Acknowledgement

At the beginning we want to remember almighty Allah for giving us the opportunity and

strength to do this work smoothly and blessings for our success.

We would like to express our heartiest gratitude to our honorable course instructor

Maniruzzaman, for his constant guidance, helpful advice and continuous encouragement

throughout the progress of the report organization based information. Without these help the

task couldn’t be completed.

We are very grateful to the organization’s executive director, Md. Fazlul Haque, office

executive Mahbubul Alam, assistant manager of sales & marketing Md. Maksudus Samad.

Their cooperation has assisted us to prepare this kind of important report which will focus on

overall condition of the organization.

Our sincerest thank to all of our group member and well wishers for their whole hearted

support and encouragement in various aspects of our work.

We want to express our highest appreciation to the company employees, consumers and

retailer for their valuable contribution in completing this report on “Analysis of 4P’s, 4 C’s &

Strategy of Top Juice.”

1

Executive Summary

“Sajeeb Corporation” a renowned business organization in Bangladesh, located at Farmgate

in Dhaka. They produce various types of consumer products. The Company was established

in year 1983. A unit of Sajeeb Corporation is Hashem Foods Products, established in 1998,

today the fastest growing manufacturer for processed foods, confectioneries, & beverages in

Bangladesh. Internationally standardized state of the art technology with stringent quality

control & assurance system is being used and monitored through entire stage of production

process. Their mission is distribute quality foods at reasonable price for better living

worldwide. They produce various types of consumer products, such as: Top juice, Shezan

juice, Tang, Kolson semai, Kolson noodles, Shezan mango bar, Shezan badam, Shezan

mango pickle, Shezan chanachur, Shezan mango jam, Ravi instant drink powder, Shezan

fried dal, Top chilli sauce, Top tomato ketchup, Shezan Tomato ketcup, Top badam, Top

fried dal, Top green nut, Top semai, Shezan mustard oil, Top jam, Top jelly etc. They

introduce Top juice in year 2001. They use marketing Mix, because they want to develop the

products and want to capture the market very rapidly by their product. They use two flavors

for Top juice, such as Mango and litchi flavor. They use four (4) types of bottle for Top juice.

They use non- returnable glass bottle, non- returnable plastic bottle and non- returnable paper

pack (known as slim pack). The size of Top juice is 900 ml, 200 ml. They follow pre- paid

system for payment from the distributor. The distributor pays the money in the Head office

and then the company reached the products to the distributor. They offer free transportation

to the distributor. The company also offers logistic support to the retailer. Top juice coverage

all over the Bangladesh. They use television & radio advertisement, billboard, add on

newspaper, wall writings, exhibition, participating in fair for promotion of Top juice. The

company also uses free offer, coupon offer, and scratch card offer for increasing sales. They

think the customers are satisfied with Top juice and it keeps vital role in customer solution.

The organization use multi- market strategy to capture all the market. They expect both

higher sales and higher market share from multi market strategy. The organization use

product positioning strategy. Top juice is best in its quality, flavor & test. The assistant

manager of marketing and sales Md. Maksudus Samad think that, “Top juice holds a major

part of market, it is best than other juice, it is also cheaper than others, and Top juice also

captures the market very rapidly.”

2

Chapter-1

Introduction

3

Background of the study:

As a student of B.B.A it is very much essential to know about marketing mix. On the

other hand book knowledge is not enough to understand marketing mix. For that reason

we go through Sajeeb Corporation to gather real life of marketing knowledge. And to

understand that how they capture the market, fight with the competitors, to use product,

price, place promotion.

Report objective:

Behind every work there have a hidden objective. We have also some objectives behind

making of this report. The main objectives of this report are given below:

To analyze marketing mix of Top juice, this includes product, price, place, and

promotion.

To analyze customer satisfaction on Top juice which includes customer solution,

customer cost, customer convenience and communication.

To analyze present and future market strategy.

Specific objectives:

To analyze 4P’s of Top juice.

To analyze 4C’s of Top juice.

To analyze current market strategy.

To analyze future market strategy.

To identify threats and opportunities of a company.

To identify weakness of the company.

4

Methodology:

Methods followed to perform a job or conducting activities to complete a task is called

methodology. In conducting this strategy the following methodology was adopted in

collecting data and information, preparation of report etc.

Types of research:

The purpose of market research is to provide relevant data that will help to solve marketing

problems that a business will encounter. This is absolutely necessary in the start-up phase.

Conducting thorough market survey is the foundation of any successful business. In fact,

strategies such as market segmentation and product differentiation would be impossible to

develop without market research.

There is several kind of research approach; we use descriptive and survey approach for

analysis marketing mix of Top juice. Descriptive research is to describe things, such as the

market potential for a product or the demographic and attitudes of consumer who buy the

products. To use this approach we analyze marketing mix and consumer satisfaction level of

Top juice.

Sources of data:

To gather company information we use both primary data & secondary data.

Secondary data:

Secondary data consist of information that already exists somewhere, having been collected

for another purpose. Secondary data provided a good starting point for research problem and

objectives. This is available more quickly and at a lower cost then primary data. We collect

secondary data from company office, internet, and business magazines. We get various

information from secondary data such as, the capital of the company, the customer

satisfaction level of Top juice, and profit gain by the company per year etc.

5

Primary data:

Primary data consists of information collected for the specific purpose at hand. We collect

primary data from consumer and company trough some question. For example, to consumer

we ask questions, such as, Are you satisfied about Top juice? , Which advertisement you like

most? , What price level you expected from Top juice? To company we ask questions like,

What types of discount you provided to your consumer? What are you doing to increase sales

of Top juice? How you fulfill consumer need of Top juice?

Research approach for gathering primary data collection:

Research approach for gathering primary data collection we use both observational and

survey approach.

Observational research involves gathering primary data by observing relevant people, action

and situation. Observational research can obtain information that people are unwilling or

unable to provide. In some cases, observation may be the only way to obtain the needed

information. In contrast, something simply can’t be observed, such as feelings, attitudes, and

motives or private behavior. Long term or infrequent behavior is also difficult to observe.

Because of this limitation, we use observation method along with surveys data collection

method. We use observational research approach when we asking question to the consumer

or to the company employee.

Survey research, involves gathering of primary data by asking people question about their

knowledge, aptitude, preference and buying behavior. This is the most widely used method

for primary data collection, is the approach best suited for gathering descriptive information.

The major advantage of survey research is in its flexibility it can be used to obtain many

different kinds of information in many different situations. We use survey research approach

by making questionnaire for consumer and company.

The survey method of us is given below:

For consumer: Total respondent: 15

Male : 07

Female :08

Male ( in percent) = 46.66% Female (in percent)= 53.33%

6

Contract method for primary data collection:

Information can be collected by mail, telephone, personal interview, and online. We use

personal interview to collect primary data. Personal interviewing takes two (2) forms

individual and focus group.

Individual interviewing involves checking with people in their homes and office, on the stress

or in the shopping malls. This form of interview is fixable. Through this form of interviewing

can ask different types of question and observe reactions and behavior of consumers. We use

this form to collect our information.

Focus group interviewing involves inviting fifteen (15) consumer and three (3) employees to

gather for a few hours with an interviewer to talk about a product, service or organization, the

interviewer “focus” the group discussion on important issues. We use this form when we

conducting group discussion.

Sampling plan for primary data collection:

We draw a conclusion about larger groups of consumer by studying a small sample of total

consumer population. A sample is a segment of the population selected to represents the

population as a whole. By that we can make accurate estimates of the thoughts and behaviors

of the larger population. We take a probability convenience sample. This represents the

researcher selects the easiest population members from which to obtain information. We

select 15 people from a market place. There were seven male and eight female respondent we

use for primary data collection.

Research instruments:

To collect primary data we use both open ended and close ended questions. For example:

To customer: Do you satisfied with the quality, price, and shape of Top juice? Ans: Yes / No.

What are your expectations and suggestions to Top juice?

………………………………......................................................................................................

......................................................................................................................................................

To company: Do you use marketing mix? Ans: Yes / No

How many size you use for Top juice? Ans: …………………………………………………

7

Limitations of the study:

Every company has some secrecy, which can’t be and should not be disclose to an outsider so

we had some limitations to enter in to the affairs of the company in depth. Moreover, the

employees of the company had their own routine duties. In spite of their full corporation we

failed to discuss about every intended aspects in details.

Lack of information:

Information on which is so important for prepare a report. The main limitation of our report is

lake of information. The limited sources of secondary information and the controlled

accessibility caused difficulty in getting the confidential information. For example, records of

product real price were restricted as it is a private limited company. Although we can’t

collects enough information from internet about Top juice. But we collect various

information from company office about Top juice.

Lack of time:

Our course duration is so limit. In this short time we want to prepare our report properly and

want to include more information. But we aspects that, if we get enough time we can prepare

our report more properly and more attractive.

Lack of marketing intelligence:

Market intelligence is systematically collection and analysis of public available information

and we want to analyze public available information but as a student we have lack of

marketing intelligence. For lack of marketing intelligence we can’t get collect information.

Lack of professional knowledge:

As a student we are not professional about marketing analysis. Professional researcher has

vast knowledge about marketing analysis. But we have not vast knowledge about marketing

analysis, like professional researcher. But we want to prepare our report properly. If we had

vast knowledge, we could prepare our report more appropriately and attractively.

8

Chapter-2

Analyze 4P’s, 4C’s and Strategy

Of

Top Juice

9

Historical background of the Company:

“Sajeeb Corporation” a renowned business organization in Bangladesh, located at Farmgate

in Dhaka. They produce various types of consumer products. . The Company was established

in year 1983. A unit of Sajeeb Corporation is Hashem Foods Products, established in 1998,

today the fastest growing manufacturer for processed foods, confectioneries, & beverages in

Bangladesh. Internationally standardized state of the art technology with stringent quality

control & assurance system is being used and monitored through entire stage of production

process. Their mission is distributing quality foods at reasonable price for better living

worldwide. They produce various types of consumer products, such as: Top juice, Shezan

juice, Tang, Kolson semai, Kolson noodles, Shezan mango bar, Shezan badam, Shezan

mango pickle, Shezan chanachur, Shezan mango jam, Ravi instant drink powder, Shezan

fried dal, Top chilli sauce, Top tomato ketchup, Shezan Tomato ketcup, Top badam, Top

fried dal, Top green nut, Top semai, Shezan mustard oil, Top jam, Top jelly etc. They

introduce Top juice in year 2001.

At first the company introduces 200 ml paper pack, and plastic bottle. Next time to fulfill the

customers demand they again introduce 900 ml and 200 ml non returnable glass bottle.

10

Marketing mix:

The set of controllable tactical marketing tools- product, price, place, promotion- which the

firm blends to produce the response it wants to the target market.

Fig: Marketing Mix analysis.

These four elements are often referred to as the 4 P’s of the marketing mix. A marketer can

use these variables to craft a marketing plan. The 4 P’s model is most useful when marketing

low value customer products, services, high value of consumer products require adjustments

to this model.

Price Place

11

Marketing mix

Product Promotion

4 P’s analysis:

The 4 P’s are analyzing in below:

Product:

The product aspects of marketing deal with the specifications of the actual goods or services,

and how it relates to the consumer needs and wants.

Sajeeb Corporation has franchised the Top juice which is available in mango and litchi

flavor. Top juice never comprise on the basis of its quality. Sajeeb Corporation uses two (2)

size of non returnable glass bottle; plastic bottle and paper pack (slim pack) for Top juice.

The bottle size and price of Top juice are given below:

Types of bottle Bottle

size

Whole seller Retailer price Consumer

Single

bottle(tk)

Case (tk) Single

bottle(tk)

Case(tk) Single

bottle(tk)

Case(tk)

Non Returnable

glass bottle

900ml 46 414 47.5 427.5 50 450

200ml 10 240 10.5 252

Non returnable

Plastic bottle

200ml 8.5 544 9 576 10 640

Paper pack

(Slim pack)

200ml 8.5 544 9 576 10 640

12

Brand name:

Features:

Nutrition facts per 100 ml

Mango pulp 35 mg

Energy 22 kcal

Fat 0 mg

Sugar 22g

Fructose 12 g

Citric acid 9 ml

13

Price:

Price is the sum of all the values that consumers exchange for the benefit of having or using

the product or services. The price levels of Top juice are shown below:

Types of bottle Bottle

size

Whole seller Retailer price Consumer

Single

bottle(tk)

Case (tk) Single

bottle(tk)

Case(tk) Single

bottle(tk)

Case(tk)

Non Returnable

glass bottle

900ml 46 414 47.5 427.5 50 450

200ml 10 240 10.5 252

Non returnable

Plastic bottle

200ml 8.5 544 9 576 10 640

Paper pack

(Slim pack)

200ml 8.5 544 9 576 10 640

14

Payment period:

Payment period is a period upon which price of product is paid. Top juice company has also a

payment period that is, prepaid system for distributor. The distributor pays the money to the

regional sales manager of sajeeb Corporation. Then regional sales manager take the order and

send it in head office. Finally head office sends the product to distributor. Generally the

payment period is before fifteen (15) days from receiving the goods.

Place:

Place includes company activities that make the product available to target consumers.

Placement or distribution refers to how the product gets to the customer; for example, point

of sales placement of retailing. Place includes channels, coverage, transportation and logistic

support.

Channels:

The Top juice distribution channel is given below:

Factory Company head office Distributor Retailer Consumer

Transportation:

Top Juice Company gives free transportation facility to distributor.

15

Logistic support:

Top Juice Company offers some logistic support to their retailer. They sells special

refrigerator to the retailer at a minimum price and offer free service of refrigerator. They also

give some gift for the retailer, such as: iron machine, umbrella etc.

Coverage area:

Sajeeb Corporation distributes Top juice all over the Bangladesh by more than 200

distributors. The coverage areas of Sajeeb Corporation are given below:

Fig: Coverage

area of Top juice.

16

Coverage area of Top juiceIndustry of Top juice

17

Promotion:

Promotion means activities that communicate the merits of the product and persuade the

target customers to buy it. It includes advertising, personal selling, sales promotion, public

relations etc.

Promotion is concerned with the planning, implementation, and control of persuasive

communication with customers. Clear- cut objectives and a sharp focus on target customers

are necessary for an effective promotional program. Top juice promotion is mainly based on

different kinds of advertisement, so that people could be attracted mentally and emotionally.

Top juices use some promotional activities such as:

Television or radio advertisement,

Billboard,

Adds on news paper,

Wall writing,

Exhibition and

Participating in fair for promotion.

Sales promotion:

To increase sales of sajeeb Corporation provide some intensive formation to their distributor,

retailer and consumer that is they give three bottles of free Top juice with each case.

4 C’s analysis on the basis of customer satisfaction:

18

4 C’s includes the customer solution, customer cost, customer convenience, and

communication, which explain in below:

Customer solution:

Customer solution is product and services that the company offered how much and how to

solve the problem of the customer. Customer satisfaction on customer solution depends on

product variety, quality, design and packaging.

Variety:

Variety is known as how many types of a product. Top juice offer four shape and two size

of juice bottle in the market. Through this survey we found customer satisfaction level on

variety of juice between male and female. These are shown by a diagram in below:

Male customer satisfaction on variety

0%

10%

20%

30%

40%

50%

60%

Satisfaction level

Sati

sfa

ctio

n (

in p

ercen

t)

Series1

Fig-1: Male customer satisfaction on variety

19

Female customer satisfaction on varitey of Top juice

0%10%20%30%40%50%60%70%

Satisfaction level

Sat

isfa

ctio

n (in

per

cent

)

Series1

Fig-2: Female customer satisfaction on variety.

From the above two figure we see in the mail customer 25% are highly satisfied, 55% are

satisfied, 15% customers are not satisfied, 5% are dissatisfied and from figure 2 we see 30%

female customers are highly satisfied, 65% female customers are satisfied, 10% are not

satisfied, 10% are dissatisfied and 5% female customers are highly dissatisfied. From our

analysis the position of Top juice is good.

Quality:

Quality is the perception of a product. Quality of a product depends on its test and price.

Through the survey we find customer satisfaction on quality of Top juice. The satisfaction

levels of consumers are shown by a diagram in below:

20

15%

50%

15%17%

3%0%

10%20%30%40%50%

Satisfaction

level(in percent)

Highlysatisfied

Dissatisfied

Satisfaction level

Male customer satisfaction on quality

Series1

Fig-3: Male customer satisfaction on quality

20%

45%

20%15%0%

Highlysatisfied

Dissatisfied

Satisfaction level

Female custmer satisfaction in quality

Series1

Fig-4: Female customer satisfaction on quality.

From the above two figures we see the male and female customer satisfaction level is

different. From our analysis we see the customers are satisfied with the quality of Top juice.

21

Designing and packaging:

Designing and packaging are the shape of a final product. It influences people for

purchasing the products. From our survey we find some people are like existing design

& packaging of juice and some are want to change existing design and packaging. There

acceptation graph are shown by a diagram in below:

No need tochange

Need tochange

S1

85%

15%0%

50%

100%

Customer perception on designing and packaging

Series1

Fig-5: Customer perception in designing and packaging.

From the above figure we can see about 85% people are satisfied with the existing

designing and packaging and about 15% people are not satisfied with the existing

designing and packaging, so they want change.

Customer cost:

Customer cost is the amount of money by which customer purchase the product.

Customer satisfaction on customer cost depends on list price and discount offer.

Through this survey we find customer satisfaction on customer cost. The male and

female customer satisfactions on cost are shown separately in below by diagram:

22

Male customer satisfaction on cost

15%

65%

10%5% 5%

0%

20%

40%

60%

80%

1

Highly satisfied

Satisfied

Not satisfied

Dissatisfied

Highlydissatisfied

Fig-6: Male customer satisfaction and cost.

12%

70%

3%10%

5%0%

20%

40%

60%

80%

1

Female customer satisfaction on cost

Highly satisfied

Satisfied

Not satisfied

Dissatisfied

Highlydissatisfied

Fig-7: Female customer satisfaction on cost.

From the above two figure we see about 65% male and 70% female customers are

satisfied with the existing cost of Top juice .So we can say Top juice are able to satisfy

the customers by its costs.

23

Customer convenience:

Customer convenience is the place in where customer purchases the product. Customer

satisfaction on customer convenience depends on locations and channels. Top juice is

sells through general store, departmental store & super value shop. Through this survey

we find in where customer purchases Top. The curve is given below:

Consumer preference for purchasing Top juice

45%

30%

25%General store

Departmentalstore

Super valueshop

Fig-8: Consumer preference for purchasing Top juice.

From the above figure we can see 45% of Top juice is sale in general shop, 30% are

sales in departmental store and 25% are sales in super value shop.

Communication:

Communication is the people perception about company promotion and activity. From

one survey we found that people are attracted by the advertisement of Top juice. The

advertisement language is given below:

“ Top juice,

Banglar juice”

24

The advertisement attracts the people very much. They have a perception that, “deshi

ponno, kine hoi donno”. So the people take Top juice as their home made juice. It is a

perfect product to fulfill the thirstiness of every one.

The language which is uses for Top juice is given below:

“ Top juice, Asol juice”

We find people’s perception about this advertisement is “Vejaler vire, khati maner

nirchoyota”. So people take Top juice without any hesitation.

25

STRATEGIES USED BY SAJEEB CORPORATION

Market –scope strategy choices:

1. Single market strategy

2. Multi market strategy

3. Total market strategy

Among the three choices Sajeeb Corporation uses the ‘Multi Market Strategy’ for surve

the glass bottle, plastic bottle and paper pack in the market. The strategy is provided

below:

Multi- Market Strategy:

Serving several distinct markets is called multi marketing.

Objective: To diversify the risk of serving only one market.

Requirements:

(a). Carefully selects segments to serve.

(b). Avoid confrontation with companies serving the entire market.

Expected results:

(a). Higher sales.

(b). Higher market share.

Product strategy choices:

1. Product Positioning Strategy.

2. Product Mix Strategy.

3. Product Design Strategy.

4. New Product Strategy.

5. Product Line Strategy.

Among the product strategies Sajeeb Corporation uses ‘ Product Positioning Strategy’

which is characterized by the following:

Product positioning strategy :

Placing a brand in that part of the market where it will have a favorable response

compared with competing brands.

26

Objectives:

(a). To position the product in the market so that it stands a part from competing brands.

(b). To position the product so that it tells customers what you stand for, what you are,

how you would like customers to evaluate you. In the case of positioning multiple brands:

1. To seek growth by of varied products in differing segments of the market.

2. To avoid competitive threats of a single brand.

Requirements: Use of marketing mix variables, especially design and

communication efforts successful management of a single brand requires positioning the

brand in the market so that it can stand competition from the toughest rivals and

maintaining the unique position by creating the area of a distinctive product.

Expected Results:

(a) Meet as much as possible the needs of specific segments of the market.

(b) Limit sudden change in sales.

(c) Make customers faithful to the brands.

Price- fix Strategy Choices:

1. One- Price Strategy.

2. Flexible Pricing Strategy.

3. Product- Line Pricing Strategy.

4. Bundle- Pricing Strategy.

5. Price- Leadership Strategy.

6. Pricing Strategy to build market share.

27

Among the price- fix strategies, Sajeeb Corporation uses the ‘One- Price Strategy’ which is

characterized by the following:

One- Price Strategy:

To Charges the same prices, to all customers under similar conditions and same quantities.

Objectives:

(a) To simplify pricing decisions.

(b) To maintain goodwill among customers.

Requirements:

(a) Detail analysis of the firm’s position and cost structure as compared with the rest of

the industry.

(b) Information concerning the cost variability of offering the same price to everyone.

(c) Knowledge of the economics of scale available to the firm.

(d) Information on competitive prices, information on the price, that customers are ready

to pay.

Expected Results:

(a) Decreased administrative and selling cost.

(b) Constant profit margins.

(c) Favorable and fair imagine among customers.

(d) Stable market.

Promotional Strategy Choices:

1. Promotional- Expenditure Strategy.

2. Promotion Mix Strategy.

3. Media- Selection Strategy.

4. Advertising Copy Strategy.

5. Selling Strategy.

6. Sales Motivation and Supervision Strategy.

28

Among all these promotional strategies, Top juice is using mainly the “Promotion- Mix

Strategy” which is characterized by the following attributes:

Specifies the roles that the three ingredients of promotion ( advertising and sales promotion )

play in promoting a product is called promotional mix strategy.

Objectives:

To seek the better positions in the market.

Requirements:

(a) Enough advertisement both in the local newspaper and also in the television or

radio.

(b)Some kinds of motivation factors or incentives for the distributors, that they can be

inspired to sell more Top juice on a regular basis.

Expected results:

(a) More customer response in the market.

(b) To increase sales.

(c) Growth of market share.

29

Chapter – 3

Findings

30

Facilities of the organization:

Sajeeb Corporation offer many facilities for its employees, customers, consumers, and

distributors. The facilities of the organization are given below:

Own Transportation:

Sajeeb Corporation provides free transportation facility to their distributor. They have

sufficient number of vehicle to distribute Top juice.

Better internal communication:

Communication system can play vital role to work quickly. This helps to achieve the

organizational goal.

Security system:

Every organization should ensure the security system for their safety. So Sajeeb

Corporation has taken strong and sufficient security system to prevent the critical disaster

situation. The disaster is like any attack from outside enemy.

Storage system:

There is sufficient stores capability and they can supply their products in time.

31

Quality control panel:

Like other company there is a quality control panel in Sajeeb Corporation. Top Juice

Company never compromise with quality.

Sufficient use of computer:

This organization gives the interest on using of computer broadly. They use the computer

in every sector.

Lacking of this company:

1. Limited advertisement:

Advertisement is an important instrument for increasing sales but Top Juice Company

telecast a lot of advertisement.

2. Insufficient wage for the causal worker:

Sajeeb Corporation has many causal workers. The workers work hard for the company

but their wage is not sufficient as their hard work.

3. Not enough facilities for causal workers:

Causal workers do not get their wage timely. That’s why workers can’t do their work at

their best & their productive will be low.

Suggestions:

Increasing promotional activities with:

1. Discounts for buying in bulk.

2. Sticker/glass/other small gifts for buying more than two.

3. Print signs inside the cap that would provide the consumers either with gift

or with good luck statements.

4. Provide ‘luck notes’ inside the caps like fortune cookies.

5. By sponsoring games/ musical events/ art shows/ drama/ cleaning

Programmers/ school events/ etc which would bring the consumer closer to

Top Juice. And Sajeeb Corporation to be socially responsible company.

32

Advertising should be more concentrated on with use of present medias like

advertisement on TV’s, Radios, newspaper, and magazines & alternative media like

the following:

1. Huge Dummy Bottle in selected visible locations.

2. Neon signs in selected visible locations.

3. Paintings, Stickers and posters of Top Juice on the sided and panels of

Local as well as inter city buses.

Conclusion:

From the visiting of Sajeeb corporation we have identified that Sajeeb Corporation is

growing and identify their main weakness is insufficient promotional activities. A gap in

the market is also identified not explored by Sajeeb Corporation. On the other side,

distribution system is the strength of Sajeeb Corporation.

From strategic marketing point of view, we see that Top Juice is taking corrective steps in

almost all the way. In very few sides Sajeeb Corporation has lacking. Based upon this

facts recommended strategies would assist in the growth of Sajeeb Corporation in among

the fierce competition in the beverage industry.

33

A Report

On

Analysis of 4 P’s, 4 C’s and

Strategy of Top juice

Submitted by:

Sazzad Hasan Id: 06071101029

Humyra Khanom Id: 06071101039

Asma Alam Id: 06071101042

Submitted To:

Moniruzzaman

Lecturer of marketing

34

Date of submission: 30th August 2008

Bangladesh University Of Business & Technology (BUBT).

Letter of Transmittal

August 20,2008

Prof. Manruzzaman Course Instructor of Marketing Department of school of Business, Bangladesh University of Business & Technology (BUBT). Mirpur-2, Dhaka-1216.

Subject: Prayer for submission of report about “Analysis of 4P’s, 4C’s and Strategy of Top juice”

Sir, Here is the report of the study on “Analysis of 4P’s, 4C’s and Strategy of Top juice”We are very happy to submit this report on time to you. In this report we have tried to analysis, about recruitment & selection process of Sajeeb Corporation” You will be pleased that to prepare our report, we have tried to include all of possible information of the organization.

We are very much grateful to you for kind assistance. Thank you for your valuable time and cordial consideration.

Sincerely yoursSazzad Hasan On behalf of my group

35

Table of content

S.L Heading Page

01 Executive summary 02

02 Back ground of the study 04

03 Objectives 04

04 Methodology 05-07

05 Limitation of the study 08

06 Historical back ground of the company 10

07 Marketing mix 11

08 4P’s analysis 12-17

09 4C’s analysis 18-24

10 Strategy of Top juice 25-28

11 Facilities of the company 30-31

12 Lacking of the company 31

13 Suggestions 31-32

14 Conclusion 32

15 Bibliography 33

16 Appendix 34-39

36

Bibliography: (a) Principles of marketing- Philip kotler & Gray Armstrong.

(b) Company head office

(c) Company website: www. Sajeebcorp.com

37

38