Ummash Limited Strategy

Introduction

This is a feedback of the partial fulfillment of the term paper of the course, 'Marketing Management-201' as assigned by our course instructor.

Scope:

In Bangladesh, although there is no empirical study on actual demand for such product and service rendering organization, it is obvious that there is a considerable quantum of latent demand. But very few numbers of firms or agencies lead this market. At present, there are numbers of advertisement firms, including international, multi-national & national advertising agencies. But with professional zeal and qualification the leading number is not more than 10 such as - Asiatic LTD, Adcom LTD, Interspeed LTD, Expressions LTD, Gray Advertising LTD, Mattra LTD, Bitopi LTD (Source: Managing Director, "Ebong Srishty LTD", "Expressions LTD").

The name of the Company:

Ummash Limited (UL).

Objective:

The main objectives of the company are:

(i) To act as an aid to the marketing activities of different companies, organization, corporate bodies, firms and individuals.

(ii)To serve the clients of all levels through designing and preparing promotion mix, telecasting, and doing such other activities for promoting their products and services by using all kinds of available media in general and electronic media in particular.

(iii)To do all other activities related to marketing specifically promotional activities of products and services of any level what so ever permissible by the law of the land.

(iv) Another unique objective of our company is to provide ad help to up coming companies with optimal price and reasonable quality, which, they usually can't get from other, established companies at this level. Even to promote nonusers to make them user and potential users.

Corporate structure:

This is a private company limited by shares. Five contributors as shareholders are holding equal shears that is 20% for each in the company of which, initial paid up capital is Tk. 20,000,000 only divided into 5 ordinary shares, of each costs Tk. 4000,000.

Business Office:

Head Office at Motijheel Commercial Area, Dhaka.

Branch Office at Agrabad Commercial Area, Chittagong.

Demand:

In Bangladesh the promotional activities is not too much enriched with research and unique ideas. From our survey of competitors and consumer market we came to know that the situation for TV ad market from post liberation period up to 1990 was very poor. At that period TV ads were got made from foreign countries like India, Singapore with their professional technical support, electromechanical support and with excellent editing panel. ("Consultant & Chief of Marketing Department Mr. Kayes Choudhuri "Probaho"). Afterwards some leading ad firms took the opportunity for setting up TV ad firm with that international standard electromechanical support. But they are not serving the whole market especially with the high quality ad and are not providing ad help to up comers taking risk. So, the demand state is latent. The needs of the stated groups are not triggered properly. If we can convince them properly about their need for advertisement and can satisfy then we can increase our market growth rate.

Market Tasks:

Our task is to manage our demand carefully and successfully with the level of latent demand and to composite demand to the full one.

Concepts for our Marketing Strategies

Segmentation:

Elements Typical Traditional Divers Budding professionals

What really they want? Low cost Optimal cost & medium quality Uncompromising with quality Depend on there investment.

Occasional changes of an advertisement

Seasonal

Changes of an advertisement No change Modifies Occasionally Change Occasionally on Eid, Puja, and New Year etc.

?

No change Modifies Specially Give summer, winter advertisement

?

Duration period for an advertisement. More than 3 - 15 years. Between 1.5-3 years Below 1.5 years Depend on their growth.

Inner Benefit

Sought by them and they think to want, which is not stated to the company. My company gives TV advertisement, Even! We give advertisements with expensive stars & show our benefits through advertisement. My company belongs the exclusive & most attractive advertisement in TV. Give TV advertisement for awareness of our customer.

What types of user are they? Used once and again should use. X-user. Willing to use

Advertisement

Regular user with recent trained and ideas advertisement. Never used advertisement

What they really prefer while preparing advertisement? Very much traditional for making of advertisement. They look for what's the present culture for ad making. They want to reach their target market any how by the possible ideas of advertises. Price sensitive group. Their main focus is what's the price of the advertisement.

Revenue income rate of the company per year. Below tk 5 core. Between tk 5 - 30 core. More than tk 30 core. Uncertain

We segment our market in to 4 part based on our customer. 1st segment is "Typical" whose awareness for advertisement is typically very low, whose yearly profit are bellow 5 cores, mainly price sensitive and not heavy user. 2nd segment are "Traditional" who is very much influenced by the tradition of the advertisement from the beginning & who's per year income is with in 5 to 30 cores, want optimal quality