Promotional Strategies to Enhance the Brand Image of Golden Harvest
Rajeeb Samdani, a Bangladeshi industrialist, founded Golden Harvest Agro Industries Limited
in 2006. In 2013, it became a public limited business. It is one of Bangladesh's top frozen food
manufacturers and a pioneer in frozen food distribution, particularly in chain stores. In
September 2014, the company created the country's first cold chain network to enable for the
storage and transport of frozen food products across the country. More than 100,000 growers
and farming partners supply them with 95 percent of their raw ingredients (Golden Harvest,
2020). A growing number of people are making online purchases for anything from books to
clothing to food, particularly frozen meals. The popularity and success of e-commerce are
expected to grow in the next years, so there's no better time for Golden Harvest to get in on the
action. A frozen food business website gives you more control and flexibility when it comes to
inventory management and back-office procedures. Concentrating on the local food sector is
one of the best business marketing ideas for Golden Harvest when the Managers are just
starting started. Building a brand, developing strong name recall, and fostering consumer
loyalty will be much easier as a result.
Several studies demonstrate that major factors which affect the
include price, brand image, availability of variety, availability in shops/stores, food safety,
packaging (Islam et al., 2019). Frozen food is usually available throughout the year. This type
of food is very convenient for cooking. It takes a long time to process raw fish, meat and
vegetables to make them suitable for cooking. This time can be easily saved by using frozen
food. When processing raw fish, meat and vegetables, large portions of these are usually
discarded. It wastes a lot of food. There is nothing to discard in frozen foods. So it can be said
that there is almost no level of food wastage in frozen food. Many families now have only one
or two people. Many frozen foods are made especially for this type of households, thus saving
a lot of work hours. Another advantage of frozen food is that there is no variation in taste
between any one particular items (Islam et al., 2019).
Frozen food companies may ramp up their promotional efforts, primarily through television
ads and print adverts. Many potential customers are unaware that frozen food products are
available. By introducing the online platform, beginning operations with local zones, utilizing
existing renowned e-commerce platforms, food related blogging, creating social accounts on
several social media platforms, and linking to a popular event in the specific areas, Golden
Harvest's promotional activities can be enhanced.
Golden Harvest markets a wide range of meat, fish, vegetable, grain based products, which
significantly contributes to make it the market leader in the local frozen food market (Golden
Harvest, 2020). If Golden Harvest does not have the time, they can rely on well-known e-
commerce enterprises. Furthermore, they can get started by using one of the several current e-
commerce platforms accessible on other popular high-traffic websites. Daraz, Foodpanda, and
Hungrynaki, for example, are particularly strong possibilities for developing and generating
customer interest in frozen food goods. Establishing a relationship with a popular event in your
neighborhood is one of the best ways to generate buzz and raise awareness of your brand and
product line. This is an appropriate strategy for Golden Harvest to get a brand out there, such
as food festivals and expos, or if you are a restaurant owner.
Explain the promotional strategies and how promotional strategies for golden harvest can be improved?
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