Sadaf Bin Mamun 19304051

1. Defining the target market for Mache Bhate Bangali (MBB).

Demographic: Young professionals, affluent families, health-conscious folks, inhabitants of upscale

neighborhoods.

Psychographic: those with a passion for food, daring diners, those receptive to novel gastronomic
encounters, ecologically aware customers.

Behavioral: Individuals that frequently dine out, utilize online food ordering services, have a preference
for seafood, and are interested in healthy and quick meal choices.

Targeting these people is because of their financial means and curiosity in exploring new possibilities, is
aligned with MBB's premium positioning, and is more likely to accept seafood through smart marketing.

2. A brand promise specifies the main advantage that MBB provides and establishes consumer
expectations. Additionally, distinguishing oneself from current seafood selections and appealing the
target audience. Creating a compelling brand promise increases loyal customers and repeat orders.

3. MBB's pricing will be based on Value-Based Pricing:

Unique selling point (USP): Highlight the distinct advantages of MBB's fish from the ocean. This might
include a range of species, freshness control techniques, sustainable fishing practices, sanitary
processing, or easy packing.

Premium positioning: Highlight the superior quality and health advantages of marine seafood over
freshwater alternatives. Create a "luxury" or "premium" perception to support the greater price point.

Promotions and Bundling: To attract new consumers and promote experimentation, provide imaginative
product bundles such as, offer packs, mixed seafood platters or create temporary discounts.

For the approach, use stories about coastal villages and fisherman to emotionally connect with
customers. Emphasize the nutritional advantages and distinct flavors of marine fish in education. To
appeal to environmentally sensitive customers, emphasize MBB's dedication to ethical fishing
techniques.

4. Price gouging appears to be especially significant for MBB's objective to offer quality marine seafood
to Dhaka. Providing a high starting price for something that is new in order to catch those who are
prepared to pay higher prices for exclusive and novelty is known as price skimming. As market
penetration and competition expand, prices can be gradually reduced to target greater client segments.

Concentrate on rare or significant marine species that aren't usually available in Dhaka marketplaces,
such as tuna, lobster, and kingfish. Implement stringent quality control procedures to assure freshness,
cleanliness, and long-term sourcing. For ideal ease, include value-added features such as cuts that are
already prepared, marinated, or ready-to-cook products.

5. Loyalty Ladder Model for MBB,

Clients:

Clients have a high level of engagement and potential since they are repeat customers who have already
developed a favorable relationship with MBB. They buy marine fish on a frequent basis, exhibiting an
established interest in and respect for the product. Because they are acquainted, they are more open to
focused marketing campaigns for new species, value bundles, or subscription services.

Reach at a lower cost: Marketing to current consumers is frequently less expensive than recruiting new
customers. Building loyalty and driving repeat purchases through targeted promotions and personalised
offers results in greater ROI.

Satisfied customers may become natural brand champions, suggesting MBB to friends and family via
good word-of-mouth marketing. This organic reach increases brand exposure and client acquisition at a
low cost.

Advocates:

Advocates are fervent advocates who actively promote MBB outside of their own usage. They tell others
about their great experiences, influencing buying decisions and increasing brand visibility within their
social networks. Their support carries a lot of weight, especially in close-knit communities.

Early adopters: Advocates are frequently willing to test new products and explore premium solutions.
They serve as important testing grounds for product ideas and give critical input for future development.
This assists MBB in refining its offers and catering to changing client preferences.

Trust and credibility: Recommendations from trustworthy friends and family carry more weight than
traditional advertising. The genuine excitement of advocates promotes trust and inspires others to try
MBB's marine fish, making them important assets in overcoming consumer scepticism regarding product
unfamiliarity.

6. How MBB may efficiently use social media:

Create a distinct brand voice and identity: Make material that reflects the values, mission, and target
audience of MBB.

Concentrate on useful and interesting content: Share your recipes, culinary ideas, instructive movies
about marine species, and coastal community stories.

Make use of high-quality pictures and audio: To generate professional-looking material, invest in high-
quality equipment and editing software.

Post on a regular and strategic basis: Create a content calendar and keep to a consistent publication
schedule.
Customise content for individual platforms: Adapt forms and styles to each platform's capabilities (e.g.,
short, snappy films for TikTok, lengthier explanatory videos for YouTube).

Engage with your audience: Respond to comments, answer questions, and join pertinent discussions.

Make the most of sponsored advertising and influencer partnerships: Increase reach and demographic
targeting with tailored ad campaigns and relationships with relevant content providers.

Keep track of and analyse the results: Use social media analytics tools to learn what works and what
doesn't, and then alter your plan appropriately.