Marketing campaign for a leading office furniture brand called OTOBI in Bangladesh. A 360° approach using multiple media channels. Winning slides for the second round of Ad Maker 2014.

1. 360° Marketing Campaign for
ADMaker2014–Round2

3. The Brief
Make a 3600 Campaign Promoting and
Increasing the Market Share of the
Office Furniture Segment of OTOBI

4. CABBA 

5. The presentation contains animations.
Click the icon above to download the
original PPTX file

6. Presentation Outline
Situation Assessment
Marketing Strategy
Feasibility

7. Situation Assessment
Market Leader in
Branded Furniture
Driven by
Innovation
Seeking to Strike a Balance between
Home and Office Segments
Strengthening the
Expertise Perception

8. Customer Insights
• Corporate Houses, Organization, SMEs,
NGOs, High Commissions, Open
Tender Customers
• Smart designs, excellent finishing,
quality service at a reasonable price

9. Brand Identity
• Brand Essence: Reliable
• Brand Positioning: World Class Furniture
Seller
• Brand Personality: Experienced,
Responsible, Competent, Thriving, Up-
to-date

10. Current Ads
OTOBI is witty

11. OTOBI appeals to reason
Current Ads

12. What is Core Value that
customers are seeking?
• Functionality
• Durability
• Cost
• Appearance

13. DESIGN
Marketing Strategy
DESIGNDESIGNDESIGNDESIGN

14. Marketing Strategy
The BIG Idea
Design mattersTagline:
Rethinking Efficient Design

15. Timeline
• Duration: 3 months (2+1)
• Timing: May-June and December
• Launch: May 1st, 2014

16. TVC

17. TVC
• Poor designs can affect performance
• OTOBI has the solution
• Individualistic attention and solutions
• Boosted productivity -> More results
• To be aired during 1st Mid-break of the
10pm News on Channel I, ATN Bangla,
NTV.

18. Print Ads
• The Daily Star
• Prothom Alo
• Dhaka Tribune
• Independent
• Business
Page
• Friday and
Saturday

19. Billboards

20. Billboards
• Prime locations
• 6 billboards in Gulshan, Kawran Bazar,
Motijheel
• 2 billboards in Sylhet (Amberkhana,
Zindabazar)
• 3 billboards in Chittagong (Agrabad,
Nasirabad, Access Road)
• 3 billboard in Savar, Bogra, and Barisal

21. Targeted Facebook Ads

22. Design Fair
• Concept Furniture Exhibition
• Seminar on Design
• Design Contest

23. Budget
• TVC 45.69%
• Billboards 37.69%
• Print Ads 13.84%
• Design Fair 2.56%
• Facebook Ads 0.37%
• Total 100%

24. Performance Evaluation
• Surveys
– Top of mind associations
– Sales and Profitability

25. Thank you!
CABBA

26. Budget Calculation
Total Budget: BDT 39,000,000 (approx.)
TVC (SOURCE: ATN BANGLA) [45.69%]
BDT 66,000/min x 90 days x 3 channels
BDT 17,820,000
PRINT AD (SOURCE: DAILY STAR) [13.85%]
BDT 4,500/column inch x 12 column inch x 25 days x 4
newspapers
BDT 5,400,000

27. Budget Calculation
BILLBOARD (SOURCE: GHURI
ADVERTISING AGENCY) [37.69%]
BDT 1,400/sq. feet x 25*10 (average size) x 3 months x
14 billboards
BDT 14,700,000
FACEBOOK (SOURCE: FACEBOOK)
[0.37%]
BDT 1,600 ($20)/day x 90 days
BDT 144,000

28. Budget Calculations
DESIGN FAIR [2.56%]
Venue Cost 150,000
Setup 100,000
Refreshments 200,000
Prize Money 50,000
Two Times a year 1,000,000