This report has been prepared as a partial requirement for the course “Micro-Economics”. This report, on the present market scenario of the beverage industry, is to be submitted to the instructor of the course Mr. Sheikh Morshed Jahan, the instructor of the course.
The soft drinks market in Bangladesh consists mainly of seven companies.
1. Abdul Monem Limited (Coca-Cola, Sprite, Fanta)
2. Agriculture Marketing Company Limited (Pran)
3. Akij Group (Mojo, Lemu, Frutika)
4. Global Beverage Limited (Virgin)
5. Globe Soft Drinks Limited (Uro Cola, Uro Lemon)
6. Partex Beverage Limited (RC Cola, Lychena)
7. Transcom Beverage (Pepsi, 7up, Mirinda)
Of these, Pran and Mojo are the only local brands. Coca-Cola, with its three varieties, namely, the cola-flavored Coca-Cola, the clear-flavored Sprite and the orange-flavored Fanta, is the number one soft drink producer in Bangladesh, as well as all over the world. Closing in on Coke is rival Pepsi. Pepsi is one of the oldest brands in Bangladesh. Pepsi first arrived in Dhaka in 1976 with the cola-flavored Pepsi, the clear-flavored 7up, the orange-flavored Mirinda and later introduced the mango-flavored Slice. Pran, on the other hand, started with jam, jelly and pickle. In 1995, it started producing mango bottled juice, and is currently operating all over the country. Virgin is renowned worldwide through its brand name. It was introduced in our country by Global Beverages Ltd. RC Cola entered the Bangladesh market in 1997, and was the first to introduce the cloudy lemon flavor. It has not been long since Akij group brought out Mojo and Lemu. They have already gained huge popularity. The recent success of Akij group is Frutika, which delivers the promise of no preservatives.
The soft drinks market experienced a drop in 2007 because of political uncertainty; slow down in investment and crackdown on illegal roadside outlets. This was after... [continues]
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