Welcome To Our Presentation: We Are Group E

WELCOME TO OUR
PRESENTATION
We are Group E
Detailed Brand Report
on
SMC ORSaline
Group Members
 Ahsan Uddin 013- 048 030

 Talukder Muttakim Al Tias 042- 206 030
 Tabassum Ahmed 061- 633 030
 Mushfique Mannan 062- 506 530
 Nuzhat Sakina Hossain 062- 575 030
Introduction
 ORS was first launched by SMC in 1985
 A vital life- saving liquid remedy for diarrheal dehydration

within the reach of the common masses
 ORS became a major player in the marketing of packaged

oral rehydration salts in the late 80s
 There are more than 25 different companies into the ORS

market
 In 2003, to regain market share, ORSaline underwent a

change in formula and was branded as ORSaline- N
BRAND INVENTORY
Brand Equity Analysis
 Brand Awareness
 Brand Image and association

Brand Elements
 Brand Name: ORSaline
 Logo:
 Slogan: “Hajar shishur jibon bachae, SMC-r ORSaline “
 Packaging:
Marketing Mix
 Product
- Strict Quality Control
- Formula approved by WHO and UNICEF
- Ingredients
- Line extension
 Price
MRP: Tk. 4
Marketing Mix cont.
 Promotion
 Advertising
 Public relations
 Place
 Widespread sales and distribution
 Widely available in the retail outlets across the country
 91% pharmacy outlets have at least one SMC brand of ORS
 More than 2 in every 5 non-pharmacy retail outlets have SMC
brand ORS countrywide
Points of Difference (POD)
 Pioneer
 BNF- formulated fruit- flavored oral

saline
 Product slogan
Points of Parity (POP)
 All oral salines are taken for diarrheal
diseases
 similar type of ingredients that are used
 pricing strategy is also similar

Perceptual Map
Brand Exploratory
Brand Exploratory
 Brand Identity
Brand salience
- Product Depth
- Product Breadth
 Brand Meaning
- Brand performance
- Brand image
Brand Exploratory cont.
 Brand Response
- Judgement
- Quality
- Credibility
- Superiority
- Sense of safety and comfort
 Brand Relationship
- Brand resonance
Brand Exploratory cont.
Relationship
Loyalty and attachment
Response
Quality, credibility
and superiority
Safety and comfort
Meaning
Superior performance
Unique image
Good experiences
Maintained for a long time
Salience
Large brand depth and breadth
Strong brand awareness and association
Figure 2: CBBE Pyramid for ORS

Branding Strategies
Market Position
 Wants to portray a very simple thought: a life- saving

drug that saves the lives of thousands of children
 Current market leader in oral saline, with a market share

of about 59%. Current Oral Saline Market Scenario
1% 2%
7%
2%
2%
SMC ORS
Universal Tasty Saline
BRAC Saline
SK+F
27% Renata Saline
59% Elite Food Corp.
Others
Target audience
SMC has categorized the target market for its ORSaline
into two groups.
 Primary target group

 The primary target group is the parents of children
under 5 years of age across all the Socio-Economic
classes.
 Secondary target group

The secondary target group includes:-
 Doctors and prescribers
 Sellers of ORS-Pharmacists, Grocers, Pan shop
salesman etc.
Integrated Marketing
Communications (IMC)
 Above the line (ATL)
- TVCs
- Radio ad
- Press Ad, Billboard, Posters
 Bellow the line (BTL)
-Training sessions for RMPs
- Interactive theater
- ‘Uthan Boithok’
- Mobile film units
Leveraging Strategies
 Use of corporate name for greater appeal
 Ingredient branding: BNF- formulation
 Certification by third party sources like WHO,

UNICEF & ISO
 Celebrity endorsements
 Brand slogan: “Hajar shishur jibon bachae…”

Key Findings
 Trustworthy brand
 Unique association, making them the

undisputed market leaders in oral saline
 Loyal customers and positive customer

responses
 Symbolizes a reliable means of protection from

diarrheal diseases
Key Findings (cont’d)
 Pioneers in oral saline,
special ingredient 200
branding and successful 180
product slogan 160

140
120
 Successful branding,
Millions (Sales)
100
IMC and leveraging 80
strategies 60
40
20
 Ranks the highest in 0
brand awareness and

1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
image in a perceptual Year
map amongst all the Figure 4: ORSaline Sales (1985- 2007) - In million sachets
competitors
Recommendations
 Modifications in their packaging

 Add more variety in their saline line
 Increase ATL strategy
 Enhance the leveraging strategy
 Intensive brand awareness programs to
enhance the brand equity of ORsaline
Fruity
 Extend its product line through new
product innovation
Conclusion
The future of ORSaline is very bright as they
plan to promote extensively that ORSaline- N
is the only reasonable choice during diarrheal
diseases and dehydration. Their proposed
brand pay- off line for future promotions will
be: “Hajar shishur jibon gorey” (Builds the
lives of thousands of children)
THANK YOU

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WELCOME TO OUR

 Ahsan Uddin 013- 048 030

 ORS was first launched by SMC in 1985

 A vital life- saving liquid remedy for diarrheal dehydration

 ORS became a major player in the marketing of packaged

 There are more than 25 different companies into the ORS

 In 2003, to regain market share, ORSaline underwent a

 Brand Image and association

 Slogan: “Hajar shishur jibon bachae, SMC-r ORSaline “

 BNF- formulated fruit- flavored oral

 similar type of ingredients that are used

 pricing strategy is also similar

Figure 2: CBBE Pyramid for ORS

 Wants to portray a very simple thought: a life- saving

 Current market leader in oral saline, with a market share

 Primary target group

 Secondary target group

 Use of corporate name for greater appeal

 Ingredient branding: BNF- formulation

 Certification by third party sources like WHO,

 Brand slogan: “Hajar shishur jibon bachae…”

 Unique association, making them the

 Loyal customers and positive customer

 Symbolizes a reliable means of protection from

branding and successful 180

product slogan 160

IMC and leveraging 80

brand awareness and

 Modifications in their packaging

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