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SINGER Bangladesh : The Holistic Marketing Approach

Table of Contents
INTRODUCTION..........................................................................................................................................1 SALES............................................................................................................................................................5 HOW DOES HOLISTIC MARKETING WORK?...........................................................................................................7 SINGER BANGLADESH..............................................................................................................................8 CORPORATE.....................................................................................................................................................8 LOCAL..........................................................................................................................................................11 SINGER’S MARKETING POLICY ......................................................................................................12 SINGER’S HOLISTIC MARKETING APPROACH .............................................................................15 INTEGRATED MARKETING................................................................................................................................16 PRODUCT LIST .............................................................................................................................................17 RELATIONSHIP MARKETING.............................................................................................................................19 INTERNAL MARKETING ..................................................................................................................................23 SOCIAL RESPONSIBLE MARKETING....................................................................................................................25 CONCLUSION.............................................................................................................................................28 REFERENCES.............................................................................................................................................29 APPENDIX....................................................................................................................................................30 HISTORY OF SINGER- A TIME LINE...............................................................................................................31

Introduction

BUS 620.1

Marketing Management

1

SINGER Bangladesh : The Holistic Marketing Approach A clever person once said, "Visions demand a strategy, strategy requires a plan." This is what is often overlooked or sidestepped by too many people involved in the marketing process today.

And when we say marketing process, we are not just referring to the brand or marketing manager. We are also referring to the advertising agency, the media placement agency, the online marketing agency, the sales, finance and HR departments, etc. In other words, all parties that are involved in opening the right doors to get the right leads for a business and then closing the deal. Ultimately it is the closed sale that signifies success.

Marketers can be accountable or take responsibility for many activities within an organization, but problems start when we are expected to make promises to the public by means of advertising and other marketing activities and the company's services or products do not meet these promises.

Everyone needs to be part of the plan. It's what we call holistic marketing. An approach that involves all players; a system based on partnerships where everyone has something to gain or lose by a campaign's success or failure.

The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and inter-dependencies. Holistic marketing recognizes that "everything matters" with marketing—and that a broad, integrated projective is often necessary. Four

BUS 620.1

Marketing Management

2

SINGER Bangladesh : The Holistic Marketing Approach components of holistic marketing are relationship marketing, integrated marketing, internal marketing, and social responsibility marketing. Holistic marketing is thus an approach to marketing that attempts to recognize and reconcile the scope and complexities of marketing activities. It all starts at the top. Top management (and yes, that includes the CEO and CFO) need to understand the requirements of their clients/customers. Being bottom-line driven is wonderful, but if you launch products/services before they are ready, or you have unmotivated call centers, you may have a company that will soon show a struggling bottomline.

An organization’s structure should not be hierarchical in nature but rather cyclical. One area feeding into another and ultimately being related to the whole.

The touch-points for the development and implementation for any campaign vary, but some of them include the following:

BUS 620.1

Marketing Management

3

. Or another way of looking at it. PR. and the advertising agency will have direction. Agencies Agencies are the companies that bring marketing strategies to life. Doing this will set on the right road to getting the message heard above the plethora of communication that is already taking place in our busy marketplace. live. To be able to do this. Plan. This is how they should be assessed. online agencies. and we are talking about advertising.. through e-mail campaigns. But the objective stays the same. it becomes very clear where deviations or activities implemented were detrimental to the success of the marketing project.1 Marketing Management 4 . Is their creative interpretation of a marketing strategy and a campaign brief spot on? One will get the best out of the agencies if have a marketing plan as a blue print.. through focus groups. One should use a creative approach that will 'talk' to prospective clients. your key competitors and your core positioning. BUS 620. know your target audience(s). breathe. through desktop research. one need to know the market.. smell the company's brand. Directly. The number of access points is limitless.. have a marketing strategy up front.. interact with the client.SINGER Bangladesh : The Holistic Marketing Approach Marketing The process must start with the marketing department. Some companies don't understand why their existing advertising campaigns are not effective. Once the marketing strategy is done based on research. eat. These are the people who should know. They put color to the canvas.

in all cases. delivered. someone who becomes his "service manager". Or if that isn't possible. This will quickly become a measurement to see if a specific campaign is working or not. And we all know that most companies are bottom line driven. what may have started of as a good experience for the client will quickly change.1 Marketing Management 5 . but it's vital. Finance Money is a hot topic for many people and if not dealt with sensitively. have a brilliant telephony system where all information can be logged. but don't become so driven that this is the overriding matter ignoring service levels. etc. If this is not done timeously. These changes need to be fed back to the marketing department regularly. the product must be installed.. Deal directly with the client on a daily basis. BUS 620. relationships can be severely hampered. Make the sale. If the sales process happens by means of a call centre scenario one have to ensure that each client is designated a key account person. They see the nuances and feel the changes in sentiment.where did clients hear from our company etc. employee morale and the customer experience. Talking about logging call centre should also be one of the most important research tools . Operations Once the sale is made. Communication may be a cliché.SINGER Bangladesh : The Holistic Marketing Approach Sales These are the people that close the deal. Credit controllers (although they probably have the most challenging job this side of the mountain) should always be courteous . effectively and efficiently..

within budget. it will mean zero.1 Marketing Management 6 . And service is as basic as returning calls . And back to Marketing This is the department that needs to be the silver thread. Following-up and following-through. BUS 620. taking responsibility and being accountable are all basics. long-term clients. Customer Services This department makes sure that new clients become valued. A marketer can have the most brilliant strategy and the hottest campaign.SINGER Bangladesh : The Holistic Marketing Approach Product Development This needs to be a thorough process. but if that product or service doesn't deliver. That clients' stay with the company by maintaining services levels and delivering on expectations.not three days later. but immediately. And once again it is top management that sets the service standard. The people that start the spark and keep it burning bright by bringing the right people together to make it happen on time against objectives and of course. developed for a defined audience with a defined need. yet magical tools.

Traditional Marketing looks at a service. Then one need to understand the customers with whom you've been successful and why. what position do it hold in its customers' minds.1 Marketing Management 7 . Do what needs to be done to make it happen. and so on. by the whole company and agencies. and the natural connections between and among all the business elements to discover what methods and messages will appeal to each customer. Marketing needs to be owned. First one wants a business profile which includes such things as what his/her current image is within the industry. brainstorm and give ideas. its target markets. no one area can be isolated or seen as being more important than another.com/primer. ask. 2. How does Holistic Marketing work? 1. what the business style might be. Holistic Marketing looks at the whole business.htm In short. If all the details are not listed. its vision and goals. BUS 620. product or product line and the message needed to sell to a customer base.SINGER Bangladesh : The Holistic Marketing Approach Source: http://emedwriter.

Once one have a clear picture of the business and customers. one then need a plan that will guide toward the vision one imagines and help to accomplish both shortand long-term goals. Little did he realize that the newly formed I. 4. SINGER. with a borrowed capital of only $40. one needs the right messages aimed at the right people to implement the marketing plan.1 Marketing Management 8 . were selling for $100. His fascination with early attempts at automating the sewing process grew and by 1853. manufactured in a New York City factory. the first SINGER machines. SINGER Bangladesh Corporate In 1851.SINGER Bangladesh : The Holistic Marketing Approach 3. At the age of 38. And. had an exceptional aptitude for mechanical things. given all that. I. a native of Troy. Isaac Merritt SINGER set up a company to manufacture and sell a revolutionary product – a machine to automate and assist in the making of clothing. SINGER and Company was destined to become the world leader in the manufacturing and distribution of sewing related products and that the SINGER brand name would one day become famous around the world. he spent his early adulthood as an actor. Next one need a clear picture of the internal processes and how they impact both the customers and prospects. As a youth. 5. M. Born in 1811. with a first prize at the World’s Fair in Paris. New York. M. SINGER originated BUS 620. One would be surprised how often internal processes actually tell the customers one don't want to do business with them. Two years later. he settled in New York City and devoted his time to become an inventor.

with annual sales of 20. SINGER introduced the first electric sewing machine. Scotland.000 machines.000. world sales exceeded 500. many exciting developments had taken place within SINGER Manufacturing Company.350. SINGER’s rich heritage had become firmly established around the world.SINGER Bangladesh : The Holistic Marketing Approach the “hire-purchase” plan to increase sales. the SINGER Sewing Machine Company. over half of SINGER’s sales in developing countries uses this method of payment to generate sales and additional income. the newly incorporated SINGER Manufacturing Company held 22 patents. This example was repeated in other parts of the world over time. the governess to the King of Siam presented a sewing machine to the King. BUS 620. In 1863.000 machines. In 1885. SINGER opened its first sewing machine factory outside of United States in Glasgow. Additional factories were established in the United States and within no time. This plan was to have almost as much influence as the brand name itself. SINGER Thailand provides an early example of this heritage. By turn of the century. one of the best known emblems – the Red “S” Girl trademark – became familiar worldwide. was established to handle sales and distribution in the Western Hemisphere and beyond.1 Marketing Management 9 . the company claimed an 80 percent worldwide market share. By 1880. with sales heading towards 1. Today. heralding SINGER’s presence in Thailand. Ten years later. a separate subsidiary. By 1890. In 1867. In 1904. the first company ever to do so. At this point.

introduced its first electronic sewing machine. The 47 stories building. BUS 620.1 Marketing Management 10 . SINGER’s manufacturing facilities are now strategically located around the world with major facilities in Brazil.SINGER Bangladesh : The Holistic Marketing Approach In 1908. SINGER's manufacturing base of electronic and electrical products gradually spread in Asia. Middle East. and in 1975. East Africa. the SINGER Building at 149 Broadway in New York was inaugurated. which was the tallest in the world at the time. India and China. It acquired Packard Bell Electronics in 1966 and General Precision Equipment Corporation in 1968. In 1960 SINGER Corporation brought a change in the business philosophy of the company.SINGER began diversification of its product range. Today SINGER's name is synonymous with household goods across the World. SINGER soon moved into the manufacturing of industrial sewing machines. Latin and South America. After dedicating more than a hundred years to manufacturing and marketing one single product – the sewing machine -. remained SINGER’s corporate headquarters for the next 54 years.

The first operation of SINGER in Bangladesh began more than 100 years ago.e.1 Marketing Management 11 . A change in the investment policy in 1979 created new business opportunities and SINGER registered as an operating company. it was also listed with the Chittagong Stock Exchange. The presence of SINGER in Bangladesh dates back to the British Colonial era when the country was a part of the Indian sub continent. SINGER in East Pakistan operated as a branch of SINGER Pakistan.SINGER Bangladesh : The Holistic Marketing Approach Local 100 Years Of Operation In Bangladesh The presence of SINGER in Bangladesh dates back to the British Colonial era when the country was a part of the Indian sub continent. In 1983 the company was listed with Dhaka Stock Exchange (DSE) and in 2001.e. The first operation of SINGER in Bangladesh began more than 100 years ago. With the emergence of Bangladesh on December 16. BUS 620. Later two sales centers were set up in Dhaka and in Chittagong. i. in the year 1905. Later two sales centers were set up in Dhaka and in Chittagong. in the year 1905. After the partition of the sub-continent in 1947. 1971. the East Pakistan Branch Office was elevated to a Country Office. i.

As a retail company. New York City. the King was introduced to the "Great Civilizer.SINGER Bangladesh : The Holistic Marketing Approach SINGER’s Marketing Policy SINGER Bangladesh has a unique retail network. This is absolutely authentic. thinly disguised as a news report about the end of the SpanishAmerican war. 149 Broadway. the King of Ou (Caroline Islands) came to pay homage to the Government of Manila.1 Marketing Management 12 . A late nineteenth century advertisement. It is a half-toned plate made from the original photograph. SINGER is the only company in the country with such an extensive retail network. which can be seen any day at the office of the SINGER MANUFACTURING COMPANY. in front of a SINGER Sewing Machine: At the close of the recent war." the SINGER sewing machine. with his Secretary of State standing beside him. mesmerized. marketing consumer durable products. BUS 620. These are strategically located all over Bangladesh. features the King of the Caroline Islands sitting. As the best means of advancing and establishing a condition of things that would prevent all future outbreaks. seated at the SINGER sewing machine. SINGER’s efforts have been focused on the store-merchandising concept. SINGER's international reach became its greatest advertising gimmick. Its products are sold through 230 outlets across the country. The company has successfully given a different perspective to all the retail stores keeping in mind what makes up for a good shopping experience. and we have here his photograph.

taking credit for raising the standard of living and improving the social and cultural habits of the world's population through its products.1 Marketing Management 13 . Millions of sets of these cards were made and given away at the Fair. BUS 620. called "Costumes of the World. SINGER commissioned a famous series of 36 trade cards. The backs of the cards are astonishing in the colonial attitude they reveal. dressed in their national costumes.SINGER Bangladesh : The Holistic Marketing Approach In preparation for Chicago's 1892 Great Columbian World Fair. putting out an ever-expanding series of cards depicting their international operations until the onset of the first world war. they proved so popular as a window on the world that SINGER commissioned more. SINGER had adopted from emperors and kings the role of "civilizer"." which were made from photographs taken by its agents of customers in different countries.

until after World War II. fullpage ads in women's magazines worldwide.the company never successfully made the transition to radio and television advertising. SINGER advertising continued to be innovative. SINGER's advertising budget surpassed $1 million per year. all over the world.SINGER Bangladesh : The Holistic Marketing Approach By the 1920s. with colourful. After that SINGER's management grew increasingly anachronistic . BUS 620. far larger than that of any other company in the world.1 Marketing Management 14 . It peaked in the 1950s.

Figure below provides a graphic overview of four broad themes characterizing holistic marketing. Marketing Department Senior Management Communications Products and Services Internal Marketing Other Departments Integrated Marketing Holistic Marketing Channels Environmental Ethics Social Responsible Marketing Legal Community Customers Relationship Marketing Channel Partners Figure: Holistic Marketing Dimensions BUS 620.SINGER Bangladesh : The Holistic Marketing Approach SINGER’s Holistic Marketing Approach Holistic marketing is an approach to marketing that attempts to recognize and reconcile the scope and complexities of marketing activities.1 Marketing Management 15 .

to determine what consumers want and what they are willing to pay for. Marketing theory and practice is justified in the belief that customers use a product or service because they have a need. Once a marketer has converted the prospective buyer.SINGER Bangladesh : The Holistic Marketing Approach Integrated Marketing A market-focused. or customer-focused. Marketers depend on insights from marketing research. and then builds the product or service. and improving the product/service continuously to protect the business from competitive encroachments. nurturing the links. For a marketing plan to be successful. enhancing the benefits that sold the buyer in the first place. organization first determines what its potential customers desire. both formal and informal. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. The offer is also an important addition to the 4P's theory. Marketers hope that this process will give them a sustainable competitive advantage. base management marketing takes over. Marketing management is the practical application of this process.1 Marketing Management 16 . the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. The process for base management shifts the marketer to building a relationship. or because it provides a perceived benefit. SINGER has been doing this for years with its broad range of products. BUS 620. Its has been successful in gaining new customers as well as retain existing one’s through its strong brand image creating brand loyalty. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management).

SINGER is clear about the benefit it offers and how the customer’s life or work will be improved if he or she buys what it sell. THE PRICE: SINGERs pricing strategy is low cost focus. THE PRODUCT: Signer defines it in terms of what it does for its customer.SINGER Bangladesh : The Holistic Marketing Approach Product list Air Conditioner Colour Television Computer Dish Washer DVD Player Electric Kettle Electric Oven Fan Generator Instant Power Supply Iron Kitchen Appliances Microwave Oven Motor Cycle Radio Cassette Recorder Refrigerator Room Heater Sewing Machine Vacuum Cleaner Washing Machine Water Heater 1. 2. BUS 620. SINGER has built a reliable brand image in its customers mind. It has focused on mass market segment with its low cost strategy. However. SINGER is not viewed as extremely expensive products. even with low cost it has ensured quality for all of its product groups.1 Marketing Management 17 .

packaging. BUS 620. salespeople and sales methodology. Its products are sold through 230 outlets across the country. The company has successfully given a different perspective to all the retail stores keeping in mind what makes up for a good shopping experience.SINGER Bangladesh : The Holistic Marketing Approach 3. As a retail company. THE PROMOTION: Promotion includes every aspect of advertising. SINGER has promoted its products in such a way that it has reached even in the villagers perception of serving low cost quality products. These are strategically located all over Bangladesh. SINGER’s efforts have been focused on the store-merchandising concept. THE PLACE: SINGER Bangladesh has a unique retail network.1 Marketing Management 18 . brochures. 4. marketing consumer durable products. SINGER is the only company in the country with such an extensive retail network.

g. It has a network of retail outlets as well as partners in business throughout the globe. to a longer term relational approach to brand marketing. and from a short-term transactional. from telling and selling. “As a retailer our primary concern is offering our customer the widest range of quality products at affordable prices with great customer service. from last-in-line function to corporate-credibility champion. A slightly less reductionist view would.” BUS 620. at a profit. so that the objectives of the parties are met. This is achieved by a mutual exchange and fulfillment of promises. 1997). SINGER has been able to maintain its relationship focus of marketing throughout years to ensure holistic marketing. grant the notion of relationship marketing at least with the role of keeping the managers focused on a long term customer orientation. to customer involvement.SINGER Bangladesh : The Holistic Marketing Approach Relationship Marketing The purpose of relationship marketing is to maintain and enhance relationships with customers. others have objected to the notion of relationship marketing as a ‘paradigm shift’ (e. and other partners. President and CEO of Signer Asia Mr. however.1 Marketing Management 19 . Gavin Walker said. Petrof. noting that satisfying and keeping customers has always been the core of marketing concept. from customer manipulation. McKenna (1991) suggested that increased interest in establishing relationships with customers represents a fundamental shift in the role and purpose of marketing. to communicating and sharing knowledge. In contrast.

singerbd. In practice. Its has strategically divided its market 6 divisions and they have implemented 4 territories and these territories are its retail outlets scattered all over the country. SINGER does it through offering various customized offerings for its distinct groups of customers thereby keeping an on every potential and actual buyers of its products to ensure no one is left out.1 Marketing Management 20 . BUS 620.com/press_release.htm) Its partnership with other big brands has been facilitating consumers’ needs fulfillment as well as its focus of keeping holistic marketing approach. advances in IT and the consequent emergence of direct marketing and Internet shopping have promoted even mass marketing companies to seek the development of distinctive ‘relationships’ with individual consumers. This has been also practiced in SINGER. and the advantages (consequences) for either party. Recent literature has focused on the motivations (antecedents) for either marketers or consumers to establish a mutual relationship. SINGER tries to maintain one-to-one relationship with its customers.SINGER Bangladesh : The Holistic Marketing Approach (http://www. For example. SINGER has 72 sales agents through out the country. it has made a partnership with Samsung as being the new distributor of its consumer electronics products in the country.

SINGER has a wide variety of products in its bundle. From the consumer’s perspective. The consumer focus implicit in the idea of relationship marketing entails that marketing practices become more effective because different consumer values are recognized and individual consumers’ needs are better addressed. having a long-term relationship with a supplier can reduce consumer stress as the nature of the relationship becomes predictable initial BUS 620.SINGER Bangladesh : The Holistic Marketing Approach Antecedents From the marketers point of view. With its wide variety of offers such as installment facilities. Consequences Relationship marketing has the potential positive consequence of improving marketing productivity. consumer loan etc it has ensured every customer groups are addressed properly. facilitate information processing. Thus the relationship created with a customer through one product can be easily shifted to other products which ensures strong stickiness of customers with SINGER. At the same time. SINGER has focused on the need of every customer groups. and maintain cognitive consistency and psychological comfort. reduce perceived risks.1 Marketing Management 21 . Motivations for relational behavior are to simplify buying and consuming tasks. increased marketing efficiency is achieved through improved consumer retention and the resulting higher profits. since it is believed to be cheaper to retain existing customers than to seek new ones. it stresses the importance of maintaining and enhancing the consumer relationships.

This has ensured its holistic marketing approach as its overall marketing strategy. SINGER has been satisfying the needs of its customers for years. customers as well as its internal resources such as wholesale network and non-exclusive retail outlets.SINGER Bangladesh : The Holistic Marketing Approach problems are solved. and increases consumers’ confidence in their expectations being met. BUS 620. Trust between the company and the consumer may be promoted by a relationship between both parties.1 Marketing Management 22 . Building a relationship based on trust is especially important in instances whereby consumers find it difficult to evaluate alternatives not only prior to. SINGER stresses the importance of having strong partnership with other companies so that it can provide superior service and products to its customers. By creating partnerships with various other companies such as Samsung. A trust-based relationship in effects acts as a guarantee of quality. through its relationship with partners. has achieved its goal of reaching customer instead of customer searching for it. reduces perceived risks. special needs are accommodated. This ultimately simplifies consumer purchase decisions. SINGER. and the consumer learns what to expect. but after purchasing. It is impossible to imagine SINGER without its non-exclusive retail outlets since without these it would not have reached such a mass market in such a deeper level. Thus this relationship with various parties has ensured SINGERs holistic marketing approach through relationship marketing.

2.SINGER Bangladesh : The Holistic Marketing Approach Internal Marketing Internal marketing is an important 'implementation' tool. particularly in larger firms. 3. Just let everyone in the firm know what services the firm offers and who provides them. at least four obstacles can impede effective internal marketing: 1. When a firm reaches a certain size (probably more than 25 or so) or opens multiple offices that informal system tends to disintegrate unless it fosters a culture that values interdepartmental or interoffice communication and cooperation. Practical internal marketing is a process that educates all employees about the firm’s services and who in the firm provides them. It aids communication and helps us to overcome any resistance to change.1 Marketing Management 23 . the possibility of a breakdown in communication and trust increases when a firm hires specialists in a given area. Although the process seems simple. They’re busy. and involves all staff in new initiatives and strategies. Employees simply talk to each other and develop relationships on their own. Often. SINGER has a data base of its retail network as well as its sales agents along with detail data about their phone number and others which enables quick and efficient contact with every single person involved with SINGER. they’re often introverted. It informs. the internal marketing process is informal at best. They can’t see BUS 620. Adding to the complexity. Most professionals won’t make the effort to get to know other team members. and they’re rewarded and recognized primarily for racking up billable hours.

Jumping the Hurdles None of these problems is insurmountable. It lets its most energetic speakers represent each group.SINGER Bangladesh : The Holistic Marketing Approach what’s in it for them as individuals when it comes to internal marketing. SINGER rewards and recognizes the people who let clients know about new services • Discuss results honestly. internal training is relegated to either a department head or the most technically astute employee. An energetic. Too often. • Use star performers. Here are a few techniques SINGER has used to increase the effectiveness of its internal marketing efforts: • Begin with new employee orientation.. what makes them useful. and generate excitement about the service. Sharing both successes and failures enables people to understand the complexities of the firm’s different services. and what services clients are and aren’t accepting. It’s absolutely not the time for displays of hot air. But SINGER has its own human resource department which takes care of these issues. The important thing is to have very best presenter do the training. Encourage new employees to visit individuals in other departments after they’re settled. Instead of burdening new employees with a recitation of personnel policies they could easily read on their own.1 Marketing Management 24 . Trust builds when people are honest with each other. It conducts regular internal training sessions on all services. likable. SINGER conducts marketing meetings effectively. introduce them to the firm’s services and experts. It discusses about which internal marketing efforts are working and which aren’t. • Cheer on the team. It is also a unique opportunity for problem solving. enthusiastic team member will help capture the attention of others. BUS 620.

BUS 620. Embroidery. Creates an opportunity for students who pass out successfully to open their own Franchise Schools in their community. environmental. Stitching and Cutting to the students. Helps the Franchise School teachers earn a reasonable income from the fees while they give hands on training on Sewing. The cause and effects of marketing SINGER SEWING ACADEMY The Sewing Academy is an embodiment of SINGER’s social commitment and its resolve to bring the company closer to the people and the community. The Academy. a total of 73 Franchise Sewing Schools located in different parts of the country extends support to the Sewing Academy.1 Marketing Management 25 . She is provided a Sewing Machine free at the time the school is opened. Currently. and social context of marketing activities and programs. legal. thereby keeping the cycle of sewing -learning income generation alive. Keeps the art of machine sewing alive and well. The sewing instructor is usually a student who has completed a training course at the Sewing School. extends its services to the underprivileged women of the society for income generation.SINGER Bangladesh : The Holistic Marketing Approach Social Responsible Marketing Holistic marketing incorporates social responsibility marketing understanding broader concerns and the ethical.

EMPLOYMENT OF THE UNDERPRIVILEGED UCEP(Underprivileged Children’s Education Program) works with the underprivileged children for their upliftment. while many others are retained by local Garment Industries/Tailoring Shops. the Sewing Instructors provide training to approximately 2000 students. including Bangladesh. These BUS 620. upon completion of a training course. A considerable number of SINGER Sewing School trained students are now working in different garments factories. a huge number of children were laid off in many countries.SINGER Bangladesh : The Holistic Marketing Approach On an average each year. This Certificate from the SINGER Sewing Academy is held in high esteem by both the Government and Bangladesh Garments Manufacturer and Exporters Association.1 Marketing Management 26 . students work at home and supply garments to local boutique shops. In some cases. On completion of this training the trainees are absorbed in different organizations. ILO CHILD LABOR ELIMINATION PROGRAM In 2000 the European Union and the United States of America took a strong stand to stop child labor (age below 14 years) in the garments industry. is provided with a Certificate in a simple ceremony. This is done by providing technical training on different trades. SINGER can proudly say that all the assembly crew working at SINGER Electronic Complex are from UCEP. Consequently. A student. Recruiting from UCEP is an on going process.

SINGER. has been extending its support to a number of social projects in different forms. it creates opportunities for a better pay package. and helped the student to join the training the next day. as part of its social commitment. a training program was organized where there was virtually no dropout. Even if some one did not turn up on a particular day. cutting and embroidery training. The Certificate of Completion is provided to all participants and is held in high esteem by the companies willing to recruit trained personnel in Sewing. BUS 620. The laid off children were picked up by the Geneva based International Labor Organization (ILO) which came up with a plan to develop their technical skills. SINGER undertook a joint partnership agreement with ILO for training the displaced under-aged garment workers so that they could develop the necessary expertise in sewing. SINGER also contributes to the promotion of sports and culture in Bangladesh. Certificates are awarded in a function which is attended by ILO Officials. And for the students. Reflecting the spirit of social commitment.1 Marketing Management 27 .SINGER Bangladesh : The Holistic Marketing Approach children were school dropouts and had found employment in garment industries to support their families. Care was taken to ensure that every student was present in the classroom. ILO decided to go for sewing. the teachers investigated the reason. At the end of the program. Under the partnership agreement. This is quite an unusual phenomenon considering the past history of drop out of almost all participants.

Because of gradual implementation of holistic marketing approach it has sustained in a very competitive market with success. Holistic Marketing looks at the whole business.SINGER Bangladesh : The Holistic Marketing Approach Conclusion Traditional Marketing looks at a service. and the natural connections between and among all the business elements to discover what methods and messages will appeal to each customer. Businesses have growing and integration within and outside the organization have been more efficient. its target markets.1 Marketing Management 28 . its vision and goals. product or product line and the message needed to sell to a customer base. Singer Bangladesh has already started implementing the holistic marketing concept in their business strategy and have already observed the significant changes in their outcomes. BUS 620.

Roberto. • www. 1971. 12e. Philip and Eduardo L. • VicHealth History: Major Events and Milestones • Review article Neiger.L.1 Marketing Management 29 . Positioning Social Marketing as a planning process for health education. Marketing Management.com BUS 620. Keller. P. Social Marketing.SINGER Bangladesh : The Holistic Marketing Approach References • Kotler. and K. • Kotler. Printice Hall 2006.singerbd. Brad.

1 Marketing Management 30 .SINGER Bangladesh : The Holistic Marketing Approach Appendix BUS 620.

starting in Paris.M. -Unit sales top 3. Branch office opens in Glasgow. M. New York.SINGER Bangladesh : The Holistic Marketing Approach History of SINGER." is introduced. -SINGER opens an operation in Brazil.000 a year. SINGER & Co. 1851 Isaac Merritt SINGER forms I. 1855 SINGER becomes the world's largest sewing machine company. The first SINGER sewing machines. Within two years. The Company is renamed SINGER Manufacturing Company. SINGER & Company with New York lawyer Edward C. The SINGER Sewing Machine is offered for sale all over the United States. sets up corporate offices and a manufacturing facility in New York City. SINGER is the leading manufacturer and marketer of sewing machines in the United States. making it the world’s first international company. 1853 I. Scotland.A time line 1811 Isaac Merritt SINGER is born in Schaghiticoke. sell for $100 each. 1857 First SINGER showroom and headquarters are located at 458 Broadway. New York City. SINGER begins overseas expansion. 1852 SINGER patents a tension device. manufactured in New York. the prototype for all installment selling or time payment purchases. the "Grasshopper. A SINGER sewing machine is awarded a first prize at the World's Fair in Paris. BUS 620. 1859 SINGER receives first of three patents for lock-stitch vibrating shuttle machines. 1856 Edward Clark introduces the hire-purchase plan.1 Marketing Management 31 . following the first lockstitch sewing machine patent. -SINGER opens three manufacturing plants in New York City. Clark. France. 1858 The first lightweight domestic machine.

SINGER Bangladesh : The Holistic Marketing Approach 1861 Foreign sales exceed U. 1871 SINGER's Bridgeton factory becomes the largest in Britain. BUS 620. 1866 SINGER patents an oscillating shuttle sewing machine. Canadian manufacturing begins. sales for the first time. SINGER dies in Torquay. 1865 The "New Family" sewing machine is introduced. Unit sales reach 180. Indiana.000 machines. Branch office opens in Hamburg. Germany. New Jersey becomes the site of a large.000 a year.000 home sewing machines are being sold annually. The SINGER Manufacturing Company opens sales and distribution centers in England. the SINGER Manufacturing Company becomes a New Jersey Corporation under a special charter. 1870 The SINGER Company sells 170.M. 1868 Cabinet factory opened in South Bend. state-of-the-art manufacturing facility. Some 20. becoming one of the most recognized trademarks in the world. holding 22 patents and with capital assets of $550. The trademark is produced in several languages. The SINGER Red “S” girl trademark makes her debut. 1867 SINGER opens its first factory outside of the United States -.000. 1873 With the official opening of the factory in Elizabeth port.S. Scotland. 1872 Elizabeth port. Additional factories are established in the United States. 1880 SINGER sewing machine sales worldwide exceed 500. England at age 63. 1875 I.000 machines. 1863 The company is incorporated as the SINGER Manufacturing Company.in Glasgow.1 Marketing Management 32 .

1890 SINGER claims 80% worldwide market share in sewing machines. 1883 SINGER opens the largest sewing machine factory in the world in Kilbowie Scotland to meet growing demands in Europe. John's. Austria.35 million machines worldwide. 1905 SINGER acquires Wheeler and Wilson Manufacturing Company. 1892 SINGER develops a commercial zigzag machine. SINGER Sewing Machine Company becomes the sales and distribution division of SINGER Manufacturing Company. Russia.1 Marketing Management 33 . Kilbowie. Canada. Scotland factory renamed Clydebank. Canada and Floridsdorf. with a clock tower almost 200 feet tall – the second tallest in the world at the time – at one point employed 12.SINGER Bangladesh : The Holistic Marketing Approach 1881 Factory opens in Cairo.000 workers. Quebec. 1884 Statue of Liberty. 1903 Annual sales reach 1. 1882 Factories open in Montreal. 1904 New factories opens in Wittenberge. Prussia and St. Quebec. Russian corporate headquarters. 1902 Factory opens in Podolsk. 1891 First use of electric motor to power a commercial machine. opens. Illinois. The "SINGER 66" is introduced. 1889 SINGER introduces the first practical electric sewing machine. The factory. is given to U.S. believed to be in Isabella SINGER's likeness. BUS 620. supporting Russia's first steel girder structure. 1900 SINGER Company produces 40 different sewing machine models.

000 models. The building was SINGER’s corporate headquarters for next 54 years. 1952 SINGER introduces the "Slant-O-Matic.1 Marketing Management 34 . South Carolina. Factories open in Monsa. launching SINGER’s strategy of diversification beyond sewing machines. SINGER recovers from World War II set backs when sewing machine production was suspended.000 housewives. Brazil opens. 1913 SINGER sales reach 3 million machines worldwide. 1927 The first SINGER Sewing Center.000 people and producing 3. SINGER purchases the Standard Sewing Machine Company. Italy and Bounieres. 1949 SINGER develops Model 95K capable of 4. offering sewing courses. it was the first skyscraper and the tallest building in the world at the time.SINGER Bangladesh : The Holistic Marketing Approach 1907 Factory opens in Bridgeport. 1921 SINGER introduces the "Portable Electric. 1908 SINGER Building at 149 Broadway in New York City opens. France. 1933 SINGER introduces its "Featherweight" at the Chicago World Fair.000 stitches per minute. Standing 47 stories. 1929 Nine worldwide SINGER manufacturing facilities are in operation. reaching $307. Connecticut." an electric-motor powered model 99K." its first zigzag machine.8 million in sales during its centennial year. is introduced in New York City. BUS 620. 612 feet tall. 1950 Plant opens in Anderson. employing 27. 1955 New factory in Campinas. First vacuum cleaner introduced. 1951 SINGER Sewing Centers train an estimated 400.

Annual Sales reach $2. the world's first computer-controlled machine. In August. shareholders number over 60.000. These machines are built with "Duratec. plus steam bursts for stubborn wrinkles. and SINGER employs nearly 120. 1978 SINGER introduces the Touchtronic 2001. BUS 620. The Magic Steam Press cuts ironing time in half and includes a variable temperature control and automatic shut-off safety feature. 1991 SINGER celebrates 140 years of innovation. 1973 Company stock listed on the London Stock Exchange.1 billion.000 people worldwide. In the following years the Company will make acquisitions in electric and electric test equipment and office machinery. 1963 The SINGER Manufacturing Company changes its name to "The SINGER Company. including Packard Bell Electronics (1966) and General Precision Equipment Corporation (1968). 1975 SINGER introduces the world's first electronic sewing machine. and can even sew sideways. 1985 SINGER introduces an entire new line of state-of the-art sewing machines with models designed to meet individual needs and budgets. 1989 SINGER introduces the 9900 unlimited with the largest microprocessor ever incorporated in a sewing machine. These easy to use sewing machines range from basic to the most sophisticated and include a top-of-the-line electronic sewing machine which has the capacity to produce an unlimited number of stitch patterns. 1990 The Magic Steam Ironing Press.5 billion. the company goes public with an initial public offering of 16.300 shares. monograms and embroideries. the Athena 2000.1 Marketing Management 35 .SINGER Bangladesh : The Holistic Marketing Approach 1960 SINGER begins to diversify.239. an at-home version of presses found in most tailor shops and dry cleaning stores is introduced." 1971 Consolidated sales reach $2." a unique material which is stronger and lighter than aluminum yet provides double insulation.

SINGER Bangladesh : The Holistic Marketing Approach 2001 SINGER again launches the world's most advanced home sewing and embroidery machine: the QUANTUM® XL-5000. The machine offers state of the art features such as a fully automated re-threading system. making it the most powerful and userfriendly system in the market. and the next generation of Professional Sew-Ware™. SINGER celebrates its 150th Anniversary.1 Marketing Management 36 . wind-in-place bobbin winding system. BUS 620.

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