Chapter – 1
As we know that now-a days people of Bangladesh are becoming very health conscious and pure drinking water is one of the main component to become healthy and sound. In that light lot of companies are coming up with different brand of mineral water with different types of package and promotion. So, there are high responds from the consumer sides on mineral water (Bureau of Statistics). Here my objective is to find out MUM’s Market Penetration Strategy comparing with other mineral water in the market.
Origin of the report
In today’s world academic education is not enough to enable student compete with confidence and reach his/her goal without having experience of the outside world. The report which has given the opportunity to learn about how a particular company sets its Marketing Strategy to launch its product in the market place to satisfy the organizational goal.
Topic of the report
A topic has to be selected for the report. A well-defined topic reveals what is going to be discussed throughout the report. The topic has been assigned “The Marketing Strategy of MUM drinking water in Bangladesh”.
Background of the study
Consumers often judge the quality of a product or a service on the basis of a variety of on formational cues that they associate with the product. Some of these cues are intrinsic to the product or services, others are extrinsic. Either singly or in composite, such cues provide the basis for perception of product and service quality. Cues that are intrinsic concern physical characteristics of the product its self, such as size, color, design etc. In the absences of actual experience with a product, consumers often within “evaluate” quality on the basis of extrinsic cues- cues that are external to the product itself, such as price, brand image, manufacturers, retail sores, or even the country origin. Partex Beverage Limited (PBL) is one of the risen mineral water company in Bangladesh which serves MUM to the consumer.
They have lots of distributors for their distribution who serves their product to the retailers time to time. For the institution most of the time they distribute directly to the end user or that institution. When the wholesaler sell their product to retailer or institutions, sometimes the wholesalers give them credit facility. Now MUM wants to run out them from this strategy (wholesaler). They want to distribute their product to the retailers or institutions through distributors or directly, not through wholesalers while other competitors like Super Fresh, ACME, Duncan Kinley, Jibon, Pran etc. are selling their product through wholesalers. Super Fresh come up with different types of pack sizes where MUM has only 2 types of pack sizes. Super fresh are offering some kinds promotion to their dealer to promote their product and increase their sales and increase the awareness of their brand. In that concern I have to find out that what MUM should do for their dealer and at the same time for their end user.
Objective of the project
The general objective of this study is to complete the report. As per requirement of Business Administration Department of ASA University Bangladesh, all students need to prepare a report for the BUS 498 course to acquire practical knowledge about real business operation.
The report that I have to do as Marketing student, must have some specific objectives. The specific of the report is to explore the Marketing strategy of “MUM” a bottled water product of Partex Beverage Limited (PBL).
Identifying the market size & market share.
Identifying the target consumers according to demographic segmentation social class. Identifying marketing & sales objectives according to positioning of the product. i.e. Identifying the product attribute(s) (hygiene, convenience, safety, environmentally responsible etc.) that are highlighted in the communication message. Identifying the perception of quality compare to different mineral water brands.
Identifying the pricing policies.
Identifying the effectiveness of distribution strategy
Identifying different promotional activities that the company offers like credit facility, discount, occasional gift, incentive etc. Identifying the standardization of the product
Identifying the awareness of the consumers regarding the product in percentage.
Scope of the project
Gathering the information from different places in Dhaka city. Collect information from different types of age group, habitants etc. What are the benefits of those consumers who are taking these mineral waters like MUM, Super Fresh, ACME, Pran, Jibon, Duncan, Kinley etc. Whether consumer prefer different types of pack sizes. Are the consumers satisfied about the quality of MUM? Habit and life style of the consumer who take mineral water. Does advertising play a positive role to increase the awareness of their brand? Analyzing the information
Analysis the above information from facts gathered and discussed with management of MUM.
Sources and methods of data collection
For this study it will require both the Secondary and Primary data.
In the report I use both internal and external secondary data. 1. Internal
We collected some data (Market share, growth rate etc) from the management of PBL.
2. External Secondary Data:
To compare some data we collected some information from different organizations and BSTI.
Primary data is always known as survey data. This type of data is collected from the respondent. For this study we collected the primary data by taking personal interview with the consumer and different types of institution.
People from different profession dink mineral water. So those who drink mineral water are our targeted population
60 different outlets where the company serve their products are sampling frame.
Every individual who are chosen for questioning are considered as sampling unit.
The sample size is near about 60for this report.
As there are so many outlets located in different places in Dhaka city which cost very high to go everywhere, convenient sampling technique is applied.
Limitations of the study
There are some limitations of the study that might have prevented in reaching more faithful result. The limitations are stated below: Because of unavailability of the information of DPHE, CAB, BBU, it was not possible to make the report as accurate as possible. Time is one of the constraints of the study. The time duration to prepare the assignment is not enough to learn about the Marketing Strategy of any organization’s product. Besides, some important aspects of the report could not be covered because of time constraint. If more Marketing and other related factors that affects the market potentiality could have been considered, then the result might have contained more validity. Every organization wants to maintain the confidentiality of the information. Because of this reason, the managers and officers who were interviewed did not disclose much information
Chapter – 2
A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others. Product Life Cycle (PLC)
The course of a product’s sales and profits over its lifetime. It involves four distinct stages: Introduction, Growth, Maturity and Decline stage. The product life cycle stage in which a product’s sales start climbing quickly.
A promotion strategy that calls for spending a lot on adverting and consumer promotion to build up the consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.
A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to the wholesalers, the wholesalers to retailers, and the retailers promote to consumers.
The activities of designing and producing the container or wrapper for a product. Traditionally, the primary function of the package was to maintain and protect the product. In recent years, product safety has also become a major packaging concern.
Anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a want or need. It include physical objects, services, persons, places, organizations, and ideas.
The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or services.
Distribution or place includes company activities that make the product available to target consumers.
Promotion means activities that communicate the merits of the products and the persuade target customers to buy it.
Brand awareness is the ability of a potential buyer to recognize or recall that a brand is a member of a certain product category. A link between product class and brand is involved
Internal analysis to identify the company’s Strengths, Opportunities, Weakness and Threats. Vertical Marketing System (VMS)
A distribution channel structure I which producers, wholesalers and retailers not as a unified system.
The extent to which a product’s perceived performance matches a buyer’s expectations. If the product’s performance falls short of expectations, the buyer is dissatisfied. If the performance matches or exceeds expectations, the buyer is satisfied or delighted.
Chapter – 3
Company information and product
Partex Group is one of the largest companies of our country. It was established in 1962. Partex Group of 17 industries. Net wrth at current market price nearly US $150 million. It has over 350distributor around the nation. There are more than 45,000 outlets it’s products are available. And Partex Group has over 7,000 employees.
Partex Beverage & their aim
Partex Beverage Limited consists of 2 products – these are RC Cola and MUM. MUM offers a variety in consumer choice; 500 ml as individual and 1500 ml as a family pack size. The sky is not the limit for them but their expectations are within limits. Their imagination soars beyond conventional barriers.
They share their beloved motherland. They want to serve her better in the greater quest for national economic emancipation. Enterprise is their life. They manufacture quality substitute consumer and industrial products. They offer consumer satisfaction keeping environmental and human factors in mind. It is this thrust that gives their organizational integrity. They treasure their reputation and protect it zealously.
Company product & its Marketing Strategy
1. Producer & Marketer – Partex Beverage Ltd., units of Partex Group 2. Brand name – MUM
3. Type of the product – Natural drinking water
4. Pack size – 500ml &1500ml
5. Packaging –
Primary packaging – PET (Polyethylene Terepthalate)
Secondary packaging – A tray made of corrugated paper contains 12 bottles which is covered by shrink wrap
6. Product attributes –
Product quality –
Strictly following guideline & standard specification of quality level of WHO, IBWA, ICDDRB, Food and Nutrition Dept. of DU It is free from adulteration and contamination
Produced under hygienic condition
Obtained BSTI license
Unique packaging feature –
Safe & pure natural
Calcium – 29 mg/L
Potassium – 2 mg/L
Bicarbonate – 134 mg/L
Sulphate – 1 mg/L
Sodium – 4 mg/L
Magnesium – 1 mg/L
Chloride – 10 mg/L