American International

University-Bangladesh

Marketing Management

Section: ‘G’

Faculty Name: TAHSINA KHAN NIMMI

Reports On Marketing Mix 4p’s

SQUARE CONSUMER COMPANY LTD.

GROUP MEMBER’S NAME & ID

MD. TANVIR RAHMAN, ID: 09-13996-2

NOIMY MAHJABIN ISLAM, ID: 09-14409-2

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
Promotion 
The marketing mix principles (also known as the 4 p’s.) 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:

 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 a
number 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?

 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 3p’s are the variable cost for the organization. 

 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. 

 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 P’s are marketing "mix".You control the 4P’s. 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:

        4 P’s are interdependent (each depends on the others)

        4 P’s 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 like-

Ruchi 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 hi-
protein 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.

Discount
When 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 term
When 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 phyto-
sanitaion requirements. Starting its first export to South Korea in 2002, the company is currently
exporting to several countries to like:

 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 don’t 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 company’s 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. It’s
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'. ACI’s 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. It’s 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 don’t buy so many products at a time, but
retailer do.
 PROMOTION
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.

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
boishakh…etc). 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
 Suggestions

1- Square consumer product is relatively high price in the market but competitors have low
price. So they can’t be the market leader. They should reduce the price to get large
market or make their target market larger.

2- Square consumer’s 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:

 Objectives
 Promotion blend
 Sales promotion
 Publicity
 Selection
 Motivating
 Advertising
 Targets
 Kinds of ads
 Media type
 Copy thrust
 Prepared by whom

PRICE:

 Objectives
  Flexibility
 Level over product life cycle
 Geographic terms
 Allowances

THE END