Market Positioning of Aziz Group

Akij Group diversified their business in the Food & Beverage industry because in Bangladesh we
have 14 corers people. It is a large market size to serve and food is required continually for the
population. Akij food & beverage want to serve quality food for their target market.

In the soft drink industry, there are many local & foreign companies. Akij wants to be local
unique soft drinks producer with the same quality of the foreign company. For this purpose,
AFBL produces CSD for young target group who like to live stylist life. The main slogan of
AFBL is “Brings Quality in Life”.

AFBL has its own marketing & sales department in Akij chamber. The functions of this
department are very wide and dynamic. Main functions performed by this department are:

 Product development
 Raw material sourcing
 Find out or create a market for its product
 Price set up
 Packaging development
 Developing a communication strategy
 Preparing sales forecast
 Maintain sales management in the field
 Keeping a record of sales and stock
 Collection & analysis of competitors information

Brand positioning:

 To stand out their brand in the crowded marketplace.

 To stand out the brand message from the myriad of messages that clutter consumers’
minds each day
 To offer a unique value proposition.
 Positioning in a way that their product appears better in relation to other products in the
market.

When a new brand appears in the market, the consumer gets acquainted with it and starts
collecting information about it. On the basis of this information, the consumer creates an opinion
of the brand and establishes a brand image. For a stable market position of a brand, consumer
awareness of the new brand on the market is not sufficient. The consumer must prefer a brand
and have a positive assessment of it as well as considering it in its purchasing decisions. The
target position means deciding on the target image of a brand and how the consumers should
compare it to other competitive brands.

Building Brand Equity:

 Distinguish product from others in the market – Value proposition

  Align what it says about the brand in advertising with what it actually delivers – Creating
the brand

About Advertising:

Researches have done before Advertising:

 Sample testing
 Product Development
 Focused Group Discussion

Target Group:

 Mojo cola: especially Young Age People

 Lemu: All Age People
 Frutika: All Age People

Advertising Work:

 Image Enhance
 Brand Equity Build

Mechanisms of Persuasion:

 Try to show something that matches with today’s lifestyle. So that a bond can be created
between the Audience and the product.
 For Persuasion they use neither appeals to authority (famous people)nor appeals to a
desire to save – pricing ($29.95 instead of $30).

Advertising media:

Media chose for the ad are

 TV Ad
 Print media ad
 Billboard Ad
 Mobile Billboard Ad

Mobile Billboard Advertising:

 Item: Mobile Billboard

 Media: BRTC Volvo double Decker Bus
 Quantity: 20 Nos. of Buses
 Space/Bus:790sft (Left, Right, Back and Front without Glasses) per Volvo.
 Route:
R-1 Motijheel-Gulshan-Paltan-Press Club-Shahbag-Farmgate-Mohakhali-Banani-Khilkhet-
Airport-Uttara-Tongi (Abdullahpur).

R-2 Motijheel-Gulshan-Paltan-Press Club-Shahbag-Farmgate-Shewrapara-Kazipara-

Mirpur#10,#11,#12

 Running Hour:00to 24.00 Hours Daily.

 Price:2,75,000 per Bus
 Period: One year from the date of getting delivery assurance letter of Akij group.
 Delivery terms: Delivery accepted upon proper and satisfactory quality display after
with delivery assurance letter.
 Renewal: As per the mutual consent after the contractual period.
 Advertisement: All Products of Akij Group can display as per the management decision.
 Payment mode: 80% in advance by A/C pay Cheque with WO & 20% after one year
with final which will be retained as a security deposit.
 VAT & Tax: Excluded from the said rate (Payable by the AKU GROUP)
 Maintenance: All kind of repair will be done by another company.
 Payment adjustment: If the maintenance period delayed or display disrupted due to any
kind of body destruction, the entire destruction of Buses of Retained in Garage as out of
order, the bill will be curtailed/adjusted for the period of disruption/days proportionately
from the final payment.

Sales promotion:

 Mojo Hatenate: A game show was conducted with those people who have mojo in hand
on the road. A gift pack was provided to them.
 A 250 ml mojo is free with a 1-liter mojo.
 Quantity discount is provided.

Online Advertising:

They do not use any online Advertising.

Advertising Budget:

They use The Task Objective Method for determining advertising budget.

 They determine the Advertising Budget to reach the specific goals they have outlined for
the advertising campaign.
 This is especially effective because they are starting out
 They are trying to grow rapidly
 Their advertising campaign strategies call for heavy spending upfront in order to win
long-term customers.