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LEAGUE OF SHADOWS
PRESENTATIONOUTLINE
COMPETITOR ANALYSIS
STP ANALYSIS
PRODUCT STRATEGY
PRICING STRATEGY
COMMUNICATION STRATEGY
COMPETITOR ANALYSIS
23
1 DIRECT COMPETITORS
INDIRECT COMPETITOR
STRATEGIC GROUP
MOOV, TIGER BALM, DORBESH BALM, PAGLA MOLOM
PAIN RELIEF SPRAY, SHANTI OIL
DORBESH BALM, PAGLA MOLOM
COMPETITOR ANALYSIS
• ENCIRCLEMENT STRATEGY TO OUTPERFROM THE COMPETITIORS
• STRATEGIC SWEET SPOT: LOW PRICE AND LONG LASTING SOLUTION
SEGMENTATIONGeographic Segmentation
Rural Semi Rural
Sub Urban Urban
Demographic Segmentation
Gender Male Female
Income <3k 3k-8k 9k-15k 16k-20k 21k-30k+ Education Uneducated SSC & HSC Bachelors Masters PhD Nationality Bangladesh Marital Status Married Single Divorce Separated Social Class A B C D EPsychographic Segmentation
Lifestyle Healthy Trendy Adventurous Sporty
Personality Dominance Aggressive Self Confidence Sociability Adaptable
Behavioral Segmentation
User Status Current Customers
Competitors Customers
Potential Customers
Usage rate High Medium Low Buyer Involvement High Low
Loyalty Status Hard Core loyal Split loyal Shifting loyal Switchers
TARGETINGGeographic Targeting Rural Semi-Rural
Demographic Targeting Gender Male Female
Income <3K 3k-8K 9K-15K
Education Uneducated
Nationality Bangladeshi
Marital Status Single Married
Social Class D E
Psychographic Targeting Life Style Healthy Adventurous Sporty
Personality Sociability Adaptable
Behavioral Targeting User Status Potential Customers
Usage Rate High Medium Low
Buyer Involvement Low
Loyalty Status Hard Core loyal Split loyal
BRAND POSTIONING
• DESIREABLE: QUALITY PRODUCTS WITHIN AFFORDABLE PRICE
• DELIVERABLE: HIGH-TECH MACHINARIES, AYURVEDIC INGREDINTS AND EXPERTISE
• DIFFERNTIATED: MONEY WELL-SPENT, HYGEINE FACTOR,SMELL
GREAT RELIEF IN A MATTER OF MOMENTS
BRAND POSTIONING STRATEGY
POD: Quality (Better than the competitors) :Permanent solution (that competitors’ products fail to provide) : Attractive packaging (will give the consumer a feelings that this will actually relief their pain)
POP: Instant pain relief, easy to use, low price, convenience.
PRODUCTSTRATEGY
• NON-DURABLE PRODUCT
• NEW BRAND DEVELOPMENT STRATEGY
• CONVENIENCE PRODUCT
• NO INGREDIENT BRANDING
SUPER BALM
PRICING STRATEGY
PRICING OBJECTIVE:
• SURVIVAL FOR THE INITTAL STAGE
• MAXIMIZE MARKET SHARE IN THE LONG RUN
PRICING METHOD:
• MARKET PENETRATION STRATEGY
PROMOTIONAL PRICING:
• SPECIAL EVENTPRICING
• TRADE PRICE : 21 TAKA• MARKET RETAIL PRICE: 25
TAKA
COMMUNICATIONSTRATEGY
COMMUNICATION OBJECTIVES
• BUILDING BRAND IMAGE (CREATING BRAND ASSOCIATION &
BUILDING BRAND AWARENESS)
• PROVIDING INFORMATION (ATRRIBUTES & BENEFITS)
MESSAGE STRATEGY
COGNITIVE: BRAND NAME, SUPERIOR QUALITY AND FAST LONG LASTING
PAIN RELIEF
MESSAGE EXECUTION
• SLICE OF LIFE
COMMUNICATIONSTRATEGY
MESSAGE SOURCE
• LIKEABILITY• TRUSTWORTHINESS
• SIMILIARITY
PROMOTIONALSTRATEGY
PUBLIC RELATION
ADVERTISING SALES PROMOTIONTOOLS
PERSONAL SELLING
ADVERTISING
• TV commercial: Only BTV and MY TV
• Radio Commercial: Only BANGLADESH BETAR during News
• Company vans to the Rural Area• Building relationship with TC
PERSONAL SELLING
SALES PROMOTION
CONSUMER PROMOTION:• free samples of our Product
in the beginning.• repeat purchase
Trade Promotion:• 20% less on the TP• Free notebooks, pens, T-shirts as a
gift with our products.
COMMUNICATION STRATEGY
PR ACTIVITIES:
• SPONSORING TALENT SHOW
• SPONSORING KRISHOKHER
EID ANANDO
CONTEXT TG TG 1 TG 2 TG 3 TG (D) LAUNCHING CAMPAIGNS BUDGET
COMMUNICATIONSTRATEGY
THANK YOU