Upload
mushfique-mannan
View
2.716
Download
9
Tags:
Embed Size (px)
Citation preview
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)
THANK YOU