8. Singer Bangladesh ltd is the world’s leading emerging company headquartered in
U.S.A. At present the company is running successfully, employing 53, 64,730
people in over 1200 offices in more then 170 countries primarily in countries in the
Asia Pacific region, South Asia, Middle East, Africa, Oceania and the U.S. In
Bangladesh the company increasingly invested in people, technology and
premises as its business grew in relation to the country’s thriving economy. The
main focus of this term paper was to find out the Segmentation Variables,
Marketing Mix, Positioning, Branding Activities, SWOT analysis of Singer
Bangladesh ltd. We were tried to focus on the Introduction, Company
Background, Recommendation and conclusion also. We worked mainly on
secondary data but also took the help of some primary data. We also suggested
some recommendations regarding the marketing issues of Singer Bangladesh ltd.
March 13, 2009 8
10. In 1851, with a borrowed capital of only $40, Isaac Merritt Singer set up a company
to manufacture and sell a revolutionary product – a machine to automate and
assist in the making of clothing. Little did he realize that the newly formed I. M.
Singer And Company was destined to become the world leader in the
manufacturing and distribution of sewing related products and that the Singer
brand name would one day become famous around the world. Two years later,
with a first prize at the World’s Fair in Paris, Singer originated the “hire-purchase”
plan to increase sales, the first company ever to do so. This plan was to have
almost as much influence as the brand name itself. Today, over half of Singer’s
sales in developing countries use this method of payment to generate sales and
additional income. Ten years later, the newly incorporated Singer Manufacturing
Company held 22 patents, with annual sales of 20,000 machines. In 1867, Singer
opened its first sewing machine factory outside of United States in Glasgow,
Scotland.
March 13, 2009 10
11. By 1880, world sales exceeded 500,000. Additional factories were established in
the United States and within no time, one of the best known emblems – the Red
“S” Girl trademark – became familiar worldwide. By turn of the century, many
exciting developments had taken place within Singer Manufacturing Company. In
1885, Singer introduced the first electric sewing machine. By 1890, the company
claimed an 80 percent worldwide market share, with sales heading towards
1,350,000 machines. At this point, Singer’s rich heritage had become firmly
established around the world. Singer’s manufacturing facilities are now
strategically located around the world with major facilities in Brazil, India and
China. In 1960 Singer Corporation brought a change in the business philosophy
of the company. After dedicating more than a hundred years to manufacturing and
marketing one single product – the sewing machine -- Singer began
diversification of its product range. It acquired Packard Bell Electronics in 1966
and General Precision Equipment Corporation in 1968. Singer's manufacturing
base of electronic and electrical products gradually spread in Asia, East Africa,
Middle East, Latin and South America. Today Singer's name is synonymous with
household goods across the World.
March 13, 2009 11
12. The main focus of this term paper lies
with the Segmentation Variables,
Marketing Mix, Positioning, Branding
Activities, SWOT analysis in a
multinational context.
March 13, 2009 12
13. To evaluate the different issues of Marketing in
Broad
aspects of SINGER Bangladesh
Specific The segmentation variables of a multinational company.
The Marketing Mix of a multinational company.
Positioning and branding activity of a multinational
company.
• SWOT analysis of a multinational company.
March 13, 2009 13
14. The main focus of this term paper lies
with the Segmentation Variables,
Marketing Mix, Positioning, Branding
Activities, SWOT analysis in a
multinational context.
March 13, 2009 14
15. Singer Bangladesh consistently focuses on growth and
risk minimization.
Through product diversification and increasing the market
share of existing products.
By responding to changing customer needs..
March 13, 2009 15
16. Scope
The term paper has been based on the Marketing aspects of
Singer Bangladesh ltd, a leading multinational organization
in Bangladesh.
Limitations
While doing the term paper, we faced the following
problems:
The company did not reveal much information.
The website of Singer Bangladesh ltd does not contain
much Information.
March 13, 2009 16
17. For the last two decades, dramatic changes have
occurred in the world of business world of
international trade and business. Many of the domestic
firms all over the world have opened their national
boundary and entered into the dynamic world of
globalization. Singer Bangladesh consistently focuses
on growth and risk minimization through product
diversification and increasing the market share of
existing products by responding to changing customer
needs.
March 13, 2009 17
18. The term paper was based on secondary data, mainly through:
Secondary data from the Internet.
March 13, 2009 18
20. Geographic Segmentation: Dividing a market into different geographical units
such as nations, states, regions, counties, cities, or neighborhoods.
Dhaka, Faridpur, Gazipur, Jamalpur, Keranigonj, Kishoreganj, Manikganj,
Munshiganj, Mymensingh, Narayanganj, Narshingdi, Netrokona, Rajbari, Sherpur,
Tangail, etc.
March 13, 2009 20
21. Demographic Segmentation: Dividing the market into groups based on
demographic variables such as age, sex, family size, family life cycle, income,
occupation, education, religion, race and nationality.
Age: Under 19-65+ people can use the machine.
Gender: Female.
Family Size: 1-5+ members.
Occupation: Professional, Crafts people, Homemakers, unemployed.
Religion: Any.
Race: Any.
Generation: ‘X’
Nationality: Any.
March 13, 2009 21
22. Psychographic Segmentation: Dividing a market into different groups based on
social class, lifestyle, or personality characteristics.
Social Class: Lower lowers, upper lowers and working class can use NO: 03.
Middle class, upper middles can use NO: 02. Lower uppers and upper uppers can
use NO: 01.
Life Style: Achievers, strivers, survivors.
Personality: Ambitious.
March 13, 2009 22
23. Product line: Air Conditioner, Color Television, Computer,
Dish Washer, DVD Player, Electric Kettle, Electric Oven, Fan,
Generator, Instant Power Supply, Iron, Kitchen Appliances,
Microwave Oven, Motor Cycle, Radio Cassette Recorder,
Refrigerator, Room Heater, Sewing Machine, Vacuum Cleaner,
Washing Machine, Water Heater.
March 13, 2009 23
24. Features of Product 01
• EASY TO OPERATE THROUGH FOOT CONTROLLER.
• EASY CAM OPENER.
• 32 DIFFERENT DESIGN DISC.
• CLUTCH SYSTEM FOR QUICK WINDING.
• LIGHT FOR BETTER SEWING.
• 4 STEP BUTTON HOLLER.
• BUTTON HOLE, BUTTON SEWING AND ZIPPER SEWING SYSTEM.
• STITCH LENGTH & THREAD TENSION CTRL, REVERSE SEWING.
• EMBROIDERY, Appliqué AND MONOGRAM WITH CONVENIENCE.
Tk. 9,900.00
March 13, 2009 24
25. Features of Product 02
• REVERSE SEWING.
• CAST IRON.
• EASY OPERATION.
• EMBROIDERY, Appliqué & MONOGRAM WITH CONVENIENCE.
Tk. 4,945.00
March 13, 2009 25
26. Features of Product No: 03
• CAST IRON.
• REVERSE SEWING.
• EASY OPERATION.
• EMBROIDERY, Appliqué & MONOGRAM WITH CONVENIENCE.
Tk. 4,175.00
March 13, 2009 26
28. The set of controllable tactical marketing tools---product, price, place and
promotion---that the firm blends to produce the response it wants in the target
market.
Product: Since its inception in Bangladesh, the name Singer has been
synonymous with the sewing machine. Although sewing machines are Singer’s
core business, the Management realized that this product alone could not
substantiate growth for longer periods. This realization led to a diversification into
numerous product ranges. Thus, the transformation of Singer from a single
product sewing machine company into a multi-product consumer durable
company began in 1985 for further growth and expansion. As part of company’s
continuous diversification program in 2006 Singer ventured into the
manufacturing and marketing of household and industrial cables with the promise
to keep your home safe.
March 13, 2009 28
29. Price: The price of singer swing machine differs model to model that starts from
Tk 4175 to Tk 9900 each. So that customers of all classes can effort to buy them.
Singer Familiarized the World for the first time in 1856 to the concept quot;Buy now,
pay latterquot; which is also known as hire purchase or Easy Payment Plan. Singer
pioneered the concept of selling products on an easy installment plan in
Bangladesh. Under the scheme, Singer products are offered to customers who
need specific services but do not have enough cash to pay at a time. Buying
Singer products through Easy Payment Plan is simple.
March 13, 2009 29
30. Place: Singer Bangladesh has a unique retail network. Its products are sold
through its own chain store numbering 78 and exclusive sales agents numbering
96, strategically located all over Bangladesh. Singer is the only company in the
country with such an extensive retail network of its own. The Service Centers are
fitted with modern equipment and the latest testing facilities. Skilled mobile
technicians work under the guidance of Engineers. Besides the Service Centers,
each Singer store has one technician who is periodically trained and updated on
the latest technology to attend to service complaints at the outlets. Mobile
technicians from the Service Centre also respond to complaints throughout the
country, whatever is the nature of the faults.
March 13, 2009 30
31. Price: The price of singer swing machine differs model to model that starts from
Tk 4175 to Tk 9900 each. So that customers of all classes can effort to buy them.
Singer Familiarized the World for the first time in 1856 to the concept quot;Buy now,
pay latterquot; which is also known as hire purchase or Easy Payment Plan. Singer
pioneered the concept of selling products on an easy installment plan in
Bangladesh. Under the scheme, Singer products are offered to customers who
need specific services but do not have enough cash to pay at a time. Buying
Singer products through Easy Payment Plan is simple.
March 13, 2009 31
32. Promotion: Singer Bangladesh performs different promotional activities around
the year. These include Eid Offers, Discount, Cash Rebates, Coupon, Raffle Draw,
etc.
March 13, 2009 32
34. Singer Bangladesh has a unique retail network. Its products are sold through 230
outlets across the country. These are strategically located all over Bangladesh.
Singer is the only company in the country with such an extensive retail network.
As a retail company, marketing consumer durable products, Singer’s efforts have
been focused on the store-merchandising concept. The company has
successfully given a different perspective to all the retail stores keeping in mind
what makes up for a good shopping experience.
March 13, 2009 34
36. With introduction of Singer plus stores Singer stepped into multi-branding in
2005. The concept of Singer plus stores is to provide valued customers with a
variety of choice under the same roof. Singer is offering products of world famous
brands along with Singer branded products at Singer plus stores.
Consequently same world famous brands like – Haier, Whirlpool, Hitachi, MEG.XL,
Kodak, Emeishan, Moulinex, Sebec and Yashica along with Singer branded
products is available at its outlets.
March 13, 2009 36
38. Strength
Singer has already created a strong position in the market. Its main strength is its
brand name. With quality products and services it has created a strong brand
loyalty in the customer’s mind. it has a large number of employees who are very
efficient in their respective activities. It has utilized the modern technology very
effectively. Besides these it has a long term experience in the industry it belongs.
Opportunity
Singer has a huge potentiality with a large number of shares in stock market. As
an old company Singer get political and legal support from the government in
opening any new branch in any country. As it has already created brand
familiarity among the people, it does not need to bear a huge cost to introduce a
new product in the market.
March 13, 2009 38
40. Weakness
Though Singer has captured a large market share but only for few products. All
the products it makes are not very demandable in the market. In some product
market it is being failed to meet its goals and objectives. Sometimes Singer finds
it is very difficult to maintain its position in the market.
Threat
In last two decades many giant companies entered into the market that has made
it is more difficult for Singer to maintain anymore. LG, SONY, KONKA, TCL,
WALTON and some other companies sometimes seem to be a great threat to
Singer to gain its goals and objectives.
March 13, 2009 40
41. Finally we can say that Singer is a part of social commitment and it has been
extending its support to a number of social projects in different forms. Singer also
contributes to the promotion of sports and culture in Bangladesh. As one of the
leading multinational company Singer plays a great role in economic development
of Bangladesh.
March 13, 2009 41
42. Situation 1
The ‘Buy Now & Pay Later’ formula of SINGER Bangladesh are not always
generate expected return of profit to SINGER. Our practical survey stated that
around 35% consumers out of 100% are lead to misused through this formula. So
there is a loss of 35% are occurring in every periodic years. Although SINGER
Bangladesh strictly maintain their strong retail network in Bangladesh.
Recommendation 1
Work for the betterment of society is not a matter of joke. We honor SINGER
Bangladesh for their unique sales formula which makes the dream possible for
middle class & lower class consumers by installment & affordable price. But due
to lack of anti-corruption strength, we suggested that ------
Treat all employees, recognizing them as assets of the company with honor
and maintain high ethical standards.
Continue development of human resources.
March 13, 2009 42
43. Situation 2
As we know that SINGER Bangladesh still from their beginning at the operation in
Bangladesh, recognized as a giant consumer electro. Leader. But in few recent
years activity of SINGER Bangladesh stated that, the quality of product and
services day by day fallen down. Because this particular market are now full of
brand or whatever non-brand competitors. Though SINGER Bangladesh is still
fighting for survival in the market. They decrease their product prices which
causes an potential impact on their quality of goods & services.
Recommendation 2
To re-obtain the most admired and respected company position in the country,
They have to Improve the quality of goods & services as well as the quality of life
of the people by providing comforts and conveniences at affordable prices. To
achieve and continue growth in sales, they have to promise the society to make
the human life smoothen by providing new technologies & ideas in every periodic
years with not also affordable but also proven that impurity to reachable by every
rural & urban areas people.
March 13, 2009 43
