WELCOME EVERYBODY

TO
OUR PRESENTATION
ON
MARKETING PLAN OF LIQUID EGG

ASA UNIVERSITY BANGLADESH

Prepared for:

ASA University Bangladesh

Prepared by:
01.
02.
03.
04.
05.
06.
07.

INTRODUCTION

Royal Egg farm is a new organization started in

2013. Royal Egg farm is a poultry-based domestic
company start business in Bangladesh in 2013. It is
getting ready to introduce a new product Liquid
Egg this product will produce from egg. As this
product will produce from egg a marketing manager
I would like to introduce this product with a vision of
achieving a new position in the egg market in
future.

MARKET SIZE

Market size is approximately Tk50 billion. Egg

market is growing at the rate of 5% per year. Market
of this product is Bakery and city family oriented. It
is relatively a fast moving product.

MARKET SHARE

Market size of egg in our country

:Tk. 50 billion

Market growth rate (per annum)

Liquid eggs expected share

: 10%

Expected market size

:Tk. 50 billion

: 5%

COMPETITION

Current Market of Egg is very competitive. Large

numbers of local companies are operating in this
market. Besides those companies, many new
companies are also ready to enter into the market.
Among those companies only a few are holding the
majority of the market share. Major players are also
trying to expand their product range in this market
to tab different market segment.

SWOT ANALYSIS

Strength
Unique Product
Unique taste
Availability of raw materials
Low price of raw materials
Natural
Longevity (6 months)

Weakness
Complex process of raw material collection.

Opportunity
Huge potential market
Government support
Favorable public attitude
Opportunity to export.

Threats

Strong competition from

Existing egg farm
Government regulation
Tax imposes- Because this Liquid Egg is
a new item in the market, the government
may impose high tax.
New law regarding food marketing
Weak infrastructure
Public unconsciousness about the food
value of liquid egg
Political instability
Lack of subsidies

OPPORTUNITY AND ISSUE ANALYSIS

From the threats the issues that royal egg farm

must address are

Should the Company develop own infrastructure to ensure

the flow of raw material in proper time?

Should the Company establish own production plant of egg

to ensure high quality & availability?

Does the advertising campaign make people inform about

the food value of egg and increase brand awareness?

OBJECTIVES
Our objectives are divided into three categories as
like followingMarketing Objective :
Achieve projected market share of 5 percent within
6 months.
To represent an image of unique healthy taste in
which it competes.
To cover markets (Bakery) in Bangladesh.
To increase the production and distribution capacity
to satisfy future sales while maintaining present
quality & image.
To improve product quality through continuous
research and development.

Financial Objective :
Earn an annual rate of return on investment of
15% after taxes over the next two years.
To achieve break even quantity within 4 months.
Achieve one year total sales revenue of tk. 300
million based on average price of per 5kg.
Gain new sets of customers within 3 months that
worth for Tk. 50,00,000.

Campaign Objective :

To create different taste, positive and permanent brand

image.
To establish a brand personality as friendly, reliable and
trustworthy.
To create far-reaching awareness among the
consumers.
To get the maximum demand from the consumers.
Our campaign will also focus on the different taste and
healthiness of the product.
Key points of the campaign are as follows.
Liquid Egg is a healthy product.
Objective is to inspire consumers to trial purchase
our new product.

MARKETING STRATEGY
TARGET MARKET
Geographic Country
Density

Bangladesh.
Bakery

Demographic Income

Above Tk. 500000.

Psychographic Social Class

Life Style

Conscious about health of customer

based organization.
They consume it for ensure
healthiness.

Behavioral Occasion
Benefits

User Status

Regular
Healthiness,
Energetic, tasty
Potential

POSITIONING STRATEGY

Points of Difference

It offers fully natural egg.

Price is relatively high.
It provides all the quality of egg.
It saves your time.
It ensures long lusting and healthiness.

Unique taste and healthy

The company takes several steps to maintain
healthiness. These are:

It collects egg from good quality farm.

It uses modern technology to break and packaging.
Then refine it.

Packaging
The packaging include:

Food grade plastic pack (BSTI approved).

High quality graphics are used in the packet design.
Attractive in looking.

Overall, the company positioning Liquid egg by

the following sloganKeep eating egg without worry.

PRODUCT DEVELOPMENT
Egg has been processed in two stages.

Our washers wash egg after collecting them.

Our opti Braker and seperating mechine will break egg and send them to
packageing

PRICING STRATEGY
Price Structure of Competitors Pack size
MRP
5 kilogram
900.00
10 kilogram
1850.00
Price Structure for Channel Members

Pack size

NSI

VAT

Distributors Price

MRP
(Including vat)

5 kilogram

Tk 870

Tk.22

Tk.892

Tk900.00

10 kilogram

Tk 1792

Tk.44

Tk.1836

Tk1850.00

PROMOTION STRATEGY
Newspaper
Bill Board
Advertising

Outdoor Advertisement
Press Advertising

Trade Promotion

Allowance
Discount

DISTRIBUTION STRATEGY
To reach our product to each and every consumer those are
related in business of Bakery, we will ensure the following
activities:
Make the product available to maximum possible outlets.
Deliver the product at the right time.
Increase the depth of stock of each outlet.
Smooth delivery of the product to all depots and distributors
premises.
Proper merchandizing i.e., ensuring proper display of our
product on the shelf of retail outlet.

Our distribution channel:

Production plant

Distributor

Consumer

ACTION PROGRAM
2014
January April: The Company will launch its product
into the market. It will follow pull strategy. Under this
strategy it will spend Tk.10, 000,000 in advertising
and consumer promotion to build up consumer
demand. It will give coupons by newspaper that we
will give buyers a savings when they purchase
Liquid egg. The company will follow selective
distribution by promoting and distributing it to major
divisional Bakery (Dhaka, Chittagong, Rajshahi,
Khulna, Sylhet, Barishal).

ACTION PROGRAM(CONTD.)
May August: The Company will continue
advertising and stop consumer promotion. It will start
to give trade promotion that will influence the
middlemen to carry this product and place it in an eye
catching position to occupy consumer attention. In
this time the company will follow intensive distribution.
start to arrange some events and campaign program
in divisional area like big well known outlets
Food fair
Exhibition
Trade fair
TV live recipe show (liquid egg)

ACTION PROGRAM(CONTD.)
September December: The Company will take
action depending on the situation of sales and
competitor action.

FINANCIAL PROJECTION
COGS Calculation: 5 kg egg (plastic package)

Sl
no.

Particulars

1
2

NSI
Raw
Mater
ial
Pack
aging
Mater
ial
Labor
Machi
ne
FOH
COG
S

COGS Calculation: 10 kg Liquid Egg (plastic

package)

Amount
in Taka

Sl
no.

870.00

700.00
:
2.04

:
:

:
:

2.10
164.76
1.10
79.19%of NSI

Gross Margin (20.80% of NSI)

688.953
180.96

Particulars

Amount
in Taka
1792.00

NSI
Raw
Mater
ial
Pack
aging
Mater
ial
Labor
Machi
ne
FOH
COG
S

1400.00
:
3.05

:
:

:
:

4.34
382.56
2.05
81.06%of NSI

Gross Margin (20.80% of NSI)

1710.94
1771.2

IMPLEMENTATION & CONTROL

For control purposes, the plan also allows for month
by month comparison of actual versus projected
sales and expenses. Salespeople will also be a fully
trained in sale. Additionally, every quarter we will try
to monitor all the problematic areas by performing
customer satisfaction surveys in limited areas. We
also prefer to purchase retail store audit report,
which would be the key to our strategic advantage
in having superior data on market share and
prospects

THANK YOU EVERYONE

FOR
BEING WITH US