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DECEMBER 2013
ROYAL EGG FARM
MARKETING DEPARTMENT
HEAD OFFICE
XX-111-X,XXXXXXXX, DHAKA
BANGLADESH
Contents
Executive Summary ................................................................................................................................................................. 2
Current Marketing Situation ................................................................................................................................................... 4
MARKET SIZE ............................................................................................................................................................... 4
MARKET SHARE ............................................................................................................................................................ 4
COMPETITION................................................................................................................................................................ 5
SWOT Analysis ........................................................................................................................................................................ 6
Strength ........................................................................................................................................................................ 6
Weakness ........................................................................................................................................................................ 6
Opportunity ................................................................................................................................................................... 6
Threats .......................................................................................................................................................................... 6
Opportunity and Issue Analysis ................................................................................................................................................ 8
Objectives ............................................................................................................................................................................... 9
Our objectives are divided into three categories as like following: ............................................................................................. 9
Marketing Objective ............................................................................................................................................................ 9
Financial Objective ............................................................................................................................................................... 9
Campaign Objective ........................................................................................................................................................... 10
Marketing Strategy ............................................................................................................................................................... 10
TARGET MARKET ............................................................................................................................................................ 11
Positioning Strategy ......................................................................................................................................................... 13
Points of Difference ..................................................................................................................................................... 13
Product Strategy ......................................................................................................................................................... 14
PRODUCT DEVELOPMENT ............................................................................................................................................... 14
RAW MATERIALS ........................................................................................................................................................ 15
RAW MATERIALS SOURCE .......................................................................................................................................... 15
PACKAGE DEVELOPMENT ................................................................................................................................................ 15
Pack Size ..................................................................................................................................................................... 17
Table 1: Pack Size ........................................................................................................................................................ 17
Pricing Strategy................................................................................................................................................................ 17
Table 02: Price Structure of Competitors .................................................................................................................... 17
Table 03: Price Structure Liquid egg for Channel Members ....................................................................................... 18
Promotion Strategy .......................................................................................................................................................... 19
Advertising ................................................................................................................................................................... 21
Trade Promotion .......................................................................................................................................................... 21
Distribution Strategy ................................................................................................................................................... 23
Executive Summary
Royal Egg farm is a new organization started in 2013. Royal Egg farm is a
poultry-based domestic company start business in Bangladesh in 2013. It is
getting ready to introduce a new product Liquid Egg this product will
produce from egg. As this product will produce from egg a marketing manager
I would like to introduce this product with a vision of achieving a new
position in the egg market in future. Keeping this perspective in mind the
product will be produced in Bangladesh and the raw materials will be collected
within the country because egg is our necessary goods & we also produce egg
and also 49825 (Farm Poultry and Livestock survey 2007-08) of egg farm
are established in our country. The annual production of egg is about millions
of tons since 1992-93 to 2012-13. Different farm and organization available
those are produce egg but none of organization produce liquid egg. For this
reason, the company introduces Liquid egg targeting the Bakery. The
company will first introduce the product Liquid egg in Bakery markets of
Bangladesh (mainly large Bakery those are produced lots amount of cake,
Biscuit, bread etc. Bakery like coopers, Mr. Baker, California pasty shop etc.).
In
progress
it
will
follow
intensive
distribution
and
carry
large
scale
MARKET SIZE
rate of 5% per year. Market of this product is Bakery and city family
oriented. It is relatively a fast moving product.
MARKET SHARE
There are many farms those are produce egg but none farm produce liquid
egg.
We are the first organization who introduces this new types of product.
Liquid egg is expecting market share 10% within two years. It is expected
to increase sales over the next few years because the market is expanding.
The primary buyers are bakery, who is conscious about their customer health
& different taste. The product is also used by consumers as daily homemade
food at all of their daily meals, Poached Eggs, cooked egg which are really an
interesting & delicious.. For this reason Liquid egg has a large potential
market which will provide food value & taste.
Tk. 50 billion
5%
10%
Tk. 50 billion
COMPETITION
SWOT Analysis
Strength
Unique Product
Unique taste
Natural
Longevity (6 months)
Weakness
Opportunity
Government support
Opportunity to export.
Threats
Government regulation
Weak infrastructure
Political instability
Lack of subsidies
Since in Bangladesh egg is grown in about 50000 of farm and the annual
production of egg is about millions of tons the organization can easily collect
raw material at low price from rural market. The company can go through
large scale production that will give an opportunity to export it. Besides this,
the product has a large potential market as most customer want liquid egg
for egg with different values. Government can also give enough subsidies to
the production of egg. Yet increased competition from other egg production
companies can slow down its sales. From the threats the issues that Royal
egg farm must address are Should the Company develop own infrastructure to ensure the flow of
raw material in proper time?
Should the Company establish own production plant of egg to ensure
high quality & availability?
Does the advertising campaign make people inform about the food
value of egg and increase brand awareness?
Objectives
Marketing Objective
improve
product
quality
through
continuous
research
and
development.
Financial Objective
50,00,000.
Campaign Objective
establish
brand
personality
as
friendly,
reliable
and
trustworthy.
To create far-reaching awareness among the consumers.
To get the maximum demand from the consumers.
Our campaign will also focus on the different taste and healthiness
of the product.
Key points of the campaign are as follows.
o Liquid egg is a healthy product.
o Objective is to inspire consumers to trial purchase our new
product.
Marketing Strategy
Marketing strategies of liquid egg are primarily aimed at gaining attention,
increasing market share and establish the brand more dynamically. To
implement the strategy we considered a unique branding strategy and an
extensive promotional strategy. Proper packaging, positioning, pricing and
distribution strategy will also assist us to execute our strategy.
TARGET MARKET
Geographic
Country
Bangladesh.
Density
Bakery
Demographic
Income
Psychographic
Social Class
Life Style
Behavioral
Occasion
Regular
Benefits
Healthiness, Hygienic
User Status
Potential
Positioning Strategy
Points of Difference
The points of differences characteristics that make Liquid egg unique
relative to competitors- fall into following important areas:
Unique health and Hygienic. hygienic issue is the main Pods of our
Liquid egg.
These are:
Attractive in looking.
Product Strategy
Our product strategy includes development in products food value &
nutritious and also in packaging
PRODUCT DEVELOPMENT
Egg has been processed in two stage
1) Our washer wash egg after collecting them
2) Our opti Braker and seperating mechine will break egg and send them to
packageing.
Egg breaking
process
RAW MATERIALS
Egg
RAW MATERIALS SOURCE
In Bangladesh egg is grown in about 50000 of egg production farm. The
annual production of egg in millions of ton. It is our necessary goods. It is
seen throughout Bangladesh but is grown in abundance in Mirpur, gazipur,
Savar.
PACKAGE DEVELOPMENT
Company name
Sign
Logo
Price
Expired date
Manufacturing date
It is eye-catching.
More convenient to use
It combines visual and verbal appeals
Pack Size
Table 1: Pack Size
Pack Size
Mode Of
Cartoon Size
packaging
5 Kilogram
10
Kilogram
Pricing Strategy
We know that different types of egg are available in current market. But
there is no liquid egg from egg which can give the consumer different health
ensures egg market in a new dimension. Thats why the company introduces
the Liquid egg. Since the company enters into this market in a new
dimension & targeted at only Bakery.
Pack size
MRP (Liquid
Egg)
5 Kilogram
900.00
10 Kilogram 1850.00
Pack size
NSI
VAT
Distributors
MRP
Price (Including
vat)
5 kilogram
Tk 870
Tk.22
Tk.892
Tk900.0
0
10 kilogram
Tk 1792
Tk.44
Tk.1836
Tk1850.0
0
Promotion Strategy
Our advertising and promotions will pivot around five key strategies. Key
programs
includes
patronage
reward,
In-store
demonstration,
presentation
giving,
coupons,
outdoor
premium,
discount,
advertisement,
Coverage
audience
of
Gender
audience
Social class
Newspaper
Mid to
Daily star
High
15 to z
All
Protom
alo
High
15 to z
All
Kaler
konto
High
15 to z
All
Bangladesh
Protidin
High
15 to z
All
High
upper
Mid to
Mid to
high
upper
Mid to
Mid to
high
upper
Mid to
Mid to
high
upper
press
Independen
t
High
15 to z
All
Manob
Konto
Mid
15 to z
All
Low to
Shomokal
mid
15 to z
All
Low to
Amar desh
mid
15 to z
All
Mid to
Mid to
high
upper
Mid to
Mid to
high
upper
Mid to
Mid to
high
upper
Mid to
Mid to
high
upper
Low to
Low to
high
upper
Others
Specific
Bill board
area
Controlled
All
Advertising
o Outdoor Advertisement: We plan to have an exciting, informative, and
actively managed outdoor advertisement. There will be wall painting all
around the country.
o Press Advertising: We will undertake a considerable amount (based on
promotional expenditure) of press advertising in order to advertise our
special promotion like consumer offer and to enhance our brand image
actively. More often our targeted potential consumers go through daily
newspapers; the more likely they are inspired to our brand when they have
a need for our type of free offer.
Trade Promotion
A general phenomenon of the competitor activity is trade promotion. So to
ensure the width and depth of our products stock and also occupy more
space in the retail outlets in major metro city, we should adopt some trade
promotion.
Distribution Strategy
The target and potential consumers of Liquid egg live in all parts of the
country. So to reach our product to each and every consumer those are
related in business of Bakery, we will ensure the following activities.
a) Make the product available to maximum possible outlets.
b) Deliver the product at the right time.
c) Increase the depth of stock of each outlet.
d) Smooth
delivery
of
the
product
to
all
depots
and
distributors
premises.
e) Proper merchandizing i.e., ensuring proper display of our product on the
shelf of retail outlet.
Coverage:
Nationwide
Operational Center:
7 Nos.
40 nos.
Distribution Channel:
Direct/through appointed
distributors
Warehouse No:
10 Nos
Warehouse:
Store Capacity
Liquid egg will be distributed in the market through two level channels. In
the distribution channel the company will use some distributors for delivering
the products to the Customer. These distributors buy the product,
warehouse it, and then resell and deliver it to consumers.
Our distribution channel:
Production plant
Distributor
Consumer
Action Program
Liquid egg will carry out its marketing strategy and achieve its objectives
through a wide variety of scheduled programs:
2014
January April: The Company will launch its product into the market. It will
follow pull strategy. Under this strategy it will spend Tk.5, 000,000 in
advertising and consumer promotion to build up consumer demand. It will give
coupons by newspaper that we will give buyers a savings when they purchase
Liquid egg. The company will follow selective distribution by promoting and
distributing it to major divisional Bakery (Dhaka, Chittagong, Rajshahi,
Khulna, Sylhet, Barishal).
May August: The Company will continue advertising and stop consumer
promotion. It will start to give trade promotion that will influence the
middlemen to carry this product and place it in an eye catching position to
occupy consumer attention. In this time the company will follow intensive
Financial Projection
Sl no.
Particulars
Amount in Taka
NSI
870
Raw Material
700.00
Packaging Material
2.04
Labor
2.10
Machine
164.76
FOH
1.10
COGS
79.19%of NSI
Gross Margin
688.953
180.96
(20.80% of NSI)
Sl no.
Particulars
Amount in Taka
NSI
1792
Raw Material
1400.00
Packaging Material
3.05
Labor
4.34
1710.94
Machine
382.56
FOH
2.05
COGS
81.06% of NSI
Gross Margin
1771.2
(20.80% of NSI)
Apr-Jun
July-Sep
Oct-Dec
Jan-Mar
Estimated Sales
100
200
250
300
100
Less: COGS
80
160
200
240
80
Gross Profit
20
40
50
60
20
25
20
19
18
25
(5)
20
31
42
(5)
Less: Depreciation
Less: Advertising Admin.,
R&D, Others
Net Income
For control purposes, the plan also allows for month by month comparison of
actual versus projected sales and expenses. A contingency plan, attached, has
been developed for implementation in the case of severe downward pricing