Marketing Strategy of

Md. Ariful Islam

Sanjana Afrin

Md. Kazi Ismail

Sorwar Sunny

Md. Shohidul Islam

Marketing Strategyof

Bashundhara Group

Chairman Managing Director

Bashundhara Group:

The Bashundhara Group has

started operation as a real estate

venture known as “Bashundhara”

under the aegis of the Group’s first

concern – the East West Property

Development (Pvt.) Ltd in 1987.

Now, The Group has over 20 major

concerns located in different areas

of the country.

•Real State► East West Property Development (Pvt.) Ltd

•Media and Entertainment► Kaler Kantho► Bangladesh Pratidin► Daily Sun► banglanews24.com► News24.TV► Radio Capital

•CSR► Bashundhara Foundation► Bashundhara Technical Institute► Bashundhara Adin Hospital► Bashundhara Eye Hospital

•Steel► Bashundhara Steel Complex Ltd

Enterprises of Bashundhara Group

•Food & Beverage► Atta, Maida, Suji

•Cement► Meghna Cement Mills Ltd► Bashundhara Cement

•Paper► Bashundhara Paper Mill Limited► East West Media Group Ltd

•Energy► Bashundhara LP Gas Ltd► Sundarban Industrial Complex Ltd

•Services► Bashundhara City► Bashundhara Convention Center

•Shiping & Logistics► Bashundhara Steel and Engineering Limited► Bashundhara Dredging Company Ltd.► Bashundhara Logistics Ltd

MD

Quality Head

Assistant Manager

Executive Officer

Head of Plant

Safety Officer

Production

Officer

Head of HR

Executive Officer

Head of Finance

Assistant Manager

Purchase Head

Executive Officer

AccountsManager

Finance Manager

Executive Officer

Head of Marketing

SupplyChain

Management

Executive Officer

Head of Sales

Assistant Sales

Manager

Sales Officer

Head of IT

Supportive

Departments

Departments

QualityDepartment

PlantDepartment

HRDepartment

FinanceDepartment

MarketingDepartment

SalesDepartment

Products

Bashundhara Group

of

Marketing Strategy

Segmentation means dividing the market into distinctive groupsof buyers on the basis of needs, characteristics or behaviors ofconsumers. Segmentation can be done in four ways like –

1. Behavioral segmentation

2. Geographic segmentation

3. Demographic segmentation

4. Psychographic segmentation

Market Segmentation

1. Target Market

1. Higher class- heavy users (business icons, superstars, media people,

ministers)

2. Upper middle class- medium users (business executives, doctors,

lawyers)

3. Middle class- light/occasional users

‘Bashundhara Group’ consists of consumer and retailers who need to store

communicate and complete the marketing process. From the many segments,

we choose psychographic segmentation. Targeted segment consists-

2. Market Positioning

Positioning is a perceptual location. It’s where your product or service fits

into the marketplace. Effective positioning puts you first in line in the minds

of potential customers. The Positioning is a powerful tool that allows you to

create an image. And image is the outward representation of being we

want to be, doing what you want to do, and having what we want to have.

Positioning ourselves can lead to personal fulfillment. All classes of people

being customers of Bashundhara Group, the company offers their products

to markets with quality and affordable price. The company wants to

available their products because their competitor’s products are available.

3. Marketing Mix

Marketing mix is the set of controllable tactical marketing tools- product,

price, place, and promotion that the firm blends to produce.

4 P’s of Marketing:

Product

Price

Place

Promotion

Product

The product is the physical product or service offered to the consumer.In the case of physical products, it also refers to any services orconveniences that are part of the offering.

Price

Place

Pricing decisions should take into account profit margins and theprobable pricing response of competitors. Pricing includes not only thelist price, but also discounts, financing, and other options

Place (or placement) decisions are those associated with channels ofdistribution that serve as the means for getting the product to thetarget customers.

Promotion

Sales Promotion•Gift Card

•Discounted prices

•Free service campaign

•CRM (Customer relationship management)

•Occasional Packages

Advertising

Direct Mail

Personal Selling

Branding Strategy of Bashundhara Group

Brand equity: The powerful brand has high brand equity. Brand equity is the differential effect that knowing the brand name has on customer response to the product or its marketing.

Brand positioning:•Attributes•Benefits•Beliefs and values

Brand name selection:•Selection•Protection

Brand sponsorship:•Manufacture’s brand •Private brand•Licensing•Co-branding

Brand development:•Line extensions•Brand extensions•Multiband•New brands

SWOT Analysis

This is top qualitative evaluation of the key factors affection the company.

To know how the company fairs will and how interesting an investment

would be, our analysis follow the market on a daily basis and you could

benefit from their valuable expertise to maximize your knowledge.

Findings of SWOT Analysis:

1.Strengths

2.Weakness

3.Opportunity

4.Threats

Strengths

It’s very famous group in our country. So it has more strong sides.

So the strong sides of the Company are shown below….

Huge amount of capital.

The management system is strong.

The employees are very qualified.

The workers are practical.

The products are acceptable and popular in our countries thanother company’s product.

Huge amount of properties.

Weaknesses

It has legal problems.It has taxes problem.

Opportunity

Threats

International and National market segment opportunities.Expansion opportunities.Growth opportunities.

Though it is a reputed group of company, it has some threats such as competitors, Political instability, Bad weather, Increase raw material price and so on.