Report Title - MARKETING PLAN (YOGURT)

Submitted to - Nilufer Yasmin (NYM)

Lecturer at North South University

Course Name - Introduction to Marketing (MKT202)

SECTION-21

Submitted by - Group 4 (IDEA COVE)

Submission Date – 4th June, 2023

Word Count- 2,486

Name ID
Zunaid Ahmed 2233080630
Maria Rahman Momo 2231397630
Zaima Tasneem 2232757630
Tasmim Khan 1010562030
Sadia Islam Talukder 1911478630
 Table of Contents

EXECUTIVE SUMMARY ...................................................................................................... 1

CURRENT MARKETING SITUATION ................................................................................ 2

SEGMENTATION, TARGETING AND POSITIONING ...................................................... 3

SEGMENTATION ............................................................................................................... 3

TARGETING ....................................................................................................................... 3

POSITIONING ..................................................................................................................... 4

MARKETING MIX ................................................................................................................. 5

PRODUCT ........................................................................................................................... 5

PRICING STRATEGY ...................................................................................................... 10

PLACE ............................................................................................................................... 11

PROMOTION .................................................................................................................... 13

ProBitey X Bangladesh Gym Campaign ............................................................................ 15

Television Commercial: ..................................................................................................... 18

FINANCIALS ........................................................................................................................ 21

RECOMMENDATION .......................................................................................................... 23

CONCLUSION ...................................................................................................................... 23

APPENDIX ............................................................................................................................ 24
 EXECUTIVE SUMMARY

This plan is presented for Dairy Grove’s product ProBitey. A convenient product, which is a
delicious and nourishing combination of creamy yogurt and crunchy granola, carefully
crafted to provide a wholesome snack option to an audience that leads hectic lives and
prioritises their well-being. This presents a significant market opportunity for a convenient
and nutritious snack option that saves time while offering a healthy alternative to traditional
snacking options. The plan showcases the value that will be delivered to the customers such
as the packaging designed with convenience in mind, ProBitey offers a hassle-free, portable
packaging, and allows professionals to enjoy a wholesome and satisfying meal wherever they
are. ProBitey will achieve its goal of becoming a preferred option for a healthy snacking by
implementing an effective marketing strategy to reach the target market. This will include the
plan to execute the three crucial promotional tools and the step by step understanding of
storage and shipment (Marketing Mix) to ensure wide accessibility to our target consumers,
by leveraging various distribution channels. With an efficient production process and pricing
strategy, ProBitey is expected to achieve profitability and capture a significant market share
within a reasonable timeframe.

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CURRENT MARKETING SITUATION

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 SEGMENTATION, TARGETING AND
POSITIONING

SEGMENTATION

Segmentation is a crucial step in identifying distinct consumer groups that share common
characteristics and needs, the preferences of our target audience. The following segmentation
variables are relevant for ProBitey:

Demographic Segmentation:
• Age: Young adults (18-45 years old) and professionals with busy lifestyles.

• Income: Upper Middle to Upper Class with disposable income for quality snacks

(above approx. Tk. 45,000 per month)

• Occupation: Office workers, professionals, and individuals with limited time for food

breaks.

Psychographic Segmentation:
• Health-conscious individuals seeking nutritious and convenient snacking options.

• Individuals who prioritize a balanced diet and are willing to pay a premium price for

quality products.
• People who value time-saving solutions and convenience in their daily routines.

TARGETING

Based on the segmentation analysis, the primary target market for ProBitey is:
• Middle to upper middle-class individuals aged 18-45 with busy lifestyles.

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 • Office workers and professionals who have limited time for food breaks.

• Health-conscious individuals who value nutritious and time-saving snacks.

POSITIONING

Positioning involves developing a unique value proposition that sets ProBitey apart from
competitors and resonates with the target market. The key positioning elements for ProBitey
are as follows:

Health and Convenience:

• Emphasize the nutritional benefits of ProBitey's yogurt and granola combination.

• Highlight the time-saving aspect, making it an ideal snack for busy professionals.

Premium Quality:
• Communicate the use of high-quality ingredients and the commitment to superior taste

and freshness.

Customization:
• Emphasize the flexibility and customization options by allowing consumers to control

the granola-to-yogurt ratio, catering to individual taste preferences.

Portability:
• Highlight the snack's convenient packaging, making it easy to carry and consume
anywhere.

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 MARKETING MIX

PRODUCT

ProBitey is a convenience product as it is a ready to eat product and does not require any
prior preparation, while it’s tightly sealed packaging makes it portable and convenient for
white collar customers. Furthermore, it is not too expensive thus being affordable grants it the
status of a convenience product. The Core Customer Value is they are really purchasing a
pathway to a healthy and convenient lifestyle to accommodate their busy life.

Actual Product

Brand Name and Mission - Dairy Grove; A modern dairy company that lies on the
foundation of sustainable farming and supporting the local dairy farmers to promote an active
and healthy urban lifestyle among its customers.

Fig 1: Brand Logo

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Features - Low-Fat Greek yogurt, which the milk sugars have been extracted and replaced
by active yogurt cultures. A unique innovation where the product is milk sugars are filtered
without any GMO methods. The granola consists of rolled oats and is topped you roasted
cashews and almonds to create the ultimate crunch in every bite.

Packaging and Design -The bioplastic we use is distinctive from our competitors, which is
sourced from renewable sources rather than plastic. The tamper evident seal ensures that
ProBitey stays intact on the go. Attached to the seal is an origami, foldable spoon that is
compostable and fits into the compact packaging. Our label is in modern typeface format and
was designed by our in-house designers.

Fig 2: Front Label

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Fig 3: Digital Prototype

Fig 4: Front Label

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Fig 5: Nutritional Facts

Fig 6: Origami Spoons

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Quality - Our products are non-GMO and have been sourced from local farms where daily
quality checks are ensured leading to ProBitey being a premium quality product. All
sweeteners and ingredients are naturally sourced with the packaging being an
environmentally friendly and sturdy innovation.

Augmented Product

After-Sale Service - The packaging consists of a 24/7, toll-free contact (09613-820202), in

case of any emergency’s regarding the product’s quality and to answer any queries of the
customer.

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PRICING STRATEGY

As per the products’ PLC it is in the Introductory stage and it is a new product in the Dairy
market thus initially promotional pricing strategy is suitable. To gain market share by
providing short term sales promotions such as BOGO offers to attract as many new customers
as possible.

A value-added pricing strategy will be appropriate for our product in the latter stage as it is
a premium product, it is essential for the product to be price higher to cover the cost of
organic, high-quality ingredients. The scarcity of granola combined with yogurt products and
the high demand for low portable snacks gives an opportunity to add more value.
Furthermore, the innovative packaging and placement at high-end supermarkets can be
placed at a premium price and even adding new flavor combinations creates a window to
increasing the price to add value.

Pricing Terms

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PLACE

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 Fig 7: Vertical Marketing System at Dairy Grove

Dairy Grove utilizes selective distribution as it’s channel design, as ProBitey is not
available at all possible outlets but at 5 different high-end grocery stores excluding branches.
The usage of a Vertical Marketing System (VMS) ensures that all its value delivery
network is unified so that the efficiency of the production and distribution can be faster.

In the introductory and growth stage, ProBitey will only be sourced to high-end retailers such
as Unimart, Wholesale and Dhali and E-commerce websites and applications such as
Foodpanda(Pandamart) and Chaldal. Each of the outlets of these stores will give us access to
the targeted white-collar customers. Lastly, we will place ProBitey in the first compartment
of the refrigerators placed near the checkout counter at high-end supermarkets, thus during
the tedious time at the cash register, our new product might capture their attention. This
placement can be made by giving the retailers a promotional allowance. If the store does not
possess a refrigerator near the checkout counter, we can also provide them a single door
refrigerator to only showcase our product.

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PROMOTION

Dairy Grove has utilized three promotional tools using the pull strategy which have been
discussed in detail in the creative strategy. The campaigns leverage social media marketing to
reach targeted customers while a TVC has been curated to reach out to the widespread
audience to create brand awareness and lastly a reward-based campaign will be conducted to
pique their interests.

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CREATIVE STRATEGY

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ProBitey X Bangladesh Gym Campaign

The creative concept is that Dairy Grove will be announcing its latest collaboration with
Bangladesh Gym, a well-known fitness center in the country. Together, they are launching an
exciting campaign (contest) to promote a healthy lifestyle and encourage consumers to make
mindful choices. As part of this campaign, one lucky buyer in a thousand of Dairy Grove's,
ProBitey, will have the chance to receive a 6-month package along with a membership to any
branch of Bangladesh Gym, completely free of cost. This campaign aims to inspire
individuals to nourish their bodies and achieve their fitness goals. As this campaign is
targeted towards health-conscious individuals with a healthy lifestyle a lifestyle execution
style is most appropriate here.

Campaign Details:

ProBitey Promotion: During the campaign period, every purchase of ProBitey offers
customers a chance to win a fantastic prize. One lucky buyer in every thousand will be
randomly selected as the winner. This creates an exciting element of surprise and encourages
more individuals to try ProBitey, knowing they might be the fortunate recipient of a 6-month
package at Bangladesh Gym.

Collaborative Branding: Both Dairy Grove and Bangladesh Gym will leverage their
respective brand identities to promote the campaign. The campaign's visual elements,
including posters, social media graphics, and advertisements, will feature the ProBitey and
Bangladesh Gym logos side by side, highlighting the collaboration and reinforcing the
message of leading a healthy lifestyle.

Social Media Engagement: Social media platforms will play a crucial role in spreading
awareness about the campaign. Dairy Grove and Bangladesh Gym will launch joint social
media campaigns, encouraging users to share their experiences with ProBitey and their
fitness journey. Participants can use the campaign's official hashtag to connect with others

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who are embracing a healthy lifestyle, fostering a sense of community and support. Social
Media engagement and Collaborative Branding will aid in the early stage of buyer
readiness to make the customer aware of the product and its campaign.

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Fig 8: Campaign Announcement Post

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 Fig 9: Campaign Announcement on Instagram Page

Influencer (Opinion Leaders) Partnerships: To expand the reach of the campaign, Dairy
Grove and Bangladesh Gym will collaborate with influential fitness enthusiasts and nutrition
experts. These influencers will share their personal stories of maintaining a balanced diet and
exercise routine while incorporating ProBitey into their daily regimen. Their testimonials will
inspire and motivate consumers to adopt healthier habits. The testimonials will solidify their
preferences in the MID stage of the buyer’s readiness.

In-Store Promotions: Dairy Grove will set up attractive displays in participating retail stores
to promote ProBitey and the campaign. Eye-catching posters and Point-of-Purchase
communications will showcase the collaboration with Bangladesh Gym, emphasizing the
chance to win a 6-month gym package. Additionally, product packaging will include stickers
or special codes that customers can use to enter the contest online, further increasing
engagement.

Winner Announcement and Celebrations: After the campaign period, Dairy Grove and
Bangladesh Gym will announce the lucky winners through their social media channels and
official websites. The winners will receive personalized congratulations messages, along with
instructions on how to redeem their 6-month gym package and membership. The
announcement will be accompanied by a celebratory event, where winners will be invited to
share their stories, inspiring others to prioritize their health and well-being.

By combining the deliciousness of ProBitey with the fitness expertise of Bangladesh Gym,
the campaign inspires individuals to make better choices for their overall well-being. As the
winners enjoy their 6-month gym package, they will be motivated to embark on their fitness
journey, reinforcing the campaign's core message of "Eat well, Be well." Through engaging
social media content, influencer partnerships, and in-store promotions, Dairy Grove and
Bangladesh Gym strive to create a community that supports and uplifts each other on their
path to a healthier.

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Television Commercial:

Message Description
The TVC starts with a white-collar individual running late for her meeting, wondering how
she will be able to grab a meal with this short time. She then becomes aware of an activation
booth displaying ProBitey at her office (Anwar Telecom). In this setting there is a sales
representative who persuades the customer into purchasing ProBitey. The customer than
proceeds to try and conveniently finishes the snack right in time for her to attend the meeting.

Message Content
Here a rational appeal has been conveyed to the customer, which acts upon their self-
interest to be able to grab a quick snack, which is healthy and fulfilling at the same time. Our
message “Eat Well, Be Well” and message, conveys our aim to prioritise health. “Packed
with protein from fresh, high-quality dairy sourced from local farms, and a gust of energy
from a blend of roasted granola., the finest almonds, and cashews.” choice signifies the
premium quality of the ingredients that the customer will receive.
The character in the TVC reaching their meeting on time assures the customer that ProBitey’s
quick and convenient consumption is one of its benefits that will be of value to them. The
TVC campaign can be categorized into informative advertising as it highlights the benefits
of the product and informs the customer about the new product. The execution style of the
TVC is of slice of life as it features the ‘Typical’ fast paced, busy day of a working individual
which makes the advertisement relatable to the targeted customers.

Message Structure and Format

The TVC features a one-sided argument, where the qualities and strengths of ProBitey have
been put forth to persuade the customer. It is a television commercial edited from a video
which utilizes upbeat background music to convey the fast-paced, urban lifestyle the product
is trying to uphold. The distinct pastel colour of the packaging and the keen description of the
organic ingredients, signifies the premium quality of the ingredients that the customer will
receive.

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Advertising Media
The reach of our advertisement is set to at least 60% of the targeted audience will view
the commercial within the first two months of the campaign and the average frequency of
exposure is three times. Furthermore, the impact of choosing television and YouTube as
media allows the customer to fully visualize the product. The choice of media vehicles are
television channels such as Channel i and ATN Bangla to get maximum reach among the
masses, whereas our YouTube advertisements will aid in reaching the younger demographic
who are in their 30s. Not to forget that these media choices are of non- personal
communication channels (broadcast) as the message is carried without any personal contact.
Lastly, the media timing is based off of seasonality, highest number of adverts will be
aired during January (Post New Year) as most customers are likely to be motivated to
eating healthier as part of their New Year’s resolution.

Promotion Mix Strategy

All three campaigns demonstrated have been planned by using the pull strategy. The sales
promotion and advertisements created demand for the new product ProBitey which then
compelled the customer to purchase ProBitey.

Effectiveness of Campaigns
Our marketers will be conducting various interactive media polls during the campaigns and
after the campaign to receive the feedback of customers. We will also breakdown our social
media traffic and calculate how did the traffic change after the campaigns. However, the most
solidified procedure we will use is by calculating our Return on Investments after every
campaign.

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 Fig 10: Interactive Media- Facebook Polls

𝑁𝑒𝑡 𝑅𝑒𝑡𝑢𝑟𝑛 𝑜𝑛 𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡𝑠

𝑅𝑂𝐼 = × 100
𝐶𝑜𝑠𝑡 𝑜𝑓 𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡𝑠

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 FINANCIALS
Promotional Budget
The Objective-and-Task method has been utilized here to calculate the budget for promotion.
As shown below each task has been assigned with a budget and the summation of costs to
perform these tasks to achieve the targeted objectives is the total budget.

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It's important to note that the above budget plan is an estimation and can be adjusted based on
specific requirements, market conditions, and company goals.

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 RECOMMENDATION

After ProBitey has reached its maturity stage, the next plan is to add more product lines this
will increase the product mix width to gain more market share. The plan can be executed
launching a version of ProBitey that is targeted towards children by using the market
development strategy. Furthermore, an attempt should be made to extend the distribution of
ProBitey to other metropolitan areas in various divisions of Bangladesh, such as Chittagong.
These forecasts can make the brand image of Dairy Grove more recognizable to new
customers and can successfully increase the brand’s market share.

CONCLUSION

ProBitey is positioned to address the needs of health-conscious professionals with busy

lifestyles, providing a fast and convenient snacking solution. With a unique combination of
yogurt and granola, our product offers nutrition and portability, making it an ideal choice for
individuals seeking a healthy and convenient snack. ProBitey is anticipated to become the go-
to choice among professionals’ workers, and also children after the expansion of our horizon.
We are confident that our strategic marketing efforts and commitment to quality will enable
us to capture a significant market share and achieve long-term success.

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 APPENDIX

• Management of Innovation of the Food Industry - Innovative Fortified Yoghurt named

“Shokti Doi +” in the Grameen Danone Foods Ltd., Bangladesh. (n.d.). Management
of Innovation of the Food Industry - Innovative Fortified Yoghurt Named “Shokti Doi
+” in the Grameen Danone Foods Ltd., Bangladesh.
https://biocoreopen.org/ijnf/Management-of-Innovation-of-the-Food-Industry---
Innovative-Fortified-Yoghurt-named-Shokti-Doi--in-the-Grameen-Danone-Foods-
Ltd-
Bangladesh.php#:~:text=Shokti%20Doi%20or%20energy%20yoghurt%20developed
%20with%20a%20high%20dose,children’s%20daily%20needs%20of%20nutrients
• Behance. (n.d.). Behance. https://www.behance.net/gallery/37712407/Spoonable-
%28Foldable-Spoon%29

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