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An Assignment on Marketing plan ofBashundhara Wet Tissue
Historical Background:
Bashundhara Group is one of the most prestigious and experienced commercial and industrial
conglomerates in Bangladesh today. The Group took off from the incipient period after establishment of
East West Property Development Pvt.! "td. a real estate concern# popularly kno$n as %Bashundhara%
$hich happened to be its first venture in this sector.
&eeping pace $ith rapid economical and technological changes follo$ed by the policy of Globali'ation#
Bashundhara Group has outspread their business activities $ithin a short period of time and have been
able to emerge as a promoter of international standard of business houses and industrial enterprises
founded on the principles of engineering and financial integrity $ith a group of highly capable technical
personnel and professionals. (ince inception# Bashundhara Group has been actively contributing to the
national as $ell as global economy by $ay of effective utili'ation of resources# using ra$ materials#
production and marketing high )uality products at the most competitive prices and creating employment
opportunities. Bashundhara is no$ operating $ith fourteen vital enterprises of highly esteemed
commercial and technological superiority having profound degree of speciali'ation in the field of real
estate# industrial ventures and commercial enterprises. *urrent value of the total assets of the enterprises
of Bashundhara Group $ould be about Tk. +,--- million e)uivalents to approximately (/ 0-- million.
Total turnover of the business amounts to around Tk. +1--- million e)uivalent to (/ 02, million.
Presently 3+-- people are employed in various enterprises of the group. Besides# through its
multidirectional economic activities# Bashundhara has created employment opportunities to over 0-#---
people. The linkages to employment and better standard of living are immediate. By providing
employment opportunities to a large number of people# Bashundhara helps in generation of income
$hich# in turn# $ould assist in improvement of the )uality of life of people in terms of nutrition# literacy#
standard of living and physical and social environment.
4n the year +536# 7Bashundhara7 $as launched# initially as a real estate developer# moving in later years
into other areas# including manufacturing. 8ver the past t$o decades# the challenges in the fields of urban
housing and civic amenity provision have been unprecedented. 4n keeping $ith rapid population gro$th in
metropolitan Dhaka# Bashundhara stretched itself to cover ne$ boundaries and respond effectively to
long9term needs of the mammoth city populace. We took real9life lessons from past experience# $hile
taking ne$ strides in innovation and partnership.
: ne$ scenario emerged as $e started a ne$ $ay of doing business and expanding our hori'on to cover
manufacturing# and the provision of services. We gre$ $ith a selective choice of ne$ investments.
Bashundhara is no$ a leader in many fields $ith several enterprises involved in a diverse array of
manufacturing. The Group;s concerns are currently engaged in the manufacture of a $ide range of
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products# such as < cement# all blends of tissue paper# ne$sprint# pulp# and duplex board# various kinds
of paper and allied products# =( rods# "P gas# gas cylinders# G4 pipes# pavers# hollo$ bricks# among
others. Bashundhara is also a pioneer in "P gas bottling and marketing. Bashundhara has >ust completed
construction of (outh :sia;s largest shopping mall9cum9recreation centre# located in the hub of Dhaka#
Bangladesh;s capital. By the turn of the century# Bashundhara became a ?Group of *ompanies@ $ith over
+A different concerns < no$ a leading business conglomerate of the country. We fully understand andappreciate the scale of our corporate social responsibility that re)uires our Group to strive for a better
)uality of life for the average citi'en. They have been in the business9$orld for only about sixteen years.
They have made meaningful gains. They do not strive to be the market leader for glory < but their aim at
being at the apex as far as )uality and pricing go. =ost of our products are 4(8 certified and have passed
the rigors of modern )uality testing. "et me assure you that Bashundhara $ill strive to espouse the need
to enhance the )uality of our services and products# and evolve ne$ goal.
Overview of the company:Corporate Mission
Bashundhara Group BG! is a leading private9sector industrial conglomerate in Bangladesh. 4t currentlyhas +A on9going concerns# ranging from real estate development and management to manufacturing and
services. The BG strives to $ork in partnership $ith the Government for promoting sustainable
development# environment preservation# and employment9generation and poverty reduction. The BG has
a particular focus on urban housing# recreation centers# and commercial ventures. Thus# the motto of the
Group is ?or the People# for the *ountry@. :t the crux of all industrial processes deployed at the Group;s
enterprises stands the need to ensure environmental stability. This pro>ect turned out to be very
successful and had helped foster the gro$th of trust and confidence of the urban people in
%Bashundhara%. Dhaka7s burgeoning population# combined $ith a conspicuously slo$ gro$th of housing 9
"ED to the landmark success of Bashundhara. Driven by the ramifications of this success# Bashundhara
geared up to invest in ne$ fields# including manufacturing and trading. =ore enterprises $ere established
in the early +55-s# covering diverse activities involving the production of cement# paper and pulp# tissue
paper# steel# lpg bottling and distribution# and a trading company# among others. :ll these had happened
in a span of less than +- years. During this period# additional schemes on land development and real
estate $ere launched and these focused more sharply on increasing responsiveness to client needs. :t
present# the group employs over 0,-- people.
Motto:
or The People# or the Country
Vision:
To serve people $ith maximum satisfaction
Goals and O!ectivesThe group has come a long $ay in reaching these goals by listening to client needs# learning real9time
lessons from past pro>ects# innovating and partnering. Through ma>or investment undertakings#
Bashundhara has meaningfully contributed to the economy7s stability in financial and capital markets.
nderlying all of the group7s activities are the common threads of change# flexibility# and fostering closer
ties $ith the government# the city corporation and our clients. =ost of its pro>ects have been success
stories 9 this fact alone is enough to >ustify a sense of confidence in the group7s future.
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Business Portfolio
Year of Incorporation: 4n the year +536# 7Bashundhara Group BG!7 $as launched.
Type of Company: Private "imited Bangladesh!
Location: Corporate Office:
Bashundhara residential area
Coad92 Block9:# BaridharaDhaka Bangladesh9+225
"a#: 33-9293A-+A5,
$e %ite:$$$.bashundharagroup.com
&'mail: bgcbdcom.com
Founder:
Chairman::hmed :kbar (obhan
Products and %ervices
Through for$ard and back$ard linkage# the enterprises of Bashundhara Group have encourageddevelopment of various industrial and commercial units in the country. With its expertise in different fields
and extensive human resources# Bashundhara has undertaken various pro>ects
&nterprises:
=eghna *ement =ills "td
Bashundhara Paper =ills "td
reyschmidt Tissue "imited
(hah>alal Fe$sprint 4ndustries "td
nion "p Gas "imited
Bashundhara (teel *omplex "td
Bashundhara 4ndustrial *omplex
East West Property Development
Bashundhara *ity Development
*rystal Property Development
Bashundhara 4mport Export "td
Bashundhara Trading *ompany "td
Bashundhara *ement Trading "td
Bashundhara Paper Trading
Bashundhara (teel Trading
Bashundhara Gas Distribution
Bashundhara Enterprise
Choosing a Product:$hy we have chosen Bashundhara $et (issue)
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Cleaner, fresher, shinierand convenient! As lifestyles become increasingly demanding
consumers are willing to integrate almost any product which offers these qualities in their daily
routines. Starting from the household cleaning segment to personal care and cosmetics,
disposable wiping products claiming convenience, ease-of-use and cleanliness, have become a
booming business in recent years, reaching over ." billion in value in #$$# according to global
mar%et analyst &uro monitor.So, we have decided to help people to upgrade their lifestyle.
*ndustry +nalysis:%$O( analysis
There are many types of analyses that help to illuminate potential issues as $ell as areas of opportunity
for a ne$ product or business< one is kno$n as a (W8T or (trengths < Weaknesses < 8pportunities and
Threats analysis. This type of analysis forces the executive team of any tissue manufacturer to brainstorm
these critical items before launching a ne$ company# ne$ division or ne$ product < $hich may help
decide $hether or not to venture into this ne$ direction. The (W8T analysis is divided into t$o parts
$hich one part belong to the internal of the company and the other one to the external of the company.
The (trength and the Weakness are internal and the 8pportunity and the Threats are the external part.These analyses >ust give us a vie$ for a go or no go.
%trengths:(trengths are attributes that are uni)ue to the company# product or division in )uestion. (ome examples
of strengths $ould be having a key scientist on your team that has a uni)ue skill set or kno$ledge that $ill
make your ne$ product a success.
The strength points of products are given belo$9
+. We are strong enough $ith technological skill.
2. 8ur existing company is one of the best leading brands in the country.
0. We are offering the best )uality product in the current market.
A. igher )ualified personnel lead management.
,. We have strong distribution channel $hich helps to deliver from manufacturer to customers.
$eaknesses
Weaknesses are >ust the opposite < some examples include lack of a patent or relying on unpatented
discoveries# having no clear manufacturing process or significant process issues# or not having talentspecific to the area you are moving to$ards.
The $eakness points are mentioned belo$9
+. 4t is a matter of $eakness as ours is a ne$ product.
2. We have to bear huge money to promote $et tissue
Opportunities:
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'pportunities would include an increase in the disease group that your new product is e(pected
to address, the opening of a new global mar%et that the product can fulfill , or a new federal grant
to help subsidi)e the cost of your new drug or treatment. 'nce opportunities are identified, a
plan to ta%e advantage of them should be created.
8ur opportunities are pointed out belo$9
+. 4t;s a great opportunity to introduce our $et tissue in national and international markets.
2. We can utili'e our huge population.
0. The changing behavior of consumers may affect our sale as they $ant to try ne$ products.
(hreats:
Threats could include clinical trials in this area by other competing companies# ne$ regulations that $ould
make it difficult to get approval# adverse press garnered by any preannouncements of $hat you are
$orking on# or a loss of any type of funding for the pro>ect.
The threats points are mentioned belo$9
+. 8ur sells may decrease in the season of late autumn and $inter.
2. 4f $e cannot go to the rural sector it $ill stable our sell as $ell as production.
0. oreign competitors.
(he diagram of our %$O( analysis:
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Competitor analysis:
*ompetitor analysis in marketing and strategic management is an assessment of the strengths and
$eaknesses of current and potential competitors. This analysis provides both an offensive and defensive
strategic context through $hich to identify opportunities and threats. *ompetitor profiling coalesces all of
the relevant sources of competitor analysis into one frame$ork in the support of efficient and effective
strategy formulation# implementation# monitoring and ad>ustment. We have an existing competitor and
some potential competitors.
There are also some foreign competitors. 8ur only existing competitor is < ?Personal (issue, and other
potential competitors area! Bangla tissue and
b! ay tissue
We hope $e can provide the best )uality product than our competitors and $e $ill capture the largest
portion of $et tissue market.
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(arget Market:Though $e have a mass9marketing strategy# our ideal customers are generally those types of people $ho
spend most of their time outside of home. (o# $orking people and students are our target customers. :s
our product is not so expensive# any person at any income level can buy it easily. The $eather of
Bangladesh remains very hot and humid most of the year. Therefore# people naturally get s$eated at
most of the time of day. 8ur product9 HBashundhara Perfumed Wet Tissue; can bring them much relief in
the hot $eather. :s an example# our s$eet perfumed $et tissue can make the experience much better for
those people $ho have stuck in a traffic >am. :nother target market is restaurants. People# after having a
nice meal can en>oy the time by the aroma of our $et tissue. Big corporate offices and other big
institutions is our important target. When the officials feel boredom of their $ork# they can get rid of the
boredom and increase their attention level to $ork by taking refreshment from our perfumed $et tissue.
We have a concentration on the medical use of the $et tissue. (o $e $ant to cover this sector also. The
beauty conscious $omen are also in our target market. We are bringing a product for the babies.
=ost people like s$eet fragrance# touch of softness $ith color to remain fresh al$ays. :s $e have a large
variation of our product that contain different types of f lavor like lemon# stra$berry# orange and "avender.
(o $e hope HBashundhara Wet Tissue; $ill be able to satisfy our potential and real customers.
*ndustry or societal forces that can affect our customer:
To build and maintain successful relationships $ith target customers marketing environment is essential.
4n close to our company some microenvironment can affect us. "ike suppliers# marketing intermediaries#
customer markets# competitors and also publics. =ainly the suppliers and marketing intermediaries can
affect our customer a lot because if the suppliers and marketing intermediaries do not help our industry
then it $ill be a ma>or factor. 8ther factor is public# as it is ne$ product publics need to be $ith us.
(ome other societal trend that is macro environment such as demographic# economic# natural#
technological# political and cultural forces can affect our customers. ere mainly technological thinks like#
if $e cannot create perfect product and opportunities for our customers it can affect our customers.
(arget customer-s needs and wants and corresponding product enefits:
8ur target customers are middle class# official and business persons $ho get in $ork# they can use our
$et tissue and also the student and travelers $ho travel one place to another they can also get benefits
from our $et tissue. 8ur product is actually at all beneficial for those people $ho $ant refreshments $ith
fragrances. 8ur $et tissue is also soft# silky and $ith 2 percent of perfume and another important think
that is# the chemical $e are using in our $et tissue that is not harmful for any human being.
Marketing %trategy:Overall O!ectives:
To inform target audience about features and benefits of our product and its competitive advantage#
leading to a 2-I increase in sales in one year.
Mission %tatement:
To the smart and lifestyle conscious person $ho $ant to remain fresh. Bashundhara perfumed $et tissue
is a $et tissue $hich $ill make you fresh at anytime any$here.
Positioning .elative to competitors and in eyes of customers:
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Bashundhara is a leading manufacturer group of Bangladesh. 4ts brand value is higher than any other
local manufacturer. We have a vast distribution channel of our existing paper tissue. We $ill utili'e this
advantage of its huge distribution channel. $hich $ill give us a competitive advantage relative to our
existing and potential competitors.
:s Bashundhara is a popular manufacturing brand# so $e hope people $ill favor our product $ith a loyal
mind and they $ill keep faith on us.
Marketing Mi#:
Product:/0 for women:
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Description
+! Fame :roma resh# Deep free# mist# "avender
2! packing specifications +pcsJpack# 2 pcsJpack# Packaging specifications 1- packsJcarton
0! =ain ingredients Fon9$oven cotton igh9)uality spun lace# distilled $ater# chlorhexidine# plants cleaning
elements.
A! They can be divided four smell types Wet $ipes for disinfecting# $et $ipes for skin cleaning# refresh mint
$et $ipes and :roma series purple! $et $ipes.
,! (uitable for daily use for Women.
1! These $et $ipes can be used on the face and all over the body for highly absorbent to $ater and oil
6! inest )uality K competitive price
10 "or Man:
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Description
+! Fame =an
2! packing specifications +pcsJpack# 2 pcsJpack# Packaging specifications ,- packsJcarton
0! =ain ingredients Fon9$oven rayon igh9)uality spunlace# distilled $ater# chlorhexidine# plants cleaning
elements# aloe extraction# pure natural coconut oil extract9 bionic phospholipids.
A! Products characteristics We use high9)uality spunlace and steriled automatic packaging techni)ues to
produce the $ipes. *E is rich in the refined formula.
The products can clean skin# moist# and aren7t stimulus and oily to the skin. They are silky dry and the
cleaning functions are better. This kind of $ipes is suitable to men $ith more exercise and s$eat. The
aroma can eliminates unpleasant odor and make you confidence and happy.
,! These ne$ $et $ipes can be used on the face and all over the body for highly absorbent to $ater and oil.
1! (trictly sterili'ed# safe and comfortable.
6! inest )uality K competitive price.
20 "or Baies:
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Description
+! Fame (noopy and (ofiya plus
2! =ain ingredients Fon9$oven cotton igh9)uality spun lace# distilled $ater# plants cleaning elements
0! (uitable for daily use for babies
30 "or medical use:
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Description
+! Fame *lean and
2! packing specifications +pcsJpack
0! =ain ingredients Fon9$oven cotton igh9)uality spunlace# distilled $ater# plants cleaning elements#
li)uid germ cleaner.
A! "avender flavored
,! (peciali'ed for medical use only
40 "or travelers and Corporate:
5escription:
+. sing high9)uality spun lance non$oven fabric# specific line design# soft as cotton $ith
considerate.
2. Be rich in cherry extract and :PG green decontamination# $hich is used for skin cleaning $hile
moistening skin.
0. Delicate fragrance or faint scent# moderate and anti9irritation.
eatures of all types of Wet Tissue
+. (ilky soft and extra thick like a soft $ashcloth
2. Gently formulated to clean and moisturi'e your skin
0. 4n easy pop9up pack for single hand of $ipes.
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A. *onveniently packed for travel and home use
,. 4deal for daily skin care
Pricing:
We are determining our product;s price based on our production cost. :s $e have only one existing
competitor so $e $ant to capture the $hole market $ith a short time. We >ust add a mark up on our total
cost and set the price at that rate. The maximum retail price of a $et tissue pack that contains 2 piece
tissues $ill be 1tk. We $ill price our product lo$er than other existing competitors. We $ill follo$ cost
based pricing for this product.
The pricing system of Bashundhara Wet Tissue for each $allet pack that means for $omen and =en
$allet packet is given belo$
6nit Cost: Lariable *ost M ixed *ostJExpected nit (ales
N 2 M 6------J2,----- N A.3J9
Markup: We $ill add 2-I markup to the sales. :fter adding markup price to the unit cost of these product
$ill reach six taka per $allet pack.
Markup Price:nit *ost7+9-.2-!
N A.37-.3-
N 1 J9
But in case of baby $ipes pot# $hich contains approximately 3- pieces of $et tissues. Packaging is much
costly than the $allet pack. We $ill try to gain cost leadership $ith substantial )uality. or this purpose $e
$ill price differentiated product. We have differentiated t$o types of baby $ipes. Both of products are
different in term of packaging and prices. We have t$o types of baby $ipes these are snoopy and sofiya
plus.
6nit cost of snoopy:
Lariable *ost M ixed *ostJExpected nit (ales
N A- M 32,----J+,----
N 5, J9
Markup: We $ill add 01.6-I markup to the sales. :fter adding markup price to the unit cost of these
product $ill reach one9fifty taka per baby $ipes pot that means you $ill purchase snoopy by +,- taka.
Markup Price:nit *ost7+9-.016!
N 5,7-.100
N +,- J9
6nit cost of %ofiya plus:
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The cost of (ofiya plus is comparatively lo$ than the snoopy because of values and packaging. 4n (ofiya
plus there are ,- pieces of $ipes for that reason cost is minimum than snoopy.
nit cost of (ofiya
Lariable *ost M ixed *ostJExpected nit (ales
N 26 M 32,----J2,----
N 1-J9Markup: We $ill add 2,I markup to the sales. :fter adding markup price to the unit cost of these
products $ill reach eighty taka per (ofiya $ipes packet.
Markup Price:nit *ost7+9-.2,!
N 1-7-.6,
N 3- J9
Place 85istriution channel9:
8ur company has a vast distribution channel. We maintain different types of distribution channel fordifferent products. :s $e think $et tissue is like a convenient good# $e $ill go for intensive marketing for
this product. We $ill distribute it through our authori'ed dealers of our target market# $ho $ill sell it to as
much retailer as they can. This distribution policy $ill help to make our product available at every$here in
our target market.
Promotion:
Bashundhara $orks $ith such a product $hich is essential for daily life. 8ur Cesearch and Development
team focuses principally on developing ne$ predominantly through reverse engineering techni)ues and
on simplifying manufacturing process and improving cost efficiency. We promote our product by
&lectronic media
Print media
Campaigning
Corporate ad
&lectronic media:
Bashundhara is promoting $et tissue through different TL channels# radio# internet etc.
Print Media:
Bashundhara is promoting it through different ne$spapers# >ournals# maga'ines etc.
Campaigning:
Bashundhara is promoting this product through different campaigning so that people can be a$are about
various social problems.Corporate advertise:
Bashundhara is also doing corporate promotion advertisement to increase its corporate image# brand
name# reputation among publics.
During past years# global and local media relations $ere further extended $ith targeted interventions in
the local market.
Conclusion:
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?To accomplish great things# $e must not only act# but also dreamO not only plan but also believe.@
:s lifestyle become increasingly demanding consumers are $illing to integrate almost any product $hich
offers innovative features. The gro$th of our economy# in particular the sanitary sector has created an
opportunity in the market. We are $orking hardly to make fulfill people;s Dream by the limit of your fancy
and feasible.
Biliography:+. With the help of 4mage guide book and intranet of Bashundhara Group.
2. Divisional annual report *ustomer management decision!9uly92--1
0. Business for the 2+st*entury# by (kinner K 4vancevich.
A. Principles of =arketing# by Phillip kotler K Gray :rmstrong.
,. Fe$s letter of Bashundhara Group limited.