Akij Food and Beverage Limited

8/2/2019 Akij Food and Beverage Limited

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Chapter 1

Introduction of the report


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1.1 Company overviewAkij Group of Industries is one of the leading Industrial Groups in

Bangladesh, which started with trading business in a humble way in early

1940. Today, Akij Group has 20 large-scale Industrial and Commercial

Units in its fold such as Jute, Textile, Leather, Hard Board,

Pharmaceuticals, Printing & Packaging, Beverage, Cement, Real

estate, Safety Match, Chewing Tobacco, Bidi & Cigarettes etc.

having an employment strength of 21,000 workers & staff in different

categories. Akij Group is one of the biggest companies in Bangladesh.

Akij Company a very much focus company. Akij food and beverage is one

of the biggest part of Akij group. It was established in 2004 for its factory

with 158 employees and in 2005 the employees were 180 for marketing.

Akij Food & Beverage Ltd. has been established at a beautiful site

Krishnapura, Dhamrai of Dhaka. It has come with the best food &

beverage in Bangladesh. Akij food and beverage was started with a very

little capital but now its production is very high and in future it will

increase more. Here different types of food products are produced. After

fulfilling the requirement of our country it is exporting products to the

foreign countries. We have seen this industries development a few days

ago. AFBL is a private limited company. The main object of the owner is

to produce goods to fulfill the demand of the people and after fulfilling the

demand to export the products of Akij food and beverage in foreign

countries. With producing the goods it will also create employment for the

people of this poor country.

1.2 Mission Produce goods to fulfill the demand of the consumer After fulfilling the demand FABL export the products Promote employment generation and poverty alleviation Promote innovation and renovation Aim to be a multinational company


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1.3 Vission:Act as the food manufacturer of the best quality in the country

1.4 List of Market Offerings:Product Type Size Price

Frutica Juice Mango 250 ml 22

1lt 70

Orange 250 ml 22

1lt 70

Graps 250ml 22

1lt 70

Mojo Cola 250 ml 15

500 ml 25

1lt 50

Speed Energy

Drink

Bottle 22

Can 30

Clemon &

Lemu

Soft drink 250 ml 15

500 ml 25

1 lt 70

Checky

Monkey

Chips 100 gm 10

Spa Drinking

water

Water 250ml

1000 ml

10

20


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1.5 Practice of Marketing Concept:AFBL always follow the concept of Production Concept and Product

Concept. Because all of product are like that two concept.

Production concept: is the idea that consumers will favor products that

are widely available or highly affordable.

- Large production and effective distribution channel is important.

- Price of the products remains relatively low and they are available

almost everywhere.

Product of AFBL:

1. Spa drinking water2. Mojo cola3. Chikey Monkey4. Speed Energy drink5. Clemon & Lemu soft drink

Product concept is the idea that consumers will favor products that offer the

most quality, performance, and features for which the organization should

therefore devote its energy for making continuous improvements.

- Research & Development activities and putting emphasis on customer

preference is essential.


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Product of AFBL:

01.Frutika juice02.UHT fresh milk.

1.6 Supply Chain Management:According to the Council of Supply Chain Management Professionals

(CSCMP), supply chain management encompasses the planning and

management of all activities involved in sourcing, procurement,

conversion, and logistics management. It also includes the crucial

components of coordination and collaboration with channel partners,

which can be suppliers, intermediaries, third-party service providers, and

customers. In essence, supply chain management integrates supply and

demand management within and across companies. More recently, the

loosely coupled, self-organizing network of businesses that cooperate to

provide product and service offerings has been called the Extended

Enterprise.


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1.7 List of Strategic Business Units:Akij BIDI Factory Ltd 1950

Akij Transport Agency Ltd. 1950

SAF Industries Ltd. 1960

Dhaka Tobacco Industries Ltd. 1966

Akij Printing & Packages Ltd. 1974

Dhaka Tobacco Industries Leaf Processing Plant. 1981

Akij Corporation Ltd. 1983

Akij Housing Ltd. 1987

Akij Match factory Ltd. 1992

Akij Jute Mills Ltd. 1994

Akij Cement Company Ltd. 1995

Akij Textile Mills Ltd. 1995

Akij Pharmaceuticals Ltd. 1996

Akij Particle Board Mills Ltd. 1996

Akij Computer Ltd. 1997

Sonar Bangla Cement Ltd. 1998

Raw

materials

From Local

From different countries

Production

Segmenting

Cleaning

Processing

Final Product

Dealer

Retailer

Customer


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Akij Online Ltd. 2000

Akij Food & beverage Ltd. 2000

Akij Jarda Factory Ltd. 2000

Nebula Ink Ltd. Ink 2001Akij Institute of Technology Ltd. 2001

Savar Industries (Pvt.) Ltd. 2001

Akij Toiletries Ltd 2003

Akij Footwear Ltd. 2007

1.7.1 Akij Bidi

Company Name: Akij Biri Factory LtdBusiness Type: ManufacturerProduct/Service

(We Sell):Hand Made Cigarette, Tobacco

Product/Service

(We Buy):

Newsprint Paper, Tobacco Leaf,Gammed Tape

Address:73, Dilkusha C / A, Akij

Chamber, Dhaka.Number of Employees: Above 1000 PeopleYear Established: 1980Legal Representative/Business Owner: Sk. Mohiuddin

Trade & Market Main Markets:

North AmericaSouth AmericaWestern EuropeEastern EuropeEastern AsiaSoutheast Asia

Mid EastAfricaOceania


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1.7.2 SAF Industries Ltd.

Company Name: SAF Industries LtdBusiness Type: Manufacturer, Trading Company

Product/Service(We Sell): Shoes and Boots,Upper,FinishedLeather,Nappa Calf,Crust LeatherAddress: 98 Fenman GardensNumber of Employees: Above 1000 People

Main Markets:Southeast AsiaWestern Europe

Total Annual Sales Volume: US$2.5 Million - US$5 MillionNo. of R&D Staff: 5 - 10 PeopleManagement Certification: ISO 9001:2000

1.7.3 Akij Footwear Ltd

Akij Footwear Ltd. starts its journey as a 100% export oriented shoe

manufacturing company in 2001 with the highest quality leather support

from its sister concern SAF Industries Ltd. The Iron structured modern

project is established in a 300000 SQF land area with 50000 SQF actual

working space at Ashulia near Zia International Airport, Dhaka and well-

equipped with Brand new machines from Italy and Germany.

Total Staff:450 highly skilled staff including foreign

experts

Daily

Production: 2000 pairs/day

Product

Category: Shoes, Boots, Sandals (Ladies& Gents)

Major

Market:

Italy, Germany, Spain, Hong Kong, India,

Japan

Production in Akij Footwear Ltd. is being led under close supervision of

foreign experts with appreciable skilled workers and strict management to

produce High Quality Fashionable shoes according to world latest fashion


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trends. We are ISO 9000:2008 certified by MOODY INTERNATIONAL

for our world class product quality.

1.7.4 Dhaka Tobacco Industries:

Dhaka Tobacco Industries came to the fold of Akij Group in late seventies

when Government has decided to disinvest and hand over the Factory to

private sector from the nationalised sector. The Factory is located at

Morkun near Tongi and lot of investment into MEN & Machineries has

turned the Factory in to a Modern cigarette producing unit. It employs

about 1,200 people who works in a congenial atmosphere to deliver right

quality to satisfy the million of Smokers taste and needs. Currently,

Dhaka Tobacco industries produces eight brands of cigarettes. These are

Navy, Legend White, Five Star, Red & White, K2, Surma and Diamond.

Approximately one billion cigarettes are produced per month by the

companys factory in Tongi, Gazipur. One hundred million of the Navy

brand are exported quality and are sold in Dubai.

In storage, the tobacco is kept in air-conditioned and moisture controlled

rooms where its perfection can be maintained for up to two years.

The bales of processed tobacco are sliced in uniform sizes and ground.

This is stored in the blending silos in specific ratios. The tobacco (lamina)

is moistened, cut and dried. Some of the excess stem produced in National

Leaf is also used. It is fed into a conditioner using auto feed. Then, it is

cooled and stored in silos to be processed further when necessary. A stem

roller is used to flatten the stem so that it is ready to be cut first by the

cutter and then by a millicutter. It is moistened using steam in low pressure

and dried to attain the desired level of humidity. At this point the lamina

and stem come together in the mixing cylinder where chemicals are added.

There are different silos for each blend and the cut tobacco is stored in

these. Four Rotary feeders are involved in transporting this to the

secondary manufacturing department.


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A Molins Plug making machine makes filters. The filter making machine

is capable of making plugs of different length and dia. There are cigarette

making machines of various brands and speeds. Recently, the company has

invested in Molmac Mark 9 machines. They are equipped with a system to

remove ferrous material and stems from the tobacco supplied to the

machine. In addition, there is an automatic system of weight and density

control to maintain uniformity.

Focke Hinge Lid Packers are used for packing cigarettes.

Quality Test Module is used to test the circumference of cigarettes and

filters using a laser mike head, the total ventilation with closed ventilation

zone and the pressure drop in cigarettes is a completely encapsulated

condition. The percentage of moisture, nicotine and sugar in various

blends is found using the Infralab TM Gauge. A Tobacco Oven determines

the total oven volatile content of tobacco and stems. There are a variety of

other installations to measure both physical and chemical properties, with

the most impressive being a latest smoking machine.

The machines run around the clock except on Friday when most of themaintenance work is done. The well disciplined environment and

efficiency of this factory has caused man multinational companies to offer

us deal to manufacture their product in order to supply the subcontinent.

1.7.4 Akij Printing & Packaging Ltd.

APPL is one of the biggest printing & packages in Bangladesh. The most

modern and sophisticated technology of APPL have ensured our highquality printing and packaging including the best quality wide format

digital printing system in Bangladesh. Situated in Tongi and Navaran, two

factories provide almost all the packaging required by the group. Besides

this, they also provide packaging for other companies.

The paper needs to be slit and trimmed before printing. Goebel Optima

2000 are multiple slitters, they are able to work with paper, board and film.


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There are various types of printing machines. The Heidelberg Speed

master CD102 does four colour offset printing. It is capable of printing

45,000 impressions per shift. There is a Gravure 7 colour printing machine

capable of printing 150 m per minute. Some of the stations may be shut

off to enable images of smaller numbers of colour to be printed with this

machine.

The printed media are then cut to the appropriate sizes by easily

programmable machines. These then go through the folding and gluing

process. There are wet and dry laminating machines for waterproof

packaging. These factories are engaged in advertising and not only

printing posters. A state of the art new printing machine is able to print

front-lit, back-lit and other types of signs on a variety of media.

1.7.5 Akij Match Factory Ltd.

Akij Match Factory Ltd. has been established in the year 1992 ata

beautiful site near Muktarpur Ghat on the bank of river Sitalakshaya.It is a

fully automatic match factory which produces 100% Carborized highquality safety matches. Dolphin is the brand name of the matches produced

from this factory. Immediately after the introduction of the brand it

became very popular among its consumer because of the high quality and

intensive distribution in every nook and corner of the country. Most of the

raw material comes from various parts of Bangladesh by river. The river

Shityalakhkha flows next to the factory and facilitates transportation

greatly. Some of the wood used to make match sticks comes from

Pakistan. A cutter with a circular saw cuts the logs into 15 portions. The

bark is taken off the portions and these are then put through the peeling

machine which peels layers of wood off the log. These layer sare chopped

into the rough shape and size of match sticks. As these sticks are usually

quite moist, they are dried. Carburization and treatment with other

chemicals such as Boric acid occurs at this point. This is to ensure that the

match sticks dont break when ignited and that their quality is preserved

even in highly humid conditions. The chemically treated sticks are


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polished in two stages to give the muni form proportions. The quality is

very strictly controlled. At every stage, nonstandard products (wood layers

or sticks) are rejected. However, the seare not wasted. The sticks, wood

layers and any other scrap wood goes to be recycled in AKIJ Particle and

Hardboard Mills. The faults in the rejected matches are dealt with and

these are packed manually. The bulk of the matches are packed by rotary

packers and these go directly to the market

1.7.6 Akij Food & Baverage Ltd.

Akij Food & Beverage Ltd. has been established at a beautiful site

Krishnapura, Dhamrai of Dhaka. It has come with the best food &beveragein Bangladesh. There are various types of drink. MOJO is the brand name

of cola, Lemu is the brand name of Lemon and Speed is the brand name of

energy drink. Immediately after the introduction of the brand it became

very popular among its consumer because of the high quality and intensive

distribution in every nook and corner of the country. Checky Monkey is

the brand name of banana chips produced from this factory. It also is

becoming popular chips in Bangladesh. Most of our Raw materials come

from various foreign countries. The quality is very strictly controlled. At

every stage, non standard products are rejected.

1.7.7 Akij Cement Company Ltd.

AKIJ Cement has established a foot hole in the cement market.

Encouraged by consumers response and confidence AKIJ Cement is in

the process of expanding its capacity by many folds. Once completedhowever, this factory will be quite incomparable. From unloading the raw

materials at the jetty to loading the finished product onto boats, all the

stages are to be automated and computer controlled. Two fix swing cranes

will unload the clinker and gypsum and put them on a belt conveyer to be

put into storage. These are then loaded into the bins and measured by two

belt scales before entry to the ball mill grinder. This allows the ratio of

clinker and gypsum to be controlled. From there the ground cement goes

to the vortex separators by the means of a bucket elevator and chain


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conveyer. The vortex separator separates coarse and fine cement by using

high pressure. The fine cement is the finished product whereas the coarse

cement needs to be ground again. The fine cement is stored in silo sand

intricately controlled conditions. This cement goes to the packing machine

by a screw conveyer and from there to the jetty by a belt conveyer.

The factory is equipped with air filters in order to minimize pollution and

recycle any cement that is suspended in the air. The entire production

process is computer controlled and there are sensors to monitor various

factors at regular intervals. The level of automation reduces dependence on

staff and risk of human error. The software controlling the machines

allows engineers to view progress on a computer stimulated model of the

factory. It also reports problems and permits fine control of every stage.

The laboratory is not only involved in quality control but also on

improving the cement to being the best brand available. As well as

equipment to determine chemical properties of the product, there is

apparatus to measure physical factors both before and after the cement has

set.

1.7.8 Dhaka Tobacco Industries

Dhaka Tobacco Industries came to the fold of Akij Group in late seventies

when Government has decided to disinvest and hand over the Factory to

private sector from the nationalized sector. The Factory is located at

Morkun near Tongi and lot of investment into MEN &Machineries has

turned the Factory in to a Modern cigarette producing

unit. It employs about 1,200 people who works in a congenialatmosphere to deliver right quality to satisfy the million of Smokers taste

and needs. Currently, Dhaka Tobacco industries produce eight brands

of cigarettes. These are Navy, Legend White, Five Star, Red & White, K2,

Surma and Diamond. Approximately one billion cigarettes are produced

per month by the companys factory in Tongi, Gazipur.One hundred

million of the Navy brand are exported quality and are sold in Dubai,

London. In storage, the tobacco is kept in air-conditioned and moisturecontrolled rooms where its perfection can be maintained for up to two


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years. The bales of processed tobacco are sliced in uniform sizes and

ground. This is stored in the blending silos in specific ratios. The tobacco

(lamina) is moistened, cut and dried. Some of the excess stem produced in

National Leaf is also used. It is fed into a conditioner using auto feed.

Then, it is cooled and stored in silos to be processed further when

necessary. A stem roller is used to flatten the stem so that it is ready to be

cut first by the cutter and then by a mill cutter. It is moistened using steam

in low pressure and dried to attain the desired level of humidity. At this

point the lamina and stem comes together in the mixing cylinder where

chemicals are added. There are different silos for each blend and the cut

tobacco is stored in these. Four Rotary feeders are involved in transporting

this to the secondary manufacturing department.

Molins Plug making machine makes filters. The filter making machine is

capable of making plugs of different length and dia. There are cigarette

making machines of various brands and speeds. Recently, the company has

invested in Molmac Mark 9 machines. They are equipped with a system to

remove ferrous material and stems from the tobacco supplied to the

machine. In addition, there is an automatic system of weight and densitycontrol to maintain uniformity. Fokker Hinge Lid Packers are used for

packing cigarettes. Quality Test Module is used to test the circum ference

of cigarettes and filters using a laser mike head, the total ventilation with

closed ventilation zone and the pressure drop in cigarettes is a completely

encapsulated condition. The percentage of moisture, nicotine and sugar in

various blends is found using the Infralab TMGauge. A Tobacco Oven

determines the total oven volatile content of tobacco and stems. There are

a variety of other installations ensure both physical and

chemical properties, with the most impressive being a latest smoking

machine. The machines run around the clock except on Friday when most

of the maintenance work is done. The well disciplined environment and

efficiency of this factory has caused man multinational companies to offer

us deal to manufacture their product in order to supply the subcontinent.


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1.8 Product mix tableProduct Mix Width is the number of product line company carries. AFBL

have 7 product lines. These are

Soft Drinks Cola Chips Juice Energy Drinks Water Milk

Product mix length is the total number of items the company carries in a

one product line. Product line depth is the number of versions offered of

each product in the line.

Akij Food & Beverage

Product Mix Table

Soft

Drinks

Cola Chips Juice Energy

Drinks

Water Milk

Clemon Mojo Checky

Monkey

Frutica

Mango

Graps

Orange

Speed Spa UHT

Fresh

Milks

Lemu


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Akij group

Product Mix Table

Tobacco Food &

Beverage

Leather &

Footwear

Zarda Cement

Akij Biri Spa Minarelwater500ml1000ml

Shoes Special Patti50gm25gm12.5gm

Akij cement(50 kg)

Navy(Small Pack)(Large Pack)

Frutika JuiceMangoGrapsOrange

200 ml1000ml

Boots Golden Patti(Surovi)50gm25gm

12.5gm

Sonar banglacement(50 kg)

K2 Mojo cola250 ml500 ml1000ml

Upper finishleather

Akiz Zorda(Beli)50gm25gm12.5gm

Surma Checkymonkey chips200 g

Nappa calf Vhiza Patti25gm10gm

Diamond Energy drink250 ml Crust

LegendWhite

UHT Freshmilk250 ml500 ml1000ml

Akij group have more than 23 companies in Bangladesh. Here we only

discuss their 5 top company. In the table we try to focuses their line depth,line width line length.

Their consistency product mix is not good because they have different

product line where unilevers product line is more consistences.


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1.9 Brand Development Strategies of Akij Group:Product Category

Existing New

BrandNa

me E

xisting

Line extension Brand Extension

Frutikao Mangoo Grapso Orange

Soft drinkso Clemono Lemu

Colao Mojo

Zardao Special Pattio Golden Patti

(Surovi)o Akiz Zorda (Beli)o Vhiza Patti

Cements

Akij cement Sonar bangle

cement

New

Multi Brand Co-Brand

Cigarette

Navy K2 Surma Diamond Legend white

Leather Software and

hardware

Transportagency

Footwear1.10 Brand Sponsorship:

In Akij group, they have only 2 branding strategy. They have only

manufacturer and private brand. They dont have any co-brand or licensed

brand.

Manufacturer Brand Private Brand

Akij BIDI Factory Ltd

Akij Transport Agency Ltd.

Akij Corporation Ltd.

Akij Housing Ltd.

Akij Match factory Ltd.

Akij Jute Mills Ltd.

Akij Cement Company Ltd.

SAF Industries Ltd. Crust & finished Leather

Dhaka Tobacco Industries Ltd. Cigarettes

Nebula Ink Ltd. Ink

Akij Institute of Technology Ltd. IT

Education & Training

Savar Industries (Pvt.) Ltd.

Dhaka Tobacco Industries Leaf ProcessingPlant


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Akij Textile Mills Ltd.

Akij Pharmaceuticals Ltd.

Akij Particle Board Mills Ltd.

Akij Computer Ltd. Hardware

& Software

Akij Online Ltd.

Akij Food & beverage Ltd.

Akij Jarda Factory Ltd.

Akij Printing & Packages Ltd.

Akij Toiletries Ltd

Sonar Bangla cement.

1.11 Pricing strategy of AFBL:

Frotika Juice:AFBL followed the Product Line Pricing strategy for Frotika Juice.

Because Frotika Juice has three type of flavor like as:

1. Frotika Juice Mango flavor2. Frotika Juice Orange flavor3. Frotika Juice Graps flavor

Mojo Cola:

For Mojo, AFBL followed the Market Penetration Pricingstrategy forattracting people vary rapidly to gain market share. Because when Mojo

launched in the market with low price(12 tk only) at that time the other

product had lower maximum price between the Mojo.

Clemon & Lemu Soft drink:

AFBL followed the Market Penetration Pricing strategy for attracting

people vary rapidly to gain market share. Because when Clemon & Lemu


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launched in the market with low price(12 tk only) at that time the other

product had lower maximum price between Clemon & Lemu soft drink.

AFBL also followed the Product Line Pricing strategy for clemon &

lemu because this two product category are same but their flavor is pretty

much changed.

Speed Energy drink:


people vary rapidly to gain market share. When other energy drinks are

above 25 tk then speed is only 22 tk. So they are trying to capture maxium

market for their energy drink.

Spa minarel water


people vary rapidly to gain market share. From their first lunch of this

product the price is same where other drinking water are 12 tk.

Chikey monkey:


people vary rapidly to gain market share. They try to hold and capture new

market share from other chips.

1.12 Communication activities of AFBL:Integrated marketing communication(IMC) is the concept under which

a company carefully integrates and coordinates its many communication

channels to deliver a clear, consistent, and convincing message about the

organization and its products. AFBL follows only advertising and sales

promotion to promote their product.


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Sales promotion is the short-term incentives to encourage the purchase or sale of

a product or service for a particular time, place or event depending on company

objective. Sales promotion is more influential tool comparing to advertisement

and company offers sales promotion to achieve a certain sales goal.

Advertisement is any paid form of non-personal communication about an

organization, goods, services or idea by an identified sponsor.

IMCMix

Advertising

PersonalSelling

SalesPromotion

PublicRelations

DirectMarketing

AFBL

Consuonmer

promotion

Advertising

Tvc

Fm & Radio

Bill board

Print media

Sales Promotion

Special day game

show

Mojo kinle kosai

free (In kurbani

eid)


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Trade promotion Of AFBL: Some trade promotion of AFBL as follow:

1. Allowance: AFBL give 41 tk in 1000 sale.2. Trade discount: All parterner get special discount of buying product from

AFBL.

3. Sales contest: If any partner fulfill their target sale, then AFBL give themspecial gift

4. Training facilities: AFBL give training facilities to their partner for increasingsells efficiency.

1.13 Evaluation of close competitors of AFBL:Four P's

Elements of the marketing mix are often referred to as the "Four P's":

Product - It is a tangible object or an intangible service that is mass

produced or manufactured on a large scale with a specific volume of units.

Intangible products are service based like the tourism industry & the hotel

industry or codes-based products like cell phone load and credits. Typical

examples of a mass produced tangible object are the motor car and the

disposable razor. A less obvious but ubiquitous mass produced service is a

computer operating system. Packaging also needs to be taken into

consideration. Every product is subject to a life-cycle including a growth

phase followed by an eventual period of decline as the product approaches

market saturation. To retain its competitiveness in the market, product

differentiation is required and is one of the strategies to differentiate a

product from its competitors.

Price The price is the amount a customer pays for the product. The

business may increase or decrease the price of product if other stores have

the same product.


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PlacePlace represents the location where a product can be purchased. It

is often referred to as the distribution channel. It can include any physical

store as well as virtual stores on the Internet.

Promotion - represents all of the communications that a marketer may use

in the marketplace. Promotion has four distinct elements: advertising,

public relations, personal selling and sales promotion. A certain amount of

crossover occurs when promotion uses the four principal elements

together, which is common in film promotion. Advertising covers any

communication that is paid for, from cinema commercials, radio and

Internet adverts through print media and billboards. Public relations are

where the communication is not directly paid for and includes press

releases, sponsorship deals, exhibitions, conferences, seminars or trade

fairs and events. Word of mouth is any apparently informal

communication about the product by ordinary individuals, satisfied

customers or people specifically engaged to create word of mouth

momentum. Sales staff often plays an important role in word of mouth and

Public Relations.

Any organization, before introducing its products or services into the

market; conducts a market survey. The sequence of all 'P's as above is very

much important in every stage of product life cycle Introduction, Growth,

Maturity and Decline.


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Competitor evaluation

AFBL product Direct compititors Substitute

Frutika Fruto ACME

Mojo Pran Cola

RC Cola

Cocacola

Pepsi

Clemon & Lemu RC Lemon 7up

Mountain Due

Spa Minarel watel Fresh

Acme

Pran

Mum

Chikey monkey chips Potato crackres

Meridean chips

Pringles

Speed Tiger Black horse

UHT Fresh milk Arong milk

Pusti Milk

Milkvita

1.14 Limitation Of StudyWhen we prepare this report we face lot of problem of collecting data

because Akij group have not develop their web site. There are some

companies which have only name but no information in the web or their

parent web site. That was our main limitation.


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Chapter 2

Methodology of the study


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2.1 Data collection Technique:

We have collected data from secondary source and observation.

2.2 Source of data collection

Nature of study

This term paper is an exploratory type of study.

We dont have any primary data; we made this report base on secondary

data

Secondary Sources

Through visiting the website, collecting brochure and information from

super shop and the secondary data have been collected. We have used

class lecture.


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Chapter 3

Findings and Analysis


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3.1 Findings & Analysis:After completing our report we found .

List of market offering by AFBL. Marketing concept of AFBL.

SBUs of Akij Group. Product mix table. Brand development strategies. Brand sponsorship. Pricing strategies followed by AFBL. IMC Evaluation of marketing mix & compititors.


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Chapter 4

Suggestions


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4.1 SuggestionsSo, considering all of the factors and feedback from the respondents we

have given some suggestions and recommendation in our

Recommendation part. The major recommendations are given below:

As we found that Akij is investing a huge amount of money inadvertisement and promotional activities that is obviously

increasing the price of their products. Since the people already

know their brand, they can cut down some portion of their

promotional cost to make their product cheaper than the current

price.

Frutika is being marketed to the mass population only in threeflavors like mango, orange and grapes. But the other flavor like

lemon, pineapple and mixed fruit are very much fond of by the

customers. So they should introduce some new flavor to make

their product lines stronger than the existing one.

They dont have any 500ml pack. Not only that in foil pack theyare absent in the market. So they should immediately introduce

their products in different available and reason pack size that are

convenient to the customers like 500ml, 150ml junior pack and

2000 ml family size too.

Business creates problems (such as air and water pollution,resource depletion) and should therefore help to solve them;

Corporations are citizens in our society and should not try to

avoid their obligations as citizens. Businesses often have the

resources necessary to solve the social problems as many

business organizations often have surplus revenues. Business is a

partner in our society, along with the government and the general

Population.


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We think that if the management considers the above mentioned

recommendations and cope up with the changing market demand Frutika

will be able to lead the fruit juice market of Bangladesh for along time.


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Chapter 5

Conclusion


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5.1 Conclusion

Akij Group is one of the fastest business conglomerates in Bangladesh. Akij

Group growth is day by day increase and it Coverage: Around 90% of

Bangladesh based on the Annual Report-2008. The company of Akij Food

and Beverage has a product line of almost all the types of drink and snacks.

We made an inquiry regarding customers find solution for meeting the need

of lemon flavored clear carbonated beverage within Clemons target range

the percentage is very good. It has not been long since Akij group brought out

Mojo and Lemu. They have already gained huge popularity. The recent

success of Akij group is Frutika, which delivers the promise of no

reservatives.

The Group has plans for setting up more projects. The projects are already in

pipeline. Foreign investors have shown keen interest in joining with us for

joint ventures. The matter is under our active consideration and will hopefully

soon mature. This will also help the nation's economy growth and will create

job opportunities to various professionals.

Akij Group is also involved in socio-cultural activities. The Group has been

operating a sizeable orphanage free of charge in district town. The Group has

also acquired a modern mother & children hospital previously owned by Save

the Children (UK). The hospital is being operated as a non-profitable

concern.

But the company needs to be more concerned about society and environment.

Because Industries are most responsible for pollution that could occur harmfor environment. And AFBL also need to be involved with more social event.

Because have the resources necessary to solve the social problems as many

business organizations often have surplus revenues.

Documents

Akij Food and Beverage Limited