1. Salience:
Pollipushti is an baby food brand that offers nutritional food & has all organic ingridients.
Imagery:
A brand that is good in terms of value
Feelings:
Its safe, secured, so they will feel that our brand is perfect for their babies health.
o Performance:
Our Baby food Brand named “Pollipushti” has been made for poor mothers of both rural &
urban areas who don’t have much money to buy expensive food for their babies aged under 1
year. Though our product has been made for lower lower class, but still our products quality is

2. moderately high compared to its price. Mothers can rely on our product as most of the
ingredients that have been used to make our brand are organic. We all know that organic food is
much healthier, have more nutrition, safer as well as tasty. So our baby food is the most suitable
food for babies under 1 year age. Besides its price is only 24 taka per packet so it’s also
affordable & will be available in our own outlets. So mother who are willing to give their babies
healthy food that has nutrition, proteins & good taste, our baby food Brand is the most suitable
one.
o Judgments:
Our product will be judged by our targeted customers as a Brand that in excellent in terms of
quality, taste & good value to purchase. After using our Brand, mothers will definitely see the
changes in their baby’s health after 6 months or more. They will see that their babies are getting
healthy & not getting sick much. Beside as our baby food is also very tasty, babies will love it.
So, we think people will judge our Brand as a Brand that serves them needs fully.
o Resonance:
It is quite sure that if our customers use our Baby food brand once, they will not be disappointed
as they will get high quality product in a lower price. Our targeted customers that are lower
lower or upper lower class always want good product in a cheap rate. We are delivering them
exactly what they want. So it will definitely create a strong relation between us & our customers.
The more they purchase, the more they will get benefits & finally after some time hopefully they
will turn to loyal customers & automatically we will get a community that will purchase our food
brand subsequently.
a) Brand Positioning:
Brand positioning is the heart of marketing strategy. it creates a distinct value
towards the customers mind. for brand positioning at first needs to mention who
is our targeted customer and who are our competitors.
Target customer:
the baby aged below 1year and lives under poverty level. and the parents whose
income is low but want to buy nutritional food for their babies at a lower cost.

3. Competitive frame of references:
as we are doing niche marketing and we are first in organic baby food market
and we are serving basic food for baby so there is no distinctive competitors in
our market. if near future anyone came to serve same type of product then they
could be considered as our competitors. grammen and danone had the
possibilities to be our competitors but we are totally relieved because they have
already lost their market.
Point of parity:
We will deliver basic element like other baby food brands like nutritions, good
flavor & good pacgaging.
Point of Differences:
1. Competitor ny
2. High nutritions in a lower price than other brands like nestle
3. We are doing social marketing that we want to serve poor babies in a cheaper
rate.
Brand mantras:
"Say no to malnutrition and save the child."