North South University

Submitted To:
Ms. Zarjina Tarana Khalil

Senior Lecturer,
Department of Marketing & International Business
Course: Brand Management (MKT465)
Faculty Initial: ZTK
Section: 02
North South University

Report on: “Sepnil (Handwash, Hand sanitizer, Hand Soap) one of the products of Square
Toiletries
Date of Submission: 27th Auguest, 2019

Submitted By:
NAME ID

Md. Osman Bhuya 1612788030

Md. Arman Islam Sun 1612582030
Didar Hosen 1612792030
Sadia Islam 1610313030

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August 27th, 2019

Zarjina Tarana Khalil

Department of Marketing and International Business
North South University

Subject: Submission of the report

Dear Madam,

It has been a great experience to make a report on “Sepnil” and submitted to you. The research
has been done and report has been prepared by our group. This report is an important
requirement of MKT 465 course. During working on this report, we got to know very interesting
things about Handwash, Hand Sanitizer and Hand Soap industry. The research was being very
helpful for our group. We found many problems and unknown facts about toiletries market of
Bangladesh. We tried our level best to find out the problems about Sepnil and tried to find out
the solutions of the problems also. We write as much as we can about Sepnil in this report.

By preparing this report, we get a chance to know some important facts about Brand
Management. Overall it was an interesting market analysis of “Sepnil” in Bangladesh. After all
the analysis, we can also give some solution to Square Company Ltd. that how they can improve
their product with some innovation.

We, the team members really appreciated you for giving us this opportunity and achieve this
successful experience.

Sincerely yours,

NAME:

1. Md. Osman Bhuya

2. Md. Arman Islam Sun

3. Sadia Islam

4. Didar Hosen

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Executive Summary

Square toiletries are the leading manufacturer company of toiletries market in Bangladesh. It is
also a fast moving consumer goods company in Bangladesh. Sepnil Hand wash, Hand Sanitizer,
Hand Soap are the products of Square toiletries. We did a deep observation on square toiletries
especially on sepnil. Square manufacture all the toiletries products in Pabna district. From there
all the toiletries item distribute all over the Bangladesh. At first sepnil was doing very good in
the market. But in recent, they are not as much available as it should be in the market. In this
report, we try to find out the problems with sepnil. We try to analysis the current situation,
present target market and positioning. Then we came up with some new creative marketing
branding strategies to re-launch the product. We tried our level best to go to the roots of the
marketing problems of sepnil. We also give some recommendation by hopping that the
marketing solutions will help sepnil to make a greater profit in toiletries of square.

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Contents
Executive Summary ...................................................................................................................................... 3
Industry: ...................................................................................................................................................... 5
Company: .................................................................................................................................................... 5
Current Situation of Sepnil: ....................................................................................................................... 6
Current Positioning: ................................................................................................................................... 7
Current Target Market: ............................................................................................................................. 7
Product Image: ............................................................................................................................................ 7
Segmentation: .............................................................................................................................................. 8
Competitor analysis: ................................................................................................................................... 9
New Positioning:........................................................................................................................................ 14
POP (Points of Parity) .............................................................................................................................. 14
POD (Points of Difference) ...................................................................................................................... 14
Brand Elements ......................................................................................................................................... 15
Mixture of media: ..................................................................................................................................... 18
Elements of Promotional mix: ................................................................................................................. 19
Conclusion: ................................................................................................................................................ 26

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Industry:
Hand washing is universally promoted in health interventions. Bangladesh has made remarkable
progress to in eliminating the practice of washing hands properly. Because of increasing
numerous hand washing products like germ protection soap, liquid hand wash, sanitizer of
different companies, hand washing practice increased. There are so many hand washing products
of different companies in Bangladesh like leading companies are Lifebuoy from Unilever,
Savlon from ACI, Dettol from Reckitt Benckiser, and ordinary company like Sepnil from Square
Company. They are different in price, quality with different categories.

Company:
SQUARE Group is one of the largest and oldest conglomerates in Bangladesh. Over the past
years, it has been able to build a strong brand image in the country while also growing at a
consistent rate. A lot of credit goes to the brilliant leadership of Late founder of SQUARE,
Samson H. Chowdhury, without whom square would ever be as big as it is today. Square
Pharmaceuticals has been the market leader in the pharmaceutical industry since 1985. Square
Toiletries was launched as a separate company. Also square Textiles Ltd launched. Square
Herbal & Nutraceuticals Ltd got license in Bangladesh. Square hospital is also renowned hospital
in Bangladesh. Square Food & Beverage Ltd. has introduced some popular brands in the market
like Radhuni, Ruchi, Chashi and Chopstick etc. As a market leader and a member of the
prestigious Square Group, Square Food & Beverage Limited always delivers quality products for
its customers. Square Toiletries Company is also providing quality products. The company cares
for its consumers and keeps its promise by accumulating the finest ingredients. It maintains
consistent quality of the products and keeps updating the latest technology. Their mission is to
provide quality & innovative healthcare relief for people

Sepnil Toiletries Products: Sepnil liquid hand wash hand soap and hand sanitizer work
effectively in keeping away the grams as well as cleaning our hand. Sepnil hand wash have
multiple function of cleaning- invisible micro-organisms and healing cuts and grazes makes
Sepnil the most effective cleansing agent by far. Sepnil hand wash reduces number of minor
diseases by removing grams. Sepnil protects the invisible germs on our hand. Sepnil hand soap
ensures your hands are fresh and germ-free after any of your daily works. Just pour a few drops
of sepnil hand sanitizer in your hand and rub hands together to get Sepnil's trusted protection. All
of these assure to be protected with sepnil all the time for having a healthy life.

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Current Situation of Sepnil: Square Company launched Sepnil in 2009. From the beginning,
sepnil was very profitable and very well-known product for square. But now, people are not
aware of sepnil they started to forget sepnil because of its poor marketing strategies. Sepnil is
invisible in the market now. There are some marketing factors which are not covering by sepnil
in square as well as a huge marketing gap. During prepare this report we got to know about these
current facts of sepnil.

1. Low Market Share: Sepnil could not make enough profit it is the worst
performer of square group. Sepnil could not make enough sales so it can’t make
enough Profit for this Reason Square is not making profit from sepnil due to low
market share even Sepnil do not have potential to bring in much cash to the
square. Sepnil has a low market share in toiletries market in Bangladesh.

2. Low Growth Rate: Sepnil has a very poor growth rate we can say the growth
rate is 0 percent. Hand wash and hand sanitizer is dying but hand soap is already
died product of square. As Square can’t make profit from sepnil so square is now
keeping low production of sepnil.
In short sepnil cannot generate enough sales and profit so it is in the Dog position
in BCG matrix.
3. Poor Marketing: Sepnil didn’t do enough and proper promotional activities to
make awareness of their product among people as they did not do promotional
activities they could not reach to their target customer. They are out of their
marketing knowledge. That’s why people are starting to forget sepnil as they
don’t do any marketing activities on the other hand they has no communication
with their customer.

4. Poor sales: for any products more sales result in profit making. Here Sepnil is not
concern about promotional strategy for their product so they can’t make

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 awareness about their products to peoples as well as the positive attributes of their
product why peoples should buy their product so now sepnil haven’t any selling.

Current Positioning: To all the both health and beauty conscious people who believes in
protective covering with care and dear for own self and dear ones, Sepnil hired hand wash is the
only hand wash in market place that comes up with extra mildness and antibiotic drug pattern
along with cleaning , germs trade protection and scent within the same price. Sepnil hand
sanitizer is also gives the promise of safe clean hand. Sepnil hand soap is with raw turmeric and
neem who act as antibacterial drug cleansing for hands. All of them are in unique concept but
they can’t do marketing activities in a proper way so selling is poor.

Current Target Market: Sepnil don't have any chosen objective market at present. Since, they
don't make a big deal about to acquire much benefit to square. They are not giving much
consideration to build its deals in the market. Sepnil is practically undetectable to the customers.
Clients don't mindful about sepnil items. Since square don't marking sepnil as much as they
ought to do. That is the reason presently; there is no target market of sepnil.

Product Image: Square is one of the well-known and reputed company in our country. It has
turned into an entrenched brand with a positive picture and enduring execution both locally and
all inclusive. A portion of the unmistakable specialty units of this organization pharmaceutical,
FMCG, and toiletries have to a great extent changed this organization into a fruitful brand.
Today, the name 'Square' is related with sentiment of value, honesty, and an enthusiasm for
persistent improvement. Be that as it may, there appears to certain special cases as well. One
such item offering under their toiletries unit as Sepnil hand wash, hand cleanser, and sanitizer
have begun off very well in the market. They were one of the first local brands to come into the
market of medicated liquid wash, bar soap and a sanitizing agent and compete with some of the
leading international brands and products. Consumers were already satisfied with these local
offerings that had similar attributes and ingredients of competing foreign offerings, but at a much
reduced price and moderate quality, and brought into the market by one of the best brands of
Bangladesh. In addition, all the three products under the brand Sepnil under offered multiple
solutions to consumers under one roof, namely, protection from germs, healing from cuts and
wounds, feel of softness and moisture, and last but not the least, some of the best fragrances that
would strike their noses and blow their minds. All these have successfully appealed to young
generation consumers of our country who are very much aware of their outer beauty and constant
hygiene at the same time. So this ensured, that the three products under this brand were
associated quality, trustworthiness, multiple solutions under a single offering, and eventually
value for money.

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In any case, this specific brand began to encounter noteworthy unfriendly blows in the market
because of a decrease in piece of the pie, diminished deals, diminished income, and a weakened
benefit turning out as a specialty unit under their toiletries division. To endure in the market.
This is essentially because of an absence of arranging and procedure, proactive market measures,
removing center from clients, not being in customary touch with the market and purchasers and
in the long run making a correspondence hole, and in conclusion, not forcefully advancing the
items further in the market to make a strong and positive picture in the shoppers' brains. This is
ultimately not helping to create a strong association of these products in the end-users’ minds
and if this continues in the future, their positive perception of Sepnil’s product range will fade
away soon.

Segmentation:
Geographic Segmentation:

Region: All cities of Bangladesh.

Areas: Urban, Semi urban.

Demographic Segmentation:

Age: 6-60

Generation: Mainly young because they are more health conscious than others and also
some older generation because they tend to buy goods for their children

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 Gender: Male & Female both

Income Level: Middle class, lower upper class, upper middle class and high class.

Target area: Lower income group.

Family size: Nuclear family having child and extended family

Education: Educated people because they can value the extra benefits of product.

Psychological Segmentation:

Personality: Health and beauty conscious people

Motivation: People who wants to be germs free and care their scene.

Social class: Middle and lower class

Lifestyle: Outdoor- oriented, sports- oriented

Behavioral Segmentation:

Benefits: Total protection antiseptic hand wash

User status: Regular user

Competitor analysis:
The main competitors for Sepnil toiletries are Dettol by Reckitt Benckiser, Lifebuoy from
Unilever and Savlon from ACI. These are the world leader in toiletries bought for use at home.
They are direct competitor of Sepnil.

Dettol:

Dettol is the trade name for a line of hygiene products manufactured by Reckitt Benckiser. The
brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a
number of product categories like soaps, liquid Hand wash, liquid Body wash, shaving Cream
and plaster strips. Currently Dettol has its different variants available in the market. Original
Soap, Skincare Soap, Cool Soap & Re-Energize Soap are the running variants of Dettol soap
range. New and Improved Dettol Original Soap is specially formulated for everyday use. Dettol
Original Soap is 10 times better at fighting germs compared to ordinary soaps. So give Dettol's
trusted protection to the entire family. Dettol Original Bar Soap is a hygiene soap which provides
trusted Dettol protection from a wide range of unseen germs. It cleanses and protects skin for a
hygienic, clean and refreshing feeling every day. Their first important job was first aid,

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preventing cuts and grazes from infection. Since then their mission has been extended to
preventing the spread of illness causing germs on hands, bodies, laundry and surfaces.

Some recent marketing strategies of Dettol soap in Bangladesh

• ‘Dettol My Mom My Hero Contest’: The participants had submitted photos and shared their
stories to the theme “Most Memorable Moment with My Mom, My Hero”. They give away the
prizes to winners.

• Dettol Shera Ami Shonge Ma: First ever reality show pairing mother & child. Reckitt
Benckiser Bangladesh and RTV one of the most popular C&S channels of Bangladesh jointly
created unique platform called “Dettol Shera Ami Shonge Ma” where mothers and kids will
explore their talents to be the country’s best mom and child pair. They will be selected and
honored through many interesting games & performance.

• Besides the sponsored reality shows, Dettol provide their retailer some lucrative trade offers.
For example: 2 soaps are free for the retailers for ordering 12 soaps.

• They also give some offers for the consumers such as; they get 1soap free for buying 2 packets
of soap.

Lifebuoy:

The desire of lifebuoy to be clean, active and healthy is intrinsic to everyone – irrespective of age
or economic status. Lifebuoy soap has championed the cause for better health through hygiene
for more than a century. An inspiring vision for more hygienic, healthier and ultimately more
vital communities is the driving force behind the Lifebuoy brand. To realize this vision, they
look to consistently innovate and provide accessible Lifebuoy products to a wide variety of
consumers. The vision also commits the Lifebuoy brand team to visible action, through inspiring
projects that motivate consumers to improve their hygiene behavior. Since the launch of the
Lifebuoy brand in 1894, they have supported people in their quest for better personal hygiene.

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The classic red bar of soap and its distinctive medicated carbolic scent was synonymous with
cleanliness throughout the twentieth century. Today, the brand is so much more. With its many
soap variants and specially-designed body washes, Lifebuoy products give protection from 10
infection-causing germs. These, along with the range of liquid hand washes and hand sanitizers,
ensure daily hygiene and freshness for the entire family. Through Lifebuoy, they have helped 1
billion people around the world improve their handwashing habits, achieving their 2020 target
two years ahead of schedule. But they’re not stopping there. They will continue to help people
improve their handwashing habits to prevent childhood deaths.

Savlon:

Savlon one of the world leading brands in personal hygiene has been a part of ACI’s portfolio
since the inception of this company. Savlon is as well recognized elsewhere in the world as it is
in Bangladesh and ACI is proud to bring such a household name from around the world to
homes. This brand since the start has worked relentlessly in order to keep the people of
Bangladesh germ free. Following its motto Savlon has brought many innovative product ranges
to achieve its ultimate goal and it is still doing so to ensure you are germ free. ACI’s Flagship
brands Savlon has two categories in its antiseptic range the Antiseptic creams and the Liquid
Antiseptics. In both categories it’s the undisputed market leader, holding 72% and 75% market
shares in respective segments. As the competition lags furlongs in its wake the antiseptic range is
still not about to give any headway to anyone, as it strides to make the people of Bangladesh
germ free. Savlon range takes care of almost all the aspects of hygiene of a family. Today Savlon
offers Antiseptic Soap, Antiseptic Hand Wash and Shower Gel in its Personal Care Range. For
bath time pleasure and protection from bacteria and also a stress less shower, ACI Consumer
Brands has Savlon Antiseptic Soap in three variants- Active, Mild and Fresh Antiseptic soap.
Savlon Antiseptic Soap delights its consumers through ensuring complete family protection with
these three different variants. Pack size is available in 75 gm and 100 gm of each variant. Hand
washing with soap is one of the most effective ways to prevent diseases. Savlon Hand wash

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brings more excitement and pleasure in regular hand washing practice of consumers by its three
different variants- Active, Aloe Vera and Ocean Blue Hand Wash. Savlon Hand Wash leaves
consumers’ skin feeling smooth, soft and refreshed thus ensuring ‘a complete family protection
against germ in a charming way. Pack size is available in 200 ml Standy Pouch, 250 ml & 500
ml Dispensing Pump and 1 L Re-fill of each variant. Savlon Hand Wash has successfully created
lot of enthusiasm among consumers through the attractive fragrance, color and efficacy.

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Rebranding Strategies:

Segmentation:
Geographic Segmentation:

Region: All cities of Bangladesh.

Areas: Urban, Semi urban.

Demographic Segmentation:

Age: 6-60

Generation: Mainly young because they are more health conscious than others and also
some older generation because they tend to buy goods for their children

Gender: Male & Female both

Income Level: Middle class, lower upper class, upper middle class and high class.

Target area: Lower income group.

Family size: Nuclear family having child and extended family

Education: Educated people because they can value the extra benefits of product.

Psychological Segmentation:

Personality: Health and beauty conscious people

Motivation: People who wants to be germs free and care their scene.

Social class: Middle and lower class

Lifestyle: Outdoor- oriented, sports- oriented

Behavioral Segmentation:

Benefits: Total protection antiseptic hand wash

User status: Regular user

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New Positioning:

‘Sepnil’ is a product of Square Toiletries Ltd. (STL) is one of the largest and leading company in
Bangladesh. Sepnil provide safety and hygienic for one’s individual purifying needs. It has hand
wash, hand sanitizer and soap. Sepnil started to experience difficulties in the market due to
decline in market share, decreased sales, reduced revenue, and a diluted profit coming out as a
business unit under their toiletries division Because they failed to offer variety in their products.
That’s why Sepnil failed to create brand awareness and brand image in consumer mind. So now
we decide to add some variety of products for our new positioning strategy of Sepnil. If we
consider about sepnil soap, now we will provide extracts of roses including Aloe Vera & olive
butter to give your skin optimum moisturisation and nourishment. The price of the soap will be
45 taka per 100 gram bar. For both health and beauty conscious people who believes in
protection with care and love for own self and dear ones, Sepnil hand wash is the only hand wash
in market that comes up with extracts of green tea and antibiotic formula along with cleaning,
germs protection and fragrance within the same price but now the quantity of liquid hand wash
will increase 20 ml per bottle. Though already Sepnil Instant Hand Sanitizer is ideal to kill
99.99% of the germs instantly that exists in the hands, but to gain target market we will add a
hand sanitizer which is full of fragrance of rose within the same price level. So the consumer
who loves fragrance, they will love this hand sanitizer and purchase it.

POP (Points of Parity)

Category points of parity are same for both previous and new Sepnil products. For a new variety
of our products, is to provide refreshing feelings, dirt free and germs free feelings. But the new
varieties of our products have competitive points of parity with Savlon, Lifebuoy and Dettol
because both has same category of products.

POD (Points of Difference)

 Sepnil soap will come up with extracts of roses including Aloe Vera & olive
butter
 Sepnil hand wash will come up with extracts of green tea and antibiotic formula
 Sepnil hand sanitizer will come up with full fragrance of rose

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Brand Elements
Brand Elements are the significant part of the brand which contains the meaningful and
appealing identity of the brand to the customer. The brand elements of Sepnil noted below:

 Brand Name

The brand known as “Sepnil” will communicate with the customers effectively and
meaningfully. Sepnil has their own product line such as soap, hand wash and hand sanitizer. The
names of the products are Sepnil Soap, Sepnil Handwash, and Sepnil Hand Sanitizer.

 Brand Mantra

The brand mantra of Sepnil is given below:

Brand Name Emotional Modifier Descriptive Brand Functions

Modifier
Hand Wash,
Sepnil Hygienic Family and Friends Hand Sanitizer, Soap

The brand associations of Sepnil are what people distinguish in their thoughts about the brand.
Things that can be related with the Sepnil to create a strong brand awareness and image in the
market are recorded blow:
1. Brand Meaning - Consumers can understand the both functional and emotional appeal of the
brand with its brand elements.
2. Brand Identity- Consumers can recognize the brand easily through brand logo, tagline and
positive slogan.
3. Brand Response- Consumers can give positive response, feedback, insights instantly about
the brand using our Facebook and Instagram page hence it will create strong brand attachment,
engagement.
4. Brand Relationship- Consumers will build an emotional bond and connect with the brand
through our promotional campaign.

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Brand Logo

The logo with the letter S symbolizing the brand Square and Sepnil both (As it’s a product of
Square), which somewhat communicates with the brand name. As we are not changing the name
of the brand Sepnil we want to come up with a new logo of Sepnil. The new logo is for create
awareness among the consumers. The New Logo -

Tagline: Wash with Care!

 Brand Slogan: Complete family protection

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  Brand Packaging

For Sepnil Soap, Hand wash, Hand Sanitizer we have come up with completely a new
packaging. The previous packages were looked alike as usual packages. If we consider Sepnil
Soap, now the new packaging defines mild touch of rose and the extracts of Aloe Vera. The
Sepnil Hand wash packaging defines the extracts of green tea which is the only green tea hand
wash in the local market. Also, Sepnil Hand Sanitizer packaging defines the fragrance of rose
extract.
The new packages of Sepnil soap, hand wash, hand sanitizer are given below-

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  Brand URL

The brand Sepnil will come up with a legal and protective URL. The website will provide Online
Health Related Tips suggsted by specialized doctors. The URL of sepnil is
“sepnilhealthcare.com”. We have made a simple URL so that consumers can easily access into
link and get the health Care Tips whenever they need.

Mixture of media:
As Sepnil is not a well-known brand because of its non-prominent marketing; so we are thinking
to promote the brand to create awareness among the people by using different type of media.

To promote this product we have chosen print media, broadcast media as well as digital media.
For traditional print media we will use newspaper and magazines.

 Newspaper : we will publish our advertisement on –

1. Prothom Alo
2. Kaler Kantho
3. The Daily Star

 Magazine : for magazine we will choose –

1. Weekly Bichitra
2. Ice Today
3. Canvus

As Sepnil failed to grab the attention of mass people so we will promote it also on
radio and television.

 Radio: Radio is a very good way to catch the attention of our urban and rural customer at
the same time. So we will choose these radio stations who will repetitively air our jingle
–

1. Spice FM 96.4
2. Dhaka FM 90.4
3. Radio Today 89.6 FM
4. Radio Foorti 88.0 FM

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  Television: We will be telecasting our tvc based on different categories of television
channels to grab the attention of our all types of target customer group.

1. GTV
2. NTV
3. Channel 24
4. Masranga
5. ATN News
6. Channel i

 However, we will also have several billboards, different type of social media (Facebook,
YouTube) content and also we will send personal or direct email which will be full of our
product’s necessary information for our target customer group.

Elements of Promotional mix:

We will primarily use the following promotional tools, which are:

1) Promotional Campaign
2) Activation
3) Cause Related & Societal Marketing
4) Advertising
5) Digital Marketing
6) Outdoor Media
7) Celebrity Endorsement
8) Sales promotion ( Contest, Sampling, Bundling, Discount and Gifting)

 Promotional Campaigns:

1. Campaign Slogan: Wash Hands, Healthy Heart

We will run a campaign on Global Hand Washing Day (GHD) in order to motivate and
mobilize people around the county to improve their hand washing habits. Since, washing hands
at critical points during the day and washing with soap, hand washes or hand sanitizers are both
important. Global Hand washing Day is celebrated on 15 October of each year. The global
campaign is dedicated to raising awareness of hand washing with soap, hand washes or hand
sanitizers as a key factor in disease prevention. Respiratory and intestinal diseases can be
reduced by 25-50%.

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Global Hand Washing Day (GHD) 2019 Bangladesh will be celebrated in a different way as
our target is to run the campaign across the county. On GHD we will arrange Cycle Rally in
major parts of the county where the entire cyclist group will wear our T-shirt having Sepnil’s
Logo and campaign slogan “Wash Hands, Healthy Heart”.

At the same time, on that day we will run “contest and give away” among the student of
different schools and universities across the nation where they will play football and cricket and
have to score to win Football and Cricket Bat.

The aims of the campaign:

 Foster and support a general culture of hand washing with soap in all societies of
Bangladesh
 Shine a spotlight on the state of hand washing in each area of Bangladesh
 Raise awareness about the benefits of hand washing with soap
 Increase high brand awareness and brand engagement
 Create a strong buzz among the consumers

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2. Campaign Slogan: Fight Germs; Create Awareness

We will setup “Sepnil Physical Booth” inside the different Schools, Universities as well as in
front of different kind of Corporate Offices offering free travel pack of a hand wash, instant
hand sanitizers and soap. The campaign will run for 5 – 7 days. There will be a special offer
during campaign for example, “if anyone purchases two regular size soaps then buyers will get
either one hand wash or instant sanitizer bottle for free”. Inside the booth there will be a option
to wash consumers hand using hand wash and hand sanitizers instantly for free in order to make
our targeted people understand and aware about the product’s functionality.

We will also run this campaign in a different way for semi urban areas, where we will give
knowledge about importance of using hand wash and hand sanitizer by providing them leaflets
with a free sachet of our product as well as a T-shirt with our Logo and Tagline. Thus, the
campaign will successfully create a strong buzz and high brand awareness among the target
customers.

 Activation: Art Competition

We will arrange an Art Competition among the students of different schools such as Scholastica,
Milestone, Canadian Trillium, Singapore Kinderland and Rajuk School where they will be
provided art paper and liquid colors to draw the given scenario and the winner will get 7,000 TK,
First Runner Up will get 5,000 TK and Second Runner Up will get 3,000 TK with a Gift Box
from Sepnil which includes free travel pack of a hand wash, instant hand sanitizer and two soaps.
After finishing art competition the students will wash and clean their dirty hands with germs by
our Sepnil hand wash and hand and sanitizer. Hence, the activation will also create a strong buzz
and high brand engagement with the customers.

 Cause Related Marketing: Annual Fun Runs

We will organize an Annual Fun Runs (Word Building Competition) across the country in order
to raise fund for Orphan children and underprivileged people who are suffering from diseases
like Dengue or any other diseases of the country in different schools. We will sale tickets to the
participants in order to get registered where the price of each ticket will be 50 TK. The
competition will have 3 steps. In the 1st step there will be 10 letter blocks to make 10 words. In
the 2nd step there will be 10 letter blocks to make 12 words and in the final step there will be 10
letter block in order to make 15 words and winner will be selected on the basis of first come first
serve meaning those who can finish making words first will rise their hand and based on that we
will select the winners and runners up where each champion in different schools will get 10,000

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TK, 1st Runner up will get 7,000 and 2nd runner up will get 5,000 TK. The whole Fund Raise
campaign will be financed and sponsored by Spenil. The fund raised by this cause related
marketing will be used for the underprivileged people of our society. Thus, this campaign will
ensure the brand awareness and positive response among the customers.

 Societal Marketing: 5% Annual Donation

Sepnil will share its 5% annual profit in order to improve lifestyle of orphan children and
underprivileged people across the country hence it will create a positive image of the brand.

 Advertising : TVC

We will make TVCs where we will emphasis on customer relationship and taking care of skin.
Since, we are trying to create awareness by promoting our newly launched soap which comes
with pureness of Aloe Vera and the Mesmerizing Smell of Rose. Our TVCs will be on GTV,
NTV, Channel 24, Masranga, ATN News Channel etc. from 7 – 11 pm because most of the cases
7-11 pm are the leisure time for Bangladeshi housewives.

 Advertising : RDC

1. Radio is a very good way to catch the attention of our urban and rural customer at
the same time. So we will choose these radio stations that will repetitively air our
jingle at Spice FM 96.4, Radio Foorti 88.0 FM, Dhaka FM 90.4 and Radio
Today 89.6 FM hence it will help Sepnil to grab attention and create brand
awareness among the corporate people and businesspeople around the country.

 Advertising : Magazine

At the same time, we will advertise our Sepnil in online health care related magazines such as
Canvas, eHealth24, HealthCareBD.net. However, we will also advertise Sepnil on regular
magazine such as Weekly Bichitra and Ice Today for creating maximum awareness among the
consumers.

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Inside the magazine page where our Ad will publish we will attach a litmus paper to testify and
verify our product in order to ensure the trustworthiness and credibility.

 Advertising : News Paper

We will publish our advertisement on news paper such as Prothom Alo, Kaler, Kantho & The
Daily Star to grab the attention of the older generation parents and housewives so that we can
reach to all type of targeted customers in order to create maximum brand awareness.

 Digital Marketing:

We will use online platform in order to boost our promotional activates on our Facebook page,
Instagram page, website messenger for creating a strong buzz. There will be a Facebook as well
as Instagram business page where we will publish information as well as different type of
attention grabbing content like: tag a person who is tensed about his/her skin/ who loves which
flavor or fragrance most. We will also utilize our Facebook page in order to publish different
types of health care related tips suggested by the experts which will ensure the brand awareness
as well as brand attachment.

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 Outdoor media:

Our billboards and banners will be on several places in Dhaka city as well as outside Dhaka. We
will provide our banners to local grocery shops to renowned super shops like Unimart, Agora,
Dhali, Meena Bazzar and Shwapno for ensuring maximum customer attention.

Our billboard will be in Bashundhara, Dhanmodi, Gulshan Circle 1 & 2, Mohakhali Flay,
Jattrabari Flay Over and Uttara. Other than these places we will also have billboards on Dhaka
Chittagong Highway, Dhaka Mymensingh Highway, Savar main road, Narayangang, Comilla
and Sylhet N2 Road.

 Celebrity endorsement:

For Sepnil we will endorse Mashrafee Bin Mortaza as our brand ambassador because he has the
source power, trustworthiness and also credible among our target groups which will help us to
create brand awareness, brand attachment and engagement between target customer and the
brand Sepnil.

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 Sales promotion:

Contest: We will arrange regular contest in Facebook. In the contest people needs to Like our
Facebook page and also need to mention their 5 friends to let them know about our products. We
will provide gift pack to 3 winners. Winners will be chosen randomly.

Discount: As a new product we will give 10% promotional discount for first two months. After
that we will continuously provide occasional discounts (Eid, puja, Health Day) to our customer.

Sampling and gifting: We will establish booth in front of different super shop, school and
universities to provide our sample to our target customer. We will request them to use the sample
and give us feedback about the product. If someone give us feedback we will gift them free
Sepnil soap.

Bundling: We will also provide bundling offer for our customer. For example: Buy 2 get 1 free.
In addition we will provide extra in bundle package at the same rate.

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Conclusion:

‘Sepnil’ is a product of Square Toiletries Ltd. (STL) is one of the largest and leading "Fast
Moving Consumer Goods" company in Bangladesh. Since Sepnil has low market share with
huge number of competitors, we decide to come up with its new variety of product. Though it
has already its soap, hand wash and hand sanitizer, we re-launched the products with new
flavors. The new flavor of the product not only will ensure that consumers safety but also
fragrance and proper protection against germs. In addition, the new attractive look of the
packages will definitely help us to attract the new customer. Consumer will get Sepnil product
with a reasonable price and will find the product easily in our targeted areas.

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References:

 Sepnil. (2015). Retrieved from http://www.sepnil/square.com/about/

 Keller, K. (2017). Strategic brand management. 4th ed. Harlow: Pearson.

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