IMC strategy: Acme’s vision of lead the pharmaceutical market of Bangladesh

Abstract

In order to complete my BBA program, I have been instructed to complete my internship report on “IMC strategy: Acme’s vision of lead the pharmaceutical market of Bangladesh” under the supervision of Mrs. Tania Akter. As Pharmaceutical industry in flourishing in recent years, being one of the oldest pharmaceutical company in Bangladesh, The Acme Laboratories is currently has vision to capture as much market share as possible. They are now offering both prescribed product and over the counter product to the customers. Marketing plays a crucial role to achieve their target. Their strong marketing team and dynamic marketing strategy is helping Acme to achieve their target. They are using all the communication tools that can be possible in the pharmaceutical market. However, some of the communication tools cannot be implemented because of the restriction from the Drug Authority. Acme is trying continuous effort to communicate with their target customers as much as possible. As this study is on their IMC strategy and tools, only qualitative research was possible by interviewing various in charge of marketing Team of The Acme Laboratories LTD. After the qualitative research, it is found that acme’s main promotional item is printed promo materials. They are using gift items as well as their promotional and branding tools. In addition, Sampling of the product is also very crucial method of Acme to promote their product. Lastly, Acme’s all these promotional effort is impacting in their communication positively which in reflecting in their revenue for last five years. There can some areas that can be improved though new promotional items and method.