North South UniversityAssignment-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:

24th 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 it’s 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 Gadara’s” 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. 1stday we can write only “It’s not Burqa…”; 2ndday “It’s not Bikini…” & 3rdday “It’s 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 it’ll be the best way. In our

advertisement we’ll mostly focus on product’s 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.