Implementation of tactical strategy to change consumer perception of Fresh Milk Powder

Abstract

Meghna Group of Industry is a consumer focused company and has a set of new standard since its emergence. The brand name Fresh, under which most of the MGIs products are available in the market, promises to the consumer purity, quality, trust & freshness at all times. The secret to the success and vast expansion of MGI has been diversification and the group has entered a broad array of different markets and industries including Fast Moving Consumer Goods (FMCG), building materials, pulp and paper, LPG, feed, fiber, power plants, shipping, seed crushing, chemical, ship building, dockyard, securities, insurance, media and aviation. The product range of MGI today is truly impressive and the conglomerate markets most of its products under the recognisable brand names of "Fresh", "No.1", "Actifit", "Pure" and "Meghnacem Deluxe". The result of this level of reach and diversification has been that within Bangladesh one in every two households uses MGI products and internationally MGI has a substantial presence in the Middle East, Southeast Asia, Europe, South Africa, North and South America. The founder of Meghna Group of Industries, Mr. Mostafa Kamal started his voyage with a quest for doing something for the country and the people, he is currently involved with a variety of different sectors. Corporate Social Responsibility is thus the ultimate form of corporate contribution integrated into the business model of MGI. MGI is equally concerned with the welfare of its employees.