1.0 Introduction 1.

1 Background of the Study Global Beverage Company Limited (GBCL) is the one of the stabilized beverage company in Bangladesh. They provide soft drinks with a brand name Virgin which an exclusive franchise agreement with Virgin Enterprise Limited of United Kingdom. GBCL started their business in Bangladesh December in 1999. Gazipur is our only production zone and main office at Mirpur, Dhaka. GBCL produced soft drinks with different flavors and sizes (can and bottle). Cola, Orange, Lemon-lime, Passion fruit, Grape fruit, Tutti-frutti these are all flavors of Virgin. Beside these, Diet cola is exclusive. Its competitors are Tabani Beverage, Bangladesh Beverage, National Beverage, Globe Beverage and Partex Beverage Limited. Its target market is teenager at the age of 13 to 19. It offers good taste with various products, maintaining international standard quality level. Product design and packaging is distinctive rather than the others. It takes better positioning in consumers mind from starting period flavored drinks. GBCL also introduced Mango juice flavor with brand name Cheers. In BCG matrix Virgin cola stays in Dogs but have a better chance to move from Dogs to Cash Cow. GBCL is continuing 13% of total market growth share. Its core benefit is removing the thirst of consumer. It uses aluminum container can, and plastic Container for pet bottle. Virgin drinks have proved their standard quality level by Bangladesh Standard Tasting Institute (BSTI). GBCL delivers its product through factory warehouse to distributors, distributors to retailers, retailers to consumers. They deliver product factory to distributor by their own cost. It has 102 distributors in all over the Bangladesh. It follows primary and secondary packaging. GBCL contributes good quality product with affordable price. They are following cost-plus pricing policy. Also provides quality advertisement for influencing consumer by TV, Newspaper, Magazine, Radio, and others. GBCL takes short-term sales promotional programs such as discount, coupon, special advertising items, and premium for increasing sales among the consumers, retailers, dealers and business markets. Now they are exporting Virgin product in Bhutan and trying to export their product in India. GBCL has mentioned its product oriented mission statement is, We are providing international quality drinks with world famous brand name at an affordable price. It follows mission dialog, Its Your Life, Color It. Their strong side is quality with brand name, marketing and distribution. GBCL has a big opportunity to create market demand by introducing fountain pack and 250 ml with plastic container in future. 1.2 Objective of the Study The major objective of the study was to determine to the initial success of Virgin drinks in the Bangladesh Market and why the demand brand has fallen to its percent level. The objective of this study covers a vast area on the mentioned dimension. A. Broad Objective: To device the overall marketing programs of the company and to discover the findings of companys strategic lacking that can helpful for the company to take specific marketing decisions. The special trend line for broad objectives are-

General (consumer) Brand awareness and source of awareness Consumption habits with regard to CSDs Reasons for drinking CSDs Brand preferences and consumer likes and dislikes Brand switching and the reasons for the same Identified attributes associated with different brands Place of consumption of CSDs Preference of pack by place of consumption Consumer to determine brand awareness to evaluate brand image (mage mapping ) to determine consumption habits and pattern (frequency ,quantity, time, etc,) to evaluate brand flavor and pack size preference to understand brand switching tendencies/patterns to assess price sensitivities to determine consumer profile by income, age , education , profession and media habit. 1.3 Scope of the Report We use questionnaire survey on the 3 areas of Dhaka city those are Dhanmondi, Mohammedpur, and Khilgaon. In this section we achieve a lot of knowledge about customers buying behavior. Earn very remarkable information about present market condition on Virgin from resellers, retailers and also business markets. The Study focused both on consumers of CSDs to understand the pull effect and on retailers who stock CSDs to understand the push effect with regrind to the promotion and distribution of the product . 1.4 Methodology At first we collect the primary and secondary data from various source of information.

These data will be following by several steps in given belowQuestionnaire Survey: We survey the following age group: 6-12, 13-19, 20-26, 27-33, 34-40, 41 and above. We also survey on dealers, retailers, and business market. We find out their performance for soft drinks. It helps us to collect information on what customer think about soft drinks, is it reasonable price for them and so many things. Interviews Collection from Management: We cover-up the face-to-face interview among the marketing management for getting the vital information. Conversation to the Others: We have done the conversation among each other in the group and senior students, and also discuss with our course instructor to institute the formation of report. 1.5 Sources of Data Collection Data is gathered from information, which is the foundation of research. The search for answers 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 while decaling about the method of data collection to be used for the study data are facts, figures and other relevant materials past and present serving as bases for study and analysis. Two types of data should be kept in mind in case of collection. They are as follows: A) B) Secondary data. Primary data.

A) Primary data: Primary data are generated when a particular problem at hand is investigated by the researchers employing mail questionnaires, telephone surveys, personal interviews, observations and experiment. B) Secondary Data: The secondary datas are this which are already repaired or collected for some purpose other than the currant investigation. This study mainly based on quantitative rather than qualitative. Data provided by the respondents is the findings of this study. 1.6 Data Processing & Analysis After scrutiny of all the questionnaire, data were coded by an experienced coding team under the guidance of the Field Coordinator. After codes had been transferred, data were entered, processed and analyzed electronically using, Quantum 5.3 and SPSS. 1.7 Activity Schedule Topic Design research instrument Duration 5

Days Collection of primary data Collection of secondary data Analyzing & processing of data Preparation & submission of Internship Repot 1.8 Potential Problem Statement

15 Days 5 Days 10 Days 5 Days

Lack of adequate information Restriction of using Internet We can not exist Dhaka city We can not choose more than 3 areas for our survey Secondary data is not absolute correct to provide valuable information. Unwilling to give companys sophisticate information Lack of financial support for collecting information in this report Have to collect the information from the branch office of Dhaka not the Gazipur producing zone

2.0 Portrait of the Company ` 2.1 Virgin in International Market Virgin is a well-known brand name over the world. Virgin Trading Company Limited (VTCL) was found in November 1994 in the UK to market a range of FMCG goods under the virgin brand name in a 50/50 deal with COTT of Canada. Now they are operating business with a lot of products such asTravel: Virgin trains, Virgin Holiday Travel programs, Virgin Flights, virgin travel guide Life Style: Virgin Food & Drinks, Virgin Health & Beauty, Virgin Wines.

Entertainment: Virgin Music, Virgin Movies, Virgin Books, and Virgin Website.

Mobile: Virgin Telephone, Virgin Mobile. Home Service: Virgin Internet Service Provider, Virgin Gas & Electricity and Virgin Telephone Service Provider. Motoring: Virgin Bikes, Virgin Motorcars. Financing: Virgin Credit card & life insurance provider by Internet and Business guide. Mortgage, Virgin Service Provider,

Virgin Trading Company Ltd. (VTCL) purchased COTTs share of the Virgin Cola Company in January 1998. And they are taking over the full control of sales, marketing, logistics and distribution. Virgin drinks operated its business in 14 countries of the world those are given below1. United Kingdom (UK) 2. Sweden 3. Croatia 4. France 5. Switzerland 6. Tunisia 7. Algeria 8. Bangladesh 9. South Africa 10. Italy 11. Singapore 12. Taiwan 13. Russia 14. Japan From this following chart Virgin launches their business in 14 countries world wide. South Africa captured the 1st position, Bangladesh took the 2nd position and United Kingdom placed the 3rd position by the context of selling of Virgin soft drinks 2.2 Virgin Soft Drinks in Bangladesh Context Brand Name Flavor Size Packaging

Virgin Red Virgin Orange Virgin Blue Virgin White Virgin Pink Virgin Yellow Virgin Cool Blue

Cola Orange Lime-Lemon Diet Cola Grape Fruit Passion Fruit Tutti-frutti

250 ml, 500 ml, 1 liter & 1.5 liter 250 ml & 500 ml 250 ml, 500 ml, 1 liter & 1.5 liter 250 ml, 500 ml, 1 liter & 1.5 liter 500 ml 500 ml 500 ml

Can for 250 ml& Pet bottle for 1 & 1.5 liter Can for 250 ml& Pet bottle for 500 ml Can for 250 ml& Pet bottle for 1 & 1.5 liter Can for 250 ml& Pet bottle for 1 & 1.5 liter Pet bottle for 500 ml Pet bottle for 500 ml Pet bottle for 500 ml

In 1984, the Youth Group started their garments industry largely. Now they are continuing their business. Global Beverage Company Limited (GBCL) is the sister concern of Youth Group. GBCL has introduce the Virgin soft drinks on 3 rd December in 1999 for the first time in Bangladesh with an exclusive franchise agreement of Virgin Enterprise Limited of United Kingdom for manufacturing and marketing its beverage brands Virgin within Bangladesh territory. Now Virgin brand of soft drinks one of the countrys fastest growing carbonate beverages.

Cola Red Lemon-Lime Orange Cola Diet

2.3 Production Zone Virgin drinks started their business since 1999. Its production zone located at Gazipur and starting production from the beginning. This zone covered more than three acors of land. GBCL has a future plan about expansion of production area. 2.4 Raw Materials The raw materials for Virgin cola are divided into two categories Imported raw materials: 1. Aluminum can 2. Pet resin for pet bottle making 3. LDPE resin for pet bottle cap making 4. Activated carbon

5. Sodium citrate, Citric acid, Ascorbic acid, sodium benzoate, Phosphoric acid, caffeine. Local raw materials: 1. Carbon dioxide gas (From Bangladesh Oxygen Company) 2. Sugar 3. Color 4. Labeling 5. Corrugated box carton 2.5 Manufacturing Global Beverage Company Limited (GBCL) manufacturing process is more modernized and hygienic than the others in beverage industry. They are producing their product according to market demand for the actual and potential customer. In processing level they follow international standard quality and attractive packaging. 2.6 Production Flow Chart

2.7 Companys Future Plan: Global Beverage Company Limited (GBCL) has a future plan to introduce snacks-food as a new Virgin product in Bangladesh and also introduce fountain pack. Now they are trying to launch 250 ml with a plastic container. Management hopes that it will increase their sales. 3.0 Situational Analysisg 3.1 SWOT Analysis SWOT analysis defines that companys own strength, weakness, opportunity, and threat. It is most needed things for a company that determines its current situation in the market.

3.2 Industry Analysis There is pure competition market in beverage industries. Global Beverage Company Limited (GBCL) operated their business along with the competitors. There are 6 companies in beverage industry stated in below

Tabani Beverage Limited Bangladesh Beverage Limited Partex Beverage Limited Global Beverage Company Limited Globe Soft Drinks Limited National Beverage Limited

3.3 Overall Market Share of Soft Drinks Company: The overall market share of different types of soft drinks companies are stated in the following figurePosition 1st 2nd 3rd Beverage Company Tabani Beverage Limited Bangladesh Beverage Limited Partex Beverage Limited Market Share 45% 30% 12%

4th 5th 6th Data source: GBCL

Global Beverage Company Limited Globe Soft Drinks Limited National Beverage Limited

10% 2% 1%

Pie chart of Market Share Distribution Here we can see that Tabani Beverage Limited captured 45% of total market share, Bangladesh Beverage Limited hold 30%, Partex Beverage Limited hold 12%, Global Beverage Company Limited captured 10%, Globe Soft Drinks Limited hold 2% and National Beverage Limited hold 1% of total market share. Tabani Beverage Limited takes the leading position, Bangladesh Beverage Limited is the second highest position captured. Global Beverage Company Limited takes the 4th position.. 3.4 BCG Matrix: Boston Consulting Group (BCG) approach classified of Global Beverage Company ltd separate objectives according to growth share matrix. In the following figure vertical axis shows Virgins market growth rate, which provides a measure of market attractiveness. Similarly in the horizontal axis shows Virgins market share serves as a measure of company strength in the beverage market. Virgin has 13%of the total market growth rate.

Virgin cola regular drinks have covered about maximum market share in Global Beverage Company Limited. In BCG matrix we located all flavors of Virgin in Dogs position. Virgin cola now placed in Dogs but it runs positively. It has a better chance to improve its position from Dogs to Cash Cow. Virgin Blue and Diet takes approximately the middle position in Dogs. And other flavors respectively placed in the very lower position in Dogs. GBCL should take some essential steps to improve their present conditions. The steps should be investment as much as needed, short-term sales promotional programs, advertising by using various types of media. 3.5 Competitors: Soft drinks is a verity seeking product. Global Beverage Company Limited (GBCL) introduces virgin drinks for the first time on 3rd December 1999 in Bangladesh. Beverage industries of Bangladesh face pure competition. The main principle of pure competition is to survive in the market at any cost. Pure competition influences to maintain better quality level, modernized advertisement, nice looking design and packaging, pricing, attractive sales promotional program among the beverage industry. GBCL face pure competition in Bangladesh market. GBCL operated their business along with the other competitors. The competitors name are given belowBeverage Company Tabani Beverage Limited Bangladesh Beverage Limited Partex Beverage Limited Global Beverage Company Limited Globe Soft Drinks Limited National Beverage Limited Market Share 45% 30% 12% 10% 2% 1%

Coca cola is the market leader company of beverage industries. The competitor is Pepsi and the followers are Virgin cola & RC cola. Sun Crest cola & Uro cola are market nicher.
3.6 Consumer Analysis:

Consumer analysis is one of the major factors for determining companys own position in consumers mind. It is helpful for understanding the competitors position. We get consumers percentage of virgin cola which is divided by age are given belowAge Group

6-12 13-19

Percentage (%) 9.75 50.25

20-26 27-33 34-40 41 & above

22.00 11.20 4.50 2.30

The table shows that 50.25% consumers are from 13-19 age group takes the leading position of the survey. The following percentage is 22.00 at the age of 20-26. The main targeted market is the teenager and the young generation. But now a day we are also focusing our child generation. 4.0 Market Product Focusg We are covering target market analysis, point of difference relative to the competitors and market positioning in consumers mind stated in the below4.1 Target Market: Every Company must have a specific target market for its product. If any company doesnt have target market they cannot achieve their main objective and not survive in the market longer period. In survey we found GBCLs market divided based on age level, which is given belowAge Group

6-12 13-19 20-26 27-33 34-40 41 & above

Percentage (%) 9.75 50.25 22.00 11.20 4.50 2.30

The table shows that 50.25% consumers are from 13-19 age group takes the leading position of the survey. The following percentage is 22.00 at the age of 20-26. The main targeted market is the teenager and the young generation. But now a day we are also focusing our child generation. 4.2 Point of Difference GBCL started their business in 1999. In that time they captured market share very quickly by introducing quality advertisement, well distribution policy, attractive packaging, satisfied testing quality level etc. It also has sophisticate quality control equipment. Now a day, they are continuing their contingency level and also contribute to make a better position in the consumers mind.

Now we are going to point out the distinctive characteristics relative to the competitors

Maintaining standard quality level. Convenience to carry and easy to open its cork. More hygienic than the others. Tasty with various products. It does not harmful for environment. Its can and bottle can be recyclable. No deposit for bottle and can. Smart looking can and pet bottle. Need not to return from the very beginning. Virgin offer at an affordable price to the customer. It maintains standard quality advertisement. They provide smooth distribution. Expiry date, ingredients and nutritional information are also available in product level. Virgin can express the image of modernism.

4.3 Positioning There are so many drinks company in the Bangladesh market. These companies operated their business with world famous brand names. In the below we are showing market positioning of all kinds of cola flavor soft drinks: SL. No. 1 2 3 4 5 6 Brand Name (Cola flavor) Uro cola Sun Crest cola RC cola Virgin cola Pepsi cola Coca cola Percentage (%) 1% 3% 29% 10% 24% 43% Position 6th 5th 2nd 4th 3rd 1st

The table state that the leading position captured by the Coca cola at 43%, 24% captured by the Pepsi cola and Virgin cola takes 10%. The following are respectively 29% of RC cola, 3% of Sun Crest cola and 1% of Uro cola.

So we can say that the Coca takes the first position in the consumer mind. Pepsi is the second and Virgin cola is in third position. GBCL has taken some new steps to increase their position in consumer mind. GBCL has recently released nice looking 500 ml size with 6 different flavors is priced at Tk.20. GBCL trying to introduce new product 250 ml sizes at Tk.10 with plastic bottle and fountain pack at Tk.12. 5.1 Product 5.1.1 Product Mix: Product Line Length and Product Mix Width shown for Global Beverage Company Limited (GBCL).

5.1.2 Product Level:

Core Product: Virgin cola removes the need of thirst to the customer. Actual Product: Brand Name: In Bangladesh context there are several types of product accelerate their business with the prominent world wide brand name:

Virgin Red, which signified cola flavor. Virgin Orange, which signified orange flavor. Virgin Blue, which signified lime-lemon flavor. Virgin White which signified diet flavor. Virgin Pink which signified grape fruit flavor.

Virgin Yellow which signified passion fruit flavor. Virgin Cool Blue, which signified tutti-frutti flavor. Cheers which signified mango flavor.

Design and Packaging: Virgin has designed its product through various types of packaging:

Can 250 ml (Aluminum) Small Pet 500 ml (Plastic) Medium Pet 1 liter (Plastic) Large Pet 1.5 liter (Plastic)

In this packaging we are providing some extra benefits such as1) 2) 3) 4) 5) 6) Easily portable. Need not to return. Consumer can serve money to buy pet bottle. New generation like to show their image by holding a can. Consumer can use plastic bottle for various purposes after consuming soft drink. Consumer can buy without deposit.

Features:

Less chance of leakage: Virgin has less chance of leakage rather than other drinks packaging. Benefit of reusing virgin can: Virgin can make by non-finishing aluminum. Virgin can does not hamper our environment and we can reuse it later on. Quality Level: Virgin drinks have proved their standard quality level by Bangladesh Standard Testing Institution (BSTI).

Augmented Product:

Delivery system:

Structure of delivery system: Virgin Companys structure of delivery system is following Factory Warehouse

Distributor Retailers Consumers Company to distributor: Companys own cost they distribute their product to the distributor. Distributor to retailers: Distributors own cost they deliver the product to the retailer using their vehicles.

Distributors: There are 102 distributors of GBCL spread over their business in Bangladesh. The distribution areas are stated below-

5.1.3 Packaging: Packaging involves designing and producing the container or wrapper for a product. We can classify packaging in to two stages as follows1) Primary packaging: Plastic container, aluminum container for can.

2) Secondary packaging: We package certain product through out the 1 (one) dozen any quantity of product with a case. 5.2 Pricing Pricing is one of the marketing mix tools that a company uses to achieve it marketing objectives. Global Beverage Company Limited (GBCL) decides its product pricing on the basis of Cost based pricing. Naturally they follow cot based pricing. This type of pricing added a standard mark-up to cost of certain product of virgin soft drinks. In Cost plus pricing we consider two formulated steps: 1) 2) Unit cost Mark-up price

Formula: 1) 2) Unit cost: Variable cost + (Fixed cost/Unit sales) Mark-up: Unit cost / (1-Desired return on sales)

Can (250 ml):

Unit cost = Tk.10 Mark-up price = 10 / (1-0.187) = Tk. 12.3 Small pet bottle (500 ml): Unit cost = Tk. 14 Mark-up price = 14 / (1-0.2) = Tk. 17.5 Medium pet bottle (1 liter): Unit cost = Tk. 17 Mark-up = 17 / (1-0.2) = Tk. 21.25 Large pet bottle (1.5 liter): Unit cost = Tk. 25 Mark-up price = 25 / (1-0.2) = Tk. 31.3 Diet can (250 ml): Unit cost = 12 Mark-up price = 12 / (1-0.187) = Tk. 14.76 Pricing of producer to customer: For Can:

Sizes Can 250 ml Diet can 250 ml Small pet 500 ml Medium pet 1 liter

Promotion Tk. 12.30 Tk. 14.76 Tk. 17.50 Tk. 21.25

Dealer Tk. 12.30 Tk. 14.76 Tk. 17.50 Tk. 21.25

Retailer Tk. 13.5 Tk. 16.5 Tk. 18.5 Tk. 23.0

Final consumer Tk. 15 Tk. 18 Tk. 20 Tk. 25

Large pet 1.5 liter

Tk. 31.30

Tk. 31.30

Tk. 32.8

Tk. 35

GBCL took steps to increase their sales promotion by providing discount facility on pet bottle (1 l. & 1.5 l.) only for previous Eid festival. In that time they earn much popularity and improved a lot of market share. So, GBCL management has decided they will continue their previous program. As a result, the price of pet bottle fixed at Tk. 25 for 1 liter and Tk. 35 for 1.5 liter. 5.3 Promotion
Promotion is one of the marketing tools that a company uses to achieve its marketing objectives. Each promotion tools has unique characteristics to improve their total sales. Marketing promotion can be classified several steps-

5.3.1 Advertising: Advertising is the way where massage could be delivered to the consumers mind. Massage can be delivered to the consumer by the sound, music, choreography, lighting, and performer appearance. Advertisement massage must be believable, meaningful and distinctive. Advertising can be used to buildup a long-term image for a product and also can trigger quick sales. Advertising media: a) b) c) d) e) f) g) h) i) TV channel News paper Magazine and Journal Web site Radio Bill board Neon board Light box Printed poster

Advertising time & located areas:

Virgin advertising is shown in TV channel from evening to midnight. The customers usually watch advertise in the evening. Almost every popular newspaper, magazine and journal is use for advertising. Advertising presented in the noon and afternoon session in Radio. Virgin Website shows attractive advertising in all time. Printed poster is naturally using all over the Bangladesh. Light box advertising usually found in retailer shops, super markets, and general stores spread all over the Bangladesh. Bill boards are shown in crowded areas such as at Mirpur, Farmgate, Jatrabari, Moghbazar, Gulshan-1, Tangi etc. Neon board is seen at Malibagh, Karwanbazar, Banani. Some retailers, customers, and dealers widely focus on the quality of advertisement. If GBCL served modernized advertising they have a better chance to improve their sales. 5.3.2 Personal selling: Personal presentation by the firm sales force for the purpose of making sales and building customer relationship. Virgin uses personal selling in different stages of marketing and distribution. Company distributes their product among the dealers, resellers, retailers by maintaining excellent relationship. 5.3.3 Sales Promotion: Sales promotion includes a wide way of tools that can attract consumers attraction, strong incentive of purchase, free gift, discount and several types of occasional program. Consumer Promotion Tools: In consumer promotion tools GBCL provided some short- term attractive sales promotional tools. In Premium tools it followed Eid dhamaka Tk. 5 discount for previous Eid festival and continuing still on. In Advertising Specialty they provided scratch card for various gift items such as- caps, T-shirts, bags, mugs and nice looking glasses conducted with Virgin brand name. In Contest & Sweepstakes they arranged exclusive travel ticket Dhaka to Singapore, and Dhaka to Coxs Bazar. Trade Promotion Tools: Here GBCL took steps to give special discounts, allowances, specialty advertising items, free goods, push money to the retailers and dealers. GBCL arranged conference every year among the dealers and also rewarded the first three dealers in terms of greater sales volume. GBCL can get such benefits by implementing trade promotional tools are given below To carry the brand name. Give a brand shelf space. Promote brands in advertising. Push to the consumers.

Business Promotion Tools: GBCL rewarded its business market like as supermarket, departmental store, general store in terms of sales unit. They make advertising nameplate for business market by their own cost. In survey we have seen that virgin needs to improve their sales promotion for raising their sales. Many consumers sited that if virgin provides more gift items they will encourage for buying it. So GBCL need to improve their selling by implementing some attractive sales promotion programs. 5.3.5 Promotion Mix Strategies: Marketers can choose basic two promotional marketing mix strategies these are given below:

Global Beverage Company Ltd. follows these two promotional mix strategies at a time. In pull strategy they influence consumers by advertising sales promotional programs. Then consumers make demand to retailers, about their choice. Again retailers make demand to Producer. In push strategy producer wants to influence retailers and wholesalers by personal selling, trade promotional programs. Retailers are willing to motivate consumers by implementing personal selling advertising and sales promotional programs. 5.4 Place Virgin is provided in the local area. Fast food shop, general store, departmental store, super market there is a place where virgin is available. Their manufacturing unit stands on Gazipur. Virgins head office is at Mirpur, Dhaka. Now they are exporting in Bhutan and trying to export their product in India. 6.0 Findings Consumer (General) Brand awareness

The brand on the top of the mind (TOM) of all irrespective of socio-economic class, age, and region was the same with the regared to total spontaneous awareness. However, considering total awareness (spontaneous plus prompted) RC was number one, closely followed by Coca-Cola. Virgin was the fifth TOM brand among the SEC A and B, but sixth amongst all SEC. It was sixth and eighth in term of total spontaneous and total awareness respectively. Consumption habits Reasons for drinking CSD

As a whole people drink CSD more to help with digestion of food than for any other reason, irrespective of age, SEC, sex, etc. Beats the heat (quenches thirst), removes fatigue, tastes good were the other major reasons cited for drinking CSD as can be seen from the following graph.

Brand preferences

The two most preferred brands were Coca-Cola and RC. Coca-Cola was the mens first choice while RC the womes. 7Up Was the third choice by both sexes. Coca-Cola was the first preference of SEC A and B consumers, while RC was SEC Cs Coca-Cola was the most preferred brand in the age group 20-39. RC was the young ones first choice being preferred most in the age group 12-19 Virgin Cola was the fifth choice among CSDs, being more popular with SEC A and B and female consumers. There was some preference for only this variant of Virgin while there seemed to be little interest in the others. The age group 35-39 did not seem to care much about any variant of Virgin .

Brand purchase

The most purchased brands were RC and Coca-Cola followed far behind by 7Up and Virgin.

Substituted brands

In the absence of the preferred brand at the outlet, Coca-Cola came out to be the number one substitute brand followed by RC, Sprite, Pepsi, up and Virgin in that order.

Place of consumption and Pack preference

CSD is consumed most at home, mentioned by 92% of the respondents, lager pack being more popular. At work/ school and while traveling are the other important place of consumption. Popular packs at different place of consumption can be seen from the following matrix : Response frequency Popular Packs 1 lit,1.5 lit, pet and 1 glass (Figure??) 1 lit, pet, 250 ml glass and pet, 500 ml pet Can Can

Place of consumption At home

92%
At work

26%
While traveling

22%
At school /college

33%
At play

Can, 250 ml glass, 1 lit pet and glass Can , 1 lit pet, 250 glass and pet

12% Time of consumption

CSD consumption seemed to be the most during mid afternoon (after lunch and before evening), irrespective, of SEC, age sex and area. They only peculiarity seemed to be in Khulna and Rajshahi where more than 50% of consumers seemed to drink CSds at night w ith approximately a third of the total having a drink late at night before retiring. Women appeared to drink CSDs at lunch more than men while larger number of men seemed drink CSDs during mid morning than women (in between breakfast and lunch) Almost 50% of the consumers appeared to drink CSDs during lunch Overall the tendency to drink CSDs at night ( at dinner or after seemed to be relatively low

CSD purchase habits Brand switching and the reasons for the same Brand switch between brands purchased most in the last one month to brands purchased last was not noticed much. However, whatever switch took place was mainly due to the non-availability of the most purchased brand. Some switching took place also to try out new brands.

The tendency to switch for trying out a new brand seemed to be more among the SECA A and B consumers.

It second that more men would switch to try out a new brand than women would. Among the different age groups only those between 16 and 19 had switched more to try out a new brand than for any others reason.

Purchase frequency

It seemed by and large that most consumers of soft drinks would buy the drinks about 2-3 times a week. The only exception was among the SEC C consumers. Most in this class would buy the drinks once in every fifteen days. Men appeared to buy soft drinks more frequently that women. As perhaps expected urban consumers would buy soft drinks more frequency than semi urban/semi rural consumers. More people in Dhaka seemed to buy soft drinks about 2-3 times a week than anywhere class in the country. Most consumers of Chittagong and Rajshahi seemed to buy soft drinks once in a week.

Total Purchase frequency

Base 2/3 times per week Once per week Once per 15 days 4/5 times per week Once a month Everday Less than one month Total Mean score 1000 28.9 23.0 18.7 15.4 8.7 4.2 1.0 100.00 3.67 SEC A 136 32.2 23.8 14.9 17.0 6.7 4.9 0.5 100.0

By SEC

SEC B 136 34.7 22.0 16.3 12.5 9.4 5.2 100.00

SEC C 402 23.5 22.5 23.6 14.9 10.4 3.2 1.9 100.0

Place of purchase

Overwhelmingly the usual place of purchase of CSDS was a small localized retail shop more commonly known as a general store. This was the was the case in both urban and semi urban/semi rural areas of the country, among all SECs and age groups. A lot of purchase of CSDs took place in confectionerise (It is possible that some respondents termed the general stores as confectioneries since in most general stores one would get confectionery items like bread, biscuits, cakes and savories. Quite a bit of CSD purchase to0ok place at fast food/coffee shops.

Consumer perception and attitudes Brand perception As a whole, Coca-Cola and RC received higher association with majority of the attributes, indicating better overall perception, as can be seen from the graph overleaf. However, brand wise specific perceptions are as follows:

Coca-Cola and Pepsi were perceived to be brands which were available everywhere. Coca-Cola was also perceived by many as a drink for outgoing people and a good quality drink. RC, Virgin and Uro were mostly linked to entertaining advertisements RC was also considered as being available everywhere and being a drink for outgoing people. Virgin also was named as a brand available everywhere and was recognized as being a new drink. Regarding quality consumers perceived a strong relationship with Coca-Cola and RC. The perception was rather low with Virgin. A large number of respondents found Coca-Cola and RC to be refreshing drinks along with Pepsi, Sprite and 7 up. Uro, Virgin, Mirinda, Fanta and RC were thought be drinks for children by about a quarter of the consumers. Approximately half of the respondents thought Coca-Cola and RC were drinks for people like them Nearly a third of the people thought Coca-Cola and RC were drinks with a difference only 20% felt that way about virgin and Uro Brand Perceived by

Perception Available everywhere

Coca-Cola, Pepsi, RC, Virgin, All age groups, both sexes

Fanta, Mirinda. For outgoing people Refreshing drink Coca-Cola, RC Sprite 7 up, Coca-Cola, Pepsi, RC Coca-Cola, RC RC, Virgin, Uro All age groups, both sexes All age groups, More men than women All age groups, both sexes All age groups, both sexes

Good quality drink Good quality drink Has an entertaining ad

However, brand wise specific perceptions are as follows:

Image
Fun Trendy

Brands
RC, Coca-ColaVirgin Uro, Pepsi, 7 up (all low) Virgin, Uro, RC Virgin

Perceived by
All age groups, both sexes

Coca-Cola, Pepsi, 7 Up, RC Virgin (low) All age groups, both sexes

Modern Cool

All age groups, both sexes 16-24 and 30-34 (more from these age groups than women) All age groups, both sexes All age groups, both sexes 12-15,20-39 age groups MenWomen

American Boring Chidish

Coca-Cola Fanta, Mirinda Fanta, MirindaVirgin, Uro, RC Virgin, Uro, RC

Most people associated almost all the good images to Coca-Cola and RC Though by significantly lesser number of people almost all the good images were also associated to virgin and Uro.

Consumer (Virgin specific) Past and present consumers Top of mind awareness of variant The variant on the top of the mind of all Virgin consumers (past and present) was Virgin Cola, followed by Virgin lemon and Virgin orange. The picture was the same with the regard to total

awareness (total spontaneous plus prompted). The only exception with regard to top of the mind variant was in the age group 30-34 where Cola was followed by orange and then lemon. Prompted awareness of variant and Total Awarness

When prompted the highest was with the orange variant followed by lemon and diet cola. However, total awareness of Virgin cola was the highest closely followed by Lemon and orange. Virgin Diet Diet Cola total awareness much lower than the other variants.

Present consumers Variant preference By and large the most preferred various were similar in the following order:
1. Cola 2. Lemon 3. Orange 4. Diet

Coca-Cola was the first choice for both sexes.

o

Orange was the second and lemon the third choice in the age group 30-34.

Orange was the second and lemon the third choice in Rajshahi. There was no other regional peculiarity/ bias.

Substitued variants Lemon came out to be the number one substitute variant followed by Orange, Cola, and Diet in that order Purchase frequency

It seemed by and large that most consumers of Virgin would buy the drink less than once a month. The exceptions were among the SEC and female consumers, and in the age groups 12,15,20-24,30-39. Most in these groups would buy the drinks once month. Wome appeared to buy Virgin drinks more frequently than men. While urban consumers would buy Virgin drinks more frequently than semi urban/semi rural consumers, it appeared that those in Dhaka and Rajshahi Division purchased more frequently than those in the other areas.

Pack preference

It appeared that overall the 1.5 lit pet bottle was the most popular Virgin pack followed by Can, 2 lit pet, 250 ml pet and 500 ml pet in that order. The can was more preferred by women and the consumers in SEC B, as well as among the age groups 12-24

Attributes (ranked)

There was reasonably strong agreement with all the following statements with regard to Virgin drinks. The statements were ranked on 5 point scale and are listed here in descending order:

a) b) c)

Available in Various flavours A well known brand A brand for young people

d) e)

An international brand An innovative brand

New Variants sought

Various unusal suggestions for new variants, such as hot/spicy, chocolate flavour, coffee flavour have been put forward, By far the maximum recommendations have come for various fruit flavorus. The drinks/flavorus which the Virgin consumers would like to see most in future:

1. Mango flavour 2. More fizzay variant 3. Lichy flavoru 4. Chocolate flavour 5. Pineapple flavour 6. Grape flavour

Past consumers Reasons for discontinuing Virgin

Overwhelming by the main reason cited for discontinuing Virgin brands was DID NOT TASTE GOOD.

This was the reasponse across all SECs, age groups, sexes and areas. No other response in the whole study has been so unanimous.

The next important reason was high price which seemed to matter more to the consumers belonging to SEC B and semi urban/semi rural areas, age groups 12-24 and 30-34 and to the women. Non availability of the product was another important reason cited for not continuing with the brand Total By SEC SEC-A SEC-B 93 43.0 19.2 SEC-C 232 37.3 15.1

Reasons

Base Doesnt taste good High price

64.8 40.9 12.8

323 43.2 8.8

Not available in every shop Others dont like it Quality has deteriorated Doesnt satisfy Less pungent

10.1 9.8 8.0 7.5 7.0

13.7 6.2 8.6 8.7 5.2

8.7 4.2 4.4 8.8 10.3

6.4 16.2 8.7 5.5 7.7

Aware but never tried Reasons for not ever trying Virgin

Reasons

Total SEC-A

By SEC SEC-B 93 36.2 15.5 6.9 13.7 13.1 SEC-C 232 25.2 19.5 13.1 13.7 16.3

Base It doesnt taste good Dont want to shift brand Not available everywhere Nobody brings it home High price Table: Reasons for not ever trying Virgin

648 25.2 23.2 15.3 12.8 12.7

323 21.7 30.2 20.6 11.3 8.2

About 18% of those who were aware of the Virgin brand appear not ever having tried the drinks. The reasons cited for this were: 1. Heard that it did not taste good : Seemed important to

SEC B and C age groups 16-24 and 30-39, and to women relatively more than men 2. Did not wish to switch brands : Was the views of SEC

A consumers and those in age group 16-19, and 25-29

3. Was not available everywhere

Seemed to be of

concern more to age groups 16-24 and 35-39 and to SEC A consumers 4. Nobody brought it home : to those in age group 12-15 this was the most important reason for not ever getting to try the brand. 5. High price : C consumers and the age groups 16-19 and 25-29, and those in the semi urban/semi rural areas. Interestingly, this also seemed to be a problem with men. Bangla Virgin logo Majority reacted positively to the suggested Bangla logo. However, a large number of respondents did not like it much. CSD ads seen

Advertisements of RC was recalled by almost all (96%) respondents belonging to all age groups, sexes, socio-economic classes, and areas. Ads of Coke, Uro, Pepsi and Viging were also highly recalled. Most had reported seeing advertisements of all CSds on television followed by signages, print media, posters and billboards. There was hardly any difference in this pattern with regard to sex, SEC, age, and are.

Media habitIncidence of watching TV

As is clear from the above pie chart more than 90% of the respondents watch television. Viewer ship of TV is relatively more in SEC A and B, in the age groups 1215 and 35-39, and among the women. As is expected more people in the urban areas watch TV than in the semiurban/rural areas. Going by region TV viewership was greater in Dhaka and Khulan regions compared to the other parts of the country As can be seen in the graph below 100% of the consumers of Virgin watch TV. As RC, Coke and Pepsi are more widely available, including in semi-urban and rural areas, there is a section of its consumers who do not watch TV.

TV viewing time

By and large bulk of the viewing takes place between 7 pm and 10 pm A significant number of the CSD consumers seemto watch TV even after 10 pm

Interestingly about a quarter of the women respondents reported watching TV beyond 1 am Looking at the TV viewing habit of the CSD consumers by brand there is hardly any difference in the picture

TV channels watched

Despite the influx of satellite channels BTV (terrestrial and non-satellite) remains the most watched channel among the CSD consumers. This has more to do with the reach of the satellite channels than with programme preferences. For the same reason perhaps BTV is watched more in the semiurban/rural areas (81%) than in the urban areas (69%). Channel is the next most watched channel followed by ATN and Star Plus More men than women seem to watch Channel I, and more women than men watch ATN. There is hardly and difference in the picture looking at it by CSD brands

Programmers watched regularly

Drama appeared to be the most popular TV programmer followed Bengali Cinema. News and Magazine programmer. Strangely even children as young as 12- 15 years old watched TV drama more any other programmer News is watched more by the older segment of the population approximately 50% of the 30- 39 years age group. While significantly lager number of women (39%) the men (25%)watch Bengali cinema, significantly lager number on men (37%) than women (26%)watch the news programmes. The ratio of watching Bengali cinema is more in the semi urban / rural areas (40%)than in the urban (29%). The percentage of Begali cinema viewers is significantly larger in Chittagong, Khulna, Rajshahi areas (over 35%) than in Dhaka (28%). Similarly significantly larger number of people in Dhaka (37%) watch the News than in the other parts of the country (between 23% 27%). Relatively a larger number or pepole in Chittagong and Khulan (over 35%) watch the magazine programmes (app. Such programmes do not appear to have much appeal in the Rajshahi area) Going by CSD brands whiled the greater segment of all consumers of all brands watch TV drams more than any other programmed, it seems that larger number of the Coke, Sprite, Uro and virgin consumers watch News more than Bengali cinema.

The extent of magazine programmes viewing is more or less the same by all consumers.

Incidence of radio listening

Only 14% of the respondents reported listening to the radio with the incidence being higher in the semi-urban/rural areas (20%) than in the urban (10%) Relatively more people in Dhaka and Rajshahi (16%-17%) listen to the radio than in the other parts of the country (approximately 8%) The highest radio listening is among the 7 Up, RC, and Coke consumers (15%-17%) Radio listening is rather low by the Virgin consumers (10%). Which most of the listening is done between 12 pm, men listen to the radio more in the morning (6am-9am). Dhaka-Kha is the more preferred radio station.

Newspapers read

Out of the 21 Daily news pares mentioned as being more or less regularly read only one The Dialy Star is in English. All others are Bengali. Only 0.2% of the total respondents reported reading The Daily Star regularly. Virtually across all levels and in all areas Protho Alo followed by Jugantor, Ittefaq, Jonokontho and Inqilab are the most regularly read newspapers. For some reason the difference is in the age group 25-29 where Prothome alo is followed by Ittefaq, Jugantor, Inqilab and Jonokontho. Newspapers are read more by men than women and more in the urban than semi-urban/rural areas. While Prothom Alo is the most regularly read Daily by consumers of all brands it seems that Virgin consumers read the Ittefaq more regularly than Jugantor.

Periodicals and magazine read

The study has revealed that the readership of periodicals and magazines (weeklies/fortnightlies/monthlies) are rather low. The most regularly read periodicals/magazines are:

Alpin, Bicchu, Jai Jai Din, Sanonda, Anondo Lok, PurnimaOutdoor ads/shop facials noticed

The above graph represents the overall picture across almost all levels, and sexes, However, it seems that the outdoor ads and shop facias are noticed by a relatively lesser number of people (approximately 55%) in Chittagong and Rajshahi. The consumers of RC also seem to have noticed such material less than the consumers of other brands (65% vs over 70%)

Incidence of watching movies at cinema halls

More 90% of the people across levels, categories and areas do not go to cinema halls to watch movies Relatively more men (11%) go to cinema halls if at all than women (01%) Cinema hall goers are relatively more in urban than in semi-urban/rural areas Almost 100% of those in Chittagong do not seem to go to cinema halls Cinema hall going seems to be relatively more among the Mirinda and Virgin consumers Among those who do go to cinema hall most (about 63%) do so on an average once in a month About 26% of those who go to cinema halls do so more than once in a month Looking at the picture by CSD brand consumers among the virgin consumer 78% of the cinema goers go once a month a month to the cinema halls. This is higher than the frequencies observed in all other brand consumers.

Trade (General)Brands (usually) available at shop

Coca-Cola and RC at more than 90% of the shops Sprite and 7Up at more than 80% to 90% shops Pepsi, Uro Cola and Virgincola at less than 80% of the shops More than 95% of the shops would have the I lit pet bottle of the CSDs The 1 lit pet bottels of Coca-Cola, Pepsi, RC Cola, RC Lime, virgin cola would (usually) be available at more than 90% of the shops

Brands stocked/available at shop

At time of the survey more than 50% of the shops had Coca-Cola in their stock most of it being in Dhaka RC Cola was available at 24% of the shops most of which were in Dhaka Rc Cola was available in more semi urbas semi rural shops than in urban RC and Coca-Cola seemed to be available in the same number of shops in Chittagong 7 Up and Pepsi were available at less than 10% of the shops Only 2% of the shops had Virgin Cola most of which were in the urban areas. It appeared that relatively more shops in Chittgong Stocked the brand than in Dhaka

Reasons for stocking

The single most important reason for stocking a brand would be its demand in the market. Clearly quick turnover was more important than anything else. Among the other far less important reasons for stocking a brand the following were of some significance: Refrigerators provided for showeasing/keeping the brand Good quality Alwasy available Sales incentive (two bottles free with each case)

Seasonality of StockingMostly between April and September.Brands sold mostThe picture was almost similar to that of brands stocked.

Coca-Cola was the highest selling brand followed by RC Cola, 7 Up, and Pepsi. Sales of Virgin Cola, Uro Cola, was reported to be very low.

Reasons for selling most1. Good taste : Coca-Cola, RC Cola2. demand : RC Cola, Coca-Col, Sprite, Pepsi, virgin3. Good quality : RC Cola, Pepsi Coca, 7 UP Most profitable brand

High

Coca-Cola RC Cola 7 Up Pepsi Uro Cola Virgin Cola

Reasons for being profitable

Fast moving (quick turnover) More cornmission/bonuse Price to trade is low

Tendency to promote septic brands

More than 60% reported that would not promote a specific brand on their own Approximately 36% suggested they would promote a spefic brand under the following circumstances: If the brand asked for by the customer was not available If a brand was more profitable

Availability for sample stocking

Are sales promotion programmers by companies effective and how?

Nearly 90% felt that salse promotion schemes by companies were effectives as those resulted in: Increased sales Attacted consumers to the brand

Most effective sales schemes/suggestions for new schemes(Table 30)

Search cards for consumers Prizes for volume purchases by consumers More free bottles/per case for traders Free gifts/bottle

7.1 conclusionsGlobal Beverage Company limited introduced VIRGIN drinks in 1999. Now Virgin takes step in 6th year. When Virgin came advertising was the strong path to influence people about the new product. In that time GBCL followed a smooth marketing strategy. Virgin formed can at a cheap rate for the first time in Bangladesh. Someone has sited their opinion that Virgins advertising, quality, distribution, packaging was better than the others.Now Virgin overall takes the position in 4th place. But in terms of cola flavor it takes 3 rd place. At a time it takes also better position in consumer mind by its quality, attractive flavor, nice looking packaging.GBCL newly introduces 6 flavors with 500 ml. its main buyers are children. Those products introduce for improving their current market share. GBCL has a future plan to introduce 250 ml with plastic bottle and fountain pack.We gather some essential information from our survey. At first they need to maintain their standard quality level, advertising should be more attractive, need to upgrade known famous character for advertising that influence people very quickly. Some one has said packaging need no change. But new form could be better way to influence people. GBCL must create better relationship among the dealers, resellers, retailers. Need to take steps for various programs of sales promotion.Report on marketing analysis is the part of our credit course of BBA program. We learn so many things from this report about Virgin Company, its product nature, its distributors, retailers, consumers, and its overall marketing condition in beverage industry. Though BBA is a job related programs, in future we will face so many problems from making any sort of report in the organization. This report will assist us to build up a better career in the job section.7.2 RecommendationsSpecific Recommendations
Virgin has no fountain pack. Virgin is recently introduced in Bangladesh in 1999 thats why they didnt captured big market. GBCL doesnt follow societal marketing concept. There is a better chance to create market demand in Bangladesh. Virgin can focus customers mind by implementing more modernized advertising.

Fountain pack and 250 ml with plastic container can increase more customers. Virgin can taken short-term program for pet bottle. Virgin needed to reduce its price for improving its sales without changing quality level. Has a big chance to entrance into international market by exporting neighborhood countries. GBCL follows Government regulation but some competitors do not. Other competitors reduce their price that can hamper the sale of Virgin.