To

Md. Farhan Faruki

Senior LecturerAssistant Professor
East West University
43 Mohakhali, Dhaka 1212

Subject: Submission of the report

Dear Sir,

We would like to inform you that we have submitted the Project on “Holcim
Cement” (analysis on consumer behavior and marketing strategy) under MkT-410
(Consumer Behavir). It was a great pleasure for us to do the assign job. I came to
know about many things about how Cement industries in Bangladesh.

So, we request you to accept the project and give us a proper suggestion to work
in the battlefield of life. If we did any mistakes we are looking forward for your
important advice.

Sincerely Yours

Syed Shazzad Ali ID: 2004-2-10-206 …………………………

• Acknowledgement:
This project reflects inspiration and efforts of some people. The people
who never appear in the picture but always provide support behind the
screen. First of all we would like to acknowledge the almighty God
without whom we do not exist.

Generally we like to thanks to our course instructor Md. Farhan Faruki to

give us such an opportunity to write a project and of course, he’s
instruction and support made us able to study on such a constructive
project. Next we would like to Mr. Humayan Arifin (Manager
Marketing), actually without his help this project could not who
participated in many where extremely co-operative.

We are also thankful to each and every members of our group. Finally, our
parts without whose notice it is impossible to go ahead.
 SUBJECTPageIntroduction1History of Holcim2Product Profile5Profile of the
Target Market11External Influences on the Purchase of
Holcim14Implication for Consumer Behavior16Brand Image and Product
Positioning21Attitude of the people show Toward People23How can
Holcim change their attitudes26Holcim s congruence with the emotion,
lifestyle and self-concept o the consumers 28Motivating customer-
Holcim vs competitors30Drawbacks and Suggested Promotional
Strategies31Bibliography 33
 Executive Summary

• Summary:
Under this report we try to measure the consumer behavior Towards Holcim
cement in Bangladesh. To survive in the market one should know each and every
thing about that particular marker’s consumer’s behavior. This report we want to
focus how consumer behaviors towards cement with special emphasis on Holcim
cement. In this overall assignment my main target was to find out the Marketing
Strategy of Holcim (Bangladesh) Bangladesh. In this assignment I was unable to
find out some important information to some extant of the company because they
were very strict about giving me all of their details. Through this assignment I
found out that Holcim is one of the largest and famous Cement Company in
Bangladesh. Those who are very aware about brand and quality product, they
usually prefer this cement. But because of the high price of the product it is
unaffordable for normal customer. For that they starting to loose their market,
another reason is that their competitors like Shah Cement whose product price is
quite lower than Holcim and also providing quality product. So, they starting to
kept the Cement Market. For this reason Holcim(Bangladesh)Ltd. Trying to
establish a new Marketing Strategy for the development of the company.