Marketing plan

ON

‘Carrot chips’

(A product of Bombay Sweets Bangladesh Ltd)

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A Report

ON

‘Apple chips’

Prepared by

Dipock Mondal+8801916286988

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Table of Contents

Serial No. Subject Page

Executive Summary I

Acknowledgement II

Introduction 1

Current Situation (Macro & Micro Environment)

1

Market Summary 2

Target Market, Target Market Segment

2-3

Market Needs 3

SWOT Analysis 4

Competition 5

Marketing Strategy 5

Positioning 5

Marketing Mix Strategy: PRODUCT

6

Marketing Mix Strategy: PRICE 6

Marketing Mix Strategy: PLACE 6

Marketing Mix Strategy: PROMOTION

7

Marketing Research: 8

Financial Projections 8

Expenses Forecast: 8

Sales Forecast: 9

Break-even Analysis: 10

Implementation Control 10

Conclusion 11

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Executive Summary

.Nestlé Bangladesh Limited started its first commercial production in Bangladesh in 1994. In1998. Nestlé S.A. took over the remaining 40% share from our local partner when Nestlé Bangladesh became a fully owned subsidiary of Nestlé S.A.

Nestlé Bangladesh's vision is to be recognized as the most successful food and drink company in Bangladesh, generating sustainable, profitable growth and continuously improving results to the benefit of shareholders and employees. Our factory is situated at Sripur, 55 km north of Dhaka; the factory produces instant noodles, cereals and repacks milks, soups, beverages and infant nutrition products. Today Nestlé Bangladesh Ltd. is a strongly positioned organization. The company will continue to grow through our policy of constant innovation and renovation, concentrating on our core competencies and our commitment to high quality, with the aim of providing the best quality food to the people of Bangladesh.

The company wants to launch a new type of chips in the market. It is totally different from the traditional chips. It is a high quality chips which will be harmless. In that product, there will have some special ingredients which will provide nutrition and which will be work as digester. So definitely, that product will be an exclusive product in the market. The target market of that product will be those who think that chips are harmful for health; those who have digesting problems; and the current users of the chips. Our chips will provide some exceptional tastes which will provide great pleasure. The chips will be sugarless so it will not be harmful for teeth. There will no chemical color in this chip. This is mainly a natural product which has no bad side effect.

After analyzing the market demand I have seen that there is a demand in the market for this kind of product. And after SWOT analysis I have seen that the company has a great opportunity to enter in this business. Otherwise, there are a few risk involved this business. The product will be a very new product and there is chance of rejection by the market. The competition will also high. And if we succeed any large company can easily enter this market. Considering all the possible threats I can suggest the company that it will be profitable to enter this business because there are some positive sides of the product and the company is also strong. After estimating the cost and sales I can say that it will be profitable. So the higher authority should consider this marketing plan.

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ACKNOWLEDGEMENT

Thank you my course instructor Jannatul Mawa Nupur give me topic “Marketing plan of

one products” and start us to research this topic and assure me that he will help me

interested. Then we start this research and observe many unknown and sensitive subject.

We are very glad that in spite of many limitations we have completed the Assignment

successfully. At the time of preparing this Assignment, we received cordial and sincere

assistance from many concerns First of all we want to thank the immeasurable grace and

profound kindness of Almighty Allah, the supreme authority of the universe. Then we

would like to thank to assign this type of work. At last but not least we would like to

thank, Name Head Department of Business Administration; Northern University of

Bangladesh, who inspire doing such kinds of work. And lots of cordiality to all our group

members for their kind consideration.

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INTRODUCTION

1.1. Origin of the reportThis report originates to fulfill the requirement of studying Marketing Management, which is the course of BBA Program of Northern University Bangladesh. The topic of the report is “Marketing Plan.”

1.2. Scope of the reportThe company is very organized and resourceful organization. Its annual reports, publication, documents and websites are very much rich for data collection.

1.3. PurposeThe purpose of the report is to develop our skills in marketing activities and to elaborate our knowledge.

1.4. LimitationsTo prepare this report we have faced a lot of problems such as unavailability of lab, electricity problem, unavailability of related books, lack of time, unavailability of information in net etc.

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Current Market Analysis

Economy: Bangladesh is a developing country. though the economic condition of this country is not so good, The economy is turning from agricultural sector to and industry sectors. So the future of any industry like chips in this country is very bright.

Government:The govt. is also attentive about the industry sector and sencourages and helps to establish new businesses.

Legal: The govt. regulations or the legal condition of Bangladesh is also not a big obstacle at starting new business or to launch new product. But in terms of introducing new consumer product, a company must obtain the approval of BSTI (Bangladesh Standard & Testing Institute). So to launch a new chips the company must obtain BSTI approval.

Technology: The technological environment of Bangladesh is not developed. So, new and advanced technology and machinery have to be imported from the abroad to produce qualified chips.

Socio-cultural: From the socio-cultural point of view, there is no barrier for chips. The chips have a good acceptance in Bangladesh. But many people are aware about its bad effect. They know that chips are harmful for health and there is a strong idea about this in mind of the people.

Customers: Bangladesh is an over populated country. It has a large amount of population. And many of them are fond of chips. So there is vast market for the chips industry. But some people are disinterested about the chips. So the people have also some negative ideas about the product.

Competitors : The chips industry in Bangladesh is not small. There are a lot of chips producers. Some of them are national and some of them are local suppliers. Some companies also export their chips. In our country many foreign brands are also available. They are comparatively costly also. So the consumers’ taste and demand are changing from low quality chips to high quality chips. Now the chips industry of Bangladesh is very competitive.

Suppliers: Bangladesh has a lot of resources. Even then many items of the chips especially chemical ingredients have to be imported from abroad. So the supply of raw materials from local and foreign sources is very important in producing the chips and its good management can be a competitive advantage.

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Marketing Intermediaries : As the various branded chips are available all over the country, many intermediaries are now involved in this business. So using the present intermediaries any company can reach their chips easily to its target market.

MARKET SUMMARY

According to my market survey, the market has a demand of this kind of product. At present, a lot of chips are available in the market. And there are some kinds of Vitamin-C tablet and a very few breath refreshing tablets are available in the market. But there is an idea in the market that chips are very harmful for the teeth. So a lot of conscious people do not take chocolate or chips and many parents do no feel comfort to give this to their children. So people have a latent demand of harmless chips.

I have collected good information about the market and I have personally gathered a great idea about the common attributes of our potential customers. Nestlé Bangladesh Ltd. will leverage this information to better understand who will be served, their specific needs, and how the company can better communicate with them.

Target Market

The children of the country The current users of the chips.

Target Market Segments

Bombay Sweets Bangladesh Ltd. has segmented its market on the basis of following categories:.

Geographic:

For the urban and sub urban and rural areas citizen of all over the country.

Especially for the convenient transportation areas.

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Demographic:

Children generally under teen-age. Young generation generally under age range 13-25. Educated people and conscious parents.

Psychographic:

The lower middle class, middle class, and upper middle class. The conscious people.

Behavioral Factor

Those who have negative idea about the traditional chips. Those who seek good quality. The non-users and regular users of the chips. Those who are aware about the bad effect of the traditional chips.

SWOT ANALYSIS

The overall evaluation of a company’s strengths, weaknesses, opportunities and threats is called SWOT analysis. SWOT analysis helps explore the areas of possible changes in marketing activities. A brief discussion of Bombay sweets Bangladesh Ltd internal and external environment is as follows:

Internal environment analysis:

The strengths and weaknesses of Bombay Sweets Bangladesh Ltd “Carrot chips” are summarized below:

Strengths:

Expert and experienced management High quality product offerings that will exceed the competitors’

price, quality and services. Maintain strong delivery schedule. Strong financial support. Company has strong manpower. Bombay sweets Bangladesh Ltd has a great company reputation Customer loyalty of the company Availability of capital Use of modern technology Financial stability

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Product has the brand personality.

Weaknesses: “Carrot sweets” is a new product of the company. Nestlé Bangladesh Ltd has many kind of product. But for this new

type of product, distribution and promotion will have to be taken. As it is a new flavor product, it will be difficult to manage

customers for the company. Lack of proper knowledge about the market and the demand.

External environment analysis:

The major opportunities and threats of “Carrot chips” are given below:

Opportunities:

There is a demand for this kind of product. Company has good image in the market. There are no existing chips like CARROT Chips Good and initiative employees. Mature retail market in Bangladesh. Developed communication channel. Company has a lot of vehicles to deliver the product.

Threats:

The present chips manufacturers are also strong competitors. As it is a new product, there is a chance of rejection by the

market. It may fail to fulfill the expectations of the customers. Foreign chips company. High cost of the raw materials. Political environment of the country.

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Competition:

The main competing brands are as follows:

o In terms of chips, major competitors are Pran, Meridian chips and Indian lay’s chips, Ruchi chips etc.

MARKETING STRATEGYBombay sweets Bangladesh Ltd will decide to market carrot chips all over the country especially in the urban and sub urban areas.Customers will be communicated through advertisements such as TV ads, newspaper ads, internet and other media such as radio.

Mission:

•To provide highest-quality chips.

Objectives:

Marketing objectives: To maintain positive, steady growth each month. To increase new customers who don’t buy chips. To attract current customers of the present chips. Generate brand equity in the market so that in future no

company can take the market by producing same product. Create loyal customers.

.

Financial Objectives:

Gain new sets of customers within 4 months that worth for Tk.

50,00,000

In the year-end TK. 1,00,00,000

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Positioning:

Bombay Bangladesh Ltd will position “Carrot chips” as: Harmless chips, affordable price, convenience to distribute the products, higher quality.

Marketing Mix Strategy: PRODUCT

Nutrition Facts  

Amount Per 1 cup Calories 128.82

Calories from Fat 54.58  

% Daily Value *

Total Fat 6.06g 9%

    Saturated Fat 0.442g 2%

    Polyunsaturated Fat 1.79g  

    Monounsaturated Fat 3.5g  

Cholesterol 0mg 0%

Sodium 27.36mg 1%

Potassium 127.09mg 4%

Total Carbohydrate 20.64g 7%

    Dietary Fiber 2.74g 11%

Protein 0.291g 1%

Alcohol 0g    

Vitamin A 0 %     Vitamin C 1 %

Calcium 0 %     Iron 2 %

Vitamin D 0 %     Vitamin E 5 %

Thiamin 0 %     Riboflavin 1 %

Niacin 1 %     Folate 0 %

Vitamin B-6 3 %     Vitamin B-12 0 %

Phosphorus 1 %     Magnesium 1 %

Zinc 0 %     Copper 3 %

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on

your calorie needs.

Calorie Breakdown

 Fat Carbs

 Protein Alcohol

Fat Breakdown

 Saturated Mono.  Poly.

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Size: Generally different size of chips packet will be produced for customer. These are small, medium and big size with various designing.

PRICE

Here, we can set Tk.12 for small and TK.16 for medium and TK 20 large

packet.

Pricing policy for its product due to the following reasons: Distinctive Packaging

Brand Name

Cost of raw materials

Discounts, allowances and payment period will be reasonable for

customers.

PLACE

By using the present distribution channel Bombay Sweets Bangladesh Ltd can easily market this product. The company has many consumer products. The company can use its present marketing channel to make the products available all over the country.

Bombay Sweets Bangladesh Ltd can also use its current delivery vehicles to deliver the product to the wholesalers. The company can use its local offices to deliver to the retailers. So at introduction stage, company’s current marketing channel is enough to deliver the products to wholesalers and retailers.

Marketing Mix Strategy: PROMOTION

It plays an important role in the exchange process by informing customers of an organization’s product or service and convincing them of its ability to satisfy their needs or wants.

We will use the following promotional mix:

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●Advertising ●Personal selling ●Direct marketing ●Sales promotion

Nestlé Bangladesh Ltd will take a large promotional program for this product. The company will keep a hand some amount for the promotional activities of the product. As it is a new brand more promotion is needed to build up the brand awareness.

Nestlé Bangladesh Ltd. will use ads through TV, Radio, and Newspaper, Internet, Information, Home Delivery, Bill Board, Ticket Advertises,Internet, Information, Home Delivery, Bill Board, Ticket Advertises, Concert Programs, Power point presentation. Banner, Festoon, Placard,Concert Programs, Power point presentation. Banner, Festoon, Placard, Joining FairJoining Fair to aware people about these chips. The company will take the strategy to create awareness about the bad effects of the traditional chips. Then the company will present its chips to the market as harmless to children and students as well as young and old people.

Advertisement:

In the newspaper advertising, the company will know or inform the people about the bad effect of the traditional chips and inform about the good sides of the Apple chips. In their TV commercial they will also try to build awareness in the minds of the customers and try to acquire a strong position in the minds of the customers. In the electronic media’s advertising the company can present famous and renowned doctors to inform people about the difference between traditional chips and our Apple chips.

Public Relation:

The company will take a mass public relation program. Nestlé Bangladesh Ltd will have to take this kind of promotional activities such as stall booking in many trade fair, child fair etc. to create a positive image about the brand. The company needs no special personal selling program for this product. In introduction stage sales promotion will not also be considered.

Retailers and Wholesalers:

Nestlé Bangladesh Ltd will give many facilities to the retailers and the wholesalers. To take the competitive advantage the company will give more facilities than its competitors. The intermediaries are given many

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gifts items such as wall clock, T-shirts etc. and sales helping equipments such as keeping pots, bill board etc.

Others:

They will develop some cartoons which will be used on the T-shirts, bill boards, neon boards, and in some ads to attract the children and young people. The company also uses this brand’s logo, picture, symbol etc. on many toys, dolls and on many other things to know and attract the target market.

Marketing Research:

During the initial phase of the marketing plan development, several focus groups were held to gain insight into prospective customers.  These focus groups provided helpful insight into the decision making processes.

An additional source of dynamic market research is a feedback mechanism based on a suggestion system. In the suggestion system customers are asked to rate in terms of a given scale.  There are also several open ended questions that allow the customer to freely offer constructive criticism or praise. Nestlé Bangladesh Ltd will work hard to implement reasonable suggestions in order to improve their products offerings, as well as show its commitment to the customer that their suggestions are valued.  The last source of market research is competitive analysis. Nestlé Bangladesh Ltd will send people to local competitors to gain information about their product offerings and also its competitors’ product offerings.

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FINANCIAL PROJECTIONS

This section will offer a financial overview of “Apple chips.” as it relates to the marketing activities.  I have addressed all expenses forecasts with fixed costs and variable costs and with first six months estimated costs, sales forecasts with the first six months estimated sales, break-even analysis, and the possible profit after six months in this section.

Expenses Forecast:

Estimated total Cost for the first Six Months:

Fixed cost Tk.13,00,000Raw materials Tk. 12,00,000Rent Tk. 1,60,000Employee (Operation & Sales) Salary Tk. 15,00,000Packaging Tk. 2,00,000Promotional Expenses Tk. 7,00,000Distribution Tk. 1,50,000Commission Tk. 10,00,000Operational Expenses Tk. 1,70,000Administrative Expenses Tk. 2,50,000Insurance Tk. 15,000Interest Tk. 50,000Miscellaneous Expenses Tk. 1,00,000

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Total Tk. 67,95,000

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Sales Forecast

There will not be enough sales in first month. In the second month the

sales will be increasing at a satisfactory rate. From the third month the

increasing rate of sales will be very high. That means from month three

there will be a steady increase in production and sales. Our sales forecast is 1000000 packet chips for the first six months. On an

average per piece of chips will be sold for Tk.10.

 Estimated Sales for the first Six Months:

Break-even Analysis

BEV= Fixed cost / (Price- Variable cost) 1000000 10-5

=200000 units

So, breakeven point can be achieved within 6 months.

Estimated Sales (TK.)

180000

360000540000

720000

900000

1080000

0

200000

400000

600000

800000

1000000

1200000

1 2 3 4 5 6Consecutive Month

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Implementation And Control

marketing plan includes different kinds of budget and managerial assignment for every action program. It describes how to implement marketing plan. For control purposes, the plan also allows for quarterly comparison of actual versus projected sales and expenses. If we can not do this comparison among the plan then we never go to the competition. For our better performance we need comparison between actual and projected sales and expenses. If there find out any gap in plan and output, we have to take corrective actions. Not only that, if there is any problem arise in production, marketing process, or any other areas, we have to take necessary steps to overcome that. Finally, the management will monitor the total environment, progress, and gap and will take the corrective actions if necessary. The company always has to maintain the TQM (Total Quality Management).

CONCLUSION

We have learn many things after preparing our report. In the above we discuss the strengths of our company that will help in future because without strengths a company cannot exit.Our company solves its weakness and overcomes its threats. Our company adds exclusive taste in chips and our product has some exclusive characteristics that will help us to acquire position in the minds of the customers. Our chips contain such advantage or features that will achieve its customer satisfaction.

Recommendations:

At first we want to say that The Organic 7 Company Ltd should have a specific marketing

department which will work under the supervision of the executive directors. This

department consisting of marketing specialist whose main job are planning and

implementing of marketing activities such as advertising, promotional campaigns, public

relations, providing market information to sales department.

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The major activities of the department can be listed as follows:

Carry out market reach, customer satisfaction survey.

Collect and review information on market, top competitor.

Encourage the customer to the brand.

The authority should be conscious about their marketing strategy.

Should be more advertisement in the content of whole Bangladesh focused on

billboard, print media and web ad. Etc.

Need regular communication among clients and sales persons.

The company should have to ensure good use of fund.

The company should offer more facilities to the customers as per customaries

requirement.

Reference:

Kotler and Keller. Marketing management.12th edition.

Philip Kotler marketing management.11th edition.S

Websites:

www.Google.com

Others:

Customer’s opinion

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