INTERNSHIP REPORT

ON


Marketing Practices of Emerald Oil Industries Ltd.


Submitted in partial fulfillment of the requirement for the award of Bachelor of
Business Administration (B.B.A), Major in Marketing.


Submitted to:

Farhana Yesmin Liza
Lecturer
Department of Business Administration
Asian University of Bangladesh



Submitted by:

Md. Hasibul Hossain
ID: 201010314
Batch: 38
th

Major: Marketing
Department Of Business Administration
Asian University of Bangladesh


ASIAN UNIVERSITY OF BANGLADESH

Letter of Transmittal


September 18.2014
Farhana Yesmin Liza
Lecturer
Asian University of Bangladesh,
Uttara, Dhaka.

Subject: Marketing Practices of Emerald Oil Industries Ltd.

Dear Sir,

With due respect, I would like to submit an exclusive Internship Report on Marketing
Practices of Emerald Oil Industries Ltd. as a part of my BBA program. The report
deals with whole activities of this Fast Food chain. I tried my level best to make the
report meaningful and informative.

As the time was limited, the report could not be done more comprehensively and
analytical. However, I expect that you would enjoy the report.

Sincerely Yours,

............................
Md. Hasibul Hossain

ID: 201010314
Batch: 38
th

Subject: Marketing (Major)
Department Of Business Administration
Asian University of Bangladesh







Students Declaration






Im Md. Hasibul Hossain student of Bachelor of Business Administration (B.B.A), 38
th

Batch, ID: 201010314, (B.B.A), from Asian University of Bangladesh, declare that this
Internship on Marketing Practices of Emerald Oil Industries Ltd. is completely of
my own work. References are provided as it is free of plagiarism.


















Md. Hasibul Hossain
ID: 201010314
Batch: 38
th

Subject: Marketing (Major)
Department Of Business Administration
Asian University of Bangladesh






Supervisors Certificate








I hereby certify that Md. Hasibul Hossain, student of B.B.A, ID:201010314 for under
graduates (38
th
Batch), major in Marketing of Asian University of Bangladesh, has
successfully completed his internship for 3month and his Internship Report entitled
Marketing Practices of Emerald Oil Industries Ltd. He works under my guidelines
and supervision.












I wish very success in his life.







...
Farhana Yesmin Liza
Lecturer
Department of Business Administration
Asian University of Bangladesh



Acknowledgement



First of all I would like to express my heartiest gratefulness to the almighty Allah. The
topic of Internship report assigned to me is Marketing Practices: Emerald Oil
Industries Ltd. I am very glad to do this study & enormous debts are accumulated on
the way to complete this report. This report is prepared as a partial fulfillment of BBA
degree in the Department of Marketing Studies.
I am especially grateful to Farhana Yesmin Liza, Lecturer, Asian University of
Bangladesh for giving me chance for do my internship report.
I would like to thanks from the core of my heart to Md. Abul Kalam Azad (Factory
Manager, Emerald Oil Industries Ltd). For his unconditional support, when assisted me to
complete my internship program successfully. I like to offer my thanks to Md. Abul
Hasnat (Territory Sales Officer) and Md.Nazrul Islam (Divisional Sales Manager) who
helped me a lot by giving his valuable responses during my internship period.






Md. Hasibul Hossain
ID: 201010314
Batch: 38
th

Major: Marketing
Department Of Business Administration
Asian University of Bangladesh







Executive Summary



Rice bran oil is the oil extracted from the hard outer brown layer of rice after chaff (rice
husk). It is notable for its high smoke point of 232 C (450 F) and its mild flavor,
making it suitable for high-temperature cooking methods such as stir frying and deep
frying. It is popular as a cooking oil in several Asian countries,
including Japan and China.

Emerald Oil Industries Ltd. is an International Standard high quality oil manufacturer. It
is a Public Limited Company which was established in 2008 with a mission to produce
edible oil which is a common item for preparation of daily food of human being.

The main objective of the study is to give an overview of the marketing practices of
Emerald Oil Industries Ltd. and identify the strength, weakness and critical risk factor of
its product Spondon Rice Bran Oil .

Data collected for the study in two different modes namely primary and secondary. Face
to face conversation through questionnaire from the students, service holders, teachers
and housewives from metro area to collect primary data and for secondary data various
publications and related body are observed.

The main limitation of the study was short time limit and authenticated data
insufficiency.

The synergy of dedicated manpower, technology, and market opportunity can lead the
organization to achieve the goal; an oil manufacturer must establish and hold fast to
adequate policies, practices and procedures for evaluating the quality of oil and the
adequacy of customer satisfaction.
Table of contents

Particulars


Page
No
Letter of Transmittal
Students Declaration
Supervisors Certificate
Acknowledgement
Executive Summary
Chapter One: Introduction
1.1 Introduction
1.2 Rationale of the study
1.3 Objectives of this report
1.4 Methodology of the study
1.5 Research problem
1.6 Scope of the study
1.7 Limitations of the study
Chapter Two: Marketing Practices of Emerald Oil
Industries Ltd.
2.1 Marketing practices of Emerald Oil Industries Ltd.
2.2 Description
2.3 Product name selection
2.4 Product positioning
2.5 Concept development
2.6 Concept Management
Chapter Three: Price
3.1 Price
3.2 Brand wise price record
3.3 Pricing objective
3.4 Marketing strategy & price
3.5 Pricing decision
3.6 Factors of pricing decision
3.7 Corporate pricing & price discount
Chapter Four: Overview of Distribution Channel
4.1 Overview of distribution channel
4.2 Distribution system of Emerald Oil Industries Ltd.
4.3 Process
Chapter Five: Promotion
5.1 Promotion
5.2 Advertising
5.3 Corporate client management
5.4 Corporate client management systems
5.5 Managing ordinary customers
5.6 Advertising media
5.7 Monthly cost advertising in RTV
Chapter Six: Presentation of Data
6.1 Presentation of data
Chapter Seven: Problems
7.1 Problems
Chapter Eight: Recommendation and Conclusion
8.1 Recommendations
8.2 Conclusion
BIBLIOGRAPHY

























1.1 Introduction
Marketing plays a vital organizational role for a Firm. A company expands their product
line on base of its marketing performance. As it helps to achieve the out comes of the
company the more efficient a company in marketing, the more efficient in performance
marketing is related with profit. If the product can fulfill the expectation of the consumer,
it will be able to earn more profit. If it cannot fulfill the expectation of the consumers, it
wills loss the share in the market. For this reason, the firms always try to ensure better
marketing management of the operation to create a competitive advantage in the market.
Emerald Group of Industries is one of the largest companies in Bangladesh. At the
present time it has a rich business portfolio and except some products in all products of
the business portfolio Spondon Rice Bran Oil is holding leading position. This group
plays an important role in our national economy and creates a huge number of
employment opportunities.

After all, the marketing performance of the company is better than other competitors. I
have performed my duties in the Emerald Oil Industries Ltd. sector during internship
period. I personally surveyed different areas, meet different classes peoples and collected
date from them about my concerning activities. So, Data has been collected using case
method of study.

1.2 Rationale of the study
In harmony with the objective of the study of marketing practices of Spondon Rice Bran
Oil, the rationale of this report encompasses feasibility and appraisal of marketing
practices of Spondon Rice Bran Oil, based on realistic survey, analysis and assessment of
customers reaction about marketing practices of Spondon Rice Bran Oil. This report also
focuses on specific purpose of marketing practices such as product, price, distribution and
promotion.

1.3 Objective of this report
Objectives setup for any analysis is more important for the smooth and fruitful of this
analysis. Also the objectives of this report boosting and reaping optimum benefit of the
study.
1. To know whether the product Spondon Rice Bran Oil is maintaining desired
quality or not based on customer response.

2. To understand Pricing objective and customer reaction in the existing pricing
structure about Spondon Rice Bran Oil.

3. To analyze marketing problems and provide recommendation for Spondon Rice
Bran Oil.

4. To understand promotional, specifically advertising Objective of Spondon Rice
Bran Oil and customers response to the advertising in making purchase.

5. To gain information about customers reaction in purchasing Spondon Rice Bran
Oil.

1.4 Methodology of the Study
This report is based on realistic field survey of customers reaction on marketing
practices of Spondon Rice Bran Oil. For preparing this report data have been collected in
the following way:
Sources of Data:
Primary Data: Primary data for the study have been collected through
questionnaire from the students , service holders, teachers and housewives from
metro area.
Questionnaire: formal questionnaires were provided to the respondents on
structural pre determined purpose. The answers from the respondents were asked
to be direct and real time based.

Secondary Data: Secondary data were collected from the company and its
previous years sheets, the marketing and sales department of the company and
theoretical knowledge from book on Principles of Marketing by Philip kotler and
web sources specially company website.

1.5 Research Problem
The research problem of the study is to find out marketing problems of Spondon Rice
Bran Oil. Although it is a very generalized and broad interpretation , the researcher has
tried his best to sort out the marketing problems based on statistical analysis. The
researcher , for the feasibility of the report has gone through field survey for avoiding
biasness of manipulation.

1.6 Scope of the study
The scope of the study was limited up to the oil industry of Bangladesh. As this oil industry is
very vast & as there is a huge customer base in oil industry, the scope of working in this industry
is up to the expectation. The researcher is supervised to work in a particular enterprise named
Spondon Rice Bran Oil. As particular side of research is on the marketing practices of
Spondon Rice Bran Oil, the researcher has tried his best to figure out the details of the
marketing problems of Spondon Rice Bran Oil. As far as possible, researcher has tried all out
effort in gathering data related to the subject matter of the study including primary & secondary
data. My internship programme started from 1
st
march,2012 up to 31
st
may,2012.

1.7 Limitations of the study
Any report is not out of limitation. While conducting my study in various places , faced
some limitations. These are as follows:
Biasness of the customers while providing data in making survey, is an
unavoidable limitation.
Inadequacy of awareness of customers while providing data is also a limitation.
Application of Perfect statistical measurement was also not possible because of the
above two limitations.
Insufficient data also a limitation.
Arrangement of data is also not 100% accurate.




















































2.1 Marketing Practices of Emerald Oil Industries
Ltd.
We all know that Marketing Practices is the set of controllable, tactical marketing tools
that the firm blends to produce the response it wants in the target market. The Marketing
Practices consists of everything the firm can do to influence the demand for the product
which have to be carefully managed and must meet the needs of the defined target group.
The many possibilities can be collected into four groups of variables known as the four
Ps: Product, Price, place, Promotion.

2.2 Description
Product means the goods and services combination the company offers to the target
market. In general, the product is defined as a "thing produced by labor or effort"

or the
"result of an act or a process.

Spondon Rice Bran Oil is Nutritionally Superior,
Heart Friendly Cooking Oil for Every Happy Home!

With that motto, Emerald Oil Industries Ltd. continued its triumph to produce refined
Rice Bran oil which is right for human consumption. Their product offering is- Refined
Rice Bran Oil.

Under the Rice Bran Oil offering, Emerald Oil Industries Ltd. set its Products
Segmentation according to-

a. 1 Liter Bottle
b. 2 Liter Bottle
c. 5 Liter Bottle
d. 8 Liter Tin
e. 10 Liter Tin
Emerald Oil Industries Ltd. is a Public Limited Company was established in 2008 with a
mission to produce edible oil which is a common item for preparation of daily food of
human being. Emerald Oil Industries Ltd. has grown up as one of the largest national
private company being registered under the Joint Stock Company & has able to get the
quality standard of ISO-9001: 2008. Now company has been producing hygienic,
nutritious and quality refined rice bran edible oil-Spondon from 2011 by its skilled and
committed staffs. Rice bran, which is the main raw material for the project is available all
over the country.
2.3 Product Name Selection
We select names from three vantage points. Once we are confident that our teams have
created broad ranges of potential solutions, we review each candidate from three distinct
vantage points:
Strategic Impact: This is the ability of a new name to get attention (within a category),
generate interest, and deliver a new message.
Semantic Value: Too often a name is selected simply by its literal meaning or rejected
because of a few personal associations. In our selection process, we look beyond a
words literal meaning and analyze other possible associations that the name might
suggest. Is the name multifaceted? Can it deliver new energy to the category?
Phonetic Structure: Does the name look and sound natural or artificial? Does it offer a
pleasing, rhythmic quality? Is it constructed to create a balance between vowels and
consonants? Is it likely to be memorable because of its stress patterns? Does it help to
convey the right tone?
2.4 Product Positioning
Identifying a market niche for a brand, product or service utilizing traditional marketing
placement strategies (price, promotion, distribution, packaging, and competition). A
company, a brand or a brand must have positioning concept in order to survive in the
competitive marketplace.
Product positioning process:
Effective Brand Positioning is contingent upon identifying and communicating a brand's
uniqueness, differentiation and verifiable value. It is important to note that "me too"
brand positioning contradicts the notion of differentiation and should be avoided at all
costs. This type of copycat brand positioning only works if the business offers its
solutions at a significant discount over the other competitor(s)
Generally, the brand positioning process involves:
1. Identifying the domestic Edible Oils markets direct competition: Bangladesh is a big
market for Edible Oil companies both Domestic & Foreign. Competitors of this
industry took places in a competitive market. Emerald Oil Industries Ltd entered in
market early in 2008. Its strategic aim is
1. Provide Quality products &
2. Low price operation.
2. Understanding how each competitor is positioning their business today (e.g. claiming
to be the fastest, cheapest, largest, the #1 provider, etc.).

3. Documenting the provider's own positioning as it exists today. Emerald Oil Industries
Ltd. employed Mr. Kazi Motaher Uddin to manage the documentations of branding
& legal affairs.

4. Comparing the company's positioning to its competitors' to identify viable areas for
differentiation. Emerald Oil Industries Ltd. differentiated its product according to
market competition. Its remains its low price operations through own support on
packaging, transport, research & development.

5. Developed a distinctive, differentiated and value-based positioning concept. E.g.
Corporate dealings, Availability of product, Value added offerings etc.

6. Creating a positioning statement with key messages and customer value propositions
to be used for communications development across the variety of target audience
touch points e.g. advertising, media, PR, website, etc.
2.5 Concept Development
Though brand development is by no means a new idea, today our domestic Edible Oil
consumers have more access to information and more choices than ever before. The
result is higher expectations, and the brands message must captivate the consumer
immediately. Edible oil companies seeking to experience long-term success will have to
create the most compelling, relevant, and consistent brand experiences for their
customers.

A Promise Is a Promise
Emerald Oil Industries Ltd. providing a Brand Proposition that is engaging, is easily
understood, and offers an emotionally positive solution to needs and desires only serves
to enhance the current customers perception. The company ensures & remaining the
product quality, delivery & customers expectations.

Deliver the Unexpected
When developing a brand proposition, never let your brands promise be one that is
already expected; this is a sure way to NOT stand out from your competitors. Advertising
efforts that utilize adjectives like good, or nice are sure to fail when seeking to be
both engaging and unique. The company offers value added products e.g. a bundle mix
of Emerald Oil I ndustries Ltd. with Radhuni Spices (turmeric powder, chili powder
etc) 100 grams pack.

Winning their Hearts and Minds
An important aspect of brand development is to create a positive emotional attachment to
the brand which creates a response in its audience without the audience seeing the
product or directly experiencing the service. The Emerald Oil Industries Ltd. selected the
brand name as its easy to listen & to remember. The peoples of Bangladesh like to buy a
domestic product which has a flavor of its origin. The Company participates on socio-
cultural & welfare programs with their Brand & Logo.
2.6 Concept Management
Brand managing, it includes developing a promise, making that promise and maintaining
it. It means defining the brand, positioning the brand, and delivering the brand. Brand
management is nothing but an art of creating and sustaining the brand. Branding makes
customers committed to your business. A strong brand differentiates your products from
the competitors. It gives a quality image to your business.
In case of Edible Oil brands, the tangibles include the product itself, price, packaging,
etc. While in case of service brands, the tangibles include the customers experience. The
intangibles include emotional connections with the product.
Branding is assembling of various Marketing Practices medium into a whole so as to give
you an identity. It is nothing but capturing your customers mind with Spondon Rice Bran
oils brand name. It gives an image of an experienced, huge and reliable business.




















































3.1 Price
One of the four major elements of the Marketing Practices is price. Pricing is an
important strategic issue because it is related to product positioning. Furthermore, pricing
affects other Marketing Practices elements such as product features, channel decisions,
and promotion. Price is the quantity of payment or compensation given by consumers to
the company in return for goods. As the market of Rice Bran Oil is unpredictable
sometimes it needs to lower the prices and sometimes it needs to be rationalized. So price
of Rice Bran Oil doesnt remain constant due to lack of stability of economical
environment, change at exchange rate, high interest and political unrest. Facing these
complexities, Emerald Oil Industries Ltd. tries to continually examine and reexamine the
prices to make affordable price for the target customers.
Competitive Pricing environment in Edible Oil Industry:
In recent age, the market of edible oil is very competitive. Its made the pricing
environment hard to set a flexible price for any short of products (edible oil). Setting the
price of a product based on what the competition is charging. Competitive pricing is used
more often by businesses selling similar products (soya bean, vanaspati, palm etc.),
since services can vary from business to business while the attributes of a product remain
similar. This type of pricing strategy is generally used once a price for a product or
service has reached a level of equilibrium, which often occurs when a product has been
on the market for a long time and there are many substitutes for the product.




3.2 Brand wise Price Record
Position in PET (Rice Bran Oil)
Brand Taka/Liter
2012
Taka/Liter
2013
Taka/Liter
2014
Spondon
(Rice Bran)
125.00 131.00 140.00
Shwarna
(Rice Bran)
123.00 130.00 137.00
White Gold
(Rice Bran)
127.00 135.00 150.00

Figure: Price Records of Edible OIL Companies in Last 3 Years.

3.3 Pricing Objective
Pricing objectives or goals give direction to the whole pricing process. Determining
what your objectives are is the first step in pricing. Emerald Oil Industries Ltd. pricing
objectives must be identified in order to determine the optimal pricing. Common
objectives include the following:
Current profit maximization - seeks to maximize current profit, taking into
account revenue and costs. Current profit maximization may not be the best
objective if it results in lower long-term profits.

Maximize quantity - seeks to maximize the number of units sold or the number of
customers served in order to decrease long-term costs as predicted by the
experience curve.
Maximize profit margin - attempts to maximize the unit profit margin,
recognizing that quantities will be low.

Quality leadership - use price to signal high quality in an attempt to position the
product as the quality leader.

Partial cost recovery - an organization that has other revenue sources may seek
only partial cost recovery.

Pricing Strategy:
An organization in a competitive market, can adopt a number of pricing strategies. The
pricing strategies are based much on what objectives the company has set itself to
achieve. Emerald Oil Industries Ltd screened its pricing objectives according to its
business operations & values.

3.4 Marketing Strategy and Price
Before the product is developed, the marketing strategy is formulated, including target
market (Bangladesh) selection and product positioning. There usually is a trade off
between product quality and price, so price is an important variable in positioning.
Because of inherent trade offs between Marketing Practices elements, pricing will
depend on other product, distribution, and promotion decisions.

Estimate the Demand
The country (Bangladesh) has huge market for Edible Oil Industries. Its potential
demand & supply can make it rich for investors to compete with Price. Because there is a
relationship between price and quantity demanded, it is important to understand the
impact of pricing on sales by estimating the demand for the product.
Calculate Costs
If the firm has decided to launch the product, there likely is at least a basic understanding
of the costs involved; otherwise, there might be no profit to be made. The unit cost of the
product sets the lower limit of what the firm might charge, and determines the profit
margin at higher prices.
The total unit cost of a producing a product is composed of the variable cost of producing
each additional unit and fixed costs that are incurred regardless of the quantity produced.
The pricing policy should consider both types of costs.
Cost to Satisfy (Price)
Every company has to realize that price is one part of the cost to satisfy. One of the most
difficult places to be in the business world is the retailers selling at the lowest possible
price. If company relies strictly on price to compete then company is vulnerable to
competition- in the long term. So Emerald Oil Industries Ltd prioritizes to concentrate on
premium pricing considering premium image at consumers mind. If consumer is
satisfied then he/she becomes loyal customer which results in more benefits to the
company.
Environmental Factors
Pricing must take into account the competitive and legal environment in which the
company operates. From a competitive standpoint, the firm must consider the
implications of its pricing on the pricing decisions of competitors. For example, setting
the price too low may risk a price war that may not be in the best interest of either side.
Setting the price too high may attract a large number of competitors who want to share in
the profits.
From a legal standpoint, a firm is not free to price its products at any level it chooses. For
example, there may be price controls that prohibit pricing a product too high. Pricing it
too low may be considered predatory pricing or "dumping" in the case of international
trade. Offering a different price for different consumers may violate laws against price
discrimination. Finally, collusion with competitors to fix prices at an agreed level is
illegal in many countries.
3.5 Pricing Decision
The pricing decision is a critical one for most marketers, yet the amount of
attention given to this key area is often much less than is given to other marketing
decisions. One reason for the lack of attention is that many believe price setting is
a mechanical process requiring the marketer to utilize financial tools, such as
spreadsheets, to build their case for setting price levels. While financial tools are
widely used to assist in setting price, marketers must consider many other factors
when arriving at the price for which their product will sell.

When setting price, marketers must take into consideration several factors which
are the result of company decisions and actions. Emerald Oil Industries Ltd. followed
& considered some common factors to make a decision about its price which will
better match with market & its competitors.

3.6 Factors of Pricing Decision:
Internal Factors:
To a large extent these factors are controllable by the company and, if necessary,
can be altered. However, while the Emerald Oil Industries Ltd. may have control
over these factors making a quick change is not always realistic. For instance,
product pricing may depend heavily on the productivity of the refining facility. The
marketer knows that increasing productivity can reduce the cost of producing each
product and thus allow the marketer to potentially lower the products price. But
increasing productivity may require major changes at the manufacturing facility
that will take time and will not translate into lower price products for a
considerable period of time.

External Factors:
There are a number of influencing factors which are not controlled by Emerald Oil
Industries Ltd. but will impact pricing decisions. Understanding these factors
requires the marketer conduct research to monitor what is happening in each
market the company serves since the effect of these factors can vary by market.

Elasticity of Demand
Customer Expectations
Competitive and Other Products
Government Regulation
Segment Pricing of Emerald Oil Industries Ltd


Sl.

Segments

Price in Taka
A 1 Liter Bottle

140.00
B 2 Liter Bottle

280.00
C 5 Liter Bottle

700.00
D 8 Liter Tin 1080.00
G 10 Liter Tin 1320.00

3.7 Corporate Pricing & Price Discount
Emerald Oil Industries Ltd. is incorporated with some reputated corporate houses.
Most of them are consumer retailer, resturent, international hotel, tourist spot,
chain resturent etc.They are in corporated under law of in corporation. Their
corporate relation maintain a special price for its corporate customers under some
conditions as the contractual agreement containing.






Corporate Clients:

Corporate clients get 7% price discount, credit facility & product delivery services.










































4.1 Overview of Distribution Channel
Place includes company activities that make the product available to target customers.
Emerald Oil Industries Ltd. distributes the product to the user at the right place at the
right time by establishing a strong dealer network. Emerald Oil Industries Ltd. has Sole
agent at six division of country who distribute the product to distributors. Sales
representative are scattered around the market to direct contact with retailer and
customers. However, this company tries to available its product every nearest local shop
to or target customer through following way-



Figure- Distribution Channel
4.2 Distribution system of Emerald Oil Industries Ltd.
Emerald Oil Industries Ltd. is maintaining a strong distribution network in the country to
make available its product to every nearest local shop and target customer. Highly
experienced distributors and engaged for distributing various products throughout the
country. Marketing department is monitoring and supervising their sales representative,
sole agent, dealer and retailer to reach our product to the end customer so that people can
easily get our product.

Emerald Oil Industries Ltd. has already set up their distribution channel and they follow
level 3 distribution channels for ensuring the effective distribution of product for the
ultimate customer.

Manufacturer Sole Agent Distributor

Retaile
r
Customer















Figure: Diagram of Distribution System of Emerald Oil Industries Ltd.

4.3. Process
Distribution process that is to use the marketing channel for ensuring the effective
distribution of product for the ultimate customer. We can say that the way be which we
can give the product to the hand of ultimate customer. There is some level of marketing
control channels which are follows:



Emerald Oil Industries Ltd.
Central Depot
Company Distributor Area Depots
Whole Sellers
Retailers
Consumer



0 Level



1 Level






2 Level






3 Level







Manufacturer
Customer
Manufacturer
Retailer
Customer
Customer
Manufacturer
Wholesaler
Retailer
Customer Manufacturer
Retailer Distributor
Wholesaler



































5.1 Promotion
Promotion means activities that communicate the merits of the product and persuade
target customers to buy it.

Emerald Oil Industries Ltd. firmly believes that It is only when we aim for the Heaven;
we shall reach the stars, thats why Emerald Oil Industries Ltd. adopted a credible and
extensive promotional plan to run a thematic and aggressive promotional campaign.
According to promotional plan this company normally conducts following promotional
activities.

Emerald Oil Industries Ltd. adopts direct and indirect promotional activities
through following media like TV Channel, Newspaper, Bill boards, Posters,
Magazines, new plan upcoming for Web advertising etc to create and keep brand
awareness and to explore exciting ways to emphasize on hygienic service.

Sales promotion is crucial in attracting consumer. It can be of directly or via the
intermediaries. Emerald Oil Industries Ltd. contracted with third party named
DRIK (Advertizing agency) to conduct their print and electrical media compaign
on behalf of Emerald Oil Industries Ltd..

TV is more important for any company to reach our target market at the same time
to fulfill our objective. So Emerald Oil Industries Ltd. mainly uses this strong
media to promote their brands among consumer through peak our , off-peak or
advertisement. During special occasion like Eid, Pahala Falgun, Pahela Baishakh
Emerald Oil Industries Ltd. arranges special musical program under the brand
name of Emerald Oil Industries Ltd. like Spondon Studio Concert at Channel i.
Most recently, at 14
th
February on the occasion of Valentines Day, Emerald Oil
Industries Ltd. sponsored a program named Spondon Grand Music at NTV for
its brand promotion.

To aware and educate the customers, Emerald Oil Industries Ltd. sponsored in
various events related to the product and its image through sponsoring different
sports event, arts, entertainment, exhibition, fair and festivals, cause-related
events. Most recently it sponsored Bijoy Mela at Shahid Darug Ali Park in
Sherpur for the reminiscence of the inspiration of our victory. And also, lately
Banglalink organized a 2 days music festival under the banner of Banglalink
Desh Music Festival at Fantasy Kingdom to help the flood victims.

In todays time, there are too many radio listeners. Radio channels are famous
media for entertainment. Considering this factor Emerald Oil Industries Ltd. is
planning a design to create awareness to target customer through using this media
like popular radio channels Radio Furti, Radio Tuday, and Radio 2 Fun etc.

5.2 Advertising :
Purpose : 1. To create awareness among the people through brand marketing.
2. Through Billboard, TV, Emerald Oil Industries Ltd., Persuades people
to buy their oil.

5.3 Corporate client management
Basically Emerald Oil Industries Ltd. manages the demand supply of oils among the
corporate clients.
Corporate clients of Emarald group :
1. The Pan Pacific Sonargaon, Dhaka.
2. Westin Hotels & Resorts.
3. The Peninsula Chittagong.
4. Biman Bangladesh Airlines.
5. Lab-Aid
6. Apollo Hospitals, Dhaka.
7. Pizza Hut.
8. KFC
9. Mr. Baker
10. Mr. Baker Canadian Food Center
11. Golden Harvest
12. Coopers
13. Baton Rouge
14. Well Mart Super store.
15. White Hen
16. Koyla.

5.4 Corporate Clint management systems:
a) Credit facilities.
b) 7% commission per litre than marlcet price.
c) One year agreement to buy Spondon Rice Bran Oil for mandatory.
Advertising budget : Dimensions of Yearly advertising Cost :
i. Magazine = 6,00,000 (5 meganim)
ii. TV ad = 4,80,00000.
iii. Newspaper = 1,00,000 to more.
iv. Bill Board = City Corporation receives 25,00,000.
v. Cultural program = 30,00,000.


5.5 Managing ordinary customers :
Advertising frequency :
o Per advertisement in TV 30 seconds.
o Monthly basis ads.
Advertising media management :
Media agency takes 7% commission.
Event marking (sponsorship) :
1. Fashion show organized by prothona 2011.
2. Spondon rondhon shoili on RTV.
3. Grand Music at Sherpur stadium organized by Sherpur Police.
4. Sponsors NTV Grand Music.

5.6 Advertising Media :
1. ATN Bangla.
2. RTV.
3. Bangla Vision.
4. News Paper.

5.7 Monthly Cost Advertising in RTV





Tk. (In Word) Four Lac Ninety Two Thousand Sixty Five only

Date Bill No.
19.01.12 NG-NSO-RTV
















Particular Period Time Spot
Location
Spot
Duration
Rate Per
min.
Rate Per
spot
Airing Spot Total
(Tk.)

Pick
Before
Drama/News



30 Second
5500 2750 71 Spot 2,03,500
Mid Break of
Drama News
7500 3750 56 Spot 2,10,000

Off
Pick
Before mid
break of
Drama
Bonus Bonus 130 Spot
260 Spot 4,13,500
Add : 15% Vat on Tk. 4,13,500 62,025
Total 47,525
Less 3% Atton T/C 413500 12,405
Sub Total 4,63,120
Add: 7% Agency commission on 413500 28,985
Grand Total 4,92,065
























6.1 Presentation of Data
1. You are getting the desired quality for the given price:
# Total No. of respondents = 49
Yes = 26=53%
No = 23=47%







Findings : The survey shows that 53% of the buyer said that Emerald Oil Industries Ltd.
is providing the desired quality for the given price, while 47% disagreed.

2. Emerald Oil Industries Ltd. is making enough advertisements to promote its brand
image:
# Total no. of respondents = 45
Yes = 27=60%
No = 18 = 40%

53%
47% Yes No

Findings : The survey shows that 60% of the buyer said that Emerald Oil Industries Ltd.
is making enough advertisements to promote its brand image while 40% disagreed with
is statement.












Findings: The survey shows that 63% of the buyers said that price of Emerald Oil
Industries Ltd. is reasonable in comparison with other competitive brands while 37%
disagreed.



63
%
37
% Ye
s
N
o
3. Price of Emerald Oil Industries Ltd. is reasonable in comparison with
competitive brands:
# Total no. of respondents = 47
Yes = 30=63%
No = 17 = 37%











5. Which cooking oil brand do you buy monthly?
# Total no. of respondents = 39
Rupchanda = 59%
Nurjahan = 15%
Fresh = 10%

White Gold = 15%
Shwarna = 10%

0%
10%
20%
30%
40%
50%
60%
70%
80%
Spondon White Gold Shwarna
Series 1
Series 1
0%
10%
20%
30%
40%
50%
60%
Rupchanda Nurjahan Fresh Dada Muskan
Series1






5. Which cooking oil brand do you buy monthly?
# Total no. of respondents = 39
Rupchanda = 59%
Nurjahan = 15%
Fresh = 10%
Dada = 10%
Muskan = 5%

4. Which of the following marketing strategies do you think Emerald Oil
Industries Ltd. should Change?
# No. of respondents = 46
Product = 28%
Price = 20%

Findings: The survey shows that 52% of the buyers said that price of Emerald Oil
Industries Ltd. should change product strategy while 37% suggested that it should
change its pricing strategy and 11% suggested change of distribution or placing
strategy.

Place = 6%
Advertisement and promotion = 46%

Findings: The survey shows that 75% of the buyers buy Spondon oil, 15% of the buyers
buy White Gold oil, 10% of the buyers buy Shwarna oil.

6. Do you want any discount?
# Total no. of respondents = 48
Cash Discount = 41%
Quantity Discount = 31%
No Discount = 27%



Findings: The survey shows that 41% of the buyers want cash discount, 31% of the
buyers want Quantity discount, 27% of the buyers want Quantity discount.



























7.1 Problems
Product quality of Spondon Rice Bran Oil is not upto the expectation or desire
of customers.
Responsibility of pricing of Spondon Rice Bran Oil is also debatable that is
price is not in harmony with quality.
Advertisement and sales promotion is not sufficient. An important portion of
customers claim that Spondon Rice Bran Oil is not making enough
advertisement and sales promotion.
Overall marketing practices of Spondon Rice Bran Oil are not good enough to
fit competition.
Spondon Rice Bran Oil is not successful in retailing customers.





















8.1 Recommendations
Spondon Rice Bran Oil should ensure better quality to satisfy and
retain current customer base.
It should ensure reasonable price considering quality and competition.
Overall marketing practices should be improved.
It should increase advertisement and promotion in such way that it
increases companys customer base.
It should revise it loyalty programme and provide more benefit to the
corporate client.
Assessment and evaluation of marketing practices should be made on
regular basis and revised.
8.2 Conclusion
Emerald Oil Industries Ltd. is a new comer in the Oil market in Bangladesh but
they have experience in their other business sectors. Emerald Group of Companies
a leading corporate house in business arena in Bangladesh. They try to contribute
our county GDP by serving their group of industries. Emerald Oil Industries Ltd. is
one of them.
Emerald Oil Industries Ltd. needs to conduct more marketing research to find out
the actual market position. Customers or end users are the main strength for any
company, so company need to evaluate the customer response about their product.
Then company can adopt the appropriate marketing strategies. As the tea market is
becoming competitive day-by-day, company needs to take challenging strategies to
gain competitive advantage.
Based on the study few possible recommendations have been made for the
betterment of the company. If these recommendations can be followed it can be
expected that in future all plans are successfully run and they will reach their
targeted position.
In this report I confess that mistakes may take place in my report because of
various limitations and also my limited knowledge. But I have tried to my best to
avoid or minimize mistake in my report. I have presented situation analysis, market
summary, market share analysis, demand, supply & gap analysis, feasibility test,
monthly consumption pattern, SWOT analysis, marketing strategy, Marketing
Practices, promotion, marketing expected budget, sales forecast and many other
things.
I think my included tools and suggestion will be to increase the profitability of the
company. If any producer of edible oil wants to capture the whole market then they
should understand the consumers demand








Bibliography

Company profile of Emerald Group of Industries.
Kotler, Philip, Marketing Management, Prentice Hall of India, 11
th

edition, 1998, pp 541, 473
Principles of Marketing by Philip Kotler
www.google.com
www.googlescholar.com
Companys statistical data