marketing plan(a4)

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Table of Contents

Contents Page No.

Letter of Transmittal

Acknowledgement

Executive Summary

Chapter-1 Situation Analysis

1.1 Product & Service Analysis

1.2 Market Analysis

1.3 Distribution Network Analysis

1.4 Competitive Analysis

1.5 Historical Results

1.6 Current Financial Situation

Chapter-2 SWOT Analysis

2.1 Strengths

2.2 Weaknesses

2.3 Outside Opportunities

2.4 Threats

Chapter-3 Marketing Objectives & Issues

3.1 Mission

3.2 Financial Objectives

3.3 Marketing Objectives

Chapter-4 Marketing Strategy

4.1 Target Marketing

4.2 Positioning

4.3 Marketing Strategies & tactics

4.4 Marketing Mix


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Table of Contents (Cont..)

Contents Page

Chapter-5 Financials & Budgets

5.1 Break Even Analysis

5.2 Sales Forecast

5.3 Marketing Budget Forecast

Chapter-6 Marketing Organization

Chapter-7 Performance Monitoring

Recommendation

Sources


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LETTER OF TRANSMITTAL

15th December, 2009.

Afreen Choudhury

Department of Business Administration

East West University

Subject: Letter regarding submission of TERM PAPER on making a marketing plan

for a new product.

Dear Madam.

Its a great pleasure for us to have the opportunity to submit a term paper on making a

marketing plan for a new product. This had been a great experience for us to work with such

a practical & real life issue to analyze with. We tried utmost to make & let it look like a

professional one. Any shortcomings are expected to have a kind view for our encouragement.

Thank you for your sincere & honest try to let us make easy & get familiar with the different

term and facts of marketing as well as about making plan to help us make the paper a

successful one.

Our efforts will be valued, if this report can serve for what its been meant for & our

assistance will be there for any queries.

Sincerely yours,

Shamim Ahmed Khan

Tahmina Ahmed

Raisa Taslim

Khandkar Tahsin Faruque


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ACKNOWLEDGEMENT

Our work on preparing a term paper on creating a marketing plan for a new product is a great

experience for us in light of the course Marketing Management. We strongly believe works

like this will surely help us to have a clear concept about the making a marketing plan.

All the praise belongs to Allah the all knower & best of the helpers to make our report a

practical one by providing us the mental & physical toughness in course of preparation of the

report. Our next honest & heartiest gratitude goes to Afreen Choudhury, lecturer & our

honorable course instructor for her sincere and utmost guidance to prepare this report &

gather huge practical and realistic knowledge, to make us understand the topics, terms &

make us familiar with this course.

We would like to thank the DBBL group members who responded to our inquiries in

completing the plan successfully. We express our sincere gratitude to the members of ATM

card department of DBBL, for providing us with all the necessary institutional support and

guiding us throughout the study period despite their busy schedules.


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Executive Summary

Dutch-Bangla Bank Limited is the market leader in the online banking among the private

banks of Bangladesh. Due to its contribution to the society as well as national economy, it has

made a clear distinction and has occupied a separate and respected position in the banking

sector of Bangladesh. It is the first bank to be fully automated and introduce Electronic

Banking. Any DBBL client now has unrivaled access to banking from any DBBL branch,

ATM and POS. All of these services are surprisingly affordable for everyone.

With a number of deposit accounts, DBBL is also offering a number of debit and credit card

services. They are currently offering six types of debit cards, some of them also accepted

internationally. DBBLs debit cards are more secure, convenient and cheaper than any other

debit cards available in the market. As an affordable card provider with better quality, DBBL

has become the market leader in Bangladesh terms of Debit cards.

Although DBBL has a variety of debit cards available, it has so far ignored the demand of

student debit card. It does not posses any specific debit card for students, although students

can buy their currently available debit cards but with a market research DBBL found that

there is a demand for student specified debit card with a lower cost and additional benefits.

This sector is so far ignored by most of the banks in Bangladesh. With the growing number of

students both in private and public sectors, DBBL has found that there is a huge opportunity

in this sector.

DBBL has conducted several surveys among students of different colleges and universities of

Bangladesh for last 1 year to identify the market need. It has also researched on other market

variables and the overall result is positive enough to launch a new debit card for students.

With a strong position in the market, good public image, strong financial backup and most

importantly having the largest ATM network in Bangladesh and the largest IT budget in

Bangladesh, DBBL is hoping to become successful in this particular field.

With all the available market information and with the core objective of uncompromising

commitment to fulfill its customer needs and satisfaction to become their first choice in

banking, DBBL is going to launch a student specified debit card by the start of 2010. As the

card is for the youthful generation, the name of the card would be GENERATION-X.


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Chapter-1

Situation Analysis

DBBL is planning to enter a new market segment with a current product. It will

emphasize on marketing strategy, target marketing and the appropriate marketing mix to

build up a new and strong customer base. DBBL is already offering several types of debit

cards and now after observing the market demand and opportunity, they are entering a new

market segment with a slight modified but existing product that is DBBL is following

market development strategy.

1.1 Product & service Analysis:

DBBL is going to offer a new ATM debit card to the market. The main and only

target customers of the card will be students that are to purchase the card; the holder of the

card must be a student of any college or university. The card will be issued against the users

bank account and the uses of the card depend on account balance. The card will be only

accessible through ATM. So far DBBL has offered different types of debit card like DBBL

Nexus Classic, DBBL Nexus Silver, DBBL Nexus Gold, DBBL Nexus Maestro, and DBBL

Nexus Visa Electron and now they are launching a card for students having the name DBBL

GENERATION-X

DBBL so far have offered quality service with affordable cost. Although it is offering

superior service but it does not have any specific debit cards for students. Now DBBL wants

to fill up this lacking and want to offer a debit card having several quality services with

minimal cost. DBBL want to focus especially on cost, accessibility and additional benefits

that is, it want to offer a card for students which will cost very low, which will be highly

accessible and which will have additional benefits.

1.2 Market Analysis:

DBBL surveyed for a long time to find out in which field they can enhance their

success and they have found that they can serve the students. It has evaluated the market

segment attractiveness for a long time and able to gather dependable information to select one

particular market segment that is the students. This information will help DBBL to serve their

new customer segment efficiently and to build a loyal and long term customer relationship.


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DBBLs geographic segmentation would be based on the cities or metro size.

Primarily it will launch the product in the major two cities of Bangladesh which are Dhaka

and Chittagong. If DBBL observes a positive feedback then they will spread it over time.

DBBL will choose both male and female customers. Their main target will be the

students who are aged around 18-25 years. The minimum educational qualification will be

higher secondary or A-Level, maximum is graduation. Any students who want to have the

card must be Bangladeshi according to nationality.

1.3 Distribution Network Analysis:

DBBL is planning to make the debit card available through any operating branches.

As it is going to launch the product only in Dhaka and Chittagong city primarily, the card will

be available in any of the branches operating in Dhaka and Chittagong. At present there are

26 branches of DBBL in Dhaka and 12 branches in Chittagong. In case of distribution, DBBL

will use corporate vertical marketingsystem that is it will combine successive stages of

production and distribution under single ownership. DBBL will also use intensive

distribution which means they want to make the product available where and when

customers want them.

1.4 Competitive Analysis:

DBBL faced tough competition in general debit card sector but in case of student

debit card, it has a very low competition as there are only a few banks offering such type

card. After analyzing the overall market DBBL has come to the conclusion that their main

competitor is Eastern Bank Limited (EBL) because they are already offering such type of

cards that are specified for students and these cards are well established in market. They are

offering the card to all the students who will open an account in EBLs Campus Account.

It will cost the students 2000Tk to open the account and have the debit card. Eastern bank is

also in a good position in the market and very much renowned to public as a bank which

performs significant amount of student related activities.

DBBL will face monopolistic competition as there are several other banks with

differentiated offering that is debit cards of different types. Another reason why DBBL will

face monopolistic competition is that, one of its main focus areas is market segment. Which

are students in this case.


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In competitive analysis DBBL has to determine the strategies and objectives of their

competitors. It will also identify their competitors strong and weak point based on which they

will design their strategies. In terms of DBBLs main competitor EBL, the strong point of

EBL is, they have already an established card in the market for students. Their weak point is,

they do not possess such a large number of ATM and POS services like DBBL. Another

thing that DBBL have to consider when analyzing competitors is to see the three variables

which are share of market, share of mind and share of heart. It means DBBL has to identify

how much market share is occupied by the market competitors and also how much the

competitors have occupied the mind and heart of the customers.

1.5 Historical Results:

DBBL so far conducted their operation very successfully. DBBLs performance was

satisfactory from the very beginning of their operation. With the help of its superior service,

DBBL has achieved a strong position in the market. The bank has won numerous

international awards because of its unique approach as a socially conscious bank. It is the first

bank in Bangladesh to be fully automated and now it is having the highest number of ATM

booths all over Bangladesh. In the recent years it became so popular that it set the record for

the highest share price in Dhaka Stock Exchange in 2008. As a provider of good quality

service with affordable cost, it has made a good image in the mind of the customers. With a

history of immense technological investments and an even larger donation, DBBL has

become the leader in the online banking among the private banks of Bangladesh.


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1.6 Current Financial Situation:

The highlights of the overall financial situation of DBBL of last five years have

illustrated below to give everyone a clear idea about DBBLs financial position. Some graphs

are also presented for better understanding of the topic. All the amounts are in million taka.

Financial Highlights


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Some Charts are given below regarding the financial condition of last five years of DBBL.


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Chapter-2

SWOT ANALYSIS:

2.1 Strengths:

Highest number of ATM booths (586) and POS service (More that 1000) all

over the country.

Large number branches situated all over Bangladesh.

Has the position of market leader in terms of cards.

Has a strong public image because DBBL practices the highest number of

CSR activities. DBBL is also the first bank in Bangladesh to be fully

automated.

Has the largest IT budget amongst the banks of Bangladesh.

2.2 Weakness:

Difficult to measure response from students as there are numerous numbers of

colleges and universities located all over Bangladesh.

High initial investment but profit will be low.

High advertising and promotional cost.

Limited marketing budget to create brand awareness.

Lack of experiences to deal with students.

2.3 Opportunities:

Participating in a sector where there is massive opportunity of success because

the sector is only in preliminary stage and it is growing day by day.

Demand of a card that comes with several benefits alongside with lower cost.

Market share can be enhanced


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Change in trends among students that is electronic banking is becoming

popular day by day.

Continuing opportunities through strategic alliances.

2.4 Threats:

By seeing the chance of getting profit, new competitors may arise in this

sector.

Possibility of huge loss if there is not enough response from customers.

Competition from similar service provider like Eastern Bank Limited.

Economic imbalance may arise which may cause missing the customer.

Chapter-3

Marketing Objectives & Issues:

3.1 Mission:

DBBLs mission is to offer the target customer with a debit card that satisfies their

need and demand with an affordable cost. Its main target is to make sure that their customers

are satisfied and to make them satisfied they will try their level best. DBBL surveyed for a

long time before launching the product and thus successfully able to identify the actual need

of the students. Its mission is to fulfill that need efficiently and properly. It mean, DBBL will

provide the customers what they want and so DBBL has set their mission statement We

Think Like You.


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3.2 Financial Objectives:

Retain sufficient budget to increase the number of ATM booths in future.

Satisfactory growth rate after 2nd year.

Making the profit of the company healthier.

Decrease the variable cost associated with debit card production.

Offer a card at a lower cost than others to earn the position of cost leadership.

Achieve sales of taka 1,25,00,000 by the end of one year.

Achieve contribution margin of 60% of sales in the first year, 60% in the

second year and 65% in the third year.

3.3 Marketing Objectives:

Generate brand awareness through different campaigns and promotional

activities.

Ensure the availability of cards and ATM booths to students in as many

locations as possible.

Increasing the number of new customers each year and turn them into long

term customers.

Expand the service throughout the country within 5 years.

Attaining such a position in the minds of the students so that whenever they

think of a bank, DBBL become their first choice.


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Chapter-4

Marketing Strategy:

4.1 Target Marketing:

DBBL will focus on which type of marketing strategy it will undertake for their target

market. According to its decision, DBBL will use differentiated marketing strategy where

it will select one market segment which are students and design a separate offer for them that

is GENERATION-X debit card.

After evaluating the specific segment attractiveness, DBBL has decided to launch

their new debit card among students. DBBL has divided their target customers into two

groups. One is higher secondary students and another is undergraduate students. Primarily

DBBL has decided to launch the card only in Dhaka and Chittagong cities that is their

primary target market is the different college and university students of Dhaka and

Chittagong city.

4.2 Positioning:

In the process of occupying a distinctive place in the mind of the target customer

DBBLs POD (Point of Difference) will help them a lot. TheirPOD is having the highest

number of ATM booths and POS centers throughout the country. This is their POD

because at a time DBBL has the ability to offer the number of ATM & POS service it is

claiming, it has the proper communication ability with their POD because of widespread

distribution network and finally, its POD is also sustainable because it is not easy for any

banks to copy such a huge number of ATM booths.

DBBL will identify the products with which they will compete and which will work

as close substitutes to customers. By doing market research it has found that there are a

number of debit cards available in the market provided by different banks such as Eastern

Bank, Prime Bank, Mercantile Bank, Standard Chartered Bank and lots more.

Youths who need a card that comes with exciting features and minimum

cost, Generation-X is the right solution for them.- This will be used as the

positioning statement of DBBLs new debit card.


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The benefits that DBBL is looking forward to provide through GENERATION-X

are listed below-

Availability of booths in different university campus.

Payment of tuition fees through this card.

There will be no annual card holding fees

Card holder will enjoy a discount in all the theme parks and sports zones located in

Dhaka & Chittagong.

There is an extra amount which has to pay if a DBBL debit card holder uses another

ATM booth other than DBBLs ATM booth. In case of GENERATION-X card,

this extra charge will be low.

The amount of money withdrawal ranges from minimum 500tk to maximum

30,000tk.

4.3 Marketing Strategies & Tactics:

DBBLs marketing strategy will be based on based on developing the visibility of its

new product offering that is GENERATION-X debit card. DBBL will use advertising as a

medium of promotion. It will give advertisement on newspapers and different magazines

focusing on the sports & lifestyle sections of these newspapers and magazines. DBBL will

also use several other ways to develop its products visibility. The major reason of using

these ways is to communicate the message among students that DBBL is the best debit card

provider who now brought a new card for students with affordable cost and additional

features. DBBL should also do it to create brand awareness and effective customerrelationship. DBBL also have to take proper defensive strategies as a market leader. It should

be done to remain safe from different attacks which may arise from market challengers,

followers or niches.


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DBBL is planning to introduce their product at 2010 and assuming that at 2012 it will

reach at its maturity stage. DBBL has assumed it because by doing market research they have

found that there is almost no competition in the market in terms of student debit card. Only

one bank is providing this type of specified card. So DBBL has planned to use huge amount

of promotional activities from the very beginning to establish its product in the market and if

DBBL become successful in doing this then the new product may reach to its maturity stage

within three years. At present DBBL is not thinking about decline stage but for future, they

will also take it under consideration. DBBL will undertake different strategies in different

stages of product life cycle.

In the introduction stageit is assumed that the profit will be low and sales growth

will also be slow. DBBLs promotional expenditure will be highest because it will have to

inform the potential customers that their product is available in the market. As DBBL is the

adopter in the market in terms of student debit card, it has to ensure superior quality to

become successful. DBBLs main marketing objective will be creating product awareness.

The amount of sales promotion should also be higher.

In thegrowth stage, it is expected that sales and profits will start to climb up. New

competitors might arise in the market by seeing the growing opportunity if profits. DBBLs

promotional cost will decrease as sales and profits will rise. In this stage, DBBL will change

its advertising strategy. It will now emphasis on product preference advertising that prefers

the customers to have DBBLs product. It can also lower the price of the card a bit to attract

new customers. DBBL can also enhance their distribution coverage. These things will be

done based on increasing demand.

At preset, DBBL is concerned about the maturity stage. It can think of different

strategies which it can take if its new product reaches to its maturity stage. Some of thestrategies would be to retain the stable position in the market as well as remain cautious about

competitors. DBBL can use additional promotional cost which will increase their overall

expense. Adding and improving the features, quality and style might also increase their

expense. Most of the cases DBBL have to lower its price to attract new customers and retain

the existing ones.


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Decline stageis also not in the consideration at present but if DBBL face such stage

then there are also some strategies that DBBL can undertake. One of the major strategies

would be to determine whether to retain the product or quite the market. DBBL also might

need to increase its investment because in this stage all the competitors will try their levelbest to regain their position. So competition will be very high. Another important strategy is

to determine whether DBBL should go for divest, that is removing GENERATION-X from

the market and use the investment amount in another sector.

4.4 MARKETING MIX:

DBBL will decide its marketing mix with the combination of 4Ps that is product,

price place and promotion.

Product:

DBBL wants to emerge in the industry with an offering that has certain features. Like-

Student specified debit card, which means only students can get the card.

Easily accessible

Better service with affordability.

Additional benefits.

GENERATION-

1523 6584 2458 4625


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Price:

In terms of pricing, DBBL will follow value pricing method that is they are planning

to offer the right combination of quality and service at a fair price. DBBLs pricing policy

will be like following:

There will a special account for students which will cost 500tk to open. Any students

who will open that account will be given the card free of cost which means the price of the

card will be 500tk. There will no annual card holding fee. All charges will be inclusive of

VAT.

Place:

Initially DBBL is focusing on Dhaka and Chittagong and over time they will expand

it. Primarily it is choosing these two geographic areas because by doing several researches

DBBL has found that the affordability and demand level of the students of these two areas are

satisfactory and promising enough to launch a new debit card. DBBL is planning to distribute

its card through different DBBL branches located in Dhaka and Chittagong. At present there

are 26 branches in Dhaka and 12 branches in Chittagong.

Promotion:

DBBL will promote its product through a number of ways.

Promotional campaign: DBBL will organize sessions and press conference. It will

organize different campaigns among students of different colleges and universities to make

them knowledgeable about the card. DBBL will also promote its product in all the available

ATM booths and in as many branches as possible.

Advertisement: DBBL will also use advertisement in newspapers and magazines

specially focusing on the sports and lifestyle section. It will also use radio as advertising

media because now-a-days radio channels are very much popular among young. DBBL will

also use the billboards to advertise its product.

Sponsor: DBBL can also sponsor different student events where it can promote its

product.

Website: DBBLs website will also be helpful in this process as it will update their

website with necessary information related to its new product offering.


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Chapter-5

FINANCIALS, BUDGETS & FORECASTS

The estimated financial overview will be discussed under this section which will

include break-even analysis, sales forecasts, expense forecast & monthly expense budget.

5.1 Break Even Analysis:

After analyzing all the factors, DBBL has set their break-even sales at taka 2,50,000

per month and their BEP volume would be 500 units per month. The calculation is given

below:

Monthly Fixed Cost: 100000Tk

Variable Cost per Unit: 300Tk

Estimated Sales: 4000 unit (per month)

Price: 500Tk

Unit Cost = Variable Cost per Unit + Fixed Cost /Estimated Sales

=300+100000/4000

= 325Tk

Break Even Volume = Fixed Cost/Price-Variable Cost

= 100000/500-300

= 500 Units (Per Month)

Break Even Amount = 500*500 = 250000Tk

The overall Break-Even Analysis is given below in a table.

Break-Even Analysis

Break-even units (monthly) 500

Break-even sales (monthly) 250000Tk

Per unit variable cost 300Tk

Monthly Fixed Cost 100000Tk

Monthly Total Revenue 2000000Tk

The Break Even analysis is illustrated below in a graph.


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Taka TR

Profit

TC

2,50,000

1,00,000 FC

0 200 500 2000 les

Sales Volume (In units)

5.2 Sales Forecast:


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DBBL estimated that with the flow of time its sales will rise gradually. As sales will

rise, the direct cost associated with sales will also rise gradually. DBBL has divided the target

customer into two groups: HSC students and Undergraduate students. DBBL estimated sales

and direct cost of sales for each group and also calculated the total sales amount and total

direct cost of sales amount under each group. The estimated sales forecast for the next three

years is illustrated below in a table.

Sales Forecast

Sales 2010 2011 2012

H.S.C/ A Level 37,80,000 39,00,000 65,70,000

Undergraduate 88,20,000 1,17,00,000 1,53,30,000

Total Sales 1,26,00,000 1,56,00,000 2,19,00,000

Direct Cost of Sales

H.S.C/ A Level 7,56,000 7,80,000 10,95,000

Undergraduate 17,64,000 23,40,000 25,55,000

Total 25,20,000 31,20,000 36,50,000

To provide a clear view, two different bar charts for sales and direct cost of sales are given

below:


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5.3 Expense Forecast:

To give a clear idea about DBBLs annual expense in the next three years, it has

prepared an estimated expense budget for the next three years. DBBL has showed the

individual sector expenses for each year and also the total expense for each year. DBBL has

also mentioned here the amount of its expected contribution margin and the ratio of

contribution margin to sales for each of the next three years. This budget is prepared to set a

target expense amount which will facilitate DBBL to set promotional and other expense

activities. The marketing expense budget for next three years is given below:

Annual Expense Budget

Marketing Expense

Budget

2010 2011 2012


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Advertisement 14,00,000Tk 13,00,000Tk 21,00,000Tk

Campaigns 6,00,000Tk 7,50,000Tk 8,00,000Tk

Additional Expense 10,00,000Tk 10,50,000Tk 16,00,000Tk

Total sales and marketing

Expense

30,00,000Tk 31,00,000Tk 45,00,000Tk

Percent of Sales 23.81% 19.87% 20.54%

Contribution Margin 70,80,000Tk 93,80,000Tk 1,37,50,000Tk

CM/Sales 56.19% 60.12% 62.78%

A bar chart is given below to show the sector wise estimated expense in 2010, 2011 and

2011.

Chapter-6

MARKETING ORGANIZATION:

DBBLs organizational structure is illustrated below.

CEO/Managing Director


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Additional Managing Director

Deputy Managing Director

Executive Vice President

Senior Vice president

Vice president

First Assistant Vice President

Assistant Vice President

Senior Principal Officer

Principal Officer

Senior Officer

Officer

Junior Officer

Clerk

Production Department: This department will be responsible for producing and delivering

the product that is Generation X debit card.

Marketing Department: This department will be responsible for making the appropriate plan,

developing marketing mix, setting marketing objectives, setting marketing strategies and

tactics etc.


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Finance Department: This department will be engaged in setting the financial objectives,

preparation of budget, break-even analysis etc.

Control Department: This department will observe whether everything is going according to

plan that is, they will monitor the performance.

PERFORMANCE MONITORING:

After developing the plan and launching the product in the market, DBBL has to monitor the

performance of the product. DBBL will observe the market closely to see whether the market

has accepted Generation-X or not. They should also monitor the overall sales, costs etc to

see whether they are going according to DBBLs expectation. DBBL should also identify

whether they have become successful to attain the expected growth and market share. IfDBBL finds any problem in any of the things, then it should also take proper actions and

corrective measures.

Sources

Books:

1. Principles of Marketing

Philip Kotler

Gray Armstrong

11th Edition


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2. Marketing Management

Philip Kotler

Kevin Lane Keller

12th Edition

Websites:

www.dbblbd.com

www.mplans.com

Interviews:

1. Mesbaul Asif Siddiqui

Senior Relationship Manager

HSBC

Contact: [email protected]

2. Mr. Nazrul

Card Operation

Dutch Bangla Bank Limited

Contact: [email protected]
http://www.dbblbd.com/http://www.mplans.com/mailto:[email protected]:[email protected]://www.dbblbd.com/http://www.mplans.com/mailto:[email protected]:[email protected]

marketing plan(a4)

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