8/19/2019 Branding Anti Depressant in Bngladeshi market
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North South University
Report: Anti-Depressant (Medicine)
Submited to: Sherina Idrish (SeH)
Section: !
Submitted "y:
# $advin Samir %han &' !* !'!
Md# +ouad Hasan '& !, !'!
'# $ahsin $arannum ' &, '!
.# Habibu/ Hasan "ip/ob & !& !'!
,# 0a1ia Ishrat Hossain & !, !'!
# Adnan Ibne Mannan '& . !'!
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$ab/e o2 content
$34I5 4a6e Number
5ompany Revie7 '
5ompany In2ormation '
322ered services .
8eo6raphic9 Demo6raphic9 4sycho6raphic
"ehaviora/
,
5ommunication 3bective
"rand 4romise and "rand 4ersona/ity
Maor se//in6 ideas
4roduct Sourcin6 *
Massa6e and 4roposition sty/e !
Appea/
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A"=i2e is a capsule that gives relief from stress, frustration, down feeling and monotonous life.
It works in a way that your blood circulation and cells demonstration starts to functioning. The
company’s vision is to dominate in the Asian region as a good and health resemble medicine forrelief from any kind of body stress. It As this is a new product in Bangladesh market and hance
to keep the brand promise and attain the vision. It is the only way for this kind of product to
reach target customers as soon as possible.
5ompany In2ormation
Name ABlife!ogo
322ered Services:
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It’s available in your nearby pharmacy
"easonable price.
Three types of flavors like mint guava and passion fruit are available.
#eadache and weakness both removes by this.
$e have our own pharmacy
In specific area like, %ulshan&', Banani, (oti)hel, *ttara etc in reputated
pharmacies we provide our own employer.
8eo6raphic Demo6raphic 4sycho6raphic>
"ehaviora/
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Area *rban
and +ub *rban
Area
=ocation : haka
-hittagong
+ylhet and
"a)shai
A6e : ' and above
8ender : Both male
and female
Income
(Month/y>dai/y)
Ran6e : Minimum
,!! $a1a
+ami/y Si?e :
No limitation
;ducation :
+econdary education is
enough
3ccupation: /eople
Belonging to any
occupation who needs
medicine
Attitude :
/ositive attitude towards
the brand due to the
additional benefits anddeferent service
services.
"ene2it:
0 No +ide effect
0 /rice is cheaper
0 1asy to get .
0 life style
0 12trovert
0 Introvert
@o/ume : 3 hours per
month
4erception : $ith our product we provide
best,
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pre2erence : +ince this
is a new product people
still now prefer older
medicine
provide by the manycompany
Semiotics : The logo @a/ues: The benefits
provided by this product
can be compared to
international level products yet the price is
4uite reasonable and
hence this creates a
positive value for the
consumer.
List of communication Objectives of the ad(Smart) based on
Traditional Response Model:
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Ours is a new product, which is a low involvement product, hence we are
adopting the Hierarchy of !ects Model. As it is a totally new brand, the
communication obectives are attained by brand positioning and through a
several number o! stages which a buyer or a customer passes through.
Awareness and knowledge is in the cognitive phase# #ere, we will let our customers or the target
market know about our product by broadcasting commercials and print ads and constant
repetition of our brand name, slogans and )ingles. The whole ob)ective is to become known and
memorable. As it is about a anti&deprassant pill, firstly people can have negetive attitude or
misconceptions towards it. $ith the ads we will remove the negetive attitudes by highlighting
the core benefits of the product and the lowest time it takes to decrease stress. !eaflets will be
distributed among the mass people. Booths will be placed in malls and near different corporate
offices, where the features and benefits of the product will be displayed. There, customers can try
our sample products for free and get an immediate feedback from the product.
Then comes the liking, preference and conviction which is in the affective phase. people will try
out and will be able to know about the features and benefits directly. 5nline survey will be done
afterwards to know the feedback from the customers and the competitive market. After observing
people’s reaction towards the product /ersonal selling will also be done to attract the target
customers, those who will buy or willing to buy will be given 67 discount on the ne2t
purchase.
In the end, if the customers are happy with the product they will be given a one month free
purchase of the product and a moneyback guarantee.
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"rand #romise and "rand personality:
Our product provides the stressed people with com!ort and simply
!aith!ulness by its immediate result. #t is not ust a drug, that people bother
ta$ing. #t comes in di%erent &avors, which people will enoy chewing, not ust
li$e other tablets'pills and is reliable o! being harmless.According to our promise, our (rand )ersonality is *incerity and +aith!ul.
$iscuss the major sellin% ideas or po&er ideas of the ad and justify
your selection:
+or the advertisement o! the product, rst we have to set up our maor
selling ideas. -he selling plan o! our product is eecuted by the core benets
o! it.
-he anti/depressant pill that we are launching has come up with the !astest
relie! !rom stress as well as it gives a soothing com!ort to the consumer0sbody. An added !eature is, it has come up with three new &avors/guava, mint
and passion !ruit. *o, our customers have the choice to choose one !rom
them.
On the other hand, we will advertise our product in several media, -
channels (illboards etc. -he ads will come up with the in!ormation, e.g.
benets, &avors, !eatures etc. through lively ingles and bac$ground, stories
etc. that will attract customers to set a brand image in their mind. e will
create our own website, which will present our product and our company in
an eciting way. e will ma$e it easy !or the customers to buy our product by
listing on our website all the places it is available.
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Source:
-onsumer always takes decision on buying any product on how well they know that product. In
every purchase decision information searching over the product in very vital role for a consumer.Initially, consumers perceive a need. This can be marketer Induced. The marketer induced the
idea that this need can be satisfied by the purchase of their product or service. If it is high
involvement product, such as ours, then the consumers search for information to make a
purchase decision. -ontact point here play a crucial role.
'ternal Source:
ar$et control source 7ow a day0s internet is the $ey area where
customers0 loo$ !or help with their purchases. )eople use +aceboo$,
8outube !or new brand mar$eting. (ut this anti depressant is a $ind o!
a product which doesn0t create that impact on a purchaser to buy a
product !rom those options. (ecause most o! the customers are 25 to
39 above. And these mar$ets are very much aware and dependent on
what they see. -hey mostly $eep in mind what an eperienced person
say. e will also have our personal retailing shop in the city with the
name. -hese will help them to $eep the brand name on the top o! their
mind. e will do much advertisement in hospitals. e will provide
table calendar to the doctors cabins and will $eep a banner in the
waiting rooms o! some well $nown hospitals.
)ersonal :perience e are giving advertisement on the - channels
at the leisure periods, ;adios on the pic$ hours and 7ewspapers. e
will use &ash advertisements in very di%erent time and di%erent
places. -hat will help people to remember our product.
)ersonal source Our campaign going to be li$e, we will $eep a contest
over the product. e will release a hal! o! the commercial on di%erent
media and tell them to guess the product what it is all about. A!ter
releasing the 2nd hal! o! the teaser we will o%er a special gi!t !or the
winner.
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Interna/ Source:
*alesman -hey are the most important source o! providing rst/hand in!ormation.
ostly people $eep good relations with the salesman. *o we will provide those
stores an educated salesman who will indirectly promote our products. :veryone
goes to those medicine stores those who have smart and educated person. *ells o!
product mostly depends on this $ind o! salesman. -he reason o! providing a
salesman to the stores is some people to the store and $nowing no name they ust
as$ !or stress/!ree pills. And giving them the product and giving it0s positive impact
on their mind is a $ind o! mar$eting.
*ource oriented thought -he sources used in our communication who are regular
wor$aholic people. -his is the indirect approach to draw the attention o! the
consumers through the usage o! sources credibility and trustworthiness. #t is more
e%ective to use a normal person on the campaigning program. (ecause in this $inds
o! product people usually believe !riends, neighbors, relatives more than a celebrity,
who is also a commoner, li$e us.
$a6/ine: ure for pure life.
S/o6an : mae it able*
Meanin6 : #n every wor$ you do, you need to be !eel encouraged. 8ou need to be
ma$e able to do that stu%. *ometime people !eel wea$, disable to do that wor$. -his
slogan show that when u have it, it ma$es you !eel able to do that wor$.
Massa6e o2 the commercia/ and proposition sty/e:
-he massage that our commercial wants to give is that when the obstacles comesinto ones0 li!e, it should get courage enough to get bac$ to the maor li!e. (ecause
with every stepping stone we can wal$ properly a milestone we can reach.
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m b in a t i
o nA p
p e al
o mb i n a t
i o np p e
a l
o mb i n a t
i o np p e
a l
# no r
m at i o
na n
da b i l
i t ya pp e
a l
# n o rm a t i
o na n d
a b i l i ty
a p p ea l
# n o rm a t i
o na n d
a b i l i ty
a p p ea l
mo t i
o na l
A pp e
a l
m ot i o n a
lp p e
a l
m ot i o n a
lp p e
a l
m ot i o n a
lp p e
a l
Appea/:
-he appeal that has been used in our commercial is combination appeal.
:motional Appeal >ere we show in our ad that a person !eel tired, stressed and
angry. -his !eelings mostly belongs to the adult to aged people. -hey have luury o!
options and varieties things to do but under pressure o! a wor$ they ust
demotivated and !eel low to demonstrate the tas$.
#n!ormational Appeal *ome &ying tet appear during emotional appeal and a!ter
they started !eeling energetic a!ter having A(?i!e more &ying tet comes up with
in!ormation what that capsule contains and how it wor$s.
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we will show this part only !or 2 wee$s in channels newspaper and other medias.
On this part we will ma$e a contest !or people on what could be the product would
be. -hey need to guess the product and winner will get a gi!t hamper !rom the
company.B
On third wee$ we will release the 2
nd
part o! the ad. hich will contain the result o!having the product. #n this part it will contain three di%erent scene o! those slice o!
1st part and those people are now re!reshed and more enoying their wor$. e will
not only show the 2nd part on third wee$ we will show the whole ad together. -he
winner0s name will be show at stretch on the le!t corner on the bottom side o! the
screen during the ad.
#roduction "ud%et
$escription +mount ,n "$T
#re-production:
• Cirector
• )roduction =ompany
• ardrobe
• ?ocation
• =asting
• Audio *election and ;ecording
• *et =onstruction
59,999"9,99925,99925,99949,99919,99929,999
#roduction:
• Actual *hoot 25,999
#ost-production:
• :diting
• )rocessing
• Audio'video iing
• ;ecording *ound :%ects
19,99929,99925,99915,999
Total 335,999 (C-
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Media #lannin%
-he basic media obective is to attract as much target consumers as we can
do to achieve some potential consumers as well. -he !ormat underta$en to
attain the media obective is the smart !ormat.
Speci.c: -hrough our +lash mobs and -= in
di%erent shopping mall and channels we plan to
cover around the 45D o! our target mar$et
Measurable: -he campaign underta$en can be
easily measured with the increase number o! our
customer.
+ttainable: -he number !or coverage
underta$en is small and hence attainable easily.
Realistic: Our product is new in the mar$et and
it is in the introduction stage o! its li!e cycle.
>ence, we do not believe we will be able to attain
large number o! our target mar$et at one go. Time "ased: +irstly our &ash mobs as well as
-he -= will be released initially as a teaser
!ollowed by the !ull -=. #n between there will be
some consumer engaging in mar$et place. -here!ore, the whole
campaign will run !or 3 months.
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Media Mi'
Type of
Media
Sub
Types
#latform
s
hannels/
0ame of
the
publicatio
n
Spot
timin
%
#lacemen
t (name
of the
pro%rame
s)
Timin% of
airin% the
ad
$aily
1re2u
ency
Timeframeof thecamp%n
)ersonal *ocial
edia
ar$etin
g
+aceboo$ Atlas
(angladesh
Euess the
+lash obs
8ou-ube Atlas
(angladesh
-=s
Cigital &yers
a!ter every 5
seconds
12
times
a day
obilear$etin
g
A!teratching
the teaser
the
people
as$ed
about the
product
through
!aceboo$.
n'a Euess theteaser'
+lash
mobs
3mon
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Other
Cigital
F-web
site,
search
engine,
email,
etcB
n'a n'a n'a
7on)ersonal
:lectronics
- A-7
(-
=hannel #
7-
*.A. -
-=s
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aga@ine #ce -oday
:conomist
(usiness/
-oday
irror
(lit@
onitor
)rint
=ommerci
als
n'a Once
every
month
2
month
*upport
edia
(illboard,
walls,
public
property
posters,
etc
(u@@ing
=enters o!
cities . )rint
=ommerci
als
4/5
places
4'5
month
obile n'a
Cirect
ar$etin
g and
)ersonal
*elling
*howroo
ms,
edicine
store,
*uper
store,
;etailer
etc.
:verywhere
in =ity
overa%e Locations and types &ith
3usti.cations
3 #ndees are used to identi!y the location o! the media
1or $haa
4*"uyin% #o&er ,nde' ("#,)
)opulation 15,599,999
average income (C- 25,999
Cisposal #ncome #ncome / 15D-aB G (C- 21,259
7o. o! retail storeG5999
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5* "rand development ,nde' ("$,)
1ormula: D o! brand to total sales o! the entire mar$etB'Do! the total
population o!
the entire mar$etBH199 GDIB'D8BH199
Hassuming that Cha$a city population to (angladesh )opulation is 25D and
sales o! atlas to total mar$et is 49D
(C#G 49'25H199
G169
6*ata%ory $evelopment ,nde' ($,)
1ormula: D o! product to total sales o! the entire mar$etB'D o! total
population o! the entire mar$etB H 199 GDAB'D8B H 199
Hassuming that Cha$a city population to (angladesh population is 25D and
sale o! pay - and ovie channel (o in Cha$a to (angladesh mar$et is 69D
=C#G69'25 H 199
G249
1or hitta%on%
4*"uyin% #o&er ,nde' ("#,)
)opulation 5,299,999
average income (C- 29,999
Cisposal #ncome #ncome / 15D-aB G (C- 1",999
7o. o! retail storeG2999
5* "rand development ,nde' ("$,)
1ormula: D o! brand to total sales o! the entire mar$etB'Do! the total
population o!
the entire mar$etBH199 GDIB'D8BH199
1"
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Hassuming the =hittagong city population to (angladesh )opulation is 15D
and sales o! atlas to total mar$et is 69D
(C#G 69'15H199
G499
6*ata%ory $evelopment ,nde' ($,)
1ormula: D o! product to total sales o! the entire mar$etB'D o! total
population o! the entire mar$etB H 199 GDAB'D8B H 199
Hassuming the =hittagong city population to (angladesh population is 15D
and sale o! pay - and ovie channel (o in Cha$a to (angladesh mar$et is
29D
=C#G29'15 H 199
G133.33
1or Sylhet
4*"uyin% #o&er ,nde' ("#,)
)opulation 599,999
average income (C- 1,999
Cisposal #ncome #ncome / 15D-aB G (C- 15,399
7o. o! retail storeG999
5* "rand development ,nde' ("$,)
1
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1ormula: D o! brand to total sales o! the entire mar$etB'Do! the total
population o!
the entire mar$etBH199 GDIB'D8BH199
Hassuming -he *ylhet city population to (angladesh )opulation is 12D and
sales o! atlas to total mar$et is 4D
(C#G 4'12H199
G499
6*ata%ory $evelopment ,nde' ($,)
1ormula: D o! product to total sales o! the entire mar$etB'D o! total
population o! the entire mar$etB H 199 GDAB'D8B H 199
Hassuming -he *ylhet city population to (angladesh population is 12D andsale o! pay - and ovie channel (o in Cha$a to (angladesh mar$et is 19D
=C#G19'12 H 199
G3.33
1or Rajshahi
4*"uyin% #o&er ,nde' ("#,)
)opulation 1,999,999
average income (C- 15,999
Cisposal #ncome #ncome / 15D-aB G (C- 12,"59
7o. o! retail storeG12,999
5* "rand development ,nde' ("$,)
1
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1ormula: D o! brand to total sales o! the entire mar$etB'Do! the total
population o!
the entire mar$etBH199 GDIB'D8BH199
Hassuming -he ;ashahi city population to (angladesh )opulation is 29D and
sales o! atlas to total mar$et is 69D
(C#G 69'29H199
G399
6*ata%ory $evelopment ,nde' ($,)
1ormula: D o! product to total sales o! the entire mar$etB'D o! total
population o! the entire mar$etB H 199 GDAB'D8B H 199
Hassuming -he ;ashahi city population to (angladesh population is 29D andsale o! pay - and ovie channel (o in Cha$a to (angladesh mar$et is 6D
=C#G6'29 H 199
G39
Reach type 7ith usti2ication and e
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assuming 19,999,999 household in Cha$a have television at
home
;each Cha$aBG );Hhousehold with -
G19,999,999H9D
G,999,999.
assuming 399,999 household in =hittagong have television at
home
;each =hittagongBG);Hhouseholds with -
G3,999,999H9D
G2,499,99.
assuming 299,999 household in *ylhet have television at home
;each *ylhetBG);Hhouseholds with -
G299,999H9D
G169,999
assuming 19,999,999 household in ;ashahi have television at
home
;each ;ashahiBG);Hhouseholds with -
G19,999,999
G,999,999
7R#8#R91re2uency
G9H19
G99'day
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hannel 7R# Tar%et
+udience
TR#
A-7 99 49D 329
(- 99 69D 49
=hannel # 99 59D 499
7- 99
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A# Re/ative 5ost>5hanne/
Assuming ATN Bangla -harges :;,666