1.

1 Introduction:
Internship is an important and unavoidable part for completing Bachelor of Business Administration (BBA). It helps a student to learn about the real market situation. As a major requirement for the completion of BBA program I needed to do internship in a business organi!ation that is "ell established in this field. #his program carries $ points that is ver% important for each and ever% student. I have done m% internship in &lobe 'oft (rinks )td and got the opportunit% to see the overall aspects of that organi!ation. I "orked in different areas of (haka cit%. As a result I have gained lots of kno"ledge regarding the real market phenomena. It "as reall% an unarguable e*perience. Beverage industr% is one of the leading industr% in Bangladesh. Appro*imatel% si* companies are doing their business in this sector. Almost all of the compan% alread% started to e*port their drinks in different foreign countries of the "orld. +ence this industr% pla%s a significant role in earning foreign currenc%. #hus our econom% "ill be strong and more viable than others.

1., 'cope of the 'tud%:

I have conducted questionnaire surve% on three areas of (haka cit% those are -irpur (hanmondi and .alabagan. In this section I have gained a lot of kno"ledge about customers bu%ing behavior. In addition I have gained ver% remarkable information about present market condition on different cola soft drinks especiall% on /ro cola from consumers retailers and also from business markets such as different communit% center restaurant and so on. #he 'tud% focused both on consumers "ho consume the compan%0s product in order to understand the pull effect and on retailers "ho stock the compan%0s of the product. product in order to understand the push effect "ith regrind to the promotion and distribution

1.1 2bjective of the 'tud%:

1.1.1 3rimar% 2bjective: #he primar% objective of the stud% "as to determine the
current market condition of different cola soft drinks and there "as an especial attention on /ro cola.

1.1., 'pecific 2bjectives:

#he specific objectives of the stud% are as follo"s: #o focus on the mission of the compan%. #o focus on the production procedure and s%stem of the compan%. #o focus on the future plan of the compan%. #o focus on the industr% situation and environment of the compan%. #o focus on the competitors sta%ed in the soft drink market. #o focus on customer bu%ing behavior and bu%ing decisions. #o focus on the target market and market segments. #o focus on the marketing programs and plan.

1.4 5ationale of the 'tud%:

#o survive in toda%0s business market it is ver% important to have competitive edge to out skirt the competitors. #his edge can be achieved through strategic implementation. &'() (&lobe 'oft (rinks )td.) is ver% much "ell6kno"n about its competitors and have clear idea and kno"ledge about their activities. #he intention of this stud% is to develop some applicable strategies "hich "ill establish the ne" brand strongl% in the market and thus "ill enjo% substantial market share. #he purpose of the 'tud% "as to gather necessar% information from the market to adopt an appropriate strateg% improving the market share of /ro brand of &'() (&lobe 'oft (rinks )td.) 7urthermore I tried m% best to find out the market share of the compan% target market market segments market positioning competitors strengths and position product development and product modifications anal%sis of consumer group and consumer bu%ing behavior overall marketing strategies marketing programs and marketing decisions.

1.8 -ethodolog%:
At first I have collected the primar% and secondar% data from various source of information. #hese data "ill be follo"ed b% several steps that are given belo":

1.8.1 9uestionnaire 'urve%:

I surve%ed the follo"ing age group: $61, 1161: ,;6,$ ,<611 1464; 41 and above. I also surve%ed on consumers and retailers. I found out their performance regarding cola soft drinks. It helps me to collect information on "hat customer think about cola soft drinks is it reasonable price for them and so man% things.

1.8., Intervie"s =ollected from -anagement:

I conducted the face6to6face intervie" from the higher management personnel of the compan% such as marketing manager assistant marketing manager etc. in order to get the vital information.

1.8.1 =onversation to 2thers:

I have discussed "ith other senior students and also discussed "ith m% advisor to institute the formation of the report.

1.$ 'ources of (ata =ollection:

(ata is gathered from information "hich is the foundation of research. #he search for ans"ers to research questions call for collection of data the data collection beings after a research problem has been identified and research design>plan chalked out "hile decaling about the method of data collection to be used for the stud% data are facts figures and other relevant materials past and present serving as bases for stud% and anal%sis. #"o t%pes of data should be kept in mind in case of collection. #hose are as follo"s: a) 3rimar% data. b) 'econdar% data. #he figures of the data collection process are given in the ne*t page:
1

'ources of (ata

3rimar% (ata

'econdar% (ata

1. 3ractical field "ork at different areas of (haka cit%. ,. 3ractical desk "ork. 1. 2ral intervie"s of respective officers and staffs of &lobe 'oft (rinks )td.

1. Brochure of the compan%. ,. @ournals and publications on related topics. 1. =ompan% "ebsite. 4. (ifferent relevant books.

Figure: Sources of Data.

1.< 3otential 3roblem 'tatement:

#o prepare this report I have faced some obstacles. #hese are as follo"s: )ack of adequate information. 5estriction of using Internet. I have to confine into (haka cit%. I can not choose more than three areas for m% surve%. 'econdar% data is not absolute to provide valuable information. /n"illing to give compan%0s sophisticated>internal information. )ack of financial support for collecting information in this report.

I have to collect the information from the branch office of (haka not the ?oakhali and ?ara%angonj production !one. =onsumer and retailer "ere not ver% much "illing to give enough time for surve%.
4

,.1 Companys Vision:

#o strive to"ards e*cellence and leadership in manufacturing of qualit% carbonated soft drinks and non6carbonated soft drinks natural juice and mineral "ater affordable to all to continue to unfold products on the threshold of latest technolog% and to satisf% customers need at all time "ith impeccable qualit% through optimi!ing its resources in order to achieve high productivit% and qualit%.

,.2 Companys Mission:

#o continuousl% develop and market high technolog% products "hich offer value and bring delight to our esteemed customers b% creating a competitive advantage through innovation cost structure and customer relationships. #hese initiatives "ill be adequatel% supported b% skilled professionals prudent human resource management and e*cellent service and deliver% s%stems.

,.1 Introduction of the =ompan%:

Globe Soft drinks Ltd. is a member of &lobe 3harmaceuticals &roup of companies )td. #he other member companies of this group are as follo"s:

&lobe 3harmaceuticals group of companies )td. is a leading national business house engaged in pharmaceuticals business for the last 1A %ears. As part of the diversification plan "e have alread% entered in 7-=& (7irst -oving =onsumer &oods) market "ith our I'2 :;;, certified compan% &lobe Biscuits B (air% -ilk )td. As part of the e*pansion plan in the 7-=& market the compan% has entered in the carbonated soft drinks market. Globe Soft drinks Ltd. has its o"n "orld class state6of6the6art manufacturing facilities compl%ing C+2 c&-3 guidelines and adopted the latest qualit% parameters b% organi!ing a "ell equipped 9ualit% Assurance (epartment in the plant. &lobe has highl% qualified "ell trained e*perienced and dedicated professionals to carr% out operational functions. Globe is committed to ensure better life through qualit% products. #he ultimate motto is to ensure customer satisfaction b% e*ceeding their level of e*pectation.

,.4 About the =ompan%:

Globe Soft drinks Ltd. started its operation on 1<th @ul% ,;;, through a colorful and gorgeous launching ceremon% at "inter garden of (+A.A '+A5A#2? +2#D). #he launching ceremon% "as attended b% all our distributors and leading personalities of the countr%. #he Globe Soft drinks Ltd. is able to produce carbonated and non6carbonated drinks natural juice and mineral "ater in its plant. #he plant is "ell equipped "ith hi6tech and modern machineries from Ital%. Cith the pharmaceuticals background the compan% is committed to provide qualit% product and innovative manufacturing and selling process. All of our products are manufactured and packaged in a manner designed to ensure highest possible qualit% as the products and packages are done b% latest 3)= based sophisticated machineries. Cater is the basic in addition to our &erman origin concentrate ingredient in URO and its allied products comprising over A8E of the total volume. In order to produce an appealing and refreshing beverage the ingredient "ater must not contribute substances "hich "ill affect the taste or appearance of the drinks. It is essential therefore that onl% "ater of the highest qualit% be used in the production of URO and its allied products.

,.8 3roduction =apacit%:

Chen "e started first the production capacit% of our plant "as 1; ;;; litre of carbonated soft drinks per hour. #o meet the increasing market demand "e have increased our production capacit% to ,8 ;;; litre per hour at the end of ,;;1. And it "ill also be increased on the basis of the future market demand.

,.$ 7uture 3lan of the =ompan%:

A. A complete ne" unit AST Beverage Ltd. in (haka is going to start producing carbonated soft drinks and mineral "ater from April ,;;8. B. AST Beverage Ltd. "ill be able to produce 1; ;;; litre of carbonated soft drinks and 1; ;;; litre of mineral "ater per hour. =. Fer% shortl% the compan% is to going to launch some more e*citing ne" flavors of carbonated soft drinks in the market. (. #he compan% is going to introduce mineral "ater in different pack si!e to meet the gro"ing market demand of mineral "ater. D. #he compan% has alread% started to e*port its product in India. Fer% shortl% "e "ill be able to e*port our product in some more neighboring countries that are given belo": 1. ,. 1. 4. 8. $. <. A. :. India. ?epal. Bhutan. /.A.D. .u"ait. 9atar. Bahrain. 'audi Arab. 'ingapore.

,.< 'i!e of Corkers and their Corking +ours:

Globe Soft drinks Ltd. has 14; skillful "orkers in their production !one and management level. Corkers "ork in , shifts per da% and A hours for per shift.

,.A 5a" -aterials:

#he ra" materials are divided into t"o categories that are given belo":

,.A.1 Imported 5a" -aterials:

1. Aluminum can ,. &erman origin concentrate 1. )(3D resin for pet bottle cap making 4. Activated carbon 8. 'odium citrate =itric acid Ascorbic acid sodium ben!oate 3hosphoric acid caffeine.
<

,.A., )ocal 5a" -aterials:

1. =arbon dio*ide gas (7rom Bangladesh 2*%gen =ompan%). ,. 'ugar. 1. =olor. 4. )abeling. 8. =orrugated bo* carton.

,.: 3roduction 7lo" =hart:

3roduction 3rocess 5ead% for -arket

Cater #reatment

3aleti!ation

'%rup 3reparation

'hrink Crapping

=an 7illing6'eaming

#ra% 3ackaging

Carming6 Cashing

(ate =oding

7ill )evel (etect

Source: GSDL Globe Soft Drinks Ltd.!

,.1; 3roduct Information:

,.1;.1 (,8; ml.) =an.

3acking -ode 3ack 'i!e 7lavor

: 'hrink Crapping. : 1 =ase * ,4 3cs. : =ola 2range )emon 7i!! /3.

,.1;., (11; ml.) 3et Bottle.

3acking -ode 3ack 'i!e 7lavor

: 'hrink Crapping. : 1 =ase * ,4 3cs. : =ola 2range )emon 7i!! /3.

,.1;.1 (8;; ml.) 3et Bottle.

3acking -ode 3ack 'i!e 7lavor

: 'hrink Crapping. : 1 =ase * ,4 3cs. : =ola )emon 7i!! /3.

,.1;.4 (1 )itre) 3et Bottle.

3acking -ode 3ack 'i!e 7lavor

: 'hrink Crapping. : 1 =ase * 1, 3cs. : =ola 2range )emon 7i!! /3.

,.1;.8 (, )itre) 3et Bottle.

3acking -ode 3ack 'i!e 7lavor

: 'hrink Crapping. : 1 =ase * $ 3cs. : =ola )emon 7i!! /3.

,.1;.$ (,8; ml.) #iger =an and (18; ml.) 3et Bottle.

3acking -ode 3ack 'i!e 7lavor

: 'hrink Crapping. : 1 =ase * ,4 3cs. : '"eetened =arbonated B ?on6carbonated Dnerg% (rink.

1;

,.1;.< (,8; ml.) Black +orse =an and (,<; ml.) 3et Bottle.

3acking -ode 3ack 'i!e 7lavor

: 'hrink Crapping. : 1 =ase * ,4 3cs. : '"eetened =arbonated B ?on6carbonated Dnerg% (rink.

,.11 'tructure of the 2rgani!ation:

In the organi!ation -anaging (irector takes all of the crucial decision and subordinates have to implement those decisions. #he board of directors assign different significant polic% prepare guideline and strateg% for the compan%. 2ther top level emplo%ees mutuall% support and implement the decisions. #he hierarch% of management is given belo":

'erial ?2. 1. ,. 1. 4. 8.

?ame -d. +arunur 5ashid. -d. .hairul Anam. -d. Goglul Ahmed. A...- -amunur 5ashid. -d. -ahbubur 5ahman.

(esignation =hairman. (irector. -arketing -anager. Asst. 'ales -anager. 'r. (istribution 2fficer.

11

,.1, +ierarch% of 2rgani!ational (ecision 3rocess:

#he managing director of the compan% takes all of the crucial decisions regarding different crucial situation. +e also carefull% looks after all of the activities of different functional department of the compan% such as 'ales and -arketing +uman 5esource 7inance and 3roduction. #he hierarch% of organi!ational decision process is given belo":

-anaging (irector.

(irector of 'ales B -arketing.

-arketing -anager.

Assistant -arketing -anager.

5egional 'ales -anager.

Area 'ales 2fficer.

#erritor% 'ales 2fficer.

'ales 2fficer.

Assistant 'ales 2fficer.

Figure: Organi"ational Decision #rocess.

1,

,.11 =ulture of the 2rgani!ation:

Globe Soft drinks Ltd. maintains a d%namic and aesthetic culture in all of its departments. It emphasi!es on creativit% and strong entrepreneurship b% creating learning based "orking environment "here each and ever% member of the compan% have the equal right to e*press their opinion independentl%. Globe Soft drinks Ltd. al"a%s maintains the legal and ethical issues. It al"a%s tr% to do some specific tasks that brings "ell being for the people of the societ%. 'o according to social res$onsibilit% a$$roac&' the place of Globe Soft drinks Ltd. is ver% strong.

,.() *ndustr% Standard for Globali"ation:

?o" Globe Soft drinks Ltd. has become full% equipped to become a "orld class manufacturer. Its o"n dedicated =ephalosporin manufacturing plant "hich is one of the best "orld class manufacturing plant set as per guidelines of C+2 c&-3 and compliant "ith /' 7(A /. -+5A B #&A Australia.

,.(+ Researc& and Develo$,ent:

&lobe 5esearch and (evelopment is devoted to satisf% the desired e*pectation of the customer. &lobe has brought in advanced technolog% for its 5 B ( "orks. 5 B ( includes the bibliographic search aided b% a resourceful librar% design and selection of process that ma*imi!es efficienc% B minimi!es the environmental impact accelerated and long term stabilit% testing product qualit% optimi!ation and translation of ne" scientific insights into the products.

11

1.1 7ocus 2n 'ales and -arketing:

Globe Soft drinks Ltd. has strong distribution channels all over the countr%. #he total number of distribution channel is ,$$. #hrough this large number of distribution channel it has alread% created a ver% strong place in the mind of their consumers. #he compan% has alread% identified the areas in "hich best practices can be achieved in order to meet its objectives that are as follo"s: =reate an efficient entr% barrier against local competition. Improve compan%0s distributor0s status to the trade pioneer among all 7-=& (7irst -oving =onsumer &oods) companies. (epartment of 'ales and -arketing has the responsibilit% to reach the ultimate consumers through trade. e.g. retailer. #he emphasis is not onl% on "hat volume is being sold to the retailers ('ell6In) but also on the volume sold out to the consumers ('ell62ut). #he mission of this department is H#o reach our target consumers in the most efficient and effective "a% through our strong distribution channels in ever% market place "here "e do businessI. #he activities of marketing department and 3roduction department are highl% correlated. According to the specifications of the -arketing department 3roduction department carries out the manufacturing activities. #he -arketing department forecasts the sales volume of the different brand of soft drinks for the coming business %ear and the marketing plan of the compan% are prepared based on this forecasting. According to the marketing plan -arketing department specif% the brand "ise sales target for each month to the production department. Based on the marketing plan 3roduction department sets its production schedule. #he inventories of &'() (&lobe 'oft (rinks )td.) are also evaluated at this stage to find out the actual output to be produced.

1., +ierarch% of 'ales 7orce:

&eneral -anager of 'ales.

+ead of 'ales -anager.

5egional 'ales -anager.

Area 'ales 2fficer.

14

Figure: Sales Force.

1.1 +o" the (istribution =hannel Corks:

#he compan% sells their product to the distributorsJ in turn the distributors sell to the retailers and cash B carr% as "ell. =ash B =arr% are nothing but "holesalers. =ash B =arr% are needed because at some time the retailers ma% not have adequate funds to bu% the required quantit%.

7actor%

'ales (epartment.

Internal =arr%ing Agent.

(istributors. =ash B =arr%.

5etailer

=onsumer.

Figure: Distribution -&annel.

7rom the above figure "e can easil% understand that there is a strong relationship bet"een all of the members of the figure. 7rom the factor% products come to the sales department. 7rom the sales department products come to the distributor point through internal carr%ing agent. (istributors bring all the carr%ing cost. #hen from the distributor products come to retailer and some time to "hole sellers. And finall% final consumer receives product from the retailer.

18

1.4 5eal (istribution 3rocess:

7actor%.

5egional &o do"n.

(istribution Carehouse.

(eliver% Fan 5etailer.

2pening 'tock at distribution.

=ustomer.

=ustomer

=ustomer

=ustomer

3roduct 7lo". Information 7lo".

Figure: Real Distribution .et/ork.

1$

1.4.1 'ome Important 3oints of the above mentioned figure are discussed belo":
1.4., (istribution Carehouse:

All of the distributors of the compan% have their o"n distribution "arehouse "here the% stock their product. (istributors receive products from the factor% of the compan%. #hen all the responsibilities regarding the product go to the distributor.
1.4.1 2pening 'tock at (istribution 2ffice:

Apart from the "arehouse ever% distributor also maintains another stock at their office. #he stock is for maintaining an% change in market demand instantl%. (istributors some time sell products from their counters to face special situation.
1.4.4 (eliver% Fan:

All the deliver% vans are o"ned b% the distributor to assure the suppl% of the product on the door of the "holesalers and retailers just according to their demand. #here are especiall% t"o t%pes of deliver% van such as 3ickup Fan and 5icksha" Fan.
1.4.8 5etailers:

5etailers receive products from the distribution point and finall% send to the final consumers.
1.4.$ (istributors:

Globe Soft drinks Ltd. follo"s some the criteria regarding the selection of the distributors such as the financial position of the distributor their reputation in the local market related business e*perience and so on. #he managing director of the compan% director of sales and marketing and marketing manager take decision about the selection of the distributor. After a distributor is selected the% issue a K)etter of Intent0 that specifies certain requirements of the compan%. After all of the requirements are satisfactoril% fulfilled a formal K)etter of Appointment0 is issued to them. (istributors bu% fi*ed volumes of product from the compan% at a pre6specified price and re6sell to the retailers. #he compan% closel% monitors their activities and performance in order to maintain the standard of qualit% in the market place. (istributors follo" a "ork routine set b% the compan% generating paper "ork and dail% sales report as required. (istributors are assigned a certain geographic region "ithin the% sell their product. (ifferent routed are assigned "ithin the region that helps them to sell their stock properl%.

1<

1.8 3romotional 'trateg% of &lobe 'oft drinks )td.:

Globe Soft drinks Ltd uses the specific mi* of advertising personal selling sales promotion and public relation in order to pursue its advertising and marketing objectives. #he promotional activities of the compan% are as follo"s:

3romotional Activities

Advertising

'ales 3romotion.

3ersonal 'elling.

3ublic 5elation.

Figure: #ro,otional Activities. #he above mentioned promotional activities are described belo":
1.8.1 Advertising:
Advertising is an% form of non6personal presentation and promotion of ideas goods or services b% an identified sponsor. It helps to build general a"areness encourage product handling forming positive attitude to"ards the brand increase purchase rate support other marketing decisions such as support sales force building good corporate image and so on. Globe Soft drinks Ltd uses both electronic and print media. In print media compan% uses ?e"spaper -aga!ine and +andbill etc. In electronic media compan% uses 5adio #elevision and Internet and so on. =ompan% also use outdoor media such as billboard postering etc. All of the #elevision ads are prepared b% *ndian advertising agenc%. 'o Globe Soft drinks Ltd uses e0ternal advertising agenc%. -o,$an% al/a%s uses ,usical a$$eals in t&eir ad. #he models of the ads are al"a%s chosen b% the managing director of the compan%.

1.8., 'ales 3romotion:

'ales promotion is a short6term incentive to encourage the purchase or sale of a product or service. =ompan% uses this promotion mi* in order to increase their sales. 'ales promotion includes point6of6purchase displa%s premiums price discounts coupons specialt% advertising and demonstration. =ompan% offers these facilities during Did 3uga "inter seasons special holida%s etc. Globe Soft drinks Ltd. also takes part in different fairs such as international trade fair in order to increase their sales.

1A

1.8.1 3ersonal 'elling:

3ersonal presentation b% the firm0s sales force for the purpose of making sales and building customer relationships. 3ersonal selling includes sales presentations trade sho"s and incentive programs. Globe Soft drinks Ltd. has their o"n agent throughout the countr%. =onsumers can easil% "alk in and get information0s about their desired products. Dmplo%ees of this department are ver% much skilled so that the% are al"a%s read% to help the consumers in the best possible "a%.
1.8.4 3ublic

5elation:

Building good relations "ith the compan%0s various publics b% obtaining favorable publicit% building up a good H=orporate ImageI and handling or heading off unfavorable rumors stories and events. 3ublic relation includes press release and special events. Globe Soft drinks Ltd. al"a%s tries to buildup a good relationship "ith their consumers distributors "holesalers retailers etc. In order to maintain a good relationships "ith their various publics compan% some times initiate some social activities such as donating mone% to different social "ell6fare organi!ation sponsoring different social as "ell as religious activities.

1.$ -arket 'egmentation:

(ividing a market into distinct groups "ith distinct needs characteristics or behavior "ho might require separate products or marketing mi*es. -ajor 'egmentation Fariables for =onsumer -arkets are as follo"s:
-ajor 'egmentation Fariables.

&eographic 'egmentation.

(emographic 'egmentation.

3s%chographic 'egmentation.

Behavioral 'egmentation.

Figure: 1a2or Seg,entation 3ariable.

Globe Soft drinks Ltd. segmented their "hole market through geographic segmentation and demographic segmentation. #hrough geographic segmentation compan% divided their market into different geographic regions such as (haka =hittagong ?oakhali =omilla and so on. 2n the other hand through demographic segmentation compan% divided their market into groups based on demographic variables such asJ age ($61, 1161: ,;6,$ ,<611 1464; 41L) gender (male female) occupation (student job holder "orker etc.) education ( primar% school high school =ollege universit%).

1:

1.< #arget -arketing:

A target market consists of a set of bu%ers "ho share common needs or characteristics that the compan% decides to serve. Dver% =ompan% must have a specific target market for its product. If an% compan% doesn0t have target market the% cannot achieve their main objective and are not able to survive in the market for longer period. In m% surve% I have found that the market of &lobe 'oft (rinks )td. has been divided into different age groups "hich are given belo":

-arket of &lobe 'oft (rinks )td.

=hild

#eenager.

Moung &eneration.

2lder.

/rban =iti!en.

Figure: Target 1arket.

#he table containing the information about the age group and percentage are as follo"s:

Age Grou$
$61, 1161: ,;6,$ ,<611 1464; 41 B above 1;.;; ,;.;; 4;.;; 18.;; 1;.;; 8.;;

#ercentage 4!

Source: Surve%.
#he above mentioned table sho"s that 4;E consumers are from age group ,;6,$ holds the highest percentage. #he follo"ing second highest percentage is ,;E from the age group of 1161:. 'o the main target market is the teenager and the %oung generation. ,;

1.A 3roduct 3ositioning:

#he "a% the product is identified b% consumers on important attributes6the place the product occupies in consumer0s mind relative to competing products. #here are so man% drinks compan% in the Bangladeshi beverage market. #hese companies operate their business "ith "orld famous brand name. #he follo"ing table sho"s the market positioning of all kinds of cola flavor soft drinks:

SL. .o.
1. ,. 1. 4. 8. $.

Brand .a,e -ola flavor!

/ro =ola Firgin =ola -ojo =ola 3epsi =ola 5= =ola =oca =ola

#ercentage 4!
1E 1;E 18E ,4E ,:E 41E

#osition
$th. 8th.

4th 1rd ,nd 1st

Source: Surve%.

#he above mentioned table states that the leading position in the market is occupied b% the =oca cola and the percentage is 41. #he second position is occupied b% 3epsi =ola b% having ,4E of market share. Firgin cola has got 1;E. #he follo"ings are respectivel% ,:E of 5= cola and 1E of /ro cola. 'o "e can sa% that the =oca =ola holds the first position in the consumers mind. 5= =ola is the second and 3epsi cola is in the third position respectivel%. #he position of /ro =ola is not in the satisfactor% level. 'o the compan% should take some ne" steps in order to establish a good position in the minds of consumers.

,1

1.: 3ush>3ull 3rocesses:

Globe Soft drinks Ltd. applies both 3ush and 3ull processes in order to produce their products. But it depends on the time of manufacturing as "ell on the t%pe of products. 3ush process consume more time than pull process. In push process forecasting is necessar% for the production of the product. #he compan% some times use push process in order to forecast the customer demand in the present market. 3ush process ma% also be referred to as speculative process because it helps to forecast rather than actual demand. 2n the other hand pull process can also be referred to as reactive process because it reacts to customer0s actual demand. Globe Soft drinks Ltd. uses both of the process in order to satisf% their consumers as "ell as to adapt "ith the changing market conditions.

#he figures of these processes are given belo":

-USTO15R ORD5R -6-L5 #ULL #RO-5SS5S

-USTO15R ORD5R -6-L5.

-USTO15R ORD5R ARR*3AL

1A.UFA-TUR*. G -6-L5.

#RO-UR515.T 1A.UFA-TUR*.G R5#L5.*S715.T -6-L5

#US7 #RO-5SS5S

#RO-UR515. T -6-L5.

Source: Su$$l% -&ain 1anage,ent. T&ird 5dition' Sunil -&o$ra 8 1eindl!.

,,

1.1; 'C2# Anal%sis of &lobe 'oft (rinks )td.:

'C2# anal%sis is the overall evaluation of a compan%0s strengths "eaknesses opportunities and threats. It defines the compan%0s o"n strength "eakness opportunit% and threat. It is ver% significant for a compan% because it determines the compan%0s current market position. #he term K'C2#0 can be abbreviated b% the follo"ing "a%:

Abbreviation

A,$lification
'trength

S9OT

2pportunit% #hreat Ceakness

'C2# anal%sis is related "ith t"o t%pe of anal%sis. #hose are as follo"s: 1) D*ternal Dnvironment Anal%sis (2pportunit% and #hreat Anal%sis):

In general a business unit has to monitor ke% macro environment forces (demographic economic technological political6legal and socio6cultural) and significant microenvironment actors (customers competitors distributors suppliers) that affects its abilit% to earn profits. #he business unit should set up a marketing intelligence s%stem to track trends and important developments. 7or each trend and development management needs to identif% the associated opportunities and threats.
,) Internal Dnvironment Anal%sis ('trength and Ceakness Anal%sis):

It is one thing to distinguish attractive opportunities and another to be able to take advantage these opportunities. Dach business needs to evaluate its internal strengths and "eaknesses. It is true that the business does not have to correct all its "eaknesses nor should it revel about all its strengths. #he big question is "hether the business should limit itself to those opportunities "here it possesses the
,1

required strengths or "hether it should consider better opportunities "here it might have to acquire or develop certain strengths.

#he 'trengths 2pportunities Ceaknesses and #hreats of Globe Soft drinks Ltd. is given belo": Strengt&
-arket share is higher than competitors. 'trong marketing and distribution channel. &lobe maintains high standard of qualit%. D*pert and e*perienced management. (istinctive packaging. =ontinuous gro"th in net income and net sells. Cell influencing advertisement. A"areness level of the product is ver% high. Brand values and brand recognition is ver% high. Fer% good relationships "ith both the consumers and the distributors. Abilit% to make quick decision in a critical situation. Cell motivated and high skilled emplo%ees

O$$ortunit%
#he demand for soft drinks are increasing da% b% da%. &lobe can focus customers mind b% implementing more moderni!ed advertising. 'killed emplo%ees can enrich the organi!ation. Improved communication skill. ?e" ideas are generated in the organi!ation. &lobe has a big chance to enter into international market b% e*porting neighborhood countries. 3roven advantage of good location. Adapt ne" technolog% and appoint skilled emplo%ee for the operation of ne" product. Fer% high customer satisfaction.

9eakness

T&reat

,4

&lobe has no fountain pack. ?ot the market leader. Image of the compan% is facing question. )o" market coverage.

'trong competitors. Increased price of ra" materials. &ro"ing up overhead cost. 3olitical unrest (emergenc% impact)

4.1 -ain 7unction:

As a student of Bachelor of Business Administration (BBA) major in -arketing I need to understand the current market condition current market share of different companies especiall% the current market share of Globe Soft drinks Ltd. 'o I "ould like to emphasis on the different marketing activities of the compan% such as production distribution sales and so on. I have conducted m% market surve% through face to face intervie" "ith the consumers and retailers. I tried m% best to simplif% m% questionnaire so that it "ould be familiar to the respondents. 3rimar% data "as collected from the distributors retailers and consumers.

4., )earning 3oints:

(uring m% internship program in Globe Soft drinks Ltd. I tried m% best to gain practical kno"ledge about the market that are as follo"s: I have learned that ho" to deal "ith the consumers retailers and distributors. I have learned that ho" to communicate "ith others. I have learned that ho" promotional activities pla% a significant role in managing profitable customer relationships. 7urthermore I have learned ho" to conduct a good marketing research.

4.1 Corking areas:

(uring m% internship period I have "orked different areas of (haka =it% that are as follo"s:

A5DA

G2?D
,8

(haka.

(hanmondi. -irpur61. -irpur61;. -irpur61, (3allabi #hana Area). .alabagan. 'hukrabad. .all%anpur. Dequshe Boi -ela. 'hamoli.

8.1 -arketing 5esearch:

-arketing research is the s%stematic and objective identification collection anal%sis dissemination and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunit%.

8., 5esearch (esign:

A research design is a frame"ork or blueprint for research project. It details the procedures necessar% information and its purpose is to design a stud% that interest determine possible ans"ers to the research information needed for decision making. conducting the marketing for obtaining the required "ill test the h%pothesis of questions and provide the

8.1 5esearch -ethodolog%:

#o conduct this market research I have to follo" the :uantitative researc& method. 9uantitative research seeks to quantif% the data and t%picall% applies some form of statistical anal%sis. 9uantitative research is structured statistical and recommended a final course of action. 'urve% method is used to collect data.

8.4 5esearch 2bjective:

#o conduct an e*plorator% research I needed the follo"ing information: #o recogni!e consumers attitude to"ards the =ola soft drinks. #o recogni!e consumers consumption pattern. #o recogni!e retailers attitude to"ards the =ola soft drinks. #o recogni!e retail sales pattern and volume. #o recogni!e producers activities and thinking.

8.8 'econdar% 'ources of Information:

#o collect relevant data I used the follo"ing secondar% sources: o Akij 7ood B Beverage )td.
,$

o o o o o o

3arte* Beverage )td. &lobal Beverage )td. #ranscom Beverage )td. Abdul -onem )td. Cebsite ?e"spaper.

8.$ 3rimar% 'ources of Information: 8.$.1 'ampling:

#he steps in the sampling design process "ere as follo"s:

8.$., #arget 3opulation:

#he target population is the collection of elements or objects that posses the information sought b% the researcher and about "hich inferences are to be made. /sing the follo"ing primar% sources I have gained primar% data from6 a) =onsumers: 5esiding in the -irpur (hanmondi and .alabagan. b) 5etailers: 7ound in the -irpur (hanmondi and .alabagan.

8.$.1 'ampling #echnique:

'electing a sampling technique involves several decisions of a broader nature. I have selected #robabilit% sa,$ling Si,$le Rando, Sa,$ling! for m% research "ork. 'imple random sampling is a probabilit% sampling technique in "hich each element in the population has a kno"n and equal probabilit% of selection. Dver% element is selected independentl% of ever% other element and the sample is dra"n b% a random procedure from a sampling frame.

8.$.4 'ampling /nit:

#he basis unit containing the elements of the population to be sampled.

8.$.8 'ample 'i!e:

'ample si!e is the number of elements to be included in a stud%. -% sample si!e "as as follo"s: 1;; consumers.
,<

 11 retailers.

8.< 9uestionnaire (esign:

9uestionnaire is a structured technique for data collection that consists of a series of questions "ritten or verbal that a respondent ans"er. -% question structure "as structured question that includes multiple6choice questions dichotomous questions and scales. #he t%pe of question "as close ended in "hich respondent are restricted to ans"er in some alternative question that is selected.

8.<.1 9uer% About:

=onsumers attitude to"ards =ola 'oft (rinks (Dspeciall% 2n /ro =ola) regarding qualit% price promotion distribution etc. as "ell as retailers perception about the same factors.

8.<., 'i!e of 9uestion:

#he si!e of questions "as as follo"s: a) 18 questions for consumers. b) 14 questions for retailers.

,A

$.1 -arket 'urve%:

#his market surve% "as restricted in (haka cit% and there "ere some specific area such as -irpur (hanmondi and .alabagan. Actuall% it is not possible to surve% all over the Bangladesh to identif% the current market condition of cola soft drinks. #hat0s "h% I have selected some specific area in order to collect m% necessar% data. #he market surve% activities "ere conducted on 1;; consumers and on 11 retailers of the mentioned area.

7indings of =onsumer 'urve%: #otal number of respondent: 1;;. 5espondent0s Area: -irpur (hanmondi and .alabagan
1. Chat is %our choice if %ou get thirst%N Brand name =oca =ola 3epsi =ola 5= =ola /ro =ola Firgin =ola -ojo =ola ?o. of respondent 11 18 1; 1A 11 11 (E) 11.;; 18.;; 1;.;; 1A.;; 11.;; 11.;;

&raphical (epiction:

,:

30 25 20 15 10 5 0

Coca Cola

Pepsi Cola

RC Cola Uro Cola

Virgin Cola

Mojo Cola

,. +o" man% times have %ou taken /ro =olaN

?o. of time Fer% often 2ften 'ometimes 7e" times Fer% fe" times

?o. of respondent ,8 ,1 ,$ 1: <

(E) ,8.;; ,1.;; ,$.;; 1:.;; <.;;

&raphical (epiction:

1;

30 25 20 15 10 5 0

Very often

Often

Sometimes Few times

Very few times

1. In "hich flavor do %ou like mostN

7lavor =ola 2range (iet )emon 7ruit%

?o. of respondent 41 1$ 1$ 14 11

(E) 41.;; 1$.;; 1$.;; 14.;; 11.;;

&raphical (epiction:
11

Fruity 13% Lemon 14% Cola 41%

Diet 16% Orange 16%

4. In "hich pack si!e do %ou bu% oftenN

3ack 'i!e ,8; ml ,<; ml 8;; ml 1 liter 1.8 liter , liter

?o. of respondent ,; 1$ ,4 ,; 1, A

(E) ,;.;; 1$.;; ,4.;; ,;.;; 1,.;; A.;;

&raphical (epiction:
1,

1.5 liter 12%

2 liter 8%

250 ml 20%

1 liter 20% 500 ml 24%

270 ml 16%

8. Chat is %our opinion about the qualit% of /ro =ola compared to othersN

2pinion D*cellent &ood Average Bad Fer% Bad

?o. of respondent 1< 1< 18 1A 11

(E) 1<.;; 1<.;; 18.;; 1A.;; 11.;;

&raphical (epiction:
11

!0 5 0 25 20 15 10 5 0 "#cellent $oo% &'erage (a% Very (a%

$. Chat is %our opinion about the price of /ro =olaN

3rice Fer% costl% =ostl% Average =heap Fer% =heap

?o. of respondent 1A ,< ,: 1: <

(E) 1A.;; ,<.;; ,:.;; 1:.;; <.;;

&raphical (epiction:
14

5 0 25 20 15 10 5 0 Very costly Costly &'erage C)eap Very C)eap

<. Chat "ill %ou take if /ro =ola is not availableN

Brand name =oca =ola 3epsi =ola 5= =ola -ojo =ola Firgin =ola

?o. of respondent ,; 1A 1$ ,; $

(E) ,;.;; 1A.;; 1$.;; ,;.;; $.;;

&raphical (epiction:
18

Virgin Cola ,* Mojo Cola 20*

Coca Cola 20* Coca Cola Pepsi Cola Pepsi Cola 1+* RC Cola Mojo Cola Virgin Cola

RC Cola ,*

A. Chat is %our opinion about the packaging of /ro =olaN

3ackaging D*cellent &ood Average Bad Fer% Bad

?o. of respondent ,; 1< ,A ,; 18

(E) ,;.;; 1<.;; ,A.;; ,;.;; 18.;;

&raphical (epiction:
1$

0 25 20 15 10 5 0 "#cellent $oo% &'erage (a% Very (a%

:. Chat is %our opinion about the availabilit% of /ro =olaN

Availabilit% Fer% -uch Available Available Average )ess Available ?ot Available

?o. of respondent 1; 4< 1< , 1

(E) 1;.;; 4<.;; 1<.;; ,.;; 1.;;

&raphical (epiction:
1<

50 45 40 35 30 25 20 15 10 5 0 Very M-c) &'aila.le &'aila.le &'erage /ess &'aila.le 0ot &'aila.le

1;. Chat is %our opinion about the advertisement of /ro =olaN

9ualit% of advertisement D*cellent &ood Average Bad Fer% Bad

?o. of respondent 1$ ,8 1< ,; ,1

(E) 1$.;; ,8.;; 1<.;; ,;.;; ,1.;;

&raphical (epiction:
1A

0 25 20 15 10 5 0 "#cellent $oo% &'erage (a% Very (a%

11. Chat t%pe of advertisement attracts %ou mostN

7avorite Advertisement #F ?e"spaper 5adio Billboard 3oster

?o. of respondent ,$ 1; ,: ,4 11

(E) ,$.;; 1;.;; ,:.;; ,4.;; 11.;;

&raphical (epiction:
1:

Poster 11*

1V 2,*

1V 0ewspaper Ra%io

(ill.oar% 2!* 0ewspaper 10* Ra%io 22*

(ill.oar% Poster

1,. Chat is the strong side of /ro =olaN

'trong side 9ualit% #aste 3rice 3ackaging 'i!e

?o. of respondent ,A ,4 14 ,< <

(E) ,A.;; ,4.;; 14.;; ,<.;; <.;;

&raphical (epiction:
4;

$i%e 7% !a"#aging 27%

Quality 28%

!ri"e 14%

Ta te 24%

11. If /ro =ola offers %ou some discount or free product "ill %ou purchase itN

(iscount or free product (efinitel% "ill not bu% 3robabl% "ill not bu% /ndecided 3robabl% "ill bu% (efinitel% "ill bu%

?o. of respondent 1$ 1; 11 < 14

(E) 1$.;; 1;.;; 11.;; <.;; 14.;;

&raphical (epiction:
41

!0 5 0 25 20 15 10 5 0 3efinitely will Pro.a.ly will not .-y not .-y Un%eci%e% Pro.a.ly will 3efinitely will .-y .-y

14. (o %ou think that the ne" product of 5= =ola "ill hamper the total sells volume of /ro =olaN

2pinion
(efinitel% "ill not hamper

3robabl% "ill not hamper /ndecided 3robabl% "ill hamper (efinitel% "ill hamper

?o. of respondent ,; ,; A 1, 4;

(E) ,;.;; ,;.;; A.;; 1,.;; 4;.;;

&raphical (epiction:
4,

!5 !0 5 0 25 20 15 10 5 0 3efinitely will Pro.a.ly will not )amper not )amper Un%eci%e% Pro.a.ly will 3efinitely will )amper )amper

18. Chat is %our suggestion about the improvement of /ro =olaN

'uggestion 9ualit% #aste 3rice 3ackaging 'i!e

?o. of respondent 1: 18 1: ,; ,$

(E) 1:.;; 18.;; 1:.;; ,;.;; ,$.;;

&raphical (epiction:

41

30 25 20 15 10 5 0

4-ality

1aste

Price

Pac5aging

Si6e

(emographic Age:
5espondent (emographic Age $61, 1161: ,;6,$ ,<611 1464; Above 41 ?o. of respondent 1; ,; 4; 18 1; 8 (E) 1;.;; ,;.;; 4;.;; 18.;; 1;.;; 8.;;

2ccupation of the respondents:

5espondent0s occupation 'tudent ?o. of respondent $8 (E) $8.;;

44

'ervice Business

18 ,;

18.;; ,;.;;

&raphical (epiction:
70 ,0 50 !0 0 20 10 0 St-%ent Ser'ice (-siness

7indings of 5etailer 'urve%: #otal number of respondents: 11. 'urve% Area: -irpur (hanmondi and .alabagan.
1. Chich brand comes to %our mind first "hen %ou decide to give an orderN Brand name =oca =ola 3epsi =ola 5= =ola Firgin =ola /ro =ola -ojo =ola ?o. of respondent A $ < 8 4 1 (E) ,4.,4 1A.1A ,1.,1 18.18 1,.1, :.;:

48

&raphical (epiction:

25 20 15 10 5 0

Coca Cola Pepsi Cola

RC Cola

Virgin Cola

Uro Cola Mojo Cola

,. +o" much =ola 'oft drinks %ou stored for %our retail shop last monthN

=ase 16, =ase ,61 =ase 164 =ase 468 =ase

?o. of respondent 1 4 A 1A

(E) :.;: 1,.1, ,4.,4 84.88

&raphical (epiction:
4$

60 50 40 30 20 10 0

182 Case 28 Case

8! Case !85 Case

1. Chich brand0s cola soft drinks %ou sell most frequentl%N

Brand name =oca =ola 3epsi =ola 5= =ola Firgin =ola /ro =ola -ojo =ola

?o. of respondent 11 8 1; 4 , 1

(E) 11.11 18.18 1;.1; 1,.1, $.;$ 1.;1

&raphical (epiction:
4<

35 30 25 20 15 10 5 0 Coca Cola Pepsi Cola RC Cola Virgin Cola Uro Cola Mojo Cola

4. Ch% do %ou sell that particular brand frequentl%N

5easons +igh 9ualit% 5easonable 3rice &ood #aste =onsumer preference 'tandard si!e

?o. of respondent , 1; $ 1, 1

(E) $.;$ 1;.1; 1A.1A 1$.1$ :.;:

&raphical (epiction:
4A

!0 5 0 25 20 15 10 5 0 9ig) 4-ality Reasona.le Price $oo% 1aste Cons-mer preference Stan%ar% si6e

8. Chich si!e of /ro =ola is sold most frequentl%N

3ack si!e ,<; ml 8;; ml 1 liter , liter

?o. of respondent $ 4 1$ <

(E) 1A.1A 1,.1, 4A.4A ,1.,1

&raphical (epiction:

4:

,0 50 !0 0 20 10 0 270 ml 500 ml 1 liter 2 liter

$. Chat is %our opinion about the availabilit% of /ro =ola from the distributorN

Availabilit% Fer% -uch Available Available Average )ess Available ?ot Available

?o. of respondent 8 1, $ : 1

(E) 18.18 1$.1$ 1A.1A ,<.,< 1.;1

&raphical (epiction:

8;

!0 5 0 25 20 15 10 5 0 Very M-c) &'aila.le &'aila.le &'erage /ess &'aila.le 0ot &'aila.le

<. +o" helpful is the distributor of /ro =olaN

(istributor Fer% -uch +elpful +elpful Average )ess +elpful ?ot +elpful

?o. of respondent : 11 8 $ ,

(E) ,<.,< 11.11 18.18 1A.1A $.;$

&raphical (epiction:
81

35 30 25 20 15 10 5 0 Very M-c) 9elpf-l 9elpf-l &'erage /ess 9elpf-l 0ot 9elpf-l

A. Are %ou satisfied "ith %our current pa%ment period if not then "hat is %our e*pected pa%ment periodN

D*pected pa%ment period <61; da%s 1;618 da%s 186,; da%s ,;61; da%s

?o. of respondent < A $ 1,

(E) ,1.,1 ,4.,4 1A.1A 1$.1$

&raphical (epiction:
8,

!0 5 0 25 20 15 10 5 0 7810 %ays 10815 %ays 15820 %ays 208 0 %ays

:. Chat t%pe of sales promotion is advantageous to %ouN

'ales promotion 7ree 'ample 'lotting fees =oloring the 'hop -ore =redit limit

?o. of respondent 14 < < 8

(E) 4,.4, ,1.,1 ,1.,1 18.18

&raphical (epiction:
81

!5 !0 5 0 25 20 15 10 5 0 Free Sample Slotting fees Coloring t)e S)op More Cre%it /imit

1;. Chich media "ould %ou prefer for good advertising methodN

3referred medial #F ?e"spaper 5adio Billboard -aga!ine 3oster

?o. of respondent 18 4 4 8 1 ,

(E) 48.48 1,.1, 1,.1, 18.18 :.;: $.;$

&raphical (epiction:

84

50 45 40 35 30 25 20 15 10 5 0 1V 0ewspaper Ra%io (ill.oar% Maga6ine Poster

11. Chat is %our favorite #F programN

favorite #F program (rama -ovie #ele film -usical 'ho" Business 'olution

?o. of respondent : A A $ ,

(E) ,<.,< ,4.,4 ,4.,4 1A.1A $.;$

&raphical (epiction:
88

0 25 20 15 10 5 0 3rama Mo'ie 1ele film M-sical S)ow (-siness Sol-tion

1,. Chat t%pe of transport facilit% "ould %ou prefer for the deliver% of productN

#ransport facilit% (eliver% Fan 3ickup Fan =argo #ruck

?o. of respondent 11 14 , 4

(E) 1:.1: 4,.4, $.;$ 1,.1,

&raphical (epiction:
8$

!5 !0 5 0 25 20 15 10 5 0 3eli'ery Van Pic5-p Van Cargo 1r-c5

11. Chat is %our opinion about the current distribution s%stem of /ro =olaN

(istribution s%stem (efinitel% not effective 3robabl% not effective 3robabl% effective (efinitel% effective

?o. of respondent A : $ 1;

(E) ,4.,4 ,<.,< 1,.1, 1;.1;

&raphical (epiction:
8<

35 30 25 20 15 10 5 0 3efinitely not Pro.a.ly not effecti'e effecti'e Pro.a.ly effecti'e 3efinitely effecti'e

14. (o %ou have an% suggestion for /ro =olaN

'uggestion Increase product qualit% Attractive Advertisement 3rice reduction Attractive packaging

?o. of respondent 1$ : 8 1

(E) 4A.4A ,<.,< 18.18 :.;:

&raphical (epiction:
8A

,0 50 !0 0 20 10 0
on Pr ice re %c ti &t tra pr o% -c t; -a lit pa c5 ag ing cti 'e en t &% 'e rti s em y :n cr ea se

<.1 =onclusion:
-arketing of =ola soft drinks is not a ne" phenomenon in our countr%. 7or better marketing achievement companies should appl% modern polic% and procedure in order to achieve their desired objective. In our countr% especiall% middle class and higher class people consumer soft drinks. ?o"ada%s market is ver% much competitive. #hus companies should be able to adapt "ith the changing market condition. &lobe 'oft (rinks )td. is one of the innovative marketer of soft drinks in our countr%. &lobe is the first compan% in our domestic market "hich launched carbonated beverage. /ndoubtedl% it "as a landmark in the beverage industr%. B% follo"ing the path of innovation and uniqueness it alread% entered in the international market and to provide the consumers a colorful e*perience. 5eport on current market condition is the part of BBA program. I learned so man% things from this report about &lobe soft drinks )td. such as its product nature its distributors retailers consumers and its overall marketing condition in beverage industr%. 8:

&t tra

cti 'e

<., 5ecommendation:
<.,.1 5ecommendation based on consumer surve%:
-ost of the consumer purchases 8;; ml frequentl%. 'o compan% should tr% to emphasis on this pack si!e. #he highest percentage of the consumer said that the qualit% of /ro cola is in the average position. 'o compan% should tr% to improve it. ,<E consumers said that /ro cola is costl%. 'o compan% should follo" competitive based pricing. If /ro cola is not available then most of the consumer "ill take 5= cola. #hus compan% should follo" intensive distribution s%stem. $;

#he highest percentage of the consumer said that the packaging of /ro cola is in the average position. #hus compan% should tr% to improve the e*isting packaging. 2nl% 1$E consumer said that the advertisement of /ro cola is e*cellent. #hus compan% should tr% to develop the qualit% of advertisement. #he highest percentage of the consumer said that if the compan% provides some discount or free sample then the% "ill purchase it. 'o compan% ma% provide it. #he highest percentage of the consumer said that the ne" product of 5= cola "ill definitel% hamper the total sales volume of /ro cola. #hus compan% should carefull% monitor the activities of their competitors especiall% of 5= =ola. #he highest percentage of the consumer said that the compan% should improve the e*isting si!e of the product. #F= (#elevision =ommercial) should be provided before and during the popular program. =ompan% should provide more promotional campaign for the product. =ompan% should use such t%pes of ingredients that are not harmful for human bod%. 3roduct distribution can be conducted through the current distribution s%stem. =ompan% should improve product qualit% taste and flavor in order to compete "ith the market. Attractive advertisement campaign should be conducted especiall% through #F radio ?e"spaper billboard and poster. Another promotional campaign like free sampling in different universities colleges or on 3ahela Baishak in (haka cit% including other big cities.

<.,., 5ecommendation based on retailer surve%:

According to retailer surve% I sa" that the sales of 5= cola is much higher than that of /ro cola. #hus compan% should tr% to increase their e*isting sales. =onsumer preference of /ro cola is in the satisfactor% level. 'o compan% should tr% to achieve the consumer preference. #he sale of 8;; ml of /ro cola is not good. 'o compan% should tr% to increase the sale of this quantit%. ,<.,<E of the retailer said that /ro cola is less available from the distributor. 'o compan% should carefull% handle this situation. #he highest percentage of the retailer said that their e*pected pa%ment period is ,;61; da%s. #hus compan% ma% provide it based on the market condition.

$1

#he highest percentage of the retailer said that free sample as a sales promotion is ver% much advantageous for them. 'o compan% ma% provide this based on the market condition. #he highest percentage of the retailer said that #F= (#elevision =ommercial) is the most effective media for advertising. #hus compan% should emphasis on it. 4,.4,E of the retailer preferred pickup van as transport facilit%. 'o compan% should take it into account. 4A.4AE of the retailer said that qualit% of /ro cola is not good. 'o compan% should tr% to improve the product qualit%.

<.1 Bibliograph%:
Books:
?aresh .. -alhotra -arketing 5esearch O An Applied 2rientation (4th Ddition). 3hilip .otler B &ra% Armstrong 3rinciples of -arketing O (1;th Ddition). 'unil =hopra 3eter -eindl 'uppl% =hain -anagement 6 (#hird Ddition).

Cebsites:
http:>>""".globepharmagroupbd.com $,

http:>>""".parte*beverage.com http:>>""".akijfood.com http:>>""".amlbd.com

<.4 9uestionnaires:
;uestionnaire To *dentif% T&e -urrent 1arket -ondition Of Different -ola Soft Drinks A S$ecial Attention on Uro -ola!. ;uestionnaire For T&e -onsu,er.
#lease $rovide t&e follo/ing infor,ation:<
.a,e: Address: -ontact no: $1

5<,ail: -ontact #lace: -ontact ti,e:

#lease tick =! t&e a$$ro$riate ans/er:<

Gender: P -ale P 7emale

Age grou$: P $61, P 1161: P ,;6,$ P ,<611 P 1464; P Above 41. 5ducation: P ''= P +'= P &raduate P 3ost &raduate

Occu$ation: P 'tudent P 'ervice P Business 1. Chat is %our choice if %ou get thirst%N P =oca =ola P 3epsi =ola P 5= =ola P /ro =ola P Firgin =ola P -ojo =ola ,. +o" man% times have %ou taken /ro =olaN P Fer% often P 2ften P 'ometimes P fe" times P Fer% fe" times 1. In "hich flavor do %ou like mostN P =ola P 2range P (iet P )emon P 7ruit% 4. In "hich pack si!e do %ou bu% oftenN P ,8; ml P ,<; ml P 8;; ml P 1 liter P 1.8 liter P , liter

8. Chat is %our opinion about the qualit% of /ro =ola compared to othersN P D*cellent P &ood P Average P Bad P Fer% Bad $. Chat is %our opinion about the price of /ro =olaN P Fer% costl% P =ostl% P Average P =heap P Fer% =heap <. Chat "ill %ou take if /ro =ola is not availableN P =oca =ola P 3epsi =ola P 5= =ola P -ojo =ola P Firgin =ola A. Chat is %our opinion about the packaging of /ro =olaN P D*cellent P &ood P Average P Bad P Fer% Bad :. Chat is %our opinion about the availabilit% of /ro =olaN $4

P Fer% -uch Available P Available P Average P )ess Available P ?ot Available 1;. Chat is %our opinion about the advertisement of /ro =olaN P D*cellent P &ood P Average P Bad P Fer% Bad 11. Chat t%pe of advertisement attracts %ou mostN P #F P ?e"spaper P 5adio P Billboard P 3oster 1,. Chat is the strong side of /ro =olaN P 9ualit% P #aste P 3rice P 3ackaging P 'i!e 11. If /ro =ola offers %ou some discount or free product "ill %ou purchase itN P (efinitel% "ill not bu% P 3robabl% "ill not bu% P /ndecided P 3robabl% "ill bu% P (efinitel% "ill bu% 14. (o %ou think that the ne" product of 5= =ola "ill hamper the total sells volume of /ro =olaN P (efinitel% "ill not hamper P 3robabl% "ill not hamper P /ndecided P 3robabl% "ill hamper P (efinitel% "ill hamper 18. Chat is %our suggestion about the improvement of /ro =olaN P 9ualit% P #aste P 3rice P 3ackaging P 'i!e

;uestionnaire To *dentif% T&e -urrent 1arket -ondition Of Different -ola Soft Drinks A S$ecial Attention On Uro -ola!. ;uestionnaire for t&e Retailer.
#lease $rovide t&e follo/ing infor,ation:<
.a,e of t&e Outlet: Address: -ontact no: 1. Chich brand comes to %our mind first "hen %ou decide to give an orderN $8

Q =oca =ola Q Q 3epsi =ola Q 5= =ola Q Firgin =ola Q /ro =ola Q -ojo =ola ,. +o" much =ola 'oft drinks %ou stored for %our retail shop last monthN Q 16, =ase Q ,61 =ase Q 164 =ase Q 468 =ase 1. Chich brand0s cola soft drinks %ou sell most frequentl%N Q =oca =ola Q 5= =ola Q 3epsi =ola Q Firgin =ola Q /ro =ola Q -ojo =ola 4. Ch% do %ou sell that particular brand frequentl%N Q +igh 9ualit% Q 5easonable 3rice Q &ood #aste Q =onsumer preference Q 'tandard si!e 8. Chich si!e of /ro =ola is sold most frequentl%N Q ,<; ml Q 8;; ml Q 1 liter Q , liter $. Chat is %our opinion about the availabilit% of /ro =ola from the distributorN Q Fer% -uch Available Q Available Q Average Q )ess Available Q ?ot Available <. +o" helpful is the distributor of /ro =olaN Q Fer% -uch +elpful Q +elpful Q Average Q )ess +elpful Q ?ot +elpful A. Are %ou satisfied "ith %our current pa%ment period if not then "hat is %our e*pected pa%ment periodN Q <61; da%s Q 1;618 da%s Q 186,; da%s Q ,;61; da%s

:. Chat t%pe of sales promotion is advantageous to %ouN Q 7ree 'ample Q 'lotting fees Q =oloring the 'hop Q -ore =redit limit 1;. Chich media "ould %ou prefer for good advertising methodN Q #F Q ?e"spaper Q 5adio Q Billboard Q -aga!ine Q 3oster 11. Chat is %our favorite #F programN Q (rama Q -ovie Q #ele film Q -usical 'ho" Q Business 'olution 1,. Chat t%pe of transport facilit% "ould %ou prefer for the deliver% of productN Q (eliver% Fan Q 3ickup Fan Q =argo Q #ruck $$

11. Chat is %our opinion about the current distribution s%stem of /ro =olaN Q (efinitel% not effective Q 3robabl% not effective Q 3robabl% effective Q (efinitel% effective 14. (o %ou have an% suggestion for /ro =olaN ...................................................................................................................................................... ......................................................................................................................................................

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