YELLOW Fighter TOOTH GEL

Letter of Transmittal

7th August 2015

To
Mohammad Zahedul Alam
Assistant Professor
Marketing Management (MKT601)
Bangladesh University of Professionals
Subject: Submission of Term Paper.
Dear Sir,
It is great pleasure that submit the report on Innovative marketing plan on
Yellow Fighter Tooth Gel. It was really enjoyable to work and prepare the
term paper as it has provided me with an opportunity to increase knowledge
by practical experience and apply my theoretical expertise. I have tried my
best to follow guidelines in preparing my term paper. I have presented what I
believe to be most important information to make my term paper as specific
& coherent as possible.
I am glad to have such a challenging term paper from you. I hope my
combined effort would satisfy you.
Sincerely yours,
Golam Mahjabin Zerin
ID No EV1406059
Section 6(A)

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Table of Content
Acknowledgement

Executive summary

Chapter 01

Introduction

Objectives

Chapter 02

Market situation

8 10

Chapter 03

11

Opportunity and Issue analysis

11-13

Chapter 04

14

Marketing Strategy

15-19
20

Chapter 05

21

Action Program
Chapter 06

22

Financial Projections

23-24

Chapter 07

24-26

Conclusion

27-28

Acknowledgement

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At the very beginning I would like to thank the almighty Allah for the
successful completion of my term paper. My sincere thanks go to my course
instructor for letting me choose this interesting topic and providing with his
guidance and support which bring out an outcome of this term paper.
I also thank University for their support.
Lastly, my gratitude goes to my parents for their engagement and financial
and mental support.

Executive summery

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In this competitive business world, marketing is an essential part of any
company. The main two ideas of marketing are to attract the market and do
the activities to retain them.
I bring an innovative marketing plan which is not present yet in Bangladesh
market and I hopeful that after executing my plan it will be successful and
bring blessed for society. So my plan is Yellow Fighter Tooth Gel .
This tooth gel is completely new in market and which regular use provides
consumers white tooth and diminishing yellow shades gradually. After
innovation of my tooth gel people are who faced this yellow shade problem
they dont have to consult with dentists and enamels their tooth.
One more important thing, enamel painting on tooth is injurious for internal
side of mouth and which can bent fungus on face skin. Another important
thing is this tooth gel is same as using as tooth paste as and more lightly
than other regular paste so for this special reason this brand naming Yellow
Fighter Tooth Gel .

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YELLOW Fighter TOOTH GEL

CHAPTER 01
INTRODUCTION

Yellow Fighter Tooth Gel:

A product can be defined as anything that can be offered to a market for
attention, actuation, use or consumption that might satisfy want or need.

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In this marketing plan concerning product is tooth whitening system. Yellow
Fighter Tooth Gels a revolutionary new system that incorporates light
technology to whiten my tooth fast. Light treatment is the latest whitening
technique used by dentists. The unique, patent pending Yellow Fighter Tooth
Gels designed to be used at home and is extremely easy to use. The
advanced light combined with the specially formulated gel, rapidly removes
surface stains and penetrates deep to remove embedded stains. Works great
on stains caused by coffee, tea, smoking, red wine, fruit juice, cola, aging
and more.
Features:

Whitens in 15 days regular use.

Simple to use.

Easy to maintain.

Mission:
Yellow Fighter Tooth Gel' mission is to adding smile and long lasting fresh
breath on customers.
Vision:

I work to create a better future every day.

I help people feel good, look good and get more out of life with brands
and services that are good for them and good for others.

I will inspire people to take small everyday actions that can add up to a
big difference for the world.

I will develop new ways of doing business that will allow us to double
the size of my company while reducing my environmental impact.

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Objectives:
Objective means the goals that the business must achieve in order to meet
its wider business objectives.
Yellow Fighter Tooth Gel objectives are

Growth in market share

Clearer product differentiation

Long term brand value to customers

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Chapter 02
Current Market Situation

Market Situation

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Yellow Fighter Tooth Gel produces pure consumer goods. Some its brands
are produced locally in Bangladesh and some are imported from other
regional factory of Yellow Fighter Tooth Gel. In Bangladesh the company
has only Gel Manufacturing factory.
Current Market situation
The market for Yellow Fighter Tooth Gel product is spreading rapidly. More
and more companies are starting this business. So this sector is now
becoming very competitive nowadays. Selling mostly depends on advertising
and other promotional activities. So YELLOW FIGHTER TOOTH GEL do lot of
promotional activities to stay in the competition.
Packaging:
Packaging involves designing and producing the container or wrapper for a
product. Traditionally the function of packaging is to hold and protect the
product. But in recent days it is recognized that packaging perform many
sales task from attracting attention to describing the product and to make it
to sale.

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Level of product:
Five levels of Yellow Fighter Tooth Gel will be

Core Benefit of the Product: It is a teeth whitener that will help to

keep the tooth white.

Basic product: Basic product will be removing stains gradually.

Expected Product: Expected product will be - its solution to white the

tooth gently and attractive packaging, reasonable price etc.

Augmented Product: This is only whiting gel offered in Bangladesh.

Potential product: I will minimize the price after having positive

response of using tooth gel by customers.

Figure: Level of product

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CHAPTER 03
OPPORTUNITY AND ISSUE
ANALYSIS

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After launching a complete new product facing some hurdles which are
given:
Strengths:

Largest amount of share in the market.

Having a good number of responses.

An outstanding distribution network.

Weaknesses:

Raw materials are very expensive.

So many toothpastes are available in the market.

Opportunities:

Participation within a growing industry.

Utilization of changing lifestyle of people for increasing demand.

Scope of expanding the market vertically and horizontally.

Application of new tactics and surprise packages.

Niche marketing.

Threats:

Threats of the market challengers

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A negative effect on peoples spending because of the current financial

crisis

New products need time to relay in market.

SWOT Analysis of the product:

Strenghts

weaknesses

Strong Brand Image

Lots of cometitors

Faster tooth whitener

Existing products are enter in

Easy to carry

Opportunities

market.

Threats

Differnt color gel

Competitors can produce

Different flavore gel

Price of raw materials can go

up

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CHAPTER
04
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MARKETIN
G
STRATEGY
In my marketing strategy I refer to mass marketing means no segmentation
by demographic, geographic, behavioral etc. I choose a target market where
I can easily reach and sell my product. I choose those people:
-

Simply those people who have tooth.

Mainly the urban area people.

People who want safe tooth whitener in an easy way.

People who are not interested go to dentist and want to remove their
yellow stain from tooth by a gradual process.

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Though my product is totally new in Bangladesh not so much people are
aware about the product therefore primarily I are focusing urban area people
of some big cities; so single segment concentration of target market
selection for this product.

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Product
(Yellow Fighter)

Price
(Lower cost)

Target Customers
(Whole market)

Place
(Local market)

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Promotion
(Mass marketing)

YELLOW Fighter TOOTH GEL

Market Share:
As making a marketing plan which is a new product and not available in the
market so its still in product development stage, I expect that when it will
enter the market it will in introduction stage where sales will low but a
increasing rate, and my target is to go in maturity stage for higher sale and
higher profit.

Figure: Market Share Position

Manufacturing Development:
Initially now I are offering very basic facilities through my product but after
several years I am planning to develop my product in following sectors

Different flavored formulated gel

Cost cutting of the product

Sales Volume:
In this situation consumer buying behavior will be little slow cause this
product is completely new in market so they take a few time to relay this
tooth gel. So my strategy will be grave customer attention by different
feature, programs and discount also providing coupons voucher.

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Pricing Strategy:
Price is the amounts of money customers have to pay to obtain the product.
Maximize current profit and increase sell.
Total costs will depend on the price of the production costing.
In Bangladesh no other company is selling this kind of tooth
whitener, so I have no local competitors.
Then I will set the final price. For the premium package I will charge
tk. 250 including one flexible toothbrush.

Distribution or Location Strategy:

The distribution process of Yellow Fighter Tooth Gel will be same as the
companys other products, which is as following-

Consumers

The final
consumers

Retailers

The retail Stores

Own distributors
Wholesale
rs
Manufactur
er

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Myself

YELLOW Fighter TOOTH GEL

Manufacturer:
I will produce this new product by my own and I will also make the
formulated gel.
Wholesaler:
I have to find out distributors who will buy the wholesale amount and sell
these to the retailers.
Retailers:
Retailers will buy the products from distributors and sell these to the final
consumers.
Consumers:
People can get it in superstores, big pharmacies etc. I will place this product
mainly in urban areas of Dhaka City and others districts.

Promotional strategy
For a complete new product its must to do promote the product. For attaining
customers attention I have to follow some way to promote my goods these
are:
6.1 Advertising:
TVC Commercial: For this product I will provide the information in
such a way that will include that, if you are not comfortable to go
dentist for enamel your tooth so solution are come at your hand using
Yellow Fighter regular and whiting your tooth.

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Radio Advertisement: I will also publish attractive, colorful and
informative

advertisements

in

radio,

newspapers,

internet,

and

magazines and on billboards in regular basis.

Sponsorship: I can do sponsoring and event organizing and campaign

as my promotional activity.

Sales promotion: I will give free samples in dental clinic, educational

institutions like dental college, hospital and also in super stores. The
quality of those free samples will be smaller than the original one.

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Chapter 05
ACTION
PROGRAM
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Action Program
Yellow Fighter Tooth Gel has a very Ill-structured organization. Every
department of it does its job very efficiently. The marketing plan which I have
made will be implemented and accomplished by different category. First of all
the plan will have to be approved by the dermatological center. Only after
the approval it can start its function.
The strategies regarding the product, its promotional activities, price setting
all will be done by the marketing department.
The job of designing the product, manufacturing and packaging will be
accomplished by the production department.
Finance department will be responsible for budgeting and financing the
product.
Like other brands of the company, a brand manager will be assigned for
Yellow Fighter Tooth Gel to administer overall activities of the product.

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Chapter 06
Financial
Projections

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Budgeting:
This section will offer a financial overview as it relates to the marketing
activities. The tooth whitener will address break-even analysis, sales
forecasts, expense forecasts, and how they link to the marketing strategy.

Communication Budget
Medium

Cost in TK

% of Total Cost

Television

5,233,000

22.90%

Newspaper

2,630,000

11.53%

Outdoor

4,870,000

21.32%

Radio

2,021,000

8.84%

Sponsoring & event

5,830,000
organizing
Additional
Campaign
2,260,000
Cost
Grand Total

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22,844,000

25.52%
9.89%
100%

YELLOW Fighter TOOTH GEL

Marketing Expense Budget:

The expense forecast will be used as a tool to keep the department on target
and provide indicators when corrections and modifications are needed for the
proper implementation of the marketing task.
The marketing expense is high in the beginning of the product. As the
product goes towards its maturity level, the expense starts to settle down a
bit. Then again after the maturity stage the marketing expense needs to
increase as promotional activities are increased for larger sale.

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Chapter 07
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Implication
s and
Controls
Yellow Fighter Tooth Gel new product in our country so it has not that much
problems. It has some problems, which are given below

Higher Price

Poor purchase location

Not aware about the product

No segmentation

The job of monitoring performance comes after implementing the plan. It is

important to monitor whether the job is being performed as it is planned. If
not then corrective methods must be taken.

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Problems generating a sufficient customer base.

General public may not demand the product.

Determining that the business cannot support itself on an ongoing

basis.

Having to liquidate equipment to cover liabilities.

So for executing this plan have to work hard and also promoting this new
product in markets. And promotion is only way to grave the customers
attentions. A very successful customer attention proving the better
opportunity and help to reach the maturity level within few years.

Chapter 08
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Conclusion

For my new product I want to execute some plan in future that will help to
develop the product and make the product more competitive.

Yellow Fighter Tooth Gel should take initiative to reduce the price. Because
without upper class people this products price is unaffordable for other
classes people.

Yellow Fighter Tooth Gel should increase their distribution in other cities as
it only available in Dhaka and Chittagong.

Yellow Fighter Tooth Gel should make people aware by increasing their
advertising, sales promotion and public relation.

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Yellow Fighter Tooth Gel should segment their customer by producing

different flavored gel like for male- mint, vanilla and for female-chocolate,
strawberry.

THE END

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