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Acknowledgement

First of all we would like to say our special thanks to almighty God and pay deep respect to Ms. Adiba Nazia, lecturer in marketing, department of BBA, Premier University,Chittagong due to her generous and friendly guidance. We are also grateful to her for helping us to understand some minute issues as well as those issues, which we have failed to understand. We would like to express our deepest gratitude and thanks to those people who have provided us assistance, guideline, support and co-operation while preparing this Assignment. We also like to give our heartiest thanks to Ms. Adiba Nazia, lecturer in marketing, department of BBA, for her valuable advice. Without her support it would have been very difficult for us to complete this Assignment. We would remain every different personnel’s of various person who have helped us. Our special thanks goes to the respondents and my friends for their kind inspiration, patiently, understanding and co-operation, extended to us during the course of the Assignment.

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Executive summary: After Shave Spray is manufactured by Black Boss Company limited. And also refresh the face. So several Black Boss of Company currently developed products have patents pending and local market research indicates that there is great demand for these products. I have to promotion this product because without promotion it is not possible to sales increase. The product has been formulated to be gentle and easy to use. That it was the company’s most successful new product.Detailed sales figures from After Shave Spray are available company account sector. The product is mainly available in the first world country. I am introducing this product for the first time at Bangladesh. 2 . So much research has gone into making it safe and gentle and effortless. No brainier! And they can be great products if used correctly. After Shave Spray products are marketed by individual distributions who receive sales commissions ranging from 10%(for enrolling five customers in 30 days) to 15% (for enrolling twenty customers in 30 days). We are coming with a new product at Bangladesh namely. If your face seems brassy and dry but you condition it regularly. Black Boss company account sector represent active claimed that After Shave Spray achieved monthly sales of 45 thousands taka in every month. The After Shave Spray content -100 ml. The Assignment were very astonishing and it was given to notice that there is very much demand for this product in the market. The After Shave Spray will remove chronic.This After Shave Spray is for the people of young aged as well as for adult or old people.” AFTER SHAVE SPRAY”. noninflamentory scaling of the scalp. I have planned to meet with the everincreasing requirements’ of the people at large of category who intend to procure best quality products at reasonable price. try using Black Boss After Shave Spray. The product contains a high volume of nutrition.

A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. marketing and advertising. design. and was subsequently used in business. Developing a good relationship with target publics is essential for brand management. Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction. Tangible 3 . What is Brand Development: In 2001 Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generation segregation among competition and building loyalty among customers. term. which target public the brand is targeted at." In 2004 and 2008. What is Brand management: is a communication function that includes analysis and planning on how that brand is positioned in the market. Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp. and maintaining a desired reputation of the brand. symbol. or any other feature that identifies one seller's product distinct from those of other sellers Initially.What is Brand: is the "name.

Your logo is the brand mark or symbol that serves as the face of your brand. why you offer it. what unique benefits your customers can count on and what promise or set of promises you make to all who work with and buy from your business. Are you branding a product. Your name is the key that unlocks your brand image in your consumer’s mind. 4 . look. Write your brand definition. The intangible elements are the experience that the consumer takes away from the brand. How to Develop a Brand: If you are ready to brand yourself or your business. a service. find out everything there is to know about your product or service. and tagline. Your tagline is the memorable phrase that provides consumers with a quick indication of your product. Do your research. 4. a company. Decide what you’re going to brand.elements of brand management include the product itself. etc. find out everything there is to know about your market. Then. 5. you need to have a clear understanding of what developing a brand actually involves before you really get started. 3. brand. Your brand definition describes what you offer. the packaging. how your offering is different and better. and also the relationship that they have with that brand. or an individual? 2. Position your product or service. price. Develop your name. Find and win a place for your offering in the marketplace and in consumers’ minds by providing unique solutions to problems or needs that aren’t already being addressed by competing products. A brand manager would oversee all of these things. Your brand-development process should always follow these major steps: 1. First. logo. and market position.

and when you begin to tell your market the story of how your brand reflects what you stand for. you need to update your brand presentation (the face of your brand) to keep it relevant to the market in which it lives. Manage. In addition to the obvious benefit of driving market share. augment customer relationships. A Brand Development Model: How to Define and Measure Brand Equity A high equity brand gives its owner many advantages. There are many facets to defining a strong brand. help an organization attract talent. one with a 5 . leverage. and prescribes the marketing priorities for moving a brand to a higher stage of development. This is the “care and feeding” phase of the branding process. ensure successful line extensions. that is. identifies how to measure progress in each stage. 8. The origins of the Rockbridge Brand Development Model go back to an engagement where we were charged with developing a comprehensive brand equity measurement process for a client interested in potential brand alliances. 7. you can (and should) change how your brand is presented. Your brand goes public when you unveil your name. so it is important to examine all of these in the framework of a Brand Development Model. From time to time. good branding management can be summed up in a single word — consistency. and boost stock prices. healthy. Realign your brand to keep it current. Just like good parenting. Such a model categorizes the stages of development for a brand. resilient brand. We started the process by convening a “summit” with several marketing directors in the organization and brainstorming on what constituted a desirable brand partner. a strong brand can command a price premium. it’s the step that leads to a strong. and protect your brand. and slogan. Launch your brand.6. Occasionally. logo. It was important to properly define what constituted a strong brand because of the large number of alliances under consideration and the fact that the measurements would be used to negotiate with potential partners.

Marketers need to consider six stages of development for a brand. such as higher education services or mortgages. starting with creating basic awareness and concluding with building customer loyalty. we incorporated the best metrics in a multi-brand study that scored all potential brand alliances. A Brand Development Model is a diagnostic tool that integrates many proven metrics into a framework that guides strategy. The standard measure for this stage is aided awareness. The following identifies these stages. and have low name recognition among first time buyers. I've heard of them". 6 . Ultimately. A weakness in this stage implies a need to get the name out. It may be hard to imagine a large company like a Fortune 500 with such an issue. each equating to a different marketing priority. and can be addressed through advertising and publicity to boost name recognition. but some of Rockbridge's clients operate in niche markets that are defined by lifecycle. and strategy implications for brand management.half the battle in building trust is for buyers to recognize the brand.high degree of equity that would complement our client’s brand name. or say "Yah. After compiling a list of brand equity components. recommended metrics. Stage 1: A Brand should be Recognizable . we reviewed several public and private brand equity studies to identify best practice metrics that could be applied to each of the areas identified by the stakeholders.

the next logical step is to become salient or "top of mind". This includes a basic trust of the brand as well as belief in its value proposition. but the inclusion of "best in class" status and brand momentum metrics provides additional context and variation for tracking.when prospective buyers are ready to act. such as offering value. or it may directly establish credibility for the brand in its ability to meet needs. such as the type of products or services the brand offers. The best measures for this stage include unaided awareness and top-of-mind awareness (mentioned first) within a product or service category.Stage 2: A Brand should be Memorable . Consumers perceive brands at a functional and emotional level. attributes that can be developed from projective qualitative techniques (e.g. if this brand were a person. so that buyers may consider it as part of their evoked set of purchase options.in addition to awareness. or the brand identity will be vague and the brand will become commoditized.. such as stressing its track record or reliability. playful. masculine or serious. The message may be tangentially related to the value proposition. A chief goal for marketers is to position their brand through communications that stresses attributes that drive purchase intent and are unique to the brand. marketers can craft and test a message strategy. such as being edgy.once a brand has recognition. a scale ranging from poor to outstanding).. The emotional delves into aspects of brand personality. The functional has to do with various promises. Stage 3: A Brand should be viewed with Favor . emphasizing features such as community involvement or concern for the environment.g. but this credibility is not sufficient alone to drive choice. having high quality. A classic measure for gauging this stage of development is an excellence rating (e. Brands lacking in this area are advised to build trust and respect in messaging. The implication for brands with weakness in this stage is to educate the market about the brand. they will choose a brand that fulfills a promise they desire. or being relevant to likeminded customers. and perceived level of familiarity. A solid and tested approach to measurement in these areas is to quantify image by rating the brand and its competitors on a series of carefully selected image attributes. a brand should be viewed as meeting the needs of potential buyers and be respected by influencers. Working with perceptual maps that provide a visual "war map" and with quadrant maps that reveal strengths and weaknesses. The brand promise must be distinctive and unique. 7 . what kind of car would they drive?). Stage 4: A Brand should be Distinctive .

brand equity measurement is not complete without questions about consumption. image. All of these areas need to be considered in order to craft the appropriate Branding Strategy for developing a brand. a traveler may like one hotel brand but routinely book a competitor. savvy marketers know how to craft a message strategy and direct resources to develop a brand over time. but two key ones are preference from a set of choices and a measure of behavioral intent qualified with a time frame or context (if you were to buy one today.).for example. satisfaction. Experienced researchers know what measures to use and how to weave them into a survey to minimize bias.Over time. while an excellent product may build its own momentum through referrals.deep awareness and a clear and distinct value proposition should translate into preference among prospective buyers. Many products and services involve habitual buying patterns . including usage and satisfaction. the progress in execution of the strategy can be assessed by tracking changes in the image dimensions that are core to strategy. A solid system for measuring and diagnosing brand equity includes a wide range of measures. The long term impact of satisfaction is that the reality of the product or service will drive the perception. preference and satisfaction. Working with such information. Some brands may merely need to raise awareness of their name. there are many facets to brand equity. and willingness to recommend. attitude. including awareness. 8 . don't blame the agency. Stage 5: A Brand should be Preferred . while still others may need to work on differentiating themselves from competition. To sum it up. The short term outcome of low satisfaction is that repeat purchasing will drop and the brand will have detractors. others may need to work on building confidence. the logical strategy is to encourage trial in order to shift purchase inclinations. Stage 6: The Market should be consuming the Brand and be Satisfied . If the brand suffers in this area. Thus. so a special promotion may disrupt the pattern and change preference. If preference is low even if consumers believe in a unique value proposition.. Many solid metrics can be used..it should be obvious that the best communications strategy cannot overcome the fact that a product is inferior or service is poor. Work needs to be done to improve product or service quality.

Geographies: 9 . Situation analysis is a marketing term. who customers and what position this product is the market. demographic and behavior factors. and trends are a particular company’s market. So at first research After Shave Spray. After Shave Spray must carefully target specific market segments. Market Demographics: The profile for the typical After Shave Spray Customer consists of the following geographic. Narayanganj city. Chittagong City. Target markets: Dhaka City.After Shave Spray Situation Analysis: After Shave Spray is entering its first year of operation. what their specific needs are. Situation analysis is often called the three’s C’s which refers to the three major elements that must be studied: Customers. Costs and competition. its products have been well received and marketing will be the key to the development of brand and product awareness as well as the customer base. Must be analysis three C’s and after provide After Shave Spray in the market. This information will be leveraged to better understand who is served. Brand Development Summary: After Shave Spray possesses good information about the market and knows a great deal about the common attributes of the most wanted customers. and how After Shave Spray can better communicate with them.

typically for beauty cosmetics products. smooth. black shine glassy face. Brand Place: After Shave Spray providing the using community with a wide range of features for all variations of using. Demographic: • There is almost equal ratio between male and female users.After Shave Spray mainly research sector geographic place. • Ages 28-40 with 45% clustering around age’s 32-42. 65% have an under graduates degree or substantial under graduates course work. This product has much demand in the market. • Of course who have over 30. Users spend money on large amount. Behavior factors: Users enjoy a better face dye After Shave Spray not as a means for a clean face. The users have a median personal income of 25000tk.the recreational users tend to cover the widest age rang. because it is very wanted. Users have a standard life style & they want better products. So the customer spends money and take enjoy in this product so the company seeks to fulfil the following benefits that are important to its customers: 10 . Income level Race and ethnicity. But for antidandruff. A demographic profile provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate. After Shave Spray high quality of others. After Shave Spray total target people generally young aged people at least 3 or 4 corers customer in the market. including adult users. The five types of demographics in marketing are Age. Marketers typically combine several variables to define a demographic profile. Gender.

they mean that the overall demand for the product has increased. Brand/Product Offering: After Shave Spray is a attractive product. In other word there is a larger market for the After Shave Spray which are trying to sell. In general. If these keys to success are achieved. In general when After Shave Spray says there is strong market growth. when companies an increase in the demand for particular product or service over time market growth can be slow it consumers do not adopt a high demand or rapid if consumers find the product or service useful for the price level. continent. Key to success: The key to success are designing and producing product After Shave Spray that meet market demand.Quality craftsmanship: the customers work herd for their money and do not enjoy spending it on disposable products that work for one week or 9/10 days. so there is a world market. A new product After Shave Spray offer in young aged customer. it will become a profitable. In addition After Shave Spray must ensure total customer satisfaction. After Shave Spray is for the young aged people. sustainable company. Well-thought-out-design: The face dye After Shave Spray market has not been addressed by well-thought-out-products that serves users needs. Customer service: Exemplary service is required to build a sustainable business that has a loyal customer base. Brand/Product Growth: After Shave Spray distinguish itself by marketing products not previously available to users. 11 . who’s face turn the original color into black in the few age. Customer accepted this product After Shave Spray trade marketing this product is currently in progress. At first produced this product and supply in the market. The number of users is not restricted to any one single country.

Our services and products will exceed the expectations of the customer.Critical issue: It should be created brand image at first. We exist to attract and maintain customers. There are two types of strategy of marketing plan. After Shave Spray can cover about 45% percent in the market. One is long term strategy and another is short term strategy. In this product mission is to provide the customer. Branding strategy: Branding Strategy is very importance of any new product After Shave Spray is focusing on the face’s blackness and freshness. Product quality must different then the other competitors. 12 . More sales with minimum profit easily transportation media. Here we take long term strategy. Within three years we fill up our target. If I can do that activity we can earn more profit. Because our duration 3 years. Marketing Objectives: = After Shave Spray main objective good service provides. Mission: After Shave Spray are goal cover the country easily.

After Shave Spray are targeting the healthy permanent face protector and recreational groups. features. brand name. Target Markets: After Shave Spray mainly target market in young aged customer. Promotion and Place.= After Shave Spray achieve a steady increase in market penetration. design. sizes. = Maintain a significant research and development budget to spur future product developments. Price. packaging. = Yearly income increase. quality. Price. returns. Marketing mix: The marketing mix is generally accepted as the use and specification of the four P’s describing the strategy position of product in the market place the marketing mix is a set of controllable tactical marketing fools that work together to achieve company objectives. Products include product Varity. Promotion. warranties. Target market main sector Dhaka city and big big market place. 13 . strong growth each other marketing objective. Financial Objectives: = Increase the profit and sales good product. etc. New product After Shave Spray must be following Product. and Place. These groups are gearing themselves to ward health and fitness and combined they can easily grow to 75 percent of the market in the next three years. Elements of the marketing mix are often referred to as the four P’s include Product. Product: A tangible object or an intangible service that mass product or manufactured on a large scale with a specific volume of units. = After Shave Spray marketing objective less price and real product produce. who’s face turn the original color into black in the few age. Intangible products are often service based like the tourism industry. services. = After Shave Spray maintain position.

= Moisturizes normal to dry skin. art and technology of enclosing or protecting products for distribution. tenders just shaved. Skin looks healthier and fresher. 14 . = Having no side effect to use After Shave Spray. and use. Quality: We produce quality products based on healthy. Absorbs quickly. = It prepare specially for 18-above years people. Brand name: In order to survive in the market each and every company should have to create good brand name. Features: In order to introduce the product it very much important to mention the product features. sale.Product variety: Product variety means how many types of product produce in a company. the industry that produces such material. storage. I think that After shave spray above to create good brand image. After Shave Spray design is very attractive in the market. I tray to provide best quality After Shave Spray Design: It is extended output of product After Shave Spray external at put is very attractive and we hope that it is well accepted in the market. We do that and we hope that After Shave Spray occupy best position in the market. Packaging: Packaging is the science. safe and natural products. The quality of the product is very important to survive in the market. The act of packing something. the materials used to pack something. relieves tight-feeling. In order to survive in the market each and Energy Company should have to produces variety Product. We have also other types of market. As a manager. the manner in which a person or product is promoted.

After shave Spray Company try given best service. Allowances: Rather than price specific products or materials. After shave spray product packaging sizes must be small because any person easily care this product. Discounts: Discount product catalogs to save our money. many contractors prefer to use product allowances. Services: A product-service system also known as a function-oriented business model is a business model. Andy lau has taken part in more than 100 films. Price include various sector such as: List price: List of security products that can be tested in Proactive Security Challenge and their vendors. especial day after shave spray discount two taka. For example. For example purchase 10 bottle after shave spray & free two bottle. and has a huge fan base in China with the success of both his movie performance and his music career. an amount included in the contract to be used toward the purchase of these products and materials as they are selected by the consumer. magazine ads etc. developed in academia that is aimed at providing sustainability of both consumption and production.Sizes: A product size grading system comprises a roller bed having a plurality of rotary shafts wherein each shaft supports product sizing roller members. After shave spray price 120tk per bottle. Price: The price is the amount a customer pays for the product. His healthy and gentle image matches our high-end products. Promotion: Spokesperson: We are planning to invite Andy lau as our spokesperson. Advertisement: We will produce a series of advertisement campaign with our spokes person including TV commercials. We are planning to broadcast our 15 .

who sells to end customers Advertisement typically used for consumption good Transport: Transportation is one of the most important factors to supply the product in different areas. before it finally reaches the consumer or end-user.TV commercials in CCTV and the major TV stations in the first tier cities e. It is often referred to as the distribution channel. After shave spray will address sales forecasts.g. BTV. As for the magazine promotion. Financial Analysis: This sector will offer the financial overview of after shave spray related to marketing activities. Where a product can be purchased. who sells to retailers Retailer (also called dealer or reseller ). which the producer must take into account.' Each of the elements in these chains will have their own specific needs. each passing the product down the chain to the next organization. we will pose some plain advertisement in various fashion and business magazines targeting at the higher income male group. and indicate how these activities link to the Branding Strategy. Place: Place represents the location. 16 . along with those of the all-important end-user. expense forecast. This process is known as the 'distribution chain' or the 'channel. I think it is the best way to minimize the transportation cost. After shave spray following A number of alternate 'channels' of distribution may be available:    Distributor. We use our own delivery cargo ban to supply the product in different areas of a country. Such as: Channels: Chain of intermediaries.

0000 tk3.00. Monthly sales forecast: Table of sales forecast Sales Younger All age Total Year 2010 tk2.0000 tk14.0000 Expense forecast: The expense forecast will be used as a total to keep the department on target and provide indicators when correction/modification are needed for the proper implementation of the marketing plan.50.0000 tk50.00.50.0000 tk8.0000 tk20.0000 Year 2012 tk3.00.Sales forecast: After shave spray feels that the sales forecast figures are conservative.0000 Year 2011 tk3. Monthly expense budget: Table of marketing expense budget Marketing expense Year 2011 budget Advertising Web site Printed material Marketing expense tk10.50.0000 tk10.0000 tk8.0000 Year 2012 tk12.0000 tk5.00.0000 17 Year 2013 tk14.0000 tk1. marketing the chat more function. Reducing the number of categories allows the reader quickly discern information.0000 tk6.0000 tk1. younger or all age.0000 tk10. Although the target market forecast listed all of the potential customers divided into separate groups the sales forecast group’s customers into three categories such as.0000 tk8.0000 tk6. It will steadily increase sales as the advertising budget allows.0000 tk6.0000 .00.

And it ensures lot of profit from the market. Implementation: As a marketing manager. Expenses: A Black Boss company produced any new product total expense cost maintain monthly and annually.000 tk35. I hope that the following identify the key marketing programs.000 Revenue: A Black Boss company maintains monthly and annual revenue. It is important to accomplish each one on time and on budget. Conclusion: So Brand development of Black Boss after shave spray shown in this assignment gradually and we prefer company should go through this Brand Development process. 18 . Customer satisfaction: how much new product after shave spray get customer satisfaction maintain monthly or annually.Salaries holder of job tk20.000 tk30.

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