Effectiveness of (Imc) in Creating Brand Awareness of Aci Foods Limited
Effectiveness of (Imc) in Creating Brand Awareness of Aci Foods Limited
Effectiveness of (Imc) in Creating Brand Awareness of Aci Foods Limited
by
by
Acknowledgement
The special thank goes to my helpful supervisor, Mohammed Sohel Islam, Senior Lecturer of
School of Business at Independent University, Bangladesh. The supervision and support that he
gave truly help the progression and smoothness of the internship program. The co-operation is
much indeed appreciated.
My grateful thanks also go to my supervisor Mohammed Atique Akbar, Senior Brand Manager
at ACI Foods Ltd. A big contribution and hard worked from you during the twelve week is very
great indeed. All projects and assignments during the program would be nothing without the
enthusiasm and imagination from you. Besides, this internship program makes me realized the
value of working together as a team and as a new experience in working at a corporate
environment, which challenges me every minute. Not to forget, great appreciation goes to the
rest of ACI Foods and ACI Pure Flours staff that helped me from time to time during the
project. The whole program really brought us together to appreciate the true value of friendship
and respect of each other and it was a great pleasure to working with the team.
I would also like to thank my friends especially those who worked together as interns at ACI
Limited.
Last but not least I would like to thank the authorities of Independent University, Bangladesh and
ACI Limited, for their co-operations in completing my internship program.
I.
Executive Summary
ACI Foods Limited is engaged in manufacturing, marketing, and distribution of various branded
food products especially snacks and spices. This is totally marketing based company combined
with two different brands namely FUN & PURE. All the snacks products of ACI Foods Limited
manufactured under FUN brand and all the spices and daily food products manufactured under
the brand called PURE.
Integrated marketing communications or IMC is an approach to brand communications where
the different modes work together to create a seamless experience for the customer and are
presented with a similar tone and style that reinforces the brands core message. Its goal is to
make all aspects of marketing communication such as advertising, sales promotion, public
relations direct marketing, online communications and social media work together as a unified
force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.
IMC is becoming more significant in marketing practice because of the reduced cost
effectiveness of mass media and media fragmentation. As consumers spend more time online and
on mobile devices all exposures of the brand need to tie together so they are more likely to be
remembered. In case of ACI Foods Limited as they are continuously competing with other
popular Brand like Pran, Square and BD foods so it is mandatory to use IMC programs to create
a sustainable brand image that can be remembered by the consumers in other words creating
proper brand awareness. But as I worked in the company for three months I found that people are
not that aware about the brands of ACI Foods Limited. So this research should have to be done
on effectiveness of IMC program of ACI Foods Limited.
The main purpose the project was to find out the brand awareness of FUN and PURE among the
consumers. The main question was to find out whether the IMC launched by FUN effective or
not and is it better than PURE? The answer is definitely NO. Because maximum number of
respondents said that they havent heard the name of the brand FUN before this survey. Very few
people said that they are aware of the brand but they dont use it on a regular basis. Almost 3%
of people said that they use the brand on a regular basis. So, in terms of brand awareness the
IMC was a total failure. On the other hand all the respondents are aware about the PURE brand
II.
and many of them use it and also use it in a regular basis. So in case of PURE integrated
marketing communications programs are more effective in creating brand awareness than FUN.
In todays world positioning has gotten very important for the ultimate success of a product. In
fact, it is more important than the actual uniqueness, although products that are defectively
manufactured will not succeed in the long run on the basis of image only. The benefits featured
in a products positioning must reflect attributes that are important to and congruent with the
perceptions of the targeted consumer segment. But from my findings of this ACI Foods limited
their one of the brand that is FUN is currently is not positioned well. They are currently focused
on the kids segments only and promotional activities also focused on to that but as my findings a
huge number of consumers of FUN are young people. So the positioning should be changed.
Another segment was to determine the ability to recall the IMC by the respondents. In this regard
the respondents were asked if they remember any of the promotional campaigns of FUN and
PURE. 40% of the respondents said that they remember the activities of FUN Chanachur. Others
could not remember any IMC particularly. So again in terms of recalling the brand, the response
is very poor. But most of the people could recall the IMCs of PURE. In terms of media
exposure, consumers were asked that from where they came to know about the product. Most of
the people said that they came to know from TV. Almost 33% people said that they first heard of
the product from TV. So we assume that the TV exposure is good enough compared to the other
mediums. But in the case of PURE it is quite better than FUN. The youth cannot determine if the
product if appropriate for them or not. Again, in terms of brand judgment and feeling the
response is very poor. The feeling of the respondents toward the brand is not very positive. They
are also not sure that whether the brand is able to satisfy their need or not. Brand resonance of
the brand is also very poor. There is no behavioral loyalty found in the consumers. Most of the
people will not or not sure whether they are going to recommend FUN to their peers or not. This
shows that there is no community association.
One positive sign is that according to most of the respondents the most important element of
branding is Name and most of the people think that the name FUN is good enough. So this is
positive aspect for the brand. But again on the other hand most of the people thing that the
positioning of FUN is moderate. This means that FUN could not achieve the desired positioning.
So it should be handled more carefully.
.
III
Table of Contents
S.N
1.
Topic
Chapter-1: Company Overview
1 13
I. Introduction
II. Management
36
69
V. Organizational Structure
2.
Pages
10
11 13
14 23
14
14 17
17 19
19
20
21 23
23
24 41
I. Interpretation of Questionnaire 1
24 35
35 41
4.
Chapter-4: Findings
42 44
5.
45 46
I. Recommendations
45 46
3.
II. Limitations
6.
7.
46
47 50
I. My responsibilities
47 49
50
Conclusion
51
References
52
Appendix
53 65
Managing Director
Dr. F.H.Ansarey
Financial Controller
Director
Director
Chairman
Managing Director
Director
Director
Director
Director
Director
Director
2.
1.4 Mission
ACIs mission is to enrich the quality of life of people through responsible application of
knowledge, skills and technology. ACI is committed to the pursuit of excellence through worldclass products, innovative processes and empowered employees to provide the highest level of
satisfaction to its customers.
1.5 Vision
To realize the mission ACI will:
Attain a high level of productivity in all its operations through effective and efficient use
of resources, adoption of appropriate technology and alignment with our core
competencies.
Provide products and services of high and consistent quality, ensuring value for money to
its customers.
Encourage and assist in the qualitative improvement of the services of its suppliers and
distributors.
1.6 Values
Quality
Customer Focus
Fairness
Transparency
Continuous Improvement
Innovation
3.
4.
To support and respect International Human Rights within the company's sphere of
influence.
To make sure that their own corporations are not complicit with Human Rights Violation.
1.11.2 Labour
5.
1.11.3 Environment
1.11.4 Anti-Corruption
ACI pledges to keep all its employees, customers, shareholders and suppliers regularly informed
about the compact and the companys initiatives to uphold the principles
Pharmaceuticals
Agribusinesses:
o
Fertilizer
Cropex
Seeds
ACI Agrochemicals
1.15 Pharmaceuticals:
ACI carries the legacy of ICI- world renowned British Multinational in providing the people of
Bangladesh with quality medicines and healthcare products. Its state-of-the art pharmaceutical
plant represents Bangladesh's quest for a truly world class manufacturing facility. ACI's rich
heritage leads to innovative and higher value added formulations.
The comprehensive product range of ACI pharmaceuticals include products from all major
therapeutic classes and in various dosage forms like tablet, capsule, dry powder, liquid, cream,
gel, ointment, ophthalmic and injectable. ACI Pharma also has state of the art plant on Novel
Drug Delivery System (NDDS). It produces world class Modified Release drug and medicine to
cater the requirement of pharmaceutical manufacturer of domestic and international market.
It exports high quality pharmaceuticals to a good number of countries of Asia, Africa & South
America.
7.
The necessity of pure food in the minds of Bangladeshi consumers especially in the commodity
food business has pushed ACI to fill up the market gap by producing commodity products such
as Salt, Flour and Spices. Now the customers of Bangladesh are ensured with 100% pure Salt,
Spices products and Wheat products under the brand name of "ACI Pure".
ACI also represents the world renowned product range of Colgate, Nivea, Tetley, Godrej &
Dabur in Bangladesh through distribution and forming joint ventures.
1.16 Agribusinesses:
ACI Agribusiness is the largest integrator in Bangladesh in Agriculture, Livestock and Fisheries
and deals with Crop Protection, Seed, Fertilizer, Agrimachineries, and Animal Health products.
These businesses have glorified presence in Bangladesh.
CC & PH supplies crop protection chemicals, Seed supplies Hybrid Rice, vegetable and Maize
seeds, Fertilizer Supplies Micronutrient and Foiler fertilizer, Agrimachineries supplies Tractors,
Power Tiller and Harvester and Animal Health supplies high quality Nutritional, Veterinary and
Poultry medicines and vaccines.
ACI Agribusiness is having strong partnership with national and international R & D companies,
universities and research institutions. Before introducing any product, it is elaborately tested in
the laboratory and farmers field.
ACI provides solution to the farmers through a large team of scientists & skilled professionals.
8.
ACI Pure Flour Ltd is the largest flour producing company in Bangladesh delivering cleanest,
healthiest and most hygienic flour by adopting state of the art technology. Coupled with double
digit growth and continuously producing pure product make 'Pure' brand a huge success & make
it a household product overnight. In a very short time 'Pure' is able to become consumers'
morning bell and snatched prestigious second position overtaking all other players in the market.
'Pure' flour is able to communicate to its consumers that ACI Pure is synonymous to Purity. Our
plant stands by the bank of Sitalaksha River with most advanced European technology coupling
with a well-equipped laboratory keeping in mind to provide the best quality flour to the
consumers.
The necessity of pure food in the minds of Bangladesh consumers especially in the commodity
food business has pushed ACI to fill up the market demand by producing food products such as
spice, edible oil, snacks, confectionary etc. ACI is engaged in manufacturing, marketing, and
distribution of various branded food products and condiment. Now the customers of Bangladesh
are ensured with 100% pure food products under the brand name of 'Pure'. Within the very short
period of its entrance this brand has been enjoying second leading position in the market. Fun
Candy and Fun Chanachur produced from high quality imported raw materials with state of the
art technology have attained enormous popularity among the consumers. ACI Foods Ltd. is
focusing on improving the food habit of Bangladeshi Consumers through providing more ready
to cook products and ready to eat as well. ACI is also exporting its Pure Brand products to
Australia, UAE, Kuwait, Saudi Arabia, Bahrain, Qatar and many other countries to come into the
list. For details please click here ACI Foods Ltd.
Executive Director
Business Director
Marketing Manager
Brand Manager
Product Executive
Product Executive
Intern
.
10
.
11
.
12
13
Chapter 2:
2.1 Objective of the Study
Specific Objectives
Identify the relevant factors used by consumer to select ACIs FUN & PURE
products.
Identify what consumers expect the quality to be of FUN & PURE brand and
their perception regarding FUN & PURE as well.
Broad Objective
The objective of this study is to determine an appropriate positioning for ACI FUN
brand. ACI Consumer Brands is a leading Fast Moving Consumer Goods (FMCG)
company in Bangladesh. So, FUN brand should sustain the reputation of ACI consumer
goods and have a contribution to the organizational goal of ACI Ltd. The whole project
will focus on suggesting an appropriate positioning of FUN brand.
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14
This is enhanced when integration goes beyond just the basic communications tools. There are
other levels of integration such as Horizontal, Vertical, Internal, External and Data integration.
Here is how they help to strengthen Integrated Communications.
Horizontal Integration occurs across the marketing mix and across business functions - for
example, production, finance, distribution and communications should work together and be
conscious that their decisions and actions send messages to customers.
While different departments such as sales, direct mail and advertising can help each other
through Data Integration. This requires a marketing information system which collects and
shares relevant data across different departments.
Vertical Integration means marketing and communications objectives must support the higher
level corporate objectives and corporate missions. Check out the Hall Of Fame later for more
about missions.
Meanwhile Internal Integration requires internal marketing - keeping all staff informed and
motivated about any new developments from new advertisements, to new corporate identities,
new service standards, new strategic partners and so on.
External Integration, on the other hand, requires external partners such as advertising and PR
agencies to work closely together to deliver a single seamless solution - a cohesive message - an
integrated message.
Positioning is the resulted perception that happens in the minds of the target market. It is the
aggregate perception the market has about a particular company, product or service in relation to
their perceptions of the competitors in the same category. It will happen whether or not a
company's management is proactive, reactive or passive about the on-going process of evolving
a position. But a company can positively influence the perceptions through enlightened strategic
actions.
A product's position is how potential buyers see the product. Positioning is expressed relative to
the position of competitors. The term was thought up first in 1969 by Al Ries and Jack Trout in
the paper "Positioning" is a game people play in todays me-too market place" in the publication
Industrial Marketing.
.
15
In marketing, positioning has come to mean the process by which marketers try to create an
image or identity in the minds of their target market for its product, brand, or organization. It is
the 'relative competitive comparison' their product occupies in a given market as perceived by
the target market.
Advertising
Advertising is a very important tool on the earlier stages of the response hierarch models. Due to
its public presentation, persuasiveness and amplified expressiveness, advertising campaigns can
help reaching high levels of awareness about the product, the brand or the company. Also
advertising could be successful in building a long-term image for a brand (such as Absolute,
Coca-Cola, etc.) Advertising is cheaper than sales promotion and more expensive than public
relations, but often evokes negative feelings (such as annoyance, anger, distrust, etc.).
Sales promotion
Sales promotion campaigns offer a distinctive purchase invitation. This sort of programs also
offers some kind of stimulus (discount, free sample, etc.). They are preferable in the cases of new
product launching, sales stagnation, etc. But, the effects of sales promotion are usually short run
and do not build long run brand preference.
Public relations or PR
The major characteristics of public relations are: high credibility, off guard, and dramatization.
People accept the PR campaigns as news, not as paid publication. That's why they trust to PR
messages. The basic problems of the PR campaigns are connected with the low level of control
on what, where, and when is said.
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16
Direct marketing
The direct marketing approach is based on databases containing the names and characteristics of
potential customers. As a result, the direct marketing offers greater possibilities in measurement
of the effectiveness of database programs. But this communication tool is the most expensive in
the context of fast moving consumer goods or FMCG. Combining the marketing communication
tools in a solid and well-balanced campaign is more effective. The integrated marketing
communication programs give chance to low budget campaigns.
This "Intangible" positioning can be done through Brand Communication. This Brand
Communication includes advertising, promotions, public relations etc. While developing
positioning we have to look into a host of factors, i.e. brand name attributes, key benefits,
product deliveries etc.
Through communication marketers position the product and the brand image is created. As
technology barriers break down and competing products become more and more similar to each
other, often the only form of differentiation available is brand positioning.
Based on the above discussion, it is very easy to understand the uniqueness of this study. As ACI
launched their FUN brand in a saturated generic consumer brand segment, so it is more vital than
anything for this particular product to be positioned appropriately. It is redundant to say that
positioning is the most important factor for a new product to be successful in the market,
17
The target consumers of the Fun products are individuals who are fun loving and social in nature.
They are trendy, cheerful, love social belongingness. Socializing and chit chat with friends,
family and peers are one of their favorite pass time. Irrespective of the age they are young at
heart. They are the innovators or early adopters while choosing new products in the market and
have exposure to different mediums of communication.
While the brand is positioned towards the above target group, it would like to bring out fun and
happy moments across psychographic segments.
Consumers take candy and/or chanachur, chutney mostly during their leisure time or while
doing something else like gossiping and chit chatting. Except for children, who take candies
for their sweet taste and to have some fun.
These products act as a companion while gossiping and socializing with others. And very
few consumers take these products alone as a regular habit.
Consumers are not much loyal among brands while purchasing candy, chanachur or chutney.
They mostly choose among some of their preferred brands.
Candy, chanachur or chutney are more or less impulse in nature, meaning not much thought
is given by consumers while purchasing those. However, like any food product, taste
perception still carries a lot weight while choosing among the available brands.
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18
Most consumers purchase candy and snacks from nearby grocery/ convenience store or
tobacco plus outlet (especially important for candy).
In case of chanachur, consumers are moving towards the Hot or Jhal and newly
Barbeque or Tanduri flavors.
Integrated Marketing
Communication
(IMC)
i.
Advertising
ii.
Sales Promotion
iii.
Public Relation
iv.
Direct Marketing
Brand Awareness
.
19
2.6 Hypothesis
Snacks are not a product which displays status symbol. People buy it very often and it is
considered as a fast moving consumer good. There are few existing competitors in the snacks
market of Bangladesh. PRAN, RUCHI, BD etc. for instance are some competitors. The price of
the snacks is not very high and there are very few points of difference. On the other hand PURE
is another brand of ACI Foods Ltd. it produces spices and other daily food products. In this
empirical study the assumed point of difference if IMC and brand awareness. The hypothesis has
been developed based on these four assumptions:
H1: IMC of FUN has created brand awareness.
H2: IMC of PURE has created brand awareness.
H3: IMC of PURE has been successful in creating brand awareness.
H4: IMC of FUN has not been successful in creating brand awareness.
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20
As this research is aimed to know that how consumers are aware about the FUN and PURE
Brand by judging the IMC programs, so it appropriate to use quantitative marketing research
techniques basically questionnaire survey to judge the hypothesizes.
The basic premise of the customer based brand equity (CBBE) model is that the power of a
brand lies in what customers have learned, felt, seen and heard about the brand as a result of their
experience over time. In other words, the power of a brand lies in what resides in the minds of
the customers. The challenge for marketer in building strong brand is ensuring that customers
have the right type of experiences with products and services and their accompanying marketing
programs so that the desired thoughts, feeling, images, beliefs, perceptions, opinions and so on
become linked to the brand.
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21
The Internet facility is not widespread in our country. Therefore, online survey was
inappropriate for the study.
It takes less time to fill up a questionnaire. Therefore, the respondent was not reluctant in
providing accurate data.
The questionnaire for the survey was designed in such a manner so that it reflects the
perceptions, buying behavior, association, awareness, knowledge, judgment, feelings and
imagery of the brand. Based on these information the CBBE model can be developed.
journals and articles, websites and other printed materials will be taken. Therefore, the
researchers will require primary data to investigate research questions. To collect data from the
primary sources, the researchers will use the questionnaire survey method. This method is
commonly used in consumer surveys to collect data from primary sources. That means the
questionnaire will be distributed among the respondents in this case students of universities and
colleges through myself. Numerous reasons accounted for the choice of this research method.
First, it allows large amounts of information to be obtained at a relatively low cost. Second,
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22
more accurate responses are obtained because interviewer bias is avoided. Finally, the number
of non-usable questionnaires is reduced since the personal contacts tend to make respondents
more cooperative in completing the questionnaires.
2.7.5 Data analysis procedure:
Due to the time constrain and instruction by my supervisor all the questionnaire data will be
calculated in the MS Excel Spreadsheet and will be shown graphically by various tables in
percentage and various pie charts.
.
23
The first question was regarding the usage of the snack brands of Bangladesh. In the snacks
market the main competitors of FUN are Pran, Ruchi and BD. Bombay sweets is another
potential competitor but since they are operating only in the chips and Chanachur market, thats
why they were not included in the questionnaire. 43% of the total people that is 13 people said
that they would prefer to use the products of Pran. This shows that Pran has the highest consumer
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24
awareness. 27% of the people that is 8 people said that they would prefer to use products of
Ruchi. 17% people that is 5, said that they would prefer to use BD and 10% said that they will
prefer other brands. Only 1 person said that s/he would like to use products of FUN.
Question
Option 1
Option 2
Option 3
Option 4
Option 5
RUCHI
FUN
BD
Other
following
13
27%
3%
17%
10%
13
2. Before this survey have you ever heard the name of the brand Called FUN?
Out of these 30 people 47% that is 14 people said that they never heard of the brand FUN. 9
people that is 30% of the people said that they are aware of the brand but they never used it. This
proves that there is some sort of exposure of the brand to the people but the exposure is not
attractive enough so that people could buy and use the products of fun. 20% people said that they
once or sometimes used it. Only 3 percent that is 1 respondent buy it regularly.
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25
Question
Option 1
Before
survey
Option 2
Option 3
Option 4
never used it
sometimes
30%
20%
3%
brand FUN?
3. How did you first hear about the Brand FUN?
The third question was understood that which medium is reaching to the consumers. To find
these consumers were asked to answer that from which medium they came to know about the
product.
33% of the people that is almost half of the population said that they came to know about the
product from TVC. So, we can assume that the TVC are attractive enough to catch the attention
of the consumers. 10 percent of the total sample size that is 3 respondents comes to know about
the brand by reading newspapers. 2 people that is 7% of the sample said that they came to know
about the product from word of mouth. This is quiet surprising because for generic products like
snacks word of mouth is an unusual medium. 3% of the people said that they came to know
about the product from billboards. But most shocking is that the highest number of people that is
.
26
47% or 14 of 30 people did not even know about the FUN Brand before this survey. So the total
IMC activity of the brand is very poor and the brand awareness is very low to the consumers.
Question
Option 2
Option 3
Option 4
Option 5
Newspaper/
Billboards
Word of Mouth
By
first
Magazines
about
product?
Option 1
hear
the
this
questionnaire
10
14
33%
10%
3%
7%
47%
This question was given to check that whether the consumers are aware only or they have the
willingness to buy the products of FUN as well. The results are as following:
77% of the people that is 23 said that they never use/buy the products of FUN. 10% of the people
that is only 3 people said that they buy the products of FUN rarely. Only 10% buys often and just
3% that is one person buy the products of fun frequently. This response from the respondents
proves that people are not willing to buy products of fun.
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27
Question
Option 2
Option 3
Option 4
Rare
Often
Frequently
you
10%
10%
3%
buy
products
Option 1
the 23
of 77%
FUN?
This question was given to found out that whether the respondent could remember any IMC of
FUN. In other words, to check the improvement in consumers memory because of the IMC.
60% of the people said that they dont remember any of the promotional activities of FUN. 23%
people said that they remember the promotional activities of Chanachur. 17% people said that
they remember the promotional activities of Candy as the company advertised the product during
the Eid. So this proves that the media exposure is not enough. The IMC developed was not also
useful because people cant remember the promotional activities.
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28
Question
Do
Option 1
you
Option 2
Option 3
Option 4
Option 5
Option 6
Candy
Chanachur
Chutney
Crackers
Cake
None
18
17%
23%
0%
0%
0%
60%
remember any
of
the
promotional
activities
of
FUN?
This question was given to check that whether consumer could associate themselves with FUN
or not. Unfortunately 57% people said that they dont associate themselves with FUN. 23%
people say that they have low association with the brand. And only 20% that is 6 people said that
they can associate themselves moderately with FUN brand.
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29
able to satisfy their need in a moderate way and 24% that is 7 people has a low satisfaction
towards the fun brand.
This question was asked to check the brand judgment of the consumers. In response to this
question 33% people said that they dont know whether they will recommend or not FUN to their
peers. 17% of the people said that they might recommend FUN to their peers and 20% people
will recommend FUN to their peers.
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30
Name is one of the most important brand elements. The success of a brand heavily depends on its
name. This question was given to check the attractiveness of the name. 57% people said that the
name is very attractive. 26% thinks that the name is not attractive at all. 10% said that the name
is ok and 7% found it very Attractive.
Question
Do you think
Option 1
Option 2
Option 3
Option 4
Yes
No
Its OK
Very Attractive
17
57%
26%
10%
7%
attractive
enough?
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31
To check the distribution system of fun and consumer availability, this question was given.
40% people said that they will most likely find FUN products in teal shops. 33% people said that
they will find FUN products in small shops. 17% respondents thought that they might find the
FUN products in super shops.
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32
About the pricing 33% respondents think that it is ok, 3 percent people does not like the price of
FUN range. 17% people moderately like it and most of them that is 47 percent people does not
have any idea about the pricing.
This question was asked in order to find out the consumer perception towards the overall
branding of FUN.
33
57% people think that the branding of FUN is Very poor. 23% people think that the branding to
FUN is poor and only 20% think that it is moderate. So it can be concluded that most of the
people think that the overall branding of FUN is poor.
To know about the influence of the mother brand that is ACI towards its sub brand FUN, I
have surveyed the following two questions:
14. Do you know that Fun is a Brand from the house of ACI Limited?
77% that is 23 people does not even know that FUN brand is a brand from the house of ACI,
Only 4 people that is13 percent people aware the fact and interestingly 10% people asked me
instead.
15. Do you think that you are influenced by ACI Limited while you buy the products of
FUN?
Last question that was asked to the respondents that is are they influenced by ACI while buying
products of FUN brand, 47% people answered that may be they are influenced, 7 percent told me
that they are influenced and 46% said that they are not influenced by ACI at all while buying
FUN products.
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34
1) Which of the following local brands would you prefer for spices?
The first question of the second questionnaire was about the preferred local spices brand and
among the 30 respondents the majority that is 30% prefers Pran. 27% told that they preffer
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35
Radhuni spices and both Pure and BD foods gained 20% preference. Only 3% people went for
the other brands or homemade spices.
2) Before this survey have you ever heard the name of the brand Called PURE?
Out of these 30 people none of the people said that they never heard of the brand PURE. 13
people that is 44% of the people said that they are aware of the brand but they never used it.33%
people said that they once or sometimes used it. 23 percent that is 7 respondents buy it regularly.
3) How did you first hear about the product?
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36
36% of the people that is almost half of the population said that they came to know about the
product from TVC. So, we can assume that the TVC are attractive enough to catch the attention
of the consumers. 30 percent of the total sample size that is 3 respondents comes to know about
the brand by reading newspapers or magazines as Pure advertise through newspapers and
magazines. 2 people that is 7% of the sample said that they came to know about the product from
word of mouth. This is quiet surprising because for products like spices word of mouth is an
unusual medium. 27% of the people said that they came to know about the product from
billboards. But there was no people among the respondents that did not hear about the Pure
brand.
This question was given to check that whether the consumers have the willingness to buy the
products of PURE. The results are as following:
34% of the people that is 10 said that they never use/buy the products of FUN. 20% of the people
that is only 6 people said that they buy the products of FUN rarely. 23% people buys often and
seven people that is also 23% buy the products of fun regularly. This response from the
respondents proves that people are not willing to buy products of Pure.
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37
This question was intended to know about the awareness of the promotional activity of Pure
brand. Among the 30 respondents 90% that is 27 people answered Yes and only 3 people that is
10% answered NO.
38
This question was asked to get the consumer insight and their perception about the brand. None
of the 30 people said that Pure is positioned very poorly or poorly. 47% people think that it is
positioned moderately. So, it means people think that Pure is not positioned poorly. 43% of the
respondents think that Pure is positioned well and 10% of the respondents think Pure is
positioned very well.
This question asked to judge the difference between the positioning of two brands of ACI Foods
Ltd. among the 30 respondents majority that is 77% thought that PURE is better positioned than
FUN. 10% thinks maybe PURE is positioned better than FUN. 13% do not sure about the matter
and none of the respondents think that FUN is better positioned than PURE.
.
39
9) Do you know that PURE is a Brand from the house of ACI Limited?
90% that is 27 people aware about the fact that PURE brand is a brand from the house of ACI.
Only 3 people that is10 percent people are not aware about the fact and no one asked me instead.
.
40
10) Do you think that you are influenced by ACI Limited while you buy the products of
PURE?
Last question that was asked to the respondents that is are they influenced by ACI while buying
products of PURE brand, 33% people answered that may be they are influenced, 37 percent told
me that they are influenced and 30% said that they are not influenced by ACI at all while buying
PURE products.
41
Chapter 4: Findings
The main purpose the project was to find out specific questions related to the brand awareness of
FUN and PURE. The main question was to find out whether the IMC launched by FUN effective
or not and is it better than PURE. The answer is definitely NO. Because maximum number of
respondents said that they havent heard the name of the brand FUN before this survey. Very few
people said that they are aware of the brand but they dont use it on a regular basis. Almost 3%
of people said that they use the brand on a regular basis. So, in terms of brand awareness the
IMC was a total failure. On the other hand all the respondents are aware about the PURE brand
and many of them use it and also use it in a regular basis.
The next phase was to determine the ability to recall the IMC by the respondents. In this regard
the respondents were asked if they remember any of the promotional campaigns of FUN. 40% of
the respondents said that they remember the activities of FUN Chanachur. Others could not
remember any IMC particularly. So again in terms of recalling the brand, the response is very
poor. But most of the people could recall the IMCs of PURE.
In terms of media exposure, consumers were asked that from where they came to know about the
product. Most of the people said that they came to know from TV. Almost 33% people said that
they first heard of the product from TV. So we assume that the TV exposure is good enough
compared to the other mediums. But in the case of PURE it is quite better than FUN.
Consumers have very low association with the products. They cannot relate themselves with the
product. This is maybe because of the positioning of the product. The youth can not determine if
the product if appropriate for them or not. Again, in terms of brand judgment and feeling the
response is very poor. The feeling of the respondents toward the brand is not very positive. They
are also not sure that whether the brand is able to satisfy their need or not.
Brand resonance of the brand is also very poor. There is no behavioral loyalty found in the
consumers. Most of the people will not or not sure whether they are going to recommend FUN to
their peers or not. This shows that there is no community association. In a question of brand
.
42
positioning, most of the people instantaneously recalled the name of PRAN. So according to the
consumers, PRAN does the best branding in snacks market.
One positive sign is that according to most of the respondents the most important element of
branding is Name and most of the people think that the name FUN is good enough. So this is
positive aspect for the brand. But again on the other hand most of the people thing that the
positioning of FUN is moderate. This means that FUN could not achieve the desired positioning
yet.
Now, if we want to put the different aspects of the findings in consumer based brand equity
model then the result would look like the following;
Brand Salience: In terms of awareness the FUN brand is very poor because most of the people
did not even hear about the brand. But people are aware about PURE brand.
Brand Performance: The respondents are not sure whether the brand is able to satisfy their
need or not. Above all, most the respondents did not use the product of FUN but PURE products
can satisfy their needs.
Brand Image: The image of the FUN brand is not well defined but PURE brand is quite ok.
First of all, most of the respondents dont remember about the FUN brand and moreover they
dont know for which age group the brand is positioned towards.
.
43
Brand Judgment & Feelings: Respondents didnt find any pleasant memory with the FUN
brand and most of them are not sure about recommending the product to their peers. This
represents the poor association of the consumers.
Brand Resonance: Since all the block of the pyramids shows negative result towards FUN
brand then this very much certain that there is lack of resonance. The consumers dont find
themselves in sync with the brand and they can not remember the brand FUN particularly. But in
the case of Pure most of the respondents can remember the brand.
From the above discussion it is clear that the hypothesis 1 is totally wrong. The IMC launched by
FUN was not successful and it could not generate the amount of awareness which it was intended
to. So, hypothesis 4 is correct. On the other hand both hypothesis 2 and 3 are correct regarding
PURE.
44
5.1 Recommendations:
ACI should first define its target consumers. The brand is mainly targeted to the child and youth
segment. But the message is not conveyed properly to its target consumers. There is a thin line
between child and youth segment. If the youth perceive that this product is targeted toward the
children then they will not buy this. So, the positioning has to be done carefully.
FUN should develop proper points of difference from its competitors. The market is generic and
if there are no strong points of differences then people will not remember the product and they
will not buy as well.
In this survey most of the people said that besides name character is another important brand
element. So, FUN should develop a character which would represent the brand. The character
could be animated or real life character but above all, it should be catchy enough to attract the
attention of the target group.
The TV exposure of the brand is satisfactory but the newspaper, radio and billboard advertising
is not satisfactory at all. None in the survey said that they came to know about the product from
radio. Whereas, radio is a powerful medium these days, the radio exposure should be increased.
Billboards should be placed in front of schools, colleges and universities where it will catch the
attention of the target group.
The distribution system of the brand should be modified. The brand lacks availability. It should
be distributed in such a manner to that consumers can get to it anytime they want.
The TVC should be made in a more attractive manner. There should be sense of association of
the consumers. Consumers will not be attracted toward the brand if they dont attach themselves
with it. The points of differences should be made clear in the advertisements.
.
45
The brand is facing a big time problem of image dilution. People can not separate the
advertisement of FUN from its competitors. Whenever you ask them about candy, chutney or
Chanachur the name of PRAN pops up in their minds. This is very alarming. This could be only
modified by strong advertising and points of differences as well.
Though the brand image of parent brand ACI doesnt go with the image of FUN but still the
parent name could be more focused in the packaging and advertising. Because ACI carries the
sense of security, so people might be attracted to use products which is manufactured from the
house of ACI.
5.2 Limitations
While doing this research, several difficulties were faced. These are mentioned below:
There was not enough up-to-date information regarding snacks and spices industry of
Bangladesh.
There was time constraint also. 3 months is not enough to conduct an extensive research
individually.
Respondents were not helpful enough to get a perfect picture of consumer behavior
towards snacks and spices.
The survey was conducted only on the students. The sample may not accurately give the
perfect picture of consumer behavior or perception towards branded snacks of the whole
population.
The sample size was not large enough to conclude that the result is perfect.
Respondents are not very aware of all brands of snacks and spices and sometimes they
are bit biased to some specific brand.
.
46
6.1 My responsibilities:
I joined at ACI Limited mainly ACI Foods Ltd. signing a contract as an intern started from 23rd
May 2012 for a period of 3 months till 22 nd August of 2012 as a requirement of my internship.
From the beginning I worked directly under the supervision of Senior Brand Manager of ACI
Foods Ltd. in a special project assigned by the supervisor. My work station was located at ACI
Centre, 245 Tejgaon Industrial Area, Dhaka - 1208. As I was working at ACI Foods Ltd. and
supervised by Sr. Brand Manager so I had to look after both the brands of ACI Foods Ltd. they
were FUN and Pure. Some major responsibilities of mine at ACI Foods Ltd. are given
bellow:
Several times I had to visit various markets to see what consumers a seller wants and their
thoughts about our products. I have visited big markets like Karwan Bazar, Mohakhali, Banai
Bazar, Tongi Bazar and manay shops of Dhaka and Gazipur to get the feedbacks about our
products from consumers as well as sellers. (See Appendix2.1 for market visit report)
.
47
.
48
.
49
6.3 Recommendations:
Like all other organizations ACI Foods Limited has problems but they are not that huge. By
taking very few steps those problems can be solved. So these are some remedies for ACI Foods
Limited:
Higher authorities should support employees more
More friendly relationship among managers and executives
Employees should be given more power in decision making
Autocratic leadership should be prohibited
Working hour should be bring down to 8 hours
.
50
Conclusion
ACI is operating its FUN and PURE brand in a very competitive saturated market. In this market
consumers are not well aware of the brands operating and only two or three brands have top of
the mind positioning. This is very tough to make a separate positioning in the market and create
certain points of differences. PURE brand has positioned well in the market. Still, FUN brand
could be positioned in a better way since ACI has a good corporate image and financial backup
as well.
To gain the Top of the Mind position in consumers mind, ACI should conduct an extensive
promotional campaign in which ACI must communicate clearly, precisely about its positioning.
Acquiring Top of the Mind position is very important to be the market leader. ACI should also
have keen look at its distribution facilities for snacks market. Distribution is the key success
factor for any growing market.
ACI should have a close look at what its competitors are doing. In this respect price is the most
important issue. ACI should try to minimize its production cost of FUN and try to sell it at
lowest possible price as the entire competing brand selling the product of almost same benefit.
Consumers are likely to consider price as the decision making tool when they buy. So, price
should get highest priority when it is set.
.
51
References
I.
Schiffman, L.G. and Kanuk, L.L. (2004) Consumer Behavior (8 th edition). New Delhi:
Pearson Education, Inc.
II.
Keller, K.L. (2010-11) Strategic Brand Management (3rd edition). New Delhi: Pearson
Education, Inc.
III.
Cooper, D.R. and Schindler, P.S. (2011) Business Research Methods (9 th edition). New
Delhi: Tata McGraw Hill Education Private Limited.
IV.
V.
VI.
VII.
VIII.
.
52
Appendix
53
Questionnaire # 1:
Name:
Contact No:
2) Before this survey have you ever heard the name of the brand Called FUN?
Never Heard of it
Aware but never tried
Once / tried sometimes
Buy it regularly
.
54
.
55
14) Do you know that Fun is a Brand from the house of ACI Limited?
Yes
No
Is it?
15) Do you think that you are influenced by ACI Limited while you buy the products of FUN??
a)
Yes
b) No
c)
Maybe
.
56
Questionnaire # 2:
Name:
Contact No:
2) Before this survey have you ever heard the name of the brand Called PURE?
Never Heard of it
Aware but never tried
Once/ tried sometimes
Buy it regularly
.
57
9) Do you know that PURE is a Brand from the house of ACI Limited?
Yes
No
Is it?
10) Do you have any influence of ACI Limited while you buy the product of PURE?
d) Yes
e)
No
f)
Maybe
.
58
Date: 31 -05 - 12
59
Brand unavailable: Most of the products are available only Pure puffed rice is totally
unavailable and large spice packs of 500 and 1000 gm are unavailable.
Depth of brand presence: The depth of presence of product is noteworthy, product visibility is
good.
Comment: Most of the products are available but dominated by prince products.
G-Mart (Mirpur):
Brand Available: Only 200 gm packs of Pure Powdered Turmeric and Pure Halim Mix are
available.
Brand unavailable: Pure Powdered Chili, Pure Powdered Coriander and 100 gm packs of Pure
Powdered Cumin are unavailable, Pure Mustered Oil 200 and 500 ml as well as 1000 ml bottles
are unavailable, Pure Meat Curry Masala 20 gm, Pure Garam Masala 15 gm, Pure Kheer Mix
150 gm, Pure Aromatic Rice 1 kg, Pure Plain Toast 350 gm packs are totally unavailable.
Depth of brand presence: Competitors products are present in shelves and more dominant than
Pure products and it is hard to locate or find the available Pure product.
Comment: There should be more Pure products as most of them are un available.
City Shopping Mall (Mirpur):
I could not find any products of Pure as per the list given at City Shopping Mall (Mirpur).
Care Family (Mirpur):
Brand Available: Spices (100 and 200 gm packs of Pure Powdered Turmeric and Pure
Powdered Chili, 100 gm Pure Powdered Coriander and 100 gm packs of Pure Powdered Cumin
are available), Pure Mustered Oil 200 and 500 ml bottles are available, Pure Halim Mix 200 gm
are available. Pure Kheer Mix 150 gm, Pure Aromatic Rice 1 kg is available.
Brand unavailable: Pure Powdered Chili 500 gm and 1kg, Pure Powdered Coriander 500 gm
and 1kg, 50 and 200 gm packs of Pure Powdered Cumin are unavailable, Pure Mustered Oil
1000 ml bottles are unavailable, Pure Meat Curry Masala 20 gm, Pure Garam Masala 15 gm,
Pure Kheer Mix 150 gm, Pure Plain Toast 350 gm and Pure puffed Rice packs are totally
unavailable.
Depth of brand presence: The depth of presence of product is significant; product visibility is
better.
Comment: Competitor products have strong presence many of Pures products are unavailable.
.
60
Address
Code
25gm
DP
Total
12gm
DP
Total
Emarald
Kafrul
FD
380
7.76
2948.8
153
4.76
728.28
Delta Enterprise
Mirpur 12
XP
940
7.76
7294.4
4.76
Uttara
QS
515
7.76
3996.4
132
4.76
628.32
Dokkhin Khan
SM
651
7.76
5051.76
437
4.76
2080.12
Mugda
X8
436
7.76
3383.36
74
4.76
352.24
Ali Bazar
ZJ
1788
7.76
13874.88
4.76
Sumon Enterprise
Shonir Akhra
RS
325
7.76
2522
75
4.76
357
Moon Confectionary
Jurain
VJ
620
7.76
4811.2
170
4.76
809.2
16 Distribution
Bashabo
Y8
405
7.76
3142.8
4.76
Shuvarna Enterprise
Kathal Bagan
UT
1200
7.76
9312
4.76
Keranom Goanj
YO
82
7.76
636.32
125
4.76
595
Abdullahpur
W7
4000
7.76
31040
1475
4.76
7021
Lalbagh
UL
1100
7.76
8536
900
4.76
4284
XQ
867
7.76
6727.92
139
4.76
661.64
Johir Enterprise
Jonson Road
X7
475
7.76
3686
5584
4.76
26579.8
Moblie World
Moulovi Bazar
TS
609
7.76
4725.84
491
4.76
2337.16
UN
188
7.76
1458.88
32
4.76
152.32
Nafisa Traders
.
61
Md. Ashadullah
(Dhaka B)
S M Hafiz Al
Asad
Md.Masud
Rana
Code
Customer Name
InvoiceNo
O002
YO00XQ
YO00UX
Purchase
d QTY
119
284
403
YO19
YO0P
YO25
S M Toffajjel
Hossain (Dhaka
C)
Md.Monir
Hossain Hazra
Md.Ali Akbar
O003
YO00V0
YO00XY
Md. Zabedur
Rahman
YO1200342
9
YO1200343
2
180
70
250
YO1B
YO1
O
Md. Kamrul
Hassan -Jessore
Vacant
O005
YO00JR
Vacant (South
Bangal Zone)
YO1200340
6
63
63
YO1D
YO1X
O006
YO00ST
82
82
YO14
YO1F
Azim Uddin
(Sylhet)
Md.Azim Uddin
O00
A
YO00GK
Vacant (Savar)
YO1200343
3
60
60
YO1A
YO00W
Q
YO00RB
YO2K
Syed Harunur
Rashid
Md. Harunur
Rashid
Md.Amzad
Hossain
Md.Nabab Ali
YO00J4
YO2K
Md.Nabab Ali
YO00NY
YO2K
Md.Nabab Ali
YO00UU
YO2Z
Md.Ujjal
Hossain
Md.Ujjal
Hossain
YO00QA
YO00X6
YO28
YO2A
YO2Z
O00
A
Vacant (Savar)
YO1200340
4
YO1200341
9
YO1200341
7
YO1200340
9
YO1200342
1
YO1200342
7
YO1200341
4
120
168
141
66
82
96
31
704
.
62
YO1E
YO0
Q
Md.Yasinur
Rahman
Md.Obidur
Rahman
O00
A
YO00V
W
Vacant (Savar)
YO1200342
3
58
58
YO1C
YO0V
YO1D
YO1D
YO1Z
YO23
YO2B
YO2C
YO2D
YO2U
Md. Babul
Akhtar
Altaf Hossain
O00
B
YO00DA
Md. Mozammel
Haque
Md. Mozammel
Haque
Sree Protim
Majumder
Md.Nur Alam
YO005L
YO005S
YO00XF
YO00YH
Md.Shahidul
Islam
Md.Shafiqur
Rahman
Ananda
Chowdhury (Ashif)
Vacant
YO00T3
YO00W
C
YO00U7
YO00SV
60
288
66
568
179
263
178
177
120
1899
YO0L
YO16
YO18
O00
D
YO00QB
YO00PK
Vacant (Chittagong)
YO1200342
0
YO1200343
0
72
94
166
63
Dhaka Zone
Date:
17-07-12
Small
Product Name
SKU
NSI
TP
MRP
Parity
Trade
offer
Source
date
Pran Normal
35
5.76
12:01
Pran Jhal
35
5.76
12:01
Ruchi (BBQ)
40
8.00
10
12:01
Ruchi Jhal
40
7.25
12:01
Ruchi
Chanachur
40
12:01
BD Jhaal
35
12:01
BD Normal
40
12:01
17-07-12
BD Tandori
40
12:01
17-07-12
FUN H nS
35
FUN Sweet n
Sour
35
FUN Classic
35
Product Name
SKU
NSI
TP
MRP
Pran Normal
70
12.00
15
Pran Jhal
70
12.00
15
14.50
17
Trade
offer
17-07-12
Source
date
Medium
Ruchi (BBQ)
Ruchi Jhal
85
12:01
Ruchi
Chanachur
BD Jhaal
BD Normal
BD Tandori
FUN H nS
70
14
.
64
Large
Product Name
NSI
TP
MRP
Trade
offer
12:01
Source
date
Pran Normal
135
21.00
25
Pran Jhal
135
21.00
25
Ruchi (BBQ)
170
31.50
36
Ruchi Jhal
150
28.50
32
12:01
Ruchi
Chanachur
170
28.50
36
12:01
06-0812
BD Jhaal
200
BD Normal
150
12:01
06-0812
BD Tandori
170
36
FUN H nS
140
25
Product Name
Family
SKU
SKU
38
21.20
NSI
25
TP
MRP
Trade
offer
Source
date
Pran Normal
350
50.00
55
12:01
Pran Jhal
350
50.00
55
12:01
Ruchi (BBQ)
350
55.50
62
Ruchi Jhal
350
55.00
62
Ruchi
Chanachur
350
54.40
62
0:01
6/8/2012
BD Normal
350
45.50
52
12:01
6/8/2012
BD Tandori
350
60
FUN H nS
340
50
65