NORTH SOUTH UNIVERSITY

BUS620
Sec: 1

Project Report
On
Marketing plan
Of
“Shokher Rannaghor - শখের রান্নাঘর”

Submitted by:
Team- White Collars
NAME ID
1. Farid Uddin 1925079660
2. Sreekrishna Chowdhury 1915250060
3. Israt Jahan 1915067660
4. Leo Rahman 1915187660
5. Nusrat Sayeeda Chowdhury 1915186660

Submission Date: 4th August, 2019

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Letter of transmittal

4th August 2019

Dr. Mehedi Hasan

MBA Program, School of Business & Economics

North South University

Subject: Submission of Final Project

Dear Sir,

We would like to thank you for giving us this opportunity to submit the final project on Marketing
Plan for the course Marketing Management (BUS 620) and accepting our proposal of doing it on
Shokher Rannaghor - শখের রান্নাঘর which is an online-based catering service. This was a great

experience for us to understand how to use our earned knowledge from this course in a real-life
scenario. We tried our level best and gave all our effort behind this project.

Best regards

Team- White Collars

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Table of Contents
1.0 Executive Summary ................................................................................................................ 1

2.0 Situation Analysis.................................................................................................................... 2

2.1 Market summary ................................................................................................................. 3

2.2 Market Need ........................................................................................................................ 4

2.3 Market trend ........................................................................................................................ 4

2.4 Market growth ..................................................................................................................... 5

3.0 SWOT ANALYSIS ................................................................................................................. 6

4.0 Competitor Analysis ............................................................................................................... 8

5.0 Marketing Objective ............................................................................................................... 9

6.0 Marketing Mix ...................................................................................................................... 11

6.1 Product ............................................................................................................................... 11

6.2 Price .................................................................................................................................... 14

6.3 Place .................................................................................................................................... 15

6.4 Promotion ........................................................................................................................... 15

7.0 Business Analysis .................................................................................................................. 17

8.0 Action Plan ............................................................................................................................ 18

9.0 Conclusion ............................................................................................................................. 20

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 1.0 Executive Summary

Bangladesh is a developing country. We are doing well in many sectors and our lifestyle is rapidly
changing in terms of consuming food mainly due to the changing nature of work culture. Research
shows, a major number of urban people don't get to have hygiene food as people don't get time to
make their meal or want to have outdoor food due to the change in work-life balance. There are
limited options for hygiene food in restaurants or office canteen. Moreover, hygiene foods are
often overpriced that can exceed the budget. Hence, there is a huge demand for hygiene in the food
industry that will be economical as well.

In this report we came up with a solution with the idea of Online Catering Services named
“Shokher Rannaghor - শখের রান্নাঘর” with the tagline – World’s best food always comes from

mom’s kitchen. Facebook page link- https://www.facebook.com/pg/shokherrannaghor.official/

Shokher Rannaghor - শখের রান্নাঘর is an online-based food catering service that delivers quality and

hygiene food straight from home kitchen directly to the customers' doorsteps. In recent times, with
the blessings of Facebook, e-commerce business in Bangladesh is booming and has a huge
potential in the future. Taking advantage of this, many homemakers are entering this business
which brings an additional income to the family that contributes greatly to cover the monthly
expense in this ever-rising inflation times. The focus of this report is to establish the brand
“Shokher Rannaghor - শখের রান্নাঘর” and develop a Marketing Plan. This report also includes the

current challenges of business, target audience of online food catering services, proper
competitor analysis, use of segmentation and marketing mix and reason behind using of
those tools, marketing objective, and finally media and budget of Shokher Rannaghor - শখের

রান্নাঘর. We tried our level best to implement all the ideas that we have learned from Marketing

Management course to establish the business in the market.

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 2.0 Situation Analysis
Bangladesh has a rapidly growing consumer market and due to a large population base, the demand
for food products is always on the rise. Our target area is Dhaka City, which is the capital of
Bangladesh. Dhaka is the most populated city in Bangladesh, and it is also one of the most
populated cities in the world. The Greater Dhaka Area has a population of over 20.63 million as
of 2019, while the city itself has a population estimated at 8.5 million, and the city has shown a
population growth of about 4.2% annually. Due to rapid urbanization, expanded job market and
better living standard rural people are migrating to this city as a result population of this city is
increasing day by day. Food is one of the basic human need and people are getting concerned about
hygienic foods. Also, people love to have food in different occasion, festivals and others. The
market and the product range have evolved significantly over the last decade in Dhaka and many
companies have entered the food business which was otherwise not into this level of diversification
in the past.

The rapid pace of economic growth and urbanization bodes well for home care in Bangladesh.
These factors are making home care products more affordable and accessible to many people while
accompanying trends like overcrowding, pollution, busier lifestyles, and rising health awareness
are strengthening appreciation for their benefit. Food poisons are responsible for the significant
number of diseases in the entire world. Consumption of unsafe food is a serious threat to public
health in Bangladesh for the last couple of decades. In the early 1980s had revealed that inadequate
diets and intake of adulterated foods are responsible for the malnutrition of 60 percent of the people
of Bangladesh (Institution of food Science, Dhaka University).

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 2.1 Market summary

“Shokher Rannaghor - শখের রান্নাঘর’’ is a startup online base catering business. We offers mostly

traditional food and we focus the area within the Dhaka city.

 Target market –
 Region: Area within Dhaka City.
 Customers’ age group: 18-65 years old people are our main focus.
 Target customers
 Corporate clients: Such as corporate space parties, corporate conferences, corporate
summit, etc.
 Students: They are special customers for us. As students always look for good food
at reasonable price and we are offering exactly that type of food.
 Households: People now a day’s order food for the any kind of house parties. Such
as: Birthdays, traditional festivals, occasions.
 Offer –

We are offering the most delicious traditional homemade food at the doorstep. Our main motto is
to provide fresh & hygienic food at the most reasonable price possible.

We also provide customized food. Like for the diabetes, heart, pressure patient- If they demand
low fat, cholesterol, less sugar customized food, we can easily provide them. So this is the
uniqueness of our business.

 Tagline-

“World’s best food always comes from mom’s kitchen.”

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 2.2 Market Need

People always want to have hygienic and fresh food at a cheaper rate daily because of the tight
schedule. Nowadays adulteration in food has become a common disease for society. There are
several kinds of restaurants out there. But it is not possible to always be in a restaurant because of
time-consuming, adulteration, location, traffic, high price and so on.

People are more concern about their valuable time, cost, convenience, and mostly adulteration.
And they always find hygienic homemade delicious food at a cheaper price. So, we are solving
those problems as well by providing them home delivery service.

2.3 Market trend

The online food delivery is a service that allows the consumers to order food from the desired food
outlet via the internet like website or Facebook page. The introduction of online food delivery
system has been a convenient addition, which has not only reduced long queues but has also
decreased the waiting time for the ordered food delivery. The online food delivery system has
already been adopted throughout the globe and its performance has been relatively good. It
becomes a trend that orders homemade food from the desired online page and has with the beloved
one.

Consumers are increasingly seeking food and drink innovations that are sustainable throughout the
product lifestyle. The rational consumer is inclined toward having a fresh and hygienic homemade
food product at the right price. As the price is determined by the market, the right thing to do is to
have a good product made available for the consumers to take the right decision. This business
able to capture consumer needs and consumers will get hygienic food at reasonable prices. The
recent women empowerment and participation of women in the labor forces have boosted up the
food demand, and hygienic food demand always outstrips the supply. This offer can able to
increase consumer health and reduce the diseases related to food poisons. The consumer will have
good health having hygienic homemade foods.

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 2.4 Market growth

Online food delivery market is growing so fast. People are likely spending more money into food
industry compared to past years. Technological advancement also concludes a big growth for this
industry. Dhaka City is the growing market for online hygienic food delivery system. Demand for
homemade foods is increasing due to busy lifestyles and rising incomes of bourgeoisie class and
increasing population. Overall sales of homemade foods are increasing day by day due to different
application-based social media and transportation such as Facebook, Twitter Uber, Pathao, and so
on. So, we can conclude that there are huge opportunities for our business to grab the profit from
the rising market of homemade hygienic food.

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 3.0 SWOT ANALYSIS

We conducted a SWOT analysis in order to find out the strengths & weakness. Along with the
internal analysis of the company we also get to know the external factors such as opportunities &
threats. The in depth SWOT analysis will help us in our decision making process and will guide
us to plan our business accordingly.

Strengths Weakness
1. Marketed as mom's kitchen, that is where 1. Inelastic Supply – Even though in times of
it hits the sentiment of the consumers in high demand the supply remains elastic.
positive way. This is due to the lack of accommodation
as the food are prepared in home kitchen
2. Premium Quality by a single chef which restricts the ability
to cook in large quantity. The maximum
3. Sufficient Quantity cooking capacity is 150/200 units per day.

4. The dishes are cooked in home kitchen
ensuring the hygiene factor.
5. Low operation cost- Since it is a home
delivery service and we don’t have any
physical outlet, so the operation cost is as
less as 3000tk-4000tk per month.
6. Almost negligible investment- The dishes
are cooked in home kitchen and delivered
to the door step of the consumers.
Therefore no fixed investment was needed
to start this business.
2. The prices are a bit higher than regular
commercial catering services because the
main motive is to provide the fresh and
best quality food, for that it is very
important to buy the best ingredients
which increases the cost of production
that's why the prices are higher than other
commercial catering services.
3. Quantity inflexibility- Accepting orders
less than 10-15 units is not cost effective
and hence minimizes the profit. Since it is
fully a home kitchen unlike other
commercial catering services and they
provide home delivery, it's hard for them

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7. Easy & flexible ordering & delivery
process- Orders can be placed online or
over phone which helps the consumers the
hassle to go out and place orders.
Moreover Shokher Rannaghor - শখের রান্নাঘর
will directly deliver the food consumers
which will also save the time of the
consumers to out to have food rather they
can enjoy quality food at home.
Opportunities
1. Once mass people will know about 1. Since it is a growing industry a lot of new
Shokher Rannaghor - শখের রান্নাঘর, they will
start to prefer us for any small parties or
program over other commercial catering
service because of the quality we maintain.
2. Growth of digital markets: E-commerce
sector in Bangladesh is booming and the
government is also giving a lot of support
to establish this industry. Therefore an
online catering service will be able to
enjoy the advantages of the booming
stage.
3. It is still a new sector therefore not enough
direct competition are currently present in
the market.
to accept any order which is less than 10-
15 units.
4. No instant delivery – The orders needs to
be placed at least two to three days before
the delivery date and this restriction leads
to loss of consumers who prefers to order
instantly.
Threats
small businesses are entering this sector
which might lead an intense competition in
future.
2. Risk of close substitutes/indirect
competitors- There are a lot of food
delivery service currently present who
delivers food instantly. Although they are
not our direct competitors still there is
indirect competition that we can face from
such businesses.
3. Low switching cost- If the consumers want
to switch to the competitors it won’t cost
them much as it is service business which
lets the consumers to switch from one
competitor to the other.
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 4.0 Competitor Analysis

This is a newly developed industry and currently, it is in the booming stage. The demand for e-
commerce is increasing with time which is why a lot of new entrepreneurs are entering this industry
and trying their level best to establish themselves here.

Here is a list of some of our direct competitors –

1. Adira's home Made Food BD – They are also following a similar business strategy like
us. It is an online-based catering service that delivers food to the customer based on pre-
orders. However, their pricing is a bit high than us. For example- They charge Tk-200 for
one quarter chicken roast & polau were as we charge Tk-160 for the same and also, we are
providing one jalee kabab as well.

2. Tasnia's Passion Corner- This is an online-based food delivery service as well however
they are following a different business strategy. They deliver prepare different food items
on different days and post about the items one or two days ahead of delivery. The customers
then decide accordingly whether they want to order that item or not. Their pricing is also
higher than what we charge so we have a competitive advantage in this case as well.

3. Nusrat Kabir's Kitchen- They are also following a similar marketing strategy like us.
However, we still have a competitive advantage over them since they charge higher prices
than us.

4. Bikrompuri Voj -বিক্রমপু বর ভ াজ- They provide set menus to the customers at a very

reasonable price. Although their pricing is similar or a bit less than us still we have a
competitive advantage over them as they only offer set menu to the customers where us we
in our case the customers can order individual items from the menu and can customize their
orders according to their demand.

There are other online-based catering services as well such as DishKoi - Mega-Kitchen & Events,
Chal Chula-চাল চুলা, Green Oven Catering, Lunchbreak Catering Co, Tamara's Kitchen, etc.

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We have some indirect competitors as well such as the offline catering services like Salam's
kitchen, Fakhuruddin, Iqbal catering. Also, the app-based food delivery services such as pathao
food, Shohoz food, uber eats, foodpanda, and hungrnaki are our potential indirect competitors.

The main difference between us and our competitors is that we are focusing on the aspect of home-
cooked food and ensuring superior quality at a reasonable price. This is where we made ourselves
different than our competitors and hence managed to gain a competitive advantage over them.

There are a lot of competitors currently operating in this market still there is a lot of scope in this
industry as it is in the booming stage and demand of online-based services are increasing rapidly.
Many new entrepreneurs are entering this market to take advantage of this increasing demand.
There is a potential competition soon. Therefore we need to plan our businesses accordingly so
that we can survive in this competition.

5.0 Marketing Objective

Shokher Rannaghor - শখের রান্নাঘর is a startup online catering service where almost every food is

cooked/ Supervised by a Mother. So our customer can understand about our food especially
quality, taste, and hygiene. So to establish our self in this online Catering service market, we need
to create a brand image in our potential customer mind. So that whenever a customer feels hungry
or want to plan/arrange a party, our Shokher Rannaghor - শখের রান্নাঘর online catering service name

has to come in their mind only. We know this is not an easy task to do. Maybe we need a couple
of months or year to get this from our customers. But ultimately we have to achieve it by anyhow.

In Dhaka city, the number of customers is increasing who loves to order from online food catering
service for their gathering & office party as well. So to keep in our mind , we need to plan our
marketing Strategy such a way so that we can get maximum number of new customers to serve
them the best quality food in town with the reasonable prices & discount .we are not only work to
attract our new customers but also we need to retain our old customers too. Because our
competitors are always want to increase their customer providing new exciting services to their
new customer.

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As I have already mentioned that the online catering industry is booming day by day, so our one
of the main objective is no matter how much the competition rises, we will always try keep our
customers loyal so that they won't switch to other new competitors. We need to establish an
innovative marketing strategy to always keep attract our customer to serve them with the best food
services.

We always keep our customer satisfied with our promised on-time food delivery service .We don't
want to lose our customer so we never do those promises which we cannot deliver. Because
customer satisfaction is the most countable things for our business & we try to develop it every
single day. We are trying to establish ourselves as the best online catering service you can have at
the most reasonable prices.

Shokher Rannaghor - শখের রান্নাঘর online catering business needs to develop a reputation for high

quality, tasty dishes, punctuality, strong customer service, and varied menu choices, among other
things. The image built of the business through promotions and advertising should reflect the
aspects that are the most important to the audience we are targeting in our business. We will create
an amazing food experience suited to our customer taste.

We are here to disrupt the catering service industry and set the gold standard of food preparation
and service delivery.

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 6.0 Marketing Mix

Marketing mix is a set of tools that an organization uses to pursuit its product or service in the
target market. 4 components, popularly known as the 4’ps make up the marketing mix.

6.1 Product

This is a catering service, consequently there are a wide range of products available and more
items are being added every day.

Therefore, best-selling products are:

1. Chicken Biryani

Served with a quarter of a delicious chicken, sufficient rice that will be enough to skip the next
meal along with a boiled egg or kebab. Minimum order quantity is 20 units.

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 2. Shahi Roast

Served with quarter of a chicken, rice sufficient for one person, jali kebab. Minimum order quantity
is 20 units

3. Beef Chaap

Served with one piece beef chaap, beef kabab and plain polau. Minimum order quantity is 20 units.

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 4. Beef Tehari

Served with Puran Dhaka style plate full of beef portions with delicious tehari rice. Minimum order
quantity is 20 units

5. Kala Bhuna

Served with satisfactory portion of beef kala bhula, along with delightful begun bhaja to rejuvenate
the taste bud and ample amount of bhuna khuchuri.

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 6. Beef Rezala

Served with aloo, begun bhaja and bhuna khuchuri

6.2 Price

This is a new venture hence, to penetrate the market we kept the prices as competitive and
minimum as possible. We follow cost plus pricing for our business. That is, first we calculate the
cost price of the product and then we add 25 percent approx. markup to it.

We do not charge high prices to enhance the profit margin as we primarily aim for customer
satisfaction. Therefore, to increase our profit margin we focus on the number of sales made.

The prices are as follows:

1. Chicken Biryani- TK. 150

2. Shahi Roast- TK. 160

3. Beef Chaap – Tk 160

4. Beef Tehari- TK.140

5. Kala Bhuna- TK. 200

6. Beef Rezala- TK 100

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 6.3 Place

This is an online based catering service which also happens to be home cooked, and the ordered
items are delivered to the customer doorsteps. We do not rely on third party for our distribution
but use our own delivery process. The delivery charge is TK. 100.

At present, we are regularly receiving orders from Multinational Banks, Corporate Houses and
events. The list also includes small house parties. Recently, we participated in an event in IUB as
a part of our marketing effort and this turned out to be very successful.

6.4 Promotion

In recent times, there are a number of influencers in facebook whose opinion works like a charm.
We used their network channels for our promotion initially. For this, we sent them a PR package
and they gave a positive review post on their page. We distributed leaflets in the surrounding areas
and different banks. Leaflets were also given to local newspaper distributers to allot them along
with the daily newspaper.

In addition, we are using advertising agency ‘Skywalk’ to boost our Facebook page at a cost of
TK. 5000 monthly. Also, we regularly post live videos of the prepared food on our Facebook page
and this attracts a number of customers. Lately, we completed an event in IUB were our stall

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performed very well. There, food were served to the volunteers at a price less than regular also,
free food were served to the faculty members along with a leaflet.

We are also planning to work together with the food blogger were they will give a review on our
product in exchange of a PR package.

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 7.0 Business Analysis

Years
Description 2019 2020 2021 2022 2023 2024
Income 840000 980000 1200000 1560000 1740000 2400000
Operating
Expenses
Salary & Wages 120000 135000 150000 165000 180000 200000
Cost of Raw
Materials 360000 384000 480000 624000 696000 960000
Advertising 72000 96000 110000 130000 140000 150000
Utilities 28000 40000 50000 60000 70000 75000
Miscellaneous 14000 18000 24000 30000 40000 50000
Total 594000 673000 814000 1009000 1126000 1435000
Operating Profit 246000 307000 386000 551000 614000 965000

For the first year we are making a revenue of TK.70000 on average per month. Our operating
expenses includes salary & wages as we hired two labors for Tk.5000 each and they are paid on
monthly basis The labor helps the chef with the cooking preparation. The cost of raw materials are
Tk30000 on average per month and along with that we have other expenses such as advertising as
we hired an advertising agency who helps us to paid promotion like boosting our page etc. Also
there are some additional expenses like utilities & miscellaneous as well.

After taking into account all the expenses we can see that we will generate sufficient amount of
revenue for the first year, hence will incur profit. From the table we can see that we will have profit
growth in the subsequent years, therefore we can say that the business is feasible enough to sustain.

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 8.0 Action Plan

 MEDIA & BUDGET: We have chalked out the budget for the 1st 3 months of our
promotions. We will revise and chalk out future plans and budget after the initial response.
We will have a teaser in our Facebook page and Webpage. The teaser will start from the
last week of September and run for 7 days.

The schedule of the media budget is provided below-

Media Mix September October November

Activation

Door to Door
selling

Webpage

Facebook page

In store posters

Sampling

Bring to get
discount

Local Radio ads

& RJE

PR articles

Local newspaper
ads

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The budget for our 3 months’ campaign is described below-

Media Mix Budget (BDT)

Activation 15000

Door to Door selling -

Webpage 20000

Facebook page 10000

In store posters 5000

Sampling -

Bring to get discount 30000

Local Radio ads & RJE -

PR articles 10000

Local newspaper ads -

TOTAL 89,000

We plan to spend 89 thousands BDT in the 1st 3 months and plan after the results are shown for
each of the alleys used for promotion. We can elaborate and share the plan for the year as well if
needed.

 Along with this our main motive to look for a permanent clients. For example we are
thinking of targeting the educational institutes and take the contract of the canteen. If we
can manage to do so then there will be a daily fixed inflow which will help us to maximize
our profits. In this way we can use those profit to invest further and expand our business in
the future.

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 9.0 Conclusion

The food culture in our society has changed a lot and yet still we are facing severe problems
especially in terms of food hygiene. As a society if we want to move forward and have a healthy
life, we need to address this issue. The purpose of our business is not only to make profit but also
to address this problem. Through our business, we expect to provide the food solutions to our
customers and help them have a healthy life.

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