DIGITAL MARKETING AND SOCIAL NETWORKING FOR E-

BUSINESSES
Course Code: MKT 330
Section: 01
Business Name

ASHWAGANDHA

Product Category
Shampoo

Submitted To
Ehfaz Nowman (EHN)
Department of Marketing

Submitted By
Team: Seven Deadly Sins

Serial Number Name ID

10 Minhaz Uddin Jisan 1631632630
17 Shaik Masud Rana 1712960630
21 Kafayet Mohammad Abdullah 1721974030
22 Farhana Akter 1722045030
23 Humayra Hoque 1722208030
39 Fatema tuj zahra 2022631630
 Letter of Transmittal

April 18, 2021

Mr. Ehfaz Nowman
Lecturer, Department of Marketing & International Business
North South University

Respected Sir,
We present to you the report that we’ve been asked to submit develop a new Business and
serve the target customers exclusively through a new Digital Platform and serving the
Bangladesh market. Our group has assigned with a product which is a shampoo. We are
coming up an objective to fulfill the market gap.
We have named our product ‘Ashwagandha’, and have decided to follow a bricks and clicks
internet channel strategy for the business. We express our appreciation for providing us the
opportunity to work on this project. Working on this project has helped us learn new
experiences in the field of digital marketing and social networking for Digital space.
May we, therefore, pray and hope that, according to your instructions, we have accomplished all
the prerequisites of the report writing. In this situation, we are incredibly sorry if we have made
any error. We always trust you to fix our errors and direct us respectively.

Sincerely,

Minhaz Uddin Jisan 1631632630

Shaik Masud Rana 1712960630

Kafayet Mohammad Abdullah 1721974030

Farhana Akter 1722045030

Humayra Hoque 1722208030

Fatema tuj Zahra 2022631630

Executive Summary
This paper is intended to evaluate and apply the tactics and ideas taught in the Digital
Marketing course (MKT 330). It is a proposed our product to meet an unmet consumer need
for a creative and revolutionary product in an existing sector. In this report we are come up
with a product a product which is an organic shampoo made in Bangladesh and serve to the
customer at a reasonable price. Our product name is ASHWAGANDHA which is an organic
shampoo. This whole report talks about using digital platform. We are targeting the people of
urban areas of Dhaka city who are more conscious about natural product and accept toxic free
product. Then we are going to position our product with our tagline ‘Care your hair
naturally’. In this paper there are two segments firstly we are talking about the situation
analysis about ASHWAGANDHA and also done environment analysis for our product. We
are come up with an idea to fulfill the market gap. Then we are talking about control
mechanism which is done through Google analytic. The second part of the report is all about
digital promotion and this promotion strategy is all about online promotion. This part is most
important part our main aim is to targeting people who are our desire customer. In the
promotion part we are talking about the internet and IMC which is web 1.O. In this section
we are chose google ads for our advertising. For our advertising we select both search
network and display network. In the search network we go for paid searches ad and for the
display network (GDN) we are discuss about some advertising campaign with Google ads.
ASHWAGANDHA is also follow the Google funnel model. Then we are talking about
advertising on social media which is web 2.O, here we are run some social media campaign
on Facebook, Instagram. We are try our best reach the right people, right place and right
time, using digital platform. ASHWAGANDHA is expected to become a very good and
sustainable company in the near future if the ideas created by this company are properly
implemented.
 Table of Contents
Introduction and situation analyses......................................................................................................1
Product Category: Our product category is shampoo........................................................................1
State of that category in the Bangladesh market..............................................................................1
Environment Analysis and Problem Identification.................................................................................1
PEST Analysis.....................................................................................................................................1
SWOT Analysis...................................................................................................................................3
Cross reference of SWOT analyses................................................................................................4
Problem Identification.......................................................................................................................6
Objective and Strategy..........................................................................................................................6
Target market....................................................................................................................................6
Objectives:.........................................................................................................................................6
Developing a strategy using 8P analyses...........................................................................................7
Control Mechanisms..........................................................................................................................8
Promotional Platform..........................................................................................................................10
The internet and IMC: Web 1.O.......................................................................................................10
Web 2.0: Platforms to Promote.......................................................................................................13
References...........................................................................................................................................16
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Introduction and situation analyses

Product Category: Our product category is shampoo.
State of that category in the Bangladesh market
The demand for a shampoo can ranges from a need to a desire depending on the affordability
of individual to individual. Currently the shampoo market leader in Bangladesh is Sunsilk
with 38% of total market share. Sunsilk is followed by Head & Shoulder who has 29% of the
market share. Except that, Pantene, Dove and Clear are competing in the same market with
respective market share. But none of these brands offer pure organic shampoo. Most of their
ingredients are synthetic which creates a demand for organic shampoo where only imported
products exist to satisfy that demand. As a result, organic shampoos are super expensive. This
makes them out of range for most of the people. Because people who are interested in organic
shampoos are only willing to pay a 15%-20% more than what they pay synthetic shampoos.

Environment Analysis and Problem Identification

PEST Analysis
The whole PEST analyses have been conducted from the perspective of Bangladesh

Political

 Stable political situation: Bangladesh has a stable political situation with few
unorganized unrests for last couple of years. This is a positive sign because for any
company to run its operation smoothly.
 Stable tax rate of 15% (since 1991): Bangladesh has a stable tax rate of 15% since
1991 which indicates more profit as sales has been increased over time but tax rate
remains the same.

Economy

 Increased Disposable income: The curve of individual disposable income in

Bangladesh has been an upward slop since 2006. This is a positive sign for our
company because increased disposable income indicates increased affordability which
will eventually result in sales growth.
 Inflation rate: Current inflation rate is 5.52% and projected inflation rate is 5.62%.
Price may go up in future due to the expected increase in inflation rate. This might
affect sales in future.
 Page |2

 Interest rate: The interest rate usually varies between the range of 16-18% from
financial institution to institution.

Social

 Demography: The median age of Bangladesh is 27.1 years. 40.07% (25-54yrs) of

total population are Gen Y and somewhat Millennials. This is a positive sign for a
company offering quality shampoo. Because majority in this age category are self-
reliant. This allows them to afford better quality lifestyle. Another important factor is
majority in this age category are active in Digital Space.
 Lifestyle: Nowadays both male and female are getting concerned about taking care of
their outlook. Their concern regarding the outlook has created a potential demand for
beauty products. Specially people prefer organic products in terms of choosing
cosmetics. They are even willing to pay a little more for organic cosmetics. This is a
good sign for our brand.

Technology

As we are planning to serve our target market through a digital platform, technology has
turned out a very important factor in our case. The number of smartphone user has been
increasing among the people of most ages (16-50). Most of these smartphone users have
access to internet which makes it convenient for a company like us to serve those people
through a digital platform.

Another important point is due to the recent pandemic, ecommerce platforms got a boost.
Now more and more people prefer to purchase their daily stuff from online. This creates a
positive sign for our brand.
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SWOT Analysis
Strength Weakness
 Full organic  Low or zero brand recognition
 Lower price relative to those offered by  No existent brand loyalty
competitors  Zero market share
 The usage of digital medium to reach our  Zero cost advantage (as our learning
exact potential customers more and experience curve is flat)
efficiently
 E-commerce
 First Bangladesh based organic shampoo
manufacturer

Opportunity Threat
 Potential demand among an attractive  Established competitors
portion of customers of the market (if we  Threat of new entrants into the
can offer in a reasonable price range) organic category (as there are
 Increased smartphone user with internet established shampoo companies
access competing in a different strategic
 People's preference for purchasing from group such as Sunsilk, Dove, Pantene
e-commerce sites has been increasing etc.)
 Pandemic (a we’re serving our target
customers through digital platform)
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Cross reference of SWOT analyses

SO: Strength-Opportunity

We’re offering organic shampoo in a reasonable price range (600Tk for a 400ml bottle of
shampoo). On the other hand, there is a potential demand among an attractive portion of
audience who are interested in organic stuff for a reasonable price range. The demand of this
particular segment is matched with what we are offering. So we can serve this particular
segment.

People’s preference in terms of purchasing from e-commerce sites has been increasing. This
is an opportunity. But there are already established competitors competing in the same
strategic group. They have been offering cosmetics through their digital platforms for a
while. As a new brand, we don’t have that benefit of learning and experience effects.

ST: Strength-Threats

Currently we’re good at offering organic shampoo in a reasonable price range. We are able to
offer a better deal than our competitors because in this strategic group, there is no other
Bangladeshi based manufacturer of organic shampoo. But there are a lot of synthetic
shampoo manufacturers in Bangladesh with heavy resources such as Sunsilk, Dove, Pantene
etc. They can enter into the market we’re competing and grab the market from us. So before
those companies entering into the market, we need focus on creating a customer base. In
order to do that, we need to provide different variants of organic shampoo in a far reasonable
price range than the imported ones such as The Body Shop, OGX, WOW etc. It will allow us
to defend our position in this market whenever any competition comes with similar advantage
that we have.

WT: Weakness-Threats

We need to compete with brands that have global recognition. But as we’re a new brand, we
don’t have any brand recognition. This may work as a barrier for people to try our brand over
our competitors.
 Page |5

High price

We want to
position our
brand here in
the market

Synthetic Organic

low price
 Page |6

Problem Identification
There is a potential demand in the market for organic shampoo. There are a lot of brands
offering organic shampoo as well. But the problem is all of them are priced so high that these
are out of reach for most of the people. The reason of this high price is because all these
organic shampoos that are available in Bangladesh are imported. So there is a gap in this
market. We want to close this gap by offering organic shampoo in a reasonable price range
relative to those offered by the foreign brands. As we are a Bangladeshi based shampoo
manufacturer, we can offer such organic shampoos in a better deal. So that people from
middle class can also afford them along with the upper class.

Objective and Strategy

Target market
Middle class and upper class who are active in digital space and who are interested in the
organic category of beauty products.

Objectives:
“Ashwagandha Shampoo” is going to set SMART marketing objectives. SMART stands for
specific, measurable, attainable, relevant and time specific. The objectives will also be based
on the 5S’s. These are the benefits of internet marketing and Ashwagandha will set its initial
objectives to use these benefits. Therefore, the marketing objectives of “Ashwagandha
Shampoo” are given below

 Sell: Ashwagandha’s sell objective will be to increase its sells of organic shampoo
by 10% within next 12 months.
 Serve: Ashwagandha’s serve objective is to increase customer satisfaction in
buying and using Ashwagandha organic shampoo by 15% within next 8 months.
 Speak: The objective of the company is to increase customers’ engagement with
the company by 18% within next 10 months through arranging hair care shows,
sending hair care tips via mails and SMS etc.
 Save: The objective is to reduce fixed costs such as cost of warehouse, delivery
cost etc. through optimizing the inventory of its products by 10% in next 12
months.
 Page |7

 Sizzle: The objective is to increase the interaction of customers with its

application, website, social media page by 20% through inputting organic beauty
products related videos, blogs, interactive contents, posts etc. in next 12 months.

Developing a strategy using 8P analyses

The details of strategy
Product: “Ashwagandha” is an organic shampoo brand. That is actually a hair care product.
Our customers are going to use this for having healthy hair within an affordable price range,
which they might not be able to get from other shampoo brands, which are not organic.
Initially we are offering only three flavors of shampoo, which are banana, coconut and aloe
Vera, so there are few varieties right now. However, we will introduce more different flavors,
according to our customer’s choice.

Price: As we are introducing organic shampoo for the first time, which is made in our
country. So the cost of manufacturing will be a little bit higher. So the price will be a little bit
higher but less than our competitors. We are going to use cost based pricing for our product.
It means after calculating all the costs we will add 10% profit to it. We have estimated to
price 600tk for a 400ml bottle of shampoo.

Place: We are going to hold our whole operation through online. We will have a website
through that website customers will be able to order our products very smoothly. So we will
follow majority clicks as our whole revenue streams will come through online. Our brand
also falls under pure play, as the brand born online and everything is done through online.
 Page |8

Promotion: To reach the customers “Ashwagandha” shampoo brand need to promote its
product, so that its potential customers would come to know that this kind of shampoo brand
exists. So, for the promotion the company is going to use both Web 1.0 and Web 2.0.

People: For our brand, we will make sure that we hire people as employees, who are
responsible, know how to handle the websites and be able to have a good conversation with
our customers. We are hiring these kinds of people, as they will be the representative for our
brand. Because of their communication skills and handling the website will help us to earn
brand loyalty. Eventually it will affect positively on our revenue. Besides that, we will also
provide some training to our employees so that they become perfect. The internal
stakeholders of “Ashwagandha'' are the owners, suppliers, partners, employees. The external
stakeholders of the company are the customers, the government and the competitors.

Process: The “Ashwagandha” brand’s aim is to make sure its customers have a good
experience. To make sure that, the company will provide all relevant information like about
the product, which ingredients are being used to make it, the price etc. through its website.
For the customer’s convenience, the website will be designed in such a way that customers
find it easy to access and navigate. The company’s website will also have a search box,
shopping cart, review option and also a chat box so that customers can ask anything to the
moderators or can also complain about the product or service, if they find any problem.
Through the review, option customers will be able to see what others think about the product.
So the customers just have to go to the website then need to search for the product then need
to click the buying option and have to choose how they are willing to pay like through cards,
bkash or cash on delivery. Soon the company will launch a mobile application.

Physical Evidence: As “Ashwagandha” company is just going to operate its whole process
through the website, then it needs to focus on the outlook of the website. This website will
allow the visitors to view the product, learn information about the product and be able to get
them at their home with just a few clicks. Besides the search box, chat box, review option etc.
there will be another option through which the customers will be able to share their opinion
about the product, which will help the company to improve its product as well as will be able
to know about the customers’ choices. Through the website site visitors, customers will also
be able know if the company is coming up with something new.

Partner: As it is a new business, so we have decided to deliver the product to our beloved
customers through third party logistics for example Pathao. For convenience, we will also
 Page |9

give options like the customers can also pay through bkash, Nogod. Our suppliers are also
considered as an important. Therefore, Pathao, Nogod, bkash, suppliers of raw materials are
the partners of “ASHWAGANDHA” company.

Control Mechanisms
The performance metrics we planning to use to measure our performance are discussed
below:

Financial Metrics

It measures a company’s performance on the basis of its sales, revenues, cost reduction, ROI
etc. if a company’s sales, revenue increases, its Return on Investment (ROI) increases or
becomes positive. A positive ROI indicates that the company is earning more money that its
cost. It also shows the company’s market share is growing and making profit.
ASHWAGANDHA company has to use its resources to the fullest and reduce its cost. If it
can do these tasks, it will increase its sales, revenues and the ROI will be positive. It will
indicate that the company’s measure in financial terms is healthy. Thus, no changes needed in
its financial policy.

Social Media Performance Metrics

As we all know that, most of the people in the world are active on different social media.
Therefore, the companies need to be present on these social media so that it can be able to
connect more to its customers. To measure the success of a company, social media plays an
important role. No. of subscribers, like, views, shares, comments are one of the indicators to
measure success. So “ASHWAGANDHA” company need to focus on whether their
subscribers, likes, shares and positive comments are increasing or not. If yes, then it is a good
sign for the company that the way they position their brand, it is perfect that causes them to
earn more profit and brand loyalty. If no, then there must be something going wrong which
needs to be fixed.

Awareness/exposure metrics

 Unique visitors: We will count number of new visitors is visiting our website.
 Bounce rate: Along with unique visitors, we will check the bounce rate for a
particular ad or webpage.
 Impression: We will observe the impression to measure how many times people saw
our ad.
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 No of search: We will measure how many people actively search our brand.
 Search engine ranking: We will keep an eye on both the ad ranking and search
ranking of our brand on the google SERP.

Share of voice

 SOV: We will use the tool called Share of Voice to compare the number of people
talking about our brand against the number of people talking about our competitors.

Action metrics

We will use action metrics such as CTR to identify the number of people who have
participated or gone through a particular action when they visited our website. For example,
we will measure how many times a link was clicked, the number of forms are filled up, no of
purchases are made etc.

Innovation metrics

We will also track the involvement people have with our brand on the digital space. For
example, the hypes regarding our brand among the influencers or the common people.

Promotional Platform
The main objective of promotion through digital platforms is to reach the right people, right
place, at the right time. Promotion using the online platform is less media wastage. Digital
platforms are very good to find similar interesting people. Here our advertising media is
Google. Google has two different categories for the purpose of digital advertising. We are
going with Google Ads which is for advertisers.

The internet and IMC: Web 1.O

Google Ads: Google Ads provides two Ads structure that are Search Network and Display
Network (GDN). We are using these two networks for our advertising.

A. Search Network: Advertisements may appear on the Google Search Network, which
is a collection of search-related websites and applications. If someone searches for
terms similar to one of the keywords, ad will appear near search results when
advertising on the Google Search Network.
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Paid Searches: This is done through Google Ads. We will allocate a couple of
keywords (Biding) to Google for our website. So, our site connection will show when
anyone looks for such keywords on the Google SERP (search engine result page)
page.

1. In below we are discussing keywords match types for our website:

 Broad Match: Shampoo, Organic Shampoo, Natural Shampoo, Non-Toxic shampoo,
Toxin-free shampoo, best natural shampoo, Innate Shampoo, Hair fall control. These
keywords are close variations so that google will consider synonyms and also
misspelling.
 Broad match modifier: +organic +shampoo. This (+) symbol will consider
misspelling but does not consider synonyms.
 Phrase match: “Organic Shampoo” “Toxic-Free Shampoo”. This (“ ”) this symbol
helps to find an exact match for the keywords.
 Exact match: [Organic shampoo] [Non-Toxic shampoo]. This Exact match is
marked for very specific keywords.

2. Ad extensions
Google allows only 4 extensions for the desktop site and 2 for mobile devices.

i. Site link: Our “ASHWAGANDHA” product and link to our website will
appear at the top of the advertisement. EXAMPLE: https://ASHWAGANDHA
SHAMPOO. com

ii. Structured Snippet: Where we will be highlighting the special aspects of our
business: Ex: ‘Organic Shampoo,’ Here you can get all the herbal and organic
shampoo that will help to heal your hair. All the products are handmade and
premium quality with an affordable price.

iii. Message extension: This will direct to the chat box on the website.

iv. Price extension: This will help to know about the price of our shampoo.
We are also going to use Google Ads to promote our page in the Google SERP (search
engine result page). Like:

B. Display Network (GDN): Display network works third-party websites (a website that
is owned by a publisher). Here non-interactive banner ads will be placed in other
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relevant websites, blogs. Example: Our banner ads in rectangular shape will be
displayed on Prothom Alo’s ‘Lifestyle’ section where people normally seek the
newest update about health and lifestyle. We are doing behavioral targeting there.
Many people who are interested in health care might end up liking our page as well.

Rich Media ads: This includes advanced features of digital marketing ads which
include video, audio, and other product-related ads that will create instructiveness. We
are going to add some rich media ads to engage more of our customers.

Some unavoidable ads that grab our attention while scrolling through Instagram, Facebook
Newsfeed, and These ads will be sponsored by us.

Viral marketing: Here we are going to executive a promotional campaign where people
need to share a before and after picture of their hair. This campaign mainly designed to show
 P a g e | 13

the aftereffect of the customer’s hair after using our: ASHWAGANDHA””’ shampoo. Also,
we are going to use ### hashtags. The 3 lucky winners will get a whole packet of gift
hampers from us.

i. Campaign with Google Ads

 Search network campaign: When someone searches for organic shampoo online
and types in "organic shampoo," a keyword presumably bid on, then Ads will
appear in the endorsed section of the search results. The searcher will select our
ad, visit our site, and ideally take some sort of action–ahem, make a purchase–
because we carefully crafted it with high-quality photos and convincing ad text.
Basically, this search network campaign is promoting SERP.
 Display network campaign: Here we are promoting our advertisement on the
third-party website for example we are promoting our product on YouTube and
Facebook.
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 Video campaign: We have also introduced a video format ad for the third-party
website (the website which supports video format ad).
 Search network with display OTP in: We are going to advertise informative ads
in this ad people know the details about shampoo.
ii. The Google Funnel

Awareness
Gain
Considaretion

Drive Action

 Awareness: Our main goal is to provide organic shampoo which is made by

Bangladesh and distribute this at a reasonable price. We are going to some attraction
ad on our website. This awareness campaign is for the customer who is come to the
website and ad to cart the product but never continue shopping.
 Gain consideration: A shampoo with a variety of surfactants is needed. Our gaining
consideration is to know about the competitor and find out about them. Lookalike
audience who are interested in organic shampoo with reasonable price.
 Drive action: we are going to show some action-oriented ads about our shampoo.
This will help to catch the customer’s attention.
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Web 2.0: Platforms to Promote

It can be difficult to create and distribute your own product, but it can also be exciting.
Having a one-of-a-kind product to sell your group or clientele is the first step toward being an
artisan. Natural goods are in high demand these days due to customer concerns about
additives and toxic ingredients in everyday objects. The following are the channels we intend
to use to promote our organic shampoo business:

1. Run a social media contest

Social networking competitions are a fun and simple way for us to interact with
customers while also attracting more fans/followers and prospects. Facebook contests
generate 34% new customers on average per campaign, which is a perfect way to
compensate for the platform's low organic reach.
2. Share customer reviews on Social Media
Allowing our customers to advertise our product is one of the most effective ways to
promote it. We can then ask them to write an online review of the organic shampoo
for a testimonial if we use any of the previously listed ideas (like providing an
upgrade or a free trial).
 P a g e | 16

What platforms our audience uses and what their online habits are will determine the best
way to promote organic shampoo. Regardless, we can cross-promote and use different
platforms. The more coherent and cohesive our message is, and the more our audience knows
about it, the higher the likelihood of interaction. To get the results we want from our next
organic shampoo service offering, try out the techniques mentioned above.

Facebook: For companies, a Facebook page is an excellent free marketing tool. Our pages
enable companies to define themselves by sharing links, photos, and posts on a personalized
page to provide a clearer understanding of a company's personality and character. We still
advertise on Facebook. Facebook ads, which appear in the side columns of the Facebook
homepage, are the company's own type of advertisement. Marketplace Ads are a more
descriptive term for these classic ads.

Instagram: Thousands of advertisers, photographers, bloggers, authors, and brands have

been experimenting and promoting their brands on Instagram over the last few years. We are
sharing some of our thoughts, ideas, and experiences to assist us in growing our organic
shampoo brand's account and business.

 Optimize our Instagram Account.

 Follow Industry Relevant Accounts.
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 Find Popular Hashtags In our Organic Shampoo Industry.

 Get Shout Outs from Others.
 Share our Posts on Instagram Regularly.
 Use Hashtags in The Comment Section.
 Run Instagram Contests.

YouTube: Social media marketers often ignore YouTube marketing. Some people consider
YouTube to be a social media platform. Others see it as more of a video-on-demand service.
In either case, there are a plethora of marketing opportunities on YouTube—especially if our
target audience is there while our competitors aren't. We’re going to try the following for
YouTube marketing:

 Create a YouTube channel for business

 Learn about our audience
 Research our competition
 Learn from our favorite channels
 Optimize our videos to get views
 Write a strong title
 Create a standout thumbnail
 Write a keyword-rich description.

References
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Bangladesh Customs. (n.d.). Operative Tariff. Retrieved from Bangladesh Customs:

http://www.bangladeshcustoms.gov.bd/users/search_operative_tariff?
description=3304.99.00

PhD Essay. (2021, February 13). Sunsilk in Bangladesh. Retrieved from PhD Essay:
https://phdessay.com/sunsilk-in-bangladesh/

TRADING ECONOMICS. (n.d). Bangladesh Disposable Personal Income2006-2019 Data | 2020-2021

Forecast. Retrieved from TRADING ECONOMICS:
https://tradingeconomics.com/bangladesh/disposable-personal-income#:~:text=Disposable
%20Personal%20Income%20in%20Bangladesh%20is%20expected%20to%20reach
%2080119.07,macro%20models%20and%20analysts%20expectations.