Вы находитесь на странице: 1из 20

Marketing plan

ON

‘Carrot chips’
(A product of Bombay Sweets Bangladesh Ltd)

1
A Report

ON

‘Apple chips’

Prepared by
Dipock Mondal
+8801916286988

2
Table of Contents

Serial No. Subject Page


Executive Summary I
Acknowledgement II
Introduction 1
Current Situation (Macro & 1
Micro Environment)
Market Summary 2
Target Market, Target Market 2-3
Segment
Market Needs 3
SWOT Analysis 4
Competition 5
Marketing Strategy 5
Positioning 5
Marketing Mix Strategy: 6
PRODUCT
Marketing Mix Strategy: PRICE 6
Marketing Mix Strategy: PLACE 6
Marketing Mix Strategy: 7
PROMOTION
Marketing Research: 8
Financial Projections 8
Expenses Forecast: 8
Sales Forecast: 9
Break-even Analysis: 10
Implementation Control 10
Conclusion 11
11

3
Executive Summary

.Nestlé Bangladesh Limited started its first commercial production in


Bangladesh in 1994. In1998. Nestlé S.A. took over the remaining 40%
share from our local partner when Nestlé Bangladesh became a fully
owned subsidiary of Nestlé S.A.

Nestlé Bangladesh's vision is to be recognized as the most successful


food and drink company in Bangladesh, generating sustainable,
profitable growth and continuously improving results to the benefit of
shareholders and employees. Our factory is situated at Sripur, 55 km
north of Dhaka; the factory produces instant noodles, cereals and
repacks milks, soups, beverages and infant nutrition products. Today
Nestlé Bangladesh Ltd. is a strongly positioned organization. The
company will continue to grow through our policy of constant
innovation and renovation, concentrating on our core competencies
and our commitment to high quality, with the aim of providing the best
quality food to the people of Bangladesh.

The company wants to launch a new type of chips in the market. It is


totally different from the traditional chips. It is a high quality chips
which will be harmless. In that product, there will have some special
ingredients which will provide nutrition and which will be work as
digester. So definitely, that product will be an exclusive product in the
market. The target market of that product will be those who think that
chips are harmful for health; those who have digesting problems; and
the current users of the chips.
Our chips will provide some exceptional tastes which will provide great
pleasure. The chips will be sugarless so it will not be harmful for teeth.
There will no chemical color in this chip. This is mainly a natural
product which has no bad side effect.

After analyzing the market demand I have seen that there is a demand
in the market for this kind of product. And after SWOT analysis I have
seen that the company has a great opportunity to enter in this
business. Otherwise, there are a few risk involved this business. The
product will be a very new product and there is chance of rejection by
the market. The competition will also high. And if we succeed any large
company can easily enter this market. Considering all the possible
threats I can suggest the company that it will be profitable to enter this
business because there are some positive sides of the product and the
company is also strong. After estimating the cost and sales I can say
that it will be profitable. So the higher authority should consider this
marketing plan.

4
ACKNOWLEDGEMENT

Thank you my course instructor Jannatul Mawa Nupur give me topic “Marketing plan of
one products” and start us to research this topic and assure me that he will help me
interested. Then we start this research and observe many unknown and sensitive subject.
We are very glad that in spite of many limitations we have completed the Assignment
successfully. At the time of preparing this Assignment, we received cordial and sincere
assistance from many concerns First of all we want to thank the immeasurable grace and
profound kindness of Almighty Allah, the supreme authority of the universe. Then we
would like to thank to assign this type of work. At last but not least we would like to
thank, Name Head Department of Business Administration; Northern University of
Bangladesh, who inspire doing such kinds of work. And lots of cordiality to all our group
members for their kind consideration.

5
INTRODUCTION

1.1. Origin of the report


This report originates to fulfill the requirement of studying Marketing
Management, which is the course of BBA Program of Northern
University Bangladesh. The topic of the report is “Marketing Plan.”

1.2. Scope of the report


The company is very organized and resourceful organization. Its annual
reports, publication, documents and websites are very much rich for
data collection.

1.3. Purpose
The purpose of the report is to develop our skills in marketing activities
and to elaborate our knowledge.

1.4. Limitations
To prepare this report we have faced a lot of problems such as
unavailability of lab, electricity problem, unavailability of related books,
lack of time, unavailability of information in net etc.

6
Current Market Analysis

Economy: Bangladesh is a developing country. though the economic


condition of this country is not so good, The economy is turning from
agricultural sector to and industry sectors. So the future of any industry
like chips in this country is very bright.

Government:The govt. is also attentive about the industry sector and


sencourages and helps to establish new businesses.

Legal: The govt. regulations or the legal condition of Bangladesh is


also not a big obstacle at starting new business or to launch new
product. But in terms of introducing new consumer product, a company
must obtain the approval of BSTI (Bangladesh Standard & Testing
Institute). So to launch a new chips the company must obtain BSTI
approval.

Technology: The technological environment of Bangladesh is not


developed. So, new and advanced technology and machinery have to
be imported from the abroad to produce qualified chips.

Socio-cultural: From the socio-cultural point of view, there is no barrier


for chips. The chips have a good acceptance in Bangladesh. But many
people are aware about its bad effect. They know that chips are
harmful for health and there is a strong idea about this in mind of the
people.

Customers: Bangladesh is an over populated country. It has a large


amount of population. And many of them are fond of chips. So there is
vast market for the chips industry. But some people are disinterested
about the chips. So the people have also some negative ideas about
the product.

Competitors: The chips industry in Bangladesh is not small. There are


a lot of chips producers. Some of them are national and some of them
are local suppliers. Some companies also export their chips. In our
country many foreign brands are also available. They are
comparatively costly also. So the consumers’ taste and demand are
changing from low quality chips to high quality chips. Now the chips
industry of Bangladesh is very competitive.

Suppliers: Bangladesh has a lot of resources. Even then many items of


the chips especially chemical ingredients have to be imported from
abroad. So the supply of raw materials from local and foreign sources is
very important in producing the chips and its good management can
be a competitive advantage.

7
Marketing Intermediaries: As the various branded chips are available
all over the country, many intermediaries are now involved in this
business. So using the present intermediaries any company can reach
their chips easily to its target market.

MARKET SUMMARY

According to my market survey, the market has a demand of this kind


of product. At present, a lot of chips are available in the market. And
there are some kinds of Vitamin-C tablet and a very few breath
refreshing tablets are available in the market. But there is an idea in
the market that chips are very harmful for the teeth. So a lot of
conscious people do not take chocolate or chips and many parents do
no feel comfort to give this to their children. So people have a latent
demand of harmless chips.

I have collected good information about the market and I have


personally gathered a great idea about the common attributes of our
potential customers. Nestlé Bangladesh Ltd. will leverage this
information to better understand who will be served, their specific
needs, and how the company can better communicate with them.

Target Market

 The children of the country


 The current users of the chips.

Target Market Segments

Bombay Sweets Bangladesh Ltd. has segmented its market on the


basis of following categories:
.

Geographic:

 For the urban and sub urban and rural areas citizen of all over
the country.
 Especially for the convenient transportation areas.

8
Demographic:

 Children generally under teen-age.


 Young generation generally under age range 13-25.
 Educated people and conscious parents.

Psychographic:

 The lower middle class, middle class, and upper middle class.
 The conscious people.

Behavioral Factor

 Those who have negative idea about the traditional chips.


 Those who seek good quality.
 The non-users and regular users of the chips.
 Those who are aware about the bad effect of the traditional chips.

SWOT ANALYSIS

The overall evaluation of a company’s strengths, weaknesses,


opportunities and threats is called SWOT analysis. SWOT analysis helps
explore the areas of possible changes in marketing activities. A brief
discussion of Bombay sweets Bangladesh Ltd internal and external
environment is as follows:

Internal environment analysis:

The strengths and weaknesses of Bombay Sweets Bangladesh Ltd


“Carrot chips” are summarized below:

Strengths:

 Expert and experienced management


 High quality product offerings that will exceed the competitors’
price, quality and services.
 Maintain strong delivery schedule.
 Strong financial support.
 Company has strong manpower.
 Bombay sweets Bangladesh Ltd has a great company reputation
 Customer loyalty of the company
 Availability of capital
 Use of modern technology

9
 Financial stability
 Product has the brand personality.

Weaknesses:

 “Carrot sweets” is a new product of the company.


 Nestlé Bangladesh Ltd has many kind of product. But for this new
type of product, distribution and promotion will have to be taken.
 As it is a new flavor product, it will be difficult to manage
customers for the company.
 Lack of proper knowledge about the market and the demand.

External environment analysis:

The major opportunities and threats of “Carrot chips” are given below:

Opportunities:

 There is a demand for this kind of product.


 Company has good image in the market.
 There are no existing chips like CARROT Chips
 Good and initiative employees.
 Mature retail market in Bangladesh.
 Developed communication channel.
 Company has a lot of vehicles to deliver the product.

Threats:

 The present chips manufacturers are also strong competitors.


 As it is a new product, there is a chance of rejection by the
market.
 It may fail to fulfill the expectations of the customers.
 Foreign chips company.
 High cost of the raw materials.
 Political environment of the country.

10
Competition:

The main competing brands are as follows:

o In terms of chips, major competitors are Pran, Meridian chips and


Indian lay’s chips, Ruchi chips etc.

MARKETING STRATEGY
Bombay sweets Bangladesh Ltd will decide to market carrot chips all
over the country especially in the urban and sub urban areas.
Customers will be communicated through advertisements such as TV
ads, newspaper ads, internet and other media such as radio.

Mission:

•To provide highest-quality chips.

Objectives:

Marketing objectives:
• To maintain positive, steady growth each month.
• To increase new customers who don’t buy chips.
• To attract current customers of the present chips.
• Generate brand equity in the market so that in future no
company can take the market by producing same product.
• Create loyal customers.
.

Financial Objectives:

• Gain new sets of customers within 4 months that worth for Tk.
50,00,000
• In the year-end TK. 1,00,00,000

11
Positioning:

Bombay Bangladesh Ltd will position “Carrot chips” as:


Harmless chips, affordable price, convenience to distribute the
products, higher quality.

Marketing Mix Strategy: PRODUCT

Nutrition Facts
Calorie Breakdown
Amount Per 1 cup
Calories 128.82
Calories from Fat 54.58

% Daily Value *
Total Fat 6.06g 9%

Saturated Fat 0.442g 2%

Polyunsaturated Fat 1.79g

Monounsaturated Fat 3.5g

Cholesterol 0mg 0%

Sodium 27.36mg 1% Fat Protein


Carbs Alcohol
Potassium 127.09mg 4%

Total Carbohydrate 20.64g 7% Fat Breakdown


Dietary Fiber 2.74g 11%

Protein 0.291g 1%

Alcohol 0g

Vitamin A 0% Vitamin C 1%

Calcium 0% Iron 2%

Vitamin D 0% Vitamin E 5%

Thiamin 0% Riboflavin 1%

Niacin 1% Folate 0%
Saturated
Vitamin B-6 3% Vitamin B-12 0% Mono. Poly.

Phosphorus 1% Magnesium 1%

Zinc 0% Copper 3%

*Percent Daily Values are based on a 2,000 calorie diet.


Your daily values may be higher or lower depending on
your calorie needs.

12
Size: Generally different size of chips packet will be produced for
customer. These are small, medium and big size with various
designing.

PRICE
Here, we can set Tk.12 for small and TK.16 for medium and TK 20 large
packet.

Pricing policy for its product due to the following reasons:


 Distinctive Packaging
 Brand Name
 Cost of raw materials
Discounts, allowances and payment period will be reasonable for
customers.

PLACE

By using the present distribution channel Bombay Sweets Bangladesh


Ltd can easily market this product. The company has many consumer
products. The company can use its present marketing channel to make
the products available all over the country.

Bombay Sweets Bangladesh Ltd can also use its current delivery
vehicles to deliver the product to the wholesalers. The company can
use its local offices to deliver to the retailers. So at introduction stage,
company’s current marketing channel is enough to deliver the products
to wholesalers and retailers.

Marketing Mix Strategy: PROMOTION

It plays an important role in the exchange process by informing


customers of an organization’s product or service and convincing them
of its ability to satisfy their needs or wants.

13
We will use the following promotional mix:
●Advertising
●Personal selling
●Direct marketing
●Sales promotion

Nestlé Bangladesh Ltd will take a large promotional program for this
product. The company will keep a hand some amount for the
promotional activities of the product. As it is a new brand more
promotion is needed to build up the brand awareness.

Nestlé Bangladesh Ltd. will use ads through TV, Radio, and Newspaper,
Internet, Information, Home Delivery, Bill Board, Ticket Advertises,
Concert Programs, Power point presentation. Banner, Festoon, Placard,
Joining Fair
to aware people about these chips. The company will take the strategy
to create awareness about the bad effects of the traditional chips. Then
the company will present its chips to the market as harmless to
children and students as well as young and old people.

Advertisement:

In the newspaper advertising, the company will know or inform the


people about the bad effect of the traditional chips and inform about
the good sides of the Apple chips. In their TV commercial they will also
try to build awareness in the minds of the customers and try to acquire
a strong position in the minds of the customers. In the electronic
media’s advertising the company can present famous and renowned
doctors to inform people about the difference between traditional chips
and our Apple chips.

Public Relation:

The company will take a mass public relation program. Nestlé


Bangladesh Ltd will have to take this kind of promotional activities such
as stall booking in many trade fair, child fair etc. to create a positive
image about the brand. The company needs no special personal selling
program for this product. In introduction stage sales promotion will not
also be considered.

Retailers and Wholesalers:

Nestlé Bangladesh Ltd will give many facilities to the retailers and the
wholesalers. To take the competitive advantage the company will give

14
more facilities than its competitors. The intermediaries are given many
gifts items such as wall clock, T-shirts etc. and sales helping
equipments such as keeping pots, bill board etc.

Others:

They will develop some cartoons which will be used on the T-shirts, bill
boards, neon boards, and in some ads to attract the children and
young people. The company also uses this brand’s logo, picture,
symbol etc. on many toys, dolls and on many other things to know and
attract the target market.

Marketing Research:

During the initial phase of the marketing plan development, several


focus groups were held to gain insight into prospective customers.
These focus groups provided helpful insight into the decision making
processes.

An additional source of dynamic market research is a feedback


mechanism based on a suggestion system. In the suggestion system
customers are asked to rate in terms of a given scale. There are also
several open ended questions that allow the customer to freely offer
constructive criticism or praise. Nestlé Bangladesh Ltd will work hard to
implement reasonable suggestions in order to improve their products
offerings, as well as show its commitment to the customer that their
suggestions are valued.

The last source of market research is competitive analysis. Nestlé


Bangladesh Ltd will send people to local competitors to gain
information about their product offerings and also its competitors’
product offerings.

15
FINANCIAL PROJECTIONS

This section will offer a financial overview of “Apple chips.” as it relates


to the marketing activities. I have addressed all expenses forecasts
with fixed costs and variable costs and with first six months estimated
costs, sales forecasts with the first six months estimated sales, break-
even analysis, and the possible profit after six months in this section.

Expenses Forecast:

Estimated total Cost for the first Six Months:

Fixed cost Tk.13,00,000


Raw materials Tk. 12,00,000
Rent Tk. 1,60,000
Employee (Operation & Sales) Salary Tk. 15,00,000
Packaging Tk. 2,00,000
Promotional Expenses Tk. 7,00,000
Distribution Tk. 1,50,000
Commission Tk. 10,00,000
Operational Expenses Tk. 1,70,000
Administrative Expenses Tk. 2,50,000
Insurance Tk. 15,000
Interest Tk. 50,000

16
Miscellaneous Expenses Tk. 1,00,000
Total Tk. 67,95,000

17
Sales Forecast

There will not be enough sales in first month. In the second month the
sales will be increasing at a satisfactory rate. From the third month the
increasing rate of sales will be very high. That means from month three
there will be a steady increase in production and sales.
Our sales forecast is 1000000 packet chips for the first six months. On an
average per piece of chips will be sold for Tk.10.

Estimated Sales for the first Six Months:

Estimated Sales (TK.)


1200000 1080000
1000000 900000
800000 720000
600000 540000
400000 360000
180000
200000
0
1 2 3 4 5 6
Consecutive Month

Break-even Analysis

BEV= Fixed cost / (Price- Variable cost)


1000000
10-5

=200000 units

So, breakeven point can be achieved within 6 months.

18
Implementation And Control

marketing plan includes different kinds of budget and managerial


assignment for every action program. It describes how to implement
marketing plan. For control purposes, the plan also allows for quarterly
comparison of actual versus projected sales and expenses. If we can
not do this comparison among the plan then we never go to the
competition. For our better performance we need comparison between
actual and projected sales and expenses. If there find out any gap in
plan and output, we have to take corrective actions. Not only that, if
there is any problem arise in production, marketing process, or any
other areas, we have to take necessary steps to overcome that. Finally,
the management will monitor the total environment, progress, and gap
and will take the corrective actions if necessary. The company always
has to maintain the TQM (Total Quality Management).

CONCLUSION

We have learn many things after preparing our report. In the above we discuss the
strengths of our company that will help in future because without strengths a company
cannot exit.Our company solves its weakness and overcomes its threats. Our company
adds exclusive taste in chips and our product has some exclusive
characteristics that will help us to acquire position in the minds of the
customers. Our chips contain such advantage or features that will achieve its customer
satisfaction.

Recommendations:

At first we want to say that The Organic 7 Company Ltd should have a specific marketing
department which will work under the supervision of the executive directors. This
department consisting of marketing specialist whose main job are planning and
implementing of marketing activities such as advertising, promotional campaigns, public
relations, providing market information to sales department.

19
The major activities of the department can be listed as follows:
• Carry out market reach, customer satisfaction survey.
• Collect and review information on market, top competitor.
• Encourage the customer to the brand.
• The authority should be conscious about their marketing strategy.
• Should be more advertisement in the content of whole Bangladesh focused on
billboard, print media and web ad. Etc.
• Need regular communication among clients and sales persons.
• The company should have to ensure good use of fund.
• The company should offer more facilities to the customers as per customaries
requirement.

Reference:
• Kotler and Keller. Marketing management.12th edition.
• Philip Kotler marketing management.11th edition.S

Websites:
www.Google.com
Others:
Customer’s opinion

20