white plus re branding
TRANSCRIPT
MKT465Sec 7Group 1
Presentation on White plus Toothpaste
NAME ID #
Md. Mobarak Hasan 1231025030
Asif Bin Hossain 1311451030
Mustafizur Rahman 1320937030
Abdur Razzak 1330371030
Khaled Khan 1330914630
Group Introduction
Industry Overview
• There are a number of toothpaste brands available in Bangladesh
• Some of them are manufactured locally and some of them are imported
The brands that are available are-
Close Up, Pepsodent, White Plus, Colgate, Meril baby toothpaste, Mediplus DS, Dabur Meshwak , Sensodyne etc.
Competitive Landscape• There are many renowned toothpaste brands operating in our
country
• Competitors offer various ranges of toothpaste
• Competitors successfully positioned in customer mindset and have
huge market share.
Competitors’ products offer-
• anti Cavity, Strong teeth, freshness, Expert protection, relief from
sensitivity, Germ check, Whitening, removing stains etc.
Introduction of White Plus• A Bangladeshi oral care brand that delivers square quality
• A product of Square toiletries
• White Plus has the combination of –
cavity guard fighting against cavities and bacteria,
power cleanser keeping teeth, gums and tongue clean and
plaque blaster killing the existing sticky layer of plaque in the mouth.
• Regular use will ensure pain-less bite every
single time your eyes fall on something
edible!
Re-brandingBrand elements:
Brand name: White Plus
Brand category: Oral care products
Brand Character:
Re-brandingBrand Positioning: “Teeth Guardian” “Strong white healthy teeth”“Be Confident”
White
Plus
Teeth Guardia
n
Strong
teethGerm Free
White
teeth
Complete teeth care
No sensitivity & pain
Re-branding
Emotional Modifier
Descriptive
modifier
Brand Mantra
Re-branding
Product:Toothpaste:
• White plus Advanced whitening Toothpaste
• White plus Complete 8 expert
• White plus Sensitive pro
• White plus baby care
Mouth Wash:
• Advanced daily cleaning
Products will be available different quantity and
we will do Sachet marketing for daily use and easy to carry
Re-branding
PODs:• Baby care products• Sachet marketing• A Bangladeshi Brand• Competitively low price• Complete 8 protection in one product
POPs:• Various ranges of product• Mouthwash• Quality
Re-brandingPrice:• Value based pricing strategy• Completive based pricing strategy
Place:• Our target is to distribute in every districts of our
country.• Will be available in every retail store and super
shops
Pepsodent Colgate White PlusPepsodent complete Colgate Pro White Plus complete
8 expertPrice - 250 Tk (200gm) Price- 275 Tk
(200gm)Price – 245Tk (200gm)
Brand Resonance pyramid
Brand Resonance pyramidBrand Salience:
• Our first target is to create a strong brand identity
• So that consumers can recall and recognize the brand
• We will create a strong favorable brand Positioning in the mind of customer
• We will utilize both ATL and BTL communication to create strong CBBE
Brand SaliencePromotions:
• Print add – Teaser, information about campaign, Rational appeal
• Social media- Facebook, blog• Press Release- News about product launch and campaign• Road Show- Campaign in school college and university,
Dental care service
Brand SaliencePromotions: • TV Commercial: Rational information about products
creating humor appeal with brand character, teaching how to take care of teeth, showing experts’ opinion and research data.
• Radio advertising & placing character in super shop and shopping mall
• Billboard
White plus brings a complete protection for you!
Teeth Guardian is in the town now !
Brand Salience
Promotions:
White plus presents “Cricket Hunter”
White Plus brings “Cricket Hunters”
কে� হবে� মুশফি�,সাফি��? এ�ার কে�ফি�বে� �াও….
কে�ামার আত্মফি�শ্বাস.... জমবে� কে�লা ফি�বে�ট মাবেট......
Brand Performance• To ensure brand performance , product quality will
be great!
• To ensure customer, products quality will be endorsed by expert doctor and celebrities.
Brand ImageryUser profile: People who are health conscious, doctors, experts
Personality: Superhero, sincerity, user-friendly, Guardian
Brand Resonance PyramidBrand Judgments
Brand feelings
• Are Customers satisfied with its quality?• The brand has credibility• They are considering it for purchasing because of its performance
• Customers should like the associations of white plus• Its promotion will help customers to attach with the brand. - mobile dental care, school campaign
Brand Resonance PyramidBrand Resonance:
• We will make customers actively engage with our brands through campaigns
• We will create behavioral loyal customers through user experience
• Discounts, offers, product performance will help us to get a group of loyal customers
Thank You