Presenters

Sun Chowdhury
Md. Gias Uddin Biswash
Amit Saha
Sayad Nazmul Huda
Md. Mostofa Mahmud Mahin
Mazed Hossain Mahin

11164029
11164036
12264026
12264044
12364007
13164080

ABOUT COMFORT TENT BD INC.

This will be a Bangladeshi Tent Manufacturing
and Marketing company, expanding its
business mostly to Europe and Asia, targeting
unique customer segment.
The company will promote national image as
well as environmental concernin each of their
marketing activities.

COMFORT TENT BD INC.

VISION
Our vision is to be Asias number one tent manufacturers and
marketers.

MISSION
Our mission is to be a great employer and to provide our
customers with a hassle-free, easy camping experience, saving
money, time and energy.

USP
Our unique selling point is that we will have good knowledge of
the camping area and the camping market.

Focus Market
In Asia :
India, Nepal, China, Japan, Russia
In Europe
Germany, Italy, Switzerland, Sweden, UK

Cost - benefit analysis

Particulars
Factory Setup Cost
Administrative Expense
Marketing Expense
Total Cost
Total Sales Qnt
Avarage Price
Total Sales
Margin 25%
Gross Profit

Cost in dollar
1000000
500000
1000000
2500000
100000
150
15000000
3750000
1250000

PEST
Political Environment
Housing for Environmental or War Migrants

Economic Factors
Tenting is a measurement against the recession
Tent market is for the people with healthy
economy

PEST
Social Factors
Increased awareness on skill development of
youth and social interaction
Role of Social Media
Closure to nature
Passing quality time with family
Glamping a new trend in camping!!
Increased role playing by celebrities and media

PEST
Technological Factors
Increased demand for lightweight tents by the
weight conscious campers
optimize living space and increase headroom.For
durability
all seams are now double sewn and the stress points
are reinforced
bending poles gives an easy way to set upeven
from inside
cross ventilation, water resistance, and breathable
tent fabric.

SWOT Analysis

Strength
Cheap labor cost.
Factory space.
After self service.
Experience centre.

Weakness
Lack of brand
awareness.
Limited resources.
Lack of train staff.

SWOT Analysis

Opportunities
Higher demand.
Marketing facilities.
Reduce trade barriers.
Ensure popularity

Threats
Intense competition.
Downward pricing.
High transport cost.
Duty and tariff.

DEVELOPING BRAND EQUITY

Brand Identity
Target Market Segment
Middle aged people who have ability to travelling, family outing and
entertainment.
Young Adult Couples who want enjoyment, excitement and adventure in
their life beyond the professional rushes.
Individual Young Males who enjoy performing dare devil tasks i.e. hiking
alone or in group.
Individual Young Females attracted to outing.
Institutional Buyers like Army or Military units and Wedding Decorators.

Innovative social media marketing campaigns

Brand Meaning
Performance
Primary characteristics and features: Lightweight,
easy to carry and bend, cross ventilation water,
fire and fume resistance, GPS tracking.
Product reliability, durability, and serviceability:
Durable fabric with easy washing, no rust.
Style and design: Colorful and printed tent.
Price: Low price.

Brand Meaning
Imagery
Responsible to Nature
Easiness
Brand imagery is enhanced by our commitment to several
environmental programs and social causes
Strong reduce, reuse, recycle values in tenting

Brand Response
Three brand feelings:
Warmth - resemble in our brand name Comfort
and in our slogan Experience Easy Camping.
Social Approval our customer will feel of socially
and environmentally responsible when using our
brand.
Fun - our logo resembles the fun in camping in our
products

Brand Response
Provide customers with cost analysis figures
and numbers to convince them about the
lower pricing
Pre-use Experience Center
Leverage Brand Associations
DIN EN ISO 9001:2008 certified for our specialist
easy design
certificate for fumigation
certificate for flame retardant tent

Brand Resonance

Behavioral loyalty
Attitudinal attachment
Sense of community
Active engagement

Communication Strategy
Two marketing objectives for
communications strategy
are
to generate 40% brand awareness
within the consumer target market
and
to generate 50% brand awareness
within the business target market
by the end of next year

How to achieve these targets

1. we will create a multimedia brand-building campaign
that differentiates the product from competing tent
and engages customers in ongoing dialogue.
2. Social media marketing will be a high priority, given
the need to cost-effectively build buzz.
3. We will also use trade sales promotion to support our
distribution strategy and hold high-profile launch
events to stimulate publicity and media coverage in
consumer media.
4. With retail partners, we will deliver customized
product information packages via email to prospects
with a specific demographic and behavioral profile.

Highlights of promotion activities

Initiate trade campaign for push strategy supporting
product launch
Online training about how to use tent
Give Tent to selected reviewers, bloggers, tweeters, opinion
leaders, media reps, and celebrities as part of public
relations strategy.
Post professional product reviews online, as well as on our
branded Facebook page. Invite customers to post their own
reviews. Respond to questions and comments posted
online and in social media.
Begin integrated print/radio/Internet/social media pull
campaign to reach our targeted segments. Allow for
response to customer feedback.

Highlights of promotion activities

Announce trade sales contest for MayJune.
Launch a trade campaign focusing on MayJune
sales opportunities.
With retailers, plan year-end holiday promotions
and sales contests.
We will fine-tune our media plan to deal with
clutter, competitive advertising, and audience
fragmentation. In addition, we are working with
channel partners to develop policies for
communicating pricing by market.

Highlights of promotion activities

Mobile Marketing
Reach new consumers
Expand global direct-to-consumer platform
Sponsorship
We will sponsor 10 Best Hiking Trails in the World in the world, including:
Tongariro Northern Circuit, North Island, New Zealand
Zion Narrows, Utah, United States
Annapurna Circuit, Nepal
Inca Trail, Peru
Tiger Leaping Gorge, China
Mount Kilimanjaro, Tanzania
Kalalau Trail, Kauai, Hawaii
Torres del Paine Circuit, Chile
Tour de Mont Blanc, France
West Coast Trail, British Columbia, Canada

Promote outdoor participation

Channel Strategy

We will use selective distribution to market Comfort branded

tent through two main channels during its first year.
One channel consists of major retailers such as Amazon.
The second channels will corporate body like military and
wedding decorators.
Channel

Asia

Europe

From corporate

2500000

5000000

From Retailer

1000000

6500000

Total

3500000

11500000

Grand Total

15000000

Marketing Control
To ensure quality and customer service satisfaction.
Setup CRM division.
Online product review.
Monitor break even point.
Monitor metrics implementation.
Financial measure.
Proper implementation.

Implementation
Set up crew

Regular maintenance

Outside personnel