1.

Target Market Profile:

Geographic Demographic Psychographic/Behavioural

Area: Urban, sub-urban, Age: 3 to (55-60) Attitude: Positive. Nostalgia,

and rural. (As we are going something different(new
for mass marketing). Gender: All genders (both) flavours)

Location: initially Dhaka,
Chittagong, Comilla,
Sylhet(then, based on
growth, move on to rest of
the divisions)
Income: around 30,000 BDT
or more monthly
Family size: Nuclear and
extended
Education: Any. (not a big
factor because its an
affordable consumption
product)
Occupation: Student,
Corporates, Homemakers etc
(All)
Benefit: Good taste, natural
flavour, healthy ingredients,
no harmful chemicals used
Lifestyle: All types of people
(extrovert, introvert,
traditional, contemporary
etc.)
Volume: Regular and
occasional usage
Perception: Healthy milk
based drink that reminds you
of milkshakes from
childhood (Just like Ma used
to make).

Values/culture: National

Secondary Customers:
1. Dealerships all over the country
2. Wholesaling to Schools and offices (canteen)
3. Contracts for selling to different events such as parties, meetings etc.
4. Food festivals based on different cultural and religious events
2. Brand Elements:
2.1. Name:MilkTreats
Justification: As our product is a milk based product, we kept the word/term Milk in it.
Alongside this, we have treats. This is to convey that these are flavoured milks which are
like treats, unlike regular milk which is often flavourless and disliked by children. Hence, the
aim is to replace that thought of a boring milk flavour into something more adventurous and
zingy. The extra s after Treat indicates that it is plural; meaning, we have many flavours,
i.e. - many treats.

2.2. Logo and Symbol:

Justification: The logo is made to indicate that it is a dairy product and it is made in such a
way that it conveys the message that it is a liquid product. We also included a cow to further
enforce our case. We have written the name on a splash of milk.

Note that for different flavours, the black colour of the logo will be substituted with the
colour that compliments that flavour (for both the logo and the packaging). For example,
mango flavour will have a yellow-orange colour instead of black, strawberry will have red,
chocolate will have brown etc. (The black and white one will be used only for our Vanilla
flavoured milk).

2.3. Tagline: Its a Treat, Not just Milk

Justification: MilkTreats is meant to be a flavoured milk based drink, not just boring/bland
milk. So the idea is to establish that MilkTreats is something to look forward to, something
that brings you joy and excitement.

2.4. Slogan: Just like Ma used to make

Justification: One of MilkTreats main goals is to tap into the nostalgia in consumers minds.
Therefore, the term Just like Ma used to make will trigger old memories in their minds and
will have a behavioural impact on their decision and choice. Through this tagline, we hope to
also ensure that consumers get a sense of safety as we are not going to be using any harmful
chemicals. This has coherence as the term Ma is always associated with safety.

In our IMCs and other advertisements and campaigns, we aim to use this slogan to tap into
consumers emotions.

2.5. Character: MilkBro

Justification: Our character is named MilkBro. We used a cow because it indicates that our
product is dairy based. As it is animated, it will also be easy to remember and will gain the
attention of children and youngsters who are a vast part of our target market. We used the
terms Milk and Bro because, Milk indicates milk based product as mentioned earlier and
we used the term Bro because in the current generation, the term bro is used as a greeting
and is a very common and trendy words used to address friends, irrespective of gender.
Therefore, the name MilkBro will draw attention and interest of people of all ages.
Lastly, with the cape, we indicated strength as a cape indicates a super being (example-
Superman, Batman etc.)

2.6. Brand Mantra: Flavoured Milk beverages, just like you remember

Brand Function Descriptive Modifier Emotional Modifier

Milk Beverages Flavoured Just like you remember

Brand Function: Indicating that we are a part of the milk based beverage industry
Descriptive modifier: our products are flavoured
Emotional modifier: just like you remember indicating that its just how you
remember them tasting back in childhood (taps into nostalgia)

2.7. Our Company Values:

1. Local: MilkTreats is a brand by Ifad Group Bangladesh. Meaning, we are a

Bangladesh based company. None of our raw materials for MilkTreats is imported,
therefore it is a totally in-house product.
2. Safe and harm-free: Most of our ingredients are 100% natural and the chemicals we
do use are not harmful.
3. Nutritious: our product contains vital nutrients that give you strength and endurance
4. Packaging: First to introduce bottled milk drinks. This ensures high quality
maintenance.
5. Best Quality
6. Social Resposibility

2.8. Packaging:
It is an important aspect and is important for any product. It ensures safety, provides
information and also plays a role in purchase behaviour. For MilkTreats, our bottled packages
are one of the PODS. We will be the first ones in Bangladesh to introduce flavoured milk in
bottle form. For now we will be focusing on up to 1 litre plastic bottles only with a tetra
lining inside. In future, we are hoping to introduce other sizes for bottles too.

Other than our trademark bottles, we will also provide small packs of 250ml and 500ml.

According to placement: Strawberry, Mango, Macha, Vanilla, Chocolate

In the figure above, some of our flavours have been illustrated in the bottles.

The nutrient contents will be displayed at the back of the bottles. This will
show all the ingredients, the dates of manufacture and expiration, certified seals etc.

The smaller package models of 250ml and 500ml:

Our packaging will provide few important things:

Protection
Information about ingredient
Recyclable
Eco friendly

As MilkTreats is a new brand and the people of Bangladesh do not know or know very little about
this flavoured milk, at first they will not be interested to buy or spend much on this kind of products.
Also, price of MilkTreats is bit higher than traditional milk or dairy products. Bangladeshis are price
sensitive. Keeping all this in mind, we are bringing sachet packet of 250ml size so that the people can
easily afford them. This will also help our brand because by these sachet packets we can induce the
usage of our products among the potential customers.

3.1. Straddle Positioning

Competitors Point of Parity Point of Parity Point of Parity Point of
(Categorical) (Competition) (Correlation) Difference

RD 1.Dairy Product 1.Wider range of none 1.Small plastic

packaging packages
2.Flavoured available
milk

3.No harmful
chemicals

Starship 1.Dairy Product 1. First 1.old but still none

flavoured milk going strong
2.Flavoured in BD
milk

3.No harmful
chemicals

Aarong 1.Dairy Product 1. Largest 1.Affordable 1. Yoghurt

market and reliable drinks
2.Flavoured
milk

3.No harmful
chemicals

MilkTreats 1.Dairy Product 1.More flavours 1. Though prices 1. First bottled

are a bit higher, flavoured milk
2.Flavoured 2. Natural so is the quality in Bangladesh
milk product
2.New and 2.Fully
3.No harmful unique Bangladeshi
chemicals products.

Justification: MilkTreats is a new brand launched by Iffad. MilkTreats has more flavours than
any of its competitors. No harmful chemicals are used and most of the raw materials are
100% natural. It is the first ever bottled flavoured milk in Bangladesh. This ensures the
product is secured well until opened. Prices are a bit higher but thats the premium for the
bottle and higher ensured quality. Lastly, all of the raw materials required are made and
extracted in-house in Bangladesh. Nothing is imported.
4. Brand Resonance Model:

4.1 Brand Salience:

Salience dimension:
Depth of brand awareness:

Recall:

Using Brand Name: we will use Our Brand name MilkTreats as much as possible on every
IMC campaign to set the brand name on evoke set of target customers.

Through story telling: we will provide our information like our brand value, benefits through
a story and situation.

Category structure: we are using product category structure that will help our consumer to
organize our brand in their memory.

Recognition: we are using our brand elements; in every IMC campaign so that people can
easily recognized our brand. We have developed our Character MilkBro and symbol that
reflect our brand meaning and images. We are more focusing on the word Flavoured,
MilkBro and Remember so that whenever they hear those words our brand comes on their
mind.

Breath of the brand awareness: (Mentioned in ad stories)

Consideration:

Category Structure:
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