Marketing Plan of Micro Nutrient Powder ‘Pushtikona’ (পুষ্টিকণা )

Efforts by:

Asifa Ishrat

Chowdhury Hasan Ibne Obayed

Mohammad Mahbubur Rahman Khan

Raaisul Islam

Sharmin Aktar Shetu

Strategic Planning

Vision:

- to tackle high rates of malnutrition among the

children in Bangladesh

- to serve the society providing quality product

Business Objective

- to develop a sustainable social business model

- to increase the profit maintaining a strong

customer relationship.

Continued..

Marketing Objective:

- to create a new market of

micro nutrient powders for

children aged 6-60 months

-to promote the brand widely

in the market

- to increase market share

gradually

Marketing Strategy

Market Segmentation

Behavioral

Readiness Stage Attitude toward

product

Geographic

Density City size

Continued.. • Geographic Factors:

-Density:

-City Size:

High densely area

Low densely area

Big Town

Small Town

Rural area

Continued.. • Behavioral Factors:

-readiness stage:

-attitude toward product:

Aware Interested

Unaware Intended to buy

Informed

Enthusiastic Negative

Positive Hostile

Indifferent

Continued.. Target Segment

-parents (specially mothers) of children aged 6-60

months

Positioning Statement:

A child’s daily nutrition within a sachet. (ষ্টিশুর প্রষ্টি ষ্টিনের পুষ্টি একটি মাত্র পযানক)

Marketing Mix (4Ps)

Product: • Brand name: পষু্টিকণা • Micro nutrient Powders

• Added to daily meals without changing the taste of the food

• Offered in 1 gram pack

• Weekly box of 7 packs and monthly box of 30 packs available.

Continued.. C

hem

ical

Com

posi

tion

Ingredients Function

Vitamin A For eyesight & immunity

Vitamin B (Various) For metabolism, immune system,

nervous system, anemia prevention

Vitamin C For growth & bone strength

Vitamin D For calcium absorption & bone

growth

Vitamin E For cell signalling

Folic Acid For metabolism

Iron Anemia prevention

Zinc For immune system

Copper For healthy tissues & red blood cells

Selenium For immune system

Iodine For mental & physical growth

Marketing Mix (4Ps)

Price

• segmented pricing

-4 taka per pack

-monthly box offered at 12.5% discount

-after achieving break-even, offering each pack at 2 taka

for financially less privileged communities through

partner NGOs

Marketing Mix (4Ps)

Place

-Chain Super shops

-Grocery stores

-Pharmacies

-Online purchasing option

(urban areas only)

Marketing Mix (4Ps)

Promotion: Informative Advertising

• Mass media

-weekly lifestyle supplement of leading dailies

-no television commercial

• Online activities

-regular update on child nutrition

-encourage interaction in social media page

-monthly session with child nutritionist

Continued.. -making the product website to a trustworthy

platform for child healthcare

• For people with less or no media exposure:

-hoardings

-painting on transports(rickshaw, bus)

Continued..

• Others

-sponsoring national events that

correspond with the brand

-appointing celebrities who have become new parents

for brand endorsement to make the product culturally accepted

Marketing Mix (4Ps)

• Rural Marketing

-educating health workers

-arranging village theatre to raise

awareness on child nutrition.

-identify and reach opinion leaders

to spread the word about product

-involving local shops to display

banners to make the product

visually familiar.

The Product/Market Expansion

Grid

• Action Programs

-business development will be done in stages

-widespread distribution in target areas

-to achieve break-even in initial 2 years

-to move out into remote and rural places

later

• Controls

-monitor sale of products every

3 months

SWOT Analysis

Strength

-addresses crucial issue of child nutrition

-minimum price

Weakness

-product is not widely known

Opportunities

-huge growth potential

-Increased revenue

Threats

-new competitors

SWOT Analysis

Marketing Planning:

Partnering with Others Urban areas

-hospital & clinic

-wide national network of

renowned pharmaceuticals

Rural areas

-community health volunteers

of NGOs to reach out to

their community based

network

Marketing Planning : Future Emphasis on reducing costs

-containers instead of sachet

-economy packaging keeping same quality

Expanding reach and impact

-awareness program in collaboration with civil society and government

Marketing Planning : Future(cont.)

Strengthen the current

market further

-harmonizing marketing

strategy with national

public health and social

marketing message.

-more research to add

value.

Social Business-Ultimate Goal Cause-driven business - created and designed to

address a social problem No personal gain - a non-loss, non-dividend

company Ultimate goal -to achieve one or more

social objectives

References

• Kotler P, Armstrong G, Agnihotri P, Haque

E,2011,Principles of Marketing-A South Asian

Perspective,13th edition, Dorling Kindersley Pvt.

Ltd., India.

• http://www.geneve-int.ch/bangladesh-

micronutrient-home-fortification-program

THANK YOU!