NEGOCIO 1.0 (2020) is the first-ever sales strategy competition held in Bangladesh. # Team Incendio 1. Md. Abrar Jahin (Team Leader) 2. Anamika Das Shamapty 3. Orthi Ghosh 4. Antara Biswas ROUND 1 CASE STUDY: Inception of a Brand in The New Normal

2. ROUND 1
CASE STUDY:
Inception of a Brand
in
The New Normal

3. Contents
The Company 4
The Product 5
Challenge 6
Instruction 7
Marks Distribution 8

4. The Company
‘Dabur’, a brand that most people undeniably associate with being trustworthy,
reliable and of superior quality. Since the inception of the Company in 1884, their
strategy over the past 136 years has been based on nutritious products that
contribute to health and well-being of the consumers. This is what makes Dabur, the
largest Ayurveda and Natural Healthcare company around the globe.
The operation of Dabur Bangladesh was initiated in 2006 aiming to market the widely
accepted brands of the company. These were previously marketed by sole
distributors. Eventually, the company has successfully become a household choice
for their renowned brands: Dabur Honey – the No.1 Honey Brand in Bangladesh, Dabur
Amla Hair Oil, Vatika Hair Oil, Odomos, Odonil, Hajmola, Glucose - D etc. The company
is currently operating in 6 categories (hair care, oral care, home care, health care, skin
care, and food) with 20+ products and 60+ SKUs readily available to the mass
through their vast network of distributors.
However, in recent times, the growing demand for hygiene products amidst the
pandemic has shifted the perception of the company. Dabur feels it is imperative that
they start penetrating the hygiene market of Bangladesh. Experts believe that health
& hygiene products will continue to be highly valued for the next few years and will
be a dominant segment of the FMCG industry.
The management of Dabur approached the executive team and has asked them for
their insights on the products they should introduce to penetrate the hygiene market.
At the initial stage, based on demand instinct they decided to tap the market with
liquid hand-wash and hand-sanitizer under their hygiene category Dabur Sanitize, and
quickly moved with the operational proceedings with the pandemic in mind.

5. The Product
The research team has done a tremendous job within
a short period of time. They have successfully
calculated the price point at which the product will be
affordable for the mass consumers to start using it
regularly. It will be sold at BDT 45 to consumers.
The operations team has also managed to ensure
99.99% efficiency in their liquid soap, which is the
highest standard in the industry. They have also
added value to the product by providing Coconut Milk
benefits to it which is not done by any brand in this
product category in the market currently.
However, the executive team feels that their work is far from getting done. Despite
being the most affordable with the highest efficiency and added benefits, they are
now realizing that it is challenging for any new entrant to gain a position in a mature
market.
The marketing team has been conducting several gatherings both remotely and in-
person to discuss how they can grow their market share and set a growth strategy
for Dabur Sanitize. While considering factors, they also have to reckon that the
current pandemic has limited the branding team to run top of the mind awareness
campaigns throughout the country along with other impediments. They need to
introduce a tagline for their brand which differentiates them from competitors.
The branding team believes that apart from media investment that includes TV,
Press Release, and social media, they have to heavily depend on the traditional
offline advertising and online campaigns to reach the mass population in
Bangladesh and support the sales team to generate enough sales to sustain their
business.

6. Challenge
The research is done, and the product is ready. Now, management is relying upon
your team to generate sales. But, in the B2C Industry, generating sales is not so
straightforward as it seems. Resourcing, adapting the right distribution channels,
brand philosophy, and promotion is extremely crucial. You also need to think about
the personality of your brand and how you want to position it.
With all the challenges in mind, the board requires your team to
● Craft a compelling proposal surrounding the SOSTAC model.
● Justify your model based on all the key points stated.
● Come up with specific activities for your brand in each step of the model to
reach the top of mind of your consumer.
● Provide structural activity plans based on your key points to brand your
product in each step of the model to reach the top of the mind of your
consumer.
● Ideate a unique tagline for the emerging brand
● Estimate total revenue in terms of sales for 1 year for this specific product.
You are free to explore any activity plan which can be implemented in real life. Adding
the impact justification along with creativity with the activities shall give you an upper
hand to excel in this round.

7. Instruction
1. Participants are requested to read the case thoroughly and provide a justified
solution. External research is welcome.
2. No plagiarism will be tolerated and will be treated with a permanent ban.
3. The solution has to be submitted in PDF Format which means, you have to export
your slides into a PDF and then submit. The solution will not be accepted without the
PDF file.
4. Maximum Slide Number is 22 including the introduction and conclusion slide. You
cannot exceed this limit.
5. You need to name the submitted file as: “Team Name_Round1_Negocio”. Your
submission will not be accepted otherwise.
6. You need to write the Subject of email as “Team Name_Round1_Negocio”.
6. The first slide must contain the logo of our competition, Communic, and the
logo/name of your team.
7. Mentioning your university name anywhere in the slides will disqualify your team.
8. You need to send your submission at negocio.communic1@gmail.com.
9. The Deadline for Submission of Round 1 is July 23, 11:59 PM.
10. Any submissions past the deadline will be penalized.
11. Communic reserves the right to publish & distribute the slides to relevant parties.
12. Communic reserves the right to make any changes before, during or after the
competition.

8. Marks Distribution
Problem Identification 10
Situation Analysis 15
Quality of content and presentation creativity 10
Framework Implementation 10
Targeting & Positioning 15
Big Idea 15
Contingency Plan 10
Feasibility of the Plan 10
Tagline 5

9. Team Incendio
ROUND 1 CASE STUDY:
Inception of a Brand in The New Normal

10. Table of Contents
Introduction...........................................................................................................................................................1
Situation Analysis .................................................................................................................................................2
Competitor and Price Analysis.......................................................................................................................2
Percentage Market Share by Dettol and Lifebuoy....................................................................................4
Ansoff Matrix......................................................................................................................................................4
Objectives...............................................................................................................................................................5
5S’s Analysis .......................................................................................................................................................5
SMART Objectives.............................................................................................................................................5
Strategy ..................................................................................................................................................................6
Key Differentiator Ingredient Features........................................................................................................6
Segmentation and Targeting Matrix ............................................................................................................7
Product Strategy...............................................................................................................................................7
Pricing Strategy.................................................................................................................................................7
Distributional Strategy ....................................................................................................................................8
Promotional Strategy.......................................................................................................................................8
Focus Strategy...................................................................................................................................................8
Differentiation strategy...................................................................................................................................8
Penetration strategy........................................................................................................................................8
Tactics .....................................................................................................................................................................9
Action....................................................................................................................................................................10
Control ..................................................................................................................................................................12
Big Idea.................................................................................................................................................................13
Contingency Plan ...............................................................................................................................................14
Contingency in introduction phase:........................................................................................................14
Contingency in growth phase: .................................................................................................................14
Contingency in maturity phase:...............................................................................................................14
Contingency in decline phase: .................................................................................................................14
Tagline...................................................................................................................................................................15
Forecasting Revenue.........................................................................................................................................15
Feasibility of the plan ........................................................................................................................................17
Conclusion............................................................................................................................................................17
References ...........................................................................................................................................................17

11. 1
Introduction
Dabur Sanitize Liquid Handwash
- “ া র ায় াকৃ িতক সুর া”
Dabur Sanitize liquid hand wash is a new product launched by the most popular and trusted Ayurveda and natural
Healthcare company ‘Dabur’. The research team ensured 99.9% efficiency of this product. The key additional
ingredient of it is Coconut Milk extract which makes this product different from the others available in the market.
The calculated price of this product is comparatively low (BDT 45) which is affordable by all categories of people.
However, this product has strong market competitors that have gained success over years in the FMCG (Fast Moving
Consumer Goods) sector. We know, the FMCGs have comparatively low revenue margin. The products in this
category are generally sold in bulk quantities to make considerable aggregate earnings maintaining high volume
business. Effective sales strategies are needed to beat the competitors and penetrate the market gaining
consumer’s faith. That’s why the famous digital marketing model ‘SOSTAC’, developed by PR Smith has been
illustrated throughout our sales strategy guiding towards our main plans.
We have shown the roadmap to our strategies by answering the following broad and critical questions for a new
launched product.
● Situation: At which condition our business is currently standing on.
● Objectives: The mission or goals for the business.
● Strategy: The steps to achieve the objectives.
● Tactics: These are the details of strategy (e.g. the marketing mix)
● Actions: The process of excellent execution of the plan.
● Control: The steps we will follow to monitor our strategies and how much our objectives have been fulfilled.

12. 2
Situation Analysis
Competitor and Price Analysis
Our Brand Inter Competitors Intra Competitors Direct/Indirect
Competitor
Price
Dabur
Sanitize
Liquid Hand
wash
[170 ml Tk. 45]
The Most
Affordable
handwash in
the market of
Bangladesh
Lifebuoy Total 10
(active silver formula)
Indirect 100 g Tk. 32
Lifebuoy Care (active
silver formula)
Indirect 100 g Tk.32
Lifebuoy Mild Care
Hand Wash
Direct 200 ml Tk. 90
170 ml Tk. 60
Lifebuoy Total care
Handwash
Direct 200 ml Tk. 90
Lifebuoy Attar protect
Soap
Indirect 75 g Tk. 34
Lifebuoy Lemon Fresh
Hand wash
Direct 200 ml Tk. 90
170 ml Tk. 60
Dettol Handwash Re-
energize liquid soap
pump
Direct 200 ml Tk. 100
Dettol original liquid
handwash refill
Direct 200 ml Tk. 95
Dettol Handwash
Skincare liquid soap
Direct 170 ml Tk. 60
Dettol Handwash Cool
liquid soap
Direct 200 ml Tk. 100
Dettol Handwash Aloe
Vera liquid soap
Direct 200 ml Tk. 100
Dettol Handwash Gold
liquid soap
Direct 200 ml Tk. 100
Dettol Handwash
Sensitive liquid soap
Direct 200 ml Tk. 95
Dettol instant hand
sanitizer
Indirect 50 ml Tk. 139
Dabur Hand Sanitizer Indirect 60 ml Tk. 90
Savlon handrub Indirect 250 ml Tk. 140

13. 3
Savlon instant hand
sanitizer
Indirect 50 ml Tk. 60
ACI Savlon ocean blue
antiseptic handwash
Direct 250 ml Tk. 90
500 ml Tk. 150
1000 ml Tk. 250
ACI Savlon aloe vera
handwash
Direct 250 ml Tk. 90
500 ml Tk. 150
300 ml Tk. 100
1000 ml Tk. 250
ACI Savlon foaming
handwash strawberry
pump
Direct 250 ml Tk. 140
ACI Savlon herbal
marigold handwash
Direct 500 ml Tk. 200
ACI Savlon active
handwash
Direct 250 ml Tk. 90

14. 4
Percentage Market Share by Dettol and Lifebuoy
⧉ Ansoff Matrix
Existing Products New Products
Existing Markets Penetration
● Lifebuoy soap
● Lux
Product Development
● Lifebuoy Handwash
● Dettol
New Markets Market Development
● Dove
Diversification
● Dabur Sanitize Liquid hand
wash

15. 5
Objectives
5S’s Analysis
SMART Objectives
Criteria Description Questions to
consider
Answers
Specific States in clear
terms what
outcome, result or
behavior is to be
achieved.
● What do we want to
accomplish in this
business?
● How will we
accomplish it?
● Why do we want to
accomplish it?
● Who will need to be
involved?
● We need an established market of qualified and affordable
product ensuring stability, constant growth, profit, and
revenue maximization
● To reach the maximum customers and increase engagement
● To gain trust and acceptance from the customers
● Increase brand visibility and promotion
● Creation of customer feedback
● Involving Middle-class households, medical centers, and online
food customers.
Measurable Includes a
description of the
desired outcome
and/or
measurable
results.
● How will we
measure this?
● How will we know
when we’ve
achieved it?
● How will we know if
we’re on track to
implement this
strategy?
● We will set an end date for when we will complete this virtual
campaign
● We will put 100% effort into each advertisement and promotion.
● We will review the progress each week to make sure we’re on
track.

16. 6
Achievable A realistic
expectation, given
time and
resources.
● Do we have the
skills, opportunities,
and knowledge
currently to
complete it?
● Do we have enough
time and resources
to complete this?
● Does this goal
challenge us in the
right way?
● Since in this pandemic crisis, hand wash and sanitizer have
demand growth, so we can hold this market.
● Dabur Sanitize is natural, unique coconut-milk, affordable,
and skin-friendly so it can easily capture the customers.
● This pandemic is dependent upon the vaccine, despite the fact
that the market of handwash will capture the top markets for
the next few years.
● The strong competitors have gained success and trust from the
customers over the years so it’ll be challenging to establish a
stable market though it’s achievable.
Relevant There is a clear
link to the goals of
the department,
division, the
company, and its
values.
● Is this worth our
time and effort?
● How does this link
to our global market
success?
● Is this the right time
to start this
marketing for us?
● This is directly linked to our courage to launch our future new
products in the market.
● If we achieve our goals, we can look for long term
establishments like global marketing.
● It’s high time to fulfill the demand of the customers at a low
price and ensure quality service.
Time-Bound There is a time
limit or deadline
by which the
objective must be
achieved, and
there may be a
time frame to
track phases of
completion in an
action plan.
● When do we want
to complete the
execution of our
strategy?
● How long do we
want to allocate to
each plan?
● How will we track
the progress against
time per plan?
● What is our target
end date?
● We’ll track progress with Website Analytics, Ad network
conversion tracking, phone tracking, CRM tracking, and KPI
tracking.
● When we’ll touch the peak point after the initial growth of our
market, we can slow down our execution.
● Each plan will be distributed among the employees, so a new
plan will start to execute before the ending period of the earlier
plan.
● The promotional campaigns, advertisements, special home
delivery in Red-zone areas, and special discounts should be
executed throughout the whole pandemic period.
Strategy
Key Differentiator Ingredient Features
Coconut Milk
● It’s known as ‘Miracle Liquid’ as it can help to protect the hands from infections
● Treats sunburns, reduces pain, swelling and redness
● Moistures the skin, combat dryness and provides healthy glowing skin
● Treats irritated and dry skin conditions like eczema, dermatitis, psoriasis, and removes germs.

17. 7
Segmentation and Targeting Matrix
Our target customers are highlighted with Silver color.
Children Male Female
Higher Class
Middle Class
Lower Class
⛨ Product Strategy
Packaging: There is a picture of a person’s hand holding a hand of a child meaning the product is universal and people of all ages can use
it. The blue color of the packet symbolizes reliability and inspiration of the customers to use it. And also, it denotes that Dabur Sanitize
wants stability in the customers’ hearts.
Design: There is a ‘Red Cross Emblem’ in the title ‘Sanitize’ which means protection and neutrality of the product. The shield as a product
logo symbolizes the ‘Shielding Effect’ from the germs. The green and white color of the shield means it’s recommended by the doctors
since the surgeons also wear green and white aprons in the hospitals.
Quality Level: It uses Coconut oil for non-irritation, moisturizing and non-inflammation purposes. It kills 99.9% germs. It only has one
category which is the weakest point. So, the variations in scent is needed for a better lead pool because our rural targets don’t
care about the germs killing, rather they care about the color and the scent.
Brand: Since Dabur has been contributing over the past 136 years based on nutritious markets being the largest Ayurveda and Natural
Healthcare company around the globe and Dabur Bangladesh also became a household choice successfully, so initiating new hygiene
Dabur Sanitize product can confidently start penetrating the market by emphasizing on ‘The Ayurveda and Natural Hand Wash’ fact.
Pricing Strategy
Dabur Sanitize is following the Market-Penetration pricing strategy to set a price. This strategy refers to setting a low price (only 45
Taka per pack) for a new product -
● To penetrate the market more quickly and deeply.
● A large number of buyers and market share are won but at the expense of profitability.
● The high sales volume will lead to decreasing costs, which will cut the prices even further allowing it to maintain a healthy profit
margin.
To maintain this strategy:
● The hygiene market must be highly price sensitive so that a low price generates more market growth and attracts a large number of
buyers.
● Production and distribution costs must decrease as sales volume increases.

18. 8
● Low price must ensure that competition is kept out of the market, and Dabur Sanitize using penetration pricing must maintain its low-price
position. Otherwise, the price advantage will only be of a temporary nature.
Distributional Strategy
We should follow Intensive Distribution Strategy to grow a strong distribution channel. It should reach everywhere at customer’s
convince.
Dabur Sanitize should follow Pull Strategy on channeling and Marketing decisions. As a result, the wholesalers and retailers will
eagerly stock it in their shops and thus it will be available in every shop.
Promotional Strategy
Advertisement: Any paid form of promotion is an advertisement that Dabur Sanitize has to do a lot and invest a lot of money for it.
Public Relation: There will be communication but no monetary investment is required. Public relations can be used to promote Dabur Sanitize
future products. It should be done to keep good relationships with consumers, electronic media and press media. It should sponsor Bangladesh
Cricket Team and Onnorokom Pathshala (one of the largest e-learning platforms in Bangladesh).
Sales Promotion: If the wholesaler buys Dabur Sanitize hand wash quantity of 72, then they will get 7 or 10 handwashes free because now it’s
in the introductory phase.
Focus Strategy
Using this strategy, we can get a high degree of customer loyalty. We will concentrate on a narrow segment and within that segment, we can
attempt to gain either cost advantage or differentiation strategy.
Differentiation strategy
We will provide unique attribute that will be perceived better or different from others products of the competition by customers. The uniqueness of
the coconut milk may allow us to charge premium price for it. Later we may hope that the higher price will more than cover the extra costs
incurred in offering Dabur Sanitize hand wash.
Penetration strategy
1. Focusing on school kids, high school and university students for advertisement strategies.
2. Availability of different packages of handwash:
 50 ml
 100 ml
 250 ml
3. Product line extension according to the necessity of the customers:
 Dabur Sanitize touch free handwash
 Dabur Sanitize Menthol handwash
 Dabur Sanitize aloe vera handwash
 Dabur Sanitize lemon fresh handwash
 Dabur Sanitize non-alcoholic HALAL handwash
 Dabur Sanitize Attar fragrance handwash
 Dabur Sanitize Band Aid kits
 Dabur Sanitize house cleaner
4. Regular market research

19. 9
Tactics
The main ingredient of any hand wash is Iso-propyl Alcohol; if we can come up with a non-alcoholic hand sanitizer offering instant
elimination of germs and protection of skin. Since majority of the Bangladeshi people is Muslim so they will accept it as ‘The Natural,
Moisturizer and Halal handwash’ in this competitive market. Moreover, it will gain reputation as being the only non-toxic, non-
flammable and safe for kids’ product because it’s not in non-flammable condition now and also unsafe for the children.
The tactical points we are going to use:
● Highlight the unique Dabur Sanitize fragrance by coconut-oil ingredient and its moisturizing capability.
● The significance of the product logo should be advertised properly.
● Get recommended by the best Medical Associations around the world and ensure that it’s the first time ever ‘Natural Sanitizer’ ever
in Bangladesh.
● We must show the strength of variety and reliable product line of Dabur for over the past 136 years.
● To ensure to highlight the protection from COVID-19, Salmonella, E. coli, O-157
● Contribute to potential startups by arranging hackathons and competitions to build a strong impression among the students.
● We should arrange online campaigns and select Campus Ambassadors for each institution. Then based on their performance they
will get certified after 3 months of advertisement and social media marketing.
● The people in the Defense sector and Bangladesh Military Academy, a lot of officer cadets, trainees, officers are at a high risk as
they are frontlines. So, to reach them with our product will build a huge optimistic impression among a big community.
● Since under lockdown red-zoned people can’t go outside, so we can remain active in those special areas for instant free of charge
home delivery.
● We should reach the garments laborer and offer handwashes in exchange of a ‘Dabur Sanitize T-Shirt’
● The people can’t go to the restaurants in this quarantine so they order food from Foodpandas, so while processing their food
deliveries the delivery men will wear ‘Dabur Sanitize T-Shirt’ and we’ll provide them for advertisement purposes.
● We need brand Website, mobile apps for advertisements.

20. 10
● The other brand products don’t contain much freshness, beauty care, nature-care at a time rather they are distinctive in nature. So,
adding a simple menthol or carbolic burning sensation can bring it a Duality effect which will be accepted by the customers at a
huge scale.
Action
We can expect at least 5-7% of growth if we introduce new fragrances and colors of the packs. New product development is necessary to
get acceptance and competitive position in the hygiene market though it’s of high-risk task while considering profitability. We can carry out
the following actions:
● To introduce new products, we can launch ‘No touch liquid Hand Wash’
● Rural health and hygiene initiative
● Visit rural school to teach the necessity of hand wash in partnership with rural schools
● ‘Dabur Stepping Out in Faith’ campaign to interact with customers and let them feel how Dabur as a brand itself and specially the
product Dabur Sanitize has earned faith by fulfilling the demand from time to time.
● To recruit school, college, and university students as a campus ambassador on a voluntary basis to spread the message of Dabur
Sanitize
● To publish postal covers to feature the product on top to highlight the superiority over other competitors
● Release sales records to help researchers finding out the failings and optimizing sales and cost
● The customers want to feel medicinal effects to console themselves that the product is effective. So, we can add menthol or
carbolic sensations.

21. 11

22. 12
Control
To monitor the overall performance, we need to follow prioritized actions, qualitative feedback, tools as reporting platforms, regular
review process, people engagement tracking. There are several methods to accomplish these objectives:
● Phone tracking: Using Dynamic Number Insertion it will assign different phone numbers to different visitors based on the source.
It’ll give us the opportunity to keep track of who is calling from where and tell us where our budget is best spent.
● Ad network conversion tracking: This method is crucial as conversion tracking will show how effective our campaign is
performing on phone calls, website purchases, newsletter sign-ups, app downloads, etc. Google AdWords, Facebook AdWords,
Bing Ads provide the ability to setup conversion tracking.
● CRM tracking: Customer Relationship Management platform will allow us to pull up our leads and organize them by lead source by
enabling the ability to export the information in the form of an excel spreadsheet.
● Website Analytics: We can see who’s visiting our site and from which source by using this tracking method specially the most
effective Google Analytics. It’ll let us know which sales tactics are producing the largest number of clicks and how many clicks
convert to either leads or sales.
● KPI tracking: The previous 4 methods are recorded for easy review in one list by it. Key Performance Indicator (KPI) means any
point of data that will give us insights into the performance of our marketing and sales.
● Page rank: If the traffic increases, the page rank will definitely increase leading to better organic traffic and sales. We have to pay
attention to overall website page rank.
● Direct asking: It is essential to ask our customers where they heard about us and to track those statistics.
● Referrals: It's a simple tracking method by providing our email, phone number and sharing our contents online.
● Overall ROI: We have to check our online ROI as a whole. The recommended traffic to our website should look like: Search traffic:
40-50%, referral traffic:20%, direct traffic: 20%, online marketing campaigns 10%.

23. 13
Big Idea
1. Across 2 and 3 towns there can be an exclusive branded showroom with emergency handwashing center
2. The special Sensation can be created for the realization of effectiveness to the customers like using Menthol will cool hands thus making
an illusion that the germs are being killed already.
3. Dabur Sanitize can introduce new first aid kits and tie up with others providing first aid facilities e.g. in-car, amusement park first aid kits.
Visibility will enhance the psychological share further.
4. Maximum coverage and low cost can be achieved through specialty advertising.
5. Each pack (inner side) of handwash will print each letter of the word ‘Dabur Sanitize’. The one who completes the whole word ‘Dabur
Sanitize’ will get an educational scholarship.
6. There will be QR code for each pack and scanning that code will lead the customers to an URL of a Quiz Competition for Undergraduate
students. The winners will get an internship offer at Dabur.
7. An ad can be made and cast on media along with placing it on banners, posters, newspapers.
“The more germs you kill, the stronger you become. And doctors recommend Dabur Sanitize to guard yourself with its
protecting shield formula and keeps your hands moisturized and soft for its unique Coconut-milk.”
8. The brand name ‘DABUR’ can be painted in multi colors i.e. for the colors of its existing variants.
D A B U R
And it can be advertised by saying, “এই কায়াের াইেন শি জা ক শরীর ও মেন, আপনার Dabur Sanitize এখন আপন রং এ “
9. Advertising can be done this way:
“Does your hand itch and irritate to soaps? Use Dabur Sanitize hand wash daily. It’s unique Coconut-milk keeps your hands
moisturized, removes itching and its shielding effect gives you total germ-free protection.”

24. 14
Contingency Plan
To tackle these probable problems, the contingency plans are:
● Technical: Skilled manpower and expertise management
● Environment: To abide by the company rules and stock enough resources so that it can continue production, manufacturing and
supply during disasters too
● Resource: To ensure proper maintenance and better working environment and most importantly the worker’s satisfaction
● Cost: To increase the growth rate using effective promotion and wise decision making
● Distribution: To use own transports to reduce delivery costs
● Competitors: Maintaining the optimum quality
● Time:
a. Extending milestones and deadlines.
b. Re-structuring the schedule, so tasks that were previously slated to be performed at different times will instead be performed
concurrently.
c. Moving high priority and time sensitive activities to the front of the line.
Contingency in introduction phase:
There are many costs involved for bearing the expense involved in promotional activities, high operational costs, introducing the product in
the market so the probability of earning profit is negligible. For this:
● We need to create demand
● Since no money is made at this stage so we need to hold patience
● Emotional advertising will be effective as customers may lack information and hesitate to buy this product for the first time. So,
emotionally driven they will get attracted.
● We need to prove our product as the first ever ‘Natural care Hand wash’.
Contingency in growth phase:
Since increased competition leads to price decrement, the introduction of new product lines and new distribution channels will sustain the
growth rate. Since our product price is less so profit is completely dependent upon the market share and increase in output. We need to
come up with antiseptic first aid products along with variant fragrances too.
Contingency in maturity phase:
It’s the equilibrium stage when the most profit is earned by the market and the growth rate touches its maximum sales volume peak and
market saturation is reached. At this stage brand differentiation and feature diversification is needed to sustain or increase market share.
Moreover, cost should be more minimized or more offers and discounts should be declared as a result of production volume increasing. It’ll
experience a curve effect. At this time more competitors will enter the market and price will drop
Contingency in decline phase:
At this stage investment and capital will cease returning decline, sales volume will decline, prices and profitability will diminish, cost will
become counter-optimal, product may tend to lose its brand power and become commodities. So, extension of hygiene products, safety
first aid products, household cleaning products, touch free hand wash will be effective. The arrangement of unique competitions,
recruitment processes, brand logo designing competitions will engage more people to this product.

25. 15
✅ Tagline
Our tagline “ া র ায় াকৃ িতক সুর া” refers to natural healthcare service towards the customers as ‘Natural and Herbal products’ are
the specialty of Dabur. Keeping the natural healthcare concept in mind we can introduce the new flavors of lemon, orange, menthol, aloe
vera etc. as well as the variations in packaging too. So, this tagline is not temporary rather it can help us to extend our product line. The
most important part is, it sustains the aristocracy of Dabur that has been serving over the past 136 years.
Forecasting Revenue
We have predicted the approximate sales per day minimum 5 (worst case) to maximum1000 from 1st September 2020 to 28th May 2023.
Then we used Linear regression, Decision tree regression, AdaBoost regression models. Among them, the Linear regression model
outputs the best result with lowest RMSE (Root Mean Square Error) which is 4.631 in our case. So, our long-term forecasting seems quite
accurate theoretically which resulted in the average revenue of Dabur Sanitize for 1000 days (01/09/2020 to 28/05/2023) is Tk. 23857.95
(approx.) daily.
The revenue for 1000 days (2.74 years) is Tk. 23328540.
So, the annual revenue stands at Tk 8514065.693
And, the average sales daily stand at 518.36 quantities. It’s quite logical since extensive advertisement can even increase the number
of sales but taking the worst case into consideration 518.36 quantities sales per day is a good accuracy.

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Feasibility of the plan
Conclusion
"Dabur" being a trustworthy and reliable brand, intends to spread the market of their new product "Dabur Sanitize Liquid Hand Wash", by
achieving a long-term sustainable acceptance and commitment. It can do tremendous job compared to others as it is more efficient in
killing germs and taking care of our hand in a natural way. Though our target customers of the market are middle class people, we also
plan to dominate the household and medical sector market. Ayurvedic power and enriched coconut milk do add value to the product.
Including inexpensive price strategy makes it more preferable for customers. If the proposed sales strategy is executed properly, we will
hopefully accomplish the goal.
References
1. “Dettol: Managing Brand Extensions”. It can be found online:
https://www.worldscientific.com/doi/abs/10.1142/S0218927509001224?journalCode=acrj
2. “How to use the 7Ps Marketing Mix”. It can be found online: https://www.smartinsights.com/marketing-planning/marketing-
models/how-to-use-the-7ps-marketing-mix/

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3. “How to use the price quality matrix to optimize your Product Pricing”. It can be found online:
https://www.intelligencenode.com/blog/use-price-quality-matrix-optimize-product-pricing/
4. “9 Metrics for Measuring Marketing Performance”. It can be found online: https://www.outbrain.com/blog/9-metrics-for-
marketing-performance-measurement/
5. Our forecasting dataset:
https://drive.google.com/file/d/1uyLA6RdYECNU1QEjRy8liTyOEx_Ich0u/view?usp=sharing