Mir Aasif Zaman

1411420060
Hasib Rahman
1421542660
Ovi Julius Palma
1421627060
Raiyan Rizwan
1421769660

Tenacious

Company
Profile
Established on the year 1999
Second largest pharmaceutical company in the country
Produces drug products like tablets, capsules, oral liquids, eye drops, etc
Renowned for medicinal brands like Osartil, Pantonix, and Omidon

 Launched NeoCare on Feb

4, 2014
Flagship brand for baby
diaper of Incepta
Pharmaceuticals
It comes in four sizes Small
(3-6Kg), Medium (4-9Kg),
Large (7-18 Kg) and XL (1125Kg)
Pack size usually comes to

The current
market size of
baby diapers
is TK 400 crore

Over 1% of
total
population
use baby
diaper, with a
40% growth
per annum

Current market scenario

Market Share
30%
70%

Local Manufacturers

Met Thorugh Import

24

13

16

10

10

Top three
foreign and
local baby
brands.
Remaining
28% of the
brands are
mostly foreign

Breakdown of Diaper Market

Total
Tk
Current
400crore
Market
Segmentatio
n Criterion Demographic
Geographic
Behavioral
Target
Market

Working Women

BCG Matrix of Incepta Pharma Ltd.

Anti-Hypertension Drugs

Diapers

Gastrointestinal tablets

Vitamin Tablets

 Affordable Price
Better Quality
Aggressive Promotion

Different shapes and colors

Diversification
Innovative ways
Untapped low segment market

Infant product
Aggressive Competitors

Superior foreign brands

Intense competition

Introduction

Product Life
Cycle

Sales

Costs

Customers

Pricing
Strategy

 Finding the right pricing strategy is key

NeoCare followed selected segment
standard
Many existing Foreign & Local diaper
brands
Massive competition within the segment

Market Segmentation

Premium Segment
Brand

Size

Number of
Diapers per
Pack

Price

Average
Price
Range

Pampers

Small

11 pieces

385 tk

32-35 tk

38 pieces

1190 tk

Mamy Poko
Pants

Small

44 pieces

1650 tk

37 tk

Huggies

Small

5 pieces

199 tk

35-40 tk

48 pieces

1650 tk

25 pieces

725 tk

44 pieces

1370 tk

6 pieces

195 tk

50 pieces

1430 tk

5 pieces

135 tk

25 pieces

630 tk

4 pieces

115 tk

28 pieces

675 tk

Molfix

Small

Nannys
Baby Love

Small

NeoCare

Small

Supermom

Small

30-32 tk
29-32 tk
25-28 tk
25-28 tk

Value for Money Segment

Brand

Size

Number of
Diapers per
Pack

Price

Average
Price
Range

ChuChu

Small

5 pieces

85 tk

16-17 tk

16 pieces

260 tk

10 pieces

240 tk

40 pieces

850 tk

34 pieces

675 tk

Bebem

Bashundhara

Small

Small

22-24 tk

20 tk

Lower End Segment

Yet to be targeted
Low priced diapers
Hugely populated segment
Huge opportunities in future

Distribution Strategy
Distribution: (Questions Needed To Be Answered)
What channels will Neo Care use to distribute its
product
2. How will Neo Care time its distribution?

Will Neo Care distribution be intensive, selective or

exclusive?

Distribution Options

Neo Cares

Distributio
n Strategy

Dhaka City Based distribution in quarterly

stages that will span the entire year
First quarter: Extensive
Distribution in all major target
points
Second quarter: Expand
distribution to smaller
independent
baby-goods
retailers and pharmacies.
Third and Fourth quarters: Focus
on retention and expansion

PROMOTIONAL TOOLS FOR

NEOCARE

CONVENTIONAL MEDIUMS
Television commercials
Radio commercials
Billboards
Posters. Etc

Digital Promotional Tools

DIGITAL MARKETING
FACEBOOK
Around 2.8 million users in Bangladesh
Working parents can be reached through FACEBOOK.
Facebook Lookalike audience
Promotion of selected FACEBOOK posts
Blogs about the product/healthcare/similar product
YouTube videos

Other Communication tools

Co-sponsoring TV talk-shows
Co-sponsoring health programs
Below the line activities;
Events
Activation (direct selling)

Sales Promotional Tools

Existing Marketing
Strategy

Its use of Super Absorbent polymer

keeps the baby dry, happy and
healthy
Its sloganShara raat araam, shara
din furfure
Neo care maney hashi khushi bacha,
Neo care mane active bacha, Neo care
maney chintahin thaka, Neocare mane
nishchinto ghum

www.neocarebd.c
om

Also posting
Cooking
Beauty
Fashion tips
Pregnancy
Diet

UTTARA, GULSHAN, BANANI, DHANMONDI,

Prob
le m s
??
?

 Less publications in
digital platforms such as
Facebook. Thus the lack
of reaching the right
target audience
Less awareness of the
NeoCare website
Less brand awareness

New Marketing Strategy

COMMUNICATION
STRATEGY
Need Arousal
Information Search and Evaluation
Purchase
Usage

Merchandising Strategy
Shirts and Baller IDs
Baby Books
Neocare Badges.

PROBLEM
IDENTIFICATION
&
RECOMMENDATI
Threat from New Entrants
ON

Lack of Experience

OOS situation may arise

Skeptical Customers

Huge investments for deterrence

Experience in healthcare products
Order placement through Web Portal
Direct Marketing with personal touch

Thank you