Marketing Mix

To promote and export products to new target markets like Brazil, South Africa, and Turkey
Ananda Shipyard requires some set of actions, or tactics, that the company can use to promote
their brand or product in those markets ( The Economic Times, 2021). After the Market
Segmentation process, Ananda Shipyard can use the 4Ps - Price, Product, Promotion, and Place
to form a proper marketing mix for their products but first, they need to analyze all their current
products to evaluate and form a proper marketing mix for those products for Brazil, South
Africa, and Turkey markets.

Product
From national government, private organizations to foreign government and international
shipping companies, Ananda Shipyard has successfully executed orders for 389 units of
watercraft as of December 31, 2015, and the yard is currently making 112th class vessel ("Product
– Ananda Shipyard & Slipways Limited", 2021).

The main products of Ananda Shipyard include-

Main Products
Fast Patrol Craft Container Vessel
Oil Tanker Dredging Barge
Tourist Ship Landing Craft
Ro-Ro-Ferry Supply Barge
Tug Gangway Pontoon
Shallow Draft Tanker Passenger Vessel
Dry Cargo Vessel Al Speed Boat
Deck Loading Barge Al Pleasure Boat
Crane Boat Al Hydrographic Boat
Table: Main products of Ananda Shipbuilders

Source: www.anandashipyard.com

Additionally, Ananda Shipyard also building some special vessels and ships like 2900 DWT,
6100 DWT, 5500 DWT, 7250 DWT Timber boats which they will export to Denmark,
Mozambique, Maldives, and Germany. By using a proper marketing mix Ananda Shipyard can
also promote and export these products to Brazil, South Africa, and Turkey.
Adaptation
Ananda Shipyard needs to modify its existing products and make them suitable for Brazilian,
South African and turkey’s markets as demand for ships and vessel varies in these target markets
("The South African Naval Shipbuilding Industry: An Overview - Second Line of Defense", 2021) . For
example, Brazil highly relies on Freight Transport and Shipping, South Africa has a high
demand for Naval Vessels and Turkey also has a huge demand for transport ships and vessels for
their black sea. Ananda shipbuilders need to modify their ships to match those demands.

Brand name
A brand name can have a significant impression on different countries and sometimes those
brand names might need a proper translation or modification according to the country's culture
and other factors. Fortunately, Ananda Shipyards has built their brands thoughtfully and their
current products and brands include-

1. TUG Boat: BIWTA

2. WES GRAIN: 5500 DWT Multipurpose Cargo Vessel
3. M First Patrol Boat
4. STELLA MARIS: 2900 DWT Multipurpose Container Vessel
5. ENZIAN: 6100 DWT Multipurpose Container Vessel.

These are becoming popular in Germany, Denmark, Mozambique, and the Maldives and they
can also be properly transitioned to the Brazilian, South African, and Turkeys market.

Features
Ananda Shipyard needs to ensure features that match Brazilian, South African, and Turkey's
demands. For example, Brazil’s ships are involved in coastal trade and they have demand for
ships that have special features that help them to carry out multiple shipments. On the other
hand, South Africa has a high demand for Naval ships that are good for naval battles. And
Ananda shipbuilders should provide these features to capture demands on these markets.

Packaging
Generally, the typical packaging system doesn’t work in Ship and vessel products. Ships and
vessels are delivered through the waterway by driving them. Ananda Shipyard can package their
ships and vessels with Bangladeshi and Brazilian, South African, and Turkey's flag.
Service
Ananda Shipyard must focus on the service that their product will provide to their target markets.
Ananda Shipyards must ensure a minimum level of quality and performance of their ships and
vessels otherwise even the best match of the other components of the marketing mix won't do
any good.

Warranty
Ships are generally provided with insurance for any kind of damage. Ananda shipyard can
provide insurance for their products when exporting them to Brazil, South Africa, and Turkey
which will provide a better warranty for their products.

Style
Product style can have a dramatic impression, especially in the ship building industry. Brazil
emphasizes more on features than style but south Africa and Turkey prefer some specific style in
terms of using vessels. Ananda Shipyard must match its product style according to those
demands.

Standards
Brazil, South Africa, Turkey all have their specific quality, health, and performance standards
regarding ships and vessels. For example, Brazil does not allow any vessels that don’t maintain
health standards and do not have a proper wastage control system and sanitary system (Industry &
Shipping, 2021). Turkey follows almost the same standards as Brazil. South Africa on the other
hand provides greater concerns toward performance standards for their Naval vessels. Ananda
Shipyard must maintain these standards to capture those target market demands.

Price
The price of a ship depends on the cost of production, the targeted market, and the demand. But
Ananda Shipbuilding Corporation should set the price so reasonable until they can gain
reliability in the international market. Once they gain the trust, they can set the price according to
their choice.

Credit
Ananda Shipbuilding Corporation can give credit facility to its targeted market- South Africa,
Brazil, Turkey. As the total price of ship is huge. The company can provide ships with credit. As
a result, the clients who are suffering from a lack of money can buy ships in credit ("Brazil -
Shipping", 2021). But the height amount of credit amount should not exceed eighty percent of the
cost of the shipbuilding contract. The company can promote the company along with their credit
facility.

Discount
To grab the market Ananda Shipbuilding Corporation can reduce the regular price or provide
some discount for some of its ships. As a result, it will work as an advertisement and at the same
time, the sale amount will increase. After some time, the company does not need to provide any
discount or reduction of price, if it can maintain its quality.

Promotion
Promotion means the coordination of all seller-initiated efforts to line up channels of knowledge
and persuasion to sell goods and services or promote a thought. While implicit communication
occurs through the assorted elements of the marketing mix, most of an organization’s
communication with the marketplace takes place in a very carefully planned and controlled
promotion program. The essential tools will not accomplish an organization’s communication
objectives often brought up because of the promotional mix and include:

1. Advertising
2. Personal Selling
3. Media
4. Message
5. Sales Promotion

Mainly, Ananda Ship Building Company do their activities regarding selling their products by
link. But during this today’s technological world every company must adopt the new system of
promoting their product because it will reduce the price and time for the corporate and also it
will help the corporate to grasp the various needs of the shoppers and then they will provide
unique services too. Nowadays, it is important to determine all the weather of the promotional
mix should be strategically integrated instead of having them operate autonomously as by
coordination. The marketing communication efforts of Ananda Ship Building Company can take
a plus of synergy among the promotional tools and develop a powerful integrated marketing
communication program. The most effective practice of those promotional tools for the corporate
are describing below:

Advertising
It means any paid variety of non-personal presentation and promotion of ideas, or services by an
identified sponsor. The Ananda Ship Building Company can use advertising tools effectively for
targeting the mass consumer market. It can reach masses of geographically dispersed buyers at a
low cost per exposure; it also enables the vendor to repeat a message anytime ("Brand Strategy - A
Step by Step Guide on How to Develop Your Brand", 2021) . The Ananda Ship Building Company can
enhance their shipping image within the eyes of the community than TV advertising might be an
efficient tool. Besides, talking a couple of usual target segment of a shipbuilding company like
Ananda Ship Building Company then printed ads within the column of the financial magazines
like- The Daily Star, The Financial Express, etc. is considered as effective. Further added
Ananda Ship Building Company can run advertising programs to expand their business by
selling their product like- tourist ship, container vessel, passenger vessel in Brazil, South
Africa, and Turkey. Because these countries have, several seaports which use for various
purposes. The country people of these countries are more socialistic. They often read and prefer
printed media and they watch various types of TV shows, which means they have many viewing
habits. Therefore, Ananda Ship Building Company can promote their products by giving
advertisements on those countries’ TV channel, which will help the organization to expand their
business.

Personal Selling
It is one of the oldest variety of promotions and simplest tools at specific stages of the buying
process, particularly in increase buyer’s preferences, convictions, and actions. It is supported on
one to 1 communication, where one party (e.g., salesperson) uses his skills and techniques for
building personal relationships with another party, which ends up in both parties obtaining value.
The Ananda Ship Building Company must access personal selling activities efficiently because it
always involves immediate feedback. As a result, the customer’s reaction is assessed on spot
after the presentation where the salesperson has the choice to change the message if the feedback
is unfavorable because the personal selling is commonly expensive, it should be targeted at the
customer with high profitability towards the shipping and vessel industry. Therefore, Ananda
Ship Building Company should implement this idea through their dedicated sales department for
his or her profitable key clients and global accounts. Brazil, Turkey, and South Africa remain
the more profitable business location for the Ananda Ship Building Company to sell their
product. Obtaining a personal selling method can help the company to establish a successful
attempt of doing business in these countries. The biggest market for the Ananda Ship Building
Company is Brazil, Turkey, and South Africa because these countries have a great demand for
the shipping product to meet up the needs of the shipping business. The company can arrange
local offices in these countries and by providing training to the salesperson in that particular
country can help the company to sell their product effectively. Because these promotion method
remains very effective as sale person can interact directly with the clients or distributors on spot
and can easily provide all the information quickly.

Sales Promotion
It is a component of the promotion mix that gives extra value or incentives to push a rise in sales
of the service like price deals, discounts, gifts to customers which are initiatives not covered by
the opposite elements of the marketing communication or the promotional mix. The Ananda Ship
Building Company can make its commercial activities creative and original as marketers come
up with new ideas daily. They will do various commercial activities like- Branded New Year’s
calendar, Loyalty programs, reward systems, etc. They will also promote free samples as an
example of their product and buy one get one free form of advertisement, which do not apply to
the industry. The corporate can increase the sales of the merchandise by using this best
supplementary element to other more sustainable promotional activities. Countries like Brazil,
Turkey, and South Africa have numerous opportunities for marketing and selling consumer
and business-to-business products in multiple sectors and multiple industries. Ananda Ship
Building Company can do various types of sales promotion activates to attract the distributors of
these countries. Therefore, by taking this promotion mix into account, Ananda Ship Building
Company can build strong relationships with the distributors of these countries.

Media
It is a marketing communication tool where the corporate directly communicates with its target
shippers or customers reaching to generate a direct positive response or sales transactions. It
attempts to send its messages on to consumers without the utilization of intervening media. It
evolved and proved as a really useful and important tool to be an element of the integrated
marketing communication approach of any company. It includes direction, direct selling through
unsolicited mail, Internet, e-mail, and telemarketing. In the shipping industry, the Ananda Ship
Building Company can make efficient use of this promotional activity, because it is incredibly
much evolving among the leading shipping industry (Nakra, 2021). Additionally, by applying this
promotional mix the corporate can remain successful by targeting a giant market segment such as
South Africa, Brazil, Turkey, etc. through direct sales, telemarketing, spam, and therefore the
internet. Media-based promotional activates are growing rapidly in these countries. The
distributors of these countries now prefer direct e-mail selling, internet marketing for buying
products from foreign companies. Ananda Ship Building Company can use this method as an
advantage to sell their product because there are various popular sites and online shopping
options available in these countries from where distributors order products, choose products, and
so on.

Message
By using this element of promotional mix companies share their message through existing
channels, most frequently the press by doing or sharing something newsworthy, which the
channel then shares with their audience. The message element includes marketing campaigns,
special events, and sponsorships. The Ananda Ship Building Company can get benefits by using
this promotional tool. After all, it is more cost-effective than other promotional mix elements
because it leverages existing brands and audiences. It is also important to a shipping industry to
take care of the company’s image or goodwill among the community and shippers epically
nowadays when it involves environmental issues and pollution. Using this promotion method
Ananda Ship Building Company can attract the distributors of Brazil, Turkey, and South
Africa. The company can generate publicity through press releases, special events, sponsorship.
Because the community activates of the people of these countries are very strong. Therefore, by
explaining themselves, and making green efforts through publicity, which is of high priority, the
Ananda Ship Building Company can bring good public attention.

To possess a good integrated marketing communication strategy, Ananda Ship Building

company should integrate and coordinate between all the above elements of the promotional mix
in consistency, keeping the brand identity, one positioning message, and consistent elements of
differentiation.

Distribution
Logistics
The company has to maintain both inbound logistics and outbound logistics. Both are equally
important. In inbound logistics, the company has to maintain a good connection especially with
all the suppliers of raw materials of ship, manufacturers, transporters. In outbound logistics, the
company also has to maintain good relation with the targeted countries. As the targeted countries
are South Africa, Brazil, and Turkey, the company has to maintain good communication with
them about the demand amount, time of shipping, credit amount, etc. Lack of communication
with any of them may hamper the whole structure of the company.

Channels
Ananda Shipbuilding Corporation can supply ships to their targeted courtiers; South Africa,
Brazil, and Turkey; from their factory or shipyard. They have to send ships from their local
shipyard until the open factory to the mentioned countries (Parvez, 2021). If the company does
not have to pay the shipping cost, it can supply from the local shipyard. But if the company has
to bear all the individual shipping costs, then the company can do foreign direct investment to
those countries. It can open factories to the countries. Initially, the company has to spend a huge
amount of money. But, it will in the longer period, it will bring benefit for the company. The
company does not have to pay the shipping cost in every shipment. At the same time, the
company can broaden itself by targeting the neighboring country of the invested countries.
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