OMEGA Exim Ltd. is launching a new canned chips product in Bangladesh called KRUNCHY BARREL Chips. They perform a situation analysis which finds there is demand for chips but health concerns. Their SWOT analysis identifies strengths like quality product but weaknesses like being a new product line. Their marketing strategy targets children and young people with advertising, and positions the product as higher quality and harmless compared to competitors. They will implement the strategy through a sales team with territories across Bangladesh to promote the unique product.

1. Situation Analysis, SWOT Analysis
& Marketing Strategy
Of
KRUNCHY BARREL Chips
Scenario: Bangladesh Market.
Prepared by: Bishazit Das

2. Situation Analysis
Customers:
Bangladesh is an over populated country. It has a large amount of population. And many of
them are fond of chips. So there is vast market for the chips industry. But some people are
disinterested about the chips. So the people have also some negative ideas about the product.
But most of the customers are nominal to be motivated as a consumer of any product if the
features are that product could be represented properly.
Competitors:
The chips industry in Bangladesh is not small. There are a lot of chips producers. Some of
them are International and some of them are national & local suppliers. But canned chips
marketers are few in number. In our country many foreign brands are also available. They are
comparatively costly also. So the consumers’ taste and demand are changing from low
quality chips to high quality chips. The major competitors of canned chips brands name are
lay’s chips, Pringels, Towers, Chizzpa, Mr. Tomas, Jacker, etc.

3. Company:
OMEGA Exim Ltd. is strongly positioned to grow through its policy of constant innovation
and renovation, concentrating on its core competencies and commitment to high quality, with
the aim of providing the best quality food to the people of Bangladesh. These chips are totally
different from other traditional chips. Its quality will be very high and which will be
harmless. In that product, there will have some special ingredients & flavors which will
provide nutrition and which will be work as digester.
Context:
In the market of Bangladesh has a demand of chips product. At present, a lot of canned chips
are available in the market and there is an idea in the market that chips are very harmful for
the teeth. So a lot of conscious people do not take chocolate or chips and many parents do not
feel comfort to give this to their children or even for themselves. So people have a latent
demand of harmless chips. So, OMEGA Exim Ltd. wants to lead the market with high quality
canned chips and which will be harmless for health.
Economy:
Bangladesh is a developing country. Though the economic condition of this country is not so
good, the economy is turning from agricultural sector to industry sectors. So the futures of
any industry like food & nutrition in an industrial aspect in this country is very bright.
Government:
The govt. is also attentive about the industry sector and encourages and helps to establish new
businesses.
Legal:
The govt. regulations or the legal condition of Bangladesh is also not a big obstacle at starting
new business or to launch new product. But in terms of introducing new consumer product, a
company must obtain the approval of BSTI (Bangladesh Standard & Testing Institute). So to
launch new chips the company must obtain BSTI approval.
Technology:
The technological environment of Bangladesh is not developed. So, new and advanced
technology and machinery have to be imported from the abroad to produce qualified chips. It
would be a great future plan for OMEGA Exim Ltd.
Socio-cultural:
From the socio-cultural point of view, there is no barrier for chips. The chips have a good
acceptance in Bangladesh. But many people are aware about its bad effect. They know that

4. chips are harmful for health and there is a strong idea about this in mind of the people. So,
creating awareness about the health & hygienic facts of canned chips can change the current
socio-cultural beliefs.
Market Opportunity and Issues
SWOT analysis:
SWOT analysis is the overall evaluation of a company’s strengths, weaknesses, opportunities
and threats.
The SWOT analysis of OMEGA Exim Ltd. regarding marketing of ‘Canned Chips”
is as follows—
Internal environment analysis: The strengths and weaknesses of OMEGA Exim Ltd. “Canned
chips” are summarized below:
Strengths:
 Expert and experienced management
 High quality product offering
 Less price than competitors
 Best quality and services.
 Maintain strong delivery schedule.
 Strong financial support.
 Company has strong manpower.
 Few known competitors
 Customer loyalty of the company
 Availability of capital
 Use of modern technology & Public Relations
 Financial stability
 Product has the brand personality.
 Vast Market
 Open Opportunity
 Unique product features like flavor, packaging, tests, hygienic etc.

5. Weaknesses:
 “Canned Chips” is kind of a new product line of the company.
 OMEGA Exim Ltd. has many kind of product. But for this new type of product,
distribution and promotion will have to be taken.
 As it is a new flavor product, it will be difficult to manage customers for the
company.
 Lack of proper knowledge about the market and the demand because it’s never
surveyed before.
External environment analysis: The major opportunities and threats of “Carrot chips” are
given below:
Opportunities:
 There is a demand for this kind of product.
 Canned food has good image in the market.
 There are so few existing verities flavors Canned Chips currently in the market
 Good and initiative employees.
 Mature retail market in Bangladesh.
 Developed communication channel.
 Company has a lot of proper channels to deliver the product.
Threats:
 The present chips manufacturers are also strong competitors.
 As it is a new product, there is a chance of rejection by the market.
 It may fail to fulfill the expectations of the customers.
 Foreign manufactured chips, though the company is domestic
 High cost of the raw materials.
 Political environment of the country.

6. Marketing Strategy:
OMEGA Exim Ltd.will decides to market Canned Chips all over the country especially in the
urban and sub urban areas.
Customers will be communicated through advertisements such as leaflets, quality posters,
Kiosks, newspaper ads, internet and other media ads & later on radio & TV ads.
Mission:
To provide customer highest quality canned chips and attract current customers of the present
chips. Generate brand equity in the market so that in future no company can take the market
by producing same product.
Target Markets:
OMEGA Exim Ltd.’s main target market people are the young ages people who like to eat
chips very much. Mostly the school going students and the children. Beside that they also
focus the young generation people. Although their main target market is young people but
they also prefer the people of adult and old ages people. Also their focus goes to all types of
peoples of the country and the current user of the chips.
Target Market Segments:
OMEGA Exim Ltd.has segmented its market on the basis of following categories:
Geographic:
 For the urban and sub urban and rural areas citizen of all over the country.
 Especially for the convenient transportation areas.
Demographic:
 Children generally under teen-age.
 Young generation generally under age range 13-25.
 Educated people and conscious parents.
Psychographic:
 The lower middle class, middle class, and upper middle class.
 The conscious people.

7. Behavioral Factor:
 Those who have negative idea about the traditional chips.
 Those who seek good quality.
 The non-users and regular users of the chips.
 Those who are aware about the bad effect of the traditional chips.
Positioning:
Market positioning requires the determination of a frame of reference- by identifying the
target market and the nature of the competition and the ideal points-of-parity and points-of-
difference brand association.
OMEGA Exim Ltd. will always try to position their product through image differentiation, by
related marketing and product differentiation. OMEGA Exim Ltd.will use logo and short
advertisements so that people can consistently see the advertisement so the product will
occupy a clear, distinctive, and desirable place in the mind of the consumer relative to
competitors’ product. OMEGA Exim Ltd. will use USP (Unique Selling Proposition) for their
product. To do brand differences that make a better differentiation or that has the potential to
create company costs as well as customer benefits. A difference is worth establishing to the
extent that it satisfies the following criteria.
 Important
 Distinctive
 Superior
 Communicable
 Affordable and Profitable
To capture the customer/ user easily, OMEGA Exim Ltd. will also develop some positioning
strategy to position “Canned chips”. There are some requirements how OMEGA Exim Ltd.
capture the customer value. These are given below:
i) By proper offerings.
ii) To show the interest of the product.
iii) By preemptive and then other competitors can`t copy this product and its services.
iv) By creating product superior valve.
v) By advertising
vi) To know about the customary satisfaction.
vii) To ensure the better quality.
viii) Ensuring that its 100% Harmless chips
ix) By offering chips with affordable price

8. Marketing Mix:
Product:
For launching a product in the market, there is some procedure that should be followed by
every marketer to move in the long run. Our product will enable our customers to have a
different experience to try our chips. They will be able to differentiate our product in quality
which is unique in the chips market. They will not be able to feel the same way for the other
chips in the market. Generally different size of chips cans will be produced for customer.
These are small, medium and big size.
Price:
Price is the amount of money customer wish to pay to obtain the product. Necessary
strategies pertain to the locations of customer price flexibility related item within a product
line and terms of ale. Here, it could be set maximum Tk.60 for small and TK.90 for medium
and TK 120 large cans.
Pricing policy for its product due to the following reasons:
 Distinctive Packaging
 Brand Name
 Cost of raw materials
Place:
By using the present distribution channel OMEGA Exim Ltd. can easily market this new
product “Canned Chips”. The company has many consumer products. The company can use
its present marketing channel to make the products available all over the country. They also
can make some new channels and assign some distributors to promote this new product.
Super Malls, Shopping Malls & Family Marts will be the most appears places of this product.
Shopping Marts like AGORA, MINA BAZAR, KIDS & MOMS, and SWAPNO will be
represent it in an exclusive display which may be possible by MOU’s with them.
OMEGA Exim Ltd. can use mobile shop in the shopping malls, offices and crowded areas so
that people can purchase the product easily when they like to consume.

9. Promotion:
It plays an important role in the exchange process by informing customers of an
organization’s product or service and convincing them of its ability to satisfy their needs or
wants.
We will use the following promotional mix:
●Advertising
●Personal selling
●Direct marketing
●Sales promotion
OMEGA Exim Ltd. will take an affordable promotional program for this product. The
company will keep a minimum amount for the promotional activities at the beginning of the
product. As it is a new Product, unique promotions are needed to build up the product
awareness.
OMEGA Exim Ltd. will use the social media at first & then Free Home Delivery, Power
Point Presentations, Banner, Festoon, Placard, leaflet & posters. When its response will
represent handsome profits then it will be time for ads through TV, Radio, Bill Board and
Newspaper..
The company will take the strategy to create awareness about the bad effects of the traditional
chips.
Advertisement:
In the newspaper advertising, the company will know or inform the people about the bad
effect of the traditional chips and inform about the good sides of the Canned chips. In their
total promotional activities they will also try to build awareness in the minds of the customers
and try to acquire a strong position. In the electronic media’s advertising the company can
present famous and renowned doctors to inform people about the difference between
traditional chips and Canned chips.

10. Public Relation:
The company will take a mass public relation program.
Retailers and Wholesalers:
OMEGA Exim Ltd. will give many facilities to the retailers and the wholesalers. To take the
competitive advantage the company will give more facilities than its competitors. The
intermediaries are given many gifts items such as wall clock, T-shirts etc. and sales helping
equipments such as keeping pots, bill board etc.
Others:
OMEGA Exim Ltd. will develop some cartoons which will be used on the T-shirts, bill
boards, neon boards, and in some ads to attract the children and young people. The company
also uses this brand’s logo, picture, symbol etc. on many toys, dolls and on many other things
to know and attract the target market.
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Most marketing plans are primarily driven or determined by market needs and aims. We need
to clarify what needs to be done. For the real market capturing, to make sales of Canned
Chips at first we need to make know our sales persons “Marketing Is a Habit, Not an
Event”.
While construction a market visit plan we need to have a complete understanding about the
product and the products selling personnel. We also need to ensure the basic for the
marketing activities such as:

11. We should enable each and every sales personnel to understand the organizational policy to
make a successful sale. That’s why we need to identify the most appropriate marketing mix.
The mix should consist of:
 The right product
 Sold at the right price
 In the right place
 Using the most suitable promotional techniques.
Sales team must have to consider the Market Table below:
THE MARKET
Target market
Who are you selling to? Why would they buy your products/services
over others?
Marketing
strategy
How do you plan to enter the market? How do you intend to attract
customers? How and why will this work?
Sales action plan:
A sales action plan is a consistent result of a better marketing plan. OMEGA Exim Ltd. has
already completed first three steps of a standard marketing action plan. So now it’s time for
the last and the final step; sales action road map. For better understanding the stated words
can be presented in a pictorial manner as below:

12. The 4W as an action plan:
The 4W will clarify the action toward make a successful sale. Each and every sales personnel
will keep it in their mind that their prime and supreme action plan is 4W.
When they get the point of 4W in case of create a sale it becomes easier ever to make it
happen successfully. So the marketing team must have to identify What they are selling,
How they can make the sale, Who they are dealing with and When they going to make the
sale.
Prime market capturing techniques for TME (Time Management & Effectiveness):
TME sales & marketing team will work in an active manner such as territory representation.
Each and every sales person will facilitate OMEGA Exim Ltd. with a representation of
specific territorial sales. The whole market will be segmented into seven territories depending
on the distribution chain on seven divisions of the country.
Sales technique on the basis of territory will such as:
Territory 1 Territory 2 Territory 3 Territory 4 Territory 5 Territory 6 Territory 7
Sales Force 1 Sales Force 2 Sales Force 3 Sales Force 4 Sales Force
5
Sales Force
6
Sales Force
7

13. Sometimes incase of special need to boost up sales, sales personnel will run their activities in
a co-operative manner to get succeed.
Deconstruction of territory:
While deconstructing the territories we can identify specific places adding with specific
territory. Segmented territories are as follows:
Territory Area
territory 1 Sales Force 1 ( Dhaka Division)
territory 2 Sales Force 2 ( Chittagong Division)
territory 3 Sales Force 3 (Shylet Division)
territory 4 Sales Force 4 (Rajshahi Division)
territory 5 Sales Force 5 (Khulna Division)
territory 6 Sales Force 6 ( Barisal Division)
territory 7 Sales Force 7 ( Rangpur Division)
Today businesses have an increasing market focus. If organizations are to serve the needs of
their customers they need to be structured in such a way as to identify and meet customer
requirements. So sales personnel from different territory should have to stimulate and
construct the basic needs of customers. It may differ from one territory to another but there
must be a daily or weekly conversational period where the sales personnel can have a recall
about the obstacles and solve those with sharing experience and solving method.

14. There are a number of processes involved in producing effective Sales, including:
 Identifying the most appropriate market segments to target the Sales
 Choosing the best possible media of orientation to enter a territory
 Projecting the right message in the adverts
 To get the timing of the approaching right place at right time
 Tracking the effectiveness of the selling, such as wordings, presentation and creating
value in the deep mind of clients
Evaluation:
The evaluation process of preferred marketing will take 3 stages such as:
Each and every stage represents the actual outcome of marketing activities. In case of sales
person like the above 3 stages, their performance will be evaluated according to the success
rate of total marketing process.
Self Assessment:
Self Assessment will take place before and after of any sales action. A sales person will
maintain the chart provided below. The chart will assist a sales person to evaluate himself in
case of his working territory, client community, and response rate and success probability.
It’s a prior and post activity that a sales person can easily indicate his success rate otherwise
his way of working. The chart is given below:

15. Action Plan Self Assessment
Acti
on
No.
Action Action
Area
Action
Date
Action
Community
Total No. of
Community
Members
Start
Time
Finished
Time
No. of
Potential
Clients
Remarka
ble
Clients
Clients
need to
follow up
Remarks

16. Reviews and Control:
Marketing plan includes different kinds of budget and managerial assignment for every action program. It describes how to implement
marketing plan. For control purposes, the plan also allows for quarterly comparison of actual versus projected sales and expenses. If
they cannot do this comparison among the plan then they never go to the competition. For their better performance they need
comparison between actual and projected sales and expenses. If there find out any gap in plan and output, we have to take corrective
actions. Not only that, if there is any problem arise in production, marketing process, or any other areas, we have to take necessary
steps to overcome that. Finally, the management will monitor the total environment, progress, and gap and will take the corrective
actions if necessary. The company always has to maintain the TQM (Total Quality Management).