Marketing Mix (4P)
Product
Our product is a protein chocolate bar that will provide instant energy to the young an energized
work group in local market of Bangladesh. Spirit bar is an energy chocolate bar that is made by
milk chocolate (sugar, cocoa butter, chocolate, skim milk, lactose, milkfat, soy lecithin, peanuts
corn syrup, sugar, palm oil, skim milk, lactose, partially hydrogenated soybean oil, salt, egg, zinc,
proteins, glucose, calcium and vitamin D). Spirit bar is vitamin-enriched and nutritious intended
either to boost performance or replenish nutrients following exercise or as a complete snack or
meal replacement. The flavor will come only from our carefully selected, high quality ingredients
with no artificial flavors added. Each flavor ingredient is chosen based on their health benefits
and natural remedy ways. As our product is produced based on targeting the young people, so our
packaging would be bright red, as bright red represents excitement and energetic as well. As a
result, it will easily attract the sight of the customers.
Product Attributes: We want to develop our product by defining the benefits and offering unique
features and giving high quality product with the same price. We also differentiate our product
from the competitors by symbols (black color). Even we have a unique style that’s describes the
appearance of aesthetic beauty. We also design a tetra pack that will last for long duration. Our
TQM will also helpful for us to enrich our product sale as we have better local personnel.
We are planning to launch the regular flavors of juices with a whole new packaging for Refresh
Premium. We are following the product development strategy, where we will introduce a new
healthy drink juice in the local existing market. The flavors would be Apple, Orange, Mango,
Pineapple and Strawberry. The juices will be the real pulp of fruits with no preservatives and no
added sugar. The packaging of the juice will be black as we want to keep our product beside
foreign juices. Black color would give our product an elegant vibe along with the premium
look. We will also sponsoring our product by ourselves to increase our brand value and brand
durability. CSR activities will get the top most priority for brand sponsorship. . Refresh Premium
will introduce itself individually by certain decisions. They are described below.
Product Attributes: We want to develop our product by defining the benefits and offering unique
features and giving quality product in a reasonable price. We also differentiate our product
from the competitors in terms of the taste and ingredients. Even we have a unique style that’s
describes the appearance of aesthetic beauty. We also design a tetra pack that will last for long
duration. Our TQM will also helpful for us to enrich our product sale as we have better local
personnel.
Branding: Our product name is Refresh Premium. The name is very easy to reconcile and easily
spoken. So we can say that, this name will help us to build a strong brand in the local market.
Labeling: We don’t use any complex graphics in our product. We just use a simple brand logo for
our product labeling that will be Refresh Premium. We will provide detailed information of the
products basically the Ingredients usage and nutritional value, date manufacturing and expiry,
etc.
Packaging: Spirit bar will have a very attractive packaging which aims at attracting the young
people, the bars will be kept in a packet form with biodegradable foil wrappers, which will
provide easy opening, protect the chocolate and also disappear in the bin. As our product is
produced based on targeting the young people, our packaging would be bright red, as this color
represents excitement and energetic as well. As a result, it will easily attract the sight of the
customers. Its convenient packaging will allow it to be easily carried into a pocket or bag and to
be consumed when people feel the need.
Our product life cycle of the product in Bangladesh is concentrated to differentiate strategy. As
we are new in the market; at first, we need to concentrate to enrich our market growth. After
getting the market growth we will accelerate our product to differentiation strategy. It means we
will launch our product in other divisions and districts as well
The regular size of the juice will be 600ml and 1000 ml .We will be launching a mixed fruit
(Jumbo pack). This pack is the extension of our product line and the size will be 1250ml.
There was also a new line of 'Nutritionals' enhanced with proteins, herbs, vitamins, and fruits.
Redesigned packaging appeared in September 1999. The new bottles featured bolder graphics
and a sturdier cap but held slightly less juice. Odwalla also introduced pasteurized versions of its
citrus drinks.
