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tugas pemasaranDeskripsi lengkap
Long Term marketing mix of Lube Industry
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sample of marketing plan for a new product to be launched in the market. Benefits for marketing course.Descripción completa
sample of marketing plan for a new product to be launched in the market. Benefits for marketing course.Full description
makalah ini di susun untuk memenuhi tugas kewirausahaan kelas E "Bu Ken"Full description
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A Marketing Plan on “Ring Chips” A product of Bombay Sweets & Co., Ltd.
Date of Submission: 5th April, 2010 School of Business North South University
TABLE OF CONTENTS E$ecuti%e Summar&
&
'e O((ortunit&
3
'e Product
3
)ar*et Anal&sis
Methodo+o2/
Maret Size
6
Maret 4+a/ers
8
Maret 4otentia+ 5 4enetration
8
Industr& Anal&sis
1
4ST Ana+/sis
$
+om(etition Anal&sis
&
"irect Com7etitors
3
Indirect Com7etitors
)ar*etin, )i$
4roduct 5 4ricin2
4r 4romotion
6
)ana,ement eam
%
)anufacturin, - Deli%er& Process
%
Financial Pro.ections Pro.ections
8
Ris Ana+/sis
&
E$(ansion Plan
&8
Bi/lio,ra('&
&1
A((endi$
3$ 33
EXECUTIVE SUMMARY The A2ro'9ased Industr/ in 9an2+adesh es7ecia++/ the frozen food sector is curren current+/ t+/ en0o/ en0o/in2 in2 a +ucrat +ucrati:e i:e and e;7one e;7onenti ntia+ a+ 2ro
2ro e> standa standard rd of +i:in2 +i:in2 and increa increasin sin22 7urchasin2 7o on> ta; e;c+u e;c+usio sionn and -an -an +oan +oan intere interest st and and 7rinc 7rinci7a i7a++ amoun amountt 7a/ment e;em7tion for ne;t 8 /ears -/ the 2o:ernment 7o+ic/ maes it a 7ros7ecti:e maret maret and to in:est. Amon2 Amon2 its com7et com7etito itors> rs> 4remiu 4remium m ?rozen ?rozen 9eef 9eef 4roduc 4roducts ts face face +itt+e +itt+e com7etiti com7etition on in the +oca+ scenario scenario.. @oca+ @oca+ direct direct com7etitor com7etitorss inc+ude inc+ude on+/ Rich (86= maret share) "ou;> *ha+ee0> Sran2osun and A/amas. Amon2 its indirect com7etitors> Aftaand Saus+e/ are dominatin2 esta-+ished -rands in the maret Meat-a++s> Sa+am Sa+amii and *e-a-s> *e-a-s> the +atter +atter a com7+e com7+ete+/ te+/ ne< introd introduc uctio tionn in the more for more, more, offerin2 a maret -/ an/ +oca+ firm. It is 7ositionin2 as more
:a+ue :a+ue'ad 'added ded 7rice 7rice to its ua+it/ ua+it/ consc consciou iouss consum consumers ers.. Its -usin -usiness ess inc+ inc+ud udes es -oth -oth 9&C 9&C and and 9&9 9&9 cust custom omer erss assurance of ha+a+> taste and ua+it/. The maret sur:e/ sho to create 7roduct and -rand a 4remium +eaf+ets> sam7+in2> ma2azines and -i++-oard $ &>$$> $>$$ $$$$ in the the firs firstt /ear. /ear. The The faci faci+i +it/ t/ 0> ara/an2a ara/an2an0 n0 costin2 costin2 T.3$>$$ T.3$>$$>$$$ >$$$.. A+on2 the distri-utio distri-utionn
D4a2e
channe+> se+ecti:e Chand7ur su77+iers $$$>$$$ a -est case scenario
THE OPPORTUNITY The further ha+a+ meat 7rocessin2 under A2ro'9ased industr/ of 9an2+adesh is recent+/ e;7eriencin2 a renaissance shrim7 and catt+e. A+thou2h> recent /ears ha:e 2i:en beef a +ot of -ad 7ress. Man/ ha:e c+aimed that the consum7tion of red meat (es7ecia++/ -eef) endan2er oneFs hea+th and +ead to heart diseases and o-esit/. 9ut this can -e said a-out an/thin2 consumed in e;cess. Therefore it is no< im7ortant to refocus on the nutritiona+ -enefits of -eef in our dai+/ diet and the :ita+ ro+e it 7+a/s in a /oun2 7eo7+e and those in their midd+e'a2es and has ta22ed -eef as ta-oo. hat the/ need to no< is H9eef in our diet he+7s to nourish and fue+ our -od/ and is the um-er Ene source of 4rotein. Considered a natura+ mu+ti:itamin -ecause of its e;ce++ent source of 7rotein and :itamin 9& it ee7s us ener2ized and su77orts man/ of our -od/Fs dai+/ functions -/ he+7in2 7roduce hormones and enz/mes. 4remium ?rozen 9eef 4roducts understands it consumersF hea+th reuirements and ser:es a ran2e of halal, tasty, healthy an safe frozen -eef 7roducts that inc+udes sausa2e> sa+ami> meat-a++s> and a :ariet/ of e-a-s at a :a+ue'added 7rice. It a+so taes into account the need for eas/ &D4a2e
to 7re7are> hass+e'free uic mea+s in our fast'7aced and time'constraint +ife. A+so the demand for -rands +ie Rich and Afta- sho fast food sho7s and restaurants ha:e a hi2h demand for these frozen -eef 7roducts to cater the ne:er endin2 demand of their customers for :arious -eef menu items +ie nood+es> hotdo2s> sou7> sand e-a-s etc. Ether factors +ie im7ro:ed catt+e -reedin2> 2ro South'ast Asia and e:en uro7e in future> e;tensi:e trainin2 7ro2rams for meat 7rocessin2 stricter 2o:ernment contro+ acts (&$$8)
THE PRODUCT 4remium ?rozen 9eef 4roducts 7+ans to introduce four 4remium 7roducts. The 7ortfo+io inc+udes 4remium ?rozen 9eef 4roducts Sausa2e> 4remium ?rozen 9eef 4roducts Meat-a++> 4remium ?rozen 9eef 4roducts Sa+ami and 4remium ?rozen *e-a- (Shish> *athi and Shami). Product Portfolio
"escri7tion SPI+! S)O8ED SAUSA#E
In2redients
utrition 5 ,ea+th
4aca2in2 Internationa+ standard 7aca2in2# Re2u+ar size '3$2 (& 7ieces 7er 7ac) and -reafast size'&$2 (8 7cJ7ac).
?resh and su7erior ua+it/ meat
She+f @ife#8 months a77ro;imate+/
9eef cut into Kinch cu-es
MARKET ANALYSIS In order to understand the maret of frozen -eef 7roducts> an e;tensi:e maret research maret size> 2ro
It is :ita+ to remem-er that a thorou2h maret> industr/ and com7etitor research reuires a com-ination of -oth 7rimar/ and secondar/ data. The data co++ection methodo+o2/ is discussed -e+o<. Primar& Data;
Sample !uestionnaire: In order to identif/ some e/ factors a-out the
consumer -eha:ior and maret direction> sam7+e uestionnaires of 3 uestions each (-oth o-0ecti:e and su-0ecti:e)
Sam7+e size and se+ection 7rocess# 3$'$ res7ondents
"ocus #roup Discussion: Unstructured> free'f+o
2rou7s of 7eo7+e consistin2 of '8 7eo7+e each> he+7ed to find out the criteria or
D4a2e
7arameters that identified the needs of our consumers and ho< to reach the
$ntervie%: 7ersona+ inter:ie
Saus+e/> Afta- and others for c+earer understandin2 of maret trend> 2ro
inter:ie 4LS> andan> Sho7no> Meena 9azar
These inc+uded e;tensi:e research on#
e-sites
Ma2azines
e 2ro
2o:ernment 7o+icies> +a-or maret etc.
En+ine 0ourna+s and artic+es
A++ these co++ection of data
)A"8E SI the cit/ can -e di:ided accordin2 to its cit/ districts Maret sur:e/ sho Uttara and "hanmondi re2ion> taste and +ifest/+e.
6D4a2e
Demo,ra('ic Se,mentation; Random maret sur:e/ at the su7erstores
resu+ted in on+/ $= fa++in2 -e+o< &$ /ears (Chi+drenJTeena2ers) more than ha+f are direct consumers. The &$$ "haa cit/ income distri-ution amon2 the househo+d has -een used in the ta-+e -e+o<. It sho moderate+/ hi2h income (@o the 7o7u+ation in "haa Metro has a+so -een ca+cu+ated. Accordin2 to the maret research> &%= of the res7ondents ha:e an a:era2e month+/ income of T. %>$$$ and a-o:e and can -e c+assified as the U77er U77er c+ass. Simi+ar+/> &3= -e+on2s to @o$$$ month+/ (A77endi;). ?urthermore> amon2 those -e+on2in2 to the U77er U77er c+ass> $= s7ends T. $$$ to 3$$$ month+/ on -eef 7s/cho2ra7hic and -eha:iora+
tar2et maret has -een identified to narro< do
%D4a2e
Maret research has a+so sho decreasin2 fami+/ size> the s7read of education and em7+o/ment amon2 risin2 in standard of +i:in2> inf+uenced -/ chi+drenFs 7reference>
Maret research at 7oint'of'sa+es ha:e sho$$$. stimated tota+ maret
)A"8E PLA!E"S
Current+/ the ma0or 7+a/ers for frozen food 7roducts in the maret are (+oca+ com7anies) "ic' Food (roducts =it' >? mar*et s'are and 7roducts ran2in2 from chicen> -eef and fish and forei2n -rands inc+ude A+ *a-eer' the +eadin2 com7etitor in -eef 7roducts> "ou;> A/amas and Sran2osun the former s7ecia+izin2 in non' frozen> fresh sausa2e 7roducts.
)A"8E POENIAL AND PENE"AION
Accordin2 to the maret research> %$= sho %= of the sausa2e +o:ers> a++ of sa+ami> a-out 33= of meat-a++ +o:ers and a+most 8D4a2e
3$= of the e-a- enthusiasts fa:ors -eef either fish and sea food (A77endi;). •
Ma0or ad:anta2e of the current maret scenario is +ac of 9eef *e-a 7roducts -oth +oca+ and forei2n 7roduced. This minimizes com7etition for 4remium ?rozen 9eef 4roducts to on+/ +oca+ 7roducers Rich> and ?orei2n im7orts +ie A+'*a-eer.
•
The 7roduct +ine for 9eef *e-a- are com7+ete+/ ne< and unri:a+ed in the +oca+ maret> therefore 7ro:idin2 it a hu2e o77ortunit/ to ca7ture the unta77ed maret se2ment. ItFs on+/ ma0or com7etitor is A+'*a-eer> :er/ e;7ensi:e and is not a+ it en0o/s an unfa+terin2 demand.
