Bangladeshi Soft Drinks Market Essay Example

Bangladeshi Soft Drinks Market Paper Soft Drings Executive Summary The purpose of this term paper was to focus on carbonated beverages (Pepsi and Mojo Cola). Theterm paper represents the different types of marketing activites undertaken by both products tohold customers of BangladeshThis report also gives an overview of beverage industry in Bangladesh and also an overview of  Pepsi and Mojo colas parent companies. 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. 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 itsconsumer because of the high quality and intensive distribution in every nook and corner of thecountry. 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 foreigncountries. The quality is very strictly controlled. At every stage, non standard products are rejected. On the other hand Pepsi Co. is a multinational company. We will write a custom essay sample on Bangladeshi Soft Drinks Market specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Bangladeshi Soft Drinks Market specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Bangladeshi Soft Drinks Market specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Originated in The USA Carolina in 1898. Since then it has been able to stay in competition with its biggest rival Coca-Cola. Pepsi, now is aworldwide brand and consumed by millions of people. Pepsi was introduced in Bangladesh byTranscom Group. As a corporate citizen Pepsico believes it has a responsibility to contribute to thequality of life in our communities. Transcom Beverage Ltd has put into action this philosophythrough support of social agencies, projects and programs and the scope of this support is extensiveand it has not been difficult to blend with this philosophy since the TRANSCOM group alsofollowed such a corporate ideology Chapter:1 1. 1: INTRODUCTION (Beverage industry of Bangladesh) After independence of Bangladesh the food habit of people has been changed a lot. Besides our  traditional food consumer of Bangladesh like to take western food also after 1980s. As a result of  global marketing this was not too hard for the consumers. Different foreign food companies wereestablished in Bangladesh. Beverage industry is one of them. But more interestingly we don’tknow beverage is also our cultural food because beverage doesn’t mean only carbonated drinks. Yoghurt, soup and lacchi are also beverage of our own tradition which consumed for the last 100years in Bangladesh. But carbonated beverage is new in Bangladesh and today our research is oncarbonated beverage market in Bangladesh and consumer reaction to it. Carbonated beverage entered into our market in the later part of 1980. At that time there were onlyfew companies in Bangladesh. But by the change of time and western culture influences it’s  become very popular in Bangladesh. By year 2000 more than 12 Beverage Company operating  business in Bangladesh and most of them are foreign companies. Bangladesh Beverage: 2006)At present there are 19 beverage companies operating business in Bangladesh. They are: 1. Transcom Beverage Ltd. 2. Sun Crest Beverage Industries Ltd 3. Abdul Monem Limited 4. K. Rahman and Company 5. Eastern Beverage Industries Ltd. 6. Sanowara Drinks and Bev. md. Ltd. 7. Asia Business Ltd. 8. Desh Beverage Co. Ltd 9. Northern Beverage Ltd. 10. National Be verage Industries Ltd. 11. Bridge Corporation Limited 12. Tezarat Enterprise 13. Southern Beverage Ltd. 14. K. Rahman and Company 15. Bangladesh Beverage Ind. Ltd. 16. Dhaka Beverage Industries Ltd 17. Sunny Foods and Beverage Ltd. 18. Tabani Beverage Co. Ltd. 19. K. Rahman and Company 1. 2: Akij Food Beverage Ltd: 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. 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 itsconsumer because of the high quality and intensive distribution in every nook and corner of thecountry. 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 strictlycontrolled. At every stage, non standard products are rejected. 1. 3: Transcom Beverage limited: On the basis of an exclusive Franchise for Bangladesh from Pepsico USA, TBL acquired threemodern bottling plants at Dahaka, Chittagong and Bogra from BBIL Dhaka; Chittagong and NBIL,Bogra; in March 2000. TBL manufactures the famous range of beverages-Pepsi, 7up, Mirinda. As a corporate citizen Pepsico believes it has a responsibility to contribute to the quality of life in our  communities. TBL has put into action this philosophy through support of social agencies, projectsand programs and the scope of this support is extensive and it has not been difficult to blend withthis philosophy since the TRANSCOM group followed such a corporate ideology. Chapter:2 2. 1: OBJECTIVE OF THE STUDY This term paper would focus on market segmentation, marketing mix, consumer attitudes towards  beverage drinks of Bangladesh (i. e. Mojo and Pepsi). It should be noticed that this report has beenmade in the context of Bangladeshi market and different segmentations and promotional activitesanalyzed in this report are solely based on the Bangladeshi consumers’ perspective . E. g. It willdiffer from country to country. If Mojo becomes multinational and goes to countries like K. S. A,Libya, The U. S. A, The U. K. Then the current activities undertaken by Mojo has to be changed inorder to stay in worldwide competition. Because, cultures vary from country to country. 2. 2: Source of information Due to limited time maximum data were collected from theinternet, shop to shop survey was done in order to estimate the sales of these beverages. 2. 3: Limitation The major drawback while preparing this report was inadequate time; as a resultthe report lacks some potential information. Moreover, due to class schedule clash in depthresearch on the topic was hampered. Some informations were not disclosed by Mojo dealers(Palashi, Azimpur) as they considered these informations to be confidential. Information on Pepsi was gathered from the internet and local shops as Pepsi is a multinational company. Adequateinformation about Pepsi is not available from the context of Bangladesh. Chapter:3 3. 1: Mojo (Information): Mojo, is a brand of Akij Food and Beverage Ltd. , a sister concern of  Ã‚  prominent group of companies of Bangladesh, Akij Group. In the year 2007 Mojo was themarket challenger in Bangladeshi cola market with a sales of about 52 crores BDT. The brandwas launched in 14th April, 2005 targeting the youth of Bangladesh who like the Bangladeshitrends. All there years, Mojo is doing quite good in the market and competing well with other  Ã‚  brands. Mojos pricing is its advantage but it has to improve its image product quality. Unfortunately, Mojo is lagging behind due to inadequate promotional activities. E. g. Slogan,names meaning etc. It has also failed to communicate its own positioning the target consumers. However, still now Mojo has the potential to recover its own position (according tosurvey). Consumer behaviour such as perception, attitude, self-orientation and life style, thisreport has found out some drawbacks and recommended some affective strategies to recover  those issues successfully. 3. 2: Market Situation Mojo is not far behind in order to anticipating the current market situation. After being inthe introduction stage for a short period of time Mojo is successfully now in the growthstage and doing well for its good eminence and unique marketing effort. With theintention of increasing sale and obtaining market share Mojo is targeting and creating awell company position into the market. To collect information regarding market, service  performance, competition and distribution Mojo is always developing promotionalstrategies, campaigns and carrying out market surveys. 4 April 2010, Mojo arranged afair and the duration was three days. It was held on field of Pranthapoth. They welcomedthe Bangla year 1417 very nicely. Because who had a bottle of Mojo, then that persongot the entry in the concert without any ticket. 3. 3: Target Market Most of the soft drink companies are now targeting the young generation and indeed this is the besttarget for any soft drink companies. Keeping this thing on mind Mojo has decided to targetespecially the young generation along with the people from various types of socio-economicclasses. Akij Group is now offering extensive distribution channel in order to capture and makesure the proper distribution of Mojo so that young generation can easily avail it where ever they arein the country. Last time we saw in Mojo advertise that an old couple were sharing a bottle of Mojo. So, they cleared that it is not only a product for the young people but also their target is alsosenior citizens. Though Mojo is hardly preferred by Old aged people. PROFILE OF THE TARGET MARKET Cola drinks usually follow an undifferentiated marketing strategy to target their consumer. Keeping this fact in mind, we conducted a sample survey by selecting random sample fromdifferent places. The following discussion will attempt to analyze the profile of the target market  based on the sample group. 3. 4: Demographic Factors Age Age is the major determinants in targeting the consumers. MOJO reflects the Bangladeshi cultureand it represents youth. From our survey, we have found that MOJO is most preferred in the agegroup between 20-25 years (85% of 100). Moreover, the least MOJO preference comes fromtwo age groups: 25-35 years and 35-45 years, about 1%. Sex Beverage is used for thirst-quenching purpose and this product is gender neutral, meaning there isno such kind of obligation to consume the product for male or female. However, from our surveyoutcome, we have found that 71% of the consumers are male and 29% are female from 100. Allthe respondents are from urban location. MARKETING MIX: 4P’S OF MOJO5. 1 Product The product MOJO cola has come with the following variations in the market- †¢ 250 ml bottle †¢ 500 ml bottle †¢ 1000 ml or 1 liter bottle †¢ 150 ml can The MOJO Cola has been made with a proper technology. So there is no chance to occur  fluctuation in taste. The cola drinks contain a very strong taste which can compete with the marketleader Coca- Cola and RC cola. Other Factors Meaning of MOJO Meaning of MOJO is the idea or feeling the respondent have instantly after hearing the name or  analyzing it. To 60% respondents, MOJO means fun or enjoyment. To 14% it means nothing. Inaddition, other 26% varies within music or art, sports, thirst passion etc. Competition Soft drink market always offer high level of competition among companies. Because,soft drink is a fast moving consumer good and its demand always fluctuate based onseveral reasons (E. . Taste, weather conditions, etc. ). It included the degree of competition andintensity of competition. So in that case both the degree and intensity of competition are very highfor Mojo. Because the market it was operating was already touched by big companies such asCoke, Pepsi, Royal Crown Cola. Surprisingly, these giant companies are considering Mojo, as aravenous competitor in the market. So i t’s a good news for Mojo that competitors like â€Å" Coca Cola, Pepsi are thinking about Mojo consciously. It is because Mojo has already grabbed good portionof Bangladeshi beverage market share. Mojo believes that they have the strong distribution power,creative marketers, financial power and quality to grab competitions market share as well asincrease their own selling. Before preparing the term paper we made a brief market survey and we saw that in every popular market of Dhaka city, wholesalers are very active and demand is veryhigh. Distribution The strongest point of MOJO is their intensive distribution channel. They make this thing  possible because Akij Group of industries especially their beverage sector has a profoundlogistic and supply chain management system. So they can easily go to door to door of  their target consumers. They believe that delivering products to consumer hands is notsufficient or convenient enough that is why for near future betterment they are trying todevelop their distribution channel in such manner that they can easily make their  Ã‚  potential customer in to actual customer. And we must say that the dealer of a particular  territory is really expert and the do their job on the time. Objecetives Issues The promotional campaign can undertake 3 types of objectives:1. To inform,2. To persuade3. To remind. In the case of Mojo, the campaign will basically focus on persuasion, since MOJOis in maturity stage of its life cycle and will try to spread out its current perception in urbanyouthful lives. The advertising objective for MOJO is to persuade the target audience to make a  purchase and to obtain 8% increase in sales. Now a day, Mojo is not a new product. And for thatreason, previously the company’s target was to make positioning about Mojo because it was a new  product and please try it. But now Mojo is in growth stage; so it is trying to maximize the marketshare and retaining the market share is also important here Advertising Strategy Advertising is a challenging factor for Akij Group’s Mojo. As the sales of Mojo highly relies onadvertising. It has to be done in such a way which is convincing, attractive to people, which willrun on people’s mind 24/7. Developing an effective advertising and promotional campaign mustselect the right spokesperson to deliver a convincing message and the appropriate channels or  media. As part of the development of the advertising strategy of Mojo, all the advertisingcampaigns will try to communicate the same message to meet the advertising objective as set anddiscussed previously. Their main logan is â€Å"Mojo Ontor e Ontor e† and for that reason they alwaystry to make every ad including this slogan. Stimulus Characteristics Logo The logo of MOJO is attractive and representing the youth although they did not forgot about theaged people. Therefore, this helps them to get a good result. Soul feeling All the multinational soft drink companies -showing advertisements are made abroad. In thiscase, MOJO cola differentiated themselves. They are making the ads in our country, as they wantto be the cult brand. As they are, doing this so people can feel that it is our cola and I am buyingmy soft drink that in terms help them to feel good. Therefore, people have a soft corner for them intheir mind. Packaging Packaging also helps in the perception process. Attractive package can grab people’s attention. MOJO cola know this and they are concentrating on it. The two most critical job of packaging are: Capture Attention The colorful packaging catches the attention instantly. People like colorful things and they go for  colorful things. That is why within a short time MOJO cola got the attention of the target aspect. Convey Meaning The colorful packaging conveys the meaning that MOJO is a youthful product. Mixing up the  brand with colors, which have a meaning, is sensible. That gives people meaning and they went for  it. CONSUMERS’ LEARNING MOJO Learning is any change in the content or organization of long- term memory and/or behavior. Learning about soft drinks is a low- involvement learning situation. Consumer behavior is largelylearned behavior. Learning about MOJO Cola is for the most part low involvement learningstate of affairs. Controls Just like all other companies Mojo is also very much concern about controlling their  monetary and operating cost. That is why every month Mojo conduct Quality assurancesurvey, Sales figure monitoring, Feedback from Retailers and Sales force not only bytheir employees but also by students from different universities by offering exclusiveincentives and gift items. They evaluate their inventory, quality, acceptance of Mojo fromdifferent perspectives. By keep checking these things Mojo can stay in the market by notonly minimizing their cost and expense by also maximizing their revenue and profits. Weknow its very much time consuming and expense become high, but to know the currentsituation the company must do it. Social responsibilities Akij group of industries not only concern about increasing their sales, capture market share andgaining profit but also concern to do something for the social betterment. Through out their  campaign Mojo has always been the pioneer in order to come across to help old, orphanage andhomeless street children. The Group has been running a considerable orphanage free of charge indistrict 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 by Ad-DinWelfare Trust. Pricing policy: The pricing policy of Mojo has been done very carefully. Mojo has manycompetitors (e. g. Coca Cola, Pepsi) in the market. Compared to them Mojo has set pricereasonably. The pricing of Mojo is discussed below: ? Litre - Tk 14/- ? Litre - Tk 25/-[pic] 1 Litre - Tk 45/- 2 Litre - Tk 75/- Chapter:4 4. 1: Pepsi (Information): Pepsi was first introduced as Brads Drink in New Bern, North Carolinain 1898 by Caleb Bradham, who made it at his home where the drink was sold. It was later namedPepsi Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe. Bradhams ought to create a fountain drink that was delicious and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ouncebottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfieldwas the first celebrity to endorse Pepsi-Cola, describing it as A bully drink refreshing,invigorating, a fine bracer before a race. The advertising theme Delicious and Healthful wasthen used over the next two decades. In 1926, Pepsi received its first logo redesign since theoriginal design of 1905. In 1929, the logo was changed again. In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy inlarge part due to financial losses incurred by speculating on wildly fluctuating sugar prices as aresult of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Eightyears later, the company went bankrupt again. Pepsis assets were then purchased by Charles Guth,the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained sodafountains. He sought to replace Coca-Cola at his stores fountains after Coke refused to give him adiscount on syrup. Guth then had Lofts chemists reformulate the Pepsi-Cola syrup formula. On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered theopportunity to purchase the Pepsi-Cola company and it declined on each occasion. Ingredients: In the United States, Pepsi is made with carbonated water, high fructose corn syrup,caramel color, sugar, Phosphoric acid, caffeine, citric acid and natural flavors. A can of Pepsi (12 flounces) has 41 grams of carbohydrates (all from sugar), 30 mg of odium, 0 grams of fat, 0 gramsof protein, 38 mg of caffeine and 150 calories. The caffeine-free Pepsi-Cola contains the sameingredients but without the caffeine. The original Pepsi-Cola recipe was available from documents filed with the court at the time thatthe Pepsi-Cola Company went bankrupt in 1929. The original formula contained neither cola nor  caffeine. 4. 2: Market Situatio n Pepsi Cola is a reknowned brand all over the world. Its demand is increasing each year. Pepsi is incompetition in Bangladesh for many years. Its major competitiors are Coca Cola, RC Cola andnow Mojo is progressing in competition. The main of Pepsi just like any other beverage companyis to make supernormal profit by increasing sales. Not only that, Pepsi carries out promotionalactivities throughout the year. â€Å"Transcom Beverages Ltd (TBL), the franchisee of PepsiCo International, has won the â€Å"Bottler of  the Year Award† for 2009 in PepsiCo International Annual Conference in recognition of itsoutstanding business results. Latifur Rahman, chairman and managing director of TBL, received the award from SanjeevChadha, regional CEO of PepsiCo, and Katrina Kaif, an Indian film actress, at a function inThailand recently, said a statement. Transcom Beverages, which won the award for the third time, bottles, distributes and markets allPepsiCo brands such as Pepsi, 7up, Mirinda, Mountain Dew, Slice, Diet Pepsi and 7up Light inBangladesh. Present on the occasion from TBL were Arshad Waliur Rahman, director, Golam QuddusChowdhury, executive director and CEO, and Khurshid Irfan Chowdhury, general manager. Tejinder Khurana, country manager of PepsiCo International, and Goutam Bhattacharjee, territorydevelopment manager of TBL, were also awarded with â€Å"Ring of Honour† for their performances in2009. † [   Daily Star : Sunday, January 24, 2010] 4. : Target Market like any other beverage competitor in Bangladesh, Pepsis main target is young generation assoft drinks are mainly preferred by youths. Despite local competition Pepsi has maintained itsreputation by chargining relatively high price. Within last fifteen years Pepsi has reached the peak by offering extensive distribution channel in order to make sure t he proper distribution of Pepsi sothat people can easily avail it where ever they go. Pepsi customers are mostly young group  between the ages of 14 to 30 and also target at school, colleges, universities, home, restaurant,hotel and stores. . 4: Market Segmentation Positioning Beverages Soft Drinks: Pepsi, Coca-Cola, Royal CrownCola Juices: Pulpy, Nestle, Fruito Local Drinks: Mecca Cola, Mojo Cola Energy Drinks: Red Bull, Power 4. 5: Competition Pepsi has many rivals in the market. Pepsi considers Coca Cola and Royal Crown Cola as their  Ã‚  biggest competitiors. However in recent years local carbonated drinks like Mojo Cola and MeccaCola, etc are giving tough competitions to giant beverage companies like Pepsi and Coca Cola. 4. 6: Distribution Pepsi undergoes massive distribution all around the country. The distribution channel plays animportant role in the company’s success. Pepsi has distributors in all districts. Due to lack of datathe distribution process of Pepsi cannot be discussed. Objectives and issues Pepsi is in its maturity stage. Meaning, everyone knows about this beverage. All it has to do isremind people to consume this drink. The main objective of Pepsi is to make profit by theincrememnt in sales. By means of organizing concerts/trade fairs, Pepsi informs people about the  product. Advertising strategy Advertising is an important issue for Pepsi. Its competitors undertake massive advertising todominate in market. Equally, Pepsi does the same thing for survival. Most of Pepsis advertising isIndian. Meaning, Indian ads are translated in Bangla. By doing so, Pepsi is able to advertising cost. The main aim of Pepsi has always been to deliver a convincing message via media. Pepsi usestelevision, newspaper, billboards as its advertising medium Controls â€Å"Quality At every level of Pepsi-Cola Company, we take great care to ensure that the highest standards are met in everything we do. In our products, packaging, marketing and advertising, we strive for  excellence because our consumers expect and deserve nothing less. We promise to work towardcontinuous improvement in all areas of our organization. At every step of our manufacturing and bottling process, strict quality controls are followed toensure that Pepsi-Cola products meet the same high standards of quality that consumers have cometo expect and value from us. We also follow strict quality control procedures during themanufacturing and filling of our packages. Each bottle and can undergoes a thorough inspectionand testing process. Containers are then rinsed and quickly filled through a high-speed, state-of-the-art process that helps prevent any foreign material from entering the product. Additionalquality control measures help to ensure the integrity of Pepsi-Cola products throughout thedistribution process, from warehouse to store shelf. † [Extracted from http://www. pepsi. com/] Social responsibilities â€Å"Environmental SupportPepsi and the entire PepsiCo family embrace our responsibility to be good stewards of our planetsnatural resources. We begin by understanding our environmental footprint and then work to findways to reduce it. Were focused on Energy, Water and Waste areas where we know we can makethe greatest difference. †[Extracted fromhttp://www. pepsi. com/faqs. php? ection=environmental_support] Pricing policy Despite having many competitors, Pepsi is charging high price in comparison to local competitorslike Mojo. ? Litre - Tk 18/- ?Litre - Tk 30/ 1 Litre - Tk 55/ 2 Litre - Tk 90/- Product differentiation In Bangladesh Pepsi offers product differentiation in comparison to Mojo cola by offeringPepsi Diet in the market. From this side Mojo is a little weak because these days most people arehealth conscious, diabetes patients, etc. They prefer Pepsi Diet which does not contain sugar. Pepsi Diet is available in two sizes. Litre - Tk 30/- 1 Litre - Tk 55/- Though Pepsi’s offering differentiation by offering Pepsi Diet it is not charging premium price. The price of Pepsi Diet is same as Pepsi Cola Thus, Pepsi is having competitive advantage over Akij’s Mojo Cola. Swot Analysis: Mojo Cola: †¢Strengths: Brand image : Akij group is already a established brand name. So there already exists astrong brand image of the company. So if we launch any product under this brand name then itautomatically accept by the consumers. Quality : Most of their raw materials come from various foreign countries. The quality is verystrictly controlled. At every stage, non standard products are rejected. So we can say that howwell they are aware about their products quality. Strong distribution network   : Akij group has a strong distribution network and this isone of the most strongest competitive advantages for them. They make product available all over  the country through their strong distribution channel of retailers and whole sellers. †¢Weakness: The weakest point of akij group is that if any product sells fall due to poor quality then it willalso affect the other products of other brands. Opportunity: Increasing demand: As people are engaging more in taking beverage product, the demand isincreasing day by day for this kind of product category. †¢Threat: Akij group have a number of competitors especially under Akij Food Beverage Ltd such asPran juice, Shezan juice, Acme juice. This competition is very high and works as a threat for AkijFood Beverage Ltd. Pepsi: The streng ths, the weaknesses, the opportunities and the threats of Pepsi. 1. The advantages of Pepsi-Cola1) Firstly, Pepsi has stayed in this market for almost one century. So they are so experienced andstationed in peoples mind deeply. Now no one doesnt know the brand Pepsi-Cola Whenever thename Pepsi is heard, people will conjure up the image of fresh and cool drink .2) Secondly, Pepsi-Cola is not only in high quality, cool and fresh but also have a competitive  price. 3) Thirdly. Pepsi is such an experienced powerful global company, Which has a basic of a greatfund. So it has the ability to place an idle sum of money to the promotion. We can see that theadvertisement of Pepsi-Cola is so attractive. It also invited the top famous people to advertise for  it. ) Pepsi also compares with the competitors and find their disadvantages to update its own quality,flavor and also package promptly in order to satisfy the consumers need. This is the biggestadvantage of Pepsi company. It is the most popular one. Pepsi company also produce the Diet-Cola to meet the people whomore concern their health. And it just changes the design of the package of Pepsi-Cola. 2. The disadvantages of Pepsi-ColaBut we cannot consider things just on one side. Still there are some disadvantages existing inPepsi-Cola . A survey suggests that 32% people prefer the package of Pepsi-Cola. So the design of  Pepsi-Colas package is not as attractive as Coca-cola. It still needs to be improved. We suggestthat the package needs to be designed more colorful to attract peoples attention. 3. Although in the cola market there are many competitors, Pepsi still has the opportunity toenlarge its market share because the cola in the market is quite monotonic. Most of the end user isyoung people. There are still some people who do not like the taste of the cola. So we can try to provide some other taste of cola such as adding some lemon juice. We can change the flavor inorder to meet different taste of different people. . As to the threats, all of us know that Pepsi-Cola and Coca-Cola have had the competition for  about 80 years. Although Pepsi-Cola have won several times during this competition, the marketshare of Pepsi-cola is a little bit smaller than Coca-Cola. Besides, there are many other competitorslike Mojo. In Mojo’s advertisement we can see the reflection of ou r culture. It is well known thatBangladesh is a patriotic nation. So these words can really catch Bangladeshi peoples heart. Andthese local colas flavor is more suitable for Bangladeshis. So it cannot be ignored. Recommendation: Mojo: After getting informations from the internet and local shops. It seems that Mojo has certainlackings. Mojo is local brand so its going to be hard for Mojo to stay in competition with Pepsi. Mojo can provide offers like â€Å"buy one get one free†, â€Å"win a car†, coupons, etc. All these activitieswill rise interests in people to consume more Mojo in order to get something. By offering such  promotions, Mojo may be able to give tough competitions to Pepsi. Mojo can persuade people via advertising. E. g. It can convey messages that â€Å"Mojo is BangladeshiDrink, We Bangladeshis drink our drinks†. Not only that, motivating employees will help Akij Beverages to reach its peak. E. g. Employeescan be given fringe benefits, promotions, monthly free medical check-up, etc. 24 SUGGESTIVE PROMOTIONAL TOOLS Billboards MOJO cola must concentrate on billboard advertising, for this at first they have to increase thenumber of billboards around the country. They have to create billboards with catchy look so that itcan grab the attention of the target aspect. They must make colorful and relevant billboards so that  people can find out what they want to tell them. At last, they have to place the billboards in theright place so that target aspect can have their full concentrate in it. Paper Ads The number of paper ads should have to be increased. Otherwise, they cannot make mass peopleaware about their product. It should also contain high imagery, relevant with product MOJO cola. TVCs The frequencies of the TV ads have to be increased. People who watch TV regularly are seekingfor innovative things made by the marketers. They pretty much bored with the traditional ads. So if  MOJO cola bring new thing with their ads them it will be a turning point for their sale. People willget more interest in their product and as a result, they can be the loyal customer of this product. SoTV ads should be brought with a new format, with more new things so that it can catch the targetaspect with the new ones. Sponsorship Till now MOJO cola make sponsorship of few events like concerts, â€Å"nabanno utsav, banglanoboborsho, etc†. they should include cyber cafe, canteens of university, fast food shop and other  Ã‚  places where people goes frequently. By doing so they can be with the target audience and we illfind more aware people. Sales Promotion They should in for massive sales promotion to attract people from other drinks Pepsi: 1) Pepsi-Cola should improve the design of the package first. As it is advertised as the choice of  new generation, the design must be looked young and fresh. So the color should be more sharpand attractive. 2) As the flavor and ingredients of cola in the market are similar and the most active consumer isthe young people, we can diversify the Pepsi production to meet the different need of theconsumers. That is customer-orientated. 3) Besides the Diet cola for the health conscious people, we can have many other new choices. For  example, we can create a new kind of cola more suitable for children. Maybe we can add theVitamins or some nutritious element that are necessary to children. Or we can create a new flavor  like mint-cola. 4) However, pricing should not be reduced to an extent where initial investment cannot berecovered. So, pricing finance has to be done carefully. Conclusion Mojo People prefer MOJO’s pricing but it has to improve its image in status and quality issues. Unfortunately, MOJO is lagging behind due to inadequate communication of its brand elementslike slogan, name’s meaning etc. It has also failed to communicate its own positioning to the targetconsumers. However, still now MOJO has the chance to recover its own position because about70% of the target customers (according to the survey result) are potential and have not constructedtheir belief structure for MOJO. For some particular aspects of consumer behavior such as  perception, attitude, self-orientation and life style etc, those recommended strategies provided withthe report will be supportive to recover those issues successfully if MOJO can apply thosesuggestive marketing tools. 6 Pepsi Being in such a tense competition with other beverages, Pepsi-Cola should not take the direct andtough attack upon any of them. The best wad is to keep a peaceful relationship with it and alwayscompare with others, We should find their disadvantages and show our advantages on this aspect. Then by and by, the people would think ours is better Of course the most important rule is toimprove the product, lower the price i n comparison to other competitors to meet the consumers.

Free Essays on Homesexual Marriages

Discrimination is the voice of ignorance. Marriage is one of the fundamental establishments of the United States. As a young person, one looks forward to many goals in their lifetime: career success, a good life, and very often marriage to the person they love. This is one of the biggest parts of our "American life" and culture. Very few heterosexuals would be willing to put their right to marry on a ballot for voter approval, or even in their wildest dreams have to consider doing that. However, in the past ten years that is a prospect gay men and women are facing all over our United States. Why is American culture so unaccepting of homosexual marriages and what are the repercussions of this for homosexual couples and for all of our citizens? Homosexuality, as a lifestyle has always been under great fire in our culture. Homosexuality has been defined and termed in many contexts. The West Chester University Lesbian, Gay and Bisexual Services states that, Given the variable aspects of sexual orientation and given evidence that an individual’s sexual orientation may change over time, it is difficult to provide a precise and universally accepted definition of homosexuality. In general terms, homosexuality may be described as the capacity to find affection and or sexual satisfaction with someone of the same gender. Focus founder and fundamental Christian leader, James Dobson, however, simply defines homosexuality as a sin, and says homosexuals can be cured in God’s name (Egelko, 3/2000 p2). As one can see from these two examples alone, the definition of this lifestyle isn’t focused solely on what a homosexual is, but rather how individuals feel about the way of life. In day to day living, the homosexual lifestyle is most likely not much different from the heterosexual or "straight" lifestyle. A homosexual still gets up in the morning and goes to work or to school. They still have dinner with family or friends, participate in sports... Free Essays on Homesexual Marriages Free Essays on Homesexual Marriages Discrimination is the voice of ignorance. Marriage is one of the fundamental establishments of the United States. As a young person, one looks forward to many goals in their lifetime: career success, a good life, and very often marriage to the person they love. This is one of the biggest parts of our "American life" and culture. Very few heterosexuals would be willing to put their right to marry on a ballot for voter approval, or even in their wildest dreams have to consider doing that. However, in the past ten years that is a prospect gay men and women are facing all over our United States. Why is American culture so unaccepting of homosexual marriages and what are the repercussions of this for homosexual couples and for all of our citizens? Homosexuality, as a lifestyle has always been under great fire in our culture. Homosexuality has been defined and termed in many contexts. The West Chester University Lesbian, Gay and Bisexual Services states that, Given the variable aspects of sexual orientation and given evidence that an individual’s sexual orientation may change over time, it is difficult to provide a precise and universally accepted definition of homosexuality. In general terms, homosexuality may be described as the capacity to find affection and or sexual satisfaction with someone of the same gender. Focus founder and fundamental Christian leader, James Dobson, however, simply defines homosexuality as a sin, and says homosexuals can be cured in God’s name (Egelko, 3/2000 p2). As one can see from these two examples alone, the definition of this lifestyle isn’t focused solely on what a homosexual is, but rather how individuals feel about the way of life. In day to day living, the homosexual lifestyle is most likely not much different from the heterosexual or "straight" lifestyle. A homosexual still gets up in the morning and goes to work or to school. They still have dinner with family or friends, participate in sports...

Analysis of Law of Desire Film Essay Example | Topics and Well Written Essays - 750 words

Analysis of Law of Desire Film - Essay Example The film has a central axis the character of manipulative gay director Pablo, unconventional Pablo’s transsexual sister life, Tina, and the fiery, disparaging passion of Antonio, Pablo’s lover. Created only twelve years after the death of Franco, it may be considered as a conscious work to undermine the traditional cultural policy of this regime, by focusing on the homosexual sexuality and emphasizing the fluidity of gender, particularly the male gender. The film begins with a provoking soft-porn sequence, displaying a young athletic man in a roomy interior with a mirror and a bed. A voice outside the frame instructs him to undress and touch himself. Afterward, the camera centers on two elderly men reading these instructions from a script to the young model. This scene is revealed to be a film-within-a-film, directed by Pablo Quintero, the main character of Law of Desire. In this specific scene, the young man’s body is deliberately viewed through the gay male viewer’s eyes, as the unseen Voices direct him, aiming at the prurient pleasure of the viewer. Here the male body (masculinity) is multiply objectified’ as its vulnerability is emphasized by the ‘kind of words he is instructed to declaim.’ The Voices - having their sensuality increased due to the fact that they originate from unseen and unidentified speakers - manipulate the young male model, which seems to lack the ability to resist or personal will. The opening scene is ‘simply not a scandalous provocation’ but includes also many references to the central themes of the movie, such as the power shift in sexual relationships and issue of narcissism that is more portrayed in male gender (Mask 67). Indeed the dominance change between model and dubbers demonstrates the sovereignty changes in Pablo and Antonio’s sexual relationship; the narcissistic approach of the male body is equal to the narcissistic and the manipulative attitude of Pablo.

National Incident Management Systems Essay Example | Topics and Well Written Essays - 500 words

National Incident Management Systems - Essay Example It is set procedures, policies, personnel, equipment and facilities that are have been integrated to become a common structure of an organization that has been designed for the improvement of emergency response operations of any type or complexity (U.S. Department of Labor , 2015). 2. The Incident Commander also referred to as the Unified commander is the person responsible for every aspect concerning a response, which include management of incident operations and development of the objectives of the incident. Even though he/she has responsibilities, there is lack of a code of ethics. It would be better if he/ she had one since it would regulate his/her behavior as well as establish limits on the same (U.S. Department of Labor , 2015). 3. A concrete enforceable code of ethics would help professionals like IC perform their jobs better since its designation is to perform with honesty and integrity. Ii would also establish how the professionals would approach problems. 1. The DHS with congresses’ support has in a significant manner adapted as well as improved its ability to identify threats by means of a layered risk based system, in response to 9/11 as well as developing threats. Currently, about fifty one thousand transport security officers, behavior detection officers as well as transport inspection officers do serve at frontlines in over four hundred and fifty United States airports. Before 9/11, there only existed limited requirements of federal security for baggage and cargo screening. The transport security administration secure flight program the DHS does conduct a passenger watch-list matching of one hundred percent for covered United States plane operator as well as foreign air carrier planes that fly within, out of and into the US (Department of Homeland Security, 2013). 2. An example of a recent aviation incident is the Trans Asia Airways

Aging and Ageism Essay Example | Topics and Well Written Essays - 1000 words

Aging and Ageism - Essay Example From this paper it is clear that Janet is has her resilience and ability to adapt to change. Being married to an alcoholic for 35 years greatly affected her and her ability to deal with turbulence and change. She has grown through adversity all of her life and now leads a content lifestyle still pursuing her dreams at age 71. She has taught me that a passion for life, varied interests and a deep desire to help others can create a joyful life.This study outlines that celebrating and recognizing transitions in life has always been important to Janet. At age 60 she was given a crone party where her family and friends took the opportunity to acknowledge her for where she had come from and where she currently was. It was a chance for her to share some of the lessons she has learned as she aged. Janet used the ceremony to release past issues like a smoking habit she quit many years before, menstruation as she had already gone through menopause, her teaching career, her husband, and the rai sing of her children. It was a unique way for friends and family to learn from her experiences as well as honor who for who she had become—and recognize that even though she was now considered at times by society as â€Å"over the hill†, that she had many years of fruitful opportunities still available.  Spirituality has always been a large influence on Janet and her outlook on life. She is deeply religious and believes that her thoughts and actions affect others as well as herself.

Processes of Cultural Diffusion

Processes of Cultural Diffusion World has now become a global village. By global village what we mean is that everything is available to every person through the process of free information flow (Ascher, 2010). Globalization has brought everything closer and that has happened through cultural diffusion. Now to understand what cultural diffusion is, we first have to have a fair idea over what is diffusion. Secondly there is well defined process through which a culture is diffused in other cultures and makes it mark. This culture diffusion affects international business to the core because when we say that globalization have made its presence felt in the global economy, we see that it is there because of culture diffusion in different ways. This has also lead to come sort of cultural imperialism which we shall discuss in length in paragraphs to come. Culture diffusion happens when non material and material culture travels to another culture (Wise, 2008). How this happens is a million dollar question which needs to be answered correctly and to the point. To have a profound knowledge over how it happens we go to the basics of it which is culture hearth. Now culture hearth is a place where civilizations first began and then they spread to different areas. Nowadays culture hearths are considered to be in those countries which are well developed and whose culture gets diffused to other developing countries because they have to be in tandem with each other so to have a good and viable trade. If we talk by considering the present world and international trade, we see that this cultural diffusion has spread many cultural straits wherever they got a chance to get diffused. Sometimes this spread is so rapid that no one can find out its origin, timing and spread. There are two different ways in which a culture is diffused to another culture ; one is acculturation and another is Assimilation (Howes, 1996). Both are the ways in which culture is diffused in another culture. In acculturation what happens is that some cultural traits of strong cultures are being taken up by weak cultures like in ancient times we see that Spain had some cultural traits which are taken from Aztecs. Similarly if we see examples in the modern world we observe that a very common greeting hello is also a cultural trait which is being taken by many cultures as a greeting by default. Why that happened so? Because it has its roots in western world and as West dominated for the last two centuries, all the trade, rules and policies were being written and implemented by Western countries which influenced weak cultures to adopt the greeting and many other things which now we call globalization. On the other hand, another way in which a culture can be diffused is through assimilation. In assimilation what happens is that cultures are intertwined with each other in such a way that it is hard to distinguish between where its origin had been. Lets for example when Arabs came to Indian Subcontinent, the Indians had nothing than a piece of cloth worn up to their knees with an open jacket as their vests but Arabs brought a new culture of a full length suit of cloth covering whole body. Now after centuries the Mongols and the warriors from Afghanistan brought minor changes to the original dress which made people easy to carry, walk and most of all made it best attire which can be used for combat purposes also. End result was that the whole thing got assimilated with each other so quickly that there was little difference left between what people wear in Arabian countries mainly the natives of Arab Emirates and the people wear in subcontinent. It specially pertains to the dressing of men. Other thing which effects diffusion is the cultural barriers, time and distance delay and lastly physical barriers (Rauth, 2004). Cultural barriers includes things which are not acceptable to other culture at any cost for example Mc Donald came up in India with its different burgers mainly in beef but as Indians hold cow as sacred, they do not go for it so Mc Donald have to introduce veggie burgers instead of beef as local cultural barrier never allowed any assimilation or acculturization to take place. In time and distance delay, diffusion is hampered because time and distance which it would take to reach another culture would be more and then would become less futile for example Eskimos who live at poles, their cultures and way of living is different from us and still they are yet to have culture diffusion (Howes, 1996). Time and distance delay is somewhat linked with the physical barriers also which also helps in making things bad for cultural diffusion to take place for example t he terrain which is very tough to pass would obviously make things worse for people to travel hence making it hard to diffuse a culture or similarly a sharp weather change would also create a physical barrier for culture diffusion to take place as it would be difficult to take things from one culture to another as culture traits differ from each other or not even close to each other. That culture is diffused either in expansionary diffusion or relocated diffusion (Said, 1994). We have seen that expansionary diffusion have taken place in most of the places in world where West culture is being adopted by the elite and now it is being transmitted to the lower end of the population. This sort of diffusion is known as hierarchical diffusion in where the spread of a new culture takes place from top to bottom. Example of this is the coffee shops like star bucks, which had no concept in south Asia but they are brought by Westerners who came here for business purposes. They first inculcated the trend in elite and now it is being adopted by every person as it have has transformed many old kiosks for betel leaves and cigarettes into coffee shops. Similarly blackberries; many corporate customers have this gadget in their hands which is attracting other upper middle class people to have it too so to have some satisfaction. Other types include relocation diffusion which happen s when people take their innovations with them to a new place like for example Jews. Jews in Europe were really good in scientific knowledge and due to their astuteness they were being victimized and were sent to concentration camps. When after the world war they relocated themselves in different parts of the world, they went with their knowledge and innovations which brought a lot of prosperity around the globe. Another example of it can be AIDS which spread through relocation diffusion as disease is carried by one person who migrates to another society with having a different culture. Now as diffusion is discussed at length, we now see that whether cultural imperialism can be established through cultural diffusion? Yes to some extent I would agree to it because in international business when there is trade and goods flow from one place to another, it not only takes a new product across the borders but also takes its culture to another place. In other words level of diffusion depends on the factors discussed above and also on a culture being strong as to the culture where it is being diffused as being weak (Hobson, 2010). Like for example the trend of suits around the world, from where it came? It came and assimilated in our culture because it was being followed by a strong culture or in cultural hearth which is American and Europe and from there it diffused to all parts of the world. Mens formal suitings, as we all know, have such an importance that now if a south Korean business tycoon needs to do a deal with his Indian counterpart to open up a microchip factory in Delhi, they would be following their own business rules and formalities but their attire would be formal and would follow the strong cultures dress code which is to have a formal dress suit. Moreover the casual dress in China, a decade ago was not jeans and a tee shirt but now they have taken the affect of American culture as it diffused into their society but why? Because more than 70 percent of chinas trade is bound for America so Chinese have adopted some practices of American culture which shows us that yes there is diffusion of culture but that does not proves cultural imperialism at any point; people went towards tee shirts and jeans because they were easier to handle, according to the young generation, as compare to traditional safari suits for men and traditional Chinese for women. Apart from this, cultural diffusion does not reflect cultural imperialism for example whole world is following more or less same accounting principles so the rules of debit and credit are same so to imply that it is a product of a particular nation or it is a part of any culture would be a gross mistake. Yes its true that methods of accounting were first brought up by Chinese but significant changes were made throughout.

Executive Summary of Proctor and Gamble :: Bounty Toilet Paper Marketing Essays

Executive Summary of Proctor and Gamble Proctor & Gamble will introduce the new Bounty Toilet Paper during the first week of December 1999. This brand of toilet paper will take the already established idea used with Bounty Paper Towels, and modify to the toilet paper world. Bounty has always stressed the idea of taking the least amount of the product, but still getting the job done while at same time consisting of a strong durability. Never before has such attributes of durability and effectiveness been used in a toilet paper brand, therefore P&G hopes to establish Bounty Toilet Paper as a leader in the industry. Proctor & Gamble understands the high competition that already exists in the toilet paper industry, but feel that new Bounty Toilet Paper will change how this industry is geared. In recent times, toilet paper producers have stressed comfort and style in the production of their products, but as the times have changed, the American public is now more interested in getting the job done in the shortest amount of time with the smallest amount of the product. P&G have produced Bounty Toilet Paper because of this change in the lifestyle of Americans. With this focus on effectiveness and durability, Bounty will go into the new Millennium leading the toilet paper world. Company Background Proctor and Gamble was founded in Cincinnati, OH, by William Proctor and James Gamble in 1837. Initially the company was started to compete with the 14 other soap and candle makers already established in Cincinnati, but around the end of the century, Proctor and Gamble dropped candle manufacturing altogether to focus on soap production. By 1890, Proctor and Gamble had increased their production to over 30 different types of soap. During 1911, Proctor and Gamble introduced Crisco, the first all-vegetable shortening, beginning what would be the first in a long line of different unrelated products the company would develop in the future. Such products include Tide washing detergent, Crest toothpaste, Charmin toilet paper, Pampers baby diapers, Folgers coffee, Bounce fabric softener, Pert Plus shampoo, and Bounty paper towels, just to name a few. With these products, and the more than thousand others, Proctor and Gamble leads the world in sales in almost all categories of household products. Sales hit the one million mark by 1859, roughly 22 years after the company was formed.