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Surveyed based researched and sample size was 500.
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Introduction
1.0 Introduction:
1 | P a g eGlaxoSmithKline Bangladesh Ltd.
Market research is any organized effort to gather information about markets or customers. It is a
very important component of business strategy. Market research is a key factor to get advantage
over competitors. It provides important information to identify and analyze the market need,
market size and competition.
This project is based on marketing research on the opportunities of a new sun care product of
GlaxsoSmithkline; a pharmaceutical company, and its promotional activities and how more
awareness can be created for the product in a most effective communicating way.
In Bangladesh the pharmaceutical sector is one of the most developed hi-tech sectors which are
contributing in the country's economy. The professional knowledge, thoughts and innovative
ideas of the pharmacists working in this sector are the key factors for this development. Due to
recent development of this sector it is exporting medicines to global market including European
market. This sector is also providing 97% of the total medicine requirement of the local market.
Leading pharmaceutical companies are expanding their business with the aim to expand export
market.This Industry is one of the highly sophisticated industries in Bangladesh which has been
uncovered to rapid change and made a revolution in Bangladesh by maintaining high technology
and a world class standard in quality. These industries have a major commitment to the society
than any other industries as it is involved with the manufacturing of life saving drugs.
GlaxoSmithKline Bangladesh Limited is a fast growing, trusted, and emerging pharmaceutical
that develops, manufacture, markets and distributes quality assured best in class pharmaceutical
products in Bangladesh. GSK try to be improving the quality of human life by enabling people to
2 | P a g eGlaxoSmithKline Bangladesh Ltd.
do more, feel better, live longer. The company’s principal activities include secondary
manufacture of pharmaceutical products and marketing of vaccines, pharmaceutical healthcare
products and health food drinks.
GlaxoSmithKline is one of the leading multinational companies in the world. Their marketing
and promotional activities are different from others. Stiefel, a GSK company, have prescription
and non-prescription products. However, GSK trying to make different promotional activities to
make the consumer more aware about the non-prescription skin products. Their promotional
activities spread on three categories, For Doctor, Chemist and for final consumer.GSK taken
different policy for consumer awareness.
3 | P a g eGlaxoSmithKline Bangladesh Ltd.
1.1Objective of the study:
1.1(1) General Objective:
To identify the terms that influence consumers to use this product, their perception and buying
behavior of sun care products.
1.1(2) Specific objective:
To determine the reasons consumer prefer to use sun care product of GSK compare to
other brands.
To determine the terms related to their buying behaviors.
To identify the promotional strategy for different level of consumer.
Identifying the most prosper ways to communicate with the customers to reach them
To determine the factors that influence consumers the most in purchasing a sun care
product.
To determine current market situation level of having such kind of items
To suggest ways how it can create more opportunities in the market.
Doing survey and find out the consumer demand of the products
Make Awareness among consumer about the products.
4 | P a g eGlaxoSmithKline Bangladesh Ltd.
1.2 Scope of the study:
This report will only focus on the one product that is the Sun care product of Stiefel,GSK. The
study is limited to one part of GSK .Although I tried to determine the level of benefits of this
kind of products offered by other companies, this was be solely based on the opinions of the
customers and secondary sources. As questionnaires to be distributed and filled up by
respondents I had to go to several places to conduct the survey and also I had to request them to
do favor for me by filling out the survey questions during their valuable busy time.
The research includes the following:
(i) Research interpretation of the objectives
(ii) Research report
(iii) Develop the questionnaire
(iv) Data collection
(v) Data verification
(vi) Analysis
Data analysis
Result analysis
(vii) Presentation of results
Furnishing the final report
5 | P a g eGlaxoSmithKline Bangladesh Ltd.
1.3 Rationale of the study:
By conducting my report on this topic, I will be able to analyze the scopes that influence
consumers’ perception to use sun care products; measuring the factors that determine customer
satisfaction in the usage of this kind of products. This research will help me prepare an
applicable marketing opportunity plan for the new sun care product I am working on. Since our
skin damaging from sun rays is a daily danger causes sun burn, tanning, anti-aging problems,
skin cancer so we should protect ourselves from having these problems by using sun protection
product.
1.4 Statement of the problem:
Sun care product is such kind of a product that more or less everyone uses it specially women but
we have minimum knowledge on it and by doing my research I would like to create more
opportunities of these kind of products, will detect the reasons why we need this and benefits in
more broader sense.In our daily life we all spend a huge amount of time outside during day time
and many of us lack knowledge about how sun rays damaging our skin daily. Often we ignore
these terms and later face different severe skin problems.That is why I would like to create more
opportunities of sun care products in Bangladesh market which will protect us from daily UV
damages.
Management decision problem: How more opportunities and awareness can be created of
sun care products in the market.
Marketing research problem: determining consumers’ perception and buying behaviors
and to identify the most effective and quickest way to communicate with the customers
6 | P a g eGlaxoSmithKline Bangladesh Ltd.
1.5 Hypothesis:
Hypothesis-1 : There is a statistically significant relationship between willing to spend for
a sunscreen and SPF factor of the sunscreen.
Hypothesis-2: There is a statistically significant relationship between willing to pay for a
sunscreen and sunscreen brand.
Hypothesis-3: There is a statistically significant relationship between willing to pay for a
sunscreen and price factor of the sunscreen.
Hypothesis-4: There is a statistically significant relationship between willing to pay for a
sunscreen and skin friendly factor of the sunscreen while purchasing a suncare product.
Hypothesis-5: There is a statistically significant relationship between willing to pay for a
sunscreen and water resistance factor of the sunscreen while purchasing a sun care
product.
Hypothesis-6: There is a statistically significant relationship between monthly spending
amount on cosmetics and attractive display factor that grabs your attention the most while
visiting any store.
Hypthesis-7: There is a statistically significant relationship between monthly spending
amount on cosmetics and free product samples that grabs your attention while visiting
any store.
Hypothesis-8: There is a statistically significant relationship between monthly spending
amount on cosmetics and discounts that grabs your attention the most while visiting any
store.
7 | P a g eGlaxoSmithKline Bangladesh Ltd.
Hypothesis-9: There is a statistically significant relationship between monthly spending
amount on cosmetics and gift items factor that grabs your attention the most while
visiting any store.
Hypothesis-10: There is a statistically significant relationship between monthly spending
amount on cosmetics and posters/leaflets factor that grabs your attention the most while
visiting any store.
Hypothesis-11: There is a statistically significant relationship between monthly spending
mount on cosmetics and willing to pay for a sunscreen.
Hypothesis-12: There is a statistically significant relationship between the brand factor
and price factor of the sunscreen that consumers see while purchasing a sun care product.
Hypothesis-13: There is a statistically significant relationship between the term social
sites are good ways to promote a new product and word of mouth-a good fact for
promotion of a new item.
1.6 Research Methodology:
Research methodology is the systematic way to solve the research problem. It gives an idea
about various steps adopted by the researcher in a systematic manner with an objective to
determine various manners. In this section we will talk about the various key areas of the
research methodology such as, sampling size, sampling area, the research design, method of
collection of data and the statistical tool that has been used.This research is mainly based on the
combination of both primary and secondary research.
8 | P a g eGlaxoSmithKline Bangladesh Ltd.
1.6(1) Data Collection:
To bring out the study two types of data have been used-
Primary Data
Secondary Data
Details are as follows-
Primary Data:
When research is conducted to unearth original data, it is called primary data or primary
research. To do this, an original research plan must be devised which will encompass, data
collection, data input and then the production and analysis of the subsequent results. However,
because the research is original, the results gathered will be more relevant to the needs of the
client. The two basic types of primary research are quantitative and qualitative. In this project I
have done both qualitative and quantitative research.
Secondary Data:
Secondary data or secondary research is the most common research method in today’s world. It
involves processing data that has already been collected. With this form, researchers will consult
previous studies and findings such as reports, research projects in order to come to a conclusion.
In this project firstly I have collected secondary information about GlaxsoSmithKline
Bangladesh GsK Bangladesh web-site. The secondary data and research was mainly used to
create the overall background and to provide basic information about the company.
Sampling Area: For this research I had to distribute questionnaires to consumers in
different places specially shopping malls, beauty parlors and some other places to
complete my survey.9 | P a g e
GlaxoSmithKline Bangladesh Ltd.
Sampling Size: My sample size was 120.
Research Design: To get this research done I have followed three steps and my
research has been divided into three parts according to these three steps. The three steps
are:
Collection: Receiving data in the form of answers both from my qualitative survey and I
have designed questionnaire includes 13 questions some of them are open ended and rest
of others were in a likert form and multiple options.
Interpretation: Once the data has been collected, micro soft excel statistical software is
then used to interpret this data into information.
Analysis: Once the data has been interpreted into information, it is then analyzed with the
help of the statistical tool and graphs, curves and mathematical calculations are then used
to represent our analysis.
The Statistical Tool: I have used Microsoft excel and Minitab version 16 as a means
of interpreting and analyzing the data that I have collected from primary research.
Microsoft excels and Minitab statistical software allowed me to analyze the data with the
help of curves, correlation, confidence interval and Chi-square test.
10 | P a g eGlaxoSmithKline Bangladesh Ltd.
Organization Part
2.1 GlaxsoSmithKline
11 | P a g eGlaxoSmithKline Bangladesh Ltd.
GlaxoSmithKline (GSK) is a world’s leading research-based pharmaceutical company with a
powerful combination of skills and resources that provides a platform for delivering strong
growth in today’s rapidly changing healthcare environment. GlaxoSmithKline A subsidiary of
GlaxoSmithKline (GSK) is one of the world’s largest research-based pharmaceutical and
healthcare companies GSK , continues to be committed to improving the quality of human life
by enabling people to do more, feel better and live longer. The Company’s principle activities
include secondary manufacture of pharmaceutical products and marketing of vaccines,
pharmaceutical and healthcare products.
GSK has leadership in four major therapeutic areas- anti invectives, central nervous system
(CNS) and respiratory & gastro- intestinal/ metabolic. In addition it is a leader in the important
areas of vaccines and has growing portfolio of oncology products.
GSK supplies products to 140 global markets and has over 100,000 employees worldwide. GSK
has 180 manufacturing site in 41 countries.
2.2 History of GlaxsoSmithKline:
In 1973
12 | P a g eGlaxoSmithKline Bangladesh Ltd.
The company was oriented as Joseph Nathan & Company in New Zealand with the founding of a
small import export company. It started its operation as a processing unit of abundant fresh milk
of New Zealand. The only product it was producing was Glaxo Baby Food.
In 1875
It started to export baby food to UK Alec Nathan, son of Joseph Nathan, coined the name Glaxo
from Glactose.
In 1924
Joseph Nathan & Company entered the pharmaceutical industry with the manufacture of Ostelin,
the first Vitamin D preparation. The importance of the pharmaceutical market was soon realized
and in 1935, Glaxo Laboratories Limited was founded with its headquarters at Greenford,
Middlesex and London for the production and marketing of foods and pharmaceuticals.
In 1947
After the 2nd world war, Glaxo developed rapidly. Glaxo Laboratories Limited absorbed its
parent Joseph Nathan & Company, and became a public company in 1947.
In 1963
Edinburgh Pharmaceutical Industries Limited, which owned Duncan, Flockhart and Company
Limited and MAC Farlane Smith Limited, joined Glaxo.
In 1995
Glaxo acquired 100% share, of Wellcomes PLC on may 01, 1995 and formed Glaxo Wellcome
PLC.
In 1998
Glaxo Wellcome achieved a number of regulatory milestones for several of its key projects, such
as ZEFFIX for the treatment of influenza.
13 | P a g eGlaxoSmithKline Bangladesh Ltd.
In 2000
Glaxo Wellcome and SmithKlineBeechman merged to form GlaxoSmithKline; a worldwide
research based pharmaceutical company.
GlaxoSmithKline is the only British organization in the world’s top 20 pharmaceutical
companies. Subsidiary companies are established over 50 countries of the world many with their
own manufacturing facilities and the group have agency representation in more than 100 offices.
14 | P a g eGlaxoSmithKline Bangladesh Ltd.
Beecham opened its first factory in England in 1859. Beecham Inc bought companies for various products
John k Smith opened a drugs store in Philadelphia in 1830.The business house soon became a leader in drugs whole selling and changed to SmithKline & comoany in 1875
Henry Wellcome and Burroughs, Two American pharmaceuticals created an import agency in London for US pharmaceutical products in 1880
Glaxo started its journey with Joseph Nathnan in 1961 and registered their product name as Glaxo in 1906
2.3 GlaxoSmithKline Bangladesh Limited
GlaxoSmithKline Bangladesh Limited is a subsidiary of GlaxoSmithKline Plc; world’s leading
research based pharmaceutical company. One of its strong strength is its powerful combination
of skills and resources that provides a platform to deliver fastest growth In today’s rapidly
changing healthcare environment. The principle activities of the company are manufacturing and
marketing of pharmaceutical, vaccines and healthcare products.
GlaxoSmithKline conducts the operational activities in Bangladesh as a principal with its own
set-up of manufacturing, marketing and distribution. The company has started business in
Bangladesh in 1969 at Chittagong by importing products from Group Company.
The Chittagong factory of GlaxoSmithKline Bangladesh Limited is considered as the Center of
Excellence in Global manufacturing & supply network of the group. In Bangladesh GSK held 6 th
position in pharmaceutical industry having market share of 5.2% (as of September 2002)
15 | P a g eGlaxoSmithKline Bangladesh Ltd.
occupying strong hold in key therapeutic areas like Respiratory, Dermatology, Anti- infective
and Vaccines. Brand names of some major products of the company are: Ventolin Inhaler,
Ceoprex, Zinnat, Parapyrol, Zantac, Piriton, Dextrose and Engerix –B etc. on the other hand, in
terms of consumer goods GSK is doing business by manufacturing Horlicks, Boost, Viva,
Maltova etc.
GlaxoSmithKline- At a Glance:
GSK’s mission is to improve the quality of human life by enabling people to do more, feel
better and live longer
GSK is a research-based pharmaceutical company.
GSK is committed to tackling the three "priority" diseases identified by the World Health
Organization: HIV/AIDS, tuberculosis and malaria
GSK’s business employs around 99,000 people in over 100 countries
GSK makes almost four billion packs of medicines and healthcare products every year
In November 2009, GSK launched ViiV Healthcare, a global specialist HIV company
established by GlaxoSmithKline and Pfizer to deliver advances in treatment and care for
people living with HIV.
Many of our consumer brands are household names: Ribena, Horlicks, Lucozade, Aquafresh,
Sensodyne, Panadol, Tums, and Zovirax.
2.3(1) Operation in Bangladesh
Headquarter
16 | P a g eGlaxoSmithKline Bangladesh Ltd.
GlaxoSmithKline Bangladesh Limited
Corporate Office
House # 2A, Road # 138.
Gulshan-1.
Registered Office & Factory
Fouzderhat Industrial Area
North Kattali, Chittagong.
District Marketing Office
GlaxoSmithKline Bangladesh Limited has eleven District Marketing Offices (DMO) throughout
the country. These are divided in five zones by which GSK’s products are sold.
Zone DMODhaka Dhaka, Mymensing
Chittagong Chittagong, Maijdee
Comilla Comilla, Sylhet
Bogra Bogra, Rajshahi, Rangpur
Barisal Barisal, Jessore
2.4 GlaxoSmithKline- Mission, Strategic Intent & Spirit:
The mission statement of the business- “ Our global quest is to improve the quality of human life
by enabling people to do more, feel better and live longer”
17 | P a g eGlaxoSmithKline Bangladesh Ltd.
Mission & Vision
“Our strategic intent states our business goal” - We want to become the indisputable leader in
our industry.
“Our company spirit describes how we need to behave if we are to achieve our goal” – We
undertake our quest with the enthusiasm of entrepreneurs, excited by the constant search for
innovation. We value performance achieved with integrity. We will attain success as a world
class global leader with each and every one of our people contributing with passion and
unmatched sense of urgency.
2.4 (1) Corporate Strategies:
Quality and Customer acceptance – Achieve business vision through quality and
customer acceptance by providing safe & effective medicine.
Good manufacturing practice – Strictly maintained GMP (Good Manufacturing
Practice)
Customer focus- A respective quality throughout
The entire organization or each operating unit and company
All processes, systems and services product design and development, through
manufacture, supply and marketing
Compliance – With regulatory requirements, corporate quality requirements, group
products and other applicable standards.
18 | P a g eGlaxoSmithKline Bangladesh Ltd.
Strategic Intent
Company
Added value – Through Continuous improvements and error- prevention to benefit
customers and company
Dedicated Human resources – Develop a pool, of dedicated human resources through
regular training.
2.4(2) Quality Statements:
Quality is the heart of everything we do- from the discovery of the module, through product
development, manufacture, supply and sale; and is vital to all the service that supports our
business performance.
Commitment
The health and safety of global operations.
Stewardship of our products.
Delivering competitive business advantage.
Responsibility
The health and safety of employees, contractors, visitors.
The protection of the environment and communities.
Compliance with laws and GSK standards.
GlaxoSmithKline in time-
Every second, more than 30 doses of vaccines are distributed by GSK.
Every minute, more than 1,100 prescriptions are written for GlaxoSmithKline.
Every hour, GSK spends more than US $ 450,000 to find new products.
19 | P a g eGlaxoSmithKline Bangladesh Ltd.
Every day, more than 200 million people around the world use a GSK toothbrush or
toothpaste.
Every hour, GSK donates more than US $ 148 million in cash and products to
communities around the world.
2.4(3) Product and Service offering:
As a more than a century old R&D pharmaceutical and healthcare company GSK’s product
portfolio spreads across key therapy areas benefiting millions of lives across the globe. More
than 1300 prescriptions are written every minute for GSK products. GSK products focus on
different therapeutic areas such as- Anti-bacterial, Respiratory, Cough & Cold preps,
Dermatology, Gastro-intestinal, vitamin, vaccines for Hepatitis A & B, Typhoid, Chicken Pox,
Measles, Mumps as well as cervical cancer and others.
The company has Consumer HealthCare and Nutritional HealthCare drinks also. Some products
GSK are presenting through the following table:
Therapeutic Area Trade Name
Anti-Bacterial Ceporex, Zinnat, Zinacef, Amoxil, Kefdein, Cexime, Glaxipro etc.
20 | P a g eGlaxoSmithKline Bangladesh Ltd.
Respiratory Seretide, Ventolin, Piriton, Flixonase ANS, Ventolin Nebules etc.
Cough & Cold preps Actifed, Sudafed
Dermatology Betnovate, Betnovate N, Betnovet CL, Dermovate, Bactroban, Neobacrin, Lotrix, Tinatrim, Eumovete etc.
Vitamin Complavit
Oncology Alkeran, Imuran, Leukeran, Mylaren, Purinethol
Eye/Ear preps Otosporin
Gastro-intestinal Zantac, Norain
Oral steroid Betnelan, Prednisolone
Anti-Viral Zeffix
Vaccines Engerix B, Havrix, Varilrix, Tritanrix HB, Priorix, Typherix, Hiberix, Rotarix, Infanrix-Hexa, Mencevax-ACWY, Cervarix
Non- Pharma Dextrose, Glaxose (Health Drink)
Consumer Products Horlicks (Chocolate Horlicks, Junior Horlicks, Horlicks Lite, Mother Horlicks), Maltova, Viva, Boost, Ribena, Aquafresh
2.5 GlaxoSmithKline Bangladesh Limited Organ Gram:
21 | P a g eGlaxoSmithKline Bangladesh Ltd.
Managing Director
Finance Director
Commercial Director Director-HR Site
Director
Board of Directors:
The board of directors is ultimately accountable for the Company’s activities, strategy and
financial performance. The board consists of a non-executive Chairman, three executive
directors and two non-executive directors. There are:
i. Dr. Hasit Joshiura- Chairman
ii. M. Azizul Huq- Managing Director
iii. Md. Humayun Kabir- Non Executive Director
iv. Sarwar A Khan- Finance Director & Company Secretary
v. Shamim Rabbani- Commercial Director
vi. Golam Quddus Chowdhury- Non Executive Director
2.5 (1)Company Executive Committees:
The management of the company is executed through the Company Executive Committee
(CEC), comprising the M. Azizul Huq-Managing director and other executive directors. There
are Sarwer A Khan-Finance director, Shamim Rabbani-Commercial director, AKM Firoz Alam-
HR director and Raji Barua-Site director.
22 | P a g eGlaxoSmithKline Bangladesh Ltd.
2.5 (2)Chain of Command of GSK Bangladesh Ltd:
23 | P a g eGlaxoSmithKline Bangladesh Ltd.
M. Azizul HuqManaging Director
Sarwar A Khan Finance Director & Company Secretary
AKM Firoz Alam Director, Human Resources
Rajib Barua Site Director
Shamim Rabbani Commercial Director
2.6 Functional Department of GlaxoSmithKline Bangladesh Ltd.
24 | P a g eGlaxoSmithKline Bangladesh Ltd.
Managing Director
Finance Director &Company
Secretary
Finance Manager
Deputy Company Secretary
Management Reporting Manager
IT M anager
Internal Audit Manager
Commercial Director
National Sales Manager
Marketing Manager
Mrketing Service Manager
Senior Purches Manager of
Vaccine
Director- H R
HRD Manager
Admin Manager
Communication Manager
Medical Affairs Manager Site Director
GlaxoSmithKline Bangladesh limited comprises of six major departments. Those are as follows:-
Marketing
Human Resources
Sales Department
Finance & Accounts
Information Technology
Each department at GSK operates in different aspects but they are inter-related and complement
each other. The main functions of these departments are shown bellow:-
Marketing:
Designing and implementing Sales Strategy
Controlling and updating distribution network
Providing marketing information services
Carrying out different awareness programs
Controlling international trades.
Building up public communication network.
Conducting market surveys as required.
Human Resources
Recruiting and training the best pool of employees needed for the company.
Managing smooth work flow in the organization.
Managing demands of the labors in the factory.
Allocating annual holidays.
25 | P a g eGlaxoSmithKline Bangladesh Ltd.
Arranging the employee motivational programs.
Looking after the wage structure and waivers.
Sales Department
Distribution of the sales target fixed by PMD in the respect of market size and medical
promotion officer in terms of value and unit.
Pay regular visit to the doctors’ show the benefits of new and existing products with the
help of promotional tools
Monitoring and analysis of the competitors activities and report to the PMD
Finance & Accounts
Controlling the accounts.
Completing the annual budgets.
Allocating all kinds of payments to the staffs and managers.
Looking after all the revenues and expenses.
Conducting internal audit.
Keeping records through IT.
Facilitating local production cost.
Information Technology (IT) Department
Providing computer and other related accessories supports to all users
Maintenance of server and ensure smooth LAN operation
Providing up to date technical and software support to all the sectors of GSK
2.7 Industry Analysis:
26 | P a g eGlaxoSmithKline Bangladesh Ltd.
2.7 (1) Porters five forces:
The five forces analysis is done on the basis of the most important 5 driving forces of the
industry. While doing the analysis, information gathered in the previous table is used. Porter's
fives forces model is an excellent model to use to analyze a particular environment of an industry.
Competitor rivalry
Bargaining Power of suppliers
Bargaining Power of buyers
Threats of substitute products or services
Threat of new entrants
Competitor rivalry
There are other existing companies serving pharmaceutical products which cause
competition to GlaxoSmithKline. GlaxoSmithKline’s foremost competitors are Novartis
Bangladesh limited, Incepta pharmaceuticals limited.
Bargaining Power of suppliers
Here the bargaining power of supplier is very high as all the products are imported from
different countries like Singapore, Philippine, Indonesia and they are the sole suppliers.
So, the risk is higher for the company.
Bargaining Power of buyers
27 | P a g eGlaxoSmithKline Bangladesh Ltd.
There are different skin products available in the market. So, the buyers bargain power is
also higher. If buyers do not like our product they can easily move to another brand.
Threats of substitute products
There are threats from other substitute products like Neutrogena cleanser, Olay cleanser
etc. These are also skin products.
Threat of new entrants
New companies entering in this industry can cause threat to the company. Many
companies are expanding their product line and introducing skin products which can be
GSK’s future competitor but the fact is low.
The most important points that will determine the outcome of the analysis are:
Slow market growth due to the low purchasing power of the end consumers.
Exit barrier of the industry is very high due to high investment.
Specialization knowledge for the technology and research is must for a player.
Actual substitutes for pharmaceutical products are not that available.
28 | P a g eGlaxoSmithKline Bangladesh Ltd.
The players are big and powerful enough to influence input cost.
Suppliers are chosen on a competition basis.
Many brands for the same products are available in the market.
End consumers are not really aware of the quality of the products.
Direct marketing of the products is illegal as per government rules.
So the summary of the entire analysis refers to the scenario which is as such:29 | P a g e
GlaxoSmithKline Bangladesh Ltd.
Industry Analysis - At a glance
Forces Position
Threat of new entrants Very low
Threat of substitute products Moderate
Bargaining power of the suppliers Very High
Bargaining power of the buyers Very high
Rivalry among the competitors Moderate to High
2.8 SWOT Analysis:
SWOT is the acronym for Strengths, Weaknesses, Opportunities and Threats. It is an analytical
framework to help summarize in a quick and concise way the risk and opportunities for any
company across the value chain. A good SWOT should look into internal and external factors
affecting the issue at hand.
Factors pertaining to the internal environment of the company. These are usually
classified as Strengths (S) or Weaknesses (W)
Factors that pertaining to the external environment of the company. These are
classified as Opportunities (O) or Threats (T)
30 | P a g eGlaxoSmithKline Bangladesh Ltd.
GSK is considered as world's one of the
leading pharmaceutical companies because of
its performance.
Efficient, capable and honest workforce
GSK has intense demand of their product nationally and internationally which helps
Strength
Underutilized plant capacity
Higher unit cost relative to key competitors
Group compliance due to group policy the
company has to import raw materials form
UK rather from neighbor countries (other
than those which are produces locally)
Weakness
31 | P a g eGlaxoSmithKline Bangladesh Ltd.
GSK is considered as world's one of the
leading pharmaceutical companies because of
its performance.
Efficient, capable and honest workforce
GSK has intense demand of their product nationally and internationally which helps
Underutilized plant capacity
Higher unit cost relative to key competitors
Group compliance due to group policy the
company has to import raw materials form
UK rather from neighbor countries (other
than those which are produces locally)
GSK as a multinational company has opportunity for expand its investment and has potential growth in Bangladeshi market.
Expanding the company’s product line to meet a broader range of customer reeds.
Target and acquire an untapped marketing for vaccines
Market is significantly large and growing
Proper utilization of vaccines may result in
higher profit.
Availability of natural resources is the most lucrative opportunity for GSK to work with Bangladesh.
In Bangladesh, GSK can get labors at a very cheap cost.
High confidence brand name and quality
Opportunit
ies Adverse shifts in foreign exchange rates
and trade policies of government
Aggressive movement of rivals
Slow down in market growth
Growing bargaining power of the end
consumers, thus high priced medicine
are inconvenient for them
Costly new regulatory requirements
Competitors lower prices
Increasing threats from local
competitors.
Threats
2.9 Overall Assessment:
On the basis of overall organization part, we can clearly see that GlaxoSmithKline is one of the
leading pharmaceutical companies in the world. The company is also doing sound business in
Bangladesh for a long time. Still one major issue that strike to my eyes while doing the study is-
GSK Bangladesh Limited is in the 12th position in the Bangladeshi pharmaceutical industry
according to the market share (from internet source). So, they should obviously focus more for
improving this situation as it used to be stand on the 5th position in 2003.
32 | P a g eGlaxoSmithKline Bangladesh Ltd.
Findings & Analysis Part
33 | P a g eGlaxoSmithKline Bangladesh Ltd.
10.0 Qualitative Findings:
Respondent:1
Questions Responses
How do you usually get to know about a
new product?
I trust Almas the most for cosmetics. I would always
go there to buy sun care products.
Do you think social sites i.e.
(facebook,twitter) etc are good ways to
create awareness among consumers for a
new product?
These days, people are more connected with each
other through the digital area. Not only younger
people but also elders are spending more time on the
internet than watching TV. Promoting a new product
through the internet such as Face book would be
great.
What kind of magazine do you read and
why? Please be specific.
I read Femina on a regular basis. It’s completely
based on women and as I love the fashion world I
love looking into new trends I fashion.
What factors come to your mind while
purchasing a sun care product?
Well, greater protection with greater SPF, oil free,
skin friendly, hypoallergenic.
Normally how much time do you spend
on internet?
I spend about one and half or two hours every day.
Which section you like the most in a
news paper?
I only look into the beauty/Fashion/ lifestyle section.
What kind of promotional activities can
be performed in super malls/stores for a
new sunscreen product?
I believe nothing tops TV ad.Even today people are
knowing about products mostly through TV
commercial.
Do you think word of mouth influences
consumers buying habit?
Word of mouth releases a feeling of trust among
people. It’s a great Channel of communication
34 | P a g eGlaxoSmithKline Bangladesh Ltd.
For promoting a new sun protection
product, what is the most effective and
quickest way to communicate with the
customers? Why?
TV advertisements are very influential in
communicating a new product fast.
Rspondent:2
Questions Responses
How do you usually get to know about a new
product?
I usually get know about a new product through
advertisements, usually advertisement on TV.
Do you think social sites i.e. (facebook, twitter)
etc are good ways to create awareness among
consumers for a new product?
Yes. Face book, twitter are really good ways to
create awareness for a new product. It is a good
way to market a product globally, as social sites
consist of millions of users.
What kind of magazine do you read and why?
Please be specific.
No. I don’t read magazines that much.
What factors come to your mind while
purchasing a sun care product?
The most important factor is the SPF of the sun
care product. Other factors include price,
expiring date, etc.
Normally how much time do you spend on
internet?
It depends but normally 3 to 5 hours a day.
Which section you like the most in a news
paper?
Sports section.
What kind of promotional activities can be
performed in super malls/stores for a new
sunscreen product?
Giving leaflets, samples in shopping malls would
help specially in the section where ladies are
present. As sunscreen products are mostly used
by women
Do you think word of mouth influences
consumers buying habit?
Not really.
For promoting a new sun protection product, Through advertisement on TV and also by giving
35 | P a g eGlaxoSmithKline Bangladesh Ltd.
what is the most effective and quickest way to
communicate with the customers? Why?
some useful information about the product in
advertisements. As people take ads on TV very
seriously, thinking it is very authentic as it is
being channeled all over the country.
Respondent:3
Questions Responses
How do you usually get to know about a new product?
Through advertisements on Billboards, newspapers and TV commercials.
Do you think social sites i.e. (facebook,twitter) etc are good ways to create awareness among consumers for a new product?
Yes. Most of the people of this generation visit such social sites often and advertisements on those will not be overlooked.
What kind of magazine do you read and why?
Please be specific.
Fashion magazines and magazines that has news about celebrities. I like to keep track of the latest trends and gossip. I am obsessed with my looks and these magazines help me know which skin care and beauty enhancing products are best for me. These magazines also tell which products are preferred by famous beauticians and celebrities thus helps save time choosing products at the stores.
What factors come to your mind while
purchasing a sun care product?
High SPF for how many hours does the product last? Is the product
waterproof? Can it work as a whitening and anti-marks cream? Is
the product dermatologically tested from a renowned institute? Will
it cause irritation for sensitive skin? Will the product blend in
perfectly with the skin without causing it to be over dry or oily?
Will the product trigger acne growth?
Normally how much time do you spend on internet?
Two to three hours on alternate days.
Which section you like the most in a news paper?
The sports section
What kind of promotional activities can be
performed in super malls/stores for a new
sunscreen product?
Temporary,colourful attractive looking stalls advertising this product maybe set up in the city's most visited and famous, malls, super-markets and general stores such as boshundhara, Meena Bazar These stalls can have people giving out free samples, leaflets,and small gifts to those interested to buy. First customers to buy may get discounts as a special offer.
36 | P a g eGlaxoSmithKline Bangladesh Ltd.
Do you think word of mouth influences consumers buying habit?
That depends on who is referring. If such a product is referred to by a high-profile celebrity for example, fans-in thise case,the consumers- influenced by such a person will definitely be interested to learn more about it. And tempted enough to buy.
For promoting a new sun protection product, what is the most effective and quickest way to communicate with the customers? Why?
Advertisements on Billboards all over the city. Billboards are eye-catchy, hard to ignore and are most effective in communicating as everyone will see them. Advertisements by TV or newspapers are often over-looked or thought unimportant.
Respondent:4
Questions Responses
How do you usually get to know about a new
product?
Tv commercials, newspapers, magazines, internet are
the most common ways by which I get to know about
new products in the market.
Do you think social sites i.e. (facebook,twitter)
etc are good ways to create awareness among
consumers for a new product?
I think these are good ways of knowing about new
products because now-a-days socials sites are very
popular amongst people of all ages.
What kind of magazine do you read and why?
Please be specific.
Usually I don’t read much magazines.
What factors come to your mind while
purchasing a sun care product?
SPF scale, on greasy, whitening effect, durable,
waterproof.
Normally how much time do you spend on
internet?
1 to 2 hours a day.
Which section you like the most in a news
paper?
Usually I only read the entertainment page.
What kind of promotional activities can be
performed in super malls/stores for a new
sunscreen product?
According to me, the most effective way to promote a
product is giving free samples to all customers because
they can only get the know about the effectiveness of
the product after using it.
Do you think word of mouth influences
consumers buying habit?
Sometimes it does. If the person, promoting the
product is convincing enough, customers will
37 | P a g eGlaxoSmithKline Bangladesh Ltd.
definitely buy the product.
For promoting a new sun protection product,
what is the most effective and quickest way to
communicate with the customers? Why?
I think Tv commercials and print media is the most
effective and quickest way to communicate with the
customers. This is how the customers can get some
idea about the usage and effectiveness of the product
and might inspire then to buy the product.
Respondent:5
Questions Responses
How do you usually get to know about a
new product?
Via TV, and internet. Mainly by advertisements.
Do you think social sites i.e.
(facebook,twitter) etc are good ways to
create awareness among consumers for a
new product?
A significant number of people are using these
sites regularly, so yes.
What kind of magazine do you read and
why? Please be specific.
Any magazine which can update me about all
sectors, TV, sports, fashion. one example would be
readers digest.
What factors come to your mind while
purchasing a sun care product?
sun protection factor, its price, which
manufacturing company, reliability.etc.
Normally how much time do you spend on
internet?
Approximately one and half hours.
Which sectiont you like the most in a news
paper?
Headlines.
What kind of promotional activities can be
performed in super malls/stores for a new
sunscreen product?
Posters, leaflets and free samples.
Do you think word of mouth influences
consumers buying habit?
It might depending upon the situation, if they get
information in which the consumer is interested
38 | P a g eGlaxoSmithKline Bangladesh Ltd.
then it might work, in favor for the business.
For promoting a new sun protection
product, what is the most effective and
quickest way to communicate with the
customers? Why?
It has to be tv; advertisements have the power to
influence customers to by the product. We have so
many channels now a days that it is the quickest
way to convey a message.
Respondent:6
Questions Responses
How do you usually get to know about a new
product?
By TV commercial and product display in the
store; I get to know about a new
Product.
Do you think social sites i.e. (facebook,
twitter) etc are good ways to create
awareness among consumers for a new
product?
I think social sites like facebook is a effective
way to create awareness about the product but
not effective about a particular product.
What kind of magazine do you read and
why? Please be specific.
Shananda and kozmo.Beauty tips, celebrity
gossip etc.
What factors come to your mind while
purchasing a sun care product?
The first thing comes to my mind while
purchasing a sunscreen I look for SPF and the
quality.
Normally how much time do you spend on
internet?
1-2 hours, not every day.
Which section you like the most in a news
paper?
Entertainment section.
What kind of promotional activities can be
performed in super malls/stores for a new
sunscreen product?
Free samples, posters and consumers leaflets are
some effective promotional activities.
Do you think word of mouth influences consumers buying habit?
To certain extent yes I believe that word of mouth influences our buying habit.
39 | P a g eGlaxoSmithKline Bangladesh Ltd.
For promoting a new sun protection product, what is the most effective and quickest way to communicate with the customers? Why?
Introducing the product by a celebrity or a renowned person by TV commercial is a good way to reach consumers.
Respondent:7
Questions Responses
How do you usually get to know about a new
product?
Mostly through friends and family I get to know
that there is a new product I the market.
Do you think social sites i.e. (facebook,
twitter) etc are good ways to create awareness
among consumers for a new product?
Absolutely yes. It is a very good way to create
awareness about the product.
What kind of magazine do you read and why?
Please be specific.
Fashion magazines,Femina because I want keep
in touch with current fashion.
What factors come to your mind while
purchasing a sun care product?
I consider if the sun care products will excessive
sweating if u am out in the sun.
Normally how much time do you spend on
internet?
3 to 4 hours in a week.
Which section you like the most in a news
paper?
Fashion and life style section.
What kind of promotional activities can be
performed in super malls/stores for a new
sunscreen product?
Free samples, posters, banners, leaflets etc.
Do you think word of mouth influences
consumers buying habit?
It depends on the person who you look him or
her.
For promoting a new sun protection product,
what is the most effective and quickest way to
communicate with the customers? Why?
By advertising through someone preferably
dermatologists because customers tend to take
advice most like from a professional.
Respondent:8
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Questions Responses
How do you usually get to know about a new
product?
Posters, bill board Ads and of course TV
advertisements.
Do you think social sites i.e. (facebook, twitter)
etc are good ways to create awareness among
consumers for a new product?
Sometimes it is good. As through these sites
huge amount of customers can be found to
create awareness.
What kind of magazine do you read and why?
Please be specific.
Don’t read much but sometimes Star
Magazine to read their articles.
What factors come to your mind while purchasing
a sun care product?
Only and only the SPF factor.
Normally how much time do you spend on
internet?
6 to 7 hours, a day.
Which section you like the most in a news paper? Entertainment and Arts part.
What kind of promotional activities can be
performed in super malls/stores for a new
sunscreen product?
Side-self in a store can grab attention very
easily.
Do you think word of mouth influences
consumers buying habit?
Yes very much.
For promoting a new sun protection product, what
is the most effective and quickest way to
communicate with the customers? Why?
Using a booth/point of sale, where a person
from a company will be present. Because
that person can give information about the
product and can communicate with the
customers directly.
10.1 Data Presentation and Analysis:
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1. What factors come to your mind while purchasing a sun care product?
Not at all Not always Neutral Yes Very much Total likert score
0
20
40
60
80
100
120
Factors while purchasing a sunscreen
SPF FactorSkin friendlyWater resistanceBrandPrice
Num
ber o
f res
pond
ent
Description: The above bar chart is showing the different factors the respondents have
chosen while purchasing a sun care product. The vertical axis is the number of respondent
and the horizontal axis is showing the factors that consumers want to see in a sunscreen. The
factors are SPF term, skin friendly, water resistance brand and price. Each colored bar on the
graph represents each of these factors. Also a five point likert scale was used for this.
Analysis: According to the graph majority of the respondent has chosen the SPF factor most
while purchasing a sun care product. Second factor they have chosen is skin friendly and then
the other factors. The likert score for each of these factors are; for SPF the likert score is
4.68, for skin friendly factor the score is 4.64, for water resistance 3.29, for brand the score is
42 | P a g eGlaxoSmithKline Bangladesh Ltd.
4.33 and for the last one which is price the score is 3.76.After finding these likert score it can
be seen that all of the five factors are to some extent consumers want to see in a sun care
product but SPF factor is the most important one among these five factors. So marketers
should focus more on the SPF factor while promoting this new sun care product in the
market.
2. What kind of magazines do you read?
Local International any kind Don't read magazines
0
10
20
30
40
50
60
70
kind of magazines you preferred
Kind of magazines you read
Num
ber o
f res
pond
ent
Description: The above graph is showing the different types of magazines people mostly read.
The horizontal axis is showing the types whereas the vertical axis is showing the number of
respondents. Each bar represents each of the types and also who doesn’t read magazines. The
types are local, international, any kind and there is an option for those people who don’t read
magazines.
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Analysis: Out of 120 respondents majority people which are 64 have chosen the option any kind
means they do not prefer any specific type of magazine. The second highest, 24 is the option
international. As for the rest, the least one is local option which is only 5 means that they do not
prefer much reading local type of magazines. So according to the graph we can see that people
have a preference on reading any kind of magazines. These findings will be helpful later on
while promoting this sun care product. Print ads on a magazine could be given as a supplement
with some of the local magazines of the country.
3. Social sites are very good way to create awareness for a new product.
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1% 3% 2%
18%
73%
4%
Social sites are good ways to create awareness
strongly disagreedisagreeneutralagreestrongly agreeTotal likert score
Description: The pie chart above is showing the responds of different people regarding this
question. Each colored portion is showing different options of this particular question. Also there
is a portion for the total likert score. The other options are strongly disagree, disagree, neutral,
agree and strongly agree.
Analysis: According to the pie chat we can see that a huge number of respondent 73% strongly
agree that social sites are good way to create awareness for a new product. Very few think (1-
2)% that social sites are not good way for promoting a new product. But after finding the result
we can say that people do prefer social sites like face book ,twiter etc.They believe that these
days, people are more connected with each other through the digital area. Not only younger
people but also elders are spending more time on the internet than watching TV.So, promoting a
new product through the internet such as would play a great role in promotional plan for this new
sunscreen.
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4. Are there any sun care products you are currently purchasing? If yes then please name
the brand.
No Yes
currently purchasing other sun care item 34 86
5
15
25
35
45
55
65
75
85
95
Currently purchasing other sun care item
Num
ber o
f res
pond
ent
Description: The graph showing the numbers of respondents are currently purchasing sun care
product. The horizontal axis is showing their position whereas the vertical axis is showing the
total number of respondents. The results obtained from this question will be helpful to analyze
the current market of sun care product also.
Analysis: A total number of 86 respondents out of 120 sample sizes are currently buying sun
care products and 34 respondents out of 120 sample sizes are not currently buying any sun care
items. The respondents were asked to mention the products which they are currently purchasing.
Some of those sun care items were Neutrogena, L’Oreal, Olay, ponds white beauty etc.In the
graph we can see that people are concern about their skin, trying to protect their skin from
46 | P a g eGlaxoSmithKline Bangladesh Ltd.
harmful sun rays but marketers should create more awareness about why we should use
sunscreen.
5. While visiting any stores what promotional activities grab your attention?
Not at all
Neutral Some extant
Yes Very much
Total likert score
0
10
20
30
40
50
60
70
80
90
Free product samplesGift itemsDiscountsAttractive displayPosters/Leaflets
Num
ber o
f res
pond
ent
Description: The graph is showing the terms that respondents feel grab their attention most
while visiting any stores. The vertical axis represents the number of respondents and the
horizontal axis is representing the terms. The terms that influence the consumers most are free
product samples, gift items, discounts, attractive display and posters/leaflets. Each colored bar on
the graph represents each of these terms. Also a five point likert scale was used for this.
Analysis: According to the graph most of the respondents have chosen the option that yes
discounts grab their attention the most while visiting any stores. Attractive display is the second
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and then gift item which grab their attention. The likert score for discounts is 3.70, for attractive
display 3.71,likert score for free samples is 2.47,for gift items 3.48 and likert score for
posters/leaflets is 2.73. All these activities have some influential terms to take consumers in the
stores and grab their attention .From the graph we can see that discounts are quite appreciated
promotional activity and also attractive display seems to be quite influential as well.So marketers
should take in to their mind the terms discounts and attractive display while launching their new
product in the market which can easily grab consumers attention to buy that particular item.
6. How much time do you spend on internet?
1 to 2 hours
3 to 4 hours
5 to 6 hours
once in a week
irregular0
10
20
30
40
50
60
70
80
90
Time spending on internet
Time spending on internet
Num
ber o
f res
pond
ent
Description: The above graph is showing the responses of the respondent, total sample size of
120 of this particular question. In the graph the vertical axis is representing the number of
respondents and the horizontal axis is representing the options of the question.
Analysis: From the graph one thing is clear that now a day’s people are more spending time on
internet. Among the options respondents have chosen the second option which is spending time
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on internet 3 to 4 hours. After these 1 to 2 hours takes the next place. And no respondent has
chosen the option once in a week though some people went with irregular. So we can say from
the graph that almost every age group of people are spending long hours on internet. So for
promoting a new product on internet through site advertising or pop up ads will play an
significant role to create awareness for that product.
7. Normally how do you get to know about a new product?
TV ad
s
Bill board
s
Posters
News pap
er/mag
azines
Internet0
102030405060708090
100
Get to know about a new product
ways to know about a new product
Num
ber o
f res
pond
ent
Description: The above graph is showing the levels of ways by which consumers get to know
about a new product the most. In the graph the vertical axis is displaying the number of
respondent where as the horizontal axis is displaying the ways through which consumers
normally know about the new product in the market. The results obtained from this question will
be helpful in designing the promotional for the new sun care product.
49 | P a g eGlaxoSmithKline Bangladesh Ltd.
Analysis: Out of 120 sample size of respondent majority respondent have chosen the option TV
ads through which they can easily get to know about a new product. More or less each and every
mode has some role to aware consumers about the new product but among them TV commercial
is standing in higher position and then news paper/magazines. Internet and billboard also help
people to get know about anew product. From the graph we can see that people do not prefer
posters/leaflets that much in this segment. So while promoting new product marketers should
focus on the ways through which they can reach to the consumers with their product easily.
8. Normally from which type of store you buy such kind of skin products?
general stores
supper malls
any shop don't buy from here
0
10
20
30
40
50
60
70
80
90
100
Preferred type of store
Preferred type of store
Num
ber o
f res
pond
ent
Description: The above bar charts are displaying the responses of different respondents of their preferred
store from which they like to buy their skin care products. The horizontal axis is showing the types
whereas the vertical axis is showing the number of respondents. Each bar represents each of the
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types and also people who don’t buy from here. The stores types are general store, supper mall,
any shop and don’t buy from here.
Analysis: From the graph it seems that people mostly prefer to buy their skin care products from
general stores where they can find good branded product, where there is less chance of having
duplicate products. To some extent supper malls are also having a preference and some do not
prefer buying such kind of products from here but from other places. No respondent has chosen
the option any shop which indicates that people are concern while purchasing these kinds of
items they only prefer good stores, malls where they can find the original product. So while
distributing products to the stores producers should keep these terms in their mind.
9. Do you think word of mouth influences consumers buying habit?
Strongly disagreeneutral
strongly agree
0102030405060708090
100
Word of mouth influences consumers
Word of mouth in-fluences consumers
Num
ber o
f res
pond
ent
Description: The above graph is showing the levels of consumers buying habits over word of
mouth. The horizontal axis is showing the options whereas the vertical axis is showing the
number of respondents. Each portion is showing different options of this particular question.
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Also there is a portion for the total likert score. The other options are strongly disagree, disagree,
neutral, agree and strongly agree.
Analysis: According to the pie chat we can see that a huge number of respondent agree that
word of mouth influences consumers buying habit. According to some respondents if such a
product is referred to by a high-profile celebrity for example, fans-in this case, the consumers-
influenced by such a person will definitely be interested to learn more about it. And tempted
enough to buy. From the graph we can also see that no one strongly disagrees that word of mouth
does have an influences over buying habit though few do think. After the option agrees the next
highest opinion of respondents is they are neutral about it. So marketers should know that word
of mouth releases a feeling of trust among people. It’s a great Channel of communication.
10. Which segment you read the most in a news paper?
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fashion and lif
e style
enterta
inment secti
onsp
orts
only head
lines
don't read newsp
apers
0102030405060708090
preferred section in a news paper
Preferred section in a news paperN
umbe
r of r
espo
nden
t
Description: The graph above displays different section of news paper that most people like to
read. The sections include fashion and life style, entertainment section, sports headlines and there
is also an option for people who do not read news papers. The vertical axis represents the number
of respondents whereas the horizontal axis represents the types of sections of a news paper. Each
of the bars represents each of the section as well as includes the total number of respondents who
have chosen the particular type of section as their answer for this particular question.
Analysis: From the graph we can clearly see that a huge portion of respondents have chosen the
option fashion and life style section they read the most. Then the second hugest option is
entertainment part of the news paper. There are few numbers of people who read only the
headlines and sports. A very small number of people have chosen the last option who does not
read news papers. News papers are good ways for promoting a new product as a huge portion of
people, from every class of society read news papers. And also it is one of the most efficient and
quickest ways to reach mass number of consumers. The results obtained from this question will
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be helpful in designing which section of the news paper would be great to give advertisement
about the product.
10.2 Statistical Analysis:
1. Correlation between willing to spend for a sunscreen and SPF factor of the sunscreen while
purchasing a sun care product.
Scatter plot:
250 500 750 10001
2
3
4
5
SPF factor of the sunscreenLinear ( SPF factor of the sunscreen)
willing to pay for sunscreen
SPF
fact
or1=
not
at a
ll,.2
=not
al
way
s,3=
neut
ral,4
=yes
,5=v
ery
muc
h
Analysis: From the graph we can see that the line is indicating a positive upward trend but in a
very poor position. We can see that SPF factor increases to a direct increase with the term willing
to pay for a sunscreen but the connection is very low and does not provide an exact prediction.
54 | P a g eGlaxoSmithKline Bangladesh Ltd.
Some are willing to pay less but their concern is high for SPF factor. But the basic pattern
indicates that the higher the SPF factor the higher they are willing to pay for s sunscreen.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to spend for a
sunscreen and SPF factor of the sunscreen.
Alternate hypothesis: There is no statistically significant relationship between willing to spend
for a sunscreen and SPF factor of the sunscreen.
Correlation:
Willing to pay for a sunscreen SPF factor of the sunscreen
Willing to pay for a sunscreen 1 SPF factor of the sunscreen 0.043408748 1
r=0.04 df=118minimum correlation coefficient= .16
Interpretation: We can use the technique of correlation to test the statistical significance of the
association. From the result of correlation we can see that the r value is 0.04 which is positive but
far from +1; so there is a very weak positive relationship between willing to pay for a sunscreen
and the SPF factor while purchasing a sunscreen. Degree of freedom (df) is 118 (sample size-2)
and from the correlation table we get the value of minimum correlation coefficient which
is .16.If r>minimum correlation = reject null hypothesis and if r<minimum correlation = accept
null hypothesis. In this case r is less than minimum correlation coefficient so null hypothesis is
55 | P a g eGlaxoSmithKline Bangladesh Ltd.
accepted. We there is a statistically significant relationship between willing to spend for a
sunscreen and SPF factor of the sunscreen.
2. Correlation between willing to pay for a sunscreen and brand factor of the sunscreen
while purchasing a sun care product.
Scatter plot:
250 500 750 10001
2
3
4
5
Sunscreen brandLinear ( Sunscreen brand)
willing to pay for a sunscreen
Sunc
reen
bra
nd
1=no
t at a
ll,2=
not
alw
ays,3
=neu
tral
,4=y
es,5
=ver
y m
uch
Analysis: The data displayed on the graph resembles a line rising from left to right. Since the
slope of the line is positive, there is a positive correlation between the two sets of data. As the
value of willing to pay for sunscreen is increasing the value of the sunscreen brand factor also
increases.
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Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to pay for a
sunscreen and sunscreen brand.
Alternate hypothesis: There is no statistically significant relationship between willing to pay for
a sunscreen and sunscreen brand.
Correlation:
Willing to pay for a sunscreen
Sunscreen brand
Willing to pay for a sunscreen 1 Sunscreen brand 0.103808463 1
r=0.1 df=118minimum correlation coefficient= .16
Interpretation: we use correlation to estimate of the relationship between two measurements,
without any assumption of whether one comes before the other. Here the r value is 0.1 which
means there is a weekly positive relationship between willing to pay for a sunscreen and
sunscreen bran factor. The r value is lower than the minimum correlation coefficient so null
hypothesis is accepted. We can say there is a statistically significant relationship between willing
to spend for a sunscreen and brand factor of the sunscreen that comes to mind while purchasing a
sunscreen.
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3. Correlation between willing to pay for a sunscreen and price factor of the sunscreen while
purchasing a sun care product.
Scatter plot:
250 500 750 10001
2
3
4
5
Price of the sunscreenLinear (Price of the sunscreen)
willing to pay for sunscreen
Pric
e of
the
sun
scre
en
1=no
t at
all,
2=no
t al
way
s,3=
neut
ral,4
=yes
,5=v
erym
uch
Analysis: The slope of the graph is down wording which means there exist a negative relation
between willing to pay for a sunscreen and price factor of the sunscreen while purchasing a sun
care product. The value of willing to pay increases the value of price factor of the sunscreen
decreases.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to pay for a
sunscreen and price factor of the sunscreen.
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Alternate hypothesis: There is no statistically significant relationship willing to pay for a
sunscreen and price factor of the sunscreen.
Correlation:
Willing to pay for a sunscreen
Price of the sunscreen
Willing to pay for a sunscreen 1Price of the sunscreen -0.588398274 1
r=-0.6 df=118minimum correlation coefficient= .16
Interpretation: Here the r value is -0.6 which means there is a moderately negative relation
between the two variables. And the r value is less than the minimum correlation coefficient so
the null hypothesis is accepted. We can say there is a statistically significant relationship
between willing to spend for a sunscreen and brand factor of the sunscreen that comes to mind
while purchasing a sunscreen.
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4. Correlation between willing to pay for a sunscreen and skin friendly factor of the sunscreen
while purchasing a sun care product.
Scatter plot:
250 500 750 10001
2
3
4
5
Skin friendlyLinear (Skin friendly)
Willing to spend for asunscreen
Skin
frie
ndly
1=
not a
t al
l,2=n
otai
way
s,3=n
eutr
al,4
=tes
,5=v
ery
muc
h
Analysis: The slope of the graph is almost a straight line which means there exist very poor
relation between willing to pay for a sunscreen and skin friendly term of the sunscreen while
purchasing a sun care product. The value of willing to pay increases the value of price factor of the
sunscreen also increases but in a very low way and does not provide an exact prediction.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to pay for a
sunscreen and skin friendly factor of the sunscreen while purchasing a suncare product.
60 | P a g eGlaxoSmithKline Bangladesh Ltd.
Alternate hypothesis: There is no statistically significant relationship between willing to pay for
a sunscreen skin friendly factor of the sunscreen.
Correlation:
Willing to pay for a sunscreen
Skin friendly
Willing to pay for a sunscreen 1Skin friendly -0.015493014 1
r=-0.02 df=118minimum correlation coefficient= .16
Interpretation: The r value is 0.02 which means there is a very poor association between willing to
pay for a sunscreen and skin friendly factor of the sunscreen while purchasing a sun care product. R
value is smaller than minimum correlation coefficient.0.02<.16 so null hypothesis accepted which is
there is a statistically significant relationship between willing to pay for a sunscreen and skin
friendly factor of the sunscreen while purchasing a sun care product.
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5. Correlation between willing to pay for a sunscreen and water resistance factor of the
sunscreen while purchasing a suncare product.
Scatter plot:
250 500 750 10001
2
3
4
5
Water resiswtanceLinear (Water resiswtance)
willing to pay for a sunscreen
Wat
er re
sista
nce
1=
not a
t all,
2=no
t al
way
s,3=n
eutr
al,4
=yes
,5=v
ery
muc
h
Analysis: From the graph we can see that the slope positively related with the two variables. The
connection between these two variables is very weak. The increase rate between these two terms
is extremely low.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to pay for a
sunscreen and water resistance factor of the sunscreen while purchasing a sun care product
Alternate hypothesis: There is no statistically significant relationship between willing to pay for
a sunscreen water resistance factor of the sunscreen
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Correlation:
Willing to pay for a sunscreen
Water resiswtanc
eWilling to pay for a sunscreen
1
Water resiswtance 0.020596795 1
r=0.02 df=118minimum correlation coefficient= .16
Interpretation: From the result of correlation we can see that the r value is 0.02 which is positive
but far from +1; so there is a very weak positive relationship between willing to pay for a sunscreen
and the water resistance factor while purchasing a sunscreen. Here r value is less than minimum
correlation coefficient.0.02<.16; so null hypothesis accepted which is there is a statistically
significant relationship between willing to pay for a sunscreen and water resistance factor of the
sunscreen while purchasing a sun care product.
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6. Correlation between monthly spending amount on cosmetics and attractive display factor
that grabs your attention the most while visiting any store.
Scatter plot:
300 600 900 1200 1500 18001
2
3
4
5
Attractive displayLinear (Attractive display)
Monthly spending amount on cosmetics
Attra
ctive
disp
lay
1=no
t at a
ll,2=
neut
ral,3
=som
e ex
tene
,4=y
es,5
=ver
y m
uch
Analysis: In the graph the x axis is the monthly spending amount on cosmetics and y axis is
attractive display factor that grabs attention while visiting any store. And the slope is showing
that there is a negative poor associating relationship between these two terms. As the value of
monthly spending amount is increasing the value of attractive display factor is decreasing.
Hypothesis testing:
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Null hypothesis: There is a statistically significant relationship between monthly spending
amount on cosmetics and attractive display factor that grabs your attention the most while
visiting any store.
Alternate hypothesis: There is no statistically significant relationship between monthly
spending amount on cosmetics and attractive display factor that grabs your attention the most
while visiting any store.
Correlation:
Monthly amount spending on cosmetics
Attractive display
Monthly amount spending on cosmetics 1Attractive display -0.003307977 1
r=-0.003 df=118minimum correlation coefficient= .16
Interpretation: The r value is r = -0.003A negative correlation means that as x and y move in
opposite directions, one increases as the other decreases. We can say poor association
relationship between monthly spending amount on cosmetics and attractive display factor that
grabs your attention the most while visiting any store that does not provide an exact prediction.
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7. Correlation between monthly spending amount on cosmetics and free product samples that
grabs your attention the most while visiting any store.
Scatter plot:
300 600 900 1200 1500 18001
2
3
4
5
Free product samplesLinear (Free product samples)
Monthly spending amount on cosmetics
Free
pro
duct
sam
ples
1=
not a
t all,
2=ne
utra
l,3=s
ome
exte
nt,4
=yes
,5=v
ery
muc
h
Analysis: Above in the graph the slope of the line has been negative falling from left to right, sp
there is a negative correlation exist between monthly spending amount on cosmetics and free
product samples that grabs your attention the most while visiting any store. Under a negative
correlation, as the value of monthly spending amount is increasing the value of the free
sampling factors of the product is decreasing.
Hypothesis testing:
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Null hypothesis: There is a statistically significant relationship between monthly spending
amount on cosmetics and free product samples that grabs your attention while visiting any store.
Alternate hypothesis: There is no statistically significant relationship between monthly
spending amount on cosmetics and free product samples that grabs your attention while visiting
any store.
Correlation:
Monthly amount spending on cosmetics
Free product samples
Monthly amount spending on cosmetics 1Free product samples -0.091216311 1
r= -0.1 df=118minimum correlation coefficient= .16
Interpretation: From the correlation result, the r value is -0.1 so there is weakly negative
relation between monthly spending amount on cosmetics and free product samples that grabs
your attention while visiting any store. And as r value< minimum correlation coefficient so our
null hypothesis is accepted.
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8. Correlation between monthly spending amount on cosmetics and discounts that grabs your
attention the most while visiting any store.
Scatter plot:
300 600 900 1200 1500 18001
2
3
4
5
Series2Linear (Series2)
Monthly spending amount on cosmetics
Disc
ount
s 1=
not a
t all,
2=ne
ytra
l,3=s
ome
exte
nt,4
=yes
,5=v
ery
muc
h
Analysis: From the graph we can see that the line is rising from left to right. Since the slope of
the line is positive, there is a positive correlation between monthly spending amount on
cosmetics and discounts that grabs your attention the most while visiting any store. As the value
of monthly spending amount is increasing the value of the discounts factors of the product is
also increasing.
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Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between monthly spending
amount on cosmetics and discounts that grabs your attention the most while visiting any store.
Alternate hypothesis: There is no statistically significant relationship between monthly
spending amount on cosmetics and discounts that grabs your attention the most while visiting
any store.
Correlation:
Monthly amount spending on cosmetics
Discounts
Monthly amount spending on cosmetics 1Discounts 0.12813284 1
r=0.1 df=118minimum correlation coefficient= .16
Interpretation: the r value is 0.1 so there is weakly positive relation between monthly spending
amount on cosmetics and discounts that grabs your attention while visiting any store. As the r
value is lower than the minimum correlation coefficient so null hypothesis is accepted. We can
say there is a statistically significant relationship between monthly spending amount on
cosmetics and discounts that grabs your attention the most while visiting any store.
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9. Correlation between monthly spending amount on cosmetics and gift items factor that grabs
your attention the most while visiting any store.
Scatter plot:
300 600 900 1200 1500 18001
2
3
4
5
Gift itemsLinear (Gift items)
Monthly spending amount
Gift
item
s 1=
not a
t all,
2=ne
utra
l,3=s
ome
exte
nt,4
=yes
,5=v
ery
muc
h
Analysis: The data displayed on the graph resembles a line rising from left to right. Since the slope
of the line is positive, there is a positive correlation between the two sets of data. As the value of
monthly spending amount on cosmetics increases the value of gift items factor that grabs while
visiting any store also increases.
Hypothesis testing:
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Null hypothesis: There is a statistically significant relationship between monthly spending
amount on cosmetics and gift items factor that grabs your attention the most while visiting any
store.
Alternate hypothesis: There is no statistically significant relationship between monthly
spending amount on cosmetics and gift items factor that grabs your attention the most while
visiting any store.
Correlation:
Monthly amount spending on cosmetics
Gift items
Monthly amount spending on cosmetics
1
Gift items 0.211283074 1
r=0.2 df=118minimum correlation coefficient= .16
Interpretation: The r value is 0.2 which means there is a weekly positive relationship between
monthly spending amount on cosmetics and gift items factor that grabs your attention the most
while visiting any store and the r value is greater than the minimum correlation coefficient so
null hypothesis is rejected. So there is no statistically significant relationship between monthly
spending amount on cosmetics and gift items factor that grabs your attention the most while
visiting any store.
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10. Correlation between monthly spending amount on cosmetics and posters/leaflets factor that
grabs your attention the most while visiting any store.
Scatter plot:
300 600 900 1200 1500 18001
2
3
4
5
Posters leafletsLinear (Posters leaflets)
monthly spending amount on cosmetics
Post
ers/
leafl
ets
1=no
t at a
ll,2=
neut
ral,3
=som
e ex
tent
,4=y
es,5
=ver
y m
uch
Analysis: The slope of the line had been negative declining from left to right, a negative
correlation exist since the slope of the line would has been negative. Under a negative
correlation, the higher the amount spending on cosmetics the lower the posters/leaflets factor
that grabs your attention the most while visiting any store.
Hypothesis testing:
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Null hypothesis: There is a statistically significant relationship between monthly spending
amount on cosmetics and posters/leaflets factor that grabs your attention the most while visiting
any store.
Alternate hypothesis: There is no statistically significant relationship between monthly
spending amount on cosmetics and posters/leaflets factor that grabs your attention the most
while visiting any store.
Correlation:
Monthly amount spending on cosmetics
Posters leaflets
Monthly amount spending on cosmetics 1Posters leaflets -0.11150023 1
r=-0.1 df=118minimum correlation coefficient= .16
Interpretation: There is a negative relation between two sets of variables as our r value is
negative and relation is weakly associated between the term monthly spending amount on
cosmetics and the term posters/leaflets factor that grabs your attention the most while visiting
any store. Null hypothesis is accepted as r< minimum correlation coefficient.
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10.2 (1) Confidence Interval:
Confidence interval of willing to pay for a sunscreen
Willing to pay for a sunscreen
Average 538.3333333Standard Error 18.54033884Median 500Mode 500Standard Deviation 203.0992361Size 120Alpha 0.05Margin error 36.33839639Upper limit 574.6717297lower limit 501.9949369Confidence coefficient 0.95
Interpretation: At 95 percent confidence level the estimation for the population’s importance
given on willing to pay for sunscreen falls between the ranges of 501 to 574.
Confidence interval of monthly spending amount on cosmetics:
Monthly amount spending on cosmetics
Average 870.8333333Standard Error 29.28646864Median 1000Mode 1000Standard Deviation 320.8171901Size 120Alpha 0.05Margin error 57.40042377Upper limit 928.2337571lower limit 813.4329096
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Confidence coefficient 0.95
Interpretation: There is 95% chance that the population’s importance given on monthly
spending amount on cosmetics falls between the ranges the 813 to 928.
10.2 (2) Chi-square test:
1.First chi-square test has been done between two terms which are monthly spending amount on
cosmetics and willing to pay for a sunscreen.
Null hypothesis: There is a statistically significant relationship between monthly spending mount
on cosmetics and willing to pay for a sunscreen.
Alternate hypothesis: There is no statistically significant relationship between monthly spending
mount on cosmetics and willing to pay for a sunscreen.
In this calculations two way table chi-square test has been done. For that there are two
groups;group A (100-500) means monthly spending on cosmetics and willing to pay for a
sunscreen that consumers pay in this range fall in this group and on the other hand consumers
who pay more than this range fall into group B(600-1200).
Group A(100-500) Group B(600-1200)
Monthly spending amount on cosmetics 34 86
Willing to pay for a sunscreen 89 31
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Chi-Square Test: Monthly spending amount on cosmetics, Willing to pay for a sunscreen.
Group Group
A(100-500) B(600-1200) Total
1 34 86 120
61.50 58.50
12.297 12.927
2 89 31 120
61.50 58.50
12.297 12.927
Total 123 117 240
Chi-Sq = 50.448,
DF = 1,
P-Value = 0.000l
Critical value= 3.84 ( pearson chi-square test table)
Interpretation: From the test we can see that our Chi-square result is 50.448. Here DF is 1 and
from the chi-square test table we got our minimum coefficient value which is 3.84.As Chi-
square> minimum coefficient so our null hypothesis is rejected. So there is no statistically
significant relationship between monthly spending mount on cosmetics and willing to pay for a
sunscreen.
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2. Second chi-square has been done to see the relationship between the brand factor and price
factor of the sunscreen that consumers see while purchasing a sun care product.
Null hypothesis: There is a statistically significant relationship between the brand factor and
price factor of the sunscreen that consumers see while purchasing a sun care product.
Alternate hypothesis: There is no statistically significant relationship between the brand factor
and price factor of the sunscreen that consumers see while purchasing a sun care product.
To calculate the chi-square test two terms have been divided one is not at all and another is very
much in terms of the two factors that come to consumers mind while purchasing a sun care
product.
Not at all Very much
Brand factor of the sunscreen 6 81
Price factor of the sunscreen 8 12
Chi-Square Test: Brand facto, Price factor of the sunscreen that consumers see while
purchasing a sun care product.
Not at all Very much Total 1 6 81 87 11.38 75.62 2.546 0.383
2 8 12 20 2.62 17.38
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11.074 1.667
Total 14 93 107
Chi-Sq = 15.670,
DF = 1
P-value=0.00
Critical value=3.84 ( pearson chi-square test table)
Interpretation: As chi-square test > minimum coefficient so null hypothesis is rejected. So there
is no statistically significant relationship between the brand factor and price factor of the
sunscreen that consumers see while purchasing a sun care product.
3. Chi-square test between social sites is good ways to promote a new product and word of
mouth-a good fact for promotion of a new item.
Null hypothesis: There is a statistically significant relationship between the term social sites are
good ways to promote a new product and word of mouth-a good fact for promotion of a new item.
Alternate hypothesis: There is no statistically significant relationship between social sites is good
ways to promote a new product and word of mouth-a good fact for promotion of a new item.
For the chi-square test there are two groups agree and disagree and the facts are social sites are
good ways to promote a new product and another fact is word of mouth-a good fact for promotion
of a new item.
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Agree Disagree
Social sites good way to
promote
23 3
Word of mouth-good fact
for a new product
91 2
Chi-Square Test: The term social sites are good ways to promote a new product and word of mouth
Agree Disagree Total 1 23 3 26 24.91 1.09 0.146 3.331
2 91 2 93 89.09 3.91 0.041 0.931
Total 114 5 119
Chi-Sq = 4.449,
DF = 1,
P-Value = 0.035
Critical value=3.84 ( pearson chi-square test table)
Interpretation: From the above chi-square test we can see that chi-square result is greater than
our critical value. So it can be state that null hypothesis is rejected and there is no statistically
significant relationship between social sites is good ways to promote a new product and word of
mouth-a good fact for promotion of a new item.
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Conclusion & Recommendation
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11.0 Recommendation:
As a global leader in skin health, Stiefel, a GSK company, is committed to improving the quality
of life for those affected by skin conditions around the world. There 165 years of dedication to
dermatological solutions has helped Stiefel expand its operations in nearly 132 countries. Stiefel
has both prescription and consumer products. Under the Stiefel products there are both
prescription and non-prescription medicines. GSK is trying to promote their non-prescribed
medicines to consumer. And now Stiefel is going to launch a new sun care product in the market
I was assigned to find out the opportunities, the promotional strategies and how to create more
awareness among consumers about their new product in a most effective communicating way.
To reach the consumer they need to do lots of promotional activities. So, I was assigned for
planning, making leaflets, preparing detail aids for doctors, promotional items, brochure, posters,
etc.
My recommendation is directed towards creating a newer and better image to its customers for
its new products like mentioned that they are launching a new sun care brand in the market and
this requires effective communications. Creating a newer and better image to its customers and
this requires effective communication to them stating the purpose that GSK wants to serve,
benefiting them. This portion of the report contains marketing communication strategies, the
promotional strategies opportunities for a new launching product, I have worked on and on how
to shift their image to a more customer oriented marketing concept of the business from that
more like a selling concept.
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The company strategy will enable them to launch their new sun care product and will continue
successfully. But things have to be more focused and most important the lack of awareness has
to be removed. Rather than hoping that everything will turn out ok a planner should try to
identify contingency events and be prepared with plans, strategies and approaches for avoiding,
coping or even exploiting them. We can break it in to focusing on-
The Promotional Mix:
As a multinational company Gsk has been maintaining constant touch with the buyers around the
world through different promotions of products and services to buyers in order to avail of
optimum market share. Promotion is one of the four elements of marketing mix (product, price,
promotion, distribution). It is the communication way between sellers and buyers for the purpose
of influencing, or informing, a potential buyer's purchasing decision. For our promotion purpose
we are going to use mass media such as (print, outdoor, internet and interactive). We have a wide
range of objectives, including: sales increases, new product acceptance, creation of brand equity,
positioning, competitive retaliations, or creation of a corporate image. However there are three
basic objectives of promotion. These are
To present information to consumers as well as others
To increase demand
To differentiate our product
Consumers generally learn about new products and new organic shops by word of mouth
from other consumers and from the survey I found that consumers agree that word of mouth
does influence buying habit. I have planned some of the promotional tactics for our products.
These are described below:
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Attractive packaging with gift items can also be a good tool to attract consumers’
attention. Its packaging will ensure user convenience, protection as well as will serve as
promotional tool by proper features.
Several promotional events can be done in shopping malls like Bashundhara city, Rifels-
square,Concord,Agora, Almas.
To expend the market we tried to look for new promotional areas. Such as parlors, super
markets, small shops, and shopping centers. I went to some parlors, shopping malls to
gave them knowledge about our product and convince them to advice about our products
towards their customers but this has to be done in more effective after the launching of
the product also
Gsk can provide its own web site for Stiefel which will help people to know about theior
upcoming products and its features, benefits.
Stiefel can come with a page social sites like face book which comprises all the info’s
about the brand. Will also have a detailed product catalogue out there and whenever new
batches of product are available the consumers get to know about it. And from the
survey I got to know that people are appreciating different social sites for creating
awareness for a new product.
Focusing more on Campaign Design:
Gsk needs to done some more campaign designs for its new coming products in the market..Such
as arranging awareness program for those people who can understand about our Stiefel products
and give idea about the products to other customers or general people. For example, we can
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invite some beauty experts in our program and can give them a brief idea about our product.
Moreover, we try to make them convince to keep some of our products in their parlor and
provide knowledge about products to their customer. Through this they can get an idea that
which way is effective for promotional activities.
Focus more on consumer awareness:
Advertising (print media,bill board, and internet ad)
Personal selling
Public relation
Direct marketing
Can come up with different CSR projects.
To make the consumer aware about the Stiefel products and for increasing sale these strategies
might be very much effective.
To focus more on market leader strategy:
GSK is the strongest contender in the industry. However, such successes do not come without
critics. GSK is said to kill competition which is totally discouraged by law and it may pose future
threats for the company in attempts to deviate its focus from maintaining its success in the
industry. It needs to modify its strategies and progress in a more sensible manner. The following
strategies are available for the market leader to exercise – expand total market, defend market
share and expand market share. The company also needs a well formulated full-frontal attack to
fight competition in the long run.
Expand Total Market
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To establish a strong brand image of Stiefel in current market situation new customers may have
to gained through new ‘market segment’ strategy and through geographical expansion strategy.
Also promotional offers could be made for increasing customer frequency of making a trip to
GSK stores.
Defend and Expand Market Share
The existing market share has to be defended from attack. Target, currently, is a strong
competitor that poses threat to GSK. The following implementation on handling the company’s
business portfolio is available. GSK must build and/or maintain its competency over the
following factors.
Lowest prices compared in relativity to every competitor
Superior customer services (that are valued by the customers)
Guarantees and warrantees on product offerings
Flexible supply chain to meet customers’ demands on time.
Marketing department has to be integrated with the other departments so that they can ultimately
utilize the resources it has and also can contribute to the ultimate position the company is trying
for to be there.Integrating Production would mean changing the business environment such that
there is less time loss and full utilization.
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Stiefel have a big opportunity. The products are very much high quality and expensive product.
Comparing with other brands the products have a good impact in market. Stiefel skin products
are prescribed my millions of dermatologists in more than 140 countries. Moreover, the products
already created a strong position in market and when the people will be more aware about the
product then market will be more expend. Gsk should focus more on promotional activities,
creating awareness,choosing the most effective term of communication to reach maximum level
of consumers. To make the consumer aware about the Stiefel products and for increasing sale
these strategies might be very much effective.
12.0 Limitations of the study
The major hindrance that I faced was, GSK authority was unwilling to share or disclose
some information which was really required to prepare the report due to confidential
issues.
Time was the key constraint since I have to maintain a strict office hour throughout three
months of internship program.
Lacks of enough information as some information were considered highly confidential.
Hence 100% accuracy can’t be assured.
Information about the current market growth was hard to get.
13.0 Conclusion:
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Affiliation report helps us to more efficient and more active to gather practical knowledge it
efficient for practical life. Market research is any organized effort to gather information
about markets or customers. It is a key factor to get advantage over competitors. This research
paper I have conducted is a problem solving research; detecting the reasons for such kind of sun
care products, consumer perceptions, buying behavior for this kind of a products and necessary
actions to be taken in order to create a solid position on customers mind, create awareness and
opportunities of a sun care product in Bangladesh market.
GlaxoSmithKline carries good branding image all over the world. Their promotional strategy is
more clear & different from the other Pharmaceutical Company. To enhance the market share &
reaching the market leader company should focus more on their promotional strategy. And if the
company becomes able to make a good impression into the mind of customer then easily go to
top level of the completion market. GSK is committed to developing new and effective
healthcare solutions. The values on which the group was founded have always inspired growth
and will continue to do so in times to come.
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14.0 References:
http://www.gsk.com.bd/
http://www.gsk.com.bd/about/
http://www.gsk.com.bd/mission/
http://www.gsk.com.bd/products/
http://www.gsk.com.bd/products/prescription-medicines.aspx
http://www.gsk.com.bd/products/non-prescribed-medicines.aspx
http://www.gsk.com.bd/factory/
http://www.gsk.com.bd/responsibilities/
http://www.gsk.com.bd/investors/
www.minitab.com/support/.../Chi-Square
Philip Kotler and Kevin Lane Keller (2011).Marketing Management:Market
segmentation,13th Edition,New Jersey,Us:Prentice Hall.
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Appendix
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