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1.1

COMPANY OVERVIEW

BD Group was established by Mr. Badrudduza in the year of 1969. First the group
was established as a trading house named BD Trading House. They exported
vegetables, clothing and other demanding products to other countries. They
continued this business till the year of 2004. During this time BD established a
master packaging industry in 1999. In 2004 they came up with the BD Group of
today. The company took two years to come with their products in the market. BD
is in a very good position now in 2010 from the companies started almost in the
same time.

1.2

OBJECTIVES OF STUDY
The main objective of the study is to analyze the 4Ps of B group. As it is one of
the first growing food producing companies of Bangladesh, we have done our
report regarding the development of the marketing activities by analyzing the 4Ps.
While analyzing the 4Ps, we have found many in depth parts that are very
influencing to the companys overall goal.

1.3

SCOPE OF THE STUDY

We made this report based on implementation of 4 Ps (Marketing Mix) of BD

Group. So our area of research is Marketing & Sales departments of BD Group.

1.4

LIMITATIONS OF THE STUDY

Even with our high motivation to fulfill each and every aspect of our readers
requirements in this report, we often found ourselves in a position where we could not get
the exact information. Following briefly says about the limitations we had for preparing
our report:

We could not get any information in the internet. The website of the company is
still under construction. The information center of the specific company is not so rich
therefore they could not support us with all the information. As all the products of the
company are not supplied in the general stores for which we had to go to the
departmental stores for the study. As the residence of the group members are scattered in
different places we had much problem to get together in group meetings. Short timings
were a big limitation for us. Last of the limitations were the student and garments sector
protests.

2.1

DATA COLLECTION TECHNIQUES

We have used two types of technique for collecting data. In some place we have
used questionnaire and in some places we have surveyed the market by ourselves.
Questionnaire method was used for acquiring the company overview and data on placing,
promotion and pricing of the product. Market survey was done to get information on
pricing and product quality.

2.2

SOURCES OF DATA COLLECTION

Data can be collected from primary source and secondary source. In our report we
have used both the sources to collect the data. Primary source was used to collect the
maximum data. We have gone to the company head office for pricing method, placing of
the product and promotional activities. We have visited Agora Departmental store,
Nandan Departmental store and Trust Family Needs Departmental store for price
comparison with other brands in the same industry. Internet was used as secondary source
to collect some pictures of the product.

3.1

PRODUCT

Product is anything that can be offered in a market for attention, acquisition and
use. Product means things which we use to satisfy our needs and wants.

BD Group, Bangladesh produces and sells only consumer products in both local
and international market. They mainly produce food items. The product line of the
company, the core benefit of using the product and the variation in product quantity is
given below.

3.1.I PRODUCT MIX

BD Group has 54 items in its product mix. These items consist of mainly
powdered spices.

TARMARIND POWDER
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CHILI POWDER
DHANIA POWDER
JIRA POWDER
CURRY POWDER
PANCHFORON POWDER
BEEF CURRY POWDER
FISH CURRY POWDER
CHICKEN CURRY POWDER
PANCHFORON DANA
GARAM MASALA
HALIM MIX
CHANACHUR
JHAL CHANACHUR
DAL VAJA
BADAM VAJA
MOTOR VAJA
BOOT VAJA
POTATO CHIPS (TOMATO)
POTATO CHIPS (TOK JHAL)
MANGO ACHAR
JOLPAI ACHAR
MIXED ACHAR
ROSHUN ACHAR
TETUL CHATNI
MANGO CHATNI
BOROI CHATNI
JOLPAI CHATNI
MIXED CHATNI
HOT CHATNI
AMLOKI CHATNI
BD FOOD JELLY
PINAPPLE JAM
MANGO JAM
MIXED FOOD JAM
MUSTARD OIL
SHUGONDHI RICE
MANGO BAR
TOMATO SAUCE
CHILI SAUCE
GREEN CHILI SAUCE
TETUL SAUCE
SOY SAUCE
WHITE VINEGAR
BD MURI
TOAST BISCUIT
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BUTTER TOAST
BD CHOCO CHOCO
LICHI DRINK
ORANGE DRINK
KHIR MIX
BD SHEMAI (LACCHA)
BD SHEMAI (VERMESHELI)

3.1.II CORE BENEFIT

The core benefit of using BD food products is to get high quality products at the
cheapest rate in the local market.

3.1.IIIBRAND NAME

Each and every product has its brand name which gives it an identity in the
market. Likewise all the products of BD Group are branded as BD like BD chatni, BD
chanachur, BD achar, BD jelly etc.

3.1.IV QUALITY LEVEL

The main strength of this company is the quality of the products. BD produces
their products in a very hygienic environment. The ingredients used to produce the
products are highly checked. All of their products are BSTI approved.

3.1.V DESIGN

As they produce only the food products, design of the products is not a big deal.
Even after that they try to maintain a standard design of the products as per possible.

3.1.VI PACKAGING

Packaging is a very important subject of the products, as they produce food

products. They package their products totally in automated system so that the quality of
the products remains the same.

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3.2

PRICE

Pricing is a very important factor of a product. If the pricing of any product is not
made efficiently, it becomes very difficult for the product to grab a good number of
market shares. BD food produces only food items. In terms of making the prices of
different products of this company, first of all, they consider the quality of the products.
As there are many competitors are available in the market, they also have a look at the
prices of the competitors products. They also consider some other things like the price of
raw materials, production cost, salaries of the employees, wages of the workers etc.
Considering all these things BD food fixes the prices of their products.

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PRODUCT

BD FOOD

PRAN

ACI

AL-AMIN

TK 75/=

TK 85/=

(per 400 gram)

(per 400 gram)

TK 90/=

TK 150/=

(per 400 gram)

(per 400 gram)

TK 80/=

TK 90/=

(per 400 gram)

(per 400 gram)

TK 90/=

TK 80/=

(per 400 gram)

(per 400 gram)

TK 55/=

TK 62/=

(per 340 gram)

(per 340 gram)

TK 55/=

TK 56/=

NAME
Mixed Pickle
Garlic Pickle
Chatni
Jelly
Sauce
Red Chili Powder

(per 200 gram)

Turmeric Powder

(per 200 gram)

TK 83/=

(per 200 gram)

TK 78/=

(per 200 gram)

Halim Mix

TK 80/=

TK 35/=

Mustard Oil

(per 200 gram)

TK 50/=

(per 200 gram)

_

TK 52/=

(per 1 liter)
Vinegar
Khir Mix

(per 1 liter)

TK 30/=

TK 30/=

(per 300 ml)

(per 300 ml)

TK 35/=

(per 150 gram)

Badam Vaja
Motor Vaja
Chanachur
Toast Biscuit

TK 40/=

(per 150 gram)

TK 6/=

TK 7

(per 40 gram)

(per 40 gram)

TK 7/=

TK 7/=

(per 30 gram)

(per 30 gram)

TK 47/=

TK 45/=

(per 400 gram)

(per 400 gram)

TK 46/=

(per 350 gram)

TK 50/=

(per 350 gram)

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Shemai
Mango Bar

3.3

TK 24/=

TK 25/=

(per 200 gram)

(per 200 gram)

TK 210/=

TK 180/=

(per 480 gram)

(per 480 gram)

PLACE

Place is one of the important components of marketing mix. Any kind of product
or service is placed according to the customers need or want. The better the placement of
the product is, the more it is easy to be successful in marketing activities as well as in
achieving the organizational goal will be.

BD foods product is a well known food producing company in Bangladesh. This

company supplies their different types of food items not only in Bangladesh but also in
many other middle-east countries. They have made up their marketing mix in a very
effective way.

3.3.I Market segmentation

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BD foods product has segmented their market in three parts. They have divided
their domestic market into two parts. One is for north region and another is for south
region. International market is under third segmentation.

3.3.II Target marketing

The main target market of BD foods product is all types of people in Bangladesh
and in some other countries as it produces the basic food item & maintain a good quality.

3.3.IIIDe-marketing

BD foods product has reduced their demand temporarily by supplying their all
kinds of items only to the departmental store. There are some items of BD foods product
which are not available in the local shops which is a de-marketing strategy for BD foods
product.

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3.4

PROMOTION

Promotion is another component of marketing mix. Promotion means activities

that communicate the merits of the product and persuade target customers to buy it.

Promotion includes the following items:

Advertising
Personal selling
Sales promotion
Public relation
Direct marketing

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The combination of these five components are called Major Promotional tools
of Integrated Marketing communications .

BD Food used to give advertisement of their products in Television also in the

newspapers and radio. They always try to convince the target customers by showing
their purity of foods . Thats why they use the words Good Foods just after the
company name such as - BD Food , Good Food.

In recent days BD Group has stopped their promotional activities. The executives
of the company say that the company has lost more than 100 Crore BDT due to
accidental fire in their Chittagong factory and warehouse. But BD is still doing business
in this competitive market because of their product quality. Personnel of the company say
that they supplied a huge amount of product in an AGM of a company and the company
was much satisfied with their customer behavior and product quality. From then onwards
BD has been supplying products to many AGMs.

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4.1

SUGGESTION

They should develop their website.

As BD has not been showing any kind of advertisement for last two years,
so they need to start showing their advertisements again soon.
Information centre should be richer.
All types of BD food products are not found in the local market except the
departmental stores, they should supply their all kinds of products in the
local market.
They should make some more divisions in their domestic distribution
channel, since they have divided the domestic market in only two parts
one is for south region and another is for north region.
They should use labeling in the language of the particular country to
which they supply their products.

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 They should do some CSR activities.

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5.1

CONCLUSION

In conclusion, we can say that BD food products is a very well known food
producing company not only in Bangladesh but also in many foreign countries. They are
very much aware of their product quality for which reason the company is in the current
position. Another important factor about this organization is that they always prefer
natural products to use as raw material which is very hygienic and dont cause harmful
diseases to the human body. This company is a potential company which can grow bigger
as we have seen the demand of their products both in the local market and in the foreign
market which can contribute a lot to the national economy and create job facilities for the
unemployed people of this country.

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