The ACME Agrovet New

The ACME Agrovet & Beverages Ltd Introduction
Chapter 1
1.0 Introduction
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Bangladesh is a developing country, day by day the number of organization is increasing. So it is very difficult to choose any organization where have chance to learn something for future development Marketing is one of the most important parts for every production and service oriented organization. Without marketing, any organization cannot make any place in the market. If any organization want to make position in the market than that organization must need the present information about the product or service. However, it is very difficult process to get the present information of market situation. Marketing survey is one the important procedure to know who are the actual customers, what their demographic conditions, what category they hold, media habit and others information about the customers, and provide some information on competitors. Therefore, a marketing manager can know all of this information by doing marketing survey and get the preparation for the next step. I have done my internship program in ACME Agrovet & Beverages Ltd. Since 1954, The ACME Laboratories Ltd. has been doing their operation in Bangladesh and today, it is one of the most successful business conglomerates having sister concerns and investments in various sectors in lot other areas in Bangladesh. The ACME Agrovet and Beverages Ltd. a sister concern of The ACME Laboratories Ltd. This paper prepared based on Consumer Perception analysis with four products, Juice, Water, Spice and Tea. In addition to the Consumer Perception analysis of those products, this paper also provides us with a brief set of recommendations to what this company can do in order to enhance their market share.
1.1 Origin of the study

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I have done my internship program in ACME Agrovet & Beverages Ltd. I was placed in the Marketing Department (Brand Division) in Head Office, Kallaynpur, Mirpur Road. I joined the program on April 1, 2012. During my internship period, I had not any specific organizational position. I worked there five days in a week. My office hour was 8:30am to 6pm. At the first day of my internship Mr. Md. Allama Mursed Muneem, Marketing Manager, tell me about my duties and responsibilities and then, Ms. Moniza Islam, Brand Executive, introduce me to whole staff of marketing department. And my duties are given below: Regular market visit for finding opportunities to enhance sales volume& submit Visit report. Perform Household campaign as a promotional activity of the product & submit campaign report. Distribute free Sample (Spice) in different location to get Consumer Opinion on the particular brand (Acme Spice) Factory Visit with different university students as a opportunity for the university student to experience the world class infrastructure and production process Handling of Tea, Spice, Juice and Water under Media Manager and Category Manager. Assisting Media Manager in new product development Design of Corporate Advertisement Design of Media Scheduling. Participation in Presentation of Agencies regarding handling of brands Development of proposal & Market Research.
1.2 Objective of the Report

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Obviously, the research would lead us towards what information we want from the market. Therefore, it is very important for us to have objectives of our own to carry out the research in order to have a proper guideline throughout the research. 1.2.0 Broad Objective To find out and analyze the current market scenario of the portfolio ACME and come up with different promotional strategies for ACME Premium Drinking Water, ACME Premium Classic Mango and Orange Juice, ACME Spice and ACME Premium Gold Tea. 1.2.1 Specific Objectives To analyze the current market and compare the market shares. To find out the consumers preference of existing products. To find out consumers perception of ACMEs Brand elements. To design promotional strategies for each of the products under ACME Portfolio.
1.3 Research Scope & Design
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For overall products perception, the sample size would be 150. For overall company products perception, the sample would be mainly households, businesspersons, Students and different professionals people. The sampling will be done in Dhaka district. This research is an exploratory one and both qualitative and quantitative data is used. My research is based on primary research carried out through surveys. I have tried to identify the research problem stated in Problem Statement and come up with hypothesis; I would try to develop research questions. Based on the research question we would go on to develop a questionnaire, which will be pre-tested and modified to give us the final questionnaire. Then collect data from our target sample (mentioned in detail in a later part) through surveys.
1.4 Methodology
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1.4.0 Research Question and Hypotheses The main Research Question the study will try to answer is, identify the perception by the consumer of ACME products in Bangladesh. I have developed the following hypothesis for the research: The perception of ACME products, customer is influenced by H1: Quality of the ACME products is defined in terms of consumer need. H2: Customer preference depends on price of the products. H3: Customer Perception depends on availability and promotional activity. H4: Customer awareness depend on Products features. H5: Acceptability depends on taste and preference. H6: Customer loyalty depends on promotional commitment. H7: Higher level of fulfilling consumer need is associated with higher level of consumer Perception. H8: Packaging of the products can be attack on consumers mind. 1.4.1 Types and Sources of Information It explains sources of data to prepare the proposal. The following sources of data were used:
1.4.1.1 Primary Source of Data:
A very primary source of data has been used while preparing this research proposal. Primary data, information is collected as follows a. Communication 1. 2. b. Personal Interviews of the company personnel Surveys/Questionnaires
Observation
1.4.1.2 Secondary Sources of data: Secondary information was collected from market research reports that prepared by the ACME, like 47
Internet articles and publications of ACME, Concerned personnel from The ACME Agrovet and Beverages Ltd. Company Website 1.4.3.1 Dependents Variables: a) Perception 1.4.3.2 Independent Variables: a) Quality b) Price c) Availability d) Promotional activity e) Packaging
1.4.2 The dependent and independent variables are:
1.4.3 Data Gathering Method The required data for this research proposal was collected through the questioner survey, face to face interview with some consumers & Retailer. 1.4.4 Sampling Plan and Sample size 1.4.4.0 Study population The first step of the sampling design is defining study population. Due to the time restriction and other limitations this survey was only restricts in some places of Dhaka City such as- Dhanmondi, Mohammedpur, Motijheel, Kallayapur, Uttra and Mirpur areas of the consumers and some Retailer. 1.4.4.1 Sampling frame I was choosing up the specific number of consumers and prepare a record which will represent all consumers of my selected area. SURVEY TECHNIQUES
Techniques 47
Door to Door Dat a Depth Interview Survey
Mall Intercept
Mail
E-mail
Telephone Survey
Mystery Survey
Indiv idual
Current market structure Current level of awareness of the Consumer Consumer Perception level Consumer perception
X X
X X
X X
X X
X X
X X
1.4.4.2 Sampling method My study areas are (Dhanmondi, Mohammedpur, Motijheel, Kallayapur, Uttra, and Mirpur) and in this area a large number of people are continuing their daily life. It is impossible to make survey on all of them. As a result, I have resolute that I was used the clustered sampling. The consumers are divided into four different clusters depending on their consumption status such as ex-consumer, potential consumer, first- time consumer and regular consumer. 1.4.4.3 Sample size The total sample size for this study is 150 people.
1.5 Model Development

1.5.0 Verbal Model:
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In a verbal model a moderator engages in discussion on the Perception of ACME products with some respondents as a focus group and asking them about their Perception of the products what they like and dislike about ACME products, what should added or removed for molding their satisfaction. Moderator records their discussion as video or audio to understand better of the problem and their distinct needs. A moderator can give them to test the level of quality of ACME products as well as taste based on their previous experience on such product. Based on their response a moderator can realize the modification of the product to meet their desire need. After determining individual consumer needs from themselves, they get ready to buy the product according to their need. To fulfill their needs consumer go to the nearest shop for purchasing that product. Primarily purchasing consumer test the product to assure its quality, if the quality level exceeds his/her level in comparison with previous products consumed, results in satisfaction, again purchase and consumer loyalty.
1.5.1 Graphical Model:

Need
Buy Test Satisfaction/ Perception
Loyalty/Awareness
1.5.2 Mathematical Model:

Y= a + b1x1 +b2x2+b3x3+b4x4+b5x5
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Where, Y = degree of preference A = Constant x1 = quality x2 = price x3 = Availability x4 = promotional activity x5 = packaging
1.5.3 Scaling Techniques

I was used likert scale of questionnaire. We would like to know whether respondents are Strongly agree (5), Agree (4), Neutral (3), Disagree (2) and Strongly Disagree (1) with each statement. There is no right or wrong answers. I was asked close-ended, short length and short time question to the respondent.
1.5.4 Pre-Testing
The initially developed questionnaire was pre-tested through some model respondent. I was done this only to make sure the excellence of the questionnaire in terms of delicacy, succinctness, impartiality and understandability and so on.
1.5.5 Data Collection Method

The data was collected through questionnaire survey. If respondent is understood, then the interviewer himself will fill up the questionnaire based on the respondent answer.
1.5.6 Coding, Tabulation and Analysis Procedure

The reply of the respondent was putted into the computer for tabulation and analysis. SPSS was used to analyze the data. Regression and Correlation analysis also be used to analyze the data.
1.5.7 Probable Findings

Before conducting the research I think that this research will give us some probable findings which will ease my work and help us to make the research effective. These 47
findings may not match with the market judgments but will guide us as to what extent the existing problems are playing their part. Beside this we will be able to know which areas do we need to concentrate more as well as do research in order to solve them. Finally I will also try to identify the most effective Medias to reach out to the customers.
1.5.8 Implication
If my probable findings are to be true, ACME has to alter several of its strategies to respond to the situation. For example it ought to come up with different promotional strategies and use its promotion more effectively by using their brand elements differently.
1.6 Limitations
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Unwillingness of the respondents to go through a survey process was the main limitations of this survey. Lack of association to this kind of questionnaire may also have caused some twist of real information. Besides, the severe level of illiteracy among the majority of the stakeholders was a major obstacle to collect reliable information. This research is subject to several limitations, some of which are: Financial constraints limited the survey being done in only Dhaka City. Language barrier: The questionnaire did not have a Bengali version, which prevented us from getting a large audience to be involved in the survey. The study was solely completed by the writer. So there is a chance of misinterpretation of the facts related to the report. Information was not available for conducting full-fledged research as the writer was not allowed to study upon the sensitive data regarding the organization. Company policy about the secrecy of the information. Limited experience on preparing this sort of report
1.7 Industry Overview
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This Agrovet and Beverages industry has got some critical factors. The most important of them is pricing. Although Brand is very important aspect by which we can persuade consumers to buy the product but it is a part of promotion. The depreciation costs, fixed assets costs, production costs, packaging costs, salary and lot of other factors are critical, but the pricing is set considering these factors. The industry is mainly focused on the product taste, price and availability. 1 taka or 2 taka price difference is a key factor in pushing this product into the market. Initially, these products are pushed into the different outlets (Shelving) for them to be available into the market, and then through promotion, they are pulled by the consumers.
1.7.0 Michael Porters Five Forces Model:

1.7.1.1 Threat of new Entrants: This depends on who is entering. Generally, this threat is low because it is not every now and then that a company is entering this industry. But when we judge the market and see that most of the local giants like Akij Foods and Beverages Ltd, Pran Foods Ltd, Arong is spending on a large scale with its product to enter the juice market, MNCs like Dabur Nepal is in the pipeline to enter but and Marico is already playing a part in the market, it seems that the threat is high. Therefore, we can conclude that the threat is high depending on who is entering the market. 1.7.1.2 Industry Rivalry: Since this industry is very price sensitive and the players cover most of all the segments of the population, the rivalry is very high. Price depends on all the internal expense and operational costs of the company, that is why, it is not easy top be price-change responsive for all the companies. For example, if Lipton Taaza decreases Tea price for 1 TK, ACME Tea may not be that much responsive to this change because they simple cannot. Shezan is international player, it costs 16 TK. for its 250 ml juice, whereas ACME and others cover it in 15 TK. if Shezan decreases it to 15 TK, it would not be easy for the other players to decrease it to 14 TK. Therefore, this industry is highly competitive and fiercely price sensitive. 47
1.7.1.3Substitute Products: For juice, the substitute products are other energy drinks, fruit drinks and other Chinese natural drinks. For Tea, the substitute is Coffee and for mineral water, the substitute is carbonated soft drinks. For juice, the pressure of the substitute product is moderate because now, the population is increasingly becoming aware of how important it is to have some juice in their daily lives. For mineral water, the pressure of carbonated soft drinks is becoming lower because people have become aware of the side-effects of daily consumption of those products. More importantly, due to increase in promotion, the consumption of juice has increased (Shohidul Islam, Media Manager). For Tea, the substitute coffee is increasing and the pressure is high. In the corporate offices and institutions or restaurants, the consumption of coffee is increasing gradually. 1.7.1.4 Bargaining Power of suppliers: Since the products depend on quality, the quality of raw materials plays a key role. Therefore, it is not easy for the companies to put high pressure on the suppliers of raw materials. They are procured from the best source available, both locally and internationally. Hence, the bargaining power of the suppliers and the companies is highly moderate. 1.7.1.5 Bargaining Power of Buyers: Undoubtedly, this is very high. The buyers are the key to this industry and they can have whatever they want in this price sensitive industry. With the pull strategy being used extensively, the buyers are absolutely pressure free for whatever they want to have.
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The ACME Agrovet & Beverages Ltd Organizational Part

Chapter 2
2.0 Company Overview
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Since 1954, The ACME Laboratories Ltd. has been doing their operation in Bangladesh and today, it is one of the most successful business conglomerates having sister concerns and investments in various sectors in lot other areas in Bangladesh.
2.1.0 Historical Background

The history of The ACME Laboratories Ltd. dates back to 1954 when a proprietorship firm was founded to manufacture ethical drugs. It started with the modest introduction of a few oral liquid products. The late Hamidur Rahman Sinha was the founder of the firm and was the main visionary of the organization until his sad demise in 1994. The firm was converted into a private Limited company in the year 1976. Commercial operation at the modernized plant equipped with sophisticated and advanced facilities began toward the end of 1983. Many challenges were overcome successfully to transform the company from a small unit to what it is today. ACME continuously seeks to expand its production facilities, add employees and increase its sales and marketing efforts. According to the latest statistics, out of about 300 pharmaceutical companies in the country, The ACME Labs is one of the top ten. ACME has also endeavored to strengthen its network in international marketing operations to export its products abroad. We are optimistic about our continued growth and success. Over the years our high achievement drive, our hard working and competent staff and confidence in our quality products have contributed to our growth. We have clear goals that inspire us and we believe to be possible for us to reach. We continuously strive to reach our goal of being the best in our field which indeed is what ACME literally stands for.
2.1.1 Company Background

ACME refers the "the apex" or the "highest point". 'Health, Vigor and Happiness' is the philosophy of the ACME Laboratories. Its endeavor is to produce, distribute best quality 47
drugs for the society and maintain the quality of the product in every steps of production. it also accelerates its activities for materializing the WHO ( world health organization) ensuring health for all with in 2015. ACME Group is one of the leading and diversified global conglomerates in Bangladesh, with offices in all major cities, employing over 3000+ employees and dedicated to bringing the highest quality products and services to our customers. ACME continuously seeks to expand its production facilities, add employees and increase its sales and marketing efforts. According to the latest statistics, out of about 300 pharmaceutical companies in the country, The ACME Labs is one of the top four. The ACME Laboratories Ltd, the pharmaceutical major and the flagship Company of the ACME Group, is a Manufacturer and Global exporter of Human, Herbal and Veterinary Pharmaceutical products. Our comprehensive Product List ranges from Antibiotics to Histamines to Vitamins.
2.1 About ACME Agrovet & Beverages Ltd
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With a vision to ensure the health, vigor and happiness for all, ACME began its journey in 1954 with a small pharmaceutical production facility. In the year 2012, ACME celebrated its 58th anniversary of establishment. Over a little more than 58 years, ACME has become one of the largest conglomerates in the country. In pursuit of excellence, ACME flourished its business in various sectors including pharmaceutical, FMCG/ Agrovet and Beverage, Textile and information Technology. With a yearly turnover of $70milion and work force of more than 3200 ACME has become a phenomenon in the country. Using the experience of manufacturing ethical medicine, ACME ventured to establish THE ACME AGROVET AND BEVERAGES LTD. in 2005. Primarily it started with a small range of products like ACME mango and orange juice, which is followed by the introduction of ACME mineral water, ACME Spice and ACME Tea. Currently THE ACME AGROVET AND BEVERAGES LTD. is pondering to introduce a wide range of products, some of which are under process of development. 2.1.0 Mission Statement Our holistic approach is to ensure Health, Vigor and Happiness for all by manufacturing ethical drugs and medicines of the highest quality at affordable prices and reaching out even to the remotest areas by proper distribution network. We view ourselves as partners with doctors, our customers, our employees and our environment. At present, Globalization is our top corporate priority. 2.1.1 Vision Our Vision is to reach out even to the remotest areas of Bangladesh and improve lives with quality products at an affordable price. The ACME Agrovet and Beverages Ltd. started its venture in 2005 with orange and mango juice. Then it introduced drinking mineral water. Latest of their product is ACME Spice and ACME Premium Gold Tea. It has established a modernized plan in Bangladesh located at Hemayetpur. The plant is equipped with modernized technological facilities and run by qualified personnel in accordance with the stringent guideline of BSTI. ACME Organogram of Marketing Division 47
Group Chairman
Managing Director
Executive Director
Directly Reports to
Directors
Reports to
SALES
Marketing Manager Sales /Admin Brand Executive
RSM Brand Officer ASM
TM
SR
2.2 Products of ACME Agrovet & Beverages Ltd

2.2.0 ACME Juice:
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Premium and Classic Mango and Orange Juice One of the leading products in ACME Brand is ACME Juice. In the Juice market ACME Juice got a leading place. The juice products are packed with the unique Tetra Pak technology. It ensures longer shelf life, No deterioration during shelf life and free of preservative related side effects.
As ACME is always ensure the quality, ACME juice produced by the best technology and production process. So to ensure quality of product, ACME does the procurement from the best source available. The company emphasizes to the greatest extent on the quality of raw materials. The raw materials of Mango juice are imported from India and Pakistan. These are continental mangoes of the best quality. For Orange Juice, concentrated orange pulp is procured from the best places of Brazil, produced by blending a pool of selected fresh oranges. ACME mango and orange juices are differentiated due to their unique taste and flavor. Being nutritionally rich and free of noxious preservatives, they are available in 150 ml, 250 ml and 1000ml hygienic UHT packs.
2.2.1 Premium Drinking Water: A Brief Profile

ACME water ensures purity and arsenic free water to the consumer. ACME premium drinking water symbolizes Purity. ACME strictly maintains the guideline and standard of BSTI. In this case, ACME use pet bottle as it is bottled in environment friendly. It 47
contains proper mineral balance and is for all age groups. It is available in 1500ml, 1000ml and 500ml.
By this product ACME served different hotels, restaurant clinics and also different institution. The water treatment process includes reverse osmosis with 20 stages of filtration process, Ozone and Ultraviolet Ray Treatment before the water is bottled. ACME Spices ACME Chile, Coriander, Turmeric and Cumin powders
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The Packing material is washed from nitrogen solution that no chance of quality hamper is there. The raw material is collected from the local market especially from the north Bengal. ACME Spice has the essence of the actual spices pungent taste and aroma, required in small quantity and makes food simply marvelous. So bring home a pack of ACME Chili, coriander, Turmeric or Cumin powders. No Colors No Additives
Available in 200gm, 100gm, 50gm and 15gm packs ACME Premium Gold Tea: A Brief Profile Tea is the latest of the products in The ACME Agrovet and Beverages Ltd. It is available in 10g, 50g, 100g, 200g and 400g pack sizes.
The product is launched as a premium product and marketed as Raw Tea. This product follows Focus Strategy mainly focusing urban and suburban premium customers. It targets the retail outlets. It is in its embryonic stage with the product being launched with few difficulties and going through a sustainability period. Ispahani and Lipton are the market leaders with high availability and differentiation through promotion and branding. Tetley and HRC are controlling a substantial amount of the market and sustainability is difficult if this product do not change its strategy. Recently introduce ACME Shatej (Dust) Tea, ACME Shatej Tea (BOP).
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The ACME Agrovet & Beverages Ltd Marketing Part

Chapter 3
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3.0 Activities in ACME Agrovet & Beverages Ltd

While producing the Products ACME Agrovet & Beverages Ltd. consider about something before production. 1. Quality Control 2. Raw material 3. Packing material
3.0.0 Quality Control:

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

ACME produces raw materials from the best possible sources. ACME believes that quality of product depends on the quality of raw materials. For mango juices, concentrated mango pulp comes from the best sources of India and Pakistan, which are produced from continental mangoes of best quality. For orange Juices, the raw materials as concentrated orange pulp are being procured from the best sources of Brazil, which are produced by blending a pool of selected fresh oranges. ACME collects best raw materials for the spices. ACME normally collects raw materials locally specially from north Bengal. ACME Tea is collected from the best sources and best tea leaf producers. 47
Water treatment plant is place a high place in terms of ACME Agrovet division The water treatment process includes reverse Osmosis which undergoes 20 stages of filtration process, Ozone and Ultraviolet Ray treatment before the water is bottled as premium drinking water for marketing.
3.0.2Packing materials:
Our juice products are packed aseptically using the unique Tetra Pack technology ensuring 1. Longer Shelf Life 2. No deterioration during shelf life 3. Free of preservative related side effects.
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3.1 Marketing Mix

3.1.0 PRODUCT
3.1.0.1 Product Objective To place the product by understanding the target group insights in line with their decision making tools like: 1. Natural color of spices. 2. Superior in Taste & smell.
3. Hygienic Factor. 3.1.0.2 Strategy Product Differentiation Almost generic in nature compare to all other competitor. For Mixed spice scope lies for differentiated product with taste.
3.1.1 PRICING
3.1.1.0 Objective The Pricing objective is to maximize the revenue & generate funds for ensuring proper pull for the brand. 3.1.1.1 Pricing Strategy At present the trade price margin is higher than competitors to ensure trade pull and MPR is almost similar to market leader as Consumers are not that much price sensitive rather than ensuring quality.
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3.1.2 DISTRIBUTION
3.1.2.1 Objectives To enter at least 120000 Spice outlets on the first year which are contributing standard margin. To strengthen the Outlet coverage in the Metro Areas which are potential for this products. 3.1.2.1 Strategy To ensure trade penetration with different attractive trade campaigns round the year.
3.1.3 PROMOTION
3.1.3.1 Advertisement Objective To communicate every functional benefit, competitive strength facts to the quality sourcing target group. Optimizing awareness level among target group & more than 5 million families. As Women's are the main contributor for cooking stuffs, they made the decision of choosing brands most of the time. Rest of this a small quantity of bachelors segment also using Pack spices specially mixed spices for their convenient cooking: Female Target Group Age Group Social status Income Pattern Nature 18 + Middle class to upper class 15,000 & above daily basis (at least 2 times a day) Educated/ Out target grouping house wives and
inhabitants
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This Branded Spice is still at its growth stage, the est. market for 2010 is as large as 180 crore BDT. Currently more than 22 companies are operating in the branded market, & the unbranded Spice is also occupying around 55 %of the total Market The 90% of the Market is composed of the basic spices which are primarily Chili, Turmeric, Coriander & Cumin however the Mix are getting popular day by day after introducing customized ready to use mixed spice package. 3.1.3.2 Strategy Sales promotion All of the companies go for promotion, as it is the only way to get to the people when it comes to information. There are a lot of ways in which we would step into the promotional activities. The details are discussed below. Branding is essential to build the brand image and create top of mind awareness to the customers. In this junction, following activities can be taken create brand awareness. Shopping mall branding: There are quite a few numbers of shopping malls in metro cities (i.e. Agora, PQS, Eastern Plaza etc) where target customers regularly visit for various purposes. Moreover, different outlets would be provided with shop signs branded with ACME Spice. They would be designed as suggested by our advertising agency. Branding area 1. Glass branding 2. Wall branding inside the mall 3. Various shop sign branding 4. Decorate small area exclusive branding for ACME Spice where we can also keep our product 5. Introduce branded outlet 6. Shelf-talker 7. Bunting & dangler.
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3.2 Marketing Strategy

3.2.0 Target market & Consumer profile:
1. Children, students and married women (housewife and working women) with children. 2. Children between the ages of 8-10 years, students aged 17-24 years and mothers aged 26 - 40 years. 3. Regular user of fruit juice i.e. consumes fruit juice at least twice a month. 4. Brand usage: Consumers any of these brands - ACME, Pran, Starship, Danish Shezan etc. i. 6. SEC: A; B; C. ii. Monthly income Tk. 15000-25000+
3.2.1 Product Strategy & Value Chain Management of ACME Juice:

1. The juice products are packed with the unique Tetra Pak technology. It ensures longer shelf life, No deterioration during shelf life and free of preservative related side effects. 2. To ensure quality of product, ACME does the procurement from the best source available. The company emphasizes to the greatest extent on the quality of raw materials. 3. The raw materials of Mango juice are imported from India and Pakistan. These are continental mangoes of the best quality. 4. For Orange Juice, concentrated orange pulp is procured from the best places of Brazil, produced by blending a pool of selected fresh oranges.
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5. ACME mango and orange juices are differentiated due to their unique taste and flavor. Being nutritionally rich and free of noxious preservatives, they are available in 150 ml, 250 ml and 1000ml hygienic UHT packs. 6. The range of this product is 150 ml Classic orange and mango juice, 250 ml Premium and Classic orange and mango juice, and 1000ml Premium and Classic Orange and Mango juice, and also 1000ml Classic Mango and orange juice. 7. The target consumers are 5 years to 12 years popular segment for 150 ml. This brand is personified with Fun Loving, Friendly and Smart. The core value is the taste that gives refreshing energy. 8. For 250 ml, 6 years to 25 years segment is targeted. It is in the list of regular go out menu that makes consumers feel good. 9. 1000ml targets the families in both urban and suburban premium and popular segment, marketed as regular family drink for 26 years to 40 years segment. 10. In general, the product is mainly retail focused, that relies on differentiation strategy with Quality being the core competency. The product is going through growth stage with Shezan being the market leader with differentiation strategy, Danish with focus strategy and Pran following cost leadership strategy.
3.2.2 Promotion Strategy:

Branding is essential to build the brand image and create top of mind awareness to the customers. In this junction, following activities can be taken create brand awareness.
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Shopping mall branding: There are quite a few numbers of shopping malls in metro cities (i.e. Agora, PQS, Eastern Plaza etc) where target customers regularly visit for various purposes. Branding area i. Glass branding ii. Wall branding inside the mall iii. Various shop sign branding iv. Decorate small area exclusive branding for ACME Juice where we can also keep our product v. Introduce branded outlet
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3.3 SWOT Analysis:

3.3.0 Strength:
1. ACME Agrovet and Beverages Ltd. got huge advantages in terms of the brand name. ACME is known to everyone and is very easy to take position in the customer mind by ACME Agrovet and Beverages ltd. 2. Invest is another strength for ACME Agrovet & Beverages Ltd. ACME Agrovet and Beverages Ltd has backed by huge investment of ACME group. 3. ACME Agrovet and Beverages Ltd. easily turned in to growth stage and now move forward to the maturity stage here ACME Agrovet & Beverages Ltd. is using its Brand name and reputation. 4. The experience, Office premises, Management and manufacture of the ACME group is a huge advantage for The ACME Agrovet and Beverages Ltd. 5. The Quality of the products of The ACME Agrovet and Beverages Ltd. is better than most of the local FMCG companies. Comparing the quality, the prices of the products are within the range of the target segment.
3.3.1 Weakness:
1. ACME group is doing business for more than 50 years. Therefore, this may result in traditional thinking in the top management level. Their experience is rooted by pharmaceuticals which is a totally different product from FMCG. Even the other departments in the group which are providing services to the ACME Agrovet sector, have to understand the dimensions of ACME Agrovet in order to provide the standard of ACME Agrovet that it needs. 2. May be for poor salary structure or weak corporate culture, the employee turnover rate is increasing in the whole ACME group. This is also affecting the ACME 47
Agrovet sector. The employees lack motivation and productivity among themselves. 3. At present, there is no specialist Research and Development team in the ACME Agrovet. It has become a barrier in effective and efficient market research, new product development, corporate strategic planning etc. 4. This FMCG market needs lot of promotional communication in the market. It is an expense for the management. Not only ACME group, every management should understand how brand triggers sales and they should respond accordingly. This has been the problem of the local companies where they are falling back of the MNCs like Unilever who are doing it better. 5. The ACME Agrovet is fully dependent on either the import or local buying of raw materials depending on the product. We do not have our production facilities. 6. Due to difference in the business ways, ACME Agrovet is facing poor coordination among chain management from all other departments. Any support Agrovet needs from the other departments, they are not been able to deliver properly because they are trained for printing press, pharmacy, IT and other departments, Agrovet needs specialists. 7. In order to maintain the product quality, ACME Agrovet lacks competitive pricing and pricing experimentation.
3.3.2 Opportunities:
1. Currently, the government is giving priority in expanding and promoting local agro-based business in the country. This is a huge advantage to any ACME Agrovet business. The bank loans regarding the ACME Agrovet industry has decreased due to government intercept to encourage the business.
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2. The society is changing. People are becoming very conscious about what they are consuming. This is a good prospect for Beverages industry. Now-a-days, people lack interest in drinks like Coke, Pepsi and are more inclined towards having juice, tea and when they are outside, having mineral water. May be now the rate is very low, but it is increasing. It shows the prospect for FMCG products. 3. The number of dual income families is increasing at an alarming rate. The lifestyle of people is becoming faster and this leaves them with minimum time to cook. Therefore, it is a huge opportunity for spices market. 4. Our country is rich with natural fruits and productive land. This can be used as a source of our raw materials needed for the manufacturing of ACME products. We can build ways to production in our own country. 5. Globalization is a major factor for us to increase our market scope in the international arena. For Globalization, it is much easier now to enter foreign market and increase our exports to earn higher margin. It would also enable us to set up our office premises and our manufacturing plant elsewhere where it would be sustainable for us to create an MNC. 6. In our country, the supporting industries are also growing at a faster rate. There is more number of local TV channels going international, new competition in the advertising, market tension, and other factors as well. These things would help us in our reach to our customers and also in other part of our business, for example, more number of TV channels and newspapers would mean more promotional activities and decreasing advertising cost.
3.3.3 Threats:
1. Globalization can also backfire. There are many corporate giants which are trying to enter our market. Being a third world country, our country is a market place for everything. Terrorists, smuggling, counterfeiting, product dumping and many 47
other things. First world countries use our country by exerting pressure on our governments to sell their low graded products in our country. These products take away the market from our local products. But generally they are very low in quality. 2. With increasing technology, our country being high in corruption, use those technologies in order to make fake products under different brand names. ACI, ACME and Coke are victims of such fraudulent activities. These technologies help these people to make similar kind of product packages and sell them by using the reputation and goodwill of those products. 3. The ACME Agrovet and Beverages Ltd is a sister concern of The ACME Laboratories Ltd. Therefore, the goodwill and reputation of the products and services is like a chain that is binding all of them. If there is any problem with the reputation and quality of any one sister concern, the effect would be on all of them. So all the concerns have to maintain the same standard. 4. The current corporate giants are the biggest threats not only in terms of competition but also in ways of how they are exploiting or using the supplying industries for their own operation. This can be in terms of their cost of raw materials. They can use low quality raw materials and can easily cut their cost of manufacturing. This would give them a price advantage and greater profit margin. 5. The unstable political condition is a big threat for any company. Sudden hartal or blockage may result in the delay or no distribution of products. It can also hamper the regular official work if there are any downtown abnormalities due to political issues. 6. The corruption in the government can result in certain changes of rules and regulations. Any foreign company can easily bribe or can do heavy lobbying in order to enter the market with a product of better brand image. 47
The ACME Agrovet & Beverages Ltd

Analysis Part
Chapter 4
47
Consumers Survey and Consumer Perception:

Frequencies
Table-1: Frequency table of all the Demographic Question for Juice, Water & Tea
Statistics
As a Juice do you prefer ACME as your Do you choose first Brand ACME Juice? name? 150 150 0 0
Valid Missing
Gender 150 0
Age Group 150 0
Profession 150 0
Monthly Family Income 150 0
Interpretation: From the statistics we can say that the total sample size is 150 and there is no missing value.
Table-2: Frequency
Gender
Frequency 123 27 150 Percent 82.0 18.0 100.0 Valid Percent 82.0 18.0 100.0 Cumulative Percent 82.0 100.0
Valid
Male Female Total
Interpretation: We can say that from the help of above table percentage of male is
82% and percentage of female is 18%. The numbers of male respondents are more than female.
Gender
Fem le a
Ma le
47
Table-3:
Age Group
Frequency 15 32 43 38 14 8 150 Percent 10.0 21.3 28.7 25.3 9.3 5.3 100.0 Valid Percent 10.0 21.3 28.7 25.3 9.3 5.3 100.0 Cumulative Percent 10.0 31.3 60.0 85.3 94.7 100.0
Valid
10-15 15-20 20-25 25-30 30-35 35-40 Total
Interpretation: In the table shows, Age of the 150 respondents. Here 10%
respondents age are 10-15, 21.3% respondents age are 15-20, 28.7% respondents age are 20-25, 25.3% respondents age are 25-30, 9.3% respondents age are 30-35, 5.3% respondents age are 35-40.
Age Group
35-40 30-35
10-15
15-20
25-30
20-25
47
Table-4:
Profession
Frequency 82 20 14 22 12 150 Percent 54.7 13.3 9.3 14.7 8.0 100.0 Valid Percent 54.7 13.3 9.3 14.7 8.0 100.0 Cumulative Percent 54.7 68.0 77.3 92.0 100.0
Valid
Student Job Holder House Wife Retailer Business Total
Interpretation: In the table shows, profession of 150 respondents. In the survey I got
five different professions. Here 54.7% are Student, 13.3% are Job Holder, 9.3% are House Wife, 14.7% are Retailer, and 8% respondents are Business man.
Profession
Business
Retailer
House Wife
Student
Job Holder
47
Table-5:
Monthly Family Income
Frequency Valid 1000030000 3100050000 5100080000 Total 71 66 13 150 Percent 47.3 44.0 8.7 100.0 Valid Percent 47.3 44.0 8.7 100.0 Cumulative Percent 47.3 91.3 100.0
Interpretation: In the table shows, Monthly family income of 150 respondents. The
Highest 47.3% of the respondents monthly family income are between Tk. 10,00030.000, 44% of the respondents monthly family income are between Tk 31,000-50,000 and 8.7% of the respondents monthly family income are between Tk 51,000-80,000.
51000-80000
10000-30000
31000-50000
47
Table-6:
Location
Frequency 40 30 30 30 10 10 150 Percent 26.7 20.0 20.0 20.0 6.7 6.7 100.0 Valid Percent 26.7 20.0 20.0 20.0 6.7 6.7 100.0 Cumulative Percent 26.7 46.7 66.7 86.7 93.3 100.0
Valid
Dhanmondi Mirpur Mohamma dpur Motijheel Kallaynpur Uttra Total
Interpretation: From the above table, we can say that respondent of six different
areas, 26.7% in Dhanmondi, 20% in Mirpur, Mohammadpur & Motijheel, 6.7% in Kallaynpur 6.7% in Uttra.
Location
Uttra Kallaynpur Dhanmondi
Motijheel
Mirpur
Mohammadpur
47
ACME Juice
Table-7: Frequency Table
Do you choose ACME Juice?
Cumulative Percent 74.7 100.0
Valid
Yes No Total
Frequency 112 38 150
Percent 74.7 25.3 100.0
Valid Percent 74.7 25.3 100.0
Interpretation: The table shows that the 74.7% respondents choose the Acme Juice &
only 25.3% respondent are not choosing Acme Juice and the total sample size is 150.
Do you choose ACME Juice?
No
Yes
47
Table-8:
As a Juice do you prefer ACME as your first Brand name?
Valid
Yes No Total
Percent 25.3 74.7 100.0
Interpretation: The table shows that the 25.3% respondents choose the Acme Juice as
a first brand name & 74.7% respondent are not choosing Acme Juice as a first brand name and the total sample size is 150.
As a Juice do you prefer ACME as your first brand name?
Yes
No
47
Interpretation of the Descriptive Statistics: (Source: Appendix 6.1.1)

In the descriptive analysis, we see that the highest Mean value is 4.08 and its question was Acme should take promotional activity strongly for this particular brand and the lowest Mean value is 1.90 and its question was TV Commercial of Acme Juice influence in your mind. We know that, the average mean value above 3.5 (more) is better. The lowest Std. Deviation is .781 its question was Acme Juice always maintains the core needs of the consumer and the highest std. Deviation is 1.393 its question was Acme Juice is good comparing to other Juices. We know that an average mean value and low Std. Deviation is better.
Interpretation of the Correlations: (Source: Appendix 6.1.2)

From the correlation table, we can see the Correlations between the variables. We are taken the highest value and the Correlations between the variables are1. Quality: The Pearson Correlation value between quality and Packaging is . 603(**) which is Significance at the .01 level. And the total sample size is 150. 2. Price: The Pearson Correlation value between Price and Packaging is. .628(**) which is Significance at the .01 level. And the total sample size is 150. 3. Availability: The Pearson Correlation value between availability and Perception is .545(**) which is Significance at the .01 level. And the total sample size is 150. 4. Promotion: The Pearson Correlation value between promotion and Perception is .449(**) which is Significance at the .01 level. And the total sample size is 150. 5. Packaging: The Pearson Correlation value between packaging and Price is . 628(**) which is Significance at the .01 level. And the total sample size is 150. 6. Perception: The Pearson Correlation value between perception and quality is . 557(**) which is Significance at the .000 level. And the total sample size is 150. Ultimately we see that there is a highest Pearson correlation value between Price and Packaging is .628 (**) which is Significance at the .01 level. That means the Price & Packaging is very impotent factor for increase the Perception & Awareness of ACME Juice.
47
Regression: (Source: Appendix 6.1.3)

Interpretation of Model Summary: The adjusted R 2 value of .492 indicates that
the model explains roughly about 49% of the factors responsible for the Consumer Perception of ACME Juice in Bangladesh.
Interpretation of ANOVA: From the ANOVA model, The table depicting

significant of F values 29.898 implies that the model and data are well fit in explaining the overall consumer Perceptional Performance of ACME Juice in Bangladesh.
Interpretation of Coefficients: From the coefficient table- we can see that

availability has significance at a .01 level and the beta value is .330. That means if ACME Company ensure 100% availability of Juice in the market, then Consumer Perception & Awareness will be increase 33%. Then we can see that Promotional Activity has significance at a .019 level and the beta value is .157. That means if ACME Company take promotional Activity Strongly for Juice, then Consumer Perception will be increase 15.7% From the above findings we can develop the following regression modelPerception = .050+.225x1+.155x2+.296x3+.182x4+.146x5 R 2 (Adj.) = .492, F = 29.898 Significant at 99% level Where, X1= Quality X2 = Price X3 = Availability X4= Promotional Activity X5= Packaging
47
ACME Water
Do you choose ACME Water?
Valid
Yes No Total
Percent 72.7 27.3 100.0
Interpretation: The table shows that the 72.7% respondents choose the Acme Water
& only 27.3% respondent are not choosing Acme Water and the total sample size is 150.
Do you choose ACME Water?
No
Yes
47
Table-10:
As water do you prefer ACME as your first Brand name?
Valid
Yes No Total
Interpretation: The table shows that the 20% respondents choose the Acme Water as
a first brand name & 80% respondent are not choosing Acme Water as a first brand name and the total sample size is 150.
As a water do you prefer ACME as your first band name?

Yes
No
Interpretation of the Descriptive Statistics: (Source: Appendix 6.2.1)

In the descriptive analysis, we see that the highest Mean value is 3.70 and its question was Acme should take promotional activity strongly for Water and the lowest Mean value is 1.65 and its question was I always see different Acme Water advertisement in TV. We know that, the average mean value above 3.5 (more) is 47
better. The lowest Std. Deviation is .564 its question was Generally packaging of Acme Water is more attractive and the highest std. Deviation is 1.452 its question was Intentionally take Acme Water when you buy Water. We know that an average mean value and low Std. Deviation is better.
Interpretation of the correlation: (Source: Appendix 6.2.2)

From the correlation table, we can see the Correlations between the variables. We are taken the highest value and the Correlations between the variables are1. Quality: The Pearson Correlation value between quality and Perception is . 858(**), quality and Promotional activity is .722(**) which is Significance at the . 01 level. And the total sample size is 150. 2. Price: The Pearson Correlation value between Price and Promotional activity is. . 819(**) which is Significance at the .01 level. And the total sample size is 150. 3. Availability: The Pearson Correlation value between availability and Perception is .686(**) which is Significance at the .01 level. And the total sample size is 150. 4. Promotion: The Pearson Correlation value between promotion and Price is . 819(**) which is Significance at the .01 level. And the total sample size is 150. 5. Packaging: The Pearson Correlation value between packaging and Perception is . 626(**) which is Significance at the .01 level. And the total sample size is 150. 6. Perception: The Pearson Correlation value between Perception and quality is . 858(**) which is Significance at the .01 level. And the total sample size is 150. Ultimately we see that there is a highest Pearson correlation value between Quality and Perception is .858 (**) which is Significance at the .01 level. That means the Quality is very impotent factor for increase the Perception of ACME Water.
47

the model explains roughly about 80% of the factors responsible for the Consumer Perception of ACME Water in Bangladesh.

significant of F values 121.999 implies that the model and data are well fit in explaining the overall consumer Perception Performance of ACME Water in Bangladesh.
Interpretation of Coefficients: From the coefficient table- we can see that Quality
has significance at a .000 level and the beta value is .652. That means if ACME Company increase the quality 100% of Water, then Consumer Perception & Awareness will be increase 65.2%. Then we can see that Availability has significance at a .01 level and the beta value is .234. That means if ACME Water available in everywhere, then Consumer Perception & Awareness will be increase 23.4% From the above findings we can develop the following regression modelPerception = .214+.595x1-.114x2+.239x3+.191x4+.075x5 R 2 (Adj.) = .802, F = 121.999 Significant at 99% level Where, X1= Quality X2 = Price X3 = Availability X4= Promotional Activity X5= Packaging
47
ACME Tea
Do you choose ACME Tea?
Valid
Yes No Total
Interpretation: The table shows that the only 4.7% respondents choose the Acme Tea
& 95.3% respondent are not choosing Acme Tea and the total sample size is 150.
Do you choose ACME Tea?
Yes
No
Table-12:
47
If yes, Which Tea do you have like best?

Frequency Valid Premium Gold Tea Acme Shatej (Dust) Tea Acme Shatej Tea (BOP) None of the above Total 4 2 1 143 150 Percent 2.7 1.3 .7 95.3 100.0 Valid Percent 2.7 1.3 .7 95.3 100.0 Cumulative Percent 2.7 4.0 4.7 100.0
Interpretation: The table shows that the 2.7% respondents choose Acme Premium
Gold Tea, 1.3% respondents choose Acme Shatej (Dust) Tea and .7% respondents choose Acme Shatej Tea (BOP), 95.3% respondents are not choose Acme Tea and the total sample size is 150.
If yes, Which Tea do you have like best?

Premium Gold Tea Acme Shatej (Dust) T Acme Shatej Tea (BOP
None of the above
Table-13:
47
As a Tea do you prefer ACME as your first Brand name?

Valid
Yes No Total
Interpretation: The table shows that the only 2.7% respondents choose the Acme Tea
as a first brand name & 97.3% respondent are not choose Acme Tea as a first brand name and the total sample size is 150.
As a Tea do you prefer ACME as your first band name?
Yes
No
Interpretation of the descriptive statistics: (Source: Appendix 6.3.1)

In the descriptive analysis, we see that the highest Mean value is 3.56 and its question was Acme should take promotional activity strongly for Tea and the lowest Mean value is 1.65 and its question was I always see different Acme Tea advertisement in TV. We know that, the average mean value above 3.5 (more) is better. The lowest Std. Deviation is .563 its question was Acme Tea have some unique features & Tea color is good and the highest std. Deviation is 1.565 its question was Acme should take 47
promotional activity strongly for Tea. We know that an average mean value and low Std. Deviation is better.
Interpretation of the correlations: (Source: Appendix 6.3.2)

From the correlation table, we can see the Correlations between the variables. We are taken the highest value and the Correlations between the variables are1. Quality: The Pearson Correlation value between quality and availability is . 583(**) which is Significance at the .01 level. And the total sample size is 150. 2. Price: The Pearson Correlation value between Price and Packaging is. .448(**) which is Significance at the .01 level. And the total sample size is 150. 3. Availability: The Pearson Correlation value between availability and Perception is .824(**) which is Significance at the .01 level. And the total sample size is 150. 4. Promotion: The Pearson Correlation value between promotion and quality is . 364(**) which is Significance at the .01 level. And the total sample size is 150. 5. Packaging: The Pearson Correlation value between packaging and Availability is .624(**) which is Significance at the .01 level. And the total sample size is 150. 6. Perception: The Pearson Correlation value between Perception and Availability is .824(**) which is Significance at the .01 level. And the total sample size is 150. Ultimately we see that there is a highest Pearson correlation value between Availability and Perception is .824 (**) which is Significance at the .01 level. That means the Availability is very impotent factor for increase the Perception& Awareness of ACME Tea.
47

the model explains roughly about 72.7% of the factors responsible for the Consumer Perception of ACME Tea in Bangladesh.

significant of F values 80.445 implies that the model and data are well fit in explaining the overall consumer Perception Performance of ACME Tea in Bangladesh.
Interpretation of Coefficients: From the coefficient table- we can see that Quality
has significance at a .01 level and the beta value is .236.That means if ACME Company increase the quality of Tea 100%, then Consumer Perception & Awareness will be increase 23.6% *Then we can see that Availability has significance at a .01 level and the beta value is . 902. That means if ACME Tea available in everywhere, then Consumer Perception & Awareness will be increase 90.2% *Then we can see that Promotional Activity has significance at a .01 level and the beta value is -.252. That means Consumer is not aware about ACME Tea. ACME should take promotional Activity Strongly for Tea. From the above findings we can develop the following regression modelPerception = .214+.595x1-.114x2+.239x3+.191x4+.075x5 R 2 (Adj.) = .802, F = 121.999 Significant at 99% level
N. B.:- The Survey Questionnaire for Acme Juice, Water & Tea shown in the Appendix Part
47
ACME Spice
Frequencies
Table-14: Frequency table of all the Demographic Question for Acme Spice Statistics
As a Spice do you prefer ACME as your Do you choose first Brand ACME Spice? name? 150 150 0 0
Valid Missing
Gender 150 0
Age Group 150 0
Profession 150 0
Monthly Family Income 150 0
Interpretation: From the statistics we can say that the total sample size is 150 and
there is no missing value.

Gender
Valid
Male Female Total
Interpretation: We can say that from the help of above table percentage of male is
51.3% and percentage of female is 48.7%. The numbers of male respondents are more than female.
G der en
F m le e a
M le a
Table-16:
47
Age Group
Frequency 46 70 28 5 1 150 Percent 30.7 46.7 18.7 3.3 .7 100.0 Valid Percent 30.7 46.7 18.7 3.3 .7 100.0 Cumulative Percent 30.7 77.3 96.0 99.3 100.0
Valid
24-30 31-35 36-40 41-45 46-50 Total
Interpretation: In the table shows, Age of the 150 respondents. Here 30.7%
respondents age are 24-30, 46.7% respondents age are 31-35, 18.7% respondents age are 36-40, 3.3% respondents age are 41-45 and .7% respondents age are 46-50.
Age Group
46-50 41-45
36-40 24-30
31-35
Table-17
47
Profession
Frequency Valid House Wife Student Job Holder Retailer Total 68 15 49 18 150 Percent 45.3 10.0 32.7 12.0 100.0 Valid Percent 45.3 10.0 32.7 12.0 100.0 Cumulative Percent 45.3 55.3 88.0 100.0
Interpretation: In the table shows, profession of 150 respondents. In the survey for
Spice I got four different professions. Here 45.3% are House Wife, 10% are Students, 32.7% are Job Holder and 12% are Retailer.
Profession
Retailer
House Wife
Job Holder
Student
Table-18:
47

Cumulative Percent 50.0 88.0 100.0
Frequency Valid 1500040000 4100060000 6100080000 Total 75 57 18 150
Percent 50.0 38.0 12.0 100.0
Valid Percent 50.0 38.0 12.0 100.0
Interpretation: In the table shows, Monthly family income of 150 respondents for
Spice. The Highest 50% of the respondents monthly family income are between Tk. 15,000-40.000, 38% of the respondents monthly family income are between Tk 41,00060,000 and 12% of the respondents monthly family income are between Tk 61,00080,000.
Monthly Family Inceme
61000-80000
15000-40000
41000-60000
Table-19:
47
Location
Cumulative Percent 26.7 46.7 66.7 86.7 93.3 100.0
Valid
Dhanmondi Mirpur Mohamma dpur Motijheel Kallaynpur Uttra Total
Frequency 40 30 30 30 10 10 150
Percent 26.7 20.0 20.0 20.0 6.7 6.7 100.0
Valid Percent 26.7 20.0 20.0 20.0 6.7 6.7 100.0
Interpretation: From the table, we can say that respondent of six different areas,
26.7% in Dhanmondi, 20% in Mirpur, Mohammadpur & Motijheel, 6.7% in Kallaynpur & Uttra. Location
Uttra Kallaynpur Dhanmondi
Motijheel
Mirpur
Mohammadpur
Table-20
47
Do you choose ACME Spice?

Valid
Yes No Total
Percent 16.7 83.3 100.0
Interpretation: The table shows that only 16.7% respondents choose the Acme Spice
& 83.3% respondent are not choosing Acme Spice and the total sample size is 150.
Do you choose ACME Spice?

Yes
No
Table-21:
47
As a Spice do you prefer ACME as your first Brand name?

Valid
Yes No Total
Frequency 3 147 150
Percent 2.0 98.0 100.0
Interpretation: The table shows that only 2% respondents choose the Acme Spice as
a first brand name & 98% respondent are not choosing Acme Spice as a first brand name and the total sample size is 150.
As a Spice do you prefer ACME as your first band name?
Yes
No
47
Interpretation of the descriptive statistics: (Source: Appendix 6.4.1)

In the descriptive analysis, we see that the highest Mean value is 4.51 and its question was Acme should take promotional activity strongly for Spice and the lowest Mean value is 2.01 and its question was TV commercial of Acme Spice influence in your mind. We know that, the average mean value above 3.5 (more) is better. The lowest Std. Deviation is .641 its question was Acme Spice packaging are more durable from other Spice and the highest std. Deviation is 1.085 its question was Acme Spice worth a premium price. We know that an average mean value and low Std. Deviation is better.
Interpretation of the correlation: (Source: Appendix 6.4.2)

From the correlation table, we can see the Correlations between the variables. We are taken the highest value and the Correlations between the variables are1. Quality: The Pearson Correlation value between quality and Perception is . 475(**) which is Significance at the .01 level. And the total sample size is 150. 2. Price: The Pearson Correlation value between Price and Perception is. .329(**) which is Significance at the .01 level. And the total sample size is 150. 3. Availability: The Pearson Correlation value between availability and quality is . 433(**) which is Significance at the .01 level. And the total sample size is 150. 4. Promotion: The Pearson Correlation value between promotion and Packaging is .309(**) which is Significance at the .01 level. And the total sample size is 150. 5. Packaging: The Pearson Correlation value between packaging and Perception is . 477(**) which is Significance at the .01 level. And the total sample size is 150. 6. Perception: The Pearson Correlation value between Perception and Packaging is .477(**) which is Significance at the .01 level. And the total sample size is 150. Ultimately we see that there is a highest Pearson correlation value between Packaging and Perception is .477 (**) and also quality and Perception is .475(**) which is Significance at the .01 level. That means the Quality & Packaging is very impotent factor for increase the Perception& Awareness of ACME Spice.

47

the model explains roughly about 40.8% of the factors responsible for the Consumer Perception of ACME Spice in Bangladesh.

significant of F values 21.573 implies that the model and data are well fit in explaining the overall consumer Perceptional Performance of ACME Spice in Bangladesh.
Interpretation of Coefficients: From the coefficient table- we can see that

Availability has significance at a .01 level and the beta value is .283. That means if ACME Spice available in everywhere then Consumer Perception & Awareness will be increase 28.3% Then we can see that Packaging has significance at a .01 level and the beta value is .315. That means if ACME Company introduce attractive Packaging for Spice, then Consumer Perception & Awareness will be increase 31.5% From the above findings we can develop the following regression modelPerception = .531+.131x1-.162x2+.180x3+.072x4+.251x5 R 2 (Adj.) = .408, F = 21.573 Significant at 99% level Where, X1= Quality X2 = Price X3 = Availability X4= Promotional Activity X5= Packaging
N. B.:- The Survey Questionnaire for Spice shown in the Appendix Part
47
The ACME Agrovet & Beverages Ltd Conclusion & Recommendation

Chapter 5
Recommendation and Conclusion

Recommendation
47
After analyzing the Questionnaires to determine the consumer Perception of ACME Product in Bangladesh, I would recommend the following suggestions that should be considered for better preference of ACME Product: The mean values of the variables more than 3.50 are strong enough for the context of measuring the Perception of Acme product. The mean values of the variables that are less than 3.50 are weak, by focusing on them Acme Company have to improve them. For Acme Juice Most of the variables of the dimension - Promotional Activitys Mean value are more than 3.50. That means the Acme should take promotional activity strongly for Juice. Correlation value between Price and Packaging is .628 (**) which is Significance at the .01 level. To increase the Perception & Awareness of Acme Juice, Price & Packaging is very impotent factor. (source Appendix-6.1.2) The independent variable Availability has significance at a .01 level and the beta value is .330. That means if ACME Company ensure 100% availability of Juice in the market, then Consumer Perception & Awareness will be increase 33%
(source Appendix-6.1.3)
Then we can see that Promotional Activity has significance at a .019 level and the beta value is .157. That means if ACME Company take promotional Activity Strongly for Juice, then Consumer Perception & Awareness will be increase 15.7%. (source Appendix-6.1.3)
To increase the Perception & Awareness of Acme juice, Acme Company need to increase Acme Juice Availability as well as promotional activity. Price & Packaging also very impotent factor.
For Acme Water-
47
The highest and lowest Mean value for Promotional Activitys. That means the Acme should take promotional activity strongly for Water. Correlation value between Quality and Perception is .858 (**) which is Significance at the .01 level. That means the Quality is very impotent factor for increase the Perception of ACME Water. (source Appendix-6.2.2)
The independent variable Quality has significance at a .01 level and the beta value is .652.That means if ACME Company increase the quality 100% of Water, then Consumer Perception & Awareness will be increase 65.2% (source Appendix6.2.3)
Then we can see that independent variable Availability has significance at a .01 level and the beta value is .234.That means if ACME Water available in everywhere, then Consumer Perception & Awareness will be increase 23.4%
To increase the Perception & Awareness of Acme Water, Acme Company need to increase Acme Water Availability as well as promotional activity and Quality also very impotent factor to increase the consumer Perception.
For Acme Tea In the analysis part of Acme Tea, The highest and lowest Mean value for Promotional Activitys. That means the Acme should take promotional activity strongly for Tea. Correlation value between Availability and Perception is .824 (**) which is Significance at the .01 level. That means the Availability is very impotent factor for increase the Perception& Awareness of ACME Tea. (source Appendix-6.3.2) The independent variable Quality has significance at a .01 level and the beta value is .236.That means if ACME Company increase the quality of Tea 100%, then Consumer Perception & Awareness will be increase 23.6% (source Appendix6.3.3)
Then we can see that independent variable Availability has significance at a .01 level and the beta value is .902.That means if ACME Tea available in
47
everywhere, then Consumer Perception & Awareness will be increase 90.2%

Then we can see that promotional Activity has significance at a .01 level and the beta value is -.252.That means Consumer are not aware about ACME Tea. ACME should take promotional Activity Strongly for Tea. (source Appendix-6.3.3)
To increase the Perception & Awareness of Acme Tea, Acme Company need to increase Acme Tea Availability as well as improve the Quality and should take promotional activity strongly to increase the consumer Perception.
8.1.4 For Acme Spice The analysis part of Acme Spice, The highest and lowest Mean value for Promotional Activitys. That means the Acme should take promotional activity strongly for Spice. Correlation value between Packaging and Perception is .477 (**) and also quality and Perception is .475(**) which is Significance at the .01 level. That means the Quality & Packaging is very impotent factor for increase the Perception& Awareness of ACME Spice. (source Appendix-6.4.2) The independent variable Availability has significance at a .01 level and the beta value is .283.That means if ACME Spice available in everywhere then Consumer Perception & Awareness will be increase 28.3% (source Appendix-4.3) Then we can see that Packaging has significance at a .01 level and the beta value is .315.That means if ACME Company introduce attractive Packaging for Spice, then Consumer Perception & Awareness will be increase 31.5% (source Appendix6.4.3)
Now a days consumers are bombard with a lot of advertisement. Where RADHUNI the main player of spice market is spending a huge amount for advertising ACME is lagging behind from the TV ad. A lot of people even take Radhuni as a synonym of pack spice. So acme should go for more advertisement to establish a strong brand name.
Annual cultural programs may be arranged to entertain the chef of the community center of Dhaka city. National Cooking competition may be arranged under the sponsorship of Acme. 47
Recipe book may be given with the Acme Spice.
8.1.5 This research is subject to several Recommendations, some of which are: Most of the listeners of FM Radio are young Generation who has the little influence on the decision making of Spice purchase so Acme should give more emphasis on TVC rather than RDC. ACME should be more careful about choosing chunk for TVC. More chunks should purchase during mega serials.
Conclusion
47
In conclusion, it can be easily said that the success of ACME Agrovet and Beverages Ltd. can be attributed to how much consumer are perceive their product and how much Consumer Aware about the ACME. After finishing the report, I have gained some valuable experiences. I have learned how to conduct a survey, how to approach to the participants while conducting a survey, how to make them understand and convinced what our purpose is and what are we looking for, what might be the benefits for both of us etc. Though I have faced various kinds of difficulties but by doing the report I improved myself a lot. I have also learned how to prepare the Research report by using SPSS software. It increases skills to prepare analytical report of any kind of surveys. I also hope that, one day I will do such kind of research as a marketer in my professional life.
47
The ACME Agrovet & Beverages Ltd Appendix

Chapter 6
I am Sheikh Shibbir Ahmed Faruqee from University of Rajshahi. As part of my internship materials under MBA, I am conducting this survey on overall customer
47
perception of the ACME Agrovet and Beverages Ltd. Therefore, I request you to provide some of your valuable time for my brief interview to be conducted. Thanking you. I would like to know whether you Strongly Agree (SA), Agree (A), Neutral (N), Disagree (D) & Strongly Disagree (SD) with each statement. Please answer the following table according to the extent that you agree or disagree with the given statements, corresponding to the scale as: 1 = Strongly Agree; 2 = Agree; 3 = Neither Agree not Disagree; 4 = Disagree; 5 = Strongly Disagree ACME Juice1. Do you choose ACME Juice? 2. As a Juice do you prefer ACME as your first Brand name? Yes No No Yes
What do you expect from the factor related to the ACME Water? 01 The quality of the ACME Juice is better 02 ACME Juice always maintains the core needs of the 03 04 05 06 07 08 09 consumer. Acme Juice have some unique features Acme Juice worth a premium price Price of Acme Juice is cheaper than other Juice. Acme Juice is available in everywhere All kinds of Juice size is provided by ACME Most of the store keeps Acme Juice Acme should take promotional activity strongly for
SA
5 5 5 5 5 5 5 5 5 5 5
A
4 4 4 4 4 4 4 4 4 4 4 4 4 4
N
3 3 3 3 3 3 3 3 3 3 3 3 3 3
D
2 2 2 2 2 2 2 2 2 2 2 2 2 2
SD
1 1 1 1 1 1 1 1 1 1 1 1 1 1 47
this particular brand 10 I always see Acme Juice advertisement in TV 11 TV Commercial of Acme Juice influence in your
mind. 12 Advertising on bill board of Acme Juice attracts you. 5 13 Generally packaging of Acme Juice is more attractive. 5 14 Shapes of the Acme Juice pack are attractive to 5 consumers.
15 Intentionally take Acme juice when you buy Juice 16 Recommended by others when you buy Acme Juice 17 ACME brand Image can recall in your mind when you buy Juice 18 Acme Juice is good compare to other Juices
5 5 5 5
4 4 4 4
3 3 3 3
2 2 2 2
1 1 1 1
ACME Water1. Do you choose ACME Water? 2. As water do you prefer ACME as your first Brand name? What do you expect from the factor related to the ACME Water? 01 The quality of the Acme Water is better 02 Acme Water always maintains the core need for the consumer. 03 Acme Water have quite natural test 04 Acme Water worth a premium price Yes Yes No No
SA
5 5 5 5
A
4 4 4 4
N
3 3 3 3
D
2 2 2 2
SD
1 1 1 1 47
05 06 07 08 09
Price of Acme Water is cheaper than other Water. Acme Water is available in everywhere All kinds of Water size is provided by ACME Most of the store keeps the Acme Water Acme should take promotional activity strongly for
5 5 5 5 5 5 5 5 5 5 5 5 5 5 Yes
4 4 4 4 4 4 4 4 4 4 4 4 4 4
3 3 3 3 3 3 3 3 3 3 3 3 3 3
2 2 2 2 2 2 2 2 2 2 2 2 2 2
1 1 1 1 1 1 1 1 1 1 1 1 1 1 No
Water 10 I always see different Acme Water advertisement in TV 11 TV commercial of Acme Water influence in your mind. 12 Advertising on bill board of Acme Water attracts you. 13 Generally packaging of Acme Water is more attractive. 14 Acme Water bottle are more visible to check dust 15 Intentionally take Acme Water when you buy a Water 16 Recommended by others when you buy Acme Water 17 ACME brand Image can recall in your mind when you buy a Water 18 Acme Water is good compare to other Water ACME Tea1. Do you choose ACME Tea? 2. If yes, Which Tea do you have like best? Tea Acme Shatej Tea (BOP) None of the above 3. As a Tea do you prefer ACME as your first Brand name? What do you expect from the factor related to the ACME Water? 01 The quality of the Acme Tea is better 02 Acme Tea always maintains the core needs of the 03 04 05 06 07 08 customer. Acme Tea have some unique features & Tea color is good Acme Tea worth a premium price Price of Acme Tea is cheaper than other Tea. Acme Tea is available in everywhere All kinds of Tea size is provided by ACME Most of the store keeps Acme Tea
Premium Gold Tea Acme Shatej (Dust) Yes No
SA
5 5 5 5 5 5 5 5
A
4 4 4 4 4 4 4 4
N
3 3 3 3 3 3 3 3
D
2 2 2 2 2 2 2 2
SD
1 1 1 1 1 1 1 1 47
09 10 11 12 13 14 15 16 17 18
Acme should take promotional activity strongly for Tea I always see different Acme Tea advertisement in TV TV commercial of Acme Tea influence in your mind. Advertising on bill board of Acme Tea attracts you. Generally packaging of Acme Tea is more attractive. Acme Tea packaging are more durable from other Tea
5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4
3 3 3 3 3 3 3 3 3 3
2 2 2 2 2 2 2 2 2 2
1 1 1 1 1 1 1 1 1 1
Intentionally take Acme Tea when you buy Tea 5 Recommended by others when you buy Acme Tea 5 ACME brand Image can recall in your mind when you 5 buy Tea Acme Tea is good compare to other Tea 5
Do you have any expected facility from ACME? ....................................... ...
*Please provide your personal information*
Gender:
Male
Female
Age group:
10-15
15-20
20-25
25-30
30-35
35-40
Or above: .. Profession: ...
Monthly income of your family:
10000-30000
31000-50000
51000-80000 47
Or above: .... Name Contact Number: .
*Thank you for taking the time to share your valuable opinion*
Statistical Output of ACME Juice, Water & Tea 6.1 ACME Juice
6.1.1 Descriptive Descriptive Statistics
N The quality of the Acme Juice is better Acme Juice always maintains the core needs of the consumer. Acme Juice have some unique features Acme Juice worth a premium price Price of Acme Juice is cheaper than other Juice. Acme Juice is available in everywhere All kinds of Juice size is provided by ACME Most of the store keeps Acme Juice Acme should take promotional activity strongly for this particular brand 150 Minimum 1 Maximum 5 Mean 3.53 Std. Deviation .903
150
2.97
.781
150 150 150 150 150 150
1 1 1 1 1 1
5 5 5 5 5 5
2.85 2.65 2.75 3.41 3.07 3.57
.854 1.087 1.187 1.232 1.103 .992
150
4.08
.863
I always see Acme Juice advertisement in TV
150
2.09
1.195
47
TV Commercial of Acme Juice influence in your mind. Advertising on bill board of Acme Juice attracts you. Generally packaging of Acme Juice is more attractive. Shapes of the Acme Juice pack are attractive to consumers. Intentionally take Acme juice when you buy Juice Recommended by others when you buy Acme Juice ACME brand Image can recall in your mind when you buy Juice Acme Juice is good compare to other Juices Valid N (list wise)
150
1.90
.954
150
2.11
.970
150
3.21
1.143
150
2.86
.883
150 150
1 1
5 5
3.67 2.37
1.133 1.026
150
3.22
.989
150 150
3.02
1.393
6.1.2 Correlations
QUALITY PRICE AVAILABILITY PROMOTIOAL ACTIVITY PACKAGING PERCEPTION
Descriptive Statistics
Mean 3.1156 2.7033 3.3489 2.5450 3.0333 3.0683
Std. Deviation .65080 .94140 .95798 .73849 .87406 .85672
N 150 150 150 150 150 150
Correlations QUALITY QUALITY Pearson Correlation Sig. (2-tailed) N PRICE Pearson Correlation Sig. (2-tailed) N AVAILABILITY Pearson 1 . 150 .562(**) .000 150 .424(**) PRICE .562(**) .000 150 1 . 150 .211(**) AVAILABI LITY .424(**) .000 150 .211(**) .010 150 1 PROMOTIO AL ACTIVITY .378(**) .000 150 .343(**) .000 150 .330(**) PACKAGI NG .603(**) .000 150 .628(**) .000 150 .364(**) PERCE PTION .557(**) .000 150 .484(**) .000 150 .545(**)
47
Correlation Sig. (2-tailed) N PROMOTIOAL ACTYVITY Pearson Correlation Sig. (2-tailed) N PACKAGING Pearson Correlation Sig. (2-tailed) N PERCEPTION Pearson Correlation Sig. (2-tailed) N .000 150 .378(**) .000 150 .603(**) .000 150 .557(**) .000 .010 150 .343(**) .000 150 .628(**) .000 150 .484(**) .000 . 150 .330(**) .000 150 .364(**) .000 150 .545(**) .000 150 .000 150 1 . 150 .399(**) .000 150 .449(**) .000 150 .000 150 .399(**) .000 150 1 . 150 .543(**) .000 150 .000 150 .449(**) .000 150 .543(**) .000 150 1 . 150
150 150 ** Correlation is significant at the 0.01 level (2-tailed).
6.1.3 Regression
Model Summary Adjusted R Square .492 Std. Error of the Estimate .61043
Model 1
R .714(a)
R Square .509
a Predictors: (Constant), PACKAGING, AVAILABILITY, PROMOTIONAL ACTIVITY, PRICE, QUALITY ANOVA(b) Sum of Squares Regressio n Residual Total 55.704 53.658 109.362
Model 1
df 5 144 149
Mean Square 11.141 .373
F 29.898
Sig. .000(a)
a) Predictors: (Constant), PACKAGING, AVAILABILITY, PROMOTIOAL ACTIVITY, PRICE, QUALITY b) Dependent Variable: PERCEPTION
Coefficients (a) Model 1 (Constant) QUALITY PRICE AVAILABII LITY PROMOTI OAL ACTIVITY PACKAGI Unstandardized Coefficients B .050 .225 .155 .296 .182 .146 Std. Error .268 .106 .072 .060 .077 .082 Standardized Coefficients Beta .171 .171 .330 .157 .149 .186 2.126 2.147 4.948 2.368 1.784 .853 .035 .033 .000 .019 .076 t Sig.
47
NG
a.
Dependent Variable: PERCEPTION
6.2 ACME Water

6.2.1 Descriptive
Descriptive Statistics N The quality of the Acme Water is better Acme Water always maintains the core need for the consumer. Acme Water have quite natural test Acme Water worth a premium price Price of Acme Water is cheaper than other Water Acme Water is available in everywhere All kinds of Water size is provided by ACME Most of the store keeps the Acme Water Acme should take promotional activity strongly for Water I always see different Acme Water advertisement in TV TV commercial of Acme Water influence in your mind. Advertising on bill board of Acme Water attracts you. Generally packaging of Acme Water is more attractive. Acme Water bottle are more visible to check dust Intentionally take Acme Water when you buy a Water 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 Minimum 1 1 1 1 1 1 1 2 2 1 1 1 2 1 1 Maximum 5 5 4 5 4 5 4 5 5 3 4 4 4 5 5 Mean 3.45 2.70 2.67 2.71 1.95 3.01 2.50 3.53 3.70 1.65 1.84 2.19 2.53 3.61 3.60 Std. Deviation 1.262 1.128 1.000 1.058 1.077 1.156 .932 1.103 1.145 .675 1.062 .999 .564 1.370 1.452
47
Recommended by others when you buy Acme Water ACME brand Image can recall in your mind when you buy a Water Acme Water is good compare to other Water Valid N (list wise)
150 150 150 150
1 2 2
5 5 5
2.63 3.00 3.15
1.172 .976 1.032
6.2.2 Correlations
Descriptive Statistics Mean 2.9422 2.3333 3.0111 2.3450 3.0667 3.0950 Std. Deviation .96141 .97737 .85784 .70928 .87214 .87694 N 150 150 150 150 150 150
Correlations
QUALITY PRICE AVAILABI LITY PROMOTIONA L ACTIVITY PACKAGIN G PERCEPTIO N
QUALITY
Pearson Correlation Sig. (2tailed) N
1 . 150 .625(**) .000 150 .559(**) .000 150 .722(**) .000 150
. 625(** ) .000 150 1 . 150 . 365(** ) .000 150 . 819(** ) .000 150
.559(**) .000 150 .365(**) .000 150 1 . 150 .595(**) .000 150
.722(**) .000 150 .819(**) .000 150 .595(**) .000 150 1 . 150
.582(**) .000 150 -.070 .398 150 .564(**) .000 150 .199(*) .015 150
.858(**) .000 150 .487(**) .000 150 .686(**) .000 150 .675(**) .000 150
PRICE
Pearson Correlation Sig. (2tailed) N Pearson Correlation Sig. (2tailed) N
AVAILABILI TY
PROMOTIO NAL ACTIVITY
Pearson Correlation Sig. (2tailed) N
47
PACKAGIN G
Pearson Correlation Sig. (2tailed) N Pearson Correlation Sig. (2tailed) N
.582(**) .000 150 .858(**) .000 150
-.070 .398 150 . 487(** ) .000 150
.564(**) .000 150 .686(**) .000 150
.199(*) .015 150 .675(**) .000 150
1 . 150 .626(**) .000 150
.626(**) .000 150 1 . 150
PERCEPTI ON
** Correlation is significant at the 0.01 level (2-tailed). * Correlation is significant at the 0.05 level (2-tailed).
6.2.3 Regression
Model Summary Adjusted R Std. Error of R R Square Square the Estimate .899(a) .809 .802 .38983 a Predictors: (Constant), PACKAGING, PRICE, AVAILABILITY, PROMOTIONAL ACTIVITY, QUALITY Model 1 ANOVA(b) Sum of Squares Regressio n Residual Total 92.700 21.884 114.584
Model 1
df 5 144 149
F 121.999
Sig. .000(a)
a Predictors: (Constant), PACKAGING, PRICE, AVAILABILITY, PROMOTIONAL ACTIVITY, QUALITY b Dependent Variable: PERCEPTION Coefficients(a) Unstandardized Coefficients Model 1 B (Constant ) QUALITY PRICE AVAILABI LITY .214 .595 -.114 .239 Std. Error .157 .075 .073 .058 .652 -.127 .234 Standardized Coefficients Beta t 1.360 7.926 -1.565 4.139 Sig. .176 .000 .120 .000
47
PROMOT IONAL ACTIVITY PACKAGI NG
.191 .075
.099 .072
.154 .075
1.920 1.039
.057 .300
a Dependent Variable: PERCEPTION
6.3
ACME Tea
Descriptive Statistics N Minimum 150 1 Maximum 5 Mean 2.41 Std. Deviation .716
6.3.1 Descriptive
The quality of the Acme Tea is better Acme Tea always maintains the core needs of the customer. Acme Tea have some unique features & Tea color is good Acme Tea worth a premium price Price of Acme Tea is cheaper than other Tea Acme Tea is available in everywhere All kinds of Tea size is provided by ACME Most of the store keeps Acme Tea Acme should take promotional activity strongly for Tea I always see different Acme Tea advertisement in TV
150
2.16
.898
150
2.54
.563
150 150 150 150 150
1 1 1 1 1
5 5 4 5 4
2.72 2.29 1.97 2.23 2.26
1.094 .894 .851 .893 .958
150
3.56
1.565
150
1.65
.786
47
TV commercial of Acme Tea influence in your mind. Advertising on bill board of Acme Tea attracts you. Generally packaging of Acme Tea is more attractive. Acme Tea packaging are more durable from other Tea Intentionally take Acme Tea when you buy Tea Recommended by others when you buy Acme Tea ACME brand Image can recall in your mind when you buy Tea Acme Tea is good compare to other Tea Valid N (list wise)
150
1.90
.925
150
2.05
.985
150
3.00
1.105
150
2.77
1.058
150 150
1 1
5 4
2.50 2.34
1.128 .896
150
2.17
.833
150 150
2.76
.932
6.3.2 Correlations
Descriptive Statistics Mean 2.3711 2.5067 2.1556 2.2900 2.8833 2.4433 Correlations AVAILABILI TY .583(**) .000 150 .239(**) .003 150 1 PROMOTIO NAL ACTIVITY .364(**) .000 150 .322(**) .000 150 .101 PACKAGIN G .523(**) .000 150 .448(**) .000 150 .624(**) PERCEP TION .529(**) .000 150 .208(*) .011 150 .824(**) Std. Deviation .64568 .81920 .66964 .78849 1.01733 .73966 N 150 150 150 150 150 150
QUALITY QUALITY Pearson Correlation Sig. (2-tailed) N PRICE Pearson Correlation Sig. (2-tailed) N AVAILABI LITY Pearson Correlation 1 . 150 .306(**) .000 150 .583(**)
PRICE .306(**) .000 150 1 . 150 .239(**)
47
Sig. (2-tailed) N PROMOT IONAL ACTIVITY Pearson Correlation Sig. (2-tailed) N PACKAGI NG Pearson Correlation Sig. (2-tailed) N PERCEP TION Pearson Correlation Sig. (2-tailed) N
.000 150 .364(**) .000 150 .523(**) .000 150 .529(**) .000 150
.003 150 .322(**) .000 150 .448(**) .000 150 .208(*) .011 150
. 150 .101 .217 150 .624(**) .000 150 .824(**) .000 150
.217 150 1 . 150 -.146 .075 150 .033 .691 150
.000 150 -.146 .075 150 1 . 150 .430(**) .000 150
.000 150 .033 .691 150 .430(**) .000 150 1 . 150
** Correlation is significant at the 0.01 level (2-tailed). * Correlation is significant at the 0.05 level (2-tailed).
6.3.3 Regression
Model 1
R .858(a)
R Square .736
a Predictors: (Constant), PACKAGING, PROMOTIONAL ACTIVITY, PRICE, AVAILABILITY, QUALITY ANOVA(b) Sum of Squares Regressio n Residual Total 60.028 21.490 81.518
Model 1
df 5 144 149
F 80.445
Sig. .000(a)
a Predictors: (Constant), PACKAGING, PROMOTIOAL ACTIVITY, PRICE, AVAILABILITY, QUALITY b Dependent Variable: PERCEPTION Coefficients(a) Unstandardized Coefficients Model 1 B (Constant ) QUALITY PRICE AVAILABI LITY PROMOT IONAL .590 .270 .150 .996 -.236 Std. Error .151 .071 .049 .066 .054 .236 .166 .902 -.252 Standardized Coefficients Beta t 3.915 3.788 3.042 14.992 -4.384 Sig. .000 .000 .003 .000 .000
47
ACTIVITY PACKAGI NG -.267 .053 -.367 -5.059 .000
a Dependent Variable: PERCEPTION
Draft questionnaire for ACME SpiceACME Spice1. Do you choose ACME Spice? 2. As a Spice do you prefer ACME as your first Brand name? What do you expect from the factor related to the ACME Spice? 01 02 03 04 05 06 07 08 09 10 11 12 The quality of the Acme Spice is better Acme Spice always maintains the core needs of the consumer. Acme Spice have some unique features & good color Acme Spice worth a premium price Price of Acme Spice is cheaper than other Spice. Acme Spice is available in everywhere All kinds of Spice size is provided by ACME Most of the store keep Acme Spice Acme should take promotional activity strongly for Spice I always see different Acme Spice advertisement in TV TV commercial of Acme Spice influence in your mind. Advertising on bill board of Acme Spice attracts you. Yes Yes No No
SA A N
5 5 5 5 5 5 5 5 5 5 5 5 4 4 4 4 4 4 4 4 4 4 4 4 3 3 3 3 3 3 3 3 3 3 3 3
D
2 2 2 2 2 2 2 2 2 2 2 2
SD
1 1 1 1 1 1 1 1 1 1 1 1 47
13 14 15 16 17 18
Generally packaging of Acme Spice is more attractive. Acme Spice packaging are more durable from other Spice Intentionally take Acme Spice when you buy Spice Recommended by others when you buy Acme Spice ACME brand Image can recall in your mind when you buy Spice Acme Spice is good compare other Spice
5 5 5 5 5 5
4 4 4 4 4 4
3 3 3 3 3 3
2 2 2 2 2 2
1 1 1 1 1 1
Do you have any expected facility from ACME? ....................................... ...
*Please provide your personal information*

Gender: Age group: Male 24-30 Female 31-35 36-40 41-45 46-50
Or above: .. Profession: ... Monthly income of your family: 15000-40000 41000-60000 61000-80000
Or above: .... Name Contact Number: . 47
*Thank you for taking the time to share your valuable opinion*
6.4 Statistical Output of ACME Spice6.4.1 Descriptive

Descriptive Statistics N The quality of the Acme Spice is better Acme Spice always maintains the core needs of the consumer. Acme Spice have some unique features & good color Acme Spice worth a premium price Price of Acme Spice is cheaper than other Spice. Acme Spice is available in everywhere All kinds of Spice size is provided by ACME Most of the store keep Acme Spice Acme should take promotional activity strongly for Spice I always see different Acme Spice advertisement in TV TV commercial of Acme Spice influence in your mind. 150 Minimum 1 Maximum 5 Mean 2.37 Std. Deviation .823
150
2.38
.711
150
2.38
.825
150 150 150 150 150
1 1 1 1 1
5 5 5 5 5
2.93 2.61 2.96 2.87 2.79
1.085 .713 1.016 .895 .840
150
4.51
.702
150
2.09
.846
150
2.01
.755
47
Advertising on bill board of Acme Spice attracts you. Generally packaging of Acme Spice is more attractive. Acme Spice packaging are more durable from other Spice Intentionally take Acme Spice when you buy Spice Recommended by others when you buy Acme Spice ACME brand Image can recall in your mind when you buy Spice Acme Spice is good compare to other Spices Valid N (listwise)
150
2.60
.760
150
2.81
.781
150
2.55
.641
150
2.60
.875
150
3.01
.919
150
2.64
.717
150 150
2.49
.784
6.4.2 Correlations
Descriptive Statistics Mean 2.3756 2.7700 2.8711 2.8017 2.6800 2.6850 Std. Deviation .63960 .61478 .79031 .45640 .63001 .50287 N 150 150 150 150 150 150
QUALITY PRICE AVAILABILITY PROMOTIONAL ACTIVITY PACKAGING PERCEPTION
Correlations AVAILABI LITY .433(**) .000 150 .097 .236 150 1 . 150 PROMOTIO NAL ACTIVITY .251(**) .002 150 .279(**) .001 150 -.098 .234 150 PACKAGIN G .397(**) .000 150 .151 .065 150 .161(*) .048 150 PERCEPTIO N .475(**) .000 150 .329(**) .000 150 .419(**) .000 150
QUALITY QUALITY Pearson Correlation Sig. (2-tailed) N PRICE Pearson Correlation Sig. (2-tailed) N AVAILABILI TY Pearson Correlation Sig. (2-tailed) N 1 . 150 .221(**) .007 150 .433(**) .000 150
PRICE .221(**) .007 150 1 . 150 .097 .236 150
47
PROMOTIO NAL ACTIVITY
Pearson Correlation Sig. (2-tailed) N
.251(**) .002 150 .397(**) .000 150 .475(**) .000
.279(**) .001 150 .151 .065 150 .329(**) .000
-.098 .234 150 .161(*) .048 150 .419(**) .000 150
1 . 150 .309(**) .000 150 .232(**) .004 150
.309(**) .000 150 1 . 150 .477(**) .000 150
.232(**) .004 150 .477(**) .000 150 1 . 150
PACKAGIN G
Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N
PERCEPTIO N
150 150 ** Correlation is significant at the 0.01 level (2-tailed). * Correlation is significant at the 0.05 level (2-tailed).
6.4.3 Regression
Model 1
R .654(a)
R Square .428
a Predictors: (Constant), PACKAGING, PRICE, AVAILABILITY, PROMOTIONAL ACTIVITY, QUALITY
ANOVA (b) Sum of Squares Regressio n Residual Total 16.136 21.542 37.679
Model 1
df 5 144 149
F 21.573
Sig. .000(a)
a Predictors: (Constant), PACKAGING, PRICE, AVAILABILITY, PROMOTIONAL ACTIVITY, QUALITY b Dependent Variable: PERCEPTION
Coefficients (a) Unstandardized Coefficients Model 1 B (Constant ) QUALITY PRICE AVAILABI LITY PROMOT IONAL ACTIVITY .531 .131 .162 .180 .072 Std. Error .256 .061 .055 .046 .078 .167 .198 .283 .066 Standardized Coefficients Beta t 2.079 2.142 2.976 3.929 .925 Sig. .039 .034 .003 .000 .357
47
PACKAGI NG a.
.251
.056
.315
4.448
.000
Dependent Variable: PERCEPTION
The ACME Agrovet & Beverages Ltd Bibliography

Chapter 6
47
Bibliography
Books: Marketing Research, Naresh K. Malhotra, An applied orientation (4th Edition). Marketing Management (11th Edition) Philip Kotler. Principles of Marketing (10th Edition) Philip Kotler & Gray Armstrong.
Websites: www.acmeglobal.com www.google.com
Others: Survey from population and information from traders
47

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The ACME Agrovet & Beverages Ltd Introduction

1.1 Origin of the study

1.2 Objective of the Report

1.3 Research Scope & Design

1.4.2 The dependent and independent variables are:

Door to Door Dat a Depth Interview Survey

1.5 Model Development

1.5.1 Graphical Model:

Buy Test Satisfaction/ Perception

1.5.2 Mathematical Model:

1.5.3 Scaling Techniques

1.5.5 Data Collection Method

1.5.6 Coding, Tabulation and Analysis Procedure

1.5.7 Probable Findings

1.7 Industry Overview

1.7.0 Michael Porters Five Forces Model:

The ACME Agrovet & Beverages Ltd Organizational Part

2.0 Company Overview

2.1.0 Historical Background

2.1.1 Company Background

2.1 About ACME Agrovet & Beverages Ltd

Marketing Manager Sales /Admin Brand Executive

RSM Brand Officer ASM

2.2 Products of ACME Agrovet & Beverages Ltd

2.2.1 Premium Drinking Water: A Brief Profile

The ACME Agrovet & Beverages Ltd Marketing Part

3.0 Activities in ACME Agrovet & Beverages Ltd

3.0.0 Quality Control:

3.0.1 Raw materials:

3.1 Marketing Mix

3.2 Marketing Strategy

3.2.1 Product Strategy & Value Chain Management of ACME Juice:

3.2.2 Promotion Strategy:

3.3 SWOT Analysis:

The ACME Agrovet & Beverages Ltd

Consumers Survey and Consumer Perception:

Age Group 150 0

Monthly Family Income 150 0

Male Female Total

10-15 15-20 20-25 25-30 30-35 35-40 Total

Student Job Holder House Wife Retailer Business Total

Monthly Family Income

Dhanmondi Mirpur Mohamma dpur Motijheel Kallaynpur Uttra Total

Uttra Kallaynpur Dhanmondi

Frequency 112 38 150

Percent 74.7 25.3 100.0

Valid Percent 74.7 25.3 100.0

Do you choose ACME Juice?

Frequency 38 112 150

Percent 25.3 74.7 100.0

Valid Percent 25.3 74.7 100.0

As a Juice do you prefer ACME as your first brand name?

Interpretation of the Descriptive Statistics: (Source: Appendix 6.1.1)

Interpretation of the Correlations: (Source: Appendix 6.1.2)

Regression: (Source: Appendix 6.1.3)

Interpretation of ANOVA: From the ANOVA model, The table depicting

Interpretation of Coefficients: From the coefficient table- we can see that

Frequency 109 41 150

Percent 72.7 27.3 100.0

Valid Percent 72.7 27.3 100.0

Do you choose ACME Water?

As a water do you prefer ACME as your first band name?

Interpretation of the Descriptive Statistics: (Source: Appendix 6.2.1)

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