Analysis on Cocacola Market
Coca-Cola in Bangladesh
Coca-Cola started their operation in Bangladesh for more than 100 years. Like other country’s they decentralize the authority of distributing the Coca-Cola to two franchisors- Tabani Bevebrage Ltd (TBL) and (Abdul Monem Ltd) AML. TBL is resonsible for distributing Coca-Cola in Dhaka, the capital of Bangladesh and Rajshahi Divisions. AML is responsible for distributing to the rest of the country-Chittagong, Khulna, Barishal and Syllhet. However, Coca-Cola mainly concentrate their distribution in the urban areas of Bangladesh.
The main Coca-Cola Company is only responsible for ensuring the supply of the “concentration” of Coca-Cola to these 2 bottlers of Bangladesh from Egypt. And it is the responsibility of these 2 bottlers to collect the rest of the ingresdiants from Coca-Cola’s “Approved Vendor List”. Coca-Cola also provides these bottlers MMI (Master Mixing Index) to ensure that the taste of Coca-Cola remains the same all over the world. .
The purpose of providing the MMI is to ensure that the taste of the Coca-Cola remains same in all of the counry, but taste of Coca-Cola differs from the original Coca-Cola’s in Bangladesh like other Muslim country due to the halal formula of Coca-Cola. In Bangladesh upto 3% alchohol is permissible, Coca-Cola strictly folllow this limit.
As a brand Coca-Cola has the “top of the mind” awareness in the mind of the consumers, but it is on the way of losing it’s brand image in Bangladesh. For the last couple of years, there was not a single advertisement aired in TV or printed in media by Coca-Cola. As a result they are loosing their position and new comers are capturing the market. It is not even cola market now; it has converted to lemon drinks market. RC lemon, Lemu, Mountain Dew became very famous brands within few months of launching. Businessmen see good opportunities in soft drinks market.
Even in case of distribution, Pepsi is much ahead of
Coca-Cola started their operation in Bangladesh for more than 100 years. Like other country’s they decentralize the authority of distributing the Coca-Cola to two franchisors- Tabani Bevebrage Ltd (TBL) and (Abdul Monem Ltd) AML. TBL is resonsible for distributing Coca-Cola in Dhaka, the capital of Bangladesh and Rajshahi Divisions. AML is responsible for distributing to the rest of the country-Chittagong, Khulna, Barishal and Syllhet. However, Coca-Cola mainly concentrate their distribution in the urban areas of Bangladesh.
The main Coca-Cola Company is only responsible for ensuring the supply of the “concentration” of Coca-Cola to these 2 bottlers of Bangladesh from Egypt. And it is the responsibility of these 2 bottlers to collect the rest of the ingresdiants from Coca-Cola’s “Approved Vendor List”. Coca-Cola also provides these bottlers MMI (Master Mixing Index) to ensure that the taste of Coca-Cola remains the same all over the world. .
The purpose of providing the MMI is to ensure that the taste of the Coca-Cola remains same in all of the counry, but taste of Coca-Cola differs from the original Coca-Cola’s in Bangladesh like other Muslim country due to the halal formula of Coca-Cola. In Bangladesh upto 3% alchohol is permissible, Coca-Cola strictly folllow this limit.
As a brand Coca-Cola has the “top of the mind” awareness in the mind of the consumers, but it is on the way of losing it’s brand image in Bangladesh. For the last couple of years, there was not a single advertisement aired in TV or printed in media by Coca-Cola. As a result they are loosing their position and new comers are capturing the market. It is not even cola market now; it has converted to lemon drinks market. RC lemon, Lemu, Mountain Dew became very famous brands within few months of launching. Businessmen see good opportunities in soft drinks market.
Even in case of distribution, Pepsi is much ahead of