Tell us a brief about your career. After completing my postgraduate from IBA, I joined May & Baker Ltd, which is now known as Aventis Pharma. After spending about 16 years in various top management positions, looking to move to the Fast Moving Consumer Goods (FMCG) sector, I joined Jamuna Group as Group Marketing Director in 1992. During my six years at Jamuna, we launched Pegasus Shoes, Jamuna Welding, Jamuna Knitting & Dyeing Ltd and Aromatic Cosmetics Ltd. Subsequently, I joined ACI and currently am the Managing Director of ACI Salt Ltd, Executive Director of ACI Ltd, and Board Director of seven ACI affiliated companies. Besides my corporate profession, I am teaching Marketing at South East University as part time faculty for two years. Furthermore, I also participate in some crucial government assignments when asked. Recently, I have been signed as anchor of ‘Corporate Star’, a show scheduled to be aired on Asian Television.
About the ‘100% Halal’ slogan. I proposed the `100% Halal’ slogan as a marketing proposition for Aromatic beauty soap in competing with Lux. It turned out to be a unique selling proposition (USP), as the use of vegetable fat and it being non-halal gained mass consumer attention. This strategy was covered by Phillip Kotler in his latest “Principle of Marketing” textbook edition as a clever example of market positioning.
Little bit more about innovative marketing strategies in the South East Asia. Marketing itself is an innovation continuously thriving to come up anew with bright glory features. It is the core concept of marketing to identify and fulfil the need gap of consumers. Marketing strategies go through subtle innovations as invention, creation, transformation and mobilisation are updated regularly.
Difference in theory and practice of Philip Kotlers Marketing principles in our country. Eventually, it comes down to a mix of theory and practice while marketing a product or service in our country. It’s difficult to measure the difference as variants to be considered are in most cases unmeasurable, qualitative or demographic, psycho-demographic in nature.
Tell us a bit more about the National Quality Assurance and Control Manual (NQSACM) to improve the quality of iodised salt in Bangladesh. NQSACM is a dynamic process of standardising commodities. In FMCG market, customers hold the power. If consumers’ expectation is unmet or quality is unsatisfactory, product will automatically fail. Like any regulatory body, NQSACM can only implement standard or policy.
What does it mean to ACI: Pure Salt? ACI salt serve people of all social economic class (SEC), it is the first purchasable product free of class. It is a vital product for consumers as it fulfils one of the most important needs of human being; helps develop their merit and also connects ACI with millions of households. What is the current consumption and demand of salt? 15 grams of salt is consumed by a person each day. This adds up to a total of 2m metric tonnes of salt demand whereas 1.2m metric tonnes demand is for edible salt.
ACI salt production amount from market perspective. ACI has recently established a world-class plant, purchased from Switzerland which shall meet country’s 20% need.
Tips to aspiring marketers. Study and think marketing according to your country’s perspective. Be solemn, stern and serious.
Tell us about your family, interests and hobbies. I have three daughters and three grandchildren. They are dear to my heart. I like reading a lot. Watching TV is also very interesting to me, as you can never tell what you might come by, pick up and implement the same in an innovative manner. I am a man who can’t stay idle. I’m either reading, watching or networking all the time.
Any favourite quote. “Jodi tor dak shune keu na ashe, tobe ekla cholo re” – Rabindranath Tagore “Nasrun min Allahi wa fat-hin qareeb” (Surah as-Saff 61:13), which means Allah gives honour to him only, who is fit for it.
What’s next in your career? I am staying with ACI and have some interest in politics. Let’s see…
That’s how we do it: Survey the consumers, find out the need gap, try to fill it up and acquire their trust.
