Task #3: Identifying your specific points of differentiation with appropriate justification, which is crucial

to mobilizing a consumer to select you over your competitors.

The main competitor brands of “Baqarah Milk” in Bangladesh are Pran Dairy, Aarong Dairy, Farm Fresh
Milk, Aftab Milk. Whereas we can say “Milk Vita” pasteurized milk is far ahead from these players in
liquid milk industry. The specific points of differentiations which is crucial to mobilize target consumers
to select “Baqarah milk” are followings:

Core Organic Milk:

“Baqarah Milk” as a brand need to attain the accreditation to be certified as organic milk by globally
recognized certification body such as USDA (United States Department of Agriculture), International
Federation of Organic Agricultural Movements (IFOAM). Whereas, Eon Group has launched the first-ever
automated pasteurized milk factory in Bangladesh at Badarganj in Rangpur, the milk is already produced
without the use of synthetic pesticides, antibiotics, hormones, or genetically modified organisms
(GMOs), and follows strict organic farming practices through integrated IOT sensor based software
system. In addition, it has accreditation from Sweden’s Delaval for the shelter management system for
cows. A strong team which is guided by Dairy farm expert of Netherland, well experienced veterinarian
doctors ensuring the organic farming attributes. So, different marketing communications strategy such
as media advertising, consumer promotions, digital marketing through popular social media such as
Facebook, Twitter should promote this key attribute of the brand which will ensure the utmost benefit
to its health-conscious consumers.

Figure: 3.1

Safest Lactose free milk:

“Baqarah Milk” can come up with a new variant “lactose-free milk” which provides a solution for
individuals with lactose intolerance, lactose-sensitive, or choose to follow a dairy-free or plant-based
diet. This can be particularly appealing in a diverse market where dietary restrictions, preferences vary
and consumers can enjoy the taste and nutritional benefits of milk. It can be used in various culinary
applications such as cooking, baking. Thus it can Position it as a unified substitution for regular milk in
recipes, making it convenient for consumers to incorporate into their daily lives.

Country of origin

Eon Group has imported pure breed Holstein Friesian cows from Australia to ensure milk under the
brand name “Baqarah Milk”. Here the brand should promote secondary brand association the country
of origin as the main source of its product attribute, milk towards target segment. Though it highlights
the message but developing proper integrated marketing communication for its consumers should be
more unique as someone having milk from Australia which is well known throughout the world for dairy
production.

Unique Diversified Packaging:

“Baqarah Milk” was maintaining automated 3 layered high end UV-ray protected packaging which is
used for its two different variants and different sized packs.

“Baqarah Milk” has to work on its packaging with more dynamism as it will work with redefined
diversified consumer segment. “Baqarah” can apply these following ways of packaging:

Generic Eco-Friendly Reasonable Packaging: Here the brand will consider environmentally friendly
packaging materials, such as biodegradable or compostable packets made from recycled materials which
will cost minimal. This will highlight the brand's commitment to sustainability and corporate social
responsibility aligned with eco-conscious consumers.

Innovative & customizable Bottle Designs for its premium customers: For premium consumers the
brand can think of unique bottle shapes, sizes, or materials that stand out on store shelves such as
consider using glossy, ergonomic designs or transparent bottles that showcase the freshness and quality
of the milk. In inclusion of this, there can be option for consumers to personalize their milk packaging,
such as adding their names or messages to the label as part of mass customization and one to one to
personalized marketing. This creates a sense of connection and ownership with the brand.

###Narrate how you will position your brand to the redefined target segment.

In an increasingly health-conscious society, where consumers are actively seeking natural and healthy
milk options, "Baqarah Milk" should focus as the epitome of purity and nutrition. With its redefined
target segment in mind, they need to embark on a journey to position its unique products as the go-to
choice for those seeking superior quality and holistic well-being.

To effectively position "Baqarah Milk," we need to understand the needs and preferences of the
redefined target segment. We identify them as individuals who prioritize their health and are actively
seeking ethically sourced and sustainable products apart from their religious point of view. They are
willing to pay for the products that offer exceptional quality and align with their values.

Our first step is to emphasize the core attributes as well as points of differences of “Baqarah Milk" that
set it apart from other milk products in the market. It is important to highlight that "Baqarah Milk" is
sourced from grass-fed, pasture-raised cows that are treated with utmost care and respect. The Brand
ensures that the milk is free from hormones, antibiotics, and any artificial additives, delivering a truly
pure and untainted experience.

To connect with our redefined target segment on the utmost level, we have to position "Baqarah Milk"
as a part of a holistic lifestyle. We emphasize the brand’s products compatibility with various dietary
preferences, such organic diets. Additionally, we have to think of celebrity endorsement or
spokesperson such as any renowned nutritionists and wellness experts (Sohel Taj) to provide
informative content, recipes, and tips that showcase the versatility of "Baqarah Milk" in their healthy
routines.

As we roll out our promotional marketing campaigns, we have to leverage digital platforms and social
media channels such as Facebook, Instagram frequented by our redefined target segment. Authentic
and visually appealing content should focus the source of "Baqarah Milk," the nurturing environment,
and the testimonials of satisfied customers. Influencers and ambassadors, known for their commitment
to health and well-being, share their positive experiences with "Baqarah Milk," further endorsing its
quality and benefits.

To deepen the emotional connection, we need to emphasize how choosing "Baqarah Milk" supports
local communities and environmentally friendly practices, fostering a sense of social responsibility and
pride among our target segment.

In conclusion, by positioning "Baqarah Milk" as a premium, ethically sourced, and nutritionally superior
product, we have to successfully capture the attention and loyalty of our redefined target segment. Our
brand should be synonymous with purity, health, and sustainability. Establishing "Baqarah Milk" as the
preferred choice for those seeking an exceptional dairy experience that aligns with their values and
aspirations.