THE AGERIKERS

Mush crackers
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Marketing Management

Term Project

On

Analysis new market

For new product entry

Submitted to

Ms. Tania Akter (TAK)

Lecturer (BBS), BRAC University

Submitted by

Rokeya Akter (17304118)

Md. RakinAshhab (17304049)

ArshilShiairNafi (17194197)

Nusrat Jahan Chowdhury (17304123)

Mahir Bin Yousuf (17704076)

MKT 301, Section-03, Fall 2019 (8th December)

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Letter of Transmittal

December 08, 2019

Ms. Tania Akter

Lecturer

Brac Business School

BRAC University

Subject: Submission of Term Project

Dear Madam,

With due respect and immense pleasure we are submitting our term paper on new market
analysis for new product that you have assigned us as an essential requirement of our
Marketing Management(MKT301) course. Through we are in learning curve, this report has
enabled us to gain insight into the core fact of ratio analysis of a company. So it becomes an
extremely exciting learning experience. We found the study was quiet attention grabbing,
beneficial and insightful.

We tried our level best to prepare an effective and creditable report. The report will provide
clear concept about the overall functions for new product on that particular industry. We
welcome your entire query and criticism on the report is beneficial for us as it will give us the
opportunity to learn more and enrich my knowledge. We hope you will consider the mistakes
that may take place in the report in the spite of our best effort.

Yours sincerely

Rokeya Akter

On behalf of the group 

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Acknowledgement

Having a successful investigatory project is really a great pleasure to us. Yet all these will not
have been possible if there were not hard work, persistence and cooperation among the
members of the team. We would like to extend our sincerest appreciation to the following
people who helped accomplished the investigatory project. They are the people who
contributed much for the success of this endeavor.

Preparation of this report, we would like to acknowledge the encouragement, guidance and
assistance given from our respected course faculty. We would like to show our gratitude to
Ms. Tania Akter, lecturer (BBS) for giving us a good guideline for the project throughout his
numerous consultations. We would like to extend our deepest gratitude to all those who have
directly and indirectly guided us in this important paper.

In addition, our classmates and the group members itself, have made valuable comment
suggestions on this proposal which gave us an inspiration to improve our work. Therefore,
we thank all the people for their help to complete our term paper.
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Table of contents

Executive summary 07
Methodology 08
Introduction 10 ArshilshiairNafi
Mission, vision 14
Swot and STP 15 RakinAshhab
7ps and promotional 16 Rokeya akter
strategy
Cmpititors analysis 42 Nusratjahan
Recommendation and 43 Mahir bin
Conclusion yousuf

Reference 45
65
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Executive summary
This report will provide an overview over new market for chips industry. Mushroom chips
are totally new in Bangladesh chips market. How people would take, how they would react
on it our term paper is based on that research. We have talk about our new companies
environmental analysis, mission, vision, tagline, SWOT analysis, STP, 7ps, promotional
plan, competitors analysis various things. Later on we described how our new company
would sustain on the industry. And most importantly we emphasize on the promotional
strategy of our new product how it would competitive with existing brands of chips.
Worldwide chips advertise is sectioned by sort as fricasseed, prepared; by flavor as plain,
salted and flavored. Asper the dispersion channel it is segmented as
supermarket/hypermarket, comfort stores, autonomous retailers, online retail stores and other
dispersion channels; and by geology. Moreover, the conveyance channels are included to
supply nitty gritty investigation of retail stage and its sales-growth relating to particular item
sort. The topographical division offers all-encompassing as well as particular advertise
estimations of the potato advertise of each region around the globe beside their agent nations.
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Methodology

We all worked market analysis as well as the promotional analysis of the chips industry
market to know what is the current situation and demand, what customers want. We also
compared companies their performance. To know how they started and sustained here. For a
start up company like us its really important to know how the companies begin. We gathered
data’s through secondary sources and different websites, reliable journals etc. the main
objective was to know how a beginner company start their business.

Limitation
Although this research was carefully prepared, we are still aware of its limitations and
shortcomings. Firstly, we have face some problems which is, lack of available or reliable
data because we just collect data from website, so the data collection process was limited.
Secondly, it was not possible to go and visit the company for that reason we can’t collect
raw and primary data from them. Finally, as age of data our study is based on secondary data,
pay extra care to the age of the data. Making current assumptions based on old data
represents a strong limitation. Also they have many fragmented data’s that is why we had to
research a lot.
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Introduction
Our company is the Agarikers which basically makes crackers from mushrooms. we are a
new company, our aim is to introduce our product in the market which is the mushcrackers.
We have partnered up with unilever in making the crackers. Our goal is to reach a certain
amount of net sales on a certain period of time. In future we would also like to expand our
business to other countries if we are successful here in Bangladesh. Mushrooms starting from
our farms to the consumers would be of top quality. We try our best to ensure quality of
products over everything.With a unused items methodology, you'll be able do one of three
things. First, you'll make auxiliary products simply can upsell and cross offer to your existing
customers. The most excellent case of this is often Amazon’s “Customer who bought this,
too bought this” feature. Second, you'll be able make distinctive adaptations of your existing
item. Maybe you need a slimmed-down, lower cost model that requests to a more price-
conscious shopper or a feature-rich, tall conclusion show to appeal to a extravagance
consumer. Finally, you'll be able make a modern item that leverages your company’s
information in an completely unused course. This can be the hazard, and has components of
the modern markets procedure as well since you're focusing on a modern audience. A
beneficial commerce depends on a few components working in concordance. One such case
may be a go-to-market (GTM) methodology. A GTM technique ought to be one component
of your generally showcasing technique. And a great go-to-market technique includes
surveying numerous components, counting estimating, dissemination channels, and special
offering propositions. Good go-to-market plans offer various benefits and competitive points
of interest to businesses. Whether you’re the proprietor of a Fortune 500 company or a little
commerce with many representatives, a GTM technique can offer assistance. Not as it were
does the go-to-market procedure abbreviate time to showcase, but it moreover makes a
difference companies develop and create whereas minimizing costs. Below, we’ll diagram
how your go-to-market methodology plays a portion in your in general promoting arrange.
We’ve moreover given seven key steps to form a valuable go-to-market methodology for
your following item dispatch.
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Mission: "To reach 10crore sales by 2025"

Vision: "To create a healthier life"

Tagline: “Eat Healthy, Eat Fresh"

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PEST Analysis

Political: Bangladesh is a politically stable country at this moment. The Political scenario
matters greatly as there can be some civil unrest in certain markets or due to inflation the
sales of the product can fail and the business can go bankrupt. The Agarikers has to maintain
a standard set by the FDA. In a developing country like Bangladesh new laws and rules are
being created every day, so the company has to follow the laws before making a move in the
market.

Economic: The economy of Bangladesh is improving with each year. The GDP growth of
Bangladesh in 2016 was 7.1%, the growth further grew to 7.3% in the next year which is
2017, in 2018 it again saw a rise in GDP growth which was 7.9% and finally in 2019 it is
8.1% up until now. As we can see the growth in this country happening in a very fast pace
and it will be ideal for any company to do their business here in this country. Economic
conditions have the highest influence on a business in a country.

Social: Now-a-days consumers are very health cautious. Consumers look for products which
has health benefits and also which serves their daily protein and mineral intakes. Here the
crackers clearly serve the purpose of the consumers. There is rise of huge mushroom
consumption after a recent study showed that it cured many diseases in the long run. Studies
also show rise in vegans in the society which further increase the consumption of the healthy
mushroom. Our tagline" Eat Healthy, eat Fresh" suggests that the products will be fresh and
healthy for the consumers.

Technological: Technology can give an edge in the market. Technology is necessary to

create packaging, food labels, and the production of food. We will use billboards and
electronic billboards to showcase our flavors and promotional ones. Online marketing will
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also play part in this market. In the advancement of technology the company will not sell the
crackers on the live market but will use the online delivery system to deliver from door to
doors. Bulk orders will be given extra discounts.

Applying STP Model

Value creation and value conveyance is the primary undertaking of showcasing. Advertising
completely is a value making and value conveying process. The entire pack of undertakings
engaged with promoting; fill the need of significant worth conveyance. They really structure
a grouping prompting esteem conveyance.

Promoting arranging, purchaser examination, showcase division and focusing on are worried
about worth determination. Item advancement, producing, administration arranging,
estimating, appropriation and overhauling, are worried about value creation and value
conveyance. Individual selling, publicizing, exposure and deals advancement are worried
about worth correspondence. Exercises like statistical surveying and market control evaluate
the viability of the worth conveyance process, the degree of fulfillment the client has really
gotten and how it contrasts and the association's aim just as with other contending offers to
upgrade esteem. (Qualtrics, 2019)

This establishes the main part of the advertising work. What the firm has vowed to give the
client must be really given. The item offering must really convey the advantages the firm has
guaranteed and it must be come to the client in the most fulfilling way. Value creation/esteem
conveyance means the fruitful execution of the firm’s guarantee. Most firms mishandle here
in light of the fact that they guarantee to give a wide range of things, however they fizzle
convey; their items neglect to convey the worth they should convey. The whole firm with
every one of the capacities and exercises is engaged with this progression. In making and
conveying the item with all the related advantages, which the firm has chosen to offer, there
is a job for innovation, structure and designing fund the board and the hierarchical set-up

On Marketing Concept, in this article we illustrated up on coordinated administration

activity. What is required in worth creation and conveyance is incorporated administration
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move with promoting making the focal point of the audience. (TrackMaven | The Marketing
Insights Company, 2019)

MARKET SEGMENTATION

Market division is the way toward isolating a market of potential clients into gatherings, or
fragments, in light of various qualities. The portions made are made out of customers who
will react likewise to showcasing procedures and who offer qualities, for example,
comparable interests, needs, or areas. By understanding your market fragments, you can use
this focusing in item, deals, and showcasing techniques. Making your promoting
correspondences both in advertisement informing and progressed focusing on computerized
stages like Facebook and Google utilizing your division will take into consideration better
reaction rates and lower obtaining costs. Market portions can control your item improvement
cycles by illuminating how you make item contributions for various sections like men versus
ladies or high pay versus low pay. Market division makes it simpler for advertisers to
customize their promoting efforts.

By orchestrating their organization's objective market into sectioned gatherings, instead of

focusing on every potential client exclusively, advertisers can be progressively productive
with their time, cash, and different assets than if they were focusing on purchasers on an
individual level. Gathering comparative buyers enables advertisers to target explicit
spectators in a financially savvy way. (Citeman.com, 2019)

So now we are here to discuss about our new product which is MASH CRACKERS. As we
are planning to launch our new product in the domestic market of our country, we should be
concerned about our segmentation process which is very important in the basis of launching
new product in a new market. We have to divide the market in the point of view of customers
and also of the other competitors. This can help our product survive its best in the market for
a long time.

GEOGRAPHI SEGMENTATION
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While regularly a subset of socioeconomics, geographic division is normally the least

demanding. Geographic division makes distinctive objective client gatherings dependent on
geological limits.

(Bhasin, 2019)

Since potential clients have necessities, inclinations, and interests that vary as indicated by
their topographies, understanding the atmospheres and geographic districts of client
gatherings can help figure out where to sell and publicize, just as where to grow our business.
As we are researching on Bangladesh domestic market to launch our product, our country has
lots of different kind of markets throughout the country which has different kinds of nature.
Some big markets are in Dhaka, Rajshahi, Chittagong, Shylet, Khulna, Cumilla, Barishal and
etc. These different types of markets hold different types of customers. But as a starter
market, we have decided Dhaka as our main target to grab the attention of the customers.
Also Dhaka has the large number of customers group in the country and they are from all
over the country areas. And later on we will continue our product with the market of
Chittagong which is the port city of the country and the 2 nd biggest market to grab customers
in the country.
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DEMOGRAPHIC SEGMENTATION

Demographic segmentation sorts a market by statistic components, for example, age,

training, salary, family size, race, sex, occupation, nationality, and then some. Statistic
division is one of the least complex and most regularly utilized types of division in light of
the fact that the items and administrations we purchase, how we utilize those items, and the
amount we are eager to spend on them is frequently founded on statistic factors.
(MarketingWit, 2019)

(MarketingWit, 2019)

Demographic segmentation is isolating markets into various gatherings as indicated by their

age, sexual orientation, the measure of pay, the ethnicity or religion of the market and the
family life cycle. So ensemble delivering and separating their telephones as indicated by
demographical age, sex, their salary and so forth. So Walton will be providing smart phones
according to the demographic segmentation. We can differ the color of the phones from the
view different types of people. One of the fundamental focal points of statistic division is that
the data you need is promptly accessible for you. You can destroy statistics information to
figure out who, where, and how you need to showcase your item. For instance, vehicle
enterprises can advertise their autos to various age gatherings, salary levels, and sexual
 16

orientations. Another way that organizations, for example, car businesses, don't pass up the
developing business sector is by giving representatives who are bilingual to work with their
clients. It is currently regular to see business, TV, and papers in Spanish just as English. So
as we are dividing the market as the basis of age, class of the people. And here we have to
focus on specific group of people in the market so that we can easily divide the groups of
customers.

Age segmentation: 12-18, 18-24, 24-40

Social segmentation: Higher class and middle class people

PSYCHOGRAPHIC SEGMENTATION

Psychographic division, which is here and there called Lifestyle. This is estimated by
examining the exercises, interests, and sentiments (AIOs) of clients. It thinks about how
individuals spend their leisure, and which outer impacts they are most receptive to and
affected by. Psychographic is exceptionally essential to division, since it distinguishes the
individual exercises and focused on way of life the objective subject suffers, or the picture
they are endeavoring to extend. (Directivegroup.com, 2019)

(MBA Skool-Study.Learn.Share., 2019)

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Broad communications has an overwhelming impact and impact on Psychographic division.

Way of life items may relate to high association items and buy choices, to claim to fame or
extravagance items and buy choices. Way of life division thinks about how the objective
subject recognizes them, or how they want to distinguish themselves in the public eye. By
distinguishing and understanding customer way of life, organizations can create special
blends and product offerings, which tailor to their needs. In the Psycho graphical aspect of
our product, we will be working with Unilever as our promotional brand. As we have to gain
customer’s trust as a new company, we have to work with some renewed company like
Unilever to grab the market. Unilever will be cooperating with us as our promotional brand
to gain the trust of the customers in the domestic market of Bangladesh. As people trust
Unilever as one of the most promising brand in the country, we hope working with them will
help us a lot in gaining trust of the people in local market.

TARGET MARKET

In the wake of making your portions, the subsequent stage is to pick the fragment or sections
(you can have multiple) that will be beneficial for your business. This is known as focusing
on, and the central purpose is to pick the fragments that will give us the best degree of
profitability. Here are a few interesting points: What's the size of the section and does it can
possibly develop? In the event that the section has too couple of clients in it, at that point
we'll rapidly arrive at an immersion point where there's never again degree to draw in new
clients and get more cash-flow. (Bizfluent, 2019)
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(Verma, 2019)

What are the deterrents that may prevent us from arriving at this portion? For this reason, we
may run a PEST examination of the Political, Economic, Socio-Cultural and Technological
components that affect our capacity to arrive at these clients. On the off chance that we have
another HR innovation item, for instance, yet laws and security confinements keep the item
from being utilized in a specific nation, we'll have to decide out that specific portion. Does
the portion have a gathering character? The entire reason for STP investigation is to discover
gatherings of clients where everybody inside that gathering will react to similar promoting
messages. We should be certain that the individuals in the section will have a comparable
response to the promoting us put out.

So according to our market research, the customers of the local market of Bangladesh usually
like various kinds of taste in same product. Not all products can be consumed by all
customers and each product has a different set of customers who want to purchase the same
product. So we came up 3 different types of taste in our product. Mushrooms are the good
snakes of nutrition and this is my main ingredients. The main ingredients are-

§ White Mushrooms
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§ Vegetable oil

§ White vinegar

§ Red Chili Powder

§ Potato

§ Sea salt

But we are going to add two new tastes in our product that are cheese and bbq. These two
new flavors can help us to attract various kinds of customers in the market. Because some
people love the taste of red chili, some people love the taste of cheese and some people just
love the taste of bbq.

MARKET POSITIONING

In promoting and business system, advertise position alludes to the buyer's impression of a
brand or item in connection to contending brands or items. Market situating alludes to the
way toward building up the picture or personality of a brand or item with the goal that
shoppers see it with a particular goal in mind.

For instance, a vehicle producer may situate itself as an extravagance grown-up toy. While a
battery producer may situate its batteries as the most dependable and durable. What's more, a
drive-through eatery chain may situate itself as a supplier of modest and fast institutionalized
dinners. An espresso organization may situate itself as a wellspring of premium upscale
espresso refreshments. At that point a retailer may situate itself as a spot to purchase family
unit necessities at low costs. What's more, a PC organization may situate itself as offering
hip, inventive, and use-accommodating innovation items. (Wilkinson, 2019)

The situating of a brand or item is a key procedure that includes showcasing the brand or
item with a particular goal in mind to make and set up a picture or personality inside the
brains of the purchasers in the objective market. Market situating of a brand or item should
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be kept up over the life of the brand or item. Doing this requires progressing promoting
activities proposed to strengthen the objective market's impression of the item or brand.

(Wilkinson, 2019)

Repositioning a brand or item means modifying its place in the brains of the purchaser, or
basically changing the brand's or item's picture or personality. At the point when you are
repositioning, or attempting to change the customers' impression of a brand or item after it
has just been set, may befuddle or estrange buyers in the objective market. For instance, if an
exceptional extravagance vehicle producer all of a sudden cut the costs of its vehicles and
started selling them at indistinguishable costs from less expensive brand-name vehicles,
purchasers would never again see the vehicles made by the extravagance vehicle creator as
renowned grown-up toys, despite the fact that the vehicle highlights may stay unaltered.
(Wilkinson, 2019)

There are two broad categories of market position: cost leadership and differentiation. Cost
leadership and differentiation market positioning strategies are applicable to any business and
any industry. A business can choose to position itself using a cost leader strategy or a
differentiation business strategy.
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Cost Leadership

An organization utilizing a cost head technique endeavors to situate itself in the brains of the
buyers as an organization that gives items the purchasers need at a value that is lower than
contending items accessible in the commercial center. Shoppers anticipate fundamental items
without any fancy odds and ends from an organization utilizing a cost head system. Rather,
buyers simply anticipate that the items should address their issues and that's it or less.

So as we know mushroom isn’t that cheap in our country because people are not very
familiar with this kind of food and farmers don’t usually grow mushrooms in a broad way.
For that reason we are going to create our own farm of mushrooms and will be trying to grow
good quality of mushroom in a low cost way. S in that way we can reduce the price of our
chips in the market. In that way we can have the least production cost by which we can offer
the same level of chips quality compared to other companies in foreign countries.

Differentiation Business

An organization utilizing a separation business procedure endeavors to situate itself in the

brains of the purchasers as an organization that gives remarkable items that buyers will pay
more for in light of the fact that they can't discover practically identical items or item
includes anyplace else in the commercial center. Buyers anticipate more from a separated
item and thusly are eager to pay a premium for a separated item. This is valid as long as the
one of a kind highlights of the item increase the value of the item that makes it progressively
significant to the purchaser, regardless of whether an utilitarian element or a part of picture or
notoriety that improves the view of the item. So Walton will be providing the best mobile
phones with best features and also unique style. As the most of the mobile companies are
trying to copy some other valuable company’s design, we are providing our unique design
and features to the people of Malaysia. (Wilkinson, 2019)
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As we know that we don’t have any same food competitors in the local market, but we do
have same product competitors in the market and they are very strong in their way. So to do
something different from them, we have to come up with new ideas. The uniqueness of
product is that it is mushrooms and that kind of foods were never launched in this country.
And also we will be adding some part time store in some important visiting place in Dhaka to
let people taste our product for free for a limitation time so that people can taste our food
before buying and also we can get a proper review from people about our product.

SWOT ANALYSIS

A SWOT analysis is an extraordinarily straightforward, yet integral asset to assist you with
building up your business methodology, regardless of whether you're assembling a startup or
directing a current organization. SWOT represents Strengths, Weaknesses, Opportunities,
and Threats. Qualities and shortcomings are inward to your organization—things that you
have some authority over and can change. Models incorporate who is in your group, your
licenses and protected innovation, and your area.
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Openings and dangers are outer—things that are going on outside your organization, in the
bigger market. You can make the most of chances and ensure against dangers, yet you can't
transform them. Models incorporate contenders, costs of crude materials, and client shopping
patterns. A SWOT analysis composes your top qualities, shortcomings, openings, and
dangers into a sorted out rundown and is normally exhibited in a basic in pairs network. For a
SWOT examination to be viable, organization originators and pioneers should be profoundly
included. This isn't an undertaking that can be appointed to other people.

In any case, organization administration shouldn't take the necessary steps alone, either. For
best outcomes, you'll need to assemble a gathering of individuals who have alternate points
of view on the organization. Select individuals who can speak to various parts of your
organization, from deals and client assistance to advertising and item improvement.
Everybody ought to pull up a chair at the table. Creative organizations even look outside their
own inward positions when they play out a SWOT examination and get contribution from
clients to add their one of a kind voice to the blend.

In case you're beginning or maintaining a business all alone, you can even now do a SWOT
examination. Enlist extra perspectives from companions who know a little about your
business, your bookkeeper, or even sellers and providers. The key is to have various
perspectives. Existing organizations can utilize a SWOT investigation to evaluate their
present circumstance and decide a procedure to push ahead. Be that as it may, recall that
things are continually changing and you'll need to reassess your procedure, beginning with
another SWOT examination each six to a year. For new companies, a SWOT examination is
a piece of the business arranging process. It'll help classify a procedure with the goal that you
start off on the correct foot and know the course that you plan on going.

1. Strengths

§ The main strength of the company is distribution channels. Our distribution

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Channels are very strong; relation of the supplier and resellers is very strong.

§ The product quality is more high comparative to the other competitors, because our main

Ingredients are Mushrooms which is totally new flavor and taste and also work against for
cancer.

§ Because of our good relationship with supplier, reseller and for the good transportation
facilities, our sales will be definitely increase. Our value delivery network is in strong
position. We are having good relation with our suppliers for a longer period of time.

2. Opportunities

§ It’s an available product but some the new version of taste and quality can create a new
change of the customer taste.

§ For the technological changes and advances it’s easier to give any information and
promotional activities to know the product popularity to the people.

§ If the government changes policies then it will be easy to access the product to the market.

§ Availability of the raw materials is increasing day by day which is help to produce more
products.

3. Weaknesses

§ Although the company is new in the market; it has not established a brand or images in the
market yet.
 25

§ Because of the new product and company importer skills are absence here that’s why we
can’t include any internal facilities.

§ For the first time the mushroom is exit in the market that’s why people can’t properly
reliable to the product quality.

§ Financial problem is another weakness of the company like what will be the price Cost and
investment.

4. Threats

§ If government is increase the taxes and the political issues are not favor then it will be the
threats for the company.

§ The product may not be accepted to the people then it will be the great threats for the
company.

§ The product competitor rate is very high that’s why sometimes they are facing many
competing problem, which can be a threats of the company.

§ Company establishment rules and regulation is strict that’s why sometimes to take any easy
decisions are create complicated situations.
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(Smart insights.2017)

Marketing could be a persistently advancing teach and as such can be one that companies
discover themselves cleared out exceptionally much behind the competition on the off chance
that they stand still for as well long. One example of this evolution has been the basic
changes to the fundamental Promoting blend. Where once there were 4 Ps to clarify the
blend, these days it is more commonly acknowledged that a more created 7 Ps includes a
much required extra layer of profundity to the Showcasing Blend with a few scholars going
indeed going assist.The 7Ps demonstrate was initially formulated by E. Jerome McCarthy
and distributed in 1960 in his book “Basic Marketing. A Managerial Approach” (smart
insights, 2017).

The Marketing Mix 4 Ps:

Product - The Product should fit the task consumers want it for, it should work and it should
be what the consumers are expecting to get.

Place – The product should be available from where your target consumer finds it easiest to
shop. This may be High Street, Mail Order or the more current option via e-commerce or an
online shop.
 27

Price – The Product should always be seen as representing good value for money. This does
not necessarily mean it should be the cheapest available; one of the main tenets of the
marketing concept is that customers are usually happy to pay a little more for something that
works really well for them.

Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times,
Social Media are all key communication tools for an organization. These tools should be
used to put across the organization’s message to the correct audiences in the manner they
would most like to hear, whether it be informative or appealing to their emotions.

Marketing Theories - The 7 P's Marketing Mix Model The extended 3 Ps:

People – All companies are reliant on the people who run them from front line Sales staff to
the Managing Director. Having the right people is essential because they are as much a part
of your business offering as the products/services you are offering.

Processes –The delivery of your service is usually done with the customer present so how the
service is delivered is once again part of what the consumer is paying for.

Physical Evidence – Almost all services include some physical elements even if the bulk of
what the consumer is paying for is intangible. For example a hair salon would provide their
client with a completed hairdo and an insurance company would give their customers some
form of printed material. Even if the material is not physically printed (in the case of PDFs)
they are still receiving a “physical product” by this definition.

Marketing mix for Agerikers:

Product: our product is tangible product because; it can be felt, seen and most important it is
eatable. This is what peoples like during snakes time, it would add some health benefit too.

Price: As our country is a developing country , people does not have that much income, and
the younger people are not that much well off in getting money so we are pricing our “mush
crackers” 19 to 49 not more than that as we would make different type of food and flavor so
price would vary along with that. For price conscious customer this price would be
reasonable according to us.
 28

Place – Our product would be available from where our target consumer finds it easiest to
shop. This may be high Street, mall Order, office area, school areas or park areas etc.
distribution channel should be strong enough to reach our potential destination.

People – As it would be a new company in new market place so right people on right
position would be our main concern. Other than that we would focus on our sales person and
regional managers for promotion and sales. Having the right people is essential because they
are as much a part of your business offering as the products/services you are offering.

Processes – Proper connection with customer would bring the customer satisfaction. As our
good is a product so how are they feeling about our product is also a concern for us.

Physical Evidence – Obviously our product does have the physical evidence. As it can be
touch and seen.

Promotion

Here comes the most important part, promotional strategy. When a new product comes into a
market the company’s most important part is to let the general people know about the
product , make them understand they need the product , why they need the product and where
they can get the product. As our “Mush crackers” is a sneaks item. So it should be available
everywhere and we are planning to promote this along with some school, university, park
through Unilever on spot campaign (roadshow) on those places. We are planning to go on
Brac University, recently assigned with campaign on Govt. science school and college, also
on the Dhaka Shishu Park (amusement park). After situation analysis we became able to
known our organization strength, weakness, opportunities and threat present in
environment.The advertisements of us shouldseen across various channels like newspapers,
TV, magazines and other print media. The brand also would good visibility on Twitter,
Facebook, and YouTube. To make it more popular among sports enthusiasts, it sponsors
major sports events to make it popular among the youth. We would like to sponsor in some
travel agency and picnic spot and “International trade fair”also.

All these strategy provides a lot of support in setting of objective. There may be a lot of
marketing objective, some are as follow:
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 Increase market share

 To launch new variety chips with new flavors.
 Increase sale by 50% in 6 month from the launch of public campaign
 Create awareness among target audience. Use excessive advertising especially using
media preferred by the target market.
 Create product belonging and position among buyer’s mind

For more specifically we are planning to implement all the strategies given below:

Advertising: It is any paid form of non-personal presentation and promotion of ideas or

products by an identified sponsor. Objective of any ads is to increase brand awareness. Our
promotional advertisement would be on television and radio.

Public Relations:Sponsoring various agency, sports team, roadshows on educational

institutions etc would have a good relation in terms of public relation promotion.

Sales Promotion:There would be various size of packet if our product is strong enough in
the market, such as family size, couple size and based on that there would less price on each
of them.

Direct Marketing: Based on favorable location we would like to have our selling points
through our sellers on spot.

Awareness and Knowledge: We have various super shops, grocery store, gas sttionsetc buzz
place on cities, so we are planning to bring our product there to let people know as it is in
primary stage. A strong shelf presence obviously would catch customer’s eye.

Liking:we would stimulates positive feelings about our products by maintaining a warm,
customer-centered image on our website, in television ads, in print ads, and in the media, and
by facilitating sponsorship deals with other major brand Unilever.

Preference: In attempting to convince customers that our products are superior to

competitors’ offers, we highlights the high quality of our ingredients , the nutritional benefits
and great taste of the products, and the environmentally friendly practices used in production.

Personal and Non-Personal Communication: Our company would rely on both personal
and non-personal forms of communications to reach customers. In the personal realm, the
company would have teams of sales representatives meet with potential buyers, a YouTube
and Facebook presence, a high market share that facilitates word-of-mouth influence, and
contests like the “Do Us A Flavor” Campaign that create lots of buzz. They also maintain a
non-personal presence by implementing ads in magazines and newspapers, on television,
billboards, signs, and by having an attractive, informative, and persuasive website.
 30

Main aim of our companyto promote and produce high quality chips in different-different
ingredients such as Spicy Bar-B-Q, Cheese, Redchili. This is mostly done to capture youth
attention. We produce chips in different ingredients to capture more market share. Last but
not the least, another important p is packaging. We are concern about it and also we would
focus on flavors and communication. Our new campaign looks forward to creating a smile on
the faces of the millennial consumers.

Competitor’s analysis
Chips are common and famous snacks all over the world. Child to old aged most of the
people likes to have chips. There are many companies who make chips for decays. So we
have a lot of competitors in the market. Most of the chips are made from potato. Our
company has brought a new idea for making chips by using a new ingredient called
“Mushroom”. In Bangladesh still now mushroom chips doesn’t exist. So we are the first
company who will provide mushroom chips in Bangladesh. The name of our chips is “Mash
Crackers”.

For analyzing the competitors, we are following “Differentiation” from Porter generic
strategy.

Differentiation: The business concentrates on achieving superior performance in an

important customer benefit area valued by a large part of the market. (Kotler, Keller, Koshy,
&Jha, 2017-2018)

Differentiation includes making our product different from others by analyzing existing
market, competitors, customers need, availability of raw materials and many other things. In
Bangladesh almost every brand is using potato as the main ingredients of their chips. We
choose mushroom as a main ingredient of our chips which is low in carbs and high in protein
and fiber. It also contains B vitamins. We all know chips is not a healthy snack but we are
trying to make it as healthy as possible. For keeping it healthy we are baking the chips in
oven instead of frying it in oil. So we are using less oil than other brands. Mushroom is
cultivating in Bangladesh that’s why it is easier for us to use it. We are providing 3 different
flavored mushroom chips which are Red Chili flavored, BBQ flavored and Cheese flavored
because different people have different taste. We will distribute our chips in free for
 31

promoting it. People can taste it and give their feedback regarding the taste and quality of
mash crackers. Only we are providing this opportunity.

Recommendation
As we a startup business so we have many room for improvements. First things first we have
to compete our local chips companies as well as foreign chips companies also. So that would
be a problem for us if we can not keep pace with them we would end up in loss. First few
years we do not expect any kind of profit just want to reach break-even point of business. We
have to compete with brand such as Potato crackers, Mr. twist, Sun chips, Pringles, Lays etc
who have already at least a sound share in market so we should be concern on these factors;
Should have strong financial sources for manufacturing and promotion. The Global Potato
Chips market 2019 report includes market size, upstream situation, market segmentation,
market segmentation, price and cost and industry environment. In addition, the report
outlines the factors driving industry growth and the description of market channels. The
report begins from overview of industrial chain structure, and describes the upstream.
Besides, the report analyses market size and forecast in different geographies, type and end-
use segment, in addition, the report introduces market competition overview among the
major companies and company’s profiles, besides, market price and channel features are
covered in the report.
 32

Conclusion

Mushroom is not new to us. We all know the benefits of mushroom. At first mushroom were
grown widely and lived on rotten tree stems in a damp forest. But following the high demand
of mushroom it is now being planted by farmers and they use for medicines as well as and
many kinds of food. People now a days have their own choices and preferences. They are not
only seeking for the tradition types of snacks. Taste flavor and nutrition matters to them.
Mushroom chips could be the new way to much more yummy,healthy mushrooms. The
flavour will be sold in stores. Mushrooms are a smart choice for chips, especially crisp and
flavorful ones that come in our trendy flavours. Our mushroom chips are far better then other
chips. They are a good source of some B vitamins, selenium, antioxidants, fiber and vitamin
D. They provide these nutrients with very few calories and practically no fat. The fat you add
to make them is the good kind, but don't go overboard with it.Worldwide Chips Advertise
giving data such as company profiles, item picture and detail, capacity, generation, cost,
taken a toll, income and contact data. Upstream crude materials and hardware and
downstream request examination is additionally carried out. The Worldwide Chips advertise
advancement patterns and showcasing channels are analyzed. At long last, the possibility of
unused speculation ventures is evaluated and generally inquire about conclusions advertised.
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