Assignment on Marketing Plan

Course title: Marketing Management (HRM-2111)

Prepared by:
Abid Hasan- 202526
Tamanna Akhter- 202532
Maimuna Biswas- 202507
Md. Antor Sarker- 202509
Md. Mehedi Hasan- 202508
Submitted to:
Kajol Karmoker
Assistant Professor
Human Resource Management discipline,
Khulna University.

Human Resource Management Discipline,

Management and Business Administration School,
Khulna University.

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MARK
ETING
PLAN

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TABLE OF CONTENTS:

 Executive Summary

 Situational Analysis

 SWOT Analysis

 Marketing goals and objectives

 Marketing strategy

 Target market

 Positioning

 Marketing mix

 Review and control

 Marketing Organization

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EXECUTIVE SUMMERY
The primary business of Aastha Food & Beverage Co. (AFBC) is producing and selling food and
soft drinks domestically on a Business to Consumer level, based on its innovativeness and skilled
and healthy production and preservation of food and beverages. AFBC focuses on delivering
healthy and quality products to the customer with a great value and thus expand the loyal
customer base maintaining at least 10% sales growth annually. AFBC with 8% total market share
has been successfully maintaining 4 million customers and has a potential customer base of 20
million people.
AFBC holds its advantages in innovativeness, quality assurances and enormous health benefits
of the products that keeps the company’s product one step ahead from others. Our tagline is
‘Drink healthy, live long, live strong.’
After scanning the market situation, we learned two things about the soft drink market. Firstly,
there is a very big market of soft drinks in Bangladesh which is expanding day by day. Secondly,
none of the existing soft drinks are harmless and comes with many health risks. For this reason,
existing soft drinks in the market hold a bad reputation to the aware and health concerned people.
But regardless of the fact that people know existing soft drinks are harmful for our health the
demand for soft drinks is going upward. According to our understandings there is a genuine need
of launching totally organic non-toxic and healthy soft drink. So, we are introducing a new juice
named ‘Kalojira’ under the product line up ‘Puree Organic Juice. The key ingredients of this
juice are Black Cumin Seed and Honey which holds its great reputation for health benefits and
medicinal utilities.
The target customer base of ‘Kalojira’ are people aged 13-70 and specially health concerned
citizens and people diagnosed with chronic pain, diabetes, paralysis, infection, diarrhea and
respiratory and liver related complications.
The mission of our company is – To create a healthier community. The primary goal of AFBC is
to increase sales volume and market share as much as possible within the planning period and
create a strong loyal customer base by delivering great value for the price. AFBC also
concentrates on creating premium brand value and product reputation.
We will be following the ‘Price Leadership Strategy’. Price of this juice will be very affordable
and profit margin is a mere 0.06% in order to increase sales volume to its peak in shortest time
possible
Our company will implement the plan based on a detailed activity-wise execution schedule,
specifying key activities, deadlines for completion, responsibility and budget, whatever required.
We will work toward attaining the goals and objectives through proper implementation of
planning.
We expect a stable annual sales volume of 200 million after 5 years of launch. We hope to gain a
market share of 30% within 3 years of launch and maintain a minimum of 80% loyalty rate by
delivering high customer satisfaction.

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SITUATION ANALYSIS

Company:
Aastha Food & Beverage Co. (AFBC)’s core business is producing and selling food and soft
drinks on a Business to Consumer level, based on high quality maintenance, high-tech and
skilled processing, healthy production and preservation of food and beverages. The main goal of
AFBC is maximizing sales growth and market share by delivering great value to its customers.
AFBC aims to deliver healthy and quality products to the customer with a great value and thus
expand the loyal customer base maintaining at least 10% growth annually. Currently AFBC
holds a consumer base of around 4 million people obtaining 8% of the total market share. AFBC
holds its unique sustainable organizational resources with the strengths in technological
resources and anticipates to spiral the limitation of human resources within 2 months.

Product:
Aastha Food & Beverage Co. produces confectionary foods and soft drinks with the aim of
delivering healthy & nutritious goods and is driven towards offering innovative and healthy
foods and drinks for its customers.
This market plan is based on delivering another quality and healthy soft drink ‘Kalojira’ (a juice
made from the extract of black cumin seed and honey both renowned for its health benefits and
medical utilities) from the product line ‘Puree Organic Juice’ that will fulfill the overwhelming
demand of soft drinks market in Bangladesh and deliver significant value to its customers with a
great pricing and many health benefits.
Customer:
AFBC’s target customers base are people aged 13-70 and every health concerned customers.
AFBC holds a base of 4 million customers and a potential customer base of 20 million people.
Customers directly buy the goods from retailers or distributors and consume it to meet their
hunger and thirst needs. Customers primarily buy AFBC’s product while feeling the need or
want for confectionary food or beverages. Health concerned people buy the company’s product
while maintaining a diet.
Customer primarily select AFBC’s product for its great reputation of quality maintenance, high-
tech and skilled processing, healthy production and preservation of food and beverages. Usage of
100% Healthy and organic Food ingredients and keeping toxic ingredients totally out are major
reasons to select AFBC’s product over competitors.

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Competitors:
According to consumer-based survey on soft drinks market 44% customers prefer PEPSICO
products (25% market share) and 17.7% customers prefer Coca-Cola products (35% market
share). Among the domestic competitors Pran Food and Beverage Co. is preferred by 8%
customers (15% market share) and Globe soft drink is chosen by 1.9% consumers. Where,
Aastha Food & Beverage Co. was preferred by 2% customers (8% market share).
AFBC has the advantage of making 100% organic products and preference of health concerned
customers and aims to reduce competitive threats near to zero by offering inimitable value.
However, medical utility of this juice (‘Kalojira’) will grant a major competitive advantage and
will expand the products sustainability and life span.

SWOT ANALYSIS

The following SWOT analysis captures the key strengths, weaknesses, opportunities and threats
of ‘Kalojira’ from the product line ‘Puree Organic Juice’.

Strengths:
 Contains key ingredients that have outstanding and genuine health benefits.
 Have competitive advantage over the other drinks and beverages companies.
 Customer focus and customer orientation.
 Majorly concerned about hygiene maintenance.
 Fat and Carbo-hydrate free.

Weaknesses:
 Psychological unacceptance about the taste of black cumin.
 Has no loyal customer base yet, as it is a new product under a comparatively new
company.
 Relative scarcity human resources.
 Tight profit margin.

Opportunities:
 As the size of health-conscious customer base is expanding rapidly, ‘Kalojira’ has the
opportunity to capture this large market.
 As none of the existing companies are working on this product concept, ‘Kalojira’ has a
high chance to do well in the targeted market and capture a significant number of loyal
customer base.

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  Demand for healthy and quality products

Threats:
 Competitors with same product-line, having better networking.
 Risk of product-concept imitation.
 Substitutes products.
 Strong competition with concentrated market share.

SWOT Matrix:

Strengths Weaknesses
Health benefits Psychological unacceptence
Competitive advantage No existing customer base
Customer focused Tight profit margin
Healthy Limitations of human resources
Fat & Carbohydrate free

Opportunities
Threats
Expanding market size
Risk of concept immitation
Large number of prospects
Substitute products
Progressive growth
Competitors having better networking
Demand for healthy foods
Difficulty in gaining market shares

MARKETING GOALS AND OBJECTIVES

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Goals:
AFBC has a very clear and measurable goal for the product ‘Kalojira’ under the lineup ‘Puree
organic juice’ based on the product’s strengths and opportunities.
AFBC aims to achieve the goals of gaining a progressive and long-term growth rate of the
product by delivering unbeatable value for the price. AFBC aims to take over 20% of total
market share within 2 years and 30% on the following year. Other goals set by the company
includes- Reaching a stable prospect quantity and Eliminate percentage of lost deals, improve
awareness and increase customer lifetime value, Increase positive product reviews and thus
brand and product value.

Objectives:
 Sales Growth: Maintain a minimum 10% growth rate annually.
 Sales Volume: Accomplish 40-million-unit sales within the 1st year of product launch.
Double the sales volume within the 2nd year of launch. Achieve a stable annual sales
volume of 200 million units within 5 years of launch.
 Profitability: Collect a low profit margin of 0.06% on total amounts of goods sold for
the 1st year as the primary goal of the company regarding the product is to expand
customer base and gain sustainability. After the end of 1st year company will double the
profit by minimizing the costs of promotional activities assuming by then company will
already have established its primary reputation.
 Market Share Improvement: gain a market share of 30% within 3 years of launch.
 Customer: 70% of existing customers of the ‘Puree Organic Juice’ product lineup will
shift to this product (‘Kalojira’) within the 1st year of launch.
Maintain minimum 80% loyalty rate by delivering high customer satisfaction.
 Prospect Objectives: Identify 30 million prospects within the 1st year of product launch.

 Product awareness Objectives: 8 reports on news channel medias about the launch of
the product,10,000 Social media shares or retweets of the product announcement, 50,000
product visits on the website within the 1st month of product launch.
 Product defect: Address all high-priority issues within 24 hours for the first 6 month
after launch.
 Development: Continuing to develop the taste of the product till customers all legitimate
complaints are met.
 Product Reputation: Increase product and brand reputation to a satisfactory level by
offering consumers a great value for the price and consumer lifetime value.

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MARKETING STRATEGY
AFBC will launch ‘Puree Organic juice’ line-up and introduce ‘Kalojira’ in the market by
offering the product at the lowest price available in the beverage market of Bangladesh and aims
to gain a huge consumer market. To successfully achieve that AFBC will use market penetration
pricing, minimum profit, extensive promotion, mass production & expanded distribution. AFBC
will create a strong consumer value in the beverage market of Bangladesh by providing premium
quality health-conscious product while offering lowest price available.
Contingency Plan:
AFBC anticipates a huge price competition and pressure from price leaders of the market. Its
impact will be felt on profitability and the market share. AFBC envisages tight cost controls
consisting of lean organization, long term cost contract with suppliers and efficient use of
resources. AFBC will keep sufficient capital to manage with the due payments and keep
sufficient inventory and storage. In case of contingency circumstances AFBC will reduce cost of
production by mass production, automation, less labor and with a control over value chain to
keep the lowest price available to the market in order to gain consumer growth.
Under the ‘Puree Organic Juice’ line-up of AFBC the product ‘Kalojira’ is innovative and has a
bright future in the segmented market. After the product will reach the target market, AFBC
foresee to be able to capture the most market shares in the beverage market of Bangladesh.

Target
The target market for ‘Kalojira’ juice are health-conscious customers, diabetes patients,
customer from the age group of 13-70 years, people from almost every economic level,
Bangladeshi people, people from every religion. The marketing team of the product concentrate
on customers who are conscious about their own health or health of their family members. There
are people who skip soft drink as they contain fat. Our marketing team will focus on this type of
market. For now, the product will target only Bangladeshi market. As black cumin seed is very
beneficial for the diabetic patients, the marketing team will also focus on the diabetic patients as
target market for ‘Kalojira’ juice. In spite of being a good-quality product, price has been set a
bit lower in order to target the people from almost every economic level of the price sensitive
market. The taste and benefits of the product enables its marketers to target a wide range of
people from different age groups.

POSITIONING

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‘Kalojira’ juice positions itself as an affordable, high quality, beneficial, healthy and nutritious
organic juice. The product would like to be known for its:
 Affordability
 Quality
 Health benefits
 Zero fat containing
 100% organic
 Nutrition

MARKETING MIX

Product: The name of the product is ‘Kalojira’ juice from the product line ‘Puree Organic
Juice’. ‘Kalojira’ juice has significant amount of health benefits. It contains 20% of black cumin
extract, 15% of honey, 50% of water, 5% of electro-lights, 3% of salt, 1% of organic citric acid,
0.5% of food-grade flavor, 2% of vitamins and 3.5% of other ingredients. The product helps
boost the immune system and energy level. It is also useful for asthma, diabetes, weight loss,
high blood pressure and menstrual cramps. The product will be available in 2 different sizes,
they are 250 ml and 500 ml. The product will be available in bio-degradable packaging. The
product validity will be 1 year from its manufacturing.

Price: Aastha Food & Beverage Co. (AFBC) uses the price leadership pricing strategy. As
AFBC is comparatively a new company and it doesn’t have much customer base and it executes
its operations in a price sensitive market like Bangladesh, in order to capture maximum of target
market by providing quality products in exchange of comparatively less price. And so, the
pricing strategy which ‘Kalojira’ juice is going to follow is price leadership. ‘Kalojira’ juice is
priced lesser than the other existing soft drink manufacturing companies. As the price of the
product is lower, people from every economic level can have this healthy and nutritious juice.
The typical price of a 250 ml ‘Kalojira’ juice will be 18 Taka, whereas price of a 500 ml
‘Kalojira’ juice will be 32 Taka.

Place: Aastha Food & Beverage Co. (AFBC) has developed an extensive distribution network as
it is a new company and wants to reach as many targeted customers as possible. Therefore,
‘Kalojira’ juice is distributed to almost all retail outlets, convenient stores as well as
supermarkets. AFBC will use mobile shop in the shopping malls, offices and crowded areas so
that the people can purchase the product easily when they like to consume. We will make our
consumer by value delivery network.

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Promotion: Aastha Food & Beverage Co. (AFBC) uses a variety of promotional strategies to
take its messages to the customers. It uses different types of media for its advertising campaigns.
Media e.g., TV, the Internet, newspapers, and social media have all been used by the company.
The company also makes use of different sales promotion techniques. The company will use
both push and pull strategies for promoting ‘Kalojira’ juice. With the implementation of pull
strategy; advertising media, campaigns, and other promotional activities influence the target
market to search for the product in retail shops, departmental stores and the retailers will demand
for the product to the distributors and the distributors then will come to the company for the
product. With the implementation of push strategy, the company will promote to the wholesalers
and the wholesalers will promote to the retailers then the retailers will promote the product to the
final customers.

REVIEW AND CONTROL:

Our supervising team will review the overall process of the operations on a weekly basis. And
they will control the courses of actions accordingly. We will make sure to maximize the shares
as well as the number of shareholders. To achieve our goals and objectives, there are several
plans we have generated:
 At the very beginning, we will try to collect feedback from the customer on a regular
basis about how the product is working for them.
 These feedbacks will be taken by continuous survey.
 Necessary steps will be taken towards product development and overall outbound
process.
 The quality of the raw materials used in the production process will be checked by our
specialized team of expert.
 Our course of action will change in accordance with the competitors’ approaches towards
the target market.
 We will continuously work on our marketing plan in accordance to the actual product
performance and market’s behavior towards the product.
 We will review our employee performances and follow necessary course of actions to
have the desired quality product with satisfying performance.
 Promotional activities will be reviewed on a weekly basis and adjust our promotional
strategy based on the actual result that we will get from the review.
 We will analyze sales, market share, number of shareholders etc. in every four monthly
and compare the findings with the expected result and adjust the marketing plan
accordingly.

MARKETING ORGANIZATION:

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The marketing organization of our company includes any position that needs to be fulfilled. All 5
member of our team form a marketing organization for our product ‘Kalojira’ Juice-
Chief marketing officer: Mr. Abid Hasan will be the chief marketing officer. He will be in charge
of developing and overseeing marketing strategy of our product.
Community manager: Promoting our connection through the social media, web sites, tv
advertisement to align with marketing strategies, Ms. Tamanna Akther will be in charge.
Sales executive: Mr. Mehedi Hasan set sales goals and develop sales strategies for the
development of the product.
Customer service: Ms. Maimuna Biswas will handle customer queries and complaints, contact
potential and existing customer through phone calls, emails, text messages or in person.
Product development executive: Mr. Antor Sarker will be in charge of the product development
unit. His main task will be analyzing the feedbacks from the customers and develop the product
features accordingly.

TEAM LEADER’S WORDS:

As the leader of group-5, I, Tamanna Akther would like to share our contribution in making the
marketing plan for ‘Puree Organic Juice, Kalojira’. Our team consists of 5 members, they are-
Maimuna Biswas, Tamanna Akther, Abid Hasan, Md. Antor Sarker and Md. Mehedi Hasan. The
executive summary, situational analysis and marketing goals and objectives are prepared by
Abid Hasan. The SWOT analysis, target market, positioning, marketing mix are prepared by
Tamanna Akther and Maimuna Biswas jointly. Antor Sarker has contributed in the marketing
strategy part, whereas review and control and marketing organization have been prepared by Md.
Mehedi Hasan. It was a nice experience working with them in a group. They all tried their best to
make this marketing plan a success.

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