Ring chips

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Fantastic 4

Name

ID

Abdullah Al Noman
Syed Faiz Ahmed
Md Wahidul islam
Shahnewaz Mustafiz

1220235
1110717
1137030
1010313

Tajwar Rahman

1120177

Executive Summary
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Ring Chips is a product of Bombay Sweets and Company Limited (BSCL).

The company is a name which has been associated by consumers for more
than 5 decades with snack foods in Bangladesh and abroad. It made its
modest start in 1948, gradually increasing its popularity amongst consumers
by meeting their demands. Initially, BSCL served its customers through its
own outlets, and within 20 years the company had established 28 such
outlets throughout the country.

Bangladesh not only has a rapidly growing economy, but is also one of the
most
densely
populated countries in the world. The economic focus is turning from
agriculture to industrial sectors, even though current economic conditions
are not so good. Nevertheless, the snacks industries have great potential and
opportunities for a bright future in the Bangladeshi market. All types of
snacks and chips are great favorites with people of all ages, but especially
with children, teenagers, and the 18 to 26-years-old generation. Snacks and
chips are a kind of appetizer which people like to eat at break-time or
between meals, wherever and whenever the opportunity arises. There are
many international and local brands of chips all competing for this growing
business market in Bangladesh. Consumers are therefore looking for a brand
to purchase, whose products satisfy their tastes and preferences. We believe
Ring Chips has that potential to be among the top selling chips in
Bangladesh. That is why we are re-launching the product because we believe
there is demand in the market for Ring Chips. It is a popular product among
kids and teenagers.

We are targeting specific segments in the consumer markets, taking

advantage of opportunities indicated by higher demand in the snack
industry. The primary marketing objectives of this plan are to make people
aware of this product still exists in the market we are trying to achieve that
through a whole lot of advertising strategies. We believe as soon as people
are aware of our product sales will automatically rise and within a year Ring
chips will be among the most-selling chips in the country.

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Table of contents:

Page

Current market situation

04

Product Review

05

Competitive Review

06

SWAT analysis

09

Marketing Strategy

10

Positioning & Product Strategy

11

Price Strategy & Distribution Strategy

12

Marketing Research & Controls

13

Advertising

14

Conclusion

16

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Current Market Situation

Ring Chips the first product launched by Bombay Sweets and Company Limited (BSCL) some
50 years ago. Decades later it is still going strong among taste buds of Bangladesh.
Bombay Sweets is about to re-launch Ring Chips into the Chips Market which is dominated by
Lays, Bombay Sweets Potato Crackers and Mr. Twist, Sun Chips and Meridian Chips. However,
there is growing demand in the snack industry of Bangladesh and with effective advertising
strategy there is great chance that Ring Chips will quickly become a top seller in the market. To
gain market share in this environment Ring Chips must carefully target specific market
segments. Another plus point for Ring Chips is that it is a product of Bombay Sweets, the
company dominates the snack industry especially the chips market with Mr. Twist and Potato
Crackers which are best sellers for years.

Market Description
Ring Chips market consists of consumers aged between 6 to 26 years. The chips market is
dominated by Bombay Sweets Potato Crackers and Mr. Twist, Lays a product of Frito-Lay
group, Sun chips a product of Quashem Foods Limited and Meridian Chips a product of
Meridian Foods Limited.

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Age vs. Preferred Brand

Count

Responde
nts Age

Total

Preferred Brand

Total

Bombay
Sweets
Potato
Crackers
and
Mr.
Twist

Meridian
Chips

Sun
Chips

Lays

Others

Less than 10

11 to 15 years

27

47

77

169

Above 15 years

16

18

50

45

57

14

96

11

223

Respondents Age * Preferred Brand Cross tabulation

Table-1

As you can see from Table -1 this is the current situation of the Chips market
in Bangladesh. 2 of Bombay Sweets Products already dominates the market
and controls major share in the market. Through our Brand name people will
be attracted to our product because they already trust our products. As we
are re-launching this product we will sell at a lower price than our
competitors at the moment Potato Crackers and Mr. Twist are sold at 12 taka
a pack. We will sell Ring Chips at 8 taka a pack to attract customers.

Product Review
Ring Chips is a ring shaped chip as the name suggest. Its ingredients are
Wheat Flour, Starch, Baking Powder, Turmeric Powder, Vegetable Oil and
Seasoning.

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As we are re-launching the product we have definitely improved the quality

of the product .We are using modern machinery to produce the best chips
possible. As soon as our customers open their pack they can see that all the
chips are ring shaped no exception and all of the chips will be crispy and
crunchy.

Competitive Review
Key Competitors in Chips Market are:

1. Lays is a product of Frito-Lay a multinational company owned by PepsiCo.

Lays sells it chips in Bangladesh through Lays PepsiCo India. Lays sells the
following flavors: "India's Magic Masala", "American Style Cream & Onion",
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"Spanish Tomato Tango", "Classic Salted" and "West Indies' Hot 'n' Sweet
Chili ". In 2013, Lay's released two new flavors, "French Salt & Cracked
Pepper" and Lays Chile Limon". A baked variant of Lay's called "Lay's
Baked" is available in the following flavors: "Original Salted", "Cream, Herb &
Onion" and "Sun kissed Tomato". They have 3 types of Packet small,
regular and large.

2. Potato Crackers and Mr. Twist are both product of Bombay Sweets and
Company Limited (BSCL). They are made right here at Bangladesh. Each of
this chips are sold at only one type of pack which is similar in size to Lays
Regular pack. Each pack cost around 12 taka. Bombay Sweets also sells
other chips like Alooz, Korinthos, Bombay Sticks, Potato Sticks,
Cheese Balls and Slanty.

3. Sun Chips is a product of Quasem Food Limited, it is another product

made right here in Bangladesh. It follows similar design and flavors of Lays.
Sun chips have 5 flavors Mix Masala, Garlic and Chili, Wasabi, Cream
and Onion and Tomato Tango.

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4. PRAN is another major competitor in the chips market. They sell 3 types
of chips Pran Potato Cracker, Tom Tom Cracker and Chicken Bite.

5. Meridian Foods Limited is another company who is renowned in

Bangladesh for its snacks. Like Bombay Sweets its sells variety of Snacks
most of them chips. There best seller Meridian Real Thai Chicken Chip.
Instead of potato they use real chicken, they somehow dry out and made it
into chips. They sell many more kinds of chips like Meridian Real Thai
Shrimp Chip, Meridian Fresh Chicken Stick, Meridian Chicken B.B.Q.
chips, Meridian Tok-Mishti chips, Meridian Potato Crackers, and
Meridian Zig Zag.

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SWAT analysis of rings chips:

Strength:

Innovative: ring chips is made of a unique taste where is rare to find in

any other .A sour hot taste which will make you feel good.
Healthy: our chip is made in a very healthy environment, using no
chemical and any other bad ingredients.
Pricing: Ring chip is cheaper comparing the other existing products in
the market.
Qualified persons: having qualified and experienced peoples behind
the making that makes our product safe.
Delivery: maintaining strong delivery schedule.
Very strong financial support.
Having a loyal customer base.
Using modern tech.
Strong brand name in the market.

Weakness:

Having strong competitors in the market.

It will be hard to get the market share.
As it is a sour hot product then many customers will not like the taste
Many consumers will not like to taste a new product.

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Opportunities:

Increasing young generation is a great opportunity.

Demand for new taste is increasing so it is a opportunity to introduce a
product.
Mature retail market in Bangladesh.
Company has a good image in the market.
Having great communication channel to deliver the product.
Educated and hardworking employees
Having innovative ad making people who will make their
advertisements attractive to watch.

Threats

Because of increased competition and market share strategies price

can go down more.
Chance of rejection from the market.
Foreign chips companies can be a big threat.
Maybe fail to fulfil the expectations of the market.
High cost of the raw materials can have a negative effects.
Bad situation of the country can become a threat.

Objectives:
Financial objective:
First year: there will be not enough sell in the first year so the profit will not
get a good look, we have to introduce the product very well in the market in
the first year.
Second year: in the second year the sell will increase in a satisfactory rate.
in the second year we will try to sell 500000 packages ,by offering three
different price packages- 5,10,30 tk.
Marketing objective:

Increase new customers.

To attract customers of different chips and make them own customers.
Making the product familiar in different areas of country.

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Marketing Strategy of Rings Chips BD:

In our marketing strategy of ring chips our primary consumer market is the
young peoples who like to take chips very much like school, high school and
college going students and our secondary consumer target is the adult and
the old aged peoples who dont take chips regularly but often they like to
taste it.
The market can be segmented in following basis:

Geographic

For urban and suburban citizens of all over the country

Where the transport system is good.

Demographic

Children under teen age and teens

Educated people and conscious parents.

Psychographic

Lower, middle and higher income.

Behaviour factor
Who seek good quality
Who has negative effect about the traditional chips
Non user and the regular user of the chip.

1. Positioning:
Positioning is the key element of any marketing plan. Positioning is as much
as art as science and helps to win the hearts and minds of the consumer.
BSCL tries to position their product through image and product
differentiation. To make ring chips different from others the pack plays very
important role, they are using a yellow colour full pack that no other
companies are using and by that there goes a clear image in the customers
mind about the chips that how it looks. Then they will use their logo and
short advertisement so that people can have a clear idea about the product.
Also using a cartoon on the package which will be another symbol of the
product.
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To capture customers ring chips will also develop some positioning strategy.
Like:

Proper offerings.
To know about the customer satisfaction.
Insuring better quality.
Insuring 100% harmless chips etc.

2. Product strategy
To launch a product in the market there are some rules that should be
followed.

Our product should give some different experience to the customers

then the other existing products in the market. customers should find
that our products taste is unique from others
Different sizes of chips packs will be in the market, like medium, big,
small, soeveryone can take it.
Sizes, taste of the chips must be different from others, customers can
find something unique.
The date of expire would be on the package body so the customers can
think they are having the right quality.

3. Price strategy:

Pricing is a very important strategy to make a product successful in the

market. As we are targeting the teens and school college going peoples
so we have to decide a price that those peoples can bear.
To make the product familiar in the market first we will make a low
price than the other existing products in the market so that it could get
some market share.
As we are making different packages of chips so we could different
prices of different shapes. Like small one 10 taka, medium one 15
taka,and the biggest family one 30 taka.
We can also offer if anyone buys 5 chips together then he will get 10
taka concession.

4. Distribution strategy:

As BSCL has a large distribution channel from urban to remote

areas, so they could supply the product by using this channel.

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Can assign students as their part-time representatives to remote

area to promote ring chips because they are energetic and it will cot
low then the permanent employees.
Assigning more distributers in different areas to make it available in
different part of the country.
Also can promote through mobile shops in the shopping malls,
ofces and the crowded areas so that the people can purchase the
product easily when they want to.
Also offering attractive bonus for the distributers who will be able to
fulfill the target of sell.

5. Marketing Research:
By using the research we are trying to find that the specific tastes and the
benefits that the customers want from us. Feedback from market tests, focus
group, surveys will help us to develop our product. We will also be able to
know the customers attitude toward the competing brands and products. We
will use customer satisfaction studies to gauge market reaction.

6. Marketing Organization:BSCL chief marketing ofcer,holds the

overall responsibility for all of the companys marketing activities.
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Advertising:
We are using different media to promote our product. As our product is
almost going ban in the market & our plan to re-launch it, it might not be so
easy for us to re-settle down our product in the market. But we are going to
try best to dominate the market.
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Television:
Television is the biggest source of media. People of all ages around the world
are mostly depended on it. So we are targeting to have a commercial ad on
TV of our product. The heavy use of TV by children is of concern to parents
and early childhood experts. As children are the main target consumer of our
products, so giving ad on TV might be the great source to reach them.

Newspaper:
We are planning to give ad in the newspaper. As its a great source of media,
people do read newspaper frequently and get updates. So, its definitely the
great way to promote our product. We want to publish our ad daily for one
week, then publish it on the weekends of a week. Here is the demo of our ad-

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Radio:
There is a number of a large group people who do regularly stay connected
to Radio. The ads of Radio can reach the audience easily. The jingle, key
word, brand name, people can easily remember. We are planning to give our
ad on regular basis on Radio.

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Internet:
In recent days people become very much depended on internet. We are
going to promote our product in Face book. We are having our ofcial fan
page, where we will upload our ads, posters, different offers etc. The news on
Face book spreads within a very short time. So, we are expecting for great
respond from the users.

Billboard:
In Metro cities, giving ad in Billboard is a common thing and very much
effective. We are going to have Billboard ads in differentbusy roadside. This
source of advertisement really works, people got attracted by seeing those
ads. So, its an easier source to capture the mind of consumers. It is
expensive but it will definitely going to increase our sales.

Road shows:
We can arrange road shows in in front of many shopping malls and many
schools and colleges. Frequent road shows can affect the consumers and
they can get interested in it.

Sponsorship:
Ring chip can sponsor various concerts, sportsevents, cultural programs
.they could also include cafes, university canteens etc. for sponsorship.

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Budgets
We have estimated 1,0000000tk for e media, for press media 5000000tk and
for billboard 3000000tk and some other cost for sponsorship etc. We will try
to sell 500000 packages at different prices like 5, 10 and 30 tk for big one
and to get 10000000tk from there but from 1 st year it would be difcult so
we could see a loss in 1st year but from next or few years later there will be a
shape increase in sales and revenue in go up and company can make profit. I

8. Controls:
Marketing plan includes different kinds of budget and managerial
assessment for every action program. This will allow comparison between
actual and projected sales and expenses. If comparison failed then its not
possible to go to the competition. For better performance we need it. If we
find any gap in plan and output then we should correct it. Also if there any
problem arise in production or any other areas, then we should take
necessary steps to overcome it.the problems could be:

Fail to communicate with target customer

Price is high
Taste failed to satisfy customers
Promotion was not enough.
Did not enter into rural areas

Solutions could be:

Use the promotion widely

Improving the quality
Make the correct price.
Provide in urban and rural areas
Increase its status.

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Conclusion
As we know that todays world is a competitive world and to survive in the
market you always have to make something innovative. So having that in the
mind we tried to make a product which is affordable to the customers who
can buy that and also making the product bright and a unique taste which
the customers will like to have, company have to create a longtime and a
short time plan which they will try to achieve time to time, they will also
have to be aware about the whole market situation and try to take decisions
regarding the situation.

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