A mock up marketing plan for a new competitor in the men's skincare market in Bangladesh. It includes the assessment of the current industry, product attributes and pricing, the integrated marketing communication plans and required feasibility checks and estimates.

2. THE MODERN MAN

3. THE MODERN MAN

4. Face wash Moisturizing
lotion
Shaving gelSHOWER GEL

5. THE MODERN MAN
Income class: Middle
Average income: 60k-90k
Education level: school
graduate
Interest in beauty
products: Minimal
Income class: upper-Middle
Average income: 120k-190k
Education level:
university graduate
Interest in beauty
products: significant
Age group: 15-45 Age group: 22-30

6. Operating in a clearly-defined market
PRODUCT ATTRIBUTES MATCH
INTERNATIONAL QUALITY COMPETITOR
COMPETITIVE PRICE
Mass-Market STRATEGY FOR A MOSTLY
UNTAPPED MARKET
NO BRAND EQUITY
LACK OF MAJOR PRODUCT PATENTS
POPULATION LARGELY UNAWARE OF
BENEFITS OF SKINCARE PRODUCTS
OPTION OF EXTENDING THE PRODUCT
LINE
INTRODUCING NEW RANGE OF
PRODUCTS
LOWER TARIFF RESULTING IN CHEAPER
IMPORTED PRODUCTS
LOCAL RIVAL WITH A CHEAPER PRODUCT

7. 45% 15% 20%15% 5%

8. ESSENTIALS

9. Face wash Moisturizing
lotion
Shaving gelSHOWER GEL
BDT 200
BDT 200BDT 250
BDT 250
ESSENTIALS

10. EXCLUSIVES

11. EXCLUSIVES
BUNDLED PACKAGE
LIMITED AVAILABLITY ONLY

12. EXPERIENCE

13. TV COMMERCIAL
MAN USES PRODUCTS IN THE MORNING
DOES HIS DAILY ACTIVITIES
CONFIDENTLY
MAN USES PRODUCTS IN THE NIGHT

14. RADIO COMMERCIAL
WANT TO BE CONFIDENT AND MODERN?
USE

15. BILLBOARD

16. AFFILIATIONS

17. BANGLADESH’ S PREMIER
Only place to get a
Home delivery
Event invites
Free samples
EXCLUSIVITY
parties

18. MAIN SOURCE OF BRANDING
ENGAGING CONTENT
TUTORIALS
TIPS
SHADOW BLOGS
GOOD REVIEWS
PUBLICITYREDIRECT TO WEBSITE

19. January february march april may june
july august september october november december

20. Young
talented
Full of potential
Room to grow

21. ALL ROUNDER,
BANGLADESH CRICKET TEAM

22. SINGER/ MUSICIAN

23. CEO
MAGNITO DIGITAL

24. Personification
Essence
Benefit
Attributes
Trend setter
Trusted, active
healthy, Open minded, Modern
Assurance for their Individual
Grooming & assurance of No harmful chemical
Provides me the best skin care throughout the day
State of the art technology to produce of skin nourishment product and keep healthy skin.
And Distinctive Brand Flavour
Driving Belief

25. EXCLUSIVE
INSPIRATION GROUP
2 Brand
strategy
Assure brand promises
are delivered
Drive & explore all
alterative distribution
channel
New product
development /
innovation
Drive volume growth
Awareness / trial generation
New product initiative
Distribution reach

26. BUDGET REACH
ONLINE PRESENCE
TV and RADIO
PRINT AND BILLBOARDS
EVENTS AND ACTIVATIONS
OFFLINE BRANDING
65,62,000
7,700,000
36,000,000
10,510,000
1,50,00,000
60,772,000TOTAL
4,343,000
442,500,000
1,551,250
300,000
58,735,800
507,430,050

27. 0.11

28. Quantity sold in 2016
Revenue total
Quantity sold in 2017
Revenue total
830,000
187,000,000
929,600
209,440,000
2,000
50,00,000
4,000
1,12,00,000