Branding and marketing in automobile industry of Bangladesh: focusing on Ford and Jeep- brands distributed by Anwar Group automobile division

Abstract

The report consists of data that I learned at Anwar Group of Industries during my internship period. Anwar Group of industries is one of the biggest conglomerates in Bangladesh. It has invested its efforts and monetary fund in business sectors right from steel, pipe manufacturing to garments to real estate. AG Automobiles Limited and Toledo Motors Limited are subsidiaries of Anwar Group of Industries and its automobile division who are the distributors of world-renowned American automobiles brands – Ford and Jeep. I have served at Anwar Group automobile division as a marketing intern and got directly involved in marketing and brand the iconic vehicles. My task was mainly to look for opportunities to exploit branding to create brand awareness. Plan and execute marketing campaigns and events to generate inquiries and boost up sales. Also, I was directly involved in all sort of social media communication. I also gathered knowledge in handling marketing agencies and doing proper vendor management. From the internship experience, I was also fortunate enough to learn more about the brands from the principal. I got to communicate with foreign management and get trained by them. I have closely worked with the top management of the company from whom I got to know more about the how operations management of a large organization works and how to coordinate with all the other departs to establish and achieve a single goal. Ford and Jeep brands are global brands and as I did my major in marketing and e-business, these brands helped me understand how to precisely make marketing strategies and campaigns to increase brand awareness and ultimately boost up sales. The internship report also covers an analysis how people (target audience) perceive these brands in Bangladesh and how the brand-new vehicle market is growing and shaping up. Problems have also been identified why Ford and Jeep sales are not as much as desired and probable solution to the identified problems are also provided for it which can be achieved though changes in operations and marketing strategies.