Marketing Plan for Breakfast Cereal Targeting Dhaka City Dwellers
1. Situation Analysis
a. Customers
Customers buying behavior is influenced by cultural, social, personal and psychological factors. Cultural factors exert the broadest and deepest influence on what a customer is buying.
i. Cultural:
Culture is the fundamental determinant of persons want and behavior. Our target customer is middle income people. In this customer segment people are usually used to having ‘roti’ or ‘Parata’ for breakfast. But consumers are becoming more health conscious and somewhat multi-cultural (in a way consumer’s are trying to adopt other cultures and eating habits) these days and that is where our focus is to emerge our breakfast cereal product with the changing culture.
ii. Social:
In addition to cultural factors, a consumer’s behavior is influenced by such social factors as reference groups, family, and social roles and statuses. In this context, reference groups are family, friends, neighbors and coworkers with whom the person interacts continuously and informally. The most important social factor for our product is the family of orientation (parents and siblings) from where initial consumer habit for breakfast usually develops. Family of procreation (spouse or children) plays a broad role for changing consumer behavior.
iii. Personal:
Occupation & economic circumstances are the major aspects that will have effect on our product. In urban area like Dhaka consumers are too busy working and commuting all day and making own breakfast can be time consuming and cereal product is a great solution for that, specially saving time every morning for working women
iv. Psychological:
It can be a challenge to motivate people to start consuming cereal when they are very much used to traditional breakfast like roti or parata. We have to focus on changing consumer’s perception about cereal with attractive advertising and proving enough information that they need when making the
a. Customers
Customers buying behavior is influenced by cultural, social, personal and psychological factors. Cultural factors exert the broadest and deepest influence on what a customer is buying.
i. Cultural:
Culture is the fundamental determinant of persons want and behavior. Our target customer is middle income people. In this customer segment people are usually used to having ‘roti’ or ‘Parata’ for breakfast. But consumers are becoming more health conscious and somewhat multi-cultural (in a way consumer’s are trying to adopt other cultures and eating habits) these days and that is where our focus is to emerge our breakfast cereal product with the changing culture.
ii. Social:
In addition to cultural factors, a consumer’s behavior is influenced by such social factors as reference groups, family, and social roles and statuses. In this context, reference groups are family, friends, neighbors and coworkers with whom the person interacts continuously and informally. The most important social factor for our product is the family of orientation (parents and siblings) from where initial consumer habit for breakfast usually develops. Family of procreation (spouse or children) plays a broad role for changing consumer behavior.
iii. Personal:
Occupation & economic circumstances are the major aspects that will have effect on our product. In urban area like Dhaka consumers are too busy working and commuting all day and making own breakfast can be time consuming and cereal product is a great solution for that, specially saving time every morning for working women
iv. Psychological:
It can be a challenge to motivate people to start consuming cereal when they are very much used to traditional breakfast like roti or parata. We have to focus on changing consumer’s perception about cereal with attractive advertising and proving enough information that they need when making the