Chapter-

One
Introduction

1
Introduction
Introduction Defining FMCG Industry Products which have a quick turnover,
and relatively low cost are known as Fast Moving Consumer Goods (FMCG).
FMCG products are those that get replaced within a year. Examples of FMCG
generally include a wide range of frequently purchased consumer products such
as toiletries, soap, cosmetics, tooth cleaning products, shaving products and
detergents, as well as other non-durables such as glassware, bulbs, batteries,
paper products, and plastic goods. FMCG may also include pharmaceuticals,
consumer electronics, packaged food products, soft drinks, tissue paper, and
chocolate bars.

Creating a strong brand identity, leveraging new product categories and growing
the customer base are core concerns for consumer product companies.
http://www.deloitte.com/view/en_AU/au/industries/consumerbusiness/fmcg/in
dex.htm FMCG industry, alternatively called as CPG (Consumer packaged
goods) industry primarily deals with the production, distribution and marketing
of consumer packaged goods.

Brand management begins with having a thorough knowledge of the term

“brand”. It includes developing a promise, making that promise and maintaining
it. It means defining the brand, positioning the brand, and delivering the brand.
Brand management is nothing but an art of creating and sustaining the brand.
Branding makes customers committed to your business. A strong brand
differentiates your products from the competitors. It gives a quality image to
your business.

The ACME Laboratories Ltd. has been doing their operation in Bangladesh and
today, it is one of the most successful business conglomerates having sister
concerns and investments in various sectors in lot other areas in Bangladesh.

2
The ACME Agrovet and Beverages Ltd., a sister concern of The ACME
Laboratories Ltd. This paper prepared on the basis of brand management of
FMCG sector analysis with four products, Juice, Water, Spice and Tea.

Every business unit emphasizes on spurting a long term relationship with

customers to nurture its stability in today’s blooming market. Customer’s
expectations are now not only limited to get best products and services, they also
need a face-to-face business in which they want to receive exactly what they
demand and in a quick time.
[

Marketing survey is one the important procedure to know who are the actual
customers, what their demographic conditions, what category they hold, media
habit and others information about the customers, and also provide some
information on competitors.

3
Chapter-
Two
Literature Review

4
Literature Review
Fast-moving consumer goods (FMCG) – or consumer packaged goods
(CPG) – are products that are sold quickly and at relatively low cost.

By Ramanuj Majumdar (2004).

The term FMCG refers to those retail goods that are generally replaced or fully
used up over a short period of days, weeks, or months, and within one year.
Though the absolute profit made on FMCG products is relatively small, they
generally sell in large quantities, so the cumulative profit on such products can
be substantial.

FMCG have a short shelf life, either as a result of high consumer demand or
because the product deteriorates rapidly. Some FMCG – such as meat, fruits and
vegetables, dairy products and baked goods – are highly perishable. Other goods
such as juice, water, oil, tea, toiletries, Spice pre-packaged foods, soft drinks and
cleaning products have high turnover rates.

The following are the main characteristics of FMCG:

From the consumers' perspective:

 Frequent purchase
 Low involvement (little or no effort to choose the item – products with
strong brand loyalty are exceptions to this rule)
 Low price

From the marketers' angle:

 High volumes
 Low contribution margins

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  Extensive distribution networks
 High stock turnover

The Fast Moving Consumer Goods (FMCG)-are those consumables which

are normally consumed by the consumers at a regular interval.

By Sean Brierly(2002) The

advertising hand book by Sean Brierly(2002).

FMCG is the acronym of Fast Moving Consumer Goods which is also known as
Consumer Packaged Goods (CPG). Fast moving consumer goods are products
that have a quick turnover, and relatively low cost. FMCG generally include a
wide range of often purchased consumer products such as toiletries, soap,
cosmetics, teeth cleaning products, shaving products and detergents, as well as
other non-durables such as glassware, bulbs, condoms, batteries, paper products
and plastic goods. The purchasers usually put less thought into the purchase of
FMCG than they do for other durable products such as electronic items. In
comparison with other industries such as automobiles, computers, and airlines,
FMCG business has a steady rate of growth, for it does not suffer from huge
recession and layoffs every time the economy starts to dip. In FMCG business
absolute profit made on the products is relatively small. Since they generally sell
in large numbers, the overall profit on such products can be huge.

Forecasting In FMCG Industry

Objectives:

The broad objective of this paper is to identify the forecasting techniques used
by companies in the fast moving consumer goods industry (FMCG).

The specific objectives are:

 To identify five products in the FMCG industry.

 To identify the when each organization do their forecasting, and for what

6
 Period of time.
 To identify the different quantitative and qualitative forecasting
techniques Used by the companies.
 To compare the forecasting techniques of the five products.

References

- By The Economic Times. 2010. FMCG in rural India to touch $100bn by

2025: Nielsen.Online at: http://economictimes.indiatimes.com/news/news-by-
industry/cons-products/fmcg/FMCG-market-in-rural-India-to-touch-100-bn-by-
2025-Nielsen/articleshow/6983123.cms

- By Reckitt Benckiser. 2011. Commerical Break. Online at:

http://www.rb.com/Our-brands/Commercial-break/

- By Mintel. 2010. Mintel reveals consumer packaged goods trends for 2011.
Online at: http://www.mintel.com/press-centre/press-releases/619/mintel-
reveals-consumer-packaged-goods-trends-for-2011

Current challenges in the FMCG sector

Keeping pace with consumer trends and competition are the perpetual
challenges of FMCG companies. Today, consumers increasingly demand a high
level of product customization. Consumer groups are also less well defined, as
customers are more fragmented, expecting products to exactly match their needs
and lifestyles. In order to succeed in this sector it is important that FMCG
companies track underlying consumer behavior to target better differentiated
products1.

Further challenges are faced by companies that expand their sales abroad,

notably to developing countries. These include underdeveloped infrastructure,
weak distribution networks, lack of regulation, and the need to lower profit
margins in order to remain competitive. 

Opportunities in the FMCG sector

7
In order to keep pace with developments in the FMCG sector, it is important to
have access to actual, accurate and complete information and in-depth expertise.
We will help you to address all important issues, including trends, key success
factors, advancements and innovations, supply and demand development,
operational and financial risks, benchmarking, as well as regulations and
opportunities for funds and grants.
Some of the key opportunities and trends in the FMCG industry include:
Redefining natural

→ So far many companies have been using the fashionable term "natural" in
their marketing strategies. However, new regulations are expected to reduce the
number of misleading ads by specifically defining terms of "natural". The
emphasis will be on promoting positives of what is in the product, rather than
on highlighting what is not in them5.
Emerging markets.

Private label

→ Increased competition for private label forces companies to lower their

margins or innovate rapidly in order to justify their premiums. At the same time
retail consolidation brings new opportunities to establish strategic partnerships1.

Supply chain
→  Optimizing your supply chain is of paramount importance. But today's
supply chain includes high technology responses. Frequently close partnerships
with the logistics industry are needed.
Brand recognition

→ Building and maintaining brand recognition require sustained advertising and

marketing efforts. Global leader Reckitt Benckiser, boasts that it is one of the
largest spenders in media, promoting its brands such as Calgon, Woolite,
Nurofen or Air wick4.

Retro style 

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→ Even though the economic crisis is over, nostalgia about the past is present.
Many companies took advantage of it, while broadcasting old/old-style ads and
packaging. This trend is expected to continue5.

Fast Moving Consumer Goods, alternatively called CPG - Consumer Packaged

Goods, including amongst others: food, drinks and diary products, glassware,
stationary, pharmaceuticals, consumer electronics, plastic goods, household
products.

References

- By Freeman, F. 2010. Andrew Freeman & Co. reveals 2011 hospitality trends.
- By Online at:http://www.hospitalityworldnetwork.com/operations/andrew-
freeman-co-reveals-2011-trend-list-hospitality-9415

- By Mintel as referenced by Packaging Online. 2010. 12 CPG Trends for 2011.

Online at: http://www.packaging-online.com/box-biz/news/12-cpg-trends-2011-
12774

9
Chapter- Three
Research Objective

10
Research Objective
a. Research Objective

(i) Broad Objective:

The ultimate objective of the study is to gain real life exposure in FMCG
sector to get a clear idea about brand management and customer satisfaction of
ACME Agrovet & Beverage ltd.

(ii) Specific Objectives:

Find out the overall Idea about the brand management and customer
satisfaction of ACME Agrovet & Beverage ltd.

b. Industry Background

FMCG industry involves all activities throughout the supply chain including

production, distribution, sales and marketing of consumer packaged goods.
These are characterized by frequent and regular consumption intervals. The
sector is marked by continuous fierce competition.  Success depends on
controlled operational costs, strong distribution networks and partnerships with

11
renowned companies. Rising demand in emerging markets offers new growth
but also challenges.

ACME is one of the leading pharmaceuticals company in Bangladesh. The top

most pharmaceuticals company that has large contribution in the society and
controls the drug market possessing huge market share in Bangladesh ACME is
one of those. The ACME Agrovet and Beverages Ltd., a sister concern of The
ACME Laboratories Ltd and now deals with juice, water, oil, tomato souse,
spice, tea etc.

Chapter- Four
Methodology

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Methodology:
a. Research Design

The report is about the “Brand management and customer satisfaction of FMCG
sector of ACME Agrovet & beverage ltd” is design based on Qualitative data.

b. Qualitative and Quantities Research Design

Qualitative Data
 Deals with descriptions.
 Data can be observed but not measured.
 Colors, textures, smells, tastes, appearance, beauty, etc.

13
Quantities Data
 Deals with numbers.
 Data which can be measured.
 Length, height, area, volume, weight, speed, time, temperature, humidity,
sound levels, cost, members, ages, etc.

The Research design is Qualitative. The report is based on data descriptions.

c. Role of the research

In this world of extreme competition, companies with a total focus on customer

are going to be the winner. Companies must understand importance of customer
satisfaction and then build process around it. A satisfied customer will be a loyal
customer. We are searching a new market. It will help to decrease our
unemployment rate.

d. Data collection

All FMCG industry information comes either from internal sources to the firm
or from external sources during the project.

Tools of data collection:

(I) Primary Data: Data originally collected for an investigation are known as
primary data. Such data are original is character and are generated in large
number of surveys by some individual institutions.

(II) Secondary Data: The data, which are collected for some earlier research
work and are applicable or useable in the study. I have presently undertaken that
the secondary data can be divided into two types. Such as –
(1) Internal Secondary Data
(2) External Secondary Data

Secondary data are obtained by visiting competition offices and is the report of
the company. Both primary and secondary sources of data were explored for the
study.

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 Primary Sources:
 Official records of garments industry.
 Face to face interview with the garments factory and buying house
manager.

 Secondary Sources:
 Annual reports and journal of garments industry.
 Resume of the activities of the international institutions
 Through different web address.
 Other published materials.

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 Chapter- Five
Limitation of the
study

Limitation of the Study

The present study was not out of limitations. I faced some limitations at the time
of preparing this Thesis Paper. But as a thesis it was a great opportunity for me
to know “Brand management and customer satisfaction of FMCG sector of
ACME Agrovet & beverage ltd”Some constraints are as follow;

 Financial constraints limited the survey being done in only Dhaka City.
 Time constraints to prepare this report.

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 Company policy about the secrecy of the information.
 Limited experience on preparing this sort of report
 The thesis area is so large so communicate with all of the people is a very
difficult.
 Because of the limitations of various sources of information the report
doesn't contain many important information and data. So, I was incapable
to provide valuable information.
 The areas of the data are so large and the data providers are busy person.

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 Chapter- Six
Organizational
Overview

Organizational Overview
Company Overview

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Since 1954, The ACME Laboratories Ltd. has been doing their operation in

Bangladesh and today, it is one of the most successful business conglomerates

having sister concerns and investments in various sectors in lot other areas in

Bangladesh.

Historical Background

The history of The ACME Laboratories Ltd. dates back to 1954 when a

proprietorship firm was founded to manufacture ethical drugs. It started with the

modest introduction of a few oral liquid products. The late Hamidur Rahman

Sinha was the founder of the firm and was the main visionary of the

organization until his sad demise in 1994.

The firm was converted into a private Limited company in the year 1976.
Commercial operation at the modernized plant equipped with sophisticated and
advanced facilities began toward the end of 1983. Many challenges were
overcome successfully to transform the company from a small unit to what it is
today.

ACME continuously seeks to expand its production facilities, add employees

and increase its sales and marketing efforts. According to the latest statistics, out
of about 300 pharmaceutical companies in the country, The ACME Labs is one
of the top four.
ACME has also endeavored to strengthen its network in international marketing
operations to export its products abroad. We are optimistic about our continued
growth and success.

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Over the years our high achievement drive, our hard working and competent
staff and confidence in our quality products have contributed to our growth. We
have clear goals that inspire us and we believe to be possible for us to reach. We
continuously strive to reach our goal of being the best in our field which indeed
is what ACME literally stands for.

Company Background

ACME refers the "the apex" or the "highest point". Health vigor and happiness

is the philosophy of the ACME Laboratories. Its endeavor is to produce,

distribute best quality drugs for the society and maintain the quality of the

product in every steps of production. it also accelerates its activities for

materializing the WHO ( world health organization) ensuring health for all

with in 2015.

ACME Group is one of the leading and diversified global conglomerates in

Bangladesh, with offices in all major cities, employing over 3000+ employees

and dedicated to bringing the highest quality products and services to our

customers. ACME continuously seeks to expand its production facilities, add

employees and increase its sales and marketing efforts.  According to the latest

statistics, out of about 300 pharmaceutical companies in the country, The

ACME Labs is one of the top four.

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The ACME Laboratories Ltd, the pharmaceutical major and the flagship

Company of the ACME Group, is a Manufacturer and Global exporter of

Human, Herbal and Veterinary Pharmaceutical products. Our comprehensive

Product List ranges from Antibiotics to Histamines to Vitamins.

Historical Achievement of the ACME Laboratories Ltd:

ACME is one of the leading pharmaceuticals company in Bangladesh. The top

most pharmaceuticals company that has large contribution in the society and

controls the drug market possessing huge market share in Bangladesh ACME is

one of those. Late Md. Hamidur Rahaman is the founder of the ACME

Laboratories.

1954- ACME Laboratories established as a proprietorship for manufacturing

Pharmaceutical items.

1976- ACME Laboratories converted into a private limited company.

1978- Introduces to produce Tablet and Capsule in new premises.

1983 - Commercial operation with modern facility at Dhamrai, 6 acres land 32

km from Dhaka.

1987-cCream and ointment added in production.

1990-Achieve average 25% growth rate compared to the 13% registered by

pharmaceutical sectors.

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1992- Introduce inject able products.

1997- Agro vet Division of manufacturing of veterinary and animal health care

drugs in independent factory.

Names and Characteristics of the Founders

Establishment of ACME was a great entrepreneurial effort of Late Hamidur

Rahman Sinha way back in 1954 and is a vivid example of a great mind’s vision
and its materialization. Post colonial Bengal was a place of great uncertainty and
hardship. Industrialization facilities were meager and inadequate.
One man came forward with his vision, amidst the political turmoil and utter
lethargy of the then-new Government. It's not an easy task to set up a highly
sophisticated industry, and moreover do it without bank loans and governmental
assistance. So it demanded immense effort, strong determination along with
vision and dreams.

1954 was a milestone year in the history of the pharmaceutical industry. Late
Hamidur Rahman Sinha might have thought it was a private entrepreneurial
effort on his part, but in reality it was a resolute and brave footstep which played
a part in pioneering the present pharmaceutical industry.

At the precise moment when this visionary man established the company at
Narayangonj, though on a small scale, he had actually sown the seeds of today’s
burgeoning almost self-sufficient pharmaceutical industry. Now Bangladesh is
exporting drugs to different countries of the world.

22
Had Late Hamidur Rahman Sinha not taken such a courageous step, perhaps it
would not have been possible for us to reach such heights of success.

It has been said that behind every successful man is a woman supporting and
sustaining his efforts. We also remember his beloved wife, Mrs. Noorjahan
Sinha, whose sacrifice, and unconditional support was always a source of
inspiration to this visionary man.

23
 Chapter-
Seven
About ACME
Agrovet & Beverage
Ltd

24
About Acme Agrovet and Beverage Ltd.
With a vision to ensure the health, vigor and happiness for all, ACME Began its
journey in 1954 with a small pharmaceutical production facility. In the year
2005, ACME celebrated it's 50th anniversary of establishment.

Over a little more than 50 years, ACME has become one of the largest
conglomerates in the country. In pursuit of excellence, ACME flourished its
business in various sectors including pharmaceutical, FMCG/ Agrovet and
Beverages, Textile and information Technology. With a yearly turn over of
$70m, and work force of more than 3200 ACME has become a phenomenon in
the country.

Using the experience of manufacturing ethical medicine, ACME ventured to

establish THE ACME AGROVET AND BEVERAGES LTD. in 2005.
Primarily it started with a small range of products like ACME mango and
orange juice, which is followed by the introduction of ACME mineral water,
ACME Spice and ACME Tea. Currently THE ACME AGROVET AND
BEVERAGES LTD. is pondering to introduce a wide range of products, some
of which are under process of development.

Mission

Our holistic approach is to ensure Health, Vigor and Happiness for all by

manufacturing ethical drugs and medicines of the highest quality at affordable
prices and reaching out even to the remotest areas by proper distribution
network. We view ourselves as partners with doctors, our customers, our
employees and our environment. At present, Globalization is our top corporate
priority.

Vision

Our Vision is to reach out even to the remotest areas of Bangladesh and improve
lives with quality products at an affordable price.

25
The ACME Agrovet and Beverages Ltd. started its venture in 2005 with orange
and mango juice. Then it introduced drinking mineral water. Latest of their
product is ACME Spice and ACME Premium Gold Tea. It has established a
modernized plan in Bangladesh located at Hemayetpur.

The plant is equipped with modernized technological facilities and run by

qualified personnel in accordance with the stringent guideline of BSTI.

26
Organizational Structure of Acme Agrovet & Beverage Ltd.

Group Chairman

Managing Director

Executive Director
Directly
Reports to

Directors
27
SALES
Sales /Admin
Brand Manager
RSM

Brand Executive
ASM

TM Management Trainee

SR

Chapter- Eight
Major Function of
different products

28
Major Function of Different Products

ACME Juice: A Brief Profile

The juice products are packed with the unique Tetra Pak technology. It ensures

longer shelf life, No deterioration during shelf life and free of preservative

related side effects.

29
To ensure quality of product, ACME does the procurement from the best source

available. The company emphasizes to the greatest extent on the quality of raw

materials.

- The raw materials of Mango juice are imported from India and Pakistan.

These are continental mangoes of the best quality.

- For Orange Juice, concentrated orange pulp is procured from the best places

of Brazil, produced by blending a pool of selected fresh oranges.

- ACME mango and orange juices are differentiated due to their unique taste and

flavor. Being nutritionally rich and free of noxious preservatives, they are

available in 150 ml, 250 ml and 1000ml hygienic UHT packs.

- The range of this product is 150 ml Classic orange and mango juice, 250 ml

Premium and Classic orange and mango juice, and 1000ml Premium and Classic

Orange and Mango juice, and also 1000ml Classic Mangolina juice.

- The target consumers are 5 years to 12 years popular segment for 150 ml. This

brand is personified with Fun Loving, Friendly and Smart. The core value is the

taste that gives refreshing energy.

- For 250 ml, 6 years to 25 years segment is targeted. It is in the list of regular

go out menu that makes consumers feel good.

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- 1000ml targets the families in both urban and suburban premium and popular

segment, marketed as regular family drink for 26 years to 40 years segment.

In general, the product is mainly retail focused, that relies on differentiation

strategy with Quality being the core competency. The product is going through

growth stage with Shezan being the market leader with differentiation strategy,

Danish with focus strategy and Pran following cost leadership strategy.

ACME Premium Drinking Water: A Brief Profile

ACME premium drinking water symbolizes Purity. As per guideline and

standard set by BSTI, it is bottled in environment friendly PET bottle. It

contains proper mineral balance and is for all age groups. It is available in

1500ml, 1000ml and 500ml.

- This product is less retail focus with Hotels, Restaurants and Cafeterias being

the primary outlets. Corporate offices and institutions are mainly the target

segment.

31
It is a popular segmented product suitable for all ages. This product also follows

differentiation strategy with Purity and Quality being the main core

competencies.

- Mum being the market leader with Focus and Differentiation strategy, with

purity, segmentation, availability and being different in branding. The water

treatment process includes reverse osmosis with 20 stages of filtration process,

Ozone and Ultraviolet Ray Treatment before the water is bottled.

ACME Tea: A Brief Profile

Tea is the latest of the products in The ACME Agrovet and Beverages Ltd. It is

available in 10g, 50g, 100g, 200g and 400g pack sizes.

- The product is launched as a premium product and marketed as Raw Tea. This

product follows Focus Strategy mainly focusing urban and suburban premium

customers. It targets the retail outlets.

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- It is in its embryonic stage with the product being launched with few

difficulties and going through a sustainability period.

- Ispahani and Lipton are the market leaders with high availability and

differentiation through promotion and branding. Tetley and HRC are controlling

a substantial amount of the market and sustainability is difficult if this product

do not change its strategy. Recently introduce ACME Shatej (Dust) Tea, ACME

Shatej Tea (BOP).

ACME Spice: A Brief Profile

Spice is also the latest of the products in The ACME Agrovet and Beverages
Ltd.
The spice such as- ACME Chilli, Coriander, Turmeric and Cumin powders

- A little bit of care, A little bit of love, A little bit of happiness, A little bit of
hope, A little bit of hospitability, When a little bit of everything means
everything. That’s when everything becomes natural and pure. Just like ACME
spice.

- ACME Spice has the essence of the actual spice’s pungent taste and aroma,
required in small quantity and makes food simply marvelous.

33
- So bring home a pack of ACME Chilli, Coriander, Turmeric or Cumin
powders. Because for gourmet food, you need lot’s of quality and a little bit of
ACME powder(s). Add the two to delight the mind of others.

 No Colors

 No Additives

 Available in 200gm, 100gm, 50gm and 15gm packs.

- There are three main players in the market Radhuni, ACI Pure are the main
competitors of ACME.

ACME Mustard Oil:

- The Mustard oil market in Bangladesh is not as huge as the other FMCG
products’ market. But figures show that it is still a handy one and is worth
investing in order to increase product line.

- There are three main players in the market Radhuni, ACI Pure and Shuresh
Mustard Oil.

34
The market is not very big. The demand of the products fluctuates according to
the economic and market conditions because these are not necessary products.
But with proper marketing plan the market demand can be manipulated and
demand can be increased. This paper is written as part of the course and is on
the launch and marketing plan of Mustard oil by The ACME Agrovet and
Beverages Ltd.

35
 Chapter- Nine
Distribution, Inventory
Management & Sales force of
ACME

Distribution and Inventory management Of ACME

Agrovet & Beverage Ltd.
Distribution System:

36
While producing the Products ACME Agrovet & Beverage Ltd. consider about
something before production.

1. Quality Control
2. Raw material
3. Packing material

Quality Control:
Total Quality Assurance (TQA) is Acme’s premier strength for ensuring the
highest obtainable quality. As ACME Agrovet comes from a parent company
like ACME laboratories so it is always very much careful about its quality
control. ACME ensures best equipment and well trained staff. All procedures for
testing, sampling and inspecting are clearly documented, approved and
implemented with pin-pointed precision.

Raw materials:
ACME produces raw materials from the best possible sources. ACME believes
that quality of product depends on the quality of raw materials.

- For mango juices, concentrated mango pulp comes from the best sources of
India and Pakistan, which are produced from continental mangoes of best
quality.

- For orange Juices, the raw materials as concentrated orange pulp are being
procured from the best sources of Brazil, which are produced by blending a pool
of selected fresh oranges.

- ACME collects best raw materials for the spices. ACME normally collects raw
materials locally specially from north Bengal.

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- ACME Tea is collected from the best sources and best tea leaf producers.

- Water treatment plant is place a high place in terms of ACME Agrovet

division.The water treatment process includes reverse Osmosis which undergoes
20 stages of filtration process, Ozone and Ultraviolet Ray treatment before the
water is bottled as premium drinking water for marketing.

Packing materials:
Our juice products are packed aseptically using the unique Tetra Pack
technology ensuring
1. Longer Shelf Life
2. No deterioration during shelf life
3. Free of preservative related side effects.

Order Management System:

Invoicing: ACME checks whether a party can avail product due to his high
credit records or not.

Fulfillment Location: ACME allows location status to compare how much time
will require fulfilling an order.
Product Allocation: ACME follows proper sequence of next order processing or
fulfillment.

Credit Checking: ACME keeps record of each and individual parties past record
regarding loan status, credit score etc.

Warehouse Management System:

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Receiving: ACME puts record both in Dhamrai and Hemayetpur central
warehouses information regarding ‘check in’ from inbound dock.

Put away: ACME maintains proper placement of products by their nature into
stores, departments and warehouses.

Inventory Management: ACME monitors the product stocking, suggests

replacement quantity etc

Order processing and retrieving: ACME picks the product, accessories and
packages for order filling.

Shipment Preparation: Finally after final packaging and labeling, ACME

prepares product for final delivery.

Transportation Management System:

Mode Selection: ACME stores data on multiple modes, freight rates,

availability, frequency and time.

Freight Consolidation: ACME also keeps tracks for economical loads.

Routing and scheduling shipments: ACME maintain proper track of route

scheduling, selecting stop offs and restrictions on the route.

Inventory Management and Warehousing

Inventory management can be referred to as the total of those activities
necessary for the acquisition, storage, sale, disposal or use of stock of
materials/finished goods. Managing inventories involve deciding about- what to

39
order, when to order and how to order- so that stock is available on time and at
an efficient cost.

To measure how much stocks have to be kept in which warehouses (factory,

intermediary or retail) for which period (immediate, midterm and long term),
estimates from both quantitative and qualitative forecasting methods are used by
the company. The stocks or material held by ACME can be divided into three
basic forms-

Raw materials/components: input or materials stored in advance for industrial

and production processes for ACME includes
mango pulp and orange concentration for juice
water pumped out from underground via deep tube well
resin(mould) for Plastic bottles
Tetra packs for juice packaging

Work-in-progress: input awaiting processing, packaging or operation

Diluted pulp and concentration
Empty bottles blown up from the resin to be filled by juice
Purified water in the reservoir

40
 Finished goods: stocks at the end of value addition process are in factory
warehouses
Packaged juice ready to be shipped
Bottled water ready to be delivered

Stock Keeping:
ACME maintains proper placement of different juice and mineral water,
according to their demand level, in near places, or further behind the
stores, departments and warehouses
ACME monitors the product stocking, decides on reorder point or
replenishment quantity etc.

Inventory at the stocking points are maintained and managed by the

intermediary distributors themselves, ACME just manually monitors and
suggests on how much to keep.

Barcode: ACME does not use any barcode system for its own inventory
management, rather they do it manually. ACME uses barcode system for the
products they export and for those products they supply to the superstores like
Nandan, Agora etc. . They attach the barcode labels on the products which later
scanned by the receiver’s detectors and data stored in the database. ACME does
not use any barcode system for its own inventory management, rather they do it
manually.

41
Sales Force of ACME Agrovet & Beverage Ltd.
ACME manages a great number of sales forces in order to ensure smooth
selling. It is proven that if a sales force is effective then company can earn
satisfactory market share. That is why ACME spends higher on personal selling
than on any other promotional method

ACME carefully considers how to design and manage its sales force in order to
be successful in the marketplace. When designing a sales force, ACME

42
thoroughly consider several issues in order to establish an efficient sales
system.  These issues are:
 Objectives,
 Strategy,
 Structure
 Development of sales force
 Compensation

ACME works on those issues and tries to develop a success sales force.

Objectives:

Understanding the objective is the core for the sales force of ACME. Objective
of maintaining the huge sales force should be clearly transmitted from top to
bottom.
Objectives commonly defined by ACME are: prospecting, targeting
communicating, servicing, information gathering, and allocating. ACME clearly
defines the specific objectives they want their sales force to achieve.

Strategy

With respect to strategy, ACME uses sales representatives strategically so that

they approach customers at a time when they are most likely to buy. This means
that salespeople know how to analyze sales data, measure market potential,
gather market intelligence, and develop marketing strategies and plans.  Finding
the right resources to accomplish these goals is something that ACME take into
account when designing a sales force. To develop a right strategy management
of the sales force is really important-

43
Management of the sales force
- In any organization or company, there must be an effective management to let
the goal achieved by using the employees.

- Management of ACME involves in monitoring the sales forces. Management

thinks Sales representatives who work on commission in ACME can be
supervised less closely than those who are salaried.

- Motivating sales representatives is another area where ACME is successful.

Evaluating sales representatives in ACME is another step in successful
managing of a sales force. 

Manpower planning
ACME believes Overstaffing is wasteful and expensive, if sustained, and it is
costly to eliminate because of modern legislation in respect of redundancy
payments, consultation, minimum periods of notice, etc. Very importantly,
overstaffing reduces the competitive efficiency of the business.
Planning staff levels requires that an assessment of present and future needs of
the organization be compared with present resources and future predicted
resources.
- Future staffing of needs in ACME are derived from:

 Sales and production forecasts

 The effects of technological change on task needs
 Variations in the efficiency, productivity, flexibility of labor as a result of
training, work study, organizational change, new motivations, etc.

44
 Changes in employment practices (e.g. use of subcontractors or agency
staffs, hiving-off tasks, buying in, substitution, etc.)
 Changes in Government policies (investment incentives, regional or trade
grants, etc.)

Structure

45
 Core Responsibilities:
Job Title To Generate Sales.
Area Sales Manager To interact all level of Sales
Representative or Sales force. And to
propose customer solution.
Requirements:
Post Graduate related 5 years job
experience, Leadership Skill.

Core Responsibilities:
To increase customer & to improve
Job Title sales.
Territory Manager To organize & coordinate with sales
force.
Requirements:
Graduate related or Under Graduate 2
year’s job experience, and have a good
interpersonal communication skill.

Core Responsibilities:
To achieve company’s profitability with
maximum customer satisfaction.
Job Title To fulfill the routine sales target.
Sales Representative Requirements:
Higher Secondary Certificate Qualified.
Good Communication Skill & Strong
Convincing Power.

Structure of the Sales Force:

46
Basically the Sales Force Strategy has implications for the sales force structure.
ACME sales force structure depends on the company’s sales objective,
Resources, Condition of the Market and Economy. The Sales Force Structure of
Acme is as follows.

Territorial: It means a geographical boundary where ACME has to sell

product in many locations.
Product: This Company producing too many products for their customer
to satisfy and they are also providing a value added service.
Customer Group: Company has specialized for their Sales Force along
with their related industry or, customer line.
Complex: ACME serves their products in wide market.

Training & Employee Development in ACME:

ACME always believes that training and Development is very essential for the
sales force. For this ACME have training program for the newly joined
employees. Also ACME got special training program for the sales force. Direct
selling is mainly the key concern for this training.

- In the training program there are few things they try to increase:

1) The employee’s competence.

2) The employee’s attention to detail.
3) The employee’s workplace attitudes.
4) The employee’s commitment to the success of the organization.

Motivation and Compensation:

47
To retain good staff and to encourage them to give their best while at work,
ACME provides attention to the financial and psychological and even
physiological rewards offered by the organization as a continuous exercise.
Sales force Compensation:
1. Sales Representatives (SR):
Position: (Sales Representatives) Salary(Tk)
Basic 3500
Per day working(100*26) 2600
Mobile Allowance 300
Travel Allowance 1000
Total 7400 Tk (approx)

2. Territory Sales Assistance (TSA):

Position: (Territory sales Assistance) Salary(Tk)
Basic 5500
Per day working(150*26) 3900
Mobile Allowance 1500
Travel Allowance 2000
13000 Tk
Total
(approx)

3. Territory Manager (TM):

Position: (Territory sales Assistance) Salary(Tk)
Basic 8000
Per day working(150*26) 3900
Mobile Allowance 1500
Travel Allowance 2000
15400 Tk
Total
(approx)

4. Area Manager (AM):

Position: (Area Manager) Salary(Tk)

48
 Basic 10000
Per day working(200*26) 5200
Mobile Allowance 2000
Travel Allowance 3000
20200 Tk
Total
(approx)

Last Recent Primary sales report of ACME with corresponding to the

Target & Achievement on different location of Bangladesh.

Statement of Primary Sales report from 01.05.09 to 31.05.09

Name of the Sales Target Direct Dis. sale Total: Ach
Center sale dir+dis %
Bogra 2555391 0 1298996 1298996 50.83
Rangpur 1166656 0 659588 659588 56.54
Dinajpur 1095082 0 821957 821957 75.06
Rajshahi 1993367 0 1170795 1170795 58.73
Mr Mubarok (ZM) 6810496 0 3951336 3951336 58.02
Total
Mymensingh 3847001 0 3080833 3080833 80.08
Mr: Azibor(AM)Total 3845001 0 3080833 3080833 80.08
Savar 5117960 59616 4546931 4606547 90.01
Mr………. (AM) total 5117960 59616 4546931 4606547 90.01
Barisal 4552101 88001 3156229 3244230 71.24
Faridpur 1286332 0 1033713 1033713 80.36
Khulna 2512247 0 1528335 1528335 60.84
Jessor 2404164 0 1650635 1650635 68.66
MR Munirul 1075484 88001 7368912 7456913 69.34
(RSM)Total 4
Chittagong 4609364 51940 3066079 3118019 67.65
Chakaria 2626765 10179 1575334 1585513 60.36
Comilla 3604840 253541 3356341 3609882 100.1
4
Chowmuhoni 2517426 50000 2360554 2410554 95.75
Sylhet 3244536 169177 2162136 2331313 71.85
Mr Zamal (RSM total) 1660293 534837 1252044 1305528 78.63

49
 1 4 1
Dhaka city North 1084289 0 6434834 6434834 59.35
4
Mr istiaq AM total 1084289 0 6434835 6434835 59.35
4
Nayangong 3485408 0 2668821 2668821 82.31
Dhaka city south 9776680 0 6845404 6845404 70.02
Mr allauddin ZM total 1326208 0 9714225 9714225 73.25
8
Mr Rahimullah TM 4315911 0 2129121 2129121 49.33
total
Assistance sales 0 475989 475989
manager
National 7155412 682454 5022262 5090508 71.14
5 6 0

50
 Chapter- Ten
SWOT Analysis of ACME for
the analysis of FMCG Industry
in Bangladesh

SWOT Analysis of ACME Agrovet & Beverage Ltd. for

the Analysis of FMCG Industry in Bangladesh

51
SWOT Analysis of ACME Agrovet & Beverage Ltd.

Strength:

1. The ACME Agrovet and Beverage Ltd have got the investment backing

of The ACME group. The goodwill of the Pharmaceutical business and

also the marketing channels and distribution resources are being used as

far as possible.

2. The experience, Office premises, Management and manufacture of the

ACME group is a huge advantage for The ACME Agrovet and Beverage

Ltd.

3. The Quality of the products of The ACME Agrovet and Beverages Ltd. is

better than most of the local FMCG companies. Comparing the quality,

the prices of the products are within the range of the target segment.

Weakness:

1. ACME group is doing business for more than 50 years. Therefore, this

may result in traditional thinking in the top management level. Their

experience is rooted by pharmaceuticals which is a totally different

product from FMCG.

2. May be for poor salary structure or weak corporate culture, the employee

turnover rate is increasing in the whole ACME group.The employees lack

motivation and productivity among themselves.

52
 3. At present, there is no specialist Research and Development team in the

Agrovet. It has become a barrier in effective and efficient market

research, new product development, corporate strategic planning etc.

4. This FMCG market needs lot of promotional communication in the

market. It is an expense for the management. Not only ACME group,

every management should understand how brand triggers sales and they

should respond accordingly. This has been the problem of the local

companies where they are falling back of the MNCs like Unilever who are

doing it better.

5. The Agrovet is fully dependent on either the import or local buying of raw

materials depending on the product. We do not have our production

facilities.

6. Due to difference in the business ways, Agrovet is facing poor

coordination among chain management from all other departments.

7. In order to maintain the product quality, Agrovet lacks competitive

pricing and pricing experimentation.

Opportunities:

1. Currently, the government is giving priority in expanding and

promoting local agro-based business in the country. This is a huge

53
 advantage to any Agrovet business. The bank loans regarding the

Agrovet industry has decreased due to government intercept to

encourage the business.

2. The society is changing. People are becoming very conscious about

what they are consuming. This is a good prospect for beverage

industry. Now-a-days, people lack interest in drinks like Coke, Pepsi

and are more inclined towards having juice, tea, spice and when they

are outside, having mineral water. May be now the rate is very low,

but it is increasing. It shows the prospect for FMCG products.

3. The number of dual income families is increasing at an alarming rate.

The lifestyle of people is becoming faster and this leaves them with

minimum time to cook. Therefore, it is a huge opportunity for spices

market.

4. Our country is rich with natural fruits and productive land. This can be

used as a source of our raw materials needed for the manufacturing of

ACME products. We can build ways to production in our own country.

5. Globalization is a major factor for us to increase our market scope in

the international arena. For Globalization, it is much easier now to

enter foreign market and increase our exports to earn higher margin. It

would also enable us to set up our office premises and our

54
 manufacturing plant elsewhere where it would be sustainable for us to

create an MNC.

6. In our country, the supporting industries are also growing at a faster

rate. There is more number of local TV channels going international,

new competition in the advertising, market tension, and other factors

as well. These things would help us in our reach to our customers and

also in other part of our business, for example, more number of TV

channels and newspapers would mean more promotional activities and

decreasing advertising cost.

Threats:

1. Globalization can also backfire. There are many corporate giants which

are trying to enter our market. Being a third world country, our country is

a market place for everything. Terrorists, smuggling, counterfeiting,

product dumping and many other things.

First world countries use our country by exerting pressure on our

governments to sell their low graded products in our country. These products

take away the market from our local products. But generally they are very

low in quality.

55
2. With increasing technology, our country being high in corruption, use

those technologies in order to make fake products under different brand

names. ACI, ACME and Coke are victims of such fraudulent activities.

These technologies help these people to make similar kind of product

packages and sell them by using the reputation and goodwill of those

products.

3. The ACME Agrovet and Beverage Ltd is a sister concern of The ACME

Laboratories Ltd. Therefore, the goodwill and reputation of the products and

services is like a chain that is binding all of them. If there is any problem

with the reputation and quality of any one sister concern, the effect would be

on all of them. So all the concerns have to maintain the same standard.

4. The current corporate giants are the biggest threats not only in terms of

competition but also in ways of how they are exploiting or using the

supplying industries for their own operation. This can be in terms of their

cost of raw materials.

They can use low quality raw materials and can easily cut their cost of

manufacturing. This would give them a price advantage and greater profit

margin.

5. The unstable political condition is a big threat for any company. Sudden

hartal or blockage may result in the delay or no distribution of products. It

56
 can also hamper the regular official work if there are any downtown

abnormalities due to political issues.

6. The corruption in the government can result in certain changes of rules and

regulations. Any foreign company can easily bribe or can do heavy lobbying

in order to enter the market with a product of better brand image.

SWOT Analysis of Five FMCG Industry:

To give concept about recent status of FMCG industries in Bangladesh,
outcomes of Focus Group Discussion (FGD) from SWOT analysis of five
FMCG industries is mentioned below. Square Group, Unilever Bangladesh
Limited, ACI Bangladesh Limited, Pran and Ispahani Group.

The industries which took part in analysis process:

1. Square Group
Corporate Headquarters
Square Center (11th Floor),
48, Mohakhali C/A, Dhaka-1212, Bangladesh.

2. ACI Ltd.
Mohakhali,Dhaka

3. Pran
105 Middle Badda,
Dhaka 1212, Bangladesh

4. Ispahani Foods Ltd.

Ispahani Building,
14/15 Motijheel C/A City: Dhaka

5. Unilever Group
Unilever Bangladesh Corporate office:
ZN Tower, Plot 2 , Road 8

57
 Gulshan 1, Dhaka 1212
Bangladesh.

Outcomes of Focus Group Discussion (FGD) from SWOT analysis of these

three FMCG industries:

Strength:
 Large Company
 Greater sources of finance.
 Strong marketing & management department.
 Structural & Financial infrastructure.
 Experiences.
 Strong roots in local markets and first-hand knowledge of the local
culture.
 World-class business expertise applied internationally to serve consumers

Weakness:
 Disproportion product strategy.
 Limitation in Producing Raw Materials.
 Control
 Luck of first movers advantages
 In-house media planning
 Distance and transportation cost

Opportunities:
 Great pricing capability.
 Huge demand
 Overseas expansion
 Natural resources
 Cheap labor
 Government Incentives
 Value added Tax (VAT)
 Duty draw back facility
 Cash incentives

58
Threats:
 Price was with competitors
 Stricter health and technical standards
 Reduced benefits
 Competition.

59
 Chapter-
Elevenof ACME
Competitors
Agrovet & Beverage Ltd.

Competitors of ACME Agrovet & Beverage Ltd.

The following FMCG company’s are the competitors of ACME Agrovet &
Beverage Ltd.

Square Group

60
Square Consumer Products Limited, has started its journey in 2001 as a
member of Square Group, the leading corporate house in Bangladesh. Within a
short span of time, it has been able to create a strong foothold in the market
through its quality products and customer services. Strong commitment to
quality, adoption of advanced technology, stress on human resource
development, focus on continuous improvement and introduction of new
products for the growing markets have given the company a decisive position in
the industry.

Square Consumer Products Limited has introduced three popular brands in the
market namely Radhuni, Ruchi and Chashi. Radhuni is the flagship brand of the
company. Just after its introduction, Radhuni drew the attention of housewives
who demanded convenience and time saving cooking. The product range of
Radhuni is enriched with basic spices, mixed spices, cereals & pulses based
products, edible oil and dairy.

The company assures to meet the increasing demand for quality products both at
home and abroad. The products with international standards are being exported
to more than 22 countries. Dedication to quality, innovative products, customer
service and reasonable price has given the company a unique position in the
food market.

ACI Ltd

61
A sound mind goes with a sound body-ACI believes in this age old proverb and
our young generation needs to grow up with healthy physique and sound mind
who will lead the nation in future. With this belief, ACI has entered in to the
commodity food business with “ACI Pure” Brand. The aim is to provide purest
of the food products to Bangladeshi consumers at affordable price for which
ACI has invested in very large scale in state of the art manufacturing facilities
for daily kitchen essentials like vacuum evaporated edible Salt, Spices and
Flour. The products are delighting the consumers by providing 100% dirt free,
pure and natural food ingredients which can compete against any international
products.

ACI Consumer Brands is successfully serving the consumer demand for foreign
products in household and personal care category with the world renowned
product range of Colgate, Nivea & Dabur. With the proper distribution and
marketing by ACI consumer brands, the world's No. 1 tea brand "Tetley" is now
available to the consumers of Bangladesh.

As a successful business, The ACI Consumer Brands is focused on achieving

the consistent growth required to continue the success and to make ACI an even
stronger company. The Consumer Brands believe this is the best way to benefit
the consumers, people and the shareholders of ACI.

62
 Pran

PRAN’ started its operation in 1981 as a processors fruit and vegetable in

Bangladesh. Over the years, the company has not only grown in stature but also
contributed significantly to the overall socio-economic development of the
country.

“PRAN” is currently one of the most admired food & beverages brand among
the millions of people of Bangladesh and other 82 countries of the world where
PRAN Products are regularly being exported.

All the PRAN products are produced as per international standards maintaining
highest level of quality at every stages of its production process.

PRAN is currently producing more than 200 food products under 10 different
categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages,
Snacks, Culinary, Confectionery, Biscuits & Dairy. The company has adopted
ISO 9001 as a guiding principle of its management system. The company is

63
complaint to HACCP & certified with HALAL which ensures only the best
quality products are reaches to the consumers table across the Globe.

Ispahani Foods Ltd.

Ispahani Foods Limited (IFL) was established in 1999 and manufactures a wide
and varied range of snack food products. IFL is a subsidiary of M.M. Ispahani
Ltd and is based at Ispahani Foods Complex, Konabari, Gazipur, Dhaka.
Equipped with the most modern machinery, our food products are hygienically
weighed, packed and sealed in a fully automated process which is supervised by
a team of experts.

MMI is the single largest tea trading company in Bangladesh. Acknowledged as

a pioneer in the marketing of tea, we introduced to the Bangladesh tea market:
the laminated pouch; the double chamber tea bag; the "stand up" pouch; the food
grade jar; the three layer pouch; the 10 gram easy pack and the "bag-in-bag" tea
bag.

Our tea department selects, buys, blends and packs the finest Bangladeshi teas
for both the local and international markets. It prides itself on quality and
achieves a very high degree of customer satisfaction. Best selling brands such as
Mirzapore Best Leaf and Mirzapore Double Chamber Tea Bags are market
leaders and household names in Bangladesh. 

We have an unrivalled distribution network of over 300 sales centres under 12

zonal offices in Chittagong, Dhaka, Dhaka North, Bogra, Barisal, Comilla,
Khulna, Kushtia, Mymensingh, Rangpur, Dinajpur and Sylhet.

64
Under its popular brands “Ispahani Pure Snax“ and “Ispahani Delicious”.Since
its inception, Ispahani Foods Ltd. has come a long way in becoming one of the
leading manufacturers of snack foods for its loyal and ever growing consumer
base.

Unilever Group

Unilever Bangladesh is one of the largest Fast Moving Consumer Goods

(FMCG) companies in Bangladesh. Its parent company is Unilever which is a
British-Dutch multinational consumer goods company. Unilever Bangladesh is a
public limited company with Bangladesh Government holding 39.25% of shares
and the rest owned by Unilever.

At present over 90% of Bangladesh's households use one or more of Unilever

products.
Our brands are trusted everywhere and, by listening to the people who buy them,
we've grown into one of the world's most successful consumer goods
companies. In fact, 150 million times a day, someone somewhere chooses a
Unilever product.

Taaza consistently delivers on its promise of freshness with the help of

Unilever's world-class buyers and blenders. Taaza is available as:

 Taaza Danedar — the classic Taaza blend that gives a sweet liquor with
brilliant colour and aroma, a cup of tea filled with daylong freshness.
 Taaza Teabag — Taaza’s special double chamber flow-through teabag
provides a cup of tea with exceptionalcolourand taste. Consumers now
have the option to customize their own cup of tea, the way they like it —
light, regular or strong. 

65
 Taaza Danedar Taaza Tea Bag

Look in your kitchen, or on the bathroom shelf, and you're bound to see one of
our well-known brands. We create market and distribute the products that people
choose to feed their families and keep themselves and their homes clean and
fresh. 

Knorr is Unilever’s biggest brand globally, and is now available in Bangladesh

through Knorr Soups. Knorr Soup is a tasty and healthy snack option for your 7
pm meal moment. It contains Real Chicken and Vegetables and ensures low
levels of cholesterol and fat.

Knorr comes in 4 delightful flavours: Sweet Corn Chicken, Chicken Ginger,
Chicken Mushroom and Classic Tomato.

Each pack serves two and is available at Tk 35 per pack.

With such great taste and health benefits, Knorr is a must have for kids and the
whole family, every evening at 7 pm!

People's lives are changing fast. As the way we all live and work evolves, our
needs and tastes change too. At Unilever we aim to help people in their daily

66
lives. So we keep developing new products, improving tried and tested brands
and promoting better, more efficient ways of working.

Others competitors:

Chapter- 67
 Company’s Competitive
condition Analysis

Company’s Competitive Condition Analysis

Strategic Operational and Legal Issues & Problems

Prices

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Payment

68
Payment is upon receipt of invoice. All overdue payments are subject to an
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Statement of Liability

69
Acme Analytical Laboratories Ltd., including its subsidiaries, will undertake to
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70
 Chapter-
Thirteen
An Assessment of
Company’s Current Status

An Assessment of the Company’s Current States of

Operations and Future Directions:
Government:

The type of government in control is a major general factor. For example, in

these days of Globalization, Foreign Direct Investment is a general thing. But it
depends on the ruling government. If the government welcomes foreign direct
investment then it becomes a problem for the local companies because lot of

71
foreign giants would come to dominate the market which is currently dominated
by Pran, Shezan, Starship, ACME etc. Dabur is trying to enter Bangladesh but
are not being able to. Government is also important because they can monitor
the product prices, product quality and also set up new rules. Government
lobbying is a very important factor in Bangladesh.

Competition:

This specific factor prevails in any industry and for any company. It sets up the
prices, shows the quality of the promotional activities of the industry, taste of
the product etc. On the other hand, Taaza is so advanced in its promotional
activities that are creating a huge gap in competition where Ceylon tea or
ACME tea is not being able to compete.

Regulations:

It is a general factor that is there for every type of markets and products. For
example, ACME is a corporate brand. Our brand symbolizes sophistication.
That is why the main target of our mineral water customers is restaurants, hotels,
institutions and cafeterias. Sheraton, Four seasons and other restaurants use our
mineral water. Recently, BSTI has announced that every product has to set up
packaging in Bengali; we must use Bengali in product bodies. We have to write
the product names in Bengali. This can hamper our brand image in that sort of
hotels, and now, we have to change our package printing in that way.

Target Market:

This specific factor gives the company the narrow direction that is should hold
on to. To be specific, this factor gives the organization the phenomena on which
to make the profit. It is as important as the name suggests. For ACME, there are
different target markets for different products, Juice 150, 250 and 1000 ml have
different target markets. Same goes with water and Tea.

Demographics (Population Size):

It is the population size, shape and overall estimation of the general population.
No matter it is one of the most influential general factors for every market. It
describes the population size and provides an estimation and calculation for the
Market size. Dhaka has a population of 20 million, but that does not mean that

72
20 million is the market size of ACME. Our market size is within the population
which is characterized and described by Demographics.

Supporting Industries:

It is specific for specific industries. For ACME, the supporting industries are
Distribution, Media, Software, Packaging agencies; Trade Market etc. these
industries support the operation of ACME. For example, TV channels,
Newspaper, Billboards and all other media enables ACME to communicate with
the target market, packaging companies like tetra pack helps us to enhance
better packaging for our products. Advertising agencies like paper rhyme and
Ogilvy helps us build our product and prepare our communication and
marketing plan. These are all different industries but it shows how importantly
and closely they are related to our operations.

Supporting industries in general view:

We have talked about the supporting industries of ACME. Now let’s look at it
from a general perspective. Supporting industries discussed in the specific factor
are different industries which play very important part in the operations of other
companies as well. They may be our competitors or our sister concerns. Now,
from general viewpoints, how well or how differently other companies can use
them makes a lot of difference in any industry. For example, let us look at how
brilliantly they are being used by Unilever or Square, or even Ericsson or Nokia.
This is changing the market about the effectiveness and efficiency of how well
they are being used. These are difference making effects on the whole market
and the overall business.

Factors Critical for the exchange Rate Movements of Currencies:

This is very important for the companies as well as for countries in the
international market. Talking about it in the specific sectors, let us take the case
of ACME exporting products to UK. We have to take consideration of the
income level, inflation rate, exchange rate between Taka and pound. When the
inflation rate of UK is higher than that of Bangladesh, there would be high
prices of UK products in UK. But compared to the UK local products, the prices

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of Bangladeshi products would be cheaper. Therefore, there would be an upward
pressure on the demand for the Bangladeshi goods which also includes ACME
products. This would also enable ACME to earn higher profits. On the other
hand, if the exchange rate is high, for example 100 TK gives £1, then ACME
would have certain amount of profit, but when it is !20 TK to £1, then the profit
calculation changes. Now, this exchange rate is influenced by critical factors
like Income Level between the two countries, Inflation rate, interest Rate, and
also the economic factors of the two countries.

International Financial Market:

In the Macro view, there are lots of things that can affect the exchange rate
movement between two countries and also between the capital flows of the
business operated in both the countries. These factors includes like Balance of
Trade, Export, Import, Duty, Taxes, Quotas, Balance of Payments, Financial
Aid, Current Account and Capital Account. These things affect any business
both internationally and nationally.

Stakeholders:

Customers are the most important stakeholders because they are the key to our
purpose of running our business. Directors are the persons who are responsible
for the existence and continuation of the business. ACME is a private limited
company so there is no question for shareholders. The government is another
stakeholder because they are affected by the nature of the product we sell and
our tax payment and our operations countrywide. Supporting industries can be
our Banks and all other companies that provide their services to us.

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 Chapter-
Fourteen
Findings &Analysis

Findings & Analysis

This report is about the brand management of FMCG sector of ACME Agrovet
& Beverage Ltd. Now this is the also a competitive sector in the world.
Bangladeshi FMCG sector is competing with the other countries like India,
China, Sri lanka, Indonesia, etc. We get difference quota from difference trade
organization. That make us some advantage to get increase our market share.

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For finding our new market and retaining existing market the brand management
is important. The brand management finding and analysis is like this.

Brand Management
Brand management is difficult to define because the actual job description varies
widely across the vast universe of consumer products companies. Size gives
them economies of scale, and a diversity of products gives them protection
against down cycles.
 Monitoring the competitive landscape of the category in which your brand
resides.
 Developing strategies to exploit market opportunities.
 Executing those strategies with the help of a cross-functional team.

What is a Brand?

Brands are different from products in a way that brands are “what the consumers
buy”, while products are “what concern/companies make”. Brand is an
accumulation of emotional and functional associations. A brand gives particular
information about the organization, good or service, differentiating it from
others in marketplace.

To a consumer, brand means and signifies:

 Source of product
 Delegating responsibility to the manufacturer of product

 Lower risk

 Less search cost

 Quality symbol

Brands also play a crucial role in signifying certain product features to

consumers.

To a seller, brand means and signifies:

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  Basis of competitive advantage
 Way of bestowing products with unique associations

 Way of identification to easy handling

 Way of legal protection of products’ unique traits/features

 Sign of quality to satisfied customer

 Means of financial returns

A brand, in short, can be defined as a seller’s promise to provide consistently a

unique set of characteristics, advantages, and services to the buyers/consumers.
It is a name, term, sign, symbol or a combination of all these planned to
differentiate the goods/services of one seller or group of sellers from those of
competitors.

ELEMENTS OF BRAND
Brand Name

Brand name is one of the brand elements which help the customers to identify
and differentiate one product from another. It should be chosen very carefully as
it captures the key theme of a product in an efficient and economical manner. It
can easily be noticed and its meaning can be stored and triggered in the memory
instantly. Brand names are not necessarily associated with the product.

A good brand name should have following characteristics:

 It should be unique / distinctive (for instance- Kodak, Mustang)

 It should be extendable.

 It should be easy to pronounce, identified and memorized. (For instance-

Tide)

 It should be easily convertible into foreign languages.

 It should be capable of legal protection and registration.

 It should suggest product/service category (For instance Newsweek).

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  It should indicate concrete qualities (For instance Firebird).

Brand name of ACME’s FMCG’s:

1. ACME Juice
2. ACME Water

3. ACME Spice

4. ACME Mustered Oil

5. ACME Tea.

Brand Attributes

Attributes are developed through images, actions, or presumptions. Brand

attributes help in creating brand identity.

A strong brand must have following attributes:

a) Relevancy- A strong brand must be relevant. It must meet people’s

expectations and should perform the way they want it to. A good job must
be done to persuade consumers to buy the product; else inspire of your
product being unique, people will not buy it.
b) Consistency- A consistent brand signifies what the brand stands for and
builds customers trust in brand. A consistent brand is where the company
communicates message in a way that does not deviate from the core brand
proposition.

I. Proper positioning- A strong brand should be positioned so that it makes a

place in target audience mind and they prefer it over other brands.
II. Sustainable- A strong brand makes a business competitive. A sustainable
brand drives an organization towards innovation and success. Example of
sustainable brand is Marks and Spencer’s.
III. Credibility- A strong brand should do what it promises. The way you
communicate your brand to the audience/ customers should be realistic. It
should not fail to deliver what it promises. Do not exaggerate as customers
want to believe in the promises you make to them.
IV. Inspirational- A strong brand should transcend/ inspire the category it is
famous for. For example- Nike transcendent Jersey Polo Shirt.

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V. Uniqueness- A strong brand should be different and unique. It should set
you apart from other competitors in market.
VI. Appealing- A strong brand should be attractive. Customers should be
attracted by the promise you make and by the value you deliver.

Brand Identity

Brand identity stems from an organization; an organization is responsible for

creating a distinguished product with unique characteristics. A brand is unique
due to its identity. Brand identity includes following elements - Brand vision,
brand culture, positioning, personality, relationships, and presentations.

Brand identity is the total proposal/promise that an organization makes to

consumers. The brand can be perceived as a product, a personality, a set of
values, and a position it occupies in consumer’s minds.

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Brand identity is the noticeable elements of a brand (for instance - Trademark
color, logo, name, symbol) that identify and differentiates a brand in target
audience mind. It is a crucial means to grow your company’s brand.

Sources of Brand Identity

SYMBOLS- Symbols help customers memorize organization’s products and
services. They help us correlate positive attributes that bring us closer and make
it convenient for us to purchase those products and services. Symbols emphasize
our brand expectations and shape corporate images. Symbols become a key
component of brand equity and help in differentiating the brand characteristics.
Symbols are easier to memorize than the brand names as they are visual images.

LOGOS- A logo is a unique graphic or symbol that represents a company,

product, service, or other entity. It represents an organization very well and
make the customers well-acquainted with the company.

Logo of ACME Agrovet & Beverage Ltd.

Features of a good logo are:

 It should be simple.
 It should be distinguished/ unique. It should differentiate itself.

 It should be functional so that it can be used widely.

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  It should be effective, i.e., it must have an impact on the intended
audience.

 It should be memorable.

 It should be easily identifiable in full colours, limited colour palettes, or in

black and white.

 It should be a perfect reflection/representation of the organization.

 It should be easy to correlate by the customers and should develop

customers trust in the organization.

TRADEMARKS- Trademark is a unique symbol, design, or any form of

identification that helps people recognize a brand. A renowned brand has a
popular trademark and that helps consumers purchase quality products. The
goodwill of the dealer/maker of the product also enhances by use of trademark.

A trademark is chosen by the following symbols:

 ™ (denotes unregistered trademark, that is, a mark used to promote or

brand goods);
 SM (denote sun registered service mark)

 ® (denotes registered trademark).

Registration of trademark is essential in some countries to give exclusive rights

to it. Without adequate trademark protection, brand names can become legally
declared generic. Generic names are never protecting able as was the case with
Vaseline, escalator and thermos.

Some guidelines for trademark protection are as follows:

 Go for formal trademark registration.

 Never use trademark as a noun or verb. Always use it as an adjective.

 Use correct trademark spelling.

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  Challenge each misuse of trademark, specifically by competitors in
market.

Capitalize first letter of trademark. If a trademark appears in point, ensure that it

stands out from surrounding text.

Brand Positioning
Brand Positioning can be defined as an activity of creating a brand offer in such
a manner that it occupies a distinctive place and value in the target customer’s
mind. For instance-ACME Agrovet & Beverage ltd positions itself in the
customer’s mind as one entity- “ACME ”- which can provide customized and
one-stop solution for all their financial services needs. It has an unaided top of
mind recall. It intends to stay with the proposition of “Think Investments, Think
ACME”. The positioning you choose for your brand will be influenced by the
competitive stance you want to adopt.

There are various positioning errors, such as-

I. Under positioning- This is a scenario in which the customer’s have a

blurred and unclear idea of the brand.
II. Over positioning- This is a scenario in which the customers have too
limited a awareness of the brand.

III. Confused positioning- This is a scenario in which the customers have a

confused opinion of the brand.

IV. Double Positioning- This is a scenario in which customers do not accept

the claims of a brand.

Brand Image

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Brand image is the current view of the customers about a brand. It can be
defined as a unique bundle of associations within the minds of target customers.
It signifies what the brand presently stands for.

There are three types of benefits:

a) Functional benefits - what do you do better (than others ),

b) Emotional benefits - how do you make me feel better (than others), and
c) Rational benefits/support - why do I believe you(more than others).

Following is a set of beliefs held about “ACME”:

The following result is given by the Research department of ACME Agrovet &
Beverage Ltd.

ACME Juice

The images shows that the 74.7% respondents choose the Acme Juice & only
25.3% respondent are not choosing Acme Juice and the total sample size is 150.

Do you choose ACME Juice?

No

Yes

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ACME Water:

The table shows that the 72.7% respondents choose the Acme Water & only
27.3% respondent are not choosing Acme Water and the total sample size is
150. Do you choose ACME Water?

No

Yes

ACME Tea:

The table shows that the only 4.7% respondents choose the Acme Tea & 95.3%
respondent are not choose Acme Tea and the total sample size is 150.
Do you choose ACME Tea?

Yes

ACME Spice:
The table shows that only 16.7% respondents choose the Acme Spice & 83.3%
No

respondent are not choosing Acme Spice and the total sample size is 150.
Do you choose ACME Spice?

Yes

No

Area covered by ACME:

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From the table, we can say that respondent of six different areas, 26.7% in
Dhanmondi, 20% in Mirpur, Mohammadpur & Motijheel, 6.7% in Kallaynpur &
Uttra. Location

Uttra

Kallaynpur

Dhanmondi

Motijheel

Mirpur

Mohammadpur

What is Brand Awareness?

Brand awareness is the probability that consumers are familiar about the life
and availability of the product. It is the degree to which consumers precisely
associate the brand with the specific product. It is measured as ratio of niche
market that has former knowledge of brand. Brand awareness includes both
brand recognition as well as brand recall.

Brand recognition is the ability of consumer to recognize prior knowledge of

brand when they are asked questions about that brand or when they are shown
that specific brand, i.e., the consumers can clearly differentiate the brand as
having being earlier noticed or heard.

While brand recall is the potential of customer to recover a brand from his
memory when given the product class/category, needs satisfied by that category
or buying scenario as a signal. In other words, it refers that consumers should
correctly recover brand from the memory when given a clue or he can recall the
specific brand when the product category is mentioned. It is generally easier to
recognize a brand rather than recall it from the memory.

Brand awareness is improved to the extent to which brand names are selected
that is simple and easy to pronounce or spell; known and expressive; and unique
as well as distinct. For instance - Coca Cola has come to be known as Coke.

Brand Loyalty

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Brand Loyalty is a scenario where the consumer fears purchasing and
consuming product from another brand which he does not trust. It is measured
through methods like word of mouth publicity, repetitive buying, price
sensitivity, commitment, brand trust, customer satisfaction, etc. Brand loyalty is
the extent to which a consumer constantly buys the same brand within a product
category.

Brand loyal consumers are the foundation of an organization.

Greater loyalty levels lead to less marketing expenditure because the brand loyal
customers promote the brand positively. Also, it acts as a means of launching
and introducing more products that are targeted at same customers at less
expenditure. It also restrains new competitors in the market. Brand loyalty is a
key component of brand equity.

There are three major mistakes that the business leaders make while executing
and developing the brand promise:

The first mistake is when you refuse to recognize the customer expectations
that are created in customers mind before it comes in contact with that particular
brand.

The second major mistake is to implement a system which gives a negative

experience to the customer. Business leaders work on creating efficient results
for saving time and money.

The third major mistake is that when you are not able to hire the best
candidate. Brand promises are delivered by the staff. If your goal is to be a
business leader you will invest time to train the staff. If you select a person who
is very polite and does not even know how to dress up for an interview then you
competition should send a thank you card for all the business you will send his
way.

Brand Association
Brand association is anything which is deep seated in customer’s mind
about the brand. Brand should be associated with something positive so that
the customers relate your brand to being positive. Brand associations are the
attributes of brand which come into consumers mind when the brand is talked

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about. It is related with the implicit and explicit meanings which a consumer
relates/associates with a specific brand name.

Brand associations are formed on the following basis:

 Customers contact with the organization and it’s employees;
 Advertisements;
 Word of mouth publicity;
 Price at which the brand is sold;
 Celebrity/big entity association;
 Quality of the product;
 Products and schemes offered by competitors;
 Product class/category to which the brand belongs;
 POP ( Point of purchase) displays; etc

Brand Equity & Customer Equity

Brand Equity is defined as value and strength of the Brand that decides its worth
whereas Customer Equity is defined in terms of lifetime values of all customers.

Brand Equity and Customer Equity have two things in common-

 Both stress on significance of customer loyalty to the brand

 Both stress upon the face that value is created by having as many
customers as possible paying as high price as possible.

But conceptually both brand equity and customer equity differ.

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  While customer equity puts too much emphasis on lower line financial
value got from the customers, brand equity attempts to put more emphasis
on strategic issues in managing brands.
 Customer Equity is less narrow alternative. It can overlook a brands
optional value and their capacity effect revenues and cost beyond the
present marketing environment.
 Just as customer equity can persist without brand equity, brand equity
may also exist without customer equity.

To conclude, we can say brands do not exist without consumer and consumer do
not exist without brands. Brands serve as a temptation that utilizes other
intermediaries to lure the customers from whom value is extracted. Customers
serve as a profit-medium for brands to encase their brand value. Both the
concepts are highly co-related.

What is Customer Satisfaction?

Customer satisfaction, a term frequently used in marketing, is a measure of
how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a firm, its
products, or its services (ratings) exceeds specified satisfaction goals." In a
survey of nearly 200 senior marketing managers, 71 percent responded that they
found a customer satisfaction metric very useful in managing and monitoring
their businesses.

"Within organizations, customer satisfaction ratings can have powerful effects.

They focus employees on the importance of fulfilling customers’ expectations.

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Furthermore, when these ratings dip, they warn of problems that can affect sales
and profitability. These metrics quantify an important dynamic. When a brand
has loyal customers, it gains positive word-of-mouth marketing, which is both
free and highly effective."

Therefore, it is essential for businesses to effectively manage customer

satisfaction. To be able do this, firms need reliable and representative measures
of satisfaction.

Factors affecting Customer Satisfaction

Customer satisfaction is the overall impression of customer about the supplier
and the products and services delivered by the supplier.

Following are the important factors that could affect customer satisfaction:

 Department wise capability of the supplier.

 Technological and engineering or re-engineering aspects of products and
services.

 Type and quality of response provided by the supplier.

 Supplier’s capability to commit on deadlines and how efficiently they are

met.

 Customer service provided by the supplier.

 Complaint management.

 Cost, quality, performance and efficiency of the product.

 Supplier’s personal facets like etiquettes and friendliness.

 Supplier’s ability to manage whole customer life cycle.

The above factors could be widely classified under two categories i.e. suppliers
behavior and performance of product and services.

What is Customer Relationship?

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Customer Relationship Management is an upright concept or strategy to
solidify relations with customers and at the same time reducing cost and
enhancing productivity and profitability in business.

An ideal CRM system is a centralized collection all data sources under an

organization and provides an atomistic real time vision of customer information.

A CRM system is vast and significant, but it be can implemented for small
business, as well as large enterprises also as the main goal is to assist the
customers efficiently.

It is primarily entangled with following features:

Customers Needs- An organization can never assume what actually a customer

needs. Hence it is extremely important to interview a customer about all the
likes and dislikes so that the actual needs can be ascertained and prioritized.

Customers Response- Customer response is the reaction by the organization to

the queries and activities of the customer. Dealing with these queries
intelligently is very important as small misunderstandings could convey unalike
perceptions.

Customer Satisfaction- In today’s competitive business marketplace, customer

satisfaction is an important performance exponent and basic differentiator of
business strategies. Hence, the more is customer satisfaction; more is the
business and the bonding with customer.

Customer Loyalty- Customer loyalty is the tendency of the customer to remain

in business with a particular supplier and buy the products regularly. To
continue the customer loyalty the most important aspect an organization should

90
focus on is customer satisfaction. Hence, customer loyalty is an influencing
aspect of CRM and is always crucial for business success.

Customer Retention- Customer retention is a strategic process to keep or retain

the existing customers and not letting them to diverge or defect to other
suppliers or organization for business.

Customer Complaints- Always there exists a challenge for suppliers to deal

with complaints raised by customers. Normally raising a complaint indicates the
act of dissatisfaction of the customer. There can be several reasons for a
customer to launch a complaint.

Customer Service- In an organization Customer Service is the process of

delivering information and services regarding all the products and brands.
Customer satisfaction depends on quality of service provided to him by the
supplier.

Let it be a newly brought up enterprise or a well established organization the

above aspects prove to be of prime importance in dealing with a genuine
customer through a well organized CRM system.

Customer Relationship Management (CRM) and Marketing

CRM leverages and amplifies customer base of an organization through
efficacious and efficient marketing. In fact CRM has brought up new
dimensions in the field of marketing by significantly improving marketing
functioning and execution. Intuitive CRM associated marketing strategies like
direct marketing; web marketing, e-mail marketing etc. have been matured
during the recent past. The various aspects of CRM oriented marketing are
discussed below.

Web Marketing- With the growing popularity of web, customers are tending
towards web marketing or web shopping. This helps both customers and
suppliers to transact in a real time environment irrespective of their locations.

Some of the major advantages of Web Marketing are listed below:

 It is relatively very inexpensive as it reduces the cost for physically

reaching to the target customers for interaction.

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  Suppliers can reach to more number of customers in lesser amount of
time.

 The online marketing campaigns can be easily tracked, traced, calculated

and tested.

 The selection process of any product or brand is simplified due to proven

online research and analysis techniques.

 Online marketing campaigns are more promotional as compared to

manual campaigns.

Email Marketing- Email marketing has turned out to be more efficacious and
inexpensive as compared to mail or phone based marketing strategies. Email
marketing is direct marketing which is data driven and leads to more accurate
customer response and effective fulfillment of customer needs.

Analyzing customers buying behavior online- A CRM system provides a

platform to analyze the customers buying behavior online. This interactive
strategy provides great accuracy with high speed which includes profiling
services furnishing elaborated bits of information regarding customers
purchasing habits or behavior.

Building business impact models- It is important for an organization to have

check on marketing performance regularly so that the techniques never
deteriorate and always match to yield greater results.

These CRM oriented models help in delivering accurate measurement of

marketing performance throughout the organization and to do better every time.

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 Chapter-
Fifteen &
Recommendation
Conclusion

Recommendation

After analyzing the Questionnaires to determine the brand management of

ACME Product in Bangladesh, I would recommend the following suggestions
that should be considered for better preference of ACME Product:

For Acme Juice, Water, Tea, Oil and spices-

 Acme should take promotional activity.

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  Price and Packaging is important to increase the Acceptance & Awareness
of Acme Juice, water, tea, spices Price & Packaging is very impotent
factor.

 ACME Company ensure 100% availability of Juice, water, tea, spices in

the market, then Consumer Acceptance & Awareness will be increased.

 ACME Company should introduce attractive Packaging for Spices.

 Now a day’s consumers are bombard with a lot of advertisement. Where

RADHUNI the main player of spice market is spending a huge amount for
advertising ACME is lagging behind from the TV ad. A lot of people
even take Radhuni as a synonym of pack spice. So acme should go for
more advertisement to establish a strong brand name.

 ACME should be more careful about their product “quality”.

 Annual cultural programs may be arranged to entertain the chef of the

community center of Dhaka city.

 National Cooking competition may be arranged under the sponsorship of

Acme.

 Recipe book may be given with the Acme Spice.

This research is subject to several Recommendations, some of which are:

 Most of the listeners of FM Radio are young Generation who has the little
influence on the decision making of Spice purchase so Acme should give
more emphasis on TVC rather than RDC.
 ACME should be more careful about choosing chunk for TVC. More
chunks should purchase during mega serials.

Conclusion
In conclusion, it can be easily said that the success of ACME Agrovet and
Beverage Ltd. can be attributed to how much Consumer are Accept their product

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and how much Consumer Aware about the Acme. Building and managing strong
brands is key to gaining competitive advantage and long term probability for
product, services, corporations and organizations.

Customers in the digital age are much more conscious and aware of their need
and wants, making them a difficult lot to please. Companies run marketing
campaign highlighting points of similarity and difference with competitor’s
products. The art is not at attracting the customer, but it is at retaining the
customer and creating long term relation with them. Companies usually suffer
from churning effect where customers do not make the repurchase. Forecasting
relates to the management functions of planning, organizing and controlling. It
is one of the key elements of operations management. Companies serve their
customers and the society at large by producing various goods and services.

In this world of extreme competition, companies with a total focus on customer

are going to be the winner. Companies must understand importance of customer
satisfaction and then build process around it. A satisfied customer will be a loyal
customer. This value comes from calculating the cost associated with the
emotional level decision like the brand image, corporate brand, sales personnel
image and functional image. This value converts to total customer cost by
including purchase cost, time-energy in evaluation of product and intuitive cost.

To conclude, we can say brands do not exist without consumer and consumer do
not exist without brands. Companies are in business to make the profit.
Therefore, it has to identify profitable customers. Profitable customers provide a
revenue stream more than the expense stream on retaining them. And this
revenue stream should be higher for a company to have a competitive
advantage.

More and more companies are deploying total quality management approach
across the organization to build and deliver customer satisfaction. Brands serve
as a temptation that utilizes other intermediaries to lure the customers from
whom value is extracted. Customers serve as a profit-medium for brands to
encase their brand value. Both the concepts are highly co-related.

After finishing the report, I have gained some valuable experiences. I have
learned how to conduct a survey, how to approach to the participants while
conducting a survey, how to make them understand and convinced what our

95
purpose is and what are we looking for, what might be the benefits for both of us
etc. Though I have faced various kinds of difficulties but by doing the report I
improved myself a lot.

BIBLIOGRAPHY

Books:-

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  Marketing Research, Naresh K. Malhotra, An applied orientation (4th

Edition).

 Marketing Research, Text and Cases (7th Edition) Harper W. Boyd, Jr.

Ralph Westfall Stanley F. Stasch.

 Marketing Management (11th Edition) Philip Kotler.

 Principles of Marketing (10th Edition) Philip Kotler & Gray Armstrong.

Website:
o www.acmeglobal.com

o www.bangladeshyellowpages.com
o www.dsebd.org
o www.abulkhairtobacco.com
o www.google.com
o www.answers.com
o www.wikipedia.org
o http://www.banglarights.net/HTML/garmentsworkers.htm

Others:-

 Class Hand note

 Company Personnel & Company Survey

 Survey from population and information from traders.

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98
Draft questionnaire for ACME Juice, Water &
Tea-
A research for determine the Brand management & Customer
Satisfaction by accepting the ACMEs products

*Please provide your valuable opinion*

This survey is designed to look at various factors that could have an impact on
the Quality, Price, Availability, Promotional activity and Packaging of Acme
Product. I would like to get your opinion to help me in determining the factors
which affect to the Acceptance of ACME products. The survey will take about
8 to 10 minutes to complete. There are no rights or wrong answers.
Participation in this survey is completely voluntary. To ensure that your
responses are strictly confidential, please do not identify yourself anywhere in
the survey. Please try to complete all the questions, although you may decline to
answer some specific questions or withdraw from completing the survey at any
time. Your individual responses will be combined with those of other
respondents’ and only aggregated data will be reported.

How to use these scale: Please read the following statements to which some
people agree with and some do not. We would like to know whether you
Strongly Agree (SA), Agree (A), Neutral (N), Disagree (D) or Strongly
Disagree (SD) with each statement.

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There is no right or wrong answers. Please check mark the number column that
represents your opinion most correctly. If the question is not applicable to your
case please check the N/A column.

ACME Juice-
1. Do you choose ACME Juice? Yes □ No □

2. As a Juice do you prefer ACME as your first band name? Yes □ No

□
Scale What do you expect from the
factor related to the ACME
Juice?
SA A N D SD

01 The quality of the Acme Juice is better 5 4 3 2 1

02 Acme Juice always maintains the core needs 5 4 3 2 1

of the consumer.
03 Acme Juice have some unique features 5 4 3 2 1

04 Acme Juice worth a premium price 5 4 3 2 1

05 Price of Acme Juice is cheaper than other 5 4 3 2 1

Juice.

06 Acme Juice is available in everywhere 5 4 3 2 1

07 All kinds of Juice size is provided by 5 4 3 2 1

ACME

08 Most of the store keeps Acme Juice 5 4 3 2 1

09 Acme should take promotional activity 5 4 3 2 1

strongly for this particular brand
10 I always see Acme Juice advertisement in 5 4 3 2 1
TV

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11 TV Commercial of Acme Juice influence in 5 4 3 2 1
your mind.
12 Advertising on bill board of Acme Juice 5 4 3 2 1
attracts you.
13 Generally packaging of Acme Juice is more 5 4 3 2 1
attractive.
14 Shapes of the Acme Juice pack are attractive 5 4 3 2 1
to consumers.
15 Intentionally take Acme juice when you 5 4 3 2 1
buy Juice

16 Recommended by others when you buy 5 4 3 2 1

Acme Juice

17 ACME brand Image can recall in your mind 5 4 3 2 1

when you buy Juice
18 Acme Juice is good compare to other Juices 5 4 3 2 1

ACME Water-
1. Do you choose ACME Water? Yes □ No □

2. As a water do you prefer ACME as your first band name? Yes □ No □

Scale What do you expect from the
factor related to the ACME
Water?

SA A N D SD

01 The quality of the Acme Water is better 5 4 3 2 1

02 Acme Water always maintains the core need 5 4 3 2 1

for the consumer.
03 Acme Water have quite natural test 5 4 3 2 1

04 Acme Water worth a premium price 5 4 3 2 1

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05 Price of Acme Water is cheaper than other 5 4 3 2 1
Water.

06 Acme Water is available in everywhere 5 4 3 2 1

07 All kinds of Water size is provided by 5 4 3 2 1

ACME

08 Most of the store keeps the Acme Water 5 4 3 2 1

09 Acme should take promotional activity 5 4 3 2 1

strongly for Water
10 I always see different Acme Water 5 4 3 2 1
advertisement in TV
11 TV commercial of Acme Water influence in 5 4 3 2 1
your mind.
12 Advertising on bill board of Acme Water 5 4 3 2 1
attracts you.
13 Generally packaging of Acme Water is 5 4 3 2 1
more attractive.
14 Acme Water bottle are more visible to 5 4 3 2 1
check dust
15 Intentionally take Acme Water when you 5 4 3 2 1
buy a Water
16 Recommended by others when you buy 5 4 3 2 1
Acme Water
17 ACME brand Image can recall in your mind 5 4 3 2 1
when you buy a Water
18 Acme Water is good compare to other 5 4 3 2 1
Water

ACME Tea-
1. Do you choose ACME Tea? Yes □ No □

2. If yes, Which Tea do you have like best? Premium Gold Tea □ Acme Shatej
(Dust) Tea □ Acme Shatej Tea (BOP) □ None of the above

102
3. As a Tea do you prefer ACME as your first band name? Yes □ No

Scale What do you expect from the

factor related to the ACME Tea?

SA A N D SD

01 The quality of the Acme Tea is better 5 4 3 2 1

02 Acme Tea always maintains the core needs 5 4 3 2 1

of the customer.
03 Acme Tea have some unique features & 5 4 3 2 1
Tea color is good
04 Acme Tea worth a premium price 5 4 3 2 1

05 Price of Acme Tea is cheaper than other 5 4 3 2 1

Tea.
06 Acme Tea is available in everywhere 5 4 3 2 1
07 All kinds of Tea size is provided by ACME 5 4 3 2 1

08 Most of the store keeps Acme Tea 5 4 3 2 1

09 Acme should take promotional activity 5 4 3 2 1

strongly for Tea
10 I always see different Acme Tea 5 4 3 2 1
advertisement in TV
11 TV commercial of Acme Tea influence in 5 4 3 2 1
your mind.
12 Advertising on bill board of Acme Tea 5 4 3 2 1
attracts you.
13 Generally packaging of Acme Tea is more 5 4 3 2 1
attractive.
14 Acme Tea packaging are more durable from 5 4 3 2 1
other Tea
15 Intentionally take Acme Tea when you buy 5 4 3 2 1
Tea
16 Recommended by others when you buy 5 4 3 2 1

103
 Acme Tea
17 ACME brand Image can recall in your mind 5 4 3 2 1
when you buy Tea
18 Acme Tea is good compare to other Tea 5 4 3 2 1

Do you have any expected facility from ACME?

……………………………………………………………………………………
……………….......................................
……………………………………………………………………………...

*Please provide your personal information*

Gender: Male Female

Age group: 10-15 15-20 20-25 25-30 30-35

35-40 Or above: -----------------------------------------

Profession: ……………………………………………….
……………………………..

Monthly income of your family : 10000-30000 31000-50000 51000-

80000 Or above: ………………………..………………..

Name……………………………………………………………………………

Contact Number:
……………………………………………………………………….

*Thank you for taking the time to share your valuable opinion*

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