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0 Executive Summary
Bombay Sweets & Co. Ltd. boasts an illustrious, decorated past. Established in 1948, it has
been a leader in consumer foods for many decades, both in Bangladesh and abroad. Although
initially the company served its customers from their own outlets, presently the company has
over 200 distributors spread across the country.
In the new millennium, Bombay Sweets has strived to continually introduce quality
innovative products and packaging needed to satisfy ever-changing appetites and tastes. Its
full line of quality snacks currently consists of more than 20 products, consisting of potato,
corn and cereal based products. All are available in a variety of shapes, sizes and flavours. Its
dedicated sales force of more than 300 people focuses on quality retail service for their
customers.
For the urban and sub urban and rural areas citizen of all over the country.
Especially for the convenient transportation areas.
Demographic:
Psychographic:
The lower middle class, middle class, and upper middle class.
The conscious people.
Behavioural Factor
They want to give variety and flavour in their products as the market demand is
increasing day by day.
Implementing new products in the market with high quality.
2.2.2 Weaknesses:
No advertising.
Lack of public awareness for the re
launched product.
Distribution of the product is poor.
People dont know that BSCLs product are available at the market
Some shops dont stock/sell their product.
Re-design and re-packaging of the re-launched product were poor.
2.2.3 Opportunities:
2.2.4 Threats:
2.3 Competition
The Beverage industry in Bangladesh is not small. There are a lot of beverage producers.
Some of them are national and some of them are local suppliers. Some companies also export
their beverage. 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 to high
quality product. Now the beverage industry of Bangladesh is very competitive. The major
competitors, brands name are Pran, Meridian, Haque, Olympic etc.
2.4 Product Offerings
Bombay Sweets & Co. Ltd offerings various types of product, they are as followsChips:
Alooz
Potato Crackers
Mr. Twist
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Cheese Ball
Slanty
Bombay Sticks
Ring Chips
Potato Sticks
Korntos
Chipstar
Confectionary:
Lachchha Sewai
Snacks:
Bombay Mix
Chanachur
Dalmoth
Desimix
BBQ Chanachur
Frozen Foods:
Vegetable Samosa
Roti Chapati
Roti Paratha
Aloo Puri
Dal Puri
Spices:
Turmeric Powder
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Competitive pricing.
3.1 Mission
Our mission is to be a premier consumer product company focused on convenient food and
beverages, with utmost emphasis on quality and to provide consumers with "value for
money" products. And in everything we do, we strive for honesty, fairness and integrity.
3.2 Marketing objectives:
Gain new sets of customers within years that worth for th. 5000000
In the year end tk. 15000000
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BSCL main target people are the young ages people who like to eat chips very much. Mostly
the school going students and the children generally under teen-age. Besides they also focus
the young generation people. Although their main target market is young generation but they
also prefer the people of adult and old ages people. Also their focus goes to all types child of
the country and the lower middle class, middle class and upper middle class. Also BSCL
target the educated and conscious people.
3.5 Positioning:
BSCL has many opportunities to develop a strong presence within the marketplace in
Bangladesh. The company has several product brands. They can distribute throughout the
country and expand company branches in the major cities. The company can use local
ingredients in their production of healthier and more nutritious beverage.
3.6 Strategies
Price
we can set the price of our products from tk. 10 to tk. 200. 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 customer.
Promotion
The most successful advertising will be through BTV, NTV, Channel I, ATN Bangla and
RTV which are the most popular television channels in the country. We will also use some
bill-boards and leaflets and we will hold a sport event to promote the product. We will also
use our experience so that we can create attention to the customers.
Distribution
Bombay using the present distribution channel Bombay Sweet s Bangladesh Ltd
can easily market this product. The company has many consu mer products. The
company can use its present marketing channel to make the products available all over the
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country. BSCL 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, companys current marketing channel is enough to deliver the products to
wholesalers and retailers.
Customer
Bangladesh is an over populated country. It has a large amount of population. And
many of them are fond of beverage. So there is vast market for the beverage industry.
But some people are disinterested about the beverage like chips, confectionary,
snacks. So the people have also some negative ideas about the product.
3.8 Marketing Research
During the initial phase of the marketing pan development, several groups were held on 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 given scale. There are also several open ended questions that allow the
customer to freely offer constructive criticism or praise. BSCL 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 were valued. The last source of market
research is competitive analysis which will help BSCL to improve their product.
4.0 Financials
BSCL invest 25 million in land, building etc and take loans from different banks for initial
working capital. he sales forecast is broken down into the three main revenue streams;
direct sales, Web sales, consignment sales. The sale forecast for the upcoming year is based
on 30% growth rate. Growth rate for year 2006 to 2015 are based on percentage increases as
follows:
5.0 Controls
Our control depends on the customer satisfaction. If customer demand different things with
which they feel comfortable, then we simply change our controlling techniques.
The following are will be monitored very closely by BSCL:
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monitor the total environment, progress, and gap and take necessary steps
Revenue- monthly and annual
Expenses- monthly and annual
Customer feedback
Improvement in product
5.1 Implementation
Marketing plan includes different kinds of budget and managerial assignment for every action
program. It describes how to implementation marketing plan. To achieve the desired goals
and control budget all the strategies will be kept in mind for implementation.
5.2 Marketing Organization
The founder will be responsible for the marketing activities supported by one young
executive.
5.3 Contingency Plan:
Bombay Sweets & Co. Ltd will look forward for satisfying the needs of customer by keeping
sufficient inventory. Also they will keep watch on competitors strategy of launching new
product, pricing and new entries in the market and their pricing strategy.
5.4 References
http://www.bombaysweetsbd.com/about_us.php
https://www.scribd.com/doc/135886779/Marketing-Plan
https://www.scribd.com/doc/29547924/Marketing-Plan
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