Independent University, Bangladesh

Contemporary Human Resource Management

Course Code: HRM410
Section: 01
SUBMITTED TO:

Dr. A.N.M. Shibly Noman Khan.

Associate Professor
Department of Human Resources Management,
School of Business & Entrepreneurship

SUBMITTED BY:

NAME ID

Nazia Jafrin 1920792

Ahmed Zulkarnain Seam 1930260
MD. Mahadi Hasan Nayem 1930739

A report on an Akij Food and Beverage Limited.

Submission Date: 10TH December, 2023

 Letter of Transmittal
Date: 10th December, 2023
To,
Dr. A.N.M. Shibly Noman Khan.
Associate Professor
Department of Human Resources Management,
School of Business & Entrepreneurship
Independent University, Bangladesh
Dhaka, Bangladesh.

Subject: Submission of a report on an Akij Food and Beverage Limited.

Dear Sir,
With due respect, it is our pleasure and honor to be your student and have this opportunity to
present a report of an export item in Bangladesh. While preparing the report we have given
our best effort thoroughly on the topic regarding this business, and we believe and hope that
our report will provide a clear conception, and will reflect my hard work as much as possible.
Though we are in the learning phase of my career, it is indeed a challenging and interesting
experience. We are more than willing to answer any questions regarding this topic, and clarify
it fully to your understanding.
Thank you very much for all your support, which helped me significantly in preparing this
report.

Sincerely,
Nazia Jafrin (1920792)
Ahmed Zulkarnain Seam (1930260)
MD. Mahadi Hasan Nayem (1930739)

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 Table of Content
Chapter 1: INTRODUCTION.....................................................................................................5

1.1 Objectives of the study......................................................................................................5

1.2 Findings of the study.........................................................................................................6

Chapter 2: AKIJ GROUP AN OVERVIEW..............................................................................6

2.1 History...............................................................................................................................6

2.2 Statistical Data...................................................................................................................7

2.3 AFBL: Morale, Ethics & Values.......................................................................................8

2.4 Portfolio of Akij Group.....................................................................................................8

2.5 Product of AFBL...............................................................................................................9

2.6 Business Philosophy........................................................................................................10

2.7 Employees of Akij Group...............................................................................................10

Chapter 3: INTERNAL SITUATION ANALYSIS..................................................................11

3.1 Factory & Machinery......................................................................................................11

3.2 Financial..........................................................................................................................11

3.3 Human resource...............................................................................................................12

3.4 Functional Departments..................................................................................................12

3.5 Strategic Analysis of AFBL............................................................................................13

3.6 Products...........................................................................................................................13

Chapter 4: PRODUCT DESCRIPTION...................................................................................14

4.1 Product Development Matrix:.........................................................................................15

Chapter 5: PRODUCTION PROCESS OF AKIJ FOOD AND BEVERAGES.......................16

Chapter 6: RECOMMENDATION..........................................................................................23

Chapter 7: CONCLUSION.......................................................................................................25

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 Chapter 1: INTRODUCTION

The major objective of this report is to explain Marketing Activities of Akij Food and
Beverage Limited, by this analysis get a clear idea about Consumer perception and
positioning strategy as well as financial condition of a manufacturing company. Other
objectives are analysis market monitoring of the products and financial growth and future
prospect of the company and investigate Consumers requirements and demands. Report also
discusses the advertisement of Akij Food and Beverage Ltd and find out what makes the Akij
Food and Beverage attractive to its user.

1.1 Objectives of the study

 Various consumer perceptions about the product of AFBL and different positioning
strategy.
 Market monitoring of the products and financial growth and future prospect of the
company.
 Informative advertisement to inform consumer about the product and communication
with different media.
 To find out whether Akij Food & Beverage is popular among the consumers in the
beverage market?
 To investigate Consumers requirements and demands.
 To see whether the advertisement of Akij Food & Beverage Ltd.’s is effective.
 To find out what makes the Akij Food & Beverage attractive to its user.

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 1.2 Findings of the study

From the analysis it can be deduced that among all the eight brands of AFBL, most consumed
and preferred brand is MOJO followed by FRUTIKA and SPEED. As the influencing factors
for the consumption of AFBL’s CSD products, packaging plays a vital role, then finally the
taste. The full silver packaged pet bottle turn out to be a great success for AFBL’s CSD
products.

For the consumption of the mineral water SPA, availability played a vital role and this was
because of the wide range dual distribution channel. Price of SPA is less then few other
brands in the market, thus it also played a supportive role.

The brand FARM FRESH is another least consumed product and the influencing factor for
consumption were the taste and branding. The product didn’t seem to be highly accepted by
the audience.

Chapter 2: AKIJ GROUP AN OVERVIEW

2.1 History

AKIJ GROUP OF INDUSTRIES is considered to be one of the most aged industries that is
still sustaining with great success and prosperity. It was more than fifty years ago the
company emerged into the market. Entrepreneur, Founder and life time Chairman Late Mr.
Sheikh Akij Uddin initiated the business in 1950s with a single product of cigarette naming
AkijBiri. This brand is one of the well-known units of Akij Group and it is considered to be
one of the oldest and most well-known products across the country and in the few
international market as well. Then in the late 70s Dhaka Tobacco Industries came to the fold
of Akij Group when government decided to disinvest and hand over the factory to the private
sector from the nationalized sector. It was the first booming stage of Akij Group and from
then onwards this entity diversified its business in various product line and reached the peak
of success.

From such small beginnings, it has expanded into one of the top corporations in Bangladesh,
and not only in size. Akij Group is proud of its infallible quality and excellent service by
valuing its consumers as unique individuals and trying best to provide merchandise to suit the

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needs of each distinct consumer group. AKIJ group has never limited its aims to profit
making. Besides playing a part in developing the country commercially, it has also worked
hard to preserve its environment and culture. The company is proud to say that the word
wastage means little to them; all their factories have been constructed with recycling and the
environment in mind. The non-profit making concerns of the Group are involved directly in
sustaining the progress of Bangladesh. A large number of people are employed by them, and
cared for as members of the AKIJ family.

The history of Akij Group stretches back to later part of the forties. In its infancy, the Group
started in humble way with jute trading which was known as the golden fiber of the country,
earning highest amount of foreign exchange.

Akij Group’s ceaseless efforts with dynamic management and support from our numerous
clients have led our Group in diversifying its business activities. In the second phase, the
Group went into manufacturing handmade cigarettes popularly known as “Biris”. This sector
gave a real boost to the revenue earning of the Group as well as making a substantial
contribution to government exchequer. With the passage of time, the Group undertook new
ventures and presently there are 15 units of industries under its umbrella like cigarettes,
handmade cigarettes, printing & packaging, jute mills, textiles, Hand board, Particle boards,
Matches, Zarda, Cement, pharmaceutical, leather processing and real-estate business are in
operation, catering jobs for more that 40,000 people in various categories.

The Group has plans for setting up more projects. The projects are already in pipeline.
Foreign investors have shown keen interest in joining with Akij group for joint ventures. I
hope that the matter is under our active consideration and will soon mature. This will also
help the nation’s economic growth and will create job opportunities to various professionals.

2.2 Statistical Data

Akij Group is not a public limited company and not enlisted in the stock exchange market. It
is a complete privately owned venture with no external public share and corporate share. Each
of the ventures of AKIJ Group is entitled to be profitable and this aspect makes them
extremely financially strong in the market. The directors are the offspring of the late chairman
and founder. With no debt in the market, Akij Group of Industries are operating and

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performing in the optimum level and is considered to be one of the top-notch leading
industries in Bangladesh. Some statistical facts of Akij Group are stated below:

 Total number of employees: 40000 (approx.) in various categories.

 Annual turnover (revenue) of the entire group in year 2020-2021 was Tk.435.68
(Core) approx.
 Tax paid in year 2020-2021 was Tk.42 (Core) approx.

2.3 AFBL: Morale, Ethics & Values

 Believing in quality and excellence in service

 Believing open communication, personal responsibilities, integrity, and active
participation
 Supporting the creative diversity and share of ideas
 Building culture of learning based on leadership, teamwork, accountability, and co-
operation.

The 4ps of Product, Price, Place, and Promotion are subjected to their mission and to execute
and co-ordinate them properly in order to sustain and enhance consumer satisfaction and also
encounter proper profitability.

2.4 Portfolio of Akij Group

With the passage of time, the Akij Group undertook new ventures and presently there are 15
units of industries under its umbrella like cigarettes, handmade cigarettes, printing &
packaging, jute mills, textiles, Hand board, Particle boards, Matches, Zarda, Cement,
pharmaceutical, leather processing and real-estate business are in operation, catering jobs for
more than 40,000 people in various categories. The individual groups within these areas are
responsible for their own worldwide operations, with regional units around the globe
supporting their efforts.

Akij Group has related diversification and their product ranges are divided into different
product lines. This decentralized structure gives the greatest degree of entrepreneurial
responsibility and the ability to nurture the closest possible ties to their customers. Cross-
Group and cross regional cooperation is crucial for the success of innovation. At the same

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time, it enables Akij Group to provide comprehensive, customer-focused products, solutions
and services for the local market.

2.5 Product of AFBL

The recent launching of the Akij Groups beverage line has been gaining popularity among all
carbonated water lovers. It gained popularity particularly among teenage people and children.
The favorite brand name Mojo gained popularity with in a short period. Presently the
company able to introduce new types of products which increase the depth of the category of
AFBL

Akij food &Beverage limited started their journey officially on July 2006 with three products
but within this two year company able to add lot of products on its rosters. The products
which are offering now by the company are given to the next page:

Product Brand Name Size

Category
Cola MOJO 150ml can, 250ml pet and can, 500ml pet, 1
liter pet, 2-liter pet.
Cloudy Lemon Lemu 150ml can, 250ml pet and can, 500ml pet, 1
liter pet, 2-liter pet.
Clear Lemon Clemon 250ml pet and can 500ml pet, 1 liter pet, and 2-
liter pet.
Energy Drink Speed 250ml pet and can
Malt Beverage Spa 500ml pet, 1 liter pet, 2-liter pet
Juice Frutika (Mango, Red 250ml pet, 1 liter.
grape, red orange)
Milk Farm Fresh UHT milk ½ liter tetra pack.
Malt Beverage Wild Brew 250ml can.
Snacks Cheeky Monkey 15 and 30 gm Foil pack.
Cheese Puffs 15 and 30 gm Foil pack.
O’ Potato (vegetable 15 and 30 gm Foil pack.
masala, Magic masala)

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 2.6 Business Philosophy

Akij Group diversified their business in Food & Beverage industry because in Bangladesh we
have 14 corers people. It is large market size to serve and food is required continually for the
population. Akij food & beverage want to serve quality food for their target market.

In soft drink industry, there are many local & foreign companies. Akij want to be local unique
soft drinks producer with the same quality of foreign company. For this purpose, AFBL
produces CSD for young target group who like to live stylist life. Main slogan of AFBL is
“Brings Quality in Life”.AFBL has its own marketing & sales department in Akij chamber.
The functions of this department are very wide and dynamic. Main functions performed by
this department are:

 Product development  Preparing sales forecast

 Raw material sourcing  Maintain sales management in the
 Find out or create market for its field
product  Keeping record of sales and stock
 Price set up  Collection & analysis of
 Packaging development competitors information
 Developing communication
strategy

Beside these, it performs a number of activities to conduct their day-to-day business. Under
marketing & sales department, a Brand team performs the key role of real marketing.

2.7 Employees of Akij Group

In AFBL Marketing and sales department a number of employees work under Sr. G.M
(Marketing & sales). Numbers of employees are working in different positions in the 4 th floor
of Akij chamber. Here I found:

 Senior General Manager  Purchase executive

 General Manager  Research executive
 National Sales Manager  Brand executives
 Brand Manager  Brand officers

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  Event management officers.

Beside these employees, AFBL has a Sales team working all over the country. Four Regional
sales managers control these sales forces. An area sales manager & an area sales officer is
engaged to conduct regular sales management for each sales area. They work at the retail
outlet with the authorized distributors. The actual marketing activities of AFBL are performed
by the Brand office under Marketing and sales department.

Chapter 3: INTERNAL SITUATION ANALYSIS

3.1 Factory & Machinery

Factory of Akij Food & beverage Ltd has been established in a beautiful site at Krishnapur,
Dhamrai, Dhaka. It has come with one of the best food & beverage industry in Bangladesh.
All the machineries are being imported from two international well reputed companies in
Germany naming The Krones Group, headquartered in Neutraubling, Germany & Ningbo
Sipa Safety Equipment Co., Ltd. All the machineries are fully automatic and digitally
controlled. Such high-tech production plants that is sensible to reject products itself that fails
to meet standard level that has been set. In total there are only six companies in the sub-
continent using such sophisticated machineries to manufacture CSD products, and among
those companies AFBL is one of them. This factor reflects the quality of the factory and the
machineries which in turn reflects the quality standard of the products of AFBL.

For any technical breakdown highly experienced and trained engineers are there to serve
round the clock.

3.2 Financial

AFBL has a strong financial background as because 100% of its financial back up is being
provided by the parent company AKIJ GROUP. All the initial investments regarding the
establishment of the company, its products and even for the marketing purpose, the parent
company provided full support. No financial out-sourcing such as debt or bank loan was being
made by AFBL. Because of such strong financial back up, huge marketing activities,

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promotional campaigns were been possible for its products to strongly compete with its
competitors. And now after four years of operation the company is solvent enough to finance
its promotional activities by itself but if furthermore huge investments are required then AKIJ
GROUP is always there to provide full flagged support.

3.3 Human resource

AFBL believes that their teamwork is their greatest asset. Useful contributions made by each
individual bring them much closer to their goals. AFBL made up of a group of passionate
individuals, uniquely qualified from diverse disciplines but working towards their vision.
AFBL ensures that their employees are provided with.

3.4 Functional Departments

From the production till the selling of the AFBL’s products, several departments work
interconnected and they are outlined below:

 Production Department: This department handles the entire production process of

AFBL’s products
 Marketing Department: This department is divided into four categories
 Brand Dept: Develops the marketing and promotional strategies for AFBL’s products
and executes them.
 Sales Dept: Forecast, Pursue, Co-ordinate & Monitor the entire nation-wide sales of
AFBL’s products.
 Sales-force Training Dept: Trains, pursue to work, motivates & monitors the sales
force working in the field for AFBL.
 Distribution Dept: Distributes accordingly the final products from the factory to the
entire country’s individual distribution points from where products of AFBL are being
sold to the retail outlets.

The following departments: Finance & Accounts, Audit, Administration, Human resource
(HR), Purchase, Import & Export, Ad & Creative, and IT & Transport of AKIJ GROUP
conducts the department operation for AFBL to carry out and complete the departmental
portfolio of Akij Food & Beverage Ltd.

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The main divisions of Akij Group are:

 Akij Food & Beverage Ltd.  Jute mills, Textiles

(AFBL)  Particle boards
 Akij Corporation Ltd. (Dhaka  Matches, Zarda
Tobaco)  Cement
 Printing & packaging  Pharmaceutical

Supporting divisions of Akij Group are:

 Human resources division  Administration Dept.

 Finance and Accounts division  Purchase Dept.
 IT service divisions.  Import & Export Dept.
 Corporate communication and  Transport Dept.
business development division.  Ad & Creative Dept
 Audit Dept

3.5 Strategic Analysis of AFBL

The 4ps analysis of a company involves detailed study of the company’s Product, Price, Place
and Promotion. Each of these segments of AFBL is exemplified below.

3.6 Products

Akij Food & Beverage Ltd (AFBL) believes in providing optimum quality products to value
its customers. All the high-tech machineries and factory site is established to enhance the
capability to satisfy consumer needs in a profound quality processed manner.

AFBL has categorized its products in eight products line and each line incorporates various
brands to captivate the market. Groups or the product line are distinguished by the company
based on the machinery used for manufacturing the products. AFBL has the planning of
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introducing more different and unique products in their product line and even they are
planning to diversify more on their product line.

Chapter 4: PRODUCT DESCRIPTION

MOJO:

MOJO is a carbonated soft drink (CSD) in cola flavor. The packaging of the product is very
attractive because of its color combination which is majority red and the art design on the
bottle and can. AFBL is the first company to introduce full silver bottle packaging and this
makes its product more attractive than other competition brands.

FRUTIKA:

FRUTIKA is a brand for juice product that is available in four different flavors.

 FRUTIKA Mango  FRUTIKA Red orange

 FRUTIKA Grape  FRUTIKA Mixed fruit

The products were launched in August 2008, and since the entrance in the market Frutika
captivated a large share in the market because of its taste, packaging and unique promotional
activation. The ingredient of the all types of Frutika is provided in APPE

SPA:

SPA is a mineral water that was launched by AFBL in April 2007. The product’s full silver
packaging makes it very attractive. The unique marketing communication and the products
look assist it to make a moderate market share.

FARM FRESH:

The brand FARM FRESH denotes dairy products of UHT milk and Pasteurized milk. The
brand entered in the market in September 2007.

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 4.1 Product Development Matrix:

Product development matrix is a tool to analyze in which market with which category of
product, a company has penetrated.

Product
Development
Current Product New Product
Matrix
Market Penetration Product Development

Current Market Company cob Bating with the current Introduced new product
product in the current market. in the current market.

Market Development Diversification

New Market Slanting the current product into a new Sense of innovation, by
arena/market. developing new

Product for a new market.

As per AFBL’s brand portfolio, the assortment of the brands in respect to the product
development matrix is provided below:

PDM Brands
 MOJO
 LEMU
 CLEMON
Product Development Diversification  SPEED
 FRUTIKA
 WILD BREW
 SPA

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Most of the AFBL’s new products have been developed and launched in the current beverage
market, with no market development made. But for the new products Wild Brew & Farm
Fresh, new market of non-alcoholic malt beverage and UHT milk was developed.

Chapter 5: PRODUCTION PROCESS OF AKIJ FOOD AND

BEVERAGES

There is a common plant for beverage production. Dosing unit is common for juice and
beverage. Power and water supply depart is common for all production. Reform, closure and
label units are common for water, juice and beverage department.

Product quality:

AFBL brings quality in life. Their products contain following qualities:

 Already shows good performance.

 Good features.
 The Name. A name that contains quality
 Each person use results in the same satisfaction.
 The service system efficient, competent, convenient.
 Fit and Finish. All products look and feel like a quality product.

Price:

Pricing is one of the crucial aspects of a products destiny to success and failure. There are
many different methods of pricing a company can employ. But the main scrutiny is to
strategically set the pricing that facilitates the company and the product as well

In the beverage industry of Bangladesh, people are quite price sensitive and thus prices of
almost all the competing products are same.

The ultimate price is then analyzed by AFBL using two methods:

 Competition-based pricing: Here AFBL identifies whether its product price is

similar to the competitors or not. As because the beverage market is very price
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 sensitive, thus price cannot be more than competitors and even cannot be very less
than competitors as because it will impact the profitability. So the price has to be close
to the competitors’ price.
 Market-oriented pricing: Here AFBL justifies whether the price of its product is a
price that will be accepted in the market and considered to be a market-oriented price
rather than a price that will iBBAlance the market pricing philosophy.

Pricing Strategies:

 They do not use Profit maximization pricing

 They use single pricing
 Their product price do not change in various geographical areas/ zone pricing do not
available
 They offer quantity discount.
 Their price convey value-based image.
 They do not use price skimming or price penetration strategy
 They do not use real time pricing
 There are no legal restrictions on retail price maintenance, price collusion, or price
discrimination.
 There is no flexibility in pricing because industry is competitive
 There is no chance of getting involved in price war. The price is neutral and no chance
for joint product price consideration.
 They do not set their price according to their competitor product price.

Place:

Place means that pattern of distribution channel a company employs to make its products
available to the final consumer. AKIJ GROUP OF INDUSTRIES is considered to have one
the best distribution channel around the country. This profound distribution channel was
specially been made to make their cigarette products available to the consumer in each and
every part Bangladesh. AFBL inherited the advantage and was been able use the wide
network distribution channel to promote and provide its products in each and every niche
across the country. The distribution channel AFBL employs is called Dual Distribution
Channel (DDC). In DDC, a company itself distributes the products and also incorporates large
number distributes, who are individuals entities, to distributes the products to the final user.

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Products from AFBL’s factory are stored in the ware house situated in various parts of
Bangladesh. For Dhaka, the ware house is at Tejgaon industrial area. Then the distribution
dept at AFBL allocates the products to the distributors around the country. After the products
are delivered from the ware house or factory to the distribution point, the distributing
companies accordingly distribute them among the retailers to be sold to the final consumer.
The distribution companies are individual entities who are considered to be the business
partners of AFBL. Apart from this channel, AFBL has its own distributing wing established in
some part of Bangladesh to make the products available to its customer. But where there is the
establishment of AFBL’s distributing wing, other distribution companies are NOT employed.
This is because two channel in the same distribution point will create channel conflict that
will intern effect the products selling and availability. AFBL solely do not want to depend on
the distributors thus they have established Dual distribution channel.

Promotion:

It is one of the most important facts of a company which it has to nourish in a very proper
way to achieve optimum outcome. AFBL values the importance of promotion, because it
believes no matter how high-quality, good taste, attractive packaging the product avails, it has
to be properly communicated to the customer to pursue the final purchase. And to properly
communicate the product with the customer, AFBL has a well structured Marketing Dept who
is capable of developing projected strategic marketing plans. The Marketing Dept of AFBL is
assorted into four divisions all working interconnected:

 Brand Dept  Sales-force Training Dept

 Sales Dept  Distribution Dept

The entire marketing department is situated in the 2 nd floor of MofizChamder, 75 Dilkusha

C/A Dhaka.

AFBL has broadly categorized its promotional activities in two types:

Trade promotion (TP):

All the strategy crafting, developing, implementing and monitoring of trade promotions are
being done by the sales department. Trade promotions are targeted for the retainers and the

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distributors. It usually involves free products, cash incentives and gifts for the retainers and
distributors for high volume purchase.

Consumer Promotion (CP):

All the promotional activities that are targeted for the consumers are developed here. Strategy
crafting, developing, implementing and monitoring of consumer promotions are being
conducted by the Brand department. The Brand department compiles of well trained and
experienced individuals designated as:

 Director (Brand)  Event executives

 Brand manager  Brand officers
 Brand executives  Marketing officers
 Event officers  Graphic Designers

Each brand officer is designated with certain brands. And the brand executives are the head of
all brand officers and they are entitled to the functioning of all the brands of AFBL. Event
executives and officers are responsible for conducting various sort of events associating with
individual brands of AFBL. They are responsible for sponsoring and developing events and
associate it with any specific brand of AFBL to create a promotional act for AFBL. The Brand
manager is the department head, to whom all other officials are accountable. And the Brand
Manager is accountable to the Brand Director for the functioning of the Brand department.
Currently AFBL is affiliated with two agencies that provide various sort of promotional
services, starting from generating innovative promotional ideas and concepts, strategically
coordinating them and till execution.

 ADCOMM LTD (works for the brands MOJO, CLEMON, FRUTIKA, SPA,
FARM FRESH & CHIPS products)
 GREY, Bangladesh (works for the brands SPEED, LEMU, SPA, WILD BREW)

AFBL incorporates yearly bases contract with the two agencies mention above. The contract
implies the agencies to work with the specified brands of AFBL and the remuneration is given
using a method called:

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 Retainer ship fee approach:

AFBL pays a fixed certain amount of monthly fee to the Ad agencies. The fixed amount is
paid even if the agency works every single day of the month and even if not working for a
single day. The monthly fee has been set by a negotiation between AFBL and the Ad
agencies.

Sales Forecast:

Sales department of AFBL constructs the sales forecast of the product. Two types of
forecasting are being done by the department:

Nation-wide Forecast:

It is the long term forecast usually for one year. The term period is from July to June.

Area-wise Forecast:

It is the short term forecast performed every month. The forecasting is made within the 25 th to
28th of the respective month. Usually revised forecasting is done after every six month but in
special cases, for example Eid festival and other national event, it is done quarterly. Key
officials associated with the forecasting purpose are Director (Sales), GM, AGMs, Sales
Coordinators, Research officers etc.

Promotion Strategies:

Advertising goals and objectives of AFBL

Brand positioning:

 To stand out their brand in the crowded marketplace.

 To stand out brand message from the myriad of messages that clutter consumers’
minds each day
 To offer a unique value proposition.
 Positioning in a way that their product appears better in relation to other products in
the market.

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The basic perceptual map that buyers use maps products in terms of their price and quality, as
illustrated below:

Building Brand Equity:

 Distinguish product from others in the market – Value proposition

 Align what it says about the brand in advertising with what it actually delivers –
Creating the brand

About Advertising:

Researches done before Advertising:

 Sample testing  Focused group Discussion

 Product Development

Target Group:

 Mojo cola: Especially Young Age People

 Lemu: All Age People
 Frutika: All Age People

Advertising Work:

 Image Enhance  Brand Equity Build

Mechanisms of Persuasion:

 Try to show something that matches with the today’s life style. So that a bond can be
create between the Audience and the product.
 For Persuasion they use neither appeals to authority (famous people) nor appeals to a
desire to save – pricing ($29.95 instead of $30).

Advertising media:

Media chose for ad are

 TV Ad  Print media ad

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  Bill board Ad  Mobile Bill board Ad

Mobile billboard Advertising:

 Item: Mobile Billboard

 Media: BRTC Volvo double Decker Bus
 Quantity: 20 nos. of Buses
 Space/Bus:790sft (Left, Right, Back and Front without Glasses) per Volvo.

Sales promotion:

 Mojo Hatenate: A game show was conducted with those people who have mojo in
hand on road. A gift pack was provided to them.
 A 250 ml mojo is free with a 1 litre mojo.
 Quantity discount is provided.

Advertising Budget:

They use The Task Objective Method for determining advertising budget.
 They determine Advertising Budget to reach the specific goals they have outlined for
the advertising campaign.
 This is especially effective because they are starting out
 They are trying to grow rapidly
 Their advertising campaign strategies call for heavy spending upfront in order to win
long-term customers.

Chapter 6: RECOMMENDATION

Among the fast moving consumer goods company AFBL is one of the prominent native
company which has several product line and many more to come in future .Having analyzed

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the problems of the company and the opinions of the users and potential users of Malt
Beverage “Wild Brew”, we are able to come up with the following recommendation to
recover the problems of unpopularity of the product among the consumers who are aware and
also those who are not aware of their product. Analysis from my report enabled me to
improvise constructive recommendation regarding the marketing/communicational strategies
and brand building of AFBL’s products. In the period of investigation, I came across many
explanatory issues that won’t have been possible to attain without such thorough profound
work. I have provided recommendation as per the brands of AFBL and they are outlined
below:
Ensure consistent marketing strategy: While marketing their product’s Wild Brew, AFBL
should focus on delivering one single theme about the product to its target market. Therefore,
with an ‘integrated marketing communication’ AFBL can build better brand awareness.
AFBL should try to persuade government to remove tax on imported raw materials so that as
a local company they can get a competitive advantage (both in price & quality) to compete
with the competitors.
Since the market of Malt Beverage “Wild Brew” is newly introduced, they should try to make
their brand reliable and credible to the consumers, providing them with as much information
as possible.
The overall marketing and promotion need to be on the brand rather than one single product.
AFBL needs to increase the number of catchy billboards and TV and newspaper
advertisement to promote its brand. TV/electronic media is a very powerful media from where
the message of a product can reach to the people very fast. Because from this survey it can be
seen that most of the people get knowledge or become aware of a product through their family
members, relatives, friends, neighbors. And among them mostly are housewives and students.
Thus, if AFBL increase their advertisement then they would be able to reach them easily. By
this way it will be possible to get a good number of customers who belongs to their group.
From the survey it is seen that most of the respondents know about the AFBL (Mojo) brand
but they are not aware about all the products that they have (Clemon, Lemu, Frutika, Wild
Brew & So on).
AFBL should provide special offers for the users or the consumers of wild Brew to popularize
its product. In order to capture this lucrative market segments; AFBL should consider putting
on extra effort to popularize the wild brew brand among the users of the consumers. Like

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giving discounts on price or giving gifts (mobile phones, coffee maker, blender machine etc.)
while purchasing refrigerator.
Sales force should be more trained up and proactive to capture the market of beverage.
Product availability should be maintained by the company.
They should emphasize on the event (sponsor) & social marketing to increase the brand
awareness of AFBL’s products.
The concerned sales & marketing executive should occasionally visit the remote markets to
encourage the customers.
One of the most influencing reasons of consuming AFBL’s products is the packaging. Most of
the respondents stated the packaging to be very attractive and persuasive. Thus, AFBL should
continue with the existing packages of the brands specially MOJO, LEMU, CLEMON,
SPEED, and FRUTIKA.
The brand CLEMON has moderate awareness level but potentiality exists to increase the
awareness level to a prospective reach as because consumers projected positive attitude
towards the strategic Marketing/Communicational theme. AFBL should focus on developing
innovative promotional activities, which promotes the USP to a much greater extent and attain
higher level of exposure among the consumer to create more affirmative awareness.

Chapter 7: CONCLUSION

AFBL is conducting its business with good reputation. Its sale is increasing over time.
Consumers as well as retailers are satisfied with AFBL in terms of price, quality and service.
AFBL is successfully doing its business in Dhaka rather than other districts. This report and
survey really helped me to know regarding products and financial condition of this company.
It helped me better to correlate my theoretical knowledge with practical domain. The Brand
department of AFBL makes intensive effort regarding the brand building of the products. The
reflection of the efforts could be seen from the strategic marketing communicational theme
and brands like MOJO, SPEED, FRUTIKA, CLEMON etc. All the ratios we took in
consideration presents that the company is doing very well over the time. The pace at which
AFBL is currently accelerating, will undoubtedly lead the company to the peak of success
where majority of the market shares will be held by the brands of AFBL. I will be concluding

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my research report by stating that, being able to work with a company which is in the growth
stage of the organizational life cycle (OLC) enabled me to acquire a bundle of practical
knowledge which will turn out to be a great support for my future strategy formulations and
implementations achievements.

REFERENCES

 https://akij.net/

 https://bn.wikipedia.org/wiki/%E0%A6%B6%E0%A7%87%E0%A6%96_

%E0%A6%86%E0%A6%95%E0%A6%BF%E0%A6%9C_

%E0%A6%89%E0%A6%A6%E0%A7%8D

%E0%A6%A6%E0%A7%80%E0%A6%A8

 https://akij.net/about-founder

 https://akij.net/products

 https://akijceramics.net/about-us/

 https://akij.net/news-and-events

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