An Analysis of Marketing Strategy Practiced by O’Potato in Bangladesh: In Context of Akij Food & Beverage Limited

Abstract

Akij Food & Beverage Limited has been operating its business in Bangladesh for a long time with an admirable reputation. With intent to provide high quality food products at competitive price Akij Food & Beverage Limited was added to the company line of this conglomerate. Akij Food & Beverage Limited launched O’Potato Chips and considering the popularity of fast food items.

Chips are a popular snacks item in our country. Within a short time this product has ensured its position both in urban and rural area. The market size is fairly large and it is expanding day by day. From upper class to lower class, people of all strata of the society have demand for this food. In general, people of middle class to upper class are the major consumer of this product.

Bombay Sweets is the pioneer in the packet chips industry in Bangladesh. They launched Bombay Sweets Potato Crackers in 1985. At that time there was no other competitors for packet chips. Through their widespread network they have made the products available in all over the country. Gradually the market has been expanded and now there are as long as more than eighth competitors in the market. There are more than twenty brands in the market with three international competitors.

Besides packet chips there is a huge market of homemade chips. Though they are the players of chips industry, are not direct competitors of Akij Food & Beverage Limited. Akij Food & Beverage Limited distributes chips through their own distribution channel. Usually small enterprises or wholesalers are selected as distributors considering some criteria like capital, risk bearing capacity, network in the market, previous track record etc.

For the purpose of this study it has been conducted surveys by questionnaire method. Consumer of age ranging from ten to thirty was surveyed to know their daily routing, how to spend their leisure time, favorite program, favorite channel, favorite paper or periodic etc. People of different area have different idea about the media and their different point of view depends on their demographic status and knowledge about the product.

During the short working period at Akij Food & Beverage Limited, it has been tried to gather information by communicating from lower to higher level of organization employees and other sources. But the sources of information are limited.

First of all to make a report it has been set an objective on which segment of the market it will conduct my research so that it has been chosen chips industry to perceive the perception of consumers about chips and also evolution of marketing strategy followed by O’Potato through which can predict the present situation of chips industry and also can have a good glance on other chips manufacturing companies as well as the positioning strategy of O’Potato. This dissertation research report highlights on practical experience in Akij Food & Beverage Limited based on brand promotion strategy in Bangladesh.

For conducting this assignment successfully it has been interviewed Ahammad Ali Hasan (Brand Manager) to know what their company think about target market and threats of substitute product of chips companies, which company contain highest potential entrance in the field of chips industry of Bangladesh, whether they have bargaining power or the supplier have the bargaining power and the current condition of the chips producing industry.

After that it has been prepared for questionnaire to make a fruitful research and conduct my research on 50 respondents and also visited 15 shops to get the closest picture of the chips market. After gathering information through research it has been visited various websites of chips Companies to congregate information.

After visiting the website it has been devoted into analyzing the respond which have been found through the research to portray findings which given later in this report.

In during of my working period there found that Akij Food & Beverage Limited is one of the prominent native companies among the fast moving consumer goods producer which has several product line and many more in pipe line to introduce. So in term of consumer perception and positioning they should make in mind the some recommendations.

Throughout working period gained a lot of valuable knowledge regarding the operation of the entire food & beverage industry. The company Akij Food & Beverage Limited (AFBL) lately came in the business and has already achieved flourishing state with some of its brands. It has been highly obliged for being a part of this venture, and understanding their business policies, operational structure, strategy formulation and implementations. The comprehension gained from the marketing activities of Akij Food & Beverage Limited enhanced my knowledge portfolio to a greater extent.

To successfully conduct the study it has been also involved in a brainstorming session with Ahammad Ali Hasan (Brand Manager) on the basis of the information that gather from interview, web address and text book to complete the report in a most creative and distinctive way.

Through piloting this project successfully got extreme result that chips industry of Bangladesh is able to create a significant position in our economy and try to boost up the economy of Bangladesh. It has been strongly predict that Potato chips contains a great future ahead, this product is really enclose optimum quality and want to deliver quality also towards its consumers.

Every organizations has its positives as well as negatives sites and in case of FMCG, the later one is less than the earlier one and as the management is determined to reach the pick of success it seems that in near future the negatives will be eliminated. To keep on number one positions in Bangladesh Akij Food & Beverage Limited should fear highly about their marketing strategy and other related activities.

The study has been conducted as structured questionnaire survey on clients 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. At last it has been want to about that sales promotion play an important role in the total marketing mix. To use it well or successive way Akij Food & Beverage Limited must define the sales promotion objective, select best tools, design the sales promotion program, implement the program, and evaluated the result