Professional Documents
Culture Documents
IDs
Names
Table of Contents
Section 01: Opportunity Analysis .................................................................................................................. 2
Section 02: Competitor Profile...................................................................................................................... 6
Section 03: Market Segmentation ................................................................................................................ 7
Section 04: Target Market Analysis .............................................................................................................. 8
Section 05: Brand Positioning ....................................................................................................................... 9
Section 06: Brand Elements ........................................................................................................................ 12
Section 07: Product Strategy ...................................................................................................................... 14
Section 08: Pricing Strategy ........................................................................................................................ 16
Section 09: Channel Strategy ...................................................................................................................... 18
Section 10: Integrated Marketing Communication Strategy ...................................................................... 19
Section 11: Desired CBBE Model ................................................................................................................ 24
Conclusion ................................................................................................................................................... 26
In order to get a better idea about our target markets needs, we surveyed 40 respondents. We have
included charts of the relevant ones.
1. Do you think most of the weddings you have attended in Bangladesh had the same clichd
decorations?
No
15%
Yes
85%
14
13
12
11
10
8
8
6
4
4
2
0
1
3. How much are you willing to spend on a premium themed wedding decoration?
above Tk.4,50,000
Tk.3,50,000-Tk.4,50,000
Tk.2,50,000-Tk.3,50,000
12
Tk.1,50,000-Tk.2,50,000
18
10
Set Package
32%
Involvement in every
detail
68%
12
14
16
18
20
5. What kind of a theme would you like for your wedding decoration?
Other
Other
12%
Beach
15%
54%
Fairytale
Fairy tale
Royalty
Royalty
19%
6. What other services would you like to match with your theme?
12
10
8
6
4
2
0
Dala Decoration
Car Decoration
Nuptial Room
Decoration
Wedding Attire
Yes
10%
No
90%
Dream Weaver
Segmentation
Geographic
Demographic
Sub Segments
Dhaka
Chittagong
Age
Religion
Gender
Marital Status
Education
Socio-Economic
Class
Income
Occupation
Personality
Psychographic
Lifestyle
Behavioral
Benefit
User Status
Loyalty Status
Buyer
Involvement
Details
Gulshan 1, Gulshan 2, Banani, Baridhara, Uttara, Old
Dhaka
Khulshi, Dampara, Lal Khan Bazar, Nasirabaadh
18 and above
Muslim, Hindu, Christian
Male, Female
Single, Married
High School, SSC/HSC, Diploma, Undergraduate,
Graduate, Doctorate, PHD
Low income, Middle income, High income
Service provider, House owner, Officer, Executive,
Businessman/Businesswoman
Outgoing, Adventurous, Extroverted, Introverted,
Bold, Adaptable, Versatile, Courageous
Thrifty, Savers, Eco-friendly, Healthy, Workaholic,
Trendy, Sophisticated
Competitors Customers, Potential Customers
High, Medium, Low
High, Medium, Low
Price, Uniqueness, Superior Value, Customisability
Segmentation
Geographic
Demographic
Sub Segments
Dhaka
Age
Religion
Gender
Marital Status
Education
Socio-Economic
Class
Income
Psychographic
Occupation
Personality
Lifestyle
User Status
Behavioral
Loyalty Status
Details
Gulshan 1, Gulshan 2, Banani, Baridhara, Uttara, Old Dhaka
18 and above
Muslim, Hindu, Christian
Male, Female
Single, Married
Any
Middle income-High income
(if they can afford it, we are willing to serve)
Any
Adventurous, Bold, Adaptable, Versatile
Thrifty, Trendy, Sophisticated
Competitors Customers, Potential Customers
Low
(since we are providing something completely new,
butterflies are more likely to try it)
Buyer
Involvement
Benefit
Medium-High
Uniqueness, Customizability
We will be utilizing concentrated marketing. This is because we are a premium brand, and we have
just one marketing mix for the segment that we are targeting:
1. Product: Thematic Wedding Decorations.
2. Price: Minimum price targeted towards Socioeconomic Class A and B.
3. Place: Dhaka (launching it for the first time).
4. Positioning: Product attribute and emotional benefit.
Positioning Strategy
We have planned to utilize two positioning strategies to strongly position our brand into the
customer mind set. We are going to implement these strategies through various branding elements.
Firstly, we will be positioning our brand by product attribute through providing the customizable
decoration benefit to our customers. None of our competitors are able to provide fully customizable
decorations to the target market, therefore the customers are restricted to choose from the
competitors own pre-planned designs. We, on the other hand do the opposite, we focus on the
customers own vision and make our own designs adapt to that. To us, the customers dream comes
first rather than our own convenience.
Secondly, we will be using intangible emotional benefits that we are providing our customers
through our services to position our brand into their mind sets. Depending on the design the
customer chooses to decorate their wedding venue with, the kind of emotional image the design
represents will be felt by our customers in themselves (i.e. if the design is classy, they will feel
classy for choosing that design). Also by picking our decorations and putting their own touch into
it they will truly feel as if they have made their dream come true with our help, which is an
invaluable emotional benefit.
Our brand will possess the ability to provide wedding decorations which include: venue
decorations, stage decorations and construction, wedding card decorations etc. to fall under the
category of a wedding decoration business. In order to neutralize competitors point of parity,
we are focused on providing any sort of thematic designs as a competitive point of parity.
Brand Mantra
Our brand mantra is to focus on fulfilling our consumers dream by helping to design their dream
wedding and therefore giving life to the mental picture of their wedding day. We have utilized
three parameters in order to design this brand mantra.
Descriptive Modifier : Men and women who are planning to get married.
Our focus is to attract people who are planning to get married to the idea of having a thematic
wedding. We want to attract them to the idea of this type of wedding by giving the opportunity to
get engaged in the decoration of their own wedding in the simplest ways.
URL: The name of our URL will be www.purplechimes.com.bd. As our URL contains our brand
name, there will be no need for additional learning for our consumers as it is memorable. This will
enhance brand awareness.
Brand symbol and logo: Our symbol is wedding bells as wedding bells are a kind of
decorations used in weddings. As our brand name is quite big, we used a sphere around the
wedding bells to come up with our logo so as to make it compact. As a result, it fits the eyes and
the audience does not have to move their eyes much. We also used a light colour with purple so
that it does not become overwhelming for the audience. Whenever our target audience sees a
symbol of wedding bells, they will instantly remember our brand. These creates an association,
and thus enhances brand awareness.
Slogan: The slogan for our brand is Your Wedding, Your Way. This helps to communicate
one of the key associations and positioning of the brand, which is customizability. The client
gets to control everything about the themed decoration, and thus they are decorating their wedding
in their own way. Also, it has a sales call, it creates a motive in the customer to choose our brand.
If they choose our brand, they get to have their wedding in their own chosen theme instead of a
clichd package deal.
Logo Design
Unique theme
Our service targets those consumers who have a fantasy to get married in a particular theme. Each
person has their own unique dream wedding in mind. Our service will strive to make this dream a
reality through delivering the unique theme exactly as the customer has it in mind. Some unique
themes can be:
1. Symbolic Theme: Peacock (royalty), Red Rose (Love), etc.
2. Cultural Themes: Asian (Mughal Based), French-inspired, English (Victorian), etc.
3. Fairytale Theme: Cinderella (Happy Ever After), Frozen, Little Mermaid, etc.
Quality of Service
We will ensure that everything that we use for the decorations is of superior quality by building
good relationship with our suppliers. Also, we will pay attention to our customers every want and
maintain efficiency in delivering these wants.
Customization
Couples want their marriage to be unique and different than others. We will encourage our
customers to participate in the creative designing from beginning to the end, so that their wedding
day perfectly reflects their style and personality. The only limit will be our customers imagination
but the possibilities will be endless.
Send thank you note to the couple with a photo album that reflects the wedding theme.
As we have learnt, customer value is a function of available choices relative to their respective
benefits and prices. Customer value increases when there are more benefits at lower costs, in
comparison to other brands available. Our service itself is unique and one of a kind, so the benefit
of our brand far outweighs those of other brands when what the customer is looking for customized
thematic decoration. The minimum price is also quite low compared to some of our indirect
competitors. So, we do believe that our customer value is quite high.
consumers. Billboard ads will help raise awareness that our brand exists, and thus enhance
brand salience.
4. Online ads. We will have our own website as well as a Facebook page. Our Facebook page
will utilize the sponsored ads option for a greater and more relevant reach. Banner ads in
various wedding related articles and videos (such as from Mirror Magazines online version or
from a Youtube wedding video) will lead the audience to our website if they click on it. Also,
we will utilize sponsored Google leads so that our website comes up on the right side if they
search for Bangladeshi wedding planners and decorations. These online ads are directed
towards raising awareness about our brand as well as reminding the consumer about our brand.
Thus it enhances brand salience.
5. Posters. These will be close to beauty parlours, universities, florists, and other specific places
that a potential customer might visit. Posters will raise awareness and remind the audience that
our brand exists. Thus it enhances brand salience.
royal sultan wedding. Couples can stand behind the cardboard cutouts and take photos. This is a
form of experiential marketing that can help enhance brand judgment and brand feeling.
Publicity (BTL)
We will try to get as much positive publicity as we can through word-of-mouth. Our objective is
to serve and fulfill the customers every wish when it comes to their dream wedding. We are certain
that if we can deliver this then it will result in positive word-of-mouth.
Also, we will create an online platform (forum) for our current and potential customers so that
current customers can talk about their experiences and potential customers can get in touch with
these past users of our brand. This will ensure transparency and help us understand our customers
through valuable feedback. This is similar to creating a brand community.
As publicity is much more credible, it will enhance brand judgments as the consumer forms
opinions about our brand based on what others have to say about it.
Facebook page, and as people vote through likes, it will create a hype amongst both our current
and potential customers. The winning participant will get a free couples gift pack of some
good/service, such as couples spa treatment, dinner for two at a renowned restaurant, tickets for
two to a fashion show, etc. This will help build relationships with our customers (both current and
potential) and help build brand resonance.
Our communication media tools utilizes both ATL and BTL strategies in order to surround the
consumer with the message of the brand. They will be exposed to the communication whenever
they are at a relevant touchpoint (for example, a soon to be bride getting skin treatments every
week at a beauty parlour will be exposed to our posters and billboard ads, or looking at bridal
clothing in Mirror Magazine will be exposed to a full page ad). Thus, we have successfully
established a 360 degree branding strategy.
Also, as we have seen, our communication strategy and media is mainly aimed towards building
brand salience (as it is something completely new) and brand relationships (amongst our current
and potential customers).
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3. Create a link between the brand and the usage situation and purchase situation (breadth of
brand awareness).
Usage situation: Wedding Planning
Purple Chimes
Decorations
4. Ease of recall (depth of brand awareness): The target consumer should be able to remember
Purple Chimes Decorations when the category Wedding Decorations is mentioned, when the
need arises for a unique, thematic, customizable wedding decoration, when they are
planning a wedding, and when they are searching for wedding decorators with the
intention to hire their services.
Brand Meaning
Performance: Purple Chimes Decorations primary ingredients are the themed decorations itself,
and its supplementary features (high demand shown in survey) are dala decorations, car decoration,
nuptial room decoration, and wedding attire that matches the theme. As we are communicating
with our client in every step, and as it is a very emotional time for them, we will be as kind and
attentive as possible, because we care.
Imagery: Our consumers should love Purple Chimes Decorations for the human characteristics
that it possesses. We will achieve this through our brand personality, which is sincere and
sophisticated. The sincerity of our brand will be reflected through the kind and caring behaviour
of our planners who will be communicating with the clients. They will cater to the clients every
wish and desire, and help them make their dream wedding come true instead of choosing
convenience. For this, we will choose an enthusiastic team of decorators and planners who are
passionate. Purple Chimes Decorations will also reflect sophistication through the high quality of
its service which befits the higher class.
Brand Response
Brand judgments: After hiring Purple Chimes Decorations, our customers must feel that we
truly cared about their wedding, and our execution of their dream theme should exceed their
expectations. Also, our price is comparatively low, and we provide the benefits of unique, themed,
customized decorations. So it should result in higher customer value.
Brand feelings: Our clients should love Purple Chimes Decorations for the care and love they
receive. When they think of us, they should remember how efficiently and empathetically we
served them.
Brand Relationships
Purple Chimes Decorations will create a community through its online forum, where the users will
talk about their experience, and actively engage in positive word of mouth.
Conclusion
We really do believe that Purple Chimes Decorations can be a successful brand in Bangladesh. We
are providing something completely new in the wedding market, and the wedding market itself
has a huge demand. People are always looking for something new and appealing that they can use
to standout in their community. Also, there are couples who have the fantasy to get married in a
theme of their own fantasy. Our brand provides this, and much more, we offer themed wedding
decorations that are completely customizable, and we promise to execute them with efficiency and
empathy. We actually care about our clients and want to make their dream theme a reality.
We hope that our brand is portrayed as sincere and sophisticated as we want it to be, and we aspire
to deliver our clients expectations.y