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prominent and leading business houses in Bangladesh. The official inauguration of that concern started in the beginning of 2007. From the beginning AFBL launched two new carbonated soft drinks clemon and farm fresh UHT pure milk products in the market. AFBL has successfully come up with a variety of its products like carbonated soft drinks mojo, lemu speed energy drink, cheeky monkey snakes and spa drinking water. The main marketing policy of the company is they use to undertake huge advertisement and promotional activities to create brand awareness and product positioning among the mindset of the target customers. Not only that AFBL started to change the concept of advertisement of soft drinks too by using new creative and concepts. And they were successful in terms of market share and positioning in the competitive soft drinks market of Bangladesh. By using the reputation and market demand, Akij Food and Beverage Limited lunched a new category of soft drinks that is natural pure fruit juice under the Brand name of “Frutika” in August 2008. They targeted the holy month of Ramadan to launch the new product into the market. In that time they also undertake a huge advertisement and promotional campaign following their previous concept Mojo and Lemo. The used different Medias to draw the attention of the consumers like:
Press Advertisement (News paper & Magazines). Television Commercial (National & Cable TVs). Radio Advertisement (BD
Radio & Private radio stations).
Outdoor Advertisement (Billboards, Pestering, Neon sign etc). Mobile Campaign (Road shows). Moving Advertisements (Advertisements on vehicles). Public Relations (Sponsoring & arranging Spot game shows).
Sales Promotion (Sampling, Gift and scratch card offer) etc.
Basically they used all the elements of marketing communication tools to create awareness and position their Brand. And they were successful enough to draw the positive attention of the customers. At present they are offering three flavor of Frutika like Mango, Orange and Grapes. In all of the cases they offer in two sizes of pack that are 250ml (at taka 25) and 1000ml (at taka 70) plastic bottle. In our report we worked to identify the “Impact of promotional activities to create product appeal among the target customers”. So to accomplish our objectives we have undertaken a field survey on the customers and as well as the retailer of Frutika to know the impact of Advertisement and promotional activities to create fascination towards the product stimulates the secondary sales. That is why we made two different questionnaires for the Customers and the Retailers to collect information from the respondents. At the same time we also undertaken as exploratory research on the other existing juice brands available in the country to make a comparison and contrast between Frutika and them. After collecting all the related information and data analysis, we found that the advertisement and promotional activities were very much successful to create brand awareness and product appeal among the target customers. But it is found that comparing with the other existing brand, price of Frutika is premium about 25-30% more. So the customers are not satisfied about this issue. More over there is another vital point to be noted that Frutika if offering only three flavor (mango, orange and grape) and providing only in two pack sizes (250ml and 1000ml plastic bottle rater any other sizes and foil pack). That is why customers are not feeling convenient while purchasing Frutika fruit juices.
changing customer attitudes and values. Changes in the external environment will create opportunities or threats in the market place Akij Beverage Limited must be aware off. a whole economy. and demographic patterns heavily influence the success of Akij Beverage Limited products on the market and the reception they receive from the consumers. External Business Environment The External business environment and its influences are usually powerful forces that can affect a whole industry and. The main attributes in the internal environment include efficiency in the production process. It is vital that Akij Beverage Limited carefully monitor both the internal and external aspects regarding it’s business as both the internal and external environment and their respective influences will be decisive traits in relation to Coke’s success and survival in the soft drink industry. through management skills and effective communication channels. . Akij Beverage Limited must conduct continual appraisals of the business’s operations and readily act upon any factors. which cause inefficiencies in any phase of the production and consumer process. Fluctuations in the economy.Situation Analysis Market Analysis: The market analysis investigates both the internal and external business environment. Internal Business Environment The internal business environment and its influence is that which is to some extent within the business’s control. in fact. To effectively control and monitor the internal business environment.
hats. Akij Beverage Limited is no exception. its main source of revenue is the sale of concentrate to its bottlers. Weaknesses: Weaknesses for any business need to be both minimized and monitored in order to effectively achieve productivity and efficiency in their business’s activities. Additionally. This extremely recognizable branding is one of Akij Beverage Limited greatest strengths. and collectible memorabilia.and then using this and external research data to set out the Opportunities and Threats that exist. SWOT analysis is a technique much used in much general management as well as marketing scenarios. Strengths: Akij Beverage Limited has been a complex part of world culture for a very long time. yet powerful symbol of quality and enjoyment". "Enjoyed more than 685 thousand times a day around Bangladesh Akij Beverage Limited stands as a simple. The product's image is loaded with over-romanticizing. Akij Beverage Limited bottling system is one of their greatest strengths. Akij Beverage Limited has recently reported some "declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power. The Akij Beverage Limited image is displayed on T-shirts.its Strengths and Weakness. and this is an image many people have taken deeply to heart. Because Coke does not have outright ownership of its bottling network. "In ." According to an article in Fortune magazine. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Akij Beverage Limited Company. It allows them to conduct business on a global scale while at the same time maintain a local approach.SWOT Analysis: SWOT stands for Strengths Weakness Opportunities Threats. SWOT consists of examining the current activities of the organization. Although domestic business as well as many international markets are thriving.
Even though CocaCola and Pepsi control nearly 40% of the entire beverage market. milk. The threat of substitutes. juices. It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. but consumers are not necessarily married to it. the threat of new viable competitors in the carbonated soft drink industry is not very substantial. both Coke and Pepsi have already diversified into these markets.scary because while Japan generates around 5% of worldwide volume. The rivalry between Pepsi and Coke has produce a very slow . and Japan account for about 35% of Coke's volume and none of these markets are performing to expectation. diverse area. The primary concern over the past few years has been to get this name brand to be even better known. it contributes three times as much to profits. however. the public has tended not to be affected by new products. This strategy gives Coke the opportunity to service a large geographic. Latin America. Coca-Cola's brand name is known well throughout 94% of the world today. the changing health-consciousness of the market could have a serious affect. Southeast Asia. Consumer buying power also represents a key threat in the industry. Being addicted to Coca-Cola also is a health problem. Opportunities: Brand recognition is the significant factor affecting Coke's competitive position. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea. but in general.. because drinking of Coca-Cola daily has an effect on your body after few years. Packaging changes have also affected sales and industry positioning. is a very real threat. Of course. coffee. unit case sales fell 3% in the second quarter [of 2010]. The soft drink industry is very strong. Coca-Cola on the other side has effects on the teeth which is an issue for health care. allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market. and hot chocolate. Threats: Currently.Japan. Coca-Cola's bottling system also allows the company to take advantage of infinite growth opportunities around the world..
consumers can easily switch to other beverages with little cost or consequence.moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competition. . Furthermore.
Coca-Cola is currently in the maturity stage. So in the commercial market place products and services are created. Furthermore. To be able to market its product properly. loyal group of stable customers. For e. In foreign markets the product life cycle is in more of a growth trend Coke's advantage in this area is mainly due to its establishment strong branding and it is now able to use this area of stable profitability to subsidize the domestic Cola Wars. cost management. in the long term all the existing products and services are dead. the replacement of sierra by the Ford Mondeo and the replacement of the old Mondeo by the new Mondeo in 2001. a business must be aware of the product life cycle of its product. matures and dies. Introduction. product differentiation and marketing have become more important as growth slows and market share becomes the key determinant of profitability.Replacement of Ford Cortina ( a highly successful car) by Ford Sierra. Growth.Product Life cycle: When referring to each and every product or service ever placed before the consumer i. The standard product life cycle tends to have five phases: Development.g.:. . which is evidenced primarily by the fact that they have a large. Maturity and Decline. launched and withdrawn in a process known as Product Life Cycle. So every product is born.e. grows.
State when you will achieve the objective (within a month? By February 2012) 1.Be precise about what you are going to achieve Measurable . Objectives should seek to answer the question 'where do we want to go?’ The purposes of objectives include: -> To enable a company to control its marketing plan. -> To help to motivate individuals and teams to reach a common goal. Specific .Marketing Objectives The objective is the starting point of the marketing plan. Measurable. machines. Specific. Achievable. -> To provide an agreed. materials. consistent focus for all functions of an organization.e. Promotional Objectives To increase awareness of the product on the market. Profitability Objectives: To achieve a 20% return on capital employed by August 2012 3.Do you have the resource to make the objective happen (men. . Realistic. All objectives should be SMART i. 2. and minutes)? Timed . 4. Objectives for Survival To survive the current market war between competitors.Are you attempting too much? Realistic . money.Quantify you objectives Achievable . and Timed. Market Share Objectives: To gain 60% of the market for soft drinks industry by September 2012.
.5. Objectives for Growth To increase the size of the worldwide Coca Cola enterprise by 10%.
The target market is where Coca Cola focuses its marketing efforts as it feels this is where it will be most productive and successful. attention turns to the target market. fanta the average human. iced tea etc. Each group of beverages satisfies a particular group of people but majority the average human. ranging from the healthy diet consciousness through Diet Coke to the average human through its best selling drink regular Coke. regular coke. coffee. The soft drink market is very large. The target market is the group of customers on whom the business focuses attention. This market is relatively large and is open to both genders. Most Coke products satisfy all age groups as it is proven that most people of different age groups consume the Coca Cola product. and the marketing objectives determined. There are four broad ways which Coca Cola can segment its market: -> Mass marketing -> Concentrated marketing -> Differentiated marketing -> Niche marketing The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfies’s a range of different markets. Diet coke satisfy’s the weight consciousness. . sprite.Selecting Target Market Once the situation analysis is complete. thereby allowing greater product diversification. and the business cannot be “all things to all people”. The target market for Coca cola is very wide as it satisfy’s the needs for many different consumers. so it must choose which market segments have the greatest potential.
Consumers will buy the coke product because of the high standards and high quality of the Coca Cola products. Businesses must think about products on three different levels. But the word product means much more than just physical goods. the augmented level is very limited. Product: Many Products are physical objects that you can own and take home. such as holidays or a movie. which deliver the core product. But Coca Cola do offer a help line and complaint phone service for customers who are not satisfied with the product or wish to give feedback on the products. Since soft drinks are a consumable good. The marketing mix refers to the combination of the four factors (price. . product also refers to services.Developing the Marketing Mix The marketing mix is probably the most crucial stage of the marketing planning process. product. The most successful businesses have continually monitored and changed their marketing mix due to respective internal and external factors and have monitored the external business environment in order to maximize their marketing mix components. where you enjoy the benefits without owning the result of the service. which are the core product. This is where the marketing tactics for each product are determined. In this step of the marketing planning process. the actual product and the augmented product. and place) that make up the core of a business’s marketing strategy. The core product is what the consumer is actually buying and the benefits it gives. The actual product is the parts and features. Coca Cola customers are buying a wide range of soft drinks. marketing mix must be designed to satisfy the wants of target markets and achieve the marketing objectives. promotion. In marketing. The augmented product is the extra consumer benefits and services provided to customers.
recognized by 94% of the world's population and is the most widely recognized word after "OK". developed a clear picture of its target market and defined its product. the image the product holds in the mind of consumers. Coca Cola’s red and white colours and special writing are all examples of world-wide trademarks. Positioning is the process of creating. resulting in world wide recognition. Coca Cola utilizes the Individual brand strategy as Coca Cola’s major products are given their own . Family brand strategy. Manufacturer’s brand strategy. Coca Cola has been positioned based on the process of positioning by direct comparison and have positioned their products to benefit their target market. relative to competing products. thus evident through the famous battles between Coca-Cola and Pepsi products. although Franklins may try to compete they will still be seen as down market from Coca Cola. Most people create an image of a product by comparing it to another product. There are a number of branding strategies: Generic brand strategy. Positioning helps customers understand what is unique about the products when compared with the competition. Coca Cola plan to further create positions that will give their products the greatest advantage in their target markets. Coca Cola and Franklins both make soft drinks.Positioning Once a business has decided which segments of the market it will compete in. the positioning strategy can be developed. Companies such as Nike and Adidas spend large amounts of money trying to win consumers away from their competitors who make products that are very similar. Over the time Coca Cola has spent millions of dollars developing and promoting their brand name. Individual brand strategy. Branding It is often hard to say exactly why we buy one company’s product over another. The popularity of the brand is often the deciding factor. 'Coca-Cola' is the most recognized trademark. Private brand strategy and Hybrid brand strategy.
Price: Price is a very important part of the marketing mix as it can effect both the supply and demand for Coca Cola.g Fanta. Long before a sale was ever made Coca Cola had developed a forecast of consumer demand at different prices which inevitably determined whether or not the product came on the market. it promotes the product and distinguishes it from the competition.brand names e. The price of Coca Cola’s products is one of the most important factors in a customer’s decision to buy. while it sits in the shelf and during use by consumers. in order to effectively achieve a stable balance between sales and covering the production costs. Coca-Cola has benefited from packaging the product with incentives and endorsements on the labeling as a promotional strategy to increase its volume of sales and revenue. Packaging Packaging. Price will often be the difference that will push a customer to buy our product over another. Packaging protects the product during transportation. Coca Cola etc although they maybe presented as different lines they operate under the name of Coca Cola. Sprite. is still an important factor to examine in the marketing mix. which is not as highly perceived by businesses. Packaging can allow the business to design promotional schemes. as long as most things are fairly similar. For this reason pricing policies need to be designed with consumers and external influences in mind. as well as the allocation of adequate money and resources to produce promote and distribute he product. Businesses have to set a price that is attractive to their customers and provides the business with a good level of profit. . which can generate extra revenue and advertisements. Price strategies are important to Coca Cola because the price determines the amount of sales and profit per unit sold.
Over the years Coca Cola has used Penetration Pricing as a way of grabbing a foothold in the market and won a market share.Pricing Strategies and Tactics The pricing Strategy a business will use will have to focus on achieving the marketing plan’s objectives and support the positioning of the product. thus the case currently with Coke. If the price is too high. Leader follower pricing occurs when there is one quite powerful business in the market which is thought to be the market leader. There has been a fierce pricing rivalry between Coca Cola and Pepsi products as each company competes for customer recognition and satisfaction. Market based pricing and Competition based Pricing. Till now it appears as if Coke has come up on top. and what they perceive as good quality. Pricing Methods Good pricing decisions are based on an analysis of what target customers expect to pay. Penetration pricing. Once customer loyalty is established as seen with Coca Cola it is then able to slowly raise the price of its product. the firm can lose money and go out of business. Price Points and Discounts. Pricing methods include: Cost based Pricing. If the price is too low. The business will tend to have a larger market share. There are 5 strategies available to business: Market skimming pricing. Over the years Coca has lost ground here in it’s pricing but has regained its strength as it employed the Competition-based pricing method which allowed it to compete more effectively in the soft drink market. loyal customers and some technological edge. it was first the follower but through effective . Loss leaders. consumers will spend their money on other goods and services. and take external factors such as economic conditions and competitors in to account. although in order to gain long term profits Coke had to sacrifice short term profits where in some cases it either went under of just broke even. It’s product penetrated the marketplace. but as seen it has been all for the best.
having the right product at the right place in the right place at the right time may still not be enough to be successful. radio. Promotion: In today’s competitive environment. Survival in the market place. Effective communication with the target market is essential for the success of the product and business. it is the most effective way of reminding and exposing potential customers to Coca Cola Products.management has now become the leader of the market and is working towards achieving the marketing objectives of the Coca Cola. The distribution of products starts with the producer and ends with the consumer. Above the line promotions refers to mainstream media: Advertising through common media such as television. sales promotion and public relations that it uses in its marketing plan. advertising. radio and magazines.the ways of getting the product to the market. Place and Distribution: The place P of the marketing mix refers to distribution of the product. These activities are an effective way of getting people to give your product a go. own 60 % of market share by 2012. and billboards and in newspapers and magazines. The promotional mix is the combination of personal selling. . Coca Cola also utilizes below the line promotions such as contests. or buy more of an old product. Although advertising is usually very expensive. Coca Cola has used this as the main form of promotion for extensive range of products. Promotion is also used to persuade the customers to try a new product. increase further awareness of product and a return on 20% on capital employed for August 2012. Because most of the target is most likely to be exposed to media such as television. coupons. Promotion is the p of the marketing mix designed to inform the marketplace about who you are. and free samples. how good your product is and where they can buy it. transport.
The lead times required. as this is inefficient business functioning and is portrays a flawed image of the product and overall business. order processing. as the choice will determine sales levels and costs. From supermarkets to service stations to your local corner shop. Physical Distribution Issues Coca Cola needs to consider a number of issues relating to the physical distribution of its soft drink products. delivery to selling centers). The choice for a distribution channel for any business depends on numerous factors. materials handling. Order Processing Coca Cola cannot delay their processes for consumer deliveries (i. selective. anywhere you go you will find the Coca Cola products.e. inventory control. The costs associated with transport. Selecting the most appropriate distribution channel is important.One key element of the “Place/Distribution” aspect is the respective distribution channels that Coca Cola has elected to transport and sells its product. There are four types of distribution strategies that Coca Cola could have chosen from. transportation. The type of product being transported. It is apparent from the popularity of the Coca Cola’s product on the market that the business in the past used the method of intensive distribution as the product is available at every possible outlet. exclusive and direct distribution. The five components of physical distribution are. Coca Cola must further try to balance their operations with more efficient distribution channels. and. these include: • • • • How far away the customers are. these are: intensive. . warehousing.
road or water depends on the market (i. distribution from storage facilities. rail. then Coca Cola has benefited from purchasing or renting respective machinery. When holding products. Materials handling This deals with physically handling the product and using machinery such as forklifts and conveyor belts. Inventory control is another important aspect of distribution as inventory makes up a large percentage of businesses assets. . etc…). Transportation Transporting Coca Cola products is the one most important components of physical distribution.warehousing of Coca Cola products is necessary.e. Electing either to transport the sports drink by air. Jackson’s must remember though that there are factors involved with inventory control that can hinder the products sales and customer perceptions (hazards. Choosing the correct and desired inventory measure that Jackson’s sees as most effective is vital. or domestic?) and depends on the associated costs. The most beneficial transportation method for Coca Cola would be ROAD if the product were moved around from storage to the cost centers. global.Warehousing and inventory control.
product development costs. Production needs to be on time and meet the quota demanded from wholesalers. The marketing needs to be motivated and knowledgeable about the product. For its further success. This will ensure the success of the product in the stores. Monitoring and Controlling Financial Forecasts Financial forecasts are predictions of future events relating strictly to expected costs and revenue costs for future years. There are five major marketing expenditures. Distribution of the product must be efficient. Successful implementation depends on how well the business blends its people. Once these costs and revenues are forecasted. which include research costs. This involves estimates from individual salespeople to sell to work out a total for the whole business. Coca Cola must impose several key changes. This problem has already been taken care of with convenient transport routes to commercial areas and transport already being arranged. . The forms of promotion such as advertising must be attracting and enticing to the target market to get the greatest amount of exposure possible for the product. management can then decide which combination of marketing mix strategies will deliver the most sales revenue at the lowest cost. Implementing Implementation is the process of turning plans into actions. product costs. It must also be efficient so as not to build inventory stocks and inventory prices. Sales force composite is the most logical method in forecasting revenue. and involves all the activities that put the marketing plan to work. organizational structure and company culture into a cohesive program that supports the marketing plan.Implementing. promotion costs and distribution costs.
Sellers of Coca Cola products vary from major retail supermarkets to small corner stores.Monitoring and Controlling Monitoring and controlling allows the business to check for variance in the budget and actual. Market Share Analysis Market share analysis compares Coca Cola’s business sales performance with that of its competitors. . they aim to regain an iron fist control of the market. such as the need for a different product. sales territories. Comparing these results with actual results gives the business an idea on when to change. market segments and sales people. ii. There are three tools Coca Cola should use to monitor the marketing plan. iii. Coca Cola looks to increase its market share by over 60%. advertising to sales and sales representatives to sales. There are three ratios to monitor marketing profitability. They are the following: i. This is important because it allows Coca Cola to take the necessary actions to meet the marketing objectives. Marketing Profitability Analysis This analysis looks at the cost side of marketing and the profitability of products. With the changes Coca Cola is currently undergoing. Sales Analysis The sales analysis breaks down total business sales by market segments to identify strengths and weaknesses in the different areas of sales. Target market various age groups and lifestyles from high school students too universities. and male or female. they are market research to sales. This gives the products maximum exposure to customers at their convenience. The results of these three tools can help Coca Cola determine any emerging trends.
->Casual Research is used to test a hypothesis about a cause and effect relationship. There are 3 types of information a business can gather to solve its problems. Coca Cola through its market research has addressed all three types of research to define the problem raised by shareholders and gathered information to serve their needs. Market Research When attempting to implement a new Marketing plan a business must address its target market and conduct the relevant information to insure the new marketing plan both differs from the old and is better for the business. ->Exploratory Research which clarifies the problem and searches for ways to address it. ->Descriptive Research is used to measure and describe things like the market potential for a product and characteristics of the target market.iv. When conducting market research a business must first define the problem and then gather the appropriate information to solve the problem. .
Economic factors: Such as Disposable income and discretionary income. family and reference groups influence the consumer’s behavior towards a product. lifestyle. Socio-culture factors Economic factors and Government Factors. personality and self concept.Factors Influencing Consumer Choice When making decisions on products a business must look at factors that influence consumer choice such as psychological factors. learning. and attitudes influence the consumer’s behavior towards a product and Coca Cola has addressed this issue by introducing Diet Coke to satisfy different lifestyles. subculture. Coca Cola has addressed this side of the influence by maintaining a low price on the price of its products. inflation. Psychological Factors: Such as motivation. interest rates all influence consumer spending and choice. Socio-cultural factors: Such as culture. Government Factors: Such as new regulations. socio-economic status. perception. .
. It has not been long since Akij group brought out Mojo and Lemu. But the company needs to be more concerned about society and environment. Akij Group growth is day by day increase and it Coverage: Around 90% of Bangladesh based on the Annual Report-2008. which delivers the promise of no preservatives.Conclusion Akij Group is one of the fastest business conglomerates in Bangladesh. The matter is under our active consideration and will hopefully soon mature. Foreign investors have shown keen interest in joining with us for joint ventures. The Group has been operating a sizeable orphanage free of charge in district town. The projects are already in pipeline. Akij Group is also involved in socio-cultural activities. They have already gained huge popularity.The Group has plans for setting up more projects. Because have the resources necessary to solve the social problems as many business organizations often have surplus revenues. We made an inquiry regarding customers find solution for meeting the need of lemon flavored clear carbonated beverage within Clemon’s target range the percentage is very good. This will also help the nation's economy growth and will create job opportunities to various professionals. The recent success of Akij group is Frutika. The hospital is being operated as a non-profitable concern.The company of Akij Food and Beverage has a product line of almost all the types of drink and snacks. Because Industries are most responsible for pollution that could occur harm for environment. And AFBL also need to be involved with more social event. The Group has also acquired a modern mother & children hospital previously owned by Save the Children (UK).
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