Abstract:
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.