Marketing Mix Analysis and 2011

Competitors Evaluation: A study on

ABDUL MONEM LTD. BANGLADESH

Prepared for

RODRICK, STANLEY SUMON

ID: 1001-1017-2
Faculty of Marketing

AMERICAN INTERNATIONAL UNIVERSITY-BABGLADESH

Prepared by

ABIR, MD. ZABER TAUHID

ID: 10-15556-1

i
“Marketing Mix (4 P’s)
Analysis and
Competitors
Evaluation: A study on
Abdul Monem Ltd.
Bangladesh”

ii
 LETTER OF TRANSMITTAL
April 26, 2011

Mr. Stanley S. Rodrick

Lecturer, Faculty of Business Administration
Department of Marketing
American International University- Bangladesh

Subject: Submission of report on “Marketing Mix (4 P’s) Analysis and Competitors

Evaluation: A study on Abdul Monem Ltd. Bangladesh”

Dear Sir,

We are pleased to attach here with a copy of the report on “Marketing Mix (4 P’s) Analysis and

Competitors Evaluation: A study on Abdul Monem Ltd. Bangladesh” This report is a summary

of our findings from the tasks we have been given to complete. We completed the report on

schedule and tried to meet our entire proposed objective within the allotted schedule.

Finally, we are truly grateful to you for giving us this nice opportunity to work on this report,
which we have considered as a great chance for us to develop our Marketing skills.

Thank you.

Yours Sincerely,

ABIR, MD. ZABER TAUHID 10 – 15556 – 1

iii
 Acknowledgement

I’m heartily thankful and like to acknowledge my teacher, Mr. Stanley S. Rodrick (Lecturer,

Faculty of Business Administration, Department of Marketing, AIUB) whose encouragement,

guidance and support from the initial to the final level enabled me to develop an awe-inspiring

report on “Marketing Mix (4 P’s) Analysis and Competitors Evaluation” on ABDUL MONEM

LIMITED, BANGLADESH.

I also like to recognize Mr. Shakil (MinaBazar, Mirpur 10, Dhaka) and Mr. Liton (Retailer,

Mirpur 13, Dhaka) who provided me information to inclusive my report.

Specially, we like to thanks MR. Salem, Marketing Executive, Transcom Beverage Ltd.

Lastly, I offer my regards and blessings to all of those who supported me providing data and

participating in the research in any respect during the completion of the report.

iv
 Executive Summary

With the beginning of the company has journeyed a long distance. Abdul Monem Limited is the
flagship company of itself. Driven with the mission statement the company gradually increased
its activities over the years. During its journey the company has faced a lot of difficulties but
with the strong management approach the company managed to survive. Generating more
revenue was not the only concern of AML. The motto was to build a dream as described in the
mission statement. To achieve the end destination AML has diversified itself and these
diversified activities allowed the company to come close to the people and involved in many
development activities. Such:

AML Contribution at Nation Building:

The company has contributed a lot in nation building since its inception. These includes
Construction Contractors for the Roads & Highways, Bridges & Culverts, High-rise Buildings,
Factory Buildings, Flood Embankment, Hydraulic Structures, Operation Maintenance & Toll
collection, establishment of educational institutions, religious infrastructure and micro credit
operation. Most of these activities directly contributed in building the nation and some of these
indirectly helped the country by developing the education level, poverty elevation, capacity
building and infrastructure development. Development of roads and highways, bridges &
culverts, flood embankment helped the country in building the infrastructure and communication
system while high rise buildings and factories helped people of this country in generating
employment. Those in the end contributed a lot in developing the nation.

Contribution to GDP:

According the World Bank report last year GDP was $62 billion USD where AML turnover was
$55 billion USD. These are the direct contribution. But the company has opened many windows
in the economy to increase the GDP. Developed infrastructure is playing a significant role in

v
Bangladesh economy. As communication became easy people from rural places can get the
modern facility of easily. With the help of modern machine and technology our GDP has
increased significantly over the years.

Employment opportunity:

About 10000 people are directly working in AML in various projects and companies. And the
company has opened many windows in public and private sector to employ thousands. With the
micro credit operation AML is motivating under privileged people in developing various labour
oriented projects, small & medium enterprises and cottage industry which can generate more
employment opportunity in the rural areas.

Micro credit operation:

In recent years AML has introduced micro credit operation to remove poverty. AML has made
the credit facility so simple that one can easily take loan without much hassle and without
mortgage or collateral. AML is not finishing the job after the loan disbursement; it makes sure
that the borrower can make the most of the loan. That’s why AML provide sufficient training on
various projects. The objective is to build the strength of under privileged people to face poverty.
AML believes in teaching the technique, “how to catch a fish” rather than providing the fish.
AML is running the micro credit operation in B.Baria as a pilot project. After the successful
implementation AML has plan of replicating the project throughout the whole country.

Other than the above mentioned activities AML is working closely with the government in many
issues like disaster removal, removal of national calamity etc.

Contribution to national calamity:

AML has always expanded its hands in facing the national calamity. Whenever the nation faced
any natural disaster, flood or any other calamity AML got itself involved in the relief activity.

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AML has distributed Relief among the flood affected people in the year 1988, 1998, 2001 and
2007. This year AML has distributed the relief to cover the most affected people. Moreover 52
Lac liter drinking water was distributed among the affected people this year. These were highly
appreciated by different media.

Disaster removal activities:

AML was never far away from participation in national emergency as it has participated in
rescue operation in the Army Salvage Operation in the Building collapse of Spectra Garments.
All recovery equipment was provided by Abdul Monem Ltd. in 2005.

Corporate Social Responsibilities:

AML was never far away from people. Throughout its journey it has engaged itself in many
activities that helped people. As a part of these activities AML has opened a new wing named
Abdul Monem Foundation at Brahman Baria which is working closely with the people to remove
poverty, develop infrastructure, capacity building, increase the level of education and ensure
food for the poor people. School, College and Madrasha are successfully running under this
Foundation where the students get free study. One orphanage is also running under the banner of
AM Foundation where about 3000 orphans are being taken care of. IGLOO is an active member
when it comes to helping out in disaster programs, education and general societal activities. The
program “Hands to Children” has specially been established to reach out to the children of
Bangladesh.

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Table of Contents

Page No.

 Letter of Transmittal………………………………………………………………............ iii

 Acknowledgement…………………………………………………………………………. iv

 Executive Summary……………………………………………………………………….. v

Chapter 01: Introduction of the Report

 01.1: Company Overview…….…………………………………………………………….. 10

 01.1.1: Management……………………………………………………………….. 10

 01.1.2: Background…………………………………………………………………. 10

 01.1.3: Organogram………………………………………………………………… 12

 01.1.4: Vision & Mission…………………………………………………………... 13

 01.2: Objectives of the Study……………………………………………………..……….. 14

 01.3: Limitations of the Study……………………………………………………..……….. 14

Chapter 02: Methodology of the Study

 02.1: Data Collection Techniques…………………………………………………………. 15

 02.2: Sources of Data Collection……………………………………….…………………. 15

Chapter 03: Findings and Analysis

 03.1: Market Offerings of “Igloo Ice-Cream & Milk Unit”……………..………………….16

 03.2: Marketing Offerings of BEVARAGE UNIT………………………….…………… 17

 03.3: Product Mix of AML ………………………………………….………………………..18

 03.4: Brand Development Strategy ………………………………………..………………… 19

viii
  03.5: Brand Sponsorship ……………………………………………..………………………..21

 03.6: Practice of Marketing Concepts …………………………………………………………23

 03.7: Business Portfolio Analysis …………………………………………….……………….24

 03.8: Ansoff Product-Market Expansion Grid Strategies ……………………….……………27

 03.9: Corporate Social Responsibility ………………………………..……………………….30

 03.10: Promotional Activities (IMC)…………………………………...……………………..31

 03.11: Push/Pull Strategy…………………………………………………..………………….34

 03.12: Pricing Strategy ………………………………………………………………………..35

 03.13: Distribution Strategy …………………………………………………………………..36

 03.14: Evaluation of the company’s close competitors ……………………………...……….39

Chapter 04: Suggestion for the Company………………………………..……41

Chapter 05: Conclusion………………………………………………………….42

 Bibliography…………………………………………………………………….….. 43

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Chapter 01: Introduction of the Report
01.1: Company Overview

01.1.1: Management:

01.1.2: Background:

Since inception the company has gone a long way. Abdul Monem Limited is the flagship
company of itself. Driven with the mission statement the company gradually increased its
activities over the years. More than three and half a decades ago, Mr. Monem dreamt of a
business venture that would have a distinct appeal to the society for its unique qualities and
eventually would become a role model for the other business enterprises. This simple but
extraordinary quality is “Be true to the society”. Abdul Monem Limited focusing to this
philosophy grew over the years by providing the best services and highest quality products.

x
Actually, this key philosophy has remarked Abdul Monem Limited as the most trusted and one
of the leading Companies in the Country.

Abdul Monem Limited Started as a Construction Contractor in 1956 and later diversified to food
sector. Abdul Monem Limited proudly represents brands like Coca-Cola, Igloo, AmoMilk and
Dan-one that are the milestones to the quest to provide the best and quality products to their
thousands of consumers.

Though, Abdul Monem Limited started the business line as the infrastructure development
contractor. Over the decades Abdul Monem Limited has successfully accomplished many
projects including projects aided by the World Bank (WB), Asian Development Bank (ADB),
and Japan Bank for International Cooperation and Islamic Development Bank (IDB). In
recognition to their commitment for work excellence they have been able to initiate projects in
joint ventures and receive many rewards for the achievements.

Abdul Monem Limited aims at generating appropriate financial results through sustainable
growth and constant renewal of balanced business structure. The Company is open and
trustworthy to all its business partners and consumers. Through their business activities, they
wish to make worthwhile contribution to the progress of the country. Guided by the vision, AML
believes in ensuring long term existence by being profitable, successful and sustainable. This is
achieved by the company’s commitments in providing value-adding products and services
demonstrate the company’s commitment to use resources optimally.

To achieve the company’s long-term goals, the senior executives exhibit behavior based on the
principles of leadership and teamwork in general and situational leadership model in particular.
They are result oriented, accountable, open and humane.

Abdul Monem Limited is one of the luckiest few to experience changeover of the Millennium.
Today, in the constantly growing and ever changing world of trade and technology, Abdul
Monem Limited has a new challenge, the challenge to keep us competitive in the millennium
with the leading edge technologies as well as products and services. Abdul Monem Limited has
long experience in accomplishing that in the past and we are sure that would be able to meet this
challenge.

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01.1.3: Organogram

xii
01.1.4: Vision & Mission

Vision:

AML believes in ensuring long term existence by being profitable, successful and sustainable.
This is achieved by the company’s commitments in providing value-adding products and
services demonstrate the company’s commitment to use resources optimally.

Mission:

The mission of Abdul Monem Limited is to build a business venture committed to achieve the
highest quality of products and services for the betterment of the society. This includes
dedication to enhancing the existing operation, exploration and creation of newer profitable
ventures with full respect for the wisdom and ethics of true and transparent business practice as
well as development of personal and institutional professional leadership. AML aims at
providing the society, significant new capabilities for successful careers to all.

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 01.2: Objectives of the Study

Broad Objective:

 Analyzing the Marketing Mix and Competitors Evaluation.

Specific Objectives:

To know about-
 The Strategic Business Units (SBUs) of the company.
 The market offerings of the company.
 Finding the Product Mix of the company.
 Which Marketing Concept they are following.
 How company using different Brand Development Strategies.
 The followed Brand Sponsorship.
 Promotional Activities done by the company.
 Pricing Method of the company.
 Distribution Strategy followed by the company.
 Evaluation of the competitors.
 CRS activity done by the company.

01.3: Limitations of the Study

We were bit delighted after getting the opportunity to make a report on such a big company like
“ABDUL MONEM LIMITED”. We have enjoyed reporting but we got some sort of difficulties
which made our reporting challenging, like-

 Website of the company is not well-working.

 Not much information about the company at the net.

 Company personnel are not willing to inform.

 It was really tough to collect all of the product’s flavor & size

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Chapter 02: Methodology of the Study

02.1: Data Collection Techniques

As a study on “ABDUL MONEM LIMITED” we used-

 Face-to-face communication

 Survey

 Telephone-calls

02.2: Sources of Data Collection

The source of data collection was both primary & secondary source. As a secondary source we
collected information through some web-materials and journals.

We asked the company personnel to gather data; we also talked with a supper stall’s salesman
MR. Shakil and Retailer MR. Liton about supply chain and distribution.

We collected competitor evaluation information from MR. Salem, Marketing Executive,

Transcom Beverage Ltd.

xv
Chapter 03: Findings and Analysis

03.1: Market Offerings of “Igloo Ice-Cream & Milk Unit”

Serial No Product Name Size Price

01. Ripple Cake 1 Litter 250/-

02. Ripple Ice Cream 2 Litters 280/-

03. Cornelli Premium Bar 35/-

04. Cornelli Classic Bar 32/-

05. Igloo Choc-bar Bar 30/-

06. Igloo Mango 1 Litter 150/-

07. Igloo Mango 2 Litters 280/-

08. Skakti Kulfi 1 Litter 95/-

09. Chocolate 1 Litter 150/-

10. Chocolate 2 Litters 270/-

11. Shell & Core Bar 13/-

12. Lolly Bar 14/-

13. Frutiz Bar Bar 15/-

14. Mega Bar 28/-

15. Carmel Combo 1 Litter 200/-

16. Carmel Combo 2 Litters 310/-

17. Igloo Strawberry 500 ML. 80/-

18. Igloo Strawberry 1 Litter 160/-

19. Igloo Strawberry 2 Litters 280/-

20. Vanilla 500 ml. 75/-

xvi
 21. Vanilla 1 Litter 145/-

22. Vanilla 2 Litters 275/-

23. Diet Vanilla 1 Litter 155/-

24. Fruit Nuts 1 Litter 195/-

25. Fruit Nuts 2 Litters 285/-

26. Macho Bar 32/-

27. Cup Strawberry Cup 14/-

28. Cup Vanilla Cup 14/-

29. Single Sunday Cup 25/-

30. Igloo Ego Cup 20/-

31. Igloo Butter 100 ml. 75/-

32. Igloo Butter 200 ml. 140/-

03.2: Marketing Offerings of BEVARAGE UNIT

Serial No Product Name Size Price

01. Coca-Cola 2 Litters 90/-

02. Coca-Cola 1 Litters 60/-

03. Coca-Cola 500 ml. 28/-

04. Coca-Cola (Can) 500 ml. 30/-

05. Sprite 2 Litters 85/-

06. Sprite 1 Litter 40/-

07. Sprite 500 ml. 28/-

08. Fanta 1 Litters 55/-

09. Fanta 500 ml. 30/-

xvii
03.3: Product Mix of AML

xviii
 03.4: Brand Development Strategy

Standing out amid a massive chorus of competitors is a challenge for any company in today’s
business climate. Want evidence? Look at any magazine, TV show or surf the Internet. The
number of offers and sales pitches one receives on a daily basis is simply staggering and
increasingly ineffective. It’s no wonder, then, why businesses are seeking new and more
effective ways of increasing the influence of their brand strategy in the marketplace. A strong
brand strategy can increase the awareness of a company and its offerings in such a way that
establishes strong feelings and reactions and a favorable view towards the company as a whole.
To create this sort of “brand awareness” in your market, it takes skillful Brand Strategy know-
how.

A company has four choices when it comes to develop brands. It can introduce-

Abdul Monem Limited customarily follows Line Extension method more. Line extension says
when a company extends existing brand names to new forms, colors, sizes, ingredients, or
flavors of an existing product category. Such as-

Igloo introduced their product (Ice-Cream) with different flavors, colors and sizes etc. like-

Product Size Product Size

Igloo Mango 1 Litter Chocolate 1 Litter

Igloo Mango 2 Litters Chocolate 2 Litters

Frutiz Bar Bar Vanilla 500 ML.

xix
Igloo Strawberry 500 ML. Vanilla 1 Litter

Igloo Strawberry 1 Litter Vanilla 2 Litters

Igloo Strawberry 2 Litters Diet Vanilla 1 Litter

Fruit Nuts 1 Litter Fruit Nuts 2 Litters

Ripple Cake 1 Litter Ripple Ice Cream 2 Litters

Coca-Cola presents their product in different sizes-

Product Size Product Size

Coca-Cola 2 Litters Sprite 2 Litters

Coca-Cola 1 Litters Sprite 1 Litters

Coca-Cola 500 ml. Sprite 500 ml.

Coca-Cola (Can) 500 ml. Fanta 1 Litters

Coca-Cola 250 ml. Fanta 500 ml.

AML also follows some Multi Branding approach which says additional brands in the same
category. Company is offering same products or services to the existing market but in a new
name. Multi-branding offers a way to establish different features and appeal to different buying
motives. It allows a company to lock up more reseller shelf space.

Igloo acquaint with their new brand name in the field of Ice-Cream sector-

Product Size Product Size

Skakti Kulfi 1 Litter Lolly Bar

Shell & Core Bar Mega Bar

Cornelli Premium Bar Carmel Combo 1 Litter

Cornelli Classic Bar Carmel Combo 2 Litters

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Ego Cup Macho Bar

If we look carefully we can see AML used New Brand attitude which says when existing
brands are inappropriate for new products in new product categories or markets. The products
are new to the market.

AML launched-

 DANISH BANGLA EMULSION LIMITED

 Medicine Brand- NOVUS

03.5: Brand Sponsorship

There are four options available to the manufacturer for the brand sponsorships-

1. Manufacturer’s Brands: The product may be launched as a manufacturer’s own brand. Such
brands have long dominated the retail scene in the past.

2. Private Brands: The manufacturer may sell the brand to a reseller. These resellers give their
own brand name. Such brands are called Private Brands, Store Brand or Distributor Brand.

3. Licensed Brands: Some companies license names or symbols previously created by other
manufacturers, names of celebrities, books etc. Like Calvin Klein, Gucci, Armani etc.

4. Co-brands: Cobranding occurs when two established brand names of different companies are
used on the same product. It has many advantages:

 The combined brands create broader consumer appeal and greater brand equity.

 Allows company to expand its existing brand into a category it might otherwise have
difficulty entering alone.

xxi
Abdul Monem Limited follows Manufacturer’s Brand & Licensed Brands in their business
arenas.

Igloo Ice-Cream & Milk Unit

Igloo Foods Unit
Danish Bangla Emulsion Ltd
Manufacturer’s Brand
AM Sugar Refinery Ltd.
AM Energy Ltd.
AM Pharma Ltd (Novus)

AML produce those products in their own factory and distributes all over the Bangladesh. They
also export their product like, AM Pharma & AM Sugar. Their main exporting markets are-

 North America
 South America
 Eastern Europe
 Southeast Asia
 Africa
 Oceania
 Middle East
 Eastern Asia
 Western Europe

Licensed Brands

xxii
 03.6: Practice of Marketing Concepts

It is an Idea or strategy for marketing a product or service. There are five alternative concepts
under which organizations design and carry out their marketing strategies-

Production Concept

Product Concept

Selling Concept

Marketing Concept

Societal Marketing Concept

Abdul Monem Limited follows Production Concept in their product like, Igloo Ice-Cream &
Milk Unit and Beverage Unit [Coca-Cola, Fanta and Sprite] which says it is the idea that
consumers will favor products that are available or highly affordable. Large production and
effective distribution channel is important Price of the products remains relatively low.

AML maintains a huge quantity of production and a large & effective distribution channel over
the country. AML uses own transportation facilities to distribute products. Most of the times
AML uses direct distribution; they also distribute their products through supply chain. They
usually set their prices at a relative rate to the customers.

With that, AML do some sort of Societal Marketing through CSR activities like-

xxiii
AML is a brand which has associated itself with lives of people throughout the country. They
consider the interests of society by taking responsibility for the impact of the organization's
activities on customers, employees, communities and the environment in all aspects of their
operations. There CSR motto is to take steps to improve the quality of life for employees and
their families as well as for the local community and society at large. IGLOO is an active
member when it comes to helping out in disaster programs, education and general societal
activities. The program “Hands to Children” has specially been established to reach out to the
children of Bangladesh.

03.7: Business Portfolio Analysis

The Business Portfolio is the collection of businesses and products that make up the company.
The best business portfolio is the one that best fits the company’s strengths and weaknesses to
opportunities in the environment. The company must-

 analyze its current business portfolio or Strategic Business Units (SBU’s)

 decide which SBU’s should receive more, less, or no investment

 develop growth strategies for adding new products or businesses to the portfolio

The Boston Consulting Group Approach:

Using the Boston Consulting Group (BCG) approach, a company classifies all its SBUs
according to the growth share matrix. On the vertical axis, Market Growth Rate provides a
measure of market attractiveness. On the horizontal axis, Relative Market Share serves as a
measure of company strength in the market.

xxiv
 STARS QUESTIOM MARKS

HIGH
M
AM Pharma A
R
K
E
T

Igloo Sugar G
Unit R
O
CASH-COWS DOGS W
T
H
Ice-cream &
R
Milk Unit
A
Beverage T
Unit E

Construction

LOW
Unit

HIGH RELATIVE MARKET SHARE LOW

Construction Unit:

Abdul Monem Limited started the business line as the infrastructure development contractor.
Over the decades Abdul Monem Limited has successfully accomplished many projects including
projects aided by the World Bank, Asian Development Bank, Japan Bank for International
Cooperation and Islamic Development Bank. In recognition to our commitment for work

xxv
excellence we have been able to initiate projects in joint ventures and receive many rewards for
the achievements. This is the main Cash-Cow of AML having high market share. This unit can
support all of the sectors.

Beverage Unit:

AML is the leading company in the history of Bangladesh. Primarily started as a construction
contractor then start to manufacture food and milk unit. AML is the authorized bottler for the
Coca-Cola, Fanta and Sprite. They are operating a huge channel of beverage unit. This unit is
also a Cash-Cow of AML contains almost 64% market share.

Ice-cream & Milk Unit:

AML is the brand owner of IGLOO Ice Cream, the country’s most preferred ice cream brand,
enjoying more than 60% market share. Igloo offers the widest choice of ice cream to its
discerning consumers, more than any other competitor in the market and is available in all 64
districts across the country for consumers to enjoy this international standard product. There is
no question about this unit. This unit gained very best market position in the competition.

Igloo Sugar Unit:

Abdul Monem Sugar refinery ltd. a standalone sugar refinery in Bangladesh knows the sweet
success of sugar. Started in the year 2006 it has an annual capacity of more than 300000Mertic
Ton of high grade refined sugar. Launched in the market in the name of Igloo Sugar it has
already gained a tremendous level of confidence in the mind of consumers. Igloo Sugar is now
supplying Pharma grade sugar to pharmaceuticals grade sugar. This particular grade of sugar is
extremely white in Color with finer granule size. Igloo Sugar is now on Star having high growth

xxvi
and market share within a few years. This unit is going to be a new cash cow for AML, so
investment is needed for Sugar unit.

At a glance on AM Sugar-

AM Pharma:

Abdul Monem Ltd. Started their Pharma at the end of the year 2009. The plant is situated at
Hemayetpur in Gazipur. The brand name of its products is Novus. AM Pharma producing
initially 24 generic products mostly related to common diseases including diabetes and heart
disease. AM pharma has more incentives than other SBUs. It is now coming out to be a Star
from a Question Mark, this growth is high and share is becoming high, so it needed heavy
investment to become a complete Star or then cash cow.

xxvii
03.8: Ansoff Product-Market Expansion Grid Strategies

The Ansoff’s model is one of the best tool which companies to develop market and product
expansion strategies. Ansoff’s model is based upon four type of strategies namely market
penetration strategy, market development strategy, product development strategy and
diversification strategy. The strategy is also dependent on company objectives include increasing
sales, increasing profit, enter into new market, develop new product and enter into new business.

Company’s management is looking for the new opportunities to increase their sales and profits.
Ansoff’s has proposed a useful framework for detecting new intensive growth strategies called
“product-market expansion grid”.

Company first preference to check whether they can gain more market share with their current
products in their current markets (Market penetration). Next it will find whether they can find
new market for the current products (Market Development).Then it consider there is a place to
get share by introducing new products in the current market(Product Development). At last if all
the strategies are not feasible in current company environment then produce new products for
new market which needs lot of budget and efforts (Diversification).

Image: Ansoff Product-Market Expansion Grid

xxviii
Apply Strategy @ AML

Market Penetration: AML follows Market Penetration strategy in their Ice-Cream and Milk
Unit. To build this strategy successfully, AML decorates their showrooms with a new look and
also starts building new Ice-Cream Parlor in the locality place; they also have started advertising
their Igloo product, so that they can increase their sales volume.

Market Development: AML also follows Market Development strategy. Igloo offers the widest
choice of ice cream to its discerning consumers, more than any other competitor in the market
and is available in all 64 districts across the country for consumers to enjoy this international
standard product.

Product Development: This is the most followed strategy in AML. The company modifies its
products with new look, color, size, flavor etc. there are a lot of flavors in the line of Igloo Ice-
Creams-

Ripple Cake Skakti Kulfi Vanilla

Ripple Ice Cream Chocolate Igloo Ego

Cornelli Premium Shell & Core Fruit Nuts

Cornelli Classic Lolly Macho

Igloo Choc-bar Frutiz Bar Diet Vanilla

Igloo Mango Mega Choc-Bar

Strawberry Carmel Combo Single Sunday

xxix
Diversification: This is a strategy for company growth through starting up or acquiring business
outside the company’s current products and markets. New products are needed for new markets.
AML diversified their business to-

 Danish Bangla Emulsion Ltd.

 AM Energy

 AM Pharma (Novus)

 AM Sugar Refinery Ltd.

 AM Securities and Financial Service Ltd.

03.9: Corporate Social Responsibility

AML is a brand which has associated itself with lives of people throughout the country. They
consider the interests of society by taking responsibility for the impact of the organization's
activities on customers, employees, communities and the environment in all aspects of their
operations. There CSR motto is to take steps to improve the quality of life for employees and
their families as well as for the local community and society at large. One orphanage is also
running under the banner of AM Foundation where about 3000 orphans are being taken care of
IGLOO is an active member when it comes to helping out in disaster programs, education and
general societal activities. The program “Hands to Children” has specially been established to
reach out to the children of Bangladesh.

xxx
 03.10: Promotional Activities (IMC)

A management concept that is designed to make all aspects of marketing communication such as
advertising, sales promotion, public relations, and direct marketing work together as a unified
force, rather than permitting each to work in isolation.

Integrated Marketing Communication is more than the coordination of a company's outgoing

message between different media and the consistency of the message throughout. It is an
aggressive marketing plan that captures and uses an extensive amount of customer information in
setting and tracking marketing strategy. IMC involves-

ABDUL MONEM LIMITED usually follows-

 Advertising

 Sales Promotion and

 Public Relation

In terms of the Igloo Ice-Cream & Milk Unit and Beverage Unit for promotion.

ADVERTISING:

Print Media, Broadcast Media and Outdoor Media are mainly used by the AML. They use more
promotional activities in Igloo Ice-Cream & Milk Unit and Beverage Unit. Some advertisement
like-

xxxi
SALES PROMOTION:

AML follows sales promotion activities to encourage the purchase or sale of a product (Ice-
Cream & Beverage). E.g. Discounts offer, Coupons etc.

xxxii
PUBLIC RELATION:

AML maintains public relation through building good relationships with the company’s various
publics (stakeholders) by obtaining favorable publicity, building up a good corporate image, and
handling or heading off unfavorable rumors, stories, and events.

They used to uphold this relation by-

- Publications and Company web pages

- News and Press release

- CSR & Public Service Activities

 IGLOO is an active member when it comes to helping out in disaster programs, education
and general societal activities. Our program “Hands to Children” has specially been
established to reach out to the children of Bangladesh.

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 03.11: ABDUL MONEM LIMITED usually use push strategy for selling
their product

Push strategy involves “pushing” the product through marketing channels to final consumers.
The producer directs its marketing activities toward channel members to persuade them to carry
the product and to promote it to final consumers. "Taking the product to the customer"

Examples of push tactics

• Use of sales promotion

• Trade show promotions to encourage retailer demand

• Direct selling to customers in showrooms or face to face

• Negotiation with retailers to stock your product

• Efficient supply chain allowing retailers an efficient supply

• Packaging design to encourage purchase

• Point of sale displays

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 03.12: Pricing Strategy

Pricing is one of the vital elements of company success. Price is the only element in the
marketing mix that produces revenue; all other elements represent costs. Price is the amount of
money charged for a product or service. It is the sum of all the values that consumers give up in
order to gain the benefits of having or using a product or service. There are several types of
pricing strategy-

ABDUL MONEM LIMITED usually use Good-Value Pricing under Value-Based Pricing,
where, Value-Based Pricing says - the prices based on buyers’ perceptions of value, not the
seller’s cost. Price is considered before the marketing program is set. Value-based pricing is
customer driven. Good-Value Pricing says - the right combination of quality and good service to
fair price.

 AML maintains their quality with the consumer’s perceived value

 AML sets its target price based on customer perceptions of the product value.

 They take decisions about product design and what costs can be charged from the
targeted value and price.

 AML analyze consumer needs and value perceptions, and price is set according to
consumer’s perceived value.

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The process of Value-Based Pricing-

This adds can build sense-

03.13: Distribution Strategy

Distribution is one of the major workouts of the 4Ps of marketing process. It is a combination of
decisions and actions involving the overcoming of spatial and temporal and assortment
differences between the sphere of production and meanings and the sphere of the final buyers of
goods and services. The distribution strategy is also a collection of decisions and actions of the
company, aimed at controlling the flow of products in time and space.

 A distribution strategy defines how you are going to create and satisfy demand for your
products.

 A distribution strategy defines how you are going to move products from point of
creation to points of consumption, in a cost-effective manner.

 A distribution strategy must also define how you are going to manage your brand.

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  Whether you are developing a new distribution strategy, or updating an existing
distribution strategy, we can help.

We are concern of Igloo Ice-Cream and Beverage unit of ABDUL MONEM LIMITED. As
ALM use Push Strategy, the distribution channel of AML should be Producer to ultimate
consumer, but there are several media in between.

AML manufactured product can go through the entire distribution channel to ultimate user. In
this process, Distributor collects a lot of products from AML-

Then Distributors sell the product to Wholesalers at a small lot-

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Then Wholesalers sell to the Retailers-

Then finally consumer can get the product-

Or, view can be different. Wholesaler can get product from AML Warehouse-

Even, a retailer also can get products from warehouse, but it is not typical-

So, these distribution processes are followed by the AML, this can be typical or different
facing the situation, transportation or credit.

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03.14: Evaluation of the company’s close competitors

Competitors’ evaluation is a strategic process of the Business world. Every firm got some
competitors; they must verify and evaluate the competitors effectively. As we concern of
ABDUL MONEM LIMITED [Igloo Ice-Cream & Beverage unit] we will show the close
competitor evaluation in terms of Marketing Mix.

“Igloo Ice-Cream & Milk Unit” got two close competitors in the market; they are “Kwality Ice-
Cream” and “Polar” If we consider IGLOO and KWALITY -

Serial No Igloo Brands Kwality Brands

01. Ripple Cake Ripple Ice-Cream

02. Cornelli Celebration

03. Shakti Kulfi Kulfi

04. Strawberry Wild Strawberry

05. Chocolate Chocolate Chip

06. Vanilla Lite Vanilla

07. Shell & Core Gimic

08. Lolly Lolly

09. Mega Millum

10. Macho Wild Ice-Cream

11. Mango Mango Mania

12. Ego

13. Carmel Combo

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After comparing Igloo with Kwality, we can clearly see there are more products in the Igloo
product line than Kwality. If we consider all those sections-

Quality- The technology of production is much more same but Igloo quality is bit higher than
Kwality Ice Cream.

Price- As quality high so price of Igloo is little bit higher than Kwality.

Public Preferences- As we asked 10 people about taste of Igloo and Kwality, 7 of then choose
Igloo and 3 of them Kwality.

So, we can easily say Igloo has got more strength than Kwality and Igloo can evaluate their
competitors effectively.

AML got their competitor in the beverage unit with Transcom Group Bangladesh

If we consider AM Beverage unit with Transcom Beverage unit-

Serial No AM Beverage unit Transcom Beverage unit

Coca-Cola Pepsi

Sprite 7up

Fanta Mountain Dew

Mirinda

Slice

Pepsi Diet

7up Light

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We can see here is very long difference between AM Beverage and Transcom Beverage unit.
Transcom bottling seven different beverages and AM bottling only three beverages. It is crystal
that, Transcom covering 65% of Beverage market in Bangladesh. Here we find a clear concept
that AM is much more weaker than Transcom. AM should build some strategic plan to minimize
the gap between this competitor.

Chapter 04: Suggestion for the Company

As the responsibility of reporting on ABDUL MONEM LIMITED we find the information about
Strategic Business Unit (Only Three) of AML-

- Ice-Cream & Milk Unit

- Beverage Unit and

- Igloo Sugar

We have no comments on Ice-Cream & Milk Unit and Igloo Sugar Unit; both of them are doing
extremely worthy. We like to suggest on Beverage Unit, It has got three items- Coca-Cola, Fanta
and Sprite. After doing competitors evaluation we got there are seven items included in
Transcom Beverage unit, which is the closest competitor in the Beverage Unit. AML have to
improve their Beverage Unit to compete with the Transcom.

On the other hand, when we were trying to get information from the web, we got shocked. AML
web site is 70% not working. Without updating their web site they will not able to maintain the
public relationship with their customers and analysts or reporters.

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Chapter 05: Conclusion

The very enormous name ABDUL MONEM LIMITED is one of the largest companies in
Bangladesh. It creates a milestone for the country. It crafts-

- Involvement at Nation Building

- Contribution to GDP

- Employment opportunity

- Micro credit operation

- Contribution to national calamity

- Disaster removal activities

- Corporate Social Responsibilities

As the responsibility of making report on AML we find the Marketing Mix and Competitor
evaluation. We got-

 The Strategic Business Units (SBUs) of the company.

 The market offerings of the company.
 Finding the Product Mix of the company.
 Which Marketing Concept they are following.
 How company using different Brand Development Strategies.
 The followed Brand Sponsorship.
 Promotional Activities done by the company.
 Pricing Method of the company.
 Distribution Strategy followed by the company.
 Evaluation of the competitors.
 CRS activity done by the company.

xlii
After analyzing this sort of topic we can say AML is a perfect Company for today’s world and
they can contribute huge for the market of this country.

Bibliography

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http://www.brandidentityguru.com

http://www.mba-tutorials.com/marketing

http://www.soopertutorials.com/business/marketing

http://bangladesheconomy.wordpress.com/2009/08/06/abdul-monem-ltd-to-enter-into-pharma-

http://34551.com/Bangladesh/ABDUL-MONEM-LTD_ugupxbz.html

http://marketing.about.com/od/marketingglossary/g/imcdef.htm

http://www.entarga.com/mktgplan/imc.htm

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