Tvc Campaign Analysis of a Personality Grooming Service

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Products

- Self-Development

- Skill Development

- Social and Interpersonal Skills Development

- Dining Etiquette and Manners

- Time Management

- Dressing, Fashion and Style Suggestion

- Interview Pressure Management

- Anger Management

- English Speaking Course

- Creative Thinking Training

- Health Care Suggestion

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Target Market

Target Audience

- Age: 20 – 50

- Gender: male and female

- Occupation: working people, part-time workers, fresh-graduates, students, job seekers, jobholders, businesspersons

- Income Range: 15,000-35,000+ per month

- Education Range: Higher Education to any degree

- Family Range: N/A

- Nationality: Bangladeshi

- Areas: Divisions (Dhaka, Chittagong, Sylhet, Khulna and Rajshahi)

- City

- Urban

- Sub Urban

- Attitude: neglected, rejected, depressed, frustrated and in a hope for changes

- Benefits: accepted by other in long term, value recognition, personality development, mental improvement

- Lifestyle: introvert, traditional or extrovert but lack of confidence

- Values: necessary for lag behind people

- Perception: make him/her suitable for corporate life, become the best performer.

- Lifestyle: busy, contemporary, upper & middle class

- Preference: TV ads, radio ads, billboard, newspaper, digital media, seminars and word of mouth

- Brand recognition through ads before purchasing

- Brand loyalty after attending free career fairs and seminars

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Brand Development Index (BDI)

ESPRIT is new in Bangladesh market. It is the first mover on this personality development concept. The BDI index will be zero because it is launching a new service in Bangladesh. People do not aware about its service. As a result, ESPRIT cannot find out geographic area where the growth of the company could be satisfactory.

BDI = × 100[pic 6]

Category Development Index (CDI)

CDI measures the popularity of a product or service category at a particular area. We will not take less than 40 for target market.

CDI = × 100[pic 7]

Population percentage in Bangladesh of Year 2012:

Barisal Division : 5.78% of total population

Chittagong Division : 19.73% of total population

Dhaka Division : 32.92% of total population

Khulna Division : 10.89% of total population

Rajshahi Division : 12.83% of total population

Rangpur Division : 10.96% of total population

Sylhet Division : 6.88% of total population

BDI

0

0

0

0

0

0

0

CDI[1]

51.90

60.81

75.93

64.27

77.93

54.74

72.67

Decision

Rejected

Accepted

Accepted

Accepted

Accepted

Rejected

Accepted

Source: (Statistical Yearbook of Bangladesh 2012, 2015)

Table: BDI & CDI of Grooming Personality Service in Bangladesh

The acceptance value for operating the service is 60% in specific division. From the table it can be summarized that; as the CDI for Barisal and Rangpur are below 60%, these areas are rejected to be target areas for the service.

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Reference Group

Reference group for this service is stated below:

The Initiator

In this ad, the initiator is the person who first told the job holder that he/she will need a support to develop his/her corporate skills which will be determined from the background of an anonymous voice.

The Information Provider

The role of information provider is played by the anonymous voice who described all the procedures and benefits of the service. In addition, the digital media, supportive media and electric media also play