Prepared For:

Strategic Marketing Analysis on DANO Milk Powder

BANGLADESH

Mr. Samy Ahmed

Faculty, School of Business
North South University
Course: MKT 460 ,Sec-02

Prepared by:
Ahasan Parveen
MD.Rakibul Islam Rakib

071918 030
1010153 030

Md. Jobaydur Rahman

1010337 030

Tanjil Rabbi Begh

1030593 030

Mohammed Redwanul Hoque

1110410030

Farhana Khatun Falguni

1111376 030

Major Strategic Contents:

Segmentation,Targeting,Positioning ( Achieve

Competitive Advantage)
Strategic Planning Gap
Buyer Decision Making Process
Product Market Expansion Grid
Holistic Marketing
Cause Marketing

INTRODUCTION
Dano milk powder products are marketed all over the

country through established strong marketing network

to ensure sufficient supply the product to the
distributor.
This milk powder is a product of Arla foods of Denmark

and it is packed and marketed by Mutual milk Products

ltd of Bangladesh through license agreements.
All distributors should sale company product according

to companys targeted plan and should achieve this

target.

An overview of Dano milk powder history in Bangladesh

Dano Milk powder is the leading milk powder

product in the Bangladesh.

Dano was introduced in the market in 1962 by MD
Foods all over the world.
In 1995, Arla foods take over MD foods and merger
new company name as Arla Foods Ingredient.
In 1998, Mutual Trading ltd was setup new factory
in Bangladesh for packing of Dano milk powder
product as per Arla Foods recommendation and
Mutual Trading Ltd changed company name as
Mutual Milk Products Ltd.

Operational System in Bangladesh

Arla Foods Ingredients, amba, Denmark

Arla Foods Ingredients, Bangladesh

Mutual Milk Product Ltd

Packaging Factory

Dano STP Process

Market Segmentation Strategy

Factors considered segmenting the consumer

markets of milk powder:
Psychographics factors
Behavioral factors
Demographic factors
Geographic factors
Positioning Strategy of Dano Milk Powder
Product differentiation
Image differentiation
Service differentiation

Dano STP Process( Cont.

)
Dano Potential Target Market:

Company target market focus on four main

areasMother and child
Active living
Healthy recovery
Conscious consumer

Holistic Marketing Strategy of Dano:

Holistic Marketing ( Cont.

)
Internal marketing of DANO Bangladesh:
Senior management
Hiring Procedure
Motivation
Improves morale of employees
Less supervision
Fewer accidents
Chances of promotion
Increased productivity

Integrated marketing of DANO Bangladesh:

Marketing MIX Analysis ( 4ps)

Holistic Marketing ( Cont.

)
Social Responsibility marketing:
1. Performance Marketing:
.
.
.
.
.

Knowledge
Product Quality
Foreign Substances
Hygiene
Product Recall (ETHICS)

2. Environment( Plant, Resources, Recycling, Climate

change)
Relationship marketing :
Through Importance Of Channel for Better
Distribution. Lead Better Core Competence.

The Buying Decision Making Process

Five Stage Model:

Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post Purchase Behavior

Core Values of DANO

Holistic Development
Experience & trust
Maternal Love & Wisdom

Brand Personality:

Warm & caring

Dependable
Experience
Positive
Specialized & Evolving
Universally liked

Implementation of Product-Market
Expansion Grid Strategies:
Market penetration
Market development
Product development
Diversification

Companys Strategies for

Strategic Formulation
There are three Strategic Formulation :
Overall cost leadership.
Differentiation
Focus

SWOT Analysis
Strength:
Wide Recognition

International Brand Image

Talented Workforce
Superior Technology
Better Product Quality Relative to the Rivals
Distribution System
Promotional Activity

Weakness
Opportunity:
Growing Marketing Demand
Increase Trade Barriers
Legislation

Threat

The Strategic Planning Gap

Intensive Growth

Dano is focusing in the market penetration strategy to

increase their growth rate.
Integrative Growth

Mutual Trading company ltd.

Diversification Growth

Dano is not concentrating on their diversification growth.

Because their current business is profitable, that they do
not require to step into diversification strategy.

Pestle Analysis
Political
Economical
Social
Technological
Legal
Environmental

Figure 1: Bangladesh GDP PER CAPITA PPP

Figure 2: Bangladesh Unemployment Rate

http://www.tradingeconomics.com/bangladesh/gdp-per-capita-ppp
http://www.tradingeconomics.com/bangladesh/unemployment-rate

Value-Chain Strategies
It involves entire supply chain management

meaning upstream and downstream valueadded flows of materials, final goods and
related information among suppliers, the
company, resellers and final consumers.

Competitive Picture

INDUSTRY Analysis through Porters

5 Forces Model
Michael Porters Five Forces Model:
Threat of new Entrants
Industry Rivalry
Substitute Products
Bargaining Power of Buyers
Bargaining Power of Supplier

Product Life Cycle:

Recommendation
Based On Cause Marketing:
Dano can also make a campaign against child
labor movement in Bangladesh.
In Childrens Day they can make events for
autistic children.
They can go to the rural areas were people
are not aware of their off-springs health.
They can distribute winter cloths among the
poor people in the winter season.

Conclusion
The present study revealed that brand

preferences of milk powder according to

consumers choice
The present study showed that the retailers
rank of different brands for milk powder in
relation to various aspects these areAvailability, Price, Quality, Hygienic,
Packaging, Sales Promotion, Advertisement,
Distribution System.

THANK YOU