PowerPoint Presentation

Mir Aasif Zaman 1411420060Hasib Rahman 1421542660Ovi Julius Palma 1421627060 Raiyan Rizwan 1421769660Yeamim Faysal 1330773060Tahia Asad 1511873660

Tenacious 6Company ProfileEstablished on the year 1999Second largest pharmaceutical company in the countryProduces drug products like tablets, capsules, oral liquids, eye drops, etcRenowned for medicinal brands like Osartil, Pantonix, and Omidon

Launched NeoCare on Feb 4, 2014Flagship brand for baby diaper of Incepta Pharmaceuticals It comes in four sizes Small (3-6Kg), Medium (4-9Kg), Large (7-18 Kg) and XL (11-25Kg)Pack size usually comes to 4, 10 and 25 pieces of diapers.

The current market size of baby diapers is TK 400 crore

Over 1% of total population use baby diaper, with a 40% growth per annumCurrent market scenario

10%16%24%13%10%5%

Top three foreign and local baby brands.Remaining 28% of the brands are mostly foreignBreakdown of Diaper Market

Total Current MarketSegmentation Criterion DemographicGeographicBehavioralTk 400croreTarget Market Working Women

Anti-Hypertension DrugsGastrointestinal tabletsVitamin TabletsDiapersBCG Matrix of Incepta Pharma Ltd.

Affordable PriceBetter QualityAggressive PromotionInfant productAggressive CompetitorsDifferent shapes and colorsDiversificationInnovative waysUntapped low segment marketSuperior foreign brandsIntense competition

Product Life Cycle

SalesCostsCustomersIntroduction

Pricing StrategyFinding the right pricing strategy is keyNeoCare followed selected segment standardMany existing Foreign & Local diaper brandsMassive competition within the segment

Market Segmentation

Premium SegmentBrandSizeNumber of Diapers per PackPriceAverage Price RangePampersSmall11 pieces385 tk32-35 tk38 pieces1190 tkMamy Poko PantsSmall

44 pieces1650 tk37 tkHuggiesSmall

5 pieces199 tk35-40 tk48 pieces1650 tkMolfixSmall

25 pieces725 tk30-32 tk44 pieces1370 tkNannys Baby LoveSmall

6 pieces195 tk29-32 tk50 pieces1430 tkNeoCareSmall

5 pieces135 tk25-28 tk25 pieces630 tkSupermomSmall

4 pieces115 tk25-28 tk28 pieces675 tk

Value for Money SegmentBrandSizeNumber of Diapers per PackPriceAverage Price RangeChuChuSmall5 pieces85 tk16-17 tk16 pieces260 tkBebemSmall10 pieces240 tk22-24 tk40 pieces850 tkBashundharaSmall34 pieces675 tk20 tk

Lower End SegmentYet to be targetedLow priced diapersHugely populated segmentHuge opportunities in future

Distribution: (Questions Needed To Be Answered)

What channels will Neo Care use to distribute its product

2. How will Neo Care time its distribution?

Will Neo Care distribution be intensive, selective or exclusive?Distribution StrategyDistribution Options

Neo Cares Distribution Strategy

Dhaka City Based distribution in quarterly stages that will span the entire year First quarter: Extensive Distribution in all major target points

Second quarter: Expand distribution to smaller independent baby-goods retailers and pharmacies.

Third and Fourth quarters: Focus on retention and expansion

PROMOTIONAL TOOLS FOR NEOCARE

CONVENTIONAL MEDIUMS

Television commercials

Radio commercials

Billboards

Posters. Etc

Digital Promotional Tools

DIGITAL MARKETINGFACEBOOKAround 2.8 million users in Bangladesh

Working parents can be reached through FACEBOOK.

Facebook Lookalike audience

Promotion of selected FACEBOOK posts

Blogs about the product/healthcare/similar productYouTube videos

Other Communication toolsCo-sponsoring TV talk-shows

Co-sponsoring health programs

Below the line activities;EventsActivation (direct selling)

Sales Promotional Tools

Existing Marketing Strategy

Its use of Super Absorbent polymer keeps the baby dry, happy and healthy

Its sloganShara raat araam, shara din furfure Neo care maney hashi khushi bacha, Neo care mane active bacha, Neo care maney chintahin thaka, Neocare mane nishchinto ghum

www.neocarebd.com

Also postingCookingBeautyFashion tipsPregnancy Diet

UTTARA, GULSHAN, BANANI, DHANMONDI, PURAN DHAKA

Problems???

Less publications in digital platforms such as Facebook. Thus the lack of reaching the right target audience

Less awareness of the NeoCare website

Less brand awareness

New Marketing Strategy

COMMUNICATION STRATEGY

Need ArousalInformation Search and EvaluationPurchaseUsage

Merchandising StrategyShirts and Baller IDsBaby BooksNeocare Badges.

PROBLEM IDENTIFICATION & RECOMMENDATION

Threat from New EntrantsLack of ExperienceOOS situation may ariseSkeptical Customers

Huge investments for deterrenceExperience in healthcare productsOrder placement through Web Portal Direct Marketing with personal touch

Thank you