league of shadows

LEAGUE OF SHADOWS

PRESENTATIONOUTLINE

COMPETITOR ANALYSIS

STP ANALYSIS

PRODUCT STRATEGY

PRICING STRATEGY

COMMUNICATION STRATEGY

COMPETITOR ANALYSIS

23

1 DIRECT COMPETITORS

INDIRECT COMPETITOR

STRATEGIC GROUP

MOOV, TIGER BALM, DORBESH BALM, PAGLA MOLOM

PAIN RELIEF SPRAY, SHANTI OIL

DORBESH BALM, PAGLA MOLOM

COMPETITOR ANALYSIS

• ENCIRCLEMENT STRATEGY TO OUTPERFROM THE COMPETITIORS

• STRATEGIC SWEET SPOT: LOW PRICE AND LONG LASTING SOLUTION

SEGMENTATIONGeographic Segmentation

Rural Semi Rural 

Sub Urban Urban    

Demographic Segmentation

Gender Male Female      

  Income <3k 3k-8k 9k-15k 16k-20k 21k-30k+  Education Uneducated SSC & HSC Bachelors Masters PhD  Nationality Bangladesh        Marital Status Married Single Divorce Separated    Social Class A B C D EPsychographic Segmentation

Lifestyle Healthy Trendy Adventurous Sporty  

  Personality Dominance Aggressive Self Confidence Sociability Adaptable

Behavioral Segmentation

User Status Current Customers

Competitors Customers

Potential Customers

  Usage rate High Medium Low      Buyer Involvement High Low      

  Loyalty Status Hard Core loyal Split loyal Shifting loyal Switchers  

TARGETINGGeographic Targeting Rural Semi-Rural

Demographic Targeting Gender Male Female

Income <3K 3k-8K 9K-15K

Education Uneducated

Nationality Bangladeshi

Marital Status Single Married

Social Class D E

Psychographic Targeting Life Style Healthy Adventurous Sporty

Personality Sociability Adaptable

Behavioral Targeting User Status Potential Customers

Usage Rate High Medium Low

Buyer Involvement Low

Loyalty Status Hard Core loyal Split loyal

BRAND POSTIONING

• DESIREABLE: QUALITY PRODUCTS WITHIN AFFORDABLE PRICE

• DELIVERABLE: HIGH-TECH MACHINARIES, AYURVEDIC INGREDINTS AND EXPERTISE

• DIFFERNTIATED: MONEY WELL-SPENT, HYGEINE FACTOR,SMELL

GREAT RELIEF IN A MATTER OF MOMENTS

BRAND POSTIONING STRATEGY

POD: Quality (Better than the competitors) :Permanent solution (that competitors’ products fail to provide) : Attractive packaging (will give the consumer a feelings that this will actually relief their pain)

POP: Instant pain relief, easy to use, low price, convenience.

PRODUCTSTRATEGY

• NON-DURABLE PRODUCT

• NEW BRAND DEVELOPMENT STRATEGY

• CONVENIENCE PRODUCT

• NO INGREDIENT BRANDING

SUPER BALM

PRICING STRATEGY

PRICING OBJECTIVE:

• SURVIVAL FOR THE INITTAL STAGE

• MAXIMIZE MARKET SHARE IN THE LONG RUN

PRICING METHOD:

• MARKET PENETRATION STRATEGY

PROMOTIONAL PRICING:

• SPECIAL EVENTPRICING

• TRADE PRICE : 21 TAKA• MARKET RETAIL PRICE: 25

TAKA

COMMUNICATIONSTRATEGY

COMMUNICATION OBJECTIVES

• BUILDING BRAND IMAGE (CREATING BRAND ASSOCIATION &

BUILDING BRAND AWARENESS)

• PROVIDING INFORMATION (ATRRIBUTES & BENEFITS)

MESSAGE STRATEGY

COGNITIVE: BRAND NAME, SUPERIOR QUALITY AND FAST LONG LASTING

PAIN RELIEF

MESSAGE EXECUTION

• SLICE OF LIFE

COMMUNICATIONSTRATEGY

MESSAGE SOURCE

• LIKEABILITY• TRUSTWORTHINESS

• SIMILIARITY

PROMOTIONALSTRATEGY

PUBLIC RELATION

ADVERTISING SALES PROMOTIONTOOLS

PERSONAL SELLING

ADVERTISING

• TV commercial: Only BTV and MY TV

• Radio Commercial: Only BANGLADESH BETAR during News

• Company vans to the Rural Area• Building relationship with TC

PERSONAL SELLING

SALES PROMOTION

CONSUMER PROMOTION:• free samples of our Product

in the beginning.• repeat purchase

Trade Promotion:• 20% less on the TP• Free notebooks, pens, T-shirts as a

gift with our products.

COMMUNICATION STRATEGY

PR ACTIVITIES:

• SPONSORING TALENT SHOW

• SPONSORING KRISHOKHER

EID ANANDO

CONTEXT TG TG 1 TG 2 TG 3 TG (D) LAUNCHING CAMPAIGNS BUDGET

COMMUNICATIONSTRATEGY

THANK YOU