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Welcome To My

Presentation
Atief Kabir
ID: 092060
Thanks To
University Of Development Alternative
&
“Business Strategy of ABDUL MONEM
LIMITED (Igloo Ice Cream Unit)”
Internship Report ON
“Business Strategy of ABDUL
MONEM LIMITED
(Igloo Ice Cream Unit)”
BACKGROUND OF THE STUDY
 Abdul Monem Limited (AML) first emerged as a building and
construction house in 1956.
 In 1999, the company entered a packaging contract with
the Ballantyne Foods Pvt. Limited of Australia for
marketing “Igloo Butter”.
 Bangladesh with her location in south East Asia has a long and
rich historical and cultural heritage. She has a population more
than 150 million. Total area of the country is above 147,570 sq
km of which about 11.3 million (79%) hectare is flood plain. Ice
Cream Market is one of the major sectors in Bangladesh.
 Igloo Ice Cream Unit of Abdul Monem Limited is now a legend
in our country. Since 1964 it is maintaining Ice Cream activities
with efficiency. That’s why Igloo Ice Cream Unit is the leading
position for last 49 years. In this decade Igloo Ice Cream Unit
made the diversification by launching AML Vision.
OBJECTIVE OF THE STUDY
Main objective: The objective of the study is to know the
Business Strategy of aI gloo I ce Cream Unit and review the
in brand management and how ABDUL MONEM LIMITED
engages customer and client will manage in the future.

Secondary objectives
 To know the performance of the campaign referring to
organization through marketing analysis.
 To analyze what the problems and obstacles were at the
launching period.
 To find out how grey communicates with people
METHODOLOGY OF THE STUDY
Different data and information are required
to meet the goal of this report. Those data
and information were collected from various
sources,
LIMITATION OF THE STUDY
Time frame is limited. Only three month is not enough to
cover such a wide area as well as preparing a report.

Moreover, it is the first time we are doing a research
project on the campaign and activations process of a
Abdul Monem Limited (AML) , so very few information
is available on this particular topic. As a result, it will not
possible to go through every matter in details.





Our signature
The Sky is not the limit for us, but our expectation is
within limits. Therefore, our imagination soars
beyond conventional barriers.
Our Vision
In the figure below is the organogram of Igloo, where the task
of each individual is denoted and the line of authority and the
degree of responsibility.
WHENABDUL MONEM LIMITED
WORKS FOR A CLIENT
There are certain conditions that are pre requisite that GREY will
be working for the organization. Some of them are:
1. Good Quality of the product
2. Availability of funds for researching
3. Market position of the product has to be possible to be developed.
4. Creative and working freedom
5. Trust and partnering

SERVICES OFFERED BY ABDUL MONEM
LIMITED
Here in below we see the whole portfolio of AML Group.
 Igloo Ice Cream Unit
 AM Construction
 AM Sugar Refinery Limited
 AM Energy
 AM Securities Services Limited
 Novus Pharmaceuticals Limited
 AMO Milk
 Service Engine BD Limited
 Igloo Sugar
 Igloo Foods

Grey Marketing Services (GMS) Department
Grey Marketing Services handles direct
communications and executions of any marketing
plans. Some activities of GMS.
a. Creation of any plan for direct marketing or customer reach
b. Making of budget for any marketing activities to be done for
client
c. Collect and coordinate HR support to accomplish the planned
activity
d. Maintain a good flow of information from field to client.

9/28/2014
SWOT ANALYSIS: GREY
Strength:

 Igloo’s strengths are its
ability to develop
specifiable and
empirically applicable
corporate, business and
functional level
strategies.
Weakness:

 High operating and
maintenance expenses
resulting from the large
size of the business.
Excessive reliance on
foreign suppliers.
 Higher cost to client

Products Attributes

Macho – Exquisite
Chocobar – Energetic
Shell & Core – Metang
Lolly – Eager
Clown – Animating
Mega – Energetic
\* MERGEFORMAT
Coffee – Refreshing
Ripple – Praiseworthy
Pralin – Puissance
Cornelli – Dual
9/28/2014
Target market selection.
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation

9/28/2014
Pricing Strategy OF ABDUL MONEM LIMITED.
 Excellent Quality
 Better Taste
 Proper Hygiene
 Fresh Ingredients
 Attractive Packaging
 Adequate Labeling
 Goodwill
 Brand Image

9/28/2014
9/28/2014
Price (Tk)
Group Product Name Volume(ml) Pack Size TP MRP
Stick Normal
CHOCBAR 70 24 21.00 25.00

MINI CHOC 65 24 15.25 18.00

SHELL & CORE 58 25 14.00 18.00

LOLLY - LEMON 58 25 11.60 14.00

- ORANGE 58 25 11.60 14.00

DUDH MALAI 50 25 11.40 14.00
Stick Premium
MINI MAX 70 24 21.00 25.00

MILK BADAMI BAR 70 24 23.00 28.00

MEGA 100 16 30.00 35.00

MACHO 100 16 34.00 40.00
Cup
VANILLA - CUP 100 18 17.00 20.00

CHOCOLATE EXPRESS 100 18 17.00 20.00

CRUNCH CANDY 100 18 17.00 20.00

PISTA KULFI/FIRNI 100 12 21.25 25.00

SINGLE SUNDAE 120 14 27.00 32.00

SNOW BALL/FOOT BALL 100 20 18.50 22.00

MANGO MAGIC 125 20 18.50 22.00
Cone
CORNELLI CLASSIC 115 14 34.00 40.00

Sales & Profit Diagram.
9/28/2014
CONCLUSION
 ABDUL MONEM LIMITED is one of the Promising
companies in Bangladesh. This company is now
becoming one of the leading companies of beverage
products. By Adding new products, maintaining the
quality, applying modern machineries, improving
worker’s skill, they are serving peoples in the whole
country. People are being satisfied by consuming
these products such as Igloo Ice Cream , Fanta Lemon,
Fanta Orange, Sprite, Diet Coke, Sunfill Mango Juice
etc. than others companies beverage products.


Thank To All