Preno Health Drink Marketing Plan

Executive summary
We are going to introduce a new product named Preno . It’s a health drink. We have 150 million people
in our country. 31% of them is under the poverty line. So we want to provide nutrition to them. We have
segmented the market by demographic, geographic and psychographic. The target market of our product
is basically the young people of rural and urban area of Bangladesh. We have made a field derive to know
about their demands and we tried to make our product basis on this survey. It is a new product in market
so we tried to make a 360 degree marketing campaign to let people know about our product, We have
used almost all the IMC tools. We have also made a smooth distribution channel so that people from each
corner of the country get our drink
It is a health drink so we also make sure that the drink is healthy and nutrient .

Table of Contents
Contents Page no.
1. Introduction…………………………………………………………………………………………………..…2
2. Company and product profile………………………………………………………………………..…3
3. Marketing Strategy………………………………………………………………………………………..…4
a. Market segmentation…………………………………………………………………………..……4
b. Target market………………… ………………………………………………………………….….…4
4. Product Strategy……………………………………………………………………………………………...4
a. Core customer value……………………………………………………………………………..….4
b. Actual product………………………………………………………………………………………....4
c. Brand Name & logo………………………………………………………………………….…….…5
d. Packaging & Labeling…………………………………………………………………………..……6
e. Brand development strategy……………………………………………………….……………7
f. Product life cycle…………………………………………………………………………………..…..7
g. SOWT analysis……………………………………………………………………………………..……8
5. Pricing Strategy…………………………………………………………………………………………..……9
6. Distribution Strategy……………………………..……………….........................................10
a. Supply sectors…………………..……………………………………………………………….……10
B. Distribution Sectors…………………………………………………………………………………11
7. Promotional Strategy………………………………………………………………………………………12
a.Advertising……………………………………………………………………………………………...12

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b.Sales promotion………………………………………………………………………………….……13
c.Public relation……………………………………………………………………………………….….13
d.Brand slogan…………………………………………………………………………………………….13
8. Problem Identification……………………………………………………………………………………..14
9. Recommendation and Suggestions………………………………………………………………..…14
10. Conclusion………………………………………………………………………………………………………..14

Introduction

Bangladesh is a country with an immense population and far too limited resources, where
average people struggle each day to live from hand to mouth. In Bangladesh, most people do not
get enough educational facilities to make themselves aware enough of the necessities in life,
especially diet. People are so reluctant about their daily nutrient needs that it never occurs to
them that they are missing something vital. As a result lower class people starting from children

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to grown adults suffer from malnutrition their whole life. Moreover, they do not have sufficient
resources to make or buy the necessary nourishments for themselves. Population has made the
situation even worse. In most cases, a grown man with a minimal wage has to fend for a family
of perhaps five or six, with himself being the only bread earner. Therefore, he may only
concentrate on fulfilling the very basic needs and still fall short. There is no current efficient
solution to this major problem of the country. It would have been a possibility to educate these
deprived people of the importance of certain elements in their diet, but it may still result in
ignorance. People of this country have a high context culture, meaning they value emotions and
tradition more that rational understanding. Keeping this concept in mind, a marketing plan for a
probable solution to the diet problem has been designed.

Company and Product Profile

Bangladesh is a country with an area of 147,570 square kilometers and an estimated population
of a staggering 150,039,000 (March, 2013). Doing the math, it comes to almost 1,033.5 people in
every square kilometer – a lot of people in a very little space. Of this huge population around
31% people are under the poverty line. Poverty in turn affects people’s purchase power and one
of the side effects is diet. Malnutrition is a major concern in Bangladesh, especially for children.
World Bank rated Bangladesh 1st in the world of the number of malnourished children. 26% of
the total population and 41% of children of the country are deprived of the nourishment they
deserve.Rural women suffer from malnutrition, especially during pregnancy. To address this
major problem a product has been designed. It is a nutritious, refreshing and tasty health drink
that will satisfy the need of nourishment and revitalizing the physically weak.

While keeping in mind the problem of nutrition deprivation, energy replenishing has also been
taken into account while designing this product. Bangladesh being a country of hot, humid
climate, people sweat a lot while working, which in turn makes them lose precious energy and
vital electrolytes that keep the body stable. The product also addresses that aspect of refilling the
tired body with the lost essential minerals and energy.

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So, at the same time the health drink not only provide vital sustenance for the malnourished, but
also refresh tired people in need of something to replenish their energy. Served cold, this drink
will also act as a treat in a hot sunny day. It would also taste good, in contrast to most energy
drinks, making sure that children accept this product in full consent. Currently in Bangladesh
such a product, serving all three needs together, is absent. Thus the launch of this product would
naturally take the market by surprise and if marketed well, would surpass sales expectations. The
product will be targeted towards people of all demography – not certain to any particular age or
other aspects. Thus, the population serves as a potential market.

Marketing Strategy

The current market has very few products like this which has a social objective that aims at decreasing
malnutrition. Thus, there is very less competition. The market is segmented to suit the social objective of
decreasing or eradicating malnutrition.

Market Segmentation
The entire population of the country will be served by this product. However we have made a
segmentation of the customer .

Geographic: We will cover the entire Bangladesh but we will focus on the divisions and districts

Demographic:

Age:15-40

Gender: All Genders

Education: Literate and illiterate

Religion: All religion

Nationality: Bangladeshi

Psychographic:

Social class: Middle class and upper middle class.

Lifestyle: Survivors

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Target Market
The product will generally target malnourished people of all ages and backgrounds, especially
children and young generation.

Target market profile:

Demographic Geographic Psychographic

Age: 15-40 Location: Entire Lifestyle: Trendy and

Bangladesh well uniformed.
Gender: Male and Female both Place: Both rural and
urban Personality: Seeks and
Religion: All religions prefers quality, modern.

Occupation: Students, job holders, Attitude: Positive

housewives ,businessmen, jobless attitude about anti
dandruff shampoo.
Education: Literate and illiterate
Nationality: Bangladeshi Social class: Specially
middle class and upper
class.

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Product Strategy

In simple terms the product, it would be a health drink.

Core Customer Value

The core customer value of this would be,

1. Nutrition
2. Energy &
3. Taste

Actual Product
The drink itself would be a water based liquid containing the vital sustenance an average person
would daily need. Such as

Vitamins

1. B2
2. B3
3. B6
4. B12
5. C

All perfectly water soluble, very essential, and temporarily available in human body.

Minerals

1. Calcium
2. Iodine
3. Iron
4. Potassium
5. Sodium
6. Zinc

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Minerals will be in the drink as dissolved trace elements and will act as sustenance and
revitalizing agents.

Glucose

Glucose will act as an energy providing and body cooling element.

The drink will come in two flavors.

1. Watermelon &
2. Lime

Brand Name& Logo

The brand name of the product has been chosen as “Preno” and the name of the actual product
would be “Preno Health Drink”. The word “Preno” has no meaning in traditional English. It is
a randomly chosen word.

The brand name has been chosen on the basis of

1. Simple & easy to pronounce

2. Distinctive
3. Extendable

The Logo will be as follows.

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Packaging& Labeling
There would be three types of packaging:

 Packet
 Plastic bottle
 Still can

Brand Development Strategy

Line Extension & Brand Extension will be used asbrand development strategies, where new
flavors will be introduced later on with the existing two. There are plans to introduce a diabetic
friendly variety or newer product categories such as biscuits, bread, noodles etc.

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 Preno Health Drink Marketing Plan

Product life cycle: We are developing the product.

SWOT analysis:

The SWOT analysis of PRENO is given below:

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 Preno Health Drink Marketing Plan

Strengths(S): Weaknesses(W):

1. Technological Skills 1. New product

2. Healthy Drink. 2. New Brand
3. Experienced and qualified Employees 3. High rental costs
4. Reasonable price 4. Poor customer
relationship
5. Different flavors
6. Top quality packaging
7. Strong distribution
channels

Opportunities(O): Threats(T):

1. No direct competitors in 1. Indirect competitors

the country 2. Overseas products
3. Increase of sales taxes
2. Large marketsize 4. Downturn in economy
3. Available raw materials

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Pricing Strategy
The product is new in market and the main target market is young generation. So the price
should be reasonable so that people from every class can afford it.And also it’s a low
involvement product so the price of that drink is reasonable. We have made a servey question t
know about our customers thoughts and demands .According to our servey we have made a price
list .There are 3 different size with 3 ranges. The chart is given below:

Size Price (TAKA)

120 ML 15
250ML 25
500ML 35

Seasonal discounts may be provided during festivals and winter as adjustment pricing strategies.

Distribution Strategy

In order to cut costs an effective distribution system is a must. To cut costs and enhance the
distribution system the entire country will be divided into 5 regions.

1. Dhaka
2. Chittagong
3. Khulna & Barisal

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4. Rajshahi&Rangpur
5. Sylhet

The main production & factory will be in Dhaka, specifically Gazipur. All the other regions will
contain only packaging plants in convenient places. The finished, unpacked drink would be sent
from Dhaka region to all the other regional plants in bulk to be packed and then distributed to the
local areas.

The distribution system of “Preno” would be in two sectors as follows.

Supply sector
There will be two types of suppliers

1. Raw-materials supplier
2. Packing & labeling materials supplier

The raw-materials supplier will supply the ingredients required to make the drink only to the
Dhaka region plant while the packaging and labeling materials supplier will supply the materials
to all the five regional plants.

Distribution Sector
The company will use an Indirect, Conventional Marketing Channel to distribute the product
widely throughout the country. To make the product readily available to people in the rural areas
as well as the urban, a strong distributing intermediary team in needed. It will consist of
wholesalers and retailers. The wholesalers will buy the finished product from the different plants
at the estimated trade price and keeping their profit will sell it to retailers in urban and rural
areas.

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Figure: Distribution System

To make sure that channel conflict does not occur between the different independent channel
intermediaries, the following steps will be taken.

1. There will be a specific set of rules in a written agreement which all intermediaries must
abide by.
2. Wholesalers must take charge of all Stock Keeping Units together to ensure that no target
market gets neglected and the wholesalers get an overall profit to keep themselves
satisfied.
3. Intermediaries will be motivated through competition and rewards for their performances.

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Promotional Strategy
Though it is new in market we have to focus on promotions so that the people an know about this
product.We have desiced to make a 360 degree promotional campaign. Whuch include.

 Advertising
 Social Media marketing
 Personal sealing
 Sales promotion and support media
 PR event
 Direct Marketing

Advertising
There will be several types of advertising to make the customers aware of this new product.

TVC: A short TVC will be telecast in the major Television Channels of the country. To make
sure that the TVC reaches all rural areas BTV will be used together with ATN Bangla, ATN
News, Channel I, NTV, RTV, Banglavision etc. In BTV, the advertisement will be telecast
during Friday movie telecast because it has the most exposure to the target market.

RDC: An RDC will be broadcastonBangladeshBetar during summer noon, in news breaks, and
throughout afternoons and on other radio channels during noon and afternoon.

In both Television and Radio channels extensive promoting will be done during Ramadan iftar
times.

Channel Day Time

BTV Fridays 3pm – 7pm
Other TV Channels Every day during Summer 7pm – 10pm
Bangladesh Betar Every day during Summer 1pm – 7pm
BTV and other TV & radio During Ramadan Before and During Iftar
channels
Table: Advertisement Schedule Plan

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Print Advertisement: A couple of print advertisements will be used for banners in urban and
highway areas and in newspapers.

Rickshaws: Rickshaws will be sponsored to have advertisements at the back.

In-Shop Posters: Shops in rural areas will be provided posters of the product.

Social Media Marketing:

Face book page:

We will create a Face book page of select plus. We will share all of the product and promotional
news through this page. We will also arrange a sweet stake which will be mentioned in sales
promotion part.
You tube:
We will also use YouTube. We put our ads on
YouTube
Search Engine marketing
We will also use search engine Marketing
Personal seeling:
In Personal selling we will make a caravan! This
caravan will go all of the top class school, colleges and universities and will try to sell our drink.

Sales Promotion and support media:

Support media is a off stream media for mid to large companies. We use some support Medias to
let our customer know about our product
Regular Billboard:

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We will put Billboards in road side and the top of the high-rise buildings. So it can easily attract
our customer. As regular billboards are so boring, we will use something innovative .We will use
two types of billboards. One for the product and another one to let purple know about the sales
promotional contest
Mobile billboard:
We will also use mobile billboards. Mobile billboard can move one place to another so many
people can know about our drink.

Consumer oriented sales promotion:

Selfie with bff
We will also arrange a sweet stakes on social media.
Here, Customers has to post their selfe with their bff (best friend forever) and have to post in on the face
book page of select plus. The selfie will get most likes that will be the selfie of the week. Every Friday we
will announce the selfie of the week. And the winners will get special gift hampers

Bonus Pack:
We will use bonus pack as your sales promotion. We will give 20% extra with a large pack of the drink.

Sampling:
We will also use sampling. We will give samples to our product to the customers. So the customer can
know about our drink.

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Winter Discounts: During winter times discounts for customers will be provided.

Rewarding & incentives for Channel Members: Marketing channel members will be rewarded
for their sales performances. They will also be provided with shelf space assistance.

Public Relations
Rural Summer Campaigns: During summer campaigns may be held in rural areas to promote
the product.

Ramadan Campaigns: In Ramadan Extensive Campaigns may be run for the poor fasting
people in both urban and rural areas.

Direct marketing: We will also use direct marketing. In direct marketing we goanna use-
1) Website
2) Email
3) Mail

Brand Slogan
The brand slogan “ShobaiKhabe” (Bangla for everyone will eat) will be used to promote this
product to show that this is a product for everyone. The slogan is short, in the native language,
easy to pronounce, and distinctive.

Problem Identification:
As Preno is a new product that we are going to introduce. So there should be a problem to get the

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maximum market share. The rental cost of some contents what we are using to produce the product is
too high. As a new brand we have a no relationship with the customers. We are producing health drinks,
but there are some other products named energy drinks. They are not exactly the same product like
preno, but some similar of it. Preno will producing in Bangladesh. So it’s a product made in Bangladesh.
There are some health drinks in overseas market. If they enter into our country, our sales could be
decreased for the personal attractions of the people towards the foreign products. If the government
increase the sales tax on this kind of products. We can’t provide the product to the rural poor people in
a lower price.

Recommendation and suggestions:

We have to promote our product very fast. For that we have made our promotional strategy very strong
to reach the people of all sectors in our country. By promoting very fast we can also build a good
relationship within a short time. We can’t avoid the indirect competitors. So we need to position our
product as an Unique product. We need to promote our product very fast so that we can get the
maximum profit . For that we must have to reach people of all sectors of our country through our
promotional works.

Conclusion

Since such a product has never been introduced to the people of this country before, the benefits
it provides is quite distinctive. Hence, it will be accepted rather well. Furthermore, the people’s
nutrition needs are met and a social problem is tackled tactfully. The malnourished poor people
of the country, too enticed by the irresistible taste and unbelievable price, will buy this product
and will benefit themselves without even knowing it.

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