Customer Satisfaction Analysis of 7up in Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh
1.0
INTRODUCTION:
With a promise of refreshment and uplifting your mood, 7up has positioned itself in Bangladesh as an evolving and modern brand in tune with the culture. Since its entry into the local market in the late 70s its has managed to become the largest selling brand in the soft drinks category of the country. 7UP has also been able to establish itself as a culturally relevant brand, winning much admiration in a country where it has come to be recognized as thirst quencher with its natural lemon flavour. 7UP has also succeeded in creating a cultural conned in Bangladesh, by consistently engaging consumers on socio-cultural occasions like Poheia Boisakh & Ramadan. It sets up Refreshment Zones across key towns to help consumers beat the heat accompanied by music to make them feel up & celebrate Pohelo Boisakh. The brand has been active during Ramadan to build hoar as a 7up occasion (the great food accompaniment that it is) to enhance the whole iftar experience & makes the whole family feel up. To strengthen the emotional bond with Bangladeshis, in 2012, it has introduced o new proposition of "Mon Bole I Feel Up" that encourages Bangladeshi youth to be in Great Spirit whatever be the situation as every downside has an upside & ifs the way you see it what makes the difference. With this new approach, 7UP reaches into the core of the youth of the country, who by nature very optimistic & upbeat. So now 7UP not only uplifts and refreshes you, it encourages you to keep up the spirits & spread the cheer to those around you as well. To promote the new proposition, a focused 360 strategic communication support was used to build up and strengthen this new positioning. A thematic TVC was produced by the renowned ad maker Mr. Amitabh Reza showing a young buoyant and bubbly boy travelling by a steamer which gets stuck in silt. Rather than being demoralized with the situation, his
optimism helps turn around the whole negative situation into a positive one using a catchy jingle and dance which becomes infectious and spreads to everyone on board. The Jingle of the TVC has been done in Acapella style of music - using sounds of instruments made by the mouth. This is unique & has been done for the first time in the country but was a challenging task for Mr. Fuad Al Muqtadir, one of the popular music producers of the country, who worked side by side with Mr. Amitabh Reza to bring the concept come to life. By constantly engaging the consumers, being part of key social-cultural occasions and creating an emotional bond with its consumers, 7UP is the top of mind (consumer awareness), most-loved & largest selling soft-drink brand in Bangladesh.
1.1 Background of the Report:

Knowledge and learning become perfect when it is associated with theory and practice. Theoretical knowledge gets its perfection with practical application. This report is an Internship report prepared as a requirement for the completion of the Bachelors of Business Administration (BBA) Program of Independent University, Bangladesh (IUB). The primary goal of internship is to provide an on the job exposure to the student and an opportunity for translation of theoretical conception in real life situation. Students are placed in enterprises, organizations, and research institutions as well as in development projects. The program covers a period of 3 months of organizational attachment.
The report titled Customer Satisfaction Analysis on Soft drinks (7up) found in Bangladesh is a collaboration representation of my internship program at Transcom
Beverages Limited. The topic of the report was granted by the respectable supervisor of the
organization and was approved by the faculty supervisor to satisfy both organizational requirement as well as the fulfilment of internship program. This report has been prepared under both of their supervision.
1.2 Scope of the Report:

The scope of the report is based on my personal experience as an intern at the Marketing Department. I had to make time to carry out a marketing survey on customer satisfaction. The results of this survey are presented in this report. The scope of the organizational part covers the organizational structure, background, objective, function of TBL as a whole. The main part covers scenario of customer satisfaction, Mechanism, and Performance etc.
1.3 Objectives of the Report:

1.4.1. Broad Objective:
The broad objective of this report is Analyzing the customer satisfaction on 7up
1.4.2. Specific Objective:

In order to fulfill the broad objectives, the following specific objectives must be satisfied: To identify the consumers quality, flavors and taste preference. To identify 7up as a brand that satisfies consumers. To identify the price that consumer really concern about. To understand the level of product availability that counts the customer satisfaction.
2.0 ORGANIZATIONAL OVERVIEW:

This chapter emphasizes on the historical background of the company under study, overview of the company, their product and services, organizational structure of Transcom Beverages Limited
2.1 Origin Of the company:

Originated with tea plantation in 1885 is today, one of the leading and fastest growing diversified business houses in Bangladesh employing over 5000 people. Not many industrial groups in Bangladesh can claim a history of continuous business pursuits stretching back over 100 years. Initially tea and jute formed the backbone of the family business. Although these are still part of the activities, they contribute marginally to the overall group turnover.
2.2 Transcom Today:

These early industrial ventures have moved over to businesses involved in high-tech manufacturing, international trading and distribution, forming strong ties with a host of blue chip multinational companies. In recent years Transcom has
emerged as an increasingly significant media house in Bangladesh.
2.3 Transcom Beverages Limited

On the basis of an Exclusive Franchisee for Bangladesh from PepsiCo USA, TBL acquired three modern bottling plants at Dhaka, Chittagong and Bogra from Bangladesh Beverage limited. TBL manufactures the famous 7UP range of beverage-Pepsi, 7up, Miranda orange, Miranda Lemon, Slice, and soda. As a corporate citizen 7UP company believes it has a responsibility to contribute to the quality of life in our communities TBL has put into action this philosophy through support of social agencies, projects and programs and the scope of this support is extensive and it has not been difficult to blend with this philosophy since the TRANSCOM group also followed such a corporate ideology.BDL is the distribution arm through which all 7UP products are distributed all over Bangladesh.
Transcom Beverages products are consumer products. Its products mix is determinate by its product breadth and depth. Transcom Beverages sells six brands of drinks: Pepsi, 7up, Miranda, Slice, Mountain Dew and soda. These drinks are sold different volumes a new addition is the post mix also known as a fountain which sells the drinks in paper cup of 250 ml. All the products have individual trademarks and thus have legal protection.
2.4 ORGANIZATION STRUCTURE:

Chairman Country Manager Chief Executive Officer
General Manager
Sales Operation Manager Unit Sales Manager
Sales Support Manager
HR and Finance Manager
Market Development Manager Market Development Coordinator Market Development Executive Brand Executive
Key Accounts Manager
Accounts Manager Territory Development Manager ADC Customer Executive Sales Statistics Officer Accounts Officer
Accounts Executive
Key Accounts Coordinator Key Accounts Executive
Merchandiser
HR Executive
Figure: Organization Structure of TBL
2.5 Bottling Plant:

Transcom Beverage Limited an intricate of production which can be divided into three steps. Bottle Processing Syrup Production Obtaining the final product
The bottle processing work involves cleaning the bottles. The bottles go through seven different stages of cleaning. In the first phase they are manually checked with powerful lighting to determine if there are some serious problems which the washers can not handle. These bottles are apart for cleaning by hand. Then the next five steps the bottles are cleaned with water, Lime ND Bleach in different high temperatures: 45 Celsius, 65 Celsius and 95 Celsius. In the last stage the bottles are once again cooled to normal temperature. The bottles are thus prepared for refilling. In the syrup production work production work takes places in three boilers. In the first boilers sugar is added in specified quantities to boiling water to prepare a mixture (the water is pumped from two of Transcom beverages own underground pumps).These concentrates can be either powder or liquid from.7up and Miranda are available in both forms while Pepsi-cola is available in only liquid from. This mixture forms syrup. The syrup in the last stage is pumped into the third boiler where it is mixed with carbon dioxide (prepared by using monoethyl-amine caustic soda).Carbon-dioxide is the third boiler which thus produces the final drink. To obtain the final product the drinks is pumped into bottling room. There the clean bottles move through a conveyor belt and is refilled by the pipeline (which is computerized).In this refilling stage there are some damages as bottles burst due to the high pressure but the
damage is not significant, Once capped and sealed the bottles come out of the conveyor belt (at a temperature of 5 Celsius) where they are handled by vacuum pumps and systematically Cased.
2.6 Marketing MIX of Transcom Beverages Limited

The marketing mix is probably the most famous phrase in marketing. The elements are the marketing 'tactics'. Also known as the 'four Ps', Marketing decisions generally fall into the following four controllable categories.
Product Price Place Promotion
2.6.1 PRODUCT
Transcom Beverages Ltd is a wing company of Transcom group. It is a beverage manufacturing company and produces various types of various types the product list and various attributes of the products are as follows.
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Transcom Beverages Product Mix

Product Name Product Type Pepsi
Carbonated Beverage/ Soft Drinks

7up Mirinda Mountain Dew Slice
Convenience product (Consumer product that the customer usually buys frequently, immediately and within a minimum comparison and buying effort.
Logo
2000 ml 1500 ml Sizes 1000 ml 500 ml 250 ml Flavor Introduced Cola 1903
2000 ml 1500 ml 1000 ml 500 ml 250 ml LemonLime 1929 Orange 1934 500 ml
1500 ml 1000 ml 500 ml 200 ml 250 ml
Citrus 1964
Mango 1984
The bottle designs help the brand remain relevant with teens and young adults by Design integrating the equity in the Pepsi logo and delivering greater visual impact in stores. Soft drinks are packaged in glass or plastic bottles, tin-free steel, aluminum, or plastic, or in large stainless steel containers.
Providing our consumers with easy-to-use, convenient and innovative containers are one of our top priorities. Package introductions weve made over the years include Packaging the industrys first two-liter bottle; the first company to respond to consumer preference with lightweight, recyclable, plastic bottles. The industry is now making greater use of fully recyclable aluminum cans and PET plastic bottles.
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2.6.2 PRICE
Profit Organizations like Transcom Beverages must set prizes on their products. The price is actually the amount of money that a customer has to pay for a soft drink. An organization is bound to set its price thinking its costs into account. A price selection which does not cover all the cost may lead the organization into a loss. While pricing its products TBL keeps the following factors into account:
Concentration Cost Labor Cost Developing Cost Manufacturing Cost Total Overhead Royalty Fee
Both internal and external factors that affect pricing decision has been taken into consideration while fixing the price. Internal factors are marketing objectives, marketing mix strategy, cost and organizational consideration. External factors are the marketing demand, competition and other environmental elements. The Bangladesh market of soft drinks judges a product on the price that competitors charge for the similar product and also whenever Coca-Cola is changes its price 7UPSeems to follow it. So, it can be said a competition based pricing strategy is followed by Transcom Beverages. In this Strategy 7UP and other products are priced following competitors pricing, with less attention paid to its costs or demand.
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TBLs Products price rate:

Brand Pack Size
250 ml Glass 500 ml PET Pepsi 1000 ml PET 2000 ml PET Pepsi Diet 500 ml PET 250 ml Glass 500 ml PET 7 Up 1000 ml PET 2000 ml PET 7 Up Light 7 Up Ice Mirinda Orange 500 ml PET 500 ml PET 500 ml PET 200 ml Glass Mountain Dew Slice Mirinda Soda 500 ml PET 250 ml Glass 250 ml Glass 12 6 24 24 24 24 24 24 24 545 456 615 615 615 202 615 310 118 45.42 76.00 25.63 25.63 25.63 8.42 25.63 12.92 4.92 50 80 28 28 28 10 28 15 8 12 6 24 24 24 545 456 615 246 615 45.42 76.00 25.63 10.25 25.63 50 80 28 12 28
Qty (Per Case)

24 24
Per Case Taka

246 615
Per unit Taka

10.25 25.63
MRP/Unit
12 28
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2.6.3 PLACE
TBL divided total Bangladesh in three units. In three units there is lots of distributor in Bangladesh TBLs total distributors are 318 in Whole Bangladesh. Dedicated distributors ensure wide availability of Transcom Beverages Limited products in the shelves of shopkeepers across the country.
Place decides where the product is to be sold. There are 3 main distribution channels to choose from:
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Traditional - selling the product to wholesalers who will then sell the product on to retail outlets. Modern - producers selling the product directly to the retail outlet.
Direct - the producer selling directly to the consumer such as door to door sales or over the internet. The products are sold through traditional a channel of distribution. Direct & Modern channel is avoided byTranscom Beverages Limited.
2.6.4 PROMOTION:
1. Advertising:
The advertisement program of TBL is done through three media. Print media by giving advertisement in newspapers, magazines, and leaflets. Broadcast media to reach the rural customers by television radio etc. the corporate web-site provides necessary information about the company products and benefits of each product. The display media is used to
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inform customer about products and other additional offer through billboards, banners signboard.
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2. Sales promotion:
Transcom Beverages promotional activities mainly consist of sales promotion which is mainly short term incentive program to encourage sales.
These sales promotions may be divided into the following three groups: Incentive Program for Retailers Incentive program for Distributors Incentive Program for Customers
3. Public relation:
TBL is involved with public affairs. For example, TBL sponsored different kinds of program.
Dhaka International Trade Fair Sponsoring holy festivals Arranging Concert Sponsoring sports Tournament.
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3.0 The Origins of soft Drinks:

The manufacturing of soft drinks began in the 1830's in America. However, the evolution of soft drinks took place over a much longer time period. The fascination began with effervescent mineral waters which have been popular for thousands of years. The ancient Greeks bathed in this water, and the Romans established resorts around mineral water springs throughout Europe. In the 1500's, the village of Spa in Belgium became famous for its mineral springs and by 1600, these waters were being bottled and sold in cities as far away as London. More than a thousand years passed before mineral waters made the transition from therapeutic bath to refreshing beverage. Many legends and myths developed about the earth's mysterious waters, believed to be cures for everything from arthritis to indigestion. The claims attracted physicians and scientists who began studying the tiny bubbles fizzing from these waters. The birth of soft drinks lay in man's need for liquid, not only as a means of survival, but for refreshment purposes.
Scientists eventually proclaimed the air being released as simple carbon dioxide. Soon afterwards they perfected a way of producing artificially carbonated water in the laboratory. The first carbonated water was made in 1772 by a young English chemist, who learned how to put carbon dioxide into water while pouring it back and forth over fermenting beer vats. With that development, it was only a matter of time before soft drinks made it into the hands
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of the public. By the 1830's, both artificial and natural mineral waters were considered healthy and refreshing products. But pharmacists, believing they could improve upon their curative properties, experimented with a multitude of ingredients from birch bark to dandelions. And while no miracle cures developed, some very interesting flavours and tastes were discovered. Ginger ale, root beer, lemon and strawberry were among the most popular of the early flavours.
For many years, pharmacists were the driving force behind the refinement of soft drinks and many of the flavours and combinations. It was customary to gather around the new soda fountains and enjoy one's favourite refreshment mixed on the spot. In 1892, the "crown cap" was invented. The crown completely revolutionized the soft drink industry by preventing the escape of carbon dioxide from bottled beverages. In fact, it was the dominant soft drink closure for more than 70 years. Horse drawn wagons travelled America's streets, loaded with brand-name soft drinks and headed for growing retail outlets. While the crown cap helped lead the way to soft drinks in the home, it was not until the 1920's that the trend took hold. The invention of the first six-pack cartons, made it more convenient to carry products back to
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the house. Their use resulted in the increased availability and the growing popularity of soft drinks across America. The appearance of the automobile heralded a new era for the soft drink industry. Roadside stands appeared across the country. Service stations became major outlets for bottled refreshment, and large motorized delivery trucks were better able to satisfy the country's growing taste for liquid refreshment. Automatic vending machines began to appear in the 1920's, once again changing the business of soft drinks. Vending machines and fountain dispensers led the way to the expansion of soft drinks to industrial outlets. Americans could now consume the popular beverage at home or at work. New technology helped soft drink bottlers meet growing consumer demand by significantly increasing the products' availability.
Today refreshment is literally right around the corner. Inventors of soft drinks spread their products across America by opening a few strategically placed bottling facilities through franchise agreements. Eventually it became clear that supplying a growing nation's thirst for soft drinks would require more than a few additional bottling plants. But until the 1890's, the industry was primarily one of manual operations. Glass bottles were blown individually, while filling, sealing, mixing, and packaging were almost totally manual operations. Expansion could not occur without a more mechanized process. That changed between 1890 and 1910. New, automated machinery was developed, making the soft drink industry more efficient and productive. The industrial age was in full swing,
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America's population was exploding and soft drink demand was booming. New, modern machinery turned out uniform products and significantly increased the production of soft drinks. By the time The Great Depression hit, carbonated beverages already were established as part of the American way of life. Consumers were unwilling to give up soft drinks, one of the small pleasures they could still afford to enjoy. But as you know the "Long Island Iced Tea" was born during this period in the "Speak easy" bars. The Depression led the way to the creation of innovative new soft drink brands and containers, which continued during the 1940's and 50's. Responding to consumer demand, the industry rolled out soft drinks in cans and introduced diet beverages to the market. Carriers were developed for convenience and ease in taking soft drinks from the store to the home. Together, America and its soft drink industry suffered hardships caused by World War II. Shortages of cork, sugar and steel significantly impacted the manufacturing process, but soft drinks continued to be available to the public. The soft drink industry participated in scrap metal collection drives and made significant efforts to conserve natural resources in order to support the war effort. Soft drinks were classified as "essential to soldier morale" by the U.S. War Department and both the soft drink industry and federal government made every effort to provide troops with products. When unable to ship soft drinks directly to the soldiers, the government sent machinery and materials so they could be made on the spot. Since that time, the country has experienced significant progress--a man on the moon, colour TV, computers and compact disc players. For the soft drink industry, it has meant the development of new flavors, the sale of canned products in vending machines, and the invention of Polyethylene Terephthalate (PET) bottles. Soft drink companies have kept pace with the nation's endless thirst for refreshment. While many things have changed throughout the years, soft drinks continue to be a beverage of choice.
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3.1 Recipe:
Many of today's soft drinks are the same as the first ones drunk in the 1800s. Soft drink production begins with the creation of flavored syrup using a closely-guarded company recipe. The syrup is mixed with purified water and then carbonated by adding carbon dioxide gas under pressure. This carbonation creates the "tingly fizz" that gives soft drinks a refreshing taste.
3.1.1 Water:
Soft drinks are mostly water. So the quality of the water going into your favorite soft drink is very important. A series of filtration systems produces the super-purified water that is fresh, clean and clear. Soft drink production starts with a pure source of water. Regular soft drinks contain 90% water, while diet soft drinks contain up to 99% water. Drinking water often contains trace amounts of various elements that affect its taste. Bottlers use sophisticated filtering and other treatment equipment to remove any residual impurities and to standardize the water used to make soft drinks.
A colorless and odorless gas, carbon dioxide is the essential characterizing ingredient in all "carbonated" beverages. It is given off when we breathe and is used by plants to produce oxygen. When dissolved in water, carbon dioxide imparts a unique taste. For that reason natural sources of carbonated, or effervescent, mineral waters were once highly prized. These rare mineral waters were also believed to have beneficial medicinal properties. Efforts to
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make and sell "artificial effervescent mineral water" were well underway in Europe and the U.S. by 1800. It was the innovative step of adding flavors to these popular "soda waters" that gave birth to the soft drink beverages we enjoy today. In the early days of soft drink manufacturing, carbon dioxide was made from sodium salts. This is why carbonated beverages were called "sodas" or "soda water". Today, bottlers buy pure carbon dioxide as a compressed gas in high-pressure cylinders. Carbon dioxide gas is absorbed into the flavored soft drink in a carbonator machine just before the container is sealed. While under pressure and chilled, the soft drink may absorb up to four times the beverage volume of carbon dioxide. When you open a soft drink bottle or can, the "pop" you hear and the "fizz" you see is the rapid escape of carbon dioxide gas caused by the sudden release of pressure on the beverage.
3.1.2 Flavours:
One of the most important ingredients in soft drinks is the flavor secret potion: here's where the magic happens. From secret recipes, flavorings are added to give each soft drink its unique taste. By combining sweeteners, herbs, berries, and many other wholesome ingredients, a syrup base is created which is added to the pure water. Most soft drink bottlers mix many individual flavors to create distinctive tastes. Natural flavors in soft drinks come from spices, natural extracts and oils. Fruit-flavored soft drinks such as orange and lemon often contain natural fruit extracts. Other flavors such as root beer and ginger ale contain flavorings made from herbs and spices. There are also some artificial or man-made flavorings used in soft drinks. Nature does not produce enough of
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some flavors to satisfy world demand. Also, some natural flavors are limited geographically and seasonally.
3.1.3 Colours:
Many people don't realize how important color is to taste perception. Color affects our psychological impression of food. If you don' believe it, try eating a familiar food in the dark. The colors used in foods and beverages come from both natural and synthetic sources.
3.1.4 Caffeine:
Caffeine is present as a natural compound in coffee beans, tea leaves, kola nuts and cocoa beans and occurs naturally in more than 60 plants. In some cases, small amounts of caffeine are added to soft drinks as part of the flavor profile. The amount of caffeine in a soft drink is only a fraction of that found in an equal amount of coffee or tea. Caffeine is water soluble and has a classic bitter taste that enhances other flavors. It has been part of almost every cola and pepper type beverage since they were first formulated more than 100 years ago and has been enjoyed in coffee, tea and chocolate beverages for centuries. Even though some people feel the effects of caffeine are harmful, scientific research has refuted these claims. The long history of caffeine's use confirms that it is safe when consumed in moderation. A research has concluded that moderate caffeine consumption is not associated with any health problems. In fact, the amount of caffeine in soft drinks is regulated by the federal government. Most soft drinks that contain caffeine have far less than the maximum allowed, and just a fraction of the caffeine in
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a cup of coffee. For people who wish to restrict their caffeine intake, many caffeine-free soft drinks are available.
3.1.5 Acidulates:
Similar to fruit juices and many other food products, most soft drinks are slightly acidic. Acidulants add a pleasant tartness to soft drinks and act as a preservative. Some soft drinks contain a small amount of one or two common food acidulants phosphoric acid and citric acid. Occasionally, other acidulants such as malic acid or tartaric acid are also used.
3.1.6 Preservatives:
Soft drinks do not normally spoil because of their acidity and carbonation. However, storage conditions and storage time can sometimes impact taste and flavor. For this reason, some soft drinks contain small amounts of preservatives that are commonly used in many foods.
3.1.7 Potassium:
Potassium is another essential nutrient found in many natural and man-made food ingredients. Like sodium, potassium exists naturally in drinking water and, therefore, soft drinks. Small amounts of potassium are also found in some of the flavoring agents and other ingredients used in soft drinks.
3.1.8 Sodium:
Because the names "soda" and "soda water" were associated with early soft drinks, many people falsely believe that carbonated beverages contain significant amounts of sodium. This is not true. Sodium, in the form of various salts, is present in many natural and man-made compounds. It is an essential mineral nutrient responsible for regulating and transferring body fluids, as well as other important body functions. Although an adequate daily intake of
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sodium is necessary for good health, excessive consumption has been tied to high blood pressure in some people. Soft drinks are not significant sources of sodium in the diet. In fact, the local drinking water supply used in making soft drinks contributes most or all of the sodium. Small amounts of sodium in some soft drinks can also come from other ingredients. Even people who are advised to restrict their intake of sodium by their doctor can usually drink and enjoy soft drinks with their doctor's approval. Sodium-free soft drinks are also available
3.2 Regular Soft Drinks:

Most regular (non-diet) soft drinks are sweetened with either sucrose or high fructose corn syrup. A mixture of these sweeteners may also be used. Sucrose, the familiar sweetener in your sugar bowl, comes from sugarcane or sugar beets. Corn syrup is a newer and more convenient liquid sweetener, similar to sucrose but made from corn. It is now used in many prepared foods. With either, the amount of sweetener in a soft drink ranges from 7 to 14%, about the same amount as a glass of pineapple or orange juice. Both sucrose and corn syrup are easily digested carbohydrates, and carbohydrates are an important part of the diet. They provide calories, which are the source of energy for the body.
3.3 Diet Soft Drinks

The popular class of beverages known as diet soft drinks is made possible by the intensely sweet substances we refer to as "diet" or "low calorie" sweeteners are approved for use in soft
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drinks today and sweeteners remains an active area of food research. Aspartame (after many years of scientific testing) was first approved for soft drinks in 1983. It has been reviewed and approved by the governments of more than 60 countries. Its sweetening power is so great that the tiny amount needed to sweeten a soft drink adds less than one calorie per can. Soft drink companies use slightly different amounts of aspartame in various flavor recipes. Most diet soft drinks are sweetened with aspartame alone, but some may contain a blend of aspartame and saccharin. Sucralose is a low calorie, highintensity sweetener that is about 600 times sweeter than sugar. It is sold under the brand name of "Splenda". Sucralose and sugar have been shown to have similar taste and flavor profiles. Saccharin, is extremely sweet, about 300 times sweeter than sugar, and contributes no calories. It is stable in foods and is metabolically inert, which means that it goes through the body without changing and it is relatively inexpensive. Because of some concerns raised in the late 1970s, labels are required on all products containing saccharin. It is now generally accepted by scientists that there is no risk in consuming saccharin. The many years of saccharin use demonstrate not only its popularity with soft drink manufacturers, but also with consumers. Acesulfame K, under the brand name of "Sunnett", is an example of a new diet sweetener for soft drinks. Acesulfame K is a calorie free, heat stable sweetener that is 200 times sweeter than sugar. A number of other fascinating low-calorie sweeteners are currently undergoing safety evaluations for future use. These include alitame, a compound similar to aspartame that is remarkably 2,000 times sweeter than sucrose and various naturally occurring plant derivatives, such as stevia and thaumatin.
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4.0 Conceptual Framework

Independent variable: Dependent variable:
1. Quality, Flavors, Taste 2. Brand

Satisfaction
3. Price 4. Availability
Dependent Variable: The dependent variable is the circumstances or characteristics

that can change, disappear or appear when the researcher implements the independent variable. For example: Satisfaction is the dependent variable.
Independent Variable: Independent variable is the circumstances or characteristics

which the researcher can manipulate in her effort to determine what their connection with the observed phenomenon is. This means that the researcher has direct control over the variable. As example of an independent variable: Brand, Price.
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5.0 Statement of the problem

Consumer Satisfaction analysis on soft drinks (7up) Soft drinks are no longer necessity now a day its a need. Drinking water in many cases is contaminated with various wastes and water born diseases like diarrhoea, hepatitis etc even in the mineral water bottle. This has led people to drink soft drink, particularly when outdoors. This led to an explosion of available brands. On the other hand the role of retailers from mentor to facilitator. Consumers give importance on product arrangement and visibility and they get soft drink cold.
The frameworks of the topics suggested that the consumer satisfaction on soft drinks will depends on certain key factors, like: Quality, Flavours, Taste, Brand, Price, Availability etc. This sort of things will define here, Quality has been defined as fitness for use, or the extent to which a product successfully serves the purposes of consumers (Beverly et al., 2002). Westbrook and Oliver (1981) argued that satisfaction is an evaluation of the totality of the purchase situation relative to expectation, whereas brand attitude is a liking for the product that lacks this element of comparison.
Consumer satisfaction may be seen to represent the influence of past experience of particular brands, because it is an overall evaluation of personal consumption experience. And the customer satisfaction influences loyalty. The direct effect of consumer satisfaction on loyalty is consistent with the existing literature on attitude-behaviour consistency about the Brands.
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Some customers will stumble across the product when they shop, take the time to discover that it is perfect, and decide to buy it. On the other hand, some customers will pass over the soft drinks on their way to soft drinks they know about.
Price is closely related to the concept of consumer satisfaction. Excess of the price which a man would be willing to pay rather than go without having a thing over what he actually does pay is the economic measure of his satisfaction surplus (Marshall, 1890). From the perspective of the Soft drinks, the increasing customer satisfaction is likely to decrease price elasticity of demand. As price also provides an important indicator of loyalty interested in assessing the long-term benefits of customer satisfaction should consider using price measurements along with more traditional measures of soft drinks.
Availability is becoming an increasingly important issue for consumers seeking out convenient drinks, The shoppers are the most likely to substitute stores if a soft drink is outof-stock, with over one in two claiming this is a response to availability issues. The majority of shoppers also admit to switching brands if they cannot find key products they need. A large proportion of items the consumer believes to be "sold-out" are actually in-store but in a new location, while many missing products were never on the store inventory in the first place.
Retailers and manufacturers across Europe are losing out to store and brand switching as consumers substitute products which are unavailable or difficult to find [Institute of Grocery Distribution (IGD)].
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In principle, it should be fairly easy for all consumers to take the political decision to buy soft drinks. Indeed, they should be encouraged to buy this as it will not only benefit the company but also the contracting authority by improving its public image. In fact, a soft drinks purchasing habit does not normally require any structural changes by the habit. But putting the habit into practice will first require some needs for purchasing products, when choosing the contracts most suitable for drinking.
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6.0 Literature Review

As one of the leading companies Transcom Beverage Company the exclusive franchisee of Pepsi-Cola reacts proactively with the changes. There are a good number of national and international companies in Bangladesh. So competition is very high in soft drinks industry. Not only competition but also consumers also changed and their consumption pattern also changed. Previously people searched for quality product, but now lots of quality products are available in market. What they get in front of them they purchase it. So make 7UP product available and visible to consumers and to stay with competitive market.
The frameworks of the topics suggested that the consumer satisfaction on soft drinks will depends on certain key factors, like: Quality, Flavours, Taste, Brand, Price, Promotion, Availability etc.
Quality has been defined as fitness for use, or the extent to which a product successfully serves the purposes of consumers (Beverly et al., 2002). Perceived product quality is perhaps one of the most important constructs in marketing. In recent years, perceived quality has been the subject of considerable interest by both practitioners and researchers, mainly in services marketing (Cronin & Taylor, 1992); Parasuraman, Zeithaml& Berry (1996). However, work that integrates the role of perceived product quality within the context of other marketing variables like product involvement, consumer satisfaction and purchase intentions has received less attention.
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Soft drinks are mostly water. So the quality of the water going into your favourite soft drink is very important. A series of filtration systems produces the super-purified water that is fresh, clean and clear. Soft drink production starts with a pure source of water. Regular soft drinks contain 90% water, while diet soft drinks contain up to 99% water. Drinking water often contains trace amounts of various elements that affect its taste. Bottlers use sophisticated filtering and other treatment equipment to remove any residual impurities and to standardize the water used to make soft drinks.
A colourless and odourless gas, carbon dioxide is the essential characterizing ingredient in all "carbonated" beverages. It is given off when we breathe and is used by plants to produce oxygen. When dissolved in water, carbon dioxide imparts a unique taste. For that reason natural sources of carbonated, or effervescent, mineral waters were once highly prized. These rare mineral waters were also believed to have beneficial medicinal properties. Efforts to make and sell "artificial effervescent mineral water" were well underway in Europe and the U.S. by 1800. It was the innovative step of adding flavours to these popular "soda waters" that gave birth to the soft drink beverages we enjoy today. In the early days of soft drink manufacturing, carbon dioxide was made from sodium salts. This is why carbonated beverages were called "sodas" or "soda water". Today, bottlers buy pure carbon dioxide as a compressed gas in high-pressure cylinders. Carbon dioxide gas is absorbed into the flavoured soft drink in a carbonator machine just before the container is sealed. While under pressure and chilled, the soft drink may absorb up to four times the beverage volume of carbon dioxide. When you open a soft drink bottle or can, the "pop" you hear and the "fizz" you see is the rapid escape of carbon dioxide gas caused by the sudden release of pressure on the beverage.
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One of the most important ingredients in soft drinks is the flavour secret potion: here's where the magic happens. From secret recipes, flavourings are added to give each soft drink its unique taste. By combining sweeteners, herbs, berries, and many other wholesome ingredients, a syrup base is created which is added to the pure water. Most soft drink bottlers mix many individual flavours to create distinctive tastes. Natural flavours in soft drinks come from spices, natural extracts and oils. Fruit-flavoured soft drinks such as orange and lemon often contain natural fruit extracts. Other flavours such as root beer and ginger ale contain flavourings made from herbs and spices. There are also some artificial or man-made flavouring used in soft drinks. Nature does not produce enough of some flavours to satisfy world demand. Also, some natural flavours are limited geographically and seasonally.
Although perceived quality is generally treated as a post-purchase construct (Holbrook &Corfman 1985; Roest&Pieters 1997), some scholars (Rust & Oliver 1994) support the notion that perceived quality is both a pre- and post-purchase construct, as they argue that a previous product experience is not needed to assess quality. Whether an interaction, a direct and/or indirect effect exists between perceived product quality and purchase intentions, marketing scholars agree that a relationship between these two constructs exists.
Brand attitudes and satisfaction are regarded as distinct concepts in the customer satisfaction literature (e.g., Oliver, 1980, 1997; Yi, 1990). According to Oliver (1981), customer satisfaction is relatively short-lived and is consumption specific. Westbrook and Oliver (1981) argued that satisfaction is an evaluation of the totality of the purchase situation relative to expectation, whereas brand attitude is a liking for the product that lacks this element of comparison.
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Several empirical studies have shown that satisfaction is distinct from brand attitude (e.g., Oliver, 1980, 1981; Westbrook & Reilly, 1983; Wilton &Tse, 1983). Employing a pathanalytic model, Oliver (1980) found that satisfaction derived from past experience precedes and influences post purchase attitude. Bolton and Drew (1991) treated attitudes as a consequence of satisfaction. It is also possible that an attitude can develop on the basis of indirect experiences (e.g., Oliver, 1997). To this extent, past experience, advertising, and corporate image are all determinants of the satisfaction on a brand.
Brand building is about extending a brands image. We are adept at connecting local preferences to our global brands, resulting in overall growth. Creating new products is not the only way we build brands. The experts are capturing consumer attention with the brands. 7UP is a brand of a lemon-lime flavoured non-caffeinated soft drink. The rights to the brand are held by Transcom Beverages Limited in the Bangladesh, and PepsiCo (or its licensees) in the rest of the world, including Puerto Rico. The 7UP logo includes a red spot between the '7' and 'UP'; this red spot has been animated and used as a mascot for the brand as Cool Spot. The style of font used the brand is also unique. The branding strategy of Transcom beverage limited can be characterized as being marketing under the products brand. Since the middleman are not important (from the good will perspective) and the products are highly differentiated. Transcom Beverages Limited sells the products using the products brand. The Pepsi-Cola products are also branded for market saturation. To exploit different markets, not only are the drinks of different taste but the branding is also different.
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Research within the hospitality industry suggests that price plays a significant role in the satisfaction guests have towards the value and quality of the hospitality product they are buying (Mattila et al., 2003, p. 329). Recent studies suggest that satisfaction with price affects overall customer satisfaction. In the beverage market, customer satisfaction is determined by two separate measures: satisfaction with the pre-purchase experience (e.g. ease of use, selection) and satisfaction with the postpurchase experience (e.g., delivery, order tracking, customer service). The price is actually the amount of money that a customer has to pay for a soft drink. An organization is bound to set its price thinking its costs into account. A price selection which does not cover all the cost may lead the organization into a loss. Both internal and external factors that affect pricing decision have been taken into consideration while fixing the price. Internal factors are marketing objectives, marketing mix strategy, cost and organizational consideration. External factors are the marketing demand, competition and other environmental elements.
It is very important that the correct price is charged for a product. If the price is too high consumers will avoid the product as they will believe it to be too expensive yet if the product is priced too low they may believe that there is something wrong with the product for it to be so cheap. Also if the company charges too low a price, it may not cover its costs. There are many different pricing strategies that companies can use to decide on a price for their product including market and psychological pricing methods. The Bangladesh market of soft drinks judges a product on the price that competitors charge for the similar product and also whenever Sprite is changes its price 7up seems to follow it. So, it can be said a competition based pricing strategy is followed by Transcom Beverages. In
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this Strategy 7up and other products are priced following competitors pricing, with less attention paid to its costs or demand. The importance of price-value or what can be referred to as the value perception guests have towards the hospitality product and service offered and one should note that the importance of price-value is more individualistic then both satisfaction and quality. Zeithaml (2004) Argue that it involves the benefits received for the price paid
Product availability impacts many industries such as transportation, events, and retail, yet little empirical evidence documents the importance of stocking decisions for firm profits, vertical relationships, or consumers. By conducting several experiments, exogenously and removing top-selling products from a set of vending machines and analyzing substitution patterns and profit impacts of the changed product availability using nonparametric analyses and structural demand estimation. We find substantial switching to alternate products, and evidence of misaligned incentives between upstream and downstream firms in the choice of which products to carry.
Transcom Beverage is one the most successful soft drinks manufacturing and distribution organization in Bangladesh. On their way to ensuring that their products reach the target customers to the maximum, they mostly rely on Retailing. Thats why they r the market leader now. As a part of their Sales Promotion they arrange incentive programs for retailers, distributors and customers. The analysis is done mainly to capture the attitude of retailers regarding this program & also tries to measure the efficiency of the Transom Sales & management team in regard to the program. In order to support the incentive program TBL provides the retailers with various supporting products. For this they do not charge any extra cost, these are thought
37
of supporting equipments. A retailer incentive program will not be successful if it is not mutually beneficial to both parties. Retailers will not get enrolled into the program if they do not feel that the program will bring them profit & help in their growth. On this way 7up has maintain the best availability on the market.
Availability is becoming an increasingly important issue for consumers seeking out convenient drinks, The shoppers are the most likely to substitute stores if a soft drink is outof-stock, with over one in two claiming this is a response to availability issues. The majority of shoppers also admit to switching brands if they cannot find key products they need. A large proportion of items the consumer believes to be "sold-out" are actually in-store but in a new location, while many missing products were never on the store inventory in the first place.
With a promise of refreshment and uplifting the mood, 7up has positioned itself in Bangladesh as an evolving and modern brand in tune with the culture. Since its entry become the largest selling brand in the soft drink category of the country. 7up has gained 100% brand awareness, strong distribution channel, strong financial support, effective tag lines; it holds the number one position in the market from last five to six years. Its basic approach of making 7up in felicity with music, as the young generation is somewhat obsessed about music and concerts. 7up has also been able to establish itself as a culturally relevant brand, winning much admiration in a country where it has come to be recognized as thirst quencher with its natural lemon flavour.
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7.0 RESEARCH METHODOLOGY

7.1 Research Design
The conceptual framework illustrates the name of research variables and relationships within them. In this study, the relationships between Quality, Brand, Price, Availability and Customer satisfaction have been investigated, especially in context of 7up in Bangladesh. Research that studies the relationships between two or more variables is also referred to as a co relational study (Cooper & Schindler, 2003). That is why a co relational research design has been selected in order to find out the appropriate answers of the research questions. The model also suggests this type of design. Here, Customer satisfaction is considered as the dependent variable, whereas Quality, Brand, Price, Availability are considered as independent variable. To gather data on the research questions, the researcher has used questionnaire. The rationale behind using questionnaire to collect data is: 1) It takes less time to fill up a questionnaire. Therefore, the customers would not be reluctant in providing accurate data. 2) Personal interview would be both time and cost consuming. 3) The data gathered through questionnaire would be easy to put in quantitative analysis. Therefore, questionnaire is the most useful method to collect data for this study.
7.2 Sampling Method

The sampling frame for the employees was the official register of the employees. The researcher will use the systematic sampling to collect the sample for this study. In most of the
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previous researches conducted on FMCG the researchers had used this type of sampling (Piercy, 1995; Calleya, &Caruana, 1998). The sample size will be 100 as in the previous research which was conducted on the work climate perceived by employees the researcher has chosen a sample size of 100 and found effective match (Yoon et al., 2001).In this research, will use sample size of 25/30 because of time limitation.
7.3 Survey Instrument

To gather data structured questionnaires have been used. The questionnaire survey is the most effective method for this study to collect data for this for the following reasons1. Respondents anonymity can be maintained. 2. The research has been conducted surveying 30 respondents. It was not possible to conduct personal interview because of time limitation. Therefore, questionnaire survey was the most appropriate one for this study.
3. In most of the current studies conducted on these variables of this study, the researchers used questionnaire survey for their study (Yoon et al., 2001).
In the questionnaire that has been developed, there were four sections such as, Quality, Brand, Price, and Availability. Quality has been measured by using 3 questions in Likert scale developed by Kelley (1992) and Kelly et al. (1992). Brand has been measured by using 3 questions in Likert scale (http://www.scribd.com/doc/53059385/Business-Research-Methods-Questionnaire-on-soft-drinks). Price has been measured by using a 1 item Likert scale and lastly Availability has been measured by using 3 questions in Likert scale. developed by Scarpello and Campbell (1983) [http://www.my3q.com/research/cooks189/27689.phtml]
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7.4 Data Collection Procedure

It will be a descriptive type of study. The methodology of this report is totally different from conventional reports. I have emphasized on the practical questionnaire survey method. Thisresearch required primary data and also secondary data to investigate the research
questions.
7.4.1 Primary Sources:

Primary Data was derived from the practical deskwork. Moreover, the survey also helped me to get information directly from the employees. And mainly from the data of primary sources, where questionnaire survey method was used.It is the systematic collection of information directly
from respondents using survey.
7.4.2 ;/:
Internal sources- Different documents provided by concerned officers and different circulars, manuals and files of the organization. External source- Different websites related to the beverages sector and online resources.
7.5 Collection of Data:

Conducting a survey of thirty respondents helped me to collect primary data. The questionnaire is attached in the report in the Appendix. The survey helped me in both deriving the information and also explaining the condition of satisfaction of the consumer of the 7up.
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7.6 Data Analysis Process

Gathered information is analysed using Microsoft excel. Statistical tools, such as pie chart, bar chart used in analysing the data.
7.7 LIMITATION
Depending on the feedback from the respondents, this report is prepared. Though the report would be helpful to Transcom Beverages Limited a lot, some people were reluctant to provide feedback. Some concerned might think that the information associated with them were confidential enough to disclose to the external world. I only worked at the marketing division, and it was quite difficult to understand about the procedure and the extent to which employees were satisfied in the other division. Another problem was time constraint. In case of research the sample size was quite small as it was not possible to analyze large sample due to time constraint. The duration of my work was only three months. But this period of time is not enough for a complete and clear study. It is because of the limitation of information some assumptions were made. So there may be some personal mistakes in the report. Although there were many limitations I tried to give my best effort to furnish the report.
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8.0 DATA ANALYSIS ON SOFT DRINKS MARKET:

For this part of the report, I conduct a survey on the soft Drinks consumers who lived in Dhaka. The Questions are divided into four sections for an effective analysis; one is concerning about Quality, Flavour and Taste, second one is about Brand, and third one is about Price and last one is about Product Availability. After finishing the survey, I found the following findings: From the fig: 1 its found that [Fig:1] Most of all soft drinks in Bangladesh is good according to the quality and taste people do not satisfy about the taste of the soft drinks. Which is a
34% Strongly Disagree 14% Disagree 23% Neutral 17% Agree 14% Strongly Agree
34% person do not satisfy about the quality and taste. And only average people can agree in this question.
From the fig: 2 its found that people are satisfy about the taste of 7up. Which is a 26% person agree and strongly agree. And only few portion people do not like the 7up
[Fig:2] 7up is the best drink of all other clear dinks
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So, from the above information it is clear that most of the consumers are here to think positive about 7up and they think the others most of the soft drinks tastes are not in the satisfactory level. People are happy about the quality taste and flavour of the 7up.
Fig: 3 shows people are happy about the 7up branding which is 34% strongly agree, 16% agree and 26% dont know about it. And very few amount of people they disagree. So its positive feedback from consumer about branding. Fig: 4 shows above
[Fig: 4] The brand 7up can fulfill my most of the expectation
40 35 30 25 20 15 10 5 0 7% Strongly disagree 18% 26% Neutral 16% Agree Disagree 34% Strongly Agree
[Fig:3] The branding of 7up is best among all other soft drinks.
average, people are happy about the 7up brand.
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And very few amounts of

30
people think 7up cannot

20
fulfill their expectation.

10 0 17% Strongly Disagree 10% Disagree 4% Neutral 30% Agree 40% Strongly Agree
But in overall its a positive reaction of people about the 7up brand.
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So, from the above information it is positive that most of the consumers think 7up is the best brand above all the others soft drink brands. And they also think that is brand can fulfill what they really want from a clear soft drink.
[Fig: 5] I like to have it whenever I have food and snacks.

60 50 40 30 20 10 0 4% Strongly Disagree 20% Disagree 26% Neutral 14% Agree 57% Strongly Agree
Fig: 5 shows people like to have 7up when they take food/snacks. More than half portions of people strongly agree with it which is 57% and 14% agreed with it. Small percent of people keeps neutral and disagree.
Fig: 6 shows, 34% people remain neutral of having 7up as in alternative of water. But here most people disagree. But very small percent agrees.
35 30 25 20 15 10 5 0
[Fig: 6] I drink 7up as an alternative of water
26% 26% 34% Strongly Disagree Neutral Disagree
10% Agree
4% Strongly Agree
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Fig: 7 show about 37% people find 7up everywhere. And 14% strongly agree with this. But almost 26% and 10% disagree and 34% remain neutral which is huge.
[fig: 7] I can find 7up in all the retail store / shops

14% Strongly Agree 37% Agree 34% Neutral 26% Disagree 10% Strongly Disagree 0 20 40
From the above information, it is state that 7up is found almost everywhere in the market, and people like to have it when they take food or snacks. But they do not take 7up as an alternative of water.
[Fig: 8] This carbonated soft drink (7up) is expensive.
From the above chart, we found most of the people remain neutral about the price of the 7up. But about 17% people think its expensive on the basis of large quantity. And 10% people strongly disagree that 7up is not expensive.
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9.0 MAJOR FINDINGS

In our country female and male both are the main consumer of Soft drinks. That is why the recent advertisement of soft drinks tries to create brand awareness both to the female and male, who decide to purchase soft drinks.
Maximum number of customers preferred 7up than any other soft drinks brand. So it is not easy for other soft drinks brand to reach the consumer and create market demand and good position in the market. Quality plays a major role in preferring soft drinks. Because advertisement of different companies try to persuade soft drinks consumer by focusing their quality of the product.
The consumers major influencing factors for soft drinks brand preference are flavor& taste of the soft drinks.
The customers of 7UP are fully satisfied about their expectation to the brand. So it is clear that the brand can fulfill their customers demand perfectly.
Out of 30 respondents, most of the customers of 7up are agreed with the taste & quality of 7up. So it can be said that taste & quality of 7up are quite satisfactory from the perspective of the customer. Most of the customers of 7up are satisfy about the packaging of the product. Out of 30 respondents, customers are neutral about the pricing of 7up. But some of them want more reasonable pricing.
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Most of the customers of 7up are satisfied about availability of 7up. So it can be said that the 7up is properly available in the market.
The perceived satisfaction related to product availability, packaging, pricing, quality and test is satisfactory. But the satisfaction related to advertisement is low. So it is found that out of 4Ps
10.0 RECOMMENDATION:
A few things that can be done to make the retailing more efficient, applied into comes to sales incentives systems it can be beneficial: Simplicity: Do not make incentives for the individual shops to sell or track. It is de-motivating to have to puzzle over incentive systems, and salespeople will simply not bother to decipher complex rules.
Publicity: Psychologically, a reward becomes more excitement when it is within reach. Publicize gift for consumer by advertisement and conversations so that salespeople and consumer know not only that these are exist but also that they are attainable.
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The Big Picture: Remember that consumer programs aren't the end-all of sales management. Sales motivation is holistic, encompassing proper recruitment, training and direction as well as incentives. Motivation comes not simply from the lure of tangible rewards but from being treated well. Paying attention to the whole process is the best thing you can do for salespeople. So the salespeople will happy to get the 7up on their shop. So it increases the availability of product.
Advertise More Just when you may think it's time to cut back the marketing dollars, it should probably be advertising more. It is wise to increase marketing efforts during slower sales periods because there is more competition and fewer consumer dollars. Consider newspaper ads, magazines, specialty publications and other forms of marketing.
Generate a Buzz Whenever anything noteworthy happens within the business, send a press release to the media. The idea is to grab any free coverage possible. Get involved with community events. Consider hosting classes, meetings or other networking events in the retail store. Use a unique promotional event to generate a buzz about on the business.
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Examine Your Pricing Strategy When purchasing and pricing products, be sure it is considered the cost of goods and that the retail outlets is able to make a profit at that price point. The product price should be competitive, but still profitable. Ultimately, the right price is the price the customer is willing to pay for the product.
Design Store for Sales Take advantage of cross-merchandising strategies and impulse sale opportunities. Use lighting techniques and creative displays to attract customers.
Connect With the Customer Excellent customer service is the key to increasing sales. Listen to the customer to understand their needs and wants. Then educate him/her about the products. Finally, offer value-added services and products. Create a mailing list by asking for contact information from each customer.
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11.0 Conclusion
Transcom Beverages Ltd an Exclusive Franchisee for Bangladesh from PepsiCo USA. 7UP has huge customer in Bangladesh. Its international and local brands are popular to consumer and it has more growth opportunities in Bangladesh. Even though 7UP has a 100% brand awareness, strong distribution channel, strong financial support, effective tag lines, it holds the large position in the market. Its basic approach of making 7UP in felicity with music, as the young generation is somewhat obsessed about festival occasions. The fact that it has not put as much emphasis in the rural areas as RC and Akij has put it in a back foot, as we must recall that about 85% of Bangladeshs population is based in rural areas. Another aspect is that 7UP has not made an effort to get in good terms with the retailers, which is also effecting its position in the market and in growth. Giving greater incentives to the retailers would help this matter out. Also, in a market so sensitive to price, 7UP is charging a higher price than its competitor, which is probably the biggest problem. 7UP does not have enough variety of sizes, which hurts its market share. 7UP has strong attributes, no doubt, but in the market it is in, only strong attributes are not enough. It needs to be the best in all aspects in order to reach the number one position which it has been striving to achieve for such a long time, and which it assumes it will achieve in the very near future.
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12.0 REFERENCE
http://en.wikipedia.org/wiki/7_Up http://www.7up.com/ http://www.transcombd.com/index.php?option=com_content&view=article&id=22%3Atbl& catid=30%3Aconcern&I http://www.mariettasodamuseum.com/7up_facts.htm http://www.drpeppersnapplegroup.com/brands/7up/ http://www.naturalnews.com/021774_phosphoric_acid_soft_drinks.html http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1113&context=edupapers http://www.healthyeatingresearch.org/research-results-mainmenu-35/pricing-and-economicsmainmenu-39 http://sydney.edu.au/medicine/public-health/panorg/pdfs/HealthProf_softdrinks_update.pdf http://www.ada.org/sections/advocacy/pdfs/nutrition_letter_ftc.pdf http://www.alpha-mos.com/pdf/en/articles/Alpha-MOS_Articles_0308_Soft_Drinks.pdf http://sydney.edu.au/medicine/public-health/coo/pdf/12_influencesfood_drink.pdf http://nepjol.info/index.php/AMR/article/download/896/966 http://www.scribd.com/doc/90592114/A-competitor-analysis-of-the-Sprite-soft-drink-brandis-being-conducted-Management-plans-to-position-the-brand-against-its-key-competitorsShould-th http://www.everyangle.com/downloads/customer-cases/en/customercase_vrumona.pdf
13.0 BIBLIOGRAPHY
Internship report of a concerned officer
th
Book: Marketing Research, An Applied Orientation, 5 Edition, Naresh K. Malhotra Book: Title: Business Research Methods (7th ed.) Authors: Donald R. Cooper & Pamela S. Schindler, McGraw Hill International Edition, \ SOFT DRINKS, WEIGHT STATUS AND HEALTH (Anna Rangan, Debra Hector, Jimmy Louie, Vicki Flood, Tim Gill NSW Centre for Public Health Nutrition) Food Marketing to Kids WorkshopComment (Project No. P034519) Vrumona sells many famous soft drinks, such as Crystal Clear, Sisi, Royal Club, Sourcy, Pepsi and 7UP. Influences over food and drink choices

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Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

1.1 Background of the Report:

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

1.2 Scope of the Report:

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

1.3 Objectives of the Report:

1.4.2. Specific Objective:

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

2.0 ORGANIZATIONAL OVERVIEW:

2.1 Origin Of the company:

2.2 Transcom Today:

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

emerged as an increasingly significant media house in Bangladesh.

2.3 Transcom Beverages Limited

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

2.4 ORGANIZATION STRUCTURE:

Sales Operation Manager Unit Sales Manager

Sales Support Manager

HR and Finance Manager

Key Accounts Manager

Key Accounts Coordinator Key Accounts Executive

Figure: Organization Structure of TBL

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

2.5 Bottling Plant:

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

2.6 Marketing MIX of Transcom Beverages Limited

Product Price Place Promotion

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Transcom Beverages Product Mix

Carbonated Beverage/ Soft Drinks

1500 ml 1000 ml 500 ml 200 ml 250 ml

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

TBLs Products price rate:

Qty (Per Case)

Per Case Taka

Per unit Taka

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

3.0 The Origins of soft Drinks:

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

3.2 Regular Soft Drinks:

3.3 Diet Soft Drinks

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

4.0 Conceptual Framework

1. Quality, Flavors, Taste 2. Brand

Dependent Variable: The dependent variable is the circumstances or characteristics

Independent Variable: Independent variable is the circumstances or characteristics

Customer Satisfaction Analysis on Soft Drinks (7up) Found In Bangladesh

5.0 Statement of the problem