launch of a new product on the market

1. SITUATION ANALYSIS
In this pandemic situation people
cannot join any social gathering, they
spend most of their time at home
Alpenliebe wants to launch a new
chutney in this pandemic situation
when people cannot go out and join
gatherings
They want to penetrate in the market
with extensive promotional strategy

2. MARKET ANALYSIS
Right now we are having a growing market, as
we have to compete with the candy market.
The market size is around $280 million us
Bangladesh candy market is forecasted to
reach $366 million us by 2024 growing at a
CAGR of 7.7% During the period 2019-2024
Because of covid-19 people spend their time
in boredom which is an opportunity for our
chutney, and besides with the growing market
and good brand value we can capture the
whole market
Pran RFL, perfetti van melle, Olympic
industries ltd. ACI group ltd are the big players
in this industry
Market Size Market Growth
Big Players Opportunity

3. COMPANY ANALYSIS
S W
O T
STRENGTHS WEAKNESS
THREATS
OPPORTUNITIES
High Brand value
Effective supply chain
Renowned brand
Existing customer
Too many competitors
Not a must usable product
Low advertisement opportunity
No engagement with
customer
Not getting any attention
Growing market
Industry worth $360 million
Capture whole Bangladesh

4. PROBLEM ANALYSIS
SYMPTOMS ISSUES
Failing to increase sales
The core issue
No awareness among the
customers and zero trial
Lack of proper activation
strategy and communication
with consumers
The product is still
unknown to the customers
Customers have no
engagement with the product

5. BIG IDEA
THE BIG IDEA
FEEL THE TASTE

6. TARGET CUSTOMER
AGE
6-25 years old
PROFESSION
Student, workers
GENDER
Teenagers (girls
mainly), young
adults
TECH
CONNECTION
Highly engaged
with social media
TENDENCY
Follow recent
trends
GEOGRAPHY
Urban area(40%)
Semi urban (30%)
Rural (30%)

7. AWARENESS CAMPAIGN
SOCIAL MEDIA PROMOTION
Just jelly chutney
আল্পেনলিল্পে লনল্পে এি নতুন স্বাল্পে টক,
ঝাি, লিষ্টি খেল্পত সুস্বােু আচার। যা
একোর খেল্পি োরোর খেল্পত ইল্পে হে
Channel: facebook & Instagram
KPI: Number of target customer reach
Objective: engaging our customers and creating
awareness among the consumers
Core message: টক লিষ্টি খতেঁতুি চাটলনর এিন েুেদান্ত স্বাে,
খিাভ সািিাল্পনাই কষ্টিন
#newchutneychallenge
#justzellychutney
We will also arrange for a competition with some
prizemoney to create more awareness among our
consumers consumer

8. AWARENESS CAMPAIGN
Television commercial
এেনই চল্পি এি চাটলন যা েূর কল্পর
লেল্পে সকি অেসাে
ঘল্পর েল্পস খোলরিং িাগল্পে?
Channel: 15
KPI: number of people
reach
Objective: let the mass
audience know that we
launched a new chutney
which can actually relieve
your boredom

9. ACTIVATION & TRIALING
COLLABORATION
Action plan: Collaborate with major
restaurants(mr. manik, sultanes dine etc)
where they will give our chutney free with
every order & home delivery they make.
Objective: a big audience will know
about our product, and if they like they
will make the purchase
It will also help to viral the chutney
challenge in social media

10. ACTIVATION & TRIALING
Action plan: we will be offering free
samples and competitive trade load with the
retailers & whole sellers
Objective: secure the relationship with
retailers and also activation of our products
Benefits:
#1 supply of products will meet the demand
#2 sellers will act as our sales representatives
#3 increase the sales which generate a long
term stable profit

11. CONTINGENCY PLAN
VALUE BASE PURCHASE SCHEME QUANTITY BASE PURCHASE SCHEME
Action plan: a 10% to 12% incentives will be offered to
the sellers on purchasing the products worth a certain
amount of money
Objective: increase the sale by pushing retailers &
whole sellers
Time frame: quarterly
Action plan: a 12% to 14% incentives will be offered to
the sellers on purchasing a certain number of products
Objective: increase the sales by pushing retailers &
whole sellers
Time frame: quarterly

12. TIMELINE
January February March April May June
Awareness
Activation &
trialing
Contingency

13. FINANCIALS
Sl
no
Particulars No. of units Frequency Per unit cost Total
1 TVC making cost 2 500,000 100,000
2 TVC airing cost 15 3 10,000 4,50,000
3 Social media promotion 1 3 20,000 60,000
4 Social media prizemoney 40,000
4 Celebrity endorsement 1 6 50,000 3,00,000
5 Collaboration supply 200000 6 1 12,00,000
6 Trade marketing 2 200,000 4,00,000
7 Free samples 200000 6 1 12,00,000
8 Miscellaneous 100,000 100,000
TOTAL 38,50,000

14. FEASIBILITY
Sl
no
Particulars Reach per item Number of items Total reach
1 TVC 5,00,000 2 10,00,000
2 Social media promotion 3 months 5,00,000
3 Collaboration 6 months 10,00,000
4 Trade marketing 50 10,000 5,00,000
5 Free samples 6 months 10,00,000
Total 40,00,000
COST PER REACH BDT 0.96

15. REVENUE FORECAST
Weight Number of
customers
Number of months Revenue(yearly)
Regular 50% 2,00,000 12 * 15 days 3,60,00,000
Semi loyal 30% 1,20,000 12 * 10 days 1,44,00,000
Occasional 20% 80,000 12 * 8 days 76,00,000
Total 5,80,80,000
Total conversion: 4,00,000 (10%)