Business Planning of Ispahani puresnax potato chips

Group MembersAhmed Musa AL Mahmud 063 143 030

Ashikur Rasul Siddique 063 144 030

Shahriar Zaman chowdhury 0910 053 530

Tasnuva Maliha 0920 104 030

Sonia Rashid Rafty 0920 779 030

Situation analysisConsumer and company researchISPAHANI GROUP launched in the year 2005 Packaging Products Quality

Situation analysisMarket analysis

Geographic Demographic Psychographic

Situation analysisCompetitive analysis

Situation analysisIndustry analysis

Factory Warehouse Sales Person Sales Center

Retailer

Consumer

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SWOT Analysis Strengths Its quality is high and it is very health friendly. It has different elements which are very helpful for health. In the packet, it mentions that Ispahani chips are very good source of nutrition. The price of Ispahani chips is very competitive with its prime competitors, Bombay Potato Crackers, Mr. Twist and Meridian. With their attracting theme slogan, they can attract the children and young customer.

SWOT AnalysisWeaknesses

Ispahani Chips is not a very well known chips in the market. Very limited marketing promotion in the media.

SWOT AnalysisOpportunities Chips are kind of food product for which demand will not decrease. So, Ispahani chips can fulfill the increasing demand of chips.

Threats

There is always chance of entering new competitors in the market.

Problem Identification

We have to increase our market share and promotional activities in the media. To do this we need to increase IMC budget to compete with our competitors product.

Campaign strategy (Objectives)

Achieve 20% market share. To do that we promote 15% IMC budget to increase sales 2,00,000,000 to 2,20,000,000. IMC budget will be 2, 20,000,000*15% =33,000,000BDT.

Campaign Strategy (Objectives)

Increase brand awareness and brand loyalty through CSR.To do that you are going to use CSR.Establishing school for street children. Give money to the kid section of liftboy floating hospital for children.

Campaign strategy (Targeting)

Targeting We are targeting the upper middle and middle class. In this segmentation criteria, to some extend there is potential market growth. Promotional appeal.Concentrated marketing

Campaign strategy (Positioning)

Low cost High costBombay Potato Chips Mr. Twist, Ispahani Chips.Lays, Pringles, Kurkure High QualityAhmeds ChipsBombay Ring chips, non-brand Low Quality

Position & DistributionIspahani Pure Snakes is situated in Konabari, Gazipur.12 warehouses across the country. 300 sales centers. Dhaka, Chittagong, Gazipur, Comilla are the main sales zone of Ispahani Pure Snakes.

Communication StrategyCreative Theme:Kurkure chips.Duronto shaad.Obosh Onuvutir deyal e srishtir choya.

Consumer

Media Mix Selecting the visual media -has creativity and greater influence towards consumer.

Big balloons: Though Ispahani is advertising their product through the national audiovisual broadcast media, they also use big balloons in the hot spots . it will increase our brand awareness and a unique promotion tool in this product segment.

Support media: if we promote printed advertisements in the sports magazines and others magazines which are knowledge, geography, story, novel writing related our consumers and customers will be influenced to buy this product.

RecommendationsIn Bangladesh more than eighty percent children suffers from anaemia. As Ispahani Pure Snacks is a kid food product it will be an opportunity for Ispahani if they could re-configure the product and modify it by using certain minerals like Iron, Zink, and Calcium which are the basic components of Blood Cell.

At present Ispahani Pure Snacks is manufactured targeting Middle Class, Higher Class Consumer, that is why, it also could be an opportunity for Ispahani for if they can reduce the price of the product by re-configure there product manufacturing line or distribution channels.

For environment pollution Ispahani can do their Corporate Social Responsibility in such way that will do the CSR and sales promotion at the same time. Here, they can offer that if a consumer return back a empty chips packet and purchase at least two more packet, they will be discounted taka one in each chips packet.

Thank you