“Dream Ezee – Because, Priorities."

Overview:
This project presents a comprehensive marketing promotion strategy for Dream Ezee, a new entrant in the midrange pillow market targeting young urban professionals aged 25–40 in major Indian metropolitan cities. The brand is positioned as a lifestyle choice that combines comfort, affordability, and convenience, aligning with consumers’ aspirational yet practical needs.

Objectives:
Achieve 40% brand awareness within 3 months
Generate 25,000 customer inquiries
Reach ₹10 crore in sales within 6 months
Maintain a 10% engagement rate on social media
Secure a 20% repeat purchase rate in the first year

Strategy & Execution:
The campaign employs the FCB Grid model, blending high-involvement rational appeals (ergonomic design, quality materials) with emotional triggers (relaxation, lifestyle enhancement). The core message—“Because, Priorities.”—reflects the brand’s promise of reliable, stress-free comfort.

A phased media plan combines:
TV commercials for broad awareness
Digital ads and influencer marketing for targeted engagement
Print media for credibility
Outdoor ads to reinforce visibility

Budget Allocation (₹20 Cr Total):
25% Digital Media
25% TVC Production
20% Creative Development
15% Print Ads
10% Outdoor Ads
5% Contingency

Key Learning:
The project highlights the importance of integrated media, data-driven budgeting (Objective & Task method), and aligning message strategies with consumer behavior. It demonstrates how a clear, emotionally resonant brand identity can drive both engagement and sales in a competitive market.