THE

ICONICS
OBHAI

11.09.2018
 Advertising Project of MKT 337

Faculty: Onf
Sec: 04

ID NAME

1430489030 Ilme Tahrima Islam

1511773030 Moin Rahman Aoyan

1430890630 Shahriar Sakib

1511140030 MD.Mesba-ur-Rahman

Submission Date: September 11, 2018

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 Letter of Transmittal

11th September, 2018

Omar Nasif Abdullah

Lecturer
Department of Marketing
North South University

Dear Sir,
It is our privilege to submit the final report on the promotional campaign of OBHAI app. service.

We currently believe and hope that this report would help us to utilize our report writing skills and also
enrich our promotional marketing abilities. We tried our best to look deep within the matter and make
full use of our capabilities in making the study meaningful and worthwhile. We want to thank you for
giving us the opportunity to work on this group project.

Now we have placed this report before you for your kind approval. We hope that our report will satisfy
you. For any kind of queries we would be available at your convenience.

Sincerely
Ilme Tahrima
Shahriar Shakib
Moin Aoyon Rahman
Md.Mesba-ur-Rahman

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 Letter of Acknowledgement

At first we would like to thank ALMIGHTY for helping us and giving us the strength to complete this

project within time. Of course we are extremely grateful to our course instructor, Omar Nasif Abdullah;

our mentor and our INSPIRATION who was always very supportive and helpful throughout the project.

He has always tried to widen our IMAGINATION and take it to another level where there is no

BOUNDARY of CREATIVITY. Thank you Sir for mentoring us in such a nice way so that we can see

everything in a new PERSPECTIVE. We have faced a lot of challenge during the making of TVC AD. It

was a new experience for all of us. We have made a lot of mistakes during the whole process, but

MISTAKE IS THE KEY TO SUCCESS we assume. It was a WONDERFUL JOURNEY for all of us to

do this course and gather so many knowledge’s and face the CHALLENGE to our limits. Our all group

members’ efforts also have made the project so informative and resourceful. We are very delighted to

present this project .We also hope that gathering knowledge and getting prepared to make effective and

creative promotional planning and execution campaign will help us to BRING an EVOLUTION in the era

of MARKETING.

Sincerely

Team The Iconics

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 Table of Content

Group identification Pg-1

Letter of Transmittal Pg-2

Letter of Acknowledgement Pg-3

Executive summary pg-5

Campaign theme Pg-6-8

Primary research

Current media practice

SWOT Analysis Pg- 9

New Target Audience, Objectives and Pg-10-15

Execution

Media ,budgeting, Pg-16-18

Conclusion and References and Pg-19-20

Appendix

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 Executive Summary

OBHAI is the name of a four in one ridesharing app with a tagline of” riding in minutes’. It is
one of the brand label of MGH group in Bangladesh. It is a flexible application brand targeting
people of all class in the city who value safety, security and time efficiency. The brand is
launched in this year’s middle, promising it would open up to nearby 22 towns very soon.
What if one wants to go to a place in the capital with a large number of family members? Or
what about a female passenger wishing a female biker to take her to the destination? The APP.
gave a solution to these questions!
Product Category
The app offers customers cars, motorcycles, CNG-run auto-rickshaws and even seats on a 10-
seater air-conditioned microbus. The unique service includes a service named “Obon”. Through
the Obon service, a female passenger can avail services from a female biker. “It is sometimes a
little awkward to ride behind a male biker. The feeling is uncomfortable when there are
possibilities to hold on to the biker because of unwanted disturbance to maintain balance on a
two-wheeler. In some cases male bikers ride recklessly, whereas a seat of scooty, rode by a
female, might be safer and the solution to this the Obon app.
“OBHAI reduces your waiting time for pickup and travel durations as it offers multiple options
of choosing between cars, microbuses, motorcycles and CNG-run auto-rickshaws.
After operation of months they never reached their sales objectives and their reach to customers.
On going of some research we found out that they need excessive amount of promotion to
differentiate them in this compact new digital transporting market of Bangladesh. This report is
all about arranging a promotional campaign for this organization.

OBHAI is all set to launch their major campaign and they are expecting to get maximum
success from it. Our objective is to increase awareness of the brand, change in brand perception,
influence use content and driving out brand switching behavior.

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 Campaign Slogan

THE MESSAGE

OBHAI’s slogan for this marketing campaign is “We’ll be there for you”. With this we want to reflect
two things into our audience’s mind.

 Reliability
 Availability
These two factors are essential for ride sharing companies in Bangladesh. In this case the explanation of
reliability would be the consumer’s reliance on this service. With this we’re trying to express this
massage to the consumers that they can rely on us.
The other factor is availability. In this context this is a key factor of our new promotional makeover. By
this we are trying to send a message that our consumers will always find get our services whenever they
need it.
We made sure that the massage that this slogan reflects will also be reflected in the other promotional
activities that we are doing.

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 Why the brand needed a
promotional makeover?

Low Brand Awareness

No Major Promotional Activity Was

Executed

Strong Brand Image Yet To Be

Established

High Competitive Market

Primary research-
Have you heard of OBHAI?
Are you aware of their facilities?
Have you ever used OBHAI?
Why do you prefer your current ride sharing service compare to others?
Survey-
We took survey of 15 people who use ride sharing services regularly/ semi regularly. We asked them
some specific questions with options so that, through the survey we can get an idea about consumer view
about OBHAI.

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 Secondary research
We have done secondary research through their Facebook page, websites and some articles. Through
secondary research we able to do the situational analysis of OBHAI .

Current Target Market

OBHAI currently doesn’t focusing on any specific target audience. They are putting their services into the
market so anyone who is interested to get the service can get.

Those pictures are not showing which target people they are focusing on. The target audience is vague
here. First picture is showing that they are focusing on a family ride where second one is showing an aged

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person sharing a ride. Third picture is focusing on a women and last one is a ride with friend. So as a
result we can say that they don’t have a specific target audience.

Current Advertising Practice and

Use of Media
Most of the promotional activities of OBHAI are done on face book. They have got their own facebook
page where the put offers, new features and and other stuffs for promoting the brand. Besides that, they
are giving one helmets to the OBHAI riders free. They put ads into their website as well. Sometimes,
People who has OBHAI app on their mobile get messages about discount and new offers. OBHAI only
using social media for their promotional activities not even any other media for example: Television,
Radio, Newspaper.

SWOT Analysis

Strength Weakness
Ride Sharing Facilities Less Riders
Variety Services Bugs in App

SWOT
Opportunity Threats
Glooming Product Competitors
Employment Brand Loyality

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 NEW TARGET AUDIENCE

As we’ve explained it earlier, currently there are no specific target audiences of OBHAI but we won’t be
shooting arrows in the dark. We actually have very specific target audiences in mind. We’re basically
focusing on two major target audience. We choose them based on a few demographical and
psychographic factors.

 Our first target audience are the students, mostly the university going students. There are a
couple of reasons for choosing them as one of our target audience.

For some students attending university classes are very expensive and for some time
maintenance has become a huge problem. Our OBHAI moto is the perfect solution for them. It is
very time efficient as the ride sharing service would immense on a bike. Plus, our OBHAI moto
service is cheaper than the other moto rides sharing services currently available in the market.
We have added a new feature for those students who don’t feel safe riding on a bike and yet are
looking for a cost efficient way to travel. They can share a ride on a car with another customer.

 Our second target audience is the young working class people. There are a few reasons why we
choose this category of people as our second target audience.

The reason we choose this category as our second target audience is because generally the
young working class people in our city usually struggle a lot with transportation. Sometimes the
distance they have to cover to get to work is so huge that getting on a bus could have severe
consequences. Our OBHAI moto is perfect for covering large distance at a minimum time period
and going through roads with heavy traffic. And if the consumer isn’t comfortable riding a motor
bike then we even have an option to request for cng rides and cars.
We even have a unique feature designed for this exact classification of people. With this feature
our consumers can get a ride at their desired time period without wasting their valuable time
waiting for their ride to arrive. They just can schedule a ride whenever they want and at that
specific time their ride will arrive.

We believe that this change of target audience will be beneficial to this organization because a lot of our
features are very adjacent to our target audience and we’ll also be able to promote our brand keeping
certain category of people in mind.

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 Communication Objectives

Increased Influnce Use

Changing Brand Drive Brand
Brand Intent
Perception Switching
Awarness

Communication objective is a long term goal for OBHAI where marketing campaigns intended to drive
up the value of this brand over time. For the promotional marketing communication objectives should be
very clear to the people who will work for it.

Increase Brand Awareness – Increasing brand is not only a one of the most common marketing
communication objectives; it is also typical for OBHAI. Through communication we let people know
about that our company and those services exist. This will be through social media ad, leaf late in most of
the places where new target market gathered. This is the most important objective in our communication
tools. The market of ride sharing in this country is very competitive. Brand like Pathao , Uber are the
most top level service providing brand in this country. Majority of the consumers are using their services.
In this competitive market it is very challenging and difficult to make people aware about a brand which
does exist but known to people. So our most important objective of communication is increase brand
awareness.

Changing Brand Perception – Some of the people, who already know about OBHAI and their services,
Still think that OBHAI is not as much reliable as Pathao. They chose Pathao or Uber even though the
facilities are almost the same. Through communication we will make people aware of the fact that, Pathao
might be the pioneer but we have more facilities and more reliable now. The company overcame from the
lacks they had. This is how we will make a positive brand perception through communication.

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Influence use intent – Motivate target audience to use our services will be a major communication
objective. The uniqueness we have got, the services you are providing with a cheaper rate compare to
other competitors, safety and reliability through those stuffs we will attract customers to use OBHAI
service.

Drive Brand Switching -This is a specific objective of getting customers who buy competing products
to switch to OBHAI. Through comparing with other services this objective can be done. This objective is
the most challenging one and to grab the market it is mostly needed.

Major Characteristics of Objective

Setting

Characteristics of our objectives are very clear, realistic, measurable and achievable. The characteristics
are very important to achieve those objectives because if the characteristic does not match with the
objective it will be very difficult and sometimes impossible to accomplish objectives.
Product Image - Perception about our service towards the customers will be reinforced.
Enhance in communication – Communicating with customer is one of the important ways to achieve
those objectives. Using OBHAI rides can be a slice of life for many of the consumer.
Service Specification – The features it has got will boost up the success for the achievement of objectives.
OBHAI has got microbus, cng, bike and even Obon which is for female, driven the bike by female driver
.
Time Efficient – Sometimes people want to go in somewhere in a hurry. OBHAI motor bike riding is very
time efficient compare to any private car or public transportation.

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 Intended Marketing Positioning

Relaibility

Availability

We want to make a perception about our brand towards customer that we will be always available
whenever you ask. In terms of availability the first thing which customer will always think of is our
brand. Besides that, people already who know about OBHAI we will make repositioning our brand as a
way that whenever they think of availability they will first thing about OBHAI as the same way we did it
towards new users. Besides that, safety and relaobility; we will focusing on those two matter as well so
people whenever think of safety and reliability they will think of our service first . After when people
will have those perception about our brand, we will look forward to position our brand in terms of cost.

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 Creative brief
 Brand Personality
OBHAI is a ride sharing company which are proving riding service for every class of people. They
provide premium ride for upper class and also and also services for lower and middle-class family

 The Opportunity
The people who use public transportation specially students and mid-range corporate personalities, they
will get the most safe and available ride at a cheaper price

 For the Women

Today in our country we see so many sexual harassments happening in our country. women are the main
victim of those incidents. These occurrences specially take place in the crowded public transportation like
bus tempu etc. that’s why OBHAI has a special features “OBON” only for the girls, where rider is also a
woman.

 Our position
Thorough different kinds of campaign OBHAI wants to suggest a plan where people will know that there
is a ride sharing company who is ready to provide every types riding whatever the customer’s demand is.
The unique service like OBON and OBHAI CNG service will attract the people most. The message that
OBHAI wants to deliver to the target customer is that the service of OBHAI are always available at a
cheap fair for every types of people.

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 Usage of Appeals

As we all know that A fear appeal in advertising is a message that is designed to scare the intended
audience by describing a serious threat to them.
For the marketing of OBHAI we are using fear appeal. In the advertisement we are try tried to
show people about the insecurity that every girl is facing every day. We tried to show the people
that whenever a person feel a need OBHAI will be there just doing a tap

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 Media decision making
Through our ad, we will target everyone from youth to elder in our country. For covering our target

market we will choose some different media such as Radio, TV, social media, support media, creative

media,out of home advertisement media and Guerrilla marketing.

The advertisement can be done through television commercials, radio commercials, newspaper

advertisement, magazine advertisement, digital banner and billboards.

 Television Commercials:We have made our TVC in such a way that will make our consumer love

brand and feel more interested to use the application. We will air this TVC on every possible

channels in Bangladesh .

 Sponsoring headline news headings of a national channel like Channel I – OBHAI channel I new

headings.

 Radio Commercials: For radio commercials, we will go through the same message that we have

utilized in the TVC. We will make our RDC bit different from the other advertisement to make it

noticeable to the listeners which will grab the attention of consumers. We will air this on Radio

Foorti, Radio Amar, Radion Shadhin and other radio channels in the Morning drive time ,in

between of new shows and one pick hour of 7pm-10pm likely.

Newspaper Advertisements: Newspaper is one of the most vital way of communication to all class

medium. So keeping this in mind, we thought of having print advertisement in newspaper. This will help

us to reach the widest range of our target consumers. . We will post our advertisements in Prothom Alo,

Ittefak, Kaler Kontho, and The Daily Star mostly these kind of leading newspapers. Our advertisement

will be in the front page of all these newspapers in a weekly basis on the papers. Highlighting colors will

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be used and our promo will be shared for grabbing customer attentions and to receive discounts on every

first 5 rides.

Digital Banners & Billboards: We will promote our products via digital banners and billboards. Our

billboards will showcase the tagline. Our billboards will be located in Dhaka city, along with some other

districts. We will set our billboard in the important central visible places possible. Stickers for cars and

buses will be made for promo sharing.

Internet: We will open and maintain an active page or account in various social media like- facebook ,

twitter, instagram. A facebook group of OBHAI riders and users can be opened officially where ideas of

developing the product service, promo sharing, complains can be discussed and shared.it can help us to

receive feedback from our consumers and develop.One Fundamental internet factor is to develop our

website with inputting a lot of information, guidances, user friendly manual ,precautions and contact

details added. The application needs to more swift and the software can be reformed with a better version

compared with the competitors once. Nowadays online portal news is in huge preference our logos with

some pop up advertisements can be added there.The TVC can be published in our official youtube

channel.

 Magazines- A bookmark in the upcoming edition of Mirror monthly edition with our whole logo

can be added and published.

 Campaigns: We can set up a campaign in some Universities of Dhaka city. We can easily

promote our product by this campaign. We can organize a flash mob competition among the

universities with our tagline. Again we can also set up a campaign in shopping malls. People will

be encouraged to come to our stalls and know about us more. Hence it can have a positive impact

on the sales of the brand. 1000 of helmets can be distributed in certain campaigns will increase

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 our brand loyalty and create a goodwill in the market. Leaflets can be circulated in the stalls

where our promo codes are shared.

We can be a sponsor of a prestigious grand event like – a sponsor of the Upcoming International

Folk Festival will be tentatively to be hold in the ending of this year. If this can be done we can

have a huge publicity.

Budget
OBHAI(MGH) gave us 50lac budget. So, we try to advertise in different sectors based on their budget.

Television 8 lac

Face book 1 lac

Instagram 1 lac

Website 2 lac

Application 3 lac

Magazine 1 lac

Newspaper 4 lac

Events 3 lac

Digital and print media 5lac

Guerilla marketing 5 lac

Out house advertisement 2 lac

Grand event sponsorship 15lac

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Evaluation and future plans
The overall IMC campaign has been designed for increasing the brand awareness via different social
media and broadcast channels. It will meet the goal and as well as increase the ride order.

The main problem of the OBHAI was the awareness and the promotion to the customers. It is also an
outcome of our primary research via questionnaires.

So according to our survey & market target, our IMC will engage with our target market customer. TV,
print media will reach the potential number of our target customer. Digital signboard’s also covering the
outdoor advertisement. The designing way of the IMC campaign will improve the local user public and
direct involvement. And thus, will bring the expected result of the whole program.

References
https://www.thedailystar.net/backpage/OBHAI-obon-1557208
https://www.OBHAI.com/
https://www.facebook.com/ObhaiSolutions/?ref=br_rs

https://www.instagram.com/obhai.solutions/?hl=en

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Appendix

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