Ackn owledgement At the beginning we want to remember almighty Allah for giving us the opportunity and strength to do this work smoothly and blessings for our success. We would like to express our heartiest gratitude to our honorable course instructor Maniruzzaman, for his constant guidance, helpful advice and continuous encouragement throughout the progress of the report organization based information. Without these help the task couldn’t be completed. We are very grateful to the organization’s executive director, Md. Fazlul Haque, office executive Mahbubul Alam, assistant manager of sales & marketing Md. Maksudus Samad. Their cooperation has assisted us to prepare this kind of important report which will focus on overall condition of the organization. Our sincerest thank to all of our group member and well wishers for their whole hearted support and encouragement in various aspects of our work. We want to express our highest appreciation to the company employees, consumers and retailer for their valuable 1
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Transcript
Acknowledgement
At the beginning we want to remember almighty Allah for giving us the opportunity and
strength to do this work smoothly and blessings for our success.
We would like to express our heartiest gratitude to our honorable course instructor
Maniruzzaman, for his constant guidance, helpful advice and continuous encouragement
throughout the progress of the report organization based information. Without these help the
task couldn’t be completed.
We are very grateful to the organization’s executive director, Md. Fazlul Haque, office
fried dal, Top chilli sauce, Top tomato ketchup, Shezan Tomato ketcup, Top badam, Top
fried dal, Top green nut, Top semai, Shezan mustard oil, Top jam, Top jelly etc. They
introduce Top juice in year 2001.
At first the company introduces 200 ml paper pack, and plastic bottle. Next time to fulfill the
customers demand they again introduce 900 ml and 200 ml non returnable glass bottle.
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Marketing mix:
The set of controllable tactical marketing tools- product, price, place, promotion- which the
firm blends to produce the response it wants to the target market.
Fig: Marketing Mix analysis.
These four elements are often referred to as the 4 P’s of the marketing mix. A marketer can
use these variables to craft a marketing plan. The 4 P’s model is most useful when marketing
low value customer products, services, high value of consumer products require adjustments
to this model.
Price Place
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Marketing mix
Product Promotion
4 P’s analysis:
The 4 P’s are analyzing in below:
Product:
The product aspects of marketing deal with the specifications of the actual goods or services,
and how it relates to the consumer needs and wants.
Sajeeb Corporation has franchised the Top juice which is available in mango and litchi
flavor. Top juice never comprise on the basis of its quality. Sajeeb Corporation uses two (2)
size of non returnable glass bottle; plastic bottle and paper pack (slim pack) for Top juice.
The bottle size and price of Top juice are given below:
Types of bottle Bottle
size
Whole seller Retailer price Consumer
Single
bottle(tk)
Case (tk) Single
bottle(tk)
Case(tk) Single
bottle(tk)
Case(tk)
Non Returnable
glass bottle
900ml 46 414 47.5 427.5 50 450
200ml 10 240 10.5 252
Non returnable
Plastic bottle
200ml 8.5 544 9 576 10 640
Paper pack
(Slim pack)
200ml 8.5 544 9 576 10 640
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Brand name:
Features:
Nutrition facts per 100 ml
Mango pulp 35 mg
Energy 22 kcal
Fat 0 mg
Sugar 22g
Fructose 12 g
Citric acid 9 ml
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Price:
Price is the sum of all the values that consumers exchange for the benefit of having or using
the product or services. The price levels of Top juice are shown below:
Types of bottle Bottle
size
Whole seller Retailer price Consumer
Single
bottle(tk)
Case (tk) Single
bottle(tk)
Case(tk) Single
bottle(tk)
Case(tk)
Non Returnable
glass bottle
900ml 46 414 47.5 427.5 50 450
200ml 10 240 10.5 252
Non returnable
Plastic bottle
200ml 8.5 544 9 576 10 640
Paper pack
(Slim pack)
200ml 8.5 544 9 576 10 640
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Payment period:
Payment period is a period upon which price of product is paid. Top juice company has also a
payment period that is, prepaid system for distributor. The distributor pays the money to the
regional sales manager of sajeeb Corporation. Then regional sales manager take the order and
send it in head office. Finally head office sends the product to distributor. Generally the
payment period is before fifteen (15) days from receiving the goods.
Place:
Place includes company activities that make the product available to target consumers.
Placement or distribution refers to how the product gets to the customer; for example, point
of sales placement of retailing. Place includes channels, coverage, transportation and logistic
support.
Channels:
The Top juice distribution channel is given below:
Factory Company head office Distributor Retailer Consumer
Transportation:
Top Juice Company gives free transportation facility to distributor.
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Logistic support:
Top Juice Company offers some logistic support to their retailer. They sells special
refrigerator to the retailer at a minimum price and offer free service of refrigerator. They also
give some gift for the retailer, such as: iron machine, umbrella etc.
Coverage area:
Sajeeb Corporation distributes Top juice all over the Bangladesh by more than 200
distributors. The coverage areas of Sajeeb Corporation are given below:
Fig: Coverage
area of Top juice.
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Coverage area of Top juiceIndustry of Top juice
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Promotion:
Promotion means activities that communicate the merits of the product and persuade the
target customers to buy it. It includes advertising, personal selling, sales promotion, public
relations etc.
Promotion is concerned with the planning, implementation, and control of persuasive
communication with customers. Clear- cut objectives and a sharp focus on target customers
are necessary for an effective promotional program. Top juice promotion is mainly based on
different kinds of advertisement, so that people could be attracted mentally and emotionally.
Top juices use some promotional activities such as:
Television or radio advertisement,
Billboard,
Adds on news paper,
Wall writing,
Exhibition and
Participating in fair for promotion.
Sales promotion:
To increase sales of sajeeb Corporation provide some intensive formation to their distributor,
retailer and consumer that is they give three bottles of free Top juice with each case.
4 C’s analysis on the basis of customer satisfaction:
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4 C’s includes the customer solution, customer cost, customer convenience, and
communication, which explain in below:
Customer solution:
Customer solution is product and services that the company offered how much and how to
solve the problem of the customer. Customer satisfaction on customer solution depends on
product variety, quality, design and packaging.
Variety:
Variety is known as how many types of a product. Top juice offer four shape and two size
of juice bottle in the market. Through this survey we found customer satisfaction level on
variety of juice between male and female. These are shown by a diagram in below:
Male customer satisfaction on variety
0%
10%
20%
30%
40%
50%
60%
Satisfaction level
Sati
sfa
ctio
n (
in p
ercen
t)
Series1
Fig-1: Male customer satisfaction on variety
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Female customer satisfaction on varitey of Top juice
0%10%20%30%40%50%60%70%
Satisfaction level
Sat
isfa
ctio
n (in
per
cent
)
Series1
Fig-2: Female customer satisfaction on variety.
From the above two figure we see in the mail customer 25% are highly satisfied, 55% are
satisfied, 15% customers are not satisfied, 5% are dissatisfied and from figure 2 we see 30%
female customers are highly satisfied, 65% female customers are satisfied, 10% are not
satisfied, 10% are dissatisfied and 5% female customers are highly dissatisfied. From our
analysis the position of Top juice is good.
Quality:
Quality is the perception of a product. Quality of a product depends on its test and price.
Through the survey we find customer satisfaction on quality of Top juice. The satisfaction
levels of consumers are shown by a diagram in below:
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15%
50%
15%17%
3%0%
10%20%30%40%50%
Satisfaction
level(in percent)
Highlysatisfied
Dissatisfied
Satisfaction level
Male customer satisfaction on quality
Series1
Fig-3: Male customer satisfaction on quality
20%
45%
20%15%0%
Highlysatisfied
Dissatisfied
Satisfaction level
Female custmer satisfaction in quality
Series1
Fig-4: Female customer satisfaction on quality.
From the above two figures we see the male and female customer satisfaction level is
different. From our analysis we see the customers are satisfied with the quality of Top juice.
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Designing and packaging:
Designing and packaging are the shape of a final product. It influences people for
purchasing the products. From our survey we find some people are like existing design
& packaging of juice and some are want to change existing design and packaging. There
acceptation graph are shown by a diagram in below:
No need tochange
Need tochange
S1
85%
15%0%
50%
100%
Customer perception on designing and packaging
Series1
Fig-5: Customer perception in designing and packaging.
From the above figure we can see about 85% people are satisfied with the existing
designing and packaging and about 15% people are not satisfied with the existing
designing and packaging, so they want change.
Customer cost:
Customer cost is the amount of money by which customer purchase the product.
Customer satisfaction on customer cost depends on list price and discount offer.
Through this survey we find customer satisfaction on customer cost. The male and
female customer satisfactions on cost are shown separately in below by diagram:
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Male customer satisfaction on cost
15%
65%
10%5% 5%
0%
20%
40%
60%
80%
1
Highly satisfied
Satisfied
Not satisfied
Dissatisfied
Highlydissatisfied
Fig-6: Male customer satisfaction and cost.
12%
70%
3%10%
5%0%
20%
40%
60%
80%
1
Female customer satisfaction on cost
Highly satisfied
Satisfied
Not satisfied
Dissatisfied
Highlydissatisfied
Fig-7: Female customer satisfaction on cost.
From the above two figure we see about 65% male and 70% female customers are
satisfied with the existing cost of Top juice .So we can say Top juice are able to satisfy
the customers by its costs.
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Customer convenience:
Customer convenience is the place in where customer purchases the product. Customer
satisfaction on customer convenience depends on locations and channels. Top juice is
sells through general store, departmental store & super value shop. Through this survey
we find in where customer purchases Top. The curve is given below:
Consumer preference for purchasing Top juice
45%
30%
25%General store
Departmentalstore
Super valueshop
Fig-8: Consumer preference for purchasing Top juice.
From the above figure we can see 45% of Top juice is sale in general shop, 30% are
sales in departmental store and 25% are sales in super value shop.
Communication:
Communication is the people perception about company promotion and activity. From
one survey we found that people are attracted by the advertisement of Top juice. The
advertisement language is given below:
“ Top juice,
Banglar juice”
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The advertisement attracts the people very much. They have a perception that, “deshi
ponno, kine hoi donno”. So the people take Top juice as their home made juice. It is a
perfect product to fulfill the thirstiness of every one.
The language which is uses for Top juice is given below:
“ Top juice, Asol juice”
We find people’s perception about this advertisement is “Vejaler vire, khati maner
nirchoyota”. So people take Top juice without any hesitation.
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STRATEGIES USED BY SAJEEB CORPORATION
Market –scope strategy choices:
1. Single market strategy
2. Multi market strategy
3. Total market strategy
Among the three choices Sajeeb Corporation uses the ‘Multi Market Strategy’ for surve
the glass bottle, plastic bottle and paper pack in the market. The strategy is provided
below:
Multi- Market Strategy:
Serving several distinct markets is called multi marketing.
Objective: To diversify the risk of serving only one market.
Requirements:
(a). Carefully selects segments to serve.
(b). Avoid confrontation with companies serving the entire market.
Expected results:
(a). Higher sales.
(b). Higher market share.
Product strategy choices:
1. Product Positioning Strategy.
2. Product Mix Strategy.
3. Product Design Strategy.
4. New Product Strategy.
5. Product Line Strategy.
Among the product strategies Sajeeb Corporation uses ‘ Product Positioning Strategy’
which is characterized by the following:
Product positioning strategy :
Placing a brand in that part of the market where it will have a favorable response
compared with competing brands.
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Objectives:
(a). To position the product in the market so that it stands a part from competing brands.
(b). To position the product so that it tells customers what you stand for, what you are,
how you would like customers to evaluate you. In the case of positioning multiple brands:
1. To seek growth by of varied products in differing segments of the market.
2. To avoid competitive threats of a single brand.
Requirements: Use of marketing mix variables, especially design and
communication efforts successful management of a single brand requires positioning the
brand in the market so that it can stand competition from the toughest rivals and
maintaining the unique position by creating the area of a distinctive product.
Expected Results:
(a) Meet as much as possible the needs of specific segments of the market.
(b) Limit sudden change in sales.
(c) Make customers faithful to the brands.
Price- fix Strategy Choices:
1. One- Price Strategy.
2. Flexible Pricing Strategy.
3. Product- Line Pricing Strategy.
4. Bundle- Pricing Strategy.
5. Price- Leadership Strategy.
6. Pricing Strategy to build market share.
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Among the price- fix strategies, Sajeeb Corporation uses the ‘One- Price Strategy’ which is
characterized by the following:
One- Price Strategy:
To Charges the same prices, to all customers under similar conditions and same quantities.
Objectives:
(a) To simplify pricing decisions.
(b) To maintain goodwill among customers.
Requirements:
(a) Detail analysis of the firm’s position and cost structure as compared with the rest of
the industry.
(b) Information concerning the cost variability of offering the same price to everyone.
(c) Knowledge of the economics of scale available to the firm.
(d) Information on competitive prices, information on the price, that customers are ready
to pay.
Expected Results:
(a) Decreased administrative and selling cost.
(b) Constant profit margins.
(c) Favorable and fair imagine among customers.
(d) Stable market.
Promotional Strategy Choices:
1. Promotional- Expenditure Strategy.
2. Promotion Mix Strategy.
3. Media- Selection Strategy.
4. Advertising Copy Strategy.
5. Selling Strategy.
6. Sales Motivation and Supervision Strategy.
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Among all these promotional strategies, Top juice is using mainly the “Promotion- Mix
Strategy” which is characterized by the following attributes:
Specifies the roles that the three ingredients of promotion ( advertising and sales promotion )
play in promoting a product is called promotional mix strategy.
Objectives:
To seek the better positions in the market.
Requirements:
(a) Enough advertisement both in the local newspaper and also in the television or
radio.
(b)Some kinds of motivation factors or incentives for the distributors, that they can be
inspired to sell more Top juice on a regular basis.
Expected results:
(a) More customer response in the market.
(b) To increase sales.
(c) Growth of market share.
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Chapter – 3
Findings
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Facilities of the organization:
Sajeeb Corporation offer many facilities for its employees, customers, consumers, and
distributors. The facilities of the organization are given below:
Own Transportation:
Sajeeb Corporation provides free transportation facility to their distributor. They have
sufficient number of vehicle to distribute Top juice.
Better internal communication:
Communication system can play vital role to work quickly. This helps to achieve the
organizational goal.
Security system:
Every organization should ensure the security system for their safety. So Sajeeb
Corporation has taken strong and sufficient security system to prevent the critical disaster
situation. The disaster is like any attack from outside enemy.
Storage system:
There is sufficient stores capability and they can supply their products in time.
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Quality control panel:
Like other company there is a quality control panel in Sajeeb Corporation. Top Juice
Company never compromise with quality.
Sufficient use of computer:
This organization gives the interest on using of computer broadly. They use the computer
in every sector.
Lacking of this company:
1. Limited advertisement:
Advertisement is an important instrument for increasing sales but Top Juice Company
telecast a lot of advertisement.
2. Insufficient wage for the causal worker:
Sajeeb Corporation has many causal workers. The workers work hard for the company
but their wage is not sufficient as their hard work.
3. Not enough facilities for causal workers:
Causal workers do not get their wage timely. That’s why workers can’t do their work at
their best & their productive will be low.
Suggestions:
Increasing promotional activities with:
1. Discounts for buying in bulk.
2. Sticker/glass/other small gifts for buying more than two.
3. Print signs inside the cap that would provide the consumers either with gift
or with good luck statements.
4. Provide ‘luck notes’ inside the caps like fortune cookies.
5. By sponsoring games/ musical events/ art shows/ drama/ cleaning
Programmers/ school events/ etc which would bring the consumer closer to
Top Juice. And Sajeeb Corporation to be socially responsible company.
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Advertising should be more concentrated on with use of present medias like
advertisement on TV’s, Radios, newspaper, and magazines & alternative media like
the following:
1. Huge Dummy Bottle in selected visible locations.
2. Neon signs in selected visible locations.
3. Paintings, Stickers and posters of Top Juice on the sided and panels of
Local as well as inter city buses.
Conclusion:
From the visiting of Sajeeb corporation we have identified that Sajeeb Corporation is
growing and identify their main weakness is insufficient promotional activities. A gap in
the market is also identified not explored by Sajeeb Corporation. On the other side,
distribution system is the strength of Sajeeb Corporation.
From strategic marketing point of view, we see that Top Juice is taking corrective steps in
almost all the way. In very few sides Sajeeb Corporation has lacking. Based upon this
facts recommended strategies would assist in the growth of Sajeeb Corporation in among
the fierce competition in the beverage industry.
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A Report
On
Analysis of 4 P’s, 4 C’s and
Strategy of Top juice
Submitted by:
Sazzad Hasan Id: 06071101029
Humyra Khanom Id: 06071101039
Asma Alam Id: 06071101042
Submitted To:
Moniruzzaman
Lecturer of marketing
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Date of submission: 30th August 2008
Bangladesh University Of Business & Technology (BUBT).
Letter of Transmittal
August 20,2008
Prof. Manruzzaman Course Instructor of Marketing Department of school of Business, Bangladesh University of Business & Technology (BUBT). Mirpur-2, Dhaka-1216.
Subject: Prayer for submission of report about “Analysis of 4P’s, 4C’s and Strategy of Top juice”
Sir, Here is the report of the study on “Analysis of 4P’s, 4C’s and Strategy of Top juice”We are very happy to submit this report on time to you. In this report we have tried to analysis, about recruitment & selection process of Sajeeb Corporation” You will be pleased that to prepare our report, we have tried to include all of possible information of the organization.
We are very much grateful to you for kind assistance. Thank you for your valuable time and cordial consideration.
Sincerely yoursSazzad Hasan On behalf of my group
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Table of content
S.L Heading Page
01 Executive summary 02
02 Back ground of the study 04
03 Objectives 04
04 Methodology 05-07
05 Limitation of the study 08
06 Historical back ground of the company 10
07 Marketing mix 11
08 4P’s analysis 12-17
09 4C’s analysis 18-24
10 Strategy of Top juice 25-28
11 Facilities of the company 30-31
12 Lacking of the company 31
13 Suggestions 31-32
14 Conclusion 32
15 Bibliography 33
16 Appendix 34-39
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Bibliography: (a) Principles of marketing- Philip kotler & Gray Armstrong.