Big Boss Final Report

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Product: Big Boss

Company: Partex Beverage Ltd.

“Identifying the reasons of declining sales and ways to increase the market share of Big Boss”

Prepared for

Mr. Samy Ahmed

Lecturer, School of Business

North South University

Prepared by

Muntasir Ahmed Zaman 061 461 030

Md. Nazam Al Deen 063 365 030

Meftahul Islam 072 306 030

ATM Muntasirul Alam 083 496 030

Hasibun Shuhad 091 0628 030

Md. Tanjir Masud 091 0997 030

Date of submission

April 16, 2012

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April 16, 2012

Mr. Samy Ahmed

Lecturer, School of Business

North South University

Dhaka

Sub: Submission of the marketing research report on “Identifying the reasons of declining sales and ways to increase the market share”

Dear Sir,

I am enormous delight to submit you the marketing research report “Identifying the reasons of declining sales and ways to increase the market share” which was assigned to me for the academic requirements of BBA program of North South University, Bangladesh. The sole aim of this program is to develop my personal and practical knowledge, which adds to the theoretical part of my study. Thus enabling me to move one- step further to face the challenges professionally in the job of marketing.

I would like to express my earnest gratitude and admiration to you for your continuous guidance, advice, suggestion and wholehearted cooperation during this tenure that played in vital role in making this report to success.

Sincerely yours,

Muntasir Ahmed Zaman 061 432 030

Md. Nazam Al Deen 063 365 030

Meftahul Islam 072 306 030

ATM Muntasirul Alam 083 496 030

Hasibun Shuhad 091 0628 030

Md. Tanjir Masud 091 0997 030

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Acknowledgement

There are some people stay behind others and play the role of backstage by inspiring, providing support and help in different ways to the maxim of their ability which provided the impetus of my study. First I would like to thank Allah and then those people help others.

I would like to give thanks to our honorable teacher Mr. Samy Ahmed who managed valuable time for the busy period and guided me on data collection, data analysis and report arrangement and provided helpful guiding opinion at whatever time I asked. I would like to express my indebtedness to Md. Nahid Yousuf, Brand Manager of Partex Beverage Ltd. who gives all types of support to allow me to complete my report work.

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Table of Contents

1. Executive Summary 05

2. Introduction 06a. Partex Beverage Ltd: at a glance 07

3. Objective 174. Significance of the study 175. Methodology 176. Research Results 19

a. Frequency Analysis 196.2 Analysis of ANOVA 346.3 Cross Tabulation Analysis 416.4 Regression Model 486.5 Factor Analysis 56

7. Recommendation 65

8. Limitations of the study 65

9. Conclusion 66

10. Bibliography 67

11.Appendix 68

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1. Executive Summary

Energy drink is a new version of soft drinks in our market. In midst of carbonated

beverage energy drink is trying to explore a new world of taste, flavor & feelings. In our country

energy drinks market is new one but very potential. Now the market value of this market is

around Tk. 100 cror & increasing day by day. So undoubtedly it’s a great opportunity for a soft

drinks marketer to enter the market and gain market share & profit. Partex Beverage Limited –

a leading soft drinks producer, launched a new brand of energy drinks (BIG BOSS) in our market.

We, as a marketing research team tried to analyze the existing situation of energy drinks

market. Besides, we also tried to find out potentiality of developing BIG BOSS in this market and

future potential of it. Analyzing all these marketers we have come to a conclusion that there is a

great opportunity for Partex Beverage Ltd. to develop a new brand of energy drinks. After

analyzing the overall situation we found out that there are several reasons why the sales of BIG

BOSS went down and suggested several ways to implement that might work to capture more

market share.

2. Introduction

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To quench thirst we people were used to drink water. But now to keep pace with the

time we drink carbonated water which called soft drinks e.g. Coca-Cola, Pepsi, RC Cola, 7-up,

Sprite etc. Taking soft drinks is also as fashion or part of leading modern life. Changing time

inspires the markets to develop new product to adapt meet the customer’s new demand. For

this ongoing innovation the substitute of water is soft drink and the newer one is energy drink.

Energy drink is the demand of time. Today’s consumers are eager to enjoy different

taste & flavor. Consumers become monotonous taking traditional soft drinks – some taste,

same flavor that is ways they are looking for different taste, different feelings. And the solution

is the energy drink.

In our country, the market for energy drink is new but it’s a very potential

market. It is assumed that now the worth of energy drink market is Tk. 100 cror &

it’s increasing day by day. To capture this rising market a several companies are

working in our market. They are –

Company Brand Name

Globe soft drinks Ltd. Royal Tiger

Akij Food & Beverage Ltd. Speed

PRAN Foods Ltd. PRAN Power

Osotspa Co. Ltd. (Thailand) Shark

All these mentioned companies are trying to gain a good share in this market by dint of

their innovative activities. Each company is conducting various activities like advertising,

dynamic branding, distribution etc. trying to positioning its brand in the minds of the

consumers more strongly than its competitors. Even though there are some limitations to meet

the market demand as well as to satisfy consumer’s expectation. So, there is a scope to enter

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the energy drinks market with a new brand & provide something new for the consumers.

Partex Beverages Ltd. came up with BIG BOSS that splashed the market with its appearance

shortly. Now, it’s in the second position in the market.

2.1 Partex Beverage Ltd: at a glance

Mission:

“Our Mission is to provide value at an economic cost, progress in diversity, and continue

to contribute to the growth of industrialization in Bangladesh by being the market challenger.”

Vision:

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To offer unparallel value to create customer delight and enhance business productivity

is the vision of Partex Beverage Ltd... We will also generate value for our capabilities beyond

Bangladesh boarders, and deliver services and products globally

Origin:

Partext group started modestly in 1959 in tobacco trading and with prudent

entrepreneurship of our Founder Chairman Mr. M.A. Hashem today we have a stake in tobacco,

food, water, soft drinks, steel container, edible oil, wooden board, furniture, cotton yarn and IT

sector. After Bangladesh was established our Chairman setup M/S Hashem Corporation (Pvt.)

Ltd. in Chittagong city meeting the large demand of food and materials needed for sustaining

the needs of a new nation through imports. From importing to import substitution was the next

logical step and the stepping stone into the manufacturer sector, which was matured to the

multimillion dollar diverse investment of the Partex Group today. A dedicated work force and

committed board members led by our Chairman and backed by a market oriented corporate

strategy has been the cornerstone of our success. Today the group has over twenty family

owned private limited companies with a sizable turnover. Ours is a dynamic organization always

exploring new ideas and avenues to expand and grow further.

Birth of RC Cola:

In 1994, Mr. M. A. Hashem, Chairman of Partex Group visited an International Trade

Exhibition in the USA, where he happened to meet the executives of Royal Crown Cola Co.

International. From then on he started conceptualizing the idea of “RC” beverage brand in

Bangladesh. With international brand name recognition and quality he expected that it would

gain acceptability in the Bangladesh market.

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When he returned, a wide range of marketing research was carried out by Partex as well

as RC International. After positive results, in 1996, the Corporate Head and the Directors

formed Partex Beverage Ltd. Mr. Rubel Aziz, one of the pioneers of the concept of RC, was

given the position of Managing Director. Funds worth Tk. 10 Cror were raised as part of Equity

from the Group. Although registered as a Public Limited Company, no public offerings have

been made as yet. The factory was setup in Rajendrapur, 40km away from Dhaka city. The

company commenced commercial production on 6th October 1997, and RC was launched in

Dhaka on 20th October 1997. This is the story of how Partex Beverage Limited became the sole

official bottler of Royal Crown Cola Co. International.

Now it has been almost 10 years since then, and a number of new products, in new and

innovative packages have been introduced to the market. Partex Beverage has also introduced

RC outside Dhaka into unexplored markets. We are proud to say that we have stuck to our

mission and are now worth over Taka 80 cror (US$ 16 Million)

Gradual Market Presence of Partex Beverage Limited

June 25, 1998

Introduction of RC Flavors (RC Cola, Royal Cloudy Lemon, Royal Orange, Upper 10) in 300ml

Glass bottle in Greater Chittagong, through 10 distributors

August 24, 1998

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Introduction of RC Flavors (RC Cola, Royal Cloudy Lemon, Royel Orange, and Upper 10)

in 300ml Glass bottle in Greater Noakhali brought diversity in the market. Four Distributors

were mobilized.

October 28, 1998

Just before the closing stages of 1998, after assigning of few new distributors, Partex

Beverage began distributing in Comilla, which added to its penetration in the southern region.

May 29, 1999

To add its line of products, Partex Beverage introduced three of RC’s flavors (RC Cola,

Cloudy Lemon and Royal Orange) in 1 liter Glass bottles. In one short, this new size was

introduced to all its existing markets (Greater Dhaka, Chittagong, Noakhali and Comilla)

March 15, 2000

For the first time in Bangladesh, as planned, Partex Beverage launched RC flavors in the

revolutionary food grade PET bottles in two sixes- 1.0 and 1.5 Liter, in Greater Dhaka. Within a

few weeks, Partex Beverage, went on to penetrate not only their existing markets, but also

markets that they had left unexplored due to the constraints of glass packaging.

March 26, 2000

Just before the Asia Cup, which was held in Dhaka, Partex Beverage added a feather to

its cup, by launching its own mineral water brand, MUM. It was introduced in food grade PET in

two sizes- 0.5 and 1.5 Liter.

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April 6, 2000

Partex Beverage launched their products in Sylhet, one of the largest markets in

Bangladesh, with the introduction of RC Flavors and MUM in PET. This PBL did by mobilization

of distributors of Danish Distribution Network. By this pointing time, Partex Beverage had

mobilizing a total of 101 distributors.

Partex Beverage Ltd.: Core functions

A Production of RC Cola

Mission:

We delight our customers’ .with superior quality product through flexible operations.

In order to support the mission, Production department is performing the following activities

successfully:

Support brand portfolio / new product launch.

Availability/product harmonization.

Quality/ meet international standards.

Low cost producer.

Backward vertical integration:

Partex Beverage requires most of its suppliers to deliver raw materials just in time for

using on its production line. They only need CSD chemical which they use for flavor and perform

for bottling. Other than that they produce everything here with their automated machineries.

They usually buy those raw materials from suppliers twice a year.

Focus on Sales and Marketing

Mission:

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To reach our target consumes by the most efficient and effective way through our

strong distribution channels in every market place where we do business. This department

identifies the areas in which best practice must be achieved to enable markets to meet its

objectives, which are:

Create an efficient entry barrier against local competition.

Improve our distributor's status to the trade pioneer among all FMCG companies.

It has the responsibility to reach the ultimate consumers through trade. E.g. Retailer

emphasis is not only on what volume is being sold to the retailers (Sell-In), but also on the

volume sold out to consumers (Sell-Out).

The mission of Sales and Marketing department is "To reach our target consumers in the most

efficient and effective way through our strong “distribution channels in every market place

where we do business."

The Marketing Department and the Production Department activities are highly

correlated. According to the needs of the Marketing Department, Production Department

carries out the CSD manufacturing. The marketing Department forecasts the sales volume of

the different brand soft drink for the coming business year and based on this; prepare a

marketing plan known as the Sales Operational Plan (SOP). According to the Plan, Marketing

Department communicates the brand wise sales target for each month to the Production

Department. Based on the SOP, Production Department sets its production schedule. The

inventories of CSD are also evaluated at this stage to find out the actual output to be produced.

Partex Beverage has a well-defined mission for the selling and marketing of products, which to

reach our target consumers in the most efficient and effective way through our strong

distribution channels in every market place where we do business.

A well-organized trade marketing team is working continuously to make this .mission

successful; furthermore the whole country has been divided into three regions to perform the

selling activities efficiently.

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Hierarchy of Sales Force:

GM of Sales

Head of Sales Manager

Regional Sales Manager

Area Sales Officer

How the Distribution Channel works:

The Company sells their product to the distributors; in turn the distributors sell to the

retailers and cash & carry as well. Cash & carry are nothing but wholesalers. Cash & Carry are

needed because at times the retailers may not have adequate funds to buy the required

quantity.

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Factory

Sales Depots

Distributors

Retailer

Consumer

Internal Carrying Agent

Cash & Carry

Figure: Distribution channel

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Distribution Process:

i. Regional Go-down: There are three regional go-downs throughout the country to fill every

regional demand just at the time of need and to overcome various uncertainties related to

physical distribution of products, every regional go-down is directly controlled by separate

Regional Manager to face the regional physical distribution challenge.

ii. Distribution Warehouse: All distributors have their own warehouse, where RC can be kept

safely while not degrading its product quality. Distributors buy RC from the Company and from

that point ownership and all responsibilities of the products go under the distributors.

iii. Opening Stock at Distributors Office: Apart from the warehouse. every distributor also

maintains another stock at their office. This stock is for maintaining any change in market

demand instantly. Dealers sometimes sell RC through their counters to face special situation.

iv. Delivery Van: All the delivery vans are owned by the dealers to assure the supply of RC on

the door of wholesalers and retailers just according to their demand. There are two types of

delivery vans. One is Pickup van and another is Rickshaw van.

v. Retailers: Retailers are at the end of the physical distribution system of cigarette Selling

products directly to the consumer.

vi. Distributors: The financial standing of the distributors, their reputation in the local region,

and prior related business experience are some of the key criteria examined when a distributor

is selected. The Head of sales, Regional manager and MD of the Company make a decision

check the evaluation forms and field recommendations. After a distributor is selected they issue

a ‘letter of intent’ that specifies certain requirements of the company. After these requirements

are satisfactorily fulfilled, a formal -'letter of appointment' is issued.

Distributors buy fixed volumes of RC from the Company at a set price and resell to the retailers.

The company closely monitors their activities and performance and ensures them to operate in

the market at the highest standard. Distributors follow a work routine set by the company,

generating paper work, and reports as required. Distributors are assigned a certain geographic

region within which they sell their RC. Different routes are assigned within the region that helps

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to sell their stock.

SWOT Analysis of Partex Beverage Ltd.:

The term SWOT is the abbreviated form of strength, weakness,

opportunities and threats. If we look into Partex Beverage Ltd. careful then we can

identify the following things:

Strength

Brand values & Brand recognition is

high.

Market share is high.

Effective market & dist. channel.

Expert & experienced management.

Continuous growth in net income &

net sells.

Weakness

Not the market headers.

Fewer budgets on promotional

activities.

No insurance coverage.

Image of the company is facing

question.

Opportunities

Demand for soft drinks is increasing.

New market is opening each day

New product can be launched.

Skilled employees enrich the org

Threats

Strong competitors.

Increased price of raw materials.

Growing up overhead cost.

Political unrest (emergency impact).

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3. Objective

The objective of the project is to learn how to analyze product acceptability and

potentiality through studying consumer and retailer mind thoroughly. Also to realize the work

of a brand manager how a new product is established in an existing market.

4. Significance of the study

To indentify the reasons of sales being decreased and find out the ways to increase the

market position is very important to the employers to achieve the continuity of the product, is

important to the employees to meet their KPIs, is important to the stockholders both internal

and external to earn profit and sustainability of the investment.

5. Methodology

The data required for the study are of both primary and secondary data. Secondary data

will be collected from the organization that it had collected during the product launching. I will

also browse internet to get overall idea about the energy drink market of the country. On the

other hand, primary data will be collected by conducting a survey on retailers, consumers and

competitors. I would use interview, survey method, published statistics as required from the

respondents to collect the data. The sample size for the survey would be 120 and decision will

be made by applying various techniques using SPSS presenting different graphs and

calculations.

Questionnaire design:

I select close ended question. The question was divided by demographic and product

oriented. I discuss with consumers about sex, age, occupation in demographic question and

discuss about brand, price, quality, test, and flavor, pack size, packaging etc.

Data Analysis Techniques:

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To analyze data, the following percentile and frequency table are applied in the report.

Scope of the study:

Earlier people of rural area entertained their guest and acquaintances with just

homemade lemon drinks or something like that kind is called “sharbat”. Beverage marketers

has changed this attitude to the consumers and created a new style. Now people become

trendier and entertain their kith and kin with soft drinks emerge as a new culture. As consumers

are becoming more conscious about their health and ultimately the scope of the soft drinks is

turning into health/ energy drinks.

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6. Research Results

6.1 Frequency Analysis

1.

Age of the respondents

Frequency Percent Valid Percent

Cumulative

Percent

Valid 15-24 years 20 16.7 16.7 16.7

25-34 years 46 38.3 38.3 55.0

35-44 years 26 21.7 21.7 76.7

45 years and

above

28 23.3 23.3 100.0

Total 120 100.0 100.0

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The above graph shows that among the total respondents most of the respondents are

of 25-34 years and the percentage is 38.3 and they are the target group that BIG BOSS targets

to sell its products. Besides, there are significant numbers of respondents who are aged

between 35-44 years and 45 years and above.

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2.

Profession of the respondents


Cumulative

Percent

Valid Student 41 34.2 34.2 34.2

Private Sector 27 22.5 22.5 56.7

Government

Sector

21 17.5 17.5 74.2

Entrepreneur 29 24.2 24.2 98.3

Other 2 1.7 1.7 100.0

Total 120 100.0 100.0

The chart demonstrates that there are 34.2 percentages of the total respondents is

students that are the highest of all. Other than this there are entrepreneurs of 24.2% and

private sector of 22.5% is well mentionable.

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3.

Income level


Cumulative

Percent

Valid Less than Tk 5000 2 1.7 1.7 1.7

Tk 5001-Tk 10000 11 9.2 9.2 10.8

Tk 10001- Tk

20000

43 35.8 35.8 46.7

Tk 20001-Tk 30000 42 35.0 35.0 81.7

More than 30000 22 18.3 18.3 100.0

Total 120 100.0 100.0

The chart describes that the respondents whose monthly income level is TK 10001- TK

20000and TK 20001- TK 30000 are the highest and their percentages are 35.8% and 35.0%

respectively. It means the respondents who are aged between 25-34 years and 35- 44 years

earn more.

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4.

When you go for buying any energy which one come to your mind first


Cumulative

Percent

Valid BIG BOSS 41 34.2 34.2 34.2

TIGER 46 38.3 38.3 72.5

SPEED 16 13.3 13.3 85.8

BLACK HORSE 7 5.8 5.8 91.7

POWER 4 3.3 3.3 95.0

OTHER 6 5.0 5.0 100.0

Total 120 100.0 100.0

The above mentioned graph indentifies that when the respondents were asked which

brand name comes to their mind first when they go for buying any energy drink, most of them

about 38.3% replied that TIGER is the brand name that they recall first. Besides, there are

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significant number of the respondents about 34.2% who recall BIG BOSS first that implies that

TIGER is the number one energy drink in the market and BIG BOSS is in the second position.

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5.

How often do you buy any energy drink


Cumulative

Percent

Valid Daily 19 15.8 15.8 15.8

Once a week 56 46.7 46.7 62.5

More than once a

week

24 20.0 20.0 82.5

Once a month 21 17.5 17.5 100.0

Total 120 100.0 100.0

The chart mentioned above describes that the energy drink market in Bangladesh is

growing and potential too as the buyers are used to buy energy drinks frequently. The graph

shows that 46.7% of the total respondents buy energy drink once a week, 24% buy more than

once a week and 19% bur energy drink daily that is more significant for the future growth of

this market.

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6.

Sales of BIG BOSS is increasing day by day


Cumulative

Percent

Valid Strongly Agree 29 24.2 24.2 24.2

Agree 61 50.8 50.8 75.0

Neutral 20 16.7 16.7 91.7

Disagree 10 8.3 8.3 100.0

Total 120 100.0 100.0

The above chart demonstrates that the sale of BIG BOSS is increasing day by day

because among the total number of the respondents 50.8% are agreed that BIG BOSS is being

sold out more. Besides, 24.2% said that they are highly agreed that the sale of BIG BOSS is

increasing. This indicates that BIG BOSS has high potential in the market to grab the first

position in Bangladesh.

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7.

Price if BIG BOSS is higher compared to other energy drink


Cumulative

Percent

Valid Strongly Agree 1 .8 .8 .8

Agree 21 17.5 17.5 18.3

Neutral 37 30.8 30.8 49.2

Disagree 59 49.2 49.2 98.3

Strongly Disagree 2 1.7 1.7 100.0

Total 120 100.0 100.0

It has been proved that BIG BOSS has high possibility in the market to capture the

second position as its price is justified compared to the other energy drinks in the market. The

above graph shows that 49.2% of the total respondents are disagreed that the price of BIG

BOSS is higher than that of other energy drinks. So, we can say that price is not a problem of

BIG BOSS to be declined in its sales.

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8.

Reduction of price will lead to higher demand


Cumulative

Percent


Agree 44 36.7 36.7 67.5

Neutral 8 6.7 6.7 74.2

Disagree 29 24.2 24.2 98.3


Total 120 100.0 100.0

Though the price of BIG BOSS is not higher than that of its competitors, it can increase

its sales by reducing the current price because 36.75 of the respondents agree about that.

Besides, 30.8% of the total respondents also strongly agree that reduction of price will lead t

higher demand.

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9.

The ads of BIG BOSS are attractive


Cumulative

Percent


Agree 35 29.2 29.2 40.0

Neutral 9 7.5 7.5 47.5

Disagree 42 35.0 35.0 82.5


Total 120 100.0 100.0

BIG BOSS should work with its advertisements because in terms of attractiveness of the

ads 35.0% of the total respondents said that the ads of BIG BOSS re not attractive. On the other

hand only 29.2% agree that ads are attractive. As majority of the respondents agree that the

ads of BIG BOSS are not attractive so it must make the ads attractive so that it can attract more

customers as well as increase sales.

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10.

BIG BOSS needs a celebrity to endorse the brand


Cumulative

Percent


Agree 67 55.8 55.8 92.5

Neutral 6 5.0 5.0 97.5

Disagree 3 2.5 2.5 100.0

Total 120 100.0 100.0

In terms of an celebrity to endorse a brand is very important for BIG BOSS as from our

survey we know that 55.8% of the total respondents said that using a celebrity will be effective

for BIG BOSS to market its product and increase sales quickly. 36.7% of the total respondents

strongly agree to endorse a celebrity with its brand.

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11.

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BIG BOSS should broadcast TV commercials on a regular basis


Cumulative

Percent


Agree 61 50.8 50.8 94.2

Neutral 3 2.5 2.5 96.7

Disagree 4 3.3 3.3 100.0

Total 120 100.0 100.0

It is very significant for BIG BOSS to broadcast its TV commercials on regular basis to

increase sales and to capture more market share. In our survey we found that 50.8% of the

total respondents said that they agree about regular broadcast of the TV commercials of BIG

BOSS. Besides, 43.3% of the respondents are strongly agreed about the regular broadcast of the

TV commercials.

12.

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Retailers should be offered more discounts to increase sales


Cumulative

Percent


Agree 69 57.5 57.5 74.2

Neutral 16 13.3 13.3 87.5

Disagree 9 7.5 7.5 95.0


Total 120 100.0 100.0

Customers should be offered more discounts to increase sales


Cumulative

Percent


Agree 65 54.2 54.2 78.3

Neutral 5 4.2 4.2 82.5

Disagree 16 13.3 13.3 95.8


Total 120 100.0 100.0

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From the graphs above we can say that BIG BOSS should offer discounts to both retailers

and customers to increase sales. About 57.5% of the total respondents are agreed to offer

discounts to the retailers. On the other hand, about 54.2% of the total respondents said that

discounts should be offered to customers also. So, offering different types of discounts can

make the sales increased and increase the market share as well.

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6.2 Analysis of ANOVA

Hypothesis: Young people purchase energy drink more.

H0: Young people do not purchase energy drink more

H1: Young people purchase energy drink more

Descriptives


N Mean

Std.

Deviation

Std.

Error

95% Confidence

Interval for

Mean

Minimum Maximum

Lower

Bound

Upper

Bound

Daily 19 1.9474 1.17727 .27008 1.3799 2.5148 1.00 4.00

Once a

week

56 2.3571 .96160 .12850 2.0996 2.6147 1.00 4.00

More

than

once a

week

24 2.6667 .91683 .18715 2.2795 3.0538 1.00 4.00

Once a

month

21 3.2857 .71714 .15649 2.9593 3.6122 2.00 4.00

Total 120 2.5167 1.02886 .09392 2.3307 2.7026 1.00 4.00

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ANOVA


Sum of

Squares df

Mean

Square F Sig.

Between

Groups

20.543 3 6.848 7.535 .000

Within

Groups

105.424 116 .909

Total 125.967 119

From the ANOVA test we can see that the significance between the age group and the

frequency of buying the energy drink is not high that is .000 which is less than .05 means highly

significant. So, we can reject the null hypothesis and accept that young people purchase the

energy drink more that the more aged people. The young people who buy energy drink more

are aged between 15-24 years, 25-34 years and 35-44 years. Also the mean value of the young

people is higher.

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Hypothesis: Discounts should be provided only to the frequent buyers

H0: Discounts should not be provided only to the frequent buyers

H1: Discounts should be provided only to the frequent buyers

Descriptives


N Mean

Std.

Deviation

Std.

Error

95% Confidence

Interval for

Mean

Minimum Maximum

Lower

Bound

Upper

Bound

Strongly

Agree

31 2.6452 .95038 .17069 2.2966 2.9938 1.00 4.00

Agree 75 2.3067 .94402 .10901 2.0895 2.5239 1.00 4.00

Neutral 7 2.4286 .97590 .36886 1.5260 3.3311 1.00 4.00

Disagree 5 2.4000 1.14018 .50990 .9843 3.8157 1.00 4.00

Strongly

Disagree

2 1.5000 .70711 .50000 -4.8531 7.8531 1.00 2.00

Total 120 2.3917 .95527 .08720 2.2190 2.5643 1.00 4.00

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ANOVA


Sum of

Squares df Mean Square F Sig.

Between Groups 4.134 4 1.033 1.138 .342

Within Groups 104.458 115 .908

Total 108.592 119

The relationship between the variables: providing discounts and purchasing frequency is

statistically insignificant because the significance is .342 > .05. This relationship is highly

insignificant. So, we cannot reject the null hypothesis thereby we accept that discounts should

not be provided only to the frequent buyers rather to all buyers.

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Hypothesis: Price reduction for the customers will increase the sales

H0: Price reduction for the customers will not increase the sales

H1: Price reduction for the customers will increase the sales

Descriptives


N Mean

Std.

Deviation

Std.

Error

95% Confidence

Interval for

Mean

Minimum Maximum

Lower

Bound

Upper

Bound

Strongly

Agree

29 2.2069 1.17654 .21848 1.7594 2.6544 1.00 5.00

Agree 65 2.2308 1.18281 .14671 1.9377 2.5239 1.00 5.00

Neutral 5 2.4000 1.51658 .67823 .5169 4.2831 1.00 4.00

Disagree 16 2.6875 1.25000 .31250 2.0214 3.3536 1.00 4.00

Strongly

Disagree

5 2.2000 1.09545 .48990 .8398 3.5602 1.00 4.00

Total 120 2.2917 1.19097 .10872 2.0764 2.5069 1.00 5.00

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ANOVA


Sum of


Between Groups 3.057 4 .764 .530 .714

Within Groups 165.735 115 1.441

Total 168.792 119

From the ANOVA test above we can see that the relationship between the reduction of

price for the customers and sales is not statistically significant because the significance value

is .714 > .05 that implies that there is highly insignificant relationship between the variables.

Hence, we cannot reject the null hypothesis and accept that reduction of price only to the

customers will not increase the sales.

Hypothesis: Price reduction for the retailers will increase the sales

H0: Price reduction for the retailers will not increase the sales

H1: Price reduction for the retailers will increase the sales

Descriptives


N Mean

Std.

Deviation

Std.

Error

95% Confidence

Interval for

Mean

Minimum Maximum

Lower

Bound

Upper

Bound

Strongly 20 2.6000 1.04630 .23396 2.1103 3.0897 1.00 4.00

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Agree

Agree 69 2.3188 1.30037 .15655 2.0065 2.6312 1.00 5.00

Neutral 16 1.8750 1.08781 .27195 1.2953 2.4547 1.00 4.00

Disagree 9 2.2222 1.09291 .36430 1.3821 3.0623 1.00 4.00

Strongly

Disagree

6 2.1667 .40825 .16667 1.7382 2.5951 2.00 3.00

Total 120 2.2917 1.19097 .10872 2.0764 2.5069 1.00 5.00

ANOVA


Sum of


Between Groups 4.867 4 1.217 .854 .494

Within Groups 163.924 115 1.425

Total 168.792 119

The above mentioned ANOVA test indicates the relationship between the variables:

reduction of price for the retailers and sales. The significance value is .494 > .05 that implies

that the relationship is highly insignificant. So, we cannot reject the null hypothesis and accept

that reduction of price only to the retailers will not increase the sales.

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Hypothesis: Attractive ads and TV commercials will increase the sales

H0: Attractive ads and TV commercials will not increase the sales

H1: Attractive ads and TV commercials will increase the sales

Descriptives

N Mean

Std.

Deviation

Std.

Error

95% Confidence

Interval for

Mean

Minimum Maximum

Lower

Bound

Upper

Bound

The ads of

BIG BOSS

are

attractive

Strongly

Agree

29 4.0690 1.19317 .22157 3.6151 4.5228 1.00 5.00

Agree 61 2.9836 1.31011 .16774 2.6481 3.3191 1.00 5.00

Neutral 20 2.6000 1.14248 .25547 2.0653 3.1347 1.00 5.00

Disagree 10 3.1000 .99443 .31447 2.3886 3.8114 2.00 4.00

Total 120 3.1917 1.32396 .12086 2.9524 3.4310 1.00 5.00

TV

commercials

are

Strongly

Agree

29 4.2759 .95978 .17823 3.9108 4.6409 1.00 5.00

Agree 61 3.8197 .82681 .10586 3.6079 4.0314 1.00 5.00

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adequate to

attract more

customers

Neutral 20 3.7000 .73270 .16384 3.3571 4.0429 2.00 5.00

Disagree 10 3.6000 .96609 .30551 2.9089 4.2911 1.00 4.00

Total 120 3.8917 .87731 .08009 3.7331 4.0502 1.00 5.00

ANOVA

Sum of


The ads of BIG BOSS are

attractive

Between

Groups

32.046 3 10.682 7.019 .000

Within Groups 176.546 116 1.522

Total 208.592 119

TV commercials are

adequate to attract

more customers

Between

Groups

6.182 3 2.061 2.799 .043

Within Groups 85.409 116 .736

Total 91.592 119

The above ANOVA test describes that the relationship between sales and attractive ads

is highly significant as the significance value is .000. Also, the significance value between sales

and adequate TV commercials is .043 means moderately significant. So, we can reject the null

hypothesis and accept that attractive ads and adequate TV commercials can increase the sales

of BIG BOSS.

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6.3 Cross Tabulation Analysis

Hypothesis: More earning people purchase energy drinks more

H0: More earning people does not purchase energy drinks more

H1: More earning people purchase energy drinks more

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Income

level *

How often

do you buy

any energy

drink

120 100.0% 0 .0% 120 100.0%

Income level * How often do you buy any energy drink

Crosstabulation

Count

How often do you buy any energy Total

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drink

Daily

Once a

week

More

than

once a

week

Once a

month

Income

level

Less

than Tk

5000

1 1 0 0 2

Tk

5001-

Tk

10000

4 6 1 0 11

Tk

10001-

Tk

20000

5 26 11 1 43

Tk

20001-

Tk

30000

8 20 6 8 42

More

than

30000

1 3 6 12 22

Total 19 56 24 21 120

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Chi-Square Tests

Value df

Asymp.

Sig. (2-

sided)

Pearson

Chi-Square

42.219a 12 .000

Likelihood

Ratio

43.357 12 .000

Linear-by-

Linear

Association

24.785 1 .000

N of Valid

Cases

120

In the table above, we came up with a Chi-Square test which is a statistical test used to

determine the probability of obtaining the observed results by chance, under our hypothesis. It

is evident from the Chi Square test that the P-value for this hypothesis test is .000 which is less

than 0.05 (alpha value). Hence we can reject the null hypothesis in favor of the alternative

hypothesis which is ‘More earning people purchase energy drinks more. More earning people

have monthly income starting from TK 10001 to above TK 30000.

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Hypothesis: Adequate TV commercials increase the sales day by day

H0: Adequate TV commercials do not increase the sales day by day

H1: Adequate TV commercials increase the sales day by day


Cases

Valid Missing Total

N Percent N

Percen

t N Percent

Sales of BIG

BOSS is

increasing

day by day *

TV

commercial

s are

adequate to

attract more

customers

120 100.0% 0 .0% 120 100.0%

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Sales of BIG BOSS is increasing day by day * TV commercials are adequate to

attract more customers Crosstabulation

Count

TV commercials are adequate to attract more

customers

Total

Strongl

y Agree Agree Neutral

Disagre

e

Strongly

Disagre

e

Sales of BIG

BOSS is

increasing

day by day

Strongly

Agree

1 1 1 12 14 29

Agree 1 2 15 32 11 61

Neutral 0 2 3 14 1 20

Disagre

e

1 0 1 8 0 10

Total 3 5 20 66 26 120

Chi-Square Tests

Value df

Asymp.

Sig. (2-

sided)

Pearson Chi-

Square

28.458a 12 .005

Likelihood 29.952 12 .003

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Ratio

Linear-by-

Linear

Association

6.393 1 .011

N of Valid

Cases

120

In the above table we conducted a chi-square test to determine the probability of

obtaining the observed results by chance, under our hypothesis. It is evident from the Chi

Square test that the P-value for this hypothesis test is .005 which is less than 0.05 (alpha value).

Hence we can reject the null hypothesis in favor of the alternative hypothesis which is

“Adequate TV commercials increase the sales day by day”

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Hypothesis: Attractive ads increase the sales day by day

H0: Attractive ads do not increase the sales day by day

H1: Attractive ads increase the sales day by day


Cases

Valid Missing Total

N Percent N Percent N Percent

Sales of

BIG BOSS is

increasing

day by day

* The ads

of BIG

BOSS are

attractive

120 100.0% 0 .0% 120 100.0%

Sales of BIG BOSS is increasing day by day * The ads of BIG BOSS are attractive

Crosstabulation

Count

The ads of BIG BOSS are attractive Total

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Strongly

Agree Agree Neutral Disagree

Strongly

Disagree

Sales of

BIG BOSS is

increasing

day by day

Strongly

Agree

2 2 1 11 13 29

Agree 8 21 3 22 7 61

Neutral 3 8 4 4 1 20

Disagree 0 4 1 5 0 10

Total 13 35 9 42 21 120

Chi-Square Tests

Value df

Asymp.

Sig. (2-

sided)

Pearson

Chi-Square

33.452a 12 .001

Likelihood

Ratio

34.537 12 .001

Linear-by-

Linear

Association

9.916 1 .002

N of Valid

Cases

120

In the above table we conducted a chi-square test to determine the probability of

obtaining the observed results by chance, under our hypothesis. It is evident from the Chi

Square test that the P-value for this hypothesis test is .001 which is less than 0.05 (alpha value).

Hence we can reject the null hypothesis in favor of the alternative hypothesis which is

“Attractive ads increase the sales day by day”.

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6.4 Regression Model

Regression analysis is a very significant part of marketing research where the

relationship between the dependent variables and the independent variables are sought out.

The correlation helps to draw important conclusion regarding the research topic as well as the

validity of the entire research procedure. After doing our research on BIG BOSS, we have

identified one dependent variable, “Reduction on price will lead higher demand (sales)’.

Relationship between these independent variables with the single dependent variable has helped us

form an interesting insight about future potentiality of BIG BOSS.

Coefficientsa

Model

Unstandardized

Coefficients

Standardize

d

Coefficients

t Sig.

95.0%

Confidence

Interval for B

B

Std.

Error Beta

Lower

Bound

Upper

Bound

1 (Constant) 5.295 1.174 4.509 .000 2.967 7.624

Price if BIG

BOSS is

higher

compared

to other

-.321 .140 -.219 -

2.295

.024 -.599 -.044

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energy drink

Price is

justified

according to

the quality

-.197 .133 -.139 -

1.485

.140 -.460 .066

BIG BOSS

has value

for money

-.131 .069 -.173 -

1.904

.060 -.267 .005

BIG BOSS

should

lower its

price

.265 .090 .256 2.924 .004 .085 .444

The ads of

BIG BOSS

are

attractive

-.027 .088 -.030 -.307 .759 -.202 .148

Price

discounts

should be

offered to

customers

and retailers

-.340 .142 -.228 -

2.405

.018 -.621 -.060

BIG BOSS

needs a

celebrity to

endorse the

brand

-.076 .159 -.043 -.476 .635 -.390 .239

BIG BOSS .140 .155 .082 .903 .369 -.168 .448

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should

broadcast

TV

commercials

on a regular

basis

TV

commercials

are

adequate to

attract more

customers

-.287 .126 -.211 -

2.269

.025 -.537 -.036

Retailers

should be

offered

more

discounts to

increase

sales

-.109 .107 -.091 -

1.014

.313 -.322 .104

Customers

should be

offered

more

discounts to

increase

sales

-.011 .096 -.010 -.113 .910 -.202 .180

Target

market

should be

.096 .087 .099 1.098 .274 -.077 .269

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solely youth

basis

Dependent variable: Reduction in price will lead to higher demand

The hypothesis for our regression analysis is as follows:

HO: There is no relationship between the variables

H1: There is statistically significant relationship between the variables

Price of BIG BOSS is higher compared to other energy drinks

The independent variable is significant as significance value as the P-value is .024 < .05 so, we

can definitely reject the null hypothesis and accept the alternative. This means, the variable has

statistically significant relationship in between, if everything else remains constant.

Price is justified according to the quality

The independent variable is significant as significance value as the P-value is .140 > .05 so, we

cannot reject the null hypothesis and accept the null. This means, the variable has statistically

insignificant relationship in between, if everything else remains constant.

BIG BOSS has value for money




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BIG BOSS should lower its price




The advertisements of BIG BOSS are attractive




Price discounts should be offered to customers and retailers




BIG BOSS needs a celebrity to endorse the brand




BIG BOSS should broadcast TV commercials on a regular basis

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TV commercials are adequate to attract more customers




Retailers should be offered more discounts to increase sales




Customers should be offered more discounts to increase sales




Target market should be solely youth basis




Now we can arrange the estimated coefficients of the regression line in this way, therefore

Y= - .321X1 + .265X2 - .340X3 - .287X4

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Here,

Y: Reduction in price will lead to higher demand

X1: Price of BIG BOSS is higher compared to other energy drinks

X2: BIG BOSS should lower its price

X3: Price discounts should be offered to customers and retailers

X4: TV commercials are adequate to attract more customers

Model variability

Model Summary

Model R

R

Square

Adjusted

R Square

Std.

Error of

the

Estimate

1 .509a .259 .176 1.08106

a. Predictors: (Constant), Target market should be solely youth basis, Price discounts should be

offered to customers and retailers, BIG BOSS should lower its price, Customers should be

offered more discounts to increase sales, BIG BOSS needs a celebrity to endorse the brand, BIG

BOSS should broadcast TV commercials on a regular basis, BIG BOSS has value for money, Price

is justified according to the quality, Retailers should be offered more discounts to increase

sales, TV commercials are adequate to attract more customers, Price if BIG BOSS is higher

compared to other energy drink, The ads of BIG BOSS are attractive

ANOVA

ANOVAb

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Model

Sum of

Squares df

Mean

Square F Sig.

1 Regression 43.741 12 3.645 3.119 .001a

Residual 125.050 107 1.169

Total 168.792 119

a. Predictors: (Constant), Target market should be solely youth basis, Price discounts

should be offered to customers and retailers, BIG BOSS should lower its price,

Customers should be offered more discounts to increase sales, BIG BOSS needs a

celebrity to endorse the brand, BIG BOSS should broadcast TV commercials on a regular

basis, BIG BOSS has value for money, Price is justified according to the quality, Retailers

should be offered more discounts to increase sales, TV commercials are adequate to

attract more customers, Price if BIG BOSS is higher compared to other energy drink, The

ads of BIG BOSS are attractive.

b. Dependent Variable: Reduction of price will lead to higher demand

R2=0.0259

We found R2 value is 0.0259 which means 25.9% variation in dependent variable

(Sales/demand of BIG BOSS) is explained by the variability in independent variables

along the estimated regression.

Let us present the hypothesis again:

HO: There is no relationship between the variables

H1: There is significant statistical relationship between the variables

The F test tells us about the level of significance of at least one of the variables. Here our

P-Value according to ANOVA is .001, which is statistically significant as it’s lower than

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0.05. So, the null is rejected and the model is valid. The conclusion we can draw is that

there is significant relationship between the dependent and independent variables.

6.5 Factor Analysis

Total Variance Explained

Compo

nent

Initial Eigenvaluesa

Extraction Sums of

Squared Loadings

Rotation Sums of

Squared Loadings

Total

% of

Varia

nce

Cumula

tive %

Tota

l

% of

Varia

nce

Cumula

tive % Total

% of

Varia

nce

Cumul

ative

%

Raw 1 3.08

3

50.04

2

50.042 3.08

3

50.04

2

50.042 2.926 47.49

1

47.49

1

2 1.63

1

26.47

4

76.516 1.63

1

26.47

4

76.516 1.788 29.02

5

76.51

6

3 .819 13.29

2

89.808

4 .439 7.130 96.937

5 .189 3.063 100.00

0

Rescal

ed

1 3.08

3

50.04

2

50.042 2.58

0

51.60

5

51.605 2.516 50.32

9

50.32

9

2 1.63 26.47 76.516 .961 19.21 70.822 1.025 20.49 70.82

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1 4 7 3 2

3 .819 13.29

2

89.808

4 .439 7.130 96.937

5 .189 3.063 100.00

0

KMO and Bartlett's Testa

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy.

.695

Bartlett's Test of

Sphericity

Approx. Chi-Square 224.054

df 10

Sig. .000

a. Based on correlations

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Communalities

Raw Rescaled

Initial Extraction Initial Extraction

Age of the respondents 1.059 .917 1.000 .866

Profession of the respondents 1.511 1.264 1.000 .836

Income level .899 .492 1.000 .547

When you go for buying any

energy which one come to

your mind first

1.780 1.772 1.000 .995

How often do you buy any

energy drink

.913 .270 1.000 .296

Extraction Method: Principal Component Analysis.

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Component Matrixa

Raw Rescaled

Component Component

1 2 1 2

Age of the respondents .930 -.230 .904 -.223

Profession of the

respondents

1.070 -.345 .870 -.280

Income level .685 -.149 .723 -.157

When you go for buying

any energy which one

come to your mind first

.578 1.199 .433 .899

How often do you buy

any energy drink

.520 -.018 .544 -.019


a. 2 components extracted.

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Rotated Component Matrixa

Raw Rescaled

Component Component

1 2 1 2

Age of the respondents .953 .089 .927 .087

Profession of the

respondents

1.124 .027 .914 .022

Income level .696 .085 .734 .090

When you go for buying any

energy which one come to

your mind first

.152 1.322 .114 .991

How often do you buy any

energy drink

.497 .154 .520 .161


Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 3 iterations.

Factor analysis is a statistical method used to describe variability among

observed variables in terms of a potentially lower number of unobserved variables

called factors. In other words, it is possible, for example, that two or three observed variables

together represent another, unobserved variable, and factor analysis searches for these

possible combinations. The observed variables are modeled as linear combinations of the

potential factors, plus "error" terms. The information gained about the interdependencies

between observed variables can be used later to reduce the set of variables in a dataset.

In this factor analysis, we found that KMO (Kaiser-Meyer-Olkin Measure of Sampling Adequacy)

value is 0.695 which is greater than 0.05 that means it is statistically significant and we should

continue the test. Moreover, Bartlett's Test of Sphericity level of significance is 0.000, which is

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highly statistically significant. Now from ‘Rotated Component Matrix’ we can conclude the

following relationship:

1. “Age of the respondents” and “Profession of the respondents”

2. “When you go for buying any energy drink which one comes to your mind

first” and “How often do you buy an energy drink”.

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7. Recommendation

From the above report, we observe that most of the respondent is not satisfied with the

promotional activities of BIG BOSS. Therefore, we recommend that our industry should be-

Advertisement is the most effective media for increasing sales.

Most of the respondents prefer regular pack

Price should be low.

There must have regular TV commercials.

TV commercials should be adequate so that it can attract the consumers’ insight.

Different types of promotional discounts should be launched for both retailers ans

customers

Last but not the least TV commercials and other promotions must be attractive to the

consumers.

8. Limitations of the study

It might be difficult to collect data from the competitors and retailers due to

confidentiality and time consumption. The study was limited by a number of factors. Firstly the

research was limited only in Dhaka city. Second, there are vast amount of information and

write-ups relating to the topics of this research that are present in the internet and various

other sources, but it were not possible to gain access to many such information. So missing out

some important aspects of the discussed topics can be a possibility. Thirdly, the time

constraints for this study and also the limited knowledge of the research may be considered as

limitations.

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9. Conclusion

Partex Beverage Limited, the innovative marketer of soft drinks in our country. Partex is

the first company in our domestic market, which launched soft drinks in plastic bottles.

Undoubtedly, it was a landmark in the beverage industry. By following the path of innovation &

uniqueness Partex Beverage Ltd. wants to enter the energy drinks market & to provide the

consumers a colorful experience. To turn this dream into reality I worked hard for analyzing the

current scenario of energy drinks market. I worked hard to find out the reasons why the sale of

BIG BOSS is being declined and the ways to regain its market position. I think my

recommendations might work to fulfill the objectives of the research.

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10. Bibliography

Different websites:

http://www.thefinancialexpress-bd.com/more.php?news_id=83646

http://www.thedailystar.net/newDesign/print_news.php?nid=109504

http://www.bangladeshiproducts.com/products.php?category_id=&sub_cat_id=131

http://www.thefinancialexpress-bd.com/2008/02/19/25840.html

http://www.thedailystar.net/newDesign/news-details.php?nid=134904

http://www.thedailystar.net/story.php?nid=25866

http://positivebangladesh.wordpress.com/2008/07/11/soft-drinks-market-in-bangladesh-

recovering/

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http://positivebangladesh.wordpress.com/2008/07/11/soft-drinks-market-in-bangladesh-recovering/

http://positivebangladesh.wordpress.com/2008/07/11/soft-drinks-market-in-bangladesh-recovering/

http://www.thedailystar.net/story.php?nid=25866

http://www.thedailystar.net/newDesign/news-details.php?nid=134904

http://www.thefinancialexpress-bd.com/2008/02/19/25840.html

http://www.bangladeshiproducts.com/products.php?category_id=&sub_cat_id=131

http://www.thedailystar.net/newDesign/print_news.php?nid=109504

http://www.thefinancialexpress-bd.com/more.php?news_id=83646

41 32 5

1 2 3 4 5

1 1 1 1 1

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11.Appendix

Questionnaire

(This survey is being undertaken to analyze the market potential of “BIG BOSS” –an energy drink manufactured by

Partex Beverage Limited. The information provided here will not be disclosed publicly and the information about

the respondents hereby will also be kept classified. Please provide your valuable response to every question

because your opinion does matter to us.)

Part A

1. Age a. 15-24 years b. 25-34 years c. 35-44 years d. 45-54 years e. 55 years and above

2. Profession a. Student b. Private Sector c. Government Sector

d. Entrepreneur e. Other______

3. Income level a. less than Tk 5,000 b. Tk 5,001 – Tk 10,000 c. Tk 10,001 – Tk 20,000 d. Tk 20,001 – Tk 30,000 e. More than 30,000

4. When you go for buying energy drink which name come to your mind first?a. BIG BOSS b. TIGER c. SPEED d. BLACK HORSE e. POWER

5. How often do you buy any energy drink?a. Daily b. Once a week c. More than once week

d. Once a month e. Never

6. Where do you live in Dhaka ------------------------------------------------------------------------------------

Part B

(Price related)

Please tick on the box below each question that represents: 1= Strongly Agree, 2= Agree, 3= Neutral, 4= Disagree, 5= Strongly Disagree

7. Sales of BIG BOSS is increasing day by day

8. Price of BIG BOSS is higher compared to other energy drinks.

9. Price is justified according to the quality.

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1 2 3 4 5

2 52 2 5

2 2 2 2

2 2 2 2 2

2 2 2 2 2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

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10. Reduction of price will lead to higher demand.

11. BIG BOSS has value for money. 2

12. BIG BOSS should lower its price.

Part C(Promotion related)

Please tick on the box below each question that represents: 1= Strongly Agree, 2= Agree, 3= Neutral, 4= Disagree, 5= Strongly Disagree

13. The advertisements of BIG BOSS are attractive.

14. Price discounts should be offered to customers and retailers.

15. BIG BOSS needs a celebrity to endorse the brand.

16. BIG BOSS should broadcast TV commercials on a regular basis.

17. TV commercials are adequate to attract more customers.

18. Retailers should be offered more discounts to increase sales.

19. Customers should be offered more discounts to increase sales.

20. Target market should be solely youth basis.

Thank you

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Documents

Big Boss Final Report