BREATHWORK

Safety is the law

Welcome everyone to our presentation.

Project Title: Customer Driven Marketing Strategy of Breathwork

Acknowledgement

We, the undersigned students for the project on customer driven marketing strategy of
Breathwork, are delighted to submit the report under the course: Introduction to Marketing.

We would like to extend our sincerest gratitude to Farhana Habib Zinnia, Lecturer at North South
University. Her directions and teachings are an integrate part in completion of this assignment. We
are extremely grateful for the opportunity that you gave us to demonstrate our innovative ability
and we sincerely hope that you will appreciate the work we have done. Furthermore, if you kindly
accept our project, we are ready to answer all queries regarding it
Table of Content

Executive Summary
Introduction
STP Strategies
Marketing Mix Strategies
Product Price
Place/Marketing Channels
Promotion
Public Relation
Strategic Applications
Future prospect
SWOT .
Conclusion
Executive Summary
This report is based on a marketing plan for our company to review our business and spread
our products to our target customers. We have followed the standard process of marketing
plan which includes:

1. Product Review

2. Current market situation

3.Threats and Opportunity Analysis

4.Objectives and issues

5.Marketing strategy

6.Actions program and

7.Budget.
Introduction

“Breathwork” aims to provide high quality

medical products to the people of Dhaka and
Chittagong.We are producing mask,sanitiser and
different types of medical products.Our intention
is to provide premium products with greater
value.The heart and rhythm sign precisely
represents our logo.We want to represent our
company with a tag line which is a very bold and
precise statement.Our Tagline is “Safety is the
Law”.Mission statement is a very short statement
of a company’s goals,operations and values.Our
mission statement is “Inspire to be safe”
STP Strategies
Segmentation

● Geographic Segmentation
● Measurability
● Easily Accessible
● Substantial
● Actionable

Targeting

● Growth
● Structural Attractiveness
Target Market Strategy
● Undifferentiated Marketing
● Company Resources
● Product Variability
● Stage in Life Cycle
● Competitors Strategy
 We can say that our
We at “Breathwork” are offering
overall positioning
greater value and benefits for a
strategy is More
Competitive Advantage. Like there
Benefits for Less
are many benefits for our reusable
Price.
masks like it is Antibacterial which
Positioning is the most important case, Water
repellent, it has high air flow as
many people might suffer from
We at “Breathwork” are offering suffocation from using masks a
greater value and benefits for a long time, it is also adjustable as all
masks cannot be the same for
Competitive Advantage. different faces. Not only our masks
but our Hand sanitizer provides
Breathwork claims that its products many benefits such as it is made
with Aloe and vitamin E to keep
are important and affordable. hands soft from regular use and it
does not leave a sticky feeling after
use.

Story for illustration purposes only

Marketing mix strategies
Products

Mask Sanitiser
● Advanced Hand
● Reusable face mask Sanitiser Gel
● Antibacterial
● Water Repellent
● High Airflow ● Hand Sanitiser Spray
● Adjustable
 Brand Sponsorship
CHALDAL .COM - Chaldal.com is an online shop
available in Dhaka, Narayanganj, Chattogram, and
Jashore. They believe the time is valuable to their
fellow residents and that they should not have to waste
hours in traffic, brave bad weather, and wait in line just
to buy necessities like eggs!
Guptodhon.com.bd- Online shopping website for
best quality products in Chittagong with the fastest
delivery to your home. Guptodhon.com.bd offers
comfortable shopping with free home delivery,
discounted products with many varieties of products
& exclusive offers.
Pricing strategy of “Breathwork.”
Factors to consider while setting price
● Marketing Objectives
● The Market and Demand
● Marketing Mix Strategy
● Costs
The marketing mix pricing strategy of our company
is dependent upon competitors and demand. The
products are high in quality, and they are
significantly priced. As our company is new, we will
follow a value / cost-based marketing and product
mix pricing strategy.

● Consumer Perception of Price and Value

● Competitors’ Costs, Prices, and offers

Location Strategy
We are only targeting Dhaka and Chittagong as our targeted market
place.For the factory we are choosing the cheapest place available
for the factory in Dhaka.In Dhaka,the old Dhaka town is the
cheapest and easiest place to rent a factory.It might not be the
most appropriate place to set the factory,but as this is our very first
startup and considering our capital amount we are choosing the old
Dhaka town.We are not renting any factory in Chittagong.We are
going to produce all our products in Dhaka and for Chittagong we
are going to transport it from Dhaka.
Distribution Channel
Distribution channels represent business
chains.There are different types of distribution
channels.We are going to apply two
distribution channel systems in our business.
➔ Direct-In this process, we will directly
distribute our products.For example we
will directly distribute it to the hospitals
and community health clinic centres.
➔ Indirect-In this way, we are going to
distribute our products to the retailers
and they will make them available for the
end users.
We are going to sign contracts and deals with
supermarkets,corporate organizations,government
offices,pharmacies,different stores and hospitals.By signing
in with such super shops and stores we will be able to sell
our products more.As now the supershops control a huge
market.As people now want “all under one roof”.We are also
going to sell our products on online sites and on pharmacy
delivery apps.As during this covid situation the e-commerce
business has grown a lot and captured a huge amount of
market share.
Promotion
Advertising
We will be fixing our advertising objectives by the primary purpose.As our company
is producing masks,hand sanitizers and other COVID-19 related products our
advertising objective is very clear and it's about protecting oneself from the virus.

We will execute our message through

scientific evidences which will capture
target markets attention and interest.
Message Advertising Media
To convince our targeted Newspaper
customer our message
is going to be very Magazine
straight forward- Posters
“ Safety is the law” and the internet
 Sales Promotion
Sales promotion is a short term promotional
method of boosting sales.We will target our
final buyer and retailers for sales promotion.

CBINED
. Samples
Price Packs
Vouchers
Bogo
Sales Contests
Setting Target
Higher Commission
Free Delivery
 Public Relation
➔ A practice of attracting new
customers and strengthening the
loyalty of existing customers.We
will arrange speaking
engagements,Brochures about
healths safety and sponsor
events.For example,if we sponsor
an event we will provide free
masks to the guest and also
arrange hand sanitisation there.
STRATEGIC APPLICATION
The future prospects of Breathwork
company are good enough because the
covid is not going anywhere. Though
people are getting vaccinated, they are
affected again by the covid. The current
vaccine is not the remedy of covid. As
the product of Breathwork is covid
related such as mask and hand
sanitizer, the future prospects of the
company are good enough.
Breathwork will use the market development method.
Market development is a growth strategy that identifies
and develops new market segments for current
products.After a certain period, when Breathwork will be
known to the public then they can add new products to the
market as household cleaning materials, groceries. They
can also diversify their business to a new level. They can
establish new markets for their products. There are bright
future prospects for Breathwork if they once become
successful in the market.
Brand expansion is a brand's strategy to grow its market share by establishing new
consumers. Breathwork is a new brand and its products are masks, hand sanitizers;
these products already exist in the market. So Breathwork is in the multi-brand strategy.
Multi-brands strategy allowing multiple product entries in a product category.

When Breathwork will be able to stand in the

market with its product then it will compete
with its competitors with extra benefits or
usefulness. As a new brand Breathwork has
to make an attention to the public and has to
describe its products to the public. If covid
has gone, then this brand can discover some
new types of products in the market. With
the previous attention to the public,
Breathwork will be able to sell the new
products also in the market because it is
already known to everyone. Breathwork has
enough possibilities for success in the future.
 SWOT ANALYSIS
Strength
Weakness
● Upcoming Covid Opportunities
waves ● Based on Pandemic
● Wearing mask is ● Demand of oxygen
normal now cylinder will be
● User friendly lessened
sanitisers ● The masks make us
● Demand of oxygen feel suffocated
cylinders which might make
the future buyer
discouraged to use
them which will
affect our business at
some point.
Threats
● Giant competitor
● Stepping into the
international market. ● End of pandemic
● New changing
variants of the virus
● Products which are
very protective and
fashionable which
will attract most of
the youth.
Conclusion
People nowadays are health conscious.This
consciousness increased more during this pandemic
situation.We are providing people the protection they
need in this situation to survive.In this situation,for
staying safe and sound these products are almost
more important than anything else right now.This
statement is almost established - “No mask,no
service” for the covid situation.We will always try to
serve our customers with the best product we can.