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goods or services of one seller or group of seller and to differentiate them from those
Competition.
Distribution Network- The company has an unrivalled distribution network of over 517 sales
centers under 24 Division.
Garden in Bangladesh- It also owns four of the finest tea gardens in Bangladesh: Ghazipore,
Mirzapore, Zareen and Neptune, all of which are equipped with state-of-the-art tea manufacturing
machinery.
Conclusion-Today, after decades of business in South Asia, the Ispahani Group is still dedicated
to providing high quality goods and services as well as having a positive impact on the community
at large.
2. Radhuni Masala:
Introduction-In 2000 Square Food & Beverage Limited introduced
"RADHUNI" with a vision to provide quality "ready-to-cook" food
ingredients for the housewives. Dedication to quality has given
"RADHUNI" unique position in the market.
Considered as the pioneer in Branded spices- By ensuring taste, quality, attractive packaging &
good coverage throughout the country Radhuni has been getting a remarkable response from
market.
Manufacturing unit- Square Food & Beverage Limited is located at Pabna, the northern part of
Bangladesh.
Conclusion-Radhuni has successfully crossed the border of the country and currently being
exported in more than 25 countries in the world which includes countries like Europe, Middle East,
North America and Asia.
6. WALTON :
Introduction-Walton is the latest multinational electrical, electronics, automobiles and other
appliances brand.Walton group headquarters in Bangladesh.
History-Walton had entered into electronics business in 1994 with manufacturing of electrical and
electronic items.
The key secret behind the success-Walton lays its variation of production capacity and customized
orientation of new product as per the demand of customer. Walton has earned domestic and global
recognition.
Awards- Walton has achieved many international & national awards and recognitions like some
recent prestigious and best business awards.
Conclusion-Walton's Innovation is dedicated to building a more advanced society through the
fusion of sophisticated technologies
7. PRAN Frooto:
Introduction-PRAN Frooto Mango Drink was launched in Bangladesh in
2007 as refreshing mango juice & quickly went on to become the leader in
juice category market.
History-With the launching of "Mango & it’s future" campaign in 2009 it’s
winning taste & unique communication PRAN Frooto Mango Drink has
created a great deal of excitement in its category and celebrated the
indulgence in mangoes like no other brand have done before.
Conclusion-From the beginning time, it has gained acceptance to consumers because of its taste
and quality. Now-a-days, PRAN Frooto Mango Drink is seen in more than 115 countries of the
world.
8. Mum Water:
Introduction- Partex Beverage Limited (PBL) began its commercial production in the year
1997, as the sole bottler of Royal Crown Cola Co, USA. It was the first beverage brand to enter
the Bangladesh market after the commonly known Coke and Pepsi.
Distribution- PBL’s greatest strengths has more than a hundred distributors around the country,
serving more than 10 Million outlets in rural and urban areas. PBL’s products have also started
going beyond borders, and they plan to increase their footprint in the year to come.
Conclusion-At present, there are more than 7 companies producing carbonated beverages
Bangladesh, but PBL can proudly say that they are 2nd largest market share holder in the
carbonated beverage market in Bangladesh.
9. MILK VITA:
Introduction- Milk Vita is a milk production company that produces milk
under its own name. It is owned by Bangladesh Milk Producers Co-operative
Union Limited, a cooperative managed by the government of
Bangladesh. Milk Vita has 70 percent market share of liquid milk in
Bangladesh. The company was founded in 1974.
History-Makes necessary efforts to fulfill the demand for milk and milk products of city dwellers
by collecting milk from remote places of the country. Presently, Bangladesh Milk Producers Co-
operative Union Limited operates in six milk shed areas of the country viz Tangail, Manikganj,
Tekerhat, Baghabarighat, Rangpur, and Sreenagar.
Distribution-Dhaka, Gazipur, Chittagong, Comilla, Sylhet, Bogra, Rangpur, Rajshahi, Khulna and
Jessore the distribution of Polar Ice Cream can be found almost everywhere in the country.
2.Google:
Introduction- Google was founded in 1998 by larry page and Sergey Brin,
PhD student at Stanford University who were fed up with the existing
Internet search technology companies and their inability to return accurate
search results.
Mission of google- Google's mission is to identify human problems than can be solved with
technology and then come up with the technologies that solve those problems.
Products- Several of Google’s products are derived from acquisitions including Docs, Earth, and
YouTube. These products have expanded Google’s brand and brought the previous users of
these services to Google. Double Click , as mentioned earlier, added the banner component of
Google’s advertising business and brought along significant revenue to Google’s income
statement.
Conclusion- Google’s success is clearly attributable to how it treats the people who have a stake
in the company. Google’s founders started the company with a unique vision and the
implementation of that visionhas been very successful. The degree to which the company succeeds
in the future will largely depend on how it leverages its experience while staying true to that vision.
3.CoCa-Cola:
Introduction- Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola
Company. Originally intended as a patent medicine, it was invented in the late 19th century
by John Pemberton and was bought out by businessman Asa Griggs Candler, whose marketing
tactics led Coca-Cola to its dominance of the world soft-drink market throughout the 20th century.
History- May 8, 1886 introduced in market.
Products- Diet Coke, Diet Coke Caffeine-Free, Caffeine-Free Coca-Cola, Coca-Cola Zero ,Coca-
Cola Cherry, Coca-Cola Vanilla, Coca-Cola Citra, Coca-Cola Life.
Conclusion- In 2013, Coke products were sold in over 200 countries worldwide, with consumers
drinking more than 1.8 billion company beverage servings each day.
4.Microsoft Corporation:
Introduction- Microsoft Corporation is an American multinational technology company with
headquarters in Redmond, Washington.
Founded- April 4, 1975; 42 years ago in Albuquerque, New Mexico, United States. Founder of
Bill Gates and Paul Allen.Head quarters in Microsoft Redmond
campus, Redmond, Washington, united states.
Products-Microsoft Excel, Microsoft Outlook, Microsoft PowerPoint, Microsoft Access,
Microsoft Front Page. Microsoft FrontPage
Conclusion- Microsoft products traditionally been plagued with security problems, leading to an
entire malicious software industry today. Although all major operating systems and computer
problems have been subject to attack at one time or another, Microsoft’s latency at resolving issues,
and the sample of number of them, has tarnished the company’s image.
5.Toyota:
Introduction-Toyota Motor Corporation (TMC) or Toyota is the Japanese multinational
organization and the world largest automobile manufacturers. Toyota today manufactures a diverse
line-up of vehicles all over the globe. As an innovative leader.
Established-Toyota established in 1937.
Company's Founder Name- Kiichiro Toyoda.
Conclusion- Industries to create automobiles. Toyota also owns and operates Lexus and Scion
brands and has a majority shareholding sake in Daitatsu and Hino Motors, and Minority
Shareholdings in Fuji Heavy Industries, Isuzu Motors, Yamaha motors. The Company includes
522 Subsidiaries.
7.Samsung:
Introduction- Samsung is a South Korean multinational conglomerate.
Founder- Lee Byung-chul.
Products- Apparel, automotive, chemicals, consumer electronics, electronic components, medical
equipment, semiconductors, solid state drives, DRAM, ships, telecommunications
equipment, home appliances.
Conclusion- Today SAMSUNG innovative and top quality product and processes are world
recognized. This timeline capture the major milestone in SAMSUNG’S
history, showing how the company expanded its’s product line and reach, grew it’s revenue and
market share, and has followed its mission of making life better for consumer around the world.
8.Amazon:
Introduction- Amazon is an American electronic commerce and cloud computing company based
in Seattle, Washington that was founded by Jeff Bezos on July 5, 1994. The tech giant is the
largest Internet retailer in the world.
Products- Amazon App store, Amazon Echo, Amazon Kindle, Amazon Prime, Amazon Video,
ComiXology.
Conclusion- Amazon.com the largest leading online Retailed had survived for nine long year
without annual profits because it guided by a long term vision that put into place strategies for the
development of technology infrastructures.
9.Mercedes-Benz:
Introduction- The brand is known for luxury vehicles, buses, coaches, and
lorries.
History- The headquarters is in Stuttgart, Germany. The name first appeared in 1926
under Daimler-Benz. Founder was Karl Benz and Gottlieb Daimler.
10.GE:
Introduction-General Electric (GE) is an
American multinational conglomerate corporation incorporated in New
York and headquartered in Boston, Massachusetts.
Products/Services-Aviation, Current, Digital, Energy Connections, Global
Research, Healthcare, Lighting, Oil and Gas, Power, Renewable Energy, Transportation,
and Capital which cater to the needs of Financial services, Medical devices, Life
Sciences, Pharmaceutical, Automotive, Software Development and Engineering industries.
Founder- Founder of GE was Thomas Edison, Charles A. Coffin, Elihu Thomson, Edwin J.
Houston, J.P. Morgan.
Customer Based Brand Equity pyramid: (LUX)
1.Salience: Lux is identified as a beauty soap for Women. It did try to enter the men’s market
once by roping in a famous Bollywood actor Shahrukh khan, for its Tv commercial in which he
was shown in a bath tub. However, the attempt filled, and now it is positioning itself as solely for
women. It primarily Satisfies the need for a bathing soap required to maintain basic Hygiene and
to enhance beauty.
2.Performance: Lux has several ranges of bathing soaps and body wash, performing different functions.
The primary characteristic of all of these is to enhance beauty, while in terms of secondary features, some
are seen as providing smooth and softs skin, some for fragrance and some for freshness.
Each product is styles and designed as per its functions. For example the Lux Strawberry Cream Body
wash is for providing a soft and smooth skin as suggested by the name as well as the packaging ,that consists
of pink color, strawberries, and the cream shown smoothly flowing down on the pack. Pricing is also done
according to the market perception of quality, as the Cream Body wash category is priced higher than the
normal soap category.
3.Imagery: Lux has always positioned itself as a soap used by the stars. It
asassociated with it almost all the leading ladies of Bollywood over the years, depending on who
is at the top of the Bollywood charts. this has formed its image in the consumer mind as that of a
glamorous High-quality soap, which women as beautiful as actresses use. Thus, to see themselves
among the stars, women are often attracted towards the brand persona of Lux. However, with time,
Lux has also evolved itself to bring out different soaps and body wash products, to increase its
market segment and include needs of as many Indian women as possible.
4.Judgments: Lux is considered to be a good quality soap, and the fact that it has maintained its
position for more than 100 years now, bears testament to its quality
and superiority llover other products which come and go, raising its credibility beyond any other
soap brand. Still, because of a lot of new and strong entrants,
some even from the same parent company, HUL, Lux has suffered some cannibalization in recent
years. However, the judgment of consumers about Lux has always been positive; one that of good
quality, attractive packaging, useful features and high reliability.
5.Feelings: The main feelings associated with the use of Lux are that of social
attractiveness from beauty, selfworth from personal care, warmth from the experience of bathing,
and security because of the old and reliable brand image.
6.Resonance: Since Lux has been in the market for other a 100 years now, it has
become something that is passed down through generations in some families. Consumers
sometimes buy Lux as a regular habit, like any other grocery item. This can only be possible
because of a strong positive resonance in their minds, mostly enhanced by the advertisements, and
the experience of using Lux that has always matched the consumer expectations across years.
3.Imagery: Positive brand image is created through favorable brand associations. Hatil has
positioning as brand though used by newspapers advertising and so on. Since brand awareness,
particularly the brand recall, relates to consumers ability to retrieve the brand when given the
product category, the needs fulfilled by the category, or some other type of probe as a cue. In a
word these reflections toward a certain brand in customers mind are the prerequisites of brand
image, namely having the respective perception of a brand when reflected by the brand association
held in consumers’ memory.
4.Judgments: Hatil considers to be good quality of furniture than others. Hatil, one of the country's
largest furniture brands. Hatil innovate, develop, and introduce cost effective, space solved, and
environment friendly furniture with technological advances.
5.Feelings: The main feelings associated with the use of Hatil Furniture are that of social
attractiveness , selfworth from personal care, warmth from the experience and security.
6.Resonance: HATIL COMPLEX LIMITED stepped in to standardized furniture manufacturing
& organized retailing since 1989 and ever since, successfully playing the role of a trendsetter in
the Bangladesh Furniture Industry. Right from the start HATIL’s commitment and vision for
uncompromised quality and dedication to serve its customers has fueled its steady growth. Today
HATIL stands as one of the leaders in the brand furniture community and established itself as a
trusted household brand name.