Introduction
During the past century most Companies were small and knew their customers first hand. Managers picked up marketing information by being around people, observing them and asking questions. During this century, however, many factors have increase of the need for more and better information. As companies become national or international in scope, they need more information or larger, more distant markets. As sellers use more complex marketing approaches and face more competition, they need information of the effectiveness of their marketing tools. Managers need more up-to-date information to make timely decision.
In carrying out marketing analysis, strategies, planning, implementation and control marketing mangers need information at almost every turn. They need information about customers, competitors and other forces in the market place. One marketing executive put it this way – “To manage a business well is to manage future and to mange the future is to manage information. Increasingly marketers are viewing information net just as input for making better decision. But also as an important strategic asset and marketing tools.
In this project work the topic was to “Consumer perception & positioning strategy followed by wild brew based on the one of the business firms in Bangladesh”. During the project, a conclusive method of the marketing research was followed to find out the problem and its solution. While working on the project, it was realized that the research work is very important to establish any marketing strategies before making decision.
In this research work I have collected various information directly from the clients and international as well as domestic organizations on the basis of geographic segmentations.
Brand awareness is the number of consumers or potential consumers who have knowledge of identity a particular brand. Brand awareness developed due to various reasons –
Long experience of product used by own, friends, neighbors, relatives,
Availability of other consumer products of same brand in the market.
Regular advertisement in the local and satellite TV and ads in the in the local newspaper.
Sponsoring of various organizations.
Perception is the process by which a consumers uses information to create a meaningful picture of the world by selecting, organizing, interpreting. Perception is important because people selectively perceive what they want and it affects how people see risks in a purchase.
Objectives of the study
The objective of the internship program is to be familiarized me with the real market situation and compares it with bookish concept. The main objective of this report is to have an assessment about the situation
In addition the study seeks to achieve the following objectives:
To find out the overall pictures of the company.
To identify strength and weakness of the company.
To recommend actions that may be necessary to redesign operational and marketing strategy of the company.
General Objective
The objective of the study is to find out the perception and brand awareness of the consumer towards Akij Tobacco “WILD BREW” in Bangladesh. The research is focused on the perspective of the consumer and their views towards Wild Brew, what are their needs and wants.
Specific Objectives
Within the framework of the general objective of the study, the specific objectives are:
To find out whether wild brew is popular among the consumers in the beverage market?
To investigate Consumers requirements and demands
To find out what makes a wild brew attractive to its user.
Hypothesis
“The Akij Tobacco is popular or not among the consumers in the Tobacco market.”
Methodology
Study approach: The study is explorative in the context of Bangladesh for the aspects focused mainly on beverage market. However, it can also be termed as descriptive and analytical.
Sample size: Sample sizes were approximately 40, which were selected for filling up the questionnaire.
Sample selection: As survey was to be conducted, an initial plan for stratified sampling was designed. The respondents were to be picked from the following clusters-
• The service holders or Businessmen including end users, decision makers and opinion leaders.
• Housewives
• Young generation or students from business school
Once the strata were selected, convenient sampling procedure was adopted for the ease of data collection.
Data collection procedure: A detail questionnaire was formulated for collecting data. The questionnaire is distributed among randomly chosen respondent. Among the respondent the study is divided into two groups. One of them is consumers or user of wild brew and the other group is non-user of wild brew. The analysis is focused on four facts as the outcome. The outcomes are:
• Identify whether the wild brew is popular or not to the consumers.
• Identify whether the current wild brew users are satisfied with the product.
• To see whether the advertisement of wild brew are effective.
• To find out what makes wild brewnnn attractive to its user.
Sources of data: Majority of the study is based on primary data. However some secondary data source is used for background study.
Primary Data collection sources were done by direct interview to the targeted respondents and by administering questionnaires through telephone and e-mail.
Secondary Data were collected from books, published documents, survey reports, internet and journals.
Analysis of Data: The analysis is done with both quantitative and qualitative procedure. MS-Excel is used as the software for quantitative analysis. And the qualitative analysis is done based on the quantitative findings.
Chapter Two
About the organization
Dhaka Tobacco Industries came to the fold of Akij Group in late seventies when Government has decided to disinvest and hand over the Factory to private sector from the nationalised sector.
The Factory is located at Morkun near Tongi and lot of investment into MEN & Machineries has turned the Factory in to a Modern cigarette producing unit. It employs about 1,200 people who works in a congenial atmosphere to deliver right quality to satisfy the million of Smokers’ taste and needs.
In storage, the tobacco is kept in air-conditioned and moisture controlled rooms where its perfection can be maintained for up to two years.
The bales of processed tobacco are sliced in uniform sizes and ground. This is stored in the blending silos in specific ratios. The tobacco (lamina) is moistened, cut and dried. Some of the excess stem produced in National Leaf is also used. It is fed into a conditioner using auto feed. Then, it is cooled and stored in silos to be processed further when necessary. A stem roller is used to flatten the stem so that it is ready to be cut first by the cutter and then by a millicutter. It is moistened using steam in low pressure and dried to attain the desired level of humidity. At this point the lamina and stem come together in the mixing cylinder where chemicals are added. There are different silos for each blend and the cut tobacco is stored in these. Four Rotary feeders are involved in transporting this to the secondary manufacturing department.
Focke Hinge Lid Packers are used for packing cigarettes.
Quality Test Module is used to test the circumference of cigarettes and filters using a laser mike head, the total ventilation with closed ventilation zone and the pressure drop in cigarettes is a completely encapsulated condition. The percentage of moisture, nicotine and sugar in various blends is found using the Infralab TM Gauge. A Tobacco Oven determines the total oven volatile content of tobacco and stems. There are a variety of other installations to measure both physical and chemical properties, with the most impressive being a latest smoking machine.
The machines run around the clock except on Friday when most of the maintenance work is done. The well disciplined environment and efficiency of this factory has caused man multinational companies to offer us deal to manufacture their product in order to supply the subcontinent.
Company Profile
“Akij Tobacco Ltd.”
The history of Akij Tobacco stretches back to later part of the forties. In its infancy, the Group started in humble way with jute trading which was known as the golden fiber of the country, earning highest amount of foreign exchange.
Akij Tobacco ceaseless efforts with dynamic management analysis and support from our numerous clients have led our Group in diversifying its business activities. In the second phase, the Group went into manufacturing handmade cigarettes popularly known as “Biris”. This sector gave a real boost to the revenue earning of the Group as well as making a substantial contribution to government exchequer. With the passage of time, the Group undertook new ventures and presently there are 3 units of industries under its Tobacco, Matches, Zarda business are in operation, catering jobs for more that 32,000 people in various categories.
The Group has plans for setting up more projects. The projects are already in pipeline. Foreign investors have shown keen interest in joining with Akij Tobacco for joint ventures. I hope that the matter is under our active consideration and will soon mature. This will also help the nation’s economy growth and will create job opportunities to various professionals.
Business Philosophy
Akij Tobacco diversified their business in Akij Tobacco industry because in Bangladesh we have 15 corers people. It is large market size to serve and Goods is required continually for the population. Akij Tobacco wants to serve quality goods for their target market.
Akij Tobacco has its own marketing & sales department in Akij chamber. The functions of this department are very wide and dynamic. Main functions performed by this department are:
Product development
Raw material sourcing
Find out or create market for its product
Price set up
Packaging development
Developing communication strategy
Preparing sales forecast
Maintain sales management analysis in the field
Keeping record of sales and stock
Collection & analysis of competitors information
Beside these, it performs a number of activities to conduct their day-to-day business. Under marketing & sales department, a Brand team performs the key role of real marketing.
Employees
In Akij Tobacco Marketing and sales department a number of employees work under Sr. G.M (Marketing & sales). Numbers of employees are working in different positions in the 4th floor of Akij chamber. Here I found:
• Senior General Manager
• General Manager
• National Sales Manager
• Brand Manager
• Purchase executive
• Research executive
• Brand executives
• Brand officers
• Event management officers.
Beside these employees, Akij Tobacco has a Sales team working all over the country. Four Regional sales managers control these sales forces. An area sales manager & an area sales officer is engaged to conduct regular sales management analysis for each sales area. They work at the retail outlet with the authorized distributors.
The actual marketing activities of Akij Tobacco are performed by the Brand office under Marketing and sales department.
Portfolio of Akij Tobacco
“A product spectrum of universal scope” is what distinguishes Akij Tobacco from others. The range includes over 100,000.
With the passage of time, the Akij Tobacco undertook new ventures and presently there are 3 units of industries under its Tobacco, Matches, Zarda real-estate business are in operation, catering jobs for more that 11,000 people in various categories. The individual groups within these areas are responsible for their own worldwide operations, with regional units around the globe supporting their efforts.
Akij Tobacco has related diversification and their product ranges are divided into different product lines. This decentralized structure gives the greatest degree of entrepreneurial responsibility and the ability to nurture the closest possible ties to their customers. Cross-Group and cross regional cooperation is crucial for the success of INNOVATION. At the same time, it enables Akij Group to provide comprehensive, customer-focused products, solutions and services for the local market.
Akij Tobacco
History of Akij Tobacco stretches back to later part of the forties. In its infancy, the Group started in humble way with jute trading which was known as the golden fiber of the country, earning highest amount of foreign exchange.
The Group has plans for setting up more projects. The projects are already in pipeline. Foreign investors have shown keen interest in joining with us for joint ventures. The matter is under our active consideration and will hopefully soon mature. This will also help the nation’s economy growth and will create job opportunities to various professionals.
It is a fully automatic match factory which produces 100% Carborized high quality safety matches.
Dolphin is the brand name of the matches produced from this factory. Immediately after the introduction of the brand it became very popular among its consumer because of the high quality and intensive distribution in every nook and corner of the country.
Most of the raw material comes from various parts of Bangladesh by river. The river Shityalakhkha flows next to the factory and facilitates transportation greatly. Some of the wood used to make match sticks comes from Pakistan.
A cutter with a circular saw cuts the logs into 15” portions. The bark is taken off the portions and these are then put through the peeling machine which peel layers of wood off the log. These layers are chopped into the rough shape and size of match sticks. As these sticks are usually quite moist, they are dried. Carburization and treatment with other chemicals such as Boric acid occurs at this point. This is to ensure that the match sticks don’t break when ignited and that their quality is preserved even in highly humid conditions. The chemically treated sticks are polished in two stages to give them uniform proportions.
The quality is very strictly controlled. At every stage, non standard products (wood layers or sticks) are rejected. However, these are not wasted. The sticks, wood layers and any other scrap wood goes to be recycled in AKIJ Particle and Hardboard Mills.
Dhaka Tobacco Industries
Dhaka Tobacco Industries came to the fold of Akij Group in late seventies when Government has decided to disinvest and hand over the Factory to private sector from the nationalized sector.
The Factory is located at Morkun near Tongi and lot of investment into MEN & Machineries has turned the Factory in to a Modern cigarette producing unit. It employs about 1,200 people who works in a congenial atmosphere to deliver right quality to satisfy the million of Smokers’ taste and needs.
In storage, the tobacco is kept in air-conditioned and moisture controlled rooms where its perfection can be maintained for up to two years.
The bales of processed tobacco are sliced in uniform sizes and ground. This is stored in the blending silos in specific ratios. The tobacco (lamina) is moistened, cut and dried. Some of the excess stem produced in National Leaf is also used. It is fed into a conditioner using auto feed. Then, it is cooled and stored in silos to be processed further when necessary. A stem roller is used to flatten the stem so that it is ready to be cut first by the cutter and then by a millicutter. It is moistened using steam in low pressure and dried to attain the desired level of humidity. At this point the lamina and stem come together in the mixing cylinder where chemicals are added. There are different silos for each blend and the cut tobacco is stored in these. Four Rotary feeders are involved in transporting this to the secondary manufacturing department.
Focke Hinge Lid Packers are used for packing cigarettes. Quality Test Module is used to test the circumference of cigarettes and filters using a laser mike head, the total ventilation with closed ventilation zone and the pressure drop in cigarettes is a completely encapsulated condition. The percentage of moisture, nicotine and sugar in various blends is found using the Infralab TM Gauge. A Tobacco Oven determines the total oven volatile content of tobacco and stems. There are a variety of other installations to measure both physical and chemical properties, with the most impressive being a latest smoking machine.
The machines run around the clock except on Friday when most of the maintenance work is done. The well disciplined environment and efficiency of this factory has caused man multinational companies to offer us deal to manufacture their product in order to supply the subcontinent.
Akij Corporation Limited
A sister concern of Akij Group, Akij Corporation Limited is the most organized distribution company in the country. Akij Group is country’s one of the leading business conglomerates. Initially Akij Corporation Limited was known as Amin Enterprise and started its operation in 1992. In June 1997 Amin Enterprise was renamed as Aminuddin Enterprise Limited and in 2001 Aminuddin Enterprise Limited was again renamed as Akij Corporation Limited. Akij Corporation Limited is responsible for the marketing and distribution of three industries of Akij Group namely Dhaka Tobacco Industries, Akij Match Factory Limited and Akij Zarda (chewing tobacco) Factory.
Dhaka Tobacco Industries has been contributing considerable amount of revenue to the government exchequer and also providing employment since its inception. In the financial year 2005-2006, the Company contributed Tk. 1002.58 crore to the government exchequer as duty and VAT. During the current financial year (2006-2007) DTI’s contribution to the government exchequer will be to the tune of Tk. 1050.00 crore.
Products of Dhaka Tobacco Industries:
1. High Segment: a) Castle Full Flavor b) Castle Lights
Presently DTI enjoys more than 10% market share in this segment.
2. Medium Segment: a) Navy
Presently DTI are contributing 48% market share in this segment.
3. Lower Medium Segment: a) Sheikh b) Real
Presently DTI are enjoying more than 80% market share in this segment.
4. Low Segment: a) Five Star b) K-2 c) Surma & d) Read & White
DTI’s market share in this segment is about 50%.
Akij Match Factory Limited:
Akij Match Factory Ltd. was established in the year 1992 as a state of art factory at a beautiful site near Muktarpur Ghat on the bank of river Sitalakshaya. It is a fully automatic match factory which produces 100% carborised high quality safety matches. Dolphin is the brand name of the matches produced from this factory. Immediately after the introduction of the brand it became very popular among its consumer because of the high quality and intensive distribution network in every nook and corner of the country. Most of the raw material comes from various parts of Bangladesh by river. The river Shityalakhkha flows next to the factory and facilitates transportation greatly. Presently AMFL enjoys more than 60% market share.
Akij Zarda (Chewing Tobacco) Factory Limited:
Akij Zarda Factory Ltd. is producing 4 different types of Zarda to full fill the needs of different consumers in diversified taste. Different types of Zarda produced by AZFL are as follows: 1) Special Patti (99): Pack Size – a) 50gm b) 25gm c) 12.5gm, 2) Golden Patti (Surovi) (55): Pack Size – a) 50gm b) 25gm c) 12.5gm, 3) Akiz Zorda (Beli) (44): Pack Size – a) 50gm b) 25gm c) 12.5gm and 4) Vhiza Patti (33): Pack Size – a) 25gm b) 10gm.
Government Award for Export:
For outstanding performance in export, the company achieved “The National Export Trophy-2001 (Gold)” for Navy Special Filter Cigarette export and “The National Export Trophy (Silver)” for hand made cigarette (popularly known as bidi) export as well as a pioneer employment provider with employment strength of 60,000 staff and officer in different categories.
Marketing:
Government ban on tobacco and anti tobacco campaign has induced our marketing team to become innovative in their marketing strategies. Marketing operations at Akij Corporation Ltd. includes a range of activities like Brand Management Analysis, Trade Marketing and Distribution and Marketing Research.
Human Resource:
The Human Resource department is responsible for developing and sustaining a workforce for Akij Corporation Ltd. There is separate HRD wing for ACL for running day to day administrative work of Marketing Department.
2. 3 Mission, Vision & Objective of Akij Tobacco
Mission:
“To grow and increase value by implementing new products and services to provide high quality products to satisfy customers’ requirements.”
Vision:
“To provide the high quality products for the customers.”
Goal:
“To achieve market leadership, profitability, good corporate citizenship and a sustainable growth.”
Objectives:
“The main objective of the company is to increase the market share in related diversified
products in Bangladesh and to assure the potential customers of the quality and durability of the products.”
Finance and Accounts
The finance and accounts division is responsible for all the financial activities in the organization. It monitors the collection of payments from various clients. It controls payments and schedules various payment activities in order to run the business more smoothly. It also works as an internal auditor involved with bookkeeping of the payments as well as collections and prepares the financial statement of the Siemens Bangladesh Limited. All the administrative works and logistics support are provided by this department.
IT Services:
The IT department provides technical support to the employees to gather and disburse information, trouble shooting and many other IT related assistance.
Company’s Competitive conditions
SWOT Analysis
Strengths:
Wider product range
Strong local presence
Favorable brand image
Comprehensive knowledge of the total market and client
Good quality and top quality of products.
All raw materials are imported from foreign countries (Thailand & Malyasia) .
Using advance high-tech technology
Because of long term experience, customers reliability and loyalty
Weakness: .
Lack of brand awareness
Lack of consistency in promotional activities
competitive price; competitor sourcing product at cheaper price
Less organized distribution
Less compliance to market demand
Opportunities:
The major three sources of barriers to new entry are to gain: brand loyalty, absolute cost advantage, economy of scale and governmental regulation. Among those, Akij Tobacco has the brand loyalty because Akij Group is a well known large company in Bangladesh and its position is ranking one among the local companies. Besides, it created brand loyalty through continuous advertising of the brand, company names, patent protection products, product innovation, and emphasized on high product quality and good after sales service..
Ever rising food industry
As a local company it will get preference from the Bangladeshi people.
Consumer preference on authorizes and purchasing at one stop
Threats:
More competitors in FMCG sector.
Very difficult to maintain the product’s quality.
AKIJ GROUP used to play monopoly in some of their business unit like ACL (Akij Tobaco). But over the last decade many multinational firms as well as local companies has joined the industry and now those firms are sharing the dominance of the market.
Foreign currency fluctuation and devaluation of the local currency.
Euro getting higher vs. USD
Higher tax
Large scale Gray Market
Competitor sourcing product at a cheaper price.
Investors are not interested to invest more in Bangladesh because of the unstable political condition of our country.
Government is slow in decision due to inefficient administration.
Legal Issues
The legal issues concerning ACL are:
The company has to acquire work permit for the procurement of the machines.
It has to get numerous amounts of import licenses for the import of the raw materials & machenaries.
Throughout the procurement and the import of the raw materials the company has to pay all the necessary taxes and VAT to the respective government agencies.
Chapter Three
Industry Key Success Factors
Quality of the product should be high with attractive features.
Price should be affordable and competitive
Distribution channels should be recognized
Promotional activities should focus on brand equity and image and it should have association with lifestyles of local people.
Highly skilled sales force is required to do quality control.
Target Market of Akij Tobacco’s
• Basically target the young generation who are conscious about their health as well as want to take taste by drinking it. So they will be
• Upper class
• Upper middle class
Competitors: competitors can be defined as two ways-
Direct competitors
Indirect competitors
In Bangladesh AFBL (Wild Brew) basically do not have any competitors who can compete directly with them according to their Brand and price.
But they have many indirect competitors who are competing with them indirectly by having not the similar quality product in the market but they are offering attractive price with new features. The names of the competitors’ are-
Marketing Strategy:
Wild Brew is targeting the niche market for their malt beverage commencing their marketing strategy. Since the price and quality of the Wild Brew is quite high they do this for a particular group of people but not for the mass group of people. So for that they ensure high quality for the customers.
Promotion
If any new company wants to enter into the industry of malt beverages than they have to ensured that they provide continuous advertisement and for these they have to face strong competition from existing companies.
For promotion ACL two types of strategies
ATL (Above The Line)
BTL (Below The Line)
ATL (ATL (Above The Line): ATL hold-
Press
BTL (Below The Line): BTL holds-
Outdoor Advertisements (Billboard, Shop Sign)
Event Sponsor
Event sponsor:
Some time malt beverage companies arrange event to promote people through concert, d j party, hosting a program or fair, celebrate our cultural as well as independence, 31st night program etc.
So if any new malt beverage company wants to tap into the market of Bangladesh then the company has to ensure all of the VAS that we mentioned above because all of these are successfully provided by the existing malt beverage companies including Wild Brew and to make the new company distinctive the company has to arrange other value add services.
Others:
POS (Bunting, Dangla,Calender,Booklet etc)
Words of mouth communication
Car branding
Strong Customer relationship
Good relationship with supplier
Participate in DITF every year.
Industry Analysis:
Macroeconomic scenarios
Social
The concept of nuclear family is spreading widely across the country. Most of the people fulfill their trust by the Tobacco.
Economic
The devaluation of BDT against Euro and USD has created great impact on imports of the consumers good, which is impeding the growth on sales.
Technological
The growth regarding technology is very rapid. As most of the appliances are imported from abroad and distributed locally, the quality and standard is very high.
Political
The political environment is not that stable in our country and affecting every business. The tax policies are changed frequently and also not stable.
SWOT Analysis of SBL Refrigerators (IF POSSIBLE CHANGE IT)
Strengths Opportunity
1. The country of origin is in Germany, i.e it is a European Brand.
2. It has a strong Brand corporate image
3. Among the European brand only Siemens has the local Presence i.e. 40 years of presence in Bangladesh.
4. After sales service setup for wide range of products.
5. Apart from the appointed dealers existing intensive distribution network for mobile can be utilized as distribution channel for home appliances.
1. The size for the market for quality household goods is of sufficient size and purchasing power of this segment is very good.
2. There is no European brand in Bangladesh.
3. The market has the growth potential as well as in neighboring areas.
4. A good number of successful dealers are interested to keep siemens product.
Weakness Threats
1. Siemens Bangladesh Limited does not manufacture the equipment or solution in Bangladesh rather imports that from the parent company- Siemens AG. As a result, it is not possible for them to have absolute cost advantage or economy of scale.
2. Price of the products is high. Since people of Bangladesh are price sensitive they want to buy quality product at a cheaper price.
3. Some major competitors’ marketing promotion and communication budget is higher than that of Siemens.
4. The targeted segmented is not so much large and already some competitors are working in that target.
5. Lead time for import is very high.
6. Higher tax on Home Appliances.
1. Further increase in price in Euro Rate, i.e. devaluation of Taka in comparison with foreign currency.
2. Unstable tax regulation of Bangladesh Government.
3. It can be a potential threat for Siemens Bangladesh Limited as the introduction of new European Brand in the market.
The Marketing and Management Analysis Problem
The data and information gathered through primary and secondary sources indicates few problem of the product. These problems of the product are directly and indirectly linked to the company’s marketing and management analysis.
The Marketing problem
The Siemens Company has great deal of problem in their marketing part. The problems are more or less related to the strategies taken by the company regarding product advertisement and promotion, market segmentation. The marketing problems are concerned with the fact that the strategy taken by the company is not always well implemented. The problems from the point of view of marketing are:
• Image of the product
• Marketing strategies
• Market segmentation
The management problem is focused on the facts of one issue. The problem is:
• Corporate Culture
Corporate Culture
The Corporate Culture of Siemens follows conservative style. The corporate culture of ACL states that they prefer young people rather than experienced and aged personal. The overall corporate culture of the company is conservative and they follow it in their recruiting and promotion in the management analysis sector. This conservative corporate culture has a great influence on the product image. The company doesn’t encourage old people, fresh new comers in the management analysis and with that the so-called “Crazy ideas”. But because of this negative attitude toward the crazy idea the company is lacking in creating new dimension for the product and promotion.
Actual findings from the secondary data and its relation with the marketing management problems
When we went through our data analysis we matched them with the marketing management analysis problems we have mentioned so far. The SWOT analysis of the company was retrieved from analyzing their company brochures, reports and also from their marketing division. The analysis is pretty much relevant with the major marketing problems we have highlighted in one of the previous sections. The analysis shows that due to some of their weakness, e.g. less competitive price, inconsistency in promotion ACL is unable to attract a large portion of potential customers because they follows a niche marketing strategy for wild brew. Also we saw that they did not have any customized marketing plan for different segments of their target market, which in turn resulted in their incapability to attract an important target group, i.e. the target consumer of wild brew users. From the secondary data analysis regarding the industry we are able to say that competition is growing in the industry with new multinational and local companies that are offering competitive price and other advantages. Besides, the industry itself is rapidly growing which presents greater potential than ever before. Therefore we can conclude that the problems we have mentioned are real and existing. They are not only mere assumptions. Our evidences proved the validity of the situation that prevails in the industry.
Findings and Analysis of the Survey
Findings
After conducting my survey on the consumer perception of Wild brew I found some good clue which help the company to make their product more familiar which means more perceived by the consumer than now. The results which I found through my research are given below, and I want to mention again that I conducted my research based on 30 respondents.
General Comments
Tobacco brand is a Bangladeshi brand. Quality is good, Reliable, but price is relatively high.
Customers are very limited.
The quality of Tobacco is very good.
Recommendation
Among the fast moving consumer goods company ACL is one of the prominent native company which has several product line and many more come in future .Having analyzed the problems of the company and the opinions of the users and potential users of Tobacco”, we are able to come up with the following recommendation to recover the problems of unpopularity of the product among the consumers who are aware and also those who are not aware of their product.
Ensure consistent marketing strategy: While marketing their product’s ACL should focus on delivering one single theme about the product to its target market.Therefore with an ‘integrated marketing communication’ AFBL can build better brand awareness.
ACL should try to persuade government to remove tax on imported raw materials so that as a local company they can get a competitive advantages (both in price & quality)to compete with the competitors.
Since the market of Tobacco is newly introduced and underdeveloped in the market, they should try to make their brand reliable and credible to the consumers, providing them with as much information as possible.
The overall marketing and promotion needs to be on the brand rather than one single product. ACL needs to increase the number of catchy advertisement to promote it’s brand. Because from this survey it can be seen that most of the people get knowledge or become aware of a product through their family members, relatives, friends, neighbors. And among them mostly are housewives and students. Thus if ACL increase their advertisement then they would be able to reach them easily. By this way it will be possible to get a good number of customers who are belongs to their group.
ACL should provide special offers for the users or the consumers of wild Brew to popularize its product. In order to capture this lucrative market segments; ACL should consider putting on extra effort to popularize the wild brew brand among the users of the consumers. Like giving discounts on price or giving gifts (mobile phones, coffee maker, blender machine etc.) while purchasing refrigerator.
The advertising of wild brew should first be used to raise general awareness amongst the target audience that the product exist. Because, they are not familiar with the ACL product line and in fact, they do not even know the existence of the product. Therefore, they must first publicize the brand name and product line, and then firmly establish them in terms of knowledge and corporate image. Hence, the stronger their image, the greater their chances are for market success.
Akij Tobacco has to decide upon the target audience for every single message it wants to communicate. What, where, why, when, whom and at what Cost-it has to keep everything in account.
Sales force should be more trained up and proactive to capture the market of Tobacco.
Product availability should be maintained by the company.
They should emphasize on the event (sponsor) & social marketing to increase the brand awareness of ACL’s products.
The concerned sales & marketing executive should occasionally visit the remote markets to encourage the customers.
Conclusion
After conducting this assignment successfully I found that Akij Tobacco industry of Bangladesh is able to create a significant position to our economy and try to boost up the economy of Bangladesh. In conclusion I can strongly predict that Akij Tobacco contains a great future ahead of it, this product is really enclose optimum quality and want to deliver quality also towards its consumers. I think it’s a matter of time that Akij Tobacco will become the number one choice of the consumers of Bangladesh.
The research has been conducted as structured questionnaire survey on clients and private customers of consultancy firms in Bangladesh, in order to perceive the service potential in the market. The study brings out the truth that consultancy seemed to have a good potentiality in the whole market of Bangladesh.
