Talking about food, many of us are fond of গুড় or jaggery. So, we came with some products which can be made and sold in Bangladesh. We can use Jaggery to create a product line. What are those products and why is this business feasible? We can learn those question's answer by reading the file.

1. Team D-Molecularity
Venture Name: krishti
Industry: Food

2. Table of Content
Topic Page Number
Introduction to Business and Basic information
Introduction 2
Objectives 2
Mission Statement 3
Keys to Success 3
Organizational Ownership 3
Operational Hour 3
Marketing Mix 3
SWOT Analysis 6
Marketing
Market Size 7
Growth Share Analysis 7
Competitors 7
Unique Selling Proposition 8
Porters 5 Forces 8
Supply Chain 9
Packaging 9
Promotion 9
Feasibility Analysis 10
Financial Analysis
Breaking Down the Costs 10
Capital 11
Break Even Point Analysis 11
Finishing Touch
Timeline 12
Conclusion 12

3. 2
Introduction
Molasses a common name in our mouth. From the very beginning we are fond of sweet. We like
extra sweet in every sweet product. But the price of sugar is rising and its substitute product in
market are not only hygiene but also dangerous for our health. Many sugar companies are turned
down because of external environment. So, we are introducing Molasses in a whole new level. We
are introducing our organization Krishti [কৃ ষ্টি] where we will turn molasses or jaggary to couple
of products that will mesmerize our customers .
It will be the easiest sugar alternative ever. We have four different product line which provide
molasses cola, molasses sauce, molasses cookies and premium molasses.
Molasses cola is the healthiest alternative for cola. It also contains unique test along with vitamins
and minerals. It also can be used as a health drink. Molasses sauce is can be used as sweetener in
tea or coffee or other drinks.
Molasses cookies is the ultimate choice for Childs. It prevents obesity because its glycemic index
is low. And premium molasses is the best for making “pitha”.
It our privilege that we have a group of experienced molasses maker so that we can supply
premium quality hygienic molasses in an affordable price.
Our diversified product is the ultimate future of natural sweetener.
Here, as our business idea is of selling some new and modified products & our main ingredient is
molasses (গুড়) so we have enough suppliers to supply our basic raw materials. Now if we are
looking towards the market environment, there are limited competitors and most significantly no
renowned brands or food product companies are actually selling molasses as a consumer product.
Molasses is substitute of sugar by all means but not preferable to all because of limited variation
and unease of handling.
Creating variation & providing standard quality is our main moto.
Objectives
 Introducing variety of products through product development
 Creating sort of employment for rural people.
 Involving molasses in our national expansion grid by exporting molasses related products

4. 3
Mission Statement
Our mission is to fulfil changing customer’s perception about food with twist in taste buds and to
introducing variety of sweeteners of Molasses among rich segment while keeping the quality level
intact.
Keys to Success
 Consumer Factors: Continuous development of quality whenever there will be slightest
complain of consumer will be found. We think customers are right and they should have
the highest priority
 HR Factors: We will invest on HR whenever is needed as we think investing on HR will
give competitive advantage. To keep those trained workers and employees in company, we
will bind them in a contract.
 Product Factors: As our molasses are the first ever quality based so we can ensure that
we can add advantage in our hand.
Organization Ownership
The company will run as “Partnership Business”. As the three of our are from Department
of Business Administration and we do have different background with unique skills which
will hopefully lead to success
Hours of Operation
 Main Production will be from 10Am to 3 AM . And it will be less pressure for our producer.
 Others workers and employers will work according to Bangladesh Labor law, Section-100.
Marketing Mix-
Product
1. Molasses Sauce - "রসগুড়": Liquid molasses processed as thick & consistent as sauce & then
packaged in plastic sauce containers & in tetra-pack. Priority of use while making cakes (in Bengal
“Pitha”), as example – Vapa pitha, Puli pitha etc.
2. Molasses Cookies –
 "গুড়ুম": Rice flower cookies made with peanuts and hard & liquid molasses.
 "কৃ ষ্টি Cookies": Wheat flower cookies made with black strap molasses and chocolate
chips.

5. 4
3. Molasses Cola - "MolaCola": Cola flavored drinks using black strap molasses instead of sugar.
Priority of use is to change the ultimate cola flavor giving a molassessy twist. Priority is to make
it adoptable for “Youths”.
4. Premium Molasses - "Kristi Premium Hard Molasses": Hard molasses cut in different
shapes maintaining standard of quality and hygiene factors. Packaging will be in a standard hard-
board made box with six months preservation guarantee. Mainly for Upper-Class & Upper-Middle
Class segment of society.
Price
 গুড়ু ম
 কৃ ষ্টি Cookies
Dry Foods Drinks & Beverage
 MolaCola
Others
 Kristi Premium Hard
Molasses
 রসগুড়
Product Mix of “Kristi”
Molasses Sauce - "রসগুড়:
Sauce Container –
 500 gm – MRP 70 TK
 1 kg – MRP 125 TK
Tetra Pack –
 50 gm – MRP 18 TK
 100 gm – MRP 35 TK
Molasses Cookies –
"গুড়ু ম":
1. 330 gm (approx.) – MRP 55 TK
2. 500 gm – MRP 80 TK
3. 1 kg – MRP 150 TK
"কৃ ষ্টি Cookies":
1. 330 gm (approx.) – MRP 70 TK
2. 500 gm – MRP 100 TK
3. 1 kg – MRP 185 TK

6. 5
Place
Our main factory will be in Rupnagar, Narayanganj. What we will do are;
 At initial level, we will rent a building
 We will also rent garage to store transport vehicle
 First floor will be used for cooking and it will only consist of one big room
 2nd
floor will be used for others business activities
 Main interaction facility will be on 3rd
floor of the building
Promotion
 Word of mouth
 Marketers incentives
 Communicating with super shops who encouraged unique product.
People
 Main cook will be from villages
 There will be 4 departments: Cooking, Marketing and Promotion, Accounting and
Finance & Transport
 Owners will take whatever decisions will be needed
 There will a trade union which will act as Collective Bargaining agent
Age Geography Psychographic Behavioral
From 5 years child
to All ages
Urban Upper Class Daily Life
Sub-Urban Upper Middle Class Special Occasion
Middle Class Winter Season
Lower Middle Class
"MolaCola" –
1. 200 ml – MRP 15 TK
2. 500 ml – MRP 30 TK
3. 1 liter – MRP 55 TK
"Kristi Premium Hard Molasses":
1. 1 kg box (combined rectangular and
oval shape hard molasses) – MRP
215 TK
2. 2 kg box (only rectangular shape) –
MRP 380 TK

7. 6
Physical Environment
 At initial level, we will rent a building
 We will also rent garage to store transport vehicle
 First floor will be used for cooking and it will only consist of one big room
 2nd
floor will be used for others business activities
 Main interaction facility will be on 3rd
floor of the building
Process & Others :
Marketing
SWOT Analysis:
Weakness
Continuous cleaning
will be required which
may increase cost
Opportunity
People are becoming
concerned about hygiene
food. Our molasses will
fulfil that demand
Lucrative product line can
easily capture Customer
Threat:
Easy to capture
market
Rival commentators
Target market is very
consisted
Strength:
Low Labor Cost
Experts from village
Low initial investment
Opportunity to introduce
new product line when
necessary

8. 7
Market Size:
We can target all urban areas as well as sub-urban routes where only whole-seller and retailers
supply molasses but no actual producer is available. So with no actual competitors of these
modified goods and with many suppliers of the raw materials it will be very easy to capture a big
portion of market as we targeted all most all segment of urban & sub-urban area.
Growth-Share Analysis:
As we are introducing totally new products to the market so our relative market share will be high.
As per the people’s perception towards food habit is changing day by day so introducing a new
product can be risker. But as we will be the one and only product-producer & seller for the first
few periods of time so as a monopolist we will consider a break-even condition for first few terms.
Competitors:
 Local Molasses Traders
 Very few home-producers who makes molasses sweetener
Relative
Market
Share
(Higher)
Market Growth Rate (Constant)

9. 8
USP:
Porter’s Five Forces:
"Kristi"- our brand, will
create new variations
through modifying
sugar-based product
more unique and tasteful
with molasses
Facing no
competitors in the
first few months and
then facing entry of
some new
competitors will not
affected us as we will
be a market leader
by then
Customer always
look for new variety
and thus we will
introduce our new
unique product into
the existing
customer group by
building "Product
Developement
No-
Competitors
will put us
safer position
in "Industry
Rivalry"
We will try to lessen
buyers tendancy to switch
our products by setting
affordable price range &
variation in products
Many suppliers
will helps to
maintain low
material costs
and availability
Sugar -made
products is the
only sunstitute of
molasses but taste
differences will
create priority .
Positive market
growth rate can
bring new entry
but as an
intiators we will
set

10. 9
Supply Chain & Distribution:
As we will start our own business, firstly we will go for only one intermediary who will lead us to
go for direct sellers and marketers. There will be no whole sellers. Only one distributor will supply
the products to the end sellers.
For distribution and maintenance:
 Only one distributor
 One warehouse which will contain the producing & packaging machinery and which will
be used just for keeping the end products for lowest possible storing time
 Just in time inventory system
 Relink system to directly and quickly replenish different shop’s product
Packaging and Other:
 "Kristi Premium Hard Molasses" packaging to create customer’s affluence
 Packaging box can also work as storing tools
 Logo & Brand name of “Kristi” will be attached
 Product details and ingredients will be labeled on
Promotion:
1. Short Term:
 Word of mouth, starting from our own locality
 Giving our distributors benefits
 Some sample products to sell to the end dealers
 Communicating with super shops who encouraged selling unique product
2. Long Term:
 Bill-boards
 Advertising on news-paper
"Kristi"Company
Production House &
Warehouse
Distributor Market/Shop

11. 10
Factors that will make business feasible
 Affordability: Price will be within purchasable range as the price will be lower and we
have various products.
 Availability: The products will be available in every nearby retail shop. So , customers
don’t need to buy molasses from open market which are unhygienic.
 Healthy: Molasses is healthy with low GI (glycemic index) than any other natural
sweetener. It also provides minerals.
 Currently no competitor in the market but when the competitors will arise, our
customers will already remember our name.
 Natural and unique taste.
 More efficient than any other sweetener.
 Strong supply chain and distribution channel.
 HR Practice: Modern HR practice model will be followed where HRD will be given high
priority. So, there will be less worker grievance. Wages and salary will be set according to
labor law, so there will be satisfaction among workers.
 Aligning Finance and Marketing Department: There will be “Share of info “ among
marketing and finance department. And this fact will give competitive advantage in market.
 Management Body: Our prime decision takers will be the owners and department
head .And to take further necessary info ,we will take suggestions from CBA of our
company.
 The “Producer” team: Producing molasses isn’t new but old. Then again, we are taking
it to the new level. We will follow tradition, culture in producing the Molasses.
Financial Analysis
Breaking Down the Costs:
Direct Material
Mixer 11000
Tray Dryer 90000
Cutter 2450
Knives 2450
Spoons 1980
Pans 3500
Heating Scales 7600
Bowls 1950
Dryer 130000
weighing Machine 7500
Total Direct Material 258430
Direct Labor Cost
experienced-4 years 77600
Other workers 71500
Total Direct Material Cost 149100
Manufacturing Overhead
Misc 16740
Indirect Labor 13000
Maintenance [Factory] 19000
Depreciation [Factory] 21000
Total 69740

12. 11
Total Capital Needed: Around BDT 9 Lakh
Financing: Personal Fund from 3 members. Each will contribute BDT 3 lakh. No debt is
necessary.
Break Even Analysis:
-1000000
-500000
0
500000
1000000
1500000
0 760 1,520 2,280 3,040 3,800 4,560 5,320 6,080 6,840 7,600
TAKA
SALES VOLUME (UNITS)
Breakeven Analysis Chart
FIXED COSTS PER PERIOD TOTAL COSTS TOTAL SALES NET PROFIT (LOSS)
Annual Cost
Inventory Cost 477270
Distribution 20000
Annual Fuel 30000
Phone Cost 8120
Electricity 50000
Provision Cost 22625.67
Factory Maintenance 33333.33
Advertisement 123645
Distributor 36000
Office rent 80000
Misc 5580
Total 886574

13. 12
“Kristi” – Timeline
Conclusion
As the days are passing by, consumers and customers are becoming more aware about the quality
of food. Our countries national income range,GDP, GNP everything are rising, so people are
getting more source of income than before which is why they are becoming more concerned about
food. We hope our wide range of molasses can motivate them to avoid open foods of market
and will eventually grab most of the market.
2017, September
2017,
December2017, October
2017, July
The start of “Kristi”
with 5 initial
products
Finishing launching of
products in Dhaka city,
Savar & Narayan Ganj
Recruiting
distributors for
each region &
fulfilling a total
supply chain
2018, April
2018, January
2018, February
Attending in Winter
Pitha Fairs
Launching stall
in Dhaka
International
Trade Fair
Launching a new
product variety , e.g. –
“Gur Toast”
Advertising on
newspapers , looking
for country-wide
distributors &
starting selling
products all over the
country

14. 13