Company (Advertiser) Information

With the legacy of more than half a century in the designing and manufacturing of timepieces, Alexandre Christie embodies the essence of passionate design and state of art watch making. Alexandre Christie watches are Swiss made, which holds a reputations since history. A true fully in house design team works in coordination with the qualified manufacturer to make every interpretation into a master time piece. The quality is uncompromised by them. All the time pieces are made from high quality stainless steel. Stringent testing ensures every piece of Alexandre Christie watch meets the rigor of everyday use. This brand was available in many other countries including States, Australia, China, Switzerland, Mexico etc. And this is the first time this brand is entering the border of Bangladesh. Mr. Fazlur Huq brought this to Bangladesh licensing it form the parent country of the brand Alexandre Christie. Products purchased from Bangladesh will have international service warranty for two years as available in other hosting and the parent country (Switzerland) of Alexandre Christie. The brand has been brought to Bangladesh through licensing and they have planned to come up with a advertising campaign of 2 months in the initial stage.

Product Information
All Alexendre Christie watches are made from high quality 100% stainless steel. This have four categories in which the types of watches are divided and targeted. Mens Watches: This includes classic hand pieces of stainless steel for men. The price range starts from Tk/-20,000 to Tk/-85,000. Womens watches: This includes watches for the slimmer soft hands of women made much lighter than the mens collections. The prices for womens collection starts from tk/-15,000 to tk/- 70,000.

Pair packages: This includes a pair of similar type watch for both men and women inside one pack and price quote. These pieces are not to sold separately and are mostly targeted for married or unmarried couples. Price for these pieces starts from tk/- 40,000 to tk/-100,000. H3 tritium Night Vision limited edition: These are the latest pieces of art by Alexandre Christie. This is designed with a new technology of H3 Tritrium light tube technology which glows in the dark 3 times more than any other glow in the dark materials used in other watches and it also lasts thrice longer than other glow in the darks without the need of recharge from light sources. This tube lasts for more than 20 years. Alexandre Christie has allowed to Licence only 30 pieces of this technology piece for Bangladesh. Each hand piece price starts from tk/- 50,000 to tk/-95,000.

Objective
We can define our objective effectively and efficiently by the measure of the SMART objective: S- Specific M- Measurable A- Attainable R- Realistic T- Time frame

Our objective is to get 20% market share in Dhaka watch market by the end of August, 2011. We have targeted Dhaka initially because our product will be available in Dhaka, Gulshan only, where the showroom of Alexandre Christie is located. For reaching this 20% market a target of selling at least 3000 watches in the first one year starting from 01 Jan 2011 to 31 Dec 2011. Selling of these 3000 pieces will include our different types of products. The allocation of selling quantity targeted from each category watches are listed below:

Watch Category Mens Collection Womens Collection Pair Collection Night vision Collection

Target sales in pieces

Average Price

Total revenue

1200

40,000

4,80,00000

1200 500 100

35,000 70,000 80,000

4,20,00000 3,50,00,000 80,00000

Total

3000

------------

13,30,00 000

The amount Tk/-13,30,00,000 is the expected amount of revenue generated from selling the targeted 3000 pieces of exclusive Alexandre Christie watch. Successfully fulfilling this target will fulfil our objective of attaining 20% market share of watch market in Dhaka city. the goal will be to sell at least 1000 pieces within the first winter, winter is a peak time for selling watch because in Bangladesh watch is the most common gift given to the bride or groom by each other and there for this is an opportunity for the brand to utilize well with strong effective marketing strategies. We have selected the Trial strategy for the campaign as we are introducing such a product which is new to Bangladesh and we want customer to be influenced for the initial buy first. Then for later campaigns we can focus on the continuity strategy. The task method is going to be Objective task method: we look at the objective and set a budget required. Big Idea: Our big idea here is to create a Brand Image of the product Alexandre Christie in the minds of Bangladeshi people. Watches are judged by brand names and popularity. All the Brand watches are high end product and they are very critical to judge by quality as hundreds of brand can maintain a desired quality. It is all judged by the goodwill, that is the brand image of the watch.

Big Idea message: If you dont want fame, Just dont use an ALEXANDRE CHRISTIE. Tagline: Alexandre Christie, It speaks for you Both tagline and Big Idea creative message is kept consistent with one another as in an advertisement campaign the main idea of the message should be one, and here the main idea is that this is a watch which will enhance your value.

Competitors
Previously in Bangladesh there were many brands which made their place in this country opening their stores and launching their products. There is a list of brands which should be always kept in mind as competitors. They are: Titan Rado Longiness Piere cardin Credence Espirit Omega

Among all these brands Titan is our biggest threat in Bangladesh. Conducting a survey in Bangladesh targeted at under graduate and post graduate students we came up with the result that most of the students prefer to buy Fastrack watches from Bangladesh. Fasttrack is a section of Titan. This preference was build up by the catchy advertisements of Fastrack which are telecast at many popular Indian channels like Sony, Mtv etc and which grabs the youths attention in the Bangladesh market. Along with this another

similar type of survey research was conducted, targeting at the corporate personality of Bangladesh which has come up with a result that maximum corporate personality in Bangladesh prefers Titan to buy nowadays for their Indian advertisements made to create a brand image by endorsing the famous celebrity Amir Khan as their brand ambassador. As Amir Khan is a popular celebrity among Bangladesh audience too, there for this strategy of Titan is also working in Bangladesh market. For this reason Fast track and Titan are our biggest existing competitors in Bangladesh.

Segmentation
Geographic City: Dhaka For the first two years as Alexandre Christie is only going to have their showroom in Dhaka, Gulshan 2 and there for in this campaign Dhaka is segmented geographically, Demographic: Age: 20-50 Gender: Male and Female Income: High Income Alexandre Christie offers such design which is a combination of classic touch with a trendy brush. And this makes it perfect for young men and senior men. It primarily holds a good brand image for corporate people, who are like 30 to 50. And its some trendy models also can attract good number of young graduates or undergraduates. And for its high price range as a watch, it is targeted at rich peoples mainly, though many middle class can afford it if it holds a big value to them. Psychographic: Lifestyle: targeted at rich people who have a high end lifestyle. Brand Loyalty : people who will have values for brand items.

Personality : people who likes to portray himself with high values. People who prefers to have value for brand image, they are our target customers, as the watches have high monetary value and a renowned brand image. There people who would love to portray themselves with brand items will be our targeted customer type.

Target market
Our target market are divided into two categories. Primary Target Market Corporates Primarily we will target the corporate personality. Since, they are pretty concerned regarding their life styles, so it would be an opportunity to grab their attention towards a prestigious watch.

Under graduate/Graduate Students Our other primary target would be those student who are undergraduate and post graduate. These students are eager to collect new things. It is found in the survey that many university student like to collect watches as it reflects their personality. Besides many students like to wear watches for feeling superior among the community they belong to.

Secondary Target Market In Bangladesh watch is a common gift for wedding. Almost every bride side or grooms side gifts watch to the others. And our target is to make Alexandre Christie the best watch when the Gift word comes to mind.

Broadcast media: Television: Television is one of the most popular medium that has a massive number of audience. Nowadays almost every family has television in their house with cable facilities. It has massive reach compare to other medium. Almost every one watches a bit of television since evening till they sleep every day. Among these everyone, our target customers ( the corporate people, students and even it is random people who buys watch to give as gift in weddings or birthdays) watch TV mostly at that time after finishing regular day works. The biggest advantage of using television for our product is visibility of that product. Consumer will able to watch the advertisement of our product and they will get the exposure of the product instantly. The reason why we select television as our medium is to communicate effectively with the consumer through advertisement as our product needs needs sight. And visualization of the product and advertisement works best to reflect the brand image. We have decided to do TVC in order to get customers attraction by both spot announcement strategy and participants. We will show our ads two days a week on Ntv and Atn Bangla, just before the news of 10. And at any available time after evening till midnight. This because mostly corporate people are prone to watch the news more than anything else and there for share for ATN Bangla and Ntv is really high at that time. Then the participant strategy is chosen just to balance the budget set for advertising. Participant strategy is cheaper than spot announcement. After evening any time is also not bad as the rating and share are higher after evening than any other time over these two channels. TVC Our TVC is designed in such a way where in first shot- a corporate icon who has been the best CEO in the last year, sitting on his office suddenly gets a text message in his cell phone. The text reminds him that he should meet someone very special. Then he left his office immediately to his home. After arriving home he dressed up and left home to a restaurant .while he was in the elevator going to the top floor a men in the elevator looked at him but did not recognized at a glance. Again the man looked at his wrist watch and seemed to recognise him and said hello. The corporate person got surprise because he dressed up such a way that he could not be indentified easily. However when the elevator open at the top floor

the corporate icon felt uncomfortable to go to the restaurant cause he found the person that was in the lift was about to go to the same restaurant. Making an excuse of leaving cell phone in the car he went back to his car. Not to meet the girl. Because this could harm his reputation and could create a gossip over the industry, getting into the washroom he was wondering how people could recognize him. Suddenly he looked at his watch and realized its the watch for which people are consistently recognizing him. Then he kept the watch in his car and went again.

Interactive and Internet media: We would create a website for Alexendre Christie targeted for Bangladesh market. The Website link is going to be www.alexandrechristie.bd.com This website will contain six different pages: Home page Alexendre Christie AC Collections After sales Multemedia Contact us

At first Alexendre Christies latest updates, ads and promotion news will be there in the home page. Then in Alexendre Christie page, it will contain the company history and information. This will also include information of the product technology and quality. In AC Collections all the watches will be clearly presented in the screen of the viewer. The viewer will be able to rotate the watch and zoom in and out for In After Sales section, all the worldwide service centres will be mentioned with address as each watch is going to have International warranty of 2 years. Here the showroom address

and image will be also given for visibility. A sub page in this section will be named as The AC Ramp where different watches will be portrayed by different model in different get ups of the trends. Customers can have a look at different watches in different style which might guide them to select their get up for parties or official meetings without the fear of being out of trend. AC will be there to keep their customers in trend. Then, the multimedia section will include the TVC created for Alexandre Christie and the print ads published for availability to consumer at any time. And finally, the Contact Us page will contain a form filling up which by putting name, email address and security code, any viewer can contact the company for more information or any queries. These seven pages will build up an attractive and interactive site for Alexandre Christie. We will also do behavioural targeting by finding out peoples interest through their frequency of surfing categories and will also use the push technology, that is when people opens email account, like in Gmail/Yahoo. Their interest will be asked and based on it we will send them emails regarding our new launch and updates/offers at regular intervals of month after taking permission for once ( i.e opt in regulation) becuase we cannot do much frequently as it will irritate our customers. Our agency is registered with Rokso and for this our mail will directly go to their inbox where as many other promotional mails of other agencies goes to their junk which increases the rate of wastage. We will make a fan page of Alexandre Christie in Facebook including the product pictures also. With this banners will be available on Facebook. For facebook we will use guerrilla marketing. We will assign 5 people who has more than 2 thousand friends, and they will be assigned to like our Fan page and give influential comments and status, like I just bought an Alexandre Christie watch and its awesome, its like dream come true!. To measure the effectiveness of the website, we are going to use the technology of click through for the banners we placed in Facebook. And for the official website, we will use the technology that measures : hits, viewers, unique visitors and page view.

Other non- traditional media

We will also use guerrilla marketing for Dhaka club and Gulshan club. From our agency we have contact of people having a circle over there, and who visits there regularly. Two of them will be selected and they will be given two watches for free and they praise about it and tell about it to many people. People there are our target customers as all are really rich, so this will be very effective. In Guerilla marketing people we are using will be undercover agent, no one will know we have hired them and there for there saying will work as positive word of mouth which is a social influence. We will use the advertise tv of Swarma House, a very popular restaurant of Dhaka. Here many students and even corporate people goes for lunch or for hang out time. There we will place our TVC on their TV used for showing ad, and its very cost efficient too.

Print Media:
For print media we have listed newspaper and two different magazine. For Newspaper ad we have selected Prothom Alo and Daily Star for the day of launching. This is to spread the news of a new brand in town with the news about the concert arranged for promotion by Alexandre Christie. We have selected newspaper even its too expensive, because it has the widest reach in Bangladesh and the first day let the Brand name be spread as much as possible for people to get an idea of it. And though the absolute cost here is high, the relative cost is low.We will place our ad on the back page of Daily Star and the front page of Prothom Alo. For Magazine we have selected Star Campus, as it is very popular among students. We have also selected Ice today, as this is also a very popular lifestyle based magazine, targeting our secondary market. And finally we will target our corporate personalities by giving ads on the

Outdoor Media Billboard

In outdoor media we have only selected to advertise on billboards. Billboards are very effective and cost efficient. It has the least relative cost. Billboards works great as a brand reminder. So we have picked to popular locations for billboard where our target customers are most likely to see. We will put our 1st billboard ad beside Mohakhali Flyover, a specific location where people can see it before driving up the flyover till the middle way down. The billboard size will be 20ft by 26ft. The other billboard is going to be on the Gulshan 2 signal, as traffic is high there and as it is very near to the Alexandre Christie Showroom in Gulshan 2. This billboard is going to be the same size 20ft by 26 ft.

Sales promotion
Sales promotion: Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. For our product we have decided to pull the customer creating demand of our product. In case of using a pull strategy, marketing efforts are directed at the ultimate consumer and consumer promotions such as consumer contests and sweepstakes, rebates, coupons, free samples, consumer premiums, etc are used. The objective of such promotional efforts would be to create sufficient consumer demand to pull the product through the channels that is the consumers are encouraged to demand the product from retailers who in torn place orders with wholesaler or manufacturer to meet the consumer demand.

Budgeting:

Contents

Cost

Broadcast Media

11,00,000

Print Media

5,40,000

Out of home media

4,50,000

Internet and Interactive Media

30,000

Sales Promotion

5,60,000

Others

50,000

Total

27,30,000

*Calculation are shown in the appendix

Scheduling:
We will be using the pulsing method. Through out the year we will expose our ads in short and less frequently and one month before festivals and in winters for high frequency of wedding, we will increase our frequency a bit keeping the budget in consideration. And as this is a campaign for coming winter. Our scheduling will be a bit more frequent, but not as like it will be in future peak hours, because as the business expands and becomes profitable, budget for advertising will increase. Sales Promotion Scheduling In the first week of September when we launch our product, we will organize an event that will take place at BICC and where corporate personalities all over Dhaka city will be invited .Famous musicians of Bangladesh (LRB, Topu, mila) will perform in this event .while the event will be going on we will show an advertisement for several times to make the product more visible. This event will cost nearly 50,000tk. September 2011

Sun

Mon

Tue

Wed

Thu 1

Fri 2

Sat 3Event

10Contest

11

12

13

14

15

16 last Day of contest 23

17

18

19

20

21

22

24

25

26

24

28

29

30 price giving ceremony

In the second week of September, an online contest will be held in order to make people visit our web site. In this contest people will have to answer few questions and top ten winners randomly selected will get special prize including Alexander Christy watch. The questions will be asked regarding Alexander Christy watch. Sample question: Which is the mother company of Alexander Christy watches? a. Switzerland b. France c. Italy

2. Which element does all Alexander Christy watches have? a) Stainless Steel b) Rubber c) Plastic

3. What is the latest technology used in Alexandre Christie Night vision watches?

a. H3 Tritium b. H3 sodium c. H3 chloride

After the month is over, in the next month we will give pen printed the Alexander Christy logo to each customer who would buy the watch as specialty. This would help the brand to be recognized among the people in Dhaka city. The logo printed in pen will be the highlight. This offer will valid till the last day of October. A person who is given a pen with logo is likely to attract or influence other person of that society by positive reinforcement. These reinforcements are hoped to create an interest regarding the product among the target customer. Having been interested, our target customer may buy an Alexander Christy watch. Thus our target customer will become our special customer and we will get their contact number and email address so that we could wish them in any occasion through sending mail or calling over the cell phone. Eventually we will be able maintain a good customer relationship with them.

October 2011
Sun Mon Tue Wed Thu Fri Sat 1

2.Fair At Nsu 9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

In first Sunday, North-South University is going to have a fair that include al least 20 stalls representing different brand and nsu club. We will take one stall which will be registered and co-sponsored by Alexander Christy brand. Therefore a lot of students belong to North South University will come across the product and they will come to know the product as they are your primary customer. The fair will continue around two days. It will be a great exposure to almost all the student. TV scheduling: On the basis of ratings we choose NTV and ATN bangla in which our tvc will be showing at specific time. Though BTV has higher reach we dont select BTV since most of the people from outside Dhaka city watch BTV and they are not our target customer. Therefore wasted reach would be higher if we use BTV for showing our advertisement. NTV: Media vehicle: NTV news Time: Saturday and Tuesday at 10:30 pm. Time spot: Just before the news start.

Participant: Between 7:00 pm to 9:00 pm on Thursday Number of ads: 1 per day.

ATN Bangla: Media vehicle: ATN news Time: Saturday and Monday at a 10:00 pm.

Time spot: Just before the 10 news start. Number of Ad: 1 per days.

Participants: between 7:00 pm to 9:00 pm on Thursday Number of ads: 1 per day.

Print media:

NAME

Frequency

SIZE and place

AMOUNT

PROTHOM ALO DAILY STAR STAR CAMPUS

Brand Forum

15 column inch Last Page

180,000

15 column inch Front Page

165,000

Full Back page

120,000

Full page

75000

TOTAL

5,40,000

SALES PROMOTION

Name

Place Name

Unit Cost 500000

Amount 50000

Sponsorship of North south event Specialties (pen) Unplug concert

Total

university In store( with purchase) BIIC Tk/20 for 500 pens

500,000 500,000

10000

5,60,000

Conclusion In the report, till now we have mentioned the market of watch in Bangladesh and the existing competitors. We have mentioned strategies that we have selected to use for the ad campaign of Alexandre Christie. Including all this mix of broadcast media, print media, sales promotion , internet and interactive media we have made the promotion mix for the brand Alexandre Christie. This is a two month campaign as mentioned above, so keeping the budget reasonable, we have tried our best to allocate your cost at different medias keeping in concern the television rating and share, newspapers and magazines impression plus circulation and effectiveness of other medias used. The main objective here was to create a brand image of Alexandre Christie in the mind of Bangladeshi people and to increase the sales gradually to get 20% market share by the next one year in Dhaka. The main theme used here was that Alexandre Christie gives you the fame and speaks for your identity. Keeping this message same, we tried to deliver in different ways for developing an effective ad campaign. Hope this will make a mass number of potential customer to actual customer and increase the sales and brand image of Alexandre Christie.

Executive summary

Alexander Christy is the brand of quality and luxury. It is made of 100% stainless steel that ensures product quality. Besides its fascinating look it has both category for men and women. Alexander Christy is scheduled to launch in the Bangladesh market on 1st September 2011. Alexander Christy is a Swiss brand brought to Bangladesh by licensee Mr.Fazlur Hug.

Our objective id define as following the SMART objective method which is to get 20% market share in Dhaka watch market by the end of August, 2011. Having created the brand image is our Big Idea and the message is if just dont want fame, just dont use Alexander Christy. Followed by the tagline is It speaks for you.
Alexander Christy will target corporate personalities primarily .At the same time it will also

focus on graduate and under graduate student especially form high profile back ground. Considering this target customer we design two month promotional campaign which includes TVC for broadcast media, advertisement on print media, event, sales promotion, guerrilla marketing etc. Each and every part of promotion and advertisement are co-ordinated such a way that we can get maximum reach to our target customer and be able to create a healthy customer relationship. For corporate personality an event will be organized and for student especially from NSU, a stall in the fair will give the brand exposures. From broadcast media, we choose Ntv and Atn for showing our tvc as these two channels has highest ratings after btv. For print media we take two renown newspaper which are Prothom Alo and Daily Star.beside,we have decided to put our advertise on two local magazine such as star campus and brand forum. In outdoor media we have only selected to advertise on billboards. Billboards are very effective and cost efficient. It has the least relative cost. Billboard works great as a brand reminder. We have a significant amount of costing for our promotional campaign. Broadcast media costs us around 110000tk, print media costs us 540000tk. Event expenses approximate 600000tk.Inluding miscellaneous expenses we get our toal cost of entire campaign which is 27,30,000tk.