MARKETING PLAN

POTATO FOOD TRUCK

 Executive Summary
The Marketing plan is about establishing Salad Bar Food Truck business in Dhaka City by
offering healthy cuisines in an affordable price. The concept has been extended to additional
foods beyond salad and toppings. It will require 2 expertise with knowledge and experience in
cooking and customer service in order to run food truck. The food truck will operate in several
location by offering traditional recipes with the service of takeaway, online booking, booking of
food truck for personnel and organizational events. Nutritional aspect of the food will be
considered in order to make the food a perfect appetite. And, it will be characterized by quality,
flavor, and presentations. Our targeted customers will be food enthusiast. However, we are
aiming for middleclass people of age range from 20-40 years. Culinary scene is booming in
Dhaka city. Food culture are admired by locals, internationals and Authorities. Several
organization and event organizers are contributing in their own way. Furthermore, Salad Bar in
food truck is a new concept in Dhaka and it is gaining a hype. Food truck are in television, news
and magazine. The concept is supported and accepted by different authorities, event organizer
and people. Regulation for food truck are easier and getting better than before. Therefore, the
industry is growing and there are many food trucks these days. In order to be competitive,
aspects of taste and quality, customer service, ethnic cuisines, social media and marketing and
team work will be highly focused in our food truck. Our food truck will have some weakness.
So, the game plan is to observe and analyses competitors, participate in workshop and events,
collaborate with other firms, social media and marketing, gain and retain customers For
promotion we will be active and involved in social Medias, website, events, and advertising.
Guerrilla marketing, word of mouth, outlet design, paper and prints are other measures that will
be used. The truck will operate in lunch hour, evening hours and on weekends.

The required initial investment is 78555 €. Major expenditure is on equipped food truck which
will cost around 75000 €. Authors own investment will be 20000€ however remaining amount
has to be borrowed.

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 INDEX
Executive Summary.....................................................................................................................................ii

List of Figures..............................................................................................................................................v

List of Tables...............................................................................................................................................vi

Situation Analysis.......................................................................................................................................1

Market summary........................................................................................................................................1

Market Trend..............................................................................................................................................2

SWOT Analysis............................................................................................................................................3

Strength:.................................................................................................................................................3

Weaknesses:...........................................................................................................................................3

Opportunities:.........................................................................................................................................3

Threats:...................................................................................................................................................4

Competition................................................................................................................................................4

Threat of new entrant.............................................................................................................................4

Threat of substitute product..................................................................................................................4

Intensity of competitive rivalry..............................................................................................................4

Product Offering.........................................................................................................................................5

Keys to Success...........................................................................................................................................7

Critical Issues..............................................................................................................................................7

Salad Bar Daily & Weekly Purchase Worksheet.........................................................................................8

Marketing Strategy...................................................................................................................................11

Advertisement......................................................................................................................................11

Brand.....................................................................................................................................................11

Taste......................................................................................................................................................12

Marketing Objectives............................................................................................................................12

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 Positioning............................................................................................................................................12

Customer Service..................................................................................................................................12

Marketing Mix Strategies.........................................................................................................................13

Place......................................................................................................................................................13

Product..................................................................................................................................................13

Pricing....................................................................................................................................................13

Promotion.............................................................................................................................................13

Target Market.......................................................................................................................................13

Physical evidence......................................................................................................................................14

Financial Analysis......................................................................................................................................15

Initial investment..................................................................................................................................15

Variable cost.........................................................................................................................................15

Sales forecast........................................................................................................................................16

Break Even Analysis..................................................................................................................................16

Control......................................................................................................................................................17

Conclusion.................................................................................................................................................17

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 List of Figures

Figure 1: Ingredients of Salad......................................................................................................................7

Figure 2: Fruit and Vegetable lovers............................................................................................................8

Figure 3: Italian Pasta Salad......................................................................................................................11

Figure 4: Greek Salad................................................................................................................................11

Figure 5: Creamy Potato Salad..................................................................................................................12

Figure 6: Lunch Box...................................................................................................................................12

Figure 7: Food Truck..................................................................................................................................17

Figure 8: Blueprint of a Food Truck...........................................................................................................20

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 List of Tables

Table 1: Vegetables...................................................................................................................................14

Table 2: Fruits............................................................................................................................................15

Table 3: Meat/Meat Alternate..................................................................................................................15

Table 4: Grains..........................................................................................................................................16

Table 5: Dressings.....................................................................................................................................16

Table 6: Initial Investment.........................................................................................................................21

Table 7: Variable Cost...............................................................................................................................21

Table 8: Sales Forecast..............................................................................................................................22

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Situation Analysis

Salad lovers are continuing to increase, since the consumers are more educated and aware of the
available new food varieties and also have more disposable incomes. The rise in the monthly
income of the people and the demanding power of the consumers for the fruit and vegetable is
consider to be the major reason for the growth of the Dhaka is a highly competitive, complex and
rapidly developing market. Consumers are willing to pay a premium price for fruit and vegetable
based Salad foods, as they are viewed as being more nutritious and of a higher quality. Since
many Salad foods are new additions to the diet, significant promotional campaigns are needed to
educate consumers. Careful planning and consideration should be undertaken before entering the
market. Understanding the market and its preferences can make the difference between success
and failure. Customer preferences must be thoroughly examined and appreciated when
formulating an entry strategy. A key success factor in the market is to be attentive to local market
needs. Bangladeshi consumers are sensitive to issues of convenience, sanitation, flavor, nutrition,
and price.

Figure 1: Ingredients of Salad

Market summary

Salad based brands produced in Bangladesh have greater success. They are able to compete on
price, market awareness, and production costs. Price, taste, and branding are key elements to

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understanding the Bangladeshi consumer. Effective and adequate market research should be
performed to ensure an understanding of the market. Additional requirements may be needed to
ensure that the product reaches the consumer. These include the placement of the product on
shelves, packaging, and market timing.

Market Trend

Fruit and vegetable purchases are often made out of curiosity to try something new or as a gift to
relatives or friends. As a result, repeat sales are more difficult to achieve than the first. Price,
brand and quality remain the leading decision making factors.

Economic development in the fast-growing of Dhaka has led to the emergence of a burgeoning
middle class with increasing enthusiasm for fruit and vegetable consumer goods. Consumer
spending is strongest in densely populated urban markets in these regions and consequently these
areas have the most developed retail trade environments.

Figure 2: Fruit and Vegetable lovers

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SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company,
and describes the opportunities and threats facing The Toddler Warehouse.

Strength:
 High quality for all the products.
 As it is food truck we have very good opportunity to go close to our target
customer
 Professionalism in the business with experts in all departments.
 Excellent service is provided to the customers with good ambience, which will
make the customers to feel like the place for special occasions and real taste of
Salad.
 There is no real strong competition for Salad Bar truck in Bangladesh till now
 We have good opportunity to satisfy health conscious people as we are going to
offer Salad from different types of fruits and vegetables

Weaknesses:
 The raw material is very much limited
 We don't have strong brand image
 It will be tough to keep fruits and vegetables fresh for long time
 To develop powerful business network effective communication is required.
 Lack of awareness of the customer's expectation from Salad Bar truck.

Opportunities:
 Increasing sales opportunities beyond its target area.
 Continuing opportunities through strategic alliances for referrals and marketing
activities
 High demand for fruits and vegetables among the people of Dhaka

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  Health conscious people are increasing in Bangladesh who will increase the
business opportunity for the company

Threats:
 Competitor can easily copy it.
 As it is new idea which means more costs on marketing activities and a
comparatively longer time to become accepted.
 Current economic situation
 Competition and wide range of Substitutable products

Competition

Threat of new entrant

Threat of new entrant is high which lead to an unfavorable condition for any new venture
company. Even though potential new entrant will face problems like financial, cultural, tough
competition they will try to enter because the market is very attractive and huge and also has
bright future prospects.

Threat of substitute product

Substitutes or alternatives offered for Salad Bar is generally Beef, Chicken or Seafood etc. The
cost of the alternative products is almost similar to the fruits and vegetables yet the threat of
substitute is low because of the passion of the Salad lovers in Dhaka. From the research we
found Salad Lovers don't like to eat to other foods often but they do when they don't get fruits
and vegetables around them and yet in different occasion not with Salad time.

Intensity of competitive rivalry

The attractiveness and the market of the business will bring many competitors in to the business.
Salad Bar food truck is an evergreen business with strong competition in the market in every
season. We can see if the intensity of the competition is high we need to spend more money on
marketing and we cannot raise the price of the product too. This will decrease the profit margin.

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Product Offering

 Italian Pasta Salad

Figure 3: Italian Pasta Salad

Fresh Cucumber, Tomato, Pepperoni, Parmesan Cheese, Rotini Pasta served with Italian salad
dressing.

 Greek Salad

Figure 4: Greek Salad

Greek salad with plum tomato, cucumbers, red onion, bell pepper, olives, crumbled feta cheese,
with lemon and vinaigrette dressing.

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  Creamy Potato Salad

Figure 5: Creamy Potato Salad

Mix mayonnaise, vinegar, mustard, salt, pepper, potatoes, celery, onion, and toss with sprinkle
and paprika.

 Lunch Box

Figure 6: Lunch Box

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Our tasty and easy to make range of salads will have you spoilt for choice and have you covered
when looking to pack the lunch box.

Keys to Success

 Superior customer attention by offering fresh fruits and vegetables from Salad
Bar
 Unique product offerings
 Professionals will be employed in all departments i.e. we believe in Best Fit
Frame.
 Attractive Truck design with brand logo
 Observe and analyze competitors
 Participate in several workshop, events and festivals

Critical Issues

 It will be tough to keep fruits and vegetables fresh for long time
 Collection process is also difficult
 It will take time to prepare dish

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Salad Bar Daily & Weekly Purchase Worksheet

VEGETABLES
Servings Serving
Total Wastage
ITEM Planned Size Used (gm)
Purchase (gm) (gm)
(gm) (gm)
Beans, Black 500 30 470 20 23.50
Beans, Garbanzo 300 20 280 10 28.00
Beets, shred 500 30 470 15 31.33
Broccoli 500 50 450 20 22.50
Carrots 1000 150 850 30 28.33
Cauliflower 300 20 280 20 14.00
Celery 600 30 570 10 57.00
Cherry Tomatoes 1000 100 900 10 90.00
Corn 1500 100 1400 20 70.00
Cucumbers 2000 200 1800 50 36.00
Hummus 400 100 300 10 30.00
Peas 500 30 470 20 23.50
Peppers, green/red 300 10 290 10 29.00
Red Beans 300 30 270 15 18.00
Kidney Beans 700 40 660 15 44.00
Lettuce 3000 300 2700 50 54.00
Onions, chopped 1500 100 1400 20 70.00
Broccoli, chopped 600 60 540 20 27.00
Cabbage, shredded 700 150 550 20 27.50
Cauliflower, florets 800 140 660 30 22.00
Spinach, raw 1000 100 900 20 45.00
Tomatoes, chopped 1000 30 470 30 23.50

Table 1: Vegetables

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 Fruits
Servings
Total Purchase Wastage Planned
Serving
ITEM Used (gm)
(gm) (gm) (gm) Size (gm)
Apple 2000 100 1900 150 12.67
Banana 1500 300 1200 150 8.00
Grapes 2000 100 1900 150 12.67
Orange 2000 250 1750 150 11.67
Watermelon 2000 300 1700 150 11.33
Papaya 2000 200 1800 150 12.00

Table 2: Fruits

Meat/Meat Alternate
Servings
Total Wastag Serving
ITEM Planned Used (gm)
Purchase (gm) e (gm) Size (gm)
(gm)
Cheese, feta 500 20 480 30 16.00
Cheese, grated 500 20 480 30 16.00
Cheese, string 300 20 280 30 9.33
Cottage Cheese 300 20 280 30 9.33
Egg, chopped 1000 50 950 100 9.50
Fish, cub 1000 150 850 100 8.50
Peanut Butter 300 10 290 30 9.67
Peanut Granules 200 10 190 10 19.00
Tuna Fish Can 500 10 490 50 9.80
Chicken Cub 1000 100 900 100 9.00
Yogurt 1000 20 980 50 19.60

Table 3: Meat/Meat Alternate

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 Grains
Servings
Total Purchase Wastage Planned
Serving
ITEM Used (Pcs)
(Pcs) (Pcs) (Pcs) Size (Pcs)
Bread, sliced, whole
24 2 22 2 11.00
wheat
Bread sticks 24 2 22 2 11.00
Crackers 24 2 22 5 4.40
Croutons 24 2 22 5 4.40

Table 4: Grains

Dressings
Servings
Total Purchase Wastage Planned
Serving
ITEM Used (gm)
(gm) (gm) (gm) Size (gm)
Ranch 500 20 480 30 16.00
Lite Ranch 500 20 480 30 16.00
FF French 500 20 480 30 16.00
Balsamic 500 20 480 30 16.00
1000 Island 500 20 480 30 16.00
Blue Cheese 500 20 480 30 16.00

Table 5: Dressings

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Marketing Strategy

Advertisement
Advertisement increasingly affects consumers and their decision-making habits (Best 2004). As
a result, Salad Bar companies which have less brand image among people need to invest
significantly large sums of money in developing marketing and advertising campaigns. At
advertisement we will mainly focus on our unique feature. For example the opportunity to
choose a wide variety of nutritious from different types of fruits and vegetables whatever that
want to eat.

Brand
Developing and marketing a brand is increasingly important. Establishing a recognizable brand
will make the difference between success and failure. Branding is a relatively new concept in
Bangladesh retail sector. Prior to the 1980s, no real brands existed. Today, brand names have
become one of the top decision making factors influencing consumer-purchasing decisions.
Recognizing the importance, Bangladeshi producers have also jumped into the game and are
building effective brand names for their products. Premium branding will assist in ensuring
repeat purchases of the product.

Figure 7: Food Truck

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Taste
Creating products that target the mess customer taste is a key to success. Market research is
required to determine and match local consumer preferences. For example, a leading brand's
plain potato chip has a small amount of sugar in the ingredients. Popular chip brands include
seaweed, shrimp, roasted pork or curry, whereas in Europe, they are ketchup and sour cream and
onion. Another example is the popularity of Aloe-Vera yoghurt on the market. The Singaporeans
eat Aloe-Vera in a variety of dishes, and believe in its health benefits. Though not necessary,
products catering to local tastes have enjoyed greater success.

Marketing Objectives
Marketing objective is framed in order to improve the sales performance of the Salad Bar truck.
The objective should be clear and it should be measurable with limited time frame. The
marketing Objective of Potato Food Truck is increase the awareness of product offerings of
Potato Food Truck among the target audience for about 40 % in one year. Reaching people and
inform the uniqueness of our Salad Bar truck

Positioning
Potato Food Truck will position themselves to cater the middle class upper middle class people
where the people have the ability to spend. To position them in this arena apart from the quality
of food they need to concentrate on Atmosphere of the Salad Bar truck and the customer service
is very important.

Customer Service
 The company sees a direct link between customer satisfaction and customer
loyalty.
 The company believes that employee satisfaction leads to customer satisfaction
 Employees are trained to connect with customers and focus on "customer
intimacy". Showing commitment with the society and the environment

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Marketing Mix Strategies

Place
As it is a Salad Bar truck, we have very good opportunity to go close to our target customer. We
think that will give competitive advantage at the case of selling our dishes. As our competitor
restaurant cannot go close to customer.

Product
The best-selling salad in Dhaka are Cashew Nut Salad, Tuna Pasta Salad, Green Salad, Caesar
Salad and Portuguese Salad common in all salad restaurants. Additional we are introducing our
new unique product called Creamy Potato Salad which is a best-selling Salad in Philippines. In
addition to the salads we are introducing the beverage culture in to our food truck where the
customer can enjoy hot or soft drinks before and after meals which will allow the customer to
enjoy and spend time in the outdoor setting.

Pricing
Even though people from Bangladesh are wealthier they are very much concerned about the
price of the product. But from the research we found, for the quality new products Bangladeshi
welcome very well and they don't bother about the price. We fix the minimum price of 150tk per
person for a set menu and a competitive price for the A-la-carte Menu.

Promotion
As an opening week for Potato Food Truck, we have a plan of few promotions for the customers.
Buy one and get one on the opening day and from the second day we are going to offer special
gifts for the set menu ordered customers.

Target Market
Nowadays in Bangladesh, middle class consumption capacity has been the main force. It is
leading the Bangladeshi market trend. The middle class has a better educational background than
high/low income groups. Though the quantity of middle class consumption is not the highest, but
as to consumption class, value and quality, it is a leader. This means the middle class

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consumption is driving market progress and development. So we are going to target middle class
and upper class. Their age about 20 to 40.

Physical evidence

Figure 8: Blueprint of a Food Truck

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Financial Analysis

Initial investment
According to the calculation the initial investment to run Potato Food Truck business is
1,985,000tk. There are many expenditure overheads but the biggest expenditure is in food truck
equipped with required kitchen machineries, furniture and equipment.

SL. Expenditure Requirements Req Qty Amount (tk)

1 Food Truck 1 1,700,000
2 Kitchen tools and Equipment`s 1 120,000
3 Furniture ( Chairs, Benches and Tables) 1 50,000
4 Signage & Interior Decoration 1 20,000
5 Laptop 1 40,000
6 Printer 1 5,000
7 POS System Software 1 10,000
8 Average Salary per month 40,000
Required Initial Investment 1,985,000
Table 6: Initial Investment

Variable cost

SL. Expenditure Details Amount (tk)

1 Marketing Expenses 40,000
2 Raw materials required for Cooking 50,000
3 Distribution, delivery and Transport charges 20,000
4 Other miscellaneous expenses 15,000
Total 125,000
Table 7: Variable Cost

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Sales forecast

Average Monthly
Amount 12 Months
Menu Price (tk) Daily Sales
(tk)
Sales (26
Sales (tk)
(Unit) days) (tk)
Chicken Broccoli Salad 105 5 525 13,650 163,800
Chicken Pasta Salad 125 7 875 22,750 273,000
Creamy Cauliflower Egg Salad 135 4 540 14,040 168,480
Greek Salad 95 5 475 12,350 148,200
Italian Pasta Salad 135 6 810 21,060 252,720
Fruit Pasta Salad 145 5 725 18,850 226,200
Creamy Potato Salad 100 5 500 13,000 156,000
Apple Salad 125 4 500 13,000 156,000
Strawberry Salad 135 3 405 10,530 126,360
Chicken Avocado Salad 135 4 540 14,040 168,480
Russian Salad 130 3 390 10,140 121,680
Tuna Pasta Salad 120 5 600 15,600 187,200
Garlic Shrimp Caesar Salad 155 5 775 20,150 241,800
Salad Lunch Box 1 95 10 950 24,700 296,400
Salad Lunch Box 2 120 7 840 21,840 262,080
Total 9450 245,700 2,948,400
Table 8: Sales Forecast

Break Even Analysis

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Control

No financial budgeting can be successful exclusive of having an efficient and capable system of
control. Budgeting is entirely related with control. The exercise of control in the organization
with the help of budgets is known as budgetary control. The process of budgetary control
includes:
 Preparation of various budgets.
 Continuous comparison of actual performance with budgetary performance.
 Revision of budgets in the light of changed circumstances.
A structure of budgetary control should not be stiff. It should need to have enough degree of
flexibility to provide for personage idea and impel. Budgetary control is an important device for
making the organization more efficient on all fronts. It is an important tool for controlling costs
and achieving the overall objectives.

Conclusion

The importance of marketing plan can be tasted only after the success of the business. From the
analysis we studied the market and we have identified the issues which hinders the success. From
the solution we provided in term marketing plan, we will have a strong effect in the Dhaka
market. We have strong believed that we will have successful business in future.

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