Anw Internship Report FINAL

A STUDY ON MARKETING STRATEGY IN THE CONTEXT OF ABUL KHAIR
TOBACCO COMPANY LTD.
Submitted to
Mohammad Nazmul Huq

Assistant Professor
Department of Business Administration (Marketing)
Submitted by
Md. Anowar Hossain

ID: B.B.A - 027 07143
Department of Business Administration
MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

Page 1
Stamford University
Bangladesh
This is to certify that Anowar Hossain, ID NO. -BBA-02707143, student of

Stamford University Bangladesh of BBA Program has completed
the Internship report titled “MARKETING STRATEGY IN THE
CONTEXT OF ABUL KHAIR TOBACCO COMPANY LTD.”
I wish him every success in life.
________________________
Mohammad Nazmul Huq
Assistant professor
Stamford University Bangladesh

Page 2
LETTER OF TRANSMISSION
28th January, 2010
Md. Nazmul Huq

Assistant Professor
Stamford University Bangladesh
Sub: Submission of BBA Internship Report.
Sir
With due respect and honor, I have much pleasure to present the report of the
internship program on “A STUDY ON MARKETING STRATEGY IN THE CONTEXT
OF ABUL KHAIR TOBACCO COMPANY LTD”. The report deals with working
environment of a field level distributor and selling strategy. I am submitting
this report as a part of my internship program in Abul Khiar Tobacco Company
Ltd. This report is going to provide valuable assistance to me in finding out the
working environment, which have influence on the service quality.
The Officers of AKTCL were very cordial and extended their hands within the
limit of their authority. As the time was limited, the report could not be done
more comprehensive and analytical. Therefore, I need your kind attention to
assess my report considering the limitations of the study. Your kind suggestion
will encourage me to perform better research work in future.
Sincerely yours,
………………………………….
Md. ANOWAR HOSSAIN

ID. NO: B.B.A. 027 07 143
E-mail: anw1219@gmail.com

Page 3
Acknowledgement
At the very first moment, I am expressing my gratitude to Almighty Allah for
giving me the patience and competence to complete the Internship program by
writing a report.
In the preparation of this internship report, I acknowledge the encouragement

and assistance given by a number of people from Abul Khair Tobacco
Bangladesh Ltd. I am grateful to Mr. Mohsin (Distributor of Abul Khair Tobacco
Khilgaon Branch), for his valuable suggestions and assurance. Besides, I was
well-guided by Md. Anwar Hossain (Territory Sales Officer) of AKTCL.
I would like to extend my sincere regards and gratitude to all of my honorable

teachers of the Department of Business Administration, Stamford University
Bangladesh (Siddeswari Campus), who guided and assisted me a lot to reach in
the present stage of academic position, unless this, it was not possible for me. I
would like to express my gratitude to my honorable teacher & my Internship
Instructor Md. Nazmul Huq, assistant professor as well as assistant
superintendent of examination, Department of Business Administration,
Marketing Siddeswari Campus, who helped me in every step of my internship &
report writing by giving proper guidance, advice & inspiration, for his untold
efforts and cooperation in completion of entire internship program successfully.
No noble objective can be achieved by a single individual. I am indebted to a
number of persons for their kind advice, suggestions, directions & cooperation
which has enable me to have an experience in the dynamic environment of the
AKTCL & ultimately to prepare this report. The very first person of the Abul
Khair Tobacco Company Limited to whom I like to convey my gratitude is the
Mr. Mohsin (Distributor of AKTCL) as he gave me the opportunity to do my
internship.
I would like to express my gratitude to my supervisor Md. Nazmul Huq, for

sharing his ideas and interests with me about my study. His contribution
boosted my confidence and helped me finish my study on time. Lastly, I want
to show my gratefulness to all the staffs that spared their precious time in
answering my query.
I would also like to thanks Sales Representative Md. Helal and manager Mr.
Bappi as well as Md. Kamruzzaman Zone In Charge for their response toward
my query.
I am very much grateful and I do thanks to Md. Anwar Hossain (TSO), Territory
Sales Officer, for his great response and help. Though he was very busy at his
job, he tried to teach me most of the job responsibility about how they are
selling their brands.

Page 4
Last but not the least; I am grateful to Md. Al-Amin (Managing Director), Md.
Nasir (Managing Director) and Md. Rafique (Marketing Manager) of RAN
enterprise for their great effort furnishing the required information, which was
needed for successful completion of this report.

Page 5
Declaration
I hereby declared that this report entitled “A STUDY ON MARKETING

STRATEGY IN THE CONTEXT OF ABUL KHAIR TOBACCO COMPANY LTD.”
submitted by me to Stamford University Bangladesh for the partial fulfillment
of B.B.A (Bachelor of Science in Business Administration) degree is of my own
and has not submitted to any other university or institute for the award of any
degree as well as this paper may not use any actual market scenario.
Place: Dhaka
Date: January 28, 2010
……………………………………..……..
Muhammad Anowar Hossain

BBA Id # BBA 02707143
BBA, Batch 27th
STAMFORD UNIVERSITY BANGLADESH

Page 6
EXECUTIVE SUMMARY
The report is prepared on the basis of 3 months practical experience at Abul
Khair Tobacco Company Limited. The internship program helped me a lot to
learn about the practical situation of a distributor. This program helped me to
implement my theoretical knowledge into practical and realistic work
environment.
This study intends to experience the relationships of in context of on marketing

strategy and Organizational Support, Supervisory Support, Work Climate, and
Employee Service Quality, problem solving environment in the context of Abul
Khair Tobacco Company Ltd. Perceived organization support (POS) – the extent
to which employees believe that their employer is concerned about and aware
of their well being and contribution – can help employees’ self-esteem and,
therefore performance. POS is more likely to increase the employees’
expectancies that greater efforts toward meeting organizational goals will be
rewarded, and consequently these expectancies may increase their efforts in
service works to meet the organizational goals. Support from supervisors is
also an importance to employee performance but the employees may take it
for granted, considering it to be part of the supervisor’s job, and it might,
therefore, not have the degree of positive influence on service effort that might
have been expected. The aim of my struggle is to know about the market and
its difficulties. I want to know about the activities of Abul Khair Tobacco
Company Ltd. How a cigarette company works.
AKTCL target market is to capture whole country middle and low as well as
very low segment market. AKTCL offers quality services to its customers.
AKTCL tried to formulate its strategies in such a way that the extraction of
customer and outstanding tobacco can find a suitable platform. Nevertheless,
it is important that, to produce greater job satisfaction, service management
should render on-the-spot supervisory support to employees, design and
implement supportive supervisory practices and reward positive results. Work
climate also have significant impact on employee service quality. It’s found in
the study that employee perceptions of work climate have important effects on
their work effort & thus the quality of the service they rendered.
In this internship I was attached to different people like TMO, SR, BP TSO etc.
So I learn maximum knowledge about market. With the help of these people I
practically learn different strategies that AKTCL adopts in the marketing.
During this internship I learn theoretical knowledge in a practical form. I did my
work in field and offices both places are very informative.
So According to my opinion AKTCL is very productive as well as effective selling

oriented company.

Page 7
INTRODUCTIO
N
TO
THE STUDY

Page 8
INTRODUCTION
Tobacco Industry is one of the very few controversial industries operating in

Bangladesh. Now, almost 100% of the consumption is being supplied by the
local and multinational manufacturers operating here. This industry is also a
key source of tax revenue for the Government of Bangladesh due to high tax
structure of the industry. Tobacco products are charged with as high as 70%
tax of the total sales. This provided the Government to impose strong control
on profitability and expansion of the tobacco manufacturers. Total Cigarette
industry is however only 30% of the total tobacco industry with majority driven
by non-filter tobacco products likes Biri, Gul, and Jorda etc. This 70% market is
mainly driven by DTI and AKTCL with their Biri products with many local
operators operating in local hubs. The overall cigarette industry is now stable
with a 3% growth yearly which is not always consistent. The industry comprises
of products varied with different taste offers and also price. Three major
competitors compete in the market with small presence of two other
manufacturers and some local suppliers. British American Tobacco Bangladesh
(BATB) leads the market followed by Dhaka Tobacco Industries (DTI) and
distant third position by Abul Khair Tobacco Industries (AKTCL). Nasir Tobacco
Company (NTC) & New Age have insignificant market share and locally present
in many markets. Following are some of the key brands offered to the market
by the major suppliers:
• BATB – Benson & Hedges, John Player Gold Leaf, Pall Mall, STAR Filter,
Viceroy
• DTI – Castle, Navy, Sheikh White, Sheikh Full Flavor, Five Star, K2
• AKTCL – Marise, Sunmoon, Marise White, Super King white, Rally, Special Abul
Bidi
The market is almost saturated with growth and decline of segments among
themselves keeping the standards vibrancy in the industry. Cigarette though
as a commodity, has strong distribution network and commonly carried by
general outlets all over the country. It is a time tested industry with one of the
key business for all of the Group of Companies operating. The product has a
general appeal and still considered to be source of business for the traders.
The mass distribution network set by the manufacturers though however,
reduced margins at different levels of supply chain channels, yet traders did
not lose interest because of consistency in demand and supply.
Cigarette being a product common to both mass and upper class has impact of

Page 9
the ongoing economy and consumption power of the buyers. Being a regular
consumed product, disposable income of citizens has significant impact on the
mix of the industry. The industry has its own demand and supply situations,
fluctuations, price sensitivity, elasticity, forecasting techniques and impact of
seasonality and occasions. Like all the other commonly used products, it has
fluctuations in a demand year and socio-economic, environmental and political
factors have significant impact on tobacco consumption.
A Brief Review of the Tobacco Story to 1964
The surprising thing about the history of tobacco in Western Society is not so
much how pervasive its presence has been, but how controversial its use has
been. By 1607 the Virginia company had landed in Jamestown with the goal of
producing tobacco profits for the English crown. Throughout the 18th century
tobacco use was encouraged. But even as a pervasive consumer good, it still
retained a "faintly immoral" reputation. Thomas Jefferson was a proponent of
its use and saw profits for government in its taxation and distribution. This
position is reminiscent of what is happening today with tobacco taxes being
used as the source of regulatory capital. With the advent of the cigarette in the
19th century, tobacco became even more widely used. The mechanization of
cigarette production, the brain child of James Buchanan Duke and his American
Tobacco Company, dropped the cost of producing a cigarette dramatically in
the decade between 1880 and 1890. In effect, "Buck" Duke, whose statue with
a cigar in hand presides proudly over the Duke campus to this day, was among
the first real "leaders" of the tobacco movement. As the Henry Ford of tobacco
production, he made the product vastly more available and affordable. In the
1920s cigarette usage spread as women turned to cigarettes for the first time
(emboldened perhaps by the passage of the 16th Amendment extending them
the right to vote). Schudson reports that cigarette consumption per capita "was
remarkably steady from 1913 to 1945, rising when the real income per capita
rose, falling when real income fell." During this period the sales of big tobacco
companies grew. During War II cigarette use was reinforced among the
military, which once again became the largest distributor of "free" cigarettes.
STATEMENT OF THE PROBLEM
Most of the people of Bangladesh are illiterate. Those who are educated they
do not have much more practical and analytical knowledge to make better
prospect of their life. In this case people need to get involved to do the
productive work and getting job in the native company to improve our local
productivity.

Page 10
As a local company Abul Khair Group doing potential deed in our country where
more than thousand employee working whole around the Bangladesh.
ORIGIN OF THE STUDY
This is the last part of BBA program. As a professional degree it is essential to

fulfill all the requirements the program demand. Only after preparing &
submitting the report this program becomes completed. Ascertainment of the
Dean, Department of Business Administration, Stamford University Bangladesh,
I compare this report from my practical experience. I earned at the time of my
internship (10th November 2009 to 17th January 2010) in Abul Khair Group
under a distributor of tobacco commodity in Khilgaon area, which should be
submitted on 2010.
OBJECTIVE OF THE STUDY
(a) Broad Objective:
The ultimate objective of the study is to gain real life exposure in any kind of
service sector get a clear idea about sales strategy and promoting brand.
(b) Specific Objectives:
 Various consumer perceptions about cigarette
 Different positioning strategy of AKTCL
 Market monitoring of AKTCL program
 To determine the origin of consumer perception & positioning strategy

in terms of Tobacco organizations in Bangladesh
 Informative promotional activity to inform consumer about the product
 About the Communication of different media
 To understand the selling activity and working climate
 To experience the problem solving strategy
NEED AND PURPOSE OF THE STUDY
The purpose of the study to contemplate the knowledge and experience

accumulated from the internship program according the set guidelines. This
study comprises of an organization part and a project part. The purpose of the
first part is to study and analyze the organization with special emphasis on its

Page 11
background. On the other hand the project part enables the intern to study a
problem and to arise at a feasible and implemental solution with the help of
different analytical tools.

Page 12
METHODOLO
GY
OF
THE STUDY

Page 13
SCOPE OF THE STUDY
The distributor is covering the area if we consider Khilgaon as a center,

Rampura in North West poll, Bonosri in North poll, Madarteck in North East poll,
Jatrabari in East poll, Motijheel in East South poll, Shantibag in South poll,
Sonargaon Hotel Mogbazar in West poll side.
LIMITATION OF THE STUDY
The present study was not out of limitations. I faced some limitations at the
time of preparing this report. But as an intern it was a great opportunity for
me to know the sales activities. Some constraints are as follow;
• One of the major limitations is the shortage of time. Since the officials
had no enough time to respond toward my query but they had tried their
best to help me to provide information.
• Because of the limitations of various sources of information the report

doesn't contain many important information and data. So, I was
incapable to provide valuable information.
• 'The main constraints of the study are inadequate access of information,

which has hampered the scope of analysis required for the study.
SOURCES OF DATA
(a) Sources data:
All marketing information comes either from internal sources to the firm or
from external sources during the project.
(b) Tools of data collection:
(I) Primary Data: Data originally collected for an investigation are known as
primary data. Such data are original is character and are generated in large
number of surveys by some individual institutions.
(II) Secondary Data: The data, which are collected for some earlier research
work and are applicable or useable in the study. I have presently undertaken
that the secondary data can be divided into two types. Such as –
(1) Internal Secondary Data
(2) External Secondary Data
Secondary data are obtained by visiting competition offices and is the report of
the company. Both primary and secondary sources of data were explored for
the study.

Page 14
 Primary Sources:
(I) Official records of AKTCLCL.
(II) Face to face interview with the AKTCLCL officials
 Secondary Sources:
(I) Monthly financial report of AKTCLCL
(II) Resume of the activities of the international institutions
(III) Through different web address.
(V) Other published materials
BACKGROUND OF THE STUDY
(a) Organizational Background of the study:
Having an understanding of customers is not enough; today’s companies are

starting to play as much attention to tracking their competitors as to
understanding their target customers. A company should constantly compare
its services, price channels and promotion with those of its close competitions.
Like other number and profitable tobacco firm AKTCL also consider competition
carefully. Quality is highly considered in case of foreign marketing but in case
of home marketing it is in different presently. Need to conduct regular
attractive and informative promotional activities.
(b)Theoretical Background of the study:
AKTCL one of the most promising local segmented corporate in Bangladesh.

The already launched brands of the AKTCL have been gaining popularity
among all lower segmented smokers. It gained popularity particularly among
low segmented people and old aged people.

Page 15
ORGANIZATIO
N
PROFILE

Page 16
COMPANY PROFILE
Abul Khair Group is one of the largest and rapid growing companies in
Bangladesh. It is a family oriented business. It was established in 1953 by late
Abul Khair. The company started with Abul Bidi, still a familiar brand for those
who smoke bidis. Later on, the company expanded its business to other
sectors. It is now one of the most successful companies in terms of
professionalism and management excellence. The main business objectives are
to prove guaranteed quality, fair and competitive price and optimum services
leading to total consumer satisfaction.
The product lines of Abul Khair Group include Fast Moving Consumer Goods
(FMCG), Industrial Products and Trading. The company has its prime
manufacturing ventures in steel products, food and beverage, condensed milk,
full cream milk powder, cement, tobacco, soyabean oil, coconut oil, butter oil,
tea etc. Over 10,000 personnel are working for this renowned company
directly.
Among the several units of Abul Khair Group, milk and beverage is one of the
most vital divisions of the group. This division produces and packs condensed
milk, powder milk, several types of juice, flavored milk, drinks, snacks and
supreme quality tea. All of these products ensure supreme quality, availability
and customer satisfaction. All the products are produced under better hygienic
conditions by using sophisticated technology. Total Quality Management (TQM)
is practiced in this division (milk and beverage) and that's why the company
was awarded with the certificate of ISO and HACCP. Premium quality raw
materials are used to produce all the products. These products are distributed
under a strong distribution system. For this reason, the company has a large
number of satisfied and loyal customers with strong brand image.
THE VISION OF THE COMPANY
“To attain quantitative and qualitative leadership in all the sectors we

operate.”
THE MISSION OF THE COMPANY
“Consolidate our position in the areas where we lead and continue to invest in
people, processes and technology to enhance our organizational capability to
ensure long-term and substantial growth. Embracing change at every level to
achieve highest level of professionalism remains as the key focus for all.”

Page 17
THE DIFFERENT SECTION OF ABUL KHAIR GROUP:
Abul Khair Condensed Milk Industries Limited
Shah Dairy Products Limited
Abul Khair Condensed Milk & Beverage Industries limited
Shah dairy Foods Limited
Abul Khair Corporation Limited
Abul Khair Tobacco Company Limited
Abul Khair Steel Mills Limited
Abul Khair Vegetables Oil Industries Ltd
Abul Khair Properties Limited
Smark Coconut Oil Products Limited
Abul Khair Steel Mills Limited
Abul Khair Tea Limited
THE PRODUCTS OF ABUL KHAIR GROUP:
Brands Name Brands Name Brands Name
· C.R. Coil · Star Ship Mango Milk · Shaad Mango Drink
· C.G.I. Sheet · Star Ship Pineapple · Shaad Orange Drink

Juice
· G.P. Sheet ·Star Ship Orange Juice · Shaad Pineapple

Drink
· Ridging · Star Ship Mango Juice · Shaad Lichi Drink
· Star Ship Condensed Milk · Star Ship Chocolate · Shadd Chanachur

Milk
· Star Ship Full Cream Milk · Seylon Tea · Shaad Badam Bhaja
Powder
· Star Ship Fruit Juice · Shaad Snacks · Marise-Special

Blend
· Star Ship Soyabean Oil · Star Ship Coconut Oil · Sun Moon-Filter
Kings

Page 18
· Star Ship Mustard Oil · Shah Cement · Marise White
· Jhalor · 42 No. Abul Bidi · Rally
STUDY
OF
THE REPORT

Page 19
ABUL KHAIR TOBACCO COMPANY LTD.
Abul Khair Tobacco is the most trusted name in the tobacco industry of
Bangladesh. This has been in the industry since 1952 and has been exporting
the best quality tobacco in many countries of the world. Chittagong is an area
located in southern Bangladesh where a distinct type of flue cured tobacco is
grown. The tobacco produced in this zone is accepted as a semi flavor to flavor
style. The color is light orange to deep orange and quality is riper with medium
to high nicotine and medium sugars. The higher stalk position produces a ripe,
orange to deep orange, full flavor style. This style of tobacco has good smoking
characteristics to improve smoke perception.
LEAF PRODUCTION
In Bangladesh Flue Cured Tobacco started to grow from 1968 on experimental

basis in Kushtia district. After 6 years of extensive fieldwork and grower’s
participation, Bangladesh became
self sufficiency of tobacco in terms
of volume. Subsequently, the
extension and growing extended to
elevated hily light soils of
Chittagong, the southern part of
Bangladesh, focussing on quality.
In Kushtia NC-95 variety is grown for long time and yield is about 500 to 550
kilo per acre. The tobacco is usually lemon to lemon orange color, thin to
medium bodied, pliable and soft nature, low to low medium nicotine and
medium sugars. The tobacco of Kushtia region is generally considered as good
quality neutral filler.
An American variety K326 is grown in Meherpur, Jhenaidah and part of Kushtia

in North West part of the Bangladesh. This tobacco has medium to high
nicotine, orange to mahogony color and has medium sugars. In terms of
quality, this tobacco is considered as ripe, neutral filler to semiflavour tobacco.
It has distinct taste and flavor, physical appearance giving it different identify
for improvement of Smoke quality of Cigarette.
Chittagong is an area located in southern Bangladesh where a distinct type of

flue cured tobacco is grown. The tobacco produced in this zone is accepted as
a semi flavor to flavor style. The color is light orange to deep orange and
quality is riper with medium to high nicotine and medium sugars. The higher
stalk position produces a ripe, orange to deep orange, full flavor style. This
style of tobacco has good smoking characteristics to improve smoke
perception.

Page 20
The projected volume forecast of flue-cured production is given below (Figure
in million):
2004 2005 2006 2007 2008
Kushtia NC-95 28 30 33 37 40
K326 13 15 17 18 20
Chittagon
SG-28 09 10 10.5 11 12
g
Total 50 55 60.5 66 72
Out of the above production about 80% to be used for local consumption and
20% will remain for export.
BURLEY
Bangladesh produces burley

in Rangpur, the northern part
and Manikgong, the center
part of Bangladesh. The
tobacco has natural burley note with medium nicotine.
The volume projection is given below (fig. in Million)
2004 2005 2006 2007 2008
Rangpur 1.80 2.00 2.25 2.50 3.00
Manikgo
3.00 3.50 3.75 4.00 4.50
nj
About 90% of the production is exported and only 10% is used for domestic.
DARK VIRGINIA (DV)
This tobacco is grown historically for consumption in Biri.

The manufacturers are not involved in growing this type of
tobacco. Farmers of Rangpur and Dinajpur are traditionally
growing this tobacco. Among the Dark Virginia there are
varieties of category among them JATI, MOTIHARI, TALIM are
notable among them.

Page 21
JATI
Traditional Bangladeshi variety air cured
Tobacco, Heavy Bodied, brown to dark brown
Color, strong smoke characteristics, high
Nicotine 3-4.5%, Low sugar 1-2%. Used in Biri.
MOTIHARI
This is also another Bangladeshi native
Variety of air cured tobacco, heavy body, round
Shape leaf, brown to dark color high nicotine
Tobacco (3-5% nicotine) and low sugar (1-2%).
This variety is used for Biri and also used as

chewing tobacco.
TALIM
Traditional Bangladeshi variety air cured
Tobacco, Heavy Bodied, brown to dark brown

color,
Strong smoke characteristics,
High nicotine 3-4.5%, Low sugar 1-2%.
Used in Biri.
ABUL KHAIR TOBACCO BRANDS
Abul Khair is renowned for producing the finest quality of tobacco in Asia. Abul
Khair has a vast range of product to meet the needs of our existing and
potential buyers all around the world. Abul Khair’s products are widely
exported in many countries of the eastern and western world. The cigarette
manufacturing factory of Abul Khair Tobacco Company Ltd. is in Comilla. There
are many brands of Abul Khair Tobacco. Among the brands the commodities
that are distributed by the M/S. HASHEM TRADING Khilgaon distributor are as
follows;

Page 22
 MARISE
 MARISE WHITE
 SUPER KING WHITE
 SUN MOON FILTER KING
 RALLY
 SPECIAL ABUL BIDI
 SALMON MATCH
 FLAME BOX MATCH
 MARISE
Brand Name: Marine Special Brand.
Segment: Medium.
Pack Design: Golden, Soft and Dreamy.
Brand Identity: Red strip on upper side of golden packaging, golden foil,
Ambushed brand name and special engraved brand logo, company monogram
and bar codes on HLP, Cigarette Die print.
Brand Core Value: Finest special blend at lower

nicotine and higher sugar with smooth taste at lower
price.
Cigarette Size: King Size (84 MM).
Tipping Paper: Regular Cork Tipping.
Filter Plug: 21 MM, Cellulose Acetate Filter with

higher pressure drop.
Cigaretter Paper: High Porosity (minimum 60

coresta).
Packet Size: SS-10s, HLP-10s and HLP-20s packet.
After meeting the local demand of tobacco, Abul Khair has the provision of
exporting them to some foreign countries.

Page 23
 SUN MOON
Brand Name: Sun Moon Filter Kings.
Segment: Low.
Pack Design: Red & Blue (Sun and Moon shaped).
Brand Identity: Crescent strip in between red and blue color combination.
Brand Core Value: Super quality blend with lower nicotine and higher sugar.
Smooth taste and flavor.
Cigarette Size: King Size (84 MM).
Tipping Paper: Regular Cork

Tipping.
Filter Plug: 21 MM, Cellulose Filter.
Cigaretter Paper: High Porosity (Minimum 50 coresta).
Packet Size: SS-10s packet.
After meeting the local demand of tobacco, we have the provision of exporting
them to some foreign countries.
 SPECIAL ABUL BIDI
Brand Name: Abul Bidi (42 No. and

Special),
Launched Date: 1953,
Segment: Very Low,
Brand Core Value: Lower nicotine and higher sugar with Smooth taste and
flavor.
Packet Size: SS-10s packet.
After meeting the local demand of tobacco, we have the provision of exporting
them to some foreign countries.

Page 24
BUSINESS PHILOSOPHY
Abul Khair Group diversified their business in tobacco industry because in
Bangladesh we have 14 crore people. It is large market size to serve and
cigarette demand is increasing continuously for the population. Abul Khair
Tobacco wants to serve medium and low segmented cigarette for their target
market.
In tobacco industry, there are many local & foreign companies. Abul Khair
wants to be local unique tobacco producer with the same quality of foreign
company. For this purpose AKTCL produces Rally for middle segment target
group who like to live stylist life.
AKTCL has its own marketing & sales department in AKTCL chamber. The
functions of this distributor are not very wide and dynamic. Main functions
performed by this department are:
 Product orientation program
 Collection of commodity transferred
 Create market for its product
 Push sale adopt
 Problem solving of sales representatives
 Developing communication strategy
 Preparing sales forecast
 Maintain sales management in the field
 Keeping record of sales
 Keeping record of stock
 Collection & analysis of competitors activities
 Setting Sales Target amount
 Revising Sales Target amount
 Maintaining Sales Target amount
Beside these, it performs a number of activities to conduct their day-to-day

business. Under marketing & sales department, a Brand team performs the key
role of real marketing.

Page 25
DISCUSSION
ON
THE REPORT

Page 26
 MARKETING DEFINITION
1. The act or process of buying and selling in a market.

2. The commercial functions involved in transferring goods from producer to
consumer.
 SELLING DEFINITION
Selling is trying to make sales by persuading someone to buy one's product or
service. From a management viewpoint it is thought of as a part of marketing,
although the skills required are different. Sales often form a separate grouping
in a corporate structure, employing separate specialist operatives known as
Sales Representatives (singular: Sales Representative). Selling is considered by
many to be a sort of persuading "art". Contrary to popular belief, the
methodological approach of selling refers to a systematic process of repetitive
and measurable milestones, by which a Sales Representative relates his or her
offering of a product or service in return enabling the buyer to achieve their
goal in an economic way.
This report will be dealing with the selling and distribution policy and strategies
of Abul Khair Tobacco Company Limited’s distributor. The main study is to
compare and distinguish the distributor’s selling activities with the selling
approach theory.
 SELLING THROUGH SALES PERSON

Firms exist only when their products and services are sold. The various options
that firms have to sell their products are called go-to-market strategies.
Strategies include selling through the Internet, field sales representatives,
business partners, value added resellers, manufacturer agents, franchises,
telemarketers, and others. Selling firms determine which strategy to use
based on such factors as the estimated value of the customer over the lifetime
of the relationship, often called lifetime customer value. Sometimes firms use
several of these strategies at the same time. Using various strategies at the
same time is called a multichannel strategy. Even with changes in technology,
salespeople are still one of the most important elements in many go-to-market
strategies. Organizations whose go-to-market strategies rely heavily on
salespeople are called sales-force intensive organizations. AKTCL is heavily
trying to promote their commodities through the salespeople. The activities of
salespeople depend on the type of selling job they choose. Salespeople often
have multiple roles, including client relationship manager, account team
manager, vendor and channel manager, and information provider for their
firms. AKTCL’s salespeople also play these types of role in the selling market.

Page 27
 Selling Strategies
A number of specific selling strategies come under the umbrella of sales or

selling, including the following:
 Cold calling
 Consultative selling
 Direct selling
 Guaranteed sale
 Needs-based selling
 Persuasive selling
 Price based selling
 Relationship Selling
 Target account selling

 COLD CALLING
Cold calling is the process of approaching prospective customers or clients,
typically via telephone, who was not expecting such an interaction. The word
"cold" is used because the person receiving the call is not expecting a call or
has not specifically asked to be contacted by a sales person. From the above
study we have already come to know that the selling process of the TSO Md.
Anwar Hossain’s troop is not actually matching with the definition of cold
calling selling strategies. So it can be easily say that the distributor agency of
Mohsin is not actually performing the cold calling selling strategy.
 CONSULTATIVE SELLING
Consultative Selling is a selling technique that emphasizes the dialogue
between the salesperson and the customer. Before talking product and/or
service, the salesperson strives to learn about the customer's needs, and may
even help the customer identify and phrase these needs. Then, instead of
delivering a standard sales pitch about a product or service, the salesperson
can sell a tailored solution that meets the customer's needs, using the
customer's language.
There are three primary differentiators that mark a Consultative Salesperson:
o They ask more questions.

Page 28
o They provide customized (as opposed to generic) solutions.
o Their calls are more interactive.
The customer's needs are identified by the Consultative Salesperson through a

combination of preparation and interactive probing. Above definition cleared
that in terms of consultative selling strategy, products or commodity are well
decorated after a need be identified. It is known to us that the commodities of
AKTCL are ready or produced before the need of customer is identified. So, we
can straightly as well as clearly say that the Mohsin’s distributor is not actually
performing or adopting the consultative selling strategy too.
 DIRECT SELLING
Direct selling is a retail channel for the distribution of goods and services. At a
basic level it may be defined as marketing and selling products, direct to
consumers away from a fixed retail location. Sales are typically made through
party plan, one to one demonstrations, and other personal contact
arrangements. A text book definition is: "The direct personal presentation,
demonstration, and sale of products and services to consumers, usually in their
homes or at their jobs."
According to the WFDSA, consumers benefit from direct selling because of the
convenience and service it provides, including personal demonstration and
explanation of products, home delivery, and generous satisfaction guarantees.
Direct selling is distinct from direct marketing because it is about individual
sales agents reaching and dealing directly with clients. Direct marketing is
about business organizations seeking a relationship with their customers
without going through an agent/consultant or retail outlet.
By far the majority of direct selling companies use a multi-level compensation

plan, where the agent is paid not only for their own sales but also a percentage
of the sales of other representatives they introduce into the organization and
help train.
We know that the basic commodities of AKTCL are cigarettes. Sometimes, TSO
Md. Anwar Hossain adopt direct selling strategy to promote brands. During my
internship, I have experienced this type of strategy adopted by the TSO Md.
Anwar Hossain to promote Marise brand. TSO trained all the SR and BP about
the technique that he actually wants to adopt. Then he divided all of them into
team basis in different region to promote their brand with a team leader. They
were trained to give free sample if necessary to those customers who are the
smoker of competitive brand.
 GUARANTED HOME SALE

Page 29
The guaranteed home sale is a program offered by some realtors in North
America. The program guarantees that a home will be sold for a certain
amount of money and by a certain date, or the realtor (or in some cases the
brokerage or an investor) will purchase the house. This type of selling strategy
is not using by the Mohsin’s distributor.
 PRICE-BASED SELLING
Price-based selling is a specific selling technique in which a business,
exclusively reduced their price in attempt to close the sales cycle. Price-based
selling clearly exists in businesses such as: commodity sales, auto sales,
hospitality, and even some retail stores. However, it is only recommended that
commodity items like petroleum be sold exclusively by price. Price based
selling does nothing more than erode your price, reduce profit levels and
creates an impression in your customers mind that all of your products and
services are priced at a level to take advantage of them. The drawback to
Price-based selling is that it results in the good or service that is sold becoming
a commodity and a commodity by definition is a product or service that has no
differentiating qualities or characteristics from competing products or services
in its class. A 2007 Shop zilla survey asked 2000 shoppers what the most
important factor was in their buying decision, and 49% said price is the most
important.
Most businesses sell their items, whether they are expensive automobiles, or
inexpensive services based upon price. They do this not because it is the most
profitable, but because they believe it is the easiest way to attract customers.
Consumers and Business-to-Business buyers alike may be easily enticed to buy
based upon price. Consumers are always hunting for the best bargain and price
has a direct impact on whether or not they will buy a product or service.
Businesses know that offering the lowest price gives them a competitive
advantage against other similar products the customer may be looking at.
The goal of price based selling is to capture the business of price sensitive
sellers. Customers who shop purely based on product cost will have the most
interest in bargain buys. Pricing is directly related to the revenue management
department of a business, and any good revenue manager will make sure they
are doing everything possible to maximize profits.
The price of cigarettes is one of the most important factors affecting tobacco
consumption as high cigarette prices can prevent people from taking up
smoking and encourage those who smoke to quit. The World Bank (1999)
calculated that a 10% increase in the price of cigarettes can reduce demand by
around 4% in high income countries. Due to this high cost of cigarettes many
smokers are switching to lower priced discount brands.

Page 30
As it is assured that the cigarette of AKTCL is lower segmented brands, all
types of lower income based customer are the market of AKTCL.
Various Methods
Price-matching guarantees
Price-matching guarantees are commonly used in consumer and industrial

markets. Best Buy has always been known for their price-matching guarantee
as well. While a store with price matching guarantees has no fear of losing
customers to rivals’ price cuts, it has every incentive to raise its own price to
charge a higher price to its loyal customers. It is an anti-competitive tactic that
warns competitors not to attempt to steal market share by undercutting prices.
AKTCL is not actually allowed this type of selling strategy. That does not mean
the price is different from the competitors, price is same as far as the lower
segment is consideration.
Price slashing
Price cutting is a sales technique that reduces the retail prices to a level low
enough to eliminate competition. Businesses will implement this as a way to
under-cut the competition and offer the best price to the consumer. Basically,
no company implement this type of method in terms of cigarette industry.
Discounting
Discounting is something seen in almost every retail store, and grocery store.
Discounting is present in just about every business in some way, whether it be
coupons, advanced purchases, or bulk buying, businesses are quick to offer a
pricing discount. AKTCL has a system of free pack program. If any retailer gives
7 inside cover of any brand he or she will be given a single pack brand totally
free. Coupons and promotions give an economic incentive for the customer to
use when purchasing a brand. The effect on consumer redemption of coupons
has mostly been positive as it attracts customers, and gives them interest in a
particular brand. Discount brands are becoming more popular among lower
Socio-economic Groups. As the price of cigarettes continues to increase
smokers are becoming more likely to trade down to discount brands which are
becoming more and more acceptable due to their increased recognition and
popularity in the market-place. Overall, the industry recognizes that discount
brands have the potential to fulfill both the emotional needs and the practical
needs of many smokers.
Haggling

Page 31
Haggling, otherwise known as bargaining, is most present in businesses where
items have no fixed price. Sellers will often price the item higher than they
want to sell it, knowing that buyers are going to want to negotiate the price.
As the prices of AKTCL brands are fixed, there is no option to bargain but to
shift the segment or taste.

Page 32
 TARGET ACCOUNT SELLING
AKTCL distributor follows the TAS strategy. This selling target varies from 1020
to 1030 unite per SR daily. Not only SR but also this selling target varies from
brand to brand. When this target is given to each SR for one month, each day
all the SRs are given reminder by the TSO about the monthly selling target
improvements. If any one fails to complete his or her daily target unit, the next
day he will be reminded about the monthly target and the previous
uncompleted target amount to fulfill that day, so that the SR can complete his
monthly selling target properly. Introduced in an intensive, highly interactive
program, the TAS process helps sales professionals win more business by:
• Focusing on the right issues with the right people at the right time
• Developing effective plans for sales campaigns
• Communicating more effectively within the sales team
• Shifting the focus of salespeople from tactical to strategic issues
(TAS) is a structured, repeatable methodology that enables sales organizations

to:
 Improve bid-to-win ratios
 Shorten selling cycles
 Minimize discounts and negotiated concessions
 Establish clear, unique business value with customers
 Reduce selling costs through more efficient resource allocation
 Increase sales per employee
 Build successful sales organizations quickly by getting new

employees more productive sooner
 Decrease risk of unprofitable, resource-intensive contracts
 Enhance account control and forecast accuracy
 Eliminate departmental barriers with a common sales language
TAS emphasizes real-world application by testing the program concepts against

live sales opportunities. Throughout the program, sales professionals create a
refined, winning plan for securing new business. TAS is highly effective in
organizations with selling environments marked by:

Page 33
o Intense competition
o Customer buying decisions with high financial, strategic or

organizational impact
o Decision makers at many levels in the customer organization, often

requiring a team sale
o Protracted, costly sales cycles
o Big rewards for success, and even bigger costs for failure
Target Account Selling Includes Learning To:
⇒ Assess the Opportunity
TAS is an objective process that reveals critical customer, business and

competitive information, and drives an informed decision to compete. AKTCL
adopted this type of selling strategy to assess the opportunity for the sales
persons.
⇒ Set the Competitive Strategy
TAS creates or shows a framework for determining the most effective approach
to winning the customer’s business. Through this type of selling strategy
salesperson of AKTCL can do competitive selling effort every period of their job
schedule.
⇒ Identify the Key Players
TAS is a method to identify the roles and status of people who affect or will be
affected by customer buying decisions. Through TAS strategy a salesperson of
AKTCL can be able to know the monthly mission to do. So that, he can moves
himself according to the monthly target schedule.
⇒ Define the Relationship Strategy
TAS is a process to align with influential decision-makers in the buying

organization who can help you win the sales opportunity. As target has been
prescribed monthly and revised everyday, they keep good relationship with the
key buyer of their commodity.
⇒ Turn Ideas into Activities
TAS is an approach to identify specific tactics needed to win the opportunity

and the resources required to support each task. According to the target, every
salesperson of AKTCL tries to push sale through their interpersonal skill with
emotional motivation.

Page 34
⇒ Test and Improve the Plan
It is a structured process that analyzes Opportunity Plans and refines them to

the highest possible quality for implementation in the field. To foster teamwork
and maximize the return on training investment, sales teams should attend the
TAS program with their managers. Team members can then immediately apply
the Target Account Selling tools and language for more effective collaboration
in the field.
DESCRIBING SALES JOBS
Descriptions of sales jobs focus on six factors:
1. The stage of the buyer–seller relationship.
2. The salesperson’s role.
3. Importance of the customer’s purchase decision.
4. Location of salesperson–customer contact.
5. The nature of the offering sold by the salesperson.
6. The salesperson’s role in securing customer commitment.
 Stage of Buyer–Seller Relationship: New or Continuing

Some sales jobs emphasize finding and selling to new customers. Selling to
prospects requires different skills than selling to existing customers. To
convince prospects to purchase a product they have never used before,
salespeople need to be especially self-confident and be able to deal with the
inevitable rejections that occur when making initial contacts. On the other
hand, salespeople responsible for existing customers place more emphasis on
building relationships and servicing customers.
 Salesperson’s Role: Taking Orders or Creating New Solutions

Some sales jobs focus primarily on taking orders. This type of selling jobs is
already in AKTCL. SR goes to the route level and takes order from the
shopkeepers. Sometimes to complete their daily target unit, they push
shopkeepers to buy their brands, of course persuasive and emotional way
rather than forceful way.
 Importance of the Purchase to the Customer

Consumers and businesses make many purchase decisions each year. Some
decisions are important to them, such as purchasing a building or a business
telephone system. Others are less crucial, such as buying candy or cleaning

Page 35
supplies. Sales jobs involving important decisions for customers differ greatly
from sales jobs involving minor decisions. Consider the company that needs a
computer controlled drill press. Buying the drill press is a big decision. The drill
press sales representative needs to be knowledgeable about the customer’s
needs and the features of drill presses. The salesperson will have to interact
with a number of people involved in the purchase decision. But the AKTCL
cigarettes is not so heavily expensive not so important or convenient goods,
that’s why purchasing decision is not important in this case. As results, all the
BP and SR have to be very sincere about their selling effort.
 Location of Salesperson–Customer Contact:

Field or Inside Sales
⇒ Field salespeople spend considerable time in the customer’s place of

business, communicating with the customer face-to-face.
⇒ Inside salespeople work at their employer’s location and typically

communicate with customers by persuasive and push sale method. Field
selling typically is more demanding than inside selling because the former
entails more intense interactions with customers. Especially BPs of AKTCL are
trying to play this type of role. Field salespeople are more involved in problem
solving with customers, whereas inside salespeople often respond to customer-
initiated requests.
 The Nature of the Offering Sold by the Salesperson: Products or

Services
The type of benefits provided by products and services affects the nature of
the sales job. Products such as chemicals and trucks typically have tangible
benefits: Customers can objectively measure a chemical’s purity and a truck’s
payload. The benefits of services, such as business insurance or investment
opportunities, are more intangible: Customers cannot easily see how the
insurance company handles claims or objectively measure the riskiness of an
investment. Intangible benefits are harder to sell than tangible benefits
because it is difficult to demonstrate intangible benefits to customers. It is
much easier to show a customer the payload of a truck than the benefits of
carrying insurance. As cigarette commodity AKTCL giving one pack free for
those retailer who buy one carton cigarette that means if any retailer buys 200
cigarette (One Carton) 10 cigarette or one packet free for those retailer.

Page 36
EMPLOYEES or HIERARCHY
In AKTCL marketing and sales department have a number of employees

working under R.S.O. (Regional Sales Officer). R.S.O. sits on the 1st floor of the
chamber. Numbers of employees are working in different positions in the
ground floor of AKTCL chamber. Here I found:
(R. S. O.) Regional Sales Officer

(Atiqul Ehsan)
(T. S. O.) Territory Sales Officer Md. Kamruzzaman

(Md. Anwar Hossain)
Md. Fazlul Karim
Md. Abdul Latif
(Z. I.) Zone In charge Md. Shoriful Islam

Total 4 (Z. I.)
(S. R.) Sales Representative = Total 20 (S.
(V. P.) Van Puller = Total 20 (V. P.)
M. R. Md. Mitul Hassan

(Merchandising Representative)
Total 2 (M. R.)
Md. Zakir Hossain
(B. P.) Brand Promoter = Total 27 (B. P.)
Regional Sales Officer (R. S. O.) sits on the first floor of the chamber. In
numbers (R. S. O.) is one and he controls three territory offices, which are
located in Dhanmondi office, Basabo office and the Khilgaon office. I am doing
my internee in the Khilgaon branch distributor. Among the other staffs Territory
Sales Officer (T. S. O.) is one in number and he control a large area’s sales
volume. T.S.O. is the in charge of a single office. He will responsible for the one

Page 37
particular area’s sales target. He controls all the other staffs of the offices.
Among the Zone In charge (Z. I.) they are 6 in numbers but during my intern
period I have found four Z. I. and I have also exposed their name too. Less than
six Zone In charge there are twenty Sales Representative (S. R.) as well as Van
Puller (V. P.) with each S. R. There have also two Merchandising Representative
(M. R.) who works under T. S. O. too. About twenty seven Brand Promoter (B.
P.) also working under personal supervision of T. S. O. These employees have
divided by zone basis and each zone has an in charge. All the forces and staffs
are recruited and maintained by the territory sales officer Md. Anwar Hossain.
Territory Sales Officer (T. S. O.) recruited by the head office recruiting
procedures. Sales team working all over the zone. Six zones in charge manage
these sales forces and try their hard to fulfill their monthly sales target unit.
The actual marketing activities of AKTCL are performed by the Territory Sales
Officer. Not only that about the entire job under the marketing and selling
department are directed and maintained by the T. S. O. Md. Anwar Hossain.
 ATTACHMENT OR JOB DESCRIPTION

I have done my internship on AKTCL and through my internee; I have learned
the field selling executive job as well as employee control strategy as well. I
have gone through a lot of practical job experience; which I have tried to
mention them in my report as possible as my best effort;
 REGIONAL SALES OFFICER ATTACHEMENT

Role of Regional Sales Manager (R. S. O.)
Regional Sales Officer is the team leader of his region. He motivates and
impels his team members to achieve the targets. Basically he implements the
distribution plan in his region with the help of his team. The regional manager
reports to the head of Trade Marketing and Distribution. A Regional Sales
Officer (R. S. O) controls three or four area’s distribution process and holds the
power of sales territory management. R. S. O. helps out in the implementation
and development of TM&D national plans and strategies for his area. He is the
team leader for his area team. He utilizes the company human resources in an
effective manner. In addition he also utilized the distributor resources in a
manner by which he gains the maximum output.

Page 38
 TERRITORY SALES OFFICER (T. S. O.) ATTACHEMENT
Role of the Territory Sales Officer (T. S. O.)
A Territory Sales Officer (T. S. O.) is a key person of AKTCL. He focused outlets
for which he makes & executes trade marketing & distribution plan to meet
out. T. S. O. Assists the R. S. O. for implementation of above said goals in an
effective and efficient manner. Further he directly interacts with the distributor
and Trade. The achievement of TM and D targets and merchandizing is one of
the core responsibilities of T. S. O. He also manages the given human resource
of own and distributor. Even sometimes or it can be said that most of the cases
he recruits his own Sales Representatives as well as brand promoter and others
also. His main agenda behind the recruiting personnel is to fulfill the trading
target amount given by the TM and D.
 Visiting the outlets everyday
 Distribution management
 Intelligence of market
 Cycle activity execution
 SR management
 Wholesale management
 Merchandising selection & placement
 Administration of record & stock
 Supervision on Zone In charge (Z. I.)
The basic responsibility of a T. S. O. is to visit most of the selected outlets in a

month to keep in touch with the market information of our own brand and
competitors. He go to this outlet and create a good relationship with
shopkeeper and with the help of good relationship he can increase the sale of
AKTCL brands. Government bans advertisement of tobacco, so T. S. O. focuses
on these retailers because they are the advertisers of AKTCL brands.

Page 39
AREAS OF T. S. O.
The area of Md. Anwar Hossain, T. S. O. of Khilgaon distributor agency is vastly

well organized. He perform the major part of hi job in building a good image of
his brands toward the customer as well as retailer. He perform and supervise
the below activities;
Comola Pur Stadium Saeda Bad Road
Shah Jahan Pur Golapbag Chowrasta
Under Khilgaon Fly Over

Tikatuli
Chowrasta
Khilgaon Chowrasta
Razdhani Super
Market
Sepahibag Area
of Kaptan Bazar
Meradia
Nobabpur Road
Bonosree
Territory
Rampura Sales Officer Bongshal Road
(T. S. O.)
Khilgaon Jhilpar Nazim Uddin Road
Modhu Bag Road Md. Anwar Chankhar Pull

Hossain
Mogbazar Road
Dhaka Medical College
Beylli Road
TSC and Shahid Minar
Eskaton Road
Shahabag Road
Shahabag Road Right Side Only

Page 40
 RESPONSIBILITY
 Review discussion on the previous day’s morning meeting topics and the
instructions given
 Discussion on the solution to the problem created during the previous

days
 Give instruction to all the Sales Representatives as well as Zone In

charge in accordance to the head quarter direction if there are any
 Let the SR inform to the retailer about the particular decision taken by
the head office for the retailer
 Writing down some important suggestion from the SR which were given
by the retailer and let inform to the head office to emphasize on that
 Special instruction giving to the SR, BP or ZI about the promotional

activities taken by the head office
 In case of employee absence, let know to all employee about that

absenteeism
 If there are any logistic problems discuss with the BP, SR, ZI about the
problems to solve
 Discuss with the distributor about the DD/TT stocks
 If there are any promotional activities going on discuss with all the BP,SR
and ZI about the matter
 After distributing all the daily task of BP, ZI and SR, supervise them all
 ATTACHEMENT WITH MERCHANDISING REPRESENTATIVES
PROMOTION CO_ORDINATOR
Merchandising Representatives (M. R.) is attached with Regional manager and

give report to him about any activity that he performs. In my office there are
two Merchandising Representatives (M. R.) and they are Md. Mitul Hassan and
Md. Zakir Hossain. Company gives promotional material in regional office. M. R.
coordinators control this and after that they divide this material in all areas
according to their sale volume or their requirement. His job is to execute plan
to increase merchandising presence in the region.
⇒ RESPONSIBILITIES

Page 41
1 Main responsibility of M. R. is to effective utilization of budget
according to brand.
2 He should control the supplier management.
3 He must fulfill the distributor claim.
4 Maintain supplier settlements.
⇒ BUDGET OF BELOW THE LINE

It is responsibility of M. R. to take care of budget allocation to the region with
the approved of Regional Sales Officer. He gives budget according to brand
wise and he should maintain brand expenses. His responsibility is to develop
and execute promotion plan through T. S. O. Internally the sales promotion
coordination with R. S. O. cycle planning and brand manager for promotion
design and executions etc. Externally he deals with suppliers contractors trade
channels organizers and consumers. He also deals with local administration for
public relation and permissions to ensure smooth execution of promotion,
sponsorship activities and promotion van operation etc.
⇒ PURCHASE ORDER
It is conduct after the approval of indent from Regional Sales Officer. It is
permeation from Regional Sales Officer and it conform the availability and
allocation of funds for certain activity that relates to promotion.
⇒ GOOD RECEIPT NOTE

It is essential before the processing of bills and claims. After receiving GRN
merchandising and promotional coordinator perform next activity.
 ATTACHMENT WITH BRAND PROMOTER

A Brand Promoter (B. P.) works under the personal supervision of T. S. O. T. S.
O. Gives them overall instruction. At the end of day a B.P. give report to T. S.
O. So we can say TSO supervises all BP, SR, ZI VP as well as MR. The basic
responsibility of BP is to communicate with customer and promote their
brands. TSO divided all of the BP into ten area with two or three members a
group where necessary to do their promotional activities. TSO confirmed me
that because of the government prohibition of advertisement in public, we
have increases our brand promoter. I was attached with Md. Anwar Hossain
(TSO). He is a graduate. He is very funny person. But when requires he can
perform extreme serious man in the office. His presentation is excellent. He is
very careful about consumer. His speaking power is very attractive. He acts
upon all objectives of BP in real sense.

Page 42
So, I have learnt maximum knowledge about market with the help of Mr. Anwar
Hossain (TSO). I saw other ZI but unfortunately they are not so much active.
But Md. Anwar Hossain (TSO) is very active. He has a sharp brain too. He is
very cooperative and young. He properly does his duty to ensure the
availability of all brand and specially Rally and Marise brands. He convinced the
consumer with the help of incentives like, cap, digital clock, glass, plate as well
as free sample of particular brand etc.
AKTCL gives a Plano gram to every BP. So Md. Anwar Hossain (TSO) also works
according to Plano gram. He put Marise brand stock then Marise White, Super
King special filter is second and at last Rally and Special Abul Bidi. He was also
decorating the out let with merchandising material.
OBJECTIVES OF BP
o Topping Up
o Availability
o Visibility
o Pack display
o Promotion awareness
o Consumer contact
o Merchandising awareness
o Competition awareness
o Market intelligence
o Out of stock
 ATTACHEMENT WITH SALES REPRESENTATIVE

Sales Representatives are the key persons of the AKTCL company .We can say
that Sales Representatives are the earning hand and air of AKTCL, so he is the
only person who faces all customers directly. So they can play a vital role in
any company. AKTCL takes care of their Sales Representatives. AKTCL
conducts lot of training programs for Sales Representatives. AKTCL conduct
training program once during recruitment period. Md. Anwar Hossain (TSO)
directly train them. These training undergoes into three departments. After all
these three way training process, (TSO) Md. Anwar Hossain re examine them
for their effective training completion. Sales Representatives are working under
the direct supervision of Zone In charge as well as Territory Sales Officer (Md.

Page 43
Anwar Hossain). Zone In charge is a line manager of Sales Representatives.
AKTCL is such type of company in which most of Sales Representatives are
educated, so that, they done their work in proper manners. The basic
responsibility of Sales Representatives is to communication of product and
promotion both. Work of Sales Representative is to get order from the outlets
and to deliver the stock requirement in accordance with TSO’s instructions. A
Sales Representative should be a best communicator. He should create a long
term and good relationship with their shopkeepers to get highest benefit from
trade. A Sales Representative should responsible for providing after sales
service in case of any complaint means return of D+D (damage & dry) stock
etc. I was attached with Md. Anwar Hossain.
⇒ NINE STEP SALES CALL

Nine step of call is very effective for salesmen and as well as employee of
AKTCL. With the help of these steps a salesman done his job in a good
manner he accomplishes his work within time. These steps are;
 Preparation
 Approach
 Stock check
 Presentation
 Closing
 Internal store marketing
 Consumer contact
 Evaluation
 Administration
 PREPARATION:
In this first step a salesman should check the stock, which is required in
market. In the morning he should be neat & clean if he feels any deficiency, he
should be control this deficiency. He should check the van and he should have
the cash memo and ballpoint. All the point also be checked by the TSO Md.
Anwar Hossain too.

Page 44
 APPROACH:
Complete the passage from distributor to shop and when reach in shop he
must understand the behavior of shopkeeper. According to the behavior of the
retailers, the SR approach in accordance with the situation.
 STOCK CHEK:
SR of AKTCL check all brands are available in the shop and if any brand is short
then he should complete the stock and give the stock to shopkeeper according
to its sale volume.
 PRESENTATION:
If SR has any information about any brand of AKTCL, he should give to shop
keeper and if AKTCL offers any scheme and promotion, the responsibility of SR
is to give all these information to shop keeper.
 CLOSING:
Give maximum material to shopkeeper. Check cash memo and at the end,
close all written work.
A Sales Representative cannot act on nine step of call, because lack of

education a Sales Representative faces a lot of problems. I saw shopkeepers
were very angry with Sales Representative. They demand shirts, Caps, wall
clocks and other such incentives. So Sales Representative also faces these
types of problems.
 IN STORE MARKETING & MERCHANDISING:
If AKTCL gives promotion to any shopkeeper, Salesman should check the

display of all brands, arrangement of all brands. The place where these
promotional activities exist, should be neat & clean.
 COSUMER CONTACT:
This step is most important for salesmen and sales promoters as well. In which
we convert the smoker to AKTCL brand if he use any other brand. In this step
SR convince the customer to use the brand of AKTCL.
 ADMINISTRATION:
Administer to all activities like cash memo, DSD etc. All the SR has to report
everyday in daily cash memo. SR also has to perform administrative job during
field work.
 EVALUATION:

Page 45
Sales Representatives always do evaluation of self-analysis during whole day
and if any deficiencies occur note them and control in the next tour. An
ordinary SR try to maintain the nine step of sales call process.
A salesman cannot act on nine step of call because lack of education a

salesman faces a lot of problems. I saw shopkeepers were very angry with
salesman. They demand shirts, liters, wall clocks and other such incentives. So
salesman also faces these types of problems.

Page 46
⇒ CUSTOMER RELATIONSHIP MANAGEMENT
A Sales Representative should build a very healthy relationship with the
retailers. He should have a strong grip on local languages. He should checks
rates offered to retailers. He also must offer or inform about the incentives
given by the organization to the retailer. Sales Representatives of AKTCL is
very sharp. They have all the skill to support their selling job.
⇒ FIXED SALES SUMMARY (FSS)

A Sales Representative should monitor brand wise sales productivity. In
particular beat FSS is essential tool. In TAS selling strategy all the target of
each brand has been prescribed by the superior.
⇒ SALES REPRESENTATIVE’s SALERY

AKTCL gives salary on monthly based instead of sales commission based to its
Sales Representatives. AKTCL gives monthly salary according to the company
regulation. AKTCL clear the monthly salary within 30 days. The actual working
day period according to the AKTCL regulation and policy is 25 days working
period and remaining 5 days left for their payment clearance. Friday is the
weekly holiday for the all employees. During Eid special vacation period, it is
done just before the Eid day.
⇒ STEPS CLAIM PROCESS OF DAMAGED & DESTROYED STOCK

In case of any DD or DDT a sales representative of AKTCL follow the
below formality to support the retailer demand;
1: Collection of D+D stock
2: Physical presence & verification by T. S. O.
3: Entry on D+D book by T. S. O.
4: Entry on computerized summary of claim
5: D+D claim form preparation by distribution
6: Signature from T. S. O.
7: Handing over to TM&D for payment process.
⇒ SALES REPRESENTATIVES TRAINING PROGRAM

AKTCL is very caring company. AKTCL conducts Sales Representatives training
program once in a year. During my internship AKTCL RSO conducted a training

Page 47
program in indoor office at first floor. There all the SR were gather together and
trained by the RSO and by the ZI as well as by the TSO after one day gap. This
raining was occurring at 6:30 pm. That was the end time of that day’s sales
job. This time was selected by the AKTCL authority because of not disturbing
the regular sales volume. All Sales Representatives of this distributor were
there. In which two T. S. O. are also available there. At the start of program, T.
S. O. gave introduction to all of Sales Representatives to RSO for making
program more interesting.
T. S. O. plays a game between Sales Representatives. For this proposes they

set teams. Every team conducts 5 members or there are 5 members in every
team. The TSO train all the SR about the 9 step sales call process. So, that was
very interesting program and was very effective for Sales Representatives. At
the end AKTCL launch to all of candidates. Timing of program was (6 to 8) pm.
So, in two hour Sales Representatives learn maximum knowledge about 9
steps. At the end Md. Anwar Hossain gives instruction to all Sales
Representatives. Actually the basic purpose of this program was to increase
the efficiency of all Sales Representatives.
 WARE HOUSE EXECUTIVE ATTACHEMENT

Warehouse executive is accountable for the supply chain management of from
areas warehouse to the distributor. The name of ware house executive is Mr.
Bappi. Warehouse executive’s other responsibilities are inventory control,
system administration, receive daily money account from the SR, maintaining
balance sheet, record maintenance and stock management as per supply chain
guidelines. The function of warehouse is to provide right product, at right time,
in right quantity in an efficient manner to satisfy TSO. “Warehouse in -charge”
and an excise officer in the routine operations assist warehouse executive.
Production and supply chain department controls area warehouse.
⇒ STOCK REGISTER
AKTCL maintains a register that is called SD for the purpose of daily sales. This
is the legal responsibility by the company to maintain a stock register on daily
bases.
REGISTER SHOWS
 Total stock that received during the month
 Total stock available at month start
 On hand stock
 Split of DD, VDD

Page 48
This is the annual marketing information register in which all the information
about total brand of AKTCL on annually basis this register shows the market
volume of AKTCL. It also shows the secondary sale volumes, coverage of daily
sales stock. With the help of this register we see accumulated sales trends and
brand wise sales trends.
⇒ ORDER CONTROL FORM (OCF) / DAILY SALES DRAFT

Distributor produced OCF/DSD in which defined the estimated consumer
demand. OCF is daily average channel wise sale and it is prepared for each
days forwarded as well as approved by the TSO and recorded by the ware
house in charge Mr. Bappi.
The Sample of the DSD or OCF is as follows;
By the above draft all the SR summarizes their daily sales and report this paper
to the Zone In charge and approved by the TSO Md. Anwar Hossain and after
all this activities done Assistant Manager note down the daily sales and receive
the cash amount from the SR. After receiving the cash from the SR, all SR
become relieve from their day’s job. Thus, AM Mr. Bappi maintain the account
records and also prepare monthly profit and loss account.
⇒ PLANNING ABOUT JOURNEY

TSO set out the monthly activity plan for SR as well as ZI and BP too. This is
called journey planning. A Territory Sales Officer visits those shops, which have

Page 49
high sale volume and very big occurrence happened. So, with the help of this a
T. S. O. easily plan out their monthly activities. A ZI planned about the monthly
journey in a written form and TSO revise them very often, whether they are
doing appropriately or not. With the help of this monthly journey planning a
TSO can very well know and understand when and where a ZI can be found. If
a ZI or any other personnel can not be found in accordance with the planned
paper, then those personnel will be punished in accordance with the rule
regulation of the AKTCL.
⇒ OBJECTIVE OF JOURNEY PLANNING

1: It is the basic responsibility of T. S. O. to visit all rural areas.
2: He should also visit wholesale market.
3: the main objective of journey is to contact with Sales Representative.
4: In the morning T. S. O. gives instructions or planning to all SRs.
5: In distribution he should also control distribution all of management.
6: Planning of 400 outlets minimum
7: Another basic responsibility is to keep control over Zone In charge
 RCS (Retail Classification System)

Every T. S. O. visits 600 outlets monthly. He visits 20 outlets every day. So,
retail classification survey is called as RCS. RCS gives information about
classification of outlets in connection to volume, quantity. With the help of RCS
a T. S. O. performs trade marketing and development activities. RCS provides
ease to develop beats of Sales Representative & coverage plan. With the help
of RCS we can get the information of total outlets.
SALES REPRESENTATIVES REQUIREMENT
CUSTOMER AND PRODUCT KNOWLEDGE
Effective salespeople need to know how businesses make purchase decisions

and how individuals evaluate product alternatives. In addition, effective
salespeople need product knowledge—how their products work and how the
products’ features are related to the benefits customers are seeking. A SR
should know about the price detail of the brands, about the promotional
program regarding the brands.
FLEXIBILITY

Page 50
The successful salesperson realizes that the same sales approach does not
work with all customers; it must be adapted to each selling situation. The
salesperson must be sensitive to what is happening and flexible enough to
make those adaptations during the sales presentation. TSO of AKTCL Md.
Anwar Hossain always trains to all the sales representatives to be flexible
during selling the commodity with the retailer. He also trains them to cope with
the situation during the selling approach.
CREATIVITY
Successful salespeople use their creative juices to build bridges to their

customers, gain long-term commitments, and effectively manage relationships.
Creativity is the trait of having imagination and inventiveness and using it to
come up with new solutions and ideas. Sometimes it takes creativity to get an
appointment with a prospect. It may take creativity to develop a long-
remembered presentation in the buyer’s mind or it takes creativity to solve a
sticky installation problem after the product is sold.
CONFIDENCE
Successful salespeople tend to be confident about themselves, their company,

and their products. They believe that their efforts will lead to success. Don’t
confuse confidence, however, with wishful thinking. According to research,
truly confident people are willing to work hard to achieve their goals. They are
open to criticism, seek advice from others, and learn from their mistakes. They
expect good things to happen, but they take personal responsibility for their
fate. People who lack confidence, according to these same studies, are not
honest about their own limits, react defensively when criticized, and set
unrealistic goals.
EMOTIONAL INTELLIGENCE
Salespeople span the boundary between their companies and the companies’
customers. At times the objectives of the company can differ from those of the
customers. The company wants the salesperson to make profits, and the
customer wants to buy a product that meets his or her needs at the lowest
price. Dealing with these conflicting objectives can be very stressful for
salespeople.
COMMUNICATION SKILLS
The key to building strong long-term relationships is to be responsive to a

customer’s needs. To do that, the salesperson needs to be a good
communicator. But talking is not enough; the salesperson must also listen to
what the customer says, ask questions that uncover problems and needs, and
pay attention to the responses.

Page 51
TRUSTWORTHINESS
Most salespeople work in the field without direct supervision. Under these
conditions they may be tempted to get up late, take long lunch breaks, and
stop work early. But successful salespeople do not surrender to these
temptations. They are self-starters who do not need the fear inspired by a
glaring supervisor to get them going in the morning or to keep them working
hard all day. Spending long hours on the job is not enough. Salespeople must
use their time efficiently. They need to maximize the time spent in contacting
customers and minimize the time spent in traveling and waiting for customers.
To do their job effectively, salespeople must organize and plan their work.
Finally, successful salespeople are motivated to learn. They must continually
work at improving their skills by analyzing their past performance and using
their mistakes as learning opportunities.
INDEPENDENCE AND RESPONSIBILITY
Many people do not want to spend long hours behind a desk, doing the same
thing every day. TSO of AKTCL Md. Anwar Hossain is one of the examples of
such person. They prefer to be outside, moving around, meeting people, and
working on various problems. Selling ideally suits people with these interests.
The typical salesperson interacts with dozens of people daily. Most of these
contacts involve challenging new experiences. Selling also offers unusual
freedom and flexibility. It is not a nine-to-five job. Most salespeople decide how
to spend their time; they do not have to report in. They have the freedom to
determine what they do during a day, to decide which customers to call on and
when to do paperwork. Long hours may be required on some days, and other
days may bring fewer demands. Because of this freedom, salespeople are like
independent entrepreneurs. They have a territory to manage and few
restrictions on how to do it. They are responsible for the sales and profits the
territory generates. Thus their success or failure rests largely on their own
skills and efforts.

Page 52
MARKETING PROCESS
During the past century most Companies were small and knew their customers
first hand. Managers picked up marketing information by being around people,
observing them and asking questions. During this century, however, many
factors have increase of the need for more and better information. As sellers
use more complex marketing approaches and face more competition, they
need information of the effectiveness of their marketing tools. Managers need
more up-to-date information to make timely decision.
In carrying out marketing analysis, strategies, planning, implementation and

control marketing mangers need information at almost every turn. They need
information about customers, competitors and other forces in the market
place. One marketing executive put it this way – “To manage a business well is
to manage future and to mange the future is to manage information.
Increasingly marketers are viewing information just as input for making better
decision. But also as an important strategic asset and marketing tools.
In this project work the topic was to “Marketing Strategy of Abul Khair Tobacco
Company Limited”. During the project, a conclusive method of the marketing
and selling approach was followed to find out the selling concept and reality.
While working on the project, it was realized that the selling tobacco work is
very hard to establish any marketing strategies before making decision.
MARKETING CONCEPT
There are different types of marketing concepts;
Marketing Concepts
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing
Concept
Customer Concept

Page 53
Page 54
 THE PRODUCTION CONCEPT
Production Concept is a concept where goods are produced without taking into
consideration the choices or tastes of your customers. It is one of the earliest
marketing concepts where goods were just produced on the belief that they
will be sold because consumers need them.
Management Obligation
Management should concentrate on achieving production efficiency, low cost

and mass distribution.
Assumption
Consumers like cheaper product. In that case, it is possible because huge

production allows cost minimization as well as price minimization up to a
certain level. Consumers like to get product at their hand, at convenient
places. In that case organizations take massive distribution effort.
Limitation
It is very tough to satisfy customer by using this concept because product

quality and feature will not be good.
AKTCL is strictly adopting this type of marketing concept. That is why the price
of the most of the brands of AKTCL is low. The segmentation of the AKTCL is
also middle and lower segment too. For the lower segmented customer it must
keep in mind that the price should be low. That is why production concept must
be followed by the AKTCL.
 THE PRODUCT CONCEPT
The Product Concept in marketing refers to the ideology that a product would
be the most successful in the market if the main focus is put on the product
quality and specifications itself. It goes against the Marketing Concept that
puts focus on consumer insight more than on anything else. The Product
Concept simply believes that the product would sell itself, and it is especially
applicable to technological breakthroughs.
Management should concentrate on making superior products and improving

them over time.
Assumption
It assumes that buyers admire well-made products and can evaluate quality
and performance.

Page 55
Limitation
Who will define and what would be the definition of quality are the main
problems of that concept.
If AKTCL wants to follow this type of marketing concept, then the price of the
product price will increase and the segment customer may switch that brand
for the price increases. That is why the AKTCL is not following the product
concept.
 THE SELLING CONCEPT
Many organizations follow the selling concept, which holds that consumers will
not buy enough of the organization's products unless it undertakes a large
scale selling and promotion effort. The concept is typically practiced with
unsought goods, those that buyers do not normally think of buying such as
encyclopedias or insurance. These industries must excel at tracking down
prospects and selling them on product benefits.
Management must be good at tracking down prospects and selling them on

product benefits.
Assumption
This concept assumes that consumers typically show buying inertia or

resistance and must be coaxes into buying.
Limitation
Marketing based on hard selling carries high risks. It assumes that customers
who are coaxed into buying a product will like it and if they do not they will not
badmouth it or complain to consumer organizations and well forget their
disappointment and buy it again.
AKTCL is adopting this type of selling concept strictly.
 MARKETING CONCEPT
The concept holds that achieving organizational goals depends on determining

the needs and wants of target markets and creating, delivering and
communicating the desired satisfactions or customer value to its chosen target
markets more effectively and efficiently than competitors do.

Page 56
Management is responsible for selecting target market, understanding
customer needs and integrating marketing activities and making profit through
customer satisfaction. The key risk is to attract customers and retain them.
Assumption
This concept assumes that consumers will buy the product again if they are
satisfied. In this case satisfied customers work as an advocate.
Limitation
Understanding customer needs and wants is not always simple. In the course
of converting to a marketing orientation, a company faces three barriers (1)
Organized resistance (2) Slow learning (3) Fast forgetting.
AKTCL is also following this type of marketing concept as well. TSO Md. Anwar
Hossain trying hard with the BP as well as SR to promote their brands through
the marketing concept.
 SOCIETAL MARKETING CONCEPT
The idea that the organization determine the needs, wants and interests
of target markets and deliver the desired satisfactions more effectively
and efficiently than do competitors in a way that maintains or improves
the customer’s and society’s well-being.
Managers must concern to build social and ethical considerations into their
marketing practices. They must balance and juggle the often conflicting criteria
of company profits, consumer want satisfaction and public interest.
Assumption
It assumes that this concept might be an opportunity to enhance their

corporate reputation, raises brand awareness, increase customer loyalty, build
sales and increase press coverage. It is also assumed that customers will
increasingly look for signs of good corporate citizenship that go beyond
supplying rational and emotional benefits.
Limitation
Sometimes it is costly but ultimately it strengthens consumer confidence and

loyalty.
AKTCL is not actually following this type of marketing concept, because

Bangladesh government has restricted smoking advertising in public since
March 2005.

Page 57
 CUSTOMER CONCEPT
The idea that consumers will favor product that are designed according to their
requirement is called customer concept. A growing number of today’s
companies are now shaping separate offers; services and messages to
individual customers. These companies collect information on each customer’s
past transaction, demographics and psychographics and media and distribution
preferences.
Management’s task is collecting information on each customer’s preferences

and they are responsible for producing separate offers, services and messages
to individual customers as per requirements.
Assumption
This concept assumes that consumers like to get product according to their
own choice.
Limitation
It is applied to overcome segmentation problem as each person has different

identity. But customization and customerization both are highly expensive.
Since the commodity of AKTCL is cigarette, cigarette is being made without the
concept of customer. That is why this type of customer is not being followed by
the AKTCL.
MARKET SEGMENT
The division of a market into different homogeneous groups of consumers is

known as market segmentation.
Rather than offer the same marketing mix to vastly different customers,
market segmentation makes it possible for firms to tailor the marketing mix for
specific target markets, thus better satisfying customer needs. Not all elements
of the marketing mix are necessarily changed from one segment to the next.
For example, in some cases only the promotional campaigns would differ.
A market segment should be:
 measurable
 accessible by communication and distribution channels
 different in its response to a marketing mix
 durable (not changing too quickly)
 substantial enough to be profitable

Page 58
A market can be segmented by various bases, and industrial markets are
segmented somewhat differently from consumer markets, as described below.
Consumer Market Segmentation
A basis for segmentation is a factor that varies among groups within a market,
but that is consistent within groups. One can identify four primary bases on
which to segment a consumer market:
1) Geographic segmentation is based on regional variables such as region,

climate, population density, and population growth rate.
2) Demographic segmentation is based on variables such as age, gender,
ethnicity, education, occupation, income, and family status.
3) Psychographic segmentation is based on variables such as values,
attitudes, and lifestyle.
4) Behavioral segmentation is based on variables such as usage rate and
patterns, price sensitivity, brand loyalty, and benefits sought.
AKTCL segmentation based on the occupation, income, age, family status,

lifestyle and price sensitivity are notable.
The optimal bases on which to segment the market depend on the particular
situation and are determined by marketing research, market trends, and
managerial judgment.
There are four key segments of products according to the price offerings in the
market. These are:
I. Premium Segment
II. Medium Segment
III. Low Segment
IV. Very Low Segment
According to the product price and quality offers, Abul Khair Tobacco Company
Limited segmented their large market into medium segment, low segment and
very low segment.
THE MARKETING MIX

(The 4 P's of Marketing)
Marketing decisions generally fall into the following four controllable

categories:
• Product
• Price

Page 59
• Place (distribution)
• Promotion
The Marketing Mix
The Marketing Mix
Product Place
Target
Market
Price Promotion
These four P's 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 P's on the customers in the
target market in order to create perceived value and generate a positive
response.
PRODUCT DECISION
The term "product" refers to tangible, physical products as well as services.

Here are some examples of the product decisions to be made:
 Brand name
 Functionality

Page 60
 Styling
 Quality
 Safety
 Packaging
 Repairs and Support
 Warranty
 Accessories and services
Most of the product decisions are made from the head office of AKTCL which is
located in Chittagong, Pahartali area.
 PRICE DECISION
Some examples of pricing decisions to be made include:
 Pricing strategy (skim, penetration, etc.)
 Suggested retail price
 Volume discounts and wholesale pricing
 Cash and early payment discounts
 Seasonal pricing
 Bundling
 Price flexibility
 Price discrimination
Pricing decision also maintained by the Chittagong head office. As a distributor

TSO of Khilgaon Md. Anwar Hossain is following the instruction abot the price
decision made by the head office.
 DISTRIBUTION DECISION
Distribution is about getting the products to the customer. Some examples of

distribution decisions include:
 Distribution channels
 Market coverage (inclusive, selective, or exclusive distribution)

Page 61
 Specific channel members
 Inventory management
 Warehousing
 Distribution centers
 Order processing
 Transportation
 Reverse logistics
As a distributor AKTCL, TSO Md. Anwar Hossain is fully performing all the
distribution decisions properly and effectively.
 PROMOTION DECISION
In the context of the marketing mix, promotion represents the various aspects
of marketing communication, that is, the communication of information about
the product with the goal of generating a positive customer response.
Marketing communication decisions include:
 Promotional strategy (push, pull, etc.)
 Advertising and promotional activities or program
 Personal selling & sales force
 Sales promotions
 Public relations & publicity
 Marketing communications budget
All the activities of promotional decisions are made by the TSO Md. Anwar
Hossain. AKTCL authority has delegated the authority to do all kinds of
promotional activities to promote their brands.
MARKETING MIX & MARKETING STRATEGY
A sales person involves an individual acting for AKTCL by performing one or

more of the following activities:
 Prospecting
 Communicating
 Servicing

Page 62
 Information Gathering
The term salesperson covers a wide spectrum of positions from;
o Order Taking
o Commodity Delivering
The Role of the Sales Force
Personal selling is effective because salespeople can;
 Probe customer to learn more about their problems
 Adjust the marketing offer to fit the special needs of each customer
 Negotiate terms of sale
 Build long term relationship with the key decision makers
Managing the Sales force
TSO Md. Anwar Hossain manages the sales forces by following structure;
 Designing the sales force strategy and structure
 Recruiting and selecting sales people
 Training Salespeople
 Compensating Salespeople
 Supervising Salespeople
 Evaluating Salespeople
Training Salespeople
The average sales training program lasts for one months and has the following
goals
 Help Salespeople know and identify with the company
 Learn how the product work
 Learn the price of the product
 Learn competitive brands price
 Learn competitors benefits about the particular brands

Page 63
 Learn about competitors and customers characteristics
 Learn how to make effective presentations
 Understand field procedures and responsibilities
TSO Md. Anwar Hossain adopt training program at a very short time period.
Compensating Sales people
Sales force compensation plans adopted by the AKTCL both motivate

salespeople and direct their activities.
 Salary
 Bonus
 Commission
 Benefits
Supervising Salespeople
⇒ Directing Salespeople in personal supervision by the TSO Md. Anwar

Hossain as well as Zone In charge through following structure;
 Identify customer targets and set call norms
 Develop prospect target
 Use sales time efficiently
 Annual call schedule
 Time and duty analysis
 Sales force automation
⇒ Motivating Salespeople also adopted by the TSO Md. Anwar Hossain to

achieve goal;
 Organizational climate
 Sales quotas / Target
 Positive incentives
 Honor
 Awards

Page 64
 Merchandise/cash
 Trips
Evaluating Salespeople
TSO evaluate sales people monthly as well as daily sales basis and after
evaluating action taken;
 Monthly sales target and daily sales target compare
 Daily Sales reporting
 Work plan
THE PRODUCT LIFE CYCLE
A new product progresses through a sequence of stages from introduction to

growth, maturity, and decline. This sequence is known as the product life cycle
and is associated with changes in the marketing situation, thus impacting the
marketing strategy and the marketing mix.
The product revenue and profits can be plotted as a function of the life-cycle
stages as shown in the graph below:
Product Life Cycle Diagram

Page 65
INTRODUCTION STAGE
In the introduction stage, the firm seeks to build product awareness and
develop a market for the product. The impact on the marketing mix is as
follows:
 Product branding and quality level is established and intellectual

property protection such as patents and trademarks are obtained. Offer a
basic product.
 Pricing may be low penetration pricing to build market share rapidly, or

high skim pricing to recover development costs. Use cost plus pricing.
 Distribution is selective until consumers show acceptance of the product.
 Promotion is aimed at innovators and early adopters. Marketing

communications seeks to build product awareness and to educate
potential consumers about the product.
 Sales – Low sales
 Costs – High cost per customer
 Profit – Negative
 Marketing Objective – Create product awareness and trial
GROWTH STAGE
In the growth stage, the firm seeks to build brand preference and increase
market share.
 Product quality is maintained and additional features and support

services may be added.
 Pricing is maintained as the firm enjoys increasing demand with little

competition.
 Distribution channels are added as demand increases and customers

accept the product.
 Promotion is aimed at a broader audience.
 Sales – Rapidly rising sales
 Costs – Average cost per customer
 Profits – Rising profits

Page 66
 Marketing Objective – Maximize market share
MATURITY STAGE
At maturity, the strong growth in sales diminishes. Competition may appear

with similar products. The primary objective at this point is to defend market
share while maximizing profit.
 Product features may be enhanced to differentiate the product from that

of competitors.
 Pricing may be lower because of the new competition.
 Distribution becomes more intensive and incentives may be offered to

encourage preference over competing products.
 Promotion emphasizes product differentiation.
 Sales – Peak sales
 Costs – Low cost per customer
 Profits – High profits
 Marketing Objective – Maximize profit while defending market share
AKTCL is running their business at maturity stage recently.
DECLINE STAGE
 Product Phase out weak items
 Pricing Cut price.
 Distribution Go selective: Phase out unprofitable outlets
 Promotion Reduce to level needed to retain hard-core loyal customers
 Sales – Declining sales
 Costs – Low cost per customer
 Profits – Declining profits
 Marketing Objective – Reduce expenditure and milk the brand
As sales decline, the firm has several options:
o Maintain the product, possibly rejuvenating it by adding new features

and finding new uses.

Page 67
o Harvest the product - reduce costs and continue to offer it, possibly to a
loyal niche segment.
o Discontinue the product, liquidating remaining inventory or selling it to

another firm that is willing to continue the product.
Now point to be noted that the Abul Khair Tobacco Company Limited is running
their product at maturity level. Not only Bangladesh but also out of border
AKTCL exporting their commodities at a large scale range. It is estimated that
AKTCL earning per annum about 100 million dollar.

Page 68
 SWOT ANALYSIS OF AKTCL
SWOT Analysis is a strategic planning method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business
venture. Specifically, SWOT is a basic, straightforward model that assesses
what an organization can and cannot do as well as its potential opportunities
and threats. The method of SWOT analysis is to take the information from an
environmental analysis and separate it into internal (strengths and
weaknesses) and external issues (opportunities and threats). Once this is

completed, SWOT analysis determines what may assist the firm in
accomplishing its objectives, and what obstacles must be overcome or
minimized to achieve desired results.
When using SWOT analysis, one has to be realistic about the strengths and
weaknesses of the organization. Distinguish between where the organization is
today, and where it could be in the future. Also have to remember to be
specific by avoiding gray areas and always analyze in relation to the
competition. Finally, one has to keep SWOT analysis short and simple, and
avoid complexity and over-analysis since much of the information is subjective.
Thus, this report can be use as a guide and not a prescription.
 STRENGTHS
Strength is an attributes of the person or company that is helpful to achieving

the objective. After analyzing the AKTCL’s Mohsin distributor, I have found
various strengths about the organization; these are as follows;
o AKTCL offer various incentive packages like coupon, Wall Clock, tape
recorders and free pack in promotion.
o AKTCL is a consumer-focused company.
o AKTCL is working in systematically way.
o AKTCL is working as doing good not only doing well.

Page 69
o AKTCL attract only those people whom above 18 and not less then that.
o AKTCL gives more incentives to salesmen during any promotion.
o AKTCL is taking care of their employees.
o Management of AKTCL create a database and all its employees are link
between each other
o AKTCL conducts health and safety programs of their employees.
o The working environment of AKTCL is very good.
o AKTCL appreciates all of those employees who show more effort in their
work.
o AKTCL conduct SR training program.
o AKTCL follows Target Account Selling method strategy
o AKTCL follows Selling and Marketing concept.
o AKTCL segments are medium, low and very low which matches most of
the Bangladeshi
o Salaries of Sales Representatives are given in time, that’s why they are
satisfied on this.
 WEAKENESSES
A weakness is an attributes of the person or company that are harmful to

achieving the objective.
After analyzing the AKTCL’s Mohsin distributor, I have found various

weaknesses about the organization; these are as follows;
o Bangladesh government prohibits advertisement of tobacco products in

public.
o These includes cinema halls, government and private TV channels, sale

of films or videotape containing tobacco products, publication of tobacco
advertisements in books, magazines, leaflets, handbills, billboards,
newspapers, etc.
o The law also prohibits installation of any vending machine from where
tobacco products can be purchased through an automatic system.
o The law defines as public places educational institutions, offices of the

government, semi-government and autonomous bodies, libraries,

Page 70
elevators, hospitals and clinics, court buildings, airport buildings, sea and
river port buildings, railway station buildings, bus terminal buildings,
ferries, cinema halls, covered exhibition centers, theatres, shopping
centers, public toilets, and government and private owned children
parks.
o Motor vehicles, buses, trains, passenger ships, launches, all mechanized

vehicles and aero planes are referred to as public transport under the
law.
o Salaries of salesmen are very low due to this reason they are not
satisfied.
o Number of distribution is less as compare to its area.
o Brand promoter is not working up to the standard.
o Sales Representatives willingly does not cover rural area according to

their desire.
o Some time SR does not cover his area in proper time.
o TSO always push all the employees for their own job for extra effort.
o Zone In charge, Brand promoter as well as Sales Representatives do not

perform extra effort
 OPPERTUNITIES
Opportunity is an external condition that is helpful to achieving the objective.

After analyzing the AKTCL’s Mohsin distributor, I have understood and tried to
find out the opportunity for the distributor. These opportunities are as follows;
o Brand‘s acceptance shows that it has potential to grow and grow well.
o Promotion activities give us ideal opportunities to cannibalize substantial

share from declining brands.
o The law, however, does not prohibit smoking in open space, hotels and
restaurants and parks. This is an opportunities to segment market as
well.
o The law suggests that the owner, caretaker, controlling authorities and
management of public places and public transport could have an area
within designated as smoking zone.
o Promotion has been a strong basis towards building up big brand image
for all AKTCL.

Page 71
o In promotion AKTCL gives more incentives rather than the competitor.
 THREATS
Threat is an external condition which could do damage to the objective.

According to my understanding AKTCL has some threats which should be
prevented to do better in business.
o When AKTCL starts any activity of coupon scheme other competitors also
start such type of scheme.
o Some times competitors introduce consumer promotion with better and

attractive prizes.
o Sometimes competitors reduce its prices.
o Meanwhile, to encourage tobacco farmers to cultivate alternative crops,

the government has decided to provide them with soft loan support.
o Competitors cover more area instead of AKTCL.
o Customer of SHEIKH & NAVY is very loyal.
o The prices of competitor are very less as compare to AKTCL brand.
BCG MATRIX FOR AKTCL DISTRIBUTOR

Page 72
The BCG matrix method is based on the product life cycle theory that can be
used to determine what priorities should be given in the product portfolio of a
business unit. To ensure long-term value creation, a company should have a
portfolio of products that contains both high-growth products in need of cash
inputs and low-growth products that generate a lot of cash. It has 2
dimensions: market share and market growth. The BCG Growth-Share Matrix is
a portfolio planning model developed by Bruce Henderson of the Boston
Consulting Group in the early 1970's. It is based on the observation that a
company's business units can be classified into four categories based on
combinations of market growth and market share relative to the largest
competitor, hence the name "growth-share". Market growth serves as a proxy
for industry attractiveness, and relative market share serves as a proxy for
competitive advantage. The growth-share matrix thus maps the business unit
positions within these two important determinants of profitability. The basic
idea behind it is that the bigger the market share a product has or the faster
the product's market grows the better it is for the company.
Placing products in the BCG matrix results in 4 categories in a portfolio of a

company:
1. Question Marks (= high growth, low market share)
The business unit has low market share compared to competitors, however it is
doing business in high-growth market. Most of the new businesses start in this
quadrant. There are well established businesses in this market and new
businesses try to grow and capture more market share. This market is growing
and there are opportunities for new businesses. At the same time there is risk
involved with investing in this business – because of that these businesses are
called question marks. Question Marks have to develop and grow by investing
and continuously improving their business. Grow sales by increasing market
share. Use cash from Cash Cows to support required investments. Question

Page 73
marks are growing rapidly and thus consume large amounts of cash, but
because they have low market shares they do not generate much cash. The
result is large net cash consumption. A question mark (also known as a
"problem child") has the potential to gain market share and become a star, and
eventually a cash cow when the market growth slows. If the question mark
does not succeed in becoming the market leader, then after perhaps years of
cash consumption it will degenerate into a dog when the market growth
declines. Question marks must be analyzed carefully in order to determine
whether they are worth the investment required to grow market share.
- have the worst cash characteristics of all, because high demands and low
returns due to low market share
- If nothing is done to change the market share, question marks will simply
absorb great amounts of cash and later, as the growth stops, a dog.
- Either invests heavily or sells off or invests nothing and generates whatever
cash it can. Increase market share or deliver cash
2. Stars (=high growth, high market share)
The business has high market share compared to competitors and it is doing
business in high-growth market. This business is a market leader. Successful
Question Marks will grow their business and capture more market share and
will hopefully become Stars (move from the Question Marks quadrant to the
Stars quadrant). Successful and competitive organizations have at least one
star business unit or product. Abul Khair Tobacco Company Limited in going
under stars category. Stars have to improve their business continuously in
order to keep their position in the marketplace. As long as this market is
growing new question marks will try to capture new business. Invest for sales
growth and market share. Use cash from Cash Cows to support required
investments. Stars generate large amounts of cash because of their strong
relative market share, but also consume large amounts of cash because of
their high growth rate; therefore the cash in each direction approximately nets
out. If a star can maintain its large market share, it will become a cash cow
when the market growth rate declines. The portfolio of a diversified company
always should have stars that will become the next cash cows and ensure
future cash generation.
- Use large amounts of cash and are leaders in the business so they should also
generate large amounts of cash.
- Frequently roughly in balance on net cash flow.
However, if needed any attempt should be made to hold share, because the
rewards will be a cash cow if market share is kept.

Page 74
3. Cash Cows (=low growth, high market share)
The market is not very attractive – low market growth rate, however the
business has high market share compared to competitors. This business
generates a lot of cash and helps the organization invest in other businesses.
Since the market does not attract new players, this business does not need
substantial investments to keep the market share. Cash Cows have to protect
and keep the market share and maximize cash flow. Maintain the strong
market position and defend your market share. Take advantage of sales
volume and leverage the size of operations. Support other businesses. As
leaders in a mature market, cash cows exhibit a return on assets that is greater
than the market growth rate, and thus generate more cash than they consume.
Such business units should be "milked", extracting the profits and investing as
little cash as possible. Cash cows provide the cash required to turn question
marks into market leaders, to cover the administrative costs of the company,
to fund research and development, to service the corporate debt, and to pay
dividends to shareholders. Because the cash cow generates a relatively stable
cash flow, its value can be determined with reasonable accuracy by calculating
the present value of its cash stream using a discounted cash flow analysis.
Recently some brands of AKTCL are at this level.
- Profits and cash generation should be high , and because of the low growth,
investments needed should be low. Keep profits high
- Foundation of a company
4. Dogs (=low growth, low market share)
This business has low market share and operates in low-growth market. It is
unlikely that this business is very profitable – more likely this business is a
loser. Such a business needs consideration and new strategy development.
Potential strategies are withdrawal, selling the business, repositioning the
current business, and operating cost reduction. Optimize your current
operations. Get rid of all non value added activities and features. Reposition
your offering to generate positive cash flow or sell this business. Dogs have low
market share and a low growth rate and thus neither generate nor consume a
large amount of cash. However, dogs are cash traps because of the money tied
up in a business that has little potential. Such businesses are candidates for
divestiture. AKTCL is not yet thinking about this type of category for the
upcoming twenty years.
- avoid and minimize the number of dogs in a company.
- beware of expensive ‘turn around plans’.
- deliver cash, otherwise liquidate

Page 75
The BCG Matrix method can help understand a frequently made strategy
mistake: having a one-size-fits-all-approach to strategy, such as a generic
growth target (9 percent per year) or a generic return on capital of say 9.5%
for an entire corporation.
In such a scenario:
A. Cash Cows Business Units will beat their profit target easily; their
management has an easy job and is often praised anyhow. Even worse, they
are often allowed to reinvest substantial cash amounts in their businesses
which are mature and not growing anymore.
B. Dogs Business Units fight an impossible battle and, even worse, investments
are made now and then in hopeless attempts to 'turn the business around'.
C. As a result (all) Question Marks and Stars Business Units get mediocre size
investment funds. In this way they are unable to ever become cash cows.
These inadequate invested sums of money are a waste of money. Either these
SBUs should receive enough investment funds to enable them to achieve a real
market dominance and become a cash cow (or star), or otherwise companies
are advised to disinvest and try to get whatever possible cash out of the
question marks that were not selected.
Under the growth-share matrix model, as an industry matures and its growth
rate declines, a business unit will become either a cash cow or a dog,
determined solely by whether it had become the market leader during the
period of high growth.
While originally developed as a model for resource allocation among the

various business units in a corporation, the growth-share matrix also can be
used for resource allocation among products within a single business unit. Its
simplicity is its strength - the relative positions of the firm's entire business
portfolio can be displayed in a single diagram.
Limitations
The growth-share matrix once was used widely, but has since faded from
popularity as more comprehensive models have been developed. Some of its
weaknesses are:
 Market growth rate is only one factor in industry attractiveness, and

relative market share is only one factor in competitive advantage. The
growth-share matrix overlooks many other factors in these two important
determinants of profitability.

Page 76
 The framework assumes that each business unit is independent of the
others. In some cases, a business unit that is a "dog" may be helping
other business units gain a competitive advantage.
 The matrix depends heavily upon the breadth of the definition of the
market. A business unit may dominate its small niche, but have very low
market share in the overall industry. In such a case, the definition of the
market can make the difference between a dog and a cash cow.
While its importance has diminished, the BCG matrix still can serve as a simple
tool for viewing a corporation's business portfolio at a glance, and may serve
as a starting point for discussing resource allocation among strategic business
units.

Page 77
RECOMMENDATION
&
CONCLUSION

Page 78
RECOMMENDATION
Among the fast moving consumer goods company AKTCL is one of the
prominent native company which has several product line and many more
come in future. So in term of consumer perception and positioning they should
make in mind the following recommendation–
Research on the characteristics of effective salespeople indicates that many

different personality types can be successful in sales. However, successful
salespeople do share some common characteristics. They are highly
motivated, dependable, ethical, knowledgeable, good communicators, flexible,
creative, confident, and emotionally intelligent.
• AKTCL in Khilgaon needs to increase the efficiency of Consumer Contact

in a more planned way.
• In the weak belts in respect of less volume share AKTCL can increase the
Market Share by improving the Consumer Contact with the help of
Competent Workforce.
• Warehouses in Khilgaon are overloaded. So, AKTCL needs more capacity

based warehouses in Khilgaon.
• AKTCL needs more improvement in Merchandising Maintenance System.
• TSO is always under pressure due to High Target Achievement,

managing the Distributor issues as well supervising the SR.
• Sales force should be more trained up and proactive to capture the

market of tobacco.
• Product availability should be maintained by the company.
• Production should be as per demand of the customer.
• It is recommended that certain promotional activities to be undertaken in

order to effective the program like face to face discussion, free samples,
incentives providing etc.
• It is recommended that AKTCL should arrange for training program of all

the employee, sales personnel and executives.
• The concerned sales & marketing executive should occasionally visit the
remote markets to encourage the SR.
• As a big Target Market, AKTCL is ignoring the Rural Areas in Area of TSO,
which should be considered.

Page 79
• Sales Representatives are the earning hand of any Organization. But the
percentage of the commissions or salary of Salesmen is less.
• Authority should pay more attention on promotional tools.
• Authority should adopt performance appraisal system.
CONCLUSION
We should study personal selling because we all use selling techniques. If we

want to work in business, we need to know about selling because salespeople
play a vital role in business activities. We might become a salesperson. Selling
jobs are inherently interesting because of the variety of people encountered
and activities undertaken. In addition, selling offers opportunities for financial
rewards and promotions. Salespeople engage in a wide range of activities,
including providing information on products and services to customers and
employees within their firms. Most of us are not aware of many of these
activities because the salespeople we meet most frequently work in retail
stores. However, the most exciting, rewarding and challenging sales positions
involve building partnerships: long-term, win–win relationships with customers.
The specific duties and responsibilities of salespeople depend on the type of
selling position. However, most salespeople engage in various tasks in addition
to influencing customers. These tasks include managing customer relations,
serving as the account team manager for their firm, managing the
relationships with vendor and channel members, and providing information to
their firm. Sales jobs can be classified by the roles salespeople and their firms
play in the channel of distribution. The nature of the selling job is affected by
whom salespeople work for and whether they sell to manufacturers,
distributors, or retailers. Other factors affecting the nature of selling jobs are
the customer’s relationship to the salesperson’s firm, the salesperson’s duties,
the importance of the buying decision to the customer, where the selling
occurs, the tangibility of the benefits considered by the customer, and the
degree to which the salesperson seeks a commitment from customers. After
conducting this assignment successfully I found that AKTCL of Bangladesh can
be able to create a significant position to our economy and try to boost up the
economy of Bangladesh. In conclusion I can strongly predict that AKTCL
contains a great future ahead of it.

Page 80
Page 81
APPENDIX
Graph & Chart Page
Detail Information
No. No.
1 Product of Abul Khair Group 16
2 Leaf Production 19
3 Burley Production 19
4 Employee Hierarchy 34
5 Territory Sales Officer Area 37
6 Marketing Mix (4 P’s) 55
7 Product Life Cycle 60
8 SWOT analysis 63
9 BCG Matrix 66
10 BCG Matrix through Product Life Cycle 67

Page 82
BIBLIOGRAPHY
o Gerald L. Manning, Barry L. Reece; eighth edition, Selling Today.

o By Philip Kotler, Eleventh edition Marketing Management
o Naresh K.Malhotra ,5th Edition, Marketing Research .
o John Daniel D.; Radebaugh Lee H.; ninth Edition; International
Business.
o www.bangladeshyellowpages.com
o www.abulkhairtobacco.com
o www.google.com
o www.answers.com
o www.wikipedia.org
Reference
1. Philip Kotler, Principles of Marketing, Prentice -Hall, 1980
2. Mack Hanan, Consultative Selling: the Hanan Formula for High-Margin Sales
at High Levels, Kindle Edition, 1970.
3. Linda Richardson, Stop Telling, Start Selling: How to Use Customer-Focused

Dialogue to Close Sales, McGraw-Hill, 1998.
4. Atul Uchil, Relationship Selling: the Fine Art of Consultative Sales, Outskirts
Press, 2007.
5. Michael A. Belch George E. Belch Advertising and Promotion: An Integrated

Marketing Communications Perspective, 7/e., McGraw-Hill/Irwin, 2006
6. Guaranteed Sale - Five Steps
7. Di Frances, John. "Relationship Selling Sales Speaker." Motivational Speaker

– Professional Keynote Speaker - Motivational Public Business Speakers
Bureaus. 14 Mar.
8. www.thetasgroup
9. CDP (1995a). Benson & Hedges in the South (Excl. London). Consumer
Lifestyle Analysis. Doc No 0064.

Page 83

Anw Internship Report FINAL

Hochgeladen von

Dokumentinformationen

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Anw Internship Report FINAL

Hochgeladen von

Copyright:

Verfügbare Formate

A STUDY ON MARKETING STRATEGY IN THE CONTEXT OF ABUL KHAIR

TOBACCO COMPANY LTD.

Mohammad Nazmul Huq

Md. Anowar Hossain

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

This is to certify that Anowar Hossain, ID NO. -BBA-02707143, student of

I wish him every success in life.

Mohammad Nazmul Huq

Department of Business Administration

Stamford University Bangladesh

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

28th January, 2010

Md. Nazmul Huq

Sub: Submission of BBA Internship Report.

Md. ANOWAR HOSSAIN

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

In the preparation of this internship report, I acknowledge the encouragement

I would like to extend my sincere regards and gratitude to all of my honorable

I would like to express my gratitude to my supervisor Md. Nazmul Huq, for

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

I hereby declared that this report entitled “A STUDY ON MARKETING

Date: January 28, 2010

Muhammad Anowar Hossain

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

This study intends to experience the relationships of in context of on marketing

So According to my opinion AKTCL is very productive as well as effective selling

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

Tobacco Industry is one of the very few controversial industries operating in

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

A Brief Review of the Tobacco Story to 1964

STATEMENT OF THE PROBLEM

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

ORIGIN OF THE STUDY

This is the last part of BBA program. As a professional degree it is essential to

OBJECTIVE OF THE STUDY

(a) Broad Objective:

(b) Specific Objectives:

 Various consumer perceptions about cigarette

 Different positioning strategy of AKTCL

 Market monitoring of AKTCL program

 To determine the origin of consumer perception & positioning strategy

 Informative promotional activity to inform consumer about the product

 About the Communication of different media

 To understand the selling activity and working climate

 To experience the problem solving strategy

NEED AND PURPOSE OF THE STUDY

The purpose of the study to contemplate the knowledge and experience

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

The distributor is covering the area if we consider Khilgaon as a center,

LIMITATION OF THE STUDY

• Because of the limitations of various sources of information the report

• 'The main constraints of the study are inadequate access of information,

(b) Tools of data collection:

(1) Internal Secondary Data

(2) External Secondary Data

MARKETING STRATEGY of ABUL KHAIR TOBACCO COMPANY Ltd.

(I) Official records of AKTCLCL.

(II) Face to face interview with the AKTCLCL officials

(I) Monthly financial report of AKTCLCL

(II) Resume of the activities of the international institutions