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Strategic Marketing Analysis on DANO Milk PowderBANGLADESH

Prepared For:Mr. Samy Ahmed

Faculty, School of Business

North South University

Course: MKT !" ,Sec#"$

%re&ared 'y:

Ahasan Parveen 071918 030

MD.Rakibul Isla Rakib 10101!3 030

Md. "oba#dur Rahan 1010337 030

$an%il Rabbi &e'h 1030!93 030

Mohaed Red(anul )o*ue 1110+10030

Farhana ,ha-un Fal'uni 111137 030

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Ma%or /-ra-e'i on-en-s:

/e'en-a-ion2$ar'e-in'2Posi-ionin' Ahieveope-i-ive Advan-a'e4

/-ra-e'i Plannin' 5ap&u#er Deision Makin' Proess

Produ- Marke- 6pansion 5rid

)olis-i Marke-in'

ause Marke-in'

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IN!OD"#ION

Dano ilk po(der produ-s are arke-ed all over -heoun-r# -hrou'h es-ablished s-ron' arke-in' ne-(ork-o ensure suien- suppl# -he produ- -o -he

dis-ribu-or.

$his ilk po(der is a produ- o Arla oods o Denarkand i- is paked and arke-ed b# Mu-ual ilk Produ-sl-d o &an'ladesh -hrou'h liense a'reeen-s.

All dis-ribu-ors should sale opan# produ- aordin'-o opan#s -ar'e-ed plan and should ahieve -his-ar'e-.

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An o$er$iew o% Dano &ilk 'owder (istory in Banglades(

Dano Milk po(der is -he leadin' ilk po(derprodu- in -he &an'ladesh.

Dano (as in-rodued in -he arke- in 19< b# MD

Foods all over -he (orld.

In 199!2 Arla oods -ake over MD oods and er'erne( opan# nae as Arla Foods In'redien-.

In 19982 Mu-ual $radin' l-d (as se-up ne( a-or#

in &an'ladesh or pakin' o Dano ilk po(derprodu- as per Arla Foods reoenda-ion andMu-ual $radin' =-d han'ed opan# nae asMu-ual Milk Produ-s =-d.

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O'erational Syste& in Banglades(

Arla Foods In'redien-s2 aba2 Denark

Arla Foods In'redien-s2 &an'ladesh

Mu-ual Milk Produ- =-d

Paka'in' Fa-or#

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Dano /$P ProessMarket Seg&entation Strategy

)actors considered seg&enting t(e cons*&er&arkets o% &ilk 'owder+

Ps#ho'raphis a-ors&ehavioral a-ors

Deo'raphi a-ors

5eo'raphi a-ors

Positioning Strategy o% Dano Milk Powder Produ- di>eren-ia-ion

Ia'e di>eren-ia-ion

/ervie di>eren-ia-ion

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Dano /$P Proess on-.

?4Dano Potential arget Market+

#o&'any target &arket %oc*s on %o*r &ainareas,

Mo-her and hild

A-ive livin'

)eal-h# reover#onsious onsuer

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Holistic Marketing Strategy o% Dano+

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)olis-i Marke-in' on-.

?4In-ernal arke-in' o DA@ &an'ladesh:/enior ana'een-

)irin' Proedure

Mo-iva-ion Iproves orale o eplo#ees

=ess supervision

Fe(er aiden-s

hanes o proo-ion Inreased produ-ivi-#

In-e'ra-ed arke-in' o DA@ &an'ladesh: Marke-in' MIB Anal#sis +ps4

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)olis-i Marke-in' on-.

?4/oial Responsibili-# arke-in':

1. Perorane Marke-in':. ,no(led'e

. Produ- Cuali-#. Forei'n /ubs-anes

. )#'iene

. Produ- Reall 6$)I/4

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(e B*ying Decision Making Process

)i$e Stage Model+

Proble Reo'ni-ion

Inora-ion /earh

6valua-ion o Al-erna-ives

Purhase Deision

Pos- Purhase &ehavior

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#ore -al*es o% DANO

)olis-i Developen-

6periene -rus-

Ma-ernal =ove Eisdo

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Brand Personality+

Ear arin'

Dependable6periene

Posi-ive

/peialied 6volvin'

Gniversall# liked

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Ipleen-a-ion o Produ-HMarke-

6pansion 5rid /-ra-e'ies:

Marke- pene-ra-ion

Marke- developen-Produ- developen-

Diversia-ion

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#o&'any.s Strategies %orStrategic )or&*lation

$here are -hree /-ra-e'i Forula-ion :

verall os- leadership.

Di>eren-ia-ionFous

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S/O Analysis

Strengt(+ /ide !ecognition

0 International Brand I&age

0 alented /ork%orce

0 S*'erior ec(nology

0 Better Prod*ct 1*ality !elati$e to t(e !i$als

0 Distri2*tion Syste&

0 Pro&otional Acti$ity

/eakness

O''ort*nity+ Growing Marketing De&and

Increase rade Barriers

Legislation

(reat

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(e Strategic Planning Ga'

In-ensive 5ro(-h

Dano is ousin' in -he arke- pene-ra-ion s-ra-e'# -oinrease -heir 'ro(-h ra-e.

In-e'ra-ive 5ro(-h

Mu-ual $radin' opan# l-d.

Diversia-ion 5ro(-h

Dano is no- onen-ra-in' on -heir diversia-ion 'ro(-h.&eause -heir urren- business is pro-able2 -ha- -he# dono- re*uire -o s-ep in-o diversia-ion s-ra-e'#.

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Pestle Analysis

Poli-ial

6onoial

/oial$ehnolo'ial

=e'al

6nvironen-al

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Fi(ure ): Ban(ladesh *+% %- CA%TA %%%

Fi(ure $: Ban(ladesh Unem&loyment -ate

http://www.tradingeconomics.com/bangladesh/gdp-per-capita-ppp

http://www.tradingeconomics.com/bangladesh/unemployment-rate

http://www.tradingeconomics.com/bangladesh/gdp-per-capita-ppphttp://www.tradingeconomics.com/bangladesh/unemployment-ratehttp://www.tradingeconomics.com/bangladesh/unemployment-ratehttp://www.tradingeconomics.com/bangladesh/gdp-per-capita-ppp

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-al*e,#(ain Strategies

I- involves en-ire suppl# hain ana'een-eanin' ups-rea and do(ns-rea valueHadded Jo(s o a-erials2 nal 'oods andrela-ed inora-ion aon' suppliers2 -heopan#2 resellers and nal onsuers.

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ope-i-ive Pi-ure

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I@DG/$RK Anal#sis -hrou'h Por-ers

! Fores ModelMic(ael Porter.s )i$e )orces Model+

$hrea- o ne( 6n-ran-s

Indus-r# Rivalr#/ubs-i-u-e Produ-s

&ar'ainin' Po(er o &u#ers

&ar'ainin' Po(er o /upplier

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Prod*ct Li%e #ycle+

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!eco&&endation

&ased n #a*se Marketing:

Dano an also ake a apai'n a'ains- hildlabor oveen- in &an'ladesh.

In hildrens Da# -he# an ake even-s orau-is-i hildren.

$he# an 'o -o -he rural areas (ere people

are no- a(are o -heir o>Hsprin's heal-h.$he# an dis-ribu-e (in-er lo-hs aon' -he

poor people in -he (in-er season.

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#oncl*sion

$he presen- s-ud# revealed -ha- brandpreerenes o ilk po(der aordin' -oonsuers hoie

$he presen- s-ud# sho(ed -ha- -he re-ailersrank o di>eren- brands or ilk po(der inrela-ion -o various aspe-s -hese areHAvailabili-#2 Prie2 Cuali-#2 )#'ieni2Paka'in'2 /ales Proo-ion2 Adver-iseen-2Dis-ribu-ion /#s-e.

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HAN3 4O"