Applications of marketing in Dayang Runner’s brand building

Abstract

Runner Automobiles Ltd (RAL) is a leading motorcycle manufacturing company in Bangladesh with a powerful combination of skills and resources to provide a platform for delivering strong growth in today’s rapidly changing transportation demand. RAL has a wide range, total fourteen different motorcycles form 50CC motorcycle to 150CC motorcycle with three brands. Among them Dayang Runner is the most famous and older one. RAL is currently operating only in Bangladesh with 800 above working employees of all level from factory workers to Chairman. Till today, each and every business and brand of RAL have both push and pull in the market. Of which, Dayang Runner being the only brand of RAL, is enjoying leadership in motorcycle manufacturing and selling business. Hence, in this report I tried to analyze the applications of marketing in Dayang Runner’s brand building. First and foremost the key strength for Dayang Runner is its brand equity. Along with that, Dayang Runner is very careful in maintaining brand consciousness all through. Also, I have analyzed the products of Dayang Runner on BCG matrix. Later, I have conducted a thorough analysis on what branding laws they follow. By the end of the analysis, there is a thorough explanation on how Dayang Runner is creating an integrated marketing communication (IMC). After analyzing the brand building strategies, some revamp options have been recommended in this paper. Such as, focusing on people hiring in marketing or HR analysis of older employees, focus on above 100CC segment, strategy for brands etc.