Project Name: New Product Marketing Plan Subject: Principles of Marketing Code: EMIS-50 Department of MIS Faculty of Business

Studies University of Dhaka Submitted To: Mijanur Rahman, PhD Professor, MBA evening program Department of MIS Faculty of Business Studies University of Dhaka Submitted By: Mir Md. Shaharuzzaman Roll: 60916-09-009 Department of MIS Faculty of Business Studies University of Dhaka Index Marketing Plan: Leisure Foods POP-Khoi Current Marketing Situation .... Opportunity and Issue Analysis .. Objectives 3 Leisure Food Marketing Objectives Marketing Strategy . Planning ...... Product Management . Pricing . Distribution .. Marketing Communication Marketing research . 4 4 4 5 5 5 5

1 2 3

Action Programs .. 5 Financial Projection .. 6 Implementation Control . 6

Marketing Plan: Leisure Foods POP-Khoi Leisure Food a startup company is getting ready to introduce a new food for leis ure time with two different flavor of salty and sweet made by yellow-corp. Current Marketing Situation: In current market there is no leader in the field of this type of food product b ut have a bigger demand and there is a absence of branding of this product local ly known as pop-corn. There is a brand which one is vaporized named Mesli been business from 1996 to 199 9 in the local market in limited area. At present two types of pop-corn business is running: 1.Posh area/ Shopping mall/ Cineplex. 2.Local roadside/Public park area / traffic crossing A.In Posh area business of pop corn they have a fixed customer and sales rate. I ts apparently higher then local pop corn price for its offerings. It consists ab

out 15% of the total market of pop corn business in local. B.In local roadside business of pop corn it consist super retail sale service to the consumer occupying 85% of local customer and serving their demand as they n eed. Even they sold their product to posh customers. On a survey of 30 road cros sing traffic signal we found the 10 hour sales of a day is 50 pack per hour tota l 500 pack per day per point if we consider 100 seals point all over the country our total daily sale is 50000 pack per day thus per month we can sell 15,00,000 pack if we can profit 3tk per pack then total profit of a month will be 45,00,0 00 BDT and per year the total profit will be 5,40,00,000 BDT then we consider ri sks and expecting 50% of that profit which will be 2,70,00,000 BDT only. The total market is running by some small businessman in very short range. This product in two different model in real market at taka 5 pack and taka 10 pack. T hey have no brand and no BSTI approval on the other hand in posh place such as B ashundhara Cineplex who are taking 50tk for the same of 10tk pack. Opportunity and Issue Analysis In current production style it required 1 liter of palm / edible oil for 8 kg ye llow crop to pop corn and only 0.125 kg salt is required for that presentation. In Dhaka city we observe some traffic point and found small businessman making 2 to 3tk profit from 10 tk pack and 1tk profit from 5 tk pack while a 10 tk pack manufacture cost is not more than 5 taka though the production level is too limi ted. Where as posh areas sales persons are making more high profit with their of fering style and quality. Usually they have collect raw yellow crop from Banglab azar wholesaler. Now we need to make our product at floor cost for the footpath competitors and m ay use some packing materials of environment friendly such as paper. On the pack we can manage some other type of companys advertisements such as ASUS/ Samsung/ Sony electronic goods or Software/Antivirus product such as Kaspersky. Objectives I.Earn annual rate of return of 12,00,00,000 BDT of 15% after Tax over next 3 ye ars. II.Achieve breakeven within 3 month after launching. III.Achieve first year total sale revenue of 5,00,00,000 BDT based on an average sales price of taka 10 per medium size pack of two flavor. Leisure Food Marketing Objectives: a.Achieve a first year unit seals volume of 1,80,00,000 packs which represent th e projected market share of 40%. b.Increase 2nd year share up to 60% based on sales of 3 models and 2 flavor in p roduct line. c.Arrange sales pack advertisement by introducing duel product marketing and ben efit. Marketing Strategy On the consumer side the target market is the consumers who are habituate with c urrent product style and supply. Especially those are moving across road signals from 10 AM to 8PM. These consumers are prefer easy reachable products that knoc ks their vehicles door or selling in public vehicle exactly when they need somet hing to pass their time and demolish starvation / hungry condition. Planning Pop-Khoi is ready with its two types of flavor and 3 size of packet for the rush passing people in highway traffic signals. Product Management It is going to represent basic two flavors sweet and salty with 3 types of packe t tiny, standard and big respectively. Pricing By mass production we can reduce production cost but to maintain brand and quali ty we set price tiny to 6tk. Standard to 12tk and Big to 20tk only. Distribution We are going to open through newspapers, TV and Bill boards and all big road cro ssing mobile seals centers. Marketing Communication Create an advertising campaign to build brand awareness and differentiate the pr

oduct from competitors; emphasize trade sales promo to support distribution stra tegy. Develop a high profile product launch strategy to generate publicity and m edia coverage. Marketing research Measure consumer response before, during and after marketing campaigns, study cu stomer consumption style and speed by product type and identify opportunity for product development efforts. Action Programs Leisure Food will carry out its marketing strategy and achieve its objectives th rough variety of schedule programs: 1.In January they will arrange a roadside food-show and generate excitement for the product to acknowledge dealers and consumers. 2.Media of TV/Radio/Newspaper partner of this fair will campaign the product to the customers. Financial Projection Total first year sales revenue is projected as 1,80,00,000 Standard Packets with profit 2,70,00,000 BDT only with an average wholesale price of taka 10 for each standard pack. Expected profit margin is 20% on quarterly basis, Leisure Foods Projected sales is 60 lac, 80 lac, 100 lac and 120 lac respectively for each qua rter. All the sales based on cumulatively higher business sales and a spike of y ear end trade fair sales. Implementation Controls: The marketing plan includes a detailed budget, schedule and managerial assignmen t for every action program. For control processes, the plan also allows for mont h by month comparison of actual versus projected sales and expenses. A contingen cy plan, attached, has been developed for implementation in the case of severe d ownward pricing pressure.