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DEPARTMENT OF

MARKETING STUDIES & INTERNATIONAL MARKETING

U N I V E R S I T Y O F C H I T T A G O N G

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An Internship Report on

Marketing Practices of Nurjahan Edible Oil

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Abstract

Nurjahan Edible Oil Ltd. - a member of Nurjahan Group of Companies a leading corporate house in business arena in Bangladesh. This group is engaged primarily in refining and marketing of edible (Soya bean Oils, Super Oils, Palm Oils) oils. My study is to propose frame work and to identify feasibility of Nurjahan edible oil as a viable offering of today’s market.

For completing my research I collect data from core level oil user. I personally meet two types of oil users and retailers who directly meet with the consumer preferences. It’s very effective for me to analysis my project topics more effectively. I used to survey and observation method for my research and analysis. I collected data only from Chittagong area. I set market analysis based questions for my questioner to collect data and I also try to visit the actual consumer for getting effective answers for my research.

Our marketing objective is to establish a creative positioning and marketing platform in line with “Nurjahan Edible Oil Ltd” Core values that will undefined all marketing activities and build the image of “Nurjahan Edible Oil Ltd”.

Every product success depends on effective promotional activities. We try to offer effective sells and consumer promotion and offer push strategy for Nurjahan Edible Oil Ltd.

Finally from my close observation I would like to recommend that the Nurjahan Edible Oil Ltd. have to ensure their product quality to their targeted markets in order to achieve those target markets. Create awareness by taken effective promotional activities and strong strategies for getting their targeted prospects.

“Acknowledgement”

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First of all I would like to express my heartiest gratefulness to the almighty Allah.

The topic of Internship report assigned to me is “ Marketing Practices : Nurjahan

Edible Oil Limited.” I am very glad to do this study & enormous debts are

accumulated on the way to complete this report. This report is prepared as a

partial fulfillment of MBA degree in the Department of Marketing Studies &

International Marketing.

I am especially grateful to Md. Salamat Ullah Bhuiyan, Professor,Dept. of

Marketing Studies & International Marketing, University of Chittagong For giving

me chance for do my internship report.

I would like to thanks from the core of my heart to Kazi Motaher Uddin (Deputy

General Manager Nurjahan Group). For his unconditional support, when assisted

me to complete my internship program successfully. I like to offer my thanks to

Md. Nur Hossain (Senior Executive- Accounts& Finance) and Md.Nazrul Islam

(Divisional Sales Manager) who helped me a lot by giving his valuable responses

during my internship period.

Sayed Mostafa Amanat

MBA, Class roll: 15662

Session: 2009-10

20th june, 2012

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“ Table of Contents”

Particulars Page

CHAPTER ONE

INTRODUCTORY DISCUSSION:

Introduction

Rationale of the study

Objective of this report

Methodology of the Study

Research Problem

Scope of the study

Limitations of the study

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10

10

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12

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MARKETING PRACTICES OF NURJAHAN OIL

CHAPTER TWO

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PRODUCT

Description

Product Name Selectionproduct PositioningConcept Development

Concept Management

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14

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18

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CHAPTER THREE

Price

Brand wise Price Record

Pricing Objective

Marketing Strategy and Price

Pricing Decision

Factors of Pricing Decision

Corporate Pricing & Price

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21

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23

25

25

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Discount

CHAPTER FOUR

(CHANNEL OF DISTRIBUTION)

Overview of Distribution Channel

Distribution system of JVOL

Process

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29

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CHAPTER FIVE

Promotion

Advertising

Corporate client management

Corporate Clint management systems

Managing ordinary customers

Monthly Cost Advertising In RTV

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35

35

37

37

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Chapter Six

Analysis of Data 41

Chapter Seven

problems 46

Chapter Eight Recommendation &Conclusion

Conclusions

Bibliography

Questionnaire for Customers

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49

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Introduction

Marketing plays a vital organizational role for a Firm. A company expands their

product line on base of its marketing performance. As it helps to achieve the out

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comes of the company the more efficient a company in marketing, the more

efficient in performance marketing is related with profit. If the product can fulfill

the expectation of the consumer, it will be able to earn more profit. If it cannot

fulfill the expectation of the consumers, it wills loss the share in the market. For

this reason, the firms always try to ensure better marketing management of the

operation to create a competitive advantage in the market.

Nurjahan Group of Industries is one of the largest companies in Bangladesh .At

the present time it has a rich business portfolio and except some products in all

products of the business portfolio Nurjahan Oil is holding leading position. This

group plays an important role in our national economy and creates a huge

number of employment opportunities.

After all, the marketing performance of the company is better than other

competitors. I have performed my duties in the Nurjahan Edible Oil Ltd. sector

during internship period. I personally surveyed different areas, meet different

classes peoples and collected date from them about my concerning activities. So,

Data has been collected using case method of study.

Rationale of the study

In harmony with the objective of the study of marketing practices of nurjahan edible oil , the rationale of this report encompasses feasibility and appraisal of marketing practices of nurjahan edible oil , based on realistic survey , analysis and

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assessment of customers’ reaction about marketing practices of nurjahan edible oil. This report also focuses on specific purpose of marketing practses such as product,price, distribution and promotion.

Objective of this report

Objectives setup for any analysis is more important for the smooth and

fruitful of this analysis. Also the objectives of this report boosting and reaping

optimum benefit of the study.

1. To know whether the product “Nurjahan Edible oil” is maintaining desired quality or not based on customer response.

2. To understand Pricing objective and customer reaction in the existing pricing structure about Nurjahan edible oil.

3. To analyze marketing problems and provide recommendation for nurjahan edible oil.

4. To understand promotional, specifically advertising Objective of Nurjahan edible oil and customers’ response to the advertising in making purchase.

5. To gain information about customers’ reaction in purchasing Nurjahan edible oil.

Methodology of the Study

This report is based on realistic field survey of customers’ reaction on marketing

practices of nurjahan edible oil. For preparing this report data have been

collected in the following way :

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Sources of Data:

Primary Data: Primary data for the study have been collected through

questionnaire from the students , service holders, teachers and housewives from

metro area.

Questionnaire: formal questionnaires were provided to the respondents on

structural pre determined purpose. The answers from the respondents were

asked to be direct and real time based.

Secondary Data: Secondary data were collected from the company and its

previous years sheets, the marketing and sales department of the company and

theoretical knowledge from book on principles of marketing by Philip kotler and

web sources specially company website .

Research Problem

The research problem of the study is to find out marketing problems of nurjahan edible oil. Although it is a very generalized and broad interpretation , the researcher has tried his best to sort out the marketing problems based on

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statistical analysis. The researcher , for the feasibility of the report has gone through field survey for avoiding biasness of manipulation.

Scope of the study

The scope of the study was limited up to the oil industry of Bangladesh. As this oil industry is very vast & as there is a huge customer base in oil industry, the scope of working in this industry is up to the expectation. The researcher is supervised to work in a particular enterprise named “Nurjahan edible Oil”. As particular side of research is on the marketing practices of nurjahan edible oil, the researcher has tried his best to figure out the details of the marketing problems of nurjahan edible oi. As far as possible ,researcher has tried all out effort in gathering data related to the subject matter of the study including primary & secondary data. My internship programme started from 1st march,2012 up to 31st may,2012.

Limitations of the study

Any report is not out of limitation. While conducting my study in various places ,

faced some limitations. These are as follows:

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“Biasness” of the customers while providing data in making survey , is an

unavoidable limitation.

“Inadequacy of awareness” of customers while providing data is also a

limitation.

Application of Perfect statistical measurement was also not possible

because of the above two limitations.

Insufficient data also a limitation.

Arrangement of data is also not 100% accurate.

MARKETING PRACTICES OF NURJAHAN OIL

We all know that Marketing Practices is the set of controllable, tactical

marketing tools that the firm blends to produce the response it wants in the

target market. The Marketing Practices consists of everything the firm can do

to influence the demand for the product which have to be carefully managed

and must meet the needs of the defined target group. The many possibilities

can be collected into four groups of variables known as the “four Ps”:

Product, Price, place, Promotion.

CHAPTER TWO

PRODUCT

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Description Product means the goods and services combination the company offers to the target market. In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process.”

“We Will Never Compromise on Quality.We Will Never Betray Your Trust”.

With that motto, NEOL continued its triumph to produce refined Soya bean

oil which is right for human consumption. Their product offerings are-

1. Refined Soya bean Oil 2. By product / Bulk

Under the soybean oil offering, NEOL set its Products Segmentation according to-

A. 500 ml Bottle

B. I Liter Bottle

C. 2 Liter Bottle

D. 3 Liter Bottle

E. 4 Litter Bottle

F. 5 Liter Bottle

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G. 8 Liter Bottle

H. 16 Liter Tin

Product Name Selection

We select names from three vantage points.Once we are confident that our teams have created broad ranges of potential solutions, we review eachcandidate from three distinct vantage points:

Strategic Impact: This is the ability of a new name to get attention (within a category), generate interest, and deliver a new message.

Semantic Value: Too often a name is selected simply by its literal meaning or rejected because of a few personal associations.  In our selection process, we look beyond a word’s literal meaning and analyze other possible associations that the name might suggest. Is the name multifaceted? Can it deliver new energy to the category?

Phonetic Structure: Does the name look and sound natural or artificial? Does it offer a pleasing, rhythmic quality? Is it constructed to create a balance between vowels and consonants? Is it likely to be memorable because of its stress patterns? Does it help to convey the right tone?

Product PositioningIdentifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (price, promotion, distribution, packaging, and competition)A company, a brand or a brand must have positioning concept in order to survive in the competitive marketplace.

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Product positioning process:

Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s)

Generally, the brand positioning process involves:

1. Identifying the domestic Edible Oils markets direct competition

Bangladesh is a big market for Edible Oil companies both “Domestic & Foreign”. Competitors of this industry took places in a competitive market. Nurjahan Edible Oil entered in market early in 2010. It’s strategic aim is

1.Provide Quality products &

2. Low price operation.

2. Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)

3. Documenting the provider's own positioning as it exists today. NEOL employed Mr. Kazi Motaher Uddin, Former Manager (Marketing) of SMC & Unilever bd Ltd to manage the documentations of branding & legal affairs.

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4. Comparing the company's positioning to its competitors' to identify viable areas for differentiation. Nurjahan Edible Oil Ltd differentiated its product according to market competition. Its remain its low price operations through own support on packaging, transport, research & development.

5. Developed a distinctive, differentiated and value-based positioning concept. E.g. Corporate dealings, Availability of product, Value added offerings etc.

6. Creating a positioning statement with key messages and customer value propositions to be used for communications development across the variety of target audience touch points e.g. advertising, media, PR, website, etc.

Concept DevelopmentThough brand development is by no means a new idea, today our domestic Edible Oil consumers have more access to information and more choices than ever before. The result is higher expectations, and the brand’s message must captivate the consumer immediately. Edible oil companies seeking to experience long-term

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success will have to create the most compelling, relevant, and consistent brand experiences for their customers.

A Promise Is a Promise

Nurjahan Edible Oil Ltd providing a Brand Proposition that is engaging, is easily understood, and offers an emotionally positive solution to needs and desires only serves to enhance the current customers’ perception. The company ensures & remaining the product quality, delivery & customers expectations.

Deliver the Unexpected

When developing a brand proposition, never let your brand’s promise be one that is already expected; this is a sure way to NOT stand out from your competitors. Advertising efforts that utilize adjectives like “good”, or “nice” are sure to fail when seeking to be both engaging and unique. The company offers value added products e.g. a bundle mix of Nurjahan Edible Oil Bottle with Nurjahan Spices (turmeric powder, chili powder etc) 100 grams pack.

Winning their Hearts and Minds

An important aspect of brand development is to create a positive emotional attachment to the brand which creates a response in its audience without the audience seeing the product or directly experiencing the service. The Nurjahan Edible Oil Ltd selected the brand name as it’s easy to listen & to remember. The peoples of Bangladesh like to buy a domestic product which has a flavor of its origin. The Company participates on socio-cultural & welfare programs with their “Brand” & “Logo”.

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Concept Management

Brand managing, it includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business.

In case of Edible Oil brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product.

Branding is assembling of various Marketing Practices medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with Nurjahan Edible Oil’s brand name. It gives an image of an experienced, huge and reliable business.

CHAPTER THREE

Price

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One of the four major elements of the Marketing Practices is price. Pricing is

an important strategic issue because it is related to product positioning.

Furthermore, pricing affects other Marketing Practices elements such as

product features, channel decisions, and promotion. Price is the quantity of

payment or compensation given by consumers to the company in return for

goods. As the market of Soya bean is unpredictable sometimes it needs to

lower the prices and sometimes it needs to be rationalized. So price of Soya

bean oil doesn’t remain constant due to lack of stability of economical

environment, change at exchange rate, high interest and political unrest.

Facing these complexities, NEOL tries to continually examine and reexamine

the prices to make affordable price for the target customers.

Competitive Pricing environment in Edible Oil Industry:

In recent age, the market of edible oil is very competitive. It’s made the pricing environment hard to set a flexible price for any short of products (edible oil). Setting the price of a product based on what the competition is charging. Competitive pricing is used more often by businesses selling similar products (vanaspati, palm etc.), since services can vary from business to business while the attributes of a product remain similar. This type of pricing strategy is generally used once a price for a product or service has reached a level of equilibrium, which often occurs when a product has been on the market for a long time and there are many substitutes for the product.

Brand wise Price Record

Position in PET (Soya bean Oil)

Brand Taka/Liter Taka/Liter Taka/Liter

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2009 2010 2011

Teer 102.00 105.00 114.00

Nurjahan 99.00 102.00 112.00

Rupchanda 105.00 112.00 120.00

Fresh 100.00 103.00 112.00

Mostafa 102.00 105.00 115.00

Muskan 99.00 102.00 112.00

Pusti 103.00 105.00 114.00

S. Alam 100.00 102.00 112.00

Figure: Price Records of Edible OIL Companies in Last 3 Years.

Pricing Objective

Pricing objectives or goals give direction to the whole pricing process. Determining what your objectives are is the first step in pricing. NEOL pricing objectives must be identified in order to determine the optimal pricing. Common objectives include the following:

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Current profit maximization - seeks to maximize current profit, taking into account revenue and costs. Current profit maximization may not be the best objective if it results in lower long-term profits.

Maximize quantity - seeks to maximize the number of units sold or the number of customers served in order to decrease long-term costs as predicted by the experience curve.

Maximize profit margin - attempts to maximize the unit profit margin, recognizing that quantities will be low.

Quality leadership - use price to signal high quality in an attempt to position the product as the quality leader.

Partial cost recovery - an organization that has other revenue sources may seek only partial cost recovery.

Pricing Strategy:

An organization in a competitive market, can adopt a number of pricing strategies. The pricing strategies are based much on what objectives the company

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has set itself to achieve. Nurjahan Edible Oil Ltd screened its pricing objectives according to its business operations & values.

Marketing Strategy and Price

Before the product is developed, the marketing strategy is formulated, including target market (Bangladesh) selection and product positioning. There usually is a trade off between product quality and price, so price is an important variable in positioning.

Because of inherent trade offs between Marketing Practices elements, pricing will depend on other product, distribution, and promotion decisions.

Estimate the Demand

The country (Bangladesh) has huge market for Edible Oil Industries. Its potential demand & supply can make it rich for investors to compete with Price. Because there is a relationship between price and quantity demanded, it is important to understand the impact of pricing on sales by estimating the demand for the product.

Calculate Costs

If the firm has decided to launch the product, there likely is at least a basic understanding of the costs involved; otherwise, there might be no profit to be made. The unit cost of the product sets the lower limit of what the firm might charge, and determines the profit margin at higher prices.

The total unit cost of a producing a product is composed of the variable cost of producing each additional unit and fixed costs that are incurred regardless of the quantity produced. The pricing policy should consider both types of costs.

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Cost to Satisfy (Price)

Every company has to realize that price is one part of the cost to satisfy. One of the most difficult places to be in the business world is the retailers selling at the lowest possible price. If company relies strictly on price to compete then company is vulnerable to competition- in the long term. So NEOL prioritizes to concentrate on premium pricing considering premium image at consumer’s mind. If consumer is satisfied then he/she becomes loyal customer which results in more benefits to the company.

Environmental Factors

Pricing must take into account the competitive and legal environment in which the company operates. From a competitive standpoint, the firm must consider the implications of its pricing on the pricing decisions of competitors. For example, setting the price too low may risk a price war that may not be in the best interest of either side. Setting the price too high may attract a large number of competitors who want to share in the profits.

From a legal standpoint, a firm is not free to price its products at any level it chooses. For example, there may be price controls that prohibit pricing a product too high. Pricing it too low may be considered predatory pricing or "dumping" in the case of international trade. Offering a different price for different consumers may violate laws against price discrimination. Finally, collusion with competitors to fix prices at an agreed level is illegal in many countries.

Pricing Decision

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The pricing decision is a critical one for most marketers, yet the amount of attention given to this key area is often much less than is given to other marketing decisions. One reason for the lack of attention is that many believe price setting is a mechanical process requiring the marketer to utilize financial tools, such as spreadsheets, to build their case for setting price levels. While financial tools are widely used to assist in setting price, marketers must consider many other factors when arriving at the price for which their product will sell.

When setting price, marketers must take into consideration several factors which are the result of company decisions and actions .NEOL followed & considered some common factors to make a decision about its price which will better match with market & its competitors.

Factors of Pricing Decision:

Internal Factors:

To a large extent these factors are controllable by the company and, if necessary, can be altered. However, while the NEOL may have control over these factors making a quick change is not always realistic. For instance, product pricing may depend heavily on the productivity of the refining facility.The marketer knows that increasing productivity can reduce the cost of producing each product and thus allow the marketer to potentially lower the product’s price. But increasing productivity may require major changes at the manufacturing facility that will take time and will not translate into lower price products for a considerable period of time.

External Factors:

There are a number of influencing factors which are not controlled by NEOL but will impact pricing decisions. Understanding these factors requires the marketer

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conduct research to monitor what is happening in each market the company serves since the effect of these factors can vary by market.

Elasticity of Demand Customer Expectations Competitive and Other Products Government Regulation Segment Pricing of Nurjahan Edible Oil

Sl. Segments Price in Taka

A 500 ml Bottle 66.00

B 1 Liter Bottle 129.00

C 2 Liter Bottle 254.00

D 3 Liter Bottle 382.00

G 4 Liter Bottle 505.00

H 5 Liter Bottle 625.00

I 8 Liter Bottle 995.00

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J 16 Liter Tin 1950.00

Corporate Pricing & Price Discount

Nurjahan Edible Limited is incorporated with some reputated corporate houses. Most of them are consumer retailer, resturent, international hotel, tourist spot, chain resturent etc.They are in corporated under law of in corporation. Their corporate relation maintain a special price for its corporate customers under some conditions as the contractual agreement containing.

Corporate Clients:

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Corporate clients get 5 % price discount, credite facility & product delivery services.

CHAPTER FOUR

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Overview of Distribution Channel

Place includes company activities that make the product available to target

customers.

JVOL distributes the product to the user at the right place at the right time by

establishing a strong dealer network. JVOL has Sole agent at six division of

country who distribute the product to distributors. Sales representative are

scattered around the market to direct contact with retailer and customers.

However, this company tries to available its product every nearest local shop

to or target customer through following way-

Figure— Distribution Channel

Distribution system of JVOLJasmir Vegetable Oil Ltd is maintaining a strong distribution network in the

country to make available its product to every nearest local shop and target

customer. Highly experienced distributors and engaged for distributing

various products throughout the country. Marketing department is monitoring

and supervising their sales representative, sole agent, dealer and retailer to

reach our product to the end customer so that people can easily get our

product.

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Manufacturer

Sole Agent Distributor

Retailer

Customer

Jasmir Vegatable Oil Ltd has already set up their distribution channel and they follow level 3 distribution channels for ensuring the effective distribution of product for the ultimate customer.

Figure : Diagram of Distribution System of JVOL

ProcessDistribution process that is to use the marketing channel for ensuring the

effective distribution of product for the ultimate customer. We can say that the

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Nurjahan Oils Ltd.

Central Depot

Company Distributor

Area Depots

Whole Sellers

Retailers

Consumer

way be which we can give the product to the hand of ultimate customer. There is

some level of marketing control channels which are follows:

0 – Level

1 – Level

2 – Level

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Manufacturer

Manufacturer

Customer

Retailer

Customer

Manufacturer

Customer

3 – Level

CHAPTER FIVE

Promotion

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Wholesaler

Retailer

Manufacturer

Distributor

Wholesaler

Retailer

Customer

Promotion means activities that communicate the merits of the product and

persuade target customers to buy it.

JVOL firmly believes that ‘It is only when we aim for the Heaven; we shall reach

the stars’, that’s why JVOL adopted a credible and extensive promotional plan to

run a thematic and aggressive promotional campaign. According to promotional

plan this company normally conducts following promotional activities.

JVOL adopts direct and indirect promotional activities through following

media like TV Channel, Newspaper, Bill boards, Posters, Magazines, new

plan upcoming for Web advertising etc to create and keep brand awareness

and to explore exciting ways to emphasize on hygienic service.

Sales promotion is crucial in attracting consumer. It can be of directly or via

the intermediaries. JVOL contracted with third party named DRIK

(Advertizing agency) to conduct their print and electrical media compaign

on behalf of JVOL.

TV is more important for any company to reach our target market at the

same time to fulfill our objective. So JVOL mainly uses this strong media to

promote their brands among consumer through peak our , off-peak or

advertisement. During special occasion like Eid, Pahala Falgun, Pahela

Baishakh JVOL arranges special musical program under the brand name of

Nurjahan Soybean Oil like “Nurjahan Studio Concert at RTV’. Most

recently, at 14th February on the occasion of Valentine’s Day, Nurjahan

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Soyabean Oil sponsored a program named ‘Nurjahan Grand Music at NTV’

for its brand promotion.

To aware and educate the customers, JVOL sponsored in various events

related to the product and its image through sponsoring different sports

event, arts, entertainment, exhibition, fair and festivals, cause-related

events. Most recently it sponsored ‘Bijoy Mela’ at Laldighi Maydan in

Chittagong for the reminiscence of the inspiration of our victory. And also,

lately Banglalink organized a 2 days music festival under the banner of

‘Banglalink Desh Music Festival’ at Fantasy Kingdom to help the flood

victims.

In today’s time, there are too many radio listeners. Radio channels are

famous media for entertainment. Considering this factor JVOL is planning a

design to create awareness to target customer through using this media

like popular radio channels Radio Furti, Radio Tuday, and Radio 2 Fun etc.

Advertising :

Purpose : 1. To create awareness among the people through

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brand marketing.

2. Through Billboard, TV, Nurjahan Oil, Persuades

people to buy their oil.

Corporate client management

Basically Nurjahan oil manages the demand supply of

oils among the corporate clients.

Corporate clients of Nurjahan group :

1. The Pan Pacific Sonargaon, Dhaka.

2. Westin Hotels & Resorts.

3. The Peninsula Chittagong.

4. Biman Bangladesh Airlines.

5. Lab-Aid

6. Apollo Hospitals, Dhaka.

7. Pizza Hut.

8. KFC

9. Mr. Baker

10. Mr. Baker Canadian Food Center

11. Golden Harvest 35

12. Cooper’s

13. Baton Rouge

14. Well Mart Super store.

15. White Hen

16. Koyla.

Corporate Clint management systems :

a) Credit facilities.

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b) 3% commission per litre than marlcet price.

c) One year agreement to buy Nurjahan oil for

mandatory.

Advertising budget : Dimensions of Yearly advertising

Cost :

i. Megazine = 6,00,000 (5 meganim)

ii. TV ad = 4,80,00000.

iii. Newspaper = 1,00,000 to more.

iv. Bill Board = City Corporation receives

25,00,000.

v. Cultural program = 30,00,000.

Managing ordinary customers : Chart.

Advertising frequency : Per advertisement in TV 30 seconds. Monthly basis ads. Advertising media management :

Media agency takes 7% commission.

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Eovent marking (sponsorship) :

i. Fashion show organized by prothona 2011.

ii. Nurjahan rondhon shoili on RTV.

iii.Grand Music at Chittagong stadium organized by

Chittagong metropolitan Police.

iv. Sponsors NTV Grand Music.

Advertising Media :

1. ATN Bangla.

2. RTV.

3. Bangla Vision.

4. News Paper.

Monthly Cost Advertising In RTV

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Date Bill No.

19.01.12 NG-NSO-RTV

Particular Period Time Spot

Location

Spot

Duration

Rate

Per

min.

Rate

Per

spot

Airing

Spot

Total

(Tk.)

Pick

Before Drama/News

30 Second

5500 2750 71 Spot

2,03,500

Mid Break of Drama News

7500 3750 56 Spot

2,10,000

Off

Pick

Before mid break of Drama

Bonus Bonus 130 Spot

260

Spot

4,13,500

Add : 15% Vat on Tk. 4,13,500 62,025

Total 47,525

Less 3% Atton T/C 413500 12,405

Sub Total 4,63,120

Add: 7% Agency commission on 413500 28,985

Grand Total 4,92,065

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Tk. (In Word) Four Lac Ninety Two Thousand Sixty Five only

Chapter Six

Presentation of Data

1. You are getting the desired quality for the given price:

# Total No. of respondents = 49

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53%

47% YesNo

Yes = 26=53%

No = 23=47%

Findings : The survey shows that 53% of the buyer said that Nurjahan eedible oil is providing the desired quality for the given price, while 47% disagreed.

2. Nurjahan edible oil is making enough advertisements to promote its brand image:

# Total no. of respondents = 45

Yes = 27=60%

No = 18 = 40%

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Findings : The survey shows that 60% of the buyer said that Nurjahan eedible oil is making enough advertisements to promote its brand image while 40% disagreed with is statement.

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3. Price of Nurjahan oil is reasonable in comparison with competitive brands:

# Total no. of respondents = 47

Yes = 30=63%

No = 17 = 37%

63%

37%Yes

No

Findings: The survey shows that 63% of the buyers said that price of of nurjahan edible oil is reasonable in comparison with other competitive brands while 37% disagreed.

5. Which cooking oil brand do you buy monthly?

# Total no. of respondents = 39

Rupchanda = 59%

Nurjahan = 15%

Fresh = 10%

Dada = 10%

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4. Which of the following marketing strategies do you think Nurjahan edible oil should Change?

# No. of respondents = 46

Product = 28%

Price = 20%

Findings: The survey shows that 52% of the buyers said that price of of nurjahan edible oil should change product strategy while 37% suggested that it should change its pricing strategy and 11% suggested change of distribution or placing strategy.

0%

10%

20%

30%

40%

50%

60%

Rupchanda Nurjahan Fresh Dada Muskan

Series1

Muskan = 5%

Findings: The survey shows that 59% of the buyers buy rupchanda oil, 15% of the buyers buy nurjahan, 10% of the buyers buy fresh oil, 10% of the buyers buy dadaoil, 5% of the buyers buy muskan oil,

6. Do you want any discount?

# Total no. of respondents = 48

Cash Discount = 41%

Quantity Discount = 31%

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0%

10%

20%

30%

40%

50%

60%

Rupchanda Nurjahan Fresh Dada Muskan

Series1

No Discount = 27%

Findings: The survey shows that 41% of the buyers want cashdiscount, 31% of the buyers want

Quantity discount, 27% of the buyers want Quantity discount.

Chapter Seven

Problems

45

Product quality of nurjahan edible oil is not upto the expectation or desire of

customers.

Responsibility of pricing of nurjahan oil is also debatable that is price is not in

harmony with quality.

Advertisement and sales promotion is not sufficient . An important portion of

customers claim that nurjahan edible oil is not making enough advertisement

and sales promotion.

Overall marketing practices of nurjahan edible oilare not good enough to fit

competition.

Nurjahan edible oil is not successful in retailing customers.

Chapter Eight

Recommendation & Conclusion 46

Recommendations Nurjahan edible oil should ensure better quality to satisfy and retain

current customer base. It should ensure reasonable price considering quality and

competition. Overall marketing practices should be improved It should increase advertisement and promotion in such way that it

increases company’s customers base. It should revise it loyalty programme and provide more benefit to the

corporate client. Assessment and evaluation of marketing practices should be made

on regular basis and revised.

ConclusionsNurjahan Edible Oil Ltd. is a new comer in the Oil market in Bangladesh but they

have experience in their other business sectors. Nurjahan Group of Companies a

leading corporate house in business arena in Bangladesh. They try to contribute

our county GDP by serving their group of industries. Nurjahan Edible Oil Ltd. is

one of them.

Nurjahan Edible Oil Ltd. needs to conduct more marketing research to find out

the actual market position. Customers or end users are the main strength for any

company, so company need to evaluate the customer response about their

product. Then company can adopt the appropriate marketing strategies. As the

47

tea market is becoming competitive day-by-day, company needs to take

challenging strategies to gain competitive advantage.

Based on the study few possible recommendations have been made for the

betterment of the company. If these recommendations can be followed it can be

expected that in future all plans are successfully run and they will reach their

targeted position.

In this report I confess that mistakes may take place in my report because of

various limitations and also my limited knowledge. But I have tried to my best to

avoid or minimize mistake in my report. I have presented situation analysis,

market summary, market share analysis, demand, supply & gap analysis,

feasibility test, monthly consumption pattern, SWOT analysis, marketing strategy,

Marketing Practices, promotion, marketing expected budget, sales forecast and

many other things.

I think my included tools and suggestion will be to increase the profitability of the

company. If any producer of edible oil wants to capture the whole market then

they should understand the consumers demand

Bibliography

48

Company profile of Nurjahan Group of Industries.

Kotler, Philip, Marketing Management, Prentice Hall of India, 11 th

edition, 1998, pp 541, 473

Principles of Marketing by Philip Kotler

www.google.com

www.googlescholar.com

Company’s statistical data

Questionnaire for Customers

49

N. B. : Your information is a helping aid for the researcher. Please don’t be biased or affected by someone or something while giving decision.

Name : ………………………………………………. Age: ……………

Profession : ………………………………………………..

Which liter oil do you buy every month?

i. ½ Liter iv. 5 Liter

ii. 1 Liter v. 8 Liter

iii. 2 Liter vi. 10 Liter

vii. 15 Liter viii. 20 Liter

Ix. Above 20 Liter.

Which cooking oil Brand do you buy for household use?

i. Rupchanda iv. Mostafa

ii. Teer vi. Fresh

iii. Nurjahan vii. Dada

iv. Muskan viii. Others

You buy Nurjahan edible oil for cooking :

i. Yes. Iii. Sometimes

ii. No. iv. Infrequently

Among other brands of cooking oil ,you prefer Nurjahan edible oil:

50

i. Yes

ii. No.

Price of Nurjahan edible oil is reasonable in comparison with other brands:

i. Yes.

ii. No.

Nurjahan edible oil is making enough advertisements to promote its brand image:

i. Yes

ii. No

Every Month you buy Nurjahan oil…..

i. Yes

ii. No

TV advertisement made you purchase Nurjahan oil :

i. Yes

ii. No

You are getting the desired quality for the the given price :

i. Yes

ii. No

Do you want any discount?

i. Cash discount

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ii. Quantity discount

iii. No discount

Do you compare price of Nurjahan oil with other cooking oil brands?

i. Yes

ii. No

Which of the following option do you think Nurjahan edible oil needs more

improvement?

i. Product ii. Distribution and supply

ii. Price iii. Advertisement and Promotion.

Thank you

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