Marketing Strategyof

Bashundhara Group

Name ID Md. Iktiham Bin Taher 2016-1090

Md. Mamun Hossain 2016-1099Kamran Hafiz 2016-1063Jaaber Bin Saif 2016-

MD. IKTIHAM BIN TAHER

2016-1090

Chairman Managing Director

Steps To Attain Goal

•Real State► East West Property Development (Pvt.) Ltd

•Media and Entertainment► Kaler Kantho► Bangladesh Pratidin► Daily Sun► banglanews24.com

► News.TV ► Radio Capital

•CSR► Bashundhara Foundation

► Bashundhara Technical Institute ► Bashundhara Adin Hospital ► Bashundhara Eye Hospital

•Steel

► Bashundhara Steel Complex Ltd

Enterprises of Bashundhara Group(4 P’s : Products)

•Food & Beverage ► Atta, Maida, Suji

•Cement ► Meghna Cement Mills Ltd ► Bashundhara Cement

•Paper► Bashundhara Paper Mill Limited

► East West Media Group Ltd•Energy

► Bashundhara LP Gas Ltd► Sundarban Industrial Complex Ltd

•Services ► Bashundhara City ► Bashundhara Convention Center

•Shiping & Logistics ► Bashundhara Steel and Engineering

Limited ► Bashundhara Dredging Company Ltd. ► Bashundhara Logistics Ltd

Product Levels In Contest Of Tissue

• Core Benefit: Wash• Basic Product: shape, and packing• Expected Product: Color, smell of a handkerchief• Augmented Product: packaging of pocket tissue• Potential Product: common now about the smell,

color, and packaging

MD. MAMUN HOSSAIN

2016-1099

4P’s Continued….• Price • Place • Promotion Sales Promotion

• Gift Card• Discounted prices• Free service campaign• CRM (Customer relationship management) • Occasional Packages

Advertising

Direct Mail

Personal Selling

Segmentation means dividing the market into distinctive groups of buyers on the basis of needs, characteristics or behaviors of consumers. Segmentation can be done in four ways like –

1. Behavioral segmentation

2. Geographic segmentation

3. Demographic segmentation

4. Psychographic segmentation

Market Segmentation

Branding Strategy of Bashundhara Group

Brand equity: The powerful brand has high brand equity. Brand equity is the differential effect that knowing the brand name has on customer response to the product or its marketing.

 

Brand Positioning: •Attributes•Benefits•Beliefs and values

 

Brand Name Selection:•Selection•Protection 

Brand Sponsorship:•Manufacture’s brand •Private brand•Licensing•Co-branding Brand Development:•Line extensions•Brand extensions•Multiband•New brands

Target Market

1. Higher class- heavy users (business icons, superstars, media people, ministers)

2. Upper middle class- medium users (business executives, doctors, lawyers)

3. Middle class- light/occasional users

‘Bashundhara Group’ consists of consumer and retailers who need to store communicate and complete the marketing process. From the many segments, we choose psychographic segmentation. Targeted segment consists-

Market Positioning

All classes of people being customers of Bashundhara

Group, the company offers their products to markets with

quality and affordable price. The company wants to available

their products because their competitor’s products are

available.

JAABER BIN SAIF

2016-1099

SWAT Analysis

How Bashundhara React With Buying Decision

• Need Identification • Information Search • Evaluation Of Alternatives• Purchase Decision• Post purchase Behavior• Moderate Effects on Consumer Decision

KAMRAN HAFIZ

2016-1063

Market Communication• Advertising • Sales Promotion • Events and Experiences• Public relation and Publicities• Direct marketing • Interactive marketing • Word of mouth marketing• Personal Selling

Competitive Strategies For Market Leaders

• Expanding Total Market Demand

New Customer More Usage o Additional Opportunities

to use the bando New way to use the band

• Protecting Market Share

• Defensive Marketing Position Flank Preemptive Counteroffensive Mobile

Conclusion