Hatil Complex Ltd.
Hatil for Door and Furniture IMC campaign:
Since inception in 1989, HATIL has successfully lead
the nascent furniture industry in Bangladesh in setting design, quality, service,
and functionality benchmarks. HATIL’s dedication toward designing and making
aesthetically beautiful and functionally superior furniture coupled with
matching quality standard and top notch services have made us the most
preferred brand in Bangladesh.
Target Market:
DEMOGRAPHIC
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Age: 25+
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Gender: Male & Female
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Occupation: Businessmen, Job holders.
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Income: 25000+
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GEOGRAPHIC
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Location: Urban, sub-urban.
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Area: Mainly Dhaka, Chittagong, Sylhet, Rajshahi
& Khulna.
Some other cities;
Bogra, Mymensingh, Rangpur etc.
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PSYCHOGRAPHIC
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Preference: Businessmen/ Corporate
personalities desire more.
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Perception: To earn trust &
respect of the customers
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Attitude: Positive & Trustworthy.
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Lifestyle: Fancy.
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Integrated Marketing Communication Campaign of Hatil:
Advertisement:
Hatil promotes their product through their TVC focusing
on individual and their families belonging from society. They use traditional family
members for their promotion who uses Hatil’s product with loyalty for a longer
period of time and they also try to promote how frequently people use Hatil’s
product in their typical lifestyle. They also use paper adds and Billboards to
promote their products and brand.
Sales Promotions:
Hatil uses many different types of promotional strategies in the launching of their new furniture items. They also provides discount offers on different cultural festivals, religious festivals and other types events and occasions; like Eid, Pahela Baishakh, DITF, CITF, etc.
Public Relations:
Hatil is a reliable and customer oriented brand. People
have a positive perception about the product of Hatil. They have shown
excellent performance in designing their pavilion at the DITF for attracting the
customers and also for publicity of the brand. They also do some CSR activities
in different religious and cultural festivals.
Others:
They also use various other type of medias to promote their brand. They also run their product promotions with thier facebook page, websites, by sending sms to the customers.
My Opinion:
Hatil's IMC campign is strong enough and reliable to the customers. They use an effective way to reach their customers expectation. But they need to upgrade their performance more to maintain the standard in these large industry of furniture. They have lots of strong competitors. They need to focus on the competitors also to rich in the top position. They have to promote their product in best possible way to reach in the top position of the industry. They should focus on other IMC tools to make it more effective. By utilizing all other IMC tools perfectly Hatil can be the market leader with in a very short time in this furniture industry of Bangladesh.
Reference:
1. http://hatilbd.com.sv59.premiumwebserver.com/
2. https://www.facebook.com/pages/HATIL/144327865676540
