Term Paper Hera PGDMM

Term Paper Report
on
Effective marketing strategy for recovering the
declining sales of Frutika
Submitted by:
MD. ARIFUR RAHMAN

Roll: 16MM010
Post Graduate Diploma in Marketing Management

(PGDMM)
(Academic Year-2016)
Date of Submission: 14-01-2017
BANGLADESH INSTITUTE OF MANAGEMENT (BIM)

(Ministry of Industries)
4, Sobhanbag, Mirpur Road, Dhaka
www.bim.org.bd
i
Term Paper Report
on
Effective marketing strategy for recovering the
declining sales of Frutika
This Term Paper is submitted to BIM as a partial fulfillment for the

Post Graduate Diploma in Marketing Management.
(PGDMM)
(Academic Year-2016)
Date of Submission: 14-01-2017
Supervised By: Submitted By:

DR. UTTAM KUMAR DATTA MD. ARIFUR RAHMAN
Senior Management Counsellor, Roll: 16MM010
Head of Marketing Management Division, PGDMM,
Bangladesh Institute of Management (BIM) Bangladesh Institute of
Management (BIM)
BANGLADESH INSTITUTE OF MANAGEMENT (BIM)

(Ministry of Industries)
4, Sobhanbag, Mirpur Road, Dhaka
www.bim.org.bd
ii
Acknowledgement
I express my deep sense of gratitude and sincere appreciation to my supervisor Dr. Uttam
Kumar Datta, Senior Management Counsellor of Bangladesh Institute of Management (BIM)
for his valuable suggestion, guidelines and co-operation. Without his help and guidance, it was
quite impossible to come up with this study.
I am indebted to the AFBL sales force, Business Development Team, Research & Development
dept. MIS dept. and Brand Team who have given me their valuable time to explore their opinion
& share various confidential data to continue and complete my study. Therefore, I am thanking
to my Institution for giving me this nice opportunity to work such a creative topic that I have
enjoyed a lot. I am also grateful to the Akij Food & Beverage Ltd. (AFBL) management who
extended their co-operation for collection data and information associate with the study.
In writing this term paper, I have drawn as many books, articles, news which is mentioned in
the bibliography & footnote, I acknowledge my indebtedness to all those authors for their
works which has been great use for me.
I would like to thank all of the counselors of Bangladesh Institute of Management (BIM) who
had been very co-operative and support me to do this term paper.
_______________________
MD. ARIFUR RAHMAN
Roll: 16MM010
PGDMM, 2016
Bangladesh Institute of Management (BIM)
iii
Letter of Transmittal
14th January, 2017
DR. UTTAM KUMAR DATTA
Senior Management Counsellor,

Head of Marketing Management Division,
4 Sobhanbag, Mirpur Road,
Dhaka-1207, Bangladesh.
Subject: Submission of Term paper
Dear Sir,
Its my pleasure to submit the Report on Effective marketing strategy for recovering the
declining sales of Frutika. I have prepared my report in mentioned time frame. The report
also consists of the overview of Mango Fruit Drinks category of Food & Beverage sector in
the Bangladesh. I tried to gather accurate information to make it specific and coherent. Through
the process of preparing the term paper, I have managed to get some practical experiences
which will definitely help to build expertise in my career.
I sincerely hope that you will enjoy this report as I enjoyed while writing it. If you need any
further clarification or quarry in interpreting this analysis, I will be glad to oblige you.
Sincerely yours,
MD. ARIFUR RAHMAN

Roll: 16MM010
PGDMM, 2016
iv
DECLARATION
I do solemnly declare that this term paper submitted; in partial fulfillment of the requirements
for the Post Graduate Diploma in Marketing Management (PGDMM) of the session 2016 of
the Bangladesh Institute of Management (BIM), Dhaka in the result of my own research work
and written in my own language. That no part of this term paper consists of materials copied
or plagiarized from published or unpublished work of other writers and that all materials
borrowed or reproduced from other published or unpublished source have either been out under
quotation or duly acknowledge with full reference in appropriate place(s). I understand that the
diploma, conferred on me, may be cancelled/withdrawn if subsequently it is discovered that
this term paper is not my original work, it consists of materials copied/plagiarized or borrowed
with proper acknowledge.
_______________________
MD. ARIFUR RAHMAN
Roll: 16MM010
PGDMM, 2016
v
Table of Contents
Sl. No. Contents Pages
01 Chapter 01: Introduction to Report 01-09
1.1 Background of the Organization 01
1.2 Importance of the study 01-04
1.3 Research Objectives 04
1.3.1 Broader objective of the study 04
1.3.2 Specific objectives 04-05
1.4 Scope of the study 05
1.4.1 Methodology of the study 06
1.4.2 Sampling 06
1.4.3 Data collection method. 07
1.4.4 Sampling procedure 07
1.4.5 Source of information 07
1.4.6 Data processing method 08
1.4.7 Measurement Instruments 08
1.4.8 Study area 08-09
1.5 Limitations 09
02 Chapter 02: Literature Review and Theoretical Framework 10-29
2.1 Literature Review 11-28
2.2 Theoretical Framework 29
vi
03 Chapter 03: About the Company 30-40
3.1 Company details of Akij Food & Beverage Ltd. (AFBL) 31
3.1.1 Company Profile 31-32
3.1.2 Product of AFBL 33
3.1.3 Price of AFBL products 34
3.1.4 Place of AFBL 35-36
3.1.5 Promotion of AFBL products 37-41
04 Chapter 04: Present situation of the product Frutika 42-49
4.1 Market Scenario 42-45
4.2 Sales Scenario 45-46
4.3 Miscellaneous Scenario 46-49
4.4 Competitor Analysis 49-62
4.5 Current consumer behavior Trend Analysis 63-65
05 Chapter 05: Findings from The Survey 66-92
5.0 Findings from The Survey 67-92
5.1 Some customers feedback 92
5.2 5.2 Some retailers feedback 92-93
06 Chapter 06: Conclusion & Recommendation 94-99
6.1 Conclusion 95-96
6.2 Recommendation 96-100
07 Chapter 07: Annex 101-108
7.1 Bibliography 102-105
7.2 Questionnaires 106-109
vii
List of Graphs
Sl. No. Graphs Pages

01 Graph-1: Age of the respondents 67
02 Graph-2: Gender of the respondents 67
03 Graph-3: Profession of the respondents. 67
04 Graph-4: Consumption rate 68
05 Graph-5: Most considerable brand elements 68
06 Graph-6: Most Purchasing Pack size 69
07 Graph-7: Purchase decision maker or influencer in the family. 70
08 Graph-8: Preferred Purchase point 71
09 Graph-9: Preferred Purchase point 72
10 Graph-10: Customers top of mind 73
11 Graph-11: Actual consumer of Frutika 73
12 Graph-11.1: Brand satisfaction factor analysis 76
13 Graph-12: Brand performance factors analysis 80
14 Graph-13: Possibility of repeat purchase 82
15 Graph-14: Possibility of advocacy 83
16 Graph-15: Most attractive packaging 84
17 Graph-16: Most available brands in retails 85
18 Graph-17: Top selling Brand 86
19 Graph-18: Most selling pack size 87
20 Graph-19: Top buyers age group 88
21 Graph-20: Preferred distribution channel 89
22 Graph-21: Mostly giving trade benefits 90
23 Graph-22: Customers demand of Frutika 91
viii
Part One: Introduction to Report
1
Title of the Study: Effective marketing strategy for recovering the declining sales of
Frutika
1.1 Background of the Organization
Frutika (a mango flavored fruit drink) is the product of reputed and largest group of
companies in the Bangladesh named AKIJ FOOD & BEVERAGE LTD. Akij Food &
Beverage Ltd. (AFBL) a unit of Akij Group, started its operation in the year 2006. AFBL
manufactures a wide range of Snacks and Beverage of both National & International
Market alike. AFBL is a Project worth $70 million & founded by the Parental Company
Akij Group. AFBL started its production at 400 bph in the carbonated soft drinks line
and 300 bph in the juice line. In a span of one and a half years they have increased their
capacity to 1800 bph. At present, their capacity one is at the ground breaking rate of 1900
bph. Therefore, in approximately three years time their capacity has increased three folds,
during this same period most of the brands became either number one or are almost on the
verge of becoming number one in their respective categories. Most of the machineries have
been imported from world famous brands as Crones, Tetra Pak, Alfa Laval, Sipa, Risky to
achieve best quality1.
Akij Food & Beverage Ltd has won the utmost satisfaction of the customers by producing
best quality products and substantially became a threat for both national & international
brands in the country within a very short period. To crown it all, Functional Distributors,
Strategic Sales Forces and established Suppliers are the major contributors in order to
provide quality products to their valued customers.2
1.2 Importance of the study

Sales of a FMCG business are similar to a seesaw, where both of the sides need to be
balanced to maintain equilibrium. In this case, the volume and the price are the sides that
1
Akij food & Beverage Ltd. company profile (2016). Retrieved from http://www.akijfood.com/company-profile/
last viewed on 19-11-16.
2
Message from Honorable Director (2016), Akij food & Beverage Ltd. Retrieved from
http://www.akijfood.com/message-from-md/ last viewed on 20-11-16.
2
need to be evened out to meet a desired sales target.3 The last of the product life cycle stages
is the Decline stage, which is often the beginning of the end for a product. The Decline
stage is very clearly demonstrated by the fall in both sales and profits. Despite the obvious
challenges of this decline, there may still be opportunities for manufacturers to continue
making a profit from their product.
Challenges of the Decline Stage:
Market in Decline: During this final phase of the product life cycle, the market for a
product will start to decline. Customers will typically stop buying this product in favor
of something newer and better, and there is generally not much a manufacturer will be
able to do to prevent this.
Falling Sales and Profits: Because of the declining market, sales will start to fall, and
the overall profit that is available to the manufacturers in the market will start to
decrease. One way for companies to slow this fall in sales and profits is to try to increase
their market share, which, while challenging enough during the Maturity stage of the
cycle, can be even harder when a market is in decline.
Product Withdrawal: Ultimately, for many manufacturers it could get to a point where
they are no longer making a profit from their product. As there may be no way to reverse
this decline, the only option many businesses will have been to withdraw their product
before it starts to lose them money.4
Frutika (a product of Akij Food & Beverage Ltd.) is the pioneer of mango juice category
by using their unique tagline No preservative and their creative TVC Frutika-Ektu
3
Omar Mushtaq (May 21, 2015). 6 proven techniques to increase sales for a FMCG business. Retrieved from
the Alpha Gamma-Business Portal for Millennials website:http://www.alphagamma.eu/entrepreneurship/6-
proven-techniques-increase-sales-fmcg-business/ last viewed on 21-11-16.
4 Product Life Cycle Stages-product life cycle stages explained. Retrieved
from:http://productlifecyclestages.com/product-life-cycle-stages/decline/last viewed on 21-11-16.
3
beshie pure has a long-lasting impact on customer mind. However, in recent year the sales
and profits are declining and market share also becoming small. Some strong competitors
i.e. Pran Frooto are capturing the prominent market share.
As a Participant of BIM in the course of PGDMM, I think that I have acquired much
theoretical knowledge in different phase of marketing. Therefore, it is an opportunity to
implement the theoretical knowledge in practical study that how to make effective
strategies to recover declining sales of a product. The main importance of this study is to
acquire knowledge that can be applied in the practical field of marketing. As we know, in
the marketing everything starts from research. Therefore, by using the tools, techniques of
research and knowledge of marketing management, we would like to find out the reason
behind declining sales and develop an effective recovering strategy.
1.3 Research Objectives
1.3.1 Broader objective of the study:
To find out reasons behind declined sales of Frutika to develop an effective marketing
strategy.
1.3.2 Specific objectives: The specific objective of the study will be:
Customers end:
To find out that which brands hold Customers top of mind.

To identify that reasons behind consuming current brand.
To measure average consumption pattern.
To understand Customers preferred purchase point and frequency of purchase.
To find out Customers overall satisfaction regarding the Frutika.
4
Find out any dissatisfaction factors among the customers in terms of price, quality,
packaging, availability etc.
To find out Customers expectation regarding product development e.g. additional
flavor, price, quantity, packaging etc.
To determine the most effective way of communication to create maximum number of
potential Customers awareness.
To design an effective declined sales recovering strategy which would be able to
position itself in customer mind set as the best offerings in the category of mango juice
brand.
Retailers end:
To identify current scenario of Mango Juice market in the Bangladesh in terms of
market share & most selling brand and reason behind.
To trace the competitors movement in terms of their market presence, offerings etc.
To determine most effective Trade Programs (TP) and Customer Programs (CP) and
way along with product development.
1.4.0 Scope of the study
Bangladesh is a mid-income country and rapid urbanization is triggering a change in food

consumption patterns. However, children are the main customer of mango juice but in
recent age, it is also becoming popular from kids to young people. The important factors
that affect in brand preference are good taste, availability, increased convenience and more
pocket-friendly in nature. Therefore, this study will be designed in such a way that will
show us a vivid image of existing brand position and it will also help us by giving a proper
guideline for making an effective sales recovering strategy.
5
1.4.1 Methodology of the Study
This section presents an overview of the methods to be used in the study. Areas covered
include the research design, population, sample and sampling techniques, data collection
and analysis.
This term paper aims are to study and build an effective marketing strategy for recovering
the declining sales of Frutika. The study has been frame out & conducted considering all
demographic and geographic representation all over the Bangladesh along with majority in
urban areas along with some rural areas of Bangladesh where mango juice consumption is
comparatively higher,
The Data has collected through two different structured questionnaires (Customer &
Retailer end), organization visit, secondary data collection, observation and personal
interview.
1.4.2 Sampling
The sample size has been frame out considering all demographic and geographic
representation all over the Bangladesh. I have done an intensive survey over 190
respondents (110 customers and 80 retailers) proportionately in the Dhaka &its periphery
along with seven divisional cities. The survey has been conducted under the direct
supervision of myself and coordinated by the AFBL business development team. In Dhaka
city, AFBL business development team and respective territory sales manager (TSM) have
conducted the survey. Rest 06 divisional cities survey have done by respective SO & DSRs
under the direct supervision of AFBL field force. Area Sales Manager (ASM) of each
selected survey area were responsible for dedicating their sales teams for the task. In
addition, at the end of the survey they compiled the survey sheets and sent it to me by E-
mail. Before that, I had developed two different questionnaires both Bangla & English (For
Customers & Retailers) and did a test survey.
6
1.4.3 Data collection method
Research approaches: Survey research.

Research instrument: Questionnaires.
Scaling techniques: Questionnaire will set by both close-end & open-ended
questions using dichotomous, multiple-choice and likert scale.
Survey categories: Customer survey and Retail survey.
Contact method: Personal interviewing (face to face) and mail questionnaires.
1.4.4 Sampling procedure
For limited time frame and to ensure authentic data collection with minimum supervision,
I have used convenient non-random sampling technique.
1.4.5 Source of Information
Both primary and secondary data has been used to reach a convincing result;
a. Primary Data:
Primary data has collected through Structured Questionnaires, Personal Interview and
group Discussion.
b. Secondary Data:
Secondary data has collected from the MIS dept., Research & Development dept.
and Brand dept. of the organization by physical observation and record review.
Official website of the company.
Other sources e.g. competitors data, agency report, competitors website,
Internship reports, various books, newspapers, articles etc.
7
1.4.6 Data Processing Method:
After collecting data, it has coded, decoded and verified randomly over phone. Moreover,
data has processed by making consistency checking with the help of computer and relevant
knowledge on the subject as well as the knowledge and application of statistical tools.
1.4.7 Measurement Instruments

The measurement instrument in the questionnaire was a 5-point likert scale,
dichotomous and some close & open-ended question for a vivid image of the brand.
The data has extracted and put in MS Excel 2013 and SPSS 20. All the further analysis
has been carrying out using SPSS.
1.4.8 Study Area
Figure-1: Divisional Map of Bangladesh
8
Following are the details:
Survey Total
Date Category Surveyor Supervisors
Location respondents
Dhaka & its
AFBL
periphery 02/12/16 Customers
Customers: 40 Business
along with to & retailers Myself
Retailers:40 development
Narayangonj 13/12/16 survey
team
and Gazipur.
07 divisional
cities e.g.
Chittagong, ASM &
Sylhet, 15/12/16 Customers AFBL
Customers:70 Local TSM,
Khulna, to & retailers Business
Retailers:40 SO & DSRs
Barishal, 20/12/16 survey development
Mymenshing, team
Rangpur,
Rajshahi
1.5 Limitations
During the survey, we faced some problem and sometimes it was challenging to finish the
survey successfully. Herewith some limitations that we faced during survey,
1. In some cases, female respondents were denied to share their personal info e.g. age,
mobile no, address.
2. Questionnaires was too extensive and sometimes it was difficult for us to hold
respondents full attention to complete the questionnaires. Some cases we provided
them a small souvenir to complete the questionnaire.
3. In some cases, it was challenging for me &our surveyor to collect sales and lifting data
from retailers as they seem that this is a confidential data.
4. Some posh categories outlets denied to share their confidential data with us.
5. For limited time frame &minimum supervision sometimes, I have to rely on data given
by field force.
9
Part Two: Literature Review and
Theoretical Framework
10
2.1 Literature Review:
FMCG:
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that
are sold quickly and at relatively low cost. Examples include non-durable goods such as soft
drinks, toiletries, over-the-counter drugs, processed foods and many other consumables.[5][6]
FMCG have a short shelf life, either as a result of high consumer demand or because the
product deteriorates rapidly. Some FMCGs, such as meat, fruits and vegetables, dairy products,
and baked goods, are highly perishable. Other goods, such as alcohol, toiletries, pre-packaged
foods, soft drinks, chocolate, candies, and cleaning products, have high turnover rates. The
sales are sometimes influenced by some holidays and season.
Though the profit margin made on FMCG products is relatively small (more so for retailers
than the producers/suppliers), they are generally sold in large quantities; thus, the cumulative
profit on such products can be substantial. FMCG is a classic case of low margin and high
volume business.7
Characteristics of FMCGs
The following are the main characteristics of FMCGs:8
From the consumers' perspective

Frequent purchase
5
RamanujMajumdar (2004). Product Management in India. PHI Learning. pp. 2627. ISBN 978-81-203-1252-
4. Retrieved 2010-06-19. Last viewed on 02/12/16.
6
Sean Brierley (2002). The advertising handbook By Sean Brierley (2, illustrated ed.). Routledge.
p. 14. ISBN 978-0-415-24391-9. Last viewed on 02/12/16.
7
Fast-moving consumer goods (last modified on 26 October 2016). Retrieved from
https://en.wikipedia.org/wiki/Fast-moving_consumer_goods. Last viewed on 02/12/16.
8 Supra note 5.
11
Low involvement
Low price
Short shelf life
Must use for daily consumption
From the marketers' angle
High volumes
Low contribution margins
Extensive distribution networks
High stock turnover
Marketing:
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.9
The science and art of exploring, creating, and delivering value to satisfy the needs of a target
market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and
quantifies the size of the identified market and the profit potential. It pinpoints which segments
the company is capable of serving best and it designs and promotes the appropriate products
and services.10
Marketing is the study and management of exchange relationships.11
Marketing is the social process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others. 12
9
American Marketing Association (Approved July 2013) Retrieved from
https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx last viewed on 03/12/16.
10
Dr. Philip Kotler. Kotler Marketing Group (n.d.). Retrieved from
http://www.kotlermarketing.com/phil_questions.shtml last viewed on 04/12/16.
11
Hunt, Shelby D. "The nature and scope of marketing." Journal of Marketing 40.3 (1976): 17-28. Last viewed
on 04/12/16.
12
Supra note 10.
12
Marketing is the process by which a firm profitably translates customer needs into
revenue. (Mark Burgess Managing Partner, Blue Focus Marketing).13
Marketing is the act of developing an engaging relationship with every single human being
that shows an interest in you. (Paul Flanigan Consultant, Experiate.net)14
Marketing is the process of building relationships with prospects and customers so that you
can profitably develop and promote products and services. (Chris Garrett Chrisg.com)15
Marketing is anything you create or share that tells your story. (Ann Handley Chief
Content Officer, Marketing Profs, Author with C.C. Chapman of Content Rules)16
Marketing is the umbrella term covering research, branding, PR, advertising, direct
response, promotions, loyalty, demand generation, etc. (Anne Holland
Publisher, WhichTestWon.com)17
Marketing is all activities designed to attract and connect customers with the products and
services they need. Includes inbound and outbound marketing tactics across all channels
one-to-one and one-to-many. Ideally, marketing fosters a long-term relationship, includes
the entire customer brand experience i.e. support and customer service. Marketing starts
with the design of the product itself and extends through post purchase. (Patrick Prothe
Marketing Communications Manager, Viewpoint Construction Software)18
Marketing is the social process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others. (Philip Kotler)19
Heidi Cohen.Marketing Definitions. Actionable Marketing 101, Marketing Resources(March 29, 2011)-9.
13
Retrieved from http://heidicohen.com/marketing-definition/Last viewed on 04/12/16.

14 Ibid
15 Ibid
16 Ibid
17
Ibid
18
Ibid
19
Mike Thimmesch. Filed under: MARKETING AND PROMOTIONS (August 8, 2010). Retrieved from
http://www.skylinetradeshowtips.com/what-is-marketing-how-10-experts-define-it/ last viewed on 05/12/16.
13
Product
In marketing, a product is anything that can be offered to a market that might satisfy a want
or need.20
A good, idea, method, information, object or service created as a result of a process and
serves a need or satisfies a want. It has a combination of tangible and intangible attributes
(benefits, features, functions, uses) that a seller offers a buyer for purchase. 21
Marketing: A good or service that most closely meets the requirements of a particular market
and yields enough profit to justify its continued existence.22
According to Phillip Kotler a well-regarded marketing academic

A product is anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a need or want, thus, a product may be
- A Physical good
- Service
- Retail store
- Person
- Organization
- Places
- Idea
Kotler defines five levels to a product23:

Core benefit:
20
Kotler, P., Armstrong, G., Brown, L., and Adam, S. (2006) Marketing, 7th Ed. Pearson Education
Australia/Prentice Hall. Last viewed on 05/12/16.
21
Product definition. Business Dictionary(n.d.) (1). Retrieved from
http://www.businessdictionary.com/definition/product.htmllast viewed on 05/12/16.
22
Ibid
23
Vincent van Vliet. Five product levels by Philip Kotler (October 15, 2013). Retrieved from
http://www.toolshero.com/marketing/five-product-levels-kotler/. Last viewed on 06/12/16.
14
The core benefit level is the fundamental need or want that consumers satisfy by
consuming the product or service.
Generic product:
The generic product level is a basic version at the product containing only those
attributes or characteristics absolutely necessary for its functioning but with no
distinguishing features. This is basically a stripped down no frills version of the product
that adequately performs the product function.
Expected product:
The expected product level is a set of attributes or characteristics that buyers normally
expect and agree to when they purchase a product.
Augmented product:
The augmented product level includes additional product attributes, benefits or related
services that distinguish the product from competitors.
Potential product:
The potential level includes all of the augmentations and transformations that a product
might ultimately undergo in the future.
Brand
The brand as a name, term, sign, symbol, or design or a combination of them intended to
identify the goods and services of one seller or group of sellers and to differentiate them from
those of competitors24
24
American Marketing Association (1960) Marketing definitions: a glossary or marketing terms, Chicago,
American Marketing Association. Retrieved from http://eprints.kingston.ac.uk/9473/1/Dall'Olmo_Riley-F-
9473.pdf. Last viewed on 6/12/16.
15
It should be recognized that many practicing managers, however, refer to a brand as more than
that defining a brand in terms at having actually created a certain amount of awareness,
reputation, prominence and so on in the market place, in some sense a distinction can thus be
made between the
Small b brand (definition of AMA)
Big - B brand (industry practice)
The key to creating a brand, according to the AMA definition is, to be able to choose:
A Name, Logo, Symbol, Package design or others attribute
These different components of a brand that identify and differentiate it can be called brand
elements.
There are brand names based on:

- People
- Places
- Animals or Birds or other things or objects
- Words with inherent product meaning
- Important attributes or Benefits
- Scientific, Natural or Prestigious
- Similarly, other brand dements, such as brand logos and symbols may be based on
people, places and things, abstract images and so on in different ways.
In creating a brand, marketers have many choices over the number and nature of the brand
elements they choose to identify their products.25
Marketing Programs:
A marketing program is a coordinated, thoughtfully designed set of activities that helpsto

achieve an organizations marketing objectives.
Marketing Mix, a term coined by Neil Borden, are the ingredients that combine to capture and
promote a brand or products unique selling points, those that differentiate it from its
competitors. The ideas behind Bordens model were refined over the years until E. Jerome
McCarthy reduced them to 4 elements called The Four Ps. This proposed classification has
25
Dr. Uttam Kumar Datta(Senior Management Counsellor ,Head of Marketing Management Division, BIM) .
Brand Management-Class hand note)-2016-01. Last viewed on 06/12/16.
16
been used by marketing companies, branding agencies and web design companies throughout
the world.26
The 'marketing mix' (also known as the four Ps) is a foundation concept in marketing. The
marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its
marketing objectives in the target market".27Thus the marketing mix refers to four broad levels
of marketing decision, namely: product, price, promotion, and place.28Marketing the way most
textbooks treat it today was introduced around 1960.29
McCarthys Four Ps
The original marketing mix, or 4 Ps, as originally proposed by marketer and academic E.
Jerome McCarthy, provides a framework for marketing decision-making.30 McCarthy's
marketing mix has since become one of the most enduring and widely accepted frameworks in
marketing.31
Category Definition/ Explanation Typical Marketing Decisions
Product design - features, quality

A product refers to an item that Product assortment - product
Product satisfies the consumer's needs or range, product mix, product lines
wants. Branding
Packaging and labeling
The Four Ps of Marketing (n.d.). Retrieved from http://www.purelybranded.com/insights/the-four-ps-of-

26
marketing/last viewed on 07/12/16.

27
Jump up^ Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of
Pheonix, Prentice Hall, 2000, p. 9. Last viewed on 07/12/16
28
Jump up^ McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin.
Last viewed on 07/12/16
29
Jump up^ Grnroos, Christian. "From marketing mix to relationship marketing: towards a paradigm shift in
marketing." Management decision 32.2 (1994): 4-20. Last viewed on 07/12/16
30
^Jump up to: a b c d Needham, Dave (1996). Business for Higher Awards. Oxford, England: Heinemann. Last
viewed on 07/12/16
31
Jump up^ Bitner, M.J., "The Evolution of the Services Marketing Mix and its Relationship to Service Quality,"
in Service Quality: Multidisciplinary and Multinational Perspectives, Brown, S.W., Gummeson, E., Edvardson,
B. and Gustavsson, B. (eds), Lexington, Canada, 1991, pp 23-37. Last viewed on 07/12/16
17
Products may be tangible Services (complementary
(goods) or intangible (services, service, after-sales service,
ideas or experiences). service level)
Guarantees and warranties
Returns
Managing products through
the life-cycle
Price refers to the amount a

customer pays for a product.
Price may also refer to the Price strategy
sacrifice consumers are prepared Price tactics
to make to acquire a product. Price-setting

Allowances - e.g. rebates for
Price (e.g. time or effort)
distributors
Price is the only variable that has
Discounts - for customers
implications for revenue.
Payment terms - credit, payment
Price also includes methods
considerations of customer
perceived value.
Promotional mix - appropriate

balance of advertising, PR, direct
Promotion refers to marketing marketing and sales promotion
communications Message strategy - what is to be
Promotion May comprise elements such communicated
as: advertising, PR, direct Channel/ media strategy - how to
marketing and sales promotion. reach the target audience
Message Frequency - how often
to communice
18
Strategies such as intensive
distribution, selective
distribution, exclusive
distribution
Franchising
Refers to providing customer
Market coverage
access
Distribution (Place) Channel member selection and
Considers providing
channel member relationships
convenience for consumer.
Assortment
Location decisions
Inventory
Transport, warehousing and
logistics
Table 1: Brief Outline of 4 Ps.32

The 4Ps have been the cornerstone of the managerial approach to marketing since the 1960s
Product refers to what the business offers for sale and may include products or services.
Product decisions include the "quality, features, benefits, style, design, branding, packaging,
services, warranties, guarantees, life cycles, investments and returns".33
Price refers to decisions surrounding "list pricing, discount pricing, special offer pricing, credit
payment or credit terms". Price refers to the is the total cost to customer to acquire the product,
and may involve both monetary and psychological costs such as the time and effort expended
in acquisition.34
Place is defined as the "direct or indirect channels to market, geographical distribution,

territorial coverage, retail outlet, market location, catalogues, inventory, logistics and order
fulfilment". Place refers either to the physical location where a business carries out business or
32
Supra note (30).
33
Jump up to: a b c d Blythe, Jim (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd.
Retrieved from https://en.wikipedia.org/wiki/Marketing_mix#cite_note-:9-21. Last viewed on 07/12/16.
34
Ibid
19
the distribution channels used to reach markets. Place may refer to a retail outlet, but
increasingly refers to virtual stores such as "a mail order catalogue, a telephone call center or
a website.35
Promotion refers to "the marketing communication used to make the offer known to potential
customers and persuade them to investigate it further. Promotion elements include "advertising,
public relations, direct selling and sales promotions.36
Product Life Cycle
The product life cycle is an important concept in marketing. It describes the stages a product
goes through from when it was first thought of until it finally is removed from the market. Not
all products reach this final stage. Some continue to grow and others rise and fall.
Figure-2: Product life-cycle-overview
The main stages of the product life cycle are:
35
Ibid
36
Ibid
20
Introduction researching, developing and then launching the product
Growth when sales are increasing at their fastest rate
Maturity sales are near their highest, but the rate of growth is slowing down, e.g. new
competitors in market or saturation
Decline final stage of the cycle, when sales begin to fall.37
Product life-cycle management (PLM) is the succession of strategies by business

management as a product goes through its life-cycle. The conditions in which a product is sold
(advertising, saturation) changes over time and must be managed as it moves through its
succession of stages.38
The concept of product life cycle (PLC) concerns the life of a product in the market with respect
to business/commercial costs and sales measures. The product life cycle proceeds through
multiple phases, involves many professional disciplines, and requires many skills, tools and
processes. PLC management makes the following three assumptions:
Products have a limited life and thus every product has a life cycle.
Product sales pass through distinct stages, each posing different challenges, opportunities,
and problems to the seller.
Products require different marketing, financing, manufacturing, purchasing, and human
resource strategies in each life cycle stage.39
37
Jim Riley. Product Life Cycle (Introduction)(n.d.). Retrieved from
http://www.tutor2u.net/business/reference/product-life-cycle. Last viewed on 08/12/16.
38
Box, Jonathan Mbosia. (September 2012) Extending product lifetime Prospects and opportunities, Tanzanian
Journal of Marketing. Retrieved from https://en.wikipedia.org/wiki/Product_life-
cycle_management_(marketing). Last viewed on 08/12/16.
39
Day, G. (1981) The product life cycle: Analysis and applications issues, Journal of Marketing, vol 45, Autumn
1981, pp 6067. Retrieved from https://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing).
Last viewed on 08/12/16
21
Characteristics of PLC stages40
The four main stages of a product's life cycle and the accompanying characteristics are:
Stage Characteristics
1. Costs are very high

2. Slow sales volumes to start
1. Market 3. Little or no competition
introduction stage 4. Demand has to be created
5. Customers have to be prompted to try the product
6. Makes little money at this stage
1. Costs reduced due to economies of scale

2. Sales volume increases significantly
3. Profitability begins to rise
2. Growth stage 4. Public awareness increases
5. Competition begins to increase with a few new players in
establishing market
6. Increased competition leads to price decreases
1. Costs are decreased as a result of production volumes

increasing and experience curve effects
2. Sales volume peaks and market saturation is reached
3. Maturity stage
3. Increase in competitors entering the market
4. Prices tend to drop due to the proliferation of competing
products
40
Levitt, T. (1965) Exploit the product life cycle, Harvard Business Review, vol 43, NovemberDecember 1965,
pp 8194. Retrieved from https://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing). Last
viewed on 08/12/16
22
5. Brand differentiation and feature diversification is
emphasized to maintain or increase market share
6. Industrial profits go down
1. Costs become counter-optimal

2. Sales volume decline
3. Prices, profitability diminish
4. Saturation and 4. Profit becomes more a challenge of
decline stage production/distribution efficiency than increased sales
Note: Product termination is usually not the end of the business

cycle, only the end of a single entrant within the larger scope of an
ongoing business program.
Teble-2: Characteristics of PLC stages
Identifying PLC stage41
Identifying the stage of a product is an art more than a science, but it's possible to find patterns
in some of the general product features at each stage. Identifying product stages when the
product is in transition is very difficult.
Stages
Identifying
features Introduction Growth Maturity Decline
41
Dhalla, N.K., Yuspeh, S. (1976) Forget the product life cycle concept, 'Harvard Business Review', JanFeb
1976. Retrieved from https://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing). Last viewed
on 08/12/16
23
Sales Low High High Low
Investment High (lower than intro

Very high Low Low
cost stage)
Low or no Very
Competition High Very high
competition High
Profit Low High High Low
Table: 3- Identifying PLC stage
Figure-3: Product life cycle at different stages
A product's life cycle (PLC) can be divided into several stages characterized by the revenue
generated by the product. If a curve is drawn showing product revenue over time, it may take
one of many different shapes.
Introduction Stage
When the product is introduced, sales will be low until customers become aware of the product
and its benefits. Some firms may announce their product before it is introduced, but such
announcements also alert competitors and remove the element of surprise. Advertising costs
24
typically are high during this stage in order to rapidly increase customer awareness of the
product and to target the early adopters. During the introductory stage the firm is likely to incur
additional costs associated with the initial distribution of the product. These higher costs
coupled with a low sales volume usually make the introduction stage a period of negative
profits.
During the introduction stage, the primary goal is to establish a market and build primary
demand for the product class. The following are some of the marketing mix implications of the
introduction stage:
Product - one or few products, relatively undifferentiated

Price - Generally high, assuming a skim pricing strategy for a high profit margin as the
early adopters buy the product and the firm seeks to recoup development costs quickly.
In some cases, a penetration pricing strategy is used and introductory prices are set low
to gain market share rapidly.
Distribution - Distribution is selective and scattered as the firm commences
implementation of the distribution plan.
Promotion - Promotion is aimed at building brand awareness. Samples or trial
incentives may be directed toward early adopters. The introductory promotion also is
intended to convince potential resellers to carry the product.
Growth Stage
The growth stage is a period of rapid revenue growth. Sales increase as more customers become
aware of the product and its benefits and additional market segments are targeted. Once the
product has been proven a success and customers begin asking for it, sales will increase further
as more retailers become interested in carrying it. The marketing team may expand the
distribution at this point. When competitors enter the market, often during the later part of the
growth stage, there may be price competition and/or increased promotional costs in order to
convince consumers that the firm's product is better than that of the competition.
25
During the growth stage, the goal is to gain consumer preference and increase sales. The
marketing mix may be modified as follows:
Product - New product features and packaging options; improvement of product

quality.
Price - Maintained at a high level if demand is high, or reduced to capture additional
customers.
Distribution - Distribution becomes more intensive. Trade discounts are minimal if
resellers show a strong interest in the product.
Promotion - Increased advertising to build brand preference.
Maturity Stage
The maturity stage is the most profitable. While sales continue to increase into this stage, they
do so at a slower pace. Because brand awareness is strong, advertising expenditures will be
reduced. Competition may result in decreased market share and/or prices. The competing
products may be very similar at this point, increasing the difficulty of differentiating the
product. The firm places effort into encouraging competitors' customers to switch, increasing
usage per customer, and converting non-users into customers. Sales promotions may be offered
to encourage retailers to give the product more shelf space over competing products.
During the maturity stage, the primary goal is to maintain market share and extend the product
life cycle. Marketing mix decisions may include:
Product - Modifications are made and features are added in order to differentiate the
product from competing products that may have been introduced.
Price - Possible price reductions in response to competition while avoiding a price war.
Distribution - New distribution channels and incentives to resellers in order to avoid
losing shelf space.
Promotion - Emphasis on differentiation and building of brand loyalty. Incentives to
get competitors' customers to switch.
26
Decline Stage
Eventually sales begin to decline as the market becomes saturated, the product becomes
technologically obsolete, or customer tastes change. If the product has developed brand loyalty,
the profitability may be maintained longer. Unit costs may increase with the declining
production volumes and eventually no more profit can be made.
During the decline phase, the firm generally has three options:
Maintain the product in hopes that competitors will exit. Reduce costs and find new
uses for the product.
Harvest it, reducing marketing support and coasting along until no more profit can be
made.
Discontinue the product when no more profit can be made or there is a successor
product.
The marketing mix may be modified as follows:
Product - The number of products in the product line may be reduced. Rejuvenate
surviving products to make them look new again.
Price - Prices may be lowered to liquidate inventory of discontinued products. Prices
may be maintained for continued products serving a niche market.
Distribution - Distribution becomes more selective. Channels that no longer are
profitable are phased out.
Promotion - Expenditures are lower and aimed at reinforcing the brand image for
continued products.
Limitations of the Product Life Cycle Concept
The term "life cycle" implies a well-defined life cycle as observed in living organisms, but
products do not have such a predictable life and the specific life cycle curves followed by
27
different products vary substantially. Consequently, the life cycle concept is not well-suited for
the forecasting of product sales. Furthermore, critics have argued that the product life cycle
may become self-fulfilling. For example, if sales peak and then decline, managers may
conclude that the product is in the decline phase and therefore cut the advertising budget, thus
precipitating a further decline.
Nonetheless, the product life cycle concept helps marketing managers to plan alternate
marketing strategies to address the challenges that their products are likely to face. It also is
useful for monitoring sales results over time and comparing them to those of products having
a similar life cycle.42
It is important for marketing managers to understand the limitations of the PLC model. It is
difficult for marketing management to gauge accurately where a product is on its life cycle. A
rise in sales per se is not necessarily evidence of growth, a fall in sales per se does not typify
decline and some products, e.g. Coca-Cola and Pepsi, may not experience a decline.
Differing products possess different PLC "shapes". A fad product develops as a steep sloped
growth stage, a short maturity stage, and a steep sloped decline stage. Products such as Coca-
Cola and Pepsi experience growth, but also a constant level of sales over a number of decades.
A given product (or products collectively within an industry) may hold a unique PLC shape
such that use of typical PLC models are only useful as a rough guide for marketing
management.
For specific products, the duration of each PLC stage is unpredictable and it's difficult to detect
when maturity or decline has begun.
Because of these limitations, strict adherence to PLC can lead a company to misleading
objectives and strategy prescriptions.43
42
The Product Life Cycle (n.d.) Retrieved from http://www.netmba.com/marketing/product/lifecycle/. Last
viewed on 08/12/16.
43
Chan, K.C. and Mills, T.M. (2015) Modeling competition over product life cycles, Asia-Pacific Journal of
Operational Research, vol 32, no. 3, DOI: 10.1142/S0217595915500219. Retrieved from
https://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing). Last viewed on 08/12/16.
28
2.2 Theoretical Framework
The research design provides a framework to the researcher to navigate the journey in the field
and finally execute the study. The nature of the problem to be studied and research questions
to be answered which are the guiding pillars to decide what approach and strategy would be
employed to pursue a research. According to Creswell (2003) research design fall into three
categories:
a. Quantitative
b. Qualitative and
c. Mixed method.
My research plan is to analyze my research questions based on my survey data analysis using
the mixed method and also from some competitive data & current consumer trends analysis. In
the report body, I also discuss in details the relevant factors of analysis. The researcher has
adopted the survey type of research in which a sample from the target population will be used
for the study. In total, a sample of 190 elements has to be selected from a targeted population.
Details are in the sampling part that I have already discussed in the introduction part. After
analyze all the data I will give recommendation based on survey data, competitive data analysis
and literature review that how to make an effective marketing program to recover the declining
sales of Frutika.
My plan is to analyze my survey data putting it in a graphical presentation of the same data
value in pie charts, bar chart, Correlation & regression analysis using Microsoft Excel 2013 &
SPSS.
29
Part Three: About the company
30
3. About The Company
To find out the reasons behind declining sales of Frutika and to make an effective marketing
strategy, first we have to go through the overall structure of the companies. My secondary data
shows that Pran RFL group is the market leader in the mango fruit drinks category among the
competitors. Therefore, I would like to give an overview of both Akij Food & Beverage Ltd.
(AFBL) to get a clear idea about company profile, its product, price, place & promotion.
Consequently, it will help me to distinguish between both companies 4ps and for making a
concrete marketing program.
However, following the details:
3.1Company details of Akij Food & Beverage Ltd. (AFBL)
Akij Food and Beverage Ltd.
Brings Quality in Life.
3.1.1 Company Profile:
Akij Groups founder was Late Sheikh Akij Uddin. It started its journey with Jute business,
.then they earned highest amount of foreign money In the second phase, the Group went into
manufacturing handmade cigarettes popularly known as bidis. This sector gave a real boost to
the revenue earning of the Group as well as making a substantial contribution to government
exchequer. With the passage of time, the Group undertook new ventures and presently there
31
are 15 units of industries catering jobs for more than 32,000 people in various categories.There
head office is in Motijhil, Dhaka. They have more plans for setting up more p rojects. Along
with that they have socio-cultural activities. By this way they are contributing to our country
.economically and socially
:Akij Group At A Glance
1. Akij Bidi Factory Ltd. 13 .Akij Tanery Ltd.

2. Akij Computer Ltd. 14 .Akij Corporation Ltd.
3. Akij Food & Beverage Ltd. 15 .Akij Institute of Technology.
4. Akij Jute Mills Ltd. 16 .Akij Match Factory Ltd.
5. Akij Online Ltd. 17 .Akij Particle Board Mills Ltd.
6. Akij Pharmaceuticals Ltd. 18 .Akij Printing & packaging Ltd.
7. Akij Real Estate Ltd. 19 .Akij Textile Mills Ltd.
8. Akij Zarda Factory Ltd. 20 .Ad-din Hospital (Philanthropic).
9. Dhaka Tobacco Industries (Cigarettes). 21 .Dhaka Tobacco Industries (Leaf).
10. Navaron Printing and Packaging Ltd. 22 .S.A.F Industries Ltd
11. Akij Gas Company Ltd. 23. Perfect Tobacco Co. Ltd.
12. Akij Cement Company Ltd.
Now, I am giving an overview of its marketing activities through 4Ps
32
3.1.2 Product of AFBL
Akij Food & Beverage Ltd. has started their journey officially on July 2006 with three products
but within this ten years company able to add lot of products on its rosters and some are in the
product pipeline. Now, it has been offering 20 different brands and 55 SKUs in the product
categories. However, we will discuss here only Frutika and its sub brand Affi mango fruit
drinks. Following are the details:
S. I Brand SKU Package Carton/Pack

size
1 Frutika Mango 250 ml PET 24
4 Frutika Green Mango 250 ml PET 24
5 Little Frutika (Mango) 125 ml Brick 48
6 Frutika Prizma (Mango) 250 ml Prizma 24
7 Affi Mango 250 ml PET 24
Source: AFBL Website
33
3.1.3 Price of AFBL products
Dealer Retailer
Retailer
S. Carton/Pack Price Dealer Price MRP
Brand SKU Package Benefit
I size (TK/Per Benefit (TK/Per (TK)
(%)
PCS) (%) PCS)
Frutika 250
1 PET 24 17.46 6% 18.5 16% 22
Mango ml
Frutika 500
2 PET 24 32.41 5% 34.16 15% 40
Mango ml
Frutika 1000
3 PET 12 57.08 4% 59.41 15% 70
Mango ml
Frutika
250
4 Green PET 24 15.25 6% 16.25 19% 20
ml
Mango
Little
125
5 Frutika Brick 48 9.38 6% 10 17% 12
ml
(Mango)
Frutika
250
6 Prizma Prizma 24 15.25 6% 16.25 19% 20
ml
(Mango)
Affi 250
7 PET 24 17.29 6% 18.33 17% 22
Mango ml
Affi 500
8 PET 24 32.42 5% 34.17 15% 40
Mango ml
Affi 1000
9 PET 12 57.08 6% 60.83 13% 70
Mango ml
34
3.1.4 Place of AFBL
As per recent data, it has been operating two product line A & B with 55 SKUs of 20 different
brands in the domestic and international market. There are 813 distributors in the Bangladesh
& 27 distributors in the international market.
Following are the distribution process in the domestic market and international market:
Domestic Market:
Wholesaler
Factory Depot. Distributor Consumer
& Retailer
There are 5 depots. located Dhaka, Chittagong, Moulavibazar, Jessore & Bogra to cover the
whole domestic market.
International Market:
Wholesaler &
Factory Agent/Distributor Consumer
Retailer
. There are 27 distributors in the international market.
35
Sales Force Organogram:
GM-Sales
NSM-A NSM-B
Line Line
RSM-A Line RSM-B Line
ASM-A Line ASM-B Line
TSM-A Line TSM-B Line
SO-A Line SO-A Line
DSR-A Line DSR-B Line
Key term used:
GM = General Manager
NSM = National Sales Manager
RSM = Regional Sales Manager
ASM = Area Sales Manager
TSM = Territory Sales Manager
36
SO = Sales Officer
DSR = Distributor Sales Representative
3.1.5 Promotion of AFBL products
In compare with among competitor AFBL has limited promotion through TVC, RDC, Print &
Electronic Media for adopting its cost cutting policy. After Successful TV ad. Series of
promoting Frutika with USP No preservative it has been observed that there was huge market
demand of Frutika. But now a day, for its promotional cost cutting policy the market demand
also declining. However, following are some sales promotional activities of Frutika.
1. Trade promotion:
S. Carton/Pack MRP Trade Free

Brand SKU Package
I size (TK) (PCS/Case)
Frutika
1 250 ml PET 24 22 24:4
Mango
Frutika
2 500 ml PET 24 40 24:3
Mango
Frutika
3 1000 ml PET 12 70 12:2
Mango
Frutika
4 Green 250 ml PET 24 20 24:3
Mango
Little Frutika
5 125 ml Brick 48 12 48:6
(Mango)
Frutika
6 Prizma 250 ml Prizma 24 20 24:4
(Mango)
7 Affi Mango 250 ml PET 24 22 24:4
37
2. Some image of Print & Electronic media:
Figure: Print Ad-1
38
Figure: Best clicked TVC
Some other advertisement:
39
Figure: Sponsorship
40
3. Shelf Display Program
Figure: Shelf display of Frutika
41
Part Four: Present situation of the product
Frutika
42
4.0 Present Situation of the Product Frutika
The secondary data collected from MIS & Research department indicates the sales and demand
of Frutika gradually declining since last few years.
They figure out some following reasons behind sales decline:
Short supply of raw materials

Less promotion
Consumer consumption behavior change
Short shelf life
Government intervention
Competitors aggressive activities
Health hazardous report published in the newspaper etc. are the main reason for
declining sales.
4.1 Market Scenario
Following are some data that indicates the market scenario of Frutika
Figure: Juice Market Share Source: Mymenshing

Regional Conference 2015
43
SKU Wise Market Share comparison of Juice:
Figure: Juice Market Share Source:

Mymenshing Regional Conference 2015

44
4.2 Sales Scenario:
Last 05 years sales scenario of Frutika: (Data Collected from MIS)
TOTAL FRUTIKA SALES (IN VALUE)
692532756
572737662
538854480
338956031
300445740
2012 2013 2014 2015 2016
Figure: Last 05 years sales growth of Frutika
45
;
Year 2012 2013 2014 2015 2016 Total

Total
Frutika
Sales 300445740 572737662 692532756 538854480 338956031 2443526669
(In
Value)
4.3 Miscellaneous Scenario:
Best Brand Award:

Annual Award Program which recognizes local branding excellence. The first of its
kind- evaluation of Brands in Bangladesh. Millward Brown Bangladesh is the research
partner for the initiative. Their Winning Brands module is used to identify brand
equity through extensive qualitative and quantitative survey. Bangladesh Brand Forum
is the only independent/unbiased local brand audit in Bangladesh which publicly
recognizes local branding excellence. In juice category, they have ranked Frutika as no.
1 brand four consecutives year 2015,2014,2013,2011 (No award ceremony held on
2012).
Authority Category Year 1st 2nd
2011 Frutika Frooto
Bangladesh 2013 Frutika Frooto
Juice
Brand Forum 2014 Frutika Frooto
2015 Frutika Frooto
46
Govt. intervene:
The Bangladesh Standards and Testing Institution (BSTI) has cancelled the licenses to
make fruit-flavored drinks of seven companies, including the popular Pran brand, for
not using the minimum 10 percent fruit pulp in the drinks. They said that, Fruit juice
must contain 88 percent pulp, while fruit drink has to contain a minimum of 10
percent fruit pulp.44
Firms shift to 'fruit drinks' as BSTI tightens rules: Most local firms like Pran, Akij Food
and Beverage Ltd, Abul Khair Group and Sajeeb Corporation had earlier marketed
mango drinks as juice, based on former BSTI standards.45 (November 19, 2013,
http://www.thedailystar.net/news/firms-shift-to-fruit-drinks-as-bsti-tightens-rules)
Before
44
BSTI cancels fruit drinks licenses of seven companies, The Daily Star, October 18, 2012,
http://www.thedailystar.net/news-detail-254298, Last viewed on 04/01/17.
45
Firms shift to 'fruit drinks' as BSTI tightens rules, The Daily Star, November 19, 2013,
http://www.thedailystar.net/news/firms-shift-to-fruit-drinks-as-bsti-tightens-rules, Last viewed on 04/01/17.
47
After
Before
48
After
4.4 Competitor Analysis:
Product:
As secondary data indicates Pran Frooto is the market leader in fruit drink category.
Its flank his market by various sub brand like Sundrop, Frutix, Fazlee & Pran. Besides
that, Globe soft drinks Mangolee and Sajeeb Corporation Shezan, Abul Khair
Starship has also a good market share in mass market. Some foreign brand like
Topicana, Slice, Maaza plays in niche market.
Price:
Following is the price list that will give you a clear image of competitor pricing
strategies:
49
Price List
Dealer's TP (in PCs) Retailer's
Dealer's Trade
SKU Brand DP DP (pcs) TP TP (pcs) Benefit MRP including Benefit
Commission(%) Free
( Per pcs ) Free ( Per pcs )
Frutika 419 17.46 444 18.50 5.97% 1.04 22 24:4 16.44 5.56
250 ml Frooto 419 17.46 444 18.50 5.97% 1.04 22 24:3 16.44 5.56
Pet
Mangolee 419 17.46 444 18.50 5.97% 1.04 22 24:4 15.86 6.14
Frutika 685 57.08 730 61 6.57% 3.75 70 12:2 56.15 13.85
1000 ml Frooto 691.2 57.60 732 61 5.90% 3.40 70 12:2.5 54.22 15.78
Mangolee 705 58.75 744 62 5.53% 3.25 70 12:1 57.23 12.77
Frutika 366 15.25 390 16.25 6.56% 1.00 20 36:4 9.75 10.25
Frooto 804 16.75 852 17.75 5.97% 1.00 20 48:6 15.78 4.22
250ml
Tetra Shezan 688 14.33 732 15.25 6.40% 0.92 20 48:6 13.56 6.44
Pack
Danish 504 14.00 522 14.50 3.57% 0.50 20 36:6 12.43 7.57
Starship 624 13.00 648 13.50 3.85% 0.50 20 48:4 12.46 7.54
Place:
Most of the competitors follow same distribution channel.
Following are the distribution process in the domestic market and international market:
Domestic Market:
Wholesaler
Factory Depot. Distributor Consumer
& Retailer
Promotion:
Only Pan company is investing huge money on advertisement to expand & hold his
market leadership among all competitors. Here are some pictures of print & electronic
media that will gives you a clear idea about competitors promotional activities.
50
CSR:
51
Figure: Sponsorship
Figure: Sub-brands of Pran Frooto
52
Figure: Innovative idea of package change advertisement.
Some other innovative occasional & regular advertisements:
53
54
Figure: Occasional advertisements
55
Figure: Social Media coverage:
56
57
58
Others Local brands:
59
60
Some foreign brands advertisements:
61
62
4.5 Current consumer behavior Trend Analysis:
Consumers current trend of internet search:
Figure: Consumers current trend of internet search:
63
E-Commerce in bd:
Figure: E-Commerce in bd:
64
Social Media: YouTube
Figure: Social Media: YouTube
65
Part Five: Findings from The Survey
66
5.0.1 Findings from the survey:
I have done an intensive survey on 110 customers & 80 retailers using non-probability
convenience sampling techniques to identify and justify the present situation, measuring
customer satisfaction and for taking corrective action through marketing strategies.
Therefore, I had set 2 different questionnaires on Customers & Retailers both Bangla and
English.
Followings are the question wise major outcomes:
Customers output: Total Respondents: 110
Age of the respondents Gender of the

Above 30
Below 10 respondents
2%
7%
10 to 20
32% Female
44%
20 to 30
59%
Male
56%
Graph-1: Age of the respondents Graph-2: Gender of the respondents
Profession
Business
4% Any other
Service
17%
Student
77%
Graph-3: Profession of the respondents.
67
As we see from the above graphs majority customers of mango fruit drinks are those whose
age group 10 to 30. Most of the customers are students.
Q-1. How often do you consume Mango fruit drink?
Consumption rate
48%
23% 24%
2% 4%
More than once Daily once Weekly 3-6 times Monthly 2-3 times Once in each
daily month
Graph-4: Consumption rate
Monthly 2-3 Once in each

More than once daily Daily once Weekly 3-6 times Total
times month
Consumptio
2% 4% 23% 24% 48% 100%
n rate
The consumption rate is a little bit slow. Majority customer like have it once in a month.
Q-2. Which attributes of the following do you consider most when you purchase a Mango
fruit drink?
Most considerable brand elements

33%
28%
23%
7%
4% 3% 1%
Brand Name Price Taste Quality Availability Quantity Gift items
Graph-5: Most considerable brand elements

68
Brand Name Price Taste Quality Availability Quantity Gift items Total
Most
considerable
33% 7% 28% 23% 4% 3% 1% 100%
brand
elements
Customers most likely consider Brand name, Taste & quality when they purchase a Mango
Fruit Drink.
Q-3. What pack size do you purchase most?
Most Purchasing Pack size

62%
23%
8%
5%
2%
125 ml 250 ml 500 ml 1000 ml Any other
Graph-6: Most Purchasing Pack size
125 ml 250 ml 500 ml 1000 ml Any other Total
Most
Purchasing 8% 62% 23% 5% 2% 100%
Pack size
Most of the consumers preferred 250 ml pack size then to have 500 ml.
69
Q-4. Who in your family mainly make or influence purchase decision?
Purchase decision maker or influencer

47%
30%
24%
Children Parents All
Graph-7: Purchase decision maker or influencer in the family.
Children Parents Grand parents Maid or Servant All Total
Purchase
decision maker 47% 24% 0% 0% 30% 100%
or influencer
Children plays an important role in a family to make or influence in buying decision. Besides
that, a large young group take self-buying decision that option was missing in the questionnaire
but collected separately.
70
5. Where do you get or buy Mango fruit drink? (Purchase point)
Preferred Purchase point
Convenient store 4%
Super shop 30%
Wet market 5%
Local shop 61%
0% 10% 20% 30% 40% 50% 60% 70%
Graph-8: Preferred Purchase point
Local shop Wet market Super shop Convenient store Total
Purchase point 61% 5% 30% 4% 100%
Most of the customers buy mango fruit drinks from Local shop and some upper-class people
like to get it from super shop.
71
Q-6. What is your source of information that influence you to purchase Mango fruit
drink?
Most Influecing promotion
Internet 6%
Billboard 7%
Product display 14%
Retailers 1%
Friends & Family 24%
TVC 48%
Graph-9: Preferred Purchase point
TVC Friends & Family Retailers Product display Billboard Internet Total
Most
Influecing 48% 24% 1% 14% 7% 6% 100%
promotion
The traditional TV media still playing an important role to aware consumers. Beside that word
of mouth from FnF, retailers also impact in purchase decision making.
72
Q-7. Best Mango fruit drink brand in the Bangladesh (Please rank between 1 to 3).
Customers top of mind

Others
21%
Frutika
Shezan 44%
11%
Frooto
24%
Graph-10: Customers top of mind
Frutika Frooto Shezan Others Total
Customers top
44% 25% 11% 21% 100%
of mind
Still Frutika is customers no.1 choice for its ground-breaking Tag line Ektu beshie pure and
amazing TVC.
Q-8: Have you ever drink Frutika? (If no go to the question no:13)
Actual consumer of Frutika

Can not recall
No 9%
15%
Yes
76%
Graph-11: Actual consumer of Frutika
73
Yes No Can not recall Total
Actual
consumer of 76% 15% 9% 100%
Frutika
When we asked 76% consumer said yes they drink frutika at least once.
Q-9. How much do you agree or disagree with the following statements about Frutika?
(Please give tick mark)
Statistical Analysis:
Correlations
Descriptive Statistics
Mean Std. Deviation Analysis N
This is one of the best brand I could
.05 .397 57
have bought.
This brand is exactly what I need. 1.12 .537 57
I am satisfied with my decision to
3.51 1.002 57
buy this brand.
I have truely enjoyed this mango
3.56 .887 57
fruit drink.
74
Correlations
This is one This brand I am I have
of the best is exactly satisfied truely
brand I what I with my enjoyed
could have need. decision to this mango
bought. buy this fruit drink.
brand.
Pearson
This is one of the 1 .333** -.068 -.085
Correlation
best brand I could
Sig. (2-tailed) .008 .613 .528
have bought.
N 63 63 57 57
Pearson
.333** 1 .013 -.052
This brand is Correlation
exactly what I need. Sig. (2-tailed) .008 .904 .639
N 63 110 85 84
Pearson
I am satisfied with -.068 .013 1 .718**
Correlation
my decision to buy
Sig. (2-tailed) .613 .904 .000
this brand.
N 57 85 85 84
Pearson
I have truely -.085 -.052 .718** 1
Correlation
enjoyed this mango
Sig. (2-tailed) .528 .639 .000
fruit drink.
N 57 84 84 84
**. Correlation is significant at the 0.01 level (2-tailed).
75
Factor Analysis
Total Variance Explained

Comp Initial Eigenvalues Extraction Sums of Rotation Sums of Squared
onent Squared Loadings Loadings
Total % of Cumula Total % of Cumula Total % of Cumula
Varianc tive % Varianc tive % Varianc tive %
e e e
1.70
1 42.638 42.638 1.706 42.638 42.638 1.660 41.488 41.488
6
1.42
2 35.646 78.284 1.426 35.646 78.284 1.472 36.796 78.284
6
3 .526 13.159 91.442
4 .342 8.558 100.000
Extraction Method: Principal Component Analysis.
Graph-11.1: Brand satisfaction factor analysis
76
Component Matrixa
Component
1 2
This is one of the best brand I could have
-.410 .753
bought.
This brand is exactly what I need. -.338 .791
I am satisfied with my decision to buy this
.839 .353
brand.
I have truely enjoyed this mango fruit drink. .848 .330
a. 2 components extracted.
Rotated Component Matrixa

Component
1 2
This is one of the best brand I could have
-.069 .854
bought.
This brand is exactly what I need. .012 .860
I am satisfied with my decision to buy this
.910 -.017
brand.
I have truely enjoyed this mango fruit drink. .909 -.043
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
Comments:
I had set a question to measure customer satisfaction regarding brand with specific 4 questions
with a likert scale and I found that most of the customer not strongly agree and from correlation
table we got that there is only strong positive correlation between I am satisfied with my
77
decision to buy this brand and I have truly enjoyed this mango fruit drink. Moreover, there
is positive but weak correlation between This is one of the best brand I could have bought
and This brand exactly what I need. And Factor analysis support this statement.
Q-10. How important was performance on these attributes? (Please give tick mark)
Some what Some what

Delighted Neutral Very dissatisfied Total
satisfied dissatisfied
Overall quality 51% 30% 13% 1% 4% 100%
Price 51% 18% 13% 9% 9% 100%
Purchase experience 50% 22% 17% 7% 4% 100%
Usage experience 46% 22% 24% 4% 4% 100%
Taste 45% 33% 16% 4% 2% 100%
Packaging 46% 27% 18% 5% 4% 100%
Statistical Analysis:
Correlations
Descriptive Statistics
Mean Std. Deviation N
Overall quality 3.61 .865 84
Price 3.58 1.055 84
Purchase Experience 1.76 .988 82
Usage experience 2.05 1.332 82
Taste 1.93 1.142 82
Packaging 1.96 1.094 82
Correlations
78
Overall Price Purchase Usage Taste Packag
quality Experien experienc ing
ce e
Pearson
1 .571** -.388** -.330** -.269* -.305**
Overall Correlation
quality Sig. (2-tailed) .000 .000 .002 .015 .005
N 84 84 82 82 82 82
Pearson
.571** 1 -.270* -.292** -.181 -.314**
Correlation
Price
Sig. (2-tailed) .000 .014 .008 .104 .004
N 84 84 82 82 82 82
Pearson
-.388** -.270* 1 .450** .411** .380**
Purchase Correlation
Experience Sig. (2-tailed) .000 .014 .000 .000 .000
N 82 82 82 82 82 82
Pearson -
-.330** **
.450** 1 .579** .493**
Usage Correlation .292
experience Sig. (2-tailed) .002 .008 .000 .000 .000
N 82 82 82 82 82 82
Pearson
-.269* -.181 .411** .579** 1 .730**
Correlation
Taste
Sig. (2-tailed) .015 .104 .000 .000 .000
N 82 82 82 82 82 82
Pearson -
-.305** .380** .493** .730** 1
Correlation .314**
Packaging
Sig. (2-tailed) .005 .004 .000 .000 .000
N 82 82 82 82 82 82
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Factor Analysis
79
Total Variance Explained
Comp Initial Eigenvalues Extraction Sums of Rotation Sums of Squared
onent Squared Loadings Loadings
Total % of Cumulat Total % of Cumulat Total % of Cumula
Varianc ive % Varianc ive % Varianc tive %
e e e
3.01
1 50.255 50.255 3.015 50.255 50.255 2.456 40.941 40.941
5
1.16
2 19.423 69.677 1.165 19.423 69.677 1.724 28.737 69.677
5
3 .682 11.372 81.049
4 .501 8.358 89.407
5 .399 6.644 96.051
6 .237 3.949 100.000
Graph-12: Brand performance factors analysis
80
Component Matrixa
Component
1 2
Overall quality -.649 .601
Price -.583 .661
Purchase Experience .678 -.004
Usage experience .757 .215
Taste .778 .466
Packaging .784 .323
a. 2 components extracted.
Rotated Component Matrixa

Component
1 2
Overall quality -.212 .858
Price -.124 .873
Purchase Experience .564 -.376
Usage experience .751 -.237
Taste .906 -.039
Packaging .832 -.161

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
Comments:
I had set another question to measure brand performance by giving them some attributes with
a likert scale and found there is a strong positive correlation between Taste & Packaging.
And factor analysis states that at least 02 components Overall quality & Price can be
extracted from consideration.
81
Q-11: Based on your experience with Frutika, how likely are you to buy it again?
Possibility of repeat purchase

56%
29%
12%
2% 1%
Definitely will Probably will Might or might Probably will notDefinitely will not
not
Graph-13: Possibility of repeat purchase
Definitely will Might or might Definitely will not

Probably will Probably will not Total
not
Possibility of
repeat 56% 29% 12% 2% 1% 100%
purchase
There is still probability of repeat purchase (56%) say yes they will buy Frutika again.
82
Q-12. Based on your experience with Frutika, would you recommend this product to a
friend?
Possibility of advocacy
Definitely will not

2%
Probably will not 3%
Might or might not 19%
Probably will 26%
Definitely will
50%
Graph-14: Possibility of advocacy
Definitely will Might or might Definitely will not

Probably will Probably will not Total
not
Possibility of
50% 26% 19% 3% 2% 100%
advocacy
50% respondents said that they will definitely do advocacy of Frutika.
83
Q-13. Which brand(s) packaging is most attractive to you?
Most attractive packaging

44%
27%
9% 9%
8%
3%
Frutika Frooto Mangolee Sezan Sundrop Any other
Graph-15: Most attractive packaging.
Frutika Frooto Mangolee Sezan Sundrop Any other Total
Most
attractive 44% 27% 3% 9% 8% 9% 100%
packaging
When they are asked that. which band packaging is most attractive to you? 44% customers
replied that they still like Frutika.
Q-14. What is your expected price for different size of Frutika?
SKU Expected price (BDT) Current Price (BDT)
125 ml 10 to 12 12
250 ml 20 to 22 22
500 ml 35 to 40 40
1000 ml 60 to 70 70
84
When they are asked about expected price they have replied and we got that their expected
price & current price is almost similar. So, price consideration can be extracted from this
segments.
Retailers output: Total Respondents: 80
Q-1. Which brands Mango fruit drink are currently available in your shop?
Most available brands in retails

44%
28%
14%
7%
4%
2%
Frutika Frooto Mangolee Shezan Sundrop Any other
Graph-16: Most available brands in retails
Frutika Frooto Mangolee Shezan Sundrop Any other Total
Most
available
28% 44% 7% 14% 2% 4% 100%
brand in
retails
From retailers opinion & personal observation we got Frooto (44%), Frutika (28%), Shezan
(14%) are available in retails.
85
Q-2. Which is your top selling Mango fruit drink brand? (Please rank from 1 to 3)
Top selling Brand

Mangolee
16%
Frooto
Shezan
41%
13%
Frutika
30%
Graph-17: Top selling Brand
Frooto Frutika Shezan Mangolee Total
Top selling
41% 30% 14% 16% 100%
Brand
Top selling brands are respectively Frooto (41%), Frutika (30%), Mangolee (16%), Shezan
(13%).
86
Q-3. Which is your most selling pack size?
Most selling pack size
1000 ml 5%
500 ml 12%
250 ml 79%
125 ml 5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Graph-18: Most selling pack size
125 ml 250 ml 500 ml 1000 ml Any other Total
Most selling pack

size
5% 79% 12% 5% 0% 100%
Most selling pack size is 250 ml. I had set this question to cross check with consumer feedback
and see it match.
87
Q-4. Please mention the age group who buys Mango fruit drink more?
TOP BUYERS AGE GROUP
Below 10
20 to 30 6%
19%
10 to 20
75%
Graph-19: Top buyers age group
Below 10 10 to 20 20 to 30 Above 30 Total
Top buyers
6% 75% 19% 0% 100%
age group
Top buyers age group are respectively 10 to 20 (75%) and 20 to 30 (19%).
88
Q-5. How do you get/purchase product?
Preferred distribution channel
Whole sellers 15%
Delivery van 79%
Distributor house 6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Graph-20: Preferred distribution channel
Distributor
Delivery van Whole sellers Any other Total
house
Preferred
distribution 6% 79% 15% 0% 100%
channel
Retailers are mostly preferring to get product from delivery van (79%) because it is hassle free.
89
6. What kind of incentive/benefits you are getting from the manufacturer of the brand?
(Please give tick mark)
Mostly giving trade benefits
Sundrop 9% 73% 16% 0%
Shezan 0% 73% 25% 0%
Mangolee 0% 68% 27% 0%
Frooto 3% 64% 27% 2%
Frutika 4% 88% 7%1%
Cash Discount Free product Monthly Incentive

Credit facilities Any other
Graph-21: Mostly giving trade benefits
Cash Monthly Credit

Free product Any other Total
Discount Incentive facilities
Frutika 4% 88% 0% 7% 1% 100%
Frooto 3% 64% 4% 27% 2% 100%
Mangolee 0% 68% 5% 27% 0% 100%
Shezan 0% 73% 1% 25% 0% 100%
Sundrop 9% 73% 2% 16% 0% 100%
I had set a question to identify retailers preference & current scenario of incentives or benefits
they are getting from company. And if you look at the graph you can see most of the company
offering trade free. But Frutika gives much attention on trade free among the competitors.
Whereas, market leader Frooto also providing credit facilities & continuous display program
& monthly incentives.
90
Q-7. How much volume do your sale per week? (In carton)
Brand Average sales per

week (In case)
Frutika 1
Frooto 2
Mangolee 1
Shezan 1
Sundrop 1
Others 1
As we see from the question that how much they sale per week it is also supports previous
statements that Frooto is the market leader as it sales avg. 2 cases per week.
Q-8. What about customer demand of Frutika?
Customers demand of Frutika
Very poor 4%
Poor 16%
Not high nor poor 49%
High 18%
Very high 13%
Graph-22: Customers demand of Frutika
91
Not high nor
Very high High Poor Very poor Total
poor
Customers
demand of 13% 18% 49% 16% 4% 100%
Frutika
When we directly do question to retailers about the current market demand of Frutika they have
said, it is not high nor poor (Average).
5.1 Some customers feedback:

Following are some customers comments regarding product or service development
which we must consider for developing re-marketing strategies for recovering the
declining sales.
1. Ensue product availability.

2. Ensure & maintain quality.
3. Continuous Consumers program.
4. Attractive Gifts for consumers.
5. Increase advertisement.
6. Arrange school campaign.
7. Should introduce premium category juice.
5.2 Some retailers feedback:

Following are some retailers comments regarding product or service development
which we must consider for developing re-marketing strategies for recovering the
declining sales.
1. Improve quality & appoint skilled sales force.

2. Bring changes in selling system. Ready sales to pre-order sales.
3. Ensure continuous display program & monthly incentives.
4. Increase advertisement.
92
5. Increase retailers trade benefits.
6. Ensure timely delivery & sales force attachment.
7. To attract children, do something innovative. e.g. arrange workshop, science fair,
cultural program, sports etc.
From my personal observation, still Frutika took a strong position in customers mind for its
long lasting amazing promotion. But for competitors aggressive marketing strategies and
Frutikas short supply customers are switching to competitors brands.
93
Part Six: Conclusion & Recommendation
94
6.1 Conclusion:
After independence, the food habit of Bangladeshi people has been changed a lot. Besides our
traditional food consumer of Bangladesh like to take western food also after 1980s. As a result
of global marketing this was not too hard for the consumers. Different foreign food companies
were established in Bangladesh. Beverage industry is one of them. But more interestingly we
dont know beverage is also our cultural food because beverage doesnt mean only carbonated
drinks. Juice, Yoghurt, soup and lacchi are also beverage of our own tradition which consumed
for the last 100 years in Bangladesh. Our research is on declining sales of Frutika-a mango
flavored fruit drink not only focus on sales scenario but also focus on current market scenario,
brand position, consumer behavior, trend analysis, competitor analysis and so on to build a
strong brand and concrete marketing strategies to recover the declining sales.
Therefore, we did an intensive survey on 190 respondents (110 consumers & 80 retailers) in
all divisional cities. Finally, from our study we come to know that majority customers of mango
fruit drinks are those whose age group 10 to 30. Consumption rate is a little bit slow. Most of
the consumers preferred 250 ml pack size. Children plays an important role in a family to make
or influence in buying decision. Besides that, a large young group take self-buying decision
that option was missing in the questionnaire but collected separately. Most of the customers
buy mango fruit drinks from Local shop and some upper-class people like to get it from super
shop.
The traditional TV media still playing an important role to aware consumers. Beside that word
of mouth from FnF, retailers also impact in purchase decision making. Still Frutika is customers
no.1 choice for its ground-breaking Tag line Ektu beshie pure and amazing TVC.
To measure customer satisfaction regarding brand with specific 4 questions with a likert scale
and I found that most of the customer not strongly agree and from correlation table we got that
there is only strong positive correlation between I am satisfied with my decision to buy this
brand and I have truly enjoyed this mango fruit drink. Moreover, there is positive but weak
correlation between This is one of the best brand I could have bought and This brand exactly
what I need. And Factor analysis support this statement.
95
I had set another question to measure brand performance by giving them some attributes with
a likert scale and found there is a strong positive correlation between Taste & Packaging.
And factor analysis states that at least 02 components Overall quality & Price can be
extracted from consideration. Majority customers like Frutikas packaging and there is still
probability of repeat purchase & advocacy.
From retailers opinion & personal observation we got, top selling brands are respectively
Frooto, Frutika, Mangolee & Shezan. Retailers are mostly preferring to get product from
delivery van because it is hassle free.
6.2 Recommendation:
Findings from my study indicates many things which may be considered or recommended for
developing marketing strategies to recover the declining sales of Frutika Mango fruit drink.
Therefore, I would like to recommend some changes through marketing mix by using 4Ps.
Product:
1. As a country largest company Frutika following mass marketing strategy like other
local brands for its large market with a fighter product named Affi. But from
market survey & personal observation some upper class consumer like have
premium category juice like Tropicana, Maaza ect. from super shop. And no
domestic company are serving in this segment. So, I would like to recommend to
introduce a premium category juice by targeting them through niche marketing
approach.
2. Taste & quality is the ultimate consideration for a mango fruit drinks. Frutika must
have to improve & maintain quality.
96
3. It is also recommended to bring Green marketing concept. As we know, Green
marketing must satisfy two objectives: improved environmental quality and
customer satisfaction.
4. Market survey shows the target consumers are age group between 10 to 30. So, for
targeting them Akij Food & Beverage Ltd. may changes in packaging can give
name Selfi pack.
5. It can introduce an eco-friendly packaging under green marketing concept to ensure

hygienic and reduces waste from contamination. like following picture.
Figure: Eco-friendly packaging

97
Price:
1. As market survey shows customers expected price are remaining same with current
price. So, for mass marketing price should not increase. But for a new premium
category juice for its niche market it may follow market penetration pricing
considering foreign brands quality and price. Before this AFBL should conduct an
extensive market research.
2. From market survey & personal observation retailers tendency to keep & push
sales those company products whose give them more trade benefits. So, it is
recommended to give them discount and trade benefits and ensure product supply
and monitoring.
Promotion:
1. My study indicates that, the traditional media TV has still 1st preference of major
consumers. And Frutikas amazing tag line Ektu beshei pure TVC took position
in consumer mind. So, by creative TVC and consumer engagement can still recover
declining sales of Frutika.
2. As our large customers are young & children those age between 10 to 30 are
severely engaged in social media like Facebook, Youtube, Twitter etc. So, my
recommendation it to get rapid promotion and reduce promotional cost and adjust
with changing environment and to keep in touch with them AFBL should focus on
digital marketing like Social media marketing, Search Engine Optimization (SEO),
Video marketing, Online advertisement, Blog, Forum etc.
3. To target and aware children AFBL should do some innovative school campaign
like magic show, science fair, book fair, sports, events etc.
4. And for retailers participation AFBL should more focus on both ATL & BTL
activities like Shop sign, Fletch, POSM (Point of sales materials), Gondola and
98
continuous retail display program. Following are some ideas that AFBL may
follow.
Figure: Gondola
Figure: Lighting shop display
99
Place:
1. From market survey, most of the retailers like to get product from delivery van. So,
AFBL should ensures smooth delivery by its large distribution channel and
dedicated sales force.
2. From personal interview and observation, retailers like to get product by pre-order
selling system like market leader Frooto rather than ready sales like Futika. So, by
considering retailers preference and to get maximum coverage AFBL should
change its selling process.
3. To reduce distribution costs, adjust with marketing changing environment and

easily access to International market AFBL should develop an E-commerce site,
where consumers can directly purchase products from company. Therefore, I think
emotional attachment also build and Frutika will take strong position in customers
mind.
So, AFBL should revised their marketing strategies to recover declining sales of Frutika by
considering above findings & recommendations.
100
Part Seven: Annex.
101
7.1 Bibliography
Akij food & Beverage Ltd. company profile (2016). Retrieved from http://www.akijfood.com/company-profile/
last viewed on 19-11-16.
Message from Honorable Director (2016), Akij food & Beverage Ltd. Retrieved from
http://www.akijfood.com/message-from-md/ last viewed on 20-11-16.
Omar Mushtaq (May 21, 2015). 6 proven techniques to increase sales for a FMCG business. Retrieved from the
Alpha Gamma-Business Portal for Millennials website:http://www.alphagamma.eu/entrepreneurship/6-proven-
techniques-increase-sales-fmcg-business/ last viewed on 21-11-16.
Product Life Cycle Stages-product life cycle stages explained. Retrieved
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RamanujMajumdar (2004). Product Management in India. PHI Learning. pp. 2627. ISBN 978-81-203-1252-4.
Retrieved 2010-06-19. Last viewed on 02/12/16.
Sean Brierley (2002). The advertising handbook By Sean Brierley (2, illustrated ed.). Routledge. p. 14. ISBN 978-
0-415-24391-9. Last viewed on 02/12/16.
Fast-moving consumer goods (last modified on 26 October 2016). Retrieved from
https://en.wikipedia.org/wiki/Fast-moving_consumer_goods. Last viewed on 02/12/16.

Supra note 5.
American Marketing Association (Approved July 2013) Retrieved from
https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx last viewed on 03/12/16.

1
Dr. Philip Kotler. Kotler Marketing Group (n.d.). Retrieved from
http://www.kotlermarketing.com/phil_questions.shtml last viewed on 04/12/16.
Hunt, Shelby D. "The nature and scope of marketing." Journal of Marketing 40.3 (1976): 17-28. Last viewed on
04/12/16.
Supra note 10.
Heidi Cohen.Marketing Definitions. Actionable Marketing 101, Marketing Resources(March 29, 2011)-9.
Retrieved from http://heidicohen.com/marketing-definition/Last viewed on 04/12/16.
Ibid
Ibid
102
Ibid
Ibid
Ibid
Mike Thimmesch. Filed under: MARKETING AND PROMOTIONS (August 8, 2010). Retrieved from
http://www.skylinetradeshowtips.com/what-is-marketing-how-10-experts-define-it/ last viewed on 05/12/16.
Kotler, P., Armstrong, G., Brown, L., and Adam, S. (2006) Marketing, 7th Ed. Pearson Education
Australia/Prentice Hall. Last viewed on 05/12/16.
Product definition. Business Dictionary(n.d.) (1). Retrieved from
http://www.businessdictionary.com/definition/product.htmllast viewed on 05/12/16.
Ibid
Vincent van Vliet. Five product levels by Philip Kotler (October 15, 2013). Retrieved from
http://www.toolshero.com/marketing/five-product-levels-kotler/. Last viewed on 06/12/16.
American Marketing Association (1960) Marketing definitions: a glossary or marketing terms, Chicago, American
Marketing Association. Retrieved from http://eprints.kingston.ac.uk/9473/1/Dall'Olmo_Riley-F-9473.pdf. Last
viewed on 6/12/16.
Dr. Uttam Kumar Datta(Senior Management Counsellor ,Head of Marketing Management Division, BIM) .
Brand Management-Class hand note)-2016-01. Last viewed on 06/12/16.
The Four Ps of Marketing (n.d.). Retrieved from http://www.purelybranded.com/insights/the-four-ps-of-
marketing/last viewed on 07/12/16.
Jump up^ Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of Pheonix,
Prentice Hall, 2000, p. 9. Last viewed on 07/12/16
Jump up^ McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin. Last
viewed on 07/12/16
Jump up^ Grnroos, Christian. "From marketing mix to relationship marketing: towards a paradigm shift in
marketing." Management decision 32.2 (1994): 4-20. Last viewed on 07/12/16
Jump up to: a b c d Needham, Dave (1996). Business for Higher Awards. Oxford, England: Heinemann. Last
viewed on 07/12/16
Jump up^ Bitner, M.J., "The Evolution of the Services Marketing Mix and its Relationship to Service Quality,"
in Service Quality: Multidisciplinary and Multinational Perspectives, Brown, S.W., Gummeson, E., Edvardson,
B. and Gustavsson, B. (eds), Lexington, Canada, 1991, pp 23-37. Last viewed on 07/12/16
103
Supra note (30).
Jump up to: a b c d Blythe, Jim (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd.
Retrieved from https://en.wikipedia.org/wiki/Marketing_mix#cite_note-:9-21. Last viewed on 07/12/16.
Ibid
Ibid
Ibid
Jim Riley. Product Life Cycle (Introduction)(n.d.). Retrieved from
http://www.tutor2u.net/business/reference/product-life-cycle. Last viewed on 08/12/16.
Box, Jonathan Mbosia. (September 2012) Extending product lifetime Prospects and opportunities, Tanzanian
Journal of Marketing. Retrieved from https://en.wikipedia.org/wiki/Product_life-
cycle_management_(marketing). Last viewed on 08/12/16.
Day, G. (1981) The product life cycle: Analysis and applications issues, Journal of Marketing, vol 45, Autumn
1981, pp 6067. Retrieved from https://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing). Last
viewed on 08/12/16
Levitt, T. (1965) Exploit the product life cycle, Harvard Business Review, vol 43, NovemberDecember 1965,
pp 8194. Retrieved from https://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing). Last
viewed on 08/12/16
Dhalla, N.K., Yuspeh, S. (1976) Forget the product life cycle concept, 'Harvard Business Review', JanFeb 1976.
Retrieved from https://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing). Last viewed on
08/12/16
The Product Life Cycle (n.d.) Retrieved from http://www.netmba.com/marketing/product/lifecycle/. Last
viewed on 08/12/16.
Chan, K.C. and Mills, T.M. (2015) Modeling competition over product life cycles, Asia-Pacific Journal of
Operational Research, vol 32, no. 3, DOI: 10.1142/S0217595915500219. Retrieved from
https://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing). Last viewed on 08/12/16.
BSTI cancels fruit drinks licenses of seven companies, The Daily Star, October 18, 2012,
http://www.thedailystar.net/news-detail-254298, Last viewed on 04/01/17.
104
Firms shift to 'fruit drinks' as BSTI tightens rules, The Daily Star, November 19, 2013,
http://www.thedailystar.net/news/firms-shift-to-fruit-drinks-as-bsti-tightens-rules, Last viewed on 04/01/17.
105
Questionnaire for Measuring Customer Satisfaction
Name: Age: Below 10 (1) 10 to 20 (2) 20 to 30 (3) Above 30 (4)
Gender: Male (1) Female (2) Profession: Student (1) Service (2) Business (3) Any other (4)
1. How often do you consume Mango fruit drink?

More than once daily Monthly 2-3 times
Daily once (2) Weekly 3-6 times (3) Once in each month (5)
(1) (4)
2. Which attributes of the following do you consider most when you purchase a Mango fruit drink ?
Brand Name (1) Price (2) Taste (3) Quality (4) Availability (5) Quantity (6)
Gift items (7)
3. What pack size do you purchase most?
125 ml (1) 250 ml (2) 500 ml (3) 1000 ml (4) Any other (5)
4. Who in your family mainly make or influence purchase decision?
Children (1) Parents (2) Grand parents (3) Maid or Servant (4) All (5)
5. Where do you get or buy Mango fruit drink? (Purchase point)
Local shop (1) Wet market (2) Super shop (3) Convenient store (4)
6. What is your source of information that influence you to purchase Mango fruit drink?
TVC (1) FnF (2) Retailers (3) Product display (4) Billboard (5) Internet (6)
7. Best Mango fruit drink brand in the Bangladesh (Please rank between 1 to 3).
1.______________________ 2._________________________ 3.____________________________
8. Have you ever drink Frutika? (If no go to the question no:13)
Yes(1) No (2) Can not recall (3)
9.How much do you agree or disagree with the following statements about Frutika? (Please give tick mark)
Strongly
Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4)
Agree (5)
This is one of the best brand I could have bought.
This brand is exactly what I need.
I am satisfied with my decision to buy this brand.
I have truely enjoyed this mango fruit drink.
10. How important was performance on these attributes? (Please give tick mark)
Some what satisfied Some what
Delighted (1) Neutral (3) Very dissatisfied (5)
(2) dissatisfied (4)
Overall quality
Price
Purchase experience
Usage experience
Taste
Packaging
11. Based on your experience with Frutika, how likely are you to buy it again?
Definitely will Might or might not Probably will not Definitely will not
Probably will (2)
(1) (3) (4) (5)
12. Based on your experience with Frutika, would you recommend this product to a friend?
Definitely will Might or might not Probably will not Definitely will not
Probably will (2)
(1) (3) (4) (5)
13. Which brands packaging is most attractive to you?
Frutika (1) Frooto (2) Mangolee (3) Sezan (4) Sundrop (5) Any other (6)
14. What is your expected price for different size of Frutika ?
125 ml BDT..
250 ml BDT..
500 ml BDT..
1000 ml BDT..
15. Please share with us a few things [Product/Service] could do better.
______________________________________________________________________
Mobile_________________________________________________
no:
106
Questionnaire for Measuring Customer Satisfaction
: : (1) (2) (3) (4)
: (1) (2) (1) (2) (3)
:
(4)
. ?
() () - () - () ()
. ?
() () / () () () ()
()
. ??
(1) (2) (3) (4) (5)
. ?
() - () () - () ()
. ? ( )
() () () ()
. ?
() () () () () ()
. ? ( ).
.______________________ ._________________________ .____________________________
. Frutika ? ( )
(1) (2) (3)
. Frutika ? ( )
() () () () ()

. Frutika ? ( )
(1) (2) (3) (4) (5)

. Frutika , Frutika ?

(1) (2) (4) (5)
(3)
. Frutika , ?

(1) (2) (4) (5)
(3)
. ?
Frutika (1) Frooto (2) Mangolee (3) Sezan (4) Sundrop (5) (6)
. Frutika ?
BDT..
BDT..
BDT..
BDT..
. (/ ) ?
______________________________________________________________________
:
_________________________________________________
107
Questionnaire For Retailer Survey of Mango fruit drink
Outlet Name: Mobile No:
Address: Bazar: Thana: District:
1. Which brands Mango fruit drink are currently available in your shop?
Frutika (1) Frooto (2) Mangolee (3) Sezan (4) Sundrop (5) Any other (6)
2. Which is your top selling Mango fruit drink brand? (Please rank from 1 to 3)
1)_________________________ 2)_______________________________ 3)_________________________
3. Which is your most selling pack size?

125 ml (1) 250 ml (2) 500 ml (3) 1000 ml (4) Any other (5)
4. Please mention the age group who buys Mango fruit drink more?
Below 10 (1) 10 to 20 (2) 20 to 30 (3) Above 30 (4)
5. How do you get/purchase product?

Distributor house Whole sellers
Delivery van (2) Any other (4)
(1) (3)
6. What kind of incentive/benefits you are getting from the manufacturer of the brand? (Please give tick mark)
Monthly Incentive
Cash Discount (1) Free product (2) Credit facilities (4) Any other (5)
(3)
Frutika
Frooto
Mangolee
Sezan
Sundrop
7. How much volume do your sale per week? (In carton)
Frutika:_________ Frooto:___________ Mangolee:_________
Sezan:__________ Sundrop:__________ Others:____________
8. What about customer demand of Frutika?
Very high (1) High (2) Not high nor poor (3) Poor (4) Very poor (5)
9. What is the reason behind that demand?

______________________________________________________________________
10. Please share with us a few things [Product/Service] could do better.
______________________________________________________________________
108
Questionnaire For Retailer Survey on Mango fruit drink
: :
: : : :
. ?
Frutika (1) Frooto (2) Mangolee (3) Sezan (4) Sundrop (5) (6)
.
? ( -)
1)_________________________ 2)_______________________________ 3)_________________________
.
?
(1) (2) (3) (4) (5)
. ?
(1) (2) (3) (4)
. ?
(1) (2) (3) (4)
. ? ( )
(1) (2) (3) (4) (5)
Frutika
Frooto
Mangolee
Sezan
Sundrop
. ( )
Frutika:_________ Frooto:___________ Mangolee:_________
Sezan:__________ Sundrop:__________ :____________
. Frutika ?
(1) (2) (3) (4) (5)
. ?
______________________________________________________________________
. (/ ) ?
______________________________________________________________________
109

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Term Paper Report

MD. ARIFUR RAHMAN

Post Graduate Diploma in Marketing Management

BANGLADESH INSTITUTE OF MANAGEMENT (BIM)

This Term Paper is submitted to BIM as a partial fulfillment for the

Date of Submission: 14-01-2017

Supervised By: Submitted By:

BANGLADESH INSTITUTE OF MANAGEMENT (BIM)

DR. UTTAM KUMAR DATTA

Senior Management Counsellor,

Subject: Submission of Term paper

MD. ARIFUR RAHMAN

Sl. No. Contents Pages

01 Chapter 01: Introduction to Report 01-09

1.1 Background of the Organization 01

1.2 Importance of the study 01-04

1.3 Research Objectives 04

1.3.1 Broader objective of the study 04

1.3.2 Specific objectives 04-05

1.4 Scope of the study 05

1.4.1 Methodology of the study 06

1.4.3 Data collection method. 07

1.4.4 Sampling procedure 07

1.4.5 Source of information 07

1.4.6 Data processing method 08

1.4.7 Measurement Instruments 08

1.4.8 Study area 08-09

02 Chapter 02: Literature Review and Theoretical Framework 10-29

2.1 Literature Review 11-28

2.2 Theoretical Framework 29

3.1 Company details of Akij Food & Beverage Ltd. (AFBL) 31

3.1.1 Company Profile 31-32

3.1.2 Product of AFBL 33

3.1.3 Price of AFBL products 34

3.1.4 Place of AFBL 35-36

3.1.5 Promotion of AFBL products 37-41

04 Chapter 04: Present situation of the product Frutika 42-49

4.1 Market Scenario 42-45

4.2 Sales Scenario 45-46

4.3 Miscellaneous Scenario 46-49

4.4 Competitor Analysis 49-62

4.5 Current consumer behavior Trend Analysis 63-65

05 Chapter 05: Findings from The Survey 66-92

5.0 Findings from The Survey 67-92

5.1 Some customers feedback 92

5.2 5.2 Some retailers feedback 92-93

06 Chapter 06: Conclusion & Recommendation 94-99

6.1 Conclusion 95-96

6.2 Recommendation 96-100

07 Chapter 07: Annex 101-108

7.1 Bibliography 102-105

7.2 Questionnaires 106-109

Sl. No. Graphs Pages

1.1 Background of the Organization

1.2 Importance of the study

Challenges of the Decline Stage:

1.3 Research Objectives

1.3.1 Broader objective of the study:

To find out that which brands hold Customers top of mind.

1.4.0 Scope of the study

Bangladesh is a mid-income country and rapid urbanization is triggering a change in food

Research approaches: Survey research.

1.4.4 Sampling procedure

1.4.5 Source of Information