effectiveness of (imc) in creating brand awareness of aci foods limited

8/10/2019 Effectiveness of (Imc) in Creating Brand Awareness of Aci Foods Limited

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Effectiveness of Integrated Marketing Communication (IMC) Program

In Creating Brand Awareness

.

EFFECTIVENESS OF INTEGRATED MARKETING COMMUNICATION

(IMC) PROGRAM IN CREATING BRAND AWARENESS IN THE CONTEXTOF ACI FOODS LIMITED

by

Md. Mehedi Hasan Mollah

ID0830040

An Internship Report Presented in Partial Fulfillment

of the Requirements for the Degree

Bachelor of Business Administration

INDEPENDENT UNIVERSITY, BANGLADESHSeptember 2012


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EFFECTIVENESS OF INTEGRATED MARKETING COMMUNICATION

(IMC) PROGRAM IN CREATING BRAND AWARENESS IN THE CONTEXTOF ACI FOODS LIMITED

by

Md. Mehedi Hasan Mollah

ID0830040

has been approved

September, 2012

Mohammed Sohel Islam

Senior Lecturer

School of Business

INDEPENDENT UNIVERSITY, BANGLADESH


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Acknowledgement

The special thank goes to my helpful supervisor, Mohammed Sohel Islam, Senior Lecturer of

School of Business at Independent University, Bangladesh. The supervision and support that he

gave truly help the progression and smoothness of the internship program. The co-operation is

much indeed appreciated.

My grateful thanks also go to my supervisor Mohammed Atique Akbar, Senior Brand Manager

at ACI Foods Ltd. A big contribution and hard worked from you during the twelve week is very

great indeed. All projects and assignments during the program would be nothing without the

enthusiasm and imagination from you. Besides, this internship program makes me realized the

value of working together as a team and as a new experience in working at a corporate

environment, which challenges me every minute. Not to forget, great appreciation goes to the

rest of ACI Foods and ACI Pure Flours staff that helped me from time to time during the

project. The whole program really brought us together to appreciate the true value of friendship

and respect of each other and it was a great pleasure to working with the team.

I would also like to thank my friends especially those who worked together as interns at ACI

Limited.

Last but not least I would like to thank the authorities of Independent University, Bangladesh and

ACI Limited, for their co-operations in completing my internship program.

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Executive Summary

ACI Foods Limited is engaged in manufacturing, marketing, and distribution of various branded

food products especially snacks and spices. This is totally marketing based company combined

with two different brands namely FUN & PURE. All the snacks products of ACI Foods Limited

manufactured under FUN brand and all the spices and daily food products manufactured under

the brand called PURE.

Integrated marketing communications or IMC is an approach to brand communications where

the different modes work together to create a seamless experience for the customer and are

presented with a similar tone and style that reinforces the brands core message. Its goal is to

make all aspects of marketing communication such as advertising, sales promotion, public

relations direct marketing, online communications and social media work together as a unified

force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.

IMC is becoming more significant in marketing practice because of the reduced cost

effectiveness of mass media and media fragmentation. As consumers spend more time online and

on mobile devices all exposures of the brand need to tie together so they are more likely to be

remembered. In case of ACI Foods Limited as they are continuously competing with other

popular Brand like Pran, Square and BD foods so it is mandatory to use IMC programs to create

a sustainable brand image that can be remembered by the consumers in other words creating

proper brand awareness. But as I worked in the company for three months I found that people are

not that aware about the brands of ACI Foods Limited. So this research should have to be done

on effectiveness of IMC program of ACI Foods Limited.

The main purpose the project was to find out the brand awareness of FUN and PURE among the

consumers. The main question was to find out whether the IMC launched by FUN effective or

not and is it better than PURE? The answer is definitely NO. Because maximum number of

respondents said that they havent heard the name of the brand FUN before this survey. Very few

people said that they are aware of the brand but they dont use it on a regular basis. Almost 3%

of people said that they use the brand on a regular basis. So, in terms of brand awareness the

IMC was a total failure. On the other hand all the respondents are aware about the PURE brand

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Table of Contents

References 52

Appendix 5365

S.N Topic Pages

1. Chapter-1: Company Overview 113

I. Introduction 1

II. Management 2

III. Mission, Vision & Policies 36

IV. SBUs & Subsidiaries 69

V. Organizational Structure 10

VI. Brief of Product Line 1113

2. Chapter-2: The Research 1423

I. Objective of the Study 14

II. Review of the Related Literature 1417

III. Statement of the Problem 1719

IV. Development of Conceptual Framework 19

V. Research Questions & Hypothesis 20

VI. Research Methodology 2123

VII. Scope and Delimitation of the Study 23

3. Chapter-3: Analysis and Interpretation of Data 2441

I. Interpretation of Questionnaire 1 2435

II. Interpretation of Questionnaire 2 3541

4. Chapter-4: Findings 4244

5. Chapter-5: Recommendations & Limitations 4546

I. Recommendations 4546

II. Limitations 46

6. Chapter-6: My Work Responsibilities at ACI Foods Limited 4750

I. My responsibilities 4749

II. Findings & Recommendations 50

7. Conclusion 51


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Chapter 1: Company Overview

1.1 Introduction:

In 1973, the UK based multinational pharmaceutical company, ICI plc, established a subsidiary

in Dhaka, known as ICI Bangladesh Manufacturers Limited. It was a listed public limited

company under Dhaka Stock Exchange. In 1992, ICI plc divested its share to local management,

and the company was renamed Advanced Chemical Industries (ACI) Limited. ACI inherited the

rich ICI culture of product quality, customer service and social responsibility and continues to

nurture. ACI is the first company in Bangladesh to obtain certification of ISO 9001 Quality

Management System in 1995. ACI is also the first Company in Bangladesh to get certification of

ISO 14001 Environmental Management System in 2000. ACI employees are proud of their work

culture, business ethics and environmental consciousness. What was primarily a Pharmaceutical

business in 1992 with a turnover of Tk.80 factoryion with stagnant growth, the new management

brought about fundamental changes in policies and has in year 2005 grown to over Tk. 3413.05

factoryion in turnover through diversified business interest including personal care products,

food products, animal health, agrochemicals and seeds in addition to gaining a strong position in

Pharmaceuticals. Currently ACI Limited has been awarded as number one local brand in

Bangladesh.

ACI Limited has diversified into four major strategic business divisions which include Health

Care, Consumer Brands, Agribusinesses and Retail Chain.

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1.2 Management Committee:

Dr. Arif Dowla Managing Director

Dr. F.H.Ansarey Executive Director, Agribusinesses

Mr. Syed Alamgir Executive Director, Consumer Brands

Mr. M. Mohibuz Zaman Chief Operating Officer, Pharmaceuticals

Mr. Muallem A. Choudhury Executive Director, Finance and Planning

Mr. Sabbir Hasan Nasir Executive Director, Logistics

Mr. Priyatosh Datta Director, Quality Assurance

Mr. Pradip Kar Chowdhury Financial Controller

Ms. Sheema Abed Rahman Director, Corporate Affairs

Mr. Abdus Sadeque Director, Marketing & Sales

Abdul Muyeed Chowdhury Director

Juned Ahmed Choudhury Director

Mr. Imam Ahmed Istiak General Manager, Operations

1.3 Board of Directors:

Mr. M Anis Ud Dowla Chairman

Mr. Arif Dowla Managing Director

Mrs. Najma Dowla Director

Mr. Waliur Rahman Bhuiyan Director

Mr. Md. Fayekuzzaman Director

Mr. Golam Mainuddin Director

Ms. Shusmita Anis Salam Director

Ms. Sheema Abed Rahman Director

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1.4 Mission

ACIs mission is to enrich the quality of life of people through responsible application of

knowledge, skills and technology. ACI is committed to the pursuit of excellence through world-

class products, innovative processes and empowered employees to provide the highest level of

satisfaction to its customers.

1.5 Vision

To realize the mission ACI will:

Endeavor to attain a position of leadership in each category of its businesses.

Attain a high level of productivity in all its operations through effective and efficient use

of resources, adoption of appropriate technology and alignment with our core

competencies.

Develop its employees by encouraging empowerment and rewarding innovation.

Promote an environment for learning and personal growth of its employees.

Provide products and services of high and consistent quality, ensuring value for money to

its customers.

Encourage and assist in the qualitative improvement of the services of its suppliers and

distributors.

Establish harmonious relationship with the community and promote greater

environmental responsibility within its sphere of influence.

1.6 Values

Quality

Customer Focus

Fairness

Transparency

Continuous Improvement

Innovation

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1.7 Core objectives

The management of ACI, a competent team of professionals, operates with a progressive attitude

to provide effective solutions to satisfy the customers needs,through its products and services of

uncompromising quality.

1.8 Strategies

ACI follows International Standards on Quality Management System to ensure consistent quality

of products and services to achieve customer satisfaction. ACI also meets all national regulatory

requirements relating to its current businesses and ensures that Current Good Manufacturing

Practices (CGMP) as recommended by World Health Organization is followed for its

pharmaceutical operations.

1.9 Quality Policy

ACI's mission is to achieve business excellence through quality by understanding, accepting,

meeting and exceeding customer expectations.

ACI follows International Standards on Quality Management System to ensure consistent quality

of products and services to achieve customer satisfaction. ACI also meets all national regulatory

requirements relating to its current businesses and ensures that current Good ManufacturingPractices (cGMP) as recommended by World Health Organization is followed for its

pharmaceutical operations.

The management of ACI commits itself to quality as the prime consideration in all its business

decisions. All employees of ACI must follow documented procedures to ensure compliance with

quality standards.

The pool of human resources of the company will be developed to their full potential andharnessed through regular training and their participation in seeking continuous improvement o

work methods.

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1.10 Global Compact Endorsement

The ACI group has consistently demonstrated its commitment towards its employees and the

environment over the years. It has been recognized as the practitioner and promoter of socially

responsible business behaviour.

To take this commitment even further, ACI has endorsed the Principles of Global Compact on

August 18, 2003. The Global Compact is a remarkable initiative sponsored by the United

Nations Secretary General Koffi Annan. It is based on a very simple notion: whether or not

required by law, corporations should enforce basic human rights and accepted labour and

environmental standards in all their business activities, to counterbalance possible negative

effects of globalization.

The compact calls on companies to embrace the ten universal principles in the key areas of

human rights, labour standards and the environment.

1.11 Principles:

1.11.1 Human Rights

To support and respect International Human Rights within the company's sphere of

influence.

To make sure that their own corporations are not complicit with Human Rights Violation.

1.11.2 Labour

To end discrimination in the workplace.

Abolition of child labour.

The right to collective bargaining and recognition of freedom of association.

To eliminate the use of forced and compulsory labour.

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1.11.3 Environment

To support a precautionary approach to environmental challenges.

To undertake initiative to promote greater environmental responsibility.

To encourage the diffusion of environmentally friendly technology.

1.11.4 Anti-Corruption

To work against all forms of corruption, including extortion and bribery.

ACI pledges to keep all its employees, customers, shareholders and suppliers regularly informed

about the compact and the companys initiatives to uphold the principles

1.12 Strategic Business Units:

Pharmaceuticals

Consumer Brands & Commodity Products

Agribusinesses:

o Crop Care Public Health

o Livestock & Fisherieso Fertilizer

o Cropex

o Seeds

1.13 ACI has the following subsidiaries:

ACI Formulations Ltd.

ACI Agrochemicals Apex Leathercrafts Limited

ACI Salt Limited

ACI Pure Flour Limited

ACI Foods Limited

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Premiaflex Plastics Limited

Creative Communication Limited

ACI Motors Limited

ACI Logistics Limited

1.14 Joint Ventures:

ACI Godrej Agrovet Private Limited

Tetley ACI (Bangladesh) Limited

Asian Consumer Care (Pvt) Limited

1.15 Pharmaceuticals:

ACI carries the legacy of ICI- world renowned British Multinational in providing the people of

Bangladesh with quality medicines and healthcare products. Its state-of-the art pharmaceutical

plant represents Bangladesh's quest for a truly world class manufacturing facility. ACI's rich

heritage leads to innovative and higher value added formulations.

The comprehensive product range of ACI pharmaceuticals include products from all major

therapeutic classes and in various dosage forms like tablet, capsule, dry powder, liquid, cream,

gel, ointment, ophthalmic and injectable. ACI Pharma also has state of the art plant on Novel

Drug Delivery System (NDDS). It produces world class Modified Release drug and medicine to

cater the requirement of pharmaceutical manufacturer of domestic and international market.

It exports high quality pharmaceuticals to a good number of countries of Asia, Africa & South

America.

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1.16 Consumer Brands & Commodity Products:

The Consumer Brands Division boasts in having an unequivocal presence in consumers' heart

with the market leading brands like ACI Aerosol, ACI Mosquito Coil, Savlon. These are the

persistent performers in keeping the household clean and free from germs and harmful insects.

The necessity of pure food in the minds of Bangladeshi consumers especially in the commodity

food business has pushed ACI to fill up the market gap by producing commodity products such

as Salt, Flour and Spices. Now the customers of Bangladesh are ensured with 100% pure Salt,

Spices products and Wheat products under the brand name of "ACI Pure".

ACI also represents the world renowned product range of Colgate, Nivea, Tetley, Godrej &

Dabur in Bangladesh through distribution and forming joint ventures.

1.16 Agribusinesses:

ACI Agribusiness is the largest integrator in Bangladesh in Agriculture, Livestock and Fisheries

and deals with Crop Protection, Seed, Fertilizer, Agrimachineries, and Animal Health products.

These businesses have glorified presence in Bangladesh.

CC & PH supplies crop protection chemicals, Seed supplies Hybrid Rice, vegetable and Maize

seeds, Fertilizer Supplies Micronutrient and Foiler fertilizer, Agrimachineries supplies Tractors,

Power Tiller and Harvester and Animal Health supplies high quality Nutritional, Veterinary and

Poultry medicines and vaccines.

ACI Agribusiness is having strong partnership with national and international R & D companies,

universities and research institutions. Before introducing any product, it is elaborately tested in

the laboratory and farmers field.

ACI provides solution to the farmers through a large team of scientists & skilled professionals.

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1.17 ACI Pure Flour Limited:

ACI Pure Flour Ltd is the largest flour producing company in Bangladesh delivering cleanest,

healthiest and most hygienic flour by adopting state of the art technology. Coupled with double

digit growth and continuously producing pure product make 'Pure' brand a huge success & make

it a household product overnight. In a very short time 'Pure' is able to become consumers'

morning bell and snatched prestigious second position overtaking all other players in the market.

'Pure' flour is able to communicate to its consumers that ACI Pure is synonymous to Purity. Our

plant stands by the bank of Sitalaksha River with most advanced European technology coupling

with a well-equipped laboratory keeping in mind to provide the best quality flour to the

consumers.

1.18 ACI Foods Limited:

The necessity of pure food in the minds of Bangladesh consumers especially in the commodity

food business has pushed ACI to fill up the market demand by producing food products such as

spice, edible oil, snacks, confectionary etc. ACI is engaged in manufacturing, marketing, and

distribution of various branded food products and condiment. Now the customers of Bangladesh

are ensured with 100% pure food products under the brand name of 'Pure'. Within the very short

period of its entrance this brand has been enjoying second leading position in the market. Fun

Candy and Fun Chanachur produced from high quality imported raw materials with state of the

art technology have attained enormous popularity among the consumers. ACI Foods Ltd. is

focusing on improving the food habit of Bangladeshi Consumers through providing more ready

to cook products and ready to eat as well. ACI is also exporting its Pure Brand products to

Australia, UAE, Kuwait, Saudi Arabia, Bahrain, Qatar and many other countries to come into the

list. For details please click here ACI Foods Ltd.

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1.19 Organizational Structure of ACI Foods Limited

Figure: Organizational structure of ACI Foods Limited.

Executive Director

Business Director

Product Executive Product Executive

Marketing Manager

Senior Brand Manager

Intern

Brand Manager

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1.19 Brief of Product Line

ACI Foods Limited is basically the combination of two brands they are PURE and FUN.

1.19.1 FUN Products at a glance:

The entire ready to eat or snacks products of ACI foods limited are produced and marketed under

the brand name of Fun. Current products of fun are

1. Fun Chanachur

a) Fun Chanachur Classic

b) Fun Chanachur Hot & Spicy

c) Fun Chanachur Sweet & Sour

2. Fun Crackers:

a) Fun Crackers Magic Masala

b) Fun Crackers Magic Masala Green

c) Fun Crackers Magic Spicy Tomato

3. Fun Candy:

a) Fun Lychee Candy

b) Fun Lemon Candy

4. Fun Custard Cakes:

a) Fun Custard Cake Strawberry

b) Fun Custard Cake Chocolate

5. Fun Soft Cakes:

a) Fun Soft Cake Strawberry

b) Fun Soft Cake Vanilla

6. Fun Chutney:

a) Fun Mango Chutney

b) Fun Boroi Chutney

c) Fun Tamarind Chutney

d) Fun Mixed Fruit Chutney

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7. Fun Fried Peas

8. Fun Fried Dal

9. Fun Mango Bar

10.Peanuts with Spices (Regent Airways)

1.19.2 PURE Products at a glance:

1. Pure Spices:

a) Pure Powdered Chili

b) Pure Powdered Turmeric

c) Pure Powdered Coriander

d) Pure Powdered Cumin

2. Pure Garam Masala

3. Pure Meat Curry Masala

4. Pure Biriani Masala

5. Pure Halim Mix

6. Pure Kheer Mix

7. Pure Peajo Mix

8. Pure Borhani Mix

9. Pure Beson

10.Pure Mustard Oil

11.Pure Pickles:

a) Pure Mango Pickles

b)Pure Olive Pickles

c) Pure Mixed Fruit Pickles

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1.19.3 FUN Candy:

Fun Candy is the best selling product of FUN Brand. It is produced from high quality imported

and as well as local fresh raw materials with state of the art technology. To satisfy different

segment of consumer, fun candy is now available in two different variants Litchi and Lemon.

Both of these variants are highly appreciated by consumers specially kids. Fun candy is an easy

solution to make the kids happy. It is the most available product of Fun range.

Features & comparative advantage over competitor

1. Best Quality Comparable with any international brand.

2. Use of Fresh Litchi and Lemon flavor.

3. Unique combination of Color, Flavor, glossiness and taste.

4. Most Modern state of the art technology.

5. Backed up by high corporate image of ACI.

1.19.4 FUN Chanachur:

Fun Chanachur is the hottest consumer brand of ACI Foods ltd with its sizzling taste. This fresh

and crispy Snack is available now in spice flavor and wins the hearts of millions. Best quality

raw materials are used to produce Fun Chanachur by using modern quality control technology &

state-of-the-art machineries. The product is intended as a ready to eat snack food. Fun Chanachur

comes in three different flavors they are Classic, Spicy and Sweet and Sour.

Features & comparative advantage over competitor

1. Comparable with any national brand.

2. Unique combination of hotness and crispiness.

3. Sweet and Sour has the most unique taste and flavor in the market.

4. Backed up by high corporate image of ACI.

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Chapter 2:

2.1 Objective of the Study

Specific Objectives

Identify the relevant factors used by consumer to select ACIs FUN & PURE

products.

Identify what consumers expect the quality to be of FUN & PUREbrand and

their perception regarding FUN & PURE as well.

Identify the psychological characteristics of consumers that are likely to influence

purchasing.

Broad Objective

The objective of this study is to determine an appropriate positioning for ACI FUN

brand. ACI Consumer Brands is a leading Fast Moving Consumer Goods (FMCG)

company in Bangladesh. So, FUN brand should sustain the reputation of ACI consumer

goods and have a contribution to the organizational goal of ACI Ltd. The whole project

will focus on suggesting an appropriate positioning of FUN brand.

2.2 Review of the Related Literature

Integrated Marketing Communications is a simple concept. It ensures that all forms of

communications and messages are carefully linked together.

At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means

integrating all the promotional tools, so that they work together in harmony.

Promotion is one of the Ps in the marketing mix. Promotions have its own mix of

communications tools.

All of these communications tools work better if they work together in harmony rather than in

isolation. Their sum is greater than their parts - providing they speak consistently with one voice

all the time, every time.

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This is enhanced when integration goes beyond just the basic communications tools. There are

other levels of integration such as Horizontal, Vertical, Internal, External and Data integration.

Here is how they help to strengthen Integrated Communications.

Horizontal Integration occurs across the marketing mix and across business functions - for

example, production, finance, distribution and communications should work together and be

conscious that their decisions and actions send messages to customers.

While different departments such as sales, direct mail and advertising can help each other

through Data Integration. This requires a marketing information system which collects and

shares relevant data across different departments.

Vertical Integration means marketing and communications objectives must support the higher

level corporate objectives and corporate missions. Check out the Hall Of Fame later for more

about missions.

Meanwhile Internal Integration requires internal marketing - keeping all staff informed and

motivated about any new developments from new advertisements, to new corporate identities,

new service standards, new strategic partners and so on.

External Integration, on the other hand, requires external partners such as advertising and PR

agencies to work closely together to deliver a single seamless solution - a cohesive message - an

integrated message.

Positioning is the resulted perception that happens in the minds of the target market. It is the

aggregate perception the market has about a particular company, product or service in relation to

their perceptions of the competitors in the same category. It will happen whether or not a

company's management is proactive, reactive or passive about the on-going process of evolving

a position. But a company can positively influence the perceptions through enlightened strategic

actions.

A product's position is how potential buyers see the product. Positioning is expressed relative to

the position of competitors. The term was thought up first in 1969 by Al Ries and Jack Trout in

the paper "Positioning" is a game people play in todays me-too market place" in the publication

Industrial Marketing.

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In marketing, positioning has come to mean the process by which marketers try to create an

image or identity in the minds of their target market for its product, brand, or organization. It is

the 'relative competitive comparison' their product occupies in a given market as perceived by

the target market.

Major marketing communication tools:

The major communication tools in marketing are advertising, public relations, sales promotion,

personal selling, and direct marketing. Some authors also include product design or package,

point of-purchase displays, Internet communication, etc.

Advertising

Advertising is a very important tool on the earlier stages of the response hierarch models. Due to

its public presentation, persuasiveness and amplified expressiveness, advertising campaigns can

help reaching high levels of awareness about the product, the brand or the company. Also

advertising could be successful in building a long-term image for a brand (such as Absolute,

Coca-Cola, etc.) Advertising is cheaper than sales promotion and more expensive than public

relations, but often evokes negative feelings (such as annoyance, anger, distrust, etc.).

Sales promotion

Sales promotion campaigns offer a distinctive purchase invitation. This sort of programs also

offers some kind of stimulus (discount, free sample, etc.). They are preferable in the cases of new

product launching, sales stagnation, etc. But, the effects of sales promotion are usually short run

and do not build long run brand preference.

Public relations or PR

The major characteristics of public relationsare: high credibility, off guard, and dramatization.People accept the PR campaigns as news, not as paid publication. That's why they trust to PR

messages. The basic problems of the PR campaigns are connected with the low level of control

on what, where, and when is said.

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Direct marketing

The direct marketing approach is based on databases containing the names and characteristics of

potential customers. As a result, the direct marketing offers greater possibilities in measurement

of the effectiveness of database programs. But this communication tool is the most expensive in

the context of fast moving consumer goods or FMCG. Combining the marketing communication

tools in a solid and well-balanced campaign is more effective. The integrated marketing

communication programs give chance to low budget campaigns.

2.3 Statement of the Problem

Positioning is very important for the ultimate success of a product. In fact, it is more important

than the actual uniqueness, although products that are defectively manufactured will not succeed

in the long run on the basis of image only. Most of the new products fail because they are

perceived as me too offerings that do not offer potential consumers any additional advantages

or unique benefits over competitive products. The benefits featured in a products positioning

must reflect attributes that are important to and congruent with the perceptions of the targeted

consumer segment.

This "Intangible" positioning can be done through Brand Communication. This Brand

Communication includes advertising, promotions, public relations etc. While developing

positioning we have to look into a host of factors, i.e. brand name attributes, key benefits,

product deliveries etc.

Through communication marketers position the product and the brand image is created. As

technology barriers break down and competing products become more and more similar to each

other, often the only form of differentiation available is brand positioning.

Based on the above discussion, it is very easy to understand the uniqueness of this study. As ACI

launched their FUN brand in a saturated generic consumer brand segment, so it is more vital than

anything for this particular product to be positioned appropriately. It is redundant to say that

positioning is the most important factor for a new product to be successful in the market,

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especially when it is a saturated market. So it is necessary to judge the effectively of integrated

marketing communication program to create a positive brand image and especially familiarize

potential customers to the brand name FUN.

2.3.1 Current Positioning of FUN range:

The demographic profile of the target audience will vary from product to product under the same

Fun Range. The need state may also be different (for instance, for Litchi candy and Lemon

candy). However, all the products under the Fun range should target to consumers who share

similar psychographic and behavioral characteristics as following.

The target consumers of the Fun products are individuals who are fun loving and social in nature.

They are trendy, cheerful, love social belongingness. Socializing and chit chat with friends,

family and peers are one of their favorite pass time. Irrespective of the age they are young at

heart. They are the innovators or early adopters while choosing new products in the market and

have exposure to different mediums of communication.

While the brand is positioned towards the above target group, it would like to bring out fun and

happy moments across psychographic segments.

2.3.2 Current consumer behavior or mindset:

Consumers take candy and/or chanachur, chutney mostly during their leisure time or while

doing something else like gossiping and chit chatting. Except for children, who take candies

for their sweet taste and to have some fun.

These products act as a companion while gossiping and socializing with others. And very

few consumers take these products alone as a regular habit.

Consumers are not much loyal among brands while purchasing candy, chanachur or chutney.

They mostly choose among some of their preferred brands.

Candy, chanachur or chutney are more or less impulse in nature, meaning not much thought

is given by consumers while purchasing those. However, like any food product, taste

perception still carries a lot weight while choosing among the available brands.

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Most consumers purchase candy and snacks from nearby grocery/ convenience store or

tobacco plus outlet (especially important for candy).

In case of chanachur, consumers are moving towards the Hot or Jhal and newly

Barbeque or Tanduri flavors.

2.4 Development of Conceptual Framework

The conceptual framework for the proposed study is presented below:

Figure: Conceptual Framework of Research Variable and their Relationships.

As the research topic is Effectiveness of Integrated Marketing Communication (IMC) Program in

creating brand awareness in the context of ACI Foods Limited so the Dependant variable will be

Brand Awareness among the potential consumers and as ACI Foods Ltd. does Advertising, Sales

Promotion, Public Relation and Direct Marketing as IMC program so those four will be In

dependent variables.

Integrated MarketingCommunication

(IMC)i. Advertising

ii. Sales Promotion

iii. Public Relation

iv. Direct Marketing

Brand Awareness

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2.5 Research Questions

The research report is aimed to answer the following questions:

Was the IMC launched for the brand FUN effective?

Was the IMC launched for the brand FUN effective as PURE?

Is their consistency between the IMC and brand image?

Does FUN & PURE Brand have a different image than the mother brand ACI?

Are People familiar with the brand FUN & PURE?

How effective is the present brand building strategy for FUN?

2.6 Hypothesis

Snacks are not a product which displays status symbol. People buy it very often and it is

considered as a fast moving consumer good. There are few existing competitors in the snacks

market of Bangladesh. PRAN, RUCHI, BD etc. for instance are some competitors. The price of

the snacks is not very high and there are very few points of difference. On the other hand PURE

is another brand of ACI Foods Ltd. it produces spices and other daily food products. In this

empirical study the assumed point of difference if IMC and brand awareness. The hypothesis has

been developed based on these four assumptions:

H1: IMC of FUN has created brand awareness.

H2: IMC of PURE has created brand awareness.

H3: IMC of PURE has been successful in creating brand awareness.

H4: IMC of FUN has not been successful in creating brand awareness.

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2.7 Research Methodology

2.7.1 Research Design:

This research will focus solely on determining an appropriate positioning for a new product line

for a well-known company. So, the basic nature of this research is descriptive and it is not a

continuous research. As the company is trying to determine the positioning of a new Brand;

therefore, the research should be done on the basis of quantitative research techniques.

As this research is aimed to know that how consumers are aware about the FUN and PURE

Brand by judging the IMC programs, so it appropriate to use quantitative marketing research

techniques basically questionnaire survey to judge the hypothesizes.

The basic premise of the customer based brand equity (CBBE) model is that the power of a

brand lies in what customers have learned, felt, seen and heard about the brand as a result of their

experience over time. In other words, the power of a brand lies in what resides in the minds of

the customers. The challenge for marketer in building strong brand is ensuring that customers

have the right type of experiences with products and services and their accompanying marketing

programs so that the desired thoughts, feeling, images, beliefs, perceptions, opinions and so on

become linked to the brand.

2.7.2 Sampling Method:

As I am a student and all the expanses of this research has been bear by me so it is not possible to

conduct a research in a huge form and sample size is very limited. Population of this research

will be mainly the youth segment because FUN if more of a youth brand and the positioning is

targeted towards the youth. Census will not be used because the population is very large. Sample

of the population will be taken on a random basis. The size of the sample is 30 respondents.

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2.7.3 Survey Instrument:

To gather data a questionnaire survey has been conducted. The questionnaire survey is the most

effective method for this study to collect the data for the following reasons-

Respondents anonymity can be maintained

Survey has been conducted on 30 respondents. It is not be possible to conduct personal

interview because of time limitation. Therefore, a questionnaire survey will be the most

appropriate one for the current study. But still I have conducted some personal interview

too.

The Internet facility is not widespread in our country. Therefore, online survey was

inappropriate for the study.

The data gathered through questionnaire is easy to put in quantitative analysis. It takes less time to fill up a questionnaire. Therefore, the respondent was not reluctant in

providing accurate data.

The questionnaire for the survey was designed in such a manner so that it reflects the

perceptions, buying behavior, association, awareness, knowledge, judgment, feelings and

imagery of the brand. Based on these information the CBBE model can be developed.

2.7.4 Data Collection Procedure:

When the data is collected to determine the product concept or the positioning for a new product,

extensive data is required. There two very general forms of data are available. Data has been

collected from primary source as well as from secondary source. Primary data will be collected

through interviews, surveys and sample testing. For secondary data, help of some printed

journals and articles, websites and other printed materials will be taken. Therefore, the

researchers will require primary data to investigate research questions. To collect data from the

primary sources, the researchers will use the questionnaire survey method. This method is

commonly used in consumer surveys to collect data from primary sources. That means the

questionnaire will be distributed among the respondents in this case students of universities and

colleges through myself. Numerous reasons accounted for the choice of this research method.

First, it allows large amounts of information to be obtained at a relatively low cost. Second,

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more accurate responses are obtained because interviewer bias is avoided. Finally, the number

of non-usable questionnaires is reduced since the personal contacts tend to make respondents

more cooperative in completing the questionnaires.

2.7.5 Data analysis procedure:

Due to the time constrain and instruction by my supervisor all the questionnaire data will be

calculated in the MS Excel Spreadsheet and will be shown graphically by various tables in

percentage and various pie charts.

2.8 Scope and Delimitation of the Study

The study has immense scope. I will get the chance to analyze all the brand elements of the

brand FUN and PURE and suggest ways to improve them. Through consumer surveys and

interviews I will collect the primary data. My supervisor at ACI foods will also help me with

secondary data. I will also take help from online journals and articles to collect secondary data as

well. Since I will work with brand awareness, brand building strategies and distribution network

so I will get to gather lots of real life information. The only problem I might face is regarding

timeframe. I have to gather lots of information within a very short period of time.

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Chapter 3: Analysis and Interpretation of Data

To understand the market and get information about customer insight, an extensive survey was

conducted. Basically there were two questionnaires each for FUN and PURE. The questions of

the survey were designed in such a manner so that consumer brand awareness and their behavior

towards snack and spices brand can be revealed. The total respondents were 30 people. The

respondents were mainly university students and some students from college and their age group

is between 18 to 25 years. The questions of the survey and the response from the participants are

discussed below:

3.1 Interpretation of Questionnaire 1 (FUN):

(See Appendix 1.1 for the sample questionnaire 1)

1. Which of the following brands would you prefer to use?

The first question was regarding the usage of the snack brands of Bangladesh. In the snacks

market the main competitors of FUN are Pran, Ruchi and BD. Bombay sweets is another

potential competitor but since they are operating only in the chips and Chanachur market, thats

why they were not included in the questionnaire. 43% of the total people that is 13 people said

that they would prefer to use the products of Pran. This shows that Pran has the highest consumer

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awareness. 27% of the people that is 8 people said that they would prefer to use products of

Ruchi. 17% people that is 5, said that they would prefer to use BD and 10% said that they will

prefer other brands. Only 1 person said that s/he would like to use products of FUN.

Question Option 1 Option 2 Option 3 Option 4 Option 5

Which of the

following

brands would

you prefer to

use?

PRAN RUCHI FUN BD Other

13 8 1 5 13

43% 27% 3% 17% 10%

2. Before this survey have you ever heard the name of the brand Called FUN?

Out of these 30 people 47% that is 14 people said that they never heard of the brand FUN. 9

people that is 30% of the people said that they are aware of the brand but they never used it. This

proves that there is some sort of exposure of the brand to the people but the exposure is not

attractive enough so that people could buy and use the products of fun. 20% people said that they

once or sometimes used it. Only 3 percent that is 1 respondent buy it regularly.

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Question Option 1 Option 2 Option 3 Option 4

Before this

survey have

you ever heard

the name of the

brand FUN?

Never heard of

it

Aware but

never used it

Tried it once or

sometimes

Buy it regularly

14 9 6 1

47% 30% 20% 3%

3. How did you first hear about the Brand FUN?

The third question was understood that which medium is reaching to the consumers. To find

these consumers were asked to answer that from which medium they came to know about the

product.

33% of the people that is almost half of the population said that they came to know about the

product from TVC. So, we can assume that the TVC are attractive enough to catch the attention

of the consumers. 10 percent of the total sample size that is 3 respondents comes to know aboutthe brand by reading newspapers. 2 people that is 7% of the sample said that they came to know

about the product from word of mouth. This is quiet surprising because for generic products like

snacks word of mouth is an unusual medium. 3% of the people said that they came to know

about the product from billboards. But most shocking is that the highest number of people that is

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47% or 14 of 30 people did not even know about the FUN Brand before this survey. So the total

IMC activity of the brand is very poor and the brand awareness is very low to the consumers.

Question Option 1 Option 2 Option 3 Option 4 Option 5

How did you

first hear

about the

product?

TV/Radio Newspaper/

Magazines

Billboards Word of Mouth By this

questionnaire

10 3 1 2 14

33% 10% 3% 7% 47%

4. How often do you buy the products of FUN?

This question was given to check that whether the consumers are aware only or they have the

willingness to buy the products of FUN as well. The results are as following:

77% of the people that is 23 said that they never use/buy the products of FUN. 10% of the people

that is only 3 people said that they buy the products of FUN rarely. Only 10% buys often and just

3% that is one person buy the products of fun frequently. This response from the respondents

proves that people are not willing to buy products of fun.

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How often do

you buy the

products of

FUN?

Never Rare Often Frequently

23 3 3 1

77% 10% 10% 3%

5. Do you remember any of the promotional activities of FUN products?

This question was given to found out that whether the respondent could remember any IMC of

FUN. In other words, to check the improvement in consumers memory because of the IMC.

60% of the people said that they dont remember any of the promotional activities of FUN. 2 3%

people said that they remember the promotional activities of Chanachur. 17% people said that

they remember the promotional activities of Candy as the company advertised the product during

the Eid. So this proves that the media exposure is not enough. The IMC developed was not also

useful because people cantremember the promotional activities.

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Question Option 1 Option 2 Option 3 Option 4 Option 5 Option 6

Do you

remember any

of the

promotional

activities of

FUN?

Candy Chanachur Chutney Crackers Cake None

5 7 0 0 0 18

17% 23% 0% 0% 0% 60%

5. How do you associate yourself with FUN?

This question was given to check that whether consumer could associate themselves with FUN

or not. Unfortunately 57% people said that they dont associate themselves with FUN. 23%

people say that they have low association with the brand. And only 20% that is 6 people said that

they can associate themselves moderately with FUN brand.

7. How well does the FUN brand satisfy your needs?

The question was given to check that whether the brand could satisfy customer needs. 43% of the

people that is 13people said that FUN doesnt satisfy their needs. 33% people said that FUN is

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able to satisfy their need in a moderate way and 24% that is 7 people has a low satisfaction

towards the fun brand.

8. Will you recommend FUN to your peers?

This question was asked to check the brand judgment of the consumers. In response to this

question 33% people said that they dont know whether they will recommend or not FUN to their

peers. 17% of the people said that they might recommend FUN to their peers and 20% people

will recommend FUN to their peers.

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9. Do you think that the name FUN is attractive enough?

Name is one of the most important brand elements. The success of a brand heavily depends on its

name. This question was given to check the attractiveness of the name. 57% people said that the

name is very attractive. 26% thinks that the name is not attractive at all. 10% said that the name

is ok and 7% found it very Attractive.

10. How well the brand FUN is positioned according to you?

This question was asked to get the consumer insight. In short, their perception about the brand

57% people said that FUN is positioned very poorly. 20% people said that FUN is positioned

poorly. 23% people think that it is positioned moderately. So, almost 80% people think that FUN

is positioned poorly. This is alarming for the company because the perception of the company is

still poor and none of the respondents think that FUN is positioned well.


Do you think

the name FUN

is attractive

enough?

Yes No Its OK Very Attractive

17 8 3 2

57% 26% 10% 7%

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12.Where are you most likely to find FUN products?

To check the distribution system of fun and consumer availability, this question was given.

40% people said that they will most likely find FUN products in teal shops. 33% people said that

they will find FUN products in small shops. 17% respondents thought that they might find the

FUN products in super shops.

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13.Do you think the pricing of FUN is ok?

About the pricing 33% respondents think that it is ok, 3 percent people does not like the price of

FUN range. 17% people moderately like it and most of them that is 47 percent people does not

have any idea about the pricing.

13. How would you rate overall branding of FUN?

This question was asked in order to find out the consumer perception towards the overall

branding of FUN.

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57% people think that the branding of FUN is Very poor. 23% people think that the branding to

FUN is poor and only 20% think that it is moderate. So it can be concluded that most of the

people think that the overall branding of FUN is poor.

To know about the influence of the mother brand that is ACI towards its sub brand FUN, I

have surveyed the following two questions:

14.Do you know that Fun is a Brand from the house of ACI Limited?

77% that is 23 people does not even know that FUN brand is a brand from the house of ACI,

Only 4 people that is13 percent people aware the fact and interestingly 10% people asked me

instead.

15.Do you think that you are influenced by ACI Limited while you buy the products of

FUN?

Last question that was asked to the respondents that is are they influenced by ACI while buying

products of FUN brand, 47% people answered that may be they are influenced, 7 percent told me

that they are influenced and 46% said that they are not influenced by ACI at all while buying

FUN products.

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3.2 Interpretation of Questionnaire 2 (PURE):

(See Appendix 1.2 for the sample questionnaire 2)

1) Which of the following local brands would you prefer for spices?

The first question of the second questionnaire was about the preferred local spices brand and

among the 30 respondents the majority that is 30% prefers Pran. 27% told that they preffer

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Radhuni spices and both Pure and BD foods gained 20% preference. Only 3% people went for

the other brands or homemade spices.

2) Before this survey have you ever heard the name of the brand Called PURE?

Out of these 30 people none of the people said that they never heard of the brand PURE. 13

people that is 44% of the people said that they are aware of the brand but they never used it.33%

people said that they once or sometimes used it. 23 percent that is 7 respondents buy it regularly.

3) How did you first hear about the product?

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36% of the people that is almost half of the population said that they came to know about the

product from TVC. So, we can assume that the TVC are attractive enough to catch the attention

of the consumers. 30 percent of the total sample size that is 3 respondents comes to know about

the brand by reading newspapers or magazines as Pure advertise through newspapers and

magazines. 2 people that is 7% of the sample said that they came to know about the product from

word of mouth. This is quiet surprising because for products like spices word of mouth is an

unusual medium. 27% of the people said that they came to know about the product from

billboards. But there was no people among the respondents that did not hear about the Pure

brand.

4) How often do you buy the products of PURE?

This question was given to check that whether the consumers have the willingness to buy the

products of PURE. The results are as following:

34% of the people that is 10 said that they never use/buy the products of FUN. 20% of the people

that is only 6 people said that they buy the products of FUN rarely. 23% people buys often and

seven people that is also 23% buy the products of fun regularly. This response from the

respondents proves that people are not willing to buy products of Pure.

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5) Do you remember any of the promotional activities of PURE products?

This question was intended to know about the awareness of the promotional activity of Pure

brand. Among the 30 respondents 90% that is 27 people answered Yes and only 3 people that is

10% answered NO.

6) How well the brand PURE is positioned according to you?

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This question was asked to get the consumer insight and their perception about the brand. None

of the 30 people said that Pure is positioned very poorly or poorly. 47% people think that it is

positioned moderately. So, it means people think that Pure is not positioned poorly. 43% of the

respondents think that Pure is positioned well and 10% of the respondents think Pure is

positioned very well.

7) Do you think the positioning of PURE is Better than FUN?

This question asked to judge the difference between the positioning of two brands of ACI Foods

Ltd. among the 30 respondents majority that is 77% thought that PURE is better positioned than

FUN. 10% thinks maybe PURE is positioned better than FUN. 13% do not sure about the matter

and none of the respondents think that FUN is better positioned than PURE.

8) How would you rate overall branding of PURE?

This question was asked in order to find out the consumer perception towards the overall

branding of Pure. 10% people think that the branding of FUN is Very good. 33% people think

that the branding to FUN is good and 57% think that it is moderately branded. None of the

respondents think that the branding of Pure is Poor or Very poor.

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9) Do you know that PURE is a Brand from the house of ACI Limited?

90% that is 27 people aware about the fact that PURE brand is a brand from the house of ACI.Only 3 people that is10 percent people are not aware about the fact and no one asked me instead.

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10)Do you think that you are influenced by ACI Limited while you buy the products of

PURE?

Last question that was asked to the respondents that is are they influenced by ACI while buying

products of PURE brand, 33% people answered that may be they are influenced, 37 percent told

me that they are influenced and 30% said that they are not influenced by ACI at all while buying

PURE products.

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Chapter 4: Findings

The main purpose the project was to find out specific questions related to the brand awareness of

FUN and PURE. The main question was to find out whether the IMC launched by FUN effective

or not and is it better than PURE. The answer is definitely NO. Because maximum number of

respondents said that they havent heard the name of the brand FUN before this survey. Very few

people said that they are aware of the brand but they dont use it on a regular basis. Almost 3%

of people said that they use the brand on a regular basis. So, in terms of brand awareness the

IMC was a total failure. On the other hand all the respondents are aware about the PURE brand

and many of them use it and also use it in a regular basis.

The next phase was to determine the ability to recall the IMC by the respondents. In this regard

the respondents were asked if they remember any of the promotional campaigns of FUN. 40% of

the respondents said that they remember the activities of FUN Chanachur. Others could not

remember any IMC particularly. So again in terms of recalling the brand, the response is very

poor. But most of the people could recall the IMCs of PURE.

In terms of media exposure, consumers were asked that from where they came to know about the

product. Most of the people said that they came to know from TV. Almost 33% people said thatthey first heard of the product from TV. So we assume that the TV exposure is good enough

compared to the other mediums. But in the case of PURE it is quite better than FUN.

Consumers have very low association with the products. They cannot relate themselves with the

product. This is maybe because of the positioning of the product. The youth can not determine if

the product if appropriate for them or not. Again, in terms of brand judgment and feeling the

response is very poor. The feeling of the respondents toward the brand is not very positive. They

are also not sure that whether the brand is able to satisfy their need or not.

Brand resonance of the brand is also very poor. There is no behavioral loyalty found in the

consumers. Most of the people will not or not sure whether they are going to recommend FUN to

their peers or not. This shows that there is no community association. In a question of brand

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positioning, most of the people instantaneously recalled the name of PRAN. So according to the

consumers, PRAN does the best branding in snacks market.

One positive sign is that according to most of the respondents the most important element of

branding is Name and most of the people think that the name FUN is good enough. So this is

positive aspect for the brand. But again on the other hand most of the people thing that the

positioning of FUN is moderate. This means that FUN could not achieve the desired positioning

yet.

Now, if we want to put the different aspects of the findings in consumer based brand equity

model then the result would look like the following;

Brand Salience: In terms of awareness the FUN brand is very poor because most of the people

did not even hear about the brand. But people are aware about PURE brand.

Brand Performance: The respondents are not sure whether the brand is able to satisfy their

need or not. Above all, most the respondents did not use the product of FUN but PURE products

can satisfy their needs.

Brand Image: The image of the FUN brand is not well defined but PURE brand is quite ok.

First of all, most of the respondents dont remember about the FUN brand and moreover they

dont know for which age group the brand is positioned towards.

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Brand Judgment & Feelings: Respondents didnt find any pleasant memory with the FUN

brand and most of them are not sure about recommending the product to their peers. This

represents the poor association of the consumers.

Brand Resonance: Since all the block of the pyramids shows negative result towards FUN

brand then this very much certain that there is lack of resonance. The consumers dont find

themselves in sync with the brand and they can not remember the brand FUN particularly. But in

the case of Pure most of the respondents can remember the brand.

From the above discussion it is clear that the hypothesis 1 is totally wrong. The IMC launched by

FUN was not successful and it could not generate the amount of awareness which it was intended

to. So, hypothesis 4 is correct. On the other hand both hypothesis 2 and 3 are correct regarding

PURE.

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Chapter 5: Recommendations & Limitations

5.1 Recommendations:

ACI should first define its target consumers. The brand is mainly targeted to the child and youth

segment. But the message is not conveyed properly to its target consumers. There is a thin line

between child and youth segment. If the youth perceive that this product is targeted toward the

children then they will not buy this. So, the positioning has to be done carefully.

FUN should develop proper points of difference from its competitors. The market is generic and

if there are no strong points of differences then people will not remember the product and they

will not buy as well.

In this survey most of the people said that besides name character is another important brand

element. So, FUN should develop a character which would represent the brand. The character

could be animated or real life character but above all, it should be catchy enough to attract the

attention of the target group.

The TV exposure of the brand is satisfactory but the newspaper, radio and billboard advertising

is not satisfactory at all. None in the survey said that they came to know about the product from

radio. Whereas, radio is a powerful medium these days, the radio exposure should be increased.

Billboards should be placed in front of schools, colleges and universities where it will catch the

attention of the target group.

The distribution system of the brand should be modified. The brand lacks availability. It should

be distributed in such a manner to that consumers can get to it anytime they want.

The TVC should be made in a more attractive manner. There should be sense of association of

the consumers. Consumers will not be attracted toward the brand if they dont attach themselves

with it. The points of differences should be made clear in the advertisements.

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The brand is facing a big time problem of image dilution. People can not separate the

advertisement of FUN from its competitors. Whenever you ask them about candy, chutney or

Chanachur the name of PRAN pops up in their minds. This is very alarming. This could be only

modified by strong advertising and points of differences as well.

Though the brand image of parent brand ACI doesnt go with the image of FUN but still the

parent name could be more focused in the packaging and advertising. Because ACI carries the

sense of security, so people might be attracted to use products which is manufactured from the

house of ACI.

5.2 Limitations

While doing this research, several difficulties were faced. These are mentioned below:

There was not enough up-to-date information regarding snacks and spices industry of

Bangladesh.

There was time constraint also. 3 months is not enough to conduct an extensive research

individually.

Respondents were not helpful enough to get a perfect picture of consumer behavior

towards snacks and spices.

There was financial constraint as well.

The survey was conducted only on the students. The sample may not accurately give the

perfect picture of consumer behavior or perception towards branded snacks of the whole

population.

The sample size was not large enough to conclude that the result is perfect.

Respondents are not very aware of all brands of snacks and spices and sometimes they

are bit biased to some specific brand.

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Chapter 6: My Work Responsibilities at ACI Foods Limited

6.1 My responsibilities:

I joined at ACI Limited mainly ACI Foods Ltd. signing a contract as an intern started from 23rd

May 2012 for a period of 3 months till 22nd

August of 2012 as a requirement of my internship.

From the beginning I worked directly under the supervision of Senior Brand Manager of ACI

Foods Ltd. in a special project assigned by the supervisor. My work station was located at ACI

Centre, 245 Tejgaon Industrial Area, Dhaka - 1208. As I was working at ACI Foods Ltd. and

supervised by Sr. Brand Manager so I had to look after both the brands of ACI Foods Ltd. they

were FUN and Pure. Some major responsibilities of mine at ACI Foods Ltd. are given

bellow:

6.1.1 Production and sales checking:

My regular office hour used to start at 8.30 a.m. and my first duty of everyday was to check the

production and the volume of sales happened in the last working day. The software called

SDMSat ACI has all the information about the how much product produced and sold. This

SDMS software can show the sold items of every day, week, months or whatever I need to

know. I had to show the sales volume of every month to my supervisor in MS Excel in a printed

or soft form. Sometimes I had to show some specific products sales of a specific period of time.

6.1.2 Market Visit:

Several times I had to visit various markets to see what consumers a seller wants and their

thoughts about our products. I have visited big markets like Karwan Bazar, Mohakhali, Banai

Bazar, Tongi Bazar and manay shops of Dhaka and Gazipur to get the feedbacks about our

products from consumers as well as sellers. (See Appendix2.1 for market visit report)

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6.1.3 Competitor Tracking:

One of my most important and exciting job was to track the competitors product, pricing and

promotional activities. I used to go various places or shops to know about the change in pricing,

packaging, product size and promotional activities. My supervisor used to give instructions and I

had a printed form about what information I need to collect and I had to gather them in a given

time and report it to the boss as soon as possible. And I had to put all the information about

change in pricing and update it weekly. (See Appendix2.4)

6.1.4 Promotional planning and execution:

One of my duties was to go to the market and see what other companies are providing as a gift

with the product. I had to collect those gift items in any means possible and stock them as a

sample. Sometimes my boss discussed about what can be given or provided to the consumers as

a gift or promotion with our products. I visited many places to collect and deliver samples of

those gift items and merchandise them.

6.1.5 Product Testing:

Another regular duty of mine at ACI Foods Ltd. was to run a product testing survey. As I worked

at a food product company so regularly I used to get new product or products that has been

modified or changed recipe. Sometimes the company produces sample products with different

taste and flavor, so it was my duty to run a test or survey to taste the products by random people

to get the best possible preferable new flavor for the new product. After the test I used to make a

report on the findings and show it to my boss and also collect small amount of the product and

store it in the vault by tagging the date and name or code of the product.

6.1.6 Filling Important Documents:

Another day to day work of mine was to collect important documents like work orders, price

circular, newspaper advertisement and other documents from my supervisor or boss and if

needed copy or print those and keep them in a safe file so that it can be found easily when

needed.

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6.1.7 Sales force tracking:

Tracking the sales force of ACI Foods Limited was one of the most crucial works at the

company. I used to talk with the sales team of ACI Foods Limited at a regular basis and ask them

about the condition of current and future sales. I used to call Zonal sales managers, Area sales

managers, Sales supervisors and also Sales representatives of Dhaka and other sales areas of

Bangladesh. (See Appendix 2.3)

6.1.8 Market returns handling:

My last responsibility at ACI Foods Limited was to handle complaint products and market

returns. My work was to create a list of returns (See Appendix) where there will be details of

distributors and especially their names, addresses and special code given by ACI Foods Ltd.

admin. Also which type of products they are returning their SKUs, total price and dealer point

prices.(See Appendix 2.2)

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Conclusion

ACI is operating its FUN and PURE brand in a very competitive saturated market. In this market

consumers are not well aware of the brands operating and only two or three brands have top of

the mind positioning. This is very tough to make a separate positioning in the market and create

certain points of differences. PURE brand has positioned well in the market. Still, FUN brand

could be positioned in a better way since ACI has a good corporate image and financial backup

as well.

To gain the Top of the Mind position in consumers mind, ACI should conduct an extensive

promotional campaign in which ACI must communicate clearly, precisely about its positioning.

Acquiring Top of the Mind position is very important to be the market leader. ACI should alsohave keen look at its distribution facilities for snacks market. Distribution is the key success

factor for any growing market.

ACI should have a close look at what its competitors are doing. In this respect price is the most

important issue. ACI should try to minimize its production cost of FUN and try to sell it at

lowest possible price as the entire competing brand selling the product of almost same benefit.

Consumers are likely to consider price as the decision making tool when they buy. So, price

should get highest priority when it is set.

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References

I. Schiffman, L.G. and Kanuk, L.L. (2004) Consumer Behavior (8 th edition). New Delhi:

Pearson Education, Inc.

II. Keller, K.L. (2010-11) Strategic Brand Management (3 rd edition). New Delhi: Pearson

Education, Inc.

III. Cooper, D.R. and Schindler, P.S. (2011) Business Research Methods (9thedition). New

Delhi: Tata McGraw Hill Education Private Limited.

IV. http://www.aci-bd.com (Retrieved on: 15.08.2012)

V. http://www.aci-bd.com/sub_food.php (Retrieved on: 15.08.2012)

VI. http://en.wikipedia.org/wiki/Integrated_marketing_communications (Retrieved on: 15-

08-2012)

VII. http://en.wikipedia.org/wiki/Positioning_(marketing) (Retrieved on: 15-08-2012)

VIII. http://www.multimediamarketing.com (Retrieved on: 15-08-2012)

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Appendix

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Appendix 1: Research Questionnaires

Questionnaire # 1:

Name: Contact No:

Tick on the preferred answer of each questions bellow:

1)Which of the following local brands would you prefer for snacks?

PRAN

RUCHI

FUN

BD

Others

2) Before this survey have you ever heard the name of the brand Called FUN?

Never Heard of it

Aware but never tried

Once / tried sometimes

Buy it regularly


TV/Radio

Newspaper/Magazines

Billboards

Word of mouth

Never heard of it

4) How often do you buy the products of FUN?

Never

Rare

Often

Frequently

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5) Do you remember any of the promotional activities of FUN products?

Candy

Chanachur

Chutney

Crackers

Cake

None

6) How do you associate yourself with FUN?

Very Low

Low

Moderate

High

Very High

7) How well does the brand satisfy your needs?

Very Low

Low

Moderate

High

Very High

8) Will you recommend FUN to your peers?

Yes

No

Maybe

Highly

9) Do you think that the name FUN is attractive enough?

Yes

No

Its Ok

Very Attractive

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10)How well the brand FUN is positioned according to you?

Very Poor

Poor

Average

Good

Very Good

11)Where are you most likely to find FUN products?

Tea Stalls

Small shops

General stores

Super shops

Everywhere

12)Do you think the pricing of FUN is ok?

Yes

No

Moderate

Dont know

13)How would you rate overall branding of FUN?

Very Poor

Poor

Average

Good

Very Good

14)Do you know that Fun is a Brand from the house of ACI Limited?

Yes

No

Is it?

15)Do you think that you are influenced by ACI Limited while you buy the products of FUN??

a) Yes

b) No

c) Maybe

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Questionnaire # 2:

Name: Contact No:

Tick on the preferred answer of each questions bellow:

1)Which of the following local brands would you prefer for spices?

PRAN

Radhuni

PURE

BD

Others

2) Before this survey have you ever heard the name of the brand Called PURE?

Never Heard of it

Aware but never tried

Once/ tried sometimes

Buy it regularly


TV/Radio

Newspaper/Magazines

Billboards

Word of mouth

Never heard of it

4) How often do you buy the products of PURE?

Never

Rare

Often

Frequently

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5) Do you remember any of the promotional activities of PURE products?

Yes

No

High

Very High

6) How well the brand PURE is positioned according to you?

Very Poor

Poor

Average

Good

Very Good

7) Do you think the positioning of PURE is Better than FUN?

Yes

No

Maybe

Dont know

8) How would you rate overall branding of PURE?

Very Poor

Poor

Average

Good

Very Good

9) Do you know that PURE is a Brand from the house of ACI Limited?

Yes

No

Is it?

10)Do you have any influence of ACI Limited while you buy the product of PURE?

d) Yes

e) No

f) Maybe

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