“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.