1.

Introduction:

This plan is made for our Introduction to Marketing MKT 202 course, which was
assigned by our course instructor. The initiator who wants to introduce a business and
looking for a new service product, this plan can be used by them.
Marketing is the process by which companies creates value for customers and build
strong relationships in order to capture value from customers in return. It, more than any
other business function, deals with customers. Now a day’s many new products are
entering into the market. But maximum products cannot get success for lack of following
the terms, like: Market segmentation, targeting market, positioning. If we want to
introduce a new product, obviously we should specify the market segmentation, targeting
market, positioning and positioning statement for the new product. And these factors can
be specified through a marketing plan. For the target market we have decided to
introduce the new type of fast food restaurant business. For this we have done research in
the cities about what people think about pizzas (what role do they play in people's lives,
when do they eat them and so on), what do they like about seafood, what do they dislike
about seafood, What do they want from pizzas what are the expectations about our food,
when they enter into our store. The research methods consist of several operations. The
company had prepared questionnaires and then distributed them hand-to-hand to the
target customers. We have also evaluated existing fast food restaurant brands and
potential competitors. After finishing research we have decided to introduce the fast food
restaurant on the basis of sea fish.

Our Fast food restaurant is “Sea Food Hut.”

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2. Executive Summary:

The following Marketing plan is about to introduce the new innovative fast food
restaurant by Sea Food Hut Co. It is a new company that is marketing a new fast food
restaurant containing seafood item in Bangladesh. Though Bangladeshi people are
familiar with restaurant with chicken & beef items but now-a-days people are conscious
about their health & nutrition.
Research over the past few decades has shown that the nutrients and minerals in seafood
can make improvements in brain development and reproduction and has highlighted the
role for seafood in the functionality of the human body. So our company is considering
these important factors and marketing an appropriate food items through fast food to
solve these lacking and will give new taste to the people of Bangladesh.

My company’s target is to achieve an adequate market share by establishing a strong and

reliable relationship with its customers. The Bangladesh is my target country. Our
company does not have to face competition from similar category fast food restaurant.
There are no existing brands like us but so many brands which will act as substitute floor
our restaurant. So, to it is a great challenge for the company. To get sufficient market
share the company needs to follow the marketing strategies. The company needs to
identify its target market needs and thus design the product. The company targets to
achieve a double-digit growth rate for each future year. Marketing mix is been created for
these products. The break even analysis is also done. The analysis shows that it will take
350 days to achieve the break even point.

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3. Situation Analysis:

I, the owner of the restaurant named Sea Food Hut decided to originate and market
different types of sea food (fish), which is not so available in our country Bangladesh
situated in South-East Asia. Sea Food Hut Restaurant is entering its first year of
operation. Its products are very well promising and marketing will be the key to the
development of the brand and product awareness as well as the growth of the customer
base. The Sea Food Hut Restaurant offers several different tastes, flavors of sea fish.

3.1 Assumption:
 There will no possibility to get a competitor with the same service up to
next year.

3.2 Market Summary:

To market such a service, The Sea Food hut Co. should posses’ good information about
the market and should know a great deal about the consumers. This information will be
used to better understand who is served, what their specific needs are, how to use the
marketing strategies and how to communicate with the consumers.

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3.2.1 Market Demographics:

The profile for The Sea Food hut Co. consumer consists of the following demographic
factors. To market the product the company needs to do market segmentation and have
segmented the market in this sector.

Demographic Segmentation:
# Generation- The consumers of the target market will be of between 5-45
years ages.
# Income- High and moderate earners will be the target market.

3.2.2 Market Needs:

The people of Bangladesh are aware about their health & fresh food to get nutrition. The
seafood (fish) the item that contains nutrition, minerals & iodine those are essential for
the proper function of human body. So, there is a lot of demand for this kind of service.

3.2.3 Market Trends:

Because of the consciousness of the people of Bangladesh about health, they are now
searching a fast food restaurant, which will remove the blame about the fast food that it is
bad for health. They are taking food for their satisfaction and change brands if it fails to
satisfy them. As there are a lot of brands it is difficult to satisfy the consumers and keep
them by providing them taste & healthiness.

3.2.4 Market Growth:

The tendency of people of Bangladesh is increasing to take ready food. There are
introducing many fast food restaurant everyday. The market growth rate is increasing in
Bangladesh.

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3.2.5 Competition:

There are a lot of existing brands of fast food restaurant. There are foreign brands as well
as some local brands also. Here three best competitors of fast food restaurant are
discussed.

i) Pizza Hut
ii) KFC
iii) A&W Restaurants.

i) Pizza Hut:

Pizza Hut is not only the acknowledged leader of pizza industry worldwide, but it is also
the world’s largest pizza chain with more than 6,100 restaurants in the United States and
over 5,500 restaurants in 97 countries and territories around the world, employing more
than 300,000 people, serving 1.7 million pizzas everyday to more than seven million
customers.

Pizza Hut in Bangladesh

Transcom Foods Limited, a concern of Transcom Group is the franchisee of Pizza hut in
Bangladesh. With a seating capacity of 220 persons, the first outlet of Pizza Hut opened

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South Avenue, Gulshan-1 at 6th December. Currently there are three outlets, two in
Dhaka which are situated at Gulshan and Dhanmondi other at Chittagong. Very soon
Pizza Hut is going to open another new outlet in Dhaka (Baily Road). All foods served in
the outlets in Bangladesh are 100% halal.

Excellent food & service at affordable prices

The first and the only truly international chain restaurant in Bangladesh, Pizza Hut offers
the same great taste, wonderful dining experience and excellent service at affordable
prices.

Customer Mania
Their goal is to become the best restaurant operator in the industry, they believe that it
can only be achieved by focusing exclusively on customers.They train their all team
members and officials on 'Customer Mania'(The objective is to satisfy customers in every
possible way, i.e not only serving there desired items, accurately and promptly, but also
making sure that there is absolutely no compromise in their hospitality) to enlighten them
about the importance of being passionate about their customers. Not only do they listen
and respond to their customer's needs, also try go far above their expectations.

Environmental considerations
Pizza Hut uses environmentally friendly materials where applicable, e.g. water based
paint and recycled Pizza boxes.

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ii) KFC

KFC stands for high quality fast food in a popular array of complete meals to enrich the
consumer’s everyday life. KFC strives to serve great tasting, “finger licking good”
chicken meals that enable the whole family to share a fun. Uninhibited and thoroughly
satisfying eating experience, with same convenience and affordability of ordinary Quick
Service Restaurants.

KFC in Bangladesh

Transcom Foods Limited, a concern of Transcom Group is the franchisee of KFC in

Bangladesh. The first ever KFC restaurant has been opened in September at Gulshan,
Dhaka with a seating capacity of 178 persons. In the coming days, KFC plans roll out
more restaurants in Bangladesh

iii) A&W Restaurants.

A&W was arguably the first successful food franchise company, starting franchises in
1921. Today it has franchise locations throughout the world, serving a typical fast food
menu of hamburgers and French fries, as well as hot dogs. A number of its outlets are
drive-in restaurants with carhops. The company name was taken from the last name
initials of partners Roy Allen and Frank Wright. The chain is currently owned by Yum!
Brands.

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An A&W outlet in Gulshan 1, Dhaka, Bangladesh.

A&W opened its first outlet in Bangladesh on 15 December 2004. This 170-seat outlet is
located at Gulshan 1, Dhaka is the largest A&W outlet in South Asia. The food served is
100% halal and is very popular with the local youth population, with root beer being the
driving force of the large number of sales. A&W Bangladesh serves an "All you can eat
offer" during the Muslim holy month of Ramadan and "Baishakhi Bonanza" during the
Bengali new year. As of August 2008, the restaurant was closed due to unknown reasons
and is said to reopen in mid 2009 at new location in Gulshan 1.

3.3 Sales:
The following table forecasts sales based upon the Market Segmentation Strategy. Sales
will be all over the year in this industry. The sales will steadily increase as the advertising
budget increases. Sales forecast and also the cost of sales of this service for the first three
years is stated in the following table( in TK ).

Projected Sales 2010 2011 2012

Sales 33000000 41800000 50400000

Direct Cost Of Sales 2010 2011 2012

Subtotal Cost Of Sales 11000000 15200000 19840000

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3.4 Strategic Markets:
The planning process that yields decisions in how a business unit can best compete in the
markets it elects to serve. The strategic plan is based upon the totality of the marketing
process.
Here the strategic markets showing our companies projected sales into each key market
segments and the % share of individual markets in following 3 years ( in TK ).

2010 % 2011 % 2012 %

High Income 15840000 48 18810000 45 21168000 42
Moderate 12870000 39 18810000 45 2016000 40
income
Others 4290000 13 4180000 10 9072000 18
Total 33000000 100 41800000 100 50400000 100

Graphical presentation of sales forecast on the basis of market segmentation.

60000000

50000000

40000000
High Income
30000000 Moderate income
Others
20000000
Total
10000000

0
2010 2011 2012

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3.5 Key Products:
The Sea Food Hut Restaurant will contains the following Sea fish food item-
APPETIZERS

1) Pasta Sea Food

2) Hot Teriyaki

3) Fish-and-Chips

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4) Pakistani Fish-and-Chips

5) Dizzy shrimp

6) Shrimp Noodles

7) Bali noodles

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8) Bird nest of Bali

9) Sea Food Strew

10) Seafood Pizza

SOUP & CHOWDER

1) Lobster soup

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2) Lobster chowder

3) Shrimp Soup

4) Prawn Chowder

5) Bali Soup

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LAUNCH & DINNER
1) Chanda Fry

2) Fried Shrimp

3) Grilled Salmon

4) Prawn & Curd Curry

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5) Saucy Fish Cutlets

6) Prawn Shaslic Vegetable

7)Spicy Maach ( Fish )

8) Fish Kofta

9) Fish Vegetable Curry

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10) Fish Pineapple Curry

OTHER ITEMS

1) Special Mutton Jhol Curry

2) Thik Gravy Chicken Curry

3) Tandoori Chicken

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4) Meat Kabab

5)Beef Korma

3.6 SWOT Analysis:

The following SWOT analysis captures the key strength and weaknesses within the
company, and describes the opportunities and threats facing Unity Co.

3.6.1 Strengths:
 The demand of the product.
 Good relationships with many perspective customers in the target market.
 Cheap labor cost and well trained employees.

3.6.2 Weaknesses:
 The need for reliance on outside investor
 Consumer’s unsteadiness for being with a specific brand.
 The difficulty of developing brand awareness as a start-up company.

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3.6.3 Opportunities:

 The increasing number of users.

 Increasing sales opportunity.

3.6.4 Threats:
Potential competition from larger, well established competitors.

3.7 Key sales areas:

Key sales areas are the 5 places of Dhaka city.

Projected sales in tk. in following years.

2010 2011 2012

Uttara 6900000 8580000 9999000
Dhanmondi 7000000 9980000 9989000
Bonani 6600000 8280000 9685000
Gulshan 6200000 8240000 9695000
Farmgate 5400000 6720000 9682000
Total 32000000 41800000 50400000

4.0 MARKETING OBJECTIVES:

 Establish this brand as a pioneer in this sector
 Generate brand equity at the consumer Market.
 Develop brand awareness and acceptance, quantified by a decrease in customer
acquisition costs.
 Steadily increase market share by 5% every quarter.
 Continue to decrease the variable costs associated with the production.
 Develop efficiency and effectiveness in the production of the service through
advanced technology and scientific analysis.

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5.0 MARKETING STRATEGY:
The 4p of The SEA FOOD HUT CO. is discussed Below

SEA FOOD HUT ( Fast Food Hut Restaurant)

PRODUCT

Sea fish items which has four division

 Appetizers
 Launch & Dinner Items
 Soup
 Other Items ( Chicken & Meat )

PRICE

Appetizers

Items Price (TK )

Pasta Sea Food 150
Hot Teriyaki 280
Fish-and-Chips 65
Pakistani Fish-and-Chips 120
Dizzy shrimp 210
Shrimp Noodles 180
Bali noodles 180
Bird nest of Bali 150
Sea Food Strew 250
Seafood Pizza 200

Soup

Items Price (TK )

Lobster Soup 130 (Half )
Lobster Chowder 220 (Half )
Shrimp Soup 110 (Half )
Prawn Chowder 200 ( Half )
Bali Soup 150 (Half )

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Launch & Dinner

Items Price (TK )

Chanda Fry 200
Fried Shrimp 220
Grilled Salmon 380
Prawn & Curd Curry 250
Saucy Fish Cutlets 180
Prawn Shaslic Vegetable 220
Spicy Maach 200
Fish Kofta 150
Fish Vegetable Curry 180
Fish Pineapple Curry 190
Oter Items
Special Mutton Jhol Curry 230
Thik Gravy Chicken Curry 185
Tandoori Chicken 350
Meat Kabab 280
Beef Korma 250

PLACE

Location: Within The Dhaka City

Inventory: Specific amount of inventory will be maintained for backup.

Transport: There will be self Transport system for gathering ingredients of food items.

PROMOTION

Advertising

 Advertisement efforts more than the competitors.

 Giving initial discount

The vehicles we will for their advertisement are usually these:

TV

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 Radio
Billboard
Newspaper
Magazine
Shop signboard.

6.0. SCHEDULES:
The following areas will be monitored to gauge performance:

 Revenue- monthly and annual.

 Expenses- monthly and annual.
 Customer satisfaction.
 Advertising programs.

6.1 Implementation:
The following milestones identify the key marketing programs. It is important to
accomplish each one on time and on budget.

Milestones Plan
Milestone Start Date End Date Budget Manager Department
Marketing plan 24/08/09 05/10/09 0 AFR Marketing
completion
Advertising 05/10/09 20/11/09 300000 RTL Marketing
campaign(1)
Advertising 15/10/09 30/11/09 500000 ANR Marketing
campaign(2)
Development of 05/09/09 15/09/09 0 TMM Marketing
the retail channel
Totals 900000

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7. SALES AND PROMOTION:

Sales promotion is one of the four aspects of promotional mix. (The other three parts of
the promotional mix are advertising, personal selling, and publicity/public relations.)
Media and non-media marketing communication are employed for a pre-determined,
limited time to increase consumer demand, stimulate market demand or improve product
availability.

7.1: Distribution channel:

There are no needed of distribution channel because it is a service and the producing &
consuming will be occurred at the same time.

7.2: Advertising and Promotional Campaigns:

As a new business organization in the market and trying to establish a new brand, so it
needs a huge promotional campaigns and advertisement programs to create awareness
among mass people. At the beginning it will give 10% discount. As its price is
competitively low than that of competitors it will capture a better public concentration. It
will use both electronic media and print media for giving advertisements. As there is
some strong and established laundry soap brand in the market, so must take huge
promotional and advertisement program to capture the market.

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8.0 FINANCIALS:

.It will address Break-even Analysis, sales forecasts, expense forecasts, and indicates
how these activities link to the marketing strategy.

8.1 Break-even Analysis:

Here,
Estimated Fixed Cost = 3000000
Estimated per day sales= 100000

Estimated Fixed Cost

Break Even Point =
Estimated per day sales

3000000
=
100000
= 300

From the break even analyses it can assume that after 300 days we will achieve our
estimated profit.

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8.2 Expense Forecast:

Activities Total (TK)

BILLBOARD 300,000

PRINT MEDIA 80,000

EVENTS 50,000
POP MATERIALS 150,000

PRESS 120,000
CONFERENCE
Ad Firm 400,00

9.0 CONTROLS:

9.1 Contingency Planning:

A Contingency plan is a plan devised for a specific situation when things could go wrong.
Contingency plans include specific strategies and actions to deal with specific variances
to assumptions resulting in a particular problem, emergency or state of affairs. They also
include a monitoring process and “triggers” for initiating planned actions.

Difficulties and Risks:

 Problems generating visibility..

 An entry into the market by an already established market competitor.
 Determining that the business cannot support itself on an ongoing basis.
 Having to liquidate equipment or intellectual property to cover liabilities.

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10:APPENDIX:

10.1 References:

1. www.mplans.com
2. Marketing Management-Philip Kotler and Kevin Lane Keller.
3. Business Communication- Lesikar.
4. http://www.google.com.bd/#hl=bn&source=hp&q=marketing+plan&btnG
marketing+plan&fp=1c720b1961f32803

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