BUSINESS REPORT ON OUR STARTUP COMPANY PACHFORN ENTERING

THE SPICE INDUSTRY OF BANGLADESH

Business communication (BUS251)

Section: 5

Summer 2022

Group: 6

Submitted to:

Ms. Hamida Mosharraf Moniea

Lecturer, Department of Management

School of Business and Economics

North South University

Page | 0
 Contributors

Name ID
Samin Soria Samad 2013668620
MD. Mahin Rahman Saquif 1821131630
Azra Sadia 1811112630
Muhtasim Rahman Bivob 1812509630
Hameda Akter Briste 1911149630
Tanvir Mohammad Sakib 1912233630
Nafiul Alam Polip 1921152630

Page | 1
LETTER OF TRANSMITTAL

Hamida Mosharraf Moniea

Lecturer
Department of Management
School of Business and Economics
North South University

Subject: Submission of Group Project

Dear Ma’am,
We are pleased to present you with the final report on our startup company “Pachforon”. In
presenting this report, we have done our best to include all relevant facts, clarifications, and
business ideology in order with respect to what we have learned in BUS251 course to make our
startup company seem pragmatic and ready to take off in the Spice Industry. Please provide us
any feedback or contact us if you have any questions about the report. Thank you for assisting
and guiding us throughout the course. We are all truly grateful for your kindness and support.

Best Regards,

Md. Mahin Rahman Saquif 1821131630

Muhtasim Rahman Bivob 1812509630

Azra Sadia 1811112630

Hameda Akter Briste 1911149630

Tanvir Mohammad Sakib 1912233630

Nafiul Alam Polip 1921152630

Samin Soria Samad 2013668620

Page | 2
EXECUTIVE SUMMARY

The purpose of “Pachforon” is to establish itself to be the only spice company both nationally
and internationally which offers the most convenient cooking solution. PACHFORON plans to
summon this position by introducing quick and easy recipe mixes and quality spices prioritizing
the taste and preference of millennials. In order to do so our company will target the young &
young-adult population. By knowing their likeability, affordability and food habits through
persistent market survey & research we will plan our marketing strategy. For the time being the
marketing slogan of our company is ‘Pachforon Spice
& Mixes: Your one-stop cooking solution’.

As a startup company our target is to get the word out

about our company and therefore, we will focus more
on making the company renowned rather that earning a
profit at the beginning stage. We will keep our
products low priced and affordable for almost
everyone. Pachforon’s label will promote the product
by using appealing and lucrative images. The label will
include the logo, weight of each package, product
composition, expiry date, cooking directions, consumer
services line, manufacturer's information, and
nutritional information.

To keep up with the changing economic times, Pachforon plans to reduce the amount of product
instead of price. Furthermore, it plans to offer several size packages at varied rates for middle
and low-income customers, allowing everyone to buy according to their budget. The pricing
plan for existing product versions will base on the goal of "Maximizing Market Share” as the
spice market of Bangladesh is extremely competitive and particularly price sensitive as each
change in price prompts an immediate price check response from the rival. Pachforon also aims
to modify its prices with promotional pricing tactics. For example, during the mega sales season,
we will offer 'Buy 1 Get 1 Free, and ‘Special Discounts’ to promote our goods. In addition, we
plan to establish divided pricing which will allow our products to vary according to area and
flavor.

Page | 3
In order to deal with the biggest hurdles of entering the spice industry such as - license, space,
raw material, and machinery requirements (Priyanka Thakkar, 2020), our company has an
elaborative execution plan to ensure them. Other conditions for entering the market and staying
afloat includes, determining target audience, finding solution to the existing market problem,
value creation, potential CRM strategy, regulate distribution, marketing, & packaging strategy.
Pachforon covers all of these areas and aims to create a possible solution which will make the
life of our current workers, friends & family members and most importantly the life of our
consumers effortless and nutritious.

Page | 4
Table of Contents
1. INTRODUCTION...................................................................................................................6

2. VISION & MISSION..............................................................................................................8

3. BACKGROUND.....................................................................................................................9

 Market Condition of Spice Industry................................................................................9

 Preliminary Survey on the Consumers of the Spice Market of Bangladesh....................9

4. IN-DEPTH MARKET RESERACH.....................................................................................16

 Market Analysis.............................................................................................................16

 SWOT Analysis.............................................................................................................16

5. CONSUMER PROFILE........................................................................................................18

6. VALUE CREATION STRATEGY.......................................................................................20

 Marketing Strategy........................................................................................................20

 Marketing Programs......................................................................................................21

7. FOUR P’S of MARKETING.................................................................................................25

 PRODUCT (recipe mix)................................................................................................25

 PRICE............................................................................................................................25

 PROMOTION................................................................................................................25

 PACKAGING................................................................................................................26

8. BRAND DRIVEN INNOVATION.......................................................................................27

9. CUSTOMERS RELATIONSHIP MANAGEMENT............................................................28

 Attracting Retaining Customers....................................................................................28

 CRM Strategy................................................................................................................28

10. PROBLEMS & SOLUTIONS............................................................................................29

CONCLUSION..............................................................................................................................31

REFERENCES..............................................................................................................................32

Page | 5
1. INTRODUCTION
Cinnamon, cardamon, basil, cilantro, coriander, chiles, turmeric, cloves, cumin – these are the
names of some essential spices integrated in Asian culture, especially South Asian culture.
Spices play a vital role in South Asian cuisine for a long time (Pratiksha Sharma, 2022). South
Asian countries such as India, Pakistan, Sri Lanka and Bangladesh are the largest spice
producing countries of the world with each country producing more than 50 types of spices.

We, the Bangladeshi adores colors, tanginess, sweet and savory flavors of our cuisines. Hence
majority of our meals are prepared using various herbs, spices, and flavored mixes. In an
interview of ICE Business Times, Mrs. Nasreen Mansur, an experienced housewife shared ‘I
never found the real flavor and taste in packaged branded spices. But nowadays I hardly have
enough time or energy to buy and process fresh spices’ (ICE Business Times, 2015). The
reason behind her statement could be that powdered spices are convenient to use, and it saves
time and physical efforts for preparing different delicious cuisine. 

Packaged spices appear to be the answer for the busy residents of Dhaka and other urban places.
Even those who have spent the most of their lives processing their own spices the traditional
method appears to be looking for a simpler option. And this has a lot to do with people's ability
to pay. People's lifestyles have shifted as a result of consistent economic expansion during the
previous few decades. Many people have given up some of their perception for the sake of
convenience.

The next generations of our country are now looking for convenience from the word ‘go’. But
the most notable success of the branded spice industry of Bangladesh is converting such
traditional consumers. In a business interview Mizanur Rahman Sinha, managing director
of ACME said, ‘The market is growing since consumers are showing reluctance to go
for traditional systems of processing spices. Use of processed spices is increasing both
in rural and urban areas. Another Square official said, ‘It’s really a big market because
our (Bangladeshi people) food habit is spices based. But the market is still dominated
by non-branded ones’ (ICE Business Times, 2015)

Page | 6
Our startup company “PACHFORON” aims to be a pioneer in the spice market of
Bangladesh utilizing the current opportunity. The marketing tagline of our brand is
‘পাচঁ ফোড়ন: সব রান্না র হাতেখড়ি’ . Our key focus behind establishing the brand is ensuring
quality flavor and taste, eliminating any harmful ingredient and chemicals, and
guarantying peoples convenience by using our products. Pachforon strategize to execute
this vision by incorporating digital media and using numerous activities, events, and
festivals that are now taking place in our country to build traction and keep users engaged
with the brand across all platforms.

Page | 7
2. VISION & MISSION
Our vision is to preserve our position as the industry standard bearer in the international trade of
spices and spice-based products that feature added value, with the ultimate goal of contributing
to the growth of Bangladesh's agricultural exports. To do so, we must preserve the foundation of
our organization, which means making our products as good as or better than those of our
competitors and maintaining an emphasis on quality control. Our goal is to become an
established manufacturer of food items in Bangladesh with facilities suitable for exporting said
goods. To accomplish this objective, we are searching for a venture capitalist. We have set our
sights on achieving a quality that is on par with the very best that our country has to offer. To
accomplish this, we will emphasize the significance of intrinsic quality in each of our products
and services, utilize cutting-edge technology, and keep the motivation level of our workforce at
an all-time high.

Our mission is to delight our customers and maximize value through creative solutions, inspired
employees, adopting technological advancements, and maintaining a harmonious lifestyle with
the surrounding environment.

Page | 8
3. BACKGROUND
Market Condition of Spice Industry
Bangladeshi spices are one of the most used household items in Bangladesh and also
around the world. In fact, according to stakeholders of the Spice Industry of Bangladesh, the
yearly market of both brand and non-brand spices is around Tk 4,000 crore with 2,52,000
metric tons of spices are consumed every year. The estimated market size of packaged spices is
Tk. 900-1,200 crore per year with a yearly growth rate of 15-20%. These packed spices are
replacing fresh spices in Bangladeshi kitchens faster. (ICE Business Times, 2015)

The products are being widely marketed both in the country and internationally backed up by
branding efforts, quality TV advertisements, attractive and quality packaging. According to
Masud Rana, Head of Marketing at BD Group, “The quality of packaging in Bangladesh has
made huge improvements over the years. Yet, if you cannot give quality products, the
consumer will never buy the product again regardless of the attractiveness of the packaging”
(ICE Business Times, 2015)

An in-depth market analysis gives us the picture that domestically branded spices are quickly
capturing the local market. ‘There was a time when local companies used to produce only basic
spices like chili, turmeric, coriander etc. But now-a-days local companies are competing hard
against imported brands marketing mixed spices,’ said Md Habibul Islam, Area Manager,
Retail Operations at Rahimafrooz Superstores. Halim Mix, Biriani Masala, Mezbani Masala,
meat masala, fish masala, chicken masala, and other spices are becoming increasingly popular.
‘These mixed spices have a steady demand all throughout the year, not just during specific
seasons,’ he said. ‘It is not just the mixed spices or major powdered spices, all types of spices,
including cinnamon, cardamom and others are being marketed intact in packages of various
convenient sizes,’ said Islam. (ICE Business Times, 2015)

Preliminary Survey on the Consumers of the Spice Market of Bangladesh

Our main objective of conducting this survey is that we want to introduce a new band of spices
in the competitive spice market of Bangladesh. As we have been assigned to introduce our
product in few limited wards of DSCC, our target audience are the residence within these wards.
The results of this survey will help us a lot in making decisions regarding the type of product we

Page | 9
would like to introduce, how are we going to plan on promoting and distributing the products,
determine the price range and profit margin. Below are the results of the inquires we received in
response to our survey.

A total of 65 participants contributed to the preliminary survey we conducted via online platform
within the wards we were assigned. Majority of these participants were students, with some of
them being job holders, businessmen and employee falling in the age range of 21-30.

We initiated the survey with hope to collecting some demographic information on our customer
base. We determined the social class of our target audience by asking about their occupation, and
family structure. 93.9% people said they were students, among them 36.7% people said they live
in a nuclear family.

The following inquiries were made in order to analyze the market from a bird’s eye view. The
goal behind asking these generic questions was to achieve an understanding over the
affordability, preference, inconveniences in using products of our client base and ultimately
finding a solution to make their lives easier.

At first, we asked our designated customers whether they are a spice lover or not.

In this graph we can see that among the 65 people who responded, 88.8% said they like spices
and 12.2% said they don't. This clearly show that the application of spice in a Bangladesh
household is enormous.

The second question was a bit personal where we asked the individual about how often they
engage in cooking.

Page | 10
 11%

Everyday
25%
Once in a while
Almost never
64%

In this survey we can see that the majority of people can cook. 64% people said they cook,
almost every day, 25% said once in a while and 11% said almost never. The theory behind
asking this question is simple – “The more cooking, the more spices used”. It is also surprising
for us to know that in a time of online food purchases and take outs, people of our age are still
interested in cooking a day-to-day meal.

In the third question we inquired about the type of food our designated customers are interested
in cooking. Their responses are depicted the pie chart below.

11%

Bengali Cuisine: Curry, Lentils,

25% Biryani, Rezala
Western Cuisine: Pasta, Noodles,
64% Pizza
Both Bengali & Western Cuisine

At this point we began to investigate about the difficulties and hurdles of our client base. By
asking them “What holds you back from cooking regularly?”, we got the responses below.

Page | 11
 13%

I don't know how to cook

23% Someone else prepare the food in
57% my house
I am unfamiliar about the amount
of spices used for each dish
6%
I don't get enough time to cook

We can see that 58% participants don’t get enough time to cook which is more than half of the
total participants. The explanation behind such response could be that majority of the participants
being students are unable to arrange enough time to cook regularly. The cooking procedure
taking longer time to complete could be another reason behind the answer.

As we can see, when we asked the respondents about which spice product is used the most at
their house - the majority, which is 38.8% said it is Ready mix spice/curry powder, the second
highest (26.5%) preference were ‘other spices’, the spices could be cardamon, cloves, garam
masala etc. From such response, we can easily say that percentage of people preferring ready
mix over specific spices are much higher nowadays.

At the next segment of our survey, we focus on the representation of our spice product as per the
preference of our targeted customers. By asking them how they prefer the packaging of the
mixed spice to be, we get the following responses.

Page | 12
 4% 6%
26%

Glass Jars
Packeted Products
Open Ended Products
It doesn't matter to me
64%

When asked about the packaging 64% (which is more than half of the total participants) chose
‘packaged products’ instead of glass jars and open spices directly from the market. Glass jars
seems to be the next best alternative chosen with 26% participants preferring it.

Next up, we asked the respondents if they wanted to have “instructions” written on the product
or not. 81.8% people replied in the affirmative. We believe some products require special
directions of usage. On the other hand, it is our responsibility to instruct or warn our respected
consumers about all the safety precautions. This step is essential to make our end product user-
friendly as well as to build customer loyalty.

In the last segment of our survey, our team shed some light in the product distribution area. We
asked our presumed client base where they prefer to purchase their spice products from.

Page | 13
 10%

36%
Local Shops
Super Market/Grocery Store
Open Marketplace
54%

36.6 % people said they prefer buying their spice products from supermarkets, the second
majority said they prefer local shops. The reason for this choice can be easy accessibility.

We then asked our targeted audience “How much do you usually spend on a packet of spice?
(i.e., A packet of turmeric powder)” to determine the product price range to enter the competitive
spice market.

9% 2% 19%

20-40
40-60
60-80
70% 80 or above

Majority of the respondent said about BDT 40-80tk, the second bigger proportion (19%) said
BDT 20-40. After completing a market research we can say that the market price is set by the
biggest competitor of this industry such as Radhuni, Pran, and ACME.

Page | 14
According to the majority of our respondents people usually consume 1-3 packets of one specific
spice each month. The number definitely depends on how many members there are in each
family, and their taste preference.

Our last question was about the brand preference, this question was very important to us as it not
only gives us insight of consumers product preference but also is lets us know who the
competition in the spice market are since we are planning on a startup business. It is very
essential to have a clear understanding of the industry that we are entering. ‘Radhuni’ company
got the highest likes (77.6%) in a massive difference from all the others such as Pran, Shaan
(Pakistani Spice Brand) and other local brands.

Page | 15
4. IN-DEPTH MARKET RESERACH
Market Analysis
The urban population in Dhaka has seen a massive change in consumer behavior over a couple of
years. Coronavirus has just given that a boost and acted as a catalyst for that change. People in
the urban and sub-urban areas are very concerned about what they are consuming. Previously
young people didn’t care about cooking something by their own. Now this phenomenon has
changed, young people started to cook for their own.

If we investigate the market, recently, the Covid-19 pandemic has made people more hooked into
cooking in their home and demand for healthy food has risen like no other. But people are
struggling regarding the spices that are needed to cook Biriyani and other dishes. Moreover, they
are struggling to make the accurate measurement of spices.

The market is changing at a faster rate than ever, and it is the very right moment to tap into it to
gain a strong brand identity.

SWOT Analysis
Strengths:
 The specialized market for independent people
 Healthy and safe
 Convenience for people
 Value-based pricing (reasonable compared to quality)
Weakness:
 Do not have efficient logistics/delivery support.
 Difficult to expand in more areas
Opportunities:
 Differentiated products
 Health-conscious food industry is increasing rapidly.
 The digital order tracking system enables us to see the complete order chain at a glance.

Threats:
 No Barriers of entry for new entrants
 Traffic jams and road conditions.
 Mismanagement in delivery or vendors is a significant concern.

Page | 16
Market Segmentation

“Pachforon” focuses on market segmentation in terms of different characteristics. The concept

of healthy spices at a reasonable price through an instant delivery system is still a rare scenario in
the top-notch corporate neighborhoods such as Dhanmondi, Khilgaon, Motijheel, Malibag, and
Rajarbag. Therefore, we want to market and segment it through price and quality. This is
specifically for all those office goers and university students who prefer something healthy in
their regular everyday meals. This also covers geographic segmentation as because we are
covering high traffic office locations.

Target Market: Pachforon aims to cover cooking essentials to the office goers, university
students, and people who like to stay fit and is looking for budget-friendly healthy meals.

Due to the hectic lifestyle of this city, there is a good opportunity to tap into this segment. Our
business model is designed as B2C. This would mostly include teachers, office goers, and
couples who have limited time in the morning and do not get enough time to make home-cooked
lunch to take into the office.

Psychographic / Behavioral

Attitude (towards the product and the brand): Consumers have a positive attitude towards it
because people want to have something healthy at a good price.

Benefit: Healthy, pocket friendly & convenient.

Perception: Healthy and convenient package of spices is beneficial to the target audience. The
offerings of our brand are not only affordable but are going to be served with the purpose of
helping the brand’s beloved customers to maintain a healthy lifestyle.

Values: There is a market gap for healthy and authentic spice packages for young people. They
hold strong value for nutritious Bangladeshi food and interested to try new dishes as well with a
twist in taste.

Personality Traits: Consumers who prefer an independent and healthy lifestyle

Page | 17
Demographic

Age: 17 years – 37 years and above.

Gender: Both male and female.

Family structure: All sizes and ranges.

Education range: college students, university students, graduate students, Ph.D. holders

Occupation: Students, Entrepreneurs, Service holders, Part-time employees, Full-time

employees

Geographic

Location: Areas to be covered within Dhaka City only

Geographic Area: Dhanmondi, Khilgaon, Motijheel, Malibag, Shantinagar, Jigatola and

Rajarbag of DSCC.

Page | 18
5. CONSUMER PROFILE
The market of Pachforon is segmented based on the followings-

1. Geographic Segmentation: By city and neighborhood

2. Demographic Segmentation: personal attributes such as age, marital status, gender, ethnicity,
sexuality, education, or occupation

3. Behavioristic Segmentation: How people use the product, how loyal they are, or the benefits
that they are looking for.

4. Psychological segmentation: Lifestyle- concern about environment and sustainability.

Page | 19
Geographic Demographic Persona
Area: Urban Age: Psychographic:
 Urban  17-27 Attitude/Feelings- Positive but
 18-37 not highly positive.
Location: Dhanmondi, Income (Monthly): Lifestyle:
Khilgaon, Motijheel,  Mid income group 1. Interactive Party Animals
Malibag, Shantinagar, 10-20k BDT 2. Stay busy with works
Jigatola, Rajarbag. 20-35k BDT 3. Outgoing Socializes
 High income group 4. Rushing Adrenaline Addicts
50-65k BDT 5. Workaholics
65-75k BDT 6. Outgoing Socializes
75k and above Personality traits: Gregarious,
Family size: Authoritarian, ambitious
 Single or Bachelor Preference:
 newly married,  New items on the menu
 Parents and one child  Food from different cuisines
 Low pricing and good quality
combination
Education:  Tasty and high quantity
 Primary level education combination
 Secondary level  Less or no delivery charge
education Values: Intellectual autonomy,
 Undergraduates Mastery, affective autonomy,
 Higher studies after Hierarchy
undergrads Behavioral: Advocates and
Occupation: Pragmatic
 Young professional Volume:
 University student  1-2 times a month
 College student  3-5 times a month
 Politician
 Office going people Benefit: Uniqueness, different
from other food services,
voucher codes
Loyalty Types: Split loyalty,
Brand loyalty
Gend

Page | 20
6. VALUE CREATION STRATEGY
Young people usually don’t have enough expertise on spice measurement. And they don’t know
all of the spices needed to cook various dishes. There is a scarcity of authentic and healthy spice
packages in the market. Also, the price is a factor. The existing players in the market made the
spice industry slightly costly for the young people. The availability also is a challenge. Young
students and professionals using online mediums to consume maximum of their FMCG (Fast
Moving Consumer Goods). But the spices are not mostly available in the online sources. We are
here to fill this gap in the industry.

Marketing Strategy
We will be working on the following marketing strategies to promote our brand and products:

Relationship Marketing: It is very important to build a long-term relationship with our

customers. For this reason, we will use mass marketing, permission marketing and one to one
marketing.

Loyalty Program strategies: The loyalty programs will not always be the same. But our first
program will be those who will order spices on a subscription basis will get a small discount,
which will cut down their delivery charge for one week.

Word of mouth: As it is a new brand good positive word of mouth will increase our brand
image. For this reason, we will try to keep our customers happy and satisfied through our product
quality, service, and some extra marketing programs. In this way, they will say good things about
us and recommend our brand to others.

Sense Marketing: Visuals and Verbal Identity: Color, Logo, Brand name, design, package,
online pages Communication: advertisement, promotion.

Focusing on review sites: To keep sustainability in the market we will use this strategy. We will
be keeping an eye on the different food review sites, if we get any negative feedback, we will
apologize for that and will try to make necessary change accordingly.

Internet Marketing: We will be very careful with the post, contents, and video we will be
uploading on the internet. We will try to make our promotion on the internet as attractive and

Page | 21
informative as possible. To increase followers, we will also promote our page. We will make
sure that our website will be enough users friendly and useful.

Referral Marketing: We will keep contact information of our subscriber and contest winners and
then we will notify them about our discount, offer, and other necessary messages. We will make
sure that we will not annoy them with lots of messages. This strategy will help u to reach our
customers and build a strong relationship with them.

Marketing Programs
Promotional Mix:

We’ll make maximum output from the promotional mix of our brand. We’ll not only create
brand awareness but will also educate people about healthy spices.

Digital Marketing

 Social Media Marketing: social media will play a vital role in building the brand image.
We’ll strongly maintain our social media presence to create brand awareness.
 Facebook: On our Facebook, we will post a picture of our spice packages, online
promotional contents, and awareness contents regarding hygiene maintenance, nutritional
information & calorie count. If possible, we will post review videos by famous food

Page | 22
 reviewers like Rauslan from Ruslans studio, RJ Tazz, and other marketing influencers.
We want these influencers to review our brand because they lead a very health conscious
and their lifestyle matches with our USP. Our customers will also be able to
communicate with us through Facebook.
 Instagram: On our Instagram page we will also post promotional content & spice
pictures on our Instagram page. Customers will get regular updates from our page. We’ll
try to build sponsorship with different Instagram influencers.
 Snapchat: To float our online video content we will also use this platform. We’ll create a
business page in Snapchat.
 YouTube: We will go for short ads on YouTube to attract our customers.
 Search Engine Optimization: On the search engine we want our page to be one of the
top options when our customer will search for paying a visit. We will be present in
different social media sites. If the site appears in the search list frequently, we will be
able to grab our target customer’s attention. We’ll also list our brand in Google My
Business.
 Website: “Pachforon” will have a website where necessary information regarding the
brand will be posted; we will also post our concerns and care regarding the Covid-19
situation. It will show how much we care about our customers as a brand. It will be
developed accordingly. The website will be attractive and user friendly.
 Print Media: Print media is an effective way to reach our target customers. There are
different kinds of print media, but we will use some of them to gain our customer's
attention.
 Brochure: We’ll distribute brochures by our salesman, outside the fitness centers,
offices, universities, etc. of our targeted and nearby areas of Dhaka city where we will
deliver our services. At the time of the morning and evening, our salesman will distribute
brochures to our target people in different areas.
 Newspaper: While going to the office in the morning people usually go through the
newspaper. So, we will do advertising in the newspaper with an interesting visual and
content to grab the attention of our target group.

Page | 23
Direct Marketing Program

We’ll use different forms of direct marketing to portray our brand towards consumers.

 Tele Marketing: We will have a personal number where will be able to discuss anything
related to our service. If any of our customers want help with the subscription process, we
will personally help them in this process.
 Email: Through Email, we will send necessary promotional messages to the customers,
who will prefer us to give their email. Our customers can also communicate with us
through email
 SMS: We’ll try to send a short & precise promotional message once or twice a month
regarding our offers, safety, fitness, etc. to our loyal customers. We will take our
subscribed customers' contact number.
 Public Relations: We will go for PR events to maintain a positive reputation of the brand
and maintain a good and understanding relationship with our customers. Considering the
present situation, we will sometimes go for virtual interviews with our interested
customers. In this way, we will able to get their feedback properly and also will try to
convince them about the benefits they will get from our products. We will also arrange
different contests to build a relationship with the public. We can sponsor online cooking
show at a minimal cost. We’ll send free spice samples to the popular influencers; they
will spread positive word of mouth for our brand. We will take participation in solving
some social problems like distributing lunch boxes to poor families and children, now
many people are not being able to meet basic needs due to financial problems. During the
month of Ramadan, we will give a lunch box to the unprivileged people. We will let
people know that we will try to be beside the society according to our capability in
difficult situations.
 Sales Promotion: Sales promotion is the most important method to increase a company’s
growth. Healthy Delight will focus on some kinds of sales promotion to increase its sales
volume.
 Discounts: In Pachforon’s Facebook page every Friday night we will post a random
name like Sadia, Rafi, Shumi, etc. And the person whose name will match and will

Page | 24
 respond at first will get a 30% discount from us if they order within 1 week of name
revelation. The first five people who will respond at first will get the discount. We will
run this discount offer for a few months.
 Contest: We’ll run a photo contest on the social media platform like Facebook,
Instagram. The customers will upload the picture of the dish they cooked with our spices
with the hashtag of #Pachforon, #Photo Contest. We’ll post the winner's name through
our Facebook & Instagram page. The best 3 photos will be rewarded. They will receive a
gift bag from us.
 Loyalty Program: We’ll treat our loyal customers especially. For every month's
subscription, our customers will get 10 points, after collecting 100 points the customer
will get a coupon for a 1-week free delivery charge.
 Birthday Surprise: People love surprises, surprise in birthdays even more special.
Pachforon will give free lunch or breakfast boxes to the monthly subscribers if they have
their birthday on that specific month. The customer must submit any copy of any ID card
to prove his identity. For example, Israr Nabila was born on February 26, 1998. She will
get a free lunch or breakfast box from us according to their preference.

Support Media

Transit advertising: Pachforon will implement transit marketing to gain the attention of the
customers. We’ll install sticker ads on the exterior of Buses, microbus, taxis. For example, we’ll
attach stickers of our logo on the backside glass of cars. We’ll also install sticker ads on the
Green Dhaka & Gulshan Dhaka Buses by doing a partnership with the bus company.

Page | 25
7. FOUR P’S of MARKETING
PRODUCT (recipe mix)
Entrepreneurs must expand their product line. The most straightforward strategy
of expanding spice business is to expand product line. Many spice businesses stock necessities
like peppers, cloves, cumin, and so on. However, by expanding the selection to include hard-to-
find spices like ground galangal, nigella seeds, green cardamom, and others, we may attract a
new layer of customers while simultaneously increasing revenue from our current customer base.

The products of Pachforon are the most essential component of the marketing mix. Our products
should be our finest marketing tool. The spice industry should be knowledgeable about a vast
variety of spices. Pachforon comes in four flavors: Biriyani Moshla, Chicken Masala, Gorur
Mangsho Masala, and Kalo Bhuna Masala. Our company aspires to keep its consistency in
quality and supply the greatest quality spices to consumers in order to meet their needs and
desires. Furthermore, basic spice is a commodity with little potential for adding value. As a
result, we will add value through packaging by introducing handy jars. We also intend to
introduce more spice varieties.

PRICE
Pachforon believes in supplying high-quality, hygienic products to its clients and charges a
premium for its products. Our company's goal is to keep our prices competitive and constant. We
will not allow competitors to establish a significant pricing advantage. In addition, we will keep
our prices competitive with other spice providers. Due to the ease with which clients compare
costs and tend to switch brands, or even from branded spice to open spice, we must be mindful of
the pricing of both open market and other brands. Pricing should be set in such a way that
customers are happy and believe they are getting more and better for their money.

PROMOTION
Since existing brands have few distinguishing features, we must employ a combination of
intellectual and emotive strategies to engage with customers. We must establish a reputation for
high-quality products while also communicating effectively with clients. The following should
be our goals when advertising our brand:

• A safe and high-quality component that combines classic flavor with a healthy lifestyle.

Page | 26
• Utilizing rational and emotional appeal, encourage consumers to rely on Pachforon and choose
the brand because of its low price and high quality.

• Raise awareness of the benefits of using Pachforon in food preparation and attract new
customers.

The following are the measures we want to take in order to meet the promotion objectives:

• A consumer promotion offer will be offered to provide customers with additional value for
their money. This will use 10% of the overall promotional expenditure.

• Print media will get 20% of the overall budget to assist the launch of the new product.

• Since spices are easy to send to faraway regions, a strong internet marketing effort might
possibly improve revenues. We will engage a reputable marketing firm with a portfolio of
successful web marketing campaigns. Approximately 40% of the entire expenditure will be spent
on internet brand promotion. The brand name will be pushed through internet ads and content
enhancement.

• For mass promotion, we would target festivals such as Ramadan, Eid, Pooja etc. As a startup,
20% of the budget will be spent on festival promotions.

• Public relations may be a low-cost strategy for a spice company to generate new revenue.
Nowadays, everyone appears to be a foodie. We will capitalize on the cuisine trend by adopting
public relations methods to establish ourselves as the regional spice leader.

PACKAGING

Page | 27
Customers make purchasing decisions in a matter of seconds, and the next Spice bundle form
plays a very important role in this process. The brand narrative is reflected in the shading, textual
style, text situation, content, slogan, and descriptors. We will present several package styles for
various product groups. Different unique taglines for different spices will also catch the
customer's attention. The specifications are as follows:

PACHFORON’S PACKAGING PLAN

25 gms Sachet pack with primary packaging

50 gms Primary box packaging

100 gms Economy box packaging

8. BRAND DRIVEN INNOVATION

Brand Driven Innovation refers to a new approach of thinking and implementing innovation.
Pachforon wishes to showcase Bangladesh's traditional spice flavor and will always demonstrate
and strive on innovation. The Company's vision emphasizes innovation as well as healthy and
safe products. Pachforon intends to expand further after dominating the market and gaining
devoted clients.

Pachforon intends to employ cryogenic technology to pressure flavor, texture, and scent in order
to assure bacteria-free goods. The aluminum foil packaging, often known as V-Lock freshness, is
another example of Pachforon's brand-driven innovation.

Page | 28
9. CUSTOMERS RELATIONSHIP MANAGEMENT
Attracting Retaining Customers
It is very important to retain customers. Customer retention can increase the profit margin of any
business. It is also very important for loyal customers to have a positive and valuable impact on
the business. There are various useful methods for retaining customers. For example, if we
provide the customers with an excellent service and our products are up to their satisfaction, it
will allow us to retain more customers.

Some retention tactics for our company:

 Word of mouth
 Rewarding loyal customer with gifts and special discounts
 Build customer trust and long-term relationships (7 Customer Retention Strategies That
Still Work, 2022)
 Leverage our customer data (7 Customer Retention Strategies That Still Work, 2022)
 Giveaways
 Discounts
 Social media
 Online advertising

CRM Strategy
It is the combination of strategies, practises, and technology used to grow the business. The aim
of CRM is to improve business relationships to grow the business. It increases the relationship
between the customer and the seller. It helps us to maintain the relationship with our customers.
The main key of customer relationship management is communication. Sellers and customers are
both important to each other. Without maintaining a good relationship with the customers, no
business can retain customers and make profit in the market. We are also trying to follow all the
laws of CRM strategy. Our spice company provides exceptional personal service to the
customers. Customer satisfaction is our main goal. Our customers can easily contact with our
owner. Sometimes they face many problems. They can contact us via telephone, e-mail, social
media pages, etc. We try to reply as soon as possible. We also ask for their feedback. If we get
any negative feedback, then we try to solve it. We provide discounts on special occasions like

Page | 29
pohela baisakh, weeding seasons, etc. We try to make a unique packaging for our spices. Our
company offers a personal customization option for our loyal customers. (Ivana Vnučec, 2019)

10. PROBLEMS & SOLUTIONS

Our target customers are the millennials and the youths. We all know the fascination of Asian
people with spicy foods. Mostly we like to have food with colorful spices on it, but our young
generation doesn’t like to follow the traditional style while cooking. They prefer instant masala
and spiced herbs to cook with instead of having specific spices to measure and cook with as it's
less time consuming. As per the result of our survey we have found that in recent time our target
customer base prefers to cook western foods over local foods. Especially while cooking, they
like to do experiments on cooking different types of foreign foods for example: noodles, pasta,
ramen, pizza, lasagna etc. But with the help of our online survey, we have also found that two of
the common problem they all are facing while cooking regularly are as follows:

1. Not having enough time to cook regularly

2. Difficulty in using the correct amount of spice used for each dish

So, if we as a startup company in this overly competitive industry want to capture the mass
audience, we need to find a solution to this problem.

Another major problem weighing this industry down is the spice found in the local market
includes lead and other hazardous elements which can brought major health risk for the
consumers. According to the “Analysis of Spices Available in Local Market in Bangladesh
Using Ion Beam Analysis” it is found that the spices we use such as turmeric and chili powder
contains phosphorus, sulfur, zinc and other harmful chemicals which are highly challenging for
health and could lead to serious health problems. (Shirin Akter, Rajada Khatun, M. Monjur
Ahasan, Md. Joynal Abedin, Md. Fakhar Uddin, Ashrafun Nahar Monika, 2016)

Our company “পাচঁ ফোড়ন” has realized that if we are able solve these deeply-rooted problem of
the spice industry and help to achieve a healthy and easier solution, we can capture the mass
audience and slowly become the next best alternative spice company to the best one. Few of the
solution we can offer are given below:

Page | 30
As it’s a start up, we need to always focus on what are the needs of our customers and what can
we do fulfill them. For that, we could give them instant spice mixes for variety of foods ranging
from local to western food so that they don’t need to be careful about the measurements of the
spice.

 One of the major hacks a startup company can perform is always being mindful about its
competitors. We must keep in mind what kind of services our competitors are not
fulfilling and most importantly what will make the differences between our services with
others.
 Firstly, we must maintain the quality of our product. We will provide an organic and
fresh premium quality product. Secondly, we will always try to think in ‘YOU’
perspective. We need to keep on searching and finding for “What is best for our
customers? And why?”
 As our main target is mass people but mainly, we are focusing on youths for growing our
business. We can make sample products and give free trials to higher school, college, and
university students. We can take marketing inspiration from ‘Nestle’ regarding this type
of promotion.
 Startup business barriers such as working labor issue, market credit, packaging leakage
are some of the other major issues we need to deal with. Proper ventilation and masks
should be provided. Credit market should be regulated, previous debts should be paid for
minimizing risk. Since hand-made packages are used, the spices should be double or
more wrapped for preventing leakages.
 Last of all, since we are prioritizing the health of our presumed customers, therefore, we
have to put their health first. Our target customers are younger people, and naturally they
prefer healthy foods. We will provide them with spices that will eliminate the chemically
hazardous products. In recent times there are many health-conscious personalities
promoting products which are organic and well suited for the human body, we can send
them the PR and request them to promote our products for the greater benefit.

Page | 31
CONCLUSION
People in the industry are quite optimistic about Bangladesh's spice market. They believe the
market has a lot of room to develop. They see an enormous packaged spice industry all the way
down to the most remote rural areas. 'The spice sector, and even the processed food industry in
Bangladesh, has so much potential that even if several more companies enter the market, the
market will still be able to accept them,' believes Masud Rana of BD Group. There was a time
when there were just a few brands on the market. Radhuni, Pran, Rani, BD, Fresh, Rupchada,
and many other brands are now available. Bishwajit Roy, business manager of ACI Foods,
believes that more companies entering the industry will help to expand it (Sohel Parvez, 2008).
Many corporations have now recognized the market's potential. However, industry experts
believe that entrepreneurs in this region should abandon the idea of producing more profit with
less investment.

Although there are some barriers, packaged spices industry has created employment for many in
various stages of quality control, processing, packaging, transport, marketing, advertising, and
other areas. The impact of all these on the economy is significant.

By putting together all bits and pieces such as determining a business plan, researching the
market, considering how it will be sustainable, by keeping all our checks and balances in order
our company Pachforon looks forward to taking a step out in the competitive spice industry of
Bangladesh. We as entrepreneurs believe that if we can make these daunting tasks seem more
like hills to overcome rather than mountains, we will be successful in our venture undoubtedly.

REFERENCES
Page | 32
7 Customer Retention Strategies That Still Work. (2022, February 15). Retrieved from
Formation: https://formation.ai/blog/7-strategies-for-customer-retention-that-really-work/

ICE Business Times. (2015, February 1). Spicy Concoctions. Retrieved from ibtbd.net:
https://ibtbd.net/spicy-concoctions/

Ivana Vnučec. (2019). 10 Ways to Attract and Retain Customer for Your Small Business.
Retrieved from Paldesk: https://www.paldesk.com/10-ways-to-attract-and-retain-
customers-for-your-small-business/

Pratiksha Sharma. (2022, April 19). The use of spices in South Asian Cuisine. Retrieved from
Cooking24h: https://cooking24h.com/2022/04/19/the-use-of-spices-in-south-asian-
cuisine/

Priyanka Thakkar. (2020, January 04). Complete Guide to Start Spice Business. Retrieved from
Designer People: designerpeople.com/blog/guide-start-spice-business-india/

Shirin Akter, Rajada Khatun, M. Monjur Ahasan, Md. Joynal Abedin, Md. Fakhar Uddin,
Ashrafun Nahar Monika. (2016, September). Analysis of Spices Available in Local
Market in Bangladesh Using Ion Beam Analysis Technique. IOSR Journal of
Environmental Science, Toxicology and Food Technology (IOSR-JESTFT), 44-47.

Sohel Parvez. (2008, March 16). Processed spices market heats up. Retrieved from The Daily
Star: https://www.thedailystar.net/news-detail-27928

Page | 33