Andrew Fastow The Enron Corporation And The Pioneer Of...

In 1990 Enron market value increased from $3.5 billion to $35 billion by the end of 1999 (Ivey Business Journal, 2016). During this time Andrew Fastow was the chief financial officer of the Enron Corporation and the pioneer of the financial implication that brought Enron crumbling down. In this nine-year time frame this feat was admired by companies around the globe. Andrew received a CFO Magazine award for his work at Enron and had lavish parties celebrating the results of the quarterly earnings (Ivey Business Journal, 2016). Unbeknownst to Andrew Fastow, just three years after raising the value of Enron by nearly $32 billion, his ethical decisions would cost him his freedom. Andrew Fastow fashioned a great deal of off-balanced documentation that immensely misrepresented Enron’s debts and essentially overstated the firm’s earnings and net worth (Seijts, Gerard, 2002). With the documentation created by Andrew the company essentially hid billions of dollars from the public and its shareholders. The collapse resulted in 30,000 employees losing their jobs and an economic down fall (Accedo Verlagssgesellschaft Munchen, 2013). One of the main issues with the Enron case is that even though Andrew Fastow thought what he was doing by creating the off-balanced sheets was a great and new inventive way, he should have known that this was unethical. Though the company may have bolstered their stock and gained a significant amount of money, when the truth was revealed manyShow MoreRelatedThe Collapse Of Enron Corporation1547 Words   |  7 Pagesthe Enron Corporation and how the collapse of Enron Corporation consequence affected the United states financial market. Enron Corporation was the seventh largest company in the United States, and had the biggest audit failure. In this Research paper, it describes the reason of Enron Corporation collapse, including details of the internal/ external management, accounting fraud, and conflict of interest. Enron is the largest bankruptcy in America history! The Collapse of Enron Corporation andRead MoreEnron Case Study5921 Words   |  24 PagesEnron Case Study [pic] Part A: Problem Focused Analysis and Recommendations. 1. Brief Case Background. List key events, use timeline. Case Background At one time Enron was one of the world’s largest producers of natural gas, oil, and electricity. It also appeared to be one of the most profitable companies, taking shareholders from $19.10 in 1999 to $90.80 by the end of 2000. Enron’s top management answered to a Board of Directors whose responsibility was to question and challenge new partnershipsRead MoreCorporate Governance : The Top Level Managements3102 Words   |  13 Pageseconomic policy. However, over the years, many such corporate governance failures have been a root cause in the company’s demise. The top level managements’ misleading actions have been detrimental to their organization. International scandals such as Enron, Worldcomm, and Tyco International, have created a stir in the economy and harmed their company. Many top level staffs were fired, accused and even tried in court, with a majority of them facing prison sentences even till now. Recent Corporate Scandals

Being A Cia Agent Or Something - 960 Words

â€Å"The Scavengers?† I asked laughing, â€Å"If you re going to come in here all geared up and acting like you re a CIA agent or something then you should really come up with a better name than that.† â€Å"Leo, you should really listen to them,† Derek told me, â€Å" you ll want to hear what they have to say.† â€Å"So who are you really, huh?† I questioned, â€Å"some guys trying to be someone they re not?† â€Å"I suggest that you listen to your brother, go sit down in that chair over there, and listen to what Ajax and I have to say kid,† said the third guy that came in with Derek and Ajax. â€Å"And who are you mister?† I asked the third man. â€Å"Chris,† he replied in a cold voice, â€Å"and you should really go sit down in that chair like I told you.† â€Å"Or what?† I†¦show more content†¦He isn t from our planet. From the information that I ve acquired from the government, he s basically come from a whole other planet from a whole other universe. My team and a group of scientist have been working together for the past year trying to figure out exactly how he was going to get here and when. So you knew he was coming? I said, anger bubbling up inside of me, You know I watched him blow up our house with my parents in it. He literally wiped them off of the face of the Earth. Calm down now Leo, Ajax said calmly, Yes the Scavengers and I knew that Icor would be coming to our planet. I m sorry to hear about the death of your parents, but I really need to tell you what is going on. So please, just cool off and listen. After a moment, I agreed and started to calm down so that I could listen. Go ahead, I said, say what you have to say. Ajax went on to tell me more information about Icor and why he came into our dimension and happened to choose our planet to destroy. He said that Icor was indeed searching for something, but it wasn t for the good of his people. It was actually for his own well being. He came to Earth to basically wipe out whatever species lived here and take any kind of technology, resources, and information on our species. So far he s only succeeded in destroying half of a major city, Ajax went on saying, but we can t let him take the entire city as well. That s why my team and I have come here toShow MoreRelatedCentral Intelligence Agency : An Undergraduate Student Will Get Asked Essay1614 Words   |  7 Pagesgraduating college would be to become a CIA agent or work in the white house, something along those lines. Ever since I was in high school I’ve always wanted to work in that kind of field whether it was for the FBI, CIA, or homeland security. I have been doing everything I can to create a great resume such as attempting to become fluent in Arabic since the competition is fierce when applying for these types of jobs. â€Å"In 1947, The Central Intelligence Agency (CIA) was created along with Director ofRead MoreThe Assas sination of J.F.K. Essay1712 Words   |  7 Pagestheory is that the federal government was involved in the assassination of the President. The federal government involvement in the Kennedy assassination can be seen through the quick findings that Oswald acted alone in the assassination, through CIA and FBI actions after the assassination, and through the actions of President Johnson following the assassination of President Kennedy. There are many other theories about the assassination of President Kennedy. One of these is the Lone Gunman theoryRead MoreInformation Gathered And Activities During World War II1646 Words   |  7 Pages2008) Throughout counterintelligence, altering situations and scenarios are viewed as a success. When change begins to occur, it’s essentially stating that CI is working and people and organizations are starting to stir since they understand they are being watched. CI has continued to adapt throughout the years and will continue to be effective. One of the main ambassadors of CI Stephen Cambone had this to say while he served under the Secretary of Defense for Intelligence. â€Å"The third group is focusedRead MoreThe Assassination Of President John F. Kennedy1242 Words   |  5 PagesDo I Have to Say?†- Billy Joel, â€Å"We Didn’t Start the Fire† How the CIA Killed JFK November 22nd, 1963: The assassination of President John F. Kennedy is an event in American history that will forever as one of the nation’s darkest days. The brutal murder of the President is seemingly terrible enough, but suspicious decisions of the federal government in regards to investigating the assassination alienated American youths from being able to trust the government, and is partially responsible for theRead MoreAnalysis Of The Book Uncompromisingly Hard Line By Tim Weiner1083 Words   |  5 Pagesstated defections of Fuchs and, in particular the personal betrayal of Philby. While this was always a part of his underlying paranoia, it was kicked into full gear by his affiliation with Golitsyn. Golitsyn, according to Tim Weiner, was â€Å"certified by CIA psychiatrists as clinically paranoid†¦ [and he] confirmed and strengthened Angleton’s deepest fears.† Golitsyn’s â€Å"uncompromisingly hard-line views about the dark intentions amd ruthless efficiency of the Russian intelligence services squared with Angleton’sRead MoreSee No Evil Review Essay1503 Words   |  7 Pagesthe Homefront, being that despite all the warnings our intelligence officers have supplied to our government agencies, there seems to be little or no action taken to stop terrorist attacks that could have been prevented. Our well-paid politicians stay fairly busy attending fundraisers and creating policies that hinder responses to vital information gathered by case officers and law-enforcement personnel about terrorist activities. Robert Baers book describes his years in the CIA from recruitmentRead MoreArgument1501 Words   |  7 Pagesprotect the country’s safety and the well being of each individual daily. The Federal Bureau of Investigation has grown to be an immune system that is needed, to protect the country, the individual’s and the environment that is lived in every single day, by protecting us from terrorism, cyber fraud, technology crime, etc. The Federal Bureau’s history is actually exceptionally complex and interesting. It happens to â€Å"originat[e] from a force of Special Agents created in 1908 by Attorney General CharlesRead MoreFederal Bureau Of Investigations And The Central Intelligence Agency1633 Words   |  7 Pagesconjunction to these mistakes, the restriction of shared information between intelligence and law enforcement was one of the reasons the United States of America failed to prevent such a disaster. 9/11: the Miscommunication between the FBI and CIA The attacks of September 11th, 2001, exemplifies al Qaeda’s strategy to enter the United States and cause an uproar within our nation. During the time terrorist attacks were never a main concern as the United States focused on what was happening insteadRead MoreThe Assassination of John F. Kennedy Essay916 Words   |  4 PagesOn November 22 1963 former President John F Kennedy was shot by Lee Harvey Oswald. He became the second out of the two most remembered presidents to be killed, the first being Lincoln. However, most people believe that John Wilkes Booth killed Lincoln, but most people don’t think Oswald killed JFK. Ranging from his future-self killing his past self to other crazy theories like aliens, but 55% of our nation still think that JFK was involved by some government conspiracy at the time of his death.Read Morepsychpaper1240 Words   |  5 Pagesthrough if his memory has faded away and he is unable to remember anything about his life. Retrograde amnes ia [1] causes disruption in the consolidation which prevents long term memory from forming. Something that makes this amnesia different from other psychological disorders is that the human being acts perfectly normal. An amnesiac’s general knowledge and level of intelligence is not affected. In the case of retrograde amnesia the person retains his fine motor skills and is able to perform tasks

Analysis and Summary of If by Rudyard Kipling Free Essays

English ISU Rudyard Kipling was born in 1865 and through the years of living in Bombay, he learned about the British Empire. Kipling gave much too English literature and wrote poetry, short stories, and novels1. When Kipling was five, his parents sent him to boarding school in England so he could learn more about his British background. We will write a custom essay sample on Analysis and Summary of If by Rudyard Kipling or any similar topic only for you Order Now While living in England, Kipling was inspired by the imperialistic views of the British demonstrated around the world. During his school years, Kipling had a very difficult at boarding school. He was physically abused throughout his time in college. After finishing college in 1882, he returned back to India to work as a journalist and editor. Also in 1882, Kipling married an American woman Caroline Balestier and immediately moved to America to live with her. He stayed in Vermont until 1899, and went back alone to England to write literature. The majority of his poems dealt with his opinion of inspiration and imperialism. An analysis of â€Å"If† and â€Å"The White Man’s Burden† makes it clear that Rudyard Kipling uses literary devices effectively to fortify his message of inspiration and imperialism. If† is one of Kipling’s best known poems and it contains one of his most powerful messages of inspiration. In the beginning of the second stanza in â€Å"If†, Kipling uses personification â€Å"If you can dream- and not make dreams your master. † The beginning of the stanza focuses on reality; dreaming is good, but do not let it take control of yourself. Meaning, there are other impor tant goals in life that are needed to be achieved. The second personification used by Kipling is on line 10 and 11 â€Å"If you can meet with triumph and disaster/ and treat those two imposters the same. This explains that failure is a benefit; mistakes are guaranteed to happen. No one is perfect and people learn from their missteps. The final personification on line 21 and 22 Kipling uses is â€Å"If you can force your heart and nerve and sinew/ To serve your turn long after they are gone. † This means to put your heart and nerve into your actions in the future and learn from the past. Also, having to accept the past and move on from it with your heart and gut. Alliteration is expressed twice in â€Å"If† to fortify Kipling’s thoughts and expressions throughout his poem. In line 12, the alliteration â€Å"treat those two imposters just the same. † emphasizes Kipling’s point of treating people with equity and respect. This quote implies how Kipling sees society’s disapproval towards other people and he interprets that everyone including (imposters) should be fairly treated without criticism or judging based on societal influences. Another example of Alliteration is â€Å"With sixty seconds’ worth of distance run,† on line 30, expressing Kipling’s opinion of time. Meaning to try and put an effort in constantly; even when feeling exhausted. Repetition and diction is used in â€Å"If† to strengthen Kipling’s message of inspiration. First off, â€Å"you† is used repeatedly in the poem to enrich Kipling’s message directly to the reader â€Å"The white man’s burden†, is one of Kipling’s best views of imperialism throughout the poem. In lines 19 and 20, Kipling uses the personification â€Å"Fill full the mouth of famine/ and bid the sickness cease. † Thus Kipling proclaims that the imperialist nation is going to aid and feed the conquered land. Kipling uses another personification in the sixth stanza â€Å"Nor call too loud on freedom/ To clock your weariness†. Thus, Kipling explores the meaning of individual freedom and that the use of individual freedom should not be an excuse to cover up ones weariness. Also, not aiding others by refusing to â€Å"Take up the White Man`s burden†. Anaphora is used in â€Å"The White Man’s Burden† to give emphasis to Kipling’s points. The first example is found in the fourth stanza, â€Å"The ports ye shall not enter, /The roads ye shall not thread,† have the same â€Å"The _ ye shall not _†. This represents Kipling’s repetitive thoughts of the imperial nation being denied to enter and live in the captured nation. Another example of anaphora is used in the sixth stanza â€Å"By all ye cry or whisper, / By all ye leave or do†. Kipling is poetically conveying the ruling of the conquered nation founded by the bequest of the imperial territory. Kipling also expresses the poems theme of Imperialism with the significant use of repetition and allusion. The line â€Å"Take up the White Man’s Burden-† is used at the start of each stanza establishing the basis of the poem. How to cite Analysis and Summary of If by Rudyard Kipling, Essay examples

Marketing Strategies of Meghna Group of Industries Fresh Full Cream Milk Powder free essay sample

Marketing Strategies of Meghna Group of Industries : Fresh Full Cream Milk Powder BACKGROUND During the early seventies, the supply situation of essential commodities in Bangladesh was in turmoil. Such an uncertain situation prompted Mr. Mostafa Kamal to be in the business. He established trading companies and organized countrywide distribution chain. Gradually he got himself involved in more risky ventures of import trade in the early eighties. His companies participated in the bulk trade of essential commodities of everyday need, like wheat, sugar, refined edible oils, milk, peas, lentils etc. As the economy of the country is based mainly on agriculture, he felt the necessity to develop food processing industry that would help reduce import dependency of the country. So he established edible oil refineries to produce refined palm and soybean oil locally. He then established his first industrial unit – Meghna Vegetable Oil Industries Ltd. , in 1990. Gradually he developed and established other food and edible oil processing industries one after another in quick succession. This has now turned to a fast growing industrial conglomerate named as Meghna Group of Industries under the able leadership of its Chairman and Managing Director Mr. Mostafa Kamal. The   group produces most essential commodities like Cement, Milk Powder, Soybean Oil, Palm Oil,  Sugar, Mustard Oil, Coconut Oil, Natural Flour (Atta), Refined Flour (Maida), Semolina (Suji), Salt, Spices, Dalda, Margarine (Ghee), Mineral Water, Tea, Poultry and Fish Feeds, P. P. Woven Bag, Duplex board, Liner paper etc. in its own industrial park, located at Meghnaghat, Sonargaon, Narayangonj. It also has a large trading wing engaged in bulk trade of commodities and chemicals such as Wheat, Corn, Sugar, Dun Peas, Chick Peas, Yellow Peas, Rape Seeds, Mustard Seeds, PP Resin, Pet Chips, Soda Ash Light, Caustic Soda Solid/Flakes, Tallow, Oleic Acid and many other raw materials for use in its industries. The Group has its own Power Plant of 60 MW capacity to meet its power requirement. The group has about ten thousand (10000) permanent casual employees. Its annual turnover is approximately TK. 4000 crore (around US$ 600. 00 Million). The Board of Directors comprises the following personalities: Mr. Mostafa Kamal Chairman Managing Director Ms. Beauty Akhter Director Miss. Tahmina Binthe Mostafa Director Miss. Tanjima Binthe Mostafa Director For the uncompromising product quality and strong management policy most of the industrial units of the Meghna Group have been awarded ISO 9001:2000 certification. The group has been awarded the Nawab Sir Salimullah Gold Medal and also awarded the International Star Award for Quality (ISAQ) in Gold Category by BID (Business Initiative Directions) in Geneva in October, 2005 for commitment to Quality and Excellence. BID based in Spain has also awarded the Group with World Quality Commitment Award in Platinum Category in Paris, 2006 and Quality Summit Award in Diamond Category in New York, 2007 for outstanding performance in Quality Commitment and industrialization. MISSION The mission of Meghna Group of Industries is, â€Å"We want to be recognized as a market leader of world class consumer product manufacturers in Bangladesh by providing efficient marketing force and consumer satisfaction in order to contribute much to the industrialization and development of the socio-economic condition of Bangladesh. † OBJECTIVES To create a position in the market and sustain there, Meghna has established clear and distinctive objectives. ? Create a good portion of satisfied consumer market and sustain the customer lifetime value. ? Find new segments and achieve success in it. Expand the distribution network to make products available at customer doorstep. BUSINESS PORTFOLIO The collection of businesses and products that makes up the company is called the business portfolio. The best business portfolio is the one that best fits the company’s strengths and weaknesses to opportunities in the environment. THE PRODUCT LINE The Meghna Group of Industries co mprises the following units: Consumer Goods: †¢ Tanveer Dal Mill Flour Mills Ltd. †¢ Meghna Tea Company. †¢ Tanveer Mustard Oil Mill And Coconut Oil Mills Ltd. †¢ United Sugar Mills Ltd. †¢ United Edible Oils Ltd United Mineral Water PET Industries Ltd. †¢ United Salt Industries Ltd. †¢ Tanveer Oils Ltd. †¢ Tanveer Food Ltd. †¢ Janata Flour Dal Mills Ltd. Cement: †¢ Unique Cement Industries Ltd. Paper: †¢ Tanveer Paper Mills Ltd. Packaging Printing: †¢ M. M. Printing Packaging Co. Ltd. †¢ United Fibre Industries Ltd. †¢ Tanveer Polymer Industries Ltd. Power Electricity: †¢ Unique Power Plant Ltd. †¢ Everest Power Generation Co. Ltd. Poultry Fish Feed: †¢ United Feeds Ltd. Steel: †¢ Tanveer Steel Mills Ltd. Shipping, Logistics Transport: †¢ Mercantile Shipping Lines Ltd. †¢ G. Shipping Lines Ltd. United Shipping Lines. †¢ United Dockyard Ship Builders. Housing: †¢ Me ghna Properties Ltd. Others: †¢ Kamal Trading Co. †¢ Kamal Imports Exports Ltd. †¢ Everest CNG Refueling Conversion Ltd. STRATEGIC BUSINESS UNIT A SBU is a unit of the company that has a separate mission and objectives and that can be planned independently from the other businesses. An SBU can be a company division, a product line within a division, or sometimes a single product or brand. SBU’s for Meghna Group of Industries Consumer Goods Cement Paper Packaging Printing Power Electricity Poultry Fish Feed Steel Shipping, Logistics Transport Housing Others Fresh Full Cream Milk Powder Tanveer Food Ltd. is a major venture of the Meghna Group of Industries. Its Fresh brand of Full Cream Powder Milk is one of the most utilized milk available in the country. MARKETING MIX : The four Ps are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four Ps on the customers in the target market in order to create perceived value and generate a positive response. PRODUCT : Fresh milk is made from 100% pure fresh cow milk, imported from Australia and UK. All stages of the processing of Fresh milk are independently checked and certified by the Department of Agriculture regarding quality and radio activity before exporting to Bangladesh. Fresh milk contains high level of vitamins and protein. The plant produces 6000 MT milk powder each year. |Appropriate Analysis | |Milk Fat |28. % | |Protein |27. 5% | |Lactose |37. 05% | |Minerals |5. 5% | |Moisture |2. 05% | Packing Sizes |Packs per Carton | |2 Kg Foil Pack |6 Packs | |1 Kg Foil Pack |12 Packs | |500 gm Foil Pack |24 Packs | |400 gm Foil Pack |24 Packs | |225 gm Foil Pack 36 Packs | |80 gm Foil Pack |100 Packs | |25 gm Foil Pack |240 Packs | Fresh Full Cream Milk Powder is basically a convenience product because people usually purchase milk powder regularly as an alternative to cow milk. There are some other brands of milk powders. While people purchase milk powder they usually do not take much time to make comparison between these brands. Manufacturers of Fresh milk powder have set their price at an affordable level for consumers. The following characteristics are fulfilling the requirement of HABITUAL BUYING BEHAVIOR. 1. Since its introduction, Fresh Full Cream Milk Powder has been a popular milk powder for the target consumers because of its improved features and benefits at lower prices. It has been frequently purchased by the consumers as if it is their habitual activitiy to consume it. 2. Compared to its competitors Fresh milk powder charges lower price while retaining a good quality. 3. At first, Fresh milk powder distributed its product within the urban mega cities, now it has extended its market in remote towns in Bangladesh as well. 4. Fresh milk powder has promoted its product through different media from newspaper to television by advertising its product’s feautures and virtues. So we would like to say that people show Habitual Buying Behavior while they purchase Fresh milk powder. Levels of the product: Core benefit : Core benefit of Fresh milk powder is that it provides us with a healthy replacement for cow milk and gives us the good taste of milk which relates to the original taste of our pure cow milk. In short, it makes the foods we make from powder milk delicious. Actual product : Actual product is the brand name Fresh Full Cream Milk Powder, which is a sister concern of Meghna Group of Industries. Also the packaging and quality is supported by latest refining techniques. The actual product is the quality, packaging and the ingredients of the product itself. Augmented features of the product : The augmented part of the product is that Fresh milk powder is a milk powder with high levels of protein, minerals and vitamins that will help consumers with sufficient food values as well as maintaining the taste of pure milk. It also comes in different pack sizes for the benefit of the customers. Brand Development: Fresh Full Cream Milk Powder belongs to Tanveer Food Ltd. of Meghna Group of Industries which is a private brand company. It falls into the brand extension category in the brand development chart because it is a new product category under an existing brand name. | | | |PRODUCT CATEGORY | | | | | | | | |EXISTING |NEW | |BRAND NAME | | | | | | | | | | |EXISTING |Line extension |Brand Extension | | | | | | | |NEW |Multi Brand |New Brand | PRICE : Price is the amount of money customers have to pay to obtain the product. Price of product is the only el ement of product which earns revenue for the company. Some examples of pricing decisions to be made include: Dynamic pricing, Internal factors such as, marketing objectives, marketing mix strategy, organizational considerations; External factors such as, the market and demand, price elasticity of demand, competitor’s cost prices and offers. We then have to take a general pricing approach which includes: Cost-Based Pricing, Break-Even Analysis and Target Profit Pricing, Value-Based Pricing and Competition-Based Pricing. When Fresh milk powder was introduced the market was filled with fierce competitors. So, the producers primilinarily charged low price for their product to survive in the market. This enabled them to obtain a strong market share. Following are the prices of Fresh milk powder in different pack sizes, and the comparison between the price of Fresh and the competitors products. |Pack Size |Price | |1 Kg |Tk. 90 | |500 gm |Tk. 200 | |400 gm |Tk. 180 | |75 gm |Tk. 35 | |25 gm |Tk. 15 | A. Prices of Fresh Full Cream Milk Powder in different pack sizes Brand Name |Pack Size |Price | |Dano |400 gm |Tk. 215 | |Nido |400 gm |Tk. 200 | |Diploma |400 gm |Tk. 185 | |Fresh |400 gm |Tk. 180 | B. Comparison in prices between the competitors’ products and Fresh milk powder As we can see from the charts above, Fresh Full Cream Milk Powder is more desirable to target consumers for its lower price than competitors. Fresh has carefully set its price so that it maintains consistency with its marketing mix. By putting the expenditures and drawbacks while designing the product, promoting and distributing on account it has charged a convenient price by comparing its price to the ones set by the competitors. Thus it is easy to understand that they have used the Competition-based Pricing. PLACE/DISTRIBUTION : Distribution is about getting the products to the customer. Some examples of distribution decisions include: Distribution channels, Market coverage (inclusive, selective, or exclusive distribution), Specific channel members, Inventory management, Warehousing, Distribution centers, Order processing, Transportation, Reverse logistics. Fresh milk powder is available in confectionary shops, general stores and departmental stores in different cities of Bangladesh. The company uses varites of distribution channels to send their commodities to consumers. For mass distribution they have established their own outlets in every division and subdivisions of Bangladesh so that the final consumers as well as retailers will be able to get Fresh milk powder as per their necessity. Channel Levels : Fresh milk powder is well known for its wide spread distribution channel. All of its distributing activities are conducted through indirect marketing channels. Following are the different market channels through which Fresh milk powder is distributedits to final consumers. A. Consumer marketing channels : Channel 1 : PRODUCER>CONSUMER Channel 2 : PRODUCER>RETAILER>CONSUMER Channel 3 : PRODUCER>WHOLESALER>RETAILER>CONSUMER B. Business marketing channels : Channel 1 : PRODUCER>BUSINESS CUSTOMER Channel 2 : PRODUCER>BUSINESS DISTRIBUTOR>BUSINESS CUSTOMER Channel 3: PRODUCER>MANUFACTURER’S REPRESENTATIVES OR SALES BRANCH> BUSINESS DISTRIBUTOR > BUSINESS CUSTOMER PROMOTION : In the context of the marketing mix, promotion represents the various aspects of market communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing promotion activities include: Promotional strategy (push, pull, etc. ), Advertising, Personal selling sales force, Sales promotions, Public relations publicity, Marketing communications budget. Promotional activities are activities that communicate the merits of the product and persuade target customers to buy. Marketing strategy should maintain or improve both the consumer’s and the society’s welfare. Fresh milk powder is advertised in various channels of Bangladesh, including newspapers, magazines etc. They point out the benefits and taste to catch the attention of the consumer. Advertising objectives: Fresh milk powder follows certain advertising objectives to accomplish its promotional activities: †¢ Should get attention of the audience †¢ Should reveal message †¢ Should arouse desire †¢ Should present the benefits of the product †¢ Should present the difference in price and quality with its competing products. The slogan of Fresh Full Cream Milk Powder to communicate its product is : â€Å"FRESH MILK FRESH MILK SHAADE SHERA†Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦which highlights the quality in taste of the product. Media: The marketers use television advertisements, radio advertisements, billboards and holdings in retail shops to advertise their products. To encourage the purchase of Fresh milk powder the marketers use coupons, price packs. It also co-sponsors nationwide television shows for their promotion. SEGMENTATION STRATEGY : â€Å"Fresh Full Cream Milk Powder† is a consumer product. For that reason Tanveer Food Ltd. uses the consumer market segmentation variables to segment the market of â€Å"Fresh Full Cream Milk Powder†. More specifically Tanveer Food Ltd. uses the following segmentation strategies for segmenting the product. GEOGRAPHIC SEGMENTATION : Tanveer Food Ltd. has used the geographical segmentation for their product â€Å"Fresh Full Cream Milk Powder†, based on different regions. In the rural area, people have regular access to fresh cow and goat milk. But it is not readily available in abundance in the urban area. So, Fresh milk powder has been introduced as a credible replacement for cow milk. Its high level of milk fat, protein, vitamins and other food values provide sufficient energy as well as maintaining natural taste. DEMOGRAPHIC SEGMENTATION : Fresh milk powder is also segmented on the basis of demographic variables, such as, age group, family life cycle, income etc. Age Segmentation : Fresh Full Cream Milk Powder is not suitable for kids under the age of 1 years old. As we know that there is no alternative to mother’s milk for children under the age of 1 year. So, Fresh milk powder targeted only the people above the age of 1 year. Family Life Cycle Segmentation : Fresh milk powder is segmented on the basis of family life cycle. For example, the working class families, where the mothers and other household people generally work outside and don’t have enough time, they can use Fresh milk powder to use in their daily consumption of tea, milk and other food items made by milk. Income : Fresh milk powder is segmented on the basis of income. All the people don’t have the same kind of income capabilities. For that reason, Fresh has introduced different pack sizes ranging from 25 gm foil packs to 2 kg foil packs. PSYCHOGRAPHIC SEGMENTATION : Fresh Full Cream Milk Powder is segmented on the basis of personality. Many people buy products for the brand name. Under a reputed brand name, Fresh milk powder is a popular choice for men and women alike. BEHAVIORAL SEGMENTATION : Fresh Full Cream Milk Powder can also be segmented on the basis of behavioral variables, such as, occasions, benefit sought etc. Occasions : During Eid, Christmas and other festivals or special occasions, Fresh milk powder provides a suitable alternative to cow milk for making different traditional sweet food items, like, custards, pies etc. Benefit Sought : Fresh milk powder also divides its markets in terms of different benefits the customers seek in their product. Following are their segmentations based on benefit sought by customers. (a) Fresh milk powder contains high level of proteins, vitamins and minerals. This helps kids to grow stronger as well as providing proper food values to every user. For this reason, people preferring more proteins and vitamins prefer Fresh milk powder. (b) Diabetic patients living in the urban area have only two alternatives for milk; powder milk and condensed milk. As condensed milk contains plenty of sugar, it is not advisable for diabetic patients. So, for them, milk powder is the only option and more specifically Fresh milk powder as it provides a good balance of food values. TARGET MARKETING STRATEGY : To cover the whole targeted market, Fresh has introduced different pack sizes in the market. So, that people can purchase their product as per their demand. Today as a leading company, Tanveer Food Ltd. is strongly customer focused and heavily committed to marketing. The twofold goal of marketing is being accomplished within a very short span of time as it has already drawn the attentions of the consumers by providing quality products and preferred services. Dedication to quality, uniform products, customer service and competitive prices has given them unique position in the market. Basically â€Å"Fresh Full Cream Milk Powder† is targeting the customers who are the final users of the products. Their target market is the people who do not want to compromise food quality but do not have proper access to pure cow milk. So, they are targeting working class, middle class, upper middle class and lower upper class. But they are more focused on the working class and urban area people. Then it is the retail customers who can buy the product and sell them at a profit. To cover the whole targeted market, Fresh has introduced different pack sizes in the market. So, that people can purchase their product as per their demand. POSITIONING : Positioning means to occupy a place in the minds of the consumers relative to competing products. Experts say that positioning is â€Å"How you differentiate your product or company and why a customer will buy your product. Fresh milk powder has some positioning strategies in order to compete with other products available in the market. Positioning Strategy : Marketers have followed some platforms by which they can differentiate their product from the competitors Product differentiation: Fresh milk powder possesses slight variation from the other brands available in our country. They are as follows – Service differentiation: As a product of Tanveer Food Ltd. under Meghna Group of Industries it serves a speedy, convenient and careful delivery through out the country. For example- You can find a packet of Fresh milk powder in any confectionary store near you. Channel differentiation: Being one of the important differentiations for positioning, it helps to gain competitive advantage through the way Fresh Milk powder designs the channel’s coverage, expertise, and performance. People differentiation: Fresh milk powder differentiates themselves through employing, hiring and training their employees. Fresh Full Cream Milk Powder has over 300 highly qualified professionals directly involved in the production and promotion of the product. Image differentiation: Being associated with Meghna Group of Industries, Fresh has become a hugely popular brand itself. It has its own image differentiation and its own signature logo. Differentiation that are being promoted: Though many marketers think that companies should aggressively promote only one benefit to the target market, Fresh follows slightly different concept. They promote product quality, product image and the brand image all at the same time. These three factors differentiates Fresh milk powder from other companies that compete in the respective field. Besides these they have their own USP (Unique Selling Proposition) to make their product demandable in the over-communicated society. Consumers usually choose the product and services that give them the greatest value. Thus, Fresh milk follows the â€Å"More for less† strategy by introducing the brand offering better quality but at a lower price than the existing brands. Key factors of differentiation : Distinctive: Fresh milk powder is offered to the market in a distinctive way. Communicable: The differences are easily communicable to the customers. Affordable: Fresh milk powder is easily affordable to the customers with its lower price. Profitable: The product is profitable to both the producers as well as the customers The marketers have developed an overall positioning statement to make a clear and distinctive image on their target consumers mind. CONCLUSION RECOMMENDATION : We would like to recommend that Fresh Full Cream Milk Powder should introduce new offers for their products, such as offering free bowls or glasses with Fresh milk packs. They also need to increase their advertisements to keep their product in the hearts of the targeted market. They may also introduce new campaigns in university or school campuses for promoting their product among the youth and kids. Finally, we would like to conclude by saying that the marketers of Fresh Full Cream Milk Powder have done a very good job in promoting their product. So, it has been a great pleasure knowing their marketing strategies and we’ve been benefited greatly through doing this research. ACKNOWLEDGEMENTS : We would like to thank everyone who helped us in gathering information about the product and company and helped us immensely in the research. The official website of Meghna Group of Industries : http://www. meghnagroup. biz/html/group-pages/meghna_dairy. htm Some other websites : http://www. channelishop. com/inside. php? pid=781=2949=2=B http://www. channelishop. com/inside. php? pid=781=2949=2=B Others : â€Å"Principles of Marketing† – Philip Kotler Gary Armstrong Owner of â€Å"Tripty Confectionary† – Atahar Chowdhury[pic] Our target market is the users of milk powder who do not have access to cow milk (TO) Fresh Full Cream Milk powder (OUR) A full cream milk powder (IS) Provides similar taste of cow milk and proper food values at a lower price than other brands (THAT)