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Transcript of Willow Nature Secrates
An Internship ReportOn
Consumer Perception(Trade and Final Consumer)
Of
Nature’s Secrets
University Of Development Alternative (UODA)
Consumer Perception
(Trade and Final Consumer)
Of
Nature’s Secrets
Submitted to:
SHAMIM AHMED
Assistant Professor
Department of Business Administration
University of Development Alternative
Submitted by:
Sajia Islam Willow
Id-20081590
Batch-19th
Bachelor of Business Administration (BBA)
Major: Marketing
University of Development Alternative
Date of submission: 14/5/2012
2
Letter of Transmittal
Date:
Shamim Ahmed
Assistant Professor
Department of Business Administration
University of Development Alternative (UODA)
Subject: Submission of internship report.
Dear SIR,
It was great pleasure for me to get an opportunity to work practically in Nature’s
secret’s and prepare an internship report on “Consumer Perception (Trade and Final
Consumer) Of Nature’s Secrets.”. For the fulfillment of BBA program, I was sent to
Nature’s Secrets for three months internship program. I was guided & supervised by
honorable teacher Shamim Ahmed Assistant Professor Department of Business
Administration University of development alternative during the internship program
as well preparing this report. It expresses my gratitude to you for proving me the
opportunity to learn about the FMCG market. In spite of various shortcomings, I have
devoted my best effort to gather information & prepare this report. Though I have
tried to provide my best attempt to prepare this report, there may have some sort of
inadequacy. I hope and wish that, you will appreciate my endeavor and find the report
up to your expectation.
Thanking you
Respectfully yours
Sajia Islam Willow
ID- 20081590
BBA, 19th Batch
Major in Marketing
3
Acknowledgement
Fist of all I am grateful to almighty Allah for blessing me in completing the report.An
individual without help of others can achieve no noble achievement.
I feel proud to express my gratitude from the core of my heart to department of BBA
for granting me the permission to take up practical orientation in nature’s secrets. I am
also grateful to them for giving me valuable advises and suggestion to complete the
whole thing a right manner.
I am deeply indebted to my internal supervisor Shamim Ahmed for his stimulation
inspiration astute guidance, valuable suggestion, sagacious advices and whole-hearted
supervision to me during the practical orientation period. His suggestions and
guidance’s has made the report a good one.
I am also very grateful to honorable Mr. Atula Bandara brand manager of nature’s
secrets for their priceless advice, kind effort and time to prepare my report.
I also would like to thank to all the officers of nature’s secrets for giving me their
valuable time. I also thank to all of my friends who also helped me a lot to prepare
this report.
And finally, I would like to say that I have tried to prepare this report accurately.
However there might be some errors and mistakes. So I seek your kind consideration,
as I am the process of learning.
Sajia Islam Willow
4
Declaration
I am Sajia Islam Willow, a student of Bachelor of Business Administration,
University of Development Alternative, hereby declare that the internship report titled
“Consumer Perception (Trade and Final Consumer) Of nature’s secrets.”, is
prepared after the completion of my internship at kamal Ataturk avenue under the
intensive supervision and Guidance of shamim ahmed Assistant Professor, University
of Development Alternative
I also declare that the internship report is prepared for academic purpose only.
Sajia Islam Willow
BBA (Major in Marketing)
Batch: 19th
ID: BBA 20081590
Bachelor of Business Administration
University of Development Alternative
In my capacity as supervisor of the candidate’s Internship Report, I certify that the
above statements are true to the best of my knowledge.
Signature
Assistant Professor
SHAMIM AHMED
Department of Business Administration
University Of Development Alternative
5
Certificate of Approval
This is to certify that the internship Report on “Consumer Perception (Trade and
Final Consumer) Of NATURE’S SECRETS.” submitted for the partial completion
of Bachelor of Business Administration (BBA) degree from University Of
Development Alternative Bangladesh. Sajia Islam Willow, ID: BBA 20081590 has
done this report under my supervision. No part of the internship report has been
submitted for any degree of title recognition before. I wish it will help her for her
future career.
She is permitted to submit the report.
Signature
Assistant Professor
Shamim Ahmed
Department of Business Administration
University Of Development Alternative
6
Preface
Practice makes a man perfect. In order to earn something more, one has to cultivate
his field of study. The study entitled “Consumer Perception (Trade and Final
Consumer) Of NATURE’S SECRETS.” Is an attempt to evaluate the cause and
ways of removing this problem and get suggestion about this aspect.
I express my gratitude to my honorable teacher Shamim Ahmed Assistant Professor,
University of Development Alternative. The success of this report greatly depended
on his sincere supervision. I would like to convey my sincere gratitude to the officers
of the nature’s secrets. Who have extended their fullest co-operation during the
preparation of my paper?
However, I personally remain responsible for my shortcoming in my paper. My effort
will be meaningful if the paper serves the purpose effectively.
Sajia Islam Willow
7
Executive summery
Internship program is an integral part of BBA program. After completing of
consecutive 11 semesters, internship program is organized by the department in some
particular organization to give practical knowledge. Along with the theoretical
knowledge, such practical knowledge is very much important for Business students.
Since I have done my Major on Marketing. So I chose nature’s secrets that are the
largest private company in Bangladesh, to carry out my internship & my topic of
intern was selected, which is “Consumer Perception (Trade and Final Consumer)
Of Nature’s Secrets. The report consists of eight chapters. Chapter one, describe the
Introduction, Background of the study, Objective of the study, Duration of the study,
Limitation of the study. In Chapter two I tried to describe the Objective of the
company, Background, Company Profile etc. In chapter three I describe Marketing
Mix of Nature’s Secrets chapter four SWOT analyses of organization.Chapter five I
describe Findings. Chapter six Recommendation, Conclusion, and Chapter seven I
give some Questioners about my research. At last Bibliography.
8
Chapter Topics Page No
Chapter 1
Introduction
1.1 Introduction1.2 Background of the Study 1.3 Objectives of the Study 1.4 Duration of the Study1.5 Methodology1.6 Limitation of the study
11-17
Chapter 2
An Over view of Organization
2.1 History 2.2 Objective of the company2.3 Background 2.4 Company Profile
17-20
Chapter 3Marketing Mix of Nature’s Secrets3.1 Existing Products of Nature’s Secrets3.2 Details about Some Important Products
3.3 Existing Price of Products of Nature’s Secrets3.4 Difference between company rate and retail price3.5 Comparison of Nature’s Secrets Product with Other Competitors’ product.3.6 Existing Promotional Activities of Nature’s Secrets
3.7 Distribution Policy
20-39
9
Chapter 4 SWOT Analysis 40-41
Chapter 5 FINDINGS 42-51
Chapter 6Recommendation, Conclusion
6.1 Recommendation 6.2 Conclusion
51-52
Appendix
Consumer preferenceTraders preference
53-57
Bibliography 57
10
CHAPTER –O1
Introduction Part
11
1.1 Introduction
The Nature’s Secrets is a unique herbal cosmetics brand from Sri Lanka. It is one of
the largest and high quality cosmetic exporting brands in Bangladesh. It came into
begin in 2006 and launched products and started exporting their product under
MULTICHEMI BANGLADESH (PVT) LTD.
Inspired by nature, created for you- keeping this in mind; the brand aim at
producing guarantied international quality cosmetics. Inspired by Sri Lanka’s rich
heritage of ancient natural beauty secrets. Nature’s Secrets brings out the best of
nature in the form of modern- day beauty care products.
In this chapter, Background of the study, Objective of the Study, Organization of the
study, Duration of the study, Limitation of the study etc. have been highlighted.
1.2 Background of the Study
The Nature’s Secrets is one of the largest and high quality cosmetic exporters in
Bangladesh. Inspired by nature, created for you- keeping this in mind; the brand aim
at producing guarantied international quality cosmetics quality conscious people of
home and abroad. Since this a product oriented company various kinds of marketing
activities are necessary to operate this company successfully. As a student of BBA
whereas major subject is marketing; practical knowledge about marketing sector is
very much necessary for By doing Internship on this brand it has been possible to gain
practical knowledge about marketing sector. So, the objective of this study is to
achieve practical knowledge about marketing sector so that it may help me in future
by providing experience while I will engage in any marketing related job in any
company.
12
1.3 Objective of the Study
Main objectives of the study are as follows:
* To know the Consumer Perception (Trade and Final Consumer) Of
Nature’s Secrets
* To know the various products and services of the organization
(Trade and Final Consumer).
* To know the activities of the organization.
1.4 Duration of the Study
The total duration of the study was Three month and this duration is from January
22, 2012 to April 22, 2012
1.5 Methodology
In this report the qualitative research procedure is used to collect the information of
the report. The direct approach is utilized to gather the information. Here the
employees of Nature’s Secrets are asked different type of questions relating to the
report to helping the making of this report. The direct approach, the depth interview
which is the method of research procedure, is applied. Here the Assistant General
Manager of marketing department is asked different questions and to explain different
issues in an unstructured, direct and in a personal manner to give his opinion about the
topic of the report.
Primary Sources:
Face to Face conversation with the respective client, officers and staffs.
Structured Survey on customers
Interviewing officers and staffs
13
In-depth study of selected cases.
Sharing practical knowledge of officials.
Related files, books study provided by the officers concerned.
Practical Desk work
Direct observation
Primary data collection through depth interview
Chart 4.1: Methodology of Depth Interview
Secondary data
Secondary data are those data that have already been collected for the purposes other
than problem at hand. In this report both the internal and the external data is used to
collect the information about the Existing Marketing Strategy of Nature’s Secrets. The
internal data have been collected from the available data within the organization such
as Banani Office of Nature’s Secrets. Whereas the external data have been collected
from the external source such as published materials, internet etc.
14
Qualitative Research Procedure
Direct(No
disguised)
Indirect(Disguised)
FocusGroup
DepthIntervie
w
Construction
Technique
Expressive
Technique
Completion
Technique
Association
Technique
Secondary Sources:
Annual Report, Audit Reports of Nature’s Secrets
Relevant books, Research papers, Newspapers and Journals.
Website of nature’s secrets
Vouchers, Instruments, Forms & Circulars
Secondary Data Collection
15
Secondary Data
Internal External
Ready toUse
RequiresFurther
Processing
Syndicated
Services
Computerized
Database
PublishedMaterials
Flow chart of Methodology
Action Plan
Sl
No.
Activities Week-
1-2
Week-
3-4
Week-
5-6
Week-
7-8
Week-
9-12
01 Preparation of
Study
02 Meeting of
Stuff
03 Primary Data
Collection
04 Secondary
Data
Collection
16
Data collection through depth
interview
Data from questionnaire
survey
Data from secondary
source
Raw data
Cross-checking data
Data analysis
Report writing
1.6 Limitation of the Study
When I was running my Internship I faced some problems, which have been
considered as limitation of the study. The limitations are:
Due to time limitation several information about Nature’s secrets cannot be
provided.
Even due to shortage of time, several distributors and retail stores have not
been visited.
The study is mostly based on secondary data. Primary information has been
collected only through depth interview method.
No questionnaire interview has been conducted for this study.
Data collection through Focus Group Discussion (FGD) has not been
conducted for this study. Nature’s Secrets is one of the largest brand in
Bangladesh. It is providing the people of our country the best product at
affordable price. “No compromise with the Quality” is the key policy of the
Top Management.
17
Chapter: 2
Organizational Overview
18
2.1 Introduction
A unique herbal cosmetics brand in world having their own factory-Nature Beauty
Creation LTD in Sri Lanka surrounded by a large cultivation of over 400 varieties of
time tested medicinal plants, is the first herbal cosmetics manufacturer in Sri lanka to
manufacture cosmetics under ISO and European recognized GMP standards. Started
exporting their products in Bangladesh from 2006 under MULTICHEMI
BANGLADESH (PVT) LTD.
Inspired by nature, they have designed the nature’s secrets range of personal care
products using the purest; locally grow natural ingredients directly from their source.
2.2 Objective of the company
To Create a global brand of herbal cosmetics from Sri Lanka by the 2020.to achieve
product excellence and delight customers through total commitment to quality and
service,with a fusion of Sri lanka’s own herbal heritage and modern cosmetology that
offers the best of nature for benefit of people and the environment.
2.3 Company Background
Inspired by Sri Lanka’s 5000 years old herbal heritage. natural ingredients used in
Nature’s Secrets products are grown locally and carefully extracted in nature beauty
creations high tech laboratories, maintaining ISO & GMP standards, ensuring
authenticity, hygiene and freshness. It has started their journey about 20 years ago and
start exporting their product in Bangladesh from 2006 under Multichemi Bangladesh
(PVT) LTD.NOW It is exporting their products in India, German, Thailand, Myanmar
and Bangladesh.
Sri Lanka is a small tropical island in the Indian ocean and enjoys one of the most
bio-diverse eco systems in the world. about 1100 varieties of medicinal plants grow in
19
Sri Lanka,of which 42 are endemic to the island.these plants have been used for
centuries in medicinal,therapeutic and beauty applications in Sri Lanka,which has a
history of over 2500 years.using this exotic beauty secrets and ancient healing art of
ayurveda mixing with contemporary cosmetics technology Nature’s Secrets produce
their products.purest natural oil,herbs,fruits and plant extracts with avant-grade
cosmetic technology creating an unparalleled range of personal care products,their
unique manufacturing process takes place at an ultra-modern production plant under
optimum hygienic conditions,maintaining ISO & GMP standards.the dedicated team
at nature’s beauty creation is supported by cosmetics industry experts from globe to
ensure that quality in maintained throughout their business process
In Bangladesh number of beauty concious population increasing day by day.So there
is vast market for beauty products.keeping this in mind Nature’s Secrets launch their
products in Bangladesh.At first they started exporting in Dhaka metropolitan city
now they are expanded in whole Banladesh.
2.4 Company Profile
Company name Multichemi Bangladesh(PVT)LTD
Brand name Nature’s Secrets
Corporate Headquarter Flat#5b,Ataturk tower (4th floor)
22,Ataturk avenue
Banana, Dhaka 1213
Bangladesh
Factory Millewa.Harana,Sri Lanka
Start exporting in bangladesh 2006
Telephone +88-02-8822449
Fax no +88-028956783
20
e-mail [email protected]
web-site www.multichemi.com
Chairman/managing director Samantha kumarasinghe
Director(Bangladesh) MR. Atul Madura
Bankers Commercial Bank of Ceylon PLC
Marketers Multichemi Bangladesh (PVT) LTD
Workforce Importer-distributor-retailor
Payment terms For distributor-cash/dd/po and for super shop
credit
Deports Chittagong, Sreemangle
21
Chapter: 3
Marketing Mix of
NATURE’S SECRETS
22
3.1 Existing Products of Nature’s Secrets:
Product Name SKU Unit
Cucumber/Carrot/Lotus/Papaya facial wash
100 ml
Cucumber/Carrot/Lotus/Papaya facial wash
210 ml
Cucumber/Carrot/Lotus/Papaya facial wash Tube
100 ml
Cucumber/Carrot/Lotus/Papaya facial wash Tube
50 ml
Cucumber/Carrot/Lotus/Papaya facial wash Bottle
700 ml
Peppermint face wash bottle 100 ml
Peppermint face wash Tube 50 ml
Moisturizing Shower Gel Bottle 210 ml
2K Conditioning/Amla Shampoo 100 ml
2K Conditioning/Amla Shampoo 210 ml
2K Conditioning/Amla Shampoo with pump
700 ml
Rinse Conditioner 100 ml
Rinse Conditioner 210 ml
Vitamin E Cream Tube 100 ml
Carrot/Papaya/Aloe Moisturizing Lotion
210 ml
Carrot/Papaya/Aloe Moisturizing Lotion
100 ml
Carrot/Papaya/Aloe Moisturizing Lotion
700 ml
Carrot/Papaya/Aloe Moisturizing Lotion
4 ltr
Anti Wrinkle Night Cream Jar With Box
50 ml
Under Eye Jar With Box 50 ml
23
Sun & Fun Lotion Tube 80 ml
Sadun Scrub Tube 80 ml
Lotus Whitening Cream Tube 50 ml
Deep Cleansing bottle 100 ml
Deep Cleansing bottle 210 ml
Deep Cleansing Tube 700 ml
Deep Cleansing Tube 4 ltr
Cucumber Skin Toner bottle 225 ml
Cucumber Skin Toner bottle 100 ml
Aloe Vera Gel 94% Tube 50 ml
Aloe Vera Gel 94% Tube 100 ml
Aloe Miracle Foot Care Cream Tube with Box
80 ml
Aloe Miracle Foot Care Cream Tube with Box
35 ml
Shaving Cream Tube 100 ml
24
3.2 Details about Some Important Products
CUCUMBER
FOR OILY SKIN
Cleans, Protects & reduces pimples
Discover the natural beauty of your skin with Nature’s Secrets facial wash.100% soap
free,with a skin friendly Ph of 5.5-6,daily use of this facial wash reduces excess
oiliness of the skin,reduces pimples.rich in the goodness of cucumber % skin friendly
cleansers,it cleans and revitalizes,leaving your skin looking fresh and radiant
25
CARROT
FOR NORMAL TO DRY SKIN
Cleans, moisturises & reduces drying of skin
Daily use restores essential moisture and prevents drying,giving a “new age” to your
skin.rich in moisturizers,skin friendly cleansers and natural Vitamin A from carrot,it
cleans and revitalizes,leaving your skin looking young,fresh,radiant
Available in 50 ml, 100ml & 225 ml bottles
26
LOTUS WHITENING
For normal to dry skin
Cleans, moisturizes, protects & lightens skin tone
Lotus flower extract effectively assists in whitening your skin tone while reducing age
spots,pigmentations,blemishes and uneven skin tone.
This soap free facial wash gently removes oils,grime, and make-up,without drying the
skin while maintaining natural moisture balance.it also contains natural extract of
Licorice(Glycyrrhiza glabra L) and Nut-grass(Cyperus rotundus L) That nourish and
lighten the skin for radiant and younger looking face
Available in 50ml %100ml bottles.
27
ALOE VERA 94%
For all type of skin
Revitalized with Aloe Vera
Enriched with aloe vera moisturize while it cleans,this clears out deep seated
impurities that daily penetrate the skin.it also removes all traces of make-up.regular
use helps to alleviate blackheads and clogged pores.
Available in 100ml and 225ml bottle
28
SANDUN SCRUB
For all type of skin
For fresh & invigorated complexion
Gently exfoliates dead skin while retaing natural moisture of the skin. Removes
excess oil and make-up. Clears the pores of impurities. Enhances skin complexion.
Nature’s Secrets sandun scrub with its distinctive blend of sandalwood, kokum and
veivel removes dead skin and impurities to give you soft, smooth, invigorated skin.
The sandalwood in this unique formula refreshes and stimulates your skin; kokum
brightes your complexion while venivel protects your skin from harmful bacteria. The
combine effect of these natural ingredients leaves your skin looking and feeling clean,
smooth, and healthy.
Available in 50ml, 150ml jarand 80ml tubes
29
VITAMIN E CREAM
FOR ALL TYPE OF SKIN
For soft, supple & revitalized skin
Reduces visible signs of ageing. maitains skin’s natural moisture balance. Noirishes
skin making it soft and supple Available in 50ml, 150ml jars, and 100ml tube 250ml
bottles
SUN & FUN
For all type of skin
UVA & UVB protection
Shields skin from UV radiation for an extended period. Restores skin’s moisture
balance. Reduces age spots. Protects against wrinkle formation. Enhances skin
elasticity.
Available in 80ml tubes & 100ml bottles
3.3 Existing Price of Products of nature’s Secrets
30
Product Name SKU Unit MRP(tk)
Cucumber/Carrot/Lotus/Papaya facial wash
100 Ml 140
Cucumber/Carrot/Lotus/Papaya facial wash
210 Ml 240
Cucumber/Carrot/Lotus/Papaya facial wash Tube
100 Ml 150
Cucumber/Carrot/Lotus/Papaya facial wash Tube
50 Ml 95
Cucumber/Carrot/Lotus/Papaya facial wash Bottle
700 Ml 600
Peppermint face wash bottle 100 ml 150
Peppermint face wash Tube 50 ml 100
Moisturizing Shower Gel Bottle 210 ml 200
2K Conditioning/Amla Shampoo 100 ml 100
2K Conditioning/Amla Shampoo 210 ml 480
2K Conditioning/Amla Shampoo with pump
700 ml 175
Rinse Conditioner 100 Ml 100
Rinse Conditioner 210 Ml 175
Vitamin E Cream Tube 100 Ml 140
Carrot/Papaya/Aloe Moisturizing Lotion
210 Ml 180
Carrot/Papaya/Aloe Moisturizing Lotion
100 Ml 95
Carrot/Papaya/Aloe Moisturizing Lotion
700 Ml 575
31
Carrot/Papaya/Aloe Moisturizing Lotion
4 Ltr 2700
Anti Wrinkle Night Cream Jar With Box
50 ml 170
Under Eye Jar With Box 50 ml 150
Sun & Fun Lotion Tube 80 ml 160
Sadun Scrub Tube 80 ml 120
Lotus Whitening Cream Tube 50 ml 130
Deep Cleansing bottle 100 ml 120
Deep Cleansing bottle 210 ml 200
Deep Cleansing Tube 700 ml 600
Deep Cleansing Tube 4 ltr 3000
Cucumber Skin Toner bottle 100 ml 120
Cucumber Skin Toner bottle 225 ml 225
Aloe Vera Gel 94% Tube 100 ml 270
Aloe Vera Gel 94% Tube 50 ml 140
Aloe Miracle Foot Care Cream Tube with Box
80 ml 150
Aloe Miracle Foot Care Cream Tube with Box
35 ml 85
Shaving Cream Tube 100 ml 120
3.4 Difference between company rate and retail price
32
(Some products have been highlighted as example.)
Product Company Rate (Tk.)
MRP (Tk.)
Difference (Tk.)
Cucumber/Carrot/Lotus/Papaya facial wash
116 140 24
Peppermint face wash 100ml bottle 125 150 25
Sun & fun lotion lotion 80ml tube 133 160 27
Sadun scrub 80ml tube 100 120 20
Deep cleansing 100ml bottle 100 120 20
Aloe gel 94% 100ml tube 225 270 45
Shaving cream 100ml tube 100 120 20
Here it has been observed that the difference between company rate and retail price
varies on the basis of product’s category. The differential amount is divided into two
portions, one for distributors and another for retailer. Their profit depends on this
differential amount.
3.5 Comparison of Nature’s secrets Product with Other Competitors’ product on
the Basis of Market Price
For this portion comparison of all products with nature’s secrets cosmetics are not
possible. So, only six items has been shown here:
Cucumber Facial Wash
NATURE’S
SECRETS
SKU MRP
(Tk.)
Competitor’s
Products
SKU MRP
(Tk.)
Cucumber facial
wash
100ml 140 200 100 ml
33
Here it has been found that both a type of facial bottles, but the price is different. On
the other hand the quality of both products is same. So, the findings are nature’s
secrets provide better quality at lower cost.
Deep cleansing milk
Nature’s
secretsCosmetics
Ltd.
SKU MRP
(Tk.)
Competitor’s
Products
SKU MRP
(Tk.)
Deep cleansing
milk of nature’s
secrets
100ml 120 180 100 ml
Here the price and quantity of both products is same. Nature’s Secrets do not charge
more prices for similar product then its competitor’s product.
34
1k Conditioning/Amla Shampoo
NATURE’S
SECRETS
SKU MRP
(Tk.)
Competitor’s
Products
SKU MRP
(Tk.)
Amla shampoo 100ml 170 200 100ml
Here it has been found that both types of products contain 100 ml, but the price is
different. On the other hand the quality of both products is same. So, the findings are
that nature’s secrets provide better quality at lower cost.
Shaving cream
Nature’s
secrets
SKU MRP
(Tk.)
Competitor’s
Products
SKU MRP
(Tk.)
Shaving cream 100ml 120 180 100ml
35
Here the price and quantity of both products is same. Nature’s secrets do not charge
more prices for similar product than its competitor’s product.
Lotus Whitening Cream
NATURE’S
SECRETS
SKU MRP
(Tk.)
Competitor’s
Products
SKU MRP
(Tk.)
Lotus whitening
cream
50 ml 130 140 50ml
As it is seen in the diagram that the price of nature’s secrets whitening cream is quite
less than that of soap though the volume and quality are same.
Cucumber skin toner
Nature’s secrets SKU MRP
(Tk.)
Competitor’s
Products
SKU MRP
(Tk.)
Cucumber skin
toner
100 ml 120 200 100 ml
36
Here the price and quantity of both products is same. Nature’s secrets do not charge
more prices for similar product then its competitor’s product.
3.6 Existing Promotional Activities of nature’s secrets
Advertising
Any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor.
Examples: Print ads, radio,billboard, direct mail and catalogs, , in-store displays,
posters, Web pages, banner ads, and emails.
Nature’s secrets provides advertisement in several commercials such as:
Personal selling
37
Advertising
News Papers
Radio Billboard Magazine
A process of helping and persuading one or more prospects to purchase a good or
service or to act on any idea through the use of an oral presentation.
Examples: Sales presentations, sales meetings, sales training and incentive programs
for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via
telephone.
Nature’s secrets have conducted personal selling. The Sales Officers (spo) of Nature’s
secrets reach to every retail shop in order to recognize their products and also to
collect order.
Sales Promotion
Incentives designed to stimulate the purchase or sale of a product, usually in the short
term.
Examples: Coupons, contests, product samples, trade shows, trade-ins, and
exhibitions.
Nature’s secrets have been provided two types of sales promotion- (a) Customer –
Oriented Sales Promotion (b) Trade – Oriented Sales Promotion.
Customer – Oriented Sales Promotion
It is targeted to the ultimate users of a product or service and includes couponing,
sampling, rebates, contests etc. These promotional tools encourage customers to make
an immediate purchase and thus can stimulate short term sales.
Nature’s secret offers to its customers the following promotions:
1. One (1) piece carrot facial wash (120ml) free with two (2) piece of two piece
cucumber facial wash (100ml).
2. One (1) piece amla shampoo (100ml) free with one (2) piece of
amlashampoo(700ml)
3. One(1) piece shaving cream(100ml) free with deep cleansing 4ltr
38
Trade – Oriented Sales Promotion
It is targeted toward marketing intermediaries such as distributors, retailers. Price
deal, sales contests etc. are some of the promotional tools.
Nature’s secrets offer to its retailers the following promotions:
1. Offering commission for better service
2. Providing free products for buy another product in large volume
Public Relations
Non-paid non-personal stimulation of demand for a product, service, or business unit
by planting significant news about it or a favorable presentation of it in the media.
Examples: Newspaper and magazine articles/reports,radio presentations, Charitable
contributions, speeches, issue advertising, and seminars.
3.7 Distribution Policy of
Distribution Process:
39
FACTORY
DISTRIBUTOR
RETAILER
CUSTOMER
Chapter: 4
SWOT Analysis
4.1 SWOT Analysis:
SWOT Analysis is an important tool for evaluating the company’s Strengths, Weaknesses,
Opportunities and Threats. It helps the organization to identify how to evaluate its
Perception and scan the macro environment, which in turn would help the organization to
navigate in the turbulent ocean of competition. The SWOT analysis of nature’s secrets is
presented below:
40
Strength
Weakness
Opportunities
Threats
41
STRENGTH
Very much concerrned with quality of its productsMaintains freshness of its productsSkilled workersEmployees are sufficient educatedOffers products at affordable priceBelieves in purityHerabal based
WEAKNESS
Export dutiesGovernment regulationWeak delivery system provided by distributors Unskilled Delivery Officer appointed by distributorsSmall product variety
OPPORTUNITY
People of Bangladesh getting concious about their beautyLack herbal based product in existing marketNew product will be found in the market within few days
THREATSPlitical unrestLocal and foreign competitors in this busuness
Chapter: 5
FINDINGS
5. Findings:
Nature’s secrets has been standing as an emblem of the purity and cleanliness and
offering the purest and cleanest and the most effective cosmetics products to its huge
and vast markets throughout Bangladesh. The commitments of the company are:
Honesty and integrity: they are open and honest with their
employees, customers and all other stake holders, and firmly believe in
maintaining the highest level of integrity and trust at all time
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Uncompromised quality: they will not compromise quality at any
cost and are committed to providing product and services to delight
customers
Courage and determination: they are highly focused and courageous
in all their endeavours. Every challenge they fought with sheer
commitment and determination.
Together and respect: they live in strength of togetherness, working
towards one vision powered by teamwork, compassion, equality and
mutual respect
Global wellbeing: in all business decision they take, every attempt is
made to ensure that they do not harm our society and environment.
The company began its journey with most modern and sophisticated machineries and
adopted latest technologies and within a short time, has occupied a glorious position
in the cosmetics market. Cosmetics products are manufactured with the finest
ingredients of highest quality and marketed with attractive packaging. The brand has
obtained ISO & GMP standard for quality control and quality assurance. The brand
understands that the quality of its products is not only a reflection of the company but
also of its valued customers. Nature secrets are passionately committed to develop
products at finest quality at an affordable price. We provide free training and
development to enhance the standards of the professionals involved in the beauty
culture industry.
Nature’s secrets are inspired by nature and as such they place paramount importance
on environmental protection. The state of the art factory is surrounded by large fertile
herbal plat garden and recycled waste water is used for agricultural purposes therein.
Nature’s secret’s products are not tested on animal, as they believe it to be unethical
and unnecessary pract ice
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They are people oriented and believe that people are coring of their business. From
their employees to their customers. They believe in value the contribution of each
their stakeholders, giving back to the communities they work with
Consumer preference
1. Do you know about Nature’s Secrets Products?
YES NO98% 2%
Decision: Almost all people know the nature’s secrets products.
2. From which sources you have known about nature’s secrets product?
Decision: From the above percentage we see that newspaper and hand Bills
advertising are very low, so it needs to improve.
3. Do you think that the above mention advertising of Product nature’s secrets
influence you?
YES NO
70% 30%
Decision: Most of the people say positively.
4. Who recommended you to use the product?
Friend Self Sales Representative Relative
20% 40% 30% 10%
Bill Board Newspaper Hand Bills/ Poster
70% 20% 10%
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Decision: Need to improve Sales Representatives visibility to influence the
Product.
5. Which Product you prefer to use? (If your answer A than continue 7-9
Question if NO than ignore it)
Face
wash
Toner Cleansing milk Aloe gel
70% 7% 9% 14%
Decision: Quality of toner and cleanser are very low. So it need to improve
the quality.
6. Which Type of face wash is you use?
cucumber carrot
60% 40%
Decision: We find out most of the people use nature’s secrets cucumber facial
wash but another product needs to improve.
7. Which prices are you satisfied?
120 90 100 110
30% 40% 16% 14%
Decision: Price of the product of 14 TK. Is frequently used, so it
Should be maintaining the price.
8. What are you think about the quality of nature’s secrets Product?
Good Moderate Better Poor
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65% 20% 10% 5%
Decision: Product quality not bad.
9. Are you satisfied about our present Consumer promotion?
Yes No
80% 20%
Decision: Maximum consumer satisfied current Consumer promotion
Traders’ preference
10. Do you sell nature’s secrets Product?
Yes No
99% 1%
Decision: Almost all shoppers are sales the product
11. Are you satisfied about the product price?
Yes No
60% 40%
Decision: From view maximum customer are satisfied and those customer not
satisfied need more price incentive.
12. What you think about the quality of our nature’s secrets?
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Good Moderate Poor
40% 30% 30%
Decision: Product quality is good. But if you competitive market so need to
improve quality.
13. Are you getting the product on time?
Yes No
60% 40%
Decision: Maximum survey we find that they get product ontime.
14. Are you satisfied on our present discount policy?
Yes No
48% 52%
Decision: Discount Policy need to improve.
15. Do you think we will offer you more Bonuses?
Yes No
70% 30%
Decision: Everybody said that if give more bonus that will increase sale.
16. Are you satisfied about our product promotion policy?
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Yes No
65% 35%
Decision: From survey result we find that most of the customer are Satisfied.
17. What type of advertising are you prefer for our product?
TV News paper Bill Broad
68% 30% 12%
Decision: maximum trader prefers TV advertisement, so I think do the TV
advertisement.
18. What is your opinion regarding consumer’s preference to buy nature’s secrets?
Flavor Price Availability Others
35% 40% 20% 5%
Decision: Need to maintain quality & should to ensure reasonable price.
19. Do you think present sales policy is creating enough awareness to the traders?
Maximum Level Average Level Poor Level
30% 50% 20%
Decision: Present sales policy creating average awareness.
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Chapter: 6
Recommendation, Conclusion
6.1 Recommendation
49
During past decade,their brand has progressed stedily and their superior-quality herbal
cosmetics are now accepted in many countries worldwide.as an organization,they own
their success to the values and ethics that govern them and they confident that they
will achieve their vision of global supplier of herbal cosmetiscs.
Few suggestions and recommendations have been provided here so that it can survive
better in future.
Diversification of product should be conducted as soon as possible so that
people can get their necessary products from this company.
Distributors are not as much as obedient to follow the instruction of the
company. So, it should be consider carefully.
Delivery Officers have poor knowledge about market. So, they should be
trained properly.
Promotion facility of the employees should be increase so that they can more
motivate to their job.
It will more benefit if the company appoints the Delivery Officer.
In case of Shopping Mall, delivery of products should be provided directly
by the Company.
Some retailers are not much aware about nature’s secrets product should
provide awareness about it.
Create more awareness to the people about the products of nature’s secrets
6.2 Conclusion
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The findings and analysis of the research are about nature’s secrets environment, its
people, its work, its products and its service provided to its distributors. Also the main
findings about Existing Marketing Strategy of nature’s secrets have been provided.
Marketing sector plays a vital role in nature’s secrets The existence and fruitful work
of Existing Marketing Strategy have made nature’s secrets a market leader in the
product sector of Bangladesh.
nature’s secrets is providing us the best and fresh products. It can gives us this quality
products wherever, whenever and however due to the determination and the of team
of nature’s secrets. The smooth, prompt and fast communication and also good
understanding between the management and the employees have made nature’s
secrets.
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APPENDIX
Consumer perception
Market survey on “Consumer Perception Of nature’s secrets.”
Name:………………………………. ……….. Occupation:…………………
Age:……. Address:………………………………………………………….
Gender: Male/Female Mobile:…………………………………………..
1. Do you know about nature’s secrets Product?
(a) Yes (b) No
2. From which sources you have known about nature’s secrets product?
(a) TV advertising (b) Bill Board
(c) News Paper (d) Hand Bills /Poster
3. Do you think that the above mention advertising of Nature’s secrets
Product influence you?
(a) Yes (b) No
4. Who recommended you to use the product?
(a) Friend (b) Self
(c) Sales Representative (d) Relative
5. Which Product you prefer to use?
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(a) Face washes (b) Toner
(c) Cleansing milk (d) Scruber
6. Which Type of face wash is you use?
(a) Cucumber (b) carrot
7. How often do you use it?
(a) Daily (b) Every 2 Day
8. Which prices are you satisfied?
(a) 7 (b) 14 (c) 20 (d) 25
9. What are you think about the quality of nature’s secrets Product?
(a) Good (b) Moderate (c) Poor (d) Better
10. Are you satisfied about our present Consumer promotion?
(a) Yes (b) No
11. If you have any suggestion……………………………………………
…………………………………………………………………………….
Traders perception
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Market survey on “Traders Perception Of nature’s secrets”
Name:………………………………. ………..
Age:……. Address:………………………………………………………….
Gender: Male/Female Mobile:…………………………………………..
1. Do you sell Nature’s Secrets Product?
(a) Yes (b) No
2. Are you satisfied about the product price?
(a) Yes (b) No
3. What you think about the quality of our nature’s secrets Product? (If Ans Will
b & c than go to the question number 4.)
(a) Good (b) Moderate (c) Poor
4. What will be your recommendation to improve Product quality?
………………………………………………………………………
………………………………………………………………………
5. Are you got the product on time?
(a) Yes (b) No
6. Are you satisfied on our present discount policy?
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(a) Yes (b) No
7. Do you think we will offer you more Bonuses?
(a) Yes (b) No
If Yes than why……………………………………………………………..
8. Are you satisfied about our product promotion policy?
(a) Yes (b) No
9. What type of advertising are you prefer for our product?
(a) TV (b) News Paper (c) Bill Board
10. What is your opinion regarding consumer’s preference to buy nature’s secrets
Product?
(a) Flavor (b) Price (c) Availability (d)
Others………
11. Do you think present sales policy is creating enough awareness to the traders?
(a) Maximum Level (b) Average Level (c) Poor Level
12. Employees are always willing to help you?
(a) Yes (b) No
13. Are you feeling safe while making transactions with Sales Representative?
(a) Yes (b) No
14. You have any suggestion………………………………………………………
…………………………………………………………………
Bibliography /Reference:
Annual Report- 2010-2011
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Kotler Philip (2005), Marketing Management, (11th Edition)
Malhotra, N., 2000, Marketing Research- An Applied Orientation,(4th Edition)
Upper Saddle, N.J. Prentice Hall.
Mc Daniel, C Carl, Dr. Contemporary Marketing Research, (4th Edition) South
Western College Publishing.
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