WELCOME

to
Marketing Plan
Presentation
 Group Name- Excellence
To beExplorer
presented by:-

Fatema Tuj Joheera 115401

Jarin Tasnim 115402
Md. Rejannobi 115403
Md. Miftahul Morshed 115404
Atikur Rahman Riad 115405
Shahriar Razin (Group Leader) 115406
Moyna Rani Biswas 115410
Md. Shahadot Hossain Sagor 115411
Moniya Akter 115457
Sonia Akter 105486
Chippy Mango
Delicious mango in every bite
Executive
Summary
Launching a new flavored
chips
Offering unique flavor and
nutrition
Targeting segments
Making profit
The primary marketing sales
objectives
Current Market
Situation
Started at 1992 named as Amin
enterprise then it renamed as
Akij Corporation Ltd.
Founded by Late Sheikh
Akijuddin.
At first Akij business was Jute
trading business.
manufacturing handmade
cigarettes popular known as
bidis and made a great profit.
Akij food & beverage Ltd.
Market
Description
Our market consists of various types of customers but our
target customers are specially children as well as the
youths. Who prefers always new flavors. So, we are
introducing a new flavor of Chips. That is totally new in
market.

It is very important to target our segment because we have

many chips business competitors. For the various classes
of people in Bangladesh, we make product packet in
different sizes. In the side of children, they are like some
eye catcher sites. In this way, we provide a mango shape
packet for our customer. Also children want some extra
from anything that is why; we also give them a bonus in the
packet that is a Tim Ball. Youth want to pass time and
some delicious and new taste. So, we make our big packet
size.
Targeted Segment

Target Need Feature

Segmen
t
Children Color, New Provide orange
look, Gift, color chips, sweet,
Taste Tim ball and
mango size packet

Youth Flavors, time Provide delicious

pass, tasty flavor, new
arrangement flavor mango
chips, big packet
size
Product Review
New flavor
Delicious & Nutritious
High performance human fuel and a perfect
high energy snack for home and office
High in fiber, fat free, sweet and moist
Enrich with vitamin C
Easy to bear
Anytime eating
Always offer able

We plan to introduce two new products,

Sugar free Mango chips & Green mango Chips.
The product offering the following features-

No sugar for Diabetics Patients
New taste of green mango & nutritious.
Competitive Review
According to our survey consumers most prefer
brands are:
Sales Potato Crackers

Meridian
Potato Crackers
Meridian
Mr.Twist
20% Mr. Twist
35%
20% Ring Chips Ring Chips
6% 8% 11% Lay's
Others Lays

Others
Cannels and Logistics Review
Agents or Dealers

Retailer and Department

Store
 Lack of brand awareness ess
and Image
Limited target
Weakn
Segmentation
Innovative product

ths
New flavor with delicious
Strong distribution channel
Streng
Huge raw materials
SWOT Analysis
 Intense competition
Other company promotion Threats
strategy like- Bonus, gifts
etc
New product in existing
market es
New flavor in reasonable Opportuniti
price
Attractive packet
OT Analysis SW
Objective and
First-Year Objectives

Issues
During the Chippy Mangos initial year on the
market, we are aiming for unit sales volume of
500,000.

Second-Year Objectives
Our second-year objectives are to sell a combined
total of one million units of our three modified
flavored chips and to achieve break-even early in this
period.

Issues
In relation to the product launch, our major issue is
the ability to establish a well-regarded brand name
linked to a meaningful positioning. We will have to
invest heavily in marketing to create a memorable
and distinctive brand image projecting innovation,
quality and value. We also must measure awareness
and response so we can adjust our marketing efforts
Marketing
Strategy
Chippy mangos marketing strategy is
based on a positioning of product
differentiation. Our primary consumer
target is children and youths who need
new and delicious flavor. There is a gift
for catching children position and
attractive packet is for all type of
people. This segment can be described
for all type of people but especially for
children and youths.
Our primary business target is mid- to
large- sized chips companies that want
to offer a new flavor and delicious chips.
This segment consists of companies
with more than Tk 500 million in annual
Positioni
ng
New product
Target Customer
New flavor and attractive
packet shape
Product Strategy
New Flavored Mango
Chips

Next year product-

Green mango
chips
Sugar free mango
chips
Pricing Strategy
Chippy Mango will be introduced at
Tk 10 wholesale/ Tk 12 estimated
retail prices per unit. Our have 3
type size product. Those prices will
be 12 Tk (14 gm), 24 Tk (28 gm) and
48 Tk (56 gm). We expect to lower
the price of this first product when
we expand the product like by
launching the Green Mango chips, to
be priced at Tk 10 whole sales per
unit and Sugar Free Mango chips, to
be priced at Tk 12 wholesale per
unit. These prices reflect a strategy
of (1) attracting desirable channel
partners and (2) taking share from
Lays, Meridian, Bombay and other
Distribution Strategy
Our channel strategy is using selective
distribution, marketing Chippy Mango
chips through well known stores and
retailers. During the first year, we will
add channel partners until we have
coverage in all major area and the
products included in the major local
stores and everywhere else. In support
of our channel partners, Chippy Mango
will provide mega box, bonus packet,
product features etc. Finally, we plan to
arrange special payment terms for
retailers that place volume orders.
Marketing Communications Strategy
By integrating all messages in all stores, we
will reinforce the brand name and the main
points of product differentiation. Researches
about media consumption patterns will help
over advertising agency choose appropriate
media and timing to reach prospects before
and during product introduction. Thereafter,
advertising will appear on a pulsing basis to
maintain brand awareness and communicate
various differentiation messages. The agency
will also coordinate public relation efforts to
build the Chippy Mango brand and support the
differentiation message. To attract, retain,
and motivate channel partners for a pull
strategy, we will use trade sales promotions
and selling. Until the Chippy Mango brand has
been established, our communications will
encourage purchases through channel
partners rather than from our advertisement.
Marketing
Using Research
research, we are identifying
the specific features and benefits
that our target market segments
value. Feedback from market tests,
surveys and focus groups will help
us develop the Green Mango Chips
and Sugar Free Mango Chips. We are
also measuring and analyzing
customers attitudes toward
competing brands and products.
Brand awareness research will help
us determine the effectiveness and
efficiency of our messages and
media. Finally, we will use customer
satisfaction studies to gauge market
reaction.
Marketing Organization

Shahriar Razin,
Chief marketing
Officer

Fatema tuj Jarin Md.

Johura, Tasnim, Rejaunnobi,
Sales Advertising Promotion
Manager Manager Manager

Md. Miftahul Md. Atikur

Morshed, Moyna Rani
Rahman, Biswas,
Regional Advertisin
Sales Promotion
g Analyst Analyst

Md.
Shahdat Moniya
Hossain Akter, Sonia Akter,
Sagor, Advertising Promotion
Regional Analyst Analyst
Sales
Action Programs

August, Launching a trade sales

promotion.
September, Formal production launch
October, A trade sells contest
November, Celebrities experience with
Chippy Mango
December, The results of customers
satisfiction
Budge
ts
First-year sales revenue Tk 500 million
average wholesale price of Tk 10 per
unit
variable cost of Tk 8 per unit
sales volume of 50 million for a unit .
sales volume exceeds 70 million early in
the products second
first-year fixed costs of Tk 140 million

=
140,000,000 70,000,000
units
Tk 10 Tk 8
Contr
ols
Tight Control
Measures
Early Warning
Signals
Given the markets
validity
Thank
You...