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INDEPENDENT UNIVERSITY, BANGLADESH

Plot 16 Block B, Aftabuddin Ahmed Road
Bashundhara R/A, Dhaka, Bangladesh.
Phone: +88-02-8431645-53.

Submitted To
Dr. Md. Baktiar Rana
Doctor of Philosophy,.
Adjunct Faculty Member of
Independent University, Bangladesh.

Submitted By
Kazi Anisul Islam
ID: 1931020
Department of Marketing
School of Business & Entrepreneurship
Master of Business Administration | MBA

Submission Date
25 August 2023

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Introduction
Strategic marketing is the compass that steers firms towards their objectives and success in an
ever-changing environment. It's more than just advertising items or services; it's a methodical
technique that entails comprehending the dynamic interaction of market trends, customer behavior,
and competitive factors. Strategic marketing is, at its heart, the art and science of making educated
decisions that create a brand's identity, market positioning, and long-term growth.

Strategic marketing offers the path for organizations to negotiate uncertainty and capitalize on
possibilities in today's fast-paced business context, where consumer preferences can vary swiftly.
It is a proactive process that includes thorough market study, detailed planning, and exact
execution in order to create long-term competitive advantage. Strategic marketing assures success
by identifying target consumers, analyzing their requirements, and generating targeted messaging.

Packaging Strategy
Our Radhuni Turmeric Powder packaging concept combines authenticity and sustainability
through paper packaging. While maintaining the core values of our business, we think it's
important to reduce our environmental impact. Our choice of paper packaging not only protects
the quality and freshness of our turmeric powder, but also reflects the ideals of conscientious
customers. The paper's earthy, tactile texture is in keeping with the spice's natural origins. This
packaging decision demonstrates our dedication to minimizing plastic waste and supporting
environmentally responsible behaviors. By using paper packaging, we hope to provide our
consumers a special unpacking experience and strengthen their relationship to Radhuni Turmeric
Powder as a company that values both their health and the environment.

Picture 01: Paper packet of spicy product theme.

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Picture 02: Paper Box Packaging Strategy for Spicy powder.

Why We Choose This Packaging Strategy

Radhuni Turmeric Powder's selected creative packaging approach is to convert to eco-friendly
paper packets and paper boxes. This sustainable packaging solution coincides with rising consumer
demand for ecologically responsible products and provides higher value to our target clients while
giving a market competitive edge.

Benefits and Rationale

Environmental Responsibility: Radhuni's dedication to sustainability is seen in the use of paper-

based packaging, which limits the usage of non-biodegradable materials such as plastic. This
connects with environmentally concerned clients who want brands that help them reduce their
environmental imprint.

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Consumer Appeal: In an increasingly concerned world, eco-friendly packaging strengthens the

brand's image, making it more appealing to consumers looking for items that correspond with their
beliefs.

Biodegradability: Paper is biodegradable and compostable, which means it will not add to the
plastic waste problem. This eco-friendliness might be quite appealing to environmentally
conscientious customers.

Brand Reputation: By opting for eco-friendly packaging, Radhuni positions itself as a socially
responsible brand. This can enhance our reputation and brand image, making us more appealing
to consumers who value companies with strong ethical and environmental practices.

Regulatory Compliance: Many regions are implementing stricter regulations on packaging

materials, especially single-use plastics. Paper packaging helps us stay ahead of potential future
restrictions and ensures compliance with existing environmental regulations.

Customization and Branding: Paper packaging may be readily customized and branded,
allowing us to successfully communicate our brand message, product information, and quality
assurance to clients.

Visual Appeal: Well-designed paper packaging may be aesthetically appealing and have a strong
shelf presence, increasing its chances of catching the consumer's notice in a competitive
marketplace.

Recyclability: Paper packaging is largely recyclable, which encourages customers to engage in

recycling programs and lower their carbon impact.

Competitive Advantages

Environmental Consciousness: Radhuni demonstrates their dedication to environmental

responsibility by adopting eco-friendly paper packaging, catering to a rising sector of consumers
who priorities sustainable products.

Differentiation: In a sector where plastic packaging is still popular, choosing paper packaging
distinguishes Radhuni as a forward-thinking and ecologically conscientious company.

Consumer Loyalty: Customers that share our sustainability principles are more likely to become
brand champions, resulting in repeat purchases and strong word-of-mouth marketing.

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Meeting Market Trends: As more customers seek eco-friendly products, this strategy helps us to
meet the current market trend while also staying ahead of rivals that have not implemented
sustainable packaging practices.

Long-Term Viability: Paper packaging is a long-term viable and sustainable option, maintaining
Radhuni's relevance and competitiveness in a changing market context.

Choosing eco-friendly paper packaging for Radhuni Turmeric Powder in the form of paper packets
and paper boxes is a strategic decision that provides greater value to our target consumers by
aligning with their environmental values and preferences. It also puts us ahead of the competition
by developing a sustainable reputation, which may lead to improved brand loyalty and a stronger
market presence.

Target Market and their Value Requirement

The selected target market for Radhuni Turmeric Powder with eco-friendly paper packaging is
"Eco-Conscious Health Enthusiasts." This group consists of individuals who prioritize their health
and well-being while also being environmentally conscious. They are actively seeking products
that align with their values of sustainability and natural living.

Characteristics of the Target Market

Health-Focused: This group values health and wellbeing and wants things that help them feel
better in general. They are likely to be interested in turmeric's holistic advantages and eager to
include it in their diets.

Eco-Conscious: This target market places a high importance on sustainability. They deliberately
seek items that have a low environmental effect and are packed in environmentally friendly
materials.

Natural Lifestyle: Natural and organic items are likely to be preferred by eco-conscious health
aficionados. They are prepared to pay a premium for ethically sourced and ecologically friendly
items.

Informed Consumers: This group is well-versed in the environmental effect of various packaging
materials and bases their purchase decisions on this information.

Socially Responsible: They promote brands that demonstrate a commitment to sustainable

practices and environmental stewardship.

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Value Requirement: Sustainable Wellness

Eco-Friendly Packaging: The paper packaging coincides with their objective for sustainable
products by providing biodegradable, compostable, and recyclable packaging.

Health Benefits: Turmeric powder appeals to their health-conscious lifestyle by providing a

natural and well-known component that helps them achieve their wellness objectives.

Ethical Brand Decision: Because the eco-friendly packaging approach connects with their
beliefs, they can choose an ethical brand decision that supports their environmental commitment.

Convenient Usage: While environmentally sensitive, this demographic still values convenience.
Paper packaging keeps the ease of traditional packaging while becoming more environmentally
friendly.

Brand openness: Clear labelling and information about the environmental effect of packaging
connect with their demand for brand openness.

Community and Advocacy: By selecting Radhuni, users join a community of like-minded people
who advocate for sustainable lifestyle choices.

Strategy of the Radhuni Turmeric Powder

Radhuni Turmeric Powder is ready to win over the hearts of Eco-Conscious Health Enthusiasts, a
vibrant group of people passionately dedicated to both their well-being and the welfare of the
world. Radhuni Turmeric Powder is positioned to do this by introducing a novel packaging
approach. This approach, which places a strong focus on sustainable wellness, seamlessly
combines environmentally responsible behavior with health-conscious decisions.

For those who are interested in wellness, turmeric powder presents a magnificent way to strengthen
their goals for good health. Their search for a naturally robust lifestyle is strongly complemented
by turmeric, which is renowned for its holistic advantages. At the same time, it offers the ideal
backdrop for the second aspect of their value requirement: eco-friendly packaging. Radhuni's
carefully crafted paper packaging embodies their commitment to the environment. It represents
their desire for items that honor Mother Nature by being biodegradable, compostable, and
recyclable.

These people live on openness and moral judgements, thus Radhuni's plan is brilliant. The
unambiguous and educational packaging reflects the brand's dedication to being open and honest
by demystifying the product's journey. Additionally, by choosing this eco-friendly packaging,
people take on the role of change agents and promote a sense of community that supports
sustainability.

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Radhuni's creative packaging finds the ideal balance in a world where ethics and convenience
coexist. While more environmentally friendly, the paper packaging doesn't sacrifice use or
convenience. The discerning Eco-Conscious Health Enthusiast, who wants both workable answers
and significant change, will find much to appreciate in this dynamic duality.

In the end, Radhuni Turmeric Powder's innovative approach has far-reaching effects that go well
beyond a single product. It captures the essence of Sustainable Wellness by echoing a resonance
of ideals. This advancement in packaging represents a collaboration with these people, enhancing
their wellness journey while giving the world a warm, green hug.

Justification of the Strategy

The original packaging approach for Radhuni Turmeric Powder connects effortlessly with the
values, goals, and wants of the nation's populous in the busy center of Bangladesh, making it a
smart decision that resonates strongly with the people's perspective.

Environmental Stewardship in a Flourishing Nation

The natural beauty and rich cultural legacy of Bangladesh are intertwined with a rising concern
for environmental responsibility. The people of the country are becoming more aware of the value
of maintaining the beauty of nature as it surrounds them as it develops. This philosophy is fully
supported by the paper packaging approach. Just picture a busy market in Dhaka where a trader
proudly sells Radhuni Turmeric Powder packaged in environmentally friendly paper. Bangladeshi
customers quickly accept this packaging innovation as a concrete step towards protecting their
beloved environment since they were nurtured in a country with abundant natural resources.
Having made a deliberate decision, they now feel proud as the aroma of turmeric fills the air.

Traditional Wisdom Meets Modern Innovation

Bangladeshi cooks cherish turmeric because it represents healing and heritage. The vibrant color
and robust flavor of this food elevate ordinary meals, from meaty curries to calming teas. Here,
the creative packaging approach meets a favorable audience. Imagine a Bangladeshi family where
a housewife goes to the paper box containing the Radhuni Turmeric Powder. The packaging
reflects the intrinsic significance Bangladeshi people have on customs drawn from nature. As time-
tested knowledge meets contemporary packaging that reflects their changing sensibilities, this
synergy connects the ancient and the new.

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Inclusivity and Social Connection

Every decision has a collective impact in a country where community is valued highly.
Bangladeshi customers are not simply making personal choices when they choose sustainable
paper packaging; they are also supporting a group effort. Consider a local tea shop proprietor
praising Radhuni Turmeric Powder's packaging to a crowd of customers. This packaging serves
as a starting point for discussions on shared values, not merely a container for a product. It
embodies their passion to protect the environment, their communities, and their personal well-
being.

Value in the Everyday

Health is not merely a passing fad for many Bangladeshis; it's a way of life. The health advantages
of turmeric are well ingrained in regional tradition. Turmeric is a sign of health, from moms curing
their children's illnesses to elders passing on traditional cures. This is where Radhuni's plan
resonates. Imagine a young professional looking to include wellness into their busy life in Dhaka.
The Radhuni Turmeric Powder paper package blends seamlessly into their daily schedule. It's a
subdued declaration that their dedication to the environment is unaffected by their quest of
personal happiness.

Navigating a Changing Landscape

Bangladesh is fervently making its way along its path in a world that is continuously changing.
Consumers in the country exhibit the same ambition to change while retaining its unique identity.
Bangladeshis are hungry for novel solutions that are consistent with their beliefs as environmental
worries increase. The Radhuni Turmeric Powder paper container is evidence of this collaborative
effort. Think picturing a group of friends discussing sustainability in a busy city café. One of them
picks up the Radhuni Turmeric Powder, which is packaged in eco-friendly paper and starts a
dialogue that has no limits. The willingness to adapt to change in order to create a better future is
a testament to our collective spirit.

Conclusion
The creative packaging concept for Radhuni Turmeric Powder captures a harmonic fusion of
culture, sustainability, and wellness in the contemporary setting of Bangladesh. The principles and
ambitions of Bangladesh are unequivocally affirmed by this policy. The environmentally friendly
paper packaging is a representation of wise decisions as the country works towards a future that
protects its natural beauty. It bridges the divide between time-honored customs and contemporary
sensibilities, striking a chord with customers looking for health advantages without sacrificing
their dedication to the environment. The paper packets and boxes become ambassadors of a

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common journey—one that honours heritage, fosters well-being, and embraces a sustainable
future—in bustling markets, homes, and discussions. The plan is a reflection of the Bangladeshi
spirit—an unwavering commitment—and not merely a change in packaging.

THE END

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