Brand Strategy :

"Batting Like A Gentleman"

Depiction (or execution) of Brand Strategy in the form of print ad

and/or TVC :

The brand stratagy we choose is "Batting Like A Gentleman". This pay-off line will go at the last
of every promotional activities like TVC, Print ad. "Batting Like A Gentleman" means playing the
shots by the book. These shots are played by the legends and they might played by players like
Sachin Tendulkar, Jacques Kallis, Ricky Ponting e.t.c.

Print Ad : We did some print ad for this campaign. This add will show the fact that some of the
shots that are on the book, A charecter on the print ad will be playing a perfect shot. and the
name of that shot will be written on the side of the print ad. and there will be a logo of
Zonayed's Batting Lounge and the payoff line, and also some other info like online address,
Facebook info . The charecter of the printed ad will be playing different kinds of shots with
different posters. Consumer will be able to know the name of the shots and they will also see
the payoff line. The brand stratagy will be into the consumers mind by looking at the classic
shots that are shown by the print ad. And the next time they hear something like Batting Like A
Gentleman, They can relate this with Zonayed Batting Lounge.

TVC : The Tvc we will work on will be showing some footage of Maches of Bangladesh Cricket
team. The main idea hear is that, Who doesn't like waching Bangladeshi player batting?
Everyone does. And the TVC will also let the viewer see the name of the shots that they are
playing. at the last of the TVC the Payoff line will be there , Batting Like A Gentleman". After
watching the print Ad the viewer will be exited about batting. they wil want to know more
about how to bat, how to play cricket better, how to be a good batsman. They will know the
name of some classic shots and they will be wanting to try that shot. They can then relate
Zonayed Batting lounge with the TVC .
IMC Tools:

1.Advertising : We will be doing some advertising over the mass media. The
media of our advertising are TV,Magazine, Billboard, Teaser.

2.Digital Marketing: We are going to run some promotions via

Facebook,tweeter,weebly etc. On the facebook page we are going to upload the
TVC and the print ad so that we can reach more viewers. Facebook allows us to
promote your post to public. so we are going to promote the pakages provided by
Zonayed's Batting Lounge. Mainly Via Digital Marketting we will be able to reach
The niche audiance .

All the IMC tool will let the target audiance know about our brand. People will be
interested about batting , and they will see out positioning line "Batting Like A
Gentleman" And they will be interested to come play in Zonayed's Batting Lounge.

Creative Qualities :

Divergence: There is a promotional activity that we are going to do the Billboard

ad. The teaser ad Shows us a spider net and there is a logo of Zonayerd batting
lounge and the payoff line. This represent that a spider has to word really hard to
make his spider net, his home. hes is so perferct making that web, no one else can
do it. he has been doing this his hole life thats how he is perfect. so if you want to
be a good batsman, you have to practice. if you do so one day you will be a
perfect batsman, just like the spider making his net.
Relevance : The other promotional activities will represent this. We will be
showing how the shots are played and inspire the target audiance to join
Zonayeds batting lounge.

Creative Execution Style :

Rational Appeal: The promotional activitise show us how to play the shots and
that puts the adds on the category of rational appeal.

Emotional Appeal: The TVC shows us Bangladeshi player batting. All our target
audiance are emotionally attached with bangladeshi cricket team as its our
national team.

Media Planning :

Marketing Analysis : Sales are high during november-february. market share is

high because we are the only existing batting loung in bangladesh

Advertising analysis : Bottom up budgeting will be preferable for this campaign.

Media stratagy : TV, Magazine,Facebook,Billboard.

Media Schedule : As sales are high during Novermer - February, promotional

activity can remain still, but for the rest of the period , promotional activities
should be high.