. Need to set some massive billboard in the main
Bazar/market of a rural or semi-rural areas and same thing for the urban areas. And need to set
some volunteers for distributing leaflets and posters we can also use newspapers for distributing
this. (Financial express BD-23)
Sponsorship: In the year 2008 in Faridpur zilla Fazar Ali Lungi arranged a folk concert for
promoting their brand towords the areas people.
The Fazar Ali Lungi follows a horizontal chain to maintain their workforce :
7
The Horaizontal Chain Of Fazar Ali Lungi:
Chair Person
Managing Director
Director1
Director2
Supervis
or
Accountan
nt
Manager Supervisor Accountan Manager
8
Target Market Research
At first the marketers had to identify the requirements of the customers for launching FAZAR-
ALI LUNGI as a new product in the market.
Segmentation
-Identifying
-Meaningfully
-Different groups of
customers
Targeting
-Selecting which
segment(s) to serve
MARKET SEGMENTATION APPROACHES
GEOGRAPHICAL
-Continent
-Country
-City
-Regions
-Climate
-Population
BEHAVIORAL
-Occasions
-Degree of loyalty
-Usage
-Buyer readiness
stage
-User status
DEMOGRAPHIC
-Age
-Gender
-Family size
-Occupation
-Income
-Education
-Religion
-Nationality
PSYCHOGRAPHIC
-Lifestyle
-Social class
-AIOs (activity,
interest, opinion)
-Personal values
-Attitudes
9
LUNGI is worn by the 60% people of Bangladesh which known for the tradition it carries
within.
FAZAR-ALI LUNGI textile specially segmented people living in Bangladesh to remain then
about this cloth.
In bangladesh there are a maximum number of Lungi manufacturing company Amanat shah
lungi, Pariza Lungi, Fazar ali Lungi, ATM LUNGI, Ulka LUNGI, KHODDORER LUNGI,
STANDARD LUNGI, PABNAR LUNGI but their promotion is consistently low but if assume a
average ratio of focusing on their promotion then we can show it like this way:
Statistics of promotion of all lungi companies
10
Segmentation done by FAZAR-ALI LUNGI
Geographic Segmentation:
Regions: FAZAR-ALI LUNGI was introduced mainly for the people living in northern,
east and south area at Bangladesh. Lungi is a traditional outfits so that most of the people
wearing it.
Nationality: They are basically targeted the Bangladeshi people as the initial customer.
It’s generally represented our culture.
City: People living in the metropolitan areas or the cities will buy the product more
frequently.
Population density: They are mainly targeted Urban people. Most of the village people
are using lungi because they are really comfortable to wear it as so lungi is a well-known
product in Bangladesh.
Climate: They will be more popular in high temperature area. Because most of the
people are wearing lungi for the relaxation. Bangladesh has a subtropical monsoon
climate characterized by wide seasonal variations in rainfall, high temperatures and
humidity so that most of the people are wearing lungi for comfort.
Demographic Segmentation:
Age: They are targeted customers between the age of 20- 50. They really focus on this
segmentation, around 30-50 age of people generally used lungi in their daily life.
Gender: This product only for the male. Male person can wear lungi.
Family life cycle: They are segmenting people living as a single or in a nuclear family.
This kind of family usually are wearing lungi in their daily life and they are using for the
relaxation.
11
Income: Also they are segmenting people earning per year more than 30,000 tk. Income
is the important segmentation part they are mainly targeted. They are mainly targeted
middle class family.
Education: They are basically segmented the university and the college students. Most
of the university students are wearing lungi.
Occupation: They are mostly targeted the official people/ the working people.
Religion: Segmentation done to target the Muslims and Hindus, as they use to wear the
lungi most. Lungi is a traditional outfit and Bangladesh is a Muslim country. Around
80% people are Muslim and 20% are Hindu.
Psychological Segmentation:
Lifestyle: Lifestyle of a person can be different from one another. Fazar-Ali Lungi done
the segmentation based on the lifestyle different people are leading.
Such as people who are more traditional minded or likes classic product and who are more
indoor oriented.
They are influencing the young generation to go out wearing lungi and try to be more
comfortable.
Behavioral Segmentation:
12
Occasions: They are influencing the younger generation to wear the lungi as their daily
clothing. Now-a-days young generation not really using lungi in their daily life that’s
why they are targeted young generation to using their product.
Quality: Fazar-Ali Lungi is a very quality full lungi and segmenting the people who
wants to be more comfortable in the cloth like lungi. Quality does matter so that they are
really focused in this quality of the lungi.
User-status: They are targeting the non-users and partial users to try their product for
their own satisfaction. Most the people are used lungi for satisfaction.
Readiness Stage: People may have not heard about the fazar-Ali lungi as it’s a new
product so targeting the unaware people to buy. (Belch, 2015,p.46)
13
Communication Planning Process
SWOT Analysis :
A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses,
opportunities, and threats involved in a project or in a business venture. A SWOT analysis can be
carried out for a product, place, industry or person. It involves specifying the objective of the
business venture or project and identifying the internal and external factors that are favorable and
unfavorable to achieve that objective.
Strengths:
Targeted to low and middle class people:
Most of people of low and middle class are preferring lungi than others cloth.
Quality Product :
The quality of Fazar Ali lungi is quite good and comfortable.
Reasonable Price:
Comparing to other clothing, the price of lungi is reasonable and everyone can easily buy
and use it properly.
Reflecting own cultural identity:
14
Lungi is treated as a Bangla tradition. It reflects our Bangladeshis culture and identity.
Availability of low cost labor: The Cost of producing lungi is less. Cheap labor is one
strong point.
Weakness:
Limited experience of customers:
All of people are not interested on wearing lungi. There are many people who think
wearing lungi is looking odd and they think it is hampering their prestige.
No Market Share:
Fazar Ali Lungi have not any market share. This is another major weakness .
Strong Competitor:
Fazar Ali Lungi has strong competitors in markets. This is very challenging to cope with
them. That’s why more promotional efforts are needed.
Small Distribution Network:
They have no sufficient distribution network. A limited distribution is used.
Low productivity:
A huge amount of productivity is not possible at a time. It fails time management.
Limited knowledge in international marketing information:
A lack of proper limited knowledge in international marketing information and they
cannot enter a foreign market.
Poor infrastructure:
Latest and modern technology is not used for producing lungi.
15
Opportunities:
Increase the distribution network:
Fazar Ali Lungi cans easily increasing the distribution network.
Acquiring the newer technology and techniques:
There is a big opportunity to use newer technology and techniques.
Market can be big and attractive:
If they know the strategy then the market can be big and attractive to customers.
Takeover the distribution:
They can easily take over the total distribution.
Threats:
So many competitors:
Lungi has becoming more popular day by day. So many competitors can easily enter the
market.
New entrance from the competitors:
Any new competitors easily enter the market
Political Unrest:
Hartals, Strikes are hampering the process of distribution.
Retaining consumers:
Retaining consumer is the most challenging task for that company.
Economic Instability:
Changes in interest rate, income rate are the causes of economic instability.
Increases of general taxes:
Government increases the rate of taxes.
16
Increasing the price of raw materials:
The increasing the price of raw materials is regular phenomena.
Exporting low-cost products to the international market:
In many cases exporting low-cost products are common to the international market.
Worldwide reputation:
Lungi has gained worldwide reputation in a less time.
Move into high value added products through diversification:
There are many diversified product to attract the possible consumer.
Current Market Segmentation:
“Fazar ali lungi” have the market segmentation following basis:
Demographic Segmentation:
Demographic Segmentation is done on the basis of:
Age: Lungi is only suitable for teenager ,matured and aged people.
Gender: Male person can wear lungi.
Lifestyles: All people are not interested on wearing lungi.
Social Classes: Fazar Ali Lungi is mainly focusing on lower class and upper
lower class and Middle class usually people of high classes are not interested to
wear lungi. people of poor classes are more comfortable to wear lungi than others.
17
Targeting:
Fazar Ali Lungi is target following customer:
Youths.
Mature.
Aged.
Youngsters.
Positioning Strategies:
Fazar Ali Lungi wants to put an image of their product (lungi) in the consumers
mind as compare to competitor’s product. They want to target youth, mature, aged
and youngsters that have to assurance of best quality.
Slogan: ‘’ , ফজ ’’|
New Positioning Strategy:
Fazar Ali Lungi should give more concentration on their promotional campaign. They
should invest more on making TV Advertising and printed version ad on National
Newspapers and they can also open more showroom in popular places like inside on
markets. There are many people are here who haven’t any idea about how to wear lungi
properly so some demonstrations can be arranged for them.
New Slogan will be : “ ফজ ’’
18
Communication Objective
What are the problem ? ? ?
Fazar Ali Lungi has lack of effective promotional campaign. The potential customers
have not get proper idea about Lungi. Sometimes lungi is neglected and criticizes in
many ways. Wearing a lungi is treated as poor characteristics. So, Fazar Ali Lungi gets
the attention of customers if they can grab the desire to wear the lungi. We see many ads
of different products. But Fazar Ali lingi have not any significant or eye watching ad.
They have a few dealers and one showroom. These are main problems regarding Fazar
Ali lungi.
Solutions:
Fazar Ali Lungi should give more concentration on effective promotional campaign.
They should invest more on making TV Advertising and printed version ad on National
newspapers and they can also open more showroom in popular places like inside markets.
There are many people are here who haven’t any idea about how to wear lungi properly
so some demonstrations can be arranged for them.
Marketing communications strategy
There is different kind of strategy followed to promote a product in market. So we have followed
one type of strategy to promote our product. This plays a critical role in a marketing strategy.
Products or services need the support of well-devised schemes of promotion. For our product we
use some strategy which is described below. For fazar ali lungi promotion we will follow push
strategy.
19
Push strategy: push strategy is such a strategy which programs designed to persuade the trade
to stock, merchandise and promote the manufacturer's product.
With a push-based supply chain, products are pushed through the channel, from the production
side up to the retailer proud ct. We follow some technique to promote our product (fajar ali
lungi) according to push strategy.
First of all we have to provide discount to the customers for promoting our product. We will give
them some commission to sell our product as well. We will say them to attract the customer in
such way that next time when they will buy lungi, they will buy our product (fajar ali lungi).they
will give information to the customer that our product quality is best.
Second of all we will send some seller who is smart and intelligent to provide information to the
customer about our product. They will go to different shop and market to give information such
as how our product is better than others product, the quality of product, and the price range of the
product.so it will help our customer to know about our product from our seller.
We made an advertisement on our product which will telecast in television to know about our
product. Television is such a medium by which we can reach our product to the customer. So we
can promote radio or television ads, using social media to communicate with as many consumers
as possible
There is another way to promote our product .we will give leaflet to people to know about the
product. We will build some billboard in public place for promotion as well.
20
we are following those strategy to promote our product. We are following those steps to let know
people about our product and for selling the product in the market. So, we hope that our strategy
will support enough for selling our product in the market .These strategy will increase our
customer as well as selling in the market.
The Communication theme
As we are promoting our product (fazar ali lungi) so we are thinking about the campaign as well.
Because of the campaign people will know more about the product.so, we will arrange a
campaign to promote our product very well.
This campaign will help our product to promote one step more. As our brand (fazar ali lungi)
already exists in market so the customer have some idea about our product. By doing this
campaign our product will be modified one step higher to our customer.
As we are campaigning about the product so we will go different place for promotion. For
promoting fazar ali lungi we will go different village for campaign. We will arrange some
traditional sports such as nouka baich, bull fight, etc. we will be the sponsor of this arrangement
so the people of the village will know about our product. They will know about the new product
and in future when they will go to buy any lungi they will prefer fazar ali lungi.
Besides, we will arrange some concert, band show for city people for campaigning. Here we will
be also the sponsor.so people will learn about our product.
We will offer some gift for our customer as well. Some gift hamper by scratch card such as car,
mobile phone, fridge etc. This campaign will help to let people know about our product and they
will be interested to buy more.
21
Tools and media to be use and why
Promotion is the best way to promote any product. Through promotional tools we can easily
attack those people who wear lungi. When we saw fazar ali lungi’s previous advertisement we
saw that their advertisement was not that much attractive that can easily attract people or make a
interest on their mind, and their model of those advertisement is not that much popular face.
They don’t use any direct marketing for their promotion.so on the basis of that we have decided
to work on advertisement, direct marketing (bill board, posters, leaflets, newspaper) and we will
also offer some coupon, incentives to our customer. Sponsorship is another way to attack
customer.
Advertisement: For our advertisement we will use those celebrities whom are very popular for
their work and acting. We will use those celebrities because people like those peoples
advertisement those are very popular and they try to follow those peoples promoted brand.so if
we use those popular faces on our advertisement than we can easily gain a lot of market share.
We try to contact the entire TV channel for telecasting our advertisement. When people see once
advertisement so much than automatically they feel curious on our product and come for
purchasing.
22
Broadcasting media: Our main focus on rural people so try to reach then through radio.
Because in tea stall almost every people come and spend their leisure time. So we will make a
RDC with an attractive voice that can automatically reach on their mind.
Direct marketing: direct marketing is a process where we can easily reach people mind. through
attractive bill board, poster, leaflets we can rewind people about our product. We try to use some
funny, colorful bill board, poster, leaflets that can easily make a sense to them, and we will using
our bill board to any local bazar where people come for their daily purchasing things and also
spend their time by gossiping . We will also using newspaper advertisement we can easily reach
all types of people. Because all most every people read newspaper daily.
For promote our product we will offer people some lucky gifts like flat, gold chain, TV,
refrigerator, motorbike. We will also offer them that if they want we can also make them their
own design lungi.
Facebook page: their Facebook page is not that much useful and informative. So will develop
their Facebook page that people could easily know about this product and what types of design
we use for our product and the main thing is what is the facilities of this product that they can
easily know.
Evaluation and Control
If we looked at Fazar Ali lungi's previous promotion on their product we saw that they don't have
use that much promotion tool's for promote their product and maybe that's why they don't
achieve their desire goal and fall downwards from the market. To reach on the desire goal their
always need some plan. If we use marketing tools properly than may be we achieve market share
like other top companies.
23
if we looked at back than we saw that Fazar Ali lungi company don't made any attractive
advertisement that made people curious about their product and they also don't use any types of
print advertisement, newspaper advertisement, bill board advertisement, email marketing, social
media marketing, direct mail marketing. Now a days social media is one of the most popular way
to promote any product because almost every people use internet for pass their boring time. But
when we go to their Facebook page we saw that their page is not active that much and there is
less information about their product. So it is tough for people to understand about their product
and its facilities.
Advertisement is one of easiest way to promote any new product because people like to pass
their leisure time through watching TV. But they don't use that much advertisement for promote
their product and that's why people don't have that much idea about this product. When people
looked an advertisement more than twice than automatically they feel something about that
product and its run through their mind. Because of less advertising like TV media, bill board,
newspaper advertisement it's fall from market and people attention.
Sales promotion is now a day's most effective way to promote any new product. Through
sample, coupons, bonus packs, price off, event sponsorship now a days companies are reach to
their desire goals. But when we try to find any of these activities we find nothing that means
there is lack of sales promotion and this is another reason for their failure.
After analysis all of their previous promotion we fine they use less promotional tools for their
promotion and that's why we have decided to work on IMC tools like Advertising, direct
marketing, internet marketing, sales promotion.
Publicity: For publicizing of Fazar Ali lungi we are going for television announcement, print
media, newspaper, bill board, magazine. our target people is rural area people so it would be
better if we use any Bangla movie's popular hero for making our advertisement because rural
area people always try to follow their favorite hero and they have a trust on those people that
they always promote those product which is good, and they also believe that if they use that
product may be they also look like him. We always try to promote our advertisement during
24
Bangla movie and drama because this is the time when people watching TV the most. When
people saw an advertisement more than three or four times than it easily sat on his mind than
than he feel curious on it.
Through any inspirable people voice we can also make a RDC for promoting our product
through radio. Because on the morning and evening people pass their time by gossiping near any
tea stall or market, and almost every market and tea stall people use radio. So when we promote
our RDC on radio than people who don't have TV they can easily know about our product and
the people who are gone for gossiping towards there they also know about our product.
If we use any big colorful attractive near the markets than may be it would be effective for
motive the customer to buy this product.
Straight selling: Straight selling is the easiest way to understand people needs and wants and
what’s their thinking about any product. By Tele marketing, direct mail we can achieve a big
market share. And by straight selling we can also find some loyal customer for our product. The
people who don't have enough time for watching TV and hearing radio we can easily interact
with them through telephone and mail.
Internet marketing: Now a day's people love spends their time through internet. So if we try to
interact with them through E-mail, social media, and video marketing than it will be remind
people about our products. If we send people E-mail twice a month than it create an image on
their mind and whenever they for go to purchase any lungi they can easily remember our brand
name. Every month if we make some short video for promoting our product on Facebook, E-mail
than people will felt curious on it. The most important thing is to build an informative Facebook
page on internet, because when people felt curious on any product than they always go for that
company’s page to understand about their product quality and how is their product.
Sales promotion: for promoting any product sales promotion is one of the most effective ways
to promote any product. If we go for samples, coupons, bonus packs, price off, event sponsorship
25
than it can easily gain customer attention. Because people always like coupons, bonus, price off
and they always wait for these types of thing. At the beginning of our promotion if we go for this
than people will go for this and after sometimes when people find the benefits of our product tan
it would be easier for us to find some loyal customer.
IMC tools are the most effective tools for introducing any new product. By the IMC tools a new
company can achieve their goal. so if we go for advertising, direct marketing, internet marketing,
sales promotion in a very creative way and effective way than may be in lungi market our
company will be the top most lungi company in Bangladesh and other country.
26
References
-George E. Belch and Michael A. Belch (2015)
Advertising and promotion. 10thedition. Mac Graw Hill
education.
- https://www.facebook.com/FAZAR-ALI-LUNGI-
172362373099704/?fref=ts (Fazar Ali Lungi Facebook)
- https://www.facebook.com/FAZAR-ALI-LUNGI-
172362373099704/?fref=ts (Financial Express BD)
-Fazar Ali Fabrics LTD.( NArayangonj)