Group Contribution list

Sr Name ID Contribution/ Topics (written/done for

Number the report)
1 Nayem Bin Khaleque 1120385530 2.1, 2.2, part E (SMART IMC Objective
Table, Media Mix Table, Interactive
Static Content Marketing)
2 Md. Nazmul Hasan 1410313030 Part A
3 chowdhury Shibli 142-145-6030 Part D, E(Integrate B2C sales
Maruf promotional keys, Integrate Digital
Marketing Strategies, Integrate PR
Strategies)
4 Moinul Hasan 1520876633 1.2,1.3 (not properly work)
Bhuiyan
10 Dipta Roy 1620386030 Part B, C, F
12 Nasir Shorif 1712165630 1.4 to1.9, G, H
GROUP PEER EVALUATION FORM (ATTACH AS APPENDIX)

YOURE NAME: NAYEM BIN KHALEQUE, NASIR SHORIF, DIPTA ROY, CHOWDHURY SHIBLI MARUF.

ASSIGNMENT: MKT __460______FINAL REPORT ON ______TIBET_____________

CAREFULLY EVALUATE THE PERFORMANCE OF EACH MEMBER OF YOUR GROUP, EXCLUDING YOURSELF,
OVER THE PERIOD OF THE GROUP PROJECT.

5 – OUTSTANDING 4 – GOOD 3 – SATISFACTORY 2 – POOR 1 – UNACCEPTABLE

Group Group Group Group Group Group Group

Membe Memb Memb Memb Memb Memb Memb
r #1 er #2 er #3 er #4 er #5 er #6 er #7
Name: Name: Name: Name: Name: Name: Name:

Nayem Md. chowd Moinu Dipta Nasir

Bin Nazm hury l Roy Shorif
Khaleq ul Shibli Hasan
ue Hasan Maruf Bhuiya
n

1. Did his/her fair share of the work 4 2 4 1 4 4

that was required
2. Cooperated with other group 5 1 3 1 4 5
members

3. Shared responsibilities and did not 1 5 1 5 1 1

try to take charge inappropriately

4. Completed his/her share of the 5 2 4 1 5 5

work on schedule

5. Always submitted his/her best 5 1 4 1 5 5

effort

6. Communicated thoughts and 4 1 4 1 4 4

feelings effectively

7. Was always well prepared for 5 2 4 3 4 5

meetings and the actual
presentation.

8. Participated in, and contributed to, 4 2 4 2 4 4

all relevant discussions

9. Attended group meetings when 5 3 5 3 5 5

required to do so.

10. I would choose this person, over 5 2 5 1 5 5

all others, to be in the same group
with me in the future.

1
Rejuvenation
of Tibet
A Strategic Study

1
TIBET Submitted to: Sherina Idrish

Name ID Serial

Nayem Bin Khaleque 1120385530 1

Md. Nazmul Hasan 1410313030 2

Chowdhury Shibli Maruf 1421456030 3

Moinul Hasan Bhuiyan 1520876633 6

Dipta Roy 1620386030 10

Nasir Shorif 1712165630 12

1
 ACKNOWLEDGEMENT

We would like to express our special gratitude to our lecturer Sherina Idrish, who gave us the
wonderful opportunity to do this brilliant project that helped us in doing a lot of research and we
came to know about many new things. We would also like to thank his immensely for providing
us the conceptual and theoretical clarity regarding various topics. Our lecturer, who gave us
passion and encouragement for doing an excellent job, advised us to ensure our project’s success,
and spent his valuable time to help us. The blessings, help and guidance given by him time to
time shall take us a long way into the future. Last but not the least, we would like to thank the
people surrounding us, who have made valuable comments, suggestions regarding this proposal
which gave us an inspiration to improve our project. We thank all the people for their help
directly and indirectly to complete our project.

1
CONTENTS
Executive summary:........................................................................................................................................... 6

Company over view............................................................................................................................................ 7

Industry and the company.................................................................................................................................. 8

1.4 SBU........................................................................................................................................................... 8

1.5 pestle analysis.......................................................................................................................................... 9

1.6 Porter’s................................................................................................................................................... 11

Profitability Analysis of KCCL (Tibet Detergent) based on Porter’s five factor model:..................................11

Threat of New Entrants:........................................................................................................................... 11

Threat of Substitute Products:.................................................................................................................. 11

Bargaining Power of Buyers:.................................................................................................................... 12

Bargaining Power of Suppliers:................................................................................................................. 12

Power of Complementors:....................................................................................................................... 12

1.7 consumer profile.................................................................................................................................... 12

1.8 and 1.9................................................................................................................................................... 14

2.1. Table for turnaround Strategy............................................................................................................... 16

2.2. Growth Strategies for Tibet................................................................................................................... 17

Part A............................................................................................................................................................... 19

Part B............................................................................................................................................................... 20

Product........................................................................................................................................................ 20

Value proposition:........................................................................................................................................ 22

Positioning Statement.................................................................................................................................. 26

Array of Brands with justification................................................................................................................. 26

Pricing.............................................................................................................................................................. 26

Price vs Perceived Quality position/s............................................................................................................ 28

Part D............................................................................................................................................................... 29

Distribution.................................................................................................................................................. 29

Part E:.............................................................................................................................................................. 31
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 SMART IMC objectives Table........................................................................................................................ 31

Media Mix Table.......................................................................................................................................... 32

Part F................................................................................................................................................................ 44

Part g............................................................................................................................................................... 45

Part H............................................................................................................................................................... 48

Reference …………………………………………………………………………………………………………………………………………………… 50

1
EXECUTIVE SUMMARY:
Tibet one of the main sister company of Kohinoor Company. Apart from other economic sectors
in our country, the cosmetics and toiletries industry is one of the main sectors contributing to the
national economy. The report aimed to give a brief overview of the performance of the cosmetics
and toiletries industry in Bangladesh. The report presents an overview of the market and
facilities of the cosmetics and toiletries industry in Bangladesh. International brands are playing
an influencing role in the higher Bangladesh market where quality is more than price among the
factors influencing purchasing decisions. Spending Local manufacturers create low-cost toiletries
and perfumes with their own brands and focus on mid-priced market segments. Many long-term
domestic industries in the areas of tariff protection, tariff reduction / elimination and other non-
tariff barriers are struggling to adapt to changing competitive conditions. In addition, some
organizations believe that trade liberalization has weakened them in order to increase
competition with foreign companies. Competition from domestic firms has also increased
considerably.

1
COMPANY OVER VIEW
The Orion Group was set up by Obaidul Karim during 1985 when he started with Orion
Laboratories Ltd. The Group's underlying advancement was gone normally through exercises in
medications and LVPs and toiletries and beautifiers. In 1993 Orion picked up the then
debilitated Kohinoor Chemical Co Ltd, producer of the critical line of 'Tibet' brand toiletries and
eminence care things. Orion has been a producer in the Pharmaceuticals, Cosmetics and
Toiletries regions since 1985 in Bangladesh. Even more starting late, Orion has been based on
Infrastructure Development and Power Generation associations through critical theories and joint
undertakings. One responsibility in the country is the utilization of a 10 km raised interstate in
Dhaka. The Orion Group confines their exercises into number of Strategic Business Units with
various assistant associations in Agro Products, Cosmetic and Toiletries, Construction and
Allied, Energy Sector, Hospitality Management, Infrastructure Development, Pharma and
clinical consideration, Power Generation, Real Estate, Sports and Events and Textiles and
Garments.

1
 INDUSTRY AND THE COMPANY

In the past occasions, when people went to abroad, they were given shopping records that
contained a whole extent of toiletries: chemicals, shampoos, conditioners, face washes, creams,
etc. In those days the close by toiletries market was not adequately advanced to fulfill all the
requirements of the people. Nevertheless, in the latest decade things have changed
unquestionably for the toiletries business in Bangladesh. Kohinoor Chemical Company
(Bangladesh) Limited (KCCL) is predominantly known by its unimaginable wonderfulness thing
under the brand "Tibet". For the larger section a century Tibet has decidedly affected the hearts
of millions. They are the pioneer among the chemical, decorating specialists and toiletries
manufacturing adventures of Bangladesh, making significantly regard added things with quality
in the point of convergence of center interest. They care for the customers and are made plans to
check extra mileage to meet their consistently needs. KCCL acknowledges that the quality has
had a major effect for Tibet and producing for quite a while. KCCL produce everything that you
need to feel saw for your hero originality.

Strategic business unit

We are basically emphasis on product development strategy and growing economic of scale.
According to this strategy, we reduce our product cost and sell a huge portion of product because
of gain economic of scale. Because we are working on existing and trying to develop our market
and develop existing products simultaneously. Apart from we are trying to increasing our profit
margin. Beside we are to touch the public emotion through the product packaging. Everyone
knows that our products quality is quite phenomenal compare to the competitive products. So, in
this propaganda our products into our products package. That basically help us to gain public
trust issue.
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Pestle analysis

Source Description Analysis Certain (1-5) Impact (1-5)

Political Current political Stable business 3 3

situation is stable without
disruptions (+ve)
Average 3 3
Economic Growth rate of Increase sale 5 5
economic 4.4% (+ve)
and it increase .
6% from the last
year.
Corporate tax is Production cost 4 4
25%and can be lower cost
remained and firms can be
unchanged since more competitive,
2016. better quality and
verity. (+ve)
Social Increase sales 2 2
stratification (+ve)
(majority of the
people in the
middle to lower
class)
Unemployment More work force, 3 3
rate decreasing more sales, more
customer. (+ve)
Average 3.5 3.5
Social People are now Sometimes 4 4
becoming more personal care
concern on product does not
personal care suit with skin.
products. (-ve)
Women are While women are 4 4
participating self-depended.
labor force. So, they don’t
rely on the men
for purchasing
1

products. (+ve)
 Now a day’s Buying more 5 4
people are now products and
always wanting increase sales
to be perfect and (+ve)
clean at home
and also work
place.
Average 4.33 4
Technology Well develop Better distribution 4 4
infrastructure and good network
made it possible
to reach remote
locations. (+ve)
New Opening up New 4 3
Technologies Business
opportunities.
(+ve).
4 3.5
Legal Uphold As for consumer's 3 3
consumer's right right, this has to
as per the law. be upheld to
ensure positive
brand image.
(+ve)
Comply as per Government's set 3 3
government rules up rules and
and regulations regulations might
increase the cost
for the business.
But we have to
keep up with
them.
Average 3 3
Environment Natural Disaster Might hinder 4 4
distribution and
production (-ve)
Changing Can be both; 4 3
Ecosystem create new
opportunities and
change current
demand pattern.
Average 4 3.5
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Porter’s Six Forces Industry Analysis
Porter’s five forces analysis:

Porter five forces analysis may be a framework to research the extent of competition within an
industry and business strategy development. It attracts upon industrial organization (IO)
economic science to derive 5 forces that confirm the competitive intensity associated so
attractiveness of a business. Attractiveness during this context refers to the general industry
profitability. An "unattractive" industry is one during which the mixture of those five forces acts
to drive down overall profitability. A very unattractive business would be one approaching "pure
competition", throughout that available profits for all firms are driven to normal profit.

Profitability Analysis of KCCL (Tibet Detergent) based on

Porter’s five factor model:
 Rivalry Among Existing Firms:

In this personal care industry has a huge competition. Through this existing competition a
few companies gain profit in this market. other side something doesn’t able to get much
more profit because of this competition. But we are gaining profit because of dynamic
and proper strategy which helps our product unique in market place. The switching cost
between brands is very low here. This is also responsible for the extreme competition.

 THREAT OF NEW ENTRANTS:

Profitability market generally attracted lot of companies. So, in this personal care
industry directly and indirectly attract a lot of new form. Those company bring a new
strategy for capturing this competitive market. But a lack of finance and lack of
experience they don’t able get to succussed few companies in this market. beside a few
exiting companies like us- those have a great experience and attract lot of customers
which helps to create barrier to new enters.

 THREAT OF SUBSTITUTE PRODUCTS:

In personal care industry have lot of threats of substitute products. And this products
price is not so high than our KKCL company. In market has large number of personal
1
 care brand products (Unilever, Square, Keya Cosmetics etc). Subsequently, KKCL have
lot of personal products but our quality defines us a great position in to the substitute
products. Beside our less price help to take decision for choosing our products.

 BARGAINING POWER OF BUYERS:

Those company price put on their product package that basically confine buyers
bargaining power. In our company products determinate by fix price. So, there has less
scope to negotiate our product price.

 BARGAINING POWER OF SUPPLIERS:

Major portion of raw materials are come from the abroad. For this fact suppliers have
much influence on this industry. And supplier have manipulating power on their raw
materials. That basically consider as a threat for any industry

 POWER OF COMPLEMENTORS:
Some of our products are doing well than the others. Those can be distributed to areas
were taking on competitors directly is not a wise idea. We can rather try to grab the
complementary product market in those areas.

Forces High Medium Low

Rivalry Among
Existing Firms
Threat of New
Entrants
Threat of
Substitute Products
Bargaining Power
of Buyers
Bargaining Power
of Suppliers
Power of
Complementors

consumer profile
1

Geographic Demographic Persona

Area: Rural and sub-urban
Because of urban people are
less inclined to purchase of
these types of products.
Location:
Small town bazar
General stores
Small stores
Age: 20 to 50
20-30 age: these people use
Tibet pomet, sendelina soap,
beauty soap, powder.
31-40 age: Tibet pumkin hair
oil, medical hair oil, luxary
soap, glycerin.
41-50: Tibet pomet Cold
Cream, Tibet Snow, glycerin,
medical hair oil, pumkin hair
oil,prickly heat powder.
Subsequently, Tibet lip gel is
applicable for everyone.
Along with their 570 soap.
Gender: Both male and
female
Income range: 12000 to
20000
Family size: both nuclear and
joint family.
Education range: SSC to
upwards
Occupation: mainly working-
class people
Psychographic:
Attitude/Feelings: to
Indifferent and mostly
positive feeling. Because
people do not think too much
before buying this type of
products.
Lifestyle:
 Married with kids.
 Earns less, has to
work more.
mention your TGs (Porsche
case: topgun, elitist/ your
report: name them …)and
relate to the lifestyle
segmentation criteria: TV
opposing moderators, …).
Personality traits:
 Cost conscious
people.
Preference:
 Prefers local brands
over foreign ones.
 Watches TV in tea
stalls during the day.
Values:
 Family oriented.
Behavioral:
Volume: At least one
purchase a month.
Benefit: Bang for the buck.
Loyalty Types:
 Hardcore Loyalist
 Borderline Loyalist
1
  Split Loyal

SBU’s present 4Ps (current situation)

Current 4p’s of Tibet:

Product: Tibet has a lot of products. They are Tibet Luxury Talcum Powder, Tibet Prickly Heat
Powder, Tibet Talcum Powder and so on. To think about our customers, demand Tibet will be
launching some special products so that customers can easily satisfy with our company.

Price: we mainly focus on differentiation strategy, rather than cost leadership strategy. Tibet is
launching new products so that we can attract the new and potential customers.

Products Price
Tibet Luxury Talcum Powder 45 tk
Tibet Prickly Heat Powder 50 tk
Tibet Talcum Powder 45tk
Tibbot ball soap 15 tk
Tibbot beauty soap 35tk
Tibet herbal facial cream 150tk

Our company will try to keep price reasonable so that every people can easily purchase our
products.

Place: We distribute our products not only urban area but also rural area so that all kind of
people can easily purchase our products.

Promotion: We try to promote our products with TVC’s, newspapers, Billboards and so on.
The TVCs are scheduled between the news to attract the middle-aged people.
1
SWOT -TOWS Analysis
Strengths
 Deep root heritage.
 Already established distribution
network throughout the country.
 Well-developed product line

Weaknesses
 Little to no marketing activity.
 Brand quality perception is low.
 Lacks product variations.
 Heavy reliance on some of the products, i.e. Sandalina sandal soap.

Threats
 Insistence of foreign brands.
 Increasing competition from rivals with flooding product lines.
 Decreasing rural market
1
Opportunities
 E-commerce and Internet availability.
 Increased disposable income.
 Preference of growing local products due to COVID pandemic.
 Innovation.
 Co-branding or alliance.

SO Strategies
 Create an online platform so that people can reach from anywhere of the country. Then
use the established distribution network deliver the products.
 Further develop the current products as well as try to innovate new products.
 Create an alliance with a fast-rising brand with good resources. Kohinoor will leverage
from their resources and let them leverage Kohinoor’s heritage.

ST Strategies
 Try to persuade consumers about the brand’s heritage and quality and negate the foreign
brand effect.
 Use the distribution channel’s success theory to new areas; preferably urban areas.
 Circulate our products more in the rural areas

WO Strategies
 Use internet and social media platforms to promote the brand easily through various
campaigns.
 Innovative new products might change the brand perception of the consumers.
 Brands reliance on some of its products can be negated by forming an alliance with an
established brand

WT Strategies
 Focusing more on urban areas.
 Brand alliance with a brand that has a large number of products might help with coping
up tithe the competition in the market.

2.1. Table for turnaround Strategy

1
Contraction Consolidation

Tibet Luxury Talcum Powder Tibet Medicated Hair Oil

Tibet Prickly Heat Powder Tibet Pumpkin Hair Oil

Tibet Talcum Powder Tibet Chandan Attar

Contraction: Construction is one of the turnaround strategies under retrenchment. Contraction is

a competitive strategy of withdrawing a market or market segment and trying to bring back the
product in the market in which it is stronger. Under contraction, we chose Tibet Luxury Talcum
Powder, Tibet Prickly Heat Powder, Tibet Talcum Powder. Although these products are
available everywhere in Bangladesh and targeted to the bottom of the line, these are causing loss
for the company. To quickly stop the loss these products, bring, we have decided to stop selling
them in few markets where demand for these products do not meet due to economic conditions
and this decision will definitely reduce the total number we had produced before. It will also
lower our operating costs for these above-mentioned products.

Consolidation:

Under consolidation a company decides to focus on its current markets and current products.
These products are now available in various markets. Under consolidation we have chosen Tibet
Medicated Hair Oil, Tibet Pumpkin Hair Oil, Tibet Chandan Attar. We want to improve their
margins or low-price points. As these products are benefit based, we have decided to create
frequent use of these products and use their reputation of staying in the market for many years.
To make it happen, we initially select salespersons that consistently will provide products of
good batch at the right time to the sellers, that will consistently provide feedback of customers
regarding the products from the sellers, and that will effectively and efficiently collect the
information of the motive of retailers for similar products. Their extensive and measurable effort
will allow us to make decisions regarding any changes of these products such as changing the
taste, changing quality etc.

2.2. Growth Strategies for Tibet

1
(a) Market penetration: For the existing market we will make changes for Tibet Medicated Hair
Oil, Tibet Pumpkin Hair Oil, Tibet Chandan Attar, and Tibet 570. We will try to make these
products more convenient in terms of their availability and quality. To increase their sales, we
will come up with interesting communications for these products.

(b) Market Development: To existent urban market we will launch a new product in the soap
category of Tibet Sbu. Now we are offering Tibet Beauty soap with four variants such as white,
pink, green, and jasmine. Within a year, we will launch another soap under Tibet by adding a
new variant. It will be for our existing middle class/upper middle class of urban. Our new variant
is pomegranate. Pomegranate contains natural antimicrobials and is responsible for fighting
against bacteria and fungus on human skin. Pomegranate also contains antioxidants which
provide natural protection against ultraviolet (UV) rays. It also helps get rid of dead cells. We
will try to include the benefits of pomegranate in our regular Tibet soap.

(c) Market Development: usually our regular tibet soaps are used by females. Now we plan to
push one of its variants for the young boys of the upper middle class/ middle class market and
that is Tibet Beauty Soap White. It has extra creamy enriched fragrance. It whitens our skin,
moisturizes our skin and It keeps the skin clean. As it is pandemic time, young boys are more
concerned about their skin care solution. Among other variants of Tibet Luxury Soap, we choose
Tibet Beauty White as a solution for young boys of urban upper middle class/ middle class
segment. We also want to market Tibet Chandan Attar for females of urban middle class/ upper
middle class. It is made of Sandal Wood extracts. It is non-toxic and non-irritating. We will
target the females who are religious and seeking a body france instead of other perfume. Now
males are our target only.

(d) Diversification: Under Tibet Sbu we want to launch a new product for the new targeted
people. Because of the increasing demand of herbal facial cream among our customers, we have
decided to launch an entirely new product named “Tibet Herbal Facial Cream”. The main
ingredients are Aloe vera (Barbados Aloe, Kumari) and it contains enzymes, polysaccharides and
nutrients for the skin. It kills bacteria and fungus of the skin. It also contains Papaver rhoeas
(Red poppy, Rakta-posta) acts as an emollient and calming agent.It has Vitis vinifera (grapes,
Draksha) contains vitamins and minerals that nourish the skin. It has Citrus lemon (Lemon,
Nimbaka) and Solanum Iycopersicum (Tomato, Raktamaci) are rich sources of vitamin C and A
respectively and both have an antioxidant effect and a natural sunscreen. Santalum album
1
(Sandalwood Tree, Chandana) has been used in skin conditions to relieve itching and
inflammation.

Our target market for this product is young girls of urban upper/middle class.

PART A
Consumer profile table:

Consumer profile (proposed)

Geographic Area Urban area over the country

Demographic Age 20-50 years old

Gender Both male and female
Marital status Both married and unmarried
occupation All occupations but young beauty conscious are
main focus.
Education Educated or non educated both

Income 10000 BDT- 20000 BDT

Above 20000 BDT
Psychographic Personality Confident Introvert Extrovert Adaptors

Lifestyle Beauty Trendy Normal

conscious
Volume Perception: Tibet medicated and pumkin hair oil and
chandan attar already familiar to everyone. People
will take its availability with new look (quality)
positively.
Tibet new creation white beauty soap for men and
herbal cream will enter in the market normally as
this kind of product from another company already
exist. But after using peoples perception may differ.
Preference: people are usually not dedicated
judgmental choosing hair oil except well known
brand.
White beauty soap and herbal cream will take place
into customers mind.
Value: Global and open both. As people are open to
changing lifestyle.
1
Behavioral Usage Heavy Medium Regular

User status Regular user

Loyalty status High medium
2.1

Proposed target market strategy:

Tibet is going to keep some of its product under contraction these are causing loss for the
company. Tibet luxury talcom powder, prickly heat powder and Tibet talcum powder will be
stopped selling in few markets as these products fail to achieve profit margin. Rather than we
want to keep some of our running product under consolidation. These are Tibet medicated hair
oil, Tibet pumpkin hair oil and Tibet Attar. These products are available in market for the long
time and people know about it. SO, we want to make these products more available with more
quality in the market.

We will add a new product line in soap category. Tibet luxury soap with four variants white,
pink, green and jasemin for different purpose of users. But we want to bring Tibet white soap
specially for men targeting the middle class and upper middle-class people from urban market.
We also want to market Tibet chandan attar female version for upper middle class/middle class
and religious girls and lady for our market development.

We want Tibet to launch a new product for new targeted customer group as diversification. Now
a days using of herbal facial cream is increasing. SO, Tibet herbal facial cream can get the
remarkable response from the customer as Tibet is already known, hearing, popular to the people
of Bangladesh. If we can available our product, differentiate comparing others competitors, and
assure our quality people will easily our product what we proposed to target market.

PART B
Product
By combining the knowledge of our science, engineering and design experts with the ability to
rapidly assess and deploy new technologies, we quickly and efficiently turn ideas into business
1
reality. It enables customers to be fast and innovative - effectively developing products for future
and future needs while retaining valuable intellectual property.

Tibet possesses a huge number of personal care products, but the leading products are Tibet
snow, Tibet baby powder, Tibet pomade, Tibet soap and Tibet leap gel; moreover, according to
Management Paradise, Tibet snow and Tibet pomade is in the maturity stage of the lifecycle. But
there are some products which are not so popular or more attractive to the consumers like Tibet
Luxury Talcum Powder, Tibet Prickly Heat Powder, Tibet Talcum Powder and have need some
improvement of marketing strategy of Tibet Medicated Hair Oil, Tibet Pumpkin Hair Oil and
Tibet Chandan Attar.

Under compression, we chose Tibet luxury talcum powder, Tibet Prickly heat powder, Tibet
talcum powder. Although these products are available all over Bangladesh and are targeted
below the line, they have caused damage to the company. To accelerate the damage to these
products, we have decided to stop selling them in certain markets where demand for these
products is not being met due to economic conditions. We think we will launch smaller version
of these products with re introduction and marketing strategy in the market.

As part of the integration, we chose Tibet medicated hair oil, Tibet pumpkin hair oil, Tibet
Chandan attar. We want to improve their margins or lower their prices. As these products are
based on convenience, we decided to make frequent use of these products and use the reputation
of being in their market for many years. We do this by first selecting vendors who will regularly
deliver the right batch of products to vendors, who will consistently provide customer feedback
on vendor products, and who will collect information effectively and efficiently. We will use
purification on these products so that customer likes it and continuously using it.

We will launch a new product which is ‘Tibet herbal facial cream’ in new target market with
targeted customer. We mainly target young girls age 15-25 will use our product. This product
brings up naturel improvement of face skin and removes the oil. With use of this product girls
can care of their skin always.
1
Value proposition:
When one thinks of Tibet, the first thing that comes to mind is the frustration of the product.
Tibet claims that all of its products contain a quarter of the moisturizer. Tibet always promotes
its product in such a way that every time its promotions highlight the frustration of the product.
They provide a message with their logo that is "100% authentic". Thus, everyone can benefit
from the maintenance of their skin by Tibetan products.

products attributes benefits

Tibet Medicated Hair Oil
Tibet Pumpkin Hair Oil
Tibet chandan attar
We provide more 20gm with
regular size
We provide 20gm more and
marketing it to social platform
We customize little version of
Profitable for customer and we
can easily connect many
people with our product
People can know about the
product and its reasonability.
With that mass people of rural
1

Tibet herbal facial cream
Tibet Luxury Talcum Powder
Tibet Prickly Heat Powder
Tibet beauty soap
it
We introduce this product for
a targeted people(young girls)
We offer a luxury soap free
with this
We offer a lip gel wit this
product
We introduce little version of
it
areas also can buy this
This product will be very
useful for them and they can
buy it available.
This camping attracts many
people and connects with ours
products.
This is based on seasonal
camping where people attract.
It is very helpful and
affordable for the poor people
who want to be clean.

Innovators, Early Adopters, Early Majority, Late Majority and Laggards These are the 5 groups
that consumers can generally be divided in.
1
Innovators:

Innovators are the first group of people that are likely to invest in a product, since they pursue
new technology products aggressively. Many don't have the time or money to follow a full daily
skin care routine. As a result, people who don't want or need to go through these routines will
need to know their skin type first and then look for products or products that are suitable for their
1
skin with the ingredients designed for a particular skin condition. These will simplify and
personalize their skin care routine. We ensure Simplify skin care routine for our products and
ensure Bioengineered ingredients and Zero Waste and waterless beauty.

Early adopters:

On this stage the young people age 15-30 will be the early adaptor of our products. Especially
the young girl will be mass customer of our herbal face wash. After using this they will feel
much freshness on their face and willing to buy it again and again. Our medicated hair oil will be
the first choice of the adult people because it feel much relax and coolness in mind.

Early Majority

The Early Majority section is completely different from Early Adapter. The users of the initial
majority are realistic. They are thoughtful people who embrace change. They are looking for new
products proven to improve productivity, reduce effort or reduce costs. They need the assurance
that the sellers will be there year after year to make the decision to buy the product - they are
looking for a long term commitment from the sellers. We fulfill all the segmentation for
customer attraction. We use cost reduction, offer product and variants on our products.

Late Majority

The late majority represents about 34% of the population and they will not accept any new
product without realizing it until they realize that the majority of the population has already
successfully adopted it. On this basis, we introduce our new product which is herbal fresh wash
will be introduced with its raw materials. And we ensure that this product will be more effective
for our customer because of its purification, minerals and vitamin which will makes the skin
more glorious. And after using of couple of customer we will show the feedback to others also.
And it will be ours most powerful things to catch up the late majority of people.

Laggards
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On this basis, we think that there are little bit consumers who never like the changes of current
product. They never compromise their daily behavior for a little bit changes of product. For that
reason we think that we couldn’t change any ingredients of these products just little bit change
on marketing strategy and packaging size.

Positioning Statement
Under Tibet we introduce new products with modify and new marketing strategy. We offer many
things for customer satisfaction. We customize our couple of products so that mass level people
can buy this for their regular importance. We target young people; because on the market there
have maximum personal care product users are young. We introduce our product with the motive
that we ensure 100% pure product.

Array of Brands with justification

House of Brands: Tibet will launch a new product which will fall under Non-Connected
brand in the brand architecture model and the name of the product would be ‘Tibet
herbal face cream”. It will be mainly targeted for the young girls and students.

PRICING
We follow two kinds of strategies for pricing our products one of these are low cost strategy and
another one is differentiation strategy. Most of the products are part of a larger product line. As a
result, they must pay accordingly. Product mix pricing strategies solve this problem. We will
explain the basic product mix pricing strategies that change the price of a product if it is part of a
product mix.

product Present price weight Update prize according

to new marketing
strategy
Tibet Medicated Hair 150tk 200gm 150tk with 20gm extra
Oil
Tibet Pumpkin Hair 150tk 200gm 150tk with 20gm extra
Oil
Tibet chandan attar 50tk 3.5ml 20tk for 1.4 ml with
new size
Tibet herbal facial N/A 100gm This product will
cream available in 185 take
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Tibet Luxury Talcum 70tk 200gm A luxury soap will free

Powder with this product
Tibet Prickly Heat 50tk 100gm A lip gel will free with
Powder this product
Tibet beauty soap 35tk 100gm We will offer 50gm
soap in 18tk
In the present market Tibet medicated hair oil sell prize is 150tk for 200gm where every
competitors such as clopirox, vatika and dabur have offer almost same product in same prize.
But they have some variants on their products such as dobur focus on amla flavor, vatika focus
on neem etc. but our product has also trustable for its 100% purification. Bu there has some
strategical problem in customer attraction. And for achieving this attraction we offer 20gm extra
with regular product.

Tibet pumpkin hair oil has some marketing problem. Because, maximum of people didn’t know
that Tibet have pumpkin hair oil which is good for hair. So we offer 20gm extra with the regular
product and promote this with display ad in social media.

Tibet chandan attar has a great problem with its package size. Most of people want small size of
attar in a low prize so that they can use it anywhere and anytime. And for that we will make
1.4ml pack of attar in 20tk so that all can buy this at any time.

Tibet herbal facial cream is our new product which is we launching as soon as possible. Mainly a
target people will use this product. And for that we make a balance price so that it cans effort
able.

Tibet Luxury Talcum Powder has much competitors in the market such as ponds, dabur etc. for
catching maximum of customer we can offer luxury soap with this product.

Tibet beauty soap also has some marketing strategy absence. We will offer a new size which is
50gm soap in 18tk. And this strategy will bring more of customer basically road level customer.

Reverse cost:

In contrast, the price gives the customer the ability to compete for the business. This technique is
often used for online shopping websites, where reverse pricing models allow the customer to
search for different products, search for details, and purchase products with their preferences. .
Unlike most pricing models, reverse pricing allows the buyer to pay much more leverage than
usual. Reverse pricing often only works under certain market or market conditions. We ensure
this in every sector of our products. We think the differentiation of Tibet products will be more
attractive to the consumers.

Variations:
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Variable product is a type of product where we offer different types of sets in one product by
controlling price, stock, image and much more for each change. On this basis, we survey the
demand of customer and analysis this. We maintain our supply chain for the customer as good as
possible so that they never missing the product.

Bundle pricing:

From this segment we offer customer a bundle of product on a cheap price like we offer luxury
soap will free if they buy our luxury talcum product. If they buy our Prickly Heat Powder
customer can get a lip gel as free.

Chances of price for new product justification:

Based on our customer segmentation, we can say that there need some of chances in our product
prices. Many of customer from rural area haven’t buy the 100gm Tibet luxury soap because of
it’s quite large and price also high for them. In rural area, maximum customer wants small pieces
of soap bar in small price. And for this reason, we introduce 50g luxury soap bar in 18tk what is
very comfortable and affordable for them.

Price vs Perceived Quality position/s

Low Price and Low Value Added:

We offer low price for mass customer with low value added. We offer small pack size of our
selective products.

Low Price

Low price is a big point of view for us which we apply for catch up the low class people. We
offer 1.4ml Tibet Chandan attar in 20 tk.

Hybrid

We maintain our brand loyalty which will be a great vision. With deliver 100% pure product to
the customer.

Differentiation

There has some differentiation between the herbal face cream and normal snow cream which is
purely prepared with the natural ingredients. This product makes the face glossier and brightness.
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PART D

Distribution
Types of distribution:

 Our company will go to single-channel distribution. Our company mainly follows on

indirect distribution. Which are we mainly distribute our products in the nearest retailer
shop. On the other hand, we also distribute our products in the super shop also like that
Shopno, wholesale and so on. Now a day’s people also can easily order our product from
food panda if they meet certain order requirements.

TIBET Distributors

RETAILERS
COUSTOMER

 Intensive distribution: Our Company will go for Intensive distribution because they
want to capture the market fast so that our company will confirm product availability in
the maximum areas or outlets.
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TIBET Intensive distribution Capture the

market
Table the 4-point Navigation Model:

Reach

Range Affiliatio
Navigation
n

Richness

Reach: Our Company mainly focuses on direct channel and intensive distribution, so that we
will be able to gain to our target customers and provide convenience for them. If we can
guarantee maximum distribution inclusion, at that point client’s cost of looking through the items
will go down and they will also purchase our items if they don't have different brands items
available in the nearest stores.

Affiliation: All of the prices of our products will be mention exactly. It will be clear pricing
because there is no hidden cost in our products. We will give the functional advantages
accessible in the items through packaging. We also affiliate with the BSTI certificate. On the
other hand, we also certified in BNACWC.

Richness: We all time try to find our potential customers' feedback from all kinds of our social
media and also the mobile app. On the other hand, we also focus on customers demand. When
we try to launch any kind of products, we all time think about our customers demand.

Range: Tibet has a huge number of products. We also are launching our new products Tibet
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herbal. This product brings up naturel improvement of face skin and removes the oil. With use of
this product girls can care of their skin always. Now a day’s people are more focused on herbal
products. An herbal product has no side effects. Herbal products are also best for the skin. We
always want to give every solution to our products to our customers. To fulfill our customers
demand we are launching this product.

PART E:
SMART IMC objectives Table
Specifics Ad Sales Promotion PR/ Publicity Support Media

Awareness 50%, First two 55%, third 50%, Six months 50%, Six months
months of six months of six of IMC of IMC
months IMC months IMC

Interest 45%, First two 50%,third 48%,Six months 30%, Six months
months of six months of six of IMC of IMC
months IMC months IMC
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Evaluation 30%, First two 47%,third 45%, Six months 20%, Six months
months of Six months of six of IMC of IMC
months IMC months IMC

Trial 25%, First two 38%,third 43%,Six months 16%,Six months

months of Six months of six of IMC of IMC
month IMC months IMC

Adoption 18%, First two 20%,third 34%, Six months 12%,Six months
months of six months of six of IMC of IMC
months IMC months IMC

Media Mix Table

Type Sub types Platform Channels Spot Placeme Timi Daily Time
of s / name of ad nt media ng of Frequen Frame
Media the timin vehicle airin cy of the
publicati g (name of g the campai
on the ad gn
program
s)
Person SMM Faceboo Tibet’s 7 2 6
al k,Instagr official P.M months
am, Facebook
9
Snapchat page,
P.M
Instagra
m page,
Snapchat
page
You Tibet’s Webisod Ever 1 or 2 6
tube own es, y week months
Youtube Video Thur
channel on sday
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 demand after
8
P.M
Mobile Direct n/a 7 1 3
Marketing texting P.M months
form the
marketer
s

Other Digital Google, Search 24/7 6

( website, search yahoo, Engine months
engine, email, other Marketi
etc websites ng via
Google
and
Yahoo,
banner
ads and
other
digital
ads on
numerou
s
Banglad
eshi
websites
such as
thedaily
star,net,
prothom
alo.com,
daily-
sun.com
etc
Non Electronic TV ATN 30 ATN 8 3 3
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Person secs bangla P.M weekend months
al news
break
BTV 4o BTV 4 3 3
secs cinema P.M weekend months
time frida
breaks y
Channel I 4o Channel 7:30 3 3
secs I news P.M weekend months
break
N tv 30 Ntv 7:30 2 2
secs news P.M weekend months
break
Bangla 40 Bangla 9:30 1 in a 6
vision secs vision P.M month months
Amar
Ami

breaks
Radio Radio Ever After Three
Amar y Radio months
Time amr
they exclusiv
play e tracks,
their traffic
excl update
usive
tract
s

30
secs
Radio 30 After
Foorti secs Radio
Foorti
1
 exclusiv
e tracks,
traffic
update
Radio 30 Radio
Today secs Today
news
break
Radio 30 Radio
Bhumi secs Bhumi
live
shows
Print News Daily 15 Shout, Every 6
Paper Star secs front holiday months
read page
Prothom 15 Prothom
Alo secs Alo
read front
page
Dhaka 15 Dhaka
Tribune secs Tribune
read Front
page
ShomoK 15 Shomok
aal secs al Front
read page
Magazin Ice Back Once in 6
e Today side of one months
the month
cover
Canvas Back
side of
the
1
 cover
Mirror Back
Lifestyle side of
the
cover
Anannya Back
side of
the
cover
Support Media billboard Motijheel 24/7 Differen Six
, walls, Shapla of t timing months
public square, Billb for
property Bijoy oard different
poster, Sarani, Adv support
etc) Jatrabari ertisi media
Bus ng
terminal,
Tejgaon-
Gulshan
link road,
Mohakha
li bus
terminal,
bus
terminal
of
suburban
areas
Mobile Texting GP, 5 8 1 6
using the Airtel, secs A.M text/wee months
telecom k
Robi,
compani
es Banglalin
k
1
 Direct Leaflets Different 30 1 3
Marketing/Perso , bus secs ad/week
months
nal Selling brochure terminal, read
s intercity
bus
transport
ations, in
front of
schools/c
olleges/
malls

(iii) Interactive Static Content Marketing

For our Tibet 570 we are changing the color of the packet. It is one of our products. To advertise
our new Tibet 570 we are making an interactive advertisement. It will be shown through banner
ad, digital ads on numerous Bangladeshi websites, newspapers. For Radio advertisement, we
make audio for the new Tibet 570. We will make posters of it to make it communicable and get
feedback from our customers. We will also post updates on our official website and official
Facebook, Instagram and Snapchat pages.

Advertisement of this product through different media will last six months.
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As we are launching a new variant in our regular beauty soap category, we will make a teaser
advertisement for our new variant which is pomegranate. Interactive static content for our new
beauty soap variant is shown below.

We are also developing a new market for regular Tibet beauty soap white and we are targeting
young boys of the upper middle class/ middle class segments. Our interactive static content for
the market development of Tibet beauty soap white is shown below.

It will be shown through banner ad, digital ads on numerous Bangladeshi websites, newspapers,
and billboards. The timeline for the campaign will be six months. We are going to make a new
product that did not exist before in our offering. We are going to launch Tibet Herbal and we
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want to position it as a solution for all skin types. The interactive content for it is shown below.
Target market for our new product is young girls of urban upper middle class and middle class.
This campaign will be run for six month but the timeline may vary based on the type of media.

(iv) B to c sales promotion keys:

Sales promotion keys we are going to use are samples, coupons, premiums. Samples: We will
make miniature versions of our new Tibet Herbal face wash. We will make our stall for it in
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-front of Bashundhara Shopping mall, ground floor of Jamuna future park. It will be conducted
for three weeks.

Premiums : Buying Tibet medicated hair oil and getting a comb will be our premiums.
Customers who will buy Tibet medicated oil will be given a comb as a gift. It will be conducted
for four months.

Rebates: For females, Tibet Chanddan Attar will offer 10% adjustment. They will be able to buy
other/any Tibet product without paying that product’s actual price. For example, a female who
will buy Tibet Chanddan Attar will get 10% discount on a particular product of tibet. It will be
offered in the market for three months.

(v) Integrate Digital Marketing Strategies:

Face book: In our country, people use a lot of social media platforms. Face book is one of them.
Facebook is one of the most popular advertising platforms in our country. From our Facebook
page we all time try to give customers question answers. On the other hand, we also create a
Facebook group where we might want to draw in our community and also receive feedbacks or
suggestions from them. On the other hand, we also use paid advertising on Facebook.

You tube: To promote our products we are going to open our own youtube channel where we
can post our videos. We also think of youtube advertising in the form of pop-up ads because
recently a huge amount of our customers recently use youtube currently. By creating a youtube
channel we not only focus to promote our products but also focus to promote health awareness of
our products. 1
Instagram: After Facebook Instagram is another social media platform that is very popular in
our country. Teenagers and students like to attach this social media all time. We'll share content
promoting just as #Hashtag challenge on Instagram to make a greater commitment. On the other
hand for our products, we think to use both natural and paid type of advertising on Instagram.

Affiliated Marketing: Our company supply chain member has affiliated with our brand
ambassador Jamal bhuiyan & Chanchol Chowdhury. They have their own platform so that they
can easily promote our products.

Reference marketing: Here are potential customers pushing them a word of marketing. Our
potential customers told other customers about our products. In that term, they give our products
review to other customers and they will attract to purchase our products. We also give our old
customers a special amount of discount to bring new customers. If our potential customers bring
5 new customers our company giving them 500 tk to discounts for our products. We also write
down our potential customers' names for this our potential customers attract our offers and bring
new customers.

(vi). Integrate PR Strategies:

CSR:

Launching event: By launching event we are trying to reposition our brand, so that we need to
have a grand launching event in order to create buzz among our target audience. We named our
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launching event which is “চমকেই তিব্বত”. Here we invite Jamal Bhuyan who is national football
team captain as our brand ambassador. We also arrange cultural function in this event so that it
turns more excitement.

SEO PR: By doing SEO PR we can promote all online presence which is also a good advertising
of our products. We mainly want to advertise our products from professional reviewers or
reporters so that they can give our products details in newspapers column. By doing SEO PR
they not only promote our products but also promote our link too.

(vii). Mobile app feature: There is a mobile app service for our products where we will have
client studies. When any customer downloads our mobile app we will give them 5-10% discount.
On the other hand, when they use this app we give them some question to collect their data. By
our service people know about our products, our products benefits and so on. We also collect
feedback from our customers in this app. In our app we will give every detail of products when
we launch a new product. So our customers get benefited by using this app.

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PART F
Relationship Marketing Process:

"Relationship marketing is a consensual term that expresses any effort to build a long-term
relationship with customers rather than pushing for one-off sales."

So, relationship marketing means all what we have to do is:

 Build relationships based on trust with new customers

 Interact with our existing customers outside of the sales center
 Hold customers for a long time
 Make referrals, suggestions and ambassadors from our enthusiastic fans

The customer relationship management model can be further categorized

Awareness: It's the first point of contact where customer tries to find out more about our brand
as a whole. We need to promote our products more and more with the social media, print media
and billboard. Customer awareness will makes the relation as well as.

Discovery: from this part we survey the needs and recommendation with the feedback and try to
overcome all the things and re-introduce it in the market.

Evaluation: Leading the prospects compare and evaluate our products / services with our
competitors. Mainly we compete with our strongest competitor Uniliver Bangladesh

Intent: Eventually our prospects are confirmed and have decided to buy from ours.

Purchase: Once the payment is made, the contract is concluded and the possibility is converted
to our customer

Loyalty: Follow up after purchase to determine customer success with our product and ask for
referrals. And shows our loyalty for our customer.
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PART G
Upcoming product

Mobile App

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Snap chat

1
Build Board

Vehicle branding
1
 1

News paper ad.

PART H
Offensive Strategy: Offensive strategies are those that are targeted to attack a competitor, gain
more market share or simply going for aggressive sales. This type of strategies is usually for
short term goals.

For our product, we will mainly try to use our brand heritage to create distinctive position among
our consumers. On our campaigns, we will use something along the line of “Go for a brand that
has been here longer than anyone else”. This will be our offensive strategy on the consumer’s
front.
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For the distributor’s part, we will offer them trade offers and sales incentives. We need to
circulate our products quickly and widely as well as increase its visibility. That’s why offering
them various facilities to put our products onto their shelves is necessary.

Defensive Strategy: Defensive strategies are those that defends a brand’s already existing
competencies. So, we will be developing our products further. We will add new features and
redesign them.

We will also add new products to the line. Here, we will try to adapt Apple’s business model.
We will try to create a product eco-system to make our consumers dependent on us in various
segments. So, even if one product fails, another one will make up for it.

Reference
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Administrator. (n.d.). All Product. Retrieved January 17, 2021, from https://www.kohinoor-
bd.com/product?fbclid=IwAR316WoeAKTp7kRkXqLv5RH4h4bWl-
PigUj55s9I2ONUcpIP-_BCf00jWQY

Kohinoor Foods Ltd. Fundamental Company Report Including Financial, SWOT, Competitors
and Industry Analysis. (2021, January 11). Retrieved January 17, 2021, from
https://marketpublishers.com/report/consumers_goods/food_beverage/kohinoor_foods_ltd_
swot_analysis_bac.html

Duczeminski, M. (n.d.). Creating an Effective Relationship Marketing Strategy for Your

Ecommerce Business. Retrieved January 17, 2021, from
https://blog.salesandorders.com/relationship-marketing

Tibet Medicated Hair Oil 200 ml. (n.d.). Retrieved January 17, 2021, from
https://hatureya.com/product/tibet-medicated-hair-oil-200-ml/

Tibet. (n.d.). Retrieved January 17, 2021, from https://ajkerdeal.com/en/brand/tibet

Solution for Best Assignment Paper. (n.d.). Retrieved January 17, 2021, from
https://www.assignmentpoint.com/business/strategic-management-business/assignment-
on-business-strategies-of-kohinoor-chemical.html