Evaluating the Marketing Program of Poultry Feed Industry in Bangladesh: A Study on the Danish Multipurpose Farm Limited

Abstract

Danish is a prominent food manufacturing business unit of Partex Star Group. It started its journey in 1990. Their Business units are Danish Condensed Milk Bangladesh Limited, Danish Condensed Milk Bangladesh Limited (Unit-2), Danish Foods Limited, Danish Milk Bangladesh Limited, Danish Distribution Network Limited, Danish Dairy Firm Limited, Rubel Steel Mills Limited. Apart from this they also operate a new Business unit which name is Danish Multipurpose Farm Limited. This study intends to evaluate the marketing program of Danish Multipurpose Farm Limited. Focus was concentrated on various elements of marketing mix: product, price, place and promotion. Products in the industry mainly include broiler feed, layer feed, and Sonali feed. The study of the price revealed that prices of these products of Danish Multipurpose Farm Limited are slightly higher than its key competitors, such as, Kazi Farm Group, Paragon Group, and Aftab Bahumukhi Farms Limited. As far as the distribution strategy is concerned, Danish Multipurpose Farm Limited is actively operating in 12 districts in Bangladesh such as Comilla, Rangpur, Bogura, Cuyadanga, Jossor, Kustiya, Satkhira, Gazipur, Jamalpur Bhola by their 4 territory field officers. For promotion, the organization is found to use both above the line (ATL) and below the line (BTL) promotion for the purpose of promoting the products and the brand name associated with them. Though it is a very promising industry, it is not free from certain challenges. Main challenges in the industry include lack of modern techniques in dealing with poultry diseases, lack of appropriate market forecasting, and lack of integration in agricultural farming. If such challenges can be appropriately faced, this industry has lot to offer in the years to come.