Assignment 4 (New Product Development)

Name: Syed Alizar (SP21-MBAI-0026)

Subject: Principle of Marketing
1. IDEA GENERATION:
Now a days, most concerning problem for every individual is to being health and safe. Many of
us tries different ways to stay healthy and live in a healthy environment. Many organic products
are available in the market that are eco-friendly and to follow up and maintain a healthy life, I
have come up with an idea to make an organic toothbrush naming this product as “BAMWAQ”.
This toothbrush will be made of Bamboo stick and onto which miswaak pieces will be integrated
instead of normal plastic brush bristles.
2. IDEA SCREENING:
Pursuing with that idea, I think there is ongoing trend in market for green and eco friendly
products use. People now more concerned with usage of these products which are purely natural
or made from natural raw materials. They are more concerned for health so to attribute this
lifestyle, this product can idea good idea for startup as it would be feasible, sustainable,
achievable, and affordable. To be more effective, I will need some analysis like Swot, Pestel and
some other financial analysis.
3. CONCEPT DEVELOPMENT AND TESTING
It will be a pure natural product, an innovation in toothbrush. With replaceable bristles you don’t
need to keep buying toothbrush rather than the replaceable tooth WAK which is placed on
bristles of bamboo toothbrush stick. No chemical use in BAMWAQ neither in manufacturing
process. Miswaak heads already have natural fluoride so no need to use chemical toothpaste also.
People will buy it because it will last longer than any miswaak or toothbrush. Each miswak head
will be replaceable after 45 days of use.
4. MARKETING STRTEGY DEVELOPMENT
BAMWAQ combined different strategies in its development stages, will suffer from hurdles for
its manufacturing, social media platforms were use at that time for marketing, publicizing
promotions, to increase sales or public awareness.
Price of the Product:
The price of bamwaq toothbrush should be between 100 rupees to 200 rupees each So, it is easily
affordable for the customers to purchase the product. other competitors also kept the price of
them between 100 rupees to 200 rupees.

5. BUSINESS ANALYSIS
SWOT ANALYSIS:
Below is the Strengths, Weaknesses, Opportunities& Threats (SWOT) Analysis of Bamwaq.
STRENGTHS:
1. Frequent and many innovations in a low involvement product like toothbrush.
2. Introduction of new features regularly.
3. Focuses on solving problems commonly associated with toothbrush use.
4. Aggressive advertising Here are the weaknesses in the Bamwaq SWOT Analysis:
WEAKNESS:
1. Could not replicate its leading position as it is globally
2. Price wars with competitors
3. New innovations coming up in the market
4. Pakistan's market not as responsive to innovations in toothbrushes as global market

Following are the Opportunities in Bamwaq SWOT Analysis:

OPPORTUNITIES:
1. More innovations to differentiate from the competitors
2. Increasing involvement in personal care products
3. Differentiated advertising methods to attract customers
THREATS:
1. Aggressive competition
2. Regular introduction of new products by competitors
3. Copied innovation by competitors

 Category: Personal Care brands - Hygiene

 Sector: Healthcare
 Tagline/ Slogan: Smile with a sparkle.
 USP: New innovations in toothbrush market, scientifically proven to be oral hygiene, Eco
Friendly
 BAMWAQ Segment: People having medium purchasing power. - Middle class and higher
classes
 Target Group: People looking for good quality and innovative products in toothbrushes
 Positioning: Dentist and Scientifically proven choice of toothbrush
6. MARKETING STRATEGY DEVELOPMENT
Growth Patterns:
Buyers originally acquired toothbrushes much learning or data concerning the item's advantages.
As new tern improvement expanded, and shoppers turned out to be better educated about the
advantages of toothbrushes, they started to concentrate their advantage on pit anticipation, yet
additionally on the strength of their gums, their oral cleanliness, and their corrective appearance.
Consumers started to buy toothbrushes dependent on the advantages every toothbrush and
friends brought to the table.
Development of the Product:
Bamwaq toothbrush alluded to the toothbrush as a specialized development, scientists utilized
infrared movement examination to follow buyers' brushing developments and resulting levels of
plaque expulsion. By considering buyers brushing procedures and concentrating on regions of
the mouth that tied created exorbitant measures of plaque develop, for example, in the middle of
the teeth and on the gum re, scientists were capable build a recently structured toothbrush like
Bamwaq.
Promotion of the Product:
The price budget for promotion was around 06 lakhs rupees.
Market of the Toothbrush:
Many toothbrush purchases are unanticipated, "with consumers purchasing toothbrushes once
every 11.6 month. Forty-eight percent of consumers claimed to change their brushes at least
every three months; the trigger to purchase a new brush for 70% of them when their toothbrush
bristles became visibly worn. Eleven percent decided to switch to a new brush after seeing their
dentists, and only 3% admitted to purchasing on impulse.
Buying Behavior Patterns:
Numerous shoppers base a great deal of their buy choices on how agreeable a toothbrush feels in
their mouths, regardless of whether the fibers are delicate enough, whether the head shape suits
their mouth size, or whether the toothbrush is adaptable enough. They additionally base their
buys around the capacity of the toothbrush to evacuate nourishment particles, plaque expulsion
and gum incitement. When it comes time to buy a toothbrush, there are three distinctive shopper
gatherings. They brush to anticipate sickness or other oral wellbeing dangers, and "search out
practically viable items" Cosmetic brushers are worried about terrible breath and their
appearance, and "quest for items that adequately convey restorative advantages.