Marketing Plan for New Toothpaste Brand

“Smile dent”Smile can change your life!!

Prepared for:

Md. Nazmus Sakib (Mnb)

Prepared by:

Ali Arfi Shafat Chowdhury - 1510376630Sabiha Shobnom Monika - 1420657030M.D. Mostafijur Rahman - 1510511030

S.M. Nowraj Arefin - 1510407630Samia Safrin Urmee - 1510667630

Course Name: Introduction to Marketing (MKT202)

Semester: Summer 2015

Section: 39

Submission Date: 01.08.2015

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12.08.2015

Md. Nazmus Sakib

North South University

Dear Sir,

It is been a great pleasure for us to submit this Report. This Report has been

prepared by our group as a part of Introduction to marketing course. This report

has done by a lot of research. All the required information and statistics has a valid

source.

This Report gave us an opportunity to apply practical knowledge in real world. I

sincerely hope that you will enjoy reading this report.

Sincerely,

Ali Arfi Shafat Chowdhury - 1510376630

Sabiha Shobnom Monika - 1420657030

M.D. Mostafijur Rahman - 1510511030

S.M. Nowraj Arefin - 1510407630

Samia Safrin Urmee - 1510667630

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Executive

Table of Contents

Executive Summary

This report is prepared on a new toothpaste brand “smileOdent”. This report

provides basic detailed information of marketing strategy of “smileOdent”. We

went to some super shop (like Agora, Mina Bazar, Shoppno etc.) and also some

local shop in many areas to gather as much as information about all the toothpaste

brands. After completing the market research, we have made our marketing

strategy for our product. We have segmented the market, targeted people and set

our positioning. We also have discussed about marketing mix of our product.

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Executive

Introduction

Introduce SmileOdent toothpaste at an affordable price to the lower income level

of the economic pyramid in Bangladesh. The vast majority of poor people in

Bangladesh cannot afford purpose made toothpaste. SmileOdent toothpaste gives

them this rare opportunity. In this way, the lower income people of economic

prosperity can avoid different oral diseases and live a healthy lifestyle. Our

objective is to reduce competition from other brands by offering product at a

relatively affordable price.

SmileOdent toothpaste is a Bangladeshi toothpaste brand focusing on oral care for

lower income people. The flow of services by the toothpaste is extra ordinary. Due

to its magnificent services, SmileOdent will be recognized more positively.

SmileOdent is a product that serves in the oral care needs of this country. The

brand with its exciting product line and advertising will soon become the number 1

choice of Bangladeshi consumers. Main ingredients used in our toothpaste are

sorbitol, aqua, hydrated silica, sodium Lauryl Sulphate, PG32, flavor, cellulous

gum, sodium saccharin, sodium fluoride, zinksulfat, CI77019, sodium hydroxide,

CI19140, CI42051, CI77891. The quality and smell is good. The toothpaste color

is blue.

Our product is for lower income people. Our idea is to give the best product and

oral care to the lower income people in their affordable range and also make profit

for the company as well. Dhaka, Chittagong and Sylhet, in these 3 cities our

product will be sold.

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Our tagline is ‘Smile Can Change Your Life’

Current Marketing Situation

At the beginning, we went to some super shop (like Agora, Mina Bazar, Shoppno

etc.) and also some local shop in many areas, because we wanted to gather as much

as information about all the toothpaste brands. In a shop, after getting the

permission from shop representative, we met some salespeople who are servicing

there. Then we asked some questions like

How many toothpaste brands are in the market?

What brands are most selling?

What are their specialties?

What are their prices plus amount?

From this information and observation, we came know the top five brands in our

local market. The brands are-

1. Close-up

2. Pepsodent

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3. Colgate

4. Sensodyne

5. White plus

Introducing a new product in market and generate profit with this is a challenging

thing to achieve. But we believe that if we do branding with a unique way

consumer will definitely buy our product. There are 3 core product’s categories in

market of toothpaste. These are paste form, gel form and powder form. Consumers

are very much bias towards those products. Customers of the current market are

happy with the current products because they have no better option. But still they

are seeking something better. After analyzing the market condition of toothpaste in

current market, we come up with a new product called “SmileOdent toothpaste”.

Brand name- Our brand name is SmileOdent. This name was chosen because it

is…

Relatable to the nature of the product,

Easy to pronounce, recognize and remember,

Distinctive from the names of other brands, e.g. Close-up, Pepsodent,

Colgate, Sensodyne, Whiteplus. etc.

Can be registered and legally protected.

Currently, SmileOdent has 3 variants (Fresh Breath, Sensitive Teeth and Pro

Health) in the Bangladesh market, addressing the specific need of all the members

of a family:

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SmileOdent Fresh Breath: The ideal toothpaste is for the little ones and teenagers in the family so that they

can avoid cavities. Helps to keep away germs, also helps to avoid gum related

problems such as gum bleeding and gum swelling. The unique formula helps to

prevent bacterial growth in the mouth. So you can enjoy a healthy plus fresh smile.

SmileOdent Pro Health: The ideal toothpaste is for smokers. The toothpaste contains the whitening agent –

Perlite, to give you whiter teeth in just 1 week. Combination of 5 natural

ingredients in this toothpaste helps your oral care needs.

SmileOdent Sensitive: The ideal toothpaste is for sensitive teeth. The toothpaste that delivers relief from

tooth sensitivity in just 60 seconds! The advanced formulation contains the

revolutionary ingredients that will help you to get instant relief from sensitive

teeth.

SWOT Analysis

Strength: Contains no sugar

Clinically proven active ingredients to help relieve sensitivity within 2

weeks.

Proven carried protection of fluoride (Does not use stannous fluoride which

may produce surface staining of the teeth).

No. 1 dentist recommended brand for sensitive teeth.

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A variety of flavors and choices.

Its formula keeps breath feeling fresh for hours.

Helps protect against cavities, maintain healthy teeth and gums.

Can be used every day as basic toothpaste.

Weakness: Customers confuse which flavours to choose as it seems like all has the

same functions.

Unclear information given on the packaging, thus consumers do not know

what kind of feature it actually provides.

Colors and design on the packaging is rather pale compare with the others.

Opportunity:

Malaysian growing awareness of hygiene and product innovation.

With changing diet, tooth sensitivity is increasingly felt by all age groups.

Threats: Most 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.

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Objectives and Issues

Our main vision is:

1. To reduce the spread of oral care associated infections:

There are many people who love to take some foods which are harmful for the

teeth. They don’t brush their teeth perfectly and this creates harm to their teeth.

The wastes of the teeth infect the teeth and this infection can take a person to

various kinds of health problems. There are some toothpaste which creates a side

effect on tooth. That’s why we’ve come with a toothpaste, which has no side

effects and reduce the infection.

2. Provide a best product in an affordable price:

There is much toothpaste which is very expensive. All the people can’t afford these

toothpastes. That’s why we’ve come with toothpaste, which is effective and also

cheap. The market we are targeting, these people usually do not use toothpaste.

Mostly they use toothpowder and coal. We will be offering our product at their

affordability. They are already buying toothpowder or coal at some cost. We will

persuade them to switch to another substitute; toothpaste. For that we have to make

them aware that using toothpowder or coal is not good for their teeth. They can

switch to our product by spending same or less cost.

3. Bring smile in everyone’s face:

Many people living in the world face different types of teeth problems. Our main

mission is to remove those problems and bring smile in everyone's face.

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Marketing Strategy

1. Targeting:

The market is based on the different groups and classes; we will need to choose our

targets. We need to develop specific strategies for our target market. We are going

to use concentrated targeting or niche targeting. This approach focuses on selecting

a particular market niche on which marketing efforts are targeted. We are focusing

on a single segment so we can concentrate on understanding the needs and wants

of that particular market closely.

We also concentrated these 4 units

1) Defining the abilities of the company and resources needed to enter a market

2) Analyzing competitors on their resources and skills

3) Considering the company’s abilities compared to the competitors' abilities

4) Deciding on the actual target markets.

2. Positioning:

Now the question is how to create an identity or image of the product in the mind

of the customer. Every segment is different from the others, so different customers

with different ideas of what they expect from the product. We have divided our

brand positioning in to three ways; product attributes, product benefits and product

beliefs and values. In our brand positioning our product will suggest the benefits

and also it will differentiate from others product.

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Product attributes:

Best valued product at your affordability. Also we will produce such quality

toothpaste with a great flavor.

Product benefits:

It makes your teeth strong and clear. Our main focus will be to make the user

experience the beauty of a fresh smile

Beliefs and values:

We want our customers to believe that our product is very good in terms of quality

and highly protest against cavities. They have to believe that they are not just

buying a product; they are buying a value in the shape of a paste tube.

And our tagline is ‘Smile Can Change Your Life’ and our focus with this tagline

is that, we can reach to customers at an emotional level.

3. Product line:

As we are new in the market, so we should keep a different and good quality

product to get position in the competitive market. Our product is more hygiene

among the entire toothpaste brands in the market which is proved by BSTI.

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The main features of our product are safety, germ free, good smelled, healthy,

hundred percent secure. These useful features are the main competitive tools for

differencing our product from competitor’s product. We launched three different

variants of our product (Fresh Breath, Sensitive Teeth and Pro Health) addressing

the specific need of all the members of a family. We targeted a huge amount of

smoker, basically whose are chain-smoker. There are so many black stains on their

teeth. Our “Pro Health” flavor is especially for them. By using this toothpaste all

stains are will be removed.

4. Price: Pricing is one of the most important elements of the marketing mix, as it is the only

mix, which generates money for the company. Toothpaste, this type of product is

very price sensitive, as there are some other competitors. Our company is very

careful about their pricing policies, strategies, approaches, influencing factors etc.

We will use penetration pricing for our product because we want to set an

affordable price to increase sales and market share. It is not possible to provide

best quality toothpaste at the cheapest price of the market. Even if it is possible our

lead competitors could have done that. But based on the value we are offering

cheapest price ever. The idea is high quality but affordable price product. Most of

our target customer, earn very limited money. So if there is a product which is at

their available price, people will buy it, because our target consumers always look

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for the good quality in their budget. For example, Pepsodent toothpaste had a wide

market share for their product, which cost 65Tk for 100gm. When Close-up

toothpaste introduced 100gm for 60Tk (5Tk less), demand for Pepsodent

toothpaste went down. Those who purchased Pepsodent previously started shifting

to Close-up. As most consumers look for the cheapest and best alternative

available. Consumer’s selections are based on price of product. After this we have

decided that we will launch our product in low price so the consumer can afford

the product. We have set the prices based on the existing products from other

brand. We are offering lower than them. Here is a price table-

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Brand Name

SmileOdent

Size Price

1.SmileOdent Fresh Breath

25g 15tk

50g 32tk

100g 48tk

2. SmileOdent Pro Health

25g 17tk

50g 34tk

100g 49tk

3.SmileOdent Sensitive

25g 19tk

50g 36tk

100g 52tk

#Above all will be available in

5g 4tk

5. Distribution: Place or distribution is about how a business gets its products to the customers. The

objective of distribution is make products available in the right place at the right

time in the right quantities. For our product distribution we will be using indirect

marketing channel. This channel will have two intermediaries; wholesalers and

retailers.

Wholesalers will buy and store large quantities of our product. And they will

supply the retailers with smaller quantities.

6. Advertising: We will be using non-personal media. Our target market is working class people.

They only watch TV for certain time period. Most of them can’t afford TV. We

will be still advertising on TV but on some specific channel and specific time. Like

Friday when BTV shows Bangla cinema. We will mostly use bill board all over the

targeted location. We will also use poster and radio.

Billboard:

For billboard advertisement we came up with a new idea. We believe that idea will

create awareness towards people. In our billboard we will ask for investing 5

minutes of everyone. Not money only 5 minutes in your daily life. And at the age

of 60/70 we will show comparative pictures of teeth that a person who is brushing

his/her teeth every day and a person who is not brushing his/her teeth properly. We

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will set billboard on highly populated area. We will make it sample so that our

target audience can understand that.

Radio:

Through radio we can get good local acceptance. It also provides high geographic

and demographic selectivity at low cost. We have lots of radio channel. And their

audiences are from everywhere. Our target market also listen radio often in their

cellphone. Most people have a cellphone with radio. So radio advertisement will be

very effective for us.

TV Commercial:

Though our target customers really do not watch TV, but we will promote our

product on TV at specific time period. Like Friday when BTV shows Bangla

cinema. Or at the time of cricket match when Bangladesh cricket team will be

playing. As our tagline is “Smile can change your life” we will be focusing more

on smile. In our TV commercials we will be showing advertisements that every

human being has the right to smile.

7. Sales Promotions:

We have come with a creative idea for our promotional message. It will be

emotional and also rational. We will mostly focus on that specific target customer.

We are going to tell in our promotional activities that we are here for you. Our

brand tagline is “Smile can change your life”. We will emphasize on that line and

our every promotional activities will based on that line. Our target market is

familiar with our national cricket team player and local movie hero. We will be

using them for our promotion. We are thinking that we will make some billboards,

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TV commercial by using our cricketers, like Mushfiqur Rahim and Sakib Al

Hasan.

8. Marketing research:

We went to some super shop (like Agora, Mina Bazar, Shoppno etc.) and also

some local shop in many areas. From there, we came know the top five brands in

our local market. The brands are-

1. Close-up

2. Pepsodent

3. Colgate

4. Sensodyne

5. White plus

These products are expensive for the poor people. That’s why we are selling our

products in an affordable price.

Action Plan

We can turn our marketing strategies to specific action programs by:

1. Targeted mallings :

Direct mail has long been a preferred tactic for many agents. Senior Market Sales

works with a number of vendors who can help with your direct mail campaigns.

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2. Seminars :

Offering it for free will certainly attract greater attendance, but most advisors who

charge a small fee for their seminars find they draw a much higher quality

prospect.

3. Networking :

If someone knows, like and trusts you and they have a need you can fulfill, you’re

already most of the way to a sale.

4. Strategic alliances :

Develop strategic alliances or referral partnerships with attorneys, CPAs, financial

planners, P & C agents.

5. Referrals :

Create a referral kit that includes a marketing brochure about you, your business

card and any other material you’d like to include. Tell your clients if they are

happy with your service, you’d appreciate it if they would pass it along to someone

who might benefit from your services.

6. Media placements :

The effectiveness of advertising with traditional media (print, television, radio)

seems to be waning. Many companies are responding by reducing their advertising

budget and focusing more online. You can take a different approach by becoming

an expert resource for the media. You could write an article for your local

newspaper or be an interview source. Some advisors have even gained exposure by

starting their own radio shows. It’s a great way to position you as an expert.

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Budgeting

Variable Cost

Smile O’Dent

(TK. in Crores)

Raw Materials 1,227.99

Power and Fuel Cost 19.58

Employee Cost 249.43

Other Manufacturing Expenses 27.82

Selling and Administration Expenses 345.00

Advertisement Expenses 490.00

Miscellaneous Expenses 124.76

Total Variable Cost 2,484.81

Controls

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To ensure the goals of this plan and easy access of continuity, a set of controls

should be established-

This plan suggests preferred card services from all retails environments to be

reported to the marketing department in order to further appraise SmileODent’s

penetration.

The accounting department is to report quarterly total (excluding other brands)

SmileODent toothpaste earnings to the marketing department in order to determine

company statistics compared to years past

.

The accounting department is also to report all toothpaste coupon usage by retail

chain and region. Tech support and website analytics departments are to report

monthly SmileODent toothpastes webpage visit counter. Also a count of the

number of member’s from:

1. SmileODent Smile

2. Facebook

3. Twitter and

4. Myspace.

Conclusion

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Teeth 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.

Reference

http://cdn.colum.edu/document/1301118556-2b944-48f55e.pdf

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https://cdn.fbsbx.com/hphotos-xtf1/v/t59.2708-

21/11692364_805349562913970_1995954225_n.docx/the-quicker-the-sales-cycle-

for-your-chosen-product.docx?

oh=bddb80b9cbaa8b85c9d1fea44fbdec01&oe=55A9BD3C&dl=1

https://cdn.fbsbx.com/hphotos-xpf1/v/t59.2708-

21/11644854_10204502655752465_1448413228_n.docx/final-mktprint.docx?

oh=69702df09f707a0065e76e755fa575dc&oe=55A9D7FE&dl=1

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