WELCOME TO OUR PRESENTATION We are Group E
Detailed Brand Report     on SMC ORSaline
Group Members   <ul><li>Ahsan Uddin   013- 048 030 </li></ul><ul><li>Talukder Muttakim Al Tias  042- 206 030 </li></ul><ul...
Introduction <ul><li>ORS was first launched by SMC in 1985 </li></ul><ul><li>A vital life- saving liquid remedy for diarrh...
BRAND INVENTORY
Brand Equity Analysis <ul><li>Brand Awareness </li></ul><ul><li>Brand Image and association  </li></ul>
Brand Elements <ul><li>Brand Name:  ORSaline </li></ul><ul><li>Logo: </li></ul><ul><li>Slogan:  “Hajar shishur jibon bacha...
Marketing Mix <ul><li>Product </li></ul><ul><li>- Strict Quality Control </li></ul><ul><li>- Formula approved by WHO and U...
<ul><li>Promotion </li></ul><ul><li>Advertising  </li></ul><ul><li>Public relations   </li></ul><ul><li>Place </li></ul><u...
Points of Difference (POD) <ul><li>Pioneer  </li></ul><ul><li>BNF- formulated fruit- flavored oral saline  </li></ul><ul><...
Points of Parity (POP) <ul><li>All oral salines are taken for diarrheal diseases  </li></ul><ul><li>similar type of ingred...
Perceptual Map
Brand Exploratory
<ul><li>Brand Identity </li></ul><ul><ul><li>Brand salience   </li></ul></ul><ul><li>- Product Depth </li></ul><ul><li>- P...
<ul><li>Brand Response </li></ul><ul><li>-  Judgement   </li></ul><ul><li>-  Quality   </li></ul><ul><li>- Credibility  </...
Brand Exploratory cont. Response Quality, credibility and superiority Safety and comfort <ul><li>Meaning </li></ul><ul><li...
Branding Strategies
Market Position <ul><li>Wants to portray a very simple thought: a life- saving drug that saves the lives of thousands of c...
Target audience <ul><li>SMC has categorized the target market for its ORSaline into two groups.  </li></ul><ul><li>Primary...
Integrated Marketing Communications   (IMC) <ul><li>Above the line (ATL) </li></ul><ul><li>- TVCs </li></ul><ul><li>- Radi...
Leveraging Strategies <ul><li>Use of corporate name for greater appeal </li></ul><ul><li>Ingredient branding:  BNF- formul...
Key Findings <ul><li>Trustworthy brand  </li></ul><ul><li>Unique association, making them the undisputed market leaders in...
Key Findings (cont’d) <ul><li>Pioneers in oral saline, special ingredient branding and successful product slogan  </li></u...
Recommendations <ul><li>Modifications in their packaging  </li></ul><ul><li>Add more variety in their saline line  </li></...
Conclusion <ul><li>The future of ORSaline is very bright as they plan to promote extensively that ORSaline- N is the  only...
THANK YOU
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Brand audit of SMC ORSaline

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Brand audit of SMC ORSaline

  1. 1. WELCOME TO OUR PRESENTATION We are Group E
  2. 2. Detailed Brand Report on SMC ORSaline
  3. 3. Group Members <ul><li>Ahsan Uddin 013- 048 030 </li></ul><ul><li>Talukder Muttakim Al Tias 042- 206 030 </li></ul><ul><li>Tabassum Ahmed 061- 633 030 </li></ul><ul><li>Mushfique Mannan 062- 506 530 </li></ul><ul><li>Nuzhat Sakina Hossain 062- 575 030 </li></ul>
  4. 4. Introduction <ul><li>ORS was first launched by SMC in 1985 </li></ul><ul><li>A vital life- saving liquid remedy for diarrheal dehydration within the reach of the common masses </li></ul><ul><li>ORS became a major player in the marketing of packaged oral rehydration salts in the late 80s </li></ul><ul><li>There are more than 25 different companies into the ORS market </li></ul><ul><li>In 2003, to regain market share, ORSaline underwent a change in formula and was branded as ORSaline- N </li></ul>
  5. 5. BRAND INVENTORY
  6. 6. Brand Equity Analysis <ul><li>Brand Awareness </li></ul><ul><li>Brand Image and association </li></ul>
  7. 7. Brand Elements <ul><li>Brand Name: ORSaline </li></ul><ul><li>Logo: </li></ul><ul><li>Slogan: “Hajar shishur jibon bachae, SMC-r ORSaline “ </li></ul><ul><li>Packaging: </li></ul>
  8. 8. Marketing Mix <ul><li>Product </li></ul><ul><li>- Strict Quality Control </li></ul><ul><li>- Formula approved by WHO and UNICEF </li></ul><ul><li>- Ingredients </li></ul><ul><li>- Line extension </li></ul><ul><li>Price </li></ul><ul><ul><li>MRP: Tk. 4 </li></ul></ul>
  9. 9. <ul><li>Promotion </li></ul><ul><li>Advertising </li></ul><ul><li>Public relations </li></ul><ul><li>Place </li></ul><ul><li>W idespread sales and distribution </li></ul><ul><li>W idely available in the retail outlets across the country </li></ul><ul><li>9 1% pharmacy outlets have at least one SMC brand of ORS </li></ul><ul><li>More than 2 in every 5 non-pharmacy retail outlets have SMC brand ORS countrywide </li></ul>Marketing Mix cont.
  10. 10. Points of Difference (POD) <ul><li>Pioneer </li></ul><ul><li>BNF- formulated fruit- flavored oral saline </li></ul><ul><li>Product slogan </li></ul>
  11. 11. Points of Parity (POP) <ul><li>All oral salines are taken for diarrheal diseases </li></ul><ul><li>similar type of ingredients that are used </li></ul><ul><li>pricing strategy is also similar </li></ul>
  12. 12. Perceptual Map
  13. 13. Brand Exploratory
  14. 14. <ul><li>Brand Identity </li></ul><ul><ul><li>Brand salience </li></ul></ul><ul><li>- Product Depth </li></ul><ul><li>- Product Breadth </li></ul><ul><li>Brand Meaning </li></ul><ul><li>- Brand performance </li></ul><ul><li>- Brand image </li></ul>Brand Exploratory
  15. 15. <ul><li>Brand Response </li></ul><ul><li>- Judgement </li></ul><ul><li>- Quality </li></ul><ul><li>- Credibility </li></ul><ul><li>- Superiority </li></ul><ul><li>- Sense of safety and comfort </li></ul><ul><li>Brand Relationship </li></ul><ul><li>- Brand resonance </li></ul>Brand Exploratory cont.
  16. 16. Brand Exploratory cont. Response Quality, credibility and superiority Safety and comfort <ul><li>Meaning </li></ul><ul><li>Superior performance Unique image </li></ul><ul><ul><li>Good experiences Maintained for a long time </li></ul></ul>Salience Large brand depth and breadth Strong brand awareness and association Relationship Loyalty and attachment Figure 2: CBBE Pyramid for ORS
  17. 17. Branding Strategies
  18. 18. Market Position <ul><li>Wants to portray a very simple thought: a life- saving drug that saves the lives of thousands of children </li></ul><ul><li>Current market leader in oral saline, with a market share of about 59%. </li></ul>Current Oral Saline Market Scenario 59% 27% 2% 2% 1% 7% 2% SMC ORS Universal Tasty Saline BRAC Saline SK+F Renata Saline Elite Food Corp. Others
  19. 19. Target audience <ul><li>SMC has categorized the target market for its ORSaline into two groups. </li></ul><ul><li>Primary target group </li></ul><ul><li>The primary target group is the parents of children under 5 years of age across all the Socio-Economic classes. </li></ul><ul><li>Secondary target group </li></ul><ul><li>The secondary target group includes:- </li></ul><ul><li>Doctors and prescribers </li></ul><ul><li>Sellers of ORS-Pharmacists, Grocers, Pan shop salesman etc. </li></ul>
  20. 20. Integrated Marketing Communications (IMC) <ul><li>Above the line (ATL) </li></ul><ul><li>- TVCs </li></ul><ul><li>- Radio ad </li></ul><ul><li>- Press Ad, Billboard, Posters </li></ul><ul><li>Bellow the line (BTL) </li></ul><ul><li>- Training sessions for RMPs </li></ul><ul><li>- Interactive theater </li></ul><ul><li>- ‘Uthan Boithok’ </li></ul><ul><li>- Mobile film units </li></ul>
  21. 21. Leveraging Strategies <ul><li>Use of corporate name for greater appeal </li></ul><ul><li>Ingredient branding: BNF- formulation </li></ul><ul><li>Certification by third party sources like WHO, UNICEF & ISO </li></ul><ul><li>Celebrity endorsements </li></ul><ul><li>Brand slogan: “Hajar shishur jibon bachae…” </li></ul>
  22. 22. Key Findings <ul><li>Trustworthy brand </li></ul><ul><li>Unique association, making them the undisputed market leaders in oral saline </li></ul><ul><li>Loyal customers and positive customer responses </li></ul><ul><li>Symbolizes a reliable means of protection from diarrheal diseases </li></ul>
  23. 23. Key Findings (cont’d) <ul><li>Pioneers in oral saline, special ingredient branding and successful product slogan </li></ul><ul><li>Successful branding, IMC and leveraging strategies </li></ul><ul><li>Ranks the highest in brand awareness and image in a perceptual map amongst all the competitors </li></ul>
  24. 24. Recommendations <ul><li>Modifications in their packaging </li></ul><ul><li>Add more variety in their saline line </li></ul><ul><li>Increase ATL strategy </li></ul><ul><li>Enhance the leveraging strategy </li></ul><ul><li>Intensive brand awareness programs to enhance the brand equity of ORsaline Fruity </li></ul><ul><li>Extend its product line through new product innovation </li></ul>
  25. 25. Conclusion <ul><li>The future of ORSaline is very bright as they plan to promote extensively that ORSaline- N is the only reasonable choice during diarrheal diseases and dehydration. Their proposed brand pay- off line for future promotions will be: “Hajar shishur jibon gorey” (Builds the lives of thousands of children) </li></ul>
  26. 26. THANK YOU
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