Marketing Strategy of Mum Mineral Water

Abstract

This is a study report on marketing strategy of "MUM" mineral water, one of the products of Partex Beverage Ltd. (PBL). Partex Beverage Ltd. (PBL) a reputed company which was established to serve the beloved motherland better in the greater quest for national economic emancipation. The company is engaged in producing high quality mineral water and serves this to as possible as 6 divisions of Bangladesh To a season trekker, the path is never too arduous. PBL believe in progress, in diversity and service through entrepreneurship. They are merchants and missionaries, doers and dreamers, entrepreneurs and experts. They are futuristic with emphasis on creative thinking and dynamic activity. With this view in mind, PBL management is wiling to achieve the competitive advantage through the extensive marketing of it's product. As distribution plays a major role to market the product, PBL use own distribution network. They set the price of the product as similar as possible comparing with other brands. They try to maintain the quality of MUM as good as possible. For this reason they follow BSTI, Food & Nutrition Department of Dhaka University, and ICDDRB, WHO rules. Only for MUM, PBL set a standard to maintain the quality of the product called, "Partex Standard". Thus the scenario of effective Marketing strategy for "MUM" justifies the topic this study "Marketing strategy of MUM based on Marketing Mix." This is an "exploratory" research work. Both the secondary and primary data were used for the completion of the report. I Mum's sales and profit trends are constantly increasing and its products are located in the "Growth" stage of the product life cycle. PBL is following Vertical Marketing System (VMS) for MUM where the producer, distributor, and the buyers are acting as an integrated system. Currently they are using "Pull Strategy" to hold their market. In the report, I discussed 4Ps of MUM to describe the current position of the product. From the internal analysis we have shown the current position of MUM using "BeG Matrix". Analyzing the primary data I tried discussing company's "Strengths, Opportunities, Weakness and Threats." In the last chapter of the given report, some recommendations have been made regarding promotional programs, distribution decision and advertising.