PROJECT REPORT

ON

Marketing Mix Analysis on Knit Concern Group, Narayangonj

Submitted by:
Md Sayemul Hoque
ID: 221172006
BBA Program
Department of Business Administration
Hamdard University Bangladesh

Submitted to:
A. K. M. Shakil Mahmud
Assistant Professor
Department of Business Administration
Hamdard University Bangladesh

SUBMISSION DATE:

Letter of Transmittal
1
To
A. K. M. Shakil Mahmud
Assistant Professor
Hamdard University Bangladesh
26 June, 2021
Subject: Submission of Project Report
Sir,
This is to inform that I Md Sayemul Hoque, a student of Hamdard University
Bangladesh, have, under your supervision, completed my Internship Program at
Knit Concern Group. Bangladesh Limited. Hence, I am submitting my internship
report on “Marketing Mix Analysis of Knit Concern Group”.
I have found the study to be quite interesting, beneficial & insightful. I have tried
my level best to prepare an effective & creditable report. I hope you will find this
report significance of all the labor I have put in it. I welcome your entire query &
take pride to answer them.

Yours Sincerely
Md Sayemul Hoque
ID: 221172006
BBA Program
Department of Business Administration
Hamdard University Bangladesh

Supervisor’s Certificate
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This is to certify that the Internship report on “Marketing Mix Analysis of Knit
Concern Group” for partial fulfillment the degree of Bachelor of Business
Administration (BBA), major in Marketing from the University of Hamdard
University Bangladesh carried out by Md Sayemul Hoque, ID: 221172006, under
my guidance and supervision, this report is being carried out successfully. No part
of the internship report has been submitted for any degree diploma title or
recognition before. 

I wish him every success in life 

……………………
A. K. M. Shakil Mahmud
Assistant Professor
Faculty of Business Administration
Hamdard University Bangladesh

Acknowledgement

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Without the support of some legends our life can’t be so tranquil and our
achievements will get slower. For accomplishing the project of Knit Concern
Group Bangladesh Limited, I have got support from many respected people. From
my university classes to end of the project, in different phases different people
assist me in various ways.
At the beginning, I want to express my gratitude to A. K. M. Shakil Mahmud sir,
Assistant Professor of BBA, who became my project supervisor. From the
beginning of my project, A. K. M. Shakil Mahmud sir guided me and shows me
the way to find out the problems and other factors of my report. In the factory of
Knit Concern Group Bangladesh Limited some people continuously assisted to
learn many things related with the marketing and other perspectives. Among those
people, I want to thank to Mr. Rana Chowdury, Deputy Manager of Marketing;
who was my organization supervisor.
In addition with that, I am glad to thank Md. Omar Faruk Khan, Senior Executive
of Sales and Marketing, in Narayangonj Plant 1 and 2; who provides me all the
data and information about the Marketing Mix Analysis on Knit Concern Group,
Narayangonj.

These people supported me in my work and provided me various information to

write this report.

Finally I express my deep gratefulness to my supervisor A. K. M. Shakil Mahmud

sir.

Yours Sincerely,
Md Sayemul Hoque
ID: 221172006

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Table of Contents

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Executive Summary

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Knit Concern Group With a mission of providing very high quality knit apparel to
the international market, Knit Concern Group emerged in 1990 and has started
manufacturing and exporting since 1992. Having all vertical setups as a full knit
project situated in a single 20-acre premise, it is the country’s one of the few elite
private sector business groups which not only serves the international buyers with
the height of professionalism but also contributes in terms of wealth, Welfare and
Eco-friendliness to its homeland. One of the top taxpayers in the country, Knit
Concern is now employing about 16,000 people.
The main objective is to know about Marketing mix policy of KNIT CONCERN
Garments limited. And the specific objectives are to understand the sales and
marketing policy, to know about service quality, overall scenario of KNIT
CONCERN, finding problems which is related with service and provided some
possible solution.
The scope of this report is to study in every department of the Company. Besides
this the report covers the background, organizational structure, functions and
performance of the company and also tried to observe & understand the all
activities especially marketing mix and other day to day functions of the company.
I have collected data from two sources. Data includes primary and secondary.
Primary data consists with in person and online conversation, notes, branch report,
questionnaire etc. And secondary data consists with annual report, books, web
sites, journals and different procedure mutual that established by KNIT
CONCERN. Methods used in analysis is questionnaire method. Results that found
in analysis put on the column and pie chart to understand the differences and find
the real & service-related problems.
After completing my analysis part, I have found some problems. Which include
slack of inventory management, shortages of product variation, unstructured
marketing department etc.
To remove those, I have suggested some possible solutions such as: new product
development, focus on advertisement, well structure in inventory and marketing
department etc. And the last topic of my report is conclusion. In conclusion part I
have discussed overall position of the garments and its marketing strategy. I have
also discussed about total position of KNIT CONCERN Garment in our country
and its future. I have expressed my experience that I have gathered in my project
period.

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Chapter 1
1.1 Origin of the study
I have done study under the Sales & Marketing Department of the
company. My project program is an educational requirement of BBA
Program under an assigned of Faculty of Business Administration
which is a professional degree. BBA students have to do an project
program as a practical orientation to the workplace where he can
amalgamate the traditional hypothetical knowledge with practical
work experience.

1.2 Objective of the Report

Broad Objective:
The main objective of the study is to know about Marketing Mix of KNIT
CONCERN Garments

Specific objective:
 To observe the activities of Sales & Marketing Department of KNIT CONCERN
Garments
 To know the Product, Price, Place, Promotion of KNIT CONCERN Garments
Limited.
 To demonstrate different aspects of KNIT CONCERN Garments

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1.3 Methodology of the study:
Every reports are prepared by following a concrete methodology. The Success of
the reports depends on the followed methodology in major portion. Without
following a clear methodology, the report fails to serve the purpose accurately.
Source of Data:
To complete this project both primary and secondary sources of data are used.
Primary Source:
i. online conversation with employees
Secondary Source:
i. Annual Report
ii. Website
I have always tried to collect the fresh and relevant information and data to
complete this report.
Research design: This research in descriptive. the topic was selected and data to
complete this report.
Population: The population of my research is all the employees and Management
of Knit Concern Group Bangladesh ltd.
Survey method: I have prepared a questionnaire for my survey. I collected data
from primary source as well as secondary data source.
Sample size: The survey was conducted with a sample of 50.
Sampling Technique: Random sampling was used for customer interview.
Statistical Tool: Both Microsoft word and excel have been used to analyses the
data and find the percentage.

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1.3 Limitation of the Study
This present study is limited by number of factors:
1. The sample size does not represent the total population.
2. The report has been conducted within a limited time frame.
3. Lack of sufficient well-informed officials.
4. Busy working environment

1.4 LITERATURE REVIEW

Studies were carried out from various publications of Knit Concern Group
including yearbook to develop an insight about the issue in question. Though no
normal studies on this subject have been undertaken yet. The available data on
sale, and consumers were reviewed. Besides, the website of Knit Concern Group
provided useful information in this study.
The formulation of a marketing mix depends on the nature of the activities of the
organization and the nature of the targeted market. It must be put together in such a
way as to enable the organization to meet its customers’ needs and wants (Sashi,
2012). The marketing mix concept works as a tool used by an organization to
survive in a competitive environment. This concept is controlled by the
organization and comprises four elements—product, price, place, and promotion
(Owomoyela, Oyeniyi, & Ola, 2013). The organization should have a database of
its customers to determine the most effective marketing mix, taking into
consideration the macro and micro environment of the organization. The 4Ps are
considered to be the focal point in establishing a marketing structure within the
organization through providing a good-quality product at an affordable price, in the
right place (Ho & Hung, 2008).
According to Kotler (2011), the marketing mix is “The set of controllable, tactical
marketing tools that the firm blends to produce the response it wants in the target
market.” The main objective of this mix is to meet the needs and wants of the
targeted market. It impacts the demand by tracing the needs and wants of the
current and potential customers. The positive perception on the part of customers
comes through the products and services that create value for them and provides

10
them with satisfaction, which gives the organization a notable edge over its
competitors (Kotler, 2011).

Chapter 2

2.1 Corporate Profile

Knit Concern Group With a mission of providing very high quality knit apparel to
the international market, Knit Concern Group emerged in 1990 and has started
manufacturing and exporting since 1992.

Having all vertical setups as a full knit project situated in a single 20 acre premise,
it is the country’s one of the few elite private sector business groups which not
only serves the international buyers with the height of professionalism but also
contributes in terms of wealth, Welfare and Eco-friendliness to its homeland. One
of the top taxpayers in the country, Knit Concern is now employing about 16,000
people.

In short, top class human resource, cutting-edge technology, production capacity,

efficiency and unique organizational dexterity to quickly respond to the changes in
design and style in the international apparel markets have steadily brought forward
Knit Concern as a new frontline player in the global apparel market.

Today, Knit Concern produces and exports about 170,000 pieces of knit apparel
and 60,000 pieces of lingerie of latest quality and design every day.

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2.2 PRODUCTS
• Packaging
The company is one of the first corrugated cartons manufactures in Bangladesh by
deploying state of the art, fully automatic board plants along with other advanced
machineries. In order to meet continuous demand of customers as well as world
class service, KNIT CONCERN has two plants in strategic locations of
Bangladesh. In addition of carton, back board, neck board, Bottom Board, Divider,
Card Board, Sticker, Top Bottom, also manufactures by the company. KNIT
CONCERN packaging is very familiar in producing cartons for renowned retailers
like Wal-Mart, George UK, ZARA, K-Mart, C & A, JCP, CSI, Marks & Spencer,
Tesco, H&M, Levies, GAP, American Eagle, Nike, POLO, Promo Doro, IKEA
etc.

• Heat Transfer Label

Transfer label are rapidly gaining popularity worldwide in comparison to
traditional garment labels for apparels and related applications. It conveys the
brand image effectively carry important information & care instructions, while
being comfortable to the user. KNIT CONCERN is the first and has a
comprehensive Heat Transfer Label printing facility in Bangladesh with the most
advanced line of equipment & material meeting global standards & safety
compliances. KNIT CONCERN Heat Transfer Printing is very familiar in
producing printed items of the renowned retailers like Wal-Mart, Tesco, Matrix,
TARGET, CHAPS-USA, Adidas etc.

• Labels & Tags

KNIT CONCERN Labels & Printing unit is one of the fastest growing contributors
in KNIT CONCERN Business portfolio. This setup is with very high specifications
precision machines like SulzerRuti of Switzerland & Dornier of Germany. This
state-of-the-art Machines display a high precision of quality. The product line
includes RFID Labels, DR Security labels, Security Ink Printing, Organic, Cotton

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Ribbon and Polyester Ribbon printing. The unit also produce narrow fabrics and
elastics. 2.3 Product & service of the company 17 KNIT CONCERN Label
Printing is very familiar in producing woven label, printed label & smart label
items of the renowned retailers like Tesco, TARGET, JC Penny, ASMARA,
George etc.

• Offset Printing
KNIT CONCERN Printing unit installed world renowned 5 colors Heidelberg
Machine from Germany and other advance machineries which is established its
demand and quality to market. KNIT CONCERN Printing is very familiar in
printing offset, silk screen, web and thermal items of the renowned retailers like
Tesco, GARAN, US POLO, WALMART, George etc.

• Button
With a vision to be one stop trim and Garment’s solution for the country’s growing
RMG industry, KNIT CONCERN Garments Limited has recently introduced
“Button” item with its product line. The product line includes Pearl Button, Horn
Button, Chalk Button, Diffuser button, fisheye button, Transparent Button etc. The
company uses World famous BONETTI, Italy machines. The company has the
capacity of producing 30,000 grade gross (GG) Button per month, which include
16,000 GG for normal button and 14,000 GG leaser button and operating at
gradually increasing capacity to its maximum capacity.

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2.3 Mission
The broad mission of Knit Concern Group is to provide its customers the best
possible satisfaction and value for their money facilitating them with one-stop
knitwear sourcing services.

Their Vision:
The vision of Knit Concern Group is to emerge as a premier manufacturer and
exporter of knitwear in the world market.

Their Commitments:
Offering highest quality of product and services that exceed our customers
expectation. Giving our people an enabling environment that nurtures their talents
and opportunity to give the best for the organization. Contribute to building a
better world for our communities.

2.4 Objectives:
Company’s objectives are the goal or outcome that they want their organization to
achieve. Every company has some objectives. The Knit Concern Group’s
objectives are:

1. To increase economic development.

2. To create employment opportunity.
3. To play a positive in the process of industrial development of Bangladesh.
4. To assure quality and customer services.

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CHAPTER- THREE
3.1 Sales and Marketing Policy of KNIT CONCERN

3.1.1 Products:
Product is the core of all marketing activities. There are two types of organizations
according their product. Some organization’s core product is goods on the other
hand some organization’s core product is service.

Range of Products:
Range of products here represents different types of items of products. The
pharmaceutical companies divide their medicines into three categories- infusions,
formulations and pharmaceuticals. The total number of products KNIT CONCERN
has is 32, whereas competitive company has about 25-27 types of products within
their Garments range. Therefore, Square is occupying the leading position in
producing the widest range of products. MNU Garments is currently marketing
about 17 products. Babyloon holds the fourth position. Teehung and markets a
comprehensive range of more than 20 products covering all major product cotton,
level, elastic, zipper, bottom etc. Olympic have the lowest range of products
compared to the above-mentioned companies. The survey results, as depicted in
the above figure, more or less reflect the reality. However, it fails to show the huge
gap in the product range between KNIT CONCERN and MNU. According to the
clients, the difference between the product ranges of the two companies is
narrower. The other bar in the figure above mostly represent.

Product Quality
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The quality of any product includes everything associated with it, ranging from the
raw materials to the effectiveness when consumed. Client usually emphasizes on
less side long time and quality product.

Product Decisions
The term “product” refers to tangible, physical products as well as services. Here
are some examples of the product decisions to be made:
 Brand name
 Functionality
 Styling
 Quality
 Safety
 Packaging
 Repairs and Support
 Warranty
 Garments and services

Product Presentation
The product presentation of any product includes everything associated with it,
ranging from the color to the design. It has been found that the companies can even
charge a high price if their product presentation is good even if it is of the same
quality as the others. According to the Clients opinion, KNIT CONCERN has the
leading position in terms of product presentation. MNU and Babylon also have
good positions in terms of product presentation. This is due to the fact that some
their products are imported from abroad.

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Moreover, the imported raw materials have very few alternatives in the local
market. KNIT CONCERN competitive position is not quite good in terms of
product presentation.

3.1.2 Price
In the garments market of Bangladesh, there is not much price differentiation, in
general, among the different companies due to the highly competitive nature of the
industry. Whatever price differentiation is there, it is between the multinationals
and the national companies. It is due to the fact that the multinationals charge a
premium price for their product. Moreover, price is not a very important factor due
to the nature of the product.
Quality is more important. However, the purchasing capacity of the clients is also
an important consideration. Therefore, it is important for the companies to charge a
reasonable price for their product. According the survey, most of the company as
offering reasonable pricing for their product. It may be due to the fact that KNIT
CONCERN has recently come up with a very competitive price for some of its key
products.

Price Decisions
Some examples of pricing decisions to be made include:
Pricing strategy (skim, penetration)
Suggested retail price
Volume discount and wholesale pricing
Cash and early payment discount
Bundling
Price flexibility
Price discrimination

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Pricing Strategies
KNIT CONCERN Garments Limited maintain competition-based pricing
strategies. In the Garments market there, is not much price differentiation, in
general, among the different companies due to the highly competitive nature of the
industry.
Price is not a very important factor due to the nature of the product. Quality is
more important. However, the purchasing capacity of the clients is also an
important consideration. Therefore, it is important for the companies to charge a
reasonable price for their product.
According the survey, most of the company suggest KNIT CONCERN as offering
reasonable pricing for their product. It may be due to the fact that KNIT
CONCERN has recently come up with a very competitive price for some of its key
products.

Pricing strategy for new product

Since the government strictly controls price of Garments products, a new company
should adopt shadow or indirect pricing method.

Pricing Approach
The prices of products under controlled category are determined by the
government. The manufacturing companies are allowed to propose the prices of
the products that are under decontrolled category and the approvals of these
proposed prices are given by the government. Since the local government strictly
controls price of Garments products, there is a very negligible price difference. The
maximum price of a product shall be just double the price of TP plus value added
tax at 8% VAT. But, the price of raw materials is competitive which is fixed based
on international market situation. As Garments manufacturers have to depend on
imported raw materials, increase in prices of raw materials internationally impact
directly to the cost of production.

3.1.3 Distribution (Place) Decisions:

Distribution is about getting the products to the customer. Some examples of
distribution decisions include:

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1.Distribution channel
2.Market coverage
3.Specific channel members
4.Inventory management
5.Warehousing
6.Distribution centers
7.Order Processing
8.Transportation
9.Reverse logistic

Basic Requirements for recruiting a Sales Representative :

BBA with Commerce Backround
Minimum 2nd class in academic life
Good interpersonal skill
Well Groomed

Major Responsibilities
Conducting recall research to choose the right and potential client like regency and
KNIT CONCERN
Visiting the client
Detailing products to the client
Generating Demand from the client end
Visiting the new garments
Placing the indents to the distribution department through sales departments

42-day long Induction Training Program to develop:

Gromming

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Attidute
Morality
Motivation
Communication Skill
Speaking Skill

Channel design
KNIT CONCERN has its own large distribution network having many depots all
over the country. They make the products available in all Garments office. The
depots are located in Dhaka, Chittagong & Comilla. KNIT CONCERN marketing
their products in 13 countries of the world through our distribution partners.

3.1.4 Promotion
Due to high competition in the industry among the different players in the market,
aggressive marketing has been adopted by the different companies. In this regard,
promotion has become a useful tool to fight competition. Moreover, promotional
materials of companies have an impact on client. Therefore, different companies
have set out different promotional tools to increase market share.
 Promotional strategy
 Advertising
 Personal selling & sales force
 Sales promotions
 Public relations & publicity
 Marketing communications budget

Promotional Strategies

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Before clients can benefit from the steady stream of Garments flowing from this
type industry, an important part of the fast-moving process of innovation is to keep
the company, Garments and other company up to date with the work going on in
research and to inform them about the availability of new products. Studying
different market characteristics is the main function of marketing department.
There are different types of market for products. According to the market
characteristics a product can be classified in three major parts: So personal selling
is the way the products can be advertised and sold. As, Over the Counter products
do not require any rule to buy or sell it has a chance to go through print advertising
and television advertising. Different buying behavior has a great impact on
marketing a product. Understanding the consumer’s buying attitude is the first job
of any marketer. To analyze behavior, the marketer has to visit the place, gain
knowledge about their financial condition, culture, tradition and the competitor
position.

Advertising Appeals
“Perception defined: “Perception is defined as the process by which an individual
select, organizes and interprets stimuli into a meaningful and coherent picture of
the world.” It can be described as “how we see the world around us.” For Garments
products, clients are the ultimate consumers of the products. However, in most
cases they purchase those products that are suggested by the satisfied clients.

3.2 Financial Risk of KNIT CONCERN Garments

An investment in equity carries risks. Investors should carefully consider all the
information in this Prospectus, including the risks and uncertainties described
below, before making an investment in equity shares of KNIT CONCERN
Garments Limited. Any of the following risks as well as other risks and
uncertainties discussed in this Prospectus could have a material adverse effect on
business, financial condition and results of operations of KNIT CONCERN and
could cause the trading price of Equity Shares to decline, which could result in the
loss of all or part of one’s investment. In addition, the risks set out in this
Prospectus may not be exhaustive and additional risks and uncertainties, not

21
presently known to us, or which we currently deem immaterial, may arise or
become material in the future. Unless otherwise stated in the relevant risk factors
set forth below, we are not in a position to specify or quantify the financial or other
risks mentioned herein:

A. Interest Rate Risk

Change in interest rates and banking policies resulting in an increase in financial
expenses may have an adverse effect in Company’s profitability. The company is
dependent on bank for working capital requirements. Therefore, any change in the
existing banking policies or increase in the interest rates may reduce profit of the
company.

Management Perception
The management of the Company is always aware of the interest rates at which the
debts of the company are being financed. Management finances both long-term &
short-term funds at competitive rates. The company has been repaying borrowed
funds on a continuous basis to reduce such interest risk.

b. Exchange Rate Risk

The company carries foreign exchange rate fluctuation risk as it imports raw
materials against payment of foreign currency. Unfavorable volatility or currency
fluctuation of foreign currency to BDT exchange rate may have negative impact on
the cost structure and profitability of the company

Management Perception
The risk of foreign exchange cannot be eliminated fully as we would have to
import raw materials. However, the management is always alert in minimizing the
negative impact of currency fluctuation cost by identifying new sources of raw
materials and constantly negotiating with suppliers for reducing price.
Furthermore, as a natural hedge, this 100% export-oriented company enjoys the
benefits of any further devaluation of BDT in against foreign currency.

c. Industry Risks
Due to lower barriers to entry in this sector, Competition may increase with too
many new players. If economic growths as well as development activities of the

22
country are not up to the mark, market will be more competitive due to excess
capacity in the industry.

Management Perception
KNIT CONCERN Garments Limited is one of the largest export-oriented carton
boxes producing company in Bangladesh. Since inception, the company has tried
and accomplishes to provide the best quality of its products to its valuable clients
without any topsy-turvy state of affairs as being a partner of this fraternity. These
made the company pioneer in Garment’s sector. Moreover, at the end of the third
quarter of 2013 the company has introduced three more products in their product
line i.e., Label, Narrow Fabrics, Elastics etc.

d. Market and Technology-Related Risks

Change / up gradation in technology is one of the key factors for the sustainable
growth of business operations. Inability to adapt required changes/up gradation in
technology may place the competitors at an advantage in terms of costs, efficiency
and delivery of products and consequently would have an adverse impact on
business operations and financial condition of the company

Management Perception
KNIT CONCERN owns modern technology with R&D infrastructure and able to
adapt any new inventions with moderate investments as it had been doing in the
past. As part of this philosophy KNIT CONCERN is the first who has
comprehensive Heat Transfer, Label printing facility in Bangladesh with the most
advanced line of equipment & material meeting global standards & safety
compliances. The Company is aware of technological changes and has adopted
new technology according to its needs. Furthermore, routine and proper
maintenance of equipment carried out by the company ensures longer service life
for the existing equipment and facilities.

3.2.1 Major Raw Material and procurement process

To facilitate international sourcing of raw materials, KNIT CONCERN Garments
Division has operations in Hong Kong with a highly experienced sourcing team,
responsible for global supply chain network. This service allows clients to step

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down on production cost. As a large-scale buyer KNIT CONCERN avails the best
possible price with the assurance on agreed lead time. In the head office, the
company has a separate sourcing team to monitor and control sourcing facilities.
The basic raw material for producing packaging products is medium paper, liner
paper, duplex paper and adhesive gum which are imported mainly from Australia,
Canada, China, USA, Thailand, Korea & Sri Lanka. KNIT CONCERN maintains a
strong relationship with the suppliers. The major supplier of raw material is From
Overseas, Visy Paper PTY Ltd., Cooperative Trading Global Inc, Inter Pacific
Paper Co. Ltd., Panadol Paper Industries Co. Ltd. etc. To ensure availability of raw
material in view of lead time and factors for smooth production process, the
Company maintains safety stock, minimum stock levels etc.

3.2.3 IT in MIS and Internal Control

Application of information technology in every phase of the Garments industry is
vital. Integrated software provides real time information to the management to take
prudent decision. Accounts Department of KNIT CONCERN uses customized IT
facilities to record all day-to-day business transactions. However, integrated
software is yet to be initiated, which may facilitate to manage the whole operation
in a more sophisticated manner. Segregating and delegation of work and
responsibility is properly defined among individual employees through the
establishment of a well-functioning internal control. Besides, the core functionality
of internal audit is delegated to an audit team constituted by 4 nos. personnel’s who
are from renowned audit firms. The team prepares a monthly internal audit report
and makes power point presentation of the same before the Directors and high-
officials of the Company.

3.2.4 Market Position of KNIT CONCERN

Being one of the first corrugated carton manufacturers in Bangladesh, maintains its
leading position by developing State of The Art, fully automatic board plants along
with other advance machineries. The products of the company include carton, box
carton, printed tags, label, back lift, neck lift etc. Various types of packaging items
include 3 ply, 5ply, 7ply, master carton, inner carton, PDQ Box, divider board and
printed items- label, tag, bar code, back board, neck board etc. KNIT CONCERN
produces to meet the in-house demand (5-7% of total revenue) although a large
quantity sales are made to local buyers (93-95% of total revenue) through Back to
Back L/C. Captive buyers of the company include Cosmopolitan Fashions (Pvt.)

24
Ltd., FCI (BD) Ltd., Four H. Fashions Ltd., HKD International Ltd., Jeans Plus
Ltd., Karnaphuli Sports Wear Industries Ltd., Kenpark Bangladesh (Pvt.) Ltd.,
MBM Garments Ltd., Merim Co. Ltd., Metro Knitting & Dyeing Mills Ltd., Saver
Sportswear Co. Ltd., Seatex Ltd., Section Seven Ltd., Sinha Industries Ltd., Smart
Jeans Ltd., Square Fashions Ltd., Sterling Creations Ltd., Vision Apparels (Pvt.)
Ltd. and Youngone (CEPZ) Ltd., Same kind of packaging items is also being
produced by MU Garments Limited, Beta garments Limited, Tehang Limited, UNI
LABEL Limited, Shovon Packaging, Montrims, DBL garments, Babylon,
Epylion etc. However, KNIT CONCERN has a market share of about 15%.
CHAPTER-FOUR
ANALYSIS AND EVALUATION OF MARKETING MIX

4.1 Marketing mix

The marketing mix definition is simple. It is about putting the right product or a
combination thereof in the place, at the right time, and at the right price. The
difficult part is doing this well, as you need to know every aspect of your business
plan. As we noted before, the marketing mix is predominately associated with the
4P‟s of marketing, the 7P‟s of service marketing, and the 4 Cs theories developed
in the 1990s. Here are the principles used in the application of the right marketing
mix: Marketing mix 4P’s

25
A marketing expert named E. Jerome McCarthy created the Marketing 4Ps in the
1960s. This classification has been used throughout the world. Business schools
teach this concept in basic marketing classes.

4.1.1 The marketing mix of KNIT CONCERN Garments

1. Product
A product is an item that is built or produced to satisfy the needs of a certain group
of people. The product can be intangible or tangible as it can be in the form of
services or goods. We must ensure to have the right type of product that is in
demand for your market. So, during the product development phase, the marketer
must do an extensive research on the life cycle of the product that they are
creating. A product has a certain life cycle that includes the growth phase, the
maturity phase, and the sales decline phase. It is important for marketers to
reinvent their products to stimulate more demand once it reaches the sales decline
phase. Marketers like KNIT CONCERN garments must also create the right
product mix. It may be wise to expand your current product mix by diversifying
and increasing the depth of your product line. All in all, marketers must ask
themselves the question “what can I do to offer a better product to this group of
people than my competitors”.

2. Price
The price of the product is basically the amount that a customer pays for to enjoy
it. Price is a very important component of the marketing mix. It is also a very
important component of a marketing plan as it determines the KNIT CONCERN
garments profit and survival. Adjusting the price of the product has a big impact on

26
the entire marketing strategy as well as greatly affecting the sales and demand of
the product. This is inherently a touchy area though. If a company is new to the
market and has not made a name for them yet, it is unlikely that your target market
will be willing to pay a high price. Although they may be willing in the future to
hand over large sums of money, it is inevitably harder to get them to do so during
the birth of a business. Pricing always helps shape the perception of your product
in consumers eyes. Always remember that a low price usually means an inferior
good in the consumers‟ eyes as they compare your good to a competitor.
Consequently, prices too high will make the costs outweigh the benefits in
customers eyes, and they will therefore value their money over your product. Be
sure to examine competitors pricing and price accordingly. When setting the
product price, marketers should consider the perceived value that the product
offers.
There are three major pricing strategies, and these are:
1.Market Penetration Pricing
2.Market skimming pricing
3.Neutral Pricing

3. Place
Placement or distribution is a very important part of the product mix. We have to
position and distribute the product in a place that is accessible to potential buyers.
This comes with a deep understanding of KNIT CONCERN Garments target
market. Understand them inside out and you will discover the most efficient
positioning and distribution channels that directly speak with your market. There
are many distribution strategies, including:
1.Intensive Distribution
2.Exclusive Distribution
3.Selective Distribution
4.Franchising

4. Promotion
27
Promotion is a very important component of marketing as it can boost brand
recognition and sales. Promotion is comprised of various elements like:
1.Sales organization
2.Public Relation
3.Advertising
4.Sales Promotion

Advertising typically covers communication methods that are paid for like
television advertisements, radio commercials, print media, and internet
advertisements. In contemporary times, there seems to be a shift in focus offline to
the online world. Public relations, on the other hand, are communications that are
typically not paid for. This includes press releases, exhibitions, sponsorship deals,
seminars, conferences, and events. Word of mouth is also a type of product
promotion. Word of mouth is an informal communication about the benefits of the
Product by satisfied customers and ordinary individuals. The sales staff plays a
very important role in public relations and word of mouth.
It is important to not take this literally. Word of mouth can also circulate on the
internet. Harnessed effectively and it has the potential to be one of the most
valuable assets you have in boosting your profits online. An extremely good
example of this is online social media and managing a firm’s online social media
presence. Promotion will depend on your budget, the message you want to
communicate, and the target market you have defined already in previous steps.
Job Responsibilities:
1. Maintain a data base.
2. Making cold call
3. Fix an appointment
4. Daily sales and visit report
5. Giving guidelines to the new comers
6. Attend team meeting

28
4.2 Analysis of Marketing Mix of KNIT CONCERN Garments

1. Total Sales of KNIT CONCERN Garments in 2020

29
Analysis:
KNIT CONCERN Garments does not have any single customer who provides 10%
or more revenue of the company. It is good indicator for KNIT CONCERN. There
are many which generates less than 7% revenue from products. But KNIT
CONCERN minimum revenue is 10%.

2. Sales, GP & NPAT with sales growth

2015 2016 2017 2018 2019 2020

Sales 680 810 970 1210 1650 1700
GP 138% 13% 26% 21% 31.78% 9.06%

30
NPAT 0.7% 0.60% 0.80% 0.70% 0.60% 0.70%

Analysis:
Since commercial operation on 1 July 1991 there was a steady growth in the
revenue of the company showing maximum growth of 138% in the year 2014. In
2018 revenue of KNIT CONCERN Garments Limited increased by 31.78% mainly
due to commencement of new products (i.e., Label, Narrow Fabrics, Elastics) from
the end of 3rd quarter of 2018. In the year 2017 profit declined due to introduction
of Deferred Tax as required by Bangladesh Accounting Standard. During 2017 and
2018 re-arrangement of expense heads was made to conform Accounting
Standards resulting an increased Gross Profit although it had no effect in the
Operating Profit. In the year 2015 sales growth was 9.06% but comparatively
profit was not satisfactory. It was due to the political unrest throughout the year.

3. Product distribution Channel of KNIT CONCERN Garments

31
 Highly Agree Agree Netural Disagree Highly
Disagree
12% 28% 48% 12% 0%

Analysis: The graph shows that distribution channel of KNIT CONCERN

Garments. 12% respondent are highly agreed with current distribution channel that
used by KNIT CONCERN Garments is very good. 48% respondent think it is
normal like other garments company. 12% respondent think that current
distribution channel is not good enough. To increase sales, they need to modify
their distribution channel.

4. Product line or number of products of KNIT CONCERN

Garments:

32
Highly Agree Agree Netural Disagree Highly
Disagree
17% 37% 42% 4% 0%

Analysis: The graph shows that Product line of KNIT CONCERN Garments. 17%
respondent are highly agreed with current product line system that used by KNIT
CONCERN Garments is very good. 42% respondent think it is normal like other
company. Only 4% respondent think that product line is not good enough. They
need to increase their product line.

5. Product Quality of KNIT CONCERN Garments products

Highly Agree Agree Netural Disagree Highly

33
 Disagree
37% 42% 18% 3% 0%

Analysis: The graph shows that product quality of KNIT CONCERN Garments.
37% respondent are highly agreed with current quality that provided by KNIT
CONCERN Garments is very good. 42% respondent mark as only good. And 18%
respondent think it is normal like other re-rolling company. Only 3% respondent
think that current quality is not good enough.

6. Price range of the products

Highly Agree Agree Netural Disagree Highly
Disagree
12% 28% 48% 12% 0%

34
Analysis: The graph shows that price range of KNIT CONCERN Garments. 12%
respondent are highly agreed with current product price is reasonable for all classes
of people. 48% respondent thinks it is normal like other company. 12% respondent
think that current price is high.

7. Price against other Garments company

Highly Agree Netural Disagree Highly
Agree Disagree
43% 38% 35% 12% 2%

35
Analysis: The graph shows that price against other company. 38% respondent are
highly agreed with current price that lower than other garments company like
Pacific Jeans. 35% respondent think it is normal like other garments company.
12% respondent think that current price is higher in some product against other
company. To increase sales, they need to change their price.

8. Different kinds of offer for client of KNIT CONCERN

Garments
Highly Agree Netural Disagree Highly
Agree Disagree
17% 25% 38% 17% 3%

Analysis: The graph shows that different kinds of offer for wholesaler. KNIT
CONCERN Garments provide some bundle offer different kinds of foreign clients
for encourage them for increasing sale. 25% respondent are highly agreed with
current offer that used by KNIT CONCERN Garments is very good. 38%
respondent think it is normal like other company. 17% respondent think that
current offer is not good enough. To increase sales, they need to attractive their
offer.
36
9.Offer in Quantity that Provided by KNIT CONCERN
Garments
Highly Agree Netural Disagree Highly
Agree Disagree
23% 22% 38% 15% 2%

Analysis: The graph shows that quantity offer policy that provide by KNIT
CONCERN Garments. 22% respondent are highly satisfied with present quantity
policy that provided by KNIT CONCERN Garments is very good. 38% respondent
think it is normal like other company. 12% respondent think that present quantity
offer is not good enough. To increase sales, they need to modify their offer in
quantity.

10. After sales service of the KNIT CONCERN Garments

Highly Agree Netural Disagree Highly
Agree Disagree
42% 37% 18% 3% 0%

37
Analysis: The graph shows that after sales services of KNIT CONCERN
Garments. 42% respondent are highly agreed with current services that used by
KNIT CONCERN Garments is very good such delivery on site free of cost. 18%
respondent thinks it is normal like other company. Only 3% respondent think that
current facilities is not good enough. To have to increase after sales services.

4.3 Promotional activities:

1.Promotion via newspaper& television that provided by KDS
Garments

Highly Agree Netural Disagree Highly

Agree Disagree
42% 37% 18% 3% 0%

38
Analysis: The graph shows that newspaper and television promotion of KNIT
CONCERN Garments. 37% respondent are highly agreed with current promotional
procedure. KNIT CONCERN Garments provides regular advertisements on Tv
channel and newspaper. People understand more clearly about KNIT CONCERN
Garments. 18% respondent think it is normal like other company.

2. Promotion via Online

Highly Agree Netural Disagree Highly

Agree Disagree
32% 30% 28% 10% 0%

39
Analysis: The graph shows that online promotions of KNIT CONCERN Garments.
30% respondent are highly agreed with current promotional procedure. KNIT
CONCERN Garments provides regular update on websites. This type of promotion
is very helpful for the business. 10% respondent think it is normal like other
company.

3. Target Marketing policy of KNIT CONCERN Garments

Highly Agree Netural Disagree Highly

Agree Disagree
22% 38% 28% 12% 0%

40
Analysis: The graph shows target marketing of KNIT CONCERN Garments. 38%
respondent are highly agreed with current target marketing policy of KNIT
CONCERN Garments is very effective. Because KNIT CONCERN Garments
target marketing such as real estate company. 28% respondent think it is normal
like other company. Only 12% respondent think that target marketing is not in this
sector. They need to change their policy.

4.4 Impact of Marketing Mix

1.Impact on Sales of KNIT CONCERN Garments
Year 2016 2017 2018 2019 2020
Percentag 7.30% 8.50% 8.30% 10.50% 14.23%
e

41
Graph shows that how marketing policy of KNIT CONCERN Garments helps in
sales in last five years 2016-2020. In 2017 sales increasing about 8.50%. But in
2018 it was 8.30% that means decreasing. In 2019 it was 10.50% which is higher
than 2016, 2017 means increasing. In 2020percentages was 14.23%. KNIT
CONCERN Garments runs their business with higher sales because of effective
marketing.

2. Impact on Profit earning of KNIT CONCERN Garments

Year 2016 2017 2018 2019 2020

Percentage 3.20% 4.10% 4.23% 4.70% 5.13%

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Analysis: The graph shows that how marketing policy of KNIT CONCERN
Garments helps in profit earning in last five years 2016-2020. In 2017 profit
increasing about 4.10%. In 2018 it was 4.23% that means increasing. In 2019 it
was 4.70% which is higher than 2016, 2017& 2018 means increasing. In 2020
percentages was 5.13%.

3.Impact on Market share KNIT CONCERN Garments

Year 2016 2017 2018 2019 2020

Percentage 18.23% 15.23% 16.65% 18.51% 18.72%

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Analysis: The graph shows that how marketing policy of KNIT CONCERN
Garments helps in market share in last five years 2016-2020. In 2017 market share
was 15.23%. In 2018 it was 16.65% that means increasing. In 2019 it was 18.51%
which is higher than 2017& 2018 means increasing. In 2020 percentages was
18.72%.

4.5 Findings:

Product: Very little variation in the product line. So, it is establishing the product
in new market.
Price: Some products price is higher than other company. For covered the whole
market it is a threat for KNIT CONCERN Garments.
Place: Place coverage of KNIT CONCERN garments is not perfect area.
Transportation system is not good enough. That’s why sometimes they are late in
delivery.
Promotion: KNIT CONCERN garment doesn’t advertise their company
products and services in different media.
Sales Target: Sales target of KNIT CONCERN Garments is not well developed.
With discussion supervisor impose target which is hard to fulfill by the sales team.
Marketing department: Marketing department of KNIT CONCERN Garments is
not well structured.
Product quality: Product quality is average like MNU Garments, Teehung
Garments etc.

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CHAPTER – FIVE
RECOMMENDATIONS & CONCLUSION
5.1 RECOMMENDATIONS

I recommend the following steps:

 Product: Need to develop the product line to attract more customer.
 Price: Some products price is higher than other company. So, product price
must be developing with other company.
 Place: Need to move their main factory in easy transportation area.
 Promotion: KNIT CONCERN garments should develop their promotional
activities to attract more customers.
 Sales Target: Sales target should be developed after the discussion with sales
team.
 Marketing department: Marketing department of KNIT CONCERN
Garments should be well structure.

45
 Product quality: Product quality is average. So, KNIT CONCERN need to
improve their product quality.

5.2 Conclusion

We should study marketing because in our personal life, we all use selling
techniques. In my project program, I found marketing is really an interesting job. If
we want to work in business, we need to know about marketing because marketing
people play a vital role in the welfare of an organization. Marketing job is really
interesting because of the variety of people encountered and activities undertaken.
In addition, marketing offers opportunities for financial rewards and promotions.
Marketing people engage in a wide range of activities including providing
information of products and services to customers and employees as well. Most of
us are not aware of many of these activities because the salespeople we meet most
frequently work in retail stores. However, the most exciting, rewarding and
challenging sales position involve building partnerships: long term, win-win
relationship with customers. Working in KNIT CONCERN Garments Limited. I
found marketing in a new way. KNIT CONCERN Garments Limited is the largest

46
garments Garments producing company in Bangladesh. Since beginning, the
company tried and accomplishes to provide the best quality of its services to its
clients without any topsy-turvy state of affairs.
After completing my project program, I have gathered a lot of knowledge about
corporate world and marketing and sales policy of a company. In my project
program I have found some problems which is directly related with the company.
If the company remove those problems by observing my suggestions hope they
will run their business more successfully.

5.4 References
www.knitconcern.com

https://journals.sagepub.com/doi/10.1177/2158244018800838
(Sashi, 2012)

References
https://journals.sagepub.com/doi/10.1177/2158244018800838

(Owomoyela, Oyeniyi, & Ola, 2013)

References
https://journals.sagepub.com/doi/10.1177/2158244018800838

(Ho & Hung, 2008).

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Appendix:

48