Marketing Promotional Plan For

Fazar Ali Lungi

Prepared For:

Mehnaaz Samantha Kamal (MZL)

Lecturer of

Marketinng Department

North South University

Prepared by:

Samrat Alam 1420678030

Gazi Shaila Shafi Tisha 1421548030

Tahmina Darain Tonima 1410979030

Fahim Faisal Ripto 1431051630

Akib Shah 1420965030

Course Details: Promotional Management (Mkt 337, Sec 250)

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Letter of Transmittal

Date: 29th March, 2016

Mehnaaz Samantha Kamal (MZL)

Course Instructor

Dept. of Marketing and International Business (#SBE)

North South University,

Bashundhara, Dhaka.

Sub: Seeking consent for submitting the Project report of Fazar Ali Lungi.

Dear Mam,

We are pleased to submit our project report on MKT 337. Our report focused on a textile product

Lungi which has mass target marketing.

We have done some analysis and utilized some marketing promotional plan tools such as

customer analysis, swot analysis, communication objectives, push/pull strategy, integrated

marketing communication and some more analysis.

We enjoyed working on this report and hope you will find it innovative.

Sincerely yours,

#Samrat Alam

#Gazi Shaila Shafi Tisha

#Tahmina Darain Tonima

#Fahim Faisal Ripto

#Akib Shah

2

Table Of Contents

SL

Content

Page

1

Introduction

3

2

Executive Summary

4

3

Background of the company

5 - 7

4

Conduct a target market research

8 - 12

5

Communications planing process (SWOT)

13 - 17

6

Communications Objectives

17 - 18

7

Marketing Communication Strategy (Push/Pull)

18 - 20

8

The Communication theme

20 - 21

9

Tools and Media to be use and why

21 - 22

10

Evaluation and Control

22 - 25

3

INTRODUCTION

Fazar Ali Lungi is product of Fazar Ali Textile Ltd it’s a private company status: registered (22

October 2013). This company shares its pride in the countries glorious sector for 3rd generations

based on men natural supportive and comfortable home wear just like- Lungi, three piece for

women Sharee and many assorted Fashion wears. They start their journey since 1976 and their

Textile factories situated in Narayanganj. From the era of technological evolution Fazar Ali

Textile start their journey.

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Executive Summary

The report deals with the marketing plan of a product calling Fazar Ali Lungi

which belongs to the Fazar Ali Textile LTD. This report analysis all types of

analysis which is related with the promotion of the Brand. We are going to discuss

background of the company, market research, tools/media, SWOT analysis,

communication objectives, push/pull strategy, communication theme in the

customer market. Likewise it’s a complete plan of promoting product Fazar Ali

Lungi in customer market.

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BACKGROUND OF THE COMPANY

The tradion of Lungi in Bangladesh started before the liberation war of 1971. But most of the

companies start promoting their after liberation. And the daiagram showing their promotional

activities from 2005-2016. Fazar Ali Lungi actually chooses few marketing communication tools

for promotion their brand. They using a prototype communication objectives whose are not much

effective (They have only one Ad) in marketing communication. Rarely in some rural and semi-

rural area (Barishal, Foridpur, Shatkhira, Noakhali, Gazipura, Majhikandi, Soriatpur) they

promoted their self through 1 or 2 RDC and in urban area they used some Local channels

(Khulna Vision, You Cable) for showing their TVC. And after 2013 they totally stop their

promotion.

Promotional activities of Fazar ali Lungi and its competitors:

Brand Name Activities in Percentage

AMANAT SHAH LUNGI 100%

PARIZA LUNGI 57%

FAZAR ALI LUNGI 13%

ULKA LUNGI 21%

STANDARD LUNGI 64%

ATM LUNGI 79%

Advertising system: Fazar Ali Lungi without a single TVC they never spread out a single

video advertisement for their promotion. In year of 2013 they promote a TVC at the occasion of

EID-Al-Fitr. But they rarely published that ad in some local TV channels like (Khulna Vision,

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Tara Bangla, and Bengaline). And for rural area promotion they also made a RDC. But there

those types of promotion were not much effective in consumer/customer mind.

Their Previous TVC:

https://www.youtube.com/watch?v=1E3ZwSKeNCo

Their Previous RDC:

https://www.dropbox.com/s/7ic4xhxrodnf98m/fazar%20ali%20lungi%20bd.mp3?dl=0

Direct Marketing: From all the tools of direct marketing billboard, posters, leaflets will be

more helpful rather than any other tools because our main target is people of rural areas and

other tolls will be irrelevant for them. Need to set some massive billboard in the main

Bazar/market of a rural or semi-rural areas and same thing for the urban areas. And need to set

some volunteers for distributing leaflets and posters we can also use newspapers for distributing

this. (Financial express BD-23)

Sponsorship: In the year 2008 in Faridpur zilla Fazar Ali Lungi arranged a folk concert for

promoting their brand towords the areas people.

The Fazar Ali Lungi follows a horizontal chain to maintain their workforce :

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The Horaizontal Chain Of Fazar Ali Lungi:

Chair Person

Managing Director

Director1

Director2

Supervis

or

Accountan

nt

Manager Supervisor Accountan Manager

8

Target Market Research

At first the marketers had to identify the requirements of the customers for launching FAZAR-

ALI LUNGI as a new product in the market.

Segmentation

-Identifying

-Meaningfully

-Different groups of

customers

Targeting

-Selecting which

segment(s) to serve

MARKET SEGMENTATION APPROACHES

GEOGRAPHICAL

-Continent

-Country

-City

-Regions

-Climate

-Population

BEHAVIORAL

-Occasions

-Degree of loyalty

-Usage

-Buyer readiness

stage

-User status

DEMOGRAPHIC

-Age

-Gender

-Family size

-Occupation

-Income

-Education

-Religion

-Nationality

PSYCHOGRAPHIC

-Lifestyle

-Social class

-AIOs (activity,

interest, opinion)

-Personal values

-Attitudes

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LUNGI is worn by the 60% people of Bangladesh which known for the tradition it carries

within.

FAZAR-ALI LUNGI textile specially segmented people living in Bangladesh to remain then

about this cloth.

In bangladesh there are a maximum number of Lungi manufacturing company Amanat shah

lungi, Pariza Lungi, Fazar ali Lungi, ATM LUNGI, Ulka LUNGI, KHODDORER LUNGI,

STANDARD LUNGI, PABNAR LUNGI but their promotion is consistently low but if assume a

average ratio of focusing on their promotion then we can show it like this way:

Statistics of promotion of all lungi companies

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Segmentation done by FAZAR-ALI LUNGI

Geographic Segmentation:

Regions: FAZAR-ALI LUNGI was introduced mainly for the people living in northern,

east and south area at Bangladesh. Lungi is a traditional outfits so that most of the people

wearing it.

Nationality: They are basically targeted the Bangladeshi people as the initial customer.

It’s generally represented our culture.

City: People living in the metropolitan areas or the cities will buy the product more

frequently.

Population density: They are mainly targeted Urban people. Most of the village people

are using lungi because they are really comfortable to wear it as so lungi is a well-known

product in Bangladesh.

Climate: They will be more popular in high temperature area. Because most of the

people are wearing lungi for the relaxation. Bangladesh has a subtropical monsoon

climate characterized by wide seasonal variations in rainfall, high temperatures and

humidity so that most of the people are wearing lungi for comfort.

Demographic Segmentation:

Age: They are targeted customers between the age of 20- 50. They really focus on this

segmentation, around 30-50 age of people generally used lungi in their daily life.

Gender: This product only for the male. Male person can wear lungi.

Family life cycle: They are segmenting people living as a single or in a nuclear family.

This kind of family usually are wearing lungi in their daily life and they are using for the

relaxation.

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Income: Also they are segmenting people earning per year more than 30,000 tk. Income

is the important segmentation part they are mainly targeted. They are mainly targeted

middle class family.

Education: They are basically segmented the university and the college students. Most

of the university students are wearing lungi.

Occupation: They are mostly targeted the official people/ the working people.

Religion: Segmentation done to target the Muslims and Hindus, as they use to wear the

lungi most. Lungi is a traditional outfit and Bangladesh is a Muslim country. Around

80% people are Muslim and 20% are Hindu.

Psychological Segmentation:

Lifestyle: Lifestyle of a person can be different from one another. Fazar-Ali Lungi done

the segmentation based on the lifestyle different people are leading.

Such as people who are more traditional minded or likes classic product and who are more

indoor oriented.

They are influencing the young generation to go out wearing lungi and try to be more

comfortable.

Behavioral Segmentation:

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Occasions: They are influencing the younger generation to wear the lungi as their daily

clothing. Now-a-days young generation not really using lungi in their daily life that’s

why they are targeted young generation to using their product.

Quality: Fazar-Ali Lungi is a very quality full lungi and segmenting the people who

wants to be more comfortable in the cloth like lungi. Quality does matter so that they are

really focused in this quality of the lungi.

User-status: They are targeting the non-users and partial users to try their product for

their own satisfaction. Most the people are used lungi for satisfaction.

Readiness Stage: People may have not heard about the fazar-Ali lungi as it’s a new

product so targeting the unaware people to buy. (Belch, 2015,p.46)

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Communication Planning Process

SWOT Analysis :

A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses,

opportunities, and threats involved in a project or in a business venture. A SWOT analysis can be

carried out for a product, place, industry or person. It involves specifying the objective of the

business venture or project and identifying the internal and external factors that are favorable and

unfavorable to achieve that objective.

Strengths:

Targeted to low and middle class people:

Most of people of low and middle class are preferring lungi than others cloth.

Quality Product :

The quality of Fazar Ali lungi is quite good and comfortable.

Reasonable Price:

Comparing to other clothing, the price of lungi is reasonable and everyone can easily buy

and use it properly.

Reflecting own cultural identity:

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Lungi is treated as a Bangla tradition. It reflects our Bangladeshis culture and identity.

Availability of low cost labor: The Cost of producing lungi is less. Cheap labor is one

strong point.

Weakness:

Limited experience of customers:

All of people are not interested on wearing lungi. There are many people who think

wearing lungi is looking odd and they think it is hampering their prestige.

No Market Share:

Fazar Ali Lungi have not any market share. This is another major weakness .

Strong Competitor:

Fazar Ali Lungi has strong competitors in markets. This is very challenging to cope with

them. That’s why more promotional efforts are needed.

Small Distribution Network:

They have no sufficient distribution network. A limited distribution is used.

Low productivity:

A huge amount of productivity is not possible at a time. It fails time management.

Limited knowledge in international marketing information:

A lack of proper limited knowledge in international marketing information and they

cannot enter a foreign market.

Poor infrastructure:

Latest and modern technology is not used for producing lungi.

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Opportunities:

Increase the distribution network:

Fazar Ali Lungi cans easily increasing the distribution network.

Acquiring the newer technology and techniques:

There is a big opportunity to use newer technology and techniques.

Market can be big and attractive:

If they know the strategy then the market can be big and attractive to customers.

Takeover the distribution:

They can easily take over the total distribution.

Threats:

So many competitors:

Lungi has becoming more popular day by day. So many competitors can easily enter the

market.

New entrance from the competitors:

Any new competitors easily enter the market

Political Unrest:

Hartals, Strikes are hampering the process of distribution.

Retaining consumers:

Retaining consumer is the most challenging task for that company.

Economic Instability:

Changes in interest rate, income rate are the causes of economic instability.

Increases of general taxes:

Government increases the rate of taxes.

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Increasing the price of raw materials:

The increasing the price of raw materials is regular phenomena.

Exporting low-cost products to the international market:

In many cases exporting low-cost products are common to the international market.

Worldwide reputation:

Lungi has gained worldwide reputation in a less time.

Move into high value added products through diversification:

There are many diversified product to attract the possible consumer.

Current Market Segmentation:

“Fazar ali lungi” have the market segmentation following basis:

Demographic Segmentation:

Demographic Segmentation is done on the basis of:

Age: Lungi is only suitable for teenager ,matured and aged people.

Gender: Male person can wear lungi.

Lifestyles: All people are not interested on wearing lungi.

Social Classes: Fazar Ali Lungi is mainly focusing on lower class and upper

lower class and Middle class usually people of high classes are not interested to

wear lungi. people of poor classes are more comfortable to wear lungi than others.

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Targeting:

Fazar Ali Lungi is target following customer:

Youths.

Mature.

Aged.

Youngsters.

Positioning Strategies:

Fazar Ali Lungi wants to put an image of their product (lungi) in the consumers

mind as compare to competitor’s product. They want to target youth, mature, aged

and youngsters that have to assurance of best quality.

Slogan: ‘’ , ফজ ’’|

New Positioning Strategy:

Fazar Ali Lungi should give more concentration on their promotional campaign. They

should invest more on making TV Advertising and printed version ad on National

Newspapers and they can also open more showroom in popular places like inside on

markets. There are many people are here who haven’t any idea about how to wear lungi

properly so some demonstrations can be arranged for them.

New Slogan will be : “ ফজ ’’

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Communication Objective

What are the problem ? ? ?

Fazar Ali Lungi has lack of effective promotional campaign. The potential customers

have not get proper idea about Lungi. Sometimes lungi is neglected and criticizes in

many ways. Wearing a lungi is treated as poor characteristics. So, Fazar Ali Lungi gets

the attention of customers if they can grab the desire to wear the lungi. We see many ads

of different products. But Fazar Ali lingi have not any significant or eye watching ad.

They have a few dealers and one showroom. These are main problems regarding Fazar

Ali lungi.

Solutions:

Fazar Ali Lungi should give more concentration on effective promotional campaign.

They should invest more on making TV Advertising and printed version ad on National

newspapers and they can also open more showroom in popular places like inside markets.

There are many people are here who haven’t any idea about how to wear lungi properly

so some demonstrations can be arranged for them.

Marketing communications strategy

There is different kind of strategy followed to promote a product in market. So we have followed

one type of strategy to promote our product. This plays a critical role in a marketing strategy.

Products or services need the support of well-devised schemes of promotion. For our product we

use some strategy which is described below. For fazar ali lungi promotion we will follow push

strategy.

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Push strategy: push strategy is such a strategy which programs designed to persuade the trade

to stock, merchandise and promote the manufacturer's product.

With a push-based supply chain, products are pushed through the channel, from the production

side up to the retailer proud ct. We follow some technique to promote our product (fajar ali

lungi) according to push strategy.

First of all we have to provide discount to the customers for promoting our product. We will give

them some commission to sell our product as well. We will say them to attract the customer in

such way that next time when they will buy lungi, they will buy our product (fajar ali lungi).they

will give information to the customer that our product quality is best.

Second of all we will send some seller who is smart and intelligent to provide information to the

customer about our product. They will go to different shop and market to give information such

as how our product is better than others product, the quality of product, and the price range of the

product.so it will help our customer to know about our product from our seller.

We made an advertisement on our product which will telecast in television to know about our

product. Television is such a medium by which we can reach our product to the customer. So we

can promote radio or television ads, using social media to communicate with as many consumers

as possible

There is another way to promote our product .we will give leaflet to people to know about the

product. We will build some billboard in public place for promotion as well.

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we are following those strategy to promote our product. We are following those steps to let know

people about our product and for selling the product in the market. So, we hope that our strategy

will support enough for selling our product in the market .These strategy will increase our

customer as well as selling in the market.

The Communication theme

As we are promoting our product (fazar ali lungi) so we are thinking about the campaign as well.

Because of the campaign people will know more about the product.so, we will arrange a

campaign to promote our product very well.

This campaign will help our product to promote one step more. As our brand (fazar ali lungi)

already exists in market so the customer have some idea about our product. By doing this

campaign our product will be modified one step higher to our customer.

As we are campaigning about the product so we will go different place for promotion. For

promoting fazar ali lungi we will go different village for campaign. We will arrange some

traditional sports such as nouka baich, bull fight, etc. we will be the sponsor of this arrangement

so the people of the village will know about our product. They will know about the new product

and in future when they will go to buy any lungi they will prefer fazar ali lungi.

Besides, we will arrange some concert, band show for city people for campaigning. Here we will

be also the sponsor.so people will learn about our product.

We will offer some gift for our customer as well. Some gift hamper by scratch card such as car,

mobile phone, fridge etc. This campaign will help to let people know about our product and they

will be interested to buy more.

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Tools and media to be use and why

Promotion is the best way to promote any product. Through promotional tools we can easily

attack those people who wear lungi. When we saw fazar ali lungi’s previous advertisement we

saw that their advertisement was not that much attractive that can easily attract people or make a

interest on their mind, and their model of those advertisement is not that much popular face.

They don’t use any direct marketing for their promotion.so on the basis of that we have decided

to work on advertisement, direct marketing (bill board, posters, leaflets, newspaper) and we will

also offer some coupon, incentives to our customer. Sponsorship is another way to attack

customer.

Advertisement: For our advertisement we will use those celebrities whom are very popular for

their work and acting. We will use those celebrities because people like those peoples

advertisement those are very popular and they try to follow those peoples promoted brand.so if

we use those popular faces on our advertisement than we can easily gain a lot of market share.

We try to contact the entire TV channel for telecasting our advertisement. When people see once

advertisement so much than automatically they feel curious on our product and come for

purchasing.

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Broadcasting media: Our main focus on rural people so try to reach then through radio.

Because in tea stall almost every people come and spend their leisure time. So we will make a

RDC with an attractive voice that can automatically reach on their mind.

Direct marketing: direct marketing is a process where we can easily reach people mind. through

attractive bill board, poster, leaflets we can rewind people about our product. We try to use some

funny, colorful bill board, poster, leaflets that can easily make a sense to them, and we will using

our bill board to any local bazar where people come for their daily purchasing things and also

spend their time by gossiping . We will also using newspaper advertisement we can easily reach

all types of people. Because all most every people read newspaper daily.

For promote our product we will offer people some lucky gifts like flat, gold chain, TV,

refrigerator, motorbike. We will also offer them that if they want we can also make them their

own design lungi.

Facebook page: their Facebook page is not that much useful and informative. So will develop

their Facebook page that people could easily know about this product and what types of design

we use for our product and the main thing is what is the facilities of this product that they can

easily know.

Evaluation and Control

If we looked at Fazar Ali lungi's previous promotion on their product we saw that they don't have

use that much promotion tool's for promote their product and maybe that's why they don't

achieve their desire goal and fall downwards from the market. To reach on the desire goal their

always need some plan. If we use marketing tools properly than may be we achieve market share

like other top companies.

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if we looked at back than we saw that Fazar Ali lungi company don't made any attractive

advertisement that made people curious about their product and they also don't use any types of

print advertisement, newspaper advertisement, bill board advertisement, email marketing, social

media marketing, direct mail marketing. Now a days social media is one of the most popular way

to promote any product because almost every people use internet for pass their boring time. But

when we go to their Facebook page we saw that their page is not active that much and there is

less information about their product. So it is tough for people to understand about their product

and its facilities.

Advertisement is one of easiest way to promote any new product because people like to pass

their leisure time through watching TV. But they don't use that much advertisement for promote

their product and that's why people don't have that much idea about this product. When people

looked an advertisement more than twice than automatically they feel something about that

product and its run through their mind. Because of less advertising like TV media, bill board,

newspaper advertisement it's fall from market and people attention.

Sales promotion is now a day's most effective way to promote any new product. Through

sample, coupons, bonus packs, price off, event sponsorship now a days companies are reach to

their desire goals. But when we try to find any of these activities we find nothing that means

there is lack of sales promotion and this is another reason for their failure.

After analysis all of their previous promotion we fine they use less promotional tools for their

promotion and that's why we have decided to work on IMC tools like Advertising, direct

marketing, internet marketing, sales promotion.

Publicity: For publicizing of Fazar Ali lungi we are going for television announcement, print

media, newspaper, bill board, magazine. our target people is rural area people so it would be

better if we use any Bangla movie's popular hero for making our advertisement because rural

area people always try to follow their favorite hero and they have a trust on those people that

they always promote those product which is good, and they also believe that if they use that

product may be they also look like him. We always try to promote our advertisement during

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Bangla movie and drama because this is the time when people watching TV the most. When

people saw an advertisement more than three or four times than it easily sat on his mind than

than he feel curious on it.

Through any inspirable people voice we can also make a RDC for promoting our product

through radio. Because on the morning and evening people pass their time by gossiping near any

tea stall or market, and almost every market and tea stall people use radio. So when we promote

our RDC on radio than people who don't have TV they can easily know about our product and

the people who are gone for gossiping towards there they also know about our product.

If we use any big colorful attractive near the markets than may be it would be effective for

motive the customer to buy this product.

Straight selling: Straight selling is the easiest way to understand people needs and wants and

what’s their thinking about any product. By Tele marketing, direct mail we can achieve a big

market share. And by straight selling we can also find some loyal customer for our product. The

people who don't have enough time for watching TV and hearing radio we can easily interact

with them through telephone and mail.

Internet marketing: Now a day's people love spends their time through internet. So if we try to

interact with them through E-mail, social media, and video marketing than it will be remind

people about our products. If we send people E-mail twice a month than it create an image on

their mind and whenever they for go to purchase any lungi they can easily remember our brand

name. Every month if we make some short video for promoting our product on Facebook, E-mail

than people will felt curious on it. The most important thing is to build an informative Facebook

page on internet, because when people felt curious on any product than they always go for that

company’s page to understand about their product quality and how is their product.

Sales promotion: for promoting any product sales promotion is one of the most effective ways

to promote any product. If we go for samples, coupons, bonus packs, price off, event sponsorship

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than it can easily gain customer attention. Because people always like coupons, bonus, price off

and they always wait for these types of thing. At the beginning of our promotion if we go for this

than people will go for this and after sometimes when people find the benefits of our product tan

it would be easier for us to find some loyal customer.

IMC tools are the most effective tools for introducing any new product. By the IMC tools a new

company can achieve their goal. so if we go for advertising, direct marketing, internet marketing,

sales promotion in a very creative way and effective way than may be in lungi market our

company will be the top most lungi company in Bangladesh and other country.

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References

-George E. Belch and Michael A. Belch (2015)

Advertising and promotion. 10thedition. Mac Graw Hill

education.

- https://www.facebook.com/FAZAR-ALI-LUNGI-

172362373099704/?fref=ts (Fazar Ali Lungi Facebook)

- https://www.facebook.com/FAZAR-ALI-LUNGI-

172362373099704/?fref=ts (Financial Express BD)

-Fazar Ali Fabrics LTD.( NArayangonj)