WELCOME TO OUR PRESENTATION

We are Group E

Detailed Brand Report on

SMC ORSaline

Group Members

Ahsan Uddin 013- 048 030 Talukder Muttakim Al Tias 042- 206 030 Tabassum Ahmed 061- 633 030 Mushfique Mannan 062- 506 530 Nuzhat Sakina Hossain 062- 575 030

Introduction

ORS was first launched by SMC in 1985ORS was first launched by SMC in 1985

A vital life- saving liquid remedy for diarrheal dehydration A vital life- saving liquid remedy for diarrheal dehydration within the reach of the common masses within the reach of the common masses

ORS became a major player in the marketing of packaged ORS became a major player in the marketing of packaged oral rehydration salts in the late 80soral rehydration salts in the late 80s

There are more than 25 different companies into the ORS There are more than 25 different companies into the ORS marketmarket

In 2003, to regain market share, ORSaline underwent a In 2003, to regain market share, ORSaline underwent a change in formula and was branded as ORSaline- Nchange in formula and was branded as ORSaline- N

BRAND INVENTORY

Brand Equity Analysis

Brand Awareness

Brand Image and association

Brand Elements

Brand Name: ORSaline

Logo:

Slogan: “Hajar shishur jibon bachae, SMC-r ORSaline “

Packaging:

Marketing Mix

Product- Strict Quality Control

- Formula approved by WHO and UNICEF

- Ingredients

- Line extension

PriceMRP: Tk. 4

Promotion Advertising Public relations

Place Widespread sales and distribution Widely available in the retail outlets across the country 91% pharmacy outlets have at least one SMC brand of

ORS More than 2 in every 5 non-pharmacy retail outlets

have SMC brand ORS countrywide

Marketing Mix cont.

Points of Difference (POD) Pioneer

BNF- formulated fruit- flavored oral saline

Product slogan

Points of Parity (POP)

All oral salines are taken for diarrheal diseases

similar type of ingredients that are used

pricing strategy is also similar

Perceptual Map

Brand Exploratory

Brand Identity

Brand salience - Product Depth- Product Breadth

Brand Meaning

- Brand performance

- Brand image

Brand Exploratory

Brand Response

- Judgement

- Quality

- Credibility

- Superiority

- Sense of safety and comfort Brand Relationship

- Brand resonance

Brand Exploratory cont.

Brand Exploratory cont.

ResponseQuality, credibility

and superioritySafety and comfort

MeaningSuperior performanceUnique image

Good experiences Maintained for a long time

SalienceLarge brand depth and breadth

Strong brand awareness and association

RelationshipLoyalty and attachment

Figure 2: CBBE Pyramid for ORS

Branding Strategies

Market Position

Wants to portray a very simple thought: a life- saving drug that saves the lives of thousands of children

Current market leader in oral saline, with a market share of about 59%. Current Oral Saline Market Scenario

59%27%

2%

2%

1% 7% 2%

SMC ORSUniversal Tasty SalineBRAC Saline SK+FRenata SalineElite Food Corp.Others

Target audience

SMC has categorized the target market for its ORSaline into two groups.

Primary target group The primary target group is the parents of children

under 5 years of age across all the Socio-Economic classes.

Secondary target groupThe secondary target group includes:-

Doctors and prescribers Sellers of ORS-Pharmacists, Grocers, Pan shop

salesman etc.

Integrated Marketing Communications (IMC)

Above the line (ATL)- TVCs

- Radio ad- Press Ad, Billboard, Posters

Bellow the line (BTL) -Training sessions for RMPs

- Interactive theater- ‘Uthan Boithok’- Mobile film units

Leveraging Strategies

Use of corporate name for greater appeal

Ingredient branding: BNF- formulation

Certification by third party sources like WHO, UNICEF & ISO

Celebrity endorsements

Brand slogan: “Hajar shishur jibon bachae…”

Key Findings

Trustworthy brand

Unique association, making them the undisputed market leaders in oral saline

Loyal customers and positive customer responses

Symbolizes a reliable means of protection from diarrheal diseases

Key Findings (cont’d)

Pioneers in oral saline, special ingredient branding and successful product slogan

Successful branding, IMC and leveraging strategies

Ranks the highest in brand awareness and image in a perceptual map amongst all the competitors

Figure 4: ORSaline Sales (1985- 2007) - In million sachets

0

20

40

60

80

100

120

140

160

180

200

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

Year

Mill

ions

(Sal

es)

Recommendations

Modifications in their packaging Add more variety in their saline line Increase ATL strategy Enhance the leveraging strategy Intensive brand awareness programs

to enhance the brand equity of ORsaline Fruity

Extend its product line through new product innovation

Conclusion

The future of ORSaline is very bright as they plan to promote extensively that ORSaline- N is the only reasonable choice during diarrheal diseases and dehydration. Their proposed brand pay- off line for future promotions will be: “Hajar shishur jibon gorey” (Builds the lives of thousands of children)

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