Chippy Mango

7/31/2019 Chippy Mango

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WELCOME

to

Marketing Plan Presentation


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Group Name- Excellence ExplorerTo be presented by:-

Fatema Tuj Joheera 115401

Jarin Tasnim 115402

Md. Rejannobi 115403

Md. Miftahul Morshed 115404

Atikur Rahman Riad 115405

Shahriar Razin (Group Leader) 115406Moyna Rani Biswas 115410

Md. Shahadot Hossain Sagor 115411

Moniya Akter 115457

Sonia Akter 105486


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Chippy Mango

Delicious mango in every bite


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Executive Summary

Launching a new flavored chips

Offering unique flavor and nutrition

Targeting segments

Making profit

The primary marketing sales

objectives


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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 greatprofit.

Akij food & beverage Ltd. present products

Market Leader and Follower.


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Our market consists of various types of customers but ourtarget customers are specially children as well as theyouths. Who prefers always new flavors. So, we areintroducing a new flavor of Chips. That is totally new in

market.

It is very important to target our segment because we havemany chips business competitors. For the various classesof people in Bangladesh, we make product packet in

different sizes. In the side of children, they are like someeye catcher sites. In this way, we provide a mango shapepacket for our customer. Also children want some extrafrom anything that is why; we also give them a bonus in thepacket that is a Tim Ball. Youth want to pass time andsome delicious and new taste. So, we make our big packetsize.

Market Description


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Targeted Segment

Target

Segment

Need Feature

Children Color, New look,

Gift, Taste

Provide orange color

chips, sweet, Tim balland mango size packet

Youth Flavors, timepass,

arrangement

Provide delicious tastyflavor, new flavor

mango chips, big

packet size


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Product ReviewNew flavorDelicious & 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 CEasy 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.


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Competitive ReviewAccording to our survey consumers most prefer brands are:

Potato Crackers

Meridian

Mr.Twist

Ring Chips

Lays

Others

35%

11%8%6%

20%

20%

Sales

Potato Crackers

Meridian

Mr. Twist

Ring Chips

Lay's

Others


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Cannels and Logistics Review

Agents or Dealers

Retailer and Departmental Store


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SWOT Analysis


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SWOT Analysis


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Objective and IssuesFirst-Year Objectives

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 onemillion 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 toestablish 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 as necessary.


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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 chipscompanies that want to offer a new flavor and

delicious chips. This segment consists of companies

with more than Tk 500 million in annual sales. We are

targeting children and youths.


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Positioning

New product

Target CustomerNew flavor and attractive packet

shape


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Product Strategy

New Flavored Mango Chips

Next year product-

Green mango chips

Sugar free mango chips


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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 productwhen 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 pricesreflect a strategy of (1) attracting desirable

channel partners and (2) taking share from Lays,

Meridian, Bombay and other established

competitors.


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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 majorarea 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 toarrange special payment terms for retailers that place

volume orders.


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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.


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MarketingResearch

Using 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 theGreen 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.


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Marketing Organization

Shahriar Razin,

Chief marketing Officer

Fatema tujJohura, SalesManager

Md. MiftahulMorshed,

Regional Sales

Md. ShahdatHossain Sagor,Regional Sales

Jarin Tasnim,AdvertisingManager

Md. AtikurRahman,

Advertising

Analyst

Moniya Akter,Advertising

Analyst

Md. Rejaunnobi,PromotionManager

Moyna Rani Biswas,Promotion Analyst

Sonia Akter,Promotion Analyst


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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


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BudgetsFirst-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 productssecond

first-year fixed costs of Tk 140 million

140,000,000

Tk 10 Tk 8

= 70,000,000units


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Controls

Tight Control Measures

Early Warning Signals

Given the markets validity


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Documents

Chippy Mango