Rebranding and marketing communication of STYLUS mobile

Abstract

Advanced Chemical Industries Limited is one of the largest business conglomerates in Bangladesh with operations in 4 major sectors of the country – Pharmaceuticals, Consumer Brands, Agribusiness and Retail Chain. In August 2015, ACI Limited entered the mobile phone industry of the country through its Mobile and Electronics Division under the Consumer Brands SBU. The newly introduced mobile brand, Stylus, promised to enhance the lives and lifestyles of its consumers through technology and innovation. Stylus was launched with the proposition of “Quality within Affordability”. However, in Bangladesh has a highly competitive cell-phone industry, with both local and foreign companies operating and excelling in the market. Still in its nascent stages, Stylus fell short in terms of brand awareness and visibility when they first entered the market. The newly established distribution network also played a role in Stylus‟ failure to capture market share – volume and value-wise. Subsequently, for the year 2017, the ACI Stylus has been set up for major re-branding and communication strategy alteration, which have been discussed in detail within this report. In short, the focus of the re-branding and revisited communication strategies is to pitch Stylus as a brand from ACI Limited – an organization that is renowned and trusted in the country for its strict adherence to quality and ethical codes. The main report is based on primary data obtained from market research conducted by Stylus‟ team. Secondary data used in the report has been obtained mainly from ACI‟s website.