Term Paper On

Marketing Plan of "A NEW BUSINESS PLAN TO LAUNCH"

Brand Name: Hunger’s Network

Subject Code: EMBA 502

Submitted To:

Dr. Md. Kashedul Wahab Tuhin

Associate Professor

Department of Marketing

Jahangirnagar University

Submitted By:

Md. Sajib Hossain

ID: 20222165

Section: A
EMBA 33 Batch, Summer'22

Date of Submission May 26, 2023

EMBA Program, Faculty of Business Studies

Jahangirnagar University, Savar, Dhaka-1342, Bangladesh
 Table of Contents

CONTENTS PAGE
1. Summary 3
2. SWOT Analysis 3
2.1 Strength 3
2.2 Weakness 4
2.3 Opportunities 4
2.4 Threat 5
3. Market Need and New Product 5,6
Idea
4. Marketing Strategy 7
4.1 Segmentation and Target Market 7
4.2 Segmentation 7
4.3 Target Market 8
4.4 Different and Positioning Branding 8
4.5 POP and POD Identification 9
4.6 Brand Equity Steps 9
4.7 Brand Name Selection 9

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4.8 Logo and Tagline Section 10
5. Marketing Tactics 10
5.1 Hunger's Network Product Strategy 10,11
6. Financial Budget 12
7. Control 13,14
8. Implementation 15

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 1.Summary
Travel with Food will be a national online website that is a restaurant search and discovery
service. It is one of the leading and successful brands in the IT & Tech sector. We will provide
clients with a highly structured and user-friendly platform to form an opinion of their preferred
restaurants. It will be the main source of information on restaurants and cafés, including their
meal menus, user ratings, and food delivery choices from its partner eateries.

Services Provided by Travel with Food

Following are the services we will provide to the customers –

1. Restaurant Information

2. User-reviews

3. Food Delivery

2. SWOT Analysis
SWOT Analysis is an abbreviation for Strengths, Weaknesses, Opportunities, and Threats. This
study focuses on the internal and external elements that might affect every company. Internal
variables include strengths and weaknesses, whereas external ones include opportunities and
threats.

It is a tool for strategic planning and decision making. It is usually more helpful if the SWOT
analysis of Travel with Food is done keeping in mind an objective like taking advantage of a new
business opportunity or responding to new trends, etc.

2.1. Strengths

The first tool of SWOT is the Strengths. These are the factors are that put the company at the top
and promising within the industry. Following are the strengths of Travel with Food –

First Service Providers: Travel with Food is one of the first companies to start up their services
in Bangladesh, resulting in a large customer base of over 20 million customers. Other directories
and various types of restaurant evaluations may exist, but owing to the user-friendliness of the
Travel with Food app, it is frequently the first option among customers.

Evergreen nature of the Restaurant Industry: It is common knowledge that the restaurant
industry is an evergreen industry. Of course, there might be some kind of slump or economic
decline which might affect the industry but it will always be going to pick itself up. This is such

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a steady and mandatory industry that this is bound to stay for all times and is only going to grow
in future.

User-friendly Interface: Travel with Food has the user-friendliness of the app. It makes it easy
and fast for the customers in their search for restaurants in your vicinity or at the locations you’re
planning to visit.

Well Connected: Travel with Food is pretty well connected with various restaurants and receives
daily feedback from both customers and the restaurant personnel. This focused approach had
helped in building the brand image and its reputation.

Strong funding: Since this brand is being established in several nations over the years, the firm
has received excellent funding and backup from various organizations and hence has a lot of
funds available for further improvement of the app.
Profitable: Last year it had been declared that Travel with Food is being profitable in 24
countries it is operating in. Since Travel with Food is a start-up company and has strong funding,
it is very commendable that this is turning out profitable because there are many cases where
well-funded start-up companies are still under heavy losses despite being established for several
years.

Brilliant Marketing Strategy: Travel with Food despite being an online entity does its
marketing both online as well as offline. The ads created by Travel with Food are so creative and
realistic that it makes an instant connection with the customers. It has a strong presence and a
massive following on various social media platforms and with its daily updates about its latest
offers and discounts, it does its digital marketing superbly.

2.2. Weaknesses of Travel with Food.

Security Issues: The app can be hacked. These kinds of security issues are like
living hell for a developing internet company like Travel with Food.

Inefficient Expansion: It could have been better given the huge funding it possesses. Travel
with Food is allowing other services to establish themselves in this particular niche despite being
already present in those countries first.This should not be allowed as they are paving the way for
tougher competitions by themselves only.

Increased Competition: Competition from search engines and other similar food discovery and
delivering apps also creates a lot of hindrance for the growth of the brand in any particular
location.

2.3. Opportunities for Travel with Food

Opportunities is a useful analysis conducted within every business. This provides the
organization with a few specific goals they need to focus on to stay a step ahead of their
competitors. Let’s look at what Travel with Food can seize –

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Scope of Expansion in future: Travel with Food needs to expand its reach to various other
countries and it needs to establish its base faster. It is a major issue in the service sector that
services can be very easily copied and implemented. Hence Travel with Food needs to establish
and expand itself faster than others in order to stay ahead of the curve.

More Acquisitions: There are many new players emerging in this field daily, both small and big.
Travel with Food can initiate a partnership with several of its competitors and at the same time
keep an eye on the latest technologies and trends happening around to stay ahead and grow
further.

Online Users: In the past few years, the number of smartphones and internet users has increased
tremendously. And so companies like Travel with Food has a very lucrative opportunity to
approach new users and convert them into their customers. Also due to the covid-19 pandemic,
the platform’s growth has further enhanced.

2.4. Threats to Travel with Food

Last, under the segment of SWOT Analysis of Travel with Food, we have the Threat. These
factors are important to consider as it protects the organization from dealing with potential losses
and more.

Fragile Business Model – We can not forget that Travel with Food is the first one in this niche
to arrive in the Bangladeshi market. It sure has the early mover advantage. There was enough
scope for the firm to exploit its business model in the international market. But lately, the
company business model has somewhat turned fragile. Any new tech company with enough
knowledge and expertise in this field can now exploit the model.

Policies by the Government – Various issues like identity theft, cybersecurity, data privacy
issues, etc. have made the general public aware and really cautious about their online activity.
Due to these reasons, governments are bringing up new policies

and regulations for these internet platforms to follow. These policies really hinder the

steady flow of the business model of the companies.

Tough Competition – As this is quite evident, the online food delivery market has very tough
competition. These harsh conditions make life difficult for the company in order to grow and
prosper.

3. Market Need and New Product Idea

We want to introduce our new service idea which is called “Hungers Network”. We will mainly
deliver authentic foods from any particular place to everywhere in Bangladesh. We will gain
profit by delivering authentic foods to the entire Bangladesh.

Why did we chose this service?

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In Bangladesh, there are some food those are popular in whole Bangladesh but if we want to eat
that food we need to go that particular place and then we can test it. Some time we need to travel
a long distance to test authentic food. There is some food like Chomchom from Tangail Curd of
Bogra Kala buna and mejbani mangsho of Chittagong etc. In this case if a person wants to test
that food he or she need to travel a long distance which is not possible for every time.

In this case, the solution is “Hungers Network”. We will take orders through the app from a
different place and deliver the food to the customer’s home.

● State Need
● Real Need
● Unstated Need
● Delight Need
● Secret Need

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 Stated In our app customer can express their
Need need and will get their food.

Real We will deliver the food with 100%

Need authentic test and in good condition.

Unstated Customer will get their foods by good

Need packaging

Delight We will deliver the food with 100%

Need authentic test and in good condition.

Secret We will try to give traditional items with

Need the food as a gift.

Every popular food of Bangladesh will be available for order from anywhere in Bangladesh. Customers
will easily find the food in our app he or she wants and will be able to order. After getting the order we
will deliver the food to the customer's house. Delivery time will depend on the area where the customer is
ordering the food and where the food is. Customer will able to see the delivery date before order.

4. Marketing strategy
4.1. Segmentation and Target market

Utilizing marketing strategy enables businesses to concentrate their limited resources on the
most effective ways to boost sales and get a competitive edge. Market segmentation and
targeting describe the procedures for locating possible customers for a business, selecting the
clients to pursue, and providing value to the clients.

4.2. Segmentation

The logistics company for food delivery (Hunger’s network) is divided into groups based on
product, geography, and mode of conveyance. The market is divided into four categories based
on modes of transportation: roads, freight/railways, seaways, and airways. It is categorized as
traditional food based on its product. We can develop a wide range of market segments. The four
primary techniques for market segmentation are listed below. Within the kinds listed below, we
can additionally develop more specialized subgroups.

1.Demographic

One of the most popular types is segmentation based on demographics. It alludes to dividing up
audiences according to perceptible, individual-based differences. Age, sex, marital status, family

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size, occupation, education level, income, race, nationality, and religion are a few examples of
these characteristics.

2. Psychographic

Comparable to demographic segmentation, psychographic segmentation focuses on traits that are

more mental and emotional.

3. Behavioral and

particularly that related to products, can also be the basis for behavioral and segmentation. By
segmenting the audience according to the behaviors they exhibit, messaging that is tailored to
those behaviors may be developed.

4. Geographic

Geographic segmentation, which divides the market into groups according to where each group
is located, is a simple but effective segmentation strategy. The location of a customer can help
you better understand their demands and allow you to distribute location-specific advertisements.

Segmentation is considered the four main types of market segmentation, but there are also many
other strategies you can use, including numerous variations on the four main types.

4.3 Target market

Target customers for our business are individuals between the ages of 18 and 35 who own
smartphones and have expertise utilizing applications. Both clients who prefer to eat out and
those who want food delivered to their homes are the target demographics that the business is
trying to reach. Overlap between these groupings is common. It’s possible that our gold program
offers incentives to dine out and offers meal delivery for individuals who require it. These people
include individuals who work, students who live in residence halls and need food, people who
don’t have the time or room to prepare meals, people who occasionally enjoy eating out, and
people who miss their hometown cuisine.

4.4 Differentiation & positioning Branding

Differentiation is the non-price-based way in which our company differs from or stands out from
its rivals. If the offers of another professional services organization overlap with those of our
target market, we need to consider how to differentiate ourselves and be the more alluring
alternative. Positioning is the place we can occupy in the minds of those who will be our
potential customers. It can be undetectable and subtle, but if we approach it from the perspective
of the consumer, it might be simpler to see.

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4.5 POP and POD identification

Businesses need to communicate both their similarities and their differences for marketing to be
most successful. POP informs our target market that our service satisfies their essential wants.
POD explains to customers why using our service is superior to those of rivals who offer similar
services. While there are many differences between our business and other meal delivery
businesses, it is popular nonetheless. As
an example, we provide food 24 hours a day, 7 days a week, from upscale restaurants to regional
brands. Our traditional and cultural food is delivered. For instance, panta vat, bagorkhani,
rosogolla, misty dhoi, and biriyani.

4.6 Brand equity steps

There are 3 steps of building brand equity.

1. Initial choice for the brand elements.

We will take three of the six elements. Brand name, Logo, slogan

2. Brand is integrated into the supporting marketing program

Our service is connected with marketing program which is supporting by 4ps.

Hunger’s Network is an App/website which shows different restaurants from different cities and
some particular traditional food menu to its users from whole Bangladesh. The main services in
its marketing mix include Point of Sale systems, Price/Pricing Strategy and Delivery from one
city to another. The restaurant advertising which Hunger’s Network does on their site or
application is the major source of our revenue. The place & distribution strategy is available on
Android and iOS platform. The promotion & advertising strategy includes TVC and social media
marketing on our official Facebook page.

3. Linking the brand with other entity

We want to take Sakib Al Hasan, and Rafsan the choto bhai as a brand ambassador of our
Hunger’s network company. Because both are famous among the people who are our target
audience.

4.7 Brand name selection

There are 6 criteria. We have chose 2 criteria to select our brand name. One is meaningfulness
and another one is likability.

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Meaningfulness

Parts of the brand should be recalled in addition to the brand itself; brand goods also need to
have a real meaning that is both compelling and descriptive. This meaning, it is thought, will
persuade customers to buy these goods.

Likability

There are numerous benefits to having brand aspects that are simple to recall and recognize,
relevant, and appealing. In addition to brand aspects, a strong marketing communications section
will help with brand equity and awareness development.

4.8 Logo and tagline selection

We are considering adopting a logo tagline; try to think of something straightforward and use as
few words as we can. Avoid using big words and trying to fit too many concepts into one
statement. We should choose our logo carefully because it will come to represent our brand. Our
tagline logo is effective and appealing since it is kept straightforward with three or fewer colors
and plain fonts.

5.Marketing tactics

5.1 Hunger’s Network’s Product Strategy:

Hunger’s Network is an App/website which shows different restaurants from different cities and
some particular traditional food menu to its users from whole Bangladesh. Hunger’s Network
provides the user with the restaurant details, their images, rates, menus and even portal for
customers’ feedback where people can voice their opinions regarding the experience, taste at a
particular restaurant. This application helps the restaurants which do not have their own
websites.And delivery the food to the customer with our Logistics network. It is a good way to

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make their restaurant visible online without making a site for their own to the nation and the
people can enjoy the iconic traditional food from different cities.The main services in its
marketing mix include Point of Sale systems,Some traditional Restaurant Search from different
cities and Delivery from one city to another.

Price/Pricing Strategy:

Mainly we follow the “PRODUCT LINE PRICING”.The restaurant advertising which

Hunger’s Network does on their site or application is the major source of our revenue.Also
we earn revenue from the delivery charge.

Place & Distribution Strategy:

Hunger’s Network in an online service is available on Android and iOS platform. Firstly It will
available in Dhaka and Chittagong city. After few month we launch in every divisional cities of
Bangladesh.

Promotion & Advertising Strategy:

We will aim to advertise with TVC and social media marketing on our official Facebook page.
These content are always fresh with old sayings, messages delivered in a unique way in line
with the service of Hunger’s Network. The social media is an important channel to market tour
services. Our posts, messages are always some simple industry jargon that is targeted at
different audience segments. Along with posts and messages,we will collaborate with Bikash,
Uber,Pahao, Food Bloggers which display Hunger’s Network as an option for any food related
queries customers search on these applications.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps
marketing mix of Hunger’s Network.

Physical Evidence:

Hunger’s Network being a service offers no product of our own. We have no particular physical
presence, except for the delivery system. The delivery system consists of delivery men
delivering the food placed by an order from Hunger’s Network website or application. There are
selected restaurants which offer delivery services through Hunger’s Network. Basically,

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Hunger’s Network acts as a third party system for the deal between these restaurants and the
buyer.

6. Financial Budget
“Hunger Network” going to an internal investment of 15,00,000tk.

Our service will be available through the app.

There are some major costs for this startup:

Major Cost

App Making 1,20,000

Office Rent. 90,000

Utility Bill. 80,000

Marketing & Advertising 2,00,000

Other Cost. 1,00,000

Total 5,90,000

● We will invest 1,20,000tk for app development

● 100000tk for office rent expense
● For utility we will not expense more than 70000tk
● As this is a new service we will spend height on Marketing and Advertisement
● There are also some other costs of 100000tk

In total 5,90,000tk will be the major cost.

There will reserve on account =15,00,000 - 5,90,000tk

=9,10,000tk

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9,10,000tk will invest based on the situation of the business. As this is a startup we will
face so many difficulties further then maybe we will need this money.

7. Control
we will follow the concept of Modern customer-oriented organization for our business. We will
gain maximum profit also by make sure customer satisfaction. We will make profit but also we
will control our internal and external activity. We will create different departments based on
different work. Every department needs to inform their activity to a particular department. And
every department can be able to communicate with each department.

Our level of authority within the organization by prioritizing the customers.

Customer

Front Line

Middle Management

Top Management

We will create 5 different departments every department will interrelated. They will able to
work together when they need to. But every department will have different deferent work. and
these departments are: Marketing department, Sales department, Logistics department,
Accounting department, and Finance department.

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Market in
Marketing Department

Finance Department Sales Department

Accounting Department Logistics

Department

As there are different departments and they have different work they need to report their work
to the CEO. To manage the internal work of our service we will follow this structure.

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 tment

Owner

CEO

Marketing Sales Logistics Accounting

Finance
Department Department Department Department.
Department

Here we can see every department needs to inform their work to CEO and CEO will
contact to owners and the owners will make the desertion.

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8. Implementation
In the implementation, all our pre-plan and work need to implement. We will take action based
on our plan.

We will develop our app and will make it available on ios and android also we will make a
website for our service that customers can visit by using different devices. We will make
advertisements in every digital platform like YouTube, Facebook, and Instagram. Also, we will
try to give advertisements on posters and tv. We will make sure every possible way to make
known our service to customers. There will be campaign for our service. Firstly, we will mainly
focus on marketing about our service as it is new and we need to reach to customers. After
making customers known about our service we will give them a 15% discount on their first order
and we will impress them with that order by also giving them a gift. We are not looking for profit
for the first order it will work as our marketing strategy. And also we will give a discount based
on different occasions.

After launching our service first two years we will not only focus on profit we will try to make
a good position in the market. After making a good position in the market we will expand our
business.

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