akij food and beverage limited
TRANSCRIPT
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Chapter 1
Introduction of the report
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1.1 Company overviewAkij Group of Industries is one of the leading Industrial Groups in
Bangladesh, which started with trading business in a humble way in early
1940. Today, Akij Group has 20 large-scale Industrial and Commercial
Units in its fold such as Jute, Textile, Leather, Hard Board,
Pharmaceuticals, Printing & Packaging, Beverage, Cement, Real
estate, Safety Match, Chewing Tobacco, Bidi & Cigarettes etc.
having an employment strength of 21,000 workers & staff in different
categories. Akij Group is one of the biggest companies in Bangladesh.
Akij Company a very much focus company. Akij food and beverage is one
of the biggest part of Akij group. It was established in 2004 for its factory
with 158 employees and in 2005 the employees were 180 for marketing.
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. Akij food and beverage was started with a very
little capital but now its production is very high and in future it will
increase more. Here different types of food products are produced. After
fulfilling the requirement of our country it is exporting products to the
foreign countries. We have seen this industries development a few days
ago. AFBL is a private limited company. The main object of the owner is
to produce goods to fulfill the demand of the people and after fulfilling the
demand to export the products of Akij food and beverage in foreign
countries. With producing the goods it will also create employment for the
people of this poor country.
1.2 Mission Produce goods to fulfill the demand of the consumer After fulfilling the demand FABL export the products Promote employment generation and poverty alleviation Promote innovation and renovation Aim to be a multinational company
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1.3 Vission:Act as the food manufacturer of the best quality in the country
1.4 List of Market Offerings:Product Type Size Price
Frutica Juice Mango 250 ml 22
1lt 70
Orange 250 ml 22
1lt 70
Graps 250ml 22
1lt 70
Mojo Cola 250 ml 15
500 ml 25
1lt 50
Speed Energy
Drink
Bottle 22
Can 30
Clemon &
Lemu
Soft drink 250 ml 15
500 ml 25
1 lt 70
Checky
Monkey
Chips 100 gm 10
Spa Drinking
water
Water 250ml
1000 ml
10
20
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1.5 Practice of Marketing Concept:AFBL always follow the concept of Production Concept and Product
Concept. Because all of product are like that two concept.
Production concept: is the idea that consumers will favor products that
are widely available or highly affordable.
- Large production and effective distribution channel is important.
- Price of the products remains relatively low and they are available
almost everywhere.
Product of AFBL:
1. Spa drinking water2. Mojo cola3. Chikey Monkey4. Speed Energy drink5. Clemon & Lemu soft drink
Product concept is the idea that consumers will favor products that offer the
most quality, performance, and features for which the organization should
therefore devote its energy for making continuous improvements.
- Research & Development activities and putting emphasis on customer
preference is essential.
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Product of AFBL:
01.Frutika juice02.UHT fresh milk.
1.6 Supply Chain Management:According to the Council of Supply Chain Management Professionals
(CSCMP), supply chain management encompasses the planning and
management of all activities involved in sourcing, procurement,
conversion, and logistics management. It also includes the crucial
components of coordination and collaboration with channel partners,
which can be suppliers, intermediaries, third-party service providers, and
customers. In essence, supply chain management integrates supply and
demand management within and across companies. More recently, the
loosely coupled, self-organizing network of businesses that cooperate to
provide product and service offerings has been called the Extended
Enterprise.
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1.7 List of Strategic Business Units:Akij BIDI Factory Ltd 1950
Akij Transport Agency Ltd. 1950
SAF Industries Ltd. 1960
Dhaka Tobacco Industries Ltd. 1966
Akij Printing & Packages Ltd. 1974
Dhaka Tobacco Industries Leaf Processing Plant. 1981
Akij Corporation Ltd. 1983
Akij Housing Ltd. 1987
Akij Match factory Ltd. 1992
Akij Jute Mills Ltd. 1994
Akij Cement Company Ltd. 1995
Akij Textile Mills Ltd. 1995
Akij Pharmaceuticals Ltd. 1996
Akij Particle Board Mills Ltd. 1996
Akij Computer Ltd. 1997
Sonar Bangla Cement Ltd. 1998
Raw
materials
From Local
From different countries
Production
Segmenting
Cleaning
Processing
Final Product
Dealer
Retailer
Customer
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Akij Online Ltd. 2000
Akij Food & beverage Ltd. 2000
Akij Jarda Factory Ltd. 2000
Nebula Ink Ltd. Ink 2001Akij Institute of Technology Ltd. 2001
Savar Industries (Pvt.) Ltd. 2001
Akij Toiletries Ltd 2003
Akij Footwear Ltd. 2007
1.7.1 Akij Bidi
Company Name: Akij Biri Factory LtdBusiness Type: ManufacturerProduct/Service
(We Sell):Hand Made Cigarette, Tobacco
Product/Service
(We Buy):
Newsprint Paper, Tobacco Leaf,Gammed Tape
Address:73, Dilkusha C / A, Akij
Chamber, Dhaka.Number of Employees: Above 1000 PeopleYear Established: 1980Legal Representative/Business Owner: Sk. Mohiuddin
Trade & Market Main Markets:
North AmericaSouth AmericaWestern EuropeEastern EuropeEastern AsiaSoutheast Asia
Mid EastAfricaOceania
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1.7.2 SAF Industries Ltd.
Company Name: SAF Industries LtdBusiness Type: Manufacturer, Trading Company
Product/Service(We Sell): Shoes and Boots,Upper,FinishedLeather,Nappa Calf,Crust LeatherAddress: 98 Fenman GardensNumber of Employees: Above 1000 People
Main Markets:Southeast AsiaWestern Europe
Total Annual Sales Volume: US$2.5 Million - US$5 MillionNo. of R&D Staff: 5 - 10 PeopleManagement Certification: ISO 9001:2000
1.7.3 Akij Footwear Ltd
Akij Footwear Ltd. starts its journey as a 100% export oriented shoe
manufacturing company in 2001 with the highest quality leather support
from its sister concern SAF Industries Ltd. The Iron structured modern
project is established in a 300000 SQF land area with 50000 SQF actual
working space at Ashulia near Zia International Airport, Dhaka and well-
equipped with Brand new machines from Italy and Germany.
Total Staff:450 highly skilled staff including foreign
experts
Daily
Production: 2000 pairs/day
Product
Category: Shoes, Boots, Sandals (Ladies& Gents)
Major
Market:
Italy, Germany, Spain, Hong Kong, India,
Japan
Production in Akij Footwear Ltd. is being led under close supervision of
foreign experts with appreciable skilled workers and strict management to
produce High Quality Fashionable shoes according to world latest fashion
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trends. We are ISO 9000:2008 certified by MOODY INTERNATIONAL
for our world class product quality.
1.7.4 Dhaka Tobacco Industries:
Dhaka Tobacco Industries came to the fold of Akij Group in late seventies
when Government has decided to disinvest and hand over the Factory to
private sector from the nationalised sector. The Factory is located at
Morkun near Tongi and lot of investment into MEN & Machineries has
turned the Factory in to a Modern cigarette producing unit. It employs
about 1,200 people who works in a congenial atmosphere to deliver right
quality to satisfy the million of Smokers taste and needs. Currently,
Dhaka Tobacco industries produces eight brands of cigarettes. These are
Navy, Legend White, Five Star, Red & White, K2, Surma and Diamond.
Approximately one billion cigarettes are produced per month by the
companys factory in Tongi, Gazipur. One hundred million of the Navy
brand are exported quality and are sold in Dubai.
In storage, the tobacco is kept in air-conditioned and moisture controlled
rooms where its perfection can be maintained for up to two years.
The bales of processed tobacco are sliced in uniform sizes and ground.
This is stored in the blending silos in specific ratios. The tobacco (lamina)
is moistened, cut and dried. Some of the excess stem produced in National
Leaf is also used. It is fed into a conditioner using auto feed. Then, it is
cooled and stored in silos to be processed further when necessary. A stem
roller is used to flatten the stem so that it is ready to be cut first by the
cutter and then by a millicutter. It is moistened using steam in low pressure
and dried to attain the desired level of humidity. At this point the lamina
and stem come together in the mixing cylinder where chemicals are added.
There are different silos for each blend and the cut tobacco is stored in
these. Four Rotary feeders are involved in transporting this to the
secondary manufacturing department.
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A Molins Plug making machine makes filters. The filter making machine
is capable of making plugs of different length and dia. There are cigarette
making machines of various brands and speeds. Recently, the company has
invested in Molmac Mark 9 machines. They are equipped with a system to
remove ferrous material and stems from the tobacco supplied to the
machine. In addition, there is an automatic system of weight and density
control to maintain uniformity.
Focke Hinge Lid Packers are used for packing cigarettes.
Quality Test Module is used to test the circumference of cigarettes and
filters using a laser mike head, the total ventilation with closed ventilation
zone and the pressure drop in cigarettes is a completely encapsulated
condition. The percentage of moisture, nicotine and sugar in various
blends is found using the Infralab TM Gauge. A Tobacco Oven determines
the total oven volatile content of tobacco and stems. There are a variety of
other installations to measure both physical and chemical properties, with
the most impressive being a latest smoking machine.
The machines run around the clock except on Friday when most of themaintenance work is done. The well disciplined environment and
efficiency of this factory has caused man multinational companies to offer
us deal to manufacture their product in order to supply the subcontinent.
1.7.4 Akij Printing & Packaging Ltd.
APPL is one of the biggest printing & packages in Bangladesh. The most
modern and sophisticated technology of APPL have ensured our highquality printing and packaging including the best quality wide format
digital printing system in Bangladesh. Situated in Tongi and Navaran, two
factories provide almost all the packaging required by the group. Besides
this, they also provide packaging for other companies.
The paper needs to be slit and trimmed before printing. Goebel Optima
2000 are multiple slitters, they are able to work with paper, board and film.
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There are various types of printing machines. The Heidelberg Speed
master CD102 does four colour offset printing. It is capable of printing
45,000 impressions per shift. There is a Gravure 7 colour printing machine
capable of printing 150 m per minute. Some of the stations may be shut
off to enable images of smaller numbers of colour to be printed with this
machine.
The printed media are then cut to the appropriate sizes by easily
programmable machines. These then go through the folding and gluing
process. There are wet and dry laminating machines for waterproof
packaging. These factories are engaged in advertising and not only
printing posters. A state of the art new printing machine is able to print
front-lit, back-lit and other types of signs on a variety of media.
1.7.5 Akij Match Factory Ltd.
Akij Match Factory Ltd. has been established in the year 1992 ata
beautiful site near Muktarpur Ghat on the bank of river Sitalakshaya.It is a
fully automatic match factory which produces 100% Carborized highquality safety matches. Dolphin is the brand name of the matches produced
from this factory. 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. Most of the
raw material comes from various parts of Bangladesh by river. The river
Shityalakhkha flows next to the factory and facilitates transportation
greatly. Some of the wood used to make match sticks comes from
Pakistan. A cutter with a circular saw cuts the logs into 15 portions. The
bark is taken off the portions and these are then put through the peeling
machine which peels layers of wood off the log. These layer sare chopped
into the rough shape and size of match sticks. As these sticks are usually
quite moist, they are dried. Carburization and treatment with other
chemicals such as Boric acid occurs at this point. This is to ensure that the
match sticks dont break when ignited and that their quality is preserved
even in highly humid conditions. The chemically treated sticks are
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polished in two stages to give the muni form proportions. The quality is
very strictly controlled. At every stage, nonstandard products (wood layers
or sticks) are rejected. However, the seare not wasted. The sticks, wood
layers and any other scrap wood goes to be recycled in AKIJ Particle and
Hardboard Mills. The faults in the rejected matches are dealt with and
these are packed manually. The bulk of the matches are packed by rotary
packers and these go directly to the market
1.7.6 Akij Food & Baverage Ltd.
Akij Food & Beverage Ltd. has been established at a beautiful site
Krishnapura, Dhamrai of Dhaka. It has come with the best food &beveragein 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. Checky 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.
1.7.7 Akij Cement Company Ltd.
AKIJ Cement has established a foot hole in the cement market.
Encouraged by consumers response and confidence AKIJ Cement is in
the process of expanding its capacity by many folds. Once completedhowever, this factory will be quite incomparable. From unloading the raw
materials at the jetty to loading the finished product onto boats, all the
stages are to be automated and computer controlled. Two fix swing cranes
will unload the clinker and gypsum and put them on a belt conveyer to be
put into storage. These are then loaded into the bins and measured by two
belt scales before entry to the ball mill grinder. This allows the ratio of
clinker and gypsum to be controlled. From there the ground cement goes
to the vortex separators by the means of a bucket elevator and chain
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conveyer. The vortex separator separates coarse and fine cement by using
high pressure. The fine cement is the finished product whereas the coarse
cement needs to be ground again. The fine cement is stored in silo sand
intricately controlled conditions. This cement goes to the packing machine
by a screw conveyer and from there to the jetty by a belt conveyer.
The factory is equipped with air filters in order to minimize pollution and
recycle any cement that is suspended in the air. The entire production
process is computer controlled and there are sensors to monitor various
factors at regular intervals. The level of automation reduces dependence on
staff and risk of human error. The software controlling the machines
allows engineers to view progress on a computer stimulated model of the
factory. It also reports problems and permits fine control of every stage.
The laboratory is not only involved in quality control but also on
improving the cement to being the best brand available. As well as
equipment to determine chemical properties of the product, there is
apparatus to measure physical factors both before and after the cement has
set.
1.7.8 Dhaka Tobacco Industries
Dhaka Tobacco Industries came to the fold of Akij Group in late seventies
when Government has decided to disinvest and hand over the Factory to
private sector from the nationalized sector. The Factory is located at
Morkun near Tongi and lot of investment into MEN &Machineries has
turned the Factory in to a Modern cigarette producing
unit. It employs about 1,200 people who works in a congenialatmosphere to deliver right quality to satisfy the million of Smokers taste
and needs. Currently, Dhaka Tobacco industries produce eight brands
of cigarettes. These are Navy, Legend White, Five Star, Red & White, K2,
Surma and Diamond. Approximately one billion cigarettes are produced
per month by the companys factory in Tongi, Gazipur.One hundred
million of the Navy brand are exported quality and are sold in Dubai,
London. In storage, the tobacco is kept in air-conditioned and moisturecontrolled rooms where its perfection can be maintained for up to two
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years. The bales of processed tobacco are sliced in uniform sizes and
ground. This is stored in the blending silos in specific ratios. The tobacco
(lamina) is moistened, cut and dried. Some of the excess stem produced in
National Leaf is also used. It is fed into a conditioner using auto feed.
Then, it is cooled and stored in silos to be processed further when
necessary. A stem roller is used to flatten the stem so that it is ready to be
cut first by the cutter and then by a mill cutter. It is moistened using steam
in low pressure and dried to attain the desired level of humidity. At this
point the lamina and stem comes together in the mixing cylinder where
chemicals are added. There are different silos for each blend and the cut
tobacco is stored in these. Four Rotary feeders are involved in transporting
this to the secondary manufacturing department.
Molins Plug making machine makes filters. The filter making machine is
capable of making plugs of different length and dia. There are cigarette
making machines of various brands and speeds. Recently, the company has
invested in Molmac Mark 9 machines. They are equipped with a system to
remove ferrous material and stems from the tobacco supplied to the
machine. In addition, there is an automatic system of weight and densitycontrol to maintain uniformity. Fokker Hinge Lid Packers are used for
packing cigarettes. Quality Test Module is used to test the circum ference
of cigarettes and filters using a laser mike head, the total ventilation with
closed ventilation zone and the pressure drop in cigarettes is a completely
encapsulated condition. The percentage of moisture, nicotine and sugar in
various blends is found using the Infralab TMGauge. A Tobacco Oven
determines the total oven volatile content of tobacco and stems. There are
a variety of other installations ensure both physical and
chemical properties, with the most impressive being a latest smoking
machine. The machines run around the clock except on Friday when most
of the maintenance work is done. The well disciplined environment and
efficiency of this factory has caused man multinational companies to offer
us deal to manufacture their product in order to supply the subcontinent.
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1.8 Product mix tableProduct Mix Width is the number of product line company carries. AFBL
have 7 product lines. These are
Soft Drinks Cola Chips Juice Energy Drinks Water Milk
Product mix length is the total number of items the company carries in a
one product line. Product line depth is the number of versions offered of
each product in the line.
Akij Food & Beverage
Product Mix Table
Soft
Drinks
Cola Chips Juice Energy
Drinks
Water Milk
Clemon Mojo Checky
Monkey
Frutica
Mango
Graps
Orange
Speed Spa UHT
Fresh
Milks
Lemu
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Akij group
Product Mix Table
Tobacco Food &
Beverage
Leather &
Footwear
Zarda Cement
Akij Biri Spa Minarelwater500ml1000ml
Shoes Special Patti50gm25gm12.5gm
Akij cement(50 kg)
Navy(Small Pack)(Large Pack)
Frutika JuiceMangoGrapsOrange
200 ml1000ml
Boots Golden Patti(Surovi)50gm25gm
12.5gm
Sonar banglacement(50 kg)
K2 Mojo cola250 ml500 ml1000ml
Upper finishleather
Akiz Zorda(Beli)50gm25gm12.5gm
Surma Checkymonkey chips200 g
Nappa calf Vhiza Patti25gm10gm
Diamond Energy drink250 ml Crust
LegendWhite
UHT Freshmilk250 ml500 ml1000ml
Akij group have more than 23 companies in Bangladesh. Here we only
discuss their 5 top company. In the table we try to focuses their line depth,line width line length.
Their consistency product mix is not good because they have different
product line where unilevers product line is more consistences.
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1.9 Brand Development Strategies of Akij Group:Product Category
Existing New
BrandNa
me E
xisting
Line extension Brand Extension
Frutikao Mangoo Grapso Orange
Soft drinkso Clemono Lemu
Colao Mojo
Zardao Special Pattio Golden Patti
(Surovi)o Akiz Zorda (Beli)o Vhiza Patti
Cements
Akij cement Sonar bangle
cement
New
Multi Brand Co-Brand
Cigarette
Navy K2 Surma Diamond Legend white
Leather Software and
hardware
Transportagency
Footwear1.10 Brand Sponsorship:
In Akij group, they have only 2 branding strategy. They have only
manufacturer and private brand. They dont have any co-brand or licensed
brand.
Manufacturer Brand Private Brand
Akij BIDI Factory Ltd
Akij Transport Agency Ltd.
Akij Corporation Ltd.
Akij Housing Ltd.
Akij Match factory Ltd.
Akij Jute Mills Ltd.
Akij Cement Company Ltd.
SAF Industries Ltd. Crust & finished Leather
Dhaka Tobacco Industries Ltd. Cigarettes
Nebula Ink Ltd. Ink
Akij Institute of Technology Ltd. IT
Education & Training
Savar Industries (Pvt.) Ltd.
Dhaka Tobacco Industries Leaf ProcessingPlant
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Akij Textile Mills Ltd.
Akij Pharmaceuticals Ltd.
Akij Particle Board Mills Ltd.
Akij Computer Ltd. Hardware
& Software
Akij Online Ltd.
Akij Food & beverage Ltd.
Akij Jarda Factory Ltd.
Akij Printing & Packages Ltd.
Akij Toiletries Ltd
Sonar Bangla cement.
1.11 Pricing strategy of AFBL:
Frotika Juice:AFBL followed the Product Line Pricing strategy for Frotika Juice.
Because Frotika Juice has three type of flavor like as:
1. Frotika Juice Mango flavor2. Frotika Juice Orange flavor3. Frotika Juice Graps flavor
Mojo Cola:
For Mojo, AFBL followed the Market Penetration Pricingstrategy forattracting people vary rapidly to gain market share. Because when Mojo
launched in the market with low price(12 tk only) at that time the other
product had lower maximum price between the Mojo.
Clemon & Lemu Soft drink:
AFBL followed the Market Penetration Pricing strategy for attracting
people vary rapidly to gain market share. Because when Clemon & Lemu
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launched in the market with low price(12 tk only) at that time the other
product had lower maximum price between Clemon & Lemu soft drink.
AFBL also followed the Product Line Pricing strategy for clemon &
lemu because this two product category are same but their flavor is pretty
much changed.
Speed Energy drink:
AFBL followed the Market Penetration Pricing strategy for attracting
people vary rapidly to gain market share. When other energy drinks are
above 25 tk then speed is only 22 tk. So they are trying to capture maxium
market for their energy drink.
Spa minarel water
AFBL followed the Market Penetration Pricing strategy for attracting
people vary rapidly to gain market share. From their first lunch of this
product the price is same where other drinking water are 12 tk.
Chikey monkey:
AFBL followed the Market Penetration Pricing strategy for attracting
people vary rapidly to gain market share. They try to hold and capture new
market share from other chips.
1.12 Communication activities of AFBL:Integrated marketing communication(IMC) is the concept under which
a company carefully integrates and coordinates its many communication
channels to deliver a clear, consistent, and convincing message about the
organization and its products. AFBL follows only advertising and sales
promotion to promote their product.
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Sales promotion is the short-term incentives to encourage the purchase or sale of
a product or service for a particular time, place or event depending on company
objective. Sales promotion is more influential tool comparing to advertisement
and company offers sales promotion to achieve a certain sales goal.
Advertisement is any paid form of non-personal communication about an
organization, goods, services or idea by an identified sponsor.
IMCMix
Advertising
PersonalSelling
SalesPromotion
PublicRelations
DirectMarketing
AFBL
Consuonmer
promotion
Advertising
Tvc
Fm & Radio
Bill board
Print media
Sales Promotion
Special day game
show
Mojo kinle kosai
free (In kurbani
eid)
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Trade promotion Of AFBL: Some trade promotion of AFBL as follow:
1. Allowance: AFBL give 41 tk in 1000 sale.2. Trade discount: All parterner get special discount of buying product from
AFBL.
3. Sales contest: If any partner fulfill their target sale, then AFBL give themspecial gift
4. Training facilities: AFBL give training facilities to their partner for increasingsells efficiency.
1.13 Evaluation of close competitors of AFBL:Four P's
Elements of the marketing mix are often referred to as the "Four P's":
Product - It is a tangible object or an intangible service that is mass
produced or manufactured on a large scale with a specific volume of units.
Intangible products are service based like the tourism industry & the hotel
industry or codes-based products like cell phone load and credits. Typical
examples of a mass produced tangible object are the motor car and the
disposable razor. A less obvious but ubiquitous mass produced service is a
computer operating system. Packaging also needs to be taken into
consideration. Every product is subject to a life-cycle including a growth
phase followed by an eventual period of decline as the product approaches
market saturation. To retain its competitiveness in the market, product
differentiation is required and is one of the strategies to differentiate a
product from its competitors.
Price The price is the amount a customer pays for the product. The
business may increase or decrease the price of product if other stores have
the same product.
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PlacePlace represents the location where a product can be purchased. It
is often referred to as the distribution channel. It can include any physical
store as well as virtual stores on the Internet.
Promotion - represents all of the communications that a marketer may use
in the marketplace. Promotion has four distinct elements: advertising,
public relations, personal selling and sales promotion. A certain amount of
crossover occurs when promotion uses the four principal elements
together, which is common in film promotion. Advertising covers any
communication that is paid for, from cinema commercials, radio and
Internet adverts through print media and billboards. Public relations are
where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade
fairs and events. Word of mouth is any apparently informal
communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth
momentum. Sales staff often plays an important role in word of mouth and
Public Relations.
Any organization, before introducing its products or services into the
market; conducts a market survey. The sequence of all 'P's as above is very
much important in every stage of product life cycle Introduction, Growth,
Maturity and Decline.
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Competitor evaluation
AFBL product Direct compititors Substitute
Frutika Fruto ACME
Mojo Pran Cola
RC Cola
Cocacola
Pepsi
Clemon & Lemu RC Lemon 7up
Mountain Due
Spa Minarel watel Fresh
Acme
Pran
Mum
Chikey monkey chips Potato crackres
Meridean chips
Pringles
Speed Tiger Black horse
UHT Fresh milk Arong milk
Pusti Milk
Milkvita
1.14 Limitation Of StudyWhen we prepare this report we face lot of problem of collecting data
because Akij group have not develop their web site. There are some
companies which have only name but no information in the web or their
parent web site. That was our main limitation.
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Chapter 2
Methodology of the study
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2.1 Data collection Technique:
We have collected data from secondary source and observation.
2.2 Source of data collection
Nature of study
This term paper is an exploratory type of study.
We dont have any primary data; we made this report base on secondary
data
Secondary Sources
Through visiting the website, collecting brochure and information from
super shop and the secondary data have been collected. We have used
class lecture.
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Chapter 3
Findings and Analysis
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3.1 Findings & Analysis:After completing our report we found .
List of market offering by AFBL. Marketing concept of AFBL.
SBUs of Akij Group. Product mix table. Brand development strategies. Brand sponsorship. Pricing strategies followed by AFBL. IMC Evaluation of marketing mix & compititors.
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Chapter 4
Suggestions
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4.1 SuggestionsSo, considering all of the factors and feedback from the respondents we
have given some suggestions and recommendation in our
Recommendation part. The major recommendations are given below:
As we found that Akij is investing a huge amount of money inadvertisement and promotional activities that is obviously
increasing the price of their products. Since the people already
know their brand, they can cut down some portion of their
promotional cost to make their product cheaper than the current
price.
Frutika is being marketed to the mass population only in threeflavors like mango, orange and grapes. But the other flavor like
lemon, pineapple and mixed fruit are very much fond of by the
customers. So they should introduce some new flavor to make
their product lines stronger than the existing one.
They dont have any 500ml pack. Not only that in foil pack theyare absent in the market. So they should immediately introduce
their products in different available and reason pack size that are
convenient to the customers like 500ml, 150ml junior pack and
2000 ml family size too.
Business creates problems (such as air and water pollution,resource depletion) and should therefore help to solve them;
Corporations are citizens in our society and should not try to
avoid their obligations as citizens. Businesses often have the
resources necessary to solve the social problems as many
business organizations often have surplus revenues. Business is a
partner in our society, along with the government and the general
Population.
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We think that if the management considers the above mentioned
recommendations and cope up with the changing market demand Frutika
will be able to lead the fruit juice market of Bangladesh for along time.
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Chapter 5
Conclusion
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5.1 Conclusion
Akij Group is one of the fastest business conglomerates in Bangladesh. Akij
Group growth is day by day increase and it Coverage: Around 90% of
Bangladesh based on the Annual Report-2008. The company of Akij Food
and Beverage has a product line of almost all the types of drink and snacks.
We made an inquiry regarding customers find solution for meeting the need
of lemon flavored clear carbonated beverage within Clemons target range
the percentage is very good. It has not been long since Akij group brought out
Mojo and Lemu. They have already gained huge popularity. The recent
success of Akij group is Frutika, which delivers the promise of no
reservatives.
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 socio-cultural activities. The Group has been
operating a sizeable 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.
But the company needs to be more concerned about society and environment.
Because Industries are most responsible for pollution that could occur harmfor environment. And AFBL also need to be involved with more social event.
Because have the resources necessary to solve the social problems as many
business organizations often have surplus revenues.