MARKETING PLAN

Based on Realistic Background

August , 2011
 Marketing Plan
Based on Realistic Background

Submitted to,

Course Instructor
Mgt-(Marketing Management)

Submitted by
Group-

BBA, Batch
Department of
University of

28
 Letter of Transmission

Muhammad
Course Instructor Mgt-203
Department of
University of Dhaka
Dhaka

Dear Sir,
It is an honor and great pleasure for us to present our assignment on
“Marketing Plan Creation”. This assignment was assigned to us as
a partial requirement of the Marketing Management (Mgt-203) course
in third semester.

During long time of our assignment creation, long project program was
an experience of rediscovering our potentials and full of excitements.
This assignment gave us an opportunity to apply our theoretical
expertise, sharpen our views, ideas, and communication skills, and
bridge them with the real world of practical experience, which will be a
good head start for our future professional career.

We realize that certain information enclosed in this assignment is

imaginary and should not go beyond academic interest. This is
because of the company’s limitation toward making website. Moreover
the non-availability of later information after 2007 widely, is also the
cause of providing imaginary information.

We hope you would find the assignment in appropriate manner. We

appreciate your cooperation and we hope you will call upon us with
any queries occasioned by this assignment through
saimoomkhan@hotmail.com.

Thanking you and looking forward to receive your cordial approval of

our submission.

Yours Sincerely,
Members of the Group,

Section-A, 13th Batch B.B.A.

Dept. of.
University of

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 DECLARATION

We are thankful and grateful to almighty Allah who has given us the
strength and ability to complete the report on “Marketing Plan
Creation”. We are also grateful to our honorable Course Instructor
Muhammad Shariate Ullah to prepare this very important report. He
has given all sorts of help required to complete this. As well as we are
very grateful to every concern people who had helped us by providing
all sorts of data. We are also grateful to those who have given us
suggestion and interaction towards making the assignment. To make
the assignment we also took help of various websites and few books.
Besides we collected some reports on making marketing plans of some
companies.

We also do sincerely declare that this term paper has been submitted,
in partial fulfillment of the requirement for the Marketing Management
(Mgt-203) course. The work is written in our own language. Though we
studied and followed some books of Marketing & Management, no part
of this term paper consists of materials, directly copied or plagiarized
from published or unpublished work of other writers and that all
materials borrowed and reproduced from other published or
unpublished sources have either been put under quotation with full
reference in appropriate places. We understand that the term paper
may be cancelled if subsequently it is discovered that this term paper
is not our primeval work that it consists of materials copied or
plagiarized or borrowed without proper acknowledgement.

We, at last, express special thanks from the bottom of our heart to all
who help us directly & indirectly to complete this term paper.

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 EXECUTIVE SUMMARY
The world's oldest-known formula for toothpaste, used more than
1,500 years before Colgate began marketing the first commercial
brand in 1873, has been discovered on a piece of dusty papyrus in the
basement of a Viennese museum. In faded black ink made of soot and
gum Arabic mixed with water, an ancient Egyptian scribe has carefully
described what he calls a "powder for white and perfect teeth". When
mixed with saliva in the mouth, it forms a "clean tooth paste".
According to the document, written in the fourth century AD, the
ingredients needed for the perfect smile are one drachma of rock salt -
a measure equal to one hundredth of an ounce - two drachmas of
mint, one drachma of dried iris flower and 20 grains of pepper, all of
them crushed and mixed together. The result is a pungent paste which
one Austrian dentist who tried it said made his gums bleed but was a
"big improvement" on some toothpaste formulae used as recently as a
century ago. The discovery of the formula caused a sensation among
Austria's normally sedate dentists when it was disclosed at a dental
congress in Vienna.

Modern toothpaste is produced by mixing sodium fluoride, a cleansing

product that gives the paste its bulk, with triclosan - a whitener, and E
number flavourings. The recipe was written in Greek, the official
language of Egypt for about 1,000 years until the last temples closed
in the sixth century AD. It was discovered among part of the largest
collection of ancient Egyptian documents in the world - 180,000 items
up to 3,500 years old, including stone and clay tablets - gathered by
the Habsburgs, the rulers of the Austro-Hungarian empire.
Toothpaste of the 90s contain ingredients are:

• sodium monofluorophosphate (not to be confused with MSG)

• color
• flavoring
• fluoride
• foaming agents
• detergents
• humectants (prevent the paste from hardening)
• Herbal toothpastes have gained popularity for people looking for”

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natural" toothpaste or for those who don't want fluoride in their dental
cleansers. Some herbal toothpastes contain:
Peppermint oil

And the 21st Century; The trends of the 20th century continue we
should see more toothpaste that whiten and brighten the teeth, are
canker sore friendly, and give you the ultimate brushing or rinsing
experience.

Keya Cosmetics Limited is one of the largest and high quality

cosmetics & toiletries producing company in Bangladesh. The
company was incorporated in 1996 as a private limited company. The
company was lunched as a sister concern of the Khaleque Group of
Companies with the corporate slogan, “Quality Comes First”.
Subsequently it was converted into Public Limited Company in 1999
with an authorized capital of Tk. 700 Million. Now the company has
gained one of the top most positions in cosmetics production arena of
Bangladesh.
To manufacture and sell high quality cosmetics & toiletries products to
the people of all age group within an affordable price is the main
objective of the company. "No compromise with quality" is the key
policy of the management. We do believe that, we are reasonable and
accountable to all concern with whom we deal; namely: our
employees, our business associates, our consumers and our
shareholders.
Today the company has four more sister concern organizations and
one more sister concern business named as Keya Knit Composite Ltd.
is under construction.
Now to get the improvement in cosmetic production area we are
thinking about a new product in Keya family. That is different types of
skin care productions for various segments of consumers.

From the first we decide to start producing toothpaste that whiten and
brighten the teeth for maintain germ free teeth for common segment
of people. This is to introduce our valued consumer to our entrance in
teeth care solution world.

Later on we shall go for further attempts towards our target that is our
main objectives. We decide to enter to market in normal way but
continue our business our in a different way than the others.
Consumers first purchased toothpastes without much knowledge or
information concerning the product’s benefits. As new product
development increased, and consumers became better informed
about the benefits of
toothpastes, they began to focus their interest not only on cavity
prevention,
but also on the health of their gums, their oral hygiene, and their
cosmetic
appearance. Because consumer interest and toothpaste purchases
began to
28
increase, advertising and promotion also began to increase, which
lead to the
development and addition of the super-premium product class.
Consumers began to purchase toothpastes based on the specific
benefits each toothpastes and company had to offer.

From our small area census we found out that recent people are more
conscious about their teeth care. Mainly the teen age group people are
more sincere about it. It is proved in the past record that when a
specific segment of consumer are valued more by a company, they
feel more loyal to the company. We are on the way to use the feelings
of the people. It means we are going to make our product targeting
the age based segmentation which idea is yet not been practiced
properly in our country.

Product Summary
Product Name: ‘‘FINE Toothpaste” From “Keya Cosmetics Limited”.

SLOGAN – Long-lasting breath and whitening forever.

Product description:

A) Tooth Whitening toothpastes have either higher abrasion value than

normal toothpastes to mechanically remove food, smoking and other
stains from teeth, or/and special ingredients as Peroxide for teeth
bleaching and whitening.

B) Sensitivity toothpastes contain desensitizing agents to relief those

with tooth sensitivity problems from the acute pain when teeth are
exposed to hot or cold temperatures or sweet and sour foods.

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C) Fresh Breath toothpastes contain enhanced flavoring agents along
with antibacterials to fight halitosis and provide fresher breath.

D) For Children with pleasant flavors and colors for kids, and lower
concentration of fluoride (500-1000ppm) to prevent cases of fluorosis.

FINE Toothpaste will have much more ingredients than those some
years ago.

Fluoride is the most popular active ingredient in our toothpaste due to

its proved ability to prevent cavities. Our brand will use Sodium
fluoride (NaF); some products would use Sodium Monofluorophosphate
- SMFP (Na2PO3F).

The concentration of fluoride in our toothpaste for adults is 1000 to

1450 ppm max.

Antimicrobial agents that fight the bacteria of dental plaque. There are
two kinds of antibacterial agents used as ingredients of toothpastes:

-bactericidal agents as Triclosan that kill bacteria. Triclosan induces

damage and lesions to the cell wall of bacteria resulting in
bacteriolysis (death of the cell).

- bacteriostatic agents as Zinc (Zinc chloride or Zinc citrate) that stop

the growth of dental plaque bacteria by inhibiting their metabolism.

The combination of a bacteriostatic with a bactericidal agent as

toothpaste ingredients is the most effective one to fight dental plaque
and gum disease.

Surfactants (detergents) and Foaming agents that help to carry away

debris from the mouth and between the teeth. Common foaming
ingredients in toothpastes are Sodium Lauryl Sulfate (SLS) and
ammonium lauryl sulfate

Anti-tartar agents as Tetrasodium Pyrophosphate (TSPP).

Pyrophosphates are water-softening agents that remove calcium and
magnesium from the saliva, so they can't deposit on teeth creating
dental tartar (calcified plaque). Pyrophosphate does not remove tartar,
it merely helps prevent its formation.

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De-sensitizing agents to relieve tooth sensitivity. Strontium chloride
works by blocking the tiny crevices (microtubules) that enable cold
and heat sensations to reach the tooth's nerve.

Potassium citrate and Potassium nitrate work in a different way by

blocking the mechanism of pain transmission between nerve cells.

Abrasives: Calcium phosphate (chalk) and alumina were used as the

abrasive base of tooth pastes but they had the disadvantage of
reacting with other chemical ingredients. Today the common abrasives
are Silicon Dioxide (silica) and Titanium Dioxide. Hydrated silica is a
transparent abrasive used not only in white opaque tooth pastes, but
in gel toothpastes as well.

Baking Soda (Sodium bicarbonate) is a mild abrasive. It has a mild

whitening action and helps to keep an alkaline environment (not
friendly for dental plaque bacteria) in the mouth.

Teeth Whitening agents : FINE toothpastes, except of the mechanical

whitening action of toothpaste abrasives, use extra whitening
ingredients as the Hydrogen Peroxide or Sodium carbonate peroxide
that breaks down into sodium carbonate (washing soda) and hydrogen
peroxide.

’FINE’ Toothpastes would come in a variety of flavors, most often

being some variation on mint.

Additional ingredients such as enzymes, vitamins, herbs, calcium,

mouthwash are often included in the formulas. Other non active
ingredients in toothpaste are humectants, coloring thickeners, water
softeners and sweeteners as sodium saccharin.

TABLE OF CONTENT

28
Sectio Topics Page
n No.
1 Executive Summary
2 Product Summary
3 Situation Analysis
3.1 Market Summary
3.2 Target market Situation analysis
3.3 Market Demographicconsists of some part
3.4 Market need of marketing plan
where the current
3.5 Market trend
condition of the
3.6 Market forecast
product is discussed.
3.7 Target market growth If there are another
3.8 SWOT analysis products or services
3.9 Competition like the new planned
3.10 Product offering product is existed,
3.11 Keys to success then the probable
4 Marketing Strategy forecast is also
4.1 Mission included here. Here
4.2 Marketing objectives the marketer tries to
imagine probable
4.3 Financial objectives
competitions that
4.4 Target market they might have face
4.5 Marketing Mix to initiate their
4.6 Marketing Research marketing plan. How
5 Financials the market is
5.1 Break even analysis segmented, who are
5.2 Sales forecast to be targeted to
5.3 Monthly Expense Budget market the product
6 Implementation Control is analyzed. The
planner also tries to
6.1 Implementation
imagine the probable
6.2 Contingency Planning
behavior of the
consumers towards
product. Here the
marketer tries to
identify the market
need and what may
be the trends of the
28 market. At last the
market growth is
analyzed.
Situation
Analysis

MARKET SUMMARY

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From our small area census we found out that recent people are more
conscious about their skin care. Mainly the teen age group people are
more sincere about it. They use different types of cosmetics to get
better result. Even, most of the times, they are not worried about the
price of the specific product or about the total cost. Moreover in many
cases the teen age groups are bothered about various types’ bacteria
created problem in their teeth. We are sincere about it. Mainly our
second product which is going to satisfy specially the teen age group
to make them get rid from those kinds of germ attacks.

Our market strategy will be first to introduce our valued customer with
new product. Then the second product will come into view targeting
the special segment. In our previous record we find out that, when a
product is being created targeting to a special segment, the segment
feels so proud about it and become loyal to the producer company.
Besides as the case is not price sensitive rather quality sensitive, we
shall give stress on quality. We regard the case not to be price
sensitive from our own made census. At the teen age the people care
about their skin rather than price. They need to be satisfied about the
quality.

From market analysis, we saw that there is no company in Bangladesh

who practices the age segmentation at this level. Rather they have
only segmentation as child and older. So we think the segment we are
going to target in second time is going to be a successful one. So at
the first stage we are going to make a product as theruptic brusher
that specialized for diseased people. Then at the second phase our
target is the cosmetic brushers to attain each age group.

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 TARGET MARKET
There has been a huge growth in the number of different flavors for
toothpaste on the market - a trend that is set to have caught the
imaginations of many consumers who have grown tired of box
standard mint flavorings. Many consumers base a lot of their purchase
decisions on how comfortable a toothpaste feels in their mouths,
whether the taste is good enough, whether the toothpaste suits their
mouth, or whether the toothpaste contains all the possible ingredients
for protection of their teeth. They also base their purchases around the
ability of the toothpaste to “remove food particles; plaque removal
and gum stimulation.”

In Bangladesh, when it comes time to purchasing toothpaste, there are

three different consumer groups.
• Therapeutic
• Cosmetic
• Uninvolved brushers

Here is the list of probable market forecast of our projected

product. Analyzing the present market condition and implying some
marketing concept this forecast is got and at the proceeding years the
company will regard the forecasts as their target and proceed
accordingly.

Potential Growth 2011 2012 2013 2014

Consumer
Therapeu 10% 1585500 1744050 1918455 2110301
tic
Cosmetic 30% 4835700 6286410 8172333 10624033
Uninvolve 12% 2032500 2276400 2549568 2855516
d
Total 21.92% 8453700 10306860 12640356 15589850

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 MARKET DEMOGRAPHICS

The market demographics profile consists of the geographic,

demographic, and behavior of consumer factors. According to some
market analysis and some marketing concepts the markets the
concern people of the Keya Cosmetics Ltd. has taken the decision of
initializing the production of the products.

GEOGRAPHIC

Bangladesh is so small country. So here we need not to segment our

customers according to geographic area. Here, the climate of almost
all the areas is almost same. So this small difference of weather of the
various places creates very small impact on teeth. So we need not to
stress our production on geographic varieties.

But, though the country is so small, there are some remote area of the
country which are so tough to reach with produced product. So to
reach the products to those areas we need to take the help of various
transport companies as, for the company it may be so costly to do the
transport itself. But we are committed to reach to the every point of
the internal market.

DEMOGRAPHICS

Demographic segmentation is the main theme of our production. We

have primarily segmented our consumers into three parts. Later on we
shall proceed on further segmentation according to the want of the
consumers of the country. But we are always committed to the
qualities of our product. We never will to compromise with the quality
rather to the price.

• Therapeutic brushers are concerned with oral care problems.

They brush to prevent disease or other oral health risks, and
“search out functionally effective products.”

• Cosmetic brushers are concerned with bad breath and their

appearance, and “search for products that effectively deliver
cosmetic benefits.”

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 • Uninvolved brushers “view all products as the same and lack
interest in this product category”.

But, our target would be all three types of consumers which is

quite huge.

BEHAVIOR FACTOR

• People always feel good to think that they are important to

someone. For this purpose they may be attracted by the
product.

• Most people of Bangladesh often keep an idea that the product

of Bangladesh is often not so good. So when the product price of
the same good is same price, they automatically turn to the
foreign one. But we shall make them understand that we are
producing for especially them.

MARKET NEEDS

Basically Bangladeshi market need good product. But problem is that

Bangladeshi people economy often does not support good quality
products.

In cosmetics section people wants good products. They often do not

see the price of the product. People of the country want the cosmetics
that will make them better. Besides, there is more bacterial infection
in the teeth of Bangladeshi people. So the market wants to get rid
from such infection.

MARKET TREND

People of our country often have an idea that the products those are
produced in foreign countries are often good. So the prefer the foreign
goods much. Even most of the time, they don’t bother for the price if
they have enough money to spend. So the market of Bangladesh
especially cosmetic market is heading towards the foreign product.

Moreover most of them have some thinking that where the product is
costly, the product is good. The often try the cheap product. So, as the

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foreign product costs more price to import generally the foreign
products costs higher. So afford people go for the valuable one.

As people of Bangladesh love the foreign product most, the marketer

of the country most often target the lower level consumers who
become bound to buy the lower price one. So generally they don’t try
to stress on quality rather the quantity as the size of the product. So,
often Bangladeshi made products are low in quality and price. And as
a consequence the people head towards the foreign good products.

MARKET FORECAST

Here is the market forecast of the three separate products.

TARGET MARKET GROWTH

Though we are going to start producing three different types of

products, our main target is the product of cosmetic brushers
segment. All other products are supporting product. Our success will
depend on the growth of the specific product. Most of the
advertisements will be given heading towards the product as this is
our special product. Later on the product may be sub-segmented

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according to the consumer’s opinion as different products for male and
female or other.

So our target market growth is given in the chart below-

SWOT ANALYSIS

The SWOT analysis consists of two parts in major. They are External
Environment analysis and The Internal Environment Analysis. The two
parts are being described below.

EXTERNAL ENVIRONMENT

OPPORTUNITY

The company is one of the leading cosmetic companies of Bangladesh.

Already it had fame in the cosmetic arena. Bedsides it has a very good
back ground in the past.

No other company of Bangladesh had yet practices the segmentation

before that might be fruitful.

As the company is a Bangladeshi company, it has the opportunity to

make product in cheaper way and ahs the opportunity to monitor the

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consumers from a closer view. So it can be affordable to provide the
consumer product as they want.

THREAT

In this market here is already some very famous leading cosmetics

company those are foreign. The people of the country have weakness
towards the foreign products.

Besides, the foreign companies are so efficient in nature. They have

also good impression in general people mind that may be a threat for
the company. These companies may be future potential competitors
and even may initiate a better product or better service. As they are
also so efficient active in research they have the chance to invent a
more effective product.

INTERNAL ENVIRONMENT

STRENGTH

This is national company and so it has the ability to make good

impression in people mind quickly. The teen age people in this country
are so curious about new product. They welcome new products
generally. So if the product can cut good impression and can provide
better service to the consumer it has better chance to be success and
go for taking further initiatives.

WEAKNESS

The present teen age are now habituated in foreign products. From
very earlier time they are using various imported products. It may be
tough for the new product to gain its place successfully.

COMPETITION

There are some established brands in this field like Opalescence, Nano
silver, Meswak and several local manufacturers These toothpaste

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brands would also be tempted to enhance their capacity utilization by
trying to compete in the market. Keya cosmetics limited is aware that
some big players are also eying this highly fragmented sector for entry
through the contract manufacturing route which could lead to pressure
on margins in the near future. Company is aware of its competitor’s
strategies and hence it would be launching its products accordingly.

Weaknesses of Competition

Many competitors striving to succeed in the oral care market such as

Nano silver, Opalescence and meswak know that in order “to be a
leader in the oral care category, companies have to be able to
compete in all areas of the oral care, besides toothpaste. Because
there are many primary competitors in the oral care market, product
innovation is a key factor to a company’s success not only had to
worry about cannibalizing their own products, they also had to worry
about the new line of products that were being introduced by such
companies as Nano silver, Opalescence and Meswak. With companies
holding large shares of the market, FINE toothpaste had to worry
about the innovation of new products that could compete with the
FINE toothpaste. Companies that hold large market shares can afford
to pay for more advertising for a newly developed product.

PRODUCT OFFERING
1. Target market A and proposed strategies

The first segment market that ‘FINE toothpaste’ will target will be
consumers who are concerned about oral health issues, such as
fighting plaque and gum disease. These consumers are known as
“therapeutic consumers,” because they purchase products,
toothbrushes, that will be the most effective when it comes to oral
health care. These consumers “buy and use products for themselves,”.
Consumers in this target market
usually do not care about the price, as long as they are getting the
highest quality products. Most consumers in this segment are adults,
especially ones who have oral health problems.

When distributing the FINE toothpaste to this market segment,

Emphasis would be placed on distribution to dentists, drug stores,
grocery stores, and large retail stores. Dentists would be when
distributing the new toothpaste because many dentists act as “opinion
leaders”, meaning they have a big impact on what others think.

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Although Nano-silver is the main distributor when it comes to dentists,
this would be a good opportunity for FINE Toothpaste to gain
competitive advantage over Nano-silver, by getting dentists to
distribute the new toothpaste while selling the benefits to patients.
Advertising and promotion would be done through commercials,
magazines, radio, and ads put up in places such as dentists offices.
These advertising and promotion mediums would target this
segment’s consumers, and would focus on the benefits FINE
toothpaste has to offer in connection with oral healthcare.
Commercials made for this market segment would also show the
benefits of the toothpaste, possibly through
demonstration. Commercials would air at night during “prime-time”,
the time in which most people watch television, and during the day,
especially during soap operas. These are the time periods in which
more adults watch television. Keya would direct market the toothpaste
by sending special coupons in the mail to consumers or by offering
rebates to consumers who purchase other Nano-silver, meswak,
opalescence oral care products. These rebates and coupons would act
as an incentive to consumers when it comes to purchasing or trying
the new toothpaste. These coupons and rebates could also be
dispersed through hard to eat food products, such as popcorn. Also in-
store displays could be set up throughout stores. These in-store
displays could also include
demonstrations.

2. Target market B and proposed strategies

The second segment market that we would target the new FINE
toothpaste would be consumers concerned with their oral hygiene,
such as bad breath, and personal appearance. Many, but not all,
consumers in this group are female adults who worry about what they
look like. These consumers purchase products that will “effectively
deliver benefits” Target B consumers feel the same way as Target A
consumers when it comes to pricing. Most would be willing to pay
more if the product offers more advantages than competing products,
although because the toothpaste will be positioned as a mainstream
product, price will vary in accordance to the prices of other
toothpastes. When it comes to the distribution of this product, the
toothpaste would be distributed through the same locations as Target
A, with the addition of make-up departments of large retail
department stores. The toothpastes should be distributed through
dentists because many people who visit a dentists are concerned

28
about their gums and would likely consider the different options
available to them that will enhance their structure, such as their teeth.
The toothpaste would be distributed through make-up departments
because most people who shop for make up at large department
stores are also concerned with keeping their teeth shining. Advertising
and promotion should be done in a similar manner as Target A,
through commercials, magazine ads, the radio, with the addition of
placing advertisements on billboards and buses. The commercials and
other advertisements should focus on the cosmetic benefits of the
toothpaste. The ads would show well made up men and women, who
one can tell place great emphasis on their looks, demonstrating the
strengths of the new toothpaste. The placement of ads on billboards
and buses throughout the larger cities will hopefully increase
consumer demand because many people who live in large cities have
important jobs that require them to look nice. Special promotions that
FINE can offer can be through other Keya products that many
consumers also associate with appearance and oral hygiene. Such
products can include dental floss and mouth rinses. As with Target A,
special rebates and coupons can be offered through these products.
Also, the use of in-store displays could be useful when promoting the
Toothpaste. By placing the new toothpaste on the shelf between an
existing toothpaste product and a competitor’s profits, this may or
may not be a good idea. By placing the product next to an existing
company’s product, consumers may not see the benefits of switching,
and could continue to prefer using the existing product rather than
even considering trying the new one. But by placing the new product
next to a competitor’s product, it may lead to the consumer
questioning which product is better, hopefully causing the consumer to
try the new product, over its competing product.

KEYS TO SUCCESS

We are entering in the new market after doing a lot of research. We

made a lot of census throughout various segment of people. We know
what people want. So according to the want of general people we are
going to develop our product.

The segment we are targeting, wants some special product for them.
The want some more features to be added to the existing product. We
are trying to make according to what they want. So we think this is
surely going to meet our demand as we are going to meet the
consumer demand.

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 Here we are going to
define the mission
and marketing and
financial objectives.
We also shall define
the needs that the
market wants and
the company wants
to fulfill which of
them. Then we shall
make the product
line’s competitive

Marketing positioning and

describe the game
plan how to
accomplish the

Strategy plan’s objectives.

All of the terms that

will be described
here will cover the
term that should be
done with the tools
from the
organization itself as
the purchasing,
manufacturing,
human resource.
This is to ensure that
the company is
28 affording to
implement the
marketing plan.
 MISSION

The mission of our marketing plan is to provide our national people

with best quality product from our own country as the country can be
profited. We want to prove that price is not the factor and also country
is not the factor and Bangladesh can produce better product. Providing
good cosmetics to the target market, we want to turn people toward
national product.

We want that people of Bangladesh will use national cosmetics only

rather than foreign cosmetics. So that, we shall produce the best
quality product as the consumer need not to look outside for those
product which are being produced in the country.

MARKETING OBJECTIVES

Our marketing objective is to make a positive growth of our product

nationally providing people quality product.

We not only want to increase our position in market for a short term
basis but also get a steady position in consumer mind.

We want to attract more people towards our product with lesser cost
and that should be at least 2 percent per half year.

FINANCIAL OBJECTIVES

Our main financial objective is to increase net profit by 20 percent in

every year.

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We want to provide the shareholders with at least 25 percent bonus
annually so that we can increase our demand in capital market.

To grow our sales more than three times over during a five-year
period.

TARGET MARKETS

Our segment definition is of itself strategic. We are not intending to

satisfy all users of our new cosmetics. We are not going to satisfy all
the people. In most of the cases our people are satisfied with fewer
prices. They want more products with fewer prices. This is because of
their financial inability. But we are not going to target less price
product. But we shall try to make better products for the specific
segment of product with reasonable price.

At First our target segment will be only one segment. Though we shall
produce product for all people, we shall target only one age segment
of people. But later we shall target more segments of people to get
more people at our own side. We shall target only one side because, it
is so difficult to target all at the same time. But we have the plan to
satisfy our customers most, with our product. If become successful at
the first stage we shall proceed for the next target market or make
some sub-segment to broaden our market.

STRATEGY PYRAMIDS

We shall position ourselves at one of the top most position in the

cosmetics in Bangladesh. We shall achieve our position by providing
the best quality production so that the market need not go further in
search of better product.

Though there are a lot of strong competitors in the existing market, we

shall try best to get the market in different way targeting the
segments in different ways and providing quality products in
reasonable price. We shall create a brand image of our product so that
our valued consumer can rely on us about our product.

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 MARKETING MIX

In general low price product is often welcome in Bangladesh primarily.

But in long-term area it is seen that no product can last long without
proper quality. Our product success shall come with not only
successful segmentation and quality production rather because of
proper marketing mix.

PRICING

Our product will be sold on per product retail pricing. The distributors
of the company itself will distribute the main areas and the price of
each product will be fixed and no change of price by another person
will be allowed.

DISTRIBUTION

Our company itself will distribute the product to the main areas
throughout the country where it can be done in a profitable way. But
in remote areas the company will take the help of other distributors.

ADVERTISING AND PROMOTION

From the starting of the company, Keya believes in the success in

proper advertising. But out advertising of the skin care product will be
targeted toward to teen age products.

CUSTOMER SERVICES

We always believe in proper customer service. We shall provide them

with proper service so that they become more satisfied with our
product.

MARKETING RESEARCH

Our company relies on marketing research. It takes decisions

according to the customers want. Our company honors its valued
customer. often conduct various types of research programs to know
the customer want. We try to make the product what our customer
wants.

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We have taken the decision of entering the cosmetic market relying on
what the consu,ers want. We made consumer researches. We made
research on developing products according to market want.

The financials will

include all the
financial activities
relating to the new
marketing plan of
the company relating
to the
implementation of
the plan. It shall
provide information
how the company is
going to finance the
product, and how the
company is going to
use its money to get
more profit. The part
will include break-

Financials even point analysis

sales forecast and
other financial
information relating
to the marketing of
the product.
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 BREAK EVEN ANALYSIS

Here we can see that the company will meet the break even point at
the sale volume of 73000 unit where the total revenue should be
4375000 per month.

Revenu
Sale e
s
UVC

43750
00

FC

Sale
73000
Vol

Breakeven point
analysis
At this point the company has net profit Zero taka.

Now let us see the break even analysis of the total project of the new
plan-

Monthly Unit break even 73000

Monthly sales break even 4375000
Average per unit revenue 48
Average per unit variable cost 12
Estimated monthly variable
3500000
cost
Average per unit price 60

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 SALES FORECAST

We see that the sales information is ever changing. It never remains

steady. When there is a change in advertisement, there is a change in
sales volume.

Besides change in advertising cost in every step influences the sales

volumes in every product.

Here is the monthly sales forecast is given of the three products-

Potential Growth 2011 2012 2013 2014

Consumer
Therapeu 10% 1585500 1744050 1918455 2110301
tic
Cosmetic 30% 4835700 6286410 8172333 10624033
Uninvolve 12% 2032500 2276400 2549568 2855516
d
Total 21.92% 8453700 10306860 12640356 15589850

MONTHLY EXPENSE BUDGET

Monthly expense budget of a program is require for a company as it is

used as a tool to keep the project expense on right track and run
business in a profitable way. Using the budget proper the marketer
can take steps to correct or modify action plan.

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Monthly Exp.
2008 2009 2010 2011
Budget
Website 50000 10000 8000 8000
Advertisement 100000 80000 75000 80000
Printed
5000 5000 5000 5000
materials
Percent of sales 7% 6% 5.5% 5.5%
Percent of sales 73% 78% 79% 78%

This is the last

session of marketing
plan. Here the
marketers monitor
various marketing
information as
monthly and annual
revenue, Expenses:
monthly and annual,
Repeat business,
Customer
satisfaction etc. The
Implementation
term is important for
a marketing plan as
reviewing the
Controls
information the
marketer can take
necessary steps to
succeed the
marketing plan.

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 IMPLEMENTATION

The implementation section points out on how and when and by whom
all the works of the marketing plan will be performed. Here all the
milestones of the marketing plan is included.

Milestone Start End Budge Manag Departme

Date Date t er nt
Marketing plan 01 Sep 02 Dec 0 - Marketing
completion
Web site formation 01 Sep 05 Nov 50000 Pvt. Marketing
farm
Advertise campaign 01 Sep 30 Oct 40000 - Marketing
Advertise campaign 2 01 Nov 31 Dec 60000 - Marketing
Creating retail 01 Oct 30 Dec 10000 - Marketing
Channel
Direct Marketing 01 Jan - 20000 - Sales
0

CONTINGENCY PLANNING

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Our company is so sincere about it planning. It will try its best to make
the plan success. But here is the possibility to the entrance of new
competitors in the market with same type of product. Besides because
of non-stable political group of the country the normal work of the
company may hamper. This may be some problem to the success of
our company. But in the long run our company will find out more
efficient process to improve from that hinders.

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