Developing and Managing a Consumer Brand: A Study on Farm Fresh of Akij food & Beverage Limited (AFBL)
Mahmud, Md. Iqbal
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Branding is a very important term in marketing. But it’s not an easy task to distinguish a brand from the competing commodities. It’s a very tactical and long-term process. This report tells all about developing and managing a consumer brand. During my internship period I got involved with the Brand Farm Fresh at Akij Food and Beverage Limited (AFBL). Where I had the opportunity to study and practically observe their branding practices and promotional activities across the company. Therefore, I intensified my report on the title ‘Developing and managing a consumer brand: A Study on Farm Fresh of Akij Food and Beverage Limited (AFBL)”. Akij Food & Beverage Ltd. (AFBL) is a successful unit of Akij Group, which started its operation about a decade ago in the year 2006. AFBL manufactures a wide range of Snacks and Beverage items and Farm Fresh is one of their major brands which includes all dairy products. To be the leading food & Beverage brands excelling in product quality, social, technical & marketing creativity is the vision of AFBL. They also have specific mission. Goals, objectives based on clarified mission. In FMCG industry, they have many strengths including good reputation. According to Porter’s five forces theory, the analysis revealed that the FMCG market is very competitive; AFBL is doing fine through perfect use of strengths and opportunities. For this report, all the information has been collected from different primary and secondary sources. In this regard one-to-one interview and observations of works are done to collect data. And findings say that AFBL has big amount of budget for Farm Fresh every year only for branding purpose. Their R&D and Brand department play a great role here. After developing a product, they focus on developing brand strategy including STP and Marketing Mix program development; they do every possible thing to create a desired position in consumers’ minds. Their brand team runs all the types of campaigns over the year. Among ATL campaigns they have they have many popular Radio, TV programs and TVCs. Farmer is the one of their best TVC till now. Among BTL campaigns they have many sponsored events, including a signature campaign “Farm Fresh Children’s Day”. They have many digital contests and communication plans based on various occasions under the TTL campaigns. Even after the campaigns AFBL measure the brand equity performance and takes further decisions.
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