Course ID: MKT-201
Section: 08
Course Name: Principles of Marketing
Submitted to: Mr.Syed Imamuzzaman
Date:
Topic: Marketing plan for ‘’BASUNDHARA WET TISSUE’’
Submitted by:
Group-8
1) Rifat Al Jubayer- 2221961
2) Murshida Akter Jessi- 2021125
3) Afsara Rahman- 2110172
4) Tanvir Ahmed Khan- 2222488
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Letter of Submission
Dear Sir,
We are writing to submit our report ‘’Marketing Plan for Basundhara wet tissue’’ as part of
the requirements for MKT-201. This report aims all the marketing terms and conditions
relavant
Throughout the process of conducting research and writing this report, we have invested
significant time, effort and dedication to ensure that the content presented is accurate
,thorough and insightful. We have consulted a variety of credible sources, analyzed data and
synthesized information to provide a comprehensive understanding of the topic at hand.
We are confident that the report meets the requirements and expectations set forth for this
project. We believe it contributes significantly to the body of the knowledge on the topic and
we hope it will be useful to readers who are interested in this field.
Thank you for your guidance and support throughout the duration of the project.
Sincerely,
Rifat Al Jubayer
Murshida Akter Jessi
Afsara Rahman
Tanvir Ahmed Khan
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Executive Summary
The following report talks about the marketing strategies that we will implement for our
product which is Basundhara wet tissue. We have talked about the 4p’s of marketing in which
we tried to clarify each and every segment. We have also showed the overall costing of our
product. We also tried to show the marketing strategies that may be implemented to boost our
product sales.
We also discussed about all the problems we have to face during the marketing process and
how we will solve them. We also talked about our competitors, and how we will compete in
the market for market share and satisfy consumer demand.
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Table of Content:
Executive Summary………………………………………………3
Background…………………..…………………………………. 5
Company Overview……………………………………………….5
Industry analysis…………………………………………………..8
Target Market……………………………………………………10
Industry and societal factors effecting customer base…………….6
Marketing strategy……………………………………………..11
Country Similarity Theory………………………………………..10
Leontief Paradox…………………………………………………12
Classical Trade theory……………………………………………13
New Trade Theory………………………………………………..15
The Heckscher –Ohlin Theory…………………………………….17
External economies of scale……………………………………….18
Gravity Model……………………………………………………….19
References…………………………………………………………….23
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Background:
One of Bangladesh's most prestigious and successful commercial and industrial
conglomerates is Bashundhara Group. After East West Property Development (Pvt.) was
established, the Group began to grow.A real estate company that went by the name
"Bashundhara" and was the company's first venture in this industry.
Staying up with fast practical and mechanical changes followed by the strategy of
Globalization, Bashundhara Group includes extended their business exercises inside a brief
timeframe and have had the option to arise as an advertiser of worldwide norm of business
houses and modern undertakings established on the standards of designing and monetary
respectability with a gathering of exceptionally able specialized work force and experts. By
effectively utilizing resources, making use of raw materials, producing and marketing highquality goods at the most competitive prices, and creating employment opportunities,
Bashundhara Group has been actively contributing to the global and national economies ever
since its inception. Bashundhara currently has fourteen important, highly regarded
commercial and technologically superior businesses that are highly specialized in the real
estate, industrial, and commercial sectors. The businesses that make up the Bashundhara
Group's total assets have a current value of around Tk. 15 billion, or approximately $300
million US dollars. The company generates approximately Tk in total revenue.
16000,000,000, which is equivalent to 325,000,000 USD. At the moment, the group's various
businesses employ 8100 people. In addition, Bashundhara has provided over 30,000
individuals with employment opportunities through its multidirectional economic activities.
The connections to employment and improved quality of life are immediate. Bashundhara
contributes to the generation of income by providing employment opportunities to a large
number of people. This, in turn, helps to improve people's quality of life in terms of nutrition,
literacy, standard of living, and physical and social environment.
"Bashundhara" was founded in 1987 and initially focused on real estate development before
expanding into manufacturing in later years. The difficulties faced in the provision of civic
amenities and urban housing have never been greater. With regards to fast populace
development in metropolitan Dhaka, Bashundhara extended itself to cover new limits and
answer actually to long haul needs of the mammoth city people. We learned real-world
lessons from previous experiences and made new progress in partnership and innovation.
As we started a new way of doing business and expanded our scope to include
manufacturing and the provision of services, a new scenario emerged. Through careful
selection of new investments, we expanded. With several businesses engaged in a wide range
of manufacturing activities, Bashundhara is now a leader in a number of fields. The Group’s
interests are right now participated in the assembling of many items, for example, - concrete,
all mixes of tissue paper, newsprint, mash, and duplex board, different sorts of paper and
united items, MS bars, LP gas, gas chambers, GI pipes, pavers, empty blocks, among others.
In addition, Bashundhara is a pioneer in the marketing and bottling of LP gas. Bashundhara
has just finished building the largest shopping mall and recreation center in South Asia,
which is in the heart of Dhaka, the capital of Bangladesh. By the turn of the century,
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Bashundhara had grown into a "Group of Companies" with more than 14 different businesses
and is now the country's largest business conglomerate. We fully comprehend and appreciate
the scope of our corporate social responsibility, which requires our organization to work
toward improving the standard of living for the general public. They have been in the
business-world for around sixteen years. They have made significant progress. They don't
endeavor to be the market chief for brilliance - yet their target being at the pinnacle to the
extent that quality and evaluating go. The majority of our products have passed modern
quality testing and are ISO certified. I can assure you that Bashundhara will work hard to
emphasize the need to develop new objectives and improve the quality of our services and
products.
Company Overview:
Corporate Mission:
Bashundhara Group (BG) is a main private-area modern combination in Bangladesh. It
presently has 14 on-going worries, going from land advancement and the executives to
assembling and administrations. The BG strives to collaborate with the government to
promote sustainable development, environmental preservation, the creation of jobs, and the
reduction of poverty. The BG focuses particularly on commercial ventures, urban housing,
and recreation facilities. As a result, the group's motto is "For the People, for the Country."
The need to maintain environmental stability is at the heart of every industrial process used
by the Group's businesses. This project proved to be extremely successful and had
contributed to the development of urban residents' trust and confidence in "Bashundhara."
The landmark success of Bashundhara was led by Dhaka's growing population and
conspicuously slow housing growth. Bashundhara prepared to invest in new industries, such
as manufacturing and trading, motivated by the repercussions of this success. At the
beginning of the 1990s, additional businesses were established that covered a wide range of
activities, including, among others, the production of cement, paper and pulp, tissue paper,
steel, lpg bottling and distribution, and a trading company. In less than ten years, all of this
had occurred. Additional real estate and land development programs were launched during
this time, with a greater emphasis on improving customer service. Over 3500 people are
employed by the group at the moment.
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
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Motto: For the people, for the country
Vision: To become a household name and the top contributor in the country
Goals and objectives:
Basundhara group has made significant progress toward achieving these objectives by
listening to client requirements, applying what it has learned from previous projects,
inventing, and working together. Bashundhara has made significant contributions to the
stability of the economy in financial and capital markets through significant investments.
Change, adaptability, and fostering closer ties with the government, the city corporation, and
our clients are the common threads that run through all of the group's activities. The fact that
the majority of its projects have been successful is sufficient justification for having
confidence in the group's future.
Business Portfolio:
Year of Inception: 1987
Company type: Private Limited
HQ address: Bashundhara Residential area
Road-2 Block-A
Dhaka Bangladesh-1229
Website:www.basundharagroup.com
Chairman:Ahmed Akbar Sobhan
Products and services:
Through forward and backward integration, the enterprises of Bashundhara Group have
encouraged development of various industrial and commercial units in the country. With its
expertise in different fields and extensive human resources, Bashundhara has undertaken
various projects:
Meghna Cement Mills Ltd
Bashundhara Paper Mills Ltd
Freyschmidt Tissue Limited
Shahjalal Newsprint Industries Ltd
Union Lp Gas Limited
Bashundhara Steel Complex Ltd
Bashundhara Industrial Complex
East West Property Development
Bashundhara City Development
Crystal Property Development
Bashundhara Import Export Ltd
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Bashundhara Trading Company Ltd
Bashundhara Cement Trading Ltd
Bashundhara Paper Trading
Bashundhara Steel Trading
Bashundhara Gas Distribution
Bashundhara Enterprise
Why Basundhara wet tissue?
Cleaner, fresher, and convenient! As lifestyles become increasingly demanding consumers
are willing to integrate almost any product which offers these qualities in their daily routines.
Starting from the household cleaning segment to personal care and cosmetics, disposable
wiping products claiming convenience, ease-of-use and cleanliness, have become a booming
business in recent years.The global wet wipes market size was valued at USD 21.5 billion in
2021 and is expected to expand at a compound annual growth rate (CAGR) of 3.6% from
2022 to 2030..
So, we have decided to choose Basundhara wet tissue.
Industry Analysis:
Swot Analysis:
SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is one of many types of
analyses that can shed light on potential problems and areas of opportunity for a new product
or business. Before launching a new company, division, or product, the executive team of any
tissue manufacturer is required to conduct this kind of analysis, which may assist in deciding
whether or not to go in this new direction. There are two parts to the SWOT analysis: one for
the company's internal operations and one for its external operations. The internal parts are
the Strength and Weakness, while the external parts are the Opportunities and Threats. These
examinations simply try us a view for out or off limits.
Strength:
Strengths are characteristics specific to a company, product, or division. Having a key
scientist on our team with an unique skill set or knowledge that will help our new product
succeed is one example of a strength.
The following are the products' strengths:
1.
We have sufficient technological expertise.
2.
Our current organization is perhaps of the best driving brand in the country.
3.
We provide the best product currently available on the market.
4.
Management is led by employees with more experience and expertise
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5.
We have a strong distribution channel that makes it easier to get products from the
manufacturer to customers.
Weaknesses:
Contrarily, weaknesses include not having a patent or relying on discoveries that have not
been patented, not having a clear manufacturing process or significant process issues, and not
having talent specific to the field you are moving toward.
The weakness points are mentioned below1.
As it is a new product, it will be tough to gain market share
2.
We have to bear huge promotional cost for the wet tissue
Opportunities:
An increase in the disease group ( Pollution related diseases)that our new product is expected
to treat, the opening of a new global market that the product can serve, or a new federal grant
to help pay for your new drug or treatment are examples of opportunities. A strategy for
utilizing opportunities should be developed once they have been identified.
The following are our opportunities:
1.
It's a fantastic chance to market our wet tissue nationally and internationally.
2. We can make use of our enormous population.
3.
Customers' desire to try new products may have an impact on our sales as a result of
their changing behavior.
Threats:
New regulations that would make it difficult to obtain approval, negative press generated by
any preannouncements of what we are working on, or a loss of any kind of funding for the
project are all potential threats.
The following are the points of threat:
1. Our sells might diminish in the time of late fall and winter.
2.
In the event that we can go to the rural area it will stable our sell as well as creation.
3.
Competitors from abroad.
Competitor analysis:
In strategic management and marketing, competitor analysis is a look at the strengths and
weaknesses of current and potential rivals. This investigation gives both a hostile and
cautious key setting through which to distinguish open doors and dangers. In support of
efficient and effective strategy formulation, implementation, monitoring, and adjustment,
competitor profiling brings together all relevant sources of competitor analysis into a single
framework. There are currently and potential competitors for us.
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Additionally, there are some foreign rivals.
and additional potential rivals include:
a) Bangla tissue
b) Fay tissue
c) Fresh tissue
We hope to win the majority of the wet tissue market by offering a product of superior
quality to our rivals.
Target Market:
Despite our mass-marketing strategy, our ideal customers are typically those who spend the
majority of their time away from home. As a result, we want to sell to students and working
people. Our product is affordable enough for anyone of any income level to purchase it. The
majority of the year, Bangladesh experiences extremely hot and humid weather. As a result,
most people sweat naturally during the day. In the heat, our product, "Bashundhara Perfumed
Wet Tissue," can provide them with significant relief. For instance, if someone is stuck in a
traffic jam, our scrumptious, perfumed wet tissue can make their experience much more
pleasant. Restaurants are another target audience. Individuals, in the wake of having a decent
dinner can partake in the time by the smell of our wet tissue. Huge corporate workplaces and
other large organizations is our significant objective. At the point when the authorities feel
fatigue of their work, they can dispose of the weariness and increment their consideration
level to work by taking reward from our perfumed wet tissue.
The wet tissue's potential for use in medicine is our primary focus. Therefore, we wish to
cover this sector as well. Our target market also includes women who care about their
appearance. We'll be bringing a baby product.
The majority of people like a sweet scent, a touch of softness, and color to keep them always
fresh. Because our products come in a wide range of flavors, including lavender, lemon,
strawberry, and orange, As a result, we hope that "Bashundhara Wet Tissue" will be able to
please both our actual and potential customers.
Industry and societal factors affecting our customer base:
The marketing environment is essential for developing and maintaining successful
relationships with target customers. We may be impacted by certain microenvironments close
to our business. such as customers, markets, competitors, suppliers, marketing intermediaries,
and publics. Primarily, suppliers and marketing intermediaries can have a significant impact
on our customers because, if they do not support our industry, they will be a major factor.
Other variable is public, as it is new item publics should accompany us.
Our clients may be impacted by demographic, economic, natural, technological, political, or
cultural forces or other macro-environmental societal trends. Here, primarily technological
considerations include the possibility that our customers will be impacted if we are unable to
produce the best products and opportunities.
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Marketing Strategy:
Objective:
To educate our target audience about our product's features, benefits, and competitive
advantage, resulting in a 20% increase in annual sales.
Mission statement:
For the smart, healthy person who wants to feel fresh. Bashundhara perfumed wet tissue is a
wet tissue that will keep you feeling fresh whenever and wherever you use it.
Product positioning:
Bangladesh's leading manufacturer group is Bashundhara. Its brand has a higher value than
any other manufacturer in the area. The paper tissue we already have is widely distributed.
We will make use of this benefit of its extensive distribution channel. which will give us an
advantage over our current and potential rivals in the market.
We hope that because Bashundhara is a well-known manufacturing brand, customers will
continue to have faith in us and favor our product.
Marketing Mix:
Product:
We have categorized our products accordingly. We have discussed the product details below:
1)
2)
3)
4)
5)
6)
7)
For Women:
Name: Ocean fresh, Deep free, mist, strawberry mist
Packing specifications: 1pcs/pack, 2 pcs/pack, Packaging specifications: 60 packs/carton
Main ingredients: Non-woven cotton High-quality spun lace, distilled water, chlorhexidine,
plants cleaning elements.
They can be divided four fragnance types: Wet wipes for disinfecting, wet wipes for skin
cleaning, refresh mint wet wipes and Ocean series wet wipes.
Suitable for daily use for Women.
These wet wipes can be used on the face and all over the body for highly absorbent to water
and oil
Finest quality & competitive price
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For Men:
Name: Anchor red
2) Packing specifications: 1pcs/pack, 2 pcs/pack, Packaging specifications: 50 packs/carton
3) Main ingredients: Non-woven rayon High-quality spunlace, distilled water, chlorhexidine,
plants cleaning elements, aloe extraction, pure natural coconut oil extract- bionic
phospholipids.
4) Products characteristics: We will use high-quality spunlace and steriled automatic
packaging techniques to produce the wipes. CE is rich in the refined formula.
The products can clean skin, moist, and aren't stimulus and oily to the skin. They are silky
dry and the cleaning functions are better. This kind of wipes is suitable to men with more
exercise and sweat. The aroma can eliminates unpleasant odor and make you confidence and
happy.
5) These new wet wipes can be used on the face and all over the body for highly absorbent to
water and oil.
6) Strictly sterilized, safe and comfortable.
7) Finest quality & competitive price.
For babies:
1) Name: Spidey
2) Main ingredients: Non-woven cotton High-quality spun lace, distilled water, plants
cleaning elements
3) Suitable for daily use for babies
For medical purposes:
Name: Germfree
2)
3)
Packing specifications: 1pcs/pack
Main ingredients: Non-woven cotton High-quality spunlace, distilled water, plants cleaning
elements, liquid germ cleaner.
4)
Lavender flavored
5)
Specialized for medical use only
Multipurpose:
1. Name: Travelmate
2. Using high-quality spun lance nonwoven fabric, specific line design, soft as cotton
with considerate.
3. Be rich in cherry extract and APG green decontamination, which is used for skin
cleaning while moistening skin.
4. Delicate fragrance or faint scent, moderate and anti-irritation
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Price:
Based on our production costs, we are determining the price of our product. We want to
quickly take over the entire market because we only have one other competitor. We simply
set the price at that rate and add a markup to our total costs. A wet tissue pack with two
pieces will have a maximum retail price of 6 tk. Our product will be priced lower than those
of our current rivals. We will price this product based on costs.
The pricing structure for each wallet pack of Bashundhara Wet Tissue, which includes
wallet packs are as follows:
Unit Cost:
Variable Cost + Fixed Cost/Expected Unit Sales
= 2 + 7000000/2500000
= 4.8/Markup: We will add 20% markup to the sales. After adding markup price to the unit cost of
these product will reach six taka per wallet pack.
Markup Price: Unit Cost/ (1-0.20)
= 4.8/0.80
= 6 /However, the pot of baby wipes contains approximately 80 wet tissues. Compared to the
wallet pack, packaging costs a lot more. With significant quality, we will try to lead in cost.
We will set prices for differentiated products for this reason. We have separated two sorts of
child wipes. The prices and packaging of the product is different.
Unit cost of Spidey:
Variable Cost + Fixed Cost/Expected Unit Sales
= 40 + 8250000/150000
= 95 /Markup: We will add 36.70% markup to the sales. After adding markup price to the unit
cost of these product will reach one-fifty taka per baby wipes pot that means you will
purchase snoopy by 150 taka.
Markup Price: Unit Cost/ (1-0.367)
= 95/0.633
= 150 /-
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Place:
We have a vast distribution network. For various products, we manage various distribution
channels. We will use a lot of marketing for this product because we think wet tissue is like a
convenient product. We will sell it to as many retailers as possible through our authorized
dealers in our target market. With the help of this distribution policy, our product will be
available to everyone in our target market.
Promotion:
Bashundhara works with a product like this, which is necessary for everyday life. Our R&D
team focuses primarily on simplifying the manufacturing process, increasing cost efficiency,
and developing novel products, primarily through reverse engineering. Our product is
promoted through:
Electronic media
Print media
Campaigning
Corporate ad
Electronic media:
Bashundhara is promoting wet tissue through different TV channels, radio, internet etc.
Print Media:
Bashundhara is promoting it through different newspapers, journals, magazines etc.
Campaigning:
Bashundhara is promoting this product through different campaigning so that people can be
aware about various social problems.
Corporate advertise:
Bashundhara is also doing corporate promotion advertisement to increase its corporate image,
brand name, reputation among publics.
During past years, global and local media relations were further extended with targeted
interventions in the local market.
Conclusion:
"We must not only act, but also dream in order to accomplish great things; plan as well as
accept."
As way of life become progressively requesting customers will coordinate practically any
item which offers creative elements. A market opportunity has emerged as a result of our
economy's expansion, particularly in the sanitary industry. We are working hard to make it
possible for people to fulfill their dreams within their means.
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References:
1) Principles of Marketing- Philip Kotler and Gray Armstrong
2) Basundhara group ltd official website
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