Premier Cement Mills Limited is one of the leading manufacturing cement companies in Bangladesh. Among 120+ Cement Company it has established its brand name at a certain height. World class machine and quality product ensured by BUET test in every three months has give them a strong position in the market, along with river side production house in Muktarpul, Munshiganj. They are now producing Ordinary Portland and Portland Composite cement, and to sell their product they are using direct and indirect channel, and currently they have 8% market share in Bangladesh.
To create brand awareness and brand association with the brand they basically use different kinds of promotional activities like-leaflet, mini leaflet, banner, poster, and electronic media, Mesban, Mason and Engineer Meeting, Newspaper Advertising etc. Among promotional activities Cash++ and Eid 2 Eid offer are most popular in which they are giving discount based on scratch card and gift items based on raffle draw.
Evaluate brand performance depending on three months working experiences of brand department is not an easy task. Even then through brand audit, four steps of Brand Building, Perceived quality, Brand Power Grid Model, I tried to high light the position of Premier Cement Mills Limited’s Brand position. I also add some finding of Premier Cement Mills Limited, depending on my practical knowledge I gave some recommendations at the end of the report.
PCML is conduction their business successfully in Bangladesh. Depending on my experience and field visit, it is clear that they are in a good brand position. But though are exporting 8% of their productions to India and having a good increasing market in Bangladesh, they should give more emphasis on creating a stronger brand in Bangladesh first. For this they have to add more branding activities which will helps them to increase brand image.
Origin of the Report
The purpose of this report is to explain what I did and learned during my internship period with Premier Cement Mills Limited (PCML). The report is also a requirement for the partial fulfillment of Premier Cement Mills Limited internship program. The report focuses primarily on the working environment, successes and shortcomings. And secondarily, it focuses on Brand Establishment of Premier Cement Mills Limited. Among all my proposals my advisor MR. Abdul Alim Baser has selected “Brand Establishment of Premier Cement Mills Limited” as my internship report topic.
Overview of the Report
This report is all about the brand department, on which I tried to discuss about the brand establishment of Premier Cement Mills Limited which also includes
- Company Profile
- Distribution Channel
- Current Promotional Activities
- Conclusion, and other related topics.
This report is a scope to me through which I can relate my theoretical knowledge with my practical knowledge. These three months while I worked on “Premier Cement Mills Limited”, I had an opportunity to work in a real business field and those experiences which I gathered will be shared in this report along with theoretical collaboration. The report is based on the brand establishment of Premier Cement Mills Limited and the objectives of this report are given below
- Had an opportunity to see how the company really works.
- Facing real life problems and observe how this can be handled or maintained.
- How company go for building branding image.
- Had an opportunity to relate theoretical knowledge with real field experiences.
- Got practical experience of real job field.
- Has real life experience and problems that occurs in the workplace.
- To gain an in-depth knowledge about how a company functions.
Overview of the Industry and Organization
Cement Industry in Bangladesh
Cement industry is an increasing sector in Bangladesh. There are 120+ cement factory in Bangladesh and daily production capacity is 16.687 Million MT. some of them are-
• Holcim (Bangladesh) Ltd.
• Lafarge Surma Cement Ltd.
• CEMEX Cement (BD) Ltd.
• MTC Cement Industries Ltd. (TIGER BRAND Cement)
• Unique Cement Industries Ltd. (MEGHNACEM and FRESH Cement)
• Heidelberg Cement Bangladesh Ltd.
• Seven Circle (Bangladesh) Limited
• Emirates Cement
• Aramit Cement
• Dubai Bangla Cement
• Muslimia Cement Ind
• A R Cement Mills Ltd.
• Shah Cement Industries Ltd.
• Metropolitan Cement Ind.
• Confidence Cement Limited.
• Premier Cement Mills Limited.
After fulfilling the demand of Bangladesh, they are now exporting cement to other countries like India. As fact, it is actually bringing a lot of revenue and if it is fully and properly maintained, we have a bright future on this sector.
So, in my internship report I tried to find out brand condition of our cement industry. To do this I basically take a cement manufacturing company named “Premier Cement Mills Limited”, as it is one of the leading companies and have some exceptional facilities.
“Premier Cement Mills Limited” was founded in 2001 as the private cement producer in Bangladesh, with a factory in Muktarpul, Munshiganj. The factory is equipped with world-class European technology built in Denmark and Germany. The Company started production in March, 2004 with Unit 1, which had an installed capacity of 730,000 tons of cement per year, and would be followed by Unit 2, also at 730,000 tons of cement per year, by the mid of 2005. Within the span of first 5 months, the company has achieved the ISO 9000-2001 certification from TUV, with highly skilled employees for its quality product, technology and machine. It has a capacity of almost a million tons per year. The Company is recognized as a leading cement producer with abundant supply of raw materials, low production cost and an energy efficient operation. The Company has an extensive distribution system throughout the country.
Their transports operate a large fleet of trucks to distribute cement products in bags almost anywhere in the country.
With their automated manufacturing facilities and fully equipped laboratory with dedicated team Premier Cement Mills Limited ensure quality of each batch of production. Currently they are manufacturing two types of cement and they are
- Ordinary Portland cement
- Portland Composite Cement
Ordinary Portland cement: Portland cement (often referred to as OPC, from Ordinary Portland Cement) is the most common type of cement in general use around the world because it is a basic ingredient of concrete, mortar, stucco and most non-specialty grout. It is a fine powder produced by grinding Portland cement clinker (more than 90%), a limited amount of calcium sulfate (which controls the set time) and up to 5% minor constituents.
Fields of use include
• General purpose
• All kinds of concrete structures
• High Buildings
• Road pavements
• General purpose prefabricated concrete components
• Concrete sewage pipes
Salience: It’s the ability to link the brand logo, symbol, and so forth to certain associations in memory. In particular, building brand awareness which helps customers to understand the product or service category. It also ensures that customers know which of their needs the brand – through these products- is designed to satisfy.
Brand performance: Brand performance describes how well the product or service meets customers’ more functional needs, how well does the brand rate on objective assessments of quality, to what extant does the brand satisfy utilitarian, aesthetic and economic customer needs and what’s in the product or service category. Customer’s view performance through some elements and this are
Reliability means consistency of performance over time and from purchase to purchase. Durability is the expected economic life of the product Serviceability means the case of repairing the product if needed.
Brand Imagery: Another important stage is brand imagery. Brand imagery actually talks about that kind of image which is achieved by the brand. In short it is actually related with the true brand image of the brand.
Brand judgments: Brand judgments are customer’s personal opinion and evaluation of the brand. Customer may make all type of judgments but four are important and these are-
- Brand quality: Brand attitude are customers overall evaluations of a brand and often from the basis for brand choice.
- Brand Credibility: Customers may also form judgment about the company or organization behind the brand.
- Brand Consideration: Favorable brand attitudes and perceptions of credibility are important but not enough if customers don’t actually consider the brand for possible purchase or use.
- Brand Superiority: Superiority measures the extent to which customers view the brand as unique as and better than other brands.
Some important fact I have found during my internship period on which they should concentrate immediately in order to create a strong and sustainable brand. Among them some may be useless but I think some of are important for the company and these findings are given below-
- They are not using television media at present, but I think they should do it.
- They have a credit policy for their dealer which is good, but when all companies is giving more facility and flexibility to their dealers, then they should include some more credit facility to their dealers.
- Cash++ and Eid 2 Eid offer is continuing from 2009, which are successful offer compare to other company’s offer. But its successful rate is decreasing day by day with customer’s interest by seeing same thing again and again. So, I think they should provide a little bit different offer to their customer from next year.
- They should do some CSR activities, which will help them to add more brand value.
- They should have separate budget for branding department which will be used throughout the year except offer period. This will create a solid brand image separated from offer period branding.
- They should so some promotional activities which will introduce their brand in front of rural mason and people.
- They should provide billboard in structions that used their product on that construction along with company logo, which will increase their brand awareness.
To create a sustainable and strong brand I have some recommendations which are given below- ¾ Credit Facility: To increase the facility and to compete with the strong competitor they can introduce another little bit more credit facility for their retailer so that they try to give brand to take a strong more emphasis to this brand for their own facility. And if they do this they will help the sition, because without a strong brand image they could not sell ¾ the product after a certain stage.
Mobile Ad: They can use mobile marketing to create a strong brand. Like- they can make a deal with the mobile operator for SMS advertisement on phone to those people who use 01711. . . …… series numbers interns of GrameenPhone.
Television advertisements for Premier Cement Mills Limited competitors and to create brand associations with the customer they should launch it again.
Endorser involvement: people who use the GP from the beginning of the launch of GP and these people are more
or less 35+ age years old and the target customer of Premier Cement Mills Limited. Or they can target to the star subscriber to the GP, or can give some discount through this SMS.
Scholarship program: To create a strong brand they can launch a scholarship program to give scholarship to the mason r’s children. Because, a large portion of cement consumer are mason the BUET test result more reliable like Professor Jamilur ReZa Choudhury (B.Sc. Engineering or civil enginee d civil engineer.
Event marketing and sponsorship: By event marketing and sponsorship Premier Cement Mills Limited can link their brand to events popular among the customers. hoosing sponsorship events or activities, identification
with a product and thus brand recall can be enhanced. Though they are sponsoring many events but they are strongly related with cement sectors. They need to sponsor different kinds of event which will make their brand stronger. The events can be chosen based on the attendees’ attitudes and usage regarding certain products or brands. They can also sponsor events related to their brand to boost up the brand image.
Radio: Now a day’s radio became a very useful medium of advertising. So Premier Cement Mills Limited can use this medium for building their brand.
Resourceful Website: The www.premiercement.com contains less useful information for the customer related to the products and promotion. It’s a world of technology, where customers try to search and gather information before buying a product. So many of them use internet as a mean of collecting information of specific product.
Premier Cement Mills Limited can take the initiative to light/sponsor lamp post of is getting less focus from the internet users. The website should be well maintained where the product news and promotional news will be given. There should also be a section for feedback/reviewing for the customer where they can rate/review the product. When a customer gets his answer in become satisfied. A satisfied customer become loyal to a brand and helps the brand to become a well known brand.
Awareness Program: Premier Cement Mills Limited can take an initiative to educate the people of the country about the correct use of their product. Because the wrong use of these product are causing harmful result. For this they can organize seminar, round table equity. They will be considered as a socially responsible brand. As a whole the brand will be established as discussion etc. If they conduct awareness program like this than their brand image in the target customers mind will increase and they will have positive brand a socially responsible and powerful brand as well.
In this Term Paper I tried to give an idea of the Brand establishment of Premier Cement Mills Limited. Brand image allow consumers to buy with confidence, and provide a route map through an incredible collection of choice. The real power of powerful brands is that they meet the expectations of those that buy them or, to put it another way, they represent a promise kept.