East West University, Dhaka, Bangladesh

1. Miracle Activated Charcoal
Cleansing Bar
Try the of Charcoal

2. Charcoal & Beauty?

3. Safe & Harmless
Trendy & Unique
Deep Cleansing Without Drying
For All Skin Types

4. Pest Analysis
Political Economic
 Government is based on democracy and stable at
present.
 Freedom of press, rule of law and levels of bureaucracy
and
corruption are now in moderate level to operate
business.
 Social and employment legislation is very good.
 Tax policy, and trade and tariff controls are in favor of
doing business in the selected industry.
 Environmental and consumer-protection legislation are
not in good perception.
 Current and project economic growth, inflation and
interest rates are very good in Bangladesh for doing
business.
 Unemployment is quite high and labor supply can be
extensive for such manufacturing plant.
 Labor costs are lower than of other countries.
 Levels of disposable income and income distribution are
now increasing.
 Impact of globalization can be a prime factor here.
 Impact of technological or other changes on the
economy is beneficial at present.
 Economic environment is booming.

5. Socio-cultural Technological
 Population growth rate is now stable.
 Population health, education and social mobility, and
attitudes to
these are positive.
 Population employment patterns, job market freedom
and attitudes
to work are favorable for doing business.
 Press attitudes, public opinion, social attitudes are in
favor now a days.
 Lifestyle choices and attitudes to these are in positive
sign.
 Socio-Cultural changes create vast impact on business
environment.
 Impact of emerging technologies is very effective.
 Impact of Internet, reduction in communications costs
and
increased remote working make the business more
favorable.
 Research and Development activity are now
 Technology can be transferable.
Pest Analysis

6. SWOT Analysis
SWOT matrix Competitive advantage Institutional advantage
Internal Factors Strengths:
 Mid ranged competitive pricing
 Positive balance between image and affordability to ensure its
leading position in terms of value for money in the low
segment.
 It is with natural ingredients is safe to use.
 Significant presence with technological advancement.
 Dedicated research and development team which work
towards product development.
 Strong brand presence by promotion and distribution media.
Opportunities:
 Expansion in Bangladesh as well as global market.
 To bring out product for economy class.
 Technological advancement has more opportunities in near
future for product development.
Weaknesses:
 Brand present in rural market but
little bit expensive for them.
 Little gap between fulfilling the
demand and supply.
Threats
 Popularity of other brands in the
same market.
 High consumer brand switching for
the FMCG products.
 Emerging local market in terms of
technological advancement.
External Factors

7. Category Analysis

9. Competitor Analysis

10. Lux Uniliver Mid Price-High Quality
Sandalina Sandal Soap Kohinoor Chemicals Mid Price-Moderate Quality
Lifebuoy Uniliver Mid Price-High Qulaity
Keya Super Beauty Soap Keya Cosmetics Low Price-Moderate Quality
Dettol Antiseptic Soap Dettol Mid Price-Mid Quality
Dove Beauty Bar Uniliver High Price-High Quality

11. Target Market Analysis for
“Miracle Activated
Charcoal Cleansing Bar”

12. Segmentation
Geographic DHAKA & CHITTAGONG
Psychographic Middle class, Higher Middle Class, Higher Class

13. Segmentation
Demographic
Female & Male
Teenager, YA, Adult
Middle, Higher-Middle, High
Gender
Age
Income

14. Segmentation
Behavioral
• Consumers who spend a notable amount of time outdoors (exposed to sun).
• Consumers who do not have much time to go to beauty salon.
• Consumers who have skin issues.
• Consumers who are beauty and health conscious.

15. Target Market
Age Location Status Earning Group
13 to below 40 Dhaka &
Chittagong
Upper, Upper middle,
Middle class
Moderate to High
income group

16. Positioning Strategy

17. Positioning Strategy
Utilities
• Removes toxins and impurities from skin
• Reduce the instances of acne
• No harmful chemicals
• Improves skin condition
• Fast results
• Organic ingredients

18. Positioning Strategy
Benefits
• Beautiful skin
• Balances the PH level of skin
• Brings back youthful glow
• Good for face and whole body
• Does not easily dissolve due to firmness
• Lasts a long time

19. Positioning Strategy
Brand
Experience
Achieving the skin goal by adding charcoal in
your beauty routine, which you never thought
you needed.

20. Positioning Strategy
Differentiatin
g Attribute
via “How it’s made”

21. Key Positioning Strategies
Differentiate via “how it’s made”
Focus on the unique ingredient
Harmless and organic product

22. Brand
Development

23. Brand Development
Brand Name: Miracle Activated Charcoal Cleansing Bar
Brand Logo:

24. Brand Development
Brand Slogan: “Try the Miracle of Charcoal”
Packaging:

25. Brand Development
Pricing:
Moderate
Price
High
Quality

26. Brand Elements Mix & Match:
Brand Elements Name Colour Logo Slogan Packaging
Memorability
Meaningfulness
Likeability
Transferability
Adaptability

27. Secondary Brand Leveraging
Associations
Sponsoring
Events

28. Secondary Brand Leveraging
Associations
Celebrity
Endorsement