This document summarizes a business plan for Smiley Baby Gel, a producer of children's toothpaste. The plan outlines the company's products, vision, values, competitive advantages, industry analysis, goals, strategies, and financial requirements. Smiley Baby Gel produces natural toothpastes for children in three flavors. Their vision is to provide high-quality oral care products and be a leader in the industry. Their business strategies include differentiation through natural ingredients and a focus on the children's oral care market.

2. Presenters
Humaira Sadia
Nusrat Zahan
Faseeha Zabir
Farhana Islam Khan
Mahmuda Sarker

3. Company Name
Oral Care
Product
SMIley Baby Gel

4. Product
• Smiley Baby Gel Toothpaste
• Natural Ingredients
• Saves kids’ smile by protecting from cavity
• 3 different flavors- Chocolate, Fruitfill and
Coolmint

5. Vision and Mission Statement
• Vision
“To help people achieve optimum dental health by providing them the
opportunity of experiencing the best of all organic products. Good has
never been good enough for us, so we always keep trying to do better.
We strive to be the head of the industry and the heart of health”.
• Mission Statement
“To save a smile, we promise to consistently provide highest quality
support for healthy teeth.”

6. Values & Principles
• Values
 Have a responsibility to cultivate the best relationships possible
 Collective accountability to the company's beliefs, mission, destiny, and
performance goals.
 Competence is an essential means of sustaining values in a competitive
marketplace.
• Principles
 To serve and build relationships
 Provide meaningful work, fair compensation and safe working
environment
 Contribute to the society

7. • Competitive
Advantages
 Cost advantage
 Differentiated products
 New flavors (chocolate, fruitfill
and coolmint)
 Natural and harmless products
• Core Competencies
 Superior quality
 Innovative products
 Superior customer service
 Focus on oral products only

8. Sources of Competitive Advantage
• Usage of natural ingredients
• No usage of any harmful elements
• Eco-friendly products
• Focus on oral products only
• Proper customer need evaluation

9. Business & Industry Analysis
• Industry Background Overview
• Growth Rate and Trends of Toothpaste
Industry
• Key Success Factors
 Differentiated products
 Product Innovation Capability
 Strong Price-Value Relationship
 Quality

10. KSF Matrix
Key Success Factor Weighting My Business(Smiley
Gell)
Competitor(Meril)
Ratio(our
of 10)
Weight Ratio(
out of
10)
weight
Extensive
Distribution
0.2 4 0.8 7 2.4
Customer Focus 0.3 7 2.1 5 1.2
Economies of Scale 0.1 3 0.3 5 .6
Product Innovation 0.4 7 2.8 4 .7
1.0 21 6 21 .49

11. Company Goals and Objectives
• Operational Objectives
• Financial Objectives
• Marketing Objectives

12. Business Strategy
• Desired Image and Position in the Market
• SWOT Analysis

13. Business Strategy
• Competitive Strategy
1. Cost leadership
2. Differentiation
3. Focus

14. Business Strategy
• The five forces Model

15. Product and Service
• Product /Service Features
• Customer benefits
• Uniqueness
• Production process
• Future product /service offerings

16. Marketing Strategy
• Target Market
Focuses a niche – the kids’ oral care
Middle class people
• Customers’ Motive to Buy
Toothpaste free from harmful chemicals
Reasonable price

17. Marketing Strategy
• Growth of Market
In the Growth Stage
Customers getting aware of hygiene facts
Looking for differentiated products

18. Marketing Strategy
• Advertising/Promotion
 Media Used: Audio-visual, face-to-face, sales promotion
 Media Cost: Based on competitor’s cost
 Frequency of Use:
Campaigns- once a week for the first 3 months
TVC- During the popular cartoon shows
 Plan for Publicity:
School Campaigns
Amusement Park Campaigns
TV Commercials
Bill Boards
Print Media

19. Marketing Strategy
• Pricing
Cost Structure:
Competition Based- 50gm for Tk.70 and 100gm
for Tk. 120
Providing better quality and differentiated
products than the competitor

20. Marketing Strategy
• Distribution Strategy
Channels of Distribution:
Using two intermediaries to reach the
customers- the distributors and the retailers
3 distributors for each area
Sales Techniques and Incentives:
For Customers- Bundle Offer
For Retailers- Target Commission Offer
Specific Shelf for the Product

21. Competitor Analysis

22. SWOT Analysis of Meril
Toothpaste
• Strengths
• Weakness
• Opportunities
• Threats

23. Potential Competitors
• SMILY Baby Toothpaste makes a list of their
potential competitors in oral industry

24. Financial Strategy
• Capital Requirement
• Sources of Capital
• Capital Structure
• Profitability