Letter of Transmittal

11th
September, 2018

Omar Nasif Abdullah

Lecturer

Department of Marketing

North South University

Dear Sir,

It is our privilege to submit the final report on the promotional campaign of

OBHAI app. service. We currently believe and hope that this report would help us
to utilize our report writing skills and also enrich our promotional marketing
abilities. We tried our best to look deep within the matter and make full use of our
capabilities in making the study meaningful and worthwhile. We want to thank
you forgiving us the opportunity to work on this group project.

Now we have placed this report before you for your kind approval.
We hope that our report will satisfy you. For any kind of queries we would
be available at your convenience.

Sincerely
Tahrima Shahriar
Shakib Moin
Aoyon Rahman
Md. Mesba -ur-Rahman
Letter of Acknowledgement
At first we would like to thank ALMIGHTY for helping
us and giving us the strength to complete this project
within time. Of course we are extremely grateful to
our course instructor, Omar Nasif Abdullah ;our mentor
and our INSPIRATION who was always very supportive and
helpful throughout the project. He has always tried to widen our
IMAGINATION and take it to another level where there is no
BOUNDARY of CREATIVITY. Thank you Sir for mentoring
us in such a nice way so that we can see very thing in a new
PERSPECTIVE. We have faced a lot of challenge during the
making of TVC AD. It was a new experience for all of us. We
have made a lot of mistakes during the whole process, but
MISTAKE IS THE KEY TO SUCCESS we assume. It was a
WONDERFUL JOURNEY for all of us to do this course
and gather so many knowledge’s and face the CHALLENGE
to our limits. Our all group members’ efforts also have made the
project so informative and resourceful. We are very delighted
to present this project .We also hope that gathering
knowledge and getting prepared to make effective and
creative promotional planning and execution campaign will
help us to BRING an EVOLUTION in the era of
MARKETING. Sincerely Team The I conics
4

Table of Content

Group identification Pg-1

Letter of Transmittal Pg-2

Letter of Acknowledgement Pg-3

Executive summary pg-5

Campaign theme Primary research Current media

practice Pg-6-8

SWOT Analysis Pg - 9

New Target Audience,

Objectives and Execution Pg-10-15
Media Budgeting , Conclusion and References
and Appendix Pg-16-18 Pg-19-20
Executive Summary
OBHAI is the name of a four in one ridesharing app with a tagline of
”riding in minutes’. It is one of the brand label of MGH group in
Bangladesh. It is a flexible application brand targeting people of all class
in the city who value safety, security and time efficiency. The brand is
launched in this year’s middle, promising it would open up to nearby 22
towns very soon. What if one wants to go to a place in the capital with a
large number of family members? Or what about a female passenger
wishing a female biker to take her to the destination? The APP. gave a
solution to these questions! Product Category The app offers customers
cars, motorcycles, CNG-run auto-rickshaws and even seats on a 10-
seater air-conditioned microbus. The unique service includes a service
named “Obon”.Through the Obon service, a female passenger can avail
services from a female biker. “It is sometimes a little awkward to ride
behind a male biker. The feeling is uncomfortable when
there are possibilities to hold on to the biker because of unwanted
disturbance to maintain balance on a two-wheeler. In some cases male
bikers ride recklessly, whereas a seat of scooty, rode by a female, might
be safer and the solution to this the Obon app. “OBHAI reduces your
waiting time for pickup and travel durations as it offers multiple options
of choosing between cars, microbuses, motorcycles and CNG-run auto-
rickshaws. After operation of months they never reached their sales
objectives and their reach to customers.On going of some research we
found out that they need excessive amount of promotion to differentiate
them in this compact new digital transporting market of Bangladesh.
This report is all about arranging a promotional campaign for this
organization. OBHAI is all set to launch their major campaign and they
are expecting to get maximum success from it. Our objective is to
increase awareness of the brand, change in brand perception ,influence
use content and driving out brand switching behavior.
Campaign Slogan THE MESSAGE
OBHAI
’s slogan for this marketing campaign is “
We’ll be there for you”.
With this we want to reflect two things into our
audience’s mind.
Reliability
Availability These two factors are essential for ride sharing companies
in Bangladesh. In this case the explanation of reliability would be the
consumer’s reliance on this service. With this we’re trying to express
this massage to the consumers that they can rely on us. The other factor
is availability. In this context this is a key factor of our new promotional
makeover. By this we are trying to send a message that our consumers
will always find get our services whenever they nee it. We made sure
that the massage that this slogan reflects will also be reflected in the
other promotional activities that we are doing.

Why the brand needed a promotional make over ?

Primary research-
Have you heard of OBHAI? Are you aware of their facilities? Have
you ever used OBHAI? Why do you prefer your current ride sharing
service compare to others? Survey-We took survey of 15 people who
use ride sharing services regularly/ semi regularly. We asked them
some specific questions with options so that, through the survey we can
get an idea about consumer view about
OBHAI.
L o w B r a n d Aw ar e n e s s No Major Promotional Activity Was
Executed Strong Brand Image Yet To Be Established High
Competitive Market

Secondary research
We have done secondary research through their Facebook page,
websites and some articles. Through secondary research we able to do
the situational analysis of OBHAI.

Current Target Market

OBHAI
Currently doesn’t focusing on any specific target audience. They are
putting their services into the market so anyone who is interested to get
the service can get. Those pictures are not showing which target people
they are focusing on. The target audience is vague here. First picture is
showing that they are focusing on a family ride where second one is
showing an aged person sharing a ride. Third picture is
focusing on a women and last one is a ride with friend. So as a
result we can say that they don’t have a specific target audience.

Current Advertising Practice and Use of Media

Most of the promotional activities of OBHAI are done on face book.
They have got their own face book page where the put offers, new
features and other stuffs for promoting the brand. Besides that,
they are giving one helmets to the OBHAI riders free. They put ads
into their website as well. Sometimes, People who has OBHAI app
on their mobile get messages about discount and new offers.
OBHAI only using social media for their promotional activities not
even any other media for example: Television, Radio, Newspaper.
SWOT Analysis

Strength

Weakness

Opportunity

Threats

SWOT

NEW TARGET AUDIENCE

As we’ve explained it earlier, currently there are no specific target
audiences of OBHAI but we won’t be shooting arrows in the dark.
We actually have very specific target audiences in mind. We’re
basically focusing on two major target audience. We choose
them based on a few demographical and psychographic
factors. Our first target audience are the students, mostly the
university going students. There are a couple of reasons for
choosing them as one of our target audience .For some
students attending university classes are very
expensive and for some time maintenance has become a
huge problem. Our OBHAI moto is the perfect solution
for them. It is very time efficient as the ride sharing
service would immense on a bike. Plus, our OBHAI moto
service is cheaper than the other moto rides sharing
services currently available in the market. We have added a new
feature for those students who don’t feel safe riding on a bike and yet
are looking for a cost efficient way to travel. They can share a
ride on a car with another customer. Our second target audience
is the young working class people. There are a few reasons why
we choose this category of people as our second target audience.
The reason we choose this category as our second target
audience is because generally the young working class people in
our city usually struggle a lot with transportation. Sometimes the
distance they have to cover to get to work is so huge that getting
on a bus could have severe consequences. Our OBHAI moto is
perfect for covering large distance at a minimum time period and
going through roads with heavy traffic. And if the consumer isn’t
comfortable riding a motor bike then we even have an option to
request for cng rides and cars. We even have a unique
feature designed for this exact classification of people. With this
feature our consumers can get a ride at their desired time period
without wasting their valuable time waiting for their ride to
arrive. They just can schedule a ride whenever they want and at
that specific time their ride will arrive. We believe that this
change of target audience will be beneficial to this
organization because a lot of our features are very
adjacent to our target audience and we’ll also be able
to promote our brand keeping certain category of
people in mind.
Communication Objectives
Communication objective is a long term goal for OBHAI where
marketing campaigns intended to drive up the value of this
brand over time. For the promotional marketing communication
objectives should be very clear to the people who will work for
it.
Increase Brand Awareness
– Increasing brand is not only a one of the most common
marketing communication objectives; it is also typical for
OBHAI. Through communication we let people know about
that our company and those services exist. This will be through
social media ad, leaf late in most of the places where new target
market gathered. This is the most important objective in our
communication tools. The market of ride sharing in this country
is very competitive. Brand like Pathao ,Uber are the most top
level service providing brand in this country. Majority of the
consumers are using their services. In this competitive market it
is very challenging and difficult to make people aware about a
brand which does exist but known to people. So our most
important objective of communication is increase brand
awareness.
Changing Brand Perception
– Some of the people, who already know about OBHAI and
their services, Still think that OBHAI is not as much reliable as
Pathao. They chose Pathao or Uber even though the facilities
are almost the same. Through communication we will make
people aware of the fact that, Pathao might be the pioneer but
we have more facilities and more reliable now. The company
overcame from the lacks they had. This is how we will make a
positive brand perception through communication.

Increased Brand Awarness Changing Brand

Perception Influnce Use Intent Drive Brand
Switching

Influence use intent

– Motivate target audience to use our services will be a major
communication objective. The uniqueness we have got, the
services you are providing with a cheaper rate compare too their
competitors, safety and reliability through those stuffs we will
attract customers to use OBHAI service.
Drive Brand Switching -
This is a specific objective of getting customers who buy
competing products to switch to OBHAI. Through comparing
with other services this objective can be done. This objective is
the most challenging one and to grab the market it is mostly
needed.

Major Characteristics of Objective Setting

Characteristics of our objectives are very clear, realistic,
measurable and achievable. The characteristics are very
important to achieve those objectives because if the
characteristic does not match with the objective it will be very
difficult and sometimes impossible to accomplish objectives.
Product Image- Perception about our service towards the
customers will be reinforced.
Enhance in communication
– Communicating with customer is one of the important ways
to achieve those objectives. Using OBHAI rides can be a slice
of life for many of the consumer.
Service Specification
– The features it has got will boost up the success for the
achievement of objectives. OBHAI has got microbus, cng,
bike and even Ob on which is for female, driven the bike
by female driver.
Time Efficient
– Sometimes people want to go in somewhere in a hurry.
OBHAI motor bike riding is very time efficient compare to any
private car or public transportation.
Intended Marketing Positioning
We want to make a perception about our brand towards
customer that we will be always available whenever you ask. In
terms of availability the first thing which customer will always
think of is our brand. Besides that, people already who
know about OBHAI we will make repositioning our brand
as away that whenever they think of availability they will first
thing about OBHAI as the same way we did it towards new
users. Besides that, safety and relaibility ; we will focusing on
those two matter as well so people whenever think of
safety and reliability they will think of our service first . After
when people will have those perception about our brand, we will
look forward to position our brand in terms of cost.

Availability Relaibility

Creative brief
Brand Personality
OBHAI is a ride sharing company which are proving riding service for
every class of people. They provide premium ride for upper
class and also and also services for lower and middle-class
family
The Opportunity
The people who use public transportation specially students and mid-
range corporate personalities, they will get the most safe and available
ride at a cheaper price
For the Women
Today in our country we see so many sexual harassments happening in
our country. women are the main victim of those incidents. These
occurrences specially take place in the crowded public transportation
like bus tempu etc. that’s why
OBHAI has a special features “OBON” only for the girls, where rider is
also a woman.
Our position
Thorough different kinds of campaign OBHAI wants to suggest a plan
where people will know that there
is a ride sharing company who is ready to provide every types riding
whatever the customer’s demand is.
The unique service like OBON and OBHAI CNG service will attract
the people most. The message that OBHAI wants to deliver to the target
customer is that the service of OBHAI are always available at ac heap
fair for every types of people.
Usage of Appeals As we all know that A fear appeal in
advertising is a message that is designed to scare
the intended audience by describing a serious threat to them.
For the marketing of OBHAI we are using fear appeal. In
the advertisement we are try tried to show people about the
insecurity that every girl is facing every day. We tried to
show the people that whenever a person feel a need OBHAI
will be there just doing a tap
Media decision making
Through our ad, we will target everyone from youth to elder in our
country. For covering our target market we will choose some different
media such as Radio, TV, social media, support media, creative media,
out of home advertisement media and Guerrilla marketing. The
advertisement can be done through television commercials, radio
commercials, news paper advertisement, magazine advertisement,
digital banner and billboards.
Television Commercials : We have made our TVC in such a way
that will make our consumer love brand and feel more interested
to use the application. We will air this TVC on every possible
channels in Bangladesh .
Sponsoring headline news headings of a national channel like
Channel I OBHAI channel I new headings.
Radio Commercials: For radio commercials, we will go through the
same message that we have utilized in the TVC. We will make
our RDC bit different from the other advertisement to make it
noticeable to the listeners which will grab the attention of consumers.
We will air this on Radio Foorti, Radio Amar, Radion Shadhin and
other radio channels in the Morning drive time ,in between of new
shows and one pick hour of 7pm-10pm likely.
Newspaper Advertisements: Newspaper is one of the most vital
way of communication to all class medium. So keeping this in mind,
we thought of having print advertisement in newspaper. This will help
us to reach the widest range of our target consumers. . We will post our
advertisements in Prothom Alo, Ittefak, Kaler Kontho, and The Daily
Star mostly these kind of leading newspapers. Our advertisement will
be in the front page of all these newspapers in a weekly basis on the
papers. Highlighting colors will be used and our promo will be
shared for grabbing customer attentions and to receive discounts
on every first 5 rides.
Digital Banners & Billboards: We will promote our products via
digital banners and billboards. Our billboards will showcase the
tagline. Our billboards will be located in Dhaka city, along with
some other districts. We will set our billboard in the important central
visible places possible. Stickers for cars and buses will be made for
promo sharing.
Internet: We will open and maintain an active page or account in
various social media like- face book ,twitter, instagram. A face
book group of OBHAI riders and users can be opened officially where
ideas of developing the product service, promo sharing, complains can
be discussed and shared.it can help us to receive feedback from our
consumers and develop .One Fundamental internet factor is to develop
our website with inputting a lot of information, guidancees, user
friendly manual ,precautions and contact details added. The application
needs to more swift and the software can be reformed with a better
version compared with the competitors once. Nowadays online portal
news is in huge preference our logos with some pop up advertisements
can be added there. The TVC can be published in our official youtube
channel.
Magazines- A bookmark in the upcoming edition of Mirror monthly
edition with our whole logo can be added and published.
Campaigns: We can set up a campaign in some Universities of
Dhaka city. We
can easily promote our product by this campaign. We can organiz
e a flash mob competition among theuniversities with our tagline.
Again we can also set up a campaign in shopping malls. People will be
encouraged to come to our stalls and know about us more.
Hence it can have a positive impact on the sales of the brand. 1000
of helmets can be distributed in certain campaigns will
Increase our brand loyalty and create a goodwill in the
market. Leaflets can be circulated in the stalls where our
promo codes are shared.
We can be a sponsor of a prestigious grand event like
– a sponsor of the Upcoming International Folk Festival will be
tentatively to be hold in the ending of this year. If this can be done we
can have a huge publicity.
Budget
OBHAI (MGH) gave us 50lac budget. So, we try to advertise in
different sectors based on their budget.

Television 8 lac Facebook 1 lac Instagram 1 lac Website 2 lac

Application 3 lac Magazine 1 lac Newspaper 4 lac Events 3 lac
Digital and print media 5lac
Guerilla marketing 5 lacOut house advertisement 2 lac
Grand event sponsorship 15lac
Evaluation and future plans
The overall IMC campaign has been designed for increasing the brand
awareness via different social media and broadcast channels. It will
meet the goal and as well as increase the ride order. The main problem
of the OBHAI was the awareness and the promotion to the customers. It
is also an out come of our primary research via questionnaires. So
according to our survey & market target, our IMC will engage with our
target market customer. TV, print media will reach the potential
number of our target customer. Digital signboard’s also covering the
outdoor advertisement. The designing way of the IMC campaign will
improve the local user public and direct involvement. And thus, will
bring the expected result of the whole program.
References
https://www.thedailystar.net/backpage/OBHAI-obon-
1557208 https://www.OBHAI.com/ https://www.facebook.com
/ObhaiSolutions/?ref=br_rs https://www.instagram.com/obhai.so
lutions/?hl=en