INTRODUCTION TO THE REPORT Businesses that succeed do so by creating and keeping customers. They do this by providing better value for the customer than the competition. Marketing constantly have to assess which customers they are trying to reach and how they can design products and services that provide better value. Today’s competitive and free business world Marketing is the essence for any organization. In these days successful companies all levels have one thing in common that is they are strongly customer focused and heavily committed to marketing. For many business firms, a common important goal is the long-term increase in the value of their common stock. Every manager must have an effective marketing strategy. Marketing is more than any other business function that deals with customers. Understanding, creating, communicating, and delivering customer value and satisfaction are the very heart of modern marketing thinking and practice. In this term paper we have tried to understand marketing in practice by studying the marketing process and strategies followed by marketing department of Partex Beverage Ltd. Page | 1
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INTRODUCTION TO THE REPORT
Businesses that succeed do so by creating and keeping customers. They do this by providing
better value for the customer than the competition. Marketing constantly have to assess which
customers they are trying to reach and how they can design products and services that provide
better value. Today’s competitive and free business world Marketing is the essence for any
organization. In these days successful companies all levels have one thing in common that is they
are strongly customer focused and heavily committed to marketing. For many business firms, a
common important goal is the long-term increase in the value of their common stock. Every
manager must have an effective marketing strategy. Marketing is more than any other business
function that deals with customers. Understanding, creating, communicating, and delivering
customer value and satisfaction are the very heart of modern marketing thinking and practice. In
this term paper we have tried to understand marketing in practice by studying the marketing
process and strategies followed by marketing department of Partex Beverage Ltd.
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Profile of Partex Beverage Ltd:
Partex Group is one of the largest among the numerous Bangladeshi private sector
manufacturing and service-based enterprises, owning and operating over twenty starategic
business units ranging from board mills to real estate. The group started modestly in 1962
venturing in tobacco trading and with prudent entrepreneurship of founder Chairman Mr. M.A.
Hashem, today they have a stake in various industries such as tobacco, food, water, soft drinks,
steel container, edible oil, wooden board, furniture, cotton yarn and the IT sector. Starting out in
importing, the group later focused on manufacturing as well. In 1994, Mr. M. A. Hashem visited
an International Trade Exhibition in the US, where he happened to meet some of the executives
of Royal Crown Cola Co. International. From then on he started conceptualizing the idea of
“RC” beverage in Bangladesh.
Mission Of The Partex Beverage Ltd:
A mission is that which a company wants to accomplish in large environment on it produces for
its customer. Partex beverage mission have each of the following points:
With international brand name recognition and quality Partex beverage expected that it
would gain acceptability in the Bangladesh market.
Partex beverage want to provide Bangladesh people different types beverage
The value of a business is basic, often in-stated, beliefs of the people who work in the
business. The management Partex Beverage Company believes that they can 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 of Partex Beverage Ltd:
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The Sky is not the limit for us, but the expectation of the company is within limits. Therefore,
their imagination soars beyond conventional barriers. We want to share or destiny with our
beloved motherland. They want to serve her in the greater quest for national uplift.
To sincere travelers, the way is never too long. The
company believes in "progress in diversity and service
through entrepreneur". They are merchants and
missionaries, doers and dreamers, entrepreneurs and
professionals and are futuristic with emphasis on
creating thinking and dynamic action.
Objective of The Partex Beverage Ltd:
Objective set out what the business is trying to achieve. Objectives of this company are:-
To Provide value at an economic cost.
To become the market challenger of
beverage industry of Bangladesh
Aim to return on investment of at
Least 20%.
To achieve at least 75% customer
awareness of our brand in our target
markets.
To make their product highly
Available.
The entire objective that is set by partex beverage ltd. is combined of specific, measurable,
achievable, relevant, time bound.
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Concentration In this
segment
Partex Beverage SWOT analysis:
SWOT analysis means an overall evaluation of the Company’s strength, weakness, opportunities
and threats. We analysis the SWOT of Partex Beverage Ltd which is given below with matrix:
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Partex Beverage Ltd’s SWOT Analysis:
StrengthsOpportunitiesWeaknessesThreats
Figure 1.1: SWOT analysis matrix
Strength:
Partex Beverage is among the large Bangladesh private sector manufacturing and service
based enterprise Today they have stake in tobacco, food, water, soft drinks etc. with
international brand name recognition and quality partex beverage expected that it would gain
acceptability in the Bangladesh market their product soft drinks, like RC, mineral water like,
MUM are creates a strong place in the market RC has its own factory in savar At the very
beginning they used latest technology, international quality controlled , of course our cheap
labor to produce complete product at lowest price in drinking water mum creates a
unbelievable position they hold 60% of the market share while fresh and other companies
hold rest of the share major strength of the Partex beverage is fund they can easily collect
money as they are large company they get easily loan from the bank
Some major strength of the partex Beverage is
Large company
Enough fund
Cheap labor
Different types of product
Domestic product
Generally available to the nearest retailer
Opportunity:
Bangladesh is a country where young people are very fond of soft drink besides, this as a Muslim
country most of the people do not like hard drinks so the people likes to serve soft drinks in any
party on the other hand, as the people of Bangladesh are not loyal so most of the go for cheaper
one In this way RC has a great opportunities to sell their product among people Bangladesh is a
tropical country so in summer season it becomes very hot people go for soft drink during
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summer people buy soft drink frequently during this time if Partex beverage supply their drinks
at economic cost then they can achieve their target share People are more concern about their
health while they go outside they like to use mineral water to achieve a market share of 30% of
beverage industry within next two year to make their product highly available
The concern authority collect information from the market through survey or advertising
agency but still some opportunities are exit for partex beverage such as
Changing customer taste
Adding new flavor
Targeting new geographic area
Weakness:
The development of the product mainly depends on the decision from USA as they are
franchisee if they do not give the permission for changing they cannot do it Partex
Beverage can not gain the advantages to global advertising as like as Pepsi is doing.
One of the major weakness of partex beverage is geographical area is limited only
Nepal ,Bangladesh is the main market of the partex beverage in contrast , coca-cola and
Pepsi have international wide market Coca-cola and Pepsi has the high brand equity but
partex beverage cannot achieve this brand equity but they are trying
Threat:
Threat-Pepsi has covered worldwide international event like World cup foot ball, Cricket
world cup during this time It’s demand rising internationally it also affect the customer of
Bangladesh.
On the other hand Partex beverage has not sponsored any huge international event now a
day’s price of raw materials is increasing it affect the price of the product
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Concentration In this segment
Competitor Analysis:
The core product of Partex Beverage is soft drinks and mineral water. Partex Beverage has many
competitors. Some of them are foreign and some are domestic. Though it has a good position in
market it has many competitors for some specific products. The major competitors of Partex
beverage are:
Competitors of Partex Beverage Products:
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Comparative analysis among other beverage company specially Coca-cola and Pepsi and other mineral water company.
Product list Product name Name of the competitors
1. RC Cola Pepsi, Coca Cola, Mojo, Uro
Cola, Virgin Cola.
2. RC Lemon Clemon, Lemu, Lemon 7up.
3. RC Orange Fanta, Merinda.
4. Big Boss Speed, Tiger, Black horse,
Black Panther.
5. Mum (Drinking mineral
water)
Fresh, Pran, Acme, Jibon,
Spa.
Figure 1.2: Competitors of Beverage Products
Competitors of mum mineral water
Partex beverage has only one mineral water. This name is Mum mineral water. It achieves the
leading position in mineral water market. The competitor’s of mum mineral water is given
below:
1. Fresh mineral water :
Fresh mineral water is the major competitor of mum. It’s marketed by Meghna group. Fresh
achieved the second position. Its market share is lower then mum. Though the price of mum
is higher then fresh, people like mum best.
2. Pran mineral water :
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It is a good competitor of mum mineral water. It placed the third position on market. It is a
well known product. It is marketed by Pran food products ltd.
3. Acme mineral water :
It is a weak competitor of mum mineral water. It is a product of Acme group. It placed the
fourth position in market.
4. Jibon mineral water :
The market share of Jibon mineral water is lower then mum. The price of jibon mineral water
is lower then mum. But people buy mum more.
Competitors of RC cola and Upper 10
RC cola is a renowned soft drinks company in Bangladesh. After the success of RC cola
Partex Beverage introduce a new product named Upper 10. But can not get a good position
in market because of strong competitor. The names of those competitors are given below.
1. Coca Cola and Sprite :
These are the product of Tabany beverage. Coca Cola get the number one position in market.
It is famous soft drinks on all over the world.
2. Pepsi and 7Up:
Pepsi and 7up is marketed by Transcom beverage. It achieved the second position. Its also
famous foreign drinks in the world.
2. Mojo and Uro cola:
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These products are the domestic competitor of RC Cola. Mojo is marketed by Akij
group. Now they are trying to get a good position in the market.
.
Competitors of Big Boss:
Recently partex beverage launched a new product called big boss. It tastes is different then
other. It also can not get a good position in market. It has some strong competitor. Those are
given below.
1. Speed:
Speed has the more market share among in such of products. It is a product of akij group.
2. Tiger:
Tiger placed the second position. Its markets share is more then big boss. Previous tiger was
in first position.
3. Black horse:
Its market share is similar to big boss. Big boss and black horse have the lowest market share
of these types of products.
Competitors of RC lemon
RC lemon is lemonade drinks. It has a good market share. It has also some competitors those
are given below.
1. Clemon:
It is the major competitor of Rc lemon. Its market share is lower then Rc lemon. It is
marketed by akij group.
2. Lemu:
It is also a competitor of Rc lemon. Is market share is very low. It is a weak competitor.
3. Lemon 7Up:
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It’s a new product. Its market share is increasing rapidly.
Graphical Analysis of market share according to competitors:
:
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%43%
30%
21%
6%
Tabani Beverage
Partex Beverage
Transcom
Globe Drinks Ltd.
Virgin Drinks
Market Share
Figure 1.2: Graph of Market Share
In this graph we can see that Partex Beverage is the second position with 30% market share this
share mostly cover drinking water MUM. This is leading products in the beverage market. The
main competitors of Partex Beverage is Tabani Beverage which contains 43% market share.
Second competitors of this company is Transcom which cover 21% market share. And the other
weak competitors like Globe Drinks and Vergin Drinks with 6% market share.
Overall the position of partex beverage is not so good, but not bad than it’s strong