This solution was given by team eccentric in the 2nd round of MI 2018 to launch the Brand Ayush Lever and give a plan for One year to reach the maximum number of people

2. No specific
STRONG
brand image of
competitivelocal
brands

3. STRENGTH
• Reasonable Price
• Quality Control
• Natural Ingredients
• No Side-effects
OPPORTUNITY
• Bangladeshi people are
shifting towards more
“natural” products
WEAKNESS
• Existence of artificially
processed products in
the mother brand
THREAT
• Current market is
saturated.

4. INCREASE
BRAND
AWARENESS
1
2
3
4
Generate lead and
induce trials
Drive traffic to
website &social
media platforms
Establish the
brand as source
of natural
product in the
market
Communicate the
value propositions

5. Personality
Motivation
Vision
Travel
Skin care
Solution
Home
Vision

6. Doesn’t believe that natural products
have no added-chemicals
Cultural Differences
Looking for instant Health Care Solutions

8. “
Absence of Reliable Herbal Brand in Bangladesh
“

9. BIG IDEA

10. “Let the Nature Shelter You”
Justification: This main message that will be
passed through our IMC would be done to
educate people about the benefits of using
natural products
over artificial ones. Our products will take
care of their health while they are busy with
their day to day life.

11. “InstantAyurvedic products”
Justification: In this busy world nobody has the time to sit home and invest their time
in preparing natural products
and opt for artificial products instead so we bring it to their doorsteps.

12. FOCUSING ON BEING
THE MOTHER BRAND

14. Demography: Age: 18-30 ( Female), 15-35 (Male)
Geography: Urban, Sub-Urban
Psychographics: Prefers Natural Product, Durability conscious, Remains busy in day to day life
SEC: A/ B / C
Behavioral: User, Non-User, Highly active on social Media, Care
about their skin, Vegan.

15. EXECUTION

16. PRODUCER
DISTRIBUTER
WHOLESELLER
E-Commerce
Retailer
CustomerRegion-Area-Territory
Justification: As a new brand we want to reach out to out TG through multiple sources for their convenience
3
2
1
PHARMACY

17. The price should stay the same

18. Free samples
Monetary Incentives
Store-Branding

19. Endorsement of
Radio programs
Related to Natural
Health Tips
Presents

20. Billboards
Around
the
Country Let the Nature Shelter You

21. Let the Nature Shelter You
Digital
Billboards
around
Dhaka
City

23. Beauty Contest
Natural Beauty
icon 2019
FOR QUERIES AND SUBMISSION
leverayushtherapy@gmail.com
Submission Starts- July 21, 2019
Deadline- August 31, 2019
Send us a 1minute video along with two pictures sharing your experience after using Lever Ayush’s
skincare product and get the opportunity to be our beauty icon for a year and win a hamper full of our
products!
World limit- 400-550 words
A beauty contest will be held where women of any age
will be able to participate and one lucky winner will be
selected who will become the “Natural Beauty Icon” for
the whole year. Participation time will start on World Skin
Healthy Day, July 21, 2019.
Results will be published on August 31, 2019 on “
International Beauty Day”. The lucky winner will not only
become the beauty icon and get free photo-shoot along
with an exclusive interview that will be posted on the
Facebook page of Lever Ayush but also will be given a
hamper full of Lever Ayush’s products.

24. The Palace Luxury resort
at SYLHET will be the
GRAND FINALE’s location
for Lever Ayush to make
it relatable with the
product U.S.P.

25. Source:OfficialPageofAyushLeverBangladesh
Interactive Facebook page
to answer all the queries
of potential consumers

26. Let the Nature Shelter You
ATL
TTL

28. SPECIFIC
S
M
MEASUREABLE
A
ACHEIVEABLE
R
RELAISTIC
T
TIMELY

29. Increase in 2.5% market share

31. ITEMS Average Price Quanity Total
ATL
TVC 700000 5 3500000
Broadcast 99000 365 36135000
Newspaper 480000 3 1440000
RDC 250000 3 750000
Digital Billboard 3500 200 700000
Billboard 150000 100 15000000
Store Endorsement 20000 1000 20000000
BTL
Beauty Contest 50000000
Launch Event 10000000
School/University Activation 50000 500 25000000
TTL Instagram Blogger Endorsement 5000 120 600000
Social Media Administrative Cost 30000 12 360000
Sponsor Ads on Website 25000/month 10 900000
S.E.O 5000/month 60000
Total BDT 164445000

32. ITEM Reach on Average Location/Channel Quanity Total
TVC 10000000 3 30000000
Newspaper 8000000 3 24000000
RDC 30000 3 90000
Digital Billboard 20000 200 4000000
Billboard 50000 100 5000000
Store Endorsement 500 1000 500000
Beauty Contest 10000000
Launch Event 14000
School/University Activation 8000 500 4000000
Youtube/Instagram Blogger
Endorsement 30000 120 3600000
Social Media 25000 12 300000
Sponsor Ads on Website 20000 10 200000
S.E.O 10000000 1 10000000
Facebook groups 30000 100 3000000
Total 94704000

33. Cost Per Reach
=164445000/94704000
=BDT 1.74 (Approx.)

35. Integrated distribution channel for reaching consumer
Making Ayush Lever the new face of Ayurvedic brand in Bangladesh
Initially launch the ‘Hero’ products -purifying
turmeric Soap and Anti-pimple turmeric products.
Extensive Digital Campaign to reach out to the customer