Use of Marketing Strategies in Ananta Apparels Limited

Abstract

Development of the economy of a country depends on disciplined, modern and dynamic companying system. Companies are one of the most important balancing tools in economy these days. They ensure that money from surplus zone can be used in the deficit zone. By ensuring this, companies ensure the smooth flow in economy, expansion of industry and overall development. Ananta apparels Limited is one of the most prominent textile companies in Bangladesh. It is well known for its organizational reputation, expertise, professionalism. Ananta apparels’ corporate branch is well known for the way they do business, handle clients and maintain diversified portfolio. The main goal of this report is to conduct a study on overall marketing strategies on Ananta apparels and apply the marketing strategy on their product, services and process. During the 3 months rotation for the internship program, 3 department rotations were mandatory. These departments are – merchandising department, marketing department, financing department. The scope of activity and processes of these departments are huge and it is not possible to fathom everything within such a short period of time. Therefore, the findings and recommendations based on these three months’ rotation can be rather subjective than judgmental. After being attached with Ananta apparels for three months, it was observed that, Ananta apparels had a lot of opportunities that they can avail with some proper marketing strategy and process innovation. It was found that, the promotion activities are not that aggressive as other commercial companies. With some little cost in promotion and advertisement, Ananta apparels can earn much more than what they are earning now. Though their majority income is generated from industrial customers, but the major branding, image and concept of a company is conceived by general consumers. With more customer satisfaction, Ananta apparels can not only gain a higher brand value but also gain more industrial customers for better reputation – ultimately giving the company much higher profit. Apart from the observing the operations, various relevant information was collected by interviewing the authorized personnel. For secondary materials, previous records, files, reports and other data have been collected and analyzed for the purpose of this report. Some problems were faced during preparing the report. Not all the data or information was readily available due © Daffodil International University Page- vii to lack of proper documentation. Due to confidentiality reason, other source of information could not be explored. The marketing mix is the set of controllable tactical marketing tools – Product, Price, Place and Promotion; that the organization blends to produce the response it wants in the market. The marketing mix is consisting of everything the organization can do to influence the demand for its product or services. It has been a difficult task to meticulously describe all the elements of 7 Ps (Product elements, Price & other user outlets, Place & time, Promotion & Education, Physical elements, People, Process) in general companying. The researcher honestly tried to reflect the daily transactions which take place in a private commercial company; in particular, Ananta apparels Ltd. Working with deposit products and investment products. Ananta apparels Ltd marketing strategy shows for achieving balanced and sustainable growth, we must satisfy two group’s new customer and repeat customer. Today, the marketing should be all effort to retain current customers and build lasting customers relationship. Thus, marketing is service oriented. The service is “a bridge between products and customer”