Report Presentation

Market Research On Processed Chicken And Further

Processed Chicken Products

September 04, 2013

1
 Agenda

Background

Detailed Analysis
- Overall Market Scenario of processed and
further processed chicken
-Potential of the Chicken Products

Conclusion and Recommendation

Appendix

2
 Agenda

Background

Detailed Analysis
- Overall Market Scenario of processed and
further processed chicken
-Potential of the Chicken Products

Conclusion and Recommendation

Appendix

3
 Background
Aftab Bahumukhi Farms Ltd (AFBL) is one of the largest Agro based private sector
investment in Bangladesh. AFBL is the only integrated and largest poultry industry
in Bangladesh that maintains the whole poultry chain from Grandparent to Further
Processed Chicken. The company produces two range of chicken products which
are :

• Processed Chicken - deals with the raw chicken products (i.e. Dressed whole
chicken , Portioned Chicken , Boneless Chicken, Gizzard and Lever etc. )

• Further Processed Chicken Products - Half to 70% cooked with excellent

nutritional values (i.e. Chicken Nuggets , Chicken Shami kebab, Tandoori Chicken
Nuggets etc.)

The overall objective of the study is to determine the market size, strengths,
weaknesses and identify potential areas of opportunity for Aftab to develop their
strategy for marketing processed chicken and further processed process chicken
products. They also want to explore customers’ usage & attitude toward processed
and further processed products at different SEC groups.

4
 Agenda

Background

Detailed Analysis
- Overall Market Scenario of processed and
further processed chicken
-Potential of the Chicken Products

Conclusion and Recommendation

Appendix

5
The market for processed chicken
has good potential to grow.
However, despite having a very
healthy level of awareness market
for packed chicken is under
developed due to lack of fresh
products and suspicion around
previously dead chicken.

6
Positively, awareness of packed chicken is very strong among the consumers and the
benefit of ‘already clean’ chicken is comprehended well. Notably, this benefit is the
strongest driver of appeal for processed chicken.
The advantages of ‘separate chicken parts’ and ‘less processing time’ are also drivers of
appeal.
Please see this card and tell me
which statement in this card best
describes your future intention.
Awareness (Both Processed Chicken
Intention
and Further Processed Chicken Items) Bottom
Top two Point of
In your opinion, what are the three
Chart Title boxes Difference
advantages of buying packed boxes
95 chicken? 

     
It is already clean/ Do not have
89 78 11
to take the hassle of cleaning
Different chicken parts are made
available separately 10 5 5
Entire process takes less time 58 53 5
5
Required quantity is made
available 7 5 3
Price is alright 2 1 1
Aware Unaware
No need to slaughter 33 33 1
No benefit 0 1 -1
Base-All Interviewees including Available everywhere
Note – 3 5 -2
aware and unaware : 596 Base - All Respondents
Top 2 Boxes: I will certainly/probably147
buy
(aware) 353  
Bottom 3 Boxes: I may or may not/probably/certainly will not
buy (ref. question. 15a)
Figures in % 7
However, trial and retention is very low as majority of the potential consumers
never tried this product. Moreover, only one-fifth are regular buyers.
Majority of the regular buyers are based in Dhaka.

Trial Regular Buyers by Centre

13
11
20
28

67 61

Past Triers Regular Buyers Never Tried

Dhaka Chittagong Sylhet

Base- All Respondents (People who are

aware of both processed chicken and Base- Regular Buyers: 101
further processed chicken Items: 500

Figures in % 8
This is mainly because of the disadvantage of ‘previously dead chicken’ which acts as
a strong suspicion among consumers.
This suspicion is significantly stronger among non-buyers than regular buyers of
processed chicken...
In your opinion, what are the disadvantages of buying packed What kind of suspicions do you have? Any
chicken? Any other reason? Any other reason? more? Any more?

  Intention  
Bottom   Total
Top two
  three POD Can sell previously dead chicken 72
boxes
boxes May not have been slaughtered
No Problem 17 2 15 'Halal' way 31
Price is higher 10 8 1 Could be diseased chicken 25
Can sell stale (not fresh) chicken 40 42 -2 Can sell stale (not fresh) chicken 24
Does not taste well 10 12 -2 Formalin could have been used at
Not cleanly packed 4 6 -2 time of packaging 13
May contain bad smell 7 12 -5 May contain bad smell 3
Contains formalin 10 18 -7 Could be expired dated slaughtered
chicken 3
Could be diseased chicken 7 15 -8
May not have been slaughtered 'Halal' Base - Those have suspicion 472
16 25 -9
way
Can sell previously dead chicken 32 50 -18
Others 18 15 4
Base - All Respondents 147 353   Do you have any suspicion regarding packed chicken?
Buyers of processed
Note – Total chicken
Top 2 Boxes: I will certainly/probably buy   (A) (B)
Bottom 3 Boxes: I may or may not/probably/certainly will not Yes 94 (B) 77
buy (ref. question. 15a) No 6 23 (A)
Base- All Respondent 500 101

A/B values are significant at 5% level of significance

Figures in % 9
…especially among those who never bought this product in the past. Moreover, lack
of fresh product is also a strong inhibitor for both consumers who never bought
processed chicken and past users.
Taste is also a concern for past users, followed by price.

You said, you are aware of packed chicken available in

the market but never bought this. Why not? Any other
reason? Any other reason?
You said, you have bought packed chicken in
the past but not buying anymore. Why is that?
Any other reason? Any other reason?
  Total
Does not remain fresh / intact 47
Could be previously dead chicken 42   Total
Others 21 Does not remain fresh/ intact 66
Not slaughtered in 'Halal' way 17 Taste is not good 34
Price is higher 16 Price is higher 27
Can contain formalin 15 Formalin added 16
Taste does not become good 14 Foul smell/ Smell is not good 11
Could be diseased chicken 10 Not available everywhere 5
Base-Those never buy processed Base-Past users 64
chicken 335

Figures in % 10
As a result appeal among non-buyers is significantly less than buyers. Therefore,
Aftab needs to reassure consumers about their quality and freshness to retain
current buyers and also to attract new buyers.

Now I would like to know your intention to buy packed chicken in the future. Please see this card and tell
me which statement in this card best describes your future intention.

10 11 6

14
20 42 A
22

21 I will certainly buy

19 I will probably buy
18
I may or may not buy
I will probably not buy
B A I will certainly not buy
38
31 44 28

21.2 12 21.3903743315508 20.6349206349206

3
Total Buyers of processed chicken SEC A SEC B
(500) (101) (374) (126)
Mean 2.66 4.24 A 2.72 2.48
A B C D
A/B/C/D values are significant at 5% level of significance

Figures in % 11
 Swapno is the best performing
brand in Dhaka and Chittagong
because of their availability and
fresh products, followed by Aftab
in Dhaka. Aftab lags behind Agora
in Chittagong.

12
Among all companies Swapno’s performance is the best as they have the highest
TOM awareness and sales. Aftab is also facing strong competition from Agora.
Although Brac has the strongest total awareness, their retention is significantly lower.

65
62

50

44 Bought at Regular
 
least once Brand
38 Shawpna
37   ( A) (B)
Aftab
32 31 Agora Swapna 38 31
26 Brac Aftab 24 16
24 24
Bangal Agora 26 17
18 18 Golden Harvest Brac 18 (B) 8
16 17
14 13 Bangal 7 3
9 8 Golden Harvest 9 3
7
4 3 3 3 Base - Buyers of
101 101
Processed Chicken
TOM Total Awareness Bought at least Regular Brand
once A/B values are significant at 5% level of significance
Base - Buyers of Processed Chicken: 101

Figures in % 13
These performances differ by cities as Aftab and Swapno are competing neck to
neck in Dhaka, whereas, Aftab falls behind Agora and Swapno significantly in
Chittagong. This suggests that Aftab really needs to aggressively market their
products in this city.

Regular Brands by Centre

  Total Dhaka Chittagong Sylhet

Shawpna 31 23 29 82 Note: As
Agora 17 13 32 0 Chittagong is a
Aftab 16 23 7 0
Meena Bazar 9 6 18 0
larger market
Brac 8 8 11 0 than Sylhet,
Prince Bazar 5 8 0 0 OrQuest
Bengal 3 5 0 0
Golden Harvest 3 5 0 0 strongly
DSS 2 3 0 0 suggests Aftab
Cary Family 2 3 0 0
Fresh Hen 1 2 0 0
to address
G-Mart 1 2 0 0 Chittagong
Taradin 1 0 0 9
before Moving
FIza 1 0 0 9
Khulsi Mart 1 0 4 0 on to sylhet.
Base - Those
101 62 28 11
purchase regularly

Figures in % 14
Swapno is mainly availed because of their availability and fresh products, whereas,
Agora’s availability is their main reason for sales. Aftab could increase their
presence in different stores with their fresh products to attract Agora’s buyers. This
would also provide strong competition for Swapno in the market place.

Why do you use your most frequent brand instead of other available brands in the market?
Any other reason? Any other reason? (Ref. Q12)
  Current brand
Total Aftab Shawpna Agora Others
  (A) (B) (C) (D) (E)
Agora does
Available near the house 44 19 52 47 46
Taste is good 36 69 29 35 27
not seem to
Remains fresh/ intact 34 25 45 18 35 be very
Good quality product 24 19 26 24 24 strong in
Price is reasonable 14 6 13 24 14 providing
Available in clean and fresh fresh
condition 11 13 6 18 11
products.
Reliable company 8 6 6 0 14
Maintains correct weighment 8 0 13 6 8
Known company 6 0 13 0 5
Quantity is available as per
requirement 4 0 6 0 5
Nutritious 1 0 0 0 3
Airtight Packet 1 6 0 0 0
Base - Processed chicken
users 101 16 31 17 37
A/B/C/D/E values are significant at 5% level of significance

Figures in % 15
This action would enable Aftab to easily attract new buyers because they already
have a good reputation in the market.

Now looking at this card – SHOW CARD. For each company I am showing here, please indicate if you agree or disagree
with each of the statement ... let’s start with … [Top Box – people saying agree completely]
  Total
White Golden
  Brac Bengal Aftab Fresh Hen Holy seed
Hen Harvest
  (A) (B) (C) (D) (E) (F) (G)
Very well known company 62 DE 49 E 54 DE 28 27 48 E 22
Easily available 25 21 26 15 21 26 0
Trustworthy company 14 6 15 5 9 12 0
Good taste 13 9 10 10 6 10 4
Good quality 13 7 8 8 10 6 7
Fresh 10 6 8 3 6 6 4
Nutritious 10 7 8 5 6 9 4
Acceptable price 6 3 7 8 7 8 0
Base - People who are aware 283 203 303 39 94 155 27

A/B/C/D/E/F/G values are significant at 5% level of significance

Figures in % 16
Shawpno is the biggest seller of
processed chicken, with the
highest market share in terms of
volume.

17
Overall, Shawpna is the clear winner with biggest market share in terms of volume
sales, followed by Aftab. Similar circumstance is evident in Dhaka with Agora being
very close to Aftab.
Market Share Percentage of the processed chicken producers

Total Dhaka
15 7 17
5 29
25

Aftab
Shawpna Aftab
Brac shawpno
Agora Agora
Others Others

12 29 61

Chittagong Sylhet

3
16 6
7 9
40
Aftab
Shawpna Aftab
Brac Shawpno
Agora Golden Harvest
42
Others Taradin
42

34
Figures in % 18
This is obvious because most consumers buy packed chicken from super stores such
as Swapno and Agora and would most likely pick the store brands.

Where do you usually buy packed chicken from?

Total Dhaka Chittagong Sylhet

  (A) (B) (C ) (D)
Departmental Store 10 13 7 0
Aftab 1 2 0 0
Shawpno 35 29 29 82 (ABC)
Mina Bazar 10 8 18 0
Agora 27 24 43 0
Prince Bazar 8 13 0 0
DSS 2 3 0 0
G-Mart 1 2 0 0
Cary Family 2 3 0 0
Taradin 1 0 0 9
Fiza 1 0 0 9
Family Needs 1 2 0 0
Khulsi Mart 1 0 4 0
Base - Processed
chicken users 101 62 28 11

A/B/C/D values are significant at 5% level of significance

Figures in % 19
Therefore, in order to attract more buyers, Aftab needs to advertise their products
more to remind and/ or make people aware of their brand. In addition, they should
also do promotions to compete with the store brands.

In addition, Aftab could provide store owners benefits such as more commission,
price reduction, etc so that these stores push Aftab’s products towards the
consumers more.
In your opinion, what should
the companies do to attract new
buyers of packed processed
What benefits do you expect from ____company? Anything else? Anything else? chicken?
  Total Dhaka Chittagong Sylhet Total
  Aftab (A)
Did not expect anything 43 50 50 0 Should give advertisement 62
Price should be reduced 43 0 50 100 Price should be reduced 29
Freezer need to be supplied by the Quality standard need to be
29 0 50 0 29
company improved
More profit to be given 29 0 25 100 Different sizes should be
If date expires items are changed 14 0 25 0 available (large, medium, 14
Commission on sales needs to be small)
14 50 0 0
increased Free Sampling should be
10
Quality needs to be improved 14 0 0 100 done
Different size of chickens need to be Manufacturing and Expiry
14 0 0 100 date must be printed on the 5
available
Base - Those sell Aftab processed packet
7 2 4 1 Base - Those sell
chicken 21
processed chicken

Figures in % 20
 Awareness for further processed
chicken products is in very
satisfactory level. However, due to
lack of freshness and taste, past
users had stopped consuming
further processed chicken
products. Thus, Aftab could attract
new buyers by ensuring chicken
product’s freshness and good
taste.

21
Despite having high awareness, trial and retention of further processed chicken
product is low as majority of the potential consumers never tried this product.
Moreover, only one-third are regular buyers.

Majority of the regular buyers are based in Dhaka.

Trial Regular Buyers by Centre

9
15 35
50 56

35

Past Triers Regular Buyers

Never Tried Dhaka Chittagong Sylhet

Base- All Respondents (People who are

aware of both processed chicken and Base- Regular Buyers: 175
further processed chicken Items: 500

Figures in % 22
Lack of freshness is a strong inhibitor, along with taste, among both past users and non-
buyers of further processed chicken products.
Unlike processed chicken, price is also a major concern for past users of further
processed chicken items. Evidently buyers of this products are mainly from SEC A.
You said, you have bought packed further processed chicken You said, you are aware of packed further processed chicken
items in the past but not buying anymore. Why is that? Any items available in the market but never bought this. Why
other reason? Any other reason? not? Any other reason? Any other reason?
  Total   Total
Does not seem fresh 34 Does not seem fresh 46
Taste is not good 29 Taste is not good 28
Price is higher 26 Habituated in eating home-made food 28
Does not seem hygienic 21 Price is higher 24
Habituated in eating home-made food 16 Packaged foods are not hygienic 12
Formalin added 12 No specific reason 12
Seems like food made of dead chicken's meat 12 Seems like food made of dead chicken's 10
No specific reason 12 meat
Gastric problem increases eating food made Quality standard is not good 9
of packaged chicken 10 Others 13
Others 15 Base-Those never bought further 254
Base- Past users processed chicken products
73

Buyers of further processed chicken item by SEC

Sec
B,
14%

Sec
A,
86% Figures in %
23
As a result appeal among non-buyers is significantly less than buyers. Therefore,
Aftab needs to assure consumers about their product’s freshness and taste to retain
current buyers and attract new buyers.

Now I would like to know your intention to buy packed chicken products in the future. Please see this
card and tell me which statement in this card best describes your future intention.

10
22 26
26 I will certainly buy
A
26 53 A
26 I will probably buy
21
17 15 I may or may not buy

42 29
23 21 I will probably not buy

3 13 I will certainly not buy

12 12
11
Total Buyer of further SEC A SEC B
processed chicken

(500) (175) (374) (126)

Mean 3.22 4.46 A 3.33 D 2.89

B C D
A
A/B/C/D values are significant at 5% level of significance

Figures in % 24
This intention is higher in Dhaka.

Intention to buy packed chicken products in the future by centre

Now I would like to know your intention to buy packed chicken products in the future. Please see
this card and tell me which statement in this card best describes your future intention.

14 8
22 CD
28

29 I will certainly buy

26 50
ABC
I will probably buy
21
I may or may not buy
17 I will probably not buy
17 18
8 I will never buy
23
23 21
30 A/B/C/D values are significant at 5% level of significance
12 12 17
4

Total Dhaka Chittagong Sylhet

(500) (300) (150) (50)
Mean 3.22 3.32 3.00 3.28
(A) (B) (C) (D)
Figures in % 25
Consumers buy chicken nuggets a
lot more than any other further
processed chicken items.
Consumption od snacks is even
less, with only Chicken Samosa
being the most commonly
purchased item.

26
Consumers usually buy further processed chicken item more than snacks items.

Among packed chicken meals and snacks,

Which one do you buy most?
Buyers of 60%
ONLY further
87%
processed 40%
chicken items

Buyers of
BOTH chicken
13%
items and
snacks
Further processed Snacks
chicken items

Base- 175 (People who are buyer of Base- 152 (People who are buyer of both
further processed chicken meals and further processed chicken meals and
snacks snacks

Figures in % 27
The main reason for buying further processed chicken products is good taste which is
the major driver of appeal .
Children’s approval and less time to serve are important added benefits.
Please see this card and tell me which statement in
this card best describes your future intention.

Intention
 In your opinion, what are the
reasons of buying packed chicken Top Bottom Point of
products? box four boxes diff
What are the reasons for you to buy further processed
chicken meals/ snacks most?
Taste is good 82 75 6
Total Quality standard is good 6 2 4
  (A) Smell is good 4 1 3
Tastes good 79
Easily available 6 4 3
Children like this 33
Less time required to make ready for eating 32 Nutritious food 13 11 2
Easy to serve 23 Hygienically prepared 1 0 1
Nutritious food 12 Less time required to make ready
Easily available/ available everywhere 5 31 32 -1
for eating
Quality standard is good 5
Reasonable price 0 1 -1
Smell is good 3
Reasonable price 1 Children like this 32 35 -2
Hygienically prepared 1 Easy to serve 22 25 -3
Base-Buyer of further chicken products 175
Base-Buyer of further chicken
93 82  
products
Note
Top Box: I will certainly
Bottom 4 Boxes: I will probably buy/ I may or may
Figures in %
not/probably/certainly will not buy
28
Highest TOM awareness and usage, chicken nugget is the most popular followed by chicken kebab.
Regrettably, most of Aftab’s products have very low awareness level among regular buyers.

Awareness and Usage Table

Sponteneous Total Aware Ever Used Regular Used
  A B C D
Chicken Nuggets 69 (D) 90 (A C D) 71 (D) 58
Chicken Kebab 34 (D) 85 (A C D) 41 (D) 15
Chicken Burger Pattie 18 (D) 53 (A C D) 20 (D) 5
Chicken Sausage 14 (D) 42 (A C D) 20 (D) 3
Chicken Wings 13 (D) 42 (A C D) 14 (D) 4
Products sold by Aftab

Chicken Tandoori Nuggets 12 (D) 45 (A C D) 18 (D) 2

Chicken Tandoori 10 (D) 59 (A C D) 16 (D) 3
Chicken Sandwich Slice 10 (D) 59 (A C D) 18 (A D) 2
Chicken Mini Nuggets 9 (D) 34 (A C D) 11 (D) 1
Chicken Shami Kebab 9 (D) 54 (A C D) 14 (D) 1
Chicken Sausage Ball 7 (D) 35 (A C D) 15 (A D) 0
Chicken Meatball 7 (D) 51 (A C D) 21 (A D) 2
Chicken Lollipop 6 (D) 27 (A C D) 5 (D) 1
Chicken Mini Sausage 5 (D) 21 (A C D) 6 (D) 1
Chicken Popcorn 5 (D) 25 (A C D) 6 (D) 1
Chicken Masala Nuggets 4 (D) 25 (A C D) 6 (D) 0
Chicken Jumbo Nuggets 4 (D) 15 (A C D) 4 (D) 0
Chicken Kids Nuggets 4 (D) 13(A C D) 5 (D) 1
Crispy Chicken Wings 3 27 (A C D) 6 (D) 1
Chicken Drumstick 3 (D) 18 (A C D) 3 (D) 0
Crispy Chicken Drumstick 2 14 (A C D) 2 (D) 0
Crispy Chicken Thighs 2 16 (A C D) 2 (D) 0
Fish Nuggets 2 21 (A C D) 6 (A D)  
Chicken kieves 1 6 (A C D) 1 0
Chicken Peperoni Sausage 0 6 (A C D) 1  
Can not say/ None 7 (B C D) 0 1 1
Base – Regular Users 175 175 175 175
29
 This awareness level is significantly less among people who never consumed these products
which suggests that Aftab needs to focus their communication is creating awareness of their
products. In addition, they should also consider adding products which have more demand, in
their line.
  Spontaneous Awareness among....   Total Awareness among…
Regular Regular
Ever Used Never Used Ever Used Never Used
  User   User
  (A) (B) (C) (A) (B) (C)
Chicken Nuggets 69BC 46 47 Chicken Nuggets 90 86 83
Chicken Kebab 34 31 32 Chicken Kebab 85 92 81
Chicken Burger Pattie 18 12 18 Chicken Sandwich Slice 59C 61 46
Chicken Sausage 14 5 13 Chicken Tandoori 59 73 60
Chicken Wings 13B 2 12B Chicken Shami Kebab 55 64 57
Chicken Tandoori Nuggets 12 13 11 Chicken Burger Pattie 53 56 58
Chicken Tandoori 10 7 12 Chicken Meatball 51BC 33 27
Chicken Sandwich Slice 10 5 5 Chicken Tandoori Nuggets 45 51 39
Chicken Shami Kebab 9 8 14 Chicken Sausage 42 31 41
Chicken Mini Nuggets 9 5 5 Chicken Wings 42 30 33
Chicken Sausage Ball 7 7 9 Chicken Sausage Ball 35 26 33
Chicken Meatball 7 6 7 Chicken Mini Nuggets 34C 32 21
Chicken Lollipop 6 1 3 Crispy Chicken Wings 27 15 19
Chicken Popcorn 5 4 7 Chicken Lollipop 27 26 18
Chicken Mini Sausage 5 2 5 Chicken Masala Nuggets 25 20 19
Chicken Jumbo Nuggets 4 0 4 Chicken Popcorn 25 23 20
Chicken Kids Nuggets 4 0 1 Chicken Mini Sausage 21 17 13
Chicken Masala Nuggets 3 1 5 Fish Nuggets 21 19 15
Crispy Chicken Wings 3 1 4 Chicken Drumstick 18C 8 7
Chicken Drumstick 3 0 3 Crispy Chicken Thighs 15 7 10
Fish Nuggets 2 1   Chicken Jumbo Nuggets 15 11 13
Crispy Chicken Drumstick 2 0 1 Crispy Chicken Drumstick 14C 8C 2
Chicken kieves 1 1 0 Chicken Kids Nuggets 13 13 7
Crispy Chicken Thighs 1 0 2 Chicken Peperoni Sausage 6 2 5
Chicken Peperoni Sausage 0 0   Chicken kieves 6 6 2
None 7 30A 30A Base 175 84 241
30
Base 175 84 241
A/B/C values are significant at 5% level of significance
As seen previously, about one –third of consumers buy snack products and chicken
Samosa is the most consumed item among the buyers. Aftab is recommended to add
this product in their line.

Among packed chicken meals and snacks,

Which one do you buy most? I will now read out some other snack items. As I do so, please kindly
let me know which one of these you buy most often.
60%
Buyer of further
processed chicken
 
40%
Chicken Samosa 42A
Parata 9
Beef Samosa 7
Aloo Parata 6
French Fries 5
Dal Puri 5
Aloo Puri 4
Vegetable Samosa 3
Others 7
None 13
Further processed Snacks Base - All Respondents 175
chicken items

Base- 152 (People who are buyers of both

further processed chicken meals and
snacks

Figures in % 31
Rich Finest Food and Golden
Harvest supply almost all
snacks items in the market. It
could be concluded that both
brands are market leader in
terms f volume (%), followed
by Brac.

32
 Percentage of market of snack items by product and brand

Market Share Percentage of the snack items producers

Overall, top Total
Rich
two market   Brac Finest
Golden
Arafat RUCHI Assential
MS Arabat al OK Mahi
players in Harvest Food Imran Food Food
Food
snacks items Punjabi Poratha 100 - - - - - - - - -
Regular Samusa 71 - 29 - - - - - - -
are Golden Beef Shingara 25 26 37 - - - 12 - - -
Harvest and Chicken Shingara 17 14 48 - - 7 14 - - -
Rich Finest Single Bite Shingara 13 19 41 - - 18 - - - 9
Alu Porota 13 33 54 - - - - - - -
Foods and Alu Puri 12 36 48 2 - 1 - - - 1
supplying Ruti Chapati 12 - 83 - - - - - 6 -
almost all Chicken Single Bite Samusa 9 20 49 - - 11 5 - - 6
Vegetable Shingara 9 32 41 4 - - 7 4 2 1
snacks items Chicken Spring Role 4 15 50 11 3 6 4 3 5 1
in the Porota 4 30 51 3 - 1 7 - - 4
market. French Fries 4 24 61 1 - - 2 - 3 5
Beef Samusa 3 27 53 - - 3 9 - - 5
Chicken Samusa 2 20 50 4 1 2 5 1 8 5
Dal Puri 2 40 47 2 2 3 1 - - 5
Vegetable Spring Role 1 24 51 - - 9 4 4 8 -
Mutton Samusa - 51 38 - - - 11 - - -
Vegetable Samusa - 18 57 - 4 5 7 4 - 5
Ponir Samusa - - 98 - - - - - - 2
Pottato Chop - 77 23 - - - - - - -

Figures in %
33
Percentage of market of snack items by product and brand in Dhaka

Market Share Percentage of the snack items producers

Dhaka
Rich Finest Golden
Snack items Brac
Food Harvest
Beef Shingara 80 10 10
Chicken Shingara 35 14 51
Vegetable Shingara 5 50 45
Porota 3 32 65
Chicken Spring Role 2 2 97
Chicken Samusa 1 24 75
Chicken Single Bite Samusa -  83 17
Beef Samusa -  22 78
Mutton Samusa -  56 44
Vegetable Samusa -  8 92
Vegetable Spring Role -  9 91
Single Bite Shingara -  -  100
Alu Puri -  51 49
Dal Puri -  43 57
Alu Porota -  32 68
Ruti Chapati -  -  100
French Fries -  26 74
Pottato Chop -  74 26

Figures in %
34
Percentage of market of snack items by product and brand in Chittagong.

Market Share Percentage of the snack items producers

Chittagong
Rich
Golden MS Arabat OK Mahi
Brac Finest Arafat RUCHI Assential
Harvest Food al Imran Food Food
Food
Alu Puri 25 24 38 8 - 3 -  -  -  3
Vegetable Shingara 21 8 20 11  -  - 19 13 5 4
Ruti Chapati 16 -  52 -   -  - -  -  32 - 
Porota 7 19 32 8  - 4 19 -  -  10
Chicken Spring Role 7 23 14 19 5 10 6 5 9 2
Chicken Single Bite Samusa 7 5 56 -   - 16 7 -  -  9
French Fries 6 15 48 3  -  - 6 -  8 14
Single Bite Shingara 5 -  38 -   - 38 0 -  -  19
Dal Puri 5 17 46 4 5 8 2 -  -  13
Chicken Samusa 3 15 12 11 3 6 13 3 21 13
Vegetable Spring Role 1 22 27  -  - 18 8 8 16 - 
Beef Samusa  - 26 17  -  - 10 29 -  -  17
Mutton Samusa  - 36 43  -  - - 21 -  -  - 
Vegetable Samusa  - 24 17  - 9 13 17 9 -  12
Chicken Shingara  - 3 43  -  - 18 36 -  -  - 
Beef Shingara  - 44 28  -  -  - 28 -  -  - 
Ponir Samusa  - -  -   -  -  - -  -  -  100

Figures in %
35
Percentage of market of snack items by product and brand in Sylhet.

Market Share Percentage of the snack items producers

 Sylhet
Rich Finest Golden
Brac
Food Harvest
Regular Samusa 71 -  29
Alu Porota 37 35 28
Ruti Chapati 31 -  69
Beef Shingara 29 15 56
Chicken Single Bite Samusa 28 31 42
French Fries 27 49 24
Single Bite Shingara 24 45 31
Beef Samusa 24 44 31
Alu Puri 23 20 57
Chicken Shingara 10 40 50
Chicken Samusa - 27 73
Mutton Samusa  - 84 16
Vegetable Samusa  - 22 78
Chicken Spring Role  - 26 74
Vegetable Spring Role  - 53 47
Vegetable Shingara  - 39 61
Ponir Samusa  - -  100
Dal Puri  - 77 23
Porota  - 53 47
Pottato Chop  - 100 - 

Figures in % 36
Aftab is the best performing brand
in Dhaka and Chittagong because
of their good reputation and fresh
products, followed by Golden
Harvest in Dhaka and Ctg. Aftab
lags behind Golden Harvest and
Rich food in Sylhet.

37
Although, maximum number of people could not remember any brand on the top of
their mind, regular buyers mentions Aftab in most cases, followed by Golden Harvest
in TOM awareness.
Which brand name comes to your mind first?
(Base – 500) 52

17
10 10 6 5

Total Ever Regular TOM

 
Awareness used  Brand 
Aftab
Base - Buyer of further
processed chicken 
175 175 175 Golden Harvest
6 14 32
Brac
Aftab    74 46 38
Rich Finish Food 
Golden Harvest    53 35 (D) 24 13
Brac   57 26 18 CP Food Product  
Rich Finest Food    39 21 14 14 21 None
CP Food Product     25 10 7
Base - Buyers of further processed chicken: 175
Significant at .05 level

Figures in % 38
Aftab is the best performing brand in Dhaka and Chittagong followed by Golden
Harvest and Brac. However, in Sylhet Golden Harvest is the top performing brand
followed by Rich Finest Food and then Aftab.

Regular Use Brand by Center

44
41
38 39

26 25
24
21
19 19
18 16
14 13 12 13
11
7

Total Dhaka Chittagong Sylhet

Brac Aftab Rich Finish Food Golden Harvest

CP Food Product

Significant at .05 level

Figures in % 39
More than one-third of further processed chicken items buyers buy ‘Aftab’ food
products, which is higher than other brands.
The main reason for availing Aftab good taste.

Why do you use your most frequent brand instead of other available brands in the market? Any other
reason? Any other reason?

Rich Finest Golden CP

  Total Brac Aftab
Food Harvest Food Product
Taste is good 74 77 70 79 76 75
Availability 22 13 26 21 19 42
Good quality product 21 23 18 21 24 25
Price is okay 14 3 14 29 10 25
Remains fresh/ intact 14 29 8 13 12 17
Reliable company 12 13 8 25 12 8
Nutritious 6 6 8 4 7 0
Known company 6 13 5 0 5 8
Children like to eat 6 3 3 13 7 8
Available in clean and fresh 4 6 0 8 7 0
condition
No specific reason 5 3 5 8 5 0
Base - Regular buyers of
further processed chicken 175 31 66 24 42 12

Significant at .05 level

Figures in % 40
Few past users of Aftab switched to a different brand because they did not like the
taste and quality. Unavailability was another strong reason for past users of Aftab.
Which brand of packed further processed chicken items did you use to buy before your
current frequently bought brand?
  Regular Brand
Rich CP
Golden
Previously used Total Brac Aftab Finest Food
brand  Food
Harvest
Product
Note: About
(A) (B) (C) (D) (E) (F) three- fourth of
Brac 8 0 8 13 12 8
regular
Aftab 4 13 0 4 2 8 consumers
Rich finest food 6 3 5 0 12 17
Golden Harvest 9 6 8 33 (A) 0 0
came from the
CP food product 2 0 3 4 2 0 group of non-
None 71 77 77 46 71 67
Base - Regular buyers
buyers.
of further processed 175 31 66 24 42 12
chicken
A/B/C/D/E/F values are significant at 5% level of significance

Rich finest Golden CP

Why did you stop buying ­
Total Brac Aftab food Harvest food
________brand  
product
Taste is not good 65 71 43 55 73 75
Quality standard is not good 20 14 43 0 20 50
Could not have been available fresh 18 21 14 9 27 0
Not easily/ not everywhere available 14 14 29 9 13 0
Not reliable company 10 7 0 18 13 0
Price is higher 8 0 0 27 7 0
Foul smell/ smell is not good 2 0 0 9 0 0
Base - Regular buyers of further
51 14 7 11 15 4
processed chicken 41
Therefore, in order to build new customers, Aftab needs to focus on potential
customers by offering freshness, good taste and availability of their products.
CP Food Product and Rich Finest Food are easily available brands compared to other
brands.

Now looking at this card – SHOW CARD. For each company I am showing here, please indicate if you agree or disagree
with each of the statement ... let’s start with … [Top Box – people saying agree completely]
Total
  Rich
  Golden CP Food
Brac Aftab Finest
Harvest Product
Food
  (A) (B) (C) (D) (E)
Very well known company 56 52 49 54 61
Good taste 10 19A 20A 20A 27A
Good quality 9 15 15 17 22A
Fresh 6 8 11 15A 12
Nutritious 6 7 13 11 14
Acceptable price 2 10A 11A 9A 9A
Trustworthy company 14 18 22 18 19
Easily available 18 26 32A 24 38A
Base- People who are aware 270 327 122 171 115
A/B/C/D/E/F values are significant at 5% level of significance

Figures in % 42
 Children (aged 4-14 years) are the
main influencers and consumers of
further processed chicken
products because of good taste.
Chicken nugget is the most popular
item, which is preferred to take for
Tiffin in most instances.

43
Children (aged 4 -14 years) influences most to purchase further processed
chicken who are also the major consumers, whereas household wives are the
purchaser.
Age of influencers is similar across SEC A and B group.
87
80 How old is/ are the influencer?
Base - Regular buyers of further
50 55 175
processed chicken
34
4 -14 years 63
13
4 4 15 - 24 years 35

Son - daugh- Wife Husband Others 25 - 34 years 41

ter 35 - 44 years 45
Whose preference influences the type of further processed 45 - 54 years 27
chicken products being purchased?
55+ years 14
Who is usually the buyer?

91
85
67
Who in your family
consumes further
processed chicken items?

Children Household Household Others Figures

44 in %
head female head male
Further processed chicken products are mainly taken as evening snacks and for
tiffin . Chicken Nugget is the most popular item among children aged 4-14 years
old.

When are further processed chicken items consumed?

Chicken
Chicken Chicken Chicken Chicken
  Total Burger
Nuggets Kebab Tandoori Sausage
Pattie
As evening
91 90 94 100 83 80
snacks
For lunch at
school 52 53 63 50 50 20
(Tiffin)
During
11 13 6 0 0 20
breakfast
During
8 6 19 0 0 40
dinner
During
6 0 13 0 17 20
lunch
Base –
Influences
110 62 16 6 6 5
in 4-14 age
group

Significant at .05 level Only top 5 products

are shown here!!

Figures in % 45
Aftab can supply further processed
chicken products in small pack size
to build new customers. Lower
pack size could be 125 gm. Aftab
can also improve the quality their
packet.

46
 Almost one-third of the further processed chicken products consumers like Aftab’s
packet most.
The main reasons for likes are the aesthetic matters and the strength of the
packaging.

Which company’s packet do you like most?

E
29

21 22
19

6
3 Why do you say _______ company’s packet is your favorite ?

Brac Aftab Rich Golden CP food None Rich CP

finish Harvest product Golden
  Total Brac Aftab Finest Food
food Harvest
Food Product
(A) (B) (C ) (D) (E) Design of packet is beautiful 56 47 51 64 64 64
Color of packet is nice 49 58 45 45 54 36
Base- 175 (People who are buyer of further processed
chicken items Packet is strong 32 28 35 30 41 9
A/B/C/D/E values are significant at 5% level of Expiry date is printed on the
7 3 10 6 5 18
significance package
Airtight package 5 3 6 9 3 0
Others 1 0 2 0 3 0

Base - Those favor specific

170 28 65 24 41 4712
companies
Around three –fourth buyers and non-buyers are willing to purchase smaller packets
than what is available in the market.

While the 500 gm pack size is the most appealing, 125gm and 250 gm size packets
are also wanted by many.

Would you be willing to purchase smaller packets

than what is available in the market?

No
;
27

Ye
s;
73 Which pack size available in the market are you willing to purchase
most often?
Buyer of further
  Total
processed chicken
125 gm 27 28
Base- All respondents: 500 150 gm 0 1
250 gm 30 31
340 gm 5 5
500 gm 36 34
1 Kg 1 2
Base - 500 175

Figures in % 48
 Chicken Nuggets is the best
selling further processed
chicken product, with the
highest market share in terms
of volume.

49
 Chicken Nugget carries more that half market share of further processed chicken
products followed by Chicken Burger Patties and Crispy chicken drumstick

Market Share Percentage of the different further processed

chicken items

Products Dhaka Chittagong Sylhet Total

Chicken Nuggets 51 53 70 51.8

Chicken Burger Pattie 11 13 11 10.9
Crispy Chicken Drumstick 10 15 4 10.0
Chicken Tandoori Nuggets 9 4 2 8.2
Chicken Shami Kebab 8 3 1 7.7
Chicken Mini Nuggets 8 4 6 7.5
Crispy Chicken Wings 3 8 6 3.2
Crispy Chicken Thighs 0 1 0 0.4
Fish Nuggets 0 0 0 0.3
Figures in %

Please note the following:

1) All brands do not produce all the products in the above list
2) Stores may not carry every single chicken items of each brand
Therefore, accurate estimate of brand wise market share could not be calculated for each
products in the above list.
50
Overall, departmental store is the most used point of purchase for further processed
chicken products followed by Agora and Swapno.
Good taste and easy to serve are the main intention to buy further processed chicken
products.

Where do you usually buy packed chicken

from?

De-
Oth part
Mee ers men
na 16 tal
Baz % Stor
ar e
11 26
% %
Shw Ago
apn ra
o 24
23 %
%

Figures in % 51
Demand is the main reason to sell a particular brand followed by quality.

Why do you sell ______ brand of packed further processed chicken items? Any other reason? Any other reason?
Rich
Golden
Total Brac Aftab Finest Others
Harvest
  Food
  (A) (B) (C) (D) (E) (F)
Demand for this company is quite high 65 63 74 74 63 78
Quality of food is good 39 44 49 41 45 67
Available on credit 31 41 36 29 31 22
Known company 31 59 A D 40 33 39 44
Replaces if date found expired 26 52 A C 30 32 33 22
Cheaper price 25 44 34 26 28 89 C D E
Different kinds of tasty foods available 19 22 17 23 19 0
Company's representative regularly checks whether food quali 18 11 11 12 18 11
Gives more profit 18 15 19 17 19 44
Fascinating/ beautiful packet 17 26 26 20 15 11
Available timely as per requirement 16 4 11 13 16 33
If found spoiled, takes same back 14 26 13 17 18 0
Remains fresh/ intact 14 30 26 19 13 11
Freezer has been provided from the company 10 15 13 9 15 11
Different sizes should be available (large, medium, small) 4 7 6 4 4 0
From very beginning selling this company's packaged foods 2 0 2 3 1 0
This company's representatives are well behaved 2 4 2 0 1 0
Can pay off bills through cheques 1 4 2 1 1 0
Base - Those sell further process chicken items 99 27 47 69 67 9

A/B/C/D/E/F values are significant at 5% level of significance

Figures in % 52
 Retailers expect companies to provide them with more monetary benefits such as
more commission, provision of more profit, etc. Moreover, they also expect freezer/
refrigerator. Aftab could supply freezer so that the stores could carry Aftab’s
products in huge volume.
What benefits do you expect from ____company? Anything else?
Anything else?

AFTAB Would you be willing to buy products from a new

Total Dhaka Ctg Sylhet company supplying processed chicken/ further
Should give more profit 36 29 47 50 processed chicken items, if they provide you with
refrigerator?
Should increase commission on sales 28 36 18 0
Company should provide freezer 26 18 35 50 Total Dhaka Ctg Sylhet
Should give credit facility 23 36 0 50 (A) (B) (C) (D)
Supply needs to be made as per demand 17 11 18 100
Yes 68 50 93 (A B) 100
Should quickly replace expired products 13 11 6 100
Need to produce different types of new tasty
No 32 (C ) 50 (C ) 7 0
13 7 18 50
foods Base - All
Bonus should be given if sales made as per target 9 11 0 50 Respondent 100 60 27 13
Others 17 7 29 50 s
A/B/C/D values are significant at 5% level of significance
Nothing mentioned 32 21 53 0
Base - Those sell further process chicken items 47 28 17 2

Figures in % 53
Additionally, in order to attract more consumers, Aftab needs to advertise their
products more to remind and/ or make people aware of their brand.

In your opinion, what should the

companies do to attract new buyers of
packed processed chicken?

Total
Should give advertisement 81
Price should be reduced 31
Tasty food should be made 22
Should carry out free sampling 19
Should make packets of different size 11
Manufacturing and expiry dates should
8
be printed on packet with large fonts
Others 16

Base - Those sell further process

99
chicken items

Figures in %

54
Fridge is usually bought by the
retailers themselves.
Regrettably, these fridges are
switched off during power
failure which could be a big
concern for storing processed
chicken and further processed
chicken items.

55
More than half of the stores bought their refrigerators by themselves for storing
products and they store processed chicken and further processed chicken items and
milk/ ice-cream altogether.

Did you yourself buy the refrigerator for storing Do you store processed chicken/ further processed chicken
processed chicken/ further processed chicken with milk/ ice cream or separately?
77
Total Dhaka Ctg Sylhet
57 57
48 44 With milk/ ice cream 60 62 52 69
32 28 Separate 40 38 48 31
23
11 15
7 Base - All Respondents 100 60 27 13

Total Dhaka Chittagong Sylhet

Purchased by self
Supplied by the manufacturing/ marketing companies
Both

Base – All respondents (100)

Figures in % 56
Although, fridge remains switched on during the night, regrettably, fridge
remains switched of when there is power failure. In a country where outlets face
load shading multiple times during a day, this could be harmful for frozen
products, especially for packed processed chicken.

Is the fridge/ refrigerator switched on

during the night? How does the refrigerator work when there is power failure?
1 2
Total Dhaka Ctg Sylhet
With the support of generator 18 17 19 23
99 98 100 100
With the support of IPS 1 2 0 0
Refrigerator remains switched
81 82 81 77
off
Total Dhaka Chittagong Sylhet
Base - All Respondents 100 60 27 13
Yes No

Base – All respondents (100)

Figures in % 57
It seems that visibility of Aftab products for both processed chicken and further
processed chicken is satisfactory.

How well are the processed chicken/ further processed chicken items visible from where they are
stored?

Aftab (Processed Chicken) Aftab (Further Processed

  Chicken)
   
Total Dhaka Ctg Sylhet Total Dhaka Ctg Sylhet
 
Well visible 57 50 50 100 Well visible 55 43 71 100
Somewhat visible 14 50 0 0 Somewhat visible 19 18 24 0
Not much visible 14 0 25 0
Not much visible 4 7 0 0
Not at all well
14 0 25 0 Not at all well
visible 21 32 6 0
visible
Base 7 2 4 1 Base 47 28 17 2

Figures in % 58
 Agenda

Background

Detailed Analysis
- Overall Market Scenario of processed and
further processed chicken
-Potential of the Chicken Products

Conclusion and Recommendation

Appendix

59
 Agenda

Background

Detailed Analysis
- Overall Market Scenario of processed and
further processed chicken
-Potential of the Chicken Products

Conclusion and Recommendation

Appendix

60
Most consumers buy chicken once a month.

How often do you buy packed processed chicken? (Ref. Q5)

  Current brand
Total Aftab Shawpna Agora Others
  (A) (B) (C) (D) (E)
Once every 2/3 days 2 6 3 0 0
Once every 4/5 days 3 0 6 0 3
Once a week 22 6 23 24 27
Once every 15 days 27 38 19 24 30
Once a month 35 44 32 41 30
Once every three months 12 6 16 12 11
Base - Processed chicken
users 101 16 31 17 37

A/B/C values are significant at 5% level of significance

Figures in % 61
 Cold Chain
Management

62
 Items carried in the fridge/ refrigerator

What items do you carry in the fridge/ refrigerator of your store?

All Dhaka Chittagong Sylhet
  (A) (B) (C) (D)
Cold Drinks 100 100 100 100
Energy Drinks 100 100 100 100
Ice Cream 77 (D) 90 100 0 Do you keep all kinds of products (ice cream, milk, cold
Liquid Milk 76 70 80 100 drinks, etc.) together in the refrigerator?
Juice 70 55 100 100 All Dhaka Chittagong Sylhet
Yogurt 40 35 100 0   (A) (B) (C) (D)
Whey 20 30 0 0 Keep all together 50 40 60 80
Roshmalai 10 0 60 (A) 0 Keep separate 50 60 40 20
Cake 3 5 0 0 Base- All
Respondents 30 20 5 5
Base - All
Respondents 30 20 5 5

What products do you keep together in the refrigerator?

  Cold Energy Liquid
Yogourt Ice Cream Juice Whey Cake Roshmalai
Drinks Drinks Milk
Cold Drinks 100 100 100 100 100 100 100 100 100
Energy Drinks 100 100 100 100 100 100 100 100 100
Yogurt 40 40 100 48 38 38 20 100 100
Ice Cream 77 77 92 100 71 71 80 100 100
Liquid Milk 70 70 67 65 100 57 80 0 33
Juice 70 70 67 65 57 100 40 100 100
Whey 17 17 8 17 19 10 100 0 0
Cake 3 3 8 4 0 5 0 100 0
Roshmalai 10 10 25 13 5 14 0 0 100
Base-All Respondents 30 30 12 23 21 21 5 1 3
63
 Number of fridge/ refrigerator

How many fridge/ refrigerator do you have in your store?

All Dhaka Chittagong Sylhet
  (A) (B) (C) (D)
2 refrigerators 53 60 60 20
1 refrigertor 30 25 0 80 (A B)
3 refrigerators 13 10 40 0
4 refrigerators 3 5 0 0
Average 1.90 1.95 2.40 (D) 1.20
Base - All Respondents 30 20 5 5

Did you yourself buy the fridge/refrigerator or were these supplied by the
manufacturing/ marketing companies?
All Dhaka Chittagong Sylhet
  (A) (B) (C) (D)
Both 53 (D) 60 80 0
Purchased by self 40 30 20 100 (A)
Supplied by the manufacturing/ marketing companies 7 10 0 0
Base - All Respondents 30 20 5 5

If both then how many were supplied by the manufacturing/ marketing companies?
All Dhaka Chittagong
  (A) (B) (C)
1 refrigertor 88 92 75
2 refrigerators 13 8 25
Average 1.13 1.08 1.25
Base - Those both purchased and
received from company 16 12 4
64
 Power Supply

Would you be willing to buy products of a company which will provide

you with fridge/ refrigerator?
All Dhaka Chittagong Sylhet
  (A) (B) (C) (D)
Yes 67 50 100 (B) 100
No 33 50 (C ) 0 0
Base - All Respondents 30 20 5 5

How does the fridge/ refrigerator work when there is power

failure?
All Dhaka Chittagong Sylhet
  (A) (B) (C) (D)
Fridge/ Refrigerator
remains switched off 100 100 100 100
Base - All Respondents 30 20 5 5

Is the fridge/ refrigerator switched on during the night?

All Dhaka Chittagong Sylhet
  (A) (B) (C) (D)
Yes 83 (D) 100 (C ) 100 (D) 0
No 17 0 0 100 (A B C)
Base - All Respondents 30 20 5 5

65