Subject: Submission of internship report of the Analysis of the Marketing Activities of Rohto Mentholatum Bangladesh Ltd. With due respect and honor, I would like to inform you that I have completed my 3 months internship period at Rohto Mentholatum Bangladesh Limited. After completing my internship period, I prepared a report on “An Analysis of the Marketing Activities of Rohto Mentholatum Bangladesh Ltd”.
It confirms that the internship report titled "An Analysis of the Marketing Activities of Rohto Mentholatum Bangladesh Ltd." Was prepared by Tanjimul Farhan, ID under my supervision for the purpose of completion of BBA program. In preparing this report, I would like to give special thanks to our Faculty Farhana Noor for allowing me to write this report on "Marketing Activities of Rohto Mentholatum Bangladesh Ltd." hand in. Her valuable guidelines and suggestions helped me a lot to complete this report. I am very grateful to all the employees of the Marketing Department of Rohto Mentholatum Bangladesh for their cooperation during my internship period and for creating a friendly working environment for me.
The main objective of the study is to find out the different types of marketing strategies in Bangladeshi market by Rohto Mentholatum Bangladesh Ltd. At the end of the report, the challenges faced by Rohto Mentholatum Bangladesh Ltd are also discussed and possible suggestions are given by own point of view. So, this report broadly describes the marketing activities of Rohto Mentholatum Bangladesh Ltd.
Since my major was marketing, I worked as an intern in the marketing department of Rohto Mentholatum Bangladesh Ltd.
Objectives of the Study
Methodology
Limitation of the Study
Chapter- 2
Organizational Profile of Rohto Mentholatum Bangladesh Ltd
- Company Background
- Mission
- The Corporate Slogan
- ROHTO’s Seven Pledges
- Objectives of Rohto Mentholatum Bangladesh Ltd
- Organizational Overview of Rohto
On a global scale, ROHTO is present through branches and distributors in more than 150 countries. ROHTO is a global health and wellness company that provides over-the-counter medicines, health care and personal care products to consumers worldwide. Rohto is committed to providing effective solutions that not only meet but exceed customer expectations.
Rohto's mission is to delight customers not only by ensuring satisfaction and delivering more than they expect from their products." This logo represents the company name, just as the logo has its own meaning. The company logo spreads a strong message that Rohto will continue to satisfy customer expectations with .
The red line under Rohto represents the enthusiastic dedication (passion) that every Rohto member shares, a passion that moves every member from the days of Rohto's founding over a century ago to this day. The logo indicates the integrity of the company for consumers, people and for society. Our hard-working culture, collaborative spirit, determination, passion and leadership are the fuel that drives the company.
The company plans to focus on its target market to reach all customers and provide them with the best products. The main goal is to achieve customer satisfaction and thereby increase the volume of sales. By providing the best skin care product, the company aims to gain customer loyalty for its products and achieve brand value in the market.
The company focuses on selling the best products to customers to create a strong brand value. So, their main objective is to gain the loyalty of the customers by ensuring the delivery of quality products. Having strong brand value in the market, their sales volume will increase and they will achieve profit margin.
Management
Chapter-3
Marketing Activities of Rohto Mentholatum Bangladesh Ltd
- Strategy of Rohto Mentholatum Bangladesh Ltd
- Marketing Strategy
- Sales Strategy
- Target Market and Segmentation
- Target Market Segmentation Strategy
- Market Demographics
- Behavioral Factors - High Ambitious
- Market Needs
- Competitor Analysis
- Points of Difference
- Developing an Integrated Marketing Mix
- Product
Rohto aims to gain a large share of the market in skin care products. As in Bangladesh market people have attraction on Japanese products for their qualities, Rohto is always committed as number 1 brand in Japan. Rohto believes that customers' purchasing decisions depend on quality rather than price.
They believe that when the product will meet the expectations of the customers, the brand value will be added in the minds of the customers. Since the competitors (Himalaya, Unilever, Ponds, Nivea) also have a strong position in the market, the marketing team has to monitor every time in the market and find out strategies to increase the brand value. In the BTL strategies they launch campaigns through activation programs in school, college and universities by providing samples and brochures to the students to know about their product and use it.
In the activation program, they collect data from the respondents to understand the market and, after the research, proceed to new strategies. With their Facebook pages of various brands Oxy, Acnes, LipIce, they have always connected with the audience and mostly dealt with customer FAQs. After they always display the content they pull in the hygiene campaign and show it to the main target.
Oxy Perfect Wash: Oxy Perfect Wash is for men who have simple acne on face and relatively less oily face. Oxy Deep Wash: Oxy Deep Wash is for those users who stay out of the house most of the time. Acnes 25+ Face Wash: Acnes 25+ Face Wash works on the problem of acne in women over 25+ and refreshes the face.
Acnes Pure White Facewash: Acnes pure white facewash works to brighten the skin on the face and gives a radiant appearance. Acnes Oil Control Cleanser: Acnes Oil Control Cleanser works in the oily face of girls and women. Most LipIce users are women, but some male users also use LipIce for lip care.
By analyzing the market in Bangladesh, Rohto offers different types of products to different types of users. Quality: In terms of quality, competitors do not have good quality products in the market.
Acnes
LipIce
Pricing Strategies
Bangladeshi people are price sensitive but Rohto's strategy is premium pricing as their target customers are those who can financially afford relatively costly products. Rohto offers premium price for quality products and they have considered the following things to choose the price. As the product has many competitors in the market with low price, so the price should be accepted by the customers.
With a premium price, it is difficult to have a large market share in Bangladesh, but Rohto's goal is to get permanent customers in a premium price and keep them by ensuring quality product. So they fixed the price which covers import cost of bulk products from Vietnam and packing cost in Bangladesh also included the other expenses in the retail price. After analyzing all these factors in the market also competitor's strategy, Rohto, set their price at premium value for their target market.
Promotional Activities
Promotion and activation: Promotion and activation programs also play a vital role in the promotion of a brand. Rohto is working on it and doing campaigns in apartment and activation programs in institutions and corporate offices by trial distribution.
Chapter-4
Problems, Recommendations & Conclusion
- Problems Identified
- Recommendations
- Conclusion
- References
In Market there are many face wash brands of well-known companies and they are constantly promoting through TV and newspapers to build trust of people where Rohto's presence with advertising is less than their competitors. Rohto is struggling with the price where the other brand products are available at cheaper prices than Rohto's where Rohto is following a premium pricing strategy which is a challenge in Bangladeshi market. Availability is a major fact to compete in the market but Rohto is facing a challenge with the availability of their products especially from Dhaka.
In the market survey it can be found that in retail cosmetic stores and Super stores where other brand products are available at eye level where rohto product is below eye level or not available. In the FAQ many consumers complained about the products not working on their face also they started facing the problem of pimples after use. Usually the sales force supervisor or manager is responsible to monitor the activities of the dealer but here Rohto does not have enough manpower to monitor the market.
Territorial officials cannot do this work as they have to deal with other activities. So the control of Rohta is very weak so they are facing problem of sales volume. It is clear from the survey that the ad presence in broadcast media is less than other brands, so Rohto needs to work on gaining the trust of TG.
Budget here is an important fact to present in the broadcast media, so the top management should expand the budget for advertising on TV channels and radio. Rohto's price is higher because the bulk products are imported from Vietnam, which is expensive. So, to capture the market share in Bangladesh, Rohto has to take steps to produce bulk products in Bangladesh.
So the company needs to appoint more field salesmen to fill the gap. To monitor the market Rohto needs more manpower in the supply and distribution channel, they don't have enough sales people to reach the territory and therefore there is always a gap in the distribution channel. So the company should pass a business relationship with the distributors and retailers providing them more benefits from the company.
