BANGLADESH UNIVERSITY OF PROFESSIONALS

Faculty of Business Studies

Bachelor of Business Administration

Course Title-Brand Management

Course Code-

Topic:
Term Paper on

Brand Audit of Danish Condensed Milk

SUBMITTED TO-
SHAHRIN ASHRAF
LECTURER IN MARKETING
DEPARTMENT OF BUSINESS ADMINISTRATION

SUBMITTED BY-
SAIF ISLAM UTSHO- 16231077
MIR AKIB JAWAD- 16231036
MASHFIQ RAIHAN- 16231028
RAKIBUL HASAN- 16231070
HRIDITA RAHMAN DINTU- 16231054
RAHUL KUMAR NATH- 16231040

1
 TABLE OF CONTENTS
TITLE PAGES
INTRODUCTION 6-7
BACKGROUND 7
HISTORY 7
OWNERSHIP 8
PORTFOLIO 8
BRAND INVENTORY 9
BRAND ELEMENTS 9
BRAND NAME 9
LOGO 9
THEMELINE 9
SHAPE 9
GRAPHICS 10
COLOUR 10
SOUND 10
SMELL 10
TASTE 10
PACKAGING 10-11
PRICING 11
DISTRIBUTION 11-12
ADVERTISING 12
AMBASSADOR 13
PHYLANTHROPY 13
BRAN EXPLORATORY 14
CONSUMER KNOWLEDGE 14
BRAND RESONENCE PYRAMID 14-15
COMPETITIVE ANALYSIS 15-16
MENTAL MAPPING 17
STRATEGIC RECOMMENDATIONS 18
POSITIONING 18
POINTS OF PARITY 18
POINTS OF DIFFERENCE 18-19
TACTICAL RECOMMENDATION 20
CONCLUSION 20
RFERENCE 21
APPENDICES 21

2
 STATEMENT OF ORIGINALITY

This is to certify that to the best of our knowledge, the content of this whole term paper is our
own works. This paper has not been submitted for any degree or other purposes.

We certify that the intellectual content of this thesis is the product of our own works and that all
the assistance received in preparing this paper and sources have been acknowledged.

Saif Islam Utsho Mir Akib Jawad Rakibul Hasan

Hridita Rahman Dintu Mashfiq Raihan Rahul Kumar Nath

3
April 15, 2019

Shahrin Ashraf,

Lecturer, Bangladesh University of Professionals.

Respected madam,

As agreed in our April 15 schedule, we are submitting the following report entitled “BRAND AUDIT
ON DANISH CONDENSED MILK”

This report explains the overall scenario of how Danish is doing their business, in what position
they are and in what position they are looking forward to. We have found out the promotional
activities they are using to keep their leadership in the condensed milk market. Also we provided
some guidelines, strategic recommendations on how they can actually flourish and do overall good
by following some definite steps.

I hope you find this report satisfactory.

Sincerely yours,

Saif Islam Utsho

Mir Akib Jawad

Hridita Rahman Dintu

Mashfiq Raihan

Rakibul Hasan

Rahul Kumar Nath

4
 EXECUTIVE SUMMARY
The Danish Condensed Milk brand audit is a comprehensive examination to assess its health and
uncover sources of equity and ways to improve and leverage the equity. Within this brand audit,
a complete inventory and exploratory of Danish Condensed Milk has been conducted and also
included are expectations of future potential for growth, budget reality, and recommendations.
The brand inventory provides a current and comprehensive profile of how all the products sold by
Danish Condensed Milk are marketed and branded. More specifically, the brand inventory serves
as an assessment of the health of the brand and its sources of brand equity from the company’s
perspective. The brand exploratory recognizes what Danish Condensed Milk’s consumers think
and feel about the brand and how to use this information to better understand the sources of
brand equity as well as any possible barriers. The brand exploratory provides detailed information
about what consumers actually think of the brand from a consumers’ point of view. A consumer
survey was conducted based on 8 questions where their insights were known about the brand.
And based on that a mental mapping of the brand was formulated to help understand its
positioning. A brand resonance model was created. Also a competitor analysis was conducted
where POP and POD were distinguished and based on all the information some recommendations
were provided which might leverage the brand’s equity or retaining the reputation it already has
earned throughout the future.

5
 INTRODUCTION

Brands are like living entities with life cycles. They start with much excitement and promise, grow
and then eventually plateau. It’s at this mature stage of evolvement when they potentially start to
lose relevance as customers move on to the latest hot new thing. A brand audit is effectively a
health check of the brand to identify and address problems areas with a net result of helping
to turn things around and grow the bottom line. A brand audit health check helps to monitor this
cycle so we can keep the brand fresh and relevant and know when to reinvigorate or revitalize
before sales start to slip. A brand audit also enables to identify new areas for innovation and
growth. A brand audit therefore is a thorough examination of a brand’s current position in the
market compared to its competitors and a review of its effectiveness. It helps us determine the
strength of the brand together with its weaknesses or inconsistencies and opportunities for
improvement and new developments. In this paper brand audit of Danish Condensed Milk includes
two major parts:
I) BRAND INVENTORY
II) BRAND EXPLORATORY

BRAND INVENTORY
Brand inventory provides up to date itinerary of how a company markets and brands its products.
The purpose of the brand inventory is to provide a current, comprehensive profile of how all the
products and services sold by a company are marketed and branded. Profiling each product or
service requires identifying all associated brand elements as well as the supporting marketing
program. This information should be accurate, comprehensive, and timely, and summarized in
both visual and verbal form. As part of the brand inventory, it is also advisable to profile
competitive brands, in as much detail as possible, in terms of their branding and marketing efforts.

BRAND EXPLORATORY
The brand exploratory is research activity conducted to understand what consumers think and
feel about the brand and its corresponding product category to identify sources of brand equity.
Several preliminary activities are useful for the brand exploratory. A number of prior research
studies may be relevant. It is also useful to interview company personnel to gain an understanding
of their beliefs about consumer perceptions. The diversity of opinion that typically emerges from
these internal interviews serves several functions.

IMPORTANCE OF A BRAND AUDIT

Our world is changing every day, and the audience is changing with it. It can seem daunting to try
to keep up with the latest fads in marketing and communication—however, it is crucial to
recognize how the world is evolving so that the business does not get stuck in a marketing/brand
standstill. Keeping eyes and ears open will help a brand know when it is time to take action to
make sure your business always stands out in the crowd.

The ultimate goal for businesses is to always stay on and stay relevant. If business is a little stuck,
the appropriate action at that point would be a brand audit. A brand audit is a thorough

6
examination of a business’ brand as a whole. Brands should regularly take a look at their image
and audience from every angle.

Brand audits help a business to recognize its strengths and weaknesses, create opportunities for
improvement, and find new ways to help the business stay relevant and move forward. It also
helps to determine how a brand can sharpen the image so that the brand stands out among all
competitors. During a brand audit, some of the key focal points are usually the business’ print
materials, general advertising, website and social media design, and content marketing. All of
these facets display a brand’s style, image, and audience. It is important to stay as up to date with
current trends and models of marketing as possible.

A brand cannot shield the customers from its competitors. The goal is to draw in the customer
time and time again with relevant communication and sharp imagery. Having a brand audit
performed by an outside source is always the best option. It’s much easier for an outsider looking
in to notice the competition and see both sides with an unbiased opinion, leading to better
decision-making that creates necessary and creative change.

BRAND AUDIT OF DANISH CONDENSED MILK

Danish Condensed Milk BD Ltd. is the most rewarding unit of PARTEX group. It started its journey
in 1991 and processing the leading position in the local market. With the aim of making co-
attribution in social and economic development, creating employment opportunities, and above
all perform a successful business in Bangladesh.

BACKGROUND
HISTORY
Danish Condensed Milk is the first in the Condensed Milk Industry started operation during the
year 1991 in the country and possessing the leading position in the local market. Presently Danish
Condensed Milk is being exported in Nepal, Bhutan and some parts of India in bulk quantity. It has
been well appreciated in those markets as a result it is expanding day by day in foreign markets.
For quality management Danish Condensed Milk bd. ltd. has achieved the ISO certificate. It also
has achieved HACCP certificate for maintaining stringent quality in all phases of production.

The factory of Danish Condensed Milk Bangladesh Ltd. is located at Shimrail, Kanchpur,
Narayanganj. It covers two major production ranges, “Danish” Sweetened Condensed Milk and
“Silver Cross” Full Cream Sweetened Condensed Milk. Being the market leader, latest developed
recombination, pasteurization and flash cooling DTD (Danish Turnkey Dairies) technology are used
to make both these products which are fit for international standard.

7
PRIVATE OWNERSHIP
Partex Group started its journey in 1959 with the torchbearer M.A Hashem, founder chairman of
the group. M.A Hashem, the living legend steered the group with such incomparable dynamics
and skills, that the group attained prolific growth over a period of 50 years conglomerating 60
companies; most of which are diverse manufacturing units. With the passage of time and advent
of business, the pioneering spirit of Partex has been showcased by family generation comprising
Mr. Aziz Al-Kaiser, Mr. Aziz Al-Mahmood, Mr. Aziz Al-Masud, Mr. Showkat Aziz Russell & Mr. Rubel
Aziz.Partex Group steering business successfully with Mrs. Sultana Hashem at Chairperson and Mr
Aziz Al Kaiser as Vice Chairman.

BRAND PORTFOLIO
Danish Condensed Milk Bd. Ltd. is the most rewarding unit of Partex Group; the unit produces
Danish Condensed Milk in 397 Gm. cans, Danish Milk Powder in 1000 Gm. & 500 Gm. sachet packs
and Mango & Orange Juice in 250 ml aseptic packs. Recently Danish also has introduced a new
unit under the name Danish Condensed Milk Ltd unit 2/juice.

Current Units of Danish Condensed Milk Ltd.

It’s the new unit under Danish Condensed Milk Ltd. Unit 2/ juice
which includes the flavoured drinks. This unit although
It’s the standard product considered a unit under Danish Condensed Milk but accounts for
which started its journey as a totally different marketing and production strategies.
traditional condensed milk
in a tin can.

It includes two kinds of It includes two flavoures i.e. mango and orange. The packaging
packaging i.e. 1000gm and format is sachet and contains 250 ml of juice.
500gm.

8
 BRAND INVENTORY

Danish condensed milks success as the market leader of condensed milk brand can be credited to
some factors. The company not only produces good outcome, but also tightly controls how its
products are sold, ensuring high demand and affordable prices. In addition, Danish’s marketing
strategy has created an exclusive and premium brand that many aspire to own as it’s been holding
the market’s leading position for a long time. The brand inventory will describe each of these in
more depth. Firstly here described how Danish has been successful throughout the timespan in
the market.

BRAND ELEMENTS
BRAND NAME

Danish Condensed Milk being the pioneer one in the condensed milk industry of Bangladesh, knew
how to produce the products as they were facilitated by Danish technology. Hence the name
suggest that they were using Danish technology in producing their milk product which ensures
that they used latest developed recombination, pasteurization and flash cooling DTD (Danish
Turnkey Daoroes) technology which are fit for international standard. And by incorporating that
in their brand name it was much easier for them to capture consumers trust as it was a new
product concept in Bangladeshi market.

LOGO

The logo of DANISH is a simple one. It is simply written as Danish starting the word with capital D
and later the small letters as follows with the ELEPHANT font most likely containing the font size
of 85-90 and a little curve line under the word. A picture of cow is posted inside an oval shape.
This ensures the purity of the product that is the product holds the qualities of pure cow milk in
condensed form.

THEME LINE

The theme line of DANISH is also an interesting one. It says as, “এক ককৌটা ড্যানিশ এ অনিক কাপ
চা”

Meaning that as the product is in condensed form it does not require a whole lot of product as it
requires in case of powdered milk to prepare tea or any kind of milk products. Danish has used
this same tagline for over 25 years and has captured a position in the minds of customers by
incorporating it in every advertisement and promotional campaigns.

SHAPE

DANISH condensed milk is served as 397 gm cylinder shape can that is made of tin.

9
GRAPHICS

If anyone visualizes about the graphic of a Danish can, he or she will see a cow staring at him or
her. Yes, under the brand name Danish, the graphic contains a face of a cow which makes sense
as cow’s milk is the main resource of any dairy product or sweetener condensed product.

COLOR

The color of a DANISH can is a combination of red, white, black and sky blue color where the
surface is white and sky blue mixed colored, the brand name is red colored, and the written words
are black colored.

SOUND

One of the famous jingles in Bangladesh Advertisement industry is the one that represented
DANISH. We, the 90’s kids have grown up singing the jingle of DANISH, “নিনির কশনে, রনিি কিনশ
বন্ধি আমানির অটুট! তু নম, আনম আর ড্যানিশ”. Meaning that Danish is contributing as a part of
our bondage or relationship with our friends, family and folks. This jingle is a very catchy one and
is being used in every advertisements of Danish Condensed Milk reminding customers again and
again how strong it values their bonds and relationships.

SMELL

You can surely identify the smell of Danish when you are around an opened up can. As it is used
to make tea, you can smell it from there too.

TASTE

Last but not least, taste is another one of the crucial Brand Element that is used to differentiate a
product in the market from the competition.The taste of DANISH is so delicious that almost every
one of us in the childhood has the story of finishing the DANISH can raw with just a fingertip or
with a spoon.

PACKAGING

Danish has a standard tin can packaging but the can mouth needs to be cut in order to get the
product. It does not have any definite opening system or function. Initially Danish started with a
black and white packaging. But over the period of time their packaging evolved and now it has a
little of colored variation and animated feel to it which made it more attractive.

10
 Fig: Previous packaging and new packaging

PRICING

Bangladesh is basically a tea-drinking nation. So for making tea condensed milk play an important
and basic role. And Danish condensed milk is the market leader in the market. They assure export
quality product to all our customers.
It consumed in every section of the society but mainly this condensed milk use more in tea-stall.
it can be used for decorating food, making cake, and for test. Danish condensed milk is not much
expensive.
Danish condensed milk comes in one size and name. It mainly target the tea-stalls.

Name of Brand Weight Price

Danish condensed milk 397 grams

48

DISTRIBUTION

They sell Danish condensed milk to its distributor directly. The distributors distribute the products
to wholesalers. After that they sell the products to the retailer. And finally the consumers buy the
products from shop for consumption.
Usually we can buy Danish condensed milk can from every confectionery shop. General shop and
stationary shop Agora, Mina Bazaar, of stop & shop etc. and all most all over in Bangladesh.
In addition to their vast sales and distribution network of dealers, they have 6 sales depends
located at strategic points. They have mobilized adequate distributors to serve all parts of the
regions. This network makes possible the flow of goods from the producer through intermediaries
to the buyer.

Highlights of Danish Distribution Network Ltd:

No of towns under regular coverage 177

11
 No of distributors 194
No of sales area 14
No of sales territory 80

The distribution network:

Producer Distributor Wholesell Retailers Consumer
ers

ADVERTISING

Partex spends a large amount each year on advertising to tell consumers about the company and
its potential buyers & persuade them that Danish milk is the best condensed milk for them.
The main feature of Danish condensed milk’s promotional activities is advertising. Basically it is
done through the broadcasting media, mainly the television. The main target market is the Tea
Sellers and Household users. So the advertisements are designed by confederating all those things.
Every advertisement contains their main slogan and tagline and at the end of every ads they use
their common jingle. Recently they have started a campaign portraying the connection of their
customer with the product in different 7 divisions of Bangladesh. They also included the tradition
and heritage of those areas. Few of them included their distinctive local language. Moreover they
also run online and social media advertisements. But their social media pages are not verified
whereas the other brands are having a verified social media pages which is helping them to grab
more customers.

12
AMBASSADORS

Initially Danish had one of the prominent actors of Bangladeshi film industry, Riaz Uddin Ahmed
Siddiqui commonly known as Riaz and an Indian emerging model of nineties named Preetika Rao
as its brand embassador. That advertisement, shot in Switzerland, the jingle is still one of the best
childhood memories of us, the nineties kid.
Also an Indian actress named Gauri Pradhan Tezwani can be named as an ambassador of DANISH
as she was the leading actress of a famous advertisement of Danish that can remind our childhood
memory still now. Recently Danish has Chanchal Chowdhury as its brand ambassador.

PHILANTHROPY

Partex Star Group always tries to join hands together with the educational forums, environment
and health related issues. Their engagement with different women empowerment programs has
changed many lives. But the real credit for positive change is always to those whom we have
enabled on the path of sustainable and inclusive growth & well-being.
1. Education Sector: Partex Star Group is long been involved in CSR activities. Since 1989 it
has been running the Kuripara High School, which now has over 1000 students.
2. Environment Sector: Partex Star Group also has a tree plantation project on more than 65
bighas of land and the group is gradually acquiring the land to increase the project’s area.

13
 BRAND EXPLORATORY

CONSUMER KNOWLEDGE
A consumer survey (appendix 1.0) has been rolled out to know how they associate with the brand
and why so. The targeted segment were city dwellers specially those who likes to take tea now
and then through-out their days. 8 questions were set starting from asking the participants of their
gender, age to what they think about the brand itself. When asked what they think when they
hear the word ‘condensed milk’, almost 90% of the respondents recalled Danish, 4% voted for
Starship and rest 2% went for freshmilk. Dabish has created its awareness in consumer’s mind
successfully.
Higher number agreed to the fact that brand name is important to them when it comes to choose
for condensed milk. Respondents were asked what does come to their mind when they hear of
Danish and how they feel about it. 64% respondents went with taste and flavour, 22% went with
quality and hygien. Rest went with the combination of availability, quality, affordable and others.
It can be said that Danish has kept its quality constant and maintained its heritage through purity.
To know about the source of connection of the consumers with Danish a question has been made
asking the reason on the preference/usage of Danish, 64% of the respondents said they use it as
it is a long lasting product. Affordability and trustworthiness has been a concern too.

BRAND RESONANCE PYRAMID

The Danish Condensed Milk brand resonance model pyramid is equally strong on the left hand
side and right hand sides. There is great synergy between the two sides of the pyramid; which are
the functional and emotional benefits. Danish mainly strives to keep a balanced attention to both
consumers and competitors so they mainly target to keep harmony among consumer’s imagery
and feelings. The pyramid is also strong from bottom to top, enjoying the highest brand awareness
of a commonly used product in tea stalls as well as high repeat purchases from the shopkeepers
of the tea stalls. Danish Condensed Milk has mainly focused on both the product quality and also
the imagery associated in consuming it on a regular basis. In the following figure some key aspects
of the Danish Condensed milk Brand Resonance pyramid is highlighted:

14
COMPETITIVE ANALYSIS

Danish Condensed milk is a market centered company because it pays balanced attention to both
customers and competitors in designing its marketing strategies. So it never ignores competitors
whether the company is small or big. At present Condensed Milk Industry of Bangladesh is
intensely competitive with 3(three) brands in the market. (They are – Danish Condensed Milk ltd.,
Starship Condensed Milk and Fresh Condensed Milk Ltd.). Danish Condensed Milk Bangladesh Ltd.
stands at this competition with its strong brand positioning and innovative marketing approaches.
As we know, Condensed milk is mainly used for making tea, sweets and other sweet dishes, so we
should also consider milk powders as their competitors. Because they are also used for making
such items.

Since, Partex Group has an individual milk powder producing company (named Danish Milk
Powder Ltd.). Danish Condensed milk does not have to directly compete with other milk powders
but they are not ignoring them.

15
 Year Company Brand Position Share

2007 Partex Group Danish 01 61%

2007 Abul Khaer Industries Ltd. Starship 02 27%

2007 Meghna Group of Industry Fresh 03 10%

2007 Other Foreign Companies Foreign 04 2%

So, we can see here the main competitors are Starship and Fresh Condensed milk.

16
MENTAL MAPPING

Recognizable Trusting

Danish
condensed Available
Affordable
milk

Hygienic Familiarity

1. Recognizable: Danish Condensed Milk has been around in the market for such a long time
and also it was the pioneer in the industry. Therefore, the reputation it hold is easily
recognizable by consumers al around the country.
2. Trusting: Danish has a long reputation of higher quality as it uses Danish technology in
producing its products which is world-wide recognized.
3. Available: the product being very affordable and distributed through a simple and fast
distribution channel is available everywhere starting from small grocery shops in village to
supershops of urban areas.
4. Familiarity: Danish has a strong marketing strategy which again and again has been working
to grab customers through campaign relating to their bonds with surroundings and
cultures. Which is why the product is very familiar in every corner of the country.
5. Hygienic: the product packaging makes the product content very hygienic.
6. Affordable: the price range of Danish is such that it can be availed by any income group.

17
 STRATEGIC RECOMMENDATIONS

POSITIONING
Some positioning analysis and possible points-of-parity and points-of-difference, are described
below in the table:

Points-of-Parity Points-of-Difference

 All condensed milk offer the same basic  Scientifically processed under
values. hygienic conditions.

 It can be used for making tea or coffee and  Contains 8% protein and 16%
also for making pudding. calcium.

 Contains a sweetened taste.  Iconic logo of cow that provides

the milk.

 Mostly used in road-side stalls.  Rich history and heritage.

POINTS OF PARITY
Points of parity are those elements that are considered mandatory for a brand to be considered a
legitimate competitor in its specific category. It is what makes consumer consider your brand,
along with your competitors. Danish is similar to other condensed milk manufacturers in
Bangladesh, the top competitors being Starship and Fresh. These condensed milk are mainly used
for making tea, sweets and other sweet dishes and they all deliver high quality. All these companies
also target the same consumers in the market.

POINTS OF DIFFERENCE
Points of differentiation are the attributes that make the brand unique. It is the competitive
advantage the brand has in the market. Danish condensed milk is scientifically processed under
hygienic conditions. It separates itself from its competitor with its healthy ingredients which
contains a high amount of protein and calcium. The product also has the iconic logo of a cow,
which represents the source from where the milk is being provided. Danish also holds the number
one position in the market of condensed milk because it pays balanced attention to both
customers and competitors in designing its marketing strategies.

18
 TACTICAL STRATEGIES

The Danish Condensed Milk brand audit proved that Danish is a very strong brand with significant
brand equity. It also identified a few opportunities and challenges.

Leverage the Company’s Independent, Continuous Heritage and Focus

 Danish condensed milk is the first in the Condensed Milk Industry in Bangladesh. It
possesses the leading position in the local market. As a result, other companies introducing
the same product could not achieve the same number of shares of the market as Danish
has acquired in the past. So the competitors of Danish, still has a long way to go till they
can have a viable position in the market. But being the first in this industry also brings up
a lot of challenges. For example, Danish has to look out for its main competitors, Starship
and Fresh, in whether they are approaching a the market in a different way and as a result
of this if Danish losing most of its share.

Leverage the Company’s Innovation

 A packaging innovation a timely demand. Danish uses the same year old packaging style
which now quite difficult to take the product out. Therefore, we would like to propose an
innovative packaging for the company by which it can open the can easily and also close it
which was not possible earlier.

A plastic clip can be added to the can as like the picture which will make the use easier. A Korean
brand uses this kind of packaging in their cans and it won’t cost much.

Connect with Household Consumers

 Danish Condensed Milk is mainly used in Bangladesh for making tea in the road side stalls.
Even though most of the customers of this product are shopkeepers of the road side stalls,
this product is mainly for the general public. The uses of this product is mainly for making
tea but also to make sweet dishes such as puddings. This is a great opportunity for Danish,
as they could mainly target household consumers who prefer to have homemade sweet
dishes.
 Danish may want to bring in female ambassadors to coincide with the housewives who are
greatly skilled in making sweet dishes at home. So top women chef such as Shelly
Nuruzzaman who are skilled in cooking sweet dishes could be powerful brand endorsers.

19
Ensuring Healthy Products
 In January 2003, the government has cancelled licenses of four local condensed milk
plants, banning production and marketing of their products for being potentially hazardous
to health. Danish was also one of the plants. This is because condensed milk are required
to contain milk fat and not vegetable fat. After a thorough investigation, it was seen that
expired powdered milk was being used to make this condensed milk and the company was
asked to shut down production. This was a major blow to the shares of the company and
steps were taken so that production was continued in the right process. So Danish must
be aware of such unfair means to produce condensed milk as it goes against their brand
mantra which focuses on Hygienity.

CONCLUSION

The opportunity of the completion the audit in a renowned condensed milk company like Danish
Condensed Milk BD Ltd. has given us a lot of practical experience about the marketing sector and
FMCG market of Bangladesh.

Danish Condensed Milk BD Ltd. has established itself as one of the strongest local condensed milk
of our country. Though, Danish Condensed Milk BD Ltd. claims that they are using most modern
and sophisticated production technology as well as various quality control devices yet consumers
are not highly satisfied about the quality product. Consumers opined that the quality of Danish
Condensed Milk BD Ltd. product could be improved to a great extent.

Marketing is one of the vital sectors in performing a business. To capture the market and make a
rapid growth of the business marketing mix strategies plays an important role. After the deep
observation to Danish Condensed Milk BD Ltd., it is found that Danish Condensed Milk BD Ltd.
successfully practices and implements all the tools of marketing mix to achieve its organizational
goals. For this reason, now the name “Danish Condensed Milk BD Ltd.” generates the assurance
of profit and good business in mind of its distributors, wholesalers, retailers etc.

Nowadays Danish Condensed Milk BD Ltd. has moved towards with its products for the
international business and thus it has forwarded its step to be a global product.

20
REFERENCES
1. https://partexstargroup.com/companies/danish-condensed-milk-bd-limited/home/
2. http://www.eberhardfarmmarket.com/brandingTwo.html
3. https://www.personadesign.ie/brand-audit/
APPENDICES

21
22
23
24