Situation Analysis

Spice market both brand and non-brand is around BDT

4,500-5,000 crore where Radhuni, the popular spice
brand of Square Group has the 70% market share

Pran, BD Foods, ACI Pure, and ACME are in possession

of less than 10% market share separately in the spice
business

Alesha Agro Ltd is a futuristic organization aimed at

serving Bangladesh with organic food.

Company is set to introduce 5th generation farming

to ensure the best utilization of the agricultural
resources around the country.

Red Chili Powder contains capsaicin which leads to

cancer (link)
 প্রকৃতির আসল স্বাদ
Justification
ঝঝাঁ will be the new brand that will be introduced in the spice market and create a top of
the mind awareness of the consumer as this name is related to spices. This will educate our
consumer to try different spices along with regular spices.
 Brand Guideline

Logo Tagline Brand Color Core Values Brand Personality

Pure Organic
প্রকৃতির আসল স্বাদ Authentic Healthy
Natural Use of Technology
Word ঝ ঝ াঁ refer ঝঝাঁ ensure authentic Red and brown color
to taste of taste of natural spices indicates health and
authentic without additional reliability
spices ingredients

Indicates
women
Brand Voice Brand Promise Vision Mission

Indicates Our vision is to utilize Our mission is to

স্বাদে প্রযুক্তি আর Authentic spices
an extremely diverse habituate people to
magical প্রকৃতির সমান্বয় with the use of
food system, which take organic and
hand of 5th technology for
technologically
everyone was highly nutritional,
generation cultivated spices on
highly plant diverse.
technology daily basis
 Marketing Mix

Product & Packaging Price Place Process People Promotion

Collected Procurement ATL(TV Shows)

spices from hill team BTL(Stall in fair)
PURE & ORIGINAL 100gm = 45tk Dhaka
track area , Production Team TTL
- 100% Pure Green 250gm = 88tk Khulna
Process these Marketing team
Chile Powder - No 500gm = 170tk Sylhet
Rajshahi then spread Sales Team
fillers, no BS! Mymensingh over the whole Customer Care
country

Pahari Green Chili Powder

chopped stems,
roots and the
Collected Procurement ATL(TV Shows)
twigs of it, not the
100gm = 100tk Dhaka, Khulna rural team BTL(Stall in fair)
fruit, are used as
250gm = 250tk Chittagong area, Process Production Team TTL
spice. Skin of
500gm = 500tk Sylhet these then Marketing team
the plant are used
Rajshahi spread over Sales Team
The softened roots
Mymensingh the whole Customer Care
enrich the aroma
and flavor of the country
curry.13% piperine
Chuijhal Powder
 Target Audience
GEOGRAPHIC DEMOGRAPHIC
Primary Location: Dhaka, and, Socio Economic Status: High Class,
Chittagong,Khulna,Rajshahi,Sylhet higher middle class, middle class
Secondary Location: Attached semi Consumers: 05-80 years
urban cities of the primary location Customers: 15-60 years
PROFESSION Attributes
Students, Young corporates, service People who conscious about health.
holders, housewives, parents, elders Health oriented and seeks organic food

Consumer Purchaser Influencer

AGE: 05 –80 years old. Kids, teen, AGE: 15 –60 years old. Teen, AGE: 30 –60 years old.
youth, adults, elders youth, adults, elders Occupation: Mother,
Occupation: Students, Parents, Occupation: Students, Father of
Young professionals, Pregnant Parents(who does buy things for The family
women, Businessmen, Retired. family)
 Brand Implementation
High Quality

We will position this brand as a brand of

different spices which will make a Point of
Difference in Consumer mind space. This

High Price
Low Price

product would be position as high quality

organic, technologically prepared spices at
mid price. Also this will create awareness a
alternative of red chili powder
Low Quality

Aware Engage Growth

Aware customer about Engage our consumer with Growth of brand by
launching of brand “ঝ ঝ াঁ ” engagement activities, BTL offering monthly or weekly
Delivering message of activities .Also home delivery service to
brand of different spices. Collaborating with consumer with other
Also educate consumer influencers and launching benefits. Also expanding
about side effects of some shows like “আসল ঝ ঝাঁ ঝর product line by introducing
regular spices সন্ধ ঝে” regular spices