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ACI Logistics (Shwapno)
102
Course : Internship
Course Code : BUS 400
ACI Logistics (Shwapno)
18 December, 2018
Welcome to the Presentation
Submitted to:
Zaheed Husein Mohammad Al-Din
Senior Lecturer
BRAC Business School
Submitted by:
Shrabanee Pal
ID - 14204024
Starting
The Evolution of Brand Awareness and The Status of Customer Loyalty of ACI Logistics
Introduction
Outline :
Specification
1. Overview of Super Market Industry
2. Brief of ACI Logistics
3. Introduction
4. Analysis and interpretation of data
5. Findings
6. Recommendations
7. Conclusion
Overview of SuperMarket Industry
"The Super Shop culture was introduced 17 to 18 years ago" - Zakir Hossain , the general secretary of the Bangladesh Super market Owner Association.
Super Market Industry
Basic Data
The Basic Information :
1. The rising middle class fetches cheers for supermarkets.
2. Rapid urbanization and per capita income.
3. 15% - 20% annual sales growth rate of super stores.
4. The market size of country's supermarket is 2500 corer.
5. Agora is the first superstore which began journey in 2001.
6. Now, Shwapno is the market leader with the highest number of outlet (90 outlets).
ACI Logistics (Shwapno)
ACI Logistics
1. In 2008, Shwapno gave its footprint in supermarket industry as "Fresh and Near".
2. Market leader with approximately 30% market share with 600,000 registered customers.
3. Operating 90 outlets across Dhaka, Comilla, Chittagong and Sylhet.
4.Direct sourcing is the main target.
5. Compound Annual Growth Rate (CAGR) is 34%, well above from industry growth rate 14%.
Hierarchy
Hierarchy of Shwapno
Executive Director
Operation Director
Business Director 2
Business Director 1
Business Head
(Protein Perishable)
Business Head (Company Goods)
Business Head (Lifestyle)
Business Head
(Commodities & Communities)
Business Head (General Merchandising)
Senior Category Manager
Category Manager
Senior Executive
Executive
Mission:
Winning the heart of the customers by becoming the platform for exceeding expectations through innovating, creating, delivering brand promise "Everyday Better Life"
Vision:
Mission & Vision
Proceeding to be the largest retail chain store in Bangladesh while providing superiority in the quality of the products and service.
FOCUS AREA 1
FOCUS AREA 1
(Position of the Brand,Shwapno)
4P
Marketing Mix (4P) :
Product :
1. Retail service.
2. Retail landscape helps customers by imparting convenient and efficient service.
Price :
1. Cost leadership strategy.
Promotion:
1. Billboard and print media advertising such as newspaper and leaflet.
2. Sales promotion such as coupons, free trial and discounts.
3. Public relation such as doing session in ABC Radio, "Gifted Are Our Children".
Place:
1. Strong distribution strategy and highest number of outlets.
SWOT
SWOT Analysis :
Strength:
1. ACI Limited ( Advanced Chemical Industries).
2. Highest number of outlets (90 outlets).
3. Smoother distribution strategy and high quality products.
Weakness :
1. Expanded in few districts.
2. Uncontrollable media.
3. Lacking of proper trained sales personal.
Opportunity:
1. Emerging E-commerce.
2. Increasing per capita income.
3. New trend.
Threats:
1. Political unrest.
2. Competition is very intense.
Porter's Five Force
Porter's Five Forces :
Bargaining Power of Buyer:
1. Moderately high as people have many options to shop.
2. Customer can use bargaining power as they buy large quantities.
Bargaining Power of Supplier:
1.Moderately high as supplier has lots of options to supply their products.
2. Supplier has the option to compete with Shwapno directly.
Threat of New Entrants:
1. Moderately low because of its economics of scale.
2. New entrants will face significant cost disadvantage.
3. Loyal customer.
Competitive Rivalry:
1. Rivalry is moderately high.
2.Fixed cost is high, sales volume is also high , demand is also growing .
Threat of Substitute:
1. High as there are wet markets, online platforms.
Brand Mantra
"Connecting the Dots"
Points of Parity
Brand
1. Offering verity of products.
2. 15% vat
Points of Differentiation
1. Strategic business unit of ACI Limited.
2. 90 outlets.
3. "Shuddho" Project
Leveraging Secondary Brand Association:
Uniqueness
1. Eastern Bank Limited
2. Gloria Jeans
Brand Elements
Brand Elements :
Brand Name : Shwapno
Brand Logo :
Brand Color: Red, White, Black
Mascot:
Tag-line : The best shopping with the money earned by hardship.
Packaging:
Primary packaging
Secondary packaging
FOCUS AREA 2 Brief of Study
FOCUS AREA 2
Brand Awareness
"The degree of customer awareness of a brand and its product."
Brand Awareness & Customer Loyalty
Customer Loyalty
"It refers to the repeated purchase by the customer."
Methodology:
1. Primary data
2. Secondary data
3. Sample size - 80 respondents.
4. Quantitative method
5. Online survey
6. 5 point likert scale.
Methodology
FOCUS AREA 3
FOCUS AREA 3
Analysis and Interpretation of the Data
Hypothesis
H1
Brand Awareness
Customer Loyaly
Hypothesis
" Higher brand awareness leads to higher customer loyalty"
Reliability
Reliability :
Validity
Validity :
Regression
Regression:
Findings:
FOCUS AREA 4
1. 62.5% people are confident about the quality of the brand.
2. 62.5 % people believe it is a trustworthy brand.
3. 60% people thought Shwapno is able to fulfill their daily necessities.
3. 28.7% people said that they choose Shwapno over the other brands.
4. 42.5% people agreed to recommend this brand to their near and dear ones.
Recommendation
Recommendations :
1. Above The Line.
2. Below The Line.
3. Referral program.
4. Car Wraps.
5. Freebies.
6. Social Media Contest.
7. Sponsorship.
Conclusion
"Make your everyday better with Shwapno."