1. THE BIO-KULT CHALLENGE
Faisal Habib
Maleeha Tarannum
Tabassum Jahan
Issues to consider
•
•
•
•
Budget: Limited (BDT 500,000)
Awareness stage of the market: Unaware
Product category: Preventive medicine
Price range of the product: Expensive
Target of the promotion
strategy
• Communicate benefits of Bio-Kult
• Reach a large consumer base
Cons of using common
mass media
• Single media is not effective
• Effective combination would be
expensive

2. Phase 1(b). Duration: 4 weeks
Coach
Three fold strategy
Coach
Phase 1(a). Duration: 7 weeks
Catch
What: Benefits of Bio-Kult
communicated through opinion leaders
in existing health conscious informal
groups.
Why: Medicine is a sensitive issue. No
“experiencer” of new products unlike
other industries. However, word-ofmouth is very effective here. Apart
from doctors, people try out products
which friends, peers, etc have
benefitted from.
Pros:
Catch
What: Seminar held for doctors to introduce
them to Bio-Kult
Why: Consumers in Bangladesh, esp lower and
middle class are less likely to try new
medicine, which is preventive (thus not usually
a necessity) and expensive (BDT
40/capsule), unless a trusted source like a
doctor recommends it.
Pros: The doctors will recommend Bio-Kult
where they deem necessary.
Carry on
Phase 2. Duration: Continuous
Carry on
What: A horizontal band on packaging of existing
popular products of Sandoz/Novartis carrying BioKult trademark, tagline, and the friendly bacteria.
Why: A regular reminder to the consumers, over the
gain of Catch and Coach
Pros: No additional cost

3. More of “Catch”
Paid volunteers placed in different locations will
find out opinion leaders upon observation. These
leaders, along with members of different health
clubs will be encouraged to form “Fighting
Diseases through Prevention” Association.
About the Association
Mantra: 'Prevention is better than cure when
Bacteria is our friend‘
Aim: To make healthy Bangladesh by ensuring
healthy immune and digestive system with the
help of Probiotics
Ritual: Taking Bio-Kult regularly
Outcome: Thus, opinion leaders actually will
encourage people specially the “experiencers” to
use Bio-Kult through communicating them about
probiotics. Flyers will support the communication
process of these opinion leaders. This flyer will
introduce Bluebacto, the spoke-character of BioKult. Friendly Bluebacto in soothing blue will
communicate the message 'Bacteria is friend‘.
Summing Up
Catch
Coach
Carry On
‘'Fighting Diseases
through Prevention
Association‘ will aware
health conscious
consumers who are
eager to try
preventive medicines.
Thus Bio-Kult
introduced amongst
common people
through their trusted
close ones.
Consumers who are
health conscious but
sensitive to price or
have complicated
reaction to opinion
leaders will be
convinced via doctors
who have attended
our seminars
The ‘Carry on’
activation motivate
continuously who are
already aware. Also, it
will attract people
who do not know
already to know about
Bio- Kult
Catch
Coach
Carry
On
Effective
Awareness

4. Expenses Summary
Coach
Catch
Association’s Expenses
Hall Expense and
Refreshments
Cost for a 200
person seminar
30000+(20
0*150) =
60000
Per Volunteer
Cost for 4 days
500*4= 2000
Employee Salary per
Person (average)
15000
Cost to cover 4
seminars
60000*4=
240000
Cost to cover 75
Spots
2000*75=
150000
Monthly salary
for 3 employees
15000*3=45000
Flyers/booklets/
and other
promotions
50000
Other expense
15000
Sub-total
200000
Sub-total
60000
Sub-total
240000
Grand Total 500000
*The Carry On program does not require additional spending since the brand name and logo of the product being sold was already
being printed on the packages of those products.

5. Gantt Chart
Week 1
Coach
Inviting doctors
Holding seminar
Catch
Searching, Sorting and
Gathering Volunteers
Work distribution of
Volunteers
Volunteers forming contact
with Opinion Leaders
Forming Association with
Opinion Leaders
Carry on
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8