Marketing Plan

On
Depression consultancy firm

Disclaimer

We HOT TOASTER states that, this is our own work. There is no delicacy or plagiarism.
Total words are 2709 including all elements.
Group leader divided this work to all members and all of us collaborate this and have completed
this work.
 Table of Content

Serial Number Description Page Number

1.0 Executive Summery 03

2.0 Situation Analysis 04

2.1 SWOT 05

3.0 Market Opportunity and Objectives 07

4.0 Marketing Strategy 09

5.0 Budget 11

6.0 Action program 13

7.0 Positioning 14

8.0 Control 15

9.0 Marketing Organization 17

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1.0 Executive Summery

Globally, more than 300 million people suffer from depression. It can lead to
suicide.17% Causes of Disability Is Depression. 28 people commit suicide every
day in Bangladesh (most of them are 20-30) this rate will increase 20 time within
2020. About 10000 people commit suicide every year in Bangladesh

Mind care Bangladesh’s marketing strategy is based on networking with therapists,

psychologists, doctors, hiring representatives from universities. It is an
organization with new service. Our main concept is to keep youngers free from
mental destruction. We will able to make 5 million follower and able to provide
treatment to 150000 children, housewife, students and office peoples. Our charge
will be 500-3000 as per the condition of the problem.
As there is available number of therapists, psychiatrists, doctors, psychology
graduates, so there will be no lack of service provider. We will reach with the help
of social media tools, magazine articles and media coverage by doing events,
seminars and free advising.
An app will be developed for mobile platform so that our consumer will be able to
seek help from anytime and anywhere.

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2.0 Current market situation
Statistics shows that one among four people suffering from depression and mental
disorder. But we don’t have enough treatment center for such patient. People of all
age e.g. teenage, adult, and old age people also suffer in such kind of problem. Last
year a mental health treatment center inaugurated in Bangladesh at Banani, Dhaka.
It is a partnership business between sajida foundation and Zahida Fizza Kabir,
Consultant Psychiatrist and Managing Director Ashique Selim. Although other some
small company are available the main competitor of mind care Bangladesh is
Psychological Health & Wellness Clinic (PHWC). But this company may have some
problem that we are going to using as our opportunity. Not only PHWC but also other
treatment center has such kind of problem. These problems are:

1. Lack of advisors and doctor.

2. Lack of connectivity
3. Lack of tools and facilities.
4. Lack of diversified service.
5. High service charge

Due to such problem no organization in Bangladesh is highly well-known in this sector.

Other some small company we may see like Dhaka mental care, some mental hospital and
some mental department in government hospital. We are offering service through well -
known advisor and best doctors of Bangladesh. We are connecting with all age’s patient
particularly university student who’s the highest percentage of the patient. We have high
technology and tool to treat our patient. We are offering our service through o nline and
website in a cheap rate. Our service charge within 1000 to 3000.

At last we can say that, in this sector we have a great opportunity to establish a profitable
business. The market situation is in our favor.

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2.1 Swot Analysis
Mind Care Bangladesh is presenting counseling service in a unique form. Hence it has its own
strengths, weaknesses, opportunities and threats. We can say that our major strength is the
uniqueness of our service; and weakness is that the lack of awareness about our service as we are
new in this field. Our opportunities are emerging needs for counseling services as people are
suffering from various mental health problems. We can also face the threats of potential
competitors and government regulations to manage our business. Strengths, weaknesses,
opportunities, and threats are summarized in the following table.

Strength Weaknesses

• Strong networking through student • People not being aware of

representatives importance of mental health
• Better connecting ability as it is run • High promotional cost
by students • Lack of awareness about
• Unique Services counseling services
• Highly skilled professional team of • People feeling uncomfortable
counselors. talking about their feelings.

Opportunities Threats

• Emerging needs for counseling • Chances of potential

services
• Lack of promotion by other mental
health care centers
• Strong Target Market
• Depression being one of the most
dangerous issues is increasing
rapidly which is increasing need for
counseling.
competition
• Government regulations
• Effects of external
environment
• High operating cost.

Strengths:
1. Strong Network: Mind care Bangladesh will build a strong network through student
representatives. As our target customers are students who are suffering from various mental

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jeopardies, they will go to various educational institutions and connect with the students by
promoting our services.
2. Better Understanding: We as students will be better able to connect with those people who
need help. We have already been in their position so we can relate better with their problems and
this will help us to create mutual understanding relations.
3. Unique Service: With a high skilled professional team of counselors we will ensure that
people get the help they need. We will offer our services both online and offline hence people
can reach to us anytime.
Weaknesses:
1. Lack of mental health awareness: In Bangladesh people are primarily concerned about
physical health related problems and are not aware of consequences of mental health related
problems.
2. Lack of counseling service awareness: Mass people are not aware of counseling services.
Even if people become aware of importance of mental health few people consider counseling as
their option because of their lack of knowledge in this area.
3. Insecurities of people: Many people feel uncomfortable talking about their issues. It is quite a
difficult task to build trust among people who will be taking our services.
Opportunities:
1. Emerging Needs: People suffering from various mental health issues are increasing the needs
for counseling services. Rapid increase in depression being the most common mental health issue
is resulting in emerging needs for counseling services.
2. Strong target market: Students are our initial target market because mostly they get affected
by depression and other mental health issues. Hence investing in the proper target market will
bring us major profit.
3. Others’ lack of promotional effort: Most mental health care centers do not promote
themselves strong enough to reach mass people. Hence those people who seek help don't know
where they will go for help. So because of less promotional efforts by others we will be able to
create a strong position in the minds of mass people.
Threats:
1. Potential competition: As mental health issues are emerging rapidly many organizations have
already become concerned in these issues and introduced services, so there is huge chance of
competition.
2. Sensitivity to the issues: As mental health is a sensitive issue if we do not deal it with proper
care it might result in bad reputation for our company.

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3. High operating cost: As our company is new in this market so it will take a lot of our budget
to promote our product and our operational cost will increase.

3.0 Marketing opportunity and objective

Mission
Making a database in City of Dhaka, gradually overall country,

Reducing of depression.

Let people know about their cause of sadness, stress and depression.

Training the affected people.

Making leads.

Creating business base.

Vision:
Establishing top 1 mental clinic.

Establishment of corporate training base

Expanding its business operation in every divisional district

Employments of psychology graduates.

Goal:
Reaching to people.

Making awareness about our service.

Market Opportunity
Competitor don’t promote themselves.

Easier to get Supplies.

Available professionals.

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Enough number of psychology graduates.

A gigantic population, so there is a lot of growing affected depressed sad people

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4.0 Marketing Strategy
Mind care Bangladesh’s marketing strategy is based on networking with therapists, psychologists,
doctors, hiring representatives from universities. We are connecting with them to get the patients.
Many class’s cr will help us to identify the victim, who are suffering from depression, frustration,
or many mental disabilities for this problem they cannot cope –up with their daily activities, they
are facing many difficulties in doing normal works.

Positioning : We are using service differentiation for example , this not only for depressions we
will help them how to reduce this problem ,how to solve any kind of situation ,how to control and
handle thyself ,how to share the problem ,we will encourage them to focus on their aim ,we will
provide some entertainment work ,we will arrange some mind refreshing and relaxing work for
this ,we will teach them yoga ,we will involve them with activities which they love .We will
creating the feel that you are the only one who can do anything , you can enjoy your life in your
own way.

Product strategy: Different service for example yoga, mind refreshing tour, therapy, counseling,
exercising, meditation, etc. we will provide to refresh the mind

Pricing strategy: The mind care Bangladesh will be introduced 200 cr’s who are paid 1000 tk for
10 customer .200 tk will charge for each patient for visiting us, if they take our facilities we will
charge 150 for meditation ,200 for yoga,250 for relaxation ,170 for therapy ,220 for entertaining
components

Distribution strategy: We will distribute tasks among the cr’s and they will promote the
counseling Centre. We will provide demonstration service, detailed specification handouts,
displays featuring the service.

Marketing communication strategy: By integrating all messages in all media, we will reinforce
the brand name and the main points of product differentiation. Research about media consumption
patterns will help our advertising agency choose appropriate media and timing to reach prospects
before and during product introduction. thereafter, advertising will appear on a pulsing basis to
maintain brand awareness and communicate various differentiation messages. The agency will

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also coordinate public relations effort to build the Mind care brand and support the differentiation
message.

Marketing research: Using market research, we are identifying the specific features and benefits
that our target market segments value. Feedback from market test, surveys, and focus groups will
help us develop the Mind care. We are also measuring and analyzing customers attitudes toward
competing brands and services. Brand awareness research will help us determine the effectiveness
and efficiency of our messages and media. Finally, we will use customer satisfaction studies to
gauge market reaction

Marketing Plan

Mind Care Bangladesh is a organization with new service. Our main concept is to keep
youngers free from mental destruction. This new startup's Marketing plans are respectively
accomplished below.

Place: We selected 16 university in Dhaka. Our target customer is the age group between
18-30 years. So, near all those university campuses we will set our branch. So, firstly we will
work in Dhaka only. After 1 year we will spread our organization to division cities. In
Dhaka, our branch will close to these university campuses. So that students can easily and
regularly find us.

Product: Our product is our service. The depressed persons will come to our branch and our
2-member psychologist team will their details and will questions to them their details. the
customers will share every personal data, to our representative. Then our two members will
analysis the problem. Our interaction will help the victim realize that, His/her mental strength
will stronger.

Price: As a new startup we will serve the customers in a low amount. It will vary. The range
will between 200-300. That can be affordable for a university student. So, the cost is low,
that's why, the Audience will be attracted more. That will influence them to contact with us.
As they come to us, after we will solve their problem as a psychologist as a friend. If we will
get a proper attention, we can increase our fees up to 500.

Promotion: We will promote through online, by CRs of all department of the university.
The CRs will get incentives from us. They will announce about us and the depression

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 statistics among the students. So, the students can be aware from the problem. We want to let
them know that, they are not alone. Our official website will update regularly and our
Facebook page will be shared through those CRs in their departments Facebook group. It
will ensure the coverage about the product. We will offer 50% Discount for first service.
That will more influencer for the students.

5.0 Budget

As a new startup, the budget, cost function is much more important. It is not well-known
organization. So, we will prefer a big portion of cost in promotion. Branch set up will also
hold a big portion. Our 16 Psychologist's salary will add cost. Now we will provide our
estimated cost table.

Table: Cost plan

Sector Cost Total Cost

Opening Branch 2000*16 32000

CR's Incentives 1000*16 16000

Psychologist Salary 8000*16 128000

Promotion 30000 30000

So, we will spend 200000 in first month. In next month our cost will be 150000 per month. So,
what we get in return??

We expect, 10000 tk per branch in first month. So, in total we expect to get 160000 tk in first
month. But, after spending a successful month, our customers will increase 30%-40%.

This will make our business running. After one month, our spending will also increase. Because
we want to give a great service to depressed people.

Now, we will discuss on our funding. We have five copartners. They all will provide 20000 each.
We applied for a business loan from AB bank. They agreed with us. So, first 3 months cost is
arranged. In next, we will continue by our earnings from it.

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So, in totally, we will make some loss in first month, but from the next month it will return our
investment as well as profit.

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6.0 Action programs
Mind Care Bangladesh will be introduced in December, 2018. We have summarized the action
programs we will use during the 1st five years to achieve our stated objectives.

Present Year (2018):

We will launch Mind Care Bangladesh through promotion campaign both in online and generate
channel support for launching our consulting firm in December. We will develop our website. We
will also create a page and group in Facebook to connect more and more people and enlighten
them about Mind Care Bangladesh. We will officially launch our firm and innovate our office, the
consulting center. And for the 1st year our target prospect will be 50000.

Second Year (2019):

As Facebook is the more popular social site in our country, we expect to get 1 million followers in
the 2nd year. Our target prospect will be 80000. Our main focus will be on networking. We will
appoint representatives in each and every university campus. At present there are 129 public (37)
and private (92) universities in Bangladesh. For the 1st two years we will target 60 universities to
appoint our representatives.

Third Year (2020):

In the 3rd year our target prospect will be 100000. We will appoint our representatives in all the
129universities.

Fourth Year (2021):

As we will reach out all the universities of Bangladesh by the 3rd year, we then target the school
and college going teenagers and our target prospect will be 130000.

Fifth Year (2022):

By fifth year we expect to get 5 million followers of our Facebook page as we post informative
and motivational videos and by this year our target prospect will be 150000.

Gradually we will reach to the housewives, children, office going general people, senior citizens
by the next 5 years (2023-28).

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7.0 Positioning

Positioning refers to the term that whereby a brand introduces them to the market by adopting
different initiatives. It's a simple art of reaching to the consumer and clients mind so well that they
can't think of other alternatives. To talk about our business MIND CARE BANGLADESH, there
are around 36 rehabilitation center around the city and a very few outside of Dhaka. The fact is,
people tend to visit less to the professional psychiatrists and they often overlook to take care of
their mental health. We, Mind Care Bangladesh, are offering 24/7 service to the mentally
handicapped people who are dealing with particular problems. The way we have positioned
ourselves in the market is, we offer all sorts of services and nurturing to our clients that are obsolete
in the traditional market. Nonetheless, we have specialized services for our clients so that they can
be completely ease and feel free to receive our the services and secure full contentment. That's
how we ensure better service which will gradually become the word-of-mouth for the company
itself and proceed towards a better positioning. That's how Mind Care Bangladesh is planning to
position the brand valie in the market.

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8.0 CONTROL

It is required to keep patience getting feedback from customer until the plan of marketing is totally
implemented and executed. But there is an option of control where it is suggested not to wait to
measure the effectiveness of the proposed marketing plan. Because by implementing controls in
the existing marketing plan anyone can check the effectiveness of the proposed marketing plan
whether the plan is working or not long before the marketing plan is executed.

Performance Standards
First stage of control phase is setting a standard of performance that can be evaluated according to
the organization strategy. In this marketing plan of such a service related organization e.g. mind
care consultancy it is required to set the standards according to the nature of service. It includes
5% increase in service revenue in every quarter of the year. Client values and loyalty must be
achieved in the course of every consultant services. And it will be measured by the satisfactory
mail, phone call or by any other media using by client for which it can be assumed that clients are
satisfied of consultant service. Also a smooth profit movement along with positive cash flow must
be standardized e.g. increases of 2% profit of consultancy service in every quarter of the year.

Measuring Responses
Measuring process will be according to the standard which was set earlier. Once standard is set it
is all about the measurement of performance. In this mind care consultancy service in Bangladesh
measurement must be followed a periodic manner of measuring the organization performance.
Weekly, monthly or quarterly checklist will ensure the successful measurement process of this
consultancy service firm. These checklists are the following.
Checklists (quarterly) Measurement Basis Results
Do customers satisfy of Satisfactory mail, satisfactory phone YES NO
our consultancy service? call, frequency of individual client
service

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 How many satisfactory Manual Count More than Less than
mails or phone calls are 300 300
received?

Is it sufficient to make Judgment based on previous info Yes No

draw line of client
satisfaction?

What is the nature of Examination of cash flow Upward Downward

cash flow movement? movement movement

How much service Based on previous service revenue More than Less than
revenue increased in information 5% 5%
relation to previous
quarter?

What is the increased Margin based on service revenue More than Less than
profit percentage 2% 2%
according to the service
revenue?

Comparison of results
After the measuring it is required to compare the result with the standard and take the corrective
actions if there is seen any failure. In this area it is important to maintain the right track of the
organization. It checks the movement of the organization performance and relates it to the standard
set earlier. After that it will be taken the corrective action according to the failure of meeting any
of the standards. If everything is up to the standard we have no need to take any corrective action.
Moreover, we will go for further process of standard setting for setting new standard.

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9.0 Marketing organization: Mind care Bangladesh is built by 8-person marketing
organization. this is helping this organization to promote the brand, handle national international
sales campaign, trade consumer sales promotion and public relation efforts.

Chief Marketing officer – Yamin Hossain Anik

Sales Manager- Kazi Ferdosi Zahan

Advertising Manager –Juel Hossain

Promotion Manager – Raiyana Mahi

Regional Sales Manager - Shahriar Sakib

Advertising Analyst – Tridib Mukharjee

Promotion Analyst –Kazi Mow

Regional Sales – Badhon Ahmed

Our marketing team organization will manage everything whatever will be required for
establishing, operating business actions, marketing programmers. Plan will be flexible and it
will be easy to adapt with changing environment. A stable plan will not be implemented.

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