Topics: Marketing, Strategic management, Alcoholic beverage Pages: 4 (1100 words) Published: June 18, 2013
Situation Analysis of Fruit Drinks and Beverage Market (For “Refresh” Brand)

Beverage market scenario is overall good in Bangladesh. Mainly three types of beverage are found available in Bangladesh; these are Fruit drinks in liquid form, Powder drinks in concentrated powder form available especially in glass bottle jar and finally carbonated beverage (Soft Drinks) for refreshment. Some focus on nutritional purpose and some focus on both. That’s why I am going to introduce a new product in powder form name “Refresh”. For this I have tried to analysis major factors. As we know that Tang is the market leader of Powder Drinks industry which has covered 80 % market share and rest of 20% are contains other companies. It is very difficult to identify the sales volume without any research. Based on assumption and little survey to different grocery shops, I have tried to find out the each product share under the powder drink industry in each shop. On the other hand my main concentration on niche group who are the adolescents aged 5-16 years. Though I shall also try to cover maximum share of the market, a niche is more narrowly defined customer group seeking a distinctive mix of benefits. Marketers usually identify niches by segmented into sub segment. Like this mainly other competitor targeted to all type of people for their product. It can be single market coverage or single segmentation concentration. Beside this I also try to be a product specialization so that any segment can use our product. As the market is already created so we have to acquire market share from the competitor’s existing market share. But here we have to consider the price of the product that is capable to pay the consumer because my product is not like below quality.

Our main concentration on mini packs which contains 20 gm powder. So we will basically compete with others who are making almost same product and exist in the industry like Tang, Rasna, Nutri-C and Foster Clarks. From...
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