SMART VIEW- A BRIEF HISTORY

Smart View was founded on 2003; right after the Globe Shopping Centre was established. It
is located on mirpur road, on the opposite side of Dhaka College. It has no other branches.
The shop is owned by Mr. M. A. Mannan Khan.
Smart View is a clothing outlet only for men. It has three category of clothing: t-shirts, polo tshirts and shirts.
In the beginning of its journey, the shop really flourished. But over the passage of time it
really went under. The main reason behind it was the poor management of the shopping mall
itself; now it is in really in poor condition.

SITUATION ANALYSIS (SWOT)

Weaknesses

-Lack of communication channel

-Lack of public relation

-Unaware to create brand image
-Problem in media selection
-Failure to create point of
differentiation
-Lack of proper decorations of
showrooms
-Less effort to reach the target
audience
-Poor online publicity
-Limited product line

-Reasonable price
-USP: "Design your own T-shirt
-Geographic position of their shop
-Environment friendly products

-Unique Design
Strengths

SWOT
Analysis

-Adverse demographic changes

-Fierce competition
-Political unrest

-A shift in buyers needs and tastes

away from its product
Threats

Opportunities
-New products developing thoughts
-Changes in peoples lifestyle,
enhancement of purchasing power
and changes in social values
-Increasing the number of outlets
-Festival based campaign
opportunities
--SME loan availability

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COMPETITIVE ANALYSIS
Smart Views greatest threat is its competition. They suffer from both direct and indirect
competition.

Direct Competition
Smart View faces direct competition from other clothing stores located in the Globe Shopping
Center and in the immediate area as well. They are more concerned about catering to the
immediate neighborhood. Currently they have very low percentage of consumers. Some of its
major competitors are:

Raisha Fashions
Siyams Collections
Easy Fittings
Nur Jahan Market
Hawkers
Chandrima Market
New Market

Stores inside Globe Shopping Centre

Immediate neighborhood markets

Indirect Competition
Its indirect competition is all the clothing stores, which are in the immediate area which the
consumer will count as viable options in terms of price and quality. As we can see from the
chart above that Smart View faces fierce competition outside of their shops from New
Market, Hawkers, Chandrima Market and Nur Jahan Market.

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AD AND COMMUNICATIONS OBJECTIVES

Some issues that we discovered by our SWOT analysis and Competitive analysis are:

They really need to recreate their brand awareness in the customer mindset.
This is because; they have not taken any kind of market promotion ever.
They should identify their potential target customer.
They should address their potential target customers needs.

Because of these issues, we believe the core advertisement and communication objectives of
Smart View should be designed around creating a strong brand image. We also hope to
create some sorts of positive associations in the customer mindset.

The objectives of our team would be to help the business increase its potential sales. We
believe it is very much possible through the means of sales oriented objectives. The
objectives that we want to achieve are:

Within next 1 month increase the awareness among fashion lover through advertising.
Increase Customer visit rate to the shop 15% within next 1 month.
Increase the sales growth minimum 5% within next 1 month. Currently the market
share is below 1% (according to the owner)

TARGET MARKET IDENTIFICATION

For IMC campaign, need a target market. Our target market can be segmented into the
following segments:

Geographic segmentation
We are mainly focusing on our nearby Students (Dhaka University, BUET, Dhaka medical
and some other nearby universities). For better serving them, we are trying to communicate
with our target audience to get information about their clothing choice.

Demographic segmentation
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Our target audiences are mostly male but in some special times we will also have female as
well, mainly youth, who have an average income and their age is between 15 years to 30
years. They can be mainly students and young professionals. These people are always looking
for quality product at a reasonable price. And we are providing that.

Psychographic segmentation
Average income people are our target market that is lower middle and middle class people.
They are interested to wear colorful, fascinating and well-designed dresses and we have
colorful, fascinating, and well design dresses.

Benefit segmentation
We have targeted those audiences who are looking forcomfortable, stylish affordable outwear.

MAJOR SELLING IDEAS AND KEY BENEFITS

We are going to stress the following unique selling points:

Affordable clothes with variety of designs

All the T-shirts, shirts and Polo T-shirts are very affordable and they come with many

designs. So the customers have lots of option to choose from.

Create your own design
Customers can provide us with their own design, what they want to put on their T-

shirt, and we can turn their dream into a reality.

Smooth shopping experience (considering our competitors)
Our shop will be surrounded with glass walls (thai-glass). Inside of the shop will be
air conditioned. No other shops inside the market have these facilities. So the
customers will be attracted to come to our shop rather than going to Hawkers, Nur
Jahan Market or New Market.

CREATIVE STRATEGY STATEMENT

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Campaign Theme
The overall theme will be focused on the idea of generating customer interests by providing
mens clothes with all sizes and colors; in affordable prices. We want to share this message to
our target customers. We will mainly focus on teenagers, students from surroundings, try our
best to grab their attention and express our point of difference to them. We will send a
message to the colorful audience that we are different than other shops and can match your
choice at a favorable price.

Campaign Appeal
Competitive advantage appeal: We can create a super market environment as the store
Smart View is situated inside Globe Market. Our main competitors can never claim this
fact. Also we are giving consumer a chance to customize their own T-shirts. This is also a
point of difference from competitors, as they have not come up with this idea yet.
Favorable Price appeal: All of our products are of very cheap and affordable to the
consumers, as we are targeting students and people from socio-economic class D &E. So
low price is going to be a dominant message of our campaign.

Campaign Execution Technique

The campaign will follow mood or image execution style. Hence we will build an image
around our store Smart View that it has all the cheap and affordable clothes for men; minus
the hustle and bustle of our close competitors (New Market, Hawkers and Nur Jahan Market).
Through our campaign, we are not going to pinpoint; rather give some hints to the consumers
about the claims, attributes, benefits and advantages of our store. This campaign will also
help us to create some associations about Smart View to the consumer mindset.

BUDGETING
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Smart View is still a very small shop. When we talked to Mr. M.A. Mannan Khan; the
owner of the shop, we tried to have an objective and task method for setting the budget,
which is of course the most desired kind of budget (although not always the most efficient
means). However, as they were really tight on funds, we ended up with an arbitrary
allocation, which is a top-down approach.
Up until now, they havent spent any money on specific marketing pursuit. However, since
they are planning to increase their sales in one months time, they are willing to spend about
80000 on a marketing campaign. While they recognize that this amount is close to nothing,
they believe that its still significant since they want to create awareness among the customers
and create some sort of positive associations in the customer mindset about the product.
So the time period for the campaign would be 1 months.

MEDIA PLAN
Choosing which media or type of advertising to use is sometimes tricky for small firms with
limited budgets and know-how. Publishing on television channels and newspapers are often
too expensive for a company that services only a small area. Here is our media plan keeping
the budget in our mind.

Television Commercial: A tvc will be published focusing the products quality and its
social & family acceptance on social media platform i.e. Facebook. Its publishing
will continue on local dish providers own channels. For finalizing this tvc we need a

total of Tk.3000.
Leaflet: We will distribute the leaflets on shops nearby targeted locations that are
Dhaka University, In front of Dhaka New Market, Eden Women College, BUET,
Dhaka City College, Before Shopping Malls of Dhanmondi, Elephant Road regions.
We will also circulate leaflets inside the daily newspapers to Leaflet will carry
promotional messages i.e. discounts on products, complementary gift with large
purchase. Leaflets design, print and distribution cost would be Tk.25000. For small
gift items we will spend Tk.2000. The discount on products will cost the shop around

Tk. 10000.
Sponsorship/ costume partner: During this tenure of our campaign on smart view
fashion house we will contact any of the Television series or telefilm production
house in Bangladesh for having our products as celebrity costume. If sponsorship of
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costume is agreed then the cost would be Tk.10000. If the production house wants to

pay on discount then the cost would be Tk5000.

E-Commerce: We will develop a website comprised of online selling system as well
as we will initiate the home delivery system in Dhaka city only with conditions. For

developing a website we need to invest Tk.10000.

Shopping Bag: New eye catchy shopping bag will be provided with every selling of

products. The design and print of shopping bag will cost Tk.4000
Print advertisements: Printed advertisements will be advertised on different guide
books i.e. Saifurs Analytical Ability, Current Affairs etc. These books are the real
attraction of our targeted market as most of them get aid from those books for their

job recruitment test. This platform will cost TK.10000.

Social Media Platform: We will always keep or customer updated about our

products via Smart View Facebook Page. It is free of cost.

Clothes on special demand & stall on Festivals: We will contact any of the
disciplines of any nearby universities to supply their requested cloths on any special
occasion of them at a cheap price. On festive programs at nearby universities we will
try to have position in university premises for our stall. The cost for both events
would be TK.6000.

So the total amount given by Smart View (about 80000tk) is spent properly.

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