Theses Report

On

“Effect of Brand Management on customer satisfaction:

A case study on ACME Agrovet & Beverage Ltd”

STAMFORD UNIVERSITY BANGLADESH

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Prepared for-
Mr.Tanvir Ahmed Minar
Assistant professor
Department of Business Administration
Stamford University Bangladesh

Prepared By-
Tasmia islam
Major in Marketing
ID: MBA 04412368
Department of Masters of Business Administration
Stamford University Bangladesh

Date of Submission- 09.05.2012

STAMFORD UNIVERSITY BANGLADESH

 Letter of Transmittal

Date: 09.05.2012

Tanvir Ahmed Minar

Assistant Professor,
Department of Business Administration
Stamford University Bangladesh

Subject: Submission of Thesis Paper.

Dear Sir,
With due respect and great pleasure I submit my Thesis Paper on “Effect of
Brand management on customer satisfaction: A study on ACME
Agrovet & Beverage Ltd.”. I have done the report on “Brand management
& customer satisfaction about the FMCG sector of ACME Agrovet &
Beverage Ltd.” The topic of my report is “Brand management affects
customer satisfaction: A study on FMCG sector of ACME Agrovet &
Beverage Ltd.”

I would like to express my appreciation for providing me the opportunity in

educating myself through this report. I am really thankful to you and express
my happiness and gratitude.

Yours faithfully,

-------------------------
Tasmia Islam
ID- 04412368
Masters of Business Administration
 Certificate

This is to certify that the Thesis Paper on “Effect of Brand Management on

customer satisfaction: A case study on ACME Agrovet & Beverage Ltd”
submitted for the award of the degree of Masters of Business Administration
(MBA) from Stamford University, Bangladesh is a record of research carried
out by Tasmia Islam under my supervision.

She is permitted to submit the Thesis Paper.

Tanvir Ahmed Minar

Assistant Professor,
Department of Business Administration
Stamford University Bangladesh
 Declaration

I Tasmia Islam, a student of MBA program (Major in Marketing) of

Stamford University, Bangladesh do hereby declare that report on “Effect
of Brand Management on customer satisfaction: A case study on ACME
Agrovet & Beverage Ltd” has not been submitted before for the award of
any degree, diploma, title or recognition.

-------------------------------
Tasmia Islam
ID- MBA 04412368
Masters of Business Administration
 Acknowledgement

This Thesis Paper is a part of MBA degree, which I have undertaken under
the guidance of Mr. Tanvir Ahmed Minar, Assistant Professor, Department
of Business Administration Stamford University Bangladesh. He has
extended co-operation in selecting the topic and preparing the report. I
would like to extend my sincere gratitude to Mr. Tanvir Ahmed Minar, who
could manage his valuable time as and when required by me.

My heartiest thanks to ACME Agrovet & Beverage Ltd. who help me to

collect data about the FMCG industry. I would also like to express my
heartiest gratitude to my beloved parents, who give me the chance to take
the opportunity to take a MBA degree by sacrificing their wealth.

Finally, I would like to offer my sincere apologies for any unwanted error or
omission in this Thesis Paper.
 Executive Summary
The thesis paper is on the “Effect of Brand Management on customer
satisfaction: A case study on ACME Agrovet & Beverage Ltd” We earn lot
of foreign currency in every year from the FMCG sector. Our FMCG
industry expanding for foreign demand and it capturing a lot of international
market.

Like a Captain in the Ship, ACME Leads the Bangladeshi local industries
since 1954.Starting from Pharmaceuticals business ACME is now managing
more than 12 SBO. In the path of glory ACME starts FMCG business in
2005, named as ACME Agrovet & Beverages Ltd. Now ACME has 5
different product items in its product basket.

From Collection of Raw material to selection of Packing material every

where ACME keeps its commitment to the nation. ACME carefully select
the entire members perform inbound logistics to outbound logistics. ACME
select distributor as there distribution partners, ACME maintain some
criteria to select them. Sales forces of ACME are the real star of the
organization. The actually provide the sales revenue for the organization. As
ACME do not perform sufficient ATL activities so sales force has to do lot
of activities.

There have a lot of problem in our FMCG sector those have to reduce for a
smooth business path. Those problems can be reducing by changing and
implementing the government policy against the FMCG industry. Lastly our
FMCG industry contributes a lot for our economical growth. So, we have to
take care for the expanding the sector.

The purpose is to determine the Brand Management & Customer

Satisfaction of FMCG sector of ACME Agrovet and Beverage Ltd. I was
used liker scale of questionnaire. I was asked close-ended, short length and
short time question for identifying the acceptance of ACME’s FMCG
products.

So finally I say that the report gives us a clear view about “Effect of Brand
Management on customer satisfaction: A case study on ACME Agrovet &
Beverage Ltd”
 TABLE OF CONTENTS
Brief Contents Page No.
Executive Summary
Chapter One (Introduction) 1-03
Chapter Two (Literature Review) 04 -09
Chapter Three (Research objective) 10-11
Chapter Four (Methodology) 12-14
Chapter Five (Limitation of the study) 15-16
Chapter Six (Organizational Overview) 17-22
Company Overview
Historical Background
Company Background
Historical Achievement of the ACME Laboratories Ltd.
Names and Founders of ACME Laboratories Ltd.
Chapter Seven (About ACME Agrovet & Beverage Ltd.) 23-25
Chapter Eight ( Major Function of Different Products) 26-32
ACME juice
ACME Premium Drinking Water
ACME Tea
ACME Spice
ACME Mastered Oil
Chapter Nine ( Distribution, Inventory Management & Sales force of 33-47
ACME)
Chapter Ten (SWOT Analysis of ACME for the analysis of FMCG 48-56
industry of Bangladesh)
Chapter Eleven (Competitors of ACME Agrovet & Beverage Ltd.) 57-64
Chapter Twelve (Company’s competitive condition analysis) 65-67

68-71
Chapter Thirteen (An Assessment of Company’s Current Status)

72-88
Chapter Fourteen (Findings & Analysis)
Chapter Fifteen (Recommendation) 89-92

Bibliography 93
Appendix 94-100