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Keya Super Beauty Soap- Poor Market Performance in Bangladesh

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Keya Super Beauty Soap- Poor Market Performance in Bangladesh

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Group Members:
1.Nafisa Anjum Bidhu-017104201

2.Nadeeha-18104105

3.Sayeda Sirajum Monira-18104258

4.Abhishek Raha Roy Pranta-17104186
5.Tasnim Zaman -17304082
6.Mahmudul Hasan-17304076

7.Omar Bin Ahmed-17104126

Company Overview
The Keya Cosmetics Ltd. is one of the largest and high quality cosmetic companies in Bangladesh located at Jarun, Konabari, Gazipur. It come into begin in 1996 at a cost of Tk. 120 million and launched production in early 1997 as a sister concern of the Khaleque Group of Industries. Converted into public Ltd. Company in the year 1999.
Mission

Adapting modern techniques and resources.

Providing training/seminars, secure work environment, and growth opportunities to employees.

Ensuring cost control and efficient usage of resources.

Vision
Keya Cosmetics Ltd. aspires to become the leading cosmetics and toiletries manufacturing company in Bangladesh, boasting a diverse product portfolio and instilling long-term brand loyalty towards its products among the people both at home and abroad.

Google drive link for Market Analysis:
https://drive.google.com/file/d/18r9ktXqv1Olb8gsNDRPP0X3AIlxUnWu8/view?usp=sharing
Google drive link for Creative brief:
https://drive.google.com/file/d/1XwGvEEiJk2_89R0T7Jg4BPqwqZVmCNBR/view?usp=sharing

Below is the poor advertisement of Keya beauty soap that failed to grab the consumers' attention.

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Keya Super Beauty Soap TVC - Tumi Special -AdsofBD

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OBHAI Solutions Limited - Poor Market Performance

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OBHAI Solutions Limited - Poor Market Performance

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Group Members:

1. Syed Ishtiaquee Islam Fahim, ID: 17304010

2. Taslimun Jannath Jaci, ID: 19204071

3. Tareque Habib Emon, ID: 18204090

4. Ibrahim Ahmed, ID: 17304046

5. Jubiyer Ali, ID: 17304065

6. Ayesha Tomalea Abdullah, ID: 18104117

7. Md. Muhtasim Al Morsalin, ID: 18104191

Introduction To Company - Syed Ishtiaque Islam Fahim, ID: 17304010

OBHAI is a ride sharing app that allows passengers to select motorbike, car and CNG autorickshaw upon specifying destination. It is a ride summoning app that allows passengers to reach anywhere at any time. Moreover, it has extended their zone initially from Dhaka to 22 other cities like Chittagong, Sylhet, Khulna, Barisal, Jashore, Rajshahi, Cox's Bazar, Saidpur, Rangpur, Mymensingh, Narayanganj, Bogura, Cumilla, Brahmanbaria, Dinajpur, Faridpur, Noakhali, Pabna, Manikganj, Gazipur, Kushtia and Kishoreganj. To be more unique in the highly competitive market it has launched OBON in the app from where female passengers can avail rides from female riders. ‘Pouche Debo’ is the slogan that tries to attract passengers with it. However, they are lagging behind the competitive brands as their promotional activity is very less compared to others which ultimately leads to low market performance.

Situational Analysis (Advertising) - Ibrahim Ahmed, ID: 17304046 , Jubiyer Ali, ID: 17304065

SWOT Strength: The biggest strength of OBhai, an app-based ride sharing service is its CNG (Auto rickshaw) service. Auto rickshaws have a huge market. Obhai is only company that provides such service among the top tier app-based ride sharing company. As a result, it has a big competitive advantage in the market. Further, OBhai also provides bike services only for girls where other app-based ride sharing service companies don’t have such services. Last but not the least, they also have car, motor bike and parcel services. To sum up, the variety in the service is the strength of Obhai.

Weakness: Obhai has few riders compared to other app-based ride sharing service companies which is hassle for actual customers. It is because customers can’t get their rides in time. Even, their unique CNG (auto rickshaw) service also doesn’t have riders. They have bug in the app which sometimes creates problems for the customers.

Opportunity: OBhai’s CNG service is a glomming service. It has many opportunities as bigger competitors like Uber and Pathao don’t have this service in their app. Pathao and Uber have already grabbed a big amount of market share in the car and motorcycle services but are yet to grab it in auto rickshaw services. For this, Obhai has hefty opportunities in this market.

Threats: Nowadays, app-based ride sharing service market is very competitive. Giants like Uber and Pathao have already grabbed the market share and established a good brand position in customer’s mind. Moreover, low brand awareness is also a problem for Obhai. Customers are also getting loyal to the competitors which is a huge threat for OBhai.

Consumer Analysis: As we’ve explained SWOT, currently there are no specific target audiences of OBHAI but we won’t be shooting arrows in the dark. Actually, Obhai has very specific target audiences in mind. They basically focusing on two major target audience. They choose them based on a few demographical and psychographic factors. Their first target audience are the students, mostly the university going students. There are a couple of reasons for choosing them as one of our target audience. For some students attending university classes are very expensive and for some time maintenance has become a huge problem. OBHAI moto is the perfect solution for them. It is very time efficient as the ride sharing service would immense on a bike. They have added a new feature for those students who don’t feel safe riding on a bike and yet are looking for a cost-efficient way to travel. They can share a ride on a car with another customer. Their second target audience is the young working-class people. There are a few reasons why we choose this category of people as our second target audience. OBHAI moto is perfect for covering large distance at a minimum time period and going through roads with heavy traffic. And if the consumer isn’t comfortable riding a motor bike then we even have an option to request for cng rides and cars. They even have a unique feature designed for this exact classification of people. With this feature our consumers can get a ride at their desired time period without wasting their valuable time waiting for their ride to arrive. They just can schedule a ride whenever they want and at that specific time their ride will arrive. Lastly, we believe that this change of target audience will be beneficial to this organization because a lot of our features are very adjacent to their target audience and they’ll also be able to promote their brand keeping certain category of people in mind.

Market Analysis (Brand) - Taslimun Jannath Jaci, ID: 19204071, Tareque Habib Emon , ID:18204090

Potential Clients: Mainly students and job holders are the customers of this kind of Transportation Company, mostly those who do not want to face the traffic jam in Dhaka City. OBhai is providing CNG auto-rickshaw, bike and car transportation service in this Dhaka city through their mobile app. But the demand for online bike service is too high then the other car and CNG auto-rickshaw services because bike service is the only good option which can skip the regular traffic problem of Dhaka City. So, the job holders and students who do not want to face the traffic jam of Dhaka City they are the customer of this OBhai Company.

Customer Buying Habits: Customer buying habits are too high as the traffic jam is a common problem in Dhaka City.

Customer availability or numbers: In every month more than 1million times this kind of online transportation service is being used in Dhaka City. So, we can easily understand that how many people have the habits of using this kind of services.

Willingness to pay: The potential customer of this type of service are willing to pay 25tk for every kilometer they traveled, 0.05tk for waiting charge per minute. Different companies have different prices for the rides they provided. Competitors: Pathao, Uber, Shohoz, Pickme, etc are the main competitors of OBhai in Bangladesh. Competitor’s strength: Uber, Pathao and Shohoz are the main competitors of this online transportation service called OBhai. These 3 companies have strong marketing strategies, good advertisements on every platform and also, they offer good discounts as well as other facilities than OBhai. For these reasons, they can make good revenue every year.

Current Advertisements & Performance - Ayesha Tomalea Abdullah, ID: 18104117

Obhai's current advertisements are low, but exist on different platforms. They are not increasingly active on their social media platforms, which is a problem in today's world. They tend to post static advertisements in gaps of weeks or days, which prohibits the awareness and engagement that they would otherwise receive. Visually, the advertisements require many improvements, as their static posts do not catch people's eyes and is not attention grabbing. The advertisement we chose is a YouTube ad that displays Obhai's services. It was made over a year ago, and they have not posted any OVCs since then. In their ad, we see a woman not being able to avail a CNG and she must download the Obhai app for it. The ad lacks conceptually, where the story line does not make perfect sense and isn't the most relatable due to practicality. They need to work on increasing their media buying and they should conceptualize campaigns based on relatability to customers. Obhai requires awareness across different platforms in order to compete with the existing competitors. An advantage they possess is their CNG availing services. They can really use their USP in order to convert consumers onto their platform through advertisement in different forms.

Recommendations & Conclusion - Md. Muhtasim Al Morsalin, ID: 18104191

Recommendation: OBHAI is providing the Bike, Car, CNG and parcel delivery service. OBHAI is promising to provide timely, problem and chaos free ride service through three different media. All the other ride providing companies are promising the same point to their customer. OBHAI included the CNG service which is basically for the people who belongs to the middle class income group. Here, OBHAI missed to target higher income group people. They are barely informed about OBHAI’s services. Also, OBHAI missed to provide the message about their parcel delivery system. What OBHAI can do is: They must bring three different scenario emphasizing on the CNG service, where they will target the High class people, middle class people and the people who are targeted for the parcel delivery system. They should emphasis more on the CNG part and make is significantly different from the competitors. Advertisement wise, they should increase their media buying and invest more in advertising.

Conclusion: As OBHAI missed the point of emphasis on their unique selling propositions, they should come up with making up all the market gap of their competitors with their own USP. From the market analysis, we have found that OBHAI has low market awareness with lots of scope to stand out and penetrate the market.

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Symphony Mobile Poor Market Performance in Bangladesh 

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Symphony Mobile Poor Market Performance in Bangladesh 

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Group Members:
Md. Moshfiqur Rahman -16204005
Md. Hasinur Rahman-16204057
MD. Rakin Ashhab  17304049
Phelimon Halder- 16204067
Sumya Mahmud - 16204036
Afsana Sadia- 17304110
Rafiul Islam Adib - 18304149

Assignment google drive link: https://drive.google.com/file/d/1DpKVK2vZbNQX6IFaZbdKMycqfNyAeA9C/view?usp=sharing
Goole drive link for creative brief:
https://drive.google.com/file/d/1-NbbwpbPaZzN1eVnydgQEPzxSyjSUxjt/view?usp=sharing

Symphony Mobile Brand in Bangladesh
Symphony creates a new era in Bangladesh's mobile phone industry; they create a history to sell over 6.5 crores of mobile sets across Bangladesh in a year. Their business strategies were pretty much successful and effective to capture the mobile phone market share of Bangladesh, on the year.
Symphony is a brand under the company called Edison group. In the year, 2008 they first launch the brand called Symphony. Their primary business was mobile phone later on; they introduced mobile accessories and mobile application under the Symphony brand as a supportive business. Aminur Rashid, Jakeria Shaid, and Rezanul Haque are three directors of the Edison group and they are peoples made symphony on a successful leading brand of Bangladesh.

The Four major reasons for Symphony success:
1. Providing High Quality on Mobile handset
2. After-Sales service Such as Guaranty-Warranty and customer care services
3. Offering a low price on the market
4. Offering Supportive products for mobiles.

Symphony follows a participatory system of management. Employees have a right to take part in the decision-making process but under the advice of Directors. Khan Z. Rahman (Marketing manager of Symphony) describes this as a “new generation” management system. He thinks that in today’s world, management should be based more on teamwork and works should be done collectively. Now employees have the independence to interact with their immediate supervisors and managers more freely. While taking a decision, employees are informed and if they have any objection or views, they are asked to express themselves freely. He thinks that empowering employees ultimately leads to the welfare of the organization.

Symphony Mobile Bangladesh in 2018
Before 2018 Symphony Mobile used to import their mobiles but they established their own factory in Bangladesh in 2018 once they became the highest selling smartphone brand only in 4 years in Bangladesh. After setting up their own factory they only used to import hardware and a few other body parts from China and assemble the products directly in Bangladesh.
Symphony continued to guide the market in 2018 with its value-for-money offerings where another local brand Walton was expanding its presence in rural Bangladesh. iTel was one of the fastest-growing smartphone brands because it captured the third spot within the smartphone segment in 2018 with its aggressive channel strategies.
Symphony was the leading smartphone brand in Bangladesh with a 21% market share. Walton was another Bangladesh brand among the highest smartphone brands with a 15% market share above Samsung. iTel was the fastest smartphone brand capturing a 10% market share in 2018. Aggressive promotions together with its low-cost entry-level smartphones offerings were the explanations for iTel’s success. They captured the third spot by going on top of both Samsung and Huawei in 2018.
In 2018, Symphony was the highest-selling mobile brand in Bangladesh with several fans and users all-round the country. They were the foremost selling itinerant brand of Bangladesh within the period of time of 3G internet and Android. The first reason behind their huge success was affordable price combined with the decent build quality, trusted service, and useful features. The most focus of Symphony was low-budget feature phones and Android smartphones within 3,000 to 15,000 Tk budget. They had their showrooms, service points, and authorized dealers available all-around Bangladesh for fast service with plenty of billboards and advertisements everywhere in the country.

Analysis of market strategy:
Target Customer:
1. Primary customer target is the middle-lower income professional to coordinate their busy schedules and communicate with colleagues, friends, and family.

2. Secondary consumer targets are college and graduate students who need one portable multifunction device.

3.Senior citizens people who are not much familiar with the new technology and need an easy solution of being connected are targeted.

Their business target is to be a partner with:

4. Large cell phone service providers, GP, Banglalink, Robi, and Teletalk.   Small to large enterprise where information is critical to the end-user and requires helping managers and employees stay in communication.

Product:
1. Full year warranty along with an optional service offer- handset exchange offer

2. Special edition version to be launched (including the Symphony new edition celebrating their 8th anniversary)

3. Launching a cheaper version in current years with less advanced features along with a more advanced version for professional use

4. Adding the following features to the Symphony (large disk storage capacity, lower weight, thinner device, long battery life, 3G, 4G, Wi-Fi, EDGE, GPS, and improved camera)

Price:
1. Affordable price

2. Attractive Offer

3. Product line pricing takes into account the cost differences between products in the line, customer evaluation of their features, and competitors‟ prices.

4. Special limited-edition Beatles Symphony for special prices

Place:
1. Symphony Showroom

2. Dealers Showroom

3. Retailers shop

4. Online shop

Advertising Strategy:
Marketing and Promotional strategies are to attract the mass of peoples of Bangladesh. Hence, they focus on the price-sensitive issues because Bangladesh is a mid-level income country and most peoples have income below 15,000. Later on, they offer a Premium mobile too. Their main target was, providing mobile at low cost with quality. They are the best mobile brand in Bangladesh who gives a mobile phone with a 1.3 megapixels camera at the price of 950 BDT, which is incredible. They used RDC, TVC, Print Advertise, and Sponsorships as their promotional strategy. All their strategy, they described their Quality and low price. Moreover, they do CSR too. For the last 5-6 years, symphony collaborating with ROBI, banglalink, AND grameenphone. They are offering people great offers from purchasing their mobile phones from these SIM companies. In every customer care of these SIM companies, the offers are visible for customers.

Market Downfall:
In 2018, Symphony mobile was the number 1 mobile brand in Bangladesh. They had a 22% market share in the whole mobile market of Bangladesh. But at the starting of 2019, a lot of top Chinese mobile brands started coming to Bangladesh mobile market. For example One plus, Huawei, etc. These Chinese brands started providing more interesting features in their mobile at low price than before. Also, their core rival was Samsung. Samsung surpassed Symphony to become the market leader in 2019. It shipped 1.1 million units with an 87.1% annual growth, mainly contributed by its expansion in tier-2 and tier-3 cities. Galaxy A2 core was the top-selling model for the company comprising one-fifth volumes, followed by Galaxy A10. As Samsung was already a famous brand around the world, they became more popular in Bangladesh by launching their first low budget smartphone.

Failing advertisement strategy:
As of 2019, It appears to be that Symphony mobile company really following a similar technique for their ad, there is even no change at all from numerous years where another portable organization resembles Samsung, Mi, Huawei, and so forth are thinking of interesting theoretical Advertisement where they advance their most recent mobile features including-High goal selfie camera, additional battery sparing component, smash, room and furthermore with different plans satisfying clients need on versatile interest. In any case, Symphony is simply stuck in the same idea of promotion, not in any event, pondering clients' need and request on cell phones of current age for which they lost clients as clients are losing interest in their portable image. For which, they neglect to effectively keep their market running, accordingly, Symphony confronted enormous market fall by fizzling in their equivalent promotion methodology.

Current advertisement strategy:
Symphony is by and by going neck and neck with new associations to grab a more prominent pie of the mobile phone market that was overpowered by imports so far. Their versatile quality is improving than made in china phones. The association is hoarding about 1.5 lakh mobile phones every month in its plant in Ashulia on the edges of Dhaka and has been satisfying all its area need from the plant since June a year back. The plant starting at now creates around seven to eight lakh units of fundamental and PDAs every month, moreover the general secretary of the Bangladesh Mobile Phone Importers Association. They moreover have a game plan to make the convenient ruffle, which will go some way towards building a total worth chain for adaptable accumulating. Other than that, they will make programming, flexible applications, and games likewise, while the plants will deliver around two lakh units of accessories. The modern office is presently improving things and that will climb to 30 percent all through the accompanying five years.

For example, In the current year of 2020, focusing on the current situation and struggles of the CORONA pandemic, Symphony comes up with their very first TVC where they connected their mobile phone with the current working situation of occupied people like- a teacher (have shown on their TVC) though it who can work by staying at home safely with the help of Symphony mobile phone by which he can keep connected with his students while studying them through video calling making them educate, as it’s pandemic time all educational institutions has been shut down and teacher is staying at home with the empty hand of no income. So, Symphony mobile company comes up with the solution of this crisis time which will help them to get their market place back in the competitive market.

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Teletalk Poor Market Performance in Bangladesh 

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Teletalk Poor Market Performance in Bangladesh 

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Group Members:
Faiazur Rahman ---- 17104021
Mominul Islam Bhuiyan ----- 17104025
MD. Abul Hasnat ----- 17104087
Md. Saidul Islam Chowdhury ------ 17204032
Muzahid Hasan ----- 18104033
Shadman Sakib Rummat --- 18104052
Mohammad Fahim Khan --- 18104019

Drive link - https://docs.google.com/document/d/1m6UQVWAv1zZmE9tF_kwglRO2NUrGDd9Dt0si5cBzg1A/edit?usp=sharing

Shadman Sakib Rummat --- 18104052
Analysis on the advertisement Flaws:

1.  The number of Teletalk’s advertising especially commercials is lesser than those of Banglalink, Robi, or Grameenphone. As a result, they are constantly losing market shares.

2. Teletalk does not have any exact segmentation, targeting, and positioning strategy and so most of the time they are unable to target the proper customers in their advertisements. For example, Teletalk often targets students by giving away free sim cards to GPA 5 achievers in SSC and HSC examinations. Though they offer lucrative internet packages and call rates, most of the time they fail to retain these specific customers. Whereas,  Airtel (a part of Robi axiata) always focuses on promotions targeting the youths and students. They have trademark jingles and slogans which are often used in their advertisements. Hardly we can find such strategies in Teletalk.

3. TVC is one of the most powerful mediums of promotion for telecom companies as millions of people can be targeted easily. Grameenphone has its trademark ads like “স্বপ্ন যাবে বাড়ি আমার”. Banglalink’s recent advertisement “বাংলালিংকে বেশি বেশি ডার্লিং খুশি খুশি” where they used Shakib Khan was a hit. This is one of the coolest ways to gain brand recall and recognition.

4. In this present digital world it is impossible to survive without digital marketing but how often do we see Teletalk use the same. Teletalk could have utilized this COVID 19 situation where the internet consumption for all categories of people increased. Though they have wonderful packages, due to less promotion, people have not been able to grasp them. On the contrary, companies that could have been drowned suddenly increased their market share by utilizing digital marketing. For example, during the starting of the pandemic, UBER eats closed its business unit in Bangladesh. Whereas, Foodpanda not only survived the market but also has been able to grab a good share only by utilizing their digital presence. Though Teletalk and Foodpanda are not the same types of business, Teletalk could have followed the footsteps of Foodpanda regarding digital marketing

Mohammad Fahim Khan --- 18104019
Analysis on advertisement downfall:

1.     Teletalk recently didn`t come up with any TVC. They had their last TVC very long ago. This limits their reach to mass people to Bangladesh. As TVC is a media to reach masses. Teletalk failed in this to reach mass people.

2.     GP and Robi has opened their GP Star and Robi Elite to provide special privilege to their users. This program offers privileges like discount on restaurants, hotels and lifestyle stores. Also free sim replacement and priority in customer cares. This encourages users to spend more on them. But Teletalk doesn`t have such programs for their users. To make them feel special.

3.     Teletalk doesn`t have any handset offers in recent times. Like their competitors offer special package on purchase of particular package. For example offers like free internet, special call rate, free sms and etc on purchase of particular handsets.

4.     Teletalk has used less radio promotion for themselves accoding to their competitors. Radio is another mass media communication. And teletalk is Inactive here.

5.     Airtel is targeting the youths for them and Robi And GP is targeting middle-aged or older-aged persons.  But in case of Teletalk their can`t be seen such target market. And they are failing to terget their desired market.

Faiazur Rahman - 17104021
Analysis on current market strategy
It is an Open Restricted Organization of Bangladesh Government. It was incorporated as GSM based state possessed organization in 26 December 2004. It is the introducer of 3G cell phone benefit in Bangladesh (teletalk.com.bd, 2018).

Market segmentation

Product: Teletalk was once the best preference to people. However due to poor customer service and network quality they slowly diminished to the ground.

Price: The pricing of Teletalk is divided into several segmentations:

1) Corporate: Heere they provide a bundle offer to the people who purchase the sim for corporate use. Usually they charge normal amount for these customers.

2) Student: This are for the core target market of Teletalk that is students. They try to provide huge internet packages in this bundle.

3) Teletalk Guest: This is for the tourists who visit Bangladesh. This is just a single use Sim that can be validated for certain period of time at a low cost

4) Basic: This category is for the customers who do not use in any special occasion or purchased the sim earlier. The pricing for these customers are known as regular pricing.

Place: They are currently operating all around the country and also connecting people overseas.

Promotion: As already discussed by my fellow team members Teletalk does not have any TVC at the moment. They are currently focusing more on social media platforms.

MD. Abul Hasnat- 17104087
Analysis on Teletalk Website
In website, teletalk is lagging behind compared to its competitors. There are many features and lack of information in website. A website is one of the opportunities that any company takes to promote itself and show off its features and benefits. For instance, the findings are:

·       Other operators have a dedicated Recharge option in the home page but in teletalk website, a customer have to go through a section then under the section, there is a subsection for recharging option. Moreover, there is no payment gateway for Nagad and Rocket for recharging.

·       In their website, they are not promoting their product with any public figure and no signs of Television Commercial.

·       Customers often need some inquiry or help through online customer care live chat. Every operator has the feature of live chat with customer care agent but in teletalk website, this feature is missing.

·       In teletalk website they are promoting their new offer and features. But to position itself in the target market, the company must promote the offer and feature and relate with real life and tell the customers how it can improve their daily using their product and features. Thus, teletalk failed to do so.

Md. Saidul Islam Chowdhury ------ 17204032
Analysis on Social Media as an advertisement platform
Because of cost-effectiveness and less complications social media has become one of the most important platforms of digital marketing. Nowadays with a single click of a button we can reach millions of customers in the social media which helps us to connect with the customers, increase brand loyalty and brand awareness, and most importantly boosts our sales. So, if we are better at social media marketing than our competition, we have a big chance for gaining the bigger market share.
In case of Teletalk, they are miles behind the competition when it comes to the social media marketing. For Example,

1)     Facebook: Teletalk has a robust Facebook page with about 1.4 million followers. But when you compare it to the competition its less than 1/10 of their followers and the main reason behind it is their mediocre Facebook ad and content. When one goes through Teletalks Facebook page he/she will only see some picture ads with some offers, that’s all. On the other hand, the Facebook page of the competitions are full of exciting professional video ad staring different celebrity. As a result, they are lagging behind at social media marketing and losing market share.

2)     Instagram: Teletalks Instagram account is pitiful with 1000 followers. If you compare them to the competition (GP 666 thousand, Robi 400 thousand and BL 360 thousand), the difference is heaven and earth. In the Instagram account they did the same thing, just copied Facebook picture ad and uploaded in the Instagram with no sense of professionalism or celebrity endorsement.

Muzahid Hasan - 18104033
Current Advertisements (Part1):
Teletalk is providing internet with cheapest rate. Recently they have brought an advertising strategy which is offering their customer 1 Gigabyte internet at only 49 taka with 30 day expiration and they are also offering lowest call rate which is 47 paisa per minute to any operator. Teletalk Aparajita was one of their significant campaign. They distributed 20 Lakhs Sim free of cost among the women in 3 months as a part of an effort to provide them with easy access to internet to ensure women empowerment. According to The Daily Star, The Aparajita users could purchase weekly packages of 1 GB data at taka 8 and 2 GB data in taka 14. Through another project, Teletalk had earlier distributed 10 Lakh Sim among the women. Their main focus is to provide internet and call rate with minimum rate to grab more customers. Recently they have launched Teleflix, which is basically a subscription based streaming service of watching TV episodes and movies in Full HD. Through Teleflix, Bangladeshi people can get the solid taste of Bengali entertainment in their smart phones. From classic to modern, from jazz to normal all desi entertainment will be at fingertip. They have taken their brand to new heights by creating the Teleflix App.

Mominul Islam Bhuiyan - 17104025
Current Advertisements (Part2):
Teletalk had started a campaign on Victory Day 2016 named #ThankYouBangladesh where they brought in the most common complain of living in this country and turned the statement around to show some appreciation. A very familiar complain in Bangladesh when something goes wrong is ‘Where is this country going?’. What Teletalk did is that they introduced the #ThankYouBangldesh campaign where they produced advertisement of 3 stories of daughter complaining to the mother about load shedding, son complaining to father about traffic congestion and friend complaining to friend about high queues in the bank. What ultimately happens in the adverts are that the electricity comes back in 30 mins in the mother and daughter story, another instance shows that the son could go to his destination very fast in the son and father story and the friend could very quickly make a bank transaction from Teletalk app. So ultimately all of the characters who complained were asked ‘When things go wrong, we blame the country but when they go right do we thank Bangladesh?’ So ultimately the campaign was urging people to thank Bangladesh in a status update by mentioning some good experiences in the country with the hashtag #ThankYouBangladesh.

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Knorr Cup Soup's Poor Market Performance in Bangladesh

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Knorr Cup Soup's Poor Market Performance in Bangladesh

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Group members:
Anika Anjum Sadia 17104212
Kasphia Mehajabin Rodela 16104150
Maisha Maliha Khan 17304119
Nusrat Jahan 19104207
Owakila Tabassum Mumu 17104022
Saika Farhin 17204084
Sakib Anjum Khan 17104121

Analysis:
Anika Anjum Sadia, 17104212
Knorr’s Mission and Soup Industry of Bangladesh
For any Bangladeshi who is fond of Thai and Chinese food, ‘soup’ is surely to be the first food that would come to mind. Soup has been one of the oldest and most popular food to the people since the inception of different Thai and Chinese restaurants in the food market Bangladesh. To keep up with the trend in market and to ensure that the homemakers can make as delicious soup at home as found in the restaurants and even healthier in terms of being low on sodium and cholesterol, Unilever Bangladesh has recently launched Knorr soups that come with different flavors with real chicken and vegetables. The latest addition to Knorr family is Knorr “Cup-a-Soup” that has been brought keeping family snacking time in mind.

Different Soup Brands and Prices in Bangladesh
Apart from Knorr being a very recently launched soup brand in the country, Maggi is the very first brand and the only rival group for Knorr as of now, that came with dry soup sachets in Bangladesh food industry. 35gm sachets of Maggi soup price is BDT 40 whereas Knorr offers 28gm sachets for the same price. The Knorr instant ‘cup-a-soup’ of 11gm would cost 20BDT.

Kashphia Mehajabin Rodela, 16104150
Knorr brand has positioned their product as snacks category not in the meal category since soup is not considered as a proper meal item. Also, they claim that Knorr soup will replace the consumption of junk food as it tastes like real delicious chicken, Chinese, mushroom and corn. They positioned their product as healthy 7pm snack filled with nutrients. Also, it will not ruin appetite for the dinner. The positioning of Knorr brand is based on taste and health. These two dimensions support well the core identity of the soup related brand. However, Knorr owns the category soup in the customers’ mind. It differentiates its soups based on real items rather than flavors, which attracts their target customers minds, mothers.

Nusrat Jahan, 19104207
Maggi focuses on convenience, Knorr differentiates its soups based totally on the two things – its use of real items in the soup and extraordinary flavors which Maggi does no longer offer. Knorr makes use of real items in the form of real chicken, vegetables, corn etc., whereas Maggi makes use of distinct flavors. Knorr provides raw materials in the form of authentic poultry or corn.

Owakila Tabassum Mumu, 17104022
At first, we can see that Knorr soup enter the market through market penetration. They divided their target group into two segments. One is demographic and second one is psychographic.

Demographic

Density: In demographic segmentation they targeted the place or density by urbans. Which means the people from established and city areas are first priorities.

Age: The age of targeted people is from 8 to 15 years old and 30 to 38 years old, however, young adults from 20-25 years old enjoy the soup sometimes but it is a rare case.

Gender: Male and female both are the consumers.

Status: Status of the customers or consumers are mostly children, teenage group. The mother is a potential customer for the soup, doesn’t matter she consumes or not, tend to buy the product for her children.  Knorr’s target consumers are children. Children are usually watch commercial and Knorr soup is about fulfill their tummy so that they can exert influence on their mothers as to what they will consume.

Education: The education level of the group is school, colleges and university.

Psychographic

The people who are believers and achievers in their lifestyle are the target customers of Knorr and the personality of them is ambitious, trendy and extrovert.

Saika Farhin, 17204084
The brand is launching the ‘Love at First Taste’ campaign as part of a wider drive to take a more modern approach to communicate with its target audience. Knorr is keen to target a new generation of “food-obsessives” who see social media as the place to share recipes, pick up tips from bloggers and vloggers and upload their own creations onto Instagram.

Knorr applies aggressive marketing strategies for promoting its products. With the launch of every single product, brand or improvement in the existing product, it directly reaches to the customer via all the possible platforms of promotion. These promotional platforms include TV commercials, social media campaigns and all the conventional mediums such as newspaper, billboards etc. The company also follows and has a keen interest in public relationship and sales promotion strategy. Their ad commercials usually intend to show the bond between the mother, her children, and hunger. The strategy used to promote Knorr Cup-a-Soup is to raise awareness against unhealthy snacking and a more healthier 7pm snack that is not only delicious but mothers love it for their children as well.

The company targeted to reach people by delivering the idea: one can have soup whenever they're finding a quick & instant solution to hunger. It was received well by the audience especially youngsters. One of their recent social media campaign tagline sends a message to all “Flavor your life- Experience a new excitement!”, where they spread awareness through blogger interview videos, social media posts, influencers’ reviews, hashtag participation & sponsors etc.

Maisha Maliha Khan, 17304119
Knorr soup offered four European savory flavors initially, namely - chicken mushroom, chicken ginger, sweet corn chicken, and chicken tomato soups. Bangladeshi people prefer spicy thai soup flavour compared to the taste of Knorr which they thought were bland.

Maggi already has a thai soup variation that is an instant favorite amongst all Banglaeshis. Even though Knorr did introduce two new spicy flavours later, namely - Thai soup and Hot and Sour Chicken soup, Maggi has been the dominant contender in the market for soup for quite a long time. While they were working to fix their mistakes in their market research, Maggi sales were already booming.

Moreover, the fact that Knorr offers real chicken and vegetable bits consumers were not aware of this. Therefore, the lack of awareness backfired and thus Knorr soup sales declined.

Sakib Anjum Khan, 17104121
Suggestions and Recommendations

1. Diversify the flavors available in Bangladesh. Knorr brand has a huge assortment of products available in their roster. However, the products available in Bangladesh is very limited. If new products were to be introduced even for a limited time, they could predict from the sales which type of products Bangladeshis appreciate more.

2. Knorr must make their products more readily available. Even in the remote areas of Bangladesh and smaller shops, Maggi is available. Compared to that, Knorr’s availability is very limited.

3. Knorr must create more awareness of the “real chicken and vegetables” claim among customers. Lack of knowledge has left customers indifferent towards the brand and thus sales are not budging up

4. Knorr Bangladesh’s presence in social media is not very widespread. It’s very important now-a-days to stay active on social media to keep in touch with the customers as well as to stay relevant. However, Knorr seems to be lacking in this regard, with their last post in their official Facebook page ‘Knorr Bangladesh’ posted in June this year.

5. Knorr runs campaigns of stalls placed in strategic locations (different shopping malls, Blockbuster Cinemas etc.) where they serve soups. The soups in these stalls taste amazingly well compared to the ones that can be made from their soup packs. So, this creates a rift between people’s expectations and the reality, which ultimately deals a blow to the brand since people do not like it when the products can’t live up to their expectations.

6. Since Maggi has been operating successfully for so long in this sector, Knorr should look to undercut them by providing the soups at a lower price to garner enough attention and increase their market share.