Instant Noodles In Bangladesh

North-South University

Marketing 202

Section-8

Report On:

Smith & Jones Instant Noodles In Bangladesh

Submitted For:

Sherina Idrish (SeH)

Faculty Member

School of Business

North South University

Submitted By Name ID

Abu bakar siddique

Faria ishrat

Israt Jahan

Afia farzana

Fouad Hasan

23rd January, 2014

Department of Business

North South University.

Subject: Submitting the assignment on ‘Smith & Jones Instant Noodles’.

Dear Madam

We are obliged to submit to you the assignment done by our group as required for the fulfillment of the course MKT-202.

The report contains a study on the instant noodles of Smith & Jones company. This study has been a great source of learning. We are looking forward to more such opportunities to learn from you and we hope this submission would meet your approval.

Sincerely

Abu bakar siddique shad (1320620030)

Faria ishrat(132130303)

Israt Jahan Dina (1311397630)

Afia farzana Choity (1320106030)

MD. Fouad Hasan (1320158030)

North South University

Dhaka, Bangladesh

Table of content

Part – 1:

1. Research table2. Graph using MS Excel

Part -2:

1. Company Overview2. Defining The Target Market3. Marketing Objective4. Marketing Mix

4.a. Brand Positioning

4.b. Placement/Distribution

4.c. Product Mix

4.d. Promotional strategy

4.e. Pricing Strategy

4.f. Physical Evidence

5. Conclusion

Part – 1 Research table & Graph

1. Quick meal is something I prefer

a) Always 23% b)Often 20% c)Sometimes 40% d) Rarely 17% e)Never

Gender a)male 50% b)Female 50%

Age a)20 or below 25%

b)21-35 59% c)36-50 8% d)51-65 8% e)above 65

Occupation a)Student25% b)Service 42% c)Unemployed17% d)Business8% e)Others 8%

Education a)Primary 8% b)Secondary25% c)college0% d)University67% e)Others

Monthly income a)Below5K 8% b)5k-25K 25% c)26K-45K 33% d)46K-65K 17% e)Above 65k 17%

Family size a)1-2 17% b)3-4 41% c)5-6 17% d)7-8 25% e)Above 8

Location a)Dhaka 91% b)Chittagong c)sylhet d)Khulna 9% e)Brishal

2. On an average per week I’ve quick meal

a)1-3 times 40% b) 4-6 times 40% c)7-9 times 13% d) 10-12 times 7% e) 12+ times 0%



b)21-35 25% c)36-50 33% d)51-65 17% e)above 65

Occupation a)Student17% b)Service 50% c)Unemployed25% d)Business 8% e)Others 0%

Education a)Primary17% b)Secondary17% c)college 8% d)University58% e)Others



Location a)Dhaka 92% b) Chittagong0% c)sylhet 0% d)Khulna 8% e)Brishal

3. I usually have quick meals during rush hour

a)Morning 17% b) Late Afternoon 3% c)Evening 60% d)Late Night 3% e) No Specific Time 17%



b)21-35 50% c)36-50 17% d)51-65 5% e)above 65


Education a)Primary11% b)Secondary11% c)college6% d)University72% e)Others



Location a)Dhaka 77% b)Chittagong 6% c)sylhet 6% d)Khulna 11% e)Brishal

4. For a quick meal, I usually have

a) Bread 37% b) Cereal 3% c)Roti/Paratha 27% d)Rice 13% e)Others 20%



b)21-35 82% c)36-50 0% d)51-65 9% e)above 65

Occupation a)Student28% b)Service 36% c)Unemployed 9% d)Business 18% e)Others 9%





5. My average budget for a quick meal is

a)BDT 10-20 60% b)BDT 21-30 20% c) BDT 31-40 17% d) BDT 41-50 13% e)Above BDT 50 0%



b)21-35 90% c)36-50 5% d)51-65 0% e)above 65






6. I mostly need quick meals during rush hours

a) Strongly Agree 30%

b)Agree 50% c) May Be 20% d) Disagree 0% e)Strongly Disagree 0%



b)21-35 60% c)36-50 20% d)51-65 7% e)above 65


Education a)Primary 7% b)Secondary13% c)college 7% d)University73% e)Others




7. storing meal is inconvenient





b)21-35 56% c)36-50 22% d)51-65 0% e)above 65






8. I usually store the quick meal in

a)Refrigerator 30%

b) Containers 50% c)Cooking pan 20% d) Plastic bag 0% e)Others 0%



b)21-35 44% c)36-50 25% d)51-65 6% e)above 65






9. On a working day, I prepare quick meals within

a) 5-10 mins 50% b) 11-15 mins 27% c) 16-20 mins 23% d)21-25 mins 0% e)26 mins or more 0%



b)21-35 53% c)36-50 33% d)51-65 7% e)above 65






10. I have tried noodles as a quick meal

a)always 23% b)often 30% c)sometimes 27% d)rarely 13% e)never 7%

Gender a)male 67% b)Female33%

Age a)20 or below 0% b)21-35 44% c)36-50 33% d)51-65 22% e)above 65 0%

Occupation a)Student 22% b)Service56% c)Unemploye0% d)Business11% e)Others 11%

Education a)Primary 0% b)Secondary 33%

c)college 0% d)University 67%

e)Others



kLocation a)Dhaka 89% b)Chittagong 0% c)sylhet 11% d)Khulna 0% e)Brishal

11. I like the taste of noodles in generala) Always 37% b)Often 27% c)Sometimes 33% d) Rarely 3% e) Never 0%



b)21-35 46% c)36-50 9% d)51-65 9% e)above 65

Occupation a)Student 45% b)Service 45% c)Unemployed 10% d)Business 0% e)Others 0%

Education a)Primary 18% b)Secondary 27% c)college 0% d)University 55% e)Others



Location a)Dhaka 73% b)Chittagong 18%

c)sylhet 0% d)Khulna 9% e)Brishal

12. I like to eat noodles in every

a) 2-3 days 27% b) 4-5 days 40% c)Week 20% d)Fortnight 7% e) Month 7%



b)21-35 37% c)36-50 37% d)51-65 5% e)above 65

Occupation a)Student 17% b)Service 33% c)Unemployed 25%

d)Business17% e)Others 8%




Location a)Dhaka 92% b)Chittagong8% c)sylhet d)Khulna e)Brishal

13. I usually prefer the following flavor of noodles

a)Masala Curry 33%

b)Thai/Chinese 30% c) Sweet-Sour 3% d) Tomato 27% e)Cream-Cheese 7%



b)21-35 30% c)36-50 30% d)51-65 10% e)above 65

Occupation a)Student20% b)Service 60% c)Unemployed20% d)Business 0% e)Others0%


Monthly income

a)Below5K 30% b)5k-25K 30% c)26K-45K 10% d)46K-65K 20% e)Above 65k 10%


Location a)Dhaka 90% b)Chittagong c)sylhet 10% d)Khulna e)Brishal

14. Instant noodles is a good choice for a quick meal





b)21-35 55% c)36-50 0% d)51-65 18% e)above 65

Occupation a)Student27% b)Service 36% c)Unemployed18% d)Business 18% e)Others 0%




Location a)Dhaka 82% b)Chittagong9% c)sylhet 0% d)Khulna 9% e)Brishal

15. For instant noodles, I usually have a budget/pack of

a) BDT 10-20 63%

b)BDT 21-30 20% c) BDT 31-40 13% d) BDT 41-50 0% e) Above BDT 50 3%



b)21-35 37% c)36-50 37% d)51-65 5% e)above 65

Occupation a)Student 21% b)Service 47% c)Unemployed11% d)Business 5% e)Others16%


Monthly income

a)Below5K16% b)5k-25K 32% c)26K-45K 16% d)46K-65K 21% e)Above 6k15%



16. My favorite brand of instant/noodles is

a) Maggie 64% B) Mr. Noodles 10% c)Kulson 3% d)Mama 20% e) Others 3%



b)21-35 37% c)36-50 32% d)51-65 10% e)above 65

Occupation a)Student 26% b)Service 42% c)Unemployed16% d)Business 5% e)Others 11%





17. I think instant noodles is a healthy quick meal


b)Agree 43% c)May Be 50% d) Disagree 7% e) Strongly Disagree 0%



b)21-35 40% c)36-50 27% d)51-65 0% e)above 65

Occupation a)Student 20% b)Service 46% c)Unemployed20% d)Business 7% e)Others 7%





18. I usually buy instant noodles/quick meal from

a) Super store 17%

b) Nearby store 67% c) Distant store 0% d) Vendors 3% e)Anywhere found 13%



b)21-35 55% c)36-50 15% d)51-65 5% e)above 65



Monthly income




19. I can travel far (+2 km) to buy my favorite instant noodles or any regular quick meal


b) Agree 3% c)May Be 20% d) Disagree 57% e)Strongly Disagree 20%

Gender a)male 47 % b)Female 53%

Age a)20 or below 29% b)21-35 42% c)36-50 29% d)51-65 0% e)above 65

Occupation a)Student 18% b)Service 40% c)Unemployed18% d)Business12% e)Other12%


Monthly income



Location a)Dhaka 88% b)Chittagong 6% c)sylhet 6% d)Khulna e)Brishal

20. For instant noodles/quick meal, I am brand sensitive


b)Agree 40% c)May Be 17% d)Disagree 27% e) Strongly Disagree 6%



b)21-35 50% c)36-50 17% d)51-65 8% e)above 65






21. Presently I’m satisfied with whatever I’m having any quick meal


b) Agree 63% c)May Be 10% d)) Disagree 0% e)Strongly Disagree 0%



b)21-35 45% c)36-50 23% d)51-65 5% e)above 65

Occupation a)Student27% b)Service 41% c)Unemployed14% d)Business 4% e)Others


Monthly income a)Below5K 18% b)5k-25K 27% c)26K-45K 23% d)46K-65K 18% e)Above 65k14%


Location a)Dhaka 82% b) Chittagong c)sylhet 9% d)Khulna 9% e)Brishal

22. Preparing quick meal is easy during rush hours


b) Agree 63% c) May Be 10% d)Disagree 0% e)Strongly Disagree 0%



b)21-35 46% c)36-50 36% d)51-65 0% e)above 65






23. Presently I’m satisfied with my noodles/instant noodles brands in terms of price

a)Strongly Agree 17%

b) Agree 43% c)May Be 17% d)Disagree 17% e) Strongly Disagree 7%



b)21-35 50% c)36-50 19% d)51-65 6% e)above 65

Occupation a)Student25% b)Service38% c)Unemployed19% d)Business6% e)Others12%




Location a)Dhaka 82% b)Chittagong6% c)sylhet 6% d)Khulna 6% e)Brishal

24. Presently I’m satisfied with my noodles/instant noodles brand/s in terms of features

a)Strongly Agree 3% b) Agree 60% c)May Be 27% d) Disagree 10% e)Strongly Disagree 0%

Gender a)male 48%% b)Female 52%

Age a)20 or below b)21-35 48% c)36-50 31% d)51-654% e)above 65

17%Occupation a)Student13% b)Service 48% c)Unemployed17% d)Business9% e)Others 13%


Monthly income a)Below5K17% b)5k-25K 26% c)26K-45K 31% d)46K-65K 17% e)Above65k9%


Location a)Dhaka88% b)Chittagong4% c)sylhet 4% d)Khulna 4% e)Brishal

25. I do not like the following about my present brand of noodles/instant noodles

a)Taste/Flavors 4% b) Cooking Time 13% c) Quantity 23% d)Price 37% e)Health Factor 23%



b)21-35 56% c)36-50 11% d)51-65 11% e)above 65

Occupation a)Student33% b)Service 56% c)Unemployed0% d)Busines0% e)Others11%


Monthly income a)Below5K 11% b)5k-25K 56% c)26K-45K 0% d)46K-65K 11% e)Above 65k 22 %


Location a)Dhaka 78% b)Chittagong11% c)sylhet 11% d)Khulna e)Brishal

26. Attribute/s that I look for in instant noodles

a)Taste/Flavors 53% b)Cooking Time 30% c) Quantity 7% d)Price 7% e)Health Factor 3%



b)21-35 50% c)36-50 19% d)51-65 6% e)above 65

Occupation a)Student25% b)Service38% c)Unemployed19% d)Business6% e)Others12%


Monthly income a)Below5K12% b)5k-25K 25% c)26K-45K19% d)46K-65K 25% e)Above 65k 19%



27. A good price for a pack of instant noodles is

a) BDT 10-20 77% b)BDT 21-30 13% c)BDT 31-40 10% d)BDT 41-50 0% e) Above BDT 50 0%



b)21-35 48% c)36-50 31% d)51-65 4% e)above 65

Occupation a)Student13% b)Service 48% c)Unemployed17% d)Business9% e)Others13%


Monthly income a)Below5K17% b)5k-25K 26% c)26K-45K 31% d)46K-65K 17% e)Above 65k 9%



28. A good size of a pack of instant noodles (as per the price mentioned above)

a) 60 g (Maggie cake size) 23%

b)70 g 30% c) 80 g30% d)90 g(cup size)17% e)100+ g 0%



b)21-35 56% c)36-50 11% d)51-65 11% e)above 65



Monthly income




29. Ideal Time To Prepare Quick Meal a)5-10mins b)11-15 mins 73% c)16-20 mins 27% d)21-25 mins 0% e)26 mins or

more 0%



b)21-35 9% c)36-50 55% d)51-65 32% e)above 65 0%

Occupation a)Student18% b)Service 36% c)Unemployed 23%

d)Business9% e)Others 14%

Education a)Primary 9% b)Secondary23% c)college 5% d)University64% e)Others 0%


Family size a)1-2 23% b)3-4 36% c)5-6 27% d)7-8 14% e)Above 8 0%

Location a)Dhaka 91% b)Chittagong 5% c)sylhet 4% d)Khulna 0% e)Brishal 0%

30. Watching Advertisement With

a)Information 30%

b)Drama/Humor 27% c)Celebrity 27% d)Morals 6% e)Emotional factor 10%



b)21-35 54% c)36-50 32% d)51-65 5% e)above 65 0%


Education a)Primary0% b)Secondary0 c)college 11% d)University89% e)Others 0%



Location a)Dhaka 89% b)Chittagong 11% c)sylhet 0% d)Khulna 0% e)Brishal 0%

31. Watch TV Between

a)8am-12am 0% b)12am-4pm 3% c)4pm-8pm 10% d)8pm-12am 53% e)no specific time 34%



b)21-35 44% c)36-50 19% d)51-65 12% e)above 65






32. Favorite local TV Channel

a)BTV 17% b)ATN Bangla 13% c)Channel I 27% d)NTV 20% e)Others 23%



b)21-35 37% c)36-50 37% d)51-65 13% e)above 65

Occupation a)Student0% b)Service50% c)Unemployed38% d)Business 0% e)Others 12%




Location a)Dhaka 100% b)Chittagong c)sylhet 0% d)Khulna 0% e)Brishal

33. I usually Listen Radio between

a)8am-12am 0% b)12am-4pm 27% c)4pm-8pm 10% d)8pm-12am 0% e)No specific time 63%



b)21-35 32% c)36-50 32% d)51-65 4% e)above 65 0%

Occupation a)Student 26% b)Service 42% c)Unemployed 16% d)Business 6%

e)Others 10%

Education a)Primary 21% b)Secondary 11% c)college 5% d)University 63%

e)Others 0%

Monthly income a)Below5K 16% b)5k-25K 16% c)26K-45K 26% d)46K-65K 26%

e)Above 65k 16%


Location a)Dhaka 84% b)Chittagong 5% c)sylhet 0% d)Khulna 11%

e)Brishal 0%

34. My Favorite Radio Station Is

a)Radio Foorti 43% b)Radio Today 23% c)Radio Amar 7% d)BD Betar 10% e)Others 17%



b)21-35 69% c)36-50 8% d)51-65 0%

e)above 65






35. Favorite Local News Paper

a)Daily Star 10% b)Prothom Alo 77% c)Independent 0% d)Ittefaq 3% e)Others 10%



b)21-35 48% c)36-50 26% d)51-65 9% e)above 65






36. My Favorite Social Media Is

a)Facebook 73%

b)Twitter 3% c)YouTube 3% d)Linked In 0% e)Others 20%



b)21-35 59% c)36-50 14% d)51-65 9% e)above 65 0%



Monthly income




37. Promotional Offer I Like Most

a)Discount 33% b)Bonus Packs 40% c)Free Gifts 20% d)Contests 7% e)others 0%



b)21-35 58% c)36-50 17% d)51-65 17% e)above 65

Occupation a)Student17% b)Service50% c)Unemployed8% d)Business17% e)Others 8%





38. If I Have Instant Noodles as I like, I Will Have It

a)2-3 days 37% b)4-5 days 47% c)week 13% d)Fortnight 13% e)Month 0%



b)21-35 43% c)36-50 36% d)51-65 0% e)above 65

Occupation a)Student 29% b)Service 29% c)Unemployed 21%

d)Business 7%

e)Others 14%

Education a)Primary 7% b)Secondary15% c)college 7% d)University 75%

e)Others

Monthly income a)Below5K 14% b)5k-25K 7% c)26K-45K 29% d)46K-65K 21%

e)Above 65k 29%



Part - 2

1.Company Overview:

Capital Foods Ltd.

Capital Foods Ltd, India is a global food company that offers authentic food ingredients for a variety of ethnic cuisines such as Chinese, Thai, Italian, Indian and European. We are also

a leading ‘Private Label’ manufacturer globally in the processed foods business. We manufacture processed foods for some of the most popular and well - known brands in the world.

We have developed specialist skills and capabilities in the production of value - added lines, such as microwaveable pouched products, frozen entrees, samosas, naan, breads and parathas. All our dishes are created by Master Chefs, cooked and packed in India’s largest and most sophisticated manufacturing facility.

Our Range

Capital Foods Ltd, India is a global food company that offers authentic food ingredients for a variety of ethnic cuisines such as Chinese, Thai, Italian, Indian and European.

We are also a leading ‘Private Label’ manufacturer globally in the processed foods business. We manufacture processed foods for some of the most popular and well-known brands in the world.

We have developed specialist skills and capabilities in the production of value-added lines, such as microwaveable pouched products, frozen entrees, samosas,naan breads and paranthas.

All our dishes are created by Master Chefs and cooked and packed in India’s largest and most sophisticated manufacturing facility.

Manufacturing facility in Nasik

Capital Foods Limited has its manufacturing facilities at Nasik in Maharashtra, 250km. from Mumbai. The facility boasts of the following dedicated manufacturing lines.

Wet Line - For ketchup, chutney & pastes.

Canning Line - Baked beans & soups.

Manufacturing facility in Kandla

Situated in Kandla. Special Economic Zone in the state of Gujarat.

It is the largest Ready Meals Plants in India with a processed area of 100,000 Sq Feet.

The facility boasts of the following dedicated manufacturing lines:

Retorting Line - It can produce 30000 Microwaveable Retort Meals in a day.

Freezing Line - There are 3 technologies to freeze; namely plate freezing, Blast Freezing & IQF.

Automated parantha Line - The only automated stuffed parantha line in India that can produce 9000 stuffed paranthas in a day.

Steaming Line - To manufacture steamed savories, like Dhokhla, Idli, Patra & Suli Mai.

Spring Roll Sheet Making - The only machine in the country to produce Spring roll sheets in house.

Veg. Blanching - This line processes fresh vegetables for IQF freezing.

Baking Line - To manufacture breads like Pav, Stuffed Buns, Veg. Puffs & Naan Breads.

Bottling Line - To produce Curry Sauces & Mango Chutney.

Manufacturing facility in Vapi

The Vapi factory is situated in Nahuli Village, Valsad District, Gujarat, around 180 kms from Mumbai. Vapi is the largest industrial area in Asia thanks to the number of small scale industries located here. The factory here is built on an extensive area of around 40500 square meters. The facility manufactures Hakka and Instant Noodles (2 noodle lines) and Soup & Sauce Mixes. It is also fully equipped to manufacture Mayonnaise, Custard and Jelly.

2.Target Market:At first we need to target market for the instant noodles. Target market means make segment of customer for whom instant noodles will be made and sold who have different needs, characteristics or behavior.

Target market for instant noodles is given below:

Geographic: According to our survey most of the people live in Dhaka who likes instant noodles. People of other cities also like this but in a lesser amount. That’s why we will distribute our products mainly in Dhaka city and also other main cities in Bangladesh and they are: Khulna, Barisal, Sylhet, Rajshahi and also in cox’s bazar as it is a tourism area.

Demographic: 1. Age: Mainly for 21-35 years old. 2. Gender: Both male and female. 3. Occupation: students and employee, housewife

4. Family size: family having member 3-4 and 5-6 5. Monthly income: above 26k

Psychographic: The target class for the instant noodles is middle to high class people. Low level people are not habituated with this food item and don’t match with their income

3.Marketing Objectives:

The groups of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. Like that our vision, mission and objectives are given below-

Vision :

To be the most expected brand for quick meal by providing the best quality tasty instant food.

Mission:

Provide the best quality healthy instant noodles; Increase the market share of the food industry; Make a profitable and friendly relationship by continuous communication.

Objectives:

Specific: Grab 40% middle class and 60% higher class people by providing healthy and tasty instant noodles.

Measurable: Increase the market share by 15% of the quick meal industry.

Attainable and Realistic: We will try to gain a 50% hold the current market and attain the satisfaction of the target customers of middle to higher class people by providing various types of instant food/ quick meal specially by proving different flavor of instant nooles.

If we can do that it will help us to gain 15% market share.

Time bound: All these targets should be achieved by 3 years from commencement.

4. Marketing Mix:

4.a. Positioning : positioning is designing company’s offerings and image in such a way that is occupies a distinctive place in the minds of the target customer.

“Don’t be hungry, be healthy’’

This positioning is done by products attributes, products benefits and also by creating value.

I. Attributes: As it is a quick meal, it will take also 2-3 minutes to cook. That means you don’t need to waste much time for cooking.

II. Benefits: Almost everyone is busy in his/her daily life. Often they don’t get enough time to cook food and eat. Sometimes they go to their workplace without their breakfast. Instant noodles don’t take much time even people don’t need to waste a single minute for feed instant noodles. So with this product they don’t need to be hungry.

III. Positioning by creating value : In our position there is also a message. “Be healthy” that means should be conscious about their health.

4.b. Placement and distribution:

These instant noodles should be distributed in their places where other brands of instant noodles (Bangladesh) exits. Like – Fuji instant noodles, Jjajang cup noodles, Maggi cup noodles, Cocola instant noodles etc. They are mainly sold in-

Super shop General store Mega shop Departmental store

In Dhaka city “conventional distribution” will be follow. It will be distributed in all most all the super shop, departmental store of all areas.

In other cities it will be distributed only in some specific, famous departmental stores. Most of those which in commercial area and nearby schools and colleges.

It will also be distributed in office canteen and school, college and university canteen. Because mostly these people are our target market. And they need this most.

Distributor (Bangladeshi)

Retailer

Consumers

The distribution for Smiths and Jones is capital food limited India. But if they want to enter in Bangladeshi market they must think about the cost. That’s why they will use Bangladeshi Distributor. And Bangladeshi Distributor knows better about product and its placement. When they will achieve a target level sales then can their main distributor. It can be done after a stable position and when they will know about the Bangladeshi Market.

4.c. Product Mix:

Product mix is the list of the products that a specific company often or want to sales according the choice of their target customer. The product mix for the “Smith & Jones” are

Manufacturer

given below:

4.d. Promotional strategy:

Step-1: Identifying the Target Audience: As we mentioned before our target market are-

Geographic Dhaka, Khulna, Barisal, Sylhet, Rajshahi, Cox’s Bazar

Demographic Age: 21-35, Gender: male & female, Occupation: Student, employee, housewifeMonthly income: above26, Family size: more than 3

Psychographic Middle class – high class

STEP 2: Determining Communication Objectives:

i)Advertising: Through advertising we believe we can increase:

Awareness by 15%, within 3 months, because of teaser ads on TV, newspapers, magazines and flash mobs.

Knowledge by 20%, within 2 months, due to informational provided in our full version ads.

Liking by 15%, within 5 months, because of the various ads done by famous models and celebrities (Shakib al Hasan, Faria Sabnam, Bengir Ishrat’s ads), the bimps, grafti, street painting, flash mobs etc.

Preferring by 25%, within 4 months , through many enetertainable events, website info, Reviews, ads, Buzz in the social network etc.

ii) Publicity/PR: We plan to increase the following by publicity-

Awareness by 9% , within 2 months , due to sponsorship of exclusive events, telefilms, Reality shows etc.

Knowledge by 6%, within 3 months, due to sponsorship of exclusive, telefilms, Reality shows, etc.

Liking by 5%, within 6 months due to sponsorship of exclusive, telefilms, Reality shows, etc.

Preferring by 21%, within 3 months , through many joiful events, website info, Reviews, ads, Buzz in the social network etc.

iii)Personal selling: Through personal selling, i.e. the sales people of our stand alone retail stores, we believe we can increasing :

Awareness by 10%, within 3 months. Knowledge by 15%, within 3 months . Liking by 20%, within 5 months. Preferences by 30%, within 6 months . Conviction by 25%, within 6 months. Purchase by 10%, within 4 months.

iv)Internet Marketing: Through internet marketing we will create-

10% awareness within 6 months; 15% liking within 1 year through online selling; 12% purchase through online selling.

v)Direct Marketing: Through various types of direct marketing –

20% preference can be created; 22% conviction will be achieve within 4 months.

vi)Sales promotion: Through various types of sales promotion we will create-

25% liking will be created within 7 months; 10% awareness will be created by 8 months.

Step-3: Designing a message appeal: To design our message appeal we will follow “AIDA”. It will help to get attention, hold interest, arouse desire and obtain Action through our message. In order to design our message we will use different appeals. They are-

Rational appeal/informational appeal; Emotional appeal; Festive/special event appeal.

Rational appeal:

In order to create rational appeal we will use different information about the product like different flavors ( masala, curry, chicken), different size. We will also use different price of different size of packets. Competitive advantage can also be used like Smith & Jones instant noodles need lest time to cook/boil.

Emotional appeal:

To promote selective product we will also use emotional appeal. As emotional appeal we select Joy, Excitement, Happiness. As instant noodles is mostly for the young generation and employee we will also use Recognition appeal because it help us in our busy life.

Moral appeal:

As it saves our time and time is very precious and at the same time it is a healthy instant food it will make people aware of their health so we will use moral appeal also.

Step-4: Designing a Message Structure:

Designing a message structure we need to focus on some issues. They are-

Whether or not to draw a conclusion : We won’t draw a conclusion for our message or TV advertisement for the first 3 weeks. It will help us to create a buzz in people. After 3 weeks we will draw the conclusion.

One-sided or two-sided argument: we will use two sided argument. Like it’s costly but worth it.

In our various types of ads we will use the following tag lines-

“Don’t waste your time in cooking? Save your time”

“Have magic in cooking in seconds.”

“Experience new tasty & healthy breakfast in few seconds”

We will make our ads in a way that will help our customers to understand that we provide the best quality instant noodles. Our ads will be very colorful, clear, informative. Our ads will also be animation based. Well know directors and cameraman will be working for our ads. Sound and music will be very clear and catchy which will be done by famous musicians and vocal by popular singers.

Step-5: Choosing Media:

Personal Media:

Social Media: Communicate with our customer using various social media such as Facebook, Google+, Twitter, Youtube ;

Use sales persons to promote our product ; Phone call will also be used to promote our product.

Non- personal Media: We have chosen some personal media and channels. They are-

Media ChannelTelevision Channel i, ATN Bangla, NTV Radio Radio Foorti, Radio Today, Radio AmerNewspaper Prothom Alo, Daily StarMagazine Shaptahik, Binodon

Step-6: Selecting Message Source:

As our main target market is young generation like students, employees etc. some famous and well know celebrities will like Mim, Shok, Emon will act i our ads. To make our instant noodles more preferable senior officers’ reference will also be used. For this refernece we have chosen the senior IT executive of GSK group.

Step-7: Integrating other tools:

1) Advertisement: As we have discussed that we will use different types of advertisement media. To promote our product will use both personal and non-personal media. But our most important media is non-personal media like- TV ads, radio ads, Facebook ads, internet ads etc. For all these types of ads we will need to pay a certain amount of money to the advertising company. Our main purpose is to inform people about our product.

Advertisement will be made with the combination of “Drama” and “Information” and also with some popular celebrities. These ads will be broadcast in selected TV channels, radio channels, facebook page what we have already discussed. Our ads story is given below-

Woman base:

A woman who is an office employee and she has a son. She needs to take care of her son. In morning she goes to office and also her husband and her son goes to school. In the morning always they are in hurry specially the woman. Often she doesn’t have enough time to make different breakfast for each. Sometimes she got late in her office. Sometimes her boss shouted on her. Then one day her son told her about the Smith & Jones instant noodles. So she stars consuming that noodles and now she doesn’t get late in her office.

Student Base:

It is a story about a hostel student who leads a very busy life. He also have a per time job. He is always busy with class, group study, term project, presentation, exam etc. He doesn’t like the food that is served by the hostel. That’s why sometimes he went to restaurants which was a big problem for him. One day he came to know about Smith & Jones instant noodles from his friends. Now he regularly eats Smith & Jones instant noodles and he doesn’t get bore with it because it has different flavors.

With these basic stories feature, price, flavor will also be mentioned.

Support media:

I. Aerial Billboards: Now in Dhaka city there are many fly-over. Daily thousand of people use that road. So for easy advertisement we will use that like “Kuril Fly-over”, “Mohakhali Fly-over”.

II. Transits: According to our target market, we aim to place advertisements in both the domestic and international transport and in the terminals of Shah Jalal International Airport and also in other bus terminals.

III. Mobile Billboard & Regular Billboard: We will make some mobile billboard and run in some popular places.

2)Internet Marketing: Now no company can be successful without internet marketing. Today one of the most popular form of marketing is internet marketing. We will have our own website. It will be a website with all the information about the product (width, length and depth), distributors, partners, other offerings. There will be also some ads of the product. Interested people will be able to see that ads.

Social Marketing Media: We will also have our facebook page. To increase awareness and knowledge among young generation it is the best way. We will also launch our new product first through social media. For that “Twitter” & “Youtube” will be used. We will give an offer like who will give the first like to our product, we will give him/her gift pack.

Mobile Marketing: Mobile marketing is also very important. We planned to make 2 types of mobile apps. Those are shortly discussed below-

I. Our aim is to provide a healthy quick meal. We want to make people conscious about food and health. So we will create a apps where there will be different food items with pictures and its food value on the other side. They will need to be matched in 30 seconds. There will be different levels.

II. A game that we have gave a name “Busy Bear”. In the game there will be a bear who is always in hurry and also hungry. He needs to eat before that he will need to finish some work in certain time. Score will be given according to the given time.

Online Sale: Online selling system will also be arranged. Interested people who is willing to buy or try instant noodles they will be able to order through online. We will give them free home delivery.

3)Public Relation And Publicity:

Public Relation: PR is the management function that evaluates public attitudes, changes policies and procedures in response to the public request. PR will be done by using following steps-

Step-1: Listening to public by evaluating public attitudes;

Step-2: Changing policies and procedures if needed;

Step-3: Informing people about your responsiveness to their change.

We will arrange a PR event that will be a cooking competition. Anyone who is interested, he/she will be allowed to participate. The name of the competition will be “Cook & Fun ” sponsored by Smith & Jones Company. This competition will be arranged in Dhaka but contestants of any place will be allowed to participate in the competition. In this competition there will be many rounds.

Publicity: When PR event get released by the press that is called publicity. We will arrange a big event in the final round. At that day result will be announced. We will invite government bodies, community members, partners, stock holders, some media people and there will be some sites for general people. We will announce 1 champion and 1st, 2nd, 3rd runner-up. There will be special offer for them. This event will be telecast on a TV channel. Price will be given by our chief guest.

We expect the news of this event will be released by the press. This will help to increase awareness, liking and preference. Actually people trust the press. When anything about any brand or any product is said through press that’s becomes more effective.

4) Sales promotion:

It is a promotional tool that increase sales by same short term activities. There are different sales promotion that can be done to increase sales and interest of people. They are listed below-

I. Sampling : In Bangladesh providing free sample is a popular form of promotion. So, in same popular/crowded places will be selected and they will provide some free sample or mini pack of instant noodles like – shopping mall, school, college, offices etc

II. Bonus pack: We will give a offer like 2 packets bonus with 6 packets of instant noodles.III. Contests: We will arrange some contests in different popular shopping mall like –

Bashundhara City. By this people will also get to know about this product and it will raise their interest to buy that instant noodles.

IV. sweepstakes : We can also do this. It is same like contest but in this case people need to buy the instant noodles first.

V. Word-of-mouth: If they can do all this promotions successfully automatically there will be a word-of-mouth promotion.

Different Promotion: Some big projectors will be set on some popular places of Dhaka city. One that people will be allowed to play the same game that is made for mobile, the “Busy Bear”. We will set this projectors in some universities, TSC, in some busy roads so that many people can know about that. Anyone who is interested can play that. We will do this just to promote our product. We hope it will increase awareness by 20% and liking by15%.

5) Direct Marketing:

There are various way to do direct marketing. As now most of the businesses depend on internet we would like to do direct marketing through internet. It will help us to do direct marketing through our website, our facebook page. People can easily know and order according to their demand. We will also do direct marketing through different retail stores, shops, superstores etc.

6) Personal Selling:

It is a face-to-face conversation with customers. Company can heir special people only for their brand and we will pay extra money to regular salesmen for selling his products. For efficient personal selling a sales man should be

A person who has patient to listen customer requirements; People who can convince the customer to buy the product; Smiling face and cheer minded; Smart people who can describe the quality of good properly.

Sometimes company pays extra money or sales commission to them.

Step-8: Collecting Feedback : After doing all of these we should check that what ever we have done is it worth of it or not. Among all these promotional tools what people like and what people dislike. About what, they are confused. If they find anything wrong, what is that? Try to find out the problem and solve that.

4.e. Pricing Strategy:

There are two types of instant noodles

I. Fried instant noodlesII. Cup instant noodles

Price: Fried instant noodles ---- 50 tk

Cup instant noodles ---- 120 tk

Pricing strategy:

1. Cost-plus pricing: Markup price = unit cost (VC+FC/unit)/(1-expected ROS)

Note: Variable costing : Raw material ---- flour, salt, vegetable oil, vegetable

Labor cost

Electricity cost

Transportation cost, Commission fee etc

Fixed cost :

Plant cost

Rent

Machinery cost

This price will be same for all flavors. We will also use penetration strategy. When we will be reach in a stable position in the market price will be increased.

4.f. Physical Evidence:

As instant noodles will be sold through super shops, departmental shops, they don’t need any single or any brand store. We will arrange a specific self only for our product in all those departmental stores where they will sell. Self will be made according to our product, product color, product shape.

We will make an artificial package of instant noodles or a sign board and place them right beside the cash counter. It will help to make people remind;

We will also arrange a specific corner in the shop: That corner will be decorated with our product, logo, spoke person’s picture If we don’t use a corner or don’t need then we will pay a certain amount of money to

keep our product in the middle row. Because people usually look at the middle row and pick product from there.

5.Conclusion:Today’s marketing is all about communicating and making relationship with customers not only sell the product and get profit. That’s why we make our marketing plan on the basic of making a long term relationship with customers not to attain the target sell. We believe it will give us ground to operate in Bangladeshi market. We hope this will make us more loyal to our customers. As we always try to improve our product according to our research, we can say “ Smith & Jones instant noodles will be the most expected and desirable brand for the instant noodles in Bnagladesh.”