CHAPTER-1

SITUATION ANALYSIS

1.1 Product Review

Neemosol is a product that serve different segment of customer. The product is made
from neem, which is unique in the current market. The Neemosol will be processed
and sold in cans of convenient sizes of 250 ml, 500 ml and 800 ml. It will be health and
environment friendly to health conscious people.

1.2 Market Summary

Bangladesh is a country of about 152.4 million people. The total market size of the
aerosol industry is about 20 million and day by day it is increasing. We have a spread
nationwide market of different convenient product. People are nowadays very much
concerned about the market and product conditions. So I have a growing prospect of
customers of Neemosol. Among the population I worked out few segments of
customers who will prefer my product most.

1.2.1 Target Market

Our target markets are separated into three segments. The segments are Middle class
Family, Higher - Middle class Family, Higher class Family and also for hospital, shop.
The segment details are as follows-

Middle Class Family

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Middle Class Family is vast population of our country and they dont prefer aerosol spray
that much. They used coil instead of aerosol. But we will try our level best to attract them
with our Neemosol Spray.
Higher - Middle Class Family

Higher Middle Class Family is health conscious and therefore they prefer the product
that will keep away from diseases or any harmful hamper to their body. They are very
much conscious about product quality and price and our product is quality maintained
and affordable.

Higher Class Family

In the Bangladesh there are many high class families who are try to use best product in
market. If the price of that product higher than other they dont hesitate to buy. Our
Neemosol Spray provides good quality, nice smell and finally no harmful hamper to
health or nature.

1.2.2 Market Needs

Above we describe about our target customers. They all need best quality within
reasonable price. We are providing best aerosol spray now in market. This aerosol spray
made from neem tree. We reduce the harmful chemical in its and mixed neem with it.
Thus our product becomes unique from other. We also reduce our prices of our aerosol
spray. By doing all these we will be able to fulfill our customers needs and wants.

1.2.3 Market Trends

We are going to introduce our new diversified aerosol spray product initially in 250 ml,
500 ml and 800 ml cans. It will be launched in steel cans. It will be launched in different
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prices like 150tk, 250tk & 350tk. According to the survey the target market growth rate is
increasing. Thus we will attract our customers by our price and also quality.

1.2.4 Market Demographics

Geographic:

For the urban and sub urban and rural areas citizen of all over the country.

Especially for the convenient transportation areas.

Demographic:

Children generally under teen-age.

Young generation generally under age range 13-25.

Educated people and conscious parents.

Psychographic:

The lower middle class, middle class, and upper middle class.

The conscious people.

Behavioral Factor

Those who have negative idea about the aerosol.

Those who seek good quality.

The non-users and regular users of the aerosols.

Those who are aware about the bad effect of the aerosols.

1.2.5 Market Growth

Now-a-days people are getting more aware of using product which is eco-friendly and
harmless. So Neemosol Spray could be a good product to capture the market. Again the
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market size is growing faster and customer growth has risen. This customer growth rate
can be forecasted to gain better market share.

1.3 SWOT Analysis

1.3.1 Strengths
Available input materials
Low production cost
Strong distribution channel.
Easy manufacturing process
Reasonable price
Strong brand name in the aerosol industry.
Totally nature & health friendly product.

1.3.2 Weaknesses
Limited financial resources.
Less product Classification.
New in the Market.

1.3.3 Opportunities:
No Competitor in the market.
Might have a chance to get subsidies by Govt. to export
Existing distribution channel will be used.
High growth rate in this industry.

1.3.4 Threats:
Competitor can produce the same product.
Uncertainty of launching a new product.
Downward pressure on pricing.
Political instability, economy etc.
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1.4 Competition
Our product is new in this industry therefore primarily we dont have any competitor. In
the market there are lots of other aerosol sprays like ACI, Mortein, Xpel etc. who have
acquired a significant portion of the market but they are not health and environment
friendly. So our chance of success is higher. But when we will enter the market and
capturing other companies market share they will not sit down. They will try to
introduce product like us or will make a new one. But the unique features of Neemosol
will take it far beyond the reach of the competitor to start a new product and it need a
separate production process to manufacture.

1.5 Product Offering

Neemosol Limited produces aerosol from neem leaves. To give customers a totally new
experience of using aerosol, first time I am launching this aerosol which is made from
neem and also health and environment friendly. People who will use this aerosol will not
need to go out of the room after spraying it which is essential for regular aerosol.

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1.6 Keys To Success

Uncompromising commitment to the quality of the product.

Building customer awareness about the product.

Ensure total customer satisfaction.

Identifying the right introductory price for the product.

Communicating differentiation and quality through personal interactions and media.

1.7 Critical Issues

Understanding the Competition

Getting in Front of the Right Customer

A Unique Selling Proposition

Test Before Leap

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 Public Relations and Media Involvement

Understanding The Product Life Cycle

CHAPTER-2
MARKETING STRATEGY

2.1 Mission
Neemosols mission is to achieve business excellence through caring environment,
providing quality products, understanding, accepting, meeting and exceeding customer

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expectations. Neemosol Limited follows International Standards of Quality Management
to ensure consistent quality of products to achieve customer satisfaction.

2.2 Marketing Objectives

Creating a cost effective marketing plan

Building customer awareness

Introducing the product's benefits

Differentiate the product from competitor products

Maintaining high customer satisfaction

Sell out of the product within a deadline of product introduction

2.3 Financial Objectives

Achieve 20% market share at initial stage.

Increase gross margin more than 15% at the end of the year.

Increase sales by 25% per year.

2.4 Positioning
Positioning is the act of designing the companys offering and image to occupy a
distinctive place in the mind of the target market. Actually our strategy is to grab an
unoccupied position. Our market positioning strategy is given below in a table:

Company& Target Benefits Price Value

Product Consumers Proposition

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 Neemosol Health & Quality No need to go At an affordable Nice smell,
Spray conscious out of the room price for the neemosol spray
consumers of after spraying middle class, from the pure neem
aerosol higher middle at a moderate price.
it, environment
class and upper
friendly and
class families.
nice smell.

2.5 Strategies
Providing the best service to create high customer satisfaction

Reasonable and acceptable pricing

Promising and providing top quality product

Launching highly effective mass promotional activities

Continuous innovation and modification of the products

Creating and maintaining long term customer relationship

Creating Brand Loyalty among the target consumers

2.6 Marketing Mix

Product:

Our product will enable our customers to have a different experience to try our
aerosol. They will be able to differentiate our product in quality which is unique in the
aerosol market.

Price:
We are going to introduce our new diversified aerosol spray product initially in 250 ml,
500 ml and 800 ml cans. It will be launched in steel cans. It will be launched in different

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prices like 150tk, 250tk & 350tk. Now-a-days people are using liquid vaporizer as it does
not have any smoke or bad scent. With our new product we will attract new customer.
According to the survey the target market growth rate is increasing. Also we will attract
our customers by our price and also quality.

Place or Distribution:
We will primarily use our existing distributors for distributing our new product
Neemosol Spray then; we will make some new channels and assign some distributors to
promote our new product to all over the country. So we are going to deal with this chain:
We will use mobile shop in the shopping malls, offices and crowded areas so that people
can purchase the product easily when they like to consume. We will make our consumer
by Value Delivery Network.

Advertising and Promotion:

The most successful advertising will be through Television Channels, FM Radio,
Newspapers and Facebook which is very much popular now-a-days. We will also use
some bill-boards and leaflets and we will hold a sport event to promote the product. We
will also do promotional campaign to different universities.

2.7 Marketing Research

Feedback from market tests, surveys and focus groups will help us to develop our
Neemosol. We are also measuring and analyzing customers attitudes toward competing
brands and products by surveying in the households. Brand awareness research will help
us to determine the effectiveness and efficiency of our messages and media. Besides
introducing questionnaire to investigate customer wants and satisfaction.

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 CHAPTER-3
FINANCIALS
3.1 Break-Even Analysis
Cost Taka
Direct material 20
Direct labor 10
Indirect material 11
Indirect labor 9
Fixed cost 23
Manufacturing cost 20
Sales & Promotion 27
Total Cost: 120

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At the very beginning, we want to go for Taka 60,000 Pcs production. And producing
price is to be Tk. 120 for 250 ml. This is our variable cost. Our selling price is = 150
taka. Our fixed cost is Taka 1,380,000. Contribution margin = 30 taka [150-120]
So our total cost is = {1,380,000+ (120*60,000)} Taka = 8580000 Taka

Break Even Point

Break-Even Quantity = (1380000/30) Pcs = 46000 Pcs

Break-Even Sales = (46000 * 150) Taka = 6900000 Taka
Here we do the break even analysis only for 1 product (250 ml)

3.2 Sales Forecast

Expected Sales (Per 150 ml. 250 350

year) Cans ml. ml.
Cans Cans
2016 5000000 450000 130000
0 0
2017 5500000 500000 150000
0 0
2018 6000000 560000 200000
0 0
2019 6500000 600000 230000
0 0
2020 7300000 650000 245000
0 0

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3.3 Expense Forecast

Personal 11000 15550 16500 17500 22050

Selling 0 0 0 0 0
Advertisi 55000 855000 900000 110000 135000
ng 0 0 0
Sales 25000 420500 490000 555000 652500
Promotio 0
n
Total 91201 143301 155701 183201 222502
Marketin 6 7 8 9 0
g
Expenses

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 CHAPTER-4
CONTROLS

4.1 Implementation

2016: Initiating sales promotion to educate dealers and advertising.

2017: Gaining at least the sales revenue in this year we projected.

2018: Reaching the break-even point.

2019: Increasing sales volume at a slight amount .

2020: Gaining satisfying profitability.

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4.2 Marketing Organization

Chief Marketing
Manager

Advertising Manager
Sales Manager Promotion Manger

Regional Sales
Advertising Analyst Promotion Analyst
Officer

4.3 Contingency planning

Difficulties and Risks

As a new product, we may have to suffer if we cannot persuade the consumers.

In the first year it is risky to make every consumer believed that ours is the best
quality product.

Worst-Case Risks

Other potential competitors may produce products with the same features.

If the competitors decrease their price, initially we wont be able to decrease our
price as we are just launching our product.

CHAPTER-5
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 CONCLUSION

We all know that, todays fast moving world respect the new, innovative ideas. To keep
the same pace with this situation our company had decided to launch an aerosol spray
and it has a bright future in its market. As the product is innovative, the consumers are
going to appreciate it. And according to the R&D department this product will be a
strong product mix for our company. And once our Neemosol Spray will reach to the
hand of our targeted customers, we will be able to capture the market.

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