Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

GM - 2. AVI in Bangladesh.pdf

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Chargement dans…3
×

Consultez-les par la suite

1 sur 19 Publicité
Publicité

Plus De Contenu Connexe

Plus récents (20)

Publicité

GM - 2. AVI in Bangladesh.pdf

  1. 1. MARKETING PLAN FOR BANGLADESH
  2. 2. Sharaf Basheer 21393381 TEAM – GJ_13 Hisham Rafi 21396206 Nazroon Rizan 21393393 Andrew Samuel 21411105 Nilukshi Silva 21396205
  3. 3. AGENDA • Introduction • Market Entry Method • Digital Marketing Framework • Implementation • Ethical Aspects • Conclusion
  4. 4. INTRODUCTION • AVI is a Sri Lankan sports footwear brand created by DSI. (Samson International PLC) • DSI is Sri Lanka’s Leading Manufacturer and Exporter of Footwear since 1962. • Part of a Diversified Group of companies. • Strong Product Portfolio • Expansive Distribution network • Mutually-Beneficial initiatives (CSR-based)
  5. 5. ABOUT AVI AVI HAS BEEN INTRODUCED SRI LANKA’S FIRST LOCALLY MANUFACTUREDAND MARKETED SPORTSWEAR BRAND IN THE COUNTRY. IT WAS LAUNCHED IN THE YEAR 2006. AVI SPECIALIZES IN SPORTSWEAR RANGING FROM MEN, WOMEN AND CHILDREN. HAS BEEN INSTRUMENTAL IN POWERING KEY SPORTING EVENTS IN THE COUNTRY. THEY WERE ALSO ACCLAIMED AT THE 20TH WORLD BRAND CONGRESS” WINNING THE AWARD FOR “BRAND LEADERSHIP IN FOOTWEAR”
  6. 6. BANGLADESH • Bangladesh • Continent: South East Asia • Capital: Dhaka • Population: 160 Million (2016) • Official Language: Bangla (also known as Bengali) • Currency: Taka (Tk)
  7. 7. MARKET ENTRY STRATEGY Intermediate Model – Joint Venture with BATA Existing Resources (Land, Labour, Capital) Strong Distribution Network Thorough knowledge of the demographics.
  8. 8. DIGITAL MARKETING FRAMEWORK OPPORTUNITIES & THREATS ● Large and growing global leather export market and increasing demand for Bangladesh’s leather-based products (Hong, 2018). ● Leather exports gaining momentum in recent years Opportunities ● Other competitive companies in footwear industry in Bangladesh. Eg: Alpha Sports Gear, Platinum Sports & Apex Sports ● Stiff competition from other Asian economies ● Strict international standards Threats
  9. 9. DIGITAL MARKETING FRAMEWORK MARKETING OBJECTIVES ➢ To increase the number of views on online platforms. ➢ To increase the number of online purchases by using online platforms. ➢ To receive the customer inquiries regarding the product to improve and enhance more by using online platforms. ➢ To retain existing customers. ➢ To enhance brand image.
  10. 10. DIGITAL MARKETING FRAMEWORK MARKETING STRATEGY ➢ Building meaningful stories and tagline to attract loyal fan base. ➢ Distribution Strategy (Through various channels) ➢ The company efforts more on delivering quality products, which may be a new concept. Eg: Shoes for cricketers at BPL
  11. 11. DIGITAL MARKETING FRAMEWORK MARKETING TACTICS •Product – Starting with AVI sportswear shoes and expand to other product range •Price – Differential Pricing (Reduce the price due to competition) • Place – Reintermediation (Sell the products to customers by associating with existing player in Bangladesh ) • People - Shakib AL Hasan will be the brand ambassador for AVI (Cricbuzz, 2019) • Process – Launching an e-commerce shopping portal and implementing sell-side e-commerce strategy, SEO • Physical evidence – Firm and customer interact through Online shopping platform, other than that feedbacks are received from social media E – marketing mix
  12. 12. DIGITAL MARKETING FRAMEWORK MARKETING TACTICS • Advertising • Bangladesh sports channel - Gazi TV (GTV Live, 2019) • During Bangladesh Premier League (Bangla, 2019) • Social Media, Newspaper, Sports Magazine • Sales Promotion • Discount code for first order • Special Card offers Promotion- Communication Tools
  13. 13. IMPLEMENTATION & BUDGETING
  14. 14. TIME FRAME
  15. 15. ETHICAL CONSIDERATIONS ● Employment Practices & Human Rights ■ We strive to achieve a healthy work environment for our staff in Sri Lanka, whilst safeguarding the rights of its employees (Dsi.lk, 2019) ● Environmental pollution ■ We hold ISO 14001 on environmental management system and all our factories operate with the environmental objectives such as Sustainability, Carbon Footprints, Renewable Energy Sources and Environmental Compliance (Dsi.lk, 2019). ● Employment Practices & Human Rights ■ We practice strong moral values, whilst stand against bribery and corruption ● Moral obligation ■ Our commitment to the betterment of our society goes beyond business (Dsi.lk, 2019) . Ethical Aspect of internationalization (AVI)
  16. 16. CONCLUSION ● Bangladesh holds great potential for our international expansion in terms of size of population, GDP and Per capita income. ● Bangladeshis have strong affinity towards sports and specially cricket, therefore Shakib Al Hassan will be a great ambassador for us to promote AVI brand in Bangladesh. ● Partnering with existing partner would decrease our risk and cost which will be used to promote our business via online ● Our goal is to make AVI the most preferred choice for sportswear
  17. 17. REFERENCES ● Dailymirror (2019) DSI introduces Inc.5 to Sri Lanka. Dailymirror.lk. [Online]. Available at: http://www.dailymirror.lk/article/dsiintroduces-inc-5-to-sri-lanka-103005.html [Accessed: 5 September 2019]. ● DSI (2019) DSI Samson Group. Dsi.lk. [Online]. Available at: http://www.dsi.lk/en/ [Accessed: 4 September 2019]. ● DSI (2019) Footwear accessories and apparel retailer in Sri Lanka, D. Samson & Sons. Dsi.lk. [Online]. Available at: http://www.dsi.lk/en/footwear-accessories-apparel-retaier-dss.html [Accessed: 4 September 2019]. ● DSI (2019) Footwear Garment products distributor in Sri Lanka, DSI Samson Group. Dsi.lk. [Online]. Available at: http://www.dsi.lk/en/footwear-garments-distributor [Accessed: 6 September 2019]. ● Ft.lk (2019) DSI’s sports shoe brand, AVI sponsors National Visually-Handicapped Cricket team. Ft.lk. [Online]. Available at: http://www.ft.lk/article/594804/DSI-s-sports-shoe-brand--AVI-sponsors-National-Visually-Handicapped-Cricket-team [Accessed: 4 September 2019]. ● DSI Footcandy (2019) AVI Archives - DSI Footcandy - No.01 Online Footwear Store in Sri Lanka. DSI Footcandy - No.01 Online Footwear Store in Sri Lanka. [Online]. Available at: https://www.dsifootcandy.lk/brand/avi/ [Accessed: 4 September 2019]. ● DSI Samson Group (2019) DSI Samson Group. Dsi.lk. [Online]. Available at: http://www.dsi.lk/en/ [Accessed: 4 September 2019]. ● DSI.lk (2007) D Samson Industris Ltd - Taiki Akimoto 5S Award 2006. DSI.lk. [Online]. Available at: http://www.dsi.lk/en/news/dsi-news5 [Accessed: 4 September 2019]. ● Dsi.lk. (2019). Best work place for a best work life, DSI Samson Group. [online] Available at: http://www.dsi.lk/en/careers/work-place [Accessed 1 Sep. 2019]. ● The commonwealth, S. (2019) Bangladesh | The Commonwealth. Thecommonwealth.org. [Online]. Available at: http://thecommonwealth.org/our-member-countries/bangladesh [Accessed: 4 September 2019].
  18. 18. REFERENCES ● World bank (2019) CountryProfile. Databank.worldbank.org. [Online]. Available at: https://databank.worldbank.org/views/reports/reportwidget.aspx?Report_Name=CountryProfile&Id=b450fd57&tbar=y&dd=y&inf=n& zm=n&country=JPN [Accessed: 4 September 2019]. ● Kiprop, J. (2019) The Richest Countries In South Asia. WorldAtlas. [Online]. Available at: https://www.worldatlas.com/articles/the- richest-countries-in-south-asia.html [Accessed: 4 September 2019]. ● ADB (2019) Bangladesh: Economy. Asian Development Bank. [Online]. Available at: https://www.adb.org/countries/bangladesh/economy [Accessed: 4 September 2019]. ● ADB (2019) Bangladesh: Economy. Asian Development Bank. [Online]. Available at: https://www.adb.org/countries/bangladesh/economy [Accessed: 4 September 2019]. ● Dhaka Tribune (2019) Export earnings post 8.55% growth in July. Dhaka Tribune. [Online]. Available at: https://www.dhakatribune.com/business/economy/2019/08/20/export-earnings-post-8-55-growth-in-july [Accessed: 4 September 2019]. ● Bangla, 2019. BANGLADESH PREMIER LEAGUE (BPL). [Online] Available at: http://www.allbanglanewspapersbd.com/cricket-bangladesh-premier-league/ [Accessed 4th September 2019]. ● Cricbuzz, 2019. Shakib Al Hasan. [Online] Available at: https://www.cricbuzz.com/profiles/544/shakib-al-hasan#!#profile [Accessed 4 September 2019]. ● GTV Live, 2019. How To Watch BPL 2020 Live | Watch BPL Live 2020 Online. [Online] Available at: https://gtvlivecricketbd.com/how-to-watch-bpl-live/ [Accessed 4th September 2019].
  19. 19. THANK YOU

×