AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH
Marketing Management Section: G Faculty Name: TAHSINA KHAN
NIMMI
Reports On Marketing Mix 4psSQUARE CONSUMER COMPANY LTD.
GROUP MEMBERS NAME & ID MD. TANVIR RAHMAN, ID: 09-13996-2
ID: 09-14409-2
NOIMY MAHJABIN ISLAM,
SYEDA FARJANA SELIM MOU, ID:09-14066-2 CHOWDHURY MAZHARUL
HAYDER, ID: 08-12046-3
CHOUDHURY ABU SHOHAN, ID: 09-14469-2
INTRODUCTION
Marketing Mix: Product, Price, Place and PromotionThe marketing
mix principles (also known as the 4 ps.) are used by business as
tools to assist them in pursuing their objectives. The marketing
mix principles are controllable variables, which have to be
carefully managed and must meet the needs of the defined target
group. The marketing mix is apart of the organizations planning
process and consists of analyzing the defined: y Product
strategies.
How will you design, package and add value to the
product. When an organization introduces a product into a market
they must ask themselves anumber of questions. 1. Who is the
product aimed at? 2. What benefit will customers expect? 3. How
does the firm plan to position the product within the market? 4.
What differential advantage will the product offer over their
competitors?
y
Price strategies What pricing strategy is appropriate to use.
Pricing is one of the most important elements of the marketing mix,
as it is the only mix, which generates a turnover for the
organization. The remaining 3ps are the variable cost for the
organization.
y
Place strategies. Where will the firm locate? This refers to how
an organization will distribute the product or service they are
offering to the end user. The organization must distribute the
product to the user at the right place at the right time.
y
Promotion strategies. How will the firm promote its product? A
successful product or service means nothing unless the benefit of
such a service can be communicated clearly to the target
market.
The Marketing "Mix" The 4 Ps are marketing "mix".You control the
4Ps. They are your "independent" variables. The dependent variable
is sales volume. This is the output that you get by defining the
inputs - i.e. the 4 P's. How do you choose this mix? That is the
challenge! There are various tools that might be helpful in this
regard. For example, the "Product Space Map" lets you plot your
product's price vs performance against others in the market. You
can then decide how you want to position yourself with respect to
your competitors while at the same time keeping in mind your
corporate objectives. Summary In conclusion, the important points
to remember about the four P's of marketing are:y y y y y y
4 Ps are interdependent (each depends on the others) 4 Ps
constitute your "Marketing Strategy" You control these (independent
variables) Product is only one "P" Sales volume is the dependent
variable You must "own" your market (define it so you can lead
it)
COMPANY PRESENT STATUS
Product
Product description:
Powdered Spices
RADHUNI Powdered Spices are made from selected variety or crops
and seeds. All essential volatile oils of the spices are kept
intact with the modern grinding technology. Our powdered Spices
ensure the taste and flavor of home grinded spices and can be used
to prepare any of your desired dishes. RADHUNI Powdered Spices has
already owned the clear leadership in Bangladesh. Best varieties of
quality raw materials are selected from the grower level strictly
maintaining international quality standards. All essential volatile
oils of the spices are kept intact with the fully equipped German
grinding technology. Our Powdered Spices ensure the taste and
flavor of home grinded quality spices.
Radhuni powdered Chilli is vivid in color, precious in flavor.
Best variety of red chilli provides more hotness. We are engaged in
producing and marketing intrinsic quality of powdered spices (Like
chilli, turmeric,cumin and coriander), mixed spices and some ethnic
snacks (Like Meat Curry Masala, Fish Curry Masala, Garam Masala,
Haleem Mix, Chatpati Mix, Chanachur etc.) in terms of taste, flavor
& texture. Our products comply with international
phyto-sanitaion requirements. Starting its first export to South
Korea in 2002, the company is currently exporting to several
countries to Europe, Far East, Middle East and countries like USA,
Canada, Australia and Japan.
RADHUNI Meat Curry Masala
Radhuni Meat Curry Masala is riched mixed spices using
ingredients like chili, turmeric, coriander, cumin, fenugreek etc
to get the authentic taste of meat curry. This products is used as
a complete spice for all kinds of meat cooking.
RADHUNI Fish Currry Masala
Radhuni Fish Curry Masala is a mixture of spices to get
traditional taste of fish curry. Any kind of fish can be cooked
with this spice.
RADHUNI Garam Masala
RADHUNI Garam Masala is grind from various kinds of exotic
Spices like Cardamom, Cinnamon, Clove, Black Pepper, Mace, Nutmeg,
Bayleaf. Also, the essential oils and the precious flavor are
carefully retained.
RADHUNI Haleem Mix
Halim is a traditional, high-protein cereal-based mouth-watering
food that is cooked with meat. Radhuni Halim Miz is an
easy-to-prepare tasteful, nutritious food with spices. Easy to
prepare tasteful Radhuni Haleem Mix is a traditional ethnic,
high-protein, nutritious and cereal based food with spices.
RADHUNI Chatpati Masala
Blend of different spices makes the preparation easy, flavored
and tasty.
RADHUNI Biryani Masla
Specially made mixed spices for mutton, beef and chicken
biryani. The mixing of different spices maintains the standard
recipe to prepare delicious Biryani.
RADHUNI Panch Foron (Five Mixed whole spices)
Radhuni Panchforon is a mixture of different spices like cumin,
black cumin, aniseed, fenugreek and mustard. It is used especially
for preparing dishes like vegetable curry, fish curry, pickles,
Chatni etc.
RADHUNI Kheer Mix
Radhuni Kheer Mix is a ready-to-cook nutritious food that
contains carbohydrate, protein, fat and minerals. Its core
ingredients are automatic rice, milk, sugar and peanuts. It can be
garnished with cashew nuts, pistachio, dried grape (locally known
as kismis), etc. Kheer is very suitable as snacks and dessert.
RADHUNI Kasundi
Kasundi is a protein-rich spicy product manufacured from mustard
seed. as the main ingredient. This product is used as a condiment
and taste enhancer. It is highly used with green mango, with nearly
all types of fried foods, rice and vegetables. It stimulates
appetite and digestion and clears the sinuses. Its sharp flavour is
an essential component of many salad dressings and sauce.
RADHUNI Pure Mustard Oil Radhuni Pure Mustard Oil is
manufactured from graded mustard seeds and refined in an automatic
plant in modern seven layer purifiers. It's a great source of
energy and vital micronutrients. Having the original taste of
edifying spiller (locally known as ghani), Radhuni Pure Mustard Oil
is made of the best quality local mustard seeds. It is enriched
with unique puncency of pure mustard. It contains good amount of
mono-unsaturated fatty acid, which helps reducing bad cholesterol.
No artificial colour, flavour or chemical substance is added.
Mustard Oil is being used in different kinds of kneaded spicy
vegetable, fish and meat.
RUCHI Chips To get the real teste of tomato, chicken, shrimp
& pizza from chips, Ruchi is the best option. Ruchi Chips is
produced from high quality raw materials in a highly hygienic
condition using best technology in the
industry imported from Japan. Shrimp seasoned sticks contain
carbohydrate, minerals, and tomato, chicken and pizza seasoned
contain hydrolyzed vegetable protein (HVP) and essential minerals
which help to meet the nutritional requirements of growing children
and adults.
Using world class state-of-the-art technology we're
manufacturing mouth-watering Ruchi Chips with four real taste-
tomato, chicken, shrimp & pizza. Ruchi Chips has no artificial
color and contains hydrolyzed vegetable protein (HVP)&
minerals, which meet the nutritional requirements of growing
children as well as for adults.
RUCHI Chanachur
RUCHI Chanachur is of ethnic taste and crispy. This is
hygienically produced and enriched with different ingredients like
Rice flakes, Peanut, Lentils, Split Chickpeas, Mung Dal etc. with
mouth watering seasoning.
Two variants are available likeRuchi Chanachur. Ruchi
Chanachur-Hot. Ruche barbei-Q chanachur etc RUCHI Fried Dal (Spicy
Seasoned It is hygienically produced from selected Mung Dal. It is
always crispy, tasty & spicy. It's modern packaging ensures its
longer shelf-life. Ruchi Fried Dal is also available in fresh
Tomato Flavor. It is unique in taste. This tomato flevour Dal Bhaja
is completely a new concept in this country.
RADHUNI Salted Peanut It is manufatured in hygienic condition
and enriched with iodized salt and tasty seasonings. This hiprotein
tasty and crispy snack gives mouthful taste. RADHUNI Salted Peanut
is packaged in autometic
sealing machine with three-layer packaging material that helps
to sustain its taste and quality for a longer period. The product
contains no added colour and flavor
Ruchi Mouth Freshener
Ruchi Mouth Freshener is a fun-eating mouth-freshing item that
is especially suitable after meal, in festivals and after hours of
continuous work. It is suitable for consumers of all ages. It has
aniseed that acts against indigestion, date- a good source of food
fiber, which reduces the risk of certain cancers. It is also a good
source carbohydrate that provides quick energy. Dates contain
potassium that is important for normal growth and building muscle.
It helps reduce the risk of high blood pressure and stroke. Perfect
mixture of different tasty and crispy ingredients like, Dry Dates,
Aniseed, Coconut, Melon seed, Coriander Dal, silver coated Cardamom
and menthol, etc. gives a fresh feeling. Also, ideal for chewing
especially during leisure, after meal or hours of continuous
working.
Sunfill
Sunfill is a product of world famous brand "Coca-Cola" marketed
by Square Consumer Products Ltd. makes a nutritious and tasty fruit
flavored drinks for the all age groups which enriched with Vitamins
and Calcium.
Product Life Cycle: RADHUNI has just finished its introduction
stage in the product life cycle (PLC) and it is now at the
beginning of the growth stage in PLC. The company must spend
substantial funds to keep up with high market growth. There are
also competitors in the market and it is very important to fight
with the competitors to survive in the market.
For that we have to take the following steps: 1.We have to keep
reminding our potential customers.
2.We have to make our product available to the customers. 3.We
have to maintain the growing sales of our product
Square consumer has a strong team for Research and Development.
The members consistently seek opportunities to find the new demands
and meet them by launching new products. It has achieved a strong
brand image. It has selected a good relevant brand name for its
products whereas other firms suffering from it. It talks quality
and gives quality to its customers. it has updated manufacturing
plant with the capacity to meet the demand. It has a wide variety
of products which others do not have.
PRICE
Price is one of the major factors of a product. When we are
studying about the SQUARE CONSUMER PRODUCTS LTD. what we are found
is they cautious about the price of their product. They always try
to make their product reasonable that everyone can get there
product. That s why they release their product by different
division like small size of packet to large. When we talk about the
customer they told us that, we found RADHUNI S small to large size
of packer so we can easily effort the product.
DiscountWhen we are talked with customer then they told us that
they don t get any discount from company. But sometimes some
shopkeepers give a little discount on written price of that
product. Officially distributer get discount and they give discount
to retailer, like a retailer ordered 1 dozen packer of any product
then they supply 13 piece of product to that retailer.
Credit termWhen we go to the distributors then they told us that
company allows 15 or sometime one month credit facility. But in the
case of retailer, they have not get any credit facility. When we
listen detail from them, than they said that distributors give
sometimes 6 hour credit facility.
Place
They are maintaining a strong distribution network in the
country. At present a total no. of 112 (One hundred twelve) highly
experienced Distributors are engaged to market our products
throughout the country. SQUARE CONSUMER PRODUCTS LTD. is also the
sole distributor of Coca Cola Far East Ltd. for SUNFILL powdered
drink.
SQUARE CONSUMER PRODUCTS LTD. widened its horizon by exporting
and marketing its products abroad within one year from the date of
its inception. SQUARE CONSUMER PRODUCTS LTD. is now strengthening
its export operations on its way to becoming a high-performance
global competitor by supplying quality food products at competitive
price. Its products comply with international phytosanitaion
requirements. Starting its first export to South Korea in 2002, the
company is currently exporting to several countries to like:
y y y y y y y
Europe Far East Middle East USA Canada Australia Japan.
Inside the country what they do is, they first supply the bulk
amount of product to the division distributers. Then the division
distributers supply the product to the district distributers. After
that district distributers supply the product to the retailers.
Like this way: Company
Division distributers
District distributers
Retailers
Promotion
Advertising Objective: On the part of our advertising objective
we aim to make people quality conscious and at the same time to
pursue people to buy our products. The main objective of this ad is
to reach the target customers within specified time to create
awareness.
Media vehicle In terms of TV ad our media vehicle will be
Channel I and NTV. Initially we decided to give ad in BTV but
considering our budget and market competition we decided to give ad
in NTV and Channel I first.
Money: Here we will determine how much we are going to spend for
our TV commercial, which means we have to prepare a budget for our
TV commercial. For preparing the budget we have to consider the
following things.
Promotion mix 1. Television advertisement: As our target
consumers are urban women in this case, uses of television for
advertise will be very effective. That means television has high
reach media for this particular product and TV is the most common
and effective way of communication. Though it is expensive, it is
very effective. If a TV ad can be prepared properly then it can
play a vital role to increase the popularity of the product. For
television ad it is very important to choose the right time to
deliver the advertisement. Usually women watch television at night
7:00 pm to 11:00 pm, when Bengali drama goes on and that is right
time to show the advertisement of RADHUNI . Because at this time
women watch drama and they are very fond of drama. Trough this, it
will be very easy for us to reach our potential buyers. That s why
we rank it first
Advertising Frequency: Advertising frequency means the number of
repetitions needed to put across the brand s message to customers.
However, it has an important impact on the advertising budget. Our
target market is the people of middle class and upper middle
classes those who belong to the urban and sub urban areas. To grab
the attention of this target market the ad will be displayed on the
most popular TV channels of the country, like on the Ntv and
onChannel i. People of the middle class to upper middle class
families are the regular viewers of any of these channels. So we
want to display our ad for six times a week for a month in any of
the mentioned channels, then we will be able to reach our target
market. That is, the viewers of any of these channels are getting
knowledge about the product for 24 times a month
Cost of Advertisement:
Our ad is a 40 second ad which we will show 24 times a month.
The cost of displaying the ad in one transmission is given
below:
For Ntv:
Just before NEWS- 40 seconds duration- - 18000 tk In mid break
of any Program/Film- 40 seconds duration- -12000 tk
For Channel i:
Just before NEWS- 40 seconds duration- - 18000 tk In mid break
of any Program/Film- 40 seconds duration- -18000 tk (The rate is
almost similar on any of the most popular TV channels
The ad will be displayed on the Ntv for 1 month: So, the cost
will be--6 times a week for 1 month: Total = 6 timesX4 weeks= 24
times
1st week: (Just before NEWS) Total cost on 1st week=6 times X
18000 = 108000 tk
2nd week: (In mid break of any Program/Film) Total cost on 2nd
week=6 times X 12000 = 72000 tk
3rd week: (Just before NEWS) Total cost on 3rd week=6 times X
18000 = 108000 tk
4th week: (In mid break of any Program/Film) Total cost on 4th
week= 6 times X 12000 = 72000 tk Total cost for Ntv
(108000+72000+108000+72000) = 360000 tk
The ad will be displayed on Channel i for 1 month: So, the cost
will be--6 times a week for 1 month: Total = 6 timesX4 weeks = 24
times
1st week: (Just before NEWS) Total cost on 1st week=6 times X
18000 = 108000 tk 2nd week: (In mid break of any Program/Film)
Total cost on
2nd week=6 times X 18000 = 108000 tk
3rd week: (Just before NEWS) Total cost on 3rd week=6 times X
18000 = 108000 tk 4th week: (In mid break of any Program/Film)
Total cost on
4th week= 6 times X 18000 = 108000 tk Total cost for Channel
i(108000+108000+108000+108000) = 432000 tk. Total cost for TV
Commercial (360000+432000) = 792000 tk
Message: The best way to communicate with customers is through
message. Senders communicate with the receivers through messages.
The form of Message can be various types like verbal, oral, visual
etc. It is very important to choose an appropriate message for the
senders which can be easily understood by the receivers. The
message of our brand which is RADHUNI is that it provides purity
and it is healthy for us and also it takes a very little amount to
cook food.
Media: After choosing the message, the next task is to choose
media to carry it. The steps here are deciding a desired reach,
frequency and impact. As our target consumers are urban women in
this case, using of television for advertisement will be very
effective. That means television has high reach media. for this
particular brand and TV is the most common and effective way of
communication. Though it is expensive, it is very effective. If a
TV ad can be prepared properly then it can play a vital role to
increase the popularity of the product. For television ad it is
very important to choose the right time to deliver the
advertisement
Reasons for choosing TV as a media: Since our target market is
women of upper and middle class in urban areas and since they are
scattered in different parts of the country, the best way to reach
them by giving ads on TV. Moreover this is the best way to attract
consumers to our brand through a creative advertisement. We will be
able to grab the attention of the consumers by using different
senses. It is very important to touch the hearts of the consumers
in consumer products like RADHUNI. The ad should be creative enough
which can attract and retain consumers and which consumers remember
forever. Some of our main reasons for choosing the TV as a media
are given below: 1.Only TV can provide a very realistic view of our
product. 2.Cost per exposure will be low because of huge number of
customers. 3.TV can cover a wide range of area. 4.Creativity is
high
Script
At the opening we have taken a long shot to get the view of the
location of the action nicely. We showed that a middle age woman
who is a housewife is cooking food in a beautiful kitchen.
In the second shot a voice will ask a question to the woman, the
question is The spice powder mix that you are using is hygienic and
pure? Then in the next shot the woman will say that No, I do not
know. I have not thought about it . Here the woman is confused.
At the fourth shot the voice will again ask a question. The
question is Does the spice mix that you are using make your food
tasty .
In the reply the woman will say that No not that much I have to
put a little lot of spice.
After that, the voice will again ask her Do you know using of
too much spice is harmful for health, it can cause ulcer or many
other food related diseases . Then the woman will say Then? Here
the woman is again confused.
Then the voice will say use Radhuni spice powder it is healthy,
it will make your food tasty and it takes a very little amount to
cook food
At the last shot we will show that the woman is cooking food
with Radhuni spice powder andnow the she is happy.
AUDIO There is constant background music from the beginning till
the end of the commercial.
2. Sales promotion:promotion is crucial in attracting consumer.
It can be of directly or via the intermediaries. Sales promotion is
important to increase the sales. It is important to give incentives
to intermediaries to make them satisfied. Otherwise they will
switch the brand. RADHUNI is giving retailers and wholesalers
various type of sales promotion like They give various types of
incentives
3. Billboard advertisement:In the big cities, billboard ads are
also very effective media. Women always roam around the city for
shopping. So it will be also very effective media to send our
massages to the potential buyers. For billboards it is very
important to choose the place of billboard. In the case of
selecting a location for billboard ads we should choose those
locations where a woman goes usually. It can be near to the market
places. In this way we can build awareness in our target consumer s
mind. Billboard can be effective for this particular situation.
That s why we rank it third.
4. Newspaper advertisement:As our targeted consumers are service
holder women. So to position our product, we should give
advertisement on newspaper also. Here newspaper advertisement can
be effective for those women who has a job or busy with own
business. Because these women read newspaper more than the typical
house wife and every morning they must read newspaper. On the other
hand some house wives also read women related pages in newspaper
like recipes for cooks, fashion pages etc. So it will be also
helpful to send massage through newspaper to our target consumers.
That s why we rank it forth. Moreover to promote RADHUNI we can
arrange some sort of TV programs, where someone will teach
different type of cooking with the RADHUNI powdered spice. We can
also organize cooking contest to build awareness.
COMPITETORS POSITION
Product description:PRAN Group
PRAN spices and mix spices: Customer wants low price and always
availability in the market for this type of products (culinary
products). PRAN products do so. The features that they offered is
made by considering customer need. They dont use costly features to
the product yet. So customer can use the product very easily.
Spices are marketed in very safe packets for customers. PRAN has
the variety in the packaging by color and size. In the kitchen PRAN
is so familiar. In rural area spices market PRAN is well ahead then
others. Village people are their big target market. Customers are
very much suitable with their present marketing. Spices products of
pran are chili, turmeric, coriander, and cumin seed. On the other
hand mix spices are also familiar to the customer like as, Curry
Powder, Fish Mix, Haleem Mix, chopati mix,meat masala, chicken
masala. All products are different from other companys product by
their quality. Pickels and chatney: from the beginning of the
business PRAN chatney are satisfied the customers, still. Taste and
quality still hold their position in the market. Mustered oil: from
the ancient time, Bangladeshi people are used to with mustered oil.
It is used for increasing taste by mixing with other carry. As well
as it has some external use for keeping health good. Customers want
pure mustered oil from sellers. PRAN now exporting mustard oil that
makes them different from others. PRAN potato crackers and
chanachur: When customer wants some snacks most of the time potato
crackers do the solution. They use quality potato for satisfying
customers..in travelling or in outside job people often need dry
food and crackers are the immediate products to fulfill that need.
Potato crackers have the attracting packet and contain 20-25g of
product, so that customer can easily use. PRAN chanachur has the
extended use of snacks. It has mini size, middle size and large
size packet. Simultaneously PRAN dal vaja, badam vaja, fried pies
also satisfying the customers. PRAN mango juice:
From the beginning PRAN mango juice is familiar to the common
people. Its a quality product that still has a strong market share,
as well as a hard competitor for any other juice brand in
Bangladesh.
ACI Pure:Spices and mix spices: ACI pure is the new brand
comparing the others. but has a strong image on customer mind. Not
too many village people are familiar with it. The necessity of pure
food in the minds of Bangladesh consumers especially in the
commodity food business has pushed ACI to fill up the market demand
by producing food products such as spice, edible oil, snacks,
confectionary etc. Now the customers of Bangladesh are ensured with
100% pure food products under the brand name of 'Pure'. ACIs
portfolio covers practically basic spices, mixed spices, cereals,
edible oil, snacks and confectionary categories.
ACI focusing on improving the food habit of consumers through
providing more ready to cook products and ready to eat as well. ACI
foods limited exports Pure and Fun Brand products to Australia,
UAE, Kuwait, Saudi Arabia, Bahrain, Qatar and many other countries
to come into the list. Mix spices makes the food easier to make and
testy. Mix spices include haleem mix, khir mix, and meat curry mix.
Pure Kheer Mix is an easy cooking cereal based products. Its ideal
as dessert and also for entertaining guests. Pure Haleem is very
nutritious with a mouth-watering taste. Pure Meat Curry Masala is a
flawless blend of different spices like chili, turmeric, coriander,
cumin, black pepper, ginger, garlic, cardamom, cinnamon, clove and
bay leaf to reduce the cooking hassle while providing the
mouth-watering taste of ethnic meat curry.
Fun chanachur and pure toast: Fun Chanachur is the hottest
consumer brand of ACI Foods ltd with its sizzling taste. This fresh
and crispy Snack is available now in spice flavor and wins the
hearts of millions. Best quality raw materials are used to
produce Fun Chanachur by using modern quality control technology
& state-of-the-art machineries. In market there are various
types of packets for customers. Pure Toast ACI Pure Toast, Prepared
with quality ingredients using modern technology, is very crispy
and tasty. ACI Pure Toast is not only favorite snack for children;
it is equally liked by health conscious adults. While preparing
some foods, ACI Pure Toast can also be used as ingredient for
better taste. Pure mustered oil: Pure Mustard Oil is extracted from
high quality home-grown mustard seeds and filtered properly to
maintain pungency and good health Pure salt: ACI Pure Salt was
launched in 2005. Within the very short period it has been enjoying
the pride of the Brand Leader. The best in its kind, ACI Pure Salt
is vacuum evaporated, free flowing and properly iodized. It is also
very porous and free flowing. Iodine is coated in every single
grain which makes it an essential product for the children; the
absence of right quantity of iodine in their food may cause mental
disability to them.
PLACE:
Customer can find PRAN products up to the village market. Cause
PRAN marketed products for all rural side as well as abroad the
world. PRAN uses all the media like television advertisement,
newspaper, billboards, radio advertise for marketing. Using the
common people psychology PRAN is in the mind of many customers.
Today, our consumers not only value PRAN for its authentic
refreshing juice drinks products , but also for its mouth watering
quality confectionery products with high visual appeal and exciting
texture. They intend to
expand their presence to every corner of the world and strive to
make PRAN a truly international brand to be recognized globally.
For PRAN mustered oil the demand is cooperatively more in abroad
Bangladeshi people then in home. Inside the country what they do
is, they first supply the bulk amount of product to the division
distributers. Then the division distributers supply the product to
the district distributers. After that district distributers supply
the product to the retailers. ACI Pure: ACI pure do not so much
popular in rural market. But it has the strong market in town or
city market. They have turned out International market label
product. As a result we are exporting our products in foreign
market. Sell abroad Countries are United Kingdom(UK), Kuwait,
Bahrain etc
PRICE:PRAN Group: Comparatively PRAN product has a little bit
lower price than others. Because their large target market is rural
people/village people. In the target market of PRAN most customers
are price sensitive; so a small decrease in price can do many
change in market share and sell has been increase. At the same
time, small increase of price can do many customer falls and hamper
in profit margin. PRAN often offered discounts by price to get more
attention. ACI Pure: ACI Pure products price not so much high but a
little bit higher for their quality and packaging. So village
people use less ACI Pure products. But they have a good image and a
strong market share in the market. In terms of discount and credit
items, retailer get more benefits then the common buyers. ,like: 10
taka off with a1 dozen product. Normal buyer dont buy so many
products at a time, but retailer do.
PROMOTIONAdvertising frequency means the number of repetitions
needed to put across the brands message to customers. However, it
has an important impact on the advertising budget. Our target
market is the people of middle class and upper middle classes those
who belong to the urban and sub urban areas. To grab the attention
of this target market the ad will be displayed on the most popular
TV channels of the country. PRAN Group: In almost all the rural
side of Bangladesh PRAN are established their image and keep their
message strongly to the customers. PRAN has already reach their
goal by advertising on television, newspaper, billboards etc.
various types of traditional occasion is the main time of making
and publishing new advertisement and promotion. (like: in the EID
time, pohela boishakhetc). in case of Bangladesh, sometime some
environmental issues can be barrier for advertisement, but it can
easily overcome because of their strong position. Comparing the
past PRAN is now more standers, active and colorful because of
other strong competitors and gradually quality has been increase.
ACI Pure: ACI pure has a strong market in urban area comparing to
the village market. They also have all types of media
advertisement
Suggestions1- Square consumer product is relatively high price
in the market but competitors have low price. So they cant be the
market leader. They should reduce the price to get large market or
make their target market larger. 2- Square consumers major concern
is urban people but in our country large number of people lives in
village. So company should also have concern about the rural
area.
3- Company should have differentiation in their product. Which
make a image in customer mind. 4- Company has to provide good
quality product to satisfy their customer and make a wide range of
verity.
5- In the section of distribution our company is not that much
strong like PRAN and PARTEX. So distribution channel should be
increase to reach at the last corner of our country. By this sells
will be increase. 6- Promotional activities should have cover all
the section like newspaper, sponsorship, TV advertisement
,billboard etc covering all areas of people.
7- Create and maintain a good relationship with customer. And
found a easy way for getting feedback of customer. 8- Should have
strong and reliable relation with suppliers that raw materials will
not affect the product price suddenly.
9- Company can forward their business in exporting their product
out of the borderline.
10- Marketing strategies should be advance. Because they skip
some of the portion which is important for them to be the market
leader.
Analyzing marketing mix on this company we recommended that for
the overall improvement of Marketing Mix Company should focus on
below points: PRODUCT: Physical good Features Quality level Product
lines Packaging Branding PLACE: Objectives Channel type Market
exposure Kinds of intermediaries Kinds and locations of stores How
to handle transporting and storing Recruiting intermediaries
Managing channels PROMOTION: PRICE: Objectives
Objectives Promotion blend Sales promotion Publicity Selection
Motivating Advertising Targets Kinds of ads Media type Copy thrust
Prepared by whom
Flexibility Level over product life cycle Geographic terms
Allowances THE END