Report on a Business Plan

Submitted by:

Name: ID:

Md. Najmul Huda 1130849030

Najnin Sultana 1230274030

Iffat Ara 1110647030

Eleyas Mahbub Rifat 1130681030

Abu Sayeed Chowdhury 1120832030

Mkt460, Section: 2

Submitted to:

Samy Ahmed, Lecturer,

School of Business, North South University.

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Letter of Transmittal:

August 1, 2015

Samy Ahmed

Lecturer, School of Business

North South University.

Dear Sir,

We would like to give special thanks to you for giving us the opportunity to do this project and

helping us a lot about this project. We have tried our best to do this report with due sincerity.

Despite some limitation we have tried to complete the project accurately.

Should you have any further enquiry concerning any additional information we would be very

pleased to clarify that. Thank you.

Sincerely Yours,

Md. Najmul Huda________________

Najnin Sultana__________________

Eleyas Mahbub Rifat_____________

Iffat Ara_____________

Abu Sayeed Chowdhury_____________

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Acknowledgement:

First of all we would like to give thanks to Allah for giving us the ability to complete the project

properly. Only for the grace of almighty Allah, we could prepare the assignment.

Then we want to express our warmest thanks to our honorable instructor Samy Ahmed, Faculty

member, School of Business, North South University. With his help it has become possible to

complete this project. We are really grateful to him for his special co-operation and support. His

helpful advices inspired us to do this project. His proper guidance helps us to learn about this

project. Actually his contribution to us can‟t be measured; he gave support each and every time

with very friendly manner that can‟t be expressed in word. We are really very grateful to him.

We have done this project within a very short time. If it has any error or fault then we are

praying apology for this.

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Table of Contents Mission statement: .......................................................................................................................... 6

Location (Place): ............................................................................................................................. 6

Budget plan: .................................................................................................................................... 6

Pricing strategy: .............................................................................................................................. 7

Positioning: ..................................................................................................................................... 7

Market segmentation and Target Group Analysis: ......................................................................... 8

Market opportunity analysis (MOA): ............................................................................................. 9

Market Demand: .......................................................................................................................... 9

Market Forecast: .......................................................................................................................... 9

Market potential: ......................................................................................................................... 9

Company Demand: ...................................................................................................................... 9

Integrated Marketing Communication(IMC):............................................................................... 10

Sales promotion ..................................................................................................................... 10

Discount ................................................................................................................................. 10

Contest ................................................................................................................................... 11

Quantity Deals ........................................................................................................................... 11

Couponing ................................................................................................................................. 11

Loyalty Program ........................................................................................................................ 12

Event Marketing ........................................................................................................................ 12

Direct Marketing ....................................................................................................................... 12

Internet Marketing ........................................................................................................................ 13

Website .................................................................................................................................. 13

Social Media .............................................................................................................................. 13

Pop-Ups/Pop-Under .................................................................................................................. 13

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Executive Summary:

We want to launch a hangout place named where our customer can and sit and

gossip with their friends. We will introduce a new coffee flavored ice-cream which is the

combination of coffee and ice-cream. That means we will provide ice-cream that contains coffee

flavor. As this ice-cream is new in Bangladesh so we think we can create a good demand for this

product. We will primarily focus to NSU and IUB students who love coffee and ice-cream. As it

is a hangout place so those who want a hangout place they will also considered as our target

group.

We have estimated that we primarily invest 2 million taka to launch this business and if we can

get good feedback from customer we will be able to make 4,000 BDT profit per day. As a result

we will be able to get our return on investment within one and half years.

We will try to create a good positioning in customers‟ mind so that we can create a good value

for our brand. Our positioning will be We will try

our level best to give unique taste to our customer.

Because of different time schedule many NSU and IUB students get bore and look for hangout

place. We will take that scope as our opportunity. We will provide well decorated hangout place

where they can sit and chill with their friends. So , we think it will create good demand for our

company as well as our product. We also see good potentials in marketplace.

We will use integrated marketing communication (IMC) to promote our business so that our

customer came to know our café easily. We will use discount, contest, coupon, quality deals,

loyalty programs, event marketing, direct marketing as our promotional tool in different

situation. We will have a website page and page on Facebook so that customer can easily find us

and access our information.

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Introduction:

We want to launch a hangout place where our customers can sit, gossip and pass time. We will

also launch a different type of ice-cream there so that our customers can pass their time having

ice-cream. The Ice-cream will be coffee flavored ice-cream. It‟s completely new flavored ice-

cream which will be available in our cafe. We will make this ice-cream specially for those

people who like coffee and ice-cream. The name of our café is

We select this name because we will provide coffee flavor in ice-cream. That‟s why its name is

coffee cream.

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Mission statement:

Our mission statement will be ‘Make you feel a different taste.’

Business plan:

Location (Place): We will select „300 fee in Bashundhara‟ as location for our business cafe. Because it is good

place where people especially students can go for hangout with their friends. It has a good

natural view. Another most important reason to select this place is it is not too far from our target

group (TG).

Budget plan:

Initially we will buy two ice-cream making machine.

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Description: Cost:

Ice-cream making machine ( 2 pcs) 1,000,000 BDT

Decoration and furniture 400,000 BDT

Rent and advance 300,000 BDT

Marketing investment 300,000 BDT

Total 2,000,000 BDT

Pricing strategy: We will use value based pricing strategy for our business. We will try to create a value for our

ice-cream as it will be completely new in ice-cream industry. We will fix 60 BDT for a ice-

cream. Our estimated revenue plan per day is mentioned below:

Day basis revenue plan:

Revenue (60*200) 12,000 BDT

Cost (40*200) (8,000) BDT

Profit 4,000 BDT

Estimated revenue per month: 110,000 BDT

Estimated time to reach break-even point: One and half years.

Marketing plan:

Positioning: We will try to flourish an unique taste in ice-cream. That will help us to differentiate our product

from our competitors those who sell ordinary ice-cream only. Our positioning will be

. We will hardly try to make the taste unique so that customer

like it and can recall our brand during usage situation (At the time when they want ice-cream).

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That means we will give such different taste to our customer so that once they have it, they will

come again and again to take that different taste.

Market segmentation and Target Group Analysis:

Bases of

segmentation

Characteristics

Demographic

(age)

15-20 21-25 26-30 30+

Occupation Student Service holders Businessman others

Psychographic

(personality)

Extrovert introvert dependable Followers

Benefit Tasty Nutrient value Different flavor Energy giving

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First we divide market based on some criteria. Then we select our target group from those

segmentation. Those are highlighted are our target group.

Market opportunity analysis (MOA):

Our target customers are mainly NSU and IUB students. There are a lot of students in NSU and

IUB who loves coffee and ice-cream. Some on them also want a place where they can sit and

gossip with their friends. We will take their interest as our opportunity. We will provide a place

where they can sit and gossip with their friends and can eat their favorite coffee flavored ice-

cream.

Market Demand: We talked with the coffee stall named „Nescafe coffee stall‟ inside NSU campus. We came to

know that they sell around 500 cup coffees per day. It shows how NSU students love coffee. And

this is summer season so there is huge demand of ice-cream in market. So, we can say that there

will exist good demand for our coffee flavored ice-cream if we can launch it successfully.

Market Forecast: If we can grab only 50% NSU students from coffee lover group( 500 customers per day), then it

will be around 250 customers per day which will contribute a big amount of revenue in our

business. Apart from that if we can attract 100 or 150 students from IUB to our outlet per day

then it will also contribute a lot in our revenue.

Market potential: There is huge potential in the market for our ice-cream. We are only one who will provide first

coffee flavored ice-cream in Bangladesh. As result we will also get first mover advantage. These

factors show that there exists a good potential in market for our ice-cream.

Company Demand: As a student of NSU, we know that our class schedule is different. Someone may have one class

at 8.00 a.m. in the morning and another class may have at 2.40 p.m. Between this gap time

students feel boredom, they want a place for hangout and passing their time. And we will take

that scope as opportunity. We will provide them well decorated hangout space where they can

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pass their time by gossiping their friends and having ice-cream. It will create demand for our

café that we can mention as company demand.

Integrated Marketing Communication (IMC):

Tagline: “Taste the Difference”

Message: We promise to deliver the different taste in ice-creams.

Sales promotion

Sales promotion refers to short term use of incentives or other promotional activities that

stimulate the customer to buy the product. Sales promotion techniques are very useful because

they bring in:

(a) Short and immediate effect on sale.

(b) Stock clearance is possible with sales promotion.

(c) Sales promotion techniques induce customers as well as distribution channels.

(d) Sales promotion techniques help to win over the competitor.

We will also use some sales promotion tools to promote our ice-cream parlour, stimulating

instant sales for our service and also for creating a buzz in the market.

Discount

We will provide different types of discount for our products. There will be discounts based on

different occasions such Eid, Puja, Christmas day, Pahela Baishakh, Bashonto Utshob etc. There

will be also discounts on special packages in special seasons and these discounts will be limited

for creating buzz in the market and increasing sales.

There are some other discount offers which will be included:

• There will be a couple offer where the couples will get the chance to add an extra flavor

with the ordered one on the top of the ice-cream and the boy will get a free red rose to

impress his lady during some special occasions like valentine‟s day and winter season.

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• If anyone gives good review in the Facebook group Food Bank, that person will get

lifetime 10% discount.

• If consumers give check in of our place with the photos of our delicious ice-cream, next

day that person will get a waffle for free with the ice-cream.

Contest

Some people are extremely in love with coffee and focusing on those customers we will arrange

a Facebook contest where by liking our Facebook page they will express their love for coffee and

among them we will choose three participants who will be able to express most beautifully and

every person will get a beautiful coffee mug along with their photo and name and they will also

get 375gm imported coffee. While participating in the events of NSU and IUB during different

occasions, we will arrange some on the spot contest. The contest will be based on some

interesting games for couples, friends and individuals and the winners will get free ice-cream of

their favorite coffee flavor for free. We will arrange a selfie contest during mother's and father's

day. People will upload their selfies with their mother and father along with our ice-cream and

we will choose best three photos who will write the best heart touching captions. These three

people will get free family ice-cream package and we will send it to their home.

Quantity Deals

It refers to offer of extra quantity in a special package at less price or on extra purchase some

quantity free/some free services for example : We will give offer like if anyone purchase our

special package, that person will get a cold coffee for free.

Couponing

Coupons are certificates that provide buyers a saving when they buy specified products. Most of

the consumers love coupons: Coupons may stimulate sales of a mature brand or promote early on

trial of a new brand. As a new brand in ice-cream industry we will also use different types of

coupon packs. There are some renowned schools, colleges and universities here in Bashundhara

who are our target customer and we will distribute our coupons in these places. There will be

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10% discount if someone come to our ice-cream cafe and show the coupons within the deadline

of the offer. We believe this will definitely create a positive repose in the consumers.

Loyalty Program

For our regular consumers, we will provide membership card and they will get 5% discount

every time they show the card during purchase time for a certain period of time. We will also

take their personal reviews about our products and services as feedback and if any of their

feedbacks proves to be successful for creating awareness, recognition and recall factor of our

business, we will give that customer a lifetime membership card.

Event Marketing

During Pahela Baishakh, Pahela Falgun and other occasions, NSU and IUB organize cultural

functions and these are very popular events. We will participate in these events by decorating a

beautiful stall focusing on the theme of the events along with all our regular and special

offerings. We will enhance the enjoyment by arranging some interesting games for the students

and the name will be "Win and Eat".

Direct Marketing

Nowadays direct marketing has become a very popular IMC tool. We will also use some direct

marketing techniques to reach our target consumer.

• Direct Mail: We will send our consumers direct mail and provide them information

based on their requirements and also some offers.

• Broachers: We will pay some restaurants inside Bashundhara area who don't sell ice-

cream to distribute our broachers.

• Posters: We will distribute posters inside NSU and IUB cafeteria and in front of the

schools, shopping malls and departmental stores of Bashundhara area.

• Banners: People will see our banners along with our address and phone in numbers

around Bashundhara gate and Mahedi Mart.

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Internet Marketing

Website

We will have our own website which will help our customer to get information easily. We will

design our website based on variations and uniqueness of our ice-creams. In our website we will

provide all information about our ice-cream cost, special offers, upcoming offers etc. We will try

to engage our customer by offering different types of flavors and special services. These types of

activity will help to gain customer attention. For more information we will set up a customer

help line in our website.

Social Media

We will try to create a buzz in the social media to increase our ice-cream cafe popularity, to do

this kind of things we will pay for the advertisement in Facebook and Twitter. We will have

Facebook and Instagram page where we will post our special offers, daily updates, and customer

experience story about our ice-cream and that‟s how we can gain attention of customers. We will

also give our customer special offers if they check in our ice-cream cafe location. We will post

some videos on YouTube and share it on both our Facebook page as well as on our website.

Pop-Ups/Pop-Under

While accessing internet people will see our online advertisement on the screen and our

advertisement will also appear underneath the Web page and will be visible only when the users

leave the page.

Conclusion:

If we can successfully launch this café we think it will be a lucrative business. It will helps the

students to connect with their friends as it is a hangout place. Initially if we get response from

this area we will also expand our business to other location also. We will select those places as

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our café which is near than the university campus. We have also a plan to launch more different

flavor ice-cream later if we can be successful in our project.