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EXECUTIVE SUMMARY
MERIL Consumer Brands will launched MERIL Cocoanut Hair Oil in the year 2007. MERIL Consumer Brands introduced this product with a vision of achieving the top position in the Cocoanut Hair Oil market in near future. Keeping this perspective in mind MERIL Consumer Brands has collected raw materials from the best possible sources to ensure customer satisfaction. Though this year MERIL Cocoanut Hair Oil faced several negative situations in the market for purchasing local raw materials. MERIL Consumer Brands wanted to establish its name in this particular market through this product, which will facilitate the marketing of future products to a considerable extent. The objective of this Marketing Plan is to formulate a proper guideline action plan. Competitive brands were very aggressive and spent huge amount in advertising during the last few years. Furthermore, Parachute as a popular and familiar brand in India, entered into Bangladesh market with extensive campaign and also enjoyed the spillover advantages that led them to success. SWAN brand brought about continuous changes in their TVCs and promoted tremendously during last two years.

At the same time, this year we plan to increase our sale volume over 2007 by 39%, which will establish MERIL Cocoanut Hair Oil in the market with 3021% shares and achieve NSI of Tk. 39 million, griss margin of Tk. 7.51 million(19.48% of NSI). MERILs threat comes from Squares Jui, Lalbaghs Gandharaj, Kallol Distributions Parachute, Aromatic and Keya, because they spend heavily in electronic & print media, merchandising and distribution. Consumer awareness and product acceptance both depend on Promotion (In electronic media, print media, trade scheme, consumer scheme, outdoor media, and POP and merchandizing activities). So, considering the promotion budget we will give more emphasis on electronic & print media, trade scheme and consumer scheme.

MERIL COCOANUT HAIR OIL Marketing Plan

Table of Contents
Executive Summary. 1

A. Hair Oil - Products Details................................................................................... 3


1.1 Specification........................................................................................................................................... 3 1.2 Formulation........................................................................................................................................... 4 1.3 Raw Materials....................................................................................................................................... 4 1.4 Raw Materials Source............................................................................................................................ 4 1.5 Packaging Materials .............................................................................................................................. 4 1.6 Pack Size.............................................................................................................................................. 5 1.7 Price Analysis ....................................................................................................................................... 5 1.8 Features................................................................................................................................................. 6

B. Introduction ........................................................................................................ 6
2.1 Profile of Total Branded Hair Oil Market............................................................................................. 6 2.2 Analysis of Market Size, Segment, Share & Growth: ........................................................................... 7 2.3 Analysis of competition .......................................................................................................................... 8 2.4 Competitive promotional medias ............................................................................................................. 9 2.5 Competitive pricing:.............................................................................................................................. 10 2.6 Distribution and distributors profile of different companies: ................................................................... 11

C. Swot Analysis of MERIL Cocoanut Hair Oil......................................................12


3.1 Strength of the Product ......................................................................................................................... 12 3.2 Weakness of the Product ...................................................................................................................... 12 3.3 Opportunity in the Market .................................................................................................................. 12 3.4 Threat ................................................................................................................................................. 12

D. Objectives ............................................................................................................13
4.1 Marketing Objective............................................................................................................................. 13 4.2 Financial Objective .............................................................................................................................. 13 4.3 Campaign Objective ............................................................................................................................. 13

E. Marketing Strategy .............................................................................................14


5.1 Advertising and Promotion .................................................................................................................. 14 5.2 Sales and Marketing............................................................................................................................ 16 5.3 Target Market And Consumer Profile Of Hair Oil............................................................................. 16 5.4 Product Strategy................................................................................................................................... 18 5.5 Pricing Strategy.................................................................................................................................... 20 5.6 Promotion Strategy............................................................................................................................... 20 5.7 Distribution Strategy ........................................................................................................................... 21

F. Budgets....24 G. Conclusion......25

MERIL COCOANUT HAIR OIL Marketing Plan

A. HAIR OIL - PRODUCTS DETAILS

1.1 SPECIFICATION Market Product Brand l Manufacture Production plant Product Life Cycle (PLC) Product Mix 1.2 FORMULATION : MERIL Consumer Brands : MERILFL, Rajabari : Growth Stage : 2 Pack Size (200 ml & 400 ml) : Bangladesh : Cocoanut Hair Oil : MERIL Coconut Hair oil

Mixing Ratio

RBD: DP = 2: 1

1.3 RAW MATERIALS RBD = DP TESTS Appearance Odour Solubility Free Fatty Acid Acid Value Saponification Value Iodine Value Specific gravity Refractive Index (RI) Refined Blessed Deodorized = Double Palm SPECIFICATIONS Pale yellow color, oily liquid Characteristics STANDARD (BSTI) N/A N/A

Soluble in hot alcohol and alcohol N/A ether mixture 0.5% max. as lauric acid 0.5 max 1.0 max 245-265 7.5 to 10.5 0.915 to 0.920 1.445 to 1.450 0.5 mg/gm max 248-265 6-13 0.915-0.920 1.448-1.450

MERIL COCOANUT HAIR OIL Marketing Plan

1.4 RAW MATERIALS SOURCE RBD = Sime Darby Edible Products Ltd. 255, Jalan Boon Lay, Jurong Town, Singapore-619524 DP = Adamjee Lukmanjee and Sons Ltd. 140 Grandpass Road, Colombo14, Srilanka.

Nasiruddin & Brothers Hajee Market (1st Floor) 261, Khatungonj Ctg. Tel: 638745, 635267 1.5 PACKAGING MATERIALS Specification of Container: SKU Before Sealing Height 200ml 400ml 63mm 92mm Mouth Dia 85mm 93mm After Sealing Body Height Mouth Dia Dia 255mm 62mm 81mm 280mm 91mm 89mm Body Dia 255mm 280mm Coating Tin Thickness 5.6/5.6 0.18 to or over 0.20 mm Temper Contain T3-T4 and for lid T4T5

Specification of Shipping Cartoon: Corrugated three ply Size 1.6 PACK SIZE MERIL Cocoanut Hair Oil is available in two SKU 200 ml and 400 ml Product ACHO ACHO Pack Size 200 ml 400 ml Mode Of packaging Cartoon Size Tin Tin 24 Pcs 12 Pcs

(10 x 7 x 7 5/8) inches

MERIL COCOANUT HAIR OIL Marketing Plan

1.7 PRICE ANALYSIS COGS Calculation: 200 ml (10% Extra) Sl no. 1 2 Particulars NSI Raw Material Packaging Material Labor and FOH COGS Gross Margin Amount in Taka 26.81 : : : : 13.20 7.94 .93 (82.32%of NSI) (17.68%of NSI) 22.07 4.74

COGS Calculation: 400 ml Sl no. 1 2 Particulars NSI Raw materials : Packaging materials : Labor and FOH : COGS Gross Margin : Amount in Taka 47.51 26.40 9.22 1.26 (77.62%of NSI) ( 22.38%of NSI) 36.88 10.63

Basis of COGS Calculation Description Production process Price of RBD one kg Price of DP one kg Supplementary Tax Duty Labor and FOH 200ml Tk 1.44 = RBD: DP = 2: 1 = Tk 63.92 = Tk 114.43 = 12.5% = 41.48% 400ml Tk 2.28

MERIL COCOANUT HAIR OIL Marketing Plan

Price Structure: Product Pack size


200 ML 400 ML

NSI

Distributors Price
Tk 36.20 Tk 63.70

Trade price Including VAT


Tk 37.50 Tk 66.00

VAT

MRP

ACHO ACHO

Tk 26.81 Tk 47.51

Tk.4.89 Tk.8.61

Tk 40.00 Tk 70.00

1.8 FEATURES Acid value and other specification comply with standard. Raw materials are of best quality. Free from fortified chemicals. It has no artificial colors and perfumes. Easy opener.

B. INTRODUCTION
2.1 PROFILE OF TOTAL BRANDED HAIR OIL MARKET The estimated market size is approximately Tk 1500 million. Nearly 31% (Tk. 320 million) is occupied by unbranded/loose sector. Major competitions are Lalbag, Square, Parachute, Aromatic, Keya, Tibet, Tasmery, Henolux, and Luna. Category penetration is almost universal across urban and rural areas. Square, Lalbag, Parachute, Keya and Aromatic brands have a strong image and popularity and this is due to considerable amount of expenditure on promotion. Between these Lalbag and Square brands are prevail in the market since a long period. Recently a new brand namedLily came up with a very strong media campaign and has succeeded to shake the already established branded market.

MERIL COCOANUT HAIR OIL Marketing Plan

2.2 ANALYSIS OF MARKET SIZE, SEGMENT, SHARE & GROWTH: Market size is approximately Tk 1500 million. Hair Oil market is growing at the rate of 6% per year. Market of this product is urban, semi-urban and also rural oriented. It is relatively a slow moving product. MARKET SEGMENT

PRODUCT ACHO 200ml ACHO 400ml

MARKET Urban & Semi urban market and some portion of rural market Urban & Semi urban market and some portion of rural market

Market size of Branded Cocoanut Hair Oil in 2007: Tk. 755.56 million Market growth rate (per annum) MERILs turn over in (probable) MERILs share in Expected market size in MERILs expected turnover in MERILs expected Market Share in : 6% : Tk. 22.5 million : 2% Tk. 800 million Tk. 38.9 million 3.21%

A comparative analysis of the major competitors market share (Source: Container Supplier & estimated) is given below:

Competitor Parachute Jui Lalbag Keya MERIL Others*

Market Share in 2007 41.00% 23.00% 19.00% 3.00%

2.00%
12.00%

Other includes Henolux, Jasmine, Tibet, and Dabur etc.

MERIL COCOANUT HAIR OIL Marketing Plan

Market Situation MERIL Cocoanut Hair Oil expected market share in the year 2008 is 3.12%. It is expected to increase sales over the next few years because the market is expanding. The primary buyers are lower middle class people, aged 15 to 50, who are conscious about their hair. Besides the branded Hair Oil, there is much nonbranded Hair Oil available in the market. Consumers also want to buy 100% pure Hair Oil produced by a name they can trust. For this they seek help form different sources like different media, relatives, friends and other sources so that they can take decision in buying right product. 2.3 ANALYSIS OF COMPETITION

COMPETITION Current Market of Hair Oil is Cocoanut based and it is very competitive. Few numbers of local and foreign companies are operating in this market. Besides those companies, many new companies are also to enter into the market. Among those companies only a few are holding the majority of the market share. Major players are also trying to expand their product range in this market to tab different market segment by introducing

1. Normal Cocoanut Hair Oil in plastic container 2. Perfumed Hair Oil and Hair tonic
3. Hurbal Cocoanut Hair Oil

MERIL COCOANUT HAIR OIL Marketing Plan

2.4

COMPETITIVE PROMOTIONAL MEDIAS

A brief picture of competitors activity in last year is given below: Promo Brand Campaign Operating Media TV, Magazine, SWAN/Gandharaj News Papers, Radio & POP A Family brand Bonus & Commission Nil 400ml+free TV, News MERIL Papers, Radio & POP Non Sticky Product Bonus and gift bowl/Extra 10% Free 200ml+free comb/Extra 10% Free TV, Magazine, Jui News Papers, Radio & POP More light & purified and Tochopherol enriched Good Cocoanut Oil and 100% pure Product Bonus and gift & Commission Nil Appeal Trade Promotion Consumer Promo

TV, Magazine, Parachute News Papers, Radio & POP TV, Magazine, Keya News Papers, Radio & POP

Product Bonus, Commission and gift Product Bonus gift and Commission

200 ml Tk. 2 off 400 ml Tk. 4 off

Bright long black hair

Nil

MERIL COCOANUT HAIR OIL Marketing Plan

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2.5

COMPETITIVE PRICING:

400 ML VARIABLE ME RIL 70 66 JUI AROMATIC KEYA LALBAGH Parachute

MRP TP RETAILERS MARGIN

70 66

70 66

65 62

65 60

75 70

200 ML MER IL 40 37.5

VARIABLE MRP TP RETAILERS MARGIN

JUI 40 37.5

AROMATIC KEYA 40 37.5 38 35

LALBAGH 38 35

Parachute 42 40

2.5

2.5

2.5

Promotional Strategy Cocoanut Hair Oil market in Bangladesh is highly promotion based. All the major competitors are incurring huge expenditure on promotion in both press and electronic media. In order to penetrate this market we will spend a considerable amount of money in both the media. The year wise portability investment status of MERIL Cocoanut Hair Oil can be depicted in the following manner:

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Year 2005 2006 2007 2008

Status Profitability Market disaster due to Local purchase. Profitability (projected) Profitability

2.6 Distribution and Distributors profile of Different Companies: KALLOL DISTRIBUTION To collect the order by the own Sales Representative. To execute the Orders collected by Sales Representatives.

PARTICULARS

MERIL To collect the

SQUARE To collect the orders by the own Sales Representative. 75 To execute the

Distribution Pattern

order by the own Sales Representative.

No. Of Distributor

149 To execute the

orders collected by Orders collected by Role of Distributor Sales Representatives. Sales Representatives.

To store the goods Distributors Commission Distributors Incentives 4%

To store the goods 4% Quarterly incentive of cash / kind

To store the goods 3.5%

None

None

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C. SWOT ANALYSIS OF MERIL COCOANUT HAIR OIL

3.1 Strength of the Product Non-sticky Acid value is between 0.5 to 0.9 %, which is BSTI standard. Easy opener. Adorable Cocoanut fragrance.

3.2 Weakness of the Product This product is a late entrant in the market. Insufficient brand establishment and brand popularity. Low promotional budget.

3.3 Opportunity in the Market

Immense market size. 31% market is occupied by loose/unbranded Hair Oil. Introducing smaller size and lower priced Hair Oil to cater for the needs of all range of customers can extend product range.

Opportunity to increase markets coverage and retail penetration.

3.4 Threat New entrants to come into the market. Extensive promotion and campaign by the competitions, specially Parachute with local and lot of spillover from satellite channels. Well-built brand image of the competitions. Imported Hair Oil like Vatika Amla and others to take potential market share.

MERIL COCOANUT HAIR OIL Marketing Plan

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D.

OBJECTIVES

4.1

Marketing Objective To increase sales volume over 2007 by 39% To establish the MERIL Cocoanut Hair Oil in the market with 3.12 % shares

4.2

Financial Objective To achieve Net Sales Income (NSI) of Tk 38.57 million in 2008. To achieve Gross Margin of Tk. 7.51 million (19.48% of NSI) in 2008. To achieve EBIT of Tk. 1.1 million (2.85% of NSI) in 2008. PROJECTED TURNOVER IN 2008:

Net Sales Income (NSI) of Tk. 18.49 million. Gross margin Tk. 5.58 million (30.17% of NSI). EBT Tk. 0.91 million (4.92% of NSI).

4.3

Campaign Objective To create highs quality, positive and permanent brand image. To establish a brand personality as smart, friendly, reliable and trustworthy. To create far-reaching awareness among the consumers. To get the maximum demand from the consumers. Our campaign will also focus on the quality and adorable fragrance of the product. Key points of the campaign are as follows. MERIL Cocoanut Hair Oil is a quality product. Objective is to inspire consumers to trial purchase our new better-scented oil.

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E. MARKETING STRATEGY
Our marketing strategies are primarily aimed at increasing market share and establish the brand more dynamically. To implement the strategy we considered a unique product strategy and an extensive promotional strategy. Proper packaging, positioning, pricing and distribution strategy will also assist us to execute our strategy. 5.1 Advertising and Promotion

Our advertising and promotions will pivot around five key strategies: TV Advertisement, Radio Advertisement, out door advertisement, press advertising, consumer offers. TV Advertisement Television is the most effective to create brand assurance. All the premium brands of Cocoanut Hair Oil are presently focusing through electronic media campaign like BTV. BTV is the most popular TV Channel in Bangladesh. So, it is obvious for us to choose the BTV as the prime options according to the budget and the promotional expenditure available for the quarter, we will prepare our media planning. Our media planning will also include the selection of right program, at the right time for the right group of viewers. Because hair oil is a woman oriented product, based on the TV guide we have planned to book our schedule before or middle of the program like BENGALI DRAMA and SPECIAL MAGAZINE program etc to attract the woman viewers. We will put considerable effort into preparing and disseminating a regular flow of TV commercials. These will be based on stories about the key features and benefits of our product. We think these two channels will serve our purpose to the maximum.

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Radio Advertisement A huge number of our targeted consumers are rural based where radio coverage and listeners are large in number. Some of the special sponsored programs will be developed focusing the stories of our brand. Trade Promotion A general phenomenon of the competitor activity is trade promotion. So to ensure the width and depth of our products stock and also occupy more space in the retail outlets all over the country, we should adopt some trade promotion. Consumer Promotion It is important to increase instant volume and make the consumer loyal to the product. Our running consumer promotion is as following 400ml+free bowl, 200ml+free comb. After that we have some exclusive consumer promotion plan like Extra 10% free, 5 Tk. off with 400 ml & 3 Tk. off with 200 ml etc. Outdoor Advertisement We plan to have an exciting, informative, and actively managed outdoor advertisement. There will be wall painting all around the country. Press Advertising We will undertake a considerable amount (based on promotional expenditure) of press advertising in order to advertise our special promotion like consumer offer and to enhance our brand image activity. More often our targeted potential consumers go through daily newspapers; the more likely they are inspired to our brand when they have a need for our type of free offer.

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5.2

Sales and Marketing

Excellent selling skills are vital in our type of marketing. Therefore, everyone will be a fully trained in sale. Additionally, every quarter we will try to monitor all the problematic areas by observing half-a-days selling activity of the concerned sales forces and giving feedback on strengths and weaknesses in skills. We prefer to purchase retail store audit report, which would be the key to our strategic advantage in having superior data on market share and prospects. SALES BY NGO This idea is considered to use the strong network and potential access of the NGOs workers throughout the rural areas. We plan to sell our product to the NGOs (if possible through BRAC) at a discount price (negotiable) that they will sell at rural areas especially door to door at a reasonable price (negotiable) and would be prohibited from selling to the retailers. Primarily, we want to take some selective areas under this scheme to evaluate the feasibility of the program. This will encourage the non-branded hair oil users to use MERIL Coconut Hair Oil. This idea will help us to penetrate into rural markets at ease and will facilitate a good number of sales in those areas. Furthermore, NGOs will also assist us to reach the rural areas to the maximum. Our planning for Audio-Video Mobile Unit will furnish sufficient support in this regard through their magnificent campaign in those areas. 5.3 TARGET MARKET AND CONSUMER PROFILE OF HAIR OIL Target consumers of MERIL Cocoanut Hair Oil are actually women. They take decision to buy it. Women of Bangladesh are very conscious about long hair. For this reason they search the best product made by renowned company.

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TARGET MARKET: Primary Age Gender Family Life Cycle Occupation Social Class Monthly H\H income Number of household Number of female member Geographical Location Life Style Secondary Age Gender Family Life Cycle Occupation Social Class `Monthly H\H income Geographical Location Demographic Profile Market Age Number of female Gender Family life cycle Income Occupation Education : Bangladesh-Urban & Semi- urban : 6+above : 51.83 million : Female : Unmarried, Married : Tk 5,000-20,000 : Student, Housewife, Service etc. : Primary and above : 18-55 years : Man : Unmarried, Married : Student, Service Holder : Lower and Middle income group : Tk5, 000-25,000 : Rural, Semi-Urban, Urban : 12-50 years : Female : Unmarried, Married : Student, Housewife, and Service : Lower and Middle income group : Tk 5,000-20,000 : 5.07 million : 13.12million : Rural, Semi-Urban, and Urban : They used it for long and beautiful hair.

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Psychographic Profile Social Class Life Style : Lower and middle : conscious about hair. Search for better oil and goes to outlets, exposed to newspaper, radio and TV. Behavioral Profile Occasion Benefits User status Usage rate Readiness stage Purchase Habit Once or Two times a month Consumers purchase it as per his/her requirement. 5.4 PRODUCT STRATEGY : Regular : Keep Hair healthy and attractive. : Potential : Slow : Aware and informed

Our product strategy includes development in product and also in packaging. PRODUCT DEVELOPMENT To increase the fragrance of oil and to make it more scented with pure Cocoanut Oil we prepare to invent changes in the formulations. Previously, our formulation process included 2:1 as RBD and DP ratio. This process generated a little cocoanuts scent in the oil. This year we maintained this ratio. Final result of this ratio is satisfactory as well as acceptable. This ratio leads to an increase in fragrance, which is quite satisfactory. This does not affect the acid value and it also gives us suitable gross margin.

MERIL COCOANUT HAIR OIL Marketing Plan

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PACKAGE DEVELOPMENT

Under this development we are going to introduce MERIL Cocoanut Hair Oil in HDPE container with sticker printed design. This will be an additional line of MERIL Cocoanut Hair Oil. We will inspire consumers to trial purchase HDPE Container. We will sell newly more Cocoanut scented Cocoanut Hair Oil in this container as well as in the tin container so that they can perceive the new impression of MERIL Cocoanut Hair Oil. We have some Idea to make it Easy usable in the winter. For this reason we planned about plastic jar Container also. We also Change the Image of the Cocoanut, The Color and also the text of the tin container to make it more lucrative.

A brief picture of Cocoanut Hair Oil in plastic (HDPE) bottle of competitors is given below: (In Taka) Name of Company Lalbag Chemical Co. Square Toiletries Aromatic Cosmetics Kallol Distributions Brand Name SWAN SKU 400ml 200ml 400ml 200ml 400ml 200ml 500ml Parachute 400ml 200ml Jaba 400ml 200ml 400 ml 200 ml TP 60.00 35.00 66.00 37.50 66.00 36.00 84.00 70.00 40.00 60.00 35.50 65.00 37.50 MRP 65.00 38.00 70.00 40.00 70.00 40.00 90.00 75.00 42.00 65.00 38.00 70.00 40.00 Sticker Print Screen print Screen print Remarks Shrink label

Jui

Screen print

Aromatic

Shrink label

Luna Toiletries

MERIL Proposed

MERIL

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5.5

PRICING STRATEGY

Competitive pricing scenario of MERIL Cocoanut Hair Oil expose that almost all the competitive brands are parallel. SWAN Brand of Lalbag and Keya of Keya Cosmetics are offered at lower price. However, we like to follow the normal market practice in this regard. 5.6 PROMOTION STRATEGY

Our promotional strategy is for the most part aimed at informing consumers about the changes we commenced in the brand and motivate to trial purchase. Followings are the key strategy for a successful campaign.

NEW TVC DEVELOPMENT We desire to develop a new TVC for the brand for declared the consumer offer. This TVC will also clearly carryout the massage as the MERIL Cocoanut Hair Oil as smart, friendly, reliable and trustworthy. Key features of the product as non-sticky, pure coconut hair oil extracted from fresh and best Cocoanut oil will be highlighted. CONSUMER OFFERS The strategy for consumer offer is directed towards inspiring consumers for trail purchase. We primarily prepare for two-phased consumer offer in the strategy. These offers will include Bowl free with each 400 ml MERIL cocoanut Hair Oil and One comb free with 200 ml of MERIL Cocoanut Hair Oil. After that we have some exclusive consumer promotion plan like Extra 10% free, 5 Tk. off for 400 ml & 3 Tk. off for 200 ml etc. During the offer we expect to sell new blend Cocoanut hair Oil, which will help us to pull off the better impression of the consumers about the brand. However, this strategy will also help us to accelerate our sales and achieve our target thereby.

MERIL COCOANUT HAIR OIL Marketing Plan

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5.7

DISTRIBUTION STRATEGY

The target and potential consumers of Cocoanut Hair Oil live in all parts of the country. So to reach our product to each and every consumer even at the rural level we will ensure the following activities: a) Make the product available to maximum possible outlets. b) Deliver the product at the right time. c) Increase the depth of stock of each outlet. d) Smooth delivery of the product to all depots and distributors premises. e) Proper merchandizing i.e., ensuring proper display of our product on the shelf of retail outlet.

Furthermore, our sales strategy through NGOs will ensure penetration to the rural areas more successfully.

MERIL COCOANUT HAIR OIL Marketing Plan

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DIRECT COVERAGE BY THE MERIL CONSUMER BRANDS FIELD FORCES

Total National Coverage: 70,295 Outlets

Outlet Category Wise Territory Dhaka Mymensingh Tangail Barisal Faridpur Bogra Rajshahi Rangpur Jessore Khulna Kushtia Chittagong Comilla Maijdee Sylhet Sreemongal Total A-Class 608 155 10 115 79 131 41 111 76 131 104 105 96 98 55 39 2,129 B-Class 3,760 920 291 808 550 914 286 779 536 914 727 971 674 690 380 276 14,351 C-Class 14,877 1,347 2,035 2,917 1,992 3,305 1,037 2,811 1,933 3,305 2,629 2,651 2,435 2,498 1,390 998 53,825 Total 19,245 2,422 2,336 3,840 2,621 4,350 1,364 3,701 2,545 4,350 3,460 10,432 3,205 3,286 1,825 1,313 70,295

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Outlet Type Wise Territory Dhaka Mymensingh Tangail Barisal Faridpur Bogra Rajshahi Rangpur Jessore Khulna Kushtia Chittagong Comilla hMaijdee Seylhet Sreemongal Total GR 6,073 697 1,018 1,286 878 1,456 457 1,239 852 1,456 1,158 3,742 1,073 1,100 611 440 23,536 GS 6,833 716 704 1,218 832 1,380 433 1,174 808 1,380 1,098 2,673 1,017 1,043 579 417 22,304 CH 2,512 285 231 471 322 534 167 454 312 534 425 1,198 393 403 224 161 8,626 PP 1,198 467 236 381 260 432 135 368 253 432 344 1,520 318 326 189 130 6,990 WS 668 201 132 151 103 171 54 146 100 171 136 355 126 129 72 52 2,759 OTH 1,957 56 15 331 226 375 118 319 220 375 299 944 277 285 156 110 6,063 Total 19,245 2,422 2,336 3,840 2,621 4,350 1,364 3,701 2,545 4,350 3,460 10,432 3,205 3,286 1,825 1,313 70,295

The outlet monthly shelving planning in our distribution strategy for MERIL Cocoanut Hair Oil will be as follows:

Outlet Type Planned Coverage Min. Order/Month Quantity Sold / Month

B-class 755 400 ml 3 Pcs, 200 ml - 4pcs 400 ml - 32,289 Pcs, 200 ml - 43,052 Pcs

MERIL COCOANUT HAIR OIL Marketing Plan

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BUDGETS

Specific line budget items appear below: Companies Expenses Qtr 1 Qtr 2 Qtr 3 Qtr 4 Year 1 Year 2 Year 3 Year 4 Year 5 $

Administration 18,000 18,000 Management Training Promotion 35,000 35,500 50,000 30,000 50,000 50,000

18,000 50,000

18,000 55,000

80,000 240,000 70,000

200,000 390,000 150,000 600,000

300,000 420,000 150,000 540,000

400,000 450,000 150,000 560,000

450,000 480,000 150,000 580,000

50,000

50,000

150,000

Break -even calculations indicate that the MERIL coconut hair oil will become profitable after the sells volume exceeds 125000 early in the product second year. Our break analysis of MERILs first PDA product assumes per unit wholesale revenue of 6 taka per unit, and variable cost of 4 taka per unit, and estimated first year cost of 18,000,00.Based on these assumptions, the break even calculation is:

18, 000, 00 (6-4) taka =900,000 units

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CONCLUSION

MERIL is going to introduce coconut hair oil in a very competitive market. The oil segment of the market is very competitive than the other segments, so to get good profit from this segment in first few years MERIL will do a very good advertising campaign. Peoples usually keep interest on a new product in the market and to get profit from this MERIL will try to attract these peoples. MERIL will do a huge marketing process to make coconut hair oil successful in the market and get profit from this product as soon as possible. MERIL always stand for ceaseless afford and they never stand still, slow down, stop thinking and compromise with the product quality. They believe in using state of the art technology to cope with the ever changing world. So MERIL will do what ever it needs to make hair oil successful in both short and long run.

MERIL COCOANUT HAIR OIL Marketing Plan