Marketing Plan for WhiteLight

Chapter 1
Introduction: In this competitive business world, marketing is an essential part of any company. The main two ideas of marketing are to attract the market and do the activities to retain them. In order to do the obs of marketing a proper marketing plan is very important. Without having a complete plan the ob of marketing will left with many e!cuses and even it could create a disturbing conse"uence for the company. #o, to have an appropriate marketing plan for every product of the company is very necessary. There are many companies in $angladesh serving to people. %ll the leading companies have a strong marketing department where the marketing strategies and marketing mi! are made. &nilever is the leading company in $angladesh, which is serving the people of $angladesh over four decades. &nilever has many brands to serve with. Those are ' Wheel, Lu!, Lifebuoy, (air ) Lovely, Ponds, *lose+&p, Taa,a, #unsilk, Pepsodent, *lear, -im, #urf.!el, /ove, -aseline, Lakme ) %!e. In addition to those brands, we have created the marketing plan a new product for &nilever which we named as 0WhiteLight + Tooth Whitening #ystem1.

Marketing Plan for WhiteLight

Chapter 2
Company Profile: 2.1 Unilever Bangladesh Ltd.: In the 2345s, William 6esketh Lever, founder of Lever $ros, wrote down his ideas for #unlight #oap ' his revolutionary new product that helped populari,e cleanliness and hygiene in -ictorian .ngland. Mainly from this time first idea to establish &nilever formed. 7ver the the last four decades, &nilever $angladesh has been constantly bringing new and world+class products for the $angladeshi people to remove the daily drudgery of life. 7ver 458 of the country1s households use one or more of products. %ccording to constitution, in $angladesh &nilever $angladesh Ltd. have 95.:;8 share and government of $angladesh have <4.=;8 share.

2.2 Product and Service nalysis: &nilever $angladesh Ltd offers a wide variety of consumer goods to the people of $angladesh. Its operations are categori,ed into three categories+ + + + (ood 6ome care Personal care

&nder these three operations &nilever manufactures various categories of products and for each of those categories they have successfully established many brands. The product mi! of &nilever $angladesh Ltd is as following+

Marketing Plan for WhiteLight

!ousehold Care

"a#ric Cleansing

S$in Cleansing

S$in Care &ral and Care Personal %rooming (air Lovely Pond1s >e!ona -aseline Lakme %!e ) Pepsodent *lose&p

!air Care

'ea Based Beverage

-im

Wheel #urf .!cel

Lu! Lifebuoy /ove -aseline

/ove #unsilk *lear

Taa,a

&nilever $angladesh Ltd produces pure consumer goods. #ome its brands are produced locally in $angladesh and some are imported from other regional factory of &nilever, like Thailand, *hina, and &? etc. In $angladesh the company has a #oap Manufacturing factory and a Personal Products (actory located in *hittagong. $esides these, there is a tea packaging operation in *hittagong and three manufacturing units in /haka, which are owned and run by third parties e!clusively dedicated to &nilever $angladesh.

2.2 Capital Investment: The capital e!penditures of &nilever have generally been moderate. This allows &nilever to use its cash resources for other business investment purposes.

Marketing Plan for WhiteLight 2.( Logo and Slogan:

(igure@ Logo of &nilever $angladesh Ltd.

7ur slogan isA )"eel good* loo$ good and get more out of life+

2., -ission: &nileverBs mission is to add -itality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people look good, feel good and get more out of life.

2.. /ision: The four pillars of our vision set out the long term direction for the company ' where we want to go and how we are going to get there@ We work to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big difference for the world. We will develop new ways of doing business that will allow us to double the si,e of our company while reducing our environmental impact.

Marketing Plan for WhiteLight 2.0 &#1ective: 7b ective means the 0goals1 that the business must achieve in order to meet its wider business ob ectives. &nilever1s ob ectives are+ Crowth in market share *learer product differentiation Long term brand value to customers /ecrease customer ac"uisition costs 38 per year *reating and launching new products D services ' 0Innovation1

2.2 Current -ar$eting Situation: 2.2.1 S3&' nalysis The following #W7T analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing &nilever $angladesh Ltd.

Strengths: In depth industry e!perience and insight Largest amount of share in the market 6aving a good number of established brands %n e!cellent distribution network *ompetitive advantages

Marketing Plan for WhiteLight 3ea$nesses: >eliance on outside raw materials #o many substitutes available in the market Lack of control in the market. If any disruption arises between company and distributor then the whole market suffers. Lack of informational reliability, since the market is too large

&pportunities: Participation within a growing industry &tili,ation of changing lifestyle of people for increasing demand #cope of e!panding the market vertically and hori,ontally %pplication of new tactics and surprise packages Eiche marketing

'hreats: Threats of the market challengers % negative effect on people1s spending because of the current financial crisis .!istence of political unrest though out the country

The moto of &nilever is to hold its strengths the longest time possible. It is also working constantly with a view to using its opportunities at best. In spite of being the market leader &nilever $angladesh has some weaknesses and threats. Its research department is working hard to make strategies to overcome those weaknesses and threats.

Marketing Plan for WhiteLight

2.2.2 Industry nalysis: &nilever $angladesh Ltd produces pure consumer goods. #ome its brands are produced locally in $angladesh and some are imported from other regional factory of &nilever, like Thailand, *hina, and &? etc. In $angladesh the company has a #oap Manufacturing factory and a Personal Products (actory located in *hittagong. $esides these, there is a tea packaging operation in *hittagong and three manufacturing units in /haka, which are owned and run by third parties e!clusively dedicated to &nilever $angladesh.

2.2.( Competitive nalysis: In the market of consumer goods &nilever $angladesh Ltd is considered as the market leader. %s a market leader there is always a risk to be attacked by the market challengers. #he, &nilever1s strategy is to defend their market share by being premium in service, having full+line strategy, e!tensive and efficient dealership system and good financing. In $angladesh the ma or two challengers for &nilever is 0#"uare Toiletries Ltd1 and 0Proctor ) Camble Ltd1.

Marketing Plan for WhiteLight

Chapter (
Product profile: (.1 3hite Light 4 'ooth 3hitening System: % product can be defined as anything that can be offered to a market for attention, actuation, use or consumption that might satisfy want or need. In this marketing plan our concerning product is tooth whitening system. WhiteLight is a revolutionary new system that incorporates light technology to whiten our tooth fast. Light treatment is the latest whitening techni"ue used by dentists. The uni"ue, patent pending WhiteLight is designed to be used at home and is e!tremely easy to use. The advanced light combined with the specially formulated gel, rapidly removes surface stains and penetrates deep to remove embedded stains. Works great on stains caused by coffee, tea, smoking, red wine, fruit uice, cola, aging and more. F3hiteLight+ tooth whitening system will basically be a shopping product that people will buy less fre"uently at higher price and fewer purchase locations.

(.2 "eatures: Whitens in ust 25 minutesG #imple to use. .asy to maintain.

(.( Pac$aging: Packaging involves designing and producing the container or wrapper for a product. Traditionally the function of packaging is to hold and protect the product. $ut in recent days it is recogni,ed that packaging perform many sales task from attracting attention to describing the product and to make it to sale. (or our new product we will do regular pac$aging* in this package we will keep the WhiteLight + Tooth Whitening #ystem independently. It will be packaged individually.

Marketing Plan for WhiteLight .ach package contents@

2 ! White Light Tooth Whitening #ystem = ! tooth whitening gel 2 ! tooth silicone set = ! Lithium *>=5=; $atteries 2 ! "#ecrets To % $eautiful #mileH+manual

Eote@ There are two different color gels but both are the same. Packaging of 0WhiteLight + Tooth Whitening #ystem1 will be done in such a way so that we can draw the attention of people. The packaging will be done in such a way so it will be differentiated from other type of products and can deliver the message very clearly. It will identify the brand and also convey some descriptive and persuasive information about the product. Initially we will do packaging in the upper mentioned manners, but depending on the positive response in future we will plan to do packaging in other way, like+ We will try to offer the parts like formulated gel or whitener machine etc. individually.

(igure@ % sample of WhiteLight

Marketing Plan for WhiteLight

(., Level of product: (ive levels of WhiteLight + Tooth Whitening #ystem will be+ Core Benefit of the Product: It is a teeth whitener that will help to keep the tooth white. Basic product: $asic product will be+ the FWhiteLight + Tooth Whitening #ystemI it1s self and its logo. 56pected Product: .!pected product will be + its solution to white the tooth gently and attractive packaging, reasonable price etc. ugmented Product: This whitener does white the tooth by using formulated gel, which cannot do any other product in $angladesh. Potential product: If we will cut the price after having positive response, we give e!tra amount etc.

(igure@ Level of product

Marketing Plan for WhiteLight

(.. BC% %ro7th -atri6 nalysis: %s it1s a new product for &nilever, other products are popular and already achieve stars. Therefore comparatively we are hoping in the starting time we can gain Juestion marks for FWhiteLightI. Though people are now more conscious about teethA white teeth and bright smile is part ones personality. #o we are assuming people are more comfortable to spend money on whitening teeth. When we will enter the growing market initially we will be able to grab small amount of market share so we should apply Build Strategy by in ecting cash to increase market share and to make this product stars. 8elative -ar$et Share -ar$et %ro7th 8ate Stars 9uestion -ar$s

Cash Co7s

:ogs

(igure@ $oston *onsulting Croup %pproach (.0 Segmentation process: In our marketing plan as we are producing same product to all consume, which refers to mass marketing means no segmentation by demographic, geographic, behavioral etc.

(.2 'arget mar$et selection process: The target markets for our new product FWhiteLightI Tooth whitening system will be+ + + + #imply those people who have tooth. Mainly the urban area people, we will focus on the big cities of our country. People who want safe tooth whitener in an easy way.

Marketing Plan for WhiteLight + People who are not interested go to dentist for tooth whitening but feel comfortable spending money on tooth whitener. Though our product is totally new in $angladesh not so much people are aware about the product therefore primarily we are focusing urban area people of some big citiesA so single segment concentration is our selective pattern of target market selection for this product.

(igure@ #ingle segment concentration (.; Product Life Cycle Stage: %s we are making a marketing plan for WhiteLight + Tooth Whitening #ystem, which is a new product and not available in the market so it1s still in product development stage, however we e!pect that when it will enter the market it will in introduction stage where sales will low but a increasing rate, and our target is to go in maturity stage for higher sale and higher profit.

Marketing Plan for WhiteLight (igure@ Product life cycle stage (.< Product :evelopment: Initially now we are offering very basic facilities through our product but after several years we are planning to develop our product in following sectors+ /ifferent flavored formulated gel >echargeable whitening machine though its now powered by battery

(.1= Consumer Buying Behavior: In this situation consumer buying behavior can be !a#itual Buying Behavior because in our country this product are not available from other brands therefore when they will decide to buy this product they will have low involvement. (.11 Steps in the Consumer Buying Behavior: WhiteLight is really appropriate to those people who are very look conscious. $ecause of their consciousness may be they will recogni,e their needs. $y our marketing they can be aware about the product and search more information from dentists and also by surfing internet. If they are interested about our product consumer can buy the product from some of our outlets. %nd we are hoping this product will satisfy their needs. (.12 S3&' nalysis of the product:

Strenghts #trong $rand Image e#ervices and technology (aster tooth whitener .asy to carry

3ea$nesses 6igh Prices (ewer purchase location

Marketing Plan for WhiteLight &pportunities /iffernt color gel /ifferent flavore gel

'hreats *ompetitors can produce #erving at lower price Price of raw materials can go up

Chapter ,
Pricing Strategy: ,.1 Price setting: Price is the amounts of money customers have to pay to obtain the product. Cenerally in setting price companies follow the following steps@

Select the price o#1ective

:etermine demand

5stimate costs

naly>e competitor price mi6

Select pricing method

Select final price %s WhiteLight is a new product in our country so we will follow the followings@

Marketing Plan for WhiteLight 7ur price ob ective will be ' Ma!imi,e current profit and increase sell. It will be inelastic demand. $ecause people who are look conscious will use this product and actually price will not be an important matter to them. $ut also as most of our country people are price sensitive so we will try to keep lower and reasonable price. Total costs will depend on the price of the ingredients, cost of producing the product, costs of packaging, costs of promotion activities and the company1s fi!ed costs. In $angladesh no other company is selling this kind of tooth whitener, so we have no local competitors. %fter estimating costs we will add mark up value to get minimum profit. Then we will set the final price. (or the premium package we will add less mark+up, as the gel and whitening machine will be packaged together. ,.2 Pricing -ethod: %s we mentioned that we will add mark+up value to determine the price by using mark+ up method so our aim will be to keep the price in between Tk.2;55 to Tk=555. $ut the e!act amount will be set based on the upper mentioned factors. ,.( Pricing Strategy: *onsidering FWhiteLightI as a new product in our country and this is already popular in other countries we will use FMarket #kimmingI pricing strategy. We hope that buyer willing to pay our settled price.

Marketing Plan for WhiteLight

Chapter .
:istri#ution or Location Strategy: ..1 :istri#ution Process: &nilever is doing this ob "uite efficiently for its e!isting products. (or 0WhiteLight + Tooth Whitening #ystem1, at first we will launch it in two big cities+ /haka *ity and *hittagong *ity. /epending on the positive response in future gradually we will e!tend the market of this product in other divisions. The distribution process of WhiteLight + Tooth Whitening #ystem will be same as the company1s other products, which is as following+ Consumers The final consumers

8etailers

The retail stores

3holesalers

7wn distributors

-anufacturer

&nilever itself

-anufacturer:

Marketing Plan for WhiteLight We will produce this new product by our own and we will also make the formulated gel, whitening machine of the dental floss by our own.

3holesaler: &nilever has its own distributors who will buy the wholesale amount and sell these to the retailers. 8etailers: >etailers will buy the products from distributors and sell these to the final consumers. Consumers: People can get it in superstores, big pharmacies etc. We will place this product mainly in urban areas of /haka *ity and *hittagong *ity of $angladesh with &nilever1s e!ceptionally good channel of distribution.

..2 Level of :istri#ution Channel: %s &nilever have their own distributors who are working as wholesaler, and they are sell the product to the retailers from them consumer buy the product. Therefore, we can say two level of distribution channel is followed by the &nilever.

..(:istri#ution or mar$eting Channel systems: &nilever are using conventional distribution channel as this company consisting of independent producer and one or more independent wholesalers and retailers and also they have no negotiation method to resolve the problemA if any problem arise. They are doing their individual work by their own.

Marketing Plan for WhiteLight

Chapter 0
Promotional 'ools: Promotion means activities that communicate the merits of the products and persuade consumers to buy it. #o our targeted audiences are mainly the potential user of our product. Though we specially targeted urban people, our main promotional concern will go on them. We will do different types of promotional activities to introduce and create awareness about our FWhiteLightI to the people. 0.1 dvertising: '/ advertising : (or this product we will provide the information in such a way that will include that, F&sing whiting toothpaste is not always effective for everyone and visiting to dentist for whiting is uncomfortable for some people and it takes a long time. $ut as our FWhiteLightI Tooth whitener is very small and light product and easy to use for any one at home, it will be able to whiten our teeth "uickly and safely and as the gel is of meant flavor, so it will also help us to have fresh breadth. #o, we should use this Tooth whitener.I In these advertisements we will use either people or animation or both of them together. It will be decided according to the costs. 35 7ill also pu#lish attractive* colorful and informative advertisements in radio* ne7spapers* internet* maga>ines and on #ill#oards in regular #asis. 3e can do sponsoring and event organi>ing and campaign as our promotional activity.

Marketing Plan for WhiteLight 'estimonial advertising: It refers to use influential or believable people in advertising. In this case we will deal with dentists, as they are most believable to the people in case of the matters of teeth. We will make a deal with them and they will suggest people to use our Tooth whitener. We will also give free samples to the dentists, so that they can use it to their patients and they will also suggest our FWhiteLightI Tooth whitener in the prescriptions of their patients. 0.2 Sales promotion: We will give free samples in dental clinic, educational institutions like dental college, hospital and also in super stores. The "uality of those free samples will be smaller than the original one. /epending on the costs and future positive response we will plan to make more varieties of advertisements and will give attractive sales promotion to grab and retain more customers.

*ommunication $udget
-edium 'elevision Ae7spaper &utdoor 8adio Sponsoring B event organi>ing dditional Campaign Cost %rand 'otal Cost in '? ;,=<<,555 =,9<5,555 K,3:5,555 =,5=2,555 ;,3<5,555 =,=95,555 22*;,,*=== @ of 'otal Cost ==.458 22.;<8 =2.<=8 3.3K8 =;.;=8 4.348 1==@

0.( Pu#lic 8elation: To e!tend market or to introduce the product to people marketers need to create public relationship. &nilever always tries to create events and stories, which automatically come to press attention public gets to know about their product. (or our new product FWhiteLightI we will try to do the following activities@

Marketing Plan for WhiteLight

We will arrange press conferences and will try to have renowned dentists in We will try to arrange seminars in schools, colleges, universities and medical response because now a day young people are much

those programs, so that the information and messages seems trustworthy to the people. positive colleges about the usefulness and benefits of using WhiteLight. We think it will bring more more concern about their look. In these seminars we will give free samples. In future if possible we will also try to sponsor some events and show to attract more customers and to capture strong places in the minds of the consumers.

Marketing Plan for WhiteLight

Chapter 2
ction Program: &nilever $angladesh Ltd has a very well+structured organi,ation. .very department of it does its ob very efficiently. The marketing plan which we have made will be implemented and accomplished by different departments. (irst of all the plan will have to be approved by the top level e!ecutives. 7nly after the approval it can start its function. The strategies regarding the product, its promotional activities, price setting all will be done by the marketing department. The ob of designing the product, manufacturing and packaging will be accomplished by the production department. (inance department will be responsible for budgeting and financing the product. Like other brands of the company, a brand manager will be assigned for 0WhiteLight + Tooth Whitening #ystem1 to administer overall activities of the product.

Marketing Plan for WhiteLight

Chapter ;
;.1 Pro#lem Identification: &nilever is a establisher organi,ation in our country so it have not that much problems. 6owever, WhiteLight is a new product in $angladesh therefore it have some problems, which are given below+ 6igher Price Lower purchase location Eot aware about the product Eo segmentation

;.2 8ecommendation and suggestion: We have come up with some recommendation and suggestion that will help to develop the product and make the product more competitive. 7ur suggestions and recommendations are the following@ &nilever should take initiative to reduce the price. $ecause without upper class people this product1s price is unaffordable for other classes people. &nilever should increase their distribution in other cities as it only available in /haka and *hittagong. &nilever should make people aware by increasing their advertising, sales promotion and public relation. &nilever should segment their customer by producing different flavored gel like for male+ mint, vanilla and for female+chocolate, strawberry.

Marketing Plan for WhiteLight

Chapter <
Budgeting: This section will offer a financial overview of FWhiteLightI Tooth whitener as it relates to the marketing activities. The tooth whitener will address break+even analysis, sales forecasts, e!pense forecasts, and how they link to the marketing strategy. Brea$ even analysis: 6ere we have tried to analy,e several price figures to determine the price that best suits our product and the company. $reak+even volume L fi!ed costD Mprice+variable costN L 355555D M2355+2=55N L <555 units

Price Tk.2;55 Tk.2355 Tk.=555

Brea$4even volume 9555 <555 ==;5

56pected sales units =5,555 23555 2<555

'otal revenue <5555555 <=K55555 =9555555

'otal cost =K355555 ==K55555 29K55555

Profit ;=55555 25555555 4955555

ssumptions@ (i!ed cost L Tk.355555 -ariable cost L Tk.2=55 per unit Per unit cost L Tk.2<;5 (rom here we see that, if we set the price at tk.=555, the monthly break even volume is only ==;5 units. $ut at tk.2355 the break even volume is <555 units which is a bit high but we are having highest profit 25555555tk. #o we have decided to go for tk.2355 per unit where the company will be able to gain <:.; percent profit per unit. The break even analysis is shown in the figure@

Marketing Plan for WhiteLight

Sales forecast: WhiteLight feels that the sales forecast is conservative. It will steadily increase sales as the advertising budget allows. %s this WhiteLight will be available in both pharmaceutical stores and super markets, so in the following table we can see its sales forecast@ Sales pharmaceutical stores Super mar$ets 'otal sales 2=1= Tk;=5555 Tk.<25555 Tk.3<5555 2=11 Tk.3;:355 Tk.;5=;55 Tk.2<95<55 2=12 Tk.25;=555 Tk.::5555 Tk.23==555 2=1( Tk.:;95;5 Tk.;4=555 Tk.2<K35;5 2=1, Tk.42=;55 Tk.:43;=5 Tk.2:225=5

:irect cost of sales pharmaceutical stores Super mar$ets 'otal Cost of sales

2=1= Tk.K25555 Tk.=95555 Tk.9:5555

2=11 Tk.:39;55 Tk.K4==55 Tk.2=:3:55

2=12 Tk.33:<55 Tk.:29255 Tk.295<K55

2=1( Tk.934=55 Tk.;295;5 Tk.2=5;=;5

2=1, Tk.3;5=55 Tk.:59<55 Tk.2;;9;55

Marketing Plan for WhiteLight %t the beginning, WhiteLight will have slow sales as it will be launched first time in the market. In the ne!t year hopefully this product will have increased sales. When the sale of the product starts to decline, proper promotional activities will be undertaken to push up the sales.

1200000 1000000 800000 600000 400000 200000 0 2010

Craph@ #ales forecast of FWhiteLightI Tooth whitener

Pharmaceutical Store Super Market

2011

2012

2013

2014

-ar$eting 56pense Budget: The e!pense forecast will be used as a tool to keep the department on target and provide indicators when corrections and modifications are needed for the proper implementation of the marketing task. The marketing e!pense is high in the beginning of the product. %s the product goes towards its maturity level, the e!pense starts to settle down a bit. Then again after the maturity stage the marketing e!pense needs to increase as promotional activities are increased for larger sale.

Marketing Plan for WhiteLight -ar$eting e6pense #udget %dvertisementsMnewspaper ) T-N *ampaign *ost #ponsoring ) event organi,ing #ales promotion Total sales ) marketing e!pense Percent of sales 2=1= ==5555 ;5555 <5555 2=5555 K=5555 ;5.98 2=11 239;55 <;555 ;5555 45;55 <9=555 =9.928 2=12 2:<=55 =2=55 K2=55 39;=5 <==2=5 2:.9:8 2=1( 2;3K55 25=55 <==;5 ;<955 =;KK;5 23.3:8 2=1, 23:455 =3:55 92=55 9=;25 <K5<25 =2.398

Sales vs. 56pense:

2000000 1800000 1600000 1400000 1200000 1000000 800000 600000 400000 200000 0

Sales Expence

2010#ales vs.2011 2012 2013 Craph@ .!pense of FWhiteLightI Tooth whitener

2014

Marketing Plan for WhiteLight

Chapter 1=
Contingency plan: The ob of monitoring performance comes after implementing the plan. It is important to monitor whether the ob is being performed as it is planned. If not then corrective methods must be taken. :ifficulties and 8is$s: Problems generating a sufficient customer base. Ceneral public may not demand the product.

3orst Case Scenario: /etermining that the business cannot support itself on an ongoing basis. 6aving to li"uidate e"uipment to cover liabilities.

Marketing Plan for WhiteLight 8eferences: http@DDwww.u!sight.comDproductDK9<KDfast+whiten+white+light+tooth+tooth+ whitening+system.html http@DDwww.provenmodels.comD29 http@DDwww.25mintoothwhitening.comD http@DDimages.google.comDimagesOhlLen)"Lproduct8=5life8=5cycle 8=5stages)umL2)ieL&T(+3)saLE)tabLwi