Secondary Brand Leveraging:

Secondary Leveraging

Brand Target customers People interest fairs. who on

Reasons have We will be able to create a these position in the mind of customers through sponsoring wedding fairs. Again, people who will visit the fair will come to know about us.

Sponsoring Wedding Fair

Using renown, good looking and gorgeous Top Models as spoke persons

To grab the markets Models attract attention of everyone. So, to attract the attention. mass market and to grab Young people who our young targets are going to married concentration we will use soon. Models (both male & female) Parents. Guardians Words of these experts can easily influence parents and guardians.

Using Experts (Kaniz Almas, Farzana Shakil, Kona Khan, Shakila Zafar, Assad-us-zaman Noor, Bibi Racel, Suborna Mostofa, Abul Hayat) advice and onion. Using general people as Spoke persons

For the entire target When people see that general people prefer this market. brand, then they will have a positive attitude towards our brand as well.

Sponsoring different wedding fair and fiesta. Like Wedding festival . These festivals are mostly visited by people who will make the decision for the purchase of commodities for wedding. Though sponsoring to these feasts we can come more close to our customer.

Using famous, good looking and gorgeous models (male and female) as spoke persons and brand ambassadors. Models have the ability to take hold of peoples attention. This is an easy way to create a space in consumer mind. Again, a young person likes to follow models, their outlook. So using models as spoke persons will continuously knocking them positively.

People believes on words of experts like Kaniz Almas, Farzana Shakil, Kona Khan, Shakila Zafar, Assad-us-zaman Noor, Bibi Racel , Soborna Moftofa, Ali-Zaker, Abul Hayat. They take their advice positively and also like these peoples preference.

We can also use general people as our spokespersons to make the customers believe that this shop is for general people. When people see that people who are same or similar to them like the brand then they also consider that this brand fits them perfectly. So this is another way to create a crystal clear position in customer mind.

Product/Value innovation
Blue Ocean Whenever, marketers wishes to follow the BOS (Blue Ocean Strategy) then they started to find unchallenged market where competition is almost 0%. And try to capture a new market where no one has entered yet. For our outlet Bibaho Nama we try to create a BOS as well. The three tiers of non customer for Bibaho Nama

Third Tier: People outside Dhaka city Second Tier: Parents andteir: First relatives Young professionals (25-45 )

First Tier: Young self dependent professionals who are going to be married very soon. These types of career oriented people usually spend very less time for shopping of their own wedding. As a result most of their shopping is done by their parents and relatives. And bride/grooms choice and preference become less important. So we are trying to tie this young, career oriented but unmarried professionals in the first tier of the non-customer. Second Tire: In our culture parents are often more excited about their childrens wedding. They started to roam around Shoppers World to Chadnichalk, Gawsia, Shabag, Benarashi polli in Mirpur even sometimes plans for India to get the best

thing for their beloved child. If they got all these things together then they might not go to different places to collect different products. So we consider these parents group in our second tier. Third Tier: people who do not live in Dhaka but make their shopping from Dhaka when there is a marriage ceremony are our target for third tier. These people do not know many places in Dhaka. If they get all the products in one outlet then it will be easier for them and will prefer to but from that specific outlet always.

The Four action of frame work Eliminate:

Luxurious outlet Expensive Outlet

Reduce:
Hazel Less time consuming Roaming to deferent places Loss of energy is lower Cost saving

Raise:
Unique Value Beauty Saloon facility Rent-a-car service Expert Advice

New

Value

Create:
Honey-Moon Package Dhaka-Cox bazaar-Dhaka Bangladesh Goya Bangladesh Bangladesh Malaysia Bangladesh

Eliminate: We are doing away with the image that, exclusive Saree-Suit outlets are luxurious and expensive shopping store. As we are targeting the middle class and upper middle class people, so we are reducing price level of the products. Our customers will get their expected quality product at a premium price. Reducing: We are reducing the hazel for the shopping of any wedding ceremony. When all goods needed for a wedding program are available in one single outlet

then they do not have to go to different places for shopping. It will save their time and energy. Rise: The unique value that one will get everything in one shop and customized products. We are offering beauty parlor facility to the customers. Beauty Saloon facility: Either our customers will get a 15 percentage discount on different parlors like Womens World, Persona, Farzana Shakils, Drems, Banthai, Face wash, Arobics. Or they will receive a package of total beautification (makeup, hair treatment, spa and other services) where the bride and the groom will get a discount of 35% for these services. Rent-a-car: Rent a car service will be also available in Bibaho Nama. But this offer is valid for Dhaka region. Expert Advice: If anyone wants to have advice about their outlook, for them we are providing expert advice.

Create: With the Honey-Moon package we are creating a totally unique value for the newly married couple. We are offering three type of package for the HoneyMoon package.

Offer place Dhaka-Cox bazaar-Dhaka Bangladesh Bangladesh Goya

Time and others

Cost

7days package with residence BDT 25000. and food

5days package with residence BDT 40000. and food 4days package with residence BDT 50000 and food

BangladeshMalaysia Bangladesh