Assignment – Marketing Plan

Submitted to
Zakia Binte Jamal
Senior Lecturer

Submitted By
Shahrier Mansib – 2220722
Maesha Khanam – 2230183
Kaiser Jahan Anika – 1921228
Fahia Tasmin Anisha – 2130326
Nusrat Jahan Lubna – 2130345

Course Code: MKT201 Section : 02

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Letter of Transmittal

17 April 2023
Zakia Binte Jamal
Senior Lecturer, Department of Marketing
School of Business and Entrepreneurship (SBE)
Independent University, Bangladesh (IUB)

Subject: Submission of Marketing Plan

Sir,
With due respect, we would prefer to submit our Term Paper (Marketing Plan) as a mandatory
Requirement for Principles of Marketing. The instructions and strategies, we have used during
The procedures were very effective and useful for our marketing plan. We have worked a
Renowned milk brand ‘StarShip’ tried our best to put forward the
Marketing strategies and other essential information.
Therefore, we sincerely hope that our Marketing Plan would meet to your respective
Requirements. We also want to thank you for the opportunity and the guidance you provided.
Sincerely,
Shahrier Mansib – 2220722
Maesha Khanam – 2230183
Kaiser Jahan Anika – 1921228
Fahia Tasmin Anisha – 2130326
Nusrat Jahan Lubna – 2130345

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Table of Content Page
1. Executive Summary ------------------------------------------------------------------- 4
2. Company Profile ------------------------------------------------------------------- 5
3. Current Market Situation ------------------------------------------------------------- 6
4. Market description --------------------------------------------------------------------- 11
5. Assessments of 4Ps -------------------------------------------------------------------- 11
6. Competitive Review ------------------------------------------------------------------- 12
7. Objective & Issues --------------------------------------------------------------------- 12
8. Marketing Strategy --------------------------------------------------------------------- 14
9. References ------------------------------------------------------------------------------- 19
10. Contribution Table --------------------------------------------------------------------- 20

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Executive Summary –
Abul Khair Group, one of the leading conglomerates of Bangladesh, started its journey as a
tobacco marketing company back in 1953. With headquarter based in the commercial capital of
the country, Chittagong, the group has now flourished into a multi-business portfolio with fast
moving consumer goods, steel, cement, ceramics, marble, shipping and trading business.
Consumer goods division of Abul Khair Group or commonly known as AKCGD started its
journey in 1994 when Star Ship Condensed Milk was first introduced. Star Ship Condensed Milk
still continues to lead the market with dominant market share.

But recently starship launched its 2 new flavored milks that caught the attention of the
consumers. Previously they had Chocolate Favoured Milk & Mango Flavored milk. And now
they came up with 2 new flavors. Pesta milk flavor and caramel milk flavor.

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Company Profile –
In 1998, Star Ship Mango Drink was launched under the beverage category. The product line has
been gradually extended to Star Ship Chocolate Milk, SHAAD Litchi Drinks and SHAAD
Orange Drinks and recently launched MARKS Chocolate Milk UHT and MARKS Mango Milk
UHT.

Brand Introduction Chronology

1993: Condensed Milk (Star Ship Condensed Milk)

1996: Powder Milk (Star Ship Full Cream Milk Powder)
1997: Powder Milk (MARKS Full Cream Milk Powder)
2002: Beverage (STARSHIP Mango Drink) (STARSHIP Chocolate Milk)
2004: Tea (SEYLON Tea)
2004: Snacks (SHAAD Kurmure Chanachur)
2012: Candy (Kids Candy)

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Except for milk starship is a multiproduct brand that sells many products and has a loyal
customers base. All the products are in a dominating state is the market.

Current Market Situation – We are domination the market with these - 1993:
Condensed Milk (Star Ship Condensed Milk) ,1996: Powder Milk (Star Ship Full Cream Milk
Powder) ,1997: Powder Milk (MARKS Full Cream Milk Powder) ,2002: Beverage (STARSHIP
Mango Drink) (STARSHIP Chocolate Milk) ,2004: Tea (SEYLON Tea) ,2004: Snacks (SHAAD
Kurmure Chanachur) ,2012: Candy (Kids Candy). With these products we are been able to
compete with the other brands and able to maintain a good profile in the market

.Market Description: Our company StarShip has an appropriate monitoring by which

we organize and support from Promotional and Public Relations activities. All of our products
are mainly marketed from major cities to rural cities of the country for the customers through an
established marketing network by the retail agencies and wholesaling distributors.

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Target Market- The starship brand has their own dairy sector. has become a pioneer. we
serve more than 50 million clients in Bangladesh with our quality product. Currently we
launched 2 different flavors of our beverage milk in the market and the consumers are loving it
very much. Our Target Market is Concentrated Marketing because we focus on the
consumers who needs or wants to have a refreshing drink in the hot summer. By this strategy we
can market more effectively by fine tuning products, prices, programs to the need of carefully
selected segments. Also, we can target efficiently and serve our consumer in the best and most
profitable way.

Assessment of 4ps ( StarShip ) : The Marketing mix is a set of four decisions need
that taken before launching any new product. These variables are also known as the 4 Ps of
marketing. The marketing mix consists of-

 Product
 Price
 Place
 Promotion

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The principles of the marketing mix are controllable elements that must be properly handled in
order to satisfy the requirements of the identified target audience. These mixs components are
interconnected and need to work well together.

Product – The quality, design, packaging everything has international quality standards. So,
the product of StarShip Dairy is satisfying for the consumers. Now we have total 4 different
flavors of it. These are the existing products.

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And these will be our new 2 flavours.

Price – In keeping mind of Bangladesh’s economy we brought a perfect size in the market
and this size is available, friendly and the price range is similar to the other products of our
competitors. The price is 30 Taka of our refreshing drinks.

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Place - We have our own spot in the domestic market. Our HEAD OFFICE
D.T. Road Pahartali, Chittagong Bangladesh There are also a office in every district to secure the
delivery of supply in every region of Bangladesh.

Promotion - The promotional and advertising strategy in the StarShip marketing strategy is
as follows: In terms of quality and traditional yet distinct flavors, StarShip has a one-of-a-kind
selling proposition. It makes use of its USP in all of its marketing activities. It has made its
marketing communication in export with its USP.
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Competitive Review: StarShip Dairy is a Dairy and among our many products we are
well-known for our refreshing drink (Flavored Milk). In this product category which is
refreshing flavored milk drink there are many competitors in the market and some of them has
been for a long time.

SL Company Name Competitive Category Product Price Size Comparison

1 Aarong Dairy Direct 30 Taka 250 ml
2 Starship OUR COMANY 30 Taka 250 ml
3 Pran Dairy Direct 30 Taka 250 ml
4 Farm Fresh Direct 35 Taka 300 ml
5 Amul Direct 90 Taka 350 ml
6 Others Indirect 20~40 Taka 200~250 ml

These are the main competitors & they also have a good market share.

The Pie Chart –

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 Market Share

Other Farm Fresh Pran Aarong Milk Vita Starship

[Link]
Xx38Ml0pSHoGpTQ99LAfRk4C7A%3A1681542504311&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiulZP9qav-
AhUxS2wGHVWGBzYQ_AUoAXoECAEQAw&biw=1440&bih=757&dpr=1&fbclid=IwAR18EKxtrH-j3zWNxy6-
Bq6Q6AxfkGznghPTl4G2blY8DTx-srs99euHLaU#imgrc=V72iOltRqw8E2M

Objective & Issues:

Increase Sales
Increment sales of Star Ship current clients are one of the most excellent assets for expanded
income. It is much less demanding to offer a client who is as of now commonplace with our
item, the quality of our item, and the taste of our item. We accept, on the off chance that able to
construct a relationship with our target clients, and in case they consider our item as a
dependable item, at that point those clients will suggest others to utilize our item. We think our
current clients are a awesome resource in giving us with client referrals. In the event that we
know that a client is satisfied and cheerful with our items, we'll inquire the fulfilled clients for
tributes and after that utilize those on our site and in deals emails or pamphlets. We will offer our
clients a month-to-month pack with up-to 50 takas sparing which can turn numerous clients
intrigued towards our item. Advertising our clients, a bit more in item sum in comparison to our
competitor brands.

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Increase Market Share
It takes a lot of time and effort to get loyal and regular clients, which is the reason why so
various B2B businesses depend on referral programs. In a keeping cash consider, referrals were
18 percent more likely to stay with the company and made 16 percent more in benefits. By
getting these sorts of benefits, our thing can increase promote share.

The connection between client engagement and client dependability is a topic of much
discussion. One of the reasons social media has evolved from a support channel to a standard
tool in the majority of showcasing programs is because of this. To maintain its current market
share and convert more contemporary customers into devoted customers, Star Ship must
figure out how to increase engagement and expand showcase share online.

Some of the largest companies in the world are in their current position because they offered
something better than their competitors. Going slowly and steadily doesn't work in this
situation. We need to promote our products before our competitors do.

Position Interesting items and administrations are as it were the primary steps. It too requires
the showcasing group to make unmistakable see, tone of voice and brand personality—as well
as a arrange to communicate our unused position at each opportunity. Star Ship will consider
these steps and trust to pick up an awesome advertise share rate for the long run. The company
has potential to present tall quality enhanced milk at cheaper costs relative to remote items for
individuals who go through health issues. We have presented Pistachio flavored milk,
Strawberry flavoured milk, salted caramel flavoured milk recently together with our old items
which were chocolate milk and mango milk. Also, two of our special chocolate flavoured milk
which is different from regular chocolate milk are Chocolate malt milk and premium chocolate
milk.

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Building Brand Image
Star Ship is as of now a set up brand that needs no introduction. It has been a house hold title
for more than decades. To dispatch our modern item, our essential objective is to obtain the
capability an built up named with exact situating. Our additionally point is we do not get to
contribute intensely for showcasing this item as Star Ship is already a built-up brand over the
nation but we got to keep that in intellect and must be cautious so that our showcasing
endeavours gotten to be productive. Printed promoting, Daily papers have continuously been
an incredible apparatus for any item notice. It can still be a great choice to advance our item in
this advanced/ high-tech period. Tv promoting tremendous number of individuals observe TV in
a customary premise. And to publicize a great, paramount and instructive commercial of our
item can profoundly increment its awareness. Social media publicizing in Facebook, Instagram,
Twitter, YouTube etc. social media stage, our popping up commercials and advertisements may
be a bit bothering but there's moreover a tall chance of getting taken note by the spectators.
Remarketing Campaigns Typically a master methodology for boosting that great brand
mindfulness. Remarketing includes appearing advertisements to clients who gone by our
location, but left before converting. Remarketing advertisements are set all over the net on
locales our clients visit. Before long they'll be seeing our trade all over –on their top choice
blogs, while shopping online, etc. This gives the impression that our company is much bigger
than it truly is. And it's an awesome way to extend your change rate.

Marketing strategy of Star Ship

The marketing mix is a series of four decisions that must be made before to the
introduction of any new product. These variables are often referred to as the four Ps of
marketing.

● Product
● Price

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 ● Place
● promotion

Product strategy
Star Ship launched in Bangladesh 25th December 1995. They began their journey with
condensed milk .Star Ship has been a manufacturing along with drink processing company in
Bangladesh. Mango and chocolate milk are the two main flavours for Starship. Recently they
have added their newly launched flavoures which are Pesta Milk and Caramel Milk. Since this is
a convenience product, buyers typically purchase it frequently, right away, and with little effort
when it comes of similar [Link] water UV (Ultra Violet), natural raspberry, refined
sugar, citric acid, and Vitamin C are all ingredients in Starship Raspberry. Recombined milk,
natural dragon fruit, refined sugar, a stabilizer, and vitamins are all ingredients in this new
flavoured [Link] drink's distinct flavor is the primary reason for its appeal to individuals of all
ages. It has been clinically confirmed to be safe for pregnant women. They make no concessions
when it comes to product hygiene.

Pricing strategy
Due to the new addition of flavoring, the price of flavoring milk starts at 30 tk.. However, they
are offering it for a discount price of 30 Tk only in order to raise interest in their product.
Although the price is low, this does not imply that the quality is compromised. Star ship pricing
is lower than rival brands such as arong milk and several other [Link] have set it as
Market-penetration pricing, which means they set a low beginning price in order to swiftly and
effectively penetrate the market in order to attract a big number of buyers and win market share.

Pran Milk 30 Tk 250 ml

Arong milk 30 Tk 250 ml

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 Starship new flavoured milk 30 Tk 250 ml

Milk contains calcium, phosphorus, potassium, protein, and vitamin K2, which is more
beneficial when compared with juice and soda. White milk and flavored milk both include the
nine essential components that are beneficial to health. Although many variants contain added
sugar, this company offers flavored milk with 65 calories of sugar, which is sufficient for our
daily requirements.

Distributing Strategy-
Since this is a fresh new product on the market, we have to satisfy every demand of the
customer. Considering Star Ship is a firm product, the product is distributed to clients all
throughout the country through indirect marketing channel. Since internet shopping is so
widespread in today's world, we now serve consumers through online distribution so that people
in rural locations can simply buy from us. We may be found on sites such as Daraz, Pathao, and
Food Panda. Except for these places our products can be found in – Meena Bazar , Agora ,
Shopno and etc. Except these our products go through a chain -

Because of its strong chain of distribution StarShip can capture not only the urban area market
but also rural area markets. StarShip distribute its product in the local area and make it available
in the local shops, and Bazar and as people are shopping online nowadays Starship also sells
their product through online platforms like chaldal, food panda and daraz. Through these online
platforms, people in Bangladesh can order their necessary Lifebuoy products from their home.

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Through this distribution system Lifebuoy reaches customers doors and sells their product all
over Bangladesh.

Marketing communication strategies for new flavored milk

Advertising
1. Craft a clear, and concise message that highlights the benefits and special selling points of our
seasoned milk.
2. we can Use eye- catching imagery to punctuate the taste, texture and benefits of seasoned
milk.
3. Choose advertising channels that effectively reach our target followership, similar as
television, digital, and print.
4. Use storytelling techniques to emotionally connect with customers and make our brand more
memorable.
5. Use humor to capture client attention and make brand relish.
6. Include a call to action in your announcement. For illustration, we can call the client to action
by saying effects like' Try it now' or' Visit his website for further information'.

public relations
1. Establish relationships with journalists and media outlets relevant to the brand and its target
audience.
2. Create a press kit with key messaging, product information, and imagery to help journalists
write about the brand.
3. Obtain product reviews from credible publications and influencers to increase credibility and
reach a larger audience.
4. By sharing insights and opinions on relevant industry topics, the brand can be positioned as a
thought leader.
5. Monitor media coverage and respond to any feedback or questions as soon as possible and
professionally.
6. Monitor the impact of public relations efforts on media coverage, website traffic, and sales to
continuously improve.

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Promotion of Sales:
1. Make a clear and compelling offer, such as a discount, to entice customers to try flavored
milk.
2. Choose channels that will reach the target audience effectively, such as in-store promotions or
online coupons.
3. Collaborate with retailers to create eye-catching displays and signage that highlight the
product's benefits and flavors.
4. Hold events and tastings to allow customers to try the product and learn more about its
advantages.
5. Use social media to promote sales promotions and encourage customers to share their product
experiences.
6. Provide referral discounts to existing customers to encourage them to spread the word about
the product.
7. Continuously track sales, website traffic, and customer feedback to determine the impact of
sales promotions.

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Reference –
1. [Link]

2. [Link]
fbclid=IwAR3wpNnLXWZRpeKSWS5zJpX7XJ3_mqzHWdPM6iHYtuN9
OAqqWwQxKhrVXss

3. [Link]
%20bangladesh&sxsrf=APwXEdd-Xx38Ml0pSHoGpTQ99LAfRk4C7A
%3A1681542504311&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiulZP9qav-
AhUxS2wGHVWGBzYQ_AUoAXoECAEQAw&biw=1440&bih=757&dpr=1&fbclid=IwAR3DbRcPUEperuQ_Z8y
MHJq0rXmpHlNlXkrRci3qhDjamiZylAwwclXsYf4#imgrc=V72iOltRqw8E2M

4. Principles Of Marketing ( Global Edition )

Sixteenth Edition
By Philip Kotler & Gary Armstrong

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Contribution -

Shahrier Mansib Current Marketing Situation

Maesha Khanam Objective & Issues
Fahia Tasmin Anisha & Nusrat Jahan Lubna Product , Pricing & Distribution Strategy

Kaiser Jahan Anika Marketing Communication Strategy

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