Application of 4Ps Model of McCarthy in the Marketing of the Eco-Friendly and Hygienic Brand-Bashundhara Tissue:Empirical Evidence from Bangladesh

Abstract

Purpose: The purposes of the study are to explore and to analyze the use or application of 4Ps model of McCarthy-product, price, place and promotion as controllable tactical marketing tools for the effective marketing of eco-friendly and hygienic brand like Bashundhara Tissue in Bangladesh, especially in Dhaka city. Design/Methodology/Approach: Exploratory research design has been used for the purpose of the study. Both primary and secondary data and information have been gathered and analyzed for the findings of the study. Primary data and information have been gathered using a semi-structured questionnaire from the face-to-face interviews with 50 consumers and 30 retailers of Bashundhara Tissue in Dhaka city selected through non-probability convenience sampling technique. Moreover, secondary data and information have been collected and analyzed from various articles published in refereed journals, published books, conference proceedings, published reports and websites. Findings: The study has found out that Bashundhara Paper Mills Limited uses different mixtures of 4Ps: product, price, place (distribution), promotion as controllable tactical marketing tools to target and position its different consumer segments creating brand loyalty to its eco-friendly and hygienic Bashundhara Tissue. The company should ensure the eco-friendly, hygiene and wellbeing of the consumers ensuring the highest quality of its brand, differentiate its pricing strategy, penetrate its brand into the rural markets with its business partners to boost up its market share, develop alternative channels of distribution (online distribution) and set up a research department to get feedback of the customers following customer-oriented marketing strategies. Practical Implications: The study has practical implications for the entrepreneurs, investors, policymakers, industry experts, media, and domain experts to discuss and create a unified voice for tissue paper production and marketing in Bangladesh. Originality/Value: The study will help to originate the value to both the tissue paper marketers and consumers if the effective and efficient mixtures of 4Ps can be utilized more rigorously for creating better brand loyalty of the segmented markets. As a result, eco-friendly and hygienic tissue paper marketers can incorporate the convenient 4Ps structure in order to provide an insight for the tissue paper industry to evaluate the effectiveness of their marketing strategies.