ACKNOWLEDGEMENT In the name of Almighty ALLAH who has created the whole world. We would like to express our greatfulness to the Almighty for the blessing in this presentation. To make presentation a successful one was not an easy task, in fact it was a challenge for us. We are greatful to all,who contributed in different ways for making our presentation. At first we would like to pay special thanks to the COL for providing the prestigious CEMBA/CEMPA programme;also the executive governing board members of the COL; specially Prof.Dr.M.A. Mannan, honorable Vice-Chencellor of BOU; Prof.Dr. A.T.M. Tofazzel Hossain,Dean – School of Business,BOU and Prof.Dr.Qazi Mohammad Galib Ahsan for giving us the chance for getting admitted to CEMBA/CEMPA programme. We would like to give thanks to our honorable teacher co-ordinator (Marketing) of CEMBA/CEMPA programme Mr.Md.Tarikul Islam for giving us the chance to do the presentation work and also for his valuable supervision and guidance. Thanks to all the teachers that we cannot mention and all the staffs of CEMBA/CEMPA programme. Finally we would like to give thanks to our beloved parents and family members for their sacrifice, continuous support and encouragement. Md.Golam kibria-73 Syed Atiar Rahman-74 Md.Anowar Zahid-76 Md.Mohiuddin Shohag-77 Mohammad Mozammel Huq-79
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ACKNOWLEDGEMENT In the name of Almighty ALLAH who has created the whole world. We would like to express our
greatfulness to the Almighty for the blessing in this presentation.
To make presentation a successful one was not an easy task, in fact it was a challenge for us. We are greatful to all,who contributed in different ways for making our presentation.
At first we would like to pay special thanks to the COL for providing the prestigious CEMBA/CEMPA programme;also the executive governing board members of the COL; specially Prof.Dr.M.A. Mannan, honorable Vice-Chencellor of BOU; Prof.Dr. A.T.M. Tofazzel Hossain,Dean – School of Business,BOU and Prof.Dr.Qazi Mohammad Galib Ahsan for giving us the chance for getting admitted to CEMBA/CEMPA programme.
We would like to give thanks to our honorable teacher co-ordinator (Marketing) of CEMBA/CEMPA programme Mr.Md.Tarikul Islam for giving us the chance to do the presentation work and also for his valuable supervision and guidance.
Thanks to all the teachers that we cannot mention and all the staffs of CEMBA/CEMPA programme.
Finally we would like to give thanks to our beloved parents and family members for their sacrifice, continuous support and encouragement.
LEITRIM FOOD IS THE ONLY IRISH MANUFACTURER OF FRESH PASTA THAT IS SOLD UNDER THE BRAND NAME
‘’CUCINA PASTS’’.DESPITE BEING A VERY SMALL COMPANY,THE FOUNDER DECIDED TO ADOPT A
BRANDING STRATEGY RATHER THAN SUPPLY OWN-LABEL.THE LACK OF COMPETITORS IN THE MARKET ENABLED THE FOUNDER,KIERAN O’DONOHOE TO
ENTER A NICHE MARKET AND BUILD A BRAND LITTLE OR NO ADVERTISING……….
OUR PRESENTATION AT A GLANCE
ATTRIBUTE LEITRIM FOOD’S INITIAL SUCCESSPERFORMED A SWOT ANALYSIS
FORCAST ON LEITRIM FOOD’S FUTURE
LEITRIM FOOD’S INITIAL SUCCESS
ONLY MANUFACTURER OF FRESH PASTA FOR IRISH MARKTELACK OF COMPETITOR, ‘DOLMIO’ IS THE ONLY SUPPLIERLEITRIM FOOD’S MARKETING STRATEGYO’DONOHOE’S EXPERIENCE OVER THE PRODUCTNO LOGISTIC PROBLEM
MARKETING STRATEGY
TARGET CONSUMER (MARKETING SEGMENT)
MARKETING RESEARCH
PRICING1.PROFIT MARGIN
2.SALES AT DIFFERENT PRICES
3.THE RIGHT PRICE
PROMOTION1.ADVERTISING
2.SALES FOR CESELLING
3.SALES PROMOTION
PHYSICAL DISTRIBUTION1.SELECTION OF DISTRIBUTION CHANNELS
2.LOGISTICS OF DISTRIBUTION
(WAREHOUSING,INSURANCE,TRANSPORTATION)
PRODUCT PLANNING1.INTRODUCTION OF NEW PRODUCT
2.IMPROVEMENT OF EXISTING PRODUCT
3.ELIMINATION OF MARGINAL OR NON-PROFITABLE PRODUCTS
4.PACKAGING
5.BRANDING
FIGURE: MARKETING-A BIRD’S EYE VIEW
SOURCE: MARKETING MANAGEMENT ; PAGE NO. 8
TARGET CONSUMER
TARGET CONSUMER(SEGMENTATION)
UNWILLING,NOT ABLE TO PREPARE FOODMAINLY COMPRISED OF YOUNGAFFLUENT PROFESIONAL WITH BUSY LIFE STYLE,WELL-TRAVELLED & EAT ALONE
STAGE IN FAMILY LIFE CYCLE
BUYING OR BEHAVIOR PATTERN
SINGLE STAGEYOUNG,UNMARRIED PEOPLE LIVING AWAY FROM HOME
FEW FINANCIAL BURDENS,SPEND ON RENT,FOOD,VERY BASIC KITCHEN EQUIPMENT AND FURNITURE,RECREATION AND LEISURE TIME ACCOSSORIES SUCH AS STERIO SYSTEM
YOUNG NEWLY MARRIED:NO CHILDERN
BETTER OF FINANCIALLY THAN THEY WILL BE IN NEAR FUTURE,WIFE IS USUALLY WORKING.HIGHEST PURCHASE RATE.SPEND ON FURNITURE,DURABLES SUCH AS REFRIGERATOGS.GAS STOVES,VACATIONS.
FULL NEST I:YOUNGEST CHILD UNDER 6
SPEND MAXIMUM ON HOME PURCHASE.INTERESTED IN NEW PRODUCTS AND INFLUENCED BY ADVERTISING.BUY TV,BABY FOODS,COUFE MEDICINE,TOYS.
FULL NEST II:YOUNGEST CHILD OVER 6
SOME WIVES RETURN TO WORK.BETTER FINANCIAL POSITION,LESS INFLUENCED BY ADVERTISING.BUY LARGE SIZED PACKAGES,VARIOUS KINDS OF FOODS,BICYCLE,EDUCATION,HOUSE PURCHASING
………SO ON
SOURCE: MARKETING MANAGEMENT ; PAGE NO. 142
MARKETING MIX
MARKETINGMIX
PRODUCT
PRICE
PROMOTION
PLACE
BRAND NAME•LEITRIM FOOD'S ARE USING THE BRAND NAME ''CUCINA PASTA'' THAT HAVE THE IMPRESSION OF ITALIAN FLAVOUR
PACKAGING•THE PRODUCT IS VACUUM-PACKED FOR FRESHNESS•THE PACKAGE WAS VIBRANT AND COLOURFUL WITH YELLOW,GREEN AND SCARLET•THE COLOURS OF ITALIAN FLAG IS INCORPORATED CLEVERLY
SERVICE•OFFERED TWO HOME MADE SAUCES PALERMO AND POMODORO
PRODUCT
PRODUCT VARIETY•SEVEN PASTA WITH THREE TAGLITTELESFEATURES•MADE FROM NATUREL INGREADIENTS•ITS SOFT,MOIST AND EASY TO COOK•SHELF LIFE IS 21 TO 28 DAY’S
QUALITY•HIGH QUALITY WITH THE PROPERTY OF ATTRACTIVENESS,IMPRESSION OF FRESHNESS AND THE ASSORTMENT
PRICE
PROMOTION
PROMOTION MIX
ADVERTISING
SALES PROMOTION
PERSONAL
SELLING
PUBLIC RELATIO
N
PLACE
IN STORE TESTINGPRODUCT PRESENTATIONWORD-TO-MOUTH ADVERTISING
MULTI STORES……
QUINNSWORTH
TESCO
SUPERQUINN ROCHES
SUPER VALUE SPAR
L&N PETITTS
MACE LONDIS
SWOT ANALYSIS
Some people claim that Humphrey devised the SWOT analysis technique while working for
the Stanford Research Institute, now known as SRI International.A SWOT analysis, with its four elements
in a 2×2 matrix.
ALBERT S. HUMPHREY
EXTERNAL FACTORS – THE OPPORTUNITIES AND THREATSPRESENTED BY THE ENVIRONMENT EXTERNAL TO THE ORGANIZATION
OPPORTUNITIESLACK OF COMPETITORPRODUCTS HIGH QUALITY WILL FACILITATES CUSTOMRES ATTRACTIONFINDING A COST-EFFECTIVE WAY THEY COULD GIVE A LITTLE SOMETHING BACK TO THE CUSTOMERCOULD SPONSOR MORE TOWN EVENTSCOULD INTRODUCE NEW LINES OF PRODUCTS ON REGUULAR BASISCOULD MAKE AN IMPRESSION LIKE PASTA MEANS ‘’CUCINA PASTA’’OPPORTUNITIES OF EXPORT TO UK & USA
THREATSTESCO A BIG COMPETITOR ENTERED PASTA MARKETPEOPLES DESIRE FOR SAVING MONEYGOVERNMENTS REGULATIONS ON FOOD ITEMECONOMIC SITUATIONTESCO’S BIG RANGE & COMPETATIVE PRICEDOLMIO’S NEXT STRATEGY
SWOT MEANINGSTRENGHT•CHARACTERISTICS OF THE BUSINESS OR PROJECT THAT GIVE IT AN ADVANTAGE OVER OTHERS.
WEAKNESSES•WEAKNESSES CHARACTERISTICS THAT PLACE THE BUSINESS OR PROJECT AT A DISADVANTAGE RELATIVE TO OTHERS
OPPORTUNITIES•OPPORTUNITIESELEMENTS THAT THE PROJECT COULD EXPLOIT TO ITS ADVANTAGE
THREATS• ELEMENTS IN THE ENVIRONMENT THAT COULD CAUSE TROUBLE FOR THE BUSINESS OR PROJECT
WHEN TO USE SWOT AND ITS USEFULNESS
WHEN TO USE SWOTTHE USE OF A SWOT ANALYSIS BY A COMMUNITY ORGANIZATION ARE AS FOLLOWS: TO ORGANIZE INFORMATION, PROVIDE INSIGHT INTO BARRIERS THAT MAY BE PRESENT WHILE ENGAGING INSOCIAL CHANGE PROCESSES, AND IDENTIFY STRENGTHS AVAILABLE THAT CAN BE ACTIVATED TO COUNTERACT THESE BARRIERS.
A SWOT ANALYSIS CAN BE USED TO:
EXPLORE NEW SOLUTIONS TO PROBLEMS IDENTIFY BARRIERS THAT WILL LIMIT GOALS/OBJECTIVES DECIDE ON DIRECTION THAT WILL BE MOST EFFECTIVE REVEAL POSSIBILITIES AND LIMITATIONS FOR CHANGETO REVISE PLANS TO BEST NAVIGATE SYSTEMS, COMMUNITIES, AND ORGANIZATIONSAS A BRAINSTORMING AND RECORDING DEVICE AS A MEANS OF COMMUNICATIONTO ENHANCE “CREDIBILITY OF INTERPRETATION” TO BE UTILIZED IN PRESENTATION TO LEADERS OR KEY SUPPORTERS.
USEFULNESS OF SWOT
The usefulness of SWOT analysis is not limited to profit-seeking organizations. SWOT analysis may be used in any decision-making situation when a desired end-state (objective) is defined. Examples include: non-profit organizations, governmental units, and individuals. SWOT analysis may also be used in pre-crisis planning and preventive crisis management. SWOT analysis may also be used in creating a recommendation during a viability study/survey.
INTERNAL FACTORS – THE STRENGTHS AND WEAKNESSES INTERNAL TO THE ORGANIZATION
STRENGTHSONLY MANUFACTURERNO LOGISTIC PROBLEMSHELF LIFE IS 21 TO 28 DAY’S O’DONOHOE WAS A CHEFPRODUCT’S HIGH QUALITYPASTAS POPULARITYTHEIR TARGET CONSUMERMARKETING STRATEGY
WEAKNESSMAINLY RELIED ON CHAIN-STORENO OWN RETAIL SHOPPRODUCTS SHORT SHELF LIFEHIGH WASTAGE LEVELLACK OF FINANCE FOR ADVERTISEMENTLACK OF DISTRIBUTION CHANNEL
PROSPECT OF LEITRIM FOODS TO ESTIMATE THE FUTURE PROSPECT ,WE WORK ON
SALES FORECASTING A PROPER FORECASTING FOSTER THE MARKETING TEAM TO TAKE PERFECT PLAN TO ATTAIN DESIRED SALESIT DEPENDS ON HISTORICAL DATA RELATED WITH BEHAVIOR OF CUSTOMERS , COMPERATORS AND MARKET ENVIRONMENT, INFORMATION GOT FROM SWOT ANALYSIS .IT CAN BE SHORT TERM OR LONG TERM , DEPENDS ON SALES PLANNINGAS LEITRIM FOODS DO BUSINEEESS WITH ONLY CHAIN SHOPS ,THEY CAN CONDUCT FORCASTING THROUGH SALESFORCE SURVEY, EXECUTIVE JUDGEMENT .FOR MORE ACCURACY , THEY CAN TRY TIME SERIES ANALYSIS FOR SHORT AND MEDIUM TERM FORECASTS, AND THE LIFE-CYCLE ANALYSISMETHOD FOR NEW PRODUCT’S GROWTH.THUS , ESTIMATES OF THE DIFFERENT PRODUCT, PRODUCT LINES, CUSTOMER GROUPS OR GEOGRAPHICAL AREAS ARE THEN AGGREGATED AND REVIEWED IN THE LIGHT OF COMPANY’S OBJECTIVES, AVAILABLE RESOURCES AS WELL AS COMPETITORS ACTIVITIES WHILE FINALISING THE FORECASTS.
SALES FORECASTING
MARKETING MIX STRATEGIES ON PLC
AS WE FOUND THAT LEITRIM FOOD’S MARKET SHARE OF THE FRESH PASTA (CUCINA PASTA)
AT 1997 WAS 40%.MEANS THEY ENTERED FROM GROWTH TO MATURITY STAGE.
STAGE IN LIFE CYCLE PRODUCT PRICING PROMOTION DISTRIBUTION
INTRODUCTION OFFER A BASIC PRODUCT HIGHEST
CREATE AWARENESS OF PRODUCT’S
POTENTIAL,STIMULATE PRIMARY
DEMAND
BUILD SELECTIVE DISTRIBUTION
GROWTHOFFER PRODUCT EXTENSIONS,SERVICE,WARRENTY
HIGH
SELECTIVE ADVERTISING OF BRANDHEAVY
ADVERTISING TO CREATE IMAGE
BUILD INTENSIVE
DISTRIBUTION
MATURITY DIVERSIFY BRAND AND MODELS MODERATE
BUILD AND MAINTAIN
IMAGE.SALES PROMOTION FACILITATE
BUILD MORE INTENSIVE
DISTRIBUTION
DECLINE PHASE OUT WEAK ITEM LOW
PRIMARY DEMAND MAY AGAIN BE CULTIVATED
GO SELECTIVE:PHAS
E OUT UNPROFITABLE
OUTLETS
SOURCE: PRINCIPLES OF MARKETING-KOTLER & ARMSTRONG AND MARKETING MANAGEMENT
HOW WILL FACILITATE SALES PROMOTIONSALES
PROMOTION MEANING OBJECTIVES
PRICE-OFF OFFERS
OFFERING PRODUCT AT LOWER THAN THE NORMAL
PRICE
TO ENCOURAGE IMMEDIATE SALES,ATTARCT NON-USER,INDUCE NEW PRODUCT TRIAL,COUNTER
COMPETATION….ETC
DISCOUNTS OTHER THAN NORMAL TRADE AND CASH DISCOUNTS
TO PUSH MORE SALES TO TRADE,EARLY CASH RECOVERY
TRADE ALLOWANCES
a)TRADE OR BUYING
ALLOWANCE
OEEFR OF PRICE REDUCTION ON OF PURCHASE OF
SPECIFIED QUANTITY OF PRODUCT
TO LOAD THE TRADE
b)BUY-BACK ALLOWANCE
OFFERS A CERTAIN SUM OF MONEY TO TRADE FOR EACH ADDITIONAL UNIT BOUGHT OVER AND ABOVE THE DEAL
TO ENCOURAGE TRADE CO-OPERATION AND STIMULATE
PURCHASE
c)COUNT AND RECOUNT
ALLOWACNE
WHEN A SPECIFIC AMOUNT OF MONEY IS OFFERED AFTER ASCERTAINING THE NUMBER OF UNITS SOLD DURING A
SPECIFIED PERIOD
TO MOVE STOCKS FASTER,REWARD ON SALE ONLY
MANY METHODS OF SALES PROMOTION ARE USED BY
MARKETERS.LEITRIM FOOD’S MAY USE THE FOLLOWING:
SOURCE: MARKETING MANAGEMENT ; PAGE NO. 279-280
PRODUCT DIVERSIFICATION
RELATED DIVERSIFICATION•STARTING MORE LINES OF PASTA
UNRELATED DIVERSIFICATION•STARTING NEW LINES OF NEW PRODUCTS , LIKE- PIZZA,CAKE ETC
AS THE OWNER OF THE FIRM HAS EXPERIENCE IN FLOUR IMPORT AND WAS A CHEF SO HE COULD INTRODUCT BOTH RELATED AND UNRELATED DIVERSIFICATION AS BELOW…
DISTRIBUTION
SOURCE: MARKETING MANAGEMENT ; PAGE NO. 302
RETAILERS
RETAILERS
WHOLESALERS
MANUFACTURER
PERSONAL SELLING
MAIL ORDER OWN RETAIL SHOPS
DEPARTMENTAL STORES AND OTHER RETAIL
OUTLETS
WHOLESALERS AGENTS
CUSTOMER
INDIRECTDIRECT
--AFTER ALL WE CAN SAY --LETRIUM FOOD’S HAS IT’S
EVERY POSSIBILITYTO
MAKE THEMSELVES ASA
LEADING FOOD INDUSTRYIN
IRISH MARKET
BEFORE ENDING
‘‘So it is said that if you know your enemies and know yourself, you can win a hundred battles without a single loss. If you only know yourself, but not your opponent, you may win or may lose. If you know neither yourself nor your enemy, you will always