white plus re branding

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