Marketing Strategy of Akij Food & Beverage Limited – A study on marketing and sales strategy of Clemon

Abstract

Any basic research like the present one is neither a means nor end in itself. Hence none of the finding or inferences should be treated accordingly. In Bangladesh, there is one corruption filling that there are too many researchers or fact-finding report with little action. This perhaps is one of the major limitations of a developing country like Bangladesh. This report is focused on the marketing strategies of Clemon to establish an effective brand image. Clemon is a clear lemon drink, a product of Akij Food and Beverage Ltd. This product has been launched very recently. The company has segmented the market for the drink very carefully and targeted the all age group specially children and teenage to above (18 to 45 year) for the product as target market. To catch the target customer the company has maintained the quality of the product, designed the pack colorfully and made a very attractive and joy full TV advertise. To attract the target customer the company has fixed a very lively tag line or positioning statement which is "live fresh". Before launching the product the company had to make a survey on the consumer and the competitors of the product. The competitors of Clemon are so many including foreign and national brands of clear drinks. The strongest competitors are 7up and Sprite. These two have a great attachment with the Bangladeshi consumers. To maintain the same quality to fight with the two global brands the company took a lot of time for launching the product. It also needs to analyze the strengths and the opportunities of the product. After launching the product Clemon, the company is getting positive response from the consumers. To transform this positive response from the consumers to the ultimate brand loyalty the company is taking so many effective steps in present and future. In the recent time the company is trying to be the drinks sponsor of every large program to maintain an attachment with the target customers. The company is hoping that in the near future the Clemon will be the leader in the category of clear drink.