Term Paper on “Brand launch:

‘Bhubon’, a sustainable lifestyle

brand”

Course: Brand management

Submitted to:

Dr. Serajul Hoque

Professor
Department of Marketing, Faculty of Business
Studies, University of Dhaka

Submitted By:

Saif Mahmud Ishtiak (B18231077)

Nazia Tasneem Antora (B18231085)

Program: Business Administration (General)

Semester: 7th
Batch: 2017-18
Faculty of Business Studies

Saturday Bangladesh University of Professionals

May 22nd, 2021 Mirpur Cantonment, Dhaka-1216

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 Acknowledgements
The process of the completion of a term paper has the contribution of many people. First of all,
we would like to express our heartfelt gratitude to Mr. Dr. Serajul Hoque, our respected Brand
Management course instructor. His proper guidance made the completion of term paper much
easier. Our gratitude goes out to our friends and respected seniors. They were there for us
during times when this demanding work got the best of us. We would like to say thank you to
our wonderful families who are always willing to sacrifice when it comes to our studies and
well-being. Last but not the least, we are deeply grateful to the Almighty Allah for giving us
the patience to complete this term paper successfully in such a short time.

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 Letter of Transmittal

22 May, 2021
Dr. Serajul Hoque
Professor,
Department of Marketing,
Faculty of Business Studies, University of Dhaka

Subject: Submission of Brand Management Term Paper

Respected Sir,

It gives us great pleasure to submit our Term Paper on the topic “Brand launch: ‘Bhubon’, a
sustainable lifestyle brand.” We have abided by your guidelines during the preparation of this
Term Paper.

We have tried our level best to complete this term paper meaningfully and correctly, as much
as possible and we are humbly grateful for dedicating your valuable time and guidance to help
us with this paper. We are open to any sort of query regarding this report and if you need any
assistance in interpreting the term paper please do contact us without any kind of hesitation.

Thanking you.

Yours obediently,

Saif Mahmud Ishtiak (B18231077)

Nazia Tasneem Antora (B18231085)
Batch: 2017-18
Department of Business Administration-General

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 Table of contents
Chap. no Topic Page no.
1 Introduction 5
2 Bhubon- The brand 6
3 The campaign 8
4 SWOT analysis 11
5 Brand value chain 12
6 Criteria of brand elements 13
7 Conclusion 14

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 Chapter 1: Introduction
Millennials, generation Z and the upcoming generations are clearly the generations that grew
up with or will grow up with the least connection to nature. In a quest to connect humans to
nature and bond them deeply with their inner self, ‘Bhubon’ starts off its journey.
‘Bhubon’ is an online platform that provides people with countless options to incorporate
nature more into their daily lives. We have a wide variety of product range starting from
skincare items, to handicrafts, to children’s toys, to room decors, to accessories-all sourced
from nature. All our products are eco-friendly, handmade, chemical-free, animal cruelty-free,
synthetic-free, locally sourced, and sustainable. We collect our raw materials from nature while
doing no harm to the natural flora and fauna.
Demand for clear and organic products is already on the rise among the millennials and
generation z. ‘Bhubon’ is just addressing that need of our conscious and thoughtful consumers
who want to purchase ethically produced goods and contribute to nature by being more
mindful.
Our brand is a strong advocate against cruelty animal testing and natural degradation due to
the ruthless human lifestyle. As the name suggests, ‘Bhubon’ focuses on relying on the earth
and what it has to offer to humans. Nature has got healing powers, it has got the calming effects
that we miss out on many times. ‘Bhubon’ incorporates the already unfolded mystery of nature
into human lives and creates a path that leads to more holistic living and greater human
satisfaction.

1.1 Objectives
The primary objective of this brand is to bring in a radical change in the perspectives of
unaware consumers and make them into thinking mindfully before every purchase and
consumption.
Some secondary objectives include:
• Creating an eco-friendly platform where everything would be organic, natural, and
locally sourced.
• Upkeeping sustainability and protecting the environment.
• Making eco-friendly choices easier for consumers.
• Supporting local sellers and community.

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 Chapter 2: Bhubon- the brand

Slogan
Essence of nature within
Mission statement
Sustainability is not a trend, it is a lifestyle
Vision statement
Our vision is to encourage our customers the use of products sourced directly from nature
without harming animals
Positioning statement
Sustainable living at your doorstep
Product line
Organic skincare products, handicraft goods made from natural substances
Market type
Businesses which emphasize on sustainable living are growing gradually. It’s a growing market
and has signs of a long term or permanent market shift
Type of business
A partnership between Saif Mahmud Ishtiak and Nazia Tasneem Antora
Location
Initially, the business will have only an online store but will have a physical store over time
depending on sales and performance. Business will be conducted simultaneously through both
platforms if a physical store opens.
Target audience
Age: 13 and above
Gender: All genders. Anyone can use our skincare products
Location: Urban and semi-urban

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Income level: Middle to high class
Personality: People who live responsibly and feel a liability towards our environment, people
who like their things organic and natural, people who are minimalistic in outlook, people who
are active on social media and have a tendency of purchasing via online platforms.
Brand voice
Warm, welcoming, informative, authentic
Brand story
Our story ties back to the root where we all belong. The very root that nourishes us, cherishes
us, and embraces us from time to time. Yet, we abandon it.
We, a bunch of nature lovers, are inviting you to embark on this journey where we dive deep
into the nature, grow with the nature, and heal from within the nature. It is okay if you feel
unprepared, it is okay if you stumble time and time again. As long as you are willing to rise,
we have your back. We will guide you through this journey where we, once again, meet nature
and find our true authenticity.
Brand purpose
Why do we exist?
Our brand Bhubon exists because we feel brands have an important role in contributing a
sustainable environment. We believe we can do our part by encouraging people to maintain a
responsible lifestyle.
Differentiation
Besides conducting regular business activities, we feel it’s important to educate our customers
or even casual viewers who visit our online platforms about what the environment is going
through these days and about the importance of sustainable living. We do that by publishing
relevant blog articles and resources. We also offer instructions on how to use our products to
clear customers of any confusion.
Why should people care?
Our brand offers a wide range of products from sustainable sources starting from cosmetics to
household items all under one umbrella. We also offer assistance on how our products can be
used. People can also be inspired to do their part for the environment as a result of our blog
articles. We would offer our customers a warm and welcoming experience with our brand.
Qualities and benefits
• High priority on quality and authenticity of products
• A wide range of products under one umbrella.
• Knowledge and resources about environmental issues
• Products available at reasonable prices
• Choice of purchasing both online and offline
• Tutorials on how to use our products
• Best possible customer service

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 Chapter 3: The campaign
3.1. Channels
Primarily, all sales will be conducted online. Instead of making a website, initially we plan the
launch the venture on Facebook. Facebook is thriving ground for brands as people spend a lot
of time on Facebook. Our target audience also spends a lot of time on Facebook. Instagram
will also be used for sales and promotional activities. A social media dashboard will be used to
monitor and understand the target audience better and track audience growth.

3.2. Goals
• Increasing brand awareness
• Generating leads and sales
• Growing the audience
• Boosting community engagement
• Driving traffic to the site

3.3. Keyword search and content marketing

After the Facebook and Instagram pages have been launched, friends and family members of
the proprietors will be asked to like and share the page publicly i.e word-of-mouth marketing.
To reach audiences beyond that, it’s required to set keywords. These are the words the target
audience will use to look for brands like us.
The keywords are- Organic skincare, organic cosmetics, jute products, minimalistic furniture,
handicraft goods.
Content for the pages will be created and curated on the basis of these keywords, the brand
voice and brand story. The color green will be predominantly used for content curation as green
associates with nature and sustainability. Photos and videos are primary forms of promoting
the products. Tutorials on how to use the products will also be shared. Infographics on the
relevant topics will be shared. It has been mentioned earlier that blog posts about sustainability
and the environment will be posted regularly. Such resources will also be expresses through
infographics and other visual content. Content will be made with the aim of being accessible,
user- friendly, engaging and above all, aesthetically pleasing. The diverse range of content will
be posted at the right time with the help of a calendar. A content calendar will be made with
the help of social media scheduling tool so that the social media algorithms don’t prevent our
posts to be seen. The scheduling tool will give an insight on when to post. The content posted
will be mostly pre-planned with the help of a social media dashboard. This dashboard will give
a bird’s eye view of the scheduled content and make the postings rhythmic to the point people
are not demotivated for engagement and make easy adjustments.

3.4. User generated content creation

In order to boost engagement and develop an intimacy with the customers, user generated
content will be encouraged. In today’s age of social media, people like to share their
experiences with brands. We will use our promised positive experiences to our advantage. After
the customer purchases a product, we’ll encourage them to share their experience by a nice
photo, a nice unboxing video or any way they please. With due consent, we’ll reshare those

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experiences. A good number of consumers like the fact their posts are being reshared and at
the same time their audiences get to know about the brand. Many consumers are twice as likely
to share user-generated content with friends or family. People simply trust one another over
brands and thus it’s a win-win situation for everyone.

3.5. Influencer marketing

Another way to create brand awareness, boost engagement and create user generated content
in influencer marketing. Besides celebrity endorsements, influencers i.e individuals with a
substantial and dedicated social media following are on the rise. We’ll use this kind of
marketing for our advantage because these influencers have built a high amount of trust with
their following and their recommendations acts as a form of social proof to the brand’s potential
customers. Since we’re a lifestyle brand, we’ll build partnerships with beauty or lifestyle
influencers. As part of their many sponsored posts, they can help promote our content through
pictures, unboxing video, a tutorial or in any way that matches their aesthetic. We plan to
collaborate with influencers who have at least more than 10,000 organic followers on Facebook
and Instagram. We also expect our collaborators to be equally friendly and engaging through
their content. These influencers and brand advocates will be used for cross-channel campaigns
as well.

3.6. Community engagement

Besides the campaigning, it’s also important to boost engagement on our own to create brand
awareness and build deeper bonds with our customers. After the milestone of 1000 likes or
followers on Facebook and Instagram are achieved, we can host a free giveaway of our
products. As part of the terms of participating in the giveaway, the contestants to tag some of
their friends on the original post and share it as another post or a story on Facebook and
Instagram. It’s a simple job on their part and this’ll not only boost engagement but also bring
in more potential customers. Similar giveaways can be conducted on the milestone of 5000 and
10000 likes on the page. Influencers also host giveaways on their major milestones and we’ll
partner with our collaborators among the pool of influencers in their giveaway. After a few
milestones are reached in terms of followers and sales, we’ll create a group in Facebook where
customers can interact with each other and share their own experiences with our brand, ask
questions and provide suggestions. We will respond to any questions as soon as possible. To
serve customers who ask questions or make a purchase through Messenger or Instagram DMs,
we’ll use chatbots to keep them engaged or at least let them know that they’re being seen until
we find a response as soon as possible. Another fun way to create engagement is through
Instagram stories. This features can be used for quick questions and answers, shoutouts,
reshares, etc.

3.7. Grassroots marketing

We have the intention to go for a physical store as well. Besides, the digital campaign, we also
intend for a grassroots campaign so that people are inspired to come in the physical store as
well. We’ll participate in the fairs and conventions happening all around the city as a means of
both sales and interacting with customers. Our goal here is to integrate into the community and
develop a presence. The more people see us, the more they trust us and that translates into more
business. Customers these days like to associate themselves with brands associated with noble
cause. Since we’re a sustainable lifestyle brand, we aim to partner with relevant and well-

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known causes in the future. Sharing photos of volunteering activities on social media platforms
will be great for exposure. Also, it is a way for us to give back to the community. We also plan
to participate in silent suctions and raffles to let people know of our brand. Asking for reviews
after selling of a product, especially if the transaction is done online is very important for
grassroots marketing because while buying online, people tend to look at the reviews before
making a decision.

3.8. Competitor analysis

We’re not the only brand operating in the market so it’s important to regularly conduct
competitor analysis. Competitor pages will be visited to better understand their strategies and
filtering out their strengths and weaknesses. Our team members will visit physical stores, if
any, to observe. Competitor analytics tools will be used to compare performance metrics. The
goal isn’t to copycat what the competitors are doing, we’ll use the loopholes in their strategies
and make them our own. We’ll determine what is working for them and adapt our own
campaigns accordingly. This’ll also help to better understand our customers. Competitor
analytics tool will also be used to observe their posting strategy- how much they post, time
between posts and how long they take to respond to comments.

3.9. Performance measurement

Since we’re primarily an online business, performance and traffic measurement are data driven.
The metrics we’ll focus the most on are
• Reach
• Clicks
• Click through rate
• Average cost per click
• Engagement
• Keyword and hashtag performance
• Organic likes/follows
• Sentiment
• Impressions
We’ll set benchmarks on performances and design the campaign in align to it. Performance
analytics tools like Google Analytics and if possible more advanced analytics tools will be used
for know whether our content is working or not and what needs to be improved. The analytics
will also be used to track trending keywords, tagged message data and offline social campaigns.

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 Chapter 4: SWOT ANALYSIS
Strengths
• Millennial consumers are more likely to interact with brands that have a clear purpose.
Since we communicate our values and state the causes that our brand supports, we
easily can gain support from millennials and gen z, and the next generations.
• Transparency stands at the core of our brand and this is one of many brand
characteristics that customers value. So, ‘Bhubon’ will get an upper hand over any other
not so transparent brand that produces a similar category of products.
Weakness
• Sourcing raw materials might be difficult when we expand our product lines and ranges.
• There is a decline in workers who are eager to hand-made products. So, finding
employees, to cater to the need of humongous customers, might be a little difficult when
the company expands.
Opportunity
Since more people are joining this journey of anti-pollution, chemical-free products, ‘Bhubon’
can easily extend its product line and range and target every possible niche segment.
Threat
Eco-friendly products often don’t go through a mass production cycle since that will consume
more energy and cause harm to the environment. Hence the production cost is slightly higher
than any mass-produced goods. So, companies that mass produce their goods pose a serious
threat to ‘Bhubon.’

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 Chapter 5: Brand value chain
Marketing program investment
We’ll communicate with our customers through immediate chatbot responses online,
answering questions both online and offline, community engagement programs (mentioned
before), attending fairs and auctions, etc.
Multiplier program quality
Our product line consists of a variety of products and the fact that it’s all under one umbrella
at affordable prices will be heavily marketed. Our message is promoting an sustainable lifestyle
and the fact that nature can be incorporated in our lifestyles will be reasons who adopt our
brand. Our campaigns will be solely based on a warm and welcoming brand experience.
Content to gain and retain customers will be exquisitely crafted. Initially the brand will be
online but after we open up a physical store, online and offline programs will be integrated.
What makes us different is that we’ll promote the use of our products through blog posts about
the environment, it’s issues and how we can do our part on protecting it in minimal methods.
Customer mindset
We’ll build a buyer persona from our target audience and based on that brand awareness will
be created through our campaigns (mentioned before). Our associations will always be positive
and performance measurements will be done solely on customer response.
Marketplace conditions
Competitor analysis will be in such a way that competitor loopholes will be used to our
advantage. We’ll collaborate with the best channels for business operations and investments to
provide value to customers will rise as the customer base rises.
Market performance
We offer our products at affordable prices and if the need comes, raise the price in a way the
buying behavior of customers remain the same. For exclusive products, there will be premium
prices. The goal is to keep the revenue stream steady so that there is a chance of extending the
product line in the future.
Investor sentiment
Market dynamics, growth potential, risk, etc will be considered while investing for the project
Shareholder value
Market performance will affect shareholder value. The three core indicators include how
marketing program investments will influence the stock price, the ratio of price/earning and a
company’s total market capitalization.

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 Chapter 6: Criteria of brand elements
Memorability
Memorability i.e brand awareness will be generated with the help of the campaigns mentioned
before in this paper.
Meaningfulness
We’re specific about what we want to offer and build awareness programs on that basis. The
qualities and benefits of the products will be heavily promoted so that there remains little to no
confusion at all.
Likability
Our marketing campaigns (mentioned before in this paper) are how we’ll make our brand more
likable and recognizable.
Transferability
Our brand is named “Bhubon” and we try to represent nature through the brand.
Adaptability
Customers are the topmost priority of the brand and we’ll constantly align ourselves with the
thoughts and views of our customers
Protectability
All due steps will be taken to protect all patents and defend their trademarks from unauthorized
competitive infringements.

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 Chapter 7: Conclusion
This paper provides an insight on how the writers can build and create value a sustainable brand
in the most customer-friendly way possible.

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