1.
Product Strategy
• Product Line: The beauty brand will feature a range of skincare, haircare, and cosmetic
products tailored to the preferences and needs of Bangladeshi consumers. Key products
might include moisturizers, serums, shampoos, foundations, and lipsticks.
• Quality and Ingredients: Emphasis on using local, sustainable, and natural ingredients, such
as neem, turmeric, and coconut oil, to appeal to the health-conscious and eco-friendly
consumer base.
• Brand Positioning: Position the brand as a premium, yet affordable alternative to
international brands, emphasizing "Bangladeshi beauty with global standards" to tap into the
growing middle-class segment seeking quality local options.
2. Pricing Strategy
• Pricing Model: Use a competitive pricing strategy to establish the brand in the market,
gradually introducing tiered pricing based on product lines (basic, premium, and luxury).
• Promotional Pricing: Introduce bundle offers, discounts during festive seasons, and loyalty
programs to encourage trial and repeat purchases. The goal is to build brand loyalty early
while maintaining perceived value(Principles of Marketing…).
3. Distribution Strategy
• Channel Selection: Employ a selective distribution strategy, focusing on high-traffic retail
chains, supermarkets, pharmacies, and online marketplaces like Daraz and Chaldal. This
approach ensures widespread availability without diluting the brand’s perceived value.
• Partnerships: Collaborate with popular e-commerce platforms and local retail chains for
exclusive launches and promotional events. Additionally, offer direct-to-consumer sales
through a dedicated website, providing a seamless online shopping experience (Principles of
Marketing…).
4. Promotion Strategy
To effectively reach the target market, utilize an integrated promotion mix. Here are five key
promotional tools:
1. Advertising:
o Use a combination of digital, print, and influencer advertising. Social media platforms
like Facebook, Instagram, and YouTube will be the primary channels, considering the
increasing internet penetration in Bangladesh. Traditional advertising through TV and
newspapers can be utilized to reach a broader audience.
2. Sales Promotion:
o Offer product samples, seasonal discounts, and in-store promotions. Gift packs and
limited-edition products during holidays (e.g., Pohela Boishakh, Eid, Durga Puja) can
drive short-term sales boosts and attract new customers (Principles of Marketing…).
3. Public Relations (PR):
o Launch the brand with a press event featuring local celebrities and beauty
influencers. Partner with beauty bloggers for product reviews and tutorials.
Additionally, engage in CSR activities related to women's empowerment and
sustainable beauty, which can enhance the brand's image and credibility (Principles
of Marketing…).
4. Direct and Digital Marketing:
o Utilize email marketing, SMS campaigns, and personalized advertisements on social
media to target potential customers based on their preferences and behavior. This
approach enables direct engagement with the consumer, building a stronger brand-
consumer relationship.
5. Personal Selling:
o Train beauty consultants in retail stores to assist customers, offer personalized
product recommendations, and provide mini makeovers. This can help improve
customer experience and boost sales through direct interaction and product trials.
This marketing mix approach is designed to build a strong, local beauty brand that can compete with
international products while resonating deeply with the Bangladeshi consumer.
Promotional Budget Plan (in Bangladeshi Taka, BDT)
Total Budget: BDT 10,00,000 for the first year
Budget Breakdown by Promotion Tools:
1. Digital Advertising (40%): BDT 4,00,000
o Includes social media ads (Facebook, Instagram), Google Ads, and influencer
marketing collaborations.
o Focus: Building brand awareness and engaging with young audiences online.
2. Sales Promotions (25%): BDT 2,50,000
o Includes discounts, buy-one-get-one (BOGO) offers, and seasonal promotions during
festivals like Pohela Boishakh and Eid.
o Goal: Attract first-time buyers and boost short-term sales.
3. Public Relations (PR) (15%): BDT 1,50,000
o PR activities like press releases, launching events, and collaborating with local beauty
bloggers for product reviews.
o Aim: Enhance brand credibility and gain media coverage.
4. Direct and Digital Marketing (10%): BDT 1,00,000
o Email marketing campaigns, SMS promotions, and targeted online advertising.
o Purpose: Engage directly with potential customers and offer personalized
promotions.
5. Personal Selling (10%): BDT 1,00,000
o Training in-store beauty advisors to assist customers and provide product
demonstrations in key retail outlets.
o Objective: Increase product trial and provide a personalized experience.
Budget Allocation Pie Chart:
• Digital Advertising: 40%
• Sales Promotions: 25%
• Public Relations: 15%
• Direct & Digital Marketing: 10%
• Personal Selling: 10%
This allocation focuses on cost-effective channels like digital marketing and direct engagement to
maximize reach and brand presence, especially given the limited resources of a startup
1-Year Promotional Action Program for Bangladeshi Beauty Brand
Pre-Launch (Months 1-2)
• Teaser Campaigns: Launch social media teaser posts on Instagram, Facebook, and TikTok
featuring short videos and visuals highlighting unique local ingredients (like turmeric and
neem). Use hashtags like #ComingSoon #LocalBeauty.
• Influencer Partnerships: Collaborate with micro-influencers and beauty bloggers for
unboxing and product reveal teasers. Send PR kits containing small samples with branded
packaging for early reviews.
• Website & Online Store Setup: Launch the official brand website with a countdown to
launch, featuring a newsletter subscription option for early access discounts.
Launch (Months 3-5)
• Product Launch Event: Host a hybrid (online + offline) launch event at a popular venue in
Dhaka. Invite influencers, beauty bloggers, and local press. Live stream the event on social
media platforms.
• Sampling Campaign: Distribute free samples at universities, shopping malls, and selected
retail stores to create buzz. Target young, urban customers who are active on social media.
• Sales Promotion: Offer special launch discounts, "Buy One Get One Free" deals, and bundle
offers for the first month. Partner with e-commerce platforms like Daraz for exclusive
promotions.
Post-Launch (Months 6-12)
• Digital Marketing Campaigns: Increase digital ad spending with targeted ads on Facebook
and Instagram to promote the brand’s unique selling points (natural ingredients, local
heritage).
• Seasonal Promotions: Run special sales campaigns during major local festivals like Pohela
Boishakh and Eid, offering exclusive holiday gift sets and limited-edition products.
• Customer Loyalty Program: Launch a loyalty program rewarding repeat customers with
points redeemable for discounts or free products. Promote this program through direct
email and SMS marketing.
• In-store Promotions: Set up promotional displays in partner retail stores and offer mini-
makeovers using brand products, facilitated by trained beauty consultants.
