Professional Documents
Culture Documents
Abul Khair Steel (AKS) Industries Limited was incorporated on 21st October,
1998 as a private company limited by the shares in Bangladesh under the companies act
Nature of business: the principal activities of the company throughout the year
were manufacturing and marketing of CR coils, GP coils Corrugated Iron (CI) sheets and
in Bangladesh. Among these banks are EXIM, Standard Chartered, City and Pubali Bank.
AKS has acquired extensive credit lines form the City Bank and the Pubali Bank, giving
The company is based in Chittagong and has good hold of the market all over
Bangladesh. They have a large share of market in some of the most important districts
and sub districts such as, Chittagong, Feni, Barishal, Rangpur, and Mymensingh. They
Marketing Strategy
Abul Khair Steel Products Limited has been around since 1998 as private
company in Bangladesh. The company has long before achieved the summit of their
success in the domestic market but it has refused to stop there. In this era of globalization
are used mainly for building roofs and sheds for rural huts. They are more popular among
the rural parts of Bangladesh. AKS’s product is more popularly known as ‘Goru Marka
Dheu tin’.
AKS has based its operation in two places namely, Chittagong and Feni; where
they have a good control over the market share. However, they have divided the whole of
Bangladeshi market into 3 broad divisions and 14 territories. They have the divisional
and regional sales officers (also known as RSO) for the respective divisions and regions.
AKS owns 1900 traders all over Bangladesh and depend primarily on their
distribution channels to make their presence felt in the local market. Furthermore, they
have their own formidable transport facilities that allow them to supply their product
efficiently. In fact, AKS boasts that within 24 hours of placing order they are able to
In addition to such advantages of AKS, it also has close relationship with many
well known banks around Bangladesh. These banks provide it with useful information
and advice and also help the company out with extensive credit lines. AKS’s reputation
has earned them trust from many banks which are ready to do business with the firm.
AKS advertises their product through broadcast and print media. They have
emphasized more on the broadcast media because most of their target audience is from
the rural parts of Bangladesh where literacy rate is low. So, it is more appropriate for
information. In essence AKS has managed to acquire significant ground for them self in
the local market. They follow a sound strategy of all of their departments. Each SBU’s
coordinated effort has taken this company to the pinnacle of their success.
Company P r ofile
Pr an Col a
PRAN GROUP was born in 1980. Keeping in view the corporate mission of the
group they have over the years diversified their activities. Today they are the largest
PRAN Group. It was established in 1985. And is running successfully and smoothly
ever since. They have emerged in to one of the top competitors in the market today.
The head offices are located at Dhaka with production facilities around the country.
Their management is modern adapted to their environment & culture. Pran Cola is
introduced in the market in 2003. It’s a new product for them in the beverage section
& they have giant competitors like PEPSI & Coca cola. Their largest asset is their
very competent human capital. And they say with pride that their HR department is
efficient and strong. AMCL is the main revenue earning company of PRAN Group.
AMCL export its products to 60 different countries. It has separate branch offices in 3
different countries. AMCL plans to construct a factory on South Africa to produce its
Based on their surveys and research, regarding the number and class of people who buy
and use their consumer products, Pran has set its sales goal. In the long years they have
realized that this goal will require aggressive marketing. Pran Cola has supported their
sales goal by implementing plans accordingly in order to meet their marketing objectives
in the marketing mix. Because their customers are less price sensitive, and more
interested in quality, offering the lowest possible prices is not a concern of Pran. They
strive to maintain a rational profit margin while keeping customer prices reasonable.
They need to serve a quality product to compete with the other brands. Promotion is the
zone where Pran puts most of its hard work. They utilized almost all the elements from
the promotional mix. Their main promotional scenario indicates activities to increase the
size of each customer group by 10% for consumer products and then sell 5% more on
average to each customer. In terms of promotions, information shows that other than
retaining old customers, they average 5 new customers for every 150 customers that they
In public relations, a large number of newspapers and magazines writers and editors have
been in contact with the activities of Pran Cola. Several small articles are written in news
papers and additional columns have been written regarding the consumer products. For
the last 3 years they are trying to be more proactive and take steps for press relations. In
an effort to highlight the company even more and introduce the company to the press to
select their product, they have launched informative booklets from their product lines.
For performing sales promotions, they conduct simple sales promotions to attract
new customers. They offer discounts deals in which any first time buyer gets an extra one
free. The offers are advertised in electronic and print media as well as grocery stores.
Pran tries to use the best combination of medium and message to reach their target
audience. The vehicles they used for their advertisement are usually these:
• TVC
• Radio
• Billboard
• Newspaper ad
• Magazine ad
• Shop Signboard
Radhuni
RADHUNI is a brand of SQUARE Consumer Products Ltd. And this brand has a wide
variety of products. These are – RADHUNI powdered spice, RADHUNI Kheer Mix,
RADHUNI Halim Mix, RADHUNI Meat Curry Mix, RADHUNI Kabab Masala,
RADHUNI Fish Curry Masala, RADHUNI Chatpati Masala and so on. All these products
have already become very popular in the market. RADHUNI’s mind share, heart share,
and market share are in the highest position in its industry. ”RADHUNI” has successfully
made awareness build up. Almost everyone mentioned the name of “RADHUNI” when
they are asked to name a brand of this kind. “RADHUNI” has just finished its
introduction stage in the product life cycle (PLC) and it is now at the beginning of the
growth stage in PLC. “RADHUNI” is leading the market with a variety of products.
“RADHUNI” has almost every items of cooking starting from turmeric powder to spicy
mixed powder for meat, fish, chotpoty, halim, kheer, and even pachforon.
Though “RADHUNI” has got some competitors in spicy powder like chilly powder but it
has got a relatively competitive advantage in mixed powder with one or two competitors.
These competitors have a little share here and there in the country. And they are not that
Marketing Strategy
Radhuni is powdered spice which is directly used for cooking purpose and generally the
our country. There are generally two classes in women consumers one is housewife
another one is service holder. SQUARE is the name of quality, where consumers can get
pure and quality products without any hesitation. That is Radhuni position the
“RADHUNI” in the mind and desire of the consumer prospect. Their marketing strategy
is very broad and distinctive. The SQUARE Company’s brand “RADHUNI” is the
potential to cover the market. That’s why the brand made some strategy to position the
market in a way that the difference can not be easily copied by competitors and it
delivered in a distinctive way. That is why to set up a good brand image it is needed to
The brand “RADHUNI” is a brand which is used for cooking. So the consumer might
think about the taste and how conveniently it can be used. In the positioning stage we are
thinking about value proposition. Value proposition is the way where we reflect the core
things what we are providing as per as the desire of the target consumer. So the
and what basic feature we give to the target consumer. They use the strategy to make their
product available in all the market, in rural and urban areas. They used print media,
television advertisement, radio, billboard in such a way that they have succeeded to
attract their potential customers. Mass media has proved very effective for them because
they used it wisely. For a product like spice is very hard to find the center of the
customers. Bur, Radhuni made it by their effective marketing & positioning strategy.