Inspired by Nature. Enhanced by Science

Inspired by nature .
Enhanced by science
Md. Zarif Islam Zahudduzzaman Rabbi
CMO COO
Chief Marketing Officer Chief Operating Officer
Iftekhar Ibne Mahmood

CEO
Chief Executive Officer
Tanzina Muzzumdar Chowdhury Shibly Maruf

CIO CFO
Chief Information Officer Chief Financial Officer
1)
WHAT PURPOSES DO WE SERVE?
Vitamin Drinking Water
2)
Consumers Can Add Flavors

BENEFITS
• Does not contain any harmful Chemicals
• Completely sugar free
• Sufficient vitamins and minerals for human body
Market Summary
• Market Demographics:-
Geographic Target Area

All the rural and Urban areas of
Bangladesh.
Demographic Target Areas
Equal ratio of male and female
customers, adults and young equally.
Behaviour
Middle and upper-middle class
consumers
Market Needs
1) Serves as pure drinking water
3)
2) Added flavors
Market Trends
• Consumers in Asia Pacific
are shifting to carbonated
bottled water from
carbonates. They are
starting to enjoy carbonated
bottled water as an
alternative, as carbonates
are usually sugary
beverages containing
colorings.
• We can guarantee that the market
demand of our BHN (Be Healthy Now)
water will be very high because the
need of this unique product will also be
high.
Market Distribution
• We will use transportation

facilities to send the product to
the retailers and super shops,
and even to the grocery shops.
• We will make some new

channels and assign some
distributors to promote our
product to all over the country.
SWOT Analysis
• Unique Selling
Proposition
• Design
• Awareness
• Pricing
• Higher Promotion
Cost
• Higher Packaging
Cost
• Unpredictable
Customer Response
• Competition
• New Product
• Less Competition
• New Innovation
• Growing Trend
• Affiliation With
Different Platforms
Competitors
Due to being the first mover in this sector of healthy drinking water, BHN
(Be Healthy Now) does
not have any direct competitors. But there are many indirect competitors.
Here is a list of few of
our indirect competition.
Company Product Name Type
6
Coca-Cola Coca-Cola Cold Drink
Pepsico Diet Pepsi Cold Drink
Pepsico 7up Cold Drink
Pepsico Mountain Dew Cold Drink
Akij Food and

Frutika Cold Drink
Beverage
Coca-Cola Coke Zero Cold Drink
Coca-Cola Fanta Cold Drink
Aarong Chocolate
Brac Beverage
Milk
Shezan Mango
Shezan Juice
Juice
Different Juice
Fruit Juice Juice
Bars
Critical Issues
• Establish itself as the premium
health drink in the market.
• Seek after controlled development

that manages that finance costs will
never surpass the income base. It
will help to protect against
recessions.
• Continuously monitor consumer

satisfaction, ensuring that the
growth strategy will never
compromise service and satisfaction
levels.
• Marketers need some innovative

ideas to make this product popular
Marketing Strategy
The key to marketing strategy of BHN (Be Healthy Now) drinking water is
focusing on the vitamin, health and fitness of a consumer. BHN (Be Healthy
Now) vitamin and pure drinking water can reach its target market and increase its
sales revenue.
Who remembers about Pocari Sweat?

MISSION
We claim our drinks to be "inspired by nature, enhanced by science".

Market Objective
Maintain positive, strong growth each sales year
Build brand awareness
Grow market share
Target new customers
Improve stakeholder relations
Enhance customer relationship.

Financial Objective
The best way to evaluate this is by

SMART approach:-
Target Market
• Measurable
• Accessible
• Substantial
• Differentiable
• Actionable
Positioning
1. Beneficial for health.

2. Tastes good and have an option to choose from
various flavours.
3. 100% sugar free.
4. Affordable price range from the rest.
Marketing Tactics
• PRODUCT • PRICING • DISTRIBUTION
Quantity Price
250 ml 30
500 ml 50
• Communication Strategy
 Identifying Target Audience
AGE- 12 to 60
 Communication Objective
 To build brand knowledge
 To inform
 To persuade
 Encouraging purchase
Inspired by nature . Enhanced by science
 Designing Communication
The design phase of our communication will focus on specific
message that is our positioning statement, which will be
delivered to our customer throughout the communication.
Among the three broad categories we have chosen the
cognitive message strategies.
Cognitive Message Strategy

In the communication, we will present the rational arguments
and the product’s attributes and benefits. We will show the two
in one attribute of our product. That is the customers can drink
either vitamin or flavored water from the same bottle. No
harmful chemicals will be added to our flavored drinking
water. Besides, we will bring varieties of flavors to taste for
our customers.
Message Execution & Source
 Attractiveness
 Likeability
 Trustworthiness
 Similarity
Selecting Communication Channel
Establishing Communication Budget
In the communication budget we will use the Payout
Planning method. We chose this method because we need
to spend more at the beginning to create awareness and
develop brand equity for our new brand. Once people get
familiar with our product and know its features and
benefits we will slowly lower the spending and by that
time we believe that our brand equity will become
stronger.
Market Research
Survey Research: In survey research, we will undertake survey to
assess people’s knowledge, beliefs, preferences and satisfaction and
to measure these magnitudes in the general population. So we might
add questions to an omnibus survey that carries the questions of
several at a much lower cost.
Behavior research: Generally, customers leave traces of their

purchasing behavior in store scanning data, catalog purchases and
customer database. We will collect those data to analyzing the
market. And it is reflecting consumer’s preferences and often are
more reliable than statements they offer to market researchers.
Financial Analysis
Assumptions:
• During our first year of operation, we aim to target a minimum of 200

distributors.
• We project that the sales will increase by 20% in the 2nd year and further
increase by
30%in the 3rd year and 35% in next years.
• The owners of BHN (Be Healthy Now) have formally agreed upon not
splitting the profit
during the first 3 years of the operation rather re-invest it in the business.
However, from
the 4th year onward, the profit will be distributed equally.
• Breakeven
Analysis
Items Amount/unit/Time
Fixed cost 520,000
Selling price per unit (average) 75
Variable cost per unit (average) 25
Number of unit required to break-even 10,400
Number of unit sold each month 693
Number of unit sold each year 8316
Time required to break-even 1.25 years or, 1 year and 3 months
It will take us approximately, 1 year and 3 months to

reach the breakeven point. We may see the face of
profit by March 2020
• Interpretation
Amount
Initial Investment
(BDT)
• Loss of 29,633 takas per month in the first
Office Rent Advance 20,000 year.
• Expense of18,000 takas for salary, 20,000 takas for
Purchase of raw materials 25,000 office rent, 8000 takas for electricity, 10000 takas for
advertisement, another 10.00 taka for selling and
Office equipment 295,000 distribution, and an annual 8,533 taka of
depreciation.
Truck, Van 200,000 • The profit will stand out to be approximately
147,331.60 takas. The profit further increase
Infrastructure setup cost 100,000 by almost 300% in year 2, and the
approximate profit will stand, 585,038 BDT.
Legal costs for TIN and trade license 12,000
Total 652,000
Conclusion
BHN (Be Healthy Now) water is a new innovation in
Bangladeshi drinking water market. It is very unique for its
switch system and flavors. BHN (Be Healthy Now) water mainly
focused on youth generation based product; but all the age group
can have it. It will be launching with a goal and purposes.
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Inspired by Nature. Enhanced by Science

Uploaded by

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Available Formats

Inspired by nature .

Iftekhar Ibne Mahmood

Tanzina Muzzumdar Chowdhury Shibly Maruf

WHAT PURPOSES DO WE SERVE?

Vitamin Drinking Water

Consumers Can Add Flavors

Geographic Target Area

1) Serves as pure drinking water

• We will use transportation

• We will make some new

Pepsico Diet Pepsi Cold Drink

Pepsico 7up Cold Drink

Pepsico Mountain Dew Cold Drink

Akij Food and

Coca-Cola Coke Zero Cold Drink

Coca-Cola Fanta Cold Drink

• Seek after controlled development

• Continuously monitor consumer

• Marketers need some innovative

Who remembers about Pocari Sweat?

We claim our drinks to be "inspired by nature, enhanced by science".

Build brand awareness

Grow market share

Target new customers

Improve stakeholder relations

Enhance customer relationship.

The best way to evaluate this is by

1. Beneficial for health.

 Identifying Target Audience

 To build brand knowledge

Cognitive Message Strategy

Behavior research: Generally, customers leave traces of their

• During our first year of operation, we aim to target a minimum of 200

Fixed cost 520,000

Selling price per unit (average) 75

Variable cost per unit (average) 25

Number of unit required to break-even 10,400

Number of unit sold each month 693

Number of unit sold each year 8316

Time required to break-even 1.25 years or, 1 year and 3 months

It will take us approximately, 1 year and 3 months to

Legal costs for TIN and trade license 12,000

Inspired by nature . Enhanced by science

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