1.1 Background of the Study
Theoretical knowledge gets its perfection with practical application. As our educational system is predominantly text based, inclusion of practical orientation program, as an academic component is as exception to the norm. As the parties; educational institution and the organization substantially benefit from such a program, it seems a “win-win situation”. That’s why practical orientation is a positive development in professional area. Recognizing the importance of practical experience, practical exposure is one of the most important parts of MBA Program. In such state of affairs the present aiming at analyzing the experience of practical orientation related to an appraisal of Rangpur Dairy & Food Products LTD.
1.2 Objectives of the Study
The term project will carry the following objectives:.
➢ To know about Rangpur Dairy & Food Products LTD. and its business system. ➢ To gain practical knowledge about the marketing practice of Rangpur Dairy & Food Products LTD. ➢ To evaluate the brand audit of Rangpur Dairy & Food Products LTD by doing STP, SWOT and Brand Mapping.
1.3 Scope of the Study
The area of study is confined to Rangpur Dairy & Food Products LTD. The job is to review the overall brand assessment of Rangpur Dairy & Food Products LTD. This report has been prepared through extensive interviews and market observation. While preparing this report, we had a great opportunity to have an in depth knowledge of all the activities practiced by Rangpur Dairy & Food Products LTD.
1.4 Brand Audit Methodology:
The purpose of this report was to understand the current standing of UHT milk in the dairy sector. In addition, efforts were made to understand the market situation for milk and what the future holds for the dairy sector. Throughout this research we have found that Ultra Heat Treated (UHT) milk process is requires new technology which is widely used in many developed countries around the world. The information that was used in the Brand Audit of Rangpur Dairy & Food Products Ltd was collected mainly from two sources:
Primary information was collected from the market through:
• Random interview of employees
• market observation.
Secondary information was collected from :
• Website of Rangpur Dairy & Food Products Ltd .
We tried to found out the brand elements such as: products Name, Logo, Slogan, Character used, Marketing mix, POP, POD, Strategic Thrust and SWOT already used by RD Milk. We also tried to analyze the brand equity model of RD Milk in terms of brand Identity, Brand Meaning, Brand Response and Brand Relationship . At the end of the report we tried to draw some key findings and gave our recommendations.
The study is constrained with some limitations. Some of these limitations are given below: • Learning all the marketing functions of a company like Rangpur Dairy & Food Products Ltd within a short time is difficult. • The employees of Rangpur Dairy & Food Products Ltd remains so busy with their own work that it is quiet tough to manage time for us to make the concept clear in some particular area. • Every organization has their own secrecy that is not to be revealed to others. While collecting data i.e. interviewing the employee, they were reluctant to disclose much information for the sake of the confidentiality of the organization.
2.1 About Rangpur Dairy & Food Products LTD
Rangpur Dairy & Food Products Limited, commonly known as RD Milk, was incorporated in Bangladesh on March 6, 2004 with registration no- C-52012(2307)/2004, as a Private Limited Company under The Companies Act 1994. It has started commercial operation on 14th April, 2007 by establishing its factory at Salaipur, Baldipur, Rangpur on 935 decimal land owned by the Company. The location of...