1. FreshMen
Presented By
Abir Al Zawayed (L) M 22010204198
Mostafizur Rahman M 22010204158
Amit Shah M 22010204191
Salah Uddin Ahamed M 22010204194
Md. Rokonuzzaman M 22010204180
3. Product
Description
Tailored for Men Aged 14-45: Students, Professionals, Laborers, and
Business Individuals.
Addresses Market Gap: Shortage of Grooming Products for Men
Key Feature: Long-lasting, Invigorating Fragrance
Perfect for Busy Lifestyles
Ensures All-Day Freshness and Grooming
FreshMen, a newly established company, is gearing up to introduce a
fragrant body soap for men tailored to meet the preferences of
consumers in Bangladesh.
4. Market
Analysis
In 2023, it is bringing in about US$0.82 billion in revenue, and it is
projected to keep growing at a rate of 3.63% every year from 2023
to 2028
Rising Demand for Men's Grooming
Emphasis on Natural & Eco-friendly
Emerging Trends: Organic Ingredients, Sustainable Packaging
5. Competitor
Analysis
Industry Giants: LifeBuoy, Old Spice,
Savlon Men Care, Dove Men + Care,
AXE. These brands have built a loyal
customer base over the years, primarily
through extensive advertising
campaigns and wide distribution
networks.
In addition to these giants, a new
wave of innovative, smaller brands
has entered the market,
emphasizing natural ingredients,
sustainable practices, and unique
scent profiles.
These newcomers often leverage
digital marketing and e-commerce
channels to reach their target
audience efficiently.
6. Porter’s Five Forces Analysis
Threat of New Entrants
• Low to Moderate: While the soap market is relatively accessible, entering the fragranced body soap segment
requires specific product development, branding, and distribution.
Bargaining Power of Suppliers
• Low: Suppliers of soap ingredients and fragrances typically have many customers and are unlikely to exert
significant pricing pressure.
• Bargaining Power of Buyers
Moderate: Buyers in the soap market, including individual consumers and retailers, have some bargaining power
due to the availability of alternative soap products. Pricing, quality, and unique features will influence buyer
decisions.
Threat of Substitutes
• Moderate: Substitutes in the soap market, such as alternative soap brands or body washes, are available.
However, FreshMen can differentiate itself through unique fragrances and branding to reduce the threat of
substitutes.
Competitive Rivalry
• Moderate to High: The market for fragranced body soap for men in Bangladesh is witnessing increasing
competition with both established brands and new entrants. Effective branding, product quality, pricing, and
marketing will be essential to stand out and compete effectively.
7. POP-Points of Parity
• POP-Points of Parity
Cleansing Efficacy: body soaps, cleansing effectiveness is a fundamental expectation
Skin-Friendly Formulation: FreshMen" adheres to this industry-standard expectation,
formulating its soap with care to be suitable for all skin types
Long-Lasting Fragrance: Men desire a soap that not only cleanses but also leaves a subtle,
masculine scent on their skin
8. POD-Points of Difference
Unique Masculine Fragrance Profiles: "FreshMen" recognizes that the Bangladeshi market
craves diversity in fragrance options. Rather than offering generic scents, our fragranced body
soap boasts a range of unique and culturally relevant masculine fragrances inspired by local
preferences.
Sustainability Commitment: In an era of growing environmental awareness, "FreshMen"
distinguishes itself by embracing sustainable practices throughout its product lifecycle. From
eco-friendly packaging to responsible sourcing of ingredients.
Localized Marketing: "FreshMen" understands the importance of resonating with Bangladeshi
men on a cultural level. Our marketing strategies are not generic; they are localized to connect
with consumers on a personal and cultural level.
9. Quality: FreshMen upholds the highest standards of product
quality, meeting the unique needs of Bangladeshi men.
Sustainability: FreshMen is dedicated to sustainable practices,
from responsible ingredient sourcing to eco-friendly
packaging.
Inclusivity: "FreshMen" celebrates the diversity of masculinity,
respecting the unique identities and preferences of Bangladeshi
men.
Brand Values
10. • Awareness: Introduction
• We start by introducing "FreshMen" and its fragranced body soap for men. Our goal is for Bangladeshi men to recognize us and
associate our brand with a rejuvenating grooming experience. This stage involves strategic marketing, targeted ads, and a solid
online and offline presence.
• Meaning: Defining the Experience
• Once aware, customers seek meaning in our brand. We strive to convey that "FreshMen" isn't just soap; it's a source of
confidence and freshness designed exclusively for Bangladeshi men. Through compelling storytelling and engaging marketing, we
forge a meaningful connection.
• Response: Engagement
• As customers engage with "FreshMen," they experience the invigorating freshness of our soap. We actively seek feedback,
respond promptly, and ensure a seamless customer experience to build trust and reliability.
• Resonance: Lasting Impressions
• The pinnacle of our journey is resonance. At this stage, customers don't just buy our product; they become passionate advocates.
They share their experiences, recommend us, and align with our brand values. Resonance requires unwavering quality,
exceptional service, and continuous engagement.
Brand Resonance Hierarchy
11. Brand Elements
The simplicity and boldness of the logo express the
product category. The bubbles and soaps indicate
the cleaning capability and freshness of the soap.
With the multiple soaps in the logo, we try to
express the multiple purposes of the soap. This soap
will give a fresh feeling with a fine cleaning, and it
will add fragrant.
Brand Logo of FreshMen
12. Slogan and Tagline
Slogan: "FreshMen: Revitalize Your
Confidence"
This succinct phrase encapsulates the core value
proposition of our brand. "FreshMen" serves as a
source of revitalization, instilling confidence in
every Bangladeshi man. It embodies our
commitment to refreshing, invigorating grooming
experiences that enhance confidence.
Tagline: "Your Daily Freshness Routine"
Our tagline reinforces the idea that
"FreshMen" is an integral part of a man's
daily routine. It signifies that our fragranced
body soap is more than just a product; it's
an essential step toward embracing
freshness and confidence each day.
13. Distribution
Channel Strategy
Our distribution strategy for "FreshMen" consists of a multi-channel
approach, encompassing both traditional and digital avenues to
maximize our market reach:
• Retail Stores: We plan to collaborate with well-established retail
chains and supermarkets across Bangladesh. These physical stores will
serve as key touchpoints where customers can experience and
purchase our fragranced body soap. Our presence in these locations
ensures convenience and accessibility for a wide range of consumers.
• Pharmacies and Specialty Stores: Partnering with local pharmacies
and specialty grooming stores allows us to tap into a niche market
segment of customers who prioritize quality grooming products. These
partnerships will enhance our visibility among consumers seeking
specialized grooming solutions.
• E-commerce Platforms: Given the growing prominence of online
shopping in Bangladesh, we intend to establish a strong presence on
leading e-commerce platforms. This will provide consumers with the
convenience of purchasing "FreshMen" products online, with the
added advantage of doorstep delivery.
14. Distribution
Retail Partnerships
In our pursuit of retail partnerships, we aim to collaborate with
well-established chains and reputable online marketplaces. This
includes but is not limited to partnerships with:
• Supermarkets and Hypermarkets: These will serve as primary
offline retail partners, allowing us to reach a broad customer
base.
• Pharmacy Chains: Partnering with well-known pharmacy
chains provides access to customers seeking premium
grooming products.
• Online Marketplaces: Joining prominent online marketplaces
enables us to leverage their extensive customer base and
logistics infrastructure.
15. Distribution
Supply Chain and Logistics
Efficient supply chain management is vital to ensure that our products reach
the market promptly and in optimal condition. Our supply chain and
logistics strategy involve:
Local Sourcing: We prioritize sourcing ingredients and materials locally
to support Bangladeshi industries and reduce environmental impact.
Quality Control: Rigorous quality control measures are implemented
throughout the production process to maintain product excellence.
Distribution Centers: Establishing strategically located distribution
centers allows us to streamline inventory management and order
fulfillment.
Delivery Partnerships: Collaborating with reliable courier and logistics
partners ensures that our products reach customers promptly and
safely.
16. Marketing Strategy
FreshMen's strategy targets men in Bangladesh, offering an affordable fragranced body soap that
enhances lifestyle and presents a more appealing image.
17. Promotion
(Marketing Mix)
Product
• "FreshMen" fragranced body soap for men is all about offering a premium grooming
experience. FreshMen has put a lot of thought into this, focusing on unique fragrances inspired
by local preferences, skin-friendly formulas, and eco-friendly packaging. This distinctive
approach sets the product apart and is at the heart of our marketing efforts.
Price
• FreshMen believes that quality doesn't have to come with a hefty price tag. That's why
FreshMen is keeping its pricing competitive, ensuring that "FreshMen" is affordable for a broad
range of consumers in Bangladesh.
Place
• As previously outlined in the distribution strategy, "FreshMen" will be available through a mix
of retail stores, pharmacies, specialty grooming outlets, e-commerce platforms. This diversified
presence ensures convenience and accessibility for our target audience.
Promotion
• FreshMen wants everyone to know about itself. FreshMen’s promotion strategy is designed to
spread the word, highlighting all the fantastic benefits of the product. Consumers will see
FreshMen on billboards, in magazines, and all-over social media. FreshMen is using both
traditional and digital marketing methods to connect with customers.
18. Promotion (Advertising)
• Digital Marketing: FreshMen will leverage digital channels, including
search engine optimization (SEO), social media marketing, and email
marketing, to reach and engage with the audience online. This includes
creating informative and visually appealing content that showcases our
product's benefits and unique fragrance offerings.
• Social Media: Platforms like Facebook, Instagram, and YouTube will be
used to share engaging content, customer testimonials, and behind-the-
scenes glimpses of FreshMen brand. Social media advertising will also be
employed to target specific demographics.
• Influencer Collaborations: Partnering with local influencers and
grooming experts will help create credibility and trust among FreshMen’s
target audience. They will share their experiences with "FreshMen"
through sponsored content and reviews.
19. Promotion
(Public Relations)
• Media Engagement: "FreshMen" will engage
with local media outlets and publications to
secure editorial features and interviews. These
interactions will help build brand credibility
and awareness.
• Community Engagement: "FreshMen" will
actively participate in community events,
grooming workshops, and sponsorships to
engage with the Bangladeshi community and
create a positive brand image.
