Market Segmentation
The profile for BD Tomato Sauce customers consists of the following geographic, demographic, and
behavior factors. Please note that it has two target segment customers, Families consumers and
restaurants.
Families:
Geographic:
•The immediate target is the city of Bangladesh.
•Middle-income and upper-income household.
Demographics:
•Singles and families.
•Mostly females and children.
•Have a household income of more than 10,000 Tk per month
Targeting Strategies
 In this section we are discussing about BD Tomato Sauce
strategies of target market by identifying customer’s
needs, designing and positioning of the product to fulfill
the requirements of the customers.
Target Market Forecast:
Potential
Growth
2017
2018
2019
2020
Families
25%
25000
31250
39062
48828
Restaurants
15%
1500
1725
1983
2281
Total
40%
26500
32975
41045
51109
Customers
Competitive review
According to recent statistics, the sauce industry is growing at a
rate of 11% every year. Total worth of the industry is now about
6 billion BDT. Both brand and non-brand sauce manufacturer
exist in the industry. Increased entry of established sauce,
ketchup and pickle food industry has pressured industry
participants to continually add features and cut price.
Here we make selective competitive company’s targeted
consumer and price,
Brand
Pack size Price
Market
Target Consumer
Share
Pran
340 gm
40
20.0%
Middle and upper- income household& also restaurants.
Best
340 gm
50
19.3%
Middle- and upper-income households &foodservice area.
Shezan
300 gm
55
12%
Middle- and upper-income households &foodservice area.
Meridian
285 gm
46
4.7%
Middle-income household.
Heinz
300 gm
49
2.6%
Upper income households& foodservice area.
Ahmed
340 gm
40
13.4%
Middle-income household.
Pran:
The ketchup market is dominated by Pran with its 20% market share with 340gram packed size
which is sold in taka 40. Pran is the bestselling sauce in household. Middle and upper-income
households prefer pran for home consumption. In terms of availability, Pran is available in
most of the store. High numeric distribution of Pran can be seen nationally. It has 250
distributors in all over Bangladesh. Pran is giving highest trade promotion to the retailers. It
offers credit for the retailers for highest selling in the market.
Ahmed:
The local brand Ahmed gains 13.4% market share with its 340-gram packed
size which is sold in taka 40. The middle-income household mostly uses for it in
home consumption
Best:
Best is also the most popular brand in the middle- & upper-income households. It holds
19.3% market share with 340-gram packed size which is sold in taka 50. Best is the
bestselling sauce in foodservice area. In Fast food shop 4gm best sauce is very much
popular. It is giving competitive trade promotion to the retailers
Meridian:
Meridian is used mostly for in home consumption by the middle-income households. It
gains 5% of the total market share. It gives incentive trade promotion for retailers. It offers
1 Sauce free for 1 dozen of sauce purchase for retailers.
Heinz:
Foreign brands Heinz acquire 2.6% share with its 300-gram
packed size which is sold in taka 49. restaurants and upperincome households is the main customer of Heinz.
Product strategy
BD Tomato Sauce is a product of BD Food Limited. This product has 68% sauce
ketchup, 32% chili. It is used standard ingredient like (Sodium 280gm, Energy
27.4Kcal, Iron .26mg, Carbohydrate 6.58g) It is made with great tasteful, healthy
natural. It’s sugar free and ideal for diabetic patience.
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Used by all kinds of people .
Customers need fulfilled by efficiency and quality/
quantity.
Unique and innovative product
Features
Brand Name
Packaging
Promotion strategy
Broachers
Bill Boards
Free Sample Stalls
Print Media (newspapers, magazines)
Electronic Media (television commercial, FM radio)
Web Marketing
Social Networking:
Facebook
§ Creating a community on Facebook
§ Creating a fan page on Facebook
Twitter
§ Creating an active account on a micro-blogging site such as
twitter, where regular tweets on product and event updates will
ensure interactivity
§ Followers will be encouraged to tweet their suggestions on
new flavors.
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Advertising and selling
Sales promotion
Marketing massage
Usage of all kinds of media
Increasing brand awareness