North-South University

Marketing 202
Section-8

Report On:
Smith & Jones Instant Noodles In Bangladesh

Submitted For:
Sherina Idrish (SeH)
Faculty Member
School of Business
North South University

Submitted By
Name
ID
Abu bakar siddique shad
1320620030
Faria ishrat
1321303030
Israt Jahan Dina
1311397630
Afia farzana Choity
1320106030
MD. Fouad Hasan
1320158030

23rd January, 2014

Department of Business
North South University.

Subject: Submitting the assignment on Smith & Jones Instant

Noodles.
Dear Madam
We are obliged to submit to you the assignment done by our group as
required for the fulfillment of the course MKT-202.
The report contains a study on the instant noodles of Smith & Jones
company. This study has been a great source of learning. We are looking
forward to more such opportunities to learn from you and we hope this
submission would meet your approval.

Sincerely
Abu bakar siddique shad (1320620030)
Faria ishrat(132130303)
Israt Jahan Dina (1311397630)
Afia farzana Choity (1320106030)
MD. Fouad Hasan (1320158030)

North South University

Dhaka, Bangladesh

Table of content
Part 1:
1.Research table
2.Graph using MS Excel

Part -2:
1.Company Overview
2. Defining The Target Market
3.Marketing Objective
4.Marketing Mix
4.a. Brand Positioning
4.b. Placement/Distribution
4.c. Product Mix
4.d. Promotional strategy
4.e. Pricing Strategy
4.f. Physical Evidence
5. Conclusion

Part 1
Research table & Graph
1.
a) Always
23%
Gender

b)Often 20%
a)male 50%

b)Female 50%

Age

b)21-35

Education

a)20 or below
25%
a)Student25
%
a)Primary 8%

Monthly
income
Family size

a)Below5K
8%
a)1-2 17%

Location

a)Dhaka
91%

Occupation

c)Sometimes 40%

59%

b)Service 42%
b)Secondary25
%
b)5k-25K 25%
b)3-4

41%

b)Chittagong

b) 4-6 times 40%

a)male 58%

c)36-50

8%

c)26K-45K

33%

17%

c)sylhet

d)51-65

e)Never

8%

e)above 65

d)Business8%

e)Others 8%

d)University67
%
d)46K-65K
17%
d)7-8
25%

e)Others

d)Khulna 9%

e)Brishal

e)Above 65k
17%
e)Above 8

On an average per week Ive quick meal

c)7-9 times 13%

b)Female 42%

d) Rarely 17%

c)Unemployed17
%
c)college0%

c)5-6

2.
a)1-3 times
40%
Gender

Quick meal is something I prefer

d) 10-12 times 7%

e) 12+ times
0%

Age
Occupation
Education
Monthly
income
Family size
Location

a)20 or below
25%
a)Student17
%
a)Primary17
%
a)Below5K
8%
a)1-2 8%

b)21-35

25%

a)Dhaka
92%

b)
Chittagong0%

b)Service 50%
b)Secondary17
%
b)5k-25K
25%
b)3-4 17%

3.
a)Morning
17%
Gender
Age
Occupation
Education
Monthly
income
Family size
Location

b) Late Afternoon 3%

c)Unemployed25
%
c)college 8%

b)Female 50%

a)20 or below
28%
a)Student33
%
a)Primary11
%
a)Below5K
11%
a)1-2 22%

b)21-35

a)Dhaka
77%

b)Chittagong
6%

50%

b)Service 33%
b)Secondary11
%
b)5k-25K 17%
34%

Gender

b) Cereal 3%

d)51-65

17%

e)above 65

d)Business 8%

e)Others 0%
e)Others

c)5-6 42%

d)University58
%
d)46K-65K
25%
d)7-8 33%

c)sylhet 0%

d)Khulna 8%

e)Brishal

c)26K-45K

34%

e)Above 65k
8%
e)Above 8

I usually have quick meals during rush hour

d)Late Night 3%

c)36-50

17%

c)Unemployed22
%
c)college6%
c)26K-45K
c)5-6

33%

27%

c)sylhet 6%

4.
a) Bread 37%

33%

c)Evening 60%

a)male 50%

b)3-4

c)36-50

e) No
Specific
Time 17%

d)51-65

5%

e)above 65

d)Business6%

e)Others 6%

d)University72
%
d)46K-65K
28%
d)7-8
17%

e)Others

d)Khulna 11%

e)Brishal

e)Above 65k
11%
e)Above 8

For a quick meal, I usually have

c)Roti/Paratha 27%

d)Rice 13%

e)Others
20%

a)male 64%

b)Female 36%
b)21-35 82%

c)36-50

b)Service 36%

c)Unemployed 9%

d)Business 18%

e)Others 9%

Education

a)20 or below
9%
a)Student28
%
a)Primary 0%

c)college0%

a)Below5K
10%
a)1-2 27%

c)26K-45K 36%

d)University73
%
d)46K-65K 18%

e)Others

Monthly
income
Family size

b)Secondary27
%
b)5k-25K 18%
b)3-4

c)5-6

d)7-8

Age
Occupation

46%

0%

18%

d)51-65

9%

9%

e)above 65

e)Above 65k
18%
e)Above 8

Location

a)Dhaka
82%

a)BDT 10-20
60%
Gender

b)BDT 21-30
a)male 56%

b)Female 44%

Age

a)20 or below
5%
a)Student11
%
a)Primary22
%
a)Below5K
22%
a)1-2 28%

b)21-35 90%

c)36-50

b)Service 50%

c)Unemployed11
%
c)college0%

a)Dhaka
90%

b)Chittagong
5%

Occupation
Education
Monthly
income
Family size
Location

b)Chittagong
9%

c)sylhet

9%

d)Khulna 0%

5. My average budget for a quick meal is

20%
c) BDT 31-40 17%
d) BDT 41-50

b)Secondary33
%
b)5k-25K 33%
b)3-4

28%

5%

13%

d)51-65

0%

d)Business11%

c)26K-45K 22%

d)University45
%
d)46K-65K 17%

c)5-6

d)7-8

28%

c)sylhet 5%

16%

d)Khulna 0%

e)Brishal

e)Above BDT
50 0%
e)above 65
e)Others
17%
e)Others
e)Above 65k
6%
e)Above 8
e)Brishal

6. I mostly need quick meals during rush hours

a) Strongly
Agree 30%
Gender

b)Agree 50%
a)male 33%

b)Female 67%

Age

b)21-35

Education

a)20 or below
13%
a)Student20
%
a)Primary 7%

Monthly
income
Family size

a)Below5K
13%
a)1-2 20%

Location

a)Dhaka
79%

Occupation

c) May Be 20%

60%

b)Service 27%
b)Secondary13
%
b)5k-25K 7%
b)3-4

47%

b)Chittagong
7%

c)36-50

d) Disagree 0%

20%

c)Unemployed27
%
c)college 7%

e)Strongly
Disagree 0%

d)51-65

7%

d)Business13%

c)26K-45K 33%

d)University73
%
d)46K-65K 20%

c)5-6

d)7-8

6%

c)sylhet 7%

27%

d)Khulna 7%

e)above 65
e)Others
13%
e)Others
e)Above 65k
27%
e)Above 8
e)Brishal

7. storing meal is inconvenient

a) Strongly
Agree 17%
Gender

b)Agree 27%
a)male 56%

c) May Be 30%
b)Female 44%

d) Disagree 20%

e)Strongly
Disagree 6%

Age
Occupation
Education
Monthly
income
Family size
Location

a)20 or below
22%
a)Student22
%
a)Primary11
%
a)Below5K
11%
a)1-2
11%

b)21-35
56%
b)Service 56%

a)Dhaka
89%

b)Chittagong
0%

b)Secondary22
%
b)5k-25K 22%
b)3-4

67%

c)36-50

22%

c)Unemployed11
%
c)college 0%

d)51-65

0%

d)Business0%

c)26K-45K 45%

d)University67
%
d)46K-65K 0%

c)5-6

d)7-8

11%

c)sylhet 0%

11%

d)Khulna 11%

e)above 65
e)Others
11%
e)Others
e)Above 65k
22%
e)Above 8
e)Brishal

8. I usually store the quick meal in

a)Refrigerat
or 30%
Gender

b) Containers 50%
a)male 50%

b)Female 50%

Age

a)20 or below
25%
a)Student25
%
a)Primary12
%
a)Below5K
6%
a)1-2
19%

b)21-35

a)Dhaka
88%

b)Chittagong
6%

Occupation
Education
Monthly
income
Family size
Location

c)Cooking pan 20%

44%

b)Service 38%
b)Secondary19
%
b)5k-25K 25%
b)3-4

37%

d) Plastic bag 0%

c)36-50

25%

c)Unemployed19
%
c)college0%
c)26K-45K
c)5-6

31%
37%

c)sylhet 0%

d)51-65

e)Others 0%

6%

d)Business6%
d)University69
%
d)46K-65K
31%
d)7-8
7%
d)Khulna 6%

e)above 65
e)Others
12%
e)Others
e)Above 65k
7%
e)Above 8
e)Brishal

9. On a working day, I prepare quick meals within

a) 5-10 mins
50%
Gender

b) 11-15 mins 27%

c) 16-20 mins 23%

a)male 47%

b)Female 53%
b)21-35

Occupation

a)20 or below
7%
a)Student7%

Education

a)Primary 7%

Monthly
income
Family size

a)Below5K
7%
a)1-2
27%
a)Dhaka
86%

b)Secondary20
%
b)5k-25K 20%

Age

Location

53%

b)Service 40%

b)3-4

40%

b)Chittagong
0%

c)36-50

d)21-25 mins 0%

33%

c)Unemployed27
%
c)college 7%

d)51-65

e)26 mins or
more 0%

7%

d)Business13%

c)26K-45K 33%

d)University66
%
d)46K-65K 27%

c)5-6

d)7-8

20%

c)sylhet 7%

13%

d)Khulna 7%

e)above 65
e)Others
13%
e)Others
e)Above 65k
13%
e)Above 8
e)Brishal

10. I have tried noodles as a quick meal

a)always
23%
Gender

b)often 30%

Age

a)20 or below
0%

Occupation

a)Student 22%

Education

a)Primary 0%

Monthly
income
Family size

a)Below5K
11%
a)1-2
11%

kLocation

a)Dhaka 89%

a) Always
37%
Gender

b)Often 27%

Age

a)20 or below
36%

b)21-35
46%

c)36-50

Occupation

a)Student
45%

b)Service 45%

c)Unemployed
10%

d)Business
0%

e)Others 0%

Education

a)Primary
18%

b)Secondary
27%

c)college 0%

d)University
55%

e)Others

Monthly
income

a)Below5K
9%

b)5k-25K
46%

c)26K-45K

d)46K-65K
0%

e)Above 65k
27%

Family size

a)1-2

b)3-4

c)5-6

d)7-8

e)Above 8

Location

a)Dhaka
73%

a)male 67%

c)sometimes
d)rarely 13%
27%
b)Female33
%
b)21-35
c)36-50
33%
d)51-65
44%
22%

e)never 7%

e)above 65 0%

b)Service56
%
b)Secondary
33%
b)5k-25K
33%
b)3-4
45%

c)Unemploye0%

d)Business11%

c)college 0%

e)Others

c)26K-45K
44%
c)5-6
22%

d)University
67%
d)46K-65K
11%
d)7-8
22%

b)Chittagong
0%

c)sylhet 11%

d)Khulna 0%

e)Brishal

11. I like the taste of noodles in general

c)Sometimes
d) Rarely 3%
33%
a)male 64%
b)Female 36%

18%

36%

b)Chittagon
g 18%

9%

9%

27%

c)sylhet 0%

e)Others 11%

e)Above 65k
0%
e)Above 8

e) Never 0%

d)51-65

9%

18%

d)Khulna
9%

e)above 65

e)Brishal

12. I like to eat noodles in every

a) 2-3 days
27%
Gender

b) 4-5 days 40%

a)male 62%

c)Week 20%

b)Female 38%

d)Fortnight 7%

e) Month 7%

Age

a)20 or
below 21%

b)21-35 37%

c)36-50 37%

d)51-65 5%

e)above 65

Occupation

a)Student
17%
a)Primary
17%
a)Below5K
17%
a)1-2
17%

b)Service 33%

c)Unemployed
25%
c)college 0%

d)Business17%

e)Others 8%
e)Others

c)26K-45K
25%
c)5-6 42%

d)University75
%
d)46K-65K
33%
d)7-8 8%

a)Dhaka
92%

b)Chittagong8
%

c)sylhet

d)Khulna

e)Brishal

Education
Monthly
income
Family size
Location

b)Secondary8%
b)5k-25K
b)3-4

13.

17%

33%

I usually prefer the following flavor of noodles

a)Masala
Curry 33%

b)Thai/Chinese 30%

Gender

a)male 60%

b)Female 40%

Age

a)20 or below
30%

b)21-35

Occupation

a)Student20
%
a)Primary20
%
a)Below5K
30%
a)1-2
20%

b)Service 60%

a)Dhaka
90%

b)Chittagong

Education
Monthly
income
Family size
Location

c) Sweet-Sour 3%

30%

b)Secondary30
%
b)5k-25K 30%
b)3-4

e)Above 65k
8%
e)Above 8

20%

c)36-50

d) Tomato 27%

30%

c)Unemployed20
%
c)college 10%

d)51-65 10%

e)above 65

d)Business 0%

e)Others0
%
e)Others

c)5-6 40%

d)University40
%
d)46K-65K
20%
d)7-8 20%

c)sylhet 10%

d)Khulna

c)26K-45K

10%

e)CreamCheese 7%

e)Above
65k 10%
e)Above 8
e)Brishal

14. Instant noodles is a good choice for a quick meal

a) Strongly
Agree 30%

b)Agree 37%

c) May Be 27%

d) Disagree 7%

e)Strongly
Disagree
0%

Gender

a)male 55%

b)Female 45%

Age

a)20 or
below 27%

b)21-35 55%

c)36-50 0%

d)51-65 18%

e)above 65

Occupation

b)Service 36%
b)Secondary9%

c)Unemployed18
%
c)college0%

d)Business 18%

Education

a)Student27
%
a)Primary 9%

Monthly
income
Family size

a)Below5K
9%
a)1-2 18%

b)5k-25K 9%

c)26K-45K 27%

d)University82
%
d)46K-65K 46%

e)Others
0%
e)Others

b)3-4 27%

c)5-6 37%

d)7-8 18%

e)Above
65k 9%
e)Above 8

Location

a)Dhaka 82%

b)Chittagong9
%

c)sylhet 0%

d)Khulna 9%

e)Brishal

15. For instant noodles, I usually have a budget/pack of

a) BDT 10-20
63%

b)BDT 21-30 20%

c) BDT 31-40 13%

Gender

a)male 42%

b)Female 58%

Age

a)20 or below
21%

b)21-35 37%

c)36-50 37%

d)51-65 5%

e)above
65

Occupation

b)Service 47%

c)Unemployed11
%
c)college 5%

d)Business 5%

Education

a)Student
21%
a)Primary16%

e)Others1
6%
e)Others

Monthly
income
Family size

a)Below5K16
%
a)1-2 26%

Location

a)Dhaka
89%

b)Secondary32
%
b)5k-25K 32%
b)3-4

26%

b)Chittagong
0%

16.

d) BDT 41-50 0%

e) Above
BDT 50
3%

c)26K-45K 16%

d)University47
%
d)46K-65K 21%

c)5-6

d)7-8 22%

e)Above
6k15%
e)Above 8

d)Khulna 11%

e)Brishal

26%

c)sylhet 0%

My favorite brand of instant/noodles is

a) Maggie 64%

B) Mr. Noodles 10%

Gender

a)male 53%

b)Female 47%

Age

a)20 or below
21%
a)Student
26%
a)Primary16
%
a)Below5K
16%
a)1-2 21%

b)21-35 37%

c)36-50 32%

d)51-65 10%

e)above 65

b)Service
42%
b)Secondary2
1%
b)5k-25K 26%

c)Unemployed1
6%
c)college 5%

e)Others 11%

b)3-4

c)5-6

a)Dhaka
85%

b)Chittagon
g 5%

d)Business
5%
d)University
58%
d)46K-65K
21%
d)7-8
21%
d)Khulna
5%

Occupation
Education
Monthly
income
Family size
Location

17.

c)Kulson 3%

26%

d)Mama 20%

c)26K-45K 26%
32%

c)sylhet 5%

e) Others 3%

e)Others
e)Above 65k
11%
e)Above 8
e)Brishal

I think instant noodles is a healthy quick meal

a) Strongly
Agree 0%

b)Agree 43%

c)May Be 50%

Gender

a)male 53%

b)Female 47%

Age

a)20 or below
33%

b)21-35 40%

c)36-50 27%

d) Disagree 7%

d)51-65 0%

e) Strongly
Disagree
0%
e)above 65

Occupation

a)Student
20%

b)Service 46%

c)Unemployed20%

d)Business 7%

e)Others
7%

Education

a)Primary27
%
a)Below5K
20%
a)1-2 27%

b)Secondary27
%
b)5k-25K 33%

c)college 0%

e)Others

c)26K-45K 13%

d)University46
%
d)46K-65K 26%

b)3-4 20%

c)5-6 47%

d)7-8 6%

e)Above
65k 7%
e)Above 8

a)Dhaka
84%

b)Chittagong
0%

c)sylhet 8%

d)Khulna 8%

e)Brishal

Monthly
income
Family size
Location

18. I usually buy instant noodles/quick meal from

a) Super
store 17%
Gender

b) Nearby store
c) Distant store 0%
67%
a)male 50%
b)Female 50%

Age

a)20 or below
25%
a)Student25
%
a)Primary15
%
a)Below5K
15%
a)1-2 20%

b)21-35 55%

c)36-50 15%

d)51-65 5%

e)above 65

b)Service 45%

c)Unemployed20%

d)Business10%

e)Others 0%

b)Secondary15
%
b)5k-25K 20%

c)college 5%

d)University65%

e)Others

c)26K-45K 30%

d)46K-65K 25%

b)3-4

c)5-6

d)7-8

e)Above 65k
10%
e)Above 8

a)Dhaka 80%

b)Chittagong
5%

Occupatio
n
Education
Monthly
income
Family
size
Location

19.

35%

d) Vendors 3%

25%

c)sylhet 5%

e)Anywhere
found 13%

15%

d)Khulna 10%

e)Brishal

I can travel far (+2 km) to buy my favorite instant noodles or any regular quick

meal
a) Strongly
Agree 0%

b) Agree 3%

Gender

a)male 47 %

b)Female 53%

Age

a)20 or below
29%

b)21-35 42%

c)36-50 29%

d)51-65 0%

e)above
65

Occupatio
n

a)Student 18%

b)Service 40%

c)Unemployed18%

d)Business12%

e)Other12
%

Education

a)Primary 18%

b)Secondary18%

c)college 6%

e)Others

Monthly
income
Family size

a)Below5K 18%

b)5k-25K 18%

c)26K-45K 35%

d)University59
%
d)46K-65K 11%

a)1-2

b)3-4

c)5-6

d)7-8

Location

a)Dhaka 88%

12%

c)May Be 20%

35%

b)Chittagong
6%

d) Disagree 57%

29%

c)sylhet 6%

e)Strongly
Disagree
20%

24%

d)Khulna

e)Above
65k 18%
e)Above 8
e)Brishal

20.

For instant noodles/quick meal, I am brand sensitive

a) Strongly
Agree 10%
Gender

b)Agree 40%
a)male 42%

b)Female 58%

Age

b)21-35 50%

c)36-50 17%

d)51-65 8%

e)above 65

b)Service 25%

c)Unemployed17%

d)Business8%

e)Others 8%

Education

a)20 or below
25%
a)Student42
%
a)Primary 0%

c)college0%

a)Below5K
0%
a)1-2 17%

c)26K-45K 25%

d)University75
%
d)46K-65K 33%

e)Others

Monthly
income
Family size

b)Secondary25
%
b)5k-25K 33%
b)3-4

c)5-6

d)7-8

Location

a)Dhaka
75%

Occupation

c)May Be 17%

41%

b)Chittagong
8%

21.

d)Disagree 27%

25%

c)sylhet 0%

e) Strongly
Disagree 6%

17%

d)Khulna 17%

e)Above 65k
8%
e)Above 8
e)Brishal

Presently Im satisfied with whatever Im having any quick meal

a) Strongly
Agree 27%
Gender

b) Agree 63%
a)male 50%

b)Female 50%

Age

a)20 or below
17%
a)Student27
%
a)Primary18
%
a)Below5K
18%
a)1-2 23%

b)21-35 45%

c)36-50 23%

d)51-65 5%

e)above 65

b)Service
41%
b)Secondary2
3%
b)5k-25K 27%

c)Unemployed1
4%
c)college 5%

e)Others

b)3-4

c)5-6

d)Business
4%
d)University
54%
d)46K-65K
18%
d)7-8 18%

a)Dhaka
82%

b)
Chittagong

d)Khulna
9%

e)Brishal

Occupation
Education
Monthly
income
Family size
Location

c)May Be 10%

22.

32%

d)) Disagree 0%

c)26K-45K 23%
27%

c)sylhet 9%

e)Strongly
Disagree 0%

e)Others
e)Above 65k14%
e)Above 8

Preparing quick meal is easy during rush hours

a) Strongly
Agree 27%
Gender

b) Agree 63%
a)male 64%

b)Female 36%

Age

a)20 or below
18%
a)Student18
%
a)Primary18
%
a)Below5K
9%

b)21-35 46%

c)36-50 36%

d)51-65 0%

e)above 65

b)Service
46%
b)Secondary2
7%
b)5k-25K 36%

c)Unemployed9
%
c)college 0%

d)Business0
%
d)University
55%
d)46K-65K
0%

e)Others 27%

Occupation
Education
Monthly
income

c) May Be 10%

d)Disagree 0%

c)26K-45K 36%

e)Strongly
Disagree 0%

e)Others
e)Above 65k 18%

Family size

a)1-2 19%

b)3-4 36%

c)5-6 36%

d)7-8 9%

e)Above 8

Location

a)Dhaka
91%

b)Chittagon
g 0%

c)sylhet 0%

d)Khulna
9%

e)Brishal

23.

Presently Im satisfied with my noodles/instant noodles brands in terms of price

a)Strongly
Agree 17%
Gender

b) Agree 43%
a)male 58%

b)Female 42%

Age

a)20 or below
25%
a)Student25
%
a)Primary12
%
a)Below5K
12%
a)1-2 31%

b)21-35 50%

c)36-50 19%

d)51-65 6%

e)above 65

b)Service38%

c)Unemployed1
9%
c)college 0%

e)Others12%

b)3-4 31%

c)5-6 25%

d)Business6
%
d)University
63%
d)46K-65K
25%
d)7-8 13%

a)Dhaka
82%

b)Chittagon
g6%

c)sylhet 6%

d)Khulna
6%

e)Brishal

Occupation
Education
Monthly
income
Family size
Location

c)May Be 17%

b)Secondary2
5%
b)5k-25K 25%

d)Disagree 17%

c)26K-45K 19%

e) Strongly
Disagree 7%

e)Others
e)Above 65k 19%
e)Above 8

24. Presently Im satisfied with my noodles/instant noodles brand/s in terms of

features
a)Strongly
Agree 3%
Gender
Age
Occupation
Education
Monthly
income
Family size
Location

b) Agree 60%

d) Disagree 10%

e)Strongly
Disagree 0%

a)male 48%%

b)Female 52%

a)20 or below
17%
a)Student13
%
a)Primary18
%
a)Below5K17
%
a)1-2 22%

b)21-35 48%

c)36-50 31%

d)51-654%

e)above 65

b)Service
48%
b)Secondary2
6%
b)5k-25K 26%

c)Unemployed1
7%
c)college 4%

e)Others 13%

b)3-4

c)5-6

d)Business9
%
d)University
52%
d)46K-65K
17%
d)7-8 17%

a)Dhaka88
%

b)Chittagon
g4%

d)Khulna
4%

e)Brishal

25.
a)Taste/Flavors
4%
Gender

c)May Be 27%

35%

c)26K-45K 31%
26%

c)sylhet 4%

e)Others
e)Above65k9%
e)Above 8

I do not like the following about my present brand of noodles/instant noodles

b) Cooking Time
c) Quantity 23%
13%
a)male 56%
b)Female 44%

d)Price 37%

e)Health Factor
23%

Age
Occupation
Education
Monthly
income
Family size
Location

a)20 or below
22%
a)Student33
%
a)Primary22
%
a)Below5K
11%
a)1-2 22%

b)21-35 56%

c)36-50 11%

d)51-65 11%

e)above 65

b)Service
56%
b)Secondary3
3%
b)5k-25K 56%

c)Unemployed0
%
c)college 0%

d)Busines0%

e)Others11%
e)Others

b)3-4

c)5-6

d)University
45%
d)46K-65K
11%
d)7-8 11%

a)Dhaka
78%

b)Chittagon
g11%

d)Khulna

e)Brishal

56%

26.

c)26K-45K 0%
11%

c)sylhet 11%

e)Above 65k 22
%
e)Above 8

Attribute/s that I look for in instant noodles

a)Taste/Flavors
53%

b)Cooking Time
30%

Gender

a)male 50%

b)Female 50%

Age

a)20 or below
25%
a)Student25
%
a)Primary13
%
a)Below5K12
%
a)1-2 31%

b)21-35 50%

c)36-50 19%

d)51-65 6%

e)above 65

b)Service38%

c)Unemployed1
9%
c)college0%

d)Business6
%
d)University
62%
d)46K-65K
25%
d)7-8
13%

e)Others12%

a)Dhaka
82%

b)Chittagon
g 6%

d)Khulna
6%

e)Brishal

Occupation
Education
Monthly
income
Family size
Location

c) Quantity 7%

b)Secondary2
5%
b)5k-25K 25%
b)3-4

31%

27.

d)Price 7%

c)26K-45K19%
c)5-6

25%

c)sylhet 6%

e)Health
Factor 3%

e)Others
e)Above 65k
19%
e)Above 8

A good price for a pack of instant noodles is

a) BDT 10-20
77%

b)BDT 21-30 13%

Gender

a)male 48%

b)Female 52%

Age

a)20 or below
17%
a)Student13
%
a)Primary17
%
a)Below5K17
%
a)1-2 22%

b)21-35 48%

c)36-50 31%

d)51-65 4%

e)above 65

b)Service 48%

c)Unemployed17
%
c)college 4%

e)Others13%

b)3-4 35%

c)5-6 26%

d)Business9
%
d)University5
3%
d)46K-65K
17%
d)7-8 17%

a)Dhaka
88%

b)Chittagong
4%

c)sylhet

d)Khulna
4%

e)Brishal

Occupation
Education
Monthly
income
Family size
Location

c)BDT 31-40 10%

b)Secondary26
%
b)5k-25K 26%

d)BDT 41-50 0%

c)26K-45K 31%

4%

e) Above
BDT 50
0%

e)Others
e)Above 65k
9%
e)Above 8

28.

A good size of a pack of instant noodles (as per the price mentioned above)

a) 60 g
(Maggie
cake size)
23%
Gender

b)70 g

a)male 56%

b)Female 44%

Age

b)21-35 56%

c)36-50 11%

d)51-65 11%

e)above 65

b)Service 56%

c)Unemployed0%

d)Business0%

b)Secondary23
%
b)5k-25K 56%

c)college 0%
c)26K-45K 0%

d)University45
%
d)46K-65K 11%

e)Others11
%
e)Others

Monthly
income
Family size

a)20 or below
22%
a)Student33
%
a)Primary22
%
a)Below5K
11%
a)1-2 22%

b)3-4 56%

c)5-6 11%

d)7-8 11%

e)Above
65k 22%
e)Above 8

Location

a)Dhaka 78%

b)Chittagong
0%

c)sylhet 11%

d)Khulna 11%

e)Brishal

Occupation
Education

30%

c) 80 g30%

d)90 g(cup size)17%

a)5-10mins

29. Ideal Time To Prepare Quick Meal

b)11-15 mins
c)16-20 mins
27% d)21-25 mins
73%
0%

Gender

a)male 55%

b)Female 45%

Age

b)21-35

Education

a)20 or below
0%
a)Student18
%
a)Primary 9%

Monthly
income
Family size

a)Below5K
9%
a)1-2 23%

Location

a)Dhaka
91%

Occupation

b)Service 36%
b)Secondary23
%
b)5k-25K 27%
b)3-4

b)Drama/Humor
27%

Gender

a)male 44%

36%

b)Chittagong
5%

30.
a)Information
30%

9%

c)36-50
55%
c)Unemployed
23%
c)college 5%
c)26K-45K
32%
c)5-6 27%
c)sylhet 4%

e)26 mins or
more 0%

d)51-65 32%
d)Business9%
d)University64
%
d)46K-65K 18%
d)7-8
d)Khulna

e)100+ g
0%

14%
0%

e)above 65
0%
e)Others
14%
e)Others 0%
e)Above 65k
14%
e)Above 8
0%
e)Brishal
0%

Watching Advertisement With

c)Celebrity

b)Female 56%

27%

d)Morals
6%

e)Emotiona
l factor
10%

Age

b)21-35 54%

c)36-50 32%

d)51-65

b)Service 23%

c)Unemployed11%

d)Business 11%

Education

a)20 or below
9%
a)Student44
%
a)Primary0%

b)Secondary0

c)college 11%

Monthly
income
Family size

a)Below5K
0%
a)1-2 11%

b)5k-25K
11%
b)3-4 56%

c)26K-45K

d)University89
%
d)46K-65K 22%

Location

a)Dhaka
89%

b)Chittagon
g 11%

c)sylhet

Occupation

c)5-6

31.
b)12am-4pm
3%
a)male 44%

c)4pm-8pm
10%
b)Female 56%

Age

a)20 or
below 25%
a)Student19
%
a)Primary12
%
a)Below5K
12%
a)1-2
19%

b)21-35
44%
b)Service 44%

a)Dhaka
88%

b)Chittagong
0%

Education
Monthly
income
Family size
Location

b)Secondary1
2%
b)5k-25K
12%
b)3-4
25%

22%

17%

b)ATN Bangla 13%

0%

c)36-50
19%
c)Unemployed31
%
c)college 6%
c)26K-45K
c)5-6

25%

31%

c)sylhet
0%

c)Channel I

27%

e)no specific
time 34%

d)51-65
12%
d)Business6
%
d)University7
0%
d)46K-65K
32%
d)7-8 25%

e)above 65

d)Khulna
12%

e)Brishal

e)Others 0%
e)Others
e)Above 65k
19%
e)Above 8

d)NTV 20%

e)Others 23%

37%

d)51-65
13%

e)above 65

d)Business
0%
d)University5
0%
d)46K-65K
12%
d)7-8
25%

e)Others
12%
e)Others

d)Khulna
0%

e)Brishal

a)male 50%

b)Female 50%

Age

a)20 or
below 13%

b)21-35
37%

c)36-50

Occupation

a)Student0%

b)Service50%

Education

a)Primary13
%
a)Below5K
12%
a)1-2
0%

b)Secondary2
5%
b)5k-25K
26%
b)3-4
50%

c)Unemployed38
%
c)college 12%

a)Dhaka
100%

b)Chittagon
g

Location

d)Khulna
0%

Favorite local TV Channel

Gender

Monthly
income
Family size

11%

d)8pm-12am
53%

32.
a)BTV

d)7-8

e)above 65
0%
e)Others11
%
e)Others
0%
e)Above
65k 22%
e)Above 8
0%
e)Brishal
0%

Watch TV Between

a)8am-12am
0%
Gender

Occupation

45%

5%

c)26K-45K
c)5-6

25%

c)sylhet
0%

33.

38%

e)Above 65k
12%
e)Above 8

I usually Listen Radio between

a)8am-12am
0%
Gender

b)12am-4pm
27%
a)male 37%

c)4pm-8pm
10%
b)Female 63%

Age

a)20 or below
32%
a)Student
26%
a)Primary
21%
a)Below5K
16%
a)1-2
16%

b)21-35
32%
b)Service
42%
b)Secondary
11%
b)5k-25K
16%
b)3-4
31%

c)36-50
32%
c)Unemployed
16%
c)college
5%
c)26K-45K
26%
c)5-6
37%

a)Dhaka
84%

b)Chittagon
g 5%

c)sylhet
0%

Occupation
Education
Monthly
income
Family size
Location

d)8pm-12am
0%

34.
a)Radio Foorti
43%
Gender

b)Radio Today
23%
a)male 54%

c)Radio Amar
7%
b)Female 46%

Age

a)20 or below
23%
a)Student24
%
a)Primary
0%
a)Below5K
8%
a)1-2
23%

b)21-35
69%
b)Service
31%
b)Secondary2
3%
b)5k-25K
15%
b)3-4 31%

Occupation
Education
Monthly
income
Family size

d)BD Betar
10%

c)36-50
8%
c)Unemployed3
1%
c)college 7%

d)51-65
0%
d)Business7
%
d)University
70%
c)26K-45K
d)46K-65K
38%
15%
c)5-6
23%
d)7-8
23%
b)Chittagong
c)sylhet
d)Khulna
0%
8%
15%
35. Favorite Local News Paper

a)Dhaka
77%

a)Daily Star
10%
Gender

b)Prothom Alo
c)Independent 0%
77%
a)male 61%
b)Female 39%

Age

a)20 or below
17%
a)Student17
%
a)Primary
9%
a)Below5K
9%
a)1-2 22%

b)21-35
48%
b)Service
43%
b)Secondary2
6%
b)5k-25K
30%
b)3-4 30%

c)36-50
26%
c)Unemployed2
6%
c)college 4%

a)Dhaka
87%

b)Chittagon
g 0%

Education
Monthly
income
Family size
Location

e)above 65
0%
e)Others
10%
e)Others
0%
e)Above 65k
16%
e)Above 8
0%
e)Brishal
0%

My Favorite Radio Station Is

Location

Occupation

d)51-65
4%
d)Business
6%
d)Universit
y 63%
d)46K-65K
26%
d)7-8
16%
d)Khulna
11%

e)No specific
time
63%

d)Ittefaq 3%

e)Others
17%
e)above 65
e)Others7%
e)Others
e)Above 65k
26%
e)Above 8
e)Brishal

e)Others 10%

e)above 65

c)26K-45K
22%
c)5-6
34%

d)51-65
9%
d)Business
4%
d)University
61%
d)46K-65K
22%
d)7-8 14%

c)sylhet
4%

d)Khulna
9%

e)Brishal

e)Others44%
e)Others
e)Above 65k
17%
e)Above 8

36.
a)Facebook
73%
Gender

b)Twitter 3%
a)male 51%

b)Female 49%

Age

b)21-35

Education

a)20 or below
18%
a)Student27
%
a)Primary 0%

Monthly
income
Family size

a)Below5K
4%
a)1-2
18%

Location

a)Dhaka
82%

Occupation

My Favorite Social Media Is

c)YouTube 3%

59%

d)Linked In 0%

c)36-50

d)Business 9%

b)Secondary23
%
b)5k-25K 23%

c)college 4%

d)University73
%
d)46K-65K 23%

b)3-4

c)5-6

32%

b)Chittagong
9%

c)26K-45K

a)20 or
below 8%
a)Student17
%
a)Primary
0%
a)Below5K
8%
a)1-2 25%

b)21-35
58%
b)Service50%

a)Dhaka
84%

b)Chittagong
8%

b)Secondary3
3%
b)5k-25K
33%
b)3-4 33%

38.
a)2-3 days
37%
Gender

b)4-5 days
a)male 36%

b)Female 64%

Age

a)20 or below
21%
a)Student
29%
a)Primary
7%
a)Below5K
14%

b)21-35
43%
b)Service
29%
b)Secondary15
%
b)5k-25K
7%

Occupation
Education
Monthly
income

47%

32%

d)7-8

c)week

18%

d)Khulna

9%

e)above 65
0%
e)Others9
%
e)Others
e)Above
65k 23%
e)Above 8
0%
e)Brishal

Promotional Offer I Like Most

Age

Location

27%

c)sylhet
0%

b)Bonus Packs
c)Free Gifts 20%
40%
a)male 67%
b)Female 33%

Monthly
income
Family size

9%

c)Unemployed23%

a)Discount
33%
Gender

Education

d)51-65

b)Service 32%

37.

Occupation

14%

e)Others
20%

d)Contests 7%

c)36-50
17%
c)Unemployed
8%
c)college 0%

e)others 0%

e)above 65

c)26K-45K
25%
c)5-6
25%

d)51-65
17%
d)Business17
%
d)University7
7%
d)46K-65K
25%
d)7-8 17%

c)sylhet
8%

d)Khulna
0%

e)Brishal

e)Others

8%

e)Others
e)Above 65k
9%
e)Above 8

If I Have Instant Noodles as I like, I Will Have It

13%

d)Fortnight

c)36-50
36%
c)Unemployed
21%
c)college 7%
c)26K-45K
29%

13%

d)51-65
0%
d)Business
7%
d)Universit
y 75%
d)46K-65K
21%

e)Month

0%

e)above 65
e)Others
14%
e)Others
e)Above 65k
29%

Family size

a)1-2

14%

Location

a)Dhaka
72%

b)3-4 36%

c)5-6

36%

b)Chittagong
14%

c)sylhet

7%

d)7-8
14%
d)Khulna
7%

e)Above 8
e)Brishal

Quick meal is something I prefer

40
23

Always

20

17

Often

Sometimes

Rarely

Never
0

I usually have quick meal

80
60
40
20
0
Morning

Late Afternoon

Evening

Late Night

No Specific time

On an average per week I've quick meal

50
40
30
20
10
0
1-3times

4-6times

7-9times

10-12times

12+

For quick meal I usually have

40
30
20
10
0
Bread

Cereal

Roti

Rice

Others

My average budget for a quick meal is

80
60
40
20
0
BDT10-20

BDT21-30

BDT31-40

BDT41-50

BDT50+

I mostly need quick meal during rush hours

60
50
40
30
20
10
0
Strongly Agree

Agree

May be

Disagree

Strongly disagree

After consuming, I store the left(Quick meal)

40
30
20
10
0
Always

Often

Sometimes

Rarely

Never

I usaully store the quick meal in

60
40
20
0
Refrigerator

Containers

Cooking pan

Plastic Bag

Others

On a working day I usually prepare quick meals within

60
50
40
30
20
10
0
5-10 mins

11-15 mins

16-20 mins

21-25 mins

26+ mins

I have tried noodles as a quick meal

35
30
25
20
15
10
5
0
Always

often

Sometimes

Rarely

never

Part - 2
1.Company Overview:
Capital Foods Ltd.
Capital Foods Ltd, India is a global food company that offers authentic food
ingredients for a variety of ethnic cuisines such as Chinese, Thai, Italian,
Indian and European. We are also a leading Private Label manufacturer
globally in the processed foods business. We manufacture processed foods
for some of the most popular and well - known brands in the world.
We have developed specialist skills and capabilities in the production of
value - added lines, such as microwaveable pouched products, frozen
entrees, samosas, naan, breads and parathas. All our dishes are created by
Master Chefs, cooked and packed in Indias largest and most sophisticated
manufacturing facility.
Our Range
Capital Foods Ltd, India is a global food company that offers authentic food
ingredients for a variety of ethnic cuisines such as Chinese, Thai, Italian,
Indian and European.
We are also a leading Private Label manufacturer globally in the processed
foods business. We manufacture processed foods for some of the most
popular and well-known brands in the world.
We have developed specialist skills and capabilities in the production of
value-added lines, such as microwaveable pouched products, frozen entrees,
samosas,naan breads and paranthas.
All our dishes are created by Master Chefs and cooked and packed in Indias
largest and most sophisticated manufacturing facility.

 Manufacturing facility in Nasik

Capital Foods Limited has its manufacturing facilities at Nasik in
Maharashtra, 250km. from Mumbai. The facility boasts of the following
dedicated manufacturing lines.
Wet Line - For ketchup, chutney & pastes.
Canning Line - Baked beans & soups.
Manufacturing facility in Kandla
Situated in Kandla. Special Economic Zone in the state of Gujarat.
It is the largest Ready Meals Plants in India with a processed area of 100,000
Sq Feet.
The facility boasts of the following dedicated manufacturing lines:
Retorting Line - It can produce 30000 Microwaveable Retort Meals in a day.
Freezing Line - There are 3 technologies to freeze; namely plate freezing,
Blast Freezing & IQF.
Automated parantha Line - The only automated stuffed parantha line in India
that can produce 9000 stuffed paranthas in a day.
Steaming Line - To manufacture steamed savories, like Dhokhla, Idli, Patra &
Suli Mai.
Spring Roll Sheet Making - The only machine in the country to produce Spring
roll sheets in house.
Veg. Blanching - This line processes fresh vegetables for IQF freezing.
Baking Line - To manufacture breads like Pav, Stuffed Buns, Veg. Puffs &
Naan Breads.
Bottling Line - To produce Curry Sauces & Mango Chutney.
Manufacturing facility in Vapi

The Vapi factory is situated in Nahuli Village, Valsad District, Gujarat, around
180 kms from Mumbai. Vapi is the largest industrial area in Asia thanks to
the number of small scale industries located here. The factory here is built on
an extensive area of around 40500 square meters. The facility manufactures
Hakka and Instant Noodles (2 noodle lines) and Soup & Sauce Mixes. It is also
fully equipped to manufacture Mayonnaise, Custard and Jelly.

2.Target Market:
At first we need to target market for the instant noodles. Target market
means make segment of customer for whom instant noodles will be made
and sold who have different needs, characteristics or behavior.
Target market for instant noodles is given below:

Geographic: According to our survey most of the people live in

Dhaka who likes instant noodles. People of other cities also like this
but in a lesser amount. Thats why we will distribute our products
mainly in Dhaka city and also other main cities in Bangladesh and
they are: Khulna, Barisal, Sylhet, Rajshahi and also in coxs bazar as
it is a tourism area.

Demographic: 1. Age: Mainly for 21-35 years old.

2. Gender: Both male and female.
3. Occupation: students and employee, housewife
4. Family size: family having member 3-4 and 5-6
5. Monthly income: above 26k

Psychographic: The target class for the instant noodles is middle

to high class people. Low level people are not habituated with this
food item and dont match with their income

3.Marketing Objectives :

The groups of goals set by a business when promoting its products or

services to potential consumers that should be achieved within a given time
frame. Like that our vision, mission and objectives are given below-

Vision:
To be the most expected brand for quick meal by providing the best quality
tasty instant food.
Mission:
Provide the best quality healthy instant noodles;
Increase the market share of the food industry;
Make a profitable and friendly relationship by continuous
communication.
Objectives:
Specific: Grab 40% middle class and 60% higher class people by providing
healthy and tasty instant noodles.
Measurable: Increase the market share by 15% of the quick meal industry.
Attainable and Realistic: We will try to gain a 50% hold the current market
and attain the satisfaction of the target customers of middle to higher class
people by providing various types of instant food/ quick meal specially by
proving different flavor of instant nooles.
If we can do that it will help us to gain 15% market share.
Time bound: All these targets should be achieved by 3 years from
commencement.

4. Marketing Mix:
4.a. Positioning: positioning is designing companys offerings and
image in such a way that is occupies a distinctive place in the minds of
the target customer.

Dont be hungry, be healthy

This positioning is done by products attributes, products benefits and also by
creating value.

I.

Attributes: As it is a quick meal, it will take also 2-3 minutes to cook.

That means you dont need to waste much time for cooking.

II.

Benefits: Almost everyone is busy in his/her daily life. Often they dont
get enough time to cook food and eat. Sometimes they go to their
workplace without their breakfast. Instant noodles dont take much
time even people dont need to waste a single minute for feed instant
noodles. So with this product they dont need to be hungry.
Positioning by creating value: In our position there is also a message.
Be healthy that means should be conscious about their health.

III.

4.b. Placement and distribution:

These instant noodles should be distributed in their places where other
brands of instant noodles (Bangladesh) exits. Like Fuji instant noodles,
Jjajang cup noodles, Maggi cup noodles, Cocola instant noodles etc. They
are mainly sold in Super shop
General store
Mega shop
Departmental store
In Dhaka city conventional distribution will be follow. It will be
distributed in all most all the super shop, departmental store of all
areas.
In other cities it will be distributed only in some specific, famous
departmental stores. Most of those which in commercial area and
nearby schools and colleges.
It will also be distributed in office canteen and school, college and
university canteen. Because mostly these people are our target
market. And they need this most.
Manufacturer

Distributor
(Bangladeshi)
Retailer

Consumers
The distribution for Smiths and Jones is capital food limited India. But if they
want to enter in Bangladeshi market they must think about the cost. Thats
why they will use Bangladeshi Distributor. And Bangladeshi Distributor knows
better about product and its placement. When they will achieve a target level
sales then can their main distributor. It can be done after a stable position
and when they will know about the Bangladeshi Market.

4.c. Product Mix:

Product mix is the list of the products that a specific company often or want
to sales according the choice of their target customer. The product mix for

the Smith & Jones are given below:

4.d. Promotional strategy:

Step-1: Identifying the Target Audience: As we mentioned before our
target market areGeographic
Demograph
ic

Dhaka, Khulna, Barisal, Sylhet, Rajshahi, Coxs Bazar

Age: 21-35, Gender: male & female, Occupation: Student, employee,
housewife
Monthly income: above26, Family size: more than 3

Psychograp
hic

Middle class high class

STEP 2: Determining Communication Objectives:

i)Advertising: Through advertising we believe we can increase:

Awareness by 15%, within 3 months, because of teaser ads on TV,

newspapers, magazines and flash mobs.
Knowledge by 20%, within 2 months, due to informational provided in
our full version ads.
Liking by 15%, within 5 months, because of the various ads done by
famous models and celebrities (Shakib al Hasan, Faria Sabnam, Bengir
Ishrats ads), the bimps, grafti, street painting, flash mobs etc.
Preferring by 25%, within 4 months , through many enetertainable
events, website info, Reviews, ads, Buzz in the social network etc.

ii) Publicity/PR: We plan to increase the following by publicity

Awareness by 9% , within 2 months , due to sponsorship of exclusive

events, telefilms, Reality shows etc.
Knowledge by 6%, within 3 months, due to sponsorship of exclusive,
telefilms, Reality shows, etc.
Liking by 5%, within 6 months due to sponsorship of exclusive, telefilms,
Reality shows, etc.
Preferring by 21%, within 3 months , through many joiful events,
website info, Reviews, ads, Buzz in the social network etc.

iii)Personal selling: Through personal selling, i.e. the sales people of our
stand alone retail stores, we believe we can increasing :

Awareness by 10%, within 3 months.

Knowledge by 15%, within 3 months .
Liking by 20%, within 5 months.
Preferences by 30%, within 6 months .
Conviction by 25%, within 6 months.
Purchase by 10%, within 4 months.

iv)Internet Marketing: Through internet marketing we will create

10% awareness within 6 months;

15% liking within 1 year through online selling;

12% purchase through online selling.

v)Direct Marketing: Through various types of direct marketing

20% preference can be created;

22% conviction will be achieve within 4 months.

vi)Sales promotion: Through various types of sales promotion we will create

25% liking will be created within 7 months;

10% awareness will be created by 8 months.

Step-3: Designing a message appeal: To design our message appeal we

will follow AIDA. It will help to get attention, hold interest, arouse desire
and obtain Action through our message. In order to design our message we
will use different appeals. They are Rational appeal/informational appeal;
Emotional appeal;
Festive/special event appeal.
Rational appeal:
In order to create rational appeal we will use different information about the
product like different flavors ( masala, curry, chicken), different size. We will
also use different price of different size of packets. Competitive advantage
can also be used like Smith & Jones instant noodles need lest time to
cook/boil.
Emotional appeal:
To promote selective product we will also use emotional appeal. As emotional
appeal we select Joy, Excitement, Happiness. As instant noodles is mostly
for the young generation and employee we will also use Recognition
appeal because it help us in our busy life.
Moral appeal:
As it saves our time and time is very precious and at the same time it is a
healthy instant food it will make people aware of their health so we will use
moral appeal also.
Step-4: Designing a Message Structure:

Designing a message structure we need to focus on some issues. They are Whether or not to draw a conclusion: We wont draw a conclusion for
our message or TV advertisement for the first 3 weeks. It will help us to
create a buzz in people. After 3 weeks we will draw the conclusion.
One-sided or two-sided argument: we will use two sided argument.
Like its costly but worth it.
In our various types of ads we will use the following tag linesDont waste your time in cooking? Save your time
Have magic in cooking in seconds.
Experience new tasty & healthy breakfast in few
seconds
We will make our ads in a way that will help our customers to understand
that we provide the best quality instant noodles. Our ads will be very
colorful, clear, informative. Our ads will also be animation based. Well know
directors and cameraman will be working for our ads. Sound and music will
be very clear and catchy which will be done by famous musicians and vocal
by popular singers.
Step-5: Choosing Media:
Personal Media:

Social Media: Communicate with our customer using various social media
such as Facebook, Google+, Twitter, Youtube ;
Use sales persons to promote our product ;
Phone call will also be used to promote our product.

Non- personal Media:

channels. They are-

We have chosen some personal media and

Media
Television
Radio
Newspaper
Magazine

Channel
Channel i, ATN Bangla, NTV
Radio Foorti, Radio Today, Radio
Amer
Prothom Alo, Daily Star
Shaptahik, Binodon

Step-6: Selecting Message Source:

As our main target market is young generation like students, employees etc.
some famous and well know celebrities will like Mim, Shok, Emon will act i
our ads. To make our instant noodles more preferable senior officers
reference will also be used. For this refernece we have chosen the senior IT
executive of GSK group.
Step-7: Integrating other tools:
1) Advertisement: As we have discussed that we will use different types
of advertisement media. To promote our product will use both personal
and non-personal media. But our most important media is nonpersonal media like- TV ads, radio ads, Facebook ads, internet ads etc.
For all these types of ads we will need to pay a certain amount of

money to the advertising company. Our main purpose is to inform

people about our product.
Advertisement will be made with the combination of Drama and
Information and also with some popular celebrities. These ads will be
broadcast in selected TV channels, radio channels, facebook page what
we have already discussed. Our ads story is given belowWoman base:
A woman who is an office employee and she has a son. She needs to take
care of her son. In morning she goes to office and also her husband and
her son goes to school. In the morning always they are in hurry specially
the woman. Often she doesnt have enough time to make different
breakfast for each. Sometimes she got late in her office. Sometimes her
boss shouted on her. Then one day her son told her about the Smith &
Jones instant noodles. So she stars consuming that noodles and now she
doesnt get late in her office.
Student Base:
It is a story about a hostel student who leads a very busy life. He also
have a per time job. He is always busy with class, group study, term
project, presentation, exam etc. He doesnt like the food that is served by
the hostel. Thats why sometimes he went to restaurants which was a big
problem for him. One day he came to know about Smith & Jones instant
noodles from his friends. Now he regularly eats Smith & Jones instant
noodles and he doesnt get bore with it because it has different flavors.
With these basic stories feature, price, flavor will also be mentioned.
Support media:
I.

II.

III.

Aerial Billboards: Now in Dhaka city there are many fly-over. Daily
thousand of people use that road. So for easy advertisement we will
use that like Kuril Fly-over, Mohakhali Fly-over.
Transits: According to our target market, we aim to place
advertisements in both the domestic and international transport and
in the terminals of Shah Jalal International Airport and also in other
bus terminals.
Mobile Billboard & Regular Billboard: We will make some mobile
billboard and run in some popular places.

2)Internet Marketing: Now no company can be successful without

internet marketing. Today one of the most popular form of marketing is
internet marketing. We will have our own website. It will be a website with all
the information about the product (width, length and depth), distributors,
partners, other offerings. There will be also some ads of the product.
Interested people will be able to see that ads.
Social Marketing Media: We will also have our facebook page. To
increase awareness and knowledge among young generation it is the
best way. We will also launch our new product first through social
media. For that Twitter & Youtube will be used.
We will give an offer like who will give the first like to our product, we
will give him/her gift pack.
Mobile Marketing: Mobile marketing is also very important. We
planned to make 2 types of mobile apps. Those are shortly discussed
belowI. Our aim is to provide a healthy quick meal. We want to make
people conscious about food and health. So we will create a apps
where there will be different food items with pictures and its food
value on the other side. They will need to be matched in 30
seconds. There will be different levels.
II.
A game that we have gave a name Busy Bear. In the game
there will be a bear who is always in hurry and also hungry. He
needs to eat before that he will need to finish some work in
certain time. Score will be given according to the given time.
Online Sale: Online selling system will also be arranged. Interested
people who is willing to buy or try instant noodles they will be able to
order through online. We will give them free home delivery.
3)Public Relation And Publicity:
Public Relation: PR is the management function that evaluates public
attitudes, changes policies and procedures in response to the public request.
PR will be done by using following stepsStep-1: Listening to public by evaluating public attitudes;
Step-2: Changing policies and procedures if needed;
Step-3: Informing people about your responsiveness to their change.

We will arrange a PR event that will be a cooking competition. Anyone who is

interested, he/she will be allowed to participate. The name of the
competition will be Cook & Fun sponsored by Smith & Jones Company. This
competition will be arranged in Dhaka but contestants of any place will be
allowed to participate in the competition. In this competition there will be
many rounds.
Publicity: When PR event get released by the press that is called publicity. We
will arrange a big event in the final round. At that day result will be
announced. We will invite government bodies, community members,
partners, stock holders, some media people and there will be some sites for
general people. We will announce 1 champion and 1st, 2nd, 3rd runner-up.
There will be special offer for them. This event will be telecast on a TV
channel. Price will be given by our chief guest.
We expect the news of this event will be released by the press. This will help
to increase awareness, liking and preference. Actually people trust the press.
When anything about any brand or any product is said through press thats
becomes more effective.
4) Sales promotion:

I.

II.
III.

IV.
V.

It is a promotional tool that increase sales by same short term activities.

There are different sales promotion that can be done to increase sales and
interest of people. They are listed belowSampling: In Bangladesh providing free sample is a popular form of
promotion. So, in same popular/crowded places will be selected and they
will provide some free sample or mini pack of instant noodles like
shopping mall, school, college, offices etc
Bonus pack: We will give a offer like 2 packets bonus with 6 packets of
instant noodles.
Contests: We will arrange some contests in different popular shopping
mall like Bashundhara City. By this people will also get to know about
this product and it will raise their interest to buy that instant noodles.
sweepstakes : We can also do this. It is same like contest but in this
case people need to buy the instant noodles first.
Word-of-mouth: If they can do all this promotions successfully
automatically there will be a word-of-mouth promotion.

Different Promotion: Some big projectors will be set on some popular

places of Dhaka city. One that people will be allowed to play the same game
that is made for mobile, the Busy Bear. We will set this projectors in some

universities, TSC, in some busy roads so that many people can know about
that. Anyone who is interested can play that. We will do this just to promote
our product. We hope it will increase awareness by 20% and liking by15%.
5) Direct Marketing:
There are various way to do direct marketing. As now most of the businesses
depend on internet we would like to do direct marketing through internet. It
will help us to do direct marketing through our website, our facebook page.
People can easily know and order according to their demand. We will also do
direct marketing through different retail stores, shops, superstores etc.
6) Personal Selling:
It is a face-to-face conversation with customers. Company can heir special
people only for their brand and we will pay extra money to regular salesmen
for selling his products. For efficient personal selling a sales man should be

A person who has patient to listen customer requirements;

People who can convince the customer to buy the product;
Smiling face and cheer minded;
Smart people who can describe the quality of good properly.

Sometimes company pays extra money or sales commission to them.

Step-8: Collecting Feedback: After doing all of these we should check
that what ever we have done is it worth of it or not. Among all these
promotional tools what people like and what people dislike. About what, they
are confused. If they find anything wrong, what is that? Try to find out the
problem and solve that.

4.e. Pricing Strategy:

There are two types of instant noodles
I.
II.

Fried instant noodles

Cup instant noodles

Price: Fried instant noodles ---- 50 tk

Cup instant noodles ---- 120 tk
Pricing strategy:
1. Cost-plus pricing:
Markup price = unit cost (VC+FC/unit)/(1-expected ROS)

Note: Variable costing: Raw material ---- flour, salt, vegetable oil,
vegetable
Labor cost
Electricity cost
Transportation cost, Commission fee etc
Fixed cost:
Plant cost
Rent
Machinery cost
This price will be same for all flavors. We will also use penetration strategy.
When we will be reach in a stable position in the market price will be
increased.

4.f. Physical Evidence:

As instant noodles will be sold through super shops, departmental shops,
they dont need any single or any brand store. We will arrange a specific self
only for our product in all those departmental stores where they will sell. Self
will be made according to our product, product color, product shape.
We will make an artificial package of instant noodles or a sign board and
place them right beside the cash counter. It will help to make people
remind;
We will also arrange a specific corner in the shop:
That corner will be decorated with our product, logo, spoke persons
picture
If we dont use a corner or dont need then we will pay a certain amount
of money to keep our product in the middle row. Because people usually
look at the middle row and pick product from there.

5.Conclusion:
Todays marketing is all about communicating and making relationship with
customers not only sell the product and get profit. Thats why we make our

marketing plan on the basic of making a long term relationship with

customers not to attain the target sell. We believe it will give us ground to
operate in Bangladeshi market. We hope this will make us more loyal to our
customers. As we always try to improve our product according to our
research, we can say Smith & Jones instant noodles will be the most
expected and desirable brand for the instant noodles in Bnagladesh.