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

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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

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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:

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

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

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

If all the details are not listed. Traditional Marketing looks at a service. its vision and goals. Holistic Marketing looks at the whole business. product or product line and the message needed to sell to a customer base. 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. by the whole company and agencies. First one wants a business profile which includes such things as what his/her current image is within the industry. what position do it hold in its customers' minds. 2.SINGER Bangladesh : The Holistic Marketing Approach Source: http://emedwriter.com/primer. BUS 620.1 Marketing Management 7 .htm In short. How does Holistic Marketing work? 1. brainstorm and give ideas. no one area can be isolated or seen as being more important than another. Do what needs to be done to make it happen. Then one need to understand the customers with whom you've been successful and why. its target markets. ask. what the business style might be. and so on.

SINGER. Once one have a clear picture of the business and customers. At the age of 38.1 Marketing Management 8 . SINGER Bangladesh Corporate In 1851. had an exceptional aptitude for mechanical things. 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. Two years later. the first SINGER machines. M. SINGER originated BUS 620. manufactured in a New York City factory. a native of Troy. 4. 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. with a borrowed capital of only $40. 5. M. were selling for $100. he settled in New York City and devoted his time to become an inventor. one needs the right messages aimed at the right people to implement the marketing plan. he spent his early adulthood as an actor. Born in 1811. Next one need a clear picture of the internal processes and how they impact both the customers and prospects. given all that.SINGER Bangladesh : The Holistic Marketing Approach 3. Little did he realize that the newly formed I. New York. As a youth. with a first prize at the World’s Fair in Paris. I. One would be surprised how often internal processes actually tell the customers one don't want to do business with them. one then need a plan that will guide toward the vision one imagines and help to accomplish both shortand long-term goals. And. His fascination with early attempts at automating the sewing process grew and by 1853.

world sales exceeded 500. Additional factories were established in the United States and within no time. In 1867. By turn of the century. was established to handle sales and distribution in the Western Hemisphere and beyond. with sales heading towards 1.000 machines. one of the best known emblems – the Red “S” Girl trademark – became familiar worldwide. At this point.350. a separate subsidiary.SINGER Bangladesh : The Holistic Marketing Approach the “hire-purchase” plan to increase sales. SINGER Thailand provides an early example of this heritage. with annual sales of 20. Today. over half of SINGER’s sales in developing countries uses this method of payment to generate sales and additional income. This plan was to have almost as much influence as the brand name itself. SINGER opened its first sewing machine factory outside of United States in Glasgow.1 Marketing Management 9 . By 1880. In 1885. This example was repeated in other parts of the world over time. By 1890. Scotland. many exciting developments had taken place within SINGER Manufacturing Company. SINGER’s rich heritage had become firmly established around the world.000 machines. SINGER introduced the first electric sewing machine. the newly incorporated SINGER Manufacturing Company held 22 patents. BUS 620. heralding SINGER’s presence in Thailand. Ten years later. the SINGER Sewing Machine Company. the governess to the King of Siam presented a sewing machine to the King. In 1863. the first company ever to do so. In 1904.000. the company claimed an 80 percent worldwide market share.

Middle East. BUS 620. India and China.1 Marketing Management 10 . the SINGER Building at 149 Broadway in New York was inaugurated.SINGER Bangladesh : The Holistic Marketing Approach In 1908. Latin and South America. It acquired Packard Bell Electronics in 1966 and General Precision Equipment Corporation in 1968. SINGER soon moved into the manufacturing of industrial sewing machines. introduced its first electronic sewing machine. In 1960 SINGER Corporation brought a change in the business philosophy of the company. remained SINGER’s corporate headquarters for the next 54 years. Today SINGER's name is synonymous with household goods across the World. After dedicating more than a hundred years to manufacturing and marketing one single product – the sewing machine -.SINGER began diversification of its product range. The 47 stories building. SINGER’s manufacturing facilities are now strategically located around the world with major facilities in Brazil. SINGER's manufacturing base of electronic and electrical products gradually spread in Asia. and in 1975. East Africa. which was the tallest in the world at the time.

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

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

SINGER Bangladesh : The Holistic Marketing Approach In preparation for Chicago's 1892 Great Columbian World Fair. The backs of the cards are astonishing in the colonial attitude they reveal. Millions of sets of these cards were made and given away at the Fair. SINGER had adopted from emperors and kings the role of "civilizer". BUS 620.1 Marketing Management 13 . taking credit for raising the standard of living and improving the social and cultural habits of the world's population through its products. they proved so popular as a window on the world that SINGER commissioned more." which were made from photographs taken by its agents of customers in different countries. putting out an ever-expanding series of cards depicting their international operations until the onset of the first world war. SINGER commissioned a famous series of 36 trade cards. called "Costumes of the World. dressed in their national costumes.

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

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 620.1 Marketing Management 15 .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. Figure below provides a graphic overview of four broad themes characterizing holistic marketing.

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

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. 2. However. SINGER has built a reliable brand image in its customers mind. SINGER is not viewed as extremely expensive products. BUS 620.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 1.1 Marketing Management 17 . even with low cost it has ensured quality for all of its product groups. THE PRODUCT: Signer defines it in terms of what it does for its customer. It has focused on mass market segment with its low cost strategy. THE PRICE: SINGERs pricing strategy is low cost focus.

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

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

SINGER Bangladesh : The Holistic Marketing Approach (http://www. SINGER has 72 sales agents through out the country. SINGER tries to maintain one-to-one relationship with its customers. it has made a partnership with Samsung as being the new distributor of its consumer electronics products in the country. BUS 620. 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.com/press_release. 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. 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. This has been also practiced in SINGER.singerbd.1 Marketing Management 20 . In practice.htm) Its partnership with other big brands has been facilitating consumers’ needs fulfillment as well as its focus of keeping holistic marketing approach. 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. For example.

consumer loan etc it has ensured every customer groups are addressed properly. facilitate information processing. having a long-term relationship with a supplier can reduce consumer stress as the nature of the relationship becomes predictable initial BUS 620. reduce perceived risks. SINGER has a wide variety of products in its bundle. and maintain cognitive consistency and psychological comfort. 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. With its wide variety of offers such as installment facilities.SINGER Bangladesh : The Holistic Marketing Approach Antecedents From the marketers point of view. SINGER has focused on the need of every customer groups. since it is believed to be cheaper to retain existing customers than to seek new ones. Motivations for relational behavior are to simplify buying and consuming tasks. it stresses the importance of maintaining and enhancing the consumer relationships. Consequences Relationship marketing has the potential positive consequence of improving marketing productivity. From the consumer’s perspective. 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.1 Marketing Management 21 . increased marketing efficiency is achieved through improved consumer retention and the resulting higher profits.

This has ensured its holistic marketing approach as its overall marketing strategy. This ultimately simplifies consumer purchase decisions. BUS 620. SINGER has been satisfying the needs of its customers for years. through its relationship with partners. 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. SINGER stresses the importance of having strong partnership with other companies so that it can provide superior service and products to its customers. and the consumer learns what to expect. but after purchasing. has achieved its goal of reaching customer instead of customer searching for it.1 Marketing Management 22 . A trust-based relationship in effects acts as a guarantee of quality. Trust between the company and the consumer may be promoted by a relationship between both parties. reduces perceived risks. customers as well as its internal resources such as wholesale network and non-exclusive retail outlets. SINGER. special needs are accommodated.SINGER Bangladesh : The Holistic Marketing Approach problems are solved. and increases consumers’ confidence in their expectations being met. Thus this relationship with various parties has ensured SINGERs holistic marketing approach through relationship marketing. By creating partnerships with various other companies such as Samsung. Building a relationship based on trust is especially important in instances whereby consumers find it difficult to evaluate alternatives not only prior to.

Practical internal marketing is a process that educates all employees about the firm’s services and who in the firm provides them. They can’t see BUS 620. Although the process seems simple. 3. Often.SINGER Bangladesh : The Holistic Marketing Approach Internal Marketing Internal marketing is an important 'implementation' tool. Just let everyone in the firm know what services the firm offers and who provides them. They’re busy. the internal marketing process is informal at best. they’re often introverted. 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. the possibility of a breakdown in communication and trust increases when a firm hires specialists in a given area. particularly in larger firms.1 Marketing Management 23 . at least four obstacles can impede effective internal marketing: 1. 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. It aids communication and helps us to overcome any resistance to change. Most professionals won’t make the effort to get to know other team members. It informs. Adding to the complexity. and they’re rewarded and recognized primarily for racking up billable hours. Employees simply talk to each other and develop relationships on their own. 2. and involves all staff in new initiatives and strategies.

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

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

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

And for the students. as part of its social commitment. SINGER. cutting and embroidery training.SINGER Bangladesh : The Holistic Marketing Approach children were school dropouts and had found employment in garment industries to support their families. At the end of the program. SINGER also contributes to the promotion of sports and culture in Bangladesh. 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. ILO decided to go for sewing.1 Marketing Management 27 . and helped the student to join the training the next day. the teachers investigated the reason. 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. This is quite an unusual phenomenon considering the past history of drop out of almost all participants. BUS 620. a training program was organized where there was virtually no dropout. has been extending its support to a number of social projects in different forms. Care was taken to ensure that every student was present in the classroom. Certificates are awarded in a function which is attended by ILO Officials. Even if some one did not turn up on a particular day. 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. Under the partnership agreement. Reflecting the spirit of social commitment. it creates opportunities for a better pay package.

Businesses have growing and integration within and outside the organization have been more efficient. 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. and the natural connections between and among all the business elements to discover what methods and messages will appeal to each customer. Because of gradual implementation of holistic marketing approach it has sustained in a very competitive market with success.1 Marketing Management 28 . BUS 620.SINGER Bangladesh : The Holistic Marketing Approach Conclusion Traditional Marketing looks at a service. Holistic Marketing looks at the whole business. its target markets.

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

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

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

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

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

Brazil opens. 1951 SINGER Sewing Centers train an estimated 400.1 Marketing Management 34 ." its first zigzag machine. Italy and Bounieres." an electric-motor powered model 99K. Standing 47 stories. South Carolina.000 stitches per minute. 1927 The first SINGER Sewing Center. 1949 SINGER develops Model 95K capable of 4.SINGER Bangladesh : The Holistic Marketing Approach 1907 Factory opens in Bridgeport. 1933 SINGER introduces its "Featherweight" at the Chicago World Fair. 1950 Plant opens in Anderson. 1921 SINGER introduces the "Portable Electric. The building was SINGER’s corporate headquarters for next 54 years. First vacuum cleaner introduced. 612 feet tall. 1913 SINGER sales reach 3 million machines worldwide. is introduced in New York City. BUS 620. France. 1955 New factory in Campinas. offering sewing courses. Factories open in Monsa.000 people and producing 3. SINGER recovers from World War II set backs when sewing machine production was suspended. SINGER purchases the Standard Sewing Machine Company. 1929 Nine worldwide SINGER manufacturing facilities are in operation. launching SINGER’s strategy of diversification beyond sewing machines. employing 27. Connecticut. 1908 SINGER Building at 149 Broadway in New York City opens.000 models.000 housewives. it was the first skyscraper and the tallest building in the world at the time. 1952 SINGER introduces the "Slant-O-Matic.8 million in sales during its centennial year. reaching $307.

1989 SINGER introduces the 9900 unlimited with the largest microprocessor ever incorporated in a sewing machine. 1973 Company stock listed on the London Stock Exchange." a unique material which is stronger and lighter than aluminum yet provides double insulation." 1971 Consolidated sales reach $2. plus steam bursts for stubborn wrinkles. In the following years the Company will make acquisitions in electric and electric test equipment and office machinery. 1990 The Magic Steam Ironing Press. These machines are built with "Duratec. Annual Sales reach $2. an at-home version of presses found in most tailor shops and dry cleaning stores is introduced. and SINGER employs nearly 120. The Magic Steam Press cuts ironing time in half and includes a variable temperature control and automatic shut-off safety feature. and can even sew sideways.1 Marketing Management 35 . 1985 SINGER introduces an entire new line of state-of the-art sewing machines with models designed to meet individual needs and budgets.239. In August. including Packard Bell Electronics (1966) and General Precision Equipment Corporation (1968). the company goes public with an initial public offering of 16. 1978 SINGER introduces the Touchtronic 2001. 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. BUS 620. 1963 The SINGER Manufacturing Company changes its name to "The SINGER Company. monograms and embroideries. 1975 SINGER introduces the world's first electronic sewing machine.SINGER Bangladesh : The Holistic Marketing Approach 1960 SINGER begins to diversify. shareholders number over 60.000. 1991 SINGER celebrates 140 years of innovation. the Athena 2000. the world's first computer-controlled machine.1 billion.000 people worldwide.5 billion.300 shares.

SINGER celebrates its 150th Anniversary.1 Marketing Management 36 . and the next generation of Professional Sew-Ware™. making it the most powerful and userfriendly system in the market. BUS 620. wind-in-place bobbin winding system.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.

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