Download - New toothpaste brand
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Smile odentMarketing Plan for new toothpaste
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-Prepared by-
Ali Arfi Shafat ChowdhurySabiha Shobnom MonikaM.D. Mostafijur Rahman
S.M. Nawroj ArefinSamia Safrin Urmee
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IntroductionBangladeshi
toothpaste brand focusing on oral care for lower income people.
Affordable PriceStronger, whiter,
healthier teeth and extra fresh breath.
Blue color
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Current Marketing Situation
Availability Of New Option
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Current Marketing Situation3 varients
Smile odent sensitiveSmile odent pro-healthSmile odent fresh breath
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SWOT Analysis
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SWOT Analysis Customers confuse
which flavors to choose as it seems like all has the same functions.
Colors and design on the packaging is rather pale compare with the others.
Contains no sugarClinically proven active
ingredients to help relieve sensitivity within 2 weeks.
Proven carried protection of fluoride
A variety of flavors and choices.
Helps protect against cavities, maintain healthy
teeth and gums.
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SWOT AnalysisMost of the people
would prefer to choose normal toothpaste because it is cheaper and they do not know it can also be used as normal toothpaste.
Some customers dislike the taste of Sensodyne, as it does not have strong taste like normal toothpaste.
Malaysian growing awareness of hygiene and product innovation.
With changing diet, tooth sensitivity is increasingly felt by all age groups.
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Marketing StrategyTargeting:Defining the abilities of the
company and resources needed to enter a market
Analyzing competitors on their resources and skills
Considering the company’s abilities compared to the competitors' abilities
Deciding on the actual target markets.
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Marketing strategy
Positioning:• Product attributes• Product benefits• Beliefs and values
Product line:More hygiene among the
entire toothpaste brands in the market proved by BSTI.
Safety, germ free, good smelled, healthy, hundred percent secure product.
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Marketing strategyDistribution:
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Marketing strategyAdvertising:BillboardRadioTV Commercial
Sales promotion:Using cricket team player or
local movie hero for the promotion of product.
Emotional and rational messages.
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Marketing Strategy
Brand Name
Smile ODent
Size Price
1. Smile ODent Fresh Breath 25gm 15Tk50gm 32Tk
100gm 48Tk2. Smile ODent Pro Health 25gm 17Tk
50gm 34Tk100gm 49Tk
3. Smile ODent Sensitive 25gm 19Tk50gm 36Tk
100gm 52TkAbove all will be available 5gm 4Tk
Pricing:
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Objectives and issues
Reduce the spread of oral care associated infections Provide a best product in an affordable price Bring smile in everyone’s face.
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Action plan
Targeted mallingsSeminarsNetworkingStrategic alliancesReferralsMedia placements
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Controls Earnings to the marketing department in order to determine company statistics. Report all toothpaste coupon usage by retail chain and region.Count of the number of member’s from:SmileODent SmileFacebookTwitter andMyspace.
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ConclusionTeeth are the strongest part of human body. But to take care of your teeth you need to brush regularly. Our target markets don’t have the idea of it. We will create awareness of using toothpaste. We believe our product will be successful. We acknowledge that there are lots of big competitors around and it will quite tough to compete with them. But our product has some unique values and specifically for specific target market. We are offering good quality product at affordable price range. We will focus on quality and we will be consistent on quality. Our target customer will be loyal if we keep continuing quality product with affordable rate.
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