PRINCIPLES OF MARKETING 311

MARKETING PLAN OF TEER

WHOLE WHEAT ATTA
CITY GROUP OF INDUSTRIES
Table of Content:

Executive summary 3

Company profile 4

Background assessment 5

Brand portfolio 6

Target brand 7

Product portfolio of Teer 7

Target product: Teer Whole Wheat Atta 8

Current market situation 9

Product review 10

Target market 11

SWOT analysis 12

Marketing strategy 14

References 16

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EXECUTIVE SUMMARY

City group is a renowned company in Bangladesh. They have four brands in the market. They
are teer, natural, sun, jibon. Our target brand is teer. The three red arrows of teer symbolize the
three aspects of quality-hygiene, health & excellence! City group have various product. We
choose their new product of teer brand, Teer Whole Wheat Atta for marketing analysis. Teer
Atta is the market leader in this industry, followed by brands pusti and fresh. Their target market
are urban families, health conscious portion of the population, nutrition conscious, millennial
generation. Teer whole wheat Attas marketing strategy involves developing a healthy lifestyle,
healthy you positioning on extra benefits for the price. They charge little bit higher for whole
wheat Atta than their normal teer Atta. As teer being one of the most renowned and well
established commodity brand it has already a very strong distribution channel. As it is their new
product they take very innovative and attractive promotional strategy, they do online marketing,
trade promotions, event marketing and they have also sponsored a national level branding
competition named Brandrill to promote their product.

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COMPANY PROFILE

City Group is a prominent name in the industrial arena of Bangladesh. The Group has over 45
years of experience in the edible oil industry and expanded its wings of production gradually. At
present there are 23 sister concerns, each specializing in different areas of production.
Incorporating Edible Oil, Flour, Daal, Feed, PP Oven bag, Seed Crushing Sugar and Pure
Drinking Water in the product line and integrating vertically; the Group has been in quest of
transforming to a 21st century conglomerate.

City Group is dedicated to optimize the quality of the produced consumer items. Strength lies in
the Group's ability to use state-of-the-art technology from Europe and other countries and
imported high grade raw materials which are the finest in the world. The production facilities are
well equipped with top notch machinery from Singapore, Japan, Switzerland, Germany, USA,
Taiwan, Belgium, Thailand, and best quality raw materials are collected both from overseas and
local suppliers. The combination ensures products with highest level of quality and hygiene.

A vertically integrated concern having more than 15,000 skilled manpower and with a true depth
of market penetration City Group has the physical advantage of all its mills, factories and
establishments being spread over 330 acres of land in the old part of Dhaka i.e. Gandaria;
expanding industrial belt at Konapara, Demra, and Rupshi, Narayangonj and in Chittagong, the
commercial capital of Bangladesh.

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BACKGROUND ASSESSMENT

The date 6th February, 1972 marks the journey of a valiant effort in Gandaria, Dhaka - one
which marked the beginning of the company known as "CITY OIL MILLS" - the founder
Chairman, Mr. Fazlur Rahman started the group from scraps virtually. The initial period was
marked with a lot of hardships due to the post war era when the country faced an economic
fallout. Initially the mission of the company was to produce mustard oil for the local market
consumption. The overwhelming demand for the product propagated and the company soon
found its way into the business arena. For the next 18 years, the company operated within the
vicinity of the Dhaka city and met the demands of the local market. The revenue generated from
this soon gave away for the entrepreneur to evolve the company, which was by now one of the
largest mustard oil producing plants in the country.

A vision - to transform the company to a 21st century conglomerate of the country started. "City
Vegetable Oil Mills" was established at Rupshi, on the outskirts of Dhaka city. This effort
evidenced an accelerated growth of City Group and the company was soon found to open two
more sister concerns by the year 1994 - "Hasan Vegetable Oil Mills Limited" and "City Fibers
Limited". Within this period the founder also devised new production units and soon the brand
"TEER" was born. Appearing in this banner was the flagship product, "TEER SOYABEAN
OIL",

The revenue generated and the good brand image of the products of City Group soon found its
way into the hearts of the people. City Group was by now one of the emerging industries of the
country with an ever-expanding business, which led to 21 sister concerns by the end of the year
2006. Presently, the company focuses on meeting and responding to the ever-changing needs of
the consumers both home and abroad.

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BRAND PORTFOLIO

There are four brands of city group currently in the market. They are
1.Teer
2. Natural
3. Sun
4. Jibon

MISSION, VISION & GOAL

MISSION: "To provide HYGIENE, HEALTH & EXCELLENCE in food consumables for the
consumers at an affordable price and raise awareness in the Local & International market."

VISION: "To serve other countries as an international brand and achieve more customer
satisfaction."

GOAL: City Group care a great deal about the health concern of our consumers. This is what
enables them to maintain the highest quality of hygiene and health standards while marketing
products, in order to meet the common goal - Excellence!

Their products have acquired fame and are quite popular in the context of Bangladesh. As the
entire range of consumables are packed using high quality food grade packs, PET bottles &
HDPE cans. Their Principal Objectives can be further broken down into 5 parts:

Passion for Excellence

Business Integrity
Pioneering
Commitment
Development

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TARGET BRAND: TEER

TEER is City Groups premium brand & their first brand. Based upon their corporate logo
TEER, it emphasizes on achieving all high quality products, which come to captivate the heart
of the consumers. The three red arrows of TEER symbolize the three aspects of quality
HYGIENE, HEALTH & EXCELLENCE! Hygiene is a key factor when one particularly
produces food items. Highest levels of Hygiene are maintained while manufacturing food items,
as City Groups business depends upon quality products. It is not only the brand that speaks but
also the relentless pursuit of achieving excellence in their products. Each of their flagship
products under TEER is cared with highest levels of quality assuring the strictest standards
possible. The word TEER itself is an identity to itself and City Group. People recognize them
through TEER, which has brought them the fame and fortune. Each of their consumers
throughout the country knows the brand and it has achieved immense popularly.

PRODUCT PORTFOLIO OF TEER

1. Iodized salt
2. Atta, Maida (Flour), Suji (Semolina)
3. Daal (Beans/Peas)
4. Soymeal
5. Mustard Oil
6. Refined Soybean Oil
7. Refined Sugar
8. Soymeal & Rapeseed Cake
9. Poultry feed, Cattle & Fish feed
10. Whole wheat Atta (Newest arrival)

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TARGET PRODUCT: TEER WHOLE WHEAT ATTA

With the launching of new food product Whole Wheat Atta, the company has lined up a series
of food products like Atta, Maida, Semolina, Soybean oil, Sugar, Mustard oil and Jibon drinking
water in line with its promise to cater to the requirements of consumers.

Being the new product under the renowned brand its marketing plan aims to create the product
awareness among the consumers as well as revamping TEERs image a trusted commodity
brand. As it is the first ever Branded brown Atta in the market, TEER Whole Wheat Atta has
all the potentials and capabilities of capturing the existing market share and create a strong
position in the competition.

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CURRENT MARKET SITUATION

American Marketing Association defined the term brand as a name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods or services of one seller or
group of sellers and to differentiate them from those of competitors. Some of the brand names
selling Atta in Bangladesh are Teer, Pusti, Fresh, Yusuf, Saad, Fowzi, Silver, Horse, Elders,
Diamond, Keya, Ifad, Romoni, Maheen, etc. Market share refers competitors relative share of
percentage in the market. According to a recent survey, in Atta market, Teer brand is the market
leader in with market share of 44.5%, followed by brands Pusti 15.6% and Fresh 13.9%.
Retailers were asked to rank among the brands those have high demand irrespective of presence
of the brand at the outlet. According to preference, the top six brands in case of Atta are, Teer
and Pusti are the first and second preferred brands respectively, Fresh is the third preferred brand
whereas Fowzi, Ifad and Diamond is the fourth, fifth and sixth preferred brand respectively.

Greater consumer awareness of the dietary benefits of fiber, bran, and whole grains, increased
use of bread (buns) in the fast food industry, expanded product choice (e.g., variety bread,
cookies, snack foods, bagels, and pita bread) offered by manufacturers, changes in lifestyle and
dining habit at restaurants and other outlets, growing trend in number of aging population who
spend more on cereal and bakery products insinuate of increasing demand of wheat flour
throughout the world. Bangladesh is the world's eighth most populous country, as well as one of
the world's most densely populated countries. Bigger population is always a boon for an
economy. Bigger population means more consumers, more demands. In Bangladesh, supply of
wheat flour especially Atta, Maida and Semolina is scanty compare to total demand of the
market. So, there are enormous opportunities in wheat flour marketing. Teer is strongly leading
Dhaka City Corporation in all three flours as well as in Chittagong City Corporation. But since
there is no brand who has introduced whole wheat Atta in the market Teer is in a more advanced
position than its competitors.

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PRODUCT REVIEW

TEERs new line of product called TEER Whole Wheat Atta offers the following features:

According to doctors, 50% of total diet should consist of whole grains & TEER Whole
Wheat Atta is all about capturing the nutrition of whole grain.

The new kind of flour is made by grinding the wholegrain completely, without losing any
part of it.

To fulfill this nutrition requirement, TEER Whole Wheat Atta is carefully prepared
from the worlds best quality wheat which contains vitamins, minerals and natural fiber.

It helps keep your heart, colon and stomach healthy. The natural ingredients also
significantly lower the risk of colon cancer.

It is healthier and fibrous as well as nutritious than conventional white Atta.

The price of brown flour is higher than white flour as this flours bread is not soft like
white flour bread. Many people do not know the benefits of whole Wheat Atta .

For a long time, people are eating white bread flour so only 7% people of Bangladesh
knows about branded brown Atta.

The natural fiber decreases constipation, hemorrhoids. Decreases the risk of colon cancer.
Gives a feeling of fullness facilitating weight loss.

Food prepared with Whole Wheat Atta lead to a better heart health.

Whole Wheat Atta can be the best source of rich natural protein which can build up lean
and strong muscles.

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 Consumption of Whole Wheat Atta slows rate of digestion which helps regulate blood
sugar and blood pressure is also regulated.

TARGET MARKET

In relevance with its marketing campaign, we have observed that, Teer has chosen as
Target Market for its new product:

Urban Families: As they are more economically solvent and interested to try out new
products. They usually switch more frequently but if the product manages to create a
good reputation, this specific class has the potential

Health conscious portion of the population: With the rapid urbanization, the ratio of
more educated and health conscious people is on the rise. People are becoming more
and more aware of what they buy and what they consume. So the new product of
Teer creates a good vibe and appeal to this specific consumer group.

Potential & Current Users of Teer Brand: As being an already established commodity
brand Teer has a huge base of loyal consumers and well-wishers. They can also be
framed as the target market for the new product.

Housewives: They can be the most loyal customer of a brand if it can provide enough
value to them. Teer is already a valued household name to them. So they can also be
posed as potential target consumers.

Super-shops & Retail Shops: With the ever increasing number of super shops and retail
outlets, they are also a target customer for Teer.

Nutrition conscious Millennial Generation: New generation is more health conscious than
their parents. Teers new product can also pose a greater appeal to the new generation.

Fast-food chains: There has been a boom in fast food consumption in recent days.
Teer has chosen these outlets and chains as a potential customer group.

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 STRENGTHS, WEAKNESSES OPPORTUNITIES & THREATS
ANALYSIS: SWOT ANALYSIS

Strengths:

First mover: Teer being the very first brand, introducing Whole Wheat Atta or Brown
Atta in other words Laal Atta definitely has the first mover advantage. It has got the
opportunity to create a strong impact on the consumers mind as being first typically
enables a brand to establish strong product recognition and customer loyalty before other
entrants to the market arise.

Superior Quality: Before Teer Whole Wheat Atta was introduced in the market, brown
Atta was available but on a loose basis. Unbranded Atta dominated the brown Atta
market. These loosely packed unbranded Atta posed a greater threat to health and also
was not very hygienic. Teer as brand took the opportunity to enter the market and due to
its already gained popularity as a healthy brand it quickly got appraised for its superior
quality and high quality packaging.

Strong Distribution Channel: Being an already established brand Teer has a very strong
distribution channel throughout the country. It played a vital role in building in the
reputation as well as recognition of the newly launched product.

Expertise in Commodity Product Marketing: Teer has an already established superior

product line. As a result, it has its experience and expertise in commodity product
marketing. As we have already seen that Teers Atta, Maida & Semolina is the most
preferred product in the market among all the other brands, it can be safely said that it has
the expertise to make the new product a hit in the existing market.

Weaknesses:

Lack of Product Awareness: Being a new product Teer Whole Wheat Atta has yet to be
fully recognized by the target audience. Even though Teer is a brand with immense
popularity it will take time for new product to get recognition and boost sell into full
throttle.

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 Higher Price: Teer Whole Wheat Atta is entirely different from conventional white Atta.
As it has more nutritional value and different processing than traditional Atta it has a bit
higher price than white Atta. As people are still not much aware of branded brown Atta it
can be a potential weakness for the new product.

Unavailability: Currently the product is more readily and easily available in DCC (Dhaka
City Corporation), CCC (Chittagong City Corporation) and other big cities only. Also it
is initially can only be found in super shops and retail outlets.

Opportunities:

Health Trends: Weight and nutrition continue to be issues for consumers in Bangladesh
as the rate of obesity and heart disease is increasingly on the rise. The new product can
create more appeal to the health conscious portion of the population as it has more
nutritional value to offer.

Growing Market: Even though the whole wheat product market is matured but the
concept of Whole Wheat Atta is new in the industry. As it is already have been said,
Teer is the first brand which has introduced branded brown Atta which is totally different
than the traditional White Atta that is currently available in the market there are growth
potentials for the product as the demand of healthier commodity product is on the rise.

Threats:

Product Cannibalization: Teer already has White Atta in its product line. Now the
introduction of Whole Wheat Atta can lead to product cannibalization which is the
negative impact of a company's new product on the sales performance of its existing and
related products. It refers to a situation where a new product "eats" up the sales and
demand of an existing product, potentially reducing overall sales, even if sales of the new
product are increasing. This can negatively affect both the sales volume and market
share of the existing product. Teer Atta has been in the leading position for a while now.
The product cannibalization can pose a great threat to Teers brand image and can end up
in overall decline in sale of its whole product line.

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 MARKETING STRATEGY:

Product Positioning:
Teer Whole Wheat Attas marketing strategy involves developing a healthy lifestyle,
healthy you positioning on extra benefits for the price. The product is also sold with all

the features described in the product review section.

The marketing of Teer Whole Wheat Atta focuses on conveying the message that it is
more than just Atta, it is branded Brown Atta. As awareness takes hold and retail
availability increases, more marketing campaign will be introduced to attract the eyes of
the health and nutritious conscious portion of the population. Also in the new product, the
food value is kept intact of the entire grain is made possible through Buhler machineries
of Switzerland. This works as their USP (Unique Selling Proposition) With the addition
of this factory unit, City Group has the largest milling capacity in the country and this
fortifies the groups commitment to provide a steady supply of highest quality product for

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 a very long time. All these work together to make Teers positioning strategy more
immune and powerful from potential market opponents.

Pricing:
Though the market price of Atta is unstable, the average prices and profit margin has
given us an innuendo for price estimation. Teer Whole Wheat Atta being first branded
brown Atta in the market and as it has positioned itself as the healthier and more
nutritious product, it has a slight higher price than the other Atta brands in the market. A
2kg packet of Teer Whole Wheat Atta is 82tk whereas a 2kg packet of conventional Teer
White Atta is 62tk. The price justifies all the extra health benefits and superior value
proposition consumers are getting instead. As Teers target market is specific and
compact the extra price is not a great concern for the brand.

Distribution:

As Teer being one of the most renowned and well established commodity brand it has
already a very strong distribution channel. For the new product, it has specifically chosen
the retail outlets and super shops like Agora, Swapno, Meena Bazaar for distribution.
Because most of the target consumers are basically urbanites and health-conscious clan
and they favor such places for monthly shopping, hence the choice of distribution.

Promotion:

For its new product Teer has taken very innovative and strong promotion strategy. It has
incorporated digital marketing as a strong basis for the product advertisement and has
created a whole new webpage which is different from their existing City group website
for the new product introduction. Also apart from traditional mass marketing they have
focused on three aspects of digital marketing which has added a whole new dimension

Online Marketing: Teer Whole Wheat Atta has its very own Facebook page and Twitter
account which attracts the aware and educated consumers who are more brand conscious
as well as fitness enthusiast.

Trade Promotions: To attract retailers and sellers it has attractive sales promotions such
as POP (Point of purchase), bundle offerings, displays, volume incentives etc. This push
marketing strategy is combined with other pull strategies.

Event Marketing: Teer is also taking initiatives to sponsor relevant events such as World
Health Day, Cooking shows etc. to attract its target audience.

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 References:

http://bbf.digital/city-group-launches-bangladeshs-first-only-teer-whole-wheat-atta

http://www.citygroup.com.bd/

https://www.scribd.com/document/52468829/packaged-atta

http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.915.1297&rep=rep1&type=pdf

http://citygroup.com.bd/Brands/Teer/WholeWheatAtta/index.html

https://www.slideshare.net/MOHAMMADAKASH1/team-apocalyptico-on-194-round-
2?qid=80525688-85b4-43f3-a843-e3544b82c9a3&v=&b=&from_search=3

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