To

Farzan Mitu
Lecturer, School of Business
North South University

Subject:- Submission of Final report

Dear Madam,
We had been assigned to prepare a final report for the course of MKT202. We had chosen the
roduct Travel Pillow for our project. We had an very ineresting as well as realstic experience
while working on this project. We thank you for giving us the opportunity to work on such a
project. We believe that it will increase our marketing skills further, and we will be able to work
better in the near future.

Thank you for your supervision.

Acknowledgement
It is indeed of great moment to pleasure to express
our senses of profound gratitude & indebtedness to
all the people who have been instrumental in
making it a rich experience. We found it to be a
challenging project that gave us a real practical
ideas about different types of strategies used in
marketing process of a product and it is almost
impossible to do the same without the guidance of
our course instructor Farzana Mitu (FrM) peoples
and the supportive equal contribution of our group
member. And It gives us a chance to do our project
done and providing us wonderful support
throughout our project with her valuable guidelines.

Table of Contents

1. Executive Summary
2. Business Details
Target market
Positioning Strategy
Marketing Mix
i.
Product
ii. Price
iii. Promotion
iv. Place
Differentiation Strategy
SWOT analysis
i. Strength (S)
ii. Weakness (W)
iii. Opportunity O)
iv. Threat (T)

3. Conclusion

Executive Summery
Bliss Travel Pillow is a health and comfort product. Bliss Pvt. Ltd. will provide different types of
travel pillow that fit the needs that traveler might have comfort wise. On traveling, especially on
a long air flight or long journey comfort or also driving for long periods at a stretch should be
one of the most important things traveler should think about and we want to comfort them on

that time by our product. Our products are coming in the market with some new comforts which
are totally unknown to the people of Bangladesh. Through our products we want to set up an
image that is a source of healthy life. Everyone wants to feel comfortable while they are
travelling, and travel pillow would make sure that comfort. We think our products will be able to
fill a gap on the market. We have stated earlier that Bliss Travel Pillow is coming in the market
with a long product line. We have different types of travel pillows which are Classic Travel
Pillows, Inflatable Neck Pillows, Contour Type Pillows, Doraemon Pillows. We have selected
city people, airlines, and companies that provide public transportations as our target market.
The target market and the marketing mix variables of product, place, promotion and price are the
two elements of a marketing mix strategy that determine the success of a product in the market
place. As this product is all about customer's comfort zone, so we will make sure to provide
them high quality travel pillow. We want our travel pillow to become customer's "a must need"
when it comes to travelling, so our positioning statement would be "a must have for travelers,"
through this statement we believe that whenever our customers would think of travelling, our
travel pillow would always feature in their "a must have when travelling" list. Our pricing
strategy will be skimmed pricing. As our target market will be high and upper middle class and
they will not be very much pricing sensitive. One of the main goals of our company is to serve
the consumer in the best possible way so that they can get it wherever they want to get it. So we
are optimistic about our success in this business and hope to be the market leader in this field in
the near future. We have no competitor so we will have first mover advantage also.

Target Market Profile:

We have selected city people, airlines, and companies that provide public transportations as our
target market. The traffic situation of Dhaka city make people spend a lot of time in the vehicles.
Wherever they go, they have to face traffic jam, and have to stay in the road for a long time.
Sitting on the vehicle for a long time can cause muscle sprain and many other problems. Travel
pillow could be a great solution to all these problems. This pillow can be provided by the airlines
and public transportations as well.

The target market and the marketing mix variables of product, place, promotion and price are the
two elements of a marketing mix strategy that determine the success of a product in the market
place. Travel pillow would be profitable for this segment because these people are in great need
of this product. Everyone wants to feel comfortable while they are travelling, and travel pillow
would make sure that comfort.
We have segmented the market, and chosen a market segment to enter. We have used the
different forms of segmentation for our target market as follows:

Geographic segmentations: City people

Demographic segmentation: Age- 6-above

Gender-Male, female and others.
Income- 45000-above.
Psychographic segmentation:
Social Class- Upper middle and upper class.
Lifestyle- People who have to spend a lot of time in the vehicles or who have to travel a lot.
Behavioral segmentation:
Benefits- Convenience
User Status- First time user

Positioning Strategy:

The Most Comfortable Travel Pillow in Bangladesh! Our company Bliss Pvt. Ltd. Produces the
most comfortable travel pillow in Bangladesh. Bliss travel pillow will protect you from the pain
and other travel neck syndrom and provide complete comfort for your neck. Designed with
comfort as the goal.
FinallyOur Bliss travel pillow will be the travel pillow that works!! Bliss Travel Pillow has it all!
Ultra-soft, washable and removable velour cover, lateral head stabilizing supports, large
format media pouch, a rear headrest, toggled drawstring for total support, bonus memory
foam ear plugs and a water-proof compact carrying pouch. There are some reasons why one
should use travel pillow during traveling

ensure complete support for head and neck will

soothe muscle tensions,
offer relief from shoulder/neck tightness and pain
prevent headaches
prevent long term neck hazards

So, Say good-bye to Travel Neck Syndrome and embrace the only travel pillow that delivers
Complete Support.

Product Differentiation:
Product: The product is luxurious and also an innovation on the market.
Personnel that interact with the customer: The customers can interact with us with the help of
toll-free online calling and also the video calling if anything found defective.

Image: The image of our product is very reputed and also through the worldwide market.
Quality: The quality of the product will be on the demand of the customers and also on the
demand

Services differentiation
1. Complain: We have the complain boxes for the customers so that they can submit
written objection there.
2. Feedback through Website: we have a website where the customers and registered
member will post their feedbacks. The customers will be able to write their feedback
easily and it will also save their time.

Personnel Differentiation
Courtesy: The courtesy of the entire personnel is the most valuable and the most respective
relationship within the entire competition. For this, we will choose the more enthusiastic self
motivated sales representatives and agents.
Reliability: The customers can rely on the distribution and the service of our products.
Responsiveness: The product feedback will be very responsive on the customers complains. The
products whole system of management depends on the feed backs of the customers.

Product
Bliss Travel Pillow is travel pillow which is a health and comfort product. Bliss Pvt. Ltd. will
provide different types of travel pillow that fit the needs that traveler might have comfort wise.
On traveling, especially on a long air flight or long journey comfort or also driving for long
periods at a streatch should be one of the most important things traveler should think about and
we want to comfort them on that time by our Bliss Travel Pillow. We think our products will be

able to fill a gap on the market. We have stated earlier that Bliss Pvt. Ltd. is coming in the market
with a new product. We have different types of travel pillows which are

Classic Travel Pillows: Bliss pvt.ltd will provide three types of classic pillows.
They are-

Inflatable Neck Pillows: If you are looking for a pillow that will be easy to pack
and will not take up much space then you should take a look at the inflatable neck
pillows. These pillows are usually horseshoe shaped and can be inflated to the desired
firmness.

Contour

Type

Pillows: The

most popular

travel

pillows

are

the

type

that

are

contour

meant to give

your

extra

Some

support.

neck
of

these are horseshoe shaped; others are more rectangular with a depression in the
center for your head.

Buckwheat Hull travel Pillow: Regular use of the Buckwheat Hull Night Pillow
and Millet Hull Night Pillow with their complete support for head and neck will soothe
muscle tensions, offer relief from shoulder/neck tightness and pain, and prevent
headaches. Our Night Pillows' certified organic buckwheat/millet hull filling will adjust
itself to the individual form and weight of your head.

Doraemon
provide

Bliss

Pillows:

We

also

Travel Pillow for kids

specially designed with famous cartoon character

Doraemon Pillows to attract them.

Pricing Strategy:
We produce the pillwos for the first time in Bangladesh and there is no such companies available
in our country.
Our pricing strategy will be skimmed pricing. As our target market will be high and upper middle
class and they will not be very much price sensitive.
We will pricing our product based on our cost incurred.
Category
Classic Pillows
Doremon

Users
Adults
Children

Cost(TK.)
400-1000
400-11000

Price (TK.)
1000-2500
1100-2600

Volume discounts and wholesale pricing: There will be special discounts for buying packages
like--Package
Family pack
Couple pack
Kiddy pack

Quantity
2 classic+1 doraemon
2 classic pillows
3 Doraemon

Discount
10%
7%
8%

Distribution Strategy:
The decisions concerning distribution are very important as this factor provides utility to the
consumer; and also having a quite high price than other ordinary pillows that is it makes a
product a little bit special effort to purchase when it is needed. One of the main goals of our

company is to serve the consumer in the best possible way. To determine how the products will
go from factory to the consumer, we examined some factors and related them to our products.
The factors are discussed below.

Market coverage: we will distribute our pillows in a exclusive manner. Where we have three
dealers in Dhaka and few sales representatives who will represent our products to our customers
in B2B markets. Our B2B customer will be the Airliance Agencies, Luxurious Public Highway
transportation companies (Mercidies Benz, Green Line).

Degree of Directness of Channel As our products are small in size, not

quickly perishable and as our consumers are dispersed in the market, we have chosen
indirect channel for our products.

Criteria in Selection of Channel Members by channel member we mean

the distributors, retailers, commission agents etc. who play a very important role in
case of launching a new product. We have followed the selective method in case of
choosing channel members; that is we have chosen them based on some set of criteria
or requirements which are as follows.
Reputation,
Services provided,
Solvency,
Warehouse facility and
Past experience.

Number of Channels We have chosen multiple channels (distributors, retailers) for

multiple target markets (according to age, income level, geographical area etc.) to
distribute our products.
So, finally our product flow will be like this.

Factor
y

Depots

Dealers

Retailer & Sales

representative

Custom
er

Promotion Strategy:
As we offer a new product to tme market, so we have to do with promotional activities to inform
about our products to our target market. According to that, we are going to use several marketing
media to communicate to our target customers. We are using different tools for that. Our
promotional and advertising strategy includes

ADVERTISING:
1. Postering: We will advertise by postering. We will do massive postering with our
brand name and logo.
2. Stickers & Coupons: We will be distributing our stickers & coupons in Airports,
Terminals, Railway station, in the busy streets with heavy traffics, and also in front of
the offices, universities through our agents. Showing those coupons the customers
can have a discount on their product.
3. Billboards: We will hire some billboards at the different entry points of the city so
that it can be noticeable by everyone.
4. Advertising through radio: We are also planning to advertise through the FM radio.
In the evening and also during the early in the morning when most people are on their
way to their respective work places. RJs will be encouraging the listeners about
travel pillow.

5. Advertising through Social Networking Sites: We will also open a group naming
. and invite people specially travelers to join this group. We will let people know
about our outlet and also encourage them to give our product a try.

6. Advertising
through
Newspaper
and
Magazine:
Before
starting our
salling
operations
we

will

inform about
our products
to the people
by giving advertisements in the top class news papesr like Prothom Alo, The Daily
Star; weekly and monthly magazines.

Sales Promotion : We will promote our product by giving some offerings like

Discounts on buying more than two pillows,

bonus memory foam ear plugs
a water-proof compact carrying pouch for each pillow

Offering caps,
Exotic stickers for vehicles
Toys for children, etc.

SWOT Analysis:
Strength:

As the market condition is monopoly , we have no competitors. So, we can

market the product independently. People will have no options to buy products
from any other companies.

As the production cost and labor cost is very low in Bangladesh, we can sell the

product by maximizing the profit.

As Bangladesh is famous for cotton industry and we have so many of it, so we

can sell our product with a tag "Made in Bangladesh" easily with a low labor cost.
We will provide a user guide so that consumers can know about the proper use of
the travel pillow.

Weakness:

As the product is very new in market, some people may not understand its

functions.
Most of the middle class and higher middle class people don't travel regularly. So,

it is very possible that they will have no interest on travel pillow.

Some people might find it as a burden during travelling session which can affect
its selling.

Opportunity:

As the target market is huge, grabbing a large market within a short period is

possible.
After entering the market, we can penetrate it easily as we are the only provider of
this product.

Threats:

According to the concept of "Perfect competitive market" , after launching our

product, we can earn profit in short run. But in long run, newcomers will come

and enter in the market and will try to take control of it.
Persons who have back pain and who don't know about the usefulness of the
product, they may not buy the product.

Conclusion:
So, this is all about our Bliss Travel Pillow and its marketing Strategy. As we are the innovators
of travel pillow in Bangladesh, we hope that our business will grow rapidly by informing about
our product. Because, for short term and long term trips, where packing is light, a set of BLISS
travel pillows will give a complete comfort. However, for long term journeys, where every inch
of packing space is a valuable commodity, the clear winner in this case goes to the Smooth Trip
neck pillow for size and comfort. So Purchase a BLISS travel pillow and remind us until your
next journy.