THE SUPERLAtiVeS

MKT202
SEC:04
Prepared by:

Md. Abil Khan 1911341630

Bushra Tabassum 1911419630
Ummul Wara 1911593630
Md Seyam Sayed 1912149630
BRAND NAME, LOGO & TAGLINE

রান্নার একমাত্র আস্থা

ORTER’S FIVE FORCES Analysis

Threat of Substitution
BARGAINING POWER • Low
OF SUPPLIERS • Since it’s hard to find a
substitute of iodized salt
• Low
Since the company can
switch from one supplier to • High
another. • Two companies holding the
COMPETITIVE most of the market share
RIVALRY • Rest of them fighting with
each other to sustain in the
market.
POWER OF Buyers
THREAT OF NEW ENTRANTS
• Significantly High • High
Number of companies is high in the market which • Market is saturated
leads the buyers to choose • Anyone can enter the market
Competitors:
Molla Salt
ACI Salt
IFAD Salt

Fresh Salt

Confidence Salt
Segmentation
Criteria Users
Geography Rangpur,
Dhaka ,
Chittagong
,Barsal

Occupation People from

all sorts ,like
Doctors,
Teachers
,Businessmen
,
Rickshwapulle
r etc

SocioEconomi SEC A and SEC

c Class B
Age 0-40, 40-40+
 • TARGET MARKETING
SRATEGIES
Segmentation :

GEOGRAPHIC : Cities ; Dhaka , Chittagong , Khulna , Rajshahi , Sylhet , specially

North side of Bangladesh , like : Rangpur .

DEMOGRAPHIC : Age; children ,Teenagers , Adults , old people .(specially those

who have heart disease , Diabetes etc , there will be a chart for the limitations
and amount of salt , so that they can maintain)
BEHAVAOURAL : occasions , user status , specially benefits . Iodized salt can
prevent so many dangerous disease . And our company will provide the chart of
sodium requirement for old people .
SOCIO ECONOMIC CLASS : Our company provides all sizes of packaging so that
people can buy it according to their status and economic condition .
The main attraction packaging
style :
TARGET MARKET
FUNDERS

• Dhaka • Doctor
• Chittagong • Teacher
• Barisal • Rickshawpuller
• Sylhet • Businessmen • B-C 22-65+

Geography Occupation SEC Age

• Dhaka • Doctor • B-C 18-40
• Teacher
• Chittagong • Rickshawpuller
• Barisal • Businessmen

• Sylhet

USERS
 TARGETING :

Our product is for all kinds of consumers according to their age , life cycle ,
economic condition and status .

Moreover our company SUPERIYA provides door to door advertisement and selling
policy . NEEDS

Besides cities like Dhaka , Chittagong we are mainly focusing on the Northside of
Bangladesh where iodized salt are less and rare . So that they can prevent thyroid
problems .
WANTS
We also take care of the SEC A and SEC B consumers according to their needs and
wants .

.
GEOGRAPHIC AREAS:

8%
8%

RAJHSHAHI
9% DHAKA
CHITTAGONG
54% SYLHET
KHULNA
21%
 POSITIONING STRATEGY :
“ Superiya salts, our brad provides all kinds of needs and
wants . Specially For iodine lackings . Moreover we take
care of the socio class as well with our sophisticated
packaging and advertisements . Promotions as well .

We also maintain the CRM policy . And the consumers

satisfaction .
DIFFERENTIATION AND
POSITIONING

28%

Quality
price

72%
 4Ps Marketing Mix is one of the major concepts in modern marketing. Marketing
Mix is generally defined as the set of tactical marketing tools such as product,
price, place and promotion, which the firm blends to produce the response it
Product wants in the target market. Marketing Mix is used to influence the demand for
the product in the market.

Price

Place

Promotion
PRODUCT

Brand name
Superiya Salt: Our company’s main motive is to provide salts of superior quality. By providing superior quality
of iodized salt our company aims to regulate the metabolism rate of people, promote proper growth and
development and most importantly prevent iodine deficiency.

Variety
Table salt is harvested from salt deposits found underground.
Black salt popularly known in Bangladesh as bit lobon. It is a salty and pungent smelling condiment common
in South Asia.
 
Feature
Iodized salt is treated with an anti-caking agent to keep from clumping. Our salt will contain dextrose (a sugar) to
stabilize the iodine essential for human needs. Our salt will be crystal white, free flowing and vacuum evaporated.

Packaging
The salt packets will be available in 4 sizes:
100 grams (small containers)
250 grams
500 grams
1000 grams
The packets will contain a zip locker on top in order to enable the users to use salt more efficiently. Different sizes of
packets will help individuals and families to choose the amount of salt they require.
100 grams- 8 tk/container
250 grams- 15 tk/packet
500 grams- 30tk/packet
1000 grams- 60tk/packet
 
Promotional Strategies
Digital Advertising

 Facebook (Boosted Ads)

 YouTube (Sponsored In Stream Ads)
 Geo Targeting will be used to capture the target audience.

Promotions

• Local newspapers
• Television Commercials
• Print advertising handouts
• Print advertising posters
• Sponsoring Events
• Discounted Prices and offers
• Personal Selling
Place:

Our company will mainly cover sales in the

northern areas of Bangladesh where availability of
Iodized salt is a bit rare. Our selected geographic
segments are mainly DHAKA, SYLHET, RAJSHAHI,
KHULNA and CHITTAGONG. We will be selling our
products through retailers and wholesalers. We will
be targeting residential areas so our primary
consumers (housewives) can have access to our
products quite easily.
COST BREAKDOWN
COST Estimated Reach

3000000 10,000000
Campaign COST
Digital Advertising 900000
Local Newspaper 300000
TV Commercial 500000
Sponsoring Events 700000
Print Advertising, Posters 150000
Discount & Offers 450000
 THANK YOU!
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Feel free to ask!