Media Planning & Buying

BONANZA SATRANGI

Group No. 04
Rabees Ahmed Sheikh 44038 Nabeer 46651
Muham mad Jibran 43764 Muhammad Kayhaan 51454
Muham m a d Ta l h a 44002 Muhammad Faisal 51071
Muham mad Haseeb 50712 Muhammad Hamza 44219
Moujiz Mehdi 50429 Mohsin Raz a 52512
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 BRAND AWARENESS
What is Brand Awareness?
Brand awareness is the way in which consumers recognize and
remember your business. The greater the brand awareness you
have, the more audiences will be familiar with your logo,
messaging, and products.
Brand awareness is important because it helps audiences understand, recall, and
become comfortable with your branding and products. If you can build brand awareness
among your target demographic, you can help your brand become top-of-mind when
these consumers are ready to research and make a purchase. Since customers already
recognize your brand, they will be more likely to buy from your business than, say, a
competitor’s business with which they’re not as familiar.
It has been studied that an average person spends more than six hours a day online,
which indicates that the internet is not a place to miss if you’re looking for brand
awareness.
 HISTORY

It all began in 1976 when the textile industry had not even flourished to its complete
potential, that Bonanza initiated ready-made winter wear, particularly knits for men,
women and children. From then on, Bonanza became a prestigious brand and won
respect as the master of detail in the realm of ready-made garments manufacturing.
With almost 80+ outlets across Pakistan, Bonanza stands as a textile giant today.
However, if we take a look at the market potential clothing brands for women, Bonanza
has indulged in creating its exclusive women’s clothing line Satrangi in 2012 which has
now become the only clothing brand solution for the women of Pakistan. Thus, We
became to be known as Bonanza | Satrangi.
 CATEGORY
CHALLENGES
 CATEGORY CHALLENGES
COMPETITORS:
Bonanza Satrangi is a brand that exists in an extremely cluttered industry; it’s a
challenge for them to stand out amongst its competitors. The fashion market is full of
brands which provide similar products in the same price range such as opponents like
Al-karam and Gul Ahmed are the biggest competitor of Satrangi. To overcome from its
competitor, they build trust in the customers by providing finniest quality in their
reasonable rates and their cloths life spawn is far better than their rivals.
MARKETING STRATEGIES APPLIED BY BONANZA:
Marketing is the best option of making awareness in customers and satrangi use this
option very intelligently they use actress and attractive prices and sales for their
customer. They use various platform for their marketing like social media and TV
channels. Bonanza Satrangi is a brand that builds its social media content being
completely based on the interest of its current and potential customers.
 CATEGORY CHALLENGES
BUYER BEHAVIOR:
When it comes to fashion apparel, the consumers seek to connect with the brand and
their mindset. This connect needs to be depicted through the communication of the
brand in order to stay relevant to the audience or else it is very easy for them to switch
to any other brand as this category is price sensitive and revolves around the latest
fashion prints and consistent fabric quality.

Trends:
Keeping up with trends, preferences and cultural factors that shape the collective
mindset of the audience.

Trust:
Bonanza Satrangi can lose customer trust in such a cluttered industry, where several
brands are competing to sell their similar product to the same audience. As a result of
high number of good quality brands in a market it is very challenging to acquire a
customer back once he/she loses the trust.

Digital Space:
The brand is already doing well on the digital medium but in order to disrupt the market
and gain attraction in the eyes of the Target Audience (TA) they need to create ground
breaking campaigns that allows them to distinct themselves from other brands.
 BRAND
PROBLEMS
 BRAND PROBLEMS
PANDEMIC:
As many people are staying at home, there is less emphasis on getting dressed.
Likewise, many people make clothing purchases ahead of special occasions, such as
weddings and vacation, but as many of these events have been canceled or postponed,
the impetus to buy new clothing is no longer there. Layoffs, furloughs and pay cuts are
also affecting sales.
COMPETITION WITH OTHER BRANDS:
There are many more competitor of Bonanza like Khaadi, Al Karam and many more so,
it’s very difficult to provide best designs and prints in reasonable rates that can be easily
afforded by customer so getting high attention towards us we put discount sale on
which we not every time get profit but also faced many losses like less profit, shortage
of demanding clothes and many others.
 BRAND PROBLEMS
MAINTAINING BRAND RELEVANCE:
Fewer consumers purchasing what the company sells, new reasons not to purchase, and
energy loss. It takes an in-depth understanding of the market to detect and respond to
each one, plus a willingness to invest and improve.
GENERATING BREAKTHROUGH:
To bring the vision of the brand to life, outstanding ideas and executions that break out
of the clutter are important. These ideas and their implementation are more important
than your budget's size. "Good" just isn't good enough, either. That implies ensuring
that you get more ideas from more outlets, and that you ensure that you have the
processes in place to identify brilliance and quickly market those ideas.
BUILDING BRAND INTERNALLY:
Without workers both realizing the vision and caring for it, it is impossible to achieve
effective integrated marketing communications or breakthrough marketing. The brand
dream, which lacks a larger meaning, will find the challenge of creativity almost
impossible.
OBJECTIVES
 OBJECTIVES
Our brand need to adopt a three-pronged strategy. Engage consumers through sensory
or experiential cues; create brand interactions which resonate with consumers and
create emotional experiences and portray the brand as a means to fulfill a desire.
Determining Target Market:
First step is to identify that what the brand is targeting for as Bonanza Satrangi is a
brand that is based on women clothing. Bonanza’s target audience is SEC A and B
people over 20 to 45 years old, however Satrangi was aimed at a younger generation
and our communication had to have a young feel. So we will use the following strategy
to create Brand Awareness among the customers.
Retarget Customers: 
We can retarget the customers by displaying the reminder ads by which the customer
will recall the product that they recently saw on Bonanza Satrangi website. This
strategy give brand an effective retargeting campaign.
 OBJECTIVES
Role Female Influencers: 
Recently Bonanza Satrangi launched a campaign on women’s day. To execute this
campaign, 5 well known women from different professions were chosen.
The advertisement was then designed in such a way that it seamlessly portrays a
transition from regular women to women who are breaking barriers and making moves
in their own respective professions.
The marketing of this campaign is also done in the form of billboards around the
country, articles and advertisement of T.V and digital media. The objective of this
campaign was to drive awareness around struggles and roles of a woman in their
respective professions and the society while connecting it to a fashion revolution for
International Women’s Day.
The campaign received enormous appreciation on all the platforms for showing how
one woman can have different sides to her life. The result of this campaign is 45%
increase in organic reach.
 OBJECTIVES
Engage with the Audience:  As you know that brand loyalty begins with the
engagement with your customers. To create a better Brand awareness we will
constantly engage with our target audience (women’s) it will help to improve the
perception of our brand. We will engage with them by running a contests and Giveaways
on Facebook and Instagram. This enhanced sense of community is what helps drive
further sales.
 
Future in Rural Areas:
The attraction in moving further afield is because there are too many brands in the
urban centres (hence stronger competition) and the second- and third-tier cities offer
more opportunities for growth. For example, Sana Safinaz have recently established an
outlet in Swat, while Zellbury have opened five stores in Lahore and Karachi (they do
not have a presence in Islamabad yet), while choosing to locate their remaining 23
stores in smaller cities such as Daska, Khanewal, Mardan and Muzaffarabad. Another
reason is the fact that the people living in these cities and towns have substantial
purchasing power, mainly due to the phenomenon of foreign remittances. In fact, Bilal
Ghani, Executive Director, Gallup Pakistan, estimates that approximately 1.5 million
families (eight million people) are directly dependant on remittances from overseas and
that brands which target this segment “have a significant chance of prospering.” Hanif
Bilwani, CEO, Bonanza Satrangi, in his interview, adds that due to the rupee’s
devaluation, the spending power of this small, yet significant proportion of people has
increased even further.
 THANK YOU

S i r Ta h a A h m e d K h a n

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