Course: MKT 330

Section: 3

Submitted To
Mohammed Abdul Mumin Evan

Lecturer

Department of Marketing and International

Business

Submitted By
Team Underdogs
Name: Md. Mominul Islam
ID: 1520630031
Name: Raad Mohammed
ID: 1620470030
Name: Md. Tanvir Hossain
ID: 1712611630
Name: Sajjad Hossain
ID: 1731499030
1
Letter of Transmittal
19th December, 2019
Mohammed Abdul Mumin Evan
Faculty, Department of Marketing and International business
School of Business and Economics, North South University

Subject: Submission of report on “New shop, shampoo m skin care products for third gender.”

Dear Sir,

You will be happy to know that we have completed our project on new brand of products launching for
third gender. We would like to thank you for your guidance and motivation in every step of this project.

In every segment of this project, we tried to increase our knowledge about the importance of digital
marketing and analysis of the data. We are confident that once you go through the entire report, you will
get a precise knowledge about our abilities, and understand how much effort implemented to make this
project a success.

It will be very kind of you to examine our group effort and give us feedbacks to enhance our skills for future
prospects.

Thanking You.

Regards,

Md. Mominul Islam

Raad Mohammed
Md. Tanvir Hossain
Sajjad Hossain
 Acknowledgment
At first, we are very grateful and thankful to the Almighty. We would like to thank our respective course
instructor Mohammed Abdul Mumin Evan Sir for assigning us with such a wonderful opportunity to work
on project like this. We gratefully declare that without his Guidelines and suggestions it would not be
possible for us to complete this report. We express our profound indebtedness and gratitude to him, for his
valuable advice that helped immensely in preparing this report. Many of our fellow members and seniors
from the NSU have helped us a lot by generously supplying comments and information and giving us
inspiration to work. We have collected data from internet, journals research paper and domestic market.
Really his contribution makes us easier to complete this report.
We have discussed and worked as a group and finally prepared this report based on provided godliness.
 Executive Summary
This report has been prepared to put forward our experience as a startup owner. This report
deliberates about the organization and its remarkable role in FMCG industry. The paper has
segmented in four chapters. The organization’s background has been elaborated in the first chapter
along with its significant role in the industry. Chapter two is about the project “The Product
Development of a New Brand FMCG products. The project involved all the necessary steps
followed by the organization. For the product, a detailed market study was done in terms of
Industry, Categories and Target Consumers. From the study an analysis was done and
based on that further product development process takes place. The discussion and analysis is
the outcome of our learning. The third and fourth chapters include how we are going to promote our
products and we can see we have reached our organizational goal for the products. The aim of this
report is to portray the picture how our product is being developed in organization and what specific
options is need to put in consideration while developing a product in the competitive market
Recognizing Consumer needs and needs, cost and quality, and advertise and advancement are the
key perspectives take after. This business additionally centers on moral issues, medical problems,
natural maintainability, and other exercises so it can manage over the long run.

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Table of Contents:
Situational Analysis ...................................................................................................... 4-8
Objectives ........................................................................................................................ 8
Strategy........................................................................................................................8-10
Tactics ...................................................................................................................... 10-13
Action ....................................................................................................................... 13-14
Control....................................................................................................................... 14-15
Budget and Cost .............................................................................................................. 16
References .......................................................................................................................17

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Situational Analysis
When it comes to gender, the world tends to divide people into two categories: Male and
female. But how does it actually feel, if a person is born without assigned sexual
characteristics or without gender. Many people in our society experience feeling trap ped
in the wrong-gendered body. They are neither men nor women. They endure a feeling of
being male, female, both, or no gender. The negative stigma in our society does not allow
them to fit into neatly labelled boxes. They are constantly bullied because o f their feminine
acts. The sufferings of hijras in our society are plentiful. Many of them have limited access
or no access at all to education, and the majority of them are abandoned by parents and
other family members. Transgender people fall within the vulnerable section of society,
which is, at least in part, attributable to the social stigma. They are often physically,
verbally, emotionally, and sexually abused. Transgender people have existed for centuries
in the Indian sub-continent. In 2013, the government of Bangladesh took important steps
toward acknowledging and protecting the rights of hijras by announcing the recognition of
a third gender category. It released a circular saying: “The government of Bangladesh has
recognized the Hijra community of Bangladesh as a Hijra sex.” This represented a
significant step toward including transgender individuals in mainstream society. It has also
been very gratifying to see that the Ministry of Social Welfare invited hijras to apply for
government employment in 2015. It is our duty to ensure that transgender people find their
own voices and to ensure greater representation of diversity in race/ethnicity found among
this population. Right now, more than 100,000 transgender people in Bangladesh. It’s a
niche market but focusing this niche market startup company can get a good amount of
profit.

SWOT Analysis:
SWOT analysis is the strategic tool of a company which helps to know the company’s internal
strengths and weaknesses and examine the opportunities of the business as well as the potential
threats. Through SWOT analysis a company can study its current position and improve its future
performances in comparison to its competitors. In the following some major strengths,
weaknesses, opportunities and threats for our new startup is given which has been observed in the
organization.

STRENGTHS
Our cosmetic company has many strengths like all products are natural and self-made by the
customer, therefore the customer will get what they want and will be able to choose and know
what exactly is in the product that they are using. We are the first company to bring this third
gender product to Bangladeshi market so will we get first mover advantages We are one of the
only cosmetic companies that target this segment. Under every ingredient in the store there is a
description below what it can do to help your skin or make it better.

WEAKNESSES
Our company has the potential to be very successful but there are a few weaknesses that may put
our brand in jeopardy. The cosmetic industry is very big and broad. As of right now there are so
many brands and there are many products out there already that make it possible to find anything.
There are some companies brand they already claim to provide natural ingredients in their
products that have had a lot of success because that is what the public wants to hear. Since the
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public usually has trust in bigger companies, our product would be hard to promote. We would be
going up against these companies and consumers are familiar with. Customers tend to gravitate
towards products they know and rarely go for new brands that seem promise the same results. It
would be hard to compete with the popular name brands. We cannot produce huge quantity like
big cosmetic brand for this our product price will be little bit higher than other brands. We would
constantly be in danger of lawsuits filed by customers who have bad reactions to our product.

OPPORTUNITIES
We have many opportunities to expend its business. One of them is to have an online store. Where
all the costumer will be able to shop directed from his or her house. Also, it would be a great idea
to have an app for products we produce in which costumer will be able to look at our products,
and also shop from their Phone. Another great opportunity is to have a great advertising, with
commercials on TV, banners. So then, people who don’t know about our brand will be familiar
and it will create a positive image of the brand. Our niche market consumer will be loyal to our
brand as we are the only on bringing this third gender products in the market.

THREATS
To every company, their biggest worry is always their threats. For us biggest threat is our
competition. other brand names like Unaliver, Himalaya and POND’S are some bigger names in
the same business of making beauty products. Another threat to our business is the economy. this
is clearly out of our control and can be detrimental to our company. if the economy gets to be too
low then it will be very hard for people to want to spend their money on products. Also, we are
only targeting only one segment of the market if this segment rejects our product we will be out
of business. Another threat could be a lack of resources.

Strengths
Weaknesses
First mover
Perception about
advantages
the product
Potential
Price of the
consumer
product

Threats
Opportunities Big cosmetic brand
Niche but well Focusing only one
amount of segment
customer Acceptance of the
product
Loyal consumer

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The 5S’s - Sell | Serve | Speak | Save | Sizzle

Sell
The reason for undertaking digital marketing activities is to draw attention to your brand and
ultimately attract growth. Whether that’s through conventional sale of a product or service, sale of a
membership, subscription or securing a donation. The goal is growth, so whatever growth looks like
to your organization, we need to keep that as our point of reference in ascertaining if our digital
marketing activities are successful or not.

Speak
Personality is a relational builder or breaker. That expectation is as relevant to brands as to people.
Developing your brand is key to success. When we talk about brand, that term is no longer reserved
for your logo or trademark, it encompasses everything that determines the personality of your
organization, it’s how you think, how you communicate, how you behave and how you are perceived.
When we are responsible for representing the brand, we need to be conscious of communicating that
personality. In order to get closer to those we are seeking connection with, we need to enter into
dialogue and participation, securing their engagement. Communication is key to the success of any
relationship. It’s a tool worth investing in, respecting and recognizing as all-powerful.

Serve
Our website and social channels are the places that people gravitate towards to connect with our and
seek help, so they exist to serve and add value to your audience. For those operating in the
commercial space your website is all about enabling customers to find product and relevant
information to make their purchase quickly and easily. In the most basic sense membership
organizations exist to serve a community by providing a straightforward joining process which
provides access to the values of membership. These values often include easy to find, quality relevant
content and services that will keep them coming back and renewing with ease year-on-year.
Save
Demonstrating the value of connection is a critical marketing tool and action motivator. For
commercial organizations demonstrating the value is somewhat simpler with offers, promotions and
clear fiscal benefits of shopping online. The other aspect to ‘Save’ is the impact on our organization
internally. Efficiencies can be provided through use of digital. Is there an integration project that
would save your organization time and money by making systems connect and reduce the need for
manual intervention, and the risk of costly errors.
Sizzle
‘Sizzle’ is the ultimate aspiration of a marketeer. It’s about creating an effective, positive, engaging
experience of your brand online that increases satisfaction, advocacy and recommendation from your
audience. Ultimately, these are the magic ingredients that will help to grow and sustain your
organization into the future.

Objective of 5s
Sell Smart objective
In 2020 the expectation is often that distributing your digital marketing campaigns will be multi-
channel. Email has been joined by a plethora of social media channels (LinkedIn, Twitter, Facebook,
Instagram, Pinterest) as well as SEO, PPC, Display ads, your website and online blogging space etc.

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Speak Smart objective
Brand and personality are ‘always on’ entities, especially in the realms of digital marketing. We no
longer determine our ‘business hours’. Our digital presence makes our organization accessible 24/7
to those we exist to serve and seek to connect with. We don’t determine how or when they connect
with us, but we can ensure that our brand personality is present in the conversation, however and
wherever they want to communicate and interact.

Serve Smart objective

The essence of serving is keeping your intended audience at the center of everything. How is this
piece of content going to add value? How is this offer or service going to benefit them? What can we
do better? What can we tell them we’re going to do to address their needs/ questions/ complaints?
Most importantly how can we demonstrate that we are listening, and that we value their connection.
Having a content strategy is really key, the saying may be ‘content is King’, but ‘context is Queen’
and she tells the King what to do! Make sure to give your audience what they came for, with some
additional value add take-aways! Ensure your content is easily sharable whether that’s onsite through
social media sharing options, or through your social networks.

Save Smart objective

We are setting goals and KPI’s for the performance of channels and activities. Where you can
demonstrate success and savings (potentially against more traditional channels and activities) you
are adding value to our organization. Presenting those savings internally will help to secure our
budget and future funding and prove the value they add.

Sizzle Smart objective

When thinking about creating the ‘sizzle’ it’s worth thinking about both the pain and pleasure points
of your audience. What buttons can you press in your communication or methods that will grab their
attention and get them to engage with us. How can we provide a rewarding experience, where’s the
‘feel good’ factor when they donate, or register? How do we reinforce the message of value back to
them upon interaction?

Porter’s Five Forces:

The Porter Five forces were developed by Porter and they analyze internal and external factors which
affect the competitiveness of a product or industry. They include the threat of substitutes, threat of
new entry, bargaining power of customers and suppliers as well as intensity of rivalry in the industry.
These factors will be identified and applied to the cosmetic industry.

Threat of new entry

The FMCG industry has a low threat of new entrants. This is due to several factors. The first is the
huge costs of entry. Developing unique cosmetic products requires a lot of resources both in terms
of research and development and the actual manufacturing process. Few middle and small-scale firms
have access to the funds and expertise required to perform this effectively. Another factor which
discourages entry into this industry is the huge competition present in the industry. In addition to the
huge competitors such as Avon, Revlon, Clinique, Estee Lauder, LR, Mac and Unilever, who have
a large market share, there are many other small-scale competitors who also have a small market
share and who reduce the overall profitability of firms in the industry.
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Bargaining power of customers
The bargaining power of customers analyzes the power which consumers have relating to price
changes in the industry. This factor analyzes the power which consumers have in manipulating price
changes due to shifts in demand. When consumers have a high bargaining power, the manufacturers
and sellers may not adequately predict future demand by the market. This may make them unable to
achieve long term profitability due to unpredictable demand patterns.
The cosmetic has a high bargaining power of customers. This is due to the increase competition and
availability of cosmetic products from a variety of manufacturers. Since these products have high
substitutes, then it is possible for consumers to force manufacturers to reduce their product prices
through purchasing those of their competitors. This is a challenge which manufacturers of cosmetic
products face across the world.

Bargaining power of suppliers

This factor analyzes the power which suppliers have regarding making price changes for their
products. Suppliers who have a high bargaining power are able to influence price changes through
using techniques such as market manipulation through hoarding and restraining supply. Although
some of these strategies are illegal in many countries, suppliers usually apply them when they want
to effect price changes. The cosmetic industry has a low bargaining power of suppliers.

Threat of substitutes
The threat of substitutes arises when there are similar products developed by competitors which
satisfy the market needs. Consumers are able to purchase competitor’s products if they are not
satisfied with product price or quality. In order for suppliers to tackle the challenge of threat of
substitutes, they have to innovate products which meet the needs of their target market segments. In
the FMCG industry, there are many competitors as has been discussed. There is therefore a high
threat of substitute products. If manufacturers sell their products at higher prices, or if the products
are of low quality, then consumers are able to purchase substitutes from the many competitors who
are present in the market environment.

Rivalry among competing firms

According to David, it is “the most powerful of the five forces” (75). Thus, the number of competing firms
matters a lot. The difference of FMCG is wide, so there is an opportunity for rivals to sell different products.
The industry growth influences the development of competition. If fixed costs are high and switching costs
are low, they increase the rivalry in the industry. Rivalry among competing firms is high. Rivalry among
competing firms became high.

Objectives:
 Return on Investment should be 20% at the end of the 1st year.
 Increasing revenue by 10% each year.

Strategy:
Segment:
Geographic: In the cities and towns of Bangladesh.
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Demographic: Age: 15+
Income: Low to high
Gender: Transgender
Psychographic:
1. They want to walk proud
2. They like to be independent
3. They want to feel the pride.
Target Market: The transgender community in Bangladesh. Specially in cities and towns as they
have access to internet more so they can be reached through online platforms.
Objectives:
Positioning: The company’s online and offline value proposition is going to be the same. It is going
to preach to transgender people around Bangladesh to come out and walk with pride and be
independent. We want them to feel welcomed in the general community.
Our position is going to be, “Pride and Freedom”

Sequence:
Know: The transgender people will first know about us and our product through heavy promotions
throughout various online and offline platforms.
Like: We will be liked because the transgender community will see us as the first company to be
making skin care products for them.
Trust: At first we will get engaged with the transgender community to earn their trust. They have
been unwelcomed to society by a large number of people so we will make the transgender people
welcome to the society and make them believe that they should stand strong and walk with pride.
Try: We will let them try our products through various systematic approaches such as going to the
people on person and preaching our products to them and letting them try it for free. We can even
get them tried in different seminars arranged for the transgender people.
Buy: After trying the products and seeing the benefits for themselves, a portion of the transgender
people will take a good liking to our products and start to purchase the products.
Repeat: The people that like using our products will repeatedly buy our products for the benefits
and for our inclusivity towards them.
Refer: After using it for some time, some of the transgender people will refer our products to other
transgender people as they use it for themselves and would like others to use it as well.
Integration:

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We will integrate our CRM with our operations as we want our customers to feel welcomed and we
want them to come out and engage with us. So a big part of our marketing is communicating with
our customers and catering them. We will also integrate databases of their preferences in using
various products.
Targeting and Segmentation:
We will target the transgender community across Bangladesh in different cities and towns. The
market is mostly untapped and is accessible for targeting. We will target any transgender above 15
years old.

Tactics:

Marketing Mix:
Product: Our Company’s name will be “Pride” and our tagline will be smell proud for our
products.
Logo:

We will have 2 products.

1. Soap

2. Shampoo

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Core product: Washing the face and body clean.
Actual product: Looking better after washing your face and body with our products. Soaps and
Shampoos made for transgender people.
Augmented product: The augmented product is the essence of freedom and pride our product gives
as it caters to a community that was neglected for a long time.
Price:
Our soap price will be 28Tk
Our 180ml shampoo will be 145Tk
Our shampoo mini pack will be 2 Tk
Place: They can find our products both online and offline stores. We will have online platforms
such as websites for the customers to place their orders and we will have offline presence in retail
stored in every city and town.
People: There will be workers who are transgender themselves to make what they will be using.
After manufacturing the products, they will be sent to retailers who will supply the products to the
end user.
Physical Evidence: We will have our office, our website and our products in the market as physical
evidence.
Process: The process of making our products is taking the raw materials and using them in
systematic processes to make soaps and shampoos.
Partnership: We will maintain a good relation with our suppliers, customers and stakeholders.
Promotion: We will promote our products online, ATL and BTL
Online Platforms and ATL:
Social Media: Digital Banners, ads and OVCs in Facebook, Instagram and Emo.
YouTube: Ads and OVCs in YouTube to spread more to the customers.
Vlogs: We can place our products in various vlogs done by social activists.
Blogs: Social activists can also describe the benefits of using the products in their blogs or why is it
significant.
Website: Added information on how our product works and why it is different, which will increase
brand credibility.
Television: We will launch TVCs to attract the consumers in towns where they use less internet
and it will also cover the cities.
Banners: We will post banners of the product in places when the transgender people stay.
Radio: We will talk about our products and initiatives in the radio and try to reach as many people
11
as possible.

BTL:
Sponsorship: We can sponsor different seminars that are about transgender people and also sponsor
social activists in working with the transgender people.

Communication Mix and Content Plan

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 Social media marketing: We will be suing social media to reach our customers from the start.
Pride will have an official facebook page and engage with our customers.

o Launch AV: We will publish an AV during launching of our products. The AV will give a
complete idea of what our products are and who are they for and what we represent.

o Carousel Posts: The carousel posts will tell how the product is different, how it is benefiting
the consumers and a link will also be attached with the posts to redirect them to more purchase
options.

 Affiliate marketing: We will develop the affiliation with app based services like: Uber eats,
Foodpanda, HungryNaki, Sheba.xyz, Kormo, bdjobs, Chaldal etc. and other online portals like
Prothomalo, Daily Star, Rokomari etc. During and after we launch, we will go for affiliated
marketing.

o Banner ads: The Facebook posts will be published as banner ads on our affiliated online
portals and websites. So we can affiliate our Facebook page with it too.

o POP up ads: The pop-up ads will appear in different websites which will also link to our
Facebook page and website.

o Print Advertising: We will publish print ads on Prothom Alo, Kaler Kantha & Bangladesh
Protidin and also print leaflets with the same ad which will have a QR code. By scanning the
QR code, users will be redirected to our website and get a free deliveries or discounts.

Action:
First the procurement team will look for raw material suppliers, then after getting the raw materials,
the manufacturing team will produce soaps and shampoos using the raw materials. Then the
products will be checked by the quality control team. Then it will be distributed among retailers of
different towns and cities.
For the online aspect of actions, the marketing team will hire a website developing company to
make the website and that team will also be responsible for the digital footprint of the company
meaning they will also look after the company’s social media account and do the promotions.

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 Execution
Timeline
Jan Feb March April May Jun Jul Aug Sep Oct Nov Dec
(Sept 2019 –
Aug 2020)

Digital Ads

Newspaper
Ads

Leaflets

OVC

TVC

Radio

Door-to-Door

Market
Information

Wishes and
Greetings

Social Media
Groups

Banners

Control:
Campaign Metrics:
Social Media –
1. Reach
Metric to track: Audience Growth Rate
Tracking benefit: Directly connect social media data with business’ profits
2. Engagement

Metric to track: Average Engagement Rate.

Tracking benefit: Making engagement numbers meaningful

3. Acquisition
Metric to track: Visitor Frequency Rate

Tracking benefit: Optimization of new and returning customers.

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 4. Conversion
Metric to track: Social Conversions
Track benefit: Connects social media data with profits.

Traditional Media –
I. TRP: TRP is a Television Rating Point, it tells us which channel and program is viewed
most. It indicates the number of times people are watching a channel or a particular
program.

Digital Marketing (Website) –

I. Website Traffic: Website traffic will tell us how many people are visiting our website
and how many are active.

II. Page Views: This will tell us how many times our page has been viewed.

III. Bounce Rate: This tells us how many visited our website only once and never again,
this shows what is lacking in a website.

IV. Click-Through Rate: This shows how many have clicked after seeing an ad.

V. ROI: This shows how much return have we had on the investment we made.

The Balanced Scorecard

1. Learning and Growth – This talks about our employee satisfaction and retention. Our
workers are going to be transgender people who are going to make the product that they’ll
use themselves. So we are going to create a working opportunity for them as well. So they
will learn and grow at a good pace.

2. Internal Business Processes – This will show how the processes are linked to goals. Our
goal is to cater the transgender people and we are also giving them jobs.

3. Customer –We hope to have a high customer satisfaction as we are the first to give them
their line of products and also give them jobs as well while catering them as a community in
our society.

4. Financial – Our investors will get a good return on their investments as we will yield good
profit in the coming years. This will also satisfy our shareholders.

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Budget and Cost:

This is the detailed cost we will incur:

Product development and testing………………………………..Tk 400,000
Direct sales team expense……………..………………………..Tk 250,000
Online Marketing (fb,google,YT etc ads)……………….………Tk 250,000
Print and TV media ads…………………………………………Tk500000
Website development cost……………………………………….Tk100000
Events and awareness programs cost…………………………….Tk500000
Office rent………………………………………………………..Tk150000
Salaries Expenses…………………………………………………Tk500000
Misc……………………………………………………………….Tk100,000
Total………………………………………………………………Tk 2,750,000

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References:
• Simpson, S. (2011, March 15).Marketing ABCD, Investopedia. Retrieved from
https://www.investopedia.com/terms/v/valueproposition.asp
• Bangladesh Television. (2009). 50 years of Bangladesh Television Retrieved from
http://btv.portal.gov.bd/site/page/2fd8b895-8822-47b1-acd3-d8de074fd520/-
• Bangladesh Statistics Bureau. (2015). Bangladesh Television Budget. Retrieved from
http://www.bbs.gov.bd/site/page/29855dc1-f2b4-4dc0-9073-f692361112da/Statistical-Yearbook

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