The ACME Agrovet New

7/30/2019 The ACME Agrovet New

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The ACME Agrovet & Beverages Ltd

Introduction

Chapter 1

1.0 Introduction


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Bangladesh is a developing country, day by day the number of organization is increasing.

So it is very difficult to choose any organization where have chance to learn something

for future development

Marketing is one of the most important parts for every production and service oriented

organization. Without marketing, any organization cannot make any place in the market.

If any organization want to make position in the market than that organization must need

the present information about the product or service. However, it is very difficult process

to get the present information of market situation.

Marketing survey is one the important procedure to know who are the actual customers,

what their demographic conditions, what category they hold, media habit and others

information about the customers, and provide some information on competitors.

Therefore, a marketing manager can know all of this information by doing marketing

survey and get the preparation for the next step.

I have done my internship program in ACME Agrovet & Beverages Ltd. Since 1954, The

ACME Laboratories Ltd. has been doing their operation in Bangladesh and today, it is

one of the most successful business conglomerates having sister concerns and

investments in various sectors in lot other areas in Bangladesh.

The ACME Agrovet and Beverages Ltd. a sister concern of The ACME Laboratories Ltd.

This paper prepared based on Consumer Perception analysis with four products, Juice,

Water, Spice and Tea.

In addition to the Consumer Perception analysis of those products, this paper also

provides us with a brief set of recommendations to what this company can do in order to

enhance their market share.

1.1 Origin of the study


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I have done my internship program in ACME Agrovet & Beverages Ltd. I was placed in

the Marketing Department (Brand Division) in Head Office, Kallaynpur, Mirpur Road.

I joined the program on April 1, 2012.

During my internship period, I had not any specific organizational position. I worked

there five days in a week. My office hour was 8:30am to 6pm. At the first day of my

internship Mr. Md. Allama Mursed Muneem, Marketing Manager, tell me about my

duties and responsibilities and then, Ms. Moniza Islam, Brand Executive, introduce me to

whole staff of marketing department. And my duties are given below:

Regular market visit for finding opportunities to enhance sales volume& submit

Visit report.

Perform Household campaign as a promotional activity of the product & submit

campaign report.

Distribute free Sample (Spice) in different location to get Consumer Opinion on

the particular brand (Acme Spice)

Factory Visit with different university students as a opportunity for the university

student to experience the world class infrastructure and production process

Handling of Tea, Spice, Juice and Water under Media Manager and Category

Manager.

Assisting Media Manager in new product development

Design of Corporate Advertisement

Design of Media Scheduling.

Participation in Presentation of Agencies regarding handling of brands

Development of proposal & Market Research.

1.2 Objective of the Report


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Obviously, the research would lead us towards what information we want from the

market. Therefore, it is very important for us to have objectives of our own to carry out

the research in order to have a proper guideline throughout the research.

1.2.0 Broad Objective

To find out and analyze the current market scenario of the portfolio ACME and come

up with different promotional strategies for ACME Premium Drinking Water, ACME

Premium Classic Mango and Orange Juice, ACME Spice and ACME Premium Gold Tea.

1.2.1 Specific Objectives

To analyze the current market and compare the market shares.

To find out the consumers preference of existing products.

To find out consumers perception of ACMEs Brand elements.

To design promotional strategies for each of the products under ACME Portfolio.

1.3 Research Scope & Design


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For overall products perception, the sample size would be 150. For overall company

products perception, the sample would be mainly households, businesspersons, Students

and different professionals people. The sampling will be done in Dhaka district.

This research is an exploratory one and both qualitative and quantitative data is used. My

research is based on primary research carried out through surveys. I have tried to identify

the research problem stated in Problem Statement and come up with hypothesis; I would

try to develop research questions. Based on the research question we would go on to

develop a questionnaire, which will be pre-tested and modified to give us the final

questionnaire. Then collect data from our target sample (mentioned in detail in a later

part) through surveys.

1.4 Methodology


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1.4.0 Research Question and Hypotheses

The main Research Question the study will try to answer is, identify the perceptionby

the consumer of ACME products in Bangladesh.

I have developed the following hypothesis for the research:

The perception of ACME products, customer is influenced by -

H1: Quality of the ACME products is defined in terms of consumer need.

H2: Customer preference depends on price of the products.

H3: Customer Perception depends on availability and promotional activity.

H4: Customer awareness depend on Products features.

H5: Acceptability depends on taste and preference.

H6: Customer loyalty depends on promotional commitment.

H7: Higher level of fulfilling consumer need is associated with higher level of consumer

Perception.

H8: Packaging of the products can be attack on consumers mind.

1.4.1 Types and Sources of Information

It explains sources of data to prepare the proposal. The following sources of data were

used:

1.4.1.1 Primary Source of Data:

A very primary source of data has been used while preparing this research

proposal. Primary data, information is collected as follows

a. Communication

1. Personal Interviews of the company personnel

2. Surveys/Questionnaires

b. Observation

1.4.1.2 Secondary Sources of data:

Secondary information was collected from market research reports that prepared by the

ACME, like -


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Internet articles and publications of ACME,

Concerned personnel from The ACME Agrovet and Beverages Ltd.

Company Website

1.4.2 The dependent and independent variables are:1.4.3.1 Dependents Variables:

a) Perception

1.4.3.2 Independent Variables:

a) Quality

b) Price

c) Availability

d) Promotional activity

e) Packaging

1.4.3 Data Gathering Method

The required data for this research proposal was collected through the questioner survey,

face to face interview with some consumers & Retailer.

1.4.4 Sampling Plan and Sample size

1.4.4.0 Study population

The first step of the sampling design is defining study population. Due to the time

restriction and other limitations this survey was only restricts in some places of

Dhaka City such as- Dhanmondi, Mohammedpur, Motijheel, Kallayapur,

Uttra and Mirpur areas of the consumers and some Retailer.

1.4.4.1 Sampling frame

I was choosing up the specific number of consumers and prepare a record which

will represent all consumers of my selected area.

SURVEY TECHNIQUES

Techniques


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In a verbal model a moderator engages in discussion on the Perception of ACME

products with some respondents as a focus group and asking them about their Perception

of the products what they like and dislike about ACME products, what should added or

removed for molding their satisfaction. Moderator records their discussion as video or

audio to understand better of the problem and their distinct needs. A moderator can give

them to test the level of quality of ACME products as well as taste based on their

previous experience on such product. Based on their response a moderator can realize the

modification of the product to meet their desire need.

After determining individual consumer needs from themselves, they get ready to buy the

product according to their need. To fulfill their needs consumer go to the nearest shop for

purchasing that product. Primarily purchasing consumer test the product to assure its

quality, if the quality level exceeds his/her level in comparison with previous products

consumed, results in satisfaction, again purchase and consumer loyalty.

1.5.1 Graphical Model:

Need

Buy

Test

Satisfaction/ Perception

Loyalty/Awareness

1.5.2 Mathematical Model:

Y= a + b1x1 +b2x2+b3x3+b4x4+b5x5


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Where,

Y = degree of preference

A = Constant

x1 = qualityx2 = price

x3 = Availability

x4 = promotional activity

x5 = packaging

1.5.3 Scaling Techniques

I was used likert scale of questionnaire. We would like to know whether respondents are

Strongly agree (5), Agree (4), Neutral (3), Disagree (2) and Strongly Disagree (1)with each statement. There is no right or wrong answers. I was asked close-ended, short

length and short time question to the respondent.

1.5.4 Pre-Testing

The initially developed questionnaire was pre-tested through some model respondent. I

was done this only to make sure the excellence of the questionnaire in terms of delicacy,

succinctness, impartiality and understandability and so on.

1.5.5 Data Collection Method

The data was collected through questionnaire survey. If respondent is understood, then

the interviewer himself will fill up the questionnaire based on the respondent answer.

1.5.6 Coding, Tabulation and Analysis Procedure

The reply of the respondent was putted into the computer for tabulation and analysis.

SPSS was used to analyze the data. Regression and Correlation analysis also be used to

analyze the data.

1.5.7 Probable Findings

Before conducting the research I think that this research will give us some probable

findings which will ease my work and help us to make the research effective. These


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findings may not match with the market judgments but will guide us as to what extent the

existing problems are playing their part. Beside this we will be able to know which areas

do we need to concentrate more as well as do research in order to solve them. Finally I

will also try to identify the most effective Medias to reach out to the customers.

1.5.8 Implication

If my probable findings are to be true, ACME has to alter several of its strategies to

respond to the situation. For example it ought to come up with different promotional

strategies and use its promotion more effectively by using their brand elements

differently.

1.6 Limitations


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Unwillingness of the respondents to go through a survey process was the main limitations

of this survey. Lack of association to this kind of questionnaire may also have caused

some twist of real information. Besides, the severe level of illiteracy among the majority

of the stakeholders was a major obstacle to collect reliable information. This research is

subject to several limitations, some of which are:

Financial constraints limited the survey being done in only Dhaka City.

Language barrier: The questionnaire did not have a Bengali version, which

prevented us from getting a large audience to be involved in the survey.

The study was solely completed by the writer. So there is a chance of

misinterpretation of the facts related to the report.

Information was not available for conducting full-fledged research as the

writer was not allowed to study upon the sensitive data regarding the

organization.

Company policy about the secrecy of the information.

Limited experience on preparing this sort of report

1.7 Industry Overview


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This Agrovet and Beverages industry has got some critical factors. The most important of

them is pricing. Although Brand is very important aspect by which we can persuade

consumers to buy the product but it is a part of promotion. The depreciation costs, fixed

assets costs, production costs, packaging costs, salary and lot of other factors are critical,

but the pricing is set considering these factors. The industry is mainly focused on the

product taste, price and availability. 1 taka or 2 taka price difference is a key factor in

pushing this product into the market. Initially, these products are pushed into the different

outlets (Shelving) for them to be available into the market, and then through promotion,

they are pulled by the consumers.

1.7.0 Michael Porters Five Forces Model:

1.7.1.1 Threat of new Entrants:

This depends on who is entering. Generally, this threat is low because it is not every now

and then that a company is entering this industry. But when we judge the market and see

that most of the local giants like Akij Foods and Beverages Ltd, Pran Foods Ltd, Arong is

spending on a large scale with its product to enter the juice market, MNCs like Dabur

Nepal is in the pipeline to enter but and Marico is already playing a part in the market, it

seems that the threat is high. Therefore, we can conclude that the threat is high dependingon who is entering the market.

1.7.1.2 Industry Rivalry:

Since this industry is very price sensitive and the players cover most of all the segments

of the population, the rivalry is very high. Price depends on all the internal expense and

operational costs of the company, that is why, it is not easy top be price-change

responsive for all the companies. For example, if Lipton Taaza decreases Tea price for 1

TK, ACME Tea may not be that much responsive to this change because they simple

cannot. Shezan is international player, it costs 16 TK. for its 250 ml juice, whereas

ACME and others cover it in 15 TK. if Shezan decreases it to 15 TK, it would not be easy

for the other players to decrease it to 14 TK. Therefore, this industry is highly

competitive and fiercely price sensitive.


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1.7.1.3Substitute Products:

For juice, the substitute products are other energy drinks, fruit drinks and other Chinese

natural drinks. For Tea, the substitute is Coffee and for mineral water, the substitute is

carbonated soft drinks. For juice, the pressure of the substitute product is moderate

because now, the population is increasingly becoming aware of how important it is to

have some juice in their daily lives. For mineral water, the pressure of carbonated soft

drinks is becoming lower because people have become aware of the side-effects of daily

consumption of those products. More importantly, due to increase in promotion, the

consumption of juice has increased (Shohidul Islam, Media Manager). For Tea, the

substitute coffee is increasing and the pressure is high. In the corporate offices and

institutions or restaurants, the consumption of coffee is increasing gradually.

1.7.1.4 Bargaining Power of suppliers:

Since the products depend on quality, the quality of raw materials plays a key role.

Therefore, it is not easy for the companies to put high pressure on the suppliers of raw

materials. They are procured from the best source available, both locally and

internationally. Hence, the bargaining power of the suppliers and the companies is highly

moderate.

1.7.1.5 Bargaining Power of Buyers:

Undoubtedly, this is very high. The buyers are the key to this industry and they can have

whatever they want in this price sensitive industry. With the pull strategy being used

extensively, the buyers are absolutely pressure free for whatever they want to have.


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drugs for the society and maintain the quality of the product in every steps of production.

it also accelerates its activities for materializing the WHO ( world health organization)

ensuring health for all with in 2015.

ACME Group is one of the leading and diversified global conglomerates in Bangladesh,

with offices in all major cities, employing over 3000+ employees and dedicated

to bringing the highest quality products and services to our customers. ACME

continuously seeks to expand its production facilities, add employees and increase its

sales and marketing efforts. According to the latest statistics, out of about 300

pharmaceutical companies in the country, The ACME Labs is one of the top four.

The ACME Laboratories Ltd, the pharmaceutical major and the flagship Company of the

ACME Group, is a Manufacturer and Global exporter of Human, Herbal and

Veterinary Pharmaceutical products. Our comprehensive Product List ranges from

Antibiotics to Histamines to Vitamins.

2.1 About ACME Agrovet & Beverages Ltd


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With a vision to ensure the health, vigor and happiness for all, ACME began its journey

in 1954 with a small pharmaceutical production facility. In the year 2012, ACME

celebrated its 58th anniversary of establishment.

Over a little more than 58 years, ACME has become one of the largest conglomerates in

the country. In pursuit of excellence, ACME flourished its business in various sectors

including pharmaceutical, FMCG/ Agrovet and Beverage, Textile and information

Technology. With a yearly turnover of $70milion and work force of more than 3200

ACME has become a phenomenon in the country.

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 products like ACME mango and orange juice, which is followed by the

introduction of ACME mineral water, ACME Spice and ACME Tea. Currently THE

ACME AGROVET AND BEVERAGES LTD. is pondering to introduce a wide range of

products, some of which are under process of development.

2.1.0 Mission Statement

Our holistic approach is to ensure Health, Vigor and Happiness for all by manufacturing

ethical drugs and medicines of the highest quality at affordable prices and reaching out

even to the remotest areas by proper distribution network. We view ourselves as partners

with doctors, our customers, our employees and our environment. At present,

Globalization is our top corporate priority.

2.1.1 Vision

Our Vision is to reach out even to the remotest areas of Bangladesh and improve lives

with quality products at an affordable price. The ACME Agrovet and Beverages Ltd.

started its venture in 2005 with orange and mango juice. Then it introduced drinking

mineral water. Latest of their product is ACME Spice and ACME Premium Gold Tea. It

has established a modernized plan in Bangladesh located at Hemayetpur. The plant is

equipped with modernized technological facilities and run by qualified personnel in

accordance with the stringent guideline of BSTI.

ACME Organogram of Marketing Division


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2.2 Products of ACME Agrovet & Beverages Ltd

2.2.0 ACME Juice:

Group Chairman

Managing Director

Executive Director

Directors

ASM

SALES

RSM

TM

SR

Brand Executive

Brand Officer

Marketing Manager

Sales /Admin

Directly

Reports to

Reports to


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Premium and Classic Mango and Orange Juice

One of the leading products in ACME Brand is ACME Juice. In the Juice market ACME

Juice got a leading place. The juice products are packed with the unique Tetra Pak

technology. It ensures longer shelf life, No deterioration during shelf life and free of

preservative related side effects.

As ACME is always ensure the quality, ACME juice produced by the best technology

and production process. So to ensure quality of product, ACME does the procurement

from the best source available. The company emphasizes to the greatest extent on the

quality of raw materials. The raw materials of Mango juice are imported from India and

Pakistan. These are continental mangoes of the best quality.

For Orange Juice, concentrated orange pulp is procured from the best places of Brazil,

produced by blending a pool of selected fresh oranges.

ACME mango and orange juices are differentiated due to their unique taste and flavor.

Being nutritionally rich and free of noxious preservatives, they are available in 150 ml,

250 ml and 1000ml hygienic UHT packs.

2.2.1 Premium Drinking Water: A Brief Profile

ACME water ensures purity and arsenic free water to the consumer. ACME premium

drinking water symbolizes Purity. ACME strictly maintains the guideline and standard of

BSTI. In this case, ACME use pet bottle as it is bottled in environment friendly. It


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contains proper mineral balance and is for all age groups. It is available in 1500ml,

1000ml and 500ml.

By this product ACME served different hotels, restaurant clinics and also different

institution. The water treatment process includes reverse osmosis with 20 stages of

filtration process, Ozone and Ultraviolet Ray Treatment before the water is bottled.

ACME Spices

ACME Chile, Coriander, Turmeric and Cumin powders


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The Packing material is washed from nitrogen solution that no chance of quality hamper

is there. The raw material is collected from the local market especially from the north

Bengal.

ACME Spice has the essence of the actual spices pungent taste and aroma, required in

small quantity and makes food simply marvelous. So bring home a pack of ACME Chili,

coriander, Turmeric or Cumin powders.

No Colors

No Additives

Available in 200gm, 100gm, 50gm and 15gm packs

ACME Premium Gold Tea: A Brief Profile

Tea is the latest of the products in The ACME Agrovet and Beverages Ltd. It is available

in 10g, 50g, 100g, 200g and 400g pack sizes.

The product is launched as a premium product and marketed as Raw Tea. This product

follows Focus Strategy mainly focusing urban and suburban premium customers. It

targets the retail outlets. It is in its embryonic stage with the product being launched with

few difficulties and going through a sustainability period. Ispahani and Lipton are the

market leaders with high availability and differentiation through promotion and branding.

Tetley and HRC are controlling a substantial amount of the market and sustainability is

difficult if this product do not change its strategy. Recently introduce ACME Shatej

(Dust) Tea, ACME Shatej Tea (BOP).


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The ACME Agrovet & Beverages Ltd

Marketing Part

Chapter 3


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3.0 Activities in ACME Agrovet & Beverages Ltd

While producing the Products ACME Agrovet & Beverages Ltd. consider about

something before production.

1. Quality Control

2. Raw material

3. Packing material

3.0.0 Quality Control:

Total Quality Assurance (TQA) is ACMEs premier strength for ensuring the highestobtainable quality. As ACME Agrovet comes from a parent company like ACME

laboratories so it is always very much careful about its quality control. ACME ensures

best equipment and well trained staff. All procedures for testing, sampling and inspecting

are clearly documented, approved and implemented with pin-pointed precision.

3.0.1 Raw materials:

ACME produces raw materials from the best possible sources. ACME believes that

quality of product depends on the quality of raw materials.

For mango juices, concentrated mango pulp comes from the best sources of India and

Pakistan, which are produced from continental mangoes of best quality.

For orange Juices, the raw materials as concentrated orange pulp are being procured from

the best sources of Brazil, which are produced by blending a pool of selected fresh

oranges.

ACME collects best raw materials for the spices. ACME normally collects raw materials

locally specially from north Bengal.

ACME Tea is collected from the best sources and best tea leaf producers.


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Water treatment plant is place a high place in terms of ACME Agrovet division

The water treatment process includes reverse Osmosis which undergoes 20 stages of

filtration process, Ozone and Ultraviolet Ray treatment before the water is bottled as

premium drinking water for marketing.

3.0.2Packing materials:

Our juice products are packed aseptically using the unique Tetra Pack technology

ensuring

1. Longer Shelf Life

2. No deterioration during shelf life

3. Free of preservative related side effects.


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3.1 Marketing Mix

3.1.0 PRODUCT

3.1.0.1 Product Objective

To place the product by understanding the target group insights in line with their decision

making tools like:

1. Natural color of spices.

2. Superior in Taste & smell.

3. Hygienic Factor.

3.1.0.2 Strategy

Product Differentiation

Almost generic in nature compare to all other competitor.

For Mixed spice scope lies for differentiated product with taste.

3.1.1 PRICING

3.1.1.0 Objective

The Pricing objective is to maximize the revenue & generate funds for ensuring proper

pull for the brand.

3.1.1.1 Pricing Strategy

At present the trade price margin is higher than competitors to ensure trade pull

and MPR is almost similar to market leader as Consumers are not that much price

sensitive rather than ensuring quality.


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3.1.2 DISTRIBUTION

3.1.2.1 Objectives

To enter at least 120000 Spice outlets on the first year which are contributing

standard margin.

To strengthen the Outlet coverage in the Metro Areas which are potential for this

products.

3.1.2.1 Strategy

To ensure trade penetration with different attractive trade campaigns round the year.

3.1.3 PROMOTION

3.1.3.1 Advertisement Objective

To communicate every functional benefit, competitive strength facts to the

quality sourcing target group.

Optimizing awareness level among target group & more than 5 million

families.

As Women's are the main contributor for cooking stuffs, they made the decision of

choosing brands most of the time. Rest of this a small quantity of bachelors segment also

using Pack spices specially mixed spices for their convenient cooking:

Target Group

Female house wives and

inhabitants

Age Group 18 +Social status Middle class to upper class

Income 15,000 & above

Pattern daily basis (at least 2 times a day)

Nature Educated/ Out target grouping


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3.2 Marketing Strategy

3.2.0 Target market & Consumer profile:

1. Children, students and married women (housewife and working women)

with children.

2. Children between the ages of 8-10 years, students aged 17-24 years and

mothers aged 26 - 40 years.

3. Regular user of fruit juice i.e. consumes fruit juice at least twice a month.

4. Brand usage: Consumers any of these brands - ACME, Pran, Starship,

Danish Shezan etc.i. 6. SEC: A; B; C.

ii. Monthly income Tk. 15000-25000+

3.2.1 Product Strategy & Value Chain Management of ACME Juice:

1. The juice products are packed with the unique Tetra Pak technology. It

ensures longer shelf life, No deterioration during shelf life and free of

preservative related side effects.

2. To ensure quality of product, ACME does the procurement from the best

source available. The company emphasizes to the greatest extent on the

quality of raw materials.

3. The raw materials of Mango juice are imported from India and Pakistan.

These are continental mangoes of the best quality.

4. For Orange Juice, concentrated orange pulp is procured from the best

places of Brazil, produced by blending a pool of selected fresh oranges.


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5. ACME mango and orange juices are differentiated due to their unique

taste and flavor. Being nutritionally rich and free of noxious preservatives,

they are available in 150 ml, 250 ml and 1000ml hygienic UHT packs.

6. The range of this product is 150 ml Classic orange and mango juice, 250

ml Premium and Classic orange and mango juice, and 1000ml Premium

and Classic Orange and Mango juice, and also 1000ml Classic Mango and

orange juice.

7. The target consumers are 5 years to 12 years popular segment for 150 ml.

This brand is personified with Fun Loving, Friendly and Smart. The core

value is the taste that gives refreshing energy.

8. For 250 ml, 6 years to 25 years segment is targeted. It is in the list of

regular go out menu that makes consumers feel good.

9. 1000ml targets the families in both urban and suburban premium and

popular segment, marketed as regular family drink for 26 years to 40 years

segment.

10. In general, the product is mainly retail focused, that relies on

differentiation strategy with Quality being the core competency. The

product is going through growth stage with Shezan being the market

leader with differentiation strategy, Danish with focus strategy and Pran

following cost leadership strategy.

3.2.2 Promotion Strategy:

Branding is essential to build the brand image and create top of mind awareness to the

customers. In this junction, following activities can be taken create brand awareness.


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Shopping mall branding: There are quite a few numbers of shopping malls in metro

cities (i.e. Agora, PQS, Eastern Plaza etc) where target customers regularly visit for

various purposes.

Branding area

i. Glass branding

ii. Wall branding inside the mall

iii. Various shop sign branding

iv. Decorate small area exclusive branding for ACME Juice where we can

also keep our product

v. Introduce branded outlet


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3.3 SWOT Analysis:

3.3.0 Strength:

1. ACME Agrovet and Beverages Ltd. got huge advantages in terms of the brandname. ACME is known to everyone and is very easy to take position in the

customer mind by ACME Agrovet and Beverages ltd.

2. Invest is another strength for ACME Agrovet & Beverages Ltd. ACME Agrovet

and Beverages Ltd has backed by huge investment of ACME group.

3. ACME Agrovet and Beverages Ltd. easily turned in to growth stage and now

move forward to the maturity stage here ACME Agrovet & Beverages Ltd. is

using its Brand name and reputation.

4. The experience, Office premises, Management and manufacture of the ACME

group is a huge advantage for The ACME Agrovet and Beverages Ltd.

5. The Quality of the products of The ACME Agrovet and Beverages Ltd. is better

than most of the local FMCG companies. Comparing the quality, the prices of the

products are within the range of the target segment.

3.3.1 Weakness:

1. ACME group is doing business for more than 50 years. Therefore, this may result

in traditional thinking in the top management level. Their experience is rooted by

pharmaceuticals which is a totally different product from FMCG. Even the other

departments in the group which are providing services to the ACME Agrovetsector, have to understand the dimensions of ACME Agrovet in order to provide

the standard of ACME Agrovet that it needs.

2. May be for poor salary structure or weak corporate culture, the employee turnover

rate is increasing in the whole ACME group. This is also affecting the ACME


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Agrovet sector. The employees lack motivation and productivity among

themselves.

3. At present, there is no specialist Research and Development team in the ACME

Agrovet. It has become a barrier in effective and efficient market research, new

product development, corporate strategic planning etc.

4. This FMCG market needs lot of promotional communication in the market. It is

an expense for the management. Not only ACME group, every management

should understand how brand triggers sales and they should respond accordingly.

This has been the problem of the local companies where they are falling back of

the MNCs like Unilever who are doing it better.

5. The ACME Agrovet is fully dependent on either the import or local buying of raw

materials depending on the product. We do not have our production facilities.

6. Due to difference in the business ways, ACME Agrovet is facing poor

coordination among chain management from all other departments. Any support

Agrovet needs from the other departments, they are not been able to deliver

properly because they are trained for printing press, pharmacy, IT and other

departments, Agrovet needs specialists.

7. In order to maintain the product quality, ACME Agrovet lacks competitive

pricing and pricing experimentation.

3.3.2 Opportunities:

1. Currently, the government is giving priority in expanding and promoting local

agro-based business in the country. This is a huge advantage to any ACME

Agrovet business. The bank loans regarding the ACME Agrovet industry has

decreased due to government intercept to encourage the business.


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2. The society is changing. People are becoming very conscious about what they are

consuming. This is a good prospect for Beverages industry. Now-a-days, people

lack interest in drinks like Coke, Pepsi and are more inclined towards having

juice, tea and when they are outside, having mineral water. May be now the rate is

very low, but it is increasing. It shows the prospect for FMCG products.

3. The number of dual income families is increasing at an alarming rate. The

lifestyle of people is becoming faster and this leaves them with minimum time to

cook. Therefore, it is a huge opportunity for spices market.

4. Our country is rich with natural fruits and productive land. This can be used as a

source of our raw materials needed for the manufacturing of ACME products. We

can build ways to production in our own country.

5. Globalization is a major factor for us to increase our market scope in the

international arena. For Globalization, it is much easier now to enter foreign

market and increase our exports to earn higher margin. It would also enable us to

set up our office premises and our manufacturing plant elsewhere where it would

be sustainable for us to create an MNC.

6. In our country, the supporting industries are also growing at a faster rate. There is

more number of local TV channels going international, new competition in the

advertising, market tension, and other factors as well. These things would help us

in our reach to our customers and also in other part of our business, for example,

more number of TV channels and newspapers would mean more promotional

activities and decreasing advertising cost.

3.3.3 Threats:

1. Globalization can also backfire. There are many corporate giants which are trying

to enter our market. Being a third world country, our country is a market place for

everything. Terrorists, smuggling, counterfeiting, product dumping and many


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other things. First world countries use our country by exerting pressure on our

governments to sell their low graded products in our country. These products take

away the market from our local products. But generally they are very low in

quality.

2. With increasing technology, our country being high in corruption, use those

technologies in order to make fake products under different brand names. ACI,

ACME and Coke are victims of such fraudulent activities. These technologies

help these people to make similar kind of product packages and sell them by using

the reputation and goodwill of those products.

3. The ACME Agrovet and Beverages Ltd is a sister concern of The ACME

Laboratories Ltd. Therefore, the goodwill and reputation of the products and

services is like a chain that is binding all of them. If there is any problem with the

reputation and quality of any one sister concern, the effect would be on all of

them. So all the concerns have to maintain the same standard.

4. The current corporate giants are the biggest threats not only in terms of

competition but also in ways of how they are exploiting or using the supplying

industries for their own operation. This can be in terms of their cost of raw

materials. They can use low quality raw materials and can easily cut their cost of

manufacturing. This would give them a price advantage and greater profit margin.

5. The unstable political condition is a big threat for any company. Sudden hartal or

blockage may result in the delay or no distribution of products. It can also hamper

the regular official work if there are any downtown abnormalities due to political

issues.

6. The corruption in the government can result in certain changes of rules and

regulations. Any foreign company can easily bribe or can do heavy lobbying in

order to enter the market with a product of better brand image.


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The ACME Agrovet & Beverages

Ltd

Analysis Part

Chapter 4


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Gender

Female

Male

Consumers Survey and Consumer Perception:

Frequencies

Table-1: Frequency table of all the Demographic Question for Juice, Water & Tea

Statistics

Gender Age Group Profession

MonthlyFamilyIncome

Do you chooseACME Juice?

As a Juice doyou prefer

ACME as yourfirst Brand

name?

N Valid 150 150 150 150 150 150

Missing 0 0 0 0 0 0

Interpretation: From the statistics we can say that the total sample size is 150 and thereis no missing value.

Table-2: Frequency

Gender

Frequency Percent Valid PercentCumulative

Percent

Valid Male 123 82.0 82.0 82.0

Female 27 18.0 18.0 100.0

Total 150 100.0 100.0

Interpretation:We can say that from the help of above table percentage of male is

82% and percentage of female is 18%. The numbers of male respondents are more than

female.


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Age Group

35-40

30-35

25-30

20-25

15-20

10-15

Table-3:

Age Group


Percent

Valid 10-15 15 10.0 10.0 10.0

15-20 32 21.3 21.3 31.3

20-25 43 28.7 28.7 60.0

25-30 38 25.3 25.3 85.3

30-35 14 9.3 9.3 94.7

35-40 8 5.3 5.3 100.0

Total 150 100.0 100.0

Interpretation: In the table shows, Age of the 150 respondents. Here 10%respondents age are 10-15, 21.3% respondents age are 15-20, 28.7% respondents age

are 20-25, 25.3% respondents age are 25-30, 9.3% respondents age are 30-35, 5.3%

respondents age are 35-40.


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Profession

Business

Retailer

House Wife

Job Holder

Student

Table-4:

Profession

Frequency Percent Valid Percent

Cumulative

PercentValid Student 82 54.7 54.7 54.7

JobHolder

20 13.3 13.3 68.0

HouseWife

14 9.3 9.3 77.3

Retailer 22 14.7 14.7 92.0

Business 12 8.0 8.0 100.0

Total 150 100.0 100.0

Interpretation: In the table shows, profession of 150 respondents. In the survey I got

five different professions. Here 54.7% are Student, 13.3% are Job Holder, 9.3% are

House Wife, 14.7% are Retailer, and 8% respondents are Business man.


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Table-5:

Monthly Family Income


Percent

Valid 10000-30000

71 47.3 47.3 47.3

31000-50000

66 44.0 44.0 91.3

51000-80000

13 8.7 8.7 100.0

Total 150 100.0 100.0

Interpretation: In the table shows, Monthly family income of 150 respondents. The

Highest 47.3% of the respondents monthly family income are between Tk. 10,000-

30.000, 44% of the respondents monthly family income are between Tk 31,000-50,000

and 8.7% of the respondents monthly family income are between Tk 51,000-80,000.


51000-80000

31000-50000

10000-30000


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Do you choose ACME Juice?

No

Yes

ACME Juice

Table-7:Frequency Table

Do you choose ACME Juice?


Percent

Valid Yes 112 74.7 74.7 74.7

No 38 25.3 25.3 100.0

Total 150 100.0 100.0

Interpretation: The table shows that the 74.7% respondents choose the Acme Juice &

only 25.3% respondent are not choosing Acme Juice and the total sample size is 150.


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Table-8:

As a Juice do you prefer ACME as your first Brand name?


Percent

Valid Yes 38 25.3 25.3 25.3

No 112 74.7 74.7 100.0

Total 150 100.0 100.0

Interpretation: The table shows that the 25.3% respondents choose the Acme Juice as

a first brand name & 74.7% respondent are not choosing Acme Juice as a first brand

name and the total sample size is 150.

As a Juice do you prefer ACME as your first brand name?

No

Yes


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Interpretation of the Descriptive Statistics: (Source: Appendix 6.1.1)

In the descriptive analysis, we see that the highest Mean value is 4.08 and its question

was Acme should take promotional activity strongly for this particular brand and

the lowest Mean value is 1.90 and its question was TV Commercial of Acme Juice

influence in your mind. We know that, the average mean value above 3.5 (more) is

better. The lowest Std. Deviation is .781 its question was Acme Juice always maintains

the core needs of the consumer and the highest std. Deviation is 1.393 its question

was Acme Juice is good comparing to other Juices. We know that an average mean

value and low Std. Deviation is better.

Interpretation of the Correlations: (Source: Appendix 6.1.2)

From the correlation table, we can see the Correlations between the variables. We are

taken the highest value and the Correlations between the variables are-

1. Quality: The Pearson Correlation value between quality and Packaging is .

603(**) which is Significance at the .01 level. And the total sample size is 150.

2. Price: The Pearson Correlation value between Price and Packaging is. .628(**)

which is Significance at the .01 level. And the total sample size is 150.

3. Availability: The Pearson Correlation value between availability and Perception

is .545(**) which is Significance at the .01 level. And the total sample size is 150.

4. Promotion: The Pearson Correlation value between promotion and Perception is

.449(**) which is Significance at the .01 level. And the total sample size is 150.

5. Packaging: The Pearson Correlation value between packaging and Price is .


6. Perception: The Pearson Correlation value between perception and quality is .


Ultimately we see that there is a highest Pearson correlation value between Price and

Packaging is .628 (**) which is Significance at the .01 level. That means the Price &

Packaging is very impotent factor for increase the Perception & Awareness of ACME

Juice.


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Regression:(Source: Appendix 6.1.3)

Interpretation of Model Summary:The adjusted R2 value of .492 indicates that

the model explains roughly about 49% of the factors responsible for the Consumer

Perception of ACME Juice in Bangladesh.

Interpretation of ANOVA: From the ANOVA model, The table depicting

significant of F values 29.898 implies that the model and data are well fit in explaining

the overall consumer Perceptional Performance of ACME Juice in Bangladesh.

Interpretation of Coefficients: From the coefficient table- we can see that

availability has significance at a .01 level and the beta value is .330. That means if

ACME Company ensure 100% availability of Juice in the market, then Consumer

Perception & Awareness will be increase 33%. Then we can see that Promotional

Activity has significance at a .019 level and the beta value is .157. That means if ACME

Company take promotional Activity Strongly for Juice, then Consumer Perception will be

increase 15.7%

From the above findings we can develop the following regression model-

Perception = .050+.225x1+.155x2+.296x3+.182x4+.146x5

R2 (Adj.) = .492, F = 29.898

Significant at 99% level

Where,

X1= Quality

X2 = PriceX3 = Availability

X4= Promotional Activity

X5= Packaging


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Do you choose ACME Water?

No

Yes

ACME Water

Table-9: Frequency Table

Do you choose ACME Water?


Percent

Valid Yes 109 72.7 72.7 72.7

No 41 27.3 27.3 100.0

Total 150 100.0 100.0

Interpretation: The table shows that the 72.7% respondents choose the Acme Water

& only 27.3% respondent are not choosing Acme Water and the total sample size is 150.


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better. The lowest Std. Deviation is .564 its question was Generally packaging of

Acme Water is more attractive and the highest std. Deviation is 1.452 its question

was Intentionally take Acme Water when you buy Water. We know that an average

mean value and low Std. Deviation is better.

Interpretation of the correlation: (Source: Appendix 6.2.2)



1. Quality: The Pearson Correlation value between quality and Perception is .

858(**), quality and Promotional activity is .722(**) which is Significance at the .

01 level. And the total sample size is 150.

2. Price: The Pearson Correlation value between Price and Promotional activity is. .




4. Promotion: The Pearson Correlation value between promotion and Price is .819(**) which is Significance at the .01 level. And the total sample size is 150.

5. Packaging: The Pearson Correlation value between packaging and Perception is .


6. Perception: The Pearson Correlation value between Perception and quality is .


Ultimately we see that there is a highest Pearson correlation value between Quality and

Perception is .858 (**) which is Significance at the .01 level. That means the Quality is

very impotent factor for increase the Perception of ACME Water.


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the model explains roughly about 80% of the factors responsible for the Consumer

Perception of ACME Water in Bangladesh.



the overall consumer Perception Performance of ACME Water in Bangladesh.

Interpretation of Coefficients:From the coefficient table- we can see that Quality

has significance at a .000 level and the beta value is .652. That means if ACME Company

increase the quality 100% of Water, then Consumer Perception & Awareness will be

increase 65.2%. Then we can see that Availability has significance at a .01 level and the

beta value is .234. That means if ACME Water available in everywhere, then Consumer

Perception & Awareness will be increase 23.4%


Perception = .214+.595x1-.114x2+.239x3+.191x4+.075x5

R2 (Adj.) = .802, F = 121.999


Where,

X1= Quality

X2 = Price

X3 = AvailabilityX4= Promotional Activity

X5= Packaging


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Do you choose ACME Tea?

No

Yes

ACME Tea


Do you choose ACME Tea?


Percent

Valid Yes 7 4.7 4.7 4.7

No 143 95.3 95.3 100.0

Total 150 100.0 100.0

Interpretation: The table shows that the only 4.7% respondents choose the Acme Tea

& 95.3% respondent are not choosing Acme Tea and the total sample size is 150.

Table-12:


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If yes, Which Tea do you have like best?

None of the above

Acme Shatej Tea (BOP

Acme Shatej (Dust) T

Premium Gold Tea

If yes, Which Tea do you have like best?


Percent

Valid Premium Gold

Tea 4 2.7 2.7 2.7Acme Shatej(Dust) Tea

2 1.3 1.3 4.0

Acme ShatejTea (BOP)

1 .7 .7 4.7

None of theabove

143 95.3 95.3 100.0

Total 150 100.0 100.0

Interpretation: The table shows that the 2.7% respondents choose Acme Premium

Gold Tea, 1.3% respondents choose Acme Shatej (Dust) Tea and .7% respondents choose

Acme Shatej Tea (BOP), 95.3% respondents are not choose Acme Tea and the total

sample size is 150.

Table-13:


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As a Tea do you prefer ACME as your first band name?

No

Yes

As a Tea do you prefer ACME as your first Brand name?


Percent

Valid Yes 4 2.7 2.7 2.7

No 146 97.3 97.3 100.0Total 150 100.0 100.0

Interpretation: The table shows that the only 2.7% respondents choose the Acme Tea

as a first brand name & 97.3% respondent are not choose Acme Tea as a first brand name

and the total sample size is 150.

Interpretation of the descriptive statistics:(Source: Appendix 6.3.1)

In the descriptive analysis, we see that the highest Mean value is 3.56 and its questionwas Acme should take promotional activity strongly for Tea and the lowest Mean

value is 1.65 and its question was I always see different Acme Tea advertisement in

TV. We know that, the average mean value above 3.5 (more) is better. The lowest Std.

Deviation is .563 its question was Acme Tea have some unique features & Tea color

is good and the highest std. Deviation is 1.565 its question was Acme should take


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promotional activity strongly for Tea. We know that an average mean value and low

Std. Deviation is better.

Interpretation of the correlations: (Source: Appendix 6.3.2)



1. Quality: The Pearson Correlation value between quality and availability is .


2. Price: The Pearson Correlation value between Price and Packaging is. .448(**)




4. Promotion: The Pearson Correlation value between promotion and quality is .


5. Packaging: The Pearson Correlation value between packaging and Availability is


6. Perception: The Pearson Correlation value between Perception and Availability


Ultimately we see that there is a highest Pearson correlation value between Availability

and Perception is .824 (**) which is Significance at the .01 level. That means the

Availability is very impotent factor for increase the Perception& Awareness of ACME

Tea.


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the model explains roughly about 72.7% of the factors responsible for the Consumer

Perception of ACME Tea in Bangladesh.



the overall consumer Perception Performance of ACME Tea in Bangladesh.

Interpretation of Coefficients:From the coefficient table- we can see that Quality

has significance at a .01 level and the beta value is .236.That means if ACME Company

increase the quality of Tea 100%, then Consumer Perception & Awareness will be

increase 23.6%

*Then we can see that Availability has significance at a .01 level and the beta value is .

902. That means if ACME Tea available in everywhere, then Consumer Perception &

Awareness will be increase 90.2%

*Then we can see that Promotional Activity has significance at a .01 level and the beta

value is -.252. That means Consumer is not aware about ACME Tea. ACME should take

promotional Activity Strongly for Tea.



R2 (Adj.) = .802, F = 121.999


N. B.:- The Survey Questionnaire for Acme Juice, Water & Tea shown in the Appendix Part


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Gender

Female

Male

ACME Spice

Frequencies

Table-14:Frequency table of all the Demographic Question for Acme Spice

Statistics

Gender Age Group Profession

MonthlyFamilyIncome

Do you chooseACME Spice?

As a Spice doyou prefer

ACME as yourfirst Brand

name?

N Valid 150 150 150 150 150 150

Missing 0 0 0 0 0 0

Interpretation:From the statistics we can say that the total sample size is 150 and

there is no missing value.


Gender


Percent

Valid Male 77 51.3 51.3 51.3

Female 73 48.7 48.7 100.0

Total 150 100.0 100.0

Interpretation:We can say that from the help of above table percentage of male is

51.3% and percentage of female is 48.7%. The numbers of male respondents are more

than female.

Table-16:


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Age Group

46-50

41-45

36-40

31-35

24-30

Age Group


Percent

Valid 24-30 46 30.7 30.7 30.7

31-35 70 46.7 46.7 77.3

36-40 28 18.7 18.7 96.0

41-45 5 3.3 3.3 99.3

46-50 1 .7 .7 100.0

Total 150 100.0 100.0

Interpretation: In the table shows, Age of the 150 respondents. Here 30.7%

respondents age are 24-30, 46.7% respondents age are 31-35, 18.7% respondents age

are 36-40, 3.3% respondents age are 41-45 and .7% respondents age are 46-50.

Table-17


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Monthly Family Inceme

61000-80000

41000-60000

15000-40000



Percent

Valid 15000-40000

75 50.0 50.0 50.0

41000-60000

57 38.0 38.0 88.0

61000-80000

18 12.0 12.0 100.0

Total 150 100.0 100.0

Interpretation: In the table shows, Monthly family income of 150 respondents for

Spice. The Highest 50% of the respondents monthly family income are between Tk.

15,000-40.000, 38% of the respondents monthly family income are between Tk 41,000-

60,000 and 12% of the respondents monthly family income are between Tk 61,000-

80,000.

Table-19:


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Location

Uttra

Kallaynpur

Motijheel

Mohammadpur

Mirpur

Dhanmondi

Location


Percent

Valid Dhanmondi 40 26.7 26.7 26.7Mirpur 30 20.0 20.0 46.7

Mohammadpur

30 20.0 20.0 66.7

Motijheel 30 20.0 20.0 86.7

Kallaynpur 10 6.7 6.7 93.3

Uttra 10 6.7 6.7 100.0

Total 150 100.0 100.0

Interpretation: From the table, we can say that respondent of six different areas,

26.7% in Dhanmondi, 20% in Mirpur, Mohammadpur & Motijheel, 6.7% in Kallaynpur

& Uttra.

Table-20


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Do you choose ACME Spice?

No

Yes

Do you choose ACME Spice?


Percent

Valid Yes 25 16.7 16.7 16.7

No 125 83.3 83.3 100.0Total 150 100.0 100.0

Interpretation: The table shows that only 16.7% respondents choose the Acme Spice

& 83.3% respondent are not choosing Acme Spice and the total sample size is 150.

Table-21:


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As a Spice do you prefer ACME as your first band name?

No

Yes

As a Spice do you prefer ACME as your first Brand name?


Percent

Valid Yes 3 2.0 2.0 2.0

No 147 98.0 98.0 100.0

Total 150 100.0 100.0

Interpretation: The table shows that only 2% respondents choose the Acme Spice as

a first brand name & 98% respondent are not choosing Acme Spice as a first brand name

and the total sample size is 150.


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Interpretation of the descriptive statistics: (Source: Appendix 6.4.1)

In the descriptive analysis, we see that the highest Mean value is 4.51 and its question

was Acme should take promotional activity strongly for Spice and the lowest Mean

value is 2.01 and its question was TV commercial of Acme Spice influence in your

mind. We know that, the average mean value above 3.5 (more) is better. The lowest

Std. Deviation is .641 its question was Acme Spice packaging are more durable from

other Spice and the highest std. Deviation is 1.085 its question was Acme Spice worth

a premium price. We know that an average mean value and low Std. Deviation is

better.

Interpretation of the correlation: (Source: Appendix 6.4.2)



1. Quality: The Pearson Correlation value between quality and Perception is .


2. Price: The Pearson Correlation value between Price and Perception is. .329(**)


3. Availability: The Pearson Correlation value between availability and quality is .


4. Promotion: The Pearson Correlation value between promotion and Packaging is


5. Packaging: The Pearson Correlation value between packaging and Perception is .


6. Perception: The Pearson Correlation value between Perception and Packaging is


Ultimately we see that there is a highest Pearson correlation value between Packaging

and Perception is .477 (**) and also quality and Perception is .475(**) which is

Significance at the .01 level. That means the Quality & Packaging is very impotent factor

for increase the Perception& Awareness of ACME Spice.



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the model explains roughly about 40.8% of the factors responsible for the Consumer

Perception of ACME Spice in Bangladesh.



the overall consumer Perceptional Performance of ACME Spice in Bangladesh.

Interpretation of Coefficients: From the coefficient table- we can see that

Availability has significance at a .01 level and the beta value is .283. That means if

ACME Spice available in everywhere then Consumer Perception & Awareness will be

increase 28.3%

Then we can see that Packaging has significance at a .01 level and the beta value is .315.

That means if ACME Company introduce attractive Packaging for Spice, then Consumer

Perception & Awareness will be increase 31.5%



R2 (Adj.) = .408, F = 21.573


Where,

X1= Quality

X2 = Price

X3 = Availability

X4= Promotional Activity

X5= Packaging

N. B.:- The Survey Questionnaire for Spice shown in the Appendix Part


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The ACME Agrovet & Beverages LtdConclusion & Recommendation

Chapter 5

Recommendation and Conclusion

Recommendation


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After analyzing the Questionnaires to determine the consumer Perception of ACME

Product in Bangladesh, I would recommend the following suggestions that should be

considered for better preference of ACME Product:

The mean values of the variables more than 3.50 are strong enough for the context of

measuring the Perception of Acme product.

The mean values of the variables that are less than 3.50 are weak, by focusing on them

Acme Company have to improve them.

For Acme Juice-

Most of the variables of the dimension - Promotional Activitys Mean value are

more than 3.50. That means the Acme should take promotional activity strongly

for Juice.

Correlation value between Price and Packaging is .628 (**) which is Significance

at the .01 level. To increase the Perception & Awareness of Acme Juice, Price &

Packaging is very impotent factor. (source Appendix-6.1.2)

The independent variable Availability has significance at a .01 level and the

beta value is .330. That means if ACME Company ensure 100% availability ofJuice in the market, then Consumer Perception & Awareness will be increase 33%

(source Appendix-6.1.3)

Then we can see that Promotional Activity has significance at a .019 level and the

beta value is .157. That means if ACME Company take promotional Activity

Strongly for Juice, then Consumer Perception & Awareness will be increase

15.7%. (source Appendix-6.1.3)

To increase the Perception & Awareness of Acme juice, Acme Company need to

increase Acme Juice Availability as well as promotional activity. Price &

Packaging also very impotent factor.

For Acme Water-


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The highest and lowest Mean value for Promotional Activitys. That means the

Acme should take promotional activity strongly for Water.

Correlation value between Quality and Perception is .858 (**) which is

Significance at the .01 level. That means the Quality is very impotent factor for

increase the Perception of ACME Water. (source Appendix-6.2.2)

The independent variable Quality has significance at a .01 level and the beta

value is .652.That means if ACME Company increase the quality 100% of Water,

then Consumer Perception & Awareness will be increase 65.2% (source Appendix-

6.2.3)

Then we can see that independent variable Availability has significance at a .01

level and the beta value is .234.That means if ACME Water available in

everywhere, then Consumer Perception & Awareness will be increase 23.4%


To increase the Perception & Awareness of Acme Water, Acme Company need to

increase Acme Water Availability as well as promotional activity and Quality also

very impotent factor to increase the consumer Perception.

For Acme Tea-

In the analysis part of Acme Tea, The highest and lowest Mean value forPromotional Activitys. That means the Acme should take promotional activity

strongly for Tea.

Correlation value between Availability and Perception is .824 (**) which is

Significance at the .01 level. That means the Availability is very impotent factor

for increase the Perception& Awareness of ACME Tea. (source Appendix-6.3.2)

The independent variable Quality has significance at a .01 level and the beta

value is .236.That means if ACME Company increase the quality of Tea 100%,


6.3.3)

Then we can see that independent variable Availability has significance at a .01

level and the beta value is .902.That means if ACME Tea available in


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everywhere, then Consumer Perception & Awareness will be increase 90.2%


Then we can see that promotional Activity has significance at a .01 level and

the beta value is -.252.That means Consumer are not aware about ACME Tea.

ACME should take promotional Activity Strongly for Tea. (source Appendix-6.3.3)

To increase the Perception & Awareness of Acme Tea, Acme Company need to

increase Acme Tea Availability as well as improve the Quality and should take

promotional activity strongly to increase the consumer Perception.

8.1.4 For Acme Spice-

The analysis part of Acme Spice, The highest and lowest Mean value for

Promotional Activitys. That means the Acme should take promotional activity

strongly for Spice.

Correlation value between Packaging and Perception is .477 (**) and also quality

and Perception is .475(**) which is Significance at the .01 level. That means the

Quality & Packaging is very impotent factor for increase the Perception&

Awareness of ACME Spice. (source Appendix-6.4.2)

The independent variable Availability has significance at a .01 level and the

beta value is .283.That means if ACME Spice available in everywhere then

Consumer Perception & Awareness will be increase 28.3% (source Appendix-4.3)

Then we can see that Packaging has significance at a .01 level and the beta value

is .315.That means if ACME Company introduce attractive Packaging for Spice,


6.4.3)

Now a days consumers are bombard with a lot of advertisement. Where

RADHUNI the main player of spice market is spending a huge amount for

advertising ACME is lagging behind from the TV ad. A lot of people even take

Radhuni as a synonym of pack spice. So acme should go for more advertisement

to establish a strong brand name.

Annual cultural programs may be arranged to entertain the chef of the community

center of Dhaka city.

National Cooking competition may be arranged under the sponsorship of Acme.


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Recipe book may be given with the Acme Spice.

8.1.5 This research is subject to several Recommendations, some of which are:

Most of the listeners of FM Radio are young Generation who has the little

influence on the decision making of Spice purchase so Acme should give more

emphasis on TVC rather than RDC.

ACME should be more careful about choosing chunk for TVC. More chunks

should purchase during mega serials.

Conclusion


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In conclusion, it can be easily said that the success of ACME Agrovet and Beverages Ltd.

can be attributed to how much consumer are perceive their product and how much

Consumer Aware about the ACME.

After finishing the report, I have gained some valuable experiences. I have learned how

to conduct a survey, how to approach to the participants while conducting a survey, how

to make them understand and convinced what our purpose is and what are we looking for,

what might be the benefits for both of us etc. Though I have faced various kinds of

difficulties but by doing the report I improved myself a lot.

I have also learned how to prepare the Research report by using SPSS software. It

increases skills to prepare analytical report of any kind of surveys. I also hope that, one

day I will do such kind of research as a marketer in my professional life.


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The ACME Agrovet & Beverages LtdAppendix

Chapter 6

I am Sheikh Shibbir Ahmed Faruqee from University of Rajshahi. As part of my

internship materials under MBA, I am conducting this survey on overall customer


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perception of the ACME Agrovet and Beverages Ltd. Therefore, I request you to provide

some of your valuable time for my brief interview to be conducted. Thanking you.

I would like to know whether you Strongly Agree (SA), Agree (A), Neutral (N),

Disagree (D) & Strongly Disagree (SD) with each statement. Please answer the

following table according to the extent that you agree or disagree with the given

statements, corresponding to the scale as:

1 = Strongly Agree; 2 = Agree; 3 = Neither Agree not Disagree; 4 = Disagree; 5

= Strongly Disagree

ACME Juice-

1. Do you choose ACME Juice? Yes No

2. As a Juice do you prefer ACME as your first Brand name? Yes No

What do you expect from the factor related to the ACME

Water?

SA A N D SD

01 The quality of the ACME Juice is better 5 4 3 2 1

02 ACME Juice always maintains the core needs of theconsumer.

5 4 3 2 1

03 Acme Juice have some unique features 5 4 3 2 1

04 Acme Juice worth a premium price 5 4 3 2 1

05 Price of Acme Juice is cheaper than other Juice. 5 4 3 2 1

06 Acme Juice is available in everywhere 5 4 3 2 1

07 All kinds of Juice size is provided by ACME 5 4 3 2 1

08 Most of the store keeps Acme Juice 5 4 3 2 1

09 Acme should take promotional activity strongly for

this particular brand

5 4 3 2 1

10 I always see Acme Juice advertisement in TV 5 4 3 2 111 TV Commercial of Acme Juice influence in your

mind.

5 4 3 2 1

12 Advertising on bill board of Acme Juice attracts you. 5 4 3 2 1

13 Generally packaging of Acme Juice is more attractive. 5 4 3 2 1

14 Shapes of the Acme Juice pack are attractive to

consumers.

5 4 3 2 1


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15 Intentionally take Acme juice when you buy Juice 5 4 3 2 1

16 Recommended by others when you buy Acme Juice 5 4 3 2 1

17 ACME brand Image can recall in your mind when

you buy Juice

5 4 3 2 1

18 Acme Juice is good compare to other Juices 5 4 3 2 1

ACME Water-

1. Do you choose ACME Water? Yes No

2. As water do you prefer ACME as your first Brand name? Yes No


Water?

SA A N D SD

01 The quality of the Acme Water is better 5 4 3 2 1

02 Acme Water always maintains the core need for the

consumer.

5 4 3 2 1

03 Acme Water have quite natural test 5 4 3 2 1

04 Acme Water worth a premium price 5 4 3 2 1


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05 Price of Acme Water is cheaper than other Water. 5 4 3 2 1

06 Acme Water is available in everywhere 5 4 3 2 1

07 All kinds of Water size is provided by ACME 5 4 3 2 1

08 Most of the store keeps the Acme Water 5 4 3 2 1


Water

5 4 3 2 1

10 I always see different Acme Water advertisement in

TV

5 4 3 2 1

11 TV commercial of Acme Water influence in your

mind.

5 4 3 2 1

12 Advertising on bill board of Acme Water attracts you. 5 4 3 2 1

13 Generally packaging of Acme Water is more

attractive.

5 4 3 2 1

14 Acme Water bottle are more visible to check dust 5 4 3 2 1

15 Intentionally take Acme Water when you buy a

Water

5 4 3 2 1

16 Recommended by others when you buy Acme Water 5 4 3 2 1

17 ACME brand Image can recall in your mind when

you buy a Water

5 4 3 2 1

18 Acme Water is good compare to other Water 5 4 3 2 1

ACME Tea-

1. Do you choose ACME Tea? Yes No

2. If yes, Which Tea do you have like best? Premium Gold Tea Acme Shatej (Dust)

Tea Acme Shatej Tea (BOP) None of the above

3. As a Tea do you prefer ACME as your first Brand name? Yes No


Water?

SA A N D SD

01 The quality of the Acme Tea is better 5 4 3 2 1

02 Acme Tea always maintains the core needs of the

customer.

5 4 3 2 1

03 Acme Tea have some unique features & Tea color is

good

5 4 3 2 1

04 Acme Tea worth a premium price 5 4 3 2 1

05 Price of Acme Tea is cheaper than other Tea. 5 4 3 2 1

06 Acme Tea is available in everywhere 5 4 3 2 1

07 All kinds of Tea size is provided by ACME 5 4 3 2 1

08 Most of the store keeps Acme Tea 5 4 3 2 1


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Tea

5 4 3 2 1

10 I always see different Acme Tea advertisement in TV 5 4 3 2 1

11 TV commercial of Acme Tea influence in your mind. 5 4 3 2 1

12 Advertising on bill board of Acme Tea attracts you. 5 4 3 2 1

13 Generally packaging of Acme Tea is more attractive. 5 4 3 2 1

14 Acme Tea packaging are more durable from other Tea 5 4 3 2 1

15 Intentionally take Acme Tea when you buy Tea 5 4 3 2 1

16 Recommended by others when you buy Acme Tea 5 4 3 2 1

17 ACME brand Image can recall in your mind when you

buy Tea

5 4 3 2 1

18 Acme Tea is good compare to other Tea 5 4 3 2 1

Do you have any expected facility from ACME?

.......................................

...

*Please provide your personal information*

Gender: Male Female

Age group: 10-15 15-20 20-25 25-30 30-35 35-40

Or above: ..

Profession: ...

Monthly income of your family: 10000-30000 31000-50000 51000-80000


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Or above: ....

Name

Contact Number: .

*Thank you for taking the time to share your valuable opinion*

Statistical Output of ACME Juice, Water & Tea6.1ACME Juice6.1.1Descriptive

Descriptive Statistics

N Minimum Maximum MeanStd.

Deviation

The quality of the Acme Juiceis better 150 1 5 3.53 .903

Acme Juice always maintainsthe core needs of theconsumer.

150 1 5 2.97 .781

Acme Juice have someunique features 150 1 5 2.85 .854

Acme Juice worth a premiumprice 150 1 5 2.65 1.087

Price of Acme Juice ischeaper than other Juice. 150 1 5 2.75 1.187

Acme Juice is available ineverywhere 150 1 5 3.41 1.232

All kinds of Juice size isprovided by ACME 150 1 5 3.07 1.103

Most of the store keeps Acme

Juice150 1 5 3.57 .992

Acme should take promotionalactivity strongly for thisparticular brand 150 2 5 4.08 .863

I always see Acme Juiceadvertisement in TV 150 1 5 2.09 1.195


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TV Commercial of Acme Juiceinfluence in your mind.

150 1 5 1.90 .954

Advertising on bill board ofAcme Juice attracts you.

150 1 5 2.11 .970

Generally packaging of AcmeJuice is more attractive.

150 1 5 3.21 1.143

Shapes of the Acme Juicepack are attractive toconsumers.

150 1 5 2.86 .883

Intentionally take Acme juicewhen you buy Juice 150 1 5 3.67 1.133

Recommended by otherswhen you buy Acme Juice 150 1 5 2.37 1.026

ACME brand Image can recall

in your mind when you buyJuice

150 2 5 3.22 .989

Acme Juice is good compareto other Juices 150 1 5 3.02 1.393

Valid N (list wise) 150

6.1.2 Correlations Descriptive Statistics

Mean Std. Deviation N

QUALITY 3.1156 .65080 150

PRICE 2.7033 .94140 150

AVAILABILITY 3.3489 .95798 150

PROMOTIOALACTIVITY

2.5450 .73849 150

PACKAGING 3.0333 .87406 150

PERCEPTION 3.0683 .85672 150

Correlations

QUALITY PRICEAVAILABI

LITY

PROMOTIOAL

ACTIVITYPACKAGI

NGPERCEPTION

QUALITY PearsonCorrelation

1 .562(**) .424(**) .378(**) .603(**) .557(**)

Sig. (2-tailed) . .000 .000 .000 .000 .000

N 150 150 150 150 150 150

PRICE PearsonCorrelation

.562(**) 1 .211(**) .343(**) .628(**) .484(**)

Sig. (2-tailed) .000 . .010 .000 .000 .000

N 150 150 150 150 150 150

AVAILABILITY Pearson .424(**) .211(**) 1 .330(**) .364(**) .545(**)


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Correlation

Sig. (2-tailed) .000 .010 . .000 .000 .000

N 150 150 150 150 150 150

PROMOTIOALACTYVITY

PearsonCorrelation

.378(**) .343(**) .330(**) 1 .399(**) .449(**)

Sig. (2-tailed) .000 .000 .000 . .000 .000

N 150 150 150 150 150 150PACKAGING Pearson

Correlation.603(**) .628(**) .364(**) .399(**) 1 .543(**)

Sig. (2-tailed) .000 .000 .000 .000 . .000

N 150 150 150 150 150 150

PERCEPTION PearsonCorrelation

.557(**) .484(**) .545(**) .449(**) .543(**) 1

Sig. (2-tailed) .000 .000 .000 .000 .000 .

N 150 150 150 150 150 150

** Correlation is significant at the 0.01 level (2-tailed).

6.1.3 Regression

Model Summary

Model R R SquareAdjusted R

SquareStd. Error ofthe Estimate

1 .714(a) .509 .492 .61043

a Predictors: (Constant), PACKAGING, AVAILABILITY, PROMOTIONAL ACTIVITY, PRICE, QUALITY

ANOVA(b)

ModelSum ofSquares df Mean Square F Sig.

1 Regression

55.704 5 11.141 29.898 .000(a)

Residual 53.658 144 .373

Total 109.362 149

a) Predictors: (Constant), PACKAGING, AVAILABILITY, PROMOTIOAL ACTIVITY, PRICE, QUALITYb) Dependent Variable: PERCEPTION

Coefficients (a)

ModelUnstandardized

CoefficientsStandardizedCoefficients t Sig.

B Std. Error Beta

1 (Constant) .050 .268 .186 .853QUALITY .225 .106 .171 2.126 .035

PRICE .155 .072 .171 2.147 .033

AVAILABIILITY

.296 .060 .330 4.948 .000

PROMOTIOAL

ACTIVITY.182 .077 .157 2.368 .019

PACKAGI .146 .082 .149 1.784 .076


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NG

a. Dependent Variable: PERCEPTION

6.2 ACME Water

6.2.1 Descriptive

Descriptive Statistics

N Minimum Maximum MeanStd.

Deviation

The quality of the Acme Water isbetter

150 1 5 3.45 1.262

Acme Water always maintainsthe core need for the consumer. 150 1 5 2.70 1.128

Acme Water have quite naturaltest 150 1 4 2.67 1.000

Acme Water worth a premiumprice

150 1 5 2.71 1.058

Price of Acme Water is cheaperthan other Water

150 1 4 1.95 1.077

Acme Water is available ineverywhere

150 1 5 3.01 1.156

All kinds of Water size isprovided by ACME

150 1 4 2.50 .932

Most of the store keeps theAcme Water

150 2 5 3.53 1.103

Acme should take promotionalactivity strongly for Water 150 2 5 3.70 1.145

I always see different AcmeWater advertisement in TV

150 1 3 1.65 .675

TV commercial of Acme Waterinfluence in your mind. 150 1 4 1.84 1.062

Advertising on bill board ofAcme Water attracts you.

150 1 4 2.19 .999

Generally packaging of AcmeWater is more attractive.

150 2 4 2.53 .564

Acme Water bottle are morevisible to check dust

150 1 5 3.61 1.370

Intentionally take Acme Waterwhen you buy a Water

150 1 5 3.60 1.452


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Recommended by others whenyou buy Acme Water 150 1 5 2.63 1.172

ACME brand Image can recall inyour mind when you buy aWater

150 2 5 3.00 .976

Acme Water is good compare toother Water 150 2 5 3.15 1.032

Valid N (list wise) 150

6.2.2 CorrelationsDescriptive Statistics

Mean Std. Deviation N

QUALITY 2.9422 .96141 150

PRICE 2.3333 .97737 150

AVAILABILITY 3.0111 .85784 150

PROMOTIOALACTIVITY

2.3450 .70928 150

PACKAGING 3.0667 .87214 150

PERCEPTION 3.0950 .87694 150

Correlations

QUALITY PRICEAVAILABI

LITY

PROMOTIONA

L ACTIVITY

PACKAGIN

G

PERCEPTIO

N

QUALITY PearsonCorrelation 1

.625(**

).559(**) .722(**) .582(**) .858(**)

Sig. (2-tailed)

. .000 .000 .000 .000 .000

N 150 150 150 150 150 150

PRICE PearsonCorrelation

.625(**) 1 .365(**) .819(**) -.070 .487(**)

Sig. (2-tailed)

.000 . .000 .000 .398 .000

N 150 150 150 150 150 150

AVAILABILITY

PearsonCorrelation .559(**)

.365(**

)

1 .595(**) .564(**) .686(**)

Sig. (2-tailed)

.000 .000 . .000 .000 .000

N 150 150 150 150 150 150

PROMOTIONAL

ACTIVITY


.819(**

).595(**) 1 .199(*) .675(**)

Sig. (2-tailed)

.000 .000 .000 . .015 .000

N 150 150 150 150 150 150


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PACKAGING

PearsonCorrelation

.582(**) -.070 .564(**) .199(*) 1 .626(**)

Sig. (2-tailed)

.000 .398 .000 .015 . .000

N 150 150 150 150 150 150

PERCEPTION


.487(**

)

.686(**) .675(**) .626(**) 1

Sig. (2-tailed)

.000 .000 .000 .000 .000 .

N 150 150 150 150 150 150

** Correlation is significant at the 0.01 level (2-tailed).* Correlation is significant at the 0.05 level (2-tailed).

6.2.3 RegressionModel Summary

Model R R SquareAdjusted R

SquareStd. Error ofthe Estimate

1 .899(a) .809 .802 .38983

a Predictors: (Constant), PACKAGING, PRICE, AVAILABILITY, PROMOTIONAL ACTIVITY,QUALITY

ANOVA(b

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