Bangladeshi Cuisine
Executive Summary:In this report of Branding a place, we have
chosen to brand Bangladesh through its cuisine. This will be done,
so that a person visiting Singapore for example, can have the same
great Bangladeshi taste in a restaurant, like having food in our
country. This will let people know about Bangladesh in a newer way.
In this report we have tried to present the relevant information
and to relate it with the different branding theories. We have
discussed about the branding strategies to show in what ways
theories actually match and differ with practical works. The report
also contains many of the other topics like the value innovation,
brand sense, leveraging through secondary brand associations
etcMoreover, we have also included the hotel names through which we
are going to launch our brand Bangladeshi Cuisine1.1 Origin
This report was assigned to us by our course instructor, Kashfia
Ahmed, as partial fulfillment of the Brand Management course
objective. It was instructed that we choose any topic associated
with on our given product category which is place. We have analyzed
Bangladesh and created a branding strategy of its Cuisine. The
report is due on 17 April, 2011.
1.2 Objective
The general objective of this report is to exhibit our branding
skills and whether we can apply theoretical knowledge into reality.
We followed the guideline given by our instructor and incorporated
as much as important aspect we could regarding branding.
1.3 Scope
We have displayed how the Cuisine of Bangladesh is perceived and
how this misconception can be changed throughout branding. We have
researched on the given topic and found how significantly its
relays the message of the lifestyle branding. Also we have tried to
create a different image for Bangladesh through its Cuisine.
1.4 Methodology
We have collected all information from secondary source-
websites. This course requires research and a lot of creativity. We
basically sat and thought it out. Pictures are downloaded from
internet.
1.5 Limitations
Since our entire project is based on website information we
cannot concretely stand by the authenticity of the report. Also the
format had posed as a tremendous barrier to the smooth finishing of
the report. We had a time constraint so we could not entirely do
what we wanted to.
2.0 Rationale for Product Selection:
Out of different topics, we have selected Place Branding as a
topic for our Brand Management course. Lucky enough for us, place
is a topic that has different dimensions. If cleverly thought, we
can do wonders with it, yet it is one of the most challenging
topics. After going through innumerable options, we finally picked
Bangladesh through cuisine as our topic of interest. We have
filtered out our choices in this way. Here, we try to make a place
in the peoples mind about the cuisine of Bangladesh. Our choice is
not based on any random thought or intuition but clearly identified
rationales, and this is our filtration process:
1. Spreading the name of Bangladesh through cuisine: Branding
has different dimension and here we are doing place branding
(Bangladesh) through cuisine. When different people will experience
Bangladeshi cuisine in various place of the world, they will get
different flavor of food and with these people the name of
Bangladesh will spread in haste.2. Differentiate Bangladeshi
Cuisine from any other cuisine (specially India): There are various
types of cuisine available in the world. Some of them like the
Indian, Thai, Chinese, French, Mexican, Italian, Lebanese cuisines
are very popular. Bangladeshi cuisine is available in various
countries; but the problem is, it is not recognized as Bangladeshi
cuisine most of the times. It is often found that, people cannot
differentiate between Bangladeshi and Indian cuisine. Choosing this
topic was mainly to make a proper distinction and set a strong
Brand of Bangladeshi cuisine. 3. . Targeting the most attractive
consumers: Here we have chosen Bangladeshi cuisine especially for
those people who are doing business in various countries. This is
for the reason that these people travel to many countries and stay
in various hotels where many different types of cuisines are
available. We are also targeting the pleasure tourists who are
visiting the luminous hotels for pleasure and relaxation. Actually,
we have started branding our cuisine through five star hotels,
restaurants and targeted the most attractive consumers relating to
this sector.4. Uplifting the food culture of Bangladesh: Food is
one of the basic cultural components of a country. Bangladeshi
people are very much fond of foods and they innovate and improvise
various delicious foods from the very ancient period. Delicious and
spicy foods made from fresh ingredients are the main attraction of
Bangladeshi food culture. Now it is the 21st century and thus the
high time that we uplift this food culture to the stage of the
world. 5. Exposing Bangladeshi cuisine to multi-cultural people:
Multi-cultural people are available in the five star hotels or
restaurants. They are usually ready to take changes, financially
solvent and come from different countries. As a reason, most of the
time, these people try to do taste various cuisine in these hotels.
Therefore, the hotels are the places where we can get
multi-cultural people at the same time. So, by these hotels, we
want to expose Bangladeshi cuisine to the multi-cultural people and
can give the prospect of Bangladesh in a different way. .
3.0 SWOT Analysis:SWOT analysis is a strategic planning method
used to evaluate the Strengths, Weaknesses, Opportunities, and
Threats involved in a project or in a business venture. It involves
specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable
and unfavorable to achieve that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford
University in the 1960s and 1970s using data from Fortune 500
companies.
A SWOT analysis must first start with defining a desired end
state or objective. A SWOT analysis may be incorporated into the
strategic planning model. Strategic Planning has been the subject
of much research.
Strengths: characteristics of the business or team that give it
an advantage over others in the industry.
Weaknesses: are characteristics that place the firm at a
disadvantage relative to others.
Opportunities: external chances to make greater sales or profits
in the environment.
Threats: external elements in the environment that could cause
trouble for the business.
Identification of SWOT is essential because subsequent steps in
the process of planning for achievement of the selected objective
may be derived from the SWOT.
First, the decision makers have to determine whether the
objective is attainable, given the SWOT. If the objective is NOT
attainable a different objective must be selected and the process
repeated.
Strengths: Bangladeshi food culture.
Diversity of spicy and sweet foods experiences
High level of awareness and profile in international markets
Exciting food taste which only can ensure through Bangladeshi
cuisine
Promising food industries of Bangladesh will represent the
country to the whole world.
Reputation of Bangladesh will increase in near future if branded
that way
Attractiveness for various foods will increase the tourism in
Bangladesh
Value chain support for cuisine development
Spicy and sweet foods.
Comparative value pricing for the cuisine
Famous hotels and Restaurants.
Fresh food ingredients
Cross Cultural Diversity
Food Variety
Weaknesses:
Misperception of cuisine with Indian foods.
Limited target customer at the very beginning
Limited raw materials in foreign countries.
Limited awareness about Bangladeshi cuisine
Reliance on famous hotels in various countries.
Legal issues. Opportunities: Different taste of Bangladeshi
cuisine
Promote Bangladesh with a new feature.
Integrated food variety in a cuisine
Famous hotels and spokesperson linkage
A proactive events strategy
Growth of leisure food industry in national and international
market
Niche market development
Real Bangladeshi food experiences
Destination management approach to tourism planning in
Bangladesh.
Increased awareness of Bangladeshi food experiences
Emphasizing the link between lifestyle and food experience
Greater sophistication in body corporate management
Exporting raw materials to develop the cuisine from
Bangladesh
Food industry upgrade.Threats: Uncoordinated approach from
hotels or restaurants High volume, low yield markets
Failure to manage the exporting the materials from our
country.
Absence of real taste of Bangladeshi foods
Confusion regarding of hotels management
Community concerns about cuisine
Choice of menu
Remaining competitive to relation to other cuisines
Lack of preservation of Bangladeshi cuisine from others
(specially Indians)
All we have to do is take grasp of the opportunities and hold on
to the strengths and let go of threats and weaknesses.4.0 PEST
Analysis: As we know when a company/product/service enters the
international market it has to face a set of uncontrollable
elements along with the local factors.
These factors are:
4.1Competitive forces: When Bangladeshi cuisine will enter a
foreign country it will have to compete with the local cuisine and
also the other international cuisines available in that country.
Due to globalization a certain cuisine is not only available in its
origin country but in almost every part of the world. So we can say
that our cuisine will have to face many competitors in each
country. Our biggest competitor will be the local cuisine as many
consumers only prefer their local food and usually do not try
foreign cuisines; we have to encourage these people to try out our
cuisine. Some cuisines like Chinese, Indian and Italian are already
very established in the international market. It will be hard to
compete with these established cuisines and create a suitable
position for our cuisine in the consumers mind. We can even
consider snack food items as our competitor as they are capable of
satisfying ones need for food. As consumers have so many options
available it will be tough to gain their attention. Once we create
a customer base it also require a lot of effort and luck to retain
them as there are always some new food that is available for them
to try out.
4.2Level of technology: As the food industry does not require
heavy or complicated machineries, the level of technology is not a
concern for us. 4.3Structure of distribution: This is probably one
of the most vital factors. We need to make sure we chose the right
outlets (hotels) for our cuisine. If we do not choose wisely then
we will not be able to spread/distribute our cuisine effectively.
The outlets (hotels) also have to accept us and help us to promote
our cuisine. It will not be possible to promote our food
successfully if the managers and employees are not dedicated
towards our cuisine.
4.4Geography and Infrastructure: This element does not have much
chance to work against us, as we have chosen the different hotels
that offer multi cuisines in the restaurants
4.5Cultural forces: Each nation has their unique cultural values
which are totally different from others. Some nations are more
conservative compared to others. They tend to stick to the old
tradition and avoid trying new and unknown things. For example
Japanese consumers have less chance of trying our cuisine compared
to Americans, who are more outgoing and not afraid to try new
things. Many countries are more nationalist and only try to consume
their own products; it will be hard to encourage these people to
try our cuisine. Also food preferences may vary a lot from country
to country, so not everyone will be able to adopt our cuisine. So
how good our cuisine will do in a nation to an extent depends on
how accepting they are in nature.
4.6Political/legal forces: The government might try to charge
more tax or set some other restrictions if a foreign product
becomes too popular and harms the local industry. But as we are
planning to distribute through 5 star hotels (co-branding), the
government probably would not be bothered by our cuisine.
4.7Economic forces: The more earning power a nation has, the
more they will spend on food, especially on foods available in 5
start hotels, which requires a fat wallet in the pocket. If a
country is going through a recession it will sure affect the sales
of our cuisine.
5.0 Segmentation:
This means dividing the market according to some criteria. This
is done because it is never possible to satisfy every individual at
the same time. Otherwise, the procedure becomes impractical by
becoming time consuming and consequently costly. That is why, in
case of Mass Market one product is used to satisfy a group of
peoples need. We thus divide the whole market into Market
Segments.
5.1Types of Segmentation:
There is no single way to segment a market. A market has to try
different segmentation variables, alone and in combination to find
the best way to view the market structure. We have analyzed the
following types:
Geographic
Demographic
Psychographic
Behavioral
5.1.1Geographic Segmentation:
Since we are branding a place through cuisine geographic
segmentation is more or less important to us. What we do here is,
we significantly give emphasis to some business oriented places. We
are targeting the business people who are multicultural and visit
these places very frequently. We also gave priority to those places
where people visit for their pleasure and relaxation. The given
following places are emphasized:
Hong-Kong: One of the special administrative regions of the
Peoples Republic of China. It is one of the leading international
financial centers in the world and has a major capitalist service
economy characterized by low taxation and free trade. It has many
of the buying houses there and the currency and is the ninth most
traded currency in the world. That is why, many of the business
meetings are held in Hong Kong. Different types of business people
travel here for their own businesses and so, Hong-Kong is one of
the main choices for branding our cuisine. Kuala Lumpur: The
capital and the largest city of Malaysia. Like our country, the
city has most of the countrys population. In the 90s, the city has
hosted many of the international sporting, political and cultural
events including the 1998 Commonwealth Games and the Formula One
World Championship. In addition, Kuala Lumpur is home to the
tallest twin buildings in the world, the Petronas Twin Towers,
which have become an iconic symbol of Malaysia's futuristic
developments. It is the fastest growing metropolitan region in the
country, in terms of population and economy. So, we enlisted Kuala
Lumpur for our branding.
Dubai: One of the seven emirates of the United Arab Emirates
(UAE). It is located in the south of the Persian Gulf on the
Arabian Peninsula and has the largest population with the
second-largest land territory by area. Today, Dubai has emerged as
a global city and a business hub. Although Dubai's economy was
built on the oil industry, currently the emirate's model of
business, similar to that of Western countries, has driven its
economy, with the effect that its main revenues are now from
tourism, real estate, and financial services. Dubai has recently
attracted the worlds attention through many innovative large
construction projects and sports events. Manila: The capital of the
Philippines. It is one of the sixteen cities comprising Metro
Manila. Manila is the most densely populated city in the world.
Many of the scientific and educational institutions, as well as
numerous sport facilities are situated here. These make the city a
major political, commercial, cosmopolitan, cultural, educational,
religious, and transportation center of the Philippines. Melbourne:
The capital and most populous city in the state of Victoria, and
the second most populous city in Australia after Sydney. Today, it
is a centre for the arts, commerce, education, entertainment,
sports and tourism. It is the birthplace of cultural institutions
such as Australian film (as well as the world's first feature
film)Australian television, Australian rules football, the
Australian impressionist art movement (known as the Heidelberg
School)and Australian dance styles (such as New Vogue and the
Melbourne Shuffle).It is also a major centre for contemporary and
traditional music. It is often referred to as the "cultural capital
of Australia". New York: A state in the Northeastern region of the
United States. It is the nation's third most populous state. It is
known for its status as a financial, cultural, transportation,
manufacturing center and for its history as a gateway for
immigration to the United States. According to the U.S. Department
of Commerce, it is also a destination of choice for many foreign
visitors. Also, most of the Bangladeshis live in this State of the
country.
London: Situated in England and the capital of the United
Kingdom. It is the largest metropolitan area in the United Kingdom
and the largest urban zone in the European Union. London is a
leading global city, with strengths in the arts, commerce,
education, entertainment, fashion, finance, healthcare, media,
professional services, research and development, tourism and
transport all contributing to its prominence. It is the world's
largest financial centre alongside New York; has the largest city
GDP in Europe and is home to the headquarters of more than 100 of
Europe's 500 largest companies. It has the most international
visitors of any city in the world. Londons Heathrow is the world's
busiest airport by number of international passengers. Amsterdam:
The capital and largest city of the Netherlands. Amsterdam was one
of the most important ports in the world during the Dutch Golden
Age, a result of its innovative developments in trade. During Dutch
golden age, it was the leading centre for finance and diamonds. It
is the city which is the financial and cultural capital of the
Netherlands. Johannesburg: The largest city in South Africa by
population. The city is the source of a large-scale gold and
diamond trade, due to its location on the mineral-rich
Witwatersrand range of hills. Johannesburg is served by O.R. Tambo
International Airport, the largest and busiest airport in Africa
and a gateway for international air travel to and from the rest of
Southern Africa. Brussels: The capital of Belgium and of the
European Union (EU). It is also the largest urban area in Belgium,
comprising 19 municipalities, including the municipality of the
City of Brussels, which is the capital of Belgium, in addition to
the seat of the French Community of Belgium and of the Flemish
Community. Since the end of the Second World War, Brussels has been
a main center for international politics. Hosting principal EU
institutions as well as the headquarters of the North Atlantic
Treaty Organization (NATO), the city has become the polyglot home
of numerous international organizations, politicians, diplomats and
civil servants. Rome: The capital of Italy. In 2007 Rome was the
11th-most-visited city in the world, 3rd most visited in the
European Union, and the most popular tourist attraction in Italy.
The city is one of Europe's and the world's most successful city
"brands," both in terms of reputation and assets. Its historic
centre is listed by UNESCO as a World Heritage Site. Monuments and
museums such as the Vatican Museums and the Colosseum are amongst
the world's 50 most visited tourist destinations with the Vatican
Museums receiving 4.2 million tourists and the Colosseum receiving
4 million tourists every year. Abu Dhabi: The capital and the
second largest city in the United Arab Emirates. Abu Dhabi lies on
a T-shaped island jutting into the Persian Gulf from the central
western coast. Its rapid development and urbanization, coupled with
the relatively high average income of its population, has
transformed Abu Dhabi to a larger and advanced metropolis. Today
the city is the country's center of political, industrial
activities, and a major cultural, and commercial centre due to its
position as the capital. One of the world's largest producers of
oil, Abu Dhabi has actively attempted to diversify its economy in
recent years through investments in financial services and tourism.
Abu Dhabi is the second most expensive city for expatriate
employees in the region, and 50th most expensive city in the world.
Fortune & CNN stated that Abu Dhabi is the richest city in the
world.
Explanation:
When we talk about branding a place it is inevitable that we
will be targeting tourists and there is nothing to talk about
geographic segmentation. But apart from tourists we want to give
first priority to the business people. We want them to get hold of
their conscience and they will preserve the iconic value with which
they rise and sleep. These people will spread out the whole world
and will say about the cuisine of Bangladesh. Thus our countrys
name will spread out in front of the whole world with a new
dimension. And thus our branding takes its action!
5.1.2Demographic Segmentation:Demography means study of
population based on some statistics. Demographic factors are the
most popular bases for segmenting customer groups. They are also
easier to measure than other types of variables. Even when market
segments are first defined using other bases such as benefit sought
or behavior, their demographic characteristics must be known in
order to assess the size of the target market and to reach it
efficiently.
We have looked into the following points:
Age
Gender
Income
Occupation
Age:
Age is one of the main parts of demographic segmentation.
Although we are branding Bangladesh through cuisine, so we have
targeted mainly 25-50 years old people. The reason for choosing
this segment is, the largest number of business people and tourists
fall in this age basket.
Gender:
Gender is another issue of demographic segmentation. Here our
product is mainly food, so we have no reason to discriminate among
gender. Both male and female is our target customer. We prefer both
of them for our Bangladeshi cuisine.Income Level:
Income level is very important for our branding. Without a good
level of income it is usual that people cannot have savings, and
without savings people cannot go for pleasure tours. So, when we
target business people, we already expect that these people are of
good level of income. Basically, we target those people whose
monthly income is more than 1/2 lakhs taka (BD). The simple
psychology working behind this is that, the people who have enough
money are likely to travel to different countries and because they
also like variation in taste they try new and different foods.
Therefore, they will not hesitate to taste Bangladeshi Cuisine.
Occupation:
Occupation has much significance in our place branding for
Bangladeshi Cuisine. Here we have mainly targeted the business
people who are frequently visits various places for the purpose of
their businesses. Explanation:Demographic segmentation is important
to know the structure of our target market. It is to know what type
of people we are about to deal with, in order to develop branding
strategy accordingly. When branding a place, utility, functions and
attributes are not given much thought. We emphasize on emotion and
brand senses. Place is for every one of every age group, every
gender, every occasion, every income group to let explore. The fun
lies in the way how these different people perceive and explain
these places in their own ways. But at the end of the day the
equation gets completed when we see we have successfully branded
Bangladeshi cuisine and people loved the taste of it and come to
Bangladesh for getting real taste of Bangladeshi cuisine.
5.1.3Psychographic Segmentation:
This is the core point that we are concentrating on.
Psychographic segmentation groups customers according to their
lifestyle. Activities, interests, and opinions (AIO) surveys are
one tool for measuring lifestyle. Some psychographic variables
include:
Activities
Interests
Opinions
Attitudes
Values
Taking all into one account we can say that Bangladeshi cuisine
will offer a new taste of cuisine and people will remember
Bangladesh for its unique cuisine.
The broader points include:
Social Class
Personality
Lifestyle
Our entire branding is based on Psychographic segmentation. We
are going to present Bangladesh in front of the whole world with a
new dimension-in a newer way by our branding Bangladeshi
cuisine.5.1.4Behavioral Segmentation:
On behavioral segmentation we have considered those people who
are love tourism and who are doing business in various countries.
One common behavior of all these people is they all love to taste
the fresh spicy foods.
6.0 Targeting: The targeting is on two types of people:
Business people:
In this category, we prefer those people who are doing business
in various countries. The main and simple reason for selecting this
group is their financial solvency. As, they taste new and different
foods, they can easily taste Bangladeshi cuisine and if they like
its taste they will definitely search for this in other countries.
On the other hand, these people are naturally very much jovial and
they love to share their experiences with others. So there is a
huge possibility that they be potential marketing channels for our
branding. The name Bangladesh could spread through its
cuisine.Pleasure Tourists:
Tourism is traveling for recreation, leisure or business. World
Tourism Organization defines tourists as people who "travel to and
stay in places outside their usual environment for more than
twenty-four (24) hours and not more than one consecutive year for
leisure, business and other purposes not related to the exercise of
an activity remunerated from within the place visited."
So, various types of tourism is presently done by the people.
But we are only targeting people who are traveling only for their
recreation and relaxation. The main purpose of selecting these
people is a bit different. Tourists always like to experiment the
different taste of foods. As because, we are promoting a brand with
a different style (through cuisine), so these people would love to
taste our cuisine and if they are fond of fresh spicy foods.
Through the fondness of these people in future the whole world can
recognize Bangladesh for its cuisine.7.0 Brand Elements:Brand
ElementsBrand elements, sometimes called brand identities, are
those trademark able devices that serve to identify and
differentiate the brand. For branding Bangladeshi food we have
chosen the following brand elements:Brand Name: Bangladeshi
CuisineThe brand name is a fundamentally important choice as it
often captures the central theme or key associations of a product
in a very compact and economical way. Brand names can be an
extremely effective shorthand means of communication. For branding
Bangladeshi Food, the name is kept simple i.e. Bangladeshi Cuisine
the meaning of which is self-explanatory.Logo:A logo is an iconic
symbol, graphic mark or emblem designed to represent a company,
product or service. It also depicts an organization's personality.
Set in a special typeface, it is a graphic element, symbol, and
icon of a trademark or brand, which are shapes, colors, fonts and
images usually different from others in a similar market. The logo
Designed for Bangladeshi Cuisine:
Compatible with Image- Bangladeshi Cuisine, the vision of spicy
food ticks in the mind first, it maybe the hotness or aroma of
spices. Nothing depicts these characters of spices other than a red
chili. And by tradition no meal is complete without a Khili of Pan
i.e. a betel leaf stuffed with betel nut and sweet fragrant spices.
Simple- only two elements, betel leaf which symbolizes B for
Bangladeshi and a chili which symbolizes C for Cuisine used in.
Unique and recognizable- Very bold colors used, can be
recognized easily with Bangladeshi National Flag
Typography- a unique calligraphy is solely done for this logo to
ensure a distinctive character, carry the savviness and weight. The
width and proportion is placed in a way that it can be read even if
the logo is minimized. Here we ignored the typeface factor for
computer operating systems. Because this typeface is added as
graphic part in the logo.
Logo in Black & White- the logo can be clearly recognized in
a grey scale format. So no problem will be faced for faxes or make
black and white prints. Number of Colors- Two basic colors, Red and
Green are used.
Color:
Green and Red are colors by which the world identifies
Bangladesh. So when we were thinking about designing a logo for
branding the cuisine nothing else came in our mind other than the
elegant green and stunning red. Green is the color accepted widely
for its peacefulness and closeness to nature, serene appeal, giving
the feel of delicacy and red is for the strength and life, the most
distinctive color on a plate symbolizing the boldness of our
cuisine.
SLOGAN:Worship Your Appetite
Worship is a word used for a state of highest respect and
admiration. Food is a basic need for every living being, but here
in Bangladesh, cooking food is not only considered as a daily work
but as a form of art. Cooking here is not like preparing fast
foods. Cooking are usually time consuming and mostly concentration
consuming. Cooking here are said to be done by blending love and
attention to achieve the perfect look and taste. This is probably
why, food here can grab attention and be praised instantly.
Not only the preparation but the servings are also part of
culture. Bangladeshis only do not love to eat but also to treat.
Food is a major sign of hospitality and accounted as a very
important part to entertain guests. It is also another way how
respect is shown.
Bangladeshis take these sets of great delicacies tummy full
quite a number of times in a day. Food is a part very close to
their heart, mostly in a form of belief. Thus fulfilling their
desire is very important to them when, in case of appetite.
Ensuring the Brands Elements Regarding:
Brand Elements
Choice CriteriaNameColorLogoSloganJingle
1.Memorability
2.Meaningfulness
3Likability
4Transferability
5.Adaptability
6.Protect ability
*Criteria number 1 and 3 is gathered from the group members
family and friends opinion
*Criteria number 4, 5 and 6 is checked by searching online.
8.0 Differentiate or die: No matter what you are selling your
product must have some uniqueness to survive in the market. As
competition is increasing day by day you must provide some reasons
why should customer go for your product not for others. In this
battle of brands the solution is unique selling proposition. You
can make differentiation through many ways:
Differentiation via attribute
Differentiation via how its made Differentiation via being first
Differentiation via the latest Differentiation via leadership
Differentiation via specializationFor Bangladeshi cuisine to
distinct it from other cuisine we are focusing on following
differentiating factors: Differentiation via attribute
(Spicy):Bangladeshi food has its distinct taste and character
especially the variety of curry dishes. A taste appealing blend of
wonderful and fragrant spices keep the customer to have it more.
Bangladeshi food varies between very 'sweet' and mild-to extremely
spicy. The most important flavors in Bangladeshi cuisine are
garlic, ginger, lime, coriander, cumin, turmeric and chili. In
sweet dishes, cardamom and cinnamon are amongst the natural
flavors. Mustard paste, poshto poppyseed), dhonia (coriander, seeds
and leaves) and narikel (ripe coconut usually desiccated) are other
common ingredients. 'The pch poron is a general purpose spice
mixture composed of radhuni (Carum roxburghianum seeds), jeere
(cumin), kaalo jeere (black cumin, also known as nigella), methi
(fenugreek) and mauri (anis). This mixture is more convenient for
vegetarian dishes and fish preparations.Differentiation via how it
is made (Cooking Style):
Bengali food was heavily influenced by both South Asian and
foreign countries but now the Bangladeshi food recipes have their
own exotic traditional style and honor. Bengalis, spend not only
the great deal of time thinking about the food but also on its
preparation and eating. Mustard paste, poshto poppyseed), dhonia
(coriander, seeds and leaves) and narikel (ripe coconut usually
desiccated) are some common ingredients which make the preparation
different. 'The pch poron is a general purpose spice mixture
composed of radhuni (Carum roxburghianum seeds), jeere (cumin),
kaalo jeere (black cumin, also known as nigella), methi (fenugreek)
and mauri (anis). This mixture is more convenient for vegetarian
dishes and fish preparations.
Differentiation via the latest (Mocktail Bar):
The latest in Bangladeshi cuisine is Mocktail bar, different
from the bars which provide alcoholic drinks. This also makes
Bangladeshi cuisine different from other cuisines all over the
world. In Mocktail bar you will find drinks of different flavor and
colors which are non alcoholic.
Differentiation via specialization (Desert):
Bangladeshi cuisine has a rich tradition of sweets. There are
different renowned sweets of different regions of Bangladesh.
Sandesh, (a milk based dessert), Zarda (sweetened rice with sugar,
ghee and colour), Firni (rice flour cooked in milk with sugar and
flavouring), Rasgolla and Kalojam-two popular milk-based desserts
(made with sugar, flour and ghee), Rosh Malai (round sweets
floating in thick milk), Peetha (a blanket term for cakes or
pastries including specific varieties) such as Chitoi, Dhupi,
Tokti, Andosha, Bhofa Puli and Poa are common and popular sweet
items. Most Peethas are sweet but a few are hot. There are also
seasonal peethas. With a vast range of variety in desserts
Bangladeshi food cuisine can specialize in it and differentiate
from others.
9.0 Brand Sense: Bangladeshi Cuisine is a provider of tasteful
food which gives the impression of a whole Bangladeshi taste and
sense of taste. Bangladeshi cuisine is a brand which will increase
the impression and the brand image of Bangladesh as a country as
well.
In our branding strategy we have learnt about brand sense. We
have five sensory systems for an individual. For branding strategy
for Bangladeshi Cuisine we can apply brand sense in a broader way.
Brand sense can be applied in such a way:
SIGHT:
1. Colorful seat
2. Beautiful image of Bangladeshs nature on the wall
3. Pictures of Foods
Bangladeshi Cuisine will provide spectacular arrangement of
seats for the Tourists and the Business Travelers. We will have
comfortable seats with comfortable armrest. Interior of the Cuisine
will be well decorated with Natural Pictures, Food pictures, and
some other tools. There will be a television which will frequently
show the Beautiful nature and scenes o Bangladesh.
SMELL:
1. Food Smell
2. Air freshener
3. Natural Smell
With a comfortable feeling inside Cuisine Customers will enjoy
feel it like home. There will be air conditioned space inside with
a particular branded air freshener used which will lead the
Customers to feel something more in their mind. Besides there will
be a natural smell which will create impression on customers mind
that they are having fresh and natural food. FEELINGS:1. Comfort
ability
2. Heavenly
After finishing the business work or after visiting the
beautiful places they will come to our cuisine to refresh
themselves. And they will have the heavenly feeling as well as he
feeling of nature. They will obviously feel comfortable.
HEARING:1. Music system
Bangladeshi Cuisine will provide mp3 sound system so that
visitors can hear as their wish of verities of songs. We will
arrange the decoration considering the need of the visitors. They
will hear the Bangladeshi folk songs, adhunik songs, band songs as
well. Our mission is to provide them the feelings like home so that
they can never think different other than home.
TOUCH:
1. Comfortable seat.
2. Internet
3. Album attached with pictures
4. Map of Bangladesh
There will be arrangements of a small library, for the
entertainment purpose. Our visitors will be able to have a sight of
Bangladesh through the map and album of the pictures, book
describing the history of Bangladesh. We will have aid box for
emergency situation. The visitors will have the internet access
there as well. We can promise that the visitors will feel comfort
ever than before they have had in any other places. 10.0 Blue ocean
strategy:Blue oceans denote all the industries not in existence
todaythe unknown market space, untainted by competition. In blue
oceans, demand is created rather than fought over. There is ample
opportunity for growth that is both profitable and rapid. In blue
oceans, competition is irrelevant because the rules of the game are
waiting to be set. Blue Ocean is an analogy to describe the wider,
deeper potential of market space that is not yet explored.
The corner-stone of Blue Ocean Strategy is 'Value Innovation'. A
blue ocean is created when a company achieves value innovation that
creates value simultaneously for both the buyer and the company.
Theinnovation(in product, service, or delivery) must raise and
create value for the market, while simultaneously reducing or
eliminating features or services that are less valued by the
current or future market.
The Strategy is to move from Red Ocean to Blue Ocean:Red Ocean
StrategyBlue Ocean Strategy
Competing in existing market space.Create uncontested market
space.
Beat the competition.Make the competition irrelevant.
Exploit existing demand.Create and capture new trade-off.
Make the value cost trade-off.Break the value-cost trade
off.
Strategic Move-Bangladeshi Cuisine:
The Eliminate-Reduce-Raise-Create Grid:Eliminate
The idea of relating it to Indian Food
Frozen Curries
Raise
Serving Decoration
Salads and Leafy VegetablesDesserts
Mouth Freshener
Reduce
Over cooked-deformed shape vegetables
Sugar in desertsCreate
Mock tail Bar
Sophistication
Healthy combination
Ambience
Eliminate:
The Idea of relating it to Indian Food- this is the first point
which should be kept in mind. The names of the dishes should be
named as it is in Bangladesh. For example, the very popular dessert
Jilapi should be termed Jilapi not Jilebi. Even saying that the
cuisines have similarities must also be avoided
Frozen Curry- no frozen dishes, not even the very rare Shorshe
Ilish, otherwise it will ruin the total incentive of having Paddar
Illish (hilsha from the river Padma).
Reduce:
Over Cooking- Bangladeshis cook their food very soft and easy
edible way. But doing that at a time may come up with discolored,
deformed even mashed food, losing the juiciness especially of meat.
So that should be reduced as much as possible. Sugar- all around
the world, different culture have different mouth watering
desserts. There is no exception with Bangladeshi cuisine, as well.
Although we are unique in preparing sweets, most of our target
belongs to cultures that have desserts rich with cream and milk,
but our specialty is in sugar craft. People try once, but to retain
them in liking, we should consider reducing over sweetness we
usually use in our desserts.
Raise:
Serving decoration- decorating and arranging a meal in a
artistic manner creates visual appeal towards a food.
Salads and Leafy Vegetables- People nowadays have become health
conscious, alongside fries, curries and rich food the salads should
be introduced using distinctive Bangladeshi fruits and vegetables
with dressings made from Bangladeshi herbs and spices. Apart from a
menu only containing rich food, we will add different types of
leafy vegetables cook in verities of ways. Desserts- There is
verities of sweets available in different parts of Bangladesh. We
should make the hotel consider on keep them available in their
stock, not forgetting the handmade cakes. Mouth Freshener-
foreigners especially from other continents worry about the strong
aromas we have in our foods. So the typical Bangladeshi mouth
fresheners like betel leaf, souf, lime water etc. should
consciously be added to the cuisine.
Create:
Mocktail Bar- this is something new added ever to a cuisine. We
all have heard of bars, serving alcoholic drinks. But having a
large portion of Muslims and Hindus living in Bangladesh, our
culture excludes having alcoholic drinks. However, plenty of
non-alcoholic drinks are made every day in home and streets of
Bangladesh. These drinks are of different tastes, flavors and
colors. Most of the times, only one or two are added to the food
menus, if not ignored all of it. But this time we have decided to
add these super delicious drinks to our cuisine.
Sophistication- the presentation, cost and ambience will be
created to give the feeling of delicacy and sophistication.
Healthy combination- the cuisine will include 5 basic categories
of food required for healthy living. Ambience- applying the brand
sense theory, we have considered on giving attention to the
restaurant atmosphere. The restaurant will have fresh, peaceful and
joyous environment.The tree tires for non-customers of Bangladeshi
Cuisine:
First Tier: Soon-to-be noncustomers who are on the edge of
Bangladeshi Cuisines market, waiting to jump ship. They are out
target; they be will intentionally exposed to our product i.e.
Bangladeshi Cuisine.
Second Tier: Refusing noncustomers who consciously choose
against Bangladeshi Cuisines market. They belong to the low income
group who are not exposed to experiment different cuisines, not
available to them.
Third Tier: Unexplored noncustomer who are in markets distant
from Bangladeshi Cuisines. Here we are thinking about the homes
cooks who prepare meals for their own families.11.0 Value
Delivery:According to Michael Porter of Harvard, value chain is
synthesis of activities performed to design, produce, and market,
deliver and support its product. He suggested that there are total
09(nine) value-creating activities which consists of five primary
activities and four support activities. According to the model, our
primary activities are described below: Inbound logistics: Here we
are going to take our raw materials from the local markets. It can
be mentioned that inbound logistics is mainly the fresh foods
ingredients which will be collected from local markets. Hotels
supply chain department will ensure the inbound logistics for
creating the brand value for Bangladeshi cuisine. Operations: In
the operations, our selected hotels will play the main role
because; our brand value is somehow tagged with the brand value of
the hotel. On the other side, our brand will be operating in
various countries through this hotel. So, operation will play a
great role to build the strong Brand Equity. Outbound logistics:
Outbound logistics mean how our brand will reach our customers. We
have described earlier that hotels are mainly our outbound
logistics. Like: Marriot, Westin, Four seasons, Serena, Sheraton
will play outbound logistics for our brand. Marketing and sales: In
this section, hotels sales and marketing departments will be
responsible. But supply chain management department will ensure
these marketing and sales activities. Like: when the advertisement
will telecast or when the promotional activities will lounge in the
market, which advertisement firm will do the promotional activities
or which people could be involve doing this job ----all these will
be ensured from supply chain management department. Service:
Service is the last but not the least part of the main primary
activities. Here, value chain will ensure that our cuisine is
available in the hotels. On the other hand, hotel will provide
service with their full effort so that our brand will get the same
honor as well as other cuisine. And only service can create another
positive impression in the peoples mind.Now we will discuss about
the support activities of our branding. Here it needs to mention
that Bangladeshi cuisines success depends not only on how well each
department performs its work, but also on how well the various
departmental activities are coordinated to conduct core business
process.
Support activities procurement, technology development, human
resource management and firm infrastructure are handled in certain
specialized departments, as well as elsewhere. Several departments,
for example, may do procurement and hiring. The firms
infrastructure covers the costs of general management, planning,
finance, accounting, legal and government affairs. So, for the
branding of Bangladeshi cuisine the support activities will help a
lot to promote its frame. And on the other side, if we consider
about the raw materials and other things which will represent our
brand value then these support activities will play a vital
role.12.0Value proposition:Value proposition for the Bangladeshi
cuisine will be the items which we are offering to our visitors.
Kheer, Biryani, Samusa, Achar, Fuchka, Peetha, Luchi and Paratha,
Spicy Dishes, Paan and many other dishes will be offered to the
visitors of our cuisine. These items themselves have their images
throughout the whole world and thus these will nurse the value of
our cuisine.
A look at the different kinds of Bangladeshi food!!
KheerThis word is derived from Ksheer which means Milk
It is an essential dish in many Hindu and Muslim feasts and
celebrations. It is traditionally made with rice. It is sprinkled
with cashews and raisins, served in most festive occassions, such
as Weddings,Eids, Pujas, etc. Although while sugar is commonly
used, adding gur makes it tasty too.
Asimilar dessert is called Pheerni.BiryaniThe word biryani is
derived from a Persian word which means fried or roasted. There are
many kinds of biryanis and each has uniqueness about it. This dish
is made from a mixture of spices, rice, meat or vegetable and
yogurt. The spicesused in this foodare what contribute to the
taste. Therea saying onlyfew people can makethis difficult
dish.
It is taken as a main course and weddings in Dhaka are
incompletewithout this meal.
Bangladeshi biryani is the mostwell known biriyaniin countries
outside Asia.The triangular pieces of magicShingaraStreet pushcarts
and roadside vendors sell their delicious shingara to passerby who
enjoys immediate gratification from these statisfying snacks. As it
is cheap, anyone can grab one whenever hungry. Shingaras are fried,
traingular in shape filled with meat, vegetables, potaoes and
sometimes cheese. It is often made in homes in Bangladesh. It is a
fantastic snack to be served hot with sauce or chutneys in the
evenings and often the most favorite one to complement a cup of
tea.Achar(Pickles)
Different regions make different styles of achar. Achar commonly
are made from mango, olive, plums, lemon,garlic and even chilli.
Depending on the region and the intended use, achar can be sweet
and spicy. It is enjoyed with the main dishes but also go with
breads and other dishes to add a new dimension of
flavor..Fuchka!!!!Served with sour tamarind juice, fuchkas are
crispy crusts with pulse and potato fillings. It is one of the most
popular snacks among the urban people of Bangladesh. It is very
rare to find a person who does not like the taste of this crispy,
spicy snack.
Nowadays fuchkas are available in many of fast food shops, but
the best ones are still from the push-cart sellers.
Recently, fuchkas are also served in Gaye Holuds in weddings. It
is considered as a classy item in these occasions. And the best
part is, because of the ingredients used it is available throughout
the year!!
PithaOne of the main attractions of Bangladesh in winter is
Pitha. It is a traditional sweet food item for people of every age.
Different types of pithas are made throughout the year. But some of
the bests are still made in winter and best time to have it is
inwinter morning, when it can make one feel warm!
Some very delicious and popular pithas are Chitoi, Dudh Chitoi,
Bhapa,Patishapta Chui Puli etc.
Village girls and women make different shapes and designed
pithas. It is called Nakshi Pitha. Generally different kinds of
Nakshi Pitha are served in the weddings.Luchi andParathaWhile rice
forms the basic staple of Bangladesh, bread is often a part of a
meal.
A luchi is deep-fried flat bread made of wheat flour. A typical
luchi will measure 4-5 inches in diameter. They are usually served
with curries or gravies.
A paratha is also flat bread that originated in the Indian
subcontinent. It is made with wheat flour, pan fried in ghee or
cooking oil, and sometimes stuffed with vegetables, such as boiled
potatoes or cauliflower andpaneer. A paratha, especially a stuffed
one can be simply with a blob of butter spread on top but it is
best served with pickles, or thick spicy curries of meat and
vegetable. Some people prefer to roll up the paratha into a tube
and have it with tea, often dipping the paratha into the tea.
Lassi: the refreshing yoghurtmilk!!
Lassi is a favorite drink in Bangladesh. It is usually enjoyed
on a hot summer day, because it is made by blending curd with sugar
and cold water; and to give a much soothing feeling, crushed ice is
also used.Lassi nowadays also come in salty taste which simply uses
the sour curd and salt..
SpicyDishesLocal dishes are far better and exotic. Curries are
cooked with proper spices and hot curry powders, including Korma,
Rezala, Bhoona and Masala meat, Chicken, Mutton, Beef and Prawn.
All tastes better with Rice in the form of Polao.
Biriyani and Khichuri are available in any reasonable
restaurant. Those who do not enjoy rice dishes can try Mughlai
Parata, Plain Parata or Naan- all go very well with curries.
Seafood and Fresh Water Fish is available in most of the towns.
Fish-Lovers should not miss smoked Hilsha, fresh Bhetki and Chingri
(lobster/King Prawns) Malaikari, Prawn Dopeyaza.PaanPaan is a
South, South East Asian tradition which consists of chewing betel
leaf combined with areca nut. There are many regional
variations.
In Bangladesh, paan is chewed all over the country by all
classes of people. Paan is offered to the guests and festivals
irrespective of all religion. The sweet paan of the Khasiya tribe
is famous for its special quality. Paan is also used in hindu puja,
wedding festivals and even when people comes to visit their
relatives. It has become a ritual, tradition and culture of our
society. Mostly adults are seen enjoying paan with friends and
relatives!!
12.0 Leveraging through secondary brand association:
12.1What is Brand Leveraging?A brand leveraging strategy uses
the power of an existing brand name to support a companys entry
into a new, but related, product category. Brand leveraging
communicates valuable product information to consumers about new
products. Consumers enter retail outlets equipped with pre-existing
knowledge of a brands level of quality and consistently relate this
knowledge to new products carrying the familiar brand. Generally,
consumers maintain a consistent brand perception for established
brands. Leveraging secondary brand association is important to
reinforce the existing brand associations and responses in a fresh
and different way. Brand leveraging does present challenges. To
avoid brand dilution, leveraging should be limited to enter in only
those categories that are directly related to the original product.
Potential exists for damaging the reputation of the parent product
if new products fail. Also, manufacturing and inventory costs may
be higher as a result of product diversification. A brand
leveraging strategy can be extremely successful and profitable if
it is correctly implemented and provides new products with the
right image.
12.2Secondary brand knowledge can be created through linking the
brand to:
Companies
Countries of origin
Channels of distribution
Other brands
Characters
Spokespersons
Event
Other third party sources
12.3 Why is Brand Leveraging Important?Brand leveraging is an
important form of new product introduction because it provides
consumers with a sense of familiarity by carrying positive brand
characteristics and attitudes into a new product category. Instant
recognition of the brand is established, and consumers with a
favorable brand opinion likely will try a new product they perceive
to have a similar quality level and attributes as their original
favorite. Additionally, because the products are in different
categories, they will not compete for market share the crux of a
successful branding strategy.
Additional advantages of brand leveraging include:
More products mean greater shelf space for the brand and more
opportunities to make a sale.
The cost of introducing a brand-leveraged product is less than
introducing an independent new product due to a much smaller
investment in brand development and advertising designed to gain
brand recognition.
A full line permits coordination of product offerings
A greater number of products increase efficiency of
manufacturing facilities and raw materials.12.4 Factors That Should
Be Considered During Brand LeveragingA brand leveraging strategy
will not work in every situation. There are important questions
that should be considered in order to make the best decision for a
brand:
Does the new product fit into the established product
family?
Does the brand have attributes or features that easily and
effectively carry into new categories?
Is the brand name strengthened or diluted by representing two
(or more) differentiated products?
Does the company have facilities necessary to manufacture and
distribute a new and differentiated product?
Will sales of the new product cover the cost of product
development and marketing?
12.5 Bangladeshi Cuisine - Secondary Brand Associations:
12.5.1Channels of Distribution/Company: To leverage Bangladeshi
Cuisine through channels of distribution/company, the best option
we have is, to combine our brand with world renowned hotels and
resorts popular with our target market. For the purpose we have
chosen the most popular hotels with great restaurants willing to
open another restaurant offering Bangladeshi Cuisine. And we also
considered whether these hotels have chains in all the important
points our target market halts by. We have selected
Marriott
Hilton
Intercontinental
Holiday Inn
Serena
Hyatt Regent
Sheraton
Radisson
Westin
Four Seasons 15.5.1 Country of Origin(Bangladesh):Many countries
have become known for expertise in certain product categories or
for conveying consumers a particular type of image. The world has
become a cultural bazaar where consumers can pick and choose brands
originating in different countries, based on their beliefs about
the quality of certain types products from certain countries or the
image that these brands or products communicate. People, who heard
of Bangladesh, know that the Bangladeshis are perfectionist on
their art works and they concentrate on every detail precision on
the products made here. Cooking is considered as a form art in
Bangladesh. Therefore, the unique blend of spices and their
proportion of using them in each dishes will be standardized by top
chefs from Bangladesh.15.5.2 Spokesperson:While choosing
spokesperson, we gave priority to the people who are popular with
our target market rather than people who are popular or familiar
with our local people. We have chosen 4 people from 4 different
categories of profession who are loved by our target
customers:Ricky Ponting- one of the top most sports personalities
of all time, smiley, decent and a family man; a favorite to our
target market. Moreover, he has visited Bangladesh several times,
experienced the hospitality and cuisine of Bangladesh.
Gordon Ramsay- the master of chefs, known for his ruthless
perfection when it comes to food. Cuisine tasted and approved by
him means a sure shot to our target customers, the pleasure
tourists.
Yan Write- the traveler known for his witty banter and amusing
interactions with locals. He has the experience and people trust
him.Samira Ali- a very well-known and trusted-face to our target
market, the business travelers. Samira Ali keeps our target market
updated with every inch of news they need whether they are touring
the world around or at home. And she is a Bangladeshi
origin.Conclusion:
Bangladesh is a country, very rich in culture. It tries to hold
its heritage in every aspect possible. A very basic necessity like
food is also part of a countys culture. Because we have a very old
port, the trade of spices gave us the chance to create some unique
magical and mysterious blend in our foods. And because we were once
part of Bengal some of the dishes have similarities with the ones
of West Bengal. However, anyone could differentiate the tastes
easily if both the types are tasted. Bangladeshi food has its own
matchless look and taste. But, unfortunately, we could not develop
our cuisine, even after having so many of the varieties in the food
menu. In many of the foreign countries, Bangladeshis run many of
the restaurants. In many of the cases these restaurants are known
as Indian Restaurants though they sell Bangladeshi food!
Here, we have tried to bring in many of such delicious foods,
some of which are already popular and compile them to form
Bangladeshi Cuisine. Bangladeshi food already has its fame, even if
it is the one served from Bangladesh Biman.
Although we were to brand a place simply, we have done it
through our cuisine, so that the world gets to know about the
exclusive collection we have for taste and can differentiate
between our foods from other countrys who wants to have its
possession. Let Bangladesh be known by what it has, let Bangladesh
be known by what it is.
TO
Locations visited by the target customers
Bangladeshi Cuisine
Channel of Distribution
Salads and Leafy Vegetables
FROM
Targeting Specific Geographical location
Indian Food
Retailers
Rich foods
3rd Tier
Home Cooks
2nd Tier
Low Income Groups
1st Tier
Business Travelers & Pleasure Tourists
Existing Market
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