A Marketing Plan
A Marketing Plan
on
Lal Atta
Executive Summary
XYZ Inc. was started in 2001. XYZ Inc. is an Argo-based domestic company has been doing
business in Bangladesh since 2001. It is getting ready to introduce a new product Lal Atta. XYZ
Inc. is the market leader in 3 out of 14 product categories and challenger in 11 out of 14
categories. As a marketing manager We would like to introduce this product with a vision of
achieving the top position in the flour market in future. Keeping this perspective in mind the
product will be produced in Bangladesh and the raw materials will be collected within the
country because wheat is the second alternative cereal crop in Bangladesh next to rice & in our
country wheat is grown in about production of 1.51 million tons. Different brands of white Atta are
available in the market produce from wheat but there is no Lal Atta from wheat which can
provide a unique & original healthy taste & different food values. For this reason, the company
introduces a origin of “Lal Atta” targeting the upper-middle class people. The company will first
introduce the product Lal Atta in divisional markets of Bangladesh (mainly large departmental
stores like Agora, Nandan, PQS or Meenabazar) on January in 2014 as test marketing. In
progress it will follow intensive distribution and carry large scale advertising, consumer
promotion, and trade promotion. Current Market of Atta is very competitive. Many numbers of
local companies are operating in this market. Besides those companies, many new companies are
also to enter into the market. Market size is approximately Tk 2000 million. Atta market is
growing at the rate of 15% per year. Market of this product is urban oriented. It is relatively a
slow moving product. “Lal Atta” is expecting market share 15% within two years. It is expected
to increase sales over the next few years because the market is expanding.
Current Marketing Situation
MARKET SIZE
Market size is approximately Tk 4000 million. Flour market is growing at the rate of
15% per year. Market of this product is urban, semi-urban and also rural oriented. It is
relatively a slow moving product.
MARKET SHARE
A comparative analysis of the major competitors market share (Source: Package Supplier
& estimated) is given below:
Table 01: Market Share
Brand
Major competing products
Market share
( in 2005-2006)
Current market
positions
TEER
Wheat Flour
40%
Market leader
FRESH
Wheat Flour
24%
Market challenger
ACI
Wheat Flour
16%
Market follower
FUJI
Wheat Flour
9%
Market follower
EFAD
Wheat Flour
7%
Market follower
OTHERS
Wheat Flour
4%
Market follower
It is evident from the above given facts that the Flour industry is faced with acute
competition due to the reason that this industries getting saturated day by day. Though
our product does not face direct competition with those above given brands, but the
relationship is some what complementary cause there is no Brown as Lal Atta in market.
So this is the challenge to launch a New product with new criteria.
on
Lal Atta
Executive Summary
XYZ Inc. was started in 2001. XYZ Inc. is an Argo-based domestic company has been doing
business in Bangladesh since 2001. It is getting ready to introduce a new product Lal Atta. XYZ
Inc. is the market leader in 3 out of 14 product categories and challenger in 11 out of 14
categories. As a marketing manager We would like to introduce this product with a vision of
achieving the top position in the flour market in future. Keeping this perspective in mind the
product will be produced in Bangladesh and the raw materials will be collected within the
country because wheat is the second alternative cereal crop in Bangladesh next to rice & in our
country wheat is grown in about production of 1.51 million tons. Different brands of white Atta are
available in the market produce from wheat but there is no Lal Atta from wheat which can
provide a unique & original healthy taste & different food values. For this reason, the company
introduces a origin of “Lal Atta” targeting the upper-middle class people. The company will first
introduce the product Lal Atta in divisional markets of Bangladesh (mainly large departmental
stores like Agora, Nandan, PQS or Meenabazar) on January in 2014 as test marketing. In
progress it will follow intensive distribution and carry large scale advertising, consumer
promotion, and trade promotion. Current Market of Atta is very competitive. Many numbers of
local companies are operating in this market. Besides those companies, many new companies are
also to enter into the market. Market size is approximately Tk 2000 million. Atta market is
growing at the rate of 15% per year. Market of this product is urban oriented. It is relatively a
slow moving product. “Lal Atta” is expecting market share 15% within two years. It is expected
to increase sales over the next few years because the market is expanding.
Current Marketing Situation
MARKET SIZE
Market size is approximately Tk 4000 million. Flour market is growing at the rate of
15% per year. Market of this product is urban, semi-urban and also rural oriented. It is
relatively a slow moving product.
MARKET SHARE
A comparative analysis of the major competitors market share (Source: Package Supplier
& estimated) is given below:
Table 01: Market Share
Brand
Major competing products
Market share
( in 2005-2006)
Current market
positions
TEER
Wheat Flour
40%
Market leader
FRESH
Wheat Flour
24%
Market challenger
ACI
Wheat Flour
16%
Market follower
FUJI
Wheat Flour
9%
Market follower
EFAD
Wheat Flour
7%
Market follower
OTHERS
Wheat Flour
4%
Market follower
It is evident from the above given facts that the Flour industry is faced with acute
competition due to the reason that this industries getting saturated day by day. Though
our product does not face direct competition with those above given brands, but the
relationship is some what complementary cause there is no Brown as Lal Atta in market.
So this is the challenge to launch a New product with new criteria.