chippy mango new marketing plan

WELCOME to

Marketing Plan Presentation

Group Name- Excellence ExplorerTo be presented by:-

Fatema Tuj Joheera 115401Jarin Tasnim 115402Md. Rejannobi 115403Md. Miftahul Morshed 115404Atikur Rahman Riad 115405Shahriar Razin (Group Leader) 115406Moyna Rani Biswas 115410Md. Shahadot Hossain Sagor 115411Moniya Akter 115457Sonia Akter 105486

Chippy MangoDelicious mango in every bite

Executive Summary

Launching a new flavored chipsOffering unique flavor and nutritionTargeting segmentsMaking profitThe primary marketing sales objectives

Current Market Situation

Started at 1992 named as Amin enterprise then it renamed as Akij Corporation Ltd.

Founded by Late Sheikh Akijuddin.At first Akij business was Jute trading

business.manufacturing handmade cigarettes

popular known as “bidis” and made a great profit.

Akij food & beverage Ltd. present productsMarket Leader and Follower.

Our market consists of various types of customers but our target customers are specially children as well as the youths. Who prefers always new flavors. So, we are introducing a new flavor of Chips. That is totally new in market. It is very important to target our segment because we have many chips business competitors. For the various classes of people in Bangladesh, we make product packet in different sizes. In the side of children, they are like some eye catcher sites. In this way, we provide a mango shape packet for our customer. Also children want some extra from anything that is why; we also give them a bonus in the packet that is a Tim Ball. Youth want to pass time and some delicious and new taste. So, we make our big packet size.

Market Description

Targeted Segment

Target Segment

Need Feature

Children Color, New look, Gift, Taste

Provide orange color chips, sweet, Tim ball and mango size packet

Youth Flavors, time pass, arrangement

Provide delicious tasty flavor, new flavor mango chips, big packet size

Product Review New flavor Delicious & Nutritious High performance human fuel and a perfect high energy snack

for home and office High in fiber, fat free, sweet and moist Enrich with vitamin C Easy to bear Anytime eating Always offer able

We plan to introduce two new products, Sugar free Mango chips & Green mango Chips. The product offering the following features-

• No sugar for Diabetics Patients• New taste of green mango & nutritious.

Competitive ReviewAccording to our survey consumer’s most prefer brands are:

Potato Crackers

Meridian

Mr.Twist

Ring Chips

Lay’s

Others

35%

11%8%

6%

20%

20%

Sales

Potato CrackersMeridianMr. TwistRing ChipsLay'sOthers

Cannels and Logistics Review

Agents or Dealers

Retailer and Departmental Store

SWOT Analysis

•Innovative product

•New flavor with delicious

•Strong distribution channel

•Huge raw materials

Strengths

•Lack of brand awareness and Image

•Limited target Segmentation

Weakness

SWOT Analysis

•New product in existing market

•New flavor in reasonable price

•Attractive packet

Opportunities

•Intense competition

•Other company promotion strategy like- Bonus, gifts etc

Threats

Objective and IssuesFirst-Year Objectives During the Chippy Mango’s initial year on the market, we are aiming for unit sales volume of 500,000. Second-Year ObjectivesOur second-year objectives are to sell a combined total of one million units of our three modified flavored chips and to achieve break-even early in this period. IssuesIn relation to the product launch, our major issue is the ability to establish a well-regarded brand name linked to a meaningful positioning. We will have to invest heavily in marketing to create a memorable and distinctive brand image projecting innovation, quality and value. We also must measure awareness and response so we can adjust our marketing efforts as necessary.

Marketing StrategyChippy mango’s marketing strategy is based on a positioning of product differentiation. Our primary consumer target is children and youths who need new and delicious flavor. There is a gift for catching children position and attractive packet is for all type of people. This segment can be described for all type of people but especially for children and youths.Our primary business target is mid- to large- sized chips companies that want to offer a new flavor and delicious chips. This segment consists of companies with more than Tk 500 million in annual sales. We are targeting children and youths.

PositioningNew productTarget CustomerNew flavor and attractive packet

shape

Product Strategy

New Flavored Mango Chips

Next year product-Green mango chipsSugar free mango chips

Pricing Strategy

Chippy Mango will be introduced at Tk 10 wholesale/ Tk 12 estimated retail prices per unit. Our have 3 type size product. Those prices will be 12 Tk (14 gm), 24 Tk (28 gm) and 48 Tk (56 gm). We expect to lower the price of this first product when we expand the product like by launching the Green Mango chips, to be priced at Tk 10 whole sales per unit and Sugar Free Mango chips, to be priced at Tk 12 wholesale per unit. These prices reflect a strategy of (1) attracting desirable channel partners and (2) taking share from Lay’s, Meridian, Bombay and other established competitors.

Distribution Strategy

Our channel strategy is using selective distribution, marketing Chippy Mango chips through well known stores and retailers. During the first year, we will add channel partners until we have coverage in all major area and the products included in the major local stores and everywhere else. In support of our channel partners, Chippy Mango will provide mega box, bonus packet, product features etc. Finally, we plan to arrange special payment terms for retailers that place volume orders.

Marketing Communications Strategy

By integrating all messages in all stores, we will reinforce the brand name and the main points of product differentiation. Researches about media consumption patterns will help over advertising agency choose appropriate media and timing to reach prospects before and during product introduction. Thereafter, advertising will appear on a pulsing basis to maintain brand awareness and communicate various differentiation messages. The agency will also coordinate public relation efforts to build the Chippy Mango brand and support the differentiation message. To attract, retain, and motivate channel partners for a pull strategy, we will use trade sales promotions and selling. Until the Chippy Mango brand has been established, our communications will encourage purchases through channel partners rather than from our advertisement.

Marketing Research

Using research, we are identifying the specific features and benefits that our target market segments value. Feedback from market tests, surveys and focus groups will help us develop the Green Mango Chips and Sugar Free Mango Chips. We are also measuring and analyzing customers’ attitudes toward competing brands and products. Brand awareness research will help us determine the effectiveness and efficiency of our messages and media. Finally, we will use customer satisfaction studies to gauge market reaction.

Marketing Organization

Shahriar Razin,Chief marketing Officer

Fatema tuj Johura, Sales

Manager

Md. Miftahul Morshed, Regional

Sales

Md. Shahdat Hossain Sagor, Regional Sales

Jarin Tasnim, Advertising

Manager

Md. Atikur Rahman,

Advertising Analyst

Moniya Akter, Advertising

Analyst

Md. Rejaunnobi, Promotion Manager

Moyna Rani Biswas, Promotion Analyst

Sonia Akter, Promotion Analyst

Action Programs

August, Launching a trade sales promotion.September, Formal production launchOctober, A trade sells contestNovember, Celebrities experience with Chippy MangoDecember, The results of customers satisfiction

BudgetsFirst-year sales revenue Tk 500 million average wholesale price of Tk 10 per unit variable cost of Tk 8 per unitsales volume of 50 million for a unit . sales volume exceeds 70 million early in the product’s

second first-year fixed costs of Tk 140 million 140,000,000

Tk 10 – Tk 8 = 70,000,000 units

Controls

Tight Control Measures Early Warning SignalsGiven the market’s validity

Thank You...