MKT 460: Strategic Marketing

Section: 6

Final Group Report on Ispahani Foods

Semester:
Summer 2021
Date: 12/09/21
Submitted to
Sherina
Idrish
Lecturer
Department of Marketing & International Business
North South University

Submitted by

Name ID Serial Number

Rownak Haider 1811182030 19

Asif Hassan Khan 1711736030 6

Ramisa Shahanaz 1811349030 21

Rakshanda Soria Samad 1811958030 23

Nowsheen Tabassum 1821685630 28

Abrar Mahir Ahmed (Leader) 1821958630 31

Sirajis Salekin 1822123630 32

Rafael Ahmed 1911046630 36

 Sr Contribution/ Topics
Name ID
Number (written/done for the report)

19 Rownak Haider 1811182030 1.8, 2.1, 2.2D, Survey

1.2, Logo Design, Packaging

Designs and packaging mockup
6 Asif Hassan Khan 1711736030 designs, social media content
designs, guerilla marketing vehicle
mockup designs

21 Ramisa Shahanaz 1811349030 1.1, 1.8, 2.1, 2.2D

23 Rakshanda Soria Samad 1811958030 1.5, 2.2A

SBU introduction, Current consumer

profile, SBU level strategy, New
28 Nowsheen Tabassum 1821685630 customer profiles, Pricing (Full),
B2C sales promo keys (all), PR
strategies
SBU’s current Consumer Profile,
New customer profiles, Relationship
marketing process, Relationship
marketing process, Signup Booth
Abrar Mahir Ahmed mockup design, discount voucher
31 1821958630
(Leader) design, Interactive Static Content
(all), B2C Sales promo keys
(visuals), Digital marketing
strategies (all), PR strategies
(designs)

32 Sirajis Salekin 1822123630 1.4, 2.2B (2,3), 2.2C(3)

36 Rafael Ahmed 1911046630 1.7, 2.2B (2,3), 2.2C(3)

CONTRIBUTION TABLE
Table of Contents

1.1 INTRODUCTION OF INDUSTRY:....................................................................................1

1.2 Introduction to the Corporate Brand..........................................................................................2
1.3. Introduction of the SBU/s we worked on.............................................................................4
1.4 Quantitative PESTEL Analysis.................................................................................................5
1.5 Porter’s 6 Forces Analysis.........................................................................................................8
1.6 SBU’s current Consumer Profile in PRIZM format................................................................11
1.7 Marketing Mix (4Ps)................................................................................................................12
1.8 SWOT TOWS Analysis...........................................................................................................15
2.1: Turnaround strategies.............................................................................................................17
2.2 A. Bowman’s Quality Perception Clock.................................................................................19
2.2 B. 1. New Customer Profiles...................................................................................................22
2.2 B. 2. New Target Market Strategy for SBU............................................................................23
2.2 B. 3. Positioning Statement.....................................................................................................23
2.2 C.1. Relationship Marketing Process – Customer Retention Matrix.......................................24
2.2 C.2. Relationship Marketing Strategies...................................................................................25
2.2 C.3. Strategies to convert customers from ‘Iron to Gold’ and then ‘Gold to Platinum’.........28
2.2 D. 1. COMPETITIVE STRATEGIES:....................................................................................29
2.2 D. 2. Strategic Group Graph....................................................................................................31
2.2 E. Product................................................................................................................................32
2.2 F. Pricing..................................................................................................................................36
2.2 G. Distribution.........................................................................................................................39
2.2 H. IMC Campaign Plan...........................................................................................................42
2.2 I. Physical Evidence.................................................................................................................66
REFERENCES..............................................................................................................................68
APPENDIX....................................................................................................................................69
1.1 INTRODUCTION OF INDUSTRY:
Bakery and confectionary industry in Bangladesh are a vital industry because if its growing
demand among the netizens. Whether it is chocolate filled breads or salted biscuits, Bangladeshi
people loves consuming these bakeries and confectionaries, sold through different companies in
Bangladesh. This industry has driven 15% of annual growth rate in the country. Currently the
market size of biscuits and confectioneries in Bangladesh is around $597 to $ 717 million, where
renowned confectionary brands are holding 40-50% of the total market share. During the fiscal
year of 2018 and 2019, the net export revenue was $80.41 million, which was almost the double
of the entire of the annual figure of $43.09 million. Hence, they predicted that it would triple in
the next three years. The big players in the bakery and confectionary industry are Pran, Olympic,
Danish and Haque, around $358 million belongs to these companies. However, Haque and
Danish share the same market share as Ispahani, which indicates Ispahani would also flourish in
the market in future. The bakery and confectionary industry’s market are expected to increase by
15% in the next 10 to 15 years as, they already stand at $65000 MT. (Wing, 2019)
Over the decades, people’s taste changed and so did their income and lifestyle habits. There is a
huge customers base for bakery and confectionary market. There are many players in the market
like Pran is the market leader, while there are Olympic, Danish, Goldmark and Haque remaining
in a very good position in the market. They have brought in many bakeries and biscuits like
cookies, dry cakes, coconut cookies, orange biscuits, cheesy crackers, dry toast and the list goes
on. As this market is growing exponentially, this industry has also made its place in the
international market, attracting many local investors and large conglomerates to invest in this
industry. The leading conglomerates have captured about 60% of the market over the last two
decades. During the pandemic situation, this sector has experienced an accelerated growth in
market and profits, as people demand for dry food increased. (The Financial Express, n.d.)

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1.2 Introduction to the Corporate Brand
The Ispahani Group was in business since 1820. In 1934 it was established as private limited
company M.M. Ispahani Limited and in 1947 corporate head office was set in Chittagong and till
today it is there. It remains one of the successful business house in Bangladesh. Ispahani is a huge
tea business company in Bangladesh and dominates local tea market approximately 50% of the
local branded tea market and 80% of branded tea-bag market. Ispahani also owns four of the well-
recognized tea gardens in Bangladesh: Ghazipore, Mirzapore, Zareen and Neptune. Besides Tea
as their Parent Company Ispahani also has 11 more business units and they are Cotton and
Textiles, Jute, Shipping, Real Estate, Foods, Poultry, ICT, Energy, Packaging, Hospitality and
Leisure and Agro. (Ispahani, n.d.)
Vision Of Ispahani Group: Ispahani Group is dedicated to providing high quality goods and
services as well as having a positive impact on the community at large.

Growth Strategies of Ispahani Business units

Business Name Growth Strategies Types

Tea Garden Vertical Concentration

Tea Brands Horizontal Concentration

Tea Trade Vertical Concentration

Cotton and Textiles Conglomerate Diversification

Jute Conglomerate Diversification

Shipping Conglomerate Diversification

Real Estate Conglomerate Diversification

Foods Concentric Diversification

Poultry Concentric Diversification

ICT Conglomerate Diversification

Energy Conglomerate Diversification

Packaging Concentric Diversification

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 Hospitality and Leisure Conglomerate Diversification

Agro Concentric Diversification

BCG Matrix of Ispahani Groups Business units:

In BCG matrix Ispahani group’s tea segments are in good position that is in Cash Cow where
Agro, Energy, Packaging, Cotton and textiles, jute and food are in star position needs to build
and grow. One the other hand Poultry, Real Estate, Shipping and Hospitality and Leisure are in
unstable that is question mark situation and lastly the ICT sector is not doing well which is in
dog position.

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1.3. Introduction of the SBU/s we worked on

Ispahani Foods Limited (IFL), is a subsidiary of Ispahani Group which was established in 1999,
it manufactures a wide and varied range of snack food products. IFL is based at Ispahani Foods
Complex, Konabari, Gazipur, Dhaka. Under their current food item brands, they have- biscuits,
toast, dry cakes, chips and powdered drinks. Each of the SBUs also have different product
variations under them, some of the most famous ones are - Potato cracker chips, ISPI powdered
drink, Milk Marie Biscuits, Garlic crunchies toasts, baked fresh dry cakes etc.  As we have found
from our interview, they only consider dry cake and toast under the bakery SBU. There are two
brands under the Toast unit- Ispahani premium (Products- Premium Toast, Premium Sweet
Toast) and Bakery Fresh (Products- Sweet Toast, Garlic Crunchies). On the other hand, there is
one brand under the Dry Cake unit- Bakery Fresh (Product-Dry Cake).
As we have seen that there is an increasing number of health-conscious people in Bangladesh,
thus be it breakfast, an evening snack or a late-night munchies people always want healthier and
tastier options. Our new introduction for Ispahani Foods is Ispahani ELEVATE, a brand of
protein bars which comes in 5 different flavors- cookies n cream, chocolate hazelnut, red velvet,
strawberry-cheesecake and salted caramel. This product falls under the Dry Cake unit of Ispahani
Foods and is a highly focused differentiated product for people who are into fitness, are calorie-
conscious and prefer macro-nutrients counts. This product will not only be a one-of-a-kind item
in Bangladesh but also will compete with foreign protein bar brands which are currently
imported to be available in the market. The bars will come in single packets, 6/12 packet combos
and also a whopping 24 bars mega combo of assorted varieties of flavors. Each bar will be 60
grams, containing 180 calories per serving and will be priced at 80 BDT per bar, 450 for 6 pack,
900 BDT for pack of 12 and 1850 BDT for the mega 24 bar pack. The packaging, mobility and
taste that will be provided by this trusted brand will gain popularity all over the country in no
time. The detailed positioning and promotional strategies of the SBU are discussed further in the
project.

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1.4 Quantitative PESTEL Analysis

Source Description of variables Implications of Certainty Impact

variables on business (on a (on a
(+ve means scale of scale of
favourable, -ve means 1- 5) 1= 1-5) 1=
unfavourable) Lowest, Lowest,
5= 5=
Highest Highest
Political P1. People's freedom of P1. (-ve) As a result of 5 5
movement is restricted, and the Covid-19 crisis,
due to the pandemic most people are buying
situation, the government only necessities.
imposes lockdown and
strongly advises them to
stay at home for time to
time, for unknown
intervals.
P2. Current political P2. (+ve) Smooth 4 4
situation of the country is functioning is ensured
quite stable now. by a stable political
context.
Economical Ec1. Targeted customers Ec1. (+ve) More 4 5
are majority from the consumers will be
middle class, who prefer attracted to items with
cheaper price over quality. higher quality at a
lower cost, resulting in
higher sales.
Ec2. Unemployment rate is Ec2. (-ve) Sales will 4 4
on rise due to the pandemic decline as a result of a
situation. higher unemployment
rate, as consumption
will decline.

Ec3. Open economy Ec3. (+ve) Exporting 5 5

items to other
countries helps to
boost sales in an open
economy.
Ec4. GDP growth rate: Ec4. (-ve) The GDP 4 5
5.20% & Inflation rate: growth rate has
5.65% (2020) decreased, and
inflation rate has
increased, comparing
to 2019, which

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 indicates growing
affordability will
decrease, and the
products will be more
expensive for the
consumers. Hence, sell
will decrease.
Ec5. GDP per capita Ec5. (+ve) increase in 5 4
growth: 5.5% (2021) GDP per capita
indicates increase in
sales.
Ec6. Their products have Ec6. (+ve) This will 4 4
similar pricing rate, brand them as top tier
comparing to their big shot manufacturers,
competitors attracting more
consumers.
Social S1. People’s tastebuds are S1. (+ve) Nowadays 4 4
evolving. people want something
else with tea, rather
than just toast biscuits.
Hence, this could be a
great substitute.
S2. People are not going S2. (-ve) There is the 5 5
out much, due to safety lack of the emotional
reason. touch when shopping
is done virtually,
which hampers the
growth of the sale.
S3. Ispahani is a great 5 5
S3. People trust products company with reputed
from reputed brands with brands. Therefore,
great packaging good packaging will
involve in more sales.
Technological T1. Increasing number of T1. (+ve) People tend 5 5
online platforms. to shop online due to
covid restrictions,
which helps expanding
the sales.
T2. Promotion through T2. (+ve) According to 5 5
social media platforms. research, there are
approximately 45
million social media
users in the country.
T3. Innovative T3. (+ve) Cost 5 5
technology effectiveness will be
enhanced, as will

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 productivity.

Environmental E1. COVID19, a E1. (-ve) due to the 5 5

worldwide pandemic, is fact that this is not a
now underway. need and everyone is
confined in their
homes at the moment,
sales will drop.
E2. Raw resources are E2. (-ve) Can impede 5 4
becoming increasingly production, resulting in
scarce. a drop in sales.
Legal L1. Certified by the BSTI L1. (+ve) positively 5 5
impacts the brand's
image.
L2. Customers' rights are L2. (+ve) Clients 4 4
protected by a strict cannot be intimidated.
consumer legislation

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1.5 Porter’s 6 Forces Analysis

Rivalry among existing The Threat of New The threat of substitute:

businesses: Entrants:
The confectionary industry’s If new business wants to enter Brand loyalty is moderate to
local players are competitive, in this industry, they have to high among customers in this
and they are wrangling for incur significant bakery industry. Some bakery
market share. The major infrastructure cost and large items are purchased
players here are Pran, the investment. As it is an repetitively by loyal
market leader, Olympia, Akij, established industry in customers, but if they find
Fresh, Deco, Hoque, Partex Bangladesh, joining this similar substitute with great
Romania, Fu-Wang, Ifad, segment and fighting with nutritional value for better
Cocola. And they have their long existing strong players price value, customers will
strong, well established. will be strenuous, challenging not hesitate to buy those. This
distribution channel all over and will require great industry is also gets affected
the country. Besides, some exertion for new entrants. But by bad news. (-2)
local confectionaries provide some local small businesses
these food items in their local who are providing these
neighborhood. Hence the confectionary items in small
competition is quite severe. scale. (+3)
(Wardad,2019) (-3)
The industry has immense New entrants will surely face In bakery industry, many
growth potential, and it is difficulties to set up and reach substitutes are available,
growing. Moreover, there is economies of scale. They will produced by market leaders
an existing market gap. And also have to checkup on food and local small bakeries in
due to this reason, consumers quality requirement, but the market which is a big
are buying foreign medium-small local threat for Ispahani to stand
confectionary, bakery items, confectionaries, i.e., Decent, out and be noticeable.i.e.
as they them consider Well-food, Tasty Treat are Pran’s Ghee Toast, Butter
healthier than local goods but supplying quality bakery Buns, Dan chocolate cake.
those are costlier option for items on small scales in their But however, they have
them. This is why, local localities. (+2) production capacity to
players are fighting for produce varieties of bakery
between themselves and with items which can be healthier
foreign importers to capture and tastier. (-2).
the market share. (-2)
In the bakery industry there is New entrants in this industry Ispahani is a big established
little to no scope to enter in a have very little scopes of business of Bangladesh and
small scope, it requires large providing some unique food fortunately, they have
investment, strong production items which will meet the resources to focus on R&D,
structure. So, businesses enter need of small localities and innovation and development
in this industry with long customers can get their hand to keep up with current trend,
term plans. So, it is not on those products easily if this will bring added value for
possible to shut down and they set up small shops in them. (+1)
take an exit. (-2) neighborhood. (-1)

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Confectionary and bakery The established existing As bakery items are daily
products have huge scope for companies in this industry necessity, and people buy it
diversification, and they can has their own strong on daily basis switching cost
come up with different meal distribution channel, new is very low for these items.
options. They can provide entrants will face difficulty Moreover, competitors can
different food products as a and will need time to use low quality ingredients at
solution for everyday establish a strong distribution low cost and charge lower
consumption, and it can be channel. (+3) price, so people can switch
showcased as a healthier choices very frequently. (-3)
lifestyle solution as now-a-
days are more health
conscious, and they are
looking for something that is
sustainable and budget
friendly for regular
consumption. (+3).
Like every food product In this industry, there is scope There are some foreign
brand loyalty is quite of doing something creative brands available, selling their
prominent in this industry as with bakery items, and new bakery items, in medium-
well. As people repetitively entrants can take that large scale to upper and upper
purchase them for everyday opportunity and come up with middle-class people, i.e.,
snacks, breakfast on creative solution and stand Oreo biscuits, Lexus
daily/weekly basis. But if out high as well. (-2) biscuits.They are competing
there is insufficient supply, with local companies and
they will switch to different fighting for some portion of
brand. (+2) market share as well.
(Wardad,2019) (-2)

Average: -0.40 Average: +1 Average: -1.6

Negative/ Unfavorable Positive/Favorable Negative/ unfavorable
High Low High

Bargaining power of Bargaining power of Complements:

buyers: suppliers:
There are plentiful bakery There are many suppliers There are many
items available in this available for bakery goods, complementary products
growing market and customer and brand has strong available in the market which
have more than enough affiliation their supplier can be used together with
options to choose from. brands for wheat, milk and bakery items. (+2)
Thus, customer have high flavors are imported from
bargaining power as they can foreign country, so there are
switch to other brands easily. multiple supplier. Therefore,
(-3) bargaining power of suppliers
is low (+3)
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As bakery items are fall under Ispahani does not have a Bakery items are often taken
FMCG products, some strong scope of backward with tea, coffee. And some of
customers keep healthy integration, as it would them are used for breakfast,
concerns in top of their mind require huge capital afternoon snacks. Some
and choose foreign brands, investment, this is why they bakery biscuits are also used
whereas some consumers rely on suppliers for raw to make few desserts. (+3)
prefer locally products items materials, but there are many
that incorporates local suppliers available. (-1)
flavors. (-1)
Ispahani will face difficulties Ispahani could capture more The competitors of Ispahani
if they want to gain market share if they had more can come up with their own
competitive advantage, as varieties in their product line, complementary products
most of their bakery items are which would require them which will increase their sales
very common and existing produce different items from and create difficulties for
products does provide various ingredients and they Ispahani. Moreover, big
customers with added would need supplier for that. players also have their
functional or augmented (-2) omnipresent distribution
benefits. (-2) channel to distribute its
complementary products (-2)
Bangaldeshi market is quite Ispahani has its own channel There is a slight chance of
price sensitive, Ispahani may like every other big player of sales cannibalization for the
face competition from local this industry. So, it is quite complemantary products for
small bakeries as they create tough for small brands to bakery items. (-1)
anomalies in terms of tax, and enter and succeed without
provide low priced product strong source of supplies at a
even though those are not large scale. (+2)
produced from quality
ingredients (-2)
Average: -2 Average: +0.5 Average: +0.5
Negative/Unfavorable Positive/Favorable Positive/ Favorable
High Moderately low High

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1.6 SBU’s current Consumer Profile in PRIZM format
Geographic Demographic Psychographic/Behavioral
Area: Urban and Suburban Age: Attitude: Positive attitude
Profile 1: 8-12 years towards object, positive
Location: Profile 2: 13-19 years attitude towards behavior
Profile 3: 20-35 years
Primary Profile 4: 35 years and above Benefits: Affordability, value
All 7 divisions of for money, classic taste, good
Bangladesh: Gender: Male, Female, other compliment with tea/coffee,
 Barisal trustworthy, safe.
 Chittagong Income: Individual: BDT
 Dhaka 12,000+ per month and above Lifestyle: Unexcited
 Mymensingh Family: BDT 18,000+ per Romantics, Lazy
 Khulna month and above Opportunists, Interactive
 Rajshahi Party Animals, Introvert
 Rangpur Education Range: Diverse individuals, Outgoing
 Sylhet Range. – appeals to all levels Socializers
of education from illiterate to
Secondary graduates plus. Volume: Every month
Exports to Urban areas in the
following Countries: Occupation: Perception: Low perceived
 Canada  Unemployed price and moderately good
 UK  Homemakers perceived quality, good
 France  School Students perception of the brand in
 China  University students retail stores and good
 Qatar  Corporate office reputation of the Parent brand
 UAE workers name.
 Mauritius  Blue collar factory
 Singapore workers Preference: Prefers classic
 India  Chauffeurs taste and nothing very new
 Nepal  Retired elderly and surprising. Would rather
 Bhutan  Rickshaw drivers have the traditional taste to go
 Hong Kong  Public transport drivers with evening tea.
 New Zealand  CNG drivers
 Swaziland Social Class Values: Conservatism,
Lower, Lower middle, lower Intellectual Autonomy,
upper, Middle, Upper middle. Egalitarian Commitment,
Harmony.
Marital Status: Primarily
married, secondary unmarried Usage Rate: Medium and
heavy user

Personality: Authoritarian,
Gregarious, Compulsive

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1.7 Marketing Mix (4Ps)
Product
As a new player in the market, Ispahani Foods Limited has launched quite a few bakery
products. The company is mostly known for its world-class tea unit. However, the growth of
their newly introduced bakery unit is also commendable. Let us have a look at their products:
Biscuits: Ispahani manufactures a range of very high in quality and delicious biscuits such as
Vegetable Crackers, Milk Marie, Butterful, Milk, Orange, Salty Crackers, and Cream Sandwich
biscuits under the house of Ispahani Biscuits.
Toast: Ispahani also has a wide range of toast biscuits under its two popular brands called
Bakery Fresh and Ispahani Premium. The toast is best known for its sweetness and crispiness.
Dry Cake: Exceptionally tasty Bakery Fresh Dry Cake is one of the newest and most popular
bakery items of Ispahani Foods Limited. The butter-flavored dry cake has won millions of hearts
because of its uniqueness in taste and quality.
Ispahani Foods Limited sources the best raw materials locally and from abroad and never
compromises its quality. The bakery items have got much popularity both locally and
internationally over time. The company exports these items to countries like UAE, Qatar, New
Zealand, India, UK, Canada, Hong Kong. ("Foods", n.d.)

Price
As far as the pricing is concerned, Ispahani has launched products of different prices at different
times. From biscuits to dry cakes, they have maintained a good range of products. However, the
prices are quite affordable for middle to upper-middle-class families. Ispahani targets an
enormous market for its bakery unit. Therefore, the pricing is barely unreachable for common
people.

Product Name Maximum Retail Price (MRP)

Ispahani Premium Toast Biscuit (320 gm) BDT 50
Ispahani Bakery Fresh Sweet Toast Biscuit (200 gm) BDT 35

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 Ispahani Milk Marie Biscuit (285 gm) BDT 50
Ispahani Milkose Tea Time Biscuit (70 gm) BDT 10
Ispahani Orange Tea Time Biscuit (70 gm) BDT 10
Ispahani Puffy Bite Biscuit (150 gm) BDT 75
Ispahani Butterful Biscuit (300 gm) BDT 60
Ispahani Bakery Fresh Dry Cake (350 gm) BDT 120

The price chart is made with the help of an online grocery store called www.chaldal.com

Place
Ispahani Foods Limited does not have any direct channel for its customers. The products are
usually sold with the help of intermediaries. The products are mostly sold through the local dry
market, departmental stores, supermarkets (ex: Shwapno, Agora, Unimart, Meena Bazar), and
online stores. Ispahani also has a very wide and strong distribution network all over the country.
Recently, the company has started exporting its bakery goods to different countries like UAE,
Qatar, New Zealand, India, UK, Canada, and Hong Kong.

Promotion
The promotional part of Ispahani Foods Limited is not very strong. The company does promote
its product using TVCs and OVCs. They also use static digital content to support online

promotion on social media platforms. Most of the product ads are made by third-party sellers.

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In order to attract long-term consumers, Ispahani establishes a strong brand image in the mind of
target buyers through its promotional marketing techniques. From newspapers, billboards, and
posters to electronic media advertising, they try to promote every sector.

Sponsorship: Ispahani also sponsors big events like cricket series. Recently, the company
sponsored the Bangladesh vs. Zimbabwe series, which surely made a big impact in its
promotional area. Besides this, Ispahani also sponsored a marketing debate competition
organized by Brand Practitioners of Bangladesh. This event also boosted Ispahani’s reputation in

the market. ("Ispahani title sponsor of Ban-Zim series", 2021)

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 1.8 SWOT TOWS Analysis

Strengths Weaknesses

S1: The parent company, Ispahani W1: Smaller distribution channel in

Group is one of the oldest and the urban market compared to their
renowned  big competitors
Internal

S2: Provide fresh and good quality W2: Limited range of offerings
biscuits and bakeries  compared to other competitors

S3: Maintains stringent quality W3: Products are not widely

management for hygiene purpose  available in all major locations

S4: Ispahani have their own W4: lack of social media presence
External production facility and do not sell through websites

S5: Lower production cost since

their raw materials are outsourced.

Opportunities S/O Strategies W/O Strategies

O1: As the market is constantly S1O1: Utilize the parent brand name W2O2O3: Introduce more new
growing at 15% annual rate, they to generate demand and brand varieties in the existing product line
have the potential to increase their awareness to build trustworthiness of to accommodate the increasing
market growth and share their TG. demand and needs that exist in the
market, thus increase sales.
O2: Consumption of bakery goods is S2S3O2O4: Produce premium
increasing rapidly. quality bakery products with more W1W4O5O6: Create a platform
varieties and more new products to from where our TG can easily get
O3: Buying power of middle-class meet the increasing demand and hold of our products thus creating
customer base is upward lifting target other segments such as health- more channels to connect and obtain
conscious people through more consumers in urban areas.
O4: Opportunity to enter fitness and promotions and campaigns.
health segment, as more people are W2O4O7 By creating a new product
becoming health conscious  S1S4O2O6: With the proper line that is catered for those TG who
promotional campaigns they have are health conscious will help the
O5: Use of the internet is growing, so the ability to supply more bakery brand to venture into a new market
more channels to connect with the products to cater to the rising needs thus resulting in more sales and
market. of their consumers create more brand value.
O6: Possibility to obtain more  S5O3O5: Use more profits on

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customers in urban areas. distribution channels for instance by
spending more on websites from
O7: Opportunity to create a positive where people can buy. Also, utilize
value proposition easily using the their fund more on advertisements
parents brand name. like performing SEO services to
build a strong customer base within
the middle class.

Threats S/T Strategies W/T Strategies

T1: there is a low barrier to enter the W4T2: Increase the social media
market. Thus, resulting in a lot of S1S4T1T3: By properly presence by spending vastly on
competition as they have only 5% of implementing the IMC tool in our social media marketing, SEO and
the market share. promotional campaign we can help also implementing media strategies
to improve our brand relation with to grab the attention of our TG will
T2: compared to rival competitors our TG and have interaction which eventually help to increase sales.
such as Pran and Partex, the will help our TG to recall our
distribution channel of Ispahani is products during purchase. W2W3T3T4: Adding another
less widespread. product line that catered to our TG’s
S3S4T3T4: Make full use of their needs (fitness or health-conscious
T3: Threat of consumers changing own production facility and quality segment) and making it widely
their preferences due new entrants management system to highlight the available in all major locations, will
positive aspects of the product help to position our brand in a
T4: threat of substitution from lower through an intensive advertising positive manner (as people are
priced products process. This will help to capture the getting more health conscious). 
attention of the consumers and uplift
T5: The pandemic has already the brand image, setting it apart from
hindered their growth rate and can its competitors
also delay the supply of raw materials
that are imported 

PART 2
2.1: Turnaround strategies
Ispahani foods ltd has 5% market share, however, they aren't as big players as Pran or Olympic.
There are also local bakeries who are also competing fiercely in the market. Hence Ispahani

16 | P a g e
needs to use turnaround strategies to get more market share and be successful in the bakery
industry.

Contraction Consolidation

1) Ispahani Foods Ltd needs to reduce the 1) The first strategy we can work with is
company's cost as their bakery bringing in a new product line and
industry growth was 1% last year due targeting a new segment, for instance
to the pandemic. And due to the the health segment, thus bringing in
shutdown of schools and colleges protein bars. Normally protein bars are
some of their product sales went imported from other countries and
down, this indicated that market share those are charged pretty highly. In this
was declining as the entire market did case, we would bring protein bars in
not grow during this harsh period. unique flavors at a reasonable price so
Mighty Chips has failed to contribute that more people can afford to buy
in a profitable way in the recent time delicious protein bars. This will help
and also a product line that Isophane us to gain more consumers because
needs to cut off in order to reduce cost. people are increasingly concerned
Also, one of the things they can do is about health and fitness and thus
to reduce the production of biscuits increase sales and profitability.
that contribute less profitable offerings
to the brand.
2) The second strategy can be
implementing IMC tools like social
2) Since due to covid their sales went media marketing such as Ads on
down and they were not fully utilizing Instagram or Facebook, posts on
the factory facilities. So, in order to LinkedIn and daily and active usage of
reduce operational cost, they need to Instagram pages with bloggers' PR
use their machineries in a span of 2-3 activities. Also do sales promotion
days weekly. Also, to optimize cost marketing in the form of marketing to
efficiency and put out the maximum get customers to taste our protein bars.
output their workers had to work In this way customers can get an idea
overtime. about the protein bar and its taste.

3) Thirdly, revamp the packaging style of

the current products of Ispahani Food
ltd. The current packaging is too
boring and not appealing, so by
making new aesthetic packaging styles
for the biscuits and cookies, we can
attract many new consumers,
especially urban consumers. Aesthetic
packaging also gives off premium
quality vibes which could help us to
position our products in the mind of

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our consumers positively.

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2.2 A. Bowman’s Quality Perception Clock

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Ispahani Food Perceived Price Bowman’s Justification
Limited’s value to Strategy Clock
Product consumers
Milkose, Potato Low-medium Low Low price and As the name suggests, these
Crackers low added value food products are low priced
products, and they add little
value, as they are not
differentiated. But Ispahani
incorporates this strategy as
their “bargain basement” so
that people with low income
can consume them to fulfill
their need of everyday snack.
Milk Marie, Medium Low Low Price The reason for Ispahani to
Mirzapore Tea, position these products in
Mighty Chips, this criterion is to portray
Butterful them as low-cost leaders in
PremiumToast , the market. They have ability
Sweet Toast to minimize cost and have
mass production capacity to
generate high volume of
outputs to reach economies
of scale even with low profit
margin.
Little Bites, High Medium Hybrid The Hybrid position includes
Puffy Bite, some elements of low price
Garlic Crunchies which also incorporates
differentiation of products. It
is a combination of some
product differentiation and
reasonable pricing. This will
convince consumers that
they are getting value added
good for the reasonable extra
price they are paying.
Bakery Fresh High High Differentiation These products fall under the
Dry cake, “Differentiation” criteria, as
Ispahani Zareen Ispahani aims to showcase
them in a way, so that
consumers perceive them as
high-quality goods within
average price range, which
provides moderately high
level of added value and
functional benefits. As these
products are positioned to

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 gain strong brand loyalty
with its distribution.
Blender’s High High Focused In Focused Differentiation
Choice Premium Differentiation position, through these
Tea, Ispahani products at premium price,
Elevate Ispahani intends to serve
highest quality product
which ensures tangible and
intangible benefits. In
addition, it is targeted
towards the health-conscious
segment of the population
who are willing to pay the
high prices for the
continuous added value. The
premium quality and pricing
will also ensure high profit
margin for Ispahani.

The new solution that Ispahani group came up with is through their new protein bar “Elevate”,
through this new product, they intend to provide a healthy solution, and fulfill the demand for a
quick yet healthy snack, as breakfast, afternoon snack or midnight munchies. It is not only
healthy, but also flavorful and tasty as it comes with various flavor, like salted caramel,
strawberry cheesecake, red velvet, cookies & cream and chocolate hazelnut. And the specific
target groups are aged between 18-45 years old students and professional who are health
conscious. Moreover, they are having hard time to find something nutritious within their
affordability, as foreign protein bars are costlier. When a well-established renowned traditional
brand like Ispahani comes with this solution with its country-wide distribution facility,
considering current situation, affordability, mobility and benefits, it will gain popularity in a
short span of time.

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2.2 B. 1. New Customer Profiles
Geographic Demographic Psychographic/Behavioral
Area: Urban Age: Attitude: Positive attitude towards
Profile 1: 18-22 years object, positive attitude towards
Location: (Fitness enthusiasts) behavior
Profile 2: 23-30 years
Primary: (health conscious and Benefits: High protein, Low
2 divisions of busy) carbohydrate, low fat, no sugar, low
Bangladesh: Profile 3: 30-45 years calorie, highest quality, good taste and
 Chittagong (Calorie conscious, flavors, quick replacement for meals,
 Dhaka management and food that does not spike insulin (for
executives) diabetic patients), trustworthy, safe.
Secondary: Profile 4: 45 years and
Sub-urban areas in above (health conscious, Lifestyle: TV opposing moderates,
other divisions of diabetic) Unromantic thrill seekers, Interactive
Bangladesh (areas Party Animals, Introvert individuals,
where gyms are Gender: Male, Female Outgoing Socializers, Rushing
available) adrenaline addicts
 Barisal Income: Individual: BDT
 Khulna 50,000+ per month and Volume: Every two weeks
 Mymensingh above
 Rajshahi Family: BDT 100,000+ Perception: Reasonable perceived price
 Sylhet per month and above compared to imported goods and
 Rangpur moderate perceived quality, fair
Education Range: perception of the brand in retail stores
University Graduate and and good reputation of the parent brand
Graduate plus (primary) name. Perceives traditional snacks as
HSC/A Level graduate unhealthy.
(secondary)
Preference: Prefers to have healthy
Occupation: snacks with no sugar, and looks to fulfil
 Homemakers daily protein intake even with snacks.
 University students
 Busy Corporate Values: Intellectual Autonomy,
office workers Affective Autonomy, Hierarchy,
 Busy managers and Mastery
executives Egalitarian Commitment,
 Retired elderly Harmony.
Social Class Usage Rate: light, Medium and heavy
Upper middle, Upper class user
Marital Status: Both Personality: Ambitious, Gregarious,
Married and Unmarried Authoritarian

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2.2 B. 2. New Target Market Strategy for SBU
For the new product, the company will go with “selective” target market strategy. The company
will target three different profiles. The groups are:
 18-22 Years (Fitness Enthusiasts): Bangladeshi young people are becoming very health
conscious lately. A good share of those people now follows a certain lifestyle. Some of
them cannot afford the imported premium bars because of the high price. Most of the
people in this category go to the gym for working out. Therefore, they need a lot of
proteins in their diet. Ispahani Elevate Protein Bar will fill that bridge for those people.
This new product will work an excellent protein source for them. (Research, 2017)

 23-30 Years (Health Conscious & Busy): These people often find it difficult to
maintain a balanced diet because of their busy lifestyle. However, the need for protein
always fills with mostly junk foods. Therefore, a protein bar can change their bad food
habit and keep them energetic for their work the whole day. (Cox & Cox, 2019)

 30-45 Years (Calorie Conscious, Management and Executives): The member of the
group belongs to an upper-class society. Few of them are well habituated with the
imported protein bars and they are quite comfortable with the price. However, the lower
price with equivalent quality and attractive packaging of the product might interest them.
Most of them can consume this bar after a workout (running/jogging) session. The
attractive variations, like assorted gift box is also another reason for them to purchase.
These people always try to maintain good physique since they are professionals.
Nevertheless, a protein bar can always come in handy before a rigorous
presentation/meeting. (Connolly, 2014)

2.2 B. 3. Positioning Statement

“Elevate Your Health, Elevate Your Fitness”
For customers who want to maintain a healthy lifestyle and are into fitness, Ispahani Foods
Limited is a consumer goods company that offers Elevate Protein Bar, a healthy lifestyle solution
for people, so that customers can enjoy a healthy meal with no doubt because Ispahani has
shown how a healthy lifestyle can be maintained no matter how much you are caught up with.
The following statement also covers the action competent of the product.
USP: Makes your diet tastier, healthier and cheaper.
Brand Mantra
Emotional Modifier Descriptive Modifier Brand Function
Healthy Fitness Food

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2.2 C.1. Relationship Marketing Process – Customer Retention Matrix

Full Throttle Slingshot

High Profile 3:
Profile 1: Calorie Conscious Managers and
Fitness Enthusiasts (18-24) executives (30-45)
Retention
Profit
Potential
Pay As You Go Divest

Profile 4:
Low Profile 2: Health-conscious diabetic individuals
23-30 years health- (45+)
conscious early corporates

Short Long

Acquisition Investment Recovery time

 Full throttle: For the type of customers who contribute to the highest amount of profit (40% or
more) as well as within a short duration of running an acquisition marketing campaign, we will
allocate the highest amount of time, budget and effort in using strategies and tactics to retain them
and build relationship. In this case, Profile 1: Fitness Enthusiasts (18-24) are a segment who
actively look for fitness solutions such as Protein Bars, and do not necessarily have to spend their
own income to buy them. It is because they belong to SEC A families, and have supportive
parents who are willing to spend high and fast for their children’s nutritional and supplement
needs.
 Slingshot: For the type of customers who contribute to a high amount of profit (35%-40%),
however make purchases after a prolonged period of time after running an acquisition campaign,
we will make them 2nd highest priority when allocating time, budget and effort in building
relationships and retaining them. We will also work towards making them purchase the products
faster. In this case, Profile 3: Calorie Conscious Managers and executives are a segment who
have a lot of disposable income to spend on healthy snacks and are also conscious about staying
healthy and restricting too many calories. They also have to work less hard and work shorter
hours than early corporates, which leaves them with a fair amount of time to spend on shopping
and maintain fitness.
 Pay as you go: 23–30-year-old health-conscious early corporates purchase quickly after running
an acquisition campaign, but do not purchase repeatedly and therefore do not contribute a lot to
the profit. We allocate limited marketing resources for them.
 Divest: Health-conscious diabetic individuals (45+) take longer to purchase and do not contribute
much to the profit because they do not have a high amount of motivation for meeting high protein
intake, only sugar-free and carb-free motivates them. Little to no marketing resources will be
spend on this segment.

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2.2 C.2. Relationship Marketing Strategies
One to one marketing strategy: For building relationships, we will have two forms of one-to-
one marketing strategy:
1) Automated 1:1 digital marketing using personalized ads: Using marketing automation
software like Hubspot, it is possible to execute 1:1 marketing strategy even without speaking
directly to each individual customer or lead. By developing several types of content such as
video ads for different types of customers at different stages of the sales funnel, we can appear as
if we are communicating directly to the customer based on their current needs and preferences.
For example, one type of video ad specifically designed to educate new potential customers will
only be shown automatically on Facebook and Instagram to those who search “Protein Bar in
Bangladesh” on google. Since the digital pathway of a consumer is integrated between different
websites and with the use of ‘Facebook Pixel’ that ad will appear personalized to the customer.
Another type of customer who has seen the introductory ad and visited the Ispahani Elevate
website once or twice will see another type of video ad on Facebook that reinforces the benefits
of Ispahani Elevate protein bars and that again will appear personalized to them.

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2) 1:1 marketing using gym trainers: Large commercial gyms such as Ruslan’s Studio and
Future Fitness have strict policies against their gym trainers being able to sell supplements.
However, many famous gyms like Hammer Strength fitness do not have such policies and we
will use them to personally recommend the Ispahani Elevate Protein bars to their clients who fall
under our Profile 1,2 and 3.

Permission Marketing: Whenever any person orders Ispahani Protein Bars from Chaldal and
Pandamart, we will receive their contact information. We will send an introductory text and
email giving them the option to stop receiving our texts and emails. If they do not opt-out, we
will start sending them valuable information regarding fitness training tips for busy
professionals, as well as tips and tricks to maintain a healthy diet and lose weight. These
messages will be personalized even though automated, with the use of Marketing automation
software. Periodically, they will be given incentives and special offers and discounts through
email and text for building relationships. The same process will start when anyone visits the
Ispahani website and they receive an email newsletter pop up.
We will also initially have special booths at grocery stores where customers can get a free
sample of the product if they register using their email address and phone number by filling out a
form. Using that information, they will be entered into the marketing automation software’s sales
funnel, where they will receive personalized emails based on the stage of their purchase journey.

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Relationship Building tactics
User Generated Content on Instagram: We will open a separate Instagram page for Ispahani
Elevate protein bars where only 20% of the entire feed will be our own content. 80% of the
content will be generated by our customers and clients (repeat purchasers). We will continuously
encourage people to send a picture of themselves with the Ispahani Elevate Protein bar and write
a short story about their fitness journey and how they maintain a fit lifestyle despite being busy.
Every week, we will choose the best story and picture, and upload it to our Instagram feed. This
will encourage existing clients to purchase more and share more to get featured on our page and
on the other hand attract Marketing Qualified Leads to purchase the product for the first time,
take pictures with it and get featured from our page.
Fitness Influencer Content Marketing: In the Bangladeshi Fitness community, there are
several male and female celebrity fitness trainers who have a lot of loyal followers in their social
media. They regularly upload workout videos, tips, as well as nutrition and lifestyle advice to
their Facebook and Instagram profiles. They usually have a lot of influence on their followers
and the follower base usually accepts the tips and recommendations they share.
We will partner with Ruslan Hossain, Nazia H, and Samina to run 3 separate campaigns with
Ispahani Elevate Protein Bar. They will be called: 1) Train with Ruslan 2) Train with Nazia 3)
Train with Samina
These influencers will speak about our protein bars for a week and challenge everyone to do
“The Elevate fitness challenge” which will be–
1) Do As many perfect-form pushups as they can in 1 minute
2) Eat an Ispahani Elevate Protein bar immediately after the set
3) Do 100 perfect-form jumping jacks in the shortest time possible.
The followers must do all 3 of these tasks while recording themselves and send the video to the
Ispahani Elevate Instagram Page. At the end of 2 weeks, the top 3 performers will win free
personal training sessions with their respective influencer for 3 consecutive workouts in the
influencer’s gym. They will also win a 1-month supply of Ispahani Elevate Protein Bars.

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2.2 C.3. Strategies to convert customers from ‘Iron to Gold’ and then
‘Gold to Platinum’
One of the main uses of the customer pyramid model is to convert the existing customers from
Iron to Gold and, if possible, Gold to Platinum. Multiple strategies might help Ispahani to
convert their customers into different categories, like:

Loyalty Program:

 The customers will need to create an account (with contact details) on the particular
online (Chaldal and, PandaMart) platform before purchasing.
 On their first purchase, they will receive a “thank you” message on their cellphone.
 From their second purchase, they will start getting reward points for all their purchases.
 As they keep on making purchases, they will score points which will unlock the next
stages.
 Each stage will have its certain benefits, such as discounts, gift items/souvenirs, etc.
 
 Frequency Program:

 For purchasing one “Mega 24-Bars Assorted Pack,” consumers will get a 200g pack of
“Ispahani Mirzapore Premium Tea” for free.
 One unit of the “Single Bar” will be free with every three units of similar purchase.
 Purchasing one unit of “Pack of 6 Bars” will get the customers a 100g “Ispahani Best
Leaf Tea” pack for free.
 Purchasing one unit of “Pack of 12 Bars” will get the customers a pack of “Ispahani
Blender’s Choice Premium Tea” (50 bags) for free.

Voucher Card:

 Using the reward points from Chaldal and PandaMart, the customers will be eligible to
purchase a voucher card from the Ispahani official website.
 Once they print the voucher, they can use it in all the prominent super shops (Unimart,
Shwapno, Meena Bazar, Agora, Lavender and Pick n Pay) all around the country.
 Upon showing the card, the customers will get a flat 10% discount on all the products of
Ispahani Elevate Protein Bar.

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 2.2 D. 1. COMPETITIVE STRATEGIES:
There are many competitors in the bakery/ confectionary industry. So, we chose three most
important competitors. Pran, Olympic, Partex, Goldmark are in a good position in the bakery and
confectionery industry. Local bakery competitors are also not behind, they are also doing good in
the market. So, Ispahani need to implement strategies that will help them to fight these
competitors

  OFFENSIVE STRATEGY DEFENSIVE STRATEGIES 

Pran, Olympic Flanking attack: These companies are Counter-offensive defense: Since these
the market leaders of the bakery/ companies are big players in this industry,
packaged food industry; however, they they might attack by entering into the
lack products targeted towards the healthy food segment at a lower price. In
fitness segment. So, Ispahani coming order to combat this Ispahani has to
up with new fitness products like massively promote the new product line
oatmeal cookies and protein bars with and through the right campaigns on social
unique flavors can help to gain more media and affiliating with influencers will
customers who are more health help to make the product to be recalled and
conscious nowadays. recognized during purchase.

2) Danish Guerrilla Attack: These companies Flanking defense: The companies

(Partex Group), are in a good position in terms of mentioned here have more or less the same
Haque food ltd, market distributor of biscuits and market share as Ispahani. However, if we
Bangas confectionery so it would be difficult to look at their weak points, it would be the
Limited attack them upfront. In order to attack packaging. These companies may change
them, Ispahani can launch Guerrilla their packaging style if they see new
marketing through creative billboards competitors entering. Before they can
and increase brand awareness through change, we use that opportunity to create
the new health and fitness segment by high quality packaging that is aesthetically
incorporating an athlete running with pleasing and gives off premium quality
protein bar posters on the buses as if it vibes. In this way, people would seek out
shows that the person on the poster is our products more due to appealing
really running. With such marketing, packaging as customers are always drawn
we can capture the consumer’s mind towards good and aesthetic packaging and
quickly and can capture the attention of may increase sales.
our TG.

3) Local Flanking attack: even though these Mobile Defense: Though these brands have
bakeries local bakeries are doing good in the a good presence in the existing market they
(Cooper's market, they have several weaknesses lack the products that we are planning to

29 | P a g e
Bakery, and like lack of social media presence, lack bring in the fitness drive market. Which will
Puro Pastry of advertisement, eye pleasing give us an edge over them as we will have
and Bakery ltd, packaging and availability in wide the first mover advantage. And by properly
Shumi’s cake locations that we can use to our integrating the IMC tools in our promotional
and Bakery)   advantage or thus ‘attack’.  We can activity and also using positioning strategies
position our products in the mind of our (By-User) and implementing media
TG in such a way that the users will get strategies Ispahani can gain competitive
benefits in aspects like nutritional advantage over them. Also, by creating
values, widely available, premium interactive contents on social media and PR
packaging and good social media events we can increase customer
promotions like video ads on Facebook, engagement and eventually gain loyal
Instagram and YouTube (display and consumers. Thus, making it difficult for
true-view ads), PR activities with food these companies to target our segment. 
bloggers and increasing website traffic. 

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2.2 D. 2. Strategic Group Graph
 
High
Price

Low

Narrow Product Line Wide

31 | P a g e
2.2 E. Product
Changes/Revision

Taste: According to the research, many customers have said that the taste of many different
products of different brands is better than the similar kinds of products of Ispahani Foods
Limited. For example, the cakes of the other brands are usually a better choice because of their
better taste. Many other products need some minor changes. Therefore, we recommend changes
in taste which would be both lucrative to the consumers and improvised quality so that the
customer feels the justification of Ispahani’s price by themselves.

Packaging: The research shows that the customers feel more attracted to an imported product
than a local one. One of the core reasons behind it is the lucrative packaging. The product
material, design, and overall packaging stand out among the local ones. Thus, they tend to buy
the imported ones more. Although there are few imported products available, if the company
opts for premium packaging, taking inspiration from foreign products, their products will stand
out more among all the local products.    

Nutrition Value: Many people have complained about the calories of items like Dry Cake and
Toast Biscuits. Usually, nowadays, people love eating healthy and are very conscious about the
number of calories they are taking in. I think it is also better for society if we can introduce
healthy snacks for the mass population. I think by using less oil and fewer other fat items, this
problem can be partially solved although few products should be made for the mass market.

New Products

Ispahani Elevate Protein Bar

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Ispahani Elevate Oatmeal Cookies

Ispahani Premium Cajun Toast

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New Value Proposition

Protein Bar & Oatmeal Cookies

Benefit Details
Name

Core Fast-moving consumer goods. People can have it on the go while fulfilling their
nutritional needs.

Tangible Delicious snacks matched with local taste buds, excellent quality and very good
for health-conscious people. 

Augmented IFL is on the top of the market share when it comes to fast-moving consumer
products. The factory workers produce the goods using the latest technologies
and a unified product chain, which helps the factory workers to maintain good
health as they do not need to do much heavy work.

Potential The products are tailored specifically to match the customer needs with the
perfect nutritional value of a human being. Therefore, they can be used as an
alternative to unhealthy products in future.

Cajun Toast

Benefit Details
Name

Core A great, flavorful snack to accompany the tea, brings the family closer and
gives them joy over the boring tea sessions.

Tangible Spicy snack and a very good combination with tea, different flavor in a toast
(usually sweet) and overall premium packaging. 

Augmented IFL is one the top of the market share when it comes to fast-moving consumer
products. Interactive packaging will attract more customers, increasing the
overall reach of the product.  

Potential In the future, satchel packs will be introduced, which will be available at local
tea stores, to encourage people to have this which is hygienic, rather than the
open pack toast biscuits.

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Chasm Strategy

Ispahani Foods Limited’s new target groups are techies, visionaries, pragmatics, and most decide
conservatives as Ispahani promotes that their new TGs are mature and loyal. The chasm strategy
of Ispahani Foods Limited is given below

Bowling-Alley Strategy: After launching our new products, we would like IFL to promote its
products such as Elevate Protein Bars and Oatmeal Cookies to certain markets like techies and
visionaries. This will bring IFL a lot of feedback that will help the company decide the
distribution of the new upcoming products.

For the Premium Cajon Toast, the product should be catered more towards the pragmatists and
conservatives. The toasts are made for the mass market and the idea here is to target more
pragmatists eventually, and this strategy will surely bring that change in the long run. 

Invasion force Strategy: This approach would apply if IFC products reached their late
development. Then to keep its inventory upgraded, we can collaborate with other distribution
channels such as e-commerce by giving discounts to those who buy from online platforms. A
few of the strategies are as follows: 

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  A 5% discount will be availed on any purchase from Chaldal.
 When customers buy from Pandamart, they will receive free delivery.
 Partner with Facebook Pages that sell daily groceries with fair incentives.
 Premium tea stores like Cha Chai and Cha Bagaan can introduce tea and toast combos. 

Array of Brand

The reason behind naming our new product “Elevate” is the product objective. Protein bars are
supposed to re-energize people and help them work more efficiently. It will help elevate the
energy level when one feels down for various reasons, including work pressure. 

Here, Elevate is suggested to continue with this name, which will help the people see it as a
strong and valuable brand under IFC. They will follow the ‘strong endorsement’ technique here.

Like all the other SBUs of Ispahani Foods Limited, our new brand “Elevate” can also be a new
strategic business unit. If the response of the products seems positive, new products can be
launched as well under the umbrella of “Elevate” in the upcoming years.

2.2 F. Pricing

We have launched 3 new products in our bakery section, they are namely-
 Elevate Protein Bars- Each bar will be 60 grams, containing 180 calories per serving, and
will be priced at 80 BDT per bar, 450 for 6 packs, 900 BDT for a pack of 12, and 1850
BDT for the mega 24 bar pack.
 Elevate Oatmeal Cookies- The oatmeal cookies are going to be in a 250 grams packet,
each weighing about 20 grams, being 12 cookies in one packet. It will be priced at BDT
150 per packet and will have high nutrition benefits per serving.
 Premium Cajun Toast- another product in the premium line added as the savory Premium
Cajun Toast, the packet will be 300 grams and will be priced at BDT 55.
 
 

Pricing Details along with stages

Strategies 

1. New According to market survey for Reverse Cost Pricing we will know from
Product people the value they have for the protein bars as they have to pay a high price
for the imported ones thus we aim to have a high perceived value in their eyes
as we are charging lesser. According to the price perception matrix, all our
new 3 products will fall under the hybrid category of serving a High Value, as

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 customers will get a premium quality product with different tastes, unique
ingredients, and nutrition benefits at a very reasonable price.A rigorous survey
was done keeping in mind the readiness of the market that is urban people
being health conscious and looking for healthy snacks and also finding a
savory version of their regular toasts. And keeping in mind the fact that people
are willing to pay a small portion of their pocket-size on these items having a
lot of disposable income in urban families. 

2. Product As for product line pricing, Ispahani bakery items does have a line of
Mix products where pricing is different, for example- as Elevate is targeted
towards a comparatively selected segmented and have characteristics of being
a premium niche market product, it has a higher price than their regular items
this is done so keeping in mind that the ingredients, packaging, targeting and
marketing all have been done in a premium way. There is not much Optional
pricing product included with these items so the price remains as it is on its
own. Still, there are 3rd parties like partnerships with cafes and other healthy
meal providers with whom if incorporated an additional amount in the pricing
will surely be added. A bundle pricing is a must for these products as it can
already be seen that a bundle pack for 24 Protein Bars is already being
provided at a reduced price of BDT 1850. In the future, an elevate bundle of
assorted protein bars and oatmeal cookies is to be made at a discounted price
for gifting purposes.

3. Price Quantity discount is already being provided at bulk the large bundle packs.
Adjustments Product form pricing is being used for Protein Bars as different sizes are
given at discounted rates to encourage people to buy the larger packs all the
time to get more value for money and also more varieties of famous in one
pack. Psychological reference pricing is done through shelving when our
products will be kept beside the cookies and bars of international brands like
M&S, Tesco, etc. thus automatically, these will look more affordable in
comparison to those. We can also offer Segment pricing offers like if you
bring your grandparents to the store, you will get a “15% discount” and a
ceratin 7% discount for all “gym-goers if you can show your membership
card”. 

4. Price Our new products already should have a high perceived value in the market
Changes due to unique value proposition and modern marketing tactics. But in the
future, for any decline or change in the price, we may choose to increase price
and value to change brand positioning and also offer reduced-price for Cajun
Toasts, while keeping in mind that we are not starting a price war. As for
price sensitivity, the switching costs will be high for customers as they will
mostly find international brands with high-priced products and they are

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 spending a small portion of their income on the local ones.

 
Our motto will always be to maintain transparent pricing with our customers, retailers, and
wholesalers. While ensuring that we have a competitive pricing strategy set and not going for
price wars we’ll run regular checks on retailers to ensure that they are deceiving the customers in
any way by charging high prices. We will run regular and surprise surveys by our representatives
to ensure that that they are not charging above MRP rate. We can ensure another checkpoint
through having an online compliant form ready, where our customers can log into our website
and social media to fill the form about any unfair charges, on which legal actions will be taken
immediately. 
 
EXISTING PRODUCT PRICE CHANGES 
While most of our current offerings are charged an optimum level of pricing after being in this
saturated market for years, there are 2 products that could use some changes-

Product Justification

Ispahani As per the market survey, it was seen that competitors like Olympic sell 250
Premium Toast- grams at 50 BDT, thus it can be seen that competitors are charging a
320 grams - relatively high price for a lesser quantity of products, so in this case, we
BDT 50 suggest increasing Ispahani Premium Toast price to BDT 55 for 320grams,
as it will be perfect given the competition in the market and the perceived
value will also not be heard in any way.

Ispahani Sweet While the price of this toast is at par with competitors but it has some scope
Toast-200 to be reduced without causing any negative effects on the costs and
grams- BDT 35 perceived value. It is seen that competitors like Kishwan sell similar toast at
60 BDT for 300 grams. Thus if 200 grams of the same quality of biscuit is
sod at BDT 30 then people will get more for a lesser value. In this saturated
market, where people do not have high switching cost and multiple options,
they will gladly switch to Ispahani.

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2.2 G. Distribution

1) Distribution Channel:

We intend to implement a multi-channel distribution system, as most of our Ispahani products

along with the new protein bar “Elevate” and “Premium Cajon Toast” are fast moving consumer
goods, which will have a high demand in the market, as people are looking for a nutritious yet
healthy quick snack solution within their affordability.
Ispahani will face difficulty to produce these items directly and reach out to the end consumers.
Therefore, our Channel 1 will be including retail store in its distribution channel. Like the
modern emerging superstores, i.e., Meena Bazar, Shwapno, Unimart, Agora etc. Where
customers will be able to buy these products and meet their other domestic shopping requirement
with ease of payments.

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In addition, the Channel 2 will be used for pop up small store, for the ease of customers, as these
stores are close to their house, so that they can buy these oatmeal cookier and bar , and the new
cajon flavored toast from there as per their daily demand.
On the other hand, our Channel 3 is for our B2B customers, e-commerce website or app, like
Chaldaal, Foodpanda’s Pandamart etc. who will buy these products in bulk. Here our business
distributor will serve these products to the business clients, who will use these products to serve
clients as per their order or for employees, gift basket and other purposes
2) Distribution Strategies

Strategies Justification

Intensive Strategy As we have brought one product line Cajun toast by focusing
on the fitness segment, an intensive strategy will be followed
to distribute the product. In an intensive strategy, the toast
will be distributed in departmental stores, local stores and
through websites. It will also be targeted to mass consumers
at a low price.

Selective Distribution We will be bringing Elevate oatmeal cookies and protein

bars for the premium line. For this premium line, we will be
following selective distribution because this will be sold in
mid to high retail outlets like Unimart, Meenabazar,
Wholesale Club, Lavender, Dhali and through websites.
These products will be targeted to selective people who can
afford high priced food products.

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 3) Navigation Model:

Ispahani Foods Ltd. wants to make sure that the protein bars from
Elevate are widely available in all major areas as we are implementing
Reach the multichannel distribution structure and intensive strategy. By making
the products available at local shops, super shops, vending machines and
through e-commerce platforms will help the brand to reach a wider range
of consumers in the mass market. Also, by selling through the Ispahani
app and website we can make sure the products are always available and
easily accessible making it convenient for our TG to purchase without
any hassle. This will help to maximize our overall coverage and
significantly increase our reach.

Ispahani Food Limited can increase its richness by constant community

engagement through online and social media platforms. Through this
Richness activity they would be aware of the client's current demand and need,
they would also know how they are liking the current product offerings
and if anything requires any changes and would be able to tailor their
product accordingly that suits their target group the best.

Ispahani Food Limited can increase its richness by constant community

engagement through online and social media platforms. Through this
Richness activity they would be aware of the client's current demand and need,
they would also know how they are liking the current product offerings
and if anything requires any changes and would be able to tailor their
product accordingly that suits their target group the best.

Our 3 products which are protein bars, oatmeal cookies and Cajun toast
Range would be available in our app, our own website, Chaldaal website , super
stores like Unimart, Shwapno, Agora, Meenabazar, Wholesale Club. In
terms of purchase and payment option, if consumers are buying from
websites or our app, there will be cash on delivery option, or bkash
payment option. Cashless payment has also become very popular
nowadays, so people can just buy the bars from the stores by scanning
the code from bkash for cashless payment.

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 2.2 H. IMC Campaign Plan

Specifics Sales PR Digital Interactiv Direct TVC Support Print

Promo Marketi e Marketin Media Media/
ng Marketing  g TV/
Radio
  Ads

Awarenes 85% 75% 85% 45% 40%  35%  55% 35%

s
4 3 months 8 2 months 2 months 3 4 5 months
months months months months

Interest 80% 65% 80% 40% 35% 30% 40% 25%

4 3 months 8 2 months 2 months 3 4 3 months

months months months months

Evaluatio 70% 55% 70% 35% 30% 25% 35% 25%

n
4 3 months 8 2 months 2 months 3 4 3 months
months months % months months

Trial 50% 45% 60% 25% 20% 20% 20% 15%

  4 3 months 8 2 months 3 months 3 3 3 months

months months months months

Adoption 40% 35% 45% 15% 15% 15% 15% 10%

4 3 months 8 2 months 3 months 3 3 months 2 months

months months months

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 i. IMC Objective Table:

6-Months IMC Budget (in brief)

Promotional Tools Estimated Total Cost (BDT)

Content development 25,00,000

Sales Promotion 15,50,000

TV Ad 5,50,000

Digital content boost (weekly) 6,00,000

Print Ad 4,50,000

Digital Kiosk (3) 4,00,000

Affiliation 8,00,000

SEO/PR 4,50,000

Event 5,00,000

CSR 4,50,000

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 Website Development 3,00,000

Total 85,50,000 BDT

ii. Media Mix: Our core media mix tools are listed on the following table,

Type of Sub types Platforms Placement Timing of Daily Time Frame of

Media media airing the ad Frequency y the
vehicle campaign
Persona l SMM FB Ispahani Food Evening 80% 1year
Ltd
You tube Ispahani Random 70% 1year
Elevate
Mobile App based Ispahani Food Random 60% 1year
Marketing advertiseme Ltd
nt
Others Google, E-commerce Continuous 65% 1year
yahoo sites
Type of Sub Platforms Channels Spot Placement Timing of Dail y Time
Media types /Publication ad media airing the Freq Frame of
timing vehicle ad the
campaign
Non- Electro nic TV Channel i 30 Between Evening, 10 4
Persona l sec drama Night months
shows/
News
RTV 30 Between Evening 10 5
sec Drama months
show
Radio Radio 15 Traffic & Morning 15 3months
Foorti sec News Afternoo
Radio 15 Updates n 15 2
Today sec months
Print News Daily Star Front & 1/ 6
Paper Back page w eek months
Prothom Alo 6
months
Magazine ICE Today Front 1/ 6
page mont months
h

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 The Star Back 1/ 5
page month months
Support billboard, Motijheel, 80% 1 year
Media walls, public Airport
property Road, Bijoy
poster) Shoroni
Dhanmondi

iii. Interactive Static Content Marketing

Interactive Teaser Content before product reveal

Before launching our new products – Premium Cajun Toast, Oatmeal cookies, and Protein bars,
we will upload such mystery contents on Facebook and Instagram and encourage followers to
guess the name of the product. The caption will mention that 100 random lucky commentors who

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guessed the right answers will receive an exciting gift basket full of Ispahani Foods Ltd.
Products, thus making this content series a giveaway campaign.

Interactive product reveal content

Once the products are launched, we will run social media campaign on Facebook and Instagram
that is a sequel of the mystery content and is characterized by the same environment. This
campaign will be made in partnership with Chaldal.com, and the static contents will be made
interactive by including a QR code, that followers scan to be taken directly to the page in Chaldal
from which they can order Ispahani Premium Cajun Toast. (Note: The QR code in the picture
actually works. Try it!). It is also ensured that the USPs are clearly highlighted in the picture, and
the overall environment gives the viewer a positive mood lifting feeling that has an emotional
appeal to those who love their afternoon/evening tea.

Interactive Quiz Content

During the interest and evaluation phases, we will upload weekly quiz contents to engage
interactions and discussions in the comment section. There will even be scopes for a handful of
people to win a 1-month subscription of protein bars by participating in these quizzes. They’ll
not only make use of think marketing to ask challenging questions, but also ask easy and fun
questions about what the users like to do to make them feel important. We will ensure that the
USPs of the product are highlighted in every quiz and that the background gives them an
energizing or positive feeling.

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 Interactive Content that encourages tagging

Content that encourages people to tag their friends in the comments section are quite popular,
especially among the young audience. If we look at the comments section of any restaurant’s
posts, we can see young people tagging each other and asking them for a treat, or saying that

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they should eat the food together. This type of content will encourage just that, through the
emotion of social appeal. We will upload this on Facebook and again ensure that USPs are
clearly visible.

Content that takes audience to a calorie calculator

Anyone who is health conscious and does minimal research on how dieting works, will come
across the fact that our body loses weight when we burn more calories than we consume.
Furthermore, we need to ensure that we are eating the right ratio of protein, carbohydrates, and
fat to lose/gain weight in a healthy and sustainable way. This content will have a caption that will
give the audience a link to a free macro calculator (on the Ispahani Foods Website) where they
can input their information and get an accurate recommended number of calories they should eat
every day, along with their recommended macro nutrient ratio.
Timeline
  Month
Content January February March April May June
Teaser            
Product Reveal with QR            
Tag your friend
Interactive Quiz Content            
Interactive calculator            

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iv. INTEGRATE B2C SALES PROMOTION KEYS
For our newly introduced products, a b2c pull marketing strategy is to be kept in the loop
following a given predetermined timeline-

Timeline Type of marketing Detailed plan

strategy/Promotion

Introductory Coupons A bonus coupon scratch card is to be given inside

phase- High the Mirzapore Tea pack for Elevate bars. Since
budget & severe this tea is their highest selling product, people
promotion  getting the coupon will be more enthusiastic to
buy the Elevate Bars on their next purchase. The
Immediate, lucky coupon winners will get an “up to 10%
Induced trail discount” scratch card inside multiple packets. 

Introductory Samples Free samples of the Elevate Oatmeal cookies will

phase- High be given at multiple points of purchase and also
budget & severe along with partnered businesses. First will be
promotion super shops like Unimart, Meena Bazar, Swapno
where free samples of the cookies will be given to
Immediate, customers for tasting and encouraged to buy them
induced trail on spot. Next, free samples will also be provided
by our partners like “Lean Nation”, “Feed Me”
who will send their daily subscribers 2 pieces of
our oatmeal cookies along with their regular
meals to know of their feedback and also
suggestion of keeping it in the permanent menu.

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Timeline Type of marketing Detailed plan
strategy/Promotion

Growth stage- Crush-ruff Premium A crush-ruff premium strategy will be applied

relatively high by linking two products in one. That is,
budget and Ispahani’s Tea collection will be merged with
competitive their Premium Bakery products- mainly the
positioning Cajun Toast. As it compliments tea hugely so
with every pack of Cajun Toast, small bags of
Immediate, Tea will be free.
customer retention
 Another instant premium to e provided is with a
jumbo pack of Elevate protein bars, we will give
free plastic shakers and with oatmeal cookies,
we will give measurement cups. Fitness
enthusiasts will gain more confidence in the
products through these tactics. 

Growth stage- Self-liquidating A discount code of “5%”, will be provided to

relatively high premium customers on the purchase of elevating products
budget and which will enable them to redeem these coupon
competitive n their next purchase from “Lean Nation” &

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positioning “Feed Me”. 
Delayed, build
brand equity

Timeline Type of marketing Detailed plan

strategy/Promotion

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Maturity Contests/sweepstakes  Elevate will hold multiple online and offline contests
stage- in the future keeping pandemics into consideration.
Reminder of A fitness contest will be held on weightlifting and
existence other showcases where prize money and an “Elevate
Gift Hamper” will be given to the winners. Another
Delayed, “Snack with Cajun” online social media contest will
build brand be held where people will keep their own version of
equity different snacks using our Premium Cajun Toast.
This will ensure a lot of reaches as people will make
the items and post the pictures by tagging us, and
their friends in the comments section s well. This
interactive competition winner gets a prize from the
Ispahanni group, features him/her along with the
dish, and is given a Premium Bakery Items hamper.

Maturity Event Sponsorship Multiple events from NSU will be sponsored by us,
stage- using Elevate as their main brand and media partner,
Reminder of for example- NSU Cricket League, NSU football
existence league, NSU inter-university sports carnival, Ad
maker Bangladesh, econ-prodigy, and Optimity.
Delayed,
build brand
equity

Timeline Type of marketing Detailed plan

strategy/Promotion

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 Decline Stage- Bonus pack When at some point if a declining phase is noticed
Little budget for the Premium Cajun Toast then a 25% bonus/extra
for promotion packages will be offered to the customers in order to
refresh their memories about the existence of the
product through deals and encouraging previous
patterns of purchase.

v. Integrate Digital Marketing Strategies

Banner Ads
According to a study done by Nielsen in 2013, banner ads are now the least trusted type of online
advertisement and in some cases, even traditional newspaper and magazine offline ads convert
better. Another study by Bannersnack revealed that 54% people using the internet refrain from
clicking on Banner ads due to a lack of trust. Therefore, this type of ads will receive the least
allocation of time, budget and effort when executing the IMC campaign for Ispahani’s new
products. Banner ads will be displayed only in a handful of websites where it is very likely to get

a high click through rate. One example is the banner ads in Chaldal.com
We will run banner ads in such websites because most website visitors are actual customers who
are highly likely to purchase products as opposed to visitors in other websites, who have to be
put through an entire marketing funnel, to be converted from a lead to a customer.
Search Engine Optimization
Ispahani Foods main competitors are Pran and Olympic, which are traditional companies who
produce low involvement products and therefore do not focus much on digital marketing,
especially SEO. Therefore, there is big opportunity for Ispahani to rank 1st on virtually keyword
search related to bakery items and even healthy foods. To take advantage of this gap, we can do
extensive keyword research using Google Search Console and Ahrefs Keywords Explorer. The
relevant keywords can be incorporated into blog articles within the Ispahani Foods Ltd website,

54 | P a g e
that not only will contain articles with optimized keywords just for the sake of ranking, but also
articles that will genuinely answer questions that people have about nutrition.

For the Premium Cajun toast, a food blog section will be started where every 2 weeks we will
publish different recipes to make different fun dishes with the Cajun toast. The recipe articles
will be optimized with most searched keywords, which will further boost the ranking.

Pay Per Click Advertising

We will only be running Google Ads for PPC, since there will not be a high return on investment
on other search engines. For all keywords related to protein, protein bars, healthy snacks, and
healthy cookies, our PPC ads will run continuously for 6 months, with 3 reviews in between to
review the Ad analytics and make any necessary changes such as adding/deducting more
keywords, allocating more budget, etc.
Facebook

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As mentioned in the interactive static content section, we will initially start with teaser content
before the physical launch event of our new products. In previous versions of Facebook, it would
have made the most sense to use the ‘Raise Engagement’ objective when boosting these posts.
However, Facebook ads manager keeps changing frequently and the following are the latest
available objectives:

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For teaser content, we will run ‘Boost a Post’ goal and try to reach the maximum audience. So,
we will not be doing interest-based targeting. Rather, we will only target using age range (15-35)
and location (major cities) based targeting. For the product reveal content, we will use ‘Get more
visitors to your website’ goal and apply similar targeting. The objective will be to direct users to
the Chaldal page where our new products are displayed so that they can be bought easily.

The macro calculator content will also have ‘Get more visitors to your website’ goal but in this
case, we will do interest-based targeting besides demographic targeting. We will target people
who like the popular Bangladeshi Gym pages such as Ruslan’s Studio and Iron Nation Fitness

Bangladesh.

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During the entire month of Ramadan, we will upload both prerecorded episodes and do special
live events of a show called ’30 Cajun toast recipes with Keka Ferdousi’ through both our
Facebook page and Youtube channel.

Instagram
We all know how the ‘Instagram feed’ works. When pages have large 9 content blocks of similar
color themed content, the feed looks very attractive. Furthermore, customers love brands that
upload user generated content. Therefore, we will welcome user generated content (related to
fitness journey) every 3 months and ask our followers to send their pictures and captions via
direct messages. The best 9 contents will be chosen and edited to have the same theme and be
uploaded through the Elevate Instagram page. Thus, every 3 months, the feed will have 9 content
blocks of user generated content.

Besides, we will partner up with the following Instagram influencers:

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All of them will create recipe and informational content regarding our Protein Bars and Oatmeal
cookies every month and they must put either their special coupon code, such as “RUSLAN10”
or their special affiliate link in the caption. We will do affiliate marketing by making these
influencers our affiliates and giving them affiliate links and coupon codes. Whenever someone
purchases our products with these coupon codes or through their affiliate links, they will get a
certain percentage of commission from the units sold.
Referral marketing: Every 3 months, we will do gift hamper giveaways through announcement
posts on both Facebook and Instagram. Customers will have to share the content, and tag 5
friends in the comments sections to qualify. These acts can rapidly spread word of mouth.
Youtube
We will create a series called “Chaa and Toast with Choto Azad” for Youtube, which will
consist of 15-20 min videos where several types of celebrities such as cricketers, youtubers,
actors, etc are called for fun and casual interviews, and the host will be the popular youtuber Asif
Bin Azad. In between conversations, the celebrities will talk a little bit about Ispahani’s new
products.

Youtube Shorts and Tiktok: We will also upload 5-10 second quick recipe and fitness Youtube
shorts and Tiktok videos on Youtube and Tiktok respectively.

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vi. Integrate PR Strategies (CSR, SEO PR and Launching event)

Corporate social responsibility (CSR)

For the brand’s CSR strategies, we have to think about long-term plans which show that we are
constantly worried about society and people while getting a positive image out there in the
public. We focus on the motto- “With Ispanhani Elevate, we elevate your life”. Our promotional
strategies have to be cause-related. We will be collaborating with a renowned local non-
governmental organization (NGO) that is BRAC and also with Bidyanondo Foundation by
providing 1% of sales profit from our Elevate- Protein Bar for the betterment of underprivileged
people. Another one of our main focuses will be on giving 5 takas from sales of every Elevate
Oatmeal cookies to “ 1 taka r ahaar”, to provide  meal for the unprivileged.

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SEO PR
In internet marketing criteria one of the main focuses within SEM is through SEO marketing. We
will ensure the generation of multiple articles, blogs, reviews, and published writings about all
the promotional activities related to Elevate to be filled with keywords that are to take from
“google trends, google search console, keywords everywhere”. Also, our items will be listed on
every online store so that whenever a person searches “protein bars”, “cajun”, ‘Toast’,
“Cookies”, “Oatmeal", our products will be the first ones to pop up on the list. This will also help
us when different influencers, journalists, and customers talk about our products and their USPs
using our customer hashtags #. 
For example- Stn Sameena is one of the top fitness Influencers of Bangladesh. Her fitness
enthusiasm just goes perfectly hand in hand with our Elevate Protein Bars. She is followed by a
large number of fitness enthusiasts on her social media, so she will post our product details
regularly and will provide a positive review of our Protein Bars. Also, she will tag our Social
media pages. Different hashtags will be used which will bring more traffic to our social media.
We will also endorse Ruslan Hossain who is a nutrition specialist.

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Launching Event
In the launching event we will be hosting a “Gala High-Tea”, since all our items are snack-based
it will be the most optimum way of launch. The event will be held with a minimum number of

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people like journalists, influencers, our brand promoters, fitness enthusiasts, celebrities, and
internal members of our brand due to the pandemic but for the consumers, we will telecast the
event live through our social media pages and website. During the live event, people can
participate in the quiz session through our Facebook page and can win gifts.

For the launching event promotion, we will use some pre and post-launch campaigns-

Social Media Advertisement- Social media advertisement will be done in both post and pre-
event situations where people will be posting pictures of their presence and received goodies
along with hashtags.

Decentralized kiosks and experience centers- We will have small kiosks in multiple super-
stores and if the university campus opens by the launch event in safe circumstances, we will have
experience booths, where games will be played to win free goods from us and even 1 lucky
winner getting a ticket to launch event. 

3d billboards- We will be using 3d billboards shaped like our protein bars in different places.

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Mobile billboard on vans- Our mobile billboard in vans will move from one place to another to
gain customers’ attention.

Aerial Advertisement-Air balloons in different traffic places of Dhaka.

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Display Ads (online) – For online promotion, we will be using various websites to put display
ads.

vii. Mobile app features

App Main Feature Augmented Feature

Product Details-In Ispahani Food app there Games- Customer can play different virtual
will be details of all food items offered by board games with community or friends and
Ispahani foods along with visuals. can gain points.

Price Details- Price details will also be given. Share Ispahani food moments- Customers
can share moments with Ispahani foods and
can gain points.

Promotion- Using the user Id in Ispahani Scan in detail- Customer can scan our foods
Food app customers can gain rewards points through our app to get more information of
and using those points customer can get ingredients and nutrition.
discounts or special offers. Also current

65 | P a g e
promotions of Ispahani foods will be shown
with visuals.

Distribution Details and Online order- New foods items notify- Customers can get
Customer can choose custom shops and order notification of new foods from Ispahani
through our apps and pay online. before launching and can get special
coupons.

Online Payment- Different offers will be Navigator- Customers can navigate nearest
available in different times with mobile store which sells Ispahani Foods by using
financial services. the app.

Chat Window- Users can chat or contact us

anytime also can provide necessary feedback.

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67 | P a g e
viii. Website

For Ispahani food ltd we have tried to design a minimal simple user friendly website.
Basic Landing page with different tabs.

In the’s new section we have included our new items so that the customers can easily know.

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In the event section customers can see different promotion events.

We have also included Physical store option, so that customers can visualize our store and locate
easily.

Website Link - https://asifkhan02.wixsite.com/ispahani-foods-ltd

69 | P a g e
2.2 I. Physical Evidence
We will have our own Food store named by ‘Ispahani Food Store’ where customers can find all
our items and can experience them with a nice environment.

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We will also have an exhibition stands in different super shops and malls for our new products,
so the customers can easily experience our new products.

In retailer shops we will set nice and attractive product placement to catch customer attention.

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REFERENCES

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bangladesh
2) The Financial Express. (n.d.). Bangladesh’s bakery and confectionary industry grows to
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grows-to-meet-local-demand-entirely-1616130602
3) What is the customer pyramid model? Data Axle Genie. (2020, August 25).
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4) Research, P. M. (n.d.). Global protein Bars Market: Industry analysis & Forecast: Persistence
market Research (PMR). Persistence Market Research.
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5) ltd, M. D. F. (2021). Protein bar market Growth, Trends, Size, share and forecast to 2026.
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7) (Connolly, 2014)
Connolly, B. G. and K. (2014, October 29). Manage your work, manage your life. Harvard
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8) Islam, A., Rahman, A., & Nisat, R. (2021, April 5). The impact of Covid-19 pandemic on
small and medium enterprises in Bangladesh. BRAC Institute of Governance and
Development. https://bigd.bracu.ac.bd/publications/the-impact-of-covid-19-pandemic-on-
small-and-medium-enterprises-in-bangladesh/.
9) Small businesses in Bangladesh: What does 2021 have in store? Youth Business
International. (n.d.). https://www.youthbusiness.org/resource/small-businesses-in-
bangladesh.
10) Ralph. (2021, May 21). Bangladesh: Economy. Asian Development Bank.
https://www.adb.org/countries/bangladesh/economy.
11) Wardad |, Y. (2021, March 19). Bangladesh’s bakery and confectionary industry grows to meet
local demand ‘entirely.’ The Financial Express.
https://thefinancialexpress.com.bd/trade/bangladeshs-bakery-and-confectionary-industry-
grows-to-meet-local-demand-entirely-1616130602
12) Foods. Retrieved 7 August 2021, from https://www.ispahanibd.com/foods/
13) Ispahani title sponsor of Ban-Zim series. (2021). Retrieved 7 August 2021, from
https://www.thedailystar.net/sports/news/ispahani-title-sponsor-ban-zim-series-2109729

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APPENDIX
Survey Results
In order to have a better understanding of our TG and the current situation of the market we have
conducted a survey among 40 people.

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PEER EVALUATION
1. Your Name : Rownak Haider
Assignment: MKT ___460_____Final Report on __ISPAHANI GROUP
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Group Group Group Group Group

Membe Memb Memb Membe Memb Membe Membe
r #1 er #2 er #3 r #4 er #5 r #6 r #7
Name: Name: Name: Name: Name: Name: Name:
Nowsh Abrar Rafael
Ramis Raksh een Mahir Sirajis Ahmed
Asif a anda Tabass Ahme Salekin
Hassan Shaha Soria um d
Khan naz Samad

1. Did his/her fair share of the 5 5 5 5 5 5 5

work that was required
2. Cooperated with other group 5 5 5 5 5 5 5
members
3. Shared responsibilities and 5 5 5 5 5 5 5
did not try to take charge
inappropriately
4. Completed his/her share of 5 5 5 5 5 5 5
the work on schedule
5. Always submitted his/her 5 5 5 5 5 5 5
best
effort
6. Communicated thoughts and 5 5 5 5 5 5 5
feelings effectively
7. Was always well prepared for 5 5 5 5 5 5 5
meetings and the actual
presentation.
8. Participated in, and 5 5 5 5 5 5 5
contributed to, all relevant

78 | P a g e
 discussions
9. Attended group meetings 5 5 5 5 5 5 5
when required to do so.
10. I would choose this person, 5 5 5 5 5 5 5
over all others, to be in the
same group with me in the
future.

The average for this person (1 to 5): ____5______5 ___5_______5__ ____5_____5__

______5_____
(Round average for each group member to two decimal places, e.g. 4.25)

Your Name : Ramisa Shahanaz

Assignment: MKT _____460___Final Report on __Mid Report________________
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Grou Grou Grou Grou Grou Grou Grou

Memb p p p p p p p
er #1 Mem Mem Mem Mem Mem Mem Mem
Name: ber ber ber ber ber ber ber
Rowna #2 #3 #4 #5 #6 #6 #7
k Name Name Name Name Name Name
Haider :Rami : Asif :Now : : Siraji :
sa Hasa sheen Rakh Rafae s Abrar
Shaha n Tabas shand l Salek Mahir
Khan sum a Ahme in Ahme
Sama d d
d
Anus
ha
1. Did his/her fair share of the 5 5 5 5 5 5 5 5
work that was required
2. Cooperated with other group 5 5 5 5 5 5 5 5
members
3. Shared responsibilities and did 5 5 5 5 5 5 5 5
not try to take charge
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 inappropriately
4. Completed his/her share of the 5 5 5 5 5 5 5 5
work on schedule
5. Always submitted his/her best 5 5 5 5 5 5 5 5
effort
6. Communicated thoughts and 5 5 5 5 5 5 5 5
feelings effectively
7. Was always well prepared for 5 5 5 5 5 5 5 5
meetings and the actual
presentation.
8. Participated in, and 5 5 5 5 5 5 5 5
contributed to, all relevant
discussions
9. Attended group meetings 5 5 5 5 5 5 5 5
when required to do so.
10. I would choose this person, 5 5 5 5 5 5 5 5
over all others, to be in the same
group with me in the future.

The average for this person (1 to 5): __ ____ _______ __________ ______
(Round average for each group member to two decimal places, e.g. 4.25)

Your Name : Sirajis Salekin

Assignment: MKT __460___Final Report on Ispahani foods limited____

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Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Grou Grou Grou Grou Grou Grou

Memb p p p p p p
er #1 Mem Mem Mem Mem Mem Mem
Name: ber ber ber ber ber ber
Abrar #2 #3 #4 #5 #6 #7
Mahir Name Name Name Name Name Name
Ahme : : : : Asif : :
d Rafae Rown Raks Hasa Rami Nows
l aq handa n sa heen
Ahme Haide Sama Khan Shah Tabas
d anaz sum
d r Anus
ha

1. Did his/her fair share of the 5 5 5 5 5 5 5

work that was required
2. Cooperated with other group 5 5 5 5 5 5 5
members
3. Shared responsibilities and did 5 5 5 5 5 5 5
not try to take charge
inappropriately
4. Completed his/her share of the 5 5 5 5 5 5 5
work on schedule
5. Always submitted his/her best 5 5 5 5 5 5 5
effort
6. Communicated thoughts and 5 5 5 5 5 5 5
feelings effectively
7. Was always well prepared for 5 5 5 5 5 5 5
meetings and the actual
presentation.
8. Participated in, and 5 5 5 5 5 5 5
contributed to, all relevant
discussions

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 9. Attended group meetings 5 5 5 5 5 5 5
when required to do so.
10. I would choose this person, 5 5 5 5 5 5 5
over all others, to be in the same
group with me in the future.

The average for this person (1 to 5): ___5___5____ __5______5____ 5___ 5______5__
___________
(Round average for each group member to two decimal places, e.g. 4.25)

Your Name: Rafael Ahmed

Assignment: Mid-Term
MKT460
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Grou Grou Grou Grou Grou

Member Membe p p p p p
#1 r #2 Mem Mem Mem Mem Mem
Name: Name: ber ber ber ber ber
#3 #4 #5 #6 #7
Abrar Nowshe Name Name Name Name Name
Mahir en : : : : :
Ahmed Tabassu
m Rown Asif Rami Raks Siraji
ak Hassa sa handa s
Haide n Shaha Soria Salek
r Khan naz Sama in
d
1. Did his/her fair share of 5 5 5 5 5 5 5
the work that was required
2. Cooperated with other 5 5 5 5 5 5 5
group members
3. Shared responsibilities and 5 5 5 5 5 5 5
did not try to take charge
inappropriately

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 4. Completed his/her share of 5 5 5 5 5 5 5
the work on schedule
5. Always submitted his/her 5 5 5 5 5 5 5
best effort
6. Communicated thoughts 5 5 5 5 5 5 5
and feelings effectively
7. Was always well prepared 5 5 5 5 5 5 5
for meetings and the actual
presentation.
8. Participated in, and 5 5 5 5 5 5 5
contributed to, all relevant
discussions
9. Attended group meetings 5 5 5 5 5 5 5
when required to do so.
10. I would choose this 5 5 5 5 5 5 5
person, over all others, to be
in the same group with me in
the future.

The average for this person (1 to 5): 5, 5, 5, 5, 5, 5, 5

Your Name: Abrar Mahir Ahmed

Assignment: Mid-Term MKT460

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Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Grou Grou Grou Grou Grou

Member Membe p p p p p
#1 r #2 Mem Mem Mem Mem Mem
Name: Name: ber ber ber ber ber
#3 #4 #5 #6 #7
Rafael Nowshe Name Name Name Name Name
Ahmed en : : : : :
Tabassu
m Rown Asif Rami Raks Siraji
ak Hassa sa handa s
Haide n Shaha Soria Salek
r Khan naz Sama in
d
1. Did his/her fair share of 5 5 5 5 5 5 5
the work that was required
2. Cooperated with other 5 5 5 5 5 5 5
group members
3. Shared responsibilities and 5 5 5 5 5 5 5
did not try to take charge
inappropriately
4. Completed his/her share of 5 5 5 5 5 5 5
the work on schedule
5. Always submitted his/her 5 5 5 5 5 5 5
best effort
6. Communicated thoughts 5 5 5 5 5 5 5
and feelings effectively
7. Was always well prepared 5 5 5 5 5 5 5
for meetings and the actual
presentation.
8. Participated in, and 5 5 5 5 5 5 5
contributed to, all relevant
discussions
9. Attended group meetings 5 5 5 5 5 5 5
when required to do so.
10. I would choose this 5 5 5 5 5 5 5

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 person, over all others, to be
in the same group with me in
the future.

The average for this person (1 to 5): 5, 5, 5, 5, 5, 5, 5

Your Name: Nowsheen Tabassum

Assignment: Mid-Term MKT460
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Grou Grou Grou Grou Grou

Member Membe p p p p p
#1 r #2 Mem Mem Mem Mem Mem
Name: Name: ber ber ber ber ber
#3 #4 #5 #6 #7
Abrar Rafael Name Name Name Name Name
Mahir Ahmed : : : : :
Ahmed
Rown Asif Rami Raks Siraji
ak Hassa sa handa s
Haide n Shaha Soria Salek
r Khan naz Sama in
d
1. Did his/her fair share of 5 5 5 5 5 5 5
the work that was required
2. Cooperated with other 5 5 5 5 5 5 5
group members
3. Shared responsibilities and 5 5 5 5 5 5 5
did not try to take charge
inappropriately
4. Completed his/her share of 5 5 5 5 5 5 5
the work on schedule
5. Always submitted his/her 5 5 5 5 5 5 5
best effort

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 6. Communicated thoughts 5 5 5 5 5 5 5
and feelings effectively
7. Was always well prepared 5 5 5 5 5 5 5
for meetings and the actual
presentation.
8. Participated in, and 5 5 5 5 5 5 5
contributed to, all relevant
discussions
9. Attended group meetings 5 5 5 5 5 5 5
when required to do so.
10. I would choose this 5 5 5 5 5 5 5
person, over all others, to be
in the same group with me in
the future.

The average for this person (1 to 5): 5, 5, 5, 5, 5, 5, 5

Your Name: Asif Hasan

Khan
Assignment: Mid-Term
MKT460
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Grou Grou Grou Grou Grou

Member Membe p p p p p
#1 r #2 Mem Mem Mem Mem Mem
Name: Name: ber ber ber ber ber
#3 #4 #5 #6 #7
Abrar Nowshe Name Name Name Name Name
Mahir en : : : : :
Ahmed Tabassu
m Rown Rafae Rami Raks Siraji
ak l sa handa s
Haide Ahme Shaha Soria Salek
r d naz Sama in

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 d
1. Did his/her fair share of 5 5 5 5 5 5 5
the work that was required
2. Cooperated with other 5 5 5 5 5 5 5
group members
3. Shared responsibilities and 5 5 5 5 5 5 5
did not try to take charge
inappropriately
4. Completed his/her share of 5 5 5 5 5 5 5
the work on schedule
5. Always submitted his/her 5 5 5 5 5 5 5
best effort
6. Communicated thoughts 5 5 5 5 5 5 5
and feelings effectively
7. Was always well prepared 5 5 5 5 5 5 5
for meetings and the actual
presentation.
8. Participated in, and 5 5 5 5 5 5 5
contributed to, all relevant
discussions
9. Attended group meetings 5 5 5 5 5 5 5
when required to do so.
10. I would choose this 5 5 5 5 5 5 5
person, over all others, to be
in the same group with me in
the future.

The average for this person (1 to 5): 5, 5, 5, 5, 5, 5, 5

Your Name: Rakshanda

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 Soria Samad
Assignment: Mid-Term
MKT460
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Grou Grou Grou Grou Grou

Member Membe p p p p p
#1 r #2 Mem Mem Mem Mem Mem
Name: Name: ber ber ber ber ber
#3 #4 #5 #6 #7
Abrar Nowshe Name Name Name Name Name
Mahir en : : : : :
Ahmed Tabassu
m Rown Asif Rami Rafae Siraji
ak Hassa sa l s
Haide n Shaha Ahme Salek
r Khan naz d in

1. Did his/her fair share of 5 5 5 5 5 5 5

the work that was required
2. Cooperated with other 5 5 5 5 5 5 5
group members
3. Shared responsibilities and 5 5 5 5 5 5 5
did not try to take charge
inappropriately
4. Completed his/her share of 5 5 5 5 5 5 5
the work on schedule
5. Always submitted his/her 5 5 5 5 5 5 5
best effort
6. Communicated thoughts 5 5 5 5 5 5 5
and feelings effectively
7. Was always well prepared 5 5 5 5 5 5 5
for meetings and the actual
presentation.
8. Participated in, and 5 5 5 5 5 5 5
contributed to, all relevant

88 | P a g e
 discussions
9. Attended group meetings 5 5 5 5 5 5 5
when required to do so.
10. I would choose this 5 5 5 5 5 5 5
person, over all others, to be
in the same group with me in
the future.

The average for this person (1 to 5): 5, 5, 5, 5, 5, 5, 5

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