Marketing Activities of Akij Food and Beverage Limited

Marketing Activities

of

AKIJ Food and Beverage Limited 

Submitted by

WWW.ASSIGNMENTPOINT.COM

1.1: Introduction of Study:

As a part of BBA program, every student has to undergo an “Project Program” after the 8th semester and submit an “Project Program” to the department. Department of Business Administration, Dhaka International University placed me in the “Akij Group” for Project Program. I had the opportunity to observe the overall aspects of that organization during this Project Program. The Project and placement committee asked me to prepare a brief report on “Marketing Activities of Akij Food & Beverage Ltd.”

First part of the report is focused on the organization of AFBL, sister concern of Akij Group and other part is based on the schedule of twelve weeks commitment assigned by actual working environment and to find out the process and prospects of promotional strategy of AFBL. As a local company Akij food and beverage is doing well in our country where more than thousand employees are working throughout Bangladesh.

1.2: Origin of the Report:

Doing Project under any organization for three months is a requirement of BBA program. The Project program is designed to have the real life working experience in a well-established reputed organization to satisfy the core requirements of the graduation program. Here we get experiences and know about the application of theoretical knowledge to the practical ground and also the deviation of practical facts from the theoretical knowledge. I enjoyed the time of my Project in Akij Food & Beverage Ltd. at 73, Akij chamber Motijheel, Dhaka Branch.

1.3: Background of the study:

The company Akij Food & Beverage Ltd (AFBL), a unit of Akij group, came into business in year 2006. 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. AFBL was a project of TK-450 core (approximately.) and the investment was being made by the parent company Akij Group itself, no financial outsourcing was made. And any further investment needed will be supported by the parent company as well. Since the invasion of AFBL, the company is using its strong resources continuously to provide various ranges of products in different product lines to its customers.   

1.4: Objectives of the study:

(a) Broad Objective:

The ultimate objective of the study is to gain real life exposure in any kind of service sector and to get a clear idea about Consumer perception and positioning strategy as well as financial condition of a manufacturing company.

(b) Specific Objectives:

1. Various consumer perceptions about the product of AFBL and different positioning strategy.
2. Market monitoring of the products and financial growth and future prospect of the company.
3. Informative advertisement to inform consumer about the product and communication with different media.
4. To find out whether Akij Food & Beverage is popular among the consumers in the beverage market?
5. To investigate Consumers requirements and demands
6. To see whether the advertisement of Akij Food & Beverage Ltd.’s   is effective.
7. To find out what makes the Akij Food & Beverage attractive to its user.

1.5: Findings of the study:

From the analysis it can be deduced that among all the eight brands of AFBL, most consumed and preferred brand is MOJO followed by FRUTIKA and SPEED. As the influencing factors for the consumption of AFBL’s CSD products, packaging plays a vital role, then finally the taste. The full silver packaged pet bottle turn out to be a great success for AFBL’s CSD products.

For the consumption of the mineral water SPA, availability played a vital role and this was because of the wide range dual distribution channel. Price of SPA is less then few other brands in the market, thus it also played a supportive role.

The brand FARM FRESH is another least consumed product and the influencing factor for consumption were the taste and branding. The product didn’t seem to be highly accepted by the audience.

1.6: Significance of the study:

The reasons for  this research is to find out the attitude and perception of the consumer towards Akij Food & Beverage and the problems related to it and on the management of AFBL can do to improve it and gain or increase the market share.

1.7: Scope of the Study:

The scope of the report was basically the existing products, current performance of “Akij Food and Beverage Limited” (AFBL), a department of Akij Group. The data comparison was based on internal report and some additional study was performed to get in-depth information, as it was the part of the objective of the report

1.8: Limitation of Study:

I tried my level best to include all necessary information about Akij Food and Beverage Ltd provided by the brand manager, sales manager, employees and internet; but due to the exhaustive nature of this study most secret and strategic ethics could not be brought in this report. To complete the study I have faced some problems, which can be termed as the limitation/ constraints of the study. The problems were as follows:

1. Not having an accurate customer database in CP (Consumer Product) division that caused waste of time.
2. No response could be obtained from samples. Some respondents did not feel any interest to give necessary information.
3. The respondents at times complaint against the length of the questionnaire but as this study touched so many issues; there was no way to shorten it up. However, the complaint was managed efficiently.  
4. It is quite difficult to complete such research program for one person in a short  time limit.
5. The researcher had to depend on personal interview for collecting data. Sometimes the executives were too busy to give time for the project. Data were also not sufficient to conduct the research effectively.
6. There was time limitation for this research project. That made difficult to get all information.
7. Getting some relevant papers and documents were strictly prohibited.
8. The information regarding the competitors is difficult.
9. Getting information was very restricted.
10. Information gathering sources were few.

2.1 Methodology:

* Study approach: The study is explorative in the context of Bangladesh and focused mainly on beverage market.

* Sample size: Sample sizes were approximately 40, which were selected for filling up the questionnaire.

* Sample selection: As survey was to be conducted, an initial plan for stratified sampling was designed. The respondents were to be picked from the following clusters-

• The service holders or Businessmen including end users, decision makers and opinion leaders.
• House wifes
• Younger generation or students from business school

Once the strata were selected, convenient sampling procedure was adopted for the ease of data collection.