1. Product ProfileA: Product Mission:
Cheese BD exists to delight, educate and inform the people who love fine
Cheese and who care about authentic, sustainable produced foods.
Product Vision:
Be the number one brand in cheese industry throughout the country
within 2016.
Product Objectives:
Delivering best quality.
Serving product in reasonable price.
Giving many offers with product.
Giving discount in different occasion.
Delivering attractive promotions.

2. Product goals:
to serve the consumers efficiently.
to be the best producer in the market
outcompete our rivals.
provide and distribute good and quality products
B. Product’s characteristics along with different levels
Product’s characteristics
American - Semi-soft, mild, smooth, light yellow or orange, usually cut
into square slices.
Amish (Lacy) Swiss - It is creamier in texture than regular Swiss cheese.
Ham and cheese sandwiches.
Anejo Enchilada - Mexico. A firm, pressed cheese rolled in paprika. This
cheese is not as strongly flavored as Cotija but can be easily shredded or
grated.
Asadero - A smooth, yellow cheese with more "tang" than the mild Queso
Quesadilla cheese.
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3. Product’s levels:
Cheese, a very simple natural product may have these three levels too.
Simply selling a cheese is something like giving a core product to the
consumer. When a seller is wrapping the cheese with a protective paper
it is the actual version of the product. Now if you can preserve the cheese
in a refrigerator that protects its full potential and if you can provide a
home delivery it is the augmented one in the market.
C . Variety, quality, design features, Packaging, brand name, extra services
Variety
Fresh Cheese
Soft Cheese
Semi-Soft Cheese
Blue Cheese
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4. Quality control in cheese manufacturing:
1. Min. - pH and pH after 6 hours
2. % Moisture
3. Bacteria flora
Designing The Cheese
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5. Key Features Cheese BD
This Cheese has a distinct bluish to purplish colored buds. With careful
cultivation, the plant may also produce white trachoma crystals covering
the buds, further increasing its THC content.
This is an indoor plant but can also be grown outdoors with controlled
environments. Hydroponics or soilless mediums for planting can also be
used for this.
It tastes dominantly with Cheese, spicy and musky, with the fruity taste of
Blueberry. People who love fruity flavor will definitely love this strain.
The highs can go very smoothly letting we stay functional and euphoric. It
relaxes the body while increasing brain activity but relieving stress and
anxiety. Great for daytime use as this keeps we functional during working
hours and the highs are a little short.
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6. Packaging of cheese BD
The packaging of our cheese satisfies the following criteria:
 Hygiene protection
 Preservation
 Transportability
 Marketing (weight, price, codes, expiry date, etc.)
Packaging Features
• Available at three sizes
• Available at four different coloured tetra packs
• Ingredients are labeled in the back
Brand Name
Cheese BD
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7. Extra services
• home delivery
• 24 hour on call service
• additional products for purchasing large amount of cheese
D. Product’s positioning in the market compared to other
product of the company with BCG growth matrix analysis
BCG growth analysis
BCG Matrix of CHEESE BD Products:
The matrix has four classifications:
1) Star Leaders in market. Consumes a lot of cash and
generates a lot of revenue 2) Cash cows Generates a lot of
revenue for the company. Strong product line of the company
in a mature environment which is not growing anymore.
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8. 3) Dogs Low growth and low market share. Consumes a lot of cash and does
not have much potential of desired earnings. 4) Question marks Business
usually at start ups and can consume a lot of cash. With proper focus they
can become starts or cash cows or with poor strategy might fall to dogs.
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9. Positioning of product
• Positioning of CHEESE BD is “Taste of BANGLADESH ”. It has created value
for everyone in value chain, be it customers or farmers. USP- Quality with
affordability BANGLADESH’S’s Low Priced CHEESE BD Cheese
COMPETITORS life hell. December 13, 2012
• Positioning Continued. Flank Attack. Age Wise.. JAN25 2011 CHEESE BDl
launches Matha under brand name of ‘CHEESE BDl Thanda Matha’. This is
targeted at every age people and whets. Nov 11, 2011:
E. Five Steps to Defining our Target Market
• Briefly state our target market and the needs we will be fulfilling
• Break this large market down into smaller sections (segmentation)
• Develop our customer profile
• Do our research to verify that there will be enough business in this group
to support our company in its growth.
• we do research to determine the market size and our potential mket
share.
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10. F. Product life cycle stage determination
Product life cycle stages
1. Introduction stage
2. Growth stage
3. Maturity stage
4. Decline stage
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11. G. Product Development
New product development
• · Deciding the target customers
• · Designing the promotional campaign
• · Deciding the price
• · Market analysis
• · Deciding the sales force to be employed
• · Deciding the marketing mix
• · Deciding whether to launch the product across the country or in the
• selected area
• · Appointing distributors
• · Conducting market research
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12. Honsumer’s behavior or attitude towards product with market share
identification
Our market share is 50%. Consumer’s attitude towards our product has
been positive because of our product quality, reasonable pricing, timely
distribution and good innovative promotion campaigns
I. SWOT analysis:
Strengths
• Demand profile
• Margins
• Flexibility of product mix
• Availability of raw material
• Technical manpower
• A wide range of market opportunities for farmers
• Heritage of fresh milk consumption
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13. Weaknesses
• Perishability
• Lack of control over yield
• Logistics of procurement
• Problematic distribution
• Competition
• Variable production performance
• Poor quality training opportunities for the development of business skills
• Lack of opportunities for expansion/new entrants
• Variable quality of support
• Recruitment and retention of quality staff
• Supply chain relationships
• Poor export market
• Fluctuating prices for milk
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14. Opportunities:
• Value addition
• Export potential
• Growing and affluent population
• New routes to market
• Industry consolidation
• Improved business performance
• Threats:
• Environmental legislation
• Regulatory burden
• Climate change
• Animal welfare and environment perceptions
• Conflict within supply chains
• Reduction in Government support
• Pressure on land use
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