PART 1

INTRODUCTION

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1.0 Introduction

1.1 Background:

BRAC Bank Limited, with institutional shareholdings by BRAC, International Finance

Corporation (IFC) and Shore cap International, has been the fastest growing Bank from

2004 to 2007. The Bank operates under a “double bottom line” agenda where profit and

social responsibility go hand in hand as it strives towards a poverty-free, enlightened

Bangladesh A fully operational Commercial Bank, BRAC Bank focuses on pursuing

unexplored market niches in the Small and Medium Enterprise Business, which hitherto

has remained largely untapped within the country. In the last six years of operation, the

Bank has disbursed over BDT 7500 crore in loans to nearly 200,000 small and medium

entrepreneurs. The management of the Bank believes that this sector of the economy

can contribute the most to the rapid generation of employment in Bangladesh. Since

inception in July 2001, the Bank’s footprint has grown to 56 branches, 30 SME Service

Centers, 427 SME unit offices and 112 ATM sites across the country, and the customer

base has expanded to 465,000 deposit and 187,000 advance accounts till December

2008. In the years ahead BRAC Bank expects to introduce many more services and

products as well as add a wider network of SME unit offices, Retail Branches and ATMs

(Automated teller Machine) across the country.

BRAC Bank, since its beginning has attached more importance in technology integration.

In order to retain competitive edge, investment in technology is always a top agenda

and under constant focus. Keeping the network within a reasonable limit, its strategy is

to serve the customers through capacity building across multi-delivery channels. BRAC

Bank is better placed and poised to take its customers through fast changing times and

enable them compete more effectively in the market.

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1.2 Significance:

The focus of the research is to investigate the overall service quality of BRAC Bank

services in Dhaka, Bangladesh. The study was examined to what extent the given services are

Qualitative to the customers .

The Specific objectives are as follows:

• To be acquainted with the financial system especially BRAC Bank services in

Dhaka, Bangladesh.

• To assess the customer’s satisfaction on service quality of different BRAC Bank in

Bangladesh.

• To find out the service quality of the given services by the respective organization.

• To offer suggestions, if needed, based on the analytical results of the current study.

1.3 Objectives:

1.4.1 Broad:

The objective of this report is to Quality Online Banking Services in Brac bank.

1.4.2 Descriptive Research: It is a descriptive research design.

1.4.3 Sources of Data:

1.4.4 Primary: Questionnaire for the specific purpose of addressing the research problem.

1.4.5 Secondary: Data collected form Internet, Company profile, Different Books, magazine , web sites.

1.5 Sampling plan:

1.5.1 Population: All the account holder of Brac bank in Bangladesh

1.5.2 Sample elements: Individual customer

1.5.3 Sampleing Frame: There was no sample frame found.

1.5.4 Sampling procedure: Non- probability.

1.5.5 Sample size: Sample size in this research is 20 customers.

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1.6 Limitation:

• A survey should involve a larger sample size otherwise the findings of the survey cannot be generalized.

• But a larger sample size may increase the time and cost of collecting the primary data with the help of Questionnaire.

• Many of the respondents were not willing to fill the questionnaire.

• Some people were not willing to respond and few of them who responded were in hurry hence the active participation was lacking.

• Another problem that we faced was that people were hesitating to give information about their views freely.

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PART-2

COMPANY PROFILE

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2.1 Profile :

Bangladesh University of Business and Technology (BUBT)

It is one of the eight Universities to receive the Green Signal from the government, inspire of

its being one of the very young Private Universities of Bangladesh, only 13 years old,

established in 2003. It is modeled on North American Universities and it was duly approved

by the University Grants Commission of Bangladesh (UGC) and the Ministry of Education,

Government of the Peoples' Republic of Bangladesh. The university was established under

the Private University Act 1992. It was founded by Dhaka Commerce College, Mipur-2,

Dhaka-1216 and is managed by a Board of Trustees and a Syndicate in which the Principal of

the College and the Chairman of the Governing Body of the College are the Ex-Officio

members. Thus BUBT and Dhaka Commerce College are the two institutions working

together in peace and harmony for imparting quality education. Within a short time of its

establishment BUBT has succeeded in transforming itself into one of the leading Private

Universities of Bangladesh and has since been providing quality education and training.

2.2 Vision:

The vision of Bangladesh University of Business and Technology (BUBT) is to flourish as a

prestigious seat of learning in the North American Universities .As a center of excellence; it

aims at attracting students from all countries of the region.

2.3 Mission:

The mission of BUBT is to provide higher education to students of Bangladesh at an

affordable cost, keeping in view the challenges of the twenty first century. And this mission

will be achieved by imparting world class education and providing research facilities so that

the students can attain their full intellectual, social and personal potentials. BUBT is

committed to develop human capital by cultivating creative thinking in individuals. It offers

education through both campus and ICT-based online modes of teaching.

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This page

Goal:

The principal objective of Bangladesh University of Business and Technology (BUBT) is to

produce highly skilled manpower that will contribute to the national development as

entrepreneurs, academics, professionals, administrators and researchers.

To maintain an excellent academic environment for imparting higher education in different

fields .

To encourage learners to inculcate ethical, cultural and social values in their thoughts,

actions and practices and follow them in their personal and national life .

To build up a center of excellence for higher education & research this will serve as the

dynamic institution for generating knowledge for creation of an ideal society .

To develop learners understanding of advances in knowledge and complexities of modern

world and utilize it for solutions of contemporary problems .

ORGANOGRAM of the BUBT:

Bangladesh University of Business and Technology (BUBT).

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Chancellor

Treasure

Vice Chancellor

Controller of Examinations

Registrar

MARKETING MIX ANALYSIS OF DOVE SHAMPOO COMPANY:

Product

Variety Of Product- Close-Up Toothpaste Company has many types of Flavors with

different variation products.

Product Quality- Close-Up Toothpaste has a policy to provide the best quality

products to its customers.

Product Design- Close-Up Toothpaste has designed its products in well manner,

which attract the consumers of all levels in positive way.

Product Feature- Close-Up Toothpaste has added various types of features into its

products. Like- Logo of the Company, Net Weight of Toothpaste, name of the flavor

of the Toothpaste, Year of establishment and date of expiry.

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Proctor

Professor

Dean

Associate Professor

Assistant Professor

Lecturer

Brand name- It has only one brand name that is Close-Up, remembered for the all

level of customers.

Packaging- Close-Up has packaged in its paste tube, which protects the energy pack

from sun heat, rainfall and natural damages. It also attracts the customers with buying

desireness.

Return- Customer can return and complain about the product if there is problem with

the product; the company takes back those defective products without any condition.

Price

Price list- Close-Up Toothpaste has mentioned the price of the product into the

different size of paste tube, which helps the customer to know the accurate price of

the product.

Price Discount- Close-Up Toothpaste provides discount in various occasion to its

customers like; Valentine’s Day, Father’s Day, Mother’s Day etc.

Credit terms- Close-Up Toothpaste provides many credit terms towards its dealers or

retailers.

Market Price Situation Close-Up Brands:

The following list is the price of various brands of Close-Up Toothpaste as on 13th December, 2015.

Sl.No.

Name of the Brand and size Per

Tube

Rate (Tk.)

01. Close-UP Toothpaste (250ml ) 96.0002. Close-Up Toothpaste (350ml ) 145.00

Promotion

Sales promotion- Close-Up provides lengthy promotions towards its customers.9

Advertising- It advertising for the customer in different media ex; TV, FM Radio,

Billboard, Internet.

Public relation- Close-Up Toothpaste has budgeted a big amount in this segment to

increase a friendly relationship with its customers, dealers and retailers. In different

occasion it provide surprise gifts to its customers to build a strong relationship with

them.

Direct marketing- Close-Up has maintained direct marketing by the distributor and

wholesaler.

Place

Coverage- In Whole World Close-Up Toothpaste is highly demanded and the

company is successfully filling up the demand of target customers.

Assortment- Close-Up has different category of product but it is easy to carry in all

over the world and quite comfortable also.

Transportation- Close-Up Toothpaste has its own transportation.

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The process starts from the sales department and the demand of the customers

After producing the drinks from the factory distributor purchases the product from the company

PART 3

THEORETICAL ASPECTS/

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Then distributors sale the products to the retailers and customers.

Lastly end users/ consumers buy products from retailers

LITERATURE REVIEW

Customer Satisfaction

A study on customer satisfaction towards toothpaste with special reference to Close-Up. The main objective of to identify the various factor influencing customer in purchase of the toothpaste, to know the customer satisfaction level about the toothpaste. The research design used in this study is descriptive research design. Data was collected from 50 sample respondents. Data was collected by survey method, the survey was collected erode city in Mirpur, through structured questionnaire with five point rating scale questions. Secondary

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data were collected from the available literature sources. For distribution of questionnaire to the respondents random sampling method was used and to collect the respondents opinion, survey was taken among the selected sample respondents. After collecting the data from the respondents, it was analyzed using factor analysis, percentage analysis ,and chi square method The collected data include customer satisfaction towards Close-Up toothpaste personal product details.

Consumer purchase decision A decision is the selection of an action from two or more alternative choices. Consumer decision to purchase the goods from the available alternative choice is known as “consumer purchase decision”. The various options of the consumer may be classified into five main types of decisions. They are what to buy, how much to buy, where to buy, when to buy, how to buy. The participants in the buying decisions may be classified as the initiator, influencer, decider, buyer and users. The marketing people should initiate the participants in the purchase decision to make the purchases of the product at different marketing strategies. There are number of reasons why the study of consumer behavior developed as separate discipline. Marketers had long noted that consumer did not always act or react, as marketing theory would suggest.

Measuring Tools

The main purpose of toothpastes to clean and provide fluoride to protect the teeth from decay, accountings to Hcd2.bupe.co.uk.today’s toothpastes contain variety of active ingredients to protect the teeth from decay and sensitivity, to whiten the teeth and prevent bad breath, also called halitosis. Close-Up Palmolive company is one of many companies that provide dental care products to the consumer. Customer satisfaction refers to the extent to which customers are happy with the product and services provided by a business. Customer satisfaction level can be measured using survey techniques and questionnaires. Gaining high levels of customer satisfaction is very important to business because satisfied customers are most likely to be loyal and to make repeated orders and to use a wide range of services offered by a business The need to satisfy customer for success in any commercial enterprises is very obvious. The income of all commercial enterprises is derived from the payments received for the product and services to its external customers. Customers are the sole reason for the existence of commercial establishments.

Consumer Personality Factors

There are two factors mainly influencing the consumers for decision making: Risk aversion and innovativeness. Risk aversion is a measure of how much consumers need to be certain and sure of what they are purchasing (Donthu and Gilliland, 1996).Highly risk adverse consumers need to be very certain about what they are buying. Whereas less risk adverse consumers can tolerate some risk and uncertainty in their purchases. The second variable, innovativeness, is a global measure which captures the degree to which consumers are willing

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to take chances and experiment with new ways of doing things (Donthu and Gilliand, 1996).The shopping motivation literature is abound with various measures of individual characteristics (e.g., innovative, venturesome, cosmopolitan, variety seeking), therefore, innovativeness and risk aversion were included in this study to capture several of these traits. Measures by Donthu and Gilliland (1996) were used to measure innovativeness and risk aversion.

Marketing Mix

Marketing mix is the set of controllable tactical marketing tools that are product, price,

promotion and place that the firm blends to produce the response it wants in the target

market.

On the other hand, once the company has decided on its overall competitive marketing

strategy, it is ready to begin planning the details of the marketing mix, one of the major

concepts in modern marketing. An effective marketing program blends all of the marketing

mix elements (product, price, promotion and place) into a coordinated program designed to

achieve the company’s marketing objectives by delivering value to consumers. The

marketing mix constitutes the company’s tactical tool kit for establishing strong positioning

in target market and that is why, marketing mix is the set of controllable marketing tools the

firm uses to pursue its marketing objectives in the target market.

Marketing Mix Marketing Management Introduction The Marketing Mix, a basic tool of

marketing managers, is defined by Microsoft Encarta World English Dictionary as:”

marketing mix (plural marketing mixes) noun mixture of marketing techniques; the particular

mixture of marketing techniques, pricing, packaging, and advertising, used to promote the

sales of a product`` (2000).marketing Mix is also known as the Four Ps.

Four P`s stand for -

Product

Price

Place

Promotion

The Four P`s the Marketing Mix is used to market product or service, this is done by using

the four P`s to establish what the produce is, the price, the place an promotion. Marketing

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managers bring the elements of the Four P`s together, combining them to achieve a grater

result from there combination then each of the individual effects of following; product-This

is the good or service that the company provides. However it is more than product or

service itself, it is also the benefits that meet.

The Marketing Mix model (also known as the 4 P`s) can be used by marketers as a tool to

assist in implementing the marketing strategy.

Marketing managers use this method to attempt to generate the optional response in the

target market by blending 4 variables in an optimal way. It is important to understand that the

Marketing Mix principles are controllable variables. The Marketing Mix can be adjusted on a

frequent basis to meet the changing needs of the target group and the other dynamics of the

marketing environment.

Figure: Four P’s of Marketing Mix

The elements of marketing mix are described in the following manner -

Product

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PlaceChannelsCoverageAssortmentsLocationInventoryTransportationLogistics

PromotionAdvertisingPersonal SellingSales PromotionPublic relation

ProductVarietyQualityDesignFeaturesBrand NamePackagingServices

Price

List PriceDiscountAllowancePayment Period Returns

Credit Terms

Marketing Mix

We define product as anything that can be offered to a market for attention, acquisition, use

or consumption and that might satisfy a want or need. Product includes more than just

tangible goods. Broadly defined, products include physical objects, service events, persons,

place, organization, idea or mixes of these entities.

However there are no bad products anymore in today’s highly competitive markets that he

perceives as bad. Therefore the question on product has become; does the organization create

what its intended customers want

Product may be described in following ways:-

Product Variety : Marketers present their product in different ways.

Quality : Product quality consists of the ability to satisfy customer’s needs and

wants as well as the ability of a product to perform its function; it includes the

product’s overall durability, reliability, precision, ease of operation and repair and

other valued attributes. Product quality has two dimension that are level and

consistency.

Design : Style simply describes the appearance of a product. Design is a larger

concept than style.

Feature : A product can be offered with varying features. The company can create

higher-level models by adding more features. Features are competitive tools for

differentiating the company’s program. Being the first producer to introduce a

needed and valued new feature is one of the most effective ways to compete.

Brand name : A good name can add greatly to a product’s success. It should

suggest something about the product’s benefit and quality. It should be easy to

pronounce, recognize and remember. In addition to design or a combination of

these, that identifies the market or seller of a product or service.

Packaging : Packaging involves designing and product the container or wrapper for

a product. The activities of designing and producing the container for a product.

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Return : It refers to provision of defective product back to the producer. It is better

for a company that there are present of provision of return defective product.

PRICE

Price refers to the amount of money charged for a product or service or the sum of the

values that consumers exchange for the benefits of having or using the product or service.

How much are the intended customers willing to pay? Here we decide on a pricing strategy-

do not let it just happen! Even if you decide not to ask (enough) money for a product or

service, you must realize that this is a conscious decision and forms part of the pricing

strategy. Although competing on price is as old as mankind, he consumer is often still

sensitive for price discount and special offers. Price has also an irrational side: something that

is expensive must be good. Permanently competing on price is for many companies not a

very sensible approach.

List price : The price, which is written on the product.

Discount : Discount is a price reduction to buyers who pay their bills promptly. A

typical example is “ 2/10, net 30” which means that although payment is due written

30 days, the buyer can deduct 2% if the bill is paid within 10 days.

Allowance : Allowances are another type of reduction from the list price. It refers to

the promotional money paid by manufacturers to retailers in return for an agreement

to feature the manufacturer’s products in some ways.

Payment period : What are the processes on way of payment is it flexible for

customer or not? It should be flexible for customers.

Credit terms : Is there provision of credit term? If any then what are characteristics

of that.

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PROMOTION

Promotion means activities that communicate the merits of the product and persuade target

customers to buy it. For a example, suppose that “X” company spends more than 1 million

each year on advertising to tell consumers about the company and its product. Dealership

sales people assist potential buyer and persuade them that “X” company is the best cement

for them. “X” company and its dealers offer special promotions lice sales promotion, cash

rebates, and low financing rate etc as added purchase incentive. Marketers use the normal

promotion tools that are advertising, sales promotion, personal selling, public relations and

direct marketing to reach customers. They are described in following manner:

Sales promotion : Sales promotion is short-term incentives to encourage the

purchase on sale of a product or service.

Advertising : Advertising is any paid of non- personal presentation and promotion

of ideas, goods or services by an identified sponsor. Marketing management must

make 4(Four) important decisions when developing n advertising program that are

setting advertising objectives, setting advertising budgets, developing advertising

strategy and evaluating advertising campaigns.

Public Relation : Another major mass promotion tool is public relations that

building good relations with company’s various publics by obtaining favorable

publicity, building up a good corporate image and handling or handling off

unfavorable rumors, stories and events.

Direct marketing : Direct marketing consists of direct communication with

carefully targeted individual customer to obtain an immediate response and cultivate

lasting customer relationship.

PLACE

Place includes company activities that make the product available to target customers. It

may be described in following manner:

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Channel : The distribution channel moves goods and services from producers to

customers. It overcomes the major times, place and possession gaps that separate

goods and services from those who would use them. It helps to complete transaction

in such way – information, promotion, contact, matching, negotiation etc.

Coverage : Producer’s product should be cover target market area. The customer in

target market may be got the product easily.

Assortment : Product should be assorting some or various category so that producer

transports it easily and customer use it easily or in comfortable way.

Inventory : Inventory levels also affect customer satisfaction. The major program is to

maintain the delicate balance between carrying too much inventory and carrying too

little. In inventory decisions management must balance the costs of carrying larger

inventories against resulting sales and profits.

Transportation : Marketers need to take an interest in their company’s transportation

decisions. The choice of transportation carries affects the pricing of products,

delivery performance and condition of the goods when they arrive. All of which will

affect customer satisfaction.

Here we can mention that it holds that the four (4) Ps concepts take the seller’s view of the

market, not the buyer’s view. From the buyer’s viewpoint, in this age of connectedness, the

four P’s might be better described as the four (4) C’s. Robert Lauterborn suggest that the

sellers four P’S correspond to the customer four C’s.

Four (4) Ps Four (4) Cs

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Product

Price Customer Cost

Customer solution

Thus while marketers see themselves as selling a product, customers see themselves as

buying value or a solution to their problem according to their needs and wants.

Price is the most important factor regarding buying and selling products. Customers are

interested in more than the price, because price has a significant role in selecting the product

and customers are now more concern about their cost.

Promotions make the customers aware and well communicated with people. To get properly

communicated with people a company has to promote their products in a good way to the

targeted customers.

Customers want the products and services to be a conveniently available as possible. Most of

the people are thinking about product availability. Most convenient products usually got

preference by the customers.

Finally, they want two ways to first think through the four C’s and then build the four

P’s on that platform.

To build poverty frees Bangladesh.

To remove illiterate.

To reduce corruption.

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Place

Promotion Communication

Convenience

PART 421

ANALYSIS AND

FINDINGS

The Findings has been collected with the help of questionnaire. It has been analyzed and interpreted with the help of tables along with relevant Interpretations. It has been interpreted in two sections. In the first section the analysis has mainly concerned with the awareness and user of different toothpaste brand and also outlined brand user relates with demographic variables of consumers.

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In the second section it has concerned on the various reasons influencing on the users of

different brands. Findings has been analyzed and interpreted with the help with relevant

explanations with these question:

1. Does Close-up is recommended to increase oral freshness?

2. How do you use Toothpaste?

3. What sort of toothpaste do you prefer (class your answer) ?

4. Do you like Close-Up Toothpaste?

5. Are you sensitive to price when you buy a Toothpaste?

6. How old are you?

7. Who inspire you to brush your teeth every day?

8. Are you satisfied to use Close-up Toothpaste?

9. Do you have interest in different flavor of close-up toothpaste?

10. Which flavor you like most?

Here by to answer to all those question is helpful to survey its product market.

Where is no.1 close-up is highly recommended for oral freshness. No 2. In our survey people

mostly use toothpaste in the morning. But idol one are use in both morning and night. No 3

says customers usually prefer gel one of close-up according to survey 4. Says huge response

of positively.no.5 where of price sensitive not an important aspect in case of a good quality

product. 6. Maximum answer come by the group of teenage. 7.most answer come to yes. 8.ofcourse

because it provide higher freshness. No 9.flavor always make a good mind of freshness. No.10 says

in according to survey it comes to answer as gel.

About 30 peoples view we justified some questions appropriate measutrment

Survey: on 30 people:

Likeness

In this section, it is tried to find out how many people love Close-Up toothpaste in case of Buying Decision to influence them.

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According to the Figure: It is found that out of 100 customers, 60% were purchased by doctors recommended.

Age Composition:

Here, the age distribution is analyzed for customers.

Age Percentage (%)

Below-13 6%

13-21 50%

21-25 28%

25-35 12%

35-40 4%

40+ 0

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From the Figure, we have divided the customer’s according to the age. It is found that out of customer’s, 69% are in the below-13 age groups, 50% are in the 13-21 age groups, 28% are in the 21-25 age groups, 12% are in the 25-35 age groups, 4% are in the 35-40 age groups and 0% are in the 40 age above groups.

Therefore, the result indicates that age 13-21 is the majority customers.

Feelings about Close-Up Toothpaste:

In this section, it is tried to find out the feeling about energy product.

Feeling Percentage (%)

Prestigious 30%

Mobility 20%

Both 50%

Figure

From this Figure: It is found that out of 100 customers, 70% said that the feeling about the energy flavor is Prestigious both. 20% said that the feelings about energy flavor are mobility and only 10% said that the feelings about energy flavour are prestigious.

So it can be said that majority customers feeling about energy flavor is mobility and prestigious both.

Flavor of energy product:

The objective of this section is to know about the taste and flavor of energy product.

Flavor Percentage

Red Mint 22%

Blue Mint 48%

Gel 30%

According to use basis of their toothpaste, red mint 22% blue mint 48% and gel users 30%.

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Consumption

From this Figure

According to response from the users toothpaste users may oblige different brand perspective, close-up uses 32% along with other brands with a leading position.

Competitor Analysis:

The main principle of pure competition is to survive in the market at any cost. Pure competition influences them to maintain better quality level, modernized advertisement, nice looking design, packaging, pricing, attractive sales promotional program among Close-Up toothpaste Industry.

Close-Up Pepsodent

Worldwide brand leader.

One standard product.

Promises standard quality.

Follow relationship marketing.

Consumers are must loyal to their product.

Target consumer are children & teenage.

Worldwide brand leader.

Strong distribution system.

Appearance of their pack size & bottles.

Target consumer are children & teenage.

Strong campaign in advertising.

Problem in marketing segment.

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Higher pricing strategy. Heavy competition in marketing.

Colgate meswak

Struggling in the Toothpaste market.

Getting failed to meet the customer’s satisfaction properly.

Attractive TV advertisement.

Poor marketing strategy.

Poor distribution channel.

Maintains standard quality level.

Failed to meet customer’s satisfaction properly.

Creates image in young generation

Doesn’t follow societal marketing concept.

Strong distribution side.

Overall Market Share of Close-Up:

The overall market share of different types of toothpaste companies are started in the following figure:

Figure-a: Market Share of Close Up Toothpaste

From the Figure-a, it is found that a Uniliver Bangladesh captured 35% of total market share, Square Bangladesh Limited 19%, KOHINOOR CHEMICAL CO. (BD) LTD 29% & Proctor &gamble Limited hold 06% market share.

Unilever Bangladesh Ltd takes the leading position, Square Bangladesh Limited. is the 2nd

higest position captured. KOHINOOR CHEMICAL CO. (BD) LTD . takes the 3rd position & Globe Shampoo Ltd. takes 4th place.

Position Toothpaste Company Market Share

1st A Unilever Bangladesh Limited 35%

2nd Square Bangladesh Limited 29%

3rd KOHINOOR CHEMICAL CO. (BD) LTD 29%

4th Proctor & gamble Bangladesh Limited 06%

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Expence TV advertisement of competitor Closeup toothpaste:

a Unilever companies undertake different promotional program to attract the people and end the traders. The company keep large amount of their budget for advertising. The advertise in different mass media, Close-up spends 7.5 million every year for every year for advertisings.

Different companies use the Medias to promote their product in different rates. Here we have shown the rate in which companies use Medias.

Brand Name Rate

Close-Up 34%

Pepsodent 30%

Colgate 10%

Meswak 13%

Others 10%

In the first section the analysis has mainly concerned with the awareness and user of different toothpaste brand and also outlined brand user relates with demographic variables of consumers.

PART 5

Major Findings28

Most of the customer like Toothpaste flavors. They feel prestigious as well as mobility while they use Close-Up toothpaste.

Majority consumer says that Close-Up Toothpaste keeps refreshing capacity & freshness.

Consumers take other Product occasionally when Product is not available in that place.

Most of the consumer influences by the TV commercial & their most preferable TV advertisement.

Most of the customer gets product shop nearby home.

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Price and quality both are important for any product. Maximum number of customer does use it for its reasonable price.

Large portion of customer who are using Close-Up toothpaste, cause of its quality and price.

Consumer considers various matters when they take Close-Up Toothpaste. Such as color, flavor, taste, brand image & price. But they prefer more “Brand image as well as taste” regarding toothpaste. Somebody consider color & price also.

There are many toothpaste brands with different prices & pack sizes in the market..

The advertising is lower in media. In term of media spending, Check toothpaste spends more Close-Up. This toothpaste can compete with them by spending more money in media to strengthen the image of their brand.

Other companies have no researchers in their company to continue research about their product. So they should appoint some research person for better improvement of their product.

PART 6CONCLUSION

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There are some important factors considered by the consumer for decision making while buying toothpaste. Brand image, advertising, and offer play an important role in purchasing toothpaste. Sometimes based on the offer the consumer compares with competitor product and select the best one. Product attribute also analyzed by the consumer for deciding a brand. Switching of one product to other company product is mainly based on advertisement, brand name, packaging availability, and price rise, etc. So the companies analyze all these factors and find out the best suitable tools for promoting their toothpastes in Bangladesh. Toothpaste advertisers should lay emphasis not only on establishing a stronger brand preference but also on persuading the millions to become users of the product for the first time to make advertising economically and socially justified.

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Toothpaste helps in grinding the food necessitates the caring teeth. Teeth can be cared by keeping their clean by using toothpaste. Hence a study has been under taken to know the customer satisfaction and preference. It is learn the Close-Up brand is the fast moving brand which has a number of product which later the needs of children as well as adults. They are influenced by advertisement mostly

The demand of Toothpaste is increasing every day in developing countries like Bangladesh. It removes our dirtiness & makes us fresh & comfort. With this refreshing Close-Up is working to provide the best quality product with a reasonable price. It is very much important for Close-Up Toothpaste to ensure the customer satisfaction in surviving in this market as this is very competitive market and customers are both quality & price sensitive.

Take a Close-UpPART 7

Recommendation32

Now we are able to give proposal or a fair advice to Close-Up Toothpaste according to our

comparison between theory and what is going on currently in Close-Up Toothpaste. In this

step, we have to shed a light over those areas which are valuable, creative and useful for

Close-Up but they are not considering to them.

In start of our recommendation, we would like to add that nomination of EOQ criteria more

benefits to sales employees, so it should be highly recommended to have it for all so as to

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make system fair. Reward system is an effective technique to support and change culture of

the organization optimistically; it would only be possible if the system is equal for all

employees of organization. We recommended to Close-Up toothpaste management to utilize

this system to all employees so as to increase effectiveness and productivity. On more

important recommendation should be to design both financial and non financial rewards in a

way to give a fair importance of both for top and lower levels.

Reward management of Close-Up should be highly functional to make employees committed

to organizational goals, vales and standards, also it should push employees in a way to boost

their competencies and work understanding. Reward management of Close-Up Toothpaste

should be addressed to group tasks, as all rewards are mostly designed for individual levels

like EOQ, make the move and sales dangle, definitely it reduces productivity. Because now a

days, organizations have more curiosity towards group tasks which needs great interaction

and communication between departments and it only work if all department employees

rewarded equally.

For us, it should manageable in a way to remove ambiguity at all levels, so as to increase

organizational efficiency. There should be criteria for employee to consider their opinions at

management level respectfully. It should need to reduce gap between management and

employees so as to increase overall results. For us goals should be specific, measurable,

achievable, and realistic and time bound (SMART), it would definitely increase overall

effectiveness.

We have to recommend Product design their system in specific way to define employees’

career path, recognition and future goals; it would definitely positively boost organization’s

performance. Training and development should be more used to Energy to groom career of

their employees at all level, they are doing on the job but we recommended that a fair amount

of budget should be declared for this purpose, then off the job training sessions of fifteen

days or a monthly package may use to boost performance.

According to our research, they have declared 3% for rewards with respect to whole revenue,

but it is less because system is not working for all departments equally. We are on the view to

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increase this budget to minimum 5% so as to treat all employees equally. Employees should

be involved in decision making to increase quality and productivity.

We are keen to make system significant for the sake to reduce the dissatisfaction of the

employees on promotion criterion, reduce the dissatisfaction of the employees on appraisal

system, reduce the dissatisfaction of the employees on salary, bonus and other fringe benefits,

and improve the work performance, improve the productivity, reduce the level of

occupational stress that arises from feeling of inequality on reward, and reduce the

perceptional gap on reward management system and develop a culture of high performance.

These all points beautifully explain the reward management system consequences and its

more value.

There should be proper check and balance system between goals and performance have to be

introduced, currently yearly bases performance evaluation has been going on, for high

motivational level, high quality it demands quarterly bases. There should be a system of

consultation between employees and management about employees’ career path, it is easier

for management to understand and analyze what employees actually want and allocate them

reward properly. We would like to recommend Product to introduce alternative of reward

management likewise profit sharing, pay for knowledge program and goal sharing so as to

increase their productivity.

PART 8

References35

Text Book:

Philip Kotler & Gary Armstrong- “Principles of Marketing” 12th Ed. Upper Saddle River, New Jersey, U.S.A…Prentice- Hall.

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Websites (URLS):

WEBSITES : WWW.GOOGLE.COM

Www. Unilever BANGLADESH ltd.com

www.closeupBangladesh.com

PART 937

Appendix

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Sample questionnaire

Questionnaire:

Just have to follow the questions and it will be easy to do.It's very fast to answer! Just Tick the appropriate option:

1. Do you LIKE Close-Up Toothpaste?

A. Yes. B. No. C. Very Much. D. Average. E. I prefer another

one.

2. How often do you use Toothpaste?

A. Morning. B. Night. C. A & B. D. Before Eat. E. Never.

3. Are you price sensitive in case of use of Toothpaste?

A. No. B. Yes. C. Off-course Not. D. No Comments E. A&C

4. What sort of Toothpaste do you prefer (class your answer)?

A. Close-Up. B. Pepsodent. C. Colgate. D. Meswake. E. Other Brand

5. Where did you saw first Close-UP advertisement?

A. in TV B. in Magazine. C. in Newspaper. D. Billboard. E. Poster

6. Which Close-Up Flavor you like most?

A. Menthol Fresh. B. Red Hot. C. Peppermint Splash. D. Gel. E. Blue Fresh.

7. Are you Satisfied to use Close-up Toothpaste?

A. Yes B. No C. Obviously D. Extremely Satisfied. E. I don’t know.

8. Who inspire you to brush your teeth every day?

A. Father B. Mother C. Brother. D. Sister. E. Doctor/Teacher.

9. How old are you?

A. Less than 20 B. between 20 to 30 C. between 30 to 50 D. Accurate 50 .

E.More then 50.

10. Lastly, How many times you used your toothpaste?

A. One B. Twice C. Never D. Three E. I don’t know.

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Thank you for having answered this survey!

Thank you

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