MISION AND VISION OF AURA We want to be the best and satisfied cosmetic clinic service provider in BANGLADESH. As to reach that position we are delivering the best possible services to our target customers so that they can enrich their beauty and to gain the self-actualization that everybody expect in their life. We come up with the services include Thermage and tripollar that helps in skin tightening and body contouring and provide botox, restylane silk and facial fillers, microdermabresion services that increases the aesthetic inner beauty of one person. We also focused on hiring the best dermatologists in our company so that people can rely on our brand as we are not promising anything fake under our company. In this process, customers will ensure their satisfaction level that helps to reach the vision of the company.Brand positioningPositioning is the unique idea and the perceived image that will be positioned in the consumers mind so that they can easily differentiate the brand from the competitors on the basis of points of parity and points of differences that the brand offers to their target customers. We establish our positioning based on- product benefits values and beliefsAs we promise to our target audiences that we try to recover the problems they face in such a way that will be very convenient for them in terms of timing factor and the pricing for different services they will take up to their affordability. If we able to provide the services effectively and efficiently and ensure customer satisfaction then it helps to establish the values & beliefs in near future.

AURA FOLLOWS CATEGORICAL POPPOPPOD

FRACTIONAL CO2 COOL SCULPTING

FRAXEL DUAL THERMAGE

PHOTOFACIALVOLUDERM

V BEAM INTRAVENOUS VITAMIN THEORY

BOTOXMALOCCLUSION

RESTYLANE SILKSCLEROTHERAPY

FACIAL

MICRODERMABARASION

HAIR REGROWTH CLINIC

NONSURGICAL FACELIFT

Brand promise This clinic portrays basically a sophistication brand personality with its unique services and for some segment it will treat as sincerity because of the security that has been provided by the clinic. Customers will be benefited from the website, as all the necessary information are there, so possible feedbacks can be obtained hence relationship department will interact with the customers help desks for further improvement.There have been some of the criteria that need to be fulfilled to ensure brand promises and the customer satisfaction and the relationship create between the customer and the company that build up resonance.

Initially, brand elements such as brand name (AURA), logo and the tagline will help to easily recognize the brand and their services that have been provided to the customers. Continuous exposures will help to create awareness among the customers and they are willing to know about the brand through using our website and social media or where we have promoted our brand. When the target customers will face a skin problem or they are not socially accepted because of their bad skin tone or any skin related issue they will think about AURA because of the constant exposures they will get from support media , social media and broadcast media platforms. That actually helps to create the positioning factor as now continuous exposure will keep our brand name in the consumers mind so easily and successfully that they dont forget the name and they will think it when they face those relative problems. In the second stage, when the customers will aware of our brand (AURA), then they will seek for the information through our own websites to judge whether this particular brand AURA will have the potentiality to provide the greater services in the cosmetic clinic industry. The performance factors and the brand image together will be directly contributed to judge the brand AURA. Brand performance will be developed by the POP AND POD as we provide some special services that help in differentiating the brand. We used some high tech machines in our company that are mostly concerned with the health issue. Performance can also build by the reliability factors and service ability factors as we give after sales service to our loyal customers if the customers face any minimal problem with their face. The customer positive response will be another reason for service effectiveness as they will trust our brand after getting better and satisfactory services. Our help desk representatives will also help the customers in many cases when they came to take some information regarding the prices and experts that will be speed up the service process and it ensures that provider seems as trusting and caring. Price is also a vital element to make a judgment as we have many price ranges for various services depending on the nature of those services. It also depending on the target customers based on their affordability.Style and design can be the sensory aspects of our services as we provide many augmented services that help in leveraging the experiential marketing and relationship marketing both in the same time to understand the customer satisfaction level.Brand imagery is another component to create the meaning factors of a brand as we mainly focused on the personality of our brand that already mentioned above as our brand personality reflects sincerity and sophistication both for the high end user and mid end user. It also emerges from the direct experience with the brand. After creating the meaning factor, the performance and brand image together will help to create the judgment where customers will give their expected responses to our brand and give feedback according to their preferences and likability of taking the particular service. We must ensure that we have to maintain the expected quality in accordance with our target customer potentiality, develop credibility by creating the situation where our customers can consult with the expert that which service they will take and which service will resolve their particular problem. If we able to provide quality and credibility then automatically it help the customers to create superiority where customers can have the ability to differ the brand and can relevant their personality with the brand.AURA is also considering the security, social approval and self-respect factors under their brand personality as we want to ensure that we provide the better clinical services from which once can comprehend that we are reliable, trustworthy and give sense of accomplishment. Through transformational ad and other campaigns customers can directly experience their feeling with the brand by having actual usage with the services.As all factors are successfully established, customers will have the experiences and awareness that connects the brand with customers to build the resonance where they show the positive responses and taking repeat services from our brand as we will get the most preference from our target customers. Brand elementsNameAURA is the name of the clinic which is simple, distinctive and most importantly familiar with the people. It has a meaning that it highlights the distinctive atmosphere and quality that seems to surround and be generated by the person, thing or place. More word of mouth will be generated and more recall and recognition will be conditioned with the help of the Integrated Marketing Campaigns.Logo This logo uses a very trendy logo element, colorful for a modern feeling. The writing is thin and modern as well.

Tagline Let actualize your desire that is the tagline of our company. As we focus on self-actualization in which our target customers can visualize themselves in a way that portray his or her inner beauty and they will accomplish their desire by getting the promising services from us. It helps to enhance the brand awareness and people can relate with the brand. Slogan Make a difference. Enlighten your imagination that is our slogan for the campaign that we establish through our objectives. As we launch an interactive campaign, we mainly portray the distinctiveness that our brand offers which helps to raise social awareness and build self-respect and social approval. Through this campaign, our customers will acknowledge that problems are in everywhere but it can be resolved if we take the proper caution and treatments.Character It is the strong and effective user experience without language and tone of voice plays a big role in this by doing, differentiating you from competitors, showing more than a name or logo, rather creating a character for our clinic tend to generate a single Character based on the name and logos, all combined impressions and experiences associated with the clinic. Characteristics and values represent the intangibles connect with consumers in a meaningful way. We also establish a character for our brand for using in the IMC campaigns specially. We named it BEAUTYCOLOGIST as they are our experts who can help our target customers to give necessary suggestions regarding the service benefits.

Introduction

Located in Gulshan, hub of DHAKA city, the Aura Cosmetic Clinic Centre is a private cosmetic clinic center offering the very best in modern day laser skin treatment, nonsurgical body contouring and laser skin resurfacing, cosmetic age management, malocclusion and more.The centers founding doctors consist of the leading plastic surgeons, and renowned cosmetic dermatologist of Bangladesh. Under the guidance of these highly experienced doctors, and under the supervision of the Lasky Aesthetic Laser Center, Americas one of the best cosmetic clinic, Aura cosmetic clinic upholds the highest standards of care and offers only the most effective laser skin treatments and state-of-the-art laser skin resurfacing, malocclusion and other cosmetic skin care services available in Bangladesh. Unlike other practices that promote cosmetic products and treatments based on current popularity, we offer comprehensive treatment programs designed to fit and effectively address each patients individual needs. Every patient is different from each other and each of them are equally important to us.

MARKETING MIX

PRODUCTOur highly experienced team is always ready to serve you. From our wide range of services our customers are welcome to choose their service and rest of the duty will be done by our highly experienced team.5 levels of product for our service-Core Acne & scar free, decrease weight, aligned jaw, wrinkle free face, min the sign of age

Generic High quality machine & doctors

Expected customer benefitNo side effect, pure curing

Augmented Kids zone, excellent waiting room and caf

Potential Advanced tech at more convenient price

Our services:

Laser skin and ResurfacingLaser skin resurfacing also known as laser vaporization, laser peel and lasabrasionis a means of removing damaged outer layers of skin, allowing the healthy cells underneath to regenerate a smooth, bright appearance. This is done using specially engineered lasers that work to zap blemishes while leaving healthy tissue intact. All in all, laser skin resurfacing is a wonderful and non-surgical way to restore vitality and health to your skin. By taking a proactive and motivated approach, the practitioners at Aura deliver among the best laser skin resurfacing in Bangladesh.Under this category Aura provides 4 different types of treatment depending on the patients skin type and need.

Fractional CO2: Hailed as the number 1 anti-aging breakthrough in recent years, the Fractional CO2 laser represents the very best in laser skin resurfacing. It delivers powerful results without the harsh side effects that typically come with laser resurfacing procedures. Because of this, patients experience less downtime, less discomfort, and more rapid results. We are proud to provide this world class treatment in our place. Fractional CO2 is mostly used for deep acne scars, aging skin, liver spots, and sun damaged skins.

Before After

Fraxel Dual: The Fraxel Dual laser was developed in 2001 by two innovative engineers. These engineers had a vision for fractional laser technology that would help patients get all the benefits of laser resurfacing treatment without the nasty complications that tended to accompany it. As a general guideline, Fraxel laser skin resurfacing is a better option for patients under 50. It is a more delicate treatment than Fractional CO2 laser resurfacing, and is intended to treat mild skin issues.

rSituation after using fraxel laser

Photo facial Photo facial is a noninvasive, no-downtime procedure to correct virtually any superficial blemish. Rosacea, sun damage, freckles, age spots and acne are no match for this rejuvenating treatment. By using nonerosive light, a photo facial addresses damaged skin tissue or hyperpigmentation without harming healthy cells, allowing patients to resume their daily activities immediately. A photo facial is also called intense pulsed light (IPL). This is different from a laser, which only uses one wavelength of light. Instead, a photo facial uses whats called broad-spectrum light, which reaches multiple layers of skin. It is applied with brief flashes, sometimes up to 2 or 3 on a single treatment area.

V Beam - TheVbeam laser represents the gold standard in blood vessel lasers. Its purpose is to treat any skin condition that relates to blood vessels, such as broken capillaries, redness, rosacea, and angiomas. Additionally, it can treat hyperpigmentation, such as liver spots, sunspots and melasma. It is among the gentlest lasers available and can generally be used with no anesthetic and no downtime following the procedure.

Skin Tightening We are proud to offer the very best in non-invasive laser and radio frequency body contouring and skin tightening technologies. Our highly-trained practitioners have extensive experience performing these state-of-the-art procedures with excellent results. In this sector we are providing 3 types of services Cool SculptingMost cosmetic procedures to remove fat use lasers, ultrasound or surgery. None of these are precise enough to eliminate only the fat cells. Because of this, surrounding healthy tissue is damaged, causing bruises, bleeding and often lengthy recovery periods. In the end, these procedures often get great results, but wouldnt it be nice to get the same results with no downtime at all?The Cool Sculpting system took shape after a team of Harvard scientists saw a need for a new type of fat elimination procedure. They saw that patients deserved a procedure that would not leave them with bruising and pain for weeks afterward, such as from laser body sculpting. They decided to take advantage of the fact that fat cells freeze at a higher temperature than other types of cells. Because of this, the Cool Sculpting system can freeze stubborn fat cells while leaving surrounding tissue completely intact. Theres no need for scalpels, cannulas, needles, anesthetic or residual scarring. Cool Sculpting is one of the best alternatives tolaser body sculpting AURAprovides.

before and after

THERMAGEThermage uses radio frequency technology to deliver heating energy to the deeper layers of the skin while concurrently cooling the surface of the skin. This first tightens the underlying layers of your skin, while concurrently giving your body a boost in natural collagen production. Both these effects serve to give you a smoother, more youthful appearance wherever treatment is delivered.Thermage has a unique feature to keep you completely comfortable during the procedure. While the treatment tip heats the underlying layers of skin, it simultaneously cools the surface of the skin. This not only keeps the patient comfortable during the procedure, it also protects the outer layers of skin from damage. Because of this, Thermage skin tightening, delivered at our premier facility in AURA, requires no downtime and no recovery period.The latest version of Thermage skin tightening is called Thermage CPT. This stands for Comfort Pulse Technology. This means that when the radio frequency is delivered to the skin, it is done in a series of micro-pulses. Additionally, the handpiece vibrates with each pulse, which minimizes the heating effect on the skin. This all goes toward ensuring total patient comfort during the procedure.

before and afterVoludermVoluDerm is the perfect regenerative treatment for patients looking to minimize the signs of aging. It utilizes radio frequency skin resurfacing, penetrating deep into the skins dermal layer to tighten and strengthen your skin. It works to stimulate the bodys natural production of hyaluronic acid, collagen and elastin. When your body produces these substances, they work to add volume and tightness to the skin, restoring your skins youthful, healthy appearance. Additionally, VoluDerm doesnt damage the skins outer layer so there is no downtime after treatment. All in all, VoluDerm skin tightening may be the best solution to help you enhance your skins vitality and glow.

INJECTABLES AND FILLERSAs one of the most tried and true methods of cosmetic enhancement, the field of cosmetic injectable provides one of the simplest, most effective ways to get immediate results. While the technology of injectable has only gotten better over the years, the outcome still depends on the artistic skill and refined approach of the practitioner who delivers it. Aura provide 3 type of services-

BOTOX Let's face it: wrinkles are a pain. The worst part is they're created by our own expression and animation, constantly contracting muscles to smile, laugh or look surprised. In order to stay wrinkle free, none of us can be expected to maintain an expressionless appearance. Instead, cosmetic muscle relaxers are perfect for this purpose. When used expertly, they can target the exact muscles responsible for wrinkles in the forehead or between the brows, all without hindering our ability to be as expressive as ever. Facial fillersAt the AURA cosmetic clinic, our facials are second to none. We offer a broad variety of facials for our guests looking to bring a healthy glow to their skin. Further, our aestheticians have spent decades in the cosmetic field, giving them the know-how and experience to ensure you get the correct peel and that it is applied masterfully. Our entire goal is to give you an experience that is comfortable, relaxing and refreshing, and is the best possible facial that we could give you.

Restylane silk Restylane silkis the newest addition to the well-known Restylane family of dermal fillers by AURA. Approved by the FDA in 2005 for treating moderate to severe wrinkles on the face, Restylane was created to treat various fine lines and wrinkles around the mouth and nose in addition to lip enhancement to create fuller lips.

Aesthetician servicesWe provide 2 services FACIAL Stimulation facial Stem cell facial Clarifying facial Antioxidant facial Back clarifying facial MICRODERMABRASION As a general rejuvenation treatment for the face, microdermabrasion effectively reduces surface blemishes while also stimulating collagen growth in the skin. This creates a smoother, younger appearance in the face while also promoting healthy skin. Microdermabrasion is great as a standalone procedure, and it may also be done as a comprehensive rejuvenation program. By unclogging the pores and removing surface layers of skin, it gives your skin the opportunity to restore its vitality.

SPECIALISED SERVICES IV VITAMIN THERAPY AURA have an extensive collection of vitamins, minerals and amino acids, helping patients with a variety of illnesses and diseases. Additionally, perfectly healthy individuals can take advantage of our IV vitamin therapy to help stay in prime shape. Our certified practitioners have been delivering IV vitamin therapy for many years, giving them the knowledge necessary to choose which vitamins and doses are correct for you. MALOCCLUSION

SCHELOTHERAPYSclerotherapy is considered the gold standard in varicose and spider vein treatment. It is noninvasive and takes less than an hour to perform, with patients able to resume their daily activities immediately following treatment. Another advantage to sclerotherapy is its ability to prevent recurrence.

WHY AURA IS DIFFERENT FROM OTHERSBecause each individual is unique, our core philosophy is respecting medicines traditional principle of a treatment plan for each patient. In todays marketing world of thrilling and fabulous procedures, the cosmetic industry is moving away from this approach and more towards a confusing mess of a la carte services. More and more patients are being led to believe that they can pick and choose procedures on their own with no real knowledge of which is best suited to them and their needs.At the AURA cosmetic Center, we dont believe that every procedure is great for every patientwe believe that each patient is unique, requiring his or her own treatment that is different from anyone elses. We are a proactive team, helping you find health and beauty not just now, but far into the future.When you come in with something youd like to change about your appearance, our first step is determining a proper treatment plan for you. This is done with a thorough consultation, complete with listening to your goals and understanding who you are. From there, our experienced practitioners will work together to create a personal rejuvenation program that is tailored to you and your exact needs. In an age when beauty is an investment, well help you spend your money wisely.Nowadays, experiential marketing is very necessary for new business to retain the customers as when a customer comes to our clinic, they feel mesmerized and get attached to our spatial environment that has been decorated to attract the customers.

Reception and waiting room:

Kids zone & cafeWe are also focusing on providing augmented services as many of our target customers are woman and mostly is mother. So they dont need to think about their kids when they came to our clinic for getting services as we manage a kids zone for kids relaxation.On other hand, we establish a caf for our target customers so our clients can have special food and refresh themselves when they are waiting for taking services.

People People are also a vital provider for experiential marketing. From the frontline to experts, their well behavior can also help to please our clients as it also help to retain the customers and provide better experiences and that also be associated with sense and feel marketing.

Meet our teamProf. Dr. Kazi A Karim

Specialty : DermatologyDegree: MBBS, DDv(Vienna), MSSVD(London)Availability : Sunday, TuesdayDr. M.U. Kabir ChowdhuryMBBS, FRCP (UK)Visiting Professor of Dermatology University. of Ottawa, Canada

Dr. M. N. HudaSpecialist in Skin

As we also leveraged with Lasky laser center, we bring specialized doctors from them for better experience provider to raise the credibility of our services. Dianne Bedford, MSN, NP-C Nicoletta Yudelevitch,

Website & Facebook page

Through our website our client can book an appointment and make suggestions about which are the favorable services for them to take. And they also go to the testimonial link to get a better overview of our services and experts that helps them for personal experiences with our brand.

Product update strategy we are associated ourselves with the American dermatologist society as to ensure to bring any new services in our industry from them to make ourselves updated in every aspect of reaching the best possible services we provide.

Pricing strategyPrice is the only think that generates the revenue. As it is an important thing to attract the consumers and convince them, we needs to put prices smartly so that consumers can avail our services. We follow 2 type of pricing strategy in our services: Value pricing Segmented pricing

Value based pricing We are maintaining a higher price for our POD services as these services are new in Bangladesh context and these services are not giving by any other company so we can put a high price for it. And we are providing services under supervision of LASKY and American dermatologist society where if customers have any query and confusion they can directly connect with our foreign experts about their particular problem. We also provide best quality than any other competitors.

SERVICESPRICE(BDT)

SCHELOTHERAPY50000

INTRAVENOUS VITAMIN THERAPY70000

THERMAGE20000

VOLUDERM15000

COOLSCULPTING53000

RESTYLANE SILK70000

MALOCCLUSION40000

SEGMENTED PRICING PRODUCT FORM PRICING As most of the POPS are also given by our competitors, we need to ensure better time management when it comes to give services to satisfy our target customers. Our competitors will need 4 to 5 session for each services where we ensure that we just need 2 to 3 session for each service provide. This will actually reflect our clients opportunity cost of time and energy.

ServicesPrice (BDT)

Fractional CO28000

Fraxel dual7000

photofacial8000

V beam8000

Botox7500

Facial filler50000

microdermabrasion9000

TIME PRICING These services are always available at regular prices but our clients can get these services at a discounted price if they able to manage their appointment between 12 to 3 pm to get the 20% discount on any services. These module is established for because in that time people are very busy so they dont have the time to manage to come to take the services and we are offering for gaining more customers in that off peak hour.

Facial service 5000 taka

Customer segmented pricing Malocclusion is the only service that falls under customer segmented pricing. We are offering a very lucrative package where if the client is under 18 then he will get his treatment by having 50% discount as our pricing strategy. These discounts will be maintained throughout the year.

Channel We are following direct channel as we already ensured Product info needs are high Product customization is high Quality assurance is imp.

Loyalty program and relationship marketing We are trying to develop relationship marketing for all our customers as we follow mass customization in which our clients can use Facebook and the mobile apps and the mobile version of our websites to arrange their appointment, timing and the possible experts in both of our country and outside of the country. In this way, we can build a strong network with our customers and provide better services up to their imagination. On the other hand, we are merging with some of the renowned companies in Bangladesh so our loyal customers can get discount whenever they will get some other services from them by showing our loyalty cards. These loyalty cards will be executed for different situation

Specialized services (loyalty prog)

Premium

Geographic Demographic Psychographic/ Behavioral

Area: Urban

Location: Initially Dhaka

Social Status: Upper middle, Business class

Age: 18-35

Gender: Both

Income (monthly/family): 20000++ (Net)

Family size: Min 3 Max 5

Occupation: Housewives, Teachers, Students, Office goers, Businessman, Actor-Actress, Attitude( towards the product/service category and brand): positive + negative

Benefit: Acne & scar free face, jaw alignment, pigmentation

Lifestyle: contrast of extrovert & introvert, contemporary, busy

Volume: 1/ month (average)

Perception: vague/unsatisfactory

Preference: Health conscious, Hygiene, Aesthetic

Values: culture: conservative to some extent

Customer Profile -

Communication Objectives - Response Model

Print Media

Broadcasting Media (TV, Radio)

Digital Media

Support Media

Public Relation

Presentation

We want to increase presentation by 55 % within next 4 months.

We want to increase presentation by 60 % within next 4 months.We want to increase presentation by 70 % within next 4 months.We want to increase presentation by 65 % within next 4 months.We want to increase presentation by 60 % within next 4 months.

Attention

We want to increase presentation by 45% within next 3 months.We want to increase presentation by 50% within next 3 months.We want to increase presentation by 65% within next 3 months.We want to increase presentation by 60% within next 3 months.We want to increase presentation by 55% within next 3 months.

Comprehension

We want to increase presentation by 50% within next 3 months.We want to increase presentation by 55% within next 3 months.We want to increase presentation by 60% within next 3 months.We want to increase presentation by 55% within next 3 months.We want to increase presentation by 50% within next 3 months.

Yielding

We want to increase presentation by 55% within next 2 months.We want to increase presentation by 50% within next 2 months.We want to increase presentation by 60% within next 2 months.We want to increase presentation by 50% within next 2 months.We want to increase presentation by 45% within next 2 months.

Retention

We want to increase presentation by 50% within next 2 months.We want to increase presentation by 45% within next 2 months.We want to increase presentation by 55% within next 2 months.We want to increase presentation by 45% within next 2 months.We want to increase presentation by 40% within next 2 months.

Behavior

We want to increase presentation by 45% within next 2 months.We want to increase presentation by 40% within next 2 months.We want to increase presentation by 50% within next 2 months.We want to increase presentation by 55% within next 2 months.We want to increase presentation by 35% within next 2 months.

Major Selling Ideas - Make a difference. Enlighten your imagination this campaign is mainly designed to attract user who have facial problems as some of them do not have that social acceptance because of their bad skin tone or any distorted parts. This campaign is basically conveys that the beauty is not the upper portion of your body beauty is something that exhibit a persons inner beauty. The power idea of this campaign is to make changes in upper part of your body but not to change your inner beauty as just to give yourself a better look and make yourself convinced that you are already beautiful.Appeals & Execution styles of the ad - Appeal, in terms of marketing stands, as an important factor for the exposure of the specific product or services. Hence it helps to draw attention towards the target customers. Now we know cosmetic clinic is a service oriented business, so most of the company tries to highlight and focus on rational / informational appeal of the services they provide. But AURA cosmetic clinic is trying to come up with innovative advertisement which was never done before in perspective of Bangladesh market, i.e. The Combination Appeal. Through the combination appeal, we will ensure that the target customers rationally think about the services inside and emotionally fall under the desire to look the way they want.Execution Style of the Ad- A transformational ad is defined as one which associates the experience of consuming the advertised brand with a unique set of psychological characteristics which would not typically be linked with the brand experience to the same notch without exposure to the advertisement. It helps to experience and differentiate the product/service. Through our ads we will try to emphasize the following execution styles: Imagery Slice of life Testimonial The contrast of these 3 execution styles will definitely build strong recall and recognition factor in consumers mind because through this ad the consumers will able to strongly relate themselves with the brand. Story of the Ad We want to execute the ad in such a way that it hits the perception of our target customer without highlighting our services. Basically we want the customer to think about our services in a convergent way because we are not making any fake promises like other companies through TVC.We are making two sequential teaser ads that would be shown simultaneously. The first sequence would portray a story of a woman. Here, the house where the woman is living is not like any other ordinary home. Every mirror in the house would be covered in colorful paints, why? Because the womans kid cannot tolerate seeing her mother getting upset every time seeing her own facial problems (broken jaw). The family members dont recognize her beauty wise but like any other dutiful women towards family. Next, in the second sequence, it would be of a young male is walking on street but his head down. But whenever he looks at any other male of his own age, he portrays himself to that face and imagines himself to be normal and good looking, because the male have distorted face due to an accident. On the next part, we will show that the male is crossing a street via zebra crossing and sees something unusual when crossing the zebra lines, and in another part we will show the woman visiting a shopping mall where she sees something unusual, a huge box which is empty and a lady stands there with a 3D glass. Next the lady asks her to wear the 3D glass and select few options from the list attached by a side. The options were like, facial alignments, being slim and etc. She then selects, wears the 3D glass and see herself in a 3D format inside the box, completely different from the way she was. She gets excited and the very later part the lady with the 3D glass handed her an invitation type card. The last part of the ad shows the visiting of both the woman and the male in the AURA cosmetic Clinic and when they came out from the clinic, both of them were feeling very happy and confident with a wide smile in their face. At the end we will show the clinic name, our social media links and if Any Inquiry message with the contact no. for phone and email.The ad would be made in teaser format. From both the sequence, the woman part till her mirror covered in cloth and the male part till other people looking at him awkwardly would be shown. In the next teaser the woman part of why the mirror is covered, the visiting to the shopping mall and clinic visiting would be shown and for the male the zebra crossing and the visit to the clinic would be shown.Sources of the ad External Sources - External sources have several categories which are discussed below: Personal Sources A source is a new service that will create a positive buzz in the market, word of mouth can play an important role. Most of the consumers are not fully satisfied with the current services which are available in the market. So in that case if we can ensure best quality with proper customer care then we will able to generate a positive word of mouth which will ultimately help us to draw the attention of our target customers. Market Control Sources Among all the market control sources internet has become the fastest growing source. We will prioritize some specific social medias like Facebook Instagram After all, these medias are mostly used by our target customers. Public Sources Through different promotional activities AURA will be exposed from where our target customers will have an idea about us. Initially they might not consider the public sources reliable but in the long run it will help us to connect strongly with our customers. Internal Sources Experience We believe once our targeted customers are started experiencing our services they will feel satisfied which will help us to retain loyal customers. Besides this the satisfied customers will also share their experiences with their F&F & spread positive WOM. Memories It can be developed through repetition of external sources. When our target customers will expose through our different advertisements like TVC, RDC & Print ads on a repetitive manner then it will create a strong resonance in their mind. The information about our brand will be stored on their nodes which will create a strong association of the brand. Promotion Promotion needs to be effective to ensure the maximum reach because for new product / service it plays a significant role. To make our promotional activities effective we will select some specific tools which matched the most with our services. These are Billboards Print ads Alternative Graffiti Billboards Billboards are always effective to communicate with any sort of customers. As Aura is a new service so to grab the attention of our target customers we will use billboard ads. We will go for both regular &digital billboards. The ads that we give in regular billboards wont be that creative. We will keep it simple. On the other hand the digital billboards are going to be launched for the 1st the time in the context of Bangladesh. The ads that we will give in these billboards wont be simple because we are willing to connect us with our customers straightaway. In these billboards we will focus some of our celebrities/ spokesperson & a particular portion of the billboard will remain empty with a question mark. This will strike the mind of the customers & make them curious. Within a short span of time we will revealed that ordinary people can also consider themselves as a special person simply by taking our service. But how? As its a digital billboard so it will randomly upload the satisfied customers picture from our database besides our spokespersons. The pictures will automatically change once in a month. This will give the customers a special attention. By doing this we are ensuring feel & act marketing together.

Print ads -Print media is an easy medium to spread awareness or advertise to any particular target market. Like, a local newspaper or the monthly magazines are the best way to bring attention for any ads. We will not target all the magazines because some of the beauty related magazines are mostly read by our target customers & these are Splash Canvas Mirror The print ads we will going to give in different magazines that will make our customers think in a convergent way. On the other hand in selection of newspaper we will consider the following newspapers Prothom Alo Daily Star

Alternative Most of our target customers visit in different shopping malls. So in these places we will setup an augmented reality (3d booth) where they can give themselves their desired look. In front of the 3d booth there will be a representative of AURA who will demonstrate the whole procedure to the customers. Once they get inside the booth they have to wear a 3d glass. On 1 portion of the booth there will be some beauty related words like glow, scar free, slim etc. The specialty of the 3d glass is attached with a voice camcorder. When a customer pronounces each of these beauty related words the glass will project them according to that to a screen. It will be completely an exceptional experience for them. Through these augmented reality we will try to ensure to touch each SEMs of experiential marketing.

Graffiti Illusion had always been a center for interest in everyone and graffiti are also considered as an illusion, creating lots of curiosity among all who views or watched them. In our campaign we are going to create graffiti, which will send a message among to the target customer about our clinic. The graffiti will be on roads as zebra crossing. Now the road that would be selected is to be in areas where there are can be large exposures of the clinics name and not every roads of the city would be covered but very few. The roads selected would have space for people crossing from one part to other. Now the design would be such that, four lights would be set up for each side of the road. Normally the lights wont lit up but when the traffic would be on a halt for street passing people, the lights would lit up in zebra crossing pattern, beneath there would be a face of a normal person. Next, upon crossing on those entire patterns, the face itself will clear the zebra patterns and all the dirt from the shoe steps and next the name of the clinic would blink up on the face. Via this, we want to spread the message clear and healthy face skin and making sure the message works as feel, think and relate marketing.

Cause based marketing - By definition it means doing marketing in some cause related occasions or caused related programs. Now, as the organization is skin care clinic, the caused that should be more focused is on skin related issues. So, we would try be partners or sponsors to the shows or programs for WOMEN VIOLATION. The issues are very sensitive to almost every possible women tortured and to their rights to protests. The main aim from the clinic is to donate a sum of profit to those entire women suffering, suffered and NGOs who are working for all those women. Also an incentive would be taken, it would be like, the women who were brutally tortured would be treated free till the clinic can afford and give discounts to them who want to take the treatment in the clinic, free handy suggestions would be given for the scars or anything visible on the body and yes, a boost and sympathy towards the feelings of the women fighting for their rights.

Sales Promotion 1. Demonstration In few public places like shopping malls there will be augmented reality of 3D booth where customers will see themselves in a better way comparing before by wearing 3D glasses. So they will have a clear idea how they will look after taking our services. 2. Sponsorship - It plays an important role for both recall & recognition factor & sales promotion. We will sponsor conferences and seminars on health issues, especially which relates to skin care issues. On the other hand fashion oriented shows would also sponsored by us.

3. Mobile Apps An app named Face 2 Face would be developed. This would be a multifunctional app including games, appointments, chat etc. The game would be like, after downloading the app, the app will take a picture form the phone owners gallery and then put the picture in the game. The game will be a puzzle game where the taken picture would be disorganized and the player has to organize it. We are actually doing think & act marketing because we make our consumers think divergently. A unique characteristic of the app would be after solving the puzzle they will discover that face is much prettier than it was. By doing this a self-actualization factor would be created in the consumers mind. Besides this the app will also help to scan the QR codes to fix their appointments & notify them different tips about their desired beauty. Through this app they will also able to create a community of those who availed the service. It will help ultimately help them to share their problems with each other & views regarding the service. It can be also a medium of customers feedback to measure the satisfaction level.

4. Social Media/ Interactive Marketing As most of our target customers are high end users, so they prefer to communicate with social media, also they are highly active here, so we will boost our service related post and beauty tips to ensure maximize reach of our target customer. Through social media we will also do referral marketing, but not for any types of incentives. This is to spread a buzz in people to let other help for a wellbeing cause so that they can actualize their desired look.

5. Outdoor Furniture

INTERNET MARKETING RICH MEDIA:VIDEO AND VIRAL MARKETING When the customers get the proper services from AURA and they see that they actually look good from before their family members and their friends and relatives appreciate their beauty and make a video and finally viral it in different social platforms such as Facebook, YouTube and Flickr. In this way, these social media campaigns can generate lots of ideas and contents and the people will have some good feeling about it.

SOCIAL MEDIA CAMPAIGNS BLOG AURA capitalizes on the intelligence of their employees as well as their patients and the people who are involved with their network to get insight into their experiences with every services they gave in the recent times. Patient experience was fun and exciting as they got the best services that beyond their imagination and they actually raise their self-image by using our services and feel that that the money they spent on it was worth satisfying. Employees experience was much more emerging and exciting than patient experience because they were involved from the very fast and they contributed their effort to make the services worthy.The lesson that we got from it include we able to ensure- Beauty tips , health tips and enrich lifestyle Leveraging- A brand leveraging strategy uses the power of an existing brand name to support a companys entry into a new, but related, product category. It is an important form of new product introduction because it provides consumers with a sense of familiarity by carrying positive brand characteristics and attitudes into a new product/ service category. There are couple of associations to leverage a brand but we will going to us these 4 secondary associations Company Co-branding Celebrity endorsement 3rd party sources Company - There are 3 options under company to branding a new product. They are-create new brand, modify an existing brand, combine existing and new brand. AURA is completely a new brand in the market. So our prime target will be introducing new types of services to survive in the market.Co-branding - Co-branding is the practice of using multiple brand names together on a single product or service. As AURA is a new service so it will be difficult for us to establish the brand all of a sudden. Thats why we will go for co-branding with Lasky cosmetic clinic to ensure the better expertise & expand the brand meaning. On the other hand we will also focus on ingredient branding because there are some services that we will going to borrow from them for assurance of quality & reduce risk. Celebrity endorsement- Celebrity endorsements always helps to draw the attention of target customers. As they are considered as the credible sources. So for our service we will going to endorse 2 celebrity. One is for males & another is for females. We will consider NOBEL for the males & JOYA AHSAN for the females. Both of them have a high level of visibility & positive appearance in our customers mind.

3rd party sources They are the most reliable sources for any brands. To attain the maximum conviction of our target customer we will use 3rd party sources & for that our 3rd party source will be ASDS (American Society for Dermatologic Surgery). We believe it will create a positive impact on our customers mind to rely on our services.

THE END