EXECUTIVE SUMMERY

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 CURRENT MARKETING SITUATION
The use of insecticide and its cost has been increased during the last decades. At present 84
insecticide active ingredients belonging to 242 trade names have been registered to Bangladesh.
Out of total insecticide use, almost 20% are used for household. Modern household life heavily
depends on the use of insecticides and has successfully increased consumption.
There is no production factory for insecticide product in Bangladesh. Bangladesh does not
produce any active ingredients, it only imports and formulates.

The following household insecticide products are available in Bangladesh market:

ACI Aerosol
Finish Powder
Chalk
Finish Ant Kill Powder
Allout Spray
Zaps (Paper)
Mothballs / Naphthalene

There are exist approximately 66 officially registered companies in Bangladesh. 6 of them are
multinational companies. Distributors buy almost all of products form those companies.
Sometimes, the insecticide companies directly sell to wholesaler.

The Insecticides industry in Bangladesh is comprised of private companies and foreign

companies. It is represent by an organization named Bangladesh Crop Protection Association.

To enter this competitive market, we have to take exceptional strategies for providing better
service and better product than our competitors.

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 MARKET DESCRIPTION
Getting rid from insects which are one of Bangladesh’s most common home invaders, several
companies produced different types of insecticide product.
Generally women want to get rid of cockroaches, ant. These insects have created many health
diseases, especially by food. Women stay at home all the time and do household works. They
take care of their children. At present, there is no eco-friendly and health conscious product
available in the market, that’s why women buy those chemical products.
Chemical insecticides were introduced in Bangladesh with a great hope to protect the home from
insect. But their random and indiscriminate use has created a very serious health problems.
Sometimes, consumer don’t want to differentiate the product name or brand name. They only
think about which product has exceptional features from others, which will give them extra
benefit and which will not create diseases on health.
After analyzing the market, we have decided to set “Women” as our target market.

PRODUCT REVIEW
Product Name: COOL DEFENDER
Types of Product: Insecticide
Main Resource: Neem Leaf
Types of Packaging: Aluminum
The Features of Product:
 Eco-Friendly Product
 No Chemical Use
 Health Conscious Product
 Flavor: Golap Jal For Better Aroma
 All Ingredients are Natural
Product Slogan: Buy It. Use It. Feel Better.
Durability: Approximately 1 month
Manufacturing Process: Home Made
Company Name: Latest Company Limited
Company Slogan: Be Prepared For Surprising

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 COMPETITIVE REVIEW
The Bangladesh insecticide market is dominated by the distributor, domestic and small
manufacturer companies. Among them, Mortein and ACI are the known competitors for other
insecticide distributors or manufacturers companies. Though Bangladesh has no production
companies, those companies have got loyal customer. The key competitors of Latest Company
Limited’s ‘Cool Defender’ are mentioned below:
1. Mortein: Mortein is an Australian brand of household insecticide owned by Reckitt
Benckiser. Together with its sister product Aeroguard, a popular insect repellent, Mortein has
become a household in all over the world.
 The available household insecticide product of Mortein are as follows:
A. Mortein Kill & Protect Spray for Cockroach
B. Mortein Kill And Protect Ant Sand
C. Mortein Crawling Insect Killer Rapid Kill

2. ACI: Advanced Chemical Industries (ACI) is one of the leading conglomerates in

Bangladesh. They produce different kinds of insect killer product in Bangladesh, especially
for cockroaches and ants. These are:
A. ACI Aerosol Insect Spray 250 ML
B. ACI Aerosol Insect Spray 350 ML
C. ACI Aerosol Insect Spray 475 ML

3. Naphthalene: Naphthalene is also a popular anti-insect and anti-moth product in

Bangladesh.
Household insecticides market in Bangladesh:
Product Type Product Name Quantity Price
Cockroach Mortein Kill & Protect Spray 350G TK.240
Ant Mortein Kill And Protect Ant Sand 500G TK.360
Ant Mortein Kill and Protect Ant Baits 75G TK.45
Insect ACI Aerosol Insect Spray 250 ML TK.150
Insect ACI Aerosol Insect Spray 350 ML TK.220
Insect ACI Aerosol Insect Spray 475 ML TK.320
Insect and Moth Extra Power Naphthalene 30 PCS TK.60
Insect and Moth Extra Power Naphthalene 50 PCS TK.94
Insect and Moth Extra Power Naphthalene 6PC TK.60
Insect Finis Powder 100G TK.32
Insect Finis Powder 80G TK.38

Despite the strong competition in the insecticides market, we believe we will create an
exceptional brand image and capture value from the target market. We offer strong points of
differentiation with the consent of health and environment.

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 MARKET SEGMENTATION
We have collected many information from our survey. On the basis of our information, we divide
customers into different segment to find the best way to market the ‘Cool Defender’. These are
mentioned below:

 Geographical Segmentation:

 City: Sylhet

 Demographic Segmentation:

 Age: Between 20-60

 Gender: Female, especially housewife. Because they want to get rid of cockroaches.

 Psychographic Segmentation:

 Social Class:
 Middle Class
 Lower Class

 Behavioral Segmentation:

 Benefits:
 Eco-Friendly
 Health Conscious

CHANNEL AND LOGISTICS REVIEW

Mortein, ACI, or other major and small companies have strong cannel to distribute their product
to customer. Though, they are foreign company, but they build strong distribution channel all
over the part of Bangladesh.
According to our capacity, we are totally new in business and have no previous experience. By
doing a survey, we collect some information for reaching consumer’s door.
Our main target market is Women. On the basis of their convenience, we select some channel to
distribute our product:
Grocery Shop: Regional grocery shop is the best distributor source for us. Generally it is located
in the main road or lines beside the houses so that women can easily buy our product.
Hawker: We will distribute our product by hawker. Because they can easily transport our
product from one place to another.––

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 SWOT ANALYSIS
We evaluate our product by SWOT (Strength, Weakness, Opportunity and Threats) Analysis.
These are given below:

 STRENGTH:
> Eco-Friendly Product.
> Health Conscious Product.
> Resources are Available.
> Low Labor Cost
> Reasonable Price.
> Aluminum is Clean Appearance.
> Aluminum does not Rust.

 WEAKNESS:
> The Aroma of Our Product will lest less than 1 month whereas other insecticide product’s
aroma lest more than 1 year.

 OPPORTUNITY:
> Large Market.
> Easy Distribution.
> Still there is No Product available like ours.

 THREATS:
> Insecticide Importer Company.
> Naphthalene Supplier Company.

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 OBJECTIVES
We set achievable objectives for ‘COOL DEFENDER’ for the first three years of market entry.
FIRST-YEAR OBJECTIVES
In 2017 on the market, our aim is to produce 20000 units and sell it to our target market in order
to capture taka 500000.

SECOND-YEAR OBJECTIVES
During the second year (2018), our object is to resize our product and increase production units
that means double sales from the first year and receive taka 1000000.

THIRD-YEAR OBJECTIVES
During the third year (2019),

MARKETING STRATEGIES
 Positioning:
Cool Defender will be positioned for the target market as “Buy It. Use It. Feel Better.” This
will allow for differentiating based on product features.

 Product Strategy:
Cool Defender will be sold with all the features mentioned in the Product Review section.

 Pricing:
We analyzed the price range of our competitor’s product on the Competitors Review. Though
our product is very small, but its all resources are available, so there we set an equitable price
range for our product that is 25tk.

 Distribution Strategy:
Based on the information mentioned in the Channel and Logistics Review section, We will
take exceptional distribution channel for receiving better response. After receiving positive
response from previous channel sources, we will expand our distribution channel line. We
will contract some dealer who will distribute our product outside in Sylhet District, such as
Habigonj, Moulovibazar, Kulaura, Sunamganj. We will also sell our product through social
media, such as Facebook.

 Marketing Communication Strategy:

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 ACTION PLAN
We will introduce our product in February 2017. To achieve our objectives which is mentioned
in the earlier pages, the following are summarized action programs that will be used during the
first four months of the year 2017:

 January: Our personal selling skill are not must workable to attract customer for product.
First of all, we will distribute our product to grocery shop in order that our target market can
easily get our product.

 February: We will hire two representatives or hawkers and train them how to introduce and
sell products to the consumers.

 March: We will advertise our product through leaflets and some local newspapers, such as
The Daily Sylheter Dak, The Daily Shemol Sylhet.

 April: We will sell our product through social media, such as Facebook. Because, nowadays
online marketing is one of the best way to introduce a product to the consumers.

BUDGETS

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