Frutika
EXECUTIVE SUMMARY
Akij Food and Beverage Limited (AFBL) is one of the main concerns of Akij Group, which is a Bangladeshi industrial conglomerate. Frutika Juice is the juice brand of AFBL, recently introduced juice in the prevalent Bangladesh market. From the lunching of the product Frutika Juice has come up with novelty promotional campaign in order to grab the market share. It also tried to make available the product in the market through their effective distribution channel. However, the price charged by it is relatively higher compared to the competitors. In our research, we actually want to find out the consumer’s perception about the taste, price, promotion, packaging, availability of Frutika Juice. We cannot neglect the importance of promotion, packaging, availability of any product. In this competitive market, to stay ahead of competitors; it is very important how a marketer actually position his/her product in the target customer’s mind. Therefore, AFBL must give more emphasis on their marketing mixes like promotion, packaging and distribution.
2. BACKGROUND
The normal complain obtained from all now-a-days is the excessive heat we are facing this season and a cold drink specially a mango, orange or grape juice can make a difference to satisfy consumers’ thirst. In this regard, we have taken our attention to the drinks segment and have chosen Frutika for the research as it’s having increasing share in the market now. Juice has huge market in Bangladesh, but the promotion and packaging of Frutika Juice is quite different from all other companies. Frutika is the brand name of juice of Akij group, which is the parent company of it. Frutika is available in three different tastes- mango, orange and grape.
By promotion we mean that it is a communication process with the public in an attempt to influence them toward buying marketer’s products or services. Promotion involves disseminating information about a product, product line, brand, or company. It is
Akij Food and Beverage Limited (AFBL) is one of the main concerns of Akij Group, which is a Bangladeshi industrial conglomerate. Frutika Juice is the juice brand of AFBL, recently introduced juice in the prevalent Bangladesh market. From the lunching of the product Frutika Juice has come up with novelty promotional campaign in order to grab the market share. It also tried to make available the product in the market through their effective distribution channel. However, the price charged by it is relatively higher compared to the competitors. In our research, we actually want to find out the consumer’s perception about the taste, price, promotion, packaging, availability of Frutika Juice. We cannot neglect the importance of promotion, packaging, availability of any product. In this competitive market, to stay ahead of competitors; it is very important how a marketer actually position his/her product in the target customer’s mind. Therefore, AFBL must give more emphasis on their marketing mixes like promotion, packaging and distribution.
2. BACKGROUND
The normal complain obtained from all now-a-days is the excessive heat we are facing this season and a cold drink specially a mango, orange or grape juice can make a difference to satisfy consumers’ thirst. In this regard, we have taken our attention to the drinks segment and have chosen Frutika for the research as it’s having increasing share in the market now. Juice has huge market in Bangladesh, but the promotion and packaging of Frutika Juice is quite different from all other companies. Frutika is the brand name of juice of Akij group, which is the parent company of it. Frutika is available in three different tastes- mango, orange and grape.
By promotion we mean that it is a communication process with the public in an attempt to influence them toward buying marketer’s products or services. Promotion involves disseminating information about a product, product line, brand, or company. It is