The document summarizes a marketing plan for a new haircare product called "Colourswap" created by a student group. The product is a shampoo aimed at reducing hair damage from hair dyeing. The summary includes an analysis of competitors, target demographics, positioning, features and benefits, and a full advertising and promotional plan including budgets for television, newspaper, supplements, radio, billboards, and overall monthly budget. The conclusion mentions plans to expand the product line and sales nationwide.

1. Team ABC
GROUP MEMBERS
NAMES ID
FARZANA ISLAM 1510419030
GAZI ZAHIDUL ISLAM 1431143030
ZANNATUL MAOWA KHAN 1420771030
TASNIM HASAN 1421090030
MD. KHALID HASSAN 1311190630
SALMA AKTER BRISHTI 1520223031
ASIF AHMED 1510229030

2. Introduction:
▪ COLOURING THE HAIR IS IN TREND NOW
▪ PEOPLE ARE SUFFERING FROM HAIR DAMAGE DUE TO APPLYING
COLOURS IN THEIR HAIR.
▪ WE HAVE DONE A SURVEY WHERE WE HAVE FOUND OUT THAT
THERE IS A NEED IN THE MARKET WHERE PEOPLE DEMANDED A
SHAMPOO WHICH CAN REDUCE THEIR HAIR DAMAGE FROM
APPLYING COLOURS.
▪ THIS IS FROM WHERE WE GET THE IDEA TO COME UP WITH OUR
PRODUCT, SO THAT PEOPLE CAN DYE THEIR HAIR ANYTIME THEY
WANT, TO GO WITH THE TREND.

3. Our Product
TAG LINE: LIVE WITH STYLE
NAME : COLOURSWAP
PRICE: 350ML BOTTLE- 650TK
500ML BOTTLE: 950TK

4. Competitor Analysis
Our most common competitors are Dove, Tresemme, Loreal, Pantene and Sunsilk.
Dove TRESemme Pantene
Bottle size:340ml
Price: 430tk
Bottle size: 500ml
Price: 650tk
Bottle size: 340ml
Price: 325tk
Bottle size: 400ml
Price: 620tk
Bottle size:350ml
Price: 320tk
Bottle size:650ml
Price: 680tk

5. Competitor Analysis
• ALL THESE ARE FOUND IN DIFFERENT DEPARTMENTAL STORES,
DRUG HOUSES AND ONLINE STORES.
• OUR COMPETITORS ARE OFFERING SHAMPOO AND
CONDITIONERS.
Loreal Sunsilk
Bottle size:200ml
Price: 450tk
Bottle size:400ml
Price: 620tk
Bottle size:340ml
Price: 570tk
Bottle size: 400ml
Price: 740tk

6. Targeting Line
Demography:
Gender- FEMALE
Age- 18-35
Income- 20K & above
Geography:
Dhaka
Chittagong
Sylhet
Rajshahi
Barisal
Khulna

7. Targeting Line
Psychography (SEC)
A : Upper class people
B : Middle class

8. USP
THE BEST SOLUTION TO
CONTROL DAMAGE AFTER
DYEING THE HAIR.

9. Positioning:
ATTRIBUTE STRATEGY

10. Features and Benefits:
▪ FREE OF FRIZZES AND HAIR DAMAGE CAUSED DUE TO
COLOURING THE HAIR.
▪ LONG LASTING COLOURFUL HAIR.
▪ MAINTAINS MOISTURE IN THE HAIR.
▪ REDUCES HAIR DAMAGE DUE TO APPLYING COLOUR IN
THE HAIR.
MAKES HAIR SILKY AND SHINY.
▪ PEOPLE WILL BE ABLE TO GO WITH THE TREND.

11. Product Placements

12. Online And Other Placement

13. Big Idea
GO WITH TREND

14. Advertising Appeal
RATIONAL APPEAL

15. Promotional Tools

16. Execution style:
▶ SLICE OF LIFE
▶ STRAIGHT SELL

17. Billboard Headline
GO WITH TREND

18. MEDIA STRATEGY
TV CHANNELS

19. Frequency: 5 times a day
Scheduling: Continuity
Prime Time: 5pm to 1am

20. NEWSPAPER
SUPPLEMENTS
RADIO

21. Newspaper: 3rd page(front inner page) ; 12”
Supplements: 3rd page(front inner page); 4” and Back
page ; 12”.
Radio: ALL DAY

22. Billboard
▶ Shantinagor Mor – 1 month
▶ Panthopath – 1 month
▶ Uttara (in front of airport) – 1 month
▶ Gulshan – 1 month

23. Client Brief
▶ Reason for contacting
▶ Launching new product
▶ What to achieve
▶ Customers trail of our product
▶ Campaign Objective
▶ Informing about product
▶ Target Customers
▶ Female between 18 to 35
▶ Customer Insights
▶ Colored hair damage solution
▶ Describing Brand
▶ Go with trend with no damaged hair

24. Client Brief
▶ Single Most Important Thing
▶ Complete knowledge of product
▶ Anything in Particular
▶ Talking about the benefit
▶ Absolutely Mandatory
▶ Showing clinically prove
▶ Deliverable
▶ Big idea, creative idea along with
the whole ad procedures in details
▶ Campaign Budget
▶ Tk. 24,824,500

25. Budget
▶ Television Budget
▶ Newspaper Budget
Television
Channels
Frequency
(Number of
times a day)
Rates Number of days Total
NTV 5 16,500 30 24,75,000
SA TV 5 10,500 30 15,75,000
Channel i 5 19,200 30 28,80,000
RTV 5 14,300 30 21,45,000
ATN 5 9,500 30 14,25,000
Grand Total 1,05,00,000
Newspaper
Companies
Rates Inches Number of
days
Total
Daily Star 4,500 12” 30 16,20,000
Dhaka Tribune 6,000 12” 30 21,60,000
Prothom Alo 16,000 12” 30 57,60,000
Ittefaq 9,000 12” 30 32,40,000
Grand Total 1,27,80,000

26. Budget
▶ Supplement Budget
▶ Radio Commercial Budget
Supplement Rates Inches Number of
days
Total
Daily Star
Lifestyle
(Once a week)
4,500 (Front-
Inner page)
4” 4 72,000
5,500 (Back
page)
12” 4 2,64,000
Avenue T
(Once a week)
(Front-Inner
Page)
4” 4 50,000
(Back Page) 12” 4 60,000
Naksha 10,000
(Front-Inner
Page)
4” 4 1,60,000
11,000
(Back Page)
12” 4 5,28,000
Grand Total 11,34,000
Radio Station Rates Number of days Total
Radio Foorti
(Prime Time)
2000 30 60,000
Radio Today
(Prime Time)
1300 30 39,000
Grand Total 99,000

27. Budget
▶ Billboard Budget
▶ Grand total for billboard: 311,500tk
▶ Total Budget for 1 month:
▶ 24,824,500 taka.
Place Size Duration Rent
Shantinagar Mor 20/9ft 1 Month 47,500tk
Panthapath (Infront of
Bashundhara City)
16/7ft 1 Month 76,000tk
Uttara (Infront of Airport) 20/8ft 1 Month 64,000tk
Gulshan 20/9ft 1 Month 1,24,000tk

28. Conclusion:
 In Future we are planning to offer “Colourswap” conditioner to our
customers.
 We will expand our sales all over the nation as far as possible and
compete with the existing brands in order to survive in the market and
offer people with the best product they prefer.

29. Story Board

30. Thank You!