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13 Market challengers in different industries of bangladesh

13 market challengers in different industries of Bangladesh and their marketing approach.

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13 Market challengers in different industries of bangladesh

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  1. INDUSTRY: PHARMACEUTICALS LEADER: SQUARE INCEPTA Strategy: Flank LANKA BANGLA KEYA Serve uncovered market needs: First Ever Locally Manufactured Tetanus Antitoxin Injection, Rabies Immunoglobulin Injection, Hepatitis B Vaccine HEAD & SHOULDERS Strategy: Bypass New product line: Neocare baby diaper TANG PEPSI TIDE POLAR 1

  2. INDUSTRY: NBFI LEADER: IDLC INCEPTA LANKA BANGLA MODIFIED FRONTAL ATTACK KEYA • Use of billboards and brochures to target customers. • Officers go to client offices and homes to pull away customers from IDLC. • Brokers call clients with lucrative offers available for a short period of time-similar to guerrila marketing HEAD & SHOULDERS TANG PEPSI FLANK ATTACK to keep IDLC busy TIDE • Targets mostly small and medium investors • Identifies gaps in the market to exploit • Less focus on corporate clients POLAR ROXY PAINTS 2

  3. INDUSTRY: SOAP LEADER: LUX LANKA BANGLA KEYA FLANK ATTACK - Lower prices - Launched Wide - Stressed the benefit of use of Palm Oil as Raw Material HEAD & SHOULDERS TANG PEPSI TIDE FRONTAL ATTACK - Similar product positioning “Beauty Soap” - Similar distribution channels POLAR ROXY PAINTS RSRM STEEL 3

  4. INDUSTRY: HAIR CARE LEADER: SUNSILK KEYA HEAD & SHOULDERS Flank Attack -Targeting the market segment underserved by Sunsilk: Anti-Dandruff - Tagline: World’s No.1 Anti-Dandruff Shampoo -Targeted towards Women -Ambassador : JoyaAhsan -High frequency of TV advertisement -Matching advertisement frequency -Higher price than Sunsilk TANG PEPSI TIDE POLAR Frontal Attack -Similar frequency of advertising -Similar distribution channels ROXY PAINTS RSRM STEEL SUPER FRESH 4

  5. INDUSTRY: HEALTH DRINK LEADER: HORLICKS HEAD & SHOULDERS TANG PEPSI Flank Attack - Addressing the need not covered by Horlicks : refreshing cool drink - Launching new product lines: Mango -Protecting market share: - Variety in products - Affordable pricing TIDE POLAR ROXY PAINTS RSRM STEEL SUPER FRESH APEX 5

  6. INDUSTRY: BEVERAGE LEADER: COCA COLA TANG PEPSI Strategy: Frontal TIDE POLAR Expanding market demand: • Makes Quality products • Partners up with other Franchises of Transcom Ltd. ROXY PAINTS Protecting market share: Competitive pricing RSRM STEEL SUPER FRESH APEX BANGLALINK 6

  7. INDUSTRY: LAUNDRY LEADER: WHEEL PEPSI TIDE Strategy: Flank POLAR Expanding market demand: • Makes Quality products • Tapped into the market which wheel had not addressed ROXY PAINTS RSRM STEEL SUPER FRESH Protecting market share: Competitive pricing APEX BANGLALINK 7

  8. INDUSTRY: ICE CREAM LEADER: IGLOO TIDE POLAR Strategy: Frontal ROXY PAINTS Launching new flavors: Doi, Kheer Launching new products: Fruital, Premium Cups Events and contests: Polar Polo T-shirt, BPL Buzz, DITF Chocodelight, Polar Gift Voucher RSRM STEEL SUPER FRESH Official ice cream partner: BPL T-20 Season 2 Sponshorship APEX BANGLALINK 8

  9. INDUSTRY: PAINT LEADER: BERGER POLAR ROXY PAINTS Strategy: Flank RSRM STEEL Targeting the market segment not targeted by Berger – lower middle class people SUPER FRESH Frequency of TVC’s low because of the target market; TVC’s mainly in BTV APEX BANGLALINK Strategy: Frontal Launching new product line like that of Berger: Introducing new product category for marine vessels under name “Sea Guard” 9

  10. INDUSTRY: STEEL LEADER: BSRM ROXY PAINTS RSRM STEEL SUPER FRESH BYPASS ATTACK FRONTAL ATTACK APEX BANGLALINK • Diversification into other linkage industries such as ship building • Also vertical integration with ship recycling • Operates in the same market as BSRM • Modified frontal attack by cutting prices • Claims that their product is of the same strength, durability as market leader 10

  11. INDUSTRY: MINERAL WATER RSRM STEEL LEADER: MUM SUPER FRESH Flank Attack: Launching new products: No. 1 Drinking Water in 2013 Collaboration with Catering Services e.g. in Wedding Feasts APEX BANGLALINK Frontal Attack: Price same as that of MUM except of the 5 litre bottle which is the reason they can sell so much to the Catering Services 11

  12. INDUSTRY: FOOTWEAR SUPER FRESH LEADER: BATA APEX Strategy: Bypass Attack BANGLALINK Brand image higher pricing and quality Variety in products premium product line: Ventura 12

  13. INDUSTRY: TELECOM APEX LEADER: GP BANGLALINK Strategy: Frontal Attack Good network Affordable rate First to introduce free incoming calls Mass marketing 13

  14. THANK YOU

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