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An Assignment On New Product Plan
An Assignment On New Product Plan
Submitted By:
Hafiz Malik Ananta (0923BBA00970)
Senior Lecturer
..
DBA, Manarat International University, Dhaka
July, 2010
ACKNOWLEDGEMENT
First of all, I would like to express my deep gratitude to the almighty Allah for fruitfully
preparing this report.
I am thankful to honorable Teacher Md. Mahabub Alom who gave me the opportunity to
conduct my assignment on how we introduce a new product in the market.
I would like to convey my appreciation and thanks for those who have guided me generously
with the right knowledge for this assignment.
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Marketing Plan Contents
Objectives. 06
Marketing Strategy..06
Action Program..07
Financial Projection.07
Implementation Control.08
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EXECUTIVE SUMMARY
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OPPORTUNITY AND ISSUE ANALYSIS
BTC is launching the global tobacco R.J. Reynolds brand as a franchisee. The US-based
R. J. Reynolds Tobacco Company has audited and validated the factory where the
premium brand would be produced using imported roasted tobacco.
BTC uses ingredients in its tobacco products in order to achieving the desired taste
characteristics by using the minimum amount of additives still the manufacturers
produced a smoking cigarette that doesnt contain any additives. The name of it is
Winston. The experts departed from the fact that some adult tobacco consumers
prefer tobacco products with no ingredients added to the blends.
BTCs new product is cheaper than competitors brands like Benson & Hedges,
Marlboro. But increased competition will complicate to achieve desired market share.
Should it develop various categories of Winston Cigarette brand like Winston Classic,
Winston Menthol, Winston White, Winston Slim and Winston Filter?
OBJECTIVES
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1. Achieve per month total sales of 2000000 units based on an average price of
Taka 100 per unit (packs).
4. Arrange for distribution all over the country in the first year.
MARKETING STRATEGY
3. Pricing: The price of our product is Taka 100 per packs (20 cigarettes).
ACTION PROGRAMS
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BTC will carry out its marketing strategy and achieve its objectives through a variety of
scheduled programs. In August Winston cigarette will be launched in market. In
September it will kick off its advertising with an integrated print/radio campaign
supported by point of sale signage.
FINANCIAL PROJECTION
V.C= 60 taka
= 60+60000000/2000000
= 90 taka
= 90/1-.10
= 100 taka
= 60000000/100-60
= 1500000
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IMPLEPENTATION CONTROL
This marketing plan includes a detailed budget, schedule and managerial assignment
for every action program. For control purposes the plan also allows for month by
month comparison of actual verses projected sales and expenses.