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Prepared By:

Walid Been Rahman

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“Consumer Opinions about Infant Milk Product Offered in Bangladesh “

Introduction During 1989-90, Bangladesh imported Infant milk and milk

products worth 400 million Taka to meet a short fall of 40 percent of domestic demand. Bangladesh Infant milk sector is failed to provide sufficient supply for liquid milk. To minimize this shortage government has taken some steps such as urgent meet up through imported powder milk and try to develop dairy farms to the private entrepreneurs’ levels. Only local dairy farm could not provide sufficient supply of liquid milk according to consumers demand. To fill up this gap there are a lot of companies launch in Bangladesh to sell Infant milk powder product. Some of them are “Nestle, Biomilk, Eldo –milk/Eldo-baby, Baby care, Prima, Deelac” which are familiar word for each household in rural and urban area in Bangladesh.

Objectives–To identify different Brands of infant milk

products & their manufacturers.–To identify the important factors which

are considered while purchasing the infant milk product.–To understand about the customers

opinion about different infant milk products.

Methodology1. Research Design – This research is a descriptive study. I

prepared this research by the method followed in research is descriptive study.

2 .Data collection – To accomplish this report two types of data sources have been used:

• Primary Data• Secondary Data

3. Sources of Information• Primary: The primary information collected through questioner

surveys on retailers & consumers who are the parents of baby.• Secondary: The secondary information collected from website,

magazine, memorandum, journals, employee books, internal database and some other relevant sources. Both primary and secondary data sources were used to generate this research.

4. Data Collection Procedure• Primary Data: Primary data was collected through survey on

Lalmai Group websites & indebt interview with the company’s marketing executives. As well as retailers & final consumers. The sample size of the retailers are being surveyed on about 100 & surveyed on consumer is about 30.

• Secondary data: Secondary data were collected from website, magazine, memorandum, journals, employee books, internal database and some other relevant sources.

Company Profile Lalmai Group is one of the oldest and prominent business

conglomerates in Bangladesh. It starts since 1982. The name of this company formed by “The Lalmai Ltd.” Then this company expanding its business through sister concern sectors. ARKU & Baby Nutritions are FMCG brands in this company. This company Head office is located at Dhaka and Factory at Comilla, Chandsree Mia bazaar,Bangladesh.

Lalmai group is well known Manufacturers company in Bangladesh for Spices, Snacks and other items of ARKU Brand & same as also at netrition site like Infant milk ( Eldo milk & Eldo Baby). This company is the best exporter of Curry powder through whole Bangladesh.

This Companies sister concern sites are --------• The Lalmai Limited• Food Products Items such as: (Lalmai Food Products Ltd.)• Arku Industries Manufacturing Ltd.• Lalmai Footwear Ltd.• Bengal Import Ltd.• Parveen Enterprise• Baby Nutrition Ltd.• Baby Nutrition care Ltd.• Arku Foods Ltd.

Product Information's• Baby Nutrition's : Eldo Milk ( 1,2,3) & Eldo Baby ( 1,2).• Spices : ARKU Chili, Turmeric , Coriander,Cumin,Garlic

Powder ,Ginger Powder.• Mixed Masala: Shahi Achar Gosht Masala, Chicken Masala, Shahi

Fish & Beef Masala.• Masala : Curry Powder, Haleem mix.• Snacks : Jal Muri, Chanachur,Hot Chanachur ,Ghoti Garam,Fried

Peas.• Chutney : Tamarind, Olive , Mango, Boroi etc.• Others : Mustard Oil, Lascha Shemai,Vermicelli, Puffed Rice, Dry

Chili, Bay Leaf : etc.

Some Products View

Products of ARKU Foods Ltd.

Competitors

• Nestle• Biomilk• Care• Prima• Deelac

Findings• Retailer Opinions:• The customer awareness level towards Eldo-milk & Eldo-

baby infant milk is excellent because all the 100 respondents are aware of it.

• From the aware respondents 20% of respondents are using Eldo-milk and Eldo-baby.

• Factors like Quality, taste and price influences more while choosing a brand respectively.

• Only 20% of respondents feels quality of Eldo-milk and Eldo-baby are good where 80% of are in- between good and bad.

• Only 32% 0f respondents say Eldo-milk and Eldo-baby milk are better with comparison of others.

• 47% of respondents do not agree to that this will enhance richness to other products in market.

• 40% of respondents feel that this product taste is good where 59% feels its average.

• Only 13% of respondents are totally satisfied with the thickness of this Infant milk.

• More than 80% do not have any complaint regarding packaging of this infant milk.

• Only 33% of respondents are totally satisfied with the performance of Eldo- milk.

• More thickness, same taste and availability are the key reasons for alternative brand other than Eldo-milk and Eldo-baby.

• The product availability of eldo-milk & eldo-baby are quit low then other products.

Consumer Opinions:

•The product availability of eldo milk & eldo baby is not so good then other products availability at the market.•The quality & flavor of eldo-milk & eldo-baby are better than other product.•The product price of it is also very effective.•The size of this product is similarly good.•The packaging quality & brand is so much attractive for the customer & baby.•The doctor prescribe of eldo-milk & eldo-baby are slightly low then others.

Recommendations1. Media selection plays a major role to be brand awareness for

the consumers of a certain product. Integrated advertisement is a modern tool for aggressive selling of the desired product to develop the advertising plan by setting objective on media planning operations. Increases the frequency and duration of the advertisement in different media opportunities,

2. Promotional activities of Eldo-milk and Eldo-baby infant milk are to be maintained on a regular basis. The main media like Radio, Television, Poster, and Newspaper should be included with the right time, duration and frequency. And may be used hoarding signboard for advertising hi the main viewpoints. Attractive and fruitful campaigning for infant milk would be introduced under the campaign plan strategy.

3.   Infant milk is the market leading brand of milk product market in Bangladesh so the authority of Eldo-milk must find the ways to expand  total  market  demand.  The  authority  must  protect  its current  market  share  through  good  defensive  and  offensive actions.  The  company  should  try  to increase  its market  share further, even if the market size remains constant4.   The price of Eldo-milk and Eldo-baby are higher to the retailers and  also  consumer’s  point  of  view  price  is  moderate  to  the competitors. So pricing policy may be reviewed with competitors for higher sales of the product.5.   Majority consumers purchase infant milk nearest convenience shop.  When  preferred  brand  is  not  available  they  find  another shop. So, company should ensure the availability of the product to pocket  outlets  because  most  of  the  outlets  are  under  the distributor of the company but they do not cover fully.

6.   Doctor’s prescription plays a vital role to purchase any products through consumers to build up their health recovery for expanding market share and market area.

7. Lalmai Foods has to undertake detail marketing survey programs to ventilate the issues and opportunities for infant milk product marketing in Bangladesh during the global open market economy.

8. The organization should exert relentless effort to increase infant milk production through motivation and persuasion.

9. Finally, integrated and coordinated efforts with the scope of monitoring and feedback analysis should be practiced in the process of materializing the activities relating to the marketing problem and prospect of” infant milk in Bangladesh.

Conclusion    The research work was carried out a market survey through 

questionnaires among retailers and final consumers of milk powder as well as the primary sources for collecting data or information about marketing problem and prospect of Eldo-milk and Eldo-baby milk product in Bangladesh. For secrecy of the company secondary data are not available as a result of which the present situation could not be compare with the previous situation. For this reason the whole research has been done on the basis of primary data. The research should be done all over the Bangladesh. So it is difficult to survey all the districts of Bangladesh within a short period of time. In this regard Dhaka city has been selected for this reason and survey.

     The present study revealed that brand preferences of milk powder according to consumer’s choice accordingly followed by highest preference to lowest preference are – Nestle,Eldo milk / Eldo baby,Biomilk, Baby care, Deelac, Prima.

     It is found that most of the consumer’s opinion about Nestle milk powder in relation to the features of ‘Quality’, ‘Taste’ and “Availability” are good, and feature of “Price” is moderate. 

     The study carried out only for academic purposes which might be helpful for the organization’s decision making. Yet, further investigation needs to understand the full range of benefits of marketing problem and prospect of infant milk products in Bangladesh

Thank You

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