TABLE OF CONTENT

SL. NO CONTENT PAGE NO.

1. Cover Page 1

2. Table of Content 2

3. Executive Summary 3

4. Product Review 4

5. Competitive review 5

6. Company’s Current Situation Analysis 6-8

(SWOT Analysis)
7. Marketing Strategy 9-10

8. MARKETING ORGANIZATION 11

9. Budget 11

10. Conclusion 12

11. Reference 13

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 Executive Summary

Our company MSYF PVT LTD plans to import a product that is commonly used globally
but is relatively new to Bangladesh. Our product is unique and unsought. We shall provide
the best quality product to our customers and solve a problem that has been longing for an
easy solution

Our mission is to create a new genre of Cleaning product thereby initiating the birth of a
whole new industry. The Tide to go stick is an easy to use stain removing pen.

We are targeting working adults aged 25-60. The convenience of our product can surely
break the old traditional way of dealing with stains.

The primary objective is to create mass brand awareness and reach the break even sales of 1
million units. Our product will ship into the country within January 2016 and that’s when we
launch our products and begin our mass promotional campaign.

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 Product Review:

It’s Tide To the Rescue

The product we offer is something that has not been introduced to our market yet. It is a handy
survival tool. I use the term survival because there were many times in the lives of all of us we
had to get rid of a stain almost instantly to avoid embarrassment and ridicule. Our product the
“Tide To Go” Pen is an instant stain remover that will save you from such shameful situations.

Tide to go is a pen that helps to remove even the most brutal stain marks away from your all your
cloths. It does so with the combination of a powerful cleaning solution that breaks stains
down, and a micro-fiber pad that lifts and absorbs them. Tide to Go Laundry Detergent is the
#1 instant stain remover* to help remove some of your toughest fresh food and drink
stains.

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 Competitive review

The Household washing industry is currently dominated by a few brands. None of which are our
direct competitors solely for the reason that our product is about to be the first of a kind in the
Bangladeshi market. However we have taken into account the potential competition we may
have to face from the following brands.

 Wheel: Wheel is a detergent brand from India that has been introduced to Bangladesh
decades ago. Their effectiveness in the job is well enough for the price they ask. They
have established themselves as one of the most trusted brands in the industry.

 Surf Excel: We have all been an avid customer of this brand at least once in our lifetime,
they are considered to be more effective than other brands and have been widely
advertised over the years. To this day people instantaneously think of surf excel when
they have a stain to deal with. Surf excel undoubtedly holds the maximum market share
as of yet, and their brand image is widely appraised due to their creative TV commercials
and slogans.

 Rin: Another unilever brand that targets consumers who wish to whiten their discolored
white clothes. Rin has less popularity but still has a brand image that can match the other
brands in the list.

 Jet: less popular and cheap, but still a direct competitor. They are not widely advertised
but is commonly used.

None of these brands has a product similar to ours, so they cannot directly compete with us. But
the fact that people are very much used to these products means getting our brand into the market
is going to be tough

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 SWOT ANALYSIS

The primary tool used to make sense of the information is a SWOT analysis, which stands for
strengths, weakness, opportunities, and threats. The strengths and weaknesses are internally
focused and the opportunities and threats lie in the external marketing environment.

 Strengths:

 We will provide quality product

So far we planned for our business, we the executive body decided to put more emphasis on
providing quality product. We know for a business, it is very important to pay attention to the
service quality as it attracts customer.

 Affordable pricing

Our pricing system is affordable which is the main thing that customer always looking for.

 Extensive marketing strategy

We will mostly emphasize on marketing and advertising activities. No other company like us to
performs this activity. So it is definitely a great strength for our Business. We will run
promotional campaigns, advertise on newspapers, banners and many more, which other business
don’t actually perform.

 We are the pioneer in our Country

The product is totally unique in our country. As we are going to provide instant mark removal
and so far we know that there is no other competitor in market to provide this kind of product. So
it is certainly a great strength for us.

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  Enthusiastic Management

We are some enthusiastic young entrepreneur and we are committed to business to make it very
profitable with providing quality product.

 WEAKNESS

 Brand unawareness

Unawareness of our brand among customers is our main weakness. But we are able to overcome
this obstacle at the very first stage through extensive advertising and promotion.

 Lack of product knowledge

As we are the first in this business and this is the first time that we have come up with such
unique idea, it is obvious that we will have lack of product knowledge.

 New Employees

We want to diminish our operation cost and that is why we will employ new employees who
might not have previous experience to sell this kind of product.

 Lack of Information

As this is new kind of product in Bangladesh people do not have much information about it. So
to inform people we have to spend lots of money for informative advertising.

 Opportunities

 We the owner of the business are enthusiastic

We the Five executives as well as the shareholders of the company are willing and able to run
this business. In market environment we often observe that many business fail due to the lack of

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willpower or training. But in our case the situation is different. We believe we can go the extra
mile for the passion we have to make this a success. We will consider it as our opportunity.

 Higher demand and increasing popularity

Our Product will certainly have higher demand and its popularity will increase day by day as
people will get all the necessary information and as they will get to know about our product
from advertisements and also from other people

 Monopoly Business

In the market there is no other company to provide this kind of product, so far. So it is a great
opportunity for our company to introduce about our product which contains quality that promises
to satisfy customers.

 THREATS

 The conventional Washing detergent has been an essential in everyone’s daily

lives for quite some time now. It’ll be hard for us to introduce a new kind to a
market already used to the regular wash and dry method of cleaning. Our goal is
to properly emphasize on the difference between detergents and stain removers
and use that to market our product.
 Our brand image is relatively unknown to the consumers of Bangladesh. To
establish ourselves as dependable brand we need to directly communicate with the
consumers and compete with their already existing solutions and offer them our
one.

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 Marketing Strategy

Market positioning
Our mission is quite simple. We plan to break in to the market with our product and get it stuck
in such a way that life without our product will be hard to imagine. To do this, we have to
challenge the already existing wash and dry stain removal system which our society is used to.
We plan to educate our customers about the difference between the two, our product is not an
alternative to detergent soap, it’s just a handy tool to have to make our washing chores much
easier.

Relative to other brands we have the competitive edge. Our product is as of yet, unsought. We
plan to take over the Washing product industry by introducing this product to our market. We
will target our product to households consumers. Adults who are in dire need of a solution to
their stain problems., both for their clothes and their children’s.

Our plans are to integrate the brand into the consumer’s mind in such a way that similar products
released by competitors will have trouble gaining market share. We plan to penetrate the market
through these steps

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Promotion:
Tide already has a very lucrative brand image in the outside world, here we have seen tide
detergents in convenience stores but has never been mass marketed. In choosing detergent
soaps the market belongs to Surf Excel, Wheel and others. Our first step will be to create
brand awareness through mass promotion. We will do that through the help of TVCs and
newspaper ads and billboard banners.
The message we will deliver in our ads is simple: You have stained clothes? Here, buy this.
That is the gist of the advertising campaign we plan to follow, since this problem is widely
common, our path is clear. All we need is to let them know, they have a better solution.

Months ago Nescafe released a campaign where they had boys dressed in red selling coffee
in the streets, We plan to take a similar approach with our product. We will send a van full of
our product with a few trained employees in a van. We call it “The stain removal challenge”.
Our goal is to attract pedestrians and demonstrate what our product can really do. If anyone
has a stained piece of cloth with them right there, we will show them the effectiveness and
convenience of our product We will do this in residential neighborhoods and will continue
doing so for a month to promote our brand. Then we will depend on our mass marketing
campaign and word of mouth to get itself a permanent position in the market.
We will add another level to our promotional campaign, This will include a similar version
of our direct marketing plan, but here we will get ourselves a booth in schools, shopping
malls and hand out free miniature sachets of our product. People will be more inclined to try
our product for free because there are no strings attached. “The stain removal challenge”
routine will also feature in these booths and to attract consumers, also we shall hand out
brochures to customers interested to know more.
Distribution :
We will ship our product to every convenience stores and superstores in the country with the
help of intermediaries. The shop owners will be advised to rack our product in a way that is
most pleasing to the eyes of the customers, we will send trained employees who will promote
the product to shopkeepers show them the way it should be sold.

Pricing:
The traditional tide to go pen costs 3 dollars in average globally, we decided to put a price
tag of 250BDT. Although it costs more than detergent soap it has a lot to offer that
traditional detergents cannot.

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 MARKETING ORGANIZATION

Md. Saif Newaj

Chief Marketing Officer

Yasin Anam
Md. Mejbahul Ali Advertising Manager Md. Abdul Fattah
Sales Manager Reaz
Promotion Manager

Ahbab Ahmed Sajin

Advertising Analyst

Budget:
With a wide advertising campaign and mass promotion, the budget for our plan is pretty high.
We have reserved 50% for promotion and advertising, we have estimated that we would need
20% for Employee wages and Expenses and the rest 30% for the import cost of the product. By
our calculation we shall need to sell 1 million units to break even.

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 Conclusion

As you all know, Our company MSYF PVT LTD has a well thought out plan to implement
in the market, we know there may be obstacles we haven’t anticipated yet, but we are
confident we can tackle them. We believe we shall succeed in meeting our projections. Our
Product will give you those things that you will want. Our objective is to make profit by
giving proper needs and services to people as they want.

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 Reference

 Principle Of marketing (A south Asian Perspective) by Philip kotler, Gary

Armstrong, Prafulla Y. Agnihotri, Ehsan Ul Hoque.

 https://www.youtube.com/watch?v=_Bp54a07UFg

 https://www.unilever.com/brands/?category=408126&country=407961

 http://www.myfrienddebbie.com/article_master.php?id=320

***The End***
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