Presentation of marketing strategy of speed energy drink Course: Marketing 101 sec:03 Instructor: Md.

Anamul Hoque Rubai

prepared by : Name:Tanveer Hossain khan ID:2010-1-10-039 Name:Farhan uddin Ahmed ID:200-2-13-063 Name: Mostafijur Rahman Suzan ID:2009-2-10-171 Name: Asif Kaisar Anto ID:2007-3-10-036 Name: Kainath Noorani Choudhury ID:2010-2-10-128

Objective of the study

 

Primary objective Secondary objective

Methodology of the study

  

Research method 1)primary sources 2)secondary sources

Introduction
 

Speed started its journey on April 2006. Now it is second position by brand awareness and brand volume sales. Speed energy drinks using resin, concentrate, wild, Vilene, citric acid. Caffeine, and other materials.

Company Background
  

Akji group started journey 1940. Afbl started on 2004. Afbl product mojo,lemu,clemon,spa,speed and etc. Total turn over 90.76 crore.

Segmentation


  

According to the following factors the segmentations of SPEED energy drink has been done Age Gender Occupation

Continued
   

Income Location Lifestyle Social Class

Target Market
   

Age: 15-45 Gender:Mostly Male Family Life :Married, Unmarried, Occupation : Student, Service Holder, Sportsman, businessman, Various transportation Driver.

Continued


 

 

Social Class :Lower, Middle and lower part of the Upper middle class people. Monthly Income :BDT 5000 + Geographical Location :Rural, Semi-Urban, Urban area Life Style :Simple & Fashionable as well Market Coverage :Total population of Bangladesh, some region of Bahrain, Malaysia, UAE and some other middle east countries.

Product Brand


Brand Name: SPEED ENERGY DRINK

LOGO :

Product Brand



Product : SPEED
SPEED started its journey on April 2006 Now it is 2nd in position.

   

Manufacturing: Packaging : Pay off line: Positioning:

Ingredients:
      

Carbonated Water Refined sugar Citric acid Sodium citrate Sodium benzoate Caffeine Food grade color (E102.E110)

Nutrition facts per 100ml:

        

Energy Protein Fat Sodium Taurine Caffeine Inositol Carbohydrate Vitamin E

73 Kcal 0 gm 0 gm 20 mg 43 mg 20 mg 6.6 mg 18.46gm 2.93mg

Differentiation


  

As a marketer Akij foods & Beverage LTD consistently trying to understand customers needs better than their other competitors and trying to deliver more value in order to capture more and more market share. AFBL differentiate SPEED energy drink from other carbonated beverage by maintain standard quality, good taste, smart packaging etc. AFBL use foreign advanced technology, machineries and materials for producing SPEED energy drink. AFBL use Krones (Germany), Haskey (Italy), Sipa (Italy) etc foreign machineries. They import their materials from China, Vietnam, Korea, Thailand, Malaysia, Switzerland, and Belgium.

Product level:
  

1. Core Product: Core benefit refers What the buyer is really buying. When designing the product SPEED energy drink, the marketing department of Akij foods & Beverage Limited first defined the core benefit which is Refreshment energy. SPEED is like refreshment to the people.

Continued
 

2. Actual product: The product planer turned the core benefit into an actual product. AFBL named their carbonated beverage Speed with Energetic and Recharging positioning. SPEED energy drink is marketed with 2 packages; 250ml can and 250ml pet bottle with attractive labeling.

Continued
 

3. Augmented product: Finally, product planner builds an augmented product around the core benefit and actual product. SPEEDs attractive packaging are their main strength. Consumers prefer SPEED for the different taste and its nice looks.

Marketing mix
   

Product Price Promotion Place

Recommendation
   

Focus on promotional activities Choose brand ambassador Increase production Concentrated on rural area

Any question


Thank you