1) E X Redorent is a proposed deodorant product launch by Redolence Pvt. Ltd., a startup with 5 partners and initial investment of 25 crores. 2) The deodorant would be offered in men's and women's scents in a single 180ml bottle. It would target urban Bangladeshis aged 20-50 and be priced at Tk 299. 3) The marketing plan includes distribution through retailers and supermarkets in major cities. Advertising will utilize newspapers, magazines, social media, television and billboards. The estimated annual marketing budget is Tk 2267417.40.

1. Efforts by:- M.M Ferdahous Hossen
Product Launch
E X

4. For Him
For Her

5. Redorent
Keep Your FreshnessKeep Your Freshness

6. Feel Younger Stay Fresh

7. After UseBefore Use

8. Overview
•E X Redorent is a deodorant
product under a hypothetical
start-up – Redolence Pvt. Ltd.
• Partnership basis- 5 Partners
•Initial investment is 25 crores

9. Witch Hazel-Based Deodorant Spray
* ½ cup (180ml) witch hazel(instead of Alcohol)
* ¼ cup (85 g) aloe vera gel
* ¼ teaspoon (1.75 g) baking soda
* 10 drops clary sage essential oil
* 2 drops rose essential oil
* 2 drops jasmine essential oil
* Water
Ingrediants (per bottol)

11. STRENGTH:
 2 focused ranges for men and women.
 Incredible humidity absorption
capacity.
 High differentiation factor due to
factors like humidity absorption, dual
fragrances in single pack.
 Good distribution, promotions, and
campaigns for luring customers.
WEAKNESS:
 Only an urban market phenomenon.
 Deodorants market is highly
competitive and hence limited scope
to increase market share.
OPPORTUNITY:
 Expand in more varieties to make
presence felt.
 Eventually tie up with hotel chains and
large organizations.
THREATS:
 Deodorants sales are seasonal.
 Competition from Premium segment
deodorants like axe, Garnier, set wet
etc.
 Customer retention difficult.

12. SEGMENTATION
TARGETING
POSITIONING

13. Geographic
Bangladeshi
Urban
people
Demographic
Middle aged
Male/Female
Middle to high
income group
Both Working
Professionals &
Nonprofessionals
PSYCHOGRAPHIC
Attitude and belief
People who prefer to
use deodorants and
those who do not

14. MEN WOMEN

15. “We offer 48 hours antiperspirant deodorants
for catering to the needs of working professionals,
aged between 20 to 50 years.”

17. Competitorsreview

18. Unilever We will defeat you

19. PRODUCT
 Our product would be
offered in 180 ml pack
 It will be available in two
packs.
 The design of the product
would be attractive.
 The U.S.P. of our product
“E X Redorent” would be
that, it will be offered as a
deodorant, with two
fragrances in one bottle.
 SkyBlue cap for men and
Purple cap for women.

20. PRICE
The deodorant would be introduced in the market at a
price of Tk 299.
A margin of 10% would be kept for the wholesalers
and a margin of 25% would be kept for the retailers.

21. • Our product “E X Redorent” would be
launched in the national market.
• It will be available in every major city of
Bangladesh. We will sell our product at retail
outlets, supermarkets, apparel stores.

22. MANUFACTURER WHOLESALER RETAILER CUSTOMER
 We will be distributing our product via supermarkets in the
country like Shwapno, Meena Bazar, Almas Super Shop, Agora etc.
 We would also use traditional channel i.e. unorganised stores. Our
distribution channel length would two level distribution that will
include manufacturer, wholesaler, retailer, customer
CHANNELS OF DISTRIBUTION
.

23. CHANNEL MEMBERS
.
To get adequate shelf space in the stores we would
provide some discounts to channel members. Initially we
would keep our margins low and allow more margins to
the channel members

24.  Our packaging would be attractive and the bottle
would be made of metal.
 we would be printing a health tips for keeping skin
healthy on each bottle that we will be produced.
 We will also be providing sample deodorants for trial
purpose but that would be done only in selected
stores.

25. Newspapers
Magazine
Social networking sites
Radio
Television
Internet ( Social Networking Sites)
Brouchers
Bill boards
Promotional Events

28. Research Costs Total 378002.00
Communications Costs Total 641250.00
Networking Costs Total 6350.00
Promotions Costs Total 557500.00
Advertising Costs Total 369100.00
Public Relations Costs Total 160000.00
Meal Costs Subtotal 37950.00
List Service Costs Subtotal 77700.00
Audio/Visual Services Subtotal 17870.40
Additional Costs Subtotal 21695.00
ESTIMATED MARKETING GRAND 2267417.40
BUDGET PLAN (in Tk.)

29. BREAK EVEN
ANALYSIS
UNIT COST PRICE = Tk. 180
Selling price Tk. 180.00
Less :Variable cost @ 60% Tk. 108.00
Contribution Tk. 72.00
BEP (in Units) = Fixed Cost / Contribution per unit
BEP (in Units) = 13,88,889 units
BEP (in Tk.) = Fixed Cost * Selling Price
BEP (in Tk.) = Tk.25,00,00,000

30. MARK UP PRICE
Market Suggested Retailer Price Tk.180.00
Retailers Mark Up Price (25%) Tk.45.00
Wholesaler Price Tk.135.00
Manufacturers Mark Up Price (10%) Tk.14.00
Manufacturers Cost Tk.121.00
Total Investment = Tk.25, 00, 00,000
Total Production in One Year = 10, 00,000 Units
Fixed Cost = 40% of Investment = Tk.10, 00, 00,000

31. In case the product fails in the market , then we
would come up with new product that will target
youths. We will reposition our product and some
alteration will be made in its composition. we will
use the fixed facilities that we already have.

32. Single
Segment
Targeting
Other
Segment
Diversifying
Worldwide
World’s
Market Leader