1.

0 Executive Summary
Bombay Sweets & Co. Ltd. boasts an illustrious, decorated past. Established in 1948, it has
been a leader in consumer foods for many decades, both in Bangladesh and abroad. Although
initially the company served its customers from their own outlets, presently the company has
over 200 distributors spread across the country.
In the new millennium, Bombay Sweets has strived to continually introduce quality
innovative products and packaging needed to satisfy ever-changing appetites and tastes. Its
full line of quality snacks currently consists of more than 20 products, consisting of potato,
corn and cereal based products. All are available in a variety of shapes, sizes and flavours. Its
dedicated sales force of more than 300 people focuses on quality retail service for their
customers.

2.0 Situation Analysis

BSCL products have received strong demand from initial contacts with end users
and distributors. Marketing will be critical to generate significant demand for the
products. So they develop their marketing plan using the following format:

2.1 Market Summary

The development and success of this field totally depend on target market focus and a clear,
relevant and superior value proposition for the target market.
2.1.1 Market Demographics
The profile of Bombay Sweets & Co. Ltd consists of the following geographic, demographic,
psychographic and behavioural factor.
Geographic:

For the urban and sub urban and rural areas citizen of all over the country.
Especially for the convenient transportation areas.

Demographic:

Children generally under teen-age.

Young generation generally under age range 13-25.
Educated people and conscious parents.

Psychographic:

The lower middle class, middle class, and upper middle class.
The conscious people.

Behavioural Factor

Those who have negative idea about the product

Those who seek good quality.
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The non-users and regular users of the product

Those who are aware about the bad effect of the traditional beverage.

2.1.2 Market Needs

There are some major needs in the market is as follows:

They want to give variety and flavour in their products as the market demand is
increasing day by day.
Implementing new products in the market with high quality.

2.1.3 Market Trends

The development sector is going through many changes. For many years, they try to improve
and innovate new product with the increasing growth rate. Again people are buying the
product as they buy the product before.
2.1.4 Market Growth
The price of the product is affordable in all classes of the society from lower to middle and
from middle to higher classes. There for the growth of the product in the market is going up
day by day.
2.2 SWOT Analysis
The overall evaluation of a companys strengths, weaknesses, opportunities and threats is
called SWOT analysis. SWOT analysis helps us to explore the areas of possible changes in
marketing activities. BSCL needs to develop/utilize the strengths, strengthen/improve the
weaknesses, seize the opportunities, and eliminate the threats. The notable examples are as
follows2.2.1 Strengths:

History of experienced and knowledgeable management.

Company has strong staff/manpower.
High quality product that undercuts the competitors prices
Strong financial support.
Availability of capital.
Bombay Sweets Bangladesh Ltd has a great company reputation.
Customer loyalty to the company.
Use of modern technology.
Use of local/domestic ingredients.
Product has "brand personality".

2.2.2 Weaknesses:

Its an old product, even though re

launched.
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No advertising.
Lack of public awareness for the re
launched product.
Distribution of the product is poor.
People dont know that BSCLs product are available at the market
Some shops dont stock/sell their product.
Re-design and re-packaging of the re-launched product were poor.

2.2.3 Opportunities:

There is a demand for this kind of product.

Company has plenty of vehicles to distribute the product.
Develop advertising in TV, radio, newspapers and billboards.
Develop, expand and utilize the Facebook page.
Company has known image in the market.
Develop/promote the healthy/nutritious aspects of the product
Convince detractors that cheaper doesn't mean inferior.

2.2.4 Threats:

Strong competition from other manufacturers.

As a "new" product (old product with new face), the public may not accept it.
The old/loyal customers may be disappointed with the re-launched product.
Very cheap compared with competitors'
Challenge from people who describe product as "junk food"

2.3 Competition
The Beverage industry in Bangladesh is not small. There are a lot of beverage producers.
Some of them are national and some of them are local suppliers. Some companies also export
their beverage. In our country many foreign brands are also available. They are comparatively
costly also. So the consumers taste and demand are changing from low quality to high
quality product. Now the beverage industry of Bangladesh is very competitive. The major
competitors, brands name are Pran, Meridian, Haque, Olympic etc.
2.4 Product Offerings
Bombay Sweets & Co. Ltd offerings various types of product, they are as followsChips:

Alooz

Potato Crackers

Mr. Twist

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Cheese Ball

Slanty

Bombay Sticks

Ring Chips

Potato Sticks

Korntos

Chipstar

Confectionary:

Lachchha Sewai

Snacks:

Bombay Mix
Chanachur
Dalmoth
Desimix
BBQ Chanachur

Frozen Foods:

Spring Roll & Samosa Pastry

Vegetable Samosa

Roti Chapati

Roti Paratha

Aloo Puri

Dal Puri

Spices:

Red Chilli Powder

Turmeric Powder
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2.5 Key to Success Factors

Key to success for BSCL will include:

Providing the highest quality product with personal customer service.

Competitive pricing.

Ongoing employee education.

2.6 Critical Issues

Strongly established the market again as it was in before.

Establish its reputation
Continuously update its products.

3.0 Marketing Strategies:

Bombay sweets Bangladesh Ltd will decide to market the product all over the country
especially in the urban and sub urban areas. Customers will be communicated through
advertisements such as TV ads, newspaper ads, internet and other media such as radio.

3.1 Mission
Our mission is to be a premier consumer product company focused on convenient food and
beverages, with utmost emphasis on quality and to provide consumers with "value for
money" products. And in everything we do, we strive for honesty, fairness and integrity.
3.2 Marketing objectives:

To maintain positive, steady growth each month.

To increase new customers who dont buy the product.
To attract current customers.
Generate brand equity in the market so that in future no company can takes the market
by producing same product
Create loyal customers.

3.3 Financial Objectives:

Gain new sets of customers within years that worth for th. 5000000
In the year end tk. 15000000

3.4 Target Markets

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BSCL main target people are the young ages people who like to eat chips very much. Mostly
the school going students and the children generally under teen-age. Besides they also focus
the young generation people. Although their main target market is young generation but they
also prefer the people of adult and old ages people. Also their focus goes to all types child of
the country and the lower middle class, middle class and upper middle class. Also BSCL
target the educated and conscious people.
3.5 Positioning:
BSCL has many opportunities to develop a strong presence within the marketplace in
Bangladesh. The company has several product brands. They can distribute throughout the
country and expand company branches in the major cities. The company can use local
ingredients in their production of healthier and more nutritious beverage.
3.6 Strategies

We have a good variety of product.

Establish a long term relationship with our customers.

3.7 Marketing Program

Product:
For launching a product in the market, there is some procedure that should be followed by every
marketer to move in the long run. Our product will enable our customers to have a different
experience to try our chips, snacks, confectionaries etc. They will be able to differentiate our product
in quality which is unique in the market. They will not be able to feel the same way for the other
chips, snacks in the market.

Price
we can set the price of our products from tk. 10 to tk. 200. Pricing policy for its product due
to the following reasons:

Distinctive Packaging
Brand Name
Cost of raw materials discounts, allowances and payment period will be reasonable for customer.

Promotion
The most successful advertising will be through BTV, NTV, Channel I, ATN Bangla and
RTV which are the most popular television channels in the country. We will also use some
bill-boards and leaflets and we will hold a sport event to promote the product. We will also
use our experience so that we can create attention to the customers.
Distribution
Bombay using the present distribution channel Bombay Sweet s Bangladesh Ltd
can easily market this product. The company has many consu mer products. The
company can use its present marketing channel to make the products available all over the
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country. BSCL can also use its current delivery vehicles to deliver the product to the
wholesalers. The company can use its local offices to deliver to the retailers. So at
introduction stage, companys current marketing channel is enough to deliver the products to
wholesalers and retailers.
Customer
Bangladesh is an over populated country. It has a large amount of population. And
many of them are fond of beverage. So there is vast market for the beverage industry.
But some people are disinterested about the beverage like chips, confectionary,
snacks. So the people have also some negative ideas about the product.
3.8 Marketing Research
During the initial phase of the marketing pan development, several groups were held on gain
insight into prospective customers. These focus groups provided helpful insight into the
decision making processes. An additional source of dynamic market research is a feedback
mechanism based on a suggestion system. In the suggestion system customers are asked to
rate in terms of given scale. There are also several open ended questions that allow the
customer to freely offer constructive criticism or praise. BSCL will work hard to implement
reasonable suggestions in order to improve their products offerings, as well as show its
commitment to the customer that their suggestions were valued. The last source of market
research is competitive analysis which will help BSCL to improve their product.

4.0 Financials
BSCL invest 25 million in land, building etc and take loans from different banks for initial
working capital. he sales forecast is broken down into the three main revenue streams;
direct sales, Web sales, consignment sales. The sale forecast for the upcoming year is based
on 30% growth rate. Growth rate for year 2006 to 2015 are based on percentage increases as
follows:

Direct sales 20% growth rate per year

Web sales 50% growth rate per year.

Consignment sales 20% growth rate year.

As per un-audited half yearly accounts as on 31.12.15, the company has

reported net profit after tax of Tk. 29.44 million as the same period of the
previous year.

5.0 Controls
Our control depends on the customer satisfaction. If customer demand different things with
which they feel comfortable, then we simply change our controlling techniques.
The following are will be monitored very closely by BSCL:
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monitor the total environment, progress, and gap and take necessary steps
Revenue- monthly and annual
Expenses- monthly and annual
Customer feedback
Improvement in product

5.1 Implementation
Marketing plan includes different kinds of budget and managerial assignment for every action
program. It describes how to implementation marketing plan. To achieve the desired goals
and control budget all the strategies will be kept in mind for implementation.
5.2 Marketing Organization
The founder will be responsible for the marketing activities supported by one young
executive.
5.3 Contingency Plan:
Bombay Sweets & Co. Ltd will look forward for satisfying the needs of customer by keeping
sufficient inventory. Also they will keep watch on competitors strategy of launching new
product, pricing and new entries in the market and their pricing strategy.

5.4 References
http://www.bombaysweetsbd.com/about_us.php
https://www.scribd.com/doc/135886779/Marketing-Plan
https://www.scribd.com/doc/29547924/Marketing-Plan

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