marketing mix of golden country corn flakes offered by ems international bangladesh

CHAPTER-01INTRODUCTION

1.0- Introduction1.1- Background of the StudyBreakfast is the most important meal of the day. In word cornflakes is one kind of breakfast meal. It is fulfill require our body and fit. Cornflakes refer to breakfast meal eaten in order to keep the body in a healthy and active condition. Hence, Cornflakes has to provide the required raw material, sodium, like vitamins and minerals, protein, fiber, sugar, protein, requirements like carbohydrates, fats, etc. Extruded breakfast cereal products such as corn flakes, rice flakes, wheat flakes and other formulated breakfast cereal product are now gaining popularity in the world. These cornflakes are eaten by middle and high class people. This report has been prepared on the topic Marketing Mix of Golden Country Cornflakes offered by EMS International Ltd.Its a good opportunity of this organization though my internship program and this organization are imported from food product in United Kingdom. In our country, market is very competitive and this organization is working in the market. So Internship program is the mandatory of BBA students. I have to prepare this report in my theoretical and practical knowledge. The approval of my advisor at Bangladesh University of Business & Technology (BUBT), Assistant Professor of marketing department, Monirul Hasan Masum. I have prepared this report on my work experience at EMS International Ltd. on its Marketing Mix Analysis of Golden Country Cornflakes.

1.2- Significance/ Justification of the StudyEMS international Ltd. is variety food product imported from United Kingdom and trying to give better quality of product or service to the customers. Golden Country cornflakes by EMS International has been conducting their business through dealers whole over the Dhaka city from their beginning, then they contract with the whole seller, so it is compulsory for them to maintain regular contact & maintain regular monitoring system about customers purchasing, their behavior, employees performance, sales growth rate, current market situation and brand competitiveness. 1.3- Scope of the StudyThis report has been prepare for gathering current market situation based on the customer opinion and observation the market through visiting the market closely. This report is covered by marketing mix of Golden Country Cornflakes. Hopefully this report can cover the overall market situation of Golden country cornflakes and will be capable of providing further information in the future. The scope or span of this report is to highlight the overall performance of Golden Country Cornflakes of Bangladesh with related subject matter.

1.4- Objective of the Study1.4.1- Broad/General Objective: The objective of the study is to identify the marketing mix of the Golden Country Cornflakes offered by EMS International Ltd.1.4.2- Short/Specific Objective: There are some aspects that are needed to fulfill the general objective which are known as specific objective. These are To identify the state of marketing initiative of EMS International Ltd. To identify the marketing mix of Golden Country Cornflakes. To understand the customer satisfaction regarding marketing mix of Golden Country Cornflakes.1.5- Methodology1.5.1- Type of the Research design: It is a descriptive research by nature.1.5.2- Sources of Data Primary Data Sources: Data organized by the researcher for the specific purpose of addressing the research problem Secondary Data Sources: Data collected for some purpose other than the problem at hand.1.5.3- Data Collection Procedures Primary Data: Customer survey, observations were conducted to collect primary data. Secondary Data: Company profile, Magazine, Newspaper add. Annual reports were used as secondary.1.5.4- Research Instruments Questionnaire: Questionnaire is very flexible and easy to collect answer than other instrument. So I choose questionnaire as research instrument to collect primary data for the report. All details about questionnaire are given bellow- No of question: 14 questions are in the questionnaire. Questionnaire format: Structured. Question type: Close ended likert scale and open ended. Font size: 12. Required time to complete answers of questionnaire: 5-10 minutes.1.5.5- Sampling Plan Population: All the consumer who consume the golden country cornflakes.

Sample Elements/Units: Individual consumers who consume the golden country cornflakes. Sample Frame: There was no well structure of sample frame found. Sampling Procedure: Non- probability convenience sampling method. Sample Size: The sample size of the report is 50. We have made our survey to 50 customers. AreaNumber of Respondents.

Gulshan15

Dhanmondi15

Uttra10

Mirpur10

Total50

1.6- LimitationsThe following was the main limitations that were faced while preparing the report: Lack of customer co-operation. Lack of Records: Sufficient books, publications, facts and figures are not available. These constraints narrowed the scope of accurate analysis. Inadequate data: To understand the facts about the study in a realistic way and more clearly the quantitative expression of information, necessary data is required.

CHAPTER-02COMPANY OVERVIEW

2.0 Overview of EMS international2.1 Company BackgroundEMS International is an operated business, and has been growing since it began in 2005. It started supplying operations on 22 February 2005 with an authorized capital of Tk. 50 million.With an unrivalled commitment to quality, EMS International supplying Energy drinks, Rice, Toys, Commercial and Domestic Furnitures, Timbers, the finest commodities and ingredients to the most demanding customers in the UK and Bangladesh. Companys wide range of products is supplied to various sectors of the market in worldwide. EMS International personally source and/or select only the finest products from reliable suppliers around the world. All our suppliers have unique selling points and innovative methods to ensure their products are supplier in such a competitive market.

2.2 VisionBy persevering with its mission, it will expand EMS International into an internationally recognized icon. It will achieve this by establishing leaders in all continents and have a viable presence in all major market places.

2.2 Mission High quality products supply at best price available. Satisfactory customer service. Introducing new products in local market. Attract and retain high quality human resources. Support social benefit organizations.

2.4 GoalThe ultimate goal of EMS International is to develop a local market of foreign products. They want to available the international brands in our country, where the people purchase these products at reasonable price.

2.6 Organgram

Managing DirectorDirector of Accounts & FinanceOperations Officer LevelManagerial levelDirector of HRMExecutive officer levelMarketing DirectorFig: Organograms of EMS International.

2.5 Product ListThe list of EMS International supplied products

Golden Country Cornflakes

Golden Country Rice Snaps

Golden Churn Butter

Sunflower Oil

Boost Energy Drink

Cadbury Chocolate

CHAPTER-03THEORETICAL ASPECTS / LITERATURE REVIEW

3.1- Marketing MixMarketing mix means that the set of controllable tactical marketing tools, such as product, price, place, and promotion that the firm blends to produce the response it wants in the target market. The marketing mix constitutes the companys tactical tool kit for establishing strong positioning in target market and that is why, marketing mix is the set of controllable marketing tools the firm uses to pursue its marketing objectives in the target market.Marketing mix, the factors controlled by a company that can influence consumers buying of its product. The potential probability of a particular marketing mix and its acceptability to its market are assessed. Its defined by Oxford Dictionary of Business. Marketing mix is a term that the marketing world tries to hold as a private term that only the industry knows about, but as a small business owner, you need to understand how to plan and implement your marketing mix.The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables. The four variables are known 4ps:3.1.1- Product3.1.2- Price3.1.3- Place3.1.4- PromotionThe marketing mix is defined as the four P's of marketing: product, price, place, and promotion. The Four P`s the Marketing Mix is used to market product or service, this is done by using the four P`s to establish what the produce is, the price, the place an promotion. These four areas make up the complete outline for product or service marketing. Marketers develop strategies for each of these components to facilitate mutually satisfying exchanges with a target market.

So the marketing manager concentrates on four major decision areas while planning the marketing activities. The Marketing Mix principles are controllable variables. The Marketing Mix can be adjusted on a frequent basis to meet the changing needs of the target group and the other dynamics of the marketing environment

Figure: Four Ps of Marketing Mix

The four elements of the marketing mix to describe under the below:3.1.1-Product: Product as anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. Product includes more than just tangible goods. Broadly defined, products include physical objects, service events, persons, place, organization, idea or mixes of these entities. So product means that the goods and services combination the company offers to the target market. The products are included some variables, such as:PRODUCTDesignFeaturesPackagingBrand NameServicesQualityVariability

3.1.2-Price: Price is the amount of money charged for a product or services. Broadly define; price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or services. The price is usually defined as financially expressed value of the product or service at the market. Price levels are forming the public opinion about a specific supplier.

The price has specific relationship with other components of marketing mix. Actually the price is the only component that generates revenue, while other components generate costs. Manufacturing of the product represent the cost. So, price is not only the expression of money outflow, but also represent a certain value, benefit or satisfaction perceived by certain product / service.

Price is included some others variable, such as: PRICE

Payment Period

List of Price

Discounts

Allowances

Credit Terms

3.1.3-Place: Place is refers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix.Marketing channels, or place in terms of the marketing mix, are the means by which interdependent organizations move products or services from the producer to the person that purchases or consumes the product.

So, Price includes company activities that make the product available to target consumers. Then, price is included some of variables, such as:

PLACEChannelsCoverageAssortmentsLocationsInventoryTransportationLogistics

3.1.4-Promotion: The promotion is one out of four basic instruments of marketing that has the purpose to inform about other instruments of marketing mix and to contribute to sales increase on the long term. Promotion is the process of communication between the company that sells the product and the potential customer, with the purpose of influencing the attitudes and behavior. There are specific promotional tool that are supporting chosen promotional goal. The promotional mix represents a combination of different promotional tools. The basic elements of promotional mix are Advertising, Public Relationship, Personal Sales and Sales Promotion. So, promotion means that communicates the merits of the product and persuades target customers to buy it. The promotion of the marketing mix is included some of variables, such as:

PROMOTIONPublic RelationSales PromotionPersonal SellingAdvertising

It holds that the four (4) Ps concepts take the sellers view of the market, not the buyers view. From the buyers viewpoint, in this age of connectedness, the four Ps might be better described as the four (4) Cs.

Four (4) Ps Four (4) Cs Customer solutionProduct

Customer CostPrice

Promotion

Communication

ConveniencePlace

Thus while marketers see themselves as selling a product, customers see themselves as buying value or a solution to their problem according to their needs and wants. Price is the most important factor regarding buying and selling products. Customers are interested in more than the price, because price has a significant role in selecting the product and customers are now more concern about their cost. Promotions make the customers aware and well communicated with people. To get properly communicated with people a company has to promote their products in a good way to the targeted customers. Customers want the products and services to be a conveniently available as possible. Most of the people are thinking about product availability. Most convenient products usually got preference by the customers.

3.2- Marketing Mix of Golden Country CornflakesTo describe the marketing mix on the Golden Country cornflakes under below:3.2.1- ProductProduct means that the goods and services combination the company offers to the target market. The Golden Country Cornflakes offered by EMS International Ltd. to supply in the market. Product may be described in following ways: Product Quality: Product quality consists of the ability to satisfy customers needs and wants as well as the ability of a product to perform its function. Golden Country Cornflakes is quality full product in which are customer prefer that. Product quality has two dimension that are level and consistency. Product Variety: Marketers present their product in different ways. The EMS International supplies the golden country cornflakes product are variety flavour in the market. Design: Style simply describes the appearance of a product. Design is a larger concept than style. Golden country cornflakes package design is attractive than other cornflakes.

Brand name: A good name can add greatly to a products success. It should suggest something about the products benefit and quality. The Golden Country Cornflakes product is well brand in the European, Middle-East and Asian countries. Features: Features are competitive tools for differentiating the companys program. Being the first producer to introduce a needed and valued new feature is one of the most effective ways to compete. So golden country cornflakes features needed to the packed.3.2.2- Price

CHAPTER-04ANALYSIS AND FINDINGS

4.0- AnalysisBased on the questionnaire we have analyzed the data and for each question we have found the following results:Table-01: AgeAgeNumber of respondentsValid %Cumulative %MeanS.D.

18-20122424

2.44

1.14571

21-25153054

26-30153084

31-3551094

36-4036100

Total50100

From table 01, researcher can say that the Golden Country Cornflakes like to take in the breakfast meal of 18 to 30 years old, because the 94% of the respondents are like to Golden Country Cornflakes in the age of 18 to 30.Analysis of the above table shows that the mean rate is 2.44. It indicates that Golden Country Cornflakes is a like to the most likeable customers age.

Table-02: GenderNumber of respondentsValid %Cumulative %MeanStandard Deviation

Male153030

1.70

0.46291

Female3570100

Total50100

From table 02, researcher can say that the large group of female are consume Golden Country Cornflakes, because the 70% of the respondents are female consume the Golden Country Cornflakes.Analysis of the above table shows that the mean rate is 1.70. It indicates that the group of female customer are available consume to Golden Country Cornflakes.

Table-03: Occupation

Number of respondentsValid %Cumulative %MeanStandard Deviation

Student2040402.301.19949

Business51050

Service holder153080

Housewife1020100

Total50100

From table 03, researchers can say that the Golden Country Cornflakes is most popular in student and service holder customers, because the 70% of the respondents are student and service holder like the Golden Country Cornflakes.Analysis of the above table shows that the mean rate is 2.30. It indicates that Golden Country Cornflakes is most likable in student and service holder.

Table- 04: Golden Country Cornflakes quality is better than other cornflakes.Number of respondentsValid %Cumulative %MeanStandard Deviation

Strongly Agree132626

4.16

0.71027

Agree357096

Neutral000

Disagree1298

Strongly Disagree12100

Total50100

From table 04, researcher can say that the Golden Country Cornflakes has Better quality, because the 96% of the respondents strongly agree & agree that Golden Country Cornflakes has healthier than other Cornflakes.Analysis of the above table shows that the mean rate is 4.16. It indicates that Golden Country Cornflakes is a quality product and it has healthier than other Cornflakes available in market.

Table-05: Golden country Cornflakes are variety flavour.


Strongly Agree1020204.200.40406

Agree4080100

Total50100

From table 05, researchers can say that the Golden Country Cornflakes Variety flavor of the product, because the 80% of the respondents agree that Golden Country Cornflakes the other cornflakes.Analysis of the above table shows that the mean rate is 4.20. It indicates that Golden Country Cornflakes is the more flavor of cornflakes than other cornflakes in the market.

Table- 06: Golden Country Cornflakes Package design is attractive.


Strongly Agree488

4.06

0.31364

Agree469098

Neutral12100

Total50100

From table 06, researchers can say that the Golden Country Cornflakes package design is attractive, because the 98% of the respondents strongly agree and agree that Golden Country Cornflakes attractive packaging than other cornflakes.Analysis of the above table shows that the mean rate is 4.06. It indicates that Golden Country Cornflakes more than attractive packaging design.

Table-07: Golden Country Cornflakes is healthy breakfast.



4.70

0.50508

Agree132698

Neutral12100

Total50100

From table 07, it found that the 98% of the respondent strongly agree and agree in which Golden Country Cornflakes is healthy breakfast.Analysis of the above table shows that the mean rate is 4.70 and it indicates that this cornflake is healthier product.

Table-08: Golden Country Cornflakes is well known brand over the world.



4.14

0.60643

Agree316288

Neutral61212

Total50100

From table 08, it is found that 88% of the respondents strongly agree & agree that Golden Country Cornflakes is a well-known brand over the world. So, researcher concluded that Golden Country Cornflakes has a strong brand image.Analysis of the above table shows that the mean rate is 4.41. It indicates that respondents agree that Golden Country Cornflakes has strong brand image to customers.

Table-09: Golden Country Cornflakes is reasonable price.


Strongly Agree61212

3.96

0.63760

Agree387688

Neutral51098


Total50100

From table 09, it is found that 88% of the respondents strongly agree & agree that Golden Country Cornflakes is a reasonable price. So, researcher concluded that Golden Country Cornflakes has ability of the customers retaining.Analysis of the above table shows that the mean rate is 3.96. It indicates that respondents agree that Golden Country Cornflakes has price reasonable to customers.Table-10: Golden Country Cornflakes is available in the market.



4.24

0.55549

Agree326494

Neutral36100

Total50100

From table 10, it is found that 94% of the respondents strongly agree & agree that Golden Country Cornflakes suppliers have ability to fulfill market demand. So, researcher concluded that golden country cornflakes are available in the market.Analysis of the above table shows that the mean rate is 4.24. It indicates that respondents highly agree that Golden Country Cornflakes suppliers have ability to fulfill market demand and available to the customers.

Table-11: Golden Country Cornflakes advertising is attractive.


Strongly Disagree 81616

2.12

0.71827

Disagree306076

Neutral 102096

Agree24100

Total50100

From table 11, it is found that 76% of the respondents strongly disagree & disagree that Golden Country Cornflakes advertising is not properly. So, researcher concluded that golden country cornflakes are low probability of advertising in the market.Analysis of the above table shows that the mean rate is 2.12. It indicates that respondents highly disagree that Golden Country Cornflakes advertising dont fulfill market to the customers.

Table- 12: Easy to consume of Golden Country Cornflakes.


Strongly Agree81616

3.68

1.05830

Agree285672

Neutral81688

Disagree2492


Total50100

From table 12, it is found that 72% of the respondents strongly agree & agree that Golden Country Cornflakes has easy to consume in the market. So, researcher concluded that golden country cornflakes are available in the market.Analysis of the above table shows that the mean rate is 3.68. It indicates that respondents highly agree that Golden Country Cornflakes has enough inventory in market and available to the customers.Table- 13: Overall customer satisfaction of Golden Country Cornflakes.


Strongly Agree81616

3.68

1.05830

Agree285672

Neutral81688

Disagree2492


Total50100

From table 13, it is found that 72% of the respondents strongly agree and agree that Golden Country Cornflakes to satisfy of the customers. So, researcher concluded that golden country cornflakes are customers satisfaction level medium.Analysis of the above table shows that the mean rate is 3.68. It indicates that respondents neutral that Golden Country Cornflakes is identifying the customer satisfaction level.

Table- 14: Golden Country Cornflakes gives promotional offer to the customers.


Agree214242

3.12

0.84853

Neutral 142870

Disagree1530100

Total50100

From table 14, it is found that 42% of the respondents agree that Golden Country Cornflakes gives promotional offer to the customers. So, researcher concluded that golden country cornflakes are lower promotional offer in the market.Analysis of the above table shows that the mean rate is 3.12. It indicates that respondents lower agree that Golden Country Cornflakes gives promotional offer to the customers.

CHAPTER-05MAJOR FINDINGS

5.0- Major FindingsAfter the analysis of Golden Country Cornflakes are identifying of the major findings. So written down the major finding under the blow: The large number of female people is eaten Golden country cornflakes. The Golden Country Cornflakes is popular in the student, service holder and housewife. 15 to less than 30 ages customers are more attract with Cornflakes The Golden Country cornflake is better quality. The Golden Country cornflake are more variety flavor of product. The Golden Country cornflake packaging is attractive. The Golden Country cornflake is good for healthy breakfast. The Golden Country cornflake is well-known brand in the world. The Golden Country cornflake price is reasonable. The Golden Country cornflake is not highly available in the market. The distribution Channel is not available. The own transportation is not enough. There is not enough inventories in the market of Golden Country cornflake. The Golden Country cornflake is market share very lower. Sometime promotional offer gives to the customers of Golden Country cornflake and it is not available.

CHAPTER-06RECOMMENDATIONS

6.0- Recommendations The Golden Country cornflake is not highly available in the market. So the availability should increase the product very closely. The distribution Channel is not available. So the channel of distribution should increase and upgrade the distribution channel. There is not enough inventories in the market of Golden Country cornflake. So the inventory should be increases. The Golden Country cornflake is market share very lower. Thats why market share should be developed. Sometime promotional offer gives to the customers of Golden Country cornflake and it is not available. So promotional offers should give the customer and retained. The own transportation is not enough. Thats why should be increases to own transportations.

CHAPTER-07CONCLUSIONS

7.0- ConclusionAt present situation cornflakes makes a huge market. There is a large cornflakes market in Bangladesh. Lots of local and world brands are available in this country. Cornflakes is one kind of breakfast and it will fulfill the breakfast require in our body. However, Corn Flakes would be the better choice regarding weight loss. This cereal tastes good and is loaded with essential vitamins. On the flip side, Shredded Wheat contains no sugar or sodium, and it contains more fiber, protein and whole grains. To purchase an energy drink, a customer considers some factors, such as: quality, price, packaging, availability, brand name, etc. In our country most of the cornflakes customers are young people. Cornflakes companies consider all of these variables and try to give a best product to their customers.

CHAPTER-08BIBLIOGRAPHY / REFERENCE

CHAPTER-09ANNEXURE

9.1- QuestionnaireI am BBA student from Bangladesh University of Business & Technology (BUBT) conducting an internship report on Marketing mix of the Golden Country Cornflakes offered by EMS International Ltd.. I would be pleased if you participate in my internship report. This questionnaire will answer only for adult person. It will take about 5 minutes.Personal Information:Name:Age: (a) 18-20(b) 21-25(c) 26-30(d) 31-35(e) 36-40Gender: (a) Male(b) FemaleOccupation: (a) Student (b) Business (c) Service holder(d) HousewifeSubject Related Information:1. Do you like to take the cornflakes in the breakfast meal?(a) Yes(b) No. If you yes, then completing the answer under the blow:2. Golden Country Cornflakes quality better than other cornflakes. Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

3. Golden Country Cornflakes are variety taste of flavor.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

4. Golden Country Cornflakes package design is attractive.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

5. Golden Country Cornflakes is healthy breakfast.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

6. Golden Country Cornflakes is well known brand over the world. Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

7. Golden Country Cornflakes is reasonable price.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

8. Golden Country Cornflakes is available in the market.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

9. Golden Country Cornflakes advertisement is attractive.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

10. Easy to consume of Golden Country Cornflakes.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

11. Overall customer satisfaction of Golden Country Cornflakes.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

12. Golden Country Cornflakes gives promotional offer to the customers.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

Thank you for your participation in our survey

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marketing mix of golden country corn flakes offered by ems international bangladesh

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