United International University

Project Report

On

“Digital Marketing Mix”

Submitted to:

Mr.Sarker Rafij Ahmed Ratan

Assistant Professor

School of Business & Economics

United International University, Bangladesh.

Submitted by:

Kazi Jahidul Islam

ID: 111 132 096

BBA (Marketing)

Date of Submission: 08-07-18

 Authorization Letter

Date- 8th July, 2018

Mr.Sarker Rafij Ahmed Ratan

Assistant Professor

School of Business & Economics

United International University, Bangladesh.

Sub: Permission for authorizing a project on “Digital Marketing Mix”

Dear Sir,

I am pleased to do my project on “Digital Marketing Mix’’ with the supervision of you and
want to complete the task successfully according to your guidance.

Therefore I will be glad if you give me the permission of doing my task and oblige thereby.

Yours sincerely

Kazi Jahidul Islam

ID: 111 132 096

BBA (Marketing)
 Acknowledgement

Firstly I would like to acknowledge Allah for giving me sound health and mind to complete this
report under extreme work pressure.

Secondly I would like to express my sincere gratitude to my mentor, S. M. Asif-Ur-Rahman for

giving me the opportunity to prepare the report on digital marketing mix. His guidance helped
me in initiating this internship and completion of the report. His patience, motivation,
enthusiasm, scholarly inputs immense knowledge guided me towards this professional life.

Lastly, I would like to give special thanks and greetings to my fellow BBA students and
colleagues for giving me some required information, valuable advices and suggestions to
complete the report in a comprehensive manner. I thank them all from the core of my heart.

Declaration by the student

I do hereby declare that the project report titled “Digital Marketing Mix” Submitted in partial
fulfillment of the requirement for the degree Bachelor of business administration (BBA)

I also declare that this paper is my original work and not submitted for the aware of any other
degree, diploma and similar title or prizes.

Kazi Jahidul Islam

 iv

Transmittal Letter
8th July, 2018

Mr.Sarker Rafij Ahmed Ratan

Assistant Professor

School of Business & Economics

United International University, Bangladesh

Subject: Project Report on- Digital Marketing Mix.

Dear Sir,

With due respect, as a student of United International University, Bangladesh, I have prepared
my project report on ''Digital Marketing Mix''.

I have tried my level best to follow your guidelines in every aspect of planning of this report. I
have also collected what I believe to be the important information to make this report specific
and accurate as possible. I am honestly thankful for your guidance during the preparation of this
making of the report. I hope you will appreciate my effort. I have done the study in a complete
form and I have tried my level best conduct this in a professional manner.

It is true that, it could have been in a better way if there were no limitations. I hope you will
assess my report considering the limitations of the study.

Yours sincerely

Signature

Kazi Jahidul Islam

ID: 111 132 096

 v

Table of Contents

Contents
Transmittal Letter........................................................................................................................... iv

Executive Summary ....................................................................................................................... vi

INTRODUCTION .......................................................................................................................... 1

Digital Marketing Mix .................................................................................................................... 5

Marketing Mix 4c's : ....................................................................................................................... 9

Findings and Analysis: .................................................................................................................. 10

Suggestion and Recommendation ................................................................................................. 17

Conclusion .................................................................................................................................... 17

References : ................................................................................................................................... 17

Questionnaire: ............................................................................................................................... 18

Glossary: ....................................................................................................................................... 20
 vi

Executive Summary
This report covers a brief understanding over the digital marketing mix. This report mainly
focuses on the digital marketing mix of the different renowned companies of this country and the
world. The marketing mix is a business tool used in marketing and by the marketers. It is often
crucial when determining a price product promotion and place. So throughout this report I tried
to understand how the companies which are operating with the marketing mix are working and
running their business successfully.

This report briefly covers a holistic idea about many well renowned global/local companies, their
techniques of using digital marketing mix. This report focuses on the definition of the digital
marketing mix, how it can be applied and so on. This report covers a history of some familiar
companies and their successes by using digital marketing mix successfully.
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CHAPTER 1

INTRODUCTION

Introduction: The digital marketing mix is an essential marketing tool based on which a
company's success is mostly related. It is combination of 4p that means Product, Price, Place and
Promotion; and three more factors also include in one can also like People, Process and Physical
evidence. In this whole report we will see how various well renowned organizations of the world
have successfully used the term digital marketing mix and how they have achieved their success
by using the tool digital marketing mix.

1.1 Origin of the Report

I am currently working with this report (Digital Marketing Mix) and trying to express my own
ideas and thinking about digital marketing mix based on the guidance of my honorable
supervisor, different articles, journal and my own thought.

1.2 Background

There are many local and international companies in Bangladesh. These companies have been
running their business successfully by using proper digital marketing mix. These companies have
been promised to deliver best services to the customer according to the needs and wants of the
customer. As different customers have different types of needs, these companies are trying to
fulfill all the demands of the customers by using digital marketing mix effectively.

1.3 Literature review

Marketing: Marketing is a very important activity for the organization. In marketing a lot of sub
activities are performed. Marketing includes the activities like identification of demand, research, market
segmentation, product development, launching of products, modification of products, deletion of
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products, product design, pricing, different types of pricing, promotion of products and services, sales
promotion, personal selling, publicity, public relations etc.

Elements of Digital Marketing Mix: Digital marketing mix is essential term of the marketing
which refers the combination of the marketing tools such as Product, Price, Place and Promotion
with people, process and physical evidence. And these are described in details throughout the
report.

1.4 Purpose of the study

This report will provide the holistic idea about the digital marketing mix tools and the examples
of the renowned companies like Apple, Coca-Cola, PRAN RFL and so on and about their
success by using the tools effectively. It will provide the ideas about digital marketing mix, how
it can be applied or managed and how all the tools can be used combinely in an organization to
get a better success.

1.5 Scope of the Study

The Scope of this report is to cognate internship purpose. The internship objective was to gather
practical knowledge and experience by completing this report through the discussion with
expressing the ideas and thoughts. With the Kind advice of the internship supervisor, my soul
dedication, this report comprises of the organization part and a project part.

1.6 limitations

Almost all the companies here operate their business on a global stage and some are in local. All
these are very compliant company and there are many confidentiality issues over using its
internal documentation and information due to legal restrictions. So, it was very hard to gather
information to make this report more comprehensive.

1.7 Methodology

The report is mainly based from the knowledge of digital marketing mix tools. So major part of the report
represents the knowledge, findings and analysis. Some information about the companies and its
 3

applications have been taken from the brochures and previous reports and journals.

1.7.1 Research type

This research is basically based on an internship/thesis report. According to the guidance of my

supervisor I have tried to complete this research successfully.

1.7.2 Data type

In this whole report both the primary and secondary data have been included. I have gathered
information through internet, websites of the company, relatives who are working with some of
these companies etc.

1.7.3 Sample size

The Sample size of this report is 16. I have researched with 16 local and international companies
throughout the whole report.

1.8 Sampling technique

There are two main methods used in every survey research are probability sampling and non-
probability sampling. As in this report I have selected random sample and each of the companies
have equal chance to be selected so this is a probability sampling technique.

1.9 Sources of Data collection:

1.9.1 Primary Sources:

Primary data collection for my report was done through discussion with my honorable
supervisor. We discussed the topic of this report solely and tried to clear all the problems and
solutions through discussion

1.9.2 Secondary Sources:

1. Published articles

2. Journal
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3. Websites

1.10 Data collection method

To complete the whole report some of the data collection methods have been used such as
questionnaire and surveys, observations, oral history, case studies, documents and records.

1.11 Data analysis method

This research is based on quantitative research method. Quantitative data collection methods
include various forms of surveys – online surveys, paper surveys, mobile surveys and kiosk
surveys, face-to-face interviews, telephone interviews, longitudinal studies, website interceptors
etc. some of which have been done for making this report.

1.11 Data presentation method

 Focused the article on the important variables and topics.

 Arranged ideas in a logical order and in order of relevance or importance. Used headings,
subheadings and sidebars to strengthen the article.

 Kept the language as simple as the subject permits.

 Included information about the data sources used and any shortcomings in the data that
may have affected the analysis.

 Ensured that all references are accurate, consistent and are referenced in the text.

 Ensured the intentions stated in the introduction are fulfilled by the rest of the article and
the conclusions are consistent with the evidence.
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CHAPTER 2
Digital Marketing Mix
Digital marketing mix : Digital marketing mix is essential term of the marketing which refers
the combination of the marketing tools such as Product, Price, Place and Promotion. This
marketing tools can be used broadly by any organizations in order to strengthen and solidify a
product’s brand and to help sell the product or service. There are 3 other tools which can be
added to solidify the combination of the previous 4 tools for the success of the organization.
These are People, Process and Physical evidence. An organization has to come up with all these
strategies to sell it's product and service more effectively. The term marketing mix was emerged
in the late 1940s by the marketer E. Jerome McCarthy. He defined the first theories of marketing
mixes.
 6

Now let's come up with definition of these marketing mix tools in short.

Product : A company's product refers to which types of product it considers, what is the
product's life cycle or what are the product mixes it consists. It is usually how a company
develops its product. A product can be three types. Such as-
1. Core Product
2. Actual Product and
3. Augmented Product
Core product refers to a product which in not physically tangible and it can't be touched.
 7

Actual product is a product which is the physical product and it is a complete tangible product.
Augmented product refers to the non physical part of the product. It is consists of lots of added
value.

Price : Pricing is one of the most essential tools of marketing mix which refers to a company
has to identify the perceived value of its product and has to adjust it's price according to the
perceived value of the product to fit its target market. Pricing strategies can be basically 4 types.
These are-

1. Economy Pricing

2. Market Penetration Pricing

3. Price Skimming and

4. Premium Pricing

Economy Pricing : It is a very popular and widely used pricing strategy. Basically businesses
like generic food suppliers and discount retailers use this strategy to attract the most price
conscious customers.
Market Penetration : This is a suitable pricing strategy for a new company by offering product
and services at a lower cost just to draw the attention of the customers away from their
competitors. Basically a company uses this pricing technique just to increase its market share at
the primary stage. Once the market share has been captured then the company may increase the
 8

product price.
Price Skimming : If a firm follows this pricing strategy it will help the firm to increase the sales
of new products and services. In this pricing strategy a firm has to fix high price at the primary
level. Then after certain period the firm lowers prices gradually as competitor goods appear on
the market.
Premium Pricing : Premium pricing strategy is a strategy which refers to fix the high price of
the product by a firm than the competitors. It is possible only when there is something unique
and interesting features of the new product. Otherwise it will be very challenging for a firm to
capture the market share at a very high price at the initial stage of the new product.

Place : Marketing mix tools place refers to the destination where the product will be properly
distributed and be available in a convenient location at the right time. It means whether the
product is available for the customer at the right location and at the right time. When a customer
visits a shop just to buy the product, is the product is available to deliver the customer without
any issue, confirmation of this is called place. From this we can say that placing is such an
essential factor for a company to consider.
There are two channels of distribution available for a firm. These are-
1. Direct distribution and
2. Indirect distribution
Direct Distribution : Direct distribution refers to supply the product from production to
customer without the use of wholesalers and retailers. A firm will directly sell its product to the
customer and there won't exist any intermediaries. It can be through direct mail, a catalog of its
own products, or its own ecommerce site.
Indirect Distribution : Indirect distribution is a strategy which is a chain of intermediaries
through which a product moves to the customer via distributors to wholesalers and then retail
stores.

Promotion : Without promotion a firm can't proceed to its destination. Promotion is the
combination of all these activities that help a firm to communicate with the customer about the
benefits and features available to its products and services. Without promotion it is almost
impossible for a firm to reach it's customers.
Five most important promotional tools involves-
1. Advertising
2. Public relations or publicity
3. Sales promotion
4. Direct marketing
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5. Personal selling

People : People, one of the most essential marketing tools. It includes everyone who is
involved in the product or service whether directly or indirectly. People who play their own roles
in the in the production, marketing, distribution, and delivery of the products and services to the
customers. This aspect refers to those who are involved in the firm to design, develop and
manufacture the product. Without people it not possible to make other tools successful.

Process : Process refers to the process and methods of providing a service. The method of
handling sales, processing of orders and after-sale service is important elements of marketing
mix tools. This knowledge is required for a firm so that customers get the best services by the
firm.

Physical Evidence : Physical evidence is the last element of the digital marketing mix
tools. According to Booms and Bitner 'The environment in which the service is delivered and
where the firm and customer interact, and any tangible components that facilitate performance or
communication of the service’. Retail premises, bank branches, restaurants, or hotel premises
would be good examples of this.

Marketing Mix 4c's : Marketing mix 4c's includes-

1. Customer Value
2. Cost
3. Convenience
4. Communication

Customer Value : In this high competitive business world a firm has to consider the issue
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customer value most importantly. A product can't create it's own demand to the customer. It
should be designed and developed according to the demand of the customer. If a firm doesn't
able to understand what a consumer wants, then it will surely fail to capture the market share. So
it is important for a firm to understand the demand and wants of a customer.
Cost : A customer always wants a product with a least price. But in some cases there are some
customers who are willingly ready to pay high price for a product based on the benefits and
unique features of the product. After all a product's price needs to be fixed in an affordable point
so that the firm can easily reach to its target customers.
Convenience : In these days, customers decide in favor of buying based on convenience. And
from this perspective every firm is trying to reach the customers through online presence also.
Convenience is the way how a firm makes its product available to the customers with easy
,unique, simple and fast way. It requires the simplicity in the firm's process and needs to be fast
and smooth in terms of providing service.
Communication : The final element of marketing mix 4c's is communication. In this stage a
firm tries to communicate with the customers about the product's features and benefits. In this
stage a firm tries to reach the customer and build a relationship with them. Whatever it is just a
policy to capture or attract the possible customers and inform them about the firm's business and
it's products.

Findings and Analysis:

Company Name Product Price Place Promotion

Bata   
Danish   
Cosco  
Aquafina  
Xiaomi  
Oppo   
Kinley  
Apple  
Walton  
B&H   
Lux  
Dove    
Yellow   
Coca Cola   
RFL Plastic    
Tibet Snow  

Let's discuss the findings of all these company's marketing mix policies .
 11

Bata : Bata is a renown leading footwear brand in Bangladesh which has been running it's
business successfully since 1980s.
Product : This company is much more careful about it's product. It's design, quality, durability
everything is so nicely done for the customers so that now they are the market leader in this
country.
Price : They always demand high prices than the other local brand shoes because of their quality
and design.
Place : Their distribution strategy is perfect throughout the country. There are so many retailers
and wholesalers of them throughout the country . Not only in the urban area but also in the rural
area. So it can be said that they are using this marketing mix tool successfully.
Promotion : Now a days their promoting level is not much more effective than before. They do,
but never like before.

Danish Condensed Milk : Danish Condensed Milk BD Ltd. is the most rewarding unit
of Partex group and processing the leading position in the local market.
Product : As a market leader in local they are very careful about their product. They have
recently changed their product's quality which is better than before. Their products of
international standard, qualitative difference, packaging and fashioning are prominent. We can
say that they are using this marketing mix tool effectively.
Price : Their pricing strategy is also accurate. As competition is rising so fast in the local market,
they are trying to compete with the competitors in terms of price.
Place : Their distribution strategy is also effective throughout the country. Almost in every area
of the country, their product is available.
Promotion : Their promotion strategy is slightly low than before. Once upon a time their jingles
and tvc's could be seen in the television but now a days it isn’t.

Cosco : Cosco is a product of the Commander Soap Co. ltd which is a local company of the
country Bangladesh. It has been running its business since 1984.
Product : What was Cosco soap before, today isn't like that. Earlier they could try to develop
their product, but they can't obtain their product quality now. This marketing mix tool isn't
perfectly applied in this renowned company.
Price : What Cosco is doing in their pricing strategy is that they always demand lower price than
the other soaps in the country. Their pricing strategy is perfect according to their product's
quality.
Place : Their distribution strategy is mostly based on the rural area. They are using this
marketing mix tool successfully in the rural market.
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Promotion : They do not promote their product to the customers where promotion is one of the
most important marketing tools for any firm to sell their product. But Cosco is failed to apply
this tool.

Aquafina : Aquafina Mineral Water is a successful product of PEPSI which is one of the
most famous brand in the world. Now Aquafina is one of the leading mineral water in
Bangladesh. It has been launched in the country in the year 2015.
Product : What Aquafina demands they don't compromise with the quality of their product.
With its unique attributes of the seven-step purification process, Aquafina has become one of the
leading brands of bottled water in Bangladesh. Marketing mix tool Product is highly applied
here.
Price : As the competition of mineral water in Bangladesh is high, their pricing strategy is
average to the other brands. Not like that they are using high pricing strategy according to their
quality.
Place : Their distribution channel is mostly in the urban area. There are many areas where their
product is not available. So we can say that they are not really concerned about their distribution
strategy.
Promotion : In this area they are really effective. They are using this marketing mix tool
effectively through printed media, tvc, sponsorships etc. Their promotion level is high and
effective.

Xiaomi : Xiaomi is a popular Chinese brand which was founded in the year 2010. It is an
electronics company which mainly focuses on the mobile phone industry. It is one the fastest
growing company in the world now. They are providing best features and build quality within
lower price budget.
Product : Xiaomi is one of the most designed mobile company in the world this time. It has
really productive marketing mix tool techniques which have helped them to capture the mobile
market share in a rapid way. It has unique designs and smooth UI (MIUI) which have
differentiated them from the other mobile phone competitors. The marketing mix tool Product is
highly appreciated in this company.
Price : Their pricing strategy is also unique as they follow price skimming strategy as a new
mobile phone company. They are trying to capture the market share at the initiative stage and
they are successfully doing it till now. They are providing more unique features with good build
quality but price is relatively lower than other competitors within this range of budget. And they
are successful till now with their pricing strategy.
Place : Basically this company is following indirect distribution method. It is wonder but true
that they have no authorized showroom throughout the world even not in China. They are selling
their mobile phones through indirect selling.
Promotion : May be this is one of the most epic truth that they don't promote their product but
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they are getting familiarity so rapidly in China as well as many Indian subcontinents. They are
called Apple of China in terms of popularity.

Oppo : Oppo in an Indian mobile phone company which was established in 2004. They have
successfully entered into the market in the year 2008. As Oppo continues to expand into new
markets, the goal of making their products more accessible around the globe without
compromising product service and quality has never been clearer.
Product : This marketing mix tool is nicely used in Oppo. Their build quality, design are really
good. As the mobile phone market is really competitive now, product development is really
important for any company to retain its position. Oppo is also doing this.
Price : Their pricing strategy is average. Not so much higher or lower.
Place : Their distribution strategy is really unique because they use both the direct and indirect
selling strategy throughout different countries in the world. They have many outlets in many
countries and mostly all products are available. They are using this marketing tool widely.
Promotion : In terms of promotion they say no compromise. They have a huge budget for
promotional activities of their product.

Kinley : Kinley Mineral Water is a product of Coca-Cola which is probably number one
beverage brand in the world. The Coca-Cola has launched the product in the late December of
2016 in Bangladesh. After all it is a successful product of Coca-Cola in this country till now.
Product : “The brand comes with the assurance of safety and purity from the Coca-Cola
Company which is introducing Kinley with state-of-the-art technical capability along with their
stringent quality norms, to ensure utmost purity of the product.” a speech by the CEO of Coca-
Cola. From this speech we can say that Kinley never compromises about the quality of the
product. It's packaging is also adorable and handy.
Price : Pricing strategy of Kinley is like Aquafina. Almost every product in this category of
Bangladesh hold same price.
Place : Their distribution strategy is mostly in urban area. There are many areas where the
product is not available. I think they should emphasize this strategy for a proper distribution so
that the product will be available all around the country like Coca-Cola.
Promotion : Their promotional strategy is good. They use print media, TVC as well as
sponsorships to promote their product. They have good amount of money for their promotional
activities.

Apple : Apple is a multinational organization that creates consumer electronic, personal

computers, mobile phones, smart watch etc. Apple is called giant of technology because of its
invention .
Product : Nothing to describe about Apple's product. May be Apple is one of the most
successful company in the world which uses this marketing tool so effectively and accurately.
 14

They are always premium about their product design, features, packaging, build quality etc.
Price : The pricing strategy is also unique as they always demand high price strategy. They
follow premium pricing strategy and still they are successful because of their quality.
Place : Their distribution strategy is quite different than the other company. Their product is
available in almost most of the developed or developing countries around the world. Their
product is basically for the upper class people who do not complain about price.
Promotion : Their promotional activities is basically online based. They promote in social media
as well as by a press conference before launching any new product.

Walton : Walton is a conglomerate company based in Dhaka, Bangladesh. This is one of the
fast growing company in this country. It is a large manufacturer company which produces
electronic devices, refrigerators, motorbike etc. and has a successful business so far.
Product : They have a dedicated team of employees who are trying to continuously develop the
product with developing the quality and design of the product. They are improving this
marketing mix tool techniques day by day.
Price : Their pricing level is average. They have usually targeted the middle class people to sell
their products. Of course they have high price products also with unique and durable build
quality.
Place : Their distribution strategy is remarkable so far. Almost every areas of the country they
have their outlets. Their after sale service is also good.
Promotion : Their promotional budget is high as far as they use print media, billboard,
sponsorships etc.

Benson and Hedges : Benson and Hedges is a product of the company British American
Tobacco which was launched in Bangladesh in the year 1997. Since its launch in 1997, Benson
& Hedges has dominated the Premium segment and set the standards in a very competitive
market. It is doing its business successfully over the years in this country.

Product : Their product selection is always unique in style. They produce premium and standard
level of cigarette filters with a standard design. They have 3 types of special cigarette filters in
the country and they demand they are the best cigarette suppliers is the country. This means their
product level selection is brilliantly done here.
Price : As they hold the quality of international brands their pricing strategy is also premium
than the other cigarettes in the country. Though there are some other brands competing with
them with same pricing strategy.
Place : Their distribution strategy is both the direct and indirect. Almost in every area of the
country they supply their product.
Promotion : They have huge budget for their promotional activities. They use print media, TVC,
 15

sponsorship etc. to promote their products.

Lux : Lux is a product of Unilever which is a renown multinational company which has been
running its business since 1925 around the world in more than 100 countries. Lux was launched
in Bangladesh in the year 1964. Lux has had a glorious history in this country and it has become
a brand in the mind of the people.
Product : Their product selection level is always different than their competitors. They have
already launched too many variance in their product and almost in every year they launch new
product with new design and flavors. Their product selection level is high.
Price : They fix their price level at an average rate. There are many local brands also which price
level is lower than the Lux. They have successfully hold their position in the market with this
price strategy.
Place : In every area of the country, their product is available. We have already got what it
means. They do their distribution in such a way that no one can claim about the availability of
their product.
Promotion : May be one of the leading company in this country who spends huge level of
expenditures behind its promotional expenditure. They use print media, billboards, sponsorships,
TVC, events etc. to promote their product.

Dove : Dove is a personal care brand of Unilever originating in the United Kingdom. Their
products are sold in more than 80 countries and are offered for both women and men. They have
variances in their product like soap, shampoo, face wash, body wash etc.
Product : This marketing mix tool is uniquely done by Dove. Their product selection level is
perfect according to the demands of the customer. Their design, features, simplicity everything is
unique than the many other brands competing in this sector of the product.
Price : They have usually targeted the upper class people as well as higher middle class people.
So they demand higher price of their product.
Place : As they have targeted the higher class people their product is available in the urban area
mostly. They do not have authorized outlet in Bangladesh but they sell through wholesalers.
Promotion : They don’t promote their product much but sometimes they use tvc, print media to
promote their products.

Yellow : Yellow is a well renown product (clothing) of Bangladesh which is a product of

BEXIMCO founded by the Salman F Rahman. After the launching of Yellow brand in
Bangladesh, it is doing its business successfully.
Product : Yellow always follow to produce quality product for its customers. Their style, design
is different from others. One can say that their product selection has differentiated them from the
others.
 16

Price : Their pricing strategy is premium. They demand higher price than many of other local
brands in the country.
Place : As they have targeted higher class and middle higher class people as their customers,
they have outlets only in the cities of the country. They have many outlets in the renowned
shopping malls of the country.
Promotion : They take sponsorships in different sports to promote their product. They also use
billboards, printed media to promote the product.

Coca-Cola : Coca-Cola is the leading beverage company in Bangladesh so far. It is

successfully dominating the beverage sector of Bangladesh competing with many other
companies. They have variety of cold drinks in the market and all of the products are very
popular to the local market.
Product : Because of their product differentiation they have separated themselves from the other
cold drinks competitors. The current formula of Coca-Cole remains a trade secret, although a
variety of reported recipes and experimental recreations have been published. But if one drinks a
bottle of coke he or she can differentiate its taste and flavor. So we can say that their product
selection is very strong.
Price : Their pricing strategy is average as the beverage market of Bangladesh is very
competitive as there are many other international brands also competing With them.
Place : You can find a bottle of Coke in every area of the country. From this we can understand
about their distribution strategy easily. This marketing tool is highly used here to distribute the
product.
Promotion : Coca-Cola is not legging behind from their promotional activities so far. They use
print media, billboards, sponsorships, CSR etc. to promote their product.

RFL Plastic : RFL Plastic is a product of PRAN Group of Industries which is a leading
manufacturer company in Bangladesh. At present, PRAN-RFL Group has a lot of demand of its
various products and has earned goodwill, not only in Bangladesh, but in the different countries
of the world.
Product : RFL plastics are made in such a way that there is a perception among the users that
they are the best plastics in the country. Their design, build quality, style have proved it. They
don’t compromise about their product selection.
Price : Their pricing strategy is also different than the others. They fix premium price as they
demand they are the best plastic manufacturer in the country.
Place : There is no confusion about their distribution strategy. In every area of the country they
are supplying their best plastic product directly or indirectly. So their practices of placing is
undoubtedly perfect.
Promotion : They are one of the leading company in the country but they are still not legging
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behind from their promotional activities. They are doing their promotion so accurately to
promote their product.

Tibet Snow : Tibet Snow is a popular product of Kohinoor Chemical Industries

Bangladesh. They demand that Tibet snow is the best skin care with exquisite perfume. This
product has a successful long journey so far to the country.
Product : Now a days there are many other companies who have come up with different quality
product in this sector. Comparison to this their product selection is not much good as before but
still they are trying to develop their product quality continuously.
Price : Their pricing strategy is price skimming means they demand lower price of their product.
Place : Their main target customers are the rural women mostly. So their distribution channel is
set up on that way. In every rural area of the country one can buy Tibet snow easily. According
to their targeted customers they are perfectly using this marketing tool throughout the country.
Promotion : Their promotional activities are not active as like as before. They could previously
use many TVC, billboards, print media etc. to promote their product.

Suggestion and Recommendation:

Throughout the whole report I have tried to analyze all the marketing mix tools of these
companies clearly. There are few companies follow all of the digital marketing mix tool
accurately. There are many companies losing their position in the market because they are not
using all of the marketing mix tools effectively. They consider some tools as their business
strategy but not every tools. If an organization wants to gain a better market share it must be
followed all of the marketing mix tools effectively and accurately.

Conclusion:
In the end we can say that not only one or two tools are important for a business but also all of
the elements are equally essential for an organization to sustain their position in this competitive
business world. Most of the companies are concerned about all of the marketing mix tools but
how many of them are applying it in a proper way this will be a challenge to them. Otherwise it
will be very difficult for a company to sustain in the position even for a well established
company.
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References:
1. www.wikipedia.com

2. www.apple.com

3. www.thedailystar.net

4. www.assignmentpoint.com

5. www.beximco.com

6. www.unilever.com.bd

7. www.batbangladesh.com

8. www.facebook.com

Questionnaire:

Company questionnaire survey template

1. Which of the marketing mix tools Bata use effectively?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

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2. Which of the marketing mix tools Danish use properly?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

3. Which marketing mix tool should Cosco use to maintain their quality?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

4. Which marketing mix tool Aquafina should use to hold its position in the market?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

5. Which one is the most effective marketing mix tool that helps to gain more market share
for Xiaomi?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

6. Which marketing mix tool Oppo prefer most ?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

7. Which marketing mix tool can create more market share for Kinley?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

8. Which marketing mix tool is the most effective for Apple to sustain in its current market
position?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

9. Which marketing mix tool will help Walton to achieve its objective?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

10. Which marketing mix tool helps B&H most to achieve objective?

1.Product 2. Price 3. Place 4. Promotion 5. All of them

11. Which one is the best marketing mix tool for Lux to gain achievement?
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1.Product 2. Price 3. Place 4. Promotion 5. All of them

12. Best effective marketing mix tool for Dove is-

1.Product 2. Price 3. Place 4. Promotion 5. All of them

13. Best marketing mix tool to hold current market position for Yellow is-

1.Product 2. Price 3. Place 4. Promotion 5. All of them

14. Most effective marketing mix tool for Coca Cola to achieve more market share is-

1.Product 2. Price 3. Place 4. Promotion 5. All of them

15. Most preferable marketing mix tool for RFL Plastic is-

1.Product 2. Price 3. Place 4. Promotion 5. All of them

16. Most preferable marketing mix tool for Tibet Snow is-

1.Product 2. Price 3. Place 4. Promotion 5. All of them

Glossary:
Term Meaning
Combination Mix of some elements.
Cost leadership Cost leadership basically includes the
lowest cost of operation in the industry.
Endorsements An endorsement for a product or company
involves appearing in advertisements for it or
showing support for it.
Campaigns A planned set of activities that people carry out
over a period of time in order to achieve
something.
Infrastructure The basic, underlying framework or features of
a system or organization.
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Uniformity of offering Consistency in lack of variation between the

items being compared, over a long period and
across a wide range.