Internship Report

1.1 Introduction:

Internship is an important and unavoidable part for completing Bachelor of Business Administration (BBA). It helps a student to learn about the real market situation. As a major requirement for the completion of BBA program, I needed to do internship in a business organization that is well established in this field. This program carries 6 points that is very important for each and every student. I have done my internship in Globe Soft Drinks Ltd and got the opportunity to see the overall aspects of that organization. I worked in different areas of Dhaka city. As a result, I have gained lots of knowledge regarding the real market phenomena. It was really an unarguable experience.

Beverage industry is one of the leading industry in Bangladesh. Approximately six companies are doing their business in this sector. Almost all of the company already started to export their drinks in different foreign countries of the world. Hence, this industry plays a significant role in earning foreign currency. Thus, our economy will be strong and more viable than others.

1.2 Scope of the Study:

I have conducted questionnaire survey on three areas of Dhaka city those are

Mirpur, Dhanmondi and Kalabagan. In this section, I have gained a lot of

knowledge about customers buying behavior. In addition, I have gained very

remarkable information about present market condition on different cola soft

drinks especially on Uro cola from consumers, retailers and also from business

markets such as different community center, restaurant and so on. The Study

focused both on consumers who consume the company’s product in order to

understand the pull effect and on retailers who stock the company’s product in

order to understand the push effect with regrind to the promotion and distribution

of the product.

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1.3 Objective of the Study:

1.3.1 Primary Objective: The primary objective of the study was to determine the

current market condition of different cola soft drinks and there was an especial

attention on Uro cola.

1.3.2 Specific Objectives:

The specific objectives of the study are as follows:

To focus on the mission of the company. To focus on the production procedure and system of

the company. To focus on the future plan of the company. To focus on the industry situation and environment of

the company. To focus on the competitors stayed in the soft drink

market. To focus on customer buying behavior and buying

decisions. To focus on the target market and market segments. To focus on the marketing programs and plan.

1.4 Rationale of the Study:To survive in today’s business market, it is very important to have competitive

edge to out skirt the competitors. This edge can be achieved through strategic

implementation. GSDL (Globe Soft Drinks Ltd.) is very much well-known about

its competitors and have clear idea and knowledge about their activities. The

intention of this study is to develop some applicable strategies which will establish

the new brand strongly in the market and thus will enjoy substantial market share.

The purpose of the Study was to gather necessary information from the market to

adopt an appropriate strategy improving the market share of Uro brand of GSDL

(Globe Soft Drinks Ltd.)

Furthermore, I tried my best to find out the market share of the company, target market, market segments, market positioning, competitors strengths and position, product development and product modifications, analysis of consumer group and consumer buying behavior, overall marketing strategies, marketing programs and marketing decisions.

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1.5 Methodology:

At first I have collected the primary and secondary data from various source of

information. These data will be followed by several steps that are given below:

1.5.1 Questionnaire Survey:

I surveyed the following age group: 6-12, 13-19, 20-26, 27-33, 34-40, 41 and

above. I also surveyed on consumers and retailers. I found out their performance

regarding cola soft drinks. It helps me to collect information on what customer

think about cola soft drinks, is it reasonable price for them and so many things.

1.5.2 Interviews Collected from Management:

I conducted the face-to-face interview from the higher management personnel of

the company such as marketing manager, assistant marketing manager etc. in order

to get the vital information.

1.5.3 Conversation to Others:

I have discussed with other senior students, and also discussed with my advisor to

institute the formation of the report.

1.6 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. Those are as follows:

a) Primary data.b) Secondary data.

The figures of the data collection process are given in the next page:

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Figure: Sources of Data.

1.7 Potential Problem Statement:To prepare this report, I have faced some obstacles. These are as follows:

Lack of adequate information.

Restriction of using Internet.

I have to confine into Dhaka city.

I can not choose more than three areas for my survey.

Secondary data is not absolute to provide valuable information.

Unwilling to give company’s sophisticated/internal information.

Lack of financial support for collecting information in this report.

I have to collect the information from the branch office of Dhaka not

the Noakhali and Narayangonj production zone.

Consumer and retailer were not very much willing to give enough

time for survey.

2.1 Company’s Vision:

Sources of Data

Primary DataSecondary Data

1. Practical field work at different areas of Dhaka city.

2. Practical desk work.

3. Oral interviews of respective officers and staffs of Globe Soft Drinks Ltd.

1. Brochure of the company.

2. Journals and publications on related topics.

3. Company website.

4. Different relevant books.

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To strive towards excellence and leadership in manufacturing of quality carbonated soft drinks and non-carbonated soft drinks, natural juice and mineral water affordable to all to continue to unfold products on the threshold of latest technology and to satisfy customers need at all time with impeccable quality through optimizing its resources in order to achieve high productivity and quality.

2.2 Company’s Mission: To continuously develop and market high technology products which offer value and bring delight to our esteemed customers by creating a competitive advantage through innovation, cost structure and customer relationships. These initiatives will be adequately supported by skilled professionals, prudent human resource management and excellent service and delivery systems.

2.3 Introduction of the Company:

Globe Soft drinks Ltd. is a member of Globe Pharmaceuticals Group of companies Ltd. The other member companies of this group are as follows:

Globe Pharmaceuticals group of companies Ltd. is a leading national business house engaged in pharmaceuticals business for the last 18 years. As part of the 5

diversification plan we have already entered in FMCG (First Moving Consumer Goods) market with our ISO 9002 certified company Globe Biscuits & Dairy Milk Ltd. As part of the expansion plan in the FMCG market the company has entered in the carbonated soft drinks market.

Globe Soft drinks Ltd. has its own world class state-of-the-art manufacturing facilities complying WHO cGMP guidelines and adopted the latest quality parameters by organizing a well equipped Quality Assurance Department in the plant. Globe has highly qualified, well trained, experienced and dedicated professionals to carry out operational functions. Globe is committed to ensure better life through quality products. The ultimate motto is to ensure customer satisfaction by exceeding their level of expectation.

2.4 About the Company: Globe Soft drinks Ltd. started its operation on 17th July, 2002 through a colorful and gorgeous launching ceremony at winter garden of DHAKA SHARATON HOTEL. The launching ceremony was attended by all our distributors and leading personalities of the country. The Globe Soft drinks Ltd. is able to produce carbonated and non-carbonated drinks, natural juice and mineral water in its plant. The plant is well equipped with hi-tech and modern machineries from Italy. With the pharmaceuticals background the company is committed to provide quality product and innovative manufacturing and selling process. All of our products are manufactured and packaged in a manner designed to ensure highest possible quality as the products and packages are done by latest PLC based sophisticated machineries.

Water is the basic in addition to our German origin concentrate, ingredient in URO and its allied products comprising over 85% of the total volume. In order to produce an appealing and refreshing beverage, the ingredient water must not contribute substances which will affect the taste or appearance of the drinks. It is essential, therefore, that only water of the highest quality be used in the production of URO and its allied products.

2.5 Production Capacity:When we started first the production capacity of our plant was 10,000 litre of carbonated soft drinks per hour. To meet the increasing market demand, we have increased our production capacity to 25,000 litre per hour at the end of 2003. And it will also be increased on the basis of the future market demand.

2.6 Future Plan of the Company: 6

A. A complete new unit AST Beverage Ltd. in Dhaka is going to start producing carbonated soft drinks and mineral water from April, 2005.

B. AST Beverage Ltd. will be able to produce 30,000 litre of carbonated soft drinks and 30,000 litre of mineral water per hour.

C. Very shortly the company is to going to launch some more exciting new flavors of carbonated soft drinks in the market.

D. The company is going to introduce mineral water in different pack size to meet the growing market demand of mineral water.

E. The company has already started to export its product in India. Very shortly we will be able to export our product in some more neighboring countries that are given below:

1. India. 2. Nepal.3. Bhutan.4. U.A.E. 5. Kuwait.6. Qatar.7. Bahrain. 8. Saudi Arab.9. Singapore.

2.7 Size of Workers and their Working Hours:

Globe Soft drinks Ltd. has 140 skillful workers in their production zone and

management level. Workers work in 2 shifts per day and 8 hours for per shift.

2.8 Raw Materials:The raw materials are divided into two categories that are given below:

2.8.1 Imported Raw Materials:

1. Aluminum can

2. German origin concentrate

3. LDPE resin for pet bottle cap making

4. Activated carbon

5. Sodium citrate, Citric acid, Ascorbic acid, sodium benzoate, Phosphoric

acid, caffeine.7

2.8.2 Local Raw Materials:

1. Carbon dioxide gas (From Bangladesh Oxygen Company).

2. Sugar.

3. Color.

4. Labeling.

5. Corrugated box carton.

2.9 Production Flow Chart:

Source: GSDL (Globe Soft Drinks Ltd.)

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Date Coding

Tray Packaging

Shrink Wrapping

Paletization

Ready for Market

Water Treatment

Syrup Preparation

Can Filling-Seaming

Warming- Washing

Fill Level Detect

Production Process

2.10 Product Information: 2.10.1 (250 ml.) Can.

Packing Mode : Shrink Wrapping.Pack Size : 1 Case x 24 Pcs.Flavor : Cola, Orange, Lemon, Fizz UP.

2.10.2 (330 ml.) Pet Bottle.


2.10.3 (500 ml.) Pet Bottle.

Packing Mode : Shrink Wrapping.Pack Size : 1 Case x 24 Pcs.Flavor : Cola, Lemon, Fizz UP.

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2.10.4 (1 Litre) Pet Bottle.


2.10.5 (2 Litre) Pet Bottle.

Packing Mode : Shrink Wrapping.Pack Size : 1 Case x 6 Pcs.Flavor : Cola, Lemon, Fizz UP.

2.10.6 (250 ml.) Tiger Can and (150 ml.) Pet Bottle.

Packing Mode : Shrink Wrapping.Pack Size : 1 Case x 24 Pcs.Flavor : Sweetened Carbonated & Non-carbonated Energy Drink.

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2.10.7 (250 ml.) Black Horse Can and (270 ml.) Pet Bottle.

Packing Mode : Shrink Wrapping.Pack Size : 1 Case x 24 Pcs.Flavor : Sweetened Carbonated & Non-carbonated Energy Drink.

2.11 Structure of the Organization:

In the organization, Managing Director takes all of the crucial decision and subordinates have to implement those decisions. The board of directors assign different significant policy, prepare guideline and strategy for the company. Other top level employees mutually support and implement the decisions. The hierarchy of management is given below:

Serial NO. Name Designation1. Md. Harunur Rashid. Chairman.2. Md. Khairul Anam. Director.3. Md. Zoglul Ahmed. Marketing Manager.4. A.K.M Mamunur Rashid. Asst. Sales Manager.5. Md. Mahbubur Rahman. Sr. Distribution Officer.

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2.12 Hierarchy of Organizational Decision Process:

The managing director of the company takes all of the crucial decisions regarding different crucial situation. He also carefully looks after all of the activities of different functional department of the company such as, Sales and Marketing, Human Resource, Finance, and Production. The hierarchy of organizational decision process is given below:

Figure: Organizational Decision Process.

Managing Director.

Director of Sales & Marketing.

Marketing Manager.

Assistant Marketing Manager.

Regional Sales Manager.

Area Sales Officer.

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Assistant Sales Officer.

Sales Officer.

Territory Sales Officer.

2.13 Culture of the Organization:

Globe Soft drinks Ltd. maintains a dynamic and aesthetic culture in all of its departments. It emphasizes on creativity and strong entrepreneurship by creating learning based working environment, where each and every member of the company have the equal right to express their opinion independently. Globe Soft drinks Ltd. always maintains the legal and ethical issues. It always try to do some specific tasks that brings well being for the people of the society. So, according to social responsibility approach, the place of Globe Soft drinks Ltd. is very strong.

2.14 Industry Standard for Globalization:

Now Globe Soft drinks Ltd. has become fully equipped to become a world class manufacturer. Its own dedicated Cephalosporin manufacturing plant which is one of the best world class manufacturing plant set as per guidelines of WHO cGMP and compliant with US FDA, UK MHRA & TGA, Australia.

2.15 Research and Development: Globe Research and Development is devoted to satisfy the desired expectation of the customer. Globe has brought in advanced technology for its R & D works. R & D includes the bibliographic search aided by a resourceful library, design and selection of process that maximizes efficiency & minimizes the environmental impact, accelerated and long term stability testing, product quality optimization and translation of new scientific insights into the products.

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3.1 Focus On Sales and Marketing:Globe Soft drinks Ltd. has strong distribution channels all over the country. The total number of distribution channel is 266. Through this large number of distribution channel it has already created a very strong place in the mind of their consumers. The company has already identified the areas in which best practices can be achieved in order to meet its objectives that are as follows:

Create an efficient entry barrier against local competition. Improve company’s distributor’s status to the trade pioneer among all

FMCG (First Moving Consumer Goods) companies.

Department of Sales and Marketing has the responsibility to reach the ultimate consumers through trade. e.g. retailer. The emphasis is not only on what volume is being sold to the retailers (Sell-In), but also on the volume sold out to the consumers (Sell-Out). The mission of this department is “To reach our target consumers in the most efficient and effective way through our strong distribution channels in every market place where we do business”.

The activities of marketing department and Production department are highly correlated. According to the specifications of the Marketing department, Production department carries out the manufacturing activities. The Marketing department forecasts the sales volume of the different brand of soft drinks for the coming business year and the marketing plan of the company are prepared based on this forecasting.

According to the marketing plan, Marketing department specify the brand wise sales target for each month to the production department. Based on the marketing plan, Production department sets its production schedule. The inventories of GSDL (Globe Soft Drinks Ltd.) are also evaluated at this stage to find out the actual output to be produced.

3.2 Hierarchy of Sales Force:

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General Manager of Sales.

Head of Sales Manager.

Regional Sales Manager.

Area Sales Officer.

Figure: Sales Force.3.3 How the Distribution Channel Works:

The company sells their product to the distributors; in turn the distributors sell to the retailers and cash & carry as well. Cash & Carry are nothing but wholesalers. Cash & Carry are needed because at some time the retailers may not have adequate funds to buy the required quantity.

Figure: Distribution Channel.

From the above figure, we can easily understand that there is a strong relationship between all of the members of the figure. From the factory, products come to the sales department. From the sales department, products come to the distributor point through internal carrying agent. Distributors bring all the carrying cost. Then, from the distributor, products come to retailer and some time to whole sellers. And finally, final consumer receives product from the retailer.

Factory

Sales Department.

Distributors.

Retailer

Consumer.

Internal Carrying Agent.

Cash & Carry.

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3.4 Real Distribution Process:

Product Flow.Information Flow.

Figure: Real Distribution Network.

Factory.

Regional Go down.

Distribution Warehouse.

Opening Stock atdistribution.Delivery Van

Retailer.

Customer. Customer Customer Customer

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3.4.1 Some Important Points of the above mentioned figure are discussed below:

3.4.2 Distribution Warehouse:

All of the distributors of the company have their own distribution warehouse where they stock their product. Distributors receive products from the factory of the company. Then, all the responsibilities regarding the product go to the distributor.

3.4.3 Opening Stock at Distribution Office:

Apart from the warehouse, every distributor also maintains another stock at their office. The stock is for maintaining any change in market demand instantly. Distributors some time sell products from their counters to face special situation.

3.4.4 Delivery Van:

All the delivery vans are owned by the distributor to assure the supply of the product on the door of the wholesalers and retailers, just according to their demand. There are especially two types of delivery van such as, Pickup Van and Rickshaw Van.

3.4.5 Retailers:

Retailers receive products from the distribution point and finally send to the final consumers.

3.4.6 Distributors:

Globe Soft drinks Ltd. follows some the criteria regarding the selection of the distributors such as, the financial position of the distributor, their reputation in the local market, related business experience and so on. The managing director of the company, director of sales and marketing, and marketing manager take decision about the selection of the distributor. After a distributor is selected, they issue a ‘Letter of Intent’ that specifies certain requirements of the company. After all of the requirements are satisfactorily fulfilled, a formal ‘Letter of Appointment’ is issued to them.

Distributors buy fixed volumes of product from the company at a pre-specified price and re-sell to the retailers. The company closely monitors their activities and performance in order to maintain the standard of quality in the market place. Distributors follow a work routine set by the company, generating paper work, and daily sales report as required. Distributors are assigned a certain geographic region within they sell their product. Different routed are assigned within the region that helps them to sell their stock properly.

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3.5 Promotional Strategy of Globe Soft drinks Ltd.:

Globe Soft drinks Ltd uses the specific mix of advertising, personal selling, sales promotion, and public relation in order to pursue its advertising and marketing objectives. The promotional activities of the company are as follows:

Figure: Promotional Activities .

The above mentioned promotional activities are described below:

3.5.1 Advertising:

Advertising is any form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. It helps to build general awareness, encourage product handling, forming positive attitude towards the brand, increase purchase rate, support other marketing decisions such as, support sales force, building good corporate image and so on.

Globe Soft drinks Ltd uses both electronic and print media. In print media, company uses Newspaper, Magazine, and Handbill etc. In electronic media, company uses Radio, Television, and Internet and so on. Company also use outdoor media such as billboard, postering etc. All of the Television ads are prepared by Indian advertising agency. So, Globe Soft drinks Ltd uses external advertising agency. Company always uses musical appeals in their ad. The models of the ads are always chosen by the managing director of the company.

3.5.2 Sales Promotion:

Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service. Company uses this promotion mix in order to increase their sales. Sales promotion includes point-of-purchase displays, premiums, price discounts, coupons, specialty advertising, and demonstration. Company offers these facilities during Eid,

Promotional Activities

Advertising Sales Promotion. Personal Selling. Public Relation.

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Puga, winter seasons, special holidays etc. Globe Soft drinks Ltd. also takes part in different fairs such as international trade fair in order to increase their sales. 3.5.3 Personal Selling:Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. Personal selling includes sales presentations, trade shows, and incentive programs.

Globe Soft drinks Ltd. has their own agent throughout the country. Consumers can easily walk in and get information’s about their desired products. Employees of this department are very much skilled so that they are always ready to help the consumers in the best possible way.

3.5.4 Public Relation:

Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “Corporate Image”, and handling or heading off unfavorable rumors, stories, and events. Public relation includes press release and special events.

Globe Soft drinks Ltd. always tries to buildup a good relationship with their consumers, distributors, wholesalers, retailers etc. In order to maintain a good relationships with their various publics, company some times initiate some social activities such as, donating money to different social well-fare organization, sponsoring different social as well as religious activities.

3.6 Market Segmentation:Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.

Major Segmentation Variables for Consumer Markets are as follows:

Figure: Major Segmentation Variable.

Globe Soft drinks Ltd. segmented their whole market through geographic segmentation and demographic segmentation. Through geographic segmentation, company divided their market into different geographic regions such as, Dhaka, Chittagong, Noakhali, Comilla and so on. On the other hand, through demographic segmentation, company divided their market into groups

Major Segmentation Variables.

Geographic Segmentation.

Demographic Segmentation.

Psychographic Segmentation.

Behavioral Segmentation.

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based on demographic variables such as; age (6-12, 13-19, 20-26, 27-33, 34-40, 41+), gender (male, female), occupation (student, job holder, worker etc.), education ( primary school, high school, College, university).

3.7 Target Marketing:

A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.

Every Company must have a specific target market for its product. If any company

doesn’t have target market, they cannot achieve their main objective and are not able to

survive in the market for longer period. In my survey, I have found that the market of

Globe Soft Drinks Ltd. has been divided into different age groups, which are given

below:

Figure: Target Market.

The table containing the information about the age group and percentage are

as follows:

Age Group Percentage (%)6-12 10.00

13-19 20.00

20-26 40.00

27-33 15.00

34-40 10.00

41 & above 5.00

Source: Survey.

Market of Globe Soft Drinks Ltd.

Child Teenager. Young Generation. Older. Urban Citizen.

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The above mentioned table shows that 40% consumers are from age group 20-26 holds

the highest percentage. The following second highest percentage is 20% from the age

group of 13-19. So, the main target market is the teenager and the young generation.

3.8 Product Positioning:

The way the product is identified by consumers on important attributes-the place

the product occupies in consumer’s mind relative to competing products.

There are so many drinks company in the Bangladeshi beverage market. These

companies operate their business with world famous brand name. The following

table shows the market positioning of all kinds of cola flavor soft drinks:

SL. No.

Brand Name(Cola flavor)

Percentage (%) Position

1. Uro Cola 3% 6th.

2. Virgin Cola 10% 5th.

3. Mojo Cola 15% 4th

4. Pepsi Cola 24% 3rd

5. RC Cola 29% 2nd 6. Coca Cola 43% 1st

Source: Survey.

The above mentioned table states that, the leading position in the market is

occupied by the Coca cola and the percentage is 43. The second position is

occupied by Pepsi Cola by having 24% of market share. Virgin cola has got 10%.

The followings are respectively, 29% of RC cola and 3% of Uro cola.

So, we can say that, the Coca Cola holds the first position in the consumers mind.

RC Cola is the second and Pepsi cola is in the third position respectively. The

position of Uro Cola is not in the satisfactory level. So, the company should take

some new steps in order to establish a good position in the minds of consumers. 21

3.9 Push/Pull Processes:

Globe Soft drinks Ltd. applies both Push and Pull processes in order to produce their

products. But it depends on the time of manufacturing as well on the type of products.

Push process consume more time than pull process. In push process, forecasting is

necessary for the production of the product. The company some times use push process in

order to forecast the customer demand in the present market. Push process may also be

referred to as speculative process because it helps to forecast rather than actual demand.

On the other hand, pull process can also be referred to as reactive process because it

reacts to customer’s actual demand. Globe Soft drinks Ltd. uses both of the process in

order to satisfy their consumers as well as to adapt with the changing market conditions.

The figures of these processes are given below:

CUSTOMER

ORDER CYCLE PULL PROCESSES

CUSTOMER ORDER ARRIVAL

PROCUREMENTMANUFACTURING PUSH PROCESSESREPLENISHMENTCYCLE

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CUSTOMERORDERCYCLE.

MANUFACTURINGCYCLE.

PROCUREMENTCYCLE.

Source: Supply Chain Management. (Third Edition, Sunil Chopra & Meindl).

3.10 SWOT Analysis of Globe Soft Drinks Ltd.:

SWOT analysis is the overall evaluation of a company’s strengths, weaknesses, opportunities, and threats. It defines the company’s own strength, weakness, opportunity, and threat. It is very significant for a company because it determines the company’s current market position. The term ‘SWOT’ can be abbreviated by the following way:

SWOT analysis is related with two type of analysis. Those are as follows:

1) External Environment Analysis (Opportunity and Threat Analysis):

In general, a business unit has to monitor key macro environment forces

(demographic, economic, technological, political-legal, and socio-cultural) and

significant microenvironment actors (customers, competitors, distributors,

suppliers) that affects its ability to earn profits. The business unit should set up a

marketing intelligence system to track trends and important developments. For

each trend and development, management needs to identify the associated

opportunities and threats.

2) Internal Environment Analysis (Strength and Weakness Analysis):

It is one thing to distinguish attractive opportunities and another to be able to take

advantage these opportunities. Each business needs to evaluate its internal

strengths and weaknesses. It is true that the business does not have to correct all its 23

Abbreviation Amplification

S W O TOpportunity

Weakness

Strength

Threat

weaknesses, nor should it revel about all its strengths. The big question is whether

the business should limit itself to those opportunities where it possesses the

required strengths or whether it should consider better opportunities where it might

have to acquire or develop certain strengths.

The Strengths, Opportunities, Weaknesses and Threats of Globe Soft drinks Ltd . is given below:

Strength Opportunity

Market share is higher than

competitors.

Strong marketing and distribution

channel.

Globe maintains high standard of

quality.

Expert and experienced

management.

Distinctive packaging.

Continuous growth in net income

and net sells.

Well influencing advertisement.

Awareness level of the product is

very high.

Brand values and brand recognition

is very high.

Very good relationships with both

the consumers and the distributors.

Ability to make quick decision in a

critical situation.

Well motivated and high skilled employees

The demand for soft drinks are

increasing day by day.

Globe can focus customers mind by

implementing more modernized

advertising.

Skilled employees can enrich the

organization.

Improved communication skill.

New ideas are generated in the

organization.

Globe has a big chance to enter into

international market by exporting

neighborhood countries.

Proven advantage of good location.

Adapt new technology and appoint

skilled employee for the operation

of new product.

Very high customer satisfaction.

Weakness Threat

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Globe has no fountain pack.

Not the market leader.

Image of the company is facing

question.

Low market coverage.

Strong competitors.

Increased price of raw materials.

Growing up overhead cost.

Political unrest (emergency impact)

4.1 Main Function:

As a student of Bachelor of Business Administration (BBA), major in Marketing, I need to understand the current market condition, current market share of different companies especially the current market share of Globe Soft drinks Ltd. So, I would like to emphasis on the different marketing activities of the company such as, production, distribution, sales and so on.

I have conducted my market survey through face to face interview with the consumers and retailers. I tried my best to simplify my questionnaire so that it would be familiar to the respondents. Primary data was collected from the distributors, retailers and consumers.

4.2 Learning Points:

During my internship program in Globe Soft drinks Ltd. I tried my best to gain practical knowledge about the market that are as follows:

I have learned that how to deal with the consumers, retailers and distributors.

I have learned that how to communicate with others.

I have learned that how promotional activities play a significant role in managing profitable customer relationships.

Furthermore, I have learned how to conduct a good marketing research.

4.3 Working areas:

During my internship period, I have worked different areas of Dhaka City that are as follows:

AREA ZONEDhanmondi. 25

Dhaka.

Mirpur-1.Mirpur-10.Mirpur-12 (Pallabi Thana Area).Kalabagan.Shukrabad.Kallyanpur.Eequshe Boi Mela.Shamoli.

5.1 Marketing Research:

Marketing research is the systematic and objective identification, collection, analysis, dissemination and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunity.

5.2 Research Design:

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information and its purpose is to design a study that will test the hypothesis of interest, determine, possible answers to the research questions and provide the information needed for decision making.

5.3 Research Methodology:

To conduct this market research I have to follow the quantitative research method. Quantitative research seeks to quantify the data and typically applies some form of statistical analysis. Quantitative research is structured, statistical and recommended a final course of action. Survey method is used to collect data.

5.4 Research Objective:

To conduct an exploratory research, I needed the following information:

To recognize consumers attitude towards the Cola soft drinks. To recognize consumers consumption pattern. To recognize retailers attitude towards the Cola soft drinks. To recognize retail sales pattern and volume. To recognize producers activities and thinking.

5.5 Secondary Sources of Information:

To collect relevant data, I used the following secondary sources:

o Akij Food & Beverage Ltd.o Partex Beverage Ltd.

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o Global Beverage Ltd.o Transcom Beverage Ltd.o Abdul Monem Ltd.o Websiteo Newspaper.

5.6 Primary Sources of Information:

5.6.1 Sampling:

The steps in the sampling design process were as follows: 5.6.2 Target Population:

The target population is the collection of elements or objects that posses the information sought by the researcher and about which inferences are to be made. Using the following primary sources I have gained primary data from-

a) Consumers: Residing in the Mirpur, Dhanmondi and Kalabagan. b) Retailers: Found in the Mirpur, Dhanmondi and Kalabagan.

5.6.3 Sampling Technique:

Selecting a sampling technique involves several decisions of a broader nature. I have selected Probability sampling (Simple Random Sampling) for my research work. Simple random sampling is a probability sampling technique in which each element in the population has a known and equal probability of selection. Every element is selected independently of every other element and the sample is drawn by a random procedure from a sampling frame.

5.6.4 Sampling Unit:

The basis unit containing the elements of the population to be sampled.

5.6.5 Sample Size:

Sample size is the number of elements to be included in a study. My sample size was as follows:

100 consumers. 33 retailers.

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5.7 Questionnaire Design:

Questionnaire is a structured technique for data collection that consists of a series of questions, written or verbal, that a respondent answer.

My question structure was structured question that includes multiple-choice questions, dichotomous questions and scales. The type of question was close ended in which respondent are restricted to answer in some alternative question that is selected.

5.7.1 Query About:

Consumers attitude towards Cola Soft Drinks (Especially On Uro Cola) regarding quality, price, promotion, distribution etc. as well as retailers perception about the same factors.

5.7.2 Size of Question:

The size of questions was as follows:

a) 15 questions for consumers.b) 14 questions for retailers.

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6.1 Market Survey: This market survey was restricted in Dhaka city and there were some specific area such as, Mirpur, Dhanmondi and Kalabagan. Actually, it is not possible to survey all over the Bangladesh to identify the current market condition of cola soft drinks. That’s why I have selected some specific area in order to collect my necessary data. The market survey activities were conducted on 100 consumers and on 33 retailers of the mentioned area.

Findings of Consumer Survey:Total number of respondent: 100.Respondent’s Area: Mirpur, Dhanmondi and Kalabagan

1. What is your choice, if you get thirsty?

Brand name No. of respondent (%)Coca Cola 11 11.00Pepsi Cola 15 15.00RC Cola 30 30.00Uro Cola 18 18.00Virgin Cola 13 13.00Mojo Cola 13 13.00

Graphical Depiction:

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0

5

10

15

20

25

30

Coca Cola PepsiCola

RC Cola Uro Cola VirginCola

Mojo Cola

2. How many times have you taken Uro Cola?

No. of time No. of respondent (%)Very often 25 25.00

Often 23 23.00Sometimes 26 26.00Few times 19 19.00

Very few times 7 7.00


30

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5

10

15

20

25

30

Very often Often Sometimes Few times Very fewtimes

3. In which flavor do you like most?

Flavor No. of respondent (%)Cola 41 41.00

Orange 16 16.00Diet 16 16.00

Lemon 14 14.00Fruity 13 13.00


31

Cola41%

Orange16%

Diet16%

Lemon14%

Fruity 13%

4. In which pack size do you buy often?

Pack Size No. of respondent (%)250 ml 20 20.00270 ml 16 16.00500 ml 24 24.001 liter 20 20.00

1.5 liter 12 12.002 liter 8 8.00


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250 ml20%

270 ml16%

500 ml24%

1 liter20%

1.5 liter12%

2 liter8%

5. What is your opinion about the quality of Uro Cola compared to others?

Opinion No. of respondent (%)Excellent 17 17.00

Good 17 17.00Average 35 35.00

Bad 18 18.00Very Bad 13 13.00


33

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5

10

15

20

25

30

35

40

Excellent Good Average Bad Very Bad

6. What is your opinion about the price of Uro Cola?

Price No. of respondent (%)Very costly 18 18.00

Costly 27 27.00Average 29 29.00Cheap 19 19.00

Very Cheap 7 7.00


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7. What will you take if Uro Cola is not available?

Brand name No. of respondent (%)Coca Cola 20 20.00Pepsi Cola 18 18.00RC Cola 36 36.00

Mojo Cola 20 20.00Virgin Cola 6 6.00


0

5

10

15

20

25

30

35

Very costly Costly Average Cheap Very Cheap

35

Coca Cola20%

Pepsi Cola18%

RC Cola36%

Mojo Cola20%

Virgin Cola6%

Coca Cola

Pepsi Cola

RC Cola

Mojo Cola

Virgin Cola

8. What is your opinion about the packaging of Uro Cola?

Packaging No. of respondent (%)Excellent 20 20.00

Good 17 17.00Average 28 28.00

Bad 20 20.00Very Bad 15 15.00


36

0

5

10

15

20

25

30


9. What is your opinion about the availability of Uro Cola?

Availability No. of respondent (%)Very Much Available 30 30.00

Available 47 47.00Average 17 17.00

Less Available 2 2.00Not Available 1 1.00

Graphical Depiction:37

05101520253035404550

Very MuchAvailable

Available Average LessAvailable

NotAvailable

10. What is your opinion about the advertisement of Uro Cola?

Quality of advertisement No. of respondent (%)Excellent 16 16.00

Good 25 25.00Average 17 17.00

Bad 20 20.00Very Bad 21 21.00


0

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10

15

20

25

30


11. What type of advertisement attracts you most?

Favorite Advertisement No. of respondent (%)TV 26 26.00

Newspaper 10 10.00Radio 29 29.00

Billboard 24 24.00Poster 11 11.00


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TV26%

Newspaper10%

Radio29%

Billboard24%

Poster11%

TV

Newspaper

Radio

Billboard

Poster

12. What is the strong side of Uro Cola?

Strong side No. of respondent (%)Quality 28 28.00Taste 24 24.00Price 14 14.00

Packaging 27 27.00Size 7 7.00


Quality28%

Taste24%

Price14%

Packaging27%

Size7%

13. If Uro Cola offers you some discount or free product will you purchase it?

Discount or free product No. of respondent (%)Definitely will not buy 16 16.00Probably will not buy 30 30.00

Undecided 13 13.00Probably will buy 7 7.00Definitely will buy 34 34.00

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14. Do you think that the new product of RC Cola will hamper the total sells volume of Uro Cola?

Opinion No. of respondent (%)

Definitely will not hamper 20 20.00Probably will not hamper 20 20.00

Undecided 8 8.00Probably will hamper 12 12.00Definitely will hamper 40 40.00

0

5

10

15

20

25

30

35

40

Definitely willnot buy

Probably willnot buy

Undecided Probably willbuy

Definitely willbuy

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0

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10

15

20

25

30

35

40

45

Definitely willnot hamper

Probably willnot hamper

Undecided Probably willhamper

Definitely willhamper

15. What is your suggestion about the improvement of Uro Cola?

Suggestion No. of respondent (%)Quality 19 19.00Taste 15 15.00Price 19 19.00

Packaging 20 20.00Size 26 26.00

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0

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10

15

20

25

30

Quality Taste Price Packaging Size

Demographic Age:

Respondent Demographic Age

No. of respondent (%)

6-12 10 10.0013-19 20 20.0020-26 40 40.0027-33 15 15.0034-40 10 10.00

Above 41 5 5.00

Occupation of the respondents:

44

Respondent’s occupation No. of respondent (%)Student 65 65.00Service 15 15.00

Business 20 20.00


0

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20

30

40

50

60

70

Student Service Business

Findings of Retailer Survey:Total number of respondents: 33.Survey Area: Mirpur, Dhanmondi and Kalabagan.

1. Which brand comes to your mind first when you decide to give an order?

Brand name No. of respondent (%)Coca Cola 8 24.24 Pepsi Cola 6 18.18RC Cola 7 21.21

Virgin Cola 5 15.15Uro Cola 4 12.12

Mojo Cola 3 9.0945


0

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10

15

20

25

Coca Cola PepsiCola

RC Cola VirginCola

Uro Cola Mojo Cola

2. How much Cola Soft drinks you stored for your retail shop last month?

Case No. of respondent (%)1-2 Case 3 9.092-3 Case 4 12.123-4 Case 8 24.244-5 Case 18 54.55

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20

30

40

50

60

1-2 Case 2-3 Case 3-4 Case 4-5 Case

3. Which brand’s cola soft drinks you sell most frequently?

Brand name No. of respondent (%)Coca Cola 11 33.33Pepsi Cola 5 15.15RC Cola 10 30.30

Virgin Cola 4 12.12Uro Cola 2 6.06

Mojo Cola 1 3.03

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0

5

10

15

20

25

30

35

Coca Cola PepsiCola

RC Cola VirginCola

Uro Cola Mojo Cola

4. Why do you sell that particular brand frequently?

Reasons No. of respondent (%)High Quality 2 6.06

Reasonable Price 10 30.30Good Taste 6 18.18

Consumer preference 12 36.36Standard size 3 9.09

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0

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10

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High Quality ReasonablePrice

Good Taste Consumerpreference

Standard size

5. Which size of Uro Cola is sold most frequently?

Pack size No. of respondent (%)270 ml 6 18.18500 ml 4 12.121 liter 16 48.482 liter 7 21.21


0

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60

270 ml 500 ml 1 liter 2 liter

6. What is your opinion about the availability of Uro Cola from the distributor?

Availability No. of respondent (%)Very Much Available 5 15.15

Available 12 36.36Average 6 18.18

Less Available 9 27.27Not Available 1 3.03

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40

Very MuchAvailable

Available Average Less Available Not Available

7. How helpful is the distributor of Uro Cola?

Distributor No. of respondent (%)Very Much Helpful 9 27.27

Helpful 11 33.33Average 5 15.15

Less Helpful 6 18.18Not Helpful 2 6.06

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0

5

10

15

20

25

30

35

Very MuchHelpful

Helpful Average LessHelpful

Not Helpful

8. Are you satisfied with your current payment period, if not then what is your expected payment period?

Expected payment period No. of respondent (%)7-10 days 7 21.2110-15 days 8 24.2415-20 days 6 18.1820-30 days 12 36.36

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0

5

10

15

20

25

30

35

40

7-10 days 10-15 days 15-20 days 20-30 days

9. What type of sales promotion is advantageous to you?

Sales promotion No. of respondent (%)Free Sample 14 42.42Slotting fees 7 21.21

Coloring the Shop 7 21.21More Credit limit 5 15.15

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10. Which media would you prefer for good advertising method?

Preferred medial No. of respondent (%)TV 15 45.45

Newspaper 4 12.12Radio 4 12.12

Billboard 5 15.15Magazine 3 9.09

Poster 2 6.06

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45

Free Sample Slotting fees Coloring theShop

More CreditLimit

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0

510

15

20

2530

35

40

4550

TV Newspaper Radio Billboard Magazine Poster

11. What is your favorite TV program?

favorite TV program No. of respondent (%)Drama 9 27.27Movie 8 24.24

Tele film 8 24.24Musical Show 6 18.18

Business Solution 2 6.06

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Drama Movie Tele film Musical Show BusinessSolution

12. What type of transport facility would you prefer for the delivery of product?

Transport facility No. of respondent (%)Delivery Van 13 39.39Pickup Van 14 42.42

Cargo 2 6.06Truck 4 12.12

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Delivery Van Pickup Van Cargo Truck

13. What is your opinion about the current distribution system of Uro Cola?

Distribution system No. of respondent (%)Definitely not effective 8 24.24Probably not effective 9 27.27

Probably effective 6 12.12Definitely effective 10 30.30

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0

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10

15

20

25

30

35

Definitely noteffective

Probably noteffective

Probablyeffective

Definitelyeffective

14. Do you have any suggestion for Uro Cola?

Suggestion No. of respondent (%)Increase product quality 16 48.48Attractive Advertisement 9 27.27

Price reduction 5 15.15Attractive packaging 3 9.09

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0

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20

30

40

50

60

7.1 Conclusion:

Marketing of Cola soft drinks is not a new phenomenon in our country. For better marketing achievement, companies should apply modern policy and procedure in order to achieve their desired objective. In our country, especially middle class and higher class people consumer soft drinks. Nowadays, market is very much competitive. Thus, companies should be able to adapt with the changing market condition.

Globe Soft Drinks Ltd. is one of the innovative marketer of soft drinks in our country. Globe is the first company in our domestic market, which launched carbonated beverage. Undoubtedly, it was a landmark in the beverage industry. By following the path of

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innovation and uniqueness, it already entered in the international market and to provide the consumers a colorful experience.

Report on current market condition is the part of BBA program. I learned so many things from this report about Globe soft drinks Ltd. such as, its product nature, its distributors, retailers, consumers, and its overall marketing condition in beverage industry.

7.2 Recommendation:

7.2.1 Recommendation based on consumer survey:

Most of the consumer purchases 500 ml frequently. So, company should try to emphasis on this pack size.

The highest percentage of the consumer said that the quality of Uro cola is in the average position. So, company should try to improve it.

60

27% consumers said that Uro cola is costly. So, company should follow competitive based pricing.

If Uro cola is not available, then most of the consumer will take RC cola. Thus, company should follow intensive distribution system.

The highest percentage of the consumer said that the packaging of Uro cola is in the average position. Thus, company should try to improve the existing packaging.

Only 16% consumer said that the advertisement of Uro cola is excellent. Thus, company should try to develop the quality of advertisement.

The highest percentage of the consumer said that if the company provides some discount or free sample, then they will purchase it. So, company may provide it.

The highest percentage of the consumer said that the new product of RC cola will definitely hamper the total sales volume of Uro cola. Thus, company should carefully monitor the activities of their competitors especially of RC Cola.

The highest percentage of the consumer said that the company should improve the existing size of the product.

TVC (Television Commercial) should be provided before and during the popular program.

Company should provide more promotional campaign for the product.

Company should use such types of ingredients that are not harmful for human body.

Product distribution can be conducted through the current distribution system.

Company should improve product quality, taste and flavor in order to compete with the market.

Attractive advertisement campaign should be conducted especially through TV,

radio, Newspaper, billboard and poster.

Another promotional campaign like free sampling in different universities, colleges or on Pahela Baishak in Dhaka city including other big cities.

7.2.2 Recommendation based on retailer survey:

According to retailer survey, I saw that the sales of RC cola is much higher than that of Uro cola. Thus, company should try to increase their existing sales.

Consumer preference of Uro cola is in the satisfactory level. So, company should try to achieve the consumer preference.

The sale of 500 ml of Uro cola is not good. So, company should try to increase the sale of this quantity.

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27.27% of the retailer said that Uro cola is less available from the distributor. So, company should carefully handle this situation.

The highest percentage of the retailer said that their expected payment period is 20-30 days. Thus, company may provide it based on the market condition.

The highest percentage of the retailer said that free sample as a sales promotion is very much advantageous for them. So, company may provide this based on the market condition.

The highest percentage of the retailer said that TVC (Television Commercial) is the most effective media for advertising. Thus, company should emphasis on it.

42.42% of the retailer preferred pickup van as transport facility. So, company should take it into account.

48.48% of the retailer said that quality of Uro cola is not good. So, company should try to improve the product quality.

7.3 Bibliography:

Books:

Naresh K. Malhotra, Marketing Research – An Applied Orientation (4th Edition).

Philip Kotler & Gray Armstrong, Principles of Marketing – (10th Edition).

Sunil Chopra, Peter Meindl, Supply Chain Management - (Third Edition).

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Websites:

http://www.globepharmagroupbd.com

http://www.partexbeverage.com

http://www.akijfood.com

http://www.amlbd.com

7.4 Questionnaires:

Questionnaire To Identify The Current Market Condition Of Different Cola Soft Drinks (A Special Attention on Uro Cola).

Questionnaire For The Consumer.

Please provide the following information:-63

http://www.amlbd.com/

http://www.globepharmagroupbd.com/



Name:

Address:

Contact no:

E-mail:

Contact Place:

Contact time:

Please tick (√) the appropriate answer:-

Gender: ¤ Male ¤ Female

Age group: ¤ 6-12 ¤ 13-19 ¤ 20-26 ¤ 27-33 ¤ 34-40 ¤ Above 41.

Education: ¤ SSC ¤ HSC ¤ Graduate ¤ Post Graduate

Occupation: ¤ Student ¤ Service ¤ Business

1. What is your choice, if you get thirsty?

¤ Coca Cola ¤ Pepsi Cola ¤ RC Cola ¤ Uro Cola ¤ Virgin Cola ¤ Mojo Cola

2. How many times have you taken Uro Cola?

¤ Very often ¤ Often ¤ Sometimes ¤ few times ¤ Very few times

3. In which flavor do you like most?

¤ Cola ¤ Orange ¤ Diet ¤ Lemon ¤ Fruity

4. In which pack size do you buy often?

¤ 250 ml ¤ 270 ml ¤ 500 ml ¤ 1 liter ¤ 1.5 liter ¤ 2 liter

5. What is your opinion about the quality of Uro Cola compared to others?

¤ Excellent ¤ Good ¤ Average ¤ Bad ¤ Very Bad

6. What is your opinion about the price of Uro Cola?

¤ Very costly ¤ Costly ¤ Average ¤ Cheap ¤ Very Cheap

7. What will you take if Uro Cola is not available?

¤ Coca Cola ¤ Pepsi Cola ¤ RC Cola ¤ Mojo Cola ¤ Virgin Cola 64

8. What is your opinion about the packaging of Uro Cola?

¤ Excellent ¤ Good ¤ Average ¤ Bad ¤ Very Bad

9. What is your opinion about the availability of Uro Cola?

¤ Very Much Available ¤ Available ¤ Average ¤ Less Available ¤ Not Available

10. What is your opinion about the advertisement of Uro Cola?

¤ Excellent ¤ Good ¤ Average ¤ Bad ¤ Very Bad 11. What type of advertisement attracts you most?

¤ TV ¤ Newspaper ¤ Radio ¤ Billboard ¤ Poster

12. What is the strong side of Uro Cola?

¤ Quality ¤ Taste ¤ Price ¤ Packaging ¤ Size

13. If Uro Cola offers you some discount or free product will you purchase it?

¤ Definitely will not buy ¤ Probably will not buy ¤ Undecided ¤ Probably will buy ¤ Definitely will buy 14. Do you think that the new product of RC Cola will hamper the total sells volume of Uro Cola?

¤ Definitely will not hamper ¤ Probably will not hamper ¤ Undecided ¤ Probably will hamper ¤ Definitely will hamper

15. What is your suggestion about the improvement of Uro Cola?

¤ Quality ¤ Taste ¤ Price ¤ Packaging ¤ Size

Questionnaire To Identify The Current Market Condition Of Different Cola Soft Drinks (A Special Attention On Uro Cola).

Questionnaire for the Retailer.

Please provide the following information:-

Name of the Outlet: 65

Address:

Contact no:

1. Which brand comes to your mind first when you decide to give an order?

□ Coca Cola □ □ Pepsi Cola □ RC Cola □ Virgin Cola □ Uro Cola □ Mojo Cola

2. How much Cola Soft drinks you stored for your retail shop last month?

□ 1-2 Case □ 2-3 Case □ 3-4 Case □ 4-5 Case

3. Which brand’s cola soft drinks you sell most frequently?

□ Coca Cola □ RC Cola □ Pepsi Cola □ Virgin Cola □ Uro Cola □ Mojo Cola

4. Why do you sell that particular brand frequently?

□ High Quality □ Reasonable Price □ Good Taste □ Consumer preference □ Standard size

5. Which size of Uro Cola is sold most frequently?

□ 270 ml □ 500 ml □ 1 liter □ 2 liter 6. What is your opinion about the availability of Uro Cola from the distributor?

□ Very Much Available □ Available □ Average □ Less Available □ Not Available 7. How helpful is the distributor of Uro Cola?

□ Very Much Helpful □ Helpful □ Average □ Less Helpful □ Not Helpful

8. Are you satisfied with your current payment period, if not then what is your expected payment period?

□ 7-10 days □ 10-15 days □ 15-20 days □ 20-30 days

9. What type of sales promotion is advantageous to you?

□ Free Sample □ Slotting fees □ Coloring the Shop □ More Credit limit

10. Which media would you prefer for good advertising method?

□ TV □ Newspaper □ Radio □ Billboard □ Magazine □ Poster

11. What is your favorite TV program?66

□ Drama □ Movie □ Tele film □ Musical Show □ Business Solution

12. What type of transport facility would you prefer for the delivery of product?

□ Delivery Van □ Pickup Van □ Cargo □ Truck

13. What is your opinion about the current distribution system of Uro Cola?

□ Definitely not effective □ Probably not effective □ Probably effective □ Definitely effective

14. Do you have any suggestion for Uro Cola?

......................................................................................................................................................

......................................................................................................................................................

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