MBA Program

Assignment on
“Market Segmentation”

MKT-501 (Marketing Management)

Section: 1
Submitted to:

Syed Ibrahim Saajid

BRAC Business School,

BRAC University
Submitted by:
Name ID
Md Ismaile Hussen 19164008
Md Wasif Chowdhury 19164018
Mousumi Sarkar 19164020
Muhammad Sakin Sikdar 19164025
Muntasir Mamun Shovon 19164047

Date of Submission: 5th February, 2020

Define the Market

Geographic Area: Anywhere in Bangladesh.

Specific Customer Need: Afternoon snacks and tiffin period.

Reasonable Size: All children & teenagers (age 5 to 19).

Measuring the size by demographic segmentation.
Identify Decision Makers & Transactions

Bombay Sweets has been the most popular chips brand in our country and has several well-known
varieties. They are: Potato Crackers, Mr. Twist, Ring Chips, Krontos, Nachoz, Alooz, Peri-Pasta
etc.
Prior to commercialization, several major decisions are made that helps the company to compete
with others. They are:
▪ What: It’s about which product to launch in the market after analyzing what other
complimentary snacks are available to fulfil the demand of customers, which include-
chanachur, cookies, daalmooth, biscuits etc. Keeping the customers demand, taste preference,
price etc. in mind, Bombay Sweets brought a wide range of chips that fulfils the customers
demand. Namely- Potato Crackers, Mr. Twist, Ring Chips, Alooz etc.

▪ Where: In most of the instances it has been seen that the flagship chips are available in almost
all the stores of our country-both in cities and villages. This indicates, Bombay Sweets
launches their product nationwide.

▪ When: The unchanged taste, price and standard of its flagship chips namely: Potato Crackers,
Mr. Twist and Ring Chips has kept their reputation for years and because of these, they don’t
need any specific time to launch their products in the market.

▪ How: The sequential activities to launch products involve: production, manufacturing,

packaging and then selling. They do it in the sequence of: Production house to wholesalers,
from wholesalers to retailers and finally from stores to customers. These are integral parts for
commercialization.

▪ Whom: Bombay Sweets chips usually target the kids and teenagers. Because of the constant-
maintaining taste, standard and price, Potato Crackers has been the flagship and most sold
chips in the market. Similarly, Mr. Twist, is preferable amongst young generation because of
its unique shape and different taste which is second to none. Alooz and Pasta Chips is the
new-gen varieties to provide different variety and taste.
Identify Customer Purchasing Criteria

Motivators
Price Variety
Quantity Packaging
Promotion Brand Value
Design Taste

Hygiene Factor
Safe Availability
Motivators
For our product, Motivators that will make consumers to buy Bombay sweets chips can be.

• Price
• Packaging
• Brand Value
• Taste
• Variety
• Quantity
• Promotion
• Design

▪ Price: Bombay sweets chips are available in market at 10-15 takas per packet. Which is
relatively low than other similar products & as a result any level of people can buy it easily
to fulfill their need for hunger.

▪ Packaging: Most of their chips are available in 25gm packets. They are packaging the
product in air tight aluminum foil pack to keep the chips fresh & crunchy.

▪ Brand Value: Chips are the flagship product for Bombay sweets since their establishment.
Since then till now the target market has been changed with times, but the brand value
hasn’t been changed with time. Because of their consistency in taste and pricing their brand
value is still good in the market.

▪ Taste: Since its establishment its flavor hasn’t been changed that much. Consistency in
taste has attracted customers from each segment over the years.

▪ Variety: Bombay sweets started their chips segment with potato crackers but with time
they have introduced many varieties of chip like- Alozz, Mr. Twist, Ring chips etc.

▪ Quantity: Each of their chips are available in the market in 25gm packs. In those packet
approximately 25-30 pcs of chips are available. Which is quiet a good quantity for having
it as a snack.
 ▪ Promotion: At the beginning Bombay sweets used to give TV advertisement to attract
their customers for the chips. The advertisements were very popular at that time. Now they
are trying to promote their products by doing different campaigns and promotional
activities.

▪ Design: They are using colorful design containing products photo and ingredients name to
market their products, which are very attractive.

Hygiene Factors
For our product, hygiene factors that can motivate consumers to buy Bombay sweets potato
crackers can be.

• Safe
• Availability

▪ Safe: Bombay sweets makes their chips in fully automated process. From raw material to
the finished product, they maintain quality very strictly. As a result, the taste of potato
crackers never varies from packet to packet. This has attracted customer of every segment
over the years for consuming their products.

▪ Availability: This product is available in every shop in Bangladesh. Anyone who wants to
buy it can find anywhere. Though there are some duplicates in the market, but when people
search for Bombay sweets potato crackers at first.

Create Final Segmentation

Reason behind choosing price and taste is that Bombay sweets are consistent over
the decades with their pricing strategy. Prices of their chips never fluctuated that
much. It has always been within the purchasing range of their target market. With
their chips items created a solid customer base, especially with the potato crackers.
As the product is their flag ship brand along with the other chips, they have been
consistent with the taste of all the chips brand. As a result it has created a loyal
customer base for them.
 High Service Quality Need
65%

15% 85%
Low Price Sensitivity High Price Sensitivity

35%
Low Service Quality Need

According to graph we will go with 55.25% where High Price Sensitivity and High
Service Quality Needed are together.
References

• https://www.slideshare.net/MDARIFURRAHMAN36/retailers-survey-
report-of-chips-in-the-bangladesh-market

• https://www.bombaysweetsbd.com/

• https://www.google.com/