Intern Report Updated

‘‘CONSUMER PERCEPTION & POSITIONING STRATAGY FOLLOWED BY

WILD BREW-

In particular reference to AFBL’’

Akij Food & Beverage Ltd.

Submitted to: -

Mohammad Nazmul HuqAssistant professor

Department Of Business AdministrationStamford University Bangladesh

Submitted by: -

SUBBIR AHMEDBBA, 27TH Batch

BBA ID NO: 02707121

STAMFORD UNIVERSITY BANGLADESH

WILD BREW – the beast inside 1

TO WHOM IT MAY CONCERN

This is to certify that Subbir Ahmed, ID NO. -BBA-02707121, student of Stamford University Bangladesh of BBA Program has completed the Internee report titled “Consumer Perception & Positioning Strategy Followed by Wild Brew”

I wish him every success in life.

________________________

Mohammad Nazmul HuqAssistant professor Department of Business AdministrationStamford University Bangladesh


Date: 21st April, 2009

To,Md. Nazmul HuqAssistant professor,Department of Business Administration,Stamford University Bangladesh.

Sub: Submission of the internship report on “Consumer Perception & Positioning Strategy followed by Wild Brew”.

Dear Sir,

I am very much pleased to present my internship report on “Consumer Perception & Positioning Strategy Followed By Wild Brew”. To make this report I have faced many problems, but crossing this hardship I tried my best to make it successful.

It is a great opportunity to me to learn how an Industry analysis can be conducted on the basis of porter’s five forces model and I am able to know the closest picture of malt beverage market and also the perception of Wild Brew malt beverage of consumers.

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 AhmedID –BBA 02707121


Acknowledgement

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.


Declaration

I hereby declared that this report entitled “A Survey on Consumer Perception & Positioning Strategy Followed By Wild Brew” submitted by me to Stamford University Bangladesh for the partial fulfillment of B.B.A (Bachelor of Science in Business Administration) degree is of my own and has not submitted to any other university or institute for the award of any degree as well as this paper may not use any actual market scenario.

Place: Dhaka

Date: August 10, 2006

………………..

Subbir AhmedBBA Id # BBA 02707121BBA, Batch 27th STAMFORD UNIVERSITY BANGLADESH


Executive Summary

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.

To conduct this assignment successfully I interviewed Mr.Amit Roy to know what

their company think about target market and threats of substitute product of malt

beverage companies, which company contain highest potential entrance in the malt

beverage industry of Bangladesh, whether they have bargaining power or the supplier

have the bargaining power and the current condition of the malt beverage industry.

After that I prepared my questionnaires to make a fruitful research and I conduct my

research on 30 respondents and I also visited 15 shop to get the most closest picture of

the malt beverage market. After gathering information through my research I visited

various websites of malt beverage Companies to congregate information.

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.

To successfully conduct my research I also involved in a brainstorming session with

Mr. Amit Roy on the basis of the information that I gather from interview, web

address and text book to complete the report in a most creative and distinctive way.


TABLE OF CONTENTSCHAPTER - 1

INTRODUCTION TO THE STUDY

Introduction11

Statement of the problem12

Origin of the study12

Objective of the study12

Need and purpose of the Study: 13

CHAPTER - 2METHODOLOGY OF THE STUDY

Formulation of hypothesis15

Description of research design15-16

Sources of data17-18

Methodological Assumptions18

SSCOPECOPE OFOF THETHE STUDYSTUDY18

LLIMITATIONIMITATION OFOF THETHE STUDYSTUDY18

Background of the study19

CHAPTER - 3PROFILE OF THE ORGANIZATION

C COMPANYOMPANY PROFILEPROFILE21

Product of AFBL 22

Business Philosophy 23 Employees 24


CHAPTER – 4STUDY OF THE REPORT

Malt beverage26

``Beer'' versus ``Malt Beverage'' 27

Literature Review 28-32

Rivalry among Established Companies (Literature) 33-34

The Bargaining Power of Buyers(Literature) 35

The Bargaining power of supplier(Literature) 36

The Threat of Substitute Products(Literature) 37

Body of the Report 38

Factors of perception of Consumers and Customers 39

Industry Analysis on the basis of Porter’s five forces model 40-45

Rivalry among Established Companies (company) 46

The Bargaining Power of Buyers(company) 47

The Bargaining Power of Suppliers(company) 48

Threat of Substitute Product(company) 49

Positioning (marketing) 50-55

Brief explanation of Malt beverage companies Crown Energy

Drinks

56

Malt Benefits 57

Ingredients of Malt beverage 58


CHAPTER – 5DISCUSSION ON FINDINGS

Classification of data 60

Tabulation of data 60

Analysis and interpretation of data 61

Findings 62-73

Test of Hypothesis 76-83

CHAPTER – 6CONCLUSIONS &

SUGGESTION/RECOMMENDATION 5.1 Conclusion 85

5.2 Suggestion & Recommendation 85

Appendix 86-89

Bibliography 90

Questionnaire 91


INTRODUCTION

TO

THE STUDY

1 1 INTRODUCTIONINTRODUCTION::


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 carrying out marketing analysis, strategies, planning, implementation and control

marketing mangers need information at almost every turn. They need information

about customers, competitors and other forces in the market place. One marketing

executive put it this way – “To manage a business well is to manage future and to

mange the future is to manage information. Increasingly marketers are viewing

information net just as input for making better decision. But also as an important

strategic asset and marketing tools.

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.

1.2 STATEMENT OF THE PROBLEM:


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.

1.3 ORIGIN OF THE STUDY:

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 (9 th November2008

to 9th February 2009) in Akij Food & Beverage Ltd. at 73Akij chamber Motijheel,

Dhaka Branch; which should be submitted on 2009.

1.4 OBJECTIVE OF THE STUDY:

(a) Broad Objective:

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.

(b) Specific Objectives:


1) Various consumer perception about wild brew

2) Different positioning strategy of wild brew.

3) Market monitoring of wild brew launching program

4) To determine the origin of consumer perception & positioning strategy in

terms of FMCG organizations in Bangladesh.

5) Informative advertisement to inform consumer about the product.

6) About the Communication of different media.

1.5 NEED AND PURPOSE OF THE STUDY:

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.


METHODOLOGY

OF

THE STUDY


2.1 FORMULATION OF HYPOTHESIS:

Hypothesis is a tentative proposition formulated for imperial testing. It is a declarative

statement combining concepts. It is a tentative answer to a research question. It is

tentative because its varsity can be evaluated only after it has been tested imperial.

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

2.2 DESCRIPTION OF RESEARCH DESIGN:

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.

A central part of research activity is to devolve an effective research strategy on

design. After the identification of marketing research process, this will detail the most

suitable methods of investigation, the nature on the research instrument, the sampling


plan and the types of data quantitative on qualitative or both. A research forms of

framework of the entire research process. If it is a good design, it will answer that the

information obtained is returned to the research problem and that it was collected by

objective and economic procedure.

The market survey is an example of research procedure; data collection is the

foundation of all marketing research. For the market research and collection of data

various instrument implied for gathering require data and information.

Questionnaire is an example of research instrument. The choice of research of design

depends mainly on the purpose for which the research is conducted. The depth and

extent of the data require the costs and benefits of the research, the urgency of the

work and the time available for completing it will decide while designing the

research.

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.


2.3 SOURCES OF DATA:

(a) Sources data:

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.

(b) Tools of data collection:

(I) Primary Data: Data originally collected for an investigation are

known as primary data. Such data are original is character and are

generated in large number of surveys by some individual institutions.

(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


Secondary Sources:

(I) Annual report of AFBL

(II) Resume of the activities of the international institutions

(III) Through different E-mail address.

(V) Other published materials

2.4 METHODOLOGICAL ASSUMPTIONS (HYPOTHESIS):

The methodological assumptions for the concern study are given below:

It is assumed that the clients (potential students) of Bangladesh are highly satisfied with the AFBL products as well as Wild Brew malt beverage.

It is assumed that the market value of AFBL is increasing day by day. It is assumed that the acceptance of AFBL to the consumer is satisfactory.

2.5 SCOPE OF THE STUDY:

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.

2.6 LIMITATION OF THE STUDY:

(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.


2.7 BACKGROUND OF THE STUDY:

(a) Organizational Background of the study:

Having an understanding of customers is not enough; today’s companies are starting

to play as much attention to tracking their competitors as to understanding their target

customers. A company should constantly compare its services, price channels and

promotion with those of its close competitions. Like other number and profitable

FMCG firm AFBL also consider competition carefully. Quality is highly considered

in case of foreign marketing but in case of home marketing it is in different presently.

Need to publish or telecast regular attractive and informative advertisement in the

newspapers and satellite channels.

(b)Theoretical Background of the study:

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.


PROFILE OF

THE

ORGANIZATION


Company Profile

Akij Food and Beverage Ltd.“Brings Quality in Life”.

The history of Akij Group stretches back to later part of the forties. In its infancy, the

Group started in humble way with jute trading which was known as the golden fiber

of the country, earning highest amount of foreign exchange.

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.


Product of AFBLThe 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. The favorite brand name Mojo gained popularity with in a short

period. Presently the company able to introduce new types of product which increase

the depth of the category of AFBL

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

CategoryBrand Name Size

Cola MOJO

150ml can, 250ml pet and can,

500ml pet, 1 liter pet, 2 liter pet.

Cloudy Lemon Lemu

150ml can, 250ml pet and can,

500ml pet, 1 liter pet, 2 liter pet.

Clear Lemon Clemon

250ml pet and can 500ml pet, 1 liter

pet, and 2 liter pet.

Energy Drink Speed 250ml pet and can

Malt Beverage Spa 500ml pet, 1 liter pet, 2 liter pet

JuiceFrutika

(Mango, Red grape, Red

orange)

250ml pet, 1 liter.

Milk Farm Fresh UHT milk ½ liter tetra pack.

Malt Beverage Wild Brew 250ml can.

Snacks

Cheeky Monkey 15 and 30 gm Foil pack.

Cheese Puffs 15 and 30 gm Foil pack.

O’ Potato

(vegetable masala, Magic

masala)

15 and 30 gm Foil pack.


Business Philosophy

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

Raw material sourcing

Find out or create market for its product

Price set up

Packaging development

Developing communication strategy

Preparing sales forecast

Maintain sales management in the field

Keeping record of sales and stock

Collection & analysis of competitors information


Beside these, it performs a number of activities to conduct their day-to-day business.

Under marketing & sales department, a Brand team performs the key role of real

marketing.

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:

Senior General Manager

General Manager

National Sales Manager

Brand Manager

Purchase executive

Research executive

Brand executives

Brand officers

Event management officers.

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.


STUDY OF THE

REPORT


Malt beverage

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.


http://en.wikipedia.org/wiki/Distilled_spirits

http://en.wikipedia.org/wiki/Distilled_spirits

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Caffeine

http://en.wikipedia.org/wiki/3sum_malt_beverage

http://en.wikipedia.org/wiki/Smirnoff_Ice

http://en.wikipedia.org/wiki/Lager

http://en.wikipedia.org/wiki/Ale

http://en.wikipedia.org/wiki/Beer

http://en.wikipedia.org/wiki/Malt

http://en.wikipedia.org/wiki/Barley

http://en.wikipedia.org/wiki/Beverage

http://en.wikipedia.org/wiki/Fermentation_(food)

http://en.wikipedia.org/wiki/Alcoholic_beverage

``Beer'' versus ``Malt Beverage''

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.

Figure 1: Diagram illustrating the process of brewing beer


Literature Review

Perception:

Perception is defined as the process by which an individual selects, organizes and

interprets stimuli into a meaningful and coherent picture of the world. It can be

described as “how we see the world around us.”

Elements of Perception

Sensation

Sensation is the immediate and direct response of the sensory organs to stimuli. A

stimulus is any unit of input to any of the senses. Examples of stimuli include

products, packages, brand names, advertisements and commercials.

The Absolute threshold

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 Differential Threshold

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


Research process consists of series of actions or steps necessary to effectively carry

out research and the desired sequencing of these steps, are given below:

Formulate the research problem

Extensive literature survey

Developing the hypothesis

Preparing the research design

Determining the sample design

Collecting the data

Execution of the project

Analysis of data

Hypothesis testing

Generalizations and interpretation

Preparation of the report or presentation of the results

Managers have to analyze competitive forces in an industry’s environment in order to

identify the opportunities and threats that confronting a company. Michael E. Porter

of Harvard School of Business Administration has developed a framework that helps

managers in this analysis. Porter’s framework, which is known as the five forces

model and this model focuses on five forces that shape competition within industry:

1. The risk of new entry by potential competitors.

2. The degree of rivalry among established companies within an industry.

3. The bargaining power of buyers.

4. The bargaining power of suppliers.

5. The threat of substitute products.


Figure 2: Porter’s five forces model Source: An exhibit from “How Competence Forces Shape Strategy” by Michael E. Porter (March-April 1979).

The risk of new entry by potential competitors

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


those factor that make costly for companies to enter in an industry. Now some barriers

to entry are given below:

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.

Absolute Cost Advantages: Absolute cost advantages can arise from three main sources; such as:

Superior production operations due to past experience, patents or secret

process.

Control of particular inputs required for production such as labor,

materials, equipment or management skills.

Access to cheaper fund.

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.

If these cost advantage are significant, a new entrant faces the dilemma of either

entering on small scale and suffering a significant cost disadvantage or entering on

large scale and bearing the large risk of significant capital costs.


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.

Barriers to Entry and Competition:

If established companies have built brand loyalty for their products, have an absolute

cost advantage with respect to potential competitors, have significant economies of

scale, or enjoy regulatory protection, then the risk of entry by potential competitors is

greatly diminished. When the risk is low, established companies can charge higher

prices and earn greater profits than would be possible otherwise.


Rivalry among Established Companies

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:

The industry’s competitive structure.

Demand condition.

The height of exit barriers in the industry.

Competitive Structure: Competitive structure refers to the number and size distribution of companies in an

industry: Structure varies from fragmented to consolidate and have different

implications for rivalry. A fragmented industry contains a large number of small or

medium-sized companies, none of which is in a position to dominate the industry. A

consolidated industry may be dominated by a small number of large companies (in

which case it is referred to as an oligopoly) or, in extreme cases, by just one company

(a monopoly). Fragmented industries range from agriculture, video rental and health

clubs to real estate brokers and sun tanning parlors. Consolidated industries include

aerospace, automobiles and pharmaceuticals, etc.

Few Firms Shared dominance

(Oligopoly)

Figure 3: fragmented & consolidated firm


Fragmented

Many firmsNo dominant firm.

Highly Consolidated

One firm or one dominant firm(Monopoly)

Demand Conditions:

Growing demand from either new customers or additional purchasers by existing

customers tends to moderate competition by providing greater room for expansion.

Growing demand tends to reduce rivalry because all companies can sell more without

taking market share away from other companies, and high profits are often the result.

Conversely declining demand results in more rivalry as companies fight to maintain

revenues and market share. Demand declines when consumers leave the marketplace

or when each consumer buys less. Under these conditions a company can grow only

by taking market share away from other companies.

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 Bargaining Power of Buyers

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.


The Bargaining power of supplier

The fourth of Porter’s competitive forces is the bargaining power of suppliers.

Suppliers can be viewed as a threat when they are able to force up the price that a

company must pay for its inputs or reduce the quality of the inputs they supply,

thereby depressing the company’s profitability. According to Porter, suppliers are

most powerful:

o When the product that they sell has few substitutes and is important to the

company.

o When the company’s industry is not an important customer of theirs. In which

instances, the suppliers health does not depend on the company’s industry, and

suppliers have little incentive to reduce prices or improve quality.

o When their respective products are differentiated to such an extent that it is

costly for a company to switch from one supplier to another. In such cases, the

company depends on its suppliers and cannot play them off against each other.

o When, to raise prices, they can use the threat of vertically integrating forward

into industry and competing directly with the company.

o When buying companies cannot use the threat of vertically integrating

backward and supplying their own needs as a means to reduce input prices.


The Threat of Substitute Products

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.


Body of the Report

In literature review I have given a standard of research process through which a

successful research can be done. So to conduct my research perfectly I also followed

that research process in the following way:

Formulate the research problem:

This is the first stage of the research process and here I have to identify for what purpose or for what problem I have to conduct the research. So in this case I make my self clear that I am going to conduct my research on “A Survey on Consumer Perception & Positioning Strategy Followed By Wild Brew”

Determining the sample design:

To conduct my research successfully I have to determine both the sample size and a

particular sample design. There are lots of ways to determine the sample design they

are: Simple random sampling, Quota sampling, Convenient sampling, Cluster

sampling, etc. To conduct my research I choose convenient sampling cause through

this sample design I can choose the sample design in accordance with my

convenience. To make this research fruitful I take 30 respondents from my three

convenient areas such as: Motijheel, Gulshan, and Dhanmondi. And I also visited 15

departmental stores of the areas which I mentioned above.

Collecting the data:

To collection of data there are several ways such as: Observation, Personal interview,

Telephone interview, E-mail, etc. Here in this research I have been used both

observation and personal interview to collect my valuable data from the consumer and

all of this data is also entitled as primary data.

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

because through this application I can perform my analysis perfectly and also can

present my findings in graph design and all of these things can be done very easily.


Factors of perception of Consumers and Customers

After conducting my research I have found some important factors that affect the

perception of both the consumers and customers also.

Seller point of view:

We sell Crown because maximum number of consumer demands that.

We don’t sell Wild Brew because few consumers demand that brand.

Consumer point of view:

In terms of questionnaire my respondents provided some major clues regarding Wild

Brew malt beverage, these are:

Try to make an interesting advertisement.

Try to arrange awareness program, where people gather most.

Influence celebrity to endorse your brand.


Industry Analysis on the basis of Porter’s five forces model

The risk of new entry by potential competitors:

Threat of New Entrants depends on the following criteria: 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?

Potential competitors of the industry of Food and Beverage

a) Buxton

b) Himalayan.

c) Heneiken.

d) Crown Bangladesh, etc.

These companies successfully penetrated in many countries Malt Beverage industry

and make the market more competitive for others. These are international competitors

but in local the Malt Beverage industry’s companies may also face strong competition

from local companies such as:

a) Crown.

b) Hunter

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:

Brand Loyalty: Under brand loyalty there are several point need to be covered, they

are given below:

Quality product and service:

Whenever a new company wants to tap into the market of malt beverage of

Bangladesh then they have to think very much carefully about their quality of product.

If they don’t ensure then they will not able to capture the market because existing

companies already offer high class quality.

Warranty & Guarantee: If a company wants to add with the Bangladesh’s malt beverage industry then first

they have to very much cautious that the consumers can find the manufacture and

expire date of the malt beverage. Company also have to provide batch no BSTI seal

and also have to provide the list and amount of ingredients which have been used to

make the product.

Value Add Service: The Company who are operating with in the malt beverage industry of Bangladesh

currently providing following value add services, 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.


Pack Design:

Companies are now also making creative and unique pack design to differentiate their

product from their competitors. There are two types of pack design—slevematic and

contiroll.

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.

Transparent Bottle and Pack design:

It is also a value add service through which consumers can have a crystal clear view

what’s the product actually look like.

Consumer promotion Program: To create awareness and make product more popular to the consumer companies run

CP program on a particular product that means if a consumer buy that he or she will

get a certain gift.

Trade Promotion Program:

It just opposite of CP cause here the target people to promote is the shop owners,

companies run this program to available their product into the market means want to

increase the market share rather than their competitors.


Event sponsor:

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.

N.B. Picture is being given in the appendix section

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.


N.B. Picture is being given in the appendix section

Strong Customer relationship:

All the companies which are currently operating in the malt beverage industry of

Bangladesh have successfully ensured that they are capable of providing strong

customer relationship through their advertisement and quality product.


Absolute Cost Advantages: The Absolute cost advantages depend on the following criteria:

Efficient production process:

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.

Good relationship with supplier:

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.

Management skills:

These companies management skills is very much at top level that’s why these

industry is now are the most significant industry in Bangladesh economy. So that new

entrance company has to ensure that their management is capable enough to complete


the existing companies and also have to make vital contribution to the economy of

Bangladesh.

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.

Barriers to Entry and Competition: The current situation of the malt beverage industry is highly sensitive and there is a

still chance for a new company to tap into market and get a handsome market share

cause the market contain a large number of malt beverage companies who providing

quality product but still have to struggle hard to grip their market share along with

their competitors.


Rivalry among Established CompaniesThere are some criteria by which I can prove the rivalry among established malt

beverage companies of Bangladesh.

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.


The Bargaining Power of Buyers

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.


The Bargaining Power of Suppliers

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.


Threat of Substitute Product

There is not so much substitute product available in the market against food and

beverage rather than people can substitute on brands. Such as:

o Malt Beverage such as – Crown, Hunter, Heineken, etc.

o Energy drink such as – Tiger, Shark, Big Boss, etc.

o Coke, Sprite, Pepsi, 7up, etc.

o Juice drink such as – Pran Mango juice, Shezan Juice, Acme juice, etc.

o Fruit flavored Water.

o Filter processed Water.

o Tube well Water.

o Boiled Water.

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.


Positioning (marketing)

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.

Product positioning process

Generally, the product positioning process involves:1. Defining the market in which the product or brand will compete (who the

relevant buyers are)2. Identifying the attributes (also called dimensions) that define the product

'space'3. Collecting information from a sample of customers about their perceptions of

each product on the relevant attributes.4. Determine each product's share of mind .5. Determine each product's current location in the product space .6. Determine the target market's preferred combination of attributes (referred to

as an ideal vector) 7. Examine the fit between:


http://en.wikipedia.org/wiki/Mind_share

http://en.wikipedia.org/wiki/Target_market

http://en.wikipedia.org/wiki/Jack_Trout

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Marketing

The position of your product The position of the ideal vector.

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

More generally, there are three types of positioning concepts:1. Functional positions

Solve problems Provide benefits to customers Get favorable perception by investors (stock profile) and lenders

2. Symbolic positions

Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment

3. Experiential positions Provide sensory stimulation Provide cognitive stimulation

Measuring the positioning

Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logic analysis.

Positioning Strategy:


http://en.wikipedia.org/wiki/Logit_analysis_(in_marketing)

http://en.wikipedia.org/wiki/Conjoint_analysis_(in_marketing)

http://en.wikipedia.org/wiki/Factor_analysis

http://en.wikipedia.org/wiki/Multi_dimensional_scaling_(in_marketing)

http://en.wikipedia.org/wiki/Statistical_survey

http://en.wikipedia.org/wiki/Perceptual_mapping

http://en.wikipedia.org/wiki/Stock_profile

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".

With this said, let us design our positioning strategy.

We will be faced with three main options:

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:

Your customer: The type of customer we target. The benefits: What you can do for our customers. The method: How you do it. The USP: Why we do it better than the competitors. (As we may know, USP

stands for "unique selling proposition".)

Now we will need to write down the following: (fill in the blanks):

Our product offers the following benefits: --------------- To the following customers (your target market_: ---------- Our product is better than the competitors in the following manner:

---------------- We can prove our product is the best because (evidence, differences,

testimonials..etc) --------------------

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.


Your positioning statement reflects what we need to communicate about a specific product, and to whom, so we will always hit the right button, communicating the right message to the right customer at the right time.

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:

1 product = 1 marketing program = 1 positioning statement.

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.

Using an effective positioning strategy:

No matter what your business’s product or service is an effective positioning strategy is key to your success. Let’s suppose you are selling rain barrels in a period when we have not experienced a lot of rain for a while. You could make the outrageous guarantee that if it rains so many inches by a certain date, which you’ll give away the rain barrels for free - this is a part of your positioning strategy. Or another slant to the strategy could see you suggesting that you’ll celebrate by giving customers who bought rain barrels a weed trimmer for free, or some other product you are selling.

Markets Positioning Strategies:

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.


http://www.businessmansencyclopaedia.com/

http://www.docbar.org/business/using-an-effective-positioning-strategy/

Developing a positioning strategy

Developing a positioning strategy depends much on how competitors position themselves. Do organizations want to develop ‘a me too’ strategy and position themselves close to their competitors so consumers can make a direct comparison when they purchase? Or does the organization want to develop a strategy which positions themselves away from their competitors? Offering a benefit which is superior depends much on the marketing mix strategy the organization adopts. The pricing strategy must reflect the benefit offered and the promotion strategy must communicate this benefit.

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

Product Positioning Strategies:

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.

Generally, there are six basic strategies for product positioning:

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.

3. By user- Facebook is a social networking site used exclusively by college students. Facebook is too cool for MySpace and serves a smaller, more sophisticated cohort. Only college students may participate with their campus e-mail IDs.

4. By product or service class- Margarine competes as an alternative to butter. Margarine is positioned as a lower cost and healthier alternative to butter, while butter provides better taste and wholesome ingredients.

5. By competitor- BMW and Mercedes often compare themselves to each other segmenting the market to just the crème de la crème of the automobile market. Ford and Chevy need not apply.


http://www.learnmarketing.net/perceptualmaps.htm

6. By price or quality- Tiffany and Costco both sell diamonds. Tiffany wants us to believe that their diamonds are of the highest quality, while Costco tells us that diamonds are diamonds and that only a chump will pay Tiffany prices.

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”


Brief explanation of Malt beverage companies Crown Energy Drinks

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


Malt Benefits

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.

Starting from doctor’s recommendations that guide you to an optimum health conditions, ends you up with "MOOD" , the following quoted article demonstrates a part but not all nutrition values, facts, and benefits of Malt Beverage. Examine Mood by your self and find the difference.

THE BENEFITS OF DRINKING MALT BEVERAGE :

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.\


Ingredients of Malt beverage:Nutrition Facts

Serving Size 1 cup (237 g) Amount Per Serving

Calories 140 Calories from Fat 0 % Daily Value* Total Fat 0g 0%

Saturated Fat 0g 0% Cholesterol 0mg 0%

Sodium 30mg 0% Total Carbohydrates 30g 13%

Dietary Fiber 0g 0% Protein 1g 2%

Vitamin A 0% Vitamin C 2% Calcium 0% Iron 0%

Zinc 0% Thiamin 4% Riboflavin 8% Niacin 15%

Vitamin B-6 4% Folate 8% Vitamin B-12 0% Phosphorus 6% Magnesium 4% Vitamin D 0%

* Percent Daily values are based on a 2,000 calorie diet.آ Your daily values may be higher or lower depending on your calorie needs

Wild Brew:

Ingredients:

Carbonated Water, Malt Extract, Glucose Syrup Flavors, Caramel Color, Ascorbic Acid, Sodium Benzoate, Lactic Acid.

Nutrition fact per 100ml:

Energy 14.3 kcal

Protein 0.1gm

Carbohydrates 3.4gm

Fat 0.1gm

Fibre 0.1gm


DISCUSSION ON

FINDINGS


4.1 CLASSIFICATION OF DATA:

The process of arranging the data in to groups or classes according to resemblance

and similarities in technically called classification.

Classification is the process of arranging data in to sequences and groups according to

their common characteristics or separating them in to different related parts.

Broadly, the data can be classified on the following four bases –

I. Quantitative – According to magnitudes

II. Geographical – According to cities & districts

III. Qualitative – According to attributes

IV. Chronological – According to occurrence of events in time

The classification adopted for this study is quantitative and geographical

classification.

4.2 TABULATION OF DATA:

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.

According to ‘Prof. Owlet’ tabulation is the intermediate process between the

accumulation of data what ever form they are obtained and the final reasoned account

of the result shown by the statistics.

So tabulation means the systematic presentation of the information contained in the

data in row and columns in accordance with some silent features or characteristics.

These may broadly be classified in to two categories –

(I) Simple and complex tables


(II) General purpose and special purpose tables

4.3 ANALYSIS AND INTERPRETATION OF 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.


FindingsAfter conducting my survey on the consumer perception of Wild brew I found some good clue which help the company to make their product more familiar which means more perceived by the consumer than now. The results which I found through my research are given below, and I want to mention again that I conducted my research based on 30 respondents.

Gender

Particulars Respondent Percentmale 29 96.7

female 1 3.3Total 30 100.0

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 %.


Age

Particulars Respondent Percent16-18 1 3.319-21 2 6.722-24 13 43.325-27 9 30.028-30 3 10.0

31-above 2 6.7Total 30 100.0

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.

Education


Particulars Respondent PercentDoctorate 1 3.3

Postgraduate 14 46.7

Undergraduat

e14 46.7

H.S.C 1 3.3

Total 30 100.0

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%.


Profession

Particulars Respondent PercentStudent 19 63.3

Service holder 10 33.3

Businessman 1 3.3

Total 30 100.0

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%.

In terms of malt beverage, which brand name comes first in your mind:


Brand Respondent Percent

Crown 7 23.3

Wild Brew 16 53.3

Heineken 3 10.0

Others 4 13.3

Total 30 100.0

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%.

Which one is the most preferable to you:


Particulars Respondent PercentCrown 3 10.0

Wild Brew 20 66.7

Heineken 2 6.7

Others 5 16.7

Total 30 100.0

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.

Please mention the reason behind that :


Particulars Respondent PercentPrice 3 10.0

Availability 1 3.3

Pack Design 3 10.0

Taste 15 50.0

Advertisement 8 26.7

TotalTotal 30 100.0

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.

Awareness of Wild Brew malt beverage :


Particulars Respondent PercentYes 29 96.7No 1 3.3Total 30 100.00

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.

The pack design of Wild Brew:

WILD BREW – the beast inside

Particulars Respondent PercentBelow Average 1 3.3

Average 3 10.0

Good 20 66.7

very Good 3 10.0

Excellent 3 10.0

Total 30 100.0

70

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.

After Drinks Feel:


Particulars Respondent PercentBad feel 1 3.3

Normal feel 10 33.3

Good feel 12 40.0

Excellent feel 7 23.3

Total 30 100.0

71

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.

The quality of Wild Brew:

Particulars Respondent Percent


Below Average 1 3.3

Average 7 23.3

Good 13 43.3

very Good 5 16.7

Excellent 4 13.3

Total 30 100.0

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.

The pricing of Wild Brew:

Particulars Respondent PercentBelow Average 1 3.3

Average 15 50.0

Good 9 30.0


very Good 3 10.0

Excellent 2 6.7

Total 30 100.0

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.

The Table of the Statistical Overview of Likert Scale (Percentage)

Determinants of Positioning

Strongly agree Agree Somewhat

agree

Neither disagree

nor agree

Somewhat disagree Disagree Strongly

disagree

When I think about this product, Wild Brew is the first

brand that comes to mind

23.3% 26.7% 26.7% 6.7% 0% 13.3% 3.3%

I can easily recognize this brand

33.3% 43.3% 10% 10% 3.3% 0% 0%


among other competing brands

I am aware of Wild Brew 26.7% 33.3% 20% 10% 10% 0% 0%

Some characteristics of Wild Brew come to my mind quickly

23.3% 36.7% 16.7% 6.7% 10% 6.7% 0%

I can quickly recall the symbol or logo

of Wild Brew30% 36.7% 20% 3.3% 3.3% 3.3% 3.3%

Wild Brew has strong personality 26.7% 23.3% 16.7% 23.3% 0% 6.7% 3.3%

Wild Brew is different from its competing brand

20% 36.7% 16.7% 13.3% 6.7% 6.7% 0%

Wild Brew has undoubtedly the

best quality in the marketplace

16.7% 23.3% 23.3% 13.3% 10% 10% 3.3%

I can always trust on Wild Brew if I want a product of

high quality

10% 43.3% 20% 13.3% 3.3% 10% 0%

The quality of Wild Brew is very high 13.3% 43.3% 13.3% 16.7% 3.3% 6.7% 3.3%

I consider myself to be loyal to Wild

Brew16.7% 36.7% 13.3% 23.3% 0% 6.7% 3.3%

I always buy Wild Brew 20% 16.7% 16.7% 16.7% 16.7% 13.3% 0%

If I were asked for a recommendation, I would suggest to buy Wild Brew

33.3% 23.3% 26.7% 10% 6.7% 0% 0%

I recommend Wild Brew whenever I

can23.3% 26.7% 33.3% 10% 3.3% 3.3% 0%

It makes sense to buy Wild Brew

instead of any other brand, even if they are in the same in quality or price

16.7% 30% 23.3% 23.3% 3.3% 0% 3.3%

Even if another brand has the same

features as Wild Brew, I would

prefer to buy Wild

23.3% 36.7% 13.3% 13.3% 3.3% 10% 0%


BrewIf there is another brand as good as

Wild Brew, I prefer to buy Wild Brew

26.7% 20% 23.3% 16.7% 6.7% 6.7% 0%

If another brand is not different from Wild Brew in any

way, it seems smarter to purchase

Wild Brew

26.7% 23.3% 30% 13.3% 0% 6.7% 0%


4.4 TESTING OF HYPOTHESIS:

From the above study the testing of hypothesis is shown below –

Cross tabulation SPSS Output

Age * Preferable Cross tabulation

Preferable

TotalCrown Wild Brew Heineken OthersAge 16-18 Count 0 0 0 1 1

% within Preferable .0% .0% .0% 20.0% 3.3%

19-21 Count 0 1 0 1 2% within Preferable .0% 5.0% .0% 20.0% 6.7%

22-24 Count 1 11 0 1 13% within Preferable 33.3% 55.0% .0% 20.0% 43.3%

25-27 Count 2 5 1 1 9% within Preferable 66.7% 25.0% 50.0% 20.0% 30.0%

28-30 Count 0 2 1 0 3% within Preferable .0% 10.0% 50.0% .0% 10.0%

31-above Count 0 1 0 1 2% within Preferable .0% 5.0% .0% 20.0% 6.7%

Total Count 3 20 2 5 30% within Preferable 100.0% 100.0% 100.0% 100.0% 100.0%

Chi-Square Tests

Value df Asymp. Sig. (2-sided)Pearson Chi-Square 16.637(a) 15 .341Likelihood Ratio 14.802 15 .466Linear-by-Linear Association .074 1 .786

N of Valid Cases30

a 22 cells (91.7%) have expected count less than 5. The minimum expected count is .07.

Symmetric Measures

Value Approx. Sig.Nominal by Nominal

Phi .745 .341

Cramer's V .430 .341 Contingency Coefficient .597 .341N of Valid Cases 30

a Not assuming the null hypothesis.


b Using the asymptotic standard error assuming the null hypothesis.


INTERPRETATION

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.

Feel * Pricing Cross tabulation

Pricing

TotalBelow

Average Average Goodvery

Good ExcellentFeel Bad feel Count 0 1 0 0 0 1

% within Pricing .0% 6.7% .0% .0% .0% 3.3%

Normal feel Count 1 7 2 0 0 10% within Pricing 100.0% 46.7% 22.2% .0% .0% 33.3%

Good feel Count 0 3 6 2 1 12% within Pricing .0% 20.0% 66.7% 66.7% 50.0% 40.0%

Excellent feel

Count 0 4 1 1 1 7% within Pricing .0% 26.7% 11.1% 33.3% 50.0% 23.3%

Total Count 1 15 9 3 2 30% within Pricing 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%


Chi-Square Tests

Value df Asymp. Sig. (2-sided)Pearson Chi-Square 10.836(a) 12 .543Likelihood Ratio 12.955 12 .372Linear-by-Linear Association 3.745 1 .053

N of Valid Cases30


Symmetric Measures


Phi .601 .543


a Not assuming the null hypothesis.b Using the asymptotic standard error assuming the null hypothesis.

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.


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


Education * Personality Cross tabulation

Personality Total

Strongly disagree Disagree

Nether disagree

nor agree

Somewhat agree Agree

Strongly Agree

Education Postgraduate Count 0 1 4 2 3 2 12 % within

Personality .0% 50.0% 66.7% 50.0% 50.0% 40.0% 50.0%

Undergraduate

Count 1 1 2 2 2 3 11

% within Personality 100.0% 50.0% 33.3% 50.0% 33.3% 60.0% 45.8%

H.S.C Count 0 0 0 0 1 0 1 % within

Personality .0% .0% .0% .0% 16.7% .0% 4.2%

Total Count 1 2 6 4 6 5 24 % within

Personality 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

Chi-Square Tests


N of Valid Cases24


Symmetric Measures


Phi .467 .876



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.


The null hypothesis (Ho) taken by the researchers was that, there is no relationship between Education and Personality.

On the other hand, the alternate hypothesis (H1) was that, there is a relationship between Education and Personality.


Thus the Ho is rejected. So it shows that there is a relationship between Education and Personality.

For measurement the relationship we can see that Phi, Contingency Coefficient & Cramer's V shows the weak relationship between Education and Personality.

Reason * Purchase Cross tabulation

Purchase

TotalDisagreeSomewhat disagree

Nether disagree

nor agree

Somewhat agree Agree

Strongly Agree

Reason Price Count 0 1 1 0 0 1 3% within Purchase .0% 33.3% 25.0% .0% .0% 20.0% 12.5%

Availability Count 0 0 0 0 1 0 1% within Purchase .0% .0% .0% .0% 25.0% .0% 4.2%

Pack Design Count 1 0 1 0 0 0 2% within Purchase 33.3% .0% 25.0% .0% .0% .0% 8.3%

Taste Count 2 1 1 3 2 4 13% within Purchase 66.7% 33.3% 25.0% 60.0% 50.0% 80.0% 54.2%

Advertisement Count 0 1 1 2 1 0 5% within Purchase .0% 33.3% 25.0% 40.0% 25.0% .0% 20.8%

Total Count 3 3 4 5 4 5 24% within Purchase 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

Chi-Square Tests


N of Valid Cases24



Symmetric Measures


Phi .859 .606



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.


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 SPSS Output

Correlations

Awareness RecallAwareness Pearson

Correlation 1 .431(**)

Sig. (1-tailed) . .009N 30 30


Recall Pearson Correlation .431(**) 1

Sig. (1-tailed) .009 .N 30 30

** Correlation is significant at the 0.01 level (1-tailed).

INTERPRETATIONTo 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 senseBrand Pearson

Correlation 1 .185

Sig. (1-tailed) . .163N 30 30

sense Pearson Correlation .185 1

Sig. (1-tailed) .163 .N 30 30

INTERPRETATIONTo 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 Loyaltymind Pearson

Correlation 1 .406(*)

Sig. (1-tailed) . .013N 30 30

Loyalty Pearson Correlation .406(*) 1

Sig. (1-tailed) .013 .N 30 30

* Correlation is significant at the 0.05 level (1-tailed).


INTERPRETATIONTo get the association measurement, here a Correlations analysis has been done. This analysis has been done on the basis of ‘mind’ and ‘Loyalty’ category.

The Correlations value calculated by the SPSS output is, .406 what is not so close to 1.0 which means that mind is not strongly association with Loyalty.

Correlations

Reason TrustfulnessReason Pearson

Correlation 1 -.146

Sig. (1-tailed) . .220N 30 30

Trustfulness Pearson Correlation -.146 1

Sig. (1-tailed) .220 .N 30 30

INTERPRETATIONTo 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’.


CONCLUSIONS

&

SUGGESTION/RECOMMENDATION


CONCLUSION:

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.


(6) The concerned sales & marketing executive should occasionally visit the

remote markets to encourage the customers.

APPENDIX

LIST OF TABLES

Sl.

No.Title of the Table

Page

No.

1. Table is showing the products or services offered by the AFBL 21

2. The table is showing Ingredients of Malt beverage 59

3. Table is showing the Wild Brew Ingredients 59

4.

Table is showing The Table of the Statistical Overview of Likert

Scale 75


LIST OF GRAPHS

Sl.

No.Title of the Graph

Page

No.

1. Graph No. 1 is showing the Gender 63

2. Graph No. 2 is showing Age 64

3. Graph No. 3 is showing the Education 65

4. Graph No. 4 is showing the Profession 66

5. Graph No. 5 is showing In terms of malt beverage, which brand name comes first in your mind

67

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

8. Graph No. 8 is showing the Awareness of Wild Brew malt beverage 70

9. Graph No. 9 is showing the The pack design of Wild Brew 71

10. Graph No. 10 is showing the After Drinks Feel: 72

11. Graph No. 11 is showing the The quality of Wild Brew 73

12. Graph No. 12 is showing the The pricing of Wild Brew 74


Event pictures of Wild Brew


BIBLIOGRAPHY

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


http://www.google.com/

http://www.bangladeshyellowpages.com/

Consumers Questionnaire

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:

Profession:

In terms of malt beverage, which brand name comes first in your mind?

□ Crown

□ Wild Brew

□ Hunter

□ Heineken

□ Other (please specify)………………………

Which one is the most preferable to you?

□ Crown

□ Wild Brew

□ Hunter

□ Heineken

□ Other (please specify)……………………


Doctorate Postgraduate Undergraduate

H. S. C S.S.C Below S. S. C

Student Service holder Businessman

Other (please specify)………………………

94

Please mention the reason behind that

□ Price □ Availability □ Pack Design □ Taste □ Advertisement□ Other (please specify)……………………

Do you know Wild Brew malt beverage?

□ 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

After Drinks Feel.

□ Bad feel□ Normal feel □ Good feel □ Excellent feel

What do you think about the quality of Wild Brew?

□ Below average □ Average □ Good □ Very Good □ Excellent

What do you think about the pricing of Wild Brew?

□ Below average □ Average


□ Good □ Very Good □ Excellent

Please rate the followings:

(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 1When I think about this product, Wild Brew is the first brand that comes to mind

I can easily recognize this brand among other competing brandsI am aware of Wild BrewSome characteristics of Wild Brew come to my mind quicklyI can quickly recall the symbol or logo of Wild BrewWild Brew has strong personalityWild Brew is different from its competing brandWild Brew has undoubtedly the best quality in the marketplaceI can always trust on Wild Brew if I want a product of high qualityThe quality of Wild Brew is very highI consider myself to be loyal to Wild BrewI always buy Wild BrewIf I were asked for a recommendation, I would suggest to buy Wild Brew

I recommend Wild Brew whenever I canIt 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

Please provide your valuable Suggestions in terms of Wild Brew malt beverage…


…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

Thank you once again for your kind help and co-operation.


Intern Report Updated

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