0830040

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness
EFFECTIVENESS OF INTEGRATED MARKETING COMMUNICATION (IMC) PROGRAM IN CREATING BRAND AWARENESS IN THE CONTEXT OF ACI FOODS LIMITED
by
Md. Mehedi Hasan Mollah ID 0830040
An Internship Report Presented in Partial Fulfillment of the Requirements for the Degree Bachelor of Business Administration
INDEPENDENT UNIVERSITY, BANGLADESH September 2012
EFFECTIVENESS OF INTEGRATED MARKETING COMMUNICATION (IMC) PROGRAM IN CREATING BRAND AWARENESS IN THE CONTEXT OF ACI FOODS LIMITED
by
Md. Mehedi Hasan Mollah ID 0830040
has been approved September, 2012
Mohammed Sohel Islam Senior Lecturer School of Business INDEPENDENT UNIVERSITY, BANGLADESH
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Acknowledgement
The special thank goes to my helpful supervisor, Mohammed Sohel Islam, Senior Lecturer of School of Business at Independent University, Bangladesh. The supervision and support that he gave truly help the progression and smoothness of the internship program. The co-operation is much indeed appreciated.
My grateful thanks also go to my supervisor Mohammed Atique Akbar, Senior Brand Manager at ACI Foods Ltd. A big contribution and hard worked from you during the twelve week is very great indeed. All projects and assignments during the program would be nothing without the enthusiasm and imagination from you. Besides, this internship program makes me realized the value of working together as a team and as a new experience in working at a corporate environment, which challenges me every minute. Not to forget, great appreciation goes to the rest of ACI Foods and ACI Pure Flours staff that helped me from time to time during the project. The whole program really brought us together to appreciate the true value of friendship and respect of each other and it was a great pleasure to working with the team. I would also like to thank my friends especially those who worked together as interns at ACI Limited.
Last but not least I would like to thank the authorities of Independent University, Bangladesh and ACI Limited, for their co-operations in completing my internship program.
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Executive Summary
ACI Foods Limited is engaged in manufacturing, marketing, and distribution of various branded food products especially snacks and spices. This is totally marketing based company combined with two different brands namely FUN & PURE. All the snacks products of ACI Foods Limited manufactured under FUN brand and all the spices and daily food products manufactured under the brand called PURE. Integrated marketing communications or IMC is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brands core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness. IMC is becoming more significant in marketing practice because of the reduced cost effectiveness of mass media and media fragmentation. As consumers spend more time online and on mobile devices all exposures of the brand need to tie together so they are more likely to be remembered. In case of ACI Foods Limited as they are continuously competing with other popular Brand like Pran, Square and BD foods so it is mandatory to use IMC programs to create a sustainable brand image that can be remembered by the consumers in other words creating proper brand awareness. But as I worked in the company for three months I found that people are not that aware about the brands of ACI Foods Limited. So this research should have to be done on effectiveness of IMC program of ACI Foods Limited. The main purpose the project was to find out the brand awareness of FUN and PURE among the consumers. The main question was to find out whether the IMC launched by FUN effective or not and is it better than PURE? The answer is definitely NO. Because maximum number of respondents said that they havent heard the name of the brand FUN before this survey. Very few people said that they are aware of the brand but they dont use it on a regular basis. Almost 3% of people said that they use the brand on a regular basis. So, in terms of brand awareness the IMC was a total failure. On the other hand all the respondents are aware about the PURE brand
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and many of them use it and also use it in a regular basis. So in case of PURE integrated marketing communications programs are more effective in creating brand awareness than FUN. In todays world positioning has gotten very important for the ultimate success of a product. In fact, it is more important than the actual uniqueness, although products that are defectively manufactured will not succeed in the long run on the basis of image only. The benefits featured in a products positioning must reflect attributes that are important to and congruent with the perceptions of the targeted consumer segment. But from my findings of this ACI Foods limited their one of the brand that is FUN is currently is not positioned well. They are currently focused on the kids segments only and promotional activities also focused on to that but as my findings a huge number of consumers of FUN are young people. So the positioning should be changed. Another segment was to determine the ability to recall the IMC by the respondents. In this regard the respondents were asked if they remember any of the promotional campaigns of FUN and PURE. 40% of the respondents said that they remember the activities of FUN Chanachur. Others could not remember any IMC particularly. So again in terms of recalling the brand, the response is very poor. But most of the people could recall the IMCs of PURE. In terms of media exposure, consumers were asked that from where they came to know about the product. Most of the people said that they came to know from TV. Almost 33% people said that they first heard of the product from TV. So we assume that the TV exposure is good enough compared to the other mediums. But in the case of PURE it is quite better than FUN. The youth cannot determine if the product if appropriate for them or not. Again, in terms of brand judgment and feeling the response is very poor. The feeling of the respondents toward the brand is not very positive. They are also not sure that whether the brand is able to satisfy their need or not. Brand resonance of the brand is also very poor. There is no behavioral loyalty found in the consumers. Most of the people will not or not sure whether they are going to recommend FUN to their peers or not. This shows that there is no community association. One positive sign is that according to most of the respondents the most important element of branding is Name and most of the people think that the name FUN is good enough. So this is positive aspect for the brand. But again on the other hand most of the people thing that the positioning of FUN is moderate. This means that FUN could not achieve the desired positioning. So it should be handled more carefully.
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Table of Contents
S.N 1. Chapter-1: Company Overview I. Introduction II. Management III. Mission, Vision & Policies IV. SBUs & Subsidiaries V. Organizational Structure VI. Brief of Product Line 2. Chapter-2: The Research I. Objective of the Study II. Review of the Related Literature III. Statement of the Problem
Topic
Pages 1 13 1 2 36 69 10 11 13 14 23 14 14 17 17 19 19 20 21 23 23 24 41 24 35 35 41 42 44 45 46 45 46 46 47 50 47 49 50 51
IV. Development of Conceptual Framework V. Research Questions & Hypothesis VI. Research Methodology VII. Scope and Delimitation of the Study 3. Chapter-3: Analysis and Interpretation of Data I. Interpretation of Questionnaire 1 II. Interpretation of Questionnaire 2 4. 5. Chapter-4: Findings Chapter-5: Recommendations & Limitations I. Recommendations II. Limitations 6. Chapter-6: My Work Responsibilities at ACI Foods Limited I. My responsibilities II. Findings & Recommendations 7. Conclusion
References Appendix
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Chapter 1: Company Overview

1.1 Introduction: In 1973, the UK based multinational pharmaceutical company, ICI plc, established a subsidiary in Dhaka, known as ICI Bangladesh Manufacturers Limited. It was a listed public limited company under Dhaka Stock Exchange. In 1992, ICI plc divested its share to local management, and the company was renamed Advanced Chemical Industries (ACI) Limited. ACI inherited the rich ICI culture of product quality, customer service and social responsibility and continues to nurture. ACI is the first company in Bangladesh to obtain certification of ISO 9001 Quality Management System in 1995. ACI is also the first Company in Bangladesh to get certification of ISO 14001 Environmental Management System in 2000. ACI employees are proud of their work culture, business ethics and environmental consciousness. What was primarily a Pharmaceutical business in 1992 with a turnover of Tk.80 factoryion with stagnant growth, the new management brought about fundamental changes in policies and has in year 2005 grown to over Tk. 3413.05 factoryion in turnover through diversified business interest including personal care products, food products, animal health, agrochemicals and seeds in addition to gaining a strong position in Pharmaceuticals. Currently ACI Limited has been awarded as number one local brand in Bangladesh. ACI Limited has diversified into four major strategic business divisions which include Health Care, Consumer Brands, Agribusinesses and Retail Chain.
1.2 Management Committee: Dr. Arif Dowla Dr. F.H.Ansarey Mr. Syed Alamgir Mr. M. Mohibuz Zaman Mr. Muallem A. Choudhury Mr. Sabbir Hasan Nasir Mr. Priyatosh Datta Mr. Pradip Kar Chowdhury Ms. Sheema Abed Rahman Mr. Abdus Sadeque Abdul Muyeed Chowdhury Juned Ahmed Choudhury Mr. Imam Ahmed Istiak Managing Director Executive Director, Agribusinesses Executive Director, Consumer Brands Chief Operating Officer, Pharmaceuticals Executive Director, Finance and Planning Executive Director, Logistics Director, Quality Assurance Financial Controller Director, Corporate Affairs Director, Marketing & Sales Director Director General Manager, Operations
1.3 Board of Directors: Mr. M Anis Ud Dowla Mr. Arif Dowla Mrs. Najma Dowla Mr. Waliur Rahman Bhuiyan Mr. Md. Fayekuzzaman Mr. Golam Mainuddin Ms. Shusmita Anis Salam Ms. Sheema Abed Rahman Chairman Managing Director Director Director Director Director Director Director
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1.4 Mission ACIs mission is to enrich the quality of life of people through responsible application of knowledge, skills and technology. ACI is committed to the pursuit of excellence through worldclass products, innovative processes and empowered employees to provide the highest level of satisfaction to its customers.
1.5 Vision To realize the mission ACI will:

Endeavor to attain a position of leadership in each category of its businesses. Attain a high level of productivity in all its operations through effective and efficient use of resources, adoption of appropriate technology and alignment with our core competencies.
Develop its employees by encouraging empowerment and rewarding innovation. Promote an environment for learning and personal growth of its employees. Provide products and services of high and consistent quality, ensuring value for money to its customers.
Encourage and assist in the qualitative improvement of the services of its suppliers and distributors.
Establish harmonious relationship with the community and promote greater environmental responsibility within its sphere of influence.
1.6 Values

Quality Customer Focus Fairness Transparency Continuous Improvement Innovation
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1.7 Core objectives The management of ACI, a competent team of professionals, operates with a progressive attitude to provide effective solutions to satisfy the customers needs, through its products and services of uncompromising quality. 1.8 Strategies ACI follows International Standards on Quality Management System to ensure consistent quality of products and services to achieve customer satisfaction. ACI also meets all national regulatory requirements relating to its current businesses and ensures that Current Good Manufacturing Practices (CGMP) as recommended by World Health Organization is followed for its pharmaceutical operations. 1.9 Quality Policy ACI's mission is to achieve business excellence through quality by understanding, accepting, meeting and exceeding customer expectations. ACI follows International Standards on Quality Management System to ensure consistent quality of products and services to achieve customer satisfaction. ACI also meets all national regulatory requirements relating to its current businesses and ensures that current Good Manufacturing Practices (cGMP) as recommended by World Health Organization is followed for its pharmaceutical operations. The management of ACI commits itself to quality as the prime consideration in all its business decisions. All employees of ACI must follow documented procedures to ensure compliance with quality standards. The pool of human resources of the company will be developed to their full potential and harnessed through regular training and their participation in seeking continuous improvement of work methods.
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1.10 Global Compact Endorsement The ACI group has consistently demonstrated its commitment towards its employees and the environment over the years. It has been recognized as the practitioner and promoter of socially responsible business behaviour. To take this commitment even further, ACI has endorsed the Principles of Global Compact on August 18, 2003. The Global Compact is a remarkable initiative sponsored by the United Nations Secretary General Koffi Annan. It is based on a very simple notion: whether or not required by law, corporations should enforce basic human rights and accepted labour and environmental standards in all their business activities, to counterbalance possible negative effects of globalization. The compact calls on companies to embrace the ten universal principles in the key areas of human rights, labour standards and the environment. 1.11 Principles: 1.11.1 Human Rights
To support and respect International Human Rights within the company's sphere of influence.
To make sure that their own corporations are not complicit with Human Rights Violation.
1.11.2 Labour

To end discrimination in the workplace. Abolition of child labour. The right to collective bargaining and recognition of freedom of association. To eliminate the use of forced and compulsory labour.
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1.11.3 Environment

To support a precautionary approach to environmental challenges. To undertake initiative to promote greater environmental responsibility. To encourage the diffusion of environmentally friendly technology.
1.11.4 Anti-Corruption
To work against all forms of corruption, including extortion and bribery.
ACI pledges to keep all its employees, customers, shareholders and suppliers regularly informed about the compact and the companys initiatives to uphold the principles
1.12 Strategic Business Units:

Pharmaceuticals Consumer Brands & Commodity Products Agribusinesses:

o o o o o
Crop Care Public Health Livestock & Fisheries Fertilizer Cropex Seeds
1.13 ACI has the following subsidiaries:

ACI Formulations Ltd. ACI Agrochemicals Apex Leathercrafts Limited ACI Salt Limited ACI Pure Flour Limited ACI Foods Limited
Premiaflex Plastics Limited Creative Communication Limited ACI Motors Limited ACI Logistics Limited
1.14 Joint Ventures:

ACI Godrej Agrovet Private Limited Tetley ACI (Bangladesh) Limited Asian Consumer Care (Pvt) Limited
1.15 Pharmaceuticals: ACI carries the legacy of ICI- world renowned British Multinational in providing the people of Bangladesh with quality medicines and healthcare products. Its state-of-the art pharmaceutical plant represents Bangladesh's quest for a truly world class manufacturing facility. ACI's rich heritage leads to innovative and higher value added formulations.
The comprehensive product range of ACI pharmaceuticals include products from all major therapeutic classes and in various dosage forms like tablet, capsule, dry powder, liquid, cream, gel, ointment, ophthalmic and injectable. ACI Pharma also has state of the art plant on Novel Drug Delivery System (NDDS). It produces world class Modified Release drug and medicine to cater the requirement of pharmaceutical manufacturer of domestic and international market.
It exports high quality pharmaceuticals to a good number of countries of Asia, Africa & South America.
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1.16 Consumer Brands & Commodity Products: The Consumer Brands Division boasts in having an unequivocal presence in consumers' heart with the market leading brands like ACI Aerosol, ACI Mosquito Coil, Savlon. These are the persistent performers in keeping the household clean and free from germs and harmful insects.
The necessity of pure food in the minds of Bangladeshi consumers especially in the commodity food business has pushed ACI to fill up the market gap by producing commodity products such as Salt, Flour and Spices. Now the customers of Bangladesh are ensured with 100% pure Salt, Spices products and Wheat products under the brand name of "ACI Pure".
ACI also represents the world renowned product range of Colgate, Nivea, Tetley, Godrej & Dabur in Bangladesh through distribution and forming joint ventures.
1.16 Agribusinesses:
ACI Agribusiness is the largest integrator in Bangladesh in Agriculture, Livestock and Fisheries and deals with Crop Protection, Seed, Fertilizer, Agrimachineries, and Animal Health products. These businesses have glorified presence in Bangladesh.
CC & PH supplies crop protection chemicals, Seed supplies Hybrid Rice, vegetable and Maize seeds, Fertilizer Supplies Micronutrient and Foiler fertilizer, Agrimachineries supplies Tractors, Power Tiller and Harvester and Animal Health supplies high quality Nutritional, Veterinary and Poultry medicines and vaccines.
ACI Agribusiness is having strong partnership with national and international R & D companies, universities and research institutions. Before introducing any product, it is elaborately tested in the laboratory and farmers field.
ACI provides solution to the farmers through a large team of scientists & skilled professionals.
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1.17 ACI Pure Flour Limited:
ACI Pure Flour Ltd is the largest flour producing company in Bangladesh delivering cleanest, healthiest and most hygienic flour by adopting state of the art technology. Coupled with double digit growth and continuously producing pure product make 'Pure' brand a huge success & make it a household product overnight. In a very short time 'Pure' is able to become consumers' morning bell and snatched prestigious second position overtaking all other players in the market. 'Pure' flour is able to communicate to its consumers that ACI Pure is synonymous to Purity. Our plant stands by the bank of Sitalaksha River with most advanced European technology coupling with a well-equipped laboratory keeping in mind to provide the best quality flour to the consumers.
1.18 ACI Foods Limited:
The necessity of pure food in the minds of Bangladesh consumers especially in the commodity food business has pushed ACI to fill up the market demand by producing food products such as spice, edible oil, snacks, confectionary etc. ACI is engaged in manufacturing, marketing, and distribution of various branded food products and condiment. Now the customers of Bangladesh are ensured with 100% pure food products under the brand name of 'Pure'. Within the very short period of its entrance this brand has been enjoying second leading position in the market. Fun Candy and Fun Chanachur produced from high quality imported raw materials with state of the art technology have attained enormous popularity among the consumers. ACI Foods Ltd. is focusing on improving the food habit of Bangladeshi Consumers through providing more ready to cook products and ready to eat as well. ACI is also exporting its Pure Brand products to Australia, UAE, Kuwait, Saudi Arabia, Bahrain, Qatar and many other countries to come into the list. For details please click here ACI Foods Ltd.
1.19 Organizational Structure of ACI Foods Limited
Executive Director
Business Director
Marketing Manager
Senior Brand Manager
Brand Manager
Product Executive
Product Executive
Intern
Figure: Organizational structure of ACI Foods Limited.
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1.19 Brief of Product Line

ACI Foods Limited is basically the combination of two brands they are PURE and FUN. 1.19.1 FUN Products at a glance: The entire ready to eat or snacks products of ACI foods limited are produced and marketed under the brand name of Fun. Current products of fun are 1. Fun Chanachur a) Fun Chanachur Classic b) Fun Chanachur Hot & Spicy c) Fun Chanachur Sweet & Sour 2. Fun Crackers: a) Fun Crackers Magic Masala b) Fun Crackers Magic Masala Green c) Fun Crackers Magic Spicy Tomato 3. Fun Candy: a) Fun Lychee Candy b) Fun Lemon Candy 4. Fun Custard Cakes: a) Fun Custard Cake Strawberry b) Fun Custard Cake Chocolate 5. Fun Soft Cakes: a) Fun Soft Cake Strawberry b) Fun Soft Cake Vanilla 6. Fun Chutney: a) Fun Mango Chutney b) Fun Boroi Chutney c) Fun Tamarind Chutney d) Fun Mixed Fruit Chutney
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7. Fun Fried Peas 8. Fun Fried Dal 9. Fun Mango Bar 10. Peanuts with Spices (Regent Airways) 1.19.2 PURE Products at a glance: 1. Pure Spices: a) Pure Powdered Chili b) Pure Powdered Turmeric c) Pure Powdered Coriander d) Pure Powdered Cumin 2. Pure Garam Masala 3. Pure Meat Curry Masala 4. Pure Biriani Masala 5. Pure Halim Mix 6. Pure Kheer Mix 7. Pure Peajo Mix 8. Pure Borhani Mix 9. Pure Beson 10. Pure Mustard Oil 11. Pure Pickles: a) Pure Mango Pickles b) Pure Olive Pickles c) Pure Mixed Fruit Pickles
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1.19.3 FUN Candy: Fun Candy is the best selling product of FUN Brand. It is produced from high quality imported and as well as local fresh raw materials with state of the art technology. To satisfy different segment of consumer, fun candy is now available in two different variants Litchi and Lemon. Both of these variants are highly appreciated by consumers specially kids. Fun candy is an easy solution to make the kids happy. It is the most available product of Fun range. Features & comparative advantage over competitor 1. Best Quality Comparable with any international brand. 2. Use of Fresh Litchi and Lemon flavor. 3. Unique combination of Color, Flavor, glossiness and taste. 4. Most Modern state of the art technology. 5. Backed up by high corporate image of ACI. 1.19.4 FUN Chanachur: Fun Chanachur is the hottest consumer brand of ACI Foods ltd with its sizzling taste. This fresh and crispy Snack is available now in spice flavor and wins the hearts of millions. Best quality raw materials are used to produce Fun Chanachur by using modern quality control technology & state-of-the-art machineries. The product is intended as a ready to eat snack food. Fun Chanachur comes in three different flavors they are Classic, Spicy and Sweet and Sour. Features & comparative advantage over competitor 1. Comparable with any national brand. 2. Unique combination of hotness and crispiness. 3. Sweet and Sour has the most unique taste and flavor in the market. 4. Backed up by high corporate image of ACI.
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Chapter 2: 2.1 Objective of the Study

Specific Objectives Identify the relevant factors used by consumer to select ACIs FUN & PURE products. Identify what consumers expect the quality to be of FUN & PURE brand and their perception regarding FUN & PURE as well. Identify the psychological characteristics of consumers that are likely to influence purchasing.
Broad Objective The objective of this study is to determine an appropriate positioning for ACI FUN brand. ACI Consumer Brands is a leading Fast Moving Consumer Goods (FMCG) company in Bangladesh. So, FUN brand should sustain the reputation of ACI consumer goods and have a contribution to the organizational goal of ACI Ltd. The whole project will focus on suggesting an appropriate positioning of FUN brand.
2.2 Review of the Related Literature

Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony. Promotion is one of the Ps in the marketing mix. Promotions have its own mix of communications tools. All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts - providing they speak consistently with one voice all the time, every time.
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This is enhanced when integration goes beyond just the basic communications tools. There are other levels of integration such as Horizontal, Vertical, Internal, External and Data integration. Here is how they help to strengthen Integrated Communications. Horizontal Integration occurs across the marketing mix and across business functions - for example, production, finance, distribution and communications should work together and be conscious that their decisions and actions send messages to customers. While different departments such as sales, direct mail and advertising can help each other through Data Integration. This requires a marketing information system which collects and shares relevant data across different departments. Vertical Integration means marketing and communications objectives must support the higher level corporate objectives and corporate missions. Check out the Hall Of Fame later for more about missions. Meanwhile Internal Integration requires internal marketing - keeping all staff informed and motivated about any new developments from new advertisements, to new corporate identities, new service standards, new strategic partners and so on. External Integration, on the other hand, requires external partners such as advertising and PR agencies to work closely together to deliver a single seamless solution - a cohesive message - an integrated message.
Positioning is the resulted perception that happens in the minds of the target market. It is the aggregate perception the market has about a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions.
A product's position is how potential buyers see the product. Positioning is expressed relative to the position of competitors. The term was thought up first in 1969 by Al Ries and Jack Trout in the paper "Positioning" is a game people play in todays me-too market place" in the publication Industrial Marketing.
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In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market.
Major marketing communication tools: The major communication tools in marketing are advertising, public relations, sales promotion, personal selling, and direct marketing. Some authors also include product design or package, point of-purchase displays, Internet communication, etc.
Advertising Advertising is a very important tool on the earlier stages of the response hierarch models. Due to its public presentation, persuasiveness and amplified expressiveness, advertising campaigns can help reaching high levels of awareness about the product, the brand or the company. Also advertising could be successful in building a long-term image for a brand (such as Absolute, Coca-Cola, etc.) Advertising is cheaper than sales promotion and more expensive than public relations, but often evokes negative feelings (such as annoyance, anger, distrust, etc.).
Sales promotion Sales promotion campaigns offer a distinctive purchase invitation. This sort of programs also offers some kind of stimulus (discount, free sample, etc.). They are preferable in the cases of new product launching, sales stagnation, etc. But, the effects of sales promotion are usually short run and do not build long run brand preference.
Public relations or PR The major characteristics of public relations are: high credibility, off guard, and dramatization. People accept the PR campaigns as news, not as paid publication. That's why they trust to PR messages. The basic problems of the PR campaigns are connected with the low level of control on what, where, and when is said.
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Direct marketing The direct marketing approach is based on databases containing the names and characteristics of potential customers. As a result, the direct marketing offers greater possibilities in measurement of the effectiveness of database programs. But this communication tool is the most expensive in the context of fast moving consumer goods or FMCG. Combining the marketing communication tools in a solid and well-balanced campaign is more effective. The integrated marketing communication programs give chance to low budget campaigns.
2.3 Statement of the Problem

Positioning is very important for the ultimate success of a product. In fact, it is more important than the actual uniqueness, although products that are defectively manufactured will not succeed in the long run on the basis of image only. Most of the new products fail because they are perceived as me too offerings that do not offer potential consumers any additional advantages or unique benefits over competitive products. The benefits featured in a products positioning must reflect attributes that are important to and congruent with the perceptions of the targeted consumer segment.
This "Intangible" positioning can be done through Brand Communication. This Brand Communication includes advertising, promotions, public relations etc. While developing positioning we have to look into a host of factors, i.e. brand name attributes, key benefits, product deliveries etc.
Through communication marketers position the product and the brand image is created. As technology barriers break down and competing products become more and more similar to each other, often the only form of differentiation available is brand positioning.
Based on the above discussion, it is very easy to understand the uniqueness of this study. As ACI launched their FUN brand in a saturated generic consumer brand segment, so it is more vital than anything for this particular product to be positioned appropriately. It is redundant to say that positioning is the most important factor for a new product to be successful in the market,
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especially when it is a saturated market. So it is necessary to judge the effectively of integrated marketing communication program to create a positive brand image and especially familiarize potential customers to the brand name FUN.
2.3.1 Current Positioning of FUN range: The demographic profile of the target audience will vary from product to product under the same Fun Range. The need state may also be different (for instance, for Litchi candy and Lemon candy). However, all the products under the Fun range should target to consumers who share similar psychographic and behavioral characteristics as following.
The target consumers of the Fun products are individuals who are fun loving and social in nature. They are trendy, cheerful, love social belongingness. Socializing and chit chat with friends, family and peers are one of their favorite pass time. Irrespective of the age they are young at heart. They are the innovators or early adopters while choosing new products in the market and have exposure to different mediums of communication.
While the brand is positioned towards the above target group, it would like to bring out fun and happy moments across psychographic segments.
2.3.2 Current consumer behavior or mindset: Consumers take candy and/or chanachur, chutney mostly during their leisure time or while doing something else like gossiping and chit chatting. Except for children, who take candies for their sweet taste and to have some fun. These products act as a companion while gossiping and socializing with others. And very few consumers take these products alone as a regular habit. Consumers are not much loyal among brands while purchasing candy, chanachur or chutney. They mostly choose among some of their preferred brands. Candy, chanachur or chutney are more or less impulse in nature, meaning not much thought is given by consumers while purchasing those. However, like any food product, taste perception still carries a lot weight while choosing among the available brands.
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Most consumers purchase candy and snacks from nearby grocery/ convenience store or tobacco plus outlet (especially important for candy). In case of chanachur, consumers are moving towards the Hot or Jhal and newly Barbeque or Tanduri flavors.
2.4 Development of Conceptual Framework
The conceptual framework for the proposed study is presented below:
Integrated Marketing Communication (IMC) i. Advertising ii. Sales Promotion Public Relation Direct Marketing
Brand Awareness
iii. iv.
Figure: Conceptual Framework of Research Variable and their Relationships.
As the research topic is Effectiveness of Integrated Marketing Communication (IMC) Program in creating brand awareness in the context of ACI Foods Limited so the Dependant variable will be Brand Awareness among the potential consumers and as ACI Foods Ltd. does Advertising, Sales Promotion, Public Relation and Direct Marketing as IMC program so those four will be In dependent variables.
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2.5 Research Questions
The research report is aimed to answer the following questions: Was the IMC launched for the brand FUN effective ? Was the IMC launched for the brand FUN effective as PURE? Is their consistency between the IMC and brand image? Does FUN & PURE Brand have a different image than the mother brand ACI? Are People familiar with the brand FUN & PURE? How effective is the present brand building strategy for FUN?
2.6 Hypothesis
Snacks are not a product which displays status symbol. People buy it very often and it is considered as a fast moving consumer good. There are few existing competitors in the snacks market of Bangladesh. PRAN, RUCHI, BD etc. for instance are some competitors. The price of the snacks is not very high and there are very few points of difference. On the other hand PURE is another brand of ACI Foods Ltd. it produces spices and other daily food products. In this empirical study the assumed point of difference if IMC and brand awareness. The hypothesis has been developed based on these four assumptions: H1: IMC of FUN has created brand awareness. H2: IMC of PURE has created brand awareness. H3: IMC of PURE has been successful in creating brand awareness. H4: IMC of FUN has not been successful in creating brand awareness.
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2.7 Research Methodology

2.7.1 Research Design: This research will focus solely on determining an appropriate positioning for a new product line for a well-known company. So, the basic nature of this research is descriptive and it is not a continuous research. As the company is trying to determine the positioning of a new Brand; therefore, the research should be done on the basis of quantitative research techniques.
As this research is aimed to know that how consumers are aware about the FUN and PURE Brand by judging the IMC programs, so it appropriate to use quantitative marketing research techniques basically questionnaire survey to judge the hypothesizes.
The basic premise of the customer based brand equity (CBBE) model is that the power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experience over time. In other words, the power of a brand lies in what resides in the minds of the customers. The challenge for marketer in building strong brand is ensuring that customers have the right type of experiences with products and services and their accompanying marketing programs so that the desired thoughts, feeling, images, beliefs, perceptions, opinions and so on become linked to the brand.
2.7.2 Sampling Method: As I am a student and all the expanses of this research has been bear by me so it is not possible to conduct a research in a huge form and sample size is very limited. Population of this research will be mainly the youth segment because FUN if more of a youth brand and the positioning is targeted towards the youth. Census will not be used because the population is very large. Sample of the population will be taken on a random basis. The size of the sample is 30 respondents.
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2.7.3 Survey Instrument: To gather data a questionnaire survey has been conducted. The questionnaire survey is the most effective method for this study to collect the data for the following reasons Respondents anonymity can be maintained Survey has been conducted on 30 respondents. It is not be possible to conduct personal interview because of time limitation. Therefore, a questionnaire survey will be the most appropriate one for the current study. But still I have conducted some personal interview too. The Internet facility is not widespread in our country. Therefore, online survey was inappropriate for the study. The data gathered through questionnaire is easy to put in quantitative analysis. It takes less time to fill up a questionnaire. Therefore, the respondent was not reluctant in providing accurate data.
The questionnaire for the survey was designed in such a manner so that it reflects the perceptions, buying behavior, association, awareness, knowledge, judgment, feelings and imagery of the brand. Based on these information the CBBE model can be developed.
2.7.4 Data Collection Procedure: When the data is collected to determine the product concept or the positioning for a new product, extensive data is required. There two very general forms of data are available. Data has been collected from primary source as well as from secondary source. Primary data will be collected through interviews, surveys and sample testing. For secondary data, help of some printed
journals and articles, websites and other printed materials will be taken. Therefore, the researchers will require primary data to investigate research questions. To collect data from the primary sources, the researchers will use the questionnaire survey method. This method is commonly used in consumer surveys to collect data from primary sources. That means the questionnaire will be distributed among the respondents in this case students of universities and colleges through myself. Numerous reasons accounted for the choice of this research method. First, it allows large amounts of information to be obtained at a relatively low cost. Second,
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more accurate responses are obtained because interviewer bias is avoided. Finally, the number of non-usable questionnaires is reduced since the personal contacts tend to make respondents more cooperative in completing the questionnaires. 2.7.5 Data analysis procedure: Due to the time constrain and instruction by my supervisor all the questionnaire data will be calculated in the MS Excel Spreadsheet and will be shown graphically by various tables in percentage and various pie charts.
2.8 Scope and Delimitation of the Study

The study has immense scope. I will get the chance to analyze all the brand elements of the brand FUN and PURE and suggest ways to improve them. Through consumer surveys and interviews I will collect the primary data. My supervisor at ACI foods will also help me with secondary data. I will also take help from online journals and articles to collect secondary data as well. Since I will work with brand awareness, brand building strategies and distribution network so I will get to gather lots of real life information. The only problem I might face is regarding timeframe. I have to gather lots of information within a very short period of time.
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Chapter 3: Analysis and Interpretation of Data

To understand the market and get information about customer insight, an extensive survey was conducted. Basically there were two questionnaires each for FUN and PURE. The questions of the survey were designed in such a manner so that consumer brand awareness and their behavior towards snack and spices brand can be revealed. The total respondents were 30 people. The respondents were mainly university students and some students from college and their age group is between 18 to 25 years. The questions of the survey and the response from the participants are discussed below:
3.1 Interpretation of Questionnaire 1 (FUN):

(See Appendix 1.1 for the sample questionnaire 1)
1. Which of the following brands would you prefer to use?
The first question was regarding the usage of the snack brands of Bangladesh. In the snacks market the main competitors of FUN are Pran, Ruchi and BD. Bombay sweets is another potential competitor but since they are operating only in the chips and Chanachur market, thats why they were not included in the questionnaire. 43% of the total people that is 13 people said that they would prefer to use the products of Pran. This shows that Pran has the highest consumer
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awareness. 27% of the people that is 8 people said that they would prefer to use products of Ruchi. 17% people that is 5, said that they would prefer to use BD and 10% said that they will prefer other brands. Only 1 person said that s/he would like to use products of FUN.
Question
Option 1
Option 2 RUCHI 8 27%
Option 3 FUN 1 3%
Option 4 BD 5 17%
Option 5 Other 13 10%
Which of the PRAN following 13
brands would 43% you prefer to use?
2. Before this survey have you ever heard the name of the brand Called FUN?
Out of these 30 people 47% that is 14 people said that they never heard of the brand FUN. 9 people that is 30% of the people said that they are aware of the brand but they never used it. This proves that there is some sort of exposure of the brand to the people but the exposure is not attractive enough so that people could buy and use the products of fun. 20% people said that they once or sometimes used it. Only 3 percent that is 1 respondent buy it regularly.
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Question Before survey
Option 1
Option 2
Option 3
Option 4
this Never heard of Aware have it never used it 9 30%
but Tried it once or Buy it regularly sometimes 6 20% 1 3%
you ever heard 14 the name of the 47% brand FUN?
3. How did you first hear about the Brand FUN? The third question was understood that which medium is reaching to the consumers. To find these consumers were asked to answer that from which medium they came to know about the product.
33% of the people that is almost half of the population said that they came to know about the product from TVC. So, we can assume that the TVC are attractive enough to catch the attention of the consumers. 10 percent of the total sample size that is 3 respondents comes to know about the brand by reading newspapers. 2 people that is 7% of the sample said that they came to know about the product from word of mouth. This is quiet surprising because for generic products like snacks word of mouth is an unusual medium. 3% of the people said that they came to know about the product from billboards. But most shocking is that the highest number of people that is
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47% or 14 of 30 people did not even know about the FUN Brand before this survey. So the total IMC activity of the brand is very poor and the brand awareness is very low to the consumers.
Question
Option 1
Option 2
Option 3
Option 4
Option 5
How did you TV/Radio first about product? hear the 10 33%
Newspaper/ Magazines 3 10%
Billboards
Word of Mouth
By
this
questionnaire 1 3% 2 7% 14 47%
4. How often do you buy the products of FUN?
This question was given to check that whether the consumers are aware only or they have the willingness to buy the products of FUN as well. The results are as following:
77% of the people that is 23 said that they never use/buy the products of FUN. 10% of the people that is only 3 people said that they buy the products of FUN rarely. Only 10% buys often and just 3% that is one person buy the products of fun frequently. This response from the respondents proves that people are not willing to buy products of fun.
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Question
Option 1
Option 2 Rare 3 10%
Option 3 Often 3 10%
Option 4 Frequently 1 3%
How often do Never you buy the 23 of 77%
products FUN?
5. Do you remember any of the promotional activities of FUN products?
This question was given to found out that whether the respondent could remember any IMC of FUN. In other words, to check the improvement in consumer s memory because of the IMC. 60% of the people said that they dont remember any of the promotional activities of FUN. 2 3% people said that they remember the promotional activities of Chanachur. 17% people said that they remember the promotional activities of Candy as the company advertised the product during the Eid. So this proves that the media exposure is not enough. The IMC developed was not also useful because people cant remember the promotional activities.
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Question
Do you remember any of the
Option 1 Candy
Option 2 Chanachur
Option 3 Chutney
Option 4 Crackers
Option 5 Cake
Option 6 None
5 17%
7 23%
0 0%
0 0%
0 0%
18 60%
promotional activities FUN? of
5. How do you associate yourself with FUN?
This question was given to check that whether consumer could associate themselves with FUN or not. Unfortunately 57% people said that they dont associate themselves w ith FUN. 23% people say that they have low association with the brand. And only 20% that is 6 people said that they can associate themselves moderately with FUN brand.
7. How well does the FUN brand satisfy your needs? The question was given to check that whether the brand could satisfy customer needs. 43% of the people that is 13 people said that FUN doesnt satisfy their needs. 33% people said that FUN is
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able to satisfy their need in a moderate way and 24% that is 7 people has a low satisfaction towards the fun brand.
8. Will you recommend FUN to your peers?
This question was asked to check the brand judgment of the consumers. In response to this question 33% people said that they dont know whether they will recommend or not FUN to their peers. 17% of the people said that they might recommend FUN to their peers and 20% people will recommend FUN to their peers.
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9. Do you think that the name FUN is attractive enough?
Name is one of the most important brand elements. The success of a brand heavily depends on its name. This question was given to check the attractiveness of the name. 57% people said that the name is very attractive. 26% thinks that the name is not attractive at all. 10% said that the name is ok and 7% found it very Attractive.
Question Do you think the name FUN is attractive
Option 1 Yes 17 57%
Option 2 No 8 26%
Option 3 Its OK 3 10%
Option 4 Very Attractive 2 7%
enough?
10. How well the brand FUN is positioned according to you? This question was asked to get the consumer insight. In short, their perception about the brand 57% people said that FUN is positioned very poorly. 20% people said that FUN is positioned poorly. 23% people think that it is positioned moderately. So, almost 80% people think that FUN is positioned poorly. This is alarming for the company because the perception of the company is still poor and none of the respondents think that FUN is positioned well.
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12. Where are you most likely to find FUN products?
To check the distribution system of fun and consumer availability, this question was given.
40% people said that they will most likely find FUN products in teal shops. 33% people said that they will find FUN products in small shops. 17% respondents thought that they might find the FUN products in super shops.
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13. Do you think the pricing of FUN is ok?
About the pricing 33% respondents think that it is ok, 3 percent people does not like the price of FUN range. 17% people moderately like it and most of them that is 47 percent people does not have any idea about the pricing.
13. How would you rate overall branding of FUN?
This question was asked in order to find out the consumer perception towards the overall branding of FUN.
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57% people think that the branding of FUN is Very poor. 23% people think that the branding to FUN is poor and only 20% think that it is moderate. So it can be concluded that most of the people think that the overall branding of FUN is poor.
To know about the influence of the mother brand that is ACI towards its sub brand FUN, I have surveyed the following two questions:
14. Do you know that Fun is a Brand from the house of ACI Limited?
77% that is 23 people does not even know that FUN brand is a brand from the house of ACI, Only 4 people that is13 percent people aware the fact and interestingly 10% people asked me instead.
15. Do you think that you are influenced by ACI Limited while you buy the products of FUN? Last question that was asked to the respondents that is are they influenced by ACI while buying products of FUN brand, 47% people answered that may be they are influenced, 7 percent told me that they are influenced and 46% said that they are not influenced by ACI at all while buying FUN products.
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3.2 Interpretation of Questionnaire 2 (PURE):

(See Appendix 1.2 for the sample questionnaire 2)
1) Which of the following local brands would you prefer for spices?
The first question of the second questionnaire was about the preferred local spices brand and among the 30 respondents the majority that is 30% prefers Pran. 27% told that they preffer
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Radhuni spices and both Pure and BD foods gained 20% preference. Only 3% people went for the other brands or homemade spices.
2) Before this survey have you ever heard the name of the brand Called PURE?
Out of these 30 people none of the people said that they never heard of the brand PURE. 13 people that is 44% of the people said that they are aware of the brand but they never used it.33% people said that they once or sometimes used it. 23 percent that is 7 respondents buy it regularly. 3) How did you first hear about the product?
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36% of the people that is almost half of the population said that they came to know about the product from TVC. So, we can assume that the TVC are attractive enough to catch the attention of the consumers. 30 percent of the total sample size that is 3 respondents comes to know about the brand by reading newspapers or magazines as Pure advertise through newspapers and magazines. 2 people that is 7% of the sample said that they came to know about the product from word of mouth. This is quiet surprising because for products like spices word of mouth is an unusual medium. 27% of the people said that they came to know about the product from billboards. But there was no people among the respondents that did not hear about the Pure brand.
4) How often do you buy the products of PURE?
This question was given to check that whether the consumers have the willingness to buy the products of PURE. The results are as following: 34% of the people that is 10 said that they never use/buy the products of FUN. 20% of the people that is only 6 people said that they buy the products of FUN rarely. 23% people buys often and seven people that is also 23% buy the products of fun regularly. This response from the respondents proves that people are not willing to buy products of Pure.
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5) Do you remember any of the promotional activities of PURE products?
This question was intended to know about the awareness of the promotional activity of Pure brand. Among the 30 respondents 90% that is 27 people answered Yes and only 3 people that is 10% answered NO.
6) How well the brand PURE is positioned according to you?
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This question was asked to get the consumer insight and their perception about the brand. None of the 30 people said that Pure is positioned very poorly or poorly. 47% people think that it is positioned moderately. So, it means people think that Pure is not positioned poorly. 43% of the respondents think that Pure is positioned well and 10% of the respondents think Pure is positioned very well.
7) Do you think the positioning of PURE is Better than FUN?
This question asked to judge the difference between the positioning of two brands of ACI Foods Ltd. among the 30 respondents majority that is 77% thought that PURE is better positioned than FUN. 10% thinks maybe PURE is positioned better than FUN. 13% do not sure about the matter and none of the respondents think that FUN is better positioned than PURE.
8) How would you rate overall branding of PURE? This question was asked in order to find out the consumer perception towards the overall branding of Pure. 10% people think that the branding of FUN is Very good. 33% people think that the branding to FUN is good and 57% think that it is moderately branded. None of the respondents think that the branding of Pure is Poor or Very poor.
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9) Do you know that PURE is a Brand from the house of ACI Limited?
90% that is 27 people aware about the fact that PURE brand is a brand from the house of ACI. Only 3 people that is10 percent people are not aware about the fact and no one asked me instead.
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10) Do you think that you are influenced by ACI Limited while you buy the products of PURE?
Last question that was asked to the respondents that is are they influenced by ACI while buying products of PURE brand, 33% people answered that may be they are influenced, 37 percent told me that they are influenced and 30% said that they are not influenced by ACI at all while buying PURE products.
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Chapter 4: Findings
The main purpose the project was to find out specific questions related to the brand awareness of FUN and PURE. The main question was to find out whether the IMC launched by FUN effective or not and is it better than PURE. The answer is definitely NO. Because maximum number of respondents said that they havent heard the name of the brand FUN before this survey. Very few people said that they are aware of the brand but they dont use it on a regular basis. Almost 3% of people said that they use the brand on a regular basis. So, in terms of brand awareness the IMC was a total failure. On the other hand all the respondents are aware about the PURE brand and many of them use it and also use it in a regular basis.
The next phase was to determine the ability to recall the IMC by the respondents. In this regard the respondents were asked if they remember any of the promotional campaigns of FUN. 40% of the respondents said that they remember the activities of FUN Chanachur. Others could not remember any IMC particularly. So again in terms of recalling the brand, the response is very poor. But most of the people could recall the IMCs of PURE.
In terms of media exposure, consumers were asked that from where they came to know about the product. Most of the people said that they came to know from TV. Almost 33% people said that they first heard of the product from TV. So we assume that the TV exposure is good enough compared to the other mediums. But in the case of PURE it is quite better than FUN.
Consumers have very low association with the products. They cannot relate themselves with the product. This is maybe because of the positioning of the product. The youth can not determine if the product if appropriate for them or not. Again, in terms of brand judgment and feeling the response is very poor. The feeling of the respondents toward the brand is not very positive. They are also not sure that whether the brand is able to satisfy their need or not.
Brand resonance of the brand is also very poor. There is no behavioral loyalty found in the consumers. Most of the people will not or not sure whether they are going to recommend FUN to their peers or not. This shows that there is no community association. In a question of brand
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positioning, most of the people instantaneously recalled the name of PRAN. So according to the consumers, PRAN does the best branding in snacks market.
One positive sign is that according to most of the respondents the most important element of branding is Name and most of the people think that the name FUN is good enough. So this is positive aspect for the brand. But again on the other hand most of the people thing that the positioning of FUN is moderate. This means that FUN could not achieve the desired positioning yet.
Now, if we want to put the different aspects of the findings in consumer based brand equity model then the result would look like the following;
Brand Salience: In terms of awareness the FUN brand is very poor because most of the people did not even hear about the brand. But people are aware about PURE brand.
Brand Performance: The respondents are not sure whether the brand is able to satisfy their need or not. Above all, most the respondents did not use the product of FUN but PURE products can satisfy their needs.
Brand Image: The image of the FUN brand is not well defined but PURE brand is quite ok. First of all, most of the respondents dont remember about the FUN brand and moreover they dont know for which age group the brand is positioned towards.
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Brand Judgment & Feelings: Respondents didnt find any pleasant memory with the FUN brand and most of them are not sure about recommending the product to their peers. This represents the poor association of the consumers.
Brand Resonance: Since all the block of the pyramids shows negative result towards FUN brand then this very much certain that there is lack of resonance. The consumers dont find themselves in sync with the brand and they can not remember the brand FUN particularly. But in the case of Pure most of the respondents can remember the brand.
From the above discussion it is clear that the hypothesis 1 is totally wrong. The IMC launched by FUN was not successful and it could not generate the amount of awareness which it was intended to. So, hypothesis 4 is correct. On the other hand both hypothesis 2 and 3 are correct regarding PURE.
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Chapter 5: Recommendations & Limitations
5.1 Recommendations:
ACI should first define its target consumers. The brand is mainly targeted to the child and youth segment. But the message is not conveyed properly to its target consumers. There is a thin line between child and youth segment. If the youth perceive that this product is targeted toward the children then they will not buy this. So, the positioning has to be done carefully.
FUN should develop proper points of difference from its competitors. The market is generic and if there are no strong points of differences then people will not remember the product and they will not buy as well.
In this survey most of the people said that besides name character is another important brand element. So, FUN should develop a character which would represent the brand. The character could be animated or real life character but above all, it should be catchy enough to attract the attention of the target group.
The TV exposure of the brand is satisfactory but the newspaper, radio and billboard advertising is not satisfactory at all. None in the survey said that they came to know about the product from radio. Whereas, radio is a powerful medium these days, the radio exposure should be increased. Billboards should be placed in front of schools, colleges and universities where it will catch the attention of the target group.
The distribution system of the brand should be modified. The brand lacks availability. It should be distributed in such a manner to that consumers can get to it anytime they want.
The TVC should be made in a more attractive manner. There should be sense of association of the consumers. Consumers will not be attracted toward the brand if they dont attach themselves with it. The points of differences should be made clear in the advertisements.
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The brand is facing a big time problem of image dilution. People can not separate the advertisement of FUN from its competitors. Whenever you ask them about candy, chutney or Chanachur the name of PRAN pops up in their minds. This is very alarming. This could be only modified by strong advertising and points of differences as well. Though the brand image of parent brand ACI doesnt go with the image of FUN but still the parent name could be more focused in the packaging and advertising. Because ACI carries the sense of security, so people might be attracted to use products which is manufactured from the house of ACI.
5.2 Limitations
While doing this research, several difficulties were faced. These are mentioned below:
There was not enough up-to-date information regarding snacks and spices industry of Bangladesh. There was time constraint also. 3 months is not enough to conduct an extensive research individually. Respondents were not helpful enough to get a perfect picture of consumer behavior towards snacks and spices. There was financial constraint as well. The survey was conducted only on the students. The sample may not accurately give the perfect picture of consumer behavior or perception towards branded snacks of the whole population.
The sample size was not large enough to conclude that the result is perfect. Respondents are not very aware of all brands of snacks and spices and sometimes they are bit biased to some specific brand.
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Chapter 6: My Work Responsibilities at ACI Foods Limited
6.1 My responsibilities:
I joined at ACI Limited mainly ACI Foods Ltd. signing a contract as an intern started from 23rd May 2012 for a period of 3 months till 22 nd August of 2012 as a requirement of my internship. From the beginning I worked directly under the supervision of Senior Brand Manager of ACI Foods Ltd. in a special project assigned by the supervisor. My work station was located at ACI Centre, 245 Tejgaon Industrial Area, Dhaka - 1208. As I was working at ACI Foods Ltd. and supervised by Sr. Brand Manager so I had to look after both the brands of ACI Foods Ltd. they were FUN and Pure. Some major responsibilities of mine at ACI Foods Ltd. are given bellow:
6.1.1 Production and sales checking: My regular office hour used to start at 8.30 a.m. and my first duty of everyday was to check the production and the volume of sales happened in the last working day. The software called SDMS at ACI has all the information about the how much product produced and sold. This SDMS software can show the sold items of every day, week, months or whatever I need to know. I had to show the sales volume of every month to my supervisor in MS Excel in a printed or soft form. Sometimes I had to show some specific products sales of a specific period of time.
6.1.2 Market Visit:
Several times I had to visit various markets to see what consumers a seller wants and their thoughts about our products. I have visited big markets like Karwan Bazar, Mohakhali, Banai Bazar, Tongi Bazar and manay shops of Dhaka and Gazipur to get the feedbacks about our products from consumers as well as sellers. (See Appendix2.1 for market visit report)
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6.1.3 Competitor Tracking: One of my most important and exciting job was to track the competitors product, pricing and promotional activities. I used to go various places or shops to know about the change in pricing, packaging, product size and promotional activities. My supervisor used to give instructions and I had a printed form about what information I need to collect and I had to gather them in a given time and report it to the boss as soon as possible. And I had to put all the information about change in pricing and update it weekly. (See Appendix2.4)
6.1.4 Promotional planning and execution: One of my duties was to go to the market and see what other companies are providing as a gift with the product. I had to collect those gift items in any means possible and stock them as a sample. Sometimes my boss discussed about what can be given or provided to the consumers as a gift or promotion with our products. I visited many places to collect and deliver samples of those gift items and merchandise them.
6.1.5 Product Testing: Another regular duty of mine at ACI Foods Ltd. was to run a product testing survey. As I worked at a food product company so regularly I used to get new product or products that has been modified or changed recipe. Sometimes the company produces sample products with different taste and flavor, so it was my duty to run a test or survey to taste the products by random people to get the best possible preferable new flavor for the new product. After the test I used to make a report on the findings and show it to my boss and also collect small amount of the product and store it in the vault by tagging the date and name or code of the product.
6.1.6 Filling Important Documents: Another day to day work of mine was to collect important documents like work orders, price circular, newspaper advertisement and other documents from my supervisor or boss and if needed copy or print those and keep them in a safe file so that it can be found easily when needed.
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6.1.7 Sales force tracking: Tracking the sales force of ACI Foods Limited was one of the most crucial works at the company. I used to talk with the sales team of ACI Foods Limited at a regular basis and ask them about the condition of current and future sales. I used to call Zonal sales managers, Area sales managers, Sales supervisors and also Sales representatives of Dhaka and other sales areas of Bangladesh. (See Appendix 2.3)
6.1.8 Market returns handling: My last responsibility at ACI Foods Limited was to handle complaint products and market returns. My work was to create a list of returns (See Appendix) where there will be details of distributors and especially their names, addresses and special code given by ACI Foods Ltd. admin. Also which type of products they are returning their SKUs, total price and dealer point prices. (See Appendix 2.2)
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Findings & Recommendations

6.2 Findings: ACI Foods Limited is a manufacturer, marketer, and distributor of various branded food products especially snacks and spices. This is totally marketing based company combined with two different brands namely FUN & PURE. As I worked there for three months I am quite familiar with ACI Foods Limited. Like any other business organization ACI Foods Limited also has some problems. One of the most important problems at ACI Foods Ltd. is lack of job satisfaction among the employees. For this reason employee turnover rate is high in the organization. Another problem is the working procedure is too long and time spending. A simple paper, for example a petty cash voucher needs to be signed by four authorities. So there is nothing that can be done instantly without the signature of various departments. On the other hands sometimes autocratic leadership rises among the bosses. Last but not the least the working hour at ACI Foods Limited is too lengthy. It starts from 8.30 am till 6.30 pm that is 10 hours. So sometimes it creates boringness among employees.
6.3 Recommendations: Like all other organizations ACI Foods Limited has problems but they are not that huge. By
taking very few steps those problems can be solved. So these are some remedies for ACI Foods Limited: Higher authorities should support employees more More friendly relationship among managers and executives Employees should be given more power in decision making Autocratic leadership should be prohibited Working hour should be bring down to 8 hours
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Conclusion
ACI is operating its FUN and PURE brand in a very competitive saturated market. In this market consumers are not well aware of the brands operating and only two or three brands have top of the mind positioning. This is very tough to make a separate positioning in the market and create certain points of differences. PURE brand has positioned well in the market. Still, FUN brand could be positioned in a better way since ACI has a good corporate image and financial backup as well. To gain the Top of the Mind position in consumers mind, ACI should conduct an extensive promotional campaign in which ACI must communicate clearly, precisely about its positioning. Acquiring Top of the Mind position is very important to be the market leader. ACI should also have keen look at its distribution facilities for snacks market. Distribution is the key success factor for any growing market. ACI should have a close look at what its competitors are doing. In this respect price is the most important issue. ACI should try to minimize its production cost of FUN and try to sell it at lowest possible price as the entire competing brand selling the product of almost same benefit. Consumers are likely to consider price as the decision making tool when they buy. So, price should get highest priority when it is set.
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References
I.
Schiffman, L.G. and Kanuk, L.L. (2004) Consumer Behavior (8 th edition). New Delhi: Pearson Education, Inc. Keller, K.L. (2010-11) Strategic Brand Management (3rd edition). New Delhi: Pearson Education, Inc. Cooper, D.R. and Schindler, P.S. (2011) Business Research Methods (9 th edition). New Delhi: Tata McGraw Hill Education Private Limited.
II.
III.
IV.
http://www.aci-bd.com (Retrieved on: 15.08.2012)
V.
http://www.aci-bd.com/sub_food.php (Retrieved on: 15.08.2012)
VI.
http://en.wikipedia.org/wiki/Integrated_marketing_communications (Retrieved on: 1508-2012)
VII.
http://en.wikipedia.org/wiki/Positioning_(marketing) (Retrieved on: 15-08-2012)
VIII.
http://www.multimediamarketing.com (Retrieved on: 15-08-2012)
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Appendix
53
Appendix 1: Research Questionnaires
Questionnaire # 1:
Name: Contact No:
Tick on the preferred answer of each questions bellow:

1) Which of the following local brands would you prefer for snacks?
PRAN RUCHI FUN BD Others
2) Before this survey have you ever heard the name of the brand Called FUN?
Never Heard of it Aware but never tried Once / tried sometimes Buy it regularly
3) How did you first hear about the product?

TV/Radio Newspaper/Magazines Billboards Word of mouth Never heard of it
4) How often do you buy the products of FUN?

Never Rare Often Frequently
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5) Do you remember any of the promotional activities of FUN products?

Candy Chanachur Chutney Crackers Cake None
6) How do you associate yourself with FUN?

Very Low Low Moderate High Very High
7) How well does the brand satisfy your needs?

Very Low Low Moderate High Very High
8) Will you recommend FUN to your peers?

Yes No Maybe Highly
9) Do you think that the name FUN is attractive enough?

Yes No Its Ok Very Attractive
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10) How well the brand FUN is positioned according to you?

Very Poor Poor Average Good Very Good
11) Where are you most likely to find FUN products?

Tea Stalls Small shops General stores Super shops Everywhere
12) Do you think the pricing of FUN is ok?

Yes No Moderate Dont know
13) How would you rate overall branding of FUN?

14) Do you know that Fun is a Brand from the house of ACI Limited?
Yes No Is it?
15) Do you think that you are influenced by ACI Limited while you buy the products of FUN??
a) Yes b) No c) Maybe
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Questionnaire # 2:
Name: Contact No:
Tick on the preferred answer of each questions bellow:

1) Which of the following local brands would you prefer for spices?
PRAN Radhuni PURE BD Others
2) Before this survey have you ever heard the name of the brand Called PURE?
Never Heard of it Aware but never tried Once/ tried sometimes Buy it regularly
3) How did you first hear about the product?

TV/Radio Newspaper/Magazines Billboards Word of mouth Never heard of it
4) How often do you buy the products of PURE?

Never Rare Often Frequently
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5) Do you remember any of the promotional activities of PURE products?

Yes No High Very High
6) How well the brand PURE is positioned according to you?

7) Do you think the positioning of PURE is Better than FUN?

Yes No Maybe Dont know
8) How would you rate overall branding of PURE?

9) Do you know that PURE is a Brand from the house of ACI Limited?
Yes No Is it?
10) Do you have any influence of ACI Limited while you buy the product of PURE?
d) Yes e) f) No Maybe
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Appendix 2.1: Market Visit Report
ACI FOODS LIMITED

Market Visit Report
Name & Designation: Md. Mehedi Hasan Mollah, Intern, ACI Foods Brand/Product under Observation: ACI Foods Products Objective: Checking presence of products and the depth of the presence, collecting information on how well products are moving and how well competitors products are moving. Visited Market: Agora (Mirpur), Nandan (Mirpur), Prince Bazar (Mirpur), Care Family (Mirpur), G-Mart (Mirpur), City Shopping Mall (Mirpur). OBSERVATIONS: Agora (Mirpur): Brand Available: Spices (200 gm packs of Pure Powdered Turmeric and Pure Powdered Chili are available,), Pure Mustered Oil 200 and 500 ml bottles are available, Pure Halim Mix 200 gm are available. Brand unavailable: Pure Powdered Coriander, Pure Powdered Cumin, Pure Meat Curry Masala, Pure Garam Masala, Pure Kheer Mix, Pure Aromatic Rice, Pure Plain Toast and Pure Puffed Rice are totally unavailable at Agora (Mirpur). Depth of brand presence: The depth of presence of product is not significant; product visibility is not that good. Comment: Competitor products have strong presence in the shelves like Radhuni Mustard Oil, Radhuni/Pran/Aftab/fresh Spices, Pran toast, Ruchi puffed rice and others. Radhuni curry masala/kheer mix/halim mix is mostly available. Nandan (Mirpur): In Nandan (Mirpur) I could not find any products of Pure as per the list. Prince Bazar (Mirpur): Brand Available: Spices (100 and 200 gm packs of Pure Powdered Turmeric and Pure Powdered Chili, Pure Powdered Coriander and 100 gm packs of Pure Powdered Cumin are available), Pure Mustered Oil 200 and 500 ml as well as 1000 ml bottles are available, Pure Halim Mix 200 gm are available. Pure Meat Curry Masala 20 gm, Pure Garam Masala15 gm, Pure Kheer Mix 150 gm, Pure Aromatic Rice 1 kg, Pure Plain Toast 350 gm packs are available. Date: 31 -05 - 12
59
Brand unavailable: Most of the products are available only Pure puffed rice is totally unavailable and large spice packs of 500 and 1000 gm are unavailable. Depth of brand presence: The depth of presence of product is noteworthy, product visibility is good. Comment: Most of the products are available but dominated by prince products. G-Mart (Mirpur): Brand Available: Only 200 gm packs of Pure Powdered Turmeric and Pure Halim Mix are available. Brand unavailable: Pure Powdered Chili, Pure Powdered Coriander and 100 gm packs of Pure Powdered Cumin are unavailable, Pure Mustered Oil 200 and 500 ml as well as 1000 ml bottles are unavailable, Pure Meat Curry Masala 20 gm, Pure Garam Masala 15 gm, Pure Kheer Mix 150 gm, Pure Aromatic Rice 1 kg, Pure Plain Toast 350 gm packs are totally unavailable. Depth of brand presence: Competitors products are present in shelves and more dominant than Pure products and it is hard to locate or find the available Pure product. Comment: There should be more Pure products as most of them are un available. City Shopping Mall (Mirpur): I could not find any products of Pure as per the list given at City Shopping Mall (Mirpur). Care Family (Mirpur): Brand Available: Spices (100 and 200 gm packs of Pure Powdered Turmeric and Pure Powdered Chili, 100 gm Pure Powdered Coriander and 100 gm packs of Pure Powdered Cumin are available), Pure Mustered Oil 200 and 500 ml bottles are available, Pure Halim Mix 200 gm are available. Pure Kheer Mix 150 gm, Pure Aromatic Rice 1 kg is available. Brand unavailable: Pure Powdered Chili 500 gm and 1kg, Pure Powdered Coriander 500 gm and 1kg, 50 and 200 gm packs of Pure Powdered Cumin are unavailable, Pure Mustered Oil 1000 ml bottles are unavailable, Pure Meat Curry Masala 20 gm, Pure Garam Masala 15 gm, Pure Kheer Mix 150 gm, Pure Plain Toast 350 gm and Pure puffed Rice packs are totally unavailable. Depth of brand presence: The depth of presence of product is significant; product visibility is better. Comment: Competitor products have strong presence many of Pures products are unavailable.
. 60
Appendix 2.2: Market Return Report
ACI Foods Limited
Crackers Return of Dhaka Zone: Date: August 13, 2012

Distributor Emarald Delta Enterprise M/S Omi Enterprise M/S Shotota Store M/S Ali Enterprise M/S Ronok Store Sumon Enterprise Moon Confectionary 16 Distribution Shuvarna Enterprise Shofik General Store M/S Marfot Ali Store Vandari General Store Sign Point One Johir Enterprise Moblie World Nafisa Traders Address Kafrul Mirpur 12 Uttara Dokkhin Khan Mugda Ali Bazar Shonir Akhra Jurain Bashabo Kathal Bagan Keranom Goanj Abdullahpur Lalbagh South Kuni Para Jonson Road Moulovi Bazar Code FD XP QS SM X8 ZJ RS VJ Y8 UT YO W7 UL XQ X7 TS UN 25gm 380 940 515 651 436 1788 325 620 405 1200 82 4000 1100 867 475 609 188 DP 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 7.76 Total 2948.8 7294.4 3996.4 5051.76 3383.36 13874.88 2522 4811.2 3142.8 9312 636.32 31040 8536 6727.92 3686 4725.84 1458.88 12gm 153 0 132 437 74 0 75 170 0 0 125 1475 900 139 5584 491 32 DP 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 4.76 Total 728.28 0 628.32 2080.12 352.24 0 357 809.2 0 0 595 7021 4284 661.64 26579.8 2337.16 152.32
. 61
Appendix 2.3: Sales Tracking

Customer and Product wise sales Tracking For the Business : ACI Foods Limited Date from : 6/10/2012 To : 6/10/2012 FDCI - Fun Litchi Candy 250pcs jar+20pcs free Sold QTY > = 1
Level Level1Name 1 Central Depot YO13 YO26 YO30 Md. Ashadullah (Dhaka B) S M Hafiz Al Asad Md.Masud Rana S M Toffajjel Hossain (Dhaka C) Md.Monir Hossain Hazra Md.Ali Akbar Code Customer Name InvoiceNo Purchase d QTY
O002 YO00XQ YO00UX M/s Sain Point One-Gulshan M/s Mowrin Enterprise-Badda
Md. Bashir Uddin Miah YO1200343 5 YO1200343 4 Md. Zabedur Rahman YO1200342 9 YO1200343 2
119 284 403
YO19
O003
YO0P YO25
YO00V0 YO00XY
M/s Shovona Enterprise 1 -Kathalbagan M/s Turjo Traders-Mirpur
180 70 250
YO1B YO1 O YO1D YO1X
Md. Kamrul Hassan -Jessore Vacant
O005 YO00JR M/s Sumon & Brothers
Vacant (South Bangal Zone) YO1200340 6 Sujal Kumar Roy YO1200340 7
63 63
Bogra & Rangpur (North Bangal) Md.Hanif Sardar Azim Uddin (Sylhet) Md.Azim Uddin
O006 YO00ST M/s Tanvir Enterprise-Rangpur
82 82
YO14 YO1F
O00 A YO00GK M/S Friends Enterprise
Vacant (Savar) YO1200343 3 60 60
YO1A YO28 YO2A YO2K YO2K YO2K YO2Z YO2Z
Syed Harunur Rashid Md. Harunur Rashid Md.Amzad Hossain Md.Nabab Ali Md.Nabab Ali Md.Nabab Ali Md.Ujjal Hossain Md.Ujjal Hossain
O00 A YO00W Q YO00RB YO00J4 YO00NY YO00UU YO00QA YO00X6 M/s A.S Traders-Joydebpur M/s Momtaj Store-Basail M/s Sathi Enterprise M/s Hasan Enteprise-Sherpur M/s Tonmoy Enterprise-Jamalpur M/s Faruk Enterprise-Gazipur M/s Sowad Traders- Mawna
Vacant (Savar) YO1200340 4 YO1200341 9 YO1200341 7 YO1200340 9 YO1200342 1 YO1200342 7 YO1200341 4 120 168 141 66 82 96 31 704
. 62
YO1E YO0 Q
Md.Yasinur Rahman Md.Obidur Rahman
O00 A YO00V W M/s Yasin Enterprise-Konabari
Vacant (Savar) YO1200342 3 58 58
YO1C YO0V YO1D YO1D YO1Z YO23 YO2B YO2C YO2D YO2U
Md. Babul Akhtar Altaf Hossain Md. Mozammel Haque Md. Mozammel Haque Sree Protim Majumder Md.Nur Alam Md.Shahidul Islam Md.Shafiqur Rahman Ananda Chowdhury (Ashif) Vacant
O00 B YO00DA YO005L YO005S YO00XF YO00YH YO00T3 YO00W C YO00U7 YO00SV M/S Rattry Enterprise M/S Saha Varities Store/Saha Enterprise M/S Dadon Miah/ Patwary Enterprise M/s J.S.S Enterprise-Laksham M/s Rafik Enterprise-Munshigonj M/s Hamima Enterprise-Chandina M/s Bhuiyan Store-Feni M/s Mijanur Rahman & Son's M/s Salman Store-Laxmipur
Md. Babul Akhter (Comilla) YO1200341 2 YO1200341 3 YO1200340 8 YO1200341 0 YO1200344 0 YO1200340 5 YO1200341 5 YO1200341 8 YO1200344 1 Vacant (Chittagong) YO1200342 0 YO1200343 0
60 288 66 568 179 263 178 177 120 1899
YO0L YO16 YO18
Md. Abu Zahid (Chittagong A) Md.Mojibur Rahman Md.Shakhawat Hossain
O00 D YO00QB YO00PK M/s Sufian Enterprise-Agrabad M/s Abdul Hakim Store
72 94 166
63
Appendix 2.4: Competitor Tracking ACI Foods Limited
Competitors' price and Trade offer of Chanachur

Area: Date: Dhaka Zone 17-07-12
Product Name Pran Normal Pran Jhal Ruchi (BBQ) Ruchi Jhal Small Ruchi Chanachur BD Jhaal BD Normal BD Tandori FUN H nS FUN Sweet n Sour FUN Classic SKU 35 35 40 40 40 35 40 40 35 35 35 NSI TP 5.76 5.76 8.00 7.25 MRP 7 7 10 8 8 6 8 8 7 7 7 Parity Trade offer 12:01 12:01 12:01 12:01 12:01 12:01 12:01 12:01 Source date
17-07-12
17-07-12 17-07-12
Product Name Pran Normal Pran Jhal Ruchi (BBQ) Medium Ruchi Jhal Ruchi Chanachur BD Jhaal BD Normal BD Tandori FUN H nS
SKU 70 70
NSI
TP 12.00 12.00
MRP 15 15
Trade offer
Source
date
85
14.50
17
12:01
70
14
. 64
Product Name Pran Normal Pran Jhal Ruchi (BBQ) Large Ruchi Jhal Ruchi Chanachur BD Jhaal BD Normal BD Tandori FUN H nS
SKU 135 135 170 150 170 200 150 170 140
NSI
TP 21.00 21.00 31.50 28.50 28.50
MRP 25 25 36 32 36 38
Trade offer 12:01
Source
date
12:01 12:01
06-0812
21.20
25 36 25
12:01
06-0812
Product Name Pran Normal Pran Jhal Family Ruchi (BBQ) Ruchi Jhal Ruchi Chanachur BD Normal BD Tandori FUN H nS
SKU 350 350 350 350 350 350 350 340
NSI
TP 50.00 50.00 55.50 55.00 54.40 45.50
MRP
Trade offer 12:01 12:01
Source
date
55
55 62 62 62 52 60 50
0:01 12:01
6/8/2012 6/8/2012
65

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Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Md. Mehedi Hasan Mollah ID 0830040

INDEPENDENT UNIVERSITY, BANGLADESH September 2012

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Md. Mehedi Hasan Mollah ID 0830040

has been approved September, 2012

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Chapter 1: Company Overview

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

1.5 Vision To realize the mission ACI will:

Quality Customer Focus Fairness Transparency Continuous Improvement Innovation

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

To work against all forms of corruption, including extortion and bribery.

1.12 Strategic Business Units:

Pharmaceuticals Consumer Brands & Commodity Products Agribusinesses:

1.13 ACI has the following subsidiaries:

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

1.14 Joint Ventures:

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

1.17 ACI Pure Flour Limited:

1.18 ACI Foods Limited:

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

1.19 Organizational Structure of ACI Foods Limited

Senior Brand Manager

Figure: Organizational structure of ACI Foods Limited.

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

1.19 Brief of Product Line

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Chapter 2: 2.1 Objective of the Study

2.2 Review of the Related Literature

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

2.3 Statement of the Problem

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

2.4 Development of Conceptual Framework

The conceptual framework for the proposed study is presented below:

Figure: Conceptual Framework of Research Variable and their Relationships.

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

2.5 Research Questions

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

2.7 Research Methodology

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

2.8 Scope and Delimitation of the Study

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Chapter 3: Analysis and Interpretation of Data

3.1 Interpretation of Questionnaire 1 (FUN):

1. Which of the following brands would you prefer to use?

Effectiveness of Integrated Marketing Communication (IMC) Program In Creating Brand Awareness

Option 2 RUCHI 8 27%

Option 5 Other 13 10%

Which of the PRAN following 13