Introduction To Marketing (MKT 202)

Group Project
SUBMITTED TO Ishrat Jahan Sinthia Course Instructor

SECTIONS: 7
SUBMITTED BY
ABDULLAH AL ANSARI 073 223 045

M AKTAR UZZAMAN KAZI TAWHID AHMED ANIK KUKAR BARUA M SHAHAJADA HOSSAIN AKM AHSANUL ARAFIN

081 657 530 092 0558 030 091 0500 030 071 573 530 073 284 030

Letter of Transmittal

G6IL Introduction:
Six Groups Industries Ltd. is going to produce and marketing a new concept of tissue in Bangladesh that is green tissue. In Bangladesh market we are new with this product. So, we have opportunities to be star in the market. Green tissue is a special type of tissue in our country. It has different scents and flavours, it is a wet tissue and it can be used more than one time.

Our Vision : Serve quality freshness

Our mission : Cover market share quickly. Our slogan : Having fresh life

Situation analysis:
SWOT Analysis:

Strength:
More usable and useful Environmental friendly Uncompromising attitude

Weakness:
New product Lack of experienced labor force High price

Opportunity:
Create revolution Can use local materials Create more employments

Threat:
Hard to cover maximum market share Several competitors in the market

Strength:

Green tissue are more usable than other normal tissue. One can use it more than one time. It is easily disposable. It does not have any kind of harmful elements which can affect our environment. So, it is environmental friendly. We have uncompromising attitude. We are determined to gain maximum satisfaction from customer and maximum market share.

Weakness:

It is new product in market. So, at the beginning we might not get that much support from the customer as well as seller. In Bangladesh, we do not have experienced labor force in the production of green tissue. So, it is little bit tough to experience them about tissue. Price of its raw materials is higher than the general tissue. So, the total cost or price of green tissue is little bit higher than the general tissue.

Opportunities:
It can create revolution in Bangladeshi market. Because of its more usability, environmental friendly. We can use local raw materials for our productions. So, it is an opportunity for us to use our local raw materials. It will create more employments in our country.
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Threat:
We are completely new in market. So, there might be a chance that we cannot cover maximum number of customer. This is a loss for us.

Recently some other renowned company also wants to start producing and marketing green tissue. So, we will face a strong competitor in market.

Competitive Analysis:
Competitors:

G6IL manufactures a wide range of tissue items in Bangladesh. G6IL is the Pioneer of tissue manufacturing in Bangladesh. There are some competitors of Tissue Industry.

Main competitors are:

Bangla Tissue Fay Tissue Persona Tissue

What makes us different:

Manufacturer Superior Quality 4

 Competitive price Playing a vital role as an import substituting industry Saving foreign currency Pioneer role in production and distribution Creating awareness about health and sanitation

Product Differentiation: G6IL manufactures a wide range of tissue items. They Provides superior design and quality.

Person Differentiation:

Companies can gain a strong competitive advantage through people differentiation-hiring and training better people than their competitors do. BG has lots of educated and trained people to serve people.

Image Differentiation:

BG has a good brand image on people that convey the products distinctive benefits and positioning.

Segmentation:
Market segmentation is dividing a market into smaller groups of buyers distinct needs, characteristics or behavior who might require separate products or marketing mixes.

Tissue Industries of G6IL has two items of tissue which can satisfy all kinds of people.

Geographic Segmentation:
Because of G6IL has two tissue items so they operate in all areas and for all regions and pay attention to geographical differences.

Demographical Segmentation:
G6IL has two tissue items so they can provide tissue for all ages of people like Adults and Kids.

Common:

Pocket Tissue, Facial Tissue

Behavioral Segmentation:
Occasions:

Tissue is used in any occasion. Its a very important element for our day to day life. BG has a wide range of Tissue items those can be used in any occasion.

Uses Rate:

Markets can also be segmented into light, medium and heavy product users. Tissue is a very common item for all so its uses rate is high.

Targeting:
The industrial unit was set up at a time when use of tissue products was very limited and the demand was met through import. In This paper, it has been tried to trace out the functions of HR & Administration department of BTIL. It has been tried to draw out the manpower planning, recruitment, selection, placement, job analysis, performance appraisal, promotion, increment, counseling, grievance handling, handling disciplinary actions, transfer, training & development, industrial relation, salary & wages, leave management, health & safety, facilities for employees & other functions of BTIL. The setting up of the tissue manufacturing plant and product orientation by concentrated marketing efforts by group brought revolutionary changes in sanitation management in the country. Toilet tissue, pocket tissue and sanitary napkin now a day are widely used even rural areas of Bangladesh where people exposed to serious health damage due to unhygienic sanitation.

Positioning:

To communicate a company or brand positioning a marketing plan should include a positioning statement. As a group of G6IL Group is a fully capable of offering high quality service, individual support and timely response. G6IL can customize for each organizations business market segment and ultimately each customer. It has developed a clear position in the freight forward industry. It must communicate that positioning effectively to all the elements of the marketing mix. It maintains superior quality.

Objectives of the quality policies are: To understand the customers perception To offer low price with high quality service To provide timely response all type of service

Category positioning:

G6IL Tissue Industry has two Tissue category. We distribute our all kinds of tissue product by distributors in whole Bangladesh.

Price positioning: G6IL set a competitive price that helps them to compete with other companies. They have a separate department to set the actual price that helps them to compete with others. Product positioning: G6IL has two Tissue items for all kinds of segments. So we have got a good position in Bangladesh with our various kinds of Tissue Items

Consumer Profile:

Segments Age Sex Income

Target Consumer
Between 15-45

Facial for women Pocket tissue for men Can use all income level

Marketing Strategy -

Product strategyGreen wet tissue usually produce two types of product. one is facial tissue and the other one is pocket tissue. Green wet tissue will ensure about the quality of the product. we manufacture our product by machine, to ensure the tissue produce in a hyganic way. The tissue will be available in various color like pink, green and white with mint and strovery flavor. So that consumers can buy their chosen product. The tissue will be kept in a very attractive packet, which contains our brand name and all of its features. In the front side of the packet there will have a zipper .so that the flavor of the tissue will remain intake. we make the product with enviornmetal friendly material, so that the consumer can dispose up the tissue easily.

Price strategyThough green tissue is a new product , we are trying to minimize our extra cost. So we can distribute our product in a competative price. we also think about consumer perception about product value. So the consumers will be willing to buy the product. we are trying to minimize our distribution channel through vertical marketing system where producer, wholesaler and retailer act as a unified team to incurred extra cost. So that we can reach with our product to consumer at a cheaper price.
Value based pricing:

Custom er

Value

Price

Cost

Service

Place strategy10

Our aim is to distribute our product in the whole country. we are trying to ensure that our product will be available in all the retail store in the main districts. we gradually distribute our product in the stores beside the bus stand, train station ,market or in the office area. we are focusing our product will be available in the remote area also. we are trying to distribute our tissue in renowned hotel and resturent having our brand logo.

Promotion strategyGreen tissue works with such a product which is essential for daily life. Though it is a new product , we are trying to promote our tissue . So that every people will be aware about our product .we promote our product by : -print media -campaigning -Internet -bill board -organizing events -posters -distributing t- sharts , umbrella,pen having their brand Logo -distribute tissue to people in trade or cultural fair.

Marketing action plan for Green Tissue

This Marketing Action Plan is designed to give you the information and tools you need to market our product and make sure our message is as inspired as we are to get people moving. Marketing action plan table shows you what kind of marketing and advertising will work best to promote Green Tissue in the community.
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Marketing
Press Release

Brief Description
Issue Press release in the press club detailing the product features & benefits Distributing free 1000 mugs,100umbrella,tshirt,1000pen having the logo of the brand among the potential consumers costing not more than 50000 taka. Give advertisement on the front page of Prothom Alo and also in the others newspaper & Magazines costing 20000 taka. Place billboard advertisement in some prcise commercial places and in & around the city costing 50000

Key Outcomes
To raise awareness about Green Tissue in Bangladeshi community& to get information to the media Help to achieve potent brand visibility & increase brand recognition

Campaign

Print Media

Fast, easy &cheap way to increase consumers knowledge about our product our product because majority of the people have access to these newspapers & magazines. Billboard advertisement assuredly reaches its audience.Scince the message stay in the same places for a month or more, people who drive by or walk past see the same message a number of times. With the growth of information on the internet has growth the amount of time people spend on it, which has in turn generated a new market for internet advertising.Throgh Internet advertising Green Tissue can be much more reach than traditional advertising.

Billboard

Internet

Advertise Green Tissue using the internet

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Organizing Concert

Sponsor concert on cultural day like Pohela Boishakh & distribute free tissue to the audience Handed over leaflet in the entrance and exit of every mosque in Friday containing persuasive information about Green Tissue. Put leaflet into newspaper to cover targeted areas as door to door campaign. Design posters to enhance the message and alert the audience about the benefits of Green Tissue, then post them to the wall in some specific location.

Increase brand recognition among the audience.

Leaflet

This method is cost affective and can easily draw customer attention.

Posters

Cheaper way of advertising and can be seen by the audience at any time.

Conclusion: G6IL have to take some steps to achieve our goal like targeting the market, segmenting the market ,analyze cutomers feedback. We also select our marketing strategy which are given inside the report. We also make action plan for our new product line.

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