Overview of AFBL

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4. Executive Summary
Beverage and soft drinks sector is one of the fast growing
sectors of Bangladesh. AFBL is one of the major local
manufacturers of soft drinks in FMCG sector. In the age of
globalization and free trade, it is very tough to compete in this
soft drinks and the competition style of this sector changing
very frequently. The AFBL is continuously managing itself
with this changing environment of competition.
My research report initially provides a nominal idea of the
beverage industry in our country. Then the overview of AKIJ
Group and also Akij Food & Beverage Ltd (AFBL), which is a
unit of Akij group, is presented. After the company descriptive
part, analysis segment is incorporated. Starting with 4ps
analysis of AFBL, SWOT analysis, competitive analysis and
marketing strategies.
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5. 1. Introduction
2. Company Background
3. Literature Review
4. Survey Analysis
5. Major Findings
6. Recommendation
7. Conclusion
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6. 6
PART- 1
INTRODUCTION

7. BACKGROUND OF THE REPORT:
This internship report contains all the information that I
gathered in the three months internee in the Akij Food &
Beverage Ltd. My report is a broad study and analysis of
consumer perception to these strategies and Recommendation
regarding their product’s brand building.
SIGNIFICANCE OF THE REPORT:
The fundamental significance of my research is customized
towards revealing the fact of whether the huge efforts of
AFBL’s brand department is actually undergoing in the proper
direction of the brands prospects.
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8. OBJECTIVES OF THE REPORT:
 Broad Objective:
The broad objective of this report is to better understand the
beverage industry and its marketing strategies. My topic is
“Marketing strategies of Akij Food & Beverage Ltd (AFBL)’s
regarding their beverage products”
 Specific Objectives:
 Get idea about various consumer perception about the beverage
products of AFBL.
 To identify the customer satisfaction related to
product, price, place, promotion of beverage products.
 To recommended some measures for the development of beverage
products and services of AFBL.
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9. RESEARCH METHODOLOGY:
To develop a formulated research work, well structured
methodology of data collection should be used to build the
research. For my research report I have focus on both the
Primary & Secondary data collection sources.
• Primary Source:
This means of source was used to collected raw data and
information from the respondents.
• Survey Questionnaire:
To collect primary information and feedbacks from the
consumers regarding AFBL’s marketing strategies, structured
questionnaire was developed and survey was conduct.
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10. • Secondary Source:
Secondary source of data collection was used to include information
regarding strategic marketing and the unique selling preposition of
AFBL’s brands.
Moreover, second hand data of the research to gain ideas of their
strategic marketing plan and the implementations.
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TYPE OF RESEARCH DESIGN:
I have applied “Descriptive Research” to conducts the report.
POPULATION:
All the customers of beverage product.
SAMPLING ELEMENTS:
Individual customers of soft drink.
SAMPLING PROCEDURE:
Non-probability convenience sampling procedure is used in the survey.
SAMPLE SIZE:
The sample size is 50 customers.

11. RESEARCH HYPOTHESIS:
Before conducting any research, proper hypothesis are needed to
be establish to check whether the assumptions made are valid or
invalid.
I have constructed group of hypothesis for every segments of my
research and they are displayed below:
 Hypothesis-(Segment A)
 Null Hypothesis: Each and every survey respondents
consumed at least one brand of AFBL.
 Alternative: Not all respondents consumed at least one brand
of AFBL.
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12. Hypothesis- (Segment B)
I. Null Hypothesis: Most of the respondents are aware of the
strategic Marketing/Communicational theme of MOJO.
Alternative: Most of the respondents NOT aware of the strategic
Marketing/Communicational theme of MOJO.
II. Null Hypothesis: Most of the respondents are NOT aware of the
strategic Marketing/Communicational theme of LEMU.
Alternative: Most of the respondents are aware of the strategic
Marketing/Communicational theme of LEMU.
III. Null Hypothesis: Most of the respondents are aware of the
strategic Marketing/Communicational theme of CLEMON.
Alternative: Most of the respondents are NOT aware of the
strategic Marketing/Communicational theme of CLEMON.
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13. IV. Null Hypothesis: Most of the respondents are aware of the
strategic Marketing/Communicational theme of SPEED.
Alternative: Most of the respondents are NOT aware of the
strategic Marketing/Communicational theme of SPEED.
V. Null Hypothesis: Most of the respondents are aware of the
strategic Marketing/Communicational theme of WILD
BREW.
Alternative: Most of the respondents are aware NOT of the
strategic Marketing/Communicational theme of WILD
BREW.
VI. Null Hypothesis: Most of the respondents are NOT aware
of the strategic Marketing/Communicational theme of SPA.
Alternative: Most of the respondents are aware of the strategic
Marketing/Communicational theme of SPA.
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14. VII. Null Hypothesis: Most of the respondents are aware of the
strategic Marketing/Communicational theme of FARM
FRESH.
Alternative: Most of the respondents are NOT aware of the
strategic Marketing/Communicational theme of FARM
FRESH.
 Hypothesis- (Segment C)
 Null Hypothesis: In the ranking of the strategic
Marketing/Communicational theme of AFBL’s products,
MOJO stands in the top followed by FRUTIKA (2nd), then
SPEED or CLEMON.
 Alternative: In the ranking of the strategic
Marketing/Communicational theme of AFBL’s products,
MOJO Does Not stand in the top followed by FRUTIKA
(2nd), then SPEED or CLEMON.
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15. LIMITATIONS:
I have faced few limitations during my research and project
work and I have enlisted them below:
 The level of privacy associated with the company’s
information processing has been a limit for carrying out the
planned activities.
 Much information was disclosed and its presences would
have enhanced my research report contents but they were
highly secret to be presented in the report.
 Work pressure in the office turn out to create time
limitation for the work of the intern report.
 But along with these limitations I tried my level best to
overcome them and follow my objective.
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PART- 2
COMPANY
BACKGROUND

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HISTORY:
Parent Company overview (AKIJ GROUP)
“Reaching escalating heights in Bangladesh and beyond”
AKIJ GROUP is considered to be one of most profound and aged
industries that is still sustaining with great success and prosperity.
It was more than fifty years ago the company emerged into the
market.
Entrepreneur, Founder and Chairman Late Mr. Sheikh Akij Uddin
initiated the business in 1950s with a single product of cigarette
naming Akij Biri. This brand is one of the biggest and well known
units of Akij Group.

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OVERVIEW OF AKIJ FOOD & BEVERAGE LTD (AFBL):
The company Akij Food & Beverage Ltd (AFBL), a unit of Akij
group, came into business in year 2006. It has come with the best
food & beverage in Bangladesh. It incorporates manufacturing of
variety sort of snack and beverage products and selling them to the
local market as well as some of the international market.
There are various types of soft 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 serious distribution in every corner of the country.

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BUSINESS PHILOSOPHY:
In soft drink industry, there are many local & foreign companies. Akij food
& beverage desire to be a unique local FMCG producer with the same
quality of foreign company. For this purpose AFBL produces CSD, Snacks,
Milk, and Juice for young target group who love to lead stylist life. Main
slogan of AFBL is:
“Brings Quality in Life”
Some important functions are performed by the department as below:
 Research & Product development.
 Raw material sourcing.
 Identify or create possible outlook for its product.
 Packaging design & development.
 Planning communication strategy and developing.
 Preparing sales forecast.
 Keeping sales force management strong in the field.
 Collecting & analyzing the competitor’s information.
 Informing the present market condition to the top management.

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PART- 3
Literature Review

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4Ps ANALYSIS OF AFBL:
The 4ps analysis of a company involves in the company’s Product,
Price, Place and Promotion. Each of these segments of AFBL is
given below:
1. PRODUCTS:
AFBL has categorized its products in eight products line and each
line incorporates various brands to captivate the market.
Product Description:
MOJO:
MOJO is a carbonated soft drink (CSD) in cola flavor.
The packaging of the product is very attractive
because of its color combination on the bottle and can.

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LEMU:
LEMU is a carbonated soft drink (CSD) in cloudy lemon
flavor. The packaging is full slive and very attractive. The
product was launched in 14th April 2006.
CLEMON:
CLEMON is a carbonated soft drink (CSD) in clear lemon
flavor. The packaging is full slive and very attractive. The
product was launched in October 2007.
SPEED:
SPEED is an energy drink that was launched in 14th April
2009 by AFBL.

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WILD BREW:
Wild Brew is non-alcoholic malt beverage The
product has been launched by AFBL in November
2008. The category of the product is slow in our
Bangladeshi market.
FRUTIKA:
FRUTIKA is a brand for juice product that is available in different
flavors.
• FRUTIKA Mango
• FRUTIKA Grape
• FRUTIKA Red orange
• FRUTIKA Mixed fruit

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SPA:
SPA is a mineral water that was launched by AFBL
in April 2007. The product’s packaging makes it
very attractive.
FARM FRESH:
The brand FARM FRESH denotes dairy products
of UHT milk and Pasteurized milk. The brand
entered in the market in September 2007.

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2. PRICE:
Pricing is one of the critical aspects of a products future to success
and failure. There are many different methods of pricing a company
can employ. AFBL follows 3 types of pricing methods. Various sorts
of pricing methods are given below:
 Competition-based pricing
 Contribution margin-based
pricing
 Cost-plus pricing  Psychological pricing
 Creaming or skimming  Dynamic pricing
 Limit pricing  Price leadership
 Loss leader  Target pricing
 Market-oriented pricing  Absorption pricing
 Penetration pricing  Marginal-cost pricing
 Price discrimination
 Premium pricing
 Predatory pricing

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3. PLACE:
Place means that outline of distribution channel a company employs
to make its products available to the final consumer. AFBL inborn
the advantage and was been able to use the wide network
distribution channel to promote and provide its products in each and
every place across the country.
AFBL has segmented the entire Bangladeshi market into 25 regions
for its distribution purpose:
DHAKA-1 DHAKA-2 DHAKA-3 DHAKA-4 GAZIPUR
NORSINDI ZINZIRA NARAYANGONJ MYMENSING TANGAIL
CTG-1 CTG-2 CTG-3 SYLET
MOULOBIVABA
ZAR
COMILLA CHOWMOHANI KHULNA KUSTIA BARISAL
FARIDPUR BOGRA RAJSHAHI RANGPUR ZESSORE

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4. PROMOTION:
It is one of the most important facets of a company which it has to
promote in a very proper way to achieve best possible outcome.
AFBL values the importance of promotion, because it believes no
matter how high-quality, good taste, attractive packaging of the
product, it has to be properly communicated to the customer to
pursue the final purchase.
AFBL has broadly categorized its promotional activities in two
types:
• Trade promotion (TP):
Trade promotions are targeted for the retainers and the distributors.
It usually involves free products, cash incentives and gifts for the
retainers and distributors for high volume purchase.
• Consumer Promotion (CP):
All the promotional activities that are targeted for the consumers
are developed here. Strategy developing, implementing and
monitoring of consumer promotions are being conducted by the
Brand department.

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COMPETITVE ANALYSIS OF AFBL:
As mentioned earlier the entire beverage industry of Bangladesh
comprises of Carbonated Soft Drink (CSD), Energy Drink,
Mineral water, Fruit Juice, Non-Alcoholic Malt Beverage,
Flavored water and Dairy products.
To perform the competitive analysis of AFBL, I have used two
strategic tools:
1. Porter’s Five-Forces Model of Competition
2. BCG Growth share matrix
PORTER’S FIVE-FORCES MODEL OF COMPETITION:
The model develops a framework that helps to analysis forces
playing a vital in the market. It can be used to evaluate any product
industry thus I have intended to use the model to entrance broad
analysis of the beverage industry of Bangladesh.

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The model focuses on five forces that shape competition within
industry:
1. The risk of new entry by potential competitors.
2. The degree of competition among established companies within
an industry.
3. The bargaining power of buyers.
4. The bargaining power of suppliers.
5. The threat of substitute products.

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BCG Growth Share Matrix
The BCG Growth-Share Matrix is a portfolio planning model developed by Bruce
Henderson of the Boston Consulting Group in the early 1970's. It is based on the
observation that a company's business units can be classified into four categories
based on combinations of market growth and relative market share. BCG Growth
share matrix helps to identify brands position in the market as per market share.MarketGrowthRate
HIGH STAR QUESTION MARKS
LOW CASH COW DOG
HIGH LOW
Relative Market Share

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Graphical presentation of AFBL’s Brands as per growth share matrix:
MarketGrowthRate
HIGH
 MOJO
 SPEED
 FRUTIKA
 LEMU
 CLEMON
 FARMFRESH
 SPA
LOW CASH COW  WILD BREW
HIGH LOW
Relative Market Share

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ANALYSIS OF THE MARKETING STRATEGIES OF AFBL:
Marketing strategies of AFBL’s brands are developed by the
combine effort of the brand department and the advertising agencies
(Adcomm & Grey). Many strategic themes are proposed by the
agencies and the brand department analyzes and polishes them to
make it applicable for implementation.
Brand wise marketing strategies of AFBL’s products are analyzed
below:
MOJO:
Since the establishment of the brand MOJO, it is projected to the
consumer as a brand of fun and enjoyment. The strategic
marketing/communicational theme of MOJO is “ONTORE
ONTORE—Its Inside U”. All the promotional activities are
focused around this theme.

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This year Mojo Promotional campaign for Eid-ul-Fitr was “Mojo
present Eid a notun jama festival” to the consumers on the basis
of the number of sms sent. The brand MOJO is kept up to date with
events occurring in the country through out the year.

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CLEMON:
CLEMON was launched with an innovative idea. The strategic
marketing/communicational theme of CLEMON is “ TOTAL
CLEAR—LIVE FRESH”.
The Brand is associated with the sport culture in our country. The
Brand plans to develop at least one player to play in our
international cricket team and operate as a CLEMON brand
ambassador.

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SPEED:
The brand SPEED was launched in 2009, the strategic
marketing/communicational theme of “Heavvvy Energy-Ektu
Bujhe Shune Khao-Khokon Je Ki Hoi Kisu Bola Jai Na”. All
the campaigns are focused on the idea of SPEED with extreme
energy.

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FRUTIKA:
Usually the promotional campaigns of any fruit juice products are
constructed based on its purity. But strategy used for Frutika was
quite different and innovative. The strategic
marketing/communicational theme of FRUTIKA is “Ektu Besii
Pure---Drink Frutika And Speak Just The Truth”.

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SPA:
SPA drinking water was launched in 2007 The strategic
marketing/communicational theme is “The Water of Life---
Shuddu Pani Shustho Ami”.
Free Sampling of Spa in Ramadan 2012

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PART- 5
Major Findings

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 In my research, most of the respondents were male in which
male (68%) and female (32%).
 Most of the respondents (76%) were within the age group
of 21-25. This denotes that the target individuals were
mostly the youth whose ages are between 21-25.
 Most of the respondents were student (84%), jobholder
(36%), Business person (1%) and (26%) of the respondents
were both students as well jobholders.
 Among the 50 surveyed respondents, (100%) consumed
MOJO, (86% ) & (78%) had consumed FRUKITA &
SPEED.

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 More than 50% percent of the respondents were aware of
the strategic Marketing/Communicational theme of MOJO,
FRUKITA, CLEMON & SPEED.
 More than 50% of the respondents were unaware of the
strategic Marketing/Communicational theme of LEMU,
SPA & WILD BREW.
 Among all the survey respondents, (58%) ranked MOJO to
be in the 1st position and FRUTIKA in the 2nd position. And
(64%) ranked SPEED in the 3rd position.

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PART- 6
RECOMMENDATION

42. I have provided recommendation as per the brands of AFBL and
they are outlined below:
 One of the core influencing reason of consuming AFBL’s
products is the packaging. AFBL should never take any plan to
modify the packaging of the brands specially MOJO, LEMU,
CLEMON, SPEED, FRUTIKA.
 AFBL should hold on to the perform greater promotional
efforts to create a platform that preserves the high-level
sustainable awareness.
 The entire Communicational theme of LEMU should be
changed by AFBL as because of poor awareness level.
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43.  Recommendation for SPA is the same stated for LEMU but
entire Communicational theme of SPA won’t have to be
changed.
 The consumers are not that much aware of the strategic
Marketing of the brand FARM FRESH. The reason is poor
connected activity with the brand thus AFBL should
reorganize the brand building strategic of FARM FRESH.
 Few products of AFBL, for example SPA & FARM
FRESH, are consumed by the customer because of the
availability. Thus AFBL should clearly hold on to their
strong distribution channel.
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44. 44
PART- 7
CONCLUSION

45. Throughout my internship period, I gained a lot of valuable
knowledge regarding the operation of the entire beverage
industry. The company AKIJ FOOD & BEVERAGE LTD
(AFBL) lately came in the business, and has already achieved a
successful state with some of its brands. I am highly grateful
for being a part of this venture, and understanding their
business policies, operational structure, strategy formulation
and implementations. The comprehension gained from the
marketing activities of AFBL improved my knowledge.
The reflection of the efforts could be seen from the strategic
marketing/communicational theme and USPs of brands like
MOJO, SPEED, FRUTIKA, CLEMON etc. The pace at which
AFBL is currently accelerating, will undoubtedly lead the
company to the peak of success where majority of the market
shares will be withhold by the brands of AFBL.
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46. Questioning Session