Study Objective

Our honorable teacher as well as my internship supervisor Ms. Jifan has given this topic in order to develop marketing report writing skill and knowledge about strategic marketing through following study objective in the practical settings. General objective; To fulfill the course requirement of the internship semester. Specific objective; To elaborately clarify the marketing strategy and practices of the assigned organization. To measure the impact of such strategy in terms of marketing result variables, such as, sales, profits, and market share. To evaluate the brand management procedures followed in the aforementioned organization. To Measure the impact of brand management strategy conducted therein. At a more abstract level, the industry scenarios are also to be presented.

Methodology of the study:

Sources of data This report is prepared on the basis of both primary and secondary data Primary sources Primary data is collected from 1. Discussion with officers of Anfords Bangladesh Ltd. 2. Observation of practical work of the responsible officer of marketing division. 3. Discussion with supervisors. Secondary sources 1. Relevant documents with officers concerned provide. 2. Annual report of Anfords Bangladesh. 3. Work as a sales representative.

Origin of the Report

This report on Marketing strategy of Anfords Bangladesh is prepared to fulfill the partial requirement of internship program as well as my experience and ability to complete the report by analyzing a real marketing situation.

Scope
This report covers the basic marketing strategies of Anfords Bangladesh Ltd as well as competition and innovations of new product based on market needs and wants identified through marketing research.

Limitations
Due to time constraints and lack of job experience in marketing area it was not possible to give an exact reflection of the marketing aspects of Anfords Bangladesh Ltd. In case of toiletries marketing, strategies are changing very rapidly. So it is very difficult to present the current situation of the strategy in static mood. At times, in the busy and hectic schedule of senior managers they felt reluctant to discuss my report issues of my report. Availability of secondary sources were less which reduced the content but as far as I am concerned. It was found very difficult to collect necessary information of various customers such as- dealers, retailers and owners.

Background of Anfords Bangladesh

Anfords was first introduce in Pakistan. And they are still not only Pakistan but also the largest toothpaste manufacturer in the whole world. Anfords Bangladesh use the brand name and the formula of manufacturing. Anfords Bangladesh Ltd. was incorporated as a toothpaste manufacturer company in 1992. It has grown quite rapidly. It has a factory, warehouse, Sales office and a corporate office. Dealers and retailers drive sales. Factory situated in 122, Tejgaon in Dhaka city and warehouse also. Sales and corporate office situated in 7/A New Eskaton Road in Dhaka city. There are about two hundred and fifty employees in the organization. About thirty of them are executive position and rests of others are staff and labors. It has collaboration with some foreign supplying and trading company. Generally Anfords Bangladesh produced three types of product 1. Oral hygiene 2. 3. Skin care Hair care

Anfords Bangladesh mainly depends on oral hygiene products. Anfords Bangladesh has quality products which is market leader of Bangladesh. Recently Anfords Bangladesh are interested about improvement of their skin care products because of new demand of skin care product in our country. fluoride tooth paste market in

Vision of Anfords Bangladesh: To consistently provide remarkably satisfying

quality product to customer that improves the quality of life for customer. To provides quality life for team member.

Mission of Anfords Bangladesh:

Their mission is to produce and provide quality and most superior product for their customers and maintain stringently ethical standard in business operation.

Goals of Anfords Bangladesh:

Secure the strongest competitive position in market. Partner with suppliers to deliver value- for-cost procurement for the group and their customers. Demonstrate their commitment to sustainable development. Be acknowledged as a valued and trusted partner in our community. Be the most recommend stock in our industry.

Company Objective
To offer quality product that is durable and can maintain customer satisfaction. To keep customer confidence and established an environment of trust. Encourage research and development section to produce standard and quality product in order to increase sales and to maximize the profit. Ensure consistency of variety and supplies of product. Improve product packaging and presentation. Contribute to the well being of the people on the process. Continue development and advancement. To maximize profit through sales and cost reduction.

The objective of Anfords Bangladesh is to get back its old fame and glory and introduce itself as a market leader. Every member of the organization is working according to reach up that goal.

Plan of Anfords Bangladesh:

To establish some market leader product in toiletries market that can act as a loss leader product of the industry. To expand the dealers in order to increase sales center. To increase the market share. 4

Develop and promote local product. To increase production volume in order to minimize the cost. To contribute various social activities to maximize its reputation and public relation. To increase the welfare of employee to get the efficient management team member in order to develop the management of the organization.

Product Quality :
Anfords strongly believe on product quality. The always manufacture the best quality products in Bangladesh and collect raw materials directly from the best produce of Bangladesh And abroad. Such as Medi Plus tooth paste is recommended from American Dental Society. If we count five best quality tooth paste in the world we have to must count Medi Plus. In Bangladesh, every one count sensodyne as a medicated toothpaste. But quality of Medi Plus and sensodyne is same. There are only one difference between Medi plus and sensodyne ingredients and that is , sensodyne use 1400 ppm ion and Medi Plus use 1000 ppm ion. Sensodyne is mainly a western product where food habit of the people is harmful for teeth, and there climate is also harmful for teeth so, they need more ion for teeth. But in Bangladesh, we dont need such this much ion. So, Anfords use less ion for their product. MV turmeric soap is another product of Anfords Bangladesh. In this soap there is no chemical that is harmful for skin. And this is produce from the best quality turmeric from selective area of Sathkhira. And coconut oil that is also a raw materials for soap is imported from Colombo in Srilanka. Because this is the best coconut oil in the whole world.

Marketing Department :
A.G.M sales (1) Sales Manager (1) R.S.M (3) Sr. A.S.E (10) T. S.O (56) S.R. (260)

The competitors of Anfords Bangladesh

The main competitors of Anfords Bangladesh; according to the marketing manager is the Rahim cosmetics. But according to the future plan and dealers opinion some import base company is also the competitors of Anfords Bangladesh. But for the long-term competitors is some multi national company.

Target Market
As mentioned earlier target is middle and higher middle class consumer. Because producing more effective product that is used in the cure purpose also. Therefore, Anfords Bangladesh market segmentation under this consideration. Social class Income level Education Living environment.

That leads to values, perception, and belief of individual. Social class: Upper class

Upper middle class

Middle class

Target of Anfords Bangladesh

Lower middle class

Lower class

Income level: Target customer of Anfords Bangladesh is not in higher or lower position. Actually they are in middle position. Customer Income level High Competitive Satisfactory Above average Average Below average Target income level is-- Satisfactory level. Above average level. Average level. Yearly income 20 lakh to above 6 lakh to 12 lakh 3 lakh to 5 lakh 2 lakh to 3 lakh 75000 to 1.5 lakh Less than 75000

Marketing Strategy

Company Product, Prices

Sales promotion

Advertising

Sales force

Value chain member Relations

Direct marketing

Distribution channel

Target customers

Segmentation (nature of customers) They sell product to the customer or consumers who required quality products and who will pay premium to get the best product. This means they will actively focus on opinion leader and local markets. Their main objective is to maximize the sales and to earn greater profit. That is why they have segmented their markets accordingly to their customers into three broad categories dealer / wholesaler/ retailer patient regular user

Pull and push strategy

Objectives: - Strengthen sales team and channel network. - Strengthen Anfords leading position in the market. - Improve sales in homeowner segment and get better price and margin. - Reach every corner of the targeted market and serve the untapped market. - Build a close relation with the influencer. - Create top of mind brand awareness. - improve overall market shares. Initiatives for pull and push strategy Pull : a) Strengthen physician support team: appoint more MPO to build a strong relation with the influencer and clear the features of the product. b) Increase brand awareness: put more advertisement in the TV and magazine. c) Change product attributes. Push : a) Appoint new retailer and dealer in uncovered area. b) Appoint few more SR and SE to fill up the backend post and strengthen the retailer visit. c) Promotional schemes for retailer and dealer. d) Awarded the best sales man of the year.

Location and geographical markets :

They have located their factory 122, Tejgaon. This is the central point of Dhaka their planned volume is selected in board meeting from the beginning of the operation. Then they concentrate on these marketers which are outside Dhaka city to get a major role in the market specially Khulna. This market is the most logical for them, because the taste of the toothpaste is similar with their water. Most of the product consume in this market is delivered by the multi national company (mnc).

This means they should have a competitive edge in this market due to a more efficient than our competitors. When they are ready to expand their geographical sales areas, they will first concentrate on the market in the Chittagong area because this area was uncovered .this also where they have a competitive advantage logistically compared to their competitors.

Sales promotion:
Sales promotion consist various promotional activities including trade shows, contest, sample, point of purchase displays, trade incentive and coupon. Sales promotion expenditures are substantially greater than advertising. The array of special communications techniques incentives offers several advantages. Promotion can be used to target buyer, respond to special occasions, and create an incentive for purchase. Anfords Bangladesh have offered so many sales promotions. These are trade discount, closing end discount and target fulfillment discount to its dealer and sales force. It has some incentive offer to doctors those keep maximum value for buying potentials. For example, we have medical promotion officer (MPO). Who regular communicate with doctors and serve them information about product. Our consumers think that quality product no need any discount so we have no promotional activities for final consumers. Because we believe in quality and provide quality in our product.

Sales promotion Activities:

Anfords Bangladesh has some strong sales promotion activities. Those are as follows_ Promotion to consumer targets. Promotion to industrial targets. Promotion to value chain member. Promotion to the sales force.

Advertising strategy:

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Advertising consists of any form of non personal communication concerning an organization, product or idea that is paid for by a specific sponsor. Advertising means communicate with target customer through mass media by an identified sponsor. Anfords Bangladesh select some tv channels for communication because of their target customer. Script of advertisement is very important for advertising because target customer encoding level include with this matter. We believe in brand value so our every advertise is loyal and meaningful. And we make our advertisement from Indian and Pakistani production house.

Sales force:
Sales force is very important resource for any product marketing. In USA every company spending about seventy million monthly to maintain its sales force which is more than their expenditure to maintain and induced sales Anfords Bangladesh arrange a rewarding ceremony yearly for employees performance. In this ceremony Salesman of the year is the most important award. For this reason, every employee performs better to reach up the better position individually. They provide incentives also which depends on sales volume. Marketing department got market feedback from sales force.

Value chain member:

In case of dealers and physician who keeps the value of the product as well as organizations is the value chain member. Anfords Bangladesh give very importance of this people. They build the brand image to general consumers.

Distribution channel:
Distribution channel is an important part of the company. They effectively distribute its product to its entire dealer in all over the country. Vertical relationships occur between producer and marketing intermediaries (wholesaler and retailer). This value chain member relationship gives the producer access to consumer and organizational end user. Inter organizational relationships vary from highly collaborative to transactional ties. A strong collaborative relationship exist a vertical marketing system in Anfords

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Bangladesh. These systems are managed by one of the channel member such as sales manager or distribution executive.

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Figure : Distribution channel of Anfords Bangladesh

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Pricing:
The pricing of products performs a key strategic role in many firms because of deregulation, informed buyers, intense global competition, slow growth in many markets, and the opportunity for firm to strengthen market position. Price affects financial performance and is an important influence on buyer value positioning of brands. Price may become Anfords Bangladesh measure for product quality when buyers have difficulty evaluating complex products.

Market Driven Strategy:

Market Driven strategies of Anfords Bangladesh begin with an understanding of the market and the customers that from the market. Market driven strategy of Anfords Bangladesh include Developing a market orientation. Leveraging distinctive capabilities. Finding a match between customer value and organizational capabilities. Obtaining superior performance by providing superior customer value. Under leveraging distinctive capabilities Anfords Bangladesh enable firm to coordinate related activities and employ asset by using skill and accumulated knowledge. For this reason it is very difficult to duplicate for any other organization. Capabilities can be classified as outside in, inside out and spanning process. The creation of superior customer value is a continuing competitive challenge in sustaining successful market driven strategies. Value is the trade -off of product benefits against the total cost of acquiring the product. Anfords Bangladesh believes customer value depends on product differentiation lower prices than competing brand. The major dimension of market driven strategy of Anfords Bangladesh provide an essential perspective concerning the development of business and marketing strategies.

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Pricing strategy:

Set pricing objective

Analyze the pricing situation.

Select pricing strategy

Determine specific prices and policies

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Illustrative pricing strategies:

Active strategy

Low active strategy Low relative Price Low passive strategy

High active strategy high relative Price High passive strategy

Passive strategy

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Among them Anfords Bangladesh used to low passive strategy to determine the price of their product.

Low passive strategy:

Being a small manufacturer and products have lower cost feature than other competitors Anfords Bangladesh is using this strategy.

It indicates Low price Less risk Low expenditure Large volume of production Large volume of sales Easy break-even point.

Factor affecting the pricing Situation

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Customer price sensitivity

Legal and ethical constraints

Analyze the pricing situation

Competitor likely responses

Product cost

Analysis of buyers responsiveness to price should answer the following question: How large is the product market in term of buying potential? What are the market segments, and what market target strategy is to be used? How sensitive is demand in each segment to change in price? How important are non-price factors such as feature and performance? What are the estimated sales at different price levels?

Four ps concept on marketing mix

Marketing Mix

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Product
Product Variety Product quality Design Feature Brand name Packaging Sizes Services Warranty Return

Price
List price Discount Allowances Payment period Credit terms

Promotion
Sales promotion Advertising Sales force Wholesaler Painter Direct marketing

Place
Channel Coverage Assortments Location Inventory Transport

Fig: 4 ps of MKT mix. Product: Anfords Bangladesh has a large number of product lines. Product mainly separated by three unique titles such as 1) Oral hygiene 2) Skin care 3) Hair care Under both of product title it has about seventy different products. Those are the satisfied qualitative product on compare of price. Among seventy products different product keeps different individual design and different pack size. For example, Mediplus and mediplus DS. Every tube has an 19

identified design by color and logo. Each product has to have the different pack size so that customer can purchase it according to need and purchase ability. Most of products bearing ingredients chart that convey the massage to customer that we are different from any other product. So Anfords Bangladesh has offer very flexible option to customer to pursue the taking purchase decision and repeat purchase. Price: Anfords Bangladesh initially offers a price list to its dealers before distribution that is called trade price. After that they provide discount to dealer. Discount depends on pack size, price and product line. In case of our country season also vary on discount policy. Anfords Bangladesh provide special incentive or allowances to its sales people and dealer after fulfilling the set target. In order to advantage of dealers it has special credit term and payment period so that they can trade easily and always stayed with Anfords Bangladesh. Place: Place is the very important fact of toiletries marketing. In case of toiletries market are segmented by place such as city area, town area, semi town area and rural area. In city and area customer seeks more high quality products because of their income level. In semi town and rural area customer more purchase brand based products because of their perception. Thus dealers also keeps product according to their place. So distribution channel, sales team and overall marketing department are working through place. Promotion: Anfords Bangladesh have offered so many sales promotions. These are trade discount, closing end discount and target fulfillment discount to its dealer and sales force. It has some incentive offer to physician those keep maximum value for buying potentials. For example, they have sufficient medical promotin officer (mpo) who are regular communicate with physician and serve information about products. Periodically they provide many incentives for whole seller and retailer. But they have no offer for final consumer in terms of hold their brand value.

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And they have tv advertisement. Which contains quality and show periodically. Promotion strategy:

Market Target Communication objectives

Positioning strategy

Role of promotion components Promotion budget

Coordination with product, distribution and price strategies

Promotion component strategy

Advertising marketing

Sales promotion Internet marketing

public relation

direct

Communication objective: Need recognition Finding buyer Brand building Evaluation of alternative Decision to purchase Customer retention Need recognition: Anfords Bangladesh introduced high quality toothpaste that is fulfilled the market need. Because they use high quality ingredients for their product.

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Finding buyer: Salespeople of Anfords Bangladesh are always responsible for identifying and screening the prospects and problems of potential buyer. Brand building: According to building the brand image Anfords Bangladesh search information from buyer through promotion. They are also providing information about the brand to customer through catalog or leaflet. Evaluation of alternative: Promotion helps buyers evaluate alternative brands. Both comparative advertising and personal selling effective in demonstrating brand strength compare to competing brand. Anfords Bangladesh careful about competitor strength.

Decision to purchase: Anfords Bangladesh offers several of promotion components to stimulate buyers purchase decision. Personal selling is often effective in obtaining a purchase commitment from the buyer of toiletries product. Customer retention: Follow up by salespeople and toll free number placed on packages to encourage user to seek information about product or report on post purchase communication. Advertising:

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Advertising means communicate with target customer through mass media by an identified sponsor. Anfords Bangladesh select the only one tv channels for communication because of their target customer. Script of advertisement is very important for advertising because target customer encoding level include with this matter. Advertising strategy: Advertising strategy includes _ Setting advertising objectives and budgeting. Creative Strategy. Media decisions. Role of advertising agency. Implementing the advertising strategy and measuring its effectiveness. Advertising objective of Anfords Bangladesh: To exposure of product. To awareness the people, To change the attitude of customer about product. To maximize the volume of sales. To maximize profit. Budget determination: Anfords Bangladesh determined very few budget on advertising but it is competitive being a local company. Budget of advertising expenditure vary on percentage of companys profit. In case of Anfords Bangladesh its about 2% from yearly profit. Creative Strategy: Creative strategies of advertising depend on advertising budget. Two considerations may influence the strategy selection. 23

 Whether the campaign is intended to maintain or to change market condition. Whether the campaign will communicate information imagery or symbolism. The creative strategy is guided by target market and desired positioning of the product. Media Scheduling decision: Anfords Bangladesh marketing department and media agency guides media selection and scheduling decision. Medium Television Vehicle 30sec.Prime time Bill board, wall Every painting etc. Website Online in Cost (BDT) 1000000.00Tk (3 years) where 500000.00Tk (5 year) Reach (Household) 80000000 people 60000000 people 30000 views 6.66Tk 0.008 Tk CPM 0.012Tk

Bangladesh. or Banner page, 200000.00Tk Add manager, (2 year)

per month

or marquee. CPM: Cost per exposure. Test of Television commercials: Brand Duration of exposure Script Remain Types of script Show Time Sales force: Sales force is very important resource for any product marketing. In USA every company spending about seventy million monthly to maintain its sales force which is more than their expenditure to maintain scientist. Anfords Bangladesh arrange a rewarding ceremony yearly for employees performance. In this ceremony Salesman of the year is the most important award. For this reason, Anfords Bangladesh 31 seconds One - way media agency, Ambani plaza, Mumbai. 3 years Mass perception 7-27 pm everyday.

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every employee performs better to reach up the better position individually. They provide incentives also which depends on sales volume. Marketing department got market feedback from sales force. Anfords Bangladesh used to the trade selling method to sales their products because of product genre. This form of selling provides assistance and support to value chain members rather obtaining sales. Marketing through wholesalers, Retailers, or other intermediaries providing merchandising, logistical, promotional, and product information assistance. Managing the sales force: Anfords Bangladesh ltd. Effectively mange its sales force by using following methods__ Finding and selecting sales people. Training Supervising and motivating sales people. Finding and selecting sales people: The Executive of sales department indicated that three most success characteristics of sales people are_ Being customer driven and highly committed to the job. Accepting direction and cooperating as a team player. Being motivated by ones peers, financial incentives, and one self. Training: Anfords Bangladesh has a formal training program for sales peoples developments. The training program include_ Type sales job. Size of firm Product complexity Experience of new sales people. Selling concept and technique. 25

 Product knowledge Territory management Company policies and operating procedures. Above mention programs are helpful for sales people developments and then company seek from trained people following output_ Increase productivity. Improve morale Lower turnover Improve customer relation Enable better management in territory Sales force evaluation and control: To evaluate and control the sales people following issues are important__ Unit of analysis. Performance measures. Setting performance standard. Unit of analysis: Anfords Bangladesh analysis every unit of sales by segmented market such as every district or branches. Company focuses on team result. Geographic area is also in under consideration. Performance measure: Anfords Bangladesh used to two types of performance measures control a) Behavior b) Outcome Achievement of the sales quota mostly used outcome performance measure control of Anfords Bangladesh. Some other measures tool are new business generation, market share gain, new product sales, payment system etc.

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Setting Performance standard: Performance standard vary on employees education and working years. Yet company set some standard those are as follows_ Market potential. Intensity of competition. Difference in customer needs. Quality of supervision.

Value chain member: In case of paint dealers and painter who keeps the value of the product as well as organizations is the value chain member. Anfords Bangladesh give very importance of this people. They build the brand image to general consumer. Wholesaler physician Sales people Those are the value chain member of Anfords Bangladesh ltd. Direct marketing: Anfords Bangladesh have no direct marketing through email, official latter and phone to persuade the target organization to give the order. Distribution channel: Distribution channel is an important part of the company. They effectively distribute its product to its entire dealer in all over the country. Distribution channel activities of Anfords Bangladesh ltd.: Supplier

R & D Section

Production section (factory) 27

Marketing Department (Sales section)

Wholesaler

Retailer

Consumer

Strategic Marketing planning process : The Boston consulting group (BCG), a leading consulting firm developed and popularized the growth share matrix, which shown in below: R E L A T I V E M K T S H A R E

85%

Star Question mark ?

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10% Dog 8% 6% 4% 2% 0% 10x 1x 2x 1.5x 1x .5x .4x .3x .2x . CashCow

Market growth rate

Question mark: Product that operates high growth market but have low relative market share. Question mark requires lot of cash because it wants to overtake market leader. In case of Anfords Bangladesh soap and some other hygienic based products are in question mark level. So company should have to spend more on such types of product development to beat the competitor.

Star:

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The leader of product with high-growth market. Product seek invest heavily to fight with competitor. hygienic based toothpaste such as Medi plus toothpaste and anti-lice shampoo like some other products are in star mark level. Anfords Bangladesh leading the hygienic toothpaste market. They are very careful about their duty according to stay in position. Cash Cow: Product with falling growth rate that still have the largest market share. The company does not have to finance expansion on this product. Company should take present profit from this product and invest on another product. In case of Anfords Bangladesh cash cow product is Every Day toothpaste. Company those are taking profit from that types of products and not spending further for development. Dog: Product that have weak market share and low growth rate. Management will take executive decision about this product. It should be modify or quit from market. MV uptan is this kind of product for Anfords Bangladesh.

SWOT analysis: SWOT stand for, S = Strength W = Weakness O = Opportunity T= Threat

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 What is our strength in the market? What is our weakness in the market? What is our opportunity? And What is our threat? Example in case of Anfords Bangladesh, Strength: Anfords Bangladesh is a quality product since 1992. Therefore, Anfords Bangladesh is well experienced in market. Weakness: Lack of enough quality products, new products according to customer needs and technology to fight with competitor. Opportunity: It has enough opportunity to grow because of it is highly introduced to customer and producing locally with very low cost of both labors and employee. Threat: Rahim cosmetics is now main threat. Because most of the employer of Rahim cosmetics is leave from Anfords Bangladesh. So they know about the secret and plan of Anfords Bangladesh. SWOT analysis depends on companies objective and management findings. Brand loyalty When customers become committed to accept the products. Brand loyalty is a result of consumer behavior and is affected by a persons preferences. Loyal customers consistently consume products from Anfords product. Regardless convince or price. Organization will often use different marketing strategies to develop loyal customers. Be it is through by trials and incentives.

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Quality control Anfords Bangladesh quality control is very high. Management has the carefully control their quality because product made by chemical that is very perishable. According to the managers of research and development section ensures that the products are update on a routine basis. They always import qualitative raw materials and carefully handle the packaging.

Supplier :
Anfords Bangladesh believe in quality. So, they know that the best quality product manufacture only from the best raw materials. So, Anfords carefully handle the supply system and supplier. The total chemical of toothpaste is imported from England. And coconut oil from Colombo. Turmeric collected from selective area of Satkhira. Anfords have a contract with those farmers. They must sell their turmeric to the Anfords. Sometime they take advance from Anfords.

Product line of Anfords Bangladesh with price

Serial no. 1. 2.

Product Name Mediplus toothpaste Mediplus

Pack Size 140 gm 70 gm

MRP (BDT) WP(BDT) 78.00 52.00 69.00 45.50

DP(BDT) 64.40 42.70

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3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.

toothpaste Mediplus toothpaste Everyday Freshmint Everyday Freshmint Everyday Supermint Everyday

40 gm 100 gm 200 gm 100 gm 200 gm

32.00 28.00 45.00 28.00 45.00 84.00 8.00 30.00 18.00 36.00 128.00 86.00 46.00 43.00

27.50 22.50 40.00 22.50 40.00 72.50 6.33 25.00 15.75 30.00 113.00 75.00 40.00 37.00

25.80 20.70 38.20 20.40 37.70 68.20 6.05 23.40 14.90 28.10 97.50 72.20 38.30 34.60

Supermint English anti-lice 100 ml Shampoo English anti-lice 8 ml Shampoo English anti-lice 75 gm Soap English Soap MV anti-lice 40 gm Uptan 90 gm 140 gm 90 gm 40 gm 100 gm

Turmeric Soap MediPlus DS MediPlus DS MediPlus DS MediPlus DS

MRP = Maximum retail price. WP = Wholesale price. DP = Dealer price

Policy of creating a dealer One of their significant marketing policies is to increase the number of dealers and retailers to increase the sales performance. Though they are directly selling and supplying from their manufacturer plant, they already have an initiative of creating more dealers and retailers sell from their sales centers. How a dealer is created :

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0 Make a deposit of balance tk 2,50,000 0 After depositing the amount he will get product tk.3,00,000 0 For further purchase he will have to clear the outstanding (tk. 50,000) first and then can place an order for his requirements. 0 A fixed target should be achieved defined by the company. And it is depends to the place and size of the market. 0 If he will able to fill the target, then he will get discount of 1% of total sales from the company. 0 Then he will get a dealer certificate. How a retailer is created : 0 0 0 0 0 0 basis. There must be a valid existence of his business. Our sales representative convince them to keep the product. Credit facilities available if dealer agree. A fixed target should be achieved defined by the company. If he will be able to fill the target, then he will get a special discount. For being an exclusive he must have sell the Anfords products in a regular

Sales and Market share According to the Executive Director, Anfords Bangladesh Ltd; it has monthly sales about 26000000 BDT. The estimated growth per dealer outlet is 3 % while expected sales growth is 5 %. According to the sales manager in coming rainy season a loss expected for a particular period. Rainy season is very sensitive period for Anfords Bangladesh Ltd. It has about 85% market share in hygienic toothpaste market.

(BDT in billion)

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Month January February March April May June July August September October November December
3 2.5 2 1.5 1 0.5 0 January March May 2.73 2.77 2.8 2.4

Sales (tk) 2.73 2.61 2.55 2.77 2.80 2.40 2.29 2.43 2.57 2.76 2.78 2.81
Sales (tk)in billion 2.76 2.78 2.81

2.61

2.55

2.29

2.43

2.57

July September November

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Customer satisfaction survey

The year 2010 and 2011 showed relatively low growth in the toothpaste sector due to the on going recession problem. Nevertheless, customer care department withered the rough weather and excelled in all its performances. Realizing that one more product was the need for Bangladesh. Anfords company launched Medi plus DS. The high quality of Anfords Bangladesh and the highest confidence of Anfords valued customer are testimony to our product gaining substantial market in a short time. As a part of Anfords relentless effort to improve Anfords Bangladesh customer care service, I tried to find out from customers what they think about the product. If product had any flows or problem then we asked customers to point it out so that Anfords can solve it to satisfy customer wants moreover it helped me as I could use the information

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to improve our services and support the customer in the future. So, to know about the customers satisfaction level I prepared a questionnaire on which I did a survey. After survey i did an analysis which is mentioned in the following section.

1. Why did you choose Anfords as your brand of toiletries? ( you can list multiple reason )

From the graph I can say that out of 46 customers15 customer choose Anfords as their brand of toiletries for best quality and 10 customers choose Anfords as their brand of toiletries for good quality were as 9 customers choose as their brand for multinational brand. 2. please list the brand (s) you are currently dealing with ? how satisfied are you with the brands in the scale of 1 to 10 : (10 being he highest point)

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From the above graph , I can say that out of 46 customers, 12 customers give the highest point and 8 customers give 9 point. I can say that overall brand satisfaction level is good. 3. why do you think Anfords price is higher in the market ?

From the above graph , I can say that out of 46 customers, 13 customers Anfords price is higher in market because of good quality and 7 customers think Anfords price is higher in the market because of best quality. 1 customer think that Anfords price is higher. 4. How do you perceive Anfords quality compared to other brand (s) you have used in the past ?

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From the above graph , I can say that out of 46 customers, 36 customers perceive Anfords quality is the best in the quality available in the market compared to other brand(s) and 8 customers perceive Anfords quality is at par with some high quality brands, not superior. 5. Are you satisfied with Anfords pricing policy ?

From the above graph I can say that 26 customers are satisfied with Anfords pricing policy and 16 are not satisfied. 6. In your experience Anfords product quality has :

This graph shows that out of 46 customers, 25 customers say that Anfords product quality has increase from their experience and 17 customers say that Anfords product quality has been maintained at a high level from their experience. 1 customers say that Anfords product quality has fallen to lower level from their experience. 7. Please name the sales executive and/or Sales representative you deal with and how he performed

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From the above graph that I can say that out of 46 customers, 39 customers say that Sales executive performance is excellent in the market compared to other companies 7 customers say that Sales executive performance is good in the market compared to other companies. 8. Have you use the product from Anfords except Medi Plus. A)

B)

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From the above graph that I can say that out of 46 customers, 21 customers say that they used Anfords product except Medi Plus and 25 customers say that they did not use another product of Anfords. Out of 21 customers, 11 customers think that other products quality is excellent and 9 customers think that quality of other product is good.

From the collected data it can be concluded that the overall satisfaction is good.

Corporate Social Responsibility (CSR)

Only Anfords produce the medicated toothpaste in Bangladesh. If they are not manufacture this kinds of product we have to import this kinds of product from abroad. So, in this sense they saves our money. Anfords Bangladesh contribute for the society in many ways

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Tax payer : Anfords paying their tax in a regular basis. And contribute in our economy by also paying customs charges. Free Dental check-up : Per month they arrange a free dental check-up program in a selective school or college. Last month they provide in Methodist international school, Mirpur-1. Dental Seminar : Every year they arrange a Dental Seminar. That was operate by South Asian Dental Society (SADS). Above thousand of Physicians attend here. And share their experience and new technology. Donation : Anfords every year donate a big amount for development of Madrasah, Mosque, School, College etc. Welfare : They are take steps for develop the life styles of their farmers. Such as education, health etc. some

Findings and recommendation During my internship I worked at various segments of customers such as dealers, retailers, physician, customers and others it was my great opportunity to work with various people with various natures that a time I found a portion of their customers expressed dissatisfaction regarding some of these major dissatisfaction of the customers are : 1. This is quality based company.

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2. Anfords Bangladesh at present relies more on profit and less on reputation. 3. Poor incentive in comparison with other company. 4. Lack of responsiveness. 5. Anfords Bangladesh still not able enough to satisfy every types of customer. 6. Higher price compare to other competitors. 7. Sometime more prices show more quality of product. So less product prices representing its less quality of product.

Conclusion It is a great pleasure for me to have the internship program in Anfords Bangladesh Ltd. However, it couldnt be possible for me to compare the theoretical knowledge with the theory involves identifications of weakness in the branch activities and making recommendations for solving the weakness identified. And it is well established that theory without practice is blind. During the internship program have observed almost all the functions of marketing and sales department of Anfords Bangladesh Ltd. That may help me a lot to become a professional employee in the 43

future. Objective of the internship program may not be fulfilled with complete satisfaction. However, highest effort has been given to achieve the objective of the internship program. During the internship I found that the Marketing and Sales Department always tried to supply the best quality product within the range of customers. The company tries a lot to help general people so that each and every one can able to find out the best quality product. Out of the above discussion a conclusion can be drawn saying that, the customer dealing procedure is quite well at this moment and the computerized transaction makes the system efficient and effective.

Bibliography :
1. 2. 3. 4. Marketng Research by Bhattahargee, Durgadas Principles of Marketing by Kottler, Philip www.anfordsbangladesh.com www.mediplustoothpaste.com

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Appendix

Customer satisfaction survey

Questionnaire Dear 46

As a part of our relentless effort to improve our services to our customers, we need your feedback to even better ourselves in all aspects t satisfy your needs. Results of this survey will be confidential. Moreover, it will be extremely helpful to further improve our services and support to you so, please take this time and fill out the following questionnaire. Why did you choose Medi Plus as your brand toothpaste ? (you can list multiple reasons)

Please list the brand(s) you are currently dealing with ? how satisfied are you with the brand (s) in the scale of 1 to 10: (10 being the highest point) Serial 1. 2. 3. 4. 5. . Brand Usage of tons Satisfaction scale Your comment

What do you like the most about Anfords products and why/ (you can list as many)

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How do you perceive Anfords quality compared to other brand(s) you have used in the past / (tick one) 0 0 0 0 The best in quality available in the market At par with some high quality brands. Not superior Lower than other brands This is my first time using toothpaste/product

In your experience Anfords quality has : (Tick one) 0 0 0 0 Increased Been maintained at a high level Fallen to lower level This is the first time I used Anfords product

Compared to other companies, Anfords order processing is better : True False If false, why?

Please name the sales executive and/or sales representative you dealt with and how he performed in the scale of 1 to 10/ (10 being the highest point) Name of the sales executive or sales representative :

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Performance: 0 Excellent 0 Good 0 Satisfactory 0 Very poor What do you think Anfords price is higher in the market ?

Are you satisfied with Anfords pricing policy ? 0 Yes 0 No If no, please specify the changes you think would be necessary ?

Have you used the another product except Medi Plus toothpaste ? 0 Yes 0 No

If yes ,what do you think about it / (Tick one) : 0 Excellent 0 Good 0 Satisfactory 0 Very poor What made you buy Anfords products ? References from retailer References from physician Sales approach Sales efforts of company References from friends/family Advertising in media Press coverage Others (specify)

Any other comments, suggestion you can think of which will help us improve our services and quality to our customers in the future ?

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Thank you for making the time to fill out our survey. We appreciate it.

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