April 23, 2017 Trimester:171 Course ID: MKT 2320 Course Title: Introduction to Marketing

1. NakshiCrafts
21" Nakshi kantha backpack
Marketing Plan for

2. Made by:
Shagufta Rahman Asha (07)
Farzana Chowdhury Eati (15)
Md. Taiyeb Ahmed Bhuiya (16)
Sharmin Jahan Moni (17)
Ruhama Tabassum (20)
Tanzib Wasif (21)
Presented by:
Ruhama Tabassum (20)
Shagufta Rahman (07)
Sharmin Jahan Moni (17)
Tanzib Wasif (21)

3. Reasons behind choosing this product
To uphold Bengali culture
To represent the tradition
To save the culture from extinction

4. Product Introduction
Made of Polyurethane coated Nylon, Kodra Nylon, or other Nylon fabrics
Front side made of Nakshi kantha embroidered quilt in natural or synthetic
fabric
Waterproofing after manufacturing
Long-lasting

5. Rural women
Fashion loving young generation
Bengali tradition
Who will be benefitted?

7. Objectives and issues
First-year Objectives
Selling 2700 units of backpack.
Selling 900 units of Laptop sleeves.
Issue
Creating a well established brand name.
Maintaining good relationship with customers.

8. Marketing Strategy
Market segmentation
Market targeting
Positioning
Product Strategy
Pricing Strategy
Distribution Strategy
Marketing Communications
Strategy
Marketing Research
Marketing responsibilities:
Taiyeb Ahmed
( managing all
marketing
activities)
Shagufta
Rahman
(Advertising
and
Promotion)
Tanzib Wasif
(Advertising
Anlyst)
Sharmin Jahan
(Promotion
Analyst)
Farzana
Chowdhury
(Sales)
Ruhama
Tabassum
(Sales)

10. Action Programs
1st quarter
2nd quarter
3rd quarter
4th quarter

11. Budgets and profit projection
First year sales volume for 21” back pack
First year sales revenue for 21” back pack
Unit variable cost
First year loss
Fixed cost
Break even point

12. Strengths, Weaknesses, Opportunities,
and Threat Analysis
Strengths
Innovative product.
Good distribution channel.
Stylish and durable.
Waterproof.
Weaknesses
High production cost.
Unavailability of raw materials.
No brand recognition.
Not suitable for all situation.

13. Strengths, Weaknesses, Opportunities,
and Threat Analysis
Opportunities
Chance to get subsidies.
Job opportunities for rural women.
Uphold Bengali culture.
Increasing market demand.
Threats
Copying idea by competitors.
Uncertainty of new product.
Price war.
Change of consumers taste.

14. Thank you