EXECUTIVE SUMMARY

In the globalize world, technology and computers have replaced human beings from various
roles. In most of the cases the outcome has been quite revolutionary increasing the efficiency and
saving time. However there are roles, which have not been replaced by technology yet and the
possibility of being so seems quite slim. As ACME is one of the leading companies in
Bangladesh they always try to improve its product basket. In this way ACME is trying to
introduce a new variant called ACME Mustard Oil. In this industry Radhuni is the main
competitor. Among them ACI pure, Rupchanda is also there. We have tried to identify Acmes
opportunity and make a media plan to make the brand successful.
Introduction
Background of the Report:
This report was prepared following the course instructor Md. Wahidur Rahmans instructions on
the 20th of June, 2009. The report will cover all the relevant information and topics taught in the
class, which are necessary to develop an effective report on the Mustard oil Industries in
Bangladesh. This report will be regarded as the research paper for the course internship for fall
2009.
Statement of Purpose:
This report will serve the following purposes:
Providing general idea about the mustard oil industry of Bangladesh Identifying the importance
of mustard oil industries Developing a set of desired traits necessary for successful marketing
plan.
Methodology:
This report has been developed using both primary and secondary data collected from the related
people including existing vendors, service providers, marketing experts and most importantly the
sales force members. The internet was widely accessed to find vital data regarding the current
trends and the organizational data. In addition to that, several magazines and journals were used
to get detailed idea about this industry. Most of the data used in this report regarding the
company policies and management practices were collected from the employees of The ACME
Agrovet & Beverage Ltd. at the corporate headquarters.
Limitations:
While preparing the report the following factors posed some limitations, in absence of which the
report would have been much more detailed and a better one:
Lack of available data

The topic of the report being a vast one

The topic of the report involving multidimensional factors other than pure business related
factors
The industry being a high involving one from the sellers perspective
The industry involving both goods and services
The report being prepared in relatively short time
Lack of detailed, to-the-point information about operations from the organization
Organization Background
Introduction
Since 1954, The ACME Laboratories Ltd. has been doing their operation in Bangladesh and
today, it is one of the most successful business conglomerates having sister concerns and
investments in various sectors in lot other areas in Bangladesh.
Company Background
ACME refers the the apex or the highest point. Health vigor and happiness is the philosophy
of the ACME Laboratories. Its endeavor is to produce, distribute best quality drugs for the
society and maintain the quality of the product in every steps of production. it also accelerates
its activities for materializing the WHO ( world health organization) ensuring health for all
with in 2015.
ACME Group is one of the leading and diversified global conglomerates in Bangladesh, with
offices in all major cities, employing over 3000+ employees and dedicated to bringing the
highest quality products and services to our customers. ACME continuously seeks to expand its
production facilities, add employees and increase its sales and marketing efforts. According to
the latest statistics, out of about 300 pharmaceutical companies in the country, The ACME Labs
is one of the top four.
The ACME Laboratories Ltd, the pharmaceutical major and the flagship Company of the ACME
Group, is a Manufacturer and Global exporter of Human, Herbal and Veterinary Pharmaceutical
products. Our comprehensive Product List ranges from Antibiotics to Histamines to Vitamins.
Historical Achievement of The ACME Laboratories Ltd.
ACME is one of the leading pharmaceuticals company in Bangladesh. The top most
pharmaceuticals company that has large contribution in the society and controls the drug market
possessing huge market share in Bangladesh ACME is one of those. Late Md. Hamidur Rahaman
is the founder of the ACME Laboratories.

1954- ACME Laboratories established as a proprietorship for manufacturing Pharmaceutical

items.
1976- ACME Laboratories converted into a private limited company.
1978- Introduces to produce Tablet and Capsule in new premises.
1983 Commercial operation with modern facility at Dhamrai, 6 acres land 32 km from Dhaka.
1987-cCream and ointment added in production.
1990-Achieve average 25% growth rate compared to the 13% registered by pharmaceutical
sectors.
1992- Introduce inject able products.
1997- Agro vet Division of manufacturing of veterinary and animal health care drugs in
independent factory.
About the Founders
Establishment of ACME was a great entrepreneurial effort of Late Hamidur Rahman Sinha way
back in 1954 and is a vivid example of a great minds vision and its materialization. Post colonial
Bengal was a place of great uncertainty and hardship. Industrialization facilities were meager and
inadequate. One man came forward with his vision, amidst the political turmoil and utter
lethargy of the then-new Government. Its not an easy task to set up a highly sophisticated
industry, and moreover do it without bank loans and governmental assistance. So it demanded
immense effort, strong determination along with vision and dreams.
1954 was a milestone year in the history of the pharmaceutical industry. Late Hamidur Rahman
Sinha might have thought it was a private entrepreneurial effort on his part, but in reality it was a
resolute and brave footstep which played a part in pioneering the present pharmaceutical
industry.
At the precise moment when this visionary man established the company at Narayangonj, though
on a small scale, he had actually sown the seeds of todays burgeoning almost self-sufficient
pharmaceutical industry. Now Bangladesh is exporting drugs to different countries of the world.
Had Late Hamidur Rahman Sinha not taken such a courageous step, perhaps it would not have
been possible for us to reach such heights of success.
It has been said that behind every successful man is a woman supporting and sustaining his
efforts. We also remember his beloved wife, Mrs. Noorjahan Sinha, whose sacrifice, and
unconditional support was always a source of inspiration to this visionary man.
As we celebrate ACMEs 50th anniversary they are no longer with us, but their memories will
forever remain in our hearts. At this auspicious moment, we pay our homage to them.

Mission Statement
Our holistic approach is to ensure Health, Vigor and Happiness for all by manufacturing ethical
drugs and medicines of the highest quality at affordable prices and reaching out even to the
remotest areas by proper distribution network. We view ourselves as partners with doctors, our
customers, our employees and our environment. At present, Globalization is our top corporate
priority.
Vision
Our Vision is to reach out even to the remotest areas of Bangladesh and improve lives with
quality products at an affordable price.
The ACME Agrovet and Beverages Ltd. started its venture in 2005 with orange and mango juice.
Then it introduced drinking mineral water. Latest of their product is ACME Premium Gold Tea.
It has established a modernized plan in Bangladesh located at Hemayetpur. The plant is equipped
with modernized technological facilities and run by qualified personnel in accordance with the
stringent guideline of BSTI.
Product Profile
ACME Premium and Classic Mango and Orange Juice
The juice products are packed with the unique Tetra Pak technology. It ensures longer shelf life,
No deterioration during shelf life and free of preservative related side effects.
To ensure quality of product, ACME does the procurement from the best source available. The
company emphasizes to the greatest extent on the quality of raw materials.
The raw materials of Mango juice are imported from India and Pakistan. These are continental
mangoes of the best quality.
For Orange Juice, concentrated orange pulp is procured from the best places of Brazil, produced
by blending a pool of selected fresh oranges.
ACME mango and orange juices are differentiated due to their unique taste and flavor. Being
nutritionally rich and free of noxious preservatives, they are available in 150 ml, 250 ml and
1000ml hygienic UHT packs.
The range of this product is 150 ml Classic orange and mango juice, 250 ml Premium and
Classic orange and mango juice, and 1000ml Premium and Classic Orange and Mango juice, and
also 1000ml Classic Mangorange juice.
The target consumers are 5 years to 12 years popular segment for 150 ml. This brand is
personified with Fun Loving, Friendly and Smart. The core value is the taste that gives refreshing
energy.

For 250 ml, 6 years to 25 years segment is targeted. It is in the list of regular go out menu that
makes consumers feel good.
1000ml targets the families in both urban and suburban premium and popular segment, marketed
as regular family drink for 26 years to 40 years segment.
In general, the product is mainly retail focused, that relies on differentiation strategy with Quality
being the core competency. The product is going through growth stage with Shezan being the
market leader with differentiation strategy, Danish with focus strategy and Pran following cost
leadership strategy.
Premium Drinking Water: A Brief Profile
ACME premium drinking water symbolizes Purity. As per guideline and standard set by BSTI, it
is bottled in environment friendly PET bottle. It contains proper mineral balance and is for all
age groups. It is available in 1500ml, 1000ml and 500ml.
This product is less retail focus with Hotels, Restaurants and Cafeterias being the primary
outlets. Corporate offices and institutions are mainly the target segment. It is a popular
segmented product suitable for all ages. This product also follows differentiation strategy with
Purity and Quality being the main core competencies. Mum being the market leader with Focus
and Differentiation strategy, with purity, segmentation, availability and being different in
branding.
The water treatment process includes reverse osmosis with 20 stages of filtration process, Ozone
and Ultraviolet Ray Treatment before the water is bottled.
ACME Premium Gold Tea: A Brief Profile
Tea is the latest of the products in The ACME Agrovet and Beverages Ltd. It is available in 10g,
50g, 100g, 200g and 400g pack sizes. The product is launched as a premium product and
marketed as Raw Tea. This product follows Focus Strategy mainly focusing urban and suburban
premium customers. It targets the retail outlets. It is in its embryonic stage with the product being
launched with few difficulties and going through a sustainability period. Ispahani and Lipton are
the market leaders with high availability and differentiation through promotion and branding.
Tetley and HRC are controlling a substantial amount of the market and sustainability is difficult
if this product do not change its strategy.
ACME Spices
ACME Chilli, Coriander, Turmeric and Cumin powders
The Packing material is washed from nitrogen solution that no chance of quality hamper is there.
The raw material is collected from the local market specially from the north Bengal.

ACME Spice has the essence of the actual spices pungent taste and aroma, required in small
quantity and makes food simply marvelous. So bring home a pack of ACME Chilli, coriander,
Turmeric or Cumin powders.
SWOT:
Strength:
1. The ACME Agrovet and Beverage Ltd have got the investment backing of The ACME
group. The goodwill of the Pharmaceutical business and also the marketing channels and
distribution resources are being used as far as possible.
2. The experience, Office premises, Management and manufacture of the ACME group is a
huge advantage for The ACME Agrovet and Beverage Ltd.
3. The Quality of the products of The ACME Agrovet and Beverages Ltd. is better than
most of the local FMCG companies. Comparing the quality, the prices of the products are
within the range of the target segment.
Weakness:
1. ACME group is doing business for more than 50 years. Therefore, this may result in
traditional thinking in the top management level. Their experience is rooted by
pharmaceuticals which is a totally different product from FMCG. Even the other
departments in the group which are providing services to the Agrovet sector, have to
understand the dimensions of Agrovet in order to provide the standard of Agrovet that it
needs.
2. May be for poor salary structure or weak corporate culture, the employee turnover rate is
increasing in the whole ACME group. This is also affecting the Agrovet sector. The
employees lack motivation and productivity among themselves.
3. At present, there is no specialist Research and Development team in the Agrovet. It has
become a barrier in effective and efficient market research, new product development,
corporate strategic planning etc.
4. This FMCG market needs lot of promotional communication in the market. It is an
expense for the management. Not only ACME group, every management should
understand how brand triggers sales and they should respond accordingly. This has been
the problem of the local companies where they are falling back of the MNCs like
Unilever who are doing it better.
5. The Agrovet is fully dependent on either the import or local buying of raw materials
depending on the product. We do not have our production facilities.

6. Due to difference in the business ways, Agrovet is facing poor coordination among chain
management from all other departments. Any support Agrovet needs from the other
departments, they are not been able to deliver properly because they are trained for
printing press, pharmacy, IT and other departments, Agrovet needs specialists.
7. In order to maintain the product quality, Agrovet lacks competitive pricing and pricing
experimentation.
Opportunities:
Currently, the government is giving priority in expanding and promoting local agro-based
business in the country. This is a huge advantage to any Agrovet business. The bank loans
regarding the Agrovet industry has decreased due to government intercept to encourage the
business.
The society is changing. People are becoming very conscious about what they are consuming.
This is a good prospect for beverage industry. Now-a-days, people lack interest in drinks like
Coke, Pepsi and are more inclined towards having juice, tea and when they are outside, having
mineral water. May be now the rate is very low, but it is increasing. It shows the prospect for
FMCG products.
The number of dual income families is increasing at an alarming rate. The lifestyle of people is
becoming faster and this leaves them with minimum time to cook. Therefore, it is a huge
opportunity for spices market.
Our country is rich with natural fruits and productive land. This can be used as a source of our
raw materials needed for the manufacturing of ACME products. We can build ways to production
in our own country.
Globalization is a major factor for us to increase our market scope in the international arena. For
Globalization, it is much easier now to enter foreign market and increase our exports to earn
higher margin. It would also enable us to set up our office premises and our manufacturing plant
elsewhere where it would be sustainable for us to create an MNC.
In our country, the supporting industries are also growing at a faster rate. There is more number
of local TV channels going international, new competition in the advertising, market tension, and
other factors as well. These things would help us in our reach to our customers and also in other
part of our business, for example, more number of TV channels and newspapers would mean
more promotional activities and decreasing advertising cost.
Threats:
1. Globalization can also backfire. There are many corporate giants which are trying to enter
our market. Being a third world country, our country is a market place for everything.
Terrorists, smuggling, counterfeiting, product dumping and many other things. First
world countries use our country by exerting pressure on our governments to sell their low

graded products in our country. These products take away the market from our local
products. But generally they are very low in quality.
2. With increasing technology, our country being high in corruption, use those technologies
in order to make fake products under different brand names. ACI, ACME and Coke are
victims of such fraudulent activities. These technologies help these people to make
similar kind of product packages and sell them by using the reputation and goodwill of
those products.
3. The ACME Agrovet and Beverage Ltd is a sister concern of The ACME Laboratories Ltd.
Therefore, the goodwill and reputation of the products and services is like a chain that is
binding all of them. If there is any problem with the reputation and quality of any one
sister concern, the effect would be on all of them. So all the concerns have to maintain the
same standard.
4. The current corporate giants are the biggest threats not only in terms of competition but
also in ways of how they are exploiting or using the supplying industries for their own
operation. This can be in terms of their cost of raw materials. They can use low quality
raw materials and can easily cut their cost of manufacturing. This would give them a
price advantage and greater profit margin.
5. The unstable political condition is a big threat for any company. Sudden hartal or
blockage may result in the delay or no distribution of products. It can also hamper the
regular official work if there are any downtown abnormalities due to political issues.
6. The corruption in the government can result in certain changes of rules and regulations.
Any foreign company can easily bribe or can do heavy lobbying in order to enter the
market with a product of better brand image.
PEST Analysis:
Political Situation: The political situation is a big factor in any industry. This is a general factor
for all of the business entities as well as for the general public. Any political disorder results in
problems of the organizations daily hazards. For example, hartal, strike etc can hamper the
normal product distribution of ACME to the local or regional distribution.
Economic: It is a general factor that affects any profit making organization. It explains the
market demand supply, public disposable income etc. ACME would export product to that
countries which has got people with high disposable income. The prices of the products are to be
set accordingly. In the national level, few districts have higher sales, higher profit margin and
also higher distributors or trader profit. For example Dhaka, Chittagong, Bogra, Sylhet, it can
also be based on area, Dhanmondi, Gulshan, Banani etc.
Social: This general factor is important because it defines the culture, rules and norms and other
influences of the Society that the country is operated in. ACME cannot easily have higher profit
margin because our society is not accustomed to habit of having Juice or Tea in a regular routine

manner. They do not understand the importance of juice in their daily diet or having pure refined
mineral water on roads. They do not understand how having branded tea is useful to their health.
So, it is affecting ACME.
Technology: ACME is a manufacturing company. So technology is a big general factor for any
manufacturing company. The machineries that are being used are a part of the technology.
Different machines have different production capacity. They need trained personnel to operate
them. So the training facilities come into play as well. The workers of the plant need to be aware
of the upcoming technologies and their preliminary education is also a factor. Here comes the
question of their payment. This shows how important technology is and how it is affecting the
operation of the organization.
Analysis of some critical factors for the Company
Government:
The type of government in control is a major general factor. For example, in these days of
Globalization, Foreign Direct Investment is a general thing. But it depends on the ruling
government. If the government welcomes foreign direct investment then it becomes a problem
for the local companies because lot of foreign giants would come to dominate the market which
is currently dominated by Pran, Shezan, Starship, ACME etc. Dabur is trying to enter Bangladesh
but are not being able to. Government is also important because they can monitor the product
prices, product quality and also set up new rules. Government lobbying is a very important factor
in Bangladesh. The type of government is very influential and it can also affect the company, for
example how corrupted the current government is or how high the transparency is.
Competition:
This specific factor prevails in any industry and for any company. It sets up the prices, shows the
quality of the promotional activities of the industry, taste of the product etc. On the other hand,
Taaza is so advanced in its promotional activities that are creating a huge gap in competition
where Ceylon tea or ACME tea is not being able to compete.
Regulations:
It is a general factor that is there for every type of markets and products. For example, ACME is
a corporate brand. Our brand symbolizes sophistication. That is why the main target of our
mineral water customers is restaurants, hotels, institutions and cafeterias. Sheraton, Four seasons
and other restaurants use our mineral water. Recently, BSTI has announced that every product
has to set up packaging in Bengali; we must use Bengali in product bodies. We have to write the
product names in Bengali. This can hamper our brand image in that sort of hotels, and now, we
have to change our package printing in that way. This is a matter of time and costing and also a
determinant factor for the external customers. This external factor is a big issue for any company
in any industry.

Target Market: This specific factor gives the company the narrow direction that is should hold
on to. To be specific, this factor gives the organization the phenomena on which to make the
profit. It is as important as the name suggests. For ACME, there are different target markets for
different products, Juice 150, 250 and 1000 ml have different target markets. Same goes with
water and Tea.
Demographics (Population Size): it is the population size, shape and overall estimation of the
general population. No matter it is one of the most influential general factors for every market. It
describes the population size and provides an estimation and calculation for the Market size.
Dhaka has a population of 20 million, but that does not mean that 20 million is the market size of
ACME. Our market size is within the population which is characterized and described by
Demographics.
Supporting Industries:
It is specific for specific industries. For ACME, the supporting industries are Distribution,
Media, Software, Packaging agencies; Trade Market etc. these industries support the operation of
ACME. For example, TV channels, Newspaper, Billboards and all other media enables ACME to
communicate with the target market, packaging companies like tetra pack helps us to enhance
better packaging for our products. Advertising agencies like paper rhyme and Ogilvy helps us
build our product and prepare our communication and marketing plan. These are all different
industries but it shows how importantly and closely they are related to our operations.
Supporting industries in general view:
We have talked about the supporting industries of ACME. Now lets look at it from a general
perspective. Supporting industries discussed in the specific factor are different industries which
play very important part in the operations of other companies as well. They may be our
competitors or our sister concerns. Now, from general viewpoints, how well or how differently
other companies can use them makes a lot of difference in any industry. For example, let us look
at how brilliantly they are being used by Unilever or Square, or even Ericsson or Nokia. This is
changing the market about the effectiveness and efficiency of how well they are being used.
These are difference making effects on the whole market and the overall business.
Factors Critical for the exchange Rate Movements of Currencies:
This is very important for the companies as well as for countries in the international market.
Talking about it in the specific sectors, let us take the case of ACME exporting products to UK.
We have to take consideration of the income level, inflation rate, exchange rate between Taka
and pound. When the inflation rate of UK is higher than that of Bangladesh, there would be high
prices of UK products in UK. But compared to the UK local products, the prices of Bangladeshi
products would be cheaper. Therefore, there would be an upward pressure on the demand for the
Bangladeshi goods which also includes ACME products. This would also enable ACME to earn
higher profits. On the other hand, if the exchange rate is high, for example 100 TK gives 1, then
ACME would have certain amount of profit, but when it is !20 TK to 1, then the profit
calculation changes. Now, this exchange rate is influenced by critical factors like Income Level

between the two countries, Inflation rate, interest Rate, and also the economic factors of the two
countries.
International Financial Market:
In the Macro view, there are lots of things that can affect the exchange rate movement between
two countries and also between the capital flows of the business operated in both the countries.
These factors includes like Balance of Trade, Export, Import, Duty, Taxes, Quotas, Balance of
Payments, Financial Aid, Current Account and Capital Account. These things affect any business
both internationally and nationally.
Stakeholders:
Customers are the most important stakeholders because they are the key to our purpose of
running our business. Directors are the persons who are responsible for the existence and
continuation of the business. ACME is a private limited company so there is no question for
shareholders. The government is another stakeholder because they are affected by the nature of
the product we sell and our tax payment and our operations countrywide. Supporting industries
can be our Banks and all other companies that provide their services to us.
Raw Material Specification for Mango Pulp:
Sl No.
01

Description
Physical Appearance

02
03
04
05
06

Color
Taste
Aroma
Acidity (as Critic acid in m/m)
Brix (Sugar%) at 20 degree
Centigrade
PH
Viscosity (Spindle 4, 50pm)
Total soluble solid (in m/m)
Specific gravity
Arsenic (As in mg/kg)
Lead (As Pb in mg/kg)
Cooper (As Cu in mg/kg)
Zinc (As Zn in mg/kg)
Tin (As Sn in mg/kg)
Sulfur Dioxide (in mg/kg)

07
08
09
10
11
12
13
14
15
16

Specification
The Pulp shall possess uniform color,
characteristic taste and flavor of mango. It
shall be free from any foreign particles.
Golden Yellow
Characteristic taste
Typical Mango
0.40% 0.60%
14.00% 16.00%
3.50 4.00
3000 cP 5000 cP
15.00% 20.00%
Not less than 1.050
Maximum 0.20
Maximum 0.30
Maximum 5.00
Maximum 5.00
Maximum 25.00
Not more than 40 ppm

17
18
19

Total Count
Caliform
Yeast & Mould

Less than 50 cfu/g

Nil
Less than 50 cfu/g

Net Weight:

150 ml, 250 ml and 1000 ml tetra packed

Product:

Orange Juice

Brand:

ACME

Raw Material Specification of Orange Pulp:

Sl. No.
01

Description
Physical Appearance

02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17

Color
Taste
Aroma
Acidity(As Citric Acid in m/m)
Brix
PH
Total soluble solid (in m / m)
Arsenic (As in mg / kg)
Lead(As Pb in mg / kg)
Copper (As Cu in mg / kg)
Zinc(As Zn in mg / kg)
Tin ( As Sn in mg / kg)
Sulfer Dioxide (in mg / kg)
Total Count
Coliform
Yeast & Mould

Specification
The concentrate shall possess uniform
color, characteristic taste and flavor
of orange. It shall be free from any
foreign particles.
Orange yellow
Must be characteristic of Orange
Typically Orange
3.80%-4.80%
Not less than 63%
3.50-4.00
75%+/-2.50%
Maximum 0.20
Maximum 0.30
Maximum 5.00
Maximum 5.00
Maximum 25.00
Not more than 40 ppm
Less than 50 cfu/g
Nil
Less than 50 cfu/g

B. Price list of Acme Juice:

Category
1000 ml
1000 ml
1000 ml

Flavor
MO
MC
MP

DP
38.50
38.50
54

TP
41
41
58

MRP
48
48
68

1000 ml
1000 ml
250 ml
250 ml
250 ml
250 ml
150 ml
150 ml

OC
OP
MC
MP
OC
OP
M
O

38.50
54
12.30
15.50
12.30
15.50
7.50
7.50

41
58
13
16.50
13
16.50
8
8

48
68
16
20
16
20
10
10

C. FEATURES:
Essential Features:
Unique Taste & Flavor.
Hygienic UHT Packs
Nutritionally rich, free of noxious preservatives.
Meet the requirement of the consumers of all ages & groups.
Competitive price.
Free of noxious preservatives.
Supportive Features:
Can be used at all times round the year.
Gives a feeling of freshness all day long.
Can be used by all in the family.
Prevents offensive diseases.
ANALYSIS OF MARKET SIZE, SEGMENTS & SHARES:
Total sales of fruit juice are approximately TK. 144 crore per annum.
Market growth rate (annually total market) is approximately 19%.
Mainly six companies are competing with each other.
Pran is holding the market leader position with approximately 53% market share.

We are in the second position with 18% market share.

Starsihp at 10%, Danish at 11%, Shezan at 8% and others.
Due to consumers increasing awareness regarding healthy diet and fitness, 20% consumers
have switched to fruit juice from CSD (Carbonated Soft Drinks) last year.
Akij Group came up with a new range of fruit juice named Frootika.
ANALYSIS OF THE COMPETITION:
DISTRIBUTION NETWORK

PROMOTIONAL

STRATEGY

&

A brief account of the promotional strategy of Pran, Danish and Starship is given below:
PRAN:
PRAN was supported through TVCs and press media in a consistent basis. In terms of pitch the
respective brand appeals were used. Pran has top of the mind awareness among all cross section
of people due to its heavy media presence and strong distribution network. Pran has been made a
strong claim Deshi through their TVCs which is exceptional compare to other competitors. To
make the Groups products available at the every knock & corner of the country PRAN has
developed the best sales & distribution network all over the country. To ensure fast & smooth
distribution companies has set up 9 distribution depots & have appointed more than 1000 dealers
all over the country. To cope up with the rapid & ever changing market situation & to come up
with innovative marketing strategy and ideas company has set up a full-fledged In-house
advertising agency comprises of the best talents of the country. Company spends a large portion
of their promotional budget in brand building exercises at home & abroad. Lastly their winning
strategy of market leader is Hammering.
DANISH:
Recently commissioned, this unit produces highest quality fruit drinks under the brand name
Danish Fruit Juices. In addition to their vast sales and distribution network of dealers, they have
6 sales depots located at strategic points. They have mobilized adequate distributors to serve all
parts of the regions; they are one of the largest distribution organizations in Bangladesh. This
network makes possible the flow of goods from the producer through intermediaries to the buyer.
Their network and operations are described below:
No. of towns under regular coverage are 177.
No. of distributors are 194.
No. of outlets under regular frequency are 97,665.
No. of sections (each consist of 50 outlets) are 1782.

No. of Sales Area is 14.

No. of Sales Territory is 80.
STARSHIP:
Among the several units of Abul Khair Group, milk and beverage is one of the most vital
divisions of the group. They have three different types of products in their juice category, which
include Mango, Orange and Pineapple with three different SKUs 250 ml, 200 ml and 125 ml.
Their target market is mainly commercial user as well as Family consumer. They positioned their
brand from upper mid level to the mind of consumer. They have a nation wide coverage through
their strong distribution network and also engaged in exporting. Their main mission is to create
brand demand, image and customer confidence by ensuring quality, availability and rich
communication with ultimate consumer. As Danish is in the media with their current TVC, it has
significantly high top of the mind recall. They offered a discount for their kids pack. Foler raja
aam, ar aamer roshe Danish- through this line they made a significant high top of the mind
recall towards their target customers.
Distribution Network of ACME Juice:

Central Warehouse
(Factory)

To various Depots (16)

Distributors (290+)

Wholesalers

Retailers

Customers

Marketing Plan Of ACME Mustard Oil

INTRODUCTION

The Mustard oil market in Bangladesh is not as huge as the other FMCG products market. But
figures show that it is still a handy one and is worth investing in order to increase product line.
There are three main players in the market Radhuni, ACI Pure and Shuresh Mustard Oil. The
market is not very big. The demand of the products fluctuates according to the economic and
market conditions because these are not necessary products. But with proper marketing plan the
market demand can be manipulated and demand can be increased. This paper is written as part of
the course and is on the launch and marketing plan of Mustard oil by The ACME Agrovet and
Beverages Ltd.
Main Players
The Mustard oil segment is characterized by the presence of players each having a number of
offerings in terms of platform and/or benefit offered.
Brand
Radhuni
ACI Pure

Packaging
Plastic bottle
Plastic bottle

Quantity
250 ml
200 ml

MRP
40 TK
35 TK

Suresh
Mustard Oil

Plastic bottle

250 ml

40 TK

Trade Price
36 tk/36.5 tk
31 tk to 31.5
tk
35 tk/35.5 tk

Benefit Propositions of the Major Players

The players play in the industry by price and coverage. The packaging is good for Radhuni and
ACI Pure for their attractive design. Among them Radhuni got very attractive design. For
Shuresh Mustard Oil, the packaging is not an issue. They try to focuses on the rural flavor. We
can see in the above pricing column that Radhuni is targeting more premium segment and ACI
Pure is just competing with it. Shuresh Mustard Oil is targeting narrow segment. This may be the
reason as Shuresh Mustard Oil is a small organization. Their main distribution relies on the
distribution plan that they have for their other products. They use the same sales force to
communicate with the retailers and distribute the products. The production facilities are the same
as they got different product facilities in their product basket.
The benefit propositions being offered by the major players in the market are as follows:
Brand
Radhuni
ACI Pure
Shuresh Mustard Oil

Benefit
Taste, Quality, Packaging
Taste, Quality, Packaging and Price
Quality and Price

Competitive Picture
In order to strengthen their distribution strategy, the players provide incentive for the retailers in
order to shelve and promote their products to the consumers. These strategies help them to

persuade the retailers so that they can offer and these products. The retailers even persuade the
consumers to buy these products of companies whose offers satisfy them most. The benefit
segment is dominated by major players and their respective value share in the market is as
follows:
Brand
Radhuni
ACI Pure
Shuresh Mustard Oil

Trade Offer
They offer a margin of 4 taka to the retailers with
occasional gifts like wall clock spices item or show pieces.
They offer the highest trade margin ranging from 4 tk to 4
tk. They too provide the same trade offers.
Their distribution and production is the highest among
these 5.

Analysis of Competition:
The competition game is not that great due to lack of players in this segment and lower demand.
But there are several factors that make differences in the sale of these products.
Expiry Date:
Usually, these products have a long life span. Radhuni is the most successful among these three
due to its longer expiry time frame.
Shelving:
Due to quality factors, these products have to be stored in dry place. Retailers have to make
choices on which products to store in which places as there are different sizes of shops. Where
they store the product is very much important issue. The product can not destroy easily so they
can store a lot of amount of the product.
Income Segment Target Market:
This is the most important factor. In analyzing the demand, we must see the consumers who are
buying the product, which is the reason behind the manufacture and investment.
Mustard oil is very much demandable product and it is used almost every family. From lower
middle class to the upper class people everybody use the products.
Distribution Network:
The distribution is simple. These products are distributed along with the other products of the
company. From the factory, the products are taken to the central warehouse. These products are
carried mainly by the delivery vans and distribution trucks. Then they are taken to the
distributors, from there, they are carried to the retailers. Companies use the same distribution
facility in order to carry these products along with the other products that they have.

ACME Mustard Oil

With proper marketing plan and promotion, we can create the demand for this product. The
ACME Agrovet and Beverages Ltd can launch this product to increase their product line, and
with existing distribution network and sales force, they can come up with profitability. With the
brand ACME Mustard oil, ACME can launch this product and a feasible marketing plan is
designed to make this product a successful one.
Industry Overview
This Agrovet and beverage industry has got some critical factors. The most important of them is
pricing. Although Brand is very important aspect by which we can persuade consumers to buy
the product but it is a part of promotion. The depreciation costs, fixed assets costs, production
costs, packaging costs, salary and lot of other factors are critical, but the pricing is set
considering these factors. The industry is mainly focused on the product taste, price and
availability. 1 taka or 2 taka price difference is a key factor in pushing this product into the
market. Initially, these products are pushed into the different outlets (Shelving) for them to be
available into the market, and then through promotion, they are pulled by the consumers.
Michael Porters Five Forces Model:
Threat of new Entrants: this depends on who is entering. Generally, this threat is low because it
is not every now and then that a company is entering this industry. But when we judge the
market and see that most of the local giants like ACI Ltd. However not in large scale but in
locally some company may start to produce the Mustard oil.
Industry Rivalry: Since this industry is very price sensitive the rivalry is very high. Price
depends on all the internal expense and operational costs of the company, that is why, it is not
easy top be price-change responsive for all the companies. For example, if Pran Juice decreases
Juice price for 1 TK, ACME Juice may not be that much responsive to this change because they
simple cannot. Radhuni is nationally a great player; it costs 24 TK. for its 250 ml , whereas ACI
and others cover it in 23 TK.
Substitute Products: For Juice, the substitute products are other energy drinks, fruit drinks and
other Chinese natural drinks. For Tea, the substitute is Coffee and for mineral water, the
substitute is carbonated soft drinks. For juice, the pressure of the substitute product is moderate
because now, the population is increasingly becoming aware of how important it is to have some
juice in their daily lives. For mineral water, the pressure of carbonated soft drinks is becoming
lower because people have become aware of the side-effects of daily consumption of those
products. For ACME Mustard oil the main substitute product is olive oil, which is not used in our
country.
Bargaining Power of Buyers: undoubtedly, this is very high. The buyers are they key to this
industry and they can have whatever they want in this price sensitive industry. With the pull
strategy being used extensively, the buyers are absolutely pressure free for whatever they want to
have.

STOWS Matrix:
Strengths
Opportunities SO Strategies
v Production research and development

Weaknesses
WO Strategies
v Part-time employees

v Product Quality and Price for Dual income v Hiring of trained personnel
Families
from supporting industries
v Export ease to pharmaceuticals
international markets
Threats

ST Strategies

WT Strategies

v ACME group can do government lobbying v Change in traditional

to stop foreign players.
thinking can realize
competitors opportunities.
v Product quality can fight with fake
products.
Marketing Strategy for ACME Mustard Oil
Target market & Consumer profile:
Socio-economic Class: urban and semi urban.
Life Style & Attitude: Working women as well who currently use non packed mustard oil.
PROMOTION STRATEGY
In order to market the product, we can use both ATL and BTL. TV, newspaper, radio, bill board,
school branding, trade offer and other social campaign can prove to be very effective. The main
strategy would be to incorporate this product as part of everyday meal and make people believe
that consuming this product is healthy and safe. This is the way we can create demand for this
product.
Billboard:
Billboard is one of the most useful promotional tools for any brand. The scope of its visibility is
very much higher compare to other promotional tools. But due to extreme popularity of media
mix, its value is getting down day by day. Currently ACME has some billboards across the
country. All of them are in a very prominent place where the visibility is too high. Considering
the budget constraints if it is possible then we should take few more billboards all over the
country.

Merchandising
A heavy thrust on merchandising will take place. Emphasis will be given to activities like
window hiring, display competition, etc. A special effort will be made to create some obstacle on
other antiseptic/antibacterial soaps.
POP Materials:
POP materials like stickers would have to be used to remind the target customers at the point of
purchase. In addition these should also serve the purpose of informing those who are still
unaware till the time of purchase. POP materials include buntings, danglers, shelf talker, bus
hanger, poster etc. Some proposed POP materials for superstore and for upper class level are
showed as below:
MEDIA MIX OF THE CAMPAIGN
Press:
Publications will be carefully selected keeping in mind the target customers. Regional
newspapers will be used to increase usage and sales in the respective regions. The circulations of
the newspaper are described as below:
Newspaper Circulation:
SL No.
1
2
3
4
5
6
7
8
9
1
2
3
4
5
6

Publications
English Dailies
Daily Star
NEW AGE
Independent
Bangladesh Observer
Financial Express
Bangladesh Today
News Today
New Nation
Holiday (weekly)
Bengali Dailies
Prothom Alo
Jugantor
Samakal
Naya Diganta
Ittefaq
Amar Desh

Circulation
Bangladesh
50,000
15,000
10,000
8,000
6,600
4,400
4,000
3,500
10,000
350,000
185,000
150,000
130,000
165,000
135,000

7
8
9
10
11
12
13
14
15
16
17

Amader Samoy
Janakantha
Inqilab
Ajker Kagoj
Bhorer Kagoj
JaiJaiDin
Sangram
Manabjamin
Dainik Dinkal
Sangbad
Bangla Bazar Patrika

65,000
90,000
60,000
40,000
35,000
30,000
18,000
15,000
11,000
10,000
5,000

Newspaper Readership (%):

Sample size: (Across Urban, Metro and Rural):14,880 persons
Recommendation:
After completing a successful launch we should go for press communication through large size
color (10 col x 4) insertion for at least one month in the highest circulation papers. It is
described as below:
Sl.

Publications

Position

Size (Col x inch)

Cost

10 col x 4 inch

No. of
Insertion
2

1.

Prothom Alo

2.

Jugantor

3.

Ittefaq

4.

Daily Star

Front page
(Color)
Back page
(Color)
3rd page
(Color)
Front page
(Color)

10 col x 4 inch

154000

10 col x 4 inch

295200

10 col x $ inch

384000

473600

Most read Magazines

So in the same time we should go for some insertions to the magazines which are read by the
consumers mostly.
Radio:
Ownership of Radio (%):

Sample size: (Across Urban, Metro and Rural):14,880 persons

Radio campaign will be developed and released in central station. A significant thrust will be on
radio campaign as it is one of the most important media that reaches a large majority of semiurban and rural dwellers. As a result after completing a successful re-launch we can develop our
radio plan in the following manner:
Foorti 88.0 fm
Brand: ACME Chocolina
Duration: 30 Sec.
Programs

Position

Hello Dhaka (7am-9: Before

30am)
Dhaka Calling (4pm- Before
8pm)
Card Total
Add 15% Vat
Grand Total

Duratio Rate
n
30
25

Spots

Cost

320

225000

30

320

270000

640

495000
74250
569250

25

Total number of spots Program wise:

2008
September
80
80
160

October
80
80
160

November
80
80
160

December
80
80
160

Today 89.6 fm
Duration: 30 Sec.
Programs

Position

Hello Dhaka (7am-9: Before

30am)
Dhaka Calling (4pm- Before
8pm)
Card Total

Duratio Rate
n
30
20

Spots

Cost

320

162000

30

320

216000

640

378000

20

Add 15% Vat

Grand Total

56700
434700

Total number of spots Program wise:

2008
September
80
80
160

October
80
80
160

November
80
80
160

December
80
80
160

Top 10 TV Channels:
The television campaign will go during the launching month er. Thereafter a shorter version of
TVC will be followed in the next. Spots will be scheduled during the launch phase in a way that
the spots are placed before programs with high viewer-ship, i.e. Bengali Package Dramas and
Magazines etc. In addition, sponsorship of dramas, serials and events may also be considered.
Strong brand equity can be developed through TVCs by sponsoring public health message
related serials/dramas aimed at propagating hygienic practices in the daily life activities.
Product Profile
Brand Name: ACME Mustard Oil
Quantity: 250 ml
Trade Price: 18 tk
Market Price: 22 tk.
Performance attributes:

Gives quality assurance.

Appearance and feel related attributes

Eye catching promotion

Shape has a premium look

Attractive label color

Packaging

Attractive pack

Modern pack

Eye-catching pack

Other attributes

Suitable for all seasons

Suitable for all in the family

Product of a reputed manufacturer

Economic-in-use

Conclusion and Recommendations

1. Persuasion: in addition to the attraction of the children, we also have to work in making
the parents believe that this product is good and useful for kids to consume. Parents
should understand what they are providing their kids and it is an easier way to provide
energy.
2. Universities and Schools: We have to talk to different private universities to go through a
win-win relationship. We would ask them to use our branded Wall Clock in every
classroom. We would sponsor their clubs, for example Young Entrepreneurs Society in
NSU, AIESEC in IBA, etc in their social activities, in return we would provide part time
jobs for their students with certain requirements in our Agrovet and Beverage department.
Here, we can fulfill the setbacks of this department by employing these part time students
at a much lower salary and they can deliver the services that we take from other
departments of the ACME group. For example, several designs that are prepared by the
designers of the pharmaceuticals departments are not up to the mark and require
consistent briefing. With students and their creativity, we can use the services at a much
lower cost where we do not have to higher professionals for our Agrovet. In this way, we
can develop our employees for future. In this way, the universities can also advertise that
they can manage part time jobs for their students.
Bibliography

Malhotra K. Naresh, Marketing Research, 4th Ed. Pearson Education; India. 2004.

Secondary Data: Sirius MKT & Social Research Ltd., Market data

Share !
background of the Report
The internship program which is an essential part of the BBA program to complete the degree
and exercise a significant importance as it enables a student to familiar with the practical
business activities. The student work closely with the people of an organization and learn about
the functions of that organization. This program enables a student to develop his analytical skill
and scholastic attitude.
Purpose for the Report
Now Bangladesh is more intense as a competitive market in Agrovet and beverage industry with
lot of foreign and local companies. People being more health conscious day by day, they are
becoming aware about their daily diet in which liquids play the vital role. Now, people
understand that fresh juice is a healthy beverage in their daily diet. The young generation is more
inclined towards drinks, which may be a result of western cultural invasion, but is good for
health. Women are more conscious about the purity and hygienic ness of spices and mustard oil.
The use of bottled pure drinking water has speeded up as never before, both in terms of choice
and of necessity. The use of tea as an important beverage has become a lifestyle and a matter of
class. Therefore, products that consumers perceive, buy and use are equally important to them as
well as to the companies providing it.
The main purpose of the report is to find out and analyze the current market scenario and
marketing plan of the portfolio ACME and come up with different promotional strategies for,
ACME Premium Classic Mango and Orange Juice and ACME Premium Gold Tea, ACME spices
and ACME Mustard Oil. Our local market is well aware of the branding in products like cars or
garments. But with this report we would be able to find out their perception about the beverage
products and how far does their perception differs from that of the companies.
Importance of the Report
This report is very important from the companys viewpoints as well as mine. Besides giving me
a real world exposure, this report would also enable the company to understand the market from
a different angle. With lot of tea products, mineral water and juices in the market, the
competition is getting intense with foreign players already playing a key role to shape the

perception and choices of the consumers. When it comes to juices, people in Bangladesh do not
understand the importance of daily juice consumption, as it is very much visible in the western
world. Moreover, Spa, Mum, Fresh and other mineral water brands are capturing market share
fiercely. On the other hand Tea and mustard oil is a newer product for ACME and it is not yet
distributed to a large scale. Therefore this research would help the company and allow me to
study the current market.
Objective of the Report
Obviously, the report would lead us towards what information we want from the market.
Therefore, it is very important for us to have objectives of our own to carry out the report in
order to have a proper guideline through out the report.
Broad Objective
To find out and analyze the current market scenario and marketing plan of the portfolio ACME
and come up with different promotional strategies for, ACME Premium Classic Mango and
Orange Juice and ACME Premium Gold Tea, ACME spices and ACME Mustard Oil.
Specific Objectives

To analyze the current market and compare the market shares.

Developing a set of desired traits necessary for successful marketing plan.

Find out comparative position of the company.

To know about ACME Agrovet and Beverage Company as a whole.

To design promotional strategies for each of the products under ACME Portfolio.

To recommend solutions for solving the problems faced by the organization.

Providing general idea about the spice, juice, tea and mustard oil industry of Bangladesh.

Methodology
This report has been developed using both primary and secondary data collected from the related
people including existing vendors, service providers, marketing experts and most importantly the
sales force members. The internet was widely accessed to find vital data regarding the current
trends and the organizational data. In addition to that, several magazines and journals were used
to get detailed idea about this industry. Most of the data used in this report regarding the
company policies and management practices were collected from the employees of The ACME
Agrovet & Beverage Ltd. at the corporate headquarters. I have adopted the under mentioned
methods to conduct the activity-

Determining the source of information:

In the next step, I determined the source of information that would be required for the study. I
used both primary and secondary data to conduct the study.
Primary Data:
I have collected primary data by interviewing employees and clients of ACME Agrovet and
Beverage Ltd. Primary data were derives through discussion with the employees of the
organization. I have collected primary data in the following way:

Face to face interview with both employees and clients.

Observing the operational activities of the organization.

Secondary Data:
Different types of data are used in this study. Sources of secondary data are as follows:

Internal source.

Annual report of the company.

Preceding research report.

Internet

External Source:

Different books and periodical related to marketing plan.

Newspaper

Other internship reports

Friends suggestions

Supervisors advice

Limitations
By blending all my knowledge, I tried my level best to keep the limitations as short as possible.
But beside all the efforts, I faced the following limitations:

There were scarcity of adequate data and information on the relevant topic as same data
are treated as very much confidential.

The topic of the report being a vast one.

The topic of the report involving multidimensional factors other than pure business
related factors.

The industry being a high involving one from the sellers perspective.

The minority of experience and knowledge of mine acts as constrains to prepare this
report.

Preparation of a report on such topic requires more time than I got to do so.

Lack of detailed, to-the-point information about operations from the organization.

Introduction
ACME is one of the renowned names in Bangladesh which has started its business in 1954 and
doing its business quite well. ACME has started its business in the field of medicine now it has
investment in various areas.
Late Hamidur Rahman Sinha was the founder of the ACME Laboratories. ACME Laboratories
was founded to manufacture ethical drugs. At first it was a proprietorship business. It started with
the modest introduction of a few oral liquid products
In the year 1976 ACME has converted into Privet Company. Modern equipment makes this
company one of the leader among all the industries in Bangladesh. Still now ACME successfully
overcome all the problems and achieves great success.
ACME has also endeavored to strengthen its network in international marketing operations to
export its products abroad. We are optimistic about our continued growth and success.
Over the years our high achievement drive, our hard working and competent staff and confidence
in our quality products have contributed to our growth. We have clear goals that inspire us and
we believe to be possible for us to reach. We continuously strive to reach our goal of being the
best in our field which indeed is what ACME literally stands for.
Company Overview
ACME refers the the apex or the highest point. Health vigor and happiness is the philosophy
of the ACME Laboratories. Its endeavor is to produce, distribute best quality drugs for the
society and maintain the quality of the product in every steps of production. it also accelerates

its activities for materializing the WHO ( world health organization) ensuring health for all
with in 2015.
ACME Group is one of the leading and diversified global conglomerates in Bangladesh, with
offices in all major cities, employing over 3000+ employees and dedicated to bringing the
highest quality products and services to our customers. ACME continuously seeks to expand its
production facilities, add employees and increase its sales and marketing efforts. According to
the latest statistics, out of about 300 pharmaceutical companies in the country, The ACME Labs
is one of the top four.
The ACME Laboratories Ltd, the pharmaceutical major and the flagship Company of the ACME
Group, is a Manufacturer and Global exporter of Human, Herbal and Veterinary Pharmaceutical
products. Our comprehensive Product List ranges from Antibiotics to Histamines to Vitamins.
About ACME Agrovet & Beverage Ltd
ACME Agrovet and Beverage Ltd. is the latest of innovative enterprises from ACME group with
its state-of-the-art technology and quality of Parma grade. ACME Agrovet and Beverage Ltd
established in 2005. Primarily it started with small range like mango and orange juice. Later on it
followed by ACME drinking water and then ACME spices.
Acme is planed to introduce two new brands ACME Tomato catch-up and ACME mastered oil.
ACME Agrovet & Beverage Ltd. established a modernized plant in Bangladesh located at
Dhamrai under Dhaka district about 30km. west of Dhaka city. Plant is well equip with
modernized technological facilities and run by qualified personnel in accordance with the
stringent guideline of BSTI.
Historical Achievement of the ACME Laboratories Ltd.
ACME is one of the leading pharmaceuticals company in Bangladesh. The top most
pharmaceuticals company that has large contribution in the society and controls the drug market
possessing huge market share in Bangladesh ACME is one of those. Late Md. Hamidur Rahaman
is the founder of the ACME Laboratories.
1954- ACME Laboratories established as a proprietorship for manufacturing Pharmaceutical
items.
1976- ACME Laboratories converted into a private limited company.
1978- Introduces to produce Tablet and Capsule in new premises.
1983 Commercial operation with modern facility at Dhamrai, 6 acres land 32 km from Dhaka.
1987-Cream and ointment added in production.

1990-Achieve average 25% growth rate compared to the 13% registered by pharmaceutical
sectors.
1992- Introduce inject able products.
1997- Agro vet Division of manufacturing of veterinary and animal health care drugs in
independent factory.

Mission Statement
Our holistic approach is to ensure Health, Vigor and Happiness for all by manufacturing ethical
drugs and medicines of the highest quality at affordable prices and reaching out even to the
remotest areas by proper distribution network. We view ourselves as partners with doctors, our
customers, our employees and our environment. At present, Globalization is our top corporate
priority.
Vision
Our Vision is to reach out even to the remotest areas of Bangladesh and improve lives with
quality products at an affordable price.
The ACME Agrovet and Beverages Ltd. started its venture in 2005 with orange and mango juice.
Then it introduced drinking mineral water. Latest of their product is ACME Premium Gold Tea.
It has established a modernized plan in Bangladesh located at Hemayetpur. The plant is equipped
with modernized technological facilities and run by qualified personnel in accordance with the
stringent guideline of BSTI.
Products of ACME Agrovet & Beverage Ltd
ACME Juice:
Premium and Classic Mango and Orange Juice
One of the leading products in ACME Brand is ACME Juice. In the Juice market ACME Juice
got a leading place. The juice products are packed with the unique Tetra Pak technology. It
ensures longer shelf life, No deterioration during shelf life and free of preservative related side
effects.
As ACME is always ensure the quality, ACME juice produced by the best technology and
production process. So to ensure quality of product, ACME does the procurement from the best
source available. The company emphasizes to the greatest extent on the quality of raw materials.
The raw materials of Mango juice are imported from India and Pakistan. These are continental
mangoes of the best quality.
For Orange Juice, concentrated orange pulp is procured from the best places of Brazil, produced
by blending a pool of selected fresh oranges.

ACME mango and orange juices are differentiated due to their unique taste and flavor. Being
nutritionally rich and free of noxious preservatives, they are available in 150 ml, 250 ml and
1000ml hygienic UHT packs.
Acme Premium Drinking Water:
ACME water ensures purity and arsenic free water to the consumer.ACME premium drinking
water symbolizes Purity. ACME strictly maintains the guideline and standard of BSTI. In this
case ACME uses pet bottle as it is bottled in environment friendly PET bottle. It contains proper
mineral balance and is for all age groups. It is available in 1500ml, 1000ml and 500ml.
By this product ACME served different hotels, restaurant clinics and also different institutions.
The water treatment process includes reverse osmosis with 20 stages of filtration process, Ozone
and Ultraviolet Ray Treatment before the water is bottled.
ACME Spices
ACME produces Chili, Coriander, Turmeric and Cumin powders. The Packing material is
washed from nitrogen solution that no chance of quality hamper is there. The raw material is
collected from the local market especially from the north Bengal.
ACME Premium Gold Tea
ACME Tea premium gold, a supreme blend of CTC clones. It is unique for its aroma, color and
taste. It contains natural antioxidants. Its natural extracts refreshes and revitalizes you and keeps
you fresh and healthy
Different size tea packs will be available in 10g, 50g, 100g, 200g & 500g packs.
The product is launched as a premium product and marketed as Raw Tea. This product follows
Focus Strategy mainly focusing urban and suburban premium customers. It targets the retail
outlets. It is in its embryonic stage with the product being launched with few difficulties and
going through a sustainability period
SWOT Analysis
Strength:
1. The ACME Agrovet and Beverage Ltd have got the investment backing of The ACME
group. The goodwill of the Pharmaceutical business and also the marketing channels and
distribution resources are being used as far as possible.
2. The experience, Office premises, Management and manufacture of the ACME group is a
huge advantage for The ACME Agrovet and Beverage Ltd.

3. The Quality of the products of The ACME Agrovet and Beverages Ltd. is better than
most of the local FMCG companies. Comparing the quality, the prices of the products are
within the range of the target segment.
4. The experience, Office premises, Management and manufacture of the ACME group is a
huge advantage for The ACME Agrovet and Beverage Ltd.
5. The Quality of the products of The ACME Agrovet and Beverages Ltd. is better than
most of the local FMCG companies. Comparing the quality, the prices of the products are
within the range of the target segment.
Weakness:
1. ACME group is doing business for more than 50 years. Therefore, this may result in
traditional thinking in the top management level. Their experience is rooted by
pharmaceuticals which is a totally different product from FMCG. Even the other
departments in the group which are providing services to the Agrovet sector, have to
understand the dimensions of Agrovet in order to provide the standard of Agrovet that it
needs.
2. May be for poor salary structure or weak corporate culture, the employee turnover rate is
increasing in the whole ACME group. This is also affecting the Agrovet sector. The
employees lack motivation and productivity among themselves.
3. At present, there is no specialist Research and Development team in the Agrovet. It has
become a barrier in effective and efficient market research, new product development,
corporate strategic planning etc.
4. This FMCG market needs lot of promotional communication in the market. It is an
expense for the management. Not only ACME group, every management should
understand how brand triggers sales and they should respond accordingly. This has been
the problem of the local companies where they are falling back of the MNCs like
Unilever who are doing it better.
5. The Agrovet is fully dependent on either the import or local buying of raw materials
depending on the product. We do not have our production facilities.
6. Due to difference in the business ways, Agrovet is facing poor coordination among chain
management from all other departments. Any support Agrovet needs from the other
departments, they are not been able to deliver properly because they are trained for
printing press, pharmacy, IT and other departments, Agrovet needs specialists.
7. In order to maintain the product quality, Agrovet lacks competitive pricing and pricing
experimentation.
Opportunities:

Currently, the government is giving priority in expanding and promoting local agro-based
business in the country. This is a huge advantage to any Agrovet business. The bank loans
regarding the Agrovet industry has decreased due to government intercept to encourage
the business.

The society is changing. People are becoming very conscious about what they are
consuming. This is a good prospect for beverage industry. Now-a-days, people lack
interest in drinks like Coke, Pepsi and are more inclined towards having juice, tea and
when they are outside, having mineral water. May be now the rate is very low, but it is
increasing. It shows the prospect for FMCG products.

The number of dual income families is increasing at an alarming rate. The lifestyle of
people is becoming faster and this leaves them with minimum time to cook. Therefore, it
is a huge opportunity for spices market.

Our country is rich with natural fruits and productive land. This can be used as a source
of our raw materials needed for the manufacturing of ACME products. We can build
ways to production in our own country.

Globalization is a major factor for us to increase our market scope in the international
arena. For Globalization, it is much easier now to enter foreign market and increase our
exports to earn higher margin. It would also enable us to set up our office premises and
our manufacturing plant elsewhere where it would be sustainable for us to create an
MNC.

In our country, the supporting industries are also growing at a faster rate. There is more
number of local TV channels going international, new competition in the advertising,
market tension, and other factors as well. These things would help us in our reach to our
customers and also in other part of our business, for example, more number of TV
channels and newspapers would mean more promotional activities and decreasing
advertising cost.

Threats:
1. Globalization can also backfire. There are many corporate giants which are trying to enter
our market. Being a third world country, our country is a market place for everything.
Terrorists, smuggling, counterfeiting, product dumping and many other things. First
world countries use our country by exerting pressure on our governments to sell their low
graded products in our country. These products take away the market from our local
products. But generally they are very low in quality.
2. With increasing technology, our country being high in corruption, use those technologies
in order to make fake products under different brand names. ACI, ACME and Coke are
victims of such fraudulent activities. These technologies help these people to make
similar kind of product packages and sell them by using the reputation and goodwill of
those products.

3. The ACME Agrovet and Beverage Ltd is a sister concern of The ACME Laboratories Ltd.
Therefore, the goodwill and reputation of the products and services is like a chain that is
binding all of them. If there is any problem with the reputation and quality of any one
sister concern, the effect would be on all of them. So all the concerns have to maintain the
same standard.
4. The current corporate giants are the biggest threats not only in terms of competition but
also in ways of how they are exploiting or using the supplying industries for their own
operation. This can be in terms of their cost of raw materials. They can use low quality
raw materials and can easily cut their cost of manufacturing. This would give them a
price advantage and greater profit margin.
5. The unstable political condition is a big threat for any company. Sudden hartal or
blockage may result in the delay or no distribution of products. It can also hamper the
regular official work if there are any downtown abnormalities due to political issues.
6. The corruption in the government can result in certain changes of rules and regulations.
Any foreign company can easily bribe or can do heavy lobbying in order to enter the
market with a product of better brand image.
PEST Analysis
Political Situation
The political situation is a big factor in any industry. This is a general factor for all of the
business entities as well as for the general public. Any political disorder results in problems of
the organizations daily hazards. For example, hartal, strike etc can hamper the normal product
distribution of ACME to the local or regional distribution.
Economic
It is a general factor that affects any profit making organization. It explains the market demand
supply, public disposable income etc. ACME would export product to that countries which has
got people with high disposable income. The prices of the products are to be set accordingly. In
the national level, few districts have higher sales, higher profit margin and also higher
distributors or trader profit. For example Dhaka, Chittagong, Bogra, Sylhet, it can also be based
on area, Dhanmondi, Gulshan, Banani etc.
Social
This general factor is important because it defines the culture, rules and norms and other
influences of the Society that the country is operated in. ACME cannot easily have higher profit
margin because our society is not accustomed to habit of having Juice or Tea in a regular routine
manner. They do not understand the importance of juice in their daily diet or having pure refined
mineral water on roads. They do not understand how having branded tea is useful to their health.
So, it is affecting ACME.

Technology
ACME is a manufacturing company. So technology is a big general factor for any manufacturing
company. The machineries that are being used are a part of the technology. Different machines
have different production capacity. They need trained personnel to operate them. So the training
facilities come into play as well. The workers of the plant need to be aware of the upcoming
technologies and their preliminary education is also a factor. Here comes the question of their
payment. This shows how important technology is and how it is affecting the operation of the
organization
Analysis of Some Critical Factors for the Company
Government:
The type of government in control is a major general factor. For example, in these days of
Globalization, Foreign Direct Investment is a general thing. But it depends on the ruling
government. If the government welcomes foreign direct investment then it becomes a problem
for the local companies because lot of foreign giants would come to dominate the market which
is currently dominated by Pran, Shezan, Starship, ACME etc. Dabur is trying to enter Bangladesh
but are not being able to. Government is also important because they can monitor the product
prices, product quality and also set up new rules. Government lobbying is a very important factor
in Bangladesh. The type of government is very influential and it can also affect the company, for
example how corrupted the current government is or how high the transparency is.
Competition:
This specific factor prevails in any industry and for any company. It sets up the prices, shows the
quality of the promotional activities of the industry, taste of the product etc. On the other hand,
Taaza is so advanced in its promotional activities that are creating a huge gap in competition
where Ceylon tea or ACME tea is not being able to compete.
Regulations:
It is a general factor that is there for every type of markets and products. For example, ACME is
a corporate brand. Our brand symbolizes sophistication. That is why the main target of our
mineral water customers is restaurants, hotels, institutions and cafeterias. Sheraton, Four seasons
and other restaurants use our mineral water. Recently, BSTI has announced that every product
has to set up packaging in Bengali; we must use Bengali in product bodies. We have to write the
product names in Bengali. This can hamper our brand image in that sort of hotels, and now, we
have to change our package printing in that way. This is a matter of time and costing and also a
determinant factor for the external customers. This external factor is a big issue for any company
in any industry.
Target Market

This specific factor gives the company the narrow direction that is should hold on to. To be
specific, this factor gives the organization the phenomena on which to make the profit. It is as
important as the name suggests. For ACME, there are different target markets for different
products, Juice 150, 250 and 1000 ml have different target markets. Same goes with water and
Tea.
Demographics (Population Size)
It is the population size, shape and overall estimation of the general population. No matter it is
one of the most influential general factors for every market. It describes the population size and
provides an estimation and calculation for the Market size. Dhaka has a population of 20 million,
but that does not mean that 20 million is the market size of ACME. Our market size is within the
population which is characterized and described by Demographics.
Supporting Industries:
It is specific for specific industries. For ACME, the supporting industries are Distribution,
Media, Software, Packaging agencies; Trade Market etc. these industries support the operation of
ACME. For example, TV channels, Newspaper, Billboards and all other media enables ACME to
communicate with the target market, packaging companies like tetra pack helps us to enhance
better packaging for our products. Advertising agencies like paper rhyme and Ogilvy helps us
build our product and prepare our communication and marketing plan. These are all different
industries but it shows how importantly and closely they are related to our operations.
Supporting industries in general view:
We have talked about the supporting industries of ACME. Now lets look at it from a general
perspective. Supporting industries discussed in the specific factor are different industries which
play very important part in the operations of other companies as well. They may be our
competitors or our sister concerns. Now, from general viewpoints, how well or how differently
other companies can use them makes a lot of difference in any industry. For example, let us look
at how brilliantly they are being used by Unilever or Square, or even Ericsson or Nokia. This is
changing the market about the effectiveness and efficiency of how well they are being used.
These are difference making effects on the whole market and the overall business.
Factors Critical for the exchange Rate Movements of Currencies:
This is very important for the companies as well as for countries in the international market.
Talking about it in the specific sectors, let us take the case of ACME exporting products to UK.
We have to take consideration of the income level, inflation rate, exchange rate between Taka
and pound. When the inflation rate of UK is higher than that of Bangladesh, there would be high
prices of UK products in UK. But compared to the UK local products, the prices of Bangladeshi
products would be cheaper. Therefore, there would be an upward pressure on the demand for the
Bangladeshi goods which also includes ACME products. This would also enable ACME to earn
higher profits. On the other hand, if the exchange rate is high, for example 100 TK gives 1, then
ACME would have certain amount of profit, but when it is !20 TK to 1, then the profit

calculation changes. Now, this exchange rate is influenced by critical factors like Income Level
between the two countries, Inflation rate, interest Rate, and also the economic factors of the two
countries.
International Financial Market:
In the Macro view, there are lots of things that can affect the exchange rate movement between
two countries and also between the capital flows of the business operated in both the countries.
These factors includes like Balance of Trade, Export, Import, Duty, Taxes, Quotas, Balance of
Payments, Financial Aid, Current Account and Capital Account. These things affect any business
both internationally and nationally.
Stakeholders:
Customers are the most important stakeholders because they are the key to our purpose of
running our business. Directors are the persons who are responsible for the existence and
continuation of the business. ACME is a private limited company so there is no question for
shareholders. The government is another stakeholder because they are affected by the nature of
the product we sell and our tax payment and our operations countrywide. Supporting industries
can be our Banks and all other companies that provide their services to us.
ANALYSIS
OF THE COMPETITION:
DISTRIBUTION NETWORK

PROMOTIONAL

STRATEGY

&

A brief account of the promotional strategy of Pran, Danish and Starship is given below:
PRAN:
PRAN was supported through TVCs and press media in a consistent basis. In terms of pitch the
respective brand appeals were used. Pran has top of the mind awareness among all cross section
of people due to its heavy media presence and strong distribution network. Pran has been made a
strong claim Deshi through their TVCs which is exceptional compare to other competitors. To
make the Groups products available at the every knock & corner of the country PRAN has
developed the best sales & distribution network all over the country. To ensure fast & smooth
distribution companies has set up 9 distribution depots & have appointed more than 1000 dealers
all over the country. To cope up with the rapid & ever changing market situation & to come up
with innovative marketing strategy and ideas company has set up a full-fledged In-house
advertising agency comprises of the best talents of the country. Company spends a large portion
of their promotional budget in brand building exercises at home & abroad. Lastly their winning
strategy of market leader is Hammering.
DANISH:
Recently commissioned, this unit produces highest quality fruit drinks under the brand name
Danish Fruit Juices. In addition to their vast sales and distribution network of dealers, they have
6 sales depots located at strategic points. They have mobilized adequate distributors to serve all

parts of the regions; they are one of the largest distribution organizations in Bangladesh. This
network makes possible the flow of goods from the producer through intermediaries to the buyer.
Their network and operations are described below:
No. of towns under regular coverage are 177.
No. of distributors are 194.
No. of outlets under regular frequency are 97,665.
No. of sections (each consist of 50 outlets) are 1782.
No. of Sales Area is 14.
No. of Sales Territory is 80.
STARSHIP:
Among the several units of Abul Khair Group, milk and beverage is one of the most vital
divisions of the group. They have three different types of products in their juice category, which
include Mango, Orange and Pineapple with three different SKUs 250 ml, 200 ml and 125 ml.
Their target market is mainly commercial user as well as Family consumer. They positioned their
brand from upper mid level to the mind of consumer. They have a nation wide coverage through
their strong distribution network and also engaged in exporting. Their main mission is to create
brand demand, image and customer confidence by ensuring quality, availability and rich
communication with ultimate consumer. As Danish is in the media with their current TVC, it has
significantly high top of the mind recall. They offered a discount for their kids pack. Foler raja
aam, ar aamer roshe Danish- through this line they made a significant high top of the mind
recall towards their target customers.
PRICE SENSITIVE:
Consumer group of juice product in general is highly price sensitive. Since taste of all juice
products is quite similar hence only differentiate factor is price. Most of the target group
consumes juice as a thrust satisfying, refreshment instinct where price is considered to be a major
deciding factor.
C. SALES PROMOTION:
Most of the companies use sales promotion as a major media of marketing communication. 80%
of the company uses trade promotion as their major campaign technique. This actually provides
better result. Since traders play a prominent role in deciding consumers brand selection, hence
trade offer is considered to be the best way to have retailers push role in the point of sale.
Giveaways items

Cash rewards
Attractive prizes
Renting out retailers Homesite
D. CARRYING COST:
It is said that 80% of the cigarette manufacturing cost comes in the form of duty and Sales tax.
But in juice industry major cost is incurred in the form of carrying the product since the product
itself is heavy and space occupying.
Technological Innovation:
Technological innovation has led people to see things from different angles. Todays people are
more quality conscious and comfort oriented. Technology enables them to enjoy modern
amenities of life. Now juice products are available both in bottles, plastic containers, tetra pack
and canes, which are the direct out, come of technological innovation. Use of preservative has
given longer life of the juice of different kinds. Advancement of the communication sector has
made the life of the perishable goods like juice and mineral water more marketable and quality
oriented.
Cultural Shift-Traditional outlook to modern way of life:
Todays consumers are culturally more rich and informative in nature. People are more
achievement oriented and they want to enjoy amenities of modern life. Modern education, family
values, and believes, scope to interact more with outside world and cultural transformation-all
have contributed to the overall growth of the juice market.
Sky Culture and Its Impact on Customer Behaviorism:
Mr. Peter Drucker has rightly said that todays world is a global village. Fashion and taste have
become international phenomenon just because of the massive expansion of cable T.V. network
and other media activities.
MARKET STRATEGY
A. Target market & Consumer profile:

Children, students and married women (housewife and working women) with children.

Children between the ages of 8-10 years, students aged 17-24 years and mothers aged 2640 years.

Students studying in private and public colleges and universities.

Regular user of fruit juice i.e. consumes fruit juice at least twice a month.

Brand usage: Consumers any of these brands -> ACME, Pran, Starship, Danish and
Shezan.

SEC: A; B; C.

MHI Tk. 15000-25000+

Product Strategy & Value Chain Management of ACME Juice:

The juice products are packed with the unique Tetra Pak technology. It ensures longer
shelf life, No deterioration during shelf life and free of preservative related side effects.

For Orange Juice, concentrated orange pulp is procured from the best places of Brazil,
produced by blending a pool of selected fresh oranges.

For 250 ml, 6 years to 25 years segment is targeted. It is in the list of regular go out menu
that makes consumers feel good.

1000ml targets the families in both urban and suburban premium and popular segment,
marketed as regular family drink for 26 years to 40 years segment.

In general, the product is mainly retail focused, that relies on differentiation strategy with
Quality being the core competency. The product is going through growth stage with
Shezan being the market leader with differentiation strategy, Danish with focus strategy
and Pran following cost leadership strategy.

To ensure quality of product, ACME does the procurement from the best source available.
The company emphasizes to the greatest extent on the quality of raw materials.

The raw materials of Mango juice are imported from India and Pakistan. These are
continental mangoes of the best quality.

ACME mango and orange juices are differentiated due to their unique taste and flavor.
Being nutritionally rich and free of noxious preservatives, they are available in 150 ml,
250 ml and 1000ml hygienic UHT packs.

The range of this product is 150 ml Classic orange and mango juice, 250 ml Premium and
Classic orange and mango juice, and 1000ml Premium and Classic Orange and Mango
juice, and also 1000ml Classic Mangorange juice.

The target consumers are 5 years to 12 years popular segment for 150 ml. This brand is
personified with Fun Loving, Friendly and Smart. The core value is the taste that gives
refreshing energy.

C. Promotion Strategy:
Branding is essential to build the brand image and create top of mind awareness to the
customers. In this junction, following activities can be taken create brand awareness.

Shopping mall branding: There are quite a few numbers of shopping malls in metro
cities (i.e. Agora, PQS, EasternPlazaetc) where target customers regularly visit for
various purposes.

Branding area
1. Glass branding
2. Wall branding inside the mall
3. Various shop sign branding
4. Decorate small area exclusive branding for ACME Juice where we can also keep our
product
5. Introduce branded outlet
RECOMMENDATIONS
To establish strong brand in the market, the brand name must be prominently promoted through
repetitious type ad. In that case we should put corporate/ brand logo first few months and then
change for thematic advertisement of the product.

Vehicle Branding

ACME has 150 vehicles, which, are running from one corner to another corner across the
country. We can do branding to these vehicles with a minimum cost. Mobile vehicle branding
will help us to spread the brand name across the country. Here, only print cost will incur.

Shop signage: Outlet branding will help us to maintain brand image to the customer
mind. This is a very cost effective and long term branding strategy, since we do not have
to renew every time as it happen in billboard. Also, we can take one corner of the outlet
and branding the place

Trade Offer:

Following are the detail trade offer for traders.

Trade incentive: This is a straightforward offer to the traders. We will set up target for
tem as pe our business plan. All achiever will be rewarded and among them top seller will
get mega prize from us.

Mistry shopper contest: This contest will increase visibility in the market. Mistry
shopper will visit outlet disguisedly and check the visibility of out product. Based on
point of display they mark the score sheet. At the end of the contest, winner name will be
announced and he or she will be rewarded in gala event.

School branding:
As our primary target group for ACME juice is kids, we need to go branding at school places.

Canteen branding: We can do canteen branding where school authority can only keep
our product. It will help us to increase our product sale.

Blackboard branding: It will help us to create a top of mind among students. Our
branding constantly visible to them. Competitors yet to launch this branding idea in the
market. It will also work as part of social campaign.

Construct guardian waiting lounge: This is very important branding since parents will
buy product for children. They should be our secondary target group.

Get reward this is the most effective way to encourage the shop owners to promote our
product as an example we can tell them to promote our product if they can make business
during a period of one month the highest seller or our target achieved seller will get a
special gift like first prize can be air ticket for two to Kolkata, second prize can be air
ticket for two to Coxsbazar and the third prize can be for two to Mobile Phone.

Tiffin Period:
At the time of Tiffin we can encourage Kids to drink Fun Pack through TVC script based on
children or promoting product by direct marketing with the schools. Also we can offer the
schools to buy our product in special price when they have different program in the school like
annual picnic, sports etc. and make a habit among the children to be familiar with our Fun Pack
so that whenever they buy juice the name Fun Pack will come to their mind.
Direct selling:
We can introduce door-to-door selling concept in the market. This is a very effective way of
selling where we can appoint our own people to sell our product in a ice box during summer in
the busy areas of metro cities as well as bus terminal, rail station, feri ghat etc. In summer time

our juice and mineral water will in huge demand so we can point out these places and go for
direct selling.
BTL (Below the line)
1. School program continuing.
2. House of Billiards Pool championship so-sponsor.
3. Shaptahik 2000 insertion for 250ml juice pack.
4. Toitumbor (childrens magazine) insertion for 150ml pack.
5. Ananda Dhara (Family magazine especially for women) insertion for 1000ml pack.
6. 26th March 2007 special insertion for (Shadhinota Dibosh).
7. 14th April special insertion for (Pohela Boishakh).
8. Special event for (Pohela Boishakh).
School Puppet Show:
In the mean time we are going to organize school puppet show across the country. Last time we
went for 100 schools. But this time we will organize 500 schools all over the country. The
schools should be selected district wise with considering SEC A, B, C. Our target group
for this school program will be kids from Class 1 to Class 5. it will be an hour program consist of
puppet show to entertain kids through different stories. The main concept is to create awareness
of ACME juice products among the school students by creating a fun field and enjoyable
environment during the program.
Billboard:
Billboard is one of the most useful promotional tools for any brand. The scope of its visibility is
very much higher compare to other promotional tools. But due to extreme popularity of media
mix, its value is getting down day by day. Currently we have eleven billboards across the
country. All of them are in a very prominent place where the visibility is too high. We are going
to re-launch our juice on September. After completing a successful re-launch the stickers of our
existing billboards need to be changed and we should develop new design with considering our
new juice packs to all of the billboards. Here only print and fitting cost will require. Considering
the budget constraints if it is possible then we should take few more billboards all over the
country.
Merchandising

A heavy thrust on merchandising will take place. Emphasis will be given to activities like
window hiring, display competition, etc. A special effort will be made to create some obstacle on
other antiseptic/antibacterial soaps.
ANALYSIS OF COMPETITION: PROMOTIONAL STRATEGY & DISTRIBUTION
NETWORK
Radhuni:
This brand was launched by The Square Consumer Products. They are pioneer in the market and
covering about 75% of the market share initially. They came up with air proof packaging with
properly dried and crushed fresh spice eliminating the complain of improper crushing and dried
problems. They marketed the product with effective promotional campaigns as convenient,
affordable and less quantity requirement.
Having the background of a pharmaceutical company, the brand image that they had was high.
Therefore, just in the time of cultural change Radhuni exploited the market by judging the
switchers of brands and inconvenience and complains using raw spice. With attractive name and
similar to home made pastes, they overcame their setbacks like their chili could have been finer
powder and their packaging could have been more attractive. In this way, they developed high
loyalty, trust and attachment. With regular TVCs, Billboards and Press ads, they captured each
and everyones higher ability of brand recall.
ARKU:
Recently, the brand ARKU is experiencing increasing demands as the market share unbranded
spice is decreasing. Their most effective promotional campaign was Siddika Kabirs Recipe
shown in Ntv. Co-sponsoring the program gave them a huge exposure and as the program is
having one of the highest TRP Rating, the brand ARKU spice is also having increasing
acceptance. Additionally, their attractive communication, nice fragrance and satisfying color of
curry, they are taking over their drawbacks of faded color of chili powder and inability of mixing
of spice compared to expectations.
They also promoted this brand as locally made providing a feeling of homely product.
Pran:
The consumers are moderately satisfied with Pran as Indian origin of raw materials and color.
Their main strategy is price play. With a somewhat pack design and maroon chili color, they are
not as widely accepted as other established brands.
MARKETING MIX
PRODUCT
Product Objective

To place the product by understanding the TG insights in line with their decision making tools
like:
1. Natural color of spices.
2.

Superior in Taste & smell .

3. Hygienic Factor .
Strategy
Product Differentiation

Almost generic in nature compare to all other competitor.

For Mixed masala scope lies for differentiated product with taste.

PRICING
Objective
The Pricing objective is to maximize the revenue & generate funds for ensuring proper pull for
the brand.
Pricing Strategy

At present the TP margin is higher than competitors to ensure trade pull and MPR is
almost similar to market leader as Consumers are not that much price sensitive rather
than ensuring quality.

DISTRIBUTION
Objectives

To enter at least 120000 Spice outlets on the first year which are contributing standard
margin.

To strengthen the Outlet coverage in the Metro Areas which are potential for this
products.

Strategy
To ensure trade penetration with different attractive trade campaigns round the year.
PROMOTION

Advertisement Objective

To communicate every functional benefits, competitive strength facts to the quality

sourcing TG.

Optimizing awareness level among TG & more than 5 million families.

BTL (Below the line)

Billboard:

Billboard is one of the most useful promotional tools for any brand. The scope of its visibility is
very much higher compare to other promotional tools. But due to extreme popularity of media
mix, its value is getting down day by day. Currently we have 11 billboards across the country.
We would just change the printed stickers with a rate of 25 Tk per sqf. All of them are in a very
prominent place where the visibility is too high. We are going to re-launch our juice on
September. After completing a successful re-launch the stickers of our existing billboards need to
be changed and we should develop new design with considering our new juice packs to all of the
billboards. Here only print and fitting cost will require. Considering the budget constraints if it is
possible then we should take few more billboards all over the country.

Press:

Publications will be carefully selected keeping in mind the target customers. Regional
newspapers will be used to increase usage and sales in the respective regions. We would get the
data from the hawkers association and insert our ad according the circulation.

Radio:

Radio campaign will be developed and released in central station. A significant thrust will be on
radio campaign as it is one of the most important media that reaches a large majority of semiurban and rural dwellers. As a result after completing a successful re-launch we can develop our
radio plan in the following manner:

Television:

The television campaign will go during the launching month of September. Thereafter a shorter
version of TVC will be followed in the next.
Spots will be scheduled during the launch phase in a way that the spots are placed before
programs with high viewer-ship, i.e. Bengali Package Dramas and Magazines etc. In addition,
sponsorship of dramas, serials and events may also be considered.
Strong brand equity can be developed through TVCs by sponsoring public health message
related serials/dramas aimed at propagating hygienic practices in the daily life activities.

PRODUCT DETAILS
Tea product is a fast going product not only in our country but also all over the world. The
demand trend is always positive and increasing day by day. Consumers are habituate towards tea
which results the higher consumption rate of tea. The competition of tea industries in our country
is very much hyper where Ispahani is the market leader with huge market share. On the other
hand other competitors are very much close to each other in terms of market share and other
factors like product, quality, taste etc. In this kind of situation it is quite tough to compete with
other brands but though ACME has a very good brand image due to its Pharmaceutical products
as well as in Juice market. So in the time of re launch of ACME Premium Gold Tea, we need to
do huge promotional activities all over the country with considering the products quality, taste
and other factors remains in a satisfactory level.
Features

Refreshing

Mood uplifting drink

Can be served to guest at home

Taste

Worth its price

PRICE COMPOSITION
Price list of ACME Premium Gold Tea:
SL
1.
2.
3.
4.
5.

Category
ACME Tea Premium Gold 10 gm
ACME Tea Premium Gold 50 gm
ACME Tea Premium Gold 100 gm
ACME Tea Premium Gold 200 gm
ACME Tea Premium Gold 400 gm

DP
2.55
9.35
19
34
68

TP
2.70
9.90
20
36
72

MRP
3
11
22
40
80

Competitors Price:
Brands
Lipton Taaza Danedar
Classic
Lipton Taaza Jhotpot
Pran Premium Blend
Ispahani Mirzapore
Ispahani Mirzapore

Net Weight

Price

200g / 400g
200g
400g
400g / 200g
500g

Tk 42.00 / Tk 82.00
Tk 38.00
Tk 88.00
Tk 72.00 / Tk 38.00
Tk 84.00

Seylon Supreme
TATA Tea
Finlays Gold
HRC Clevedon
HRC Premier PD
HRC Premier
HRC Super
Kazi & Kazi
Magnolia
Tetley Premium

200g / 400g
100g
400g
400g
500g
400g
500g
100g / 200g
200g
200g

Tk 39.00 / 72.00
Tk 25.00
Tk 66.00
Tk 72.00
Tk 84.00
Tk 71.00
Tk 85.00
Tk 35.00 / Tk 65.00
Tk 30.00
Tk 38.00

ANALYSIS OF MARKET SIZE, SEGMENTS & SHARES

Market Share:
Ispahani Best Leaf
Clevedon
Seylon
Taaza
Finlay
Pran

40%
15%
14%
10%
8%
3.50%

CULTURAL SHIFT & CONSUMERS BUYING PATTERN

Price sensitive:
Consumer group of tea product in general is highly price sensitive. Since taste of all tea products
is quite similar hence only differentiate factor is price. Most of the target group consumes tea as
refreshment instinct where price is considered to be a major deciding factor.
Carrying cost:
It is said that 80% of the cigarette manufacturing cost comes in the form of duty and Sales tax.
But in tea industry major cost is incurred in the form of carrying the product since the product
itself is heavy and space occupying.
Technological Innovation:
Technological innovation has led people to see things from different angles. Todays people are
more quality conscious and comfort oriented. Technology enables them to enjoy modern
amenities of life. Now tea products are available in attractive packets which are the direct out,
come of technological innovation. Use of preservative has given longer life of the tea of different
kinds. Advancement of the communication sector has made the life of the perishable goods like
tea and other beverages more marketable and quality oriented.
Cultural Shift-Traditional outlook to modern way of life:

Todays consumers are culturally more rich and informative in nature. People are more
achievement oriented and they want to enjoy amenities of modern life. Modern education, family
values, and believes, scope to interact more with outside world and cultural transformation-all
have contributed to the overall growth of the tea market.
Sky Culture and Its Impact on Customer Behaviorism:
Mr. Peter Drucker has rightly said that todays world is a global village. Fashion and taste have
become international phenomenon just because of the massive expansion of cable T.V. network
and other media activities.
ANALYSIS OF THE COMPETITION
Brands

Pay-off

Prod. Attributes
Special Blend,
Colour

Lipton Taaza Danedar Premium Leaf and Heavy Licker

Classic
Tea
Jhotpot Kora
Lipton Taaza Jhotpot Cha
Pran Premium Blend
CTC Clone
185 years of
Ispahani Mirzapore Best Quality Heritage
A Growing
Ispahani Green Spot Tradition
Alluring Aroma,
Seylon Supreme
Always Fresh Color
15% Long Leaf,
Rich
ReviveAroma
RefreshTATA Tea
Revitalize
Garden
Finlays Gold
Packed
High Quality
1no Baganer 1 Youngest, Freshest
no Cha
HRC Clevedon
HRC Clone Tea
HRC Premier PD
Kazi & Kazi

Your Best
Drink of the
Day
Ek Baganer
Patay Opurbo
Cha

Consumer Takeout

Energetic and
Refreshing
Vigorous & Spirited
Fresh & Tasty

Great Taste

Refreshing Taste
Fresh
Special & Unbeatable

& Flavorsome Tea Tea

Finest Clone Tea

Ultimate Satisfaction

Freshness

Quality Cup of Tea

100% Organic

Ensures Distinctive
High Quality

Magnolia

Anti-oxidant &
Garden Fresh Natural

Tetley Premium

For Your Best Rich Color,

Health
Alluring Aroma

Natural Blended &

Finest
Natural, Unmatched
Experience, Great
Taste

MARKET SRATEGY
Target market & Consumer profile:
Socio-economic Class: SEC A and B (13+ old of urban and semi urban)
Life Style & Attitude: They are young, fun loving, love to entertained, and health conscious,
confident & aware about their lifestyle with present trend. Consumer should perceive the brand
as an essential part of his everyday life that influences his mood & energy.
PROMOTION STRATEGY
Direct selling:
We can introduce door-to-door selling concept in the market. This is a very effective way of
selling where we can appoint our own people to sell our product during winter in the busy areas
of metro cities as well as bus terminal, rail station, feri ghat etc. In winter time we have a good
opportunity to sell our tea because of high demand so we can point out these places and go for
direct selling.
Billboard:
Billboard is one of the most useful promotional tools for any brand. The scope of its visibility is
very much higher compare to other promotional tools. But due to extreme popularity of media
mix, its value is getting down day by day. Currently we have eleven billboards across the
country. All of them are in a very prominent place where the visibility is too high. After
completing a successful re-launch the stickers of our existing billboards need to be changed and
we should develop new design with considering our new tea packs to all of the billboards. Here
only print and fitting cost will require. Considering the budget constraints if it is possible then we
should take few more billboards all over the country.
Merchandising
A heavy thrust on merchandising will take place. Emphasis will be given to activities like
window hiring, display competition, etc. A special effort will be made to create some obstacle on
other antiseptic/antibacterial soaps.
POS Materials:

POP materials like stickers would have to be used to remind the target customers at the point of
purchase. In addition these should also serve the purpose of informing those who are still
unaware till the time of purchase. POP materials include buntings, danglers, shelf talker, bus
hanger, poster etc. Some proposed POP materials for superstore and for upper class level are
showed as below:
PRODUCT DETAIL

The Mustard oil market in Bangladesh is not as huge as the other FMCG products market. But
figures show that it is still a handy one and is worth investing in order to increase product line.
There are three main players in the market Radhuni, ACI Pure and Shuresh Mustard Oil. The
market is not very big. The demand of the products fluctuates according to the economic and
market conditions because these are not necessary products. But with proper marketing plan the
market demand can be manipulated and demand can be increased. This paper is written as part of
the course and is on the launch and marketing plan of Mustard oil by The ACME Agrovet and
Beverages Ltd.
Product Profile
Brand Name: ACME Mustard Oil
Quantity: 250 ml
Trade Price: 18 tk
Market Price: 22 tk.
Performance attributes:

Gives quality assurance.

Appearance and feel related attributes

Eye catching promotion

Shape has a premium look

Attractive label color

Packaging

Attractive pack

Modern pack

Eye-catching pack

Other attributes

Suitable for all seasons

Suitable for all in the family

Product of a reputed manufacturer

Economic-in-use

MAIN PLAYERS
The Mustard oil segment is characterized by the presence of players each having a number of
offerings in terms of platform and/or benefit offered.
Brand
Radhuni
ACI Pure

Packaging
Plastic bottle
Plastic bottle

Quantity
250 ml
200 ml

MRP
40 TK
35 TK

Suresh
Mustard Oil

Plastic bottle

250 ml

40 TK

Trade Price
36 tk/36.5 tk
31 tk to 31.5
tk
35 tk/35.5 tk

BENEFIT PROPOSITION OF THE MAJOR PLAYERS

The players play in the industry by price and coverage. The packaging is good for Radhuni and
ACI Pure for their attractive design. Among them Radhuni got very attractive design. For
Shuresh Mustard Oil, the packaging is not an issue. They try to focuses on the rural flavor. We
can see in the above pricing column that Radhuni is targeting more premium segment and ACI
Pure is just competing with it. Shuresh Mustard Oil is targeting narrow segment. This may be the
reason as Shuresh Mustard Oil is a small organization. Their main distribution relies on the
distribution plan that they have for their other products. They use the same sales force to
communicate with the retailers and distribute the products. The production facilities are the same
as they got different product facilities in their product basket.
The benefit propositions being offered by the major players in the market are as follows:
Brand
Radhuni
ACI Pure
Shuresh Mustard Oil
Competitive Picture

Benefit
Taste, Quality, Packaging
Taste, Quality, Packaging and Price
Quality and Price

In order to strengthen their distribution strategy, the players provide incentive for the retailers in
order to shelve and promote their products to the consumers. These strategies help them to
persuade the retailers so that they can offer and these products. The retailers even persuade the
consumers to buy these products of companies whose offers satisfy them most. The benefit
segment is dominated by major players and their respective value share in the market is as
follows:
Brand
Radhuni

ACI Pure
Shuresh Mustard Oil

Trade Offer
They offer a margin of 4 taka to the retailers with
occasional gifts like wall clock spices item or show
pieces.
They offer the highest trade margin ranging from 4 tk
to 4 tk. They too provide the same trade offers.
Their distribution and production is the highest among
these 5.

ANALYSIS OF COMPETITION
The competition game is not that great due to lack of players in this segment and lower demand.
But there are several factors that make differences in the sale of these products.
Expiry Date:
Usually, these products have a long life span. Radhuni is the most successful among these three
due to its longer expiry time frame.
Shelving:
Due to quality factors, these products have to be stored in dry place. Retailers have to make
choices on which products to store in which places as there are different sizes of shops. Where
they store the product is very much important issue. The product can not destroy easily so they
can store a lot of amount of the product.
Income Segment Target Market:
This is the most important factor. In analyzing the demand, we must see the consumers who are
buying the product, which is the reason behind the manufacture and investment.
Mustard oil is very much demandable product and it is used almost every family. From lower
middle class to the upper class people everybody use the products.
Distribution Network:
The distribution is simple. These products are distributed along with the other products of the
company. From the factory, the products are taken to the central warehouse. These products are

carried mainly by the delivery vans and distribution trucks. Then they are taken to the
distributors, from there, they are carried to the retailers. Companies use the same distribution
facility in order to carry these products along with the other products that they have.
INDUSTRY OVERVIEW
This Agrovet and beverage industry has got some critical factors. The most important of them is
pricing. Although Brand is very important aspect by which we can persuade consumers to buy
the product but it is a part of promotion. The depreciation costs, fixed assets costs, production
costs, packaging costs, salary and lot of other factors are critical, but the pricing is set
considering these factors. The industry is mainly focused on the product taste, price and
availability. 1 taka or 2 taka price difference is a key factor in pushing this product into the
market. Initially, these products are pushed into the different outlets (Shelving) for them to be
available into the market, and then through promotion, they are pulled by the consumers.
Michael Porters Five Forces Model:
Threat of new Entrants: this depends on who is entering. Generally, this threat is low because it
is not every now and then that a company is entering this industry. But when we judge the
market and see that most of the local giants like ACI Ltd. However not in large scale but in
locally some company may start to produce the Mustard oil.
Industry Rivalry: Since this industry is very price sensitive the rivalry is very high. Price
depends on all the internal expense and operational costs of the company, that is why, it is not
easy top be price-change responsive for all the companies. For example, if Pran Juice decreases
Juice price for 1 TK, ACME Juice may not be that much responsive to this change because they
simple cannot. Radhuni is nationally a great player; it costs 24 TK. for its 250 ml , whereas ACI
and others cover it in 23 TK.
Substitute Products: For Juice, the substitute products are other energy drinks, fruit drinks and
other Chinese natural drinks. For Tea, the substitute is Coffee and for mineral water, the
substitute is carbonated soft drinks. For juice, the pressure of the substitute product is moderate
because now, the population is increasingly becoming aware of how important it is to have some
juice in their daily lives. For mineral water, the pressure of carbonated soft drinks is becoming
lower because people have become aware of the side-effects of daily consumption of those
products. For ACME Mustard oil the main substitute product is olive oil, which is not used in our
country.
Bargaining Power of Buyers: undoubtedly, this is very high. The buyers are they key to this
industry and they can have whatever they want in this price sensitive industry. With the pull
strategy being used extensively, the buyers are absolutely pressure free for whatever they want to
have.
PROMOTION STRATEGY

In order to market the product, we can use both ATL and BTL. TV, newspaper, radio, bill board,
school branding, trade offer and other social campaign can prove to be very effective. The main
strategy would be to incorporate this product as part of everyday meal and make people believe
that consuming this product is healthy and safe. This is the way we can create demand for this
product.
Billboard
Billboard is one of the most useful promotional tools for any brand. The scope of its visibility is
very much higher compare to other promotional tools. But due to extreme popularity of media
mix, its value is getting down day by day. Currently ACME has some billboards across the
country. All of them are in a very prominent place where the visibility is too high. Considering
the budget constraints if it is possible then we should take few more billboards all over the
country.
Merchandising
A heavy thrust on merchandising will take place. Emphasis will be given to activities like
window hiring, display competition, etc. A special effort will be made to create some obstacle on
other antiseptic/antibacterial soaps.
POP Materials
POP materials like stickers would have to be used to remind the target customers at the point of
purchase. In addition these should also serve the purpose of informing those who are still
unaware till the time of purchase. POP materials include buntings, danglers, shelf talker, bus
hanger, poster etc. Some proposed POP materials for superstore and for upper class level are
showed as below:
PROPOSAL FOR UNILEVER
Proposal for Computer Training That Encourage Women Empowerment
Introduction:
Information technology has become a potent force in transforming social, economic, and
political life globally. More and more, development strategists see the need for developing
countries to embrace information technology both as a way to avoid further economic and social
marginalization as well as to offer opportunities for both growth and diversification of their
economies .The uneven distribution of these technologies within societies as well as across the
world has been termed the digital divide. Women within developing countries are in the
deepest part of the divide, further removed from the information age than are the men whose
poverty they share. ICT can be a powerful catalyst for political and social empowerment of
women, and the promotion of gender equality.

In Bangladesh, women play a central role in family, community and social development.
However, women often remain invisible and unheard. ICT offer the opportunities for direct,
interactive communication even by those who lack skills, who are illiterate, lack mobility and
have little self-confidence
ICT sector lies at the heartland of an emerging information society and knowledge-based
economy, developing new ICT products, systems and services with important economic and
social implications. Social justice considerations suggest that women should have a fair share
of the high-status, high paid and influential jobs in this sector.
Objectives:
The main objective of this initiative is to Empowering Women. Education is one of the most
important means of empowering women with the knowledge, skills and self-confidence
necessary to participate fully in the development process. Education is important for everyone,
but it is especially significant for girls and women. This is true not only because education is an
entry point to other opportunities, but also because the educational achievements of women can
have ripple effects within the family and across generations. Investing in girls education is one
of the most effective ways to reduce poverty.
We believe that Education is very important to both personal and professional life depending on
the level of success ones seeking to achieve, the level of education may be relative, but the
bottom line is, an education of some sort is often paramount to future success. Have you ever
noticed that the word LEARN contains the word EARN? Perhaps that is because the higher
level of education, the higher level of income you are likely to command as well.
Benefits of this co-branding:

Image Reinforcement of the brand preference and purchase intension

Usage extension and hopes to reach new audience for Fair & Lovely by creating
opportunities, values, and confidence in the target segments.

Today computer education has become a bare necessity for school children to a retired person, as
this technology can lead our country into a global position, preparing womens for ever growing
IT industry in Bangladesh would be fair and heartfelt.
Target Segments:

First Year Students (Female) of H.S.C

First Year Students (Female) of Degree/ Honor

Program Description:

This course aims to utilizing applications of MS Office and desktop publishing software by
emphasis on data presentation and communication, creation of projects including newsletters,
annual reports, brochures, and promotional materials. Principles of layout and design will be
practiced. This Course intended for students who desire to master the use of MS office
applications and desktop publishing software.
Product:
Program
Program Code
Power User in MS Office and POP
Adobe Photoshop

Duration
96 hours

Semesters
1

(4 Months)

Program Contents:
Sl.No Training Modules

# Of
Classes

Duration
(Hours)

1
2

Windows XP, MS Word, MS Excel, MS

PowerPoint and internet.
Adobe Photoshop CS 3

TOTAL:

24

48

24

48

48

96

Learning Methodology and Approaches Used:

Instructor Led Training, Case discussion, Group Work and Class Presentations, and Project
Feedback, Evaluation, and Certification System:
There are two feedback sessions in this program to identify the problems if any, which will help
to come up with respective recommendation, suggestions and solutions during the course of the
program remembering the best achievements of the students based on technical and other issues.
End Profile:
Upon successful completion of this course, students will be able to possess advanced skills and
confidence to pursue the concepts and processes to complete required tasks more efficiently
through the benefits of automation individually and professionally.

Mileage & Coverage Of the program:

Title Sponsor

Media Coverage by Channel i

News in National Newspaper

Direct Communication with target

Creating a buzz in seven different places in the country through conducting seminar and
providing valuable speech from any concern person to the students.

customer (Female Students)

Branding Opportunity:

Banners with caption & logo

Gate fascia

Booth/Counter

Leaflet

Free Sampling

Poster

Stage design

Venue branding

Training Materials: For each module respective course ware will be provided to each
participant during the training.
Training Cost: TK. 9,000.00 (Taka Nine Thousand) only for each participant.
[A total approximate participant for this program is 300 from the location of Narayanganj,
Uttara, Mymensing, Jessore, Barisal, Rajshahi, and Coxs Bazaar.]
Payment Mode: CASH or cheque in the name of the ACME IT Ltd, with work order.
Certification: After completion of the program students will receive certificate. But it is to be
remembered that students need to achieve at least 50% in respective appraisal for certification.

Why we want Fair & Lovely as our Title sponsor?:

The Vision Empowering Woman of the program is totally matched with the Vision of
Fair & Lovely.

This program is specially design for the woman.

Previous Experience of sponsoring such program

Fair & Lovely is the most demanding brand now a days

Competitive Scenario in Pabna

Juice:

In the juice sector PRAN captured the maximum outlets with extensive visibility.

In case of merchandising PRANs tetra liter pack and Frooto bottle pack are available in
every major outlets.

Other than PRAN, Frutika and Starship has certain percentage of coverage in the market.

Spice:

In the spice market Radhuni from SQUARE has high level of coverage. As they have
their production plant and they are also contributed in many social welfare in Pabna.

On the other side ACI Pure also captured a substantial portion of spice market. It could be
the reason of GOLD promotion of ACI Pure.

Both these two brand have high visibility that ensures their merchandising at the retail
outlets

Tea:

In the tea market the brand Ispahani holds the market as monopoly.

People know this brand very well and most of the tea outlets are also using Ispahani tea

Water:

MUM and FREASH have captured each and every outlets and institution.

People of this region are very much pricing sensitive as a result they prefer FREASH to
any other brand.

There are some local brand like DADA water trying to enter into the market as well.

PROPOSAL FOR UMBRELLA BRANDING

ACME Agrovet & Beverage Ltd tries to make strong position of our brand. In order to do this we
need to give umbrella (digitally printed by our ACME Brand design). We like to give umbrella
in different location which is required by our TM. We like cover different location of Dhaka city
by this umbrella. For this it requires some expenditure and the specifications which are given
below.
Objective of the promotion
1. Increase Brand Visibility and recall rate.
2. To create awareness and Brand introduction amongst TG.
3. To generate maximum exposure of our Brand.
4. To gain Retailers loyalty.
5. Strong Demand of the umbrella by the retailers.
Budget allocation:
Product Name
Umbrella(15 piece)

Rate
1350

Total Cost
20250

Benefits to the Brand:

1. Brand Identity: Customers can easily identify the brand and response in favor of it.
1. Point of purchase decision: In times of purchase customers purchase decision will be
motivated by the Brand name ACME which is displayed by the Umbrella.
1. Effective BTL tools: This umbrella can prove to very effective tools.
1. Further Relation: This umbrella will create further relation with the retailers.
PROPOSAL FOR CHOCOLINA CHOCOLATE DRINK
The Chocolate milk market in Bangladesh is not as huge as the other FMCG products market.
But figures show that it is still a handy one and is worth investing in order to increase product

line. There are three main players in the market Starship, Aarong and Milk Vita. The market is
not very big. The demand of the products fluctuates according to the economic and market
conditions because these are not necessary products. But with proper marketing plan the market
demand can be manipulated and demand can be increased. This paper is written as part of the
course and is on the launch and marketing plan of Chocolate Milk by The ACME Agrovet and
Beverages Ltd.
Main Players
The Chocolate Milk segment is characterized by the presence of players each having a number of
offerings in terms of platform and/or benefit offered.
Brand
Starship
Aarong
Milk Vita

Packaging
Tetra Pak
Tetra Pak
SDP

Quantity
200 ml
250 ml
200 ml

Benefit Propositions of the Major Players

The players play in the industry by price and coverage. The packaging is good for Starship and
Aarong. For Milk Vita, the packaging is not the issue. The costs of packaging for Milk Vita are
lower compared to the other two. That is why the pricing varies as such. We can see in the above
pricing column that Aarong is targeting more premium segment and starship is just competing
with it. Milk Vita is targeting popularized segment. This may be the reason as Milk Vita is a
more non-profit making organization. Their main distribution relies on the distribution plan that
they have for their other products like juice and milk. They use the same sales force to
communicate with the retailers and distribute the products. The production facilities are the
same. The choice remains that whether they use their production capacity to manufacture the
other products which have demand, for example juice or they manufacture this product which
have lower demand.
The benefit propositions being offered by the major players in the market are as follows:
Brand
Starship
Aarong
Milk Vita

Benefit
Taste, Quality, Packaging and Price
Taste, Quality, Packaging
Quality and Price

Competitive Picture
In order to strengthen their distribution strategy, the players provide incentive for the retailers in
order to shelve and promote their products to the consumers. These strategies help them to
persuade the retailers so that they can offer and these products. The retailers even persuade the
consumers to buy these products of companies whose offers satisfy them most. The benefit

segment is dominated by major players and their respective value share in the market is as
follows:
Brand
Starship
Aarong
Milk Vita

Trade Offer
They offer a margin of 2 tk to the retailers with occasional
gifts like wall clock, wrist watch or show pieces.
They offer the highest trade margin ranging from 4 tk to 2
tk. They too provide the same trade offers.
Their distribution and production is the highest among
these 3, but they provide a margin on only 2 tk.

Analysis of Competition:
The competition game is not that great due to lack of players in this segment and lower demand.
But there are several factors that make differences in the sale of these products.
Expiry Date:
Usually, these products have a short life span. Due to the addition of milk, these products are
difficult to maintain and last longer. Starship is the most successful among these three due to its
longer expiry time frame. Aarong lasts for 3 days to one week, otherwise, the taste and quality
degrades. Milk Vita uses SDP packaging and due to their lower price their demand is highest
among these three.
Shelving:
Due to quality factors, these products have to be stored in cool place, preferably, refrigerators.
Retailers have to make choices on which products to store in which places as there are different
sizes of shops and not all of them has got to afford all the facilities. This is one more reason that
retailers do not prefer these products. Due to lack of availability, and demand, retailers prefer not
to take these products.
Income Segment Target Market:
This is the most important factor. In analyzing the demand, we must see the consumers who are
buying the product, which is the reason behind the manufacture and investment. The availability
of Aarong is higher in places like Dhanmandi and Gulshan due to the higher purchasing power of
the consumers in these areas. The numbers of schools are also a determining factor because the
kids are fed this product by their parents due to the addition of milk. In places like
Mohammadpur and Motijheel, the prevalence of Milk Vita and Starship is seen. The demand
mainly comes from purchasing power. The positioning of Starship is steady due to its pricing. It
is seen to compete with both Aarong and Milk Vita due to its reach and affordability.
Distribution Network:

The distribution is simple. These products are distributed along with the other products of the
company. From the factory, the products are taken to the central warehouse. These products are
carried mainly by the delivery vans and distribution trucks. Then they are taken to the
distributors, from there, they are carried to the retailers. Companies use the same distribution
facility in order to carry these products along with the other products that they have
CHOCOLINA
With proper marketing plan and promotion, we can create the demand for this product. The
ACME Agrovet and Beverages Ltd can launch this product to increase their product line, and
with existing distribution network and sales force, they can come up with profitability. With the
brand Chocolina, ACME can launch this product and a feasible marketing plan is designed to
make this product a successful one
Marketing Strategy for Chocolina
Target market & Consumer profile:
Socio-economic Class: SEC A and B (6+ old of urban and semi urban)
Life Style & Attitude: They are young, fun loving, love to be entertained, and health conscious,
confident & aware about their lifestyle with present trend. Consumer should perceive the brand
as an essential part of his everyday life as healthy, energetic and essential part of every meal.
PROMOTION STRATEGY:
In order to market the product, we can use both ATL and BTL. TV, newspaper, radio, bill board,
school branding, trade offer and other social campaign can prove to be very effective. The main
strategy would be to incorporate this product as part of everyday meal and make people believe
that consuming this product is healthy and important. This is the way we can create demand for
this product.
Billboard:
Billboard is one of the most useful promotional tools for any brand. The scope of its visibility is
very much higher compare to other promotional tools. But due to extreme popularity of media
mix, its value is getting down day by day. Currently ACME has eleven billboards across the
country. All of them are in a very prominent place where the visibility is too high. After
completing a successful re-launch the stickers of our existing billboards need to be changed and
we should develop new design with considering our new tea packs to all of the billboards. Here
only print and fitting cost will require. Considering the budget constraints if it is possible then we
should take few more billboards all over the country.
Merchandising

A heavy thrust on merchandising will take place. Emphasis will be given to activities like
window hiring, display competition, etc. A special effort will be made to create some obstacle on
other antiseptic/antibacterial soaps.
MEDIA MIX OF THE CAMPAIGN
Press:
Publications will be carefully selected keeping in mind the target customers. Regional
newspapers will be used to increase usage and sales in the respective regions.
Radio:
Radio campaign will be developed and released in central station. A significant thrust will be on
radio campaign as it is one of the most important media that reaches a large majority of semiurban and rural dwellers.
Television:
The television campaign will go during the launching month. Thereafter a shorter version of
TVC will be followed in the next. Spots will be scheduled during the launch phase in a way that
the spots are placed before programs with high viewer-ship, i.e. Bengali Package Dramas and
Magazines etc. In addition, sponsorship of dramas, serials and events may also be considered.
Strong brand equity can be developed through TVCs by sponsoring public health message
related serials/dramas aimed at propagating hygienic practices in the daily life activities
Product Profile
Brand Name: ACME Chocolina
Quantity: 250 ml
Trade Price: 14 tk
Market Price: 16 tk.
Performance attributes:

Gives a refreshing and energetic feeling after drinking

Appearance and feel related attributes

Eye catching promotion

Shape has a premium look

Attractive label colour

Packaging

Attractive pack

Modern pack

Eye-catching pack

Other attributes

Suitable for all seasons

Suitable for all in the family

Product of a reputed manufacturer

Economic-in-use

CONCLUSION AND RECOMMENDATIONS

1. Tea Ring tone:
The jingle of Tea used in the TV Advertisement is a nice one. ACME can advertise so that people
can come to know that they can use it as their ring tone or welcome tune. Here, ACME has to
talk to the mobile phone companies to make it possible.
2. Universities and Schools (250ml and 150ml juice and 500ml water):
We have to talk to different private universities to go through a win-win relationship. We would
ask them to use our branded Wall Clock in every classroom. We would sponsor their clubs, for
example Young Entrepreneurs Society in NSU, AIESEC in IBA, etc in their social activities, in
return we would provide part time jobs for their students with certain requirements in our
Agrovet and Beverage department. Here, we can fulfill the setbacks of this department by
employing these part time students at a much lower salary and they can deliver the services that
we take from other departments of the ACME group. For example, several designs that are
prepared by the designers of the pharmaceuticals departments are not up to the mark and require
consistent briefing. With students and their creativity, we can use the services at a much lower
cost where we do not have to higher professionals for our Agrovet. In this way, we can develop
our employees for future. In this way, the universities can also advertise that they can manage
part time jobs for their students.

In the schools, we can promote 150 ml juice by providing scholarships in their annual fees for
the students. We can also create yearly award for students and can set up our juice and water
outlets there in the schools at TP price, 150ml, 250 ml and 1000ml family pack too.
3. E-mails:
Here, we are targeting working people and students again. We live in information age now and
people are always in the look out for information. We can provide them through e-mails. This is
cost effective. We have out IT team in the ACME group and they can design e-mails. We would
provide advertisement in the paper to launch the e-mail and collect personal e-mail addresses
from our own sources. Then we would make informational e-mails with our product visibility,
not our product informational but educational or general knowledge information. For example,
worlds longest bridge with its features, next week, it is going to be worlds renowned university
for graduation or masters and its features history etc.
4. Persuasion:
In addition to the attraction of the children, we also have to work in making the parents believe
that this product is good and useful for kids to consume. Parents should understand what they are
providing their kids and it is an easier way to provide energy.

Share !

Executive Summary
By focusing on its strengths, its present client base, and new value-priced products in the next
year, Acme Insurance plans to increase gross sales by 10% and profit by 15%.
The Keys to Success and critical factors for the next year are, in order of importance:

Identify "Target Markets."

Begin the "Insurance Partners" program.

Provide small businesses with an affordable basic business package.

Acme Insurance, Incorporated has been profitable, but recently Acme has had a declining market
share and this must be addressed. Therefore our goals are:

To re-establish Acme Insurance, Inc. as the market leader in quality and value-priced
insurance products in the Smalltown district.

Establish good working relationships with the present insurance markets by meeting with
their decision makers and plotting a mutual plan for success. Get commitments for
support and products that Acme can market in the trading area starting April 1st, 2003.

Investigate new markets that meet the marketing criteria by

o committing to small rural brokerage;
o providing products suitable to the economic and social climate; and
o plans for the upload and download of insurance policies.

Provide sales incentives to staff to meet sales goals.

Complete inspection of all Pilot homeowners within one month before renewal date.

Formulate plans to acquire another brokerage.

Acme Insurance, Inc. is dedicated to providing insurance products that provide quality protection
with value pricing. Acme wishes to establish a successful partnership with the clients, staff
members, and insurance companies, that respect the interests and goals of each party. Success
will be measured by the clients choosing Acme because of their belief in Acme's ability to meet
or exceed their expectations of price, service, and expertise.
In order to implement our strategic goals, Acme will focus on developing the following tools.

Knowledgeable, friendly staff that can empathize with our consumers' needs and
circumstances, especially in handling a loss.

Policies that meet or exceed the expectations of our clients, and that are affordable,
available, and understandable.

Policies and endorsements delivered on time with minimal errors.

A commitment to an annual insurance review for all of our clients. A phone call is more
than any direct mass marketer offers. Acme believes personal contact and service is the
cornerstone of our success.

Acme Insurance primarily markets and services Personal Lines Insurance. Its customers are
mostly rural, lower income families or long-time resident senior citizens who demand valuepriced insurance premiums in keeping with their lower and fixed incomes. Acme will also

provide insurance to small business, mostly family-run seasonal operations primarily focused on
the tourist trade.
Acme Insurance is a privately incorporated company in thethe Smalltown district and is licensed
to transact both Life and General Insurance. The shares are held equally by John Smith and Peter
Smith.
Acme has stressed to the insured the importance of good communication between the broker and
client to insure proper coverage is in place. Acme has noticed as the clients become better
informed about insurance that there has been a tremendous increase in clients wishing in-depth
discussions about their policy coverage and how they can get the most value for their insurance
dollar.
The company's strength lies in the quality and depth of our products and staff. The offices, unlike
the competition, are open six days a week. Because of Acme's larger staff, they are able to
service the clients even when a client's broker is busy or out of the office on inspections. The
Real Estate division, which is a separate company, helps with market value and replacement cost
analysis when required.
The past few years have seen tremendous upheaval in the insurance industry. The number of
players has decreased in both the broker and company communities. The recession has curtailed
insured from properly maintaining their homes and automobiles, and insurance fraud has become
a major issue for the entire insurance industry.
Brokers are concerned that in spite of commission reductions, quotas, contract cancellations, and
refusal to write new auto business by some markets, they now may find themselves in
competition with some of the traditional broker distribution companies that are setting up direct
marketing facilities and branches. The banks now have announced they will open stand alone
insurance offices to retail insurance.
In spite of the above, Acme believes that the independent broker will survive. Acme is more
automated than most service industries. Acme is close to the customer, regardless of some
insurance companies' attempts to sever the traditional broker-client relationship. The clients, in
most cases, still do not care or know which company they are placed with. They trust Acme's
judgment in selecting the proper coverage and company.
Based on these changes in the goals, outlook, and company culture, Acme anticipates that they
will be able to make revenues of approximately $750,000 by year three of the plan and a net
profit of $170,000. The company does not anticipate any cash flow problems.
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