This document provides a marketing plan for a fresh fish retail business called "Fresh Fish - Buy Fresh, Pay Less" in Khulna, Bangladesh. The plan outlines segmentation of middle-class customers, an undifferentiated marketing strategy initially focusing on convenience. Products will include common and exclusive fish sourced from local markets. Pricing will initially match competitors while adding value. Promotion will use TV, posters and flyers. The store will be located in Royal More, Khulna, with an estimated budget of 15 lakhs BDT. The goal is to change how people in Khulna buy fish by providing a clean, convenient shopping experience.

1. North South University
(MKT202.1)
Marketing plan on
‘Fresh Fish’-Buy fresh,pay less
Group Name: Small Council
Mehdi Hussain(MdH)
Department of Marketing and InternationalBusiness
NorthSouthUniversity
Date of Submission:27th
July,2016
gh
da
To
Group Members:
1.Abid Ahashan Tarafder -1110774030
2.Ahadul Islam -1431063630
3.MD. Abu Bakar Siddike -1530596030
4.MD. Mohsin Hossain Rupom -1530965630
5.Purnata Dutta -1611793630
By

2. 1
TABLE OF CONTENTS:
1. Executive Summary
2. Segmentation
3. Targeting
4. Positioning
5. Product
6. Price
7. Promotion
8. Place
9. Budget
10. Conclusion

3. 2
EXECUTIVE SUMMARY:
Khulna is one of the divisional cities of Bangladesh but, people of Khulna are not yet introduced to the fact that
they can buy fish in pieces. They still buy a whole fish from the local fish market. The environment in the market
is very dirty and crowded. The middle-class working people suffer most. That’s where our plan comes. We will
use the cheap rate of the wholesale fish market, and deliver our customers fresh fish at a very low price. The
value we will be adding is that they won’t have to experience the hassle of going to the local fish market early in
the morning. They will come to our beautiful, neat and clean outlet and buy the fish. We are adding value for the
housewives also. The housewives won’t have to experience cleaning a whole fish. All they need to do is to wash
the pieces two or three times and cook. Even the housewives can come to our outlets and buy fish. The
environment in our outlet will be just like a super shop where anyone can come and buy. Our main target
customers are the middle lower middle-class, middle-class and higher middle-class. Our outlet will be in the
Royal More area. Our main theme for positing is, to create a customer mindset that, they can avoid all the hassle
and buy fresh fish at the same or less price. For promotion, we will use three different techniques. They are
flyers inside the newspaper, posters, and a local TV channel ad. Our discussion on ‘Fresh fish’ with the 4Ps and a
small budgetaboutisincludedwiththe project.

4. 3
SEGMENTATION:
Middle-class people of Khulna are not yet familiar with the concept that they can buy a processed fish rather
than buy a whole fish. The working class people have to go to the local fish market which is very dirty and
crowded. Not only that, they have to sacrifice their sleep in the weekly holiday to get fresh fish for their family,
and it’s not certain that they will get the fresh ones. Another great sorrow in their life is, even if they desire for
the taste of a big fish, they can’t because of the high price and they don’t have the opportunity to a part or some
slices of the big fish. In Khulna, the fish sellers don’t sell fish in slices. So, we will fulfill their desire as we will sell
fish by slicing into pieces. Another value we will be adding is that they won’t have to bargain. We will be a fixed
pricedshop.
So, basically, we have segmented our market targeting the middle class working people. We will reduce their
hassle of buying fish. We will make sure that they are getting fresh fish at a very reasonable price without any
hassle.
SegmentedMarket: Middle classworkingpeople.

5. 4
TARGETING:
We are basically a modern fish shop. Our target customers are the middle-class working people. We will be
actually focusing on our service. People are getting the same fish in the local fish market. So, are making the
difference in our selling process. We are not going to promote our product for the first six months. For the first
six months, we are going to advertise our process and brand name. So we will be basically following an
undifferentiated marketing strategy. Our primary target is to get familiar with the people of Khulna and get their
attention.Aftergettingthe attention,we willfollow the differentiatedmarketing.
Focus: Firstsix month-Undifferentiated.
Afterfirstsix month- Differentiated.

6. 5
POSITIONING:
We will change the way of buying fish in Khulna city. We will make the people realize that buying fish is not a
hassle anymore. We will make them smart buyers. Normally, the men go to the fish market. Women can’t go
there because of the environment. So, we are taking the initiative that, anyone can buy fish now. We will be
providingastandardbuyingsystemtothe middle-classpeople.
Position:Hassle free fresh fish buying.
As we are targeting the middle-class people, our competitors would be the sellers of the local fish market. We
will seekourcompetitive advantagesbyfollowingthe twotechniques.
1. More for the same: We will keep the price same, but add value through our service for some common items.It
wouldbe verydifficultorus towe keepthe price low forsome commonitemsandearna little profit.
2. More for less: For some items, we will keep a low rate because we will get them at a low price which the local
fishsellerswon’tget.We will addmore value toour service andenvironment.

7. 6
PRODUCT:
Core Product:Food/ Protein
Actual Product:Fish
Augmented Product:If the businessrunssmoothly,
Afterthree months,deliverytosocial functions
Aftersix months,home delivery
Place, where our product will come:
Khulna is very famous for its fish. There are a lots of wholesale fish market near Khulna city. We will be basically
our products from ‘Faltita’, ‘Barakpur’ and ‘Mongla’. We will buy our regular items from Faltita and Barakpur
and our exclusive items from Mongla. In both Faltita and Barakpur they basically sell fish which come from pond
or different fish projects. We will buy the fish from the river from Mongla. In Mongla we will get the big fish
which will be our exclusive product and we will sell them at low price than the local fish market. We will also use
some political backup so that,we can get our things without any hassle. We will have dedicated small pick-upfor
thistransportation.
Product:
Our common items would be Rui(রুই),Katla(কাতলা),Telapia(ততলাপিয়া)-Local, Koral(িাতাপি/ তেটপক), Koi(কক),
Shrimp(প িংপি)
Special items:Show(ত াল), Jaba(জাবা), Kain( কাইন), Local Catfish (তে ী মাগুি), Pangaish(িাঙা )-Local,
Lobster( গলো)

8. 7
PRICE:
As we will be firstly maintaining the ‘More for same’ formula, our price will be same as the local fish market. We
will try to change the mentality of the middle-class people. If they are getting the same fish with the same rate,
why will they experience the hassle of going to the dirty local market? Another important thing is that normally
one or two big fish come in the local fish market and they demand a very high price. They also have nothing to
do, because they buy from the second party. We have a very good opportunity here because we will buy from
the first party. So for those items, we will follow the ‘More for less’ technique. Our main concern for the
business is to get us introduced to the people. Once people feel that they are buying fresh fish with a very
reasonable price they will never go to the local fish market, rather they will come to us and experience a smart
fish shopping. We will give a special discount in the occasions and also seasonal. It is a common culture in Khulna
that, inwinterthe supplyof fishisverymuchinthe wholesale market.So,we will grabthatopportunity.
The only concern about our price that we will not charge more than the local fish market because, if we do that
at the startingpointof our businessnoone will come tous.We will change ourpricingafterat leastone year.

9. 8
PROMOTION:
1. Flyers
2. Posters
3. Local TV channel Ad
4. Face book sponsoredpage
5. Festive Discount
We will be the five ways for our promotions. Firstly we will open a Face book sponsored page and reach to
people. Face book is a very good and fast moving communication nowadays and, it’s very cheap also. We will
make a TV ad for a local production. We will air that on the local TV channel Khulna Vision. After telecasting it
for one week we will distribute flyers in the mosques after Zuma prayers on Friday. We will do it for four weeks.
We start putting up a poster at the same time we will be airing the TV ad We will have posters in all the
important places in Khulna. We will have our posters in front of the schools also. It will be one of our technical
brandings. Normally there are lots of guardians in front of the school. They go to pick up their sons/ daughters.
Normally the housewives do this. If we can reach out to them, they will inform the husbands. Finally, we will be
providingsome festivediscounts.We will be providingsome quantitydiscountalso.

10. 9
TV commercial concept:
First Scene: Husband will be walking to the local fish market with a very depressing and disappointed face and
almost find nothing to buy. Finally, after roaming a while, he will end up buying a fish with so much bargaining
and witha veryirritatedmind.
Second Scene: Husband will give the grocery bag to the wife. Wife will start shouting about the hassle of cutting
a whole fishandthe fishnotbeingfresh.
Final Scene: After all this, the husband will start reading the newspaper and see our flyer of ‘Fresh Fish’. Next
day he will come to our outlet and buy a fully processed fish in a very neat and clean hassle free atmosphere. At
the end when he gives this to his wife, his wife will be very surprised and happy, and the ad will end with a pop-
up slide andvoice-
‘মাছ কাটা কাটির অশান্তির ন্তিন শশষ, সংসারর শান্তি আরন Fresh Fish, ঝারমলা মুক্ত তাজা মারছর অঙ্গীকার Fresh
Fish’.
We will vastly concentrate on our promotion because out the first target is to get familiar with the people of
Khulnacity.

11. 10
PLACE:
OutletSize:1000 square feet
Place:Royal More Khulna
We will have a nice outlet for a very neat and clean environment just like people get in the super shops. One
dedicated worker will always be cleaning the outlet. As it will be a fish shop there will be very much liquid dirt.
We are promising our customer a neat and clean fresh fish buying experience we have to keep that as that is our
main difference from our competitors, and we will be very cautious about that. There will be two workers
dedicated to cutting the fish just like the customer want. One manager will be taking all the orders and a sales
person sharing information with the customers. There will be a security guard at the gate helping with opening
the door and helping customers to carry their bags. Our outlet will be fully air conditioned and there will be to
coolerswithtransparentglassfordisplayingandthree bigrefrigeratorstostoringthe fish.

12. 11
BUDGET:
Budget: 15, 49,000BDT
Position forthe space- 7, 00,000 BDT
Decoration - 4, 50,000 BDT
Pick-Up(Small truck-2nd
Hand) - 3, 50,000 BDT
Salary:
1. Manager- 10,000 BDT
2. Worker (3 persons) - 12, 000 BDT (4000/person)
3. SalesPerson(1 person) - 6, 000BDT
4. Security(1person) - 5,000 BDT
Total: 33, 000 BDT
Promotions:
TV ad:- 10, 000BDT+4, 000BDT (KhulnaVision)
FlyersPosters:- 5,000BDT
Face book Promotions:- 2,000BDT
Variable Cost:- 5, 000 BDT

13. 12
CONCLUSION:
We will be basically changing the way of buying fish in Khulna. We will set a trend in Khulna. The reason we will
start a fish business in Khulna is because of the resource and cheap rate of fish. Another reason is that Khulna
people love to eat fish, but the hassle of buying a fish for the men and hassle of processing it for the women is
our psychological business. We will try to grab that and give middle-class people a standard buying experience. If
we manage to do our things right it will be a very profitable business and later we can expand our business in
othersectorstoo.
Thank You.