Presentation KBS

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Welcome To The

PresentationSession

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Presentation Topic:

Marketing plan

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Prepared for:

Ms. Afia Akter

Course Instructor:

Marketing Management(BBA2310)

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The Group Members:

Md. Siragis Salekin BBA050301536

Rajib Khan BBA060101556

Bapon Kumar Roy BBA060101573

Md. Mahbubur Rahman BBA060101566

Amirul Alam BBA050301478

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Company Review

Name : Square Toiletries Ltd.

Year of Establishment : 1988

Awarded ISO 9001:2000 Certificate : 1998

Annual Turnover (2005-06) : Tk.5 billion

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Company Review (Contd.)

Net Profit (Before Tax) : Tk.250 million

Annual Growth Rate :18.16%

Number of Brands : 16

Number of Products : 50

Exporting in : 15 countries

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Brand review

Kool , first ever Bangladeshi brands with complete shaving solution.

Kool provides:Kool After Shave Balsam

Kool After Shave Gel

Kool Shaving Cream (Frosty)

Kool Shaving Cream (Monsoon)

Kool Blue Deodorant Body Spray

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New Product Review

Product name: Kool Body SoapProduct type : First Men body soap in

Bangladesh with 3 different fragrances Available SKU : 90 gm

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Current Market Situation The size of the soap industry in Bangladesh is about Tk. 6.5 billion approx.

Market Leader Unilever offers LUX (6 types) and Lifebuoy Gold (4 types).

Square’s Meril Splash beauty soap- approx. 10% of the market share.

Other available beauty soaps are Keya, Aromatic Gold, Lily etc.

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Current Market Situation (Contd.)

Some imported foreign men soaps are FA, Gucci etc.

Men are concentrating more on skin care.

No men soap is developed by the local companies yet.

Kool Body Soap is the first men body of Bangladesh.

Monopoly Opportunity for Square.

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Opportunity/Threats Analysis

Opportunities are:

Increasing consciousness for skin

care by male

consumers

Monopoly business opportunity

Availability of raw materials

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Opportunity/Threats Analysis (Contd.)

Threats are:

Introduction of new men soap by

other companies.

Existing beauty soaps (such as: Lux) or imported foreign soaps for men may disturb the growth rate.

Doubt ness about quality.

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Strengths/Weakness Analysis

Strengths are:

Largest manufacturing facilities with world

class technology.

ISO 9001: 2000 certified Company.

Quality compliance with Middle East, Asia,

Europe and some other country.

Largest distribution channels in Bangladesh.

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Strengths/Weakness Analysis (Contd.)

Weaknesses are:

Lack ness of research data.

Less stronger brand name.

lack ness of information about potential

competitors.

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Issue analysis

Will Kool Body Soap be able to gain the large market share of current soap industry in Bangladesh?

Will Kool Body Soap be able to attract its target consumers?

Can Square produce this new product effectively and efficiently with its existing resources?

Should Square increase its expenditure for

marketing research and product development?

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Issue analysis (Contd.)

Does Square has the ability to draw an effective

strategy for its potential competitors?

Should Square design a new promotional

strategy to increase the brand awareness of

Kool?

Should Square stay with existing distribution

channel or add a new one with the existing one?

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Financial Objectives

Earning ROI 20% after tax annually over the

next 3 years.

Generating net profit of Tk.30 million in 2008.

Producing an annual turnover of Tk.150

million in 2008.

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Marketing Objectives

Selling 6,000,000 units of soaps at a average

price of Tk.25 in 2008.

Achieving target profit margin of 20% in 2008.

Capturing 2.308% of market share by creating

a sales revenue of Tk.150 million.

Creating 30% brand awareness with in the

target consumers by the end of this year.

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Marketing Strategy

Of Kool Body Soap

Kool…………… makes you Cool…..

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Target Market

Gender : Men, (Upper middle and

middle classes)

Occupation: Students, new job holders

Age group : 15-30 yrs

Location : Urban areas, Metropolitan

cities and main district

towns.


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Product Positioning

Kool Body Soap

Three different variants for normal, dry and oily skin.

Maintaining 76% TFM (Total Fatty Matter).

Keeps your skin clear.

Works as your deodorant.

Gives you the real freshness of bath.

Kool……………

makes you Cool….

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Product Positioning (Contd.)

Kool Sea MineralColor: Sky blue with white color curve

Skin Type: Normal Skin

Key elements: Dead Sea salt, aqua water, oils of Palm and Coconut


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Kool Oxy FreshColor: White with deep

blue colored spots

Skin type: Dry Skin

Key elements:

Oxygenated Purified

Water, Chamomile,

Rosemary and Burdock

Root


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Kool Herbal

Color: Light Yellow with

parrot green colored spots

Skin Type: Oily skin

Key elements: Neem,

Sandal, Turmeric


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Distribution

Large distribution channel of Square.

Directly distributing to the large super

stores in Dhaka and Chittagong cities by

taking rent of products’ shelf.

Different reward packages for distributors,

like: cash bonus, increasing commission

rate etc.

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Marketing Research

Measuring the brand awareness before,

during and after the marketing campaigns.

Increasing budget by 5% to know about

the potential competitors

budget for knowing the consumer decision

process will be increased by 10%.

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Action Programs January:

Starting advertising campaign from Dhaka International

Trade Show, 08.

Advertising through news papers, TV and Billboards.

February:

Special reader corner in Amor Ekushey Boimela, 08

Music concert on14 February, 08 to observe the occasion

of “Valentines Day”.

In charge- Md. Siragis Salekin

Planned cost of Tk.2.5million.

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Action Programs (Contd.)

March:

Music concerts on 26 March, 08 on the

occasion of “Independence Day”.

Model hunt contest for searching “Mr. Kool Of

The Year”

will receive a contract of TK.300,000 for being the

official model of Kool Body Soap.

Project Coordinator: Mr. Rajib Khan

Budget: Tk.8 million.

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Action Programs (Contd.)May:

Reward packages &

Different types of gift items for Distributors T-shirtsCalendarHand watch UmbrellaKey ring Souvenir etc

In Charge- Mr. Bapon Kumar Roy

Planned cost of Tk.1.8 million.

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Action Programs (Contd.)

July:

Sponsoring National Tree Plantation

Campaign, 08 to create the social publicity

100,000 tree plants will be distributed to

people

Project manager: Mr. Amirul Alam

Planned budget of Tk.1.5 million

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Action Programs (Contd.)September:

Free advising campaign for skin care of men

Friendship Cricket and Football matches

Creating a relief fund for poor people to

distribute warm cloths and blankets in winter

seasons.

Project In-Charge: Md. Mahbubur Rahman

planned cost of Tk.1.7 million

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Thanks To

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