Final Mreport

8/17/2019 Final Mreport

1/32

Background

British American Tobacco Bangladesh, a market leader in the country, is a subsidiary of

British American Tobacco plc, one of the largest cigarette manufacturers in the world.

BATB is also one of Bangladesh's biggest taxpayers. Operating in Bangladesh since

pre-independence, the company headuarters and cigarette factory are based in

!haka, with a tobacco leaf processing operation in "ushtia. The company employs

more than #$%% people and pro&ides indirect employment to a further (,)%% farmers,

distributors and suppliers.

The extensi&e range of brands of cigarettes produced by the company include Benson *

+edges ights and egular/, and 0ohn 1layer 2old eaf ights and egular/

complementing the national 3tar, 3cissors and 4apstan families of brands. 5ewly

introduced 1allmall is an international brand of BATB, launched first in Bangladesh

before anywhere else.

The company strongly belie&es that tobacco should ne&er be marketed to youth6 it should

only be marketed to adult smokers, in an appropriate way that takes account of the

risks posed to health. BATB7s marketing is not designed to 'sell smoking'6 the

marketing is about their brands, retaining the brand loyalty of their customers, and

winning them o&er from competing brands. BATB consider smoking to be an adult

choice, and their efforts do not imply that these people keep smoking, which is why

their e&ery pack manufactured features a health warning.

After the enactment of the Tobacco 4ontrol aw from 8arch %%), ad&ertising and

promoting BATB products has become uite challenging, as the law banned all forms of

tobacco ad&ertising except at point of sale, most public places smoke-free, and feature

stronger, clearer warnings on cigarette packs. As a responsible market leader in a

contro&ersial industry BAT Bangladesh has proacti&ely introduced a 4ode of 4onduct

regarding the marketing of tobacco products. Of the ma9or changes in its marketing

strategies, direct mail ad&ertising and point of sale promotions ha&e replaced the use of mass

and print media. 3uch changes may or may not ha&e affected cigarette consumption of

smokers.

#


2/32

Problem Definition

:hether the post-ban ad&ertising and promotional tactics of Benson and +edges ha&e been as

eually effecti&e as the pre-ban marketing approaches, needs to be determined to know if its

target audience is being ser&ed and informed well. Also, if the changes ha&e caused further

segmentation of the target population into categories of who needs to be marketed to first, is

another fundamental area our study needs to focus on.


3/32

Objective

1ragmatic considerations, consumer sur&ey, analysis of secondary data and obser&ed market

trends ha&e helped us accumulate information reuired to reach the ob9ecti&es of the research,

which are;

a/


4/32

Research Hypothesis

Hypothesis 1: The post-ban ad&ertising and promotional strategies is targeted towards the

uni&ersity students7 and young executi&es7 segment of BATB7s target

audience.

Hypothesis : eformed ad&ertising and promotional strategies ha&e increased marketing

costs, leading to the rise in price of Benson and +edges7 products.

(


5/32

Research Design

!escripti&e research has been the research design we decided on to gi&e our study a structure.

3ur&eys of consumers, inter&iews of BATB professionals and retailers, market characteristicsand obser&ational data are among the ma9or tools that will be used in gathering information

rele&ant to our research.


6/32

Data analysis:

After the uestionnaires had been filled up, we coded each of the uestions along with the

&ariables with 3133. +ere we entered all our responses to make a database. This 3133

database then became the source of further analysis. :ith the help of the data sheets we

analy?ed them using &arious methods like freuency and cross tabulation.

Coding ; @ach uestion was being coded to a computer readable form for use in 3133.

Then the data were entered from the uestionnaires. This was time consuming and

reuired much skill.

Data entry; After entering all the responses from each uestion, the data entering part

was done. Then we proceeded forward for the final task, which was analysis. Data Analysis: By using 3133, we inserted the formula, and then the software

automatically pro&ided results.

Data conversion; All the 3133 result sheets had to be con&erted into managerially

understandable form. :e con&erted them to word documents, made tables, an

interpreted the results in words.

Another of our sur&ey methods has been a telephone inter&iew with a BATB intern, whoseresponses cannot be doubted, as it was company facts and figures that he was mainly

uestioned on.


7/32

!imitations

ew other potential limitations that caused us some suffering when preparing the research

paper, are;

Design of the Questionnaire:

=uestions could ha&e been more accurately designed to meet our need for rele&ant

information. This could ha&e in return helped process data analysis much faster.

Information biasness:

8ost of the respondents were not attenti&e when filling up the uestionnaire, we

could tell by their attitude. Another important thing to mention here is that all the

respondents were male.


8/32

research. 2roup coordination has been a problem at this point of the semester

especially because of lack of time. 3o uniting e&eryone to work together has been a

big problem. Again without group unity, the effecti&eness of report writing is

reasonably unlikely.

Sample Size

This type of research reuires a &ast sample si?e, but in short scale research we could

not take a &ast sample. #%% people were decided as our sample si?e using no sampling

techniues, especially because our population has remained to be unknown. The

population of smokers in the country is huge enough for us, with such limited

authority to gain insight into. Thus, interpretations of sur&ey results may notnecessarily stand true for the entire population.

C


9/32

"ntervie# $indings

"ntervie# #ith B%&B official

Bangladesh7s tobacco consumption belongs C%D of bidi, and the rest %D of cigarettes. Of this %D, BATB owns )#D of the cigarette market. This ma9ority share is huge enough for

them to be able to pay the highest amount of tax to the go&ernment6 in %%), BATB paid

Tk.#C)E crore only as go&ernment tax.

BATB7s pre-ban marketing acti&ities included;

@lectronic media ad&ertisements, such as in TF and radio,

1rint media ad&ertisements, such as in newspapers and local maga?ines, @&ent sponsorships, such as Ampfest concerts,

4ontests, such as 3tart 3earch,

Outlet based marketing, such as branding stores like that of 3hawarma +ouse, and

Outdoor ad&ertisements, such as on billboards.

Outlet based marketing is further broken down into a/ point of sales, b/ communication

through decoration of location, and c/ consumer7s touch point.

1ost-ban ad&ertising and promotional tactics include;

Outlet based marketing,

1rint ad&ertisements, such as stickers and danglers, and

!irect mail ad&ertising.

>or outlet based marketing, tow popular approaches of BATB to promote their brands are

facia and facing. >acia is done when BATB decides to brand a store. Branding a store here

means the theme of decoration of the store to be based on a BATB brand. 3uch as American

Burger and 3hwarma +ouse, they are branded by BATB7s Benson and +edges.

5ow, facia is done with mainly three brands, which are Benson and +edges, 3tar, and 0ohn

1layer7s 2old eaf. Again, which store is going to be branded with which brand reuires

demographic study of the location where the store exists and also, the area7s most consumed brand. 3uch as 3hawarma +ouse in !hanmondi is branded by 2old eaf, whereas Benson

E


10/32

and +edges brand the store7s Banani branch. 3hops around mills and construction sites are

usually branded 3tar. :hen facia is done, BATB decides on the theme of the decoration of

the shop, starting from the furniture to the color of the walls and sitting arrangements. This

promotional acti&ity did exist before the ban, but now it is more emphasi?ed on.

The second acti&ity of outlet based marketing is facing. :ith facing, a cabinet filled with any

of BATB7s brand7s empty packs are placed in front, where a consumer walks in and cannot

a&oid but see the cabinet. This implies that the shop sells BATB products. 5ow, the number

of boxes and the brand the cabinet will display depends on the sales of cigarette in that store

of the most popular brand in that area. BATB7s contract merchandisers 48/ consistently

check the look of the cabinet and the empty packs. or instance, when Benson and +edges7 slim pack was launched, retailers were

gi&en Gippo lighters, cigarette cases, and many more such exclusi&e gifts in moti&ation to sell

the new impro&ed product well.

The communication acti&ity of outlet-based marketing is when brand promoters of BATB

B1/ are responsible for informing consumers about changes in products or modifications

made. :hen 1allmall was recently launched in the country, B1s were pro&ided with

walkmans that played a 9ingle on the 1allmall7s launch and the product features. B1s stayed

close to an outlet that sole BATB products, to recogni?e a consumer they could speak to. B1s

then takes permission of the consumer if they can play the 9ingle.


11/32

>or Bangladesh, BATB7s most lucrati&e customers are adult smokers under the age $% years,

in short called A3I$%. 8arketing efforts are emphasi?ed most on indi&iduals from #C-$%

years. This is because smokers in this age group are still tempted or likely to switch brands or

try other tobacco products. Thus, for them to become BATB brand loyal is the company7s

goal. They ha&e always been the center of attention of study when designing marketing

strategies. The new strategies are being able to co&er the target population, as there is no such

decrease in reach.

BATB7s marketing efforts ha&e remained the same e&en after the ban has been imposed. This

was because the company has business planning done #%-#) years ahead of time, of which

budgets ha&e been allocated to each area of expenditure. Intil ma9or changes cause strategiesto be reconsidered, the budgets are recommended not to significantly &ary from what has

been planned. Also because it was unnecessary to spend more on marketing efforts, as the

target population is fully ser&ed with post-band ad&ertising and promotional acti&ities, and

smokers ha&e hardly shown any change in their consumption pattern due to the ban.

+owe&er, because BATB7s other brands other than Benson and +edges are so cheap,

compared to the price charge in other countries, that the low profit margin incurred in these

non-premium brands is made up for a slightly increased profit margin retained from Benson

and +edges. This does not necessarily decrease the sales of Benson and +edges significantly

because its customers cannot easily find an alternate to this premium brand.

O&er the past two years, street cabinets ha&e increased by a huge number, so much so that

BATB has had to expand its distribution system to be bale to reach retailer. This has increased

distribution costs significantly, which may ha&e been one of the reasons to Benson and

+edges last rise in price.

##


12/32

BATB7s premium brand is Benson and +edges, and apparently it sells most in !haka. The

a&erage monthly sales in units for the highest selling are in !haka, which are in 2ulshan,

Banani, and Baridhara are as follows;

Jear B*+ regular/ B*+ lights/ 01 2old eaf 3tar Total

%%$ C.%) %.(C E.# E.% C.)

%%( .) %.)$ #%.# #%.# E.$

%%) %. ##.$ ##.$) $%.

K 3ales in millions

'ummari(ed $indings:

Outlet based marketing is now the most extensi&ely used promotional strategy.

8arketing efforts are still the same as that before the ban had been imposed, thus

costs ha&e not increased either.

A3I$% approach targets uni&ersity students mostly and indi&iduals under the age of

$%.

!istribution costs may ha&e caused price of Benson and +edges cigarettes to go up.

3trengthening relationship with retailers has become crucial especially after the ban

ahs been imposed.

+ighest selling points happen to be in the 2ulshan, Baridhara and Banani areas of the

city.

#


13/32

"ntervie# #ith Retailers

As part of the research we decided to go for depth inter&iew with retailers to know about their

feelings, moti&ations and expressions. :e basically talked about six issues with the retailers.

:e tried to use laddering and hidden issue uestioning to make our efforts successful. :e

talked to each retailer for more than % minutes. :e asked them about their personal li&es,

their reason behind this profession. The issues and rele&ant summari?e responses are gi&en

below.

"ssue 1) +ow long you ha&e been selling cigarettesL


14/32

acti&ities and ?ones, so they go for cigarettes and tea because that is relati&ely the cheapest

thing. Also, the retailers mentioned how new smokers take up smoking for fun.

The retailers said after the tobacco control law, which is aimed to restrict smoking outside

home initially, decreased the sale of cigarettes.

"ssue ,) !oes BATB pay special attention to you after all the anti-tobacco law had been

imposedL

All the retailers agreed. 3treet cabinet owners are the most beneficial. >rom %%), they

recei&e supply directly in their shops something they had not thought of e&er. 8d. 8usa saidhe used to go to the local distributor to get his supply cigarettes. But now he gets supply

within #% a.m. of e&eryday in his shop. 8oreo&er he can lodge any of his complains about the

products to the distributors. +e gets and distributes special posters, flyers occasionally. These

small street cabinet owners are pro&ided with umbrellas to pro&ide shade to their shops in the

streets.

The cigarette retailers who ha&e big shops and sell many other items beside tobacco are also

satisfied with BATB7s distribution efforts. 8r. Babu,l proprietor of Babul and 3ons said once

he e&en went to complain to the BATB factory at 8ohakhali to complain about a faulty pack

of Benson and +edges and he was cordially welcomed.

etailers are well informed about acti&ities that need to be carried out to increase sales that

will help both BATB and the retailers. The impro&ed closer relationship between the two,

help achie&e successful sales and effecti&e distribution of products.

"ssue -) !o you think the new ad&ertising and promotional efforts are more costly than

before, and does it ha&e an effect on the price of cigarettesL

All the retailers responded by saying they were least bothered BATB7s new promotional

costs. They feel BATB need not worry about sales, since consumers tend to switch between

BATB brands only. +owe&er, they said that initially after the price hike of Benson * +edges

#(


15/32

in %%), the sales dropped by a significant amount, but within six month bat has regained

sales.

'ummari(ed $indings:

#. Tobacco related products ha&e high market demand.

. The retailers who sell BATB products are well aware about the laws and regulations.

$. Ban on tobacco ad&ertisement has not caused decrease in sales significantly.

(. 5ow after the ban, BATB has strengthened its distribution management and point of

sale ad&ertising.

). BATB now pays special attention towards their retailers, and considers them to be an

important stakeholder.

"ntervie#ed retailers:

8r. Babul

Babul * sons #H# poribagh !haka

8r. 8olla

1ogibagh 8a?ar !haka

8r. Fashani

+atirul wapda colony, !haka.

8d. 8usa

@astern pla?a

8r. 0akir

o&ely departmental store

HH$ Bhutergoli !haka.

#)


16/32

Data %nalysis

$re.uency Distribution

/1) 0ender)

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a.

8ale)% #%%.% #%%.% #%%.%

According to the freuency table, #%%D respondents are male.

/) " belong to the age group of:

>reue

ncy 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a. #)-% (.% (.% (.%

b. %-) (( CC.% CC.% E.%

c. )-$% ( C.% C.% #%%.%

Total )% #%%.% #%%.%

According to the freuency table, (D respondents are in the group of #)-%, CCD are in the

group of %-), and CD are in )-$%. Thus, the ma9ority of the respondents are of %-)

groups.

/*) " smoke:

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a. Jes )% #%%.% #%%.% #%%.%

>reuency table shows that the #%%D respondents are smoking cigarette.

#


17/32

/+) " smoke

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a. $-( sticks aday #.% #.) #.)

b. 8ore than

#% sticks a

day

$ (.% . E.

c. 8ore than

a pack each

day

C #.% #. E).C

d. < am a

chain smoker (.% (. #%%.%

Total (C E.% #%%.%

8issing 3ystem (.%Total )% #%%.%

According to the freuency table #D respondents are consuming $-( sticks a day, (D more

than #% sticks a day, #D more than a pack each day, and only (D are chain smoker.

/,) y most preferred cigarette brand is:

>reuency 1ercentFalid1ercent

4umulati&e1ercent

Falid a.Benson

and

+edges

egular/

(% C%.% C%.% C%.%

a. Benson

and

+edges

ights/

( C.% C.% CC.%

b. 2old

eaf ( C.% C.% E.% d. 1allmall (.% (.% #%%.%

Total )% #%%.% #%%.%

According to the freuency table C%D respondents prefer a. Benson and +edges egular/,

CD a. Benson and +edges light/, CD 2old eaf and only (D 1allmall.

#


18/32

/-) y average e2penditure on cigarettes daily is:

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a. ess than

Tk. #%( C.% C.% C.%

b. Tk. #%-

tk.$%% (%.% (%.% (C.%

c. Tk. )%-

Tk.#%%( (C.% (C.% E.%

d. Tk.#%%

and abo&e (.% (.% #%%.%

Total )% #%%.% #%%.%

According to the freuency table, the daily expenditure of CD respondents on cigarette is less

than tk #%, (%D spend tk #%- tk $%, (CD spend tk)%-tk#%%, and only (D spend more than tk

#%%.

/3) y profession:

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercentFalid a. 3tudent (% C%.% C%.% C%.%

b. Business

@xecuti&e (.% (.% C(.%

c.

1rofessional (.% (.% CC.%

e.

Inemployed #.% #.% #%%.%

Total )% #%%.% #%%.%

According to the freuency table, C%D respondents are student, (D business executi&es, (D

professional and #D unemployed.

#C


19/32

/4) " have been motivated to smoke by:

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a. Obser&ingTF or

billboard

cigarette

ad&ertisement

s

(.% (.% (.%

b. Obser&ing

attitude of

friends who

are smokers

#C $.% $.% (%.%

c. Indergoing

stress

(.% (.% ((.%

d. 0ust for the

sake of itC ).% ).% #%%.%

Total )% #%%.% #%%.%

According to the freuency table, (D respondents are moti&ated to smoke by Obser&ing TF

or billboard cigarette ad&ertisements, $D moti&ated by Obser&ing attitude of friends, (D by

undergoing stress, and )D moti&ated for 9ust the shake of it7

/5) " am informed of latest brands through:

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a.

Ad&ertise

ments

% (%.% (%.% (%.%

b. etail

OutletsC #.% #.% ).%

c. :ord of mouth % (%.% (%.% E.%

d. 8ails

from

manufactu

rer

(.% (.% #%%.%

Total )% #%%.% #%%.%

According to the freuency table, (%D respondents are informed of latest brand through

ad&ertisements, #D through retail outlets, (%D through word of mouth, and only (D

through mails from manufactures.

#E


20/32

/16) " am a#are of the tobacco control la# that has banned cigarette advertisements:

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a. Jes (( CC.% CC.% CC.%

b. 5o #.% #.% #%%.%

Total )% #%%.% #%%.%

According to the freuency table, CCD respondents are aware about the tobacco control law

and rest #D respondents are not aware.

/11) " am #ell a#are of my preferred brand7s and others7 advertising and promotionalactivities:

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a. Jes $( C.% C.% C.%

b. 5o #% %.% %.% CC.%

c. east

Bothered #.% #.% #%%.%

Total )% #%%.% #%%.%

According to freuency table, CD respondents are well aware of promotional acti&ities of

their preferred brand, %D are not aware, and the rest #D people are least bothered.

/1) %dvertising and promotional activities have changed after the ban) " am a#are of

so:

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a. Jes (% C%.% C%.% C%.%

b. 5o #% %.% %.% #%%.% Total )% #%%.% #%%.%

According to the freuency table, C%D respondents are aware about the change of

promotional acti&ities after the ban and the rest %D are not aware.

%


21/32

/1*) Has the varied advertising and promotional activities caused a changed in my

consumption pattern and attitude to#ards cigarettes:

>reuency 1ercent

Falid

1ercent

4umulati&e

1ercent

Falid a. Jes #C $.% $.% $.%

b. 5o ).% ).% CC.%

c. east

Bothered #.% #.% #%%.%

Total )% #%%.% #%%.%

According to the freuency table, $D respondents has changed their consumption pattern

due to the &aried promotional acti&ities, )D respondents has not changed and the rest #D

respondents are least bothered.

8ross tabulation:

The following section brings in an elaborate chi-suare analysis. Both null and alternati&e

hypothesis has been constructed, null hypothesis holding the statement that there is no

association between the considered &ariables and alternati&e hypothesis holding the statement

that there is association between the considered dependent and independent &ariable.>ollowing are the dependent and independent &ariables that < ha&e taken to make cross-

tabulations with a combination of one dependent and one independent &ariable at a time.

"ndependent 9ariables

0ender

agegrp %ge group;

profesn Profession;

Dependent 9ariables

smoke smoke;

smk.ntt 'moking /uantity;

prefbrnd Preferred brand;

#


22/32

avge2p %verage or conducting the cross-tabulation analysis, a confidence inter&al is assumed to be E) percent and therefore the significance le&el is ) percent.

agegrp =smk.ntt /uestion > +;

8hi='.uare &ests

Falue df Asymp. 3ig. -sided/

1earson 4hi-3uare E.#($a/ .%%%ikelihood atio #E.C(C .%%$

inear-by-inear

Association#.$)E # .%%%

5 of Falid 4ases (C

'ymmetric easures

Falue

Asymp.

3td.@rrora/

Approx.Tb/ Approx.3ig.

5ominal by

5ominal

1hi .E .%%%

4ramer's F .))# .%%%


23/32

'mk.ntt=prefbrnd .uestion +>,;

8hi='.uare &ests

Falue df Asymp. 3ig. -

sided/

1earson 4hi-

3uare.E(a/ E .%%#

ikelihood atio #.#% E .%(

inear-by-inear

Association.C(E # .%E#

5 of Falid 4ases (C

'ymmetric easures

Falue

Asymp.

3td.

@rrora/

Approx.

Tb/

Approx.

3ig.

5ominal by

5ominal

1hi .$ .%%#

4ramer's F .((# .%%#


24/32

'ymmetric easures

Falue

Asymp.

3td.

@rrora/

Approx.

Tb/

Approx.

3ig.

5ominal by

5ominal

1hi .( .%%)

4ramer's F .( .%%)


25/32

1earson 4hi-3uare is .%%, which is less than the significance le&el .%)/. 4ramer7s F is .

(E, which implies that the association is moderate to each other.

"nfopromo=conpat.uestion 11>1*;

8hi='.uare &ests

Falue df

Asymp.

3ig. -

sided/

1earson 4hi-3uare E.%%a/ ( .%(

ikelihood atio #.%$% ( .%#

inear-by-inear

Association.#) # .E$

5 of Falid 4ases )%

'ymmetric easures

Falue

Asymp.

3td.

@rrora/

Approx.

Tb/

Approx.

3ig.

5ominal by

5ominal

1hi .((% .%(

4ramer's F .$## .%(


26/32

'ymmetric easures

Falue

Asymp.

3td.

@rrora/

Approx.

Tb/

Approx.

3ig.

5ominal by

5ominal

1hi .) .%$

4ramer's F .$ .%$


27/32

1earson 4hi-3uare is .%%%, which is less than the significance le&el .%)/. 4ramer7s F is .

)$$, which implies that the association is moderately stronger.

/) " belong to the age group of: ? /+) " smoke 8ross tabulation

4ount

Q4. I smoke

Totala. 3-4 sticksa day

b. More than10 sticks aday

c. More than apack each day

d. I am a chainsmoker

Q2. I belongto the agegroup o!

a. 1"-20 0 2 0 0 2

b. 20-2" # 30 # 0 42c. 2"-30 0 0 2 2 4

Total # 32 $ 2 4$

/+) " smoke ? /,) y most preferred cigarette brand is: 8ross tabulation

4ount

Q". My most preerred cigarette brand is!

Total

a. %enson

and &edges'(egular)

a. %enson

and &edges'*ights) b. +old *ea d. ,allmall

Q4. I smoke a. 3-4 sticks aday

# 0 0 0 #

b. More than 10sticks a day 2# 2 2 2 32

c. More than apack each day # 2 0 0 $

d. I am a chainsmoker

0 0 2 0 2

Total 3$ 4 4 2 4$


28/32

/1) %dvertising and promotional activities have changed after the ban) " am a#are of

so:? /1*) Has the varied advertising and promotional activities caused a change in my

consumption pattern and attitude to#ards cigarettes: 8ross tabulation

4ountQ13. &as the aried adertising andpromotinal actiities caused achangedin my consumption pattern and

attitude toards cigarettes!

Totala. /es b. oc. *east%othered

Q12.adertising andpromotionalactiities haechanged ater the ban. I amaare o so!

a. /es10 24 # 40

b. o

$ 2 0 10

Total 1$ 2# # "0

/16) " am a#are of the tobacco control la# that has banned cigarette advertisements: ?

/1*) Has the varied advertising and promotional activities caused a change in my

consumption pattern and attitude to#ards cigarettes: 8ross tabulation

4ountQ13. &as the aried adertising andpromotional actiities caused achange in my consumption patternand attitude toards cigarettes!


Q10. I amaare o thetobacco controlla that hasbannedcigaretteadertisements!

a. /es12 2# # 44

b. o

# 0 0 #

Total 1$ 2# # "0

C


29/32

/11) " am #ell a#are of my preferred brands@ and others7 advertising and promotional

activities: ? /1*) Has the varied advertising and promotional activities caused a change

in my consumption pattern and attitude to#ards cigarettes: 8ross tabulation

4ountQ13. &as the aried adertising andpromotional actiities caused achange in my consumption patternand attitude toards cigarettes!


Q11. I am ell aareo my preerred brandsand others adertising

and promotionalactiities!

a. /es 12 20 2 34

b. o 2 # 2 10

c. *east %othered 4 0 2 #

Total 1$ 2# # "0

/) " belong to the age group of: ? /-) y average e2penditure on cigarettes daily is:

8ross tabulation

4ount

Q#. My aerage ependiture on cigarettes daily is!

Totala. *ess thanTk. 10 b. Tk. 10-tk.30

c. Tk. "0-Tk.100

d. Tk.100and aboe


a. 1"-20 0 0 2 0 2

b. 20-2" 2 20 20 2 44

c. 2"-30 2 0 2 0 4

Total 4 20 24 2 "0

/) " belong to the age group of: ? /5) " am informed of latest brands through: 8ross

tabulation

4ount

Q. I am inormed o latest brands through!

Total

a. dertisements

b. (etail5utlets

c. 6ord o mouth

d. Mails rommanuacturer


a. 1"-20 2 0 0 0 2

b. 20-2" 1$ $ 1$ 0 44

c. 2"-30 0 0 2 2 4

Total 20 $ 20 2 "0

E


30/32

'tatistical "nferences

>rom the results of the cross-tabulations, we ha&e reached the following inferences;

#. A strong relationship lies between agegrp =smk.ntt that implies that, the respondent

of %-) age groups are more likely to purchase more than #% sticks a day. Thus, the

post-ban ad&ertising and promotional strategies is focusing more on the uni&ersity

students7 and young executi&es.

. A moderate relationship lies in between 'mk.ntt=prefbrnd that indicates that people

who smoke more than #% sticks are likely to prefer the Benson and +edges regular/.

Thus, people demand for B * + is stuck to their preferences e&en after the ban of

cigarette ad&ertising.

$. A moderate association occurs in between "nfoban=conpat which refers that the

people are aware about post ban ad&ertising and promotional acti&ities of the cigarette

but e&en though they are more likely to stick with their brand. Thus there is a higher

probability that the sales will follow to its original trend.

(. A moderate connection happens in between "nfola#=conpat that indicate that the

consumer are less likely to change their consumption pattern after being aware about

the law of the go&ernment towards the cigarette. +ence, this will more likely to

sustain the cost of the promotional and ad&ertising expenses.

). A moderate lower relationship associated in between "nfopromo=conpat, which will

pro&ide some assurance that people are less likely to change their consumption patternand they are more likely to ha&e the awareness about their preferred brand. Thus the

expenses are less likely to increase in Bat7s promotion and ad&ertisement.

. A moderately lower relationship lies in between %gegrp=avge2p that indicates that

the people ages of %- ) are more likely to spend Tk#%-Tk#%%. This pro&ides that the

BAT is more likely to target towards the uni&ersity students7 and young executi&es7

segment of BATB7s target audience.

$%


31/32

. A moderate stronger relationship lies in between %gegrp=infobrnd and this indicate

that the people age of %-) are more likely to increase their awareness through word

of mouth. This word of mouth will more likely to continue BAT with its pre&ailing

cost.

The whole analysis implies that the post-ban ad&ertising and promotional strategies is

targeted towards the uni&ersity students7 and young executi&es7 segment of BATB7s target

audience, but the reformed ad&ertising and promotional strategies is unlikely the reason for

increase in marketing cost, which is therefore also not the reason why price of Benson and

+edges cigarette rose.

$#


32/32

8onclusion

Final Mreport

Documents

Transcript of Final Mreport