hocoltae Executive Summery-
Aziz Milk Chocolate is preparing to launch a new product,Aziz’s Honey-Nut Chocolate Bar,in amaturing market.Despite the presence of different foreign brands dominating in market,we can compete because our offering combines exclusive taste,packaging at avalue added price.We have targeted children to adult people through countrywide advertising campaign program. A prime purpose is modifying the attitude of the consumers about taking Bangladeshi chocolate instead of international branded chocolate.
The primary marketing objective of this plan is to obtain a unit sales of 1 million,the primary financial objective is to achieve first year sales revenue of 7million taka,keep first year losses less and break even early in the second year.
Current Marketing Situation-
Aziz milk chocolates is currently a declining product in market.The product i svailable in few selected small shops in Dhaka,and other cities and district levels,Aziz milk chocolate has lost it smarket position due to weak promotion,lack of brand awareness and image,failure to create new features in order to compete with the existing products in market.Since long Aziz Milk Chocolate is marketing the same original chocolate bar.If they want to gain the estimated share in market ,Aziz milk chocolate should carefully focus on promotion,price,product quality, distribution-places, and segmenting target market.
Aziz milk chocolates market consists of consumers of children and young adult people.Children aged 3-16 and young adults aging 17-35 years olders are the primary consumers of chocolates produced by aziz milk chocolates.Currently different international chocolatee brands are dominating in the market and consumers are widely purchasing the foreign brands paying much more than the local Bangladeshi brands.Due to well-known brand name and image are the main factor of their vast selling-dominanace allover the market....