1

Welcome To My PresentationOn

Marketing policies & strategies of Bashundhara

Group

(A Study of Cement Products)

3

Shutirtho ChowdhuryID#12304035

MBAMarketing

Prepared By

4

Aim of my Presentation

The aim of my presentation is to find out the Marketing policies & strategies are using in Bashundhara Cements.

5

Sequence

Empirical partCompany Overview Bashundhara Group at a GlanceAnalysis PartEnding part of the presentation

6

Empirical Part

7

Research Objectives

Broad Objective The basic objective of the study is to do

analysis of the various sales and marketing strategies practiced by Bashundhara Group.

Specific Objectives In order to attain the broader objective, it is

necessary to collect information and analyze:Total size of the market in Bangladesh.Distribution coverage.Mode of direct selling.Consumer preferences.Promotional Strategies etc.

8

Organizational Overview of

Bashundhara Group

9

History and Background of Bashundhara Group

The Bashundhara Group of Companies started off as a real-estate venture known as "Bashundhara" under the aegis of the Group's first concern - the East-West Property Development (Pvt.) Ltd. More enterprises of “Bashundhara’’ were established in the early 1990s, covering diverse activities involving the production of Cement, Paper and Pulp, Tissue paper, Steel, LPG bottling and distribution, and a trading company, among others. The Group now has 17 major concerns located in different areas of the country. The most-recent addition to the Group is a multi-faceted shopping mall-cum-recreation centre called the Bashundhara City.

10

CONCERNS OF BG

Serial No.

Name Year of establishment

01 East West Property Development(pvt)Ltd. 1987

02 Meghna Cement Mills Ltd. 1992

03 Bashundhara Paper Mills Ltd. 1994

04 Bashundhara LP Gas Ltd. 1997

05 Bashundhara city Development Ltd. 1998

06 Bashundhara Steel Complex Ltd. 1999

07 Bashundhara Industrial Complex Ltd. 2000

08 Bashundhara Steel and Engineering Ltd. 2002

09 Bashundhara Logistics ltd. 2004

11

TECHNICAL INFORMATION

10 Bashundhara Foundation 2009

11 Bashundhara Convention Center 2006

12 Bashundhara Dredging Company Ltd. 2010

13 Bashundhara Technical Institute 2010

14 Bashundhara Food and Beverage limited 2012

15 Sunderban industrial Complex Ltd. On going

16 Bashundhara Cement industries Ltd. 2011

17 East West Media Group Ltd. 2008

CONCERNS OF BG

12

TECHNICAL INFORMATION

Mission and Vision

Mission: Bashundhara Group is a leading private-sector industrial

conglomerate in Bangladesh. It currently has 17 on-going concerns, ranging from real estate development and management to manufacturing and services. The BG strives to work in partnership with the Government for promoting sustainable development, and employment-generation and poverty reduction.

Vision: The BG has a particular focus on urban housing,

recreation centers, and commercial ventures. Thus, the motto of the Group is “For the People, for the Country”. At the crux of all industrial processes deployed at the Group’s enterprises stands the need to ensure environmental stability.

13

TECHNICAL INFORMATION

Bashundhara Group At A Glance

14

TECHNICAL INFORMATION

Bashundhara Cement, sole brand of Bashundhara Industrial Complex Ltd (BICL) is produced in two most modern factories of the country at Mongla and Madanganj (Narayanganj). Bashundhara Group owns two leading cement brand of the country King Brand Cement and Bashundhara Cement. World’s largest VRM technology of Loesche, Germany, strong logistic support and wide distribution network, experienced manpower, availability of raw materials make it most popular cement brand in home and abroad.

Bashundhara Industrial Complex LTD.

15

Products Of BICL

BICL

PORTLAND

CEMENT

ORDINARY

PORTLAND

CEMENT

PORTLAND

COMPOSITE

CEMENT

BLAST FURNA

CE CEMEN

T

Bashundhara

Cement (PC)

New Generat

ion Cement

16

Competitor of BICL

Seven Rings Cement LTD.Akij Cement LTD.Shah Cements LTD.Holcim Cement.Fresh Cement LTD.Crown Cement LTD.UltraTech Cement LTD.

17

PLC in BICL

SalesIntroduction

Growth

Maturity Decline

Time

Bashundhara Cement

Product Life Cycle

18

Organogram of Bashundhara group

19

Marketing Strategy

Target Marketing for Bashundhara Group (Cement)

Bashundhara Cement targeted the consumers all over the country. They targeted whole Bangladesh as their Market.

Positioning When people think about ‘quality’ Cement the first

thing that comes to their mind is Bashundhara. This means that BICL has already achieved customer’s top-of-mind-awareness.

CONSUMER BEHAVIOUR Customer buying behavior. Improving relationships by additional promotional

expenses.

20

Ordinary Portland cement (OPC)

Portland Composite Cement (PCC)

Faster Setting time. Greater earlier & later

strength. Greater durability. Reduces Construction time.

Reduce permeability. Greater workability. Improve durability. Reduced bleeding. More fineness.  Increase long age strength. Less heat of hydration.

Marketing Strategy (Contd)

Product Characteristics

21

Marketing Strategy (Contd)

Market Segmentation:

Geographic•Geographic target all over Bangladesh.• Sophisticated corporate/individuals who want to carry more quality products.•Dhaka is into two division Dhaka -1 and Dhaka-2Demographics• Corporate user who seek more economical and

reliable quality product.Behavioral Factors• Enjoy a high quality product.

22

39th Founding Year of Department of Marketing, University of Dhaka:

Price & Place

Price: BICL normally sets a certain price for each of

its products according to the international market rate which is done in terms of conversion of dollar ($) value.

Place:• Whole Dhaka City.• All over Bangladesh.

23

Promotion

BC is only interested in selling directly to its dealers who are the customers NOT the consumers. We can consider sales promotion as one of the tools BC uses to run its promotional activities. BC uses both electronic and print media for its promotional activities. As BC is already an established brand BC gives reminder ads rather than persuasive ads.

24

Analysis Part

25

Hypothesis Development

With a view of fulfilling the objectives some relevant hypothesis have been formulated for this study:

HA1: Better quality cement is more considerable to customer.

HA2: The price of Bashundhara cement is more than others.

HA3: The quality of Bashundhara Cement is higher than others competitor.

HA4: Ensure the quality while buying cement product.

HA5: Brand plays vital role while buying cement product.

HA6: Promotional activities acting very important part while chose the cement product.

HA7: Imported cement product is more trustworthy.

HA8: Customers are highly satisfied to use Bashundhara Cement than their competitor.

26

Hypothesis TestingTable: Summary of responses of Marketing Policies & Strategies of

Bashundhara Group (A study of Cement Products)

H1 H2 H3 H4 H5 H6 H7 H8

1=Strongly

disagree07 05 20 22 20 02 04 03

2=Disagree 1810 13 23 30 05 06 12

3= Neither

agree nor

disagree

15 05 17 10 09 07 10 15

4= Agree 35 20 18 27 31 26 24 40

5=Strongly

Agree25 60 32 18 10 60 56 30

Total 353 420 326 366 281 427 422 384

Average 3.53 4.2 3.26 3.66 2.81 4.27 4.22 3.84

Standard

Deviation1.46 1.21 1.52 1.61 1.33 0.96 1.1 1.09

Z-test value 6.87 14.17 5.07 7.75 2.38 18.43 15.64 12.29

27

1. HA: Better quality Cement is more considerable to customer.

Fig-1: Respondents view towards Better quality Cement is more considerable.

From this study it is revealed, that 60% respondent is agreed that Better quality Cement is more considerable.

7% 18%

15%

35%

25%

1. Better quality Cement is more con-siderable to customer.

1=Strongly disagree2=Disagree3= Neither agree nor disagree4= Agree5=Strongly Agree

28

2. HA: The price of Bashundhara Cement is more than others

5%10%

5%

20%60%

2. The price of Bashundhara Cement is more than others.

1=Strongly disagree2=Disagree3= Neither agree nor disagree4= Agree5=Strongly Agree

Fig-2: Respondents view towards price of Bashundhara Cement.

From this study it is revealed, that 80% respondent is agreed that price of Bashundhara Cement is more than others

29

3. HA: The quality of Bashundhara Cement is higher than others competitor.

20%

13%

17%18%

32%

3. The quality of Bashundhara Cement is higher than others competitor.

1=Strongly disagree2=Disagree3= Neither agree nor disagree4= Agree5=Strongly Agree

Fig-3: Respondents view towards quality of Bashundhara Cement.

From this study it is revealed, that 50% respondent is agreed that quality of Bashundhara Cement is higher than others competitor.

30

4. HA: Ensure the quality while buying Cement product.

22%

23%10%

27%

18%

4. Ensure the quality while buying Cement product.

1=Strongly disagree2=Disagree3= Neither agree nor disagree4= Agree5=Strongly Agree

Fig-4: Respondents view towards Ensure the quality while buying Cement product.

From this study it is revealed, that 45% respondent is agreed that Ensure the quality while buying Cement product.

31

5. HA: Brand plays vital role while buying Cement product.

20%

30%9%

31%

10%

5. Brand plays vital role while buying Cement product.

1=Strongly disagree2=Disagree3= Neither agree nor disagree4= Agree5=Strongly Agree

Fig-5: Respondents view towards Brand plays vital role while buying Cement product.

From this study it is revealed, that 41% respondent is agreed that Brand plays vital role while buying Cement product.

32

6. HA: Promotional activities acting very important part while chose the Cement product.

2%5%

7%

26%

60%

6. Promotional activities acting very important part while chose the Cement

product.1=Strongly disagree2=Disagree3= Neither agree nor disagree4= Agree5=Strongly Agree

Fig-6: Respondents view towards Promotional activities acting very important part.

From this study it is revealed, that 86% respondent is agreed that Promotional activities acting very important part while chose the Cement product.

33

7. HA: Imported Cement product is more trustworthy.

4%6% 10%

24%

56%

7. Imported Cement product is more trustworthy.

1=Strongly disagree2=Disagree3= Neither agree nor disagree4= Agree5=Strongly Agree

Fig-7: Respondents view towards Import cement product is trustworthy.

From this study it is revealed, that 74% respondent is agreed that imported cement product is more trustworthy.

34

8. HA: Customers are highly satisfied to use Bashundhara Cement than their competitor.

3%12%

15%

40%

30%

8. Customers are highly satisfied to use Bashundhara Cement than their competitor.

1=Strongly disagree2=Disagree3= Neither agree nor disagree4= Agree5=Strongly Agree

Fig-8: Respondents view towards Customers satisfied to use Bashundhara Cement.

From this study it is revealed, that 70% respondent is agreed that Customers are highly satisfied to use Bashundhara Cement than their competitor.

35

Ending Part

36

Findings

Most of the Respondent believes that Better quality Cement is more considerable in Cement industry and other preferred to the clients than others. Prices of Bashundhara cement are not reasonable as of majority’s opinion where its competitors are offering with a reasonable price to their customers.

Bashundhara Cement quality is better than other existing Cement product brands.

Most of the respondents are remaining before buying ensure quality of Cement product and other of them preferred another thing.

37

Maximum respondent they don’t think that brand plays vital role and minimum are preferred brand while buy Cement product.

Majority of total respondent are agree with that promotional activities acting very important part.

Maximum respondent think imported Cement is trustworthy.

Most of the customers are satisfied using Bashundhara Cement.

Findings (Contd)

38

Recommendation

Product price must be comparable with competitor’s product prices.

Product quality must be higher than its competitor’s product quality.

Product quality must be developed and try to supply as per buyer’s demand.

Price should be according to its respective quality.

Packing of cement should be up grade.

Product should be as standard as imported product.

39

Government should impose restriction on importing Cements.

Company needs to train up their employees before joining.

Continuing participate to the international trade fair.

Need more link up with “e-marketing” web portal. Need high officials visit to the potential buyers of abroad.

Try to reduce shipment time.

Recommendation (Contd)

40

Limitation

In spite of having a lot of difficulties in collecting the information, the work was being carried out on complete the study. However the constraints are as follow.

The management of the organization was unwilling to provide all information required to carry out the study.

The respondents sometimes may not be agreeable in providing accurate statistics and information.

There was also a time constraint to extend the scope of the study and light on some more important issues in the industry.

41

???

42

Bashundhara Group has been operating quite successfully in Bangladesh for almost two decades now. Especially the success of Meghna Cement LMTD (MCL) they introduce new cement that is Bashundhara Cement and then continuously BG coming up with high quality products in order to serve the country and its people. Being the first mover was always an added advantage for BG but to become the market leader and maintain that position for such a long time deserves a lot of appreciation too. BICL is quite sound strategically as far as the different functional departments is concerned e.g., FIN/ ACC /MKT / SALES/ HR/ ADMIN, etc. All the departments work in great co-ordination with each other.

Conclusion