Marketing Strategy of Bashundhara Group.

1. Marketing Strategy of

2. Md. Ariful Islam
Sanjana Afrin
Md. Kazi Ismail
Sorwar Sunny
Md. Shohidul Islam

3. Marketing Strategy
of
Bashundhara Group

4. Chairman Managing Director

5. Bashundhara Group:
The Bashundhara Group has
started operation as a real estate
venture known as “Bashundhara”
under the aegis of the Group’s first
concern – the East West Property
Development (Pvt.) Ltd in 1987.
Now, The Group has over 20 major
concerns located in different areas
of the country.

6. •Real State
► East West Property Development
(Pvt.) Ltd
•Media and Entertainment
► Kaler Kantho
► Bangladesh Pratidin
► Daily Sun
► banglanews24.com
► News24.TV
► Radio Capital
•CSR
► Bashundhara Foundation
► Bashundhara Technical Institute
► Bashundhara Adin Hospital
► Bashundhara Eye Hospital
•Steel
► Bashundhara Steel Complex Ltd
Enterprises of Bashundhara Group
•Food & Beverage
► Atta, Maida, Suji
•Cement
► Meghna Cement Mills Ltd
► Bashundhara Cement
•Paper
► Bashundhara Paper Mill Limited
► East West Media Group Ltd
•Energy
► Bashundhara LP Gas Ltd
► Sundarban Industrial Complex Ltd
•Services
► Bashundhara City
► Bashundhara Convention Center
•Shiping & Logistics
► Bashundhara Steel and Engineering
Limited
► Bashundhara Dredging Company Ltd.
► Bashundhara Logistics Ltd

7. MD
Quality
Head
Assistant
Manager
Executive
Officer
Head of Plant
Safety
Officer
Producti
on
Officer
Head of
HR
Executive
Officer
Head of Finance
Assistant Manager
Purchase
Head
Executive
Officer
Accounts
Manager
Finance
Manager
Executive
Officer
Head of
Marketing
Supply
Chain
Manage
ment
Executive
Officer
Head of
Sales
Assistant
Sales
Manager
Sales
Officer
Head of
IT
Supporti
ve
Departm
ents

8. Departments
Quality
Department
Plant
Department
HR
Department
Finance
Department
Marketing
Department
Sales
Department

9. Products

10. Bashundhara Group
of
Marketing Strategy

11. Segmentation means dividing the market into distinctive groups
of buyers on the basis of needs, characteristics or behaviors of
consumers. Segmentation can be done in four ways like –
1. Behavioral segmentation
2. Geographic segmentation
3. Demographic segmentation
4. Psychographic segmentation
Market Segmentation

12. 1. Target Market
1. Higher class- heavy users (business icons, superstars, media people,
ministers)
2. Upper middle class- medium users (business executives, doctors,
lawyers)
3. Middle class- light/occasional users
‘Bashundhara Group’ consists of consumer and retailers who need to store
communicate and complete the marketing process. From the many segments,
we choose psychographic segmentation. Targeted segment consists-

13. 2. Market Positioning
Positioning is a perceptual location. It’s where your product or service fits
into the marketplace. Effective positioning puts you first in line in the minds
of potential customers. The Positioning is a powerful tool that allows you to
create an image. And image is the outward representation of being we
want to be, doing what you want to do, and having what we want to have.
Positioning ourselves can lead to personal fulfillment. All classes of people
being customers of Bashundhara Group, the company offers their products
to markets with quality and affordable price. The company wants to
available their products because their competitor’s products are available.

14. 3. Marketing Mix
Marketing mix is the set of controllable tactical marketing tools- product,
price, place, and promotion that the firm blends to produce.
4 P’s of Marketing:
Product
Price
Place
Promotion

15. Product
The product is the physical product or service offered to the consumer.
In the case of physical products, it also refers to any services or
conveniences that are part of the offering.
Price
Place
Pricing decisions should take into account profit margins and the
probable pricing response of competitors. Pricing includes not only the
list price, but also discounts, financing, and other options
Place (or placement) decisions are those associated with channels of
distribution that serve as the means for getting the product to the
target customers.

16. Promotion
Sales Promotion
•Gift Card
•Discounted prices
•Free service campaign
•CRM (Customer relationship management)
•Occasional Packages
Advertising
Direct Mail
Personal Selling

17. Branding Strategy of Bashundhara Group
Brand equity: The powerful brand has high brand equity. Brand
equity is the differential effect that knowing the brand name has on
customer response to the product or its marketing.
Brand positioning:
•Attributes
•Benefits
•Beliefs and values
Brand name selection:
•Selection
•Protection
Brand sponsorship:
•Manufacture’s brand
•Private brand
•Licensing
•Co-branding
Brand development:
•Line extensions
•Brand extensions
•Multiband
•New brands

18. SWOT Analysis
This is top qualitative evaluation of the key factors affection the company.
To know how the company fairs will and how interesting an investment
would be, our analysis follow the market on a daily basis and you could
benefit from their valuable expertise to maximize your knowledge.
Findings of SWOT Analysis:
1.Strengths
2.Weakness
3.Opportunity
4.Threats

19. Strengths
It’s very famous group in our country. So it has more strong sides.
So the strong sides of the Company are shown below….
Huge amount of capital.
The management system is strong.
The employees are very qualified.
The workers are practical.
The products are acceptable and popular in our countries than
other company’s product.
Huge amount of properties.

20. Weaknesses
It has legal problems.
It has taxes problem.
Opportunity
Threats
International and National market segment opportunities.
Expansion opportunities.
Growth opportunities.
Though it is a reputed group of company, it has some threats such as
competitors, Political instability, Bad weather, Increase raw material
price and so on.