1

Yummy Mango

In
Bangladesh
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 Table of
Contents

Acknowledgement..3
Our Objectives:......................................................................................................5
Logo of Yummy Mango:........................................................................................5
Yummy mangos ingredients:.................................................................................6
Competitors:.........................................................................................................6
SwotAnalysis:
8
Market Segmentation:.........................................................................................9
Geographical Segmentation:...............................................................................9
Demographic Segmentation:............................................................................10
Psychographic Segmentation:...........................................................................11
Behavioral Segmentation:.................................................................................12
Requirements for effective segmentation:........................................................13
Selecting Target Market Segments:..................................................................14
Product:.............................................................................................................15
Promotion:........................................................................................................17
PROMOTINAL STRATEGY:..........................................................................19
Conclusion:......................................................................................................21

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Acknowledgement

At first, we would like to remember the almighty Allah for blessing us with
the strength, ability and patience to do this task. We also like to express our
deepest sense of gratitude and profound respect to our honorable course Instructor Sibat
Masood, Lecturer, School of Business, Southeast University, Dhaka, for her valuable
suggestions, constant encouragement and keen interest at every stage of this term paper, without
which this would have been extremely difficult to accomplish. We consider it as a great
opportunity to have a share of some of his knowledge and expertise.

Executive Summary
This term paper is based on the topic of new product development. According to this topic our
company name is PRS Company and our product name is Yummy Mango. It is processed in
cane and available for 12 months with higher quality.

While assigning the market we have identified our various terms and weaknesses in the market
and against our major competitors. Our strengths will comprise of better quality canned mango
product.

Basically our financial objective is to reach breakeven and make profit which will be supported
by the marketing objectives which is to increase sales. There are various issues that might
influence the attainment of objectives which may include recessions, unexpected entry of rivals,
changing government regulations and so on.

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Our marketing strategy will influence the 4Ps which are product, price, place and promotion.
Under the product category we have 3 product lines ,we also comprises the main ingredients
for making our canned mango product are sliced mango, Water, fat sugar and natural flavors and
colors. Under the price category we have under-taken both penetration and skimming strategy in
terms of different products. We upon entering into the Bangladesh market, we will be using
traditional forms of promotion, for example newspaper, television advertising, billboard and so
on. Along with traditional promotions, we are launching a game show and concerts where free
mango product will be provided along with free t-shirt. Here our main target market is the youth
of Dhaka city and positing is done accordingly.

Starting from the launch, all our activities will be done chronologically. During the first year we
are mainly focusing on promotion and positioning and from year two we will be focusing on
other financial and company goals and vision. Despite a huge investment of 1 billion taka, huge
losses are projected for the first two-three years until we reach breakeven point and eventually
relish on our profits.

Finally, each and every marketing strategy and mix will be carefully monitored, evaluated to
check the returns and if the processes are aligned with companies goals. This will enable us to
identify loss making product or procedures which can later be modified or downsized.

Profile of PRESH Company:

PRESH Company provides premium quality Canned Mango which is blanched in cubes or
slices is sinking in mango juice. Our products name is Yummy Mango It has a competitive
price, the long shelf life, natural taste and aroma.

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Canned Mango Slices are extracted out of best selected variety of the mangoes. Mango Slices
are natural and pure as they are not contaminated from any kind of toxic chemical,
preservatives, artificial color etc. Our product yummy Mango is fully nutrition with vitamin A
and C. Mangoes are processed and packed in a hygienic manner for long transition. Mangoes
are stored at the required temperature to provide the real taste of mango. Slices of Mangoes are
packed in clean sterilized cans or tins.

Mangoes undergo several unit processes such as sorting, washing, and peeling to maintain the
nutritional value and quality.

Canned Mango Slices can use in tasty dishes like mango juice, ice cream, shakes, puddings,
jelly, or convert them into processed fruit products.

Our Objectives:

To increase market shares

To increase the length of product line
To increase profit
To satisfy customer
To face the strong competitors

Logo of Yummy Mango:

The logo of our product Yummy Mango is given bellow:

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 Available for 12 months with higher Quality

Yummy mangos ingredients:

Our product packaging style is canned and it is made from sliced mango, Water, fat sugar and
natural flavors and colors. All of these ingredients are necessary for packaging the slice mango
in the cane.

Competitors:

As our company is new, so we have only a few competitors. In Bangladesh canned Lichies &
canned Strawberry are available for twelve months. So they are considered our competitors.
Besides, as our canned mango product is sinking in mango juice, so mango Juice Company like
slice, Frooto, Fruitika & Season mango juice also consider as our competitor.

Distribution Review

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Our caned product yummy mango is mainly distributed first in Dhaka city then other city of
the Bangladesh. We distribute our product directly to retail shops of Urban and Rural areas.

The various channels of retail shops that serve as distribution outlets for mango product are:
1. Urban and Rural General Stores
2. Urban and Rural Neighborhood Grocer
3. Premium General Store
4. Confectionary or Bakery
5. Modern Trade
6. Fast Food shops

SWOT Analysis:
SWOT analysis mainly refers to assessing or evaluating the overall company strengths,
weakness, opportunities and threats. The internal factors among these categories will include
strengths & weakness where owners have complete control. On the contrary the external factors
will include opportunities and threats which are not in the hands of the owner or management.

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Strength:
Unique product name
Strong distribution network
Highest visibility
Strong promotion
High production capacity
Available in 12 months
Natural flavors and colors
price is reasonable for all
products have the long shelf life
Extracted out of best selected variety of the mangoes.
Mango Slices are natural and pure
There is no toxic chemical, preservatives, artificial color
packed in a hygienic manner

Weakness:

As it is a new product so it has less publicity and reputation The lack of experience.
Local sourcing of resources does not meet the demand
Mangos can be attacked by many diseases like Powdery mildew, Anthracnose, Stem-
end rot, and Sooty mould.
Lack of technical support services

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lack of marketing
low innovatively produce,
few processing varieties
No market share
Limited experience of customers New in Bangladesh

Opportunity:
Increase the distribution network
Acquiring the newer technology and techniques
Market is very big and Attractive

Only cane mango product in Bangladesh

Threats:
The other companies who produced mango products
Political instability
Economic instability
Increases of general sales tax

Market Segmentation:

The Company has segmented the total market based on these factors-
1. Geographic Segmentation
2. Demographic Segmentation
3. Psychographic Segmentation
4. Behavioral Segmentation

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Geographical Segmentation:
Yummy Mango will only available at the initial stage in Bangladesh. As we produce this
product for the first time. At first we try to fulfill the demand of the people of our country. If we
get success, than we think about other countries.

Reasons behind selecting only our country:

New product:

As our product is new, so we are now in the introduction period. The number of sales of our
product is low but the cost of per customer is high. Besides, the number of competitors is very
low. So, we choose only our country.

Target Market:

As the product is new & the cost is high, so the price of our products will be high. So,
our product will under consumption ability of middle & upper class people in our
country. If we target other countries, than the cost of transportation & advertisement will
be high than the sale price.

Profitability:
We fix our price just only cost-plus. Suppose, our production cost is 48 tk. We sell it in
50 tk. That means take only 2 tk profit in per cane mango.

Demographic Segmentation:
There are lots of people in Bangladesh, but we are not going to target all the peoples. We will
segment our target market demographically based on some variables to grab the potential
consumers.

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Age:

Kids:
People of 4 to 12 age limit are categorized in this segment. Kids normally do not have a
great know-how of the taste rather they are psychologically attracted towards the
product. As they are dependent and cannot spend money themselves, so we try to
attract them by advertisement or by packaging & their parents mostly just fulfill their
demand.

Teenagers:
Teenagers dont have any specific taste and preferences. New products and new ideas
always attract them. So we try to attract them differently.

Adults:
20 to 50 aged people are categorized in this segment. This group of people will mostly
prefer the quality product which not only fulfill their taste and preference requirements
but also reflects their personality. They are ready to pay for a product which fulfills their
physical and psychological needs because they are the income generators. As, mango is
a popular fruit in our country and it have vitamin A and C, so adults will be interested to
buy it.

Family Size:

Small Family: We are considering families consisting of 3 to 5 members in this

segment.

Large family: Families consisting more than 5 members will go under this segment

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Psychographic Segmentation:
As our target market is huge so it is normal that there will be customers of different mentality
and social class. We have to be careful about all of them and for that purpose we will do a
psychographic segmentation of Yummy Mangos total market. We will consider upper social
class & middle class people in this segmentation.

Upper class:
It includes the higher income class who has enough money. They can buy the most
expensive items without much botheration. They consume mango more on the basis of
taste and preference rather than money.

Middle class:
This class includes people with moderate kind of earnings. They can neither put in free
hand category nor very less buying power category. These people usually consider the
taste and affordability.

Behavioral Segmentation:
Customer response is very important for a product. To ensure customer response we will
segment our market based on behavioral variables. In this segmentation we will focus on
customer benefits.

Benefits:
We will distribute our products in departmental stores so that customers can get it very easily.
That means our mango will be convenient for target customer. Besides, we will use the best raw
materials and high-tech machineries to ensure top most quality. This total quality control is the
main reason behind our increased cost of production and high price.

Occasion:

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We make our product attractive, so that our customer will buy it also in the occasions. Use the
product as a sweet dish or as a gift.

Users:
Try to make our customer loyal. We try to reinforce & retain regular users, attract targeted non
users & maintain good relationships with ex-users.

Positioning :
The Company must decide how it will create differentiate value for targeting segments &
what positions it wants to occupy in this segment.

Our positioning tag line is Judge by the taste.

Product: Our product will be better than other fruit

product.
Service: Our product will available for twelve months for
the customer.
People: We will behave well with our customer, employees
& competitors.
Channel: Make our channels well, so that customer can get
easily the service.
Image: We create an image for our product. We use mango
picture in the can of yummy mango, which creates an
image of our product.

Requirements for effective segmentation:

There are many ways to segment a market. We make a segment of our market & find out
where we do mistakes. By this we can create an effective segmentation.

1. Measurable: The purchasing power & profile of our product must be measured.
Otherwise our target customer will not be able to buy it.

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 2. Accessible: The market segment can effectively reach & serve. So that our
customer can easily buy it.

3. Substantial: As our product is new, so, our market segment is not too large but
must have profit ability & good managing ability.

4. Differential: The segments are conceptually distinguishable & respond

differently in different variation. Like, we sale sweet mango in cane & sour mango in cane.

And the customer must able to make differentiate between these two.

5. Actionable: We will take necessary action for affective market segmentation.

Selecting Target Market Segments:

Differentiated Marketing ( Segmented Marketing) :
Differentiated Marketing strategy is target several market segments & designs separate offer for
each. For Example, Unilever strategy is target several market

As our product have two types sweet & sour. So, we make our target Differentiated
Marketing strategy.

Marketing Mix:

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Product:

Product Mission:

Our mission is, we will provide happiness to mango loving people through our products. Thats
why our tag line is Share happy.

Product vision:
As we are the leading mango manufacturer for 12 months throughout the world, our vision is to
become the mango market leader in Bangladesh.

Product objectives:

Our product objectives are-

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 Provide quality products
Gaining customer delight
Achieve the highest market share in Bangladesh.

Product Goals:

Satisfying the customer of the potential market in Bangladesh

Being the market leader of Dhaka city
Exporting other countries of the world

Price:

The product price of Yummy Mango is given below:

Product Name Product image Product Type Product Price

Sugary piece 35 BDT

mangoes are sinking
Yummy Ripe Mango
in squashy mango
juice

Yummy Green Unripe piece 32 BDT

mango mangoes are sinking
in tart mango juice

Place:

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Place basically includes the companys activities or efforts to make the product available for
target customers. This refers to methods of distribution & distribution channels. Yummy
Mango has it targets markets only in Bangladesh, meaning that its distribution have to cover a
small geographical territory. The basic strategy for distribution will be the delivery of shopping
malls like Meena Bazar, Agora, Almas and also in fast food shops & stationary shops.

Promotion:

Billboard Promotion:
A billboard is a large outdoor advertising structure, typically found in high traffic areas such as
alongside busy roads. Billboards present large advertisements to passing people and drivers.
Typically showing large, ostensibly humorous slogans, and distinctive visuals, billboards are
highly visible in the top areas. Billboards are a dominating advertising medium that cannot be
turned off, ignored or thrown away and remains the true 24/7 form of advertising.
For this reason we are promoting our product through the billboard. We will put our billboards in
high traffic areas like Gulshan-1 circle, Mogbazar signal, Motijheel circle, Framgate over bridge,
Mirpur-10 circle, Dhanmondi etc. As all of these roads are high traffic areas, the attention of our
target customers will be easily grabbed.

Shopping mall:
We all know that shopping malls are the most crowded location. In shopping mall we basically
find the upper and middle class people. Also our target market is both of these classes. In the
shopping malls mostly children and women are going to buy their desired goods and as children
are fond of ice cream, we can easily attract them through our promotion in the shopping malls.
We are targeting the most popular shopping malls for our promotion. In the shopping malls w e
will give our Yummy Mango banners and stalls there. For our promotion we are selecting
Bashundhara City shopping mall at Panthopath, Rapa Plaza at Dhanmondi, Mascot Plaza at
Uttara and Baily Star at Baily road. From Bashundhara City mall we can cover the panthapoth,

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Kawranbazar and green-road area, from the Rapa plaza we are covering Dhanmondi,
Mohammodpur, Shahabagetc, from the Mascot plaza we are covering Uttara, Baridhara
residential area etc. and from the Baily Star we are covering Baily road, Shanti nagor, Kakrail
etc.

Newspaper promotion:

Print media has an important role to play in equipping the people with information and
knowledge. Newspaper is the strongest print media in our country. Every morning newspaper
reaches in most of houses and offices. As huge numbers of people are connected to newspaper
and through the newspaper we can reach large number of our target consumers, we are choosing
newspaper as our promotion media.

For promoting our brand we are giving advertisements in the front page in the most popular daily
of our country. We are selecting Daily star amongst the English newspapers and ProthomAlo
amongst the Bengali newspapers. Both of them are the most popular and leading newspapers of
our country, thats why we are giving our advertisements in these daily.

Television advertisement:
Television advertising has been a popular medium for large retailers ever since the TV first
began to appear in living rooms. Advertising on television allows us to show and tell a wide
number of audiences about our product. It allows you to actually demonstrate the benefits of
ownership. It can show details about our product throughout television advertising; with this our
prospective customers will know what to look for at the point of sale. Television advertisements
directly and effectively influence consumers' purchasing behavior. The television advertisements
despite involving higher costs boosts up sales, and eventually lowers average costs.
For all these reasons we are giving our advertisement over television channels. We are selecting
four most admired and mostly viewed television channels which are NTV, Channel I, ETV and
ATN Bangla. We will present 20 sec advertisement in all the four channels, 4 times a day, 12
days per month. Through which are covering large number of our target market.

Promotion through game show:

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Young generation is our core target market and to get them we have to promote our
advertisements towards this segment. Actually students are our major future consumer. They are
always on the move and they are consuming mango, as it is very popular & delicious. Also they
are very much fond of mango. For these reasons we are promoting the school, college and
university students.

To influence youth people to our product we will have some game shows in the renowned
schools, colleges and universities. In terms of schools we are selecting Viqarunnisa Noon
School, Ideal School and College, Holly Cross School, Agrani School and college and Motiheel

Model College. In terms of colleges we are selecting Notre Dame, Dhaka City College, and
Rajuk Uttara Model High School and college. In terms of university we are selecting private
universities which are BRAC University, North South University, East West University, AIUB,
and UIU etc.

The rule of the game will involve the winner of the game will get a T-shirt and will get 50 %
discount in any Yummy Mango cane. We will do this for our promotion.

PROMOTINAL STRATEGY:

For Promotional Strategy we will set up a website which offers advantage better than web. By
using our website, Customer can interact with site, provide their feedback and write blog about
their experience. We can use this site to offer wealth of information about nutrient content of our
products. We Promote our Yummy Mango Product promote with Advertising and give various
promotional offers and discount to attract customer. As we say we are in Push Marketing
Strategy.

Financial Information
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 .

Budget per yummy ripe mango:

Raw-material cost 10.25tk/can

Ingredients 09.50tk/can

Electricity cost 2.00tk/ can

Can cost 3.00tk/can

Advertising cost 1.25tk/can

Marketing research and 2.50tk/can

Promotional cost

Distribution cost 2.50tk/can

Total cost 30.00tk/can

Budget per Yummy Green Mango:

Raw-material cost 10.25tk/can

Ingredients 08.50tk/can

Electricity cost 2.00tk/ can

Can cost 3.00tk/can

Advertising cost 1.25tk/can

Marketing research and 2.50tk/can

Promotional cost

Distribution cost 2.50tk/can

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Total cost 28.00tk/can

Conclusion:

Mango is very popular seasonal fruit in Bangladesh. Our product yummy mango will provide
a higher quality taste in 12 months for mango fans. It is available and reasonable for all. Our
product is natural, pure and hygienic which will give pleasure to our customers. We will
manufacturer our product in Bangladesh and spread it all over the world. Our target is to be a
mango market leader company in Bangladesh.

Reference

https://www.google.com
Principle of Marketing (Kotler and Armstrong)
Marketing Management(Kotler and Armstrong)

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