Advertisement Evaluation
Company Name: Electro Mart
Product Name: KONKA TV
Advertisement Type: Emotional
Issue-1: Who is the target market? How do you know?
Ans. The target market is the middle class people who are not able to purchase high priced TV or those have limited income.
We know it by observing their standard of living. They have no TV. So their children go outside to view TV program (Tom & Jerry).
Issue-2: What is the main message of the ad (Positioning)?
Ans. The main message of the advertisement/ positioning statement is greater pleasant within affordability.
Issue-3: Is the ad in the right medium given the target market? Why?
Ans. We think the chosen medium is right because the advertisement was given to broadcast media- BTV and Radio. So they able to reach to lower income people. The advertisement was also given to other satellite channel. So they able to reach to urban middle class people.
Issue-4: What design elements have they used to get the target market’s attention?
Ans. Design elements of the advertisement are-
A. Jingle: This advertisement uses Jingle to express the main theme.
B. Model: This advertisement uses three kids and parents.
C. Animation: This advertisement shows the most popular cartoon character Tom & Jerry.
D. Physical Settings: A well-decorated and furnished room and ancient building.
E. Illustration: This advertisement shows KONKA television.
F. Slogan: This advertisement shows the slogan that is “ Shaddher maddhe sobtuku shukh.”
G. Logo and Brand Name: At the end of the advertisement use logo and brand name.
Issue-5: Are the visuals clear?
Ans. The visuals are clear. The main theme of the advertisement is for middle class family. There is not plaster in the front side of the wall. The area they live may be old city. There are few affluent people who can buy color TV. The advertisement clearly visualizes middle class people.
Issue-6: Is the ad easy to understand?
Ans. The advertisement is easy to understand because a dramatic scene is created. The two brothers are inclined to see Tom and Jerry. They go neighbors to see this. But they are not allowed to see that. They return to home with a gloomy face. At last, their father buys a KONKA TV for them to resolve their gloomy face.
Issue-7: Is there effective branding?
Ans. For effective branding, advertisement plays an important role. Advertisement is recognized as powerful means of creating strong, favorable and unique brand association and eliciting positive judgments and feelings.
For effective branding advertisement must have the following characteristics:
Mass coverage
High reach
Impact of sight, sound and motion
Attention getting
Favorable Image
The advertisement of KONKA TV has all these characteristics. The advertisement has mass coverage and high reach. The advertisement is broadcast on mass media for broad coverage. There is a dramatic view and jingles that easily attract attention. The advertisement creates a favorable image for the middle class people.
Issue-8: Is the ad memorable? Why?
Ans. The advertisement is memorable because we can recall our childhood. This dramatic advertisement influences the middle class people. When they see this advertisement, they can identify their need and make purchase decision. When they visit Showroom in electronics market, the first brand they recall is KONKA TV.
Issue-9: Do you think the ad is effective? Why or Why not?
Ans. The advertisement is effective. Because-
Clear message
Emotional appeal
Attractive jingles
Dramatic presentation
Friday, December 2, 2011
Job Interview Question
Digital Job Interview System : MCQ Test
Mathematics
Q(1) Mr Azim bought some oranges from agora at the cost of Tk. 120. His wife got 2 oranges more from Nandon at the same cost. The price of orange in Agora is Tk. 3 more than the price of Nondon. What is the price of one piece of orange in Nandon? 8 12 15 22
Q(2) Average of two numbers is 9. If the third numbers is 12 than what is the average of this three numbers? 5 10 15 20
Q(3) Mr. Rony sold two tables at the price of Tk. 3600/- each He made 20% profit from the first and 20% loss for the second one. How much profit/loss made? 260 280 300 320
Q(4) Write down the sum of numbers 1 to 99? 4950 4550 4650 4750
Q(5) Mr Rabbi bought 3 bananas for Tk.10/- and Sold 2 bananas for Tk. 10/-, What is his profit if he sold all the 3 bananas? 2 3 4 5
Q(6) What is the percentage of profit if 12 pieces are bought at Tk. 10 and 10 pieces are sold at Tk 12? 44 42 45 41
Q(7) In a typical month Mr. Iftekhar paid Tk. 391 as mobile bill (including 15% VAT). Find out his actual bill of that month? 240 440 340 420
Q(8) If 18 is 15 percent of 30 percent of a certain number. What is the number? 300 400 500 600
Q(9) Due to reduction in the bus fare by 15% the number of passengers on a certain route increased by 40% what will be the percentage of increased in revenue? 17 21 19 15
Q(10) If the Product of three consecutive integers is 210. The sum of integers is 13 15 17 18
Q(11) If in 1997, 1998 a worker received 10% more in salary each year than he did the previous year. How much more did he receive in 1999 than in 1997? 10% 12% 11% 13%
Q(12) How much interest will Tk.10,000 earn in 9 months at an annual rate of 6%? 600 750 900 450
Q(13) In a group of 60 probationary officers 40% of them were promoted. 12 of them were terminated and rest of tham were placed an probation for the second time. What percent of a probationary officers were placed of probation for the second time? 60 40 50 30
Q(14) A 40 meter long rope is cut into two unequal pieces. If one piece is 18 meter longer than the other, what is the length of the shorter piece? 10 11 18 20
Q(15) The average weight of 3 friends is 33kg. None of the friends weight less than 31 kg. What can be the maximum weight of any three friends? 33 31 37 35
Q(16) Rahman's marks are 70, 90, 65, 85 and 75 what marks he must get on the next test to raise his average to 80? 95 90 85 80
Q(17) A clock loses 5 minutes each day. How many days will take to reach a point where clock will indicate the correct time? 36 72 140 144
Q(18) A book sells for Tk. 65. This price gives the seller a profit 30% on his cost. What will be the new selling price if he cuts his profit to 10% of the cost? 55 50 54 40
Q(19) Mr shohag brought some pens and pencil at the price of 25 and 10 respectively. If he purchase total of 11 pens & pencils for Tk. 200 how many pens did he brought? 4 5 6 7
Q(20) A sales representative sold a TV at a price of Tk 15300 which includes sales commissions of 12%. He already took Tk 200 in advance. Now how much more is he due on the commission? 100 200 300 1636
English
Q(21) He refrained................passing any comment. to of by from
Q(22) Last year Rahman spent___________ his Brothers. twice twice as much as
twice as many as twice as more as
Q(23) The children studied in a classroom _______ windows were opened. whose which where that
Q(24) ______ is essential when you need a telegram; you are charged for every word. Gravity Clarity Honesty
Brevity
Q(25) Which sentence is correct? He prevented me from playing.
He prevented me of playing.
He prevented me by playing
He prevented me playing.
Q(26) Once a firm decides to grant credit to _________ customers it must then establish the selection guidelines. there
the
its
more
Q(27) Had I know in advance, _________ enough money? would have taken
took
will take
would take
Q(28) Which punctuation mark indicates a major pause or break? (`)
(;)
(=)
(,)
Q(29) 'In hot water' means______? Discomfort
Difficult situation
Danger
All
Q(30) Which is correct? I is a pronoun
I am played
He comes yesterday
He read now
Q(31) GASOLINE : PETROL MOTOR:CAR
ENGINE:TRUNK
ELEVETOR:LIFE
JUDGE:CRIME
Q(32) Thieves broke _______ my house. in
on
into
about
Q(33) If I were you, I _________ that shirt. won't buy
wouldn't buy
don't buy
didn't
Q(34) Make it comparative. 'He is as fast as a deer'. He is fast's than a deer.
A deer is not faster than he.
Deer is not faster than he.
A deer is faster than him.
Q(35) Some plants are annuals; ______ one biennials the rest are perennials. some another
another
others
other
Q(36) He was ______ believe that incident actually occurred. hard to
out of
led to
not
Q(37) He offered me tea, but I ______ it? denied
refute
declined
neglected
Q(38) I don't know how you can _____ so much noise? put away
put off
put up with
put back
Q(39) Choose the correct sentence. If you don't mind i'd rather not going.
If you don't mind i'd rather not go.
If you don't mind i'd rather to going.
If you don't mind i'd rather be going.
Q(40) According to estimates by some Botanists, there are ---------- of plants. types seven thousand
seven thousand type
types of seven thousand
seven thousand types
IQ Test
Q(41) Which number should replace the question mark?
17 8 5 5
13 7 5 4
6 12 6 3
10 6 4 ?
4
5
6
7
Q(42) At the end of a banquet 10 people shake hands with each other. How many handshakes will there be in total? 100
20
45
50
Q(43) The day before the day before yesterday is three days after Saturday. What day is it today? Monday
Tuesday
Wednesday
Friday
Q(44) 165135 is to peace as 1215225 is to Conflict
loop
love
auger
Q(45) Which word does not belong? apple
marmalade
orange
cherry
Q(46) If you drove a bus with 43 people on board from Mohammadpur and stopped at Dhanmondi to pick up 7 more people and drop off 5 passengers and at Zigatola to drop off 8 passengers and pick up 4 more and eventually arrive at Shahabug to pick up another 13 people and drop off 9 passengers. The bus then arrive at Motijheel after 4 hours later. Now what is the age of the bus driver? 40-45
34-39
29-33
20-28
Q(47) Mr. Rashedul was both 5th highest and 5th lowest in a race. How many people participated? 8
9
10
11
Q(48) In defense organization SYSTEM is written as SYSMET and NEARER is written as AENRER. How will FRACTION be written? CARFNOIT
ARFCTNOI
TIONCARF
ACRFTION
Q(49) What out the missingnumber of the series?
2, 9, 6, 7, ____, 5, 54 9
10
15
18
Q(50) What out the next number of the series?
3, 6, 10, 30, 35, 180, ____ 147
140
137
130
Mathematics
Q(1) Mr Azim bought some oranges from agora at the cost of Tk. 120. His wife got 2 oranges more from Nandon at the same cost. The price of orange in Agora is Tk. 3 more than the price of Nondon. What is the price of one piece of orange in Nandon? 8 12 15 22
Q(2) Average of two numbers is 9. If the third numbers is 12 than what is the average of this three numbers? 5 10 15 20
Q(3) Mr. Rony sold two tables at the price of Tk. 3600/- each He made 20% profit from the first and 20% loss for the second one. How much profit/loss made? 260 280 300 320
Q(4) Write down the sum of numbers 1 to 99? 4950 4550 4650 4750
Q(5) Mr Rabbi bought 3 bananas for Tk.10/- and Sold 2 bananas for Tk. 10/-, What is his profit if he sold all the 3 bananas? 2 3 4 5
Q(6) What is the percentage of profit if 12 pieces are bought at Tk. 10 and 10 pieces are sold at Tk 12? 44 42 45 41
Q(7) In a typical month Mr. Iftekhar paid Tk. 391 as mobile bill (including 15% VAT). Find out his actual bill of that month? 240 440 340 420
Q(8) If 18 is 15 percent of 30 percent of a certain number. What is the number? 300 400 500 600
Q(9) Due to reduction in the bus fare by 15% the number of passengers on a certain route increased by 40% what will be the percentage of increased in revenue? 17 21 19 15
Q(10) If the Product of three consecutive integers is 210. The sum of integers is 13 15 17 18
Q(11) If in 1997, 1998 a worker received 10% more in salary each year than he did the previous year. How much more did he receive in 1999 than in 1997? 10% 12% 11% 13%
Q(12) How much interest will Tk.10,000 earn in 9 months at an annual rate of 6%? 600 750 900 450
Q(13) In a group of 60 probationary officers 40% of them were promoted. 12 of them were terminated and rest of tham were placed an probation for the second time. What percent of a probationary officers were placed of probation for the second time? 60 40 50 30
Q(14) A 40 meter long rope is cut into two unequal pieces. If one piece is 18 meter longer than the other, what is the length of the shorter piece? 10 11 18 20
Q(15) The average weight of 3 friends is 33kg. None of the friends weight less than 31 kg. What can be the maximum weight of any three friends? 33 31 37 35
Q(16) Rahman's marks are 70, 90, 65, 85 and 75 what marks he must get on the next test to raise his average to 80? 95 90 85 80
Q(17) A clock loses 5 minutes each day. How many days will take to reach a point where clock will indicate the correct time? 36 72 140 144
Q(18) A book sells for Tk. 65. This price gives the seller a profit 30% on his cost. What will be the new selling price if he cuts his profit to 10% of the cost? 55 50 54 40
Q(19) Mr shohag brought some pens and pencil at the price of 25 and 10 respectively. If he purchase total of 11 pens & pencils for Tk. 200 how many pens did he brought? 4 5 6 7
Q(20) A sales representative sold a TV at a price of Tk 15300 which includes sales commissions of 12%. He already took Tk 200 in advance. Now how much more is he due on the commission? 100 200 300 1636
English
Q(21) He refrained................passing any comment. to of by from
Q(22) Last year Rahman spent___________ his Brothers. twice twice as much as
twice as many as twice as more as
Q(23) The children studied in a classroom _______ windows were opened. whose which where that
Q(24) ______ is essential when you need a telegram; you are charged for every word. Gravity Clarity Honesty
Brevity
Q(25) Which sentence is correct? He prevented me from playing.
He prevented me of playing.
He prevented me by playing
He prevented me playing.
Q(26) Once a firm decides to grant credit to _________ customers it must then establish the selection guidelines. there
the
its
more
Q(27) Had I know in advance, _________ enough money? would have taken
took
will take
would take
Q(28) Which punctuation mark indicates a major pause or break? (`)
(;)
(=)
(,)
Q(29) 'In hot water' means______? Discomfort
Difficult situation
Danger
All
Q(30) Which is correct? I is a pronoun
I am played
He comes yesterday
He read now
Q(31) GASOLINE : PETROL MOTOR:CAR
ENGINE:TRUNK
ELEVETOR:LIFE
JUDGE:CRIME
Q(32) Thieves broke _______ my house. in
on
into
about
Q(33) If I were you, I _________ that shirt. won't buy
wouldn't buy
don't buy
didn't
Q(34) Make it comparative. 'He is as fast as a deer'. He is fast's than a deer.
A deer is not faster than he.
Deer is not faster than he.
A deer is faster than him.
Q(35) Some plants are annuals; ______ one biennials the rest are perennials. some another
another
others
other
Q(36) He was ______ believe that incident actually occurred. hard to
out of
led to
not
Q(37) He offered me tea, but I ______ it? denied
refute
declined
neglected
Q(38) I don't know how you can _____ so much noise? put away
put off
put up with
put back
Q(39) Choose the correct sentence. If you don't mind i'd rather not going.
If you don't mind i'd rather not go.
If you don't mind i'd rather to going.
If you don't mind i'd rather be going.
Q(40) According to estimates by some Botanists, there are ---------- of plants. types seven thousand
seven thousand type
types of seven thousand
seven thousand types
IQ Test
Q(41) Which number should replace the question mark?
17 8 5 5
13 7 5 4
6 12 6 3
10 6 4 ?
4
5
6
7
Q(42) At the end of a banquet 10 people shake hands with each other. How many handshakes will there be in total? 100
20
45
50
Q(43) The day before the day before yesterday is three days after Saturday. What day is it today? Monday
Tuesday
Wednesday
Friday
Q(44) 165135 is to peace as 1215225 is to Conflict
loop
love
auger
Q(45) Which word does not belong? apple
marmalade
orange
cherry
Q(46) If you drove a bus with 43 people on board from Mohammadpur and stopped at Dhanmondi to pick up 7 more people and drop off 5 passengers and at Zigatola to drop off 8 passengers and pick up 4 more and eventually arrive at Shahabug to pick up another 13 people and drop off 9 passengers. The bus then arrive at Motijheel after 4 hours later. Now what is the age of the bus driver? 40-45
34-39
29-33
20-28
Q(47) Mr. Rashedul was both 5th highest and 5th lowest in a race. How many people participated? 8
9
10
11
Q(48) In defense organization SYSTEM is written as SYSMET and NEARER is written as AENRER. How will FRACTION be written? CARFNOIT
ARFCTNOI
TIONCARF
ACRFTION
Q(49) What out the missingnumber of the series?
2, 9, 6, 7, ____, 5, 54 9
10
15
18
Q(50) What out the next number of the series?
3, 6, 10, 30, 35, 180, ____ 147
140
137
130
REFERENCE QUESTION OF PRINCIPLES OF MARKETING
PRINCIPLES OF MARKETING
[Go through all the question of various chapter that I given at the end of the chapter]
Reference Question..............
1. (a) Define Marketing.
(b) What are the marketing challenges in the new ‘Connected’ millennium?
(c) “Utilities created by marketing” – Explain.
(d) Describe the orientation/philosophy of Marketing.
(e) Elaborate the following core concepts of marketing with examples :- (i) Need (ii) Want (iii) Demand.
2. (a) Define Marketing Environment.
(b) Describe company’s micro and macro environments
Or, Describe the environmental forces that affect the company’s ability to serve its customers.
(c) Define marketing information system.
(d) Describe with a figure the different steps of Marketing Information System.
(e) Explain the importance of information to the company and its understanding of the marketplace.
3. (a) Explain the buyer decision process for new product.
(b) What are the reasons for new product failure?
(c) Explain the new product development process.
(d) What do you mean by product life cycle?
(e) What marketing strategies are appropriate at each stage of the product life cycle?
4. (a) What is channel conflict?
(b) How can a company resolve marketing channel conflict?
(c) Discuss the factor that should be considered in setting the promotion mix.
(d) Discuss the major channels for direct marketing with relevant examples.
(e) What are the promises and challenges of online marketing?
(f) Discuss the major bases for segmenting consumer and business markets.
5. (a) What do you mean by marketing promotion?
(b) Discuss the tools of marketing promotion/ Marketing Mix / Major sales promotion tools.
(c) State the difference between advertisement and publicity.
(d) Define personal selling. Explain the personal selling process.
(e) Define direct marketing. What are the different forms of direct marketing?
6. (a) Define competitive marketing strategies.
(b) Discuss the basic competitive marketing strategies.
(c) What do you mean by “Marketing ethics” ?
(d) Can a marketer have two sets of ethical values – a personal set and a business set? Explain.
7. (a) How companies find a set of prices that maximizes the total product mix.(Product mix pricing strategies)
(b) What is target costing? For what product do you believe this approach would be most powerful?
(c) Contrast the three general approaches to setting prices.
[Go through all the question of various chapter that I given at the end of the chapter]
Reference Question..............
1. (a) Define Marketing.
(b) What are the marketing challenges in the new ‘Connected’ millennium?
(c) “Utilities created by marketing” – Explain.
(d) Describe the orientation/philosophy of Marketing.
(e) Elaborate the following core concepts of marketing with examples :- (i) Need (ii) Want (iii) Demand.
2. (a) Define Marketing Environment.
(b) Describe company’s micro and macro environments
Or, Describe the environmental forces that affect the company’s ability to serve its customers.
(c) Define marketing information system.
(d) Describe with a figure the different steps of Marketing Information System.
(e) Explain the importance of information to the company and its understanding of the marketplace.
3. (a) Explain the buyer decision process for new product.
(b) What are the reasons for new product failure?
(c) Explain the new product development process.
(d) What do you mean by product life cycle?
(e) What marketing strategies are appropriate at each stage of the product life cycle?
4. (a) What is channel conflict?
(b) How can a company resolve marketing channel conflict?
(c) Discuss the factor that should be considered in setting the promotion mix.
(d) Discuss the major channels for direct marketing with relevant examples.
(e) What are the promises and challenges of online marketing?
(f) Discuss the major bases for segmenting consumer and business markets.
5. (a) What do you mean by marketing promotion?
(b) Discuss the tools of marketing promotion/ Marketing Mix / Major sales promotion tools.
(c) State the difference between advertisement and publicity.
(d) Define personal selling. Explain the personal selling process.
(e) Define direct marketing. What are the different forms of direct marketing?
6. (a) Define competitive marketing strategies.
(b) Discuss the basic competitive marketing strategies.
(c) What do you mean by “Marketing ethics” ?
(d) Can a marketer have two sets of ethical values – a personal set and a business set? Explain.
7. (a) How companies find a set of prices that maximizes the total product mix.(Product mix pricing strategies)
(b) What is target costing? For what product do you believe this approach would be most powerful?
(c) Contrast the three general approaches to setting prices.
Thursday, December 1, 2011
BRITISH COUNCIL OFFER BUSINESS ENGLISH COURSE FOR BUSINESS GRADUATE:
BRITISH COUNCIL OFFER BUSINESS ENGLISH COURSE FOR BUSINESS GRADUATE:
Business English Courses
English courses and exams for the workplace
Need English for your job? We offer courses at Intermediate and Upper-Intermediate level to help you communicate in English in your business context. Covering a wide range of authentic business situations and relevant topics this course allows you to expand your business vocabulary, discuss business strategies, write effective emails and reports, give presentations and express yourself with confidence in meetings and on the phone.
How and when do I register for the course?
To register for this course you will need to take a placement test (cost of Taka 500) so that we can be sure you get the best out of your learning. Why not contact us and make an appointment for this test? You can register for the course from 30 Nov - 1 Dec (from 2pm-5pm) and 3-6 Dec (from 9.30am to 5pm)
How much will the course cost?
The course will cost you Taka 12000 (Excluding exam fee).
When does the next course start and what does it involve?
The next courses run Wednesday 7 December 2011 to Tuesday 31 January 2012. There are 2 classes a week, of two hours each, for a total of eight weeks / 32 hours. All class are in the evening
Where is the course held?
The courses are held at our Teaching Centre in Dhaka.
What should I do if I want to take this course?
You should make an appointment for a placement test. Contact us for further information.
Refund policy
If you wish to withdraw from your class, you can transfer your course fees to a future term or you can receive a refund as long as the request is made at least one working day before your first lesson. A Tk.1000.00 administration charge will be deducted.
If you need to withdraw from a course because of illness (you, or a dependant close family member), you need to produce original documentary evidence – a doctor’s note/certificate for example. You should also produce your original receipt, and a letter requesting a refund stating reasons for the request. A Tk.1000.00 administration charge will be deducted in addition to the cost of the courses you attended.
Refunds, where applicable, take up to two weeks to process and are paid by cheque.
Refunds cannot be made for any other reasons except for those stated above.
Discount policies
Continuing students are allowed to reserve a place with Tk.1000.
Continuing students are entitled to get discount of Tk.1000 for second consecutive course and Tk.500 if not consecutive.
Credit and Refund policies are mentioned in the registrar generated receipt.
Academic Calendar
Teaching Centre
undefined
General English, Children's English Business English, IELTS preparation (8 week course)
Session
Course dates
Registration dates
Term 1 2012
Sun 5 Feb - Thurs 29 March
Mon 30 Jan- Sat 4 Feb
Term 2 2012
Wed 4 April–Thurs 31 May
Wed 28 March – Tue 3 April
Term 3 2012
Wed 6 June - Tues 31 July
Wed 30 May - Tues 5 June
Term 4 2012
Mon 6 Aug – Thurs 4 Oct
Mon 31 July - Sun 5 Aug
Term 5 2012
Wed 10 Oct – Tue 11 Dec
Wed 3 Oct - Tues 9 Oct
Registration timings : 09:30am - 5.30pm
To take a placement test, you can book a place in advance or attend on the day (on a first, come first served basis). The cost of the placement test is Tk500. Please bring one stamp size photo. In the placement test there is 10 minutes filter test, 15-30 minutes written test and 5 minutes speaking test. You will be counselled by a teacher who can tell you which course is most suitable for you.
After the test, you can register for a course. Seats on the courses are limited. Please bring the course fee with you to register immediately.
For further information please contact us
IELTS preparation courses
Improve your score with one of our preparation courses.
Are you planning to study or train abroad? Are you applying to an institution and need to prove your level of English? Do you need to raise your standard in English? Then we can help you with an International English Language Testing System (IELTS) exam. This to study abroad or emigrate. It will provide you with the training and skills necessary to get a good score in the IELTS test.
How and when do I register for the course?
To register for this course you will need to take a placement test so that we can be sure that you get the best out of your learning. Contact us today to make an appointment for the test which costs Taka 500. You can register for the course from 30 Nov - 1 Dec (from 2pm-5pm) and 3-6 Dec (from 9.30am to 5pm)
How much does the course cost?
The course will cost you Taka 12000 (Excluding exam fee).
When does the next course start and what is involved?
The next courses run Wednesday 7 December 2011 to Tuesday 31 January 2012. The course involves 2 classes a week, of two hours each, for a total of 8 weeks. It consists of reading, writing, speaking and listening parts so that you have a full picture of your language level.
Where is the course held?
The course is held at our Teaching Centre in Dhaka.
What should I do if I want to take this course?
You should contact us to make an appointment for a placement test.
Find out our refund policy
Business English Courses
English courses and exams for the workplace
Need English for your job? We offer courses at Intermediate and Upper-Intermediate level to help you communicate in English in your business context. Covering a wide range of authentic business situations and relevant topics this course allows you to expand your business vocabulary, discuss business strategies, write effective emails and reports, give presentations and express yourself with confidence in meetings and on the phone.
How and when do I register for the course?
To register for this course you will need to take a placement test (cost of Taka 500) so that we can be sure you get the best out of your learning. Why not contact us and make an appointment for this test? You can register for the course from 30 Nov - 1 Dec (from 2pm-5pm) and 3-6 Dec (from 9.30am to 5pm)
How much will the course cost?
The course will cost you Taka 12000 (Excluding exam fee).
When does the next course start and what does it involve?
The next courses run Wednesday 7 December 2011 to Tuesday 31 January 2012. There are 2 classes a week, of two hours each, for a total of eight weeks / 32 hours. All class are in the evening
Where is the course held?
The courses are held at our Teaching Centre in Dhaka.
What should I do if I want to take this course?
You should make an appointment for a placement test. Contact us for further information.
Refund policy
If you wish to withdraw from your class, you can transfer your course fees to a future term or you can receive a refund as long as the request is made at least one working day before your first lesson. A Tk.1000.00 administration charge will be deducted.
If you need to withdraw from a course because of illness (you, or a dependant close family member), you need to produce original documentary evidence – a doctor’s note/certificate for example. You should also produce your original receipt, and a letter requesting a refund stating reasons for the request. A Tk.1000.00 administration charge will be deducted in addition to the cost of the courses you attended.
Refunds, where applicable, take up to two weeks to process and are paid by cheque.
Refunds cannot be made for any other reasons except for those stated above.
Discount policies
Continuing students are allowed to reserve a place with Tk.1000.
Continuing students are entitled to get discount of Tk.1000 for second consecutive course and Tk.500 if not consecutive.
Credit and Refund policies are mentioned in the registrar generated receipt.
Academic Calendar
Teaching Centre
undefined
General English, Children's English Business English, IELTS preparation (8 week course)
Session
Course dates
Registration dates
Term 1 2012
Sun 5 Feb - Thurs 29 March
Mon 30 Jan- Sat 4 Feb
Term 2 2012
Wed 4 April–Thurs 31 May
Wed 28 March – Tue 3 April
Term 3 2012
Wed 6 June - Tues 31 July
Wed 30 May - Tues 5 June
Term 4 2012
Mon 6 Aug – Thurs 4 Oct
Mon 31 July - Sun 5 Aug
Term 5 2012
Wed 10 Oct – Tue 11 Dec
Wed 3 Oct - Tues 9 Oct
Registration timings : 09:30am - 5.30pm
To take a placement test, you can book a place in advance or attend on the day (on a first, come first served basis). The cost of the placement test is Tk500. Please bring one stamp size photo. In the placement test there is 10 minutes filter test, 15-30 minutes written test and 5 minutes speaking test. You will be counselled by a teacher who can tell you which course is most suitable for you.
After the test, you can register for a course. Seats on the courses are limited. Please bring the course fee with you to register immediately.
For further information please contact us
IELTS preparation courses
Improve your score with one of our preparation courses.
Are you planning to study or train abroad? Are you applying to an institution and need to prove your level of English? Do you need to raise your standard in English? Then we can help you with an International English Language Testing System (IELTS) exam. This to study abroad or emigrate. It will provide you with the training and skills necessary to get a good score in the IELTS test.
How and when do I register for the course?
To register for this course you will need to take a placement test so that we can be sure that you get the best out of your learning. Contact us today to make an appointment for the test which costs Taka 500. You can register for the course from 30 Nov - 1 Dec (from 2pm-5pm) and 3-6 Dec (from 9.30am to 5pm)
How much does the course cost?
The course will cost you Taka 12000 (Excluding exam fee).
When does the next course start and what is involved?
The next courses run Wednesday 7 December 2011 to Tuesday 31 January 2012. The course involves 2 classes a week, of two hours each, for a total of 8 weeks. It consists of reading, writing, speaking and listening parts so that you have a full picture of your language level.
Where is the course held?
The course is held at our Teaching Centre in Dhaka.
What should I do if I want to take this course?
You should contact us to make an appointment for a placement test.
Find out our refund policy
Saturday, November 26, 2011
Difference between a global, transnational, international and multinational company
Difference between a global, transnational, international and multinational company
We tend to read the following terms and think they refer to any company doing business in another country.
• Multinational
• International
• Transnational
• Global
Andrew Hines over at BNET has brief and clear definitions of each of these terms, Get your international business terms right.
Each term is distinct and has a specific meaning which define the scope and degree of interaction with their operations outside of their “home” country.
• International companies are importers and exporters, they have no investment outside of their home country.
• Multinational companies have investment in other countries, but do not have coordinated product offerings in each country. More focused on adapting their products and service to each individual local market.
• Global companies have invested and are present in many countries. They market their products through the use of the same coordinated image/brand in all markets. Generally one corporate office that is responsible for global strategy. Emphasis on volume, cost management and efficiency.
• Transnational companies are much more complex organizations. They have invested in foreign operations, have a central corporate facility but give decision-making, R&D and marketing powers to each individual foreign market.
Andrews’s advice is if in doubt about the right term to use, try the generic term “international business”.
We tend to read the following terms and think they refer to any company doing business in another country.
• Multinational
• International
• Transnational
• Global
Andrew Hines over at BNET has brief and clear definitions of each of these terms, Get your international business terms right.
Each term is distinct and has a specific meaning which define the scope and degree of interaction with their operations outside of their “home” country.
• International companies are importers and exporters, they have no investment outside of their home country.
• Multinational companies have investment in other countries, but do not have coordinated product offerings in each country. More focused on adapting their products and service to each individual local market.
• Global companies have invested and are present in many countries. They market their products through the use of the same coordinated image/brand in all markets. Generally one corporate office that is responsible for global strategy. Emphasis on volume, cost management and efficiency.
• Transnational companies are much more complex organizations. They have invested in foreign operations, have a central corporate facility but give decision-making, R&D and marketing powers to each individual foreign market.
Andrews’s advice is if in doubt about the right term to use, try the generic term “international business”.
MARKETING PLAN/ PRODUCT PLAN
ON
POND’S Baby Lotion
Submitted To:
Prof. Dr. Mijanur Rahman
Department Of Marketing
University Of Dhaka
Submitted By:
Ajoy Paul
Roll No. 128
Section : B
MBA (10th Batch)
Department of Marketing
University of Dhaka
Date Of Submission : 16th May, 2009
EXECUTIVE SUMMARY
Unilever Bangladesh Limited is a Argo-Dutch Multinational company has been doing business in Bangladesh since 1964 is getting ready to introduce a new Baby Lotion “POND’S Baby Lotion”. Unilever is the market leader in 13 out of 14 product categories. As a marketing manager I would like to introduce this product with a vision of achieving the top position in the lotion market in future. Keeping this perspective in mind the product will be produced in Bangladesh but the raw materials will be collected from some European countries to ensure customer satisfaction. We will set up a new production plant within our existing logistic capacity to produce the final product. Our major competitors are Meril Baby lotion, Aromatic Baby Lotion, Johnson & Johnson Baby Lotion and Vaseline Lotion because they spend heavily in electronic & print media, merchandising and distribution.
Our marketing strategy will be the reasonable price and the availability of products in all the convenience stores and intensive promotional measure to expand the market which will facilitate the marketing of future products to a considerable extent. The objective of this Marketing Plan is to formulate a proper guideline action plan. Competitive brands were very aggressive and spent huge amount in advertising during the last few years. Furthermore, Johnson & Johnson as a popular and familiar brand entered into Bangladesh market with extensive campaign and also enjoyed the spillover advantages that led them to success.
TABLE OF CONTENTS
Contents Page No.
CURRENT SITUATION OF THE PRESENT MARKET
1-5
OPPORTUNITIES AND ISSUES OF POND’S BABY LOTION
5-6
OBJECTIVES 6-7
MARKETING STRATEGY
8-
ACTION PROGRAM
FINANCIAL PROJECTION
IMPLEMENTATION & CONTROL
I. CURRENT SITUATION OF THE PRESENT MARKET
The estimated market size is approximately Tk. 2000 million. Nearly 25% (Tk. 500million) is occupied by unbranded/loose sector. Major competitors are Square, Aromatic, Keya, Tibet, Johnson & Johnson and Vaseline. Category penetration is almost universal across urban and rural areas. Square, Johnson & Johnson and Aromatic brands have a strong image and popularity and this is due to considerable amount of expenditure on promotion. Between these Johnson & Jonshon and Square brands are prevail in the market since a long period. Recently a new brand named ”Aromatic Baby Lotion” came up with a very strong media campaign and has succeeded to shake the already established branded market.
1.1 ANALYSIS OF MARKET SIZE, SEGMENT, SHARE & GROWTH:
MARKET SIZE
Market size is approximately Tk 2000 million. Lotion market is growing at the rate of 15% per year. Market of this product is urban, semi-urban and also rural oriented. It is relatively a slow moving product.
MARKET SEGMENT
PRODUCT MARKET
POND’S 100ml Urban & Semi urban market and some portion of rural market
POND’S 250ml Urban & Semi urban market and some portion of rural market
MARKET SHARE:
A comparative analysis of the major competitors market share (Source: Container Supplier & estimated) is given below:
Competitor Market Share in 2009
Johnson & Johnson 20.00%
Aromatic 12.00%
Tibbet 10.00%
Meril 15.00%
Vaseline 8.00%
Others* 12.00%
• Other includes Fair & Lovely and Fuji etc.
Main advantages of POND’S Baby Lotion are-
- Nourish, Moisturize and leave skin soft.
- Much more thin & light with nice smell.
- Raw materials are of best quality.
- Free from fortified chemicals.
- It has no artificial colors and perfumes.
- Easy opener.
MARKET SITUATION
POND’S Baby Lotion is expecting market share 20%. It is expected to increase sales over the next few years because the market is expanding. The primary buyers are middle and lower middle class people, aged 4 to 35, who are conscious about their skin. Besides the branded lotion, here is much non-branded lotion available in the market. Consumers also want to buy 100% pure lotion produced by a name they can trust. For this they seek help form different sources like different media, relatives, friends and other sources so that they can take decision in buying right product.
Market size of Branded lotion in 2009 : 2500 million
Market growth rate (per annum) : 12%
POND’S expected turn over : Tk. 50 million
POND’S expected share : 15%
Expected market size :Tk. 2000 million
1.2 ANALYSIS OF COMPETITION
COMPETITION
Current Market of lotion is mineral oil and glycol stearate based and it is very competitive. Few numbers of local and foreign companies are operating in this market. Besides those companies, many new companies are also to enter into the market. Among those companies only a few are holding the majority of the market share.
Major players are also trying to expand their product range in this market to tab different market segment by introducing
1. Normal lotion in plastic container
2. Perfumed lotion with skin protection.
3. Various types of Oil supplementary of lotion.
Strength and Weakness of POND’S Baby Lotion
Strength of the Product
• Nourish, Moisturize and leave skin soft.
• Much more thin & light with nice smell
• Brand loyalty and brand image.
• Company Reputation.
• Competitive pricing.
• Essay Opener
• Produced by mineral oil, glycol stearate and carbomer.
Weakness of the Product
• This product is a late entrant in the market.
• Lack of product awareness.
• Inability to produce on time.
• Lack of availability of raw material.
• Low promotional budget.
II. OPPORTUNITIES AND ISSUES OF POND’S BABY LOTION
2.1 Opportunity in the Market
• Ability to make a more convenient or efficient buying process.
• To collect the more information and advice from customers.
• Immense market size.
• Customize skin care product to meet the customers’ needs.
• 25% market is occupied by loose/unbranded Body Lotion.
• Introducing smaller size and lower priced Lotion to cater for the needs of all range of customers can extend product range.
• Opportunity to increase markets coverage and retail penetration.
2.2 Threats
As we have some opportunities, we also have to consider some threats that may affect our plan and operations as like as follows-
New entrants to come into the market.
Extensive promotion and campaign by the competitions, specially Johnson & Johnson with local and lot of spillover from satellite channels.
Well-built brand image of the competitions.
Imported various lotion like Vaseline and others to take potential market share.
III. OBJECTIVES
3.1 Marketing Objective
Our objectives are divided into three categories as like following:
At the first year we will not earn any profit.
To increase sales next five year volume over by 45%
To establish the POND’S baby lotion expected in the market with 10% shares.
3.2 Financial Objective
To achieve no Net Sales Income (NSI) in first year.
To achieve Gross Margin of Tk. 7.51 million (19.48% of NSI) in second year.
To achieve EBIT of Tk. 1.1 million (2.85% of NSI) in second year.
3.3 Campaign Objective
To create highs quality, positive and permanent brand image.
To establish a brand personality as smart, friendly, reliable and trustworthy.
To create far-reaching awareness among the consumers.
To get the maximum demand from the consumers.
Our campaign will also focus on the quality and adorable fragrance of the product.
Key points of the campaign are as follows.
POND’S BABY LOTION is a quality product.
Objective is to inspire consumers to trial purchase our new better-scented lotion.
IV. MARKETING STRATEGY
POND’S marketing strategies are primarily aimed at increasing market share and establish the brand more dynamically. To implement the strategy we considered a unique product strategy and an extensive promotional strategy. Proper packaging, positioning, pricing and distribution strategy will also assist us to execute our strategy.
Target consumers of POND’S Baby Lotion are both women and men. They take decision to buy it. People of Bangladesh are very conscious about their baby skin. For this reason they search the best product made by renowned company.
TARGET MARKET AND CONSUMER PROFILE OF POND’S BABY LOTION
Demographic Profile
Market :Bangladesh-Urban & Semi- urban
Age : 3+above
Number of Baby : 20 million
Gender : Male and Female
Family life cycle : Married
Income : Tk 6000-18000
Occupation :Housewife, Service etc.
Education : Primary and above
Psychographic Profile
Social Class : Middle and lower middle
Life Style : Conscious about skin.
Search for better lotion and goes to outlets, exposed to newspaper, Radio and TV.
Behavioral Profile
Occasion : Regular
Benefits : Keep skin soft and attractive.
User status : Potential
Usage rate : Slow
Readiness stage : Aware and informed
Purchase Habit
Once or Two times in 6 months.
Consumers purchase it as per his/her requirement.
4.1 Positioning Strategy
Touch your baby & make that moment more touching.
4.2 Product Strategy
Our product strategy includes development in product and also in packaging.
A) Product decision - Quality : high quality meat
Feature: different weight
B) Branding - Brand will be positioned on
● Product Attribute – Protect skin.
● Belief and value – Safety & security.
C) Packaging - 250 ml bottle
100 ml bottle.
Ingredients
Water, Propylene Glycol, Myristyl Myristate, Glyceryl Stearate, Oleic Acid, Stearic Acid, Polysorbate 61, C12-15 Alkyl Benzoate, Dimethicone, Isopropyl Palmitate, Sorbitan Stearate, Cetyl Alcohol, Synthetic Beeswax, Stearyl Alcohol, Benzyl Alcohol, Carbomer, Fragrance, Methylparaben, Propylparaben, Butylparaben, BHT, Sodium Hydroxide, Red 33
4.3 Pricing Strategy
Competitive pricing scenario of POND’S Baby Lotion expose that almost all the competitive brands are parallel. Meril Baby Lotion & Aromatic Baby Lotion are offered at lower price. However, we like to follow the normal market practice in this regard.
Product Type Price
POND’S Baby Lotion 100 ml Tk.60
POND’S Baby Lotion 250 ml Tk.100
4.4 Promotion Strategy
Our advertising and promotions will pivot around five key strategies: TV Advertisement, Radio Advertisement, out door advertisement, press advertising, consumer offers.
TV Advertisement
Television is the most effective to create brand assurance. All the premium brands of Baby Lotion are presently focusing through electronic media campaign like BTV. NTV, ATN, CHANNEL- I are the most popular TV Channel in Bangladesh. So, it is obvious for us to choose the TV advertisement as the prime options according to the budget and the promotional expenditure available for the quarter, we will prepare our media planning. POND’S media planning will also include the selection of right program, at the right time for the right group of viewers.
Radio Advertisement
A huge number of our targeted consumers are rural based where radio coverage and listeners are large in number. Some of the special sponsored programs will be developed focusing the stories of our brand.
Outdoor Advertisement
We plan to have an exciting, informative, and actively managed outdoor advertisement. There will be wall painting all around the country.
Press Advertising
We will undertake a considerable amount (based on promotional expenditure) of press advertising in order to advertise our special promotion like consumer offer and to enhance our brand image activity. More often our targeted potential consumers go through daily newspapers, the more likely they are inspired to our brand when they have a need for our type of free offer.
Trade Promotion
A general phenomenon of the competitor activity is trade promotion. So to ensure the width and depth of our products’ stock and also occupy more space in the retail outlets all over the country, we should adopt some trade promotion.
Consumer Promotion
It is important to increase instant volume and make the consumer loyal to the product. Our running consumer promotion is as following 250ml+free 2 color pencil and 100ml+1 color pencil. After that we have some exclusive consumer promotion plan like Extra 10% free, 5 Tk. off with 250 ml & 3 Tk. off with 100 ml etc.
4.5 Distribution Strategy
The target and potential consumers of POND’S Baby Lotion live in all parts of the country. So to reach our product to each and every consumer even at the rural level we will ensure the following activities:
a) Make the product available to maximum possible outlets.
b) Deliver the product at the right time.
c) Increase the depth of stock of each outlet.
d) Smooth delivery of the product to all depots and distributors’ premises.
e) Proper merchandizing i.e., ensuring proper display of our product on the shelf of retail outlet.
V. ACTION PROGRAM
January-March(2010) :
The company will launch its product into the market .It will follow pull strategy. Under this strategy it will spend Tk.10 lacs in advertising and consumer promotion to build up consumer demand. The company will follow selective distribution to major divisional market in large department stores (Dhaka, Chittagong, Rajshahi, Khulna, Barishal).
April-June(2010) :
The company will continue advertising and stop consumer promotion. It will start to give trade promotion that will influence the middlemen to carry this product.
July-September(2010) :
It will continue advertising and trade promotion and start to arrange some events and campaign program in divisional area like big well known outlets .Like art competition.
October-December(2010) :
The company will take action depending on the situation of sales and competitor action.
VI. Financial Projection
PROJECTED TURNOVER IN FIFTH YEAR:
– Net Sales Income (NSI) of Tk. 50 million.
– Gross margin 20 % of NSI.
Table : COGS Calculation: 100 ml Baby Lotion Plastic Bottle
Sl no. Particulars Amount in Taka
1 NSI 18
2 Raw Material : 9.02
Packaging Material : 2.04
Labor : 2.10
FOH : 1.10
COGS : (79.19%of NSI)
14.26
3 Gross Margin (20.80%of NSI) 3.74
Table : COGS Calculation: 250 ml Baby Lotion Plastic Bottle
Sl no. Particulars Amount in Taka
1 NSI 32
2 Raw Material : 16.50
Packaging Material : 3.05
Labor : 4.34
FOH : 2.05
COGS : (81.06%of NSI)
25.94
3 Gross Margin (18.93%of NSI) 6.06
Table : One Year Projected Income Statement ( In Million Tk.)
Jan-Mar Apr-Jun July-Sep Oct-Dec
Estimated Units (100 ml bottle) 2 4 5 6
Estimated Sales 100 200 250 300
Less: COGS 80 160 200 240
Gross Profit 20 40 50 60
Less: Depreciation 5 5 5 5
Less: Advertising
Admin., R&D, Others 25 20 19 18
Net Income (5) 20 31 42
VII. Implementation & Control
For control purposes, the plan also allows for month by month comparison of actual versus projected sales and expenses. A contingency plan, attached, has been developed for implementation in the case of severe downward pricing pressure. Excellent promotion programs are vital in our type of marketing. Salespeople will also be a fully trained in sale. Additionally, every quarter we will try to “monitor” all the problematic areas by performing customer satisfaction surveys in limited areas. We also prefer to purchase retail store audit report, which would be the key to our strategic advantage in having superior data on market share and prospects.
POND’S Baby Lotion
Submitted To:
Prof. Dr. Mijanur Rahman
Department Of Marketing
University Of Dhaka
Submitted By:
Ajoy Paul
Roll No. 128
Section : B
MBA (10th Batch)
Department of Marketing
University of Dhaka
Date Of Submission : 16th May, 2009
EXECUTIVE SUMMARY
Unilever Bangladesh Limited is a Argo-Dutch Multinational company has been doing business in Bangladesh since 1964 is getting ready to introduce a new Baby Lotion “POND’S Baby Lotion”. Unilever is the market leader in 13 out of 14 product categories. As a marketing manager I would like to introduce this product with a vision of achieving the top position in the lotion market in future. Keeping this perspective in mind the product will be produced in Bangladesh but the raw materials will be collected from some European countries to ensure customer satisfaction. We will set up a new production plant within our existing logistic capacity to produce the final product. Our major competitors are Meril Baby lotion, Aromatic Baby Lotion, Johnson & Johnson Baby Lotion and Vaseline Lotion because they spend heavily in electronic & print media, merchandising and distribution.
Our marketing strategy will be the reasonable price and the availability of products in all the convenience stores and intensive promotional measure to expand the market which will facilitate the marketing of future products to a considerable extent. The objective of this Marketing Plan is to formulate a proper guideline action plan. Competitive brands were very aggressive and spent huge amount in advertising during the last few years. Furthermore, Johnson & Johnson as a popular and familiar brand entered into Bangladesh market with extensive campaign and also enjoyed the spillover advantages that led them to success.
TABLE OF CONTENTS
Contents Page No.
CURRENT SITUATION OF THE PRESENT MARKET
1-5
OPPORTUNITIES AND ISSUES OF POND’S BABY LOTION
5-6
OBJECTIVES 6-7
MARKETING STRATEGY
8-
ACTION PROGRAM
FINANCIAL PROJECTION
IMPLEMENTATION & CONTROL
I. CURRENT SITUATION OF THE PRESENT MARKET
The estimated market size is approximately Tk. 2000 million. Nearly 25% (Tk. 500million) is occupied by unbranded/loose sector. Major competitors are Square, Aromatic, Keya, Tibet, Johnson & Johnson and Vaseline. Category penetration is almost universal across urban and rural areas. Square, Johnson & Johnson and Aromatic brands have a strong image and popularity and this is due to considerable amount of expenditure on promotion. Between these Johnson & Jonshon and Square brands are prevail in the market since a long period. Recently a new brand named ”Aromatic Baby Lotion” came up with a very strong media campaign and has succeeded to shake the already established branded market.
1.1 ANALYSIS OF MARKET SIZE, SEGMENT, SHARE & GROWTH:
MARKET SIZE
Market size is approximately Tk 2000 million. Lotion market is growing at the rate of 15% per year. Market of this product is urban, semi-urban and also rural oriented. It is relatively a slow moving product.
MARKET SEGMENT
PRODUCT MARKET
POND’S 100ml Urban & Semi urban market and some portion of rural market
POND’S 250ml Urban & Semi urban market and some portion of rural market
MARKET SHARE:
A comparative analysis of the major competitors market share (Source: Container Supplier & estimated) is given below:
Competitor Market Share in 2009
Johnson & Johnson 20.00%
Aromatic 12.00%
Tibbet 10.00%
Meril 15.00%
Vaseline 8.00%
Others* 12.00%
• Other includes Fair & Lovely and Fuji etc.
Main advantages of POND’S Baby Lotion are-
- Nourish, Moisturize and leave skin soft.
- Much more thin & light with nice smell.
- Raw materials are of best quality.
- Free from fortified chemicals.
- It has no artificial colors and perfumes.
- Easy opener.
MARKET SITUATION
POND’S Baby Lotion is expecting market share 20%. It is expected to increase sales over the next few years because the market is expanding. The primary buyers are middle and lower middle class people, aged 4 to 35, who are conscious about their skin. Besides the branded lotion, here is much non-branded lotion available in the market. Consumers also want to buy 100% pure lotion produced by a name they can trust. For this they seek help form different sources like different media, relatives, friends and other sources so that they can take decision in buying right product.
Market size of Branded lotion in 2009 : 2500 million
Market growth rate (per annum) : 12%
POND’S expected turn over : Tk. 50 million
POND’S expected share : 15%
Expected market size :Tk. 2000 million
1.2 ANALYSIS OF COMPETITION
COMPETITION
Current Market of lotion is mineral oil and glycol stearate based and it is very competitive. Few numbers of local and foreign companies are operating in this market. Besides those companies, many new companies are also to enter into the market. Among those companies only a few are holding the majority of the market share.
Major players are also trying to expand their product range in this market to tab different market segment by introducing
1. Normal lotion in plastic container
2. Perfumed lotion with skin protection.
3. Various types of Oil supplementary of lotion.
Strength and Weakness of POND’S Baby Lotion
Strength of the Product
• Nourish, Moisturize and leave skin soft.
• Much more thin & light with nice smell
• Brand loyalty and brand image.
• Company Reputation.
• Competitive pricing.
• Essay Opener
• Produced by mineral oil, glycol stearate and carbomer.
Weakness of the Product
• This product is a late entrant in the market.
• Lack of product awareness.
• Inability to produce on time.
• Lack of availability of raw material.
• Low promotional budget.
II. OPPORTUNITIES AND ISSUES OF POND’S BABY LOTION
2.1 Opportunity in the Market
• Ability to make a more convenient or efficient buying process.
• To collect the more information and advice from customers.
• Immense market size.
• Customize skin care product to meet the customers’ needs.
• 25% market is occupied by loose/unbranded Body Lotion.
• Introducing smaller size and lower priced Lotion to cater for the needs of all range of customers can extend product range.
• Opportunity to increase markets coverage and retail penetration.
2.2 Threats
As we have some opportunities, we also have to consider some threats that may affect our plan and operations as like as follows-
New entrants to come into the market.
Extensive promotion and campaign by the competitions, specially Johnson & Johnson with local and lot of spillover from satellite channels.
Well-built brand image of the competitions.
Imported various lotion like Vaseline and others to take potential market share.
III. OBJECTIVES
3.1 Marketing Objective
Our objectives are divided into three categories as like following:
At the first year we will not earn any profit.
To increase sales next five year volume over by 45%
To establish the POND’S baby lotion expected in the market with 10% shares.
3.2 Financial Objective
To achieve no Net Sales Income (NSI) in first year.
To achieve Gross Margin of Tk. 7.51 million (19.48% of NSI) in second year.
To achieve EBIT of Tk. 1.1 million (2.85% of NSI) in second year.
3.3 Campaign Objective
To create highs quality, positive and permanent brand image.
To establish a brand personality as smart, friendly, reliable and trustworthy.
To create far-reaching awareness among the consumers.
To get the maximum demand from the consumers.
Our campaign will also focus on the quality and adorable fragrance of the product.
Key points of the campaign are as follows.
POND’S BABY LOTION is a quality product.
Objective is to inspire consumers to trial purchase our new better-scented lotion.
IV. MARKETING STRATEGY
POND’S marketing strategies are primarily aimed at increasing market share and establish the brand more dynamically. To implement the strategy we considered a unique product strategy and an extensive promotional strategy. Proper packaging, positioning, pricing and distribution strategy will also assist us to execute our strategy.
Target consumers of POND’S Baby Lotion are both women and men. They take decision to buy it. People of Bangladesh are very conscious about their baby skin. For this reason they search the best product made by renowned company.
TARGET MARKET AND CONSUMER PROFILE OF POND’S BABY LOTION
Demographic Profile
Market :Bangladesh-Urban & Semi- urban
Age : 3+above
Number of Baby : 20 million
Gender : Male and Female
Family life cycle : Married
Income : Tk 6000-18000
Occupation :Housewife, Service etc.
Education : Primary and above
Psychographic Profile
Social Class : Middle and lower middle
Life Style : Conscious about skin.
Search for better lotion and goes to outlets, exposed to newspaper, Radio and TV.
Behavioral Profile
Occasion : Regular
Benefits : Keep skin soft and attractive.
User status : Potential
Usage rate : Slow
Readiness stage : Aware and informed
Purchase Habit
Once or Two times in 6 months.
Consumers purchase it as per his/her requirement.
4.1 Positioning Strategy
Touch your baby & make that moment more touching.
4.2 Product Strategy
Our product strategy includes development in product and also in packaging.
A) Product decision - Quality : high quality meat
Feature: different weight
B) Branding - Brand will be positioned on
● Product Attribute – Protect skin.
● Belief and value – Safety & security.
C) Packaging - 250 ml bottle
100 ml bottle.
Ingredients
Water, Propylene Glycol, Myristyl Myristate, Glyceryl Stearate, Oleic Acid, Stearic Acid, Polysorbate 61, C12-15 Alkyl Benzoate, Dimethicone, Isopropyl Palmitate, Sorbitan Stearate, Cetyl Alcohol, Synthetic Beeswax, Stearyl Alcohol, Benzyl Alcohol, Carbomer, Fragrance, Methylparaben, Propylparaben, Butylparaben, BHT, Sodium Hydroxide, Red 33
4.3 Pricing Strategy
Competitive pricing scenario of POND’S Baby Lotion expose that almost all the competitive brands are parallel. Meril Baby Lotion & Aromatic Baby Lotion are offered at lower price. However, we like to follow the normal market practice in this regard.
Product Type Price
POND’S Baby Lotion 100 ml Tk.60
POND’S Baby Lotion 250 ml Tk.100
4.4 Promotion Strategy
Our advertising and promotions will pivot around five key strategies: TV Advertisement, Radio Advertisement, out door advertisement, press advertising, consumer offers.
TV Advertisement
Television is the most effective to create brand assurance. All the premium brands of Baby Lotion are presently focusing through electronic media campaign like BTV. NTV, ATN, CHANNEL- I are the most popular TV Channel in Bangladesh. So, it is obvious for us to choose the TV advertisement as the prime options according to the budget and the promotional expenditure available for the quarter, we will prepare our media planning. POND’S media planning will also include the selection of right program, at the right time for the right group of viewers.
Radio Advertisement
A huge number of our targeted consumers are rural based where radio coverage and listeners are large in number. Some of the special sponsored programs will be developed focusing the stories of our brand.
Outdoor Advertisement
We plan to have an exciting, informative, and actively managed outdoor advertisement. There will be wall painting all around the country.
Press Advertising
We will undertake a considerable amount (based on promotional expenditure) of press advertising in order to advertise our special promotion like consumer offer and to enhance our brand image activity. More often our targeted potential consumers go through daily newspapers, the more likely they are inspired to our brand when they have a need for our type of free offer.
Trade Promotion
A general phenomenon of the competitor activity is trade promotion. So to ensure the width and depth of our products’ stock and also occupy more space in the retail outlets all over the country, we should adopt some trade promotion.
Consumer Promotion
It is important to increase instant volume and make the consumer loyal to the product. Our running consumer promotion is as following 250ml+free 2 color pencil and 100ml+1 color pencil. After that we have some exclusive consumer promotion plan like Extra 10% free, 5 Tk. off with 250 ml & 3 Tk. off with 100 ml etc.
4.5 Distribution Strategy
The target and potential consumers of POND’S Baby Lotion live in all parts of the country. So to reach our product to each and every consumer even at the rural level we will ensure the following activities:
a) Make the product available to maximum possible outlets.
b) Deliver the product at the right time.
c) Increase the depth of stock of each outlet.
d) Smooth delivery of the product to all depots and distributors’ premises.
e) Proper merchandizing i.e., ensuring proper display of our product on the shelf of retail outlet.
V. ACTION PROGRAM
January-March(2010) :
The company will launch its product into the market .It will follow pull strategy. Under this strategy it will spend Tk.10 lacs in advertising and consumer promotion to build up consumer demand. The company will follow selective distribution to major divisional market in large department stores (Dhaka, Chittagong, Rajshahi, Khulna, Barishal).
April-June(2010) :
The company will continue advertising and stop consumer promotion. It will start to give trade promotion that will influence the middlemen to carry this product.
July-September(2010) :
It will continue advertising and trade promotion and start to arrange some events and campaign program in divisional area like big well known outlets .Like art competition.
October-December(2010) :
The company will take action depending on the situation of sales and competitor action.
VI. Financial Projection
PROJECTED TURNOVER IN FIFTH YEAR:
– Net Sales Income (NSI) of Tk. 50 million.
– Gross margin 20 % of NSI.
Table : COGS Calculation: 100 ml Baby Lotion Plastic Bottle
Sl no. Particulars Amount in Taka
1 NSI 18
2 Raw Material : 9.02
Packaging Material : 2.04
Labor : 2.10
FOH : 1.10
COGS : (79.19%of NSI)
14.26
3 Gross Margin (20.80%of NSI) 3.74
Table : COGS Calculation: 250 ml Baby Lotion Plastic Bottle
Sl no. Particulars Amount in Taka
1 NSI 32
2 Raw Material : 16.50
Packaging Material : 3.05
Labor : 4.34
FOH : 2.05
COGS : (81.06%of NSI)
25.94
3 Gross Margin (18.93%of NSI) 6.06
Table : One Year Projected Income Statement ( In Million Tk.)
Jan-Mar Apr-Jun July-Sep Oct-Dec
Estimated Units (100 ml bottle) 2 4 5 6
Estimated Sales 100 200 250 300
Less: COGS 80 160 200 240
Gross Profit 20 40 50 60
Less: Depreciation 5 5 5 5
Less: Advertising
Admin., R&D, Others 25 20 19 18
Net Income (5) 20 31 42
VII. Implementation & Control
For control purposes, the plan also allows for month by month comparison of actual versus projected sales and expenses. A contingency plan, attached, has been developed for implementation in the case of severe downward pricing pressure. Excellent promotion programs are vital in our type of marketing. Salespeople will also be a fully trained in sale. Additionally, every quarter we will try to “monitor” all the problematic areas by performing customer satisfaction surveys in limited areas. We also prefer to purchase retail store audit report, which would be the key to our strategic advantage in having superior data on market share and prospects.
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