Professional Documents
Culture Documents
At the beginning we want to remember almighty Allah for giving us the opportunity and
strength to do this work smoothly and blessings for our success.
We would like to express our heartiest gratitude to our honorable course instructor
Maniruzzaman, for his constant guidance, helpful advice and continuous encouragement
throughout the progress of the report organization based information. Without these help the
task couldn’t be completed.
We are very grateful to the organization’s executive director, Md. Fazlul Haque, office
executive Mahbubul Alam, assistant manager of sales & marketing Md. Maksudus Samad.
Their cooperation has assisted us to prepare this kind of important report which will focus on
overall condition of the organization.
Our sincerest thank to all of our group member and well wishers for their whole hearted
support and encouragement in various aspects of our work.
We want to express our highest appreciation to the company employees, consumers and
retailer for their valuable contribution in completing this report on “Analysis of 4P’s, 4 C’s &
Strategy of Top Juice.”
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Executive Summary
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Chapter-1
Introduction
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• Background of the study:
As a student of B.B.A it is very much essential to know about marketing mix. On the
other hand book knowledge is not enough to understand marketing mix. For that reason
we go through Sajeeb Corporation to gather real life of marketing knowledge. And to
understand that how they capture the market, fight with the competitors, to use product,
price, place promotion.
• Report objective:
Behind every work there have a hidden objective. We have also some objectives behind
making of this report. The main objectives of this report are given below:
To analyze marketing mix of Top juice, this includes product, price, place, and
promotion.
To analyze customer satisfaction on Top juice which includes customer solution,
customer cost, customer convenience and communication.
To analyze present and future market strategy.
• Specific objectives:
To analyze 4P’s of Top juice.
To analyze 4C’s of Top juice.
To analyze current market strategy.
To analyze future market strategy.
To identify threats and opportunities of a company.
To identify weakness of the company.
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• Methodology:
Methods followed to perform a job or conducting activities to complete a task is called
methodology. In conducting this strategy the following methodology was adopted in
collecting data and information, preparation of report etc.
Types of research:
The purpose of market research is to provide relevant data that will help to solve marketing
problems that a business will encounter. This is absolutely necessary in the start-up phase.
Conducting thorough market survey is the foundation of any successful business. In fact,
strategies such as market segmentation and product differentiation would be impossible to
develop without market research.
There is several kind of research approach; we use descriptive and survey approach for
analysis marketing mix of Top juice. Descriptive research is to describe things, such as the
market potential for a product or the demographic and attitudes of consumer who buy the
products. To use this approach we analyze marketing mix and consumer satisfaction level of
Top juice.
Sources of data:
To gather company information we use both primary data & secondary data.
Secondary data:
Secondary data consist of information that already exists somewhere, having been collected
for another purpose. Secondary data provided a good starting point for research problem and
objectives. This is available more quickly and at a lower cost then primary data. We collect
secondary data from company office, internet, and business magazines. We get various
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information from secondary data such as, the capital of the company, the customer
satisfaction level of Top juice, and profit gain by the company per year etc.
Primary data:
Primary data consists of information collected for the specific purpose at hand. We collect
primary data from consumer and company trough some question. For example, to consumer
we ask questions, such as, Are you satisfied about Top juice? , Which advertisement you like
most? , What price level you expected from Top juice? To company we ask questions like,
What types of discount you provided to your consumer? What are you doing to increase sales
of Top juice? How you fulfill consumer need of Top juice?
Observational research involves gathering primary data by observing relevant people, action
and situation. Observational research can obtain information that people are unwilling or
unable to provide. In some cases, observation may be the only way to obtain the needed
information. In contrast, something simply can’t be observed, such as feelings, attitudes, and
motives or private behavior. Long term or infrequent behavior is also difficult to observe.
Because of this limitation, we use observation method along with surveys data collection
method. We use observational research approach when we asking question to the consumer
or to the company employee.
Survey research, involves gathering of primary data by asking people question about their
knowledge, aptitude, preference and buying behavior. This is the most widely used method
for primary data collection, is the approach best suited for gathering descriptive information.
The major advantage of survey research is in its flexibility it can be used to obtain many
different kinds of information in many different situations. We use survey research approach
by making questionnaire for consumer and company.
The survey method of us is given below:
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Female :08
Male ( in percent) = 46.66% Female (in percent)= 53.33%
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• Contract method for primary data collection:
Information can be collected by mail, telephone, personal interview, and online. We use
personal interview to collect primary data. Personal interviewing takes two (2) forms
individual and focus group.
Individual interviewing involves checking with people in their homes and office, on the stress
or in the shopping malls. This form of interview is fixable. Through this form of interviewing
can ask different types of question and observe reactions and behavior of consumers. We use
this form to collect our information.
Focus group interviewing involves inviting fifteen (15) consumer and three (3) employees to
gather for a few hours with an interviewer to talk about a product, service or organization, the
interviewer “focus” the group discussion on important issues. We use this form when we
conducting group discussion.
• Research instruments:
To collect primary data we use both open ended and close ended questions. For example:
To customer: Do you satisfied with the quality, price, and shape of Top juice? Ans: Yes / No.
What are your expectations and suggestions to Top juice?
………………………………......................................................................................................
......................................................................................................................................................
To company: Do you use marketing mix? Ans: Yes / No
How many size you use for Top juice? Ans: …………………………………………………
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• Limitations of the study:
Every company has some secrecy, which can’t be and should not be disclose to an outsider so
we had some limitations to enter in to the affairs of the company in depth. Moreover, the
employees of the company had their own routine duties. In spite of their full corporation we
failed to discuss about every intended aspects in details.
Lack of information:
Information on which is so important for prepare a report. The main limitation of our report is
lake of information. The limited sources of secondary information and the controlled
accessibility caused difficulty in getting the confidential information. For example, records of
product real price were restricted as it is a private limited company. Although we can’t
collects enough information from internet about Top juice. But we collect various
information from company office about Top juice.
Lack of time:
Our course duration is so limit. In this short time we want to prepare our report properly and
want to include more information. But we aspects that, if we get enough time we can prepare
our report more properly and more attractive.
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Chapter-2
Analyze 4P’s, 4C’s and Strategy
Of
Top Juice
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• Historical background of the Company:
At first the company introduces 200 ml paper pack, and plastic bottle. Next time to fulfill the
customers demand they again introduce 900 ml and 200 ml non returnable glass bottle.
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• Marketing mix:
The set of controllable tactical marketing tools- product, price, place, promotion- which the
firm blends to produce the response it wants to the target market.
Marketing mix
Promotio
Product n
Price Place
These four elements are often referred to as the 4 P’s of the marketing mix. A marketer can
use these variables to craft a marketing plan. The 4 P’s model is most useful when marketing
low value customer products, services, high value of consumer products require adjustments
to this model.
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• 4 P’s analysis:
The 4 P’s are analyzing in below:
Product:
The product aspects of marketing deal with the specifications of the actual goods or services,
and how it relates to the consumer needs and wants.
Sajeeb Corporation has franchised the Top juice which is available in mango and litchi
flavor. Top juice never comprise on the basis of its quality. Sajeeb Corporation uses two (2)
size of non returnable glass bottle; plastic bottle and paper pack (slim pack) for Top juice.
The bottle size and price of Top juice are given below:
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• Brand name:
• Features:
Nutrition facts per 100 ml
Mango pulp 35 mg
Energy 22 kcal
Fat 0 mg
Sugar 22g
Fructose 12 g
Citric acid 9 ml
• Price:
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Price is the sum of all the values that consumers exchange for the benefit of having or using
the product or services. The price levels of Top juice are shown below:
• Payment period:
Payment period is a period upon which price of product is paid. Top juice company has also a
payment period that is, prepaid system for distributor. The distributor pays the money to the
regional sales manager of sajeeb Corporation. Then regional sales manager take the order and
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send it in head office. Finally head office sends the product to distributor. Generally the
payment period is before fifteen (15) days from receiving the goods.
• Place:
Place includes company activities that make the product available to target consumers.
Placement or distribution refers to how the product gets to the customer; for example, point
of sales placement of retailing. Place includes channels, coverage, transportation and logistic
support.
• Channels:
The Top juice distribution channel is given below:
• Transportation:
Top Juice Company gives free transportation facility to distributor.
• Logistic support:
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Top Juice Company offers some logistic support to their retailer. They sells special
refrigerator to the retailer at a minimum price and offer free service of refrigerator. They also
give some gift for the retailer, such as: iron machine, umbrella etc.
• Coverage area:
Sajeeb Corporation distributes Top juice all over the Bangladesh by more than 200
distributors. The coverage areas of Sajeeb Corporation are given below:
Fig: Coverage
area of Top juice.
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• Promotion:
Promotion means activities that communicate the merits of the product and persuade the
target customers to buy it. It includes advertising, personal selling, sales promotion, public
relations etc.
Promotion is concerned with the planning, implementation, and control of persuasive
communication with customers. Clear- cut objectives and a sharp focus on target customers
are necessary for an effective promotional program. Top juice promotion is mainly based on
different kinds of advertisement, so that people could be attracted mentally and emotionally.
Top juices use some promotional activities such as:
Television or radio advertisement,
Billboard,
Adds on news paper,
Wall writing,
Exhibition and
Participating in fair for promotion.
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• Sales promotion:
To increase sales of sajeeb Corporation provide some intensive formation to their distributor,
retailer and consumer that is they give three bottles of free Top juice with each case.
• 4 C’s analysis on the basis of customer satisfaction:
4 C’s includes the customer solution, customer cost, customer convenience, and
communication, which explain in below:
Customer solution:
Customer solution is product and services that the company offered how much and how to
solve the problem of the customer. Customer satisfaction on customer solution depends on
product variety, quality, design and packaging.
Variety:
Variety is known as how many types of a product. Top juice offer four shape and two size
of juice bottle in the market. Through this survey we found customer satisfaction level on
variety of juice between male and female. These are shown by a diagram in below:
60%
50%
40%
30% Series1
20%
10%
0%
d
Sa ied
ig ssa ed
sa d
di f ied
ie
ie
sf
f
D t isf
tis
N t isf
is
at
sa
t
ss
y
ot
hl
i
y
ig
hl
H
Satisfaction level
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Fig-1: Male customer satisfaction on variety
70%
60%
50%
40% S eries 1
30%
20%
10%
0%
d
ied
d
ed
fie
ied
fie
is f
fi
tis
tis
tsf
tis
at
Sa
sa
sa
sa
ss
dis
t
hly
Di
No
ly
g
Hi
gh
Hi
S a tisfa ction le ve l
From the above two figure we see in the mail customer 25% are highly satisfied, 55% are
satisfied, 15% customers are not satisfied, 5% are dissatisfied and from figure 2 we see 30%
female customers are highly satisfied, 65% female customers are satisfied, 10% are not
satisfied, 10% are dissatisfied and 5% female customers are highly dissatisfied. From our
analysis the position of Top juice is good.
• Quality:
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Quality is the perception of a product. Quality of a product depends on its test and price.
Through the survey we find customer satisfaction on quality of Top juice. The satisfaction
levels of consumers are shown by a diagram in below:
50% 50%
Satisfacti 40%
on 30%
level(in 20% 15% 15%17%
percent) 10% 3% Series1
0%
Highly Dissatisfied
satisfied
Satisfaction level
21
Female custmer satisfaction in
quality
45%
20% 20% 15% Series1
0%
Highly Dissatisfied
satisfied
Satisfaction level
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C u s to m e r p e r c e p tio n o n
d e s ig n in g a n d p a c k a g in g
100%
85%
50%
15% S e rie s 1
0% S1
N o ne e d to
N e e d to
c ha n g e
c ha n g e
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M ale cu sto m er satisfactio n o n
co st
Highly s atis fied
From the above two figure we see about 65% male and 70% female customers are
satisfied with the existing cost of Top juice .So we can say Top juice are able to satisfy
the customers by its costs.
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• Customer convenience:
Customer convenience is the place in where customer purchases the product. Customer
satisfaction on customer convenience depends on locations and channels. Top juice is
sells through general store, departmental store & super value shop. Through this survey
we find in where customer purchases Top. The curve is given below:
General store
25%
45% Departmental
store
Super value
30% shop
From the above figure we can see 45% of Top juice is sale in general shop, 30% are
sales in departmental store and 25% are sales in super value shop.
• Communication:
Communication is the people perception about company promotion and activity. From
one survey we found that people are attracted by the advertisement of Top juice. The
advertisement language is given below:
“ Top juice,
Banglar juice”
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The advertisement attracts the people very much. They have a perception that, “deshi
ponno, kine hoi donno”. So the people take Top juice as their home made juice. It is a
perfect product to fulfill the thirstiness of every one.
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STRATEGIES USED BY SAJEEB CORPORATION
• Market –scope strategy choices:
1. Single market strategy
2. Multi market strategy
3. Total market strategy
Among the three choices Sajeeb Corporation uses the ‘Multi Market Strategy’ for surve
the glass bottle, plastic bottle and paper pack in the market. The strategy is provided
below:
• Multi- Market Strategy:
Serving several distinct markets is called multi marketing.
Objective: To diversify the risk of serving only one market.
Requirements:
(a). Carefully selects segments to serve.
(b). Avoid confrontation with companies serving the entire market.
Expected results:
(a). Higher sales.
(b). Higher market share.
Among the product strategies Sajeeb Corporation uses ‘ Product Positioning Strategy’
which is characterized by the following:
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Objectives:
(a). To position the product in the market so that it stands a part from competing brands.
(b). To position the product so that it tells customers what you stand for, what you are,
how you would like customers to evaluate you. In the case of positioning multiple brands:
1. To seek growth by of varied products in differing segments of the market.
2. To avoid competitive threats of a single brand.
Expected Results:
(a) Meet as much as possible the needs of specific segments of the market.
(b) Limit sudden change in sales.
(c) Make customers faithful to the brands.
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Among the price- fix strategies, Sajeeb Corporation uses the ‘One- Price Strategy’ which is
characterized by the following:
Objectives:
(a) To simplify pricing decisions.
(b) To maintain goodwill among customers.
Requirements:
(a) Detail analysis of the firm’s position and cost structure as compared with the rest of
the industry.
(b) Information concerning the cost variability of offering the same price to everyone.
(c) Knowledge of the economics of scale available to the firm.
(d) Information on competitive prices, information on the price, that customers are ready
to pay.
Expected Results:
(a) Decreased administrative and selling cost.
(b) Constant profit margins.
(c) Favorable and fair imagine among customers.
(d) Stable market.
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1. Promotional- Expenditure Strategy.
2. Promotion Mix Strategy.
3. Media- Selection Strategy.
4. Advertising Copy Strategy.
5. Selling Strategy.
6. Sales Motivation and Supervision Strategy.
Among all these promotional strategies, Top juice is using mainly the “Promotion- Mix
Strategy” which is characterized by the following attributes:
Specifies the roles that the three ingredients of promotion ( advertising and sales promotion )
play in promoting a product is called promotional mix strategy.
Objectives:
To seek the better positions in the market.
Requirements:
(a) Enough advertisement both in the local newspaper and also in the television or
radio.
(b)Some kinds of motivation factors or incentives for the distributors, that they can be
inspired to sell more Top juice on a regular basis.
Expected results:
(a) More customer response in the market.
(b) To increase sales.
(c) Growth of market share.
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Chapter – 3
Findings
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• Facilities of the organization:
Sajeeb Corporation offer many facilities for its employees, customers, consumers, and
distributors. The facilities of the organization are given below:
Own Transportation:
Sajeeb Corporation provides free transportation facility to their distributor. They have
sufficient number of vehicle to distribute Top juice.
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Better internal communication:
Communication system can play vital role to work quickly. This helps to achieve the
organizational goal.
Security system:
Every organization should ensure the security system for their safety. So Sajeeb
Corporation has taken strong and sufficient security system to prevent the critical disaster
situation. The disaster is like any attack from outside enemy.
Storage system:
There is sufficient stores capability and they can supply their products in time.
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• Suggestions:
Increasing promotional activities with:
1. Discounts for buying in bulk.
2. Sticker/glass/other small gifts for buying more than two.
3. Print signs inside the cap that would provide the consumers either with gift
or with good luck statements.
4. Provide ‘luck notes’ inside the caps like fortune cookies.
5. By sponsoring games/ musical events/ art shows/ drama/ cleaning
Programmers/ school events/ etc which would bring the consumer closer to
Top Juice. And Sajeeb Corporation to be socially responsible company.
• Conclusion:
From the visiting of Sajeeb corporation we have identified that Sajeeb Corporation is
growing and identify their main weakness is insufficient promotional activities. A gap in
the market is also identified not explored by Sajeeb Corporation. On the other side,
distribution system is the strength of Sajeeb Corporation.
From strategic marketing point of view, we see that Top Juice is taking corrective steps in
almost all the way. In very few sides Sajeeb Corporation has lacking. Based upon this
facts recommended strategies would assist in the growth of Sajeeb Corporation in among
the fierce competition in the beverage industry.
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A Report
On
Analysis of 4 P’s, 4 C’s and
Strategy of Top juice
Submitted by:
Sazzad Hasan Id: 06071101029
Humyra Khanom Id: 06071101039
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Asma Alam Id: 06071101042
Submitted To:
Moniruzzaman
Lecturer of marketing
Letter of Transmittal
August 20,2008
Prof. Manruzzaman
Course Instructor of Marketing
Department of school of Business,
Bangladesh University of Business & Technology (BUBT).
Mirpur-2, Dhaka-1216.
Subject: Prayer for submission of report about “Analysis of 4P’s, 4C’s and Strategy of Top
juice”
Sir,
Here is the report of the study on “Analysis of 4P’s, 4C’s and Strategy of Top juice”
We are very happy to submit this report on time to you. In this report we have tried to
analysis, about recruitment & selection process of Sajeeb Corporation” You will be pleased
that to prepare our report, we have tried to include all of possible information of the
organization.
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We are very much grateful to you for kind assistance. Thank you for your valuable time and
cordial consideration.
Sincerely yours
Sazzad Hasan
On behalf of my group
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Table of content
01 Executive summary 02
03 Objectives 04
04 Methodology 05-07
07 Marketing mix 11
13 Suggestions 31-32
14 Conclusion 32
15 Bibliography 33
16 Appendix 34-39
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Bibliography: (a) Principles of marketing- Philip kotler & Gray Armstrong.
(b) Company head office
(c) Company website: www. Sajeebcorp.com
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