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COURSE: MKT202
SECTION: 21
GROUP: NICHE MARKETERS
OBJECTIVE: DEVELOPING CUSTOMER DRIVEN
MARKETING STRATEGY FOR A NEW COMPANY

PREPARED BY PREPARED FOR

MOHAMMAD NAIM 1811439630 Honorable,

FARHANA KADER RINKY 1813270030 FARHANA HABIB ZINNIA

Lecturer
FATIMAH TUZ ZOHRA 1811381630
TITHI Department of Marketing, SBE

North South University, Dhaka

ANTA ISLAM MIM 1812733630

M.S.N TASAWAR MATIN 1813419630

MOHSIN ISLAM SAJOL 1812835630

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Acknowledgement

First of all, we would like to express gratitude to Almighty Allah for giving us blessings to

complete this project.

While doing this project, we had to take help and guideline from our respected faculty, who

deserve our greatest gratitude. We would like to express our sincere gratitude to our course

instructor Ms. Farhana Habib Zinnia [FHZ], lecturer, Department of Marketing and

International Business. She taught us the lessons so well, guided and supported us very

precisely for this project. We would also like to express our deepest gratitude to all those who

have directly and indirectly guided us in writing this report. Many people, especially our team

members themselves, have made valuable and constructive suggestions on this proposal which

gave us an inspiration to improve our project by a large margin.

Lastly, we would like to thank our parents for constant support and encouragement.

Thank you.

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Table of Contents

EXECUTIVE SUMMARY ..................................................................................................... 5

INTRODUCTION.................................................................................................................... 6

STP STRATEGIES .................................................................................................................. 7

PRODUCT ................................................................................................................................ 8

PRICING STRATEGY ......................................................................................................... 11

PLACE/MARKETING CHANNELS: ................................................................................. 13

ADVERTISING ..................................................................................................................... 15

SALES PROMOTION .......................................................................................................... 18

PUBLIC RELATION ............................................................................................................ 18

STRATEGIC APPLICATIONS ........................................................................................... 19

CONCLUSION ...................................................................................................................... 20

REFERENCES ....................................................................................................................... 21

APPENDIX ............................................................................................................................. 22

FIGURE 1: LOGO OF OUR COMPANY .............................................................................. 22

FIGURE 2: CREATIVE PRINT ADVERTISEMENT ........................................................... 23

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Executive Summary
The name of our company is “Shampan” bearing the tagline “Bringing elegance”. Our
company aim is to be a reliable niche for sanitary based ceramic products.

We segmented our consumer market into three categories i.e. Demographic, Psychographic,
and Behavioral. We selected “Concentrated Marketing” as our market coverage strategy by
evaluating the factors that attracted us to use this strategy. We positioned our products as “More
quality for more price” value proposition as we will provide greater value to the customer
through our products.

.We will introduce our company as Manufacturing Brands. Pricing strategy for our company
is “Market Skimming”. Core benefit of our products is sanitation facilities and we will provide
necessary after-sale service to build a positive customer relationship.

All levels of the distribution channel will be maintained by us with no involvement of external
intermediaries. We will maintain a 3 layered distribution channel in order to reach our final
consumers. The channels will be as follows: Manufacturer  Warehouse  Retail stores 
Final Consumers.

Primary purpose of our advertising objective is to “Inform” and “Persuade” with a general
message ““No trouble about sanitaryware dirt”. We selected our specific media vehicles such
as, newspaper, print ad, magazines and social network by evaluating media vehicle’s audience
quality, audience engagement and editorial quality

We will highly use different sales promotion tools such as coupons, rebates to consumer,
allowances, push money to resellers to boost our sales. We will also organize sales contest,
trade shows to encourage our sales force.

We are very much aware about the industry ups and downs and future prospects of our company
so, therefore we forecasted possible strategic applications of Product/market expansion grid
and brand expansion grid. Our company has huge opportunity of line extension as well as we
can extend our existing brand name to a new product category of ceramic.

Another major aim of our company is to participate in societal marketing. We will try to
improve public goodwill by contributing money and time to “Public Service Activities”.

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Introduction
Our brand “SHAMPAN” is a company which engaged in manufacturing sanitary based
ceramic products. We focus on innovation and ensure better quality and unique design product
for our customer. We always maintain a good customer relationship with our company. We
focus on a specific group of people demanding expensive product for best quality.

Significance of our Brand Name

We are going to uphold our national heritage and history on our all products like: Nakshikatha,
Grassy field, Village lifestyle, Langol, Farmers life scenario via the design of our products. For
such artistic step, we choose our brand name as “SHAMPAN”

Our Offerings

Product: We will offer high quality premium and unique sanitaryware to our target customer.
Categories simply include Wash Basin, Water Closets, Urinals, Bath Tub, Sink, Bathroom
Accessories made from ceramics etc. Competitive advantage of our products is that our product
is mainly dirt rebarbative. As a result, consumer won’t have to take care a lot about the hygienic
matters of toilet sanitaryware. Another plus point of our innovative sanitaryware is having
slight brushy texture which helps to minimize the probability of accident happens mainly
because of the slippery characteristics of sanitaryware.

Services: We are very much aware about the matter of customer relationship. On behalf of our
product offering, we will also offer after sale service such as, installation of sanitaryware,
plumbing service, maintenance and repairing service of our products, 24/7 support service,
careful delivery etc.

Logo: (Please refer to Appendix Figure 1)

Tagline: ‘Bringing elegance”

Our Vision & Mission

Vision: Our vision is to be the market leader of ceramic industry in Bangladesh in next 15
years and also highly contribute and involve our R&D into the research and development of
ceramic industry.

Mission: To be a reliable niche for sanitary based ceramic products through innovation, quality
and design.

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STP Strategies
Consumer segments to use:

• Demographic:
o Income Segmentation: We will be using income segmentation to segment our
product for the best possible results. Consumer’s income is important as we’re
targeting the affluent consumers.
• Psychographic:
o Social Class: By using psychographic segmentation, we’ll be offering our
consumers the best ceramic experience in Bangladesh according to their social
class status and lifestyle. We promise to mesmerize the elite class people with
our soothing designs and elegance based on their lifestyles.
• Behavioral:
o Benefits Sought: We will offer one of the most unique qualities and dirt
rebarbative product, slight brushy bathroom products. Customers searching for
this type of benefits will be our primary segment to target.

Targeting strategies to use:

We will be focusing on Concentrated or Niche marketing strategy by putting efforts on a small

percentage of the population with greater knowledge of consumer needs. With amazing
products and services we’re hopeful to be effective to our carefully defined segments.

• Company resources: Our company resource is limited in the introduction level.

Basically, sanitaryware needs high-end machinery for production and at the intro level
we won’t be able to attain those high-end machinery, instead we will collect mid-range
machinery from china for our production.
• Size & growth: As Bangladesh is a developing country, the demand for premium
quality sanitaryware is low and only a specific number of segments with high
purchasing power is able to purchase premium products, making the market segment
condensed in size. But, as the purchasing power of general people is increasing day by
day, the growth rate in this market segment is positive.
• Structural attractiveness: Almost all company in ceramic industry is following
undifferentiated market coverage strategy as they are producing ceramic products for

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 all segments. But we will offer our premium sanitaryware based products to specific
niches which contributes to less competitors.
• Company objectives & resources: We will offer high quality premium luxury products
carefully targeted to specific elite class of the society, a potential market segment
overlooked or ignored by the competitors.

Value proposition:

More for more: Our company will be using more for more positioning strategy to place our
products in the market. We will be charging more price in exchange of high quality products.
With superior quality, style, performance, craftsmanship, the buyer will be receiving prestige
through their purchase.

Product
Our current existing products are sanitary, etc. we are planning to add glasses also in our Manu
in the future. Consumer often think that a product is simply the physical item that customer
buys. As a product planner We should follow these three levels.

Installation, Plumber Job & After

Sale Support
Sanitaryware

Sanitation Facilities

Core Product:

About product & services, core level is the most basic level. A core product not a tangible
product. We can’t touch it. We should focus to give good quality's into the core product. As
for example, we can talk about bath tub as our sanitary product. We use as core product such
as: high gloss acrylic, fiberglass reinforcement & composite core. The benefit of the bath tub
is that, tubs features are beautiful with high gloss finish with a composite core for rigidity,
superior heat insulation & we made it to think about a human maximum height. The benefit of
the core product makes it valuable to the consumer.

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Actual Product:

In the actual product there have brand names, features, design, packaging etc. all of this will
attracted customer to buy our products. Actual product is the tangible. To the level of actual
product first of all we made our brand name into the body of the product we write our brand
name, features, date etc. we packaging our product with some colors, some attractive pictures
& etc. we hope our product are stable & which will satisfy the customer needs.

Augmented Product:

We are very much concerned about our customer satisfaction. Into the augmented product there
have delivery & credits, product support, after sale service, warranty & etc. We provide careful
installation, plumbing job, maintenance and repairing service, 24/7 after sale support. The
features of augmented products can be converted into benefits for individuals.

Product Type

Our product type is considered as Specialty Products. Characteristics of our product:

• Buying Behavior: Special purchase effort; Low price sensitivity

• Price: High price
• Distribution: Exclusive distribution in few outlets per market area
• Promotion: Carefully targeted promotion toward specific target market

Individual product decision:

• Attributes:
o Quality: Premium quality sanitaryware
o Features: Dirt rebarbative; Slight brushy texture;
o Style and design: Eye catching design and innovative design for efficient
performance.
• Branding:
o Brand name: Shampan
• Packaging: Safety prioritized packaging.
• Label: Safety precaution
• Support: Installation to after sale support.

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Brand Sponsorship:

We will introduce our company as Manufacturing Brands and all levels of the distribution
channel will be maintained by us with no involvement of external intermediaries. Therefore,
all distribution functions will also be handled by us, such as; Taking risks for the entire process
both financially and physically; Financing the whole operation; Undertaking promotional
activities; Negotiating with the customers, Passing Information about our products and
services; Contacting with our customers and handling Physical Distribution of the products.

PLC in Bangladesh Industry

Product Introduction Growth Maturity Growth

Development

Sales

Profits

• Product Development: After generating sufficient idea of product prototype, we will

start producing our product using our starting capital. Sales will be zero and investment
will be high. Profits will be at a negative stage.
• Introduction: We will introduce our developed product inducing high promotion cost,
Cost Per Customer Acquired will be high. Competition will be low as we are
introducing new concept.
• Growth: At this stage, the sales will start growing, Cost Per Customer Acquired will
start minimizing, Profit will start showing as well as competitors will try to enter our
targeted segment.
• Maturity: At mature stage of our product, the sales will reach as peak level as well as
the profit.

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 • Growth: Primary objective will be phasing out weak items in this stage to minimize
cost and we hope that our product will again gain growth through new innovative design
and cost minimizing techniques by using technological advantage.

Pricing Strategy
Pricing strategy is the policy a firm adopts to determine what it will charge for its products and
services. Strategic approaches fall broadly into the three categories. They are given below:

▪ Cost Based Pricing

▪ Value Based Pricing

▪ Competition Based Pricing

And for our product we choose Cost Based Pricing Strategy

Our company focus on pricing methods of determining the selling price of a product by the
company, wherein the price of a product is determined by adding a profit element (percentage)
in addition to the cost of making the product.

• New Product Pricing Strategy:

We choose Market Skimming Pricing for our product.
We set a high price for our product to skim maximum revenues. For setting a higher
price we will provide very high quality of product which will give consumer a luxurious
affection as well. Our sales will be more profitable for this we will give best
recommendation product so that consumers will like to having our product.
• Product Mix Pricing Strategies:
The product mix is the collection of products and services that a company chooses to
offer its market. In five types of product mix pricing strategies, we choose Product Line
Pricing for our product.
• Price Adjustment Strategy:
Companies must adjust their basic prices to account for differences in customers and
situations. There are seven price adjustment strategies and we choose one of them,
which is Psychological Pricing.

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 o Psychological Pricing:
Psychological pricing may help to maintain the price while making it more
attractive. We set higher price for our products so that consumers having it for
higher quality. And after examining our products they will surely meet a
upgrading high scale, luxury product. And we will set a thought in our
consumers psychology that we provide better quality than others via higher
price.

The categories of our Sanitaryware and price table:

Product category we will offer to the market is stated below in the table with estimated price
range

Product Category Price Range

Wash Basin 5,000 - 20,000

Water Closets:

• Low Pen 2,000 – 8,000

• High Pen
10,000 – 25,000

Urinals 6,000 – 15,000

Bath Tub 10,000 – 25,000

Sink 2,000 – 6,000

Pipes 1,500 – 3,000

Flushing Cistern 5,000 – 12,000

Bathroom Accessories:

• Bath Tub Based Showpiece 1,500 – 2,500

• Basin/Hand Shower Based Showpiece
2,000 – 4,000

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Factors to Consider While Setting Price:

• Competitors – generate a huge impact on pricing decisions. The relative market shares
(or market strength) of competitors influences whether our business can set prices
independently, or whether it has to follow the lead shown by competitors.

• Costs – our business cannot ignore the cost of production or buying a product when it
comes to setting a selling price. In the long-term, our business will fail if it sells for less
than cost, or if its gross profit margin is too low to cover the fixed costs of the business.

• The state of the market for the product – if there is a high demand for the product,
but a shortage of supply, then our business can put prices up.

Place/Marketing channels:

Manufacturer Warehouse Stores Consumer

• Location strategies for the factory:

As we are the manufacturer of Shampan Sanitaryware, we have decided to locate our main
manufacturing plant to a convenient distant from our retail stores so that it will be easier
for us to distribute our products effectively. Therefore the location is set to be in Savar
which is pretty close to Dhaka where all our retail stores will be located along with our
central warehouse.

• Location of the warehouse:

We will set up our own warehouse in Motijheel, which is the center point of Dhaka. The
location of our warehouse is set in such a way so that it will be easier to distribute the
products to all of our retail chains within a short period of time. Also, as we are targeting
industrial customers of Real-estate as well; we are also going to directly deliver the ordered
products to them in their required locations as per their request to maintain good customer
relationships with our valued customers. As for our other direct customers, they can either
purchase directly from our retail stores or also place orders accordingly for delivery.

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• Location of the retail stores:
Initially we are setting up three major retail stores respectively in the areas: Gulshan 1,
Hatirpool and Mirpur 10. As we are targeting elite class customers, keeping one store in
gulshan is essential. As for Hatirpool, it is known to be a hub for sanitaryware retailers,
which is why customers from all over Dhaka tend to visit this area to explore their options.
There has been increasing development in Mirpur with a significant number of apartment
houses being developed by Real-estate agents, keeping this in mind we have decided to
keep one store at Mirpur as well in order to capture the potential customer base in that area.

• Distribution Channel:
Sanitaryware items are selective products which require selective distribution and we have
designed all our distribution channels accordingly as mentioned above. We are establishing
our own distribution channel including our central warehouse in Dhaka along with the three
major retail stores, and the transportation vehicles will also be owned by our company. This
will significantly eliminate any changes of vertical conflicts. Moreover, it will be easier for
us to allocate the tasks and coordinate activities more effectively by having full control
over the entire distribution operation.

• Distribution Functions:
We will maintain a 3 layered distribution channel in order to reach our final consumers.
The channels will be as follows: Manufacturer  Warehouse  Retail stores  Final
Consumers.
All levels of the distribution channel will be maintained by us with no involvement of
external intermediaries. Therefore, all distribution functions will also be handled by us,
such as; Taking risks for the entire process both financially and physically; Financing the
whole operation; Undertaking promotional activities; Negotiating with the customers,
Passing Information about our products and services; Contacting with our customers and
handling Physical Distribution of the products.

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Advertising

Possible Advertising Objectives

The overall advertising objective is to help engage customer and build customer relationship
by communicating customer value. We selected our possible advertising objective based on
our past decision about the target market, positioning, and the marketing mix.

Primary purpose of our advertising objective is to “Inform” and “Persuade”

▪ Informative Advertising
i. Communicating customer value: First objective of our advertisement is to
scrutinize how the target market react to our products.
ii. Building a company image: As our company is just entering the market as a
novice, we want to build a brand and company image through advertising.
iii. Describing available services and support: Our company has taken the after-
sale service as careful consideration. So, we want to our target market about all
the inform available services and support we are willing to give them.
▪ Persuasive Advertising
i. Changing customer perceptions: In general, people adopt negative perception
about sanitaryware in case of hygiene. We want to convert that negative
perception to positive and convince our customer about the unique sterility
feature our products.
ii. Encouraging switching to our brand: By providing clear idea about our
products unique features, we want to encourage our target market to switch from
their current brand preference.

Advertising Message

General Message: “No trouble about sanitaryware dirt”

Message Strategy: We developed a compelling creative concept that will bring the message
strategy to life in a distinctive and memorable way, and our message strategy consists of
advertising appeals.

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Characteristics of our advertising appeals:

▪ Meaningful: In our advertising appeals, we clearly pointed out benefits that make
our product more desirable and or interesting to our customer.
▪ Believable: Customer will believe that our product will deliver the promised benefit
by seeing the persuasive photo we have used in our advertising media.
▪ Distinctive: Our message is distinctive compared to competitors. Usually our
competitors offerings state the fact of “Elegance” whereas our offerings state the
fact of “Hygiene”.

Execution Style:

• Style: We used “Slice of life” approach in our advertising message. Customer will
notice an attracting image in our advertising media where a mother is holding and
hugging her daughter comfortably in a washroom surrounding with our products.
• Tone: Our advertisement says something very positive about our products.
• Words: We used attention-getting word “No Moil, No Turmoil” that will surely
grab the attention of the customer.
• Format: Formatted elements make a difference in an ad’s impact as well as in its
cost. Format of our advertising media consists of:
o Illustration: As we are using print media, illustration is the first thing the
reader notices. We used illustration of a mother holding and hugging her
daughter comfortably in a washroom surrounded with our product which is
strong enough to draw attention.
o Headline: The headline “No Moil, No Turmoil” will surely entice the right
customer to read the copy.
o Copy: The main block of text in our ad is simple but strong and convincing,
consists of basic introduction of our company, features of our products,
services we provide and unique illustration of our top products.

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Advertising Media:

• Reach, Frequency, Impact, and Engagement through major media types:

We want to reach 50% of the target market during the first year of our ad campaign. We want
to optimize our frequency of ad to the highest level (Every weekend) as we are not an
established brand, and the number of competitors is high in the industry.

We will run our advertising campaign through digital and social media because of its high
selectivity, low cost nature. We can also engage customer through interactive website, social
networking fan pages, online survey about our products etc. Advertising through newspaper
will help us to grab good local market coverage. Also, people tend to have high believability
and broad acceptability in terms of newspaper advertisement. The qualitive value of our print
media message exposure through newspapers i.e. The daily Star will be high. We will place
our ads into top magazines running in the market based on geographic and demographic
selectivity. Mostly we will choose lifestyle related magazines.

• Specific Media Vehicles:

We selected our specific media vehicles by evaluating media vehicle’s audience
quality, audience engagement and editorial quality.
o Newspaper: The Daily Star, The Financial Express, Dhaka Tribune.
o Magazines: ICE Today, Mirror, Canvas, Corporate.
o Social Network: Facebook, LinkedIn, Instagram.
• Media Timing:
We scheduled different media timing for different media vehicles over the course
of the first year. Proposed media timing for each media vehicle is stated below:

Media Vehicle Advertising Schedule Advertising Pattern

Newspapers Daily Continuity

Magazines Weekly & Monthly Continuity

Social Network Continuous Continuity

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Creative Print Advertisement: (Please refer to Appendix Figure 2)

Sales Promotion
We decided to boost our sale by using sales promotion in three levels stated below:

• Sales Promotion targeted to Consumer:

o Coupons: Consumer love coupons as it saves their money when they purchase
specified products. To combat coupons clutter, we will issue our coupon
carefully to the specified target customer who are really interested and capable
of buying our products.
o Advertising Specialties: We will offer useful articles i.e. apparel, pens, coffee
mugs, calendars, key rings imprinted with our company name, logo as a gift to
the customer.
• Sales Promotion targeted to Resellers:
o Allowances: We will offer advertising allowances to the resellers for taking part
in promotion of our product. We will also offer display allowances for the
special display of our product in their outlets.
o Push Money: We will offer attractive amount of commission and gifts to the
sales force to boost the sales of our products.
• Sales Promotion targeted to Industrial Customers:
o Sales Contest: We will arrange sales contest among our channel members to
motivate them to increase their sales performance. We will award points to the
salesforce according to their performance and the awardee can receive cash
prize, gifts, trips for the acquired points.

Public Relation
• We will try to improve public goodwill by contributing money and time to “Public
Service Activities”. We will try to make effective deal with “Dhaka City Corporation”
to build high quality public toilet and washroom using our sanitaryware, in different
busy and important area around the city.
• We will also try to sponsor renovating and developing hygienic toilets and washroom
in universities, schools, non-profit organization using our sanitaryware.

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Strategic Applications
Product/market expansion grid:

• Market penetration: Our ceramic product has traditional, zig-zag and artistic design so
that our customers can easily choose as their wish. We have made a division-based
distribution system and 10 workers for each division will work for it. We have online
page where people can order from any place of country. We fix our product price
differently for corporate people and upper/elite class general people.
• Market development: We make super brushy sanitary ware for basically old people and
general brushy sanitary ware for all types of people. We also make glossy ceramic for
bathroom/toilet’s surrounding wall and basin. So, people choose as their sweet will.
• Product development: Sometimes we make different types of glossy and very eye
catchy sanitary ware for corporate sector because basically, this people don’t need any
brushy product.
• Diversification: We also make small commode, small bathtub for child and it is flexible
so that consumer can remove it when their children will grow up.

Brand expansion strategy:

• Line extension: Our ceramic products has color variation. Square, round and
rectangular shape ceramics for bathroom/toilet’s surrounding wall. Small, medium and
large size sanitary ware for age based. For an example: children use small commode
and bathtub.
• Brand extension: In our brand, we give some modified unique product such as: flexible
small size product for children which can remove when children will grow up. We also
make beautiful table ware of different design.
• Multi-brands: We have same products but give two brand names for upper class
general people (Haor) and corporate level people (Jheel) which are included our main
brand Sampan. Haor has same products but brushy ceramics are more available here.
Jheel has also same products but glossy and colorful ceramics are more available here.
• New brands: We also make new brand for our new products Our new brand is
“Stombho” and products are cement and steel. We focus on future prospect to make an
established market demand.

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SWOT analysis:

• Strengths: Our product has strong build quality with different types of design. Dirt
rebarbative and brushy condition of our ceramic product are our strong zone.
• Weaknesses: We have limited product for very specific people and we are not in mature
market.
• Opportunities: We concentrate a very specific sector of people so that we can skim
more profit from less customer. We have less competition and now, city people are very
eager to buy good and different quality ceramics though it is expensive.
• Threats: Wherefore we maintain more profit less customer strategy, so we should
always ensure better quality product otherwise we don’t get any good result from
market. It is very difficult to build customer’s loyalty in this case.

Conclusion
Our ceramic product is really a good choice for elite/upper class people. We make as their wish
so they don’t need to face any disturbance of choosing. We segment it age wise and keep strong
focus on corporate level people. People need safe and beautiful sanitary product and we give it
to them. Our distribution system is very unique and free of disturbance. Specially, we focus on
innovation with fruitful step and think about how people get the best one.

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References

IDLC Finance Limited. (2015). Ceramic Industry in Bangladesh A Sector Rising Strong. IDLC Monthly
Business Review, 2-3.

Philip Kotler, g. A. (2016-2017). Principles of Marketing. Pearson.

Wikipedia. (2018). Retrieved from Wikipedia: http://www.wikipedia.com

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Appendix

Figure 1: Logo of our company

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Figure 2: Creative Print Advertisement

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