Route to Market

Abstract

Arla, one of the most renowned nutrition company with a tagline of “close to nature” drives the company to provide the customer with the best testing and quality food choices in a wide range of dairy category. The actual meaning of Arla is morning which indicate fresh and natural. Arla is 4th largest dairy food producer in the world and operating for more than 130 years. Though People of Bangladesh consuming Dano since 1962 but ARLA foods started in 2014.It just a start of the company in Bangladesh. Within three years Arla foods obtained 25% market share and obtained 2nd position. Moreover, it won three best brand awards consecutively. Today Arla foods limited is strongly positioned in market to go though its policy of constant innovation and renovation, concentrating to its core competency and commitment to high quality, with the aim to provide the best quality milk product to different aged people in Bangladesh. Arla is committed to increase the nutrition level in Bangladesh. Arla foods limited started the Route to Market department for the overall development of sales force while reducing the cost. From the beginning, the RTM department has shown much potential and became a vital part of the company. When other company is going to third party for these kind of assistance, Arla started operating the department on their own. It ensures the easiness for the sales force and make sure that they are getting the reward that they deserve. RTM enables the company to reduce cost in unnecessary plans and steps. Though this report is not only about the route to market but also about the marketing strategies and the alignment of these two. I tried to correlate these two functions and tried to prove that it is possible to grow on a higher rate with a combined strategy. This reports also includes the ATL and BTL strategies so that the correlation can be proved. The study is divided into several parts including introduction, objective of studies, methodology of study, limitation of study, company overview and implementation part, finding of the study, recommendations and conclusion.