Term Paper

Submitted by:

Submitted to:
Nazia Choudhury
Lecturer, School of business ULAB

Company Profile:
Akij Food and Beverage Ltd. (AFBL) has started its journey in 2006. AFBL manufactures a wide
range of Snacks and Beverage of both National & International Market alike. AFBL is a project
worth $250 million & is founded by the parent company Akij Group. AFBL is a part of the Akij
Group founded by Sk. Akij Uddin in 1950. This group of industries are ever-growing and the
latest number of the units is 26. These units have a work force of more than 50,000. They have
25 major national achievements so far. Sk. Nasir Uddin chairs the group and Sk. Bashir Uddin is
its Managing Director. Sk. Shamim Uddin is the Director of AFBL. AFBL is one of the leading
Food and Beverage Companies in the country manufactures a wide range of food and beverage
products like carbonated beverages, fruit drinks and other food products for both local and
international markets. It has a powerful global presence – exporting products in 26 countries.
AFBL is striving to be a sustainable business through consistently producing quality products by
empowered & motivated employees with state-of-the-art technology where society will be
benefitted. AFBL has a wide range of products of soft drinks, fruit drinks, energy drinks, molted
drinks, drinking water, milk & milk-based products, chips, mango bar and pickles brands. AFBL
encourages local small and medium level farmers by contract farming for milk from Pabna and
Rajshahi and mango from Rajshahi and Chapainawabganj. AFBL has achieved many recognitions
and certifications over the years. It has achieved Best Brand Award 4 times. National and
international certificates like BSTI, HALAL, ISO and HACCP proves the quality of the company.
AFBL produces best quality food products with locally produced & imported raw materials and
by using state-of-the-art technology machineries, which has been imported from world famous
brands like Tetra Pak, Krones, Alfa Laval, Spa etc. Innovation, Teamwork, Integrity, Customer
Focus and Trust & Respect are the values of AFBL which guide to achieve the vision “to be the
most respected food and beverage company in Bangladesh by commitment to quality”. AFBL
has a reputation of being involved in a good number of Corporate Social Responsibility (CSR)
activities and maintains its reputation with banks, other financial institutions, Govt. agencies.

New Product:
We're interested in launching a new product under the Akij food & beverage ltd. The new
product which we want to launch is basically a Energy drink. Although there are so many drinks
under Akij food & bevarage, lika Frutika, Mojo, Lemu, Clemon, Speed but it are mostly different
tast.and there are best monster flavor original green monster ,zero ultra , zero sugar ultra-gold
and low -carb .

The following are the variations of our monster drink

Target customers:

Akij food & beverage views every customer as a prospective consumer and a target. Brands can
use segmentation to define the right items for different types of customers. Akij food &
beverage does not target a particular demographic, but instead modifies its marketing strategy
by introducing new products. Basically it focuses on emotions along with bonding for achieving
target market.
Here, we set the some categories of our target clients for the new product and they are:-

Age: - Monster reaches out to and has directed most of its marketing to its core market of males
ages 18 to 32. With such a young core consumer base, Monster energy drink marketing focuses
on youth themes and strategies such as extreme sporting events and lifestyles like skateboarding,
motocross, and surfing

Life style: Busier lifestyle and youth are considered to be the most important part of the
consumers
The biggest consumer of energy drinks: Men between the ages of 18 and 34
years consume the most energy drinks, and almost one-third of teens between 12 and 17 years
drink them regularly.