Rainbow Pasta Marketing Plan

Md. Rasel Chowdhury. ID-120104492Tania Akter. ID-120104509

Executive Summary

Rainbow Pasta will be the leading pasta product in Bangladesh,or with a rapidly developing consumer brand and growing customer base.  Ranibow Pasta will invent the pasta experience for individuals, families, and take out customers with discretionary income by selling high quality, innovative products at a reasonable price, designing tasteful, convenient locations, and providing industry-benchmark customer service. 

About Rainbow PastaFeatures

Reasonable and acceptable pricingNutriasAvailable in different sizesStandardized and attractive packingEasy to cockMini Spices Pack

Situation AnalysisRainbow Pasta is entering the first year of

operation. The product has been well received, and

marketing is now critical to its continued success and future profitability.

The marketing environment for Rainbow Pasta represents overwhelming opportunities.

Market Research and AnalysisThe total market size of the Pasta and

Noodles industry is about 20 millionPeople are nowadays very much concerned

about the market

Target MarketHouseholdTeenagersUrban Areas

Target Market ForecastPotential Customer

Growth Rate 2013 2014

Household 50% 1000 1500

Teenagers 45% 1000 1450

Urban Areas 55% 2000 3100

Total   4000 6050

Market NeedsSelectionAccessibilityCustomer serviceCompetitive pricing

CompetitorsColoson MacaroniMaggiCocolaPrince PastaFu WangSajeeb Instant NoodlesDe BolesMami

Strategies against competitorsTo compete with the major competitors we

can adopt the following measures:Providing the best service to create high

customer satisfactionReasonable and acceptable pricingPromising and providing top quality product

Company ObjectivesExpand production facility without

compromising product quality.Establish strong sales in the city's major

supermarket chains.Maintain tight control of cost and operation

during expansion.

MissionQualityValueIntegrity

PositioningThe product will have the freshest

ingredients.The product will also be developed to enhance presentation, everything will be aesthetically pleasing. We are willing to provide high quality food at low cost so that middle class people can taste our pasta.

Break even pointBreak-even AnalysisFixes Price: 15000Variable: 20Selling Price: 30

Breakeven Analysis

Breakeven Units 1500

Revenue to Breakeven 45000

Total variable Cost 30000

Fixed Cost 15000

Sales Forecast

Sales 2013(2000) 2014(2690)

Total sales 60000 80700

Cost of sales(FC+VC) 55000 68800

Marketin MixProduct

Product variety: Fresh Pasta Egg Pasta Chicken, Vegetable, tomato Pasta Dried Pasta

Quality: Rainbow Pasta uses wheat flour & fresh vegetable extracts. The Pasta flour is rich in quality.

Packaging: Packaging is done using a strong plastic that is does not leak pasta contents.

PriceList Price: Rainbow pasta list price will be 50

taka. Discounts: There is no discount of Rainbow

PastaPayment Period: Consumer has to pay the

pasta price instantly when they purchase from the sellers.

PlaceTransport: Consumer can purchase our

product from the next shop.Distribution Channel: In the initial stage, we

will distribute the products with our sole distribution channel.

PromotionAdvertising: We initially will give more

emphasis on paper ads, magazine, banner ads, and website.

Personal selling Public relations

ControlThe purpose of Rainbow Pasta marketing

Plan is to serve as a guide for the organization. The following areas will be monitored to measure performance.

RevenueExpensesCustomer satisfactionHow mush product sales in the market

SWOT Analysis

Strength: High customer loyalty Manufacturing Efficiency Manufacturing Efficiency Excellent staff who are highly trained and

very attentive customer

Weaknesses

Rainbow pasta name lacks brand equity. A limited marketing budget to develop brand

awareness. New product: because it is unknown to the

customer, Customer little knows about our product.

Opportunities

Large marketHigh DemandMight have a chance to get subsidies by Govt.

to export.

Threats

Employees StrikeChanging customer baseTechnological AdvancesNew distribution ChannelsHigh competition in future by copying the

idea

Critical IssueRainbow pasta is a new product so it is

difficult for us to capture the target market.Customer unaware about our productWe may be face some losses in the first year

of operationIt may be difficult for us to get the customer

satisfaction. It may be happen that are budget not adjust

to the expense.