Promotional Management in Cement Industry in Bangladesh: A Case Study on Meghna Cement Mills Ltd.

Abstract

The core objective of the thesis is to fulfil the requirement of the MBA program as prescribed by the SU. Man is social being and lives in a society. They want to live in more happiness in future than previous days. For this reason, they invent some things. Cement is one of them. Cement is very much needed for modern civilization. The thesis report is completely based on my thesis program in Meghna Industrial Complex Limited (Meghna Cement Sector). The Bashundhara Group has started operation in 1987.At present it has 20 sister of concern and it is one of the prominent private organization since last 25 years. I have successfully completed my thesis program from Bashundhara Industrial Complex Limited (Meghna Cement Sector) under Marketing Division. I did this Thesis program because it is a requirement for the MBA program. My faculty advisor and the on-site supervisor helped me choose the topic- “Promotional Management in Cement Industry in Bangladesh: A Case Study on Meghna Cement Mills Ltd”. The objective is to identify the factors which may affect the sales of Meghna cement. This topic also helps me differentiate academic lesson and practical life. It’s also increase my practical knowledge. Here my total respondent (dealer & retailer of Meghna cement) was 74. Quaosaeaniar was used in case of face to face interview. From our study we find out some of the factors which affect sales like-New brand, high price, and low promotional activities and so on. Here we find out some problem such as White colour cement but customer choose black colour, Damage (being lumps), Plastering quality not good, Problem of mixing and so on. Lack of advertising makes Meghna Cement unknown to the some customers. Meghna Cement should advertise more to focus on their product. For increasing sales company should provide more facilities to dealer/retailer. Consumers prefer black colour in case of choosing cement and the color of Meghna cement is white. So, increasing sales company should take more promotional activities for aware the customer.