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Presentation on KBS means Kool BOday soap
Citation preview
4
The Group Members:
Md. Siragis Salekin BBA050301536
Rajib Khan BBA060101556
Bapon Kumar Roy BBA060101573
Md. Mahbubur Rahman BBA060101566
Amirul Alam BBA050301478
5
Company Review
Name : Square Toiletries Ltd.
Year of Establishment : 1988
Awarded ISO 9001:2000 Certificate : 1998
Annual Turnover (2005-06) : Tk.5 billion
6
Company Review (Contd.)
Net Profit (Before Tax) : Tk.250 million
Annual Growth Rate :18.16%
Number of Brands : 16
Number of Products : 50
Exporting in : 15 countries
7
Brand review
Kool , first ever Bangladeshi brands with complete shaving solution.
Kool provides:Kool After Shave Balsam
Kool After Shave Gel
Kool Shaving Cream (Frosty)
Kool Shaving Cream (Monsoon)
Kool Blue Deodorant Body Spray
8
New Product Review
Product name: Kool Body SoapProduct type : First Men body soap in
Bangladesh with 3 different fragrances Available SKU : 90 gm
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Current Market Situation The size of the soap industry in Bangladesh is about Tk. 6.5 billion approx.
Market Leader Unilever offers LUX (6 types) and Lifebuoy Gold (4 types).
Square’s Meril Splash beauty soap- approx. 10% of the market share.
Other available beauty soaps are Keya, Aromatic Gold, Lily etc.
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Current Market Situation (Contd.)
Some imported foreign men soaps are FA, Gucci etc.
Men are concentrating more on skin care.
No men soap is developed by the local companies yet.
Kool Body Soap is the first men body of Bangladesh.
Monopoly Opportunity for Square.
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Opportunity/Threats Analysis
Opportunities are:
Increasing consciousness for skin
care by male
consumers
Monopoly business opportunity
Availability of raw materials
12
Opportunity/Threats Analysis (Contd.)
Threats are:
Introduction of new men soap by
other companies.
Existing beauty soaps (such as: Lux) or imported foreign soaps for men may disturb the growth rate.
Doubt ness about quality.
13
Strengths/Weakness Analysis
Strengths are:
Largest manufacturing facilities with world
class technology.
ISO 9001: 2000 certified Company.
Quality compliance with Middle East, Asia,
Europe and some other country.
Largest distribution channels in Bangladesh.
14
Strengths/Weakness Analysis (Contd.)
Weaknesses are:
Lack ness of research data.
Less stronger brand name.
lack ness of information about potential
competitors.
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Issue analysis
Will Kool Body Soap be able to gain the large market share of current soap industry in Bangladesh?
Will Kool Body Soap be able to attract its target consumers?
Can Square produce this new product effectively and efficiently with its existing resources?
Should Square increase its expenditure for
marketing research and product development?
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Issue analysis (Contd.)
Does Square has the ability to draw an effective
strategy for its potential competitors?
Should Square design a new promotional
strategy to increase the brand awareness of
Kool?
Should Square stay with existing distribution
channel or add a new one with the existing one?
17
Financial Objectives
Earning ROI 20% after tax annually over the
next 3 years.
Generating net profit of Tk.30 million in 2008.
Producing an annual turnover of Tk.150
million in 2008.
18
Marketing Objectives
Selling 6,000,000 units of soaps at a average
price of Tk.25 in 2008.
Achieving target profit margin of 20% in 2008.
Capturing 2.308% of market share by creating
a sales revenue of Tk.150 million.
Creating 30% brand awareness with in the
target consumers by the end of this year.
20
Target Market
Gender : Men, (Upper middle and
middle classes)
Occupation: Students, new job holders
Age group : 15-30 yrs
Location : Urban areas, Metropolitan
cities and main district
towns.
Kool…………… makes you Cool…..
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Product Positioning
Kool Body Soap
Three different variants for normal, dry and oily skin.
Maintaining 76% TFM (Total Fatty Matter).
Keeps your skin clear.
Works as your deodorant.
Gives you the real freshness of bath.
Kool……………
makes you Cool….
22
Product Positioning (Contd.)
Kool Sea MineralColor: Sky blue with white color curve
Skin Type: Normal Skin
Key elements: Dead Sea salt, aqua water, oils of Palm and Coconut
Kool…………… makes you Cool…..
23
Product Positioning (Contd.)
Kool Oxy FreshColor: White with deep
blue colored spots
Skin type: Dry Skin
Key elements:
Oxygenated Purified
Water, Chamomile,
Rosemary and Burdock
Root
Kool…………… makes you Cool…..
24
Product Positioning (Contd.)
Kool Herbal
Color: Light Yellow with
parrot green colored spots
Skin Type: Oily skin
Key elements: Neem,
Sandal, Turmeric
Kool…………… makes you Cool…..
25
Distribution
Large distribution channel of Square.
Directly distributing to the large super
stores in Dhaka and Chittagong cities by
taking rent of products’ shelf.
Different reward packages for distributors,
like: cash bonus, increasing commission
rate etc.
26
Marketing Research
Measuring the brand awareness before,
during and after the marketing campaigns.
Increasing budget by 5% to know about
the potential competitors
budget for knowing the consumer decision
process will be increased by 10%.
27
Action Programs January:
Starting advertising campaign from Dhaka International
Trade Show, 08.
Advertising through news papers, TV and Billboards.
February:
Special reader corner in Amor Ekushey Boimela, 08
Music concert on14 February, 08 to observe the occasion
of “Valentines Day”.
In charge- Md. Siragis Salekin
Planned cost of Tk.2.5million.
28
Action Programs (Contd.)
March:
Music concerts on 26 March, 08 on the
occasion of “Independence Day”.
Model hunt contest for searching “Mr. Kool Of
The Year”
will receive a contract of TK.300,000 for being the
official model of Kool Body Soap.
Project Coordinator: Mr. Rajib Khan
Budget: Tk.8 million.
29
Action Programs (Contd.)May:
Reward packages &
Different types of gift items for Distributors T-shirtsCalendarHand watch UmbrellaKey ring Souvenir etc
In Charge- Mr. Bapon Kumar Roy
Planned cost of Tk.1.8 million.
30
Action Programs (Contd.)
July:
Sponsoring National Tree Plantation
Campaign, 08 to create the social publicity
100,000 tree plants will be distributed to
people
Project manager: Mr. Amirul Alam
Planned budget of Tk.1.5 million
31
Action Programs (Contd.)September:
Free advising campaign for skin care of men
Friendship Cricket and Football matches
Creating a relief fund for poor people to
distribute warm cloths and blankets in winter
seasons.
Project In-Charge: Md. Mahbubur Rahman
planned cost of Tk.1.7 million