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City-Group-Marketing-plan-for-Teer-soyabean-oil
Background: The date 6th February, 1972 marks the journey of a valiant effort in Gandaria, Dhaka, when there was the beginning of the company known as "CITY OIL MILLS". The founder Chairman; Mr. Fazlur Rahman started the group from scraps virtually. The initial period was marked with a lot of hardships due to the post war era when the country faced economic fallout. Initially the mission of the company was to produce mustard oil for the local market consumption. The demand of the product showed the way to a new arena of business. For the next 18 years, the company operated within the vicinity of the Dhaka city and met the demands of the local market. The revenue generated from this soon gave away for the entrepreneur to evolve the company, which was by now one of the largest mustard oil producing plants in the country. A vision - to transform the company to a 21st century conglomerate of the country started. "City Vegetable Oil Mills" was established at Rupshi, on the outskirts of Dhaka city. This effort evidenced an accelerated growth of City Group and the the company was soon found to open two more sister concerns by the year 1994 - "Hasan Vegetable Oil Mills Limited" and "City Fibres Limited". Within this period the founder also devised new production units and soon brand was born - "TEER", the name itself captivating the hearts and minds of the people. Appearing in this banner was the flagship product, "TEER SOYABEAN OIL", which soon found a good market share. The overwhelming revenue generated and the unprecedented popularity of the products of City Group soon found its way into the hearts of the people. City Group was by now one of the emerging industries of the country with an ever-expanding business, which led to 21 sister concerns by the end of the year 2006.

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Presently, the company focuses on meeting and responding to the ever-changing needs of the consumers both home and abroad. Till now City Group is one of the largest company in the country, and business reaching foreign countries making it one of the best conglomerates of the country. Years of meticulous work have paid off and by now CITY GROUP OF INDUSTRIES has started its alteration towards an International Standard Company along with its 21 sister concerns. Our journey till now remains an epic adventure with more yet to come and we strive with a quest - "A Quest for Excellence!"

Mission: Our Mission is: To provide high quality health and food consumables for the consumers in an affordable price and raise awareness in the Local & International market for manufactured consumables from Bangladesh. Objective: To provide HYGIENE, HEALTH & EXCELLENCE in food consumables for the consumers at an affordable price and raise awareness in the Local & International market Goals: Passion for Excellence Business Integrity Pioneering Commitment Development

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Product Feature For Soya bean Oil: Refined from Crude Degummed Soyabean Oil (CDSO) Teer Refined Soyabean Oil is one of the key flagship brands of City Group. Other than that the company also produces Sun Refined Soyabean Oil. The extraction process starts first as Crude Degummed Soyabean Oil (CDSO) is imported directly from foreign countries in large oil tankers to Chittagong port, from where its brought to the refineries of City Group. The CDSO is refined with utmost perfection maintaining a harmony of both International and Local Standards that are required along with safety and hygiene concerns. The refining process eliminates all the impurities that are present in the CDSO in the from of acid oil, moisture, gum and etc making sure it reaches the hands of the consumers in perfect cooking condition. For our consumer benefits the Standard Specifications and Nutrition Facts for Soyabean Oil is provided below: Specifications Refractive Index at 40o C Iodine Value Acid Value Unsaponifiable Matter Saponification Value Volatile Matter at 105o C Percent by Mass 1.466 1.470 122-135 0.06-0.12 mg/g as KOH 3.25 4.00 mg/g as KOH 190.1 192.5 mg/g as KOH 0.08 0.12

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Nutrition Facts Per serving of 10 gm Calories Cholesterol Sodium Saturates Monounsaturates Polyunsaturates 90K Cal Nil Nil 1.50 g 2.00 g 6.50 g

Our

Refined Soyabean Oil a flagship product from City Group comes in three

types of Pack to meet the everyday needs of every type of household and consumer. Our packing sizes are provided below:

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Food Grade HDPE Poly Bag

900 mL

Food Grade HDPE Can

5 Liters

4 Liters

3 Liters

2 Liters

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Food Grade PET Bottle

5 Liter

4 Liter

3 Liter

2 Liter

1 Liter

500 mL

Tin

16 Liter

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Drum

186 Kg

Levels Of Product: Core Level: To Cook Food Basic Level: Cholesterol Free Augmented Level: Super Refined

Segmentation for Soyabean Oil: Market segmentation is one of the steps that goes into defining and targeting specific markets. It is the process of dividing a market into a distinct group of buyers that require different products or marketing mixes. Opportunities in marketing increase when segmented groups of clients and customers with varying needs and wants are recognized. Markets can be segmented or targeted using a variety of factor. The bases for segmenting consumer markets include: Psychographic: Upper And Middle Class, Personality Behavioral: Occasions

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The City groups marketing department does not work only segmentation of Teer Soyabean oil. It works with same kinds of product altogether. It does mass marketing where differentiation is less than cost.

Positioning for Soyabean oil: Maintain proper quantity. We import this oil in our own responsibility. So there is no chance of mixing Our price is also affordable than our competitors. We have own modern machines to refine the oil.

Targeting: After segmentation marketer concentrate on targeting. This is the second step of marketing strategy, where marketers select a specific segment. Target customer: Housewives Cookers for hotel and restaurant Cookers of special program like marriage ceremony occasions

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Organization Hierarchy:

Board of Director

Chief Executive Officer

Chief Director

Managing Director

Accounting Department

Marketing Department

Finance Department

HRM Department

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Marketing Mix Strategy: Marketing mix strategy is the set of controllable, tactical marketing tools through which the company influence the demand of their product and wants to get the response from the target market. Square has five groups of variables which known as 5Ps in their marketing mix strategy. a.Product: Product is the goods and services that companies offers to the target market. City Group used forward invention for Soyabean oil to meet the need for the treatment of cardiovascular diseases. b.Price: Price of each 1 Litter bottle is 110, 2 Litter bottle is 208, 5 Litter bottle is 504, 8 Litter bottle is 820 Taka. c.Place (Distribution channel): City Group has decided to distribute Soyabean oil through their existing distribution channel and for this their objective is to supply the right product in right place in right time.

d.Promotion: City Group promoted all kinds of advertisements, which bring about uplift into the brand scenario for the company. We promote various aspects of our products starting from Paper to TV Commercials and various other forms of advertisements to promote our products. A product is launched into the market through effective advertisements and will also bring about a satisfactory return.

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Currently we are promoting Teer Soyabean, Teer Wheat (Atta), Teer Flour (Maida), Teer Semolina (Suji) and Jibon Mineral Water. Interested models & producers are requested to contact us through email with our following address: advertisment@citygroupopbd.com

Distribution: Good product marketing depends on a good and effective distribution network. We believe in these words and this is what inspires us to drive further and further strengthen our network. City Group has an extensive array of distribution network and with the help of this network it has been able to extend its products into all the districts of Bangladesh. It looks further into the prospects of extending its distribution network to all the Thana level and welcomes all prospective Distributors / Dealers. Each individual territory is taken care of well in advance by our territory managers and our sales staffs are always there to assist our distributors with the demands. Our products have been popular with the people of the country and with the overwhelming demand; we are furnishing ourselves to meet the new consumer. We hope to meet the consumers through our distributors and look forward with effective planning and strategic campaigning to support our sales. Only the coming days will predict our quality Recommendation:

Need to give more advertisement in TV, Newspapers & FM Radios. Organizing shows & conferences Sponsoring sports & different shows Tele-marketing & Online-marketing

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Web Address

Employ ees

Ann ual Sale s

Reven ue

Net Income

Assets

Liab ilitie s

Business Value

Stoc k Valu e

My Company: City Group (Teer) Edible Ltd. (Rupchada)

http://www. citygroup.co m.bd / products/pro _rso.htm http://www. beol-bd.com

300

1680 core

1680* 4.5% (7.5 cores)

1680*30 %

10000 core

yes

Teer tread mark bishudhhot ai shera momotai Ghera Rupchada fishShasthokor Protiti Phota Trade markPure and Healthy. 10% 30% 50%

25000

8000 core

8000* 4.5%

8000*20 %

2000 core

yes

T.K. Group (Pusti)

http://www.t kgroup.bd.c om

4500

2000 core

2000* 4.5%

2000*30 %

20000 cores

yes

Meghna Group (Fresh)

http://www. meghnagrou p.biz

6000

3000 core

3000* 4.5%

3000*30 %

40000 cores

yes 10%

Competitors Information

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SWOT Comparison Sheet

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Strength

City Group (Teer)

Edible Ltd. (Rupchada)

T.K. Group (Pusti)

Meghna Group P a g e | 14 (Fresh)

What are your business advantages?

Machine, Asset, Strong Brand , Image, High Quality + Quantity

Powerful Advertisement, use Omega-3

Pure+ healthy product (especially for heart)

Pure + fresh Product.

What are your core competencies?

Price and packaging

Price and packaging

Price and packaging

Price and packaging

Where are you making the most money?

Teer oil

Rupchada oil

pusti oil

Fresh cement

What are you doing well?

Marketing + Merchandising

Marketing

Marketing

Marketing

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SWOT Comparison Sheet

Weakness What areas are you avoiding?

City Group (Teer) Our quality of


bottles is not good enough. They can break so easily. We know it, but we are avoiding it to avoid higher cost.

Edible Ltd. (Rupchada)


Avoiding customer cost

T.K. Group (Pusti) Avoiding


advertisement

Meghna Group (Fresh) Avoiding


customer satisfaction

Where do you lack resource?

Not have highly educated employee.

Employees are not available. Not have own land or factory.

Poor quality supply. Lack of Man power.

Low quality supply.

What are you doing poorly?

Not producing goods in spite of demand.

Making higher price.

Making poor quality product

poor quality product

Where are you loosing money?

Market size is small in Chittagong area. So we are loosing money in Chittagong. Have to increase more Factory Delivery.

In rental payment as we do not have own land and factory.

Rents on equipments.

We are loosing money in Sylhet area.

What needs improvements?

Have to make own factory.

Have to improve marketing policy.

Can reduce their price.

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SWOT Comparison Sheet Opportunities Any beneficial trend? City Group (Teer) People want small size container and we are going to offer 5litr and 20 liter. Niches that competitors are missing? New technologies? N/A This product is mass marketed. New machine from foreign country. New materials and Train employee by technologies. New need of customers? Demanding more comfortable product at chipper rate, want more good packaging want new get / want more facility want new get / want more facility want new get / want more facility Edible Ltd. (Rupchada) People are becoming conscious about Cholesterol. They are using omega 3.erol. Not applicable. This product is mass marketed. New machine from foreign country. T.K. Group (Pusti) They are using also omega 3. Meghna Group (Fresh) Now people like beautiful and strong container. Fresh container is beautiful and strong enough. Not applicable. Not applicable. This product is mass marketed. New machine from foreign country. This product is mass marketed. New machine from foreign country.

SWOT Comparison Sheet

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Threats Obstacle to overcome? Aggressive competitors? Successful competitors? Negative economic condition?

City Group (Teer)


bad sea port facility Rupchada Rupchada If foreign country sees that we are not aware of water, air pollution they will not purchase our products. Vat on port. Creating syndicate of owners. We collect raw material from foreign countries (Malaysia, Singapore etc) if they stop supplies, we cannot produce.

Edible Ltd.
(Rupchada) High price Teer Teer Inflation, Recession.

T.K. Group
(Pusti) Bad packaging Teer Teer Inflation, Recession

Meghna Group
(Freash) Bad packaging Teer Teer Inflation, Recession

Government regulation? Changing business climate? Vulnerabilities?

Vat on port. Creating syndicate of owners. Low price of other competitors can be vulnerability to us.

Vat on port. Creating syndicate of owners. Depend on foreign raw material.

Vat on port. Creating syndicate of owners. Depend on foreign raw material.

SWOT Analysis Functional approach Competitive (sw) Analysis Comparison sheet

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City Group (Teer) Strength 4 4 5 5 4 5 5 5 5 4 5 5 4 3 5 68 61 7 Weakness 1 1 0 0 1 0 0 0 0 1 0 0 1 2 0 65

Edible Ltd. (Rupchada) Strength Weakness 4 1 3 2 5 0 4 1 5 0 5 0 3 2 5 0 5 0 4 4 5 3 5 5 56 1 1 0 2 0 0 9

Meghna Group (Fresh) Strength 2 2 3 3 3 4 4 4 4 2 3 4 3 4 3 48 21 Weakness 3 3 2 2 2 1 1 1 1 3 2 1 2 1 2 27

Products Price Quality Selection Service Reliability Stability Expertise Company reputation Location Appearance Sales method Credit policies Advertising Image Total :

Environmental (OT) Analysis Comparison Sheet City Group (Teer) Opportunity 5 5 5 5 5 0 Threat 0 0 0 0 0 5 Edible Ltd. (Rupchada) Opportunity Threat 4 1 3 2 5 0 5 0 5 0 0 5 Meghna Group (Fresh) Opportunity 3 5 5 5 4 0 Threat 0 0 0 0 1 5

Technology Economy Political Legal Service provider International


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Trade People Industry Purchasing Power Social Religious Channels Actors Credit

5 5 5 5 5 4 0

0 0 0 0 0 1 5 0 0 53 11

4 2 0 4 5 4 0 5 5 51 27

1 3 5 1 0 1 5 0 0 24

5 5 5 5 5 4 0 5 5 61 49 -

0 0 0 0 0 1 5 0 0 12

policies Media Access 5 Infrastructure 5 Total : 64

Entry barriers and Exit barriers

Entry barriers:

Capital to enter in soyabean oil market owners need huge capital. For large factory one should collect huge capital. . One also need large amount of money to get soybean seeds as raw material.

Vertical integration - A firm's coverage of more than one level of production, while pursuing practices which favor its own operations at each level, is often cited as an entry barrier

Customer loyalty If the customers of a particular soyabean oil company are loyal, then it will be hard for new company for enter. Government regulations - It may make entry more difficult or impossible. In the extreme case, a government may make competition illegal and establish a statutory

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monopoly. Requirements for licenses and permits may raise the investment needed to enter a market, creating an effective barrier to entry.

Switching barriers - At times, it may be difficult or expensive for customers to switch providers

Exit barriers: The factors that may form a barrier to exit include:

Large stake: We have a big amount of stake holder, such as, creditors, consumers, and share holder. So if we want to dissolve then it will create some problem for our stake holders. So it is exit barriers.

Legal restriction: Company has to face different types of restriction such as, government restrictions.

By considering above situation, we can say that TEER SOYABEAN Oil is in high entry barrier and low exit barrier segment. So we can say that, we get high stable return.

References:

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