The document summarizes the personal care and baby care markets in Bangladesh over a three year period from 2020-2023. It forecasts that the personal care market will grow at a 9% CAGR to reach 44.34 billion tk by 2023. The baby care market is expected to have a lower growth rate of 5.2% CAGR, reaching 12.34 billion tk in 2023. Placement and marketing expense targets are provided for both categories with the goal of increasing sales value and market share each year.

1. Personal care & Baby care
Market Forecast

2. Personal Care market size (approx.)
• Value: 34+ billion tk (yearly)
• CAGR: 9%
• 3 years forecast:
34.24
37.32
40.68
44.34
0
5
10
15
20
25
30
35
40
45
50
2020 2021 2022 2023
Personal Care (in billion tk)

3. Personal Care Target & Marketing Expense
• Placement target (1st yr):
• 10,000+ current high value outlets (Retail+WS),
additional 3000+ new channel outlets.
• Min 800 tk sales per outlets, in 1 frequency/week
(4x in a month)
• Value target: 499+ mill. (MS 1.34%)
• Marketing expense: 166.4 mill. (33%)
• Placement target (2nd yr):
• Value target: 698+ mill. (MS 1.72%)
• Marketing expense: 171 mill. (24%)
• Placement target (3rd yr):
• Value target: 978+ mill. (MS 2.21%)
• Marketing expense: 220.8 mill. (23%)
499.2
698.8
978.4
166.4 171 220.8
37.32
40.68
44.34
0
200
400
600
800
1000
1200
30
32
34
36
38
40
42
44
46
2021 2022 2023
Tgt Value (mill) Marketing Exp (mill) Mkt size (billion)
(1.34%)
(1.72%)
(2.21%)

4. Personal Care Marketing Activity Expense
40 39
44
6
8
16
24 24 24
0.8 0.8 0.8
36
60
72
8
14.4
24
9.6
12
24
4 4.8 6.4
8 8 9.6
30
60
72
166.4 171
220.8
-20
30
80
130
180
230
0
10
20
30
40
50
60
70
80
2021 2022 2023
Marketing Expense (mill)
TV Press Outdoor Digital Sampling Events & Activation Trade program POSM Outlet branding CP Total

5. Baby Care market size (approx.)
• Value: 10.5+ billion tk (yearly)
• CAGR: 5.2%
• 3 years forecast:
10.59
11.15
11.73
12.34
9.5
10
10.5
11
11.5
12
12.5
2020 2021 2022 2023
Baby Care (in billion tk)

6. Baby Care Target & Marketing Expense
• Placement target (1st yr):
• 3,000+ current high value outlets (Retail+WS),
additional 1000+ new channel outlets.
• Min 1000 tk sales per outlets, in 1 frequency/week
(4x in a month)
• Value target: 192 mill. (MS 1.72%)
• Marketing expense: 87 mill. (45%)
• Placement target (2nd yr):
• Value target: 240 mill. (MS 2.05%)
• Marketing expense: 86.2 mill. (36%)
• Placement target (3rd yr):
• Value target: 300 mill. (MS 2.43%)
• Marketing expense: 104.4 mill. (35%)
192
240
300
87 86.2
104.4
11.15
11.73
12.34
0
50
100
150
200
250
300
350
8
9
10
11
12
13
2021 2022 2023
Tgt Value (mill) Marketing Exp (mill) Mkt size (billion)
(1.72%)
(2.05%)
(2.43%)

7. Baby Care Marketing Activity Expense
33
31
36
4.8
8
9.6
12 12 12
0.4 0.4 0.4
9.6
12
14.4
6.4
9.6
12
6
7.2
12
0.8 1.2 1.6
4 4.8
6.4
10
14.4
24
87 86.2
104.4
0
20
40
60
80
100
0
5
10
15
20
25
30
35
40
2021 2022 2023
Marketing Expense (mill)
TV Press Outdoor Digital Sampling Events & Activation Trade program POSM Outlet branding CP Total