Chapter 1 Introduction of the report

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1.1

Company overview
Akij Group of Industries is one of the leading Industrial Groups in Bangladesh, which started with trading business in a humble way in early 1940. Today, Akij Group has 20 large-scale Industrial and Commercial Units in its fold such as Jute, Textile, Leather, Hard Board, Pharmaceuticals, Printing & Packaging, Beverage, Cement, Real estate, Safety Match, Chewing Tobacco, Bidi & Cigarettes etc. having an employment strength of 21,000 workers & staff in different categories. Akij Group is one of the biggest companies in Bangladesh. Akij Company a very much focus company. Akij food and beverage is one of the biggest part of Akij group. It was established in 2004 for its factory with 158 employees and in 2005 the employees were 180 for marketing. 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. Akij food and beverage was started with a very little capital but now its production is very high and in future it will increase more. Here different types of food products are produced. After fulfilling the requirement of our country it is exporting products to the foreign countries. We have seen this industries development a few days ago. AFBL is a private limited company. The main object of the owner is to produce goods to fulfill the demand of the people and after fulfilling the demand to export the products of Akij food and beverage in foreign countries. With producing the goods it will also create employment for the people of this poor country.

1.2

Mission
Produce goods to fulfill the demand of the consumer After fulfilling the demand FABL export the products Promote employment generation and poverty alleviation Promote innovation and renovation Aim to be a multinational company

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1.3

Vission:
Act as the food manufacturer of the best quality in the country

1.4

List of Market Offerings:

Type Mango Size 250 ml 1lt Orange 250 ml 1lt Graps 250ml 1lt Price 22 70 22 70 22 70 15 25 50 22 30 15 25 70 10

Product Frutica Juice

Mojo

Cola

250 ml 500 ml 1lt

Speed

Energy Drink

Bottle Can 250 ml 500 ml 1 lt

Clemon & Lemu

Soft drink

Checky Monkey Spa Drinking water

Chips

100 gm

Water

250ml 1000 ml

10 20

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1.5

Practice of Marketing Concept:

AFBL always follow the concept of Production Concept and Product Concept. Because all of product are like that two concept.

Production concept: is the idea that consumers will favor products that are widely available or highly affordable.

- Large production and effective distribution channel is important. - Price of the products remains relatively low and they are available almost everywhere.

Product of AFBL: 1. 2. 3. 4. 5. Spa drinking water Mojo cola Chikey Monkey Speed Energy drink Clemon & Lemu soft drink

Product concept is the idea that consumers will favor products that offer the most quality, performance, and features for which the organization should therefore devote its energy for making continuous improvements. - Research & Development activities and putting emphasis on customer preference is essential.

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Product of AFBL: 01. Frutika juice 02. UHT fresh milk.

1.6

Supply Chain Management:

According to the Council of Supply Chain Management Professionals (CSCMP), supply chain management encompasses the planning and management of all activities involved in sourcing, procurement, conversion, and logistics management. It also includes the crucial components of coordination and collaboration with channel partners, which can be suppliers, intermediaries, third-party service providers, and customers. In essence, supply chain management integrates supply and demand management within and across companies. More recently, the loosely coupled, self-organizing network of businesses that cooperate to provide product and service offerings has been called the Extended Enterprise.

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Raw materials

From Local From different countries

Production

Segmenting Cleaning Processing Final Product

Dealer

Retailer Customer

1.7

List of Strategic Business Units:

Akij BIDI Factory Ltd Akij Transport Agency Ltd. SAF Industries Ltd. Dhaka Tobacco Industries Ltd. Akij Printing & Packages Ltd. Dhaka Tobacco Industries Leaf Processing Plant. Akij Corporation Ltd. Akij Housing Ltd. Akij Match factory Ltd. Akij Jute Mills Ltd. Akij Cement Company Ltd. Akij Textile Mills Ltd. Akij Pharmaceuticals Ltd. Akij Particle Board Mills Ltd. Akij Computer Ltd. Sonar Bangla Cement Ltd. 1950 1950 1960 1966 1974 1981 1983 1987 1992 1994 1995 1995 1996 1996 1997 1998

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Akij Online Ltd. Akij Food & beverage Ltd. Akij Jarda Factory Ltd. Nebula Ink Ltd. Ink Akij Institute of Technology Ltd. Savar Industries (Pvt.) Ltd. Akij Toiletries Ltd Akij Footwear Ltd.

2000 2000 2000 2001 2001 2001 2003 2007

1.7.1 Akij Bidi

Company Name: Business Type: Product/Service (We Sell): Product/Service (We Buy): Akij Biri Factory Ltd Manufacturer Hand Made Cigarette, Tobacco

Newsprint Paper, Tobacco Leaf, Gammed Tape 73, Dilkusha C / A, Akij Address: Chamber, Dhaka. Above 1000 People Number of Employees: 1980 Year Established: Legal Representative/Business Owner: Sk. Mohiuddin North America South America Western Europe Eastern Europe Eastern Asia Southeast Asia Mid East Africa Oceania

Trade & Market Main Markets:

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1.7.2 SAF Industries Ltd.

Company Name: Business Type: Product/Service (We Sell): Address: Number of Employees: Main Markets: Total Annual Sales Volume: No. of R&D Staff: Management Certification: SAF Industries Ltd Manufacturer, Trading Company Shoes and Boots,Upper,Finished Leather,Nappa Calf,Crust Leather 98 Fenman Gardens Above 1000 People Southeast Asia Western Europe US$2.5 Million - US$5 Million 5 - 10 People ISO 9001:2000

1.7.3 Akij Footwear Ltd

Akij Footwear Ltd. starts its journey as a 100% export oriented shoe manufacturing company in 2001 with the highest quality leather support from its sister concern SAF Industries Ltd. The Iron structured modern project is established in a 300000 SQF land area with 50000 SQF actual working space at Ashulia near Zia International Airport, Dhaka and wellequipped with Brand new machines from Italy and Germany. 450 highly skilled staff including foreign experts 2000 pairs/day

Total Staff : Daily Production Product Category Major Market

Shoes, Boots, Sandals (Ladies& Gents) Italy, Germany, Spain, Hong Kong, India, Japan

Production in Akij Footwear Ltd. is being led under close supervision of foreign experts with appreciable skilled workers and strict management to produce High Quality Fashionable shoes according to world latest fashion

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trends. We are ISO 9000:2008 certified by MOODY INTERNATIONAL for our world class product quality.

1.7.4 Dhaka Tobacco Industries:

Dhaka Tobacco Industries came to the fold of Akij Group in late seventies when Government has decided to disinvest and hand over the Factory to private sector from the nationalised sector. The Factory is located at Morkun near Tongi and lot of investment into MEN & Machineries has turned the Factory in to a Modern cigarette producing unit. It employs about 1,200 people who works in a congenial atmosphere to deliver right quality to satisfy the million of Smokers taste and needs. Currently, Dhaka Tobacco industries produces eight brands of cigarettes. These are Navy, Legend White, Five Star, Red & White, K2, Surma and Diamond. Approximately one billion cigarettes are produced per month by the companys factory in Tongi, Gazipur. One hundred million of the Navy brand are exported quality and are sold in Dubai.

In storage, the tobacco is kept in air-conditioned and moisture controlled rooms where its perfection can be maintained for up to two years.

The bales of processed tobacco are sliced in uniform sizes and ground. This is stored in the blending silos in specific ratios. The tobacco (lamina) is moistened, cut and dried. Some of the excess stem produced in National Leaf is also used. It is fed into a conditioner using auto feed. Then, it is cooled and stored in silos to be processed further when necessary. A stem roller is used to flatten the stem so that it is ready to be cut first by the cutter and then by a millicutter. It is moistened using steam in low pressure and dried to attain the desired level of humidity. At this point the lamina and stem come together in the mixing cylinder where chemicals are added. There are different silos for each blend and the cut tobacco is stored in these. Four Rotary feeders are involved in transporting this to the secondary manufacturing department.
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A Molins Plug making machine makes filters. The filter making machine is capable of making plugs of different length and dia. There are cigarette making machines of various brands and speeds. Recently, the company has invested in Molmac Mark 9 machines. They are equipped with a system to remove ferrous material and stems from the tobacco supplied to the machine. In addition, there is an automatic system of weight and density control to maintain uniformity. Focke Hinge Lid Packers are used for packing cigarettes.

Quality Test Module is used to test the circumference of cigarettes and filters using a laser mike head, the total ventilation with closed ventilation zone and the pressure drop in cigarettes is a completely encapsulated condition. The percentage of moisture, nicotine and sugar in various blends is found using the Infralab TM Gauge. A Tobacco Oven determines the total oven volatile content of tobacco and stems. There are a variety of other installations to measure both physical and chemical properties, with the most impressive being a latest smoking machine.

The machines run around the clock except on Friday when most of the maintenance work is done. The well disciplined environment and efficiency of this factory has caused man multinational companies to offer us deal to manufacture their product in order to supply the subcontinent. 1.7.4 Akij Printing & Packaging Ltd. APPL is one of the biggest printing & packages in Bangladesh. The most modern and sophisticated technology of APPL have ensured our high quality printing and packaging including the best quality wide format digital printing system in Bangladesh. Situated in Tongi and Navaran, two factories provide almost all the packaging required by the group. Besides this, they also provide packaging for other companies. The paper needs to be slit and trimmed before printing. Goebel Optima 2000 are multiple slitters, they are able to work with paper, board and film.

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There are various types of printing machines. The Heidelberg Speed master CD102 does four colour offset printing. It is capable of printing 45,000 impressions per shift. There is a Gravure 7 colour printing machine capable of printing 150 m per minute. Some of the stations may be shut off to enable images of smaller numbers of colour to be printed with this machine.

The printed media are then cut to the appropriate sizes by easily programmable machines. These then go through the folding and gluing process. There are wet and dry laminating machines for waterproof packaging. These factories are engaged in advertising and not only printing posters. A state of the art new printing machine is able to print front-lit, back-lit and other types of signs on a variety of media.

1.7.5 Akij Match Factory Ltd.

Akij Match Factory Ltd. has been established in the year 1992 ata beautiful site near Muktarpur Ghat on the bank of river Sitalakshaya.It is a fully automatic match factory which produces 100% Carborized high quality safety matches. Dolphin is the brand name of the matches produced from this factory. Immediately after the introduction of the brand it became very popular among its consumer because of the high quality and intensive distribution in every nook and corner of the country. Most of the raw material comes from various parts of Bangladesh by river. The river Shityalakhkha flows next to the factory and facilitates transportation greatly. Some of the wood used to make match sticks comes from Pakistan. A cutter with a circular saw cuts the logs into 15 portions. The bark is taken off the portions and these are then put through the peeling machine which peels layers of wood off the log. These layer sare chopped into the rough shape and size of match sticks. As these sticks are usually quite moist, they are dried. Carburization and treatment with other chemicals such as Boric acid occurs at this point. This is to ensure that the match sticks dont break when ignited and that their quality is preserved even in highly humid conditions. The chemically treated sticks are
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polished in two stages to give the muni form proportions. The quality is very strictly controlled. At every stage, nonstandard products (wood layers or sticks) are rejected. However, the seare not wasted. The sticks, wood layers and any other scrap wood goes to be recycled in AKIJ Particle and Hardboard Mills. The faults in the rejected matches are dealt with and these are packed manually. The bulk of the matches are packed by rotary packers and these go directly to the market

1.7.6 Akij Food & Baverage 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 its consumer because of the high quality and intensive distribution in every nook and corner of the country. 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 strictly controlled. At every stage, non standard products are rejected.

1.7.7 Akij Cement Company Ltd.

AKIJ Cement has established a foot hole in the cement market. Encouraged by consumers response and confidence AKIJ Cement is in the process of expanding its capacity by many folds. Once completed however, this factory will be quite incomparable. From unloading the raw materials at the jetty to loading the finished product onto boats, all the stages are to be automated and computer controlled. Two fix swing cranes will unload the clinker and gypsum and put them on a belt conveyer to be put into storage. These are then loaded into the bins and measured by two belt scales before entry to the ball mill grinder. This allows the ratio of clinker and gypsum to be controlled. From there the ground cement goes to the vortex separators by the means of a bucket elevator and chain
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conveyer. The vortex separator separates coarse and fine cement by using high pressure. The fine cement is the finished product whereas the coarse cement needs to be ground again. The fine cement is stored in silo sand intricately controlled conditions. This cement goes to the packing machine by a screw conveyer and from there to the jetty by a belt conveyer. The factory is equipped with air filters in order to minimize pollution and recycle any cement that is suspended in the air. The entire production process is computer controlled and there are sensors to monitor various factors at regular intervals. The level of automation reduces dependence on staff and risk of human error. The software controlling the machines allows engineers to view progress on a computer stimulated model of the factory. It also reports problems and permits fine control of every stage. The laboratory is not only involved in quality control but also on improving the cement to being the best brand available. As well as equipment to determine chemical properties of the product, there is apparatus to measure physical factors both before and after the cement has set.

1.7.8 Dhaka Tobacco Industries

Dhaka Tobacco Industries came to the fold of Akij Group in late seventies when Government has decided to disinvest and hand over the Factory to private sector from the nationalized sector. The Factory is located at Morkun near Tongi and lot of investment into MEN &Machineries has turned the Factory in to a Modern cigarette producing

unit. It employs about 1,200 people who works in a congenial atmosphere to deliver right quality to satisfy the million of Smokers taste and needs. Currently, Dhaka Tobacco industries produce eight brands of cigarettes. These are Navy, Legend White, Five Star, Red & White, K2, Surma and Diamond. Approximately one billion cigarettes are produced per month by the companys factory in Tongi, Gazipur.One hundred million of the Navy brand are exported quality and are sold in Dubai, London. In storage, the tobacco is kept in air-conditioned and moisture controlled rooms where its perfection can be maintained for up to two
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years. The bales of processed tobacco are sliced in uniform sizes and ground. This is stored in the blending silos in specific ratios. The tobacco (lamina) is moistened, cut and dried. Some of the excess stem produced in National Leaf is also used. It is fed into a conditioner using auto feed. Then, it is cooled and stored in silos to be processed further when necessary. A stem roller is used to flatten the stem so that it is ready to be cut first by the cutter and then by a mill cutter. It is moistened using steam in low pressure and dried to attain the desired level of humidity. At this point the lamina and stem comes together in the mixing cylinder where chemicals are added. There are different silos for each blend and the cut tobacco is stored in these. Four Rotary feeders are involved in transporting this to the secondary manufacturing department. Molins Plug making machine makes filters. The filter making machine is capable of making plugs of different length and dia. There are cigarette making machines of various brands and speeds. Recently, the company has invested in Molmac Mark 9 machines. They are equipped with a system to remove ferrous material and stems from the tobacco supplied to the machine. In addition, there is an automatic system of weight and density control to maintain uniformity. Fokker Hinge Lid Packers are used for packing cigarettes. Quality Test Module is used to test the circum ference of cigarettes and filters using a laser mike head, the total ventilation with closed ventilation zone and the pressure drop in cigarettes is a completely encapsulated condition. The percentage of moisture, nicotine and sugar in various blends is found using the Infralab TMGauge. A Tobacco Oven determines the total oven volatile content of tobacco and stems. There are a variety of other installations ensure both physical and

chemical properties, with the most impressive being a latest smoking machine. The machines run around the clock except on Friday when most of the maintenance work is done. The well disciplined environment and efficiency of this factory has caused man multinational companies to offer us deal to manufacture their product in order to supply the subcontinent.

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1.8

Product mix table

Product Mix Width is the number of product line company carries. AFBL have 7 product lines. These are Soft Drinks Cola Chips Juice Energy Drinks Water Milk

Product mix length is the total number of items the company carries in a one product line. Product line depth is the number of versions offered of each product in the line.

Akij Food & Beverage

Product Mix Table Soft Drinks Clemon Mojo Checky Monkey Frutica Mango Graps Orange Lemu Cola Chips Juice Energy Drinks Speed Spa UHT Fresh Milks Water Milk

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Akij group Product Mix Table

Tobacco Food & Beverage Akij Biri Spa Minarel water 500ml 1000ml Frutika Juice Mango Graps Orange 200 ml 1000ml Mojo cola 250 ml 500 ml 1000ml Checky monkey chips 200 g Energy drink 250 ml UHT Fresh milk 250 ml 500 ml 1000ml Leather & Footwear Shoes Special Patti 50gm 25gm 12.5gm Golden Patti (Surovi) 50gm 25gm 12.5gm Akij cement (50 kg) Zarda Cement

Navy (Small Pack) (Large Pack)

Boots

Sonar bangla cement (50 kg)

K2

Surma

Diamond Legend White

Upper finish Akiz Zorda leather (Beli) 50gm 25gm 12.5gm Nappa calf Vhiza Patti 25gm 10gm Crust

Akij group have more than 23 companies in Bangladesh. Here we only discuss their 5 top company. In the table we try to focuses their line depth, line width line length. Their consistency product mix is not good because they have different product line where unilevers product line is more consistences.

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1.9

Brand Development Strategies of Akij Group:

Product Category Existing New Line extension Brand Extension Frutika o Mango o Graps o Orange Soft drinks o Clemon o Lemu Cola o Mojo Zarda o Special Patti o Golden Patti (Surovi) o Akiz Zorda (Beli) o Vhiza Patti Multi Brand Cigarette Navy K2 Surma Diamond Legend white Cements Akij cement Sonar bangle cement

Brand Name

Existing

Co-Brand Leather Software and hardware Transport agency Footwear

1.10 Brand Sponsorship:

In Akij group, they have only 2 branding strategy. They have only manufacturer and private brand. They dont have any co-brand or licensed brand. Manufacturer Brand Akij BIDI Factory Ltd Akij Transport Agency Ltd. Akij Corporation Ltd. Akij Housing Ltd. Akij Match factory Ltd. Akij Jute Mills Ltd. Akij Cement Company Ltd. Private Brand SAF Industries Ltd. Crust & finished Leather Dhaka Tobacco Industries Ltd. Cigarettes Nebula Ink Ltd. Ink Akij Institute of Technology Ltd. IT Education & Training Savar Industries (Pvt.) Ltd. Dhaka Tobacco Industries Leaf Processing Plant

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New

Akij Textile Mills Ltd. Akij Pharmaceuticals Ltd. Akij Particle Board Mills Ltd. Akij Computer Ltd. Hardware & Software Akij Online Ltd. Akij Food & beverage Ltd. Akij Jarda Factory Ltd. Akij Printing & Packages Ltd. Akij Toiletries Ltd

Sonar Bangla cement.

1.11 Pricing strategy of AFBL:

Frotika Juice: AFBL followed the Product Line Pricing strategy for Frotika Juice. Because Frotika Juice has three type of flavor like as:

1. Frotika Juice Mango flavor 2. Frotika Juice Orange flavor 3. Frotika Juice Graps flavor

Mojo Cola: For Mojo, AFBL followed the Market Penetration Pricing strategy for attracting people vary rapidly to gain market share. Because when Mojo launched in the market with low price(12 tk only) at that time the other product had lower maximum price between the Mojo.

Clemon & Lemu Soft drink: AFBL followed the Market Penetration Pricing strategy for attracting people vary rapidly to gain market share. Because when Clemon & Lemu

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launched in the market with low price(12 tk only) at that time the other product had lower maximum price between Clemon & Lemu soft drink. AFBL also followed the Product Line Pricing strategy for clemon & lemu because this two product category are same but their flavor is pretty much changed. Speed Energy drink: AFBL followed the Market Penetration Pricing strategy for attracting people vary rapidly to gain market share. When other energy drinks are above 25 tk then speed is only 22 tk. So they are trying to capture maxium market for their energy drink. Spa minarel water AFBL followed the Market Penetration Pricing strategy for attracting people vary rapidly to gain market share. From their first lunch of this product the price is same where other drinking water are 12 tk.

Chikey monkey: AFBL followed the Market Penetration Pricing strategy for attracting people vary rapidly to gain market share. They try to hold and capture new market share from other chips.

1.12 Communication activities of AFBL:

Integrated marketing communication (IMC) is the concept under which a company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and convincing message about the organization and its products. AFBL follows only advertising and sales promotion to promote their product.

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Advertising

Direct Marketing

IMC Mix

Personal Selling

Public Relations

Sales Promotion

Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service for a particular time, place or event depending on company objective. Sales promotion is more influential tool comparing to advertisement and company offers sales promotion to achieve a certain sales goal. Advertisement is any paid form of non-personal communication about an organization, goods, services or idea by an identified sponsor.

Tvc

Fm & Radio Advertising Bill board AFBL Consuonmer promotion

Print media

Special day game show Sales Promotion Mojo kinle kosai free (In kurbani eid)

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Trade promotion Of AFBL: Some trade promotion of AFBL as follow: 1. Allowance: AFBL give 41 tk in 1000 sale. 2. Trade discount: All parterner get special discount of buying product from AFBL. 3. Sales contest: If any partner fulfill their target sale, then AFBL give them special gift 4. Training facilities: AFBL give training facilities to their partner for increasing sells efficiency.

1.13 Evaluation of close competitors of AFBL:

Four P's
Elements of the marketing mix are often referred to as the "Four P's": Product - It is a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. Price The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product.

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Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion - represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations. Any organization, before introducing its products or services into the market; conducts a market survey. The sequence of all 'P's as above is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline.

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Competitor evaluation
AFBL product Frutika Mojo Direct compititors Fruto Pran Cola RC Cola Clemon & Lemu RC Lemon Substitute ACME Cocacola Pepsi 7up Mountain Due Spa Minarel watel Fresh Acme Pran Chikey monkey chips Potato crackres Meridean chips Speed UHT Fresh milk Tiger Arong milk Pusti Milk Black horse Milkvita Pringles Mum

1.14 Limitation Of Study

When we prepare this report we face lot of problem of collecting data because Akij group have not develop their web site. There are some companies which have only name but no information in the web or their parent web site. That was our main limitation.

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Chapter 2 Methodology of the study

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2.1 Data collection Technique:

We have collected data from secondary source and observation.

2.2 Source of data collection

Nature of study This term paper is an exploratory type of study.

We dont have any primary data; we made this report base on secondary data

Secondary Sources Through visiting the website, collecting brochure and information from super shop and the secondary data have been collected. We have used class lecture.

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Chapter 3 Findings and Analysis

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3.1

Findings & Analysis:

After completing our report we found . List of market offering by AFBL. Marketing concept of AFBL. SBUs of Akij Group. Product mix table. Brand development strategies. Brand sponsorship. Pricing strategies followed by AFBL. IMC Evaluation of marketing mix & compititors.

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Chapter 4 Suggestions

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4.1 Suggestions
So, considering all of the factors and feedback from the respondents we have given some suggestions and recommendation in our

Recommendation part. The major recommendations are given below: As we found that Akij is investing a huge amount of money in advertisement and promotional activities that is obviously increasing the price of their products. Since the people already know their brand, they can cut down some portion of their promotional cost to make their product cheaper than the current price. Frutika is being marketed to the mass population only in three flavors like mango, orange and grapes. But the other flavor like lemon, pineapple and mixed fruit are very much fond of by the customers. So they should introduce some new flavor to make their product lines stronger than the existing one.

They dont have any 500ml pack. Not only that in foil pack they are absent in the market. So they should immediately introduce their products in different available and reason pack size that are convenient to the customers like 500ml, 150ml junior pack and 2000 ml family size too. Business creates problems (such as air and water pollution, resource depletion) and should therefore help to solve them; Corporations are citizens in our society and should not try to avoid their obligations as citizens. Businesses often have the resources necessary to solve the social problems as many business organizations often have surplus revenues. Business is a partner in our society, along with the government and the general Population.

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We think that if the management considers the above mentioned recommendations and cope up with the changing market demand Frutika will be able to lead the fruit juice market of Bangladesh for along time.

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Chapter 5 Conclusion

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5.1 Conclusion
Akij Group is one of the fastest business conglomerates in Bangladesh. Akij Group growth is day by day increase and it Coverage: Around 90% of Bangladesh based on the Annual Report-2008. The company of Akij Food and Beverage has a product line of almost all the types of drink and snacks. We made an inquiry regarding customers find solution for meeting the need of lemon flavored clear carbonated beverage within Clemons target range the percentage is very good. It has not been long since Akij group brought out Mojo and Lemu. They have already gained huge popularity. The recent success of Akij group is Frutika, which delivers the promise of no reservatives. The Group has plans for setting up more projects. The projects are already in pipeline. Foreign investors have shown keen interest in joining with us for joint ventures. The matter is under our active consideration and will hopefully soon mature. This will also help the nation's economy growth and will create job opportunities to various professionals. Akij Group is also involved in socio-cultural activities. The Group has been operating a sizeable orphanage free of charge in district 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. But the company needs to be more concerned about society and environment. Because Industries are most responsible for pollution that could occur harm for environment. And AFBL also need to be involved with more social event. Because have the resources necessary to solve the social problems as many business organizations often have surplus revenues.

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