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Marketing Plan of Mum Mineral Water

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A Marketing Plan of Mum Mineral Water

Submitted To:

Shadrul Hassan Himel

Lecturer Department of Business Administrarion East West University

Submitted By:

Md.Abdul Kader Zelani

2-10-024)

(2009-

Bivas Joydhar Sayka Islam A.N.Asadullah Farzana Rahman

(2010-3-10-180)

(2010-3-10-286)

(2011-2-10-074)

(2012-1-10-0173)

Subject: Marketing Management (mkt-201) Department of Business Administration

A Marketing Plan of Mum Mineral Water Submitted To: Shadrul Hassan Himel Lecturer Department of Business

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Letter of Transmittal

9th, April, 2014 Shadrul Hassan Himel Lecturer Department of Business Administration East West University Subject: Submission of the Marketing Plan.

Dear Sir,

We are very pleased to submit this report, which has been prepared for the requirement of the course MKT-201. We prepared this report with pleasure and enthusiasm since this research paper augmented our knowledge about the Marketing Management.

We have tried our level best to complete this report properly within all the constraints. We concentrated on areas that we believed would be the most relevant to make the report coherent as well as possible.

It was a great pleasure for working on this report to learn some real life lessons and firsthand knowledge. We would be glad to furnish you with any clarifications, if required.

Sincerely,

Md.Abdul Kader Zelani

Bivas Joydhar Sayka Islam A.N.Asadullah Farzana Rahman

(2009-2-10-024)

(2010-3-10-180)

(2010-3-10-286)

(2011-2-10-074)

(2012-1-10-0173)

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AKNOWLEDGEMENT

While the writing of this report had been difficult, the preparation for writing had been even harder. It certainly would not have been possible without the help of many people and we would like to acknowledge our appreciation to all those who had helped during the process.

First, we must express our gratitude to Shadrul Hassan Himel, our faculty, who helped us to make this report. His guidance in helping us to separate the important and necessary details from unnecessary certainly helped us to stay on the correct track and reduced our work somewhat.

Our gratitude goes out to all those people who helped during the difficult times when we felt like work hard and ready to give up. Specially, our team works within the group helped us lot. Every group member worked hard and tried to help each other and made the challenge easier also interesting.

Lastly, we would like to thank our family who has been with us not only these few weeks, but also during all the time of our life. They have been extremely patient and always willing to sacrifice when it came to our studies. Without such our wonderful families, we do not think we could have withstood all this semester, extremely difficult, months at East West University let alone complete this report.

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Table of Content

SL No.

Topic

Page No.

 

Executive Summary

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  • 1.0 Introduction

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  • 1.1 Origin

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  • 1.2 Objective of the Study

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  • 1.3 Scope of the Study

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  • 1.4 Limitation of the Study

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  • 1.5 Methodology of the Study

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  • 2.0 Background

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  • 2.1 Company Information

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3.0

Analysis of the Consumer Behavior

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  • 3.1 Profile of target market

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  • 3.1.1 Demographic factor

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  • 3.1.2 Social factor

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  • 3.1.3 Other findings

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3.1.4

Psychological factor

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  • 3.2 Memory

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  • 4.2 Recommendation and Conclusion

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  • 4.3 Bibliography

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Company overview:

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Bangladesh is a country of small & big rivers. In that country where lots of rivers are situated consumers cannot purchase pure mineral drinking water. But the reality is different consumers of Bangladesh buy “MUM Pure Drinking Water” in a very premium price. In 2001 Mum first launched in the market. At that time Duncan, Everest & Aqua were the main competitors of Mum. But those 3 brands were not able to capture consumer’s faithfulness. At that time Duncan had a strong brand name but there supply chain was not too much strong. Duncan only targeted push consumers. In the introduction level Mum was not able to enter consumer’s mind. During 2001-2002 water born diseases were the serious problem in Bangladesh. Consumers did not have any faith in WASA’S water. By that time consumers became more health conscious than before. Mum very smartly raps that opportunity. They hardly try to enter consumers mind through capturing consumers trust. Mum sponsored many political, social, religious, & sports events. Mum used president, opponent leaders, teachers, religious leaders as a reference group. Mum tried to sell bottled mineral water in many national political events. Sometimes they supplied mineral water free in many religious events. As a result consumers knew the purity of Mum Pure bottled mineral water. Strong reference groups always try to span the market of Mum. So Mum easily entered ordinary consumers mind. Efficient use of 4PS is another success factor of Mum. Design of Mum bottle is also draw consumers attention. Distribution system of Mum is very efficient. Mum is able to supply bottled mineral water at any place at any time. Recently Mum adds hotline service to receive consumers compile. In 2013 there is no doubt that Mum is the market leader. Ensuring recent consumer’s solution base on high consumer’s loyalty & satisfaction can be the success factor of “Mum Pure Bottled Mineral Drinking Water”.

This blog is base on the article of success factor of “Mum Pure Bottled Mineral Drinking Water”. Which was published in “Monthly Bazarzatkaran” in November 2012?

Executive summary

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LinkedIn is a social networking site for professionals. Many people use this for gathering information, expanding professional network and for many other reasons.

We survey about LinkedIn to find out what people actually think about it. We find out most people like & use this for making professional network. We also find out some people use this site for effective information, connecting with professionals, conducting company research, getting recommendations, connecting with friend’s etc. we find out people also like facebook & twitter for making social network. Most of the people visit this site twice a week and spend at least 30 minutes when they logged in this site. We also find out that what professional site they usually visit and probability of visiting & creating an account in this site.

Origin of the report

It is mandatory to attend Presentation and submit a report in the BBA program of the Department of Business Administration, East West University of Md.Abdul Kader Zelani,Sayka Islam,Bivas Joydhar,A.n asadullah,Farzana Rahman of 5 students , assigned the topic.

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Objectives :

(I) Broad objective

The basic objective of writing this report is to analyze the “Mum mineral Water” and find out some unique ideas or techniques that will help to improve the performance of Mum Mineral

Water” and increase its brand image among the people.

(ii) Specific objective

To introduce Mum Mineral Water limited.

To access the marketing mix and analyze the SWOT of Mum mineral Water

Salt. To point out some measures Mum Mineral Water has taken to recover the problems.

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1.3 Scope:

Mun Mineral Water Was first established in 2001.This term paper is know us mum mineral water

demand in Dhaka city and all other city. It is a comprehensive term paper based on structure questionnaire survey, data calculation consumer’s opinion, our perception, knowledge and the prescribed textbook of marketing management by our course instructor

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Methodology:

The main objective of the research is which factors are affecting the customers’ satisfaction of Mum Mineral Water and how much they put effect on customers’ satisfaction.

Research Design – This report is an entirely exploratory study. I prepared this report by actually conducting all the activities that I’ve enlisted in this report. Method for preparing the report was Qualitative research.

Data collection – To accomplish this report two types of data sources have been used:

Primary Data

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Secondary Data

Primary sources are:

• Customer’s attitude towards Mum mineral Water •Mum Mineral Water Sales Person Behavior • Checkout Counter System • Flyers & Banners placement for discount

• Salesperson’s Comments • Interviewing Customer Manager

Secondary sources are:

• Mum Mineral Water Web • Competitors Report • Newspaper Articles • Other Web Articles

Research Questions:

  • 1. Does Pricing, Packaging, Decorations of products have any linear impact on customer satisfaction of Mum mineral Water?

  • 2. Does Location, Customer orientation of the mart have any linear impact on customer satisfaction of Mum mineral Water?

  • 3. Does Product quality and Brand image have any linear impact on customer satisfaction of Mum mineral water?

  • 4. Do special offers have any linear impact on customer satisfaction of Mum mineral water?

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Hypothesis:

Null Hypothesis:

Independent variables (Pricing, Packaging, Decoration, Special Offers, Location, Customer orientation, Brand Image, and Product Quality) have no significant relationship with the dependent variable (What criteria you consider while buying a Mineral Water brand ?).So, the critical value of F is greater than the actual value of

F.

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Alternative Hypothesis:

Independent variables (Pricing, Packaging, Decoration, Special Offers, Location, Customer orientation, Brand Image, and Product Quality) have significant relationship with the dependent variable (What criteria you consider while buying a salt brand?).So, the critical value of F is smaller than the actual value of F.

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