Professional Documents
Culture Documents
GULMO
A GARDENING SERVICE
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MARKETING PLAN ON
GULMO
A GARDENING SERVICE
Prepared for
Dr. Tamgid Ahmed Chowdhury
Assistant professor
Department of Marketing, IBA, Jahangirnagar University
Prepared By
Name
ID
Oliva Biswas
201503004
Farzana Rahman
201503007
Iffat Zaman
201602002
Priyanka Bishwas
201602008
Signature
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Table of content
Chapter
Executive summary
Content
Page number
iii-iv
Chapter 1
Introduction
1-2
Chapter 2
Company profile
3-6
2.1. Segmentation
Chapter 3
7-10
Chapter 4
Product profile
11-24
11
b. Products characteristics
11-15
16-18
d. Product position
analysis with
growth matrix
20
BCG
21-22
22
g. SWOT analysis
23-24
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Chapter 5
Chapter 6
Pricing strategy
25-30
25-26
26-28
29-30
Promotional tools
31-36
6.1. Advertisement
31
32-35
6.3.
Message
advertisement
35-36
of
Chapter 7
Problem identification
Chapter 8
Recommendation
suggestion
the
37
and
38
39
Acronyms , Biblography
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Executive summary
This report has been prepared to provide an overview of GULMO gardening service. The
objective of this report is to find out GULMOs prospect, deficiencies, position etc. GULMO is a
startup gardening business organization which has been established 18 July 2016. The main
motto of GULMO is- .
In 1st chapter we discuss about why GULMO introduced itself in the market. For every living
being a greener world is too much important. GULMO is introduce itself to make a greener
society for a better life.
In 2nd chapter we discuss about the company, its objectives, segmentation and target market.
GULMO is a partnership organization which provide gardening services like- plant, soil,
fertilizer, pesticide, installation & maintenance service along with consultancy of expert
horticulturist. Its main target market are different customer class and business class. GULMO
provides best quality services with- experienced gardener, expert horticulturist, scientific
sustainable design, skilled designer, skilled worker, online customer service. GULMOs main
aim is to provide its respected customer best quality and designed product which will fulfill their
requirements by capturing maximum profit.
In 3rd chapter we give an overview of current market situation of gardening business. Gardening
business has become an emerging sector in our country. The popularity of gardening business
ascend gradually. In the market of gardening business we found that GULMOs has a huge
opportunity of capturing a lump sum market share.
In 4th chapter we discuss about GULMOs product and packages. GULMO has different packages
with variety range in price for different customer class. Its main products are- Dcor package,
Gate gardening package, Roof top pleasant, Roof top classic, rooftop grandee and elementary
packages,
Here we also discuss the variety, quality, design of GULMOs product and services. We also
analyze its BCG matrix in which we see that GULMO is in the position of question mark where
market growth is high but market share is low. GULMO select its target market on the basis of
existing customer and potential customer. The product life cycle of GULMO said that as they are
a startup business and just launching their product they are in Introduction stage of product life
cycle. We also make an SWOT analysis to point out the Strength, Weakness, Opportunity and
Threat of GULMO.
In chapter 5th we discuss about the pricing strategy adopted by GULMO on the basis of
marketing objectives, market demand, cost of production etc. Also discuss about the pricing
strategy they follow. We find that GULMO used both value and cost based pricing strategy.
After analyzing the break-even point we can see that GULMO will be able to attain profit after 5
year of its operation. GULMO also work on some price adjustment strategy like- seasonal
discount, promotional pricing etc.
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In the 6th chapter we said about GULMOs promotional procedure. How they promote their
product to the customer. For advertisement GULMO use ATL, TTL, BTL media. Besides this
they make bill board advertisement, print media, social media, campaign, direct marketing, email
etc. and different message to attract the customer.
In chapter 7th we discuss about the problems GULMO may face in its operation. The main
problems that are pointed out- capital insufficiency, threat of new entrants, raw material shortage
etc.
In the 8th chapter we give some recommendation for solving the problems that may be faced by
GULMO. Like- adoption of new strategies to compete with its rival and new entrants, to reduce
the amount of debt and increasing the owners equity etc.
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Chapter 1
Introduction
Gardening or greening is becoming very popular gradually in our modern lifestyle. Due to
deforestation, our beloved earth is losing its sustainability day by day. Globalization has become
such a major concern for us. People nowadays are very concern about the necessity of greening.
Thus gardening is being encouraged even by concerned government.
As Bangladesh is still a developing country, people here are not much concern of these issues
like the people of the developed countries. But scenario is changing. People now try to maintain
green more and more by having a little garden in their small balcony, on rooftop, some little
cactus for interior decoration, even recently it can be seen that foot over bridges, the roadsides
are being decorated with trees and flowers.
As days goes people are being more interested in decoration with green. In their busy, polluted,
hectic city lifestyle a touch of nature brings mental peace and calmness. Starting a gardening
business can be a very profitable business in a gradually developing country like Bangladesh.
Both in household area and corporate area, a very effective flexible gardening service is going to
be successful.
GULMO is going to start their business with experienced gardener, expert horticulturist,
scientific sustainable design, skilled designer and workers. This is going to ensure the excellent
quality of seeds and plants, flexible and assured maintenance service, enchanting decoration,
peaceful environment in house, office or even surroundings. GULMO is not only going to
provide product and service via physical outlets but also online shopping service. In a modern
lifestyle where people are too busy with their maintenance of work and life, they may not find
time to actually visit outlet, choose suitable plants or seed, plan a decoration and actually do
gardening. This is where GULMO is going to be their totally reliable place. All our customers
have to do is place an order via internet and our experts are going to take care of everything. We
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have all kind of segmentation from upper class, upper middle class to middle class, corporates
restaurants and universities. So there is no need to be worried about budget, we are going to offer
our customer packages according to their budgets.
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Chapter 2
Company profile:
GULMO gardening service is a startup gardening business and additional service provider
located in Savar, Dhaka. GULMO is a provider of various plant, soil, fertilizer, pesticide,
installation & maintenance service along with consultancy of expert horticulturist and home
delivery service. By commencement GULMO is a partnership business. GULMO is founded on
18 July, 2016. The main slogan of our business is . GULMO has a capital
investment of tk 60 lakh as it is a startup business. 60 percent of our investment is from owners
equity and 40 percent is from long term debt.
Gardening business is a new idea in our country. As a flourishing sector we decided to start a
business. Government of Bangladesh also give some tax benefit as gardening business are an
emerging and demanding sector. Besides that the respected Mayors of Dhaka City Corporation
declared that, household, apartments, corporates those who have a rooftop garden can avoid 10%
of the holding tax. So, we can measure a huge progress of this sector.
GULMO will offer an exclusive service to make an apartment, lawn, rooftop, corporate house,
and restaurants more elegant, classy, and enchanting by providing expert garden design, fountain
service, nursery service, expert consultancy, and maintenance service for different individual and
corporate customer bases on their geographical location in Dhaka and Chittagong. We have our
show room on Shimanto square, Dhanmondi, Dhaka-1205 . GULMO provides the best quality
products and services with theiro
o
o
o
o
o
Experienced gardener.
Expert horticulturist.
Scientific sustainable design.
Skilled designer.
Skilled worker.
Online customer service.
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2.1
SEGMENTATION
Demographic
Psychographic
Business Criteria
Dhaka City
Chittagong City
Sylhet City
Rajshahi City
Barishal City
Khulna City
Income Level:
160,000-200,000(per month)
100,000-150,000 (per month)
50,000-100,000 (per month)
Social Class
1. Higher Class
2. Higher-Middle Class
3. Middle Class
4. Lower Class
Dhaka City
Chittagong City
Sylhet City
Rajshahi City
Barishal City
Khulna City
Restaurant
Corporate offices
Universities
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2.2
TARGETING
Dhaka City
Chittagong City
Income Level:
160,000-200,000(per month)
100,000-150,000 (per month)
50000-100000 (per month)
Psychographic
Social Class
1. Higher Class
2. Higher-Middle Class
3. Middle Class
Dhaka City
Chittagong City
Restaurant
Corporate offices
Universities
2.3 Mission:
The mission of GULMO gardening service is to provide high quality gardening service for
residential and corporate (restaurant). We will endeavor to attract and maintain our customer by
providing service in best way that will exceed their expectation.
2.4 Vision:
The vision of GULMO to be a market leader with maximum market share, by expanding
business coverage more area of Bangladesh within 2030.
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2.5 Objectives
The main objectives of GULMO gardening service areo Establish GULMO gardening service as a leading best quality gardening service provider
in the market.
o GULMOs main aim is to provide its respected customer best quality and designed
product which will fulfill their requirements.
o GULMO will now start our business only in Dhaka and Chittagong. In near future we will
hope to expand our business all over the Bangladesh.
o Concurring maximum profit.
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Chapter 3
Current market situation:
The current market situation of gardening business is not much developed. There are a few small
companies doing business area wise. Most of the garden service only have nursery which is
traded in the locality where they set their business. Most of the venture is not well equipped. The
local gardening service provider are not that much efficient to serve a large group of customer.
The only company serving in the market is BONAYON. The run monopoly business in the
market as for last 15 years as there is no other existing company is gardening business.
BONAYON has a strong market share in the market around 36% of the total market share. The
rest of the share occupied by other local nursery business. So our main competitor is BONAYON
because they have the efficiency and experience of doing business for last 15 years. Here we can
compare our business with BONAYON by doing SWOT analysis of BONAYON.
Strength
o
o
o
o
o
o
Weakness
o
o
o
o
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Opportunities
o Bonayon can serve middle class customer.
o Customer can increase as there is an advantage of avoiding holding tax.
o They can broaden their geographical area of service.
Threats
The main threat of Bonoyan will be any other gardening service
company
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Weakness
o
o
o
o
Opportunities:
o
o
o
o
o
Growing market.
High demand.
Holding tax avoidance advantages up to 10%.
High scope of innovation.
Large community of customer.
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Threats
o
o
o
o
By comparing SWOT analysis of BONAYON and GULMO, we can say that as a startup
company GULMO will able to perform well in market and achieve a strong market share in
market.
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Chapter 4
Product profile:
GULMO has provide different types of gardening service starting from single plant to package
program. We provide best quality plant to enhance the beauty of residence and corporates.
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o Rooftop packages:
Roof top packages are available into different categories
Rooftop pleasant:
Here we includes only plants of different types like flower, fruit, vegetables,
herbs etc.
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Rooftop classic:
Rooftop classic include seasonal premier and regular flower, fountain,
orchids, cactus, bonsai etc. expert design. 9 month free service. Also include
terracotta, ceramic, wooden, homemade pots.
Rooftop grandee:
Rooftop grandee includes waterproof grass/ natural grass carpeting with
seasonal premier and regular flowers, fruits, bonsai, palm, orchids, fountain
etc. expert design terracotta, ceramic, wooden, homemade pots. 9 months free
service with no installation cost.
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o Elementary packages:
In elementary packages we includes different seasonal premier and regular
flowers, herbs, vegetables (organic & hybrid), fruits (foreign &native), orchid
of different types, bonsai, fountain service, kitchen side gardening, etc. We
offer this product with free service cost and 6 month free service.
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An overview of all product packages of GULMO according to the customer segment are given
below-
Customer Segment
Business to Business
Business to Customer
Corporate
Restrarurent
Universities
Middle class
Upper class
Decor package,Rooftop
classic , Rooftop
grandee, Gate
gardening
Elementary package,
Gate gardening,Rooftop
classic, Rooftop
pleasent, Decor
package
Decor package,Gate
gaedening, Rooftop
pleasent, Rooftop
classic, Elementary
package
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Flowers
Fruits
Herbs
Vegetables
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Herbs
Vegetables
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Design:
GULMO provide the best quality product along with replacement advantage. The quality of the
product ensured by the horticulture specialist and experienced gardener.
The main features of our product are- Best quality.
- Different variety.
- Free installation (drainage facility, pot, spray etc).
- Replacement advantages.
- Consultancy service.
- Time to time maintenance service.
GULMO has its own packaging system with expert supervision.
GULMO has provides some extra services like-
Free installation.
Consultancy service.
Maintenance service.
Horticulturist advice.
Transport facilities.
Customer care.
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BCG growth
matrix
Low
High
As GULMO is a startup company and have a great aspect of advancement. We can define the
position GULMO by analyzing the Boston Consultancy Group (BCG) analysis compared
with other competitor.
Low
Fig: BCG growth matrix
After analyzing the BCG growth matrix we can see that in STAR company has high business
growth rate and relative market share is also high. So, in market BONAYON is holding that
position.
Our brand GULMO is in QUESTION MARK. In Question Mark, Company has low market
share but the market growth rate is high. As a startup company GULMO has a low market share
but its market is growing rapidly.
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Economical
Target market
selection
Existing
customer
Elegent
Potential
customer
- Economical :
GULMO will offer the product for the customer who will prefer quality product
as per their income level. GULMO will provide them the packages as per their
need. GULMO offer Elementary packages, Dcor package, Gate gardening,
Rooftop pleasant for these customer type.
- Elegant:
GULMO will also offer product for the customer who will prefer exquisite
services. GULMO will offer - Dcor package, Gat gardening, Roof top classic,
Rooftop grandee for the exquisiteness.
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Introduction
Growth
Maturity
Decline
Sales &
profit
GULMO
Sales
Profit
Loss
Time
Fig: The product life cycle
GULMO is a startup business its just introduce its product in the market. After analyzing
product life cycle it can be said that as GULMO only introduce its products in the market
its in the introduction stage of the product life cycle
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Strength
o
o
o
o
o
o
o
o
Weakness
o
o
o
o
Opportunities:
o
o
o
o
o
o
Growing market.
Strong market position.
High demand.
Holding tax avoidance advantages up to 10%.
High scope of innovation.
Large community of customer.
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Threats
o
o
o
o
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Chapter 5
Pricing strategy:
Different pricing strategy are followed by GULMO. Initially GULMO research about the
situation of market after considering some factor GULMO design its price of the product
packages and services.
o Marketing objectives:
As we know GULMO is a gardening service company. So its main concern is its
respected customer. With its entice product feature and adroit services it is able to attract
the customers of different level.
o Market demand:
Market demand depends upon what type of market its belong to. Under the category of 4
market type GULMO belongs to oligopolistic market. Because the market is consists of
few sellers with highly sensitive pricing. Because almost all the gardening service
provider provides same types of services and facilities.
o Cost of production:
This is another factor consider for the initial pricing setting. The primary focus of
GULMO is cost minimization. There is some cost which cant be avoided like fixed cost.
As we said before, GULMOs total investment including owners equity and long term
debt is 60lakh. So, GULMO have to consider the fixed cost, variable cost, total cost,
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labor cost and material cost etc. An overview of GULMOs cost of production is as
belowCost of production
Fixed cost
Variable cost
Labor cost
Material cost
Total
Amount
420,000
223,200,0
937,440
108,475,2
467,419,2
Besides this GULMOs product and service pricing for different packages are like asProduct & packages
Home dcor
Gate gardening
Rooftop pleasant
Rooftop classic
Rooftop grandee
Elementary package
Price range
5000- 60000
4500-35000
3000-6000
15000-40000
50000- 90000
500-10000
competitor has strong position in market. So, it is assumed that after 5 year we can
achieve our desired profit.
o Equilibrium position:
In equilibrium position GULMO is in the state of no profit no loss. Here the total
revenue of GULMO is equal to the total cost
o Post equilibrium position:
In post equilibrium position it can be said GULMO is in the state of profit making.
Here the total cost will be below its revenue. So, it is foresee that, GULMO will make
profit within next 5 year.
E
A
C
Income
Cost
p
Break-even point
B
Variable cost
q
Loss
Profit
Fixed cost
Budget
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Customer segment
Upper class
Universities
Corporate
Restaurant
Middle class
Product
Dcor package
Gate gardening
Roof top classic
Roof top grandee
Dcor package
Gate gardening
Roof top classic
Roof top grandee
Dcor package
Roof top grandee
Dcor package
Gate gardening
Roof top classic
Roof top grandee
Dcor package
Gate gardening
Roof top classic
Rooftop pleasant
Elementary package
Dcor package
Gate gardening
Roof top classic
Rooftop pleasant
Elementary package
Price
30000-60000
10000-35000
30000-40000
50000-90000
30000-60000
10000-35000
30000-40000
50000-90000
30000-60000
50000-90000
30000-60000
10000-35000
30000-40000
50000-90000
5000-20000
4500-10000
3000-30000
3000-6000
500-10000
5000-10000
4500-6500
3000-15000
3000-6000
500-6500
GULMO will customize all the packages and services according to the taste and demand of its
respected customer.
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o Seasonal discount:
GULMO offer price reduction of to its valuable customer on its off peak season to
increase its sales volume. Like GULMO will provide around 25%-30% discount on
its all packages and services.
o Psychological pricing:
GULMO focuses on psychological pricing of all its packages and services. GULMO
said that Gardening for greener world. GULMO attract its customer by offering
different packages with combo offering like- Get any 3 packages on 30% -50% off.
o Promotional pricing:
-
GULMO also used promotional pricing strategies for the all its packages. GULMO
offersFree installation and maintenance service for 9 month.
GULMO also offer free expert advising and consultancy service.
On rainy season GULMO arrange fair where its offers product packages with reduced
price than the regular price.
o Differentiated pricing:
-
GULMO used customer segmented pricing. GULMO has different packages for
different customer segment with different price range.
GULMO also used product from pricing. GULMO has different product packages for
different customer level. Like
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Product
Elementary package
, Dcor package,
Rooftop
classic,
Roof top pleasant,
Gate gardening
Elementary package
, Dcor package,
Rooftop
classic,
Roof top pleasant,
Gate gardening
Dcor package, Roof
top grandee, Roof
top pleasant, Roof
top grandee, Gate
gardening,
Dcor package, Gate
gardening, Roof top
pleasant, Roof top
grandee
Dcor package, Roof
top grandee, Roof
top pleasant
Dcor package, Roof
top grandee, Roof
top pleasant
Customer groups
Middle class
Price range
500-10000
6000- 30000
Upper class
50000-90000
Restaurants
25000-90000
Corporate
50000-90000
Universities
35000-90000
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Chapter 6
Promotional Tools:
GULMO will use different promotional tools for the promotion of its product and service
packages.
6.1 Advertisement:
Advertisement is most effective form of communication for the promotion of GULMOs
product.
o Media selection:
ATL
TTL
BTL
Radio
Print Media
Build board
Social Media
Campaign
Direct Marketing
E-mailing
Brushier
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Day
Very high
8 times in an hour
High
6 times in an hour
Medium
4 times in an hour
Low
7am- 10 10 am - 12pm-4
am
12 pm
pm
4pm -6pm
6pm-8pm
8pm-10
pm
10 pm-12
am
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
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7am -10am
10am-12 pm
12pm- 4 pm
Normal time
4pm -6 pm
6pm-8 pm
8 pm- 10 pm
Usual time
10pm -12 pm
Normal time
12pm -6 pm
Off-pic hour
- Print media:
Prothom alo ,Daily Star and Financial Express 1will be our main print media. Because, our target
market start from the middle class who will covered by Prothom Alo and Daily Star. On the
other hand for the corporate class our focus will be Financial Express.
- Bill Board:
Initially only for Dhaka city we are going for Build Board advertising. Targeted location will be
Bijoyshoroni crossing, Bannani crossing, Airport road, Gulshan 1 circle, Gulshan 2 circle and
Manikmia avenue (beside Arang)
According to Alexa Prothom Alo is the most read Bangla newspaper and Daily Star is the most
read English Newspaper in Bangladesh.
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Gulshan 1 circle
Gulshan 2 circle
Manikmia Avenue
We choose these locations for our initial Billboard marketing because in the first stage we need
to find place in our customers mind (Mind share). These places are the most traffic area where
traffic is large and it takes long time. Our targeted consumers are mainly the working people who
have little time for their garden and also the middle class. These areas are crossed by them once a
day because Lalmatia, Dhanmondi, Gulshan, DOHS (Mirpur, Mohakhali, Baridhara, Banani)
consumers will cross these area. Now-a-days the headquarters of the corporate houses are also
situated around these areas.
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- Campaign:
Rainy season is the most impertinent time for GULMO. So, the Campaign in the school, college
and university will held on July August these two months. Students will give some practical
plan planning, maintenance and also the different use of different plans along with the
importance of different plans. Like which plan we can plant inside the hose and which is notharmful for us.
6.3
GULMO has set 4 different types of message to attracting the customer groups:
- Corporate:
For corporate GULMOs message is-
Why wasting money on interior, make your place pleasent and eco friendly with
GULMO.
- Rainy season:
As we know rainy season is the best time for planting tree. So GULMOs message will be
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- GULMOs message:
GUlMOs all-time message is
- Winter season:
Winter is the season of flower and vegetables. GULMO will promote its product by saying
Jan
Feb
March April
May
Jun
July
Aug
Sep
Oct
Nov
Dec
Chapter 7
Problem Identification
Through our analysis we have found several problems or threats that GULMO might encounter
witho There can always be a new company copying our concept line. We are going to provide a
minimum costing products and service and there can always be other companies coming
up with lower cost than GULMO.
o Being a well-known and trusted company takes a lot o time. We are going take several
promotional steps but still it is not going to be that easy. Making a customer switch from
another companys product requires a strong brand name and popularity. For a new
company like GULMO it might take a longer period of time to earn the title of a trusted
company.
o Already an established company BONAYON can pose a threat. Whenever a new
company is launched the existing company tries to keep their customer and still lead the
market share.
o Expansion of our business can be a major problem due to financial issues. We are starting
our business with capital of 60 lakh where 40% is from long term debt. GULMO is not a
well-established company. So it is going to be difficult for us to gather further loans.
o
Currently we have available raw material supply. But Bangladesh is a politically unstable
country. Due to political crisis the availability and delivery of raw materials get
interrupted. Thus raw materials become costly at that time and we have seen a lot of
business crush due to political instability. And also availability of raw materials differs
due to weather change, sudden natural disasters etc.
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Chapter 8
Recommendation and suggestion:
On the basis of problems that are find out previously we would like to recommend some
suggestion that will help GULMO to deal with the problems-
o There is always been a possibility of new entrants in the market. So, GULMO should
adopt some strategies to sustain their existence in the market. On the basis of market
share and GULMOs profit they can do it by- lowering the cost of packages, more
advertisement and campaign, 24 hour customer care, combo packages offerings, likeoffering any 3 packages at a relevant cost.
o To compete with its main competitor BONAYON it should adopt a huge promotional
efforts with enchanting messages which will attract the existing customer of competitors
and also the potential customer who unaware about the market.
o GULMO is a startup company so its investment capital is low. So, they also focus on the
capital investment of the company. Because at the end of the day no company can run
without financial support. From their total investment only 60% is owners equity. They
should work on make it 100%.
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Acronyms
o BCG- Boston consultancy group.
o SWOT- Strength, Weakness, Opportunity, Threat.
o ATL- Above the line.
o BTL- Below the line.
o TTL- Through the line.
Bibliography
-
Marketing management- (a south Asian perspective) Philip Kotler, Kevin Lane Keller,
Abraham Koshy, Mithileshwar Jha. 14th edition.
Google.com
Bonayon.com
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