Factors affecting derby’s brand equity in Kushtia territory

Abstract

British American Tobacco Bangladesh (BATB) is one of the largest multinational companies of the country and brings about two thirds of the revenue generated by the tobacco industry. Despite operating in a controversial industry, BATB has consistently promoted sustainable business while achieving milestones in multiple aspects. This report describes the learning and experience derived from working in BATB as a Global Graduate – Marketing. As for first three months, I have experienced world class Tobacco business while knowing details about Trade Marketing and Distribution in the Urban, Sub Urban and Rural Market. I wrote about the background of BATB, history and also the product they are offering to the customers. Then I gave small introduction of the Marketing department where I am working, talked about the dynamics of trade marketing and distribution and focused on a Brand’s Pack Upgrade Campaign. As a part of my learning in three months, I have also conducted a research to understand factors that are contributing in building Brand Equity in Kushtia Territory. In the research, I have done both primary and secondary data collection to come to the research conclusion.