WELCOME

TO
OUR

American International University-Bangladesh

Group Members :

Islam Tauhidul
Zabin Fariha
Choudhury Moonmoon
Debnath Apurba

ID:

09-14139-2
09-14788-3
09-14774-3
09-14043-2

Section: C

Date: 27/4/2011
Prepared for-

Hamidul Islam
Department of Marketing
Faculty of Business Administration

 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 bidis. 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,
textiles, hand board, 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 us for
joint ventures. The matter is under our active consideration and will hopefully
soon mature. This will also help the nation's economy growth and will create
job opportunities to various professionals.

Mission Vision of Akij Group

Mission:
Their mission is to increase their business in various sectors.
They want to create world wide business by introducing their own
brand. Their mission is to target most customers by showing their
goodwill and high quality product. To satisfy the needs of nutrition
of our customers through attractive and quality product and
keeping trust on our brand.
Vision :
Their vision is to producing high quality product and offering that
in minimum price range. Their main target to attract customers by
showing less price.
As Akij foods are limited, our vision goes beyond merchandising
and export. Our product lines as well as the international trust and
coverage in marketing stems from our corporate, sense of
belongings to Bangladesh and all that its stands for a commitment
to capacity building at home value added promotion of indigenous
and showcasing of Bangladesh to the world.
Bases for Market Segmentation

List of market offering by akij group

Food and beverage
Name
Mojo cola
Mojo cola
Mojo cola
Lemu
Lemu
Clemon
Clemon
frutika
Frutika
Speed energy drink
Speed energy drink
Spa minarel water
Checky monkey

Size
250ml
500ml
1000ml
250ml
1500ml
250ml
1500ml
250ml
1000ml
250ml
250ml (can)
500ml

price
13tk
25tk
45tk
13tk
50tk
13tk
50tk
22tk
70tk
22tk
30tk
10tk

Products of market offering

by
Tobacco
Name

Size

Price

Navy

20 pieces

40tk

Castlel

20 pieces

60tk

K2

10 pieces

10tk

Marlboro

20 pieces

110tk

Five star

20 pieces

20tk

Akiz zarda

Big size

22tk

Akij biri

1 packet

6 tk

Practice of marketing
concepts
There are five marketing concepts
Production Concept
Product concept
Selling concept
Marketing concept
Social marketing concept.

Akij tobacco company and Akij food & beverage company use two of these
concept for their marketing.

Production Concept:
Akij tobacco company follow production concept. Because their product are
widely available and highly affordable .They got large production and effective
distribution Channel . Their Price of the products remains relatively low and
available almost everywhere.

Marketing concept:
Akij food & beverage company follow marketing concept. They first identify
needs and wants of the target markets and delivering the desired satisfactions
better than competitors do.

List of strategic business

unit

Name of companies:
1. Akij Tobacco Ltd
2. Akij Cement Ltd
3.Akij food & beverage
4.Akij jute mills Ltd
5.Akij match factory Ltd
6.Akij textile mills Ltd
7.Akij particle board Ltd
8.Akij printing & packaging Ltd
9.Akij corporation Ltd

Analyzing current SBUs Boston

Consulting Group Approach
High
Star
High AKIJ food &
beverage

Low

Low
Question mark
AKIJ CEMENT

Cash cow
Dog
AKIJ Textile Ltd AKIJ Jute mills
Ltd

Product Mix Table

Food and beverage

Bevarage
Food
Soft drinks
Chips
Mojo
checky monkey
clemon

juce
frutika
Energy drink
speed
Mineral water
spa

Cigarette
navy
castle
k2
marlborol
bristal
surma and
daimond
five star

tobacco
zarda
akij jarda

Product Mix Table

Jute mills -----Carpate.

Match factory-----Dolphin
Textile mills. KnitParticle
Particle board. board
Corporation-------Amin enterprise

Depth of Akij Zarda

Special patti
50gm
25gm
12.5gm

Goldenpatti(
Surovi )
50gm
25gm
12.5gm

Akij
Zarda(beli)
50gm
25gm
12.5gm

Vhiza patti
25 gm
10 gm

Depth of food & beverage

Food & beverage

Quantity

Speed energy drink

250 ml
250 ml (can)

Mojo cola

250 ml
500 ml
1000 ml

Lemu

250 ml
1500 ml

Clemon

250 ml
15oo ml

Frutika

250 ml
1000 ml

Line Stretching Strategies

Product Name
Mojo cola
Lemu
Clemon
Frutika
Speed energy drink
Spa mineral water
Navy
Castlel
K2

Line stretching strategis

Upward
Combination
Combination
Downward
Combination
Combination
Combination
Upward
Combination

Line Stretching Strategies

Marlboro
Five star
Akij Zarda
Akij biri
Akij cement
Akij particle board
Firebox
Carpet manufacture

Downward
Upward
Downward
Upward
Combination
Downward
Combination
Combination

Bases for Market

Segmentation
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Geographic segmentation :
Divides the market into different geographical units such as
City or metro size: Akij group has different products for the city or metro
size.
Example: Frutika , Mojo , Clemons, Spa , Speed, Navy , Castle, K2, Akij
Cement.
Demographic segmentation:
Demographic segmentation divides the market into groups based on some
demographical variables such as
Age : Different products for different person .
Child : Checky monkey chips
Young: Speed Energy Drinks
All people : Frutica, Clemons ,Mojo

Behavioral Segmentation :
Buyers are divided into groups on the basis of their knowledge of, attitude
toward, use of or response to a product.
Benefits Segmentation : Product requires finding the major benefits people
look for in the product class. Buyers can be classified according to the
benefits they seek.
Example: They offer different benefits for different people. Speed energy
drinks for young people, Frutika-Clemon- Lemo Spa for all groups of
people, Checky monkey chips for kids.
Loyalty Status
A market can be segmented by consumer loyalty.
Example : Akij Biri [Some Rural people always prefer this product. Actually they
have hard core loyal.]

Target Marketing Strategies

There are four types of marketing strategies
1. Undifferentiated marketing
2 .Differentiated marketing
3 . Concentrated marketing
4 .Micromarketing
1. Undifferentiated marketing:
One standard offer for whole market. It may one product or one category
products. Focuses on common needs rather than whats different. Relying on
mass production, distribution and communication.
Example: Spa (only selected area as like Dhaka)
2. Differentiated marketing:
Targets several different market segments and designs separate offers for
each. More expensive than undifferentiated marketing. Goal is to achieve
higher sales and stronger position in the market within the segments.
Example: Frutica, Clamon, Energy Drink, Checky Monkey chips

3. Concentrated marketing:
Concentrated marketing means narrow the market segment. No any competition for
the main competitor. These actually deal with Expertise about the product or services
Have proper knowledge of the market
Use more effective and efficient marketing tools
Examples: Akij Biri .
4. Micromarketing:
Micromarketing is the process of customizing products and marketing programs to
suit the tastes of specific individuals and locations.
1. Local marketing
2 .Individual marketing
1. Local marketing: Marketing programs tailored to the needs and wants of local
customer groups.
Example: Akij Biri
2.Individual marketing: No individual products.

Pricing Strategy
Mojo cola
Lemu
Clemon
Frutika
Speed energy drink
Spa mineral water

---------------------------------------------------------------------------------------------------------------

Market Penetration
Market penetration
Market Penetration
Market Penetration
Market Penetration
Market Penetration

Close competitor & Substitute competito

Name of product

Close competitor

Substitute competitor

Mojo cola
Lemu ,

7up, Cocacola,
Pran up,pepsi
7up, Sprite

Juice

Clemon

7up, Sprite

Juice

Frutika

Pran, Sezan

Speed energy
drink

Tigar ,Shark

Soft drinks,
mineral water
Soft drinks

Spa mineral
water

Mum, Fresh

Boild water

Juice

NO ???????????????????