marketing plan of micro nutrient powder 'pushtikona
TRANSCRIPT
Efforts by:
Asifa Ishrat
Chowdhury Hasan Ibne Obayed
Mohammad Mahbubur Rahman Khan
Raaisul Islam
Sharmin Aktar Shetu
Strategic Planning
Vision:
- to tackle high rates of malnutrition among the
children in Bangladesh
- to serve the society providing quality product
Business Objective
- to develop a sustainable social business model
- to increase the profit maintaining a strong
customer relationship.
Continued..
Marketing Objective:
- to create a new market of
micro nutrient powders for
children aged 6-60 months
-to promote the brand widely
in the market
- to increase market share
gradually
Marketing Strategy
Market Segmentation
Behavioral
Readiness Stage Attitude toward
product
Geographic
Density City size
Continued.. • Geographic Factors:
-Density:
-City Size:
High densely area
Low densely area
Big Town
Small Town
Rural area
Continued.. • Behavioral Factors:
-readiness stage:
-attitude toward product:
Aware Interested
Unaware Intended to buy
Informed
Enthusiastic Negative
Positive Hostile
Indifferent
Continued.. Target Segment
-parents (specially mothers) of children aged 6-60
months
Positioning Statement:
A child’s daily nutrition within a sachet. (ষ্টিশুর প্রষ্টি ষ্টিনের পুষ্টি একটি মাত্র পযানক)
Marketing Mix (4Ps)
Product: • Brand name: পষু্টিকণা • Micro nutrient Powders
• Added to daily meals without changing the taste of the food
• Offered in 1 gram pack
• Weekly box of 7 packs and monthly box of 30 packs available.
Continued.. C
hem
ical
Com
posi
tion
Ingredients Function
Vitamin A For eyesight & immunity
Vitamin B (Various) For metabolism, immune system,
nervous system, anemia prevention
Vitamin C For growth & bone strength
Vitamin D For calcium absorption & bone
growth
Vitamin E For cell signalling
Folic Acid For metabolism
Iron Anemia prevention
Zinc For immune system
Copper For healthy tissues & red blood cells
Selenium For immune system
Iodine For mental & physical growth
Marketing Mix (4Ps)
Price
• segmented pricing
-4 taka per pack
-monthly box offered at 12.5% discount
-after achieving break-even, offering each pack at 2 taka
for financially less privileged communities through
partner NGOs
Marketing Mix (4Ps)
Place
-Chain Super shops
-Grocery stores
-Pharmacies
-Online purchasing option
(urban areas only)
Marketing Mix (4Ps)
Promotion: Informative Advertising
• Mass media
-weekly lifestyle supplement of leading dailies
-no television commercial
• Online activities
-regular update on child nutrition
-encourage interaction in social media page
-monthly session with child nutritionist
Continued.. -making the product website to a trustworthy
platform for child healthcare
• For people with less or no media exposure:
-hoardings
-painting on transports(rickshaw, bus)
Continued..
• Others
-sponsoring national events that
correspond with the brand
-appointing celebrities who have become new parents
for brand endorsement to make the product culturally accepted
Marketing Mix (4Ps)
• Rural Marketing
-educating health workers
-arranging village theatre to raise
awareness on child nutrition.
-identify and reach opinion leaders
to spread the word about product
-involving local shops to display
banners to make the product
visually familiar.
• Action Programs
-business development will be done in stages
-widespread distribution in target areas
-to achieve break-even in initial 2 years
-to move out into remote and rural places
later
• Controls
-monitor sale of products every
3 months
SWOT Analysis
Strength
-addresses crucial issue of child nutrition
-minimum price
Weakness
-product is not widely known
Opportunities
-huge growth potential
-Increased revenue
Threats
-new competitors
SWOT Analysis
Marketing Planning:
Partnering with Others Urban areas
-hospital & clinic
-wide national network of
renowned pharmaceuticals
Rural areas
-community health volunteers
of NGOs to reach out to
their community based
network
Marketing Planning : Future Emphasis on reducing costs
-containers instead of sachet
-economy packaging keeping same quality
Expanding reach and impact
-awareness program in collaboration with civil society and government
Marketing Planning : Future(cont.)
Strengthen the current
market further
-harmonizing marketing
strategy with national
public health and social
marketing message.
-more research to add
value.
Social Business-Ultimate Goal Cause-driven business - created and designed to
address a social problem No personal gain - a non-loss, non-dividend
company Ultimate goal -to achieve one or more
social objectives
References
• Kotler P, Armstrong G, Agnihotri P, Haque
E,2011,Principles of Marketing-A South Asian
Perspective,13th edition, Dorling Kindersley Pvt.
Ltd., India.
• http://www.geneve-int.ch/bangladesh-
micronutrient-home-fortification-program