Course Title: Marketing Plan on of a New Product
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Added on 2020-12-02
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Sincerely yours 1.0 Executive Summary 1 1.0 Introduction 2 2.0 Situation Analysis 3 2.1 Market Summary 3 2.1.2 Market consumer’s need 5 2.1.3 Markets trends 5 2.1.4 Market growth 6 3.0 Swot Analysis 7 4.0 Competitor analysis 8 5.0 Marketing Objective 9 6.0 Marketing Strategy 10 6.1 Product 11 6.2 Price 12 6.3 Place 12 6.4 Promotion 13 7.0 Financial Plan 14 8.0 Action Plan 18 References 19 1.0 Executive Summary Marketing Management is becoming more and more significant for all businesses.
Course Title: Marketing Plan on of a New Product
Added on 2020-12-02
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Chittagong University Center for Business AdministrationFaculty of Business Administration, University of ChittagongAssignment on Marketing Plan on of a New ProductCourse Title: Marketing ManagementCourse ID: 623Submitted toDr. Fuad HasanAssociate ProfessorDept. of MarketingUniversity of ChittagongSubmitted byMuhammad Shafayet JamilID: BG 203071243Batch: 17th (BG)Date of Submission: 14.03.2020
Letter of transmittalMarch 14, 2020Dr. Fuad HasanAssociate ProfessorDepartment of MarketingUniversity of ChittagongSubject: Submission of the ReportSir,In accordance to your advice, I have prepared a report on the “Marketing plan on for a newproduct” that was assigned to us as a partial requirement for the Marketing Management course(MKT 623). I have tried with the best of our capacity to accommodate as much information andrelevant issues as possible and also tried to follow the instructions as the guidance of theinstructor. To make this report, however, we have gathered what we believed to be the mostcomplete information available.We would like to thank you very much for providing us such a scope to experience thesepractical situations. Ultimately, we would like to say that we have tried a lot to do our best inspite of various limitations. We request you modestly to accept our paper as it may suffer fromsome shortcomings. We have endeavored to make this Marketing plan paper a complete one. Wehope that this will meet the standard of your judgment.We sincerely expect that you would be kind enough to accept our paper for evaluation and obligethereby. Thanking you for your kind supervision.Sincerely yours
Table of Contents1.0 Executive Summary...................................................................................................................11.0 Introduction................................................................................................................................22.0 Situation Analysis......................................................................................................................32.1 Market Summary....................................................................................................................32.1.2 Market consumer’s need.....................................................................................................52.1.3 Markets trends.....................................................................................................................52.1.4 Market growth.....................................................................................................................63.0 Swot Analysis............................................................................................................................74.0 Competitor analysis...................................................................................................................85.0 Marketing Objective..................................................................................................................96.0 Marketing Strategy..................................................................................................................106.1 Product..................................................................................................................................116.2 Price......................................................................................................................................126.3 Place.....................................................................................................................................126.4 Promotion.............................................................................................................................137.0 Financial Plan..........................................................................................................................148.0 Action Plan..............................................................................................................................18References......................................................................................................................................19
1.0 Executive SummaryMarketing Management is becoming more and more significant for all businesses. Financialsuccess of a company depends a lot on the marketing skill of that company. Finance, operations,staffing, accounting, supervising and other business functions does not matter if there is notadequate demand for products and services from where the company can make profit. So bykeeping these important things in our mind here I have tried to present a hypothetical marketingplan for a new sports drink namely “Marathon Energy Drink”. After a literature review and vastsearching I found that it will be better if I proposed the sports drink from the renownedBangladeshi company “Pran Foods Ltd.” Because I have tried to develop a marketing plan forPran product so in time of making our paper we were careful about that the product strategyshould have been aligned with the company’s strategic goal. Sport in Bangladesh is a popular form of entertainment as well as an indispensable part ofBangladeshi culture. So many people in our country are involved with so many games. Cricketand football are considered as the most popular sports in Bangladesh. Traditional sports likeKabaddi, Kho kho, Boli Khela, Lathi Khela are mostly played in the rural areas while foreignsports like cricket, football, hockey, volleyball, handball, golf, badminton etc. are more popularamong the urban people. There are more than 2000 sporting clubs and so many professional andnonprofessional players in Bangladesh. But against this huge number there is no sufficient andquality Sports Drink. Most of the time the players take traditional soft drinks, juice, energydrinks and mineral water. So a good and quality sport drink has a huge prospect if it can bemarketed perfectly in the existing market. In this paper it has been tried to identify and develop a deep understanding of consumer and themarket with the respect of the company “Pran Food Ltd”. We have described the market intowhich the product will be introduced. By comprehensive market and consumer study we havealso selected a name for our product. We have also shown the situation of other competitors,current trends, our marketing strategy and implementation of that strategy.1 | P a g e
2 | P a g e
1.0 Introduction“Marathon” is a new sports drink in the market with the promise to boost & energized peopleunder the tag line “ALL DAY STAMINA”. It contains legal stimulants, vitamins and mineralsincluding various forms of ginseng & high levels of sugar and glucose. The Marathon energydrink is primarily focusing on sports supplement nutrition. Since sports drink market inBangladesh lacks behind compare to the other drinking sector, Marathon drink will be sharpenough to meet the need. It is a non-alcoholic drink that serve the purpose of an energy-boosterand revitalization. It usually emphasizes on energy derived from the calories. Since in ourcountry, a good number of people are getting involved in sports. Due to its warmness usually,people tend to face lack of energy & stamina. Our product stands to make them well energized.Hence not only sports man, people after their work out can take it for having good stamina. It hasbeen designed in such a way that is contains high level of ingredients such aswhey, Casein, Soyaprotein, Sugars, Vitamin B3, B6 &B12. This decrease in the carbonated drinks market and thehigh growth of the energy drink market can be attributed to the positive changes in theperception of health and fitness among the Bangladeshi youth. At the beginning our ambition isto become the most professional, successful and attractive sports drink company in Bangladesh.We are aiming to start a new sports drink to sell in the district market. Our major competitor inmarket Tiger, Speed, Black Horse, Coke & other few well-established rivals in the market. whywe choose to serve this customer segment. In this report, we tried to showcase this new sportsdrink & all required activities to launch the product.3 | P a g e
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