The Evolution of Management Thought

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University of Dhaka
Assignment on
Marketing Plan of Cristal Drinking Water
STALLIONS-BD LTD.
Principles of Marketing
Course Code: EIB 507

Supervisor:
Prof. Dr. Mr. Md. Kamal Uddin
Course Instructor
MBA (Evening Program)
Department of International Business
Faculty of Business Studies
University of Dhaka

Supervisor:
Prof. Dr. Mr. Md. Kamal Uddin
Course Instructor
MBA (Evening Program)
Department of International Business
Faculty of Business Studies
University of Dhaka

Prepared By:
A N M Khairul Alam
ID No – 80129006
Fall 2012
MBA (Evening Program)
Department of International Business
Faculty of Business Studies
University of Dhaka
Prepared By:
A N M Khairul Alam
ID No – 80129006
Fall 2012
MBA (Evening Program)
Department of International Business
Faculty of Business Studies
University of Dhaka

Date of Submission: 11th November, 2012
CONTENT

Executive Summary-------------------------------------page 4-6

Company profile
Board of directors

Market Situation Analysis-----------------------------page 7-16

Major industry players in Bangladesh
Market summary
Target market
SWOT analysis
Possible Major Competitors
Product offerings
Product content

Marketing strategy--------------------------------------page 17-28

Branding
Target market
Market Positioning
Strategies
For consumer
For distribution channels
Awareness by
Market Research

Financials--------------------------------------------------page 29-30

Financial objective
Packaging and Pricing

Executive Summary
In this report we are writing about a consumer product which is natural mineral water branded by the name of “CRISTAL Drinking water; introduced by STALLIONS-BD, the company originally formed as agro based industry, later moved toward trading consumer products and now we are going to established itself as bottled drinking water manufacturing company in Bangladesh. Here in this report we are going to analysis the current market situation including market summary, major industry players of bottled water manufacturing/supplying companies, target market analysis which are consumer & business market, SWOT analysis of the company which shows the strength, weakness, opportunities and threats created by others, the possible competitors of our product, content of the product mainly the ingredients, marketing strategies include target market, market positioning, strategies including promotional activities, market capturing formulas, maintaining relationship with our business partners and consumers and to hold the market share and how we will expand it and finally the financial analysis which includes sales forecast, expense forecast, breakeven analysis, and control process of the organization.

Company profile:
STALLIONS-BD was formed in 1994 as a agro based industry for international and domestic market, later it went into trading of consumer products like chips, vegetable bottled water, spices, sauce, jam, jelly and other related cooking ingredients. The company’s turnover is well maintained by its board of directors. In year 2011 the new board of directors decided to manufacture it sown branded bottled drinking water, the company wants to launch its first bottled drinking water in between mid of 2012.The bottled drinking water would be the first product of this manufacturing unit, later on it will move toward other beverages like soft drinks and energy drinks. Currently the company is focusing on its bottled drinking water manufacturing unit. Consumer item was not the main focus when the original company was formed but now with growing market demand of bottled drinking water and for having a good trading experience, the company decided this strategy to manufacture its own branded bottled drinking water. Name of Organization: STALLIONS-BD AGRO Limited Brand: CRISTAL Drinking water Product: Bottled drinking water Year of establishment: December 1st 2011 Estimated project budget: taka...
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