This marketing plan summary outlines Dabur's marketing strategy to introduce an ayurvedic hand sanitizer in Bangladesh. The plan involves establishing the brand through various online and offline promotion tactics like social media marketing, TV advertisements, and brand ambassadors. The target audience is people aged 16-65 from middle to upper-class households. Key objectives are to achieve 10% market share in the first year and establish the brand as a trusted hygiene product offering natural benefits at an affordable price compared to competitors. The action plan details promotional activities and offers over the first year to gradually increase sales from an initial estimated revenue of BDT 90,000 in the first month.

1. Department: School of Business
Course no: BBA 221
Course Title: Marketing Management
Session: Spring 2018
Presentation on Marketing Plan at
Supervised by: Dr. Wahiduzzaman Khan
Associate professor
Submitted by: Nayma Akter Meem
ID: 18.01.02.045

2. SOSTAC
Situation Tactics
Usable of every class of people Set up a machine in particular
places
Providing brochures
Provide a freeway with their
product in every 1 hour
instantly killing 99.9% germs
lifebuoy,Sepnil,Dettol,Pearl
SWOT analysis
Objective Action
Final destination
online campaign
offline campaign
B2C offline advertisement
Online advertise like 5 sec add
and live talk with celebreties.
Control
Strategy
Consumer’s feedback
Sharing experiences
identify the negative users and
console them for better service
Right Distribution
Brand philosophy
promotional tagline

3. Situation
The range of ayurvedic sanitizers is said to be highly
effective in providing effective protection from
disease-causing germs, instantly killing 99.9% germs.
Brand Dabur’s growth trend had been steady over the
year. Dabur has communicated to the customer about
the excellence of the product.
Dabur allows us to take a detailed look at sales and how
we interact with our clients. The knowledge we have
garnered from using the system has allowed us to
understand our customer’s needs far better than we
ever could before.
s

4. Product review
• Rinse free & Non Sticky.
• Ayurvedic formulation from the India’s most trusted Ayurvedic brand.
• Instantly Kills 99.9% germs without the use of soap & water.
• On the go protection from germs and infections- Protects from the germs transferred from direct contact with an infected
person or from an external source
• Available in 3 fragrances - Regular , Lemon & Strawberry.
s

5. yes
18%
no
82%
yes no
Market review s
Have you heard about Dabur sanitizer?
Lifebuoy dettol savlon dabur
price 85 135 80 45
85
135
80
45
0
20
40
60
80
100
120
140
160
price
Price comparision of 50ml sanitizer
Highly
Saturated
market
New Entrant
Similar
Target
Audience
Low
Involvement
Product
Current
scenario

6. Distribution review
s
Website visitors
&
browsers
Supply to
corporations &
institutions
Most accessible
&
open shop for
customers
Essential drugs
&
hygiene product
purchasing
E-commerce Pharmacy
bank shops
partnership

7. Competitive review
Lifebuoy Savlon Dettol
• Established
Brand
• Highest Market
share(63%)
• High Customer
Engagement
• Heavily
Advertised
• Higher Priced
• Established Brand
• 2nd highest
Market share
(21%)
• Assortment of
supporting
• Products
moderately Priced
• Trusted Brand
• 3rd highest market
share (13%)
• Widely available
• Heavily Advertised
• Higher Priced
s
 Moderately priced competitors (savlon,sepnil)
 Do not have added fragrance or natural
benefits.
 Higher priced products (Dettol, lifebuoy) give
choice but for a premium.
Dabur sanitize gives added fragrance and
natural benefits at lowest price.

8. SWOT Analysis
Strengths Weaknesses Opportunities Threats
Dedicated to the health and
well-being of every
household.
Organic compound
(Ayurveda)
Growing demand for quality
Zero competition in Ayurveda
hand sanitizer.
Coconut milk makes the
difference from other sanitizer
brand.
New Market entry : High
People’s faith in first
time: Low
New offers from other
brand: High
Cannot dominate easily
because of the existing
renowned brand
Warranty
Take time to have faith on
Difficult to earn trust in few
times
Physical appearance
Better way to buy product
Credibility and trustiness
Ensuring 99.99% efficiency

9. Objective
Achieving 10%
market share
in 1 year
Creating top of
the mind brand
awareness
Sustainable
Growth
Establishing a
proper sales
funnel

10. The 7p’s marketing mix
 Product: Dabur sanitizer ensures 99.99% efficiency. It’s also cost efficient. It has coconut milk in it, which is better than any
other brand in this product category.
 Promotion: Offline, online, brochure, flyer, mail, facebook, youtube, instagram, advertisement.
 Price: Purchase of 45 taka worth ‘DaburSanitize Handwash’ from Chaldal, Daraz, Evaly.
 Place: Market, super-shop, shopping mall, local shop, commercial building, Bank, Hospitals as wholesale, retail.
 People: Customer feedback with Email, phone call, texts. Sales team collaboration
 Process: Repeatedly deliver the same standard of service to my customers. Save time and money by increasing efficiency.
 Physical Evidence: Effective packaging can actually help a company attract consumers to their product.My branding with
Live talk with Keto vai, Live talk with Faiza from Khuda lagse, Live

11. Segments
Handwash station
Urban
Shopping mall
Market
Bazar
Rural
Bazars
fairs
hospitals
Institution
Establishing the Brand as a Trusted
Hygiene solution that provides superior
protection against germs and harmful
bacteria at an affordable price, with
added natural benefits.
Position
Unique tagline
Let your finger fight against germs

12. Targeting
• Household
essentials
• Purchaser
• All major cities
and towns
• Age: 16 – 65
• Social class
• Higher Class
• Higher-middle
class
• Middle Class
• Hygienic
• Health Conscious
• Frequent
Shopper
Psychographic Demographic
Behavioral
Geographic
Target Group
Age: 16 - 65
(From middle to Upperclass)

13. Action plan
Events 1st
mont
h
2nd
month
3rd
month
4th
month
5th
month
6th
mont
h
7th
month
8th
month
9th
month
10th
month
11th
month
12th
month
Handwash
stations
Social media
marketing
TVC
Brand
ambassadors
Campaign
Offer
(buy 3 get 1)

14. Buy 3 Get 1
Our sales will be higher at Buy 3 Get 1 offer. We have shown our initial we sell here.

15. Estimate total revenue in terms of sales for 1 year for this specific product
We have highlighted our initial sales here. If we look at that in our first month we have earned
BDT 90,000 as 2000 units. Then our sales will gradually increase.

16. Thank you
Name: Nayma Meem
ID: 180102045
email: naymameem1@gmail