Marketing Plan of FH

Aluminum

Submitted To: Ms. Fairuze

Chowdhury (FCH)
Lecturer, Department of
Marketing and International
Business
North South University
Submitted By: Team
Stark
Course: MKT 202
Sec: 06
Semester: Summer 2017
Name ID

Urmi Rahman 122 0158 030

Asif Ahmed 162 1117 030

Sadia Chowdhury 171 1655 630

Parisa

Tahmid Bin Habib 171 1718 630

 Letter of transmittal
August 13th, 2017

Ms. Fairuze Chowdhury

Course Instructor

Department of Marketing and International Business

North South University

Subject: Letter of transmittal

Dear Ma’am:

With due respect we, the undersigned students of the team, have prepared our project on
“Marketing Plan of FH Aluminum” under the course: MKT202 (06). We have tried our level
best to fulfill all the requirements of this course and tried to follow all the instructions
provided by you while preparing the project. The project was an extremely challenging and
interesting experience and would definitely help us in our future. We sincerely hope that it
fulfills your expectations from us and we have not disappointed you in any way.
Lastly we would like to thank you for providing us with this unique opportunity and hope
any mistake of ours will be kindly excused.

Yours sincerely,

Urmi Rahman 122 0158 030

Asif Ahmed 162 1117 030

Sadia Chowdhury Parisa 171 1655 630

Tahmid Bin Habib 171 1718 630

Rafid Saklain 171 1055 630

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Acknowledgement

“We would like to express our special gratitude to our marketing lecturer, Ms. Fairuze
Chowdhury, who gave us the unique opportunity to gain practical knowledge and helped us
to do this wonderful project. While doing the research, we came to know numerous new
things which will be very beneficial to us. For this we are especially thankful to her.
Secondly, we would also like to thank the people who took part in providing us with any
required information, our group members and our friends who helped us immensely in
finishing this project within the limited time. We are making this project not only for a
decent grade but also to increase our knowledge. THANKS AGAIN TO ALL WHO HELPED
US.”

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Table of content:
Letter of transmittal.......................................................................................................................1
Acknowledgement.........................................................................................................................2
Executive summary........................................................................................................................4
Introduction:...................................................................................................................................5
Mission Statement:.....................................................................................................................5
SWOT Analysis...............................................................................................................................5
Current Market Situation:..............................................................................................................7
Micro Environment....................................................................................................................7
Macro Environment....................................................................................................................9
Pest Analysis...................................................................................................................................9
Objectives and Issues of FH Aluminums:...................................................................................10
Objectives:.................................................................................................................................10
Issues:........................................................................................................................................11
Marketing Strategy:......................................................................................................................12
Marketing Segmentation Table...............................................................................................12
Target Market:..........................................................................................................................14
Evaluation of the market segment:.........................................................................................14
Positioning:...............................................................................................................................14
Positioning statement:.............................................................................................................15
Value Proposition:....................................................................................................................15
Marketing Mix...............................................................................................................................16
Product......................................................................................................................................16
PRICE.........................................................................................................................................16
Place...........................................................................................................................................17
Promotion.................................................................................................................................18
Action Programs:..........................................................................................................................19
Budget:..........................................................................................................................................21
Conclusion:...................................................................................................................................22

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Executive summary:
Before preparing this report, we had to learn a real life marketing planning. We selected a
specific business which is based on recycling metal and set up a company with a mission.
After doing so, we came up with the SWOT analysis of our business through some research.
We analyzed our current market situation for the business with micro environment and
macro environment analysis. In the PEST analysis, we analyzed the market scenario of our
targeted distribution location. With favorable result we went for setting up goals for our
marketing plan and started working on strategies.

We talked about our business objective and the issues we might face. Then we divided the
whole market in different segments. We showed our targeted segments and the reasons
behind why they are the most suitable ones for us. For our target customers we positioned
ourselves in a way that values their satisfaction most. After all these, we made the
marketing mix 4ps for the company. We also made an action plan for the first year of our
company.

At the last part of the report, we showed our financial budget and forecasted on how much
revenue we might be able to gain. Thus we have concluded our report on our new business
plan.

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Introduction:
FH Aluminum is a company which is introducing aluminum products in Bangladesh to
make food preserving easier. The specialties of our products are that it keeps the food
warm and fresh for long time. Now-a-days people of our country are busier with their
urban lifestyle. As a result, they look for easy solution in their daily lives. So, we five
undergraduate students of North South University have decided to help these people by
providing environment friendly food preserving solutions. Fresh & Healthy Aluminums has
formed with the societal concept to help these people of our society by satisfying their
needs and wants comparing to the competitors. The offered products of FH Aluminums
help the consumers to preserve and carry food easily. The bright side of our company is
that, we are only using scrape aluminum as our production input. Researches show that,
melting scrape aluminum requires lower temperature comparing to the virgin aluminum.
This helps to Conserve energy, reduce carbon emission, require 50% less water, decrease
water, air and soil pollution. Also, by using our products, the demand of paper boxes will
reduce. As a result, by selling our products we will help reducing deforestation and take
part in saving the planet. The company will serve all over the country with sufficient
amount of distribution channels in the divisional cities. The company will also provide any
information relating to the proper use of the products and also give a superior after sale
service.

Mission Statement:
Our mission is to make food preserving Easy, Fresh & Healthy.

The above mentioned mission statement is clearly demonstrating that how dedicated the
company is to their consumers and the society.

SWOT Analysis
SWOT analysis is mainly used for to make the list down of the positive and negative factors
based on internal and external situations. In SWOT analysis Strengths, Weakness,
Opportunities and Threats help business managers to understand whether the situations
are favorable or unfavorable for the company.

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The SWOT analysis is given below:

S(strength) W(Weakness)
 Quality product at reasonable price  Low capital
 Customer oriented products  Limited resources
 Environment friendly Products  High cost of promotion to reach
 Availability of information target market
 After sale service  Lack of experience

O(Opportunities)
 Increasing Demand of Customers
 Advancement of Technology
 Social awareness for environment
friendly product
 Rapid urbanization
T(Threats)
 Threat of new entry
 Intense competition
 External changes like in politics, tax
or in government

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Current Market Situation:

Micro Environment
Micro environment includes all the actors which are close to the company and also affects
the ability of the company to serve its customers. The company, suppliers, marketing
intermediaries, competitors, publics, and customers are the main actors of the micro
environment.

The Company

The company is the very first step of micro environment. Every organization has its own
culture which includes top management, finance, R&D, Purchasing operations, accounting
etc. Our company has also the same components with friendly environment.

Supplier

We treat our supplier as our partners as they provide resources to produce our product.
Quality resources ensures quality product. Our main suppliers are mainly the aluminum
and labor providers.

Competitors

The societal marketing concept states that, to be successful in the industry, a company
must provide greater customer value comparing to the competitors. Our company has both
direct and indirect competitors in the market. The main competitor of FH Aluminums is
BFL Foil Ltd. and the indirect competitor is Tampaco Foils Ltd. There are some
international competitors who also do business in our country like Diamond Aluminum,
BACO Foils, AFL etc.

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Competitors’ brands comparison:

Component FH Aluminum BFL Foil Ltd. Tampaco Foils Ltd.

s
Price range 100-120 BDT 110-150 BDT 150-200 BDT
Variety Aluminum Lunch Boxes, Tiffin Tiffin boxes, High High Heat Tolerance
boxes, High Heat Tolerance Heat Tolerance Foil Foil Papers, Food
Papers & Portable
Foil Papers, Fancy Portable Food Containers preserving Foil
Food Containers, Foil Paper & Papers.
Straws
Place Mid-Shelf Upper Mid-Shelf Mid-Shelf
Value Used to cook food, preserve & Used to serve Internationally
Proposition carry for a long time, keep cooked food & carry renowned brand for
food fresh & healthy, is an takeaways. Acts as a 20 years. Leading
environment friendly product strong safeguard brand and experts in
made of recycled metal only. from light, smell, oil foil industry.
Comparatively cheaper than & bacteria.
other competing companies. Environment
friendly and
contemporary.
Attributes Best quality product at Has the most variety Has the most
anyone’s affordability, in portable foil experience in this
attractive and colorful designs boxes. business, Provides
the best quality.

Promotion

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Public

'Public' refers to the any group that has an actual or potential interest or impact on a
company's ability to achieve its objectives. For FH Aluminums Financial publics (Bank),
Media Public (TVC, News, Online AD), Government publics, are the main group which
belongs to public.

Customers

Customers are the most important part of the organization. The main way of earning profit
is to fulfilling customers demand by satisfying their needs and wants. We are mainly
focusing on consumer’s market. Our consumers are from different aged group like the
students, teenagers, working class and adult people etc.

Macro Environment

Pest Analysis
Pest analysis consists of political factor, economical factor, social factor and technological
factor. These are the external forces of the organization which play a big role.

The PEST analysis is given below:

Political Factors: Social Factors:

 Quite Stable now  Population has recorded 163 million

 Suitable for business in 2016.
 Government change can hamper  Easy to do business in overpopulated
the business country
 Buying Trend: People are more
concerned about environment
friendly products
 Different season, different occasion,
people buy different things.
(seasonal trend)

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 High demand for job. So, we can create
employment opportunity by our business
Economic Factors: Technological Factors:
 Bangladesh’s economy is the  Huge impact of new technology in
second fastest growing major our market
economy with the rate of 7.1%
 People of our country are open to
 Inflation rate has recorded 5.57 in new technology
July, 2017
 They look for easy lifestyle hacks
 Purchasing power of people are through technology
increasing

Objectives and Issues of FH Aluminums:

The objectives and issues of FH Aluminums are given below:

Objectives:
Our company FH Aluminum’s mission is to make food preserving easy, fresh, & healthy.
Since our company is a new one, we will focus on the people of middle & upper class and
the food businesses within the local market during the first year. Our focal objectives are:

 Create awareness among our targeted consumers by promotional offers, thus

entering the market.
 Provide products of best quality to earn customer loyalty. This will differentiate us
from the competitors.
 Gain popularity through online and offline advertisement. This will help us to
increase our market share.
 Highlight our environment-friendly fortes to give the customers moral satisfaction
by which they’ll be encouraged to buy our products.

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  Use different Medias for promotional purposes to increase our market share 40% by
the end of the year 2018.

Issues:
 The groups of people who are starting this business are very young and
inexperienced. So there’s a mean chance of failure due to the insufficient skills and
experience.
 Since our product is quiet a new and innovative idea, our targeted customers might
need some time to adopt it. We have to convince them that our product will give
them a better solution for their daily life problems.
 Even though our market is new, there are little local competition (BFL Aluminum)
and other international competitors (Diamond Aluminum, BACO Foils, AFL etc.)
whose products are imported at our targeted location. So we’ll have to compete with
them to gain a good share of the market.
 As our business is started by the young entrepreneurs, at first the bank will most
probably deny giving us the monetary help we need to start our business. We have
to represent our business model in such a way that they believe in it and agree to
give us the desired loan.

Marketing Strategy:

Marketing Segmentation Table

The segmentation table for our company is given below:

Components School Busy Buddies Kitchen Solutions Fun Lovers

Solutions
Behavior:

Benefit Sought Easy to carry, Keeps foods High Heat Fancy, Festive

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 Colorful & fresh for a long Tolerance Foil & Portable
Attractive Tiffin time Lunch & Papers and Food
Box Snacks Boxes Kitchen Solutions Containers,
Foil Papers &
Straws
Knowledge of Medium High High High
Product
Usage Rate Low to Medium Medium High High
(Tiffin Time) (Lunch) (Breakfast, Lunch (Party &
& Dinner) Picnic)
Loyalty Status Low to Medium Low to Medium High Medium to
High
Price Sensitivity Low to Medium Low to Medium Medium High

Occasion Tiffin Time Lunch Breakfast, Lunch Party & Picnic

Consumption & Dinner
Demographic: Medium Medium to High Medium Medium to
Income High
Life-Cycle Stage Kids & Adults/ Mature Women Young Adults
Teenagers
Age 5-16 22-45 20-50 16-25

Psychographic
:
Care-free Urban and Modern & Modern & Fun
Lifestyle Settled Healthy Loving
Values Energetic & Smart & Long- Healthy & Easy Fun, Outgoing
Attractive lasting & Long-
Lasting
Involvement Low Medium High High

Brand FH Kiddo Tiffin FH Classic, FH FH Kitchen FH Picnic

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 Box, FH Smart Peoples Solutions, Solutions, FH
Teenagers Solutions FH Microwave Straws, FH
Choice Solutions Flunkies

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Target Market:
We have chosen to target four segments depending on five major effective requirements
which are measurable, accessible, substantial, differentiable and actionable. So focusing on
the requirement of effective segments we have selected kids & teenagers, mature adults,
women and young adults by providing School Solutions, Busy Buddies solutions, Kitchen
Solutions and Fun Lovers solutions. Since we are targeting four different segment and
offering differently designed products, our target marketing strategy is Differentiated
Marketing. Our target marketing strategy is relatively expensive but it will help us to
achieve higher Sales and stronger position in the market.

Evaluation of the market segment:

Our targeted segments cover a large group of people as we are targeting both middle
income and high income group of people which are easily measurable because they have
high purchasing power and effectively accessible because it is easily reached and served.
The markets of these segments are in the growth phase which means it is large and
profitable enough to serve according to substantial criteria. Our segments are also
differentiable as we are offering different types of product depending on the different
needs of our target segments. Beside that it is also actionable because we have designed
different effective programs like TVC; Billboards AD, Radio AD etc. to attract and serve the
segments the structural attractiveness of these segments are in favor to us. So, we can
determine that these segments will be profitable for our business as we are focusing on all
the criteria of effective segments.

Positioning:
As a new company, considering all the competitors in the market we have identified all our
possible competitive advantages and have decided to build a position by providing
superior value by our product differentiation. we want our customers to think of us as the
first and best choice. They should concede us as the supreme solution for food
preservation. So, we are strongly focusing to create an identity or image of the products in
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the mind of the target customers. Our every segment is different from each other. So, those
different customers can get what they expect from the products. We have divided our
brand positioning in to two ways; product attributes and product benefits. In our brand
positioning our products will suggest the benefits with different product attributes

 Product attributes: Best quality product at anyone’s affordability. We are also

using attractive and colorful designs for our products to make a good impression in
our customer’s mind.
 Product benefits: Our Aluminum foil papers and food containers keep food healthy
and long lasting in an easy way. Also our high heat tolerance kitchen solutions will
make every meal more enjoyable for the consumers.

Our company’s tagline is “Fresh & Healthy Aluminums” and our main focus will be to make
sure to keep our promise.

Positioning statement:
“To every health conscious person who likes to keep his/her food warm and fresh, FH
Aluminum is the best solution that gives you the opportunity of keeping your food fresh
and healthy for a long time in an easier way.

Value Proposition:
Our company, FH Aluminum is positioned with many benefits. For example: providing
healthy solution to food preservation, acting as a strong safeguard from light, smell, oil &
bacteria, having better quality than other competing companies in the market, taking part
in recycling metal, having environment friendly technologies etc. In exchange of all these
benefits, we are charging less than other companies. So in terms of value proposition, we
are following “More for Less” strategy. We will provide better quality for less charge to
enter the market, achieve sales target and gain a special place in the mindset of our
customer.

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Marketing Mix
Marketing mix consists of 4P’s of any organization which are product, price, place,
promotion. These four components of FH Aluminums are given below:

Product
The products of our company are aluminum Attractive Tiffin Box. Aluminum Lunch &
Snacks Boxes, High Heat Tolerance Foil Papers and Kitchen Solutions, Fancy, Festive &
Portable Food Containers, Foil Papers & Straws which are mainly used to preserve and
cook foods.

The names of the products are:

 FH Smart Peoples Solutions

 FH Microwave Solutions
 FH Kitchen Solutions
 FH Teenagers Choice
 FH Classic Solutions
 FH Kiddo Tiffin Box
 FH Picnic Solutions
 FH Flunkies
 FH Straws

PRICE
There are two types of pricing among which we have chosen cost based pricing. This
strategy involves setting prices based on the cost for producing, distributing, and selling
products plus a fair rate of return for the effort and risk.

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Product Line Pricing:

We have 4 different product lines in a wide variety of style & design. These product lines’s
pricing is given below:

School Solutions Busy Buddies Kitchen Solutions Fun Lovers

FH Kiddo Tiffin Box FH Classic 1 roll- FH Microwave FH Picnic

(Small 35BDT, 100BDT Solutions 1 roll- Solutions
Medium 40BDT, 120BDT
FH Smart Peoples FH Straws (Small
Large 45 BDT) FH Kitchen Solutions
Solutions (Small pack- 50 BDT,
1 roll –95 BDT
FH Teenagers 25BDT, Medium large pack- 90
Choice (Small 30 30BDT, Large 35 BDT)
BDT, Medium BDT)
FH Flunkies
35BDT, Large 40
(Small 30BDT,
BDT)
Large 50 BDT)

There are two types of new product pricing. Here we choose market penetration pricing.
We are just keeping our cost as floor and the value of the products as ceiling for our pricing
strategy. As a result, we will be able to gain share of the market fast and also position our
brand at a desirable place in the hearts of our customers.

Place
Through the use of the right place, a company can increase sales and maintain growth over
a long period of time. In sequence, this would mean a greater share of the market and
increased demand & profit. Since ours is a convenience product, we choose the indirect
distribution strategy. First we focused on the Dhaka city though our distribution area is
the whole Bangladesh. Our main retail sellers will be shops of the urban area like Shawpno,
MinaBazar, and Agora. We will create demand through promotion following the pull
strategy. This will create demand for our product, as a result retail shops will become the

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sellers of our product. This is how we plan on distributing our products in Dhaka city in the
first year.

Promotion
Promotional Media Advertising Time Time period Objective Budget
Mix
TVC ATN 1.00pm to 01 Jan 2018 Create product
(television Bangla, 3.00pm & to 28 Feb awareness, reach
commercial) NTV, 8.00pm to 10pm 2018 the targeted
Channel (in between segments, showing 40%

I, RTV cooking shows & product benefits

drama serials)
Radio DhakaF 7.00 to 9.00 am 01 Dec 2017 Reach to general
M-90.4, to 31 May people, (based on
5.00 to 7.00 pm 20%
Radio 2018 different ages)
Foorti- (16 time per

88.0, day)

ABC
Radio –
89.2
Bill Board Uttara 01 Jan 2018 Reach the
-jashimu to 31 Mar maximum level of
ddin , 2018 and 01 exposure (based on
Gulshan- 24/7 July 2018 to location) 25%

1 , Bijoy 30 Sep 2018

sarani
circle
Flyers Retail 7.00 to 9.00 am 01 Dec 2017 Creating awareness
shop to 01 Jan among the

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 ( Shwap 6.00 to 8.00 pm 2018 common buyers, 10%
no , Mina (4 hours per informing about
bazar , day) our products
Agora ) (based on buyers)
Digital Faceboo Jan 01 2018 Attract customers
Media k to 01 Oct and gain their
24/7 5%
pages, attention (based on
pop-up personal
Ads on preferences)
relative
websites

Action Programs:
Product School solutions Busy Kitchen Fun lovers Monitoring
line buddies solution and control

Product launches and updates

Actions -Introduction of -Introduce -Create -Attract the Weekly check-

school solutions to the busy awareness free-spirits ups reflecting
among the adults our among cooking with funky, on the budget
parents and efficient and adults with the vibrant & cost and the
students. smart modern colorful looks actual cost
-Making products. designed foil of our
customer -Creating papers & products
awareness about awareness containers which will
our product about our made by bring instant
specialties which environmen European festive mood.
are that, our t friendly standards. -To attract

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 products are products the
non-toxic, leak- which will concerned
proof & perfectly attract the adults who
shaped to fit in concerned are
book-bags. adults who responsible
-Attract wants to for the
customers with make better organizing,
products choices. show them
characterized how easily
with cartoon our products
characters and can be
comic images. disposed of
and recycled.

Objectiv By attracting To create The modern To create To make

es with specialties, awareness design will be awareness certain that no
create and then aimed at among the excess money
awareness & increase attracting the targeted is being spent
increase value of market early adopters customer on, which
the product thus share & thus entering thus increase might lead to
increasing the sales in the the market. market share inefficiency
market share targeted & sales. and wastage
location.

Deadline Launch: 1st Launch: 1st Launch: 1st Launch: 1st January to
January 2018 January January 2018 January 2018 December,
2018 2018.

Budget Medium Medium Medium Medium Low

(Research (Implementati (Research
Budget) on of new Budget)

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 design Budget)

Budget:
Assuming that we can fulfill the sales target after year one.

Fixed cost: 1, 00,000 BDT

Variable cost: 3, 50,000 BDT

-----------------------------------------------------------------------------

Total cost 4, 50, 000 BDT

Assumed revenue 8, 00, 000 BDT

So profit (8, 00, 000 BDT – 4, 50, 000 BDT) = 3, 50, 000 BDT

Profit of 3, 50, 000 BDT each year with decent growth rate will help us reaching the
breakeven of fixed cost 1, 00,000 BDT within 2 to 3 years.

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Conclusion:
Our business plan is made by focusing on societal concept, meaning that we are going to
start our business with the noble aim of helping the society. With our business plan, people
of the urban lifestyle can gain access to easy & healthy solutions to food preservation and
preparation. We expect that, in the near future this marketing plan is going to be
implemented successfully.

By every means necessary, we should make our workforce conduct in ethical ways. With
the aim of customer satisfaction and societies’ benefit in mind, we hope to be very
successful in our business.

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Appendix
Billboard of FH Aluminum:

Flayers of FH Aluminum:

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Reference:
Politics of Bangladesh. (2017, August 7). Wikipedia. [Web Log Post]. Retrieved From
https://en.wikipedia.org/wiki/Politics_of_Bangladesh

Bangladesh. (N.D.). 2017 INDEX of ECONOMIC FREDOM [Web Log Post]. Retrieved from
http://www.heritage.org/index/country/bangladesh

BuildTrade Foils LTD. (N.D.). [Web Log Post]. Retrieved from

http://www.buildtradefoils.com/

TAMPACO FOILS LTD. (N.D.) [Web Log Post]. Retrieved from http://www.tampaco.org/

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