The document provides an overview of Dabur's plans to launch a hand sanitizer product in Bangladesh. It analyzes the competitive landscape and identifies Dabur's lack of presence in the hygiene category as the core issue. The marketing strategy involves segmenting customers based on brand loyalty and geography. Dabur will target shifting and switching urban customers, positioning the product as the most affordable option with coconut milk benefits. A three-phase action plan is outlined to generate awareness, leads, and customer acquisition/retention through various advertising channels.

1. ROUND 2
INCEPTION OF A BRAND IN
THE NEW NORMAL
TEAM RAMEN

2. COMPANY OVERVIEW
S O S T A C
BRAND OVERVIEW
• Renowned across different product
lines
• 20+ products and 60+ SKUs
• Vast network of distributors
PRODUCT OVERVIEW
• First product in the hygiene
category
• Affordable price for the mass
consumers
• 99.99% efficiency

3. COMPANY OVERVIEW
SWOT ANALYSIS
THREAT
• Established players in the market
with a diverse hygiene portfolio
• Inconsistent customer loyalty in
the liquid hand wash market
WEAKNESS
• Unestablished portfolio of hygiene
products
• Market leader in only one product
line (Dabur Honey)
OPPORTUNITY
• Capitalizing on the current
increase in demand for hygiene
products
• Recognition as an herbal and
ayurvedic brand
STRENGTH
• Established portfolio of care
products
• Established brand name and
identity
• Vast network of distributors
S O S T A C

4. MARKET OVERVIEW
POLITICAL
• The use of hygiene products is pushed by the government as
well as health experts considering the outbreak of coronavirus
ECONOMIC
• Hygiene products worth BDT 5000 crore was sold
• Coronavirus has boosted the sales of hygiene products
SOCIAL
• People are more aware about the importance of hygiene and
concerned about their health since the outbreak of coronavirus
TECHNOLOGICAL
• E-commerce and f-commerce are becoming more popular
• Brands are creating own platforms for online sales
Bargaining Power of Suppliers
LOW
Bargaining Power of Buyers
HIGH
Threat of Substitutes
HIGH
Threat of New Entrants
MOD.
PORTER’S FIVE FORCES
Competitive Rivalry
HIGH
The outbreak of
coronavirus has made
people more aware
about hygiene.
Highly competitive
market with many
established players
Market size of 400
crore with potential to
grow multiple folds in
the upcoming years
S O S T A C

5. Lifebuoy
Savlon
Dettol
Sepnil
77%
9%
6%
<6%
MARKET SHARE
170 ml at Tk.60/=
200 ml at Tk.55/=
170 ml at Tk.65/=
180 ml at Tk.55/=
লাইফবয় যেখানে স্বাস্থ্য যখখানে
জীবাণুমুক্ত প্রতিতিে
Be 100% sure
Stops Germs
PRICE TAGLINE
COMPETITOR ANALYSIS
All players focuses on health in
their campaigns.
Most of the campaigns are
focused on the urban areas.
S O S T A C

6. PROBLEM IDENTIFICATION
Customers perceive
the products to be
similar with equal
utility.
Existing players are
well-established with
competitive prices.
People do not
associate Dabur with
the hygiene category
of products.
S O S T A C

7. S O S T A C
CORE ISSUE
UNESTABLISHED BRAND
PORTFOLIO IN A MATURE MARKET OF
HYGIENE PRODUCTS

8. TARGETS
SELL
maintaining higher rates
of conversion from leads
to sales through targeted
distributions,
SPEAK
Personifying the brand
with effective
communication from the
activation and
awareness campaigns
SERVE
Ensuring the availability
of the products across all
channels with the best
value of money
SAVE
Establishing an effective
intensive distribution
with specific targeting to
prevent strains on funds
for promotional activities
SIZZLE
Communicating the
natural benefits of
coconut milk to prevent
users from having
wrinkled hands!
S O S T A C

9. MARKETING STP
SEGMENTATION
Hardcore Loyals
Split Loyals
Shifting Loyals
Switchers
Brand Loyalty
Addresses diverse utility (The Shifting
Loyals) and better bargains (The Switchers)
in this mature product market
Geographic
Urban
Semi-Urban
Rural
Addresses the varying levels of demand
S O S T A C

10. MARKETING STP
TARGETING AND POSITIONING
Shifting Loyals and
Switchers living in
Urban Areas
Primary Target Market
POSITIONING:
Offering the benefits of coconut milk
along with protection from germs at
the best possible bargain
Individuals living in
Semi-Urban Areas
Secondary Target Market
POSITIONING:
The most affordable price for the best
hygiene
S O S T A C

11. CUSTOMER EMPATHY MAP
WHAT DO THEY THINK AND
FEEL?
PAINS
Preventing
infections from the
coronavirus
Hands become
wrinkled and
rough because of
continuous
washing
GAINS
Being able to kill
99.99% of all
germs
Benefits of
coconut milk keeps
skin soft and
wrinkle-free
GOAL
WHO ARE THEY EMPATHIZING WITH?
Doctors, job holders, shoppers and other
people who must go out in the time of Covid-
19 pandemic
WHAT DO THEY NEED
People want to be protected from the virus.
They need to spontaneously use hand wash
after reaching their destination and before
eating.
WHAT DO THEY DO?
• Improved hygiene practices, especially hand-washing,
sanitizing and using masks
• Specific hygiene practices turning into norms, like
washing hands when someone enters a house
WHAT DO THEY SEE?
• Increased use of hygiene products
• Awareness campaigns by government, non-
government and business entities
• Celebrity endorsements for awareness about
hygiene products
WHAT DO THEY SAY?
• They say: "সাবান দিয়ে ভায া কযে হাত ধুযত
হযব।“
• We want them to say:
"Dabur Sanitize দিয়ে হাত ধুয ববদি ববদি হাত
ধু়োে পেও হাত থাকযব জীবাণুমুক্ত ও নেম।"
WHAT DO THEY HEAR?
• Importance of properly washing hands
before and after doing anything
• Messages from the competitor brands
telling them the same thing that “our brand
kills germs” which ultimately becomes noise
that is difficult to differentiate
S O S T A C

12. CONSUMER INSIGHTS
S O S T A C
CONSUMER PSYCHOLOGY
Increasing hygiene consciousness and
inclination to wash hands more frequently
CONSUMER EMPATHY
Increasing anxiety about protection from
the deadly coronavirus
People was their hands more frequently now than
they did before to protect themselves and others from
the coronavirus

13. CATEGORY INSIGHTS
S O S T A C
POINT OF PARITY
Protection from germs
POINT OF DIFFERENCE
Natural ingredient coconut milk that is
beneficial for the skin
BRAND INSIGHT
99.9% protection from germs and softer hands after
every wash
56%
38%
7% 1%
Kills 99% Germs
Natural Ingredients
Price
Packaging
1st
Priority
26%
62%
9%
3%
Kills 99% Germs
Natural Ingredients
Price
Packaging
2nd
Priority

14. S O S T A C
THE BIGIDEA
HEALTHIER HANDS, FOR A
BETTER BANGLADESH.

15. S O S T A C
BRAND TAGLINE
For Safer and Softer Hands.

16. BRAND PERSONALITY
S O S T A C
VISION
VALUES
MISSION
BRAND MISSION
To provide naturally made hygiene products for 100% health,
safety and care of the consumers.
BRAND VALUES
SAFER I RELIABLE I NATURAL
BRAND VISION
To become the most trusted and common household name in
the hygiene product market.

17. BRAND PERSONALITY
S O S T A C
COMPETENCE
SUCCESSFUL
Successful in providing protection against 99.9%
germs
SMART
Smartly incorporates natural and herbal benefits
with the core value of hygiene products
RELIABLE
A reliable name for households
BRAND VISUAL IDENTITY
OLIVE GREEN
Creates a sense of naturally and herbal made products
WHITE
White as a base blends the other brand colors and leaves
a soothing reliability effect
LIGHT BLUE SKY
Gives off a sense of protection against germs and viruses
BRAND ARCHETYPE
CAREGIVER,
A PROTECTOR OF YOUR FAMILY

18. RESOURCING AND DISTRIBUTION
Semi-Urban Shops
Selling through the semi-urban shops, especially around
the ‘Bazar’ area will be the main source of distribution to
the secondary TG.
Urban Shops (General Stores)
Selling the products through the urban shops will help to
reach out to the mass. Providing extra benefits to the
vendors will also help to optimize the prospects.
Urban Super Shops
Selling the products in urban super shops will help to
increased the perceived value and visibility of brands. It will
also be the focus for future care packages.
Online Shops
Selling the products online will help to tap into the growing
trend of online shopping and help to reach out to the
primary TG in a more convenient way.
Factory Distribution
Warehouse
S O S T A C

19. ACTION PLAN: THE SALES FUNNEL
AWARENESS AND TRAFFIC
This phase will include online campaigns to create awareness about
the brand and generate traffic with the offline activation part of the
campaign.
LEAD GENERATION
This phase will focus on converting the awareness to generate leads.
TVCs will be aired, along with social media posts to promote USPs .
Doctor accreditation and super shop visibility will be other highlights
of this phase.
ACQUISITION AND RETENTION
This phase will focus on introducing care packages to retain
customers and boost the sales. An engagement campaign will
introduce the care packages. Social media posts and pushed
messages will continue.
AWARENESS AND TRAFFIC
LEAD GENERATION
ACQUISITION AND
RETENTION
S O S T A C

20. ACTION PLAN
S O S T A C
PHASE 1:
AWARENESS AND
TRAFFIC
SANITIZE STATIONS
Increases top of the mind awareness and provides first-
hand experience to potential customers.
TVC/ OVC
Increases the visibility of the product and creates a sense of
reliability.
SOCIAL MEDIA PROMOTION
Helps to establish the USPs of the product in the minds of
the potential customer and pushes them to buy the product
CELEBRITY ENDORSEMENT
Helps to reach an extended portion of the TG.

21. ACTION PLAN
S O S T A C
PHASE 2:
LEAD GENERATION
IN-STORE VISIBILITY AND BANNERS
Increases the visibility of the product and prompts the sales
of the products for both TGs
DOCTOR ACCREDITATION
Increases the reliability of the product and the brand.
SOCIAL MEDIA PROMOTION
Helps to establish the USPs of the product in the minds of
the potential customer and pushes them to buy the product
PUSHED MESSAGES
Pushed messages will be provided in partnership with the
online mediums of distribution like Chaldal.

22. ACTION PLAN
PUSHED MESSAGES
Pushed messages will be provided in partnership with the
online mediums of distribution like Chaldal.
কযোনা সময়ে অনুযেেণা
This will be an online engagement campaign, where people
will share their stories, and the top story-writers will win
care packs of Dabur.
CARE PACKS
Care packs will be introduced which will include multiple
products of Dabur, focusing on the natural and herbal use
of products in every category.
S O S T A C
PHASE 3:
ACQUISITION AND
RETENTION

23. MARKETING CAMPAIGN
COMMUNICATION CHANNELS
S O S T A C
ATL
• Television, Pushed Messages
• Television targeted towards both
TGs
• Pushed messages targeted
towards primary TG
TTL
• Social Media
• Targeted towards both TGs, but
mainly the urban TG
• Scheduled at 9pm
• Facebook, YouTube
BTL
• Activation Stations, Banners
• Activation Stations in both urban
and sub-urban areas
• Banners mainly in sub-urban
market areas

24. MARKETING CAMPAIGN
ATL CAMPAIGN
S O S T A C
• During Phase 1
• Targeted towards both TGs
• Will be Broadcasted 7pm onwards
• Channel I, Somoy TV, Duronto TV, NTV
TVC/OVC

25. MARKETING CAMPAIGN
ATL CAMPAIGN
S O S T A C
কন াো খমনয় যবতি যবতি হাি ধুনয় 99.9%
জীবাণুমুক্ত থাকুে এবং হাি াখুে যকামল ও
মখৃণ।
https://www.daraz.com.bd/dabur_sanitize
Facebook এ Dabur Sanitize কন াো খমনয়
অেুনপ্র ণা competition এ join কন তজনি তেে
আকর্ষণীয় পু স্কা এবং Keto Bhai এ খানথ
গাে গাওয়া খুনোগ!
https://www.facebook.com/DaburBanglade
shOfficial/
• During Phase 2 and 3
• Partnership with e-commerce platforms
• Targeted towards the primary TG
PUSHED MESSAGES

26. MARKETING CAMPAIGN
TTL CAMPAIGN
S O S T A C
• During Phase 1
• Helps to establish the brand and the
product
• Targeted towards both TGs
AWARENESS POST

27. MARKETING CAMPAIGN
TTL CAMPAIGN
S O S T A C
• During Phase 2
• Helps to establish the USP in the minds
of the customers
• Targeted towards both TGs
ENGAGEMENT POST

28. MARKETING CAMPAIGN
TTL CAMPAIGN
S O S T A C
• During Phase 2
• Helps to establish the Point of Difference
• Targeted towards both TGs
POINT OF DIFFERENCE POST

29. MARKETING CAMPAIGN
TTL CAMPAIGN
S O S T A C
• During Phase 2
• Helps to gain reliability
• Targeted towards both TGs
DOCTOR ACCREDITATION
POST

30. MARKETING CAMPAIGN
TTL CAMPAIGN
S O S T A C
• During Phase 1
• Helps to aware the customers and
engage them with the potential
customers
• Targeted towards both TGs
ENGAGEMENT POST

31. MARKETING CAMPAIGN
TTL CAMPAIGN
S O S T A C
• During Phase 3
• Helps to engage and retain the customers
• Targeted towards both TGs
কন াো খমনয় অেুনপ্র ণা

32. MARKETING CAMPAIGN
BTL CAMPAIGN
S O S T A C
• The objective is to receive top of the mind
awareness and provide the potential customers
with first-hand experience.
• The locations for the activation booths are:
Semi-Urban Urban
Mosques
Bazaar
Areas
Bus Stands
and Train
Stations
Shopping
Malls and
Crowded
Areas
SANITIZE STATIONS

33. MARKETING CAMPAIGN
BTL CAMPAIGN
S O S T A C
• The objective is to catch the attention of the
passers-by and potential buyers and generate
sales from them.
• Targeted towards secondary TG.
BANNERS

34. ROADMAP
S O S T A C
Second Half, Month One
• Facebook Awareness Post
• Facebook Lead Post
• Activation Booth
• Coronar Somoye
Onuprerona
• TVC
First Half, Month One
• Facebook Awareness Post
• YouTube OVC
• Activation Booth
• Coronar Somoye
Onuprerona
19.2% of
Total Reach
36.6% of
Total Reach

35. S O S T A C
ROADMAP
First Half, Month Two
• Facebook Lead Post
• YouTube OVC
• Activation Booth
• Coronar Somoye
Onuprerona
• TVC
Second Half, Month Two
• Facebook Lead Post
• Doctor Accreditation Post
• TVC
• Banner
First Half, Month Three
• Facebook Lead Post
• YouTube OVC
• Facebook Post Retention
• Pushed Messages
• Banner
13.3% of Reaches
Converted to Leads
66.4% of
Total Reach

36. S O S T A C
ROADMAP
Second Half, Month Three
• Facebook Retention Post
• Coronar Somoye
Onuprerona
• Pushed Messages
• Banner
After Three Months
• In Store Visibility
• Coronar Somoye
Onuprerona
• Social Media Campaigns
• Pushed Messages
• Care Packages
100% of
Total Reach
29.6% of Reaches
Converted to Leads

37. MONITORING
KEY PERFORMANCE INDICATORS
S O S T A C
Social Media Reach
Ratio of Number of Actual Footfalls to
Expected Footfalls
Organic Online Traffic
Average Viewership Frequency of TVCs
Phase 1: Awareness and Traffic

38. MONITORING
KEY PERFORMANCE INDICATORS
S O S T A C
Reach to Engagement Ratio
Month to Month Ratio of Reach and
Sales
Cost per Reach
Average Viewership Frequency of TVCs
Phase 2: Lead Generation

39. MONITORING
KEY PERFORMANCE INDICATORS
S O S T A C
Return on Marketing Investment
Month to Month Sales Growth
Cost per Acquisition
Sales of Care Packages
Phase 3: Acquisition and Retention

40. FINANCIAL FEASIBILITY
SUMMARY
S O S T A C
TOTAL COST COST PER REACH TOTAL REACH
BDT
794,400
BDT
.416
1,909,500

41. FINANCIAL FEASIBILITY
COST AND REACH CALCULATION
S O S T A C
Category Quantity Unit Cost Total Cost Unit Reach Total Reach
TVC/OVC production 1 110,000 110,000 - -
Facebook 6 1,500 9,000 0
Facebook Boosting 48 4,000 192,000 16,000 768,000
YoutTube Boosting - 1.70/view 144,500 - 85,000
Activation Booths Installment 50 1,100 55,000 300 21,000
Water supply 35,000 0 1,400 - -
Banners 500 150 75,000 100 50,000
Pushed Messages 30,000 0 7,500 1 30,000
Celebrity Endorsement 1 100,000 100,000 315,500 315,500
Facebook OVC boosting 15 2,000 30,000 640,000 640,000
Logistics - - 70,000 - -
TOTAL 794,400 1,909,500

42. CONTINGENCY
AWARENESS
AND TRAFFIC
LEAD
GENERATION
SALES AND
RETENTION
Solely focus on herbal and
natural perks of the product in
communication
Shift the focus from the primary
to the secondary TG (Semi-
urban areas)
Enlarge the brand portfolio to
more hygiene products such as,
bar soaps etc.
CONTINGENCY PLAN
Failing to communicate the
differentiating factors due to
noise from the vast number of
competitors
Inability to generate sales from
the urban areas due to high
competition
Inability to retain customers with
the existing product line
The demand for herbal and natural ingredients
in products has a more conscious TG, which
has much potential and is growing. Tapping
onto this market will be easier with the
established brand image of Dabur.
In semi urban areas, consumers are more
simple-minded and thus will more convenient
for our communication. Hence the leads can
be converted to sales more easily.
The bar soap market is 10 times bigger than
the handwash market and with the existing
mindset of taking health precautions,
increasing brand portfolio to hygiene products
will help enlarge the brand and increase the
presence.
WHAT CAN GO
WRONG
JUSTIFICATION
S O S T A C

43. SITUATION Dabur lacks an established brand portfolio in a mature hygiene market
OBJECTIVE
The objective is to ensure faster sales growth than competitors while properly
communicating our product's USP
STRATEGY
Our strategy is to use the promotional channels to communicate our message of
healthier hands for a safer and better Bangladesh
TACTICS
The sales funnel of our plan is to increase awareness and traffic to generate leads
and then converting them into acquired customers
ACTION
In the practical phase, our plan is to ensure targeted distributions, activations and
sales in urban and semi-urban areas
CONTROL
We have identified the proper KPIs, abandoned naïve forecast methods and taken
possible failures into account with appropriate contingencies
SUMMARY – THE SOSTAC MODEL

44. THANK YOU