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

1. Marketing Plan for
NakshiCrafts
21” Nakshi kantha backpack

2. Page ii of 18
REPORT
Prepared for
Mr. S.M. Asif-Ur-Rahman
Asst. Professor – Marketing
School of Business and Economics
United International University
Prepared By
Serial numbers: 7, 15, 16, 17, 20, 21
MKT 2320, Section: E
April 23, 2017
United International University

3. Page iii of 18
Group List
Serial Number Student Name Student ID
07 Shagufta Rahman Asha 111151022
15 Farzana Chowdhury Eati 111151299
16 Md. Taiyeb Ahmed Bhuiya 111151349
17 Sharmin Jahan Moni 111151396
20 Ruhama Tabassum 111151446
21 Tanzib Wasif 111151470

4. Page iv of 18
Letter of Transmittal
April 23, 2017
Mr. S.M. Asif-Ur-Rahman
Asst. Professor – Marketing
School of Business and Economics
United International University
Subject: Submission of Term paper.
Dear Sir,
I, on behalf of my group members, pleased to inform you that the term paper “Marketing
Plan for Nakshi katha backpacks and laptop sleeves”, which has been prepared as a
requirement for the completion of the BBA course MKT 2320 (Introduction to Marketing) of
United International University. We are really honored to prepare this paper under your
guidance since it gave us the full knowledge to how to prepare a marketing plan for a
completely new product. We are really grateful for your valuable advices and great co-
operation. We tried our best to accumulate the information for you as comprehensive as
possible and to go deep into the matters and make full use of our capabilities in making the
report meaningful as well, though; there may be some mistakes and shortcomings. We will be
pleased to answer any kind of query you think necessary.
We have put our sincere effort to give this term paper a presentable shape and make it as
informative and precise as possible. We thank you for providing us with this unique
opportunity. If needed, you may contact us by the Email: asha-rahman@hotmail.com.
Sincerely Yours,
Signature:
Shagufta Rahman Asha

5. Table of Contents
REPORT .................................................................................................................................... ii
Group List ..................................................................................................................................iii
Letter of Transmittal ................................................................................................................. iv
Introduction................................................................................................................................7
Product Quality ......................................................................................................................7
Who will be benefitted? .........................................................................................................7
Executive Summary...................................................................................................................9
Current Marketing Situation ....................................................................................................10
Market Description and product benefits.............................................................................10
Product Review ....................................................................................................................10
Competitive Review.............................................................................................................11
Channels and Logistics Review ...........................................................................................11
Strengths, Weaknesses, Opportunities, and Threat Analysis...................................................12
Strengths...............................................................................................................................12
Weaknesses ..........................................................................................................................12
Opportunities........................................................................................................................12
Threats..................................................................................................................................12
Objectives and issues ...............................................................................................................13
First-year Objectives ............................................................................................................13
Issues ....................................................................................................................................13
Marketing Strategy...................................................................................................................14
Market Segmentation ...........................................................................................................14
Market Targeting..................................................................................................................14
Positioning............................................................................................................................14
Product Strategy...................................................................................................................14
Pricing Strategy....................................................................................................................14
Distribution Strategy............................................................................................................15
Marketing Communications Strategy...................................................................................15
Marketing Research..............................................................................................................15
Marketing responsibilities....................................................................................................15
Action Programs ......................................................................................................................16
1st Quarter.............................................................................................................................16

6. Page 6 of 18
2nd Quarter............................................................................................................................16
3rd Quarter ............................................................................................................................16
4th Quarter.............................................................................................................................16
Budgets.....................................................................................................................................17
Controls....................................................................................................................................18

7. Page 7 of 18
Introduction
This section takes you inside the sample marketing plan for NakshiCrafts, a hypothetical
start-up company based in Dhaka, Bangladesh. The company’s first product is 21” Nakshi
katha backpack. NakshiCrafts will be competing with VIP, Tiroll, Dubyao and other well
established companies. This annotation explains more about what each section of the plan
contains and why.
Product Quality
Will be made of Polyurethane coated Nylon, Kodra Nylon, or other Nylon fabrics ensuring
waterproofing inside and outward frontside will be made of Nakshi kantha embroidered quilt
natural or synthetic fabric sprayed with waterproofing materials such as rubber, polyvinyl
chloride (PVC), polyurethane (PU), silicone elastomeric, fluoropolymers wax after
manufacturing.
Who will be benefitted?
Our young and enthusiastic generation is currently going with a fashion sense that mostly
upholds the westernized trend. Renowned backpack companies like Herschel Supply,
JanSports, Adidas and many others are making a modernized fashion trend among the
backpack lovers with stylish designs, safety and security. We may uphold our century’s old
Bengali art tradition “Nakshi katha” mixing it with colorful and modernized art and design in
the backpacks along with safety and security. By this the fashion industry may come to know
more about the charm of this Bengali art. And this will ensure more job opportunities for our
rural women.

8. Page 8 of 18

9. Page 9 of 18
Executive Summary
NakshiCrafts is preparing to launch a 21 inch Nakshi Kantha backpack, in a mature
market for bags. Our product offers a competitively unique combination of design, color
scheme and advanced feature of waterproofing and water resistance at a value-added price.
We are targeting specific segment in the consumer and business market, taking advantage of
opportunities indicated by higher demand of durable backpacks that holds new style, fashion
and create a trend in a budgeted price.
The primary market objective is to achieve first year sale of 900 units of 21” Nakshi kantha
backpacks and 3600 units of backpacks and laptop sleeves in total. The primary financial
objectives are: (1) to achieve first-year sales revenue of 13, 50,000tk from 21” Nakshi kantha
backpacks (2) to keep first year losses less than 1, 35,000tk on 21” Nakshi kantha backpacks
and (3) to break even early in the product’s third quarter.

10. Page 10 of 18
Current Marketing Situation
Nakshi kantha backpack is the first innovative idea by five young modern college students
who have both ideas about the trendy and fashionable bag market and century old tradition of
Nakshi kantha which they will combine into this single product and they are about to enter
the developed bag market and will launch the products within next four months. Survey
results already showed that, our highly enthusiastic young generation will give this new kind
of backpack a warm welcome in their lifestyle.
Competition is therefore more intense even as demand flattens, there are a lot of companies
which are dominating the bag market with their existing products and in the mean time they
are launching new products with new features every year. We are hoping to capture at least
10 percent of the existing market of young generation in first quarter.
Market Description and product benefits
Nakshi kantha backpack’s market consists of consumers and business users who prefer to use
either back pack or laptop bag for carrying staffs and laptops. Specific segments being
targeted during the first year include students, service holders and young entrepreneurs and
others.
Target Segments Customer Need Corresponding Benefit
Students Books, Carrying laptop Unique design, style and durability
Artists Documents, Carrying laptop Unique design and durability
Entrepreneurs Documents, Carrying laptop Unique design and durability
Others Files, Cloths, Laptop Unique design, space and durability
Buyers can choose products between size, color and design which will be available within
next four months in the market. Our bags are unique because of the unique design, color and
the raw materials which will be used to make these products. Our products are also
waterproof which is very demanding because now is the season of rain and people want to
use bags which will protect their important documents and devices.
Product Review
Our product offers the following standard features:
 These bags will be made of Polyurethane nylon, Kodra nylon
 Products will be in different sizes
 Products will be in different colors
 Products will be in unique design which will be first time in our country
 Products will be waterproof
 Products will be available in reasonable price
 Products will be available in major cities

11. Page 11 of 18
Competitive Review
The emergence of reasonable priced bags has increased competitive pressure. Competition
from existing Bag Company such as Tiroll and Dubyao is dominating the market with their
products both in back pack and laptop categories. Key competitors include:
VIP: The market leader for year in the bag industry but has some lack in laptop bag industry
though this company is still dominating the rural market.
Tiroll: Tirolls one of the dominating company now a day. They have unique design in their
bags with variations of colors. They are providing such a bag which can be used for both
usage like backpack and laptop.
Dubyao: Dubyao is also the leading bag brand. They also provide the same products like
Tiroll does.
Other: There are also other competition brands like Wilson, Nike, Adidas and many other
local brands which are available in every market.
Channels and Logistics Review
NakshiBag-branded products will be distributed through a network of retailers in 50 outlets in
Dhaka and Chittagong. Among the most important channel partners being contracted are:
Bag outlets: There are lots of outlets who are only selling bags item. We will be contracting
approximately 40 outlets from those and supply them our finished products.
Super shops: We will also supply approximately 10 super shops our products so that we can
also capture the VIP customers from there. There are several super shops in our country. We
will only be focusing “Agora”, “Shwapno” “MeenaBazar””Almas”.

12. Page 12 of 18
Strengths, Weaknesses, Opportunities, and Threat Analysis
Our product existence in the future is depending on its strengths, weakness, opportunities and
threats analysis.
Strengths
 Innovative product in the market.
 Strong distribution channel.
 This product is stylish and fashionable.
 The product is user friendly and durable.
 Price of the product is reasonable.
 The product is waterproof.
Weaknesses
 Production cost is high.
 Input materials are not always available.
 Not an established brand.
 Not suitable for all kind of people.
Opportunities
 It might have a chance to get subsidies by government to import.
 It will create job opportunities for our rural women.
 It will uphold Bengali tradition and culture.
 Market demand for this kind of product is increasing.
Threats
 There are chances of copying the idea by competitors.
 Uncertainty of launching a new product.
 Price war with competitors.
 Consumers’ tastes may change in the future.

13. Page 13 of 18
Objectives and issues
Our objective is quite aggressive but achievable at the same time. Our overall objective is to
capture the maximum market share by setting lower price. We believe that a higher sales
volume will lead to lower unit costs and higher long-run profit.
First-year Objectives
In the first year, we are aiming to sell 2700 units of backpack and 900 units of laptop sleeves.
The following table shows our expected sales for the 1st year.
Nakshi kantha backpacks
Expected sales
(Per quarter)
21 “ Backpack 17 “ Backpack 23 “ Backpack
1st Quarter 150 150 150
2nd Quarter 210 210 210
3rd Quarter 240 240 240
4th Quarter 300 300 300
Nakshi kantha laptop sleeves
Expected sales
(Per quarter)
11 “ Laptop
sleeve
13 “ Laptop
sleeve
15”-15.6 “
Laptop sleeve
17” Laptop
sleeve
3rd Quarter 100 100 100 100
4th Quarter 125 125 125 125
Issues
After launching our product, our main issue is the ability to create a well-established brand
name. To create brand value, we must invest properly in marketing. We also have to maintain
a good relationship with customers. We also must response to customer’s feedback and build
a suitable distribution channel. With proper planning by the top management, we hope to
overcome this issue.

14. Page 14 of 18
Marketing Strategy
Market Segmentation
Our market segmentation will be based on characteristics and psychology of customers who
are fully focused on accepting something new, trendy and fashionable. Market segmentation
will also target the customers who prefer quality over expense. Thus our first market segment
will be the young enthusiastic generation especially school, college and university going
students. Than our second market segment will be the architects, writers, artists and people
connected to culture and tradition of this country who love to accept century old traditions of
Bangladesh and who wants to uphold it.
Market Targeting
At first our target market would be only the young generation of this country who are always
in search of something new and fashionable and trendy along with something that does not
sound or looks cheap but goes well with their budget. As we are planning to cut down our
first quarter cost increasing the sales volume so that we can produce and sell more products
without increasing the price.
Positioning
Our motto for our first product, 21 inch Nakshi kantha backpack will be “Bringing some
colors in your everyday life doesn’t cost much.” Our backpack differentiates from all other
backpacks in the market in case of product beauty. Our backpack will represent some
beautiful color segments within which the Nakshi kantha stitches will bring some extra spark.
This backpack guarantees color quality, water resistance, durability only in a budgeted price.
Product Strategy
The 21” Nakshi kantha backpack is made of Polyurethane nylon for ensuring water proofing
for inside compartments and after manufacturing totally, the product is than sprayed with
water resistance coating which consists mix of rubber, wax etc which ensures water
resistance for outside colorful Nakshi kantha patterns. This 21 inch backpack will be offered
in three different color segments and patterns. This backpack will be sold with 1 year product
and service warranty. We will introduce more durable, more featured backpack 23” Nakshi
kantha duffle bag in the following year. Building the Nakshi kantha backpack trend is an
integral part of our product strategy.
Pricing Strategy
We have maintained market penetration pricing strategy for our product pricing. The 21”
Nakshi kantha backpack will be introduced at a wholesale price of 1499tk and an estimated
retail price of 1799 tk. We expect to lower the price of this 21” backpacks along with some
price deduction in other two sizes (expanding the product line) when we will introduce 23”
duffle bag in the following year to be priced at 2200tk wholesale price. These prices reflect a
strategy of (1) attracting desirable channel partners (2) attracting new target markets (3)
holding on the existing customers (4) taking share from the competitors.

15. Page 15 of 18
DistributionStrategy
Our channel strategy is to use intensive distribution selling through as many as outlets
possible, so that the consumers encounter the product virtually everywhere they go:
supermarkets, bag outlets, super shops like Agora, MeenaBazar, Almas and alike. We will
also sell this product through virtual retailers: websites such as ekhanei.com, Bagdoom.com,
daraz.com.bd, Priyoshop.com, shoppersbd.com etc. During the first quarter we will add some
channel member until we cover all major markets in Dhaka and then we will go for
connecting with distribution channels outside of Dhaka to cover up other cities too.
Marketing Communications Strategy
By integrating all messages in all media like print, TV, radio, online, official website and
other social media websites. We will reinforce our first concept of Nakshi backpack in
peoples mind and also the main points of product differentiation. The media and timing to
reach prospects before and during product introduction will be chosen appropriately. Our
media partners will help us to co-ordinate public relations efforts to build the product brand
and support the differentiation message. Until the Nakshi kantha backpack brand has been
established, we will encourage purchases through channel partners rather than from our
website.
Marketing Research
Using research, we are identifying the specific benefits that our target market segments value.
Feedback from market tests, survey, focus groups and product reviews from our official
website will help us develop our product day by day. We are also measuring customer needs
about our product through our online website message. Quality awareness survey will help us
to improve our quality more. Finally, we will use customer satisfaction studies to our website
and field research.
Marketing responsibilities
Taiyeb Ahmed
(managing all
marketing activities)
Shagufta Rahman
(Advertising and
Promotion)
Tanzib Wasif
(Advertising Analyst)
Sharmin Jahan
(PromotionAnalyst)
Farzana Chowdhury
(Sales)
Ruhama Tabassum
(Sales)

16. Page 16 of 18
Action Programs
The “Nakshi kantha backpack” will be introduced in June. Following are summaries of the
action programs we use during the 4 quarter of the year to achieve our stated objectives.
1st Quarter
At first, we will launch our backpack only a single size (21”) with different design. We
promote our backpack to focus on online media like; Facebook.com, daraz.com.bd,
kaymu.com.bd. Etc. In the last month of 1st quarter we introduce two more size on backpack
(17”, 23”) with same design. And after all we’ll promote these three different shapes
backpack at the major supermall and super shop banner to make our product known to
customers.
2nd Quarter
We will start an integrated print/radio campaign. The campaign will show how much our
product different with other and how much trendy our product. This multimedia campaign
will be supported by point-of-sale signage. In the last of the quarter we will also use TV
advertisement for our backpack.
3rd Quarter
At the beginning of the 3rd quarter we will intro our another new product “Laptops/Macbook
sleeve” different size (11”, 13”, 15”-15.6” and 17” ) and different design. And also we will
open a customer website where they can tell us their opinion/feedback about the product. If
they have any kinds of questions about our product related they will be able to ask us freely.
We will answer their question within 24 hours.
4th Quarter
Finally all the Print/Radio/TV campaign will add a new tag line for our products. We will
tally and analyze the results of customer satisfaction surveys for use in future promotions and
to provide feedback for product and marketing activities.

17. Page 17 of 18
Budgets
Total first year sales revenue for the 21” backpack is projected at 1,350,000tk with an
average whole sale price of 1,499tk per unit and a variable cost of 300tk per unit for unit
sales volume of 900. We anticipate a first year loss of up to 135,000tk on the 21” backpack.
Break-even calculations indicate that the 21”backpack will be profitable after the sales
volume exceeds 375 units, early in the product’s third quarter. Our break-even analysis of 21”
backpack assumes per-unit wholesale revenue of 1,499tk per unit, variable cost of 300tk per
unit, and established first year fixed costs of 450,000tk. Based on these assumptions, the
break-even calculation is:
450,000
1,499 - 300
= 375 units.

18. Page 18 of 18
Controls
Basically controlling is standard of comparison for checking the results of a survey or
experiment. To get business running, the first thing we need to do is get customer
satisfaction. So we are having a tight control measure to meet our standard and customer
satisfaction. This will enable us to react quickly in correcting any problem that may occur.
 As we are following market-penetration pricing strategy, that means that we already
have a huge amount o rivals. So we are very conscious about the average quality and
standard price.
 We will be controlling our distributing channels also. So that we can ensure the
availability and safety of the product.
 We are very careful about our customer satisfactions. So we contact them directly by
a comment section in our website from which we will be getting the requirement and
feedbacks from our customers.
 We ensure them that the product is durable and easy to carry. We also ensure that they
are waterproof.
 We control the promotion channels as well to ensure that people know about the
product.
 To get the satisfaction of customers we give them one year product warranty.
 We are serving our product within the Dhaka region first to estimate the demand and
response of the product rather than distributing all over the country.