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Executive Summary
Over the last decade, Bangladesh has experienced a boom in the Information Technology industry. Samsung, Sony, Panasonic, Singer, Hitachi, Nippon Limo, Toshiba, Walton, My One, LG
Butterfly, Phillips, Great Wall

etc. are the existing players in the market. With these categories

all are fighting for the top position in the market, people have been enjoying different services with different pricing and features. Reasonable cost has made it popular especially among the middle class. We have also given a complete description of the entire advertisement and promotion campaign for the new service, starting from pre-launch and continuing all the way to the maturity stage. There is also description of the different media chosen, the subsequent frequency, relevance to the target audience and their justification. The product life cycle has been broken down into introduction, growth and maturity stage along with the time length. The IMC calendar shows the different media and activities implemented during these periods.

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Introduction
Bangladesh is an attractive market for electronics goods as well as large and highly concentrated population. With approximately 160 million inhabitants, it ranks as the eighth most populous country in the world and is among the most densely populated. This sector has shown growth and modernization, keeping pace with overall economic growth, the increase in middle-class consumers, and changes in purchase patterns. Hence, in this report we are going to analyze a new package to be imported from India which brand name is Videocon and witness once again that Power Plus is doing something for its market, giving back something unique to the society. The segment which we are targeting -the middle class and high class family is very lucrative and has been left relatively untouched so far. As result this segment would prove worthwhile of attention from the companys perspective. The objective of this report is to focus on the communication strategy that an electronic company like Power Plus will undertake and the methods to be implemented to launch a successful communication campaign of the new service Founder Laptop brand. Youth Laptop service is a new concept thus it will attract more customers; all prices are designed with the middle class service holder of Bangladesh kept in mind. Being a brand extension of India Videocon inherits the good will of the brand.

Companys Profile In brief

Company Name: Power Plus Pte. Ltd. Company Status: Private Ltd. Company Details: Importer and Distributor. What does it sell? It generally sells UPS, Laptop, Computer Accessories and Generator, IPS, Water Pump. Moreover, it provides various services related with electric and electronic goods.

Current Turnover: US$ 2.00 million Year 2009 Country Coverage: 75% of whole country Product Brand: Power Plus, RED FOX, Founder, Fujian
Other Brand: Intel, Seagate, Honda.

Company Name The name of my company is Power Plus Pte Ltd. Its brand name is Power Plus and brand motto is Revolution to Change. It generally Import & distributes UPS, Laptop, Computer Accessories and Generator, IPS, Water Pump. Moreover, it provides various services related with electric and electronic goods.

Company Description This is a private limited company its mainly import & distribute UPS, Laptop, Computer Accessories and Generator, IPS, Water Pump. Moreover, it provides various services related with electric and electronic goods. ,
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Mission Statement Power Plus Pte Ltd. will provide the community with innovative and eye catching home appliance, Gen set and IT elements with up gradation for any age group. Our mission is to make easier life with revolutionary change establish as leading company in the country and make more comfortable life through our innovative ideas, quality & convenient strategy. Goals and Objectives There are some objectives to start this business. Those are: To be a market leader with our product line. Providing best ideas, quality & affordable price. Ensure quicker customer response. Cope with change & up gradation for consumer. Making efficient human resource. Maintaining best ideas, qualities, prices, multi-Channel distributions for the consumer, so profit is its logical sequence.

Product Description Brand Pyramid

We mainly focus this model for the fulfillment of our brand.

Attributes:

Logo: The new logo is a symbol of Moving Organic Body. Its very eye catching. The different color attacks customers. It means that it is providing light to the people and it is moving forward.

Quality Product: So far in the electronic industry Videocon has succeeded in earning the reputation of providing the best product in India. It is Founders strongest business proposition. So we also believe to provide the best quality product to the people of Bangladesh.

Availability: We will make the product available in Bangladesh. Our network expands in primarily major districts and will cover the remaining one by one.
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International Brand: Videocon is an international brand providing premium quality product and service to its valued customers and now the top company in India. We also believe that International brand image will facilitate to capture market easily.

Variety: Different packages and prices will be offered to cater to the diverse needs of the Laptop users. Middle Class Electronics Goods: We have dual purpose: to receive an economic return on our investments and to contribute to the economic development of Bangladesh where communication can play a critical role.

Product Line: Power Plus Pte Ltd wants to make peoples life easier through our huge product line in power, IT and electronics sector. So customer will get home appliance under a roof. Videocon has its huge product line as well. So it is easy to get everything without hassle.

Benefits: Emotional: Attitude: Videocon for Everyone We want to pose the line as establishing special facilities for every Bangladeshi people. We want to make services with pricing that made Videocon affordable even to the general populace; for example, even a middle income people can easily use our products. We want to popular it and make it an integral part of our culture. All these will prove that we care for the general people. They through their various services. Wherever you are keeping in touch Value: Staying in conformity with Bangladeshs culture, Power Plus prioritizes mid class values and care for the loved ones. Functional Benefits: Price: Power Plus wants to offer a variety of price range. This option meets the needs of the different users. Quality with Price: Power Plus desires to provide such kind of electronics goods that will be unparallel in Bangladesh. Any user can be confident that he would be able to reach to buy the product. Post Purchase Service: Whenever one seems to have a problem regarding the any Videocon products, the after purchase service aim to facilitate its users in everyway possible. Once again the electronics goods users feel to be taken care of by the company. Variety: Through a wide variety of electronics goods options, Power plus wants to make its products available and affordable to all. realize it

Sensory Benefits: Clear Difference: The good quality and reduced price may play a vital game here. Due to its dual benefits the competition will favor Power Plus that is very clear. People do not have high price what the other person is saying. Personification: Traits of Power Plus: o Reasonable o Lucrative o Competitive o Supreme Essence: Power Plus wants to establish the essence - Videocon for Everyone

Marketing Goals and Objectives

The main objectives and goals set by Power Plus Pte. Ltd. are:

o Make all products accessible to all Mid class to Above o Offer better range of quality products o Establish rational prices o Maintain products standard and quality services with better pricing. o Improve product quality frequently. o Contribute to improve education standards o Also, increase the current market share and other promotional activities

Marketing Process

Existing Market: All over in Bangladesh. How the Existing market is segmented:

The existing market segmentation can be categorized as Geographic, Demographic and Psychographic segmentation strategy.

Geographic Segmentation: The new service is to be introduced in two phases. In the first phase: Dhaka and Chittagong. Later, the marketing will be established in the rest of the country.

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Here the Red dot shows the current operation of Power Plus Pte Ltd.

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Competitors: COMPETITORS

Samsung

Sony

Panasonic

Toshiba

Great Wall

Phillips

and many more, Demographic Segmentation:

Social class: Middle class income people to upper class income people Nationality: Any One Demographic Segmentation (Social Class Based)

Upper Class Income People Psychographics Segmentation:

Middle Class Income People

Lifestyle: Young persons who are always busy and out of the house. Also, it will benefit those who like to stay connected with study, business, friends and family through internet. Attitude:

Trendy and outgoing people would prefer this product due to easy movable and stay connected through Internet. So it may be used as an entertainment medium. Secondly, it would also appeal to those for whom time is a big issue. They can stay in touch with the ones they need to at any given time.
Personality:

Very professional about studies and prefer consulting with classmates and

group members about studies as much as possible.

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Budget For Market Promotion

Tool 1. Advertisement Media TVC Pre Launch Launch Post Launch Newspaper Insertion: Pre Launch Launch Post Launch Flyers Radio Posters Magazines (Pre Launch Launch Post Launch) SMS Catalogues Seminars, Articles, Trade and Consumer Promotion and ads Budget 32%

10%

11%

2. DM 3. PR 4.Promotion 5.Reserve Total

2% 17% 7% 11% 10% 100%

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Explanation of Media Choice Explanation of Media Choice

Different Media Choice: Advertising is pivotal to the success of any new product or service. To make it most effective Power Plus will have to use a combination of different media to reach the highest percentage of audience. The combination would include: Electronic Media Print media Press Conference

Electronic Media: Electronic media is one of the vital elements to establish a brand. Mainly TV Ad is use entertainment and easy way to reach the actual message to the customer group. Power Plus is going to start its own tv ad soon and already 50% work has done. Print Media: Most of the people have the habit of going through some kind of newspaper or magazine. So, putting ads in there would definitely make them aware of Power Pluss new offer. Also, people related to the students, for example, parents, can also inform the students about the new offer once they come across the adverts. Moreover, the adverts would be useful for early teens as their parents still play a major role in their purchase decisions. So, print media would facilitate them and their parents. The usage of print media will help Power Plus to create desired level of brand recall among the target audience.

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Different print media: 1. Newspaper: Newspapers have a high credibility. It is a permanent record and has a reasonable cost. Advertisements would be put up in the most selling newspapers of the country, such as Prothom Alo, The Daily star, Independent, and Ittefak. An advertisement in a newspaper has more flexibility compared to a TVC as people can read a newspaper at any time of the day. A person can sit down with a newspaper whenever he chooses. So, with newspaper we are always staying connected with people. Those who do not watch TV may read the newspaper and wherever there no TVs, newspapers are even found in there. So, brand awareness can be created thorough newspaper
2.

Magazine: Magazines are attractive to people of all ages. Teenagers and young adults have special magazines that are especially designed for them. For example, Computer Bartan Computer Jogoth etc and advertisements in the named magazines thus can reach a specified group of people and thus cost effective as money is not being spent on the purpose of communication on people who does not belong to the target audience.

3. Flyers: Flyers will be distributed to the direct customers who are the actual target audience. It will be distributed at some shopping center and places where people 34rvisit frequently.
4.

Billboards: The easiest and the cheapest way to catch the attention of the moving people of the city. It will be hung at the busiest of roads and streets, where people travel by a lot. Such places could be the following: Mohakhali flyover area, Gulshan Avenue, Dhaka Air Port Road

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5.

Farm Gate. ETC. Motijheel GEC Circle Probotok Mor & Agrabad. Some Highway Road ETC.

Posters: Posters in some residential areas would be good for making the target audience awareness. It will remind the audience about our products and thus to reach the desired level of brand recall.

6. The Catalogue Content: Here we will show pictures of distinct models with three distressed expressions on their faces. Also we show the benefits and the features of the products we have. Also we mention the benefits of the users.

Press Conference:
Press Conference has the highest acceptability in Bangladesh. It has flexibility and selectivity and is most effective for reaching the masses. It is one of the most popular medium in Bangladesh. The news will reach to the mass people by electronic and print media very soon. It will also cost effective.

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Plan For Next 1 & Years

THE PRODUCT LIFE CYCLE AND COMMUNICATION TOOLS: Time Span: 1 and years.
Stages Stage1: IntroductionTime Period First 6 months Communication Tools Advertisement Direct Marketing. Public Relations Activities and create some show room/out late in whole Bangladesh. Stage 2: GrowthNext 9 months Advertisement Promotion Advertisement Stage 3: MaturityLast 3 months Promotion Public Relations Activities

Affect on consumer behavior: In the pre-launch stage the communication tolls would get the attention of the potential initiators and influencers. Initiator: All the media used aims to convince the initiators that Power Plus is coming up with something great and it is worth watching out for. Influencer: The people who play influential roles would be convinced from the ads that they deserve something that is better than the current products available. Thus, from this conception, they would begin to communicate with their dear and near ones.

Trade promotion:

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Trade discounts: Power Plus would give handsome discounts to the dealers/direct customer buying the new products right after its launch. Traders are very important in Bangladeshi market. They can easily convince a buyer at the point of purchase. Thus the traders are happy with our products. It is required because about a new product people know little and they would be cautious about whether they should invest or not. Therefore, the roles that traders play will be highly valuable and we want the traders to be with us because their active part will give us success. Relevance: The traders are very important part of our campaign. Through this trade promotion we would show that we value their support and service. This will make the distributors feel better. Traders are influential people. Their faith in the company will help Power Plus to attain extra and fast volume that they desire. The product is going to be introduced into the market on the third of May. Therefore, all the authorized dealers must have enough SIM cards and packages at hand. The trade discount is going to make sure that it happens.
All the advertisements will create brand recognition with the consumers.

Marketing Plan (SWOT ANALYSIS):

Marketing analysis of the Macro Environment:
A.

Demographic: Our target audience is the middle class income people; If the number of the consumer increases per household the potential purchasers would increase too. Political: Present government has a vision that is digital Bangladesh by 2020. Government has a plan to implement their planning one by one to reach our Bangladesh as digital Bangladesh.

B.

C.

Technological: If one of the competitors comes with a better technology, they will be offering better services with more attractive pricing. It creates competition. Social: Through reduced price and quality products with new advantages, users would get to stay connected with friends and families, studies and business. Economic: If the cost of living goes up drastically (inflation), we may lose the market because the new customers will not be interested to invest their money here.
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D.

E.

Conclusion
In the light of the above discussion, it is indeed tell that the present market is very competitive. The other branded products captured the existing market. It will be tough to enter into market for the first time. But taking the initiatives discussed earlier, it will not be so tough for us to compete with other established products in Bangladesh market. Goodwill, business experience, marketing strategy, suppliers on time support lead us to achieve our goal. ==================== X =======================

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