Term Paper
Virgin Cola Term Paper
Chapter One
1.0 Introduction
1.1 Background of the Study
Global Beverage Company Limited (GBCL) is the one of the stabilized beverage company in Bangladesh. They provide soft drinks with a brand name “Virgin” which an exclusive franchise agreement with Virgin Enterprise Limited of United Kingdom. GBCL started their business in Bangladesh December in 1999. Gazipur is our only production zone and main office at Mirpur, Dhaka. GBCL produced soft drinks with different flavors and sizes (can and bottle). Cola, Orange, Lemon-lime, Passion fruit, Grape fruit, Tutti-frutti these are all flavors of Virgin. Beside these, Diet cola is exclusive. Its competitors are Tabani Beverage, Bangladesh Beverage, National Beverage, Globe Beverage and Partex Beverage Limited. Its target market is teenager at the age of 13 to 19. It offers good taste with various products, maintaining international standard quality level. Product design and packaging is distinctive rather than the others. It takes better positioning in consumers mind from starting period flavored drinks. GBCL also introduced Mango juice flavor with brand name Cheers. In BCG matrix Virgin cola stays in Dogs but have a better chance to move from Dogs to Cash Cow. GBCL is continuing 13% of total market growth share. Its core benefit is removing the thirst of consumer. It uses aluminum container can, and plastic
Container for pet bottle. Virgin drinks have proved their standard quality level by Bangladesh Standard Tasting Institute (BSTI). GBCL delivers its product through factory warehouse to distributors, distributors to retailers, retailers to consumers. They deliver product factory to distributor by their own cost. It has 102 distributors in all over the Bangladesh. It follows primary and secondary packaging. GBCL contributes good quality product with affordable price. They are following cost-plus pricing policy. Also provides quality advertisement for influencing consumer by TV, Newspaper,
Chapter One
1.0 Introduction
1.1 Background of the Study
Global Beverage Company Limited (GBCL) is the one of the stabilized beverage company in Bangladesh. They provide soft drinks with a brand name “Virgin” which an exclusive franchise agreement with Virgin Enterprise Limited of United Kingdom. GBCL started their business in Bangladesh December in 1999. Gazipur is our only production zone and main office at Mirpur, Dhaka. GBCL produced soft drinks with different flavors and sizes (can and bottle). Cola, Orange, Lemon-lime, Passion fruit, Grape fruit, Tutti-frutti these are all flavors of Virgin. Beside these, Diet cola is exclusive. Its competitors are Tabani Beverage, Bangladesh Beverage, National Beverage, Globe Beverage and Partex Beverage Limited. Its target market is teenager at the age of 13 to 19. It offers good taste with various products, maintaining international standard quality level. Product design and packaging is distinctive rather than the others. It takes better positioning in consumers mind from starting period flavored drinks. GBCL also introduced Mango juice flavor with brand name Cheers. In BCG matrix Virgin cola stays in Dogs but have a better chance to move from Dogs to Cash Cow. GBCL is continuing 13% of total market growth share. Its core benefit is removing the thirst of consumer. It uses aluminum container can, and plastic
Container for pet bottle. Virgin drinks have proved their standard quality level by Bangladesh Standard Tasting Institute (BSTI). GBCL delivers its product through factory warehouse to distributors, distributors to retailers, retailers to consumers. They deliver product factory to distributor by their own cost. It has 102 distributors in all over the Bangladesh. It follows primary and secondary packaging. GBCL contributes good quality product with affordable price. They are following cost-plus pricing policy. Also provides quality advertisement for influencing consumer by TV, Newspaper,