Halal, Hygienic and Always Fresh - Bengal Meat

Bengal meat is a high quality export oriented meat industry established in Bangladesh. The industry produces Halal and standard quality meat both for domestic and international consumers. They are dedicated in keeping a consistency of maintaining the quality of their meats. One of the main strengths of Bengal meat is their modern machinery used to process the meat which was provided from Food Equipment Australia (FEA) which meets the international export standard for Halal meat. Bengal meat has established their own fodder in 2001, named the Bengal Livestock and Fodder(BL&F) in order to gain full control over the production process. Bengal meat has put quite a stand in Bangladesh's meat market with their outstanding quality or production.

We have never seen Bengal meat taking any heavy campaigns to promote their product. However they were seen doing a few of the usual promotion strategies done by industries and also a few unusual ones.

In order to boast their greatest strength, which is their modern processing technique and quality, they have produced a video that shows the steps that are taken from raising livestock to the point where the meat is sold and it was premiered as advertisement in television for quite a whole. Since such type of modern structure in production of meat and livestock products is rare in Bangladesh that alone put a very good impression in people's mind about Bengal meat. Through that video consumers could see how well thought out and urban the processing structure is and the proof of the quality.

With the tagline "Halal, Hygienic and Always Fresh" Bengal meat has excelled quite allot in both the domestic and international market. They have butcher shops and they opened their very own fast food shop, which sells products made from the meat of their own production. There are currently three shops at different locations situated in Dhaka of Bengal meat which helps in maximizing the revenue and promoting Bengal Meat Industries at the same time.

Bengal meat offers a service called the "Eid-ul-azha fiesta" to Muslim immigrants living abroad, which provides the holy task of "Qurbani" on behalf of the Muslim parties during Eid. This offer has helped create a strong brand image for Bengal meat in international markets.


Side by side Bengal meat also provides unique cooking recipes on their website in order give the consumers new ways and reasons for enjoying their products which promotes the company in an interactive strategy.


Bengal meat has faced a decent amount of challenge while climbing up the Bangladesh market. They have struggled quite allot in the export market due to the lack of proper government support. Despite all that Bengal meat has made a strong position for themselves in Bangladesh and Globally.


In order to expand themselves as an meat producing industry, I would suggest Bengal meat to promote their level of quality and standard to the domestic customers as well as global. They should focus more on media marketing and develop a strong media mix since the name is slowly fading away from people's minds. I would suggest more TV advertisements and banners focusing on their level of quality and freshness of products.


Reference links:

http://www.bengalmeat.com/
http://www.bengalmeat.com/31_74_bangladesh
http://www.bengalmeat.com/2_1_about-us
http://bangladesh-business.net/PageDetails.php?Id=227