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 positioning
Positioning 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 beliefs
As 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 POP

POP
FRACTIONAL CO2
FRAXEL DUAL
PHOTOFACIAL
V BEAM
BOTOX
RESTYLANE SILK
FACIAL
MICRODERMABARASION
HAIR REGROWTH CLINIC
NONSURGICAL FACELIFT

POD
COOL SCULPTING
THERMAGE
VOLUDERM
INTRAVENOUS VITAMIN
THEORY
MALOCCLUSION
SCLEROTHERAPY

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.

Clinic
FREE
CLINIC

CONVENI
NET CARE

SPECIALIS
ED CLINIC

CLINIC

Dermatol
ogy
LASE
R
CLINI
C

Acn
e

Dietet
ics
Hai
r

Wei
ght
MGT

Diab
etes

Denta
l
Root
can
al

Mal
occl
usio
n

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 elements
Name
AURA 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

PRODUCT
Our 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 serviceCore

Acne & scar free, decrease weight, aligned

Generic
Expected customer benefit

jaw, wrinkle free face, min the sign of age

High quality machine & doctors
No side effect, pure curing

Augmented
Potential

Kids zone, excellent waiting room and caf

Advanced tech at more convenient price

Our services:

Laser skin and

R
esurfacing
Resurfacing

Skin
tightening

Injectables
and fillers

A
esth eticia
Aestheticia
n
rvice
n Se
Service

S
p ecialised
Specialised
se
rvice
service

Fraction a
l co 2
Fraxel
d ua l
P hotofaci
al
V B eam

C ool
scu lp tin g
T herm ag
e
Volu
d erm

B otox
Fa cial fi llers
R estyla n e
silk

Fa cial
M icrod er
m ab ra sio
n

S cleroth e ra
phy
M a locclu sio
n
In tra ven ou s
vitam in
th erap h y

Laser skin and Resurfacing

Laser 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.

r
Situation 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 Sculpting
Most 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 to laser body sculpting AURA provides.

before and after

THERMAGE
Thermage 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 after

Voluderm
VoluDerm 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 FILLERS

As 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 fillers
At 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 silk is 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 services
We 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

SCHELOTHERAPY
Sclerotherapy 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 OTHERS

Because 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 patient
we 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 & cafe

We 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 team

Prof. Dr. Kazi A Karim

Specialty : Dermatology
Degree: MBBS, DDv(Vienna), MSSVD(London)
Availability : Sunday, Tuesday
Dr. M.U. Kabir Chowdhury
MBBS, FRCP (UK)
Visiting Professor of Dermatology
University. of Ottawa, Canada

Dr. M. N. Huda
Specialist 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

Yudelevitch,

Website & Facebook page

Nicoletta

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 strategy
Price 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.

SERVICES

PRICE(BDT)

SCHELOTHERAPY

50000

INTRAVENOUS VITAMIN THERAPY

70000

THERMAGE

20000

VOLUDERM

15000

COOLSCULPTING

53000

RESTYLANE SILK

70000

MALOCCLUSION

40000

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.

Services

Price (BDT)

Fractional CO2

8000

Fraxel dual

7000

photofacial

8000

V beam

8000

Botox

7500

Facial filler

50000

microdermabrasion

9000

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)

Premiu
m

Geographic

Demographi
c

Age: 18-35
Gender: Both

Psychographic/
Behavioral

Attitude( towards the

product/service category
and brand):
positive + negative

Area: Urban
Income
Location: Initially (monthly/family):
Dhaka
20000++ (Net)

Benefit: Acne & scar free

face,
jaw
alignment,
pigmentation

Social
Status: Family size: Min 3
Upper
middle, Max 5
Business class
Occupation:
Housewives, Teachers,
Students, Office goers,
Businessman,
ActorActress,

Lifestyle:
contrast
of
extrovert
&
introvert,
contemporary, busy
Volume:
(average)

1/

month

Perception:
vague/unsatisfactory
Preference:
conscious,
Aesthetic

Health
Hygiene

Values:
culture:
conservative to some extent

Customer Profile -

Communication Objectives Response Model

Print Media

Broadcasting
Media (TV,
Radio)

Digital
Media

Support
Media

Public
Relation

Present
ation

Atten
tion

Compreh
ension

Yield
ing

Reten
tion

Beha
vior

We want
to
increase
presentat
ion by 55
% within
next 4
months.
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 55%
within next
2 months.
We want to
increase
presentation
by 50%
within next
2 months.
We want to
increase
presentation
by 45%

We want to
increase
presentati
on by 60 %
within next
4 months.

We want to
increase
presentatio
n by 70 %
within next
4 months.

We want to
increase
presentatio
n by 65 %
within next
4 months.

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

We want to
increase
presentati
on by 50%
within next
3 months.
We want to
increase
presentati
on by 55%
within next
3 months.
We want to
increase
presentati
on by 50%
within next
2 months.
We want to
increase
presentati
on by 45%
within next
2 months.
We want to
increase
presentati
on by 40%

We want to
increase
presentatio
n by 65%
within next
3 months.
We want to
increase
presentatio
n by 60%
within next
3 months.
We want to
increase
presentatio
n by 60%
within next
2 months.
We want to
increase
presentatio
n by 55%
within next
2 months.
We want to
increase
presentatio
n by 50%

We want to
increase
presentatio
n by 60%
within next
3 months.
We want to
increase
presentatio
n by 55%
within next
3 months.
We want to
increase
presentatio
n by 50%
within next
2 months.
We want to
increase
presentatio
n by 45%
within next
2 months.
We want to
increase
presentatio
n by 55%

We want to
increase
presentation
by 55% within
next 3
months.
We want to
increase
presentation
by 50% within
next 3
months.
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 35% within

within next
2 months.

within next within next

2 months. 2 months.

within next
2 months.

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 AdA 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
LeveragingA 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