Welcome

Presented by
Zobair Bin Akbar
2017-2-10-267

Mehnaj Sultana Bithy

2017-3-10-047
Shadia Akter
Saima Khan Orni 2017-3-10-116
2017-3-10-104
Abu Zubaed Siddique Tasnif
2018-1-10-291

Md. Shaker Hossain Saju

2018-1-10-320
Introduction

• The company Akij Food & Beverage Ltd (AFBL), a unit of Akij group, came into business
in year 2006.

• AFBL was a project of 450 core (approximately) and the investment was being made by
the parent company Akij Company itself, no financial outsourcing was made.

• There are almost 5 thousands employees in AFBL.

• They have their own dairy and mango farm.

• The have a recycling plant, which helps to recycle the used plastic bottles.
History

• In 1950s, Founder and life time Chairman Late Mr.

Sheikh Akij Uddin initiated the business with a single
product of cigarette naming Akij Biri.

• Then in the late 70s Dhaka Tobacco Industries came to the fold of Akij Group when government decided to
disinvest and hand over the factory to the private sector from the nationalized sector.

• The Group has plans for setting up more projects. The projects are already in pipeline. Foreign investors have
shown keen interest in joining with Akij group for joint ventures.
Worldwide Market

The company Akij Food & Beverage Ltd (AFBL), has spread out all over the world.

• They export their products to almost more than 30 countries, including

• India
• Nepal
• Sri Lanka
• Malaysia
• Singapore
• Canada
• America
And other countries of middle east
 Mission, Vision,
Objective
To be the market leader in quality food &
beverage sector discovering & satisfying the
desire & need of the community working in
harmony with our customers, employees and
business partners.

Mission Vision Objective

 Mission, Vision,
Objective
To be the leading food & Beverage brands
excelling in product quality, social, technical &
marketing creativity; and service to our
customers through the skills and cordial
commitment of our employees.

Mission Vision Objective

 Mission, Vision,
Objective
The main objective of the company is to
increase the market share in related diversified
Products in Bangladesh and to assure the
potential customers of the quality and
durability of the products.

Mission Vision Objective

 Employees of
Akij Group
Senior General Manager
General Manager
National Sales Manager Brand Manager
Purchase executive
Brand executives
Research executive
Brand officers
Event management officers
nternal Situation Analysis

• Factory of Akij Food & beverage Ltd has been established in a

beautiful site at Krishnapur, Dhamrai, Dhaka.

• All the machineries are imported from two international well

reputed companies in Germany naming The Krones Group and
Ningbo Sipa Safety Equipment Co.

• All the machineries are fully automatic and digitally controlled.

Factory & Financ Human Functional Dept.

nternal Situation Analysis

• AFBL has a strong financial background as because 100% of its financial back
up is being provided by the parent company Akij Group.

• No financial out-sourcing such as debt or bank loan was being made by AFBL.

• after four years of operation the company is solvent enough to finance its
promotional activities by itself.

Factory & Financ Human Functional Dept.

nternal Situation Analysis

AFBL believes that their teamwork is their

greatest asset.
AFBL made up of a group of passionate
individuals, uniquely qualified from diverse
disciplines but working towards their vision.

Factory & Financ Human Functional Dept.

nternal Situation Analysis
Production Department

Marketing Department

Brand Department

Sales Department

Sales-force Training Department

Distribution Department

Factory & Financ Human Functional Dept.

Four Ps Analysis

The 4 Ps analysis of a company involves detailed study of the company’s

• Product
• Price
• Place
• Promotion

Product Price Place Promotion

our Ps Analysis of AFBL
Product line of
AFBL
Product line consists of similar types of product that function closely, produced in
same factory, sold to same target group and distributed through same distributors.
Product line can be extend in two ways. They are:
 Line filling
 Line Stretching (upward or downward)

AFBL has extended its product line through line filling strategy. They added new flavor
of same category product in Product line 1, 5 & 6. They bought new version of same
category product to create diversification and to increase market share through this.

Product Price Place Promotion

our Ps Analysis of AFBL
Product line of
AFBL Product line 1
(CSD)
Product line 2
(Energy Drink)
Product line 3
(Non-Alcoholic
Product line 4
(Mineral
Product line 5
(juice)
Product line 6
(Snacks)
Product line7
(Dairy Product)
Malt Beverage) Water)

 Mojo  Speed  Wild Brew  Spa  Frutika Mango  Cheeky Monkey  Firm Fresh UHT
 Lemu  Frutika Grapes  Cheese Puff  Firm Fresh
 Clemon  Frutika Red  O’Potato Pasturized
 Twing Orange
 Frutika Mixed
Fruit

Product Price Place Promotion

Products of
AFBL
our Ps Analysis of AFBL
BCG growth share
matrix
Question

HIGH
Star
Mark

Market growth rate Cash Dog

LOW Cow

HIGH LOW
Relative market share

Product Price Place Promotion

our Ps Analysis of AFBL
AFBL brands per BCG
matrix • Mojo • Lemu
• Speed • Clemon

HIGH
• Frutika • Farmfresh

Market growth rate

• Spa

• Wild Brew
Cash
LOW Cow

HIGH LOW
Relative market share

Product Price Place Promotion

our Ps Analysis of AFBL

In the beverage industry of Bangladesh, people are quite price sensitive and thus
prices of almost all the competing products are same.

The ultimate price is then analyzed by AFBL using two methods:

1. Competition-based pricing
2. Market-oriented pricing

Product Price Place Promotion

our Ps Analysis of AFBL
Pricing strategies

 They do not use profit maximization pricing

 They use single pricing
 Their product price does not change in various geographical areas
 They offer quantity discount
 They do not use real time pricing
 There is no flexibility in pricing because industry is competitive etc.

Product Price Place Promotion

our Ps Analysis of AFBL

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 MOULOBIVABAZAR

COMILLA CHOWMOHANI KHULNA KUSTIA BARISAL

FARIDPUR BOGRA RAJSHAHI RANGPUR JESSORE

Product Price Place Promotion

Factory of AFBL
our Ps Analysis of AFBL
AFBL has broadly categorized its promotional activities in two types:

1. Trade Promotion (TP):

It usually involves free products, cash incentives and gifts for the retainers and distributors
for high volume purchase. All the strategy crafting, developing, implementing and
monitoring of trade promotions are being done by the sales department.
2. Consumer Promotion (CP):
All the promotional activities that are targeted for the consumers are developed here.
Strategy crafting, developing, implementing and monitoring of consumer promotions are
being conducted by the Brand department.

Product Price Place Promotion

dvertising goals of AFBL
1. Researches done before Advertising: 4. Advertising budget:
 Sample testing 3. Advertising media:  They determine Advertising Budget to reach the
 specific goals they have outlined for the advertising
 Product Development TV Ad
campaign.
 Focused group Discussion  Print media ad
 This is especially effective because they are starting
 Bill board Ad out
2. Target Group:
 Mobile Bill board Ad  They are trying to grow rapidly
 Mojo cola: Specially, young age people
 Online advertising.  Their advertising campaign strategies call for heavy
 Lemu: All age people
spending upfront in order to win long-term
 Frutika: All age people customers.

Product Price Place Promotion

Advertising of AFBL
SWOT Analysis
Strength:  Weakness:
1. Quick establishment of brands like 1. Less experience in the
Mojo, Speed, Frutika. beverage market in terms of
understanding in timely Opportunity: Threat:
2. Quality of the products. proper customer need. 1. Huge profitability scope in 1. Unethical practice of the
3. Availability of products through mass 2. Some improper promotional beverage market of competitors, for example tax
distribution around the country. activities. Bangladesh because a violation, to reduce the price of
sustainable growth of 6% the product.
4. Full-sleeve packaging in terms of color 3. Being new in the market AFBL prevails in the market.
combination and design. considers a weakness in the 2. Companies like Coca-Cola and
entire supply-chain- 2. There is a scope for the local Pepsi to be operated as MNCs
5. Potable in terms of 150ml and 250ml companies to attaining like Unilever rather than the
bottle and can. management.
maximum market share for licensing owned by the local
6. Wider product range 4. Lack of brand awareness the refreshing flavored CSD Bangladeshi company.
drink.
7. Strong local presence 5. Lack of consistency in 3. Any new company introducing
promotional activities 3. Opportunity for AFBL products unique flavored refreshing
8. Favorable brand image to be exported in the overseas drinks and having huge
6. competitive price; competitor Asian market. financial capabilities.
9. Good quality and top quality of sourcing product at cheaper
products. price 4. Ever rising food  industry.
10. All raw materials are imported from 7. Less organized distribution
foreign countries (Thailand &
Malaysia) . 8. Less compliance to market
demand.
Conclusion

AFBL is conducting its business with good reputation. Its sale is increasing
over time. Consumers as well as retailers are satisfied with AFBL in terms of
price, quality and service. AFBL is successfully doing its business in Dhaka
rather than other districts. This report and survey really helped us to know
regarding products and financial condition of this company. 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 held by the
brands of AFBL.
Thank
you
Questi
ons