Introduction

In this term paper, I have worked on the analysis of the marketing plan of Shopway Limited.
Consumers across developed and developing markets have shown significant preference for e-
commerce and continue to embrace online shopping to address their growing need for
convenience, better pricing, product assortment and ease of delivery. In Asia Pacific 43%
consumers surveyed by Nielsen are already using e-commerce platforms for home delivery of
products. Similarly, 25% of consumers in Africa and Middle East. With rising consumer uptake
across e-commerce categories, online FMCG growth is accelerating across the globe. In fact, our
Future Opportunities in FMCG E-commerce study estimates that online FMCG growth will
accelerate four times faster growth than offline sales in the next five years. So, as Shopway targeted
the FMCG market of our country, so I have analyzed what kinds of marketing plans they grabbed
to gain a good market share in this industry.

Objective of the Study

To study on marketing management in Shopway with a view to suggest improvement on their
overall marketing and communication process.

Methodology
I have prepared this report by collecting qualitative data from both primary and secondary sources.
Primary Sources:

1. Interview: I have done face-to-face and telephone interview with the CEO of Shopway,
Firoz Uddin Ahmed.
Secondary Sources:

1. Official Website: www.shopwaybd.com

2. Social Media Page
3. Different articles on FMCG Industry of Bangladesh

1|P ag e
 Company Overview
Shopway is a digital app-based platform which ensures door to door delivery of daily necessities.
The customer can order any necessary good by selecting it from the app list. Shopway is a startup
that aims to utilize the growing digital app users in Bangladesh. It is the first ever digital integrated
retail necessity shopping solution in town. With only few taps, we can get necessary products
delivered at our home. Shopway has the vision to make the buying experience smooth and hassle
free for families and bachelors alike. Shopway basically started as an idea to provide the
inhabitants of Mirpur DOHS with a smooth buying experience of daily necessities. The idea first
came into being under the planning of Firoz Uddin Ahmed, former territory manager of Uniliver
Bangladesh who was a student of Dept. of BBA General in Bangladesh University of
Professionals. He was later joined by four more friends of him who polished the idea in various
technical and conceptual dimensions. Right now, the company is operating in Mirpur DOHS and
Bashundhara Residential Area with a vision to provide super-fast delivery to its customers. The
mission of this company is, “To the smartphone users of Bangladesh who want a hassle-free buying
experience, Shopway provides door to door delivery of daily groceries through a user friendly app
at affordable prices.”

Marketing Plan of Shopway

SWOT Analysis:
Strengths:

• Fastest delivery,
• Good relationship with suppliers,
• Lower investment due to having no inventory
Opportunities:

• Everyday number of internet users is increasing in a rapid way,

• Generating tertiary & consumer level consumption data,
• Activating idle housewives to increase nation’s GDP

Weakness:

• Initial low margin,

• Lack of control over inventory & product availability
• Less trust worthiness because of the visual representation of product

Threats:

• Big players entering the market and destroy it with irrational promotions.

2|P ag e
Market Segmentation

Geographic Segmentation
Initially, the segmentation base for their target market area will be whole Dhaka city. They will
gradually expand their operations to Chattogram which is in phase 2 and Sylhet which is in phase
3. Then, in the long-term geographic segmentation they will continue to expand to other divisional
cities of Bangladesh and internationally in Myanmar.
Demographic Segmentation

The demographic segmentation of Shopway will consists of all genders ranging from the age of
18-44 and who have monthly incomes of 15000+. Such a broad age range has been selected
because grocery is a daily necessity for all ages.
Psychographic Segmentation

The psychographic segmentation of Shopway will consist of people who are:

• Tech savvy
• Wants to avoid hassles
• Values quality
• Wants quick response

Behavioral Segmentation

The behavioral segmentation will be:

• LSM (Living Standard Measure): 6+ (According to SAARF),

• Currently using Chaldal and other E-commerce platform,
• Customers who value convenience over price.

Target Market
Based on the segmentation bases above their target market is the smartphone users of the age of
18-44 living urban areas of Upper middle and Upper class and also bachelor students who want
hassle free door to door delivery of their groceries.
Beside these, there are many people who forget to buy an ingredient on their way home, highly
encouraged by the promo codes, think wet market is a nasty place to visit.

3|P ag e
Pilot Launch-Mirpur DOHS
The purpose was to create early adopters who would be their Opinion Leaders. There may still be
some flaws in the product so access was given to their peer group only so that we can get
constructive feedback and by the end of the testing period positive Word of Mouth is generated
ahead of the launch.
Modality:

Number of Pilot Users: 200, Current Number of D.M: 6

Targeted Delivery Per Day – 50, Maximum Delivery possible – (6 DM*11 Deliveries = 66 orders)

Promotion:
Pilot users got 50 tk discount for next 5 orders

The pilot users referred their peer group and the highest referrers got lucrative gift.

Touchpoints
• Facebook, Instagram, YouTube (11 AM – 4 PM, 8 PM – 1 AM)
• Educational Institute Campuses
• Shopping Malls
• Food courts
• Mosques
• Office premises
• Parking spaces
• Retail outlets
• Wet marketplace

4|P ag e
Business Model

Competitor Analysis
They have divided their competitors in two broad groups. Their strategy with the direct competitors
is to use competitive pricing and better customer experience. For indirect competitors, they use
differentiation strategy to position Shopway as the better alternative.

Direct competitors

• Chaldal.com
• Daraz Grocery
• Ghore Bazar

Indirect competitors

• Uber Eats
• Pathao Food
• Foodmart
• Shohoz Food

Tractions till Date

✓ Services Available at Mirpur DOHS & Bashundhara Residential Area till now.
✓ More than 600 registered users
✓ More than 1200 orders received
✓ More than BDT 300,000 total deliverable value.

5|P ag e
 Findings
According to the research of mine, Shopway is now mainly focusing to get more investors and on
expansion of their business. They are not highly focusing on their marketing activities. They are
only doing BTL activities through their social media page and their website is not also well
developed and well decorated. They do not have any kind of ATL or TTL activities. But recently,
they got a funding from GP ACCELERATOR.

Recommendations
Marketing is the base of any business. Without marketing, without informing the public that what
you are doing is useless. So, my recommendation is they should focus more on their marketing
activities. Because, focusing more on marketing activities will bring more customers which will
lead to profit and business expansion as they are working on an excellent innovative idea.

Conclusion
The main motive of Shopway is great. In a very short period, they have got a lot of good attention.
But their marketing activities should be more strong. The more people will know, the more the
sale will increase. Maximum retail stores in our country are not in online. As they are doing
something for them, so, it should happen in a very good way.

References
1. Kotler, Philip: Marketing Management: Prentice Hall: United States of America, 2007
2. Interview of Firoz Uddin Ahmed, on the marketing plan of Shopway, 3rd November, 2019,
Dhaka
3. To Buy FMCG Online, https://www.nielsen.com/bd/en/insights/article/2018/investments-
in-technology-and-infrastructure-can-lead-consumers-to-buy-fmcg-online/, accessed on
4th November, 2019, Dhaka
4. British Indian Empire, The Sales of Goods Act, Kolkata, 1930
5. Bangladesh Parliament, The Customer Rights Protection Act, Dhaka, 2009
6. Bangladesh parliament, The Company Act, Dhaka, 1994

6|P ag e