ABDUL WAJED – 0910951630

Maruf Ahmed Rafi – 0930689030

Joyanta Kumar Burman - 0930514030

Yog-Ice

Choice of the new generation

Product - Flavored yogurt with the specialty of having chunks of some fruits. There are plenty of fruity and dessert toppings to choose from. There is a nice variety of toppings--fresh fruits, granola, Oreo pieces, nuts, and so on. Three varieties on product- Iced yogurt- 250ml cup, Cone, 1 liter family pack. Plain, sour and sweet Yogurt in Family pack of 1 liter.

Tastes offered - Number of flavors offered by Unify:

Vanilla, Chocolate, Butter Pecan, Strawberry, Pineapple, Mango, Apple, Blue berry.

Specialty - People love to eat tasty, healthy and fresh food. So, The Specialty in the product is its taste like ice cream very smooth. You control the ingredients; how much fat, sugar, calories are prefered by the customer.

Lite Licks Low fat, Diary free, Gm free, 80% fat free Intolerance to milk products, weight watchers, health

Lighten Up 97% fat free

Weight watchers and low cholesterol

Lite Delight Tasty and Creamy 5 year old to adult

ANALYSIS

MARKET ANALYSIS: Market analysis is favorable toward the ice cream business in the Bangladesh. According to research, and advisory the overall ice cream market is expected to grow. Ice cream is a popular indulgence, and people will spend money for such a treat. The Unify has identified an indulgence-in-moderation buying style with a conservative approach to most purchases. In short, the general market analysis shows that “healthy” and “premium” ice cream/yogurt sales are on the increase and will continue to increase. Further, the target market for these products is kids & youngster. The market analysis also reveals that it is highly desirable to promote Yog-Ice in sense to beat competitors. The market analysis identified middle and upper income groups as desirable target markets, what is the growth pattern in Bangladesh these groups.

COMPETITORS’ ANALYSISCOMPETITORS’ ANALYSIS YOG-ICE is in the introductory phase. The product has low numbers of competitors and local manufactures in market and the present competitors has very low promotional activities if we say that they have zero rate of promotional activities so it will be a fair fact. (This statement is just about that competitors who offer the yogurt flavored ice cream).The ice cream market in Bangladesh is unsaturated for new comers. Competition would be tough in the future.The existence competitors in yogurt flavored ice cream field are: IGLOO 2. NIDO 3. Milk Vita

Fulfill by competitor

Our target

i) Frozen 65% 35%

ii) Beverage

75% 25%

iii) Special Occasion

65% 35%

STRENGHT:  Ice cream taste- We have several different flavors

which are uniquely provided by us. We believe in differentiated or concentrated marketing. We want to target different market segments and design separate offers for each to gain competitive advantage.

Distinct from competitor- our product is distinct from all other competing products. Our product is unique in its quality and its recipe which makes it delicious. We deliver the best quality at affordable prices.

Customers strongly like it High promotional activities, better advertising

campaign and increase in advertising budget.New attractive and convenient packaging

WEAKNESSES: 1. Perishability2. Low financing 3. Low investment 4. New company in the market- as our product life

cycle is at its producyt development stage so it will not generate any sales until in the introductory phase.

5. Low profit because product is in the introductory phase so the promotional activities are very high therefore the cost is more than the profit.

6. Improve customer supplier relationship.7. Uncertainty about the future of Unify.

OPPORTUNITIES: Customers strongly

like our product Less numbers of

competitors Much demand for

innovative productsTo expand business

due to its new and advanced machinery

THREATS: Unsaturated market Potential for new

customers Cost of core raw

material (MILK) is increasing day by day which ultimately makes the cost high

Competing firms may come up with new strategy.

OBJECTIVES

OUR OBJECTIVE AND GOAL:

To beat all the existing and new coming competitors of market and serve the customers wants as demand time to time. To build branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our consumers while maximizing share holder’s value.

 

FOCUS: Our focus will be on the quality of the product to maintain it times to time. When the product will undergo different changes but the quality of the product will always under consider. The mission statement of Unify Ltd has three major characteristics. Firstly it focuses on limited number of goals. It aims to improve the quality and taste of its dairy products and build branded food business at an affordable price. Secondly, the mission statement represents the policies of the company. It shows that the basic aim of the company is to maximize the shareholder’s wealth.

Thirdly, the competitive scope within which CDL will operate.

The core principles of the company are:

Team work Empowerment Trust Accountability Enterprise  

Target Markrting

Market Positioning

The Marketing Mix(4p’s)

Product Development Life Cycle

TREND: This is basically a yogurt but the different trend is, it will be ice-cream flavor so everybody loves to have it especially children and teenagers so they will get nutrition with taste. The unique positioning, pricing and promotional strategies of Unify can overcome the weaknesses. We also position our product to the health conscious and diabetic consumers for a healthy and prosperous life. ACTION PLAN:

High motivation strategy towards employee. Team collaboration. Incentives to employees. Attract the employee while implementing the plan. We will consider these points to motivate our

employees to achieve the target so they can put their whole efforts and consumption of time will also be minimized.

  

SEGMENTATION

Market Segmentation: Yog-Ice has identified large group within the dairy market with similar wants, geographical location and buying attitudes and has segmented the market on the basis of geographic, demographics, psychographics and behavioral of the consumers.

Geographic: Yog-Ice is targeting only Dhaka, Chittagong and Sylhet.

Demograhics: Yog-Ice has segmented the market on the basis of their income level, social class and age group. We want to segment our product nationally. In Bangladesh yogurt is first produced product that has a huge quality and nutritious facts. In Bangladesh this product is not so variable to normal people. So we want to introduce our product to the whole Bangladeshi people by market promotion and advertisement.

Social Class: Upper lower class, working class, middle class and upper class with particular emphasis on bread earners of the family (males) and decision makers of household purchases (housewives).

Psychographics segmentation: Yog-Ice will provide best quality hygienic iced and normal yogurt at an affordable price. Yog-Ice will provide value to its consumers by delivering the best at a lowest price.

Yog-Ice will position itself in the largest market segment, concentrated market as a substitute for ice cream.

Patterns of Market Segmentation: Used for cooking purpose.Used to to make different drinks like Lassi. Behavourial segmentation: Behavioral segmentation

divides the market into groups based on consumer knowledge, attitude use and also responsible to the product We will target at occasions. In occasion, we will serve regular and special price product.. For example, In special purpose, we focus on some holiday, such as mother day, children multrinutritional day.

HOW TO TARGET THE MARKET Single Segment Concentration: Company selecting single segment for marketing its

product is called single segment concentration strategy. Yog-Ice is targeting consumers who prefer packed milk for drinking purpose. It is following concentrated marketing with the aim to achieve strong knowledge of the segment’s need and strong market presence. Yog-Ice‘s aim is to achieve operation economics through specialization its production, distribution, and promotion. After capturing segment leadership, it can earn a high return on its investment.

HOW TO POSITION YOG-ICE IN THE MARKET Defining the Customer Value Model:

Unify Foods Limited has an image of a leading company in its segment and it cares its customers by providing safe, healthy and nutritional products. Yog-Ice is launched to give its customers highest product value as it is offering Yog-Ice as “Best Yogurt, Reasonable Price” and “Best Taste, Always Fresh”. Product Differentiation

Form: One is Pure sweet or Sour Yogurt which is being sold and positioning for the Adult segments who like it that way, on the other hand Yog-Ice is being sold to the teenagers and young customers only for general purposes of refreshment, dessert and so on.

Features: Yogurt from Unify is Pasteurized, Standardized, and Homogenized and is of the highest standards, hygienic, packed in durable and reliable packaging.

Durability: The Unify Yogurt can be stored at the shops or in the homes for eight weeks without opening from the date of processing and manufacturing.

MARKETING

MMARKETINGBUSINESS

STRATEGY:

All marketing strategy is

built on STP segmentation,

targeting and positioning a

company discovered

different needs and groups

in marker place targets

those needs and groups that

it can satisfied in the

superior way, and then

position its offering so, that

the target market

recognize the company

distinctive offering and

Image. If a company does

a poor job of positioning the

market will be confused as

to what to expect from a

company.

PRODUCT STRATEGY: Internal features: Chunks of the same fruit as the flavor In chocolate flavor the all type cups have a thick

layer of chocolate with chocolate chips It is yogurt but in taste of ice cream Smooth and mild as cream

External features: Attraction: attractive colors and features for

children and youngsters. Sizes: YOG-ICE will be available in different

shapes and three sizes i.e., mini, medium and family pack.

Affordability: the prices of all sizes are very suitable.

Highest Rate (Tk 60-115)

Lowest Rate (Tk. 14-20)

PRICE STRATEGY: We provide cups, 1 litre Family packs and cones. Our initial objective will be to grab as much market share possible. Unify Ltd have adopted value pricing, in which they charge fairly low price for a high offering. Value pricing says that the price should represent a high-value offer to consumers.

DISTRIBUTION STRATEGY: These are the sets of the interdependent organizations involved in the process of making a product or service available for the use of consumption. Channel Function and Flows a marketing channel performs the work of moving goods from producer to consumers. It overcomes the time, place and possession gaps that separate goods and services from those that need or want them. It performs number of functions:

They gathering information about potential and current customer, competitors, and other actors and forces in the marketing environment.

They develop and disseminate persuasive communication to stimulate purchasing

They provide for the successive storage and movement of the physical products.

Promotional Mix

Advertising

Public Relations

Sales Promotion

Personal Selling

DirectMail

Internet/E-commerce

Branding Decisions: The brand name of new milk is decided Dairy Queen because of certain reasons. They are:Memorablity: The Yog-ice is easy to memorize ,spell and to recognize because it’s easy to pronounce.Meaningfulness: It’s suitable according to product, it gives message that it is iced yogurt which is made at its best.

 PACKAGING The packaging is the key element to attract the customers. Unify has designed the packaging of Yog-ice to keep in mind the customers thoughts and feelings. The packaging is designed with the best color combinations and images to attract its targeted customers. On the other hand its physical shape is also attractive and easy to store at the store’s shelves in front spaces or refrigerator. It is packaged in a way that facilitates to transport and protect the product.

Primary Packaging: The primary packaging of Yog-Ice is a pack of layers fold. Its special features protects goods form bacteria, dust and to be contaminated. This packaging is known as Fine packing. It is easy to use, store and dispose of for the customers and for the retailers as well.

Self-Service: it can be purchase from Departmental store through self service; it will attract to the customers thorough its packaging and eye catching colors.

Consumer Affluence: Consumer will prefer to buy it due to its affluent and convenient packaging.

   LABELING:

According to law every company should label the product. The Yog-Ice contains all products, nutritional information which will help the consumers to utilize it. The company information is also give at the packaging of Yog-Ice, so customers could contact to the company for any complaint or suggestions.

Product Information: Yog-Ice; Fresh, pure, healthy and energetic yogurt, contains carbohydrates and natural taste, boiled at UHT plant to preserve taste for long period. Open and use it.

Company Information: Unify Foods ltd 15 Tejgaon Road, Dhaka, Bangladesh.

Using Product differentiation, we are Positioning `Unify` as High Quality Highly Nutritious Value Added Varieties Our competitive advantage is : - High quality and Cancer Preventive - Value Proposition

Our overall value proposition is : More for More Our Positioning Statement will be : “Your Health is our 1st Priority”

Thanks!!

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