Branding Anti Depressant in Bngladeshi market

8/19/2019 Branding Anti Depressant in Bngladeshi market

1/23

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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2/23

$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/

;


3/23

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:

3


4/23

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/

4


5/23

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,

5


6/23

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:

6


7/23

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.

"


8/23

"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.


9/23

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.


10/23

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.

19


11/23

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.

;


12/23

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-

12


13/23

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.

13


14/23

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

14


15/23

Other

Cigital

F-web

site,

search

engine,

email,

etcB

n'a n'a n'a

7on)ersonal

:lectronics

- A-7

(-

=hannel #

7-

*.A. -

-=s


16/23

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

16


17/23

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' ("#,)



Cisposal #ncome #ncome / 15D-aB G (C- 1",999




population o!


1"


18/23

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




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


Cisposal #ncome #ncome / 15D-aB G (C- 15,399



1


19/23


population o!


Hassuming -he *ylhet city population to (angladesh )opulation is 12D and


(C#G 4'12H199

G499




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' ("#,)



Cisposal #ncome #ncome / 15D-aB G (C- 12,"59

7o. o! retail storeG12,999


1


20/23


population o!


Hassuming -he ;ashahi city population to (angladesh )opulation is 29D and


(C#G 69'29H199

G399




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


21/23

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

21


22/23

hannel 7R# Tar%et

+udience

TR#

A-7 99 49D 329

(- 99 69D 49

=hannel # 99 59D 499

7- 99


23/23

A# Re/ative 5ost>5hanne/

Assuming ATN Bangla -harges :;,666

Documents

Branding Anti Depressant in Bngladeshi market