Part of MLT337 Course at North South University. In purpose of our project, we took that product and worked hard to present it in a new way. Here we are going to provide a condensed version of the report. English Anti lice shampoo is an old cosmetic product that produced by Anfords Bd Ltd. Once there was a huge demand of the product in local market, but gradually it comes down. Hair lice problem is still exists but people are searching the solution in different places. The shampoo has been designed to keep the hair healthy and free from lice and its nits. There is a common problem with lice among the large number of people & this product is only effective solution for them. Market is segmented by demographic and psychographic. Target groups are both urban & rural people. In positioning, we use a tagline which will do an effective position in the consumers mind. Our new tagline is “উকুনমুক্ত আকর্ষনীয় চুল।“. Before making the TVC, we have surveyed online and offline. We asked our target group several question and got immediate feedback. People think still there has a huge demand of the product because they are not completely free from the attack of hair lice. We also learned from the survey that people are forgetting the product as they had not seen any advertise on television or other places last 7 to 8 years. After analyzing those issues we have make a TVC and finalize our opinion on the recommendations.

1. উকুনমুক্ত আকর্ষনীয় চু ল

2.  Anfords BD Ltd is a company that produces
essential cosmetics products in Bangladesh. It
was founded in 1994.
 it introduced English Anti lice shampoo to the
Bangladeshi people in 1998 and still the
product exists in the market.

3. Strength
•Scientifically proved
and
recommendation
•No side effect
•Active usefulness
•No strong
competitors
Weakness
•Less advertisements
•Old packet design
•Unable to create
consumer
satisfaction
Opportunity
•E-commerce
•No strong
competitors
•Reasonable price
•Brand loyalty
Threats
•Advanced
Technology
•Advanced
Technology

4. Segmentation
•Demographic
Segmentation:
•Age: Children,
young and older
people
•Gender: Both
male and female
•Income: All
income level.
•Psychographic
Segmentation:
Upper class,
upper middle,
middle class,
lower class
Targeting
•Male and
female
•Urban and
rural
•All aged
people
Positioning
•Use English anti
lice shampoo,
and forget lice
forever-
(Existing)
•উকুনমুক্ত আকর্ষনীয় চু ল।“

6.  Personal message
 Face book Groups
Online
Offline
Face to face
communication

8. •Active
•No harmful ingredients
•No side effects
•User friendly
•Prices are reasonable with the quantity
Insights
•Lack of promotions
•User psychology
•Poor brand image
•Weak positioning
•Lower credibility
Problems

9.  Aggressive but
achievable
objectives.
 Goal of 2018.
 Extend the number
of distribution
channels.

10.  Appropriate
message to our
targeted groups.
 Create strong brand
image.
 Fixing issues
through IMC
program.

11. Objective and Task Budgeting
Tasks name Unit per unit taka total
TV advertising 3 1200000 3600000
Radio advertising 3 300000 900000
Newspaper advertising 4 100000 400000
Total 4900000

12.  উকুনমুক্ত আকর্ষনীয় চু ল

14. Humor
appeal
Reminder
appeal
TV
Commercials

15. Slice of life
Demonstration
In that TVC it is focused on shampoo’s activeness, healthier
treatment.
it has been tried to focus that Mr. Saif is suffering from lice
problem. And he is unfortunately going through disastrous time.

16.  Passenger shadings (community
involvement):Posters or sticker of English
Anti- lice shampoo will be placed near the
bus stand or railway station

18. 6am-10am 3pm-7pm 7pm-12am
TVC:SATV NTV, , Boishakhi TV,
ATN Bangla, TV, Gazi TV,
Independent TV etc.
Over Week Over week Over week
Newspaper: (preferred position)
Prothom Alo, Kaler Kantho, The
Daily Star
Sunday-Thursday Sunday-Thursday Sunday-Thursday
Radio: Spice Fm, ABC Radio,
Radio Dhol, Radio Foorti,
Radio Foorti, Radio Dhol. ABC radio, Radio Foorti. Radio Foorti, Spice Fm, ABC
Radio.