Ispahani mirzapore tea 181226165806 PDF

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Internship Report On An Analysis of Marketing Activities of Ispahani Mirzapore Tea

Submitted by: MD. Shakil Ahamed Sony ID: UG01-38-15-070 Department of Business Studies State University of Bangladesh

Submitted to: Prof. Dr. Anwarul Kabir Pro Vice-chancellor & Head Department of Business Studies State University of Bangladesh

Date of Submission: 24/12/2018

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Letter of Transmittal

Date 24.12.2018 Prof. Dr. Md. Anwarul Kabir Pro Vice-chancellor & Head Department of Business Studies State University of Bangladesh

Subject: Submission of internship report on “An Analysis of Marketing Activities of Ispahani Mirzapore Tea” Dear Sir, With great pleasure I hereby submit my internship report on “An Analysis of Marketing Activities of Ispahani Mirzapore Tea” The report has been completed by the knowledge that I gave gathered from the major courses on Marketing which I have completed during my BBA as well as from my internship in Ispahani. I am thankful to all those persons who provided important information and gave valuable advice. I would be greatly obliged if you read the report carefully and I will be trying to answer all the questions that you have about the assignment. I have tried my level best to complete this report meaningfully and correctly, as much as possible. However, if you need any assistance in interpreting this report please contact me without any kind of hesitation. Thanking you.

Sincerely yours, …………………………. ShakilAhamed Sony UG01-38-15-070 38th Batch, BBA Program Department of Business Studies State University of Bangladesh 2|Page

Student Declaration I Shakil Ahamed Sony would like to declare that Internship Report on “An Analysis of Marketing Activities of Ispahani MirzaporeTea” is an original work and it is done by me as part of partial fulfillment of the degree Bachelor of Business Administration (BBA) from State University of Bangladesh.

…………………………. Shakil Ahamed Sony UG01-38-15-070 38th Batch, BBA Program Department of Business Studies State University of Bangladesh

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Table of Content Sl.No.

Particulars

Page No.

Plagiarism Declaration Form

2

II.

Student Declaration

3

III.

Acknowledgement

7

IV.

Executive Summary

8

Chapter:1 INTRODUCTION

9

1.1

Background of the Study

10

1.2

Statement of the Problem

10

1.3

Objectives of the Study

11

1.4

Literature Review

12

1.5

Basic Concepts of Marketing

12

Chapter:2 OVERVIEW OF THE COMPANY

14

2.1

History

15

2.2

Mission

15

2.3

Values

15

2.4

Organizational Chain of Command (Hierarchy for Marketing)

16

2.5

Company Businesses

16

2.6

Trading

17

2.7

Agro

17

2.8

Hospitality and Leisure

17

2.9

Packaging

17

2.10

Energy

17

2.11

Information and Communication Technology (ICT)

17

2.12

Poultry

18

2.13

Foods

18

2.14 2.15

Real Estate Shipping

18 18

2.16 2.17 2.18 2.19

Jute Cotton and Textiles Tea Garden Sales Volume of Ispahani Tea

18 18 19 19

1

2

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2.22

Ispahani’s Competition among Industries

19

2.23

Ispahani Tea Distribution Channel

20

2.24

Product Line in Ispahani Branded Tea

21

2.25

SWOT Analysis

22

Chapter:3 METHODOLOGY

23

3.1

Sampling

24

3.2

Data Collection

24

3.3

Sources of Data

24

3.4

Data Analysis

25

Chapter:4 ANALYSIS AND FINDINGS

26

4.1

Questionnaire Figure 1: Type of Tea that Hot Tea Stall Use

27

4.2

Questionnaire Figure 2: Daily Consumption of Tea (on average)

27

4.3

Questionnaire Figure 3: Attributes Considered in Purchasing Tea

28

4.4

Questionnaire Figure 4: Source of Tea Purchase

29

4.5

Questionnaire Figure 5-8: Brand Awareness, Availability, Preference and Loyalty

29

4.6

Questionnaire Figure 9-10: Satisfaction and Dissatisfaction behind Current Brand

31

3

4

4.7 4.8

Questionnaire Figure 11-13: Brand Duration, Loosing and Switching Reason

32

4.9

Questionnaire Figure 14 A-B: Ispahani Experience and Reason for Not Purchasing Lessons Learnt from Internship Organization

34 34

4.10

Data Coding and Analysis

35

4.11

Promotional Mix

35

4.12

Sales promotion

35

4.13

Advertising

36

4.14

Out of home advertising

36

4.15

Social media

37

4.16

Awards

38

Chapter:5 CONCLUSIONS AND RECOMMENDATIONS

40

Summary of Findings

41

5 5.1

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5.2

Conclusion

41

5.3

Recommendations

41

5.4

Recommendations for Company

42

5.5

Recommendations for Sales People

42

5.6

Recommendations for Tea Stall Owner

43

5.7

References

44

5.8

Appendix

45

5.9

Acronyms

47

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Acknowledgement Firstly, I would like to convey my gratefulness to Almighty Allah who has enabled me to complete my internship report precisely. I express my gratitude to my honorable Supervisor Prof. Dr. Anwarul Kabir Pro Vice-chancellor & Head Department of Business Studies State University of Bangladesh for his guidance and cooperation, which help me greatly to make this report. I will remember his contribution with lots of respect entire my life. Then I convey my thanks to MR. Mahammad Harun, Manager Sales & Distribution for his kindness who actually gave me the opportunity to work in such a reputed business house at reverential department. Here I have learnt many things about research and planning through my internship experience. I express thanks to the Sr. executive Subrate Deb who has helped me lots to conduct survey as well as analyze the data. I have learnt things regarding data assortment from him. Another executive Ms. Abdullahil Mamun also helped me by providing much valuable information to this report. I do recognize her contribution. I also like to thank all the staffs of M. M. Ispahani Limited, Corporate Office, 14/15 Motijheel C/A for their affable hospitality. And finally, I would like to thank all the honorable teachers of Department of Business Studies State University of Bangladesh, I think it is the outcome of their teaching which helped me to think about market research to study and also want to thank my friends for their assistance.

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Executive Summary M.M. Ispahani Limited is a well reputed company in Bangladesh. It is operating businesses since 1820. The company mostly renowned for famous “Isphanni Mirzapore Tea” brand across the country. Now it is alarming for the company in Tea business competitors are capturing the market share position significantly especially in Tea Stall market. For the purpose of knowing the position of Ispahani and competitors a survey has happened to figure out reason behind Ispahani’s failure. According to survey it has found different patterns of information of Tea Stall market scenario to be analyzed. It has been found how much Tea Stalls are using branded Tea, amount of their daily consumption, source of purchasing Tea (Leaf) respectively. This study also shows Tea Stall brand awareness which Tea brand name comes first on their mind and here Ispahani has stood top as expected. In purchasing scenario Ispahani has found also highest brand loyalty percentage among the competitive brands including the duration. The fact is it has lost many of Tea Stall customers due to quality failure, price afford ability etc. Though the brand Ispahani has an intensive distribution network, a significant number of Tea Stall claimed that they are unsatisfied with Ispahani due to unavailability and it forces them to go for another brand. This report suggests a few reason of brand unavailability as recommendation to the company. In loosing customer loyalty segment Ispahani has lost much than the competitors. In Dhaka city Tea Stall market, Seylon (from AbulKhayer Group of Companies) is competing Ispahani most ferociously. A competitively less price than Ispahani makes Seylon more profitable to Tea Stalls. It also found price is not the first concern of that Tea Stalls to consider the attribute of a Tea brand. They mainly go for quality sustainability what kind Tea they are using in the shop. General people do care less about the brand in Tea Stall what brand actually they are drinking and here it totally depends on the Tea Stall Owner. To enhance Tea sales volume the Tea Stalls were asked to say about promotional expectations that they think needed. It found that they want Tea equipment mostly from the Tea manufacturers. They also suggested the reasons behind Ispahani’s failure. According to Tea Stall observation and findings this report tries to recommend some suggestions to face the challenges of competitors by filling the gap what is actually needed by the Tea Stalls.

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Chapter 01 INTRODUCTION

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1.1. Background of the Study Internship is considered as an important experience before having permanent job. To have a BBA degree of Business Administration it is mandatory for doing 12 weeks internship with a precise report as considering 4 credit hours in 12th semester. This report is supposed to submit to State University of Bangladesh under the supervision of a lecturer of Business School State University of Bangladesh. This report is made within the internship period started from October 1th 2018. It is also a great opportunity to work with professionals where I can relate my theoretical knowledge with organizational practices. In my entire bachelor program I did many projects on market based research, social research and few environmental migration researches through a well defined problem and these influenced to involve in researching for Ispahani’s tea market. This is a market research report about market scenario of Ispahani TEA and competitors in Hot Tea Stall (HTS) where I was assigned to learn and assist my organization team in Business Development department (Research and Planning), M. M. Ispahani Limited. The company divides their whole tea market in 26 divisions within 6 categories of selling point (categorized shop) gradually Departmental Store (DS), Stationary (STN), General Store (GS), Confectionary Store (CS), Hotel-Restaurant-Canteen (HORECA), and Hot Tea Stall (HTS). I was assigned in their Analysis of Tea Market Scenario through nationwide survey (according to Ispahani’s Divisional Market).Being influenced by my intern organization, I took Hot Tea Stall market scenario survey in Dhaka city (includes Ispahani’s 6 divisions) as my convenience to work. In this organization I have enjoyed lots to work and to know so many new things for the first time. To work in a sound environment I have gone through other disciplinary works which have enriched my overall organizational experience. Here below I am submitting a report as internship requirement of getting BBA degree that includes an overview of the intern organization and the explanation of the report theme I am supposed to carry out during the internship session.

1.2. Statement of the Problem Tea is a common healthy drink all over the world from the ancient time. People used to drink Tea regularly as their one of daily habits. M. M. Ispahani Limited particularly renowned for their Tea brand throughout the nation. It is running Tea business for many years as a giant market player from the beginning. Ispahani holds 60% of branded Tea and 80% of Tea Bag market share of the industry overall. To do the business the company is facing severe competition by other market players significantly in metropolitan city like Dhaka, Chittagong, Comilla, and Sylhet. The competitive brands are also from country’s reputed group of companies. For that it has been losing its market share in both household and tea stall consumption pattern. 10 | P a g e

Generally a problem refers the distance between expectation and reality. Problem of Ispahani Tea is here losing market share in Hot Tea Stall market significantly in city area. Why Ispahani Tea is not able to have the expected percentage of market share is defined here as a problem. To identify the factors of failure has identified so many problems to be faced. Here the problems those are made me interested to do this report for enquiring the factors behind the market positioning are given below.  

Due to excessive competition Ispahani Tea is losing its market share and here my task is to figure out the key factors of losing and advantages provided by competitors. Having a great brand value here quality failure doesn’t provide it leverage as expected.

Most of the tea in Hot Tea Stall (HTS) drinkers do less care about what brand they are drinking and its totally depends on tea seller willingness.  Though Ispahani follows intensive distribution channel strategy but the loophole weakness in distribution arrangement gives opportunity to competitor’s to have growth etc. and this is one of the major concerns of the company meeting the challenge for capturing that lost market.  Being a reputed Tea brand Ispahani adds a premium price to its product where the competitive brands are sold out through comparatively low price than Ispahani and that makes them competent having increased growth especially for some selective brands like Seylon, Taaza, Tata, Fresh etc. Competitors are booming highly in city area because of consumer awareness and huge tea consumption rate. Generally a city area has a huge number of tea stall then country area and here competitors start first to capture the market rapidly “ http://bbf.digital ” 

1.3. Objectives of the Study This study is basically conducting for the brand positioning of Ispahani Tea and to knowa brief of competitor’s advantage and the strategy they are following. The given objectives are proposed in the conception of this research. The paper aims to clarify the scenario behind Ispahani’s limitation to compete the market (Hot Tea Stall) and needs to be fulfilled to keep sustainability.

Specific objectives proposed in this report materials are explained below: 

To make an overview of overall brand analysis of Ispahani Tea in Dhaka city with an emphasis on the organizational impact.



To present the organizational and necessity of consumer analysis, marketing 11 | P a g e

procedure etc. 

To make a review of the literature related to the functions or activities of marketing communication in general.



To explore the overall significances of marketing (Ispahani’s Brand Awareness).



To make recommendations for building a business friendly environment.

1.4. Literature Review Tea trading considered as one of the oldest industries in South Asia. Several studies are made by the researchers in different perspectives. Here Tea Stall market analysis is much unique than that studies. To figure out the market scenario for Tea Stall market is really rare to find in sources available. Apparently, the study titled “AN EMPERICAL SUDY TO FIND OUT THE OPTIMAL PRICE FOR HOT TEA SHOP CONSUMED TEA AND MEASURING THE VALUE FOR MONEY PERCEPTION (VFM INDEXING) OF MIRZAPORE BOP by Umme Salma, year 2008” matches with Hot Tea Stall market research. The theme of this study is all about price sensitivity for an “Ideal Tea” measured through Value for Money (VFM) Indexing of branded Mirzapore BOP Tea. It shows the psychological gap between value of price and value of brand that finally recommends the price reduction of the brand perceived. This study has contributed in Hot Tea Stall market scenario analysis precisely. The two of studies are also helpful for further research upcoming. In a particular field like Tea marketing much study will enrich the industry competitive.

1.5. Basic Concepts of Marketing Basic concepts of marketing help an employee in the organization to relate easily what market and sales activities company going to perform. From the early production concept business arena has entered into marketing concept through a remarkable evolution to be survived. This makes a company enable to fight with competitive forces using best potential. Here in below some concepts are given as my own understanding how I can relate these terms in real life both theoretically and practically.

Concepts

Meaning

Marketing

It means generating the relationship by understanding, conversing and providing value to its customer. It refers a profitable cycle of revenue earned valued customer by delivering goods and services.

Product

It refers a physical good having the utilization power to meet demand.

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Price

Price is the value exchange of delivered product and service.

Promotion

It is a set of programs that pioneers a product/service or a brand to its potential customer.

Place

It is also called distribution delivering the brand or product or service to its user.

Segmentation

It means separating the customers into different group of customer approaching distinct products or services.

Targeting

It is the procedure of examining individual market segment’s possibility and choosing one or more potential markets to go to serve.

Positioning

It means a set of given values of product or service that is delivered to customer’s mind.

Brand

Brand means an identity of the particular product or service that has lots of follower.

Line Extension It means the application of mother brand to a new brand, product, or service having varieties of flavor, size, element etc. to meet different purposes of that brand.

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Chapter 02 OVERVIEW OF THECOMPANY

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2.1. Introduction: M. M. Ispahani Limited since 1820 (Certification of ISO: 9001) is one of the famous private conglomerate industries in South Asia. Its head office was in Kolkata in 1900 and later in 1947 it moved head office in Chittagong with many corporate offices gradually in Dhaka, Khulna, Sylhet and Tea Estate and production zon...