ORS Activa First Sports Drinks of Bangladesh
July 18, 2022 | Author: Anonymous | Category: N/A
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The First Sports Drinks of Bangladesh
Prepared for
Prepared by
Md. Ifekharul Amin
Name Shovan Chakraborty Chakraborty
Roll# ZR 1802034
Kazi Abdul Al Moin Rumu
ZR 1802035
Md. Mahmudul Hasan Siddique
ZR 1801001
Mohammed Mahbub-Un-Nabi
ZR 1801012
Assistant Professor Course Instructor: Markeng Pracces
Instute of Business Administraon Administraon University of Dhaka May…., May …., 2018 2018
Assumption: ● W We e are SMC . ●1974: Family Planning Social Marketng Projec (FPSMP) began operaon under a triparte agreement among Populaon Services Internaonal (PSI), GOB and USAID to address the rapid populaon growth in the country. ●2004: SME formed SMC Enerprise Ld, a wholly owned or-pro subsidiary to separate protable acvies from nonprot to help eecvely manage a growing and complex operaon . ● Existng produc caegory caegory : Maernal, Child Healh & Nuriton , Conraceptves Food and Beverage , Hygiene and Pharma .
91% Posive Top of Mind
95% 78% Saw an SMC ad
Brand Awareness
Brand Communicaton
Study on Brand Awareness Trial and Usages of ORS Nielsen 2008
Sased/very sased
Satsacton level
SMC SWOT Strength of.48 SMC: ● 3977.48 3977 Millio Million n Packs Packs O ORS RS Sells Sells & Distribu Distribuon on Experience ● Peopl eoples es T Tru rust st o on n SM SMC C ● Superior penetraon & distribuon channel ● ISO 9001:2 9001:200 008 8 cer cerca caon on
Weakness: ● Con Conver verng ng presen presentt bra brand nd image image from from ma mass ss heal health th products producer to pro exclusive youth trendy brand ● Maintaining previous trust factor
Opportunity: ● No drinks drinks leve leveled led as Spor Sports ts D Drink rink , so an unexplored a blue ocean is ahead ● Re Reach ach a higher higher valu value e pro providi viding ng con consume sumerr gr group oup
Threat: ● Ent Entranc rance e of new new mark market et pla player yer in spo sports rts drink drink ● Mo Modic dicao aon n or improv improvisa isaon on require required d to exis exisng ng supply chain due to new nature of the product
The challenge The Enterprise now need a revenue generaon product with sustainable growth and connuance of producon of mass level health products . A new product needs be launched leveraging the exisng Orsaline Orsaline brand which will revive and restore restore the glory of the brand and become become a BCG Star in the company’s porolio.
New product ?
ORS
Existing Product lines: Food & Beverage category
Inspiration :
Chaper 2: The Law O The Caegory - If you can’t be rst in a category, set up a new category you can be rst in.
Drinks and Beverage Market in Bangladesh Normal Powder Drinks
Tang, Foster Clarks, Taste Me of SMC
Carbonated Drinks
Coca-Cola, Pepsi , RC Cola, Pran
Energy Drinks Powder category Glucose, Dextrose, Glucon D
Energy Drinks carbonated category
Speed, Black Horse, Red Bull
! Market misses a product non carbonated, but energy providing providin g at the same time convenient like carbonated drinks i.e packaged in bottle or can
A whole new spin! Introducing ORS-Acva
Energizing.. Refreshing Refreshing.. Active. Active. Energizing The First Sports Drinks of Bangladesh
Parent Company •
Social Mark Markeng eng Company
Category •
Beverages
Sector •
Food Products
Siuatonal Analysis
Portfolio Positioning: Key Competitor & Opportunity ST Strategy
h g i H
h t w o r G t e k r a M
w o L
High
Market Share
Low
LT Strategy
Urban focused, limited customer base
Keep as penetraon brand
Sell as alternate brand with Horlicks
Penetraon brand
Maintain seasonal sales
Retain market share
Competor
Product Posioning
Produc
High Sugar
Major Brand Challenge Your Tex Tex Here
Bangladeshi people are responding and engaging more with products that promote lifestyle and health values.
You can simply impress your audience
It is add higha me forzing ORS toappeal re- to and unique and introduce it self to the market as your Presentaons. High Caeine healthy,, accessible life choice. healthy Your Tex Tex Here and healthy Promong experience living and provide an obvious You can simply impress your audience alternave to beverag beverages and add a unique zing and es appeal to
Consumers approach ORS as a “soluon to a problem” rather than accepng it as an opon for “healthier life” Low Caeine
Introducon of modern distribuon Channels.
your Presentaons.
Your Tex Tex Here You can simply impress your audience and add a unique zing and appeal to your Presentaons.
Low Sugar
Siuatonal Analysis
Marke Share wih Primary Competton SMC ORSaline-N is the market leader in the ORS product category, currently enjoying a share of of about naonal market share
Brand Positoning ORSaline –N has become generic to ORS in the country. But Glucone-D, Glaxose share signicant market share in low sugar healthy drinks category
58%
Shopping Trends Shopping trends in sweat product category show a huge rise in impulse buyers who take the message the brand portrays in considerao consideraon n
Price Sraeg Sraegy y ORS has the lowest price while holding on to to quality among compeon.
Brand Message Related products in the niche specify a brand message related to choice of lifestyle.
Siuatonal Analysis
• A Look at SMC Acva product’s Consumer Demographic State
Demographic -
Behavior Facor or Buying
Primary consumers are young , acve people Young adults
-
Elderly
- Sports person - People with any acvity
-
Health conscious parents Frequent travelers
Siuatonal Analysis
• Presenaton/Appearance. As presentaon of a product adds to the experience and becomes more pervasive, consumers are learning to appreciate this aspect of the industry. • As by Bangladeshis in in general are more cognizant Healh of theirConsciousness. health, evidenced the increase individuals exercising and health club memberships, patrons are requesng more healthy alternaves essenal for their every day acvity. They recognize that a beverage while refreshing, can be a potenal source of unnecessary sugar in the body.
• Branding Shif. Increase in experience based branding among similar compeve products.
Bangladeshi people are responding and engaging more wih producs ha promoe liesyle and healh values.
• Channels
Distributor • SMC’s sales force of approximately 100 distribute products to the far-ung outlets promptly and regularly. Stocks at the sales oces are replenished through regular supplies from SMC central warehouse in Bhaluka via delivery trucks. Pharmacy Grocery Shops Kioks Other
• More than two in every ve non-pharmacy retail outlets of the country has SMC brand of ORS (Pathway, 2007).
SMC Have a complete distribuon Channel
• Business Review Summary
Bangladeshi people are responding and engaging more with products that promote lifestyle and health values. Consumers approach SMC as a “soluon to a problem” rather than accepng it as an opon for “healthier life”.
SMC has a steady and capable exisng distribuon channel. A unique opportunity to introduce a healthier life choice among exisng loyalists and potenal new consumers.
Major Your TexBrand Tex Here Challenge You can simply impress your audience and add a unique zing and appeal to It is your highPresentaons. me for for SMC to re-introduce re-introduce
itself to the market as healthy,
Your Tex Tex life Here accessible choice. Promong You can simply your audience experience andimpress healthy living and and addan a unique zingalternave and appeal to to provide obvious your Presentaons. beverages.
Your Tex Tex Here You can simply impress your audience and add a unique zing and appeal to your Presentaons.
• Brand Vision :SMC- Acva
“
First Sports drinks of the country to compete and over turn beverage and energy drink sales
SMC Actva SMC Actva
“
Produc
The First Sports Drinks of Bangladesh
st
1 Sports Drink
Convenient Packaging
From the life Saving product producer
Produc Socialization Sharing Culture Muscular Feminine Consumers approach ORS as a “soluon to a problem” rather than accepng it as an opon for “healthier life”
Energy
Introducon distribuon Happiness Channels. of modern
Sporty Feelings
Major Brand Challenge
Fitness Freak P e Your Tex Tex Healthy Here Drink r s o n You can simply impress your audience a l i y t and add a unique zing and appeal to
e u q i s y P h
your Presentaons.
Your Tex Tex Here R e f l e
eYou can simply impress your audience g and add a unique zing and appeal to a m Youth and Excitement f f I your Presentaons. l e S Your Tex Tex Here
c t i o n
Relationshi p More than a drink, it’s liquidjust energy
You can simply impress your audience and add a unique zing and appeal to your Presentaons.
Produc
Product Review in 6 Essenal Parameters Culture Our Culture is evolving and young generaon is more focused in socializing, they like to share their feelings with other fellow mates Bangladeshi people are responding and and fesvals are increasing, so as engaging more with products that promote the demand healthy drinks lifestyle and healthof values. segment Consumers approach ORS as a “soluon to a problem” rather than accepng it as an Self Image opon for “healthier life”
Personality
Physique
You generaon now very much careful in projecng a strong personality and do care in staying t. Hence demand for carbonated carbonated
Ideal for people of all ages, solid Major Brand Challenge and muscular in build- ideally suited for Health Clubs, Gym & You can simply impress your audience Spa,for Play grounds It is high me ORS to re- etc.
Your Tex Tex Here
and add a unique zing and appeal to
beverages are decreasing
Reflection
Sweet avor with introduce it self orange to the market as no your Presentaons. sugar healthy,, accessible life choice. healthy Your Tex Tex Here and healthy Promong experience living and provide an obvious You can simply impress your audience Relationshi alternave to beverages beverag and add a unique zing and es appeal to
p
your Presentaons.
Introducon Channels. of modern distribuon
SMC Acva will be the symbol of excitement and adventur adventure e
Instant energy, protecng dehydraon and consume on the go….
SMC Acva will connect with
Your Tex Tex Here young generaons as more than You can just simply audience animpress ordinaryour ordinary y drink, it’s going and addto a unique zing and appeal to be liquid energy and ready to your Presentaons. mix with water anyme,
anywhere!
Price Posioning- Sweat Products
Price
TK 150 100
Major Brand Challenge
P Bangladeshi people are responding and r engaging more with products that promote
Your Tex Tex Here You can simply impress your audience
It is high me for ORS to reand aitunique appeal introduce self to zing the and market as to youradd Presentaons. healthy,, accessible life choice. healthy Your Tex Tex Here and healthy Promong experience living and provide an obvious You can simply impress your audience alternave to beverag beverages and add a unique zing and es appeal to
lifestyle and health values.
i 55 Consumers approach ORS as a “soluon to a c problem” rather than accepng it as an 45 for “healthier life” e opon
your Presentaons.
Introducon of modern distribuon 35 Channels.
Your Tex Tex Here
25
You can simply impress your audience and add a unique zing and appeal to your Presentaons.
0
Percepon
Price Posioning
Price
Marke
Competton
Cusomer
Energy drink market is evolving
Intense compeon between local brands
Target market is between 20-40 years age group
Size of the market is Tk. 2,000 Crore
Foreign brands promote value for money
This age group represents 50% of the populaon*
Market Mark et reach is 64 districts of Bangladesh
Local brands have distribuon advantage advantage
Consumer price preference preference is Tk. 15-20/=
50% of the market is being captured by foreign brands
Foreign brands operate in urban markets mainly
Consumers are shiing from carbonated carbonat ed beverages due to health concerns
Key Challenges
Overcome he image o ORS
Promoton
Creatng demand or new produc
ORS Actva
Promoton
Traditional Media Major Brand Challenge
• Newspaper Ad Bangladeshi people are responding and engaging more with products that promote • Promotional lifestyle and health values.Booths Consumers a “soluon to a & • PR approach articlesORS onastop English problem” rather than accepng it as an oponBangla for “healthier life” national & local daily
newspapers & youth portals Introducon Channels. of modern distribuon
• Poster placements on shopping mall, stadiums, Theme Park, educational institutes, corporate office and so on
Your Tex Tex Here You can simply impress your audience
It is high me for ORS to reand aitunique appeal introduce self to zing the and market as to youradd Presentaons. healthy,, accessible life choice. healthy Your Tex Tex Here and healthy Promong experience and provide an obvious Billboard living You can simply impress your audience alternave to beverag beverages and add a unique zing and es appeal to your Presentaons.
Poster
• BTL Activation Activation
Promoton
Digital Media • Webpage Major Brand Challenge
• Creating awareness Your Tex Tex
Here
You can simply impress your audience
• Consumers approach ORS as a “soluon to a problem” rather than accepng it as an opon for “healthier life”
Introducon Channels. of modern distribuon
It is high me for ORS to reand aitunique appeal self to zing the and market as to Facebook introduce youradd Presentaons. healthy,, accessible life choice. healthy • HashtagPromong Launch Contest Your Tex Tex Here and healthy experience living and provide an obvious You can simply impress your audience • On product page alternave to beverages beverag and add a unique zing and es appeal to your Presentaons.
• Themes to encourage rehydration Your Tex Tex Here
You can simply impress your audience • Testimonials and add a unique zing and appeal to your Presentaons.
Digital banner
• Posts
by
influencers
with
high
followers
Promoton The Energy You Deserves
Major Brand Challenge
Consumers approach ORS as a “soluon to a problem” rather than accepng it as an opon for “healthier life”
Introducon Channels. of modern distribuon
Your Tex Tex Here You can simply impress your audience and add a unique zing and appeal to your Presentaons.
Promoton
Bring the Sports spirit from anything : SMC Acva , Major Brand Challenge First Sports Drinks of Bangladesh
Consumers approach ORS as a “soluon to a problem” rather than accepng it as an opon for “healthier life”
Introducon Channels. of modern distribuon
Your Tex Tex Here You can simply impress your audience and add a unique zing and appeal to your Presentaons.
Promoton
Reaching Distributors
Task
Sales Activity
Identify the existing customers with downtrading
Centrally Prepared Database
Identify the existing customers with
Tar Target get Customer Identification
Creation Introducon of modernOpportunity distribuon Channels.
Your Tex Tex Here on Invoice 5% Discount You can simply impress your audience
Centrally Prepared Database
up trading
Consumers approach ORS assharing a “soluon to a Learning if up traders problem” rather than accepng it as an opon for “healthier life”
Sales Incentive
Major Brand Challenge
Pre visits; 4 up trading customers/STM Central Team
Opportunity Follow-up
Benefit Matrix Presentation
Territory Ma nagers/ ASMs/RSMs
Regular visit & follow up
At least 2 Visits/Opportunity/Month
2% as me RPRS-Regular It is high for ORSPayment to reRebate Scheme and add a unique zing and appeal introduce it self to the market as to your Presentaons. healthy, healthy accessible Target life choice. 1.5% ,QTS-Quarterly Scheme Your Tex Tex Here and healthy Promong experience YTS-Yearly Target Scheme living and provide an obvious You 1.5% can simply impress your audience alternave to beverag beverages and add a unique zing and es appeal to FTS-Foreign Trip Scheme your Presentaons. Gold Standard Club Your Tex Tex Here
You can simply impress your audience and addDistributor a uniqueConference zing and appeal to your Presentaons.
Distribuon Mapping- SMC Acva
Place
Trade
Consumers Retailers
64 Distributors 6 Depots in 8 Divisions Company
B2B
Sales Team
Gym, Fitness centers
Clubs, Restaurants
Ride Sharing Bikers & Users
Promoton
Reaching Retailers
Task
Sales Activity
Sales Incentive
Identify the existing customers with downtrading
Centrally Prepared Database
5% Discount on Invoice
Identify the existing customers with up trading
Centrally Prepared Database
1% as RPRS-Regular Payment Rebate Scheme
Learning sharing if up traders
Pre visits; 4 up trading customers/STM
1% QTS-Quarterly Target Scheme
Target Customer Identification
Central Team
1% YTS-Yearly Target Scheme
Opportunity Creation
Opportunity Follow-up
Season Specific Target Scheme
Benefit Matrix Presentation
Zonal Officers/T Officers/Territory erritory Officers/ ASMs/RSMs
Shop Merchandise Scheme
Regular visit & follow up
At least 5 Visits/Opportunity/Month/ZO/TO
Retailer Conference
Promoton
Reaching B2B Customers
Task
Sales Activity
Sales Incentive
Identify the number of Gyms
Centrally Prepared Database
8% Discount on Invoice
Identify the Restaurants
Centrally Prepared Database
Free Trial Product
Identify the Snacks and Juice Bars
Pre visits; 5 every TO/5 every ASM
Center Branding Scheme
Target Customer Identification
Central Team
Brand Endorsement by Fitness Celebrity
Opportunity Creation
Opportunity follow-up
Benefit Matrix Presentation
Zonal Officers/T Officers/Territory erritory Officers/ ASMs/RSMs
Regular visit & follow up
At least 20 Visits/Opportunity/Month/ZO/TO
Free Trial Booth For ride Share
Internal People-Movaonal
Inernal Campaigns
Dare to Reach Out- ZO/TO/ASM for exceeding pervious month’s highest target
Expanding the Horizon-Increase distribuon reach
OSP-Outstanding Performer of the Year Award
People
Forecased Gains
BDT (in million)
Remarks
Added awareness
5
Health conscious consumers
Sales Projection
Higher Trial Rate
1.5
become aware of ORS Acva Using promoon and awareness to drive trial
Forecas or 2018-19: Forecas BDT 3.25 billion
Restaurants, Snacks and Juice Bars Lisng
1
New drinks lisng
Forecased Declines
BDT (in million)
Remarks
New Launches
2
New product launched by
Customer Arion
1.5
market players Consumers switching to other brands
Policy Change Impact by Regulators
1.5
Imposion of VAT
Forecas or 2019-20: Forecas BDT 3.5 billion Expeced growh is 7.5%
Bibliography • hp://www hp://www.assignmentpoint.com/business/mark .assignmentpoint.com/business/markeng-business/repo eng-business/repo rt-on-market-poten rt-on-mark et-potenal-of-energy al-of-energy-drinks-in-bangladesh.html -drinks-in-bangladesh.html hp://www.assignmentpoint.com/business/report .assignmentpoint.com/business/report-on-bangladesh-so -on-bangladesh-so • hp://www -drink-market.html • hp://www hp://www.thepages.com.bd/201 .thepages.com.bd/2017/07/25/juice-bever 7/07/25/juice-beverage-industry age-industry-p -p otenal-emerging-sector/
• hp://bbs.dhaka.gov.bd/sites/default/les/les/bbs.dhaka.gov.bd/la w_policy/6ed6b42c_2015_11e7_8f57 w_policy/6ed6b42c_2 015_11e7_8f57_286ed488c766/Socio_286ed488c766/SocioEconomic%20and%20demographic%20Report%202 Economic%20and%20demogr aphic%20Report%202012.pdf 012.pdf
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