Term Paper on

COURSE: BUYER BEHAVIOR

COURSE CODE: M401

Submitted to
Swarup Saha
Lecturer,
Institute of Business Administration,
University of Dhaka

Submitted by
Syed Shadab Tajwar
Roll: ZR-49
Abdullah Azwad Rafeed
Roll: ZR-60
BBA Batch 27th
Institute of Business Administration,
University of Dhaka

Date of submission: 23rd May 2022

1. Product Overview
Saladelicious offers fresh, healthy, and tasty salad meals for health-conscious people who want
to have a fulfilling and beneficial meal. The meals are served in bowls with three primary layers-
the salad base which contains the fresh greens; the protein base which contains the healthily
cooked chicken, beef, or egg layer; and the dressing which determines the overall taste of the
meal. This product is targeted to the rapidly rising health-conscious population with a mission to
create the mindset among consumers that healthy foods are tasty too. Saladelicious also offers
some extent of personalization that gives the freedom to the consumers to make a salad meal
on their own. The differentiating points of the product are that each meal will come with its
accurate calorie count, most of the ingredients are organic or sourced from trusted sources, and
the consumers will be aided with some cues when they personalize their own salad meal.

2. Industry Overview
The restaurant industry in Bangladesh comprises establishments of different variations. It
consists of brick-and-mortar restaurants, cafes, food carts, food courts and cloud kitchens. In
2021, the market size of the industry stood at BDT 4500 crore and was responsible for roughly
2.1% of the country’s total GDP. * *https://www.thestrategywatch.com/restaurant-industry-
bangladesh/#Restaurant_Industry_in_Bangladesh

The industry consists of mostly local restaurants and international chains. International
restaurants in Bangladesh are usually franchise-based establishments like Domino’s, Pizza Hut,
KFC, Burger King. While there are plenty in Bangladesh, there are very few restaurants that
focus on salads. While some upscale restaurants feature salad bowls in their menu, salad bars
or restaurants solely dedicated to selling salad and similar health food are close to zero in
Bangladesh. 

3. Market Overview
Bangladesh has been enjoying a steady growth of GDP for the past decade. This, along with
other factors, resulted in a growing middle-class population with more disposable income.
Through the internet and other forms of globalization, consumers in Bangladesh are more
aware and conscious of their health. As a result, the number of gyms and fitness studios are
rapidly increasing in Bangladesh. As per Bangladesh Bodybuilding Association, there are 4000
gyms in the country, 40% of them being situated in Dhaka. Along with this, the demand for
healthy food is also increasing. This can be corroborated by the emergence of various
restaurants and ventures that solely focus on providing healthy meals to their consumers.

Figure 1: Porter’s Five Forces of the Salad Market

Many the health-conscious population are urban professionals working in various industries.
Due to office hours, it becomes difficult for them to prepare healthy meals at home. To cater to
their needs, healthy meal kit providers are emerging.

4. Competitor Analysis
While there exists no restaurant/outlet solely focusing on salads as their products, there are
multiple restaurants that feature healthy salads as one of their items.

LeanNation BD: Most prominent meal kit provider in the country. Provides takeout for health-
conscious customers. LeanNation provides 4 meals: breakfast, lunch, dinner, and snacks daily
to customers who subscribe. The calories for each meal are counted.  Customers can subscribe
for 1 month for a fixed fee and get 120 meals. Does not focus solely on salad. Does not have
any brick-and-mortar store.  

Olympus Dhaka: Has a physical restaurant. Offers 7-day, 14 day and 1 month subscription
plan for healthy meal. Delivers all around Dhaka. 

Peyala: Has a brick-and-mortar store. Offers salad bowls as part of their menu. Salad is not the
primary focus. 

Greens & Seeds: Physical outlet in all the food courts operated under “Chef’s Table”.
Customers can choose from different salad toppings to make their own bowl of salad. Also
offers low calories salad bowls. As it operates under a food court, the business on its own is not
marketed properly and has almost zero brand presence outside “Chef’s Table”.

5. Market STP
5.1. Segmentation: The consumers are segmented based on three overarching criteria-
geographic, demographic, and psychographic segmentation.

5.1.1. Geographic Segmentation: There are two broad segments which are peripheral
and urban areas. If we narrow down the urban areas, it can be divided into two
segments- more developed urban areas (Dhaka, Chittagong and developing urban
areas (Bogura, Rangpur).

5.1.2. Demographic Segmentation:

Age: There are four segments based on age – consumers of age: less than 18
years, 18 to 26 years, 26 to 45 years, and more than 45 years.

Family Income: There are three segments based on family income – consumers
with a family income of – less than 40,000 BDT, 40,000 to 80,000 BDT, and more
than 80,000 BDT.
 5.1.3. Psychographic Segmentation: There are two segments based on the choice of
lifestyle and food of the consumers- the population which is health and fitness
conscious with progressive values towards organic and healthy diet, and the
population which is still unaware of the implications of fast-food diet and is still not
that progressive towards a healthy and organic diet.

5.2. Targeting: Saladelicious caters primarily to health-conscious people and the meals are
slightly premium priced owing to the fresh and organic sourcing of ingredients. For this
reason, the target group is primarily the rising health and fitness conscious population,
having an age between 18-26 years, with a family income of more than 40,000 BDT and
living in developed areas inside Dhaka city. This target group is open to new
experiences, are opinion leaders in their community, is concerned about social self-
image, and has high conformity and need for cognition. The secondary target group is
like-minded population having an age between 27-45 years of age.

5.3. Positioning: Saladelicious will be positioned to the primary target group (health-
conscious population of 18-26 years of age) as the healthier tastier alternative to fast
food and other available healthy diet options. As for the secondary target group (health-
conscious population of 27-45 years of age), it will be positioned as a healthy and fresh
comfort meal for any time of the day.

6. Value Proposition
There are two dimensions to the core value proposition of Saladelicious, which are healthy
and tasty. Saladelicious will provide the value that has not been offered by any salad bars or
restaurants in the country. The existing competitors have either positioned as the healthier
 alternative, or as the tasty salad joint – no competitor has been successful in combining the
two. Hence, the core value proposition of Saladelicious is healthy food made tasty.

7. Brand Portfolio

7.1. Brand Mantra

7.1.1. Brand Vision: To become the go-to-place for everyone who wants to have a
healthy and tasty salad meal.

7.1.2. Brand Mission: To create the consumer mindset that healthy food can be and is
tasty and having tasty food should not come at a cost of health in any form.

7.1.3. Brand Tagline: The tagline of Saladelicious is “Healthy is Tasty” which affirms
the core value proposition of the company and makes a rather bold statement that
healthy food is indeed tasty.

7.2. Brand personality

The Brand personality for Saladelicious is sincerity. As reflected in the next segments
we plan on building a community like environment through Saladelicious, along with
pumping content that are informative and lighthearted. We will invoke a feeling of
comfort by being encouraging to try new salads that taste good on top of poising many
health benefits. We will brand Saladelicious as something that is very easily a part of
peoples’ daily lives, this will not only push the subscription-based narrative but also
invoke a feeling of belongingness
7.3. Brand Visuals
 7.3.1. Logo: The logo has been made with rounded font, with two shades of green. The
rounded font portrays the friendliness of the brand and the shades of green shows
the freshness and authenticity of the products.

7.3.2. Brand Color: There are three brand colors, primarily the two shades of green
that is resonant with the friendliness, freshness and authenticity of the brand. The
secondary yellow color shows the simplicity of the brand, which portrays that it is
easy to personalize and identify that the brand is for everyone.

7.3.3. Typeface: The two fonts used are Poppins and Rocko FLF, both of which are
simple and round edged. This again reinforces the friendliness and simplicity of the
brand.

8. Marketing Mix
8.1. Product
8.1.1. Meals:
The salads will have three layers, a protein layer (Chicken, Beef, Prawn and Egg),
a salad layer (Greens, Beans, Mushroom and Seeds) and a dressing layer
(Thousand Island, Ranch, Thousand Island etc.). There will be a menu of curated
combination of the three layers from which customers can order. The customers
can also customize the layers according to their taste where each layer will have
specific options to choose from, and upon selections of options, the customers will
be shown how many people prior to them preferred this range of options. This will
be done to avoid foul tasting salad combinations. The salads will be served in
simple salad bowls.

8.1.2. How are our meals different from competitors?

While Lean Nations is very popular among fitness enthusiasts and healthy eaters, it
is not just a salad-based franchise. Peyala on the other hand has a limited number
of salad options and serves other items on the menu. Greens and Seeds being the
only salad specialist brand only provides a selection of items with customers
dumping items they want in the same bowl, running the risk of it not being tasty.
Saladelicious on the other hand plans to differentiate by specializing in just salads,
providing the right amount of customizability (selections among layers) and adding
the healthy factor. The customers will also be allowed to try the sauce or dressing
they want to use before ordering to ensure they understand and prefer the flavour
profile determinant.

8.2. Price
While Lean Nations offers their only Salad at a price of 269tk BDT, Peyala charges a
price of 320tk for their customizable salad bowl and Greens and Seeds charges
1.1tk/gm of food taken from their counter. We want to have two serving size, one
medium bowl and one large bowl. Medium Bowl will contain about 260gm of salad for a
price of 249tk and the Large Bowl will contain about 400gm of salad for a price of 349tk.
 This goes well within the affordability of our TG but also priced at a point that will not be
considered cheap.

8.3. Place
8.3.1. Food delivery platforms:
Our inception plan is to start with cloud kitchen operations with delivery in Gulshan
and Dhanmondi area of Dhaka. This is because these areas pose the highest
cluster of known and highly priced gyms inferring the spendable income and fitness
savvy behaviour of people here.

8.3.2. Food courts:

Our next placement and
primary focus will be in food
courts. This is because
Salads are not something
people come to enjoy with
friends or for a meal. Salads are
supplementary to meals
which means other options
need to exist in the
perimeter for people to have a
choice and placement in
food courts help do exactly
that.

Figure: Food Court/Super Market Promotion

8.3.3. Supermarkets:
We will also open small pop- up
outlets in Superstores, this
can be an effective option as
many people of the targeted
group are regular users of
superstores such as
Swapno and Agora.
Customers can place an
order before they start doing
their groceries and shopping
and collect them as take
away when they are leaving.

Fig
ure: Food Court and Superstore order QR code
8.3.4. Corporate Buildings:
A common phenomenon in Bangladesh is high rise corporate building with many
national and multinational corporations stationed in those high-rise buildings. We
 can open outlets in those buildings, provide QR code leaflets to the offices and
deliver salads to people working in those offices

8.4. Promotion
8.4.1. Digital:
Promotional activities and posts about our menu, items, customer reviews, location
and FAQs on different social media platforms such as Facebook and Instagram.
We will boost posts according to our targeted demographic and location to gain
better reach.
8.4.2. BTL:
We will conduct campaigns around our targeted area of Dhanmondi and Gulshan.
We will partner up with top gyms in those areas with a leaflet of our company, the
leaflets will contain details of the brand and a scannable QR code. Upon scanning
the QR code, the ones scanning can get their free salad sample delivered to them.
8.4.3. Influencer Marketing:
Currently, for a new brand to kick off with the target group we have, influencer
marketing is very important and also ensures source credibility. As influencers we
will onboard fitness influencers for example STNfitness, shehzin, the brown journal
etc. to promote the health and fitness side of salads. On top of that we will also
onboard food bloggers and influencers like RafsanTheChotoBhai to align with our
band mantra and to promote the taste of our salads.
 Figure: Influencer marketing to increase source credibility

8.4.4. Loyalty Programs:

Customers can become members of Saladelicious’s ‘Salad Club’ community.
Members will get discounts on salads and subscriptions on top of them being part
of an exclusive community. We will organize fitness tips and plan sessions for them
featuring experts. Apart from this, customers will get a punch card, each salad
purchase will lead to one punch and after 10 punches they will be able to avail a
free Salad.

Figure: ‘Salad Club’ community comprising of repeat purchasers

8.5. Physical evidence
8.5.1. Packaging
We will be using recyclable and reusable plastic containers to go with the organic
factor we want to display as a brand. The cover of the containers will be
transparent to display a sense of hygiene and make the meals seem more
appealing as the salad colours can be seen from outside the box. The roundness of
the container also adds to the aesthetic and gives off a premium feel.

Figure: Salad Packaging

 8.5.2. Kiosks
One key component to all our
operations is Kiosks to place orders.
These Kiosks like previously
mentioned will be placed in different
parts of big food courts to avoid
delays and queues. Besides, this
adds to the sensory marketing side
of things as touching and swiping the
menu on the kiosks, with zoomed in
and vibrant colored pictures of
salads adding to the appeal. This
serves the principle of
personalization of experiential
marketing and gives the customers
more locus of control over the
products they are consuming. These
Kiosks will also be well placed in
superstores and co-branded
restaurants after the brand plans to scale up.
Figure: Order placement kiosk
8.6. People
8.6.1. Personalization
As mentioned in product overview
the salad will have three layers that
are customizable by the person
ordering. Customers get to
customize them with their preferred
taste and preference. At the end their
combinations will be rated according
to the taste of previous customers to
give them an idea of whether the
salad combination they picked is
good or not. It will also show the
calorie count of the modified recipe,
which serves the high need for
cognition of the consumers.

Figure: Customizability along with feedback

 8.6.2. Subscription plans
We will also have subscription plans for the brand. Constant feedback will be taken
from subscribers to understand their taste preferences and adjustments to their
salads will be made accordingly. They will also have options to share their goals
and caloric requirements, this is something we will cater to as well.

8.7. Process
8.7.1. Freshness
Portraying the freshness of the ingredients is an integral part of the branding and
marketing of Saladelicious. The freshness seal will be put in every salad bowl
served that guarantees the freshness of the ingredients used in the salad. This seal
will also add to the trustworthiness and authenticity of the brand.

Figure: Freshness seal

8.7.2. Nutrition
Every salad bowl will come with the calorie count associated with the ingredients
used. This guarantees the transparency of how much calorie and nutrition is being
served to every customer in each salad bowl. This is how Saladelicious become a
brand that everyone can trust.
8.7.3. Sustainability
The salad bowls will be made of recyclable material, and the consumers will be
communicated that the bowls are either reused or disposed of as recyclable
material. If a customer returns 5 salad bowls to the outlet, they will get a token
through which they can avail discounts.

9. Action Plan
9.1. Piloting
As mentioned in the Place segment we will start with delivery only options in and
around Gulshan-Dhanmondi based on the high number of gyms around those areas.
This will be used as a determinant to understand if the idea is something that is
sustainable. We will take constant feedback from customers regarding what they like
 and don’t like about the salads to finally come to a set recipe and strategy. If a certain
goal for the piloting is met, we will move on to the next step.

9.2. Physical Outlet

Post piloting success we will open outlets in busy food courts. The food courts will not
only have the outlet to place and pick orders, it will also have kiosks well placed around
the food court and on different floors through which they can place orders and pick them
up from the outlet as soon as they are ready, each table will also have a QR code to
view menu and order from.

9.3. Scaling Strategy

After hitting break even and slowly churning out stable profit, we will venture into the
corporate building and superstore strategy. Dhaka has several corporate high-rise
buildings that have not only one but many corporate offices under one roof, this is
something we will be targeting and opening small takeaway outlets in. Employees in
those offices can order from the comfort of their offices with prior leaflets. We will also
open pop-up shops in different superstores to extend presence.

9.4. Co-branding
Another component of scaling up would be co-branding. It is a common phenomenon in
Bangladesh that restaurants whose values align but sell different products join forces
for example: ‘Movenpick stand inside Kabab Factory’ and ‘Marble Slab Creamery inside
White Canary Cafe’. Therefore, we will also implement a similar strategy with restaurant
brands that promote healthy eating and organic but tasty food. For example, Juice n
Blues in Banani can be a potential business we can partner with since they sell all-
natural juice that are refreshing in taste. This would allow customers to enjoy a chilled
juice while grabbing a quick bite.

10. Conclusion
The current market scenario is suitable for a business like Saladelicious to enter. It targets the
rising progressive population who are health-conscious and are willing to achieve fitness
through healthier alternatives of food. The value propositions serve the high need for cognition
of the target group and provides an experience while they are customizing their own meal.
Through these principles of sensory marketing and proper branding, Saladelicious can become
the go-to-place for healthier alternative to fast food or meals.