Big Boss Final Report

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Product: Big Boss

Company: Partex Beverage Ltd.
Identifying the reasons of declining sales and ways to
increase the market share of Big Boss
Prepared for
Mr. Samy Ahmed
Lecturer, School of Business
North South University
Prepared by
Muntasir Ahmed Zaman
061 461 030
Md. Nazam Al Deen
063 365 030
Meftahul Islam
072 306 030
ATM Muntasirul Alam
083 496 030
Hasibun Shuhad
091 0628 030
Md. Tanjir Masud
091 0997 030
Date of submission
April 16, 2012
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April 16, 2012
Mr. Samy Ahmed

Lecturer, School of Business
North South University
Dhaka
Sub: Submission of the marketing research report on Identifying the reasons
of declining sales and ways to increase the market share
Dear Sir,
I am enormous delight to submit you the marketing research report
Identifying the reasons of declining sales and ways to increase the market
share which was assigned to me for the academic requirements of BBA
program of North South University, Bangladesh. The sole aim of this program
is to develop my personal and practical knowledge, which adds to the
theoretical part of my study. Thus enabling me to move one- step further to
face the challenges professionally in the job of marketing.
I would like to express my earnest gratitude and admiration to you for your
continuous guidance, advice, suggestion and wholehearted cooperation
during this tenure that played in vital role in making this report to success.
Sincerely yours,
Muntasir Ahmed Zaman
061 432 030
Md. Nazam Al Deen
063 365 030
Meftahul Islam
072 306 030
ATM Muntasirul Alam
083 496 030
Hasibun Shuhad
091 0628 030
Md. Tanjir Masud
091 0997 030
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Acknowledgement
There are some people stay behind others and play the role of
backstage by inspiring, providing support and help in different ways to the
maxim of their ability which provided the impetus of my study. First I would
like to thank Allah and then those people help others.
I would like to give thanks to our honorable teacher Mr. Samy Ahmed
who managed valuable time for the busy period and guided me on data
collection, data analysis and report arrangement and provided helpful
guiding opinion at whatever time I asked. I would like to express my
indebtedness to Md. Nahid Yousuf, Brand Manager of Partex Beverage Ltd.
who gives all types of support to allow me to complete my report work.
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Table of Contents
1. Executive Summary
2. Introduction
05
06
a. Partex Beverage Ltd: at a glance

07
3. Objective
4. Significance of the study
17
5. Methodology
6. Research Results
17
17
19
a. Frequency Analysis
6.2 Analysis of ANOVA
6.3 Cross Tabulation Analysis
6.4 Regression Model
6.5 Factor Analysis
19
34
41
48
56
7. Recommendation
65
8. Limitations of the study

65
9. Conclusion
66
10.
Bibliography
67
11.
Appendix
68
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1. Executive Summary
Energy drink is a new version of soft drinks in our market. In midst of

carbonated beverage energy drink is trying to explore a new world of taste,
flavor & feelings. In our country energy drinks market is new one but very
potential. Now the market value of this market is around Tk. 100 cror &
increasing day by day. So undoubtedly its a great opportunity for a soft
drinks marketer to enter the market and gain market share & profit. Partex
Beverage Limited a leading soft drinks producer, launched a new brand of
energy drinks (BIG BOSS) in our market. We, as a marketing research team
tried to analyze the existing situation of energy drinks market. Besides, we
also tried to find out potentiality of developing BIG BOSS in this market and
future potential of it. Analyzing all these marketers we have come to a
conclusion that there is a great opportunity for Partex Beverage Ltd. to
develop a new brand of energy drinks. After analyzing the overall situation
we found out that there are several reasons why the sales of BIG BOSS went
down and suggested several ways to implement that might work to capture
more market share.
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2. Introduction
To quench thirst we people were used to drink water. But now to keep
pace with the time we drink carbonated water which called soft drinks e.g.
Coca-Cola, Pepsi, RC Cola, 7-up, Sprite etc. Taking soft drinks is also as
fashion or part of leading modern life. Changing time inspires the markets to
develop new product to adapt meet the customers new demand. For this
ongoing innovation the substitute of water is soft drink and the newer one is
energy drink.
Energy drink is the demand of time. Todays consumers are eager to
enjoy different taste & flavor. Consumers become monotonous taking
traditional soft drinks some taste, same flavor that is ways they are looking
for different taste, different feelings. And the solution is the energy drink.
In our country, the market for energy drink is new but its a very
potential market. It is assumed that now the worth of energy drink market is
Tk. 100 cror & its increasing day by day. To capture this rising market a
several companies are working in our market. They are
Company
Brand Name
Globe soft drinks Ltd.
Royal Tiger
Akij Food & Beverage Ltd.
Speed
PRAN Foods Ltd.
PRAN Power
Osotspa Co. Ltd. (Thailand)
Shark
All these mentioned companies are trying to gain a good share in this
market by dint of their innovative activities. Each company is conducting
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various activities like advertising, dynamic branding, distribution etc. trying

to positioning its brand in the minds of the consumers more strongly than its
competitors. Even though there are some limitations to meet the market
demand as well as to satisfy consumers expectation. So, there is a scope to
enter the energy drinks market with a new brand & provide something new
for the consumers. Partex Beverages Ltd. came up with BIG BOSS that
splashed the market with its appearance shortly. Now, its in the second
position in the market.
2.1
Partex Beverage Ltd: at a glance
Mission:
Our Mission is to provide value at an economic cost, progress in
diversity, and continue to contribute to the growth of industrialization in
Bangladesh by being the market challenger.
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Vision:
To offer unparallel value to create customer delight and enhance
business productivity is the vision of Partex Beverage Ltd... We will also
generate value for our capabilities beyond Bangladesh boarders, and deliver
services and products globally
Origin:
Partext group started modestly in 1959 in tobacco trading and with
prudent entrepreneurship of our Founder Chairman Mr. M.A. Hashem today
we have a stake in tobacco, food, water, soft drinks, steel container, edible
oil, wooden board, furniture, cotton yarn and IT sector. After Bangladesh was
established our Chairman setup M/S Hashem Corporation (Pvt.) Ltd. in
Chittagong city meeting the large demand of food and materials needed for
sustaining the needs of a new nation through imports. From importing to
import substitution was the next logical step and the stepping stone into the
manufacturer sector, which was matured to the multimillion dollar diverse
investment of the Partex Group today. A dedicated work force and committed
board members led by our Chairman and backed by a market oriented
corporate strategy has been the cornerstone of our success. Today the group
has over twenty family owned private limited companies with a sizable
turnover. Ours is a dynamic organization always exploring new ideas and
avenues to expand and grow further.
Birth of RC Cola:
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In 1994, Mr. M. A. Hashem, Chairman of Partex Group visited an

International Trade Exhibition in the USA, where he happened to meet the
executives of Royal Crown Cola Co. International. From then on he started
conceptualizing the idea of RC beverage brand in Bangladesh. With
international brand name recognition and quality he expected that it would
gain acceptability in the Bangladesh market.
When he returned, a wide range of marketing research was carried out

by Partex as well as RC International. After positive results, in 1996, the
Corporate Head and the Directors formed Partex Beverage Ltd. Mr. Rubel
Aziz, one of the pioneers of the concept of RC, was given the position of
Managing Director. Funds worth Tk. 10 Cror were raised as part of Equity
from the Group. Although registered as a Public Limited Company, no public
offerings have been made as yet. The factory was setup in Rajendrapur,
40km away from Dhaka city. The company commenced commercial
production on 6th October 1997, and RC was launched in Dhaka on 20th
October 1997. This is the story of how Partex Beverage Limited became the
sole official bottler of Royal Crown Cola Co. International.
Now it has been almost 10 years since then, and a number of new
products, in new and innovative packages have been introduced to the
market. Partex Beverage has also introduced RC outside Dhaka into
unexplored markets. We are proud to say that we have stuck to our mission
and are now worth over Taka 80 cror (US$ 16 Million)
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Gradual Market Presence of Partex Beverage Limited

June 25, 1998
Introduction of RC Flavors (RC Cola, Royal Cloudy Lemon, Royal Orange,
Upper 10) in 300ml Glass bottle in Greater Chittagong, through 10
distributors
August 24, 1998
Introduction of RC Flavors (RC Cola, Royal Cloudy Lemon, Royel

Orange, and Upper 10) in 300ml Glass bottle in Greater Noakhali brought
diversity in the market. Four Distributors were mobilized.
October 28, 1998
Just before the closing stages of 1998, after assigning of few new
distributors, Partex Beverage began distributing in Comilla, which added to
its penetration in the southern region.
May 29, 1999

To add its line of products, Partex Beverage introduced three of RCs
flavors (RC Cola, Cloudy Lemon and Royal Orange) in 1 liter Glass bottles. In
one short, this new size was introduced to all its existing markets (Greater
Dhaka, Chittagong, Noakhali and Comilla)
March 15, 2000
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For the first time in Bangladesh, as planned, Partex Beverage launched

RC flavors in the revolutionary food grade PET bottles in two sixes- 1.0 and
1.5 Liter, in Greater Dhaka. Within a few weeks, Partex Beverage, went on to
penetrate not only their existing markets, but also markets that they had left
unexplored due to the constraints of glass packaging.
March 26, 2000

Just before the Asia Cup, which was held in Dhaka, Partex Beverage
added a feather to its cup, by launching its own mineral water brand, MUM. It
was introduced in food grade PET in two sizes- 0.5 and 1.5 Liter.
April 6, 2000
Partex Beverage launched their products in Sylhet, one of the largest

markets in Bangladesh, with the introduction of RC Flavors and MUM in PET.
This PBL did by mobilization of distributors of Danish Distribution Network. By
this pointing time, Partex Beverage had mobilizing a total of 101 distributors.
Partex Beverage Ltd.: Core functions

A Production of RC Cola
Mission:
We delight our customers .with superior quality product through
flexible operations.
In order to support the mission, Production department is performing the
following activities successfully:
Support brand portfolio / new product launch.
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Availability/product harmonization.
Quality/ meet international standards.
Low cost producer.
Backward vertical integration:

Partex Beverage requires most of its suppliers to deliver raw materials
just in time for using on its production line. They only need CSD chemical
which they use for flavor and perform for bottling. Other than that they
produce everything here with their automated machineries. They usually buy
those raw materials from suppliers twice a year.
Focus on Sales and Marketing
Mission:
To reach our target consumes by the most efficient and effective way
through our strong distribution channels in every market place where we do
business. This department identifies the areas in which best practice must be
achieved to enable markets to meet its objectives, which are:
Create an efficient entry barrier against local competition.
Improve our distributor's status to the trade pioneer among all FMCG
companies.
It has the responsibility to reach the ultimate consumers through trade.

E.g. Retailer emphasis is not only on what volume is being sold to the
retailers (Sell-In), but also on the volume sold out to consumers (Sell-Out).
The mission of Sales and Marketing department is "To reach our target
consumers in the most efficient and effective way through our strong
distribution channels in every market place where we do business."
The Marketing Department and the Production Department activities
are highly correlated. According to the needs of the Marketing Department,
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Production Department carries out the CSD manufacturing. The marketing

Department forecasts the sales volume of the different brand soft drink for
the coming business year and based on this; prepare a marketing plan
known as the Sales Operational Plan (SOP). According to the Plan, Marketing
Department communicates the brand wise sales target for each month to the
Production Department. Based on the SOP, Production Department sets its
production schedule. The inventories of CSD are also evaluated at this stage
to find out the actual output to be produced.
Partex Beverage has a well-defined mission for the selling and marketing of
products, which to reach our target consumers in the most efficient and
effective way through our strong distribution channels in every market place
where we do business.
A well-organized trade marketing team is working continuously to make
this .mission successful; furthermore the whole country has been divided into
three regions to perform the selling activities efficiently.
Hierarchy of Sales Force:
GM of Sales
Head of Sales Manager
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Regional Sales Manager
Area Sales Officer
How the Distribution Channel works:

The Company sells their product to the distributors; in turn the
distributors sell to the retailers and cash & carry as well. Cash & carry are
nothing but wholesalers. Cash & Carry are needed because at times the
retailers may not have adequate funds to buy the required quantity.
Factory
Sales
Depots
Internal
Carrying Agent
Distributor
s
Retailer
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Consumer
Cash &
Carry
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Figure: Distribution channel
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Distribution Process:
i. Regional Go-down: There are three regional go-downs throughout the
country to fill every regional demand just at the time of need and to
overcome various uncertainties related to physical distribution of products,
every regional go-down is directly controlled by separate Regional Manager
to face the regional physical distribution challenge.
ii. Distribution Warehouse: All distributors have their own warehouse,
where RC can be kept safely while not degrading its product quality.
Distributors buy RC from the Company and from that point ownership and all
responsibilities of the products go under the distributors.
iii. Opening Stock at Distributors Office: Apart from the warehouse.
every distributor also maintains another stock at their office. This stock is for
maintaining any change in market demand instantly. Dealers sometimes sell
RC through their counters to face special situation.
iv. Delivery Van: All the delivery vans are owned by the dealers to assure
the supply of RC on the door of wholesalers and retailers just according to
their demand. There are two types of delivery vans. One is Pickup van and
another is Rickshaw van.
v. Retailers: Retailers are at the end of the physical distribution system of
cigarette Selling products directly to the consumer.
vi. Distributors: The financial standing of the distributors, their reputation
in the local region, and prior related business experience are some of the key
criteria examined when a distributor is selected. The Head of sales, Regional
manager and MD of the Company make a decision check the evaluation
forms and field recommendations. After a distributor is selected they issue a
letter of intent that specifies certain requirements of the company. After
these
requirements
appointment' is issued.
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are
satisfactorily
fulfilled,
formal
-'letter
of
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Distributors buy fixed volumes of RC from the Company at a set price and
resell to the retailers. The company closely monitors their activities and
performance and ensures them to operate in the market at the highest
standard. Distributors follow a work routine set by the company, generating
paper work, and reports as required. Distributors are assigned a certain
geographic region within which they sell their RC. Different routes are
assigned within the region that helps to sell their stock.
SWOT Analysis of Partex Beverage Ltd.:
The term SWOT is the abbreviated form of strength, weakness,
opportunities and threats. If we look into Partex Beverage Ltd. careful then
we can identify the following things:
Strength
Brand
Weakness
values
&
Brand Not the market headers.
recognition is high.
Fewer budgets on promotional
Market share is high.

Effective
market
activities.
&
dist. No insurance coverage.
channel.
Image
Expert
&
experienced
of
the
company
is
facing question.
management.
Continuous
growth
in
net
income & net sells.

Opportunities
Demand
for
Threats
soft
drinks
is Strong competitors.
increasing.
New market is opening each
day
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Increased
price
of
materials.
Growing up overhead cost.
raw
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New product can be launched.
Political
Skilled employees enrich the
unrest
(emergency
impact).
org
3. Objective
The objective of the project is to learn how to analyze product
acceptability and potentiality through studying consumer and retailer mind
thoroughly. Also to realize the work of a brand manager how a new product is
established in an existing market.
4. Significance of the study

To indentify the reasons of sales being decreased and find out the ways
to increase the market position is very important to the employers to achieve
the continuity of the product, is important to the employees to meet their
KPIs, is important to the stockholders both internal and external to earn profit
and sustainability of the investment.
5. Methodology
The data required for the study are of both primary and secondary
data. Secondary data will be collected from the organization that it had
collected during the product launching. I will also browse internet to get
overall idea about the energy drink market of the country. On the other hand,
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primary data will be collected by conducting a survey on retailers, consumers

and competitors. I would use interview, survey method, published statistics
as required from the respondents to collect the data. The sample size for the
survey would be 120 and decision will be made by applying various
techniques using SPSS presenting different graphs and calculations.
Questionnaire design:
I select close ended question. The question was
divided by
demographic and product oriented. I discuss with consumers about sex, age,
occupation in demographic question and discuss about brand, price, quality,
test, and flavor, pack size, packaging etc.
Data Analysis Techniques:
To analyze data, the following percentile and frequency table are
applied in the report.
Scope of the study:
Earlier people of rural area entertained their guest and acquaintances
with just homemade lemon drinks or something like that kind is called
sharbat. Beverage marketers has changed this attitude to the consumers
and created a new style. Now people become trendier and entertain their
kith and kin with soft drinks emerge as a new culture. As consumers are
becoming more conscious about their health and ultimately the scope of the
soft drinks is turning into health/ energy drinks.
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6. Research Results
6.1 Frequency Analysis

1.
Age of the respondents
Frequenc
y
Percent
Valid
Cumulative
Percent
Percent
Valid 15-24 years
20
16.7
16.7
16.7
25-34 years
46
38.3
38.3
55.0
35-44 years
26
21.7
21.7
76.7
45 years and
28
23.3
23.3
100.0
120
100.0
100.0
above
Total
The above graph shows that among the total respondents most of the
respondents are of 25-34 years and the percentage is 38.3 and they are the
target group that BIG BOSS targets to sell its products. Besides, there are
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significant numbers of respondents who are aged between 35-44 years and
45 years and above.
2.
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Profession of the respondents

Frequenc
y
Valid Student
Percent
Valid
Cumulative
Percent
Percent
41
34.2
34.2
34.2
Private Sector
27
22.5
22.5
56.7
Government
21
17.5
17.5
74.2
29
24.2
24.2
98.3
1.7
1.7
100.0
120
100.0
100.0
Sector
Entrepreneur
Other
Total
The chart demonstrates that there are 34.2 percentages of the total
respondents is students that are the highest of all. Other than this there are
entrepreneurs of 24.2% and private sector of 22.5% is well mentionable.
3.
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Income level
Frequenc
y
Valid Less than Tk
Percent
Valid
Cumulative
Percent
Percent
1.7
1.7
1.7
11
9.2
9.2
10.8
43
35.8
35.8
46.7
42
35.0
35.0
81.7
22
18.3
18.3
100.0
120
100.0
100.0
5000
Tk 5001-Tk
10000
Tk 10001- Tk
20000
Tk 20001-Tk
30000
More than
30000
Total
The chart describes that the respondents whose monthly income level
is TK 10001- TK 20000and TK 20001- TK 30000 are the highest and their
percentages are 35.8% and 35.0% respectively. It means the respondents
who are aged between 25-34 years and 35- 44 years earn more.
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4.
When you go for buying any energy which one come
to your mind first
Frequenc
y
Valid BIG BOSS
Percent
Valid
Cumulative
Percent
Percent
41
34.2
34.2
34.2
TIGER
46
38.3
38.3
72.5
SPEED
16
13.3
13.3
85.8
BLACK
5.8
5.8
91.7
POWER
3.3
3.3
95.0
OTHER
5.0
5.0
100.0
120
100.0
100.0
HORSE
Total
The above mentioned graph indentifies that when the respondents

were asked which brand name comes to their mind first when they go for
buying any energy drink, most of them about 38.3% replied that TIGER is the
brand name that they recall first. Besides, there are significant number of the
respondents about 34.2% who recall BIG BOSS first that implies that TIGER is
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the number one energy drink in the market and BIG BOSS is in the second
position.
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5.
How often do you buy any energy drink
Frequenc
y
Valid Daily
Percent
Valid
Cumulative
Percent
Percent
19
15.8
15.8
15.8
Once a week
56
46.7
46.7
62.5
More than once a
24
20.0
20.0
82.5
21
17.5
17.5
100.0
120
100.0
100.0
week
Once a month
Total
The chart mentioned above describes that the energy drink market in
Bangladesh is growing and potential too as the buyers are used to buy
energy drinks frequently. The graph shows that 46.7% of the total
respondents buy energy drink once a week, 24% buy more than once a week
and 19% bur energy drink daily that is more significant for the future growth
of this market.
6.
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Sales of BIG BOSS is increasing day by day

Frequenc
y
Valid Strongly
Percent
Valid
Cumulative
Percent
Percent
29
24.2
24.2
24.2
Agree
61
50.8
50.8
75.0
Neutral
20
16.7
16.7
91.7
Disagree
10
8.3
8.3
100.0
120
100.0
100.0
Agree
Total
The above chart demonstrates that the sale of BIG BOSS is increasing
day by day because among the total number of the respondents 50.8% are
agreed that BIG BOSS is being sold out more. Besides, 24.2% said that they
are highly agreed that the sale of BIG BOSS is increasing. This indicates that
BIG BOSS has high potential in the market to grab the first position in
Bangladesh.
7.
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Price if BIG BOSS is higher compared to other energy

drink
Frequenc
y
Valid Strongly
Percent
Valid
Cumulative
Percent
Percent
.8
.8
.8
Agree
21
17.5
17.5
18.3
Neutral
37
30.8
30.8
49.2
Disagree
59
49.2
49.2
98.3
Strongly
1.7
1.7
100.0
120
100.0
100.0
Agree
Disagree
Total
It has been proved that BIG BOSS has high possibility in the market to
capture the second position as its price is justified compared to the other
energy drinks in the market. The above graph shows that 49.2% of the total
respondents are disagreed that the price of BIG BOSS is higher than that of
other energy drinks. So, we can say that price is not a problem of BIG BOSS
to be declined in its sales.
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8.
Reduction of price will lead to higher demand
Frequenc
y
Valid Strongly
Percent
Valid
Cumulative
Percent
Percent
37
30.8
30.8
30.8
44
36.7
36.7
67.5
6.7
6.7
74.2
Disagree
29
24.2
24.2
98.3
Strongly
1.7
1.7
100.0
120
100.0
100.0
Agree
Agree
Neutral
Disagree
Total
Though the price of BIG BOSS is not higher than that of its competitors,
it can increase its sales by reducing the current price because 36.75 of the
respondents agree about that. Besides, 30.8% of the total respondents also
strongly agree that reduction of price will lead t higher demand.
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9.
The ads of BIG BOSS are attractive
Frequenc
y
Valid Strongly
Percent
Valid
Cumulative
Percent
Percent
13
10.8
10.8
10.8
35
29.2
29.2
40.0
7.5
7.5
47.5
Disagree
42
35.0
35.0
82.5
Strongly
21
17.5
17.5
100.0
120
100.0
100.0
Agree
Agree
Neutral
Disagree
Total
BIG BOSS should work with its advertisements because in terms of

attractiveness of the ads 35.0% of the total respondents said that the ads of
BIG BOSS re not attractive. On the other hand only 29.2% agree that ads are
attractive. As majority of the respondents agree that the ads of BIG BOSS are
not attractive so it must make the ads attractive so that it can attract more
customers as well as increase sales.
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10.
BIG BOSS needs a celebrity to endorse the brand

Frequenc
y
Valid Strongly
Percent
Valid
Cumulative
Percent
Percent
44
36.7
36.7
36.7
67
55.8
55.8
92.5
Neutral
5.0
5.0
97.5
Disagree
2.5
2.5
100.0
120
100.0
100.0
Agree
Agree
Total
In terms of an celebrity to endorse a brand is very important for BIG

BOSS as from our survey we know that 55.8% of the total respondents said
that using a celebrity will be effective for BIG BOSS to market its product and
increase sales quickly. 36.7% of the total respondents strongly agree to
endorse a celebrity with its brand.
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11.
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BIG BOSS should broadcast TV commercials on a

regular basis
Frequenc
y
Valid Strongly
Percent
Valid
Cumulative
Percent
Percent
52
43.3
43.3
43.3
61
50.8
50.8
94.2
Neutral
2.5
2.5
96.7
Disagree
3.3
3.3
100.0
120
100.0
100.0
Agree
Agree
Total
It is very significant for BIG BOSS to broadcast its TV commercials on

regular basis to increase sales and to capture more market share. In our
survey we found that 50.8% of the total respondents said that they agree
about regular broadcast of the TV commercials of BIG BOSS. Besides, 43.3%
of the respondents are strongly agreed about the regular broadcast of the TV
commercials.
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Retailers should be offered more discounts to increase sales

Cumulative
Frequency Percent Valid Percent
Valid
Percent
Strongly Agree
20
16.7
16.7
16.7
Agree
69
57.5
57.5
74.2
Neutral
16
13.3
13.3
87.5
Disagree
7.5
7.5
95.0
Strongly
5.0
5.0
100.0
120
100.0
100.0
Disagree
Total
Customers should be offered more discounts to increase sales

Cumulative
Frequency Percent Valid Percent
Valid
Percent
Strongly Agree
29
24.2
24.2
24.2
Agree
65
54.2
54.2
78.3
4.2
4.2
82.5
Disagree
16
13.3
13.3
95.8
Strongly
4.2
4.2
100.0
120
100.0
100.0
Neutral
Disagree
Total
34 | P a g e
35 | P a g e
From the graphs above we can say that BIG BOSS should offer
discounts to both retailers and customers to increase sales. About 57.5% of
the total respondents are agreed to offer discounts to the retailers. On the
other hand, about 54.2% of the total respondents said that discounts should
be offered to customers also. So, offering different types of discounts can
make the sales increased and increase the market share as well.
35 | P a g e
36 | P a g e
6.2 Analysis of ANOVA

Hypothesis: Young people purchase energy drink more.
H0: Young people do not purchase energy drink more
H1: Young people purchase energy drink more
Descriptives
95%
Confidence
Interval for
Mean
Lower Upper
Std.
N
Daily
Once a
week
19
56
Deviati
Std.
Boun
Boun
Minimu
Maximu
Mean
1.947
on
1.1772
Error
.
d
1.379
d
2.514
m
1.00
m
4.00
2700
2.357
.96160
8
.
2.099
2.614
1.00
4.00
1285
36 | P a g e
37 | P a g e
More
24
2.666
2.279
3.053
1871
2.959
3.612
1564
2.516
1.0288
9
.
2.330
2.702
0939
than
.91683
once a
1.00
4.00
2.00
4.00
1.00
4.00
week
Once a
21
3.285
month
Total
120
.71714
2
ANOVA
Sum
of
Squar
Betwe
en
es
20.54
Mean
df
3
Square
6.848
.909
F
7.535
Sig.
.000
Groups
Within
105.4
116
Groups
Total
24
125.9
119
67
From the ANOVA test we can see that the significance between the age
group and the frequency of buying the energy drink is not high that is .000
which is less than .05 means highly significant. So, we can reject the null
hypothesis and accept that young people purchase the energy drink more
that the more aged people. The young people who buy energy drink more
are aged between 15-24 years, 25-34 years and 35-44 years. Also the mean
value of the young people is higher.
37 | P a g e
38 | P a g e
Hypothesis: Discounts should be provided only to the frequent buyers

H0: Discounts should not be provided only to the frequent buyers
H1: Discounts should be provided only to the frequent buyers
Descriptives
95%
Confidence
Interval for
Mean
Lower Upper
Std.
N
38 | P a g e
Mean
Deviati
Std.
Boun
Boun
Minimu
Maximu
on
Error
39 | P a g e
Strong
31
ly
Agree
Agree
Neutra
75
l
Disagr
ee
Strong
ly
2.645
2.296
2.993
1706
2.306
9
.
2.089
2.523
1090
2.428
1
.
1.526
3.331
3688
2.400
1.1401
6
.
.9843
3.815
5099
.70711
0
.
7.853
5000
4.853
2.219
2.564
0872
1.500
.95038
.94402
.97590
Disagr
ee
Total
120
2.391
.95527
1.00
4.00
1.00
4.00
1.00
4.00
1.00
4.00
1.00
2.00
1.00
4.00
0
ANOVA
Sum of
Squares
Between
Mean
df
Square
4.134
1.033
Groups
Within
104.458
115
.908
Groups
Total
108.592
119
F
1.138
Sig.
.342
The relationship between the variables: providing discounts and

purchasing frequency is statistically insignificant because the significance is .
342 > .05. This relationship is highly insignificant. So, we cannot reject the
39 | P a g e
40 | P a g e
null hypothesis thereby we accept that discounts should not be provided only
to the frequent buyers rather to all buyers.
Hypothesis: Price reduction for the customers will increase the sales
H0: Price reduction for the customers will not increase the sales
40 | P a g e
41 | P a g e
H1: Price reduction for the customers will increase the sales
Descriptives
95%
Confidence
Interval for
Mean
Lower Upper
Std.
Strong
N
29
ly
Agree
Agree
Neutra
65
l
Disagr
16
ee
Strong
ly
Deviati
Std.
Boun
Boun
Minimu
Maximu
Mean
2.206
on
1.1765
Error
.
d
1.759
d
2.654
m
1.00
m
5.00
2184
2.230
1.1828
8
.
1.937
2.523
1.00
5.00
1467
2.400
1.5165
1
.
.5169
4.283
1.00
4.00
6782
2.687
1.2500
3
.
2.021
3.353
1.00
4.00
3125
2.200
1.0954
0
.
.8398
3.560
1.00
4.00
4899
1.00
5.00
Disagr
ee
Total
0
120
2.291
1.1909
2.076
2.506
1087
41 | P a g e
42 | P a g e
ANOVA
Sum of
Mean
Squares
Between
df
Square
3.057
.764
Groups
Within
165.735
115
1.441
Groups
Total
168.792
119
Sig.
.530
.714
From the ANOVA test above we can see that the relationship between
the reduction of price for the customers and sales is not statistically
significant because the significance value is .714 > .05 that implies that
there is highly insignificant relationship between the variables. Hence, we
cannot reject the null hypothesis and accept that reduction of price only to
the customers will not increase the sales.
Hypothesis: Price reduction for the retailers will increase the sales
H0: Price reduction for the retailers will not increase the sales
H1: Price reduction for the retailers will increase the sales
Descriptives
95%
Confidence
Interval for
Mean
Lower Upper
Std.
N
42 | P a g e
Mean
Deviati
Std.
Boun
Boun
Minimu
Maximu
on
Error
43 | P a g e
Strong
20
ly
Agree
Agree
Neutra
69
16
l
Disagr
ee
Strong
ly
2.600
1.0463
2.110
3.089
2339
2.318
1.3003
6
.
2.006
2.631
1565
1.875
1.0878
5
.
1.295
2.454
2719
2.222
1.0929
5
.
1.382
3.062
3643
.40825
0
.
1.738
2.595
1666
2.166
7
Disagr
ee
Total
1.00
4.00
1.00
5.00
1.00
4.00
1.00
4.00
2.00
3.00
1.00
5.00
7
120
2.291
1.1909
2.076
2.506
1087
ANOVA
Sum of
Squares
Between
Mean
df
Square
4.867
1.217
Groups
Within
163.924
115
1.425
Groups
Total
168.792
119
43 | P a g e
F
.854
Sig.
.494
44 | P a g e
The above mentioned ANOVA test indicates the relationship between

the variables: reduction of price for the retailers and sales. The significance
value is .494 > .05 that implies that the relationship is highly insignificant.
So, we cannot reject the null hypothesis and accept that reduction of price
only to the retailers will not increase the sales.
Hypothesis: Attractive ads and TV commercials will increase the sales

H0: Attractive ads and TV commercials will not increase the sales
H1: Attractive ads and TV commercials will increase the sales
Mean
Descriptives
Std.
Std.
Deviati
on
Error
95%
Minimu
Maximu
Confidence
Interval for
Mean
44 | P a g e
45 | P a g e
Lower Upper
The ads
Strong
of BIG
ly
BOSS are
Agree
Agree
attractive
Neutra
29
61
20
l
Disagr
10
ee
Total
TV
Strong
commerci
ly
als are
Agree
Agree
adequate
29
61
to attract
more
customer
s
Neutra
20
l
Disagr
10
ee
Total
1.1931
2215
2.983
1.3101
7
.
2.648
3.319
1677
2.600
1.1424
4
.
2.065
3.134
2554
3.100
.99443
7
.
2.388
3.811
3144
3.191
1.3239
7
.
2.952
3.431
1208
4.275
.95978
6
.
3.910
4.640
1782
3.819
3
.
3.607
4.031
1058
3.700
6
.
3.357
4.042
1638
3.600
4
.
2.908
4.291
3055
1
.
3.733
4.050
0800
3.891
7
.82681
.73270
.96609
.87731
45 | P a g e
d
4.522
4.069
0
120
Boun
d
3.615
0
120
Boun
1.00
5.00
1.00
5.00
1.00
5.00
2.00
4.00
1.00
5.00
1.00
5.00
1.00
5.00
2.00
5.00
1.00
4.00
1.00
5.00
46 | P a g e
ANOVA
Sum of
Squares
The ads of BIG
Between
Mean
df
Square
32.046
10.682
176.546
116
1.522
208.592
6.182
119
3
2.061
85.409
116
.736
91.592
119
Sig.
7.019
.000
2.799
.043
BOSS are attractive Groups

Within
Groups
TV commercials
Total
Between
are adequate to
Groups
attract more
Within
customers
Groups
Total
The above ANOVA test describes that the relationship between sales
and attractive ads is highly significant as the significance value is .000. Also,
the significance value between sales and adequate TV commercials is .043
means moderately significant. So, we can reject the null hypothesis and
accept that attractive ads and adequate TV commercials can increase the
sales of BIG BOSS.
46 | P a g e
47 | P a g e
6.3 Cross Tabulation Analysis

Hypothesis: More earning people purchase energy drinks more
H0: More earning people does not purchase energy drinks more
H1: More earning people purchase energy drinks more
Case Processing Summary

Cases
Valid
Missing
Perce
Perce
Income
level *
N
120
nt
100.0
N
0
nt
.0%
Total
Perce
N
120
nt
100.0
%
How
often do
you buy
any
energy
drink
Income level * How often do you buy any energy
drink Crosstabulation
Count
How often do you buy any
energy drink
More
Daily
47 | P a g e
than
Once
Once
once
mont
week
week
Total
48 | P a g e
Income
Less
level
than
11
26
11
43
20
42
12
22
19
56
24
21
120
Tk
5000
Tk
5001Tk
1000
0
Tk
1000
1- Tk
2000
0
Tk
2000
1-Tk
3000
0
More
than
3000
0
Total
48 | P a g e
49 | P a g e
Chi-Square Tests
Asym
p.
Sig.
(2Pearson
Value
42.21
df
sided)
12
.000
9a
ChiSquare
Likelihoo
43.35
12
.000
d Ratio
Linear-
7
24.78
.000
by-
Linear
Associati
on
N of
120
Valid
Cases
In the table above, we came up with a Chi-Square test which is a
statistical test used to determine the probability of obtaining the observed
results by chance, under our hypothesis. It is evident from the Chi Square
test that the P-value for this hypothesis test is .000 which is less than 0.05
(alpha value). Hence we can reject the null hypothesis in favor of the
alternative hypothesis which is More earning people purchase energy drinks
more. More earning people have monthly income starting from TK 10001 to
above TK 30000.
49 | P a g e
50 | P a g e
Hypothesis: Adequate TV commercials increase the sales day by day

H0: Adequate TV commercials do not increase the sales day by day
H1: Adequate TV commercials increase the sales day by day
Cases
Valid
Missing
Perce
Perce
Sales of
BIG BOSS
is
increasin
g day by
day * TV
commerci
als are
adequate
to attract
more
customer
s
50 | P a g e
N
120
nt
100.0
%
N
0
nt
.0%
Total
Percen
N
120
t
100.0
%
51 | P a g e
Sales of BIG BOSS is increasing day by day * TV commercials

are adequate to
attract more customers Crosstabulation

Count
TV commercials are adequate to attract
more customers
Strong
Strong
ly
ly
Neutr
Agree Agree
1
1
Disagr
Disagr
ee
12
ee
14
Total
29
al
Sales of
Strong
BIG BOSS
ly
is
Agree
Agree
Neutra
1
0
2
2
15
3
32
14
11
1
61
20
l
Disagr
10
20
66
26
120
increasin
g day by
day
ee
Total
Chi-Square Tests
Asym
p.
Sig.
(2sided
Value
51 | P a g e
df
52 | P a g e
Pearson
28.458
12
.005
ChiSquare
Likelihood
29.952
12
.003
Ratio
Linear-by-
6.393
.011
Linear
Associatio
n
N of Valid
120
Cases
In the above table we conducted a chi-square test to determine the
probability of obtaining the observed results by chance, under our
hypothesis. It is evident from the Chi Square test that the P-value for this
hypothesis test is .005 which is less than 0.05 (alpha value). Hence we can
reject the null hypothesis in favor of the alternative hypothesis which is
Adequate TV commercials increase the sales day by day
52 | P a g e
53 | P a g e
Hypothesis: Attractive ads increase the sales day by day

H0: Attractive ads do not increase the sales day by day
H1: Attractive ads increase the sales day by day
Cases
Valid
Missing
Perce
Perce
Sales of
BIG
BOSS is
increasin
g day by
day *
The ads
of BIG
BOSS
are
attractiv
e
53 | P a g e
N
120
nt
100.0
%
N
0
nt
.0%
Total
Percen
N
120
t
100.0
%
54 | P a g e
Sales of BIG BOSS is increasing day by day * The ads of BIG

BOSS are attractive Crosstabulation
Count
The ads of BIG BOSS are attractive
Strong
Strong
ly
ly
Neutr
Agree Agree
2
2
Disagr
Disagr
ee
11
ee
13
Total
29
al
Sales of
Strong
BIG
ly
BOSS is
Agree
Agree
Neutra
8
3
21
8
3
4
22
4
7
1
61
20
l
Disagr
10
13
35
42
21
120
increasin
g day by
day
ee
Total
Chi-Square Tests
Asym
p.
Sig.
(2Pearson
ChiSquare
Likelihoo
d Ratio
LinearbyLinear
Associati
on
54 | P a g e
Value
33.452
df
sided)
12
.001
34.537
12
.001
9.916
.002
55 | P a g e
N of
120
Valid
Cases
In the above table we conducted a chi-square test to determine the
probability of obtaining the observed results by chance, under our
hypothesis. It is evident from the Chi Square test that the P-value for this
hypothesis test is .001 which is less than 0.05 (alpha value). Hence we can
reject the null hypothesis in favor of the alternative hypothesis which is
Attractive ads increase the sales day by day.
6.4 Regression Model

Regression analysis is a very significant part of marketing research
where
the
relationship
between
the
dependent
variables
and
the
independent variables are sought out. The correlation helps to draw

important conclusion regarding the research topic as well as the validity of
the entire research procedure. After doing our research on BIG BOSS, we
have identified one dependent variable, Reduction on price will lead higher
demand (sales). Relationship between these independent variables with the
single dependent variable has helped us form an interesting insight about
future potentiality of BIG BOSS.
55 | P a g e
56 | P a g e
Coefficientsa
Standardi
95.0%
Unstandardi
zed
Confidence
zed
Coefficien
Interval for
Coefficients
ts
B
Lowe
Uppe
Boun
Boun
d
2.96
d
7.62
7
.024 -.599
4
-.044
.140 -.460
.066
.060 -.267
.005
.004
.085
.444
.759 -.202
.148
Std.
Model
1
(Constant
)
Price if
B
Error
5.29 1.174
5
-.321
.140
Beta
-.219
BIG BOSS
t
4.50
9
-
Sig.
.000
2.29
is higher
compared
to other
energy
drink
Price is
-.197
.133
-.139
justified
1.48
according
to the
quality
BIG BOSS
-.131
.069
-.173
has value
1.90
for money
BIG BOSS
4
2.92
.265
.090
.256
should
lower its
price
The ads
of BIG
BOSS are
56 | P a g e
-.027
.088
-.030
-.30
7
57 | P a g e
attractive
Price
-.340
.142
-.228
discounts
2.40
should be
.018 -.621
-.060
.635 -.390
.239
offered to
customer
s and
retailers
BIG BOSS
-.076
.159
-.043
needs a
-.47
6
celebrity
to
endorse
the brand
BIG BOSS
.140
.155
.082
.903
.369 -.168
.448
-.287
.126
-.211
.025 -.537
-.036
should
broadcast
TV
commerci
als on a
regular
basis
TV
commerci
als are
adequate
to attract
more
customer
s
57 | P a g e
2.26
9
58 | P a g e
Retailers
-.109
.107
-.091
should be
.313 -.322
.104
.910 -.202
.180
.274 -.077
.269
1.01
offered
more
discounts
to
increase
sales
Customer
-.011
.096
-.010
-.11
s should
be offered
more
discounts
to
increase
sales
Target
.096
.087
.099
1.09
market
should be
solely
youth
basis
Dependent variable: Reduction in price will lead to higher demand
The hypothesis for our regression analysis is as follows:

HO: There is no relationship between the variables
H1: There is statistically significant relationship between the variables
58 | P a g e
59 | P a g e
Price of BIG BOSS is higher compared to other energy drinks

The independent variable is significant as significance value as the P-value is
.024 < .05 so, we can definitely reject the null hypothesis and accept the
alternative. This means, the variable has statistically significant relationship
in between, if everything else remains constant.
Price is justified according to the quality

.140 > .05 so, we cannot reject the null hypothesis and accept the null. This
means, the variable has statistically insignificant relationship in between, if
everything else remains constant.
BIG BOSS has value for money

BIG BOSS should lower its price

59 | P a g e
60 | P a g e
The advertisements of BIG BOSS are attractive

Price discounts should be offered to customers and retailers

BIG BOSS needs a celebrity to endorse the brand

BIG BOSS should broadcast TV commercials on a regular basis
TV commercials are adequate to attract more customers

60 | P a g e
61 | P a g e

Retailers should be offered more discounts to increase sales
Customers should be offered more discounts to increase sales
Target market should be solely youth basis
Now we can arrange the estimated coefficients of the regression line in this
way, therefore
Y= - .321X1 + .265X2 - .340X3 - .287X4
Here,
Y: Reduction in price will lead to higher demand
X1: Price of BIG BOSS is higher compared to other energy drinks
61 | P a g e
62 | P a g e
X2: BIG BOSS should lower its price

X3: Price discounts should be offered to customers and retailers
X4: TV commercials are adequate to attract more customers
Model variability
Model Summary
Std.
Error
Mod
el
1
R
.509a
Adjust
of the
Squa
ed R
Estima
re
Square
.259
.176
te
1.0810
6
a. Predictors: (Constant), Target market should be solely youth basis, Price

discounts should be offered to customers and retailers, BIG BOSS should
lower its price, Customers should be offered more discounts to increase
sales, BIG BOSS needs a celebrity to endorse the brand, BIG BOSS should
broadcast TV commercials on a regular basis, BIG BOSS has value for money,
Price is justified according to the quality, Retailers should be offered more
discounts to increase sales, TV commercials are adequate to attract more
customers, Price if BIG BOSS is higher compared to other energy drink, The
ads of BIG BOSS are attractive
ANOVA
Model
62 | P a g e
ANOVAb
Sum
df
Mean
of
Squa
Squar
re
Sig.
63 | P a g e
1 Regressi
es
43.74
on
Residual
1
125.0
Total
50
168.7
12
3.64
3.11
9
107
5
1.16
.001a
9
119
92
a. Predictors: (Constant), Target market should be solely youth basis,

Price discounts should be offered to customers and retailers, BIG BOSS
should lower its price, Customers should be offered more discounts to
increase sales, BIG BOSS needs a celebrity to endorse the brand, BIG
BOSS should broadcast TV commercials on a regular basis, BIG BOSS
has value for money, Price is justified according to the quality, Retailers
should be offered more discounts to increase sales, TV commercials
are adequate to attract more customers, Price if BIG BOSS is higher
compared to other energy drink, The ads of BIG BOSS are attractive.
b. Dependent Variable: Reduction of price will lead to higher demand
R2=0.0259
We found R2 value is 0.0259 which means 25.9% variation in
dependent variable (Sales/demand of BIG BOSS) is explained by the
variability in independent variables along the estimated regression.
Let us present the hypothesis again:
HO: There is no relationship between the variables
H1: There is significant statistical relationship between the variables
The F test tells us about the level of significance of at least one of the
variables. Here our P-Value according to ANOVA is .001, which is
statistically significant as its lower than 0.05. So, the null is rejected
and the model is valid. The conclusion we can draw is that there is
63 | P a g e
64 | P a g e
significant relationship between the dependent and independent

variables.
6.5 Factor Analysis

Total Variance Explained
Extraction Sums
Initial
of Squared
Eigenvaluesa
% of Cumu
Comp
Raw
Resc
Loadings
% of Cumu
Squared Loadings
% of Cum
Vari
lative
Tot
Vari
lative
Tota
Vari
ulati
onent
1
l
ance
3.0 50.0
%
50.04
al ance
3.0 50.0
%
50.04
l
ance
2.92 47.4
ve %
47.4
83
1.6
42
26.4
2
76.51
83
1.6
42
26.4
2
6
76.51 1.78
74
13.2
6
89.80
31
74
31
.
819
.
92
7.13
8
96.93
439
.
0
3.06
7
100.0
189
3.0
3
50.0
00
50.04
2.5
51.6
51.60
83
1.6
42
26.4
2
76.51
80
.
05
19.2
31
.
74
13.2
6 961
89.80
17
819
92
aled
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Tota
Rotation Sums of
91
29.0
91
76.5
25
16
2.51
50.3
50.3
5
6
70.82 1.02
29
20.4
29
70.8
93
22
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7.13
96.93
439
.
0
3.06
7
100.0
189
00
KMO and Bartlett's Testa

Kaiser-Meyer-Olkin Measure of
.695
Sampling Adequacy.
Bartlett's Test of
Approx. Chi-Square 224.054
Sphericity
df
10
Sig.
.000
a. Based on correlations
Communalities
Raw
Initial
Extraction
Rescaled
Initial
Extraction

Profession of the
1.059
1.511
.917
1.264
1.000
1.000
.866
.836
respondents
Income level
When you go for buying
.899
1.780
.492
1.772
1.000
1.000
.547
.995
.913
.270
1.000
.296
any energy which one

come to your mind first
How often do you buy
any energy drink
Extraction Method: Principal Component Analysis.
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Component Matrixa
Raw
Component
1
2
Age of the
Rescaled
Component
1
2
.930
-.230
.904
-.223
respondents
Profession of the
1.070
-.345
.870
-.280
respondents
Income level
When you go for
.685
.578
-.149
1.199
.723
.433
-.157
.899
.520
-.018
.544
-.019
buying any energy

which one come to
your mind first
How often do you
buy any energy
drink
a. 2 components extracted.
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Rotated Component Matrixa

Raw
Component
1
2
Profession of the
Rescaled
Component
1
2
.953
1.124
.089
.027
.927
.914
.087
.022
.696
.152
.085
1.322
.734
.114
.090
.991
.497
.154
.520
.161
respondents
Income level
When you go for buying
any energy which one
come to your mind first
How often do you buy
any energy drink

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
Factor
analysis is
a statistical method
used
to
describe variability among observed variables in terms of a potentially lower

number of unobserved variables called factors. In other words, it is possible,
for example, that two or three observed variables together represent
another, unobserved variable, and factor analysis searches for these possible
combinations. The observed variables are modeled as linear combinations of
the potential factors, plus "error" terms. The information gained about the
interdependencies between observed variables can be used later to reduce
the set of variables in a dataset.
In this factor analysis, we found that KMO (Kaiser-Meyer-Olkin Measure of
Sampling Adequacy) value is 0.695 which is greater than 0.05 that means it
is statistically significant and we should continue the test. Moreover,
Bartlett's Test of Sphericity level of significance is 0.000, which is highly
statistically significant. Now from Rotated Component Matrix we can
conclude the following relationship:
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1. Age of the respondents and Profession of the respondents

2. When you go for buying any energy drink which one comes
to your mind first and How often do you buy an energy
drink.
7. Recommendation
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From the above report, we observe that most of the respondent is not
satisfied with the promotional activities of BIG BOSS. Therefore, we
recommend that our industry should be
Advertisement is the most effective media for increasing sales.
Most of the respondents prefer regular pack
Price should be low.
There must have regular TV commercials.
TV commercials should be adequate so that it can attract the

consumers insight.
Different types of promotional discounts should be launched for both

retailers ans customers
Last but not the least TV commercials and other promotions must be
attractive to the consumers.
8. Limitations of the study

It might be difficult to collect data from the competitors and retailers
due to confidentiality and time consumption. The study was limited by a
number of factors. Firstly the research was limited only in Dhaka city. Second,
there are vast amount of information and write-ups relating to the topics of
this research that are present in the internet and various other sources, but it
were not possible to gain access to many such information. So missing out
some important aspects of the discussed topics can be a possibility. Thirdly,
the time constraints for this study and also the limited knowledge of the
research may be considered as limitations.
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9. Conclusion
Partex Beverage Limited, the innovative marketer of soft drinks in our

country. Partex is the first company in our domestic market, which launched
soft drinks in plastic bottles. Undoubtedly, it was a landmark in the beverage
industry. By following the path of innovation & uniqueness Partex Beverage
Ltd. wants to enter the energy drinks market & to provide the consumers a
colorful experience. To turn this dream into reality I worked hard for
analyzing the current scenario of energy drinks market. I worked hard to find
out the reasons why the sale of BIG BOSS is being declined and the ways to
regain its market position. I think my recommendations might work to fulfill
the objectives of the research.
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10. Bibliography
Different websites:
http://www.thefinancialexpress-bd.com/more.php?news_id=83646
http://www.thedailystar.net/newDesign/print_news.php?nid=109504
http://www.bangladeshiproducts.com/products.php?category_id=&sub_cat_id=131
http://www.thefinancialexpress-bd.com/2008/02/19/25840.html
http://www.thedailystar.net/newDesign/news-details.php?nid=134904
http://www.thedailystar.net/story.php?nid=25866
http://positivebangladesh.wordpress.com/2008/07/11/soft-drinks-market-inbangladesh-recovering/
11.Appendix
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Questionnaire
(This survey is being undertaken to analyze the market potential of BIG BOSS an energy
drink manufactured by Partex Beverage Limited. The information provided here will not be
disclosed publicly and the information about the respondents hereby will also be kept
classified. Please provide your valuable response to every question because your opinion
does matter to us.)
Part A
1. Age
years
a. 15-24 years
d. 45-54 years
2. Profession
Sector
b. 25-34 years
c.
35-44
e. 55 years and above
a. Student
d. Entrepreneur
b. Private Sector
c.
Government
e. Other______
3. Income level
a. less than Tk 5,000
b.
c. Tk 10,001 Tk 20,000
d. Tk 20,001 Tk 30,000
Tk
5,001
Tk
10,000
e. More than 30,000
4. When you go for buying energy drink which name come to your mind first?
a. BIG BOSS
b. TIGER
c. SPEED
d. BLACK HORSE e. POWER
5. How often do you buy any energy drink?
a. Daily
b. Once a week
once week
d. Once a month
c. More than
e. Never
6. Where
do
you
live
in
------------------------------------------------------------------------------------
Dhaka
Part B
(Price related)
Please tick on the box below each question that represents: 1= Strongly
Agree, 2= Agree, 3= Neutral, 4= Disagree, 5= Strongly Disagree
1
7.
5
Sales of BIG BOSS is increasing day by day
2
1
3
1
8. Price of BIG BOSS is higher compared to other energy drinks.

9. Price is justified according to the quality.
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10.Reduction of price will lead to higher demand.
11.BIG BOSS has value for money.

12.BIG BOSS should lower its price.
Part C
(Promotion related)
Please tick on the box below each question that represents: 1= Strongly
Agree, 2= Agree, 3= Neutral, 4= Disagree, 5= Strongly Disagree
1
5
13.The advertisements of BIG BOSS are attractive.
14.Price discounts should be offered to customers and retailers.
15.BIG BOSS needs a celebrity to endorse the brand.
16. BIG BOSS should broadcast TV commercials on a regular basis.
17.TV commercials are adequate to attract more customers.
18.Retailers should be offered more discounts to increase sales.
19.Customers should be offered more discounts to increase sales.
20.Target market should be solely youth basis.
Thank you
73 | P a g e

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Product: Big Boss

061 461 030

Md. Nazam Al Deen

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072 306 030

ATM Muntasirul Alam

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091 0628 030

Md. Tanjir Masud

091 0997 030

April 16, 2012

Mr. Samy Ahmed

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Md. Nazam Al Deen

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a. Partex Beverage Ltd: at a glance

8. Limitations of the study

Energy drink is a new version of soft drinks in our market. In midst of

Globe soft drinks Ltd.

Akij Food & Beverage Ltd.

PRAN Foods Ltd.

Osotspa Co. Ltd. (Thailand)

various activities like advertising, dynamic branding, distribution etc. trying

Partex Beverage Ltd: at a glance

In 1994, Mr. M. A. Hashem, Chairman of Partex Group visited an

When he returned, a wide range of marketing research was carried out

Gradual Market Presence of Partex Beverage Limited

August 24, 1998

Introduction of RC Flavors (RC Cola, Royal Cloudy Lemon, Royel

October 28, 1998

May 29, 1999

March 15, 2000

For the first time in Bangladesh, as planned, Partex Beverage launched

March 26, 2000

Partex Beverage launched their products in Sylhet, one of the largest

Partex Beverage Ltd.: Core functions

Support brand portfolio / new product launch.

Quality/ meet international standards.

Low cost producer.

Backward vertical integration:

Create an efficient entry barrier against local competition.

It has the responsibility to reach the ultimate consumers through trade.

Production Department carries out the CSD manufacturing. The marketing

Hierarchy of Sales Force:

Head of Sales Manager

Regional Sales Manager

Area Sales Officer

How the Distribution Channel works:

Figure: Distribution channel

Brand Not the market headers.

Fewer budgets on promotional

Market share is high.

dist. No insurance coverage.

income & net sells.

New product can be launched.

Skilled employees enrich the

4. Significance of the study