Abstract:
This study is unique as it incorporates insights from an internship experience at Super Star Group (SSG), providing a practical perspective on marketing strategies. SSG stands out as a dynamic and leading provider of electrical products across Bangladesh. Established in 1994 under the Super Star brand, the company began its mission by offering incandescent bulbs (GLS) as a primary lighting solution. Driven by a spirit of growth and innovation, SSG transformed into a prominent group, expanding its business ventures. This report will provide clear insights into the company's branding and promotional strategies to reach consumers. There are four chapters in this report. The introductory chapter narrates the study background, the objectves of the study and the plan of action to achieve the objectives. The second chapter gives a background information of SSG by describing its formation, brands and business information. The third chapter focuses on SSG’s marketing aspects with special references to market targeting, positioning, marketing mix, brand management and digital marketing. The final chapter evaluates existing problems of SSG’s marketing and discusses specific recommendations to solve them that include inadequate digital marketing and CRM, problems with brand communication and vision, and a weak focus on e-commerce. Altogether, this report provides enlightenment into the marketing activity of SSG and will provide guidance on its directional strategic plan with both theoretical knowledge and practical internship experience.
