Final Report on Dr.

Shine
Course Name: Introduction to Marketing (MKT 202)
Section: 15

Submitted to:

Ms. Nilufer Yasmin Munni (NYM)

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

Submitted by: Team Back to The Business

Name ID

Rakebul Haider Chowdhury 1712942030

Tamim Mobarak 2131654630

Saifur Rahman Saif 2212299030

Shariar Khan Evan 2211637030

Abtahee Ar Rahman 2222276630

Word Count: 1837

Table of Contents

EXECUTIVE SUMMARY ................................................................................................................................. 2

CURRENT MARKET SITUATION .................................................................................................................... 3
SEGMENTATION, TARGETING, POSITIONING .............................................................................................. 4
Segmentation ............................................................................................................................................ 4
Targeting ................................................................................................................................................... 4
Positioning ................................................................................................................................................ 4
THE 4P’S ........................................................................................................................................................ 5
Product ...................................................................................................................................................... 5
Price .......................................................................................................................................................... 5
Place .......................................................................................................................................................... 6
Promotion ................................................................................................................................................. 6
LOGO ............................................................................................................................................................. 7
IMC: CREATIVE STRATEGY ............................................................................................................................ 8
ADVERTISING ............................................................................................................................................ 8
SALES PROMOTION ................................................................................................................................... 8
SOCIAL MEDIA MARKETING ...................................................................................................................... 9
CAMPAIGN DETAILS ................................................................................................................................... 10
Message: ................................................................................................................................................. 10
Appeal: .................................................................................................................................................... 10
About The Content:................................................................................................................................. 10
BUDGET....................................................................................................................................................... 11

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EXECUTIVE SUMMARY

Dr. Shine is aimed at creating a good and also a health-conscious dish washing liquid in today’s
Bangladeshi market. The products formula consisting of ecofriendly ingredients derived from
plants and non-toxic chemicals that causes no skin side effects. The market for the product is huge
because it is a necessary daily consumable, especially for urban people in Bangladesh. Our product
is going have long lasting performance & fast-cleaning ability making it much more efficient than
any other product in the market. Given the elevated level of hygiene consciousness among
Bangladeshis, its appealing design, durable construction, and quick-drying capabilities will make
it a market favorite.

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CURRENT MARKET SITUATION

Dishwashing liquid is becoming more and more common in the modern world. People are
converting from bar or liquid soap to the latter. The hands grow dry, the skin irritates, and allergies
react as consumers become more health concerned and frequently use a bar. The liquid
dishwashing formula is user-friendly and doesn't take much work to clean the utensils. Dinnerware
may be cleaned with ease by using dishwashing liquid and water. Liquid dishwashing is more
convenient and efficient for today's busy women who spend less time in the kitchen. In Bangladesh
currently there aren’t many companies of Bangladeshi origin providing good dish washing liquids
except for Vim, Trix and Wonder. So, we think there is a good market position for Dr Shine which
will be a efficient and health conscious product.

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SEGMENTATION, TARGETING, POSITIONING

Segmentation
Geographic Psychographic Behavioral Demographic
Area Benefits User State Social Status
• Urban • Affordable •Regular user • Lower middle
• Sub Urban price. Usage Rate • Middle class
• Availability •Heavily used. • Upper Middle
• No side effect Loyalty
•Loyal to a specific
Gender
brand.
• Neutral

Targeting
Our main customers base are the upper middle, middle and lower middle classes. Our product is
affordable and available almost everywhere. Dish washer is a heavily used product. Ordinary dish
washer is toxic, causes abrasive/rough skins after using for a while. Our product is nontoxic and
much safer to use. Our product can be found anywhere within urban and sub urban areas.

Positioning
We have made a tagline as the image of our product among people. The tagline of our product is

ঝকঝকক প্লেট

ঘকে ঘকে।

Through this tagline we want to convey this message to people that the dishes of their house can
be completely clean. We are hoping that our tagline, we can convince people that our product will
be useful from them.

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THE 4P’S

Product
Dr Shine is going to be a very efficient product. We are making sure that the product is very skin
friendly and health cautious. We will be trying to avoid high percentage usage of chemicals like
phosphates and ammonia to make sure our products are both eco-friendly and causes no skin
irritations. Dr Shine comes in a 500ml bottle and 250ml bottle and a refill pack. Because the bottle
is refillable and refills are available at a lower price, there is less plastic waste. This liquid's anti-
bacterial property, the first of its type in Bangladesh, is growing in popularity because it can also
be used as hand soap and doesn't cause the same excessive skin dryness that conventional
dishwashing soaps did. We plan to start our launch with the lemon flavor and will extent with more
citrus based product later on.

Price
We have considered few things while pricing our products. Such as the income of people, how
frequently they use this type of product and many other things. Considering all aspects, we
decided to launch our product in 2 sizes with 2 different prices.

Size Price

500 ml 110 Taka

250 ml 65 Taka

The reason behind setting this price is we want everyone to use our product. We want to make this
product available for every single class of people. Since we are new in the market, we want to
create a decent image in front of people. Also, the competitors in the market such as Vim, Wonder,
Vtrix, Rin have almost the same price range.

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Place
Initially we decided to launch our product to the Urban and Suburban areas. Here by denoting
Urban area we are trying to say that we are launching our product in the metropolitan cities such
as Dhaka, Chattagram, Rajshahi, Khulna, Barisal, Sylhet, Rangpur and District cities. Beside that
we want to make our product available in Subdistrict areas. So that we can reach the maximum
number of people. In metropolitan cities we will try to make our product available in super shops
or departmental stores in elite areas such as Gulshan, Banani, Dhanmondi. Beside that we are
planning to make our product available in grocery shops everywhere in Bangladesh as we
mentioned earlier. We are planning to supply 500 ml in urban areas and 250 pack in sub urban
areas.

Promotion
As our product Dr. Shine is a new product in the market. We selected promotional tools in order
to promote our product. Here, we will do offline and online promotion both.

➢ Online promotion- In this era most of the people spend a big amount of time online. We
are planning to do most of our promotion through facebook by boosting our facebook post.
Beside that we will collect our consumers data such as email in order to do email marketing.
Where we will remind them about our product and offers when it will be available.
➢ Offline Promotion- It is the most traditional way to promote products. Initially we will
promote our product newspaper. We selected Friday, when we launch our product details
through any renowned newspaper in Bangladesh. The reason behind we selected Friday is
because this is a public holiday and everyone stays at home and has more time to read the
newspaper. We hope it will help us reach the maximum of our targeted audience as we are
expecting. Beside that we will do our promotion through posters and billboards. For
billboards we will select a few specific places near highways where we can apply it. Once
our business will rise, we have a plan to involve ourselves in social events. We are also
planning to organize an event on our own where we will promote our product individually.

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LOGO

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IMC: CREATIVE STRATEGY

ADVERTISING

Advertising plays an integral role in communicating brand message to a larger audience. And our
brand message will reach our target customers through posters, billboards and broadcast
advertising. Posters and billboards are great ways to spread brand awareness. Our product posters
and billboards are designed to be both eye-catching and informative. TV advertisements will also
be used to attract the attention of our target audience. And thus, these advertisements will help our
product to draw the attention of consumers to purchase our products.

SALES PROMOTION
This tool will be used at the stages of conviction and purchase. These two are the stages of action
where consumers and companies finally begin to get their value. We can offer our customers
discount, buy one get one free offer for at least one month. As we are launching everyday product,
we can promote our dishwashing liquid product closely to the target audience throughout the
month. This will create an immediate impact on the sales volume as well as the tool will help our
company to increase the sales of dishwashing liquid up to the target.

Secondly, through free sampling we will try to know whether we should make some improvements
or not. We will collect information about our products, feedback, recommendation. For this, we
will set up stalls in super shops like Unimart, Shwapno and Agora, where we will give our
customers a demo of how the Dr. Shine works with 40% less scrubbing and gives you brighter
clean plates than other dishwashers. And also, we will give a small pack of our dishwashing liquid
as a sample product so they can bring it home and compare for themselves how Dr. Shine is more
effective than other products.

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SOCIAL MEDIA MARKETING

We will create a Facebook page and Instagram account to capture a large audience, and through
these social media we will be able to easily advertise our products as many people are involved
with these social media platforms these days. We will share sensational posts on these social media
regularly and of course on special days like Eid, Father's and Mother's Day and when we have any
offers for customers. We will interact with our audience by collecting information, feedback and
creating social media contests. Also, we will boost our social media posts as well so that we can
get maximum audience from these platforms. In addition, we will collaborate with social media
influencers so that we can quickly capture the audience from their followers as well. And thus, our
product will gain fame among the market place.

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CAMPAIGN DETAILS

Dr. Shine “পরিচ্ছন্নতাি শুরু এখান থেকেই” Cooking contest

Message:
We have one advertisement under the campaign “পরেচ্ছন্নতাে শুরু এখান প্লেককই”. With this ad
we are conveying massages that we are providing the best hygienic dishwashing liquid. We are
presenting the message both rationally and emotionally. Using both appeals are effective. Because
through them people can find it logical and it also hit their emotionally.

Appeal:
In this cooking contest, we are using both rational and emotional appeal. Dr. Shine has 2x grease
removing power providing 40% less scrubbing. By this we can do our dishes faster. Dr. Shine also
comes with healthy hand formula, giving us abrasive free skins even after a long use. By this we
are filling the psychological need of customers. So, it can be marked as combination of appeal.

About The Content:

We are organizing this cooking contest to show the in-hand experience of Dr. Shine. This cooking
contest consists of 4 stages. The contents of each stages are:

1. Appetizer

2. Baking

3. Curry

4. Biryani

We will pick a total of 30 contestants. Best 20 of 30 will be picked for 2nd stage. Best 10 of 20
will be picked for 3rd stage. Best 5 of 10 will be picked for final stage. The winners will be
addressed as 1st, 2nd and 3rd. The prize money will be awarded in this following sequence, 1st
10,000tk, 2nd 8,000tk, 3rd 6,000tk and 2,000tk each to the rest for attending final round.

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BUDGET

TOTAL COST ASSUMPTION

Fixed Cost Amount
Equipment machine cost 1,000,000
Business License 12,000
Promotional Cost 400,000
Employee salary 600,000
Factory Rent 480,000
Insurance Premium 50,000
Total Fixed Cost 2,542,000
Variable Cost
Packaging cost 100,000
Raw materials cost 100,000
Distribution cost 50,000
Utility Bills 276,000
Direct labor cost 250,000
TOTAL Variable COST 776,000
TOTAL COST ASSUMPTION 3,318,000

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