Letter of Transcript

13th April, 2011

To,Mr. Mehdi Hussain,Course Instructor Faculty of Business AdministrationNorth South University (NSU)Dhaka, Bangladesh.

Subject: Prayer for submission of the report for the Marketing Management.

Dear Sir,

It is our great pleasure to submit the report titled “New product idea (Dry Egg Powder or Protein Powder) for Nestle Bangladesh Limited” that you assigned us a partial requirement of the course “Marketing Management”. We are thankful to you for allowing us the opportunity to do the formal report on this topic.

As we know, Nestle is the world class food brand all over the universe. Also in Bangladesh it is one of the most leading companies based on the food and beverage. The main them of Nestle is “Good food & Good life”.

The report attempts to look into the point and analysis of Marketing strategy and their product and service opportunities for this new product. It also focuses on the point of an organization use this in marketing policy. It also focuses on the point of an organization for this new product marketing concept in Bangladesh prospective.

Finally, we are truly grateful to you for giving us this nice opportunity to work on this report, which we have considered as a great chance for us to develop our Management concept. The entire group contribution has led to the successful completion of this report. Although we have tried our best, certain mistakes and inconvenience may reside and for this we seek pardon and hope you will accept our apologies.

Sincerely yours,

Name ID

1

xxxx xxxxxx

Reference Letter

13th April, 2010

To,Marketing ManagerNestle Bangladesh Limited Dhaka

Re: Request for an Educational Survey at your organization

Dear Sir/Madam,

Congratulations for your successful operation through out the country.

It gives us pleasure to inform that North South University (NSU) believes in quality education with some taste of practical orientation in the real world situation. We prefer to send our students to different organization as a part of their education program. All information provided by you will be strictly used for academic purpose only.

The undersigned student(s) of BBA are assigned to work on an assignment on “New product idea (Dry Egg Powder or Protein Powder) for Nestle Bangladesh Limited.”

Name: ID No:

xxxxx XXXXXXX

We are trying to groom our young students to become effective and efficient future manager in the society. Your co-operation in this regard would be highly appreciated and would work as a milestone for our future citizens.

Sincerely,

………………………Mr. Mehdi Hussain (MDH)

2

Permission granted by:

Acknowledgement

At first particularly we are thankful to the almighty Allah for blessing us and give us the ability to complete this Project paper.

Marketing Management is really an interesting course and attending a project like this leaves us with a store of knowledge. This type of report will help us in our future job. We are thankful to our course teacher MDH, our Academic faculty from North South University. He is teaching us this interesting course so easily, that we can understand properly. It is an important course for Business students. The versatile viewpoint and teaching style of Mr. Mehdi Hussain(MHD) is very nice and examples given by his throughout his lecture are very much realistic. So it helped us to understand the topics of this course easily.

Out side the university we are very much grateful to Mr. Ahsan Parvez Khundker (Executive POP, Excellence Channel & Category Sales Department). He gave a lot of support to us. These persons and our course teacher helped us to prepare this project. We are very indebted to them.

At last we would like to thank our classmates. Many of our friends and also many well-wishers contributed ideas and made suggestions that greatly enhanced this research report. We would like to thank them.

At the last, but not the least, we also very thankful the Internet which is very supportive and grateful medium for completing this research report.

Where this research report succeeds we share the credit, where it errors we all accept the responsibility.

3

Executive Summary

Egg is a very common and essential food item in our daily food menu.

Egg is a storehouse of lots of food value. Our project is based on this egg.

We all have more or less knowledge about milk powder. From that idea

we have attempted to produce a new kind of product which is based on

egg. Our product is egg powder. We will produce egg powder. The egg

powder will be produced from egg just like the milk powder. This powder

can be preserved for a long time. And there would be two different

powders of egg. One will be made from the egg white and another from

the egg yolk. It is basically dry eggs. Egg protein is made from egg

white. It's fat-free, very high in protein, and is considered as a perfect

source of protein because of its complete makeup of essential amino

acids, branch chain amino acids, and glutamic acid. Once egg protein is

in your system, it is completely absorbed by your body. When other

proteins are measured for quality and effectiveness, egg protein is at the

top of the list and is the standard for measurement.

We se that protein is necessary for our body, we choose a new product

for our assignment which can help customs get protein without fat. The

product is produced by eggs. Its name is Egg powder. We named our

product is EGGvita and Company name is Nestle Bangladesh Limited. In

4

Marketing Promotion we create a Integrated Marketing Communication

Plan or Promotional Plan of this EGGvita product. It is a new food habit

for Bangladeshi people. So our segmentation, targeting, positioning,

marketing mix, advertising concept based on this new habit. It is a total

planning of EGGvita promotion.

The Company:

Since Henri Nestlé developed the first milk food for infants in 1867, and saved the life of a neighbor’s child, the Nestlé Company has aimed to build a business based on sound human values and principles.

While our Nestlé Corporate Business Principles will continue to evolve and adapt to a changing world, our basic foundation is unchanged from the time of the origins of our Company, and reflects the basic ideas of fairness, honesty, and a general concern for people.

Nestlé is committed to the following Business Principles in all countries, taking into account local legislation, cultural and religious practices.

Mission:

Nestle want to be dedicated towards continuous improvement in the food safety and quality of every product they make and in every activity in which they perform.

Vision:

Research and Development is a key competitive advantage for Nestlé. Without our R&D Nestlé could not have become the food industry leader in nutrition, health and wellness.

With 26 research, development and technology facilities worldwide, Nestlé has the largest R&D network of any food company. Nestlé’s research, development and technology network, together with local market application groups, employs around 5,000 people.

Nestlé further strengthens its R&D capability through Open Innovation at each stage of the product development process – from early stage collaborations with start up and biotech companies to late stage

5

partnerships with its key suppliers. In 2008 Nestlé invested CHF 1.98 billion in R&D.

1Introduction

1.1 About Nestle

Nestle is a multinational packaged food company founded and headquartered in Vevey, Switzerland, and listed on the SWX Swiss Exchange with a turnover of over 87 billion Swiss francs. It originated in a 1905 merger of the Anglo-Swiss Milk Company for milk products established in 1866 by the Page Brothers in Cham, Switzerland, and the Farine Lactée Henri Nestle Company set up in 1866 by Henri Nestlé to provide an infant food product. The two world wars both affected growth: during the first, dried milk was widely used but the second war caused profits to drop by around 70%. However, sales of the instant coffee Nescafe were boosted by the US military. After the wars, growth was stimulated by acquisitions expanding its range and taking control of several well known brands, so they now include Maggi, Thomy and Nescafe that are known globally. The company updated its corporate branding in the 1970s.

1.2 Pronunciation of Nestle

Today, in English-speaking countries, Nestle is most commonly pronounced. However, the original pronunciation was, as in the English verb nestle. This pronunciation was common throughout much of the 20th century, but changes in its spoken form in advertising influenced it to become more akin to its native pronunciation in French-speaking Switzerland. The old pronunciation, however, is still used today in some regions such as the Black Country.

6

2Company Overview

2.1 Historical Background of The Company

The company dates to 1867, when two separate Swiss enterprises were founded that would later form the core of Nestlé. In August of that year, Charles A. and George Page, brothers from Lee County, IL in the United States, established the Anglo-Swiss Condensed Milk Company in Cham. In September, in Vevey, Henri Nestlé developed a milk-based baby food and soon began marketing it. In the succeeding decades both enterprises aggressively expanded their businesses throughout Europe and the United States. (Henri Nestlé retired in 1875, but the company, under new ownership, retained his name as Farine Lactée Henri Nestlé.) In 1877 Anglo-Swiss added milk-based baby foods to its products, and in the following year the Nestlé company added condensed milk, so that the firms became direct and fierce rivals.

Henri Nestlé

In 1905, however, the companies merged to become the Nestlé and Anglo-Swiss Condensed Milk Company, retaining that name until 1947, when the name Nestlé Alimentana SA was taken as a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its holding company, Alimentana SA of Kempttal, Switzerland. Maggi was a major manufacturer of soup mixes and related foodstuffs. The company’s

7

current name was adopted in 1977. By the early 1900s, the company was operating factories in the United States, United Kingdom, Germany and Spain. World War I created new demand for dairy products in the form of government contracts, by the end of the war, Nestlé's production more than doubled.

After the war, government contracts dried up and consumers switched back to fresh milk. However, Nestlé's management responded quickly, streamlining operations and reducing debt. The 1920s saw Nestlé's first expansion into new products, with chocolate the company's second most important activity.

Nestle's logo used until 1970s.

Nestlé felt the effects of World War II immediately. Profits dropped from US$20 million in 1938 to US$6 million in 1939. Factories were established in developing countries, particularly Latin America. Ironically, the war helped with the introduction of the company's newest product, Nescafe, which was a staple drink of the US military. Nestlé's production and sales rose in the wartime economy.

The end of World War II was the beginning of a dynamic phase for Nestlé. Growth accelerated and companies were acquired. In 1947 came the merger with Maggi seasonings and soups. Crosse & Blackwell followed in 1950, as did Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification came with a shareholding in L’Oreal in 1974. In 1977, Nestlé made its second venture outside the food industry by acquiring Alcon Laboratories Inc.

In 1984, Nestlé's improved bottom line allowed the company to launch a new round of acquisitions, notably American food giant Carnation and the British confectionery company Rowntree Mackintosh in 1988, which brought the Willy Wonka Brand to Nestlé.

The Brazilian president, Lula da Silva, inaugurates a factory in Feira de Santana (Bahia), February, 2007.

8

The first half of the 1990s proved to be favorable for Nestlé: trade barriers crumbled and world markets developed into more or less integrated trading areas. Since 1996 there have been acquisitions including San Pellegrino (1997), Spillers Pet foods (1998), and Ralston Purina (2002). There were two major acquisitions in North America both in 2002: in June, Nestlé merged its U.S. ice cream business into Dreyer's and in August a US$2.6 billion acquisition was announced of Chef America the creator of Hot Pockets. In the same time frame, Nestlé came close to purchasing the iconic American company Hershey's though the deal fell through. Another recent purchase includes the Jenny Craig weight loss program for US$600 million.

In December 2005 Nestlé bought the Greek company Delta Ice Cream for €240 million. In January 2006 it took full ownership of Dreyer's, thus becoming the world's biggest ice cream maker with a 17.5% market share. In November 2006, Nestle purchased the Medical Nutrition division of Novartis Pharmaceutical for $2.5B, also acquiring in 2007 the milk flavoring product known as Ovaltine. In April 2007 Nestlé bought baby food manufacturer Gerber for $5.5 billion. In December 2007 Nestle entered in a strategic partnership with a Belgian chocolate maker Pierre Marcolini.

2.2 Business Portfolios:

Nestlé has a wide range of products across a number of markets including coffee (Nescafé), bottled water, other beverages, chocolate, ice cream, infant foods, performance and healthcare nutrition, seasonings, frozen and refrigerated foods, confectionery and pet food.

For different kinds of products, we are mentioning those kind of product which are very well known for all kind of nestle customers. Those products are:

Cereals : Cini Minis, Honey Nut Cheerios, Oat Cheerios, Cookie Crisp, Fitnesse, Force Flake, Honey Stars, Koko Krunch, Milo Cereals, Nestlé Corn Flakes, Nesquik, Shreddies, Shredded Wheat, Clusters, Trix etc.

Coffees: Bonka, Buondi (Portugal), Christina (Portugal), Dolca (Argentina), Ecco (Peru, Chile), International Roast, Kirma (Peru), Loumidis (Greece), Nescafe, Nespresso etc.

Water: Aqua Pod, Aqua Panna, Deer Park, Ice Mountain, Nestle Aquarel, Nestle Vera etc.

9

Other Drinks: Nestea, Milo, Carnation, Nesquik, Growers direct fruit juices, etc.

Child Food: Lactogen, Nan, Neslec, Nestogen, Nido, NanSoy, Good Start, Gerber, etc.

Healthcare Nutrition: Boost, Nutren, Nutren Senior, Peptamen UTI, Novertis, Ovaltine, etc.

Frozen Foods: Maggi, Buitoni, Hot Pockets, Lean Pockets, etc. Chocolate, Confectionary & Baked Goods: 100 Grand Bar,

Aero, Milky Bar, Minties, Kit Kat, Bertie Beetle, Butterfinger, Dairy milk chocolate, etc.

Pet Care Food: Alpo, Dog Chow, Fancy Feast, Go Cat, Bakers, Butchers, Gourmet, Mighty Dog, ONE, Pro Plan, Tidy Cats, etc.

2.3 Management Team:

The executive board, a distinct entity from the board of directors, includes:

Paul Bulcke, Nestlé CEO. John J. Harris, EVP, Chairman and CEO of Nestlé Waters. Frits van Dijk, EVP of Asia, Oceania, Africa, Middle East divisions. Petraea Heynike, EVP of Strategic Business Units and Marketing. Francisco Castañer, EVP of Pharmaceutical and Cosmetic

Products, Liaison with L'Oréal, Human Resources. Michael Powell, EVP of United Kingdoms Division. James Singh, EVP of Finance, Control, Legal, Tax, Purchasing,

Export. Luis Cantarell, EVP of Europe divisions. Richard T. Laube, Deputy EVP of Nutrition Strategic Business

units. Werner J. Bauer, EVP of Research and Development, Technical,

Production, Environment.

Current members of the board of directors of Nestlé are: Günter Blobel, Peter Böckli, Daniel Borel, Peter Brabeck-Letmathe, Rolf Hänggi, Nobuyuki Idei, Andreas Koopmann, André Kudelski, Jean Pierre Meyers, Carolina Müller-Möhl, and Kaspar Villiger. Secretary to the Board Bernard Daniel.

10

2.4 Corporate Governance:

Nestlé's commitment to sound Corporate Governance goes back to its

very early days. This commitment is reflected and explained in several publications, such as the Corporate Governance Report, Articles of Association, Committee charters etc. It is also visible in Nestlé's day-to-day business behavior.

The Corporate Governance Report covers the following areas:

Group structure and shareholders Capital structure Board of Directors Executive Board Compensations, shareholdings and loans Shareholders’ participation Changes of control and define measures Auditors Information policy

2.5 Business Principle:

Nestlé is committed to the following Business Principles in all countries, taking into account local legislation, cultural and religious practices:

1. Nestlé's business objective is to manufacture and market the Company's products in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers, and business partners.

2. Nestlé does not favor short-term profit at the expense of successful long-term business development.

3. Nestlé recognizes that its consumers have a sincere and legitimate interest in the behavior, beliefs and actions of the Company behind brands in which they place their trust and that without its consumers the Company would not exist.

4. Nestlé believes that, as a general rule, legislation is the most effective safeguard of responsible conduct, although in certain

11

areas, additional guidance to staff in the form of voluntary business principles is beneficial in order to ensure that the highest standards are met throughout the organization.

5. Nestlé is conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and the responsible attitude of its management and employees. Therefore recruitment of the right people and ongoing training and development are crucial.

6. Nestlé continues to maintain its commitment to follow and respect all applicable local laws in each of its markets.

2.6 Innovation:

Innovation is one of Nestlé’s key competitive advantages. They have more than 140 years of research, development and scientific know-how. While there is a great deal of pure and applied science research that takes place in global R&D centers, Nestlé ensures that the consumer, and the consumer benefit, remains at the core of all their activities.

Consumer Benefits

Nestlé R&D addresses three areas of benefits for consumers:

   • Safety and Quality   • Nutrition and Health    • Taste, Texture and Convenience

Areas of interest

Nestle areas of interest in nutrition and health is:    • Growth & Development    • Healthy Ageing    • Energy & Weight Management    • Physical and Mental Performance   • Digestive Comfort    • Protection    • Skin Health & Beauty    • Healthy Recovery

12

2.7 Global R & D:

Nestlé Research is a dynamic global network of 24 Nestlé centres of excellence in research and product development. Its scope and reach are global. They have the world's largest food and nutrition research organization, with about 5000 people working in R&D, as well as corporate venture funds and research partnerships with business partners and universities. Nestlé scientists in each market ensure that global R&D is applied locally to meet different consumer needs and preferences.

Figure: Nestlé Research & Development location worldwide. 

13

3Introduction of Egg Powder

3.1 About Dry Egg Powder or Protein Powder

At first everybody wants to know, “what is dry egg powder?” In this point of view dry egg powder is one kind dried powder which is made by an egg. In this point of view we introduce two kinds of egg powder. Those egg powders are given bellow:

1. Egg yolk powder.2. Egg White powder.

3.2 Nutrition of Egg

The nutritional information will vary slightly depending on the mass of the egg. It follows, that the larger the size of the egg, the higher the levels of vitamins and minerals present.

Per serving (2 eggs)

Per 100g

Energy 618kJ 594kJProtein 13.3g 12.8Fat, total -saturated

10.5g3.2

10.1g3.1

Carbohydrate, total – sugars

0.3g0.3g

0.3g0.3g

Sodium 138mg 133mg

 Per serving (2 eggs)

Per 100g

Vitamin A 166mg (22% RDI*) 160mgRiboflavin 0.4mg (24% RDI*) 0.4mgNiacin 3.6mg (36% RDI*) 3.5mgFolate** 51mg (25% RDI*) 50mgVitamin B12 1.4mg (68% RDI*) 1.3mg

14

Vitamin E 1.0mg (10% RDI*) 0.97mgIron 1.7mg (14% RDI*) 1.6mg

3.3 Technical Analysis

For better judgment about this new product idea, we prepare some technical analysis. For this analysis it is help to know about the product idea in Bangladesh prospect and also product recognition in Bangladesh market place.

3.3.1 Important Machineries:

For producing egg protein powder, Nestle Bangladesh Limited will import some machineries & equipments which costing approximately Tk 1,04,00,000. The different costs related with imported costs are given below:

Imported MachineryParticulars Quantity/ No. PriceEgg Breaker 4 3,20,000Centrifuge 2 9,60,000Filter 2 3,20,000Storage Tank 4 4,80,000Feed Pump 2 9,60,000Tubular Heater 1 12,80,000Balance Tank 4 4,80,000Feed Pump 2 11,20,000High Pressure Pump 2 12,80,000High Pressure Spray Dryer 1 12,00,000Cyclone with exhaust and fan

1 5,60,000

Packing Unit 1 8,00,000Generator 1 6,40,000Total 27 1,04,00,000

15

Figure : Egg Breaker Figure : Egg Breaker Bird view

16

Figure : Loader Figure : Liquid Packing

17

Figure: Egg shell breaker Figure: Lysozyme Extracting

18

3.3.2 Pre-operating Expanses:

Planning, research & development the plan of the projects cost is define here. The cost of these is Tk. 2,00,000. For Research Tk. 1,00,000 is needed & other 1,00,000 is needed for Planning & development of final plan.

4Marketing Analysis

4.1 Justification of starting up this new product idea

In the beginning of 2005, the European Union announces a new purity law (International Food Standard), which prohibited the limitation substances in a normal egg.

Therefore, 6 out of 8 competitive companies had to be closed due to hygienic problems in the world during the last two years.

Additionally, the production of powder in purest and driest quality is required in order to effectively interrupt the viruses and the bacteria transmission chain of animals and human beings such as the bird illness– SARS, Bird-flu.

19

Thus, this will lead to an increase of the customer demand for “safety products” in the food industry.

Egg is the most common and healthy element to fulfill our daily demand of protein. But it is not easy to preserve for long time. If any natural calamity or any disease happens to chicken, the demand will be not fulfill by the suppliers. The shortage of eggs in the market can be a big trouble. Egg is cheap, so any body can purchase it easily as healthy food. Restaurants & Bakeries use lots of eggs daily to make cake, biscuits, and cookies or to serve many other food items to the customers. So it will be very helpful and cost effective for them. It is germ free, hygienic and it can consume more than 2 year. So it is easy for bakery’s to avoid the defaulted eggs problem.

4.2 Advantages for using the Egg Powder:

This product is produced from 1st quality Hen eggs which have been Pasteurised and Spray Dried.The advantages of using Powder Egg compared to Eggs in Shell are:

1. The safest way to consume eggs.2. Guaranteed free from salmonella.3. Guaranteed free from Avian Influenza virus. 4. No Waste.5. Long shelf Life (12 months)6. Consistent high quality that means consistent end products

This pack contains 250 grams which is equals to the liquid 20 medium sized whole eggs.

4.3 Demand & Supply Analysis

20

Resulting from decrees, hygiene orders, energy saving enforcement, quality assurances systems and resolutions modes by world food programs, the consumer market for dry proteins in our country shows an increase of 8% per year by “WHO”.In Dhaka city, the yearly demand of egg is 2,73,75,00,000 among which only 1,89,80,000 eggs are supplied in the market. The deficit is 2,71,85,20,000. We will supply 1,61,60,000 eggs yearly in the market which will decrease the deficit amount by 3,51,40,000 eggs. After our market entrance the deficit amount will be 21,96,30,000 eggs per year.

Yearly demand Yearly supply Deficit Contribution

2,73,75,00,000 1,89,80,000 2,71,85,20,000 1,61,60,000

4.4 Distribution channel

In the figure we show our distribution channel for the dry egg powder or protein powder in the Bangladesh marketing prospect. The figure is given bellow:

21

Figure: Distribution channel of dry egg powder or protein powder in Nestle Bangladesh Limited.

4.5 Sales strategy

The sales strategy and implementation of the dry egg powder or protein powder will be a very straightforward approach to extending our products to potential customers via every cost-effective approach possible. Our product offering is very unique, and allows for more profitability while staying ahead of other industrial distributors in terms of delivery and competitive pricing.  For our customers, this means lower costs.

Factory

Local suppliers

DistributorsDistributionW / H

Outlets

Local Production

Local Packaging

Nestlé’s Partners

80 distributors based on district

level

Nestle has one distribution W/H

End users /Customers

22

4.6 Marketing mix

Before going into deeper we should design the present marketing mix of our new product idea which is represent by Nestle Bangladesh Limited. We will try to figure out the following model :

Figure: Marketing mix diagram for the dry egg powder or protein powder.

4.6.1 Product:

For our new product idea (dry egg powder or protein powder), at first we introduce the three types egg powder which is made by an egg. Nestle also produce these three kinds of egg powder for market coverage in the begging time. Those three products are given bellow:

Whole egg powder.

Product(Protein powder)

Place (Local market)

Price(Lower cost)

Promotion(Mass marketing)

Target Customers

(Whole market)

23

Egg yolk powder.Egg white powder.

4.6.1.1 Product value:

Whole Egg Protein Powder is made of pasteurized egg mass by tower drying and can be preserved over a long time. Formula: 100 g = 8 eggs; 1 kg = 80 eggs. Areas of use: Used as eggs and egg mass in baking and preparing food (mayonnaise, pies, salad dressings, pastas, etc.).Instructions: 250 g of powder mixed with 750 g of water equals 1 kg of egg mass (20 eggs).

4.6.2 Price:

The market of Bangladesh is very much priced sensitive. The major portion of the population is living under the poverty line. In this country per capita income is very low.

So before setting the price of our product we had to consider these factors & after analyzing these factors we set our pricing strategy. The pricing strategy the Egg protein powder would essentially be the market penetration pricing. The basic theme of this strategy is to grabs the major market portion by providing product in lower price.

As we know that, Nestle is a world class food beverage company in the whole world. And we also know that, Nestle products are only for the upper and upper middle class. But in this stage, Nestle is launching this new product in a very lower price for the every level of the class. So, for the first time Nestle is going to start a new business strategy in our country.

This strategy will enable our product to grab the market within a very short time.

1. Market must be highly price sensitive

2. Production & distribution cost must fall as sales volume increases

3. Low price must help to keep competition

Serial No Items Quantity Unit Total Amount

24

Price

1 Egg powder 15000/100gm 125/100g

m

1875000

2 Egg powder 10000/250gm 320/250g

m

3200000

3 Egg powder 10000/500gm 550/500g

m

5500000

4 Egg powder 10000/1kg 1100/1kg 11000000

5 Egg powder 10000/2kg 2000/2kg 20000000

6 Egg powder 500/3kg 2900/3kg 1450000

7 Egg powder 1000/5kg 4500/5kg 4500000

8 Egg powder 500/10kg 8500/10k

g

4250000

   Total     51775000

We are producing three types of Egg Protein Powder. In first year, we started with these three types. We will include other types in future years.

4.6.3 Place:

Selection of place is also a very pivotal step in the success of the organization. Theplace must be right where the customer wants to be, it must be easy assessable and approachable to the customer. Nestlé makes it sure that this product is available at every town of the different districts of the country. For starting this new product Nestlé’s main focus is our Dhaka City. Because the population of the Dhaka city is higher than the any other city in this country and the demanding of the egg is also very high in this city. For this reason, it is quite good for us for establishing our new product idea and also the recognition of the product.

4.6.4 Promotion:

Nestlé is well aware of the importance of the effectiveness of the promotional program. It designs its promotional program using all the

25

available promotional tools. Advertisement plays very important role in promoting the image and name of the company. As a new idea, Nestle will provide or arranging the mass advertising for the “Dry Egg Powder or Protein Powder”. Our promotional activities are given bellow:

Bill-board. Newspaper. Weekly magazine. Free sample distribution. Television advertising. Advertising on the web (www). Transit advertising.

4.7 Competitor

Nestle is world class food beverage company. For this reason, there are many competitors also present. But in this case, we don’t have any direct competitor in Bangladesh. Egg powder is completely a new concept in our country. Nestle is the first company to manufacture and sale the egg powder in our market. So, Nestle is the pioneer in this business. That means there is no exact competitor of this new product idea. Dry egg powder or protein powder is going to be a new food habit for the general people of our country.

4.8 Waste management

Our west product is egg shell. We sold the egg shells to the fish food manufacturing company for extra outcome and also very profitable for this management process or policy.

4.9 Possible product on egg protein powder:

By the procedure the molecular dispersion during the dehydrogenation (withdrawal of water molecules) of organics substances those are manufactured in the following specified products as required and noticing situation with the appropriate prescriptions in the factory:

26

Whole egg. Egg yolk. Egg white. Whole egg for restaurant. Whole egg with sugar for

confectionary & bakery. Whole egg with honey for

confectionary & bakery. Free-cholesterol egg powder.

4.10 SWOT Analysis of the Product

SWOT- Analysis (in proportion to competition):

STRENGTHS WEAKNESSES

The most modern technology Feedback The highest quality Capacity Market position Name recognition

OPPORTUNITIES

THREATS

Example industry Egg producers Market guidance Diseases of hen

Conclusion

27

The “Dry Egg Powder or Protein Powder” is the most nutritious natural product. Eggs are rich in protein, vitamins and minerals. During last three decades, the poultry industry in the country has made remarkable progress and grown into an organization and highly productive industry. That’s why Nestle Bangladesh Limited take this step for providing and also introducing us a quality food. As we know that, the poultry industry in our country is a very strong business and also very profitable. For this reason, we have enough resource and Nestle also use this resources for better consumption. “Dry Egg Powder or Protein Powder” can be stored and transported at room temperatures. It is quite stable and has long shelf life. The manufacture of the “Dry Egg Powder or Protein Powder” is an important segment off egg consumption. There is enough scope of “Dry Egg Powder or Protein Powder” manufacturing plant, with a suitable capacity.

28