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TOPIC NAME
GLOBAL BEVERAGE
COMPANY LIMITED
BLACK AND WHITE
NAME
ID
PROGRAM
SECTION
LEON MOLLA
10302062
BBA
B
Md.FAISAL AHMED
10302061
BBA
B
MAHMUDUL AMIN
APEL
10302060
BBA
B
MEHEDI HASAN ARIF
10302063
BBA
B
Md.Rasheduzzaman
10202107
BBA
B
EXECUTIVE SUMMARY
The Project matter in this report is to
find the different marketing mix(
product, price, place and promotion)
of a particular company. And how that
company applies their marketing mix’s
to achieve their respective goals and
objectives
Research Method
Our research method is quite different that
ensure our research result’s accuracy. We
went to the company couple of times to
collect data. Moreover we collected data
from other different sources , from
magazines, sometime from the internet.
INTRODUCTION
The purpose of making this report is to find out
different marketing mix strategies of a new soft
drink company “Virgin”. How virgin is applying
different marketing mix strategies to run their
business and ultimately to reach their goals and
objectives.
COMPANY BACKGROUND
GLOBAL BEVERAGE COMPANY LIMITED
(GBCL) was formed under the companies act
of Bangladesh in 1995. Youth group one of
the rapidly emerging conglomerates In
Bangladesh introduced “Virgin soft drinks” in
Bangladesh in November through the name
of the GBCL under an exclusive franchise
agreement with the Virgin Enterprises limited
of the UK for manufacturing and marketing its
beverage brands within Bangladesh territory.
Management team
Leading or Staffing
Work- related
Stress In Management
Organization Structure
Organization structures the set of elements
that can be used to configure an
organization. Job design is an important
factor of organization structure.
Capital Required
Supply of capital from The Premier Bank
Monthly Savings Scheme (MSS).
Fixed Deposit.
Savings Account.
Special Deposit Scheme (SDS).
Monthly Income Scheme (MIS).
Mission of the company
Virgin is already a very popular soft drink
in Bangladesh. It has been relatively
successful in gaining and capturing a very
good percentage of market shares within a
very short period. Even though it was
formed in late 1999, by 2002 it has
covered 10% relative market share of the
total soft drinks market
VIRGIN’S TARGET GROUP
12 years to 25 years young people and 18-30
age of women who are health conscious. That is
why there advertisements, stickers, posters,
billboards are designed in that manner. It is for
there three different regular drinks. For there
three different regular drinks. For the Diet virgin
their target group is the health conscious people
of the society and a BT aged group of (1830).Their strong emphasis is on saying “The
drink that provides you only 1 calorie” .
Virgin consider as the key of
success
Virgin as a successful manufacturer in soft
drink company considers several things to
key of their success. Those are employee
management relationship, dealers
marketer relationship. They built an image
by differentiating products in colors which
consider as the working motivationpromotion tool of the company.
QUALITY OF VIRGIN PRODUCT
Virgin maintains international standard on
its quality management system to ensure
reliable quality of product and service. It
always tries to improve its standard and
quality through TQM (Total Quality
Management). As a local representative of
Virgin (UK), GBCL is always strict about
her quality.
All the machineries, equipments and raw
materials are imported and maintained
according to the international standard as
guided by the Mother Company. As a
franchiser, Virgin (UK) looks after the
product quality and quality of the raw
materials for Global beverage.
MARKET POSITIONING
The positioning map is a graphical
expression of products position comparing to
the other existing competitors. It reflects how
the company positions it product to the
market and the response of the customers in
terms of perceiving the determinants
attributes of the product . Positioning is
differentiated on the basis of determinant
attributes that a company determines for the
products. Differentiation is of different types .
Virgin position it’s product in a
different way . Where there were
no can drink in 1998 they produce
it and positioned it’s produce in a
different way . The differential
product’s picture can be found our
report .
TRANSPORTATION SYSTEM OF VIRGIN
Incase of transportation distribution channel
plays a vital rule. Because virgin bring their
products from the factory which is in
“Gazipur” to the warehouse by their own
transportation cost. After then from their
warehouse most of the time resellers buy the
products and take those to respective places
by their transportation. That means most of
the time resellers manage their own
transportation to bring the products
manufacturers warehouse to the final
consumers.
Product variety
Names :
Virgin Cola
Virgin Blue
Virgin Orange
Virgin White
Flavors :
Cola Flavored
Lemon Flavored
Orange Flavored
Diet Flavored
They have also introduced some
additional new flavors. They are:
Virgin Ping :
Virgin Yellow
Flavored
Virgin Cool Blue
Flavored
Grapfruit Flavored
Passion Fruit
Tutti Frutty
Name
Size
1. Virgin Red 250ml can, 500ml pet, 1000ml pet, & 1500ml pet
2. Virgin Blue
250ml can, 500ml pet, 1000ml pet, & 1500ml
pet
3. Virgin Orange 250ml can, 500ml pet, 1000ml pet, & 1500ml
pet
4. Virgin White 250ml can, 500ml pet, 1000ml pet, & 1500ml
pet
5. Virgin Pink
only in 500ml pet
6. Virgin Yellow only in 500ml pet
7. Virgin Cool Blue only in 500ml pet
Virgin (as
manufacturer)
Final
Consumer
Channel
level
Retailers
Wholesalers
Methodology
For prepare this report we collected
information from Collected information from Internet source.
Collected information from some elder
brothers.
Some data collected from Understanding
Business books.
From newspaper we collected information.
Analysis
After collecting all the data we had
analyzed our data
Company should provide faster service to
customer.
Increase advertisement in TV, newspaper
etc.
Company should provide cheap rate of
product.
Increase transport system to distribute
product.
Increase their capital.
Communicate to the top management and
bottom management.
Build up a HRM (Human resource
management) Department.
Increase their marketing and selling also.
Increase number of distributors of the
product.
CONCLUSION
THANK YOU
EVERY ALL.