TEAM

BizFETs

BizFETs

Company Analysis:
▪ A non-profit org Originated
in 1974 as a project
▪ Independent Subsidiary
SMC EL as a for-profit
company initiated in 2014
▪ Largest contribution in the
field of health, nutrition,
and family planning
nationally
▪ 12 area sales office and 120
distributors all across the
country
▪ Philosophy - "Profit must
primarily contribute to
social betterment"
Situation Analysis
Product Analysis:
▪ Bangladesh’s first-ever
electrolyte drink
▪ Was launched in March,
2021
▪ Scientifically formulated to
re-energize people.
▪ Helps with dehydration,
low-blood pressure and
fatigue
▪ Only 2 SKUs available:
1. SMC Plus Orange
Flavored Electrolyte Drink 250ml
2. SMC Plus Lemon
Flavored Electrolyte Drink 250ml
▪ Lack of market presence &
poor distribution
Competitor Analysis:
▪ Main competitors are:
Carbonated beverage
companies: Coca-Cola, PepsiCo
Energy Drinks companies:
Speed, Tiger
▪ Most of their products
contain high calories
making them dangerous for
health
▪ Their prices are also
relatively high considering
their health benefits
 SWOT Analysis

fSTRENGTH WEAKNESS OPPORTUNITY THREATS

▪ Reliable Brand ▪ Being the first-ever

▪ Already established electrolyte drink ▪ Emergence of
▪ Lack of Marketing
distribution for other produced in New Local
▪ Low supply
products Bangladesh can Competitors
▪ Lack of Brand
▪ Quality product takeover the ▪ Competition from
Visibility
▪ Cheaper than the maximum market existing
▪ Lack of variety in
existing competitors share International
product and
▪ Good feedback from packaging ▪ Become a Companies
customer household name as ▪ Already
▪ Company favored by an Electrolyte drink Established
the government ▪ Wide range of Beverage
▪ Scientifically Healthy customer segment Brands
and Nutritious drink ▪ Customer
preference for
healthy drinks
 Problem Identification

▪ Lack of variety of flavors of the product.(2 flavors only)

▪ Lack of variety in packaging consisting of only 250 mL tetra packs.
▪ Unattractive package design
▪ Unavailability of products
▪ Product unawareness
▪ Lack of market penetration strategy
▪ Narrow customer segmentation
▪ Poor market segmentation
▪ Customers not understanding the benefits of the product
 Alternatives

▪ Include more flavours like grape, cherry, green apple, frosty ice flavours etc.
▪ Make more colourful and attractive package designs.
▪ Increase production and use the strong distribution network of SMC to reach the products to all its vendors.
▪ Make people aware of the product through various marketing campaigns like social media adverts. TVC, adverts in newspapers,
sponsorships.
▪ Come up with a decisive marketing strategy by increasing the product presence. Emphasize sponsoring different events like school and
university arranged competitions, becoming drinks partners for the various international and domestic games competitions like
international cricket and football matches of Bangladesh held locally. also, relate the product to various occasions like iftar.
▪ Supplying to a wider range of customers which includes school and university going students, office employees.
▪ Incorporate a variety of products for different market segments depending on the socio economic class and age of the people.
▪ Make the people understand the health benefits of the drinks by easily and concisely explaining them in the adverts as well as including
them in the design of the packages.
 Brand Profile

TAGLINE:
BRAND LOGO:
এসএমসস প্লাস সতেজ কতে ক্লান্ত তোমায়.

MISSION:
To provide an electrolyte drink that eliminates fatigue and re-energizes
people.

VISION:
Becoming the leading health drink brand ensuring the health and
wellbeing of the people.

CORE VALUES: AUDIENCE PERSONA:

Social marketing at our core The Easy, Outgoing, Restless teenagers
Strive for the utmost quality and customer satisfaction The Calm and Steady Elders
Always aim to achieve more The Conscious Adults
Respect, Integrity and Fairness to all The Active Children

BRAND PERSONALITY: BRAND VOICE: BRAND COLOUR:

Competent / Spirited Sincere and Spirited Orange, green and blue
 BIG IDEA:
Design an integrated marketing campaign and utilize an already
available strong distribution chain to increase the supply
 Rationale

Due to the lack of marketing and chain distribution, people do not know about the product and those who want
it cannot get their hands on it. So by extensive marketing, we can increase the popularity of the product
amongst the people. We also increase its popularity by adding more flavors. And by using the already available
distribution chain of the organization used for its other products, we can supply the drink to more parts of the
country. Thus it becomes widely available to those who might become recurring consumers. By proper
utilization of media, we can spread value for this product amongst the masses and enlighten them about its
health benefits.
 STP Model

Geographic – Norman & exotic flavors in urban and semi-urban areas; Normal in rural areas -> All over the
country.
Demographics – age 5-65,
SEGMENTATION Genders – male &female,
Income-Poor, working class, middle, upper-middle
Psychographic - health conscious, industrious people

Size - Industrious people need refreshment after day-long work class

Family programs
TARGETING Child whose parents are health-conscious
 STP Model

POSITIONING

EXPENSIVE

Competitor Companies

DETRIMENTAL HEALTHY

SMC Plus

AFFORDABLE
Product Place
SMC+
4Ps Model University Campaign – all major
Variety of tastes including public and private university in
regular grape, mango, mix events as drinks sponsor
flavors TVC – Somoy tv, Rtv, Ntv, Channel I,
One/two exotic flavor Eqattor tv
Packaging in tetra pack(sustainable) Frequent on April to September
of 500mL, 1L, 2L & can Less frequent rest of the year
Also available in glass bottles
Marketing through radio on days of
The cricket games

4Ps
Price
45 bdt for regular 500 mL, 25 bdt for
250 mL,
87 for regular 1L & 170 for 2L
55 bdt for mix 500 mL, 100 for 1L &
190 for 2L
Exotic available only at 250 mL at 55
bdt and 500 mL at 100 bdt
Package of 4 - lemon, grape, orange/
mango, mix – 95 bdt (discount 10)
- lemon, grape, orange/mango,
exotic – 115 bdt (discount 15)
Promotion
Tamim Iqbal as brand ambassador -
Go to ad – 1) refreshment after full
day work with medical claims, then
tagline
2) Child wants to drink something,
in search for healthy drinks, here
comes SMC, then tagline
3) branding SMC+ as a healthy
family drink during iftaar in
Ramadan
4) Branding SMC+ as a drink on
family events
Budget Allocation
Implementation Timeline
Thank you