The document outlines a comprehensive marketing strategy for Miniso in Bangladesh, identifying consumer challenges such as cultural differences, lack of awareness, and minimal engagement that hinder brand reach. It highlights opportunities within the fitness and cosmetics industries, as well as the growing market for affordable electronics, suggesting targeted marketing and promotional campaigns to address these issues. Strategies include membership rewards, product placements, social media competitions, and event sponsorships, all aimed at enhancing customer loyalty and brand exposure.

1. Noel Alam
Raaisa Tariq
Abdur Rob
Rabby

2. Problem identification
1)The unique value proposition cannot reach out to the consumers due
to cultural difference and communication gap which allows imitations to
take up market share.
2)Customers are not aware of the long term benefits of chemical safe
products.
3) Lack of customer engagement with the brand. There is a dogma
circling foreign products where most people believe they are
unreasonably priced.
4)No network among targeted customers.

3. Origin of demand found using Porters diamond model
1)Fitness and sports industry contributes to sales of water bottles and bags.
An industry set to reach Tk 1.5billion in the upcoming years, Dhaka is rife with fitness
enthusiasts who are participating in marathons, triathlons and cycling events almost every
month.
2) Cosmetics industry contributes to beauty blender, tissue and napkins.
Bangladesh is a country of beauty conscious women where the self care industry has had a
turnover of taka 150 billion in 2014(BCTMA) and growing. Hygine is something that these
conscious women are willing to open their purse for.
3)Existing Demand for branded affordable electronics.
Consumer electronics has a market size of 1.37billion USD in Bangladesh but there exists
very few brands that can give both quality and affordability to its customers. MINISO can
fullfill both those demands.

4. Marketing strategies justified Hofstedes cultural dimention
1)Low individualism. Bangladesh is a collective society and we like brands we
can most relate to. Miniso can track user purchase data and notify targetted
customers when a discount is available on a product thus building
relationships
2)High power distance society. Consumers are highly likely to buy global
products to display a higher status.
3)Morderately masculine. In such societies shopping is done by the wives. As
minisos products are more appealing to women a marketing scheme targetted
towards 18-35 year old females might give optimum results.
4)Low uncertianity avoidance. Such societies do not welcome change. Hence
bangladeshi customers are more like to loyal customer to a global if marketing
is done right. Also minisos herbal products

5. Promotional campaign -
1) Customers are influenced to become members. Membership rewards them points with every purchase
which they can later use to get discounts. If they influence their friends and family to join MINISOs
community they get additional points.
Budget - 2.5lac(6 month)
Feasibility – 20points for every new member referrals. Reward system triggers positive response from
customers
2)The price and functionality of the products make them perfect gift items. MINISO cross matches data on
members who are related. They can then use their customers date of birth information to recommend gift
items or pre order them for their loved ones.
Budget – 50,000tk per month
Feasibility - Using the power of network effects goods are advertised in a targeted manner.
3) Sponsoring food festivals with MINISO kitchen products can lead to high brand exposure among married
female homemakers, a customer segment that make up 80% of all female population in this country.
Budget – 1lac(per event)
Feasibility – Each event exposes MINISOs products to around 500+ people of which 25% are expected to visit the store in
near future

6. Promotional campaign
4)Product placement for cosmetic products. Negotiating a deal with local popular vloggers, bloggers , makeup artists to
talk about MINISO products on their channel.
Budget – 3lac(6 months)
Feasibility – artists are piad by the minute. Their payament is billed against the number of minutes they talked about
MINISO products in their content.
5)Ads focused on the youthfulness of japanese citizens. Japanese are known for their youthful skin and high life
expectancy. promoting the “nature infused” aspect of minisos products can set itself apart from its competitors and
imitators.
Budget – 5lac.
Feasibility – targeting age groups of 50-65 years of age can cause growth of facewash, shampoo and sunscreen sales.
6)Ads focused on the guaranteed longivity of japanese technology. Japanese tech have been a part of Banglaeshi citizens
life for over 3 decades now. Social media marketing targeting tech savvy consumers and sponsoring music events can lead
to increased headphones and speaker sales.
Budget – 5lac
Feasibility – leveraging Japanese brand Toyota in the promotional campaign can yield fruitful results.

7. Promotional Campaign
7)Preorder product through polling. Members are given the opportunity to choose products from MINISOs landing page.
A monthly event is held where each of the unreleased product is brought to the outlets for customers to hold and test.
The most voted product is brought to the store the next month.
Budget – 30000tk per month
Feasibility – this will increase customer engagement and brand value.
8) Members purchase history data are also analysed to understand their behaviour and traits. SMS marketing can then be
used to target customers that are more likely to be influenced by discounts and new arrivals.
Budget – 20,000tk per month
Feasibility – investing is an analytics tool or hiring a firm to analyse data on a monthly basis can helper faster target
potential customers
9) Social media competitions on facebook and Instagram. Members are influenced to upload pictures on how they are
using MINISO products. Top 50 of the most creative ones will be rewarded points.
Budget - 12lac for boosting and prize money
Feasibility – Brand exposure and crowd engagement of upto 1000 users.

8. Execution timeline
May
Promoting kitchenware and utensils on the month of ramadan
Hashtag marketing theme - kitchenware
Cooking shows are sponsored with minisos kitchenware
Food festivals are sponsored with minisos kitchenware
June
Membership is influenced. Point reward feature is introduced
Memberships made through referrals are rewarded with points. Recurring event

9. Execution timeline
July
Long time members are suggested gift items for their loved ones
August
Members are asked to order product of their choice from the website.
Pre order polling events are held(recurring event)
Sept
Travel enthusiasts are introduced to long lasting electronics.
Jan
Stall placement at the trade fare.