North South University

Assignment-1 (MKT-337.07)


Submitted By:
1.
2. Nur-A-Habib ID# 1020185030
3. Mir Tonmoy Rahman ID# 1220013030
4.
5.
6.
Submitted to:
Taufique Hossain (TmT)
Faculty, North south University
Bashundhara, Dhaka

Submission Date:
24
th
June,2014.
I.
It goes without saying that, our choice is varies country to country, religion to religion, person
to person. Besides many components, one of the main differentiate component is dress. For example,
Burqa is a common dress in Muslim country but in the western country its not. On the other hand,
Bikini or other short dress is discouraged to wear in Muslim country. A woman entrepreneur invented
a dress called Burqini which is the mixture of Burqa and Bikini. If we want to launch this product in
Bangladesh, in the first place we have to observe the market condition or people mentality in this
country.

a) Due to the facts, that Bangladesh is developing country, now the women and girls of our country are
attending in different activities and sports. But Bangladesh is not only a developing country but also a
multi-cultural country. So the women who found herself restricted due to her cultural background and
religious beliefs, I want to launch burqini in Bangladesh to co-operate with them. So my target market
is the following-
Women ( specially Muslim women)
Age between 18- 35
Sports person specially the women
The people who love to travel, surfing, ride, climb mountains.
Women who are not only conservative person but also the victims of cancer or burn.
b) Marketing communication objectives are long-term goals where marketing campaigns are intended
to drive up the value of your brand over time. In contrast to sales promotions, which are short-term
inducements to buy, communication objectives succeed when you persuade customers through
consistent reinforcement that your brand has benefits that customer want or need. In this case, if we
launch Burqini in Bangladesh then our main communication objectives will be to increase brand
awareness. It is not only one of the most common marketing communication objectives; it is also
typically the first for a new brand/company. When we initially enter the market, we have to let people
know our company and products or services exist. This might include broadcast commercials or print ads
that depict the image of our company and constant repetition of our brand name. The whole objective is
to become known and memorable. We would like to maintain top-of- mind awareness, which means
customers think of us first when considering our product category.
c) As it is launched in Bangladesh for the first time, we need to follow the pull strategy to create its
demand in market for the conservative and sporty women.As it is a new item for the women it should
be advertised and promoted around the country. In advertising, we can show its uses, benefits comfort
level after wear, thus the customer will eager to buy the product.

II.
Since our target market is sports women and young women, we have to make strategy for advertising
which can easily reach to those people. Nowadays many women interested in mountain climbing,
swimming, cricket, football etc in Bangladesh. These are the reason we have to focus on this event in
our advertisements. In addition, since practical example is more effective, so we can use the example of
Iranian female athletes who used this Burqini in Beijing Olympic. Again, we also use the example of
Ruqaya Al Gadaras example who is the champion of Bahrain Olympic short-distance running and use
this Burqini.
To illustrate, we can use her Quote to several billboards or in print media. She said Wearing Burqini
during Olympic improved her performance. In addition, we can use an interesting strategy in print
media. 1
st
day we can write only Its not Burqa; 2
nd
day Its not Bikini & 3
rd
day Its Burqini And
last day we can describe details to increase awareness.
We can also use Radio or in T.V ads. Furthermore, the most effective ad can be done in social network
site especially in Facebook. Because, this is a product for young girls and woman and they mostly use
facebook for communication, so in order to introduce them with our product itll be the best way. In our
advertisement well mostly focus on products benefit such as breathable, flexible, moisture-control
fabric etc. Bangladesh is a Muslim country and for this we have to keep eye on the modesty also. If we
can do all these successfully I think
Burqini will be a very popular brand in Bangladesh.