Assignment on:

Competitors' Analysis Of Salt Industry In

Bangladesh A Study On Molla Salt

STRATEGIC MARKETING
Submitted for:
MD. Mahathy Hassan Jewel

Assistant professor.
Department of Marketing.
Jagannath University.

Submitted by:
Raisul Islam

M1502047002
M15020470
M15020470

Jagannath University
Date of Submission: 27thDecember, 2016

Introduction
Salt is an irreplaceable ingredient in cooking. Therefore, its important to
ensure that the salt we use is not impure or adulterated. Based on this Moto
"Molla & Brothers Co" have first introduced branded salt named "Molla Salt".
Their aim is to touch peoples lives in a way such that they can live better, eat
better and work better. Molla & Brothers Co has invested in very large
scale in vacuum evaporated edible Salt. Molla Super Salt is a trusted
name in the industries of Salt for a long time. The objective of this
study is to analyze the Competior of Molla Super Salt. Descriptive
research is used to conduct this study. This study has been completed by
using primary data and secondary data.
In the analysis part we have
discussed about different promotional strategies of Molla Super Salt. In
findings, it is showed the promotional strategies are so much effective for
Molla Super Salt. Meanwhile suggestions and recommendations were
included in order to eradicate the weaknesses of their department.

Company profile

Molla Salt Ltd.

Address:Molla Salt Industries
Dapa, Fatullah, Narayanganj, Bangladesh
Phone: 9716219, 7119760, 7111050
Established: 1986
Web: www.molla.com.bd
Molla & Brothers Co have introduced first branded salt named
"Molla Salt" and another branded salt with modern evaporation
system named "Molla Super Salt" which is a successful brand in
Bangladesh in premium salt category.
Brand: Molla salt and Molla super salt
Plant capacity: 11000 MT per month
Technology Used: Advanced triple Refined technology
Manpower: 800
Sources of Raw Materials: Locally from Cox's Bazar
Variant: Edible Grade (Kitchen Salt/food Grade Salt)
Customers: Household, Restaurant, Hospital, Institution,
Industry
Vision: We want to be the leader but not to make
money rather to ensure the peoples good health and happy life.
Mission: Our mission is to intensify quality of life
through produce world class product by using state of the art
technology.
Objective: We want to expand distribution network at
every corner of Bangladesh to make the quality product
available at consumers and customers door steps.

Board of Director

About Molla Salt

In 1986 Molla salt have established Molla Salt at Dhapa, Naraynganj with
manual crashing system. This process is also called as traditional or
conventional method of making salt and launched the first branded iodized
salt in Bangladesh.
In November, 2007 Molla Salt established Molla Salt (Triple Refined) Industry
limited at Fotullah, Narayanganj with vacuum evaporation system which is
the most advanced technology in salt processing. And named the brand as
Molla Super Salt which also become a successful brand in Bangladesh in
premium salt category. The entire system from unloading to packing is fully
auto controlled and the purity of product is 98 - 99% which is recognized by
BSTI, BSCIC & UNICEF. It is fully chemical and arsenic free salt which is free
flowing and properly iodized. To ensure the quality, a well-equipped world
standard laboratory is an integral part of the factory where Super Salt is made
and that brings the purest salt of the country to ensure healthy life of the
society.
Quality policy:
Molla salt's mission is to achieve business excellence through quality by
understanding, accepting, meeting and exceeding customer expectations.
MOLLA SALT follows International Standards on Quality Management System
to ensure consistent quality of products and services to achieve customer
satisfaction. Molla salt also meets all national regulatory requirements
relating to its current businesses and ensures that current Good
Manufacturing Practices (cGMP) as recommended by World Health
Organization is followed for its pharmaceutical operations.
The management of molla salt commits itself to quality as the prime
consideration in all its business decisions. All employees of molla salt must

follow documented procedures to ensure compliance with quality standards.

The pool of human resources of the company will be developed to their full
potential and harnessed through regular training and their participation in
seeking continuous improvement of work methods.

Environmental Policy
Enviroment policy:

Molla salt is committed to maintain the harmonious balance of our ecosystem and therefore constantly seeks ways to manufacture and produce
products in an eco-friendly manner so that the balance of nature remains
undisturbed and the environment remains sustainable.

Competitive Arena
Salt provides a different mouth feel, and may change flavor due to its
different rate of dissolution. Virtually everyone likes at least a little salt, so it's
usually quite safe to add at least a little. The food will end up tasting good to
many people, and then some can add more. salt actually affects the cooking
process, not just the flavor. It can help draw moisture out of sweating
vegetables, softening them faster.
Salt is essential ingredient for cooking and also a consumer item that is
widely available and purchased frequently with minimal effort and These
products from the regular purchases for the consumer. Therefore, these are
bought out of habit, without much
thinking.
so,
Fresh
saltwe can say it is a Convenience
ACI Pure
salt
Product. When a consumer has necessitated to purchase salt, he or she will
purchase slat. These are bought out of habit, without much thinking. No
factors can influence the purchase habit of salt. The salt is being consumed
Confidence salt Packet Salt
Loose Salt Molla super salt
Black salt
Nil
Sea
saltthe rich and poorest to the poor. There is no other substitute
by richest
to
Nil
available for the salt. Therefore, in the competitive arena salt do not have any
Budget competition.
Product From competition: Packet Salt

Product category competition: Salt

Generic Competition

Beget competition

Industry Analysis
Salt Industry an industry for producing salt from saline water of the sea in the
coastal areas of Bangladesh specially in Chittagong and Cox's bazar areas.
Salt is produced seasonally from December to mid-May. Recently salt
cultivation has also begun in the coastal belts of Khulna and Satkhira.
Traditionally, salt was manufactured by vaporizing seawater by fire heat or
sunlight. Production of salt in solar method depends completely on nature. If
the climate is conducive the production target can be achieved.
The Bangladesh Small and Cottage Industries Corporation (BSCIC) is a
government-owned corporation working to improve, promote and support salt
industry. When salt iodization was introduced in the early nineties and made
mandatory in Bangladesh, it was a natural fit to make BSCIC the focal point
for iodization efforts, as much of the salt industry was made up of small
harvesters and refineries.
From 2000-2001 salt was produced in a different way known popularly called
polythene process, in which salt production per acre is much higher than old
method. In traditional method, per acre production of was 17.25 m ton, while
in the new method per acre production of salt has been 21 m ton. and
furthermore, production per acre and the quality of salt has been very
standard. Moreover the market price of this salt produced in new method is
double. In 2006-2007 the project was included in the revenue budget with its
centres at 7 thanas of Cox's bazar district.

Salt is contributing about 120 million taka in the national economy every
year. One to 1.5 million people of coastal belt is depend economically and
socially on salt cultivation. Production of salt in solar method depends
completely on nature. If the climate is conducive the production target can be
achieved.

Market Demand

Demand
20
15
10
5
0

With the increase of population, cattle heads, and growers of industries, the
demand of salt is also rising. Every Year demand of salt is increasing at a rate
of 4.05%

Production Capacity

Production
18

16

14

12

10

In 2009-10, salt production was 17 metric tons against the target of 13.3
metrictons. To meet the growing demand of salt and to achieve selfsufficiency in salt production the growth of salt industry is increasing with a
rate of 7%.

Industry size

Industry size represents the number of individuals in a certain market who are
potential buyers and/or sellers of a product or service. Companies are
interested in knowing the market size before launching a new product or
service in an area. There are 31 salt production and refinery mills in
Bangladesh.
1.
2.
3.
4.
5.
6.
7.
8.

ACI Salt Limited

Molla Salt Industries
A.K Salt Industry
BRAC Salt Industries
Capri Salt Mills
Confidence Salt Ltd.
Comilla Salt Industries
Globe Salt Industries
Ltd.
9. Green Bengal Salt
10. Habib Salt Industries
11. Islam Salt Industries

12. Jalalabad Salt Industries

13. Krishibid Salt Limited
14. Khulna Salt Mill
15. Madhumati Salt Industries
(Pvt.) Ltd.
16. Meghna Salt Ind. (Pvt) Ltd
17. KamrangircharLalbagh
18. Modhumati Salt Industries
Ltd.
19. M. M. Salt Industries Ltd
20. Munsiganj Salt Mill
21. Narayangonj Salt Mills
22. Nazma Salt Ind.

23. Pubali Salt Industries

24. Sikder Salt Industries
Ltd.
25. Shapla Salt Ltd
26. Sundarban Salt
27. Sunflower Salt
Industries
28. Surabhi Salt lodation
Plant
29. Titanic Salt Industries
30. United Salt Industries
Ltd,
31. Uttara
LobonKarkhana

Typical marketing practice

The channel of distribution plays an important role for the companies

that are operating their business in the edible salt market because
people will buy only that product which will be available at the purchase
outlet. The level of brand switching is high here. Thus, channel of
distribution plays an important role for effective reach to the end
consumer.
Most companies are using of good packaging. Great packaging is
especially significant for growing startups because it can have a direct
impact on sales and a company's overall appeal.
Sales promotion provides short-term incentives to encourage purchase.
All tools of promotion, advertising strategies are adopted by all leading
company.

PEST analysis of Salt Industry

Political

Government has imposed a ban on non-iodized salt that means more

market for the iodized salt in the edible salt segment.
BSCIC controls leasing of all Government land for salt manufacture
along with planning the production targets.
BSCIC also supervises equitable distribution, monitors quality and
prices, ensures maintenance of standards and improvements quality
and promotes technological developments along with training of
personnel.

Economic Factor

The annual increase in overall demand for the commodity.

Socio-cultural factor

Iodine deficiency is the single most important cause of preventable

brain damage and mental retardation, most of the damage occurring
before birth.
It also significantly raises the risk of stillbirth and
miscarriage for pregnant women. The successful global campaign to
iodize all edible salt is reducing the risk associated with this deficiency.
The salt is being consumed by richest to the rich and poorest to the
poor, so the Government maintains the affordability of the price.

Technological Factor

Companies are using the latest technology day by day to increase the
production of the salt.

Industry SWOT
SWOT is a study to undertaken by an organization to identify strengths and
weaknesses, as well as its external opportunities and threats of its own or
industry.
It helps the firm focus on strengths, minimize threats, and take the greatest
possible advantage of opportunities available to itself.

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Competitive Force Analysis
According to this model the competition in an industry goes well beyond the
established players. Through this five-force model the different companies are
able to source the different competitive pressure that highlights the critical
strengths and weakness of the company, which will help the company to
know its position in the market, and able to highlight the areas where industry
trends promise to hold the greatest significance as either opportunity or
threats. Here the primary focus will be on the strategy of the individual

industry. Following are some aspect, which are cover for the purpose of fiveforce model of the salt industry.
Com petiti
ve revelry

Bargaining
pow er of
supplier

The producers are not thinking

about the salt substitute.
Threat of substitute

required not m uch of the initial cost

as the raw m aterial
labor forces are easily available
The cost of entry is negligible
Threat of new entry

Industry com prises of big as w ell as

m any local players.
Low switching cost.
Bargaining pow er of buyer
Custom ers are low price sensitive.

1.Threat of new entry

Thecan
of
is negligible.
If thetoof
person
hasisthe
capital and
from where
he
toentry
the
standard
according
set
the
by them
with
respect
the
iodization.
cost
License
Fees:
The
cost
entry
negligible.
If salt
thefield
person
has the

capital and salt field from where he can produce the salt in a large
quantity, the person can start the business. However according to the
role of Government, every company in this industry has to produce the

edible salt according the standard set by them with respect to the
iodization.

Minimum set up cost: The company required not much of the initial
cost as the raw material and the labor forces are easily available. The
company has just the cost of establishing the plant.

2.Threat of substitute
The salt is consumed by the richest to rich and poorest to the poor and salt is
the commodity, which is required the most. For the purpose of health
consciousness, salt is the best way to maintain the level of iodine in the body.
There is no substitute available for the salt and still there is no research is on for
the finding of the substitute. The salt is available in a huge quantity whenever
and wherever required. Thus, there is no problem of availability of the salt at
any point of time that will make the producers not to think about the salt
substitute. Thus, as there is no threat of the substitute; the industry rivals will
be able to concentrate on other things rather than giving time on thinking
about the salt substitute. However, there are companies who are thinking about
introducing the edible salt in a tablet form. Thus, there is a substitute for the
packaging but not for the commodity itself.

3.Bargaining power of buyer

Because of the availability of different brands of edible salt, a very small
income and low consumer involvement require for the purchase of edible salt
results in a very little cost for buyers on to other players.
Low switching cost.
Industry comprises of big as well as many local players.
Customers are low price sensitive.

4.Bargaining power of supplier

The suppliers of the salt industry cannot able to increase the price of
commodity because of the huge stock available in the market that means the
importance of the commodity is not very much high to the customers and it is
the low involvement product which is not required much of the interest of the
customers to buy the product. Thus, whichever company will try to increase the
price of the commodity will lose the market drastically and not been able to
achieve the growth as expected by the company. Thus, the bargain power of
the supplier is not very influencing as compare to the bargaining power of the
buyer. The only advantage to the suppliers is the non-availability of the
substitute product, which makes the customers to remain with the same
commodity.

5.Competitive revelry
Current annual consumption of salt is 14.50 lakh tonnes, according to
Bangladesh Small and Cottage Industries Corporation.ACI Salt Ltd is the
market leader with sales of 13,500 tonnes of salt a month and the company
has almost doubled the number of distributors to 700 from 400 earlier. Market
follower Meghna's (Fresh salt) refinery has a monthly production capacity of
10,000 tonnes and with its strategy of competitive pricing, the company has
the potential to become a significant player in the industry. Confidence salt has
a monthly production capacity of 7,000 tonnes. All competitors have
increased their capacity considering consumers' growing shift to dirt-free and
iodized salt. They also give a boost to the brand image of their salt by
reaching more people and acquiring more market share. The above brands are
positioned on the health platform, and are priced at a significant premium to
normal salt brands. Besides there are a large number of other local/regional
brands in refined and iodized salt.

Key competitor Analysis

Key Players (competitors) in the
Market The industry has a few
Major players and numerous local
players. The major players include
ACI Salt, Molla salt, fresh salt,
Confident salt. Among these, the
leading player is ACI Salt with
about 20% market share in the
branded salt market.
Based on the market share the key
competitor of Molla salt as follows:

Market share
20%

AC

37%

Fr

C
18%

10%

ACI Pure salt

Fresh salt
Confidence

Profile of Key competitors' profile

ACI Salt Limited (A Sister Concern of ACI Group)

Address:ACI Centre,245, Tejgaon Industrial Area
Dhaka-1208, Bangladesh
Tel: +88-02-9885694
Established: 2005
ACI Limited, one of the leading conglomerates of the country,
decided to offer the consumers a finest quality edible salt
equivalent to any international brand. ACI Limited launched
ACI PURE Salt as this would contribute to enrich the quality of
life of people which is an integral part of ACI's corporate
mission.
Brand: ACI pure salt
Plant capacity: 13500 MT per month
Technology Used: the true Cutting Edge Technology of
Switzerland, the most modern vacuum evaporation system
Manpower: 900
Sources of Raw Materials: Locally From Cox's Bazar

15%

Variant: Edible Grade (Kitchen Salt/food Grade Salt) And

Industrial Grade Salt
Customers: Household, Restaurant, Hospital, Institution,
Industry

Sonargaon Salt Industries Limited

Address: Fresh Villa
House # 15, Road # 34
Gulshan-1, Dhaka-1212, Bangladesh
Established: 2009
Fresh Super Premium Salt is produced by using the
combination of Switzerlands World Latest Technology and
Vacuum Evaporation System which can remove all impurities
and ensures a natural balance of all minerals like Sodium
Chloride, Iodine, Calcium and Magnesium.
Brand: Fresh Super Premium Salt
Plant capacity: 10000 MT per month
Technology Used: Multistage Clarification & 4 Stage Recrystallization & Evaporation Plant from Evatherm Ag,
Switzerland
Manpower: 750
Sources of Raw Materials: Locally From Cox's Bazar
Variant: Edible Grade (Kitchen Salt/food Grade Salt) And
Industrial Grade Salt
Customers: Household, Restaurant, Hospital, Institution,
Industry

CONFIDENCE
Confidence Salt Ltd.
Address: West Gomdandi, Boalkhali,
Chittagong, Bangladesh
Tel: 031-657082, 031-650772
Established: 2009
Confidence Salt Ltd is the first vacuum evaporation plant in

Bangladesh in the field of edible and industrial salt. After

launching it made revolution in the salt sector. The 100% pure
and brilliant white international quality salt completely turn
around the mind set up of consumer from traditional salt.
Brand: Confidence salt
Plant capacity: 6000 MT per month
Technology Used: Machinery sourced from Switzerland and
Germany
Manpower: 500
Sources of Raw Materials: Locally from Cox's Bazar
Variant: Edible Grade (Kitchen Salt/food Grade Salt) And
Industrial Grade Salt
Customers: Household, Restaurant, Hospital, Institution,
Industry

Evaluating the competitors Strengths and weakness:

ACI pure
salt

Product

Price

ACI vacuum salt

1kg
packet
38.00

TK.

135 gm
15.00

jar

TK.

300 gm
20.00

jar

TK.

ACI salt table jar

Fresh
salt

Fresh Super Premium

Salt

1kg
packet
35.00

TK.

Confiden
ce
salt

Confidence Iodized
Vacuum Salt

1kg
packet
25.00

TK.

Strength
More Customer focused.
More response to market
need.
Highly
visible
top
management.
Strategic pricing
Use of latest technology
Good
relationship
with
suppliers
High
capacity
of
production
Rapidly increasing market
share
Flexibility
Low Bureaucracy
Innovativeness
Old technology
Formal
environment

Weakness
Less flexibility
Price
war
with
another
competitor
High supplier dependent

Flexibility
High supplier dependent
Followership strategy

Poor access to finance

working Lack of skill
Losing market share
Less strategic thinking
Less strategic Planning
Lower standardization

Object 7

Anticipating Competitors' Actions

Estimating Competitors' Future Strategies:
Product
With increasing awareness about iodized salt leading to health benefits to
the consumer, Bangladeshi salt industry is challenged with meeting the
demand of iodized salt to the country. Bangladeshi salt market consumes
many other varieties of edible salt including Iron Fortified Salt, Double
Fortified Salt and Low sodium salt. So, companies will come up with varieties
of edible salt in near future.
Place
ACI Salt Ltd has almost doubled the number of distributors to 700 from 400
earlier. Salt is demanded domestically for both home usage as well as
industrial purposes. With incenses of demand competitor will enlarge their
distribution channel.
Pricing strategy
With varieties of edible salt, competitors could targeted at the healthconscious, well-to-do population. Hence, it was positioned as a brand of salt
that these people could purchase. This led it to be priced at almost one and a
half times that of the regular salt.
Promotion
Major players in the industry launched salt as a pure salt initially, in which
aspect; ACI salt emerged as the leader. Later in 1997, with increasing
attention being focused on iodine deficiency and iodization of salt, salt
companies promoted their product as iodized salt which promised to benefit
people in terms of health. Further, salt has also been marketed as the
whitest, cleanest and most evenly sized salt in the market. Many players
marketed their product as the iodized salt with a stable iodine technology
which helped in limiting the iodine lost in storage, transportation and cooking
methods. Yet another way of promoting salt has been introduction of lowsodium salt for people with high blood pressures. Further, marketers have
also promoted salt as a motivator for young mothers by promising dreams of
bright and healthy children.

Identifying New Competitors

Pran Group
Address: PRAN-RFL Center,
105,Progoti Sarani
Middle Badda
Dhaka 1212, Bangladesh
Established:1981
PRAN is currently one of the most admired food & beverages brands among the
millions of people of Bangladesh and other 106 countries of the world
where PRAN Products are regularly being exported. All the PRAN products are
produced as per international standards maintaining highest level of quality at
every stage of its production process. PRAN is currently producing more than 200
food products under 10 different categories.
INDUSTRY: Food Processing
Manpower: 52,000
Customers: Household, Restaurant, Institution, Industry.

PRAN takes a comprehensive approach to all kinds of agro processed food

products, considering all of the ways their lives can be enriched through
ensuring hygienic and quality food products. PRAN have Skilled and
experienced personnel select finished products which are then examined in a
laboratory to verify their quality and check for residual substances both
before and after the production process.
There is no major market barriers in salt industry. The cost of entry is negligible
and the company required not much of the initial cost as the raw material and
the labor forces are easily available. If any firm has the capital and salt field
from where it can produce the salt in a large quantity, the firm can start the
business. PRAN has the capability to produce a similar product, in the same
geographic area. it has huge financial resource and they are producing all kind
of consumer product so, in near future PRAN can be the potential competitor in
salt industry.

Segmentation and targeting of Molla salt

Molla salt came up with many demographic and psychographic criteria to segment
its customers and target them in the first phase of roll out.

Health-conscious people

Well-educated people

Upper- upper

upper- middle

Middle class

People who did not mind paying a little extra money in the short term to gain
long term health benefits

Positioning
Having been the most successful branded salt player in the industry for more than
two decades, Molla had the expertise to position all its products well.
n 2006, when Tata launched 'Molla super salt', it perfectly knew what it was doing.
The segmentation and targeting were spot on, thus making the positioning of the
product spot on.
Exactly as per its plans, people who came under the above-mentioned criteria had
immediate access to the product, while people in other cities aspired to consume it.
This kind of a positioning strategy helped 'Molla super salt' to be seen as a utility
product, but also one with an inspirational value, and grow itself.
Repositioning /Rebranding
In 1995 Molla Salt was started branding their business with Molla Salt, and they
marketed Iodized and packet salt, on that time they gained huge response from

their customers and also market share. In 2000 Molla salt lose their market share,
on that time Modhumoti salt covered Mollas market share, that is why they gone
slow on that time. In 2008 Molla salt had redesigned their strategy, change their
packaging and develops another new brand, which is named Molla Super Salt. With
the Molla Super Salt, Molla Super Salt has gained the market shares again.

Change in Logo

Change in Packaging approach

Marketing Mix of Molla Salt

Product:
The company manufacture Iodized Vacuum salt, which is manufactured
through a technologically advanced production process by evaporating sea
brine in steam-heated vacuum evaporators, is almost completely free from
extraneous matter and reaches consumers in the purest possible form. Tata
Salt has a fine crystalline structure and dissolves very quickly.
Health Issues:
"Molla Super Salt" is Chemical and Arsenic free. Also, protects from the
diseases like frustration, depression, mental retardation, poor perception
levels, goiter, abnormal weight gain, decreased fertility, coarse skin, chances
of still birth in expectant mothers, constipation and fatigue due to perfect
mixing of Iodine.
Packaging:
"Molla Super Salt" is available for consumers in 2 attractive Convenient
(polythene bags) Pack Sizes as follows: Molla Super Salt and Molla (normal)
salt.

C
p
u
S
s
n
o
li
r
e
m
Molla Super Salt

Molla (normal) salt

Price

Molla salt follows Competitive Pricing strategy.' Molla salt sets the price of
their product based on what the competition is charging.
Molla Super Salt 1kg TK.38
Molla Super Salt
TK.20
500g
Molla Salt 1kg
TK.30
Molla salt 500kg
Tk.18

Place

Promotion

Promotion has been defined as the coordination of all seller-initiated efforts

to set up channels of information and persuasion in order to sell goods and
services or promote an idea. While implicit communication occurs through
the various elements of the marketing mix, most of an organizations
communications with the marketplace take place as part of a carefully
planned and controlled promotional program. The basic tools used to
accomplish an organizations communication objectives are often referred to
as the promotional mix. Traditionally the promotional mix has included four
elements: Advertising, Sales promotion, Publicity/Public relations, and
Personal selling. Each element of the promotional mix is viewed as an
integrated marketing communications tool that plays a distinctive role in an
IMC program. Each may take on a variety of forms and each has certain
advantages.
Molla salt ltd used certain types of promotional mix for its consumer brand
(Molla salt).
Advertising: Advertising is defined as any paid form of non-personal
communication about an organization, product, service, or idea by an
identified sponsor. Mainly, Molla salt uses a few numbers of non- personal
components like, TVC, Newspapers. It is the best known and most widely
discussed form of promotion, probably because of its pervasiveness. It is
also a very important promotional tool, particularly for Molla salt companies
whose products are targeted at mass consumer markets. Furthermore, it is
the most cost effective way to reach large numbers of consumers.
Sales promotion: Sales promotion is generally defined as those marketing
activities that provide extra value or incentives to the sales force, the
distributor, or the ultimate consumer and can stimulate immediate sales.
Sales promotion is generally broken into two major categories: Consumer
oriented & Trade oriented activities. Molla salt mainly uses Trade oriented
sales promotion which is targeted toward marketing intermediaries such as
wholesalers, distributors, and retailer. Promotional and Merchandising
allowances, price deals, sales contests and trade shows are some of the
promotional tools used to encourage the trade to stock and promote a
companys product.
Customer Relationship Management: The salt enhances and
accentuates the flavour of vegetables and meat to add taste. Additionally, as

a carrier of the essential nutrient iodine, the Molla super salt supports
Bangladesh's public health campaign against iodine-deficiency disorders.

SWOT analysis of Molla salt

Strength:

Their management is good. They make all the decision timely find the
solution about the problem
Affordable price, higher quality, large sales of promotional activities, own
transportation service.
Provide greater margin for the wholesaler & retailer.
Very good and strong relationship marketing.
Very good marketing inside & outside of the company.
Qualified employees are available hare.
Capable to quick action taken.
Huge number of employees for marketing.

The format of packaging is so much attractive

Weakness:

Company has no training department when the new employee or officer

come to the work in their company they feel very much pressure about the
work they cannot easily understand the work.
Molla Salt Companys management stuff cannot take the decision
independently. All the matter controlled by the owner of the organization.
Molla salt Company has no separate human resource department. All the
departments are together so it is tough to identify which one is which
department.
Lack of participation in publicly e.g. Bill Board.
Lack of motivation program for the employees.

Opportunity:

Molla Company has planned marketing strategy to enter the new market by
competitive price.
Very good demand in super shop.
Molla Company creates an image to the customers.
Molla Company can use modern technology.

Threats:

Competitor & their destructive marketing.

Prolonged decision-making.
Many new companies are entering in the salt market.

Findings

Trade offer is effective to increase the sales volume of Molla super salt.
Competitors are abrasive to increase there market share.
Advertising in the main part of promotional strategy to increase the
brand demand of this brand.
The customers are so much attractive on billboard presentation.
The Advertising of Molla super salt has a good performance.
Most of the consumers support that TV media and outdoor media is
most necessary way to promote this product.

Recommendation
We would recommend some of the aspects in the management practices for
the betterment of the company. This would be my own personal view. There
are:

Trade offer will be so much effective to increase the sales volume.

Typically need to focus on increasing production volume rather than on
improving product features to boost profits.
Molla Salt Company appointing more efficient employees in the
marketing department of expending the present sales.
More emphasize in promotional mix such as advertisement, personal
selling, sales promotion, public relation & direct marketing to transfer
the prospective customers actual customer.
Arranging employees training program regularly and to train the
employees face the current market situation.
Regular performance evaluation of the employees for increases their
effectiveness.
Molla Salt Company authority does not give more concentration of
their employees face the current market situation.
All information about Molla salt should be available in online.

Conclusion
Molla Salt Company is an established salt company in Bangladesh. At present
this company plays an important role in producing and marketing refined salt
in the country. Molla Salt Company has become popular with the consumers
by playing pioneering role in marketing iodine mixed super refined salt.
Marketing of salt has become very competitive despite that this company is
facing the challenges very well.