An Assiengment

On
Brand Strategies of Fresh

Submitted by: Lenin Vincent

ID: 193980003
MBA 10
Major: Marketing
Subject: Product and Brand Management

Submitted To: Professor Dr. Samir Kumar Sheel

(Adjunct Professor)

Submittion date: 1/09/2020

A brand is a name given to a product and/or service such that it takes on an identity by itself.
There are four main brand approaches, as shown in the following diagram:

Four brand strategies as you can see, this diagram is a matrix built around the two attributes of
existing/new product category and existing/new brand name. This then determines one of the
four boxes, namely:

 Product line extension

 Multi-brand
 Brand extension
 New brand

Product line extension

A product line extension is introducing a new product – that is similar to what the company
already offers (that is, within an existing product line/category) that is targeting an existing
market by using the current brand name.

Multi brand
A variation of the product line extension above, is to run a multiple brand strategy within the
same market. As you can see from the matrix, a multi-brand strategy involves having more than
one brand competing in the same product category.

Again, this is a relatively common approach for large companies. For example, a manufacturer
of frozen vegetables may have multiple brands – that to the consumer appeared to compete
against each other – but have the same corporate ownership.

Brand extension
A brand extension involves broadening the market’s understanding of the brand. This is achieved
by offering more products (of a different nature/category) under the existing brand name.

New brand

The final brand development strategy is a new brand. A new brand occurs when the firm is
expanding is offering – by developing a new product line that they haven’t not offered before –
and as a result, need to build a new brand.

Overview of Meghna Group of Industries

Meghna Group of Industries (MGI) is one of the biggest & leading conglomerates of
Bangladesh. With a turnover of USD 2 billion & asset of USD 1 billion, MGI is currently
operating in 32 companies, 30 Industries with more than 15000 employees, 3000 distributors &
1000 suppliers under its umbrella. Meghna Group of Industries has wide range of consumer
goods under the umbrella brand Fresh. Fresh symbolizes freshness, purity, quality and trust.
Fresh is committed to quality compliance and serving customers at affordable price.
Products under the 'Fresh' Brand are - Full Cream Milk Powder, Soybean Oil, Mineral Water,
Sugar, Flour, Spices (Chili, Turmeric, Coriander and Cumin Powder), Tea, Iodized Salt, Palm
Oil, Mustard Oil, Cement and Feeds.

Brief Profile of Meghna Group of Industries

The full name: Meghna Group of Industries

Head office: Fresh Villa, House-15, Road-34, Gulshan-1, Dhaka-1212.

Industries: 30 & more to come

Business partners: 3000 plus

Suppliers: 1000 plus

Employees: 15000 (Professionals, Skilled, Semi-Skilled) and casual labors

Brands: Fresh, Super Fresh, Pure, No.1

Products: Consumer goods, Cement, Chemical, Power, Fiber, Pulp & Paper, Feeds,
Steel, Real Estate, Securities and media

Export Market: India, Bhutan, Nepal, UAE, Kuwait, Singapore, Malaysia, UK, Hong
Kong, Vietnam
Logistics & Services: Oceangoing Vessel-02, Oil Tanker-15, Lighter-31, Covered
Van/Bus/Truck/Pickup-550, Air Craft-02.
History

The history of Meghna Group of Industries dates back to 1976 when its predecessor Kamal
Trading Company was born. The groups humble debut occurred with the inception of Meghna
Vegetable Oil Industries Ltd in 1989 on a small chunk of land at Meghna Ghat in Narayanganj.
Now, the group is running 30 Industrial units on over 350 acres of land. Meghna Group of
Industries has been marketing various Fast-Moving Consumer Goods (FMCG), Cement,
Commodities, Chemical, Seed Crushing, Fish and Poultry feed, Power Plant, other bulk and
industrial products under the brand name of ‘Fresh', ‘No.1' and ‘Pure'. Moreover, the group has
Ship Building Dockyard, Shipping, Securities, General Insurance, Media, Aviation and many
other businesses.

The Group has more than 35 years of national & global experience. In Bangladesh one in every
three households use MGI brands and products. MGI has started to spread its footprints outside
Bangladesh, especially in the Middle East, Southeast Asia, Europe, North and South America
through exporting its various products.

MGI has been very aggressive in its expansion plan & emerged as the largest investor in
industrial development of Bangladesh for three consecutive years.1

Meghna Group's ambitious business expansion is designed and driven by a visionary yet very
humble person Mr. Mostafa Kamal. Mr. Mostafa Kamal is not only a far-sighted entrepreneur
but also known for his patriotism, contribution towards development of industrial, health,
education, sports, social welfare and various other sectors. His philanthropy, honesty, sincerity
and dedication fetched the group to today's lofty achievements.

Meghna Group has already invested USD 1 Billion for setting up new lines of business and great
expansion programs such as chemical complex, power, salt, seed crushing, cement and media.

Meghna Group has contributed almost 75 million US Dollars as Tax to the state exchequers in
Fiscal year 2012-2013.
Corporate Vision, Mission, and Values:

Vision:

We are passionately creating sustainable economic value for our country and stakeholders by
contributing to the industrial development of the nation and fundamental requirements of our
consumers.

Mission:

We would like to enhance our capability in a competitive and globalizing environment delivering
superior and sustainable value within next 5 years.

Values:
MGI pays attention to the safety of people and products, acts pro-socially and is environmentally
friendly. MGI is sensitive to cultural differences, treats social and commercial partners with
respect and facilities the development of its partners.
FMCG Products and services:

“FRESH” is the brand name of most of the consumer products of Meghna Group of Industries.
This branding scheme descends from the “family branding strategy”. Meghna Products are
distributed through an effective nationwide marketing network. It enjoys the services of an
efficient marketing force, positioned at strategic points in the national network from the East to
west and north to south, rather say, form Teknaf to Tetulia.

1. FRESH mineral water.

2. FRESH Full Cream Milk
3. FRESH Atta, Moida (Flour) and Suji (Semolina)
4. FRESH Spices (Chilli, Turmeric, Coriander, Cumin Powder)
5. FRESH Tea
6. FRESH Iodized Salt
7. FRESH Super Refined Soybean Oil
8. FRESH Super Refined Palm Oil
9. FRESH Stearine and Margarine
10. FRESH Mustard Oil
11. FRESH Coconut Oil
12. FRESH Ordinary Portland Cement
13. FRESH Poultry Feed
14. FRESH brand Feed
15. SUPER FRESH Soybean Oil
16. SUPER FRESH Vegetable Oil
Competitors Name of MGI:

1. Fagun Food Products Ltd.

2. Pertext Company Ltd.
3. Milk Vita co-operative Society
4. Aftab Food product Ltd.
5. Gaffar Food Products Ltd.
6. Agro Food products Ltd.
7. M.M. Ispahani Ltd.
8. Shah Cement and Limited.
9. Holciem Company Ltd.
10. M.T.C Cement Indsutries Ltd.
11. Ahad Cement Ltd. and company.
12. Karim Cement Ltd.
13. Makka Cement Company Ltd.
14. Estern Cement Company Ltd.
15. City group of Company Ltd.

Meghna Group of Industries is a consumer-focused company and has set a new standard since its
emergence. The Group follows Multi-branding strategy like some of the biggest companies of
the world for a more successful outcome.
Fast Moving Consumer Goods (FMCG) is one of the largest and fastest growing sectors in the
economy of Bangladesh. Fast Moving Consumer Goods are defined as low involvement products
which are among convenient everyday goods. Products like salt, flour, edible oil, sugar etc. fall
under this category.

What Is Multi-Brand Retailing?

When a brand creates more than one type of brand, that is called multi-brand retailing.
Since customer’s behavior changed over the years, changes needed to be applied. That’s why
now most of the multi-brand retailers have their own website in order to attract customers. And a
website encourages customers to interact more. That means retailers will have an opportunity to
gain customer loyalty.
Some of the examples of multi-brand retailing are:

 Walmart
 7-Eleven
 Big Bazaar
  Planet fashion
 Bata
The brand name Fresh’, under which most of MGI’s products are available in the market.
FRESH symbolizes Purity, Quality, Trust and Freshness and is committed to quality compliance
and serving customers at an affordable price at all times. Products under this brand includes Full
Cream Milk Powder, Soybean Oil, Mineral Water, Sugar, Flour, Spices, Tea, Iodized Salt, Palm
Oil, Mustard Oil, Cement and Feeds. The other brand s in its portfolio which are ‘Pure’, ‘Super
Pure’, ‘Golap’ and ‘No.1.

The advantages of multi-branding

 Competition between managers
 Leaving less space for competitors and obtaining more for yourself
 Using brand-switchers effectively, who enjoys experimenting with different brands
The disadvantages of multi-branding
 Cannibalization between brands
 Wrong business choices that lead to failure
 Your brand’s public image may become profit-oriented, rather than the customer

 Some multi brand of Fresh Company

Fresh Premium Tea, Fresh Danedar Tea, Fresh Dust Tea, No-1 Leaf Tea No-1 Strong Tea:

Fresh tea is the best Tea blend of the country with the best raw tea carefully chosen from the best
gardens of Bangladesh. Fresh tea has given the market 3 choice. From where the consumers can
choose their types.
Customers: Household, Super Store, Grocery Shop, Hotel, Restaurant, and Tea Stall
Brand Promise: "Bangladesher Shera Shojibota"

Fresh Full Cream Milk Powder, Super Pure Full Cream Milk Powder:
Fresh full cream milk powder provides the essential energy and nutrition for kid’s and adult’s
intelligence, growth and strong health. It’s a good example of multi branding of Megnha group
of industries in term of Fresh product sector. They are providing 3 types of powder milk in
market. And both are in different names.

Customers: Household, Super Store, Hotel, Restaurant, Bakery, Hospitals, Sweet meat shops
Brand Promise: Rich milk for kids’ strength & performance

Fresh Ball Pen - DF Pen:

 Fresh Good Day

 Fresh Ball Pen - DF Pen
 Fresh Sprint
 Fresh icon
 Fresh icon Signature

Available SKU:

 Fresh Classroom
 Fresh Sailor
 Fresh Campus
 Fresh Shine

Fresh Facial Tissue Fresh Paper Napkin

Fresh Hand Towel Fresh Wallet Tissue

Export Market: India, Nepal, Sri-Lanka, Dubai, South Africa, Marisa’s etc.
Origin of Machinery: Italy, Germany, French, Korea, Taiwan, China, India, USA etc.

References:
 https://www.paldesk.com/what-is-multibrand/
 Problems & Opportunities of Marketing Strategies of Fresh Mineral Water: A Study on
Meghna Group of Industries
 https://medium.com/@ReputationDefender/four-brand-development-strategies-to-
maintain-competitiveness-b94f58f39912
 https://en.wikipedia.org/wiki/Meghna_Group_of_Industries
 branding strategies of Meghna Group of Industries
 https://www.meghnagroup.biz/fresh-tea.php