BASUNDHARA WET TISU MKT PLAN.docx

7/26/2019 BASUNDHARA WET TISU MKT PLAN.docx

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An Assignment on Marketing plan ofBashundhara Wet Tissue

Historical Background:

Bashundhara Group is one of the most prestigious and experienced commercial and industrial

conglomerates in Bangladesh today. The Group took off from the incipient period after establishment of

East West Property Development Pvt.! "td. a real estate concern# popularly kno$n as %Bashundhara%

$hich happened to be its first venture in this sector.

&eeping pace $ith rapid economical and technological changes follo$ed by the policy of Globali'ation#

Bashundhara Group has outspread their business activities $ithin a short period of time and have been

able to emerge as a promoter of international standard of business houses and industrial enterprises

founded on the principles of engineering and financial integrity $ith a group of highly capable technical

personnel and professionals. (ince inception# Bashundhara Group has been actively contributing to the

national as $ell as global economy by $ay of effective utili'ation of resources# using ra$ materials#

production and marketing high )uality products at the most competitive prices and creating employment

opportunities. Bashundhara is no$ operating $ith fourteen vital enterprises of highly esteemed

commercial and technological superiority having profound degree of speciali'ation in the field of real

estate# industrial ventures and commercial enterprises. *urrent value of the total assets of the enterprises

of Bashundhara Group $ould be about Tk. +,--- million e)uivalents to approximately (/ 0-- million.

Total turnover of the business amounts to around Tk. +1--- million e)uivalent to (/ 02, million.

Presently 3+-- people are employed in various enterprises of the group. Besides# through its

multidirectional economic activities# Bashundhara has created employment opportunities to over 0-#---

people. The linkages to employment and better standard of living are immediate. By providing

employment opportunities to a large number of people# Bashundhara helps in generation of income

$hich# in turn# $ould assist in improvement of the )uality of life of people in terms of nutrition# literacy#

standard of living and physical and social environment.

4n the year +536# 7Bashundhara7 $as launched# initially as a real estate developer# moving in later years

into other areas# including manufacturing. 8ver the past t$o decades# the challenges in the fields of urban

housing and civic amenity provision have been unprecedented. 4n keeping $ith rapid population gro$th in

metropolitan Dhaka# Bashundhara stretched itself to cover ne$ boundaries and respond effectively to

long9term needs of the mammoth city populace. We took real9life lessons from past experience# $hile

taking ne$ strides in innovation and partnership.

: ne$ scenario emerged as $e started a ne$ $ay of doing business and expanding our hori'on to cover

manufacturing# and the provision of services. We gre$ $ith a selective choice of ne$ investments.

Bashundhara is no$ a leader in many fields $ith several enterprises involved in a diverse array of

manufacturing. The Group;s concerns are currently engaged in the manufacture of a $ide range of


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products# such as < cement# all blends of tissue paper# ne$sprint# pulp# and duplex board# various kinds

of paper and allied products# =( rods# "P gas# gas cylinders# G4 pipes# pavers# hollo$ bricks# among

others. Bashundhara is also a pioneer in "P gas bottling and marketing. Bashundhara has >ust completed

construction of (outh :sia;s largest shopping mall9cum9recreation centre# located in the hub of Dhaka#

Bangladesh;s capital. By the turn of the century# Bashundhara became a ?Group of *ompanies@ $ith over

+A different concerns < no$ a leading business conglomerate of the country. We fully understand andappreciate the scale of our corporate social responsibility that re)uires our Group to strive for a better

)uality of life for the average citi'en. They have been in the business9$orld for only about sixteen years.

They have made meaningful gains. They do not strive to be the market leader for glory < but their aim at

being at the apex as far as )uality and pricing go. =ost of our products are 4(8 certified and have passed

the rigors of modern )uality testing. "et me assure you that Bashundhara $ill strive to espouse the need

to enhance the )uality of our services and products# and evolve ne$ goal.

Overview of the company:Corporate Mission

Bashundhara Group BG! is a leading private9sector industrial conglomerate in Bangladesh. 4t currentlyhas +A on9going concerns# ranging from real estate development and management to manufacturing and

services. The BG strives to $ork in partnership $ith the Government for promoting sustainable

development# environment preservation# and employment9generation and poverty reduction. The BG has

a particular focus on urban housing# recreation centers# and commercial ventures. Thus# the motto of the

Group is ?or the People# for the *ountry@. :t the crux of all industrial processes deployed at the Group;s

enterprises stands the need to ensure environmental stability. This pro>ect turned out to be very

successful and had helped foster the gro$th of trust and confidence of the urban people in

%Bashundhara%. Dhaka7s burgeoning population# combined $ith a conspicuously slo$ gro$th of housing 9

"ED to the landmark success of Bashundhara. Driven by the ramifications of this success# Bashundhara

geared up to invest in ne$ fields# including manufacturing and trading. =ore enterprises $ere established

in the early +55-s# covering diverse activities involving the production of cement# paper and pulp# tissue

paper# steel# lpg bottling and distribution# and a trading company# among others. :ll these had happened

in a span of less than +- years. During this period# additional schemes on land development and real

estate $ere launched and these focused more sharply on increasing responsiveness to client needs. :t

present# the group employs over 0,-- people.

Motto:

or The People# or the Country

Vision:

To serve people $ith maximum satisfaction

Goals and O!ectivesThe group has come a long $ay in reaching these goals by listening to client needs# learning real9time

lessons from past pro>ects# innovating and partnering. Through ma>or investment undertakings#

Bashundhara has meaningfully contributed to the economy7s stability in financial and capital markets.

nderlying all of the group7s activities are the common threads of change# flexibility# and fostering closer

ties $ith the government# the city corporation and our clients. =ost of its pro>ects have been success

stories 9 this fact alone is enough to >ustify a sense of confidence in the group7s future.


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Business Portfolio

Year of Incorporation: 4n the year +536# 7Bashundhara Group BG!7 $as launched.

Type of Company: Private "imited Bangladesh!

Location: Corporate Office:

Bashundhara residential area

Coad92 Block9:# BaridharaDhaka Bangladesh9+225

"a#: 33-9293A-+A5,

$e %ite:$$$.bashundharagroup.com

&'mail: bgcbdcom.com

Founder:

Chairman::hmed :kbar (obhan

Products and %ervices

Through for$ard and back$ard linkage# the enterprises of Bashundhara Group have encourageddevelopment of various industrial and commercial units in the country. With its expertise in different fields

and extensive human resources# Bashundhara has undertaken various pro>ects

&nterprises:

=eghna *ement =ills "td

Bashundhara Paper =ills "td

reyschmidt Tissue "imited

(hah>alal Fe$sprint 4ndustries "td

nion "p Gas "imited

Bashundhara (teel *omplex "td

Bashundhara 4ndustrial *omplex

East West Property Development

Bashundhara *ity Development

*rystal Property Development

Bashundhara 4mport Export "td

Bashundhara Trading *ompany "td

Bashundhara *ement Trading "td

Bashundhara Paper Trading

Bashundhara (teel Trading

Bashundhara Gas Distribution

Bashundhara Enterprise

Choosing a Product:$hy we have chosen Bashundhara $et (issue)


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Cleaner, fresher, shinierand convenient! As lifestyles become increasingly demanding

consumers are willing to integrate almost any product which offers these qualities in their daily

routines. Starting from the household cleaning segment to personal care and cosmetics,

disposable wiping products claiming convenience, ease-of-use and cleanliness, have become a

booming business in recent years, reaching over ." billion in value in #$$# according to global

mar%et analyst &uro monitor.So, we have decided to help people to upgrade their lifestyle.

*ndustry +nalysis:%$O( analysis

There are many types of analyses that help to illuminate potential issues as $ell as areas of opportunity

for a ne$ product or business< one is kno$n as a (W8T or (trengths < Weaknesses < 8pportunities and

Threats analysis. This type of analysis forces the executive team of any tissue manufacturer to brainstorm

these critical items before launching a ne$ company# ne$ division or ne$ product < $hich may help

decide $hether or not to venture into this ne$ direction. The (W8T analysis is divided into t$o parts

$hich one part belong to the internal of the company and the other one to the external of the company.

The (trength and the Weakness are internal and the 8pportunity and the Threats are the external part.These analyses >ust give us a vie$ for a go or no go.

%trengths:(trengths are attributes that are uni)ue to the company# product or division in )uestion. (ome examples

of strengths $ould be having a key scientist on your team that has a uni)ue skill set or kno$ledge that $ill

make your ne$ product a success.

The strength points of products are given belo$9

+. We are strong enough $ith technological skill.

2. 8ur existing company is one of the best leading brands in the country.

0. We are offering the best )uality product in the current market.

A. igher )ualified personnel lead management.

,. We have strong distribution channel $hich helps to deliver from manufacturer to customers.

$eaknesses

Weaknesses are >ust the opposite < some examples include lack of a patent or relying on unpatented

discoveries# having no clear manufacturing process or significant process issues# or not having talentspecific to the area you are moving to$ards.

The $eakness points are mentioned belo$9

+. 4t is a matter of $eakness as ours is a ne$ product.

2. We have to bear huge money to promote $et tissue

Opportunities:


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'pportunities would include an increase in the disease group that your new product is e(pected

to address, the opening of a new global mar%et that the product can fulfill , or a new federal grant

to help subsidi)e the cost of your new drug or treatment. 'nce opportunities are identified, a

plan to ta%e advantage of them should be created.

8ur opportunities are pointed out belo$9

+. 4t;s a great opportunity to introduce our $et tissue in national and international markets.

2. We can utili'e our huge population.

0. The changing behavior of consumers may affect our sale as they $ant to try ne$ products.

(hreats:

Threats could include clinical trials in this area by other competing companies# ne$ regulations that $ould

make it difficult to get approval# adverse press garnered by any preannouncements of $hat you are

$orking on# or a loss of any type of funding for the pro>ect.

The threats points are mentioned belo$9

+. 8ur sells may decrease in the season of late autumn and $inter.

2. 4f $e cannot go to the rural sector it $ill stable our sell as $ell as production.

0. oreign competitors.

(he diagram of our %$O( analysis:


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Competitor analysis:

*ompetitor analysis in marketing and strategic management is an assessment of the strengths and

$eaknesses of current and potential competitors. This analysis provides both an offensive and defensive

strategic context through $hich to identify opportunities and threats. *ompetitor profiling coalesces all of

the relevant sources of competitor analysis into one frame$ork in the support of efficient and effective

strategy formulation# implementation# monitoring and ad>ustment. We have an existing competitor and

some potential competitors.

There are also some foreign competitors. 8ur only existing competitor is < ?Personal (issue, and other

potential competitors area! Bangla tissue and

b! ay tissue

We hope $e can provide the best )uality product than our competitors and $e $ill capture the largest

portion of $et tissue market.


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(arget Market:Though $e have a mass9marketing strategy# our ideal customers are generally those types of people $ho

spend most of their time outside of home. (o# $orking people and students are our target customers. :s

our product is not so expensive# any person at any income level can buy it easily. The $eather of

Bangladesh remains very hot and humid most of the year. Therefore# people naturally get s$eated at

most of the time of day. 8ur product9 HBashundhara Perfumed Wet Tissue; can bring them much relief in

the hot $eather. :s an example# our s$eet perfumed $et tissue can make the experience much better for

those people $ho have stuck in a traffic >am. :nother target market is restaurants. People# after having a

nice meal can en>oy the time by the aroma of our $et tissue. Big corporate offices and other big

institutions is our important target. When the officials feel boredom of their $ork# they can get rid of the

boredom and increase their attention level to $ork by taking refreshment from our perfumed $et tissue.

We have a concentration on the medical use of the $et tissue. (o $e $ant to cover this sector also. The

beauty conscious $omen are also in our target market. We are bringing a product for the babies.

=ost people like s$eet fragrance# touch of softness $ith color to remain fresh al$ays. :s $e have a large

variation of our product that contain different types of f lavor like lemon# stra$berry# orange and "avender.

(o $e hope HBashundhara Wet Tissue; $ill be able to satisfy our potential and real customers.

*ndustry or societal forces that can affect our customer:

To build and maintain successful relationships $ith target customers marketing environment is essential.

4n close to our company some microenvironment can affect us. "ike suppliers# marketing intermediaries#

customer markets# competitors and also publics. =ainly the suppliers and marketing intermediaries can

affect our customer a lot because if the suppliers and marketing intermediaries do not help our industry

then it $ill be a ma>or factor. 8ther factor is public# as it is ne$ product publics need to be $ith us.

(ome other societal trend that is macro environment such as demographic# economic# natural#

technological# political and cultural forces can affect our customers. ere mainly technological thinks like#

if $e cannot create perfect product and opportunities for our customers it can affect our customers.

(arget customer-s needs and wants and corresponding product enefits:

8ur target customers are middle class# official and business persons $ho get in $ork# they can use our

$et tissue and also the student and travelers $ho travel one place to another they can also get benefits

from our $et tissue. 8ur product is actually at all beneficial for those people $ho $ant refreshments $ith

fragrances. 8ur $et tissue is also soft# silky and $ith 2 percent of perfume and another important think

that is# the chemical $e are using in our $et tissue that is not harmful for any human being.

Marketing %trategy:Overall O!ectives:

To inform target audience about features and benefits of our product and its competitive advantage#

leading to a 2-I increase in sales in one year.

Mission %tatement:

To the smart and lifestyle conscious person $ho $ant to remain fresh. Bashundhara perfumed $et tissue

is a $et tissue $hich $ill make you fresh at anytime any$here.

Positioning .elative to competitors and in eyes of customers:


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Bashundhara is a leading manufacturer group of Bangladesh. 4ts brand value is higher than any other

local manufacturer. We have a vast distribution channel of our existing paper tissue. We $ill utili'e this

advantage of its huge distribution channel. $hich $ill give us a competitive advantage relative to our

existing and potential competitors.

:s Bashundhara is a popular manufacturing brand# so $e hope people $ill favor our product $ith a loyal

mind and they $ill keep faith on us.

Marketing Mi#:

Product:/0 for women:


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Description

+! Fame :roma resh# Deep free# mist# "avender

2! packing specifications +pcsJpack# 2 pcsJpack# Packaging specifications 1- packsJcarton

0! =ain ingredients Fon9$oven cotton igh9)uality spun lace# distilled $ater# chlorhexidine# plants cleaning

elements.

A! They can be divided four smell types Wet $ipes for disinfecting# $et $ipes for skin cleaning# refresh mint

$et $ipes and :roma series purple! $et $ipes.

,! (uitable for daily use for Women.

1! These $et $ipes can be used on the face and all over the body for highly absorbent to $ater and oil

6! inest )uality K competitive price

10 "or Man:


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Description

+! Fame =an

2! packing specifications +pcsJpack# 2 pcsJpack# Packaging specifications ,- packsJcarton

0! =ain ingredients Fon9$oven rayon igh9)uality spunlace# distilled $ater# chlorhexidine# plants cleaning

elements# aloe extraction# pure natural coconut oil extract9 bionic phospholipids.

A! Products characteristics We use high9)uality spunlace and steriled automatic packaging techni)ues to

produce the $ipes. *E is rich in the refined formula.

The products can clean skin# moist# and aren7t stimulus and oily to the skin. They are silky dry and the

cleaning functions are better. This kind of $ipes is suitable to men $ith more exercise and s$eat. The

aroma can eliminates unpleasant odor and make you confidence and happy.

,! These ne$ $et $ipes can be used on the face and all over the body for highly absorbent to $ater and oil.

1! (trictly sterili'ed# safe and comfortable.

6! inest )uality K competitive price.

20 "or Baies:


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Description

+! Fame (noopy and (ofiya plus

2! =ain ingredients Fon9$oven cotton igh9)uality spun lace# distilled $ater# plants cleaning elements

0! (uitable for daily use for babies

30 "or medical use:


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Description

+! Fame *lean and

2! packing specifications +pcsJpack

0! =ain ingredients Fon9$oven cotton igh9)uality spunlace# distilled $ater# plants cleaning elements#

li)uid germ cleaner.

A! "avender flavored

,! (peciali'ed for medical use only

40 "or travelers and Corporate:

5escription:

+. sing high9)uality spun lance non$oven fabric# specific line design# soft as cotton $ith

considerate.

2. Be rich in cherry extract and :PG green decontamination# $hich is used for skin cleaning $hile

moistening skin.

0. Delicate fragrance or faint scent# moderate and anti9irritation.

eatures of all types of Wet Tissue

+. (ilky soft and extra thick like a soft $ashcloth

2. Gently formulated to clean and moisturi'e your skin

0. 4n easy pop9up pack for single hand of $ipes.


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A. *onveniently packed for travel and home use

,. 4deal for daily skin care

Pricing:

We are determining our product;s price based on our production cost. :s $e have only one existing

competitor so $e $ant to capture the $hole market $ith a short time. We >ust add a mark up on our total

cost and set the price at that rate. The maximum retail price of a $et tissue pack that contains 2 piece

tissues $ill be 1tk. We $ill price our product lo$er than other existing competitors. We $ill follo$ cost

based pricing for this product.

The pricing system of Bashundhara Wet Tissue for each $allet pack that means for $omen and =en

$allet packet is given belo$

6nit Cost: Lariable *ost M ixed *ostJExpected nit (ales

N 2 M 6------J2,----- N A.3J9

Markup: We $ill add 2-I markup to the sales. :fter adding markup price to the unit cost of these product

$ill reach six taka per $allet pack.

Markup Price:nit *ost7+9-.2-!

N A.37-.3-

N 1 J9

But in case of baby $ipes pot# $hich contains approximately 3- pieces of $et tissues. Packaging is much

costly than the $allet pack. We $ill try to gain cost leadership $ith substantial )uality. or this purpose $e

$ill price differentiated product. We have differentiated t$o types of baby $ipes. Both of products are

different in term of packaging and prices. We have t$o types of baby $ipes these are snoopy and sofiya

plus.

6nit cost of snoopy:

Lariable *ost M ixed *ostJExpected nit (ales

N A- M 32,----J+,----

N 5, J9

Markup: We $ill add 01.6-I markup to the sales. :fter adding markup price to the unit cost of these

product $ill reach one9fifty taka per baby $ipes pot that means you $ill purchase snoopy by +,- taka.

Markup Price:nit *ost7+9-.016!

N 5,7-.100

N +,- J9

6nit cost of %ofiya plus:


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The cost of (ofiya plus is comparatively lo$ than the snoopy because of values and packaging. 4n (ofiya

plus there are ,- pieces of $ipes for that reason cost is minimum than snoopy.

nit cost of (ofiya

Lariable *ost M ixed *ostJExpected nit (ales

N 26 M 32,----J2,----

N 1-J9Markup: We $ill add 2,I markup to the sales. :fter adding markup price to the unit cost of these

products $ill reach eighty taka per (ofiya $ipes packet.

Markup Price:nit *ost7+9-.2,!

N 1-7-.6,

N 3- J9

Place 85istriution channel9:

8ur company has a vast distribution channel. We maintain different types of distribution channel fordifferent products. :s $e think $et tissue is like a convenient good# $e $ill go for intensive marketing for

this product. We $ill distribute it through our authori'ed dealers of our target market# $ho $ill sell it to as

much retailer as they can. This distribution policy $ill help to make our product available at every$here in

our target market.

Promotion:

Bashundhara $orks $ith such a product $hich is essential for daily life. 8ur Cesearch and Development

team focuses principally on developing ne$ predominantly through reverse engineering techni)ues and

on simplifying manufacturing process and improving cost efficiency. We promote our product by

&lectronic media

Print media

Campaigning

Corporate ad

&lectronic media:

Bashundhara is promoting $et tissue through different TL channels# radio# internet etc.

Print Media:

Bashundhara is promoting it through different ne$spapers# >ournals# maga'ines etc.

Campaigning:

Bashundhara is promoting this product through different campaigning so that people can be a$are about

various social problems.Corporate advertise:

Bashundhara is also doing corporate promotion advertisement to increase its corporate image# brand

name# reputation among publics.

During past years# global and local media relations $ere further extended $ith targeted interventions in

the local market.

Conclusion:


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?To accomplish great things# $e must not only act# but also dreamO not only plan but also believe.@

:s lifestyle become increasingly demanding consumers are $illing to integrate almost any product $hich

offers innovative features. The gro$th of our economy# in particular the sanitary sector has created an

opportunity in the market. We are $orking hardly to make fulfill people;s Dream by the limit of your fancy

and feasible.

Biliography:+. With the help of 4mage guide book and intranet of Bashundhara Group.

2. Divisional annual report *ustomer management decision!9uly92--1

0. Business for the 2+st*entury# by (kinner K 4vancevich.

A. Principles of =arketing# by Phillip kotler K Gray :rmstrong.

,. Fe$s letter of Bashundhara Group limited.

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