Report on

“Sun Chips”
Course Title: Advanced Marketing Management
Course ID: MKT302
Executive Summary:
This report analyzes the current situation, followed by different opportunities
and threats, then marketing strategy,objectives, after that target market,
positioning,marketing mix,marketing strategies,and finally the market
research.The cost of the product (each) would be varying on packets, and the
price would be 10 to 50 taka.Targeted markets are separated into two
segments such as kids and adult generation.Sun Chips is providing chips with
very tasty and healthy nutrition.
 Situation Analysis
A situation Analysis often called the foundation of a marketing plan. A situation analysis of
Sun Chips includes a thorough examination of internal and external factors affecting our
Business. It creates an overview of the organization that will lead to a better understanding of
the factors that will influence its future.

Chips are a kind of mouthwatering food. This food was introduced for the first time in our
country in the decade of eighty’s. Initially the market was very small. But in course of time
the size of the market has been expanded at a significant rate. Now there is a widespread
market of chips in Bangladesh. The demand is so high that despite of the existence of a
number of local manufacturers, chips are also coming from other countries. Though the
common belief is that chips are a child food but the reality is people of all age have chips
frequently. Chips can be easily found in the luxurious shopping mall in the city as well as in
the grocery shop in a remote village of the country. So it’s a huge market of chips in
Bangladesh.

From upper class to lower class, people of all strata of the society have demand for this food.
In general, people of middle class to upper class are the major consumer of this product.
Though now a day’s lower income group of the society, even a rickshaw puller or day labor
also buys chips either for themselves or for their wards. A major portion of Kids under
10years of age want chips because of the inside gift item they receive with the chips pack.
Sometimes they take the purchase decision but most of the times decision is taken by their
guardians. But their brand preference play role here. So we think that Bangladesh is the right
place for chips industry. For this reason Quasem group entered the food industry. The history
of Quasem Group dates back to 1950, when the organization started its first business with the
establishment of a trading house. The founder of Quasem Group Late Mr. Abul Quasem
diversified the business of the group in making various mills & factories in Cotton & Textile
Sector. After his demise his sons took over and went for further expansion from light
engineering sector to food sector. And we started to produce sun chips from 2009.This is the
product of Quasem group. Quasem Food Products Limited is the first ever manufacturer of
real Potato chips in Bangladesh with its flagship product Sun chips Made in our brand-new,
high-tech factory from the finest Bangladeshi potatoes, top quality Palm Oil and the freshest
and most flavorful seasonings available ; Sun chips has quickly become the favorite snack of
Bangladesh.
Market Summery:
We know that Quasem food is one of the best leading company in the Bangladesh. So we do
not compromise about our product quality. our main target is to selling our product in
reasonable price with good quality. And that’s why we are selling our product starting price
range from 15Tk to 100Tk so that from lower class to higher class people, every people can
buy our product easily. Also, we give focused on what people want and why they will buy
our product. By researching we found that people want chips with good quality, packaging
and also which can provide good flavor. It is the new Extra-Crunchy and tasty texture with
the blond color becomes its popularity in the Sun chips home. These thin & crispy potato
chips are just divine and taste like the best potato chips, one will ever have. Sun chips “Thin
& Crispy” introduced first time in the Bangladesh market with three different flavor. we
know the customer demand. that’s why we have 3 sizes. As a result People can buy ours
product according their need. Since chips is very favorable to the kids. we maintain our food
quality. Most of the chips in the market are made from flour and Atta. But we produce our
chips from the real potato with the modern technology.

SWOT Analysis:
The overall evaluation of a company’s strengths, weaknesses, opportunities and threats is
called SWOT analysis. SWOT analysis helps explore the areas of possible changes in
marketing activities. A brief discussion of Sun Chips Bangladesh Ltd internal and external
environment is as follows:

Internal environment analysis:

The strength and Weakness of sun chips are given below.

Strength:

1. Expert and experienced management

2. High quality product offerings that will exceed the competitors’ price, quality and services.

3. Use of modern technology

4. Company has strong manpower.

Weakness:

1.poor distribution channels

2 .Qusem group has many kind of product. But for this new type of product, distribution and promotion
will have to be taken.

External environment analysis:

Opportunities:

1.Growing customer demand

2. Company has good image in the market.

3. Good and initiative employees

Threats:

1. Foreign chips company

2. High cost of the raw materials
3. Political environment of the country

Competitors:
Sun Chips has some hard competitors. After some days of launching Sun Chips, it was in
the leading stage of this market. But now its position in the market is very bad. The main
competitors of Sun Chips are Bombay Sweets, Meridian, Ruchi, and Lays.

Bombay Sweets: Bombay Sweets have five distributors in Dhaka. These distributors are sole
distributors for their locality. The manufacturer delivers the products on specific days of the week to their
place and he distributes it to the retailers with the help of his employees. The distributor plays here the main
role. The manufacturer provides no other extra support like financial or Human resources. Bombay Sweets
is the pioneer in the packet chips industry in Bangladesh. They launched Bombay Sweets Potato Crackers
in 1985. At that time there was no other competitors for packet chips. Through their widespread network
they have made the products available in all over the country.

Meridian: There are five distributors of Meridian in Dhaka who reaches the retailer while the sales office
of the manufacturer delivers the products to the wholesalers. The commission is nearly six percent on sales.
No other facilities are admissible to them

Lays: Lays is the product of India. Now a day, it is so much popular to the people. The price of Lays is
comparatively high but its quality and taste is outstanding. The people who are the wholesalers of other
chips are the sellers of Lays in our country. They distribute Lays to the retailers.

Product Offerings:

What Do We Do : What is our ability , what is our strength , what is our difference between
other .
What is our unique value : In our country there are so many chips company . Some of are
very common Some of have a royal customers , some of have some of are different test . So
we are trying to to prove why we are different . Basically we are focusing our test . We are
using different flavors and diffrent packaging .
Alternatives : We have almost 7 different flavors’ . If anyone don’t like some of our product
, there is also alternative product .
Distribution:
 :
Factory : We produce our product in factory . The we packaging and make it ready for sell .
Sales Office Central Ware House : In this steps we recheck our product and finally its ready
to go for customer .
Distributor : By our transport we give our product to our distributor .
Retailer shop : Our selected distributor are sell it on retailers .

Direct selling
we also follow direct sell distribution plan . We have some marketing representative who are
collecting the order all over the country . And we supply our product on their order base. And
we also launching our new product with them . Its minimize our advertisement cost .

We make our packet because of customer can easily open it . we are trying to attract our
customer by packaging . we are using plant-based material for our packaging. It will refresh
our product about 14 week. It’s easy to carry on. And it’s don’t waste in rain
During the initial phase of the marketing plan development, several focus groups were
held togain insight into prospective customers. These focus groups provided helpful
insight into the decision making processes. An additional source of dynamic
market research is a feedback mechanism based on asuggestion system. In the suggestion
 system customers are asked to rate in terms of a given scale. There are also several
open ended questions that allow the customer to freely offer constructive criticism
or praise. Nestlé Bangladesh Ltd will work hard to implement reasonable suggestions in
order to improve their products offerings, as well as show its commitment to the
customer that their suggestions are valued. The last source of market research is
competitive analysis.Quasem Food Products Limited will
send people to local competitors to gain information about their product offerings and als
o its Competitors’ product offerings.

Marketing Strategy:
Objectives:
Main objectives of Sun Chips are:
Produce high quality product with reasonable price:

Sun Chips produces high quality chips compared to other brand chips.Sun Chips has quickly
became the favourite snack of bangladesh.It has four tasty flavours thin and crispy,tomato
tango,mix masala and salat and pepper flavours.Its price is very reasonable with three type of
packagings prices are 10,15,25 and 50 taka according to the sizes.

Capture large market share in the market:

Sun Chips tries to increase more market share in the market by providing quality full chips to
the customers in the market.

Customer Satisfaction is the top priority:

Sun Chips top priority is to satisty customers need for better quality and tasty chips.

Acquire the strong distribution channels:

Acquiring the strong distribution channel in the market is also an important objectives of Sun
chips.
Target Markets:
Our target markets of Sun Chips are separated into two segments.The segments are kids and
adults.The segment details are as follows-

Kids:

Kids are vast population of our country and they prefer different taste in chips. Kids choose
the product without knowing the product quality or price.They will purchase the Sun
Chips because of test and colourful packaging.

Adult Generation Peoples:

Adult generation peoples are health conscious and therefore they prefer the food products that
will keep them fit.They are very much conscious about product quality and price and our
product is quality maintained and very reasonable in pricing.
Positioning:
Sun chips has many opportunities to develop a strong presence within the
chips market in Bangladesh. The company has several product brand .They can
distribute throughout the country and expand company branches in the major
cities. There are some requirements how our product capture the customer
value. These are given bellow:

 Increased standard of customer service and care

 To ensure the better quality
 To prepare good relationship with suppliers and other supplement
partners
 By advertising
 By offering chips with a affordable price
 By creating product superior value
The Marketing Mix:
Product: For launching a product in the market, there is some procedure that
should be followed by every marketer to move in the long run. Our product
will enable our customers to have a different experience to try our chips .They
will not be able to feel the same way for the other chips in the market.
Generally different types of chips will produced for the customer. Than we
want to introduce our brands in the market. They are:

 Sun chips Harvest Cheddar

 Sun Chips Original
 Sun chips French Onion
 Sun chips Garden Salsa
 Sun chips Sweet & Spicy BBQ

Price: Regarding pricing the researchers, view is that there is flexibility in

the market to price the product. Sun chips have adopted several pricing
strategies to satisfy its price-conscious customers. Here Our customer can
set maximum Tk15 for small, Tk 25 for medium, Tk 50 for large packet.
Pricing policy for its product due to the following reasons:

 Distinctive packaging
 Brand name
 Cost of raw materials.

Place Customers will look for the sun chips mostly in the grocery shop as
well as the supermarket. Our product will available in all in all supermarkets
like Agora, Swapno, Meena Bazar & all grocery shops in residential &
commercial areas of the city. The company can use its current delivey
vehicles and local offices to deliver the product to wholesalers and
retailers.

Promotion: Many companies adhere to mass communication strategies to

introduce their products. We will go for customer-based promotion instead
of distribution-based promotion as Sunchips is a customer oriented
product & already it is a established brand. There are many promotional
 activities those we could take. But we only take the following promotional
activites to increase our sales:

 Advertising in TV, Newspaper, Billboard, Internet etc.

 Sampling in different places like school, colleges and others in the
market place.
 Sponsoring in different cultural, educational and sports programe
 Giving gifts with each packets

Marketing Research
About SUNCHIPS Established in 2009,Quasem Food Products Limited is the first ever
manufacturer of real Potato chips in Bangladesh with its flagship
product: SUNCHIPS Made in our brand-new, high-tech factory from the finest
Bangladeshi potatoes, top quality Palm Oil and the freshest and most flavorful
seasonings available ; Sun chips has quickly become the favorite snack of Bangladesh.
This product is common product, so we will go for sales promotion. We will give our
customers some promotional offer; like if our product price is around 15 tk, our
promotional offer will be 12 tk. We will make sure that when a customer come to know
about our new product he or she will be interested enough to buy our products.
Promotion is a key element of marketing program and is concerned with effectively and
efficiently communicating the decisions of marketing strategy. It influences the target
consumer’s perceptions to facilitate exchange between the marketer and the consumer.
Some of the promotional strategies we can use is:
Distributing free samples: After launching this new chips flavor , we can provide this
for free to the some other product in different commercial areas of Dhaka, Chittagong
&Sylhet. We can also provide free samples in public & private university students by
sponsoring some annual events.
Distributing free samples: After launching this new flober , we can provide this for free
to the office employees in different commercial areas of Dhaka, Chittagong &Sylhet. We
can also provide free samples in public & private university students by sponsoring
some annual events.
Sponsoring Events: We will sponsor events like Club Carnivals in different universities,
Cricket tournaments and other important events which will help to increase our
product image.