| dc.description.abstract | This is a study report on marketing strategy of "MUM" mineral water, one of the product
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 both 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, 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. 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 "BCG Matrix". Analyzing the primary data I tried discuss company's "Strengths,
Opportunities, Weakness and Threats."
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