1

Internship
in
K and B Industries Limited
Borobari, Gazipur

Presented By:
Eleas Khan
Id: 13102227
Program: BBA
Major: Marketing

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 Presentation
On

Effect of brand image on K and B

Industries Limited Strategy

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Sequences of Presentation

Introductory Part

Organizational Part

Topic Part

Actual Task

Research and Analysis Part

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Introductory Part

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 Introduction

An internship is a period of work experience offered by an employer to

give students and graduates exposure to the working environment, often
within a specific industry, which relates to their field of study. My
internship attachment was with K and B Industries Limited; a dynamic
organization with wonderful work ethic and environment. In my 3 months
attachment with this organization, I have learnt a lot, thanks to the
wonderful mentors who took their time to teach me everything about
production and marketing activities as well.

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 Objective of the Study

Broad Objective Specific Objective

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 Methodology of the Study

An information plan has been structured to collect the relevant data

consistent with the preparation of the report to conduct the study, primary
and secondary data were reviewed thoroughly in an organized manner .

Primary source of Information

Secondary source of Information

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 Limitation of the Study

Data collection procedure was not so easy within limited time

The website of the organization was not that much rich to collect data.
Up to date information not available.
Organization has some rules and regulation regarding its privacy policy
about financial information.

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Organizational Part

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 Background of the Company

K & B Industries Limited is joint venture embroidery manufacturing

company with Bangladesh and Korea. Basically this industry was initiated
in October 2010 as an Embroidering company. Our company has grown to
over 300 employees serving very confidently and attentively. Basically the
K & B Industries Ltd takes order from overseas countries such as Korea,
Sweden, Italy, Canada, and USA .

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 Company Profile

K and B Industries Limited

Launched Year 2010
Type Private Limited Company
Chairman MD: Siddiqur Rahman Bhuiyan
Managing Director Jung Sn- Young

Director Mohammad Faruk Ahmed

No. of Employees 300

Headquarters Kunia, Borbari ,Gazipur

Area Served World Wide

Products Embroidering all kind of Fabric

Banks Linked with the Company Dutch- Bangla Bank

Office House No# 25, Gasa Road

Kunia, Borbari
,Gazipur
E-mail suyoungioung7@gmail.com
Sources: By the Organization 12
 Mission & Vision

To delight the customers who needs the products and services that we
offer now and the future.

Our vision is to be World Class Manufactures. We believe our

employees are part of a team that works together to ensure this
vision.

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 Corporate Governance

Name Designation
Mr. Siddiqur Rahman Chairman
Bhuiyan

Jung Sn- Young Managing Director

Mohammad Faruk Director

Ahmed

Mr. Sharifur Rahman Director

Bhuiyan

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 Organizational Chart
Chairman

Managing Director

Director

Marketing Quality Production Commercial Admin

Manager Manager Manager Manager Manager

Sr. Manager Asst. Quality Asst. Finance Admin

Manager Production Manager Officer

Asst. Manager Quality Floor In charge Accounts Time Study

Controller Officer officer

Jr. Manager Sources: By the Organization 15

 Functional Department of K & B Industries Ltd.

Accounts Department
Commercial Department
Human resource Department
Marketing and Sales Department
Embroidery Designing Department
Production Department
Inspection Department

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 K & B Industries Limiteds Machinery

The K & B Industries limited are using two branded Machine for their
embroidery product. They are using Tajima embroidery machine and sun
star embroidery machine both are very qualityful.

Sources: By the Organization 17

 Products of k & B Industries Limited

The K & B Industries Limiteds Products which are given below:

Embroidering T-Shirt
Embroidering Sweater
Embroidering Cap
Embroidering Sharee
Embroidering Shock
Embroidering Bag

Sources: By the Google 18

 External Environment

An external environment is composed of all the outside factors or

influences that impact the operation of business.. Some external elements
can be manipulated by company marketing while others require the
organization to make adjustments.
Demographic Economic

General
Environment

Cultural Technological
Political /
Legal
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 Porters Five Forces
Five forces analysis is a framework that attempts to analyze the level of
competition within an industry and business strategy development.
Threat of new entrants

Bargaining Power of Bargaining Power

Suppliers of buyers

Threat of Substitute
Products or services

Sources: By the Google 20

SWOT Analysis of K & B Industries Limited
Strengths Weaknesses

Strong brand image High cost structure

International Market Lack of Technology
Strong solvency High cost of machinery
Well environment Poor security in store

Opportunities Threats

A developing market Such as the Political barriers

Internet
A new competitor in home
Arrival of new technology market
A new international market Price wars with competitors

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IFAS:

Internal Factors Weight Rating Weighted Comments

Score
Strength
Strong brand image 25 5 125 Strong brand image

International market 15 4 60 International market

Well environment 10 2 20

Weaknesses
High cost structure 15 3 45 High cost structure
Poor security in store 10 1 10

Lack of technology 25 4 100 Lack of technology

Total Score 100

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EFAS:
Internal Factors Weight Rating Weightd Comments
Score
Opportunities
A developing market such 20 5 100 A developing market
as the internet. such as the internet.
Arrival of new 15 4 60 Arrival of new
technology technology
A new International 15 3 45 A new International
Market Market
Threats

Political Barriers 25 5 125 Political Barriers

A new Competitor in 15 3 45 A new Competitor in

home market home market
Price wars with 10 2 20
Competitors
Total Score 100

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Topic Part

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 What is brand ?

A brand is a unique element (e.g., name, symbol, logo, and design) that
identifies the products or services of one organization from those of
competitors, and contributes to enhancing the value of the offerings.

A name, a term A symbol, a sign

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 Brand image

Brand image is a series of combined perceptions that consumers hold of

certain brands by gaining information about and thus creating a feeling
toward certain products.

Brand Image

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 Three component of brand respect

There are three component of brand respect which is given below-

1. Performance
2. Trust
3. Reputation

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 K & B Industries Limited brand image

The K & B Industries Limited brand image not only local market but also
overseas market.
EPYLLION Group
Gabib and Garib
Thermax Group
Star Light sweater
Matrix Sweater and
Tosuka Group and so on
The K & B Industries Limited has a good brand image on some of the top world
class retailers and buyers which is below-

Sources: By the Google 28

 K and B Industries limited Strategy

The K and B Industries Limited strategies can be divided into two ways-
1. Environmental Scanning
2. STP analysis
Market Segmentation

Market Targeting

Product positioning

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Major Strategies of k & B Industries Ltd for
Effecting brand image
Basically the K& B Industries Limited are followed the most essential two
strategies for extending brand image that is-

1. Push Strategy
2. Pull Strategy

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 Others some strategy

There are some strategy has significantly effected of K and B Industries

brand image which is given below-
1. Brand logo
2. Using up to date embroidery software
3. Innovative Technology
4. Shipment Policy
5. Product Packaging

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Actual Task

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 Speciation Internship Position
I joined at K and B Industries Limited on 20st September, 2016 as an intern which
is situated at Gazipur. After my joining, I had to go through a training session where
I was accompanied by the newly recruited employees of the company. Mainly I have
done my internship in marketing and sales department in K and B Industries Ltd.

Daily activities during my internship:

To check daily E-mail of the different Buying house.

To receiving organizations phone call for providing required
information.
To prepare print out, photocopy documents, which is very important
for this organization.
Sometimes directly goes to buying house for taking sample or Art
work.
After giving the sample or Art work, I handover to the designer.
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 Major learning Points

During the time of internship program in the K and B Industries Limited,

I assemble many learning things, which inspire me. Although all the
Officers was busy with their particular work but I was learn from them a
lots of thing. The learning things are pointed in the following-
A. Primary Learning: The primary learning things which are given in below-

Organizational culture
How to behave with the client
Time management

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 Major learning Points

B. Secondary Learning:
Learning about brand image
Using embroidery software
How to direct marketing
Measurement of Art work/ sample.
Identifying Yarn Number
I have learned some other point which is given below-
Learning about embroidery Machinery.
Knowing about knitting fabric.
how to first Emile to Buyer for business
development.
Basic knowledge about L/C (Letter of Credit)
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 Photograph during internship
The duration of my internship is 3 months. I started my internship on 20 st
September. After my joining, I had to go through a training session during
6 days. Then I started my practical work on 27 st September. Now I
mention four photographs which is taken during my internship time.

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Photograph during internship

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Research and Analysis
Part

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 Problem Statement
The K and B Industries Limited brand image is good but it should be more
successful in the market. Thats why I have taken survey research to find
out the brand image of K and B Industries Limited. So the problem
statement is,
To find out the buyer perception of k and B Industries Limited brand
image.
Project Timeline:
Tasks week-1 Week-3 Week-1 Week-1 Week-3

Problem Statement and Sampling

Method
Data Source(Primary, Secondary)

Hypothesis and Questionnaire

Development
Data Analysis and Decision Making

Report Preparation and Submission

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 Sampling Method
i. Population Size
ii. Sample Frame
iii. Sample Size
iv. Sampling Procedure
Research Methodology:

v. Research Approach
vi. Research Type
vii. Data Source
viii. Contact Method
ix. Data Analysis

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 Hypothesis Development

H1: The K and B Industries Limited brand is outstanding and

gives buyer a good impression.
H2: The product quality of this brand is good.

H3: Attractive brand logo plays an important role in brand

image of K and B Industries Limited.
H4: The K and B Industries Product shipment term is excellent.

H5: The K and B industries limited introduce their brand

through direct marketing.

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 Hypothesis Zest

The Z test is a statistical test for the mean of a population. It can be used
where the sample size is more than 30. Basically for preparing this
hypothesis, I have used Z-test because my sample size is
more than 30.

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 Questionnaire Scale

The 5 point Likert Scale has used for analysis the data. Basically the likert scale
is the most widely used approach to scaling responses in survey research. The
scale has been shown -below:

1 2 3 4 5

(Strongly disagree) ( Disagree) (Neither disagree or agree) (Agree ) ( Strongly agree)

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 Hypothesis Testing

Particulars H1 H2 H3 H4 H5

1=Strongly disagree 5 4 8 3 4
2=Disagree 3 5 12 6 5
3=Neither disagree or 6 3 4 4 2
agree
4=Agree 12 16 5 14 9
5=Strongly agree 9 7 6 8 15
Total 122 120 94 123 131
Average XX 3.48 3.49 2.68 3.51 3.74
Standard Deviation 1.33 1.26 1.40 1.25 1.42
(S)

Z test value 4.35 6.58 0.74 4.78 5.15

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Graphical Analysis

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 Hyphothesis-1
H0: The K and B Industries Limited brand is not outstanding and gives buyer a good
impression.
HA: The K and B Industries Limited brand is outstanding and gives buyer a good
impression. Pie chart-1
Ho: =2.5
Strongly disagree
HA: >2.5 26%
14%
9%
n= 35 Disagree
17%
Here, XX = 3.48 Neither disagree or agree
34%
= 1.33 Agree

Z cal= (xX-)/ ( /n) =4.35 StronglyAgree

At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that the K and B Industries Limited brand is outstanding
and gives buyer a good impression.
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 Hypothesis-2

H0: The product quality of this brand is not good.

HA: The product quality of this brand is good.
Ho: =2.5 Pie Chart-2
HA: >2.5 Strongly disagree

n= 35 Disagree
11%
Here, XX = 3.49 20%
14%
Neither disagree or agree

= 1.26 9%
Agree
46%
Z cal= (xX-)/ ( /n) =6.58 StronglyAgree

At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that the product quality of this brand is good.
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 Hypotesis-3
H0: Attractive brand logo does not play an important role in brand image of
K and B Industries Ltd.
HA: Attractive brand logo plays an important role in brand image of K and
B Industries Ltd. Pie chart-3
Ho: =2.5 Strongly disagree

HA: >2.5 17% 23% Disagree

n= 35 14%
Neither disagree or
agree

Here, XX = 2.68 11% 34% Agree

= 1.40 StronglyAgree

Z cal= (xX-)/ ( /n) =0.76

At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal < Z tab, the null hypothesis is accepted. So at 5% level of
significance, it can be said that the attractive brand logo does not play an
important role in brand image of K and B Industries Ltd. 48
 Hypothesis-4

H0: The K and B Industries Limited product shipment term is not excellent.
HA: The K and B Industries Limited product shipment term is excellent.
Ho: =2.5 Pie chart-4
HA: >2.5 Strongly disagree

n= 35
Disagree
9%
Here, = 3.51 23%
17% Neither disagree or
= 1.25 agree
11%
Z cal= (-)/ ( /n) =4.78 Agree
40%
StronglyAgree

At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that the K and B Industries Limited shipment is excellent.

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 Hypothesis-5

H0: The K and B Industries Limited does not introduce their brand through direct
marketing.
HA: The K and B Industries Limited introduce their bran through direct marketing.
Ho: =2.5 Pie chart-5
HA: >2.5 11%
Strongly disagree

n= 35 43%
14% Disagree
Neither disagree or agree
Here, = 3.74 6%
Agree
= 1.42 26% StronglyAgree

Z cal= (-)/ ( /n) =5.16

At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that the K and B Industries Limited is using direct
marketing to introduce their brand to their target buyer.

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 Findings

1. Around 60% respondents had identified that the K and B

Industries Limited brand is outstanding and gives buyer a good
impression.
2. Around 66% respondents had identified that the product quality of
this brand is good.
3. Around 57% respondents had identified that attractive brand logo
does not play an important role in brand image of K and B
Industries Ltd.
4. Around 63% respondents had identified that K and B Industries
Limited product shipment term is excellent.
5. Around 69% respondents had identified that the K and B
Industries Limited introduce their brand through direct marketing.

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 Recommendation
1. Even though the K and B Industries Limited brand is outstanding and gives buyers
good impression, but after survey of my research on this I found that there are
around 23% respondents are disagree and 17% are neither disagree or agree. So in
this point of view is that clear they have some faults by which disagree respondents
come. Anyway I am recommending that they should create more brand awareness
and focus their brand message to their target buyer.

2. From my practical survey I have found that the product quality of this brand is
good. But around 25% are disagree on this and 9% are neither disagree or agree. So
I am recommending that they should bring some innovative machinery which gives
100% product quality.

3. After doing my internship, from my empirical knowledge and survey I have

understood that attractive brand logo does not play an important role in brand image
of K and B Industries Ltd. So I am recommending that they should more emphasize
on their advertisement because advertising gradually can faithful on particular
brand.
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 Cont.

4. Basically the K and B Industries Limited shipment term is excellent. But my

observation and survey there are around 31% disagree on this thing. So I
am recommending that they should provide their product before one week
of buyer date.

5. After my survey I found that around 69 % buyer said that the K and B
Industries Limited introduce their brand through in direct marketing. But
there are around 25% totally disagree and 6% neither disagree or agree. So
I am recommending that they should development adverting on social
media and electronic media.

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Conclusion

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