The underdogs (Sheba xyz) PDF

Preview

Summary

Project report for Sheba xyz...

Description

1

Letter of transmittal: 28th April 2109 Omar Nasif Abdullah Lecturer & Assistant Proctor Department of Marketing & International Business North South University Subject: For the Acceptance of group project.

Dear Sir, It is our privilege to submit the report on the promotional campaign of SHEBA.XYZ. We believe that this report would help us to improve our report writing and promotional marketing skills. We did our utmost to do the work according to your guidelines and indulge ourselves in making the study appropriate. We hope the report will be informative and comprehensive. We want to thank you for giving us the opportunity to work on this 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. We hope with anticipation that you would like and accept our project. We shall answer any sort of query you may have regarding this project report. Looking forward to your co-operation,

Sincerely yours, Tarikul Islam Hridoy - 1712542630 Md. Tanvir Hossain – 1712611630

2

Acknowledgement: It is high time we expressed our gratitude and humble submission to the Almighty and to the people who have helped us in completing this task of preparing the project within the scheduled time. A course project is an essential part as we gather practical knowledge through it. We would like to show our deepest gratitude to our course instructor, Omar Nasif Abdullah, Lecturer & Assistant Proctor, Department of Marketing and International Business, North South University; who instructed and guided us to prepare this project. We believe that the road to improvement is a never ending one. Hence, we look forward to and gratefully acknowledge all suggestions received.

3

Executive summary: This report provides an analysis and evaluation of new promotional strategies that should be used by “SHEBA-XYZ”. Since the brand failed to reach its potential consumers, we have tried to come up with some new and exclusive promotional tactics to boost up the brands market value. We have created a new campaign theme to create awareness among the consumers. Some of our suggested promotional activities are as follows-

Use of TVC, Radio advertisement, Social media and etc.

-

Create awareness in the market by media promotion

-

Use of print media and newspaper advertisement

-

CSR campaigns

We have also added an approximate cost of these promotional activities at the end of the report that will help to set new target for the brand.

4

Contents Background:.................................................................................................................................................6 Situation analysis-........................................................................................................................................6 Identifying the challenges:...........................................................................................................................6 Why it needs promotional makeover:.........................................................................................................7 Current target market:.................................................................................................................................7 Current ad practices:...................................................................................................................................7 Objective-....................................................................................................................................................8 SWOT Analysis:..........................................................................................................................................12 Identifying TG:...........................................................................................................................................13 Campaign:..................................................................................................................................................13 CSR Campaign:...........................................................................................................................................14 Campaign Objective:..................................................................................................................................15 Creative Brief:............................................................................................................................................15 Use of Media:............................................................................................................................................16 Budgeting-.................................................................................................................................................24 Media schedule-........................................................................................................................................24 Appendix:..................................................................................................................................................25

5

Background: Sustainability for any business comes with solving real world problems and addressing the gaps in the market. Entrepreneurs, who do so, have the vision to make a greater social impact. SHEBA.XYZ was commercially launched in July’15, has been successful in providing quality services to their customers and is currently the largest online service platform in Bangladesh. They provide convenient ways for customers to avail different types of services such as home appliance repair, pack and shift service, automobile maintenance, daily services, etc. Apart from ensuring efficient supply and providing service warranty, SHEBA.XYZ helps customers hire verified and professional service providers. They won the Bangladesh Startup Award 2017. They maintained their service mostly with the help of Facebook, recently they have also opened a call center, by dialing triple three you can talk to their customer support 24/7. They did their promotions mostly on Facebook and on other social media, there are a few billboards and flyers for the marketing but no television commercials till now.

Situation analysis: After four years of completing in this market, they became national award winner and provided 47000 jobs, on average it serves 6000 customers in every month. And now it is thinking about going beyond our country. Although there isn’t any strong competitor who can outrun Sheba.xyz now. The main challenge of Sheba xyz is people aren’t aware of this platform. People are now used to of using mobile applications for services and they trust freelancers but Sheba has failed to reach people who could be their potential customer, but because of its wonderful idea it has survived this much of time.

Identifying the challenges: SHEBA.XYZ has been doing well from the very beginning because of its unique idea but it can do much better than this. The challenges SHEBA.XYZ is facing is that the people don’t know much about this brand or do not know about it at all. They do not know what kind of services or how many services SHEBA.XYZ can provide. When we did our market research we found out that half of the people we included did not know what SHEBA.XYZ is and half of the people

6

who knew SHEBA.XYZ, did not have any idea how about the diversified services they can provide. In short, providing information about the brand is the main challenge.

Why it needs promotional makeover: SHEBA.XYZ did their marketing mostly on digital platforms and also marketed using flyers and mobile messaging. After four years, if we look into the current situation of SHEBA.XYZ then we can see that their communication hasn’t been much successful. People don’t know what Sheba xyz is, they are also unaware of what services SHEBA.XYZ can give; this scenario is bad for a brand. After four years they needed to think about how people recall their brand but now they have to think to create awareness and because of their poor communication they need a promotional makeover.

Current target market: SHEBA.XYZ is the online service market place who supplies verified service providers with the customers on an on-demand basis. The service is focused on Dhaka city. It we analyze its current target market; we can see that it targets various segments of consumers at the same time as it is a platform for various kinds of services. Each service can be used by different types of customers as anyone could need household and other services at any time. SHEBA.XYZ integrates the common traits of such needs of their consumers and provides more inclusive services. SHEBA.XYZ services aren’t economical products, so they do not target people below middle class. They target different social classes which are, the middle class, upper middle class and higher class. They also target people from different family life cycle such as, people from bachelorhood, honeymooners and parenthood. The regional segments are focused on residential areas, bachelor prone areas and high profile areas.

Current ad practices: The current advertisements of SHEBA.XYZ are on different social medial platforms and they also do SMS marketing. They have also distributed flyers at the initial stage.

Methodology: The main objective of our research was to analyze the market and consumers action towards the brand. In order to complete the research, we have conducted primary and secondary researches. The data we found from the research and its interpretations are given below7

Primary researchFor the campaign, we created an online survey form to collect primary data from our customers. Moreover, we conducted the survey personally on 15 people in interviews. This survey helped us to identify are our target group and their knowledge about our brand and its products. Some key questions, their data and findings1. Which social class do you belong to?

Interpretation: Target market of SHEBA.XYZ are people from higher, upper middle and middle classes in the social class spectrum and we have reached those people for our survey.

8

2. Where do you belong in family life cycle?

Interpretation: This indicates where our target customers belong in the family life cycle.

3. Have you heard of “SHEBA.XYZ”?

Interpretation: This shows if the people from our survey knows about the existence of SHEBA.XYZ or not. We can see that more than half of them know about it.

4. Do you know what kind of services “SHEBA XYZ” provides?

9

Interpretation: This indicates to the fact that even though more than half people know about SHEBA.XYZ but they do now know what services SHEBA.XYZ provides.

5. Have you ever seen any advertisement of " SHEBA.XYZ "?

Interpretation: This graph shows us that many of our target consumers have not seen any kind of advertisement of SHEBA.XYZ.

6. If you have, where did you see or heard about it? 10

Interpretation: Again, a lot of people has not seen any advertisements but those who have seen some, saw it in social media or heard it from somebody.

7. If you can have " SHEBA.XYZ " in a reasonable price, would you like to use it more often?

Interpretation: This shows that the targeted customers are interested in using SHEBA.XYZ; so, SHEBA.XYZ needs to get them used to online service purchasing behavior and become more trustable.

11

Suggestions from the respondents: Many of the respondents have asked SHEBA.XYZ to promote their services more as they do not know what types of services SHEBA.XYZ can provide. They have also asked for discounts as most of the middle class people perceive the services to be expensive solely because of their online presence and they also have trust issues regarding online service providers. This could be solved by giving them incentives to try the products and see the benefits themselves, this could also help them get adapted to online service purchasing behavior.

SWOT Analysis: Strengths: 1. Pioneers of the online service market. 2. A large variety of services. 3. A good brand image. Weaknesses: 1. Hard to deliver constant quality. 2. Needs to have an active internet connection to operate the app. 3. Price can be a problem. Opportunities: 1. Untapped market. 2. Rise of technology dependence. 3. First mover advantage. 4. The demand for quality service. Threats: 1. Lack of trust on online service platforms. 2. People not used to online service behavior. 3. Other online service providers, like Handymama.

12

Identifying TG: There is no new target market for SHEBA.XYZ. It is affordable for middle class people to higher class people and people from different cycles of life are targeted as anyone can need household and other services at any time. The geographic, demographic, psychographic and behavioral characteristics are explained below, Geographic: Inside Dhaka City, focusing on residential areas, bachelor prone areas and high profile areas. Demographic: Age: 18-55 Income: Medium to high Gender: Both Male and Female Occupation: Students, Service holders, business men and housewives. Psychographic: Lifestyle: People from bachelorhood, honeymooners and parenthood of the family life cycle. Social Class: Middle class, Upper middle class and Higher class. Behavioral: Frequency: Our consumers can be both heavy users and light users. Bachelors may depend on the services who have less time for household chores hence becoming heavy users and the light users will use it for their own personal conveniences.

Campaign: SHEBA.XYZ is an online platform who mainly provide everyday household and other services at an on-demand basis. They connect professional service providers with customers when the customers seek the services. Their goal is to provide on demand services within 60 minutes at any time. Our campaign is going to focus on the 24/7 service assurance of SHEBA.XYZ and also convey the services they provide. The message will be based on what services can SHEBA.XYZ provide at any time to a customer. This is because most of the 13

people do not know what services they provide and that they can provide it at any time of convenience. The slogan is, “Sheba jokhn tokhn”. The “jokhn tokhn” emphasizes on the on demand feature of SHEBA.XYZ and the services they provide will be portrayed on the media advertisements.

CSR Campaign: We are also going to laugh a corporate social responsibility campaign associated with the recent “no trash challenge” phenomena. The challenge is to clean outdoor garbage where it shouldn’t be and this challenge has gone viral around the world. SHEBA.XYZ will provide man power to all the people in Bangladesh who are going to take part in it. Whoever wants to go clean the trash outside and take part in this challenge will be encouraged to do so and they will just need to contact SHEBA.XYZ to avail their help.

Campaign Objective: 1. On demand service: One of our main objectives of the campaign is to show the convenience of on demand services. A consumer can seek service from SHEBA.XYZ at any time they want. 2. Services: The second object of our campaign is to notify the customers about the types of services SHEBA.XYZ can provide. 14

3. One stop solution: Another objective is to position SHEBA.XYZ as the one stop solution platform for all household related services. 4. Convenience of the App: The app would make it easier for the customers to seek service from SHEBA.XYZ.

Creative Brief: Positioning: SHEBA.XYZ positions themselves as the on demand service provider of a large variety of services. The focus is on the convenience of timing and services, hence being the one stop solution for many services at any time. Brand Personality: The on demand one stop service providing online platform. Opportunity: The opportunity to have the first mover advantage in the market and to be the leader of it. Campaign Tagline: “Sheba jokhon tokhon” Big Idea: Don’t have time to do house hold chores? Do not want to do it even when you have time? The cleaner took the day off? No one there to drive your mother to the market? SHEBA.XYZ is there to serve you whenever you need them. This is relatable to our campaign tagline, “Sheba jokhon tokhon”; where both focus on the variety of services and at any time. Creative Strategy: The creative strategy is focused on rational appeal. The appeal is based on the benefits of using SHEBA.XYZ as they can provide the services the customer needs and when he needs it. Execution Strategy: The slice of life approach is going to be the execution type as the whole idea of the campaign revolves around what problems people face in everyday chores.

Use of Media: Broadcast media: There will be a Television commercial (TVC) for cable televisions. The TVC will be shown before, after and in between breaks of news, reality shows and TV serials. 15

16

Print Media: Printed advertisements will be attached to newspapers and magazines. Flyers will be handed out and also given through newspapers. We will be showcasing our campaign in newspapers like The Prothom Alo, The Daily Star and The Kaler Kantho; also focus on 17

different lifecycle magazines as in, ICE Today, Anannya, Anondo Alo, Corporate and Anondo Lok.

18

19

Outdoor media: We will make radio commercials and air them on different channels during rush hours. We will put up billboards where we can such as, exit and entry points of residential areas and also create festoons and banners for marketing in different occasions. We will do nontraditional marketing by pasting flyers on public transports and also paint the vehicles that are owned by SHEBA.XYZ to promote the brand.

20

Digital media: We will create some social media commercials and digital contents to reach our customers and inform them about what SHEBA.XYZ can provide them. The

21

commercials and contents will be targeted to them who seem to seen such services and within the target range of SHEBA.XYZ.

22

Budgeting-

Media schedule-

23

Appendix: 1. Survey link- https://docs.google.com/forms/d/1NNxtT1vnxRejV8ON_4BKafYD4UuF_WUkGWf3nWcKXk/viewform? ts=5cbf0069&edit_requested=true&fbclid=IwAR0hxvifu_IEBvPXXwiEgeRL4erbUb09o_Ib1G7DXO Rs-uA89UXyda6jrr8

24...