This document summarizes a group presentation for a marketing class on the toothpaste brand White Plus. It introduces the group members and provides an overview of the oral care industry and competitive landscape in Bangladesh. It then describes White Plus as a Bangladeshi brand that offers cavity protection, cleaning, and plaque removal. The group proposes rebranding White Plus with elements like brand name, category, character, positioning, products, and pricing. Promotional strategies are outlined to build brand salience through advertising, events, and celebrity endorsements. Ensuring product quality and customer satisfaction are discussed to achieve brand performance, imagery, and resonance.

1. MKT465
Sec 7
Group 1

2. Presentation on White plus Toothpaste

3. NAME ID #
Md. Mobarak Hasan 1231025030
Asif Bin Hossain
1311451030
Mustafizur Rahman
1320937030
Abdur Razzak
1330371030
Khaled Khan
1330914630
Group Introduction

4. Industry Overview
• There are a number of toothpaste brands available in Bangladesh
• Some of them are manufactured locally and some of them are
imported
The brands that are available are-
Close Up, Pepsodent, White Plus, Colgate, Meril baby toothpaste,
Mediplus DS, Dabur Meshwak , Sensodyne etc.

5. Competitive Landscape
• There are many renowned toothpaste brands operating in our
country
• Competitors offer various ranges of toothpaste
• Competitors successfully positioned in customer mindset and have
huge market share.
Competitors’ products offer-
• anti Cavity, Strong teeth, freshness, Expert protection, relief from
sensitivity, Germ check, Whitening, removing stains etc.

6. Introduction of White Plus
• A Bangladeshi oral care brand that delivers square quality
• A product of Square toiletries
• White Plus has the combination of –
cavity guard fighting against cavities and bacteria,
power cleanser keeping teeth, gums and tongue clean and
plaque blaster killing the existing sticky layer of plaque in the mouth.
• Regular use will ensure pain-less bite every
single time your eyes fall on something
edible!

7. Re-branding
Brand elements:
Brand name: White Plus
Brand category: Oral care products
Brand Character:

8. Re-branding
Brand Positioning: “Teeth Guardian” “Strong white healthy
teeth”
“Be Confident”
White
Plus
Teeth
Guardian
Strong
teethGerm
Free
White
teeth
Complete
teeth care
No
sensitivity
& pain

9. Re-branding
Emotional
Modifier
Descriptive
modifier
Brand
Function
Brand Mantra

10. Re-branding
Product:
Toothpaste:
• White plus Advanced whitening Toothpaste
• White plus Complete 8 expert
• White plus Sensitive pro
• White plus baby care
Mouth Wash:
• Advanced daily cleaning
Products will be available different quantity and
we will do Sachet marketing for daily use and easy to carry

11. Re-branding
PODs:
• Baby care products
• Sachet marketing
• A Bangladeshi Brand
• Competitively low price
• Complete 8 protection in one product
POPs:
• Various ranges of product
• Mouthwash
• Quality

12. Re-branding
Price:
• Value based pricing strategy
• Completive based pricing strategy
Place:
• Our target is to distribute in every districts of our country.
• Will be available in every retail store and super shops
Pepsodent Colgate White Plus
Pepsodent complete Colgate Pro White Plus complete 8
expert
Price - 250 Tk (200gm) Price- 275 Tk (200gm) Price – 245Tk (200gm)

13. Brand Resonance pyramid

14. Brand Resonance pyramid
Brand Salience:
• Our first target is to create a strong brand identity
• So that consumers can recall and recognize the brand
• We will create a strong favorable brand Positioning in the
mind of customer
• We will utilize both ATL and BTL communication to create
strong CBBE

15. Brand Salience
Promotions:
• Print add – Teaser, information about campaign, Rational appeal
• Social media- Facebook, blog
• Press Release- News about product launch and campaign
• Road Show- Campaign in school college and university, Dental care
service

16. Brand Salience
Promotions:
• TV Commercial: Rational information about products creating
humor appeal with brand character, teaching how to take care of
teeth, showing experts’ opinion and research data.
• Radio advertising & placing character in super shop and
shopping mall
• Billboard
White plus brings a
complete protection
for you!
Teeth Guardian is in the town now !

17. Brand Salience
Promotions:
White plus presents “Cricket Hunter”
কে হবে মুশফিে,সাফেে?
এোর কেফিবে োও….
ক ামার আত্মফেশ্বাস...
.
জমবে কিলা ফিবেট মাবট......

18. Brand Performance
• To ensure brand performance , product quality will be great!
• To ensure customer, products quality will be endorsed by expert
doctor and celebrities.

19. Brand Imagery
User profile: People who are health conscious, doctors, experts
Personality: Superhero, sincerity, user-friendly, Guardian

20. Brand Resonance Pyramid
Brand Judgments
Brand feelings
• Are Customers satisfied with its quality?
• The brand has credibility
• They are considering it for purchasing because of its performance
• Customers should like the associations of white plus
• Its promotion will help customers to attach with the brand.
- mobile dental care, school campaign

21. Brand Resonance Pyramid
Brand Resonance:
• We will make customers actively engage with our brands through
campaigns
• We will create behavioral loyal customers through user experience
• Discounts, offers, product performance will help us to get a group of
loyal customers

22. Thank You