Marketing Strategy of Abul Khair Consumer Goods Division: a study of Laksam Territory

Ch-1: Introduction

1.1.          Introduction

Marketing strategy is an organizational strategy that combines all of its marketing goals into one comprehensive plan. Marketing strategy is basically a process that can allow an organization to concentrate its resources on the optimal opportunities with the aims of increasing sales and gaining a sustainable competitive merit. Marketing strategy includes all long term and basic activities in the field of marketing that deals with testing the expertise of strategic initial situation of a company.

Marketing strategy is a heart of marketing plan. Marketing plan is product specific, market specific, or company wide plan that describes activities involved in achieving specific marketing objectives with in a set time frame. A market plan begins with the identification (through market research) of specific customer needs and how the firm intends to fulfill them while generation an acceptable level of return. It generally includes analysis of the current market situation (opportunity and trends) and detailed action programs, budgets, sales forecasts, strategies, and projected financial statement. 

Marketing strategy—the marketing logic by which the company hopes to create this customer value and achieve these profitable relationships. The company decides which customers it will serve (segmentation and targeting) and how (differentiation and positioning). It identifies the total market, then divides it into smaller segments, selects the most promising segments, and focuses on serving and satisfying the customers in these segments. Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps). To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control. Through these activities, the company watches and adapts to the actors and forces in the marketing environment.

Globalization has given a new dimension to the present competitive market. Now the local companies have been competing with the multinational company. So cope up with competition company need a unique marketing strategy to create value for customers and build strong profitable customer relationships in order to capture value from customers in return. Abul Khair Consumer Goods was drawn their marketing strategy from market research and focus on the right product mix in order to achieve the maximum profit potential and sustainable business.

Abul Khair & Company believes that personal selling is more powerful than advertising. AKCGD has strong sales force and they present the company to the actual and potential customer in order to make sales and to make profitable long time customer relation. They recruited large number of territory sales officer (TSO), sales representative (SR) and contract mar cent riser (CM); their responsibility is contact with whole sales outset, retail outlet, tea stall outlet, hotel and horeca, institution and corporation, to make sales and build long term relationship with them.

1.2.         Literature Review

 “Strategic marketing as seen as a process consisting of: analyzing environmental, market competitive and business factors affecting the corporation and its business units, identifying market opportunities and threats and forecasting future trends in business areas of interest for the enterprise, and participating in setting objectives and formulating corporate and business unit strategies. Selecting market target strategies for the product-markets in each business unit, establishing marketing objectives as well as developing, implementing and managing the marketing program positioning strategies in order to meet market target needs”(Drucker, 1973).

“A statement in very general terms of how the marketing objective is to be achieved, e.g. acquiring a competitive company, by price reductions, by product improvement, or by intensive advertising. The strategy becomes the basis of the marketing plan" (Hart & Stapleton, 1977).

“The role of strategic marketing is to lead the firm towards attractive economic opportunities, that is, opportunities that are adapted to its resources and knowhow and offer a potential for growth and profitability” (Lambin, 1977).

“The establishment of the goal or purpose of a strategic business unit and the means by which it is to be achieved through management of the marketing function"(Baker, 1984). “Understanding the strategic situation confronting an organization is an essential starting point in developing a marketing strategy” (Cravens, 1986).

“Although definitions for the term vary, we define marketing strategy as a consistent, appropriate and feasible set of principles through which a particular company hopes to achieve its long-run customer and profit objectives in a particular competitive environment”( Baugh).

“Although marketing has basically a strategic conception of the selling activity, we use to distinguish between strategic marketing and operational marketing, depending on long term or short term objectives. Strategic marketing starts in thoughts about current situation of the company and situational analysis and possible evolution of the markets and the environment, with the goal of detecting opportunities which can establish objectives” (Aramario & Lambin, 1991).

“There is no unified definition upon which marketers agree. Instead, there are nearly as many definitions of it as there are uses of the term. Clearly, marketing strategy is a commonly used term, but no one is really sure what it means” (Schnaars 1991).

“The strategic marketing process therefore implies deciding the marketing strategy based on a set of objectives, target market segments, positioning and policies"(Bradley 1991).  

“The primary purpose of a marketing strategy is to effectively allocate and coordinate marketing resources and activities to accomplish the firm’s objectives within a specific product market. Therefore decisions about the scope of a marketing strategy involve specifying the target-market segment(s) to be pursued and the product line to be offered. Then, firms seek a competitive advantage and synergy, planning a well integrated program of marketing mix elements.”(Walker, Boyd, Larreché 1992).  

“Marketing strategy is mainly indicated by the marketing objectives, customer and competitive perspectives and product/market momentum (i.e. extrapolation of past performance to the future), form the basis of marketing strategy. Marketing strategy is developed at the business unit level. Within a given environment, marketing strategy deals essentially with the interplay of three forces known as the strategic 3 C’s: the Customer, the Competition and the Corporation. A good marketing strategy should be characterized by clear market definition, a good match between corporate strengths and the needs of the market, and superior performance, relative to the competition, in the key success factors of the business. Marketing strategy, in terms of these key constituents, must be defined as an endeavor by a corporation to differentiate itself positively from its competitors, using its relative corporate strengths to better satisfy customer needs in a given environmental setting. Based on the interplay of the strategic three C’s, formation of marketing strategy requires the four decisions. Such as where to compete. (Definition of the market), how to compete, that is, it requires a means for competing, when to compete, that is, it requires timing of market entry. In its strategic role, marketing focuses on a business’s intentions in a market and the means and timing of realizing those intentions. The strategic role of marketing is quite different from marketing management which deals with developing, implementing and directing programs to achieve designated intentions. To clearly differentiate between marketing management and marketing in its new role, a term -strategic marketing. - has been coined to represent the latter”. (Jain 1993).

“Strategy which defines the general principles for reaching objectives related to the specific SBU’s and target markets. It contains the main directives of the marketing expenditure, marketing actions, and resource allocation in this area. It includes decisions like: segmentation strategies, positioning, and communication. The definition of marketing strategies referring to the marketing plan: it is one of the sections which integrate the marketing plan and its own objective is to present an action plan which will be utilized to reach the marketing plan objectives.” (Camara, 1995).

“The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals." (Bennet, 1995).

“Marketing strategy creates pathways to a desirable future. The output from such marketing strategy analysis and choice (or strategic marketing decision) is a marketing strategy statement”. (Sudharsan, 1995).

“The selection of target markets, the marketing mix and the marketing expenditure levels. The marketing strategy is the way in which the marketing function organizes its activities to achieve a profitable growth in sales at a marketing mix level. A marketing strategy may be defined as a plan (usually long term) to achieve the organization’s objectives as by specifying what resources should be allocated to marketing, by specifying how these resources should be used to take advantage of opportunities which are expected to arise in the future. A marketing strategy would consist of identifying markets and customers needs in those markets, planning products which will satisfy the needs of these markets, organizing marketing resources, so as to match products with customers in the most efficient and effective way possible, i.e., so as to maximize customer satisfaction and the organizations profits or sales revenue, (Or whatever its objectives are!) at the same time”. (Kotler 1997).

“ A methodology of analysis which pretends the knowledge of customers needs and the forecast of potential options ( ours and competitors) in order to gain competitive advantage in a long term (sustainable ) and defendable”. (Munuera & Rodriguez, 1998).

“The term “marketing strategy” reflects the company’s best opinion as to how it can most profitably apply its skills and resources to the marketplace. It is inevitable broad in scope. Marketing strategies are the means by which a company achieves its marketing objectives and are usually concerned with the 4 p’s”. (McDonald 1999).

“Strategic marketing means looking at the whole of a company’s portfolio of products and markets, and managing the portfolio to achieve the company’s overall goals”. (Jain 2000).

“A marketing strategy consists of an internationally integrated but externally focused set of choices about the organization addresses its customers in the context of a competitive environment”. (Bradley 2003)

 

1.3.   Objective of the Study

1.3.1.  Board Objective

The board objective is to find out marketing strategy of Abul Khair Consumer Goods Division: A study on Laksham Territory (Comilla)

1.3.2.  Specific Objectives

The specific objectives are:

§  To identify the market segmentation

§  To key out the product strategy

§  To find out the pricing  strategy

§  To denote the distribution process

§  To detect the promotion strategy

 

1.4.               Theoretical Background

1.4.1    Market segmentation

Market segmentation is the process that companies use to divide large, heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs. AKCGD segmented the market into seven divisions, all divisions divided into 156 regions than all regions separated into 725 territories.

1.4.2    Marketing Mix

A Marketing Mix is the combination of product offering used to reach market for the organization. The marketing mix comprises the product (what the actual offering comprises, product means goods- and –services combination the company offers to the target market.), Price (the value exchanged for the offering, Price is only one of the marketing mix tools a company uses to achieve its marketing objectives. Price is the amount of money changed for a product or services, so the sum of the values that customers exchange for the benefit having or using the product or service.), promotion (the means of communicating that offering to the target audience, promotion means activities that communicate the merits of the product and persuade target customers to buy it.) and distribution (also known as place, the means of having the offering available to the target audience). The Marketing mix is also known as the four Ps.

1.4.3    Advertising

Making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action.

Or, we can say that advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising objectives can be Informative, Persuasive or Reminder.

Marketing management must make four important decisions when developing an advertising programs; setting adverting objectives, setting the adverting budget, developing adverting strategy(message decision and media decision), and evaluating advertising campaigns.

1.4.4    Sales Promotion

Sales promotion consists of short-term incentives to encourage purchase or sales of product or service. Whereas advertising and personal selling offer reasons to buy a product or service, sales promotion offers to buy now.

1.4.5    Personal Selling

Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationship. Abul Khair & Company believes that personal selling is more powerful than advertising. AKCGD has strong sales force and they present the company to the actual and potential customer in order to make sales and to make profitable long time customer relation. They recruited large number of territory sales officer (TSO), sales representative (SR) and contract mar cent riser (CM); their responsibility is contact with whole sales outset, retail outlet, tea stall outlet, hotel and horeca, institution and corporation, to make sales and build long term relationship with them.  

1.4.6    Public relation

Public relation is building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors, stories and events.

1.4.7    Consumer Promotion

Sales promotion as know is a very important component of marketing promotion. Consumer promotion (e.g. coupons, samples, contests, sweepstakes and price packs) is a part of sales promotion that is targeted towards the final buyers of consumer products (kotler and Armstrong, 2002). There can be various types of consumer sales promotion; some are incentive based while others are communicative in nature (Kotler et al., 1999; Tellis, 1998). The incentive-based promotions can be price – oriented promotion or non price-oriented promotion. According to Britannica (article 21279) advertising presents a reason to buy a product but consumer promotion offers a short-term incentive to purchase. Consumer promotions often attract brand switchers (those who are not loyal to a specific brand) who are looking primarily for low price and good value. Thus, especially in markets where products are highly similar, consumer promotions can cause a short-term increase in sales. Abraham and Lodish (1987) stated that many consumer goods categories sold 90% of their volume on special deals, which is a result of consumer promotion. Consumer promotion is thought to be a tool that helps manufacturers and retailers to achieve their objectives of generating sales (Alvarez and Casielles, 2004). They also stated that the influence of sales promotions on the consumer would also depend on the consumer’s characteristics.

1.4.8    Brand Image

Brand positioning is the distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the communication mix. Or, the specific niche in which the brand defines itself as occupying in the competitive environment. Positioning addresses differentiating brand attributes, user benefits and target segments, singly or in combination.

1.4.9    Customer service

Customer service is the provision of service to customers before, during and after a purchase. Its importance varies by product, industry and customer. As an example, an expert customer might require less pre-purchase service (i.e., advice) then a novice. In many cases, customer service is more important if the purchase relates to a “service” as opposed to a “product”. Customer service may be provided by a person (e.g., sales and service representative), or by automated means called self-service. Examples of self-service are Internet sites. Customer service is normally an integral part of company’s customer value proposition.

1.5       Conceptual Framework

The factors influencing the marketing strategy of AKCGD are:

D.V.: Marketing Strategy of AKCGD

Here: In.V. = Independent Variable and D.V. = Dependent Variable

Figure No.: 01

Title: Conceptual framework

Source: Author

1.6       Methodology

1.6.1    Scope of the study

The distributor is covering the area if we consider Laksam as a center, Holodia in North West poll, Bagmara in North poll, Buchi Bazar in North East poll, Jukti Khola in East poll, Chondona in East South poll, Mandargown in South poll, Chitosi in West poll side.

1.6.2 Sources of data

(a) Sources data:

All marketing information comes either from internal sources to the firm or from external sources during the project.

(b) Tools of data collection:

(I) Primary Data: Data originally collected for an investigation are known as primary data. Such data are original is character and are generated in large number of surveys by some individual institutions.

(II) Secondary Data: The data, which are collected for some earlier research work and are applicable or useable in the study. I have presently undertaken that the secondary data can be divided into two types. Such as –

(1) Internal Secondary Data

(2) External Secondary Data

Secondary data are obtained by visiting competition offices and is the report of the company. Both primary and secondary sources of data were explored for the study.

·         Primary Sources:

            (I) Official records of AKCGD         

            (II) Face to face interview with the AKCGD officials

·         Secondary Sources:

            (I)   Monthly financial report of AKCGD

            (II) Through different web address.

            (III)  Other published materials

1.6.3 Questionnaire Design

All questions are likert scaling format. A sample of 50 people was taken by using sampling method of convenient sampling. The data are collected from students, self- employed, professional, salaried, retired people and housewife. All respondents are selected from the area of Laksam territory.

1.6.4 Limitation of the Study

The present study was not out of limitations. I faced some limitations at the time of preparing this report.  But as an intern it was a great opportunity for me to know the sales activities. Some constraints are as follow;

·         One of the major limitations is the shortage of time. Since the officials had no enough time to respond toward my query but they had tried their best to help me to provide information.

·         Because of the limitations of various sources of information the report doesn't contain many important information and data. So, I was incapable to provide valuable information.

·         The main constraints of the study are inadequate access of information, which has hampered the scope of analysis required for the study.

Ch-2: Company Profile

2.1 Company Profile

The founder Chairman of Abul Khair Group was Late Md.Abul Khair. Abul Khair Group is one of the leading conglomerates in Bangladesh. The company has grown with an incessant speed since its birth in 1953. Starting the business in the field of Tobacco, at present, the company has made successful footsteps into heterogeneous industries. (Source: www.abulkhaircgd.com)

As a course of conduct to flourish business in diverse industries, the company first time marked its foot print in consumer products sector in 1993 by investing in condensed milk market. After its establishment, Abul Khair Consumer Goods Division has never looked back and been launching successful consumer goods brands one after another. (Source: www.abulkhaircgd.com)

In its twenty years of remarkable journey, the division has generated various winning brands. Now the division has the portfolio of six categories with numerous brands and sub brands. As it is said earlier, the venture of Consumer Goods Division started with the launching of Starship Condensed milk which is still considered as one of the pioneer brands in the condensed milk product category. (Source: www.abulkhaircgd.com)

On the other hand, the division has occupied a strong grip in different milk powder categories. For instance, Marks Full Cream Milk Powder is the renowned brand in milk powder category in Bangladesh. Other powder milk brands i.e. Starship Full Cream Milk Powder and AMA Full Cream Milk Powder are also generating substantial impacts on their respective target ground. (Source: www.abulkhaircgd.com)

Juice and drinks of Consumer Goods Division are the two most popular categories which really speak about their better quality and taste. Since its launching in 1998, Starship Mango Juice proudly holds its superior presence in the market. By considering the enormous response the company then came up with other juice brands like Starship Fruity and Starship Real Fruity. In drinks category Shaad Lychee and Shaad Orange drinks are popular both in local and International market. Finally, Starship Chocolate milk, which comes in two sizes are preferred by all age group. (Source: www.abulkhaircgd.com)

Tea which falls under hot beverage category was introduced in the year 2004 in the name of Seylon. Seylon has different varieties of tea for its different consumer group which ranges from household to corporate people and tea stall to restaurant. The different brands are, Seylon Gold, Seylon Supreme, Seylon BOP, Seylon Churamoni Dust, Seylon Dust, Seylon Gold Pyramid Tea Bag and Seylon Double Chamber Tea Bag. (Source: company website)

In 2004, the company has first time come up with Snacks item named Shaad Chanachur. After that the brand has been re-launched in the name of Shaad Kurmure Chanachur with the development of taste and packaging.  Now the brand has been extended to Shaad Kurmure Jhal Chanacur, enhanced by world famous Nagachili, Shaad Kurmure Bar-B-Q Chanachur with unique and even more distinctive Smoky Grilled flavor, Shaad Kurmure Classic Chanachur and Shaad Kurmure Dal Bhaja. (Source: www.abulkhaircgd.com)

Most recently the company has put its money into candy market with launching of Kids Candy. There are two brands under the umbrella of Kids Candy i.e. Kids Caramel Candy and Kids Green Mango Candy.

Until now the division has travelled a prosperous journey and nurtured a vision to do so in the future. 

Chronology of launching the Brands:

Products Name	Year
Starship Condensed Milk	1993
Starship Full Cream Milk Powder	1993
Marks Full Cream Milk Powder	1996
Starship Mango Juice	1997
Seylon Tea	2004
Shaad Chanachur	2004
Kids Candy	2012

Table-1: Chronology of launching the brands

Source: (http://www.abulkhaircgd.com)

Abul khair group is engaged in manufacturing and distributing food and beverage, Cement, Tobacco, Steel Products, Baby food, Condensed milk powder milk, snacks and tea. They are also engaged in Tobacco processing and exporting, Prominent in trading business. The popular brands of the company are Starship, Marks, Shah Cement, Sun Moon (Cigarette), Marise (Cigarette), Goru marka Dhew tin, AKS Steel and Mother’s Smile etc. Abul khair Consumer Goods Division has been operating their business operation nationally. One off the most important benefits of Abul khair Consumer Goods Division that is Customers are willing to buy Abul Khair Consumer Products to get assurance that they will be getting high quality products. Abul Khair Consumer goods Division have an extensive brand image and it gained significant competitive advantage. Now it is capitalized on its high quality and reasonable price. (Source: www.abulkhaircgd.com)

Business moral of Abul Khair –

"We, never step back".

I do not know why Abul Khair & Company uses this moral. I think this means company will be looking forward and want to expend their marketing area. As they started business in 1953 after a long time, they are the one of the leading company in Bangladesh.

2.2 Organizational Structure of AKCGD

Figure-2:  Organogram of board of Directors

Source: Primary Source

2.3 Marketing Department of AKCGD

Figure-3:  Marketing Team of AKCGD

Source: Primary Source

2.4 Vision and Mission of Abul Khair Group

·        Vision of Abul Khair Group

An aspirational description of what an organization would like to achieve or accomplish in the mid-term or long-term future. It is intended to serves as a clear guide for choosing current and future courses of action, (Business dictionary). Vision of AKCGD is to be the market leader; commitment to sustainable growth; value creation for all stake holders; provide, safe, innovative and quality of products; maintain service excellence; address needs of society; and add value to quality of life-society.

·        Mission of Abul Khair Group

A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization. (Kotler & Armstrong, Principle of marketing, 14^th Ed. P-39).  Mission of AKCGD is enhancing the value that we deliver to our customer; improving share holder value; providing new and innovative offerings; focused technology and business diversification; consistent quality of product; service excellence at rot level; and being locally and globally competitive.

·        Division

Abul Khair Consumer Goods market is divided into seven divisions. They are:

1. Dhaka North Division

2. Dhaka South Division

3. Chittagong Division

4. Sylhet Division

5. Comilla Division

6. Barisal Division

7. Rangpur Division

Abul Khair has 156 regions and 725 territories. (Source: Primary source)

2.5. Product information of AKCGD

2.5.1    Star Ship sweetened condensed milk

Starship pasteurized sweetened condensed milk provide perfect ingredient for tea, coffee and desserts.

Launced: December 25, 1995. SKU: 397 gm, Pcs per carton: 48 pcs

Ingredients: Super quality milk powder, refined cane sugar, purified vegetable fat, lactose and non fat milk solid.

Manufactured under the super vision of: D.Turnkey Dairies, Denmark.

2.5.2 Full Cream Milk Powder

      a) Marks full cream milk powder

The ultimate balanced nutrition for your healthy family. It is an ideal drinking milk enriched with all required vitamins and minerals like A, D,B, Zinc, Protein and Calcium.

Launched: 1997

Nutrition: Vitamin A, B, D, Zinc, Protein, Calcium with other 15 Vitamins & 11 Minerals.

SKUs: 2 kg, 1 kg, 500 gm, 400 gm, 250 gm, 200 gm, 100 gm, 75 gm, 25 gm.

Imported: From Australia (from the renowned world class supplier of milk).

a)      Marks Active School

Marks active school is a 100% naturally made milk powder which contains pro-bone minerals, immune guards, brain developers and energy booster that helps developing your child’s body and brain.

Launching: October, 2011, SKUs: 400 gm: 24pcs.

Imported: From Australia (From the renowned world class supplier of milk).

b)      Starship Full Cream milk powder

Starship Full Cream milk powder is rich and creamy milk powder which is appropriate for making cuds, beverages and desserts.

Launched: March, 1996, SKUs: 2 kg: 6pcs; 1kg: 12pcs; 500 gm: 24pcs; 400 gm: 24pcs; 75 gm: 60pcs; 25 gm: 120pcs;

Imported: From Australia (From the renowned world class milk supplier)

c)     AMA full cream milk powder

AMA full cream milk powder is creamy powder milk for commercial use.

Launched: 2010   

Manufactured by: Murray Goulburn Co-operative Co. Ltd. (The world class supplier of daily ingredients and retail products for over 60 years) and marketed by Abul Khair Milk Products Ltd.

SKUs: 2kg: 6pcs; 1kg: 12pcs; 500 gm: 24 pcs

2.5.3                Tea (hot beverage)

a)    Seylon Supreme

Seylon Gold finest leaf tea is the finest tea leaves collected from the best tea gardens in the country. These are available in three sizes and are specially marketed from commercial use.

SKUs: 1kg: 20pcs; 500 gm: 40pcs; 250 gm: 80 pcs;                               

b)     Seylon Gold

Seylon Gold tea is an extra strong blend (10% extra strong) to give tea connoisseurs (lovers) a perfect refreshment.

Launched: June, 2010

SKUs: 400 gm: 50pcs; 200 gm: 50pcs; 100 gm: 100 pcs; 50 gm: 200pcs; 10 gm: 500pcs;

c)     Seylon Dust

Seylon Dust is fine grainy blend of pekoe dust and red dust and is popular in the Northern part of Bangladesh. This kind of dust is an ideal choice for Tea stalls as they are fine particles of tea and when brewed in water, they release bright color and strong aroma very fast.

Launched: January, 2012, SKUs: 500 gm: 40pcs

d)     Seylon BOP

Seylon BOP (Broken Orange Pekoe) is a high quality leaf tea. This grade of tea leaf gives a mellow brew that suits these who prefer to take their tea with milk. Seylon BOP tea is good for restaurant and commercial use.

SKU: 500 gm: 40pcs

e)     Seylon Churamoni Dust

Seylon Churamoni Dust is the finest particles of tea and is used in tea stalls for instant and very strong liquor.

Launched: July, 2012; SKUs: 500 gm: 40pcs; 250 gm: 80pcs;

f)      Seylon Pyramid Tea Bag

Pyramid shape tea is the “first & only” in the Bangladesh. The pyramid shape provides breathing space for the tea leaves to complete open up and for better circulation. Special blend with a unique shape to give you a perfect tea. SKU: 100 gm (40 pieces)

g)     Seylon Double Chamber Tea Bag

Apart from its strong and thick liquor no use of stapler pin and no use of adhesive make Seylon Gold Double Chamber Tea Bag more appealing to the tea bag lovers.

SKU: 100 gm (40 pieces)

2.5.4 Cold Beverage

 a) Starship Mango Juice

Starship Mango Juice is lived by all for its real taste of mango obtained from pure mango pulp. Launched date December 25, 1995; SKUs: 200ml (48 pcs)

b) Starship Mango Fruity

Starship Mango Fruity, A sip of real mango fruity gives you a healthy and active feeling’

Launched: December 25, 1995; SKUs: 250ml: 48pcs; 125ml: 80pcs

d)     Real Fruity

Starship Real Fruity is delicious, healthy and active fruit juice obtain from natural mango pulp; Launched: September, 2011; SKUs: 200ml: 48pcs

e) Starship Chocolate Milk

Starship Chocolate milk, a chocolaty delight with nutrition of milk. Ingredients: Recombined milk, Cocoa Powder, Refined Sugar, Stabilizer, Vitamins. SKUs: 200ml: 48pcs; 125ml: 80pcs

f) Shaad Orange Drink

Shaad Orange Drink is real orangey refreshment.

Launched: December, 1999; SKUs: 170ml: 72pcs.

g) Shaad Litchi Drink

Shaad Litchi Drink a cool drink from yummy juicy litchi

Launched: December 25, 1995; SKUs: 170ml: 72pcs.

2.5.5 Snacks (Chanachur)

a) Shaad Kurmure Bar-B-Q Chanachur

The Bar-B-Q flavored Chanachur is the latest extension in kurmure chanachur line. Its smoky grilled flavor is unique and even more distinctive. Launched: March, 2012;

SKUs:  150gm: 50pcs; 35gm: 200pcs

b) Shaad Kurmure (Fire and Ics) Jhal Chanachur

Kurmure (Fire and Ics) Jhal Chanachur is enhanced by world’s famous Nagarchili. The perfect blend of hottest, crispy taste and hot spices makes Kurmure fire and ice will-liked by everyone. Launched: December 25, 1995; SKUs: 150g: 50pcs; 50g: 100pcs; 25g: 200pcs

c) Shaad Kurmure Classic Chanachur

The favorite blend of nutrition, crispy taste and spices makes kurmure classic chanachur a popular snacks for all age people. It gives you the extra taste with extra nuts.

SKUs: 350g: 40pcs; 150g: 50pcs; 50g: 100pcs; 25g: 200pcs.

d) Shaad Kurmure Dal Bhaja

Kurmure Dal Bhaja is automated machine made with selected local best golden green gram fried in deep oil for keeping its crispy taste. SKUs: 30g: 288pcs per bag.

2.5.6 Candy

March, 2012 AKCGD launched 4 types of candy. They are:

a.       Kids Caramel Candy

b.      Kids green mango candy

c.       Kids milk candy

d.      Kids litchi candy.

2.6 Competitor’s Products

Competitor’s products are as follows:

SL.	Own	Competitors
1	Condensed Milk(Starship)	Danish, NO-1, Goalini, Fresh, Quality
2	Marks	Fresh, Dano, Diploma, Today
3	Seylon Tea	Ispahany, Finlay, Swalesh, Fresh
4	Starship Mango Juice	Pran, Acme, Shezan, Danish
5	Snacks (Shad Chanachur)	Bombay, Pran, Ruchi, BD
6	Candy	Pran, Olympic, Danish

Table-2: Own vs. competitors product

Source: Primary sources

Ch-3 Analysis and Findings

3.1. Analysis and Findings

1.      Respondents age

Statements	Quantities
15-25	26%
25-35	46%
35-45	22%
45 Above	6%

Table-3: age of respondents

This table shows that 26% respondents age are 15 to 25; 46% respondents age are 25 to 35; 22% respondents age are 35 to 45 and 6% respondents are 45 above.

Graph-1: age of respondents

2.  Respondents gender

Statements	Quantities
Male	76%
Female	24%

Table-4: gender of respondents.

This Table shows that 76% respondents are male and 24% respondents are female.

Graph-2: Gender of respondents

3.  Respondents occupation :

Occupational Statement	Quantity (%)
Students	20%
Self-employed	16%
Salaried	24%
Professional	26%
Housewife	8%
Retired	6%

Table-5: Occupational statement of respondents.

This table shows that 20% respondents are students; 16% respondents are self-employed; 24% respondents are salaried; 26% respondents are professional; 8% respondents are housewife and 6% respondents are retired.

Graph-3: Occupational statement of respondents.

4.  Respondents education:

Educational Statement	Quantity (%)
Under SSC or equivalent	0%
SSC or equivalent	14%
HSC or equivalent	56%
Graduate or equivalent	18%
Post graduate or equivalent	12%

Table-6: Educational statement of respondents.

This table shows that 0% respondents are under SSC or equivalent; 14% respondents are SSC or equivalent; 56% respondents are HSC or equivalent; 18% respondents are graduate or equivalent and 12% respondents are post graduate or equivalent.

Graph-4: Educational statement of respondents.

5.  I’m satisfied with the features and benefits of this product

Statements	Quantity (%)
Strongly disagree	6%
Disagree	32%
Neutral	10%
Agree	28%
Strongly agree	24%

Table-7: Satisfaction level of respondents.

This table shows that 6% respondents are strongly disagree; 32% respondents are disagree; 10% respondents are neutral; 28% respondents are agree; and 24% respondents are strongly agree with the features and benefits of this product.

Graph-5: Satisfaction level of respondents.

6.  I think the prices of AKCGD products are so high.

Statements	Quantity (%)
Strongly disagree	14%
Disagree	18%
Neutral	14%
Agree	38%
Strongly agree	16%

Table-8: Respondents statement about Product price.

This table shows that 14% respondents are strongly disagree; 18% respondents are disagree; 14% respondents are neutral; 38% respondents are agree; and 16% respondents are strongly agree that the process of AKCGD products are so high.

Graph-6: Respondents statement about Product price.

7.  If offered discount, I would be interested in buying this product

Statements	Quantity (%)
Strongly disagree	8%
Disagree	16%
Neutral	12%
Agree	18%
Strongly agree	46%

Table-9: Respondent statement about product discount.

This table shows that 08% respondents are strongly disagree; 16% respondents are disagree; 12% respondents are neutral; 18% respondents are agree; and 46% respondents are strongly agree if company offered discount, they would be interested in buying this product.

Graph-7: Respondent statement about product discount.

8.  The sales person was very courteous

Statements	Quantity (%)
Strongly disagree	6%
Disagree	16%
Neutral	16%
Agree	38%
Strongly agree	24%

Table-10: Respondents statement regarding courteousness of sales person.

This table shows that 06% respondents are strongly disagree; 16% respondents are disagree; 16% respondents are neutral; 38% respondents are agree; and 24% respondents are strongly agree that sales person was very courteous.

Graph-8: Respondents statement regarding courteousness of sales person.

9.  The sales person was very knowledgeable and understood my needs.

Statements	Quantity (%)
Strongly disagree	12%
Disagree	28%
Neutral	06%
Agree	28%
Strongly agree	26%

Table-11: Knowledge ability and understandability of sales person.

This table shows that 12% respondents are strongly disagree; 28% respondents are disagree; 06% respondents are neutral; 28% respondents are agree; and 26% respondents are strongly agree that sales person was very knowledgeable and understood consumers needs.

Graph-9: Knowledge ability and understandability of sales person.

10.  Personal selling is better than advertising

Statements	Quantity (%)
Strongly disagree	14%
Disagree	16%
Neutral	10%
Agree	26%
Strongly agree	34%

Table-12: Personal selling vs. advertising.

This table shows that 14% respondents are strongly disagree; 16% respondents are disagree; 10% respondents are neutral; 26% respondents are agree; and 34% respondents are strongly agree that personal selling is better than advertising.

Graph-10: Personal selling vs. advertising.

11.  I’m likely to recommend this product to people I know.

Statements	Quantity (%)
Strongly disagree	06%
Disagree	24%
Neutral	08%
Agree	20%
Strongly agree	42%

Table-13: Recommendation of this product to others

This table shows that 06% respondents are strongly disagree; 24% respondents are disagree; 08% respondents are neutral; 20% respondents are agree; and 42% respondents are strongly agree that they will likely to recommend this product to people they know.

Graph-11: Recommendation of this product to others

12.  After Sales Service is important

Statements	Quantity (%)
Strongly disagree	02%
Disagree	10%
Neutral	06%
Agree	22%
Strongly agree	60%

Table-14: Important of after sales service.

This table shows that 06% respondents are strongly disagree; 24% respondents are disagree; 08% respondents are neutral; 20% respondents are agree; and 42% respondents are strongly agree that they will likely to recommend this product to people they know.

Graph-12: Important of after sales service.

13.  AKCGD has strong brand image

Statements	Quantity (%)
Strongly disagree	10%
Disagree	18%
Neutral	10%
Agree	28%
Strongly agree	34%

Table-16: Brand image of AKCGD.

This table shows that 10% respondents are strongly disagree; 18% respondents are disagree; 10% respondents are neutral; 28% respondents are agree; and 34% respondents are strongly agree that AKCGD has strong brand image

Graph-13: Brand image of AKCGD.

14.  Product is available in the market

Statements	Quantity (%)
Strongly disagree	04%
Disagree	08%
Neutral	08%
Agree	26%
Strongly agree	54%

Table-17: Product availability in the market.

This table shows that 04% respondents are strongly disagree; 08% respondents are disagree; 08% respondents are neutral; 26% respondents are agree; and 54% respondents are strongly agree that they will likely to recommend this product to people they know.

Graph-14: Product availability in the market.

Ch-4: Recommendation and Conclusion

4.1. Recommendation

Among the fast moving consumer goods company AKCGD is one of the prominent native company which has several product line and many more come in future. So in term of consumer perception and positioning they should make in mind the following recommendation–

Research on the characteristics of effective salespeople indicates that many different personality types can be successful in sales. However, successful salespeople do share some common characteristics. They are highly motivated, dependable, ethical, knowledgeable, good communicators, flexible, creative, confident, and emotionally intelligent.

• AKCGD in Laksam needs to increase the efficiency of Consumer Contact in a more planned way.
• In the weak belts in respect of less volume share AKCGD can increase the Market Share by improving the Consumer Contact with the help of Competent Workforce.
• AKCGD needs more improvement in Merchandising Maintenance System.
• TSO is always under pressure due to High Target Achievement, managing the Distributor issues as well supervising the SR.
• Sales force should be more trained up and proactive to capture the market.
• Product availability should be maintained by the company.
• Production should be as per demand of the customer.
• It is recommended that certain promotional activities to be undertaken in order to effective the program like face to face discussion, free samples, incentives providing etc.
• It is recommended that AKCGD should arrange for training program of all the employee, sales personnel and executives.
• The concerned sales & marketing executive should occasionally visit the remote markets to encourage the SR.
• As a big Target Market, AKCGD is ignoring the Rural Areas in Area of TSO, which should be considered.
• Sales Representatives and TSO are the earning hand of any Organization. But there is no provident fund for TSO and SR as well as the percentage of the commissions or salary of Salesmen is less.
• Authority should pay more attention on promotional tools.
• Authority should adopt performance appraisal system.
• Product quality should be sustainable.
• AKCGD can implement product to product offer. For example, if consumer buys five kg tea he will get 1pcs condensed milk.
• For distributor AKCGD can offer half yearly or yearly incentive if they achieve their target.
• AKCGD should increase budget for advertising.
• AKCGD has 6 types of product and 69 SKU (stock keeping unit) one SR is not able to call or make or all SKU daily. So, Product line can be divided by two categories. Such as, Condensed milk; Powder milk and Tea are one category and Snacks; Beverage and Candy are other categories.
• Call productivity (CPT) and line per call (LPC) should be increased.
• AKCGD should collect monthly nil memos then immediately lifting product of nil memo outlet.
• Implement school base program
• Hire celebrity and popular player as a brand ambassador.
• Sponsor to the various types of national program. Such as, independent day.

4.2. CONCLUSION

We should study marketing strategy because we all use marketing strategy to achieve our target. If we want to work in business, we need to know about environment, market competitive, market segmentation and business factors affecting the corporation and its business units, identifying market weakness and opportunities as well as threats, anticipating potential trends in business. We should make a strong marketing mix which is the combination product, price, promotion and distribution, so that we can create value for the customer, make profitable customer relationship to captures value from customer in return. Advertising can increase sales of company because potential customers are informed and actual customers are awarded about the product. Advertising also helpful for a distributor to increase sales and achieve their target. Knowledge able and courteous salespeople is curtail for a company. Salespeople engage in a wide range of activities, including providing information on products and services to customers and employees within their firms. Most of us are not aware of many of these activities because the salespeople meet most frequently work in retail stores. However, the most exciting, rewarding and challenging sales positions involve building partnerships: long-term, win–win relationships with customers. The specific duties and responsibilities of salespeople depend on the type of selling position. However, most salespeople engage in various tasks in addition to influencing customers. These tasks include managing customer relations, serving as the account team manager for their firm, managing the relationships with vendor and channel members, and providing information to their firm.  After conducting this assignment successfully I found that AKCGD of Bangladesh can be able to create a significant position to our economy and try to boost up the economy of Bangladesh. In conclusion I can strongly predict that AKCGD contains a great future ahead of it.

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http://www.abulkhaircgd.com/index.php

http://en.wikipedia.org/wiki/Abul_Khair_Group

www.answers.com

www.bangladeshyellowpages.com

http://www.businessdictionary.com/definition/vision-statement.html#ixzz3BhKLIm8m

Appendices

Questionnaire

The objective of this survey is to collect tangible information about the marketing strategies of AKCGD. Please let us know your spontaneous response to the question. All information provided by you will be kept confidential and we will be used purely for the academic purpose. Please give your unbiased & frank opinion.

Example of how to complete this questionnaire:

If you male:      Gender:             M         ⃝ F  

Section A- Personal Details

1.      Age:           ⃝ 15-25          ⃝ 25-35            ⃝ 35-45               ⃝  45 Above

2.      Gender:                    ⃝ M                   ⃝ F

3.        Occupation:              ⃝ Students                         ⃝ Self-employed               ⃝ Salaried              ⃝ Professional                   ⃝ Housewife                      ⃝ Retired

4.      Education:             ⃝ Under SSC or equivalent                         ⃝ SSC or equivalent             ⃝ HSC or equivalent                                   ⃝ Graduate or SSC or equivalent             ⃝ Post graduate or SSC or equivalent

                 

Section B- Organization Related Information
To what extent do you agree with each of the following statements? Please indicate answer using the following 5-point scale where: 1 = Strongly disagree,    2 = Disagree,    3 = Neutral,    4 = Agree,      5 = Strongly Agree
SL.	Statements	1	2	3	4	5
5	I’m satisfied with the features and benefits of this product.	⃝	⃝	⃝	⃝	⃝
6	I think the prices of AKCGD products are so high.	⃝	⃝	⃝	⃝	⃝
7	If offered discount, I would be interested in buying this product	⃝	⃝	⃝	⃝	⃝
8	The sales person was very courteous	⃝	⃝	⃝	⃝	⃝
9	The sales person was very knowledgeable and understood my needs.	⃝	⃝	⃝	⃝	⃝
10	Personal selling is better than advertising	⃝	⃝	⃝	⃝	⃝
11	I’m likely to recommend this product to people I know.	⃝	⃝	⃝	⃝	⃝
12	After Sales Service is important	⃝	⃝	⃝	⃝	⃝
13	AKCGD has strong brand image	⃝	⃝	⃝	⃝	⃝
14	Product is available in the market	⃝	⃝	⃝	⃝	⃝

Thank you very much for taking the time to complete this survey. Your feedback is valued and very much appreciated.