Welcome

To The
Presentation
Session
1

Presentation Topic:
Marketing plan

Prepared for:

Ms. Afia Akter

Course Instructor:

Marketing Management
(BBA2310)

The Group Members:

Md. Siragis Salekin

BBA050301536

Rajib Khan

BBA060101556

Bapon Kumar Roy

BBA060101573

Md. Mahbubur Rahman BBA060101566

Amirul Alam

BBA050301478
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Company Review
Name

: Square Toiletries Ltd.

Year of Establishment : 1988

Awarded ISO 9001:2000 Certificate : 1998
Annual Turnover (2005-06) : Tk.5 billion

Company Review (Contd.)

Net Profit (Before Tax) : Tk.250 million
Annual Growth Rate :18.16%
Number of Brands : 16
Number of Products : 50
Exporting in : 15 countries
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Brand review

Kool , first ever Bangladeshi brands

with complete shaving solution.

Kool provides:
Kool
Kool
Kool
Kool
Kool

After Shave Balsam

After Shave Gel
Shaving Cream (Frosty)
Shaving Cream (Monsoon)
Blue Deodorant Body Spray
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New Product Review

Product name: Kool Body Soap
Product type : First Men body soap in
Bangladesh with 3
different fragrances
Available SKU : 90 gm

Current Market Situation

The size of the soap industry in Bangladesh is
about Tk. 6.5 billion approx.
Market Leader Unilever offers LUX (6 types)
and Lifebuoy Gold (4 types).
Squares Meril Splash beauty soap- approx.
10% of the market share.
Other available beauty soaps are Keya,
Aromatic Gold, Lily etc.
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Current Market Situation

(Contd.)
Some imported foreign men soaps are FA, Gucci
etc.
Men are concentrating more on skin care.
No men soap is developed by the local companies yet.

Kool Body Soap is the first men body of

Bangladesh.
Monopoly Opportunity for Square.

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Opportunity/Threats Analysis
Opportunities are:
Increasing consciousness for skin
care

by male

consumers
Monopoly business opportunity
Availability of raw materials
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Opportunity/Threats Analysis
(Contd.)
Threats are:
Introduction of new men soap by
other
or

companies.

Existing beauty soaps (such as: Lux)

imported foreign soaps for men may
disturb the growth rate.
Doubt ness about quality.
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Strengths/Weakness Analysis
Strengths are:
Largest manufacturing facilities with world
class technology.
ISO 9001: 2000 certified Company.
Quality compliance with Middle East, Asia,
Europe and some other country.
Largest distribution channels in Bangladesh.
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Strengths/Weakness Analysis
(Contd.)
Weaknesses are:
Lack ness of research data.
Less stronger brand name.
lack ness of information about potential
competitors.

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Issue analysis
Will Kool Body Soap be able to gain the large
market share of current soap industry in
Bangladesh?
Will Kool Body Soap be able to attract its target
consumers?
Can Square produce this new product
effectively and efficiently with its existing
resources?
Should Square increase its expenditure for
marketing research and product development?
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Issue analysis (Contd.)

Does Square has the ability to draw an
effective strategy for its potential competitors?
Should Square design a new promotional
strategy to increase the brand awareness of

Kool?
Should Square stay with existing distribution
channel or add a new one with the existing one?
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Financial Objectives
Earning ROI 20% after tax annually over the
next 3 years.
Generating net profit of Tk.30 million in 2008.
Producing an annual turnover of Tk.150
million in 2008.

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Marketing Objectives
Selling 6,000,000 units of soaps at a average
price of Tk.25 in 2008.
Achieving target profit margin of 20% in 2008.
Capturing 2.308% of market share by creating
a sales revenue of Tk.150 million.
Creating 30% brand awareness with in the
target consumers by the end of this year.
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Kool
makes you Cool..

Marketing
Strategy
Of
Kool Body Soap
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Target Market
Gender

Kool
makes you Cool..
: Men, (Upper
middle and
middle classes)

Occupation: Students, new

job holders
Age group : 15-30 yrs
Location

: Urban areas,
Metropolitan
cities and main
district towns.
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Product Positioning
Kool Body Soap

Kool
makes you Cool.

Three different variants

for normal, dry and oily
skin.
Maintaining 76% TFM
(Total Fatty Matter).
Keeps your skin clear.
Works as your
deodorant.
Gives you the real
freshness of bath.

21

Product Positioning (Contd.)

Kool
makes you Cool..

Kool Sea Mineral

Color: Sky blue with white
color curve

Skin Type: Normal Skin

Key elements: Dead Sea
salt, aqua water, oils of
Palm and Coconut

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Product Positioning (Contd.)

Kool
makes you Cool..

Kool Oxy Fresh

Color: White with deep
blue colored spots
Skin type: Dry Skin
Key elements:
Oxygenated Purified
Water, Chamomile,
Rosemary and Burdock
Root
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Product Positioning (Contd.)

Kool Herbal

Kool
makes you Cool..

Color: Light Yellow with

parrot green colored spots
Skin Type: Oily skin
Key elements: Neem,
Sandal, Turmeric
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Distribution
Large distribution channel of Square.
Directly distributing to the large super
stores

in Dhaka and Chittagong cities by

taking rent of products shelf.

Different reward packages for distributors,
like: cash bonus, increasing commission
rate etc.
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Marketing Research
Measuring the brand awareness before,
during and after the marketing campaigns.
Increasing budget by 5% to know about
the potential competitors
budget for knowing the consumer decision
process will be increased by 10%.

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Action Programs
January:
Starting advertising campaign from Dhaka International
Trade Show, 08.
Advertising through news papers, TV and Billboards.

February:
Special reader corner in Amor Ekushey Boimela, 08
Music concert on14 February, 08 to observe the occasion
of Valentines Day.
In charge- Md. Siragis Salekin
Planned cost of Tk.2.5million.
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Action Programs (Contd.)

March:
Music concerts on 26 March, 08 on the
occasion of Independence Day.
Model hunt contest for searching Mr. Kool Of
The Year
will receive a contract of TK.300,000 for being the
official model of Kool Body Soap.

Project Coordinator: Mr. Rajib Khan

Budget: Tk.8 million.

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Action Programs (Contd.)

May:
Reward packages &
Different types of gift items for Distributors
T-shirts
Calendar
Hand watch
Umbrella
Key ring
Souvenir etc
In Charge- Mr. Bapon Kumar Roy
Planned cost of Tk.1.8 million.
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Action Programs (Contd.)

July:
Sponsoring National Tree Plantation
Campaign, 08 to create the social publicity
100,000 tree plants will be distributed to
people
Project manager: Mr. Amirul Alam
Planned budget of Tk.1.5 million
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Action Programs (Contd.)

September:
Free advising campaign for skin care of men
Friendship Cricket and Football matches
Creating a relief fund for poor people to
distribute warm cloths and blankets in winter
seasons.
Project In-Charge: Md. Mahbubur Rahman
planned cost of Tk.1.7 million
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Thanks
To
Join The Session

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