City Pace (Pvt.). Ltd- Bangladesh

City Pace (Pvt.). Ltd kicks off as a unique start-up of Bangladesh that simultaneously caters the needs of growing number of tenants who are looking for desirable homes and and property owners who are facing problems of finding appropriate tenants. The company is a property management company sporting new look that aims to take out the hassle of tenancy from people's busy lifestyle. It entails a letting team of experienced personnel who have prior experience related to property management and have worked before in the international property market. The letting service is the core offering of the company and a lot of new services are soon going to be on board.

Team 'City Pace' started its journey on May, 2014 and reached out to the people of some specific areas using 'Direct Marketing Strategy'. The areas included Bashundhara R/A, Gulshan and Banani where an extensive survey was conducted among people to get a better idea of the companies target market. City Pace Bd offers an integrated promotional advertisements of their offerings at their official website and social media sites- Face book, Twitter and Linked In. Being a service based company, City Pace Bd highly exercise interactive marketing using a website rich media, push e-mails and Search Engine Optimization (S.E.O).

The brand incorporates a vibrant 'red color' in its logo for a better association with its target group as well as for standing out from the crowd. It also uses a very direct tagline- "Your property manager" that explains what the brand is all about. One of the branding strategies of City Pace Bd includes posting a very attractive banner in front of the buildings it works with. Apart from the service, the work culture of City Pace is very friendly and target based. Employees at City Pace are always seen to have been engaged at challenges they require to accomplish.

Contemporary Branding of 'LACOSTE-THE NEW PERSPECTIVE'

'Lacoste' a french brand that promotes and sets up fresh trends among fashion enthusiasts. Sports marketing has always been an important strategy for 'Lacoste' as the brand was established through sports. The brands main choices of sports sponsorship entails sailing, tennis and golf. However, the brand currently figured through a very recent statistics that has growing popularity among juveniles and young adults. Thus, the brand needs to redefine its image and association to meet the needs of this growing target group. Hence, one consideration can be building the brand on 'Trending French Heritage'.

Brand Salience

 'Lacoste' aims to become the first choice of polo shirts whenever consumers think of that specific product line. Being the brand that first innovate short sleeved polo shirts, 'Lacoste' is well known for its high quality polo with great selection of colors. Thus, sustaining this category, 'Lacoste' is also extending the brand by bringing out more products and introducing new campaigns. 'Lacoste', thus came up with a very new and fresh campaign 'Lacoste Live' and commenced manufacturing cologne, polo t-shirts and shirts under the label.After looking through five human traits, the brand has figured that it can tap into the 'pride category' and strengthen its position as 'luxury casual clothing.' It also looked into the possibility of emphasizing its 'French Heritage.' Through this, the brand wants to preserve and document its history as an authentic brand. Every year to sustain its brand image, 'Lacoste' spends a great deal of resources on 'technology and innovation' of its R&D department.

Point-of-Difference

'Lacoste' is considered the most stylish brand along with others such as 'Fred Perry', 'Ralph Lauren'. 'Lacoste' tops the rank in the same place with 'Tommy Hilfiger' and it is well tailored as compared to other brands. It is highly concentrating on the association of 'contemporary image' on the minds of its customer base. As a matter of fact, regardless having various positioning strategies, 'Lacoste' has been featuring contemporary French artist in its television commercial and has been deviating away from the intense branding image. A good number of differential points have been communicated by 'Lacoste' to sustain against its competitors and one such marketing campaign involves promoting '#NEW PERSPECTIVE'. Whereas other cologne and t-shirt makers are focusing highly on selling 'luxury' attitude, 'Lacoste' is promoting trending and contemporary lifestyle.

'Lacoste' has been quietly but deliberately transforming its brand around the world and it is particularly noticeable in the prominent markets such as U.S. To wrap up, it can said that fashion industry is brutally competitive and unforgivable place. One day someone's hot, other day they are not.While there may still be other brands on the wardrobe, it is definitely safe to say that Lacoste has successfully migrated through the sailboats from France to Bangladesh.

Reference:

Burkitt, L., 2013. Lacoste shoots its Wad online. Forbes
Dhall, A., 2012.Big band plans makeover. Lacoste's plan [Online]
http://global.lacoste.com/en/homepage