report

Submitted to: Omar Nasif Abdullah

Submitted by: Debangshu Biswas Badhan
(1721555630)
Momtaz Rahman

Section : 17
Date of Submission: 7th May 2018
Contents
Executive summary:

Amber is a tissue manufacturing company that believes that a comfortable experience does not
always have to be a costly one. We are a registered and licensed manufacturing company situated in
Bashundhara residential area, Bangladesh. We cater to domestic clients. We are a company that will
not only deal with the production of dry facial tissue papers for everyday use but also produce wet
facial wipes and fragranced tissues to cater to our home consumers as well as commercial customers
such as hospitals, hotels etc.

We believing in recycling and reusing. A large portion of packaging of our company is made by
recycling goods.

Having effectively studied this market, we are confident that our laid down strategies will enable us
to be able to compete favorably with other facial tissue manufacturing companies in the area and
even around.

Our goal is to be the top facial tissue manufacturing brand of Bangladesh. We will do this by not
only offering the best services but also getting the best equipment.

Knowing how important human resources are to any business, we intend to get the best by not only
hiring those who would be the best fit for the various roles but also those who we know will be able
to project our visions positively internally and externally.

We intend to set the pace for how tissue paper manufacturing companies should be run. Thus we
will constantly upgrade our machinery and provide continuous training to ensure that our staffs get
updated on new technologies and innovations.

We intend to provide excellent customer service to all our customers so as to keep having repeat
businesses with them. We will ensure that we listen closely to their complaints and resolve them in a
timely manner. We will also listen to suggestions and tips that will move our business forward. We
will also keep in touch with our customers and ensure that we keep them informed of new services
and products from our stable.

Over view of the brand

Amber
MOTTO: “Designed for your comfort”

VISION: “To provide people with comfort and satisfaction”

BUSINESS PORTFOLIO:

YEAR OF INCORPORATION: 2018

TYPE OF COMPANY: PRIVATE LIMITED (BANGLADESH)

Corporate office:
Bashundhara R/A
Block C, Road 4, Baridhara
Dhaka, Bangladesh
Fax: 880-2-8401555
Website:

Email: amber@gmail.com

Founders: Momotaz Rahman

Debangshu Biswas Badhan

Market analysis
It is a business where you can make profit in a short while due to the fact that facial tissue is an
essential commodity that is used in everyday affair when the number of suppliers are limited and
demand is high.

In Bangladesh demand for tissue products is more than 4000tons a year, a considerable amount of
which consists of facial tissues. From a five-star hotel to a retail shop in a remote village, hospitals to
restaurants and fast-food shops, local tissue papers are available with a variety ranging from toilet
rolls to tissues with stylish logo, from paper boxes to tiny packs. The industry has turned from almost
nothing into a billion-taka market in the past 20 years and reached a good number of people. The
market size of the local tissue industry is around Tk 120 crore with a 20 percent growth a year.

The demand for facial tissue paper is continually increasing due to the fact that there are few
substitutes for tissue papers and those available aren’t sufficient enough to shift people’s interest to
it.

Competitors
The first basic tissue paper manufacturing factory was set up in Bangladesh in 1995 by
BASHUNDHARA GROUP. Other competitors include –

 Fay
 Bengal
 Bangla
 Sonali
 Fresh
 Personal
 Watson
 ACI
Given the current market scenario, for a new facial tissue product to sustain in the market ,
the products features , the products price and the means of promoting the product has to be
unique in nature to gain a comparative advantage against its competitors .

SWOT Analysis

 Strength

 Offering the best quality product by identifying the current vacuum in the market.
 Our products are unique in the facial tissue market of Bangladesh
 Our packaging’s are designed keeping customer preference as the first priority
 All our products are bio degradable
 We have strong distribution channel which helps to deliver from manufacturer to customers.
 We have excellent customer service.

 Weakness
 A lot of capital has to be spent on promotion as the products are new to the market.
 The tissue production market is one that already has many players like Bashundhara, which
holds a significantly large amount of market share in the facial tissue market.

However, we intend not to allow this deter us as we have strategies in place to ensure we
become a brand to be reckoned with.
  Opportunities
 The changing behaviors of customers will incentivize them to try out new products.
 Nature of product of competitors:
Bashundhara, Bengal, Fay and most other companies provides facial tissue of the same
quality. However, some common problems that these products have are
a. The tissue isn’t durable enough. Tears easily as a result of which it is hard to handle and
use.
b. In the current facial tissue market there are no local producers of moisturizing facial tissue
particularly targeted at women
We have an opportunity to capitalize on these shortcoming.

Threats:
 Already establish tissue manufacturers like Bashundhara, fry, Bengal tissue etc.
 If the geopolitical scenario shifts then the cost of production might increase since Raw
materials have to be imported from foreign countries.

Marketing strategy

Facial tissue is a Fast-moving consumer goods (FMCG) convenience product. Thus, we will adapt the
mass marketing strategy to reach different segments of our target customers.

Mission statement

“to bring comfort at your reach “

Target market:
The use of tissue paper is regarded as hygienic and with no close substitutes available and so our
target market is basically everyone in Bangladesh. This is why part of our expansion strategy is to
have strategic locations in different parts of the country. However, we have a product like
specifically targeting on the basis of

 Gender: Some of our products from the product line will cater particularly to women and
their hygiene.
 Social class: our target is mainly the middle income and upper middle income families who
can afford to look beyond absolute necessitates like food and clothing for good health,
hygiene and comfort.
 Age: People from all age group need to use facial tissue for everyday purposes. However, the
millennials and baby boomers are the ones who consume and purchase it the most.

Apart of them we intend to engage in wholesale distribution to retail stores that will cater to the
following group of people:

 Hospitals
 Corporate Offices
 Households
 Malls
 Business Places
 Government Institutions
 Educational Institutions
 Spas and Beauty Salons
 Sports Men and Women
 Hotels and club house
 Restaurants

Marketing mix:
Products and services

Amber facial tissue

A. More durable
B. Takes into consideration your face size
C. easily disposable
D. environment friendly
 E. no use of harmful chemicals

Amber facial wipes tissues.

a. Silky soft and extra thick like a soft washcloth
b. Gently formulated to clean and moisturize your skin
c. In easy pop-up pack for single hand of wipes.
d. Conveniently packed for travel and home use
e. Ideal for daily skin care
f. Hygiene
Wet facial wipes will have different variations like
 Wet facial wipes designed for oily skin
 Wet facial wipes for makeup removal

Amber fragranced facial tissues

a. Flavored
b. Leaves a refreshing feel afterwards

Price
We will implement competition based pricing strategy and market penetrating pricing. We will set a
low price in order to attract a large number of buyers and market share.

Cost of dry tissue:

The price of dry facial tissue will be determined keeping the competitors pricing strategy in mind

Bashundhara: (120x2) ply Tk 56

Bengal tissue: (120 x 2) ply Tk 66

Fay facial tissue: (140x2) ply Tk 70

Amber dry facial tissue price

(120 x 2) = 240 sheets, BDT. 50

Facial wipes:

No supplier locally makes facial wipes. The ones that are exported include

 Garnier skin active 25 wipes Tk 490

 Clearasil daily clear hydra blast Tk 950
 Dettol anti-bacterial wet wipes 10 wipes at Tk 60
 Cala rose makeup cleansing tissue 20 pcs at Tk 450
 Amber wet facial wipes:

20 wipes at Tk 400

Makeup removing facial wipes: 20 wipes at Tk 200

Anti-bacterial wet facial wipes: 10 wipes at Tk 55

Fragranced tissue

 Watson perfumed wallet tissue (10pcs x 2ply) Tk 20

 Sonali perfumed wallet tissue (5pcsx2ply) Tk 10

Amber perfumed wallet tissue (12 pcs x 2ply) at Tk 20

Place
Facial tissue being a convenience product, our company will have a vast distribution channel. We
will maintain different types of distribution channel for different products. As we think facial tissue is
like a convenient good, we will go for intensive marketing for this product. We will distribute it
through our authorized dealers of our target market, who will sell it to as much retailer as they can.
Our products will be available at convenience stores, general stores, gas stations, restaurants,
pharmacies and super shops like Agora and Swapno.

We will have hybrid marketing channel for reaching the maximum number of customers.

Our company will have proper logistics management system for both inbound and outbound
logistics. all out products are kept in a warehouse with proper inventory management.

This distribution policy will help to make our product available at everywhere in our target market.
Online purchase of products will be available with free home delivery. Customers can design their
own tissue boxes from our website.

Promotion
We will implement direct marketing strategy. our promotion strategy includes;

Advertising:
Message:

“a tissue designed just for you “

All our products will be advertised through ads in

  Newspaper
 Magazine
 Cable tv
 Radio
 Billboards
 Internet

Sales promotion
Customer oriented promotion

Sales promotion is one of the most important parts of the marketing strategy for amber. Our sales
promotion strategy includes;

a. Sampling: facial tissue being an fmcg product, it is comparatively easier to provide free
samples to customers.

Our sample pack for amber facial tissue will include (35x2) sheets
Our sample pack for amber wet facial wipes will include 5 wipes
Our sample pack for fragranced tissue will include (5x2)plys per packet

Free samples will be sent to restaurants, hotels, spas and parlors.

b. Discounts and rebates:
Discounts and rebates will be available on all products after the first 10 months. The
percentage of discount will depend on the sales amount of each product within the
10months.
c. Promotional packs:
Promotional packs of will be available in distribution outlets for the first 3 months.
Promotional packs will include 30% more tissues than regular boxes at the same price.
i.e. amber dry tissue 312 sheets at tk 48 per box
amber wet facial wipes 26wipes at tk 400
amber fragranced facial tissue 32sheets at tk 20

d. Contest and sweepstakes:

A contest will be announced on the day of the launch of amber facial tissues. Special tokens
will be hidden inside the last tissue of every tissue box. lucky customers who will find those
tokens will have a chance of winning exclusive prizes.

PUBLIC RELATIONS
Social media marketing
An art completion for children will be announced through our websites. The winner of the art
competition will get a chance to have their art on the packaging of the tissue boxes with their name
on it.

CAMPAIGNING: AMBER will campaign its product to make people aware of the
 Environmental benefits of using amber tissue
 Heath benefits of using amber tissue
The purpose of this will be to have a moral and rational appeal to our consumers.

Personal selling:
Customers can contact us with any inconvenience they face while using our product through our

 Website
 Facebook page
 Help line number

Feedbacks will be taken by our employees every 3 months from our distributors and retailers.

CONCLUSION:

“To accomplish great things, we must not only act, but also dream; not only plan but also
believe.”
As lifestyle become increasingly demanding consumers are willing to integrate almost any
product which offers innovative features. We are working hard to provide our costumes with
an exquisite experience .