Business Communication

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REPORT ON
AKIJ GROUP

Term Paper On:
Akij Group

Course:
Title: Business Communication
Code: COM-108

Prepared For:
Mr. Sheikh Atiq
Senior Lecturer
Department of Business Administration

Prepared By:
Team # UODAian_43
Name of Group Members
Student ID
Md. Nazmul Hasan (Team Leader)
021132051
Rahul Baroi
021132066
Farhana Anjum
021132095
Amara Islam
021131150
Ryain Ara Labonno
021132068

Date of submission:
December 11, 2013
University Of Development Alternative
Table of Contents
Heading Name
Page no.
Executive Summary
4
1.0 Introduction
5
1.1 Origin of the Report
5
1.2 Objectives
5
1.3 Scopes
5
1.4 Limitations
5
1.5 Methodology
5
2.0 Historical Background/ Environmental Content/ Background of the Problem 6
3.0 Analysis/ Problem or Opportunity Identification and Formulation 7
3.1 Company Name
7
3.2 Target Customer
8
3.3.0 Uncontrollable Factors
9
3.3.1 Economy
9
3.3.2 Technology
9
3.3.3 Religion
9
3.3.4 Competitors
9
3.4 Product/ Service Planning and Development
9
3.5 Value Pricing
10
3.6 Value Delivery
11
3.7 Value Proposition
12
3.8 Financial Analysis
13
3.9 Human Resource Planning and Development
14
3.10 SWOT Analysis
14
4.0 Implications and Recommendations for Management
15
5.0 Conclusions
16
6.0 References/ Bibliography
16

Executive Summary:
Akij Food and Beverage Limited (AFBL) is the sister concern of Akij Group, one of the prominent and leading business houses in Bangladesh. The official inauguration of that concern started in the beginning of 2007. From the beginning AFBL launched two new carbonated soft drinks clemon and farm fresh UHT pure milk products in the market. AFBL has successfully come up with a variety of its products like carbonated soft drinks mojo, lemu speed energy drink, cheeky monkey snakes and spa drinking water. The main marketing policy of the company is they use to undertake huge advertisement and promotional activities to create brand awareness and product positioning among the mindset of the target customers. Not only that AFBL started to change the concept of advertisement of soft drinks too by using new creative and concepts. And they were successful in terms of market share and positioning in the competitive soft drinks market of Bangladesh. By using the reputation and market demand, Akij Food and Beverage Limited lunched a new category of soft drinks that is natural pure fruit juice under the Brand name of ³Frutika´ in August 2008. They targeted the holy month of Ramadan to launch the new product into the market. In that time they also undertake a huge advertisement and promotional campaign following their previous concept Mojo and Lemo. The used different Medias to draw the attention of the consumers like: Press Advertisement (News paper & Magazines). Television Commercial (National & Cable TVs). Private radio stations). Outdoor Advertisement (Billboards, Pestering, Neon sign etc). Mobile Campaign (Road shows). Moving Advertisements (Advertisements on vehicles). Radio Advertisement (BD Radio & Public Relations (Sponsoring & arranging Spot game shows). Sales Promotion (Sampling, Gift and scratch card offer) etc. Basically they used all the elements of marketing communication tools to create awareness and position their Brand. And they were successful enough to draw the positive attention of the customers. After collecting all the related information and data analysis, we found that the advertisement and promotional activities were very much successful to create brand awareness and product appeal among the target customers. But it is found that comparing with the other existing brand, price of Frutika is premium about 25-30% more. So the customers are not satisfied about this issue. More over...
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