City Group Marketing Plan for Teer Soyabean Oil
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Transcript of City Group Marketing Plan for Teer Soyabean Oil
P a g e | 1
City-Group-Marketing-plan-for-Teer-soyabean-oil
Background:
The date 6th February, 1972 marks the journey of a valiant effort in Gandaria, Dhaka,
when there was the beginning of the company known as "CITY OIL MILLS". The
founder Chairman; Mr. Fazlur Rahman started the group from scraps virtually. The
initial period was marked with a lot of hardships due to the post war era when the
country faced economic fallout. Initially the mission of the company was to produce
mustard oil for the local market consumption. The demand of the product showed the
way to a new arena of business.
For the next 18 years, the company operated within the vicinity of the Dhaka city and
met the demands of the local market. The revenue generated from this soon gave away
for the entrepreneur to evolve the company, which was by now one of the largest
mustard oil producing plants in the country.
A vision - to transform the company to a 21st century conglomerate of the country
started. "City Vegetable Oil Mills" was established at Rupshi, on the outskirts of Dhaka
city. This effort evidenced an accelerated growth of City Group and the the company
was soon found to open two more sister concerns by the year 1994 - "Hasan Vegetable
Oil Mills Limited" and "City Fibres Limited".
Within this period the founder also devised new production units and soon brand was
born - "TEER", the name itself captivating the hearts and minds of the people. Appearing
in this banner was the flagship product, "TEER SOYABEAN OIL", which soon found a
good market share.
The overwhelming revenue generated and the unprecedented popularity of the products
of City Group soon found its way into the hearts of the people. City Group was by now
one of the emerging industries of the country with an ever-expanding business, which led
to 21 sister concerns by the end of the year 2006.
CITY GROUP
P a g e | 2
Presently, the company focuses on meeting and responding to the ever-changing needs
of the consumers both home and abroad. Till now City Group is one of the largest
company in the country, and business reaching foreign countries making it one of the
best conglomerates of the country. Years of meticulous work have paid off and by
now CITY GROUP OF INDUSTRIES has started its alteration towards an International
Standard Company along with its 21 sister concerns.
Our journey till now remains an epic adventure with more yet to come and we strive with
a quest - "A Quest for Excellence!"
Mission:
Our Mission is: “To provide high quality health and food consumables for the
consumers in an affordable price and raise awareness in the Local & International market
for manufactured consumables from Bangladesh.”
Objective:
To provide HYGIENE, HEALTH & EXCELLENCE in food consumables for the
consumers at an affordable price and raise awareness in the Local & International market”
Goals:
Passion for Excellence
Business Integrity
Pioneering
Commitment
Development
Product Feature For Soya bean Oil:
CITY GROUP
P a g e | 3
Refined from Crude Degummed Soyabean Oil (CDSO) – Teer Refined Soyabean
Oil is one of the key flagship brands of City Group. Other than that the company also
produces Sun Refined Soyabean Oil.
The extraction process starts first as Crude Degummed Soyabean Oil (CDSO) is
imported directly from foreign countries in large oil tankers to Chittagong port, from
where its brought to the refineries of City Group.
The CDSO is refined with utmost perfection maintaining a harmony of both International
and Local Standards that are required along with safety and hygiene concerns. The
refining process eliminates all the impurities that are present in the CDSO in the from of
acid oil, moisture, gum and etc making sure it reaches the hands of the consumers in
perfect cooking condition.
For our consumer benefits the Standard Specifications and Nutrition Facts for Soyabean
Oil is provided below:
Specifications
Refractive Index at 40o C 1.466 – 1.470
Iodine Value 122-135
Acid Value 0.06-0.12 mg/g as KOH
Unsaponifiable Matter 3.25 – 4.00 mg/g as KOH
Saponification Value 190.1 – 192.5 mg/g as KOH
Volatile Matter at 105o C
Percent by Mass 0.08 – 0.12
CITY GROUP
P a g e | 4
Nutrition Facts
Per serving of 10 gm
Calories 90K Cal
Cholesterol Nil
Sodium Nil
Saturates 1.50 g
Monounsaturates 2.00 g
Polyunsaturates 6.50 g
Our Refined Soyabean Oil – a flagship product from City Group comes in three
types of Pack to meet the everyday needs of every type of household and consumer. Our
packing sizes are provided below:
CITY GROUP
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Food Grade HDPE Can
5 Liters 4 Liters 3 Liters 2 Liters
CITY GROUP
Food Grade HDPE Poly Bag
900 mL
P a g e | 6
Food Grade PET Bottle
5 Liter 4 Liter 3 Liter 2 Liter 1 Liter 500 mL
Tin
16 Liter
CITY GROUP
P a g e | 7
Drum
186 Kg
Levels Of Product:
Core Level: To Cook Food
Basic Level: Cholesterol Free
Augmented Level: Super Refined
Segmentation for Soyabean Oil:
Market segmentation is one of the steps that goes into defining and targeting
specific markets. It is the process of dividing a market into a distinct group of buyers that
require different products or marketing mixes.
Opportunities in marketing increase when segmented groups of clients and customers with
varying needs and wants are recognized. Markets can be segmented or targeted using a
variety of factor. The bases for segmenting consumer markets include:
Psychographic: Upper And Middle Class, Personality
CITY GROUP
P a g e | 8
Behavioral: Occasions
The City group’s marketing department does not work only segmentation of Teer
Soyabean oil. It works with same kinds of product altogether. It does mass marketing
where differentiation is less than cost.
Positioning for Soyabean oil:
Maintain proper quantity.
We import this oil in our own responsibility. So there is no chance of mixing
Our price is also affordable than our competitors.
We have own modern machines to refine the oil.
Targeting:
After segmentation marketer concentrate on targeting. This is the second step of
marketing strategy, where marketers select a specific segment.
Target customer:
Housewives
Cookers for hotel and restaurant
Cookers of special program like marriage ceremony occasions
CITY GROUP
Chief Executive Officer
Chief Director
Managing Director
Accounting Department
Finance Department
HRMDepartment
Marketing Department
Board of Director
P a g e | 9
Organization Hierarchy:
CITY GROUP
P a g e | 10
Marketing Mix Strategy:
Marketing mix strategy is the set of controllable, tactical marketing tools
through which the company influence the demand of their product and wants to get the
response from the target market. Square has five groups of variables which known as 5Ps
in their marketing mix strategy.
a.Product: Product is the goods and services that companies offers to the target
market. City Group used forward invention for Soyabean oil to meet the need for the
treatment of cardiovascular diseases.
b.Price: Price of each 1 Litter bottle is 110, 2 Litter bottle is 208, 5 Litter bottle is
504, 8 Litter bottle is 820 Taka.
c.Place (Distribution channel): City Group has decided to distribute Soyabean oil
through their existing distribution channel and for this their objective is to supply the right
product in right place in right time.
d.Promotion: City Group promoted all kinds of advertisements, which bring
about uplift into the brand scenario for the company. We promote various aspects of our
products starting from Paper to TV Commercials and various other forms of
advertisements to promote our products.
CITY GROUP
P a g e | 11
A product is launched into the market through effective advertisements and will also
bring about a satisfactory return.
Currently we are promoting Teer Soyabean, Teer Wheat (Atta), Teer Flour (Maida), Teer
Semolina (Suji) and Jibon Mineral Water. Interested models & producers are requested
to contact us through email with our following
address: [email protected]
Distribution:
“Good product marketing depends on a good and effective distribution network.”
We believe in these words and this is what inspires us to drive further and further
strengthen our network.
City Group has an extensive array of distribution network and with the help of this
network it has been able to extend its products into all the districts of Bangladesh. It
looks further into the prospects of extending its distribution network to all the “Thana”
level and welcomes all prospective Distributors / Dealers.
Each individual territory is taken care of well in advance by our territory managers and
our sales staffs are always there to assist our distributors with the demands.
Our products have been popular with the people of the country and with the
overwhelming demand; we are furnishing ourselves to meet the new consumer.
We hope to meet the consumers through our distributors and look forward with effective
planning and strategic campaigning to support our sales. Only the coming days will
predict our quality…
Recommendation:
Need to give more advertisement in TV, Newspapers & FM Radios.
CITY GROUP
P a g e | 12
Organizing shows & conferences
Sponsoring sports & different shows
Tele-marketing & Online-marketing
Web
Address
Employ
ees
Ann
ual
Sale
s
Reven
ue
Net
Income
Assets Liab
ilitie
s
Business
Value
Stoc
k
Valu
e
My
Company:
City Group
(Teer)
http://
www.citygr
oup.com.bd
/products/
pro_rso.htm
300 1680
core
1680*
4.5%
(7.5
cores)
1680*30
%
10000
core
yes Teer –tread
mark –
“bishudhhot
ai shera
momotai
Ghera”
50%
Edible Ltd.
(Rupchada)
http://
www.beol-
bd.com
25000 8000
core
8000*
4.5%
8000*20
%
2000
core
yes Rupchada
fish-
“Shasthokor
Protiti
Phota”
30%
T.K. Group
(Pusti)
http://
www.tkgrou
p.bd.com
4500 2000
core
2000*
4.5%
2000*30
%
20000
cores
yes Trade mark-
Pure and
Healthy. 10%
Meghna
Group
(Fresh)
http://
www.megh
nagroup.biz
6000 3000
core
3000*
4.5%
3000*30
%
40000
cores
yes
10%
Competitors Information
CITY GROUP
P a g e | 13
SWOT Comparison Sheet
Strength City Group
(Teer)
Edible Ltd.
(Rupchada)
T.K. Group
(Pusti)
Meghna Group
(Fresh)
What are your
business
advantages?
Machine,
Asset, Strong
Brand ,
Image, High
Quality +
Quantity
Powerful
Advertisement,
use Omega-3
Pure+ healthy
product
(especially for
heart)
Pure + fresh
Product.
What are your
core
competencies?
Price and
packaging
Price and
packaging
Price and
packaging
Price and
packaging
CITY GROUP
P a g e | 14
Where are you
making the
most money?
Teer oil Rupchada oil pusti oil Fresh cement
What are you
doing well?
Marketing +
Merchandising
Marketing Marketing Marketing
SWOT Comparison Sheet
Weakness City Group
(Teer)
Edible Ltd.
(Rupchada)
T.K. Group
(Pusti)
Meghna Group
(Fresh)
What areas are you
avoiding?
Our quality of
bottles is not
good enough.
They can break
so easily. We
know it, but we
are avoiding it to
avoid higher
cost.
Avoiding
customer cost
Avoiding
advertisement
Avoiding
customer
satisfaction
Where do you lack
resource?
Not have highly
educated
Employees are
not available.
Poor quality
supply. Lack of
Low quality
supply.
CITY GROUP
P a g e | 15
employee. Not have own
land or factory.
Man power.
What are you
doing poorly?
Not producing
goods in spite of
demand.
Making higher
price.
Making poor
quality product
poor quality
product
Where are you
loosing money?
Market size is
small in
Chittagong area.
So we are
loosing money
in Chittagong.
In rental
payment as we
do not have own
land and factory.
Rents on
equipments.
We are loosing
money in Sylhet
area.
What needs
improvements?
Have to increase
more Factory
Delivery.
Have to make
own factory.
Have to improve
marketing policy.
Can reduce their
price.
SWOT Comparison Sheet
Opportunities City Group
(Teer)
Edible Ltd.
(Rupchada)
T.K. Group
(Pusti)
Meghna Group
(Fresh)
Any beneficial
trend?
People want
small size
container and we
are going to
offer 5litr and 20
liter.
People are
becoming
conscious about
Cholesterol.
They are using
omega 3.erol.
They are using
also omega 3.
Now people
like beautiful
and strong
container.
Fresh
container is
beautiful and
strong enough.
Niches that
competitors are
missing?
N/A
This product is
mass marketed.
Not applicable.
This product is
mass marketed.
Not applicable.
This product is
mass
marketed.
Not applicable.
This product is
mass
marketed.
CITY GROUP
P a g e | 16
New
technologies?
New machine
from foreign
country. New
materials and
Train employee
by technologies.
New machine
from foreign
country.
New machine
from foreign
country.
New machine
from foreign
country.
New need of
customers?
Demanding
more
comfortable
product at
chipper rate,
want more good
packaging
want new get /
want more
facility
want new get /
want more
facility
want new get /
want more
facility
SWOT Comparison Sheet
Threats City Group
(Teer)
Edible Ltd.
(Rupchada)
T.K. Group
(Pusti)
Meghna Group
(Freash)
Obstacle to
overcome?
bad sea port
facility
High price Bad packaging Bad packaging
Aggressive
competitors?
Rupchada Teer Teer Teer
Successful
competitors?
Rupchada Teer Teer Teer
Negative economic
condition?
If foreign
country sees that
we are not
aware of water,
air pollution
they will not
purchase our
Inflation,
Recession.
Inflation,
Recession
Inflation,
Recession
CITY GROUP
P a g e | 17
products.
Government
regulation?
Vat on port. Vat on port. Vat on port. Vat on port.
Changing business
climate?
Creating
syndicate of
owners.
Creating
syndicate of
owners.
Creating
syndicate of
owners.
Creating
syndicate of
owners.
Vulnerabilities? We collect raw
material from
foreign
countries
(Malaysia,
Singapore etc) if
they stop
supplies, we
cannot produce.
Low price of
other competitors
can be
vulnerability to
us.
Depend on
foreign raw
material.
Depend on
foreign raw
material.
SWOT Analysis – Functional approach
Competitive (sw) Analysis – Comparison sheet
City Group (Teer) Edible Ltd.
(Rupchada)
Meghna Group (Fresh)
Strength Weakness Strength Weakness Strength Weakness
Products 4 1 4 1 2 3
Price 4 1 3 2 2 3
Quality 5 0 5 0 3 2
Selection 5 0 4 1 3 2
Service 4 1 5 0 3 2
Reliability 5 0 5 0 4 1
Stability 5 0 3 2 4 1
Expertise 5 0 5 0 4 1
Company 5 0 5 0 4 1
CITY GROUP
P a g e | 18
reputation
Location 4 1 4 1 2 3
Appearance 5 0 4 1 3 2
Sales
method
5 0 5 0 4 1
Credit
policies
4 1 3 2 3 2
Advertising 3 2 5 0 4 1
Image 5 0 5 0 3 2
Total : 68 - 7 65 - 9 48 - 27
61 56 21
Environmental (OT) Analysis – Comparison Sheet
City Group (Teer) Edible Ltd.
(Rupchada)
Meghna Group
(Fresh)
Opportunity Threat Opportunity Threat Opportunity Threat
Technology 5 0 4 1 3 0
Economy 5 0 3 2 5 0
Political 5 0 5 0 5 0
Legal 5 0 5 0 5 0
Service
provider
5 0 5 0 4 1
International
Trade
0 5 0 5 0 5
People 5 0 4 1 5 0
Industry 5 0 2 3 5 0
CITY GROUP
P a g e | 19
Purchasing
Power
5 0 0 5 5 0
Social 5 0 4 1 5 0
Religious 5 0 5 0 5 0
Channels
Actors
4 1 4 1 4 1
Credit
policies
0 5 0 5 0 5
Media Access 5 0 5 0 5 0
Infrastructure 5 0 5 0 5 0
Total : 64 - 11
51 - 24 61 - 12
53 27 49
Entry barriers and Exit barriers
Entry barriers:
Capital – to enter in soyabean oil market owners need huge capital. For large
factory one should collect huge capital. . One also need large amount of money to
get soybean seeds as raw material.
Vertical integration - A firm's coverage of more than one level of production,
while pursuing practices which favor its own operations at each level, is often cited
as an entry barrier
Customer loyalty – If the customers of a particular soyabean oil company are
loyal, then it will be hard for new company for enter.
Government regulations - It may make entry more difficult or impossible. In the
extreme case, a government may make competition illegal and establish a statutory
CITY GROUP
P a g e | 20
monopoly. Requirements for licenses and permits may raise the investment needed
to enter a market, creating an effective barrier to entry.
Switching barriers - At times, it may be difficult or expensive for customers to
switch providers
Exit barriers:
The factors that may form a barrier to exit include:
Large stake: We have a big amount of stake holder, such as, creditors, consumers,
and share holder. So if we want to dissolve then it will create some problem for our
stake holders. So it is exit barriers.
Legal restriction: Company has to face different types of restriction such as,
government restrictions.
By considering above situation, we can say that TEER SOYABEAN Oil is in high entry
barrier and low exit barrier segment. So we can say that, we get high stable return.
References:
CITY GROUP