new toothpaste brand

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Smile odentMarketing Plan for new toothpaste

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-Prepared by-

Ali Arfi Shafat ChowdhurySabiha Shobnom MonikaM.D. Mostafijur Rahman

S.M. Nawroj ArefinSamia Safrin Urmee

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IntroductionBangladeshi

toothpaste brand focusing on oral care for lower income people.

Affordable PriceStronger, whiter,

healthier teeth and extra fresh breath.

Blue color

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Current Marketing Situation

Availability Of New Option

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Current Marketing Situation3 varients

Smile odent sensitiveSmile odent pro-healthSmile odent fresh breath

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SWOT Analysis

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SWOT Analysis Customers confuse

which flavors to choose as it seems like all has the same functions.

Colors and design on the packaging is rather pale compare with the others.

Contains no sugarClinically proven active

ingredients to help relieve sensitivity within 2 weeks.

Proven carried protection of fluoride

A variety of flavors and choices.

Helps protect against cavities, maintain healthy

teeth and gums.

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SWOT AnalysisMost of the people

would prefer to choose normal toothpaste because it is cheaper and they do not know it can also be used as normal toothpaste.

Some customers dislike the taste of Sensodyne, as it does not have strong taste like normal toothpaste.

Malaysian growing awareness of hygiene and product innovation.

With changing diet, tooth sensitivity is increasingly felt by all age groups.

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Marketing StrategyTargeting:Defining the abilities of the

company and resources needed to enter a market

Analyzing competitors on their resources and skills

Considering the company’s abilities compared to the competitors' abilities

Deciding on the actual target markets.

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Marketing strategy

Positioning:• Product attributes• Product benefits• Beliefs and values

Product line:More hygiene among the

entire toothpaste brands in the market proved by BSTI.

Safety, germ free, good smelled, healthy, hundred percent secure product.

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Marketing strategyDistribution:

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Marketing strategyAdvertising:BillboardRadioTV Commercial

Sales promotion:Using cricket team player or

local movie hero for the promotion of product.

Emotional and rational messages.

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Marketing Strategy

Brand Name

Smile ODent

Size Price

1. Smile ODent Fresh Breath 25gm 15Tk50gm 32Tk

100gm 48Tk2. Smile ODent Pro Health 25gm 17Tk

50gm 34Tk100gm 49Tk

3. Smile ODent Sensitive 25gm 19Tk50gm 36Tk

100gm 52TkAbove all will be available 5gm 4Tk

Pricing:

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Objectives and issues

Reduce the spread of oral care associated infections Provide a best product in an affordable price Bring smile in everyone’s face.

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Action plan

Targeted mallingsSeminarsNetworkingStrategic alliancesReferralsMedia placements

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Controls Earnings to the marketing department in order to determine company statistics. Report all toothpaste coupon usage by retail chain and region.Count of the number of member’s from:SmileODent SmileFacebookTwitter andMyspace.

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ConclusionTeeth are the strongest part of human body. But to take care of your teeth you need to brush regularly. Our target markets don’t have the idea of it. We will create awareness of using toothpaste. We believe our product will be successful. We acknowledge that there are lots of big competitors around and it will quite tough to compete with them. But our product has some unique values and specifically for specific target market. We are offering good quality product at affordable price range. We will focus on quality and we will be consistent on quality. Our target customer will be loyal if we keep continuing quality product with affordable rate.