DEFENSE REPORT

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Bangladesh University of Business and Technology (BUBT)

Internship Report

On

“Analyzing the Brand Promotion Strategies for Building Customer Loyalty of CBL Munchee

Bangladesh (Pvt.) Ltd.”.

Submitted To:

Mr. Bankim Chandra Sarker

Assistant Professor

Department of Marketing

Prepared By:

Mohsin Alam Akash

ID: 12132101005

Intake: 30th

Bachelor of Business Administration (BBA)

Major: Marketing

Date of Submission: 1st December, 2016

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Letter of Transmittal

Date: 1st December, 2016


Assistant Professor


Bangladesh University of Business & Technology (BUBT)

Subject: An Internship report on “Analyzing the Brand Promotion Strategies for Building

Customer Loyalty of CBL Munchee Bangladesh (Pvt.) Ltd.”.

Dear Sir,

I have submitted an Internship Report on “Analyzing the Brand Promotion Strategies for

Building Customer Loyalty of CBL Munchee Bangladesh (Pvt.) Ltd.”. This had been a great

experience for me to work with such a real life issue. I tried most to make and let it look like a

professional one. Any short comings are expected to have a kind view for my encouragement.

Thank you my honorable Instructor for supervising & supporting me such a nice work in this

organization.

My efforts will be valued; if this report serves the purpose for what it’s been assigned.

Thank You.

Sincerely Yours,

………………………………

Mohsin Alam Akash

ID: 12132101005

Intake: 30th

Bachelor of Business Administration. (BBA)

Major: Marketing

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Declaration

I declare that the internship report entitled “Analyzing the Brand Promotion Strategies

for Building Customer Loyalty of CBL Munchee Bangladesh (Pvt.) Ltd.”. Embodies

the result of my own research work, prepared under the supervision of Mr. Bankim

Chandra Sarker, Assistant Professor of Marketing, Bangladesh University of Business &

Technology (BUBT), after completing of 3 months of internship period with CBL

Munchee Existing Activities and its implementation. I also declare that, this report is

original work of my experience and prepared for Academic purpose which is a part of BBA

and this paper, I used in actual present scenario of the organization.

………………..

Mohsin Alam Akash

ID: 12132101005

Intake: 30th

Program: BBA


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Certificate of Supervisor

This is certifying that Mohsin Alam Akash, a student of BBA, Intake: 30th

, ID No. 12132101005,

has successfully completed his “Internship Program” and submitted the report entitled

“Analyzing the Brand Promotion Strategies for Building Customer Loyalty of CBL Munchee

Bangladesh (Pvt.) Ltd.”. Under my supervision for the partial fulfillment for the award of degree.

He has done his job according to my supervision and guidance. He has tried to his best to do this

successfully. I think this program will help him in the future to build up his career. I wish his

success and prosperity.

……………………


Assistant Professor



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Acknowledgement

This internship report is based on, “Analyzing the Brand Promotion Strategies for Building

Customer Loyalty of CBL Munchee Bangladesh (Pvt.) Ltd.”. Department: Marketing in light

of the course results from considerable intellectual and moral support given by my honorable

supervisor MR. Ashraful Islam Durjoy, Deputy Brand Manager, over the last three months,

he has been guiding me from whom I got the inspiration and guidance to do “Brand

Development, Sales & marketing of the Brand “CBL Munchee Bangladesh (Pvt.) Ltd.”. I

strongly believe works like this one will surely help me to develop & make us better adapted as

well as capable to cope with the issues & practical exposures in this field as well as to the whole

of the legislative tools that are being extensively exploited in today’s world.

My next honest & heartiest gratitude goes to Mr. Bankim Chandra Sarker, Assistant Professor

and Internship Report Instructor Bangladesh University of Business & Technology for his

sincere & utmost guidance & Supervising to prepare this report & to gather huge practical and

realistic knowledge & help me to prepare this internship report.

I am really grateful to other resource persons, Mr. Nadim Mahmud– Management Trainee

(MT), Shri Somanaath Sridharan – (Country Manager). They provided me with the maximum

data of Brand Development & Sales department that helped me to know about profile of Brand

Development & Marketing department, activities of CBL Munchee Bangladesh (Pvt.) Ltd. and

internal policies of this organization and so on.

Moreover, I would like to thank all the personalities, whom I couldn’t name here, who helped me

for making my internship report.

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Table of Contents

Chapter One: Introduction ........................................................................................................ 9

1.1 Origin of the Report .................................................................................................................. 10

1.2 Objectives of the Report:........................................................................................................... 10

1.3 Scope of the Report: .................................................................................................................. 10

1.4 Methodology: ............................................................................................................................ 10

1.5 Limitations of the study: ......................................................................................................... 102

Chapter Two: Theoritical Aspect ........................................................................................... 13

1. Brand: .............................................................................................................................................. 14

2. Brand Development: .................................................................................................................. 15-18

Chapter Three: Company Overview ..................................................................................... 19

3.1 History: ......................................................................................................................................... 20

3.2 CBL Bangladesh (Pvt.) Ltd: ......................................................................................................... 21

3.3 Marketing Mix of CBL: ........................................................................................................... 22-26

Chapter Four: “Brand Promotion Strategy for CBL Munchee” ............................... 27

4. Brand/Product slogan & tagline ...................................................................................................... 28

4.1 Integrated Communication: .......................................................................................................... 28

4.1.1. Above the Line: ..................................................................................................................... 29

4.1.2 Below the Line: .................................................................................................................... 29

4.1.2.1 Events:............................................................................................................................... 30

4.1.2.2 Brochure:........................................................................................................................... 30

4.1.2.3 Conference: ....................................................................................................................... 30

4.1.2.4 Out of Home: ..................................................................................................................... 31

4.2 Digital Marketing promotional activity : ...................................................................................... 31

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4.2.1 Activation:.................................................................................................................................. 32

4.2.1.1 Sponsoring & Participating: ........................................................................................... 32-33

Chapter Five: Analysis of the study ................................................................................. 34-42

Chapter Six: Major Findings .............................................................................................. 34-44

Chapter Seven: Recommendation & Conclusion ........................................................ 45-47

Reference ………………………………………………………………………...…...….. 48-49

Appendix ……………………………………………………………………………........ 50-52

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Executive Summary

Ceylon Biscuits Bangladesh (Pvt.) Ltd, a wholly owned enterprise of Ceylon Biscuits Limited

was inaugurated in 2014. This is the first Sri Lankan owned confectionery Company in

Bangladesh producing quality Biscuits, Wafers and Chocolate coated biscuits for the large

consumer base of the country. The factory located 35 Km out of Dhaka City in the Gazipur

District Sreepur, Mauna had its soft inauguration recently. Selecting Bangladesh and initiation of

this project was the decision of Mineka Wickramasingha, Chairman Ceylon Biscuits Limited.

The company has invested around 03 Million US Dollars in its initial phase and plans to invest

up to 10 million dollars in its expansion programs aiming at strengthening its dominance in the

region.

The objective of this report titled as “Analyzing the Brand Promotion Strategies for Building

Customer Loyalty of CBL Munchee Bangladesh (Pvt.) Ltd.” is focused on the overall Marketing

planning, specifically branding & Brand development activity of CBL Munchee.

Type of research is descriptive research design; source of data has been collected from both

primary and secondary sources. Data collect for the first time is called primary data which

collected from the customer survey through questionnaire. Non-probability convenience

sampling method was used. The sample size is 40.

This report finds that most customers said that CBL Munchee should focus on the digital

marketing & Television commercial. So that it will attract the customers and will know about

this new brand in Bangladesh.

This report recommends that CBL Munchee should increase their promotional activities and

decrease some of product’s price to make sure that they can reach to the sales target and satisfy

their customers.

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Chapter: 1

Introduction

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1.1 Origin of the Report

This report is a comprehensive study prepared as requirement for the completion of the Bachelor

of Business Administration – B.B.A. program major in Marketing of Bangladesh University of

Business & Technology. Primary goal of the report is to provide an opportunity for translation

of theoretical conceptions in real life situation.

This report is a partial requirement of the Internship program. Assigned by the institutional

supervisor, this report is prepared for internship program and for CBL Munchee Bangladesh

which is a concern of Famous & well profitable business of Sri-lanka the “CYELON Biscuit

Ltd.”

1.2 Objectives of the Report:

A. Broad objectives:

The main objective of this report is to “Analyze the Brand Promotion Strategies

for Building Customer Loyalty of CBL Munchee Bangladesh (Pvt.) Ltd.”.

B. Specific objectives:

Specific objectives are as follows:

To analyze the stages of brand development strategies of CBL Munchee.

To find out the important tools those are more effective for Promoting the CBL

Group.

To recommend against major Findings.

1.3 Scope of the Report:

The scope of the report is limited within Munchee Biscuits analysis, different Advertisement,

competitors’ analysis, trade marketing through push & merchandising items for Munchee brand,

Market research of International packaging with unique taste through the Branding and

marketing department of CBL Munchee. And for that reason that information was very much

restrictive within the organization as the Biscuits brands are going a very much competitive

Brands.

1.4 Methodology:

For the preparation of the report the flowing methods have been used.

1.4.1 Type of research: It is descriptive in nature.

1.4.2. Sources of data: The data has been collected from both primary as well as secondary

sources.

1.4.2.1Primary sources: Data collect for the first is called primary data which collected from

the customer survey through questionnaire.

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1.4.2.2Secondary sources: The secondary data sources collected from annual reports, books,

websites and brochures CBL Ltd. and different publication.

1.4.3 Data collection procedure:

For the purpose of the report data and information have been collected from both primary and

secondary sources. The relevant information collected from primary sources is collected in an

informal way. My work experience in CBL Munchee helped me a lot. Besides this, regular

conversations with many CBL Munchee employees and I have taken some suggestions orally

from the personnel of CBL. The secondary sources for data collection were published articles,

newspapers, different text books and websites.

1.4.3.1 Primary data collection methods are as follows: Questionnaire fulfilled by the selected

samples.

1.4.3.2 Secondary data collection methods are as follows:

Websites of the CBL Ltd.

Different reference books

1.4.3.3 Questionnaire:

Size: 2 page and A4 size paper.

Administer time: Average 10 minutes per questionnaire.

Type: Likers Scaling method is used to form the questionnaire.

1.4.4.1. Population: Population of this study is customers of CBL (Uttara, Sector-2, Dhaka).

1.4.4.2 Sampling element: The sample element of research is individual customer of CBL

Munchee Ltd.

1.4.4.3 Sampling Frame: No structure sampling frame was used.

1.4.4.4 Sampling procedure: Non-probability convenience sampling method was used.

1.4.4.5 Sample size: The sample size is 40

1.4.5 Limitation of the report

To provide current information and to make the report read-worthy, support from various sources

were inevitable. A whole hearted effort was applied to conduct the internship and to bring a

reliable and fruitful result. In spite of employing best effort, some of the required information

could not be collected at the time of the study. So this study is not free from the following

limitation:

One major limitation is time constraint. Three month in CBL Munchee Bangladesh (Pvt.) Ltd.

of brand department is not enough time to acquire proper knowledge.

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CBL Munchee Bangladesh (Pvt.) Ltd product has spread out into the whole Dhaka City. The

data are from only some Branches due to the resource constrains.

The data collection from customer is not easy because of the level of customers’ awareness

about brand.

Not survey on the spot to the other company for comparison rather survey is taken only in this

company.

Some essential data could not be gathered because of confidentiality concerns.

Another limitation was the data gathered could not be verified for accuracy.

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Chapter: 2

Theoretical Aspect

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1. Brand:

Unique design, sign, symbol, words, or a combination of these, employed in creating an image

that identifies a product and differentiates it from its competitors. Over time, this image becomes

associated with a level of credibility, quality, and satisfaction in the consumer's. Thus brands

help harried consumers in crowded and complex marketplace, by standing for certain benefits

and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is

called a brand name. See also corporate identity (Business Dictionary).

In my Opinion brand is:

The process involved in creating a unique name and image for a product in the

consumers' mind, mainly through advertising campaigns with a consistent theme.

Branding aims to establish a significant and differentiated presence in the market that

attracts and retains loyal customers.

A category of products that are all made by a particular company and all have a particular

name.

A particular kind or type of something.

A class of goods identified by name as the product of a single firm or manufacturer.

A characteristic or distinctive kind.

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2. Brand Development:

A metric of marketing success that measures the number of sales within a specific market. The

calculation is expressed as the number of unit sales per thousand people within a geographic

area. A high equity brand gives its owner many advantages. In addition to the obvious benefit of

driving market share, a strong brand can command a price premium, augment customer

relationships, ensure successful line extensions, help an organization attract talent, and boost

stock prices. There are many facets to defining a strong brand, so it is important to examine all of

these in the framework of a Brand Development Model. Such a model categorizes the stages of

development for a brand, identifies how to measure progress in each stage, and prescribes the

marketing priorities for moving a brand to a higher stage of development. Large number of

alliances under consideration and the fact that the measurements would be used to negotiate with

potential partners. We started the process by convening a “summit” with several marketing

directors in the organization and brainstorming on what constituted a desirable brand partner,

that is, one with a high degree of equity that would complement our client’s brand name. After

compiling a list of brand equity components, we reviewed several public and private brand

equity studies to identify best practice metrics that could be applied to each of the areas

identified by the stakeholders. Ultimately, we incorporated the best metrics in a multi-brand

study that scored all potential brand alliances.

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A Brand Development Model is a diagnostic tool that integrates many proven metrics into a

framework that guides strategy. Marketers need to consider six stages of development for a

brand, each equating to a different marketing priority, starting with creating basic awareness and

concluding with building customer loyalty.

In my opinion:

The process of improving a brand or improving customers'

knowledge and opinions of a brand.

The promoting of a product or service by identifying it with a particular brand

(scholarly-articles).

Brand Promotion Strategies

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Integrated Communication

In Past decades, marketing perfected the art of mass marketing- promoting highly standardized

products to masses of customers. Two way of doing promotion one is above the line and another

is below the line.

Above the Line: ATL Marketing' stands for 'Above the Line Marketing'. This kind of marketing

is the kind of marketing that has a very broad reach and is largely untargeted. Think about a

national TV campaign, where viewers across the nation see the same advert aired across the

various networks.

This kind of marketing is mostly used for building brand awareness and goodwill.

TV

Newspaper

Magazine

Radio

Outdoor

Online

Below the Line communications: BTL Marketing' stands for 'Below the Line Marketing'. This

kind of marketing is the kind of marketing that targets specific groups of people with focus. For

example, leaflets drop in a specific area or a direct telemarketing campaign targeting specific

businesses.

This kind of marketing is best for conversions and direct response. Event Marketing

One to one Marketing

Point of sales materials

Sales promotion

Personal selling

(Advertising and Promotion8th Edition,

George E. Belch & Michael A. Belch)

There are some other ways to promote a Brand through Strategic Marketing:

Segmentation Dividing the marketing into distinct groups

Targeting Deciding which of these groups to communicate with, and how to talk to them

Positioning How the product or brand should be perceived by the target groups

Here are 7 key steps to effectively clarify your positioning in the marketplace:

Determine how your brand is currently positioning itself.

Identify your direct competitors.

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Understand how each competitor is positioning their brand.

Compare your positioning to your competitors to identify your uniqueness.

Develop a distinct and value-based positioning idea.

Craft a brand positioning statement.

Test the efficacy of your brand positioning statement.

Messaging

Delivering a specific message in order to influence the target groups

The “elevator pitch” – the 30-second response to “what do you do?”

Sales and marketing materials – sales literature, websites, presentations and campaigns

all use messages of various lengths.

The introductory statement in a phone call.

Press releases – the blurb at the bottom of the release that explains what the company

does?

Slogans.

Your mission statement.

(Strategic Marketing, 9th

Edition,

David W. Cravens & Nigel F.

Piercy)

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Chapter: 3

Company Overview

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Ceylon Biscuits Limited (CBL) is a name which made its pride throughout the past few decades.

CBL was founded in late 1960s through a contract which was held between SriLanka

government and Care International (USA) for manufacturing protein enriched biscuits for the

meals of school children. With the availability of excess production capacity seen at that time the

founders launched their own brand as Munchee and later to become the leading biscuit

manufacturer in the country.

3.1 History:

In the 1930s Simon Arthur Wickramasingha (1902-1961) acquired a small biscuit factory (which

produced handmade biscuits), in Dehiwela, from a local businessman called Williams. In 1939

the company of Williams Confectionery Limited was formally established (with a total of ten

employees). In 1957 the factory was upgraded and mechanized, with Baker Perkins

manufacturing lines imported from the UK. Wickramasingha’s four sons, N. P. (Pali), R. L.

(Ranjith), M. P. (Mineka) and R. S. (Ramya) subsequently took over the business, when their

father died in 1961.

In the 1960s the Ministry of Education, with the assistance of the US based organisation, CARE,

provided school children with a cup of milk and a bun as nutritional supplements to their midday

meal, however due to the inability to maintain the quality of the bun CARE began assessing

alternatives, eventually settling on biscuits. Mineka Wickramasingha identified this as an

opportunity to expand the company and successfully obtained the contract.

In 1991 the company expanded into chocolate production, under the brand Ritzbury, importing a

chocolate machine for individual chocolates and an enrobing plant to make chocolate coated

biscuits and wafers. The chocolate production business was further expanded to include

chocolate fingers following the acquisition of the Maharaja Organization's Baker's Man biscuit

factory in the mid 1990s.

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In 2002 the company established CBL Foods International (CBL Foods) in nearby Rannala. CBL

Foods enabled the company to establish a bakery line, producing cakes under the brand, Tiara.

The new factory commenced operations in 2004. CBL also shifted its chocolate manufacturing to

the new plant.

Facing detrimental tariffs and poor distribution arrangements CBL dissolved Ritzbury India in

2003 and sold the manufacturing plant however in July 2004 CBL purchased Bakemans, based

in Patiala, once the third largest biscuit manufacturer in India, with a 13% market share.

In 2014, CBL introduced their own Supermarket chain Star United. As of 2014, there were 30

franchised supermarkets within the country.

At present this is one of the leading biscuit, chocolate and confectionery manufacturer and

marketer in Asia.

CBL Bangladesh (Pvt.) Ltd

Ceylon Biscuits Bangladesh (Pvt.) Ltd, a wholly owned enterprise of Ceylon Biscuits Limited

was inaugurated in 2014. This is the first Sri Lankan owned confectionery Company in

Bangladesh producing quality Biscuits, Wafers and Chocolate coated biscuits for the large

consumer base of the country. The factory located 35 Km out of Dhaka City in the Gazipur

District Sreepur, Mauna had its soft inauguration recently. Selecting Bangladesh and initiation of

this project was the decision of Mineka Wickramasingha, Chairman Ceylon Biscuits Limited.

During a visit, few years ago with Foreign Minister Prof. G.L Pieris identified the potential in

providing the Bangladeshi consumer a good quality product in the way of CBL Munchee

Biscuits & Chocolates. The company has invested around 03 Million US Dollars in its initial

phase and plans to invest up to 10 million dollars in its expansion programs aiming at

strengthening its dominance in the region.

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Marketing Mix (4Ps):

A. Product:

CBL focus on produce right product for the target markets which included Sri Lankan and

foreign consumers. It mainly focuses on Bakery related products, food items which are consumer

products.

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Product mix of CBL can be described as a collection of width, length and depth. Here width

refers to the number of different product lines as Munchee biscuit, Ritzbury chocolate, Tiara

cakes etc. and length is the total number of items in each mix as shown in figure above. For

example CBL Company carries a long length for Munchee biscuits compared to Tiara cakes and

Lanka soy products. Also Munchee produces in different sizes to fit the purpose of buyers such

as personal consumption and party needs. To get a proper idea of the product mix we also have

to consider about the depth of each product category at the same time.

B. Place

This refers to the ways in which the placing of company’s products is being done through

distribution channels. CBL has a wide range of distribution channels to cope with its marketing

operations. Since CBL is places where a large number of customers and suppliers are interact

with, the need of such distribution channels is indeed a concern. That is the main reason why

CBL prefer indirect distribution channel over direct distribution channel.

Supply Chain of CBL

CBL has a strong local and international distribution network, plants and sales force in

accommodating their marketing aspects. This is strength of CBL which gives them a boom in

their mass sale campaign year by year. When this refers to the channels we can identify two ends

of CBL which comes from the suppliers and goes to customers namely upstream and

downstream respectively.

C. Promotion:

Promotion is one of the important factors which create a link between the buyers, seller and the

product. Promotions influence the buyer to buy their product and it’ll increase the market of their

product demand dramatically. Munchee Promotes it’s biscuits via many ways such as:

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TV advertisements at the time of news and busy hours and sponsoring TV programs that are

watched by target markets. Also adds in radio, web sites, posters, labeled boxes, and also the

product will promote itself with the attractive packing.

Indirect advertising

By publishing wishing messages to their internal staff when winning awards, it indirectly

advertises their products to consumers and help to build a positive view on their products. When

it obtained five SLIMS awards, CBL itself advertised two full page colorful wishing message on

Sri Lankan newspapers.

CSR (Corporate Social Responsibility) activities by the name of Munchee are also built positive

view on customers.

In addition to above CBL carries out seasonal promotions as well. During temple festivals,

seasonal periods, company builds its sales outlets and provides goods at a percentage deducted

price. One such example is the CBL outlet seen during Nallur temple festival season, in Jaffna.

D. Price:

This is the only way that an organization can generate revenue through its marketing mix. This

represents the amount of money charged for the product or service the company is offering. CBL

charges the product in various ways as described below for the Munchee biscuits. This is mainly

due to survive in the long term, profit maximization with return on investment, to uplift the

market share through various types of pricing, identify the cash flow, maintain the product’s

quality, place an image and especially to retain the acquired customer bases and to relationship

building. For an example, with the company’s image on the stall, CBL offers small Munchee

savory biscuit packets for very low price where even a small boy could afford to buy. And the

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same products are packaged in Tins and packets in large volume in the perception of Hospitality

for high price. This leads to a perception the Munchee is way near anytime to any set of

customers.

New Product Pricing Strategies

There are two types of pricings in this strategy. One is Market Skimming price and other one

being Market Penetration. The Former one is mostly used in highly innovative and high end

products with lower volume. This is not suitable in the company that we are focusing on. i.e.

CBL. The later one is more preferred as CBL product range has higher number of units with

lower margin. Furthermore the large scale production gives the CBL in deciding economies of

scale factor to utilize the pricing. Therefore whenever a product is about to released, CBL closely

look in to the competitors‟ pricing strategies and come up with the best possible low cost

integration to capture the market. This penetration would thrive the production process and CBL

could utilize this to make use of economies of scale.

Product Mix Pricing Strategies

Product line pricing – In this method the product pricing is carried out through the product line

of the company. Since CBL has a wide range of product line this method gives a way of

efficiently carry out the pricing mechanism. What they do is identifying the cost differences the

products, customer evaluations of different features and competitors‟ price.

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Price Adjustment Strategies

Allowance pricing – This type of pricing strategy can be seen in intermediary’s related markets.

Likewise as CBL operates in a market where intermediaries are involved, this type of pricing

reduces the listed price. i.e. Promotional allowance. International pricing – As Munchee exports

biscuits the pricing differs with a country’s export trade and their cost at exporting.

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Chapter: 4

“Brand Promotion Strategies

for CBL Munchee”

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Brand/Product Slogan & Tag Line:

“A Crowning Success”

4.1 Integrated Communication:

In Past decades, marketing perfected the art of mass marketing- promoting highly standardized

products to masses of customers. In my opinion CBL Munchee developed effective mass media

communications techniques to support these strategies. CBL Munchee routinely invest millions

money in many way. Those are given below.

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4.1.1. Above the Line:

In organizational business and marketing communications, are advertising techniques, or

different strategies companies use to sell their products. This kind of marketing is the kind of

marketing that has a very broad reach and is largely untargeted. Think about a national TV

campaign, where viewers across the nation see the same advert aired across the various

networks. This kind of marketing is mostly used for building brand awareness and goodwill.

Through the line refers to an advertising strategy involving both above and below the line

communications. This strategic approach allows brands to engage with a customer at multiple

points. This enables an integrated communications approach where consistent messaging across

multiple media creates a customer perception. Here is a picture from CBL Munchee’s Television

commercial. They also have some Radio Commercial too.

4.1.2 below the Line:

Below the line advertising seeks to reach a consumer directly rather than through an

intermediary, such as would be the case with a commercial during a television show. This type of

advertising is often centered on specific localities and is used to promote products that a

consumer will want to see in person. It can be coupled with in-store sales help in order to explain

the features of the product. Through the line refers to an advertising strategy involving both

above and below the line communications. This strategic approach allows brands to engage with

a customer at multiple points. This enables an integrated communications approach where

consistent messaging across multiple media creates a customer perception.

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4.1.2.1 Events:

Event marketing is entering a guerrilla era where the physical and the virtual cross paths,

offering new options for marketing professionals who create buzz over a service or product.

Event marketing is a promotional strategy that involves face-to-face contact between companies

and their customers at special events like concerts, fairs, and sporting events. Brands use event

marketing entertainment reach consumers through direct hand-to-hand sampling or interactive

displays. The practice works because it engages consumers while they’re in a willing,

participatory position. CBL Munchee Participating in School Science Fest 2016 event as a crest

partner.

4.1.2.2 Brochure:

A brochure is an informative paper document, which can be folded into a flyer, pamphlet or

leaflet. Brochures are advertising pieces mainly used to introduce a company or organization and

inform about products and/or services to a target audience. Generally brochure known as leaflet,

most commonly in our country. We all know that, for the events, informing customer more

brochure must need. Actually by the brochure customer can know our product visually,

specification, & other information about our products.

4.1.2.3 Conference:

A formal meeting of people with a shared interest, typically one that takes place over several

days. Actually it’s an ideas sharing forum the conference is also a hub for marine research and

conservation and includes experts who advise zoos and aquariums how to breed endangered

species in captivity. On last August and October CBL Munchee arrange conference with their

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dealers and Sales Persons. Coming month there going to be held a press conference. The news &

pictures generally show on the newspapers.

4.1.2.4 Out of Home:

Advertising that people see or hear when they are outside their homes. Creative for out-of-home

advertising have to take into account that the viewer is moving most of the time. Today’s out of

home medium offers new technologies, new formats, and more creative thinking to help

advertisers and their agencies take their message further. The industry has embraced innovation

in all parts of the business to keep pace with where advertising and the consumer are headed.

4.2. Digital Marketing promotional activity:

The marketing of products or services using digital channels to reach consumers. The key

objective is to promote brands through various forms of digital media. Digital marketing extends

beyond internet marketing to include channels that do not require the use of the internet. Now

days we see advertising through the social media & different website like Facebook, YouTube,

Amazon, Google etc. When you connect your customers by digital media and by posting positive

comments, feedbacks about your product, you can attract new customers.

Some remarkable advantages are-

Connecting with customers directly.

* Able to find interested audience.

Build business reputation by positive feedbacks of satisfied customers.

* Easily able to find competitors.

By the marketing agency they give post, picture & reply the customer query & also communicate

with them.Here is ano of digital marketing activities of CBL Munchee-

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4.2.1 Activation: Brand activation is the method used to bring a brand message to life through a strategic,

integrated campaign that leverages the full potential of a wide range of marketing

communications tools in order to maximize results and provide the greatest return on our

customer marketing investment. Brand Activation strategies help companies:

Identify the opportunities in the marketing cycle;

Attract the right consumer at the right moment in the decision-making process;

Move consumers with the right information to the right point of contact.

Effective brand Activation programs are made to measure, and strategically planned to meet key

marketing and business objectives, while meeting precise deadlines. These programs can also

augment or accelerate the activity and impact of existing programs. CBL Munchee also arranges

some activation program in different areas Such as- Gazipur, Joydevpur, Savar, Konabari etc.

Here are some of pictures-

4.2.1.1 Sponsoring& Participating:

Sponsorship is not an act of charity - it must show some form of positive return on investment

(ROI). A sponsor can enjoy a wide range of benefits from a carefully selected sponsorship,

which can:

Raise brand awareness and create preference

Provide attractive content for a range of products and services

Build brand positioning through associative imagery

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Support a sales promotion campaign

Create internal emotional commitment to the brand

Act as corporate hospitality that promotes good relations with clients.

Before sponsoring an activity, the sponsor must feel sure that the organization will be successful;

has a proven track record, good prospects and generally be aligned with the sponsor's brand and

business objectives. Sports sponsorship is the most common and can range from international to

regional and local events. CBL Munchee has promoted their brand on School Science Fest 2016

in various schools.

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Chapter: 5

Analysis of the study

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1. Television Commercial are more effective for Promoting CBL Munchee Products.

Interpretation: 64% strongly agree, 28% agree, 8% neutral, 0% disagree & strongly

disagree. Here, a large number of respondents agree with this statement. So customer

think Television Commercial are more effective for Promoting CBL Munchee

Products.

2. Advertisement variations are satisfactory for brand Promotion of Munchee products.

Interpretation: Here, 8% strongly agree, 64% agree, 25% neutral, 2% disagree &1%

strongly disagrees with this statement. According to the result, large number of

customers agrees with Advertisement variations Satisfactory.

64%

28%

8%

0% 0%

Effective promotional tool

Strongly Agree

Agree

Neutral

Disagree

strongly Disagree

8%

64%

25%

2% 1%

Advertisement variations

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

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3. CBL Munchee should focus on the digital marketing & 3D billboard or banner.

Interpretation: 34% strongly agree, 46% agree, 16% neutral, 4% disagree and 0%

strongly disagrees with this statement. Of As now its digital time, CBL Munchee

should focus on the digital marketing & 3D billboard or banner. So that it will attract

the customers.

4. Brand promotion strategy for CBL Munchee is eye catching.

Interpretation: 14% strongly agree, 18% agree, 42% neutral, 26% disagree and 0%

strongly disagrees. Here, large numbers of respondents are strongly agreed about this

statement.

Strongly Agree 34%

Agree 46%

Neutral 16%

Disagree 4%

Strongly Disagree

0%

Digital Marketing & 3D Billboards

14%

18%

42%

26%

0%

Eye Catching

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

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5. The Brand is prestigious, which makes the brand Promotion strategy easier.

Interpretation: Here, 80% strongly agree, 12% agree, 7% neutral, 1% disagree and

0% respondent strongly disagree with The Brand is prestigious & it helps

6. TVC, RDC, Activation, campaigns, promoting through Social sites are enough to promote

the Brand.


10% strongly disagrees.

80%

12%

7% 1%

0%

Prestigious Brand

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

48%

23%

15%

4% 10%

Newspaper advertisement,leaflet,campaigns,social

sites is enough

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

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7. Discounted price is offered on the Advertisement for Brand Promotion.

Interpretation: 1% strongly agrees, 13% agree, 12% neutral, 45% disagree and 29%

strongly disagrees with this statement. So, large numbers of customers are dissatisfied

With CBL Munchee’s less discount.

8. Providing free offers for Promoting the Brand in the market is good for them.

Interpretation: Here, 70% customers are strongly agreeing, Agree 6%, neutral 10%,

Disagree 9%, strongly disagree 5% about free offers for promotion.

1%

13%

12%

45%

29%

Discount for promotion

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

70%

6%

10%

9% 5%

Free offers for promotion

Strongly agree

Agree

Neutral

Disagree

Strongly Disagree

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9. Satisfied with the promotional Activities.

Interpretation: Here, 40% strongly agree, 5% agree, 34% neutral and 9% disagrees

& 12% strongly disagrees about this statement. So we can see that the customers are

satisfied overall.

10. Promoting the Brand through Activation in different area was a great idea.


0% strongly disagrees. According to the result we can see that large number of

customers agrees that shows it’s a great idea.

9% 5%

34% 40%

12%

Satisfied with the promotional activities

Strongly Agree Agree Neutral Disagree Strongly Disagree

81%

11%

5% 3% 0%

Promoting the Brand through DITF was a great idea

Strongly Agree

Agree

neutral

Disagree

Strongly Disagree

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11. Products are available in the market.

Interpretation: 0% strongly agrees, 6% agree, 26% neutral, 46% disagrees and 22%

strongly disagrees. These shows Products are not available in the market according to

the Advertisement.

12. TVC Advertisement is not available.

Interpretation: Here, 70% strongly agree, 30% agree, 0% neutral, 0% disagrees and

0% strongly disagrees with this statement.

0%

6%

26%

46%

22%

Products are available

Strongly Agree

Agree

neutral

disagreee

Strongly disagree

70%

30%

0% 0% 0%

TVC

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

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13. Product information is available in Social media.

Interpretation: In this statement here, 52% strongly agree, 26% agree, 14% neutral, 7%

disagree and 1% strongly disagrees. Customers are saying Product information is

available in print media.

14. CBL Munchee should increase their promotional activities.

Interpretation: Here, 40% strongly agree, 35% agree, 10% neutral, 11% disagree

and 4% strongly disagree. That means, a large number of customers agree that CBL

should do much more than giving advertisement.

52%

26%

14% 7%

1%

Product information

Strongly agree

Agree

neutral

Disagree

Strongly Disagree

40%

35%

10%

11%

4%

Advertising is not Enough

strogly Agree

Agree

Neutral

Disagree

Strongly Disagree

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15. Promotional Activity Maintained the International standard which makes the Brand

promotion very easy.

Interpretation: Here, 75% strongly agree, 15% agree, 10% neutral and 0% strongly

disagree CBL Promotional Activity Maintained the International standard.

75%

15%

10%

0% 0%

Promotion Standard

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

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Chapter: 6

Major Findings

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Major Findings

After analyzing the data, the following are the major Findings.

Large number of customers thinks that the products have brought an innovative test in

our country.

TVC is the most effective promotional tools for CBL Munchee but they should also go

for some Billboard to introduce their products.

The most of the customer said that The CBL Munchees’ product is prestigious and trust

worth, which makes the brand Promotion strategy easier.

The most of the customer said that TVC, RDC, Activation, Campaign, promoting through

Social sites is enough to promote the Brand.

The most of the customer said that Promotional Activity Maintained the International

standard which makes the Brand promotion very easy.

According to the customers as now its digital time, CBL Munchee needs to focus on the

digital marketing & 3D billboard or banner. So that it will attract the customers for CBL

products.

According to the survey, Most of the customer said that CBL Munchee’s big Strength is

“Great Taste” & “International Quality” is Highlighting the brand. That’s why they have

to keep this brand image properly & it will increase their revenue.

The most of the customers said that the information mentioned in the print media/

brochure is enough and price is mentioned.

Large number of customers thinks that the product Promotion of CBL Munchee’s is not

enough to introduce with such an extra ordinary product in our country.

Some Products are too much expensive.

No Discounted price is offered on the Advertisement for Brand Promotion.

CBL Munchee is not telecasting TVC regularly to aware more people. But nowadays

TVC is the best way to reach customers.

Poor logistics is one of the biggest problems for this company.

Availability of product is poor.

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Chapter-7

Recommendations & Conclusion

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Recommendations

From my finding, I have the following recommendation, for CBL Munchee:

CBL should make their product available everywhere in the country. So they should

increase logistics.

Some products’ Price should be more reasonable.

CBL Munchee should telecast TVC regularly to make people aware.

As now it’s digital time, CBL Munchee should focus on the digital marketing & 3D

billboard or banner. So that it will attract the customers. So the company should take

initiative to do that.

As most of the respondents said that CBL Munchee should increase their promotional

activities to make sure that they can reach to the sales target of Munchee. So the company

should take initiative to do that.

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Conclusion

Bangladeshi people have a traditional concept about food. We place our food habit in a different

level. And we look for quality products for eat but there is so many variety of biscuits that

actually make a huge number of competition. CBL is showing the actual taste and international

quality products. A person shouldn’t waste his money on ordinary biscuits. It should be

qualityful, hygienic, and tasty which people can enjoy their food with their friends and family.

CBL Munchee should relentlessly strive elevate the brand to become the number 1 biscuits

company in Bangladesh. Their aim is also to offer the people convenience through establishment

of a large and extensive dealer network throughout the country. CBL Munchee should

continuously increase distribution channels, and go on to train the team to provide a personal

touch experience that helps create lifelong customer relationships. The slogan of CBL Munchee

is to be known for its standard quality, through a zeal for high standards, reverence for diversity

and commitment to creating outstanding opportunities for professional growth so that associates

can achieve their highest potential. CBL Munchee will be committed to deliver new development

opportunities while persistently improving their prosperity.

Business is not everything for CBL Munchee; it also aims to bring international quality product

and innovative taste in biscuits, ethical company that shall be emulated as a model of success.

CBL Munchee shall be synonymous for all things biscuits related.

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Reference

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References

Principle of Marketing, 13

th Edition, Philip Kotler & Gary Armstrong.

Strategic Brand Management, 3rd

Edition, Kevin Lane Keller

Advertising and Promotion (An Integrated Marketing Communication

Perspective). 8th

Edition, George E. Belch & Michael A. Belch.

Strategic Marketing, 9th

Edition, David W. Cravens & Nigel F. Piercy.

http://www.muncheelk.com

www.businessdictionary.com

www.rockresearch.com

www.wikipedia.com

http://www.revenuebuilderblog.com/

www.answer.com

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Appendix

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Questionnaire

Dear Respondent,

I am a student of BBA in Bangladesh University of Business and Technology (BUBT) and

currently enroll of my internship report. I am conducting this survey to prepare my internship

report on “Analyzing the Brand Promotion Strategies for Building Customer Loyalty of CBL

Munchee Bangladesh (Pvt.) Ltd.”. Your Participation in this survey is really appreciated and will

help me to conduct this survey successfully. It is assured that the information you will provide

will be strictly confidential and use for educational purpose only.

Thank you for your time and co-operation.

Sincerely Your

Mohsin Alam Akash

Please Indicate how strongly you agree or disagree with the following statements.

Name: ………………………………………………………………………………………………

Occupation: ……………………………………….

Address: …………………………………………..

Contact:……………………………………………Date:………………………………………….

1. Television Commercial are more effective for Promoting CBL Munchee Products.

(a) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree

2. Advertisement variations are satisfactory for brand Promotion of Munchee products.


3. As now its digital time, CBL Munchee should focus on the digital marketing & 3D billboard

or banner. So that it will attract the customers.


4. Brand promotion strategy for CBL Munchee is eye catching.


5. The Brand is prestigious, which makes the brand Promotion strategy easier.

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6. TVC, RDC, Activation, campaigns, promoting through Social sites is enough to promote the

Brand.


7. Discounted price is offered on the Advertisement for Brand Promotion.


8. Providing free offers for Promoting the Brand in the market is good for them.


9. Satisfied with the promotional Activities.


10. Promoting the Brand through Activation in different area was a great idea.


11. Products are available in the market.


12. TVC Advertisement is not available.


13. Product information is available in Social media.


14. CBL Munchee should increase their promotional activities.


15. Promotional Activity Maintained the International standard which makes the Brand

promotion very easy.


Thank You for Your Support.

DEFENSE REPORT

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