EXECUTIVE SUMMARY

Human history proceeds through development. This development can be visualized in

every sphere of human life/civilization. Actually, technological innovation has opened up
a new horizon for the mankind to use such development to improve quality of life in a
better and effective manner. Bangladesh as an emerging country is not an exception to it.
Virtually, for last couple of decades, Bangladesh consumer market has been changed in
manifolds. Bangladesh juice market is not an exception to this trend.

Actually, Bangladesh juice market is under volatile change and it is one of the fastest
growing markets in Bangladesh. During 80’s the consumer of Bangladesh even never
thought of having juice by paying almost equivalent amount of money as required to buy
a carbonated soft drink. From marketing point of view, 30 years ago it was not a
commodity. Today six core companies are engaged in this trade. Market growth rate
(annually total market) is approximately 19%. Due to consumers’ increasing awareness
regarding healthy diet and fitness, 20% consumers have switched to fruit juice from CSD
(Carbonated Soft Drinks) last year.

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1. PRODUCT DETAILS:
A. SPECIFICATIONS

Product: Mango Juice

Brand: ACME
Raw Material Specification for Mango Pulp:
Sl No. Description Specification
01 Physical Appearance The Pulp shall possess uniform color,
characteristic taste and flavor of mango. It
shall be free from any foreign particles.
02 Color Golden Yellow
03 Taste Characteristic taste
04 Aroma Typical Mango
05 Acidity (as Critic acid in m/m) 0.40% - 0.60%
06 Brix (Sugar%) at 20 degree 14.00% - 16.00%
Centigrade
07 PH 3.50 – 4.00
08 Viscosity (Spindle 4, 50pm) 3000 cP – 5000 cP
09 Total soluble solid (in m/m) 15.00% - 20.00%
10 Specific gravity Not less than 1.050
11 Arsenic (As in mg/kg) Maximum 0.20
12 Lead (As Pb in mg/kg) Maximum 0.30
13 Cooper (As Cu in mg/kg) Maximum 5.00
14 Zinc (As Zn in mg/kg) Maximum 5.00
15 Tin (As Sn in mg/kg) Maximum 25.00
16 Sulfur Dioxide (in mg/kg) Not more than 40 ppm
17 Total Count Less than 50 cfu/g
18 Caliform Nil
19 Yeast & Mould Less than 50 cfu/g

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Net Weight: 150 ml, 250 ml and 1000 ml tetra packed
Product: Orange Juice
Brand: ACME
Raw Material Specification of Orange Pulp:
Sl. No. Description Specification
01 Physical Appearance The concentrate shall possess
uniform color, characteristic taste
and flavor of orange. It shall be free
from any foreign particles.
02 Color Orange yellow
03 Taste Must be characteristic of Orange
04 Aroma Typically Orange
05 Acidity(As Citric Acid in m/m) 3.80%-4.80%
06 Brix Not less than 63%
07 PH 3.50-4.00
08 Total soluble solid (in m / m) 75%+/-2.50%
09 Arsenic (As in mg / kg) Maximum 0.20
10 Lead(As Pb in mg / kg) Maximum 0.30
11 Copper (As Cu in mg / kg) Maximum 5.00
12 Zinc(As Zn in mg / kg) Maximum 5.00
13 Tin ( As Sn in mg / kg) Maximum 25.00
14 Sulfer Dioxide (in mg / kg) Not more than 40 ppm
15 Total Count Less than 50 cfu/g
16 Coliform Nil
17 Yeast & Mould Less than 50 cfu/g

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B. Price list of Acme Juice:

Category Flavor DP TP MRP

1000 ml MO 38.50 41 48
1000 ml MC 38.50 41 48
1000 ml MP 54 58 68
1000 ml OC 38.50 41 48
1000 ml OP 54 58 68
250 ml MC 12.30 13 16
250 ml MP 15.50 16.50 20
250 ml OC 12.30 13 16
250 ml OP 15.50 16.50 20
150 ml M 7.50 8 10
150 ml O 7.50 8 10

C. FEATURES:
Essential Features:
 Unique Taste & Flavor.
 Hygienic UHT Packs
 Nutritionally rich, free of noxious preservatives.
 Meet the requirement of the consumers of all ages & groups.
 Competitive price.
 Free of noxious preservatives.

Supportive Features:
 Can be used at all times round the year.
 Gives a feeling of freshness all day long.
 Can be used by all in the family.
 Prevents offensive diseases.

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2. ANALYSIS OF MARKET SIZE, SEGMENTS & SHARES:
 Total sales of fruit juice are approximately TK. 144 crore per annum.
 Market growth rate (annually total market) is approximately 19%.
 Mainly six companies are competing with each other.
 Pran is holding the market leader position with approximately 53% market share.
 We are in the second position with 18% market share.
 Starsihp at 10%, Danish at 11%, Shezan at 8% and others.
 Due to consumers’ increasing awareness regarding healthy diet and fitness, 20%
consumers have switched to fruit juice from CSD (Carbonated Soft Drinks) last
year.
 Akij Group came up with a new range of fruit juice named “Frootika”.

3. ANALYSIS OF THE COMPETITION: PROMOTIONAL STRATEGY &

DISTRIBUTION NETWORK
A brief account of the promotional strategy of Pran, Danish and Starship is given below:
PRAN:

PRAN was supported through TVCs and press media in a consistent basis. In terms of
pitch the respective brand appeals were used. Pran has top of the mind awareness among
all cross section of people due to its heavy media presence and strong distribution
network. Pran has been made a strong claim “Deshi” through their TVCs which is
exceptional compare to other competitors. To make the Group’s products available at the
every knock & corner of the country PRAN has developed the best sales & distribution
network all over the country. To ensure fast & smooth distribution companies has set up
9 distribution depots & have appointed more than 1000 dealers all over the country. To
cope up with the rapid & ever changing market situation & to come up with innovative
marketing strategy and ideas company has set up a full-fledged In-house advertising
agency comprises of the best talents of the country. Company spends a large portion of
their promotional budget in brand building exercises at home & abroad. Lastly their
winning strategy of market leader is Hammering.

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DANISH:

Recently commissioned, this unit produces highest quality fruit drinks under the brand
name Danish Fruit Juices. In addition to their vast sales and distribution network of
dealers, they have 6 sales depots located at strategic points. They have mobilized
adequate distributors to serve all parts of the regions; they are one of the largest
distribution organizations in Bangladesh. This network makes possible the flow of goods
from the producer through intermediaries to the buyer. Their network and operations are
described below:

 No. of towns under regular coverage are 177.

 No. of distributors are 194.

 No. of outlets under regular frequency are 97,665.

 No. of sections (each consist of 50 outlets) are 1782.

 No. of Sales Area is 14.

 No. of Sales Territory is 80.

STARSHIP:

Among the several units of Abul Khair Group, milk and beverage is one of the most vital
divisions of the group. They have three different types of products in their juice category,
which include Mango, Orange and Pineapple with three different SKUs 250 ml, 200 ml
and 125 ml. Their target market is mainly commercial user as well as Family consumer.
They positioned their brand from upper mid level to the mind of consumer. They have a
nation wide coverage through their strong distribution network and also engaged in
exporting. Their main mission is to create brand demand, image and customer confidence
by ensuring quality, availability and rich communication with ultimate consumer. As
Danish is in the media with their current TVC, it has significantly high top of the mind

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recall. They offered a discount for their kids pack. “Fol’er raja aam, ar aam’er rosh’e
Danish”- through this line they made a significant high top of the mind recall towards
their target customers.

Distribution Network of ACME Juice:

Central Warehouse
(Factory)
To various Depots
(16)
Distributors (290+)

Wholesalers
Retailers
Customers

4. SWOT Analysis of The Acme Agrovet & Beverages Ltd.:

Strength:
1. The ACME Agrovet and Beverage Ltd have got the investment backing of The
ACME group. The goodwill of the Pharmaceutical business and also the
marketing channels and distribution resources are being used as far as possible.
2. The experience, Office premises, Management and manufacture of the ACME
group is a huge advantage for The ACME Agrovet and Beverage Ltd.
3. 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.
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

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 departments in the group which are providing services to the Agrovet sector, have
to understand the dimensions of Agrovet in order to provide the standard of
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 Agrovet
sector. The employees lack motivation and productivity among themselves.
3. At present, there is no specialist Research and Development team in the 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 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, 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, Agrovet lacks competitive pricing and
pricing experimentation.
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 Agrovet
business. The bank loans regarding the Agrovet industry has decreased due to
government intercept to encourage the business.
2. The society is changing. People are becoming very conscious about what they
are consuming. This is a good prospect for beverage industry. Now-a-days,
people lack interest in drinks like Coke, Pepsi and are more inclined towards

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 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.
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
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,

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 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 Beverage 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.
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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5. DISTRIBUTION STRATEGY:

Direct Coverage by Sales force:

Total National Coverage: 1, 20,000
Outlet Category wise:
Territory A-Class B-Class C-Class Total
Total 6000 30000 84000 120000
.
Outlet Type Wise:
For 1Litre:
Territory A-Class B-Class C-Class Total
Planned 100% 75% 50%
Coverage
Min Order / 4 pcs 4 pcs 2 pcs
Month
Qtn Sold / 24000 90000 84000 198000
Month

For 250 ml:

Territory A-Class B-Class C-Class Total
Planned 100% 75% 50%
Coverage
Min Order / 8 pcs 10 pcs 6 pcs
Month
Qtn Sold / 48000 225000 252000 525000
Month

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For 150 ml:
Territory A-Class B-Class C-Class Total
Planned 100% 75% 50%
Coverage
Min Order / 8 pcs 5pcs 4pcs
Month
Qtn Sold / 48000 112500 168000 328500
Month

6. JUICE MARKET IN BANGLADESH:

A. Pet Bottle:
Mainly two local companies Pran & Akij Foods & Beverage ltd. introduced Pet Bottle in
our country. In the same time there are some foreign companies who have already
introduced Pet Bottle in the local market. Present market conditions of Tetra Pack after
introducing juice in Pet Bottle are described SKU wise as below:
For 1 Litre:
 The sales of 1litre juice of tetra pack are slightly decreased due to availability of
1litre of juice in Pet Bottle. Customers prefer Pet Bottle for the consumption of
1litre juice because it is easy to serve and store than tetra pack.
 Households also prefer Pet Bottle because it is easy to serve and store. In addition
consumer can also reuse Pet Bottle whereas it is not possible for tetra pack.

For 250 ml:

 Workingwomen feel comfortable to consume juice in Pet Bottle whereas they feel
hesitate to consume juice in tetra pack that is mostly applicable for consuming
juice outside their homes.

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  Teenagers prefer tetra pack because they are always in hurry and feel comfortable
to consume and they don’t face any problem especially for disposing the juice in
tetra pack after consuming.

For 150 ml:

 Pet Bottle doesn’t create any adverse affect to fun pack or any SKUs that are
specially made for school going kids. But in some cases where parents are
involved in purchasing juice for their kids then PB prefers mostly because parents
think their kids can consume juice in Pet Bottle in a flexible way.

For All SKUs:

 Product visibility is higher in Pet Bottle rather than tetra pack. It is also create a
positive impact to consumer preference about Pet Bottle and moreover the
visibility in the outlets will be higher in Pet Bottle.

B. PRICE SENSITIVE:

Consumer group of juice product in general is highly price sensitive. Since taste of all
juice products is quite similar hence only differentiate factor is price. Most of the target
group consumes juice as a thrust satisfying, refreshment instinct where price is
considered to be a major deciding factor.

C. SALES PROMOTION:
Most of the companies use sales promotion as a major media of marketing
communication. 80% of the company uses trade promotion as their major campaign
technique. This actually provides better result. Since traders play a prominent role in

13
deciding consumer’s brand selection, hence trade offer is considered to be the best way to
have retailers push role in the point of sale.

 Giveaways items
 Cash rewards
 Attractive prizes
 Renting out retailer’s ‘Homesite’

D. CARRYING COST:

It is said that 80% of the cigarette manufacturing cost comes in the form of duty and
Sales tax. But in juice industry major cost is incurred in the form of carrying the product
since the product itself is heavy and space occupying.

7. WHY JUICE MARKET EXPANSION IS SO EXPLOSIVE?

A. Juice product matches with new life style:

Today’s health conscious consumer considers juice as a new way of life because of juice
is,
 Convenient
 Healthy
 Fat free compared to CSD.

Juice market, in general, is on the dramatic rise. Country is now flooded with huge drinks
both in CSD, BSD and MW. More new companies are in the pipeline. Market is
personified with huge brands. Key attributing factors for uninterrupted growths of this
market are:

Technological Innovation:
Technological innovation has led people to see things from different angles. Today’s
people are more quality conscious and comfort oriented. Technology enables them to

14
enjoy modern amenities of life. Now juice products are available both in bottles, plastic
containers, tetra pack and canes, which are the direct out, come of technological
innovation. Use of preservative has given longer life of the juice of different kinds.
Advancement of the communication sector has made the life of the perishable goods like
juice and mineral water more marketable and quality oriented.

Cultural Shift-Traditional outlook to modern way of life:

Today’s consumers are culturally more rich and informative in nature. People are more
achievement oriented and they want to enjoy amenities of modern life. Modern
education, family values, and believes, scope to interact more with outside world and
cultural transformation-all have contributed to the overall growth of the juice market.

Sky Culture and Its Impact on Customer Behaviorism:

Mr. Peter Drucker has rightly said that today’s world is a global village. Fashion and taste
have become international phenomenon just because of the massive expansion of cable
T.V. network and other media activities.

8. MARKET STRATEGY:

A. Target market & Consumer profile:

 Children, students and married women (housewife and working women) with
children.
 Children between the ages of 8-10 years, students aged 17-24 years and mothers
aged 26-40 years.
 Students studying in private and public colleges and universities.
 Regular user of fruit juice i.e. consumes fruit juice at least twice a month.

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  Brand usage: Consumers any of these brands -> ACME, Pran, Starship, Danish
and Shezan.
 SEC: A; B; C.
 MHI – Tk. 15000-25000+

B. Product Strategy & Value Chain Management of ACME Juice:

 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.
 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.
 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 Mangorange juice.
 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.
 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.

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  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.
 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.

Value Chain Management of ACME Juice

Final
Supply of Consumer
Raw
Materials
Through
import.
Internal Value Chain
Local
Shipment in Transportation to the Raw Materials Central Sales Transported Distributors
Containers by Factory in Dhamrai processing and Centre in to the sales
Freight Manufacturing
Hemayetpur centers
and retailers
Forwarders in the factory,
packed into across the
finished country.
products

Inbound Logistics Outbound

Logistics

C. 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.

 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.

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Branding area

1. Glass branding
2. Wall branding inside the mall
3. Various shop sign branding
4. Decorate small area exclusive branding for ACME Juice where we can
also keep our product
5. Introduce branded outlet

Recommendation
To establish strong brand in the market, the brand name must be prominently promoted
through repetitious type ad. In that case we should put corporate/ brand logo first few
months and then change for thematic advertisement of the product.

 Vehicle Branding
ACME has 150 vehicles, which, are running from one corner to another corner
across the country. We can do branding to these vehicles with a minimum cost.
Mobile vehicle branding will help us to spread the brand name across the country.
Here, only print cost will incur.

 Shop signage: Outlet branding will help us to maintain brand image to the
customer mind. This is a very cost effective and long term branding strategy,
since we do not have to renew every time as it happen in billboard. Also, we can
take one corner of the outlet and branding the place.

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Trade Offer:
Following are the detail trade offer for traders.
 Trade incentive: This is a straightforward offer to the traders. We will set up
target for tem as pe our business plan. All achiever will be rewarded and among
them top seller will get mega prize from us.
 Mistry shopper contest: This contest will increase visibility in the market.
Mistry shopper will visit outlet disguisedly and check the visibility of out product.
Based on point of display they mark the score sheet. At the end of the contest,
winner name will be announced and he or she will be rewarded in gala event.

School branding:
As our primary target group for ACME juice is kids, we need to go branding at school
places.
 Canteen branding: We can do canteen branding where school authority can only
keep our product. It will help us to increase our product sale
 Blackboard branding: It will help us to create a top of mind among students.
Our branding constantly visible to them. Competitors yet to launch this branding
idea in the market. It will also work as part of social campaign.
 Construct guardian waiting lounge: This is very important branding since
parents will buy product for children. They should be our secondary target group.

 Get reward this is the most effective way to encourage the shop owners to
promote our product as an example we can tell them to promote our product if
they can make business during a period of one month the highest seller or our
target achieved seller will get a special gift like first prize can be air ticket for two
to Kolkata, second prize can be air ticket for two to Cox’sbazar and the third prize
can be for two to Mobile Phone.

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Tiffin Period: At the time of Tiffin we can encourage Kids to drink Fun Pack through
TVC script based on children or promoting product by direct marketing with the schools.
Also we can offer the schools to buy our product in special price when they have
different program in the school like annual picnic, sports etc. and make a habit among the
children to be familiar with our Fun Pack so that whenever they buy juice the name Fun
Pack will come to their mind.

Direct selling: We can introduce door-to-door selling concept in the market. This is a
very effective way of selling where we can appoint our own people to sell our product in
a ice box during summer in the busy areas of metro cities as well as bus terminal, rail
station, feri ghat etc. In summer time our juice and mineral water will in huge demand so
we can point out these places and go for direct selling.

BTL (Below the line)

1. School program continuing.

2. House of Billiards Pool championship so-sponsor.
3. Shaptahik 2000 insertion for 250ml juice pack.
4. Toitumbor (children’s magazine) insertion for 150ml pack.
5. Ananda Dhara (Family magazine especially for women) insertion for 1000ml
pack.
6. 26th March 2007 special insertion for (Shadhinota Dibosh).
7. 14th April special insertion for (Pohela Boishakh).
8. Special event for (Pohela Boishakh).

School Puppet Show:

In the mean time we are going to organize school puppet show across the country. Last
time we went for 100 schools. But this time we will organize 500 schools all over the
country. The schools should be selected district wise with considering SEC “A”, “B”,
“C”. Our target group for this school program will be kids from Class 1 to Class 5. it will

20
be an hour program consist of puppet show to entertain kids through different stories.
The main concept is to create awareness of ACME juice products among the school
students by creating a fun field and enjoyable environment during the program.

Billboard:

Billboard is one of the most useful promotional tools for any brand. The scope of its
visibility is very much higher compare to other promotional tools. But due to extreme
popularity of media mix, its value is getting down day by day. Currently we have eleven
billboards across the country. All of them are in a very prominent place where the
visibility is too high. We are going to re-launch our juice on September. After completing
a successful re-launch the stickers of our existing billboards need to be changed and we
should develop new design with considering our new juice packs to all of the billboards.
Here only print and fitting cost will require. Considering the budget constraints if it is
possible then we should take few more billboards all over the country.

Merchandising

A heavy thrust on merchandising will take place. Emphasis will be given to activities like
window hiring, display competition, etc. A special effort will be made to create some
obstacle on other antiseptic/antibacterial soaps.

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POP Materials:

POP materials like stickers would have to be used to remind the target customers at the
point of purchase. In addition these should also serve the purpose of informing those who
are still unaware till the time of purchase. POP materials include buntings, danglers, shelf
talker, bus hanger, poster etc. Some proposed POP materials for superstore and for upper
class level are showed as below:

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MEDIA MIX OF THE CAMPAIGN:

Press:

Publications will be carefully selected keeping in mind the target customers. Regional
newspapers will be used to increase usage and sales in the respective regions. The
circulation of the newspaper are described as below:
Newspaper Circulation:
SL No. Publications Circulation
English Dailies Bangladesh
1 Daily Star 50,000
2 NEW AGE 15,000
3 Independent 10,000
4 Bangladesh Observer 8,000
5 Financial Express 6,600
6 Bangladesh Today 4,400
7 News Today 4,000
8 New Nation 3,500
9 Holiday (weekly) 10,000
Bengali Dailies
1 Prothom Alo 350,000
2 Jugantor 185,000
3 Samakal 150,000
4 Naya Diganta 130,000
5 Ittefaq 165,000
6 Amar Desh 135,000
7 Amader Samoy 65,000
8 Janakantha 90,000
9 Inqilab 60,000
10 Ajker Kagoj 40,000
11 Bhorer Kagoj 35,000

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 12 JaiJaiDin 30,000
13 Sangram 18,000
14 Manabjamin 15,000
15 Dainik Dinkal 11,000
16 Sangbad 10,000
17 Bangla Bazar Patrika 5,000

Recommendation:
After completing a successful re-launch on September we should go for press
communication through large size color (10 col x 4”) insertion for at least one month in
the highest circulation papers. It is described as below:

Sl. Publications Position Size (Col x inch) No. of Cost

Insertion
1. Prothom Alo Front page 10 col x 4 inch 2 473600
(Color)
2. Jugantor Back page 10 col x 4 inch 1 154000
(Color)
3. Ittefaq 3rd page 10 col x 4 inch 2 295200
(Color)

Radio:
Radio campaign will be developed and released in central station. A significant thrust
will be on radio campaign as it is one of the most important media that reaches a large
majority of semi-urban and rural dwellers. As a result after completing a successful re-
launch we can develop our radio plan in the following manner:

24
Foorti 88.0 fm
Brand: ACME Juice
Duration: 30 Sec.
Programs Position Duratio Rate Spots Cost
n
Hello Dhaka (7am- Before 30 25 320 225000
9: 30am)
Dhaka Calling Before 30 25 320 270000
(4pm-8pm)
Card Total 640 495000
Add 15% Vat 74250
Grand Total 569250

Total number of spots Program wise:

2008
September October November December
80 80 80 80
80 80 80 80
160 160 160 160

25
Today 89.6 fm
Brand: ACME Juice
Duration: 30 Sec.
Programs Position Duratio Rate Spots Cost
n
Hello Dhaka (7am- Before 30 20 320 162000
9: 30am)
Dhaka Calling Before 30 20 320 216000
(4pm-8pm)
Card Total 640 378000
Add 15% Vat 56700
Grand Total 434700

Total number of spots Program wise:

2008
September October November December
80 80 80 80
80 80 80 80
160 160 160 160

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Television:

The television campaign will go during the launching month of September. Thereafter a
shorter version of TVC will be followed in the next.

Spots will be scheduled during the launch phase in a way that the spots are placed before
programs with high viewer-ship, i.e. Bengali Package Dramas and Magazines etc. In
addition, sponsorship of dramas, serials and events may also be considered.

Strong brand equity can be developed through TVCs by sponsoring public health
message related serials/dramas aimed at propagating hygienic practices in the daily life
activities.

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