Term paper

on
Marketing Plan of ‘Proticinergy
Milkshake’
 Prepared for:
Course: EM 505 – Principles of Marketing
Fall Semester 2018
Course Instructor:

Md. Kazi Raihan Uddin

Assistant Professor,
Department of Management
Faculty of Business Studies
University of Dhaka

Prepared by:
Group name: Creative Betas
Sl. no. Name Id

1 Foyaz Mahmud 3-18-39-046

2 Sk.Redwan Ferdous 3-18-39-053

3 Md. Golam Mortuza 3-18-39-059

4 Md. Saifur Rahman 3-18-39-065

5 Khaja Bakir Ahmad 3-17-37-051

Submission Date: Tuesday, November 27th, 2018

Page | 2
 Letter of Transmittal

November 27, 2018

Md. Kazi Raihan Uddin

Assistant Professor,
Department of Management
University of Dhaka.

Subject: Submission of term paper on developing marketing plan of a new product namely
Proticinergy MilkShake

Dear Sir,
We are submitting our term paper titled ‘Marketing Plan of Proticinergy Milkshake’ as a part
of the requirement of the course. Your guideline has been followed in every aspect of
preparing this assignment. We have really enjoyed working on this project, tried our best to
make this as better as possible and we hope that our work would reach the basic level of your
expectation. Although the main purpose of the term paper is to identify the stages of a new
product development. We would like to express our gratitude to you for your tiresome effort
for us which provided the opportunity to complete this term paper.

We therefore, hope as well as believe that you will be kind enough to accept our term paper
and oblige thereby.

Sincerely,

Khaja Bakir Ahamd; ID: 3-17-37-051

On Behalf of the Group Creative Betas

Page | 3
 Acknowledgement

Thank you our course instructor Md. Kazi Raihan Uddin give us topic “Marketing plan of
one products” and start us to research this topic and assure us that he will help us. Then we
start this research and observe many unknown and sensitive subject. We are very glad that in
spite of many limitations we have completed the Term Paper successfully. At the time of
preparing this Term Paper, we received cordial and sincere assistance from many concerns.
First of all we want to thank the immeasurable grace and profound kindness of Almighty
Allah, the supreme authority of the universe. Then we would like to thank to assign this type
of work and lots of cordiality to all our group members for their kind consideration. At last
once again we like to praise those persons whoever comprehends this proposal, with the
name of Almighty.

Page | 4
 Executive Summary
We are here to launch a new product namely Proticinergy MilkShake which a product of
AGRO BD. We have prepared a marketing plan on that basis of certain decorum. We have
named ‘Proticinergy’ which is a combination of Milk Protein, Caffeine, Anti-Acidity
(Reflux) Formula. Since the raw materials are very much available in our country, we have
decided to give the product an indigenous image.
Proticinergy MilkShake is a kind of Shake drink with multivitamin formula that provides
the consumers processed milk, caffeine, anti acidity formula, mineral salts, refined
saccharine, vitamin-E and minerals. For distributing Proticinergy MilkShake, we have
decided to launch three product lines. The Shake would be launched in the market at 250 ml.
500 ml. and 1 Liter bottle where 250 ml package is the basic product for almost 80 percent
of our target market segment.
We have set a reasonable price for the product so that all kinds of people can afford to buy
this shake. AGRO BD have been followed the Target Costing pricing approach for setting the
price of Proticinergy MilkShakae. We would gain a competitive advantage as the first mover
because we don’t have any direct competitors.
Our basic target segment is the young working class / busy people as well as athletes for the
product. Bangladesh is a rapidly growing economy where potential people are getting busier
day by day to contribute to the development of the nation and they are looking for such
multivitamin product which will minimize the cost and time of having a cup of coffee, a glass
of milk and antacid tablets/syrups for the most common gastric problem individually. These
things are not easily gettable everywhere even in the cities which is the core opportunity of
for us to fill up the gap by making Proticinergy MilkShake more available as well as
affordable. Our target market includes also health conscious people. We have segmented our
target customers from the Demographical, Geographical and Psycho graphical & Behavioral
point of view.
We are also using an attractive packaging formula with automated machine which has been
imported from Korea Republic and Germany; that will encourage people to have a taste of it.
If they get to like it, then the product might become favorable as it contains varieties of
nutritional values.

Page | 5
 Table of Contents

I. Executive Summary……………………………………………………………………....5
1. Introduction ........................................................................................................................ 8

1.1. Origin of the report:..................................................................................................... 8

1.2. Objectives: ................................................................................................................... 8
2. Name of the Product - Proticinergy MilkShake ................................................................. 9
3. Product Description .......................................................................................................... 10
3.1. Product Portrayal: ...................................................................................................... 10
3.2. Product Profile: ......................................................................................................... 10
3.3. Packaging: ................................................................................................................. 11
3.4. Labeling:.................................................................................................................... 12
4. Methodology..................................................................................................................... 13
4.1. Primary Data: ............................................................................................................ 13
4.2. Secondary Data: ........................................................................................................ 14
5. Limitations ........................................................................................................................ 15
6. Market Research and Analysis ......................................................................................... 15
6.1. Market Description:................................................................................................... 15
6.2. Market Segmentation/Targeting:............................................................................... 16
6.2.1. Geographic: ........................................................................................................ 16
6.2.2. Demographic: ..................................................................................................... 17
6.2.3. Psychographic: ................................................................................................... 17
6.2.4. Behavioral: ......................................................................................................... 17
7. Positioning ....................................................................................................................... 18
7.1. Target Market: ........................................................................................................... 18
7.2. Market Needs: ........................................................................................................... 19
8. Market Opportunity and Issues: ....................................................................................... 20
8.1. SWOT Analysis......................................................................................................... 20
9. Marketing strategy ........................................................................................................... 22
9.1. Mission: ..................................................................................................................... 22
9.2. Marketing Objectives: ............................................................................................... 22
9.3. Financial objectives: .................................................................................................. 23

Page | 6
10. Marketing Mix .............................................................................................................. 24
10.1. Product: .................................................................................................................. 24
10.2. Price: ...................................................................................................................... 24
10.3. Place: ..................................................................................................................... 24
10.4. Promotion: ............................................................................................................. 25
11. Financial Projections ..................................................................................................... 26
12. Reviews and Control: .................................................................................................... 29
12.1. Action Programs .................................................................................................... 29
12. Conclusion .................................................................................................................... 31
13. References ..................................................................................................................... 32
14. Appendix ....................................................................................................................... 33

Page | 7
 1. Introduction

1.1. Origin of the report:

With the growth and development of modern era here in Bangladesh, the education system
and its requirements are getting more advanced in terms of shape and characteristics. Hence
to fulfill the mandatory partial requirement of the course namely Principles of Marketing
which is one of the foundation courses offered regularly by the Department of Management
(Evening MBA), Faculty of Business studies, University of Dhaka; our respected instructor
of this course Md. Kazi Raihan Uddin has assigned us to make a comprehensive report
which should be focusing on a new product development. Thus we, the Creative Betas,
prepared this report on a product with almost a new concept namely PROTICINERGY
MILKSHAKE which is the inaugurator product for AGRO BD.

1.2. Objectives:

The core purpose of this report is to learn the process of a new product development in a
practical way so that it makes sense to all of us and also make the concept clear enough to
identify. As per the instruction we have got on this report, we have found the following
objectives to the best of our knowledge –

The main objective of this report is to understand the process of new product
development
To observe the market policy and market place in Bangladesh.
To define what is new product
Market scenario in Bangladesh
To gather some practical knowledge about target marketing and positioning
Financial aspects and projections on the basis of a core product outflow
Ensuring marketing mix
Developing a brand as well as product for a newly inaugurated venture
Learning the steps in the new - product development process.

Page | 8
 To understand the basic requirements on the field of knowledge and
experiences to be studied for a new product development.

2. Name of the Product - Proticinergy MilkShake

We named our product “Proticinergy MilkShake” which is the very initial product of our
company, AGRO BD. The core reason behind choosing this name is to make it easier for the
common people to identify the health and nutritional aspect and also to make this name
meaningful in reality. The meaning of Proticinergy is the combination of Milk Protein,
Energy Boosting Caffeine and an Anti Reflux(Acidity) Formula which will energize the
young and potential people with the proper nutritional values with the cheapest, easiest and
healthiest possible way. We forecasted by our own that since this an uncommon theme with a
newly generated concept as well as wording which has a high possibility to be able to grab a
space in the consumer mind.

Brand Slogan: Drink Healthy – Live Stronger – Stay Energized

1. Product & Company Logo

Page | 9
 3. Product Description

3.1. Product Portrayal:

Proticinergy MilkShake is a product is an extraordinary type of shake which still has no

direct competitors in the market place here in Bangladesh. The product is a combination of
Milk Protein + Caffeine + Anti-Acidity (Reflux) Formula, which is a unique and pioneer for
the target segment of young, promising, energetic and potential population who are actually
the torch bearer to the whole development process of modern Bangladesh. The Proticinergy
MilkShake will be processed and sold in glass & bottle of convenient sizes of 250 ml, 500 ml
and 1 liter. The Proticinergy MilkShake will be very much refreshing, energizing and provide
great support to the young people. The basic benefits of Proticinergy MilkShake will be a
smoother relief from panic of workload by caffeine, energize and strengthen the body as well
as mind by milk protein and most importantly it will minimize the dependence on Antacid
tablets or syrups or any other anti acidity medications by the anti acidity formula. Our target
is to protect the young potential generation form the mental and physical barriers to their
effort and best contribution to the economic, social, educational and the whole infrastructural
development of our beloved Motherland Bangladesh.

3.2. Product Profile:

Name of the Product : Proticinergy MilkShake

Type of Product : MilkShake

Ingredients : Milk Protein, Caffeine, Anti-Acidity (Reflux) Formula, Mineral
Salts, refined saccharine, Vitamin E.
Container : Stylish glass bottle and polyester paper pack
Container size : 250 ml, 500 ml, 1 Liter
Product Price : Pricing is unique by measuring the coast of every individual
packaging –
250 ml – BDT 30/-
500 ml – BDT 45/-

Page | 10
 1000 ml – BDT 60/-
Estimated Durability : 2 Months from date of manufactured
Machinery used : Advanced automatic machineries imported from Korea Republic
and Germany.
Brand Slogan : Drink Healthy – Live Stronger – Stay Energized

3.3. Packaging:
Packaging is to us nothing but wrapping product with a hygienic and attractive way to fulfill
the desired demand of our customers/consumers. The process of packaging our product is
fully automated and free from any touch of hands. Proticinergy MilkShake is bottled and
packaged in such a way that it looks attractive to the consumers and also ensures the safety of
this product by packaging it in an air-tight sealed, hologramed and of course approved by
BSTI.

Figure 2 - Packaging

Page | 11
 3.4. Labeling:
The label better explains the products and also the brand that it’s safe and healthy by its color
as well as design. Proticinergy MilkShkae has been shown its own value in the labeling
which is also forecasting the level of acceptance to consumers. The labeling of Proticinergy
MilkShkae makes it unique, focusing and more tangible in terms of values than the existing
products of competitors.

Nutrition Facts at Proticinergy MilkShake

Serving per bottle/Can of 500ml.
Milk Protein, Caffeine, Anti-Acidity (Reflux) Formula, Mineral
Salts, refined saccharine, Vitamin E, Minerals
BSTI Approved
Best to have within 40 days from to production
Company sign with hologram
100% Hallal and Healthy
Price: 250ml = BDT 30/- | 500ml = BDT 45/- | 1 Liter = BDT 60/-
No artificial color and No Fat

Figure 3 - Labeling

Page | 12
 4. Methodology

To prepare the report we have to collect both primary and secondary data. The following
sources have been used for the purpose of collecting the data.

4.1. Primary Data:

Direct Communication: Face to face conversation with a group of target segment.

Expert opinion: Discussion with the Marketing professionals, colleagues and
batch mates who are already in professional field of marketing and sales.
Course Materials: Principles of Marketing Text Book by Philip Kotler, and the
class lectures.

Randomly we had verbal interviews of 50 persons who are doing Evening MBA as well as
employed somewhere in professional field. We have given a brief on our product concept to
everyone and the only question from us was if they will have Proticinergy MilkShake if we
launch this to the market. Surprisingly we have found 37 persons with a positive answer and
even who answered negative they also ensured that they will definitely have Proticinergy
MilkShake if they will find that it’s effective to our target segment.

Will you have Proticinergy MilkShake if Agro BD

will launch it to the market?
Yes No Nutral

5%

17%

78%

Figure 4 - On Field Survey on the Target Market

Page | 13
We had verbal communications with Mr. Mehad ul Haque who is in the Lead position in the
New Business and Investment Department, Sheba.xyz; and Professor Mohammed Tareque
Aziz (Ph.D), CEO & Lead Consultant, CSQE (Authorized SQI Certification Consultancy).

These two persons helped a lot to generate the idea of how a new product can be launched in
the market place.
Mr. Mehad Ul Haque has given us a brief idea about the proper way of investment to a new
business which actually helped us to make the pricing of such a unique product Proticinergy
MilkShake with measuring the probable costs/expenses of our overall steps from production
to supply chain.
As Professor Mohammed Tareque Aziz is a Ph.D in Relationship Marketing and Retailing, he
has given us the idea of our distribution channels to the retailers and wholesalers. Moreover,
he has requested to maintain a very good relationship with the customers as modern
customers/consumers are more like partners who have a rich contribution to a business. As
Proticinergy MilkShake is a new product, making a potential customer base should be one
of our preliminary concerns, he added.

4.2. Secondary Data:

Sample of marketing plan from the internet

Report of the Bangladesh BSTI
Relevant book, newspapers, journals, website and various study reports
A scholarly publication on new product development1

1
Bhuiyan, N. (2011). A Framework for successful new product development. Journal of Industrial
Engineering and Management, 4(4). doi:10.3926/jiem.334

Page | 14
 5. Limitations

Though we have completed our report on new product development on Proticinergy

MilkShake, we have faced some limitations. The limitations we have faced have been briefed
below:-

There is lacking of updated information

Lack of time to sit together off the class because of professional business
Due to lack of work experience, there is a probability of having some
mistake in the report
Lack of proper knowledge
Though we have done some basic verbal surveys, if we could have
responded to our work in time, there might have an opportunity to do a
comprehensive survey with questionnaires
We have lack of communication among our group members do different
types of works with different time schedule, though we were connected all
the time over the phone to communicate with each other

6. Market Research and Analysis

AGRO BD wants to develop and introduce a new Product called Proticinergy MilkShake.
So, we have gathered information through interviews as we mentioned earlier in
methodology part. We made an on field verbal survey of the market to have a clear idea about
if we will be getting early responses after launching Proticinergy MilkShake or not. This
information helps us to know about the current market and prospects of our new product.

6.1. Market Description:

Bangladesh is a country of about 150 million people. The total market size of the beverage
industry is about 20 million and day by day it is increasing. We have a market of different
convenient product. But as we, The AGRO BD is launching its new as well as very initial
Page | 15
product Proticinergy MilkShake; we are focusing on the promotion and most importantly
looking forward to a satisfied customer base who will be our indirect marketer who will use
word of mouth to spread out about our product. Among the population we worked out few
segments of customers who will prefer our product most, we are initially concerned about the
target working age group of 18-45 years old people.

6.2. Market Segmentation/Targeting:

We have observed and analyzed the market and based on the nature of the market we
segmented the market in the following sectors:

6.2.1. Geographic:
At the beginning our entire market will introduce our product in Dhaka City and the other
metropolitan cities.
Especially for the convenient transportation areas.
Our total targeted are population is almost 2 million for the initial stage

Page | 16
6.2.2. Demographic:
Our target customer age range will be 18 years to 45 years.
Mini pack (250ml), Medium Pack (500ml), Family Size Pack (1L)
Young Generation

6.2.3. Psychographic:
Social Class (Middle class and lower-middle class)
The Health Conscious and Responsible people

6.2.4. Behavioral:
Benefits (Quality product) good for health and maximizes energy
Attitude toward product ( Positive) because of multi advantages
Quality concern people
Bundle product lover (3 in one)

Page | 17
 7. Positioning
We have analyzed the segments; we decided our target market according to our product
category. The target customers of “Proticinergy MilkShake” are young people, health
conscious people, white collar working class people, sportsmen and tourists. If we consider
price versus taste received then we can see that taste received is more in value. Therefore
charging prices that we have mentioned earlier is justified. The following graph gives a clear
idea of our target market.

7.1. Target Market:

We separate our target market into four different segment based on their geographic,
demographic, psychographic and behavioral characteristics.

Adult 18-45 years - 50%

Athlete - 20%
Younger people – 2\0%
Tourist - 10%

Target Customer
10%

Adult 50%
20% Athlete 20%
50% Younger People 20%
Tourist 10%

20%

Figure 6 - Target Customer Segment

Page | 18
 Adult: The general adult people will acquire a significant portion of our target market
because they are already involved in important tasks to different sectors, get tired and
suffer from acidity the most. So, Proticinergy MilkShake will be a very good solution
for them.
Athlete: Athlete people basically the sports person are one of our largest target
markets. In this segment, we get a lot of potential customer. They are much more
concerned on the values that Proticinergy MilkShake bears. About 5 million people of
this total number are Athlete. They spend about BDT 5000/- in a month on an
average.
Younger People: Young people are one of our major considerations because they are
the potential manpower who can better contribute to the development of our
motherland Bangladesh.
Tourists: Every year a huge number of tourists visit Bangladesh. We want to provide
them with Proticinergy MilkShake.

7.2. Market Needs:

“Proticinergy MilkShake” wants to satisfy its customer’s need which is why it is important to
identify the market needs. Our first consideration is to provide the best product to our
consumers. That’s why we offer three different sizes of bottle with different prices for its
different segment of customers.
250ml : The lowest possible price for the mid-level social class and individuals.
500ml: Its target is the young working people and athletes
1 liter: Nuclear family size.

Page | 19
 8. Market Opportunity and Issues:

8.1. SWOT Analysis

Strengths

Unique product features in terms of nutrition, flavor, packaging, tests, hygienic etc
High quality product offering.
Less price than competitors.
Maintaining strong delivery schedule.
Company has strong manpower.
Customer loyalty of the company.
Use of modern technology & Public Relations.
Financial stability.
Product has the brand personality.
Vast Market.

Weaknesses:

“Proticinergy Milkshake” is kind of a new product line of the company.

As it is a new flavor product, it will be difficult to manage customers for the
company.
Lack of proper knowledge about the market and the demand because it’s never
surveyed before.

Opportunities:

There is a demand for this kind of product.

Good and initiative employees.
Mature retail market in Bangladesh.
Developed communication channel.
Company has a lot of proper channels to deliver the product.

Page | 20
Threats:

The present milkshake manufacturers are also strong competitors.

As it is a new product, there is a chance of rejection by the market.
It may fail to fulfill the expectations of the customers.
High cost of the raw materials.
Political environment of the country.
Lack of brand awareness.
Foreign milkshake companies.

Competitors Strength:

Established brands- the competitors have established brand like Aarong, StarShip,
Pran, Milkvita etc.
Product supply- the competitor’s product supply is very larger than our product.
Price- the products are similar price like us.

Competitors Weakness:

Tasty and healthy alternative to Milk and coffee etc.

We provide our product as a solution of nutrition and different diseases .

Page | 21
 9. Marketing strategy

The greatest objective is to establish our new brand in the industry. The marketing strategy
will seek to first create customer awareness regarding the product and establishing
connections with targeted markets and work toward building customer loyalty and referrals.

The major marketing strategies are-

Increase awareness and image.

Cross selling.
Quality and test leadership.
Mass distribution.

We decide to market this product all over the country especially in the urban and sub urban
areas. Customers will be communicated through advertisements such as leaflets, quality
posters, Kiosks, newspaper ads, internet and other media ads & later on radio & TV ads.

9.1. Mission:

To provide customer highest quality Milkshake and attract current customers of the present
Milkshakes. Generate brand equity in the market so that in future no company can take the
market by producing same product.

9.2. Marketing Objectives:

Running these product there are a lot of possibility in marketing and financial gain. It will
help the company to increase total sales volume. So our main objective is to satisfy our
customer and do maximization of profit. At the same time it will enable the company to
capture greater market share.

Page | 22
 9.3. Financial objectives:

The product will have three types of packets. The sizes of the packets are small, medium and
large.

Four main factors will help us decide what to charge for our product or service:

Our fixed and variable costs;

The profit we want to make;
Our market research data on competitors’ prices;
To reach the breakeven point within 15 months.

Page | 23
 10.Marketing Mix

Our marketing mix for the new product “Proticinergy Milkshake” is as follows:

10.1. 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. 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 Milkshakes in the
market. Generally different size of Milkshake packet will be produced for customer. These
are small, medium and big size.

10.2. Price:
Price is the amount of money customer wish to pay to obtain the product. Necessary
strategies pertain to the locations of customer price flexibility related item within a product
line and terms of ale. Here, they can set maximum Tk.30 for small and TK.45 for medium
and TK 60 large packet. 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 customers.

10.3. Place:
By using the present distribution channel AGRO BD can easily market this new product. The
company has many consumer products. The company can use its present marketing channel
to make the products available all over the country. We also can make some new channels
and assign some distributors to promote this new product. AGRO BD can also use its current
delivery vehicles to deliver the new product to the wholesalers. The company can use its local
offices to deliver to the retailers. So at introduction stage, company’s current marketing
channel is enough to deliver the products to wholesalers and retailers. We can use mobile

Page | 24
shop in the shopping malls, offices and crowded areas so that people can purchase the
product easily when they like to consume.

10.4. Promotion:
It plays an important role in the exchange process by informing customers of a Company’s
product or service and convincing them of its ability to satisfy their needs or wants.

We will use the following promotional mix:

Advertising
Personal selling
Direct marketing
Sales promotion

AGRO BD will take a large promotional program for this product. The company will keep a
handsome amount for the promotional activities of the product. As it is a new Product more
promotion is needed to build up the product awareness. AGRO BD will use ads through TV,
Radio, and Newspaper, Internet, Information, Home Delivery, Bill Board, Ticket Advertises,
Concert Programs, Power point Information, Banner, Festoon, Placard, Joining Fair to aware
people about this Product. The company will present its Milkshake to the market as healthy to
athletes as well as young working people.

Page | 25
 11.Financial Projections

This section will offer a financial overview of “Proticinergy Milkshake” as it relates to the
marketing activities. ARGO BD produces 250ml, 500ml and 1000ml milkshake bottles which
sales price respectively BDT 30, BDT 45 and BDT 60.ARGO BD have addressed all
expenses forecasts with fixed costs and variable costs and with the first six months estimated
sales, break-even analysis, and the possible profit after six months for the 250ml bottle which
sales price is BDT 30.

Expenses Forecast:

Estimated total Cost for 180000 units for the first Six Months:

Fixed cost Variable and others cost

Cost name Taka Cost name Take

Rent 300000 Direct Raw material 2000000
Employee salary 500000 Direct labor 1000000
Administrative expense 200000 Distribution 200000
Promotion expense 500000 Commission 500000
Insurance 20000
Interest 50000
Operating expense 250000
Miscellaneous 200000
packaging 600000
Total fixed cost 1500000 Total Variable and others cost 4820000
Total cost = Tk.6320000

Page | 26
Sales Forecast

On an average per piece of milkshake will be sold for Tk.30 and total variable cost per unit
Tk.20

Variable cost Taka(per unit)

Direct materials 11.11
Direct labor 5.56
Other variable cost 3.33
Total 20

Break-even Analysis

fixed cost
BEP = sales price per unit−variable cost per unit

1500000
BEP =
30−20

= 150000 units

So, breakeven point can be achieved with 150000 units or Tk.4500000. Our target sale is
150000 units within 6 months that we can reach BEP position.

Page | 27
Estimated Sales for the first Six Months

Estimted Sales (units)

50000
45000
40000
35000
30000
25000 49000 consecutive
45000
20000 month
15000 30000
10000
15000
5000 8000
3000
0

There will not be enough sales in first month. In the second month the sales will be increasing
at a satisfactory rate. From the third month the increasing rate of sales will be very high. That
means from month three there will be a steady increase in production and sales.

Page | 28
 12.Reviews and Control:

Marketing plan includes different kinds of budget and managerial assignment for every action
program. We describe how to implement marketing plan. For control purposes, the plan also
allows for quarterly comparison of actual versus projected sales and expenses. If we cannot
do this comparison among the plan then we never go to the competition. For our better
performance we need comparison between actual and projected sales and expenses. If there
find out any gap in plan and output, we have to take corrective actions. Not only that, if there
is any problem arise in production, marketing process, or any other areas, we have to take
necessary steps to overcome that. Finally, the management will monitor the total
environment, progress, and gap and will take the corrective actions if necessary. The
company always has to maintain the TQM (Total Quality Management).

12.1. Action Programs

The new brands of “Proticinergy Milkshake “will be introduced in July. We make an action
program for the next six months. And we believe that, if our six month action programs will
run well, then we will achieve our goals easily. And we will continue our business according
our cycle.

July:

As we know there is no alternative without advertising to reach the product to the customers
mind. Therefore at the eve of month we will advertise to the social media (like facebook,
instragram etc) and newspaper about our new product. Our product is low involvement and
buyers show habitual buying behavior therefore we will advertise on different TV channels
so that we can develop unique position to the customers. Then we will collect their
information of social media and different dealers. At the last of Month we will start
production our new multivitamin beverage product named “Proticinergy Milkshake”

August:

At the beginning of the month will arrange a meeting for the suppliers, dealers and some
specific customers. For advertising campaign we will go to different schools, university,
Shopping malls, and parks to provide them a leaflet through which they can write their

Page | 29
opinion and leave the leaflet to the retailer and we will collect it and they will get tk.50
discount if they buy 10 pieces together.

September:

Getting experience from the meet will apply some initiatives and at this month we will
advertise of our new product in the Television, Radio, Bill Board, Banners, and in the Poster.
Then we will launch our product in to the large market. In the primary stage we will produce
small, and medium.

October:

After doing our successful operations of three month, at the fourth month we give extra
benefits to the dealers and sellers to improve our sales. We will give small toys for the kids,
and to add a tin number by sending SMS (short text message) the consumer can get a bat
signed by the cricketer. This experience will attract our potential customers.

November:

Observing the situations, at this stage we will produce large units. And this month our
product will be available in almost every shop within the city.

December:

Observing and analyzing we take necessary actions to develop product sales and increase our
profit. We can easily understand the marketing position of our product. If we learn that our
condition is suitable then we will make divisional dealers to distribute to the whole country.
Side by side we take control over it in necessary. In this way we will continue our production
and give a particular image to the mind of every customer.

Page | 30
 12. Conclusion

As “Proticinergy MilkShake” is a new product in our country which is going to be launched

by AGRO BD, the brand name is not been established yet. Moreover, people are not
accustomed with products like Proticinergy MilkShake as this is a total outcome of a new
concept. But today’s worlds respect innovation, appreciate best quality product at an
affordable cost which will create consumer satisfaction. Undoubtedly this is much more
challenging to us to play with a new product concept to grab a potential market and we hope
we will meet our customer need and wants perfectly and give them desired satisfaction with
the best of our company as well as product.

Page | 31
 13.References

Bhuiyan, N. (2011). A Framework for successful new product development. Journal

of Industrial Engineering and Management, 4(4). doi:10.3926/jiem.334
Kotler, P., Armstrong, G., Harris, L., & Piercy, N. F. (2016). Principles of marketing.
Harlow, England: Pearson
Verbal Interview of Mr. Mehad ul Haque who is in the Lead position in the New
Business and Investment Department, Sheba.xyz2
Verbal Interview of Professor Mohammed Tareque Aziz (Ph.D), CEO & Lead
Consultant, CSQE (Authorized SQI Certification Consultancy)3
Managerial accounting/Ray H. Garrison, Eric w. Noreen, peter C. Brewer. --- 14th ed.
Scribed. (2018, November 24). Retrieved from Scribed: https://www.scribed.com

2
Appendix-1
3
Appendix-2

Page | 32
14.Appendix

Appendix-1

Appendix-2

Page | 33