Marketing Strategy of Beshi Joss Drums
Internship Report
On
“Overall Marketing Strategy of ZABER & ZUBAIR ”
Prepared for:
Professor Dr. Mohammed Masum Iqbal
Dean
Department of Business Administration
Daffodil International University
Prepared by:
Touhidur Rahman
ID: 172-11-479
Daffodil International University
Marketing Strategy of Beshi Joss Drums
LETTER OF TRANSMITTAL
30 November, 2021
Professor Dr. Mohammed Masum Iqbal
Dean
Department of Business Administration
Daffodil International University
Subject: Submission of Internship report
Dear Sir,
I am submitting my internship report on “Overall Marketing Strategies of Zaber & Zubair
Fabric Ltd” with due gratefulness and admiration. As per partial accomplishment of the
requirements for the BBA degree, I have completed the internship from Zaber & Zubair Fabric
Ltd. It is my pleasure to carry out the internship report under your supervision.
As a requirement of preparing an internship report based on the practical situation in an
organization, I selected Marketing as my core concentration along with few other Marketing
Strategies that I have come across during my internship program. So I have prepared a report on
the “Overall Marketing Strategies of Zaber & Zubair Fabric Ltd”. I hope this report reflects
on the company’s marketing strategies that are being practiced in our country.
I would like to request you to accept my internship report for further assessment.
Sincerely,
Touhidur Rahman
ID: 172-11-479
Daffodil International University
Marketing Strategy of Beshi Joss Drums
Executive Summary:
As a student of business administration, it’s very difficult task to analyze the today's business
world to observe in this complex situation. In this report I had tried to focus my both theoretical
and practical knowledge regarding Marketing. My project topic is Overall Marketing Strategy of
“Zaber & Zubair Fabric Ltd”.
I have tried to identify Marketing strategies of this fabrics industrial company and how it is
working very well of the company. We will succeed in developing a profitable business through
the use of our two competitive advantages, quality and flexibility. The fabric producer
companies cannot produce enough quality fabric to satiate local demand and also can’t able to
satisfy the consumer through their product. I see these market opportunities are prepared to seize
it.
Our services will exceed the expectations of our customers. As per requirement we have given
description of the business and current market situation. I have provided these details based on
my
own
knowledge
and
collected
information
from
different
sources.
Marketing Strategy of Beshi Joss Drums
ACKNOWLEDGEMENT
First of all, I would like to thank almighty Allah for his grace in accomplishing my internship
report timely.
I would like to express my gratitude to my honorable academic instructor Professor Dr.
Mohammed Masum Iqbal from the core of my heart for his kind support, guidance, constructive
supervision, instructions and advice and for motivating me to do this report.
I am also thankful to the whole team of Zaber & Zubair Fabrics Ltd for giving me the
opportunity to work with them in marketing department as a Marketing Executive.
My parents need special mentions here for their constant support and love in my life. I also thank
my friends and well-wishers, who have provided their whole hearted support to me in this
exercise. The experience I have gathered will be a privilege for my future career planning. I
believe that this Endeavor has prepared me for taking up new challenging opportunities in future.
I think, this report will motivate me in my future to take more initiatives and big projects with
the help of satisfaction that, I have completed such a big project in an efficient manner.
Marketing Strategy of Beshi Joss Drums
Table of Content
Chapter-1 .............................................................................................Error! Bookmark not defined.
1.1
Introduction ...................................................................................................................................... 1
1.2 Background of the Report: ...................................................................................................................... 1
1.3 Objectives of the Report: ........................................................................................................................ 1
1.4 Methodology of the Report: ................................................................................................................... 2
1.5 Limitations of the Report: ....................................................................................................................... 2
Chapter-2 ........................................................................................................................................3
2.1 Overview of Zaber & Zubair Fabric Ltd ................................................................................................... 4
2.2 Company Summaries .............................................................................................................................. 4
2.3 Mission .................................................................................................................................................... 4
2.4 Vision....................................................................................................................................................... 5
2.5 SWOT Analysis of “Zaber & Zubair Fabric Ltd” ....................................................................................... 5
2.6 Market Analysis ....................................................................................................................................... 6
2.6.1 4ps ........................................................................................................................................................ 7
2.6.2 Competitor Analysis ............................................................................................................................. 8
2.6.3 STP........................................................................................................................................................ 9
2.6.4 Customer Service: .............................................................................................................................. 10
2.6.5 Branding Strategy............................................................................................................................... 10
2.6.6 Competitive Advantages .................................................................................................................... 10
Chapter-3 ...................................................................................................................................... 11
3.
Conclusion ........................................................................................................................................... 12
Marketing Strategy of Beshi Joss Drums
Chapter-1
Marketing Strategy of Beshi Joss Drums
1.1 Introduction:
Marketing Strategy is a long-term process with the overall marketing plan of any organization or
any business. A company’s development is mostly depended on marketing. So, it is important to
have a strong marketing plan for any individual business people. To develop the marketing
strategy, a company needs to set some marketing goals to fulfill the progress. In my internship
report, my target is to identify all the marketing strategies that are used by “Zaber & Zubair
Fabric Ltd”.
1.2 Background of the Report:
The world market is changing day by day. The marketing strategies are also changing as well. As
a part of the organization, marketing division has to deal with the effects of the changing world
of work. For them this means understanding the implications of globalization, technology
changes, workforce diversity. Changing skill requirements, continuous improvement initiatives
contingent workforce, decentralized work sites and employee involvement are the issue for
confront. So, now it is a big challenge for marketing division to maintain the distribution pattern
of product, manpower, packaging, pricing and other activities of marketing. This become of
interest to study more profoundly, in order to find the factors behind a successful company and a
strong brand.
1.3 Objectives of the Report:
The objectives of the proposed study “Overall Marketing strategies of “Zaber & Zubair Fabrics”
are as follow:





To identify the overall Marketing strategies of the company.
To identify the SWOT analysis of Zaber & Zubair Fabrics.
To identify the market segmentation of the company.
To know the competition analysis.
To know the strategic marketing analysis.
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Marketing Strategy of Beshi Joss Drums
1.4 Methodology of the Report:
I have used both the primary and secondary data to prepare the report. But most of the data are
collected from primary source. I observed various activities of Zaber & Zubair Fabrics. My
practical experience in Zaber & Zubair Fabrics was great source of information.
1. Primary source of information
o Face-to-face interview
2. Secondary source of
information
o Website of Zaber & Zubair Fabrics.
o Office documents.
1.5 Limitations of the Report:
As this is my personal experience in an office, I have faced some problems to completing
the report. Those are as follows:
 Lack of time.
 Confidential matters of the organization.
 Unwillingness to give information from the officials.
 Restrictions of giving some information about marketing strategies.
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Marketing Strategy of Beshi Joss Drums
Chapter-2
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Marketing Strategy of Beshi Joss Drums
2.1 Overview of Zaber & Zubair Fabrics:
“Zaber & Zubair Fabrics was incorporated in 1997 with a mission to grow up as an
internationally recognized home & fashion textile manufacturing company, by meeting day to
day's market requirement and achieving customers' satisfaction. Zaber & Zubair has commenced
its commercial production from March 2000 The manufacturing process of Zaber & Zubair is
vertically integrated with spinning. The mill is located at Tongi, near to Dhaka, The capital city
of Bangladesh. The company has invested around US$ 600 million to set up the state of the art
machineries to meet the challenges of 21st century's Textile World. Due to the true leadership of
the Management, highly skilled expatiates from various countries and 8.000 dedicated and hard
working employees. Zaber & Zubair Yearly Turnover 180 Million USD.
13th consecutive highest exporter in Bangladesh.
2.2 Company Summaries:
Company Name: Zaber & Zubair Fabrics Ltd
Company Logo:
Location
Corporate Office: Nurul Islam House,Road: 113,House: 110,Gulshan
Factory: Pagar, Tongi, Gazipur, Bangladesh
2.3 Mission
To provide exceptional services to the customer, to deliver added value to our customer by
identifying, monitoring and responding to their needs and expectations. Mainly our mission is to
satisfy the customers with their needs and expectations.
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Marketing Strategy of Beshi Joss Drums
2.4 Vision
To grow and become one of the top companies in the country in the field of producing good
quality of fabric, transmission and distribution, providing superior value, flexibility, costeffective solution to our customer using state of the art technology.
2.5 SWOT Analysis of “Zaber & Zubair Fabrics Ltd”
strengths
opportunitie
s
weaknesses
threats
A SWOT analysis is a business technique which mainly describes the current strengths,
weaknesses, opportunities and threats related to a product and its market. In some cases, a
SWOT analysis can uncover unexplored product and marketing options in the textile industry.
Strengths: The quality of their productions is the main strength. Similarly, marketing capability,
working capital, management and proper use of information technology can all be industry
strengths. Production capacity is one of the most strength. We have a RND (Research and
Development Department), which we are trying for innovate new fabric quality.
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Marketing Strategy of Beshi Joss Drums
o High-quality product offerings that exceed competitor’s offerings of price, quality, and
service.
o Capacity for fabric production.
o Available fabric quality and stock.
Weaknesses: Weaknesses are some issues in which a company can improve. Misunderstanding
of customer wants. Products got damage in some cases due to quality issue. Big capacity and
mismanagement could all be weaknesses.
o The decreased degree of flexibility when near full production.
o Huge management chain.
o Lack to take sudden decision.
Opportunities: Opportunities is the external factors of a company. Some opportunities are
includes- needed product, retiring competitors and new technology. The ability to develop longterm commercial contracts which should lower costs associated with production.
o Growing market with a significant percentage of the target market still not aware that
musical instrument exists.
o The ability to develop long-term commercial contracts which should lower costs
associated with production.
Threats: Big commercial chain can be issue
o All the customers are not buying these fabric because some price issue.
o Big management chain.
2.6 Market Analysis
In this situation, Bangladesh cannot afford to waste these valuable resources or it cannot compete
in the international textile and garment market. The main agenda of the 2nd International
conference on textile & apparel is proper and efficient use of the resources. In this conference,
the actual scenario of the textile industry will be discussed. The main priority is to come up with
apt solutions to tackle the sensitive issues, and implement strategies that will enhance the growth
of textile industry in Bangladesh. The recent collapse of the factory building near Dhaka; has
questioned the safety standards in the factories of Bangladesh at a global platform. As per the
reports more than 300 factories have been shut down in Ashulia after this fatal incident. Nearly
80% of the factory workers have demanded increase in the salary and safety measures to be
followed.
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Marketing Strategy of Beshi Joss Drums
In response to this deadly accident, Bangladesh has requested European Union not to take strict
steps against them in this critical situation. If the EU or other buyers enforce any tough measures
on trade with Bangladesh it will badly affect the economy of the country. Also, millions of
workers will lose their jobs.
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Marketing Strategy of Beshi Joss Drums
2.6.1 4PS
Product:
Basically our focus on three main instruments 1. Fabric.
2. Yarn
Fabric :
We can finish fabric according to your needs. What kind of quality do you want to make? It’s
obviously differ prices.
Price:




Good quality reasonable pricing.
Anyone can provide quality with different price.
Pricing differs for yarn quality and raw material price.
Setting lower price will not cover our costs. So we have to consider the following things
in selecting price.
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Marketing Strategy of Beshi Joss Drums
Place:


Access to the raw-materials is very hard.
Establish and huge factory area nearby Dhaka. 
Promotion:
 Door to door marketing. 
 Online marketing. 
 Magazine

2.6.2 Competitor Analysis
Competitor Company Description:
Though “Zaber & Zubair Fabrics Ltd.” is a know and old company in the market but in the fabric
industry, though in some respects like other fabric industries, actually has some important
differences. The primary distinction of the fabric industry is the lack of one or two dominating
companies. Most of the small companies that are involved in the fabric company industry do not
yet have a nationwide distribution, so their advertising techniques and strategies are more
specific and selective.
Competitors Strength:
o
o
o
o
Less price.
More easy of commercial issue.
More technically strong.
Quick customer support.
Competitors Weakness:
o
o
o
o
o
Less quality.
New comer in fabric market.
Few buyer.
High price for some quality
Less capacity.
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Marketing Strategy of Beshi Joss Drums
2.6.3 STP
STP marketing stands for segmentation, targeting, and positioning. It is a three-step process that
allows for the development of a specific and actionable marketing
Market Segmentation:
The profile for our customer consists of the following demographic, behavior and
psychographics factors.
Individual’s demographics:
o All people.
o Home fabric.
o RMG sector.
Behavioral Factors:
o Are willing to pay a premium for higher quality fabric.
o There is value attributed to the more attractive fabric.
o Enjoy different quality fabric without the mess of making it themselves.
Psychographic factors:
o The face value of Noman group is a great psychological factor which creates
more customers.
o Moderate involvement with product purchase, seeking information about fabric.
o Some time we make much difficult quality fabric which no one can produce.
o Prone to moderate levels of emotional attachment with our company.
Target Market::
o Fabric Buying house.
o RMG Sector
o Big Brand like Yellow, Primark,, Lidl etc
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Marketing Strategy of Beshi Joss Drums
Positioning:
o High-quality producer.
o Professional.
o Reliable
2.6.4 Customer Service:
“Zaber & Zubair Fabric Ltd” Philosophy is whatever needs to be done to make the customer
happy must occur, even at the expense of short-term profits. In the long term, this investment
will pay off with a fiercely loyal customer.
2.6.5 Branding Strategy
Currently many big big fabric buyers are buying fabric from Zaber & Zubair. They are known
and totally exporter corporate buyer. Also we are directly export fabric to many country. Its all
branding strategy that we are already popular in home and abroad in fabric sector.
2.6.6 Competitive Advantages



Customer preferences matters in Zaber & Zubair..
We use the good quality yarn for making the fabric.
Customers can customize their variety order in many quality as like they want.
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Marketing Strategy of Beshi Joss Drums
Chapter-3
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Marketing Strategy of Beshi Joss Drums
3. Conclusion:
We should study marketing because in our personal life, we all use selling techniques in our
marketing analysis process. Although I like marketing that’s why I take it as my major subject.
In my internship program, I found marketing is really a interesting job. If we want to work in
business, we need to know about marketing because marketing people play a vital role in the
welfare of an organization. Marketing job is really interesting because of the variety of people
encountered and activities undertaken.
In addition, marketing offers opportunities for financial rewards and promotions. Marketing
people engage in a wide range of activities including providing information of products and
services to customers and employees as well. Most of us are not aware of many of these
activities because the salespeople we meet most frequently work in retail stores. However, the
most exciting, rewarding and challenging sales position involve building partnerships: long term,
win-win relationship with customers. Today, Zaber & Zubair has sold many quality product not
only in Bangladesh but also in USA, Russia, Canada, India, China and other countries. Working
in” Zaber & Zubair Fabrics Ltd” I found the value of Marketing.
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