Title of the Assignment: Marketing Plan on ALOOZ chips

Course Title: Principles of Marketing

Course ID: MKT201
Section: 03
Semester: Spring 2021
Group Name: Breaking Bad (Group 05)
Course Instructor: Zakia Binte Jamal
Senior Lecturer, Department of Marketing
Independent University, Bangladesh

Submitted by-
Names ID
Bushra Haque 1930306
Bipro Roy Chowdhury 2022351
Farhana Akter Joti 2022738
SirajamMunira 2020946
Tahjeeba Kabir Lamia 2021219

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Letter of Transmittal

2ndMay, 2021

Zakia Binte Jamal

Senior lecturer

Department of Marketing

School of Business

Independent University, Bangladesh

Subject: Marketing plan on ALOOZ chips

Dear Ma’am,

We submit here with the attached report on the marketing plan of ALOOZ chips. The following
report was prepared to overview the insights of the marketing strategies of ALOOZ chips and the
marketing strategy of a new product of Bombay sweets & Co Ltd brand ALOOZ.

In preparing this report, we have tried our level best to include the entire topic and concepts that
you have taught us.

If you have any questions and/or comments regarding the interpretation of this report, please ask
us. Thank you for your immense support throughout the course.

Sincerely Yours

Tahjeeba Kabir Lamia

On behalf of group 5, Breaking Bad.

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Acknowledgement

First and foremost, we would like to thank the Almighty for giving us the moral integrity,
devotion, patience and ability to carry out this project nicely.

While working on the report we had to take the help and guideline of our respected faculty, we
would like to express our greatest gratitude to Zakia Binte Jamal Senior Lecturer,
Department of Marketing, Independent University, Bangladesh we are eternally grateful for
sharing valuable and incalculable knowledge and guiding us through all the way to making our
marketing report successful.

We would also like to expand our heartfelt gratitude to those who have helped us accomplish this
directly or indirectly.

We are genuinely thankful to all other group members, who have been co-operative in every
aspect. Each member has given all their might to this report. It was indeed a pleasure working in
such friendly environment. We hope and firmly believe that we would be able to please our
faculty with our work.

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Table of Contents

Executive Summary.........................................................................................................................5
Company Overview.........................................................................................................................6
Current Market Situation.................................................................................................................7
Market Description......................................................................................................................8
4P Analysis..................................................................................................................................8
Competitive Review...................................................................................................................10
Product Review..........................................................................................................................12
Objectives......................................................................................................................................12
Sales objectives..........................................................................................................................13
Profit Objective..........................................................................................................................13
Pricing Objective........................................................................................................................13
Product Objective.......................................................................................................................14
Marketing Strategy for existing product........................................................................................15
Product Strategy.........................................................................................................................16
Pricing Strategy..........................................................................................................................19
Distribution Strategy..................................................................................................................19
Market Communication Strategy...............................................................................................21
Marketing Strategy for new version of the product.......................................................................19
Action Plan....................................................................................................................................21
Conclusion2
References23

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Contribution:

ID NAME TOPIC
Bushra Haque 1930306 Product, Pricing &
marketing communication
strategy for existing &
new product.
Compiled the word.
Bipro Roy Chowdhury 2022351 Objectives & Issues for
existing & new product.
Farhana Akter Joti 2022738 Market Description, 4ps
analysis.
SirajamMunira 2020946 Competitive review &
product review.
Distribution strategy for
existing & new product.
Tahjeeba Kabir Lamia 2021219 Executive summary,
Company overview,
Action Plan, Conclusion.
Compiled the word.

Executive Summary

This assignment provides a clear perspective on Bombay sweet & Co Ltd. It was established in
1948 and is one of the known craftsmen and producer of savory snack items in Bangladesh. They
are particularly known for making high quality and flavorful snack items like, chanachur,
churmur, chips etc. They are focused on the food market of Bangladesh and doing quite well.
The brand has gain lots of trust and affection from the people of Bangladesh and set quite a good
remark on global market as well. People loves Bombay sweets product as an evening snack in
this country. Chanachur and chipsmust have in almost all the household of the country. It
innovates to make people busy life easier. BSCL target market is customer who looks for value
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for money products. Bombay sweets popularity may be faded way because of rising of new
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brands but they are gathering themselves to compete with the modern market. BSCL’s snack
line is quite expanded, so we have only focused on ALOOZ chips which are grabs people
attention for chips. ALOOZ chips are very popular among the people, especially to the youth. In
this report, we provide an overview and background of Bombay Sweets & Co Ltd. current
market situation of ALOOZ chips, our new product as in new flavor of ALOOZ chips, aims to
target the consumers who are busy in daily life and look for convenient food items in competitive
price Our objective of this report is to develop the marketing strategies of new and existing
products. For the production quality and healthy snacks which will meet the demands of local
consumers.

Company Overview

Bombay sweet & Co Ltd is one of the oldest and renowned manufacturer and food processing
company of Bangladesh. BSCL are associated with consumers of Bangladesh and abroad for
more than 5 decades for snack food. BSCL founder had great appetite. He created Bombay
sweets out of his desire. The company starts with a small cottage factory and a small retail shop
in Nawabpur, Old Dhaka back in 1948.They started to make local savory snack Chanachur and
different shapes of potato chips. In quite short time people loves their food and therefore
business thrived. In subsequent years they open outlets in Baitul makuram and New market area.
The corporate continues to expand their products offering just after Bangladesh gained
independence in 1971 and introduce items such as biscuits, dry cake, chips, toast etc. and even
beverages of different flavors along with their flagship products such as Chanachur, potato
cracker and ring chips. As time passes the corporate achieved popularity among consumers by
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meeting their demands. Now BSCL have large product line of various types of snacks, beverage,
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masalas and frozen foods. Besides these, BSCL are the first brand who Introduced Cheese to
Bangladesh in 1983 from their own diary Kuliarchar diary complex.

Within the new millennium they had one of largest factories of country in Dhaka and
Narayangonj. BSCL served its customer with their outlet and Within 20 years. it had more than
30 retail shop throughout the country. They aim to innovate and introduce new product with
great confidence and enthusiasm. BSCL always look forward to maintaining their product
quality. They own packaging industry and agricultural farm as well to ensure quality raw
materials and food grade packaging. Bombay sweet also works for betterment of future
generation and goodwill of the deprived. They provide online based creative art education called
Takdhum., to educate and develop creativity and confidence to children and young adult. and
Their sales force maintains highest level dedication through ward their retail customers
nationwide. Due to rising of new competitors and change in consumers tastes, its popularity
volume decreased but BSCL is working to renew their advertising method by creating awareness
through TV,Newspaper& social media.Moreover, they still rule in the urban and suburban
market. Their flagship products still hold the customers. They are using ‘junk food’ label of their
snacks in favor of them by showing its nutritious benefit through new ventures.

. BSCL has performed excellently not only on a domestic level but on a global level as well. As
an environment friendly organization, BSCL has set an industry-wide benchmark in its home
country by continuously contributing to the economy since 1948.

Our vision: We vision to manufacture and innovate tasty and quality snacks along with great
fun to make people life convenient.

Our mission: We aim to make convenient food and beverage items with topmost quality product
at a competitive price and make busy people life easier with our easy to make food items. And
everything we do, we strive for Integrity, honesty and fairness.

Current Market Situation:

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In this section of the report, we will discuss the current market situation of ALOOZ chips with
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the help of a quick assessment of the 4Ps analysis, the market it targets (target marketing) the
competitive review and product review to help get a clearer and broader picture of the brand
itself, what it is and how it operates.

Market Description:

A company's target market is a population of potential buyers to whom it wants to sell its goods
and services. Bombay Sweets ALOOZ Chips' primary target demographic is children and young
people from a variety of people (Sports, cinema, entertainment etc.). To maximize their market
share, they employ a 'Mass Marketing' strategy, which makes goods readily available to the
masses. It has a large following among teenagers. It has come up with a range of different flavors
to appeal to more unique and personalized needs of its customers.

ALOOZ Chips is aimed at people of all socioeconomic classes. And for its price, anyone can
easily purchase it. It is reasonably priced. ALOOZ Chips targets both urban and rural populations
because of its high-quality food, which can satisfy everyone's mind while eating it, particularly
children and teenagers, bolstering the brand value and ensuring a high brand equity that keeps
customers coming back for more.

4Ps ANALYSIS:

1. Product:

A product is something that a company sells, whether tangible or intangible; it is something that,
through its specific packaging and image, can inspire and induce consumers to make a purchase.
Contract farming is the primary source of raw food material for Bombay Sweets ALOOZ Chips,
which are part of the Bombay Sweets Foods chip category. ALOOZ chips from Bombay Sweets
are a savory snack. And many people choose this as a good snack because it can be eaten at any
time and in any place. Anyone can easily bring this in their bag, so they can eat it as a snack
while traveling, or they can use it as a movie snack while watching.As a result, a person can
easily make it his or her ideal snack. Furthermore, majority of children enjoy these chips. Parents
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can easily obtain it and use it to bring joy to their children. ALOOZ flavors include ChilliChatka,
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MagicMasala, and Spanish Tomatoand Sour Cream & Onion. As a result, people can easily
choose their preferred flavor.

2. Price

Price is the monetary value assigned to a part of a deal between two parties in which the buyer
must forego something (the price) in exchange for something offered by the other party or seller.
ALOOZ Chips have been on the market since 2012, and despite its strong brand recognition, the
chips are widely used in Bangladesh. As a result, setting a high price would not assist Bombay
Sweets in selling its chips. As a result, Bombay Sweets uses a competitive pricing approach in
which the price is set at or about the same level as the competition. It comes in four different
flavors and costs BDT 15.This prevents price competition, but Bombay Sweets will have to find
other ways to compete and promote their ALOOZ Chips.

3. Place and Distribution

ALOOZ Chips are currently available for purchase on the shelves of retail stores in Bangladesh.
It is also available for sale online, making it more convenient for both buyers and sellers. Since
these chips are the type of food that people from all over the country want to purchase to satisfy
their hunger for tasty snacks. Furthermore, in today's changing world, the ease of making it
accessible online makes it much easier for consumers in other areas to access the items. When it
comes to distribution strategies, the Bombay Sweets Group has chosen to distribute ALOOZ
Chips through its current circulation route, with the intention of supplying in the ideal location at
the ideal time.
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4. Promotion
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It is difficult for any company to succeed, let alone survive, without some kind of promotion in
fact, it is regarded as one of the most critical aspects of any company's portfolio to keep it going.
Bombay Sweets believes in provocative campaigns with the use of social media platforms such
as Facebook and Instagram, as well as TV commercials and full-page ads in national
newspapers.This will assist Bombay Sweets in attracting and capturing the right customers;
social media will reach the younger audience who are fond of thinking about their chip cravings;
teenagers, middle-aged people, and the elderly are most likely to be alerted via television channel
on a regular basis, which will help them think of a good and tasty snack and thus influence them
to make a purchase. As a result, Bombay Sweets has not only maintained a solid reputation, but
has also been able to successfully connect and interact with its customers.

Competitive Review:

A competitive review provides actionable conclusions that can be used to build your own
product right away, rated by severity. It also shows the issues with comparison sites or products
in such a way that you can learn from others' achievements and failures. Many companies
manufacture chips to provide consumers with their sides and to meet consumer demand. Besides
there are various kinds of chips available on the market. People have so many options for chips
like PRAN chips, LAYS, Meridian, zero etc. have other choices. ALOOZ chips are much better
than other chips based on their product quality, taste, quantity, quality and packaging at a decent
amount, so young seniors can buy them. ALOOZ chips have lots of flavor that people of all ages
can enjoy. So, a review really helpful in order to make the product even better. As a result,
ALOOZ chips are focusing on consumer needs in order to improving their product so that
consumers are satisfied with ALOOZ chips rather than other chips.The full line of quality snacks
currently consists of different items. All are available in a variety of shapes, sizes and flavors.
ALOOZ chips maintain the highest standard of service to our retail customers through our
dedicated sales force.

Since 1948, Bombay Sweets has been Bangladesh's producer and food processing firm. In
addition, it manufactures snacks, frozen meals, and spices. It is one of Bangladesh's oldest firms.
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ALOOZ chips are one of them & also a favorite snack for youngsters and older generation
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people. If we compare ALOOZ chips and other company chips together. ALOOZ chips are better
than chips from other competitive companies.

 SUN chips do not have any product promotion advertisements. ALOOZ chips have a lot
of promotion regarding their new flavors and offer.

● ALOOZ chip prices are very reasonable but Lays chip prices are quite pricey regarding
their quantity.
● ALOOZ chips have various flavors to choose from. On the other hand, meridian chips
have only one flavor.
● ALOOZ chips, a local brand, have its own fan base. Regarding other international chips
in Bangladesh.

Product Review:

Customers' comments or thoughts on a product are referred to as "product reviews." Many online
companies have a review section on their website where consumers can rate and review the
product they bought. Before buying a product, other consumers can read a product review to get
a better understanding of what it's like.

Alooz is one of the renowned brands of chips in Bangladesh. Alooz chips are preferable chips
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among people as they also have various kinds of flavors such as tomato, garlic etc. are available
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on the market, but not all flavors match the test of the customer. Alooz has an official website
and some online stores also sell this product. So, customers can share their valuable reviews on
that website or any online platform which eventually helps other customers as well.

The total line of quality snacks as of now comprises more than twenty diverse things, counting
potato, corn and cereal based items. All are accessible in an assortment of shapes, sizes and
flavors. We keep up the most elevated standard of benefit for our retail clients through our
devoted deal force. Our research and development division is currently focusing on 'easy to plan
nourishment items' at competitive prices that can serve active people and make their lives easier.

Objectives and Issues:

EXISTING & NEW VERSION OF PRODUCT

Sales Objectives:

Potato Chips are popular food processed with high added value.Eating Potato chips has been
made for fun than ever before with this new innovative wavy shaped ALOOZ and its new range
of mouthwatering flavor.ALOOZ chips are crispy, salty or flavorful, and consumers prefer the
fresh quality. ALOOZ Chips is the most popular variety of snacks and they are consumed round
the year by people of all age groups and all income segments.Every business must create profit
to survive within the competitive market.However,there's one thing rather more vital than that
and lots of companies and their promoting team fail to appreciate this, which is name and
loyalty.

The main target is to become a reliable name within the revered fields. Profit will return
eventually however additional vital is making our complete image associated customers loyalty.
This will help us sell more and always have a guaranteed amount of sales.

Our set up is to extend our market shares that are presently at 5% to 10% among this year. to try
and do this, we tend to are coming up with on diversifying our merchandise 5% additional each
year. This may guarantee a giant portion of the market. In marketing, there's a saying,
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“customers are king” thus customer’s satisfaction is one among our high priorities.
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Although their prices are similar to the competitor brands. ALOOZ Chips lacks to draw in loyal
consumers.The trouble lies in the low current brand image among the now no longer dependable
consumers, on account that chip is a alluring product.

Based on the issues we have determined 4 objectives that will be fitting for A Chips in the long-
run, these include:

• Building Brand Image

• Increase Brand Awareness

• Increase sales.

• Increase market share.

Building Brand Image:

ALOOZ Chips is already a recognized brand and needs no introduction. This name has been a
household name for decades. For our new product launch, our main goal is to acquire household-
known skills through precise positioning. Our plus point is that we do not need to invest too
much money to promote this product, because we all know that Bombay Sweets is already a
nationally recognized brand, but we need to take this into consideration and ensure that our
marketing efforts remain fruitful.

Printed advertising: Newspapers have always been an excellent promotional tool for any product,
but in this modern/high-tech era, newspapers can still be a great choice to promote our products.

Television advertising: A large number of people watch TV regularly, and good, memorable and
informative advertisements for our products can increase its visibility.

Social media advertising: On social media platformsFacebook, Instagram, Twitter, YouTube,

etc. Our ads and pop-up windows may be annoying, but they are also likely to attract the
attention of the audience.

Sponsoring: Another way to do this is to sponsor performances, games and cultural events to
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increase brand awareness. Since it is a new product in a more compact package with many health
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benefits, it is attractive to people who are more health conscious and want to stay healthy.
Increase Sales:

Bombay Sweets customers are one of the best sources of sales growth. It is much easier to sell
product quality to buyers who are already familiar with our products. We believe that if we can
build relationships with target customers and they can trust our products, then these customers
will recommend others to use our products. We believe that customers are important assets for
providing customer recommendations. When we know that customers are satisfied and satisfied
with our products, we will ask satisfied customers to provide feedback, and then use it in the
form of commercial emails, letters or newsletters on our website. We can provide customer’stoys
with chips as gifts, which may make many children interested in our products. Aim to provide
consumers more products than our competitive brands.

Increase Market Share:

o Applying for a referral program:

It takes a lot of time and effort to acquire new customers. This is one of the reasons why so many
B2B companies rely on referral programs. In banking research, a company’s likelihood of
accepting a recommendation increased by 18%, and the likelihood of profitability increased by
16%. With these advantages, our products can increase your market share.

o More engagement with customers:

A large number of studies have shown that there is a connection between customer engagement
and customer loyalty. This is one of the reasons why social media has evolved from a support
channel to a standard tool in most marketing programs. This will help us maintain our current
market share and turn more new customers into regular customers.

o Stay ahead of our competitors:

Some of the largest companies in the world are able to obtain current positions because they
offer products that are larger or better than their competitors. In this case, it is clear that a slow
and steady car will never win the race. Therefore, we must start quotation as soon as possible.It
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can be ahead of any of our competitors.

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Profit Objective:

Nowadays, potato chips are an alluring product. The brands and categories of potato chips in our
country are different, but in our country, there are many national brands that produce high-
quality fresh potato chips, especially in more compact packaging, so in this regard the market is
quite difficult for the sector. Some supermarkets now also offer other overseas brands similar
with Lays, but in most cases, they are too expensive for the daily consumption of the middle
class or lower-middle class. Promote and showcase our new products, with high quality and
affordable prices for everyone.

Pricing Objective:

When studying our competitors, such as PRAN chips, SUN,Sabritas etc. we found that the
quality of our chips is higher than other brands. These well-known brands are still significantly
increasing their value in the market. However, because our brand is very popular and people trust
us, we are more willing to meet the needs of our customers in order to increase brand loyalty and
increase profits. Due to the low price and good quality, more customers will choose our chips.
The high price gives us the opportunity to showcase our products at cheaper prices than
international products. From a consumer's point of view, most people don't like spending more
money on chips, let alone local brands. People who spend more than this amount usually buy
products from international brands because there are few healthy varieties on the local market.
This kind of chips is rarely available in the local market, so we will have a competitive
advantage.

Product Objective:

Bangladesh has very a few high quality chips brand options. People rely heavily on high-quality
chips from international brands. Now there are few brands selling fresh and high-quality chips
for you to choose from. To fill this gap in the market, Bombay Sweets will launch a new potato
chips flavor that is more compact, healthier and more delicious. No need to eat inferior potato
chips. We have also introduced hygiene regulations to prevent children from eating potato chips.
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MARKETING STRATEGY:
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EXISTING PRODUCT
  PRODUCT STRATEGY: A product strategy refers to planning where it shows how a
firm wants to accomplish its product and how it plans to do so. This strategy gives a full
explanation of whom the product will serve & how the product will benefit the targeted
customer & what will be the firm’s goals for the product throughout its lifecycle.

PRODUCT LEVELS OF ALOOZ CHIPS: There are three levels of products & services-

1. Core customer value- relief from hunger

2. Actual product- ready to eat snack chips, good quality, crisp chips.

3. Augmented product- flavors, variants in different packs, variation in base ingredient.

 Core Value: It can be the solution to a customer’s desire for a snack.

 Actual Product: Good quality, affordable potato chips made from potatoes, salt & oil by
the potato chip industry’s one of Bangladesh's most well-known and trusted names.
 Augmented: Alooz chips has variation in base ingredient. It also offers different flavors
& variants in different packs.

BRAND DEVELOPMENT STRATEGY-

Brand name- ALOOZ

Tagline- Simply Potato

Brand Ambassador- Mahmudullah Riyad

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There are four different strategies for developing a brand and these are.
 1. Line extension- in this strategy, the product category is existing and the brand name is
existing.
2. Brand extension- - in this strategy, the product category is new and the brand name is
existing.
3. Multibrands- - in this strategy, the product category is existing and the brand name is
new.
4. New brand- - in this strategy, product category & brand name both are new.

ALOOZ has used the line extension. Under the name of ALOOZ, they launched different flavors
or variations of chips where the product category which is chips is existing and band name is
also existing. ALOOZ has used the product line extension method. Product line extension means
adding new items in the same product category. In this method company basically introduces
additional items in the same product category under the same brand name as new forms, colors,
added ingredients, flavors & package sizes.

Product line: ALOOZ is a brand of Bombay sweets company under which ALOOZ has two
categories in terms of its shape. Each category has different unique flavors, ingredients,
packaging colors. The two categories with their different flavor names are given below-

1. ALOOZ Simply potato- it has four flavors. And these are chili chatka, magic masala,
Spanish tomato, sour cream n onion.
2. ALOOZ Waves- it has 4 flavors too. and these are- BBQ, Chutney, hot sauce, puchka.

 PRICING STRATRGY-Pricing strategy is a model used to establish the best price for a
product, which helps to choose prices to have maximum profits & shares, considering the
market demand and consumer.

ALOOZ has used product line pricing that means setting prices across an entire product line.
ALOOZ has kept its price the same across its product line. They are offering 15tk for all flavors
of ALOOZ.

 DISTRIBUTION STRATEGY-
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A distribution strategy is a plan or strategy for making a product or service accessible to target
consumers through the supply chain. Starting with what the organization shared in marketing
strategies and what target demographic is to be served; the distribution plan designs the whole
methodology for availability of the offering.

Bombay Sweets & Co. uses indirect marketing channels. That means they distribute ALOOZ
through intermediaries.

There are 3 types of distribution strategy which has been discussed below:

1. Intensive Distribution: Obtaining the largest number of outlets available is referred to as

intensive distribution. The aim of intensive distribution is to reach as many people as
possible.

ALOOZ is one kind of product which can be found in any kind of shop. From roadside stores to
supermarkets we can find ALOOZ chips. In fact, nowadays people buy the product online.
ALOOZ chips are quite known among children, teenagers, university going students as well.
Both inside and outside the Dhaka city ALOOZ chips can be found. As for ALOOZ chips it can
be said that they use intensive distribution because they try to reach as many customers as
possible.
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2. Selective Distribution: The location of outlets in specific areas is referred to as selective

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distribution. This is frequently determined by how well a product fits in a store. This
 allows retailers to target a specific group of customers with a specific price point,
resulting in a more customized shopping experience. Selective distribution limits the
number of locations in a given area.

As for ALOOZ chips they lightly follow intensive distribution because in some rural areas it's
difficult to find ALOOZ chips. In rural areas only, big stores or in stores with a large crowd you
can find ALOOZ chips. So, they also follow selective distribution.

3. Exclusive Distribution: Exclusive Distribution has a small number of locations. This can
range from exclusive premium labels to limited-edition collections available only in
specific locations or stores. This technique aids in the preservation of a brand's name and
product exclusivity.

ALOOZ chips sold with an affordable price. So, any individual can buy their favorite chips
whenever, they are craving for it. ALOOZ chips are not an exclusive product with limited
edition. This product meant for every type of person as it doesn’t follow exclusive distribution.

 MARKETIING COMMUNICATION STRATEGY-

 Advertising: Most of their promotion & advertising is done by TVC & radio. Moreover,
they have been used to print ads mostly in newspapers. They also use billboards.
 Sales promotion: they used to give discounts like buy one get one or get 15% extra.

INTRODUCTION OF THE NEW VERSION OF THE PRODUCT: We have been thinking of

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adding a totally new flavor to its product line. We will add cheddar & sour cream to its ALOOZ
waves category. ALOOZ’s new flavors created waves of cheddar cheese and sour cream. Fresh
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cheddar cheese and sour cream fries are added as snacks for people of all age’s groups and all
income segments. Maybe be this flavor will create a great market share Profits will return at
some point, but it is also important to connect our image with customers. This will help us sell
more and always guarantee sales. Every company must be profitable to survive in a highly
competitive market.Our product’s specific differentiation is its flavor. The flavor will be cheddar
& sour cream form has now no longer been followed through any nearby brand.

 Type- Potato chips

 Product name- ALOOZ waves Cheddar n sour cream
 Halal- 100%
 Ingredients- Potato, Edible vegetable oil, spices and condiments, flavors of cheddar &
sour cream
 Nutrition- Energy: Kcal 554, Protein: g7, Carbohydrate: g 52, Fat: g 350
 Net weight 25gm
 MRP: 15/-

NEW VERSION OF THE PRODUCT:

 PRODUCT STRATEGY:
LEVELS OF THE PRODUCT:

I. Core value- it will give relief from hunger. The physical product will be newly added
cheddar & sour cream flavored chips which will be consumed as a light snack.
II. Actual product- The product name will be ALOOZ waves cheddar n sour cream. No
breakage of chips & each will be cut into uniform pieces. Nitrogen-filled packets for
keeping the salt, seasoning moisture, color & overall flavor consistent. Nutritional info
will be given clearly both in Bangla and the English language. The color of the packets
will be Reddish yellow resembling the flavors (cheddar & sour cream).
PRODUCT LINE- The new version will also be a product line extension strategy. Under the
name of ALOOZ Cheddar & sour cream flavor will be wavy in shape. The brand name is
existing and the product category also exists.

 PRICING STRATEGY- ALOOZ the new flavor of the product will also be using product
line pricing. ALOOZ has kept its price the same across its product line. They are offering
15tk for all flavors of alooz so we will also be keeping the price 15tk.

 DISTRIBUTION STRATEGY- For the new version of the product we still be using
intensive distribution. Bombay Sweets & Co. can use its intensive distribution to make
the products available all over the country by delivering the products to wholesalers and
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retailers.
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  MARKETING COMMUNICATION STRATEGY- We want to make this new flavor a
hit so for that we need to promote the product as much as we can. We will be using
advertising & sales promotion for that.
Advertising: We will be using ads through TV, Radio & newspapers, internet. On social media,
our ads and pop-up windows may be annoying, but they are also likely to attract the attention of
the audience.

Sales promotion: For sales promotion, we will be sampling the product in different places like
school, college, and another marketplace. We will also continue giving a buy one get one offer
and a 15% extra offer when it's time for any festivals.

Sponsoring: we will also be sponsoring different cultures, educational, or sports program.

Action Plan:

1st quarter (initial set up:April-June):Huge sales and promotional activities are to be carried
out April onward. ALOOZ will reveal its new flavor for their customers during Bengali New
Year (pohelabaishak).More colorful advertising in baishak colors and marketing ads will be on
TV and are to be posted on social media. They will use baishak sales and will be provide new
products at discount price or offer different miniature toy so that it can attract children who are
our target customer.
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2nd quarter (July-September): As people are quite aware of the new product. ALOOZ will try
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to capture the market by assuring good taste and quality of the product through marketing
campaigns. They will also starts to boost advertising through Facebook and Instagram ads.
ALOOZ will be publishing more ads on newspaper and TV as well. Promotional posters and
pamphlets will be distributed to people for attention. They will use social media influencers for
promotion by sending them gift packages.

3rd quarter (October-December): ALOOZ will use New Year sales for quick generating of the
sales. As this is the holiday season, people carried handy snack items like chips and many more
for their trips. ALOOZ will surely grab this opportunity for sales turnover and increasing market
share by giving offers and discounts. ALOOZ will also make collaboration with other brands

4th quarter (January-March): ALOOZ will set up mini booths in several malls and super
market and provide leaflets for promotion. They will also arrange games on those booths for
providing free chips. This will be kick start the new promotional activity for the last gap increase
in the sales for first year ending.

Conclusion:

In the end, we can conclude by saying that ALOOZ needs to look forward to increasing market
share by adapting new and future centric marketing strategies. We have reach in a conclusion by
analyzing that Bombay sweets & Co Ltd’s popularity is fading for arising of new competitors, it
effecting ALOOZ chips as well. ALOOZ has a market position, but its sales are low lack of
strong advertising strategies. It is also a great opportunity to turn in their sales by new launching
products. ALOOZ must advertise the product to let people know about their existence,
According to what we have shown in the marketing plan, the company must think much about
their future strategies, in order to compete with new brands as the competition is hard nowadays.

Marketing is not just advertising. It is about creating and capturing value of the customers.
Marketing motive is to deal with consumer’s needs and demands, market pricing, research,
distribution system and most importantly advertising and promotions. All of these is the heart of
a successful marketing project. Our aim of this marketing plan is to getting into the modern
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market race and set a mark with their inheritance to achieve its mission.
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