19% of the

girls and women

reported that
sanitary napkins
are not always
readily available
in their vicinity

51% do
not use
44% of sanitary
Bangladeshi napkin
girls and because of 73% of
women do women in
not use
the pricing
Bangladesh are
sanitary absent in work
napkins or school during
menstruation
Most women in the
Women miss
country cannot
workdays during
afford sanitary
menstruation
napkin
Sanitary
Napkin made
from
Sugarcane
Bagasse
PRODUCT FEATURES

HIGHEST AFFORDABILITY
LOWEST COST
MODERATE QUALITY
Packaging: Newspaper like
BIODEGRADABLE

PRODUCT TYPE

BELT SYSTEM
COMFORTABLE
DURABLE
HIGHLY ABSORBANT
EASY TO USE
 Deem sanitary
napkins as
unnecessary
Expensive

Usage of
clothes

Buying it
won’t have
that much
effect
Low income working women miss working
days due to menstrual health issues

Students miss their regular

classes and exams

Infections and body odors

Sexually transmitted diseases

5 PIECE PACKET @ TK 35

Profit Margin of TK 10 per packet.

Margin of TK 5 per packet for the

retailer.

Margin of TK 2.5 per packet for the

distributor.
Factory
Distributor
Initial Special Distribution

Kiosks at Factories and Schools

Retailer

Customer
Push

Pull
 High price
•
WHISPER

•
SENORA

• FREEDOM
Low quality • High Quality
MONALISA
• •
MITALI

JOYA
Low price
Most affordable and healthy solution to missed classes and workdays
for poor working women and high school going girls
To gain To aware
market share
80%
of 17% in of the target
the first 2 market in the
years first 2 years
TO COMMUNICATE THE MESSAGE:
 Announcement of
All media invited launching
 Campaign kick-off with the song

Very popular among target market

Momtaj song for awareness

Popular singer Momtaj

Free iron tablet with each pack

Menstruation often causes iron

deficiency
Kiosks in RMG Factories

Trained employee of Mitali

Direct customer feedback

Sponsored prizes to 100%
attendance achievers in girls’
schools
Urban slums, Schools, Villages

Attendants get to participate in

lottery

Prizes like lipsticks, free samples, wall

clock
Near high schools

Near RMG Factories

School girls

RMG Factory Workers

100% attendance

MY TV

DEEPTO TV

BTV
Fun and catchy

Momtaj Song

x4)

x4)
মেলা ১৪২৭ Sponsored fair

Two Eids

Noboborsho, Pitha utshob

Clinics

Government health workers

Activation lottery winners

Smallest size freezers

Government clinics

Doctor chambers
Income Statement for YEAR 1 YEAR 2 YEAR 3
REVENUE
Net Sales BDT 2,062,500 BDT 4,125,000 BDT 5,775,000

COST OF GOODS SOLD

COGS BDT 1,312,500 BDT 2,187,500 BDT 3,675,000

GROSS MARGIN BDT 750,000 BDT 1,937,500 BDT 2,100,000

EXPENSES
Direct Costs
Machinery Purchase BDT 37,518,000 BDT - BDT -
Equipment Rentals BDT 800,000 BDT 800,000 BDT 800,000
Salaries and Wages of Machine
Operators BDT 600,000 BDT 770,000 BDT 825,000
Total Direct Costs BDT 38,918,000 BDT 1,570,000 BDT 1,625,000

Selling and Administration (S&A) Costs

Accounting and Legal Fees BDT 150,000 BDT 50,000 BDT 50,000
Advertising and Promotion BDT 3,000,000 BDT 3,500,000 BDT 2,800,000
Vehicle and Transport BDT 800,000 BDT 820,000 BDT 875,000
Office Rent BDT 1,500,000 BDT 1,800,000 BDT 1,800,000
Utilities BDT 2,722,000 BDT 2,022,240 BDT 1,600,000
Total S&A BDT 8,172,000 BDT 8,192,240 BDT 7,125,000

TOTAL EXPENSES BDT 47,090,000 BDT 9,762,240 BDT 8,750,000

NET INCOME BDT (46,340,000) BDT (7,824,740) BDT (6,650,000)