1.0 Introduction
In this report we have studied five beverage company profiles. They supply different kinds of soft drinks, different, taste, color, flavor such as cola lemon and the like. To compare the data among these three groups we have used here our view point, personal experience. We have collected this data from our neighbors, family members. In this report three beverage companies are Akij group, global beverage, Partex beverage. There is lot of things to compare among them but we can compare among their market segmentation such as age, occupation, gender their current market positioning and the like.
2.0 company profile (Mojo)
2.1 Vision
Any company’s vision is actually the dream to which the company always strives to reach where it may become possible or not. Here it is also not apart for Akij Group. Expanding the business in the abroad fully and becoming one of the market leaders internationally- this company thinks in this way as a part of their vision.
2.2 Mission
The mission of Akij Group is to be the market leader by 2009 through their best effort, suitable and competitive marketing strategy and the consumers support. Now they are in the position of challenger and their vision focuses on those missions, goals and objectives which will make them able to be the leader from the challenger to the leader in the market.
2.3 Goal
The company’s goal is to maximizing the market share in their every categorized business including Akij Food & Beverage Ltd, Akij Cement Company Ltd, Dhaka Tobacco Industries, Akij Textile Mills Ltd and Akij Particle Board Mills Ltd.
2.4 Objective
The objective of Akij Group is to provide the quality products and services in such a form that the customers demand.
2.5 Strategy
The company always believes in pull strategy rather than push strategy. They first of all find out the customers demand about how, when, where, and what type of product ad services they want. Then according to that they provide their services at the right place and in the right time.
2.6 Outline of Akij Group
History of Akij Group stretches back to later part of the forties. In its infancy, the Group started in humble way with jute trading which was known as the golden fiber of the country, earning highest amount of foreign exchange. Akij Group’s ceaseless efforts with dynamic management and support from our numerous clients have led our Group in diversifying its business activities. In the second phase, the Group went into manufacturing handmade cigarettes popularly known as bides. 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 are 15 units of industries under its umbrella like cigarettes, handmade cigarettes, printing & packaging, textiles, hand board, pharmaceutical, leather processing and real-estate business are in operation, catering jobs for more that 32,000 people in various categories. The Group has plans for setting up more projects. The projects are already in pipeline. Foreign investors have shown keen interest in joining with us for joint ventures. The matter is under our active consideration and will hopefully soon mature. This will also help the nation’s economy growth and will create job opportunities to various professionals.
Akij Group is also involved in sociocultural activities. The Group has been operating a sizable orphanage free of charge in district town. The Group has also acquired a modern mother & children hospital previously owned by Save the Children (UK). The hospital is being operated as a non-profitable concern by Ad-Din Welfare Trust.
Composition of Akij Group of Companies Ltd.
2.6.1 Akij Food & Beverage Ltd.
Akij Food & Beverage Ltd. has been established at a beautiful site Krishnapura, Dhamrai of Dhaka. It has come with the best food & beverage in Bangladesh. There are various types of drink. MOJO is the brand name of cola, Lemu is the brand name of Lemon and Speed is the brand name of energy drink. Immediately after the introduction of the brand it became very popular among its consumer because of the high quality and intensive distribution in every nook and corner of the country.
Cheecky Monkey is the brand name of banana chips produced from this factory. It also is becoming popular chips in Bangladesh. Most of our Raw materials come from various foreign countries. The quality is very strictly controlled. At every stage, non standard products are rejected.
2.7 Government Honors for Export
For outstanding performance in export, the company achieved “The National Export Trophy-2001 (Gold)” for Navy Special Filter Cigarette export and “The National Export Trophy (Silver)” for hand made cigarette (popularly known as bidi) export as well as a pioneer employment provider with employment strength of 60,000 staff and officer in different categories.
2.8 Marketing
Government ban on tobacco and anti tobacco campaign has induced our marketing team to become innovative in their marketing strategies. Marketing operations at Akij Corporation Ltd. includes a range of activities like Brand Management, Trade Marketing and Distribution and Marketing Research.
2.9 Human Resource
The Human Resource department is responsible for developing and sustaining a workforce for Akij Corporation Ltd. There is separate Human Resource department wing for Akij Corporation Ltd for running day to day administrative work of Marketing Department.
2.10 Get in touch with Akij Group of Companies:
Akij Chamber
73, Dilkusha Commercial Area
Dhaka – 1000, Bangladesh
Phone 🙁 +880-2)9563008-9, 7169017-8
Fax 🙁 +880-2)9564519
e-mail:info@akij.net
3.0 Profile of the Segmentation And Target Market
3.1 Segmentation:
Akij group has segmented according to the homogenous segmentation where the consumers represent the same type of demographical, psycho graphical, cultural and social factors. Their attitude, status and lifestyle focuses on same perspective. According to the following factors the segmentation of MOJO has been done-
3.1.1 Age
MOJO’s primary target was only the young generation where the age may vary from 16-27. But it is not limited within this age. It has also spread out among the children noticeably as well as the people above 27 years.
3.1.2 Gender
Both young boys and girls are the target market for the MOJO. It is not specially made for any particular gender what actually happens for any type of cola drink.
3.1.3 Occupation
Occupation is not clearly defined for the target market of MOJO; however where the age varies within the young generation as well as children so it can easily be understood that most of them will be whether student or doing any job or business.
3.1.4 Income
Actually MOJO has emphasized on the lifestyle and behavior of consumers more rather than the income. They think that it is really affordable to buy a MOJO (especially 250 ml) for their target market where their income is minimum 5000 and for the students it may be less than that.
3.1.5 Location
Almost all the places of urban and rural area are under the MOJO’s distribution. Especially in each and every part of the Dhaka and Chittagong city MOJO is available. The company has emphasized on Dhaka where more than half of total sales (52%) comes from only Dhaka.
3.1.6 Social Class
MOJO is targeted for the upper part of the lower class, middle class, upper middle class, and lower part of the upper class of the society.
3.1.7 Lifestyle
The targeted market of MOJO is basically young generation who like gossiping, chatting, hanging with friends, making fun, watching movies, listening music.
MOJO has also focused on their customer’s lifestyle in product, advertising and packaging.
3.1.8 Personality
The customers of the MOJO are mostly action oriented people which include especially the experiencers. It also focuses the personality of the status oriented people including achievers and strivers.
3.2 Target Market:
Cola drinks usually follow an undifferentiated marketing strategy to target their consumer. Keeping this fact in mind, we conducted a sample survey by selecting random sample from different places. The following discussion will attempt to analyze the profile of the target market based on the sample group.
3.2.1 Age
Age is the major determinants in targeting the consumers. MOJO reflects the Bangladeshi culture and it represents youth. From my survey, I have found that MOJO is most preferred in the age group between 20-25 years (85% of 100). Moreover, the least MOJO preference comes from two age groups: 25-3and 35-45 years, about 1%.
Figure 2: Age distribution of target customer
3.2.2 Sex
Beverage is used for thirst-quenching purpose and this product is gender neutral, meaning there is no such kind of obligation to consume the product for male or female. However, from our survey outcome, we have found that 71% of the consumers are male and 29% are female from 100. All the respondents are from urban location.
Figure 3: Gender distribution of target customer
3.2.3 Occupation & Income
Consumers’ purchasing pattern, lifestyle and status largely depend on their occupation and average monthly income of the family. The social class of the target respondents was determined by their income or taking from family. MOJO is a low involvement product and it is good enough to consume by upper and middle class. From the survey respondents, students are the most who purchase MOJO and their income level is less than 5000 taka. Business people, private service personnel and other earning people consume less amount of MOJO although their income is comparatively high than the students.
Figure 4: Occupation diversity of target custom
4.0 POSITIONING STRATEGY
The term positioning refers to placing a brand in that part of the market where it will receive a favorable reception compared to competing products. My report is on “MOJO” cola and we have kept this name out of the selection criteria. The motive was to see whether people recommend MOJO or not.
Figure 16: MOJO’s position in target customers’ mind
5.0 Product profile
5.1 Product: MOJO Cola
It has been a long time that Akij Food & Beverage Ltd. has been established at a beautiful site Krishnapura, Dhamrai of Dhaka. It has come with the best food & beverage in Bangladesh. Among its beverages (Lemu, Speed & MOJO); MOJO is the most popular drink among the young people as well as the children for its fantastic packaging, TVC and good taste.
It’s Inside “U”
MOJO was launched on 14th April, 2005 at Pohela Baishakh. Introduction of the brand MOJO became very popular among its consumer because of the high quality and intensive distribution in every nook and corner of the country.
MOJO focuses on mainly young people who like the enjoyment and fun. The word “MOJO” has come from the word “Moja” (tasty). From the very beginning of its launching the company has provided subsequent and continuous heavy advertisement through different mess media. It has also given free samples to the target market. It also did an exclusive road show and their exposing to the customers during the Trade Fair 2006 was very much gorgeous. As a part of its success it can be mentioned here that during this recent year the company earned 54 crore only selling the MOJO where 52% of total sale has been made in Dhaka city. That means it has been very much popular in Dhaka city than any other division.
The product MOJO cola has come with the following variations in the market-
- 250 ml bottle
- 500 ml bottle
- 1000 ml or 1 liter bottle
- 150 ml can
The MOJO Cola has been made with a proper technology. So there is no chance to occur fluctuation in taste. The cola drinks contain a very strong taste which can compete with the market leader Coca-Cola and RC cola. As a member of the Akij Food & Beverage, MOJO is manufactured in the factory which is situated in Krishnapura, Dhamrai, and Dhaka, Bangladesh. The beautiful and colorful packaging of MOJO attracts the customer. It consists of red, white, black, blue, yellow, and green and so on. It includes some everyday aspects of our day-to-day life such as rickshaw, truck are plying on the road, building, football, cricket ball, cell phone, antenna, electric wear, a boy with a guitar. The size of bottle (specially the 250 ml) and can is handy which the customers like most. The packaging also includes the ingredients of MOJO. The word MOJO has been written in both English and Arabic.
The pay off line for MOJO is “It’s inside u”.
The ingredients that are used to make the MOJO are-
—Refined Sugar,
—Carbon Dioxide,
—Natural Flavor,
—Caramel Color,
—Acidulate,
—Caffeine etc.
Nutrition facts per 100 ml are –
· Energy = 43 k cl.
· Fat = 0.00 gm
· Protein = 0.00 gm
· Carbohydrate = 10.5 gm
6.0 PROMOTIONAL ACTIVITIES
To establish a product in market companies need to promote their product in front of the target customer. Now a day advertisement has become the war field for the marketers. MOJO cola is also trying to fight with their competitors in the field of advertisement. Nevertheless, we all know that good advertisement is necessary to establish a product. Catchy advertisement can ensure the success in the battlefield. After launching MOJO cola trying to establish itself in the market and some of the cases they succeed. Now we try to show how MOJO concentrating on their promotional activities.
The MOJO Cola has been targeted for the young generation is designed for fun loving young adults.
- Television,
- Newspaper,
- Radio Today & Radio Furti,
- Poster, shop signs & Billboards,
- Street/road Show & Concerts – all are used for promotion of MOJO,
- Sponsorship of different special event such as reunion,
- Free sampling of MOJO has been done in many Universities as operant conditioning to motivate the people to make the second purchase.
MOJO has also gone for an innovative idea during this Cricket World Cup Cricket. They have also made the world’s largest cricket bat (70 feet), which has created a big attraction of the target customers.
6.1 current Promotional Scenario OF MOJO
In our country, marketers do promotional activities through billboards, TV ads, sponsorship, newspaper ads, sales promotion, point of purchase ads and distribution. In few of the cases, MOJO cola is ahead of the competitors and in few cases, they are not up to the mark. At first, we will describe the cases where MOJO cola is still behind their competitors, what they are doing, and what will change their environment.
6.2 Suggestive Promotional Tools
6.2.1 Billboards
In this case, MOJO cola is still beside of their competitors. We can find out that the percentage of MOJO cola’s billboard ads are very little with compared to their competitors. Around the country, they failed to bring their concentration on it for this there is little awareness among the people.
As an example in Dhaka city, MOJO cola placed their billboards in some places where it is very tough to attention of the target customers.
6.2.2 Newspaper Ads
The number of paper ads should have to be increased. Otherwise, they cannot make mass people aware about their product. It should also contain high imagery, relevant with product MOJO cola.
| Newspaper Ad
Operant Conditioning Encouraging the target customer to participate and win some attractive prizes by consuming MOJO. This partial consumption can lead to a permanent change in behavior in future |
6.2.3 TVCs
The frequencies of the TV ads have to be increased. People who watch TV regularly are seeking for innovative things made by the marketers. They pretty much bored with the traditional ads. So if MOJO cola bring new thing with their ads them it will be a turning point for their sale. People will get more interest in their product and as a result, they can be the loyal customer of this product.
So TV ads should be brought with a new format, with more new things so that it can catch the target aspect with the new one.
| Example # 1
Snap Shot from MOJO’s TVC Classical Conditioning As cricket generate a positive response to us, associating cricket with MOJO through TVC can increase the chance of generating the same positive response to the brand |
|
| Example # 2
Snap Shot from MOJO’s TVC Classical Conditioning As Bakharkhani (traditional food of Dhaka) generate a positive response to us, associating Bakharkhani with MOJO through TVC can increase the chance of generating the same positive response to the brand |
6.2.4 Sponsorship
Till now MOJO cola make sponsorship of few events like concerts, nabanno utsav, bangla noboborsho etc. they should include cyber café, canteens of university, fast food shop and other places where people goes frequently. By doing so they can be with the target audience and we will find more aware people.
6.2.5 Sales Promotion
They should in for massive sales promotion to attract people from other drinks.
6.2.6 Road Shows
When they first came in the market, they arranged road shows in some prestigious universities in Bangladesh. Frequent road shows can be effective for them. During world cup football and cricket they arranged world cup mania, and if they do so once or twice in a year that will be more helpful for them in the future.
6.2.7 Retailer Store Ads
Most of retail shops use refrigerators supplied by Soft Drink Company. The mail condition the retailer faces that they must keep the corresponding soft drink (which company provides refrigerators) first then they can keep some other thing. These refrigerators are posted in a way that the people can easily recognize their brand. However, MOJO does not have such type of arrangement. For this sometimes, we found that MOJO cola is out of the refrigerators to make space for other drinks.
On the other hand, MOJO sponsors very few of the shop sign of the retail stores, cafeterias, restaurants etc like other brands named Coca-Cola, Pepsi etc.
There is a point to add: there was also a demand-supply disorder at the point of the launching. As a result, it failed to retain the booming demand that occurred due to the successful TVC. Although the product has a moderate demand now a days it is not supplied accordingly. As a result, retailers do not have the product. Sometimes consumers cannot buy it when they want to, due to shortage of supply.
They should supply their own refrigerators to the retailers, so that the drinks can always be kept cool. The supply of drinks should meet up the demands. If they supply less then people will fail to purchase MOJO cola whenever they intend to buy them. Therefore, in this field they need to bring their concentration.
7.0 DISTRIBUTION OF MOJO
The distribution of MOJO is strong enough as it is quite available in every targeted area. To distribute this product the company follows the following distribution channel-
Manufacturer Wholesaler Retailer Consumer
For the product availability the customers can get MOJO at any place when they need it. It is seen that this product has been successful to occupy the refrigerators in the outlets so that is found chilled.
The Distribution Channel Looks Like
Figure: Distribution Channel of MOJO
8.0 PRICING STRATEGY
The three different sizes of MOJO cola have been priced differently.
- 250 ml bottle = 12 tk.
- 500 ml bottle = 20 tk.
- 1 liter bottle = 35 tk.
- 150 ml can = 12 tk.
Here wholesalers take 0.5 -1.5 tk. and retailers take 2.00-2.5 tk as profit. Again comparing to the competitors product, the price is low enough to encourage the target market to shift their brands towards MOJO.
9.0 FUTURE PLAN REGARDING THE STRATEGY
The immediate marketing goals are summarized in the following key objectives:
1. Have a cumulative 1000000 customers base by the end of 2010.
2. Set up a strong distribution channel by careful selection and proper execution of
companies strategies.
3. Provide the most attractive and affordable products and services to the customers.
4. Aggressive market promotion and branding through effective advertisement and
Promotion.
10.0 company profile (RC COLA)
10.1 Vision
Any company’s vision is actually the dream to which the company always strives to reach where it may become possible or not. Here it is also not apart for Partex Group.
10.2 Mission
The mission of Partex Group is to provide value at an economic cost, progress in diversity, and continue to contribute to the growth of industrialization in Bangladesh by being the market challenger.
10.3 Goal
The company’s goal is to maximizing the market share in their every categorized business including Partex Boards & Doors (Star Particle Board Mills), Partex Furniture Industries Ltd, Danish Food Products, Partex Beverage, Partex Plastics, Dhakacom (ISP), Partex Laminates Ltd, Amber Pulp & Paper, Amber Cotton, Trading & Shipping.
10.4 Objective
The objective of Partex Group is to provide the quality products and services in such a form that the customers demand.
10.5 Strategy
The company always believes in pull strategy rather than push strategy. They first of all find out the customers demand about how, when, where, and what type of product ad services they want. Then according to that they provide their services at the right place and in the right time.
10.6 Outline of Partex Beverage
In 1994, Mr. M. A. Hashem, Chairman of Partex Group visited an International Trade Exhibition in the US, where he happened to meet the executives of Royal Crown Cola Co. International. From then on he started conceptualizing the idea of “RC” beverage brand in Bangladesh. With international brand name recognition and quality he expected that it would gain acceptability in the Bangladesh market. When he returned, a wide range of marketing research was carried out by Partex as well as RC International. After positive results, in 1996, the Corporate Head and the Directors formed Partex Beverage Ltd. Mr. Ashfak Aziz (Rubel), one of the pioneers of the concept of RC, was given the position of Managing Director. Funds worth Tk. 10 Crore were raised as part of Equity from the Group. Although registered as a Public Limited Company, no public offerings have been made as yet. The factory was setup in Rajendrapur, 40km away from Dhaka city. The company commenced commercial production on 6th October 1997, and RC was launched in Dhaka on 20th October 1997. This is the story of how Partex Beverage Limited became the sole official bottler of Royal Crown Cola Co. International. Now it has been almost 3 years since then, and a number of new products, in new and innovative packages have been introduced to the market. Partex Beverage has also introduced RC outside Dhaka into unexplored markets. We are proud to say that we have stuck to our mission and are now worth over Taka 80 crore (US$ 16 Million).
| Partex Group |
| Partex Boards & Doors |
| Partex Furniture Industries Ltd
Danish Food Products Partex Beverage Partex Plastics Dhakacom (ISP) Partex Laminates Ltd Amber Pulp & Paper Amber Cotton Trading & Shipping |
Composition of PARTEX Group of Companies Ltd.
10.6.1 Partex Beverage
Royal Crown Company Inc., originally called the Union Bottling Works, was born in Columbus, Ga. in 1905. A young graduate pharmacist, Claud A. Hatcher, began creating his own soft drinks in the basement of his family’s wholesale grocery business. From these humble beginnings, Royal Crown Cola Co. grew to be the third largest soft drink company in America.
At first, the Hatcher Grocery Co. purchased bottled drinks from a local bottler and resold them to its grocery customers. As this part of the business grew, Mr. Hatcher insisted that the bottler pay the company a commission or compensate him in some way for handling the drinks. A dispute arose and Mr. Hatcher concluded that his company had purchased its last case of drinks from an outsider. Henceforth, it would produce and bottle its own drinks under its own labels. The first line of beverages was named Royal Crown, and the first cola drink that he devised was called Chero-Cola. Subsequent generations were to apply the Royal Crown trademark to a cola, and it was to become so important that the corporation would be renamed “Royal Crown Cola Co.” Shortly after the Hatcher Grocery Company decided to engage in the manufacture of soft drinks, its officials organized the wholly owned Union Bottling Works. The manufacture and bottling of soft drink syrups continued within the framework of the Union Bottling Works until 1912, when the newly organized Chero-Cola Co. took over the business and vastly expanded it.
Among the early products were Royal Crown Ginger Ale, Royal Crown Strawberry, Royal Crown Root Beer and Chero-Cola. As the sales of carbonated beverages by the Hatcher Grocery Co. became more important, it was decided to incorporate the Chero-Cola Co. In 1912, a charter was granted by Judge S. Price Gilbert in Muscogee County Superior Court of Columbus. The company was to manufacture a line of syrups and flavour concentrates to be sold to franchised bottlers who bottle and sell these concentrates and syrups under trademarks owned by the Chero-Cola Co.
In April of 1914, Chero-Cola Co. filed application in the United States Patent Office to register its trademark, Chero-Cola. The Coca-Cola Company then instituted a law suit that lasted for more than nine years.
In fact, litigation concerning the use of the company’s trademark continued in one form or another until 1944 when the final victory was won by Royal Crown Cola Co., setting for all times its right to use the word “cola” in the name of its beverages. The years 1914 – 1920 showed steady, but at times, rapid growth in sales. Both profits and company assets increased steadily.
10.7 Get in touch with Partex Beverage:
Corporate Office
Sena Kalyan Bhaban (16th Floor)
195 Motijheel C/A, Dhaka 1000
Bangladesh
Phone: +880.2.955.0555
Fax: +880.2.955.6515
E-mail: mail@partexbeverage.com
Factory
Jangaliapara (Banglabazar)
Bhoui Mirzapur
Joydevpur, Gazipur
Greater Dhaka, Bangladesh
Phone: +880.2.9289080
Phone: +88.0171.600.665
Fax: +88.011.88192450
11.0 Profile of the Segmentation And Target Market
11.1 Segmentation:
Partex group has segmented according to the homogenous segmentation where the consumers represent the same type of demo graphical, psycho graphical, cultural and social factors. Their attitude, status and lifestyle focuses on same perspective. According to the following factors the segmentation of RC Cola has been done.
11.1.1 Age
RC Cola’s primary target was only the young generation where the age may vary from
20-35. But it is not limited within this age. It has also spread out among the children noticeably as well as the people above 35 years.
11.1.2 Gender
Both young boys and girls are the target market for the RC Cola. It is not specially made for any particular gender what actually happens for any type of cola drink.
11.1.3 Occupation
Occupation is not clearly defined for the target market of RC Cola; however where the age varies within the young generation as well as children so it can easily be understood that most of them will be whether student or doing any job or business.
11.1.4 Income
Actually RC Cola has emphasized on the lifestyle and behavior of consumers more rather than the income. They think that it is really affordable to buy a RC Cola (especially 500 ml) for their target market where their income is minimum 5000tk and for the students it may be less than that.
11.1.5 Location
Almost all the places of urban and rural area are under the RC Cola’s distribution. Especially in each and every part of the Dhaka and Chittagong city RC Cola is available.
11.1.6 Social Class
RC Cola is targeted for the upper part of the lower class, middle class, upper middle class, and lower part of the upper class of the society.
11.1.7 Lifestyle
The targeted market of RC Cola is basically young generation who like gossiping, chatting, hanging with friends, making fun, watching movies, listening music. RC Cola has also focused on their customer’s lifestyle in product, advertising and packaging.
11.1.8 Personality
The customers of the RC Cola are mostly action oriented people which include especially the experiencers.
11.2 Target Market:
Cola drinks usually follow an undifferentiated marketing strategy to target their consumer. Keeping this fact in mind, we conducted a sample survey by selecting random sample from different places. The following discussion will attempt to analyze the profile of the target market based on the sample group.
11.2.1 Age
Age is the major determinants in targeting the consumers. RC Cola reflects the Bangladeshi culture and it represents youth. From my survey, I have found that
| Age | Demand |
| 15-25 | 6% |
| 20-25 | 60% |
| 25-35 | 20 |
| 35-45 | 10 |
| Above 45 | 4% |
11.2.2 Sex
Beverage is used for thirst-quenching purpose and this product is gender neutral, meaning there is no such kind of obligation to consume the product for male or female.
| Sex | Demand |
| Male | 73% |
| female | 27% |
11.2.3 Occupation & Income
Consumers’ purchasing pattern, lifestyle and status largely depend on their occupation and average monthly income of the family. The social class of the target respondents was determined by their income or taking from family. RC Cola is a low involvement product and it is good enough to consume by upper and middle class. From respondents, students are the
most who purchase RC Cola and their income level is less than 5000 taka. Business people, private service personnel and other earning people consume less amount of RC Cola although their income is comparatively high than the students.
12.0 POSITIONING STRATEGY
The term positioning refers to placing a brand in that part of the market where it will receive a favorable reception compared to competing products. RC Cola a single brand name gives them benefits to play a dominate role in the core segment. This strategy gives them the flexibility to attract customers for other segments outside its core segments.
| Brand | percent |
| RC Cola | 12% |
| Coca cola | 54% |
| Pepsi | 28% |
| Others | 6% |
13.0 Product profile
13.1 Product: RC Cola
It has been a long time that Partex Beverage has been established at a beautiful site of Dhaka. It has come with the quality food & beverage in Bangladesh. Among its beverages (RC Lemon, RC Orange, RC COLA & Upper 10); RC Cola is the most popular drink among the young people as well as the children for its fantastic packaging, TVC and good taste.
“The Freedom of Choice”
RC Cola was launched on 25th June, 1998 with RC Flavors (RC Cola, Royal Cloudy Lemon, Royal Orange, Upper 10) in 300ml Glass bottle in Greater Chittagong, through 10 distributors. RC Cola focuses on mainly young people who like the enjoyment and fun. The word “RC” has come from the word “Royal Crown Cola”. On 24th August, 1998 Introduction of RC Flavors (RC Cola, Royal Cloudy Lemon, Royal Orange, Upper 10) in
300ml Glass bottle in Greater Noakhali. Four Distributors were mobilized. On 28th October, 1998 just before the closing stages of 1998, after assigning of few new distributors, Partex
Beverage began distributing in Comilla, which added to its penetration in the southern
region. On 26th March, 2000 just before the Asia Cup, which was held in Dhaka, Partex Beverage added a feather to its cup, by launching its own mineral water brand, MUM. It was introduced in food grade PET in two sizes- 0.5 and 1.5 Liter. On 6th April 2002 Partex Beverage launched their products in Sylhet, one of the largest markets in Bangladesh, with the introduction of RC Flavors and MUM in PET. This PBL did by mobilization of distributors of Danish Distribution Network. By this pointing time, Partex Beverage had mobilizing a total of 101 distributors.
The product RC Cola has come with the following variations in the market-
- 250 ml bottle
- 500 ml bottle
- 1000 ml or 1 liter bottle
- 150 ml can
The RC Cola has been made with the latest technology. So there is no chance to occur changeability in taste. The cola drinks contain a very strong taste which can compete with the market leader Coca-Cola and MOJO. As a member of the Partex Beverage, RC Cola is manufactured in the factory which is situated in Joydevpur, Gazipur, Bhoui Mirzapur, ,Jangaliapara (Banglabazar), Greater Dhaka, Bangladesh. The normal packaging of RC Cola attracts the customer.
The pay off line for MOJO is “The Freedom of Choice”.
The ingredients that are used to make the RC Cola are-
—Granulated Sugar,
—Carbon Dioxide,
—High Fructose Corn Syrup,
—Citric Acid,
—Gum Acacia,
—Caffeine etc.
Nutrition facts per 500ml are –
· Energy = 129 k cl.
· Fat = 0.00 gm
· Protein = 0.00 gm
· Carbohydrate = 32 gm
14.0 PROMOTIONAL ACTIVITIES
All companies need to promote their product in front of the target customer. Now a day advertisement has become the war field for the marketers. RC cola is also trying to fight with their competitors in the field of advertisement. Nevertheless, we all know that good advertisement is necessary to establish a product. Catchy advertisement can ensure the success in the battlefield. After launching MOJO cola trying to establish itself in the market and some of the cases they succeed. Now we try to show how MOJO concentrating on their promotional activities.
The RC Cola has been targeted for the young generation is designed for fun loving young adults.
- Television,
- Newspaper,
- Radio Today & Radio Foorti,
- Poster, shop signs & Billboards,
- Street/road Show & Concerts – all are used for promotion of RC,
- Sponsorship of different special event such as reunion,
14.1 current Promotional Scenario OF RC
In our country, marketers do promotional activities through billboards, TV ads, sponsorship, newspaper ads, sales promotion, point of purchase ads and distribution. In few of the cases, RC cola is ahead of the competitors and in few cases, they are not up to the mark. At first, we will describe the cases where RC cola is still behind their competitors, what they are doing, and what will change their environment.
14.2 Suggestive Promotional Tools
14.2.1 Newspaper Ads
The number of paper ads should have to be increased. Otherwise, they cannot make mass people aware about their product. It should also contain high imagery, relevant with product cola.
| Newspaper Ad
Operant Conditioning Encouraging the target customer to less thirst in the hot summer. This partial consumption can lead to a permanent change in behavior in future |
14.2.2 TVCs
The frequencies of the TV ads have to be increased. People who watch TV regularly are seeking for innovative things made by the marketers. They pretty much bored with the traditional ads. So if RC cola bring new thing with their ads them it will be a turning point for their sale. People will get more interest in their product and as a result, they can be the loyal customer of this product.
So TV ads should be brought with a new format, with more new things so that it can catch the target aspect with the new one.
| Example # 1
Snap Shot from RC’s TVC Classical Conditioning A girl is drinking RC cola and a boy is looking at her. He might feel to taste that cola the is drinking. |
Example # 2
Snap Shot from RC’s TVC Classical Conditioning TVC can increase the chance of generating the same positive response to the brand |
14.2.3 Sponsorship
Till now RC cola make sponsorship of few events like concerts, nabanno utsav, bangla noboborsho etc. they should include cyber café, canteens of university, fast food shop and other places where people goes frequently. By doing so they can be with the target audience and we will find more aware people.
14.2.4 Sales Promotion
They should in for massive sales promotion to attract people from other drinks.
14.2.5 Road Shows
When they first came in the market, they arranged road shows in some prestigious universities in Bangladesh. Frequent road shows can be effective for them. During world cup football and cricket they arranged world cup mania, and if they do so once or twice in a year that will be more helpful for them in the future.
14.2.6 Retailer Store Ads
Most of retail shops use refrigerators supplied by Soft Drink Company. The main condition the retailer faces that they must keep the corresponding soft drink (which company provides refrigerators) first then they can keep some other thing. These refrigerators are posted in a way that the people can easily recognize their brand.
On the other hand, RC sponsors very few of the shop sign of the retail stores, cafeterias, restaurants etc like other brands named Coca-Cola, Pepsi etc. There is a point to add: there was also a demand-supply disorder at the point of the launching. As a result, it failed to retain the booming demand that occurred due to the successful TVC. Although the product has a moderate demand now a days it is not supplied accordingly. As a result, retailers do not have the product. Sometimes consumers cannot buy it when they want to, due to shortage of supply.
They should supply their own refrigerators to the retailers, so that the drinks can always be kept cool. The supply of drinks should meet up the demands. If they supply less than people will fail to purchase RC cola whenever they intend to buy them. Therefore, in this field they need to bring their concentration.
15.0 DISTRIBUTION OF RC Cola
The distribution of RC Cola is strong enough as it is quite available in every targeted area. To distribute this product the company follows the following distribution channel-
Manufacturer Wholesaler Retailer Consumer
For the product availability the customers can get RC at any place when they need it. It is seen that this product has been successful to occupy the refrigerators in the outlets so that is found chilled.
The Distribution Channel Looks Like
Figure: Distribution Channel of RC Cola
16.0 PRICING STRATEGY
The three different sizes of RC Cola have been priced differently.
- 250 ml bottle = 12 tk.
- 500 ml bottle = 20 tk
- 1 liter bottle = 40 tk.
- 150 ml can = 15 tk.
Here wholesalers take 0.5 -1.5 tk and retailers take 2.00-2.5 tk as profit. Again comparing to the competitors product, the price is low enough to encourage the target market to shift their brands towards RC.
17.0 FUTURE PLAN REGARDING THE STRATEGY
The immediate marketing goals are summarized in the following key objectives:
1. Have a cumulative 1500000 customers base by the end of 2010.
2. Set up a strong distribution channel by careful selection and proper execution of
companies strategies.
3. Provide the most attractive and affordable products and services to the customers.
4. Aggressive market promotion and branding through effective advertisement and
Promotion.
18.0 company profile (virgin Cola)
18.1 Vision
Any company’s vision is actually the dream to which the company always strives to reach where it may become possible or not. Here it is also not apart for Virgin Drinks.
18.2 Mission
The mission of Virgin Drinks is to provide value at an economic cost, progress in diversity, and continue to contribute to the growth of industrialization in Bangladesh by being the market challenger.
18.3 Goal
The company’s goal is to maximizing the market share in their every categorized business.
18.4 Objective
The objective of Virgin Drinks is to provide the quality products and services in such a form that the customers demand.
18.5 Strategy
The company always believes in pull strategy rather than push strategy. They first of all find out the customers demand about how, when, where, and what type of product ad services they want. Then according to that they provide their services at the right place and in the right time.
18.6 Outline of Virgin Drinks
Virgin Cola is a carbonated cola soft drink produced by Princes limited. It was launched in 1994.Virgin Cola was set up during the early 1990s in conjunction with Cott, a Canadian company that specializes in bottling own-label drinks. Cott was looking for a major international brand that could have global appeal. In typical Virgin jokey fashion, when first launched the 500ml bottles were marketed as “The Pammy”, as their curves were designed to resemble Pamela Anderson who was at the height of her popularity in the UK at the time.
Within a few months of its release, Virgin Cola had a 50% market share in the outlets that sold it. It went on to be launched in France, Belgium, and South Africa. In its first year more than 500 million units were sold worldwide.[citation needed] However, its popularity soon waned. It is also served on Virgin Atlantic flights and sold in the on-board shops on Virgin Trains. The Gulliver’s Kingdom chain of theme parks in the UK also sells post mix Virgin cola.
In the United States, a national roll out was planned for 2005, six years after Virgin cola had first been launched in the UK. For the launch, Richard Branson rode into New York’s Times Square atop a tank wearing girlies underwear, promising a battle with Coke and Pepsi. Virgin Cola flopped, however, and disappeared from the US market almost immediately. In the UK, it is now bottled under Silver Spring.
18.6.1 Global Beverage Co. LTD.
Global Beverage Co. LTD. is the founder of Virgin drinks in Bangladesh market. It started its journey in 2005. It’s a carbonated cola soft drink.
Richard Branson attempts to extend the Virgin franchise into your fridge. So far it has failed to overtake Pepsi in the UK as he claimed it would, and unlike Pepsi or Coke it’s relatively hard to find cans of Virgin Cola on sale anywhere. Cross-promotion has been Branson’s main weapon, serving Virgin Cola on Virgin Atlantic flights and (until they closed down) at Virgin Cinemas. Many promos tie in with Virgin Megastores as well. For a while the half-liter bottles were called ‘The Pammy’, an attempt to link their curvy nature to the immense popularity of alleged actress Pamela Anderson at the time of the small bottle’s launch. Virgin Cola has put in an occasional appearance on popular US sitcom ‘Friends’, but then so has Virgin Atlantic and Mr. Branson himself.
18.6.2 Get in touch with Global Beverage Co. LTD.:
Factory
Bagher Bazar, Gazipur,
Bangladesh
Phone: +880.2.98835562
Fax: +88.011.86662652
19.0 Profile of the Segmentation And Target Market
19.1 Segmentation:
Global Beverage Co. LTD. has segmented according to the homogenous segmentation where the consumers represent the same type of demo graphical, psycho graphical, cultural and social factors. Their attitude, status and lifestyle focuses on same perspective. According to the following factors the segmentation of Virgin drinks has been done.
19.1.1 Age
Virgin drink’s primary target was only the young generation where the age may vary from
15-25. But it is not limited within this age. It has also spread out among the children noticeably as well as the people above 45 years.
| Age | Demand |
| 15-25 | 6% |
| 20-25 | 40% |
| 25-35 | 35% |
| 35-45 | 15% |
| Above 45 | 4% |
19.1.2 Gender
Both young boys and girls are the target market for the Virgin drinks. It is not specially made for any particular gender what actually happens for any type of cola drink.
19.1.3 Occupation
Occupation is not clearly defined for the target market of Virgin drinks; however where the age varies within the young generation as well as children so it can easily be understood that most of them will be whether student or doing any job or business.
19.1.4 Income
Actually Virgin drinks has emphasized on the lifestyle and behavior of consumers more rather than the income. They think that it is really affordable to buy a Virgin drinks (especially 200 ml) for their target market where their income is minimum 2000tk and for the students it may be less than that.
19.1.5 Location
Almost all the places of urban and rural area are under the Virgin drink’s distribution. Especially in each and every part of the Dhaka city Virgin drinks is available.
19.1.6 Social Class
Virgin drinks is targeted for the upper part of the lower class, middle class, upper middle class, and lower part of the upper class of the society.
19.1.7 Lifestyle
The targeted market of Virgin drinks is basically young generation who like gossiping, chatting, hanging with friends, making fun, watching movies, listening music. Virgin drinks have also focused on their customer’s lifestyle in product, advertising and packaging.
19.1.8 Personality
The customers of the Virgin drinks are mostly action oriented people which include especially the experiencers.
19.2 Target Market:
Cola drinks usually follow an undifferentiated marketing strategy to target their consumer. Keeping this fact in mind, we conducted a sample survey by selecting random sample from different places. The following discussion will attempt to analyze the profile of the target market based on the sample group.
19.2.1 Age
Age is the major determinants in targeting the consumers. Virgin drinks reflect the Bangladeshi culture and it represents youth. From my findings, I have found that
| Age | Demand |
| 15-25 | 6% |
| 20-25 | 60% |
| 25-35 | 20 |
| 35-45 | 10 |
| Above 45 | 4% |
19.2.2 Sex
Beverage is used for thirst-quenching purpose and this product is gender neutral, meaning there is no such kind of obligation to consume the product for male or female.
| Sex | Demand |
| Male | 66% |
| female | 34% |
19.2.3 Occupation & Income
Consumers’ purchasing pattern, lifestyle and status largely depend on their occupation and average monthly income of the family. The social class of the target respondents was determined by their income or taking from family. Virgin drinks is a low involvement product and it is good enough to consume by upper and middle class.
| Occupation & Income | Demand |
| Student | 68% |
| private service | 15% |
| Business man | 12% |
| other | 5% |
20.0 POSITIONING STRATEGY
The term positioning refers to placing a brand in that part of the market where it will receive a favorable reception compared to competing products. Virgin drinks a single brand name gives them benefits to play a dominate role in the core segment. This strategy gives them the flexibility to attract customers for other segments outside its core segments.
21.0 Company Profile (Coca Cola)
The Mission Statement of the Coca Cola Company
Our mission statement is to maximize share owner value over time.
In order to achieve this mission, we must create value for all the constraints we serve, including our consumers, our customers, our bo