1.0 Report Background
Marketing of any product is an art. In this current world marketing plays a very vital role for lunching a new product. Marketing a product is becoming very difficult and definitely so tough. Because in launching a product, first of all the main problem is the competitors of that particular product. If the functions of marketing are right than the product can be marketed successfully. In the current world 85% of new product failed to build its image. Because definitely there are some mistakes happened in the marketing process. So it is very difficult to identify the fault of launching a new product. If any company wants to survive, it has to differentiate it with ...view middle of the document...
Customer can get the original taste and the flavor of the coconut. PiaSha will be a drink where customer can feel the originality and feel the nature. PiaSha will build the value proposition.
1.2 Category of the Product
Product type: [pic]
Logo … [pic]
Slogan … [pic]
Package … [pic]
• Market Information:
Industry Size : 8 Crores
Target Group : Rural people, middle class, student, young people
Buyer Consideration : New product, Price, Brand name
• Industry Information:
Competitors : Sezan, Acme, Starship, Aarong, Pran.
Goal : We want to achieve 40% market share.
Strategy : Competitive price.
2.0 Company Background
In 1994, Mr. M. A. Hashem, Chairman of Partex Group visited an International Trade Exhibition in the US, where he met the executives of Royal Crown Cola Co. International. From then, he started conceptualizing the idea of “RC” beverage brand in Bangladesh. With international brand name recognition and quality he expected that it would gain acceptability in the Bangladesh market.
After his return, a wide range of marketing research was carried out by Partex as well as RC International. After positive results, in 1996, the Corporate Head and the Directors formed Partex Beverage Ltd. Mr. Rubel Aziz,
one of the pioneers of the concept of RC, was given the position of Managing Director. Funds worth Tk. 10 Crore were raised as part of Equity from the Group. Although registered as a Public Limited Company, no public offerings have been made as yet. The factory was setup in Rajendrapur, 40km away from Dhaka city. The company commenced commercial production on 6th October 1997, and RC was launched in Dhaka on 20th October 1997. This is the story of how Partex Beverage Limited became the sole official bottler of Royal Crown Cola Co. International. Now it has been almost
13 years since then, and a number of new products, in new and innovative packages have been introduced to the market. Partex Beverage has also introduced RC outside Dhaka into unexplored markets. We are proud to say that we have stuck to our mission and are now worth over Taka 80 crore (US$ 16 Million).
3.0 Current Market Situation
If we consider the current market then we will find that beverage industry has a significant growth rate. So a lot of companies are coming here. But the others beverage companies are failed to target the right market and reach them. Sometimes they failed to give them the appropriate massage. So we have selected our target customer group and make our marketing strategy....