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
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 contribution in completing this report on “Analysis of 4P’s, 4 C’s &
Strategy of Top Juice.”

1
 Executive Summary

“Sajeeb Corporation” a renowned business organization in Bangladesh, located at Farmgate

in Dhaka. They produce various types of consumer products. The Company was established
in year 1983. A unit of Sajeeb Corporation is Hashem Foods Products, established in 1998,
today the fastest growing manufacturer for processed foods, confectioneries, & beverages in
Bangladesh. Internationally standardized state of the art technology with stringent quality
control & assurance system is being used and monitored through entire stage of production
process. Their mission is distribute quality foods at reasonable price for better living
worldwide. They produce various types of consumer products, such as: Top juice, Shezan
juice, Tang, Kolson semai, Kolson noodles, Shezan mango bar, Shezan badam, Shezan
mango pickle, Shezan chanachur, Shezan mango jam, Ravi instant drink powder, Shezan
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. They use marketing Mix, because they want to develop the
products and want to capture the market very rapidly by their product. They use two flavors
for Top juice, such as Mango and litchi flavor. They use four (4) types of bottle for Top juice.
They use non- returnable glass bottle, non- returnable plastic bottle and non- returnable paper
pack (known as slim pack). The size of Top juice is 900 ml, 200 ml. They follow pre- paid
system for payment from the distributor. The distributor pays the money in the Head office
and then the company reached the products to the distributor. They offer free transportation
to the distributor. The company also offers logistic support to the retailer. Top juice coverage
all over the Bangladesh. They use television & radio advertisement, billboard, add on
newspaper, wall writings, exhibition, participating in fair for promotion of Top juice. The
company also uses free offer, coupon offer, and scratch card offer for increasing sales. They
think the customers are satisfied with Top juice and it keeps vital role in customer solution.
The organization use multi- market strategy to capture all the market. They expect both
higher sales and higher market share from multi market strategy. The organization use
product positioning strategy. Top juice is best in its quality, flavor & test. The assistant
manager of marketing and sales Md. Maksudus Samad think that, “Top juice holds a major
part of market, it is best than other juice, it is also cheaper than others, and Top juice also
captures the market very rapidly.”

2
Chapter-1
Introduction

3
• Background of the study:
As a student of B.B.A it is very much essential to know about marketing mix. On the
other hand book knowledge is not enough to understand marketing mix. For that reason
we go through Sajeeb Corporation to gather real life of marketing knowledge. And to
understand that how they capture the market, fight with the competitors, to use product,
price, place promotion.

• Report objective:
Behind every work there have a hidden objective. We have also some objectives behind
making of this report. The main objectives of this report are given below:

 To analyze marketing mix of Top juice, this includes product, price, place, and
promotion.
 To analyze customer satisfaction on Top juice which includes customer solution,
customer cost, customer convenience and communication.
 To analyze present and future market strategy.

• Specific objectives:
 To analyze 4P’s of Top juice.
 To analyze 4C’s of Top juice.
 To analyze current market strategy.
 To analyze future market strategy.
 To identify threats and opportunities of a company.
 To identify weakness of the company.

4
 • Methodology:
Methods followed to perform a job or conducting activities to complete a task is called
methodology. In conducting this strategy the following methodology was adopted in
collecting data and information, preparation of report etc.

 Types of research:
The purpose of market research is to provide relevant data that will help to solve marketing
problems that a business will encounter. This is absolutely necessary in the start-up phase.
Conducting thorough market survey is the foundation of any successful business. In fact,
strategies such as market segmentation and product differentiation would be impossible to
develop without market research.

There is several kind of research approach; we use descriptive and survey approach for
analysis marketing mix of Top juice. Descriptive research is to describe things, such as the
market potential for a product or the demographic and attitudes of consumer who buy the
products. To use this approach we analyze marketing mix and consumer satisfaction level of
Top juice.

 Sources of data:
To gather company information we use both primary data & secondary data.

 Secondary data:
Secondary data consist of information that already exists somewhere, having been collected
for another purpose. Secondary data provided a good starting point for research problem and
objectives. This is available more quickly and at a lower cost then primary data. We collect
secondary data from company office, internet, and business magazines. We get various

5
information from secondary data such as, the capital of the company, the customer
satisfaction level of Top juice, and profit gain by the company per year etc.
 Primary data:
Primary data consists of information collected for the specific purpose at hand. We collect
primary data from consumer and company trough some question. For example, to consumer
we ask questions, such as, Are you satisfied about Top juice? , Which advertisement you like
most? , What price level you expected from Top juice? To company we ask questions like,
What types of discount you provided to your consumer? What are you doing to increase sales
of Top juice? How you fulfill consumer need of Top juice?

 Research approach for gathering primary data collection:

Research approach for gathering primary data collection we use both observational and
survey approach.

Observational research involves gathering primary data by observing relevant people, action
and situation. Observational research can obtain information that people are unwilling or
unable to provide. In some cases, observation may be the only way to obtain the needed
information. In contrast, something simply can’t be observed, such as feelings, attitudes, and
motives or private behavior. Long term or infrequent behavior is also difficult to observe.
Because of this limitation, we use observation method along with surveys data collection
method. We use observational research approach when we asking question to the consumer
or to the company employee.

Survey research, involves gathering of primary data by asking people question about their
knowledge, aptitude, preference and buying behavior. This is the most widely used method
for primary data collection, is the approach best suited for gathering descriptive information.
The major advantage of survey research is in its flexibility it can be used to obtain many
different kinds of information in many different situations. We use survey research approach
by making questionnaire for consumer and company.
The survey method of us is given below:

For consumer: Total respondent: 15

Male : 07

6
Female :08
Male ( in percent) = 46.66% Female (in percent)= 53.33%

7
• Contract method for primary data collection:
Information can be collected by mail, telephone, personal interview, and online. We use
personal interview to collect primary data. Personal interviewing takes two (2) forms
individual and focus group.

Individual interviewing involves checking with people in their homes and office, on the stress
or in the shopping malls. This form of interview is fixable. Through this form of interviewing
can ask different types of question and observe reactions and behavior of consumers. We use
this form to collect our information.

Focus group interviewing involves inviting fifteen (15) consumer and three (3) employees to
gather for a few hours with an interviewer to talk about a product, service or organization, the
interviewer “focus” the group discussion on important issues. We use this form when we
conducting group discussion.

• Sampling plan for primary data collection:

We draw a conclusion about larger groups of consumer by studying a small sample of total
consumer population. A sample is a segment of the population selected to represents the
population as a whole. By that we can make accurate estimates of the thoughts and behaviors
of the larger population. We take a probability convenience sample. This represents the
researcher selects the easiest population members from which to obtain information. We
select 15 people from a market place. There were seven male and eight female respondent we
use for primary data collection.

• Research instruments:
To collect primary data we use both open ended and close ended questions. For example:
To customer: Do you satisfied with the quality, price, and shape of Top juice? Ans: Yes / No.
What are your expectations and suggestions to Top juice?
………………………………......................................................................................................
......................................................................................................................................................
To company: Do you use marketing mix? Ans: Yes / No
How many size you use for Top juice? Ans: …………………………………………………

8
• Limitations of the study:
Every company has some secrecy, which can’t be and should not be disclose to an outsider so
we had some limitations to enter in to the affairs of the company in depth. Moreover, the
employees of the company had their own routine duties. In spite of their full corporation we
failed to discuss about every intended aspects in details.

 Lack of information:
Information on which is so important for prepare a report. The main limitation of our report is
lake of information. The limited sources of secondary information and the controlled
accessibility caused difficulty in getting the confidential information. For example, records of
product real price were restricted as it is a private limited company. Although we can’t
collects enough information from internet about Top juice. But we collect various
information from company office about Top juice.

 Lack of time:
Our course duration is so limit. In this short time we want to prepare our report properly and
want to include more information. But we aspects that, if we get enough time we can prepare
our report more properly and more attractive.

 Lack of marketing intelligence:

Market intelligence is systematically collection and analysis of public available information
and we want to analyze public available information but as a student we have lack of
marketing intelligence. For lack of marketing intelligence we can’t get collect information.

 Lack of professional knowledge:

As a student we are not professional about marketing analysis. Professional researcher has
vast knowledge about marketing analysis. But we have not vast knowledge about marketing
analysis, like professional researcher. But we want to prepare our report properly. If we had
vast knowledge, we could prepare our report more appropriately and attractively.

9
 Chapter-2
Analyze 4P’s, 4C’s and Strategy
Of
Top Juice

10
• Historical background of the Company:

“Sajeeb Corporation” a renowned business organization in Bangladesh, located at Farmgate

in Dhaka. They produce various types of consumer products. . The Company was established
in year 1983. A unit of Sajeeb Corporation is Hashem Foods Products, established in 1998,
today the fastest growing manufacturer for processed foods, confectioneries, & beverages in
Bangladesh. Internationally standardized state of the art technology with stringent quality
control & assurance system is being used and monitored through entire stage of production
process. Their mission is distributing quality foods at reasonable price for better living
worldwide. They produce various types of consumer products, such as: Top juice, Shezan
juice, Tang, Kolson semai, Kolson noodles, Shezan mango bar, Shezan badam, Shezan
mango pickle, Shezan chanachur, Shezan mango jam, Ravi instant drink powder, Shezan
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.

11
• 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.

Marketing mix

Promotio
Product n
Price Place

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.

12
 • 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 Whole seller Retailer price Consumer

size Single Case (tk) Single Case(tk) Single Case(tk)
bottle(tk) bottle(tk) bottle(tk)
Non Returnable 900ml 46 414 47.5 427.5 50 450
glass bottle 200ml 10 240 10.5 252

Non returnable 200ml 8.5 544 9 576 10 640

Plastic bottle

Paper pack 200ml 8.5 544 9 576 10 640

(Slim pack)

13
• 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

• Price:

14
 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 Whole seller Retailer price Consumer

size Single Case (tk) Single Case(tk) Single Case(tk)
bottle(tk) bottle(tk) bottle(tk)
Non Returnable 900ml 46 414 47.5 427.5 50 450
glass bottle 200ml 10 240 10.5 252

Non returnable 200ml 8.5 544 9 576 10 640

Plastic bottle

Paper pack 200ml 8.5 544 9 576 10 640

(Slim pack)

• 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

15
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.

• Logistic support:

16
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.

Coverage area of Top

juice
Industry of Top juice

17
• 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.

18
 • 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:
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

Satisfaction (in percent)

60%
50%
40%
30% Series1
20%
10%
0%
d
Sa ied

ig ssa ed
sa d

di f ied

ie
ie

sf
f

D t isf
tis

N t isf

is

at
sa

t
ss
y

ot
hl

i
y
ig

hl
H

Satisfaction level

19
 Fig-1: Male customer satisfaction on variety

Fem ale custom er satisfaction on

varitey of Top ju ice
Satisfaction (in percent)

70%
60%
50%
40% S eries 1
30%
20%
10%
0%
d

ied
d
ed

fie

ied
fie

is f
fi

tis

tis

tsf
tis

at
Sa

sa

sa
sa

ss

dis
t
hly

Di
No

ly
g
Hi

gh
Hi

S a tisfa ction le ve l

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:

20
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:

Male customer satisfaction on

quality

50% 50%
Satisfacti 40%
on 30%
level(in 20% 15% 15%17%
percent) 10% 3% Series1
0%
Highly Dissatisfied
satisfied
Satisfaction level

Fig-3: Male customer satisfaction on quality

21
 Female custmer satisfaction in
quality

45%
20% 20% 15% Series1
0%
Highly Dissatisfied
satisfied
Satisfaction level

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.
• 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:

22
 C u s to m e r p e r c e p tio n o n
d e s ig n in g a n d p a c k a g in g

100%
85%

50%
15% S e rie s 1
0% S1
N o ne e d to
N e e d to
c ha n g e
c ha n g e

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:

23
 M ale cu sto m er satisfactio n o n
co st
Highly s atis fied

80% 65% S atis fied

60%
Not s atis fied
40%
15%
20% 10%5% 5% Dis s atis fied
0%
1 Highly
dis s atis fied

Fig-6: Male customer satisfaction and cost.

Female customer satisfaction

on cost
Highly satisfied
80% 70%
Satisfied
60%

40% Not satisfied

20% 12% 10% Dissatisfied

3% 5%
0%
1 Highly
dissatisfied

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.

24
• 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

General store
25%

45% Departmental
store
Super value
30% shop

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”

25
 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.

26
 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.

27
  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.

28
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:

29
 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.

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.

30
Chapter – 3
Findings

31
• 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.

32
 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.

 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.

33
• 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.

 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.

34
 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

35
 Asma Alam Id: 06071101042

Submitted To:
Moniruzzaman
Lecturer of marketing

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.

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We are very much grateful to you for kind assistance. Thank you for your valuable time and
cordial consideration.

Sincerely yours
Sazzad 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.
(b) Company head office
(c) Company website: www. Sajeebcorp.com

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