Product: Bio Strawberry Yogurt (UHT drink). It is a health drink.

It goes with the societal marketing concept which meets the consumer short-run wants & the
consumer’s as well as societies long-run welfare. This product also has variety and relative
advantages which completes the demand of the consumers as well as the demand of the market.
The features of this product are:
• It is a health drink
• It taste like strawberry milkshake but not a milk shake, it’s
a yogurt (milk fermented by bacteria to give a tangy or
slightly sour flavor and a lightly set or thick and creamy
consistency. It is sometimes sweetened and flavored,
usually with fruit) drink
• It has a rich strawberry flavored taste
• It is more reasonable than other health drink and tastier

Segmentation Variables
The targeted market segments & segmentation variables for the product are:

1. Geographic: Density- Urban

Based on this variable the market can be segmented geographically. Because of the nature of
the product this product is a daily consumer product. It’s a health drink which has a
reasonable price to most of the consumers. This very product’s revenue volume would be
higher if the sales volume increases. So based on the density the market of this drink can be
easily segmented.

2. Demographic: Age, family life cycle

Our chosen product is a health drink with the delicious flavor of strawberry. As we all know
this flavor is the most favorite flavor for the children and the youngsters of this generation.
So in this demographic segmentation part age and family life cycle has been chosen.
According to age this product would be mainly offered to the consumers whose age is 3-18
years. But this drink is as healthy and nutritious as for all. Based on the family cycle this
product would be offered to under age 18 people who are in the concern of their respective
guardians.

3. Behavioral: Benefits
The Behavioral segmentation variable of this product is benefit. This 250 ml health drink
pack can give the nutrition of 200ml milk and other health materials as well as the taste of the
very popular strawberry milkshake. So it has the benefits of nutrition, taste, price, quality and
family nutrition level for everyday. So its benefits are more and easily accepted by the
children who don’t like the taste of milk.
 Segmentation Profile
Product: Bio Strawberry Yogurt (UHT drink)
Price: Tk. 20 per 250ml pack
Segmentation variables:
1. Geographic: Density- Urban, rural, suburban
2. Demographic: Age, family life cycle ( 3-18
years)
3. Behavioral: Benefits (health benefits)

rural/ age/ benefits

suburban/age/
benefits
Urban/Age/Benefits

Figure: Total market based on the market segmentation

Segmentation Evaluation
Markets are evaluated based on three factors. According to the product the factors & details are:

Segment Size & Growth: Based on the geographic density the market has been
segmented. The urban area has an increased density for that reason the size & the growth of the
market is assured.

Segment Structural Attractiveness: The city is more communicable & easy to

distribute area & the consumer’s number is huge. The targeted consumer is the under age 18
people who has a large number in the urban area and these people are the early adopters in
majority.

Company Objective & Resources: Regarding the product the object of the
company is to maximize the profit as well as the societies well being & the resources are enough
in the domestic market. So the production is much easier than other existing health drink.
The Market Segment
The market segment has been chosen for the product is the urban
areas under age 18 people who are concerned about their health and as well as taste (covering
82% of the market).This segment has been chosen for some reasons. These are:
 Urban life is fast and tough so these targeted
consumers need sufficient energy for them. Which
our product gives adequately.
 The targeted consumers of the targeted segment are
mostly new generation people whose buying
behavior is early adopters. So huge possibility for
the product waits.
 The consumers are mostly living with their family
and under the family life cycle they are usually
health concerned. So the product would be very
much acceptable to them.

This product is not very costly so the product can be offered to the whole segment instinctively.
This is our target market for Bio Strawberry Yogurt

Market Strategy
Undifferentiated marketing
The product is actually is being offered to every one of every ages because it contains health
indegrients & profitable for all. This market coverage strategy ignores the differences and can go
after the whole target market with one offer in what way product is actually being offered.

The strategy has been chosen based on five variables. These are:

Company Resources: Enough domestic resources.

Product Variability: It is a uniform product & suitable for all.
Product Life- Cycle Stage: It is a uniform product & it has only one version in the
market. So undifferentiated marketing makes sense.
Market Variability: People of city areas are basically fond of strawberry flavor &
children like the strawberry flavor most. They have the same taste, consume almost the same
amount & they also react in the same way to the marketing efforts. So undifferentiated marketing
is appropriate.
Competitive marketing strategy: Other competitors are using differentiated marketing
by launching some energy drinks & milk-based products. So undifferentiated marketing of this
product can attract the consumers’ attention.
Positioning

Competitive Advantages:

• The product is different from other competitive products because of its flavor. The
strawberry flavor is very much demanded by the youngsters of the whole world and it is
packed in an attractive container. There is a possibility to export this product to the rest of
the world.

• The product would be served to the people as their local areas based on the locality.
Though it is a uniform product at a reasonable price the product would be distributed to
all of the target market covering the whole marketing area.

• The sales persons of this product would be trained through respective training to be more
communicable with the consumers & the retailer.

• Channel would be more direct than others. Channel coverage & performances would
depend on the channeling to maintain a high quality direct channel. The marketing of the
product differentiation would be in the much concern.

• Though it is a health drink with a different flavor but the most popular, this product has a
superlative degree among the interest of the youngsters & women consumers. Although
strawberry is now being produced in Bangladesh. So as a flavor of the new fruit this
product’s image would be promoted in the market.

The Right Competitive Advantages:

 There could be 2 differences to promote.
1. The product differentiation because this product has much possibility to attract
the children, teenagers as well as adult peoples. The product actually tastes like
strawberry milkshake which has a huge popularity among the people & we are
offering the product at the minimum price which is reasonable for both producers
& consumers.

2. This product is serving the people by giving them and energy level which is
enough for a young person daily calories routine. It contains 200m.l. of milk
which is necessary for all the people every day. Most of the children don’t like
the taste of the milk. This different type of milk-based drink can be easily
accepted by the taste of the children & it would help to recover the daily nutrition
level of them.
Overall Strategy for Positioning

We will follow the overall positioning strategy which is “Same for less”. Our product is
providing the same nutrition level, same taste and same image of the product for less money. If
we survey the market the actual market price of this or similar product is Tk.50 to Tk.70 per 250
ml or 300 ml but our price has been chosen for this product is Tk. 20 which is 3 times less than
the other competitors.

Communicating the strategy

This overall positioning strategy for same for less can be easily
communicated with the consumer through some marketing strategies.

 This product can be provided to the customer by giving them the opportunity for trial
use.
 The price & benefits can be used for its promotional activities.
 The packaging of the product is attractive enough & the strategy of positioning would be
focused on the overall positioning strategy to communicate and deliver the chosen
position.

Positioning Statement:

Bio Strawberry Yogurt is the health drink that gives you more nutrition &
energy in a different taste. It has the nutrition of milk & the flavor of Strawberry
which makes you more energetic and smarter than others.
Course code: MKT 207
Summer 2009
Course Instructor: Mr. Muzzakerul Huda
Date: June 23, 2009

Group Members:
Md. Abul Hasnat - 081091025
Ashiqur Rahman -
Nusrat Ali - 081031025
Imran Dewan -