Innovative Marketing Strategy of Multi-national Companies in Bangladesh: An Empirical Study.

Abstract

This study looks into the creative marketing techniques used by international corporations in Bangladesh. The study employs a mixed-methods approach to examine consumer perceptions and corporate strategies by surveying 100 marketing executives from five selected multinational corporations (Marico Bangladesh Limited, Unilever, Transcom Beverage Limited, Hemas Consumers Brands Private Limited, and Reckitt Benckiser) as well as 100 consumers. Localization, the efficacy of digital marketing, and customer engagement are all significantly correlated, according to quantitative data examined using descriptive and inferential statistics like regression and correlation. To identify important innovations and difficulties, theme analysis was performed on qualitative data obtained from open-ended questions. The results show that social media campaigns are the most used tactic, with a heavy emphasis on digital marketing in general, even if executives acknowledge the advantages of creative marketing in the FMCG industry. Facebook is the most popular digital platform, and most businesses use localized or partially localized worldwide marketing methods. Sales growth is a major metric for success, yet regulatory constraints and variations in consumer behavior are major obstacles. Correlation study reveals robust positive associations between localization and success, as well as between successful digital platforms and issues and localization. Regression research also shows that localization is highly influenced by successful digital platforms and corporate success, and that success is a key predictor of localization. With Facebook being the most popular digital engagement platform, consumer data indicates that social media advertisements and brand reputation are important factors influencing purchases. The study concludes that multinational brands in Bangladesh should prioritize affordability, localization, innovative marketing, and enhanced digital engagement for sustained market growth.

Key Words: Creative, Techniques, Customer, FMCG, Facebook, localization, predictor, Brand reputation, Multinational, affordability, digital, etc.

DOI: 10.7176/EJBM/17-4-05

Publication date: May 30^th 2025