AMERICAN INTERNATIONAL UNIVERSITY BANGLADESH

Term Paper about: ABDUL MONEM’s Consumer products

Subject name: Principles Of MarketingCourse Instructor: Islam, Hamidul

Presentation Participants

SL NAME ID01 Rahman Naziur 10-16676-2

02 Hasib Md Abdul 10-16666-2

03 Salman Mahboob 07-08252-1

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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

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4. Acknowledgement

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5. Executive Summary

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

TOPIC PAGE NO.1.Cover Page 1 2.Title Page 23. Letter Of Transmittal 34. Acknwoledgement 45. Executive Summery 56. Table Of Content 67. Chapter 1): Company Overview 7 8. Chapter Two): Methodology of the Study 10

12.Chapter: 3 (Findings and Analysis)3.i) List of Market Offerings by “Abdul Monem Limited”

3.ii) AML’s 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 : 10-16676-2

9(iv,v,vi) by Hasib Md Abdul :10-16666-2

9(vii,vii,ix) by

7.Chapter 1) COMPANY OVERVIEW

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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: ABDUL MONEM LTD  Business Type: Manufacturer  

Product/Service(We Sell):

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  

Product/Service(We Buy):

Raw Sugar (VHP)  

Address: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

Owner:Mr. Abdul Monem  

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Trade & Market

Main Markets:

North AmericaSouth AmericaEastern EuropeSoutheast AsiaAfricaOceaniaMid EastEastern AsiaWestern Europe

Total Annual Sales Volume:

Above US$100 Million  

Factory Information

No. of R&D Staff: 41 - 50 People  Management Certification:

HACCP   ISO 9001:2000  

Contract Manufacturing:

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.

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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

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

Group.

To study the present condition of Abdul monem group.

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 doesn’t 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.

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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 SBU’s has different sizes, prices and split in different categories.Here is the list of “AML’s” consumer product.

SL/No

Product Name Size(currently available in market)

Price (TK)(according to size)

Strategic Business Unit

01 Coca-Cola 600ml, 1litr, 2litr, 2.5litr, Can

30/-, 55/-, 90/-, 115/-, 40/-

Beverage

02 Sprite 600ml, 1litr, 30/-, 55/- Beverage

03 Fanta 600ml, 1litr 32/-, 55/- Beverage

04 Igloo-Chocobar Regular 18/- Food

05 Igloo-Cornelli Regular 30/- Food

06 Igloo Vanilla box 500ml, 1litr Food

07 Igloo Ripple Regular, Family Food

08 Igloo Single sundae Regular Food

09 Igloo-Pistachio 500ml, 1litr 110,/- Food

10 Igloo-Ghee 500ml Food

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3.ii) AML’s Practice of Marketing Concepts

In case of “AML’s” customer driven marketing strategy AML’s 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 SBU’s 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 Igloo’s 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 Igloo’s 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 Bangladesh’s 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).

SBU’s 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 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

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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 Bangladesh’s 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 worksCSD They are now engage in several dredging Flag:  works through out the country.BD Owner: Abdul Monem ltd. Manager: Abdul Monem ltd. Built in: 2010 Built by: IHC Beaver Dredgers Yard number: 02711

Maintenance & Toll collection. Abdul Monem Sugar Refinery Limited

Aml Trading & Distribution Unit

Trading & Distributing product of Danone Brands.

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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 New Products

Existing MarketsNew markets

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.

Market development: A strategy for company growth by identifying and developing new market segments for current company products. By identifying and targeting new

1.Market Penetration 3.Product Development

2. Market Development 4.Diversification

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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 company’s 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.

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.

- Company’s product mix has 4 dimensions:

• Product mix Width• Product mix Length

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• 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 group-For 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 Existing New

line extention (Igloo ice cream)

Brand extension( ice cream )

Multi Brand ( Coca-Cola, Fanta and Sprite)

New Brand( AM Pharma ltd)

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

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

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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