BANANA CHIPS

MARKETING REPORT

| FUNDAMENTALS OF MARKETING |
(THURSDAY 8:30am-11:30am)
SIR MUHAMMAD UMER AHRAR

GROUP MEMBERS:

ROSHAN KHALID _________ (14483)

AREEJ ABDUL RAZZAQUE ___(14484)
AADIL SIDDIQUI ____________(14438)
ZONAIR RAHAT _____________(14643)
MUHAMMAD IBAD YAR KHAN (15981)
BANANA CHIPS
 PRODUCT

Banana chips (banana crisps)

SLOGAN:
“Healthy bites for healthy lives”
 Table of contents:

 Abstract
 Acknowledgement
 Executive Summary
 Opportunity
 Competitor Analysis
 Product Description
 Classification of Banana Chips
 Flow Chart of Banana Chips
 Marketing Strategy
• Product
• Price
• Place
• Promotion
 Market Survey
 Target Market
 Market Strategic Analysis
 Environmental Factors
• Political Factor
• Economic factors
• Social and Culture Factors
• Technological factors
• Legal factors
 Swot analysis
• Strength
• Weakness
• Opportunity
• Threats
 Key issues
 Key opportunities
 Assumptions
 Objectives
 Strategy introduction
• Marketing strategy
• Target market
• Positioning statement
• Branding strategy
• Product strategy
• Pricing strategy
• Distributional strategy
• Promotional strategy
• Public relations strategy
• Direct marketing strategy
• Sales promotion strategy
• Sales strategy
• Packaging strategy
 Mission Statement
 Service marketing
 Resource requirements and budgets
 Evaluation and control
 Business growth and development
 Initial funding of the business
 Conclusions
 ABSTRACT

We will develop a unique and different product for the market to change the trend
of people from vegetable snakes to fruit snakes. We will provide unique products
to our target customers for their maximum satisfaction. There is no firm in our
national market that produces "fruit snacks". We will offer these new trending
products at moderate prices for the benefit of consumers.
 ACKNOWLEDGEMENT

The name of Allah which is the most beneficial and kind and complete
enables us to fulfill this r e p o r t a n d p r o j e c t to meet the need of our
semester. We are very grateful to Sir Muhammad Umer Ahrar who
shared their experience and information with us to make this project a
very effective one.
 EXCECUTIVE SUMMARY

We will facilitate the people through fruit snakes in packets at reasonable

prices . Now people w i l l enjoy their life with potato chips, snacks, popcorn,
chocolate etc. but we will give them the idea of "fruit chips" or "fruit snacks"
which will be better for their health.

Our initial product will be "Making Crazy - A Taste". Nature (banana chips) in
the market to get the overall reaction of the people towards the fruit snacks. There
is no direct competitor in the market of this product but there are also many
indirect competitors who are price makers.

Pakistan is a consumer market and our consumer is very conscious about prices,
more than quality or products. We will manufacture our products at organically
and will do our best to get reasonable price from our customers. We will consider it
a "first mover advantage" for fruit snacks in the snacks industry. There are many
possibilities for the success of this product.
 OPPORTUNITY
The Pakistani market exports and demands large quantities of fruit, but there is no
firm to produce fruit snacks. We will provide it with fruits of different flavors,
such as roasted apples, bananas, oranges, etc., in the form of snacks and chips.
If we start this business right, we may be in a position to change market trends in
10 years. If we change the market trend, we will be considered as a "Trend-maker"
in the fruit snacks industry.
Business is the name given to the profits made through legal activities. The most
important parameter of making a profit is the presence of opportunity gaps in the
market because there is a strong sense of competition over differences in similar
products.
For the fruit snack, we have a great opportunity in the national market as there is
no producer here who can provide this trend to the people and earn a decent
income. The international brand "Pringles" exists and offers banana chips at a very
limited price.
 COMPETITOR ANALYSIS

There is a huge gap in the market for fruit snacks. So far, we have no direct
competitors in local and national market. Our products will be unique in the
market; We will easily have a large economy in the next 12 years which will
provide us with maximum profit and minimum cost. Our major indirect
competitors in the snacks industry are as follows but they all produce vegetable
snacks:

▪ Gold chips
▪ Traina foods
▪ Mota chips
▪ Pringles
▪ Traina foods
▪ SOS food etc.
▪ BG fruits & Nuts etc.

All of these firms are market heavy weights and have a huge impact on market
behavior. These products are our indirect or perhaps future competitors. Most of
these firms have a large market share, but not like Lease, which is a leader in the
snacks industry. In the Philippines, more than 31 producers of banana chips (a total
of 41 manufacturers) are found mostly in Mindanao, where banana cardamom is
widely available. For marketing concerns regarding our competitors, we will
promote our brand through various promotional activities and additional benefits
for distributors, retailers and end users. But it will be important for us to establish
a strong and solid distribution network for the consumption of our products at
every level.
 PRODUCT
DESCRIPTION
Bananas can be processed in different ways, such as banana chips, and other
cooked foods and feed preparations. About 65% of banana production is used
locally in the Philippines, for example: 16.5% for processing as a by-product of
bananas; 45.5% are sold as fresh bananas in wet markets. 4% of bananas are for
animal feed due to rot or any other reason and the remaining 34% are for export.
Banana chips are a processed banana product to enter the market in recent years. It
has been a very lucrative business.

In the snacks industry, there is no company that offers banana chips, so we want to
provide value to our customers by designing this product. We focus primarily on
the health issues that our consumers face through potato chips because we know
that bananas contain many nutrients and that they promote digestion, heart and
health and weight loss.

Banana Chips Nutrition per 100g

Snack Food Fat Protein Calories Carbs
Banana Chips (serving: 100g)519 58.40g 33.60g 2.30g

 Global Banana Chips Market Report Segments

On the basis of Products, the global Banana Chips market is segmented into
Heat Dry, Microwave Dry, Freeze dry, on the basis of applications market is
segmented into Online Sales, Hyper/Supermarket, Convenience Stores, Others.
The report analyses and includes the various potential prospects and dynamics
influencing the various segments.
 CLASSIFICATION OF BANANA
CHIPS

SPICY BANANA LONG CUT YELLOW

CHIPS BANANA

CHEESE BANANA TOMATO BANANA

CHIPS CHIPS
FLOW CHART OF BANANA CHIPS
 MARKETING STARTEGY
Marketing Mix:
Product:
Banana chips are healthy and delicious. Firstly, bananas are dipped in honey
syrup before frying. The product does not contain any protectors or additives.
These chips are filled with 125 grams of plastic and each pack is individually
labelled.

Price:
As it will be new product in the market, so it will require some time to be
accepted by customers. That is why we will put our product’s price low and
budget friendly. So that it will be known or available everywhere. Once our
product becomes famous so automatically our profit margin will also be
increased.

Place:
We will make our banana chips prepared and sold in stores, bakeries,
confectionary shops.

Promotion:
As this is a new product in the market so there is no awareness among people
for this. We will start this campaign through proper advertising of our product,
through different social media platforms, by distributing pamphlets. Also, we
are thinking of making a website in future so that we will be up to date about
the trends and market progress, it will easily target our population which prefer
online shopping or grocery.
 MARKET SURVEY
People demand products according to their conscience and preferences. We know
that Third World countries are very accustomed to Western culture. Similarly,
Pakistan is one of the countries that has a huge potential to invest in the snacks
industry in Pakistan because the demand or growth rate is very high. The annual
growth rate of the snacks industry is estimated at 20% to 30% per annum.

Most of the children, teenagers and young people are the target market for the
product and, we have experienced that the eating habits in the target market are
changing rapidly and they like to have snacks all the time.
The current market demand is met by a mix of branded and non-branded chips
available in the market. 60% of the population is loyal to the brand. However, the
remaining 40% of the non-branded market can be attracted through heavy
advertising and different campaigns.
Based on the data collected and the current market survey, the current total market
is estimated at 2,000 tons of chips, which are segregated as follows:

SEGMENTS SHARE % QUANTITY (TONS)

Branded 60 1200
Non-branded 40 800
Total 100 2000
 TARGET MARKET
Market targeting is a key factor in a company's marketing strategy. The target
market should be in line with the company's goals and objectives. The target
market for the snacks industry is inclusive by nature because children, teens and
young people are the target of our industry. Home, rather than school, is the
most popular destination for crispy and delicious snacks, where seven out of ten
children (70%) eat them at home, compared to half (48%) who eat such breakfast
at school.
According to our marketing strategy, we will target all colleges and universities in
the first three major cities. Following the possible response from these cities, we
will move on to other cities. After the one Spot launch, we will begin our work on
establishing a national distribution network. We will establish this network in the
next 10 to 12 years, covering every street in Pakistan.
The Banana chips focus on the target market, the middle class aged 10-25, such as
students and university students because they consume a lot for breakfast.
Banana chips take advantage of the food market function to get word of mouth.
Because now consumers have more confidence when other consumers recommend
a product because their trust is higher than the given definitions.

Social media such as Instagram and Facebook are banana chip tools for advertising
and explaining product information or ongoing promotions as social media is one
of the media that Indonesians today use to get information about a product or
other people. The website is used to provide users with information about banana
chips products and monthly promotions. Using the website, users can easily find all
the information about banana chips, flavors, shopping methods and ongoing
promotions.
 Demographically (Banana Chips consumers)
Age 10~25 years
Gender Men & Women

Banana chips are meant for the middle class and people who have a practical
lifestyle. Who likes to eat snacks, because of the handy nature can be easily eaten
anytime and anywhere. More importantly, these customers are conscious of quality
and brand and do not have enough time to prepare snacks at home. They either live
alone because of their job or study or live in a nuclear family where the couple is
very busy. Also the people who like to eat snacks in breakfast, as friends when
hanging out with family and friends, or as a booster when hungry.

Packing banana chips using attractive packaging will make an impact on

consumers, will look unique when bought, and always maintaining product quality
will be our fist priority so that consumers are satisfied and loyal to our product.
The Consumers who want to get banana chips using digital media and websites
don't have to come out to get them, they can just place an order using their
smartphone and the product will easily be delivered to the user.
 MARKET STRATEGIC
ANALYSIS
The research contains detailed information on market drivers, growing trends,
growth opportunities, and the limitations that could change the industry's market
dynamics. This includes detailed market share analysis, as well as products,
applications, and competitive information.

 Banana chips market strategic analysis

To assess the market, the research study uses a number of analytical methods,
including Porter's Five Forces, SWOT analysis, player positioning analysis, market
share analysis, and value chain analysis. This assessment of banana chips helps
consumers analyze the market using a variety of metrices, including switching
costs, scale economy, current sales network, brand loyalty, capital investment,
product rights and patents, regulatory legislation, promotional effects. It is intended
that the information presented here will help industry stakeholders to make a
decision.
Based on the product, the global market for banana chips is divided into heat dry,
microwave dry, and freeze dry.
Based on applications, the market is divided into online sales, hyper / supermarket,
convenience stores and others.
 ENVIRONMENTAL FACTORS

Political factors:
The local government, as well as national government agencies such as the
department of Commerce and Industry and the Department of Science and
Technology, support businesses and the entire business sector.

Economic factors:
Inflation is a problem for all businesses. Although inflation significantly affects
business in determining the cost of raw materials and finished goods, it
significantly affects the purchasing power of money given to students as
allowances.

Social and cultural factors:

The Banana Chips product competes with other snacks to achieve the taste and
preferences of students who are the ultimate customers of its market. Other snacks
include Jack and Jill Corporation's potato chips, cheese curls and other junk foods.
They are oftenly preferred by students.

Technical factors:
Training on banana chip production in the future could open the door to the use of
technology in business. Technology, automation can increase production efficiency
in volume and quality and therefore pave the way for export of banana chips.
Legal factors:
Legal factors have great importance in our business. If there are changes in
legislation, we must also change our strategies to grow and expand.
We will take care of hygiene and food quality which are the crucial factors that
come under legal factors.
 SWOT ANALYSIS
STRENGTH:
o Less competitors
o Easy to make
o Improves health
o Easily available

WEAKNESSES:
o Shortage of bananas
o Shortage of gas

OPPORTUNITIES:
o Good weather
o new technologies
o large production of bananas
o increase in price of snacks

THREATS:
o Increase in fuel
o Increase in cost of raw materials
o New competitors in the market
 KEY ISSUES

Keeping up with the market:

Market research isn't something we do as a one-off when we launch our business.
Business conditions change continually, so our market research should be
continuous as well.

Planning ahead:
The plan that made sense for us a year ago isn't necessarily right for us now.
Market conditions continually change, so we need to revisit and update our
business plan regularly.

Cash flow and financial management:

Good cash flow control is important for any business. For a growing business, it's
crucial - cash constraints can be the biggest factor limiting growth and overtrading
can be fatal.

Problem solving:
New businesses often start in perpetual crisis mode. Every day brings new
challenges that urgently need resolving and management spends most of their time
troubleshooting.
 KEY OPPORTUNITIES

The first key opportunity we have of this product is that we are providing a new
thing, people never heard about banana chips. Second thing is pricing of our
product is very less as compare to other. The one opportunity we see that hygiene
is a real issue so we are going to maintain our hygienic standards up to the
international standards.

ASSUMPTIONS

As there are currently no competitors of banana chips in the market and only a few
banana products are sold in market so we will have great opportunity to grow our
business and if in case we feel any difficulty regarding competitors, so we will
improve our product quality and add new variety by innovating new ideas.
 OBJECTIVES

 Our objectives are really simple first we have to make our advertisement that
much effective so everyone should know about our product, first we will start
with basic. Level as pamphlets and banners, after sometime when we will be
making profit then we will move towards making our website and will start
advertising through social media and television.
 Second objective is to maximize the profit and reaching the targeted goals as we
want to expand our business.
 STRATEGY INTRODUCTION
Marketing strategy is a very essential tool for attracting people. The greatest
objective is to establish our new product in the market. The marketing strategy will
seek to first create customer awareness regarding the product and establishing
connections with targeted markets and work toward building customer loyalty and
referrals.
The major objectives are:
 Create awareness through pamphlets, banners.
 High quality product in affordable prices.
 To retain customers or to build customer loyalty we will provide the best
services.
We have observed and analyzed the market and based on the nature of the market
we segmented the market in the following sectors that which market we will be
cater, who are our audience and which strategies can help to stand in market.

Positioning statement:
Positioning of our product is very important. We will create awareness by
distributing pamphlets, putting banners, PR packages etc.

Branding strategy:
Banana chips will slowly build up brand awareness for their name and logo. This
will be done as part of the overall marketing strategy for the next years.
Our branding strategy includes ensuring that any marketing or advertising
materials, such as pamphlets and PR packages.
Banana chips will present its image as trustworthy and reliable.
Product strategy:
For launching a product in the market, there are some procedures that should be
followed by every marketer to move in the long run. Our product will enable our
customers to have a different experience. We start with low pricing, customize
ordering, high quality and unique taste.

Pricing strategy:
Initially single Packet of banana chips will cost Rs100.

Distribution strategy:
We will deliver and supply our product to selective local stores, bakeries and
shops.

Promotion strategy:
As banana chips is a new food market invention. Currently it has no promotion
strategy and no brand awareness in food market.
We will market our banana chips logo to advertise it. We will advise our business
through pamphlets or by social websites like Facebook and Instagram.
We plan to create a website in future, so that it will get easier for our customers to
order or to view new types as they become available.

Public relations strategy:

A PR strategy is used to help your business organize its public relations (or media
relations) activities and make strategic decisions about the best way to
communicate with its target audience. We will collab with food bloggers and ask
them to post review video or clip about our product.
Direct marketing strategy:
Direct marketing is a form of communicating an offer, where organizations
communicate directly to a pre-selected customer and supply a method for a direct
response. Among practitioners, it is also known as direct response marketing. Our
direct marketing strategy will be like, we will send text messages, mailing sending
pamphlets ad we will advertise our business in newspapers so that we look alive in
the eye of our potential customers in order to grow our business.

Sales promotion strategy:

Sales promotion strategy play most important role in reaching the goals and
objective any organization desires of. Any organization apply this strategy just to
penetrate in the market with the product they are making so that people recognize
their product and help the organization in getting profit as much as possible. There
are some strategies which we are aiming to apply.
o We will provide our product on least price.
o There will be 10 percent discount on bulk quantity.
o Replaceable orders.

Sales strategy:
In the beginning we will just make the pamphlets and banners for starting our
business because marketing is an expensive element but most important, so after
some when we will be having enough profit then we will go towards making our
own websites marketing on every social media platform like Facebook, Instagram
and twitter. There will be hiring for sales staff so they can communicate with the
customer and can tell them about new products and discounts we are providing.
Packaging strategy:
Packaging plays very important role for a product. If any organization wants to
attract its customers towards the product so they must have to make attracting
packaging so that the customer would want to try it. Our strategy related to
packaging is that it will be really handy and consisted of oriented polypropylene
bags so that banana chips will remain fresh inside.
 MISSION STATEMENT

“To deliver a new

taste of chips which
are healthy”

SERVICES MARKETING

We will also offer banana chips online through websites and digital

phone App.
RESOURCE REQUIREMENTS AND
BUDGETS

 One year operations plan will include making as much regular customers as
possible.
 Building the best product image possible by providing samples and a
professional work environment for the customers.

EVALUATION AND CONTROL

 Future marketing strategies should be re-evaluated to adjust for mistakes

since inflation is a constant shifting factor and effects the business
immensely.
 Things such as customer feedback will be deciding factor for the changes in
the company.
 BUSINESS GROWTH AND
DEVELOPMENTS
 For the future there is intention of increasing the menu by start making more
banana products if the feedback is good on them.
 Also, we will always put our customer on our first priority and will always
try new products by considering their feedbacks and reviews.

INITIAL FUNDING OF THE

BUSINESS
The initial investment is going to be RS 20,000 which will be invested by all 5
partners totaling RS 100,000.
 CONCLUSION
This report concluded that implementation of successful business plan of banana
chips can be a great source of income. The value proposition that our product is
offering is more than just the high quality and we offer at an affordable price. We
will try our best to provide the best experience to our customers. As a business we
want to be able to differentiate ourselves from other customers so that we can
create a value for our customers and so that they have a reason to buy our products
and services. That is why we emphasize more on our customer experience.