Marketing

Report

Presented To:

Sherina Idrish
(SeH)

Course
Instructor
Acknowledgement
We take this opportunity to express our profound gratitude and deep regards to our
course instructor, Sherina Idrish for her exemplary guidance, monitoring and constant
encouragement throughout the course of this thesis. The blessing, help and guidance
given by her time to time shall carry us a long way in the journey of life on which we are

Syed Abrar Zaman Md. Mustafa Shakil Tasnuve Maliha Himi Farhana Afrin Tonni
Nusrat Zerin Anonna

ID-1230345630 ID- 1310489030 ID-1230748030 ID-1231333030

ID-1230912630

about to embark.
Lastly, we thank almighty, our parents, brother, sisters and friends for their constant
encouragement without which this assignment would not be possible.

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Table of Contents
Numb Title Page
er
1. Introduction 4
2. Company Overview 4

3. Potential Competitors 4
4. Target Market 5

5. Marketing Objectives 5-6

6. Market Planning 6-16

7. Conclusion 17

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Introduction
Lovisa is a relatively new comer in the Australian jewellery market but it created a buzz just after
its commencement. As a result it extended its operations in 6 countries throughout the world
with over 180 stores within 3 years only. Now it wants to operate in Bangladesh. Bangladesh is a
developing country with a Per Capita Income of about $900. Besides, lately the upper-middle
class emerges as a significant portion of the total population. These factors instigate Lovisa, a
world recognized brand, to set up a franchise in Bangladesh.

Company Overview
In April 2010, LOVISA first launch their jewellery and hair accessories retail store. LOVISA was
created out of a need for current fashion jewellery at an accessible price point. Their trend
spotting department in London, England takes inspiration from high fashion couture runways and
current street style. The keen eyed design team at LOVISA AUSTRALIA uses a wide range of
materials and expert finishing techniques to deliver fashion forward designer jewellery and hair
accessories. LOVISA now can be found in 6 countries throughout the world with over 180
countries.

Potential Competitors
From our marketing analysis, we have concluded that the following are the potential competitors
that Lovisa would face in the market:

Dhaka Region:

Diamond World Limited

Gemstone Gallery
Arabian Fashion Gallery
Celebration Jewelers
Amin Jewellers

Chittagong Region:

Opel
Arabian Fashion Gallery

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The Target Market

Geographic Demographic Psychographic

Dhaka Age- 13-55 Social Status-
Chittagong Occupation- Upper Middle- High
Students, Service Class
Holders, Lifestyle-
Housewives, Ambitious,
Businesspersons Achievers,
Income-15000- Modernists
50000 Personality- Fashion
Gender- Male and Conscious, Trendy,
Female

Marketing Objectives
Vision
To build profitable customer relationships by developing and providing majestic ornaments.

Mission
To provide best products and services to customers.
To increase market share in the existing jewelry market of Bangladesh
To make available customer-oriented portfolio.

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 Objectives
Specific- To grab 50% of the high-end jewelry customers and 30% of the upper-middle class
customers from existing market.

Measurable - To increase the overall jewelry market share by 10% and market growth by
10%.

Attainable & Realistic- We will try to gain a 50% hold of the current high-end jewelry
buying customers as Lovisa would be the first international brand to offer unique jewelries and
accessories to the market.

30% participation from upper-middle class is targeted because customers of such economy will
not buy just seeing the brand rather they will compare the price with substitutes. Hence,
providing mildly expensive jewelries with international quality will help us to achieve the targeted
percentage.

Lastly, if we able to gain 50% coverage from well-off customers existing market and 30% from
high-end customers market, we can increase both the market share and growth by 10%.

Time bound- All of these targets should be achieved by 2 years from commencement.

Marketing Planning
Lovisa is well reputed for its exclusive features and branding around the world. Positioning is all
about making a unique mental image about the product in customers mind. Therefore, we will
position Lovisa with a huge collection of exclusive products in terms of attributes, benefits and
creating values.

Positioning by Product Attributes:

Lovisa will offer Specialty consumer products. It means we will try to create brand preference and
loyalty in the customers mind through-

1. Providing international standard Lovisa products by means of Straight Product Expansion

and Product Invention for jewellaries that should be compatible with Bangladeshi culture.
2. Making original Australian essence available in styling and designing.
3. Providing a broad collection of jewellaries with distinct features than potential competitors
in terms of color, type (gold, diamond, pearl, platinum etc.) and trend.

Positioning by Product Benefits:

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Lovisa will offer several benefits through its products like-

1. Customers can feel themselves unique and gorgeous.

2. Each of the jewellaries is made under strict control during lab test. Hence, no prohibited
chemical is used and users will feel them natural and cool in warm condition. Besides, any
jewellaries (say metal, diamond, pearl) will not cause any skin problem like allergy.
3. The cutting and shaping of each jewellaries are done in Australia. So, products are highly
durable.

Positioning by Creating Values and Beliefs:

1. For wedding collections we will position Lovisa as a perfect match for the most loveable
one.
2. For comparatively low priced jewellaries our positioning will be now Bangladeshis are
capable to afford world class elegant jewellaries.
3. As a whole, matching Lovisa with a symbol of high status.

Location of the Stores

We have decided to locate the stores in the following areas in Dhaka & Chittagong:

Dhaka Region

Gulshan
Banani
Dhanmondi
Bashundhara City, Panthapath
Jamuna Future Park, Bashundhara
Duty Free Store, Hazrat Shah Jalal International Airport

Chittagong Region

Sunmar Ocean City, GEC Circle

Mimi Super Market, Probortok Circle

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Product Mix
In Lovisa we will offer not only jewelries and ornaments but also hair accessories for women and
babies, besides, bracelets, watches and sunglasses for male customers. The elaborated product
mix is as follows:

1. Product Mix Width:

a. Womens
b. Mens
c. Babies

2. Product Mix Length:

For Women- Color, Trends, New, Essentials, Exclusives, Bangles, Necklaces, Earrings,
Bracelets, Rings, Watches, Hair, Accessories
For Men- Watches, Bracelets, and Rings
For Babies- Chains, Earrings, Rings and Anklets
3. Product Mix Depth:
a. For Women-
i. Color- Black, Brown, Crystal, Green, Multi, Pastel, Pink, Red, Turquoise, Yellow,
Blue, Cream, Gold, Grey, Orange, Pearl, Purple, Silver, White.
ii. Essentials- A little secret, Bridesmaids, Classic Gold, Fashion Black, Fashion
Silver, Bridal, Diamonds & Pearls, Classic Silver, Fashion Gold.
iii. Exclusives- Ear Cuffs, Luxe Links, Pastel Prism, Statement Neck, Monochrome,
Petrol Metal, Tango Pop
iv. New - 2 for $20, Bridal Style, Memory Rings, Perspex, Bold in Black, Diamond
Stimulants, Glorious Gold, Luminous, Silver Linings
v. Bangles- Gold (Carat- 22, 21, 18)
vi. Necklaces, Earrings, and Rings- Gold, Metal, Clay, Diamond, Platinum, Pearl,
Silver.
vii. Bracelets- Bangle, Chain, Bangle Cuff, Thick Tube Bracelet Pack, Curved Stripe
Cuff, Wrap Stretch, Chunky, Stone Clasp
viii. Watches- Small, Medium, Large, Black, Silver, Rose Gold, Gold, Leather.
ix. Hair- Hair Comb, Hair Piece, Hair Pins, Hair Slides, Hair Clip/Corsage, Tiara, Head
Chain, Head Band,
x. Accessories- Polishing Cloth, Brooch
b. For Men-
i. Watches- Leather, Gold, Metal, Silver
ii. Bracelets- Metal, Chain, Bangle Cuff, Thick Tube Bracelet Pack, Curved Stripe
Cuff
iii. Rings- Gold (Carat- 22, 21, 18), Size(R -W)
c. For Babies-
i. Chains, Earrings, Rings and Anklets- Gold, Silver.

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Product Mix

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The Launching & Integrated Marketing
Communications Campaign
Launching promotion:

We aim to start the preliminary launching campaign around six months before the grand
opening of the stores in Bangladesh, with the main events relating to the launching campaign
starting from about one or two months before the opening.

Integrated Marketing Communications Campaign:

We will follow these 7 steps to ensure a successful IMC campaign for the franchise:

Step-1: Identifying the Target Market-

We have shown our identified target market in page-5 of our report.

Step-2: Marketing Objectives-

We aim to accomplish the marketing objectives through the following activities:

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 Awareness:
o 10% Increase through teaser ads approximately 6 months before the opening in the
form of TV, newspaper and magazine advertisements.
o 15% Increase from creating a buzz through Interactive marketing using different
social media sites such as Facebook and Google+ (Twitter is disregarded as the
number of Bangladeshis using twitter is very limited) within 6 weeks.
o 5% Increase through direct marketing, by sending brochures to targeted customers
attached with newspapers and magazines by 1 month.
o Another 10% Increase through publicity and PR in the form of events, sponsorships,
Q&A sessions, contests etc. by 3 months..
Knowledge:
o 15% Increase in knowledge through full version advertisements 1 month before the
launching of the store.
o 10% Increase by interactive marketing in the form of Facebook pages and ads in
their website by 3 months.
o 5% through calling potential customers as well as direct mails attached with
newspapers and magazines by 3 weeks.
o 15% Increase through events, sponsorships, Facebook promotional campaigns etc.
within 2 months.
Liking:
o Different Advertisements regarding different information of the products will
increase the likings by 10% in 4 months.
o 15% increase from Interactive Marketing through different Facebook apps and
games (e.g. design your own jewelry) in 3 months.
o 10% increase by sending e-mails and texts based on products that match the
potential customers taste and choice by 1 month.
o Another 5% increase within 6 months through different sponsorships, events and
contests relating to the products that are going to be offered.

Preference:
o 10% through advertisements by using celebrities and famous personalities to create
a preference towards the products within 6 months.
o 5% Increase through information enriched websites and Facebook page by 5
months.
o 10% increase by offering various sales, discounts and gift cards as part of sales
promotions by 6 months.
o 5% Increase through product placements, event and contest sponsorships within 4
months.
o 6% Increase through personal selling by our salesperson within 8 months.
Conviction:
o 10% Increase through reviews in newspapers and social media within 6 months.
o 15% Increase through personal selling by salesperson 8 months.
o 10% through personalized phone calls e-mails and text messages to customers by 1
year.
Purchase:
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 o 10% through direct marketing by 6 months.
o 15% through personal selling by 5 months

Step-3: Designing a message appeal:

In the case of designing the message appeal so that it can follow the AIDA (message should get
Attention, hold Interest, arouse Desire and obtain Action) framework, we have decided to
use a combination of two or more designs in order to create appeal. These are -

Rational/ Informational Appeal

Emotional Appeals
Festival/ Special event Appeal

Rational Appeal:

For creating a rational appeal, we have decided to use features, favourable pricing and
emotional appeals to attract customers to our stores. We will use the favourable pricing to
notify our customers regarding the various sales and offers that will be provided by Lovisa.
Competitive Advantage can also be used as we will be the only store offering International
Standard jewelries made from Australia that our competitors would not be able to provide.

Emotional Appeal:

Emotional appeals can also be used to promote selective products such as bridals and baby
accessories. As bridal jewelries are connected with emotions such as love, happiness, joy
and affection so it would be the best marketing tool for attracting those set of customers.

Festival & Special Event appeal:

As we would continuously be giving promotional offers and sales based on special events so
the message appeal will also be related to these festivals and special events.

Step-4: Designing message structure

In the case of message structure, we have decided to draw a conclusion that the jewelry we
are offering is the best in the market both in terms of quality and affordability as we would be
importing international standard jewelry from abroad.

Also, we have decided to make it into a one-sided argument, showing the benefits (high
quality in respect to the price) as well as offering the most variety in the market with the
following tag lines-

We set the trends that a girl would always yearn for

Ornate your dreams with the true essence of beauty

For the message structure, we have decided to show a narrative story starting with showing the
jewelries being made in Australia, sent to our country and the same jewelries being chosen by
enthusiastic customers and worn/or used in regular day to day usage and in special, joyous
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occasions like in weddings as well as other events like eid and how it will touch the lives of every
customer that uses our jewelry for any occasion of their lives.

Step-5: Choosing the media:

In case of choosing the media, we have decided to use both the personal and non-personal
media for promoting our products. The system that we would follow is:

Personal Media:

Direct communication with our customers and fans using various social media such as
Facebook, Google+ as well as arranging exclusive question and answer sessions.
Using salespersons to promote our products by communicating with potential customers in
our stores as well as hot spots, such as different shopping malls, parlours etc where our
target market can be seen frequently.
Through Word Of Mouth as well, as we expect various reviews to be published in the
supplements of prominent newspapers such as Prothom Alo, Daily Star etc. and on different
social websites which would boost our publicity.

Non-Personal Media:

For non-personal media, we have decided to use the following for promoting our brand:

TV: Through ads in popular channels such as NTV, Channel i, ATN etc.
Radio: Through advertisements in commercial radio stations like radio today, radio foorti,
ABC radio etc.
Newspapers: Front page or back page advertisements as well as in the middle for
detailed offers.
Support Media: Billboards, Transits, aerial advertising, referral marketing etc.

Step-6: Choosing Message Source:

Although Lovisa may be a well known brand in Australia, but it is inconceivable to believe that
Bangladeshis would recognize this brand. So we have decided to use credible sources such as
Celebrities and famous personalities from both home and abroad to ensure credibility of the
quality and popularity of the brand that is Lovisa.

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 Examples of foreign celebrity endorsements of Lovisa

For local message sources, we aim to use popular celebrities such as Shokh, Mahzabien,
Sharika etc. as the credible message source for our products.

Step-7: Integrating other tools:

Not only would we use the primary tools, we would also integrate other support media for
promoting our brand. Some tools which we would use are-

Billboard: Billboards are an important tool which we would use to promote products. We
would be able to create a demand for our products through suitable placement of billboard all
over Dhaka and Chittagong. In Dhaka we would place billboards in areas such as Gulshan,
Banani and Baridhara etc. and in GEC circle, Khulshi etc for Chittagong.
Transits: According to our target market, we aim to place advertisements in both the
domestic and international terminals of Shah Jalal International Airport in Dhaka and Shah
Amanat International Airport in Chittagong.
Referral Marketing: By arranging different contests in Facebook, such as prizes to the
person who shares the most pictures from our official pages in the internet and promoting our
product, we would also be able to gain recognition in the market. Another strategy we aim to
use is developing an app that will allow the facebook users to develop their own jewelries or
accessories as well and share it through their profiles.

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Pricing Strategies
We will charge Value-Based pricing on general to Lovisa customers. It is because Lovisa is the
first truly international brand in Bangladesh operating in 4 continents. Lovisa will provide many
value added features and services to differentiate it from its competitors. Hence, Lovisa will
acquire the power of charging international prices.

Further, for customers Lovisa will follow Market Penetration pricing under New Product Pricing
Strategies and Product Line pricing under Product Mix Pricing Strategies. These pricing
strategies will enable Lovisa to increase its market share mainly amongst upper middle class
buyers.

The price range for each individual jewelry items will be

For Women: Tk. 2000 Tk. 50000

For Men: Tk. 1600-8000
For Babies: Tk. 2000 Tk. 6000

Distribution Channel
As we will be using selected distribution system to sell our products, we have decided to use the
direct distribution channel as would be the most cost efficient system to import the products to
this country.

Manufactu
rer

Retail
Store

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Physical Evidence
We would like to use a black and white theme for the stores that we would set up in Bangladesh.
We aim to hire majority female salespersons as most of our customers would be female. In case
of recruitment, both inexperienced and experienced people would be hired based on their
capabilities. Part-time and full-time job facilities would also be provided. The uniform that the
employees would wear would also be black and white. As for the music, we think pop genre
music would be best suited for the store.

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 A proposed look of the stores

Process for Providing Service

Service
Process

Automat Manual
ed

Salespers
Direct Product
on
Purchase Preview
Guided

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Both manual, saleswomen guided and automated process would be used to provide service to
the customers in the store. We aim to keep our most popular products in the displays and let our
salespersons suggest different items and accessories in accordance with the taste and choice of
the customers. Moreover, interactive monitors would also display all the available items and
products that Lovisa has to offer to its customers, allowing the customers to choose whichever
product they wish by simply tapping on the screen to display and select their desired product.
After selecting their product if they wish to purchase, they will be given a ticket number printed
from the computer which upon presentation to the cashier they would be able to purchase the
product without any additional hassle. Alternatively, if they simply wish to see the product they
can contact the salesperson to show the product to the customer.

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Conclusion
Marketing is all about searching for customer-oriented offers and creating a unique perception in
their minds. We firmly believe that our overall marketing plan for Lovisa will help us in achieving
our objectives, and hence will give us a strong ground to operate business in Bangladesh for long
run that Lovisa did before in other 6 countries. Further, we hope our unmatched products and
services will cause most of our customers to be loyal to us. To respect their loyalty we always
strive to provide better offers through Research & Development (R&D). Depending on our overall
success in Dhaka and Chittagong, we will try to expand our business in the rest 5 divisions.

Finally, we want to conclude saying that Lovisa will create a new dimension and era in the
history of Bangladeshi Jewellary and its our promise.

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