Professional Documents
Culture Documents
POSITIONING STRATAGY
FOLLOWED BY WILD BREW-
Submitted to: -
Submitted by: -
SUBBIR AHMED
BBA, 27TH Batch
BBA ID NO: 02707121
STAMFORD UNIVERSITY
BANGLADESH
________________________
To,
Md. Nazmul Huq
Assistant professor,
Department of Business Administration,
Stamford University Bangladesh.
Dear Sir,
Through this report any one can measure who is our potential threat, what is the
substitute product of our company, whether we contain bargaining power of buyer or
supplier, and how perception of a particular product or brand can be measured.
This will definitely help me in our future. Due to the short span of time I faced a lot of
problems in preparing the assignment. Even then, I tried my best to prepare my report
successfully. Crossing all the challenges I am finally able to submit my report on due
time. I will be grateful if you accept my report with the care of limitations.
Sincerely Yours,
………………….
Subbir Ahmed
ID –BBA 02707121
First of all we would like to thank the All Mighty for helping and supporting us to
solve the assignment in time. I would also like to thank Mr. Shafiqul Islam Tushar
(Brand Manager),Mr.Amit Roy(Brand Executive),Maidul hossain(Brand
Executive),Mainul huq (Brand officer),Wahiduzzaman (Brand officer),Tuhin Sultana
(Brand officer),Shamol Halder(B.O),Tazul Islam(Event Head),Sanaul
Sikder(E.M.O),Ilias Mia(E.M.O) and Sumit Chakrabarty (AMO) of Akij Food and
Beverage Ltd. for providing me enough support and guidance to enrich my report. I
also want to especially thank to my supervisor Mr. Nazmul Huq, who has helped me
in the preparation of this assignment.
I am also grateful to my parents and all of my friends for their continuous support and
to all those who have in some way contributed to the preparation of this report.
Last but not the least; I am grateful to all the respondents for patiently furnishing the
required information, which was needed for successful completion of this report.
Place: Dhaka
………………..
Subbir Ahmed
BBA Id # BBA 02707121
BBA, Batch 27th
STAMFORD UNIVERSITY BANGLADESH
First of all to make a report I have to set an objective on which segment of the market
I will conduct my research so that I choose malt beverage industry to perceive the
perception of consumers about Wild Brew malt beverage and also evolution of
positioning strategy followed by wild brew through which we can predict the present
situation of malt beverage industry and also we can have a good glance on other malt
beverage companies as well as the positioning strategy of Wild Brew.
After visiting the website I devoted myself into analyzing the respond which I have
been found through the research to portray findings which I have given later in this
report.
CHAPTER - 2
METHODOLOGY OF THE STUDY
15
Formulation of hypothesis
15-16
Description of research design
17-18
Sources of data
18
Methodological Assumptions
18
SCOPE OF THE STUDY
18
LIMITATION OF THE STUDY
19
Background of the study
CHAPTER - 3
PROFILE OF THE ORGANIZATION
21
COMPANY PROFILE
Product of AFBL 22
Business Philosophy 23
Employees 24
CHAPTER – 4
Malt beverage
26
``Beer'' versus ``Malt Beverage'' 27
CHAPTER – 6
CONCLUSIONS &
SUGGESTION/RECOMMENDATION
5.1 Conclusion 85
5.2 Suggestion & Recommendation 85
Appendix 86-89
Bibliography 90
Questionnaire 91
During the past century most Companies were small and knew their customers first
hand. Managers picked up marketing information by being around people, observing
them and asking questions. During this century, however, many factors have increase
of the need for more and better information. As companies become national or
international in scope, they need more information or larger, more distant markets. As
sellers use more complex marketing approaches and face more competition, they need
information of the effectiveness of their marketing tools. Managers need more up-to-
date information to make timely decision.
In this project work the topic was to “Consumer perception & positioning strategy
followed by wild brew based on the one of the business firms in Bangladesh”.
During the project, a conclusive method of the marketing research was followed to
find out the problem and its solution. While working on the project, it was realized
that the research work is very important to establish any marketing strategies before
making decision.
In this research work I have collected various information directly from the clients
and international as well as domestic organizations on the basis of geographic
segmentations.
Most of the people of Bangladesh are illiterate. Those who are educated they do not
have much more practical and analytical knowledge to make better prospect of their
life. In this case people need to get involved to do the productive work and getting job
in the native company to improve our local productivity.
As a local company Akij food and beverage doing potential deed in our country where
more than thousand employee working whole around the Bangladesh, and its first to
make wild brew malt beverage in our own country.
This is the last part of BBA program. As a professional degree it is essential to fulfill
all, the requirements the program demand. Only after preparing & submitting the
report this program becomes completed. Ascertainment of the Dean, Department of
Business Administration, Stamford University, Bangladesh, I compare this report
from my practical experience I earned at the time of my internship (9th November2008
to 9th February 2009) in Akij Food & Beverage Ltd. at 73Akij chamber Motijheel,
Dhaka Branch; which should be submitted on 2009.
The ultimate objective of the study is to gain real life exposure in any kind of service
sector get a clear idea about Consumer perception and positioning strategy.
The purpose of the study to contemplate the knowledge and experience accumulated
from the internship program according the set guidelines. This study comprises of an
organization part and a project part. The purpose of the first part is to study and
analyze the organization with special emphasis on its background.
On the other hand the project part enables the intern to study a problem and to arise at
a feasible and implemental solution with the help of different analytical tools.
Lund Berg has defined hypothesis as, “A declarative generalization, the validity of
which remains to be tested.” And as an assumption or statement which may or may
not be true, about a population on equivalent about the probability distribution
characterizing the given population which we want to test on the basis of evidence
from the random sampling. If the hypothesis complexity specifies the population, then
it is known as composite hypothesis.
There are two types of test normally are testing hypothesis. Such as –
(a) Null hypothesis
(b) Alternative hypothesis
A research design is a logical and systematic plan prepared for directing a research
study. It specifies the objectives of the study, the methodology and technique to be
adopted for achieving the objectives. It constitutes the blue print for the collection
measurement and analysis of data. A research design is the program that guides the
investigator in the process of collecting, analyzing, and interpreting observations. It
provides a systematic plan of procedure for the research to follow.
Thus the research has to be great to the availability of data and the cooperation of the
informants. So that research basically will be conclusive are nature and a
comprehensive study will be made to make the hypothesis of value.
On the basis of fundamental objective of the research marketing research project can
be classified. Consideration of the deferent types, their applicability, their strength and
their weakness will help the project worker or student to select the type best suited to
a specific problem. The two general types of research are –
1. Exploratory Research
2. Conclusive Research
Exploratory research seeks to discover new relationship while conclusive research is
Designed to help executives choosing various possible courses of action that is to
make decision.
In this project work the research was to follow the conclusive research, because the
topic was to “Consumer perception & Product positioning followed by Wild Brew.”
So that it was need to collect primary data to find out the present market position of
consultancy firms in Bangladesh.
All marketing information comes either from internal sources to the firm or from
external sources.
During the project, research had to take help mainly from primary data which
collected through questionnaire and conducting different survey like interview
method, observation method, and questionnaire method.
(II) Secondary Data: The data, which are collected for some earlier
research work and are applicable or useable in the study. I have presently
undertaken that the secondary data can be divided into two types. Such as
–
(I) Internal Secondary Data
(II) External Secondary Data
Secondary data are obtained by visiting competition offices and is the report of the
company. Both primary and secondary sources of data were explored for the study.
Primary Sources:
(I) Official records of AFBL.
(II) Face to face interview with the AFBL officials
The methodological assumptions for the concern study are given below:
The research work is covering the whole country, because all prospective and average
people are the customer of AFBL. Akij Food and Beverage Ltd is the most prominent
native corporate in Bangladesh.
(I) Sample size is less where as actual figure of clients are very large. It is
not possible to draw appropriate picture from this sample size. Since
customer’ figure is very large, consumer perception & positioning
strategy to capture the whole market as well.
(II) Lack of cooperation, the researcher encounters some difficulties in
collecting the required data, because without regular advertisement in
the newspapers, magazines and television students loose their
concentration about their decision.
Akij food and Beverage Ltd is one of the most promising local corporate in
Bangladesh.
The recent launching of the Akij Groups beverage line has been gaining popularity
among all carbonated water lovers. It gained popularity particularly among teenage
people and children.
Its recent product of malt beverage is wild brew which is about my report named
consumer perception and positioning strategy.
Akij Group's ceaseless efforts with dynamic management and support from our
numerous clients have led our Group in diversifying its business activities. In the
second phase, the Group went into manufacturing handmade cigarettes popularly
known as “Biris”. This sector gave a real boost to the revenue earning of the Group as
well as making a substantial contribution to government exchequer. With the passage
of time, the Group undertook new ventures and presently there are 15 units of
industries under its umbrella like cigarettes, handmade cigarettes, printing &
packaging, jute mills, textiles, Hand board, Particle boards, Matches, Zarda, Cement,
pharmaceutical, leather processing and real-estate business are in operation, catering
jobs for more that 32,000 people in various categories.
The Group has plans for setting up more projects. The projects are already in pipeline.
Foreign investors have shown keen interest in joining with Akij group for joint
ventures. I hope that the matter is under our active consideration and will soon
mature. This will also help the nation's economy growth and will create job
opportunities to various professionals.
Akij food &Beverage limited started there journey officially on July 2006 with three
products but within this two year company able to add lot of products on its rosters.
The products which are offering now by the company are given below:
Product
Brand Name Size
Category
150ml can, 250ml pet and can,
Cola MOJO 500ml pet, 1 liter pet, 2 liter pet.
150ml can, 250ml pet and can,
Cloudy Lemon Lemu 500ml pet, 1 liter pet, 2 liter pet.
250ml pet and can 500ml pet, 1 liter
Clear Lemon Clemon pet, and 2 liter pet.
Energy Drink Speed 250ml pet and can
Malt Beverage Spa 500ml pet, 1 liter pet, 2 liter pet
Frutika
Juice (Mango, Red grape, Red 250ml pet, 1 liter.
orange)
Milk Farm Fresh UHT milk ½ liter tetra pack.
Akij Group diversified their business in Food & Beverage industry because in
Bangladesh we have 14 corers people. It is large market size to serve and food is
required continually for the population. Akij food & beverage want to serve quality
food for their target market.
In soft drink industry, there are many local & foreign companies. Akij want to be
local unique soft drinks producer with the same quality of foreign company. For this
purpose AFBL produces CSD for young target group who like to live stylist life.
Main slogan of AFBL is “Brings Quality in Life”.
AFBL has its own marketing & sales department in Akij chamber. The functions of
this department are very wide and dynamic. Main functions performed by this
department are:
Product development
Price set up
Packaging development
Employees
In AFBL Marketing and sales department a number of employees work under Sr.
G.M (Marketing & sales). Numbers of employees are working in different positions
in the 4th floor of Akij chamber. Here I found:
Beside these employees, AFBL has a Sales team working all over the country. Four
Regional sales managers control these sales forces. An area sales manager & an area
sales officer is engaged to conduct regular sales management for each sales area. They
work at the retail outlet with the authorized distributors.
The actual marketing activities of AFBL are performed by the Brand office under
Marketing and sales department.
Malt beverage is an American term for both alcoholic and non-alcoholic fermented
beverages, in which the primary ingredient is barley, which has been allowed to
sprout ("malt") slightly before it is processed. By far, the most predominant malt
beverage is beer, of which there are two main styles: ale and lager. A non-alcoholic
beverage brewed in this fashion is technically identical to "non-alcoholic beer." Such
a beverage may be prepared by either removing alcohol from the finished product or
by using a slightly altered brewing process which yields very little alcohol
(technically less than 0.5% by weight).
The term "malt beverage" is often used by trade associations of groups of beer
wholesalers (e.g. Tennessee Malt Beverage Association) to avoid any negative
connotations associated with beer. Additionally, the term is applied to many other
flavored beverages prepared from malted grains to which natural or artificial flavors
have been added to make them taste similar to wines, fruits, colas, ciders, or other
beverages. This subcategory has been called "malternative," as in Smirnoff Ice (US &
French version), or "maltini," as in 3SUM, which also has energy components like
caffeine. Marketing of such products in the United States has increased rapidly in
recent years.
In most jurisdictions, these products are regulated in a way identical to beer, which
allows a retailer with a beer license to sell a seemingly wider product line. This also
generally avoids the steeper taxes and stricter regulations associated with distilled
spirits.
As indicated above, the definition of a ``beer'' under the IRC differs from the
definition of a ``malt beverage'' under the FAA Act in several significant respects.
First, the IRC does not require beer to be fermented from malted barley; instead, a
beer may be brewed or produced from malt or ``from any substitute therefore.''
Second, the IRC does not require the use of hops in the production of beer. Third, the
definition of ``beer'' in the IRC provides that the product must contain one-half of one
percent or more of alcohol by volume, whereas there is no minimum alcohol content
for a ``malt beverage'' under the Act.
Literature Review
Perception:
Elements of Perception
Sensation
The lowest level at which and individual can experience a sensation is called the
absolute threshold. The point at which a person can detect a difference between
something and nothing is that person’s absolute threshold for that stimulus.
The minimal difference that can be detected between two similar stimuli is called the
differential threshold or the just noticeable difference. Manufacturers and marketers
endeavor to determine the relevant J.N.D for their products for two different reasons:
1. So that negative Changes (reduction in product size or quality, increase in
product price).
2. So that product improvements (such as improved or updated packaging, larger
size, or lower price)
Research Process
Potential competitors are companies that are not currently competing in an industry
but have the capability to do so if they choose. Incumbent companies try to
discourage potential competitors from entering the industry, the more companies
enter, the more difficult it becomes for established companies to hold their share of
the market and generate profits. A high risk of entry by potential competitors
represents a threat to the profitability of established companies. On the other hand the
risk of new entry are low, incumbent companies can take advantage of this
opportunity to raise prices and earn greater returns. Barriers to entry→ it means to
Brand Loyalty:
Brand loyalty is buyer’s preferences for the products of incumbent companies. A
company can create brand loyalty through continuous advertising of brand &
company names, patent protection of products, product innovation achieved through
its research and development programs, an emphasis on high product quality and
good after sales service. Now some other techniques of brand loyalty are given below:
• Provide quality product and services.
• Warranties & Guaranties.
• Value adds service.
• Continuous advertisement.
• Strong customer relationship.
Economies of scale:
Economic of scale are the cost advantages associated with large company size. It
implies that it will increase productivity or decrease the average cost of production. It
also includes:
o Mass production of standardize output.
o Discount on bulk purchase of raw-materials.
Government Regulation:
Historically, GOVT. regulation has constituted a major entry barrier many industries.
For example: Until recently in the United States, government regulation prohibited
provides of long distance telephone service, such as AT&T, MCI and sprint, from
competing for local telephone service with the Regional Bell Operating Companies
(RBOCs) such as US West and Bell Atlantic.
The second of Porter’s five competitive forces is the extent of rivalry among
established companies within an industry. If this rivalry is weak, companies have an
opportunity to raise prices and earn greater profits. If rivalry is strong, significant
price competition, including price wars, may result. The extent of rivalry among
established companies within an industry is largely a function of three factors:
Fragmented Highly
Consolidated
Exit Barriers:
Exit barriers are economic, strategic and emotional factors that keep companies in an
industry even when return are low. If exit barriers are high, companies can become
locked into an unprofitable industry in which overall demand is static or declining.
• Investments in plant and equipment that have no alternative uses and cannot
be sold off. If the company wishes to leave the industry, it has to write off the
book value of these assets.
• High fixed costs of exit, such as severance pay to workers who are being made
redundant.
• Emotional attachments to an industry, as when a company is unwilling to exit
from its original industry for sentimental reasons.
• Economic dependence on the industry as when a company is not diversified
and so relies on the industry for its income.
The third of porter’s five competitive forces is the bargaining power of buyers. A
company’s buyers may be the customers who ultimately consume its products (its end
users) but they may also be the companies that distribute its products to end users,
such as retailers and wholesalers. According to porter, buyers are most powerful in
the following circumstances:
When the supply industry is composed of many small companies and the
buyers are few in number and large. These circumstances allow the buyers to
dominate supply companies.
When the buyers purchase in large quantities, in such circumstances, buyers
can use their purchasing power as leverage to bargain for price reductions.
When the supply industry depends on the buyers for a large percentage of its
total orders.
When the buyers can switch orders between supply companies at a low cost,
thereby playing off companies against each other to force down prices.
When it is economically feasible for the buyers to purchase the input from
several companies at once.
When the buyers can use the threat to supply their own needs through vertical
integration as a device for forcing down prices.
o When the product that they sell has few substitutes and is important to the
company.
o When, to raise prices, they can use the threat of vertically integrating forward
into industry and competing directly with the company.
The final force in porter’s model is the threat of substitute producers. Substitute
products are those of industries that serve consumers needs in a way that is similar to
those being served by the industry being analyzed. The existence of close substitutes
presents a strong competitive threat, limiting the price a company can charge and thus
its profitability. However, if a company’s products have few close substitutes (that is,
if substitutes are a weak competitive forces) then, other things being equal, the
company has the opportunity to raise prices and earn additional profits.
Analysis of data:
After collecting data I have to analyze it to find out the true picture that is hidden with
in the respondent’s answers of my questions. To analyze the data I used MS Excel
After conducting my research I have found some important factors that affect the
perception of both the consumers and customers also.
• Economies of scale.
• Capital / investment requirements.
• Customer switching costs.
• Access to industry distribution channels.
o Access to technology.
• Brand loyalty. Are customers loyal?
• The likelihood of retaliation from existing industry players.
• Government regulations. Can new entrants get subsidies?
When Wild Brew Malt Beverage penetrates in the market of Bangladesh then they
faced strong competition from other existing companies. On that time the crown and
others malt beverage like Heineken, Holsten are the establish malt beverage brand in
our country. On that time they were doing their business in their way and something
like wild brew need to penetrate the market to capture .So wild brew price is 50tk
which is low compare to other brand. But still Bangladesh’s Malt Beverage industry
still a crown jewel for other Food and Beverage companies.
There are four Entry Barriers available to prevent new companies to enter into the
market they are:
Recycle-Bottle:
Presently companies much more focus on our environment which is good for our
nature, so now they are providing a special kind of pet bottle which is recyclable.
Colorful Packaging:
Now day’s companies are also care about their product outlook for that reason they
are providing top class color combination of both the closer cap and also for
packaging.
List of Ingredients:
Now days both consumers and Govt. are conscious about the public health so now all
the companies providing the list and also the amount which they used to prepare the
product.
Some time malt beverage companies arrange event to promote people through
concert, d j party, hosting a program or fair, celebrate our cultural as well as
independence, 31st night program etc.
So if any new malt beverage company wants to tap into the market of Bangladesh
then the company has to ensure all of the VAS that we mentioned above because all
of these are successfully provided by the existing malt beverage companies including
Wild Brew and to make the new company distinctive the company has to arrange
other value add services.
Continuous Advertisement:
The companies which are now operated in the industry of malt beverages have
ensured continuous advertisement in both electronic media and print media. They also
provide advertisement on billboard to remind their consumers that they are always
connect with them. So that if any new company wants to enter into the industry of
malt beverages than they have to ensured that they provide continuous advertisement
and for these they have to face strong competition from existing companies.
The fact is that these companies are providing quality product to their customers so
that they are able to maintain effective production process which means they
are generating new products increasing both the product line and product
depth to hold and promote existing as well as potential users. That means new
malt beverage Company must contain the capability to introduce new types of
product on continuous basis.
Patents:
They have to make patents to protect their logo, symbol, tune etc. So that other
company cannot make copy of it. So the new company has to ensure that they
make patent before entering into the malt beverage industry of Bangladesh.
The malt beverage companies have to maintain a good relationship with their supplier
such as: Sky pet, LG, Vessel, etc. Because if one of the company are unable to
maintain good relationship with its supplier than it will open an opportunity
for rival companies to take away the supplier and gain competitive advantage.
So the new company has to ensure that they maintain a good relationship with
its supplier companies.
Govt. regulation:
There are some Govt. rules and regulations are imposed towards malt beverage
companies among them which are most important are listed below:
a) Company must have to use BSTI logo to their product.
b) Company has to provide the list and amount of ingredients.
c) Company have to give manufacture date and also expire date printed on the product
package.
Competitive Structure:
The competitive structure of the Industry is fragmented, because the market contains
large number of companies and no body at the driving seat.
Demand conditions:
A demand condition of this industry is still growing because these companies deal
with the basic need of a human being. Presently these companies are going to produce
new types of product such as non alcoholic malt beverage with different flavored
which will also added value and quality towards people of Bangladesh.
Exit Barriers:
Malt beverage companies cannot exit because of high maintenance cost.
Still malt beverage industry is one of the most profitable industries of the
economy of Bangladesh, so Govt. will provide all sorts of necessary service to
hold this industry.
In accordance with the Bangladesh Malt Beverage companies the bargaining power of
buyers with suppliers is equal. Because there are large number of raw material
suppliers and also large number of buyer prevailing in the market. By taking interview
of Mr.Amit Roy I found that buyers are basically perform outsourcing activities as
well as make contract on a particular company to collect their necessary resources
though some buyer contain the ability to make vertical integration with supplier or
may have the power to establish a supplier company by itself. But normally it not
occur because to make vertical integration or establish a supply company will make
the process of the company too much complex to handle.
Now in the bargaining power of suppliers I found that there are large numbers of
suppliers who provide necessary raw materials to the buyers. But now the problem all
of these supplier unable to provide high class raw material rather than most of them
are able to provide standard raw materials. So there few suppliers company whose
contain the capability to provide high class raw materials. Malt Beverage companies
need resin, which is a kind of powder need to produce bottle and closer cap. For color
design they contact with other companies such as, color matrix and for pack design
these companies contact with advertising firm such as Addcom, Grey, etc. So in my
opinion these companies have to depend much on their supplier companies. To
evaluate the present scenarios I can say that the suppliers have little bit upper handed
position than them.
There is not so much substitute product available in the market against food and
beverage rather than people can substitute on brands. Such as:
Yes it is a strong competitive threat for Malt beverage industry but still these
companies are able to grip a good market share and the market share of this
companies are increasing cause they are able to produce new product on a continuous
basis and recently Crown Malt Beverage company have introduce 3 different color
pack in the market. So that means these companies are very much aware of their
substitute product and that’s why these companies always try to bring some quality to
their target customer so that there customer not move towards the substitute products.
In marketing, positioning has come to mean the process by which marketers try to
create an image or identity in the minds of their target market for its product, brand,
or organization. It is the 'relative competitive comparison' their product occupies in a
given market as perceived by the target market.
Definitions
Although there are different definitions of Positioning, probably the most common is:
"A product's position is how potential buyers see the product", and is expressed
relative to the position of competitors.
Positioning is a concept in marketing which was first popularized by Al Ries and Jack
Trout in their bestseller book “Positioning - a battle for your mind".
This differs slightly from the context in which the term was first published in 1969 by
Jack Trout in the paper "Positioning" is a game people play in today’s me-too market
place" in the publication Industrial Marketing, in which the case is made that the
typical consumer is overwhelmed with unwanted advertising, and has a natural
tendency to discard all information that does not immediately find a comfortable (and
empty) slot in the consumers mind. It was then expanded into their ground-breaking
first book, "Positioning: The Battle for Your Mind", in which they define Positioning
as "an organized system for finding a window in the mind. It is based on the concept
that communication can only take place at the right time and under the right
circumstances." (p. 19 of 2001 paperback edition)
What most will agree on is that Positioning is something (perception) that happens in
the minds of the target market. It is the aggregate perception the market has of a
particular company, product or service in relation to their perceptions of the
competitors in the same category. It will happen whether or not a company's
management is proactive, reactive or passive about the on-going process of evolving a
position. But a company can positively influence the perceptions through enlightened
strategic actions.
8. Position.
The process is similar for positioning your company's services. Services, however,
don't have the physical attributes of products - that is, we can't feel them or touch
them or show nice product pictures. So you need to ask first your customers and then
yourself, what value do clients get from my services? How are they better off from
doing business with me? Also ask: is there a characteristic that makes my services
different?
Write out the value customers derive and the attributes your services offer to create
the first draft of your positioning. Test it on people who don't really know what you
do or what you sell, watch their facial expressions and listen for their response. When
they want to know more because you've piqued their interest and started a
conversation, you'll know you're on the right track.
Positioning concepts
• Self-image enhancement
• Ego identification
• Belongingness and social meaningfulness
• Affective fulfillment
3. Experiential positions
• Provide sensory stimulation
• Provide cognitive stimulation
A Positioning Strategy results in the image you want to draw in the mind of your
customers, the picture you want him/her to visualize of you what you offer, in relation
to the market situation, and any competition you may have".
1. Positioning your product against your competitors, " Our prices are half of
that you may find else where for similar products"
2. Emphasizing a distinctive unique benefit "the only book keeping system
that instantly calculates our taxes"
3. Affiliating our product with something the customer knows and values "the
same archiving system used by the library of congress"
Writing a positioning statement should not be a difficult task. For starting off,
first we must decide the following:
Now we will need to write down the following: (fill in the blanks):
We have a positioning strategy, So What? we can't use it to sell your product, which
requires a far more complex process, so what is the strategy for?
we will use your positioning strategy to design all your marketing communications,
and integrate it with every aspect of our marketing program.
Any and everything you will do as part of our marketing program, from web site
design to product packaging and advertising, should aim mainly at convincing
customers of the points contained in our positioning statement.
So, put the statement where we can always see it, and always get back to it whenever
we are marketing the specific product for which it was crafted.
I must stress here, the most significant purpose for having a positioning statement, is
to make sure that all our communications are consistent with its content. There is no
point in having so many different messages for the same product, that lake
consistency.
That is what I meant by saying, you must integrate your positioning statement with
our marketing program, in all aspects.
Every marketing program should cover only one product hence must not reflect more
than one clearly stated positioning strategy, so:
One last point to ensure the effectiveness of your strategy, which may seem too
obvious yet often ignored:
Our Customer must also get the message we are conveying, the way we meant it to
be.
After the organization has selected its target market, the next stage is to decide how it
wants to position itself within that chosen segment. Positioning refers to ‘how
organizations want their consumers to see their product’. What message about the
product or service is the company trying to put across? Car manufacturer Daewoo in
the UK, has successfully positioned themselves as the family value model. The UK
car Skoda brand which has been taken over by Volkswagen has been re-positioned as
a vehicle which had negative brand associations, to one which regularly wins car of
the year awards. The positive comments from the industry and attributes of this
vehicle is has changed the perception of consumers about the Skoda brand.
Ultimately positioning is about how you want consumers to perceive your products
and services and what strategies you would adopt to reach this perceptual goal. For
more information please read Perceptual
Positioning is what the customer believes about your product’s value, features, and
benefits; it is a comparison to the other available alternatives offered by the
competition. These beliefs tend to based on customer experiences and evidence, rather
than awareness created by advertising or promotion.
Marketers manage product positioning by focusing their marketing activities on a
positioning strategy. Pricing, promotion, channels of distribution, and advertising all
are geared to maximize the chosen positioning strategy.
1. By attribute or benefit- This is the most frequently used positioning strategy. For a
light beer, it might be that it tastes great or that it is less filling. For toothpaste, it
might be the mint taste or tartar control.
2. By use or application- The users of Apple computers can design and use graphics
more easily than with Windows or UNIX. Apple positions its computers based on
how the computer will be used.
Positioning is what the customer believes and not what the provider wants them to
believe. Positioning can change due the counter measures taken at the competition.
Managing your product positioning requires that you know your customer and that
you understand your competition; generally, this is the job of market research not just
what the entrepreneur thinks is true.
John Bradley Jackson brings street-savvy sales and marketing experience from Silicon
Valley and Wall Street. His resume also includes entrepreneur, angel investor,
corporate trainer, philanthropist, and consultant. His book is called “First, Best, or
Different: What Every Entrepreneur Needs to Know about Niche Marketing”
Specifications: Products Crown energy drink (330ml can) Material: Malt, rice, hops,
Malt Beverage & co2 the premium test of crown beverage Is enjoyed by all
connoisseurs for Hi- energy and vitality 24 pieces 330ml food grade can Packed with
corograted carton plate & shrimp raping 15.75x 10.5 x 4.75, weight 8.5 KG, FOB
price $ 18 (24 pieces carton) Crown pineapple drink (330ml can) The premium test
of crown beverage is enjoyed by all connoisseur for hi energy and vitality Material:
Malt, rice, Malt Beverage , co2 pineapple juice 24 pieces 330ml food grade can
packed with corograted carton plate & shrimp raping 15.75x 10.5 x 4.75 (inch) weight
8.5 KG, FOB price $ 16 (24 pieces carton) Crown lemon drink (330ml can) The
premium test of crown beverage is enjoyed by all connoisseur for hi energy and
vitality Material: Malt, rice, Malt Beverage , co2 pineapple juice, lemon juice 24
pieces 330ml food grade can packed with corograted carton plate & shrimp raping
15.75 x10.5 x4.75 (inch) weight 8.5 KG, FOB price $ 16 (24 pieces carton)
Manufactured and canned by crown beverages ltd, Bangladesh
We all know human needs for drinks, so why not to have all our daily requirement of
nutrition elements that hard to get from one source.
Refreshing your blood circulation, your digestive & Nerve systems is not a problem
any more, with our product "MOOD", we introduce our product Mood malt beverage
Mood as a natural malt drink with 0.0 % alcohol to enjoy your body health.
• Malt is one of the most diuretic beverages. It’s carbohydrates are largely
broken down and are thus easy to digest for humans.
• The thirst quenching effect of Malt is due to its high water content (92%) and
it’s minerals among others.
• Malt is perfectly suited as a dietary supplement in a low protein diet.
• Malt contains more than 30 minerals and elements.
• One liter of Malt almost covers half the adult daily requirement of magnesium,
phosphorus & potassium.
• Malt contains all important B- vitamins, vitamins A, D and E. One liter of
Malt contains about 210 mg vitamins
• Carbon dioxide is a significant contributor to the refreshing effect of Malt.
Carbon dioxide stimulates blood circulation in the mucous membrane of the
mouth, promotes salivation, stimulates formation of hydrochloric acid in the
stomach, accelerates emptying of the stomach and promotes excretion of
substances usually eliminated in the urine.
• One important vitamin found in Malt is folic acid, which is particularly
essential for pregnant women as a deficiency can cause spinal defects in the
unborn child.
• The antibacterial effects of CO2 and iso alpha acids (hops) also ensure that
pathogenic bacteria cannot live in Malt; the few species of bacteria able to
withstand these effects may spoil the Malt but cannot cause disease.
• There is evidence that iso alpha acids (hops) may help to prevent osteoporosis
(the brittle bone disease which affects the elderly).
• Research has also shown that moderate & regular consumption of Malt helps
to prevent coronary heart disease, apparently by increasing the level of High
Density Lipoprotein (HDL) good cholesterol which forms pellet like particles
that scour away the deposits of Low Density Lipoprotein (LDL) bad
cholesterol on the walls of the blood vessels which could otherwise obstruct
the circulation.
• For many years, malt has been added to the diets of infants and elderly persons
as nutritious supplements. An aqueous mixture of sugars and malt extract has
been used very successfully as a pediatric laxative.\
Wild Brew:
Ingredients:
Carbonated Water, Malt Extract, Glucose Syrup Flavors, Caramel Color, Ascorbic
Acid, Sodium Benzoate, Lactic Acid.
Tabulation of data is one of the most important devices of presenting the data in a
condensed and readily comprehensible form and attempts to finish the maximum
possible space, with out sacrificing the quality and usefulness of the data.
After tabulation the data must be analyzed researcher often use statistical
interpretation, which concentrates or what is average or what deviates from average.
Statistical interpretation shows how widely responses vary and how they are
distributed in relation to the variable being measured. Statistics, marketers relay on
estimates of expected error or deviation from the true values of population. The
analysis and interpretation of data may lead researchers to accept or reject the
hypothesis being selected.
• Gender
Gender
Female
3.3%
Male
96.7%
There are young male and female malt beverage drinker respondent are given on the
basis of the percentage. On the graph the young male malt beverage drinker
respondents are 96.7% and young female malt beverage drinker respondents are 3.3
%.
35%
30%
30%
Percentage
25%
20%
15%
10%
10% 7% 6.70%
3%
5%
0%
16-18 19-21 22-24 25-27 28-30 31-above
Age
The above Bar-chart is showing the age of the respondents. Among the
respondents,3% are from the age of 16-18 years, 7% are from 19-21 years, 43% are
from 22-24 years; 30%,10%,6.7% are from the respondent of 25-27 years 28-30 years
31-above respectively.
Undergraduat 14 46.7
e
1 3.3
H.S.C
30 100.0
Total
Education
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
3.3% 3.3%
5.0%
0.0%
Doctorate Postgraduate Undergrauate H.S.C.
The above figure shows that 3.3 % respondents are Doctorate and 46.7% respondents
represents the Postgraduate and Undergraduate. Finally again 3.3 % represents the
H.S.C respondents.
According to the above figure, it can say that the maximum respondents are
postgraduate and undergraduate and their respondent’s rates are 46.7%.
Service 10 33.3
holder
1 3.3
Businessman
30 100.0
Total
Proffession
Businessman, 3.3%
Service Holder,
33.3%
Students, 63.3%
We have found in our research that student respondents are 63.3 %, businessman 3.3
% and Service holder 33.3 % are habituate to drink malt beverage where students are
the high rate of consuming malt beverage which is 63.3%.
Brand Percent
Respondent
Crown 7 23.3
16 53.3
Wild Brew
3 10.0
Heineken
4 13.3
Others
30 100.0
Total
60.0% 53.3%
50.0%
40.0%
30.0% 23.3%
20.0% 10.0% 13.3%
10.0%
0.0%
In the term of the brand name comes first in our mind, here we have collected from 30
respondents about their opinion that is Crown 23.3%Wild Brew 53.3%, Heineken
10.0% and others 13.3%.
Prefferable to us
70% 66.7%
60%
Percentage
Brand
In the term of the most preferable to you, here we have collected from 30
respondents about their opinion that is Crown 10%, Wild Brew 66.7%, Heineken
6.7% and others 16.7%.
Where Wild Brew got the high rate and the Heineken got the low response which
are 66.7% and 6.7% accordingly.
50.0%
50.0%
40.0%
Percentage
30.0% 10.0%
20.0% 26.7%
10.0%
10.0%
3.3%
0.0%
Price Availability Pack Design Taste Advertisem ent
Particular
According to our research we have able to find out that most of the respondents
are drinking malt beverage and the reason behind that for the purpose of taste and
this respondents rates are 50% , and advertisement rate is 26.7 %, price and pack
design rate 10%, 3.3 % on availability chronologically.
No
3.3%
Yes
96.7%
According to our survey, we have found that the 96.7 % respondents have their
knowledge about Wild Brew and 3.3% respondent has not their knowledge about
Wild Brew who rare malt beverage drinker.
Excellent 10.0%
Good 66.7%
Average 10.0%
According to our research we have able to find out that the most of the respondent’s
rate about the pack design is good which is 66.7%, Average, Very Good, Excellent
rated is 10%. Below Average is 3.3% rate about the pack design of wild brew.
25.0%
20.0%
15.0%
10.0% 3.3%
5.0%
0.0%
Bad Feel Normal Feel Good Feel Excellent
Feel
Category
In term of after feel, among our respondent we have got 3.3 % respondent they are
feeling bad, normal feel 33.3% good feel 40% and Excellent feel 23.3% respectively.
45.0%
43.3%
40.0%
35.0%
30.0% 23.3%
Percentage
25.0%
20.0% 16.7%
13.3%
15.0%
10.0% 3.3%
5.0%
0.0%
Below Average Good Very Good Excellent
Average
From the chart we can see that the percentage of quality of Wild Brew where 43.3%
respondent give Good which is high and 3.3% give below average which is low.
Others are 13%, 16.7%and 23.3% respondent give excellent, very good and average
chronologically.
50%
60.00% 30%
3.30% 10% 6.7%
40.00%
20.00%
0.00%
Below Average Good Very Good Excellent
Average
From the chart we can see that the percentage of pricing of Wild Brew where 50%
respondent gives average which is high and 3.3% give below average which is low.
Others are 6.7%, 10%and 30% respondent give excellent, very good and good
chronologically.
Preferable
Crown Wild Brew Heineken Others Total
Age 16-18 Count 0 0 0 1 1
% within
.0% .0% .0% 20.0% 3.3%
Preferable
19-21 Count 0 1 0 1 2
% within
.0% 5.0% .0% 20.0% 6.7%
Preferable
22-24 Count 1 11 0 1 13
% within
33.3% 55.0% .0% 20.0% 43.3%
Preferable
25-27 Count 2 5 1 1 9
% within
66.7% 25.0% 50.0% 20.0% 30.0%
Preferable
28-30 Count 0 2 1 0 3
% within
.0% 10.0% 50.0% .0% 10.0%
Preferable
31- Count 0 1 0 1 2
above % within
.0% 5.0% .0% 20.0% 6.7%
Preferable
Total Count 3 20 2 5 30
% within
100.0% 100.0% 100.0% 100.0% 100.0%
Preferable
Chi-Square Tests
Symmetric Measures
To get the relationship, here a cross tabulation analysis has been done. This
analysis has been done on the basis of ‘Age’ and ‘Preferable’ category.
The null hypothesis (Ho) taken by the researchers was that, there is no relationship
between age and preferable.
On the other hand, the alternate hypothesis (H1) was that, there is a relationship
between age and preferable.
On a .05 level of significance, with 15 degrees of freedom, the critical value
derives as 24.996, where the chi-square value calculated by the SPSS output is,
16.637.
Thus the Ho is rejected. So it shows that there is a relationship between age and
preferable.
For measurement the relationship we can see that Phi & Contingency Coefficient
shows the strong relationship whereas Cramer's V shows the weak relationship
between the age and preferable.
Pricing
Below very
Average Average Good Good Excellent Total
Feel Bad feel Count 0 1 0 0 0 1
% within
.0% 6.7% .0% .0% .0% 3.3%
Pricing
Normal feel Count 1 7 2 0 0 10
% within
100.0% 46.7% 22.2% .0% .0% 33.3%
Pricing
Good feel Count 0 3 6 2 1 12
% within
.0% 20.0% 66.7% 66.7% 50.0% 40.0%
Pricing
Excellent Count 0 4 1 1 1 7
feel % within
.0% 26.7% 11.1% 33.3% 50.0% 23.3%
Pricing
Total Count 1 15 9 3 2 30
% within
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Pricing
Symmetric Measures
INTERPRETATION
To get the relationship, here a cross tabulation analysis has been done. This
analysis has been done on the basis of ‘Feel’ and ‘Pricing’ category.
The null hypothesis (Ho) taken by the researchers was that, there is no relationship
between Feel and Pricing.
On the other hand, the alternate hypothesis (H1) was that, there is a relationship
between Feel and Pricing.
On a .05 level of significance, with 12 degrees of freedom, the critical value
derives as 21.026, where the chi-square value calculated by the SPSS output is,
10.836.
Thus the Ho is rejected. So it shows that there is a relationship between Feel and
Pricing
For measurement the relationship we can see that Phi & Contingency Coefficient
shows the strong relationship whereas Cramer's V shows the weak relationship
between Feel and Pricing
Personality Total
Nether
disagree
Strongly nor Somewhat Strongly
disagree Disagree agree agree Agree Agree
Education Postgraduate Count 0 1 4 2 3 2 12
% within
.0% 50.0% 66.7% 50.0% 50.0% 40.0% 50.0%
Personality
Undergraduat Count
1 1 2 2 2 3 11
e
% within
100.0% 50.0% 33.3% 50.0% 33.3% 60.0% 45.8%
Personality
H.S.C Count 0 0 0 0 1 0 1
% within
.0% .0% .0% .0% 16.7% .0% 4.2%
Personality
Total Count 1 2 6 4 6 5 24
% within
100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Personality
Chi-Square Tests
Symmetric Measures
INTERPRETATION
To get the relationship, here a cross tabulation analysis has been done. This
analysis has been done on the basis of ‘Education’ and ‘Personality’ category.
Purchase
Nether
disagree
Somewhat nor Somewhat Strongly
Disagree disagree agree agree Agree Agree Total
Reason Price Count 0 1 1 0 0 1 3
% within
.0% 33.3% 25.0% .0% .0% 20.0% 12.5%
Purchase
Availability Count 0 0 0 0 1 0 1
% within
.0% .0% .0% .0% 25.0% .0% 4.2%
Purchase
Pack Design Count 1 0 1 0 0 0 2
% within
33.3% .0% 25.0% .0% .0% .0% 8.3%
Purchase
Taste Count 2 1 1 3 2 4 13
% within
66.7% 33.3% 25.0% 60.0% 50.0% 80.0% 54.2%
Purchase
Advertisement Count 0 1 1 2 1 0 5
% within
.0% 33.3% 25.0% 40.0% 25.0% .0% 20.8%
Purchase
Total Count 3 3 4 5 4 5 24
% within
100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Purchase
Chi-Square Tests
INTERPRETATION
To get the relationship, here a cross tabulation analysis has been done. This
analysis has been done on the basis of ‘Reason’ and ‘Purchase’ category.
The null hypothesis (Ho) taken by the researchers was that, there is no relationship
between Reason and Purchase.
On the other hand, the alternate hypothesis (H1) was that, there is a relationship
between Reason and Purchase.
On a .05 level of significance, with 20 degrees of freedom, the critical value
derives as 31.410, where the chi-square value calculated by the SPSS output is,
17.722.
Thus the Ho is rejected. So it shows that there is a relationship between Reason
and Purchase.
For measurement the relationship we can see that Phi & Contingency Coefficient
shows the strong relationship whereas Cramer's V shows the weak relationship
between Reason and Purchase.
Correlations
Awareness Recall
Awareness Pearson
1 .431(**)
Correlation
Sig. (1-tailed) . .009
N 30 30
INTERPRETATION
To get the association measurement, here a Correlations analysis has been done.
This analysis has been done on the basis of ‘Awareness’ and ‘Recall’ category.
The Correlations value calculated by the SPSS output is, .431 what is not so close
to 1.0 which means that Awareness is not strongly association with Recall.
Correlations
Brand sense
Brand Pearson
1 .185
Correlation
Sig. (1-tailed) . .163
N 30 30
sense Pearson
.185 1
Correlation
Sig. (1-tailed) .163 .
N 30 30
INTERPRETATION
To get the association measurement, here a Correlations analysis has been done.
This analysis has been done on the basis of ‘Brand’ and ‘sense’ category.
The Correlations value calculated by the SPSS output is, .185 what is not so close
to 1.0 which means that Brand is not strongly association with sense.
Correlations
mind Loyalty
mind Pearson
1 .406(*)
Correlation
Sig. (1-tailed) . .013
N 30 30
Loyalty Pearson
.406(*) 1
Correlation
Sig. (1-tailed) .013 .
N 30 30
* Correlation is significant at the 0.05 level (1-tailed).
Correlations
Reason Trustfulness
Reason Pearson
1 -.146
Correlation
Sig. (1-tailed) . .220
N 30 30
Trustfulness Pearson
-.146 1
Correlation
Sig. (1-tailed) .220 .
N 30 30
INTERPRETATION
To get the association measurement, here a Correlations analysis has been done.
This analysis has been done on the basis of ‘Reason’ and ‘Trustfulness’ category.
The Correlations value calculated by the SPSS output is,-.1406 what is not close
to 1.0 which means that Reason’ is weak association with Trustfulness’.
After conducting this assignment successfully I found that Malt Beverage industry of
Bangladesh is able to create a significant position to our economy and try to boost up
the economy of Bangladesh. In conclusion I can strongly predict that Malt Beverage
contains a great future ahead of it, this product is really enclose optimum quality and
want to deliver quality also towards its consumers. I think it’s a matter of time that
Malt Beverage will become the number one choice of the consumers of Bangladesh.
The research has been conducted as structured questionnaire survey on clients and
private customers of consultancy firms in Bangladesh, in order to perceive the service
potential in the market. The study brings out the truth that consultancy seemed to have
a good potentiality in the whole market of Bangladesh.
5.2 SUGGESTION/RECOMMENDATION:
Among the fast moving consumer goods company AFBL is one of the prominent
native company which has several product line and many more come in future. So in
term of consumer perception and positioning they should make in mind the following
recommendation–
(1) Sales force should be more trained up and proactive to capture the market of
beverage.
(2) Product availability should be maintained by the company.
(3) Production should be as per demand of the customer.
(4) It is recommended that certain promotional activities to be undertaken in
order to effective the program like TV/Newspapers/Radio etc.
(5) It is recommended that AFBL should arrange for training program of all the
employee, sales personnel and executives.
APPENDIX
LIST OF TABLES
Sl. Page
Title of the Table
No. No.
6. Graph No. 6 is showing the Which one is the most preferable to you 68
7. Graph No. 7 is showing the Please mention the reason behind that 69
o Schiffman Leon G., Kanuk Leslie Lazar; eighth edition, Consumer Behavior.
o By Philip Kotler, Eleventh edition Marketing Management
o Naresh K.Malhotra ,5th Edition, Marketing Research .
o Kothari C. R., second edition, Research Methodology.
o John Daniel D.; Radebaugh Lee H.; ninth Edition; International Business.
o www.bangladeshyellowpages.com
o www.akij.net
o www.google.com
Dear Respondents,
As a student of Stamford University Bangladesh, doing B.B.A (Bachelor of Science
in Business Administration) specializing in Marketing it has been given a project on
“A Survey on Consumer Perception & Positioning Strategy Followed By Wild
Brew”
So I would like to request you to kindly spare a few minutes from your busy schedule
to fill up the questionnaire and make research a fruit full one.
Gender:
Male Female
Age:
16-18 19-21 22-24
25-27 28-30 31 and above
Education:
Doctorate Postgraduate Undergraduate
H. S. C S.S.C Below S. S. C
Profession:
Student Service holder Businessman
Other (please specify)………………………
In terms of malt beverage, which brand name comes first in your mind?
□ Crown
□ Wild Brew
□ Hunter
□ Heineken
□ Other (please specify)………………………
□ Crown
□ Wild Brew
□ Hunter
□ Price
□ Availability
□ Pack Design
□ Taste
□ Advertisement
□ Other (please specify)……………………
□ YES
□ NO
Please put the tick mark that you want to give the pack design of Wild Brew?
□ Below average
□ Average
□ Good
□ Very Good
□ Excellent
□ Bad feel
□ Normal feel
□ Good feel
□ Excellent feel
□ Below average
□ Average
□ Good
□ Very Good
□ Excellent
(Strongly agree-7, 6-Agree, 5- Somewhat agree, 4- Neither disagree nor agree, 3-Somewhat
disagree, 2-Disagree, 1-Strongly disagree)
Determinants of Positioning 7 6 5 4 3 2 1
When I think about this product, Wild Brew is the first brand that
comes to mind
I can easily recognize this brand among other competing brands
I am aware of Wild Brew
Some characteristics of Wild Brew come to my mind quickly
I can quickly recall the symbol or logo of Wild Brew
Wild Brew has strong personality
Wild Brew is different from its competing brand
Wild Brew has undoubtedly the best quality in the marketplace
I can always trust on Wild Brew if I want a product of high quality
The quality of Wild Brew is very high
I consider myself to be loyal to Wild Brew
I always buy Wild Brew
If I were asked for a recommendation, I would suggest to buy Wild
Brew
I recommend Wild Brew whenever I can
It makes sense to buy Wild Brew instead of any other brand, even if
they are in the same in quality or price
Even if another brand has the same features as Wild Brew, I would
prefer to buy Wild Brew
If there is another brand as good as Wild Brew, I prefer to buy Wild
Brew
If another brand is not different from Wild Brew in any way, it
seems smarter to purchase Wild Brew
Thank you once again for your kind help and co-operation.