Study Objective

Our honorable teacher as well as my internship supervisor Ms. Jifan has given this

topic in order to develop marketing report writing skill and knowledge about strategic

marketing through following study objective in the practical settings.

General objective;

To fulfill the course requirement of the internship semester.

Specific objective;

To elaborately clarify the marketing strategy and practices of the assigned

organization.

To measure the impact of such strategy in terms of marketing result variables,

such as, sales, profits, and market share.

To evaluate the brand management procedures followed in the aforementioned

organization.

To Measure the impact of brand management strategy conducted therein.

At a more abstract level, the industry scenarios are also to be presented.

Methodology of the study:

Sources of data

This report is prepared on the basis of both primary and secondary data

Primary sources

Primary data is collected from

1. Discussion with officers of Anfords Bangladesh Ltd.

2. Observation of practical work of the responsible officer of marketing division.

3. Discussion with supervisors.

Secondary sources

1. Relevant documents with officers concerned provide.

2. Annual report of Anfords Bangladesh.

3. Work as a sales representative.

1

Origin of the Report

This report on” Marketing strategy of Anfords Bangladesh” is prepared to fulfill the

partial requirement of internship program as well as my experience and ability to

complete the report by analyzing a real marketing situation.

Scope

This report covers the basic marketing strategies of Anfords Bangladesh Ltd as well

as competition and innovations of new product based on market needs and wants

identified through marketing research.

Limitations

Due to time constraints and lack of job experience in marketing area it was not

possible to give an exact reflection of the marketing aspects of Anfords

Bangladesh Ltd.

In case of toiletries marketing, strategies are changing very rapidly. So it is

very difficult to present the current situation of the strategy in static mood.

At times, in the busy and hectic schedule of senior managers they felt reluctant

to discuss my report issues of my report.

Availability of secondary sources were less which reduced the content but as

far as I am concerned.

It was found very difficult to collect necessary information of various

customers such as- dealers, retailers and owners.

2

Background of Anfords Bangladesh

Anfords was first introduce in Pakistan. And they are still not only Pakistan but also

the largest toothpaste manufacturer in the whole world. Anfords Bangladesh use the

brand name and the formula of manufacturing.

Anfords Bangladesh Ltd. was incorporated as a toothpaste manufacturer company in

1992. It has grown quite rapidly. It has a factory, warehouse, Sales office and a

corporate office. Dealers and retailers drive sales. Factory situated in 122, Tejgaon in

Dhaka city and warehouse also. Sales and corporate office situated in 7/A New

Eskaton Road in Dhaka city. There are about two hundred and fifty employees in the

organization. About thirty of them are executive position and rests of others are staff

and labors.

It has collaboration with some foreign supplying and trading company. Generally

Anfords Bangladesh produced three types of product

1. Oral hygiene

2. Skin care

3. Hair care

Anfords Bangladesh mainly depends on oral hygiene products. Anfords Bangladesh

has quality products which is market leader of fluoride tooth paste market in

Bangladesh.

Recently Anfords Bangladesh are interested about improvement of their skin care

products because of new demand of skin care product in our country.

Vision of Anfords Bangladesh: To consistently provide remarkably satisfying

quality product to customer that improves the quality of life for customer. To provides

quality life for team member.

Mission of Anfords Bangladesh:

Their mission is to produce and provide quality and most superior product for their

customers and maintain stringently ethical standard in business operation.

3

Goals of Anfords Bangladesh:

Secure the strongest competitive position in market.

Partner with suppliers to deliver value- for-cost procurement for the group and

their customers.

Demonstrate their commitment to sustainable development.

Be acknowledged as a valued and trusted partner in our community.

Be the most recommend stock in our industry.

Company Objective

To offer quality product that is durable and can maintain customer satisfaction.

To keep customer confidence and established an environment of trust.

Encourage research and development section to produce standard and quality

product in order to increase sales and to maximize the profit.

Ensure consistency of variety and supplies of product.

Improve product packaging and presentation.

Contribute to the well being of the people on the process.

Continue development and advancement.

To maximize profit through sales and cost reduction.

The objective of Anfords Bangladesh is to get back its old fame and glory and

introduce itself as a market leader. Every member of the organization is working

according to reach up that goal.

Plan of Anfords Bangladesh:

To establish some market leader product in toiletries market that can act as a

loss leader product of the industry.

To expand the dealers in order to increase sales center.

To increase the market share.

Develop and promote local product.

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To increase production volume in order to minimize the cost.

To contribute various social activities to maximize its reputation and public

relation.

To increase the welfare of employee to get the efficient management team

member in order to develop the management of the organization.

Product Quality :

Anfords strongly believe on product quality. The always manufacture the best quality

products in Bangladesh and collect raw materials directly from the best produce of

Bangladesh And abroad.

Such as Medi Plus tooth paste is recommended from American Dental Society. If we

count five best quality tooth paste in the world we have to must count Medi Plus. In

Bangladesh, every one count sensodyne as a medicated toothpaste. But quality of

Medi Plus and sensodyne is same. There are only one difference between Medi plus

and sensodyne ingredients and that is , sensodyne use 1400 ppm ion and Medi Plus

use 1000 ppm ion. Sensodyne is mainly a western product where food habit of the

people is harmful for teeth, and there climate is also harmful for teeth so, they need

more ion for teeth. But in Bangladesh, we don’t need such this much ion. So, Anfords

use less ion for their product.

MV turmeric soap is another product of Anfords Bangladesh. In this soap there is no

chemical that is harmful for skin. And this is produce from the best quality turmeric

from selective area of Sathkhira. And coconut oil that is also a raw materials for soap

is imported from Colombo in Srilanka. Because this is the best coconut oil in the

whole world.

5

Marketing Department :

A.G.M sales (1)

Sales Manager (1)

R.S.M (3)

Sr. A.S.E (10)

T. S.O (56)

S.R. (260)

The competitors of Anfords Bangladesh

The main competitors of Anfords Bangladesh; according to the marketing manager is

the Rahim cosmetics. But according to the future plan and dealers’ opinion some

import base company is also the competitors of Anfords Bangladesh. But for the long-

term competitors is some multi national company.

Target Market

As mentioned earlier target is middle and higher middle class consumer. Because

producing more effective product that is used in the cure purpose also.

Therefore, Anfords Bangladesh market segmentation under this consideration.

Social class

Income level

Education

Living environment.

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That leads to values, perception, and belief of individual.

Social class:

Upper class

Upper middle class

Middle class Target of Anfords Bangladesh

Lower middle class

Lower class

Income level:

Target customer of Anfords Bangladesh is not in higher or lower position. Actually

they are in middle position.

Customer Income level Yearly incomeHigh 20 lakh to aboveCompetitive 6 lakh to 12 lakhSatisfactory 3 lakh to 5 lakhAbove average 2 lakh to 3 lakhAverage 75000 to 1.5 lakhBelow average Less than 75000

Target income level is---

Satisfactory level.

Above average level.

Average level.

7

Marketing Strategy

Segmentation (nature of customers)

They sell product to the customer or consumers who required quality products and

who will pay premium to get the best product. This means they will actively focus on

opinion leader and local markets. Their main objective is to maximize the sales and to

earn greater profit. That is why they have segmented their markets accordingly to

their customers into three broad categories

- dealer / wholesaler/ retailer

- patient

- regular user

CompanyProduct, Prices

Sales promotion Advertising Sales force Value chain member Relations Direct marketing

Distribution channel

Target customers

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Pull and push strategy

Objectives:

- Strengthen sales team and channel network.

- Strengthen Anfords leading position in the market.

- Improve sales in homeowner segment and get better price and margin.

- Reach every corner of the targeted market and serve the untapped market.

- Build a close relation with the influencer.

- Create top of mind brand awareness.

- improve overall market shares.

Initiatives for pull and push strategy

Pull :

a) Strengthen physician support team: appoint more MPO to build a

strong relation with the influencer and clear the features of the

product.

b) Increase brand awareness: put more advertisement in the TV and

magazine.

c) Change product attributes.

Push :

a) Appoint new retailer and dealer in uncovered area.

b) Appoint few more SR and SE to fill up the backend post and

strengthen the retailer visit.

c) Promotional schemes for retailer and dealer.

d) Awarded the best sales man of the year.

Location and geographical markets :

They have located their factory 122, Tejgaon. This is the central point of Dhaka their

planned volume is selected in board meeting from the beginning of the operation.

Then they concentrate on these marketers which are outside Dhaka city to get a major

role in the market specially Khulna. This market is the most logical for them, because

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the taste of the toothpaste is similar with their water. Most of the product consume in

this market is delivered by the multi national company (mnc).

This means they should have a competitive edge in this market due to a more efficient

than our competitors.

When they are ready to expand their geographical sales areas, they will first

concentrate on the market in the Chittagong area because this area was

uncovered .this also where they have a competitive advantage logistically compared

to their competitors.

Sales promotion:

Sales promotion consist various promotional activities including trade shows, contest,

sample, point of purchase displays, trade incentive and coupon. Sales promotion

expenditures are substantially greater than advertising. The array of special

communications techniques incentives offers several advantages. Promotion can be

used to target buyer, respond to special occasions, and create an incentive for

purchase.

Anfords Bangladesh have offered so many sales promotions. These are trade discount,

closing end discount and target fulfillment discount to its dealer and sales force.

It has some incentive offer to doctors those keep maximum value for buying

potentials. For example, we have medical promotion officer (MPO). Who regular

communicate with doctors and serve them information about product.

Our consumers think that quality product no need any discount so we have no

promotional activities for final consumers. Because we believe in quality and provide

quality in our product.

Sales promotion Activities:

Anfords Bangladesh has some strong sales promotion activities. Those are as follows_

Promotion to consumer targets.

Promotion to industrial targets.

Promotion to value chain member.

Promotion to the sales force.

10

Advertising strategy:

Advertising consists of any form of non personal communication concerning an

organization, product or idea that is paid for by a specific sponsor.

Advertising means communicate with target customer through mass media by an

identified sponsor.

Anfords Bangladesh select some tv channels for communication because of their

target customer.

Script of advertisement is very important for advertising because target customer

encoding level include with this matter.

We believe in brand value so our every advertise is loyal and meaningful. And we

make our advertisement from Indian and Pakistani production house.

Sales force:

Sales force is very important resource for any product marketing. In USA every

company spending about seventy million monthly to maintain its sales force which is

more than their expenditure to maintain and induced sales Anfords Bangladesh

arrange a rewarding ceremony yearly for employees’ performance. In this ceremony

“Salesman of the year” is the most important award. For this reason, every employee

performs better to reach up the better position individually. They provide incentives

also which depends on sales volume. Marketing department got market feedback from

sales force.

Value chain member:

In case of dealers and physician who keeps the value of the product as well as

organizations is the value chain member. Anfords Bangladesh give very importance

of this people. They build the brand image to general consumers.

Distribution channel:

Distribution channel is an important part of the company. They effectively distribute

its product to its entire dealer in all over the country. Vertical relationships occur

11

between producer and marketing intermediaries (wholesaler and retailer). This value

chain member relationship gives the producer access to consumer and organizational

end user. Inter organizational relationships vary from highly collaborative to

transactional ties. A strong collaborative relationship exist a vertical marketing system

in Anfords Bangladesh. These systems are managed by one of the channel member

such as sales manager or distribution executive.

12

Figure : Distribution channel of Anfords Bangladesh

13

Pricing:

The pricing of products performs a key strategic role in many firms because of

deregulation, informed buyers, intense global competition, slow growth in many

markets, and the opportunity for firm to strengthen market position. Price affects

financial performance and is an important influence on buyer’ value positioning of

brands. Price may become Anfords Bangladesh measure for product quality when

buyers have difficulty evaluating complex products.

Market Driven Strategy:

Market Driven strategies of Anfords Bangladesh begin with an understanding of the

market and the customers that from the market. Market driven strategy of Anfords

Bangladesh include

Developing a market orientation.

Leveraging distinctive capabilities.

Finding a match between customer value and organizational capabilities.

Obtaining superior performance by providing superior customer value.

Under leveraging distinctive capabilities Anfords Bangladesh enable firm to

coordinate related activities and employ asset by using skill and accumulated

knowledge. For this reason it is very difficult to duplicate for any other organization.

Capabilities can be classified as outside in, inside out and spanning process. The

creation of superior customer value is a continuing competitive challenge in

sustaining successful market driven strategies. Value is the trade -off of product

benefits against the total cost of acquiring the product. Anfords Bangladesh believes

customer value depends on product differentiation lower prices than competing brand.

The major dimension of market driven strategy of Anfords Bangladesh provide an

essential perspective concerning the development of business and marketing

strategies.

14

Pricing strategy:

Set pricing objective

Analyze the pricing situation.

Select pricing strategy

Determine specific prices and policies

15

Illustrative pricing strategies:

Active strategy

Low relative Price high relative Price

Passive strategy

Among them Anfords Bangladesh used to low passive strategy to determine the price

of their product.

16

Low active strategy

High active strategy

Low passive strategy

High passive strategy

Low passive strategy:

Being a small manufacturer and products have lower cost feature than other

competitors Anfords Bangladesh is using this strategy.

It indicates—

Low price

Less risk

Low expenditure

Large volume of production

Large volume of sales

Easy break-even point.

Factor affecting the pricing Situation

Customer price sensitivity

Competitor likely responses

Product cost

Legal and ethical constraints

Analyze the pricing situation

17

Analysis of buyer’s responsiveness to price should answer the following question:

How large is the product market in term of buying potential?

What are the market segments, and what market target strategy is to be used?

How sensitive is demand in each segment to change in price?

How important are non-price factors such as feature and performance?

What are the estimated sales at different price levels?

Four p’s concept on marketing mix

Fig: 4 p’s of MKT mix.

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Marketing Mix

ProductProduct VarietyProduct qualityDesignFeatureBrand namePackagingSizesServicesWarrantyReturn

PriceList priceDiscountAllowancesPayment periodCredit terms

PromotionSales promotionAdvertisingSales forceWholesalerPainterDirect marketing

PlaceChannelCoverageAssortmentsLocationInventoryTransport

Product:

Anfords Bangladesh has a large number of product lines. Product mainly

separated by three unique titles such as

1) Oral hygiene

2) Skin care

3) Hair care

Under both of product title it has about seventy different products. Those are the

satisfied qualitative product on compare of price.

Among seventy products different product keeps different individual design and

different pack size. For example, Mediplus and mediplus DS. Every tube has an

identified design by color and logo. Each product has to have the different pack

size so that customer can purchase it according to need and purchase ability. Most

of products bearing ingredients chart that convey the massage to customer that

“we are different from any other product”. So Anfords Bangladesh has offer very

flexible option to customer to pursue the taking purchase decision and repeat

purchase.

Price:

Anfords Bangladesh initially offers a price list to its dealers before distribution that is

called trade price. After that they provide discount to dealer. Discount depends on

pack size, price and product line. In case of our country season also vary on discount

policy. Anfords Bangladesh provide special incentive or allowances to its sales people

and dealer after fulfilling the set target. In order to advantage of dealers it has special

credit term and payment period so that they can trade easily and always stayed with

Anfords Bangladesh.

Place:

Place is the very important fact of toiletries marketing. In case of toiletries market are

segmented by place such as city area, town area, semi town area and rural area. In city

and area customer seeks more high quality products because of their income level. In

semi town and rural area customer more purchase brand based products because of

19

their perception. Thus dealers also keeps product according to their place. So

distribution channel, sales team and overall marketing department are working

through place.

Promotion:

Anfords Bangladesh have offered so many sales promotions. These are trade discount,

closing end discount and target fulfillment discount to its dealer and sales force.

It has some incentive offer to physician those keep maximum value for buying

potentials. For example, they have sufficient medical promotin officer (mpo) who are

regular communicate with physician and serve information about products.

Periodically they provide many incentives for whole seller and retailer. But they have

no offer for final consumer in terms of hold their brand value.

And they have tv advertisement. Which contains quality and show periodically.

Promotion strategy:

Communication objectives

Role of promotion components

Promotion budget

Promotion component strategy

Advertising Sales promotion public relation direct

marketing Internet marketing

20

Market Target Positioning strategy

Coordination with product, distribution and price strategies

Communication objective:

Need recognition

Finding buyer

Brand building

Evaluation of alternative

Decision to purchase

Customer retention

Need recognition:

Anfords Bangladesh introduced high quality toothpaste that is fulfilled the market

need. Because they use high quality ingredients for their product.

Finding buyer:

Salespeople of Anfords Bangladesh are always responsible for identifying and

screening the prospects and problems of potential buyer.

Brand building:

According to building the brand image Anfords Bangladesh search information from

buyer through promotion. They are also providing information about the brand to

customer through catalog or leaflet.

Evaluation of alternative:

Promotion helps buyers evaluate alternative brands. Both comparative advertising and

personal selling effective in demonstrating brand strength compare to competing

brand. Anfords Bangladesh careful about competitor strength.

21

Decision to purchase:

Anfords Bangladesh offers several of promotion components to stimulate buyers

purchase decision. Personal selling is often effective in obtaining a purchase

commitment from the buyer of toiletries product.

Customer retention:

Follow up by salespeople and toll free number placed on packages to encourage user

to seek information about product or report on post purchase communication.

Advertising:

Advertising means communicate with target customer through mass media by an

identified sponsor.

Anfords Bangladesh select the only one tv channels for communication because of

their target customer.

Script of advertisement is very important for advertising because target customer

encoding level include with this matter.

Advertising strategy:

Advertising strategy includes _

Setting advertising objectives and budgeting.

Creative Strategy.

Media decisions.

Role of advertising agency.

Implementing the advertising strategy and measuring its effectiveness.

Advertising objective of Anfords Bangladesh:

To exposure of product.

To awareness the people,

22

To change the attitude of customer about product.

To maximize the volume of sales.

To maximize profit.

Budget determination:

Anfords Bangladesh determined very few budget on advertising but it is competitive

being a local company. Budget of advertising expenditure vary on percentage of

company’s profit. In case of Anfords Bangladesh it’s about 2% from yearly profit.

Creative Strategy:

Creative strategies of advertising depend on advertising budget. Two considerations

may influence the strategy selection.

Whether the campaign is intended to maintain or to change market condition.

Whether the campaign will communicate information imagery or symbolism.

The creative strategy is guided by target market and desired positioning of the

product.

Media Scheduling decision:

Anfords Bangladesh marketing department and media agency guides media selection

and scheduling decision.

Medium Vehicle Cost (BDT) Reach CPM

Television 30sec.Prime

time

1000000.00Tk

(3 years)

(Household)

80000000

people

0.012Tk

Bill board, wall

painting etc.

Every where

in

Bangladesh.

500000.00Tk

(5 year)

60000000

people

0.008 Tk

Website or

Online

Banner page,

Add manager,

or marquee.

200000.00Tk

(2 year)

30000 views

per month

6.66Tk

CPM: Cost per exposure.

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Test of Television commercials:

Brand Anfords Bangladesh

Duration of exposure 31 seconds

Script One - way media agency, Ambani plaza,

Mumbai.

Remain 3 years

Types of script Mass perception

Show Time 7-27 pm everyday.

Sales force:

Sales force is very important resource for any product marketing. In USA every

company spending about seventy million monthly to maintain its sales force which is

more than their expenditure to maintain scientist.

Anfords Bangladesh arrange a rewarding ceremony yearly for employees’

performance. In this ceremony “Salesman of the year” is the most important award.

For this reason, every employee performs better to reach up the better position

individually. They provide incentives also which depends on sales volume. Marketing

department got market feedback from sales force.

Anfords Bangladesh used to the trade selling method to sales their products because

of product genre. This form of selling provides assistance and support to value chain

members rather obtaining sales. Marketing through wholesalers, Retailers, or other

intermediaries providing merchandising, logistical, promotional, and product

information assistance.

Managing the sales force:

Anfords Bangladesh ltd. Effectively mange its sales force by using following

methods__

Finding and selecting sales people.

Training

Supervising and motivating sales people.

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Finding and selecting sales people:

The Executive of sales department indicated that three most success characteristics of

sales people are_

Being customer driven and highly committed to the job.

Accepting direction and cooperating as a team player.

Being motivated by ones peers, financial incentives, and one self.

Training:

Anfords Bangladesh has a formal training program for sales peoples developments.

The training program include_

Type sales job.

Size of firm

Product complexity

Experience of new sales people.

Selling concept and technique.

Product knowledge

Territory management

Company policies and operating procedures.

Above mention programs are helpful for sales people developments and then

company seek from trained people following output_

Increase productivity.

Improve morale

Lower turnover

Improve customer relation

Enable better management in territory

Sales force evaluation and control:

To evaluate and control the sales people following issues are important__

Unit of analysis.

Performance measures.

Setting performance standard.

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Unit of analysis:

Anfords Bangladesh analysis every unit of sales by segmented market such as every

district or branches. Company focuses on team result. Geographic area is also in

under consideration.

Performance measure:

Anfords Bangladesh used to two types of performance measures control

a) Behavior

b) Outcome

Achievement of the sales quota mostly used outcome performance measure control of

Anfords Bangladesh.

Some other measures tool are new business generation, market share gain, new

product sales, payment system etc.

Setting Performance standard:

Performance standard vary on employees education and working years. Yet company

set some standard those are as follows_

Market potential.

Intensity of competition.

Difference in customer needs.

Quality of supervision.

Value chain member:

In case of paint dealers and painter who keeps the value of the product as well as

organizations is the value chain member. Anfords Bangladesh give very importance

of this people. They build the brand image to general consumer.

Wholesaler

physician

Sales people

Those are the value chain member of Anfords Bangladesh ltd.

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Direct marketing:

Anfords Bangladesh have no direct marketing through email, official latter and phone

to persuade the target organization to give the order.

Distribution channel:

Distribution channel is an important part of the company. They effectively distribute

its product to its entire dealer in all over the country.

Distribution channel activities of Anfords Bangladesh ltd.:

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Supplier

R & D Section

Production section (factory)

Marketing Department (Sales section)

Wholesaler

Retailer

Consumer

Strategic Marketing planning process :

The Boston consulting group (BCG), a leading consulting firm developed and

popularized the growth share matrix, which shown in below:

85% Star

Question mark

?

10%

8% CashCow

6%

4%

2%

Dog

0% 10x 2x 1.5x

1x .5x .4x .3x .2x .1x

Market growth rate

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RELATIVE

MKT

SHARE

Question mark:

Product that operates high growth market but have low relative market share.

Question mark requires lot of cash because it wants to overtake market leader. In case

of Anfords Bangladesh soap and some other hygienic based products are in question

mark level. So company should have to spend more on such types of product

development to beat the competitor.

Star:

The leader of product with high-growth market. Product seek invest heavily to fight

with competitor. hygienic based toothpaste such as Medi plus toothpaste and anti-lice

shampoo like some other products are in star mark level. Anfords Bangladesh leading

the hygienic toothpaste market. They are very careful about their duty according to

stay in position.

Cash Cow:

Product with falling growth rate that still have the largest market share. The company

does not have to finance expansion on this product. Company should take present

profit from this product and invest on another product. In case of Anfords Bangladesh

cash cow product is Every Day toothpaste. Company those are taking profit from that

types of products and not spending further for development.

Dog:

Product that have weak market share and low growth rate. Management will take

executive decision about this product. It should be modify or quit from market. MV

uptan is this kind of product for Anfords Bangladesh.

29

SWOT analysis:

SWOT stand for,

S = Strength

W = Weakness

O = Opportunity

T= Threat

What is our strength in the market?

What is our weakness in the market?

What is our opportunity?

And

What is our threat?

Example in case of Anfords Bangladesh,

Strength:

Anfords Bangladesh is a quality product since 1992. Therefore, Anfords Bangladesh

is well experienced in market.

Weakness:

Lack of enough quality products, new products according to customer needs and

technology to fight with competitor.

Opportunity:

It has enough opportunity to grow because of it is highly introduced to customer and

producing locally with very low cost of both labors and employee.

Threat:

Rahim cosmetics is now main threat. Because most of the employer of Rahim

cosmetics is leave from Anfords Bangladesh. So they know about the secret and plan

of Anfords Bangladesh.

SWOT analysis depends on companies’ objective and management findings.

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Brand loyalty

When customers become committed to accept the products. Brand loyalty is a

result of consumer behavior and is affected by a person’s preferences. Loyal

customers consistently consume products from Anfords product. Regardless

convince or price. Organization will often use different marketing strategies to

develop loyal customers. Be it is through by trials and incentives.

Quality control

Anfords Bangladesh quality control is very high. Management has the carefully

control their quality because product made by chemical that is very perishable.

According to the managers of research and development section ensures that the

products are update on a routine basis.

They always import qualitative raw materials and carefully handle the packaging.

Supplier :

Anfords Bangladesh believe in quality. So, they know that the best quality product

manufacture only from the best raw materials. So, Anfords carefully handle the

supply system and supplier.

The total chemical of toothpaste is imported from England. And coconut oil from

Colombo. Turmeric collected from selective area of Satkhira. Anfords have a

contract with those farmers. They must sell their turmeric to the Anfords.

Sometime they take advance from Anfords.

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Product line of Anfords Bangladesh with price

Serial

no.

Product Name Pack Size MRP

(BDT)

WP(BDT) DP(BDT)

1. Mediplus

toothpaste

140 gm 78.00 69.00 64.40

2. Mediplus

toothpaste

70 gm 52.00 45.50 42.70

3. Mediplus toothpaste

40 gm 32.00 27.50 25.80

4. Everyday

Freshmint

100 gm 28.00 22.50 20.70

5. Everyday

Freshmint

200 gm 45.00 40.00 38.20

6. Everyday

Supermint

100 gm 28.00 22.50 20.40

7. Everyday

Supermint

200 gm 45.00 40.00 37.70

8. English anti-lice

Shampoo

100 ml 84.00 72.50 68.20

9. English anti-lice

Shampoo

8 ml 8.00 6.33 6.05

10. English anti-lice

Soap

75 gm 30.00 25.00 23.40

11. English anti-lice

Soap

40 gm 18.00 15.75 14.90

12. MV Uptan

Turmeric Soap

90 gm 36.00 30.00 28.10

13. MediPlus DS 140 gm 128.00 113.00 97.50

14. MediPlus DS 90 gm 86.00 75.00 72.20

15. MediPlus DS 40 gm 46.00 40.00 38.30

16. MediPlus DS 100 gm 43.00 37.00 34.60

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MRP = Maximum retail price.

WP = Wholesale price.

DP = Dealer price

Policy of creating a dealer

One of their significant marketing policies is to increase the number of dealers and

retailers to increase the sales performance. Though they are directly selling and

supplying from their manufacturer plant, they already have an initiative of creating

more dealers and retailers sell from their sales centers.

How a dealer is created :

0 Make a deposit of balance tk 2,50,000

0 After depositing the amount he will get product tk.3,00,000

0 For further purchase he will have to clear the outstanding (tk. 50,000) first and then

can place an order for his requirements.

0 A fixed target should be achieved defined by the company. And it is depends to the

place and size of the market.

0 If he will able to fill the target, then he will get discount of 1% of total sales from

the company.

0 Then he will get a dealer certificate.

How a retailer is created :

0 There must be a valid existence of his business.

0 Our sales representative convince them to keep the product.

0 Credit facilities available if dealer agree.

0 A fixed target should be achieved defined by the company.

0 If he will be able to fill the target, then he will get a special discount.

0 For being an exclusive he must have sell the Anfords products in a regular

basis.

Sales and Market share

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According to the Executive Director, Anfords Bangladesh Ltd; it has monthly sales

about 26000000 BDT. The estimated growth per dealer outlet is 3 % while expected

sales growth is 5 %.

According to the sales manager in coming rainy season a loss expected for a particular

period. Rainy season is very sensitive period for Anfords Bangladesh Ltd.

It has about 85% market share in hygienic toothpaste market.

(BDT in billion)

Sales (tk)in billion

2.73 2.61 2.552.77 2.8

2.4 2.29 2.43 2.572.76 2.78 2.81

0

0.5

1

1.5

2

2.5

3

January March May July September

November

Month Sales (tk) January 2.73 February 2.61 March 2.55 April 2.77 May 2.80 June 2.40 July 2.29 August 2.43 September 2.57 October 2.76 November 2.78 December 2.81

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Customer satisfaction survey

The year 2010 and 2011 showed relatively low growth in the toothpaste sector due to

the on going recession problem. Nevertheless, customer care department withered the

rough weather and excelled in all its performances. Realizing that one more product

was the need for Bangladesh. Anfords company launched “ Medi plus DS”. The high

quality of Anfords Bangladesh and the highest confidence of Anfords valued

customer are testimony to our product gaining substantial market in a short time.

As a part of Anfords relentless effort to improve Anfords Bangladesh customer care

service, I tried to find out from customers what they think about the product. If

product had any flows or problem then we asked customers to point it out so that

Anfords can solve it to satisfy customer wants moreover it helped me as I could use

the information to improve our services and support the customer in the future. So, to

know about the customer’s satisfaction level I prepared a questionnaire on which I did

a survey. After survey i did an analysis which is mentioned in the following section.

1. Why did you choose Anfords as your brand of toiletries? ( you can list

multiple reason )

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From the graph I can say that out of 46 customers15 customer choose Anfords as their

brand of toiletries for best quality and 10 customers choose Anfords as their brand of

toiletries for good quality were as 9 customers choose as their brand for multinational

brand.

2. please list the brand (s) you are currently dealing with ? how satisfied are

you with the brands in the scale of 1 to 10 : (10 being he highest point)

From the above graph , I can say that out of 46 customers, 12 customers give the

highest point and 8 customers give 9 point. I can say that overall brand satisfaction

level is good.

3. why do you think Anfords price is higher in the market ?

From the above graph , I can say that out of 46 customers, 13 customers Anfords price

is higher in market because of good quality and 7 customers think Anfords price is

higher in the market because of best quality. 1 customer think that Anfords price is

higher.

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4. How do you perceive Anfords quality compared to other brand (s) you have

used in the past ?

From the above graph , I can say that out of 46 customers, 36 customers perceive

Anfords quality is the best in the quality available in the market compared to other

brand(s) and 8 customers perceive Anfords quality is at par with some high quality

brands, not superior.

5. Are you satisfied with Anfords pricing policy ?

From the above graph I can say that 26 customers are satisfied with Anfords pricing

policy and 16 are not satisfied.

6. In your experience Anfords product quality has :

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This graph shows that out of 46 customers, 25 customers say that Anfords product

quality has increase from their experience and 17 customers say that Anfords product

quality has been maintained at a high level from their experience. 1 customers say that

Anfords product quality has fallen to lower level from their experience.

7. Please name the sales executive and/or Sales representative you deal with

and how he performed

From the above graph that I can say that out of 46 customers, 39 customers say that

Sales executive performance is excellent in the market compared to other companies 7

customers say that Sales executive performance is good in the market compared to

other companies.

8. Have you use the product from Anfords except Medi Plus.

A)

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B)

From the above graph that I can say that out of 46 customers, 21 customers say that

they used Anfords product except Medi Plus and 25 customers say that they did not

use another product of Anfords. Out of 21 customers, 11 customers think that other

product’s quality is excellent and 9 customers think that quality of other product is

good.

From the collected data it can be concluded that the overall satisfaction is good.

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Corporate Social Responsibility (CSR)

Only Anfords produce the medicated toothpaste in Bangladesh. If they are not

manufacture this kinds of product we have to import this kinds of product from

abroad. So, in this sense they saves our money. Anfords Bangladesh contribute for the

society in many ways –

Tax payer : Anfords paying their tax in a regular basis. And contribute in our

economy by also paying customs charges.

Free Dental check-up : Per month they arrange a free dental check-up program in a

selective school or college. Last month they provide in Methodist international

school, Mirpur-1.

Dental Seminar : Every year they arrange a Dental Seminar. That was operate by

South Asian Dental Society (SADS). Above thousand of Physicians attend here. And

share their experience and new technology.

Donation : Anfords every year donate a big amount for development of some

Madrasah, Mosque, School, College etc.

Welfare : They are take steps for develop the life styles of their farmers. Such as

education, health etc.

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Findings and recommendation

During my internship I worked at various segments of customers such as – dealers,

retailers, physician, customers and others it was my great opportunity to work with

various people with various natures that a time I found a portion of their customers

expressed dissatisfaction regarding some of these major dissatisfaction of the

customers are :

1. This is quality based company.

2. Anfords Bangladesh at present relies more on profit and less on reputation.

3. Poor incentive in comparison with other company.

4. Lack of responsiveness.

5. Anfords Bangladesh still not able enough to satisfy every types of customer.

6. Higher price compare to other competitors.

7. Sometime more prices show more quality of product. So less product prices

representing it’s less quality of product.

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Conclusion

It is a great pleasure for me to have the internship program in Anfords Bangladesh Ltd. However, it couldn’t be possible for me to compare the theoretical knowledge with the theory involves identifications of weakness in the branch activities and making recommendations for solving the weakness identified. And it is well established that theory without practice is blind. During the internship program haveobserved almost all the functions of marketing and sales department of Anfords Bangladesh Ltd. That may help me a lot to become a professional employee in the future. Objective of the internship program may not be fulfilled with complete satisfaction. However, highest effort has been given to achieve the objective of the internship program.

During the internship I found that the Marketing and Sales Department always tried to supply the best quality product within the range of customers. The company tries a lot to help general people so that each and every one can able to find out the best quality product.

Out of the above discussion a conclusion can be drawn saying that, the customer dealing procedure is quite well at this moment and the computerized transaction makes the system efficient and effective.

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Bibliography :

1. Marketng Research by Bhattahargee, Durgadas2. Principles of Marketing by Kottler, Philip3. www.anfordsbangladesh.com 4. www.mediplustoothpaste.com

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Appendix

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Customer satisfaction survey

Questionnaire

Dear

As a part of our relentless effort to improve our services to our customers, we need your feedback to even better ourselves in all aspects t satisfy your needs.

Results of this survey will be confidential. Moreover, it will be extremely helpful to further improve our services and support to you so, please take this time and fill out the following questionnaire.

Why did you choose Medi Plus as your brand toothpaste ? (you can list multiple reasons)

Please list the brand(s) you are currently dealing with ? how satisfied are you with the brand (s) in the scale of 1 to 10: (10 being the highest point)

Serial Brand Usage of tons Satisfaction scale Your comment1.2.3.4.5.

.

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What do you like the most about Anfords products and why/ (you can list as many)

How do you perceive Anfords quality compared to other brand(s) you have used in the past / (tick one)

0 The best in quality available in the market0 At par with some high quality brands. Not superior0 Lower than other brands0 This is my first time using toothpaste/product

In your experience Anfords quality has : (Tick one)

0 Increased0 Been maintained at a high level0 Fallen to lower level0 This is the first time I used Anfords product

Compared to other companies, Anfords order processing is better : True False

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If false, why?

Please name the sales executive and/or sales representative you dealt with and how he performed in the scale of 1 to 10/ (10 being the highest point)

Name of the sales executive or sales representative :

Performance: 0 Excellent 0 Good 0 Satisfactory 0 Very poor

What do you think Anfords price is higher in the market ?

Are you satisfied with Anfords pricing policy ?

0 Yes 0 No

If no, please specify the changes you think would be necessary ?

Have you used the another product except Medi Plus toothpaste ?

0 Yes 0 No

If yes ,what do you think about it / (Tick one)

: 0 Excellent 0 Good 0 Satisfactory 0 Very poor

What made you buy Anfords products ?

- References from retailer

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- References from physician- Sales approach- Sales efforts of company- References from friends/family- Advertising in media- Press coverage- Others (specify)

Any other comments, suggestion you can think of which will help us improve our services and quality to our customers in the future ?

Thank you for making the time to fill out our survey. We appreciate it.

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