North South University
Semester: Summer 2012
Rakib-Uz-Zaman 1210616030 Diponkar Kumar Saha 1210511030 Ridwan Haider Khandkar 1210493030 Ullash Kumar Roy 1210514030 Syed Sazidul Haque 0930674030
Submitted To: Bashir Hussain (BHn)
Project name: Rahimafrooz Launches “BOOMS COLA”
Date of Submission: 2nd August, 2012
BOOMS COLA is one of the newcomer brands in Bangladesh. In this project we want to find out the scope of launching a new soft drink brand in Bangladesh by providing details of launching & promotion system of soft drinks. In this project we found out the existing product information of our brand BOOMS COLA, Its target market, competitive advantage, media plan, opportunity and the budgeting of this company and the other factor. Besides we want to find out the customer’s choice, preference and demand by conducting a survey on the target audience. In Bangladesh there are many beverage companies, which are owned by domestic companies such as AFBL, Partex Beverage Ltd, etc. also, there were other international companies, such as Coca-Cola & Pepsi Bd. Ltd. & PEPSI which are doing its business within Bangladesh. After all of that we try to introduce a plan for the BOOMS COLA to launch in the market and compete with the competitors. For this reason we evaluate market segmenting, targeting, positioning, competitor analysis, marketing mix etc. Then we provide some recommendation for BOOMS COLA on the basis of our survey and applying new promotional techniques to communicate more successfully with the target audience. First we conducted survey which revealed some key information about our target audience like their consumption level of soft drink, average expenditure on food per day, which newspaper they read or which channel they see more often than the other. Then we developed some advertisements and made a budget of allocating the expenditure on which channel or newspaper we will show our advertisement so that we can do an effective communication with the target audience. From our perspective BOOMS COLA will launch very successfully in our country very soon as well as get customers good attention.......(Need More)
Rahimafrooz, founded in 1954 by Late A. C. Abdur Rahim as a trading company, is one of the largest business groups in Bangladesh. It consists of nine SBUs and several other affiliations. The Group's Chairman is Mr. Afroz Rahim and the Managing Director is Mr. Feroz Rahim Rahimafrooz operates in three broad domains: automotive aftermarket, power and energy, and retail chain. It sells tyres, batteries, lubricants, emergency power products, diesel as well as gas generators, lighting products, electrical accessories, solar systems, energy solutions using compressed natural gas, and power rectifiers. The Group also runs 'Agora' the first retail chain in Bangladesh. Rahimafrooz produces and markets a range of battery products – automotive, motorcycle, and appliance batteries, Industrial (stationary, deep cycle, traction, VRLA) batteries, IPS and UPS batteries, and rectifiers. Lucas and Spark are the leading names in the local battery market while Volta, Optus and Delta batteries are fast gaining equity as International brands. The Group’s portfolio includes international Tyre brands Dunlop and Kenda, and...