Background of ACME

ACME Group is one of the leading and diversified global conglomerates in Bangladesh,
with offices in all major cities, employing over 30000+ employees and dedicated
to bringing the highest quality products and services to our customers. We have an annual
turnover of US $60 million with diversified interests in Pharmaceuticals, FMCG,
Information Technology Services, Aviation Services, Printing & Packaging Services,
Trading Services, C & F Services, Apparels and more. The conglomerate has an
outstanding record of all around excellence and growth in the relevant business activities

The Acme Laboratories Ltd. is a complete healthcare powerhouse committed to

protecting and improving the health and well-being. She has a wide portfolio of
Pharmaceutical Products across the Therapeutic Spectrum for both Human and Animal
Health. Her growing Herbal repertoires of products are based on man’s symbiotic
relationship with Mother Nature and her abundant resources. With the signing up with
one of the leading Indian Herbal Healthcare majors, Himalaya, Acme also wants to focus
more on developing safe, natural and innovative remedies that will help people lead
richer and healthier lives.

Acme Agrovet & Beverage Ltd. Is the latest of innovative enterprises from ACME
group with its state-of-the-art technology and quality of pharma grade. 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 Page 1
products like ACME mango and orange juice, which is followed by the introduction of
ACME mineral water. Currently THE ACME AGROVET AND BEVERAGES LTD. is
pondering to introduce a wide range of products, some of which are under process of
development.

Sinha Fabrics and Sinha Wool Wears Ltd. Are Acme’s two textile concerns.

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Acme Distrubution distributes the following products:
 Orchy Instant Drinks
 Fruity Juices
 EDNA Chocolates
 Spices
 May fair candy
 Toothpaste
 Toothbrushes
 Shahi spices
 Clausthaler
 Mother care
 Jhilik
 Snacks

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The product is a lemonade or lemon drink with concentration namely, “Thanda Lebu.”

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 Introduction of Thanda Lebu

The main purpose of Thanda Lebu is to quench thirst and refreshing people. The product
is going to be launched in this summer. So, this time is very likely to get a portion of the
market share. Thirsty people always look for cold drinks when it is hot in the summer.
They actually say that they need something “Thanda.” So, whenever they will think of
drinking something cold, Thanda Lebu is likely to come in their mind. And, lemon
squash is also a great drink during hot weather. People make it at home by extracting the
liquid from the lemon and stirring it after adding some sugar in it. This process is
uncomfortable to many people. Nowadays people want ready-made food and drinks. So,
Thanda Lebu with concentration will serve this purpose.

Thanda Lebu is distinct from other lemon drinks in the market in the sense that it looks
like original lemon drink with lemon pieces visible and floating in the drink but it
contains concentration like other soft drinks. So it will taste different and better than
other lemon drinks like RC Lemon, Lemu, and Virgin Lemon etc. We will also focus on
the power of Vitamin C in lemon drink which other lemon drink companies do not adopt.
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So, people will preferably choose Thanda Lebu as their thirst quenching and refreshing
drink as well as usual drink.

We will launch 3 sizes of bottles for Thanda Lebu – 250 ml, 500 ml, and 1.25 liter.

Substitutes available:
There are few already renowned lemon drinks in the market that are Lemu, RC lemon,
Virgin Lemon, Clemon etc. Lemu, RC lemon, and Uro lemon are the predominant lemon
drinks in the market.

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Situational Analysis:
Launching Thanda Lebu from The Acme Agrovet & Beverages Ltd. is going to be a
sure success because Acme is a company well-known in Bangladesh because of their
quality products. They already introduced Acme Mango Juice and Acme Pure Drinking
Water which are preferred to consumers as pure and hygienic. Whenever people think of
purity, they think of Acme products. So, people are most likely to switch to Thanda Lebu
from other lemon drinks as soon as it will be launched.

Currently our competitors Lemu, RC Lemon etc don’t placing ads anywhere. Only the
newly launched lemon drink Clemon is somewhat advertising. So, launching Thanda
Lebu along with huge marketing and advertising is going to be a sure and huge success.

SWOT Analysis

Strength:
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 First, Thanda Lebu is going to be launched under the well known concern The
Acme Agrovet & Beverages Ltd. This is the main strength for our product. Acme
is already an established brand name that signifies purity and quality.
 We will inform our audience the power of Vitamin C in Thanda Lebu which our
competitors do not adopt. This Vitamin C concept is going to attract more
consumers.
 The drink will look exactly like original and natural lemonade. So, this is plus
point. People will feel the originality and purity while drinking Thanda Lebu.
 The name Thanda Lebu itself is a strength of this product be because it is the only
Bengali name among the lemon drink, also the cold drink. So, people are likely to

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 go for a local product and feel themselves loyal to language, country and its
products. Also, it means something cool in hot weather to quench thirst as well as
for refreshment.
 First impression counts a lot. The different style of bottle or package of the
product is another strength. The bottle color will be transparent; same as Lemu’s
bottle but the cap will be of green lemon color. The plastic wrap on the bottle will
not be as usual. There will be small pictures of lemons all over the bottle so that
people can see the original lemonade like lemon drink.
 We will go for very creative and attractive print ads and TV commercials. Our
competitors do not show any creative ad to promote their products. They just
show that some stars are singing and dancing and feeling good with particular
lemon drink. We will show something creative and different. We will discuss
about it later on.
Weakness:
 Particularly, we don’t have any significant weakness. All we can see is our
strength.
 This is a new product in the market. So, generally there might be some troubles
with getting mass audience’s attention. We’ll overcome it through our creative
ads.

Opportunity: Page 5
 As a new product it has lots of opportunity in future.
 Initially the main cities of the districts will be covered regarding advertising.
Eventually, we will reach to the people of all other areas of Bangladesh.
 We have the opportunity of targeting specially the young generation by promoting
them in various events and ads.
 We have the scope of innovation in the existing market.
 We can increase the specialty of Vitamin C in summer.
 Analyzing the demand in the market, we will go for producing 2 or 2.25 liter
bottles of Thanda Lebu.

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Threat:
 There might be other companies launching with this idea with aggressive
marketing. So, we maintain the stability of planning media mix and placing ads.
 There might be much number of competitors but our competitive advantage and
demand for thirst will always be there.

Consumer Behavior Analysis

Demographics:
Bangladesh is country of people having mixed demographical characteristics. Our
attitude, view, perception of everything is so different from each other that marketers find
it difficult to plan and design of marketing their products.
However, regardless of religion-Muslim, Hindu, Buddhist, Christian- people of all age-
child to old- and people of all races get thirsty in hot season or weather. So, it is common
among them to drink something cold and refreshing during these times.

Buying Pattern:
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Thirsty people in the sun or in hot weather usually buy soft drinks or cold water.
Nowadays, there’s an increasing tendency of buying soft drinks rather than water. Among
the soft drinks, nowadays people usually go for lemon drinks. Before, RC lemon was
dominating the market. Then Uro lemon came into the market and tried to capture the
attention of the audience but failed in the long run. Lemu came up with a different ad on
TV and succeeded to capture a portion of the market share. So, Lemu and RC lemon are
dominating the market.

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 Factors Influencing Purchases

Social Factors:
A Person’s behavior is influenced by many small groups. Every person belongs to a
membership group and wants to be in a group that he desires. We have find out these
reference groups and make effective marketing efforts towards them.

Cultural Factors:
Family Members can strongly influence buyer behavior. In our country, Parents give a lot
of time to take care of their children. Now a day they are more conscious about their
children’s health. So, while marketing campaign, we should be careful about this matter.
But historically, there is no cultural issue about lemon drinks. So, while marketing,
cultural environment will be in our favor.

Opinion Leaders:
Opinion leaders are the group who will influence others to buy and use our product. Page 7
Acme is a brand of quality and purity. So, doctors and nutritionists can play the role of
opinion leaders. We can give some chosen reputed doctors and can give them free
samples. Perhaps they will use the product, examine it’s ingredients and if satisfied, will
influence others to buy this product. They will be our opinion leader for both the
products.
Then will be a group, who will not be associated by us. They are the older peoples. These
older peoples will not want to understand the benefits of our product. They generally
carry some thought and it is almost impossible to change them. Many of older people
think that drinking ready-made lemonade might harm to health. So, rather than going in a
conflict with them, better try to persuade our quality somehow or leave them.

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Personal Factors:
Age:
People of all ages drink lemonade or lemon drink. In our commercials and ads, we will
show people of all ages. Although the children, young, and middle-aged people drink it
much. So, we will focus on targeting them and lightly target the old people.

Location:
People can’t bear it when they are thirsty. They want to get a cold drink as soon as
possible. So we will distribute Thanda Lebu in almost all retail stores so that people are
influenced by the spread of our product to buy it. Generally people of city and town area
buy cold drinks frequently. So, our main marketing focus will be on the urban area. But
of course we will make our product available in suburb areas also.

Income:
As our product, Thanda Lebu will offer a reasonable price, so people from middle to high
income level will be able to buy it. The price will be same as other lemon drinks in the
market.

Lifestyle:
According to our lifestyle, we usually consider it prestigious to drink Cola like Coke etc. Page 8
But, we will try to persuade the drink consumers to buy lemon drinks as their refreshment
drink. We will make the culture of buying Thanda Lebu as everyone’s’ refreshment
drink, anytime, anywhere.

Market Segmentation
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It is one of the most important parts of marketing research and analysis. Lemon drink is
generally for all consumers. There is actually no segmentation for lemon drinks. Virtually
everyone drink lemonade. So, we don’t segment the market based on any particular
aspect. We will go for mass marketing. However, we will promote our products based on
two aspects:
 Thirst
 Refreshment

Promotional Plan

Newspaper:
We will place ads on the first pages of newspapers. Before launching, we will use 3 days
to introduce our audience with the product. To get rid of ad cluster, we have decided to
place ads on the first pages.

On the first day, we will place an ad saying Kagoji Lebu, Batabi Lebu, Elachi Lebu,
……….. Lebu !!! There will be pictures of lemon plants with lemons. We will also
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mention that “Keep an eye nest 2 days!!” This way audience will not get annoyed of our
doze and they will patiently wait and see what it comes in the next two days.
On the second day we will show that there are lemon trees but with frozen and iced
lemons in its stems. So people will definitely want to know what is waiting for them on
the 3rd day!!

Finally, we will break the ice on the 3rd day and introduce our product Thanda Lebu. In
that ad we will show lemon plant but with Thanda Lebu bottles in its stems. On the left
side, there will be a typical bottle of Thanda Lebu standing on ice and there will be our

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theme “Thanda Lebu”- Jhaj jukto lebur shorbot” “Vitamin C Somriddho.” “Thanda khan,
changa hon.”

Television:
TV commercials will be run randomly, especially at nights. Before and in between the
news hours we will run the commercials.

Billboard:
We will also post big billboards in all the main points of all the cities using colorful ads.
We believe these bill boards attract consumers more.

Radio:
We will place ads on radio as well. We will book air times on RadioToday, RadioFoorti,
Bangladesh Betar.

Events:
In future, we will run various events to promote Thanda Lebu. We will go to universities,
schools, colleges frequently and offer them discounts and surprise gifts. Later on we will
organize some cricket and football competitions among schools, colleges, and
universities. This will rapidly increase the acceptability of our product. Whenever there is
any event, media people cover it on air. So, our promotion through media will also be Page 10
done at the same time. People all over the country will be able to know about Thanda
Lebu gradually.

Word of Mouth Advertising:

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We will appoint very skilled sales reps to promote Thanda Lebu by word of mouth
advertising. They will talk with general public anywhere with a bottle of Thanda Lebu
drinking and tell them the qualities of Thanda Lebu. We believe this is a very effective
way of advertising.

Media Budgeting

TV ad costing:

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Source: Asiatic

We have planned that we will place our advertisements in the four proposed TV
channels. Form January 2008 to August 2008 we will continue 260 no. of spots in the
five proposed TV channels each month. This will cost about BDT 13,633,288. After that

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we won’t go for any TV commercial because our product will already be well known
among the public. Rather we will spend more on Billboards and newspapers.

Print Media Cost

Prothom Alo 4,48,000
Diner Seshe 120,000
Amader Somoy 105000
Daily Star 192,000
Total Print Cost 865,000

Billboards
Dhaka (2 billboards) (2*150000) 300000
Rajshahi (2 billboards) (2*150000) 300000
Sylhet (1 billboard) 150000
Chittagong (2 billboard) 300000
Total Billboard cost 915,000
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Theme for Broadcasting Ad

The idea of our broadcasting ad will be almost same as the print ads.
We will divide the initial launching ads in 3 parts. On the first day we will show many
types of lemon plants with lots of lemons in its stems. A person will dub “Kagoji lebu,
batabi lebu, elachi lebu, koto lebui to dekhechen, ashlo notun jater lebu…. Chokh rakhun

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agami dui din TVr porday.” This way the public will surely want to know what could be
the new type of lemon!!! We won’t make them annoyed just by saying that “chokh
rakhun”, rather we will say about 3 next 2 days to watch out for more.

On the second day, we will show those same lemon plants but all lemons are inside ice
cubes. This will be something strange to lure the audience to know about what is actually
inside. So, they will definitely watch the next day’s commercial.

Finally, on the third day we will show that those lemon plants but lemons are now bottles
of Thanda Lebu. It will say, “Ei holo notun jater lebu… Thanda Lebu”…. Ei gorome
Thanda manei Thanda Lebu!!!..... Pan korun Vitan C shomriddho jhaj jukto lebur
shorbot!!!.... Akdom ashol lebur shorboter shad!!!” We will also show that thirsty people
of all age and gender and race are curiously looking at those lemon trees and trying to get
hold of those Thanda Lebu bottles. They all are happy with the drink and feeling fresh.
We will also show the Acme brand to signify out quality and purity of this product.

This way the ads will create awareness among the people and inform the new product.
Whenever people will think of drinking something cold, they will definitely go for
Thanda Lebu.

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