Nafisa Alam
Experienced Marketer With Multi-Category & Sales Exposure
Some milestones of my career.
Conceptualized and launched the first-ever female model hunt contest in Bangladesh titled Veet Channel I Top Model in 2011. The platform was launched with the vision to establish Veet's image as a beauty brand, an attribute the brand has been characterized by and known for globally for many years. Today, the mega contest has turned into one of the major equity drivers for the brand boosting double-digit growth for the brand year on year in Bangladesh. Post this campaign, Veet's business has doubled successfully positioning the brand as a 'beauty advocate' within the youth segment. Also, it's one of the most top rated reality shows of the country.
The core task of market expansion was never been easy for 'Radhuni', the No.1 spice brand of Bangladesh. The brand has been driving conversion into packaged spice market (e.g. turmeric, chilli etc.) undisputedly riding on the promise of 'pure quality'. We dived deep into the customers' mind to understand what was the significance of spices in context of cooking. Unanimously, they mentioned 'good spices' define 'good taste', and 'good taste' translates into 'family's happiness'. A series of commercials were designed to exploit the campaign's theme "Pure taste derived from pure quality".
Instant noodles is a booming food segment in South Asia including Bangladesh mainly because of its convinient preparation method. Urban or rural, it's loved by all kids. Mothers identify it as one of those 'rare' foods that kids are not fussy about. Plus it's nutritious. As a marketing manager, entering the segmentat a time when it was already saturated with big multi-national and local brands like Maggie was quite daunting. Key challenge was discovering the right product mix and brand positioning that would be an instant hit. After several rounds of consumer testing and research, we successfully launched "Chopstick", the first MSG-free instant noodles in the market. Perfect marriage of taste and health.
This campaign titled "The Name That Will Last" launched in 2014 was pathbreaking for Lafarge Bangladesh as it marked a new positioning for the brand after many years. Where as most of the cement brands were shouting the evident functional attributes like strength, durability and workability, here we dared to touch on something more unique and deeply emotional. A series of brand workshops and concept studies revealed to us that the significance of a house was not just a prized possession to the house builder for the present but it was more about the legacy and pride associated with it for his next generations. We developed the new strategic positioning based on thisinsight to create a stronger value proposition for our cement in Bangladesh.
