ACKNOWLEDGEMENT In the name of Almighty ALLAH who has created the whole world. We would like to express our

greatfulness to the Almighty for the blessing in this presentation.

To make presentation a successful one was not an easy task, in fact it was a challenge for us. We are greatful to all,who contributed in different ways for making our presentation.

At first we would like to pay special thanks to the COL for providing the prestigious CEMBA/CEMPA programme;also the executive governing board members of the COL; specially Prof.Dr.M.A. Mannan, honorable Vice-Chencellor of BOU; Prof.Dr. A.T.M. Tofazzel Hossain,Dean – School of Business,BOU and Prof.Dr.Qazi Mohammad Galib Ahsan for giving us the chance for getting admitted to CEMBA/CEMPA programme.

We would like to give thanks to our honorable teacher co-ordinator (Marketing) of CEMBA/CEMPA programme Mr.Md.Tarikul Islam for giving us the chance to do the presentation work and also for his valuable supervision and guidance.

Thanks to all the teachers that we cannot mention and all the staffs of CEMBA/CEMPA programme.

Finally we would like to give thanks to our beloved parents and family members for their sacrifice, continuous support and encouragement.

Md.Golam kibria-73 Syed Atiar Rahman-74Md.Anowar Zahid-76 Md.Mohiuddin Shohag-77Mohammad Mozammel Huq-79

GOOD MORNING &

WARM WELCOME TO

ALL OF YOU TO OUR PRESENTATION

PRESENTATION TOPIC

CASE STUDY OF

ASSIGNMENT THREE

“CUCINA PASTAOF

LEITRIM FOOD’’

COMPANY OVERVIEW

LEITRIM FOOD IS THE ONLY IRISH MANUFACTURER OF FRESH PASTA THAT IS SOLD UNDER THE BRAND NAME

‘’CUCINA PASTS’’.DESPITE BEING A VERY SMALL COMPANY,THE FOUNDER DECIDED TO ADOPT A

BRANDING STRATEGY RATHER THAN SUPPLY OWN-LABEL.THE LACK OF COMPETITORS IN THE MARKET ENABLED THE FOUNDER,KIERAN O’DONOHOE TO

ENTER A NICHE MARKET AND BUILD A BRAND LITTLE OR NO ADVERTISING……….

OUR PRESENTATION AT A GLANCE

ATTRIBUTE LEITRIM FOOD’S INITIAL SUCCESSPERFORMED A SWOT ANALYSIS

FORCAST ON LEITRIM FOOD’S FUTURE

LEITRIM FOOD’S INITIAL SUCCESS

ONLY MANUFACTURER OF FRESH PASTA FOR IRISH MARKTELACK OF COMPETITOR, ‘DOLMIO’ IS THE ONLY SUPPLIERLEITRIM FOOD’S MARKETING STRATEGYO’DONOHOE’S EXPERIENCE OVER THE PRODUCTNO LOGISTIC PROBLEM

MARKETING STRATEGY

  TARGET CONSUMER   (MARKETING SEGMENT)

   MARKETING RESEARCH

PRICING1.PROFIT MARGIN

2.SALES AT DIFFERENT PRICES

3.THE RIGHT PRICE

PROMOTION1.ADVERTISING

2.SALES FOR CESELLING

3.SALES PROMOTION

PHYSICAL DISTRIBUTION1.SELECTION OF DISTRIBUTION CHANNELS

2.LOGISTICS OF DISTRIBUTION

(WAREHOUSING,INSURANCE,TRANSPORTATION)

PRODUCT PLANNING1.INTRODUCTION OF NEW             PRODUCT

2.IMPROVEMENT OF EXISTING PRODUCT

3.ELIMINATION OF MARGINAL OR NON-PROFITABLE PRODUCTS

4.PACKAGING

5.BRANDING

  FIGURE: MARKETING-A BIRD’S EYE VIEW

SOURCE:   MARKETING MANAGEMENT ; PAGE NO. 8

TARGET CONSUMER

TARGET CONSUMER(SEGMENTATION)

UNWILLING,NOT ABLE TO PREPARE FOODMAINLY COMPRISED OF YOUNGAFFLUENT PROFESIONAL WITH BUSY LIFE STYLE,WELL-TRAVELLED & EAT ALONE

STAGE IN FAMILY LIFE CYCLE

BUYING OR BEHAVIOR PATTERN

SINGLE STAGEYOUNG,UNMARRIED PEOPLE LIVING AWAY FROM HOME

FEW FINANCIAL BURDENS,SPEND ON RENT,FOOD,VERY BASIC KITCHEN EQUIPMENT AND FURNITURE,RECREATION AND LEISURE TIME ACCOSSORIES SUCH AS STERIO SYSTEM

YOUNG NEWLY MARRIED:NO CHILDERN

BETTER OF FINANCIALLY THAN THEY WILL BE IN NEAR FUTURE,WIFE IS USUALLY WORKING.HIGHEST PURCHASE RATE.SPEND ON FURNITURE,DURABLES SUCH AS REFRIGERATOGS.GAS STOVES,VACATIONS.

FULL NEST I:YOUNGEST CHILD UNDER 6

SPEND MAXIMUM ON HOME PURCHASE.INTERESTED IN NEW PRODUCTS AND INFLUENCED BY ADVERTISING.BUY TV,BABY FOODS,COUFE MEDICINE,TOYS.

FULL NEST II:YOUNGEST CHILD OVER 6

SOME WIVES RETURN TO WORK.BETTER FINANCIAL POSITION,LESS INFLUENCED BY ADVERTISING.BUY LARGE SIZED PACKAGES,VARIOUS KINDS OF FOODS,BICYCLE,EDUCATION,HOUSE PURCHASING

………SO ON

SOURCE:  MARKETING MANAGEMENT ; PAGE NO. 142

MARKETING MIX

MARKETINGMIX

PRODUCT

PRICE

PROMOTION

PLACE

BRAND NAME•LEITRIM FOOD'S ARE USING THE BRAND NAME ''CUCINA PASTA'' THAT HAVE  THE IMPRESSION OF ITALIAN FLAVOUR

PACKAGING•THE PRODUCT IS VACUUM-PACKED FOR FRESHNESS•THE PACKAGE WAS VIBRANT AND COLOURFUL WITH YELLOW,GREEN AND SCARLET•THE COLOURS OF  ITALIAN FLAG IS INCORPORATED CLEVERLY

SERVICE•OFFERED TWO HOME MADE SAUCES PALERMO AND POMODORO

PRODUCT

PRODUCT VARIETY•SEVEN PASTA WITH THREE TAGLITTELESFEATURES•MADE  FROM NATUREL INGREADIENTS•ITS  SOFT,MOIST AND EASY TO COOK•SHELF LIFE IS 21 TO 28 DAY’S

QUALITY•HIGH QUALITY WITH THE PROPERTY OF ATTRACTIVENESS,IMPRESSION OF FRESHNESS AND THE ASSORTMENT

PRICE

PROMOTION

PROMOTION MIX

ADVERTISING

SALES PROMOTION

PERSONAL 

SELLING

PUBLIC RELATIO

N

PLACE

IN STORE TESTINGPRODUCT PRESENTATIONWORD-TO-MOUTH ADVERTISING

MULTI STORES……

QUINNSWORTH

TESCO

SUPERQUINN ROCHES

SUPER VALUE SPAR

L&N PETITTS

MACE LONDIS

SWOT ANALYSIS

Some people claim that Humphrey devised the SWOT analysis technique while working for 

the Stanford Research Institute, now known as SRI International.A SWOT analysis, with its four elements 

in a 2×2 matrix.

ALBERT S. HUMPHREY

EXTERNAL FACTORS – THE OPPORTUNITIES AND THREATSPRESENTED BY THE ENVIRONMENT EXTERNAL TO THE ORGANIZATION

OPPORTUNITIESLACK OF COMPETITORPRODUCTS HIGH QUALITY WILL FACILITATES CUSTOMRES ATTRACTIONFINDING A COST-EFFECTIVE WAY THEY COULD GIVE A LITTLE SOMETHING BACK TO THE CUSTOMERCOULD SPONSOR MORE TOWN EVENTSCOULD INTRODUCE NEW LINES OF PRODUCTS ON REGUULAR BASISCOULD MAKE AN IMPRESSION LIKE PASTA MEANS ‘’CUCINA PASTA’’OPPORTUNITIES OF EXPORT TO UK & USA

THREATSTESCO A BIG COMPETITOR ENTERED PASTA MARKETPEOPLES DESIRE FOR SAVING MONEYGOVERNMENTS REGULATIONS ON FOOD ITEMECONOMIC SITUATIONTESCO’S BIG RANGE & COMPETATIVE PRICEDOLMIO’S NEXT STRATEGY

SWOT MEANINGSTRENGHT•CHARACTERISTICS OF THE BUSINESS OR PROJECT THAT GIVE IT AN ADVANTAGE OVER OTHERS.

WEAKNESSES•WEAKNESSES CHARACTERISTICS THAT PLACE THE BUSINESS OR PROJECT AT A DISADVANTAGE RELATIVE TO OTHERS

OPPORTUNITIES•OPPORTUNITIESELEMENTS THAT THE PROJECT COULD EXPLOIT TO ITS ADVANTAGE

THREATS• ELEMENTS IN THE ENVIRONMENT THAT COULD CAUSE TROUBLE FOR THE BUSINESS OR PROJECT

WHEN TO USE SWOT AND ITS USEFULNESS

WHEN TO USE SWOTTHE USE OF A SWOT ANALYSIS BY A COMMUNITY ORGANIZATION ARE AS FOLLOWS:  TO ORGANIZE INFORMATION, PROVIDE INSIGHT INTO BARRIERS THAT MAY BE PRESENT WHILE ENGAGING INSOCIAL CHANGE PROCESSES, AND IDENTIFY STRENGTHS AVAILABLE THAT CAN BE ACTIVATED TO COUNTERACT THESE BARRIERS.

A SWOT ANALYSIS CAN BE USED TO:

EXPLORE NEW SOLUTIONS TO PROBLEMS IDENTIFY BARRIERS THAT WILL LIMIT GOALS/OBJECTIVES DECIDE ON DIRECTION THAT WILL BE MOST EFFECTIVE REVEAL POSSIBILITIES AND LIMITATIONS FOR CHANGETO REVISE PLANS TO BEST NAVIGATE SYSTEMS, COMMUNITIES, AND ORGANIZATIONSAS A BRAINSTORMING AND RECORDING DEVICE AS A MEANS OF COMMUNICATIONTO ENHANCE “CREDIBILITY OF INTERPRETATION” TO BE UTILIZED IN PRESENTATION TO LEADERS OR KEY SUPPORTERS.

     USEFULNESS OF SWOT

      The usefulness of SWOT analysis is not limited to  profit-seeking  organizations.  SWOT  analysis may  be  used  in  any  decision-making  situation when a desired end-state (objective) is defined. Examples  include:  non-profit  organizations, governmental  units,  and  individuals.  SWOT analysis may also be used in pre-crisis planning and  preventive  crisis  management.  SWOT analysis  may  also  be  used  in  creating  a recommendation  during  a  viability study/survey.

INTERNAL FACTORS – THE STRENGTHS AND WEAKNESSES INTERNAL TO THE ORGANIZATION

STRENGTHSONLY MANUFACTURERNO LOGISTIC PROBLEMSHELF LIFE IS 21 TO 28 DAY’S O’DONOHOE WAS A CHEFPRODUCT’S HIGH QUALITYPASTAS POPULARITYTHEIR TARGET CONSUMERMARKETING STRATEGY

WEAKNESSMAINLY RELIED ON CHAIN-STORENO OWN RETAIL SHOPPRODUCTS SHORT SHELF LIFEHIGH WASTAGE LEVELLACK OF FINANCE FOR ADVERTISEMENTLACK OF DISTRIBUTION CHANNEL

PROSPECT OF LEITRIM FOODS TO ESTIMATE THE FUTURE PROSPECT ,WE WORK ON 

SALES FORECASTING A PROPER FORECASTING FOSTER THE MARKETING TEAM TO TAKE PERFECT PLAN TO ATTAIN DESIRED SALESIT DEPENDS ON HISTORICAL DATA  RELATED WITH BEHAVIOR OF CUSTOMERS , COMPERATORS AND  MARKET ENVIRONMENT, INFORMATION GOT FROM SWOT ANALYSIS .IT CAN BE SHORT TERM OR LONG TERM , DEPENDS ON SALES PLANNINGAS LEITRIM FOODS DO BUSINEEESS WITH ONLY CHAIN SHOPS ,THEY CAN CONDUCT FORCASTING THROUGH SALESFORCE SURVEY, EXECUTIVE JUDGEMENT .FOR MORE ACCURACY , THEY CAN TRY TIME SERIES ANALYSIS FOR SHORT AND MEDIUM TERM FORECASTS, AND THE LIFE-CYCLE ANALYSISMETHOD FOR NEW PRODUCT’S GROWTH.THUS , ESTIMATES OF THE DIFFERENT PRODUCT, PRODUCT LINES, CUSTOMER GROUPS OR GEOGRAPHICAL AREAS ARE THEN AGGREGATED AND REVIEWED IN THE LIGHT OF COMPANY’S OBJECTIVES, AVAILABLE RESOURCES AS WELL AS COMPETITORS ACTIVITIES WHILE FINALISING THE FORECASTS.

SALES FORECASTING 

MARKETING MIX STRATEGIES ON PLC

AS WE FOUND THAT LEITRIM FOOD’S MARKET SHARE OF THE FRESH PASTA (CUCINA PASTA)

AT 1997 WAS 40%.MEANS THEY ENTERED FROM GROWTH TO MATURITY STAGE.

STAGE IN LIFE CYCLE PRODUCT PRICING PROMOTION DISTRIBUTION

INTRODUCTION OFFER A BASIC PRODUCT HIGHEST

CREATE AWARENESS  OF PRODUCT’S 

POTENTIAL,STIMULATE PRIMARY 

DEMAND

BUILD SELECTIVE DISTRIBUTION

GROWTHOFFER PRODUCT EXTENSIONS,SERVICE,WARRENTY

HIGH

SELECTIVE ADVERTISING OF BRANDHEAVY 

ADVERTISING TO CREATE IMAGE

BUILD INTENSIVE 

DISTRIBUTION

MATURITY DIVERSIFY BRAND AND MODELS MODERATE

BUILD AND MAINTAIN 

IMAGE.SALES PROMOTION FACILITATE

BUILD MORE INTENSIVE 

DISTRIBUTION

DECLINE PHASE OUT WEAK ITEM LOW

PRIMARY DEMAND MAY AGAIN BE CULTIVATED

GO SELECTIVE:PHAS

E OUT UNPROFITABLE 

OUTLETS

SOURCE:   PRINCIPLES OF MARKETING-KOTLER & ARMSTRONG AND MARKETING MANAGEMENT

HOW WILL FACILITATE SALES PROMOTIONSALES

PROMOTION MEANING OBJECTIVES

PRICE-OFF OFFERS

OFFERING PRODUCT AT LOWER THAN THE NORMAL 

PRICE

TO ENCOURAGE IMMEDIATE SALES,ATTARCT NON-USER,INDUCE NEW PRODUCT TRIAL,COUNTER 

COMPETATION….ETC

DISCOUNTS OTHER THAN NORMAL TRADE AND CASH DISCOUNTS

TO PUSH MORE SALES TO TRADE,EARLY CASH RECOVERY

TRADE ALLOWANCES

a)TRADE OR BUYING

ALLOWANCE

OEEFR OF PRICE REDUCTION ON OF PURCHASE OF 

SPECIFIED QUANTITY OF PRODUCT 

TO LOAD THE TRADE

b)BUY-BACK ALLOWANCE

OFFERS A CERTAIN SUM OF MONEY TO TRADE FOR EACH ADDITIONAL UNIT BOUGHT OVER AND ABOVE THE DEAL

TO ENCOURAGE TRADE CO-OPERATION AND STIMULATE 

PURCHASE

c)COUNT AND RECOUNT

ALLOWACNE

WHEN A SPECIFIC AMOUNT OF MONEY IS OFFERED AFTER ASCERTAINING THE NUMBER OF UNITS SOLD DURING A 

SPECIFIED PERIOD

TO MOVE STOCKS FASTER,REWARD ON SALE ONLY

MANY METHODS OF SALES PROMOTION ARE USED BY 

MARKETERS.LEITRIM FOOD’S MAY USE THE FOLLOWING:

SOURCE:    MARKETING MANAGEMENT ; PAGE NO. 279-280

PRODUCT DIVERSIFICATION

RELATED DIVERSIFICATION•STARTING MORE LINES OF PASTA

UNRELATED DIVERSIFICATION•STARTING NEW LINES OF NEW PRODUCTS , LIKE- PIZZA,CAKE ETC

AS THE OWNER OF THE FIRM HAS EXPERIENCE IN FLOUR IMPORT AND WAS A CHEF SO HE COULD INTRODUCT BOTH RELATED AND UNRELATED DIVERSIFICATION AS BELOW…

DISTRIBUTION

SOURCE:   MARKETING MANAGEMENT  ; PAGE NO. 302

RETAILERS

RETAILERS

WHOLESALERS

MANUFACTURER

PERSONAL SELLING

MAIL ORDER OWN RETAIL SHOPS

DEPARTMENTAL STORES AND OTHER RETAIL 

OUTLETS

  WHOLESALERS           AGENTS

CUSTOMER

INDIRECTDIRECT

--AFTER ALL WE CAN SAY --LETRIUM FOOD’S  HAS IT’S 

EVERY POSSIBILITYTO

MAKE THEMSELVES ASA 

LEADING FOOD INDUSTRYIN

IRISH MARKET

BEFORE ENDING

‘‘So it is said that if you know your enemies and know yourself, you can win a hundred battles without a single loss. If you only know yourself, but not your opponent, you may win or may lose. If you know neither yourself nor your enemy, you will always 

endanger yourself.’’

The Art of Warby

 Sun Tzu

THANKSTOALL