Akij Group Marketing
Prepared by SHANTONU_ 01715367067
Executive summary
Akij Food and Beverage Limited (AFBL) is the sister concern of Akij Group, one of the prominent and leading business houses in Bangladesh. The official inauguration of that concern started in the beginning of 2007. From the beginning AFBL launched two new carbonated soft drinks clemon and farm fresh UHT pure milk products in the market. AFBL has successfully come up with a variety of its products like carbonated soft drinks mojo, lemu speed energy drink, cheeky monkey snakes and spa drinking water. The main marketing policy of the company is they use to undertake huge advertisement and promotional activities to create brand awareness and product positioning among the mindset of the target customers. Not only that AFBL started to change the concept of advertisement of soft drinks too by using new creative and concepts. And they were successful in terms of market share and positioning in the competitive soft drinks market of Bangladesh.
By using the reputation and market demand, Akij Food and Beverage Limited lunched a new category of soft drinks that is natural pure fruit juice under the Brand name of “Frutika” in August 2008. They targeted the holy month of Ramadan to launch the new product into the market. In that time they also undertake a huge advertisement and promotional campaign following their previous concept Mojo and Lemo. The used different Medias to draw the attention of the consumers like:
* Press Advertisement (News paper & Magazines). * Television Commercial (National & Cable TVs). Radio Advertisement (BD Radio & Private radio stations). * Outdoor Advertisement (Billboards, Pestering, Neon sign etc). * Mobile Campaign (Road shows). * Moving Advertisements (Advertisements on vehicles). * Public Relations (Sponsoring & arranging Spot game shows). * Sales Promotion (Sampling, Gift and scratch card offer) etc.
Basically they used all the
Executive summary
Akij Food and Beverage Limited (AFBL) is the sister concern of Akij Group, one of the prominent and leading business houses in Bangladesh. The official inauguration of that concern started in the beginning of 2007. From the beginning AFBL launched two new carbonated soft drinks clemon and farm fresh UHT pure milk products in the market. AFBL has successfully come up with a variety of its products like carbonated soft drinks mojo, lemu speed energy drink, cheeky monkey snakes and spa drinking water. The main marketing policy of the company is they use to undertake huge advertisement and promotional activities to create brand awareness and product positioning among the mindset of the target customers. Not only that AFBL started to change the concept of advertisement of soft drinks too by using new creative and concepts. And they were successful in terms of market share and positioning in the competitive soft drinks market of Bangladesh.
By using the reputation and market demand, Akij Food and Beverage Limited lunched a new category of soft drinks that is natural pure fruit juice under the Brand name of “Frutika” in August 2008. They targeted the holy month of Ramadan to launch the new product into the market. In that time they also undertake a huge advertisement and promotional campaign following their previous concept Mojo and Lemo. The used different Medias to draw the attention of the consumers like:
* Press Advertisement (News paper & Magazines). * Television Commercial (National & Cable TVs). Radio Advertisement (BD Radio & Private radio stations). * Outdoor Advertisement (Billboards, Pestering, Neon sign etc). * Mobile Campaign (Road shows). * Moving Advertisements (Advertisements on vehicles). * Public Relations (Sponsoring & arranging Spot game shows). * Sales Promotion (Sampling, Gift and scratch card offer) etc.
Basically they used all the