PRAN

Bisk club

AUGUST 12, 2022

PRAN
105 middle badda, Dhaka-1212, Bangladesh
 A Report on Bisk Club Sugar Free Biscuit
Course Title: Principles of Marketing
Course ID: Mkt-201
Submission Date: 12/08/2022
Submitted To: Abul Khair Jyote
Submitted By: Spartan

Name ID
Shible Ahamed Nomani 2130772
Faysal Bin Kashem Efty 1910359
Fardin Haque 2130041
Sadia Afrin Tondra 1831236
Abu Saleh Md. Supraggo Sadhak Mahin 2021498

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 Letter of transmittal
August 12, 2022
To
Abul Khair Jyote
Senior Lecturer Department of Marketing
School of Business and Entrepreneurship
Independent University, Bangladesh (IUB)
Subject: Submission of a report on a marketing plan of Bisk Club Sugar Free Chocolate Biscuit
Dear Sir,
With due respect, it is our pleasure and honor to be your students and have this opportunity to
present the marketing plan of Bisk Club Sugar Free Chocolate Biscuit While preparing this
marketing plan, we have given our best effort on the topic regarding this business. We provided
all relevant information regarding this business and we believe and hope that our plan will
provide a clear conception about our business. While preparing the marketing plan we all have
tried our best to accumulate all required information and we will be comfortable to answer any
question and clarify it fully to your understanding. Thank you for all your help and support
which helped us significantly in preparing this marketing plan
Sincerely yours
Shible Ahamed Nomani
Faysal Bin Kashem Efty
Fardin Haque
Sadia Afrin Tondra
Abu Saleh Md. Supraggo Sadhak Mahin

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 Acknowledgement

In performing our report, we had to take the help and guideline of respected
faculty, who deserve our greatest gratitude. The completion of this report gives us
much pleasure. We would like to show our gratitude towards Abul Khair Jyote
Senior Lecturer of Independent university, Bangladesh for giving us a solid
guideline for the assignment throughout numerous consultations. We would also
like to show our deepest gratitude to all those who have directly and indirectly
guided us in writing this report. Many people, especially our team members
themselves, have made valuable comments and suggestions on this proposal
which gave us an inspiration to improve our report by a large margin. We cordially
for all their contributions which helped us to complete the report. Thank you, Sir,
we are forever grateful to you. We are also grateful to our friends and well-
wishers who helped us prepare the project by their valuable assistance, support,
and information. Your effort inspired us to improve our plan in a sustainable way.
You inspired us to be better.
Thank you.

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Contents
Section 1: Executive Summary.....................................................................................................................5
Section 2: Research Methodology...............................................................................................................5
Section 3: Introduction................................................................................................................................6
Section 4: Current market situation (Existing Product)................................................................................8
Section 5: Market overview:........................................................................................................................9
Section 6: Target market.............................................................................................................................9
Section 7: Product.....................................................................................................................................10
Section 8: Ingredients................................................................................................................................10
Section:9 Current Market Situation...........................................................................................................10
Section 10: SWOT Analysis........................................................................................................................12
Section 11: Market Description.................................................................................................................13
Section 12: Positioning..............................................................................................................................14
Section 13: Competitive review (new product).........................................................................................15
Section 14: Justification of new product..................................................................................................15
Section 15: Target Market for New product.............................................................................................16
Section 16: Product description.................................................................................................................16
Section 17: Marketing strategies..............................................................................................................17
Section 18: Pricing Strategy......................................................................................................................18
Section 19: Distribution strategy..............................................................................................................19
Section 20: Prospective Marketing...........................................................................................................20
Section 21: Promotional Strategy.............................................................................................................20
Section 21: Conclusion..............................................................................................................................21
Section 22: Reference...............................................................................................................................21

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Section 1: Executive Summary

PRAN is a well-known regional brand that has been operating in Bangladesh since 1981 as a
Private Ltd Company. Among the millions of people in Bangladesh and the other more than 100
nations where PRAN Products are regularly exported, it is today one of the most admired food
and beverage brands. Every product Is made in accordance with international standards,
ensuring the greatest degree of quality throughout the whole production process. This part
provides a thorough review of the areas covered and seeks to highlight each of the themes
featured in the report. The study outlines every aspect of PRAN Company’s present market
scenario, including their product development, price, advertising tactics, and location decision
for them commercial operations. The research also covers subjects like the market’s targeted
customers for PRAN and the kinds of advertising tactics they employ to draw in clients. In-depth
analyses of PRAN’s product line extension product is also included in the study, along with a list
of the new 4Ps of the marketing mix, the new target market for the new extension product, and
the market segment for this extension.

Section 2: Research Methodology

We employed qualitative research as our research strategy for this paper. We chose “Bisk Club
Sugar free chocolate biscuit” as the subject of our investigation. We finished a Google Form
survey for this business. To gather our data, we consulted secondary sources. The observation
and knowledge of our esteemed teachers have, first and foremost, greatly aided us in the
development of this study. Academic papers and citations from other websites were some of
the sources we used to compile the crucial data. We entered the survey and data analysis into a
Google Spreadsheet, then used MS Word to write the project paper. Finally, we used to show
our marketing plan We made an effort to get factual information.

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Section 3: Introduction

Introduction Pran is currently one of the most admired food & beverages brands among the
millions of people of Bangladesh. And Bisk Club is one of the brands of Pran company. Sugar
Free Biscuits Are A type of biscuits that are made with artificial sweeteners like aspartame and
sucralose. Sugar free biscuits are popular nowadays, everyone is choosing it to become healthy,
lose weight and keep a check on their daily calorie intake. It is famous among diabetics because
they can enjoy biscuits without actually eating sugars and keeping their blood sugars within the
range. In the market of Sugar Free Biscuits there are lots of brands selling various flavors. Our
brand Bisk Club also has sugar free biscuits named
"Bisk Club Lexus Biscuit"
In our country there are no local brands to sell different flavored biscuits. Only foreign brands
such as Tiffany and Gullion are only selling flavored biscuits. In that case, whoever is interested
in eating chocolate flavored or lemon or orange flavored biscuits has to pay a good amount of
money. Not only that those biscuits are not highly accessible everywhere so that if anyone
needs to buy them, they must have to visit any well reputed super shop rather than in the local
small shop, the shopkeepers are not highly interested in keeping those expensive biscuits for a
limited number of target customers. Our objective is to make the most highly-interested flavor
sugar free biscuits accessible to everyone at a reasonable price. So that every level of customer
who is interested in flavored sugar free biscuits can eat their desired flavor.

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Company Overview
PRAN is a well-known local brand that has started its business since 1981 as a Private Ltd
Company in Bangladesh. Over the years, the company has not only grown in stature but also
contributed significantly to the overall socio-economic development of the country. It is
currently one of the most admired food & beverages brands among the millions of people of
Bangladesh and other more than 100 countries of the world where PRAN Products are regularly
being exported. All the products are produced as per international standards maintaining
highest level of quality at every stage of its production process Pran has a wide range of brands.
Pran brands are so popular all over the world Pran exports its product to more than 140
countries including North America and Canada Pran have taken the hearts of food lovers
nationally and internationally. PRAN is the largest food-beverage company in Bangladesh and
admired by millions of people globally Know our story and who we are. Pran has 3 biscuits
brands and Bisk Club is one of them. Pran is in the top of the ranking as a top Bangladeshi
biscuit brand. Bisk Club is a renowned Biscuit Brand of Bangladesh as well as many other
countries of the world. There are some categories under Bisk Club like- Cream, Hard Dough,
Soft Dough, Cookies, Rusk and Toast. There is a huge number of loyal customer base of Pran
and Bisk Club.

Company goals

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  Company quality maintenance and Improvement
 Satisfied customers
 Hold on to the current customer based and again gain customer loyalty
 Gain competitive advantage over all the competitors
 To double sale and expand production capacity every 7-8 years

Company Core Value

PRAN is a corporation that firmly believes in providing equal opportunity for everyone, and our
talent management has ensured the perfect atmosphere for the workforce, enabling them to
work together as a team. Besides, we take every complaint and suggestion with the utmost
sincerity to improve the workplace for all
• Consumer Care
•Supplier Care
• Employee Care
• Trade Care

Company Mission
Poverty & hunger are curses. Our aim is to generate employment and earn dignity & self-
respect for our compatriots through profitable enterprises.

Company vision
Improving Livelihood

Section 4: Current market situation (Existing Product)

The competition analysis illustrated the strategic method for identifying the strengths and
weaknesses of the rivals. A brand long-term existence in a competitive market depends on its
capacity to recognize the advantages and disadvantages of other rivals. In the context of this
definition, the term “competitors” refers to those brands that provide comparable products to
the segmented target market. In order to seize chances and avoid hazards in the future, it is
now crucial to recognize strengths and limitations. Because so many other companies that sell
sugar-free biscuits compete in the market, such as Danish, Olympic, Well Food, Tiffany,
Romania, etc., the rivalry for Bisk Club sugar-free biscuits will be particularly fierce. The favored
brands are shown in this graph. According to a recent survey, the majority of people, or almost
35% of them, favored Pran Company over other brands. According to a UNB survey, pran holds
a 60 percent market shares of the local market. We can see that well food is the second most
popular brand, with a 21 percent market share, and that Olympic biscuit and Romania are tied

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for third place with a 17 percent market share each. Next, we see that 7% of survey
respondents enjoyed Danish biscuits and 3% enjoyed ajwah. Additionally, brands like Haque
don’t have a lot of market positioning and preference. Sugar Free Biscuit Market: important
players Several of the major local firms with a presence in the market for sugar-free biscuits.
The list includes both the regional and the manufactured brands.
• Pran
• Well food
• Danish
• Olympic
• Romania
• Ajwah

Section 5: Market overview:

Every day, people consume biscuits, which are a very popular and widespread delicacy. Its
famously cake-like, sugary, and sweet texture. Because customer consumption habits are
changing and they are yearning for healthier foods, sugar-free biscuits are produced. These
sugar-free biscuits taste remarkably similar to ordinary biscuits while using substitute artificial
sweeteners. Bangladesh is one of the South Asian nations with a high prevalence of diabetes,
making it a market with significant potential for sugar-free biscuit sales. populace of the South
Asia location has conventional intake of sugar loose Biscuits over the last few years’ due
to product innovation and taste optimization of sugar unfastened cookies which may
be visible because the place has experienced a hike in call for. producers of sugar loose cookies
are growing products through casting off the after taste triggered because
of synthetic sweeteners.as a result of this converting perception, producers have an
advantage and can faucet this market with a huge variety of sugar loose cookies products

Section 6: Target market

As Bangladesh is one of the countries with an excessive populace tormented by diabetes and
having a large purchaser base for the sugar loose biscuit market. Bisk club Sugar Free Cracker
Biscuits are specifically focusing on the human beings with diabetes and the individuals
who are distinctly involved about a proper healthy diet weight-reduction plan and taking low
calorie meals or who are on sugar confined weight loss plan or simply prefer reducing your
sugar consumption. Enriched within the goodness of wheat, this cracker biscuit compliments
the health aware character fine. because of less fats, less calories, 0 sugar, much less carb
and dietary fiber this biscuit is one of the first-rate alternatives of the customers who
are especially fitness concerned each male and girl. There are a whole lot of human
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beings from distinctive a long time who devour sugar loose biscuits. From the age of 20-60 lots
of folks that consume sugar free biscuits in their everyday lifestyles. then again, “Pran? Or “Bisk
membership” has a very good wide variety of unswerving clients who purchase “Pran” or
“Bisk membership” merchandise very extraordinarily and regularly is also the centered target
market.

Section 7: Product
Product Bisk club is a famed Biscuit brand of Bangladesh in addition
to many other countries of the world. There are some classes under Bisk membership like
Cream, hard Dough, gentle Dough, Cookies, Rusk and Toast.
Bisk membership Sugar Loose Cracker Biscuits are certainly one of our best services,
Bisk club Sugar Loose Cracker Biscuit in particular made for the people with diabetes.
Enriched inside the goodness of wheat, this cracker biscuit compliments the health-
conscious people great. Bisk club distributes these biscuits in 180g ATC bins. That
is its normal percent and handiest percent inside the market. There are no different flavors of
these biscuits in the market. It’s been synthetic in Bangladesh and its origin is in Bangladesh
as properly. It contains 385 Cal, 44g Carbohydrate, 20g fats, 7g Protein, Sg Fiber, 380mg
sodium, Smg cholesterol.

Section 8: Ingredients
Wheat Flour, Palm Oil, Salt Leavening dealers, Sodium Bicarbonate (E-500), Ammonium
Bicarbonate (E-503), Milk Powder, Com Starch, Yeast. Biscuit improver. SMBS, Whey Powder,
Soya Lecithin, Egg, RBD Coconut Oil Embanax and includes brought taste (Cheese &
Butter).

Section:9 Current Market Situation

(Assessment of 4ps)
Product
Bisk Club is a renowned Biscuit brand of Bangladesh as well as many other countries. There are
some categories under BISK CLUB like Cream, Hard Dough, Soft Dough, Cookies, Rusk and Toast.
Bisk Club Sugar Free Lexus Biscuits are one of our finest offerings, Bisk Club Sugar free Biscuits
specially made for people with diabetes. Enriched in the goodness of wheat, this biscuit
compliments the health-conscious individuals best. Bisk Club distributes these biscuits in 180g
ATC boxes. Which is its regular pack and only pack in the market. There are no other flavors of
these biscuits in the market. It has been manufactured in Bangladesh and its origin is in
Bangladesh.

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It contains: 385Cal,44g Carbohydrates, 20g Fat, 7g protein, 5g Fiber, 380mg sodium, 5mg
cholesterol

Ingredients: Wheat Flour, Palm Oil, Salt Leavening Agent, Sodium Bicarbonate (E-500),
Ammonium Bicarbonate (E-503), Milk Powder, Corn Starch, Yeast. Biscuit improver. SMBS,
whey powder, Soya Lecithin, Egg, RBD coconut Oil Embanax and contains Added Flavor (cheese
& butter)

Place
The distribution system is referred to as “Place”. The intermediaries or business chain via which
items or services move until they reach the final buyer or end consumer are referred to as the
distribution channel. Wholesalers, distributors, and distribution channel. PRAN BISK CLUB Sugar
free cracker biscuits are highly and so much easily accessible to all types of consumers. PRAN is
setting up a solid route by supplying our biscuits to many supermarkets. Some of them include
Meena bazar, Shawpno, Daily shopping, Agora, Little India, Unimart and Mehedi Mart. Since
online shopping is now another major platform, they also arrange to sell our biscuits through
various online shopping stores. For example: Meenaclick, Chaldal, Daraz, Panda mart. Local
shops are another major distribution channel for our biscuits. Because a big number of people
visit local shops on daily basis. They occasionally buy our biscuits for their family as those family
packs are low at cost. Daily shopping is PRAN authorized super shop so that their Bisk Club
made a good number of sales from the customer of daily shopping. Because there are no other
sugar free biscuits in the market.

Pricing:
BISK CLUB doesn’t focus on price skimming, they are focused on market penetration so that
they can offer a good and affordable price to the customers. Because, if we look over profit
margin not in the sales volume then we won’t be able to sustain in the competitive market. On
the other hand, by offering an affordable price we can attract the customer of every age, area,
occupation etc. On the other hand, to highlight in the market BISK club have given a discount
over this product in many super shops as swap no, meena bazar, agora so they can attract a
good number of customers towards their brand’s sugar free biscuits and increase the sales
volume. BISK CLUB Lexus biscuits has only one pack of 150g, it costs 40/- TK only. If we compare
the price over other brand’s, it looks affordable and value for the money

. Haque sugar free cream biscuits costs

30/- 125g pack
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Romania Lexus zero biscuits costs
100/- 228g pack
Well food sugar free cookies costs
210/- 300g pack
Tiffany sugar free orange biscuits costs
330/- 162g pack

Promotion:
The following is the bisk club marketing strategy, promotional and advertising strategy. Bisk
Club Sugar free biscuit required a strong Promotion and advertising to make a good positioning
in the market. Or it has a risk of falling terribly. To gain a good foothold in the market it must
make the consumer aware of the product. Bisk Club gave their advertisement in the newspaper
to be highlighted to the corporate customers. By this way they can be highlighted to the senior
citizens who are affected by diabetes. On the other hand, they also posted on social media sites
to promote their biscuits such as Facebook, YouTube that they can highlight themselves
towards the youth and also that they can suggest these biscuits to their family members.
Besides, BISK Club has used pricing strategies too.

Section 10: SWOT Analysis

Strengths:
1 PRAN Bisk Club has a great competitive advantage over the other competitors. As
mentioned earlier it is the largest industry in Bangladesh and holds the biggest share in
markets in Bangladesh among the local companies.
2 Less competitors in sugar free biscuit.

3 Large amount of products verity.

4 Quality Products at low price.

Weakness: 1 Large size of the business and workforce makes it difficult to manage

perfectly. As a result, it often causes internal conflict.

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2 Too much competition from international organizations, for example Britannia, Tiff

nary, Karachi bakery, IKO, Gullon etc.

Opportunities:

1 Opportunity to become the leader of this market.

2 Possibility to get a huge number of consumers for its unique invention of chocolate
flavor sugar free
biscuit.
3 Market for sugar free biscuits is increasing day by day.
4 People are more health conscious nowadays.
5 Younger people are also maintaining a diet so that they can be turned into our
consumers.

Threats
1 Lack of proper promotion can be a big threat for the brand
2 Intensive distribution strategy can be also threat if expected sales won't be happen

Section 11: Market Description

Segmentation

It’s a technique for identifying areas of a market and grouping people into groups with similar
qualities. Companies or people fragment the entire market by having similar buying habits and
having similar reactions to various marketing activities. Advertise division is a shopper-based
method of separating an advertisement that may be applied to any type of advertising. When it
comes to market segmentation, people typically look for a few factors such as pay, age, and
jobs. They look for commonalities in requirements, lifestyles, and interfaces, among other
things. The showcase division is separated into four categories based on these similarities: 1.
Geographic 2. Demographic 3. Psychographic 4 Behavioral.

Demographic segmentation: When it comes to demographic segmentation, we will

separate the market by age, income, gender and occupation, among other factors. We will

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 target diabetic patients, fitness enthusiasts, influencers, and who are on a sugar restricted diet
or just prefer lowering your sugar consumption. even teenagers who are concerned about their
fitness as B2C customers. Every age of people is the age line in the marketing sector. Any age of
people can eat our biscuit Gender- Available for both male and female. Occupations- anyone
can buy this for a reasonable price

Behavioral segmentation: Here, we will segment the market based on demand We will put
the sugar-free biscuits in conventional stores, department stores, and other places. We will
continuously remind our customers about our goods by displaying it on billboards, social media,
and other places. We need to look at how frequently clients use our products and for what
benefits they admire them.

Psychographic segmentation: Here we will be focusing on customers like diabetes, fitness

influencers. The people who like staying fit and maintain a healthy and fit lifestyle to target this
customer base. Furthermore, we will target doctors and Nutrition to promote our brand when
providing a sugar free biscuit list to any patient. Lifestyle- people who lead any kind of lifestyle.
Social class- anyone can buy our product.

Geographic segmentation: Here we will show our customers based on different areas of
Dhaka, Khulna, Chittagong, Sylhet etc. throughout the country. The geographic data can
highlight and explain unique patterns, trends and characteristics of the people who live in
specific regions of the world or even local neighborhoods. These powerful insights are
invaluable in helping to identify gaps in product-market fit as well as in marketing strategies.
Density- Urban, Rural people from every area.

Section 12: Positioning

Pran always try to position their product through image differentiation, because related
marketing, and product differentiation. Pran will use logo and short advertisement so that
people can consistently see the advertisement so the product will occupy a clear, distinctive,
and desirable place in the mind of the consumer relative to competitors’ product. Pran will use
USP (Unique Selling Proposition) for their product. To do brand differences that make a better
differentiation or that has the potential to create company costs as well as customer benefits. A
difference is worth establishing to the extent that it satisfies the following criteria.

 Important
  Distinctive
 Superior
 Communicable
 Affordable and Profitable

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Section 13: Competitive review (new product)
As we mentioned in the Existing Product's Competitive review we seen that lots of in business,
a company in the same sector or industry, offering similar products and services tend to have
more competition among them than in any other sectors or industries. The presence of one or
more competitors can reduce the prices of goods and services as the companies attempt to
gain a larger market share. In the new product we already have existing competitors who are
already selling sugar free chocolate biscuits like Tiffany, Gullon, IKO who are our direct
competitors in the market. And we have other key competitors like Well food, Danish, Ajwah
and others who hold the market share by selling regular sugar free biscuits. Also companies like
Sunfest, Britannia, Hague are our indirect competitors because they are selling chocolate
biscuits too. Because we will be able to market our goods in both rural and urban locations, our
product will be a Strong competitor to Tiffany and Gallon. However, other biscuits sellers such
as Tiffany and IKO are not available in any grocery store, although they are available in
supermarkets and their product is just too expensive for most people. However, our product is
reasonably priced, making it accessible to anyone.

Section 14: Justification of new product

The people of Bangladesh love chocolate biscuits. But many people can’t eat Chocolate because
of High sugar. So, they go for sugar free vegetable biscuits. So, our team decided to bring a new
Flavor of sugar free biscuit. We ran a survey on Google form and we also surveyed on the
market to find out what people really want. We also talked to some people personally for their
opinion on which flavor of sugar free biscuits they prefer. We provided two options for them,
Vanilla and chocolate. Most of them preferred chocolate flavored biscuits. There are some sugar
free chocolate biscuits on the market but they are very expensive and they are foreign brands.
People don’t want to buy this high range biscuits. So, we brought a new product Lexus sugar free
chocolate biscuit.

Section 15: Target Market for New product

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Our newly launched Sugar free chocolate biscuits is the unique invention of the Bisk club family.
We observed through the various surveys that a large number of people of Bangladesh are
mostly suffering from diabetic, blood pressure and other lifestyle & chronic health issues but
the tastes of their preferred food habit didn't change rapidly. But they're not allowed to have
sugar & they didn't imagine having chocolate biscuits because most of the chocolate biscuits
have a huge quantity of sugar. Therefore, Bisk club comes with biscuits which have chocolate
flavor sugar free biscuits which contain the substitute ingredients of sugar. Nowadays the
market for sugar free chocolate biscuits is day by day In recent years we saw that a standard
number of young generations are concerned about their lifestyle People who are mostly
conscious about their health and maintain a diet on a regular basis also prefer chocolates flavor
are the main targeted market for our newly launched sugar free chocolate biscuit. As we are
also concerned about those criteria, I hope our Sugar free chocolate biscuit will attract more
people to have this

Section 16: Product description

While we were thinking about coming up with a new flavor of Sugar free cracker biscuit, we had
so many options in our hand but we wanted to be customer oriented and fulfill customer needs.
For this reason, we did market research and in research we found that most of the customers
preferred chocolate biscuits. So we decided to Come with the sugar free Chocolate biscuits in
the market. By discovering from our analysis that a large number of people want's "Sugar free
chocolate biscuit." Because of diabetes and health consciousness and restriction of having sugar
or who prefer a low sugar diet can't eat chocolates that's why we are going to launch our new
product "Bisk club sugar free chocolate biscuits." Those who are
concerned about their health and try to maintain a proper diet plan also and who are affected
by diabetes have a very high soft corner for chocolate biscuits but they are not able to eat
chocolate biscuits because of their health concerns and being suffering from diabetes can eat
our sugar free chocolate biscuit without any tension.

Ingredients:

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Enriched Wheat Flour (Wheat Flour, Malted Barley Flour, Niacin, Reduced Iron, Thiamine
Mononitrate, Riboflavin, Folic Acid), Maltitol, Vegetable Oil (Canola, Soybean, Palm and Palm
Kernel), Sugar Free Chocolate (Maltitol, Unsweetened Chocolate processed with Alkali, Cocoa
Butter, Soy Lecithin, Natural Flavor, Whole Milk Powder), Natural Flavors, Salt, Baking Soda,
Acesulfame Potassium
[PS: Almost all of the companies who make sugar-free chocolates are using it. This type of
sugar replacer (which includes sorbitol, xylitol, mannitol, and isomalt, in addition to maltitol) is
particularly helpful to people with diabetes because only a portion of it is digested and
absorbed.

Packaging:
Bisk Club Sugar free chocolate biscuits are made with the packaging materials selected to
provide a moisture barrier and to protect the biscuits. The film materials are heat and cold
sealable. The color of the packaging is a mixture of light and dark green where the logo of Bisk
Club and the name” Lexus” has been placed. And also the right side of the packaging the picture
of the biscuits also has been placed. The packet size is 200g Regular pack.

Section 17: Marketing strategies

Positioning:
We have have divided our brand positioning in to 3 ways

Product benefit:
Bisk Club Sugar Free Chocolate Biscuits has zero sugar and low carbs so that the consumer
won't get to be worried about the increment of sugar level. On the other hand, he/she can
consume their desired chocolaty taste from our biscuits

Product attribute:
Bisk Club Sugar Free Chocolate Biscuits is highly accessible to everywhere all over the
Bangladeshi market. The consumers can buy it from both online and physical shops such as
super shops and local shops. Our brand distributes their product at an affordable price so that
the consumers won't need to think about the price. In their affordable budget the consumer
can have their desired sugar free chocolate biscuit without any tension any time anywhere
because it's sugar free.

Belief and Value: Bisk Club Sugar Free Chocolate Biscuits is A product of Pran company and
Bisk club brand. Pran has a large number of loyal customers. Who believes that pran distributes

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the best products and never compromise with the quality of the product. And after making a
good positioning in the market with previous good products pran bisk club made a good
positioning in the customer mind

Section 18: Pricing Strategy

We all know that the price of a product is the major source of collecting revenue Pricing is the
most complicated part in the marketing mix. We were very concerned about setting up a price
in this competitive market Mostly we are following Market Penetration strategies while
launching new products so that we can engage more consumers while gaining a standard
market share to beat the market as well as maintain a good profit margin. To achieve our goal,
we are highly concerned about our market competitors and consumers buying capability as well
as trying to reduce our costs of production to give consumers better products at the lowest
price. Our Sugar free biscuits in chocolate flavor expand our products line and we are trying to
boost up our market share so that we are trying to keep our price as low as we can offer to the
consumers. we believe that consumers will appreciate our newly launched Sugar Free
Chocolate biscuit because of its unique tastes at consumer-friendly costs to make our product
affordable and to know how much our targeted customers are our product we asked our
audience how much they are willing to pay if he/she wants to purchase a sugar free chocolate
biscuit. During that survey 35 people responded that they are interested in paying 30-50 tk. The
cost of our regular pack will increase the price of our product. That's why we also launched a
small pack of

By this pricing, the customer of all types of categories can afford and be able to purchase our
Sugar Free Chocolate Biscuit and figure out its value for money.
We are focused on Market penetration not market skimming so that we can make a good
customer positioning and also can make a better growth and gain a strong foothold in the
market. We will make some promotional pricing at the beginning of the launching and provide
a percentage of discount in our authorized super shop Daily Shopping. We will make a combo
pack of BIG1 offers to attract more customers and taste the biscuit. More we attract customers,
the more we can get permanent customers. By Increasing more customers' interest, we can
increase the sales volume too. If we compare to other brands, there are only very few brands
who has flavored biscuits

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 Tiffany sugar free chocolate biscuits 330 tk 162g pack
Gulon sugar free Choco chip cookies 420 tk 125g pack
IKO sugar free oatmeal crackers 349 tk 178g pack
Bisk Club Sugar free chocolate biscuits 60 tk 200gm pack

The price difference between the foreign brand and our brand takes us one step ahead to
attract the consumer.

Section 19: Distribution strategy

A distribution strategy lays out how we all get items from the point of creation to the point of
consumption in the most cost-effective way possible. There are various sorts of marketing
distribution systems in general. Consumers can purchase things from a variety of market places.
Producer, wholesaler, retailer, and lastly the consumer makes up all of these distribution
strategies. The following are the 4 primary types of marketing distribution channels:
Conventional marketing channel
Vertical marketing channel
Horizontal marketing channel
Hybrid marketing channel

Among these to distribute Our Sugar Free Chocolate biscuit we will follow the Horizontal
marketing channel. In that case our product will be distributed by a chain where the Producer
will supply the product to the wholesaler, The Wholesale distributor will distribute the product
to the retailer. And at the end the consumer will get the product from the local distributor as
local shops or super shops.
For our sugar free chocolate biscuit, we following the distribution channel are
Producer
Authorized dealer
Wholesale
Retailers
Final consumers

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Section 20: Prospective Marketing
As we mentioned above that pran distributes their product over 100 countries of 5 Geographic
Region: SE Asia, Middle East, Africa, Europe and North America. Among them IN South East Asia
India, Malaysia, Thailand, Vietnam, Indonesia, In Oceania Australia and New Zealand, In North
America US and Canada, In Europe Germany, UK, France, Italy, Spain, BENELUX, Poland, Russia,
Nordic, Rest of Europe, In Middle east and GCC Countries, south Africa, Rest of MEA are mostly
affected by diabetes. Not only that in All of these countries Pran has Their own distribution
channel. But in North America and Middle East, Africa there are so many competitors in the
sugar free chocolate biscuit market segment. But having a good number of loyal customer base
in SE Asia and Europe Countries We can also distribute our Bisk Club Sugar Free Chocolate
biscuit. So, with local market we can also have an opportunity to hold a strong zone in foreign
market.

Section 21: Promotional Strategy

Advertisement:
Bisk Club has many products, which are developed for various segments, and are targeted at
clients by emphasizing their features. Bisk Club Sugar Free Chocolate Biscuit Primarily will use
advertisement as a promotional strategy. Bisk Club Will Advertise their product with TVC.
Through Social media sites we will promote sharing online posters, we will advertise our
products through posters printing on the health and food related magazines and Newspapers
and also will make billboards for events which would be used to promote our product. Themes
for advertising will change throughout time, and promotional activities will be carried out to
attract customers

Social media:
Social media is a platform where we have millions of audiences. From where we can reach to
Thousands of our target audience. Nowadays everyone spends lots of time on social media. By
our survey we found out that on average everyone uses Facebook, Instagram and YouTube for
an average of 4-5 hours a day from afternoon to night. By giving advertisements in social media,
we can highlight our product to a large audience.

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campaign:
We will arrange a campaign to make awareness of diabetes and during this campaign we will
distribute our product free of costs. We will also make campaigns in super shops such as BIGI or
give a discount of 10-20% to attract more customers. We can also go with the collaboration
with Bkash and arrange campaigns called "1 Taka Shopping" Where people can purchase Our
Sugar Free Chocolate Biscuits by 1tk

Vehicle:
To reach o more people we will also go for vehicle branding by using the packaging of our Bisk
Club Sugar Free Chocolate biscuits.

Sales Promotion:
We will hold promotional events for our product at various diabetic hospitals, Fitness centers,
gym, doctor's chambers, and other venues.

Section 21: Conclusion

Bisk Club Sugar Free Chocolate Biscuit is A product of Bisk Club under Pran company. Where Bisk Club
had a product Bisk Club Sugar Free Cracker Biscuit. But by watching the demand in the market we
decided to launch a new product in the existing market. In order to concentrate on the people affected
by diabetes and the people who are concerned about health but love chocolate or chocolate biscuits we
came up with Sugar Free Chocolate Biscuit to fulfill their desire and fascination for chocolate and
chocolate biscuits. To make a successful product we work on several points. We have made a realistic
based and evidence-based marketing plan.

Section 22: Reference

https://www.pranfoods.net/brands/bisk-club-biscuits
https://www.facebook.com/BiskClub
https://thefinancialexpress.com.bd/trade/bangladeshs-biscuit-industry-grows-
fast-1639796819
https://unb.com.bd/category/Business/top-biscuit-and-bakery-companies-brands-in-
bangladesh/66156

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