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    Analysis and Findings: Chapter: Four

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    Mohiminul Islam
    The document analyzes the dairy product market in Bangladesh. It finds that Milk Vita and Aarong are the current market leaders, together commanding 48% of the market. While most consumers regularly buy a few main brands, they also occasionally switch between brands. The target market for Keya Agro dairy products is currently customers in Konabari, Kashimpur, Jarun and Norshingpur areas, which make up about 80% of current sales. However, the company aims to expand to areas like Uttara, Gulshan and Dhanmondi. The target customers are those willing to pay a higher price for higher quality products rather than being purely price sensitive.

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    Analysis and Findings: Chapter: Four

    Uploaded by

    Mohiminul Islam
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    The document analyzes the dairy product market in Bangladesh. It finds that Milk Vita and Aarong are the current market leaders, together commanding 48% of the market. While most consumers regularly buy a few main brands, they also occasionally switch between brands. The target market for Keya Agro dairy products is currently customers in Konabari, Kashimpur, Jarun and Norshingpur areas, which make up about 80% of current sales. However, the company aims to expand to areas like Uttara, Gulshan and Dhanmondi. The target customers are those willing to pay a higher price for higher quality products rather than being purely price sensitive.

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    Chapter 4

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    The document analyzes the dairy product market in Bangladesh. It finds that Milk Vita and Aarong are the current market leaders, together commanding 48% of the market. While most consumers regularly buy a few main brands, they also occasionally switch between brands. The target market for Keya Agro dairy products is currently customers in Konabari, Kashimpur, Jarun and Norshingpur areas, which make up about 80% of current sales. However, the company aims to expand to areas like Uttara, Gulshan and Dhanmondi. The target customers are those willing to pay a higher price for higher quality products rather than being purely price sensitive.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    56 views5 pages

    Analysis and Findings: Chapter: Four

    Uploaded by

    Mohiminul Islam
    The document analyzes the dairy product market in Bangladesh. It finds that Milk Vita and Aarong are the current market leaders, together commanding 48% of the market. While most consumers regularly buy a few main brands, they also occasionally switch between brands. The target market for Keya Agro dairy products is currently customers in Konabari, Kashimpur, Jarun and Norshingpur areas, which make up about 80% of current sales. However, the company aims to expand to areas like Uttara, Gulshan and Dhanmondi. The target customers are those willing to pay a higher price for higher quality products rather than being purely price sensitive.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    Download as docx, pdf, or txt
    of 5

    Chapter: Four

    Analysis and Findings


    4.1 Product Category and Price:

    Product Name Size Price


    Pasteurized Full Cream Liquid Milk 500 gm 35 tk
    Pasteurized Full Cream Liquid Milk 1kg 65tk
    Matha 500 gm 70 tk
    Matha 1 kg 130 tk
    Butter 500 gm 700 tk
    Butter 1 kg 1300 tk
    Sarmalai 500 gm 280 tk
    Sarmalai 1 kg 550 tk
    Sweetened Yogurt 500 Gm 125 tk
    Sweetened Yogurt 1 kg 230 tk
    Shora Doi 1 kg 285 tk
    Malai kari 500 gm 265tk
    Malai kari 1 kg 500 tk

    4.2 Existing Brand & it’s Tagline in The Market:

    Milk Company Tag line


    Milk Vita খাটি দুধের নিশ্চয়তায়
    Pran Milk বিজি লাইফে ইজি নিউট্রিশান
    Aarong Dairy Milk দুধের পুষ্টি সহজে সবখানে
    Farm Fresh ফ্রামফ্রেশ খাও এগিয়ে যাও
    Dano বাড়তি পুষ্টি বেশি সন্তুষ্টি
    Diploma স্বাদের কাছে হারবে সবাই
    Nahar dairy Milk নিজস্ব খামারের গরূর খাটি দুধ
    Danish Milk চ্যাম্পিয়নদের পছন্দ
    Cowhead Pure Milk
    SK Dairy Milk Pure Liquid Milk
    Freshco Milk Just Milk it
    Anchor Go Strong
    Nido Forti grow
    Firm villa daily Milk Ensuring pure Milk
    Morinaga Chill-Kid More for your child
    Hossain dairy firm Natural milk fresh
    Bismillah dairy firm 100% pure milk
    The White milk Pure and fresh drops
    Pauls Full cream Rich & creamy full cream taste
    Islam Agro Farm Representing purity
    Khamar Bari Agro & Dairy Farm 100% Halal
    Ideal Freash Milk Drink pure Fit sure
    Bangladesh Dairy Produced compromised demand
    Rural Fresh Dairy Raw Milk
    Fresh Milk With international Standard

    4.4 Present Market Situation of BD


    Currently Milk vita and Aarong are the market leader in the market 34% respondents buy Milk
    vita and 14% respondents buy Aarong. Consumer have tendency to switch brand among three or
    four brands. For example, who buy Milk vita regularly, randomly he or she buys Aarong too.
    Most of the consumers buy liquid and powder milkfor usage. Liquid is for nutrition and powder
    is for tea making
    Brand
    Nido Marks Other
    8% 4% Milk Vita
    7%
    34%

    Diploma
    15%

    Dano Aarong
    13% 14%
    Pran Milk
    5%

    4.6 Target Market:


    Currently Keya Agro dairy products serving the Konabari, Kashimpur, Jarun and Norshingpur
    area. Their maximum number of customers belongs to those above four place. There are some
    external customers as well. While visiting those areas if customers get to know that keya is
    produce and selling dairy items then people at least come and visit there because of Keya’s brand
    recognition. Then if the customer like any of those sweets items then they usually buy it and take
    it to their home for them and their family member.
    Other than that Keya dairy products likely to expand their business in Uttara, Gulshan,
    Dhanmondi and gradually all over the country.
    Sales AREa

    Others
    20%

    Konabari
    Kashimpur
    Norshingpur Norshingpur
    6% Konabari Others
    50%

    Kashimpur
    24%

    4.7 Target Customer:


    KAPL aim is to reach in the top in terms of quality products producing by the dairy brands. That
    is why their production cost is a bit higher than the competitors. So, KAPL has targeted
    customers who they can afford the price of the products. They want to serve the customer who
    they are not price sensitive but aware of the product quality. When we talk about the quality first
    ignoring the price issues then we can easily identify that who can be the target customer of the
    business.
    Segmentation
    Divided the market info few portion. So we have divided the market into geographically,
    demographically behavioral and social class.

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