Acknowledgement

I would like to express our gratitude to the almighty ALLAH at first, for being able to perform
our responsibilities and complete the report within the specific time. I am grateful to our faculty,
Md. Mazharul Anwar Assistant Professor Dept. of Accounting & Information System, Faculty of
Business Studies University of Dhaka.
We are grateful to our Singer Bangladesh Ltd. fellows, seniors and colleagues who gave us good
advice, suggestions, encouragement, their valuable time, support and provided me the most
relevant information based on which we have been able to prepare this report. The wonderful
working environment and group commitment of this organization has enabled us to deal with
many things. We have learned many things from the people of this organization, as it was the
very first corporate engagement of mine.
Finally, Thanks to our parents and friends without whose support, it would not have been
possible for me to be this determined and committed towards our responsibilities. Their support
has enlightened our student life and career.
EXECUTIVE SUMMARY

Singer Bangladesh Ltd is one of the oldest multinational companies of our country. The presence
of the company dates back to the British colonial era when the country was a part of the Indian
subcontinent. The first operation of Singer Bangladesh Ltd began in 1905. At the beginning,
sewing machine was the core product of the company. After that Singer has introduced,
Refrigerators, LCD/LED TV, Televisions, Air Conditioners, Fans, Washing Machines, Irons,
Microwave Ovens, Rice Cookers, Motor Cycles, Room heaters, Air coolers, Singer Furniture
and Kitchen Appliances as a part of its diversification program, ventured into manufacturing and
marketing of Furniture in 2013. With these wide ranges of product diversification Singer, have
established 379 retail outlets and 417 dealers located in different areas of our country to ensure
countrywide business. Along with this, the company has their own three factories where they
manufacture and assemble different models of Televisions, Air Conditioner, Furniture etc. And a
Joint venture with International Appliances Ltd which has one factory as well. Singer
Bangladesh opened a new refrigerator plant at Savar in Dhaka, The factory is part of
International Appliances Ltd, in which majority is owned by Singer, in a joint venture with a
large international home appliance manufacturer based in China.
The company operates their sales mainly by sourcing, production and warehousing. This
sourcing is done from the sales department, which includes three channels called Retail,
Wholesale and Corporate. All three channels give their yearly demand based on previous year
sales record. Basically the forecasts are done from this sourcing. From product sourcing to
warehousing, the whole process where product sourcing, production, warehousing and
distribution is operated successfully is the main Sales operation management p rocess. And also
the E-Commerce operation process that Singer has started back in 2016, the process, how it runs
from ordering online to delivering the product to the customers hand, we have tried to bring out
in our report within our scope.
 Table of Contents
Introduction ...........................................................................................................................................................................................................................4
Marketing Process of Singe r Bangladesh Ltd: ....................................................................................................................................................................5
Marketing Mix: ......................................................................................................................................................................................................................7
Product/market expansion grid:..........................................................................................................................................................................................8
Others Marketing Strategy: .............................................................................................................................................................................................9
Analysis of current business portfolio using BCG growth share matrix: ...................................................................................................................... 10
SWOTAnalysis: ................................................................................................................................................................................................................... 11
Marketing Environme nt:.................................................................................................................................................................................................... 14
Types of Marketing Environment:................................................................................................................................................................................ 15
Micro-Environment:...................................................................................................................................................................................................... 16
Macro-Environment:..................................................................................................................................................................................................... 18
Economic Environment:................................................................................................................................................................................................ 19
Natural Environment:.................................................................................................................................................................................................... 20
Technological Environment:......................................................................................................................................................................................... 21
Political and Social Environment:................................................................................................................................................................................. 22
Cultural Environment:................................................................................................................................................................................................... 23
Model of Consumer Behavior: .......................................................................................................................................................................................... 24
Characteristic Affecting Consumer Behavior................................................................................................................................................................... 25
Types of buying de cision Be havior................................................................................................................................................................................... 27
Business buying proce ss of SINGER.................................................................................................................................................................................. 32
Buying motives of SINGER: ................................................................................................................................................................................................ 33
Types of buying situation of SINGER: ............................................................................................................................................................................... 34
Multiple buying influe nces-the buying center: ............................................................................................................................................................... 35
Buying Practice s of SINGER:.............................................................................................................................................................................................. 36
Targe t market se lection..................................................................................................................................................................................................... 38
Product-Mix Strate gie s/ Positioning the Product ........................................................................................................................................................... 40
Production ........................................................................................................................................................................................................................... 42
Classification of Products................................................................................................................................................................................................... 43
SINGER unde rtakes four options regarding brand strategies:....................................................................................................................................... 47
Pricing strategy of Singer:.................................................................................................................................................................................................. 49
Organizational Conside ration:........................................................................................................................................................................................... 51
Objectives of the Firm:.................................................................................................................................................................................................. 51
Target Costing................................................................................................................................................................................................................ 52
External Factors:............................................................................................................................................................................................................ 52
Competition:.................................................................................................................................................................................................................. 52
Suppliers:........................................................................................................................................................................................................................ 52
Conclusion ........................................................................................................................................................................................................................... 53
Re comme ndation ............................................................................................................................................................................................................... 54
Re ference s ........................................................................................................................................................................................................................... 55

1
SINGER HISTORY

Born in 1811, Isaac Merritt SINGER set up a company in 1851, with a borrowed capital of only
$40, to manufacture and sell a revolutionary product a machine to automate and assist in the
making of clothing. Little did he realize that the newly formed I. M. SINGER and Company was
destined to become the world leader in the manufacturing and distribution of sewing related
products and that the SINGER brand name would one day become famous around the globe.
air in Paris, SINGER began overseas

By 1961, the newly incorporated SINGER Manufacturing Company held 22 patents, with annual
sales of 20,000 machines.

Sir Isaac Merritt Singer

By 1961, the newly incorporated SINGER Manufacturing Company held 22 patents, with annual
sales of 20,000 machines. In 1867, SINGER opened its first sewing machine factory outside of
United States in Glasgow, Scotland. Additional factories were estab lished in the United States
and within no time, one of the best-known emblems became
familiar worldwide. In 1885, SINGER introduced the first electric sewing machine.
Singer first introduced the electronic machine in the year of 1889 and in one year the annual
sales raised to US$ 1.35 million. For the handling the sales & distribution in the western
hemisphere a separate subsidiary was established naming, the SINGER Sewing Machine
Company

By 1890, the company claimed an 80 percent worldwide market share, with sales heading
towards 1,350,000 machines. In 1908, the SINGER Building at 149 Broadway in New York was
inaugurated. The 47 stories building, which were the tallest in the world at the time, remained
SINGER
machines exceeded 3,000,000. In 1963, the SINGER Manufacturing Company changed its name

2
Background of SINGER Bangladesh

SINGER came in Bangladesh back in the British colonial era when the country was the part of
the Indian sub-continent. SNGER first started operating in Bangladesh in 1905, and then in 1920,
2 shops were setup in Dhaka and Chittagong.

After 1947 after the partition of the sub-continent 2 separate states emerged. Bangladesh became
a part of Pakistan and formed its eastern wing in the East Pakistan SINGER was being operated
as a branch of SINGER Pakistan and Western Pakistan were used to bring the products. There
were only 10 shops for marketing operation in the initial stage. Later on, it increased to 43 by the
late 1960s.
In December 16, 1971, Bangladesh emerged as an independent state, and the East Pakistan
branch office was elevated to a Country Office. Sewing Machines were made availab le from
different foreign countries. There were only 23 shops because of low volume of business.
In 1983 SINGER Bangladesh listed itself with Dhaka Stock Exchange (DSE) by offerin g 20% of
its total capitalization 2,565 ordinary shares of Taka 100 each. It was also listed with the
Chittagong Stock Exchange in 2001.
SINGER Bangladesh established a sewing machine factory in Chittagong with production
capacity of 10,000 units per year in the year of 1980, which was raised to 25,000 units in 1984.
Since its beginning in Bangladesh, the name SINGER has been synonymous with the sewing
machine. Although SINGER Corporation started diversifying its product range in the early
sixties, till 1985, SINGER Bangladesh Limited was known as a company with a single product
the sewing machine. Then the Management actually realized that this product alone could not
demonstrate growth for longer periods and so they increased its product range.
In 1983 SINGER Bangladesh listed itself with Dhaka Stock Exchange (DSE) by offerin g 20% of
its total capitalization 2,565 ordinary shares of Taka 100 each. It was also listed with the
Chittagong Stock Exchange in 2001.

3
Chapter One: Creating and Capturing Customer Value

Introduction

Singer Bangladesh Ltd. is a leading electronics brand which serves Bangladeshi people since
1920. Singer is a very popular name in Bangladesh. From the past, singer serves Bangladesh
with quality product in the industry. Singer Invest a lot to grow their business in Bangladesh so
that they become the market leader in this segment. Bangladeshi people also have trust in terms
of product quality, after sales service etc. Singer Bangladesh started their business with sewing
machine after successful operation they want to inflate their business with diverse electronics
goods. Singer is now a common name in household & corporate customer. Singer always
promised their customer to serve quality product. Quality, Trust, after sale service are the key
thing singer has in the industry. Singer offers a variety of product to the customer like TV,
Fridge, washing machine, Fan, AC, micro-oven, cable, blander air cooler etc. singer Bangladesh
Ltd. easily grab the market with sewing machine and become market leader in the industry. This
market capturing, quality & reasonable price helps them to rich the customer mind. Combining
quality with trust is the game changer of singer Bangladesh Ltd. key thing to capturing the
market.

Vision: To be the most admired & respected family company in our country.

Mission: To improve the quality of life of the people by providing comforts & Convenience at
affordable prices.

Objectives: To be the market leader in our product range & market segment.

Goals: Singer Bangladesh Ltd. Want to become the best company in the world with serving
quality goods and services around the globe.

4
Marketing Process of Singer Bangladesh Ltd:

Singer Bangladesh Ltd. exercises a lot of marketing campaign throughout the year to grab the
customer and retaining customer. Marketing process plays vital role to build long term
relationship with customer. Customer are the heart of any business so all the businesses try to
make bonding so that the customer attract the product.

Understandi
g the
marketplace
, Customer
needs &
Demand

Customer
Capturing driven
value from Markeing
customer
Straegy
Marketing
Process

Intregated
marketing
Build plan and
Proftable
Relationship deliver
superior
value

Understanding the marketplace, Customer needs & Demand:

Customer driven Marketing Strategy: to retain and making the loyal customer happy company
give plenty of offer, gift, discount card etc. by this thing customer are encourage more to the
company and make others notify regarding this. Singer Bangladesh also do the same thing, they
give discount, offer etc to the loyal customer.

5
Integrated marketing plan and deliver superior value: this means businesses are trying to reach
the customer by giving more facility to purchase from them. Singer Bangladesh also do the same
thing, in covid situation they give free home delivery to the customer, online discoun t, several
package also.

Capturing value from customer: Capturing values from customer is to enrich sale, grab the
market share, enrich profit. Singer Bangladesh also try to capturing value by increasing number
of customers so that sale will increase and capturing the market will become easy.

Build Profitable Relationship: building relationship with customer is profitable for an business.
To build profitable relationship business need to know the customer demand, choice etc. Singer
Bangladesh also do the same as they are focusing on building relationship.

6
 Chapter 2: Company and marketing strategy partnering to
build customer relationships

Marketing Mix:

A combination of Product, Price, Place, Promotion.

Product

Promotion
Marketing Price
Mix

Place

Product: Singer Bangladesh starting their business with sewing mach ine after that they want to
diversify their product. As singer Bangladesh has variety of product line like fridge, TV, cable,
home appliance etc.
7
Price: Singer Bangladesh wants to deliver the product to their target customer at a competitive
price. After getting the customer support & reliability singer Bangladesh become very well
known to Bangladesh. Singer Bangladesh has a lot of products towards the customer as per as
their need. Singer try to grab the middle class & upper-class people with a variety of product.

Place: Singer Bangladesh motto is trusted by generation. To fulfill it they diversify the product
according to the customer need. They have a lot of sales & service center in the country. they
enhance the chain by their own to meet the consumer need. Singer Bangladesh has 974 dealers
around the country.

Promotion: Singer Bangladesh always try to grab the market by giving different campaign.
Singer Bangladesh provides lot of cash discount, coupon, Eid offer, free delivery system in covid
situation.

Product/market expansion grid:

Current NEW
Products Products

1. Market Penetration
Current 3. Product Development Strategy
Strategy
Markets

New 2. Market Development Strategy 4. Diversifications Strategy

Markets

8
Product/market expansion grid

1.Market Penetration Strategy: It means that current product in existing market. There is no
different product in the market. Some customer like the product but others are not.

2. Market Development Strategy: market development strategy means the current product in new
market. Competitor might be a issue for the new market.

3. Product Development Strategy: It means new product in the existing market. Business always
try to grab the opportunity to become the market leader in the market by taking first mover
advantage.

4. Diversification Strategy: It means company entering a new market with new product.
Businesses try to grab the market with new product and examine the customer to get the demand
of the customer.

Others Marketing Strategy:

Social
Networking
marketing

Internet SMS
Marketing Marketing

Marketing
Strategy
Paid Meda Email
Marketing Marketing

Advertising
in TV & Rado

9
Now a days different marketing strategy like social networking marketing, SMS marketing,
email marketing advertising in TV, Radio, YouTube also plays vital role to catch the customer
easily.

Analysis of current business portfolio using BCG growth share matrix:

Fridge AC
Home Appliance
Sewing Machine
Low

Question
STAR
Mark

Cash
Cow Dog
TV Cable
Sewing Machine Ups
Fan
high Furniture

Low high

Market Growth

10
BCG Matrix

Star: top selling product is going under star group which is the best product nominated by
customer & singer Bangladesh try to grab the highest market share of the product. This is the
benchmark of the business. Singer Bangladesh Star product is refrigerator.

Question mark: singer Bangladesh always tries to grab the highest market share. For these
circumstances they want to become the market leader as star product. So, they target the AC as
this group to make it as star product. Singer Bangladesh Ltd is AC.

Cash cow: Singer Bangladesh cash cow product is TV sewing Machine etc. this is the top selling
product of the business. Singer Bangladesh Ltd. cash cow product is sewing machine, TV.

Dog: the lowest selling product is called dog which is not accepted by the customer anymore or
customer satisfaction or demand is become very low towards the product. So, company wants to
modify the product according to customer need and taste. Singer Bangladesh Ltd. Dog product is
furniture & cable.

SWOT Analysis:

Strength Weakness

SWOT
ANALYSIS

Opportunity Threats

11
Strength: Singer Bangladesh biggest strength is the customer as it starts the journey since 1900
hundred In Bangladesh singer is become reliable towards the customer. Customer satisfaction is
the best part of singer Bangladesh limited.

Weakness:
familiar name in between people. Singer biggest weakness is R&D. they are now not maintain

Opportunity: Singer Bangladesh is a familiar name in terms of Bangladesh. There are no family
ver not using the singer Bangladesh product at a time. So singer Bangladesh
has a potential market in the industry as they are familiar with the market or industry.

Threats: The Electronic market in Bangladesh become saturated as there are lot of electronics
goods & markets are available here. So, customer positive feedback works here according to the
taste and demand. If singer may fall behind in the market they might be vanished from the
market in the long run. So product quality, new technology, effective price should be maintain by
singer to sustain in the long run.

12
Chapter 3: Analysing the marketing environment

Marketing Environment:
The marketing environment refers to all internal and external factors, which directly or
marketing activities. Internal factors
are within the control of an organization; whereas, external factors do not fall within its control.
The external factors include government, technological, economic, social, and competitive
forces; whereas, organizati competencies form the part of internal
factors.

Marketers try to predict the changes, which might take place in future, by monitoring the
marketing environment. These changes may create threats and opportunities for the business.
With these changes, marketers continue to modify their strategies and plans. Singer Bangladesh
always follow the marketing environment factor.

Features of Marketing Environment:

marketing environment is characterized by numerous features, which are mentioned as

follows

Specific and General Forces: It refers to different forces that affect the marketing
environment. Specific forces include those forces, which directly affect the activities
of the organization. Examples of specific forces singer Bangladesh are customers and
investors. General forces are those forces, which indirectly affect the organization.
Examples of general forces are social, political, legal, and technological factors.
Complexity: It implies that Singer Bangladesh marketing environment include
number of factors, conditions, and influences. The interaction among all these
elements makes the marketing environment complex in nature.

14
 Vibrancy: Vibrancy implies the dynamic nature of the marketing environment. A
large number of forces outline the marketing environment, which does not remain
stable and changes over time. Marketers may have the ability to control some of the
forces; however, they fail to control all the forces. However, understanding the
vibrant nature of marketing environment may give an opportunity to marketers to
gain edge over competitors. Singer Bangladesh follow the vibrant marketing
environment.
Uncertainty: It implies that market forces are unpredictable in nature. Every marketer
tries to predict market forces to make strategies and update their plans. It may be
difficult to predict some of the changes, which occurs frequently. For example,
customer tastes for clothes change frequently. Thus, fashion industry suffers a great

always try to change as the customer need. Sometimes they

Relativity: It explains the reasons for differences in demand in different countries.
The product demand of any particular industry, organization, or product may vary
depending upon the country, region, or culture. For example, Singer always try to
follow Bangladeshi customer need and wants. They try to reach their need as per
beautiful design at the lower price.

Types of Marketing Environment:

The sale of an organization depends on its marketing activities, which in turn depends on the
marketing environment. The marketing environment consists of forces that are beyond the
control of an organization but influences its marketing activities. The marketing environment is
dynamic in nature.

Therefore, an organization needs to keep itself updated to modify its marketing activities as per
the requirement of the marketing environment. Any change in marketing environment brings
threats and opportunities for the organization. An analysis of these changes is essential for the
survival of the organization in the long run.

A marketing environment mostly comprises of the following types of environment:

15
1. Micro Environment

2. Macro Environment

The discussion of these environments are given below:

Micro-Environment:
Micro environment refers to the environment, which is closely linked to the organization, and
directly affects organizational activities. It can be divided into supply side and demand side
environment. Supply side environment includes the suppliers, marketing intermediaries, and
competitors who offer raw materials or supply products. On the other hand, demand side
environment includes customers who consume products. Let us discuss the micro environment
forces in the following points:

Suppliers: It provides raw material to produce goods and services. Suppliers can influence the
profit of an organization because the price of raw material determines the final price of the
product. Organizations need to monitor suppliers on a regular basis to know the supply shortages
and change in the price of inputs. Although Singer stocks more than 12,000 items, we understand
that you

private warehouse, freeing up your valuable storage space and ensuring delivery wh en you need
it.

Marketing Intermediaries: It helps organizations in establishing a link with customers. They help
in promoting, selling, and distributing products. Marketing intermediaries include the following:

Resellers: It purchases the products from the organizations and sell to the customers. Examples
of resellers are wholesalers and retailers. Singer Bangladesh import product from USA and resell
it to the distributer.

Distribution Centres: It helps organizations to store the goods. A warehouse is an example of

distribution centre. We have the largest retail distribution network in Bangladesh with 424
company-owned stores along with 1088 wholesale dealers. This enviable geographic footprint in
an emerging market has tremendous growth potential. The corporate sales channel is also doing

16
well. As mentioned earlier, e-commerce appears as a potential sales channel to grow quickly in
the present content.

Marketing Agencies:
about benefits of products. An advertising agency is an example of marketing agency. Our
success depends, in part, on the quality of our products and also on our broad as well as strong
after-sales service. Besides, the company maintains a country-wide marketing network and
provides a wide choice of products and brands to its customers at competitive prices. Easy
payment options are also available to the customers. The company extends a w arranty on its
products and has made appropriate provisions to meet the warranty expenses. It maintains a
countrywide network of service centres and franchise agents to facilitate product repairs.
Customer grievances, if any, are handled promptly and solutions thereof are provided.

Financial Intermediaries: It provides finance for the business transactions. Examples of financial
intermediaries are banks, credit organizations, and insurance organizations. Trust Bank Limited,
Pubali Bank Limited, Dhaka Bank Limited, Bank Alfalah Limited, Eastern Bank Limited, The
City Bank Limited, Mutual Trust Bank Limited, Commercial Bank of Ceylon PLC, Standard
Chartered Bank, The Hongkong and Shanghai Banking Corporation Limited. Those are the
financial intermediaries of singer Bangladesh.

Customers: Customers buy the product of the organization for final consumption. The main goal
of an organization is customer satisfaction. The organization undertakes the research and
development activities to analyse the needs of customers and manufacture products according to
those needs. We live up to the expectation of a responsible organization by contributing to the
improvement in the quality of life of our customers through outstanding product and services.
Singer Always try to best for their customer.

Competitors: It helps an organization to differentiate its product to maintain position in the

market. Competition refers to a situation where various organizations offer similar products and
try to gain market share by adopting different marketing strategies. In a highly competitive
business environment in the household appliances market, competitors continuously pursue
market shares with various activities including price reduction, quality improvement, new
17
product line, and other incentives. Singer continued retaining its leading position by offering
superior quality products at competitive prices and a wide range of after-sales service as well.

General Public: The public refers to the group of people who have an actual or potential interest

which includes financial publics, media publics, government publics, citizen-action publics,
internal publics, local publics and general public.

Macro-Environment:

Macro environment involves a set of environmental factors that is beyond the control of an
organization. These factors influence the organizational activities to a significant extent. Macro
environment is subject to constant change. The changes in macro environment bring
opportunities and threats in an organization. Let us discuss these factors in details

Demographic Environment:

Demographic environment is the scientific study of human population in terms of elements, such
as age, gender, education, occupation, income, and location. It also includes the increasing role
of women and technology. These elements are also called as demographic variables. Before
marketing a product, a marketer collects the information to find the suitable market for the
product. Demographic environment is responsible for the variation in the tastes and preferences
and buying patterns of individuals. The changes in demographic enviro nment persuade an
organization to modify marketing strategies to address the altering needs of customers.

Marketers typically combine several variables to create a demographic profile of a target market.
A demographic profile (often shortened to a
broadcasting to describe a demographic grouping or a market segment. Common demographic
variables to consider for global and domestic marketing purposes include the following:

18
 Age: Age bands, such as 18 24, 25 34, etc., are great predictors of interest in some
types of products. For example, most of the married women want to purchase
singer home applicant.
Social class: Social-class bands such as wealthy, middle, and lower classes. The
rich, for instance, may want different products than middle and lower classes, and
may be willing to pay more. Singer product different product for different class of
people. For example, Singer Side by Side Inverter Refrigerator SRREF-FF2-69BI
for high class people and Singer Refrigerator SRREF-SINGER-BCD-198R-RG for
lower class people.
Gender: Males and females have different physical attributes that require different
hygiene and clothing products. They also tend to have distinctive male/female
mindsets and roles in the family and household decision making.
Religious affiliations: Religion is linked to individual values as well as holiday
celebrations, often tied to consumer preferences and spending patterns.
Income brackets: Indicating level of wealth, disposable income, and quality of life.
Education: Level of education is often tied to consumer preferences, as well as
income.
Geography: Area of residence, urban vs. rural, and population density can all be
important inputs into marketing strategy and decisions about where and how to
target advertising and other elements of the promotion mix.
Economic Environment:

power. The purchasing power of a customer depends on the current income, prices of the
product, savings, and credit availability. The factors economic environment is as follows:

Inflation:
prices lead to a fall in demand for cars.

Interest Rates: It determines the borrowing activities of the organization. For example, increase
in interest rates for loan may lead organizations to cut their important activities.

19
Unemployment: It leads to a no income state, which affects the purchasing power of an
individual.

Customer Income: It regulates the buying behavior

income leads to changed spending patterns for the products, such as food and clothing.

Monetary and Fiscal Policy: It affects all the organizations. The monetary policy stabilizes the
econoour by controlling the interest rates and money supply in an econo our; whereas, fiscal
policy regulates the government spending in various areas by collecting the revenue from the
citizens by taxing their income.

Natural Environment:

Natural environment consists of natural resources, which are needed as raw materials to
manufacture products by the organization. The marketing activities affect these natural
resources, such as depletion of ozone layer due to the use of chemicals. The corrosion of the
natural environment is increasing day-by-day and is becoming a global problem. Following
natural factors affect the marketing activities of an organization in a great way.

Natural Resources: It serves as raw material for manufacturing various products. Every
organization consumes natural resources for the production of its products. Organizations are
realizing the problem of depletion of resources and trying best to use these resources judiciously.
Thus, some organizations have indulged in de-marketing their products.

Weather: It leads to opportunities or threats for the organizations. For example, in summer,
demand for Singer water coolers, air conditioners, and fridge increases wh ile in winter, the
demand for singer room heaters rises. The marketing environment is greatly influenced by the
weather conditions of a country.

20
Pollution: It includes air, water, and noise pollution, which lead to environmental degradation.
Now-a-days, organizations tend to promote environment friendly products through its marketing
activities. For example, Singer sell air, water purifier.

Technological Environment:

Technology contributes to the economic growth of a country. Singer provide their consumers
with products of latest technology. It has become an indispensable part of our lives.
Organizations that fail to track ongoing technological changes find it difficult to survive in
ce, which creates
new opportunities for the marketers to acquire the market share. Marketers with the help of
technology can create and deliver products matching the life style of customers. Thus, marketers
should observe the changing trends in technology. Following points explain the technological
trends that affect the marketing environment:

Pace of Technological Change:

It leads to product obsolescence at a rapid pace. If the pace of technological change is very rapid
then organizations need to modify their products as and when required.

On the other hand, if the technology is not changing at a rapid pace, then there is no need for the
organization to bring constant changes in the product. For Example Singer launch New
Environment Friendly Air Conditio

Research and Development: It helps in increasing growth opportunities for an organization.

Many organizations have developed a separate team for R&D to bring innovation in its products.
Pharmaceutical organizations, such as Ranbaxy and Cipla, have started putting greater force in
R&D and these efforts have led to great opportunities in global market.

Thorough market research and feedback from field supervision are always obtained in case of
placing an order for a new product and quality control checking & product assurance system are

21
already implemented before launching a new product. For existing products, the experienced
SBL management team has always ensured the right determination and evaluation of the pro duct
life cycle. Risks associate with product obsolescence is migrated by provisioning for obsolete
products. Provisioning also deals with risks arising out of warranty claims and doubtful debts. A
bunch of new featured models and designs are already added anew to each product line which we
hope will continue to lead the market in the future. Moreover, the Corona Virus pandemic hit the
global econoour hard and the global supply chain was interrupted badly. This was a challenge for
the Company to keep sufficient products available in the outlets which were managed through
proper planning and teamwork. Our robust manufacturing process and efficient planning are also
in place to enable this kind of situation in favour of the Company.

Political and Social Environment:

Political and social environment consists of legal bodies and government agencies that influence
and limit the organizations and individuals. Every organization should take care of the fact that
marketing activities should not harm the political and social environment prevailing in a country.
The political and social environment has a serious impact on the economic environment of a
country.

Political Risks: Though it seems that a stable political environment is present in Bangladesh,
Singer Bangladesh is familiar with political instabilities inherent here. Our risk management
process is robust and adequate measures are in place to manage such risks. Our experienced
management staff is ensuring that the best utilization of the outlet operational ho urs is made
during this crisis and proper marketing as well as promotional initiatives are already in progress
to cover up the shortfall of revenue because of those risk.

Social Environment: Singer also implements different structural changes to meet the customer
demands. SBC also develops new technologies like green inverter AC and fridge and it also
innovates attracting service to modify consumer behavior.
22
Cultural Environment:

udes, perception, and

behavior. These forces help in determining that what type of products customers prefer, what
influences the purchase attitude or decision, which brand they prefer, and at what time they buy
the products. The cultural environment explains the characteristics of the society in which the
organization exists. The analysis of cultural environment helps an organization in identifying the
threats and opportunities in an organization. For example, the lifestyles of people are changing
day-by-day. Now, the women are perceived as an active earning member of the family. If all the
members of a family are working then the family has less time to spend for shopping. This has
led to the development of shopping malls and super markets, where individuals could get
everything under one roof to save their time. Singer always follow the Bangladeshi cultural
tradition. For example, Singer provide discount on Eid, Pohela Boishakh.

23
 Chapter 5: Consumer markets and consumer buyer
behavior
Introduction: Consumer behavior involves the purchasing, and other consumption related
activities of people engaging in the exchange process. The study of consumer behavior field
draws its findings from a number of disciplines, viz. anthropology, sociology, social psychology,
marketing research, and economics. Consumer behavior knowledge may be applied in solving
both micro and macro marketing problems. Thus, an understanding of the discipline is essential
for a marketer who wishes to be successful in the face of competition. The total discussion of this

Model of Consumer Behavior:

Customer Behavior Modelling is defined as the creation of a mathematical construct to represent
the common behaviors observed among particular groups of customers in order to predict how
similar customers will behave under similar circumstances.
Customer behavior models are typically based on data mining of customer data, and each model
is designed to answer one question at one point in time. For example, a customer model can be
used to predict what a particular group of customers will do in response to a particular marketing
action. If the model is sound and the marketer follows the recommendations it generated, then
the marketer will observe that a majority of the customers in the group responded as predicted by
the model.

Consumer buyer behavior: the buying behavior of final consumers individuals and households
that buy goods and services for personal consumption.

Consumer market: all the individuals and households that buy or acquire goods and services for
personal consumption.

Description of the Model: Allport consumer behavior model basically shows the relationship of
socio-cultural, social, and individual factors with that of the stimulus objects relating to products

24
The stimulus objects relating to the product or service continuously interact with these three sets
of factors. The result of the interaction is the decision of the buyer. If the result of interaction is
positive, the buyer will decide to buy the brand, and, if the result is negative, he will forego the
idea of buying the brand whose stimuli he considered. In the following section we shall describe
the elements of this model in brief because you will have separate units to study covering each of
the factors in detail. Singer always try to interaction with customer in the best way, and describe
the features of the product. They try to get positive review from customer.

Characteristic Affecting Consumer Behavior

Consumer such as social, cultural, personal and psychological. The explanation of these factors
is given below.
behavior is influenced by four major factors:
Cultural,
Social,
Personal,
Psychological.
These factors cause consumers to develop product and brand preferences. Although many of
these factors cannot be directly controlled by marketers, understanding their impact is essential
as marketing mix strategies can be developed to appeal to the preferences of the target market.

Consumers buyer behavior and the resulting purchase decision are strongly influenced by
cultural, social, personal and psychological characteristics. An understanding of the influence of
these factors is essential for marketers in order to develop suitable marketing mixes to appeal to
the target customer.

Cultural Factors: Culture and societal environment Culture is crucial when it comes to
understanding the needs and behaviors of an individual. Basically, culture is the part of every
society and is the important cause of person wants and behavior. The influence of culture on
buying behavior varies from country to country therefore marketers have to be very careful in
25
analysing the culture of different groups, regions or even countries. Throughout his existence, an
individual will be influenced by his family, his friends, his cultural environment or society that
will teach him values, preferences as we common behaviors to their own culture. For Singer, it is
important to understand and take into account the cultural factors inherent to each market or to
each situation in order to adapt its product and its marketing strategy. As these will play a role in
the perception, habits, behavior or expectations of consumers.

Sub-cultures: A society is composed of several sub- cultures in which people can identify.
Subcultures are groups of people who share the same values based on a common experience or a
similar lifestyle in general. Each culture contains different subcultures such as religions,
nationalities, geographic regions, racial groups etc. Marketers can use these groups by
segmenting the market into various small portion. Singer produce different product for different
country. Bangladesh singer AC and Fridge is different from Dubai. One the other and rural area
product is different from urban.

Social classes: Social classes are defined as groups more or less homogenous and ranked against

similar values, lifestyles, interests and behaviors in individuals belonging to the same social
class. Every society possesses some form of social class which is important to the marketers
because the buying behavior of people in a given social class is similar. In th is way marketing
activities could be tailored according to different social classes.

Personal factors: It includes such variables as age and lifecycle stage, occupation, economic
circumstances, lifestyle (activities, interests, opinions and demographics), personality and self-
concept. These may explain why our preferences often change as our `situation' changes.
Decisions and buying behavior are obviously also influenced by the characteristics of each
consumer.

Psychological factors:
It affecting our purchase decision includes motivation (Maslow's hierarchy of needs), perception,
learning, beliefs and attitudes. Other people often influence a consumer s purchase decision. The
26
marketer needs to know which people are involved in the buying decision and what role each
person plays, so that marketing strategies can also be aimed at these people. Among the factors
influencing consumer behavior, psychological factors can be divided into 4 categories:
motivation, perception, learning as well as beliefs and attitudes. Singer try to study on the market
decision and customer perception.

Types of buying decision Behavior

behavior of a consumer while buying a coffee is a lot different while buying a car.
Based on observations, it is clear that purchases that are more complex and expensive involve
higher deliberation and many more participants.

27
There are four type of consumer buying behavior:

1. Complex buying behavior

2. Dissonance-reducing buying behavior
3. Habitual buying behavior
4. Variety seeking behavior

Complex buying behavior: Complex buying behavior is encountered particularly when

consumers are buying an expensive product. In this infrequent transaction, consumers are highly
involved in the purchase decision. Consumers will research thoroughly before committing to
invest.
Consumer behaves very different when buying an expensive product or a product that is
unfamiliar to him. When the risk of buying a product is very high, a consumer consults friends,
family and experts before making the decision. Singer promote the product in the vest way. They
always try to families their product to the customer. So if any of their family member, friends
know about singer they will recommend the singer. Singer AC and Fridge is one of most popular
product now in Bangladesh.

Dissonance-reducing buying behavior: In dissonance-reducing buying behavior consumer

involvement is very high. This might be due to high price and infrequent purchase. In addition,
there is a low availab ility of choices with less significance differences among brands. In this
type, a consumer buys a product that is easily available.
Consumers will be forced to buy goods that do not have too many choices and therefore
consumers will be left with limited decision making. Based on the products available, time
limitation or the budget limitation, consumers buy certain products without a lot of research.
In that case singer kitchen appliances is most popular now.

Habitual buying behavior

Habitual Buying Behavior is depicted when a consumer has low involvement in a purchase
decision. In this case the consumer is perceiving only a few significant differences between
brands. Everyday use products, such as salt, sugar, biscuits, toilet paper, and black pepper all fit
into this product category. Consumer just go for it and buy it there is no brand loyalty.
Consumers do not research or need information regarding purchase of such products.
Habitual buying behavior is influenced by radio, television and print media. Moreover,
consumers are buying based on brand familiarity. Hence marketers must use repetitive
28
advertisements to build brand familiarity. Further to initiate product trial, marketers should use
tactics like price drop promotions and sales promotions.
Singer should attract consumers using visual symbols and imagery in their advertising.
Consumers can easily remember visual advertisements and can associate with a brand.
Variety seeking buying behavior

In variety seeking consumer behavior, consumer involvement is low. There are significant
differences between brands. Here consumers often do a lot of brand switching.

The cost of switching products is low, and hence consumers might want to try out new products
just out of curiosity or boredom. Consumers here, generally buy different products not because
of dissatisfaction but mainly with an urge to seek variety.

The buyer Decision process:

Up to now you have been given the idea on various environmental, social, and individual
variables that determine consumer behavior. It is particularly important for singer to know how
situations and internal and external sources of influence affect the consumer purchase decision
process. SBC should know, how these influences contribute to the recognition of consumer
problems, the search for information, the evaluation of alternatives, selection of an alternative
product and place of purchase, as well as post purchase evaluation and behavior. In this unit we
shall make a brief analysis of the above few topics.

Need Recognition Process: When a consumer becomes aware that there is a difference between a
desired state and an actual condition, then problem recognition occurs for that consumer. Every
individual has unsatisfied needs and wants that create tension or discomfort. Certain needs can
be satisfied by purchasing and consuming goods and services. The process of deciding what to
buy starts when a need that can be satisfied through consumption becomes strong en ough to
stimulate a person. Singer promote the product in the various way to recognition the product and
the specific problem very easily. SBC promote their environment friendly product and company
financial status and many other way.

29
Information Search: The second step in buying decision making process is obtaining purchasing
related information to solve the problem identified by the buyer. Once the consumer is aware of
a problem or need, the consumer (if he decides to continue the decision -making process)
searches for information. Such a search may focus on numerous dimensions, such as the
availability of brands, product features, characteristics of sellers, after sales service, warranties,
prices, quality, and using instructions. How long the consumer will search for information and
how intense his search process will depend on his experience in buying the product and the
importance of purchase to him. Singer provide all the information about their product in their
web side. (https://singerbd.com).
Evaluation of Alternatives:

evoked set that results from information search establishes a set of criteria against which he
compares characteristics of different alternatives. Evaluation helps him to select the course of
action that may help him solve his recognized problem. Evaluative criteria are characteristics or
features that are desired or not desired by the consumer. They include various features that a
buyer looks for in response to a particular problem. Evaluative criteria are basically the
performance levels or characteristics that consumers use comparing diffe rent brands. This
comparison is made keeping in mind the problem that consumer recognizes.
Purchase decision: Purchasing processes involve the purchasing decision as well as activities
directly related to purchase. Information search and evaluation leads to purchase intentions.
-informed consumer, as he moves
from awareness of the product to deciding to buy it. His alternative evaluation may be erroneous
which may lead him to wrong decision. By misunderstanding promotion or other sources of
information one may wrongly include or exclude products from his evoked set of alternatives. In
addition, the situational factors may cause a consumer to alter his purchase decision. So singer
should try to minimize the impacts of situational factors by undertaking pre-selling activities, so
that, consumers do not change their minds by the latter events. He may also exploit the
situational factors causing consumers to buy his products
Post-purchase Behavior: Post-purchase aspects of consumer behavior are very important to
marketers interested in repeat business, as most buying is repetitive. Previous purchase
determines consumer learn ing, as he begins to evaluate the purchase, which influences his future
30
behavior. A consumer makes regular decisions on products, services, brands, and retailers. The

expectation matches with what he gets from the product, the buyer will be satisfied , and if they
do not match, that is, if actual result is less than he expected, the buyer will be dissatisfied.
Singer always try to reached the customer satisfaction level, through their design, service and
features.

31
 Chapter Six: Business Markets and Business Buying
Behavior

Business buyer behavior refers to the buying behavior of the organizations that buy goods and
services for use in production of other products and services that are sold, rented, or supplied to
others.
Business buying process is the process where business buyers determine which products and
services are needed to purchase, and then find, evaluate, and choose among alternative brands

Business buying process of SINGER

Warehousing is the act of storing goods that will be sold or distributed later. While a small,
homebased business might be warehousing products in a spare room, basement, or garage, larger
businesses typically own or rent space in a build ing that is specifically designed for storage.
Singer Bangladesh has total 12 warehouses all over the country. Each warehouse is assigned to

ior.

Example 55 Inch, 3D, Smart all these televisions offer unique features. So, they are stored in
warehouse assigned for mega shops, which are generally located in big cities like Dhaka,
Chittagong etc.

This study focuses on the buying behavior of a semiconductor component in a SINGER

company. A detailed decision process model is developed by identifying the stages of the buying
process and the departments and persons involved. Emphasis is put on the criteria and decision
heuristics employed. The practical implications of the findings are pointed out and their
relationship with theoretical buying behavior concepts is analyzed.

32
GENERAL CONTEXT AND ORGANIZATION OF BUYING OF SINGER ELECTRONICS

Singer Electronics is an independent division of the Singer Group, a leading industrial company
in Finland. These are supported by Finance and Economics, Marketing, Components &
Technology, and Materials Administration Departments.

The guideline in Inspection is to minimize component costs by trying to use only standardized
components from commercially attractive producers, while still maintaining high quality. After
possible alterations the Material Code, with its volume requirement and target price, is approved.
The actual buying process is then handled by the Buying Office.

Buying motives of SINGER:

Business buying motives are the needs that direct the purchasing behavior of business users.
They fall into two broad categories organizational and personal. Generally business purchases
are methodical and structured. Thus business buying motives are presumed to be, for the most
part, practical and unemotional. Business buyers are assumed to be motivated to achieve
organizational goals by securing the optimal combination of price, quality, and service in the
products they buy.
An opposing view is that business buyers are human, and their business decisions are certainly
influenced by their attitudes, perceptions, and values. In fact, many sales people would maintain
that business seems to be motivated more toward personal goals than organizational goals, and
the two are often in conflict.
The truth is actually somewhere in between. Business buyers have two goals to further their

goals are mutually consistent.

33
Types of buying situation of SINGER:

Consumer purchase can range from routine to complex buying decisions, termed low
involvement and high involvement, respectively. In the like manner the buying situation in
business organizations vary widely in their complexity, number of people involved, and time
required. Thus, not every purchase involves all five steps of the buying decision process. The
three buy classes are new task buying, straight rebuy and modified rebuy:

1. New task buying:

This is the most difficult and complex buying situation because it is a first time purchase of a
major product. Typically more people are involved in new task buying than in the other two
situations because the risk is great. Information needs are high and the evalu ation of alternatives
is difficult because the decision makers have little experience with the product. Sellers have the

satisfaction. Here it is likely that there will be wide and more formal involvement of the DM,
particularly where substantial expenditure or significant issues of policy are involved. For
SINGER the new task buying can be the machine they purchased for production.

2. Straight rebuy:
This is the simplest type of purchase, with authority usually being delegated to the
purchaser. This is a routine, low involvement purchase with minimal information needs and little
or no consideration of alternatives. Typically the buyers have had extensive, satisfactory
experience with the seller, so there is no incentive to search. For SINGER the new task buying
can be the package they purchased for production.

3. Modified rebuy:
In this type there are perhaps some minor changes to specifications or other terms and
conditions of purchase which may entail the input of other members of the SINGER Ltd. The

34
buying situation is somewhere between the other two in terms of time and people involved,
information needed, and alternatives considered.
Understanding how the buyers view a buying situation is very important to a seller. The
allocation of sales resources, the nature of the presentation made to the buyer and even the prices

Multiple buying influences-the buying center:

A buying center consists of all the individuals or groups involved in the process of making a
decision to purchase. This includes the individuals within and outside an organization that
influence the buying decision as well as the person ultimately responsible for the decision.
Typically the members of a buying center are not formally identified. That is, there is no list of
the buying center members to which a supplier or sales person can refer. One of the b iggest
challenges in business-to-business marketing is identifying the members of the buying center and
their ro les a particular purchase.

USERS: The people who actually use the business product, perhaps a secretary, an executive, a
production line worker, or a truck driver.
Influencers: The people who set the specifications and aspects of buying decisions because of
their technical expertise, their organizational position, or event their political power in the firm.

Deciders: The people who make the actual buying decision regarding the business product and
the supplier. A purchasing agent may be the decider in a straight-rebuy situation. But someone in
top management may make the decision regarding whether to buy and expensive computer
system.

Gatekeepers: The people who control the flow of purchasing information within the
organization as well as between the firm and potential vendors. These peoples may
be purchasing agents, secretaries, receptionists, or technical personnel.

35
Buyers: The people who interact with the suppliers, arrange the terms of sale, and process the
actual purchase orders. Typically this is the purchasing role. But again, if the
purchase is an expensive, complex new buy, the role may be filled by someone in top
management.

Buyer-Seller Relationship :

A purchase can be looked upon as an isolated transaction or as part of a larger relationship that
involves more parties than the buyer and seller and more interaction than the specific exchange.
There are two dimensions pf this relationship perspective the supply chain and loyalty.
Rather than focus only on the immediate customer, many marketers approach marketing as a
series of links between buyers and sellers. This supply chain approach considers the roles of
suppliers, producers, distributors, and end users to see how each adds value to and benefits from
the final product. This perspective leads to a recognition and understanding of the roles played
by the entire value network in successfully bringing a product to market.

Buying Practices of SINGER:

Buying practice in the business market are similar to situational influences in consumer behavior.
These practices, which are described below, stem from the nature and use of the products and
characteristics of the market.

Direct Purchase:
In the consumer market, consumer rarely buys directly from the producer except in the case of
services. In the business market, however, direct purchase by the business user from the producer
is quite common even for goods, this is true especially when the order is large and the buyer
needs much technical assistance. SINGER imports large number of products from abroad.

Frequency of Purchase:

36
In the business market, firms buy certain products very infrequently. Large installations are
purchased only once in many years. Small parts and materials to be used in the manufacture of a
product may be ordered on long-term contracts, thus a selling exist as seldom as once a year.
Even standard operating supplies, such as office supplies or cleaning products, may be bought
only once a month.

Size of Order:
The average business order is considerably larger than its counterpart in the consumer market.
This fact, coupled with the infrequency of purchase, spotlight the significance of each sale in the
business market.

Length of Negotiation Period:

The period of negotiation in a business sale is usually much longer than in a consumer
transaction. Reason for extended negotiation includes:
* The number of executive participating in the buying decision.
* The large amount of money involved.

Service Expectation:
The desire for excellent service is a strong business buying motive that may determine
practices. Frequently a only differentiating feature is its service, because the product itself
is so standardized that it can be purchased from any number of companies. Consider the choice
of suppliers that provide elevators for a major office building or hotel.

Dependability of Supply:
Another business buying practice is the insistence on an adequate quantity of uniform
quality products. Variations in the quality of materials go ing into finished products can cause
considerable trouble for manufacturers. They may be faced with costly disruption in their
production processes if the imperfections exceed quality control limits.

37
Chapter 7: Customer-driven marketing
strategy, creating value for target customers

Target market selection

Market can be segmented in four ways, Geographic, Demographic, Psychographic, and
Behavioral segmentation. Here we have described in which way SINGERLtd. Has segmented
their total market and targeted which group of peoples as their target consumers or target market.

Geographic segmentation SINGER has segmented their market in two

categories which are

Domestic market

International market.

Domestic market They have divided their domestic market on the basis of urban rural
identification. The company selected both urban and rural people as their target consumers.
People from cities, towns, villages; in one word SINGER targeted maximum people from
maximum regions of the country.

International market SINGER has targeted countries of UK and Middle East as their target
market. They are exporting to almost every countries of Middle East.

Demographic segmentation SINGER has different demographic areas to segment their market.
Like age, family life cycle, gender, income, occupation, education etc.

38
Psychographic segmentation The total market can be segmented and targeted by different
psychographic elements, such as life style, personality and values. It targets all the people,
whatever their life style and values are.

Behavioral segmentation Segments the buyers into groups on the basis of their knowledge of,
attitude toward, use of, or response to a product. Occasions, benefit sought, user status, usage
rate and loyalty status are the best starting points for constructing market segments.

Occasion Occasion segmentation helps the company to expand product usage. SINGER
considers different occasion to sell their product in a large volume. Benefit sought Buyers can
be classified according to the benefits they seek. SINGER segments the consumers on the basis
of the wants or needs they are seeking for. Consumers can want a lot of things from SINGER.
Like

1. a quality full item

2. a healthy life style

3. can be used anytime

4. can be carried easily/anywhere

5. can be bought by any income group

User status Markets can be segments into nonusers, ex-users, potential users, first-time users
and regular users of the product. We have seen that in this existing market 40% are nonusers,
10% are potential users, 30% are first time user, 20% are regular user. It is a new company that
is why there are no ex-users.

39
Usage rate Markets can be segmented into light, medium and heavy users. The consumers of
SINGER are light users maximum in number. There also exist medium and heavy users but not
more than 20%

Loyalty status
expected from consumers. Maximum of the consumers are first time users so there is still no
matter to segment the market on the basis of loyalty status.

Product-Mix Strategies/ Positioning the Product

To be successful in marketing, a company needs carefully planned strategies for managing their
product mixes. SINGER Ltd. is not exceptional of this. They develop the image that a product
projects in relation to competitive products. Marketing executives choose from a variety of
positioning strategies. SINGER uses more than one strategy for their product. Here are several
major positioning strategies.

Positioning in Relation to a Target market Another important strategy of SINGER is to

position their product in relation to a target market. With this strategy SINGER emphasizes in
positioning the target market rather than emphasizing another factor such competition.

Positioning in Relation to a Competitor SINGER has a very few competitors in Bangladesh. In

most the same.

Positioning by price and quality

relation to price and quality, like they can focus on low price in comparison to the competitors or
can focus on high quality of their products. SINGER has no chance to position their product on

40
the basis of price. Because in which price they are offering their product is almost the same with

So, what they do, they simply focus on positioning in relation to an attribute or positioning in
relation to the target market.

41
Chapter 8: Products, services and brands: building
customer value

Production
As popularly thought products are objects that satisfy wants and needs. Th is idea is
comprehensive in the sense that there are many intangibles which also satisfy various human
needs. A radio, a shirt, toothpaste, a reading table, a physician's advice, legal consultancy,
holidaying at a hill resort are all products. According to Philip Kotler "a product is anything that
can be offered to a market for attention, acquisition, use, or consumption that night satisfy a want
or need." Thus product does not mean merely a tangible thing. Services, persons, places,
organizations, ideas or mixes of these entities are also covered by the modern definition of
product. Services are also considered as products because they also offer benefits, or
satisfactions to consumers. Although services offered to consumers are intangible and does not
result in the ownership of anything. Banks, training school for driving, audit firms, beauty parlor
and travel agencies are typical examples of organizations that offer services. Singer offers
basically electronics products in the market such as Air Conditioner, Televisions, electronics
oven, Iron, Washing machine, Fan, instant power supply, Micro oven, Motor cycle etc.

42
Classification of Products

Marketers begin with developing product classification schemes in order to formulate effective
marketing strategies. Marketers classify products and services into two broad categories on the
basis of the types of consumers that use them. These are:

(a) Consumer products: Consumer products are those which are bought by consumers for
ultimate consumption and not for resale. These goods can be further classified on the basis of
how consumers buy them. Consumer products include convenience products, shopping p roducts,
specialty products and unsought products.

(b) Industrial products: Industrial products are those intended for use in making other products or
operating a business or institution. Thus, industrial products are differentiated from consumer
products on the basis of their ultimate use. If a consumer buys an air conditioner for use at home,
the air conditioner is a consumer product. If the same consumer buys the same air conditioner for
use in his factory, the air conditioner is an industrial product.

Most of the time the purchasers of SINGER are consumers and Singer Bangladesh produces
shopping products for its customers.

In designing a product, marketers need to consider a product on three levels. The most
fundamental level is core product which seeks answer to the question: What is the buyer really
buying? As figure 1 illustrates, the core product is the main concentration of the total product. It
constitutes the problem-solving features or core benefits that consumers seek when they acquire
a product. For example a person planning to buy a Singer Motor bike, so he devotes much time
and effort in obtaining information and making comparisons in case of buying that motor bike.
Shopping products are of two types; homogeneous and heterogeneous. The buyer considers
homogeneous products similar in quality such as motor bike but they think that prices are
different for which they tend to make comparisons. Consumers consider product feat ures more
important than price.

43
 Augmented
Product
Installment
payment, after
sell service,
product
warrenty
Actual
Product
Brand the bike,
Features, colors,
design, Comaring
quality

Core product
Transportation
from one place
to another

Figure 1: Product Levels of Singer Motor bike

In developing and marketing of individual products and services SINGER undertakes some
important decisions that are given below.

Product
Attributes Branding Packaging Labeling suppurt
service

Defin ing the development of a product involves the benefits it offers in the market. Products

For example, a SINGER motorcycle provides higher performance quality than a Runner: It has a

44
Branding

Branding states that the name, term, sign, symbol, or design, or a combination of these that
identifies the products or services of one seller or group of sellers and differentiates them from
those of competitors. For example buyers perceive SINGER washing machine as a durable, well
built, less power consuming, safe and prestigious household equipment bought by well of
families. The marketers challenge lies in developing a deep set of meanings for the brand.

Packaging

Most of the products are to be packaged before putting them in the market. Packaging is
considered as a part of product strategy. Packaging refers to the task of designing and producing
the container or wrapper for a product. The package may include the product's primary container.
A secondary package is thrown away when the product is about to be used. And the shipping
package necessary to store, identify, and ship the product for example when SINGER deliver its
products outside the city they concerned much about it.

Labeling

A simple example of a label is a tag attached with the product. Complex graphics are also labels
which are part of the package. Labeling serves var ious purposes from which the seller has to
select the appropriate one. Labeling identifies the product or brand, grading the product and also
might describe several things about the product such as who made it, where it was made, when it
was made, its contents, how it is to be used, and how to use it safely. Labeling also help in
promoting the product through attractive graphics. For example labeling of SINGER air
conditioner shows that all instructions of using it and its features.

45
Product Support Services

A product is offered in the market along with some services. Such services augment the actual
products. Product-support services are being increasingly used by the producers for gaining
competitive advantage. A study comparing the performance of business that had high and low
customer ratings of service quality found that the high-service businesses managed to charge
more, grow faster, and make more profits. Undoubtedly, service strategies deserve careful
attention by the marketers. A product and its support services should be designed to meet the
needs of the target customers. Deciding which product-support services to offer is to determine
both the services valued by target consumers and the relative importance of these services.
Determining customers' service needs involves more than simply monitoring complaints.
Companies should undertake periodical customer surveys to get ratings of current services as
well as ideas for new ones. Products can also be designed to reduce that amount of required
servicing by coordinating product-design and service mix decisions. Recognizing the importance
of customer service as a marketing tool, SINGER has introduce strong customer service
operations to handle complaints and adjustments, Installment buying service, maintenan ce
service, technical service and consumer information. SINGER also developed a well-designed
application for its customers where they can explore as they desire.
Finally, an effective customer service operation coordinates all the company's services, cre ates
consumer satisfaction and loyalty, and enables the company to remain at an advantageous
position in relation to its competitors.

Brand development

products and services from its competitors. Development includes aligning its brand with its
business objectives, communicating brand to its target market and updating or strengthening
brand as necessary.

46
SINGER undertakes four options regarding brand strategies:

1. Line extension
2. Brand extension
3. Multi brands
4. New brands

These four strategies are discussing below as the perspective of the SINGER.

Line Extension refers to extending an existing brand name to new forms, sizes, colors,
ingredients of an existing product category. This is a low-cost, low-risk way to introduce new
products. However, there are the risks that the brand name becomes overextended and loses its
specific meaning. This may confuse consumers. An example for line extension is when SINGER
introduces Inverter Technology for Less Power Consumption under its Refrigerator section.

47
Brand Extension states that extending an existing brand name to new product categories. This
gives the new product instant recognition and faster acceptance and can save substantial
advertising costs for establishing a new brand. For example if SINGER introduce Hybrid car in
the market by naming SINGER CAR.
However, the risk that the extension may confuse the image of the main brand should be kept in
mind. Also, if the extension fails, it may harm consumer attitudes toward other products carrying
the same brand name.

Multibrands means companies often market many different brands in a given product category.
Pepsico and Unilever are the best examples for this. In Bangladesh it sells six brands of laundry
detergent, five brands of shampoo and four brands of dishwashing detergent. Pepsico offers
pepsi, 7up, Aquafina etc in the market and people buys these drinks by its name. If SINGER
wants to follow multibrand marketing for gas stove they can introduce 5 different stoves by
giving 5 different names. Multibranding offers a way to establish distinct features that appeal to
different customer segments. Thereby, the company can capture a larger market share. However,
each brand might obtain only a very small market share and none may be very profitable.
New brands are needed when the power of existing brand names is waning. Also, a new brand
name is appropriate when the company enters a new product category for which none of its
current brand names are appropriate. If SINGER brings Mobile phone in the market by other any
unique name then it will be considered as new brand for SINGER.

Price
It is the amount of money charged for a product or service and the sum of the values that
consumers exchange for the benefits of having or using the product or service. Price is the only
element in the marketing mix that produces revenue, all other elements represent costs.

The price the company charges will fall somewhere between one that is too low to produce a

value set the ceiling for its price. If

ing its
48
price between these two extremes, the company must consider several external and internal

the nature of the market and demand.

pricing strategy of Singer:

Other internal
and external
consederation
Customer Product cost
perception of
value

Figure: Consideration in setting price

When the production manager of SINGER refrigerator plans to set the products price he must
consider these following components.

Customer value based pricing: Here production manager of SINGER do not produce refrigerator
directly but first assesses customers need in a refrigerator, for example nowadays people are
much concern about electricity bills so customer wants a refrigerator that will consume low
electricity bills. Depending on this issue SINGER determines to produce inverter refrigerator and
set the price.

products are shopping products. Cost based pricing is first company allocates all of the possible

49
costs adds profit on it then set the price. But if SINGER wishes to set the price by using cost
based pricing it would have to consider fixed cost, variable cost and total cost then add target
profit and set the price.

Types of Costs

Fixed costs: To make SINGER television the company has to pay office bills for each
month.
Variable Costs: To produce SINGER television chips, ICs and other components those
are required to make a complete television, are considered as variable expenses. It varies
with the production units.
Total cost: The sum of fixed and variable costs.

Other components concern for setting price:

Costs as a function of productions Experience: It occurs when the average costs of per
production falls because fixed costs are spread with all units of productions. For example
SINGER wants to produce 3,000 ceiling fan per day. As SINGER gains experience in producing
fan so it learns how to do it better. Workers can work fast because of past experience and it
results the decreasing of average cost.

Good value pricing: Offering just the right combination of quality and good products at fair
price. SINGER offers relatively small size washing machine for the middle class people.

Value Added pricing: Nowadays some companies like SINGER follows value added pricing
which means by attaching more features with the products. SINGER ceiling fan offers customers
remote control system fan and charges high prices.

Competition based Pricing: Competition based pricing consists of setting the price at the same

50
thoroughly worked on their pricing. In any market, many firms sell the same or very similar
products. For example LG sells 10ton AC for tk. 60,000. To fetch the customer SINGER offers
alled Competition based pricing
Other Internal and External Considerations affecting Price decisions of SINGER:

Organizational Consideration:

Pricing decisions occur on two levels in the organization. Over-all price strategy is dealt with by
top executives. They determine the basic ranges that the product falls into in terms of market
segments. The actual mechanics of pricing are dealt with at lower levels in the firm and focus on
individual product strategies.

Objectives of the Firm:

A firm may have various objectives and pricing contributes its share in achieving such goals.
Firms may pursue a variety of value-oriented objectives, such as maximizing sales revenue,
maximizing market share, maximizing customer volume, minimizing customer volume,
maintaining an image, maintaining stable price etc. Pricing policy should be established only
after proper considerations of the objectives of the firm.

51
Target Costing
Target costing begins with identifying customers' needs and estimating an acceptable sales
price for the product. Working backwards, the full cost of the product is established so as to
earn an estimated profit. It is quite different from the usual process of determining price.
SINGER when launch inverter retrigger, first it estimates what p rice the customers can pay for
it then set the price.

External Factors:

Demand: the market demand for a product or service obviously has a big impact on pricing.
Since demand is affected by factors like, number and size of competitors, the prospective buyers,
their capacity and willingness to pay, their preference etc. are taken into account while fixing the
price. The demands of SINGER sewing machine are higher than any other sewing machine in the
market. It is just because of its smooth quality.

Competition:
Competitive conditions affect the pricing decisions. Competition is a crucial factor in price
determination. A firm can fix the price equal to or lower than that of the competitors, provided
the quality of product, in no case, be lower than that of the competitors.

Suppliers:
Suppliers of raw materials and other goods can have a significant effect on the price of a product.
If the price of cotton goes up, the increase is passed on by suppliers to manufacturers.
Manufacturers, in turn, pass it on to consumers.

52
Conclusion

Singer Bangladesh is currently a large, diversified company and it remains a member of the
society of the worldwide franchise of SINGER. It is one of the most successful companies of
Bangladesh. With uncompromised focus on service excellence and the countrywide existence,
SINGER established itself as successful company over the years.
While having our Internship Program at Singer Bangladesh Limited, one thing I have realized
that I did make a right choice to had our tenor of Internship over there. This is because I found
that Organization does have a Unique identity and Characteristics of being the oldest one of its'
kind nature upholding the tradition of the decades on one end and at the same time , engages all
of its' commitment to the customer and mechanism to compete with the competitors of recent
time, who are considered to be "Giant "and it has been found that Singer is running at a pace'
required to ensure' both maintaining the prevailing solid foundation as well as attaining more of
the Market Share through Aggressive Marketing Drive.
Singer Bangladesh ltd has become a large, diversified company with unmatched presence

diversified to encompass a highly successful multi-brand strategy combining products of top

Hire purchase system is one of the basic factors for the success of the company. The system is
innovative and appropriate for Bangladesh considering the socio -economic conditions of the
county. Because of easy hire purchase facility, quality product, specified home appliance
product, trusted after sales service, the company has a
company is moving forward successfully following its current operation management.

53
Recommendation

over years. Overall Singer Asia sales operation runs in almost same way and company is moving
forward successfully with appropriate controlling. Beside this successful sales operation, I would
like to mention few recommendations with our short experience, which may help the company
better.

warehouses around the whole country, so that distributed products can be deliver at the shop
level in quicker time, because of the unavailability of product in the retail shops as per demand ,
the customer satisfaction is low.

availability of the products in the shops as per customer demand in th e market according to the
area of the customers and nearby warehouses to that.

and speaking engagements. Through these, they can easily reach out to the studen ts of
universities who are not well aware of the brand.

generation, so the standard website would encourage that age group. The website should be more
informative and the products details should be more specific along with the brands.

-Commerce site should be promoted by the social medias, ad wards, Google analytics,
paid ads, SEO, pay per click and pop-up advertisements.

cebook only. YouTube, Instagram and Snapchat

everything is included as social media marketing.

specific program fixed for the interns here. As a result, the fresh graduates are not very much
interested to work here as they do not have any specific job to do. Singer is a well established
brand from a very long time but this young generation has different point of view of their own.
In order to reach to the fresh graduates and young generation, they

54
References

Bissell, D. (1999). The first conglomerate : 145 years of the Singer Sewing Machine Company.
Audenreed Press.
Brandon, R. (1977). A capitalist romance : Singer and the sewing machine. Lippincott.
Cavendish, R. (2001). The Singer Sewing Machine is Patented | History Today. Retrieved March
28, 2018, from https://www.historytoday.com/richard -cavendish/singer-sewing-machine-
patented
History. (n.d.). Retrieved March 28, 2018, from https://www.singerbd.com/company/singer-
history.html
Singer Bangladesh ltd. (2016). Annual Report 2016.
Singer Bangladesh ltd. website. (2015). Corporate Philosophy. Retrieved March 29, 2018, from
https://www.singerbd.com/company/corporate-philosophy.html
Allio, R. (2013), Leaders and leadership many theories, but what advice is reliable. Strategy &
Leadership, 41(1), 4-14.
Belvedere V. (2014), Defining the scope of service operations management: an investigation on
the factors that affect the span of responsibility of the operations department in service
companies. Production Planning and Control, 25(6), 447-461.
Clark G., Johnston R. and Shulver M. (2000), Exploiting the service concept for service design
and development. New Service Design, 71 91.
Clark K. (1996), Competing through manufacturing and the new manufacturing paradigm: is
manufacturing strategy pass. Production and Operations Management, 5 (1),42-58.
Frei F. (2006), Breaking the Trade-off Between Efficiency and Service. Harvard Business
Review, 1-13.

55
A Comprehensive study on Sales Operation Management of SINGER Bangladesh Ltd.
Page 34 of 34
Jiménez, J. and Lorente, J. (2001), Environmental performance as operations objectives.
International Journal of Operations & Production Management, 21(12), 1553-1572.
Kim, S. and Oh J. (2008), How does Efficiency in Service Business Influence Service Quality,
Asian Journal on Quality, 9(2), 149 160.
Kiriaki (2009), The Effects of Rework on Service Operations. Unpublished Master Dissertation,
University of the Aegean.
Lytle, R., & Timmerman, J. (2006), Service Orientation and Performance: an organizational
perspective. Journal of Service Marketing, 20(6), 136 -147.
Niall P. (2012), Business history and operations management. Business History,54(2),154-178.
Pandelis Z., Alexandros G. and Nikolaos S. (2009), The Application of Performance
Measurement in the Service Quality Concept: The Case of a Greek Service Organization. Journal
of Money, Investment and Banking, 9, 19- 45
Prithwiraj N., Subramanian N. and Ramakrishman R. (2008), The impact of marketing
capability, operation capability and diversification strategy on performance: A resource based
view. Industrial Marketing Management, 39,317 329
Raouf, A. (1998), Development of operations management in Pakistan. International Journal of
Operations & Production Management, 18(7), 649-650.
Silvestro, R. (2000), Towards a contingency theory of TQM in services How implementation
varies on the basis of volume and variety. International Journal of Quality & Reliability
Management, 18(3), 254-288
Slack, N., Lewis, M. and Bates, H. (2004), The two world of operations management research
and practice. International Journal of Operations & Production Management, 24(4), 372-387

56