School of Business

Canadian University of Bangladesh )

Assignment on Marketing
.

Submitted to
Nilufer Yesmin
Canadian University of Bangladesh

Submitted By

 MA Muquit – ID 19302010
 Md. Rakib Hasan-- ID 20102013
 Afrin Firose -- ID 19306005
 DHAKA BURNYARD

Picture: Yogurt Hazelnut Flavor

Executive Summary: Dhaka Burnyard will provide a brand new concept of marketing
yogurt with Hazelnut topping. We will hire employees to work directly under our management
supervision. As avoid yogurt connoisseurs and dietitians, we are promoting healthier dessert
alternative. We are prepared to do this with our wide variety of skills in nutrition and food
service. Flavor yogurt and healthier dessert alternatives are the new trend, which will allow the
business to flourish. This business will give us income because consumers are always looking for
new and trendy places to shop. Since our business is going to provide fresh and new yogurt
ideas, this will bring people in and keep them coming back on a regular basis

Company Summary

Company Name Dhaka Burnyard Private Limited

Date of Incorporation 10January, 2020
Status Active
Company Category Company limited by Shares
Company Owner Emon, Muquit, Afrin
Company Sub-category Non-govt company
Company Class Private
Business Activity Manufacturing (Food stuffs, Dairy products)
Authorized Capital 10 lac
Paid-up Capital % 100.0
Registrar Office City Dhaka

Introduction:
Dhaka Burnyard is going to expand its business to provide yogurt in different flavors at a time
with a variety of healthy and sustainable topping. yogurt with Hazelnut flavor is in great
demand due to the new innovation. With the introduction of Hazelnut Flavor yogurt, the
company is expecting to have a low growth rate, as the product is newly getting launched in the
market. There is great potential for Dhaka Burnyard and after the initial introduction, growth of
the business should occur. Growth will occur when acceptance of the business and the profit
starts to flow. At this point, the company will experiment with new innovative ways to increase
profit and sales. After this initial two phases, we should have maturity. This will be when our
business has been accepted into the market. With the maturity of our business, we may need to
decrease sales prices to compete with other competitors.

Mission Statement:
Dhaka Burnyard mission statement is to distribute healthy, sustainable, wholesome and natural
ingredients of yogurt to our customers at a great value with optimal customer satisfaction.

Vision Statement:
1. To provide an atmosphere to customers that is fun, comfortable and friendly
2. To provide sustainable and healthy options for customers to consume
3. To continue to seek out and incorporate new ingredients and ideas into our business
4. Strive to make Dhaka Burnyard a family friendly atmosphere that will bring people back
time after time.

Goals
By the end of year 1, we will have a fully functioning Hazelnut flavor yogurt, with hopes of
having a minimum of 60 customers per day.
a. All equipment will be set up and functioning properly.
b. All employees will be trained and have part-time schedules.
Within 3 years of operation, we will continue to strive as a business and continue to grow. At this
point, we will have apparel for our shop. We will also hopefully have enough profit to add
supplements to our product.
a. We will compete with other yogurt businesses, while adjusting prices during this time if
needed to meet demand.
b. We will have t-shirts and hats available with our Dhaka Burnyard logo to generate profit
and market.
c. At this point we will see if there is opportunity to add supplemental mix in to our yogurt,
such as protein or probiotics.
Within 5 years of operation, we will be financially free of any debt.
a. The managers will have paid off their bank loans within the last 5 years.
b. We will be making profit only, with minor repairs needing to be made.
c. Employees can get raises at this point.

Marketing Plan
The marketing plan will employ a variety of methods to maximize results while staying within
the initial marketing budget. Initial marketing of Dhaka Burnyard include:
• Sign in front of business and grand opening banner
• Social Media (Facebook page, etc.)
• Website
• Sponsor
• Pass out sample cups at different shopping mall, street for students and tourists walking.
• Flyers at street, local high schools, and around campus of universities
• Host some fun programs during the first two weeks of opening, raising money for charity.

Marketing strategy
Mission
Our mission is to take care of your health with fresh yogurt fruit.

Marketing objectives
Market share: To reach 20% market shares in Dhaka City in 3 years.

Segmenting the markets

The yogurt market can be divided into following groups:
The students who are from secondary schools to universities and from average income families,
living in Dhaka.
The students who are from secondary schools to universities and from high income families,
living in Dhaka.
The people who are from 25 to 30 years old with an average income, living in Dhaka.
The people who are from 25 to 30 years old with high income, living in Dhaka.
Target consumers
Our target customers are the students from secondary schools to universities who are from
average and high income families, living in Dhaka. They are dynamic and lively. They enjoy a
place with modern music and can talk with their friends to relax. They are interested in health as
well.

Media influence:
Magazines
Newspapers
Television
Leaflets

Positioning statement
For the students who are from secondary schools to universities and from average and high
income families, living in Dhaka. They are and lively and interested in a place where with
modern music and can talk with their friends to relax. They are interested in health as well. The
Bliss Yogurt centre is the best place for the target market since it can meet their wants and
demands due to good location, decoration of the shop and reasonable price.

Marketing mix
Product strategy
We diversify the yogurt.
For the yogurt it is 100% natural and fresh with some special kinds of yogurt mix and with
dynamic decoration.
For the fresh serve, it looks fresh and clean with nice cutting.

Price strategy
Our objectives are to be survival. We want our customers to enjoy high quality yogurt with
reasonable price.
We will apply for both pricing methods of the cost plus pricing and perceived-value pricing.
Average price per yogurt glass is 1200 tk for 1 KG. These prices are suitable for our targets who
are students.
Strength and Weakness
Near the school, universities. Designed attractively.
There are many office building. Wide pavement, parking.
The capacity is enough for 60 people.
Location in the street which have a few business stores about food so nobody know about our
store.

Marketing Budget:

Sign and Grand Opening Banner Tk 1,00,000

Website Tk 50000
Sponsorship Tk 200000
Flyers Tk 50000
Fundraisers Tk 50,000
Miscellaneous (sample cups, etc.) Tk 50000
Social Media Marketing TK 500000
Total Tk 1000000

Start-up Expenses
Raw Argo’s yogurt with Hazelnut topping will be equally owned and financially operated by
three owners. All three owners will invest Tk 10 lac each towards the opening and start-up of the
business. The rest of the contributing funds will come from Bank loans. The start-up expenses
are quite high, as we have decided to build our own building to meet the needs of our company.
The specific furniture, equipment and machinery needed to run this business successfully are
also considered as start-up expense and found in the spreadsheet shown in Appendix 1.

12-Month Sales Forecast/Profit and Loss Projection

The expected sales forecast for our opening year, can be located in the financial documents
section of the appendix. Sales have been calculated based on the weather variation with the six
different seasons of Bangladesh. Yogurt with different topping will be purchased at different
prices, however they will remain the same price per cup for customers to avoid any confusion on
our pricing systems. The sales of the first year are projected to be lower, as people are still
learning about our new company. We expect a huge increase over the next few years and may
sponsor events, in the near future. All income for product sold is expected at the time of service.
The expected revenue for Dhaka Burnyard is the greatest during May through September, as
these are the warmest months of the year in Bangladesh. We also expect that toppings will
increase the average weight purchased during the summer months as we are providing locally
grown, fresh Hazelnut to choose from. With that being said, we are anticipating a drop in sales
during the winter months.

12-Month Cash Flow Statement

This statement reflects how we started with a positive beginning cash balance of Tk 50000
provided by the reminder of the loan we have taken out. It also walks through how cash is being
handled throughout the year, based on revenue and expenses.

Record Keeping and Documentation

To decrease confusion, our financial coordinator will be in charge of all the financial record
keeping and documentation. If further assistance is needed, the other managers will be available.
There will be no outside source of help, as tight founds do not allow for that at this time. The
business is small enough that it should be manageable. As the business begins to grow and
flourish, further outside assistance may be needed.
Record keeping will consist of a filling system to organize all the necessary documents from the
financial Aspect of the business. These include, but are not limited to, invoices, receipts, ledgers,
spreadsheets, computer program printouts, etc. As the business grows, an electronic filing system
will likely be more practical.

Conclusion
As this is a new business, we will have to wait to see how our business grows and develops over
the next year to determine if Dhaka Burnyard will be successful. Our total cash balance by the
end of year one is projected out to be positive figure. If our annual losses are greater than our
profit in the following years, Dhaka Burnyard will likely go out of business. Due to our climate,
location of business, lower prices compare to other yogurt businesses in Bangladesh, however,
we expect that our business will likely flourish and be successful in the following years.