Product and Promotion Strategy of Textile Industry in Bangladesh. A Case Study on Shovon Knitwear Limited

Abstract

The core objective of the Dissertation is to fulfill the requirement of the in RMBA program as prescribed by the Sonargaon University. The study has practical implications for the entrepreneurs, investors, policymakers, industry experts, media, and domain experts to discuss and create unified voice for textile industries production and marketing in Bangladesh. The purposes of the study are to explore and to analyze the use or application of 4Ps model of McCarthy— product, price, place and promotion as controllable tactical marketing tools for the effective marketing of brand like Shovon Knitwear limited in Bangladesh, especially in Dhaka city. I have found out that Shovon Knitwear limited uses different mixtures of 4Ps: product, price, place (distribution), promotion as controllable tactical marketing tools to target and position its different consumer segments creating brand loyalty to Shovon Knitwear limited. The company should ensure the eco- friendly and wellbeing of the consumers ensuring the highest quality of its brand, differentiate its pricing strategy, penetrate its brand into the rural markets with its business partners to boost up its market share, develop alternative channels of distribution (online distribution) and set up a research department to get feedback of the customers following customer oriented marketing strategies. The study will help to originate the value to both the tissue paper marketers and consumerist effective and efficient mixtures of 4Ps can be utilized more rigorously for creating better brand loyalty of the segmented markets. Asa result, eco- friendly and hygienic tissue paper marketers can incorporate the convenient 4Ps infrastructure to provide an insight for the tissue paper industry to evaluate the effectiveness of their marketing strategies.