Evaluating Marketing Strategies: A Case Study of City Group

Abstract

Marketing strategy is a detailed, long-term plan that explains how a business will reach its marketing goals and objectives. The main objective of the report is to evaluate the marketing strategies of City Group, one of the largest FMCG companies in Bangladesh. City Group has positioned itself as a key player in the local competitive market. The report also highlights the organization’s product strengths and broad customer base. The research design is descriptive in nature. Data were gathered from secondary sources. City Group uses effective segmentation, targeting, and positioning. Their products serve both the consumer market and the business market. It offers competitive pricing, supported by cost-based and penetration methods. Its product portfolio is wide and designed to meet different lifestyle needs. The promotion mix is rich in both ATL and BTL criteria, including TVCs, OVCs, social media, and retail displays.The major recommendations of the report are to introduce more niche products, expand ready-to-eat options, strengthen data usage, offer more value bundles, and maintain current pricing strategies. This report highlights City Group's marketing strategies, demonstrating how it skilfully blends product quality, competitive pricing, strategic placement, and impactful promotions to excel in Bangladesh's FMCG market.