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TeamOcclumen-C
Team Members
Md. Jahidul Islam
Fahadul Antu
Md. Khalek Imtiaz
Maliha Mehzabin
Khandker Nagib Anwar
WHY??
Brand Elements
• Brand Name• Brand Logo• Brand Tagline: “A Touch Of Class”• Brand Slogan: “Enhance Your Home...
Enhance Your Life...”
STP Analysis
Segmentation:• Demographic- Females, Decent Income, 16-
65 Age• Psychographic- Prefers A Nice Lifestyle,
Reflect Social Status• Behavioral- During Occasions, Look For
Comfort, Love To Décor• Geographic- Dhaka Only, Startup So Cant
Reach All Regions
STP Analysis
Targeting:
• Upper Middle Class And Elite Class
• Looks For Unique And Luxurious Items
• Differentiated Marketing Strategy
STP Analysis
Positioning:
Positioning Statement:
“For Urban People Wanting Classy Home
Decoration, Muslin Home Décor Is An Easy
Solution That Provides You With Comfortable
And Eye-catching Muslin Decor Products That
Will Enliven The Ambience Of Your Home”
STP Analysis
Positioning:Perceptual Mapping- • More For Less Strategy• POP- Home Decoration Products• POD- Fabric, Designs, Service, Customer Value
Perceptual Mapping Upper Middle
Elite class
Mass Market Exclusive
Middle or Lower Middle class
Current
Desired
Core Brand Values
Integrity
Consumer
Focused
Communication
Contribution
Distinctive
Mental Map
Decorative
Classic
HeritageChar
ming
Special
Lifestyle
Customized
Fabric
Brand MantraEmotion
alModifier
Descriptive
Modifier
BrandFunctio
ns
UniqueLifestyl
eHome Decor
Product Strategy
• Small And Familiar Variety Of Product.
• Trend Of Service Delivered.
• Easier Payment Options.
• Express You Desirers.
• Offers For The Loyal Ones.
Marketing StrategyPricing Strategy:• Value Based Pricing:
Bed Sheets: BDT 3500 -15000
Curtains: BDT 6000 -25000
Cushion Covers: BDT 2000 -8000
• Price PerceptionChannel Strategy:• Supply Channel• Distribution Channel
Marketing StrategyPromotional Strategy:• Consumer Promotion• Trade Promotion
(Advertising, Exhibition)
Secondary Leverage:• Country Of Origin
• Celebrity Spokesperson
• Events
Resonance
Judgments
Performance
S a l i e n c e
Feelings
Imagery
Identified The Need Of Beautiful Home Create Deep & Broad Awareness
Brand Equity Model
Brand Equity Model
Resonance
Judgments
Performance
S a l i e n c e
Feelings
Imagery Free And Fast Delivery All Over The Dhaka City
Finest Muslin Fabrics, Skilled Workers
Variety Of Colors, Designs
Can Order From Home Using Credit Card.
Resonance
Judgments
Performance
S a l i e n c e
Feelings
Imagery
Purchase And Usage Situation- Dhanmondi , FestivalsPersonality And Values- Sincere And Sophisticated
User Profile- 20-65 Age Females, Aspirational Group
Brand Equity Model
Resonance
Judgments
Performance
S a l i e n c e
Feelings
Imagery
Brand Credibility- Trustworthy, Expert And Likable
Brand Superiority- Best Among All
Brand Quality- Classy And Distinctive
Brand Consideration- Relevant To Customer’s Personality
Brand Equity Model
Resonance
Judgments
Performance
S a l i e n c e
Feelings
Imagery
Royal Ambience Created With Exclusive DesignsA Better Social Approval
Tradition, Uniqueness and Heritage
Brand Equity Model
Resonance
Judgments
Performance
S a l i e n c e
Feelings
Imagery
Customers Proud Of Our Association
Strong Kinship And Affiliation With Active Engagement
Repeat Purchaser And Strong Loyalty
Brand Equity Model
Thank You