Mkt Innovation

7/24/2019 Mkt Innovation

1/31

YELLOW Fighter TOOTH GEL

Letter of Transmittal

7thAugust 2015

To

Mohammad Zahedul Alam

Assistat !ro"essor

Mar#etig Maagemet $M%T&01'

(agladesh )i*ersit+ o" !ro"essioals

,u-.e/t ,u-missio o" Term !aer

3ear ,ir4

t is great leasure that su-mit the reort o 6o*ati*e mar#etig la o

Yello8 Fighter Tooth Gel9 t 8as reall+ e.o+a-le to 8or# ad reare the

term aer as it has ro*ided me 8ith a oortuit+ to i/rease #o8ledge

-+ ra/ti/al e:erie/e ad al+ m+ theoreti/al e:ertise ha*e tried m+-est to "ollo8 guidelies i rearig m+ term aer ha*e reseted 8hat

-elie*e to -e most imortat i"ormatio to ma#e m+ term aer as se/i;/

< /oheret as ossi-le

am glad to ha*e su/h a /hallegig term aer "rom +ou hoe m+

/om-ied e=ort 8ould satis"+ +ou

,i/erel+ +ours4

Golam Mah.a-i Zeri

3 >o ? E@10&05B

,e/tio ? &$A'

1 C! a g e


2/31


Acknowledgement 3

Executive summary 4

Chapter 1 !

"ntroduction #

$%&ectives '

Chapter ( )

*arket situation ) + 1

Chapter 3 11

$pportunity and "ssue analysis 11,13

Chapter 4 14

*arketing -trategy 1!,1.

Chapter !(

Action /rogram(1

Chapter # ((

0inancial /ro&ections(3,(4

Chapter '(4,(#

Conclusion(',()

Acknowledgement

( C! a g e

Ta-le o" Dotet


3/31


At the *er+ -egiig 8ould li#e to tha# the almight+ Allah "or the

su//ess"ul /omletio o" m+ term aer M+ si/ere tha#s go to m+ /ourse

istru/tor "or lettig me /hoose this iterestig toi/ ad ro*idig 8ith his

guida/e ad suort 8hi/h -rig out a out/ome o" this term aer

also tha# )i*ersit+ "or their suort

Lastl+4 m+ gratitude goes to m+ arets "or their egagemet ad ;a/ial

ad metal suort

Executive summery

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4/31


this /ometiti*e -usiess 8orld4 mar#etig is a essetial art o" a+

/oma+ The mai t8o ideas o" mar#etig are to attra/t the mar#et ad do

the a/ti*ities to retai them

-rig a io*ati*e mar#etig la 8hi/h is ot reset +et i (agladeshmar#et ad hoe"ul that a"ter e:e/utig m+ la it 8ill -e su//ess"ul ad

-rig -lessed "or so/iet+ ,o m+ la is Yello8 Fighter Tooth Gel 9

This tooth gel is /omletel+ e8 i mar#et ad 8hi/h regular use ro*ides

/osumers 8hite tooth ad dimiishig +ello8 shades graduall+ A"ter

io*atio o" m+ tooth gel eole are 8ho "a/ed this +ello8 shade ro-lem

the+ do9t ha*e to /osult 8ith detists ad eamels their tooth

Oe more imortat thig4 eamel aitig o tooth is i.urious "or iteral

side o" mouth ad 8hi/h /a -et "ugus o "a/e s#i Aother imortat

thig is this tooth gel is same as usig as tooth aste as ad more lightl+

tha other regular aste so "or this se/ial reaso this -rad amig Yello8

Fighter Tooth Gel 9

4 C! a g e


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DHA!TE 01

>TO3)DTO>

ellow 0ighter Tooth 2el

A rodu/t /a -e de;ed as a+thig that /a -e o=ered to a mar#et "or

attetio4 a/tuatio4 use or /osumtio that might satis"+ 8at or eed

! C! a g e


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this mar#etig la /o/erig rodu/t is tooth 8hiteig s+stem Yello8

Fighter Tooth Gel9s a re*olutioar+ e8 s+stem that i/ororates light

te/holog+ to 8hite m+ tooth "ast Light treatmet is the latest 8hiteig

te/hiue used -+ detists The uiue4 atet edig Yello8 Fighter Tooth

Gel9s desiged to -e used at home ad is e:tremel+ eas+ to use The

ad*a/ed light /om-ied 8ith the se/iall+ "ormulated gel4 raidl+ remo*es

sur"a/e stais ad eetrates dee to remo*e em-edded stais Wor#s great

o stais /aused -+ /o=ee4 tea4 smo#ig4 red 8ie4 "ruit .ui/e4 /ola4 agig

ad more

0eatures

Whites i 15 da+s regular use ,imle to use

Eas+ to maitai

*ission

6Yello8 Fighter Tooth Gel6 missio is to addig smile ad log lastig "resh

-reath o /ustomers

ision

8or# to /reate a -etter "uture e*er+ da+

hel eole "eel good4 loo# good ad get more out o" li"e 8ith -rads

ad ser*i/es that are good "or them ad good "or others

8ill isire eole to ta#e small e*er+da+ a/tios that /a add u to a

-ig di=ere/e "or the 8orld

8ill de*elo e8 8a+s o" doig -usiess that 8ill allo8 us to dou-le

the sie o" m+ /oma+ 8hile redu/ig m+ e*irometal ima/t

# C! a g e


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$%&ectives

O-.e/ti*e meas the goals9 that the -usiess must a/hie*e i order to meet

its 8ider -usiess o-.e/ti*es

Yello8 Fighter Tooth Gel o-.e/ti*es areI

Gro8th i mar#et share

Dlearer rodu/t di=eretiatio

Log term -rad *alue to /ustomers

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Chapter (

Current *arket -ituation

*arket -ituation

) C! a g e


9/31


6Yello8 Fighter Tooth Gel 6rodu/es ure /osumer goods ,ome its -rads

are rodu/ed lo/all+ i (agladesh ad some are imorted "rom other

regioal "a/tor+ o" 6Yello8 Fighter Tooth Gel6 (agladesh the /oma+

has ol+ Gel Mau"a/turig "a/tor+

Current *arket situation

The mar#et "or 6Yello8 Fighter Tooth Gel 6rodu/t is sreadig raidl+ More

ad more /omaies are startig this -usiess ,o this se/tor is o8

-e/omig *er+ /ometiti*e o8ada+s ,ellig mostl+ deeds o ad*ertisig

ad other romotioal a/ti*ities ,o 6YELLOW FGHTE TOOTH GELJ do lot o"

romotioal a/ti*ities to sta+ i the /ometitio

/ackaging

!a/#agig i*ol*es desigig ad rodu/ig the /otaier or 8raer "or a

rodu/t Traditioall+ the "u/tio o" a/#agig is to hold ad rote/t the

rodu/t (ut i re/et da+s it is re/ogied that a/#agig er"orm ma+

sales tas# "rom attra/tig attetio to des/ri-ig the rodu/t ad to ma#e it

to sale

. C! a g e


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Level of product

Fi*e le*els o" Yello8 Fighter Tooth Gel 8ill -eI

Core 5ene6t of the /roduct t is a teeth 8hiteer that 8ill hel to

#ee the tooth 8hite

5asic product(asi/ rodu/t 8ill -e remo*ig stais graduall+

Expected /roduct E:e/ted rodu/t 8ill -e I its solutio to 8hite the

tooth getl+ ad attra/ti*e a/#agig4 reasoa-le ri/e et/

Augmented /roductThis is ol+ 8hitig gel o=ered i (agladesh

/otential product 8ill miimie the ri/e a"ter ha*ig ositi*e

resose o" usig tooth gel -+ /ustomers

Figure Le*el o" rodu/t

1 C! a g e


11/31


DHA!TE 0K

O!!OT)>TY A>3 ,,)E

A>ALY,,

11 C! a g e


12/31


A"ter lau/hig a /omlete e8 rodu/t "a/ig some hurdles 8hi/h are

gi*e

-trengths

Largest amout o" share i the mar#et

Ha*ig a good um-er o" resoses

A outstadig distri-utio et8or#

7eaknesses

a8 materials are *er+ e:esi*e

,o ma+ toothastes are a*aila-le i the mar#et

$pportunities

!arti/iatio 8ithi a gro8ig idustr+

)tiliatio o" /hagig li"est+le o" eole "or i/reasig demad

,/oe o" e:adig the mar#et *erti/all+ ad horiotall+

Ali/atio o" e8 ta/ti/s ad surrise a/#ages

>i/he mar#etig

Threats

Threats o" the mar#et /hallegers

1( C! a g e


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A egati*e e=e/t o eole9s sedig -e/ause o" the /urret ;a/ial

/risis

>e8 rodu/ts eed time to rela+ i mar#et

-7$T Analysis of the product

13 C! a g e

-trenghts

,trog (rad mage

Faster tooth 8hiteer

Eas+ to /arr+

weaknesses

Lots o" /ometitors

E:istig rodu/ts are eter i

mar#et

$pportunities

3i=ert /olor gel

3i=eret a*ore gel

Threats

Dometitors /a rodu/e

!ri/e o" ra8 materials /a go

u


14/31


DHA!TE

014 C! a g e


15/31


MA%ET>G

,TATEGY m+ mar#etig strateg+ re"er to mass mar#etig meas o segmetatio

-+ demograhi/4 geograhi/4 -eha*ioral et/ /hoose a target mar#et 8here

/a easil+ rea/h ad sell m+ rodu/t /hoose those eole

- ,iml+ those eole 8ho ha*e tooth

- Mail+ the ur-a area eole

- !eole 8ho 8at sa"e tooth 8hiteer i a eas+ 8a+

- !eole 8ho are ot iterested go to detist ad 8at to remo*e their

+ello8 stai "rom tooth -+ a gradual ro/ess

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Though m+ rodu/t is totall+ e8 i (agladesh ot so mu/h eole are

a8are a-out the rodu/t there"ore rimaril+ are "o/usig ur-a area eole

o" some -ig /ities so sigle segmet /o/etratio o" target mar#et

sele/tio "or this rodu/t

1# C! a g e


17/31

/roduct

$Yello8 Fighter'

/lace

$Lo/al mar#et'

/rice

$Lo8er /ost'

/romotion

$Mass mar#etig'

Target Customers

$Whole mar#et'


1' C! a g e


18/31


*arket -hare

As ma#ig a mar#etig la 8hi/h is a e8 rodu/t ad ot a*aila-le i the

mar#et so it9s still i rodu/t de*elomet stage4 e:e/t that 8he it 8ill

eter the mar#et it 8ill i itrodu/tio stage 8here sales 8ill lo8 -ut a

i/reasig rate4 ad m+ target is to go i maturit+ stage "or higher sale ad

higher ro;t

Figure Mar#et ,hare !ositio

*anufacturing 8evelopment

itiall+ o8 are o=erig *er+ -asi/ "a/ilities through m+ rodu/t -ut a"ter

se*eral +ears am laig to de*elo m+ rodu/t i "ollo8ig se/torsI

3i=eret a*ored "ormulated gel

Dost /uttig o" the rodu/t

-ales olume

this situatio /osumer -u+ig -eha*ior 8ill -e little slo8 /ause this

rodu/t is /omletel+ e8 i mar#et so the+ ta#e a "e8 time to rela+ this

tooth gel ,o m+ strateg+ 8ill -e gra*e /ustomer attetio -+ di=eret

"eature4 rograms ad dis/out also ro*idig /ouos *ou/her

1) C! a g e


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/ricing -trategy

!ri/e is the amouts o" moe+ /ustomers ha*e to a+ to o-tai the rodu/t

Ma:imie /urret ro;t ad i/rease sell

Total /osts 8ill deed o the ri/e o" the rodu/tio /ostig

(agladesh o other /oma+ is sellig this #id o" tooth

8hiteer4 so ha*e o lo/al /ometitors

The 8ill set the ;al ri/e For the remium a/#age 8ill /harge

t# 250 i/ludig oe e:i-le tooth-rush

8istri%ution or Location -trategy

The distri-utio ro/ess o" Yello8 Fighter Tooth Gel 8ill -e same as the

/oma+9s other rodu/ts4 8hi/h is as "ollo8igI

1. C! a g e

The ;al/osumers

Consumers

The retail -tores9etailers

$wn distri%utors7holesale

*yself*anufacturer


20/31


*anufacturer

8ill rodu/e this e8 rodu/t -+ m+ o8 ad 8ill also ma#e the

"ormulated gel

7holesaler

ha*e to ;d out distri-utors 8ho 8ill -u+ the 8holesale amout ad sell

these to the retailers

9etailers

etailers 8ill -u+ the rodu/ts "rom distri-utors ad sell these to the ;al

/osumers

Consumers

!eole /a get it i suerstores4 -ig harma/ies et/ 8ill la/e this rodu/t

mail+ i ur-a areas o" 3ha#a Dit+ ad others distri/ts

/romotional strategy

For a /omlete e8 rodu/t its must to do romote the rodu/t For attaiig

/ustomer9s attetio ha*e to "ollo8 some 8a+ to romote m+ goods these

are

#:1 Advertising

TC Commercial For this rodu/t 8ill ro*ide the i"ormatio i

su/h a 8a+ that 8ill i/lude that4 6 i" +ou are ot /om"orta-le to go

detist "or eamel +our tooth so solutio are /ome at +our had usig

Yello8 Fighter regular ad 8hitig +our tooth

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9adio Advertisement 8ill also u-lish attra/ti*e4 /olor"ul ad

i"ormati*e ad*ertisemets i radio4 e8saers4 iteret4 ad

magaies ad o -ill-oards i regular -asis

-ponsorship /a do sosorig ad e*et orgaiig ad /amaig

as m+ romotioal a/ti*it+

-ales promotion 8ill gi*e "ree samles i detal /lii/4 edu/atioal

istitutios li#e detal /ollege4 hosital ad also i suer stores The

ualit+ o" those "ree samles 8ill -e smaller tha the origial oe

(1 C! a g e


22/31


Chapter !ACT"$;

/9$29A*

(( C! a g e


23/31


Action /rogram

Yello8 Fighter Tooth Gel has a *er+ llIstru/tured orgaiatio E*er+

deartmet o" it does its .o- *er+ eN/ietl+ The mar#etig la 8hi/h ha*e

made 8ill -e imlemeted ad a//omlished -+ di=eret /ategor+ First o" all

the la 8ill ha*e to -e aro*ed -+ the dermatologi/al /eter Ol+ a"ter

the aro*al it /a start its "u/tio

The strategies regardig the rodu/t4 its romotioal a/ti*ities4 ri/e settig

all 8ill -e doe -+ the mar#etig deartmet

The .o- o" desigig the rodu/t4 mau"a/turig ad a/#agig 8ill -e

a//omlished -+ the rodu/tio deartmet

Fia/e deartmet 8ill -e resosi-le "or -udgetig ad ;a/ig the

rodu/t

Li#e other -rads o" the /oma+4 a -rad maager 8ill -e assiged "or

Yello8 Fighter Tooth Gel9 to admiister o*erall a/ti*ities o" the rodu/t

(3 C! a g e


24/31


Chapter #

0inancial

/ro&ections

(4 C! a g e


25/31


5udgeting

This se/tio 8ill o=er a ;a/ial o*er*ie8 as it relates to the mar#etig

a/ti*ities The tooth 8hiteer 8ill address -rea#Ie*e aal+sis4 sales

"ore/asts4 e:ese "ore/asts4 ad ho8 the+ li# to the mar#etig strateg+

Dommui/atio (udget

*edium Cost in T< = of Total Cost

Television 542KK4000 22B0

;ewspaper 24&K04000 115K

$utdoor 4P704000 21K2

9adio 240214000 PP-ponsoring > eventorgani?ing

54PK04000 2552

Additional Campaign

Cost242&04000 BPB

2rand Total ((@)44@ 1=

(! C! a g e


26/31


*arketing Expense 5udget

The e:ese "ore/ast 8ill -e used as a tool to #ee the deartmet o target

ad ro*ide idi/ators 8he /orre/tios ad modi;/atios are eeded "or the

roer imlemetatio o" the mar#etig tas#

The mar#etig e:ese is high i the -egiig o" the rodu/t As the

rodu/t goes to8ards its maturit+ le*el4 the e:ese starts to settle do8 a

-it The agai a"ter the maturit+ stage the mar#etig e:ese eeds to

i/rease as romotioal a/ti*ities are i/reased "or larger sale

(# C! a g e


27/31


Chapter '

(' C! a g e


28/31


"mplications and

ControlsYello8 Fighter Tooth Gel e8 rodu/t i our /outr+ so it has ot that mu/h

ro-lems t has some ro-lems4 8hi/h are gi*e -elo8I

Higher !ri/e

!oor ur/hase lo/atio

>ot a8are a-out the rodu/t

>o segmetatio

The .o- o" moitorig er"orma/e /omes a"ter imlemetig the la t is

imortat to moitor 8hether the .o- is -eig er"ormed as it is laed "

ot the /orre/ti*e methods must -e ta#e

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30/31


Do/lusio

For m+ e8 rodu/t 8at to e:e/ute some la i "uture that 8ill hel to

de*elo the rodu/t ad ma#e the rodu/t more /ometiti*e

Yello8 Fighter Tooth Gel should ta#e iitiati*e to redu/e the ri/e (e/ause

8ithout uer /lass eole this rodu/t9s ri/e is ua=orda-le "or other

/lasses eole

Yello8 Fighter Tooth Gel should i/rease their distri-utio i other /ities as

it ol+ a*aila-le i 3ha#a ad Dhittagog

Yello8 Fighter Tooth Gel should ma#e eole a8are -+ i/reasig their

ad*ertisig4 sales romotio ad u-li/ relatio

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31/31


Yello8 Fighter Tooth Gel should segmet their /ustomer -+ rodu/ig

di=eret a*ored gel li#e "or maleI mit4 *ailla ad "or "emaleI/ho/olate4

stra8-err+

THE E>3

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