Marketing Activities of Crescent Leather Product Limited - Assignment Point
Marketing Activities of Crescent Leather Product Limited
Subject: Marketing | Topics:

Executive Summary

Crescent Leather Products Limited was established back in 1977. CLPL is a Bangladesh based, fast growing, well equipped tannery with wide range of cow, goat and buffalo crust/finished leather. Our business is, and always has been, dynamic and diversified. And our products are of the best quality available. It is an emerging leather goods manufacturer and exporter from Bangladesh, under the brand “Nodi”. They also offer modular range of services precisely tailored to the needs of each if our clients, emphasizing on the management of their brands. Services include product development and design, merchandising follow-up, quality control and shipping coordination. They are people of the fashion world. Their in-house design team is constantly coming up with new and innovative leather fashion designs which not only keep up with the latest trends, but also create new ones. They have spent our entire time in the leather fashion technology. Their experience is broad and our understanding of existing leather fashion trend is profound. Their number one priority is commitment to satisfy our customers’ needs, and we relish the challenges that initially arise in a typically fast moving leather fashion world. They produce raw hides to finished leather to finished products. Our main source of quality finished leather is Crescent Tanneries Ltd. They care for value for money, striving for technological development and research for quality product and better packaging.
Leather Industry developed in Bangladesh on a large-scale basis from the 1970s.

Leather ProductAbout 95% of leather and leather products of Bangladesh are marketed abroad, mostly in the form of crushed leather, finished leather, leather garments, and footwear. Most leather and leather goods go to Germany, Italy, France, Netherlands, Spain, Russia, Brazil, Japan, China, Singapore and Taiwan. Value addition in these exports averages 85% local and 15% foreign. About 100 modern tannery units are now in operation in the industry. These are located mostly in the Hazaribagh area of Dhaka city. In 1998, the sector exported 178 million sq ft of leather and earned $160 million. The country’s share in the world leather market is 2%. The export of finished products such as shoes, slippers, leather jackets, hand gloves, bags, purses, wallets, and belts also earn a sizeable amount of foreign exchange. Bangladesh intends to increase its range of leather products to penetrate new market segments.

The country is endowed with luxurious vegetation encouraging a large livestock population. The quality of the raw hide and skin is relatively good, as barbed wire fencing that damage the skins of animals is not used in the natural farms and fields. Black goatskin of kushtia is particularly noted for its fine grain structure and tensile strength. The tradition of humane care of domestic animals also contributes significantly to keeping the leather quality high.

About 40% of the supply of hide and skin comes from animals slaughtered during the annual Muslim festival of Eid-ul-Azha. In addition to daily consumption of meat, festivals, Muslim weddings, and other celebrations yield a substantial supply of hide and skin. The tanning industry got a big boost following the government decision to promote more value addition in exports. The installed capacity for crust leather production increased. At present, it is double the domestic supply of raw hide and skin. Investments are also good. They started their business in 2005. They wanted to start a new business with leather products. They use different technology of leather fashion to do this business. From 2005 they don’t have any local buyer. They always do business with outsiders and export their product to the outsider. “Marketing activities of Crescent Leather Product Limited” is the topic of this report. Crescent leather products limited company produce leather footwear and hand wear and then they export their products to different company of Italy, Japan, and Hong Kong etc.

Crescent tannery, an associate company, provides access to leather. Also can source any type finished leather. Cow, goat or sheep any other sources both local and imported freely and without any import duties. Bangladesh has 2% of global livestock population and a very big leather export business.

 Table of contents

ContentsPage No
Part 1

Introduction

v

Company profile

vi

Part 2

Introduction of the study

xii

Background of the study

xiii

Methodology

xiv

Objective of the study       xvi
Limitation of the study

xvii

Part 3

Buyers     xx
Product     xxi
Price     xvii
Promotion     xviii
Production System     xxxv
Packaging     Xxxvii
Distribution channel     xlii
Part 4
Suggestion     xliii
Part 5 
Conclusion     xliv
Bibliography     xlv
Appendix     xlvi
 

INTRODUCTION

Crescent tanneries limited were established in 1977, it is a Bangladesh based, fast growing, well equipped tannery with wide range of cow, goat and buffalo crust/finished leather. Their business is, and always has been, dynamic and diversified. And our products are of the best quality available.

Their mission statement: we promise on time delivery, best quality and competitive prices to our customers because of our high business ethics and commitment to excellence has emerged as a leader in the leather industry in Bangladesh. In their view, they must be strictly professional in conducting. Their business also means striving to set the highest standard in regard to the welfare of our employees and that of the community.
Our world is one of measured strategic management and a consistent desire to fulfill our customers’ needs of exceptional levels of quality leather. They hope that this site will be helpful to our valued customers and also promote our products to new markets.

Crescent factory:

It is an emerging leather goods manufacturer and exporter from Bangladesh, under the brand “Nodi”. We also offer modular range of services precisely tailored to the needs of each if our clients, emphasizing on the management of their brands. Services include product development and design, merchandising follow-up, quality control and shipping coordination. We are people of the fashion world. Our in-house design team is constantly coming up with new and innovative leather fashion designs which not only keep up with the latest trends, but also create new ones. We have spent our entire time in the leather fashion technology. Our experience is broad and our understanding of existing leather fashion trend is profound.

Company profile:

Name of the company: CRESCENT LEATHER PRODUCTA LIMITED (CLPL)

It is an emerging leather goods manufacturer and exporter from Bangladesh, under the brand “Nodi”. They also offer modular range of services precisely tailored to the needs of each if our clients, emphasizing on the management of their brands. Services include product development and design, merchandising follow-up, quality control and shipping coordination. They are people of the fashion world. Their in-house design team is constantly coming up with new and innovative leather fashion designs which not only keep up with the latest trends, but also create new ones. They have spent our entire time in the leather fashion technology. Their experience is broad and our understanding of existing leather fashion trend is profound. Their number one priority is commitment to satisfy our customers’ needs, and we relish the challenges that initially arise in a typically fast moving leather fashion world. They produce raw hides to finished leather to finished products. Our main source of quality finished leather is Crescent Tanneries Ltd. They care for value for money, striving for technological development and research for quality product and better packaging.

That is why Crescent-Nodi has based its production and marketing philosophy on four basic principles – quality, stability, efficiency and on time delivery.

Established in 1977, CLPL is a Bangladesh based, fast growing, well equipped tannery with wide range of cow, goat and buffalo crust/finished leather. Our business is, and always has been, dynamic and diversified. And our products are of the best quality available.
Their mission statement: we promise on time delivery, best quality and competitive prices to our customers because of our high business ethics and commitment to excellence, CLPL has emerged as a leader in the leather industry in Bangladesh. In our view, being strictly professional in conducting is our business, also means striving to set the highest standard in regard to the welfare of the community and that of our employee also for better operation.
Our world is one of measured strategic management and a consistent desire to fulfill our customers’ needs of exceptional levels of quality leather. We hope that this site will be helpful to our valued customers and also promote our products to new markets.

Year of Commencement of Business: 2005

They started their business in 2005. They wanted to start a new business with leather products. They use different technology of leather fashion to do this business. From 2005 they don’t have any local buyer. They always do business with outsiders and export their product to the outsider.

Type of company: Private limited company

Registered Office: 143. Hazaribag, Dhaka-1209

    Tel: 88 02 9663659

    Fax: 88 02 8625232

    Email: info@crescent-nodi.com

    Website: www.crescent-nodi.com

Factory: Aricha Road, Hemayetpur

              Savar, Dhaka

              Tel: 88 02 7743824-25

              Fax: 88 02 7743827

              Email: ed@crescent-nodi.com

Factory Location: Hemayetpur, about 20 km from central Dhaka on Dhaka- Aricha Highway

Floor space: Total 25000 Sq.Ft

Board of Directors:

  • Mr. Abdul kader

Chairman

  • Ms. Sultana Begum

Managing Director

  • Ms. Rezia Begum

Director

Management Team:

This team manages everything of the company like- product, price, communication, buyer relation etc.

  • Mr. Abdul Kader
  • Chairman
  • Ms. Sultana Begum
  • Managing Director
  • Ms. Rezia Begum
  • Director
  • Mr. Moshiur Rahman
  • Executive Director
  • Mr. Norul Islam
  • Generam Manager
  • Mr. Masudul Alam
  • Factory Manager
  • Mr. Kamruzzaman
  • APM (Production)
  • Mr. Dipu Islam
  • Head of HRM
  • Ms. Ruma Rahman
  • HRM

Contact Person:

Mr. Moshiur Rahman

Mobile: 01819 408544

Scope of the study:

The report contains a broad description and analysis of the overall marketing activities of crescent leather products limited. As Training and Development, process is an indispensable part of factory and in fact for any organizations allover the world. Marketing activities and Development process is used in a factory to increase the performance and efficiency of the individuals and the factory as a whole. Readers will find useful information about the overall marketing activities of crescent leather products limited which may be a vital learning regarding the marketing activities issues regarding factory.

Background of the study:

In order to complete my BBA program, I have to complete an internship as part of my BBA program under a crescent leather products limited. I need to submit a report on my internship to get a certificate from the University.. The duration of my internship program was three months. I had to work from 9:00 am to 5:00 pm, which gave me a very good idea about the environment of the factory. I tried my best to work with sincerity with the ‘Management Trainee’ and ‘marketing department’ to get a good understanding of the overall banking operations especially in the Consumer of the factory. From my internship, I have learnt many things about the people, services and background of crescent leather products limited i feel very proud to submit my internship report on ‘Marketing activities of crescent leather products limited.

Methodology:

Major part of data was collected through the secondary resource. It was not easy to collect primary data because the bank personnel’s were very busy and I had wait for long time to get a data from them. The secondary and primary resources are:

The primary sources of data and information:

Customers of the factory

Staffs of the factory

Observation during the total internship period.

Operational process.

Marketing activities with officials of crescent leather products limited.

The secondary sources of data and information:

Annual report of the crescent leather products limited

Web site of crescent leather products limited

Marketing books

Internet, Newspapers and magazines.

Objective of the study:

Broad objective:

To know the marketing activities of crescent leather products limited. How they do their marketing activities to do the business. How they sell their products to the foreign country. By using marketing activities how they increase their sells to the foreign company and increase the business.

Specific objective:

To know the overall of the factory.

How to do communicate with foreign buyers.

How to take order from foreign buyers.

Process to sell products.

Know how to promote their products.

Identify how they take order.

Identify how to do packaging.

Identify hoe to deliver their product.

Identify the distribution channel of the factory.

Identify how they do pricing.

Know how they produce product.

Identify the overall activities of the crescent leather products limited.

Limitation of the study:

Some parts of the data used in the report are given on an approximate basis due to factory  towards confidentiality. It also served as a major limitation.

Lack of required information, which is the main obstacle I have faced to prepare this report.

Difficult to collect the necessary information (sometimes difficult to realize the actual required information)

Time is always a constraint to prepare this report.

Lacking of practical skills

Having a lacking in required knowledge about different situation.

Another reason of insufficient information in this study is lack of information as the employees were busy.

Since I carried out such a study for the first time so experience is one of the main factors that constitute the limitation of the study.

Findings & Analysis

Types of Items

  • Men’s dress type, Causal
  • Lady’s Court/pump, Dress shoes
  • Lady’s Slippers
  • Lady’s and men’s boots
  • Lady’s and Men’s hand stitched moccasins
  • Leather bags
  • Leather wallets
  • Leather belts

Capacity:

1000 pairs per day

Machinery:

All imputed from Italy, Greece and Chaina from suppliers like Atom, Paff, Molina, Bianchi, Cerim, Alfameccanica, banf, Brusita, Olympic, Untamer, Golden Wheel etc.

Main Export Market:

  • Italy
  • Germany
  • Canada
  • Japan and
  • France.

Export Performance:

Export in 2008, USD 3.1 Million

List of Buyers:

Annabella s.p.a – Italy

Far East Acess Ltd – France-Hong Kong

Support Every Co. Ltd – Japan

Mother House Ltd – Japan

Thracia Japan L.L.C – Japan

These are the buyer list of crescent leather product ltd. They don’t have any local buyer. They sell their product to outsiders. They take order from outsiders and they produce the product and then they do export to these buyers.

They also take order from buying house. They take order from local buying house and also from foreign buying house. When they take order from buyers they do communication with the buyers. They also take order from buyers.

When they take any order, they must need different kind of materials from outsiders. Then they make a list of the materials to make the product. And they give order to the outsiders.

Most of the materials they get from Japan.

Foreign brand also give order through buying house. They give order to the buying house and then buying house offer crescent to make a product to show them that crescent can make the product or not. If they can make the similar product they give order of the products. Then crescent find which materials they need and how much they need to make this order.

Crescent leather products limited always take order from these lists of the companies under different brand. They don’t take any order from local brand. Most of the time they take order from buying houses, which may be local or foreign buying house. If they take order from the buying house then the buyer of the buying house take the risk of the company. If there will be any mistake then they have to answer for the mistake.

Production lines:

There are total six lines for production. Three lines for foot wear and other three lines for hand wear. These are;

Cutting line:

Everything related cutting of the products happen by this line. They have cutter machine. And they have different size of the cutter machine. They have also different shape of the cutter machine. For the front size they have different shape and for the back side also they have different shape. For every part of the product they have differ cutter machine through which they can cut the leather and give it a shape and the size.

Closing line:

Through this line they switch the different part or they close the different part to give a shape. There are also different machines to close the parts. It depends on the foot wear or the hand wear that they need to switch it or close it through machine.

 Lasting line:

This line used for final finishing. After doing all activities they do color, brush, and clean the product through this line. Because before delivery of any order their quality controls manager always check the products. If they find any kind of mistake they reject the product. If the number of the rejected product is more than 7 then most of the time they reject the order. Then it may create a big problem for the company. So to do a successful delivery they have to be very careful and make every product very carefully. Through this line they always try to give the order without any mistakes. Through this lasting line they try to cover the mistakes of the product. If crescent can give any order without any mistakes then the buyer will be happy and they also can order again from crescent. So its very important to give a perfect finishing.

Human Resources:

For footwear they have 18 employees.

For hand wear they have 9 employees.

Approximately 320 workers

80% female worker

20% male worker

All are professionally managed.

Crescent tannery, an associate company, provides access to leather. Also can source any type finished leather. Cow, goat or sheep from any other sources both local and imported freely and without any import duties. Bangladesh has 2% of global livestock population and a very big leather export business.

Can import any required shoe components from any where duty free for re-export.

In-house manufacture of insoles, counters, toes stiffeners.

In-house manufacture of leather outsoles and TPR, PVC two color unit molded soles.

In-house sample and product development team.

Diesel generators for back up power.

No duty or quota for imports of Bangladesh leather products to Japan, EEC, Korea, North America.

GSP form is available.

Established in 2005, Crescent leather products limited is one of the leading leather product manufacturers of Bangladesh.

Since inception, crescent leather products limited has been actively contributing to national economy by way of effective utilization of resources, using raw materials, production and marketing high quality products at the most competitive prices and creating employment opportunities.

Most of crescent leather product limited leather is supplied from its own ‘Crescent Tannery ltd’; this helps CLPL a lot in maintaining their product quality with most competitive price.

Crescent leather products limited produce all kinds of leather footwear like men’s and ladies shoe, boot and sandal; All kind of leather hand wear like bag, wallet, belt etc. This is a 100% export oriented company. CLPL is committed to maintain uncompromising quality in the production.

The linkages to employment and better standard of living are immediate. By providing employment opportunities to a large number people directly and indirectly, CLPL helps in

Generation of income which, in turn, would Assisi in improvement of the quality of life of people in terms of nutrition, literacy, standard of living and physical and social environment.

“Marketing activities of Crescent Leather Product Limited” is the topic of this report. Crescent leather products limited company produce leather footwear and hand wear and then they export their products to different company of Italy, Japan, and Hong Kong etc. Most of the work of this company is marketing related. This industry use leather and produces leather footwear and hand wear and then export them to foreign company. They don’t have any local buyers. The entire buyers are foreign company or foreign buyers. At first they take order from foreign company.

It is an emerging leather goods manufacturer and exporter from Bangladesh, under the brand “Nodi”. They also offer modular range of services precisely tailored to the needs of each if our clients, emphasizing on the management of their brands. Services include product development and design, merchandising follow-up, quality control and shipping coordination. They are people of the fashion world. Their in-house design team is constantly coming up with new and innovative leather fashion designs which not only keep up with the latest trends, but also create new ones. They have spent our entire time in the leather fashion technology. Their experience is broad and our understanding of existing leather fashion trend is profound. Their number one priority is commitment to satisfy our customers’ needs, and we relish the challenges that initially arise in a typically fast moving leather fashion world. They produce raw hides to finished leather to finished products. Our main source of quality finished leather is Crescent Tanneries Ltd. They care for value for money, striving for technological development and research for quality product and better packaging.

When CLPL take any order from foreign company at they have to make a same product to show then that CLPL can fulfill their demand. And if they can make the same product then foreign company give order and give an amount that how much product they need. After this CLPL find out that what kind of materials they need to make this order. To produce the product CLPL collect the materials from both local and foreign market. If they can’t get any material from local market they order it to the foreign market. CLPL collect their materials from Japan most of the time.

Product:

CLPL produce two types of products. These are footwear and hand wear. Their products are:

Shoes (men’s and lady’s)

Bag

Sandal

Wallet

Key bag, Key pouch

Passport holder

Jewelry box

Belt

Organizer

Card holder

They also produce leather photo frame, coin box, mobile cove, cd or DVD holder etc.

Price:

Pricing strategies are a sometimes-overlooked part of the marketing mix. They can have a large impact on profit, so should be given the same consideration as promotion and advertising strategies. A higher or lower price can dramatically change both gross margins and sales volume. This indirectly affects other expenses by reducing storage costs, for example, or creating opportunities for volume discounts with suppliers.

Other factors also determine your optimal pricing strategy. Consider the five forces that influence other business decisions: your competitors, your suppliers, the availability of substitute products, and your customers. Positioning how you want to be perceived by your target audience is also a consideration. Price a premium item too low, for example, and customers will not believe the quality is good enough. Conversely, put too high a selling price on value lines and customers will purchase competitors’ lower-price items.

 Different types of pricing:

An organization can adopt a number of pricing strategies. The pricing strategies are based much on what objectives the company has set itself to achieve.

Penetration pricing:

Where the organization sets a low price to increase sales and market share, it is the pricing technique of setting a relatively low initial entry price, often lower than the eventual market price, to attract new customers. The strategy works on the expectation that customers will switch to the new brand because of the lower price. Penetration pricing is most commonly associated with a marketing objective of increasing market share or sales volume, rather than to make profit in the short term.

 Skimming pricing:

The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer.

Competitive pricing:

Setting a price in comparison with competitors. Use competitors’ retail (or wholesale) prices as a benchmark for your own prices. Price slightly below, above or the same as your competitors, depending on your positioning strategies. Note you must collect competitor pricing information by observation rather than by asking them.

 Product line pricing:

Pricing different products within the same product range at different price points. An example would be a video manufacturer offering different video recorders with different features at different prices. The greater the features and the benefit obtained the greater the consumer will pay. This form of price discrimination assists the company in maximizing turnover and profits.

 Bundle pricing:

The organization bundles a group of products at a reduced price. Other ways to reward people for larger purchases are through quantity discounts or bundling. Set the per-unit price lower when the customer purchases a quantity of five instead of one, for example. Alternately, charge less when the customer purchases a bundle or several related items at one time. Bundle overstocks with popular items to avoid a closeout. Or, bundle established items with a new product to help build awareness.

 Psychological pricing:

This approach is used when the marketer wants the consumer to respond on an emotional, rather than rational basis. For example ‘price point perspective’ 99 cents not one dollar.

Premium pricing:

The price set is high to reflect the exclusiveness of the product. An example of products using this strategy would be Harrods, first class airline services, Porsche etc.

 Optional pricing:

The organization sells optional extras along with the product to maximize its turnover. This strategy is used commonly within the car industry.

Crescent leather products limited use product line pricing strategy for their company. At first they see that how much they have to spend for any product. Then they offer their price to the foreign company. There is no particular pricing strategy for this company. It depends on the product. How much they are spending to produce one product they offer their price. Then if the foreign buyers accept CLPL’s offer, then they accepts the order and after that they starting produce the product. The greater the features and the benefit obtained the greater the consumer will pay.

Crescent also offer their price to the foreign company depend on their product quality. How much they for 1 pair shoe or 1 bag. After this they can find out that how much they need to spend for the number of order. To make a good quality product they must need to spend much. The company always tries to give a good quality product and always want to meet foreign companies want so that they can make foreign buyer happy and can keep a good impression in foreign buyers mind.

That’s why Crescent leather products limited use product line pricing strategy through which they can offer their price based on the production price. To use a product line pricing strategy we will need to keep track of each product’s life cycle stage, how inter-dependent the products are when you estimate a product will leave the line, when a new product is scheduled to enter the line, and how the products in the line complement each other. All of these product line elements will affect your product line pricing strategy.

Product lining is the marketing strategy of offering for sale several related products. Unlike product bundling, where several products are combined into one, lining involves offering several related products individually. A line can comprise related products of various sizes, types, colors, qualities, or prices. Line depth refers to the number of product variants in a line. Line consistency refers to how closely relate the products that make up the line are. Line vulnerability refers to the percentage of sales or profits that are derived from only a few products in the line.

So we can tell that crescent leather products limited use product line pricing strategy to do their pricing strategy. Their price will be high if the production cost will be high and the quality is very good. And the price will be low if they need less money to produce the product and the quality will be normal. So the price of crescents product depend on the product line. Like- the production cost, the quality of the product and how the products in the line complement each other.

 Place:

GSP (Generalized special preference) benefited countries:

North America, EU Nations, Japan, Far East Countries. In addition, starting from the year 2006, we will receive the same rights to export to China.

Buyers from all of the above mentioned countries will get duty free access to their respective country.

Thy also have different buyers in different places. These are:

  • Italy
  • Germany
  • Canada
  • Japan
  • France

The buyers are:

Annabella s.p.a – Italy

Far East Acess Ltd – France-Hong Kong

Support Every Co. Ltd – Japan

Mother House Ltd – Japan

Thracia Japan L.L.C – Japan

The places where Crescent exports their product are:

Italy

Germany

France

Japan

Canada

These are the places where crescent do their business. They don’t have any local place to do business. All they do their product export to foreign country. They also have a show room in Hong Kong. The address is:

Hong Kong office:

CrescentLeather Products Ltd
Room 1108, 11/F, HSH Mongkok Plaza
794-802, Nathan Road, Prince Edward
Kowloon, Hong Kong. (MTR Exit:”A”)
Tel: (852) 2779 1399
Fax: (852) 2728 4999
Cell: (852) 9416 4999 (Michael Fung)
E-mail: mike@crescent-nodi.com
Web : www.crescent-nodi.com

Bangladesh factory:

Crescent Leather Products Ltd
Singgayer Road, Hemayetpur, Saver
Dhaka, Bangladesh
Tel: (880) 2-9663659
Fax: (880) 2-8625232
Cell: 0171-537792, 0152-404967
E-mail: info@crescent-nodi.com

Promotion:

Crescent doesn’t use ant advertisement to promote their products. Because they don’t have any local markets. So they don’t need to use any advertisement. To promote their product they open their stall on different business fair. Through different business fair they introduce their product to different country. Crescent leather products limited participated in different business fair. Like:

Hong Kong business fair

Italy business fair

Japan business fair

Canada business fair

France business fair

China business fair

These are the business fair through which they promote their business. They show their product to the buyers. If any buyers like their product then they give order to crescent and crescent make products for then and export them. They use gallery to promote their product. Like:

Production system:

Bangladesh is capable of producing 180 million square feet of leather per year. The Bangladeshi leather remains one of quality. There exist a number of leather industries in Bangladesh far above the standard of cottage industry. More than 80% of the country’s annual production is exported throughout the world. The products manufactured can either be finished or semi-finished such as gloves, sports shoes, bags/accessories, suitcases etc.

The country counts on 25 shoe industries being able to produce in large quantity and another 2500 small units throughout the country.

The local leather industries export their products to 53 countries across the world, and the declared profits in 2002-2003 were $230 million.

Crescent leather products limited use different machine to make the leather for the products. They have their workers to make the leather perfect for the products.

Production lines:

There are total six lines for production. Three lines for foot wear and other three lines for hand wear. These are;

Cutting line:

Everything related cutting of the products happen by this line. They have cutter machine. And they have different size of the cutter machine. They have also different shape of the cutter machine. For the front size they have different shape and for the back side also they have different shape. For every part of the product they have differ cutter machine through which they can cut the leather and give it a shape and the size.

Closing line:

Through this line they switch the different part or they close the different part to give a shape. There are also different machines to close the parts. It depends on the foot wear or the hand wear that they need to switch it or close it through machine.

 Lasting line:

This line used for final finishing. After doing all activities they do color, brush, and clean the product through this line. Because before delivery of any order their quality controls manager always check the products. If they find any kind of mistake they reject the product. If the number of the rejected product is more than 7 then most of the time they reject the order. Then it may create a big problem for the company. So to do a successful delivery they have to be very careful and make every product very carefully. Through this line they always try to give the order without any mistakes. Through this lasting line they try to cover the mistakes of the product. If crescent can give any order without any mistakes then the buyer will be happy and they also can order again from crescent. So it’s very important to give a perfect finishing.

These machines are all imported from Italy.

In this way workers give leather a shaper or color to make the leather perfect to make the product for the buyers.

These machines are all imported from Italy.

Packaging:

Crescent exports their products to the foreign country. Different brands from different country import their products from crescent leather products limited. So they have their packaging system. The entire package they import from foreign country. The brands send their own packages with different size with cartoon. They send the cartoon with packages with name and size. And they also decide that how many packages will be delivering through one cartoon.

Crescent leather products limited deliver the products with this system. They divided the products with the size and color. Then they package them with same package size and color. All packages have their code number through which they can find the right product that they need.

Foreign buyers also give them a copy where they inform that how many products will be delivered in one cartoon. Crescent has to follow the direction of the buyer. Other wise they may cancel the order. So it is also a very important part to do packaging in a very right way.

Their number one priority is commitment to satisfy our customers’ needs, and we relish the challenges that initially arise in a typically fast moving leather fashion world. We produce raw hides to finished leather to finished products. Our main source of quality finished leather is Crescent Tanneries Ltd. We care for value for money, striving for technological development and research for quality product and better packaging.

That is why Crescent-Nodi have based its production and marketing philosophy on four basic principles – quality, stability, efficiency and on time delivery. That’s why crescent always follow the direction that given by the foreign buyer so that they can satisfy the buyers and take more order from the buyers.

And packaging is very important to attract customers. So customers always focus on the package. CLP deliver the products with this system. They divided the products with the size and color. Then they package them with same package size and color. All packages have their code number through which they can find the right product that they need. And they do this thing in a perfect way.

Distribution channel:

Crescent distribute their products different buying house or directly to the company. Their local buying house is:

 Prime Leather export

308, sohid jononi jahanara

Old elephant road

Dhaka-1205

Ph- +88-02-8628770

Mail: ple@dhaka.net

Distribution system:

Annabella s.p.a – Italy- Through prime limited buying house

Far East Acess Ltd – France-Hong Kong- Through prime limited buying house

Support Every Co. Ltd – Japan- Through prime limited buying house

Mother House Ltd – Japan- Individual buying house

Thracia Japan L.L.C – Japan- Individual buying house

 Suggestions

They need to promote their business in Bangladesh.

They need to do advertising to let know people about their products.

Crescent leather products limited need to make an agreement to the employees who receive training like employees cannot leave the organization within 6 months or 1 year of training. The reason is that it is found out in many cases that an employee immediately leave the organization after receiving the training which means both loss of money and time for the organization. Moreover, the employee will share his/her training learning to the new organization in order to benefit them can create a negative impact to the Training, most of the time should be done with the expert people. But often the factory uses their new employee to take the training class.

Factory need to maintain proper succession plan because after training & development this employee will help them to grow, develop and sell their product, help the factory to achieve the future goals. But employees can leave the bank any time for better opportunity. That’s why factory needs to maintain proper succession planning so that they can always keep the potential and talented people in their factory.

Conclusion

Leather Industry developed in Bangladesh on a large-scale basis from the 1970s. About 95% of leather and leather products of Bangladesh are marketed abroad, mostly in the form of crushed leather, finished leather, leather garments, and footwear. Most leather and leather goods go to Germany, Italy, France, Netherlands, Spain, Russia, Brazil, Japan, China, Singapore and Taiwan. Value addition in these exports averages 85% local and 15% foreign. About 100 modern tannery units are now in operation in the industry. These are located mostly in the Hazaribagh area of Dhaka city. In 1998, the sector exported 178 million sq ft of leather and earned $160 million. The country’s share in the world leather market is 2%. The export of finished products such as shoes, slippers, leather jackets, hand gloves, bags, purses, wallets, and belts also earn a sizeable amount of foreign exchange.
The country is endowed with luxurious vegetation encouraging a large livestock population. The quality of the raw hide and skin is relatively good, as barbed wire fencing that damage the skins of animals is not used in the natural farms and fields. Black goatskin of kushtia is particularly noted for its fine grain structure and tensile strength. The tradition of humane care of domestic animals also contributes significantly to keeping the leather quality high. About 40% of the supply of hide and skin comes from animals slaughtered during the annual Muslim festival of eid-ul-azha. In addition to daily consumption of meat, festivals, Muslim weddings, and other celebrations yield a substantial supply of hide and skin. The tanning industry got a big boost following the government decision to promote more value addition in exports. The installed capacity for crust leather production increased. At present, it is double the domestic supply of raw hide and skin. Investments are also good. They started their business in 2005. They wanted to start a new business with leather products. They use different technology of leather fashion to do this business. From 2005 they don’t have any local buyer. They always do business with outsiders and export their product to the outsider. “Marketing activities of Crescent Leather Product Limited” is the topic of this report. Crescent leather products limited company produce leather footwear and hand wear and then they export their products to different company of Italy, Japan, and Hong Kong etc.

Bibliography

[REF-1]

Principles of Marketing

Philip Kotler

Gary Armstrong

The 21 Indispensable Qualities of a Leader

John C. Maxwell

[REF-2]

Web site of Crescent leather products limited

Retrieved from www.crescent-nodi.com on 12th February

Retrieved from mike@crescent-nodi.com on 14th March

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