OUR PRODUCT

‘NICO FIX’
Anti smoking juice

Product description:
Our product is NICO-FIX. It’s an anti-smoking drink. It minimizes the tendency to
smoke and eventually helps to quit within 8 weeks. It creates a social awareness in terms
of good health.

Tagline:
‘Quit smoking before it kills’

Story board:

Scene 1: A group of friends consist of 5 members was gossiping in a place. One of their
friends Piyal came into the scene. He was smoking that time which made them very
disgusted. His girl friend Samira was completely against it along with his friends. So they
forced him to throw it.
Scene 2: Piyal had a date with Samira. She was waiting alone for him for a long time.
Later when he came, she was angry with him because he was late. He tried to convince
her but later when she was not convinced; he lighted a cigarette and started smoking.
Samira did not like this part of him. So she was searching for a solution and later when
she got it, she brought it for him. It’s an anti-smoking drinks ‘NICO-FIX’ which helped
people to give up smoking for good within 8 weeks. The boy also loved it because it was
tasty.

Scene 3: Piyal suddenly met with his friend Faysal. Faysal was also a smoker like he
used to be. When Faysal offered him a cigarette, he took it and threw it away. He
introduced the drinks to him and suggested him to try it so that he could quit smoking as
well. Faysal also liked it.

Scene 4: A famous doctor Rafiul Hassan talked about NICO-FIX and how it worked. He
suggested it to all the smokers who wanted to get rid of smoking.
Marketing mix:
The 'marketing mix' (also known as the four Ps) is a foundation concept in marketing.
The marketing mix has been defined as the "set of marketing tools that the firm uses to
pursue its marketing objectives in the target market". Thus the marketing mix refers to
four broad levels of marketing decision, namely: product, price, promotion, and place.

The original marketing mix, or 4 Ps, as originally proposed by marketer and academic E.
Jerome McCarthy, provides a framework for marketing decision-making. McCarthy's
marketing mix has since become one of the most enduring and widely accepted
frameworks in marketing.

Category Definition/ Explanation Typical Marketing Decisions

 Product design - features, quality

 Product assortment - product range,

product mix, product lines

 Branding
A product refers to an item that
satisfies the consumer's needs or  Packaging and labeling
wants.
Product  Services (complementary service,
Products may be tangible (goods) or after-sales service, service level)
intangible (services, ideas or
experiences).  Guarantees and warranties

 Returns

 Managing products through

the life-cycle.
Price Price refers to the amount a customer  Price strategy
pays for a product.
 Price tactics
Price may also refer to the sacrifice
consumers are prepared to make to  Price-setting
acquire a product.
 Allowances - e.g. rebates for
(e.g. time or effort)
distributors
Price is the only variable that has
implications for revenue.  Discounts - for customers
Price also includes considerations
 Payment terms - credit, payment
 of customer perceived value.
methods
 Promotional mix - appropriate
balance of advertising, PR, direct
marketing and sales promotion
Promotion refers to marketing
communications  Message strategy - what is to be
communicated
Promotion May comprise elements such
as: advertising, PR, direct marketing  Channel/ media strategy - how to
and sales promotion. reach the target audience

 Message Frequency - how often to

communicate
 Strategies such as intensive
distribution, selective distribution,
exclusive distribution

 Franchising

 Market coverage
Refers to providing customer access  Channel member selection and
Distribution(Place) Considers providing convenience for channel member relationships
consumer.
 Assortment

 Location decisions

 Inventory

 Transport, warehousing and

logistics

Product:
Product refers to what the business offers for sale and may include products or services.
Product decisions include the "quality, features, benefits, style, design, branding,
packaging, services, warranties, guarantees, life cycles, investments and returns".

Our product is anti smoking juice which is effective to quit smoking. And our product
name is NICO-FIX.
Price:
Price refers to decisions surrounding "list pricing, discount pricing, special offer pricing,
credit payment or credit terms". Price refers to the total cost to customer to acquire the
product, and may involve both monetary and psychological costs such as the time and
effort expended in acquisition.

NICO-FIX is 30 TK per bottle which is 500 ml.

Place:
Place is defined as the "direct or indirect channels to market, geographical distribution,
territorial coverage, retail outlet, market location, catalogues, inventory, logistics and
order fulfillment". Place refers either to the physical location where a business carries out
business or the distribution channels used to reach markets. Place may refer to a retail
outlet, but increasingly refers to virtual stores such as "a mail order catalogue, a
telephone call centre or a website.

We will make NICO FIX available in every retail store, either it is small or large in
Chittagong.

Promotion:
Promotion refers to "the marketing communication used to make the offer known to
potential customers and persuade them to investigate it further. Promotion elements
include "advertising, public relations, direct selling and sales promotions.

We are promoting our brand and product though IMC including TVC, advertisement in
newspaper, leaflet and online marketing.
The Segmentation, Targeting and Positioning model:
Today, Segmentation, Targeting and Positioning (STP) is a familiar strategic approach in
Modern Marketing. It is one of the most commonly applied marketing models in practice.
It is the second most popular, only beaten by the venerable SWOT / TOWs matrix. This
popularity is relatively recent since previously, marketing approaches were based more
around products rather than customers. In the 1950s, for example, the main marketing
strategy was 'product differentiation'.

Market segmentation:
Through segmentation, we can identify niches with specific needs, mature markets to find new
customers, deliver more focused and effective marketing messages.

The needs of each segment are the same, so marketing messages should be designed for
each segment to emphasize relevant benefits and features required rather than one size
fits all for all customer types. This approach is more efficient, delivering the right mix to
the same group of people, rather than a scattergun approach.

Demographics:
Breakdown by any combination: age, gender, income, education, ethnicity, marital status, education,
household (or business), size, length of residence, type of residence or even profession/Occupation.
We segment our product demographically because our segment is based on age which is 15 to 55. Our
product is anti smoking juice so we don’t target the child as they don’t smoke.

Geography:
Drill down by Country, region, area, metropolitan or rural location, population density or even
climate.
We will primarily launch our product within Chittagong. We also have plans for geographic expansion
in the near future depending upon its response.
Target Market:
Nico-Fix targets all consumers who are smokers.

Positioning:
We position our brand to the customers mind through our tagline,

‘Quit smoking before it kills’

Integrated Marketing Communications (IMC)

IMC is an expansion of modern and traditional marketing strategies, to optimize the
communication of a consistent message conveying the company's brands to stakeholders.
Coupling various methods together is added value in creating successful communication
as it harnesses the individual benefits of each channel, which when combined together
builds a clearer and vaster impact than if used individually. Achieving synergy and clarity
amongst the elements is then able to construct a valuable comprehensibility amidst
messages when addressing the audience in order to build relationships with them and
foster short, medium and long term profitability.

 TVC

 Newspaper

 Leaflet

 Online marketing
  ADVERTISING
We will promote our product NICO FIX by giving advertisement on television and
newspaper and leaflet. As we are using blue ocean strategy, TVC of NICO FIX will
create a vibration.

 ONLINE MARKETING
We are using online marketing in order to promote our product. For this first of all we
will create our own website for our product NICO FIX where all details description will
be available. To make it more convenient for our customer’s we will give all the
information of product over there. Moreover apart from website building we also decided
to promote our product through social media websites such as Face book, Twitter,
YouTube. Our products daily updates, information with products picture will be available
there & in our YouTube channel we will upload our television advertisements.

Alternative Response Hierarchies

The dissonance/ attribution hierarchy :
This dissonance/attribution model, or do →feel →learn, occurs in situations where
consumers must choose between two alternatives that are similar in quality but are
complex and may have hidden or unknown attributes. The consumer may purchase the
product on the basis of a recommendation by some non-media source and then attempt to
support the decision by developing a positive attitude toward the brand and perhaps even
developing negative feelings toward the rejected alternative(s).

The consumers will first buy Nico-fix and consume it which is DOING. After consuming
the product they can feel that their tendency to smoke would reduce gradually which is
FEELING. After realizing that it works they would continue to consume it till 6 to 8
weeks untill they can quit. They would also recommend other smokers to try it which is
LEARNING.
Social appeal
Recognition, Status, Respect, Involvement, Embarrassment, Affiliation/belonging,
Rejection, Acceptance, Approval

Our product has a social appeal as it spreads a social message in the society regarding the
bad and adverse effects that can be caused due to smoking. People are cured through our
product which gives it a social appeal.

Rational appeal
A marketing department of a business will often make a rational appeal to consumers if
they are attempting to sell a necessity of life to a targeted group of consumers.

Our product has a rational appeal because it’s quite evident that a family wouldn’t prefer
their loved ones to be addicted to smoking. Nico-fix is also a necessity to those who are
addicted and wants to quit it but are unable to.

Youth appeal
Teenagers as we know them today have only been a distinct part of the population since
the 1950’s. Young people suddenly became very conscious of their own identity. At that
time, a booming postwar economy meant that many teens had disposable incomes.
Marketers noticed the trend and started to design products and ads designed specifically
for teens.

We see nowadays that a lot of young people fall under the trap of cigarettes due to the
influences or for the sake of show-off. Gradually it turns into an addiction and becomes
impossible to leave without therapy or medications. Therefore, Nico-fix can be consumed
before it becomes.

Source Attractiveness:
It is a way of promoting products based on some source which is considered to be
attractive by most of the customers.
 Similarity is a supposed resemblance between the source and the receiver of the message.
  Familiarity refers to knowledge of the source through exposure.

 Likability is affection for the source as a result of physical appearance, behavior, or other
personal traits. Even when the sources are not athletes or movie stars, consumers often admire
their physical appearance, talent, and/or personality

Source credibility:
 Applying Expertise and Trustworthiness:

Now a days around fifty thousand people is affecting everyday by cancer because of
smoking. So we are applying expertise and trustworthiness in our TVC. Because a doctor
is Knowledgeable, experienced and qualified to talk about the product. He is also Honest,
ethical and believable, Information from a credible source influences beliefs, people can
easily believe a doctor and specially who are suffering due to smoking they usually
consult a doctor, so a doctor can suggest them our product which is more credible.

 Using Corporate Leaders as Spokespeople:

Another way of enhancing source credibility is to use the company president or chief
executive officer as a spokesperson in the firm’s advertising. Many companies believe
the use of their president or CEO is the ultimate expression of the company’s
commitment to quality and customer service. In some cases, these ads have not only
increased sales but also helped turn the company leaders into celebrities.
We are not using corporate leaders as spokespeople because its not relevant to our
product and advertisement.

 Applying Likability: Using Celebrity:

There are a number of advantages to using celebrities in advertising, whether you are
running print, Internet, radio or television commercials. The key for small companies is
making sure the local celebrity is relevant and has broad appeal. Popular celebrities often
work best because they naturally generate lots of attention. 
As our product is totally new product in the market so using a celebrity in our
advertisement will cost very high. So we are not using a celebrity.
Overshadowing:
Overshadowing is when two or more stimuli are present, and one stimulus produces a
stronger response than the other because it is more relevant or salient.

It is not also relevant to our advertisement because our product is totally new product in
the market so we are not using a celebrity instead we have used some models in our
advertisement.

Overexposure:
Consumers are smart now, they knows celebrities are endorsing advertise and they are
being paid. This problem is particularly pronounced when a celebrity endorses too many
products or companies and becomes overexposed.
We are not using a celebrity to endorse our product so this term is not relevant to our
advertising.

Message Factors
Order of presentation
A basic consideration in the design of a persuasive message is the arguments’ order of
presentation. Should the most important message points be placed at the beginning of the
message, in the middle, or at the end? Research on learning and memory generally
indicates that items presented first and last are remembered better than those presented in
the middle.

 Primacy effect
 Recency effect Recency affect is putting the strong arguments
towards the end of the advertisements. In our advertisement, the strongest
argument is presented towards the end to create a better impact.

The Response Process Model

 AIDA model
 Hierarchy of effects model

 Innovation of adoption model

  Information processing model

Information processing model :

The stages of this model are similar to the hierarchy of effects sequence; attention
and comprehension are similar to awareness and knowledge, and yielding is synonymous
with liking. Retention is the receiver’s ability to retain that portion of the comprehended
information that he or she accepts as valid or relevant. This stage is important since most
promotional campaigns are designed not to motivate consumers to take immediate action
but rather to provide information they will use later when making a purchase decision.

The first stage is cognitive stage which consists of presentation, attention and
comprehension. We are creating awareness about NICO-FIX to the consumers through
advertisements, internet etc. the consumers are well informed regarding our product that
it’s an innovative product and can help quit smoking. This ensures that consumers are
informed.

The second stage is the affective stage which includes yielding and retention. When our
target market realizes that they can quit smoking it would create a substantial interest in
their mind regarding our product. They will then gain more information through our
advertisements and while purchasing can retain those information.

The third stage is the behavioral stage which includes behavior. This stage is
associated with action, actually purchasing the product.