Marketing Plan of Mum Mineral Water

A Marketing Plan of Mum Mineral Water

Submitted To:
Shadrul Hassan Himel
Lecturer
Department of Business Administrarion
East West University
Submitted By:
Md.Abdul Kader Zelani
2-10-024)

(2009-

Bivas Joydhar

(2010-3-10-180)

Sayka Islam

(2010-3-10-286)

A.N.Asadullah

(2011-2-10-074)

Farzana Rahman

(2012-1-10-0173)

Subject: Marketing Management (mkt-201)

Department of Business Administration

Letter of Transmittal
9th, April, 2014
Shadrul Hassan Himel
Lecturer
Department of Business Administration
East West University
Subject: Submission of the Marketing Plan.

Dear Sir,
We are very pleased to submit this report, which has been prepared for the requirement of the
course MKT-201. We prepared this report with pleasure and enthusiasm since this research paper
augmented our knowledge about the Marketing Management.
We have tried our level best to complete this report properly within all the constraints. We
concentrated on areas that we believed would be the most relevant to make the report coherent as
well as possible.
It was a great pleasure for working on this report to learn some real life lessons and firsthand
knowledge. We would be glad to furnish you with any clarifications, if required.
Sincerely,

Md.Abdul Kader Zelani

(2009-2-10-024)

Bivas Joydhar

(2010-3-10-180)

Sayka Islam

(2010-3-10-286)

A.N.Asadullah

(2011-2-10-074)

Farzana Rahman

(2012-1-10-0173)

AKNOWLEDGEMENT

While the writing of this report had been difficult, the preparation for writing had been even
harder. It certainly would not have been possible without the help of many people and we would
like to acknowledge our appreciation to all those who had helped during the process.

First, we must express our gratitude to Shadrul Hassan Himel, our faculty, who helped us to
make this report. His guidance in helping us to separate the important and necessary details from
unnecessary certainly helped us to stay on the correct track and reduced our work somewhat.

Our gratitude goes out to all those people who helped during the difficult times when we felt like
work hard and ready to give up. Specially, our team works within the group helped us lot. Every
group member worked hard and tried to help each other and made the challenge easier also
interesting.

Lastly, we would like to thank our family who has been with us not only these few weeks, but
also during all the time of our life. They have been extremely patient and always willing to
sacrifice when it came to our studies. Without such our wonderful families, we do not think we
could have withstood all this semester, extremely difficult, months at East West University let
alone complete this report.

Table of Content
Topic

SL No.

Page No.

Executive Summary

06

Introduction

07

1.1

Origin

07

1.2

Objective of the Study

07

1.3

Scope of the Study

08

1.4

Limitation of the Study

08

1.5

Methodology of the Study

09

2.0

Background

10

2.1

Company Information

12

3.0

Analysis of the Consumer Behavior

13

Profile of target market

13

3.1.1

Demographic factor

14

3.1.2

Social factor

18

3.1.3

Other findings

19

Psychological factor

22

3.2

Memory

27

4.2

Recommendation and Conclusion

42

4.3

Bibliography

44

1.0

3.1

3.1.4

Company overview:
5

Bangladesh is a country of small & big rivers. In that country where lots of rivers are situated
consumers cannot purchase pure mineral drinking water. But the reality is different consumers of
Bangladesh buy MUM Pure Drinking Water in a very premium price. In 2001 Mum first
launched in the market. At that time Duncan, Everest & Aqua were the main competitors of
Mum. But those 3 brands were not able to capture consumers faithfulness. At that time Duncan
had a strong brand name but there supply chain was not too much strong. Duncan only targeted
push consumers. In the introduction level Mum was not able to enter consumers mind. During
2001-2002 water born diseases were the serious problem in Bangladesh. Consumers did not have
any faith in WASAS water. By that time consumers became more health conscious than before.
Mum very smartly raps that opportunity. They hardly try to enter consumers mind through
capturing consumers trust. Mum sponsored many political, social, religious, & sports events.
Mum used president, opponent leaders, teachers, religious leaders as a reference group. Mum
tried to sell bottled mineral water in many national political events. Sometimes they supplied
mineral water free in many religious events. As a result consumers knew the purity of Mum Pure
bottled mineral water. Strong reference groups always try to span the market of Mum. So Mum
easily entered ordinary consumers mind. Efficient use of 4PS is another success factor of Mum.
Design of Mum bottle is also draw consumers attention. Distribution system of Mum is very
efficient. Mum is able to supply bottled mineral water at any place at any time. Recently Mum
adds hotline service to receive consumers compile. In 2013 there is no doubt that Mum is the
market leader. Ensuring recent consumers solution base on high consumers loyalty &
satisfaction can be the success factor of Mum Pure Bottled Mineral Drinking Water.

This blog is base on the article of success factor of Mum Pure Bottled Mineral Drinking
Water. Which was published in Monthly Bazarzatkaran in November 2012?

Executive summary
6

LinkedIn is a social networking site for professionals. Many people use this for gathering
information, expanding professional network and for many other reasons.
We survey about LinkedIn to find out what people actually think about it. We find out most
people like & use this for making professional network. We also find out some people use this
site for effective information, connecting with professionals, conducting company research,
getting recommendations, connecting with friends etc. we find out people also like facebook &
twitter for making social network. Most of the people visit this site twice a week and spend at
least 30 minutes when they logged in this site. We also find out that what professional site they
usually visit and probability of visiting & creating an account in this site.

Origin of the report

It is mandatory to attend Presentation and submit a report in the BBA program of
the Department of Business Administration, East West University of Md.Abdul Kader
Zelani,Sayka Islam,Bivas Joydhar,A.n asadullah,Farzana Rahman

of 5 students ,

assigned the topic.

Objectives :
(I)

Broad objective

The basic objective of writing this report is to analyze the Mum mineral Water and find
out some unique ideas or techniques that will help to improve the performance of Mum Mineral
Water and increase its brand image among the people.

(ii) Specific objective

To introduce Mum Mineral Water limited.

To access the marketing mix and analyze the SWOT of Mum mineral Water
Salt.
To point out some measures Mum Mineral Water has taken to recover the
problems.

1.3 Scope:

Mun Mineral Water Was first established in 2001 .This term paper is know us mum mineral water
demand in Dhaka city and all other city. It is a comprehensive term paper based on structure questionnaire
survey, data calculation consumers opinion, our perception, knowledge and the prescribed textbook of
marketing management by our course instructor

Methodology:
The main objective of the research is which factors are affecting the customers
satisfaction of Mum Mineral Water and how much they put effect on customers
satisfaction.

Research Design This report is an entirely exploratory study. I prepared this

report by actually conducting all the activities that Ive enlisted in this report.
Method for preparing the report was Qualitative research.

Data collection To accomplish this report two types of data sources have
been used:

Primary Data

10

Secondary Data

Primary sources are:

Customers attitude towards Mum mineral Water
Mum Mineral Water Sales Person Behavior
Checkout Counter System
Flyers & Banners placement for discount
Salespersons Comments
Interviewing Customer Manager
Secondary sources are:
Mum Mineral Water Web
Competitors Report
Newspaper Articles
Other Web Articles

Research Questions:
1. Does Pricing, Packaging, Decorations of products have any linear impact on customer
satisfaction of Mum mineral Water?
2. Does Location, Customer orientation of the mart have any linear impact on customer
satisfaction of Mum mineral Water?
3. Does Product quality and Brand image have any linear impact on customer satisfaction of
Mum mineral water?
4. Do special offers have any linear impact on customer satisfaction of Mum mineral water?

11

Hypothesis:

Null Hypothesis:
Independent variables (Pricing, Packaging, Decoration, Special Offers, Location,
Customer orientation, Brand Image, and Product Quality) have no significant
relationship with the dependent variable (What criteria you consider while buying a
Mineral Water brand ?).So, the critical value of F is greater than the actual value of
F.

12

Alternative Hypothesis:
Independent variables (Pricing, Packaging, Decoration, Special Offers, Location,
Customer

orientation,

Brand

Image,

and

Product

Quality)

have

significant

relationship with the dependent variable (What criteria you consider while buying a
salt brand?).So, the critical value of F is smaller than the actual value of F.

13