Marketing Strategies and New Product development

1. Market Marvels MM6
Independent University,Bangladesh
CourseTitle: PrinciplesofMarketing Course Code: MKT201
Section: 06 Session: Summer 2022
Faculty: Suman Prosad Saha
1. SadulAlam Khan 2. Farhan Rahman Rupom
I’D - 2022363 I’D - 1731629
3. SaharaAkter Shimla 4. Md Tajbid Zabir
I’D - 2131347 I’D - 2111696
5. Sristy Roy 6. Md Shadman Sakib
I’D - 2022581 I’D - 1931257

2. Quality means Bombay Sweets

3. Company Overview
• Mr Jivani’s fondness for sweets led him to open a
store in 1948, where he also sold the traditional snack
that has become a staple in every Bangladeshi home
today. Chanachur is one of them. His commitment to
quality products allowed the business to thrive and
gradually branch out to Baitul Mukarram and New
Market
• Product type Private limited company
• Owner Salim Jivani (Chairman)
• Country Bangladesh
• Introduced 1948; 74 years ago

4. Current Market
Situation

5. Market Description
Target Market
• AGE
• OCCUPATION
• OCCASION
• INCOME

6. 4P'S
PRODUCT
PRICE
PLACE
PROMOTION

7. Marketing
MIX
Bombay Sweets set their products price very intelligently. They do not
set their product at higher cost. They reduce the product price to fight
with their competitors very significantly. This lower cost price make
them even stronger to remain popular in the market as well.
Bombay Sweets has many products in their product line. They come up
in the market with verity and complete with their rivals. Chips,
Beverages, Masalas, Juices and Chanachur all are very popular and
demanding product nowadays in the market.

8. Marketing
MIX
The most effective advertising will be through the television.
We will also use leaflets billboard and a sporting event
Our products are available in super shops, also any type of retail shop
BSCL can use its current vehicles to deliver the products to the
wholesaler.

9. Market Distribution

10. Competitive Review
Ruchi BD Foods
PRAN
Foods Ltd.

11. Customer Analysis
• Market Share
Market share represents the percentage of an industry or a market's total sales that is earned by a company over a specified
period. This metric is used to give a general idea of the size of a company, its market and its competitors
• Market Segmentation
Market segmentation is a marketing strategy in which select groups of consumers are identified so that certain products
or product lines can be presented to them in a way that appeals to their interests.
• Demographic Segmentation
• Geographic Segmentation
• Behavioral Segmentation
• Psychographic Segmentation

12. Customer Analysis
• Existing Brand’s Sizes, Prices & Profit Contribution
Producer Brand Name Market Share (%)
Bombay Sweets & Co.,
Ltd. (BSCL)
Bombay Sweets
Chanachur
35
Square Food &
Beverage Limited
Ruchi BBQ 31
PRAN Foods LTD &
PRAN RFL Group
Pran BBQ Chanachur 21
BD FOODS LTD. BD Food BBQ
Chanachur
12
Brand Name Size (ml) Retail Price
(Tk.)
Profit/Pcs.
Bombay Sweets
Chanachur
150gm 40/- 7/-
Ruchi BBq 150gm 50/- 8/-
Pran Jhal
Chanachur
140gm 35/- 7/-
BD Food BBQ
Chanachur
150gm 50/- 8/-

13. Export Business of Chanachur
Bombay Sweets are exporting their products to more than 12 Countries including Nepal, Bhutan, India, Pakistan,
Korea, Middle East, Far East, Spain, Australia, to name a few. and it's a continually expanding list of countries all
over the world. They are adding new countries all the time since their goal is to reach a shop near you. Those
exporting products are :
• Bombay Sweets Normal or Regular Chanachur
• Dalmoth
• Chanachur Jhal
• Chanachur BBQ
• Jhal Muri
• Chanachur Bombay Mix
• Chanachur Tandoori
• Deshimix

14. MARKET SEGMENTATION
F o r Bombay Sweets Pickle Mix Chanachur
• Demographic Segmentation
• Behavioral Segmentation
• Psychographic Segmentation
• Geographic Segmentation

15. New Product Variation Plan
Introducing Bombay Sweets Pickle Mix Chanachur

16. Strengths
Opportunities
Weaknesses
Threats
1. Well recognized brand name
2. Maintains a standard quality level
3. Well established production facility
4. Well established distribution
channel
5. A long experience of serving this
target market
1.Marketing research
2.Market experience and
Recognized Brand
3.Low-cost structure
1.Bombay Sweets failed to
predict the threat of new entry
in the market
2. changing customer attitude.
3.Bombay Sweets changed its
product attributes.
4.Bombay Sweets failed to
supply all its varieties.
1.Consumers may not accept
any future change in product
or marketing strategy because
of experience
2.Competitors may introduce
more variety
3.Competitors may reduce
their price compromising their
profit margin.

17. Thank you