Welcome Everyone, To Our

Presentation
Project Title: Customer Driven Marketing
Strategy of “RAVEN”

Acknowledgement

We, the undersigned students for the project on customer driven

marketing strategy of RAVEN, are delighted to submit the report
under the course: Introduction to Marketing.

We would like to extend our sincerest gratitude to Farhana Habib

Zinnia, Lecturer at North South University. Her directions and
teachings are an integrate part in completion of this assignment.
We are extremely grateful for the opportunity that you gave us to
demonstrate our innovative ability and we sincerely hope that you
will appreciate the work we have done. Furthermore, if you kindly
accept our project, we are ready to answer all queries regarding it.
 Table of Content
• Executive Summary
• Introduction
• STP Strategies
• Marketing Mix Strategies
• Product Price
• Place/Marketing Channels
• Promotion
• Public Relation
• Strategic Applications
• Future prospect
• SWOT
• Conclusion
Executive Summary
This report is based on a marketing plan for our company to review our business
and spread our products to our target customers. We have followed the standard
process of marketing plan which includes:

1. Product Review
2. Current Market Situation
3. Threats and Opportunity Analysis
4. Objectives and Issues
5. Marketing Strategy
6. Actions Program and
7. Budget
INTRODUCTION

“Raven” aims to provide high-quality products to the people

of Bangladesh. We are producing various flavors of perfume.
Our intention is to provide premium products with greater
value. The leaves and rhythm represents our logo. We want to
represent our company with a tag line which is a very bold
and precise statement. Our Tagline is “Fragrances that
define you”. A mission statement is a very short statement of
a company’s goals, operations, and values. Our mission
statement is “Certified Natural Perfumers”
STP Strategies
Segmentation Target Marketing
• Bases of customer’s want, need, and demands • Micro marketing
• Two type: 1. Demographic, 2. Geographic • Company resources
• Product Variability
Demographic • Products life cycle stage
• Age: 16 to 55 • Competitor’s strategy
• Gender: Male, Female and Unisex
• Life-cycle: school-college going , working and
Positioning
others
Our objective of a positioning strategy is to
establish a single defining characteristic of our
Geographic
brand “Raven” in the mind of our consumers.
• Dhaka - Dhanmondi, Uttara, Mirpur, Baily Road
and Online platform Raven claims that it's products are unique &
• Chittagong - Online platform affordable as it is based on natural ingredients
• Sylhet - Online platform & antique scents.
Our positioning strategy is The Same Benefits
for Less Price.
Marketing Mix Strategies
Raven is an organic perfume that uses rare natural
elements. This is a 100% halal perfume not contain any
toxic chemicals and it is beneficial for our skin.
Product
• Core benefit
• Basic Product
• Expected product level
• Augmented product level
• Potential Product level
 Men - Aromatic, Citrus, Oriental, Woody
 Women - Floral, Citrus, Chypre, Oriental
 Brand Sponsorship
Manufacturing - We are producing and branding
our own product.
• CHALDAL (Dhaka)
• GUPTODHON (Chittagong)
• SYLHETSTORE (Sylhet)
“RAVEN” Pricing Strategy
• Cost-based pricing
• Market penetration
• Discount and allowance pricing
• Promotional pricing

Factors to consider while setting the price

• Marketing Objectives
• The Market and Demand
• Marketing Mix Strategy
• Costs
• Consumer Perception of Price and Value
• Competitors Costs, Prices, and Offers
 Place/Marketing Channels
• Factory - Old Town
• Targeting marketplace - Dhaka, Chittagong and Sylhet
• Available in supermarkets, corporate organizations, and different local stores in Dhaka.
• Online distribution : Dhaka, Chittagong, Sylhet
• Online Marketplace : chaldal.com, guptodhon.com.bd, sylhetstore.com

Distribution Channel
• Direct
• Indirect
 PROMOTION
• Averment
• Sales Promotion
• Direct Marketing

STRATEGIC APPLICATION

Strength
 No use of alcohol makes it
100% halal
 Beneficial for people with
sensitive skin
 Organic perfumes have a
therapeutic effect on the body
and mind.
 No presence of harmful
toxins or chemicals
 Affordable pricing
 Produced and branded locally
SWOT ANALYSIS
Weakness
 As we are relatively new it
will be difficult to attract
customers
 Not being available outside
Dhaka, Chittagong, and
Sylhet
Opportunities Threats
 We can expand locally.  Huge competition.
 We can step into the  Less recognition
international market
 ‘Raven’ can appease both the
youth and the adults
 Through collaborations with
various online stores we can
expand all over Bangladesh.
Conclusion
After doing this market planning about “RAVEN”, we can easily
understand the self-oriented value, environment-oriented value,
and oriented value of the customers regarding perfume.