Brand Developing Policy & Strategy of Ahmed Food Products (Pvt.) Ltd.

Abstract

This internship report focuses on the brand development strategies and marketing efforts of Ahmed Food Products (Pvt.) Ltd., a pioneering private food industry in Bangladesh, established in 1983. Initially offering a limited range of products such as jams, jellies, pickles, and sauces, the company has expanded both its product line and market reach, including international exports. Notably, Ahmed Food is the first authorized producer of diabetic food products approved by BIRDEM and public health authorities. The report analyzes the company's corporate vision, mission, values, and branding activities through various promotional channels including social media, billboards, activation programs, and trade fairs. Drawing from a three-month internship in the brand department, this report evaluates brand performance using tools like SWOT analysis, brand building models, and consumer perception metrics. The study also includes consumer analysis to assess the effectiveness of current branding strategies, followed by recommendations to strengthen brand positioning and market competitiveness.