DELIGHTS

PARADISE

Overview

Situational Analysis
Competitor
STP
Brand Building
Marketing Mix
Implementation
OVERVIEW SITUATIONAL
ANALYSIS

COMPETIT
OR

STP

THE
BRAND

MARKETING
MIX

SWOT
STRENGTHS

WEAKNESS

QUALITY

VARIETY AND EXCLUSIVITY

SMALL TARGET MARKET

EXCELLENT CUSTOMER RELATIONSHIP

SEASONAL SALES

OPPURTUNITIES

THREATS

UNSATURATED MARKET

THREAT OF NEW ENTRANTS

GROWING PURCHASING POWER

ESTABLISHED BRANDS

OVERVIEW

SITUATION COMPETITOR
ANALYSIS
ANALYSIS

STP

THE
BRAND

MARKETING
MIX

COMPETITION

PREMIER

EXCLUSIVE

SWEETS

SWEETS

Rosh
JAYPUR

PROMINENT

SWEETS

SWEETS

OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR STP
ANALYSIS

THE
BRAND

MARKETING
MIX

MARKET
ANALYSIS

MARKET
SEGMENTS
20yrs. 30 yrs.

Upper Class
Upper-Middle
Class
Middle Class

Not frequent
buyers
Prefers foreign
desserts
Open to
experiments and
innovations

30 yrs. - above

High buying
power
Demands
premium
products
Moderate buying
power
Demands
affordable
products with
quality

MARKET
ANALYSIS
Target market by priority
20yrs. 30 yrs.

Upper Class
Upper-Middle
Class
Middle Class

30 yrs. - above

1
2

BUYING
BEHAVIOUR
In Special Occasion
In Special Occasion

In Special Occasions

While Visiting People

or Places
People Who Actually
Love Sweets

CONSUMER
BEHAVIOR

CONSUMER
BEHAVIOR
Factors that determines purchase

1. Quality
2. Location
3. Brand loyalty
4. Brand image

7
6
5
4
3
2
1
0

Demands
Fluctuation

SEGMENTATION &
TARGETING
SALARY FROM 35,000 & ABOVE

DEMOGRAPH
IC

MIDDLE,UPPER-MIDDLE & UPPER

CLASS

PRIME LOCATIONS AT

GEOGRAPHIC

OVERVIEW

SITUATIONAL
ANALYSIS

DHAKA & CHITTAGONG

COMPETITOR
ANALYSIS

STP

THE
BRAND

MARKETING
MIX

POSITIONING

CELEBRATE YOUR EVERLASTING

MOMENTS

WITH

TASTE

OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

STP

THE
BRAND

MARKETING
MIX

BRAND IMAGE
EXCLUSIVITY

EXCLUSIV
ITY
UNIQUEN
ESS
QUALI
TY

PREMIU
M&
REGULA
R
OVERVIEW SITUATIONAL
PRICING
ANALYSIS

UNIQUENESS
QUALITY
PREMIUM

COMPETITOR
ANALYSIS

STP

THE
BRAND

MARKETING
MIX

PRICE

IMPLEMENTATIO
N

CONCLUSION

BRAND ELEMENTS

DELIGHTS PARADISE
SWEETS FOR YOUR SWEET MOMENTS

OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

STP

THE
BRAND

MARKETING
MIX

BRAND
ATTRIBUTES

VIBRANT

CLASSY
STYLISH

LUXURIOUS

OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

STP

ECSTATIC
THE
BRAND

MARKETING
MIX

PACKAGING

PEOPLE DO JUDGE A BOOK BY ITS COVER

PEOPLE DO JUDGE A BOOK BY ITS COVER
OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

STP

THE
BRAND

MARKETING
MIX

SOME OF OUR PRODUCTS

IDEA

THE

BIG
IDEA!
OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

STP

THE
BRAND

MARKETING
MIX

4 PS
PRICE

PRODUCT

REGULAR SWEETS - MADE LOCALLY

EXCLUSIVE SWEETS NEW INNOVATED & IMPORTED

Pricing Strategy : Market

REGULAR (LOCAL) : BDT 349 649 Per KG

EXCLUSIVE (NEW & IMPORTED) : BDT 799 Per KG & ABOVE

PROMOTION

PLACE

ADVERTISING WORD OF MOUTH,

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

OUTLETS AT GULSHAN, BANANI, DHANMONDI,

BAILY ROAD, UTTARA, KHULSHI, AGRABAD

SOCIALMEDIA WEBSITE, NEWSPAPER

OVERVIEW

Penetration

STP

HOME DELIVERY THROUGHOUT THE CITY

THE
BRAND

MARKETING
MIX

DISTRIBUTION
CHANNELS

FACTOR
Y

IMPORTS
FROM
MIDDLE
EAST
OVERVIEW

RETAI
L
OUTET
S

PROMOTIONAL
TOOLS

SOCIAL MEDIA
MOBILE
OUTLETS FOR
SAMPLE
TASTING
PRINT ADS

BILLBOARDS
OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

STP

THE
BRAND

MARKETING IMPLEMENTATI
MIX
ON

CONCLUSION

PROMOTION
STRATEGIES
Promoting our brand using pull strategy to capture
more market shares and attain maximum profitability
Incorporating our brand with patriotism
Focus on products like yoghurts, special imported
sweets with lots of garnish and low calorie sweets.
DURING
RAMADAN:

Promoting healthy products like

yoghurts
Discounts on traditional Ramadan
Foods, Jilapi, Assorted Dates etc.

PROMOTION
STRATEGIES
DURING EID:
Special discounts up to 3 days during Eid
Eid special items focused on the youth
Eid special promotion of newly imported sweets
Other special discounts on Pahela Boishakh, Pahela Falgun

Milk based
delicacy

Halwa

Variations
Crispy
delicacy

Choco-Milk
based delicacy

Date based
sweet

PROMOTION
STRATEGIES
SUGAR FREE SWEETS:
Keeping the large number of diabetic patients into consideration
and producing a different category of sweets for the diabetic
people with very less calories
Ensuring maximum quality and not using non edible ingredients
for making low calorie diabetic sweets
Offering special discounts

ADVERTISEMENT
IDEAS

INFORMATIVE

EMOTIONAL
OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

OUR PACKAGING
USP
CUSTOMIZATION

APPEAL

STP

THE
BRAND

MARKETING IMPLEMENTATI
MIX
ON

CONCLUSION

IMPLEMENTATION

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Print Media

Billboards

Social Media

OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

STP

THE
BRAND

MARKETING
MIX

IMPLEMENTATION

CONCLUSION

FUTURE
VISION
Attaining maximum profitability and hold a positive
image of the firm
Making our social media sites very informative & helpful
Capturing enough market shares for being able to go
international
Extending our product line and bring more innovations
& imports through

MONITORING
MONITORING
INCREASE IN

STORE TRAFFIC

INCREASE IN MONTHLY

CLICKS THROUGH

SALES

ONLINE ADS

INCREASE IN WEB

TRAFFIC

INCREASE IN NUMBER OF

OVERVIEW

SITUATIONAL
ANALYSIS

COMPETITOR
ANALYSIS

HOME DELIVERIES

STP

THE
BRAND

MARKETING
MIX

IMPLEMENTATION

CONCLUSION

MONITORING

Goal Attainment

LOYAL CUSTOMER
BASE

RETAIN
BRAND CUSTOMERS
PROMISE
QUALITY ENSURED

LOW PROFIT
MARGINS

INCREASE IN
MARKET SHARES

PROFIT
MAXIMIZATION

MONITORING

Market Effectiveness Evaluation

Conduct Surveys periodically in prime locations such
as Bashundhara City, Trade fair , places that attract
our target group.
Keeping Tab on Consumer Behavior :
Monitor purchases with corporate discounts.
Identify the products most sold using the
discount coupon.
OVERVIEW

Implementation

SURVEY
HOW OFTEN DO YOU HAVE SWEETS?
WEEKLY
MONTHLY
OCCASINALLY

WHAT IS YOUR INCOME RANGE?

BDT 35,000 OR LOWER
BDT 10,000-50,000
BDT 50,000 OR HIGHER

-WOULD
YES
NO

YOU WANT SWEETS TO BE DELIVERED AT YOUR DOORSTEPS?

SURVEY
WHAT IS YOUR CURRENTLY PREFERRED BRAND?
PREMIUM SWEETS
PROMINENT SWEETS
JAIPUR SWEETS
ROSH
MEENA SWEETS
CAPTAINS WORLD SWEETS
SPECIALTIES FROM VARIOUS AREAS

-ON WHICH OCCASIONS WOULD YOU BE WILLING TO BUY PREMIUM QUALITY SWEETS ?

EID/PUJA

WEDDINGS

BENGALI NEW YEAR

EXAM RESULTS

SHAB-E- BARAT

FAMILY CELEBRATIONS

-WHAT ARE THE MAIN FACTORS THAT APPEALS TO

YOU WHILE BUYING SWEETS?

PRICE
BRAND
HYGIENE
VARIETY
PACKAGING
LOCATION
-DOES THE THOUGHT OF IMPORTED SWEETS
APPEAL TO YOU?
YES
NO

-WOULD YOU BE WILLING TO PAY BDT

FOR IMPORTED SWEETS?
YES
NO

799+/KG

SURVEY

FROM

CREATIVE MINDS

AQIB AHMED
2. FAQRUL HOQUE
3. SHAKIL AHMED
1.