Analysis of the Customer Relationship

Management (CRM) and Holistic Marketing

Concept of Bombay Sweets Potato Crackers

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 Individual Assignment-1
Course Title: Marketing Management
Course Code: MKT 201
Section: 1

Submitted to
Dr. Salma Akter (FHEA)
Assistant Professor
Department of Business Administration
East West University

Submitted by:
Raisa Hossain
2021-3-10-053
Department of Business administration
East West University

Submission Date: 26/03/2023

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 Table Of Contents
Contents Page

Executive Summary 4

Introduction 5

Company Profile 6
Marketing objectives 6
Company’s Mission, Vision & Goal 7

Company Overview 8-9

Product’s Information 10

Customer Relationship Management 11-12

Personalized Marketing 12
Customer Empowerment 13
Customer Reviews and Recommendations 15
Customer Complaint 16
Holistic Marketing Strategy 17
Relationship Marketing 18
Integrated Marketing 18-21
Internal Marketing 22
Performance Marketing 22
Cultivated Customer Relation Strategy 23
Online Website 23
Rating 23
Reviews 24
Word of Mouth (WOM) 25
Recommendations 26

Conclusion 26

Reference 27

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 Executive Summary

Bombay Sweets & Co. Ltd. is one of the oldest manufacturing companies in Bangladesh. It
was founded in 1948 and has long been a pioneer in consumer foods in Bangladesh and
worldwide (Bombay sweets, 2020). The biggest advantages of Bombay Sweets are its
experience, financial manpower, and loyal customers. They are able to sell High quality
products that undercuts the competitors’ prices. Their vision is to sell hygienic, healthy and
tasty snacks to their consumers. It has a large range of food and beverages . The company
exports to 34 nations in North America, Europe, the Middle East, and Asia.

Potato Crackers are the leading and most popular snack in Bangladesh (Tasneem Kibria Orpa &
Ahmed Hasam Rabbi05 April, 2021). It is a thin, crunchy snack that has long served as Bombay
Sweets' signature offering. It has Calories 94, protein 3g that gives a lot of energy. It does not
contain any cholesterol which is why it is a healthy snack. People of every age can consume it.
Bombay Sweets launched Potato Crackers in 1988 and soon it became the market leader of
crackers in Bangladesh.

The impact of Bombay Sweets’s Potato Crackers in customer relationship management and
holistic marketing concepts on marketing, human resources, and corporate social
responsibility have been examined in this assignment. Any organization's prime focus is
revenue, which is sales and profit. Several direct or indirect sales strategies are employed to
achieve this purpose. In this project, a description of Potato Crackers and recommendations
are also examined to determine the commercial sustainability of this product. Bombay Sweets
is hoping to maintain its place in the market, preserve its brand image, and increase its market
share.

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 Introduction

Bombay Sweets Potato crackers have earned a respectable place in the hearts of people who
love potato chips. It consists of potato flakes, starch, wheat flour, refined vegetable oil and
seasoning. It is very healthy to eat and gives you energy as well. It became the market leader
right after its launch because of its flavors and taste at a cheap price. According to their
advertisement, even the older generation cannot resist the flavor of Bombay Sweets Potato
crackers.

Since Bombay Sweets Potato crackers' release, customers have fallen in love with its
distinctive flavor. By employing unique packaging, incomparable taste, and pricing cheaper
than its rivals, Bombay Sweets Potato crackers' was able to develop a strong and appealing
appeal among its target audience. Potato crackers are practically everyone's favorite snack,
from children to the elderly. The product received an overwhelmingly positive response when
first introduced and has since become one of the most popular snacks there. Potato crackers
are sold practically everywhere, including tea shops, mom and pop stores in small towns, and
superstores in urban areas.

For the people of Bangladesh, potato crackers heralded a new era of munchies. It is a
nutritious snack that everybody can enjoy. Potato Crackers have maintained the same price in
that market throughout the years even though every other cracker has gone up in price. A
packet of potato crackers costs just 10 taka. So, a person can always enjoy this tasty snack,
regardless of the social class to which they belong. It is also an important factor in why they
have stayed the market leader for so long.

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 Company Profile

Bombay Sweets has been a producer and food processing firm in Bangladesh since 1948. It is
best known for its "Chanachur" and "Potato Chips". Spices, frozen goods, and drinks are also
produced there. Bombay Sweets & Co. Ltd. is one of Bangladesh's oldest businesses.

Marketing objectives
● To maintain positive, steady growth each month.
● To increase new customers who don't buy the product.
● To attract current customers.
● Generate brand equity in the market so that in future no company can takes the market
● by producing same product
● Create loyal customers.

In order to maximize the shelf life of its products and maintain its dedication to offering
consumers the highest quality goods, Bombay Sweets started manufacturing its own
packaging materials in 1998. In terms of raw material procurement, the corporation also
employs a backward integration strategy (Bombay sweets, 2020). All of their products are
produced at their own factories as well. This way, they can make sure their products are made
in a hygienic environment and they can serve their customers healthy and tasty snacks.

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 Company’s Mission , Vision & Goal

Vission: "Bombay Sweets is a company that's all about good fun. For many decades, we have
enjoyed making the best snacks, starting with simple, farm-grown ingredients (Bombay
sweets, 2020) . And we're not stopping now (Bombay sweets, 2020). We continue to innovate,
so we can provide tasty products that are good as well as fun (Bombay sweets, 2020). We
know we still have a lot of work to do, but we're up to the challenge (Bombay sweets, 2020).
We've had a lot of good fun along the way, and we'll continue that as we look to the future
(Bombay sweets, 2020)" .

Mission statement:"Our mission is to be a premier consumer product company focused on

convenient food and beverages, with utmost emphasis on quality and to provide consumers
with "value for money" products (Bombay sweets, 2020). And in everything we do, we strive
for honesty, fairness and integrity (Bombay sweets, 2020) ".

Company Goal: “Our goal is to make our products available near you”(Bombay sweets,
2020).

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 Company Overview

Bombay Sweets & Co., Ltd. (BSCL) has been a household name among snack food customers
in Bangladesh and around the world for more than five decades. It had a humble beginning at
the beginning of 1948. It gradually gained popularity among customers by satisfying their
needs. Despite initially serving consumers out of its own locations, the organization now has
over 200 distributors dispersed around the nation. Bombay Sweets has two factory locations
in Dhaka and Narayanganj.All the raw materials for Bombay Sweets' snacks are grown under
the supervision of the company's agro venture – Bombay Agro Ltd. Their main focus is to
ensure healthy and delicious snacks for their customers.

History Of BSCL: Salim Jivani, the founder of BSCL, founded this company in 1948
because of his sweet tooth. His passion to produce high-quality sweets was the main motive
behind the creation of Bombay Sweets. In 1948, everything started with a modest cottage
factory with a storefront in Nawabpur, Old Dhaka. Since its inception, chanachur, a type of
local ethnic snack, has been a top seller alongside sweets (misti). However, it was not until
1971, when Bangladesh got independence, that Bombay Sweets truly extended its product
line. The company started making toast, dry cake, biscuits, and even drinks like orange,
lemon, and pineapple squash. Today it is one of the most successful brands of Bangladesh

(Bombay sweets, 2020).

Within 20 years, BSCL had 28 outlets throughout Bangladesh. Bombay Sweets is the market
leader in the snack food sector in the new millennium. The crackers and chips market in
Bangladesh now has a Tk 650 crore market size, with Bombay Sweet holding a 50% market
share and Pran in second place with a 20% market share (Hossan, 2022). To meet
ever-changing appetites and tastes, they are offering dynamic items and good packaging. All
come in a wide range of colors, sizes, and flavors. Via their devoted sales personnel, they
uphold the best standard of service for their retail customers. The company said that its
unwavering dedication to providing products of the greatest quality has been the main factor
in its success. The company exports to 34 nations in North America, Europe, the Middle East,

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and Asia.

Bombay Sweets & Co. Ltd will try to satisfy the demands of its customers by maintaining
adequate inventory. Also, they will monitor how competitors price their products, how they
enter the market, and how they launch new products. They are also focusing on their
promotional and advertising strategies. They will always make sure that their products are
well received by the customers.

A diagram of BSCL top priorities are given below:

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 PRODUCT’s Information

Bombay Sweets Potato Crackers 22gm

MRP ৳ 10

Features:

1. Product Type: Chips

2. Brand: Bombay Sweets

3. Net Weight: 22gm

4. Ingredients: Potato flakes, starch, wheat flour, refined vegetable oil and seasoning

5. Food value: Fat, Calories, Protein

6. Country of origin: Bangladesh

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 Customer Relationship Management (CRM)

Customer relationship management (CRM) is the combination of practices, strategies, and

technologies that companies use to manage and analyze customer interactions and data
throughout the customer lifecycle (Technology, 2021).

In the book Marketing Management by Philip Kotler, it is said to be the process of carefully
managing detailed information about individual customers and all customer “touch points” to
maximize loyalty. CRM is important because a major driver of company profitability is the
aggregate value of the company’s customer base. A related concept, customer value management
(CVM), describes the company’s optimization of the value of its customer base. CVM focuses on
the analysis of individual data on prospects and customers to develop marketing strategies to
acquire and retain customers and drive customer behavior (Kotler & Keller, 2016).

With the comprehensive, cost-effective customer relationship management (CRM) system

offered by Bombay Sweets Potato crackers, one can redefine one’s customer connections and
achieve demonstrable gains across all customer management operations. And after doing some
investigation, it is discovered that Bombay Sweets Potato crackers chose a more strategic
marketing approach to connect with their customers more successfully.

Considering this, I believe that Bombay Sweets Potato crackers would benefit more from

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adopting a strategic marketing approach because it entails making tactical choices within the
current marketing strategy to optimize the potential of the long-term strategy.

CRM can be divided into four objects which are:

● Personalized Marketing
● Customer Empowerment
● Customer Reviews and Recommendation
● Customer Complaint

Here, a detailed discussion of Bombay Sweets Potato crackers CRM process is given below:

Personalized Marketing

Every customer has different needs. A business should be appropriately aware of every
customer's wants. They need to understand what the client's true needs are. Bombay Sweets
CRM is also working on this process to identify these needs. They get information about the
wants and tastes of their customers through their social media profiles. After analyzing they offer
a variety of offers to different customers at different times. For example, for father’s day, they
promoted this product dedicated to all the father’s.

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They also started competitions like selfie contest or Eid quiz for their consumers and prepared
outstanding gifts for the winners

Customer Empowerment

Clients are every company's top priority in the modern marketplace. Every business should show
decent consideration for its clients. Customers should feel satisfied after having snacks. A packet
of Bombay Sweets Potato Crackers is not only tasty but a healthy snack as well. Consumers can
enjoy this pack of deliciousness in a very cheap amount, which makes it more likable. To
empower their clients, they have also been engaging in public awareness advertising. For
example Bombay Sweets ensures their customers that their products qualityful and that they are
always extremely cautious about their products hygiene. So they released products and statement
like this:

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They also started various campaigns like “Heros Smart Offer Campaign”, where they gifted their
consumers with smartphones. All they had to do was purchase their chips and whoever got the
lucky winners received a brand new phone.

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Customer Reviews and Recommendations

The most effective technique to enhance any business' services and products is through
customer feedback and recommendations. Bombay Sweets is also mindful of consumer
feedback and suggestions for their business. To make their business successful, they gather all
the data and work with it. From their Facebook and Instagram internet sites, they gather
reviews and suggestions from loyal clients, and try to implement them into their production as
well as promotional strategies. For example after Covid-19, the people have become more
cautious about product hygiene. So, keeping that in mind Bombay sweets released “Bombay
Premium sterilized Powdered spices”. So that the consumers can be more reassured about the
safety of the ingredients on their food.

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Customer Complaints

The customer may run into issues after buying the product. The default product can have an
issue. A reputable business should pay close attention to what customers have to say and try to
resolve it. By paying attention to and resolving these issues, the company establishes
trustworthiness. increases consumer trust in the business. Bombay Sweets is always willing to
hear about any issues that a consumer may have. They have phone numbers , Facebook,
Messenger, Email for inquiries or complaints. Below their contact information are given.

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 Holistic Marketing Concept

The holistic marketing concept is focused on the development, planning, and implementation of
marketing programs, processes, and activities that understand their breadth and
interdependence(Kotler & Keller, 2016). Holistic marketing recognizes that everything in
marketing matters—and that a broad, integrated perspective is frequently required.

We can divide it into four parts which are:

● Relationship Marketing
● Integrated Marketing
● Internal Marketing
● Performance Marketing

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Relationship Marketing

Relationship marketing is to create lasting relationships with key stakeholders that are mutually
beneficial in order to gain and keep their business (Kotler & Keller, 2016). To develop strong
relationships with their stakeholders requires an understanding of their capabilities and resources,
needs, goals, and desires. BSCL maintains a very strong relationship with their stakeholders.
There is not a single person in Bangladesh who did not try the product of Bombay sweet and fell
in love with its product. Bombay sweet potato crackers were one of the core snacks of the people
of Bangladesh. Because of their relationship marketing, they were able to build such a strong
relationship with their consumers. People of every age group are fans of Bombay sweets.

Integrated Marketing

Integrated marketing is a strategy for providing a consistent message across all of your
brand's marketing channels. The tool for the integrated marking is the four Ps.The four Ps of
the integrated market are Product, Price, Place, and Promotion. Based on these four factors,
businesses conduct their marketing and selling activities. This is also being done
simultaneously by BSCL.
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 Product

Potato Crackers come in a regular size packet which contains 22 grams of delicious crackers.

Price

The price of a packet of Bombay sweet Potato crackers is only 10 taka which is cheaper than
most crackers or chips in the market.

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Place

Bombay sweet Potato crackers doesn’t only sell their products locally but also exports to more
than 34 countries. Although, they don’t have a specific outlet that sells only their product; all
types of shops starting from departmental stores to super shops distribute the goods. Not only
that but online shopping sites like chefcart.com, chaldal.com, and sobjibazaar.com sell the
product too. They also sell their products on Amazon.com world’s biggest online retailer for
attracting international consumers.

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Promotion

To promote their product, Bombay sweet sponsors various shows and events to gain more brand
recognition. Additionally they did their promotion with celebrities like Ziaul Faruq Apurba, Sabila
Nur, Tasnia Farin and Ridy Sheikh to gain more popularity among the young generation.

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 Internal Marketing

Internal marketing's main goal is to increase employee satisfaction.Bombay Sweets continues to

maintain a motivated workforce by paying them well. In addition, Bombay Sweets has a variety
of employee training programs too. BSCL formed a strong bond with its suppliers and
distributors. That’s why they are able to distribute their products all over the country very easily.
They also reward their employees with various remuneration packages and promotions.

Performance Marketing

The goal of performance marketing is to calculate the firm's ups and downs, sales, revenue, and so
on to benefit the company and make it excellent. How much money was made by the business at
year's end and how much market share was gained? Bombay Sweets has done a remarkable job to
achieve this. Their annual revenue was $5 million in 2021. That was a big achievement for BSCL.
They are more determined and aggressive so improve their performance more in the upcoming
years. They are already releasing various types of products and expanding their business. They are
also doing aggressive marketing and promotion for the target customers in order to create more
brand awareness.

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 Cultivating Customer Relation Strategy

The new marketing strategy of the current day is to establish relationships with customers and
maintain close relationships with them. Because of this, businesses now work to strengthen their
bonds with consumers. Even Bombay Sweets is working on gaining a stronger customer base.

● Online Website

Bombay Sweets has its own dedicated Facebook page, Instagram page, and Website.

● Rating

They have an average rating of 4.2.

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 ● Reviews

All companies get both positive and negative reviews regarding their products. Here are some
reviews of Bombay sweet Potato crackers collected from Online:

Here are some reviews from the international consumers:

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 ● Word of Mouth (WOM)

Word-of-mouth marketing is a strategy that depends on consumers' opinions and

recommendations of specific businesses to their friends and family (Kotler & Keller, 2016) .It's a
type of unpaid promotion brought on by the perceptions, emotions, and ideas of consumers.

Given that 94% of consumers prefer word-of-mouth advertising to traditional media, WOM
marketing is one of the most effective means of advertising. But it might be either positive or
negative. WOM was a powerful tool in Bombay sweet Potato crackers promotional strategy.
Because of WOM, Bombay sweet was able to capture their customers' attention very quickly. As
when Potato crackers was first released, there was no internet in Bangladesh, so online promotion
was never an option. On the other hand, not many people were able to afford television at that
time too. So it was WOM that helped Bombay sweets potato crackers gain such tremendous
popularity and eventually gaining the position of market leader in the chips & crackers market.

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 Recommendations

The development and sustaining of an old company like Bombay sweets for so long is no small
task. It took them years of research and development of their products to reach at the point they
are today. But they still have a long way to go to become one of the biggest companies of
Bangladesh like Pran. So, after analyzing the report, I have a few recommendations for the
company:

⮚ Ensure product distribution all over the country.

⮚ Improve product quality and release variability in sizes.
⮚ Create a better customer care service
⮚ Collaborate more with big franchises and events to create brand awareness
⮚ Make more creative and revolutionary TVCs to attract customers
⮚ Make more promotional events for brand recognition.

Conclusion

Bombay sweets' approach to reaching out to potential customers and converting them into buyers
of their goods is referred to as their marketing strategy. It includes the value proposition of the
organization, important brand message, information on target consumer demographics, and other
high-level components. To sustain a firm in a market, it is vital that the company adopt a few
marketing techniques, has a solid relationship with its customers, and keeps them for a long time
to make them loyal customers.

Bombay sweets potato crackers currently hold the top market share in the chips & crackers
industry, according to its position as the market leader. We learned that it has made a name for
itself as one of Bangladesh's top food companies through its dedication, effective operations, and
marketing initiatives. This paper demonstrates how successfully Bombay sweets is conducting
business both domestically and abroad.

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 References

★ Technology, S. (2021) Introduction to customer relationship management (CRM), Sagara

Asia Blog. Available at:
https://sagaratechnology.com/blog/introduction-to-customer-relationship-management/
(Accessed: March 24, 2023).
★ Tasneem Kibria Orpa & Ahmed Hasam Rabbi05 April (2021) Bombay sweets: When a sweet
tooth inspires a thriving business, The Business Standard. Available at:
https://www.tbsnews.net/feature/panorama/bombay-sweets-when-sweet-tooth-inspires-thrivi
ng-business-226963 (Accessed: March 24, 2023).
★ Bombay sweets (2020) Welcome to Bombay sweets, Welcome to Bombay Sweets. Available
at: https://www.bombaysweetsbd.com/ (Accessed: March 24, 2023).
★ Kotler, P. and Keller, K.L. (2016) Marketing management. Boston, USA: Pearson.
★ Hossan, S. (2022) Why are there so many potato crackers brands?, Business Inspection BD.
Available at: https://businessinspection.com.bd/why-there-are-so-many-potato-crackers/
(Accessed: March 24, 2023).
★ Mkt-Plan-of-Bombay (no date) Mkt-Plan-of-Bombay.docx - 1.0 executive summary bombay
sweets & co. ltd. boasts an illustrious decorated past. established in 1948 it has been a:
Course hero, Mkt-Plan-of-Bombay.docx - 1.0 Executive Summary Bombay Sweets & Co. Ltd.
boasts an illustrious decorated past. Established in 1948 it has been a | Course Hero.
Available at: https://www.coursehero.com/file/68946050/Mkt-Plan-of-Bombaydocx/
(Accessed: March 24, 2023).

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