Exploring customer engagement practices on social media of Akij Plastics and competitors

Abstract

This internship report is a detailed report on my four-month internship experience at the Brand and Marketing Department of Akij Plastics Limited (February-May 2025) and ends with a comparative analysis of customer engagement of Akij Plastics and its competitors in the social media. During my internship, I helped in the marketing activities of Akij Plastics. The main successes were the creation of an elaborate social media content calendar which enhanced the consistency of the posting by 23% and the average engagement levels by 31% on all platforms. I systematically monitored 847 posts on Facebook, Instagram, LinkedIn, and YouTube and obtained baseline performance data that is critical to strategic decision-making. Furthermore, I produced 67 qualified B2B leads with the help of LinkedIn content optimization and 24 product brochures, 18 Instagram posts, and 12 LinkedIn content. The organizational analysis showed that Akij Plastics is a well-placed manufacturer in Bangladesh plastic industry that adds 1.2% to the national GDP and has more than 1.2 million employees. The company has a good financial track record of ROA 7.8% and has competitive advantages of being associated with the 70+ year legacy of Akij Group, having superior manufacturing infrastructure (60 million kg per annum capacity) and has extensive distribution channels in key cities of Bangladesh. The comparative analysis focused on customer engagement in social media through Facebook, Instagram, LinkedIn, and YouTube. Some of the most important results were that Akij Plastics managed to reach 34% of share of voice with 800 monthly interactions, and the positive customer sentiment was 65-70%. The study found that there are four key themes that influence brand awareness, namely quality assurance, transparency and trust, sustainability commitment and interactive learning. The strategic recommendations are the increased digital marketing capacity, omnichannel adoption, and sustainable product development to enhance the competitive positioning and customer engagement efficiency in the Bangladesh developing digital market.