Frutika Report for Brand Management by Brother of Brand Layes

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Introduction

Frutika Juice is the juice brand of AFBL, recently introduced juice in the prevalent Bangladesh market. From the lunching of the product Frutika Juice has come up with novelty promotional campaign in order to grab the market share. It also tried to make available the product in the market through their effective distribution channel.

The 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.

Objectives of the Study

Main objective

▪ The main objective of the study is to find out the Building brand of frutika juice.

Specific Objective

❖ To determine the product attributes influencing purchase decision of juice.

❖ To find out the preferred brand.

❖ To know what compels to consume juice.

❖ To know the preferred price for juice.

❖ To find out how much people spend on juice in a week.

❖ To find out the consumer perception towards newly developed juice.

Research Approach

Data collection methods

Data was collected from candidates using questionnaire. The questionnaire was distributed in university students.

Measurement Instruments

The measurement instrument is the questionnaire was about 40 people. The data was extracted and put in MS Excel and SPSS. All the further analysis was then carried out using SPSS.

Methodology

Survey Area

Different universities in Dhanmondi.

Survey Method: One‐to‐one survey

Sampling Technique: Convenient Sampling

Sampling Frame: 20 to 25 years’ universities students.

Sample size: 40Respondents from Dhaka.

Analysis Tools

Association measured by Cross‐tabulation through Chi‐square statistic. And also use pie chart and bar chart to understand the exact measurements.

Limitations

❖ A major limitation of the study is ‐ In a blind test two or more sample needed for the specific parameter taste (CLT‐ Center Location Taste). But there was no choice to compare the sample product with other brands. For that causes this result may not give exact hypothesis.

❖ Other limitation is the sampling technique. It was done in a random manner and no particular technique followed.

Company Profile

Akij Food and Beverage Ltd.

“Brings Quality in Life”.

The 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 “Biris”. 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, jute mills, textiles, Hand board, Particle boards, Matches, Zarda, Cement, 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 Akij group for joint ventures. I hope that the matter is under our active consideration and will soon mature. This will also help the nation's economy growth and will create job opportunities to various professionals.

Product of AFBL

|Akij food &Beverage limited started their journey officially on |Brand Name |Size | |July 2006 with three products but within this four...
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