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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.

ABOUT COMFORT TENT BD INC.

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COMFORT TENT BD INC.

VISIONOur vision is to be Asias number one tent manufacturers and

marketers.

MISSIONOur mission is to be a great employer and to provide our

customers with a hassle-free, easy camping experience, savingmoney, time and energy.

USPOur unique selling point is that we will have good knowledge of

the camping area and the camping market.

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Focus Market

In Asia :

India, Nepal, China, Japan, Russia

In EuropeGermany, Italy, Switzerland, Sweden, UK

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Cost - benefit analysis

Particulars Cost in dollar

Factory Setup Cost 1000000

Administrative Expense 500000

Marketing Expense 1000000Total Cost 2500000

Total Sales Qnt 100000

Avarage Price 150

Total Sales 15000000

Margin 25% 3750000

Gross Profit 1250000

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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

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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

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PEST

Technological Factors

Increased demand for lightweight tents by theweight 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.

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SWOT Analysis

Strength

Cheap labor cost.

Factory space.

After self service.

Experience centre.

Weakness

Lack of brand

awareness.

Limited resources.

Lack of train staff.

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SWOT Analysis

Opportunities

Higher demand.

Marketing facilities.

Reduce trade barriers.

Ensure popularity

Threats

Intense competition.

Downward pricing.

High transport cost.

Duty and tariff.

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DEVELOPING BRAND EQUITY

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Brand Identity

Target Market Segment

Middle aged people who have ability to travelling, family outing and

entertainment.

Young Adult Coupleswho want enjoyment, excitement and adventure in

their life beyond the professional rushes.

Individual Young Maleswho enjoy performing dare devil tasks i.e. hiking

alone or in group.

Individual Young Femalesattracted to outing.

Institutional Buyerslike Army or Military units and Wedding Decorators.

Innovative social media marketing campaigns

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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.

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Brand Meaning

Imagery

Responsible to Nature

Easiness

Brand imagery is enhanced by our commitment to severalenvironmental programs and social causes

Strong reduce, reuse, recycle values in tenting

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Brand Response

Three brand feelings:

Warmth - resemble in our brand name Comfort

and in our slogan Experience Easy Camping.

Social Approvalour customer will feel of socially

and environmentally responsible when using our

brand.

Fun - our logo resembles the fun in camping in ourproducts

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Brand Response

Provide customers with cost analysis figuresand numbers to convince them about thelower 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 retardanttent

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Brand Resonance

Behavioral loyalty

Attitudinal attachment

Sense of community Active engagement

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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 marketby the end of next year

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How to achieve these targets

1. we will create a multimedia brand-building campaignthat differentiates the product from competing tentand 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 launchevents to stimulate publicity and media coverage inconsumer media.

4. With retail partners, we will deliver customizedproduct information packages via email to prospectswith a specific demographic and behavioral profile.

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Highlights of promotion activities

Initiate trade campaign for push strategy supportingproduct launch

Online training about how to use tent

Give Tent to selected reviewers, bloggers, tweeters, opinion

leaders, media reps, and celebrities as part of publicrelations strategy.

Post professional product reviews online, as well as on ourbranded Facebook page. Invite customers to post their ownreviews. 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 forresponse to customer feedback.

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Highlights of promotion activities

Announce trade sales contest for MayJune.

Launch a trade campaign focusing on MayJunesales opportunities.

With retailers, plan year-end holiday promotionsand sales contests.

We will fine-tune our media plan to deal withclutter, competitive advertising, and audience

fragmentation. In addition, we are working withchannel partners to develop policies forcommunicating pricing by market.

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Highlights of promotion activities

Mobile Marketing

Reach new consumers

Expand global direct-to-consumer platform

SponsorshipWe 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

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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

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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.

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Implementation

Set up crew

Regular maintenance

Outside personnel