This slide was made for the presentation of MKT344 (Consumer Behavior). Where it shows a newly lunched product's information.

1. -ডাবেই শান্তি
DABER PANI

2. Product details
Daber Pani
A refreshment drink flavored with extracts of green coconut.
Focused on good quality and packaging
We pan to have two bottle sizes :
 1. 250 ml for price taka 30
 2. 500 ml for price taka 50

3. Segmentation
GeographicSegmentation
willsellourproductthroughoutthe
wholecountry.
DemographicSegmentation
Age: 5 to 60 years
Sex: Both male and female
Income: All income group
Occupation: All occupational
group
Psychographic Segmentation
lower to upper
Behavioral segmentation
Usage based behavioral segmentation.
Benefit segmentation.

4. Targeting strategy
The product will be offered for health conscious people.
The product will be offered in two sized bottles.
Differentiated Strategy

5. Needs of Consumers
Hydrate thirsty people more faster than water.
Restore electrolytes in a delicious taste.
richinvitaminsandminerals.
Innate Need

6.  Prevent kidney-
stones, heart disease.
 Reduce blood
pressure
 Anti-aging treatment
 protect the consumers
from sunstrokes.
Types of Goals
 Fulfill customers
thirst.
 Make customers
satisfied
 Make profit out of the
business
Approach Avoidance

7. Types of Direction Motive
Makes attractive
product to the
customer
Positive Direction Negative Direction
 If we face any kind
of problem work on
that problem and
try to solve.

8. Kind of Motive
Customer set there goals based on size weight
price etc. and we want to fulfilled there goal.
Rational Motive

9. The appropriate Maslow's Need
Hierarchy
Our product can be fulfill physiological need
Physiological

10. The Category of Murray's list of
Psychogenic Need
Retention
we want to keep our
customer, in order to
they cannot switch to
another brand.
Acquiring Thing
We acquiring our
sense of calm in
crisis through
experience.

11. Applying Adler’s Neo Freudian
Theory
Our product is 100% pure biological or physical
need for consumers. That’s why it does not fall
under any category of Adler’s social tasks.

12. Traits we Expect Our Consumers
to Have
Exploratory purchase behavior
Vicarious exploration
Variety Novelty Seeking

13. Brand Personality
The product focuses on quality.
The product is reliable.
Expiry date of three months
from manufactured date.
Competence personality

14. Color of Logo and All About It
Light green.
Green gives a natural and easy going vibe.
Green is associated with natural and easy going vibe
Sets a positive mind set on consumers mind
Green is also associated with fruits and vegetables
Color of logo

15. The Motivation to Buy our product
As we are launching a new product in the market in a different way, we
are targeting and motivating our customers to buy this new product.
So we figure out some facts that can help a customer to buy the product.
 The outlook of the product and the packing we are doing it.
 Quality ensure for the product.
 Attractive and taste addictive.
 Health conscious for everybody.

16. What Will Help to Cue to Consumers
As our product will be new in the market but
we have do something for customers that they
can know our product with a full information.
we figure out that these will be the most
easiest way to connect with our customers.
 Print Media.
 Advertisement in TV.
 Billboards and pestering.
 The review from the people who drank our drink.

17. Reinforcement For The Consumers
 Random offers in Random times.
 Gift Vouchers and discount will be provided
randomly from the bottle cap after winning it.
 Special Ramadan offer.
 Offer during Pahela Baishakh.

18. Reinforcement Schedule
Random
Not In Regular Basis

19. Classical Conditioning Learning
Repetition
Print
Media
TV Ads Billboard

20. Sample Distribution
Instrumental Conditioning Learning
College University
Health Care
Center
Gym

21. Vicarious Learning
Feedback Facebook ReviewsWord of Mouth

22. Expecting Loyalty
Premium Inertia
High Attachment
High Repeat Purchase
No Emotional Attachment
Purchase by habit

23. Tri component Attitude For Advertising
Conative Component
our product is new so
are using this tagline
“Dabei shanti, try it !”
to create action in
consumers mind
Cognitive Component
We are using rational
aspect of coconut
water for applying
cognitive component.

24. Function of Attitude
Utilitarian
Coconut water fulfill
water thirst
Value Expressive
Targeting health
conscious people
presenting the
health benefit of
coconut water

26. Reference Group
For the product “Daber pani” the “common man” reference
group appeal will be applicable.
Common man

27. Stages of Traditional Family Life Cycle
For our product most of the consumers will belong to
all five stages of traditional family life cycle
 Bachelorhood
 Honeymooners
 Parenthood
 Post parenthood
 Dissolution

28. Market Expend Issue
In Foreign Country
There will be no issue if we expend our
business to some other countries but the
condition is the foreign countries weather
must be hot and humid similar to our
country (Bangladesh)

29. Level of Consumer Decision Making
Routinized response behavior
Many people know about the usage of
the ‘Daber pani’ so they will purchase
our product in their daily life when
ever they think about refreshment.
Extensive problem solving
Giving proper and sufficient
information to our TG so that
they can have knowledge
about the product and take
action by purchasing it.