CHAPTER-1

INTRODUCTION

In the modern globalization world market is very complicated. A large

number of the company is always fighting in the market to capture market
share. Avery Company launches their new product to create new position in
the market. Most of the people are educated now. They are always conscious
about market and new product. So marketing is very complicated.

Abul Khair Group of company is one of the leading company in the

Bangladesh. People of Bangladesh are well known about Abul Khair Group
of Company and it’s products. It’s business are expending day by day.

At the present time, it has rich business portfolio and maximum products are
leading position in the market. Abul Khair Tobacco Company Ltd. (AKTCL)
is one of them. Abul Khair Group of Company started its journey by the
Abul biri. So AKTCL plays a great role to Abul Khair Group.

Training Report as Management Trainee on AKTCL 1

 OBJECTIVES OF THE STUDY

Main Objective
1. To Know leadership and manpower controlling.
2. To gather practical Marketing working experience.
3. To know the Marketing planning organization various strategic and
polices. Against the sales.

Supportive Objectives:
1. To know overall Tobacco marketing system.
2. Development of consumers and customer satisfaction
3. Proposal for increasing products sale.
4. To find the problem and prospect of AKTCL
5. Measurement of market share, Segment share, Product demand,
call productivity and brand call productivity.
6. Customer and consumer satisfaction and dissatisfaction
7. Prepare the necessary documentation of a territory
8. Leadership quality and performance.

Training Report as Management Trainee on AKTCL 2

 BENEFIT OF THIS REPORT

At Abul Khair Group, I have firstly tried to acquire knowledge and

experience about the overall marketing system of AKTCL. And here the
benefits are as:-
1. Concept develops about Tobacco market and Territory
2. To set up a new Territory.
3. To manage the subordinates and co-ordinates.
4. Switch competitor’s customer to our products and inverse their
products
5. Measurement of market share, segment share, product demand, call
productivity.
6. Customer and consumer satisfaction and dissatisfaction.
7. Prepare the necessary documentation of a territory.
8. Leadership quality and performance.
9. All of the managerial functions.

Training Report as Management Trainee on AKTCL 3

 METHODOLOGY OF THE STUDY
Sampling:
My sample is composed of 3 route consumers who are the potential
consumer for tobacco product. I cover only Chittagong South Region. The
variables used in the report are income, price, age occupation, social status,
employment and preferences.
Research Instruments:
I followed the finding analysis technique to come to a conclusion, which
may or may not support my objectives. Exploratory study has been selected
to collect data from the consumers of tobacco brand. The nature of the
research is to find out what is the, brand Fingerprint and Brand essence of
tobacco in consumer mind. Exploratory research is used in cases when the
researcher want to identify the problem more preciously, identify the
relevant courses of action or gain additional insights before an approach can
be, developed.
Data Collection procedure:
Data, which are used in this report, were collected from the consumers of
cigarette user. Who consumed cigarette in a regular basis.
Instrument of data collection
Different technique and instrument were used to collect data from the
consumers. These are as follows:
A personal, one to one focus group interview technique was used to collect
data from the consumer.
A semi-structured questionnaire was used for collecting data from the
consumer of cigarette. To identify Fingerprint and Brand personality
researcher used one type of questionnaire and assess brand essence,
researchers use another set of questionnaire.
Training Report as Management Trainee on AKTCL 4
 LIMITATIONS OF THE STUDY

1. The AKTCL has inadequate quantity of readymade data &

information
2. Most of the manpower was so busy that they could not provide
sufficient time to us.
3. It is impossible to know everything for time constraints.
4. Short range of data Analysis
5. Short time for study
6. Communication gap with the respectable executives during
preparation of this report.

There are also some limitations, which have created my problems during my
training period. In spite of these tried to make my report best.

Training Report as Management Trainee on AKTCL 5

 CHAPTER -2
HISTORICAL BACKGROUND OF AKTCL

In the subcontinent of Indian Biri was made of “ Tendu leaf ” After the
Divination of India and Pakistan, ( 1947) Pakistan bought Tendu Leaf from
India. Because of India Pakistan war in 1965 India banned to supply “ Tendu
Leaf” in Pakistan. After that in Pakistan Biri was made of “ Kumbi Leaf.

Abul Biri factory was established in 1958, it was named by the name of its
founder late Abul Khair. Our Respectable person late Mr. abul Khair leaded
as a full straggle life. He thanked about his life to developed and set then the
mission and objectives to do something for the society. Actually he was a
great entrepreneur. Entrepreneur refers who always searches for change,
responds, to it and exploits it is an opportunities and innovative. He bought
his factory from a Pakistan Citizen. The growth of Abul Biri was so high that
founder had to establish more factories in country.

Now AKTCL in one of the important business of AKTCL from the only
Abul Biri a present there is:-

 42 No. Abul Biri

 Special Abul Biri
 Sunmon
 Marine

Training Report as Management Trainee on AKTCL 6

Cigarettes of AKTCL are in the market is:
 42 No. Abul Biri launched in 1958.
 Sun moon Launched in December 06, 1998
 Marine Launched in October 21, 2001 and
 Special Abul Biri 05-09-04.
 Marine special blend 22.11.05.

The product mix of Khair Group are as follows-

Milk Steel goods Beverage

Starship Condensed Milk Cow brand tin Starship mango Juice
Full Cream Milk Powder Cement Chock let Milk
Marks Full Cream Powder Shah cement Shad Juice
Tobacco Rick Field Oil
Marine Brick Starship wain Oil
Sun Moon Coconut Oil
Abul biri ( EAB, SAB) Buttterfly Brand
Mustared Oil
Baby food Dairy food Tea
Mother Smile Dairy food Seylon tea

Training Report as Management Trainee on AKTCL 7

 CHAPTER – 3
BASIC CONCEPT OF TOBACCO AND CIGARETTES

Tobacco is the vital parts of a cigarette. Now some concept of tobacco and
cigarettes are shows in the following way:-

Product knowledge:
The tobacco leaf is considered as follows
 Sucker
 Leaf
 Cutter
 Lugs
 Priming
Among the 5 types of leaves sucker is not used for making cigarette.
Parts of Tobacco leaf:

There are two parts of tobacco leaf. These are-

1) Lamina & Stem.
Kinds of tobacco leaf.

There are 7 types of Leaf. These are mentioned below-

1. Burly
2. Oriental
3. Motiher
4. Brazilian
5. Virginia
6. Traditional

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 7. Speed-g-28
Procedure of curing tobacco
There are 4 procedures of curing tobacco. There are-
1. Flue cured: Flue is created by fire and cure the tobacco.
2. Air cured: tobacco is cured by air.
3. Sun cured: Tobacco is cured by sun.
4. Fire cured: tobacco is cured by fire.

Manufacturing Department:
There are two types of manufacturing department for making cigarette. It is
as follows-
1. Primary Manufacturing Department:
In this Department, lamina and stem is mixed and chemical is used in such
way that the tobacco can be used in the secondary department.
2. Secondary Manufacturing department:
Here all the activities is accomplished.

Chemical use:
 Glycerin &
 Sugar

Classification of cigarette Packet:

Four types of cigarette are-
1. Hings led (20 sticks)
2. Soft cup
3. Shell & slide

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 4. Flip top (10 sticks)

Parts of cigarette packet:

There are six parts of cigarette packet mentioned below-
1. Tear of ribbon
2. Banderole
3. Shell
4. Biaxial oriental polly propylene ( B.O.P.P)
5. Slide
6. Foil paper - I) Silver of Aluminum, ii) metallic ( not 100% golden) iv)
poster

Parts of a cigarette:
It is shown in the following picture-
Tobacco
Burning Point

Tobacco Paper

Seem
Filter Kings

Dye Print

Anchore Point
Tipping Paper
Fig.
Filter
Configuration of Cigarette.
Types of Filter:
1. Cellulose Acetate (made by soft type wood)
2. Paper Filter (made by paper)
3. Charcoal filter (made by coal)
Training Report as Management Trainee on AKTCL 10
 4. Dual filter (made by paper & coal)
Outlet Grading:
In the market we see carious size of cigarette. It is given in the
following way:-
Sl. NO. Name Length
01 Plain size 70 mm
02 Regular Size 76mm
03 Long size 80mm
04 King size 84mm
05 Luxury size 100mm

Cigarette segment on the basis of price:

We can segment the cigarette market in the Following way:-
Sl.NO. Segment Name Price per stick
01 Premium segment Tk. 3 or above
02 High segment Tk. 2 to Less than 3
03 Medium Tk. 1 per stick
04 Low segment Tk.0.50 to less than Tk 1
05 Very low segment Tnk. 0.25 per stick

Training Report as Management Trainee on AKTCL 11

 ORGANGRAM OF AKTCL

D.M.S

M.M

D.M.E D.M.O D.M.I

R.S.O R.S.I

T.S.O MT T.S.I T.S.S

ZSS (1) ZSS (2)

S.R M.S.P B.S.P

B.D V.P

Note:
DMS: Director Marketing. TSI: Territory Sales In charge.
MM: Marketing Manager. TSS: Territory Sales Supervisor.
DME: Divisional Marketing Executive. ZSS: Zonal Sales Supervisor.
DMO: Divisional Marketing Officer. SR: Sales Representative.
RSO: Regional Sales Officer. MSP: Marine Sales Promotion.
RSI: Regional Sales In charge. BSP: Biri Sales Promoter.
TSO: Territory Sales Officer. BD: Baby Van Driver.
MT: Management Trainee. VP: Van Puller.

Training Report as Management Trainee on AKTCL 12

Oreganogram of a Territory

RSO/RSI

TSO/TST/TSS

ZSS

Perfect========File

SR MSP/BSP

TVP VP

Here:
RSO- Regional sales officer
RSI –Regional Sales In Charge
TSO- Territory Sales Officer
TSI- Territory sales Supervisor
ZSS-Zonal sales Supervisor
SR- sales Representative
MSP-Marine sales promoter
BSP-Biri sales Promoter
VP- van Puller
TVP- Taxi Van Puller.

Training Report as Management Trainee on AKTCL 13

 CHAPTER – 4
TERRITORY DETAILS

Territory:
It is a business potential geographical area where Territory sales officer
performs his/her duty responsively and effectively and efficiently. Generally
a territory is consisted of four or five zones.

Territory sales Officer (T.S.O):

T.S.O. means Territory sales officer. He is all in a Territory , he have good
motivation power, administrative power, good behavior and moral activities.
This is necessary to achieve his and target from that particular Territory.

Characteristics of a territory;
Earlier I have defined territory that is it has to be a sales potential specific
geographical area, which is supervised by a T.S.O effectively. Beside this the
following elements for territory:
 Present and potential customer and consumer
 Specific geographical area.
 Here competitive activities have to be existed.
 Economical situation and to be favorable for my product.
 Here customer/ consumer will be existed of various income love.
 Listed customer may decreased or increase.
 Company or distributor sells me product directly.

Training Report as Management Trainee on AKTCL 14

The basic Activities/ Functions of a T.S.O
A territory sales officer performs many activities in his territory. But the
basic activities as follows.
1. Distribution
2. official Management from company Distributor control.

1. Office Management cording to company direction:

Company delegate authority to control or manage territory to a T.S.O. the he
can perform his duties effectively. It is as follows:
 Manpower set up
 Target achievement
 Company cost reduction
 Sales Planning
 Documentation maintains.

2. Distributor control:
 To observe whether the decoration of furniture is satisfactory or not.
 Whether the store room as perfect/reasonable for keeping products.
 To inform the distributor relating problems to the Regional sales
officer.
 Whether the products come into the distribution point or not where
there is products in the store or not, the T.S.O. has to observe/watch it
 To observe the D.D relating matters.

Training Report as Management Trainee on AKTCL 15

Necessary Documentation of Territory:
To accomplish the territory activities a TSO/TSI of AKTCL maintain the
following documents.
1. Staff Attendance ( company) File.
2. Advice register file
3. Target and sales analysis file
4. Target and sales achievement file
5. Tour Program file
6. Salary and TA/DA Bill file
7. Meeting summary file
8. Competitors information file
9. Personal files (All ZSS)
10.Officer order (incoming) file
11.Officer order (outgoing) file
12. Advertisements file
13.Vehicles file
14.Bill file
15.Marketing operation file
16.Format file
17.POP (poster & purchase ) file
18.Gathering file
19.Daily sales statement (D.S.S) file
20.Daily information sheet (D.I.S) file
21.Leave file
Training Report as Management Trainee on AKTCL 16
Functions of a ZSS :
Zonal sales supervisor is a vital position in a territory. He is important in
achieving the sales target and sales promotion. His functions are as follow.

 To contact customer and consumer regularly.

 Always try to search for a new market
 To solve the market problems which are possible him
 Achieve clear concept on his zone and his territory
 To ensure the delivery as demand of each road
 To monitor the sales of SR
 To examine the own supply weather it is 100% satisfactory or not
 To create 5 to 10 customer in each day
 To ensure satisfactory display of his own brand in the outlet
 To collect the competitor information and inform the TSO
 To coordinate SR and VP.
 Has to be well known to each customer of each route
 To submit the daily, weekly and monthly report to the TSO
 To coordinate SR and VP
 Have to be well known to each customer of each route
 To submit the daily, weekly and monthly report to the TSO
 Maintain refuse register
 To create good relation with the customers.

Training Report as Management Trainee on AKTCL 17

  If the SR/ VP does anything against of the company rules ZSS has to
inform it to the authority.
 Not to say any illogical words which may be disturbing to the
customer and consumer.

Salesmanship
Salesmanship means the technique of a salesman to induce the customer and
success to sale goods or services.
“Salesmanship is a technique by which a salesman can sale his goods or
services to person.”
By Prof. Harold M. Mike.

Roles of SR in Marketing:
Administration:
The sales representative has to perform the following administrative works:
 Complete cash memo
 Delivery stuck and takes money
 Complete customer call card
 Note competitions activities.

Merchandising:
Here the essential activities are as follows:
 Display the products at preferential sale of eye level in a way that
product will say buy me.
 Place P.O.S and nurse old P.O.S.
 Sell the benefit of display of your customer.

Training Report as Management Trainee on AKTCL 18

Evaluation:
At the last time the SR has to do the following tasks:
 To help the SR sincerely at he time of sale.
 He has to be honest, submissive, and well behaved.
 To ensure delivery in the outlet.
 To delivery the product according to the distribution.
 To ensure the route coverage.
 To repair the van timely
 Attend in the office in just time.
 Has to return the promotional activities responsively and effectively.

Follow the 4 x 20 rules:

 First 20 steps
 First 20 inches
 First 20 words
 First 20 Seconds
 Ask him some interesting question
 Always be in pleasant mode.
 Use common words.
 Do not be hurried
 Take stock position of backward and forward
 Avoid jargons.

Presentation:
At this time the sales representative active has to do the following things

Training Report as Management Trainee on AKTCL 19

  After taking stock try to sell his target and stock
 Note order and watch customer’s attitude
 If customer refuses, then give him alternative proposal.

Increase Order:
To increase the order the following activities is essential
 Always highlights his scheme and profitability
 For bullet points to influence to buy a product.
 Customer needs
 Quality of the products
 Availability of the products
 Profitability.
 Try to connivance him at your proposal
 Attack his attention
 Create his confidence

Functions of MSP ( Marine sales promoter):

1. They sale 100 sticks of marine everyday and create 50 consumers basis
on outlets.
2. Touch the outlets and try to launch products
3. Find the GAP outlets and try to launch product
4. Contract the consumers and list their names in the sheet.
5. Take the help of ZSS if problem rise and detail consult with them.
Training Report as Management Trainee on AKTCL 20
6. Collect/take the problem sheet from the SR and by the route schedule try
to solve and return that sheet to SR and ZSS.

Functions of BSP ( Biri sales promoter):

1. Sale everyday more than 20 packets of EAB and create temporary and
permanent consumer more than 50 consumer on the basis of the
outlets.
2. In per week 1 or 2 days go with the SR and observe its activities and
create new many permanent and temporary consumers creates in the
provided contact sheet.
3. Take the help of ZSS if problem arise and detail consult with them.

Roles of Van Puller (VP) in Marketing

A van puller can play an important role for the effective distributor of
product.
It is as follow-
1. To help the SR sincerely at the time of sale,
2. He has to be honest and well behaved,
3. To ensure the coverage,
4. To repair the van timely,
5. To attend in the office in just time,
6. To return the access/scarp product in due time,
7. To ensure delivery in the outlet,
8. To delivery products according to the distribution,
9. To perform the promotional activities responsively

Distributor:
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Distributor is a marketing channel through which companies distribute
his/her product to the wholesaler or realtor by company’s sales force.

Qualities of A Distributor.
Distributor plays vital role in the marketing of any product. The following
qualities have to be existed for a distributor:
 Financial solvency
 Sufficient Manpower
 Has to be well educated
 Qualities for marketing a product
 Achieving good will in marketing.
 Honest and ideal. Social and political power.

Function of a Good Distributor:

The Function of a good distributor is as follows:
 To get /Take the products in time
 Ensure pay order/ D/D in time
 Transaction had to be fair.
 To ensure sales out and in at time
 To receive the money from salesman and driver.
 To maintain the rules and regulation of our company.
 To maintain the stock properly.
 To decorate/ furnish the territory.
 Has to be conscious for under rate.

Documentation for a distributor:

The necessary documentation for a distributor is as follows:
 Staff attendance file

Training Report as Management Trainee on AKTCL 22

  Sales register
 Staff registers
 Company ledger
 Bill register
 Invoice file.
 Office order file.
 Balance statement file
 D.S.S. file
 Personal file (SR/CM).
Function of a DIS/DSS sheet
A daily information sheet has five parts. These parts are as follow:
1) Administrator / Manpower.
2) Logistic Support.
3) Stock Management
4) Remittance collection & Balance.
5) Staff Movement.
Admin. / Manpower: This part holds the following
*Attendance * Strength * Present
Logistics Support: Sub point or sections of logistic support are:
*Attendance * Strength * Present

Stock management: Here are some sub points of stock management:

 This month target * Pre day target
 Yesterday target sales * Sales to date
 Target to date * Average daily sales
 Variance to date etc.

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Forecasting:
Forecasting is a prelude planning. It is predicting the future.

Principle of forecasting:
 Forecasts are as usually wrong looking at the unknown future.
 Forecast should have an estimate of error.
 Forecasts are more accurate for families or group.
 Forecasts are more accurate for nearer time spans.

Techniques for forecasting;

 Moving average method
 Least squire regression analysis
 Exponential smoothing technique

Breakeven Analysis:
Fixed Cost
Breakeven Quantity =
Cost-Variable Cost

Competitors Analysis:
 Identify the company’s competitors.
 Determining competitor’s objectives
 Identify the competitor’s strengths and weakness
 Estimating competitors to attack & avoid.

Ten steps of personal selling:

 Prospecting and qualifying
Training Report as Management Trainee on AKTCL 24
  Pre-approach
 Approach
 Presentation
 Trail close
 Determined Objection
 Closing
 Review
 Follow-up.

Comparison between own and competitors Brand :

Very Low
Medium Segment Low Segment
Name of Segment
Location Price Price Price
Company
Brand Brand Brand
(1000) (1000) (1000)
AKTCL CTG. Marine 780 Super 450 42 no. 100
Luxury King, 440 Abul 120
Filter Sunmoon Biri sab
Dhaka Dhaka Navy/ 850 Five Star 400 Akij 122
Tobacco Legend Red& Biri
Ltd. White
British Star 850
American Filter
Tobacco Scissor
Filter
(Shell
Slide)

Training Report as Management Trainee on AKTCL 25

 Nasir Kushtia Asian 750 Nasir 440 Nasir
Tobacco Gold Biri
Co. Ltd.
Azizuddin CTG. Gold 750 Wilson. 450
Tobacco Hill Express,
Co. Ltd. Ramna
Alpha Jessore Senor 800
Tobacco Gold
Mfg. Ltd.

CHAPTER – 5
BASIC CONCEPTS OF MARKETING

Definition of Marketing:
Any activities from before production to reach consumption is called
marketing. In a word we can say that marketing is delivery of standard of
living. Philip Kotler: “Marketing is a social and managerial process by
which individuals and groups obtain what they need and want through
creating and exchanging products and values with others.”
So, the marketing is to delivery the customer satisfaction at a profit create
relation with customer.

Core concept of Marketing:

Needs: A state of felt deprivation.
Wants: The form taken by a human need as shaped by culture and
individual, Personality.
Demands: Human wants that are backed by buying power.

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Marketing Offer: Some combination of products, services, information, or
experiences offered to a market to satisfy a need or want.
Market: Market is a set of actual and potential buyers of products or
services.

Core concept of marketing shown following figure-

Needs, wants,
demands

Marketing offers
(products,
Market services, and
experiences)

Exchange,
transactions, and Value and
relationship satisfaction

Marketer: In any exchange the person who is active to make exchange is

called marketer.

Buyer market: When seller is active to sell/make the exchange then it is

called buyers market.
Training Report as Management Trainee on AKTCL 27
Sellers market: When both parties are active to make the exchange then it is
called mutual market.
Marketing Management: The art and science of choosing target markets
building profitable relationships with them.
De-marketing: Marketing is to reduce demand temporarily or permanently;
the aim is not destroy demand but only to reduce or shift it.

Elements of modern marketing system:

Company
(marketer)
Marketing
Suppliers Intermediaries End users

Competitors

Connections with customers

Connecting more selectively
Connecting for life
Connecting directly

Today’s marketing connections:

Connections technologies Connections with Marketing

Computer Partners
Information Connecting with other company
Communication departments
Transportation Connecting with suppliers and
distributors
Connecting through strategic
alliances
Connections with World Around Us
Training Report as ManagementGlobal connections
Trainee on AKTCL departments 28
Connecting with values and
responsibilities
Broadened connections
Customer lifetime value: The value of
That the customer would make over a life-time

Customer satisfaction: The extent to which a product’s perceived

performance matches a buyer’s expectations.
Intranet: A network that connects a company with its suppliers and
distributors.
Extranet: The vast and burgeoning global web of computer networks with
no central management or ownership.
E-commerce: Buying and selling processes supported by electronic means,
primarily the Internet.
E-marketing: The marketing side of e-commerce-company efforts to
communicate about, promote, and sell products and services over the
Internet.

Digitalization and
Forces shaping the Internet age:
connectivity

Customization and The explosion of the

customerization The Digital Age Internet

Training Report as Management Trainee on AKTCL 29

New types of
intermediaries
Relationship Between 4 P’s and 4 C’s

Product Customer Solution

Price Customer cost

Place Convenience

Promotion Communication

CONCEPT OF BRANDING
Brand: A term, sign, symbols or designer combination of them intended to
identify the goods or services of one seller or a group of dwellers and
different them for those of competitors.

Branding do:
 It makes consumer shopping easier.
 It saves on marketing company’s time effort.
 It protects the company from copying by competition.

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Characteristics of good branding:
 Short and simple
 Easy to spell and read
 Easy to recognized and remember.
 Easy to pronounce in all language
 Always contemporary
 Legally available

Importance of branding:
 It makes consumer shopping easier
 It saves on marketing company’s time and effort
 It protects the marketing company from copying by the
competitors.

Marketing Mix-Strategy

Customization: Customization involves taking the initiative to customize

the market offering.
Customerization: In customerization, the company leaves it to individual
customers to design the offering, i.e. one-to-one marketing.

Consumer buying behaviour:

The buying behaviour of final consumers-individuals and households who
buy goods and services for personal consumption.

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Model of buyer behaviour:

Marketing and other stimuli Buyer’s black box Buyer responses

Marketing Others Buyer Buyer Product choice
Product Economic Character- decision Brand choice
Price Technological ristics process Dealer choice
Place Political Purchase timing
Promotion Cultural Purchase amount

The buyer decision process:

The buyer decision process consists of five steps-
Step 1: Need recognition.
Step 2: Information search
Step 3: Evaluation of alternatives
Step 4: Purchase decision
Step 5: Post purchase behaviour

New Product Development Strategy:

To develop new product, a company should follow 8 steps. These are-
Step 1: Idea generation
Step 2: Idea screening
Step 3: Concept development and testing
Step 4: Marketing strategy
Step 5: Business analysis
Step 6: Product development
Training Report as Management Trainee on AKTCL 32
 Step 7: Test marketing
Step 8: Commercialisation.

Advertising:
Any paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor.

Sales promotion:
Short-term incentives to encourage the purchase or sale of a product or
service.

Public relations:
Building good relations with the company’s various publics by obtaining
favorable publicity, building up a good corporate image and handling or
heading off unfavorable rumors, stories, and events.

Personal selling:
Personal presentation by the firm’s sales force for the purpose of making
sales and building customer relationships.

Direct marketing:
Direct connections with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting customer relationships.

Consumerism:
An organized movement of citizens and government agencies to improve the
rights and power of buyers in relation to sellers.
Training Report as Management Trainee on AKTCL 33
Environmentalism:
An organized movement of concerned citizens and government agencies to
protect and improve people’s living environment.

What do we mean Cheque, D.D & T.T:

Cheque: An unconditional order in written on a certain Bank signed by the
maker to pay on demand a certain sum of money to certain person, or to his
order, or to the bearer of the instrument.

DD: DD is one kinds of pay-order. Demand Draft it is a bank system to

territory money. Company collect remittance from party by demand draft.

TT (Telephone Transfer): TT is a media to sent money quickly in a long

distance. Bank gives clearance to his other branch in another place to pay
money to the party.

Push (VS) pull strategy: This two concept of communication is as follows:

 Push Strategy: Through this strategy the product is pushed to the
consumer by personal selling.
 Pull Strategy: Through this strategy the marketer pursue the
consumer by advertisement.

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Training Report as Management Trainee on AKTCL 35
 CHAPTER - 6
AKTCL AND ITS COMPUTERS POSITION

What is Market Share and Segment Share?

Market Share: Market Share means to identify and by analyse the total sales
volume in a year and by comparing with similar brands the percentage of
share is showing the market share of the product. We can identified by the
following ways:
If we consider 20 shops and the individual brand are exists in 10 shops and
at the rate of quantity 3 per packet i.e. 60 sticks. We can calculate it
Total quantity of our product
Market Share = Total quantity of all product 100

= 100
=300 i.e. 3% market share.
And by calculating the individual share with adding the whole individual
share we can find out the total market share and we observe that Abul Khair
Tobacco Limited’s market share is 3rd position in the present market
situation.
Comparative analysis of 0.50 tk brand and 1.00 tk brand
Brand Name Position (In Ctg.)
Sunmoon 1st position (90%)
Five Star (Dhaka Tobacco) 2nd position (6%)
Wilson (Aziz Uddin Tobacco) 3rd position (25)
Others 2%
Fig – Analysis market share @ .50 cigarette
Brand Name Position
nd
Navy (Dhaka Tobacco) 2 Position (49%)
Star (British American Tobacco) 1st Position (50%)
Marine (AKTCL) 3rd position (0.5%)

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 Senor Gold 4th position (0.5%)
Legend (Dhaka Tobacco) 5th position (0.5%)
Others (0.5%)
Fig – Analysis market share @ .50 cigarette

Brand Name Position (In Ctg.)

Special Abul Biri (AKTCL) 2nd position (49%)
Abul biri (AKTCL) 2nd position (49%)
Akij Biri 1st position (50%)
Rashada Biri 3rd position (1%)
Karigor Biri 3rd position(1%)
Others
We can show it in the bar diagram:

100%

80%

60%

40%

20%

0%
Sunmoon five Star Wilson Othres

We can show it in the bar diagram :

60%
50%
40%
30%
20%
10%
0%
Star Navy Marine Others

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 60%
50%
40%
30% Series1
20%
10%
0%
Akij Biri Abul Biri Othres

Segment share: Generally market segment means a group of consumer who

respond in a similar way to a given set of marketing stimuli. And by identify
the individual products market share is called segment share of market.
On the other hand, territory basis market share or zonal basis or
division basis market share is called segment share.

Total quantity of our product (segment basis)

Segment Share Total
= quantity of all product (segment basis) 100

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 CHAPTER – 7
SWOT ANALYSIS OF AKTCL:

Every company faces some threats and weakness as well as enjoys some
strengths and opportunities. The SWOT analysis of AKTCL is as follows-

Strength
o It produces a large volume of products,
o Renowned company name,
o Reputed brand name ( Sunmoon, Abul Biri)
o It has managerial expertise,
o Strict corporate management,
o Ability to properly utilize full production capacity,
o A large number of sales forces.

Weakness
o Sometimes short supply of product
o Irregular customer contract
o Lack of management information system
o MSP and BSP are not well motivated
o SR not interest to cover his area
o ZSS’s do not give his actual job responsibility
o Job switching tendency.

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Opportunities:
o Benefit to buying and selling for a shopkeeper
o Cost of production is low
o Promotional activity is always is running
o Brand rehearse is witless or is always their effort running
o Its roaming always new concept
o Management body is always take care for any action.

Threats:
o It has strong local and multinational competitors
o Govern regulation is not appreciate smoking
o It is very hard job to convert specific brand to another brand
o Consumers are interested to get presentation but they are not interest
to habituate to marine and other brand.
o Promotional program for competitors is very harmful for our own
brand.

Finding:
o The company is not conscious about the market
o AKTCL always roaming for buying customer but it is true customer is
not a product customer should be made.
o Why our brand failure to hold the market position. It is not going to
recognize.
o All employees are not giving their effort.

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 Product Life Cycle (PLC) of AKTCL:
PLC is the course that a product’s sales and profits take over its life time.
Every product has a life cycle and it is in five steps. Now the four products
of AKTCL are given in the various stages.
Firstly, Product Development-
Introduction stage
Growth stage
Maturity stage
Decline
Sun Moon
Sales
Marine
Sales & Profit

SAB Profit
Abul Biri

Time
Product Introduction Growth Maturity Decline
Development
Communication process of AKTCL:
There is too ways to communicate with target audiences, for the better
communication with target audiences the following tools are available.
Communication Mix:
 Advertising

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  Sales promotion
 Public relation
 Personal selling
 Direct Marketing
ADVERTISING:
Outdoor Advertising:
 Leaflet
 Bunting
 Show pack
 Shop decoration
 Trade latter
 Hand bill
 Packet Display

In door Advertising:
 Hoarding board sign
 Hoarding board sign halogen
 Neon sign
 Billboard
 Strip channel
 Strip channel
 Strip halogen
 Strip traffic canopy
 Strip bell sings
 Strip overhead
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 Strip road divider
 Strip unpeel
 Mega sign

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 CHAPTER - 8
RECOMMENDATION & CONCLUSION

Recommendation:
Though the present management and marketing system of AKTCL is
developed and high standard, besides that some rectifications is needed in
systematic way to achieve rapid growth rate of market share. Some
recommendations are as follows:

For the staffs:

 There need co-ordination and good relationship among the TSO, ZSS,
SR, MSP, BSP, and VP.
 Short training should be provided to them about proper marketing
knowledge.
 New strategies should be taken for creating new consumers.
 Promotion should be provided on the basis of performance and seniority
 Continuous group gathering and monitoring is essential.

For the customers and consumers:

 To expand cooperation to the consumers and customers.
 Attractive program should be taken instead of existing program.
 Prizes should be provided rapidly.
 According to the program and maintain fairness in this reward.
 To arrange party for retailers.
 To increase the free sampling in case of products.

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 For increasing the sales of marine preference should be given retailed
outlets.
 Customer’s attraction and retention policy should be modified.

For the product:

 Product quality and quality must be maintained.
 Priority to proper consumer’s satisfaction.
 Marine quality must be improved fo0r removing cough.
 Packaging. Labeling, and designing of product must be attractive.
 High technique and technology must be added to produce product.

For company:
 AKTCL need to attend the activities and functions of social welfare.
 Reduce short supply.
 Control under rate and over rate.
 Salary structure must be modified.
 Cultural program should be arranged on the basis of product
advertisement for awareness of consumers.
 Company should practice total quality Management.
 Integrated marketing communication should be used.
 MIS should be maintained.

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 WHAT I HAVE LEARNED:
In the training period I have acquired knowledge about some aspects. Which
is given is the below:
 Concept about tobacco market
 Concept about territory and it’s set up
 Knowledge about tobacco, Biri and cigarette.
 How to attract customer and consumer and convince them.
 How to measure market share and segment share.
 How to make memo.
 How to manage the subordinates.
 How to prepare the subordinates.
 How to prepare the subordinates
 How to eliminate customer documentation of a territory
 How to eliminate customer dissatisfaction.
 How to switch competitor’s customers to our product.
 Market supervision system.
 Gathering program.
 Smoker contact
 Marking daily information sheet
 Distribution coverage plan.
 Demand collection, market share, and segment share.
 Distribution handling.
 Stock management.
 Daily work and responsibility of TSO
 File maintain of distributor.
 Merchandising.

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  Ten step of personal selling
 Marketing mix.
 History of tobacco, classification. And production.
 Corresponding to high management.

CONCLUSION

In the Modern globalization world business is now days two idea of

operational tobacco marketing is also developed and huge number of
companies is just or waiting for business. So, differently it is the matter of
thinks how to establish an idea with different technique. Quality product and
expert must, which is driving the ultra modern marketing system of 21 st
Century. And above all satisfying response of our respected consumers
communication have made the Abul Khair Group of companies, a threat to
the other competitive companies in this related field. It surely going to open
a door to future multinational company and present marketing system
already had become a model.

AKTCL had a started its operations with a very good image and total
condition were almost within their control. This company at present retains
it leading positions as well as its good will image in the market. I am quite
satisfied their overall policy, strategy system and program of wishes a good
success and bright future of AKTCL.

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