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1
Marketing Plan for New Toothpaste Brand
“Smile dent”
Smile can change your life!!
Prepared for:
Md. Nazmus Sakib (Mnb)
P...
2
12.08.2015
Md. Nazmus Sakib
North South University
Dear Sir,
It is been a great pleasure for us to submit this Report. T...
3
Executive Summary……………………………………………………………..4
Introduction………………………………………………………………………..5-6
Current Marketing Situation…………...
4
Executive Summary
This report is prepared on a new toothpaste brand “smileOdent”. This report
provides basic detailed in...
5
Introduction
Introduce SmileOdent toothpaste at an affordable price to the lower income level
of the economic pyramid in...
6
Our tagline is ‘Smile Can Change Your Life’
Current Marketing Situation
At the beginning, we went to some super shop (li...
7
3. Colgate
4. Sensodyne
5. White plus
Introducing a new product in market and generate profit with this is a challenging...
8
 SmileOdent Fresh Breath:
The ideal toothpaste is for the little ones and teenagers in the family so that they
can avoi...
9
 A variety of flavors and choices.
 Its formula keeps breath feeling fresh for hours.
 Helps protect against cavities...
10
Objectives and Issues
Our main vision is:
1. To reduce the spread of oral care associated infections:
There are many pe...
11
Marketing Strategy
1. Targeting:
The market is based on the different groups and classes; we will need to chooseour
tar...
12
 Product attributes:
Best valued product at your affordability. Also we will produce such quality
toothpaste with a gr...
13
The main features of our product are safety, germ free, good smelled, healthy,
hundred percent secure. These useful fea...
14
for the good quality in their budget. For example, Pepsodent toothpaste had a wide
market share for their product, whic...
15
5. Distribution:
Place or distribution is about how a business gets its products to the customers. The
objective of dis...
16
will set billboard on highly populated area. We will make it sample so that our
target audience can understand that.
 ...
17
TV commercial by using our cricketers, like Mushfiqur Rahim and Sakib Al
Hasan.
8. Marketing research:
We went to some ...
18
2. Seminars:
Offering it for free will certainly attract greater attendance, but most advisors who
charge a small fee f...
19
Budgeting
Variable Cost
Smile O’Dent
(TK. in Crores)
Raw Materials 1,227.99
Power and Fuel Cost 19.58
Employee Cost 249...
20
Controls
To ensure the goals of this plan and easy access of continuity, a set of controls
should be established-
This ...
21
Conclusion
Teeth are the strongest part of human body. But to take care of your teeth you need
to brush regularly. Our ...
22
Reference
http://cdn.colum.edu/document/1301118556-2b944-48f55e.pdf
https://cdn.fbsbx.com/hphotos-xtf1/v/t59.2708-
21/1...
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Marketing plan for new toothpaste brand

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This is a report over a new toothpaste brand Smile O Dent.

Published in: Marketing
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Marketing plan for new toothpaste brand

  1. 1. 1 Marketing Plan for New Toothpaste Brand “Smile dent” Smile can change your life!! Prepared for: Md. Nazmus Sakib (Mnb) Prepared by: Ali Arfi Shafat Chowdhury - 1510376630 Sabiha Shobnom Monika - 1420657030 M.D. Mostafijur Rahman - 1510511030 S.M. Nowraj Arefin - 1510407630 Samia Safrin Urmee - 1510667630 Course Name: Introduction to Marketing (MKT202) Semester: Summer 2015 Section: 39 Submission Date: 01.08.2015
  2. 2. 2 12.08.2015 Md. Nazmus Sakib North South University Dear Sir, It is been a great pleasure for us to submit this Report. This Report has been prepared by our group as a part of Introduction to marketing course. This report has done by a lot of research. All the required information and statistics has a valid source. This Reportgave us an opportunity to apply practical knowledge in real world. I sincerely hope that you will enjoy reading this report. Sincerely, Ali Arfi Shafat Chowdhury - 1510376630 Sabiha Shobnom Monika - 1420657030 M.D. Mostafijur Rahman - 1510511030 S.M. Nowraj Arefin - 1510407630 Samia Safrin Urmee - 1510667630
  3. 3. 3 Executive Summary……………………………………………………………..4 Introduction………………………………………………………………………..5-6 Current Marketing Situation…………………………………………..6-8 SWOT Analysis………………………………………………………………….8-9 Objectives & Issues……………………………………………………………10 Marketing Strategies…………………………………………………...11-17 Action Plan………………………………………………………………………17-18 Budgeting……………………………………………………………………………..19 Controls………………………………………………………………………………..20 Conclusion…………………………………………………………………………….21 Reference……………………………………………………………………………22 Table of Contents
  4. 4. 4 Executive Summary This report is prepared on a new toothpaste brand “smileOdent”. This report provides basic detailed information of marketing strategy of “smileOdent”. We went to some super shop (like Agora, Mina Bazar, Shoppno etc.) and also some local shop in many areas to gather as much as information about all the toothpaste brands. After completing the market research, we have made our marketing strategy for our product. We have segmented the market, targeted people and set our positioning. We also have discussed about marketing mix of our product.
  5. 5. 5 Introduction Introduce SmileOdent toothpaste at an affordable price to the lower income level of the economic pyramid in Bangladesh. The vast majority of poor people in Bangladesh cannot afford purpose made toothpaste. SmileOdent toothpaste gives them this rare opportunity. In this way, the lower income people of economic prosperity can avoid different oral diseases and live a healthy lifestyle. Our objective is to reduce competition from other brands by offering product at a relatively affordable price. SmileOdent toothpaste is a Bangladeshi toothpaste brand focusing on oral care for lower income people. The flow of services by the toothpaste is extra ordinary. Due to its magnificent services, SmileOdent will be recognized more positively. SmileOdent is a product that serves in the oral care needs of this country. The brand with its exciting product line and advertising will soon become the number 1 choice of Bangladeshi consumers. Main ingredients used in our toothpaste are sorbitol, aqua, hydrated silica, sodium Lauryl Sulphate, PG32, flavor, cellulous gum, sodium saccharin, sodium fluoride, zinksulfat, CI77019, sodium hydroxide, CI19140, CI42051, CI77891. The quality and smell is good. The toothpaste color is blue. Our product is for lower income people. Our idea is to give the best product and oral care to the lower income people in their affordable range and also make profit for the company as well. Dhaka, Chittagong and Sylhet, in these 3 cities our product will be sold.
  6. 6. 6 Our tagline is ‘Smile Can Change Your Life’ Current Marketing Situation At the beginning, we went to some super shop (like Agora, Mina Bazar, Shoppno etc.) and also some local shop in many areas, because we wanted to gather as much as information about all the toothpaste brands. In a shop, after getting the permission from shop representative, we met some salespeople who are servicing there. Then we asked some questions like  How many toothpaste brands are in the market?  What brands are most selling?  What are their specialties?  What are their prices plus amount? From this information and observation, we came know the top five brands in our local market. The brands are- 1. Close-up 2. Pepsodent
  7. 7. 7 3. Colgate 4. Sensodyne 5. White plus Introducing a new product in market and generate profit with this is a challenging thing to achieve. But we believe that if we do branding with a unique way consumer will definitely buy our product. There are 3 core product’s categories in market of toothpaste. These are paste form, gel form and powder form. Consumers are very much bias towards those products. Customers of the current market are happy with the current products because they have no better option. But still they are seeking something better. After analyzing the market condition of toothpaste in current market, we come up with a new product called “SmileOdent toothpaste”. Brand name- Our brand name is SmileOdent. This name was chosen because it is…  Relatable to the nature of the product,  Easy to pronounce, recognize and remember,  Distinctive from the names of other brands, e.g. Close-up, Pepsodent, Colgate, Sensodyne, Whiteplus. etc.  Can be registered and legally protected. Currently, SmileOdent has 3 variants (Fresh Breath, Sensitive Teeth and Pro Health) in the Bangladesh market, addressing the specific need of all the members of a family:
  8. 8. 8  SmileOdent Fresh Breath: The ideal toothpaste is for the little ones and teenagers in the family so that they can avoid cavities. Helps to keep away germs, also helps to avoid gum related problems such as gum bleeding and gum swelling. The unique formula helps to prevent bacterial growth in the mouth. So you can enjoy a healthy plus fresh smile.  SmileOdent Pro Health: The ideal toothpaste is for smokers. The toothpaste contains the whitening agent – Perlite, to give you whiter teeth in just 1 week. Combination of 5 natural ingredients in this toothpaste helps your oral care needs.  SmileOdent Sensitive: The ideal toothpaste is for sensitive teeth. The toothpaste that delivers relief from tooth sensitivity in just 60 seconds! The advanced formulation contains the revolutionary ingredients that will help you to get instant relief from sensitive teeth. SWOT Analysis Strength:  Contains no sugar  Clinically proven active ingredients to help relieve sensitivity within 2 weeks.  Proven carried protection of fluoride (Does not use stannous fluoride which may produce surface staining of the teeth).  No. 1 dentist recommended brand for sensitive teeth.
  9. 9. 9  A variety of flavors and choices.  Its formula keeps breath feeling fresh for hours.  Helps protect against cavities, maintain healthy teeth and gums.  Can be used every day as basic toothpaste. Weakness:  Customers confuse which flavours to choose as it seems like all has the same functions.  Unclear information given on the packaging, thus consumers do not know what kind of feature it actually provides.  Colors and design on the packaging is rather pale compare with the others. Opportunity:  Malaysian growing awareness of hygiene and product innovation.  With changing diet, tooth sensitivity is increasingly felt by all age groups. Threats:  Most of the people would prefer to choose normal toothpaste because it is cheaper and they do not know it can also be used as normal toothpaste.  Some customers dislike the taste of Sensodyne, as it does not have strong taste like normal toothpaste.
  10. 10. 10 Objectives and Issues Our main vision is: 1. To reduce the spread of oral care associated infections: There are many people who love to take some foods which are harmful for the teeth. They don’t brush their teeth perfectly and this creates harm to their teeth. The wastes of the teeth infect the teeth and this infection can take a person to various kinds of health problems. There are some toothpaste which creates a side effect on tooth. That’s why we’ve come with a toothpaste, which has no side effects and reduce the infection. 2. Provide a best product in an affordable price: There is much toothpaste which is very expensive. All the people can’t afford these toothpastes. That’s why we’ve come with toothpaste, which is effective and also cheap. The market we are targeting, these people usually do not use toothpaste. Mostly they use toothpowder and coal. We will be offering our product at their affordability. They are already buying toothpowder or coal at some cost. We will persuade them to switch to another substitute; toothpaste. For that we have to make them aware that using toothpowder or coal is not good for their teeth. They can switch to our product by spending same or less cost. 3. Bring smile in everyone’s face: Many people living in the world face different types of teeth problems. Our main mission is to remove those problems and bring smile in everyone's face.
  11. 11. 11 Marketing Strategy 1. Targeting: The market is based on the different groups and classes; we will need to chooseour targets. We need to develop specific strategies for our target market. We are going to use concentrated targeting or niche targeting. This approach focuses on selecting a particular market niche on which marketing efforts are targeted. We are focusing on a single segment so we can concentrate on understanding the needs and wants of that particular market closely. We also concentrated these 4 units 1) Defining the abilities of the company and resources needed to enter a market 2) Analyzing competitors on their resources and skills 3) Considering the company’s abilities compared to the competitors' abilities 4) Deciding on the actual target markets. 2. Positioning: Now the question is how to create an identity or image of the product in the mind of the customer. Every segment is different from the others, so different customers with different ideas of what they expect from the product. We have divided our brand positioning in to three ways; product attributes, product benefits and product beliefs and values. In our brand positioning our product will suggest the benefits and also it will differentiate from others product.
  12. 12. 12  Product attributes: Best valued product at your affordability. Also we will produce such quality toothpaste with a great flavor.  Product benefits: It makes your teeth strong and clear. Our main focus will be to make the user experience the beauty of a fresh smile  Beliefs and values: We want our customers to believe that our product is very good in terms of quality and highly protest against cavities. They have to believe that they are not just buying a product; they are buying a value in the shape of a paste tube. And our tagline is ‘Smile Can Change Your Life’ and our focus with this tagline is that, we can reach to customers at an emotional level. 3. Product line: As we are new in the market, so we should keep a different and good quality product to get position in the competitive market. Our product is more hygiene among the entire toothpaste brands in the market which is proved by BSTI.
  13. 13. 13 The main features of our product are safety, germ free, good smelled, healthy, hundred percent secure. These useful features are the main competitive tools for differencing our product from competitor’s product. We launched three different variants of our product (Fresh Breath, Sensitive Teeth and Pro Health) addressing the specific need of all the members of a family. We targeted a huge amount of smoker, basically whose are chain-smoker. There are so many black stains on their teeth. Our “Pro Health” flavor is especially for them. By using this toothpaste all stains are will be removed. 4. Price: Pricing is one of the most important elements of the marketing mix, as it is the only mix, which generates money for the company. Toothpaste, this type of product is very price sensitive, as there are some other competitors. Our company is very careful about their pricing policies, strategies, approaches, influencing factors etc. We will use penetration pricing for our product because we want to set an affordable price to increase sales and market share. It is not possible to provide best quality toothpaste at the cheapest price of the market. Even if it is possible our lead competitors could have done that. But based on the value we are offering cheapest price ever. The idea is high quality but affordable price product. Most of our target customer, earn very limited money. So if there is a product which is at their available price, people will buy it, because our target consumers always look
  14. 14. 14 for the good quality in their budget. For example, Pepsodent toothpaste had a wide market share for their product, which cost 65Tk for 100gm. When Close-up toothpaste introduced 100gm for 60Tk (5Tk less), demand for Pepsodent toothpaste went down. Those who purchased Pepsodent previously started shifting to Close-up. As most consumers look for the cheapest and best alternative available. Consumer’s selections are based on price of product. After this we have decided that we will launch our product in low price so the consumer can afford the product. We have set the prices based on the existing products from other brand. We are offering lower than them. Here is a price table- Brand Name SmileOdent Size Price 1.SmileOdentFresh Breath 25g 15tk 50g 32tk 100g 48tk 2. SmileOdent Pro Health 25g 17tk 50g 34tk 100g 49tk 3.SmileOdent Sensitive 25g 19tk 50g 36tk 100g 52tk #Above all will be available in 5g 4tk
  15. 15. 15 5. Distribution: Place or distribution is about how a business gets its products to the customers. The objective of distribution is make products available in the right place at the right time in the right quantities. For our product distribution we will be using indirect marketing channel. This channel will have two intermediaries; wholesalers and retailers. Wholesalers will buy and store large quantities of our product. And they will supply the retailers with smaller quantities. 6. Advertising: We will be using non-personal media. Our target market is working class people. They only watch TV for certain time period. Most of them can’t afford TV. We will be still advertising on TV but on some specific channel and specific time. Like Friday when BTV shows Bangla cinema. We will mostly use bill board all over the targeted location. We will also use poster and radio.  Billboard: For billboard advertisement we came up with a new idea. We believe that idea will create awareness towards people. In our billboard we will ask for investing 5 minutes of everyone. Not money only 5 minutes in your daily life. And at the age of 60/70 we will show comparative pictures of teeth that a person who is brushing his/her teeth every day and a person who is not brushing his/her teeth properly. We
  16. 16. 16 will set billboard on highly populated area. We will make it sample so that our target audience can understand that.  Radio: Through radio we can get good local acceptance. It also provides high geographic and demographic selectivity at low cost. We have lots of radio channel. And their audiences are from everywhere. Our target market also listen radio often in their cellphone. Most people have a cellphone with radio. So radio advertisement will be very effective for us.  TV Commercial: Though our target customers really do not watch TV, but we will promote our product on TV at specific time period. Like Friday when BTV shows Bangla cinema. Or at the time of cricket match when Bangladesh cricket team will be playing. As our tagline is “Smile can change your life” we will be focusing more on smile. In our TV commercials we will be showing advertisements that every human being has the right to smile. 7. Sales Promotions: We have come with a creative idea for our promotional message. It will be emotional and also rational. We will mostly focus on that specific target customer. We are going to tell in our promotional activities that we are here for you. Our brand tagline is “Smile can change your life”. We will emphasize on that line and our every promotional activities will based on that line. Our target market is familiar with our national cricket team player and local movie hero. We will be using them for our promotion. We are thinking that we will make some billboards,
  17. 17. 17 TV commercial by using our cricketers, like Mushfiqur Rahim and Sakib Al Hasan. 8. Marketing research: We went to some super shop (like Agora, Mina Bazar, Shoppno etc.) and also some local shop in many areas. From there, we came know the top five brands in our local market. The brands are- 1. Close-up 2. Pepsodent 3. Colgate 4. Sensodyne 5. White plus These products are expensive for the poor people. That’s why we are selling our products in an affordable price. Action Plan We can turn our marketing strategies to specific action programs by: 1. Targeted mallings: Direct mail has long been a preferred tactic for many agents. Senior Market Sales works with a number of vendors who can help with your direct mail campaigns.
  18. 18. 18 2. Seminars: Offering it for free will certainly attract greater attendance, but most advisors who charge a small fee for their seminars find they draw a much higher quality prospect. 3. Networking: If someone knows, like and trusts you and they have a need you can fulfill, you’re already most of the way to a sale. 4. Strategic alliances: Develop strategic alliances or referral partnerships with attorneys, CPAs, financial planners, P & C agents. 5. Referrals: Create a referral kit that includes a marketing brochure about you, your business card and any other material you’d like to include. Tell your clients if they are happy with your service, you’d appreciate it if they would pass it along to someone who might benefit from your services. 6. Media placements: The effectiveness of advertising with traditional media (print, television, radio) seems to be waning. Many companies are responding by reducing their advertising budget and focusing more online. You can take a different approachby becoming an expert resource for the media. You could write an article for your local newspaper or be an interview source. Some advisors have even gained exposure by starting their own radio shows. It’s a great way to position you as an expert.
  19. 19. 19 Budgeting Variable Cost Smile O’Dent (TK. in Crores) Raw Materials 1,227.99 Power and Fuel Cost 19.58 Employee Cost 249.43 Other Manufacturing Expenses 27.82 Selling and Administration Expenses 345.00 Advertisement Expenses 490.00 Miscellaneous Expenses 124.76 Total Variable Cost 2,484.81
  20. 20. 20 Controls To ensure the goals of this plan and easy access of continuity, a set of controls should be established- This plan suggests preferred card services from all retails environments to be reported to the marketing department in order to further appraise SmileODent’s penetration. The accounting department is to report quarterly total (excluding other brands) SmileODent toothpaste earnings to the marketing department in order to determine company statistics compared to years past . The accounting department is also to report all toothpaste coupon usage by retail chain and region. Tech support and website analytics departments are to report monthly SmileODent toothpastes webpage visit counter. Also a count of the number of member’s from: 1. SmileODent Smile 2. Facebook 3. Twitter and 4. Myspace.
  21. 21. 21 Conclusion Teeth are the strongest part of human body. But to take care of your teeth you need to brush regularly. Our target markets don’t have the idea of it. We will create awareness of using toothpaste. We believe our product will be successful. We acknowledge that there are lots of big competitors around and it will quite tough to compete with them. But our product has some unique values and specifically for specific target market. We are offering good quality product at affordable price range. We will focus on quality and we will be consistent on quality. Our target customer will be loyal if we keep continuing quality product with affordable rate.
  22. 22. 22 Reference http://cdn.colum.edu/document/1301118556-2b944-48f55e.pdf https://cdn.fbsbx.com/hphotos-xtf1/v/t59.2708- 21/11692364_805349562913970_1995954225_n.docx/the-quicker-the-sales-cycle- for-your-chosen- product.docx?oh=bddb80b9cbaa8b85c9d1fea44fbdec01&oe=55A9BD3C&dl=1 https://cdn.fbsbx.com/hphotos-xpf1/v/t59.2708- 21/11644854_10204502655752465_1448413228_n.docx/final- mktprint.docx?oh=69702df09f707a0065e76e755fa575dc&oe=55A9D7FE&dl=1

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