Company History:

Globe Pharmaceutical Group of Companies Limited is a leading conglomerate engaged in Pharmaceutical Business for the last 27 years. As a part of the diversification strategy the group has actively entered the FMCG business with Globe Biscuit and Dairy Milk Ltd. in 1998. In 2002, to cater to the huge demand The Group ventured into beverage market with Globe Soft Drink Ltd. Since then Globe is considered a leader in convenient foods, snacks and beverages with revenues greater than $10 billion and with 25,000 employees. Its brands include Uro Cola, Uro Orange, Uro Lemon, Fizz Up, Lychena, Konia, Black Horse, Mangolee etc. At the beginning the production capacity was 10,000 liters of Soft Drinks per hour, to meet the increasing consumer demand the capacity was increased to 25,000 liters per hour by the end of 2003. Despite the increased production capacity Global Soft Drink Limited alone could not fill the demand- supply gap, it was necessary for the group to set up another plant to meet ever increasing demand. In 2005 AST Beverage Ltd. comes into being with additional 50,000 liters per hour production capacity. The present capacity of AST beverage Ltd. is 80,000 Liters per hour along with GSDLs 50,000 Liters. Through continuous innovation in taste and flavor, th e company got instantaneous success in all of its brands introduced in the market. Now, Royal Tiger, is one of the leading brands in Carbonated Beverage Category and all other brands like Uro Cola, Uro Orange, Uro Lemon, Fizz Up, Lychena, Konia, Black Horse, Mangolee and Mineral Water Alma holds strong positions in soft drinks, natural fruit Drinks and mineral water market. This success led the company to introduce new beverages in the market like Fizz Up which is a clear drink, mineral water Alma, Natural Fruit Drink Mangolee and Litchi Drink Lychena. The company developed a carbonated beverage Royal Tiger for refreshing effect on body and mind with an innovation in taste and flavor. For its enviable taste and refreshing effect, Royal Tiger has become the most remarkable brand within a short time. Simultaneously same category brand Black Horse was introduced to the market with strawberry flavor.

Problem Statement:
Behind the launch of every new product, several factors play a major role in its success or failure. The effectiveness of a products launch is measured by many factors and variables, these being adequate market intelligence, long term forecasting, effective strategies as well as consumers viewpoint about the product. In this paper we discuss the factors responsible for the decline in sales. Uro energy drink is a product of Globe Soft Drinks Limited. It is a carbonated energy drink available in two flavors; Berry Blast and Gold Rush. It was launched in Bangladesh with a widespread campaign started by TV commercials, roadside advertisements, advertising vehicles offering free sample to people on roads. Uro Energy Drink was first introduced in a can, like all the other energy drinks are offered traditionally. Later when the hype wore off and people went back to their old brands, Uro Energy Drink became available in glass bottles too. Even then it could not achieve a bigger market share despite its low price offering. Globe Soft Drink is a well renowned brand, and although Uro Energy Drink became popular overnight following its launch and early publicity, its popularity began to decline within the year and with the accompanying literature, we will determine the variables that have contributed to this.

Sales chart of Uro Energy Drink: Months January February March April May June July August September October Other Soft Drinks Million Unit (cases) 150 152 156 155 159 160 158 159 162 165 Uro Energy Drink Million Unit (cases) 20 21.5 22 23 26 26.5 27 23 19 15

Sales of Uro Energy Drink

30 25 20 15 10 5 0 Million Unit (cases)

Problem Area:
In todays highly competitive environment, improving sales has become a strong and difficult challenge of the organization. There are many factors in the customers mind that makes sale to happen. Customers make purchase particular product because they have the need that is to be fulfilled. The decision behind of choosing a particular product for that is been a direct challenge for the firms to understand the customers. This study revolves around the similar kind of situation in which the sales of particular product i.e., Uro Energy Drink has been declined. It occurs because the consumer perceives that the other offers the appropriate image, or level of quality at the right price or may be the substitute is available. This study answers such questions that make the sales of Uro Energy Drink to decline. The most essential questions that has to be answered by this study are: Up to what extent promotion hits the sale of Uro Energy Drink? The common dilemma, is it really promotion that cause trouble for Uro Energy Drink? Whether the quality of Drink has been declined or the qualities of the competitors are increased? Does competition plays role in making low sales for the particular organization? Will advertisement increase and overcome the problem?

There are no easy answers to these questions, yet they trouble marketers in their day-to-day running of organizations plans and the future of both company and their selves. The reality behind sales decision is that the level of mind of customers and what motivates customers is still a big problem for marketers and researchers. In this modern era, most of the product facing high competition and affecting constantly from their competitors in diverse ways, this need to be identified seriously

Importance of Research:
This study will investigate the different factors and their influences on sales. it is also important to understand the characteristics of "problematic" competitors attitudes and behaviors that may lead to difficulties in making sales higher. This study will explore the customers perceptions illustrates the need for more research on customers perceptions about sales and for programs that make customers aware of product information as well as their actual influence. The aim of this research is to characterize and find out the different reasons that cause the sales of Uro Energy Drink to fall. This study also tells the opinion of shop owners and customers about the domestic market of Bangladesh. It is expected for an organization that it runs smoothly with good profits and an excellent team of professionals; it will continue to function in the same capacity. But practically that is not the case. Constant enhancement and development of the business and the team are essential to survive in the market and have a competitive edge. This is largely possible through good research. Nowadays research is not restricted only to medical and science fields but is an important aspect of any organization big or small. A company consists of people and it is this team that steers the course of the business. Businesses succeed or fail based on the decisions taken by these people in the organization. At the same time, most managers also need access to facts and figures about the organizations performance, markets, financial aspects to continually enhance the business and the quality of their products. Many organizations in industries like pharmaceuticals have a full fledged research and development division with quality control to ensure quality of product and invention of new products. Research involve the people directly as they are the ones who initiate all processes. Research in each of these processes can bring about meaningful and relevant implementation of policies and procedures for positive change for the organization. A proper understanding of customers and healthy interaction would be crucial factors for understanding the problem very well.

Research Objectives:
Primary objectives
To know about the expectation from the consumer what exactly they demand. To find out customers behavior about Carbonated Energy Drink. To know the opinion of existing customers about product, price, quality, availability, attitude of dealers, goodwill, and competitors and advertisement of companys product. To find out whether quality of Energy drink is improved or not. To find out whether price matches with the quality.

Secondary objectives
To make recommendations that will lead to increased the sales and customer ratio To know about the competitor movement in the market. To learn apply and excel all researcher experience

Scope of the Study:

This study is mainly focusing on the customers, both male and female specially who are experienced Uro Energy Drink. Moreover, the goal of this research is to find out and fix the sales declining issues. Respondents belong to the upper-middle class, middle-middle class and low class. The age group is above 18 years.

Limitations:
The scope of this study is limited to only to university, school college area and citizens Dhaka. The researcher does not possess any prior experience in this particular field and therefore this limited experience maybe a binding factor of consideration. Moreover due to limited funds the researcher may face with mobility problems and that is why the scope is restricted to Dhaka City. To add to this there is a time restriction on this research and so a more comprehensive study cannot be undertaken. Respondents may not be honest while giving interviews and filling the questionnaire, that is giving a false or biased picture. The researcher may not be able to create a perfect questionnaire covering all the important aspects of the study. Where on the one hand, too many questions may result in the respondent losing interest and too few may not cover every feature of the research.

Literature Review:
In this section a broad review of literature that is connected to the problem will be performed. The literature will cover areas linked to reasons and outcomes to give a general idea of what has been previously studied by other researchers. Also, this part will provide a foundation for the analysis. There are number of researchers who provide the reasons and causes of sales declining. In their research they have proved how different factors affect the sales and force it to fall. The major threat to domestic manufacture is international manufacturers but besides that there are many other major threats that cause low sales. Those factors depend upon the type of product of course but there are exceptions, which mean some of the factors influence sales regardless of the type of the product. Researcher called those factors major threat and problems and they recommend marketers to observe and study those factors before entering in the market. According to Niki Owen (expert in the field of sales training and sales management training development), following are the main factors which influence sales in negative manner: Price Substitute product Quality Competitors Unawareness

INTERACTION OF VARIABLES