AMERICAN INTERNATIONAL UNIVERSITY BANGLADESH Term Paper about: ABDUL MONEMs Consumer products

Subject name: Principles Of Marketing Course Instructor: Islam, Hamidul Presentation Participants SL NAME
01 02 03 04 Rahman Naziur Hasib Md Abdul
Salman Mahboob

ID
10-16676-2 10-16666-2
07-08252-1

3. Letter of Transmittal
8th ,May, 2011 Hamidul Islam Faculty of Business Administration, School of Business, American International University Bangladesh (AIUB). Subject: A letter of submission of the report. Sir, We hereby submit our report on Food and Beverage of abdul monem group.

This gives us immense pleasure in presently here with this report. In preparing this report we had the unique opportunity to express ourselves. It has been prepared according to your authorization, instruction, formation and suggestion provided. To submit the report, we have tried our best to gather authentic information and provide exact explanation of all the points of specific task about the company.

Sincerely Salman Mahboob : 07-08252-1 Rahman Naziur : 10-16676-2

4. Acknowledgement

5. Executive Summary

6.Table of Contents (Listing name of Topics and Page numbers)

TOPIC 1.Cover Page
2.Title Page 3. Letter Of Transmittal 4. Acknwoledgement 5. Executive Summery 6. Table Of Content 7. Chapter 1): Company Overview 8. Chapter Two): Methodology of the Study

PAGE NO. 1
2 3 4 5 6 7 10

12.Chapter: 3 (Findings and Analysis)

3.i) List of Market Offerings by Abdul Monem Limited 3.ii) AMLs Practice of Marketing Concepts 3.iii)Business Portfolio (SBUs) of Abdul Monem Limited

3,5,7 by Salman Mahboob : 07-08252-1 2,4,6,8,9(i,ii,ii),12,13 by Rahman Naziur 9(iv,v,vi) by Hasib Md Abdul 9(vii,vii,ix) by : 10-16676-2

:10-16666-2

7.Chapter 1) COMPANY OVERVIEW

1.i) Background
Abdul Monem Ltd. is one of the luckiest few to experience change over 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 it competitive in the millennium with the leading edge technologies as well as products and services. The company has long experience of more than 50 years in accomplishing that in the past and is sure to be able to meet this challenge in the future as well. 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 Danone that are the milestones to the company's quest to provide the best and quality products to its millions of consumers.

Company profile
Company Profile
Company Name: Business Type: Product/Service (We Sell): Product/Service (We Buy): Address: ABDUL MONEM LTD Manufacturer Construction Of Highway, Road, Bridge, Building And Airport Worksigloo Sugarigloo Ice Creamauthorized Bottler For The Coca-Cola, Fanta And Sprite, ice-cream, Mango Pulp, Refined Sugar <45 ICUMSA, Mango Bar Raw Sugar (VHP)

Monem Business District, 111, Bir Uttam C R Datta (Sonargaon) Road Brands: igloo sugar coca-cola, igloo ice-cream, igloo foods Number of Employees: Above 1000 People Company Website URL: http://www.amlbd.com Ownership & Capital Legal Representative/Business Mr. Abdul Monem Owner: 7

Trade & Market North America South America Eastern Europe Southeast Asia Africa Oceania Mid East Eastern Asia Western Europe Above US$100 Million

Main Markets:

Total Annual Sales Volume: Factory Information No. of R&D Staff: Management Certification: Contract Manufacturing:

41 - 50 People HACCP ISO 9001:2000 OEM Service Offered Design Service Offered Buyer Label Offered

1.ii) 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.

1.iii) Vision
The main vision of Abdul Monem Group is to be the leading food and beverage company of Bangladesh with the a team of exceptional employees. They are alos expanding their business into pharmaceuticals industry. Srong branding and hard work are their major vision.

1.iv) Objectives of the sudy

Group. To study the present condition of Abdul monem group. To fulfill academic requirement; To gather knowledge about food and beverage of Abdul Monem Group. To get a overview of food and beverages of Abdul monem group. To overview the construction and pharmaceuticals unit of Abdul Monem

1.v)Limitations of the study

During research on AML we faced some problems and there is also some limitations of the study. The major limitations of this study are given as follows: a. There were some restrictions to have access to the information confidential by concern authority. b. The report is only based on very few informations we were able to gather. c. The time limit was too short. d. Sufficient records, publications were not available as per our requirement. e. This report doesnt provide adequate historical information. f. Employees of AML were very busy when we made the questionnaire so there could be some wrong or not exact information in our report.

8. Chapter Two): Methodology of the Study

The applied method in this study is the use of survey and interview. This method is applicable to measure the extent of preferences and how will the manufacturers or dealers use these consumer preferences to add to their sales. In the interview, we researcher used questionnaire to gain the idea regarding the consumer and other product of Abdul Monem Limited. On the other hand, the interview conducted on the employee and the customer care manager for acquiring the knowledge about the products and services of Abdul Monem Limited.

8.i) Sources of Data Collection:

Zahid Alam Assistant Manger (Communications) Abdul Monem Limited Questionnaire support- Few employees of AML Website: http://www.amlbd.com

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9.Chapter: 3 (Findings and Analysis)

3.i) List of Market Offerings by Abdul Monem Limited
Abdul Monem is a giant organization in Bangladesh. They have different types of product(SBU). Those SBUs has different sizes, prices and split in different categories. Here is the list of AMLs consumer product.

SL/ Product Name No

01 02 03 04 05 06 07 08 09 10 11 Coca-Cola Sprite Fanta Igloo-Chocobar Igloo-Cornelli Igloo Vanilla box Igloo Ripple Igloo Single sundae Igloo-Pistachio Igloo-Ghee

Size
(currently available in market)

Price (TK)
(according to size)

Strategic Business Unit

Beverage Beverage Beverage Food Food Food Food Food

600ml, 1litr, 30/-, 55/-, 90/-, 2litr, 2.5litr, Can 115/-, 40/600ml, 1litr, 600ml, 1litr Regular Regular 500ml, 1litr Regular, Family Regular 500ml, 1litr 500ml 110,/30/-, 55/32/-, 55/18/30/-

Food Food

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3.ii) AMLs Practice of Marketing Concepts

In case of AMLs customer driven marketing strategy AMLs follows different marketing concept for each of their product. We know there are 5 major marketing concepts: Product Concept Production Concept Sales Concept Marketing Concept Societal Marketing Concept

AML has different types of SBUs and each of them are not same. To earn maximum revenue and profit AML analyze their products market condition and decide to follow specific marketing strategy for different kind of their product. They able to establish customer satisfaction and strong sub-brand appeal. Like Igloos cornelli cone Ice cream. Here is their product and the marketing concept of that particular product: AML is the brand owner of IGLOO Ice Cream. They follows production and marketing concept for Igloos marketing AML also the only franchisee of Coca-Cola in Bangladesh. They use Product concept, Production concept for this brand. AML has construction unit. To enhance revenue from this unit the uses Marketing concept. AML also trying to make position in Bangladeshs pharmaceuticals market in this case they uses Sales concept.

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3.iii)Business Portfolio (SBUs) of Abdul Monem Limited

The business portfolio is the combination of businesses and products (SBUs) that make up the company. Individual Product, Brand or Business unit of an organization can be considered as Strategic Business Units (SBU).

SBUs of Abdul Monem Ltd: Manufacturer of Igloo ice cream, Manufacturer of AmoMilk liquid pasteurized milk.

AML is the brand owner of IGLOO Ice Cream, the countrys 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

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 Bottler of Coca-Cola, Fanta, Sprite, Sunfill Mango Juice & Kinley Drinking Water.

Coca-Cola, a global leader in beverage industry. AML markets three popular brands -Coke, Sprite and Fanta. They has the market leadership in Bangladeshs beverage market.

Abdul Monem Food Unit: Igloo ghee, Ezee jam, Ezee jelly etc

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 Construction Contractors for the Roads & Highways, Bridges & Culverts, Highrise Buildings, Factory Buildings, Flood Embankment, Hydraulic Structures, Operation
Vessel type:

AML is recognize for the dredging works CSD dredging Flag: BD Owner: Abdul Monem ltd. Manager: Abdul Monem ltd. Built in: 2010 Built by: IHC Beaver Dredgers Yard number: 02711 They are now engage in several works through out the country.

Maintenance & Toll collection.

Abdul Monem Sugar Refinery Limited

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 Aml Trading & Distribution Unit Trading & Distributing product of Danone Brands.

9.iv)Application of product market expansion grid strategies by ABDUL MONEM organization.

Beyond evaluating current business, designing the business portfolio involves finding business and products the company should consider in future. Generally it is a portfolio planning tool for identifying company growth opportunities through Market penetration Market development Product development or Diversification. Product/Market Expansion Grid: A portfolio planning tool for identifying company growth opportunities through Market penetration, Market development, Product development or Diversification. Developing Strategies For Growth and Downsizing Product Market Expansion Grid Existing Products Existing Markets New markets 1.Market Penetration 2. Market Development New Products 3.Product Development 4.Diversification

Market penetration: A strategy for company growth by increasing sales of current products to
current market segments without changing the product.By adding new stores (point of sale) in current market areas to make it easier for more customers to visit, improve advertising, prices, service or store design. Example: Abdul Monem group of limited has coca cola they are operation in the same market for a long time with unchanged or undifferentiated.

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Market development: A strategy for company growth by identifying and developing new market segments for current company products. By identifying and targeting new demographic or geographic markets. And increasing sales of current products to those market segments without changing basic products. Example: Abdul Monem group of limited is creating new markets for their Igloo sugar products is newly packed to be exported to napel.

Product development: A strategy for company growth by offering new or modified products to current market segments.By adding and offering new design, styles, flavors, colors, sizes or modified products to the existing customers. For example: Igloo ice cream has many flavors like Frutz, Ripple, sweetheart etc. Diversification: A strategy for company growth through starting up or acquiring businesses outside the companys current products and current markets.By establishing or buying new businesses venture for adding completely new categories of products to serve new customer segments. Such as: They starts with the construction unit and Igloo... But now they have added completely new categories of products to serve new customer. they have been adding Pharmaceutical.

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9.v)Create a Product Mix Table showing the Line Length, Line Width, Line Depth, and Consistency of Product mix of your company
Product mix consists of all the products and items that a particular seller offers for sale. - Companys product mix has 4 dimensions: Product mix Width Product mix Length Product mix Depth Consistency of Product mix

Product mix width is the number of different product lines the company carries. Product mix length is the total number of items the company carries within one product line. Product mix length is the total number of items the company carries within one product line. Consumer products Igloo Ice cream EZEE Coca cola Igloo Sugar

9.vi)Brand Development Strategy

brand development strategies of Abdul Monem groupFor new and existing product Abdul Monem group used brand development strategies. here a table is shown where are many products of Abdul Monem group limited are situated.

Product Category

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Existing
line extention (Igloo ice cream) Multi Brand ( Coca-Cola, Fanta and Sprite)

New
Brand extension ( ice cream ) New Brand ( AM Pharma ltd)

Line extensionline extension occur when a company extends existing brand names to new forms, colors ,size ingredients or flavors of an existing product category line.

Brand extension-Brand extension extend a brand name to a new or modified product

in a new category.

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Multi-brands: Multi-brands are maintaining additional (more than one) brands in the
same category. - For one category of product when company offer multiple brands to their customers

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New brands: New brands are used when existing brands are inappropriate for new
products in new product categories or markets. The products are new to the market.

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12. Reference and Bibliography

Zahid Alam Assistant Manger (Communications) Abdul Monem Limited Questionnaire support- Few employees of AML Website: http://www.amlbd.com

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