MKT Strategy 460 Final

7/26/2019 MKT Strategy 460 Final

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Strategic Marketing Analysison DANO MILK POWDER


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DANOMILK POWDER BANGLADESH

1

SUBMITTED TO

Samy Ahmed(SYA)

Lecturer, School of Business

North South University

STRATEGIC MARKETING (MKT !"#

SECTION: 02

SUBMITTED BY

NAME

MD.Rakibul Islam Rakib

1010153 030

Date Of Submission:13/4/2014


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Letter of Transmittal

April 13, 2014.

Course Instructor

Samy Ahmed

School of Business,

North South ni!ersity.

Subjet: Submission of Strate!i Mar"etin! #nal$sis %e&ort Base' On (Da'o Mil" )o*'er+

"ear Sir,

#ere is the Strate$ic %ar&etin$ Analysis 'eport Based on ("ado %il& )o*der+*hich is necessary for

the partial fulfillment of Strate$ic %ar&etin$%- 4/0 course of BBA pro$ram.

herefore, *e *ill e pleased if you accept the proect and *e also ea$erly *aitin$ for your !aluale

recommendation aout our *or&.

han&in$ you

Sincerely yours,

Name I" Si$nature

%".'a&iul Islam 'a&i 101013 030


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Delaration Statement

his is to e declared that, this proect is prepared y our o*n research and *or&. here is no pla$iarism

in this *or&. 5e used the #ar!ard 6 A)A system for referencin$. All the references are pro!ided in the

term paper. he report *as not sumitted earlier to any other course or any other institution. 5e are

responsile if any &inds of pla$iarism are founded in this *or&.

Table of Contents


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"

Ackno#le$ge%ent&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '

E(ec)ti*e S)%%ery&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&+

IN,ROD-.,ION&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& /

An o*er*ie# o0 Dano %ilk o#$er 2istory in Bangla$es2&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&3

Oerational Syste% in Bangla$es2&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&3

Dano S,P 4Seg%entation5 ,argeting5 Positioning6 Process7&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&8

SWO, Analysis7&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& 1'

,2e Strategic Planning Ga7&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&1/

Pestle Analysis7&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&13

,2e B)ying Decision Making Process&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&1

.ore 9al)es o0 DANO7&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&

Bran$ Personality7&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&

I%le%entation o0 Pro$)ct:Market E(ansion Gri$ Strategies7&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&!

.o%any;s Strategies 0or Strategic


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Acknowledgement

As a part of our studyin$ Business Administration, our course teacher of Strate$ic %ar&etin$ had

assi$ned us to prepare a Strate$ic analysis report. 7irst of all, *e *ould li&e to e8press our deepest

$ratitude to our honorale faculty Sam$ #,me'for his !aluale contriution. #is painsta&in$ effort at

importin$ his students *ith the necessary s&ills and e8pertise $oes far eyond his responsiilities as a

teacher, and *e are !ery $rateful to him.

5e *ould also li&e to than& our friends *ho helped us to $ather information. It *ould ha!e ecome

really a ni$htmare doin$ the o *ithout their help. o do that &ind a mana$ement plan at this le!el, it

re9uires a $reat deal of help from others, *hich *e $ot from our fello*s. 5e are $rateful to all of them

*ho helped us.

Executive Summery


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5orld is ecomin$ !ery comple8 ut fast. o achie!e any oecti!e no*, people ha!e to e fast and

mana$ed themsel!es !ery 9uic&ly *ithin the limited resources. Specially, throu$hout the usiness one

has to accomplish uni9ue outcomes *ith limited resources under critical time constraints. Beside this,

*e ha!e to rememer that Ban$ladesh is an under de!eloped country. )eople here face too many

constraints. he usiness people here also face too many arriers to lead their or$ani:ation *ith the

consistent of country;s economic, political, and other situations. So, to carry on the usiness companies

ha!e to underta&e competiti!e usiness strate$y. Amon$ them


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"ano mil& po*der products are mar&eted all o!er the country throu$h estalished stron$ mar&etin$

net*or& to ensure sufficient supply the product to the distriutors *arehouses y pic&?up !an, contact

pri!ate transport a$encies. After recei!in$ the product, distriutors pro!ide this product to *holesalers

and retailers outlets as per company;s le$islation. It is mention here that distriutors pay their money

throu$h demand deposit "" at #ead =ffice after they $et products as per demand deposit "". All

distriutors should sale company product accordin$ to company;s tar$eted plan and should achie!e

this tar$et.o operate smooth usiness the company has di!ided its entire mar&et into ei$ht re$ions

these are? "ha&a?A, "ha&a?B, "ha&a?C, Chitta$on$, Comilla, Sylhet, -hulna, Barisal and 'ashahi.

All lo$istic support and Sales 'epresentati!e S' are recruited and paid salary y the respecti!e

distriutor e8cept "ha&a?%etro and Chitta$on$?%etro that is fully operate y the company. %ar&etin$

acti!ities are monitored y the company;s personnel of *hich erritory =fficer to handle the

distriutor in *hich erritory =fficer is reportale to 'e$ional @8ecuti!e and 'e$ional e8ecuti!es are

importale to senior %ar&etin$ %ana$er. Sales 'epresentati!es arc trained up y the or$ani:ational

trainin$. In this re$ard all financial support pro!ided y the or$ani:ation. All S' are liale to the

company and follo* company rules > re$ulations.

Accordin$ to company policy *holesalers, should &eep lar$e 9uantity of product than that of retailers

*here distriutor supply the product *ith same price and it is strictly controlled y the company

personnel throu$h close monitorin$. 'etailer may collect these product from *holesaler *hile he faces

shorta$e his product or crisis period ecause it is the runnin$ product of the mar&et and close

monitorin$ is a part of stron$ mar&etin$ channel *hich is continuous follo*?up y hi$her authority of

the company. In this connection those *ho are perform etter they *ill $et re*ards and on the other

hand *ho do not perform satisfactory company ta&e necessary action in this re$ard.

An overview of ano milk "owder #istory in $anglades#


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"ano %il& po*der is the leadin$ mil& po*der product in the Ban$ladesh. "ano *as introduced in the

mar&et in1/2 y %" 7oods all o!er the *orld. %" 7oods is a "anish company and operation usiness

in @uropean mar&et Some of Ban$ladeshi 7ormer @ast )a&istan usinessmen *ere imported "ano

mil& po*der from "enmar& in 1/2. Basically their mar&et *as *hole sales point li&e %oulo!i Ba:ar

ase. hey distriute "ano mil& po*der all o!er @ast )a&istan. hey continue their import "ano as

scattered from "enmar& till 10. %" 7oods *as reco$ni:ed one Ban$ladeshi person as intender in

13. Ban$ladesh indenter *as collected > identifies importer demand and authori:ed indent of

importer letter of credit from Ban$ladesh to "enmar& till 14. In 1, %" 7oods *as setup liaison

office in Ban$ladesh. %" foods asically monitor the mar&et y !arious acti!ities li&e sales promotion

Both for consumer > raders and ad!ertisement in print and electronic media. In 1, %utual

radin$ Dtd *as $ot import license of "ano mil& po*der from "enmar& as an e8clusi!e importer in

Ban$ladesh. %utual radin$ Dtd. is only one Ban$ladesh Company, *ho canimport"ano mil& po*der

from "enmar&. In 1, Arla foods ta&e o!er %" foods and mer$er ne* company name as Arla 7oods

In$redient. Arla 7oods In$redients o*ned "anomil& po*der all o!er the *orld. In 1, %utual radin$

ltd *as setup ne* factory in Ban$ladesh for pac&in$ of "ano mil& po*der product as per Arla 7oods

recommendation and %utual radin$ Dtd chan$ed company name as %utual %il& )roducts Dtd.

O"erational System in $anglades#

Basically Arla foods In$redients ama monitor Ban$ladeshi mar&et y their liaison office of Arla 7oods

In$redients, Ban$ladesh ha!e to ta&e o!er all mar&etin$ functional acti!ities for occupyin$ their product

and share in mar&et. =n other hand, Arla foods set up pac&in$ factory finance y %utual %il& products

ltd. hey can pac&et only for 1 -$, 00$m. 400$m, 100$m, 0$m and 2$m pac&et mil& Arla ha!e a

separate product super!isor, *ho can monitor pac&in$ system and product 9uality.

Arla 7oods In$redients, ama, "enmar&


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Arla 7oods In$redients, Ban$ladesh

%utual %il& )roduct Dtd

)ac&a$in$ 7actory

In this flo* chart sho*, Arla foods ha!e $i!en an annual sales tar$et to %utual %il& )roducts Dtd and

product directly import y D6C from "enmar& accordin$ to the Arla 7oods, Ban$ladesh instruction.

%utual %il& products ltd. is to operatin$ pac&in$ factory after recei!ed product from "enmar&.

Arla foods in$redient Ban$ladesh deals all the mar&etin$ functions acti!ities includin$ pricin$, pac&in$

desi$n, ad!ertisement, mar&et de!elopment and finally monitor o!erall sales in Ban$ladesh. %utual

%il& )roducts ltd. is to recruitment distriutors for sales "ano products all o!er the country. #ere Arla

and %utual is to ointly mar&et monitor y their staff. All these staff are monitor distriution sales

acti!ities and reported sumit to the re$ional e8ecuti!e aout the distriutors; performance.

ano ST% &Segmentation' Targeting' %ositioning( %rocess)

Mar"et Se!mentation Strate!$

o etter meet the needs of specific $roups of consumers, most mar&eters adopted a policy of mar&et

se$mentation, *hich called for the di!ision of their total potential mar&ets into smaller, homo$eneous

se$ments for *hich they could desi$n specific products and 6 or promotional campai$ns. In selectin$ the

tar$et se$ment, or$ani:ations usually follo* any one of the follo*in$ strate$iesE

Sin$le se$ment concentration

Selecti!e speciali:ation

)roduct speciali:ation

%ar&et speciali:ation

7ull mar&et co!era$e

Based on analysis of mar&etin$ practice =f Arla 7oods; it seems they are currently follo*s a ()roduct

Speciali:ation Strate$y+. Aral 7oods; concentrates on ma&in$ a certain product that it sells to se!eral

se$ments throu$h the strate$y of or$ani:ation uild up a stron$ reputation in a specific product area.

-ators onsi'ere' se!mentin! t,e onsumer mar"ets of mil" &o*'er:


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./ )s$,o!ra&,is fatorsE

In psycho$raphics se$mentation, uyers are di!ided into different $roups on the asis of social class.

In respect of social class the customer can su?di!ided into three $roups these are? lo*er, middle, and

upper.

2/ Be,aioral fators:

In eha!ioral se$mentation, uyers arc di!ided into $roups on the asis of their &no*led$e, attitude.

se or response to a product in case of mil& po*der usiness, *e *ill se$ment the customer mar&et

on the asis of usiness, enefit and loyalty status. Customers can e su?di!ided into three $roups

accordin$ to their loyalty status.

F #ardcore DoyalE Consumer *ho uyG =ne rand Hill the time.

F Shiftin$ DoyalE Consumer *ho shift tram fa!orin$ one rand to another.

F S*itchersE Consumer *ho sho* no loyally to any rand.

@ach mar&et consists of different numers of three types of uyers. A rand loyal mar&et is one *ith a

hi$h percenta$e of hard?core rands.

1/ Demo!ra&,i fators:

"emo$raphic se$mentation consists of di!idin$ the mar&et into $roups on the asis of demo$raphic

!Arlales such as a$e, income, occupation etc.

#!e

Customer;s needs, *ants and e8ceptions differ accordin$ to their a$e Althou$h Arla 7oods mil& po*der

product team is dedicated to meetin$ the nutritional needs of all a$e $roups and ensurin$ that re$ional

taste preferences are satisfied. In case of assi$nin$ the ran$e from elo* 14 1?24 2?34 3?44 4?4

and ao!e 4.

Inome

Income se$mentation is another lon$?standin$ practice in such consumer product as mil& po*der.

Income does not al*ays predict the est consumers for a $i!en product. It is found from mar&et sur!ey

that maor mil& po*der users are in this income le!el these areE /000? 10000?1 1/000?

20 21000?2 and ao!e 2/000.

Ou&ation


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)resent study found that the maor occupation of po*der mil& users of Ban$ladesh are?Student, Ser!ice,

Business and #ouse*ife.

/ 3eo!ra&,i fators:

Jeo$raphic se$mentation calls for di!idin$ the mar&et into different $eo$raphic units. At present %utual

%il& )roducts ltd. Docal distriutor of Arla 7oods has di!ided its entire $eo$raphic mar&et into ei$ht

maor mar&etin$ re$ionsE

Se!mentation an' Tar!et Consumer Mar"et of Dano

ypes of KArlale factors @mpirical factors ar$et Areas

Jeo$raphic factors 'e$ion "ha&a?A, "ha&a?B, "ha&a?C,

Chitta$on$, Comilla, Sylhet,

-hulna, Barisal, 'ashahi

"emo$raphic 7actors A$e Belo* 141?24,2?343?444?4

and ao!e 4

Income 000?10000 10000?1/000 1/000?

20, 21000?2 ao!e 2/000.

=ccupation Student, Ser!ice, Business and

#ouse*ife.

)sycho$raphics factors Social Do*er, middle and upper,

Beha!ioral factors Benefit, Doyalty

Status

#ard Core loyal

Shiftin$ loyal

S*itchers

)ositionin! Strate!$ of Dano Mil" )o*'er

)ositionin$ is one of the inte$ral parts in the act of differentiation. Its purpose is to differentiate the

company;s offer from that of the competitors. 7or Arla 7oods, the positionin$ > differentiation of its

product is e!en more important to continue the pre!ious $ood 9uality of the product of the company to


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reemphasi:es their distinct mar&etin$ approaches features and practices. Arla 7ood;s should

differentiate its


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S$mbols:

A stron$ ima$e consists of one or more symols that tri$$er company or rand reco$nition. he

company and rand lo$os should desi$n for instant reco$nition. Arla 7oods should promote their

symols in such a *ay that it *ill e synonymous *ith the Muality performance of the company.

4ritten an' au'io 5 isual me'ia:

he chosen symols must e *or&ed into ad!ertisements that con!ey the personality of the company or

rand. he acts *ill attempt in estalish a story line, a mode, a performance le!el somethin$ distincti!e.

he messa$e should e replicated in other pulications, rochures, and catalo$s. he companys

stationary and usiness cards should reflect the same ima$e tone the company *ants to con!ey.

#tmos&,ere:

he physical spaces, in *hich the or$ani:ation produces or deli!ers its products, ecome another

po*erful ima$e $enerator. Accordin$ly the interior desi$ns of other and atmosphere of the uildin$

should pose ima$e of hi$h technolo$y and 9uality performer. A customer !isitin$ company office should

*atch a hassle free *or&in$ en!ironment.

Eents:

A company can create an ima$e throu$h the type of e!ents it sponsors as *ell as social e!ents *hich

*ould help to define the ima$e, status and 9uality of Arla 7oods.

1/ Serie Differentiation

Arla 7oods can find many other *ays to add !alue throu$h differentiate its ser!ices to $i!e their

customers. he ser!ice they pro!ide needs to e as specificto indi!idual customer as possile. o this

end, they ha!e di!ided their acti!ities amon$ four units, committed to maintainin$ the most up?to?date

&no*led$e and s&ills rele!ant to their mar&et se$ment.

a In$redient sales

Industrial In$redient

c Consumer product

d Contract manufacturin$

In!re'ient sales:


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Nor all customers need the technical ser!ice that $oes alon$ *ith their tailor?made solutions. Arla

7oods international net*or& of local representati!es ensures easy contact lo customers round the

*orld. And, ecause they understand e8actly ho* important it is for supplies to arri!e punctually and

in super condition, they1 ha!e de!eloped a sophisticated lo$istics system ? $uaranteein$ reliale, on?

time deli!eries of in$redients that are fully in accordance *ith local le$islation.

In'ustrial In!re'ients:

o pro!ide the customers *ith the est possile ser!ice, they ha!e di!ided this sector of their usiness

into three usiness units?each one accommodatin$ the specialist e8pertise and facilities rele!ant to

their application area.

Consumer &ro'uts:

Arla 7oods In$redients mil& po*der products for retail sale are much more than mil& po*der alone.

Consumer product team is dedicated to meetin$ the nutritional needs of all a$e $roups and ensurin$

that re$ional taste preferences are satisfied. o achie!e this $oal, they conduct re$ular sur!eys to find

out e8actly *hat the consumers on specific mar&ets *ant from mil& po*der, ho* they use it and ho*

much they consume. he information otained forms the asis for current consumer ran$e and future

de!elopments.

Tar!et Mar"et an' )otential

Com&an$ tar!et mar"et fous on four main areas

%other and child

Acti!e li!in$

#ealthy reco!ery

Conscious consumer

i6 Mot,er an' C,il':

he ri$ht nutrition of the ri$ht 9uality is paramount throu$hout life, in infancy it is more important

than e!er. 7ar the ne*?orn child, proteins are important uildin$ loc&s for healthy $ro*th. But

sometimes the est source of this nutrition ? maternal reast mil& ? is not a!ailale.

ii6 #tie liin!:


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)rofessional sports people *ho push their physical performance to the e8tremes deplete their ener$y

reser!es and de$rade their muscular alance, creatin$ a need for an e8tra supplement of ener$y and

protein. Before, durin$ and after sportin$ acti!ity, it is essential for the ody to recei!e the ri$ht fuel to

&eep on $oin$ and the optimal nutrients to minimi:e odily *ear and tear.

iii 7ealt,$ %eoer$:

As *e $ro* older, our $eneral slate of physical *ell?ein$ ecomes e!en more dependent on his

lifestyle and eatin$ hait *e choose to adopt. A dieO that adapts to these chan$in$ physical

re9uirements is an important means of maintainin$ $ood health in the third a$e and *ardin$ off illness

and diseases, a numer of *hich are lifestyle and die I related.

i6 ConsiousConsumer:

Busy people need ener$y and stren$th so they can $i!e their est at *or& and play, mental challen$es

and e!eryday stress put the ody and mind to the test ? and that calls for an additional helpin$ hand in

the form of *ell?alanced nutrition. 7rom the ao!e all se$ments consideration mil& po*der mar&et is

e8pandin$ *ith time throu$h chan$e of consumers taste of fashion, out loo&in$, purchasin$ eha!ior,

attitude, di!ersification use and necessity product of daily life.

S*OT Analysis)Stren!t,:

5ide 'eco$nitionE

Arla 7oods In$redients is an independent, company *ithin Arla 7oods, @uropes lar$est dairy $roup. It

$i!es the stren$th and solidity of a lar$e or$ani:ation and, at the same time, the fle8iility of a much

smaller usiness, enalin$ us to react promptly and efficiently to customer needs.

International Brand Ima$eE

In many parts of the *orld, "AN= mil& po*der rand ii, household name. he mar&et leader in

Pemen and *ell estalished in Ban$ladesh, "AN= is *idespread in many %iddle @astern countries.

alented 5or&forceE

Arla 7oods In$redients employs more than 1,00 people *orld*ide, sellin$ more than 301,000 tons of

po*der mil& products a year to some 100 countries. %utual mil& )roducts ltd. distriutor of Arla

7oods In$redients estalished a pac&in$ plant in Ban$ladesh on "ecemer 2004. he pac&in$ plant

employs 40 talented *or&forces *ith another 10 to come. alented *or&forces are en$a$ed in

mar&etin$ acti!ities to promote their rand and increase sell to the consumer,


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Superior echnolo$yE

=n$oin$ research continues to re!eal ne* in$redients and ne* opportunities to use them. 5ithin

company research and de!elopment department, company proect mana$ers, technicians and

laoratory assistants are dedicated to anticipatin$ the future needs of the mar&et and optimi:in$ the

products and production processes of %ar&et and optimi:in$ the products and production processes of

customers.

Better )roduct Muality 'elati!e to the 'i!alsE

As mentioned earlier Arla foods maintains its consistent hi$h 9uality and e8cellent fla!or of "ano

mil& po*der in production process throu$h superior technolo$y, thus "ano mil& po*der is al*ays in

an ad!anta$es position compare lo its competitors )resently ne* pac&in$ plant estalish in

Ban$ladesh lo meet up demand of consumers of their competitors do not ha!e the pac&in$ plant.

"istriution SystemE

"istriution system of "ano mil& po*der to the retailers outlet throu$hout the country is maintained

proper channel and fre9uently company personnel !isit to retailers outlets one day per *ee&. A mar&et

sur!ey report found that retailers positi!e attitude aout satisfaction *ith current procedure of

distriution system of the company.

eam 5or&E

%ar&etin$ is a net*or&in$ system of *hich ream *or& is essential part to achie!e the or$ani:ational

$oals. eam *or&s of the company is another strate$y to operate smooth usiness y theor$ani:ational plan and it is continuous monitored y the hi$her authority of the company.

)romotional Acti!ityE

It is found that maority retailers e8press their opinion aout sales promotion and ad!ertisements of

"AN= mil& po*der are not sufficient to compare *ith competitors in Ban$ladesh.

4ea"ness:

5ea&ness of "ano is to main collaoration *ith the "enmar& #ead9uarters. here are some 9uic&

decisions *hich the country director or the distriutor has to ta&e *hich may e less acceptale to theforei$n mana$ers. It;s !ery natural and can e handled y proper internal mar&etin$. 'elationship *ith

the employees and channel memers is !ery crucial to the or$ani:ation to proper in a hi$hly

competiti!e mar&et li&e Ban$ladesh.

O&&ortunit$:

Jro*in$ %ar&etin$ "emandE


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No* a days mil& is essential part for e!ery man ut *e could not $et sufficient supply of li9uid mil&.

In this re$ard consumers are ecomin$ haited *ith po*der mil& instead of li9uid mil&. he use of

po*der mil& is ecomin$ di!ersified such as #otel, 'estaurant, Coffee #ouse, 7ermented products.

=ther than that there are Ba&ery products, mother and child, acti!e li!in$, healthy reco!ery, conscious

consumer etc. So, mil& po*der mar&et of Ban$ladesh is e8pandin$ *ith time and uyin$ eha!ior of

consumers is chan$in$ due to chan$in$ of life style > attitude.

Increase rade BarriersE

After the Chernoyl disaster in 1 the Ban$ladesh Jo!ernment temporarily suspended import of

mil& and mil& products from me @uropean countries. his, alon$ *ith the trend of increasin$ the price

of mil& and mil& products in the $loal mar&et, has led to a fresh initiati!e to*ards self?sufficiency in

mil& production.

De$islationE

5orld #ealth Assemly endorsed an International Code of %ar&etin$ of Breast mil& Sustitutes in

%ay 11. he International Bay 7ond Action Net*or& 1B7ANH, a coalition of more than 140

reastfeedin$ promotion $roups, monitor.1 the implementation of the Code *orld*ide. 24 countries

ha!e passed le$islation includin$ all or almost all pro!isions of the International Code. Jo!ernments

of 31 countries implemented many ut not all pro!isions as Ha*.

T,reat:

"ano;s i$$est threat is the Nestle S.A. Nestle has multiple mil& product cate$ories *hich can e

referred as rand e8tension. hey ha!e their o*n supply chain mana$ement and industrial plant. But

"ano only carries the distriution process in Ban$ladesh. As a result "ano %il& po*der is lit it

e8pensi!e than Nestle %il& products. =ther than Nestle there are local mil& po*ders li&e 7resh, %ar&

etc. *hich $ains the upper hand as a local product in the field of ta8 re$ulations.

T#e Strategic %lanning +a")Intensi!e Jro*thE

"ano is focusin$ in the mar&et penetration strate$y to increase their $ro*th rate. hey are $i!in$ hi$h

9uality product *ith reasonale price. heir mil& comes from "enmar&. hey are *ay ahead of their

competitors in terms of 9uality and pricin$. hou$h the competitors are rich in promotion ut "ano still

leads in sales. hey are doin$ usiness for decades in Ban$ladesh.

Inte$rati!e Jro*thE

%utual radin$ company ltd.


19/37


13

"i!ersification Jro*thE

"ano is not concentratin$ on their di!ersification $ro*th. Because their current usiness is profitale, that

they do not re9uire to step into di!ersification strate$y.

%estle Analysis))oliticalE

he political arena has a hu$e influence upon the re$ulation of usinesses, and the spendin$ po*er of

consumers and other usinesses. Pou must consider issues such asE

he $o!ernment policy influence la*s that re$ulate or ta8 are stron$ly affected the usiness in

Ban$ladesh. he $o!ernment here is the !ery po*erful a$ent for estalishin$ the rules and re$ulation. 7or

that reason the company;s usiness are affected. "ano is also fall in this re$ion.

he $o!ernments position on mar&etin$ ethics is !ery influential in Ban$ladesh. Jo!ernment has no such

&ind of mar&etin$ rules aout the ad!ertisin$ and mar&etin$ acti!ities. he company can create any &ind

of ad!ertisement and can circulate it rather than only the political issue.

@conomicalE

%ar&eters need to thin& the state of a tradin$ economy in the small and lon$?terms. his is particularly

true *hen preparation for $loal mar&etin$. "ano re9uires loo&in$ atE

Interest rates in the Ban$ladesh for the food industry are !ery lo*. Jo!ernment pro!ides the loans

throu$h the speciali:ed an&s such as Ban$ladesh A$riculture Ban&. he interest rate is !ery lo* at that

case. Another *ay $o!ernment also circulates the circulation that the commercial an&s should in!est in

those sectors.

Don$?term prospects for the economy Jross "omestic )roduct is !ery ri$ht. "ay to day the economy is

de!elopin$ and people;s li!in$ standard is ecomin$ hi$h ecause of the forei$n direct in!estments and

S%@ loans ma&e the people self?independent y doin$ small usiness.


20/37


18

,igure -) $anglades# +% %ER CA%ITA %%%


21/37


@

,igure /) $anglades# +% +rowt# Rate


22/37


1

and made forei$n mil& products le$al in Ban$ladesh. here *as no melamine found in "ano %il&

po*der.

@n!ironmentalE

'ecent a day the en!ironmental issue is !ery much impotent for the sur!i!al any of the or$ani:ation. he

pac&a$es those are used y the "ano that is perishale and can e recycled. 7or that reason the

en!ironment is not polluted. And "ano mil& pac&a$in$ process is hi$hly super!ised y e8perts so that our

product doesn;t $et contaminated. @!en our pac&a$in$ materials are up$raded *e use the recycle symol

in our pac&a$es to encoura$e our customers to ta&e part in the en!ironmental safety.

T#e $uying ecision 0aking %rocess

-ie Sta!e Mo'el:

1 )roblem %eo!nitionE In Ban$ladesh li9uid mil& is mostly supplied y local dairies. hey

include in home deli!ery. But the mil& can contain acteria, so people prefer po*der mil& for

their children;s $ro*th and stren$th. %iddle class and upper middle class people are !ery health

conscious. "ano focuses on health factors and their product contains hi$h calcium and !itamins.

heir ra* materials are hi$hly processed to satisfy the customer needs and *ants.

2 Information Sear,E 7or po*der mil& products consumers rely on the ad!ertisin$ and

commercials, *ord of mouth of their family, friends, and relati!es. Also they ta&e su$$estion of

the retailers. )o*der mil& is a 7ast %o!in$ Consumer $ood 7%CJ, so people tend to ta&e less

time to search information for the products. It is not a sophisticated e8pensi!e product rather than

a normal day product.

3 Ealuation of #lternatiesE 5hen people $et uy one and free items that tend to moti!ate their

purchase eha!ior. 5hen choosin$ mil& po*ders customer see&s for popular rands for their

hi$her crediility in the mar&et place. hey see the pac&a$in$ of the product and the retailer;s

shelf. 'etail mana$ement is a crucial factor for "ano mil& po*ders usiness. "ano is doin$

usiness in Ban$ladesh from the !ery early of its independence. It has a hi$h reputation in the

mar&et. )eople *ho *ere parents no* and choose "ano mil& for their children *here once

children they used to drin& "ano.

4 )ur,ase DeisionE "ano is in Ban$ladesh mar&et for decades. hey ha!e reasonale and

competiti!e pricin$ strate$y, their distriutor and retail mana$ement is superior to other rands.

Consumers see& free offer and $ift items from their purchase, e!en they *ant discounts. he ris&


23/37


than comes *ith "ano is the physical ris& *ith relates the health factors. "ano comes *ith hi$h

9uality pac&a$in$. So, the ris& is minimi:ed.

)ost )ur,ase Be,aiorE If customer is satisfied *ith the use of product than repeated purchase

is more li&ely to occur. If dissatisfied the result is !ice !ersa. Consumers ha!e a tendency of

co$niti!e dissonance. hey *ant to do a repeat purchase then they need somethin$ more than the

product. "ano does many )ulic relation )' acti!ities *hich they in!ol!e school $oin$

children. hey *ant to ma&e customer relationship mana$ement, *ere they sponsor different

social *elfare e!ents. Customers li&e see themsel!es appreciated y their peers *hen they use

"ano. No*, "ano is a!ailale in sachet pac&s for people *ho ha!e ud$et restrain. 3L of

Ban$ladeshi population li!es in the rural areas they ha!e limited income ut contain a hu$e

tar$et mar&et. "ano is ma&in$ sachet mil& po*ders for lo*er income people. "ano *ants to see

loyal customers and *ants to retain their re$ular customers.

Core 1alues of ANO)"ano %eansE

#olistic "e!elopmentE "AN= has the nutritional $oodness that helps the child $ro* up healthy

to face the challen$es of life. It is specially formulated for complete de!elopment of children.

@8perience > trustE "AN= enefits from NestlQ;s nutrition and mil& products &no* ho*. It has

een in the family for $enerations and has al*ays symoli:ed the $uarantee of constant premium

9uality.

%aternal Do!e > 5isdomE "AN= is an intelli$ent and lo!in$ choice y the mother to $i!e her

child the est. It is moti!ated y an on$oin$ and deeply felt lo!e et*een mother and child.

$rand %ersonality) 5arm > carin$E "ano understands that rin$in$ up a child is a mother;s main concern and it acts

as a close companion to help her accomplish this aspiration tas&. It is not elitist. It has deephuman feelin$.

"ependaleE "AN= is reliale and *ill al*ays find *ays to satisfy the nutritional needs of

$ro*in$ children.


24/37


!

@8perienceE "AN= is &no*led$e and is a reco$ni:ed authority around the *orld on child feedin$

and *ell?ein$.

)ositi!eE "AN= shares the positi!e outloo& on the *orld and aspiration that come from the oys

and hopes of parenthood.

Speciali:ed > @!ol!in$E "AN= understands that children ha!e special nutritional needs that

chan$e, as they $ro* older.

ni!ersally li&edE Both children and mothers li&e NI"=.

Im"lementation of %roduct20arket Ex"ansion +rid

Strategies)

here are four )roduct?%ar&et @8pansion Jrid Strate$iesE

%ar&et penetration

%ar&et de!elopment

)roduct de!elopment

"i!ersification

Mar"et &enetration:

A strate$y for company $ro*th y increasin$ sales of current products to current mar&et se$ments

*ithout chan$in$ the product. "AN= follo*s this product mar&et e8pansion $rid. hey produce

products and sale in same mar&et se$mentation. hey produce "AN= %il& and sale it inside >

outside the "ha&a city.

)ro'ut 'eelo&ment:

A strate$y for company $ro*th y offerin$ ne* or modified products to current mar&et se$ments.

"AN= does not follo* this product mar&et e8pansion $rid.

Mar"et 'eelo&ment:

A strate$y for company $ro*th y identifyin$ and de!elopin$ ne* mar&et se$ments for current

company products. "AN= follo*s this products mar&et e8pansion $rid. "AN= starts usiness in

"enmar&. No* they are e8portin$ their products outside the country.


25/37


"

Diersifiation:

A strate$y for company $ro*th throu$h startin$ up or ac9uirin$ usinesses outside the company;s

current products and current mar&ets. "AN= don;t follo* this products mar&et e8pansion $rid.

Com"any3s Strategies for Strategic ,ormulation)here are three Strate$ic 7ormulationE

=!erall cost leadership.

"ifferentiation

7ocus

1. =!erall Cost DeadershipE

"ano has the supreme distriution strate$y of po*der mil& usiness industry in Ban$ladesh. hey

ha!e efficient channel mana$ement system than their competitors. heir suppliers are trust*orthy and

ha!e a $ood reputation in the mar&et place. By doin$ usiness in a competiti!e industry in

Ban$ladesh for a lon$ time they ha!e mastered the strate$y of cost reduction. hey ha!e a hi$h

mar&et share than their competitors.

2. "ifferentiationE

"ano;s mil& 9uality is hi$h and they ha!e a sophisticated process of pac&a$in$. he team or

department responsile for their 9uality measures contain hi$h s&illed and e8perienced *or&force.

hey ha!e a supreme monitorin$ and controllin$ unit for 9uality control.

3. 7ocusE

"ano;s tar$et se$ment is Ban$ladesh. Specially parts of the country *here po*der mil& has a hi$h

demand. )eople *ho !alue health are ea$er to uy the products. hou$h, their usiness is *ide spread

in Ban$ladesh there monitorin$ unit is performin$ e8cellently. hey ha!e no room for compromise in

terms of 9uality.


26/37


'

1alue2C#ain Strategies)It in!ol!es entire supply chain mana$ementRmeanin$ upstream and do*nstream !alue?added flo*s

of materials, final $oods and related information amon$ suppliers, the company, resellers and final

consumers."ano today is placin$ $reater emphasis on lo$istic for se!eral reasons. 7irst, company can

$ain a po*erful competiti!e ad!anta$e y usin$ impro!ed lo$istics to $i!e customers etter ser!ice of

lo*er price. Second, impro!ed lo$istics can yield tremendous cost sa!in$s to oth the company and

its customers. hird, the e8plosion in product !ariety has created a need for impro!ed lo$istics

mana$e. 7inally, impro!ements in information technolo$y ha!e created opportunities for maor $ains

in distriution efficiency. sin$ sophisticated supply chain mana$ement soft*are, *e?ased

lo$istics system, point of sales scanners, uniform product codes, satellite tracin$, and electronic

transfer of order and payment data, companies can 9uic&ly and efficiency mana$e the flo* of $oods,

information and finances throu$h the supply chain.

Com"etitive %icture)In order to stren$then their distriution strate$y, the players pro!ide incenti!e for the retailers in order

to shel!e and promote their products to the consumers. hese strate$ies help them to persuade the

retailers so that they can offer and these products. he retailers e!en persuade the consumers to uy

these products of companies *hose offers satisfy those most. he enefit se$ment is dominated y

maor players and their respecti!e !alue share in the mar&et is as follo*sE


27/37


+

ANA45SIS O, CO0%ETITION)he competition $ame is not that $reat due to lac& of players in this se$ment and lo*er demand. But

there are se!eral factors that ma&e differences in the sale of these products.

@8piry "ateE

sually, these products ha!e a lon$ life span. Nido is the most successful amon$ these three due to its

lon$er e8piry time frame.

Shel!in$E

"ue to 9uality factors, these products ha!e to e stored in dry place. 'etailers ha!e to ma&e choices

on *hich products to store in *hich places as there are different si:es of shops. 5here they store the

product is !ery much important issue. he product cannot destroy easily so they can store a lot of

amount of the product.

Income Se$ment ar$et %ar&etE

his is the most important factor. In analy:in$ the demand, *e must see the consumers *ho are

uyin$ the product, *hich is the reason ehind the manufacture and in!estment.

Brand rade =ffer

"iploma hey offer a mar$in of 4 ta&a to the

retailers *ith occasional $ifts li&e

*all cloc& spices item or sho*pieces.

NI"= hey offer the hi$hest trade mar$in

ran$in$ from 4 t& to 4 t&. hey too

pro!ide the same trade offers.

'ed Co* heir distriution and production is

the hi$hest amon$ these .


28/37


/

'ed Co* is !ery much demandale product and it is used almost e!ery family. 7rom lo*er middle

class to the upper class people e!eryody use the products.

IN!STR5 Analysis t#roug# %orters 6 ,orces 0odel)his %il& )o*der industry has $ot some critical factors. he most important of them is pricin$.

Althou$h Brand is !ery important aspect y *hich *e can persuade consumers to uy the product ut

it is a part of promotion. he depreciation costs, fi8ed assets costs, production costs, pac&a$in$ costs,

salary and lot of other factors are critical, ut the pricin$ is set considerin$ these factors. he industry

is mainly focused on the product taste, price and a!ailaility. 1 ta&a or 2 ta&a price difference is a &ey

factor in pushin$ this product into the mar&et. Initially, these products are pushed into the different

outlets Shel!in$ for them to e a!ailale into the mar&et, and then throu$h promotion, they are

pulled y the consumers.

Mi,ael )orter8s -ie -ores Mo'el:

./ T,reat of Ne* Entrants: Me'ium &ressure

@ntry arriers is relati!ely hi$h ecause, "ano has an outstandin$ distriution system,

location, rand name, and financial capital to fend off competitors. "ano has competiti!e ad!anta$e ecause of 9uality, price and distriution.

"ano has asolute cost ad!anta$e o!er other competitors.

2/ %ialr$ #mon! Establis, Com&anies: Me'ium )ressure

Currently, there are four main Companies that e8ists in the same mar&et as "anoE Nestle

Nido, "iploma, Anchor, and 7armland.

"ano has e8perienced tremendous $ro*th in mar&ets and ha!e defined their niche 9uiet

effecti!ely.

%ature industry life cycle.

1/ Bar!ainin! )o*er of su&&liers: Me'ium to 7i!, &ressure

Since "ano has hi$h mar&et share, they offer a lot of usiness to *holesalers and $rocery

shops. his Ji!es "ano a lot of po*er, ecause s*itchin$ to a different supplier *ould create

a scare to the suppliers.

"ano deal *ith one lar$e supplier Arla foods, *ho ha!e more ar$ainin$ po*er than small

suppliers.


29/37


3

/ Substitute )ro'uts: Me'ium &ressure

here are some sustitute products such as li9uid mil&, ut that do not offer con!enience and

lo* pricin$.

he customers do not ha!e choice of $oin$ to other rands ecause of 9uality and lo* .

A!ailaility of "ano product in the $rocery shops is an ad!anta$e for the company.

9/T,e Bar!ainin! &o*er of Bu$ers: Lo* &ressure

he indi!idual uyer has little to no pressure on "ano.

Buyers *ho purchase ul& of 9uantities they can ar$ain.

Consumers ha!e some 9uestions aout "ano;s pricin$ techni9ues.

Consumer could shop at a competitor *ho offers comparale products at comparale prices,

ut the 9uality is lost.

7olistic 0arketing Strategy of ano)

Internal marketing of ANO $anglades#)Senior mana!ement:

Ahmed -air, %ana$in$ "irector at "AN= %ID- BANJDA"@S#

Sanayet-air -han, C7=, Arla 7oods Ban$ladesh Dimited

%d. Auhidul Islam, #' > Admin in Char$e at Arla 7oods

7irin!:"AN= Ban$ladesh hires people throu$h different *aysE

Ne*spaper


30/37


8

Internet

5esite

Motiation:"AN= Ban$ladesh pro!ides many moti!ational acti!ities for their employees thus the

employees ser!e the est afford. Some moti!ational acti!ities.

Bonus

ransport facilities

%oile facilities

'esidence facilities

Attracti!e en!ironment

7rom the trainin$ pro$ram the employee enefited y the follo*in$ *ayE

Im&roes morale of em&lo$ees: rainin$ helps the employee to $et o security and o satisfaction.

he more satisfied the employee is and the $reater is his morale, the more he *ill contriute to

or$ani:ational success and the lesser *ill e employee asenteeism and turno!er.

Less su&erision: A *ell trained employee *ill e *ell ac9uainted *ith the o and *ill need less of

super!ision. hus, there *ill e less *asta$e of time and efforts.

-e*er ai'ents: @rrors are li&ely to occur if the employees lac& &no*led$e and s&ills re9uired for

doin$ a particular o. he more trained an employee is, the less are the chances of committin$accidents in o and the more proficient the employee ecomes.

C,anes of &romotion:@mployees ac9uire s&ills and efficiency durin$ trainin$. hey ecome more

eli$ile for promotion. hey ecome an asset for the or$ani:ation.

Inrease' &ro'utiit$: rainin$ impro!es efficiency and producti!ity of employees. 5ell trained

employees sho* oth 9uantity and 9uality performance. here is less *asta$e of time, money and

resources if employees are properly trained.

INTE+RATE 0AR8ETIN+ O, ANO 0I48 %O*ER)

MARKE,ING MI> 4";s6

)ro'ut:

hey *ill impro!e their product 9uality. hey *ill use 9uality ra* materials in product. hey *ill

rin$ a differentiated product "ano %il& po*der for children and teena$ers. )roduct *ill e different


31/37


!@

in 9uantity for different price. hey *ill pro!ide 2$m, $m, 400$m, and 1000$m pac&et for "ano

%il& po*der. Buildin$ a stron$ rand ima$e is an inte$ral part of their product strate$y. he rand

and lo$o *ill e displayed on the product and its pac&a$in$ *ill e so attracti!e and durale. he

in$redients that ha!e een used pre!iously in the dano %il& )o*der is sho*n elo* throu$h a taleE

In$redients @ach 100 $m.E

)rotein 2/, Dactose 3, 7at 2/, %oisture 4, %inerals /, Calcium 0., )hosphorus 0., Kitamin A

102, 'iofla!in 1.4, hiamine 0.2/

)rie:

)rice of product lo*er than other e8istin$ competitors. 5e *ill price &40 retail price *ith

*holesale price &4/0 for each 400$ram dano mil& po*der pac&et *hen price of same 9uantity of

"iploma, 'ed co* is more than&4/0. Besides *e *ill price &0 for 1000$ram pac&et.

)lae:

o ma&e "ano %il& )o*der a!ailale e!ery*here so that tar$et mar&et can easily $et the product.

hey *ill create stron$ distriution channel for this purpose.

"istriution ChannelE

his function can e easily accomplished y a stron$ distriution channel. A distriution channel

performs the *or& of mo!in$ product from producers to final consumers. A stron$ distriution

channel is the only *ay to fulfill the purpose of ma&in$ a product a!ailale to its users.

)romotion:

hey *ill rin$ many chan$es in the e8istin$ promotion system for "ano %il& po*der. Current

promotion *ill include K commercial, )rint %edia, Billoard, 'adio, Sellin$ promotion etc.

ele!ision Commercial

)rint %edia


32/37


!1

'adio

Social Res"onsibility marketing)

Per0or%ance Marketing7

no*le'!e

"AN= &eep oursel!es areast of food safety de!elopments and ensure that *e ha!e the information

and &no*led$e re9uired to ta&e pre!enti!e action.

)ro'ut ;ualit$

"AN= deli!er products and in$redients, *hich comply *ith the necessary standards and

specifications.

-orei!n Substanes

)re!ent and protect the consumers from ein$ inured y forei$n items and sustances in their

products.

7$!iene

=ffer safe products y usin$ hy$ienic processes and facilities and y follo*in$ clear routines for

personal hy$iene.

)ro'ut %eall


33/37


!

%e$lin!

'educe *aste from operations y ma8imi:in$ the reuse, recyclin$ and reco!ery of materials from

*aste streams.

Climate C,an!e

Contriute to*ards a reduction in $loal *armin$ y stri!in$ to continually reduce their

Jreenhouse $as emissions

Relations#i" 0arketingC,annels of D#NO Ban!la'es, limite':

Channels are a common $roup of point of purchase *hich pro!ides similar ser!ices to similar set of

customers *ith similar desires. "ifferent channels ser!e different customers *ith similar set of

desires. Channels are created so that it can e analy:ed and mana$ed in $roups

hese set of channels can e identified ased on four criteria. hey areE

DocationE he first criteria 5here the store is situated, li&e uran area, rural area etc.

StructureE he structure of the store, li&e concrete uildin$, tin shed uildin$ etc.

Joods soldE 5hat type of $oods are sold here, li&e $rocery items, cosmetic etc.

ype of customersE 5hat &ind of customers come to the store, li&e lo*er income $roup, hi$her

income $roup, male female etc.

Im&ortane of ,annel:

Cate$ori:in$ channel is !ery important in order to understand the retail en!ironment and relate that

*ith the company. here are also other factors *hich can e addressed as importance of channels is

$i!en elo*E

"istriution of product in cost effecti!e *ay

'educin$ dama$e rate of product

Allo* rands to reach their full potential

@nsurin$ 100L sales in e!ery launch > re?launch

-no*in$ aout the uyin$ eha!ior of different type of customer


34/37


!!

%aintainin$ etter trade relations

%roduct 4ife Cycle)here are four sta$es in the life of a product depends on the time span, the product and the $ro*th le!el of

the product that in *hich states it lies.

1. Introduction

2. Jro*th

3. %aturity

4. "ecline

In case of "AN= %il&, *e can say that the "ano lies in its maturity sta$e for the follo*in$ reason,

#u$e share in the mar&et

%a8imum profit

%ost competition

Brand loyalty de!elops

)romotion and ad!ertisin$ costs is lo*er

,inancial Statement

Bud$et 7orecastin$ for "AN= %il& )o*derE

Unit Cost:

nit cost of each 400$m "AN= %il& )o*der isE

nit cost Kariale Cost T 7i8ed Cost6@8pected nit Sales


35/37


!"

3/2 T 200000061000000 316?

Mar"u& )rie:

After addin$ 1L mar&up to the cost our mar&up price is &4/0.%ar&up is sho*n elo*E

%ar&up )rice nit Cost6 1?0.1 3160. 4/06?

Brea"=Een sales:

Brea&?e!en point for each 400$m "AN= %il& po*der is $i!en yE

Brea&?@!en Sales 7i8ed Cost 6 %ar&up )rice U Kariale Cost

20000006 4/0 U 3/2 21 units

Brea"=Een %eenue:

Brea&?@!en 'e!enue for different si:e of "AN= %il& )o*der *ill e different.

#ere Brea&?@!en for only each 400$m %il& )o*der is $i!en yE

Brea&?@!en 'e!enue Brea&?@!en Sales V %ar&up )rice

21 V 4/0 13/122206?

Brea"=Een )oint:

his Brea&?@!en sales and re!enue *ill e different at different price. A chart is $i!en elo*

*hich sho*s different Brea&?@!en sales for different price.

)rice nit "emand

Neededto

Brea& @!en

@!en@8pecte

d

nit"emand

atJi!en )rice

otal'e!enue otal Cost )rofit

&. 40 3,2,4 14,0,000 /,2,00,000 ,3,00,000 ,/,00,000

&. 4 3,11,2 11,/0,000 2,,00,000 44,,20,000 ,,0,000

&. 4/0 2,,1 10,00,000 4/,00,00,000 3,10,00,000 /,0,00,000

&. 4/ 2,1,3 ,, 40,/,3, 34,1,12,4 /,1,1,0/1&. 40 2,/,1 ,3,3 3/,3,,010 31,2,2,44/ ,/,4,/4


36/37


!'

Cause 0arketing &Recommendation() "ano *hich is "enmar& ased company ta&es the re!enue to "enmar&. hey can donate a part of

their re!enue suppose 2L for the poor children;s education. )eople *ho uy a "ano %il& )o*der

suppose for B" 00, B" 10 from their purchase *ill $o for the education of poor children.

Children are a hu$e tar$et mar&et for "ano, so consumers *ill e moti!ated to uy "ano.

@ducatin$ poor children *ill de!elop the socio?economic condition of our country.

"ano can also ma&e a campai$n a$ainst child laor mo!ement in Ban$ladesh.

In Children;s "ay they can ma&e e!ents for autistic children and also $et attached to the

mo!ement of estalishin$ the ri$hts of autistic children in our society.

"ano can also or$ani:e seminars on health de!elopment re$ardin$ children;s health. his is *ay

*here they can promote "ano not as a rand or product ut as a contriutor to resol!e the social

issues of country.

hey can $o to the rural areas *ere people are not a*are of their off?sprin$;s health and ma&e

them a*are of health issues *hich can stren$then up their rural mar&etin$. hey can also to do CS' acti!ities for children *ho are sufferin$ from cancers or e9ui!alent

diseases. hey can help the acid !ictims in raisin$ money for their reco!ery.

hey can sponsor the K sho*s related to Children entertainment.

hey can distriute *inter cloths amon$ the poor people in the *inter season.

Conclusionhe present study re!ealed that rand preferences of mil& po*der accordin$ to consumer;s choice

accordin$ly follo*ed y hi$hest preference to lo*est preference areE "anoWNidoW "iplomaW-*alityW

7reshW"AN=. It is found that most of the consumer;s opinion aout "ano mil& po*der in relation to the

features of Muality, aste and A!ailaility are $ood, and feature of ()rice+ is moderate.

he present study sho*ed that the retailers ran& of different rands for mil& po*der in relation to !arious

aspects these are? A!ailaility, )rice, Muality, #y$ienic, )ac&a$in$, Sales )romotion, Ad!ertisement,

"istriution System, Steady "eli!ery and Salesman )ushes. 7rom all features consideration, Nido rand

is the hi$hest preference amon$ the retailers and "ano is the second hi$hest ran& position.


37/37


!+

$ibliogra"#y) %ar&etin$ %ana$ement?)hilip -otler 11thedition, )rentice #all

Ad!ertisin$ )rinciple > )ractice ? 5illiam 5ells and Sandra %oriarty, th edition

)rentice #all.

Dam, 5., #air, H., %c"aniel, C. 1, %ar&etin$, 4th edn, South?5estern Colle$e

)ulishin$, Cincinnati.

5ilson, S., '. %., Jilli$an, > Colin. 1. Strate$ic mar&etin$ mana$ementE plannin$, imple

%entation and control 2nd @d.. =8fordE Butter*orth?#einemann.

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MKT Strategy 460 Final