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SUBMITTED TO:
Bankim Chandra Sarker
Lecturer
Department of Marketing
University of Barisal
SUBMITTED BY:
Md. Liman Bakhtiar
ID: 16MKT008
MBA 1st Batch
Department of Marketing
University of Barisal
Bangladesh is one of the promising countries in this sector. Because every year Bangladesh
earns significant level of GDP from this sector. In 2016 Bangladesh earned 6.29 billion from
this emerging sector. Through this environment pollution the average temperature is
increasing. Eco consciousness is increasing among the people all over the world. The
preferences of ecofriendly products are also increasingly. People are fashion forward,
environmental conscious, and likely live close to city and metropolitan areas. They cannot
afford the high-priced designer bags they so covet. For many of them, carrying such bags
which may be made of leather and have high prices. BlueSky’s online rental service will
provide these women with access to designer handbags fulfilling their desires for the luxury
experience. It will allow them to carry a like new bag as often as they would like for as long
as they would like for a fraction of the retail value of the bag. Our marketing strategy will
allow us to satisfy these women’s craving and need for luxury items and capture a portion of
the disposable income they are prepared to devote to fashion.
BlueSky handbags are stylish and trendy. They come in different sizes like small,
medium, and large. BlueSky handbags and kids bag come in many different designs,
Competitive Advantages
BlueSky handbags and kids bag have an advantage over the leading stores because our prices
are much more affordable than stores that sell similar bags with high price. Also, our bags
will not fall apart after only a few days. If so, then the customer will get a money back
guarantee. Besides our other competitive advantages are mentioned below-
We are one of the pioneer organizations who are producing handbags with garment
wastages that creates environment pollution.
Our handbags will be easily disposable and eco friendly
We will employ optimized distribution network to ensure fast and timely delivery.
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01.3 Competitor Review
Women comprise large segments of Bangladeshi bag market. Most of the companies are
offering leather bags to their customers that are made from leather of different animals.
In this part we have mentioned the strengths, weakness, opportunities and threats of our
handbags. Strengths and weakness represent the internal capacities of our organization as
well as opportunities and threats are external to us.
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02.1 SWOT Analysis
Strengths Weakness
03. OBJECTIVES
We have set aggressive but achievable objectives for the first and second years of market
entry.
First-year objectives
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03.1 Vision
Our vision is to protect environment by reducing the use of plastic bags and become a well-
known company in the South Asian through providing durable, disposable and ecofriendly
handbags.
03.2 Mission
Our mission is to provide customers with an alternative eco-friendly disposable handbags and
make them aware about the negative aspects plastic bags and leather bags, so they can reduce
the use of such kind of bags that have bad impact on environment.
To segment the market we have thoroughly analyzed the whole markets and then we segment
our markets according to the following bases-
Geographic
Gender
Age
Income levels
Education
Psychographic
Lifestyle
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04.3 Positioning Strategies
Every organization needs to design their products and service in such a way so that it can
easily occupy in core place of customers mind. Environment friendly customers won’t accept
the products that are not socially acceptable and ecofriendly. They tend to emphasis on eco
performance of the products. BlueSky will be able to create a distinctive place in the
customers mind by the following ways-
BlueSky will provide ecofriendly handbags that won’t have any bad impact on
environment.
It is going to protect environment by making proper utilization of garment wastages.
It won’t use any plastic to make soil polluted or leather to kill animals.
BlueSky will provide standard quality handbags with reasonable price.
It will also provide colorful, stylish and unique handbags.
It will offer strong web access and optimized distributional channel to deliver product
within 24 hours.
Product must meet consumer requirements whatever these might be. We are offering
ecofriendly bag for Young women and their school going kids as well as older women.
Women’s are buy product on the basis of attractiveness of the product. So we will offer
different bag with different size. So BlueSky have the following attribute of its product –
Style
Eco-friendliness
Handy
That will make BlueSky strong image among the existing competitors in Bangladesh. The
products made by BlueSky Ltd. are bags for young lady, school going kids and older lady.
The different products in the marketing mix of BlueSky bag within each category are shown
below:
BlueSky introduces many types of tires to test out how well they are received by the
Customers. If they are a popular, then more capital is invested in improving the quality and
trying to make it better.
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Competitive pricing
BlueSky bag faces tough competitors from the grey marketer as we are pioneer industry who
produce ecofriendly product. But until all people become involve in protecting environment,
grey competitors pose great competitive threat. So BlueSky offer high quality product with
reasonable pricing.
Manufacturer Retailers
Indirect
Direct Customer
Quality->value->satisfaction->word of mouth
We will use different communication options to build long term relationships with customers.
It will ensure long term brand equity. We will use the following marketing communication
options:
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effectively to our target markets in a larger scale. Because, most of the people watch TV at
least one or two times in a day.
We will provide detailed information about the product in magazines and newspapers.
People will be able to learn about product’s quality, features and price. It will differentiate
our product from those of competitors. Consumers will become more knowledgeable about
the benefits of the brand that ensures brand equity.
This billboard will be set on the side of jogging park, road side, bus stand, gym center, clinic
center, playground, shopping center, school and college, and busiest place. Billboard-type
poster will make the brand name available to the customer. As a new brand it is a better way
to inform customers about the brand.
Trade Shows:
Trade show is an exhibition organized so that companies in a specific industry can showcase
and demonstrate their products, meet with industry partners and customers, study activities of
rivals, and examine recent market trends and opportunities. So we will also use trade show
which is much more effective communication strategy to aware customers about our
products.
At present time Bangladeshi people is using internet .They do not spend more time by
watching television. They do not spend much time on watching TV, reading newspapers or
magazines. So they can simply overlook our advertisements on those Medias. That’s why we
use rich media (Blog, Facebook, websites, streaming video) to inform about our product.
They will visit our site intentionally or unintentionally through those sites.
Sponsorship:
We will sponsor various local events like Nouka Baich, Phahela baishakh program etc., as the
part of our corporate social responsibility that ultimately enhance our brand awareness.
Product placement
Besides, we will place our products in various popular programs to reach more people.
Newsletters
In order to retain our customers in the long run we will use “new arrivals” notifications and
the BlueSkys newsletter as methods of connection with our targeted customers. We will tailor
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the “new arrivals” emails to match our customers’ preferences as indicated in their
membership form. Our clients will also receive BlueSkys newsletter informing them of any
new fashion trends, new designers etc.
Our first task is to create brand awareness and trial as much as possible among the target
markets. We want to achieve at least 60 % media coverage during this time through our
promotional media. We will endorse our brand ambassador Zoya Hassan for our promotional
campaign.
We will start an integrated print, radio, internet advertising, and trade show campaign
targeting consumers. The promotional campaigns will show how our product make women
trendier without creating any harm to the environment. We also emphasis showing how our
product is protecting environment.
Our IMC programs will be continued targeting customers. As well as we will add trade sales
promotions, such as free samples, discounts etc. to have maximum shelf space in the retail
outlet. We will also provide award to our channel members on the basis of their quantity of
purchase.
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We will continue our IMC program. And starting to sponsor various events. In Bangladesh
November-December is winter season. People often go for a tour in this two months. So we
will sponsor various tour arranged by young university or college students.
06. BUDGET
In the following section we have mentioned our three years budgets as well as the break-
even point. That will be achieved within the expected time period.
Fixed Cost
Operational Budget
Types of cost Amount
(corer)
Manufacturing plant and equipment 10
Administrative cost 02
Clerical salaries 01
Total 13
Promotional Budget
Types of cost Amount
(corer)
Advertising 08
Sales promotion 03
Salaries 02
Total 11
Variable Cost
Other Budgets
Types of cost Amount
(corer)
Raw material 02
Labor cost 03
Trade promotion 02
Total 07
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BUDGET ALLOCATION
23%
35%
42%
So, Total cost = Fixed Cost (operating cost + promotional cost) + variable cost
= 31 corer
Break-even analysis
Break-even point is where the amount of cost and amount of revenue is equal.
fixed cost
= 𝑆𝑒𝑙𝑙𝑖𝑛𝑔 𝑃𝑟𝑖𝑐𝑒−𝑉𝑎𝑟𝑖𝑎𝑏𝑙𝑒 𝐶𝑜𝑠𝑡
31,00,00,000
= 980−380
07. CONTROL
We have set our sales goal for each year. In order to make sure this happens marketing teams
will need to stay focused and if it is not met then for the next year it will have to be more than
two to make up for the previous year. In order to continue setting up in progressing in
Bangladesh BlueSky may need to outsource some of labors. Contractors will probably need
to be hired for some of the work. A big focus needs to be made on the alliance to garments
industry as they are our main source of raw fact. To be sure that the 15-20% tire sale increase
per year occurs, we will need to push this every month with the managers reminding them of
this goal. If it is not reached in a particular year they will need to compensate with extra sales
for the following year or two to catch up. We also evaluate the performance of our employee
on the basis of sales. If performance will below the standard we will need to take necessary
steps. As we are eco-friendly industry, we also evaluate our performance on the basis of
environmental standards. We will devote effort to Research and Development in order to find
new way for environment protection.
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