Intern Report Updated

‘‘CONSUMER PERCEPTION &
POSITIONING STRATAGY
FOLLOWED BY WILD BREW-
In particular reference to AFBL’’
Akij Food & Beverage Ltd.
Submitted to: -
Mohammad Nazmul Huq

Assistant professor
Department Of Business Administration
Stamford University Bangladesh
Submitted by: -
SUBBIR AHMED
BBA, 27TH Batch
BBA ID NO: 02707121
STAMFORD UNIVERSITY
BANGLADESH
WILD BREW – the beast inside 1

TO WHOM IT MAY CONCERN
This is to certify that Subbir Ahmed, ID NO. -BBA-02707121, student of

Stamford University Bangladesh of BBA Program has
completed the Internee report titled “Consumer Perception
& Positioning Strategy Followed by Wild Brew”
I wish him every success in life.
________________________
Mohammad Nazmul Huq

Assistant professor
Department of Business Administration
Stamford University Bangladesh

Date: 21st April, 2009
To,
Md. Nazmul Huq
Assistant professor,
Department of Business Administration,
Stamford University Bangladesh.
Sub: Submission of the internship report on “Consumer Perception &

Positioning Strategy followed by Wild Brew”.
Dear Sir,
I am very much pleased to present my internship report on “Consumer Perception &

Positioning Strategy Followed By Wild Brew”. To make this report I have faced
many problems, but crossing this hardship I tried my best to make it successful.
It is a great opportunity to me to learn how an Industry analysis can be conducted on

the basis of porter’s five forces model and I am able to know the closest picture of
malt beverage market and also the perception of Wild Brew malt beverage of
consumers.
Through this report any one can measure who is our potential threat, what is the
substitute product of our company, whether we contain bargaining power of buyer or
supplier, and how perception of a particular product or brand can be measured.
This will definitely help me in our future. Due to the short span of time I faced a lot of
problems in preparing the assignment. Even then, I tried my best to prepare my report
successfully. Crossing all the challenges I am finally able to submit my report on due
time. I will be grateful if you accept my report with the care of limitations.
Sincerely Yours,
………………….
Subbir Ahmed
ID –BBA 02707121

Acknowledgement
First of all we would like to thank the All Mighty for helping and supporting us to
solve the assignment in time. I would also like to thank Mr. Shafiqul Islam Tushar
(Brand Manager),Mr.Amit Roy(Brand Executive),Maidul hossain(Brand
Executive),Mainul huq (Brand officer),Wahiduzzaman (Brand officer),Tuhin Sultana
(Brand officer),Shamol Halder(B.O),Tazul Islam(Event Head),Sanaul
Sikder(E.M.O),Ilias Mia(E.M.O) and Sumit Chakrabarty (AMO) of Akij Food and
Beverage Ltd. for providing me enough support and guidance to enrich my report. I
also want to especially thank to my supervisor Mr. Nazmul Huq, who has helped me
in the preparation of this assignment.
I am also grateful to my parents and all of my friends for their continuous support and
to all those who have in some way contributed to the preparation of this report.
Last but not the least; I am grateful to all the respondents for patiently furnishing the
required information, which was needed for successful completion of this report.

Declaration
I hereby declared that this report entitled “A Survey on Consumer

Perception & Positioning Strategy Followed By Wild Brew”
submitted by me to Stamford University Bangladesh for the partial
fulfillment of B.B.A (Bachelor of Science in Business Administration)
degree is of my own and has not submitted to any other university or
institute for the award of any degree as well as this paper may not use any
actual market scenario.
Place: Dhaka
Date: August 10, 2006
………………..
Subbir Ahmed
BBA Id # BBA 02707121
BBA, Batch 27th
STAMFORD UNIVERSITY BANGLADESH

Executive Summary
First of all to make a report I have to set an objective on which segment of the market
I will conduct my research so that I choose malt beverage industry to perceive the
perception of consumers about Wild Brew malt beverage and also evolution of
positioning strategy followed by wild brew through which we can predict the present
situation of malt beverage industry and also we can have a good glance on other malt
beverage companies as well as the positioning strategy of Wild Brew.
To conduct this assignment successfully I interviewed Mr.Amit Roy to know what

their company think about target market and threats of substitute product of malt
beverage companies, which company contain highest potential entrance in the malt
beverage industry of Bangladesh, whether they have bargaining power or the supplier
have the bargaining power and the current condition of the malt beverage industry.
After that I prepared my questionnaires to make a fruitful research and I conduct my

research on 30 respondents and I also visited 15 shop to get the most closest picture of
the malt beverage market. After gathering information through my research I visited
various websites of malt beverage Companies to congregate information.
After visiting the website I devoted myself into analyzing the respond which I have
been found through the research to portray findings which I have given later in this
report.
To successfully conduct my research I also involved in a brainstorming session with

Mr. Amit Roy on the basis of the information that I gather from interview, web
address and text book to complete the report in a most creative and distinctive way.

TABLE OF CONTENTS
CHAPTER - 1
INTRODUCTION TO THE STUDY
11
Introduction
12
Statement of the problem
12
Origin of the study
12
Objective of the study
Need and purpose of the Study: 13
CHAPTER - 2
METHODOLOGY OF THE STUDY
15
Formulation of hypothesis
15-16
Description of research design
17-18
Sources of data
18
Methodological Assumptions
18
SCOPE OF THE STUDY
18
LIMITATION OF THE STUDY
19
Background of the study
CHAPTER - 3
PROFILE OF THE ORGANIZATION
21
COMPANY PROFILE
Product of AFBL 22
Business Philosophy 23
Employees 24
CHAPTER – 4

STUDY OF THE REPORT
Malt beverage
26
``Beer'' versus ``Malt Beverage'' 27
Literature Review 28-32
Rivalry among Established Companies (Literature) 33-34
The Bargaining Power of Buyers(Literature) 35
The Bargaining power of supplier(Literature) 36
The Threat of Substitute Products(Literature) 37
Body of the Report 38
Factors of perception of Consumers and Customers 39
Industry Analysis on the basis of Porter’s five forces model 40-45
Rivalry among Established Companies (company) 46
The Bargaining Power of Buyers(company) 47
The Bargaining Power of Suppliers(company) 48
Threat of Substitute Product(company) 49
Positioning (marketing) 50-55

Brief explanation of Malt beverage companies Crown Energy 56
Drinks
Malt Benefits 57
Ingredients of Malt beverage 58

CHAPTER – 5
DISCUSSION ON FINDINGS
Classification of data 60
Tabulation of data 60
Analysis and interpretation of data 61
Findings 62-73
Test of Hypothesis 76-83
CHAPTER – 6
CONCLUSIONS &
SUGGESTION/RECOMMENDATION
5.1 Conclusion 85
5.2 Suggestion & Recommendation 85
Appendix 86-89
Bibliography 90
Questionnaire 91

INTRODUCTION
TO
THE STUDY

1 INTRODUCTION:
During the past century most Companies were small and knew their customers first
hand. Managers picked up marketing information by being around people, observing
them and asking questions. During this century, however, many factors have increase
of the need for more and better information. As companies become national or
international in scope, they need more information or larger, more distant markets. As
sellers use more complex marketing approaches and face more competition, they need
information of the effectiveness of their marketing tools. Managers need more up-to-
date information to make timely decision.
In carrying out marketing analysis, strategies, planning, implementation and control

marketing mangers need information at almost every turn. They need information
about customers, competitors and other forces in the market place. One marketing
executive put it this way – “To manage a business well is to manage future and to
mange the future is to manage information. Increasingly marketers are viewing
information net just as input for making better decision. But also as an important
strategic asset and marketing tools.
In this project work the topic was to “Consumer perception & positioning strategy
followed by wild brew based on the one of the business firms in Bangladesh”.
During the project, a conclusive method of the marketing research was followed to
find out the problem and its solution. While working on the project, it was realized
that the research work is very important to establish any marketing strategies before
making decision.
In this research work I have collected various information directly from the clients
and international as well as domestic organizations on the basis of geographic
segmentations.

1.2 STATEMENT OF THE PROBLEM:
Most of the people of Bangladesh are illiterate. Those who are educated they do not
have much more practical and analytical knowledge to make better prospect of their
life. In this case people need to get involved to do the productive work and getting job
in the native company to improve our local productivity.
As a local company Akij food and beverage doing potential deed in our country where
more than thousand employee working whole around the Bangladesh, and its first to
make wild brew malt beverage in our own country.
1.3 ORIGIN OF THE STUDY:
This is the last part of BBA program. As a professional degree it is essential to fulfill
all, the requirements the program demand. Only after preparing & submitting the
report this program becomes completed. Ascertainment of the Dean, Department of
Business Administration, Stamford University, Bangladesh, I compare this report
from my practical experience I earned at the time of my internship (9th November2008
to 9th February 2009) in Akij Food & Beverage Ltd. at 73Akij chamber Motijheel,
Dhaka Branch; which should be submitted on 2009.
1.4 OBJECTIVE OF THE STUDY:
(a) Broad Objective:
The ultimate objective of the study is to gain real life exposure in any kind of service
sector get a clear idea about Consumer perception and positioning strategy.

(b) Specific Objectives:
1) Various consumer perception about wild brew

2) Different positioning strategy of wild brew.
3) Market monitoring of wild brew launching program
4) To determine the origin of consumer perception & positioning strategy in
terms of FMCG organizations in Bangladesh.
5) Informative advertisement to inform consumer about the product.
6) About the Communication of different media.
1.5 NEED AND PURPOSE OF THE STUDY:
The purpose of the study to contemplate the knowledge and experience accumulated
from the internship program according the set guidelines. This study comprises of an
organization part and a project part. The purpose of the first part is to study and
analyze the organization with special emphasis on its background.
On the other hand the project part enables the intern to study a problem and to arise at
a feasible and implemental solution with the help of different analytical tools.

METHODOLOGY
OF
THE STUDY

2.1 FORMULATION OF HYPOTHESIS:
Hypothesis is a tentative proposition formulated for imperial testing. It is a declarative

statement combining concepts. It is a tentative answer to a research question. It is
tentative because its varsity can be evaluated only after it has been tested imperial.
Lund Berg has defined hypothesis as, “A declarative generalization, the validity of
which remains to be tested.” And as an assumption or statement which may or may
not be true, about a population on equivalent about the probability distribution
characterizing the given population which we want to test on the basis of evidence
from the random sampling. If the hypothesis complexity specifies the population, then
it is known as composite hypothesis.
There are two types of test normally are testing hypothesis. Such as –
(a) Null hypothesis
(b) Alternative hypothesis
2.2 DESCRIPTION OF RESEARCH DESIGN:
A research design is a logical and systematic plan prepared for directing a research
study. It specifies the objectives of the study, the methodology and technique to be
adopted for achieving the objectives. It constitutes the blue print for the collection
measurement and analysis of data. A research design is the program that guides the
investigator in the process of collecting, analyzing, and interpreting observations. It
provides a systematic plan of procedure for the research to follow.
A central part of research activity is to devolve an effective research strategy on

design. After the identification of marketing research process, this will detail the most
suitable methods of investigation, the nature on the research instrument, the sampling
plan and the types of data quantitative on qualitative or both. A research forms of
framework of the entire research process. If it is a good design, it will answer that the

information obtained is returned to the research problem and that it was collected by
objective and economic procedure.
The market survey is an example of research procedure; data collection is the

foundation of all marketing research. For the market research and collection of data
various instrument implied for gathering require data and information.
Questionnaire is an example of research instrument. The choice of research of design

depends mainly on the purpose for which the research is conducted. The depth and
extent of the data require the costs and benefits of the research, the urgency of the
work and the time available for completing it will decide while designing the
research.
Thus the research has to be great to the availability of data and the cooperation of the
informants. So that research basically will be conclusive are nature and a
comprehensive study will be made to make the hypothesis of value.
On the basis of fundamental objective of the research marketing research project can
be classified. Consideration of the deferent types, their applicability, their strength and
their weakness will help the project worker or student to select the type best suited to
a specific problem. The two general types of research are –
1. Exploratory Research
2. Conclusive Research
Exploratory research seeks to discover new relationship while conclusive research is
Designed to help executives choosing various possible courses of action that is to
make decision.
In this project work the research was to follow the conclusive research, because the
topic was to “Consumer perception & Product positioning followed by Wild Brew.”
So that it was need to collect primary data to find out the present market position of
consultancy firms in Bangladesh.

2.3 SOURCES OF DATA:
(a) Sources data:
All marketing information comes either from internal sources to the firm or from
external sources.
During the project, research had to take help mainly from primary data which
collected through questionnaire and conducting different survey like interview
method, observation method, and questionnaire method.
(b) Tools of data collection:
(I) Primary Data: Data originally collected for an investigation are

known as primary data. Such data are original is character and are
generated in large number of surveys by some individual institutions.
(II) Secondary Data: The data, which are collected for some earlier
research work and are applicable or useable in the study. I have presently
undertaken that the secondary data can be divided into two types. Such as
–
(I) Internal Secondary Data
(II) External Secondary Data
Secondary data are obtained by visiting competition offices and is the report of the
company. Both primary and secondary sources of data were explored for the study.
 Primary Sources:
(I) Official records of AFBL.
(II) Face to face interview with the AFBL officials

 Secondary Sources:
(I) Annual report of AFBL
(II) Resume of the activities of the international institutions
(III) Through different E-mail address.
(V) Other published materials
2.4 METHODOLOGICAL ASSUMPTIONS (HYPOTHESIS):
The methodological assumptions for the concern study are given below:
 It is assumed that the clients (potential students) of Bangladesh are highly

satisfied with the AFBL products as well as Wild Brew malt beverage.
 It is assumed that the market value of AFBL is increasing day by day.
 It is assumed that the acceptance of AFBL to the consumer is satisfactory.
2.5 SCOPE OF THE STUDY:
The research work is covering the whole country, because all prospective and average
people are the customer of AFBL. Akij Food and Beverage Ltd is the most prominent
native corporate in Bangladesh.
2.6 LIMITATION OF THE STUDY:
(I) Sample size is less where as actual figure of clients are very large. It is
not possible to draw appropriate picture from this sample size. Since
customer’ figure is very large, consumer perception & positioning
strategy to capture the whole market as well.
(II) Lack of cooperation, the researcher encounters some difficulties in
collecting the required data, because without regular advertisement in
the newspapers, magazines and television students loose their
concentration about their decision.

2.7 BACKGROUND OF THE STUDY:
(a) Organizational Background of the study:
Having an understanding of customers is not enough; today’s companies are starting

to play as much attention to tracking their competitors as to understanding their target
customers. A company should constantly compare its services, price channels and
promotion with those of its close competitions. Like other number and profitable
FMCG firm AFBL also consider competition carefully. Quality is highly considered
in case of foreign marketing but in case of home marketing it is in different presently.
Need to publish or telecast regular attractive and informative advertisement in the
newspapers and satellite channels.
(b)Theoretical Background of the study:
Akij food and Beverage Ltd is one of the most promising local corporate in
Bangladesh.
The recent launching of the Akij Groups beverage line has been gaining popularity
among all carbonated water lovers. It gained popularity particularly among teenage
people and children.
Its recent product of malt beverage is wild brew which is about my report named
consumer perception and positioning strategy.

PROFILE OF
THE
ORGANIZATION

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
The recent launching of the Akij Groups beverage line has been gaining popularity
among all carbonated water lovers. It gained popularity particularly among teenage
people and children. The favorite brand name Mojo gained popularity with in a short
period. Presently the company able to introduce new types of product which increase
the depth of the category of AFBL
Akij food &Beverage limited started there journey officially on July 2006 with three
products but within this two year company able to add lot of products on its rosters.
The products which are offering now by the company are given below:
Product
Brand Name Size
Category
150ml can, 250ml pet and can,
Cola MOJO 500ml pet, 1 liter pet, 2 liter pet.
150ml can, 250ml pet and can,
Cloudy Lemon Lemu 500ml pet, 1 liter pet, 2 liter pet.
250ml pet and can 500ml pet, 1 liter
Clear Lemon Clemon pet, and 2 liter pet.
Energy Drink Speed 250ml pet and can
Malt Beverage Spa 500ml pet, 1 liter pet, 2 liter pet
Frutika
Juice (Mango, Red grape, Red 250ml pet, 1 liter.
orange)
Milk Farm Fresh UHT milk ½ liter tetra pack.
Malt Beverage Wild Brew 250ml can.

Cheeky Monkey 15 and 30 gm Foil pack.
Cheese Puffs 15 and 30 gm Foil pack.
O’ Potato
Snacks
(vegetable masala, Magic 15 and 30 gm Foil pack.
masala)

Business Philosophy
Akij Group diversified their business in Food & Beverage industry because in
Bangladesh we have 14 corers people. It is large market size to serve and food is
required continually for the population. Akij food & beverage want to serve quality
food for their target market.
In soft drink industry, there are many local & foreign companies. Akij want to be
local unique soft drinks producer with the same quality of foreign company. For this
purpose AFBL produces CSD for young target group who like to live stylist life.
Main slogan of AFBL is “Brings Quality in Life”.
AFBL has its own marketing & sales department in Akij chamber. The functions of
this department are very wide and dynamic. Main functions performed by this
department are:
 Product development
 Raw material sourcing
 Find out or create market for its product
 Price set up
 Packaging development
 Developing communication strategy
 Preparing sales forecast
 Maintain sales management in the field
 Keeping record of sales and stock
 Collection & analysis of competitors information

Beside these, it performs a number of activities to conduct their day-to-day business.
Under marketing & sales department, a Brand team performs the key role of real
marketing.
Employees
In AFBL Marketing and sales department a number of employees work under Sr.
G.M (Marketing & sales). Numbers of employees are working in different positions
in the 4th floor of Akij chamber. Here I found:
• Senior General Manager

• General Manager
• National Sales Manager
• Brand Manager
• Purchase executive
• Research executive
• Brand executives
• Brand officers
• Event management officers.
Beside these employees, AFBL has a Sales team working all over the country. Four
Regional sales managers control these sales forces. An area sales manager & an area
sales officer is engaged to conduct regular sales management for each sales area. They
work at the retail outlet with the authorized distributors.
The actual marketing activities of AFBL are performed by the Brand office under
Marketing and sales department.

STUDY OF
THE
REPORT

Malt beverage
Malt beverage is an American term for both alcoholic and non-alcoholic fermented
beverages, in which the primary ingredient is barley, which has been allowed to
sprout ("malt") slightly before it is processed. By far, the most predominant malt
beverage is beer, of which there are two main styles: ale and lager. A non-alcoholic
beverage brewed in this fashion is technically identical to "non-alcoholic beer." Such
a beverage may be prepared by either removing alcohol from the finished product or
by using a slightly altered brewing process which yields very little alcohol
(technically less than 0.5% by weight).
The term "malt beverage" is often used by trade associations of groups of beer
wholesalers (e.g. Tennessee Malt Beverage Association) to avoid any negative
connotations associated with beer. Additionally, the term is applied to many other
flavored beverages prepared from malted grains to which natural or artificial flavors
have been added to make them taste similar to wines, fruits, colas, ciders, or other
beverages. This subcategory has been called "malternative," as in Smirnoff Ice (US &
French version), or "maltini," as in 3SUM, which also has energy components like
caffeine. Marketing of such products in the United States has increased rapidly in
recent years.
In most jurisdictions, these products are regulated in a way identical to beer, which
allows a retailer with a beer license to sell a seemingly wider product line. This also
generally avoids the steeper taxes and stricter regulations associated with distilled
spirits.

``Beer'' versus ``Malt Beverage''
As indicated above, the definition of a ``beer'' under the IRC differs from the
definition of a ``malt beverage'' under the FAA Act in several significant respects.
First, the IRC does not require beer to be fermented from malted barley; instead, a
beer may be brewed or produced from malt or ``from any substitute therefore.''
Second, the IRC does not require the use of hops in the production of beer. Third, the
definition of ``beer'' in the IRC provides that the product must contain one-half of one
percent or more of alcohol by volume, whereas there is no minimum alcohol content
for a ``malt beverage'' under the Act.

Figure 1: Diagram illustrating the process of brewing beer
Literature Review
Perception:
Perception is defined as the process by which an individual selects, organizes and

interprets stimuli into a meaningful and coherent picture of the world. It can be
described as “how we see the world around us.”
Elements of Perception
Sensation

Sensation is the immediate and direct response of the sensory organs to stimuli. A
stimulus is any unit of input to any of the senses. Examples of stimuli include
products, packages, brand names, advertisements and commercials.
The Absolute threshold
The lowest level at which and individual can experience a sensation is called the
absolute threshold. The point at which a person can detect a difference between
something and nothing is that person’s absolute threshold for that stimulus.
The Differential Threshold
The minimal difference that can be detected between two similar stimuli is called the
differential threshold or the just noticeable difference. Manufacturers and marketers
endeavor to determine the relevant J.N.D for their products for two different reasons:
1. So that negative Changes (reduction in product size or quality, increase in
product price).
2. So that product improvements (such as improved or updated packaging, larger
size, or lower price)
Research Process
Research process consists of series of actions or steps necessary to effectively carry

out research and the desired sequencing of these steps, are given below:
 Formulate the research problem

 Extensive literature survey
 Developing the hypothesis
 Preparing the research design
 Determining the sample design
 Collecting the data

 Execution of the project
 Analysis of data
 Hypothesis testing
 Generalizations and interpretation
 Preparation of the report or presentation of the results
Managers have to analyze competitive forces in an industry’s environment in order to

identify the opportunities and threats that confronting a company. Michael E. Porter
of Harvard School of Business Administration has developed a framework that helps
managers in this analysis. Porter’s framework, which is known as the five forces
model and this model focuses on five forces that shape competition within industry:
1. The risk of new entry by potential competitors.

2. The degree of rivalry among established companies within an industry.
3. The bargaining power of buyers.
4. The bargaining power of suppliers.
5. The threat of substitute products.

Figure 2: Porter’s five forces model Source: An exhibit from “How Competence Forces Shape
Strategy” by Michael E. Porter (March-April 1979).
The risk of new entry by potential competitors
Potential competitors are companies that are not currently competing in an industry
but have the capability to do so if they choose. Incumbent companies try to
discourage potential competitors from entering the industry, the more companies
enter, the more difficult it becomes for established companies to hold their share of
the market and generate profits. A high risk of entry by potential competitors
represents a threat to the profitability of established companies. On the other hand the
risk of new entry are low, incumbent companies can take advantage of this
opportunity to raise prices and earn greater returns. Barriers to entry→ it means to

those factor that make costly for companies to enter in an industry. Now some barriers
to entry are given below:
Brand Loyalty:
Brand loyalty is buyer’s preferences for the products of incumbent companies. A
company can create brand loyalty through continuous advertising of brand &
company names, patent protection of products, product innovation achieved through
its research and development programs, an emphasis on high product quality and
good after sales service. Now some other techniques of brand loyalty are given below:
• Provide quality product and services.
• Warranties & Guaranties.
• Value adds service.
• Continuous advertisement.
• Strong customer relationship.
Absolute Cost Advantages:

Absolute cost advantages can arise from three main sources; such as:
 Superior production operations due to past experience, patents or secret
process.
 Control of particular inputs required for production such as labor,
materials, equipment or management skills.
 Access to cheaper fund.
Economies of scale:
Economic of scale are the cost advantages associated with large company size. It
implies that it will increase productivity or decrease the average cost of production. It
also includes:
o Mass production of standardize output.
o Discount on bulk purchase of raw-materials.

If these cost advantage are significant, a new entrant faces the dilemma of either
entering on small scale and suffering a significant cost disadvantage or entering on
large scale and bearing the large risk of significant capital costs.
Government Regulation:
Historically, GOVT. regulation has constituted a major entry barrier many industries.
For example: Until recently in the United States, government regulation prohibited
provides of long distance telephone service, such as AT&T, MCI and sprint, from
competing for local telephone service with the Regional Bell Operating Companies
(RBOCs) such as US West and Bell Atlantic.
Barriers to Entry and Competition:

If established companies have built brand loyalty for their products, have an absolute
cost advantage with respect to potential competitors, have significant economies of
scale, or enjoy regulatory protection, then the risk of entry by potential competitors is
greatly diminished. When the risk is low, established companies can charge higher
prices and earn greater profits than would be possible otherwise.

Rivalry among Established Companies
The second of Porter’s five competitive forces is the extent of rivalry among
established companies within an industry. If this rivalry is weak, companies have an
opportunity to raise prices and earn greater profits. If rivalry is strong, significant
price competition, including price wars, may result. The extent of rivalry among
established companies within an industry is largely a function of three factors:
 The industry’s competitive structure.

 Demand condition.
 The height of exit barriers in the industry.
Competitive Structure:
Competitive structure refers to the number and size distribution of companies in an
industry: Structure varies from fragmented to consolidate and have different
implications for rivalry. A fragmented industry contains a large number of small or
medium-sized companies, none of which is in a position to dominate the industry. A
consolidated industry may be dominated by a small number of large companies (in
which case it is referred to as an oligopoly) or, in extreme cases, by just one company
(a monopoly). Fragmented industries range from agriculture, video rental and health
clubs to real estate brokers and sun tanning parlors. Consolidated industries include
aerospace, automobiles and pharmaceuticals, etc.
Fragmented Highly
Consolidated
Many firms One firm or one

No dominant firm. dominant firm
(Monopoly)
Few Firms
Shared dominance
(Oligopoly)
Figure 3: fragmented & consolidated firm

Demand Conditions:
Growing demand from either new customers or additional purchasers by existing

customers tends to moderate competition by providing greater room for expansion.
Growing demand tends to reduce rivalry because all companies can sell more without
taking market share away from other companies, and high profits are often the result.
Conversely declining demand results in more rivalry as companies fight to maintain
revenues and market share. Demand declines when consumers leave the marketplace
or when each consumer buys less. Under these conditions a company can grow only
by taking market share away from other companies.
Exit Barriers:
Exit barriers are economic, strategic and emotional factors that keep companies in an
industry even when return are low. If exit barriers are high, companies can become
locked into an unprofitable industry in which overall demand is static or declining.
• Investments in plant and equipment that have no alternative uses and cannot
be sold off. If the company wishes to leave the industry, it has to write off the
book value of these assets.
• High fixed costs of exit, such as severance pay to workers who are being made
redundant.
• Emotional attachments to an industry, as when a company is unwilling to exit
from its original industry for sentimental reasons.
• Economic dependence on the industry as when a company is not diversified
and so relies on the industry for its income.

The Bargaining Power of Buyers
The third of porter’s five competitive forces is the bargaining power of buyers. A
company’s buyers may be the customers who ultimately consume its products (its end
users) but they may also be the companies that distribute its products to end users,
such as retailers and wholesalers. According to porter, buyers are most powerful in
the following circumstances:
 When the supply industry is composed of many small companies and the
buyers are few in number and large. These circumstances allow the buyers to
dominate supply companies.
 When the buyers purchase in large quantities, in such circumstances, buyers
can use their purchasing power as leverage to bargain for price reductions.
 When the supply industry depends on the buyers for a large percentage of its
total orders.
 When the buyers can switch orders between supply companies at a low cost,
thereby playing off companies against each other to force down prices.
 When it is economically feasible for the buyers to purchase the input from
several companies at once.
 When the buyers can use the threat to supply their own needs through vertical
integration as a device for forcing down prices.

The Bargaining power of supplier
The fourth of Porter’s competitive forces is the bargaining power of suppliers.

Suppliers can be viewed as a threat when they are able to force up the price that a
company must pay for its inputs or reduce the quality of the inputs they supply,
thereby depressing the company’s profitability. According to Porter, suppliers are
most powerful:
o When the product that they sell has few substitutes and is important to the
company.
o When the company’s industry is not an important customer of theirs. In which

instances, the suppliers health does not depend on the company’s industry, and
suppliers have little incentive to reduce prices or improve quality.
o When their respective products are differentiated to such an extent that it is

costly for a company to switch from one supplier to another. In such cases, the
company depends on its suppliers and cannot play them off against each other.
o When, to raise prices, they can use the threat of vertically integrating forward
into industry and competing directly with the company.
o When buying companies cannot use the threat of vertically integrating

backward and supplying their own needs as a means to reduce input prices.

The Threat of Substitute Products
The final force in porter’s model is the threat of substitute producers. Substitute
products are those of industries that serve consumers needs in a way that is similar to
those being served by the industry being analyzed. The existence of close substitutes
presents a strong competitive threat, limiting the price a company can charge and thus
its profitability. However, if a company’s products have few close substitutes (that is,
if substitutes are a weak competitive forces) then, other things being equal, the
company has the opportunity to raise prices and earn additional profits.

Body of the Report
In literature review I have given a standard of research process through which a

successful research can be done. So to conduct my research perfectly I also followed
that research process in the following way:
Formulate the research problem:

This is the first stage of the research process and here I have to identify for what
purpose or for what problem I have to conduct the research. So in this case I make my
self clear that I am going to conduct my research on “A Survey on Consumer
Perception & Positioning Strategy Followed By Wild Brew”
Determining the sample design:

To conduct my research successfully I have to determine both the sample size and a
particular sample design. There are lots of ways to determine the sample design they
are: Simple random sampling, Quota sampling, Convenient sampling, Cluster
sampling, etc. To conduct my research I choose convenient sampling cause through
this sample design I can choose the sample design in accordance with my
convenience. To make this research fruitful I take 30 respondents from my three
convenient areas such as: Motijheel, Gulshan, and Dhanmondi. And I also visited 15
departmental stores of the areas which I mentioned above.
Collecting the data:

To collection of data there are several ways such as: Observation, Personal interview,
Telephone interview, E-mail, etc. Here in this research I have been used both
observation and personal interview to collect my valuable data from the consumer and
all of this data is also entitled as primary data.
Analysis of data:
After collecting data I have to analyze it to find out the true picture that is hidden with
in the respondent’s answers of my questions. To analyze the data I used MS Excel

because through this application I can perform my analysis perfectly and also can
present my findings in graph design and all of these things can be done very easily.
Factors of perception of Consumers and Customers
After conducting my research I have found some important factors that affect the
perception of both the consumers and customers also.
Seller point of view:
 We sell Crown because maximum number of consumer demands that.

 We don’t sell Wild Brew because few consumers demand that brand.
Consumer point of view:

In terms of questionnaire my respondents provided some major clues regarding Wild
Brew malt beverage, these are:
 Try to make an interesting advertisement.

 Try to arrange awareness program, where people gather most.
 Influence celebrity to endorse your brand.

Industry Analysis on the basis of Porter’s five forces model
The risk of new entry by potential competitors:

Threat of New Entrants depends on the following criteria:
• Economies of scale.
• Capital / investment requirements.
• Customer switching costs.
• Access to industry distribution channels.
o Access to technology.
• Brand loyalty. Are customers loyal?
• The likelihood of retaliation from existing industry players.
• Government regulations. Can new entrants get subsidies?
Potential competitors of the industry of Food and Beverage

a) Buxton
b) Himalayan.
c) Heneiken.
d) Crown Bangladesh, etc.
These companies successfully penetrated in many countries Malt Beverage industry

and make the market more competitive for others. These are international competitors
but in local the Malt Beverage industry’s companies may also face strong competition
from local companies such as:
a) Crown.
b) Hunter
When Wild Brew Malt Beverage penetrates in the market of Bangladesh then they
faced strong competition from other existing companies. On that time the crown and
others malt beverage like Heineken, Holsten are the establish malt beverage brand in
our country. On that time they were doing their business in their way and something
like wild brew need to penetrate the market to capture .So wild brew price is 50tk
which is low compare to other brand. But still Bangladesh’s Malt Beverage industry
still a crown jewel for other Food and Beverage companies.
There are four Entry Barriers available to prevent new companies to enter into the
market they are:

Brand Loyalty: Under brand loyalty there are several point need to be covered, they
are given below:
Quality product and service:

Whenever a new company wants to tap into the market of malt beverage of
Bangladesh then they have to think very much carefully about their quality of product.
If they don’t ensure then they will not able to capture the market because existing
companies already offer high class quality.
Warranty & Guarantee:

If a company wants to add with the Bangladesh’s malt beverage industry then first
they have to very much cautious that the consumers can find the manufacture and
expire date of the malt beverage. Company also have to provide batch no BSTI seal
and also have to provide the list and amount of ingredients which have been used to
make the product.
Value Add Service:

The Company who are operating with in the malt beverage industry of Bangladesh
currently providing following value add services, they are:
Recycle-Bottle:
Presently companies much more focus on our environment which is good for our
nature, so now they are providing a special kind of pet bottle which is recyclable.
Colorful Packaging:
Now day’s companies are also care about their product outlook for that reason they
are providing top class color combination of both the closer cap and also for
packaging.

Pack Design:
Companies are now also making creative and unique pack design to differentiate their
product from their competitors. There are two types of pack design—slevematic and
contiroll.
List of Ingredients:
Now days both consumers and Govt. are conscious about the public health so now all
the companies providing the list and also the amount which they used to prepare the
product.
Transparent Bottle and Pack design:

It is also a value add service through which consumers can have a crystal clear view
what’s the product actually look like.
Consumer promotion Program:

To create awareness and make product more popular to the consumer companies run
CP program on a particular product that means if a consumer buy that he or she will
get a certain gift.
Trade Promotion Program:

It just opposite of CP cause here the target people to promote is the shop owners,
companies run this program to available their product into the market means want to
increase the market share rather than their competitors.

Event sponsor:
Some time malt beverage companies arrange event to promote people through
concert, d j party, hosting a program or fair, celebrate our cultural as well as
independence, 31st night program etc.
So if any new malt beverage company wants to tap into the market of Bangladesh
then the company has to ensure all of the VAS that we mentioned above because all
of these are successfully provided by the existing malt beverage companies including
Wild Brew and to make the new company distinctive the company has to arrange
other value add services.
N.B. Picture is being given in the appendix section
Continuous Advertisement:
The companies which are now operated in the industry of malt beverages have
ensured continuous advertisement in both electronic media and print media. They also
provide advertisement on billboard to remind their consumers that they are always
connect with them. So that if any new company wants to enter into the industry of
malt beverages than they have to ensured that they provide continuous advertisement
and for these they have to face strong competition from existing companies.
N.B. Picture is being given in the appendix section

Strong Customer relationship:
All the companies which are currently operating in the malt beverage industry of
Bangladesh have successfully ensured that they are capable of providing strong
customer relationship through their advertisement and quality product.
Absolute Cost Advantages: The Absolute cost advantages depend on the

following criteria:
Efficient production process:
The fact is that these companies are providing quality product to their customers so
that they are able to maintain effective production process which means they
are generating new products increasing both the product line and product
depth to hold and promote existing as well as potential users. That means new
malt beverage Company must contain the capability to introduce new types of
product on continuous basis.
Patents:
They have to make patents to protect their logo, symbol, tune etc. So that other
company cannot make copy of it. So the new company has to ensure that they
make patent before entering into the malt beverage industry of Bangladesh.
Good relationship with supplier:
The malt beverage companies have to maintain a good relationship with their supplier
such as: Sky pet, LG, Vessel, etc. Because if one of the company are unable to
maintain good relationship with its supplier than it will open an opportunity
for rival companies to take away the supplier and gain competitive advantage.
So the new company has to ensure that they maintain a good relationship with
its supplier companies.

Management skills:
These companies management skills is very much at top level that’s why these
industry is now are the most significant industry in Bangladesh economy. So that new
entrance company has to ensure that their management is capable enough to complete
the existing companies and also have to make vital contribution to the economy of
Bangladesh.
Govt. regulation:
There are some Govt. rules and regulations are imposed towards malt beverage
companies among them which are most important are listed below:
a) Company must have to use BSTI logo to their product.
b) Company has to provide the list and amount of ingredients.
c) Company have to give manufacture date and also expire date printed on the product
package.
Barriers to Entry and Competition:

The current situation of the malt beverage industry is highly sensitive and there is a
still chance for a new company to tap into market and get a handsome market share
cause the market contain a large number of malt beverage companies who providing
quality product but still have to struggle hard to grip their market share along with
their competitors.

Rivalry among Established Companies
There are some criteria by which I can prove the rivalry among established malt
beverage companies of Bangladesh.
Competitive Structure:
The competitive structure of the Industry is fragmented, because the market contains
large number of companies and no body at the driving seat.
Demand conditions:
A demand condition of this industry is still growing because these companies deal
with the basic need of a human being. Presently these companies are going to produce
new types of product such as non alcoholic malt beverage with different flavored
which will also added value and quality towards people of Bangladesh.
Exit Barriers:
 Malt beverage companies cannot exit because of high maintenance cost.
 Still malt beverage industry is one of the most profitable industries of the
economy of Bangladesh, so Govt. will provide all sorts of necessary service to
hold this industry.

The Bargaining Power of Buyers
In accordance with the Bangladesh Malt Beverage companies the bargaining power of
buyers with suppliers is equal. Because there are large number of raw material
suppliers and also large number of buyer prevailing in the market. By taking interview
of Mr.Amit Roy I found that buyers are basically perform outsourcing activities as
well as make contract on a particular company to collect their necessary resources
though some buyer contain the ability to make vertical integration with supplier or
may have the power to establish a supplier company by itself. But normally it not
occur because to make vertical integration or establish a supply company will make
the process of the company too much complex to handle.

The Bargaining Power of Suppliers
Now in the bargaining power of suppliers I found that there are large numbers of
suppliers who provide necessary raw materials to the buyers. But now the problem all
of these supplier unable to provide high class raw material rather than most of them
are able to provide standard raw materials. So there few suppliers company whose
contain the capability to provide high class raw materials. Malt Beverage companies
need resin, which is a kind of powder need to produce bottle and closer cap. For color
design they contact with other companies such as, color matrix and for pack design
these companies contact with advertising firm such as Addcom, Grey, etc. So in my
opinion these companies have to depend much on their supplier companies. To
evaluate the present scenarios I can say that the suppliers have little bit upper handed
position than them.

Threat of Substitute Product
There is not so much substitute product available in the market against food and
beverage rather than people can substitute on brands. Such as:
o Malt Beverage such as – Crown, Hunter, Heineken, etc.

o Energy drink such as – Tiger, Shark, Big Boss, etc.
o Coke, Sprite, Pepsi, 7up, etc.
o Juice drink such as – Pran Mango juice, Shezan Juice, Acme juice, etc.
o Fruit flavored Water.
o Filter processed Water.
o Tube well Water.
o Boiled Water.
Yes it is a strong competitive threat for Malt beverage industry but still these
companies are able to grip a good market share and the market share of this
companies are increasing cause they are able to produce new product on a continuous
basis and recently Crown Malt Beverage company have introduce 3 different color
pack in the market. So that means these companies are very much aware of their
substitute product and that’s why these companies always try to bring some quality to
their target customer so that there customer not move towards the substitute products.

Positioning (marketing)
In marketing, positioning has come to mean the process by which marketers try to
create an image or identity in the minds of their target market for its product, brand,
or organization. It is the 'relative competitive comparison' their product occupies in a
given market as perceived by the target market.
Definitions
Although there are different definitions of Positioning, probably the most common is:
"A product's position is how potential buyers see the product", and is expressed
relative to the position of competitors.
Positioning is a concept in marketing which was first popularized by Al Ries and Jack
Trout in their bestseller book “Positioning - a battle for your mind".
This differs slightly from the context in which the term was first published in 1969 by
Jack Trout in the paper "Positioning" is a game people play in today’s me-too market
place" in the publication Industrial Marketing, in which the case is made that the
typical consumer is overwhelmed with unwanted advertising, and has a natural
tendency to discard all information that does not immediately find a comfortable (and
empty) slot in the consumers mind. It was then expanded into their ground-breaking
first book, "Positioning: The Battle for Your Mind", in which they define Positioning
as "an organized system for finding a window in the mind. It is based on the concept
that communication can only take place at the right time and under the right
circumstances." (p. 19 of 2001 paperback edition)
What most will agree on is that Positioning is something (perception) that happens in
the minds of the target market. It is the aggregate perception the market has of a
particular company, product or service in relation to their perceptions of the
competitors in the same category. It will happen whether or not a company's
management is proactive, reactive or passive about the on-going process of evolving a
position. But a company can positively influence the perceptions through enlightened
strategic actions.
Product positioning process
Generally, the product positioning process involves:

1. Defining the market in which the product or brand will compete (who the
relevant buyers are)
2. Identifying the attributes (also called dimensions) that define the product
'space'
3. Collecting information from a sample of customers about their perceptions of
each product on the relevant attributes.
4. Determine each product's share of mind .
5. Determine each product's current location in the product space .
6. Determine the target market's preferred combination of attributes (referred to
as an ideal vector)
7. Examine the fit between:

• The position of your product
• The position of the ideal vector.
8. Position.
The process is similar for positioning your company's services. Services, however,
don't have the physical attributes of products - that is, we can't feel them or touch
them or show nice product pictures. So you need to ask first your customers and then
yourself, what value do clients get from my services? How are they better off from
doing business with me? Also ask: is there a characteristic that makes my services
different?
Write out the value customers derive and the attributes your services offer to create
the first draft of your positioning. Test it on people who don't really know what you
do or what you sell, watch their facial expressions and listen for their response. When
they want to know more because you've piqued their interest and started a
conversation, you'll know you're on the right track.
Positioning concepts
More generally, there are three types of positioning concepts:

1. Functional positions
• Solve problems
• Provide benefits to customers
• Get favorable perception by investors (stock profile) and lenders
2. Symbolic positions
• Self-image enhancement
• Ego identification
• Belongingness and social meaningfulness
• Affective fulfillment
3. Experiential positions
• Provide sensory stimulation
• Provide cognitive stimulation
Measuring the positioning
Positioning is facilitated by a graphical technique called perceptual mapping,

various survey techniques, and statistical techniques like multi dimensional scaling,
factor analysis, conjoint analysis, and logic analysis.

Positioning Strategy:
A Positioning Strategy results in the image you want to draw in the mind of your
customers, the picture you want him/her to visualize of you what you offer, in relation
to the market situation, and any competition you may have".
With this said, let us design our positioning strategy.
We will be faced with three main options:
 1. Positioning your product against your competitors, " Our prices are half of
that you may find else where for similar products"
 2. Emphasizing a distinctive unique benefit "the only book keeping system
that instantly calculates our taxes"
 3. Affiliating our product with something the customer knows and values "the
same archiving system used by the library of congress"
Writing a positioning statement should not be a difficult task. For starting off,
first we must decide the following:
 Your customer: The type of customer we target.

 The benefits: What you can do for our customers.
 The method: How you do it.
 The USP: Why we do it better than the competitors. (As we may know, USP
stands for "unique selling proposition".)
Now we will need to write down the following: (fill in the blanks):
 Our product offers the following benefits: ---------------

 To the following customers (your target market_: ----------
 Our product is better than the competitors in the following manner:
----------------
 We can prove our product is the best because (evidence, differences,
testimonials..etc) --------------------
We have a positioning strategy, So What? we can't use it to sell your product, which
requires a far more complex process, so what is the strategy for?
we will use your positioning strategy to design all your marketing communications,
and integrate it with every aspect of our marketing program.
Any and everything you will do as part of our marketing program, from web site
design to product packaging and advertising, should aim mainly at convincing
customers of the points contained in our positioning statement.
So, put the statement where we can always see it, and always get back to it whenever
we are marketing the specific product for which it was crafted.

Your positioning statement reflects what we need to communicate about a specific
product, and to whom, so we will always hit the right button, communicating the right
message to the right customer at the right time.
I must stress here, the most significant purpose for having a positioning statement, is
to make sure that all our communications are consistent with its content. There is no
point in having so many different messages for the same product, that lake
consistency.
That is what I meant by saying, you must integrate your positioning statement with
our marketing program, in all aspects.
Every marketing program should cover only one product hence must not reflect more
than one clearly stated positioning strategy, so:
1 product = 1 marketing program = 1 positioning statement.
One last point to ensure the effectiveness of your strategy, which may seem too
obvious yet often ignored:
Our Customer must also get the message we are conveying, the way we meant it to
be.
Using an effective positioning strategy:
No matter what your business’s product or service is an effective positioning strategy

is key to your success. Let’s suppose you are selling rain barrels in a period when we
have not experienced a lot of rain for a while. You could make the outrageous
guarantee that if it rains so many inches by a certain date, which you’ll give away the
rain barrels for free - this is a part of your positioning strategy. Or another slant to the
strategy could see you suggesting that you’ll celebrate by giving customers who
bought rain barrels a weed trimmer for free, or some other product you are selling.
Markets Positioning Strategies:
After the organization has selected its target market, the next stage is to decide how it
wants to position itself within that chosen segment. Positioning refers to ‘how
organizations want their consumers to see their product’. What message about the
product or service is the company trying to put across? Car manufacturer Daewoo in
the UK, has successfully positioned themselves as the family value model. The UK
car Skoda brand which has been taken over by Volkswagen has been re-positioned as
a vehicle which had negative brand associations, to one which regularly wins car of
the year awards. The positive comments from the industry and attributes of this
vehicle is has changed the perception of consumers about the Skoda brand.

Developing a positioning strategy
Developing a positioning strategy depends much on how competitors position

themselves. Do organizations want to develop ‘a me too’ strategy and position
themselves close to their competitors so consumers can make a direct comparison
when they purchase? Or does the organization want to develop a strategy which
positions themselves away from their competitors? Offering a benefit which is
superior depends much on the marketing mix strategy the organization adopts. The
pricing strategy must reflect the benefit offered and the promotion strategy must
communicate this benefit.
Ultimately positioning is about how you want consumers to perceive your products
and services and what strategies you would adopt to reach this perceptual goal. For
more information please read Perceptual
Product Positioning Strategies:
Positioning is what the customer believes about your product’s value, features, and
benefits; it is a comparison to the other available alternatives offered by the
competition. These beliefs tend to based on customer experiences and evidence, rather
than awareness created by advertising or promotion.
Marketers manage product positioning by focusing their marketing activities on a
positioning strategy. Pricing, promotion, channels of distribution, and advertising all
are geared to maximize the chosen positioning strategy.
Generally, there are six basic strategies for product positioning:
1. By attribute or benefit- This is the most frequently used positioning strategy. For a
light beer, it might be that it tastes great or that it is less filling. For toothpaste, it
might be the mint taste or tartar control.
2. By use or application- The users of Apple computers can design and use graphics
more easily than with Windows or UNIX. Apple positions its computers based on
how the computer will be used.
3. By user- Facebook is a social networking site used exclusively by college students.

Facebook is too cool for MySpace and serves a smaller, more sophisticated cohort.
Only college students may participate with their campus e-mail IDs.
4. By product or service class- Margarine competes as an alternative to butter.

Margarine is positioned as a lower cost and healthier alternative to butter, while butter
provides better taste and wholesome ingredients.
5. By competitor- BMW and Mercedes often compare themselves to each other

segmenting the market to just the crème de la crème of the automobile market. Ford
and Chevy need not apply.

6. By price or quality- Tiffany and Costco both sell diamonds. Tiffany wants us to
believe that their diamonds are of the highest quality, while Costco tells us that
diamonds are diamonds and that only a chump will pay Tiffany prices.
Positioning is what the customer believes and not what the provider wants them to
believe. Positioning can change due the counter measures taken at the competition.
Managing your product positioning requires that you know your customer and that
you understand your competition; generally, this is the job of market research not just
what the entrepreneur thinks is true.
John Bradley Jackson brings street-savvy sales and marketing experience from Silicon
Valley and Wall Street. His resume also includes entrepreneur, angel investor,
corporate trainer, philanthropist, and consultant. His book is called “First, Best, or
Different: What Every Entrepreneur Needs to Know about Niche Marketing”

Brief explanation of Malt beverage companies
Crown Energy Drinks
Specifications: Products Crown energy drink (330ml can) Material: Malt, rice, hops,
Malt Beverage & co2 the premium test of crown beverage Is enjoyed by all
connoisseurs for Hi- energy and vitality 24 pieces 330ml food grade can Packed with
corograted carton plate & shrimp raping 15.75x 10.5 x 4.75, weight 8.5 KG, FOB
price $ 18 (24 pieces carton) Crown pineapple drink (330ml can) The premium test
of crown beverage is enjoyed by all connoisseur for hi energy and vitality Material:
Malt, rice, Malt Beverage , co2 pineapple juice 24 pieces 330ml food grade can
packed with corograted carton plate & shrimp raping 15.75x 10.5 x 4.75 (inch) weight
8.5 KG, FOB price $ 16 (24 pieces carton) Crown lemon drink (330ml can) The
premium test of crown beverage is enjoyed by all connoisseur for hi energy and
vitality Material: Malt, rice, Malt Beverage , co2 pineapple juice, lemon juice 24
pieces 330ml food grade can packed with corograted carton plate & shrimp raping
15.75 x10.5 x4.75 (inch) weight 8.5 KG, FOB price $ 16 (24 pieces carton)
Manufactured and canned by crown beverages ltd, Bangladesh

Malt Benefits
We all know human needs for drinks, so why not to have all our daily requirement of
nutrition elements that hard to get from one source.
Refreshing your blood circulation, your digestive & Nerve systems is not a problem
any more, with our product "MOOD"‌, we introduce our product Mood malt beverage
Mood as a natural malt drink with 0.0 % alcohol to enjoy your body health.
Starting from doctor’s recommendations that guide you to an optimum health

conditions, ends you up with "MOOD"‌, the following quoted article demonstrates a
part but not all nutrition values, facts, and benefits of Malt Beverage. Examine Mood
by your self and find the difference.
THE BENEFITS OF DRINKING MALT BEVERAGE:
• Malt is one of the most diuretic beverages. It’s carbohydrates are largely
broken down and are thus easy to digest for humans.
• The thirst quenching effect of Malt is due to its high water content (92%) and
it’s minerals among others.
• Malt is perfectly suited as a dietary supplement in a low protein diet.
• Malt contains more than 30 minerals and elements.
• One liter of Malt almost covers half the adult daily requirement of magnesium,
phosphorus & potassium.
• Malt contains all important B- vitamins, vitamins A, D and E. One liter of
Malt contains about 210 mg vitamins
• Carbon dioxide is a significant contributor to the refreshing effect of Malt.
Carbon dioxide stimulates blood circulation in the mucous membrane of the
mouth, promotes salivation, stimulates formation of hydrochloric acid in the
stomach, accelerates emptying of the stomach and promotes excretion of
substances usually eliminated in the urine.
• One important vitamin found in Malt is folic acid, which is particularly
essential for pregnant women as a deficiency can cause spinal defects in the
unborn child.
• The antibacterial effects of CO2 and iso alpha acids (hops) also ensure that
pathogenic bacteria cannot live in Malt; the few species of bacteria able to
withstand these effects may spoil the Malt but cannot cause disease.
• There is evidence that iso alpha acids (hops) may help to prevent osteoporosis
(the brittle bone disease which affects the elderly).
• Research has also shown that moderate & regular consumption of Malt helps
to prevent coronary heart disease, apparently by increasing the level of High
Density Lipoprotein (HDL) good cholesterol which forms pellet like particles
that scour away the deposits of Low Density Lipoprotein (LDL) bad
cholesterol on the walls of the blood vessels which could otherwise obstruct
the circulation.
• For many years, malt has been added to the diets of infants and elderly persons
as nutritious supplements. An aqueous mixture of sugars and malt extract has
been used very successfully as a pediatric laxative.\

Ingredients of Malt beverage:
Nutrition Facts
Serving Size 1 cup (237 g)
Amount Per Serving
Calories 140 Calories from Fat 0
% Daily Value*
Total Fat 0g 0%
Saturated Fat 0g 0%
Cholesterol 0mg 0%
Sodium 30mg 0%
Total Carbohydrates 30g 13%
Dietary Fiber 0g 0%
Protein 1g 2%
Vitamin A 0% Vitamin C 2%
Calcium 0% Iron 0%
Zinc 0% Thiamin 4%
Riboflavin 8% Niacin 15%
Vitamin B-6 4% Folate 8%
Vitamin B-12 0% Phosphorus 6%
Magnesium 4% Vitamin D 0%
* Percent Daily values are based on a 2,000 calorie diet.‫ آ‬Your daily values may be higher or
lower depending on your calorie needs
Wild Brew:
Ingredients:
Carbonated Water, Malt Extract, Glucose Syrup Flavors, Caramel Color, Ascorbic
Acid, Sodium Benzoate, Lactic Acid.
Nutrition fact per 100ml:
Energy 14.3 kcal

Protein 0.1gm
Carbohydrates 3.4gm
Fat 0.1gm
Fibre 0.1gm

DISCUSSION
ON
FINDINGS

4.1 CLASSIFICATION OF DATA:
The process of arranging the data in to groups or classes according to resemblance

and similarities in technically called classification.
Classification is the process of arranging data in to sequences and groups according to

their common characteristics or separating them in to different related parts.
Broadly, the data can be classified on the following four bases –
I. Quantitative – According to magnitudes

II. Geographical – According to cities & districts
III. Qualitative – According to attributes
IV. Chronological – According to occurrence of events in time
The classification adopted for this study is quantitative and geographical

classification.
4.2 TABULATION OF DATA:
Tabulation of data is one of the most important devices of presenting the data in a
condensed and readily comprehensible form and attempts to finish the maximum
possible space, with out sacrificing the quality and usefulness of the data.
According to ‘Prof. Owlet’ tabulation is the intermediate process between the

accumulation of data what ever form they are obtained and the final reasoned account
of the result shown by the statistics.
So tabulation means the systematic presentation of the information contained in the

data in row and columns in accordance with some silent features or characteristics.
These may broadly be classified in to two categories –

(I) Simple and complex tables

(II) General purpose and special purpose tables
4.3 ANALYSIS AND INTERPRETATION OF DATA:
After tabulation the data must be analyzed researcher often use statistical
interpretation, which concentrates or what is average or what deviates from average.
Statistical interpretation shows how widely responses vary and how they are
distributed in relation to the variable being measured. Statistics, marketers relay on
estimates of expected error or deviation from the true values of population. The
analysis and interpretation of data may lead researchers to accept or reject the
hypothesis being selected.

Findings
After conducting my survey on the consumer perception of Wild brew I
found some good clue which help the company to make their product
more familiar which means more perceived by the consumer than now.
The results which I found through my research are given below, and I
want to mention again that I conducted my research based on 30
respondents.
• Gender
Particulars Respondent Percent

male 29 96.7
female 1 3.3
Total 30 100.0
Gender
Female
3.3%
Male
96.7%
There are young male and female malt beverage drinker respondent are given on the
basis of the percentage. On the graph the young male malt beverage drinker
respondents are 96.7% and young female malt beverage drinker respondents are 3.3
%.

• Age

16-18 1 3.3
19-21 2 6.7
22-24 13 43.3
25-27 9 30.0
28-30 3 10.0
31-above 2 6.7
Total 30 100.0
Age of the Respondents

45%
43%
40%
35%
30%
30%
Percentage
25%
20%
15%
10%
10% 7% 6.70%
3%
5%
0%
16-18 19-21 22-24 25-27 28-30 31-above
Age
The above Bar-chart is showing the age of the respondents. Among the
respondents,3% are from the age of 16-18 years, 7% are from 19-21 years, 43% are
from 22-24 years; 30%,10%,6.7% are from the respondent of 25-27 years 28-30 years
31-above respectively.

• Education

Doctorate 1 3.3
14 46.7
Postgraduate
Undergraduat 14 46.7
e
1 3.3
H.S.C
30 100.0
Total
Education
50.0% 46.7% 46.7%

45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
3.3% 3.3%
5.0%
0.0%
Doctorate Postgraduate Undergrauate H.S.C.
The above figure shows that 3.3 % respondents are Doctorate and 46.7% respondents
represents the Postgraduate and Undergraduate. Finally again 3.3 % represents the
H.S.C respondents.
According to the above figure, it can say that the maximum respondents are
postgraduate and undergraduate and their respondent’s rates are 46.7%.

• Profession

Student
19 63.3
Service 10 33.3
holder
1 3.3
Businessman
30 100.0
Total
Proffession
Businessman, 3.3%
Service Holder,
33.3%
Students, 63.3%
We have found in our research that student respondents are 63.3 %, businessman 3.3
% and Service holder 33.3 % are habituate to drink malt beverage where students are
the high rate of consuming malt beverage which is 63.3%.

• In terms of malt beverage, which brand name comes first in your mind:
Brand Percent
Respondent
Crown 7 23.3
16 53.3
Wild Brew
3 10.0
Heineken
4 13.3
Others
30 100.0
Total
Brand Name Comes First in our Mind
60.0% 53.3%
50.0%
40.0%
30.0% 23.3%
20.0% 10.0% 13.3%
10.0%
0.0%
Crown Wild Brew Heineken Others
In the term of the brand name comes first in our mind, here we have collected from 30
respondents about their opinion that is Crown 23.3%Wild Brew 53.3%, Heineken
10.0% and others 13.3%.

• Which one is the most preferable to you:

Crown 3 10.0
20 66.7
Wild Brew
2 6.7
Heineken
5 16.7
Others
30 100.0
Total
Prefferable to us
70% 66.7%
60%
Percentage
50% 6.7% 16.7%

40%
30% 10.0%
20%
10%
0%
Crown Wild Brew Heineken Others
Brand
In the term of the most preferable to you, here we have collected from 30
respondents about their opinion that is Crown 10%, Wild Brew 66.7%, Heineken
6.7% and others 16.7%.
Where Wild Brew got the high rate and the Heineken got the low response which
are 66.7% and 6.7% accordingly.
• Please mention the reason behind that :

Price 3 10.0
1 3.3
Availability
3 10.0
Pack Design
15 50.0
Taste
8 26.7
Advertisement
Total
30 100.0
Total
Reason Behind Choosing Brand
50.0%
50.0%
40.0%
Percentage
30.0% 10.0%
20.0% 26.7%
10.0%
10.0%
3.3%
0.0%
Price Availability Pack Design Taste Advertisem ent
Particular
According to our research we have able to find out that most of the respondents
are drinking malt beverage and the reason behind that for the purpose of taste and
this respondents rates are 50% , and advertisement rate is 26.7 %, price and pack
design rate 10%, 3.3 % on availability chronologically.
• Awareness of Wild Brew malt beverage :

Particular
s Respondent Percent
Yes 29 96.7
No 1 3.3
Total 30 100.00
Awareness towards Wild Brew
No
3.3%
Yes
96.7%
According to our survey, we have found that the 96.7 % respondents have their
knowledge about Wild Brew and 3.3% respondent has not their knowledge about
Wild Brew who rare malt beverage drinker.
• The pack design of Wild Brew:

Below
1 3.3
Average
3 10.0
Average
20 66.7
Good
3 10.0
very Good
3 10.0
Excellent
30 100.0
Total
Wild Brew Pack design
Excellent 10.0%
Very Good 10.0%
Good 66.7%
Average 10.0%
Below Average 3.3%
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8
According to our research we have able to find out that the most of the respondent’s
rate about the pack design is good which is 66.7%, Average, Very Good, Excellent
rated is 10%. Below Average is 3.3% rate about the pack design of wild brew.
• After Drinks Feel:

Bad feel 1 3.3
10 33.3
Normal feel
12 40.0
Good feel
7 23.3
Excellent feel
30 100.0
Total
After Drink Feelings

40.0%
33.3%
40.0%
35.0%
30.0% 23.3%
Percentage
25.0%
20.0%
15.0%
10.0% 3.3%
5.0%
0.0%
Bad Feel Normal Feel Good Feel Excellent
Feel
Category
In term of after feel, among our respondent we have got 3.3 % respondent they are
feeling bad, normal feel 33.3% good feel 40% and Excellent feel 23.3% respectively.
• The quality of Wild Brew:

Below
1 3.3
Average
7 23.3
Average
13 43.3
Good
5 16.7
very Good
4 13.3
Excellent
30 100.0
Total
Quality of Wild Brew
45.0%
43.3%
40.0%
35.0%
30.0% 23.3%
Percentage
25.0%
20.0% 16.7%
13.3%
15.0%
10.0% 3.3%
5.0%
0.0%
Below Average Good Very Good Excellent
Average
From the chart we can see that the percentage of quality of Wild Brew where 43.3%
respondent give Good which is high and 3.3% give below average which is low.
Others are 13%, 16.7%and 23.3% respondent give excellent, very good and average
chronologically.
• The pricing of Wild Brew:

Below
1 3.3
Average
15 50.0
Average
9 30.0
Good
3 10.0
very Good
2 6.7
Excellent
30 100.0
Total
Pricing of Wild Brew
50%
60.00% 30%
3.30% 10% 6.7%
40.00%
20.00%
0.00%
Below Average Good Very Good Excellent
Average
From the chart we can see that the percentage of pricing of Wild Brew where 50%
respondent gives average which is high and 3.3% give below average which is low.
Others are 6.7%, 10%and 30% respondent give excellent, very good and good
chronologically.
The Table of the Statistical Overview of Likert Scale (Percentage)

Neither
Determinants of Strongly Somewhat disagree Somewhat Disagre Strongly
Agree
Positioning agree agree nor disagree e disagree
agree

When I think about
this product, Wild
26.7
Brew is the first 23.3% 26.7% 6.7% 0% 13.3% 3.3%
%
brand that comes to
mind
I can easily
recognize this brand 43.3
33.3% 10% 10% 3.3% 0% 0%
among other %
competing brands
I am aware of Wild 33.3
26.7% 20% 10% 10% 0% 0%
Brew %
Some
characteristics of 36.7
23.3% 16.7% 6.7% 10% 6.7% 0%
Wild Brew come to %
my mind quickly
I can quickly recall
36.7
the symbol or logo 30% 20% 3.3% 3.3% 3.3% 3.3%
%
of Wild Brew
Wild Brew has 23.3
26.7% 16.7% 23.3% 0% 6.7% 3.3%
strong personality %
Wild Brew is
36.7
different from its 20% 16.7% 13.3% 6.7% 6.7% 0%
%
competing brand
Wild Brew has
undoubtedly the 23.3
16.7% 23.3% 13.3% 10% 10% 3.3%
best quality in the %
marketplace
I can always trust
on Wild Brew if I 43.3
10% 20% 13.3% 3.3% 10% 0%
want a product of %
high quality
The quality of Wild 43.3
13.3% 13.3% 16.7% 3.3% 6.7% 3.3%
Brew is very high %
I consider myself to
36.7
be loyal to Wild 16.7% 13.3% 23.3% 0% 6.7% 3.3%
%
Brew
I always buy Wild 16.7
20% 16.7% 16.7% 16.7% 13.3% 0%
Brew %
If I were asked for a
recommendation, I 23.3
33.3% 26.7% 10% 6.7% 0% 0%
would suggest to %
buy Wild Brew
I recommend Wild
26.7
Brew whenever I 23.3% 33.3% 10% 3.3% 3.3% 0%
%
can
It makes sense to 16.7% 30% 23.3% 23.3% 3.3% 0% 3.3%
buy Wild Brew
instead of any other

brand, even if they
are in the same in
quality or price
Even if another
brand has the same
features as Wild 36.7
23.3% 13.3% 13.3% 3.3% 10% 0%
Brew, I would %
prefer to buy Wild
Brew
If there is another
brand as good as
26.7% 20% 23.3% 16.7% 6.7% 6.7% 0%
Wild Brew, I prefer
to buy Wild Brew
If another brand is
not different from
Wild Brew in any 23.3
26.7% 30% 13.3% 0% 6.7% 0%
way, it seems %
smarter to purchase
Wild Brew

4.4 TESTING OF HYPOTHESIS:
From the above study the testing of hypothesis is shown below –

Cross tabulation SPSS Output
Age * Preferable Cross tabulation
Preferable
Crown Wild Brew Heineken Others Total
Age 16-18 Count 0 0 0 1 1
% within
.0% .0% .0% 20.0% 3.3%
Preferable
19-21 Count 0 1 0 1 2
% within
.0% 5.0% .0% 20.0% 6.7%
Preferable
22-24 Count 1 11 0 1 13
% within
33.3% 55.0% .0% 20.0% 43.3%
Preferable
25-27 Count 2 5 1 1 9
% within
66.7% 25.0% 50.0% 20.0% 30.0%
Preferable
28-30 Count 0 2 1 0 3
% within
.0% 10.0% 50.0% .0% 10.0%
Preferable
31- Count 0 1 0 1 2
above % within
.0% 5.0% .0% 20.0% 6.7%
Preferable
Total Count 3 20 2 5 30
% within
100.0% 100.0% 100.0% 100.0% 100.0%
Preferable
Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 16.637(a
15 .341
)
Likelihood Ratio 14.802 15 .466
Linear-by-Linear
.074 1 .786
Association
N of Valid Cases
30
a 22 cells (91.7%) have expected count less than 5. The minimum expected count is .07.
Symmetric Measures
Value Approx. Sig.

Nominal by Phi
.745 .341
Nominal
Cramer's V .430 .341
Contingency Coefficient .597 .341
N of Valid Cases 30
a Not assuming the null hypothesis.

b Using the asymptotic standard error assuming the null hypothesis.

INTERPRETATION
To get the relationship, here a cross tabulation analysis has been done. This
analysis has been done on the basis of ‘Age’ and ‘Preferable’ category.
The null hypothesis (Ho) taken by the researchers was that, there is no relationship
between age and preferable.
On the other hand, the alternate hypothesis (H1) was that, there is a relationship
between age and preferable.
On a .05 level of significance, with 15 degrees of freedom, the critical value
derives as 24.996, where the chi-square value calculated by the SPSS output is,
16.637.
Thus the Ho is rejected. So it shows that there is a relationship between age and
preferable.
For measurement the relationship we can see that Phi & Contingency Coefficient
shows the strong relationship whereas Cramer's V shows the weak relationship
between the age and preferable.
Feel * Pricing Cross tabulation
Pricing
Below very
Average Average Good Good Excellent Total
Feel Bad feel Count 0 1 0 0 0 1
% within
.0% 6.7% .0% .0% .0% 3.3%
Pricing
Normal feel Count 1 7 2 0 0 10
% within
100.0% 46.7% 22.2% .0% .0% 33.3%
Pricing
Good feel Count 0 3 6 2 1 12
% within
.0% 20.0% 66.7% 66.7% 50.0% 40.0%
Pricing
Excellent Count 0 4 1 1 1 7
feel % within
.0% 26.7% 11.1% 33.3% 50.0% 23.3%
Pricing
Total Count 1 15 9 3 2 30
% within
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Pricing

Chi-Square Tests

12 .543
)
Linear-by-Linear
3.745 1 .053
Association
N of Valid Cases
30
Symmetric Measures
Value Approx. Sig.

Nominal by Phi
.601 .543
Nominal
N of Valid Cases 30
INTERPRETATION
analysis has been done on the basis of ‘Feel’ and ‘Pricing’ category.
between Feel and Pricing.
between Feel and Pricing.
10.836.
Thus the Ho is rejected. So it shows that there is a relationship between Feel and
Pricing
between Feel and Pricing

Education * Personality Cross tabulation
Personality Total
Nether
disagree
Strongly nor Somewhat Strongly
disagree Disagree agree agree Agree Agree
Education Postgraduate Count 0 1 4 2 3 2 12
% within
.0% 50.0% 66.7% 50.0% 50.0% 40.0% 50.0%
Personality
Undergraduat Count
1 1 2 2 2 3 11
e
% within
100.0% 50.0% 33.3% 50.0% 33.3% 60.0% 45.8%
Personality
H.S.C Count 0 0 0 0 1 0 1
% within
.0% .0% .0% .0% 16.7% .0% 4.2%
Personality
Total Count 1 2 6 4 6 5 24
% within
100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Personality
Chi-Square Tests

Pearson Chi-Square 5.224(a) 10 .876
Linear-by-Linear
.044 1 .834
Association
N of Valid Cases
24
Symmetric Measures
Value Approx. Sig.

Nominal by Phi
.467 .876
Nominal
N of Valid Cases 24
INTERPRETATION
analysis has been done on the basis of ‘Education’ and ‘Personality’ category.

between Education and Personality.
between Education and Personality.
5.224.
Thus the Ho is rejected. So it shows that there is a relationship between Education
and Personality.
For measurement the relationship we can see that Phi, Contingency Coefficient &
Cramer's V shows the weak relationship between Education and Personality.
Reason * Purchase Cross tabulation
Purchase
Nether
disagree
Somewhat nor Somewhat Strongly
Disagree disagree agree agree Agree Agree Total
Reason Price Count 0 1 1 0 0 1 3
% within
.0% 33.3% 25.0% .0% .0% 20.0% 12.5%
Purchase
Availability Count 0 0 0 0 1 0 1
% within
.0% .0% .0% .0% 25.0% .0% 4.2%
Purchase
Pack Design Count 1 0 1 0 0 0 2
% within
33.3% .0% 25.0% .0% .0% .0% 8.3%
Purchase
Taste Count 2 1 1 3 2 4 13
% within
66.7% 33.3% 25.0% 60.0% 50.0% 80.0% 54.2%
Purchase
Advertisement Count 0 1 1 2 1 0 5
% within
.0% 33.3% 25.0% 40.0% 25.0% .0% 20.8%
Purchase
Total Count 3 3 4 5 4 5 24
% within
100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Purchase
Chi-Square Tests

20 .606
)
Linear-by-Linear
.018 1 .895
Association
N of Valid Cases
24

Symmetric Measures
Value Approx. Sig.

Nominal by Phi
.859 .606
Nominal
N of Valid Cases 24
INTERPRETATION
analysis has been done on the basis of ‘Reason’ and ‘Purchase’ category.
between Reason and Purchase.
17.722.
Thus the Ho is rejected. So it shows that there is a relationship between Reason
and Purchase.
Correlations SPSS Output
Correlations
Awareness Recall
Awareness Pearson
1 .431(**)
Correlation
Sig. (1-tailed) . .009
N 30 30

Recall Pearson
.431(**) 1
Correlation
Sig. (1-tailed) .009 .
N 30 30
** Correlation is significant at the 0.01 level (1-tailed).
INTERPRETATION
To get the association measurement, here a Correlations analysis has been done.
This analysis has been done on the basis of ‘Awareness’ and ‘Recall’ category.
The Correlations value calculated by the SPSS output is, .431 what is not so close
to 1.0 which means that Awareness is not strongly association with Recall.
Correlations
Brand sense
Brand Pearson
1 .185
Correlation
N 30 30
sense Pearson
.185 1
Correlation
N 30 30
INTERPRETATION
This analysis has been done on the basis of ‘Brand’ and ‘sense’ category.
to 1.0 which means that Brand is not strongly association with sense.
Correlations
mind Loyalty
mind Pearson
1 .406(*)
Correlation
N 30 30
Loyalty Pearson
.406(*) 1
Correlation
N 30 30
* Correlation is significant at the 0.05 level (1-tailed).

INTERPRETATION
This analysis has been done on the basis of ‘mind’ and ‘Loyalty’ category.
to 1.0 which means that mind is not strongly association with Loyalty.
Correlations
Reason Trustfulness
Reason Pearson
1 -.146
Correlation
N 30 30
Trustfulness Pearson
-.146 1
Correlation
N 30 30
INTERPRETATION
This analysis has been done on the basis of ‘Reason’ and ‘Trustfulness’ category.
The Correlations value calculated by the SPSS output is,-.1406 what is not close
to 1.0 which means that Reason’ is weak association with Trustfulness’.

CONCLUSIONS
&
SUGGESTION/
RECOMMENDATION

CONCLUSION:
After conducting this assignment successfully I found that Malt Beverage industry of
Bangladesh is able to create a significant position to our economy and try to boost up
the economy of Bangladesh. In conclusion I can strongly predict that Malt Beverage
contains a great future ahead of it, this product is really enclose optimum quality and
want to deliver quality also towards its consumers. I think it’s a matter of time that
Malt Beverage will become the number one choice of the consumers of Bangladesh.
The research has been conducted as structured questionnaire survey on clients and
private customers of consultancy firms 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.
5.2 SUGGESTION/RECOMMENDATION:
Among the fast moving consumer goods company AFBL is one of the prominent
native company which has several product line and many more come in future. So in
term of consumer perception and positioning they should make in mind the following
recommendation–
(1) Sales force should be more trained up and proactive to capture the market of
beverage.
(2) Product availability should be maintained by the company.
(3) Production should be as per demand of the customer.
(4) It is recommended that certain promotional activities to be undertaken in
order to effective the program like TV/Newspapers/Radio etc.
(5) It is recommended that AFBL should arrange for training program of all the
employee, sales personnel and executives.

(6) The concerned sales & marketing executive should occasionally visit the
remote markets to encourage the customers.
APPENDIX
LIST OF TABLES
Sl. Page
Title of the Table
No. No.
1. Table is showing the products or services offered by the AFBL 21
2. The table is showing Ingredients of Malt beverage 59
Table is showing the Wild Brew Ingredients

3. 59
Table is showing The Table of the Statistical Overview of Likert

4. Scale 75

LIST OF GRAPHS
Sl. Page
Title of the Graph
No. No.
1. Graph No. 1 is showing the Gender 63
2. Graph No. 2 is showing Age 64
3. Graph No. 3 is showing the Education 65
4. Graph No. 4 is showing the Profession 66
Graph No. 5 is showing In terms of malt beverage, which brand

5. 67
name comes first in your mind
6. Graph No. 6 is showing the Which one is the most preferable to you 68
7. Graph No. 7 is showing the Please mention the reason behind that 69
8. Graph No. 8 is showing the Awareness of Wild Brew malt beverage 70
9. Graph No. 9 is showing the The pack design of Wild Brew 71
10. Graph No. 10 is showing the After Drinks Feel: 72
11. Graph No. 11 is showing the The quality of Wild Brew 73
12. Graph No. 12 is showing the The pricing of Wild Brew 74
Event pictures of Wild Brew

ADVERTISEMENT

BIBLIOGRAPHY
o Schiffman Leon G., Kanuk Leslie Lazar; eighth edition, Consumer Behavior.
o By Philip Kotler, Eleventh edition Marketing Management
o Naresh K.Malhotra ,5th Edition, Marketing Research .
o Kothari C. R., second edition, Research Methodology.
o John Daniel D.; Radebaugh Lee H.; ninth Edition; International Business.
o www.bangladeshyellowpages.com
o www.akij.net
o www.google.com

Consumers Questionnaire
Dear Respondents,
As a student of Stamford University Bangladesh, doing B.B.A (Bachelor of Science
in Business Administration) specializing in Marketing it has been given a project on
“A Survey on Consumer Perception & Positioning Strategy Followed By Wild
Brew”
So I would like to request you to kindly spare a few minutes from your busy schedule
to fill up the questionnaire and make research a fruit full one.
Gender:
 Male  Female
Age:
 16-18  19-21  22-24
 25-27  28-30  31 and above
Education:
 Doctorate  Postgraduate  Undergraduate
 H. S. C  S.S.C  Below S. S. C
Profession:
 Student  Service holder  Businessman
 Other (please specify)………………………
In terms of malt beverage, which brand name comes first in your mind?
□ Crown
□ Wild Brew
□ Hunter
□ Heineken
□ Other (please specify)………………………
Which one is the most preferable to you?
□ Crown
□ Wild Brew
□ Hunter

□ Heineken
□ Other (please specify)……………………
Please mention the reason behind that
□ Price
□ Availability
□ Pack Design
□ Taste
□ Advertisement
□ Other (please specify)……………………
Do you know Wild Brew malt beverage?
□ YES
□ NO
Please put the tick mark that you want to give the pack design of Wild Brew?
□ Below average
□ Average
□ Good
□ Very Good
□ Excellent
After Drinks Feel.
□ Bad feel
□ Normal feel
□ Good feel
□ Excellent feel
What do you think about the quality of Wild Brew?
□ Below average
□ Average
□ Good
□ Very Good
□ Excellent
What do you think about the pricing of Wild Brew?

□ Below average
□ Average
□ Good
□ Very Good
□ Excellent
Please rate the followings:
(Strongly agree-7, 6-Agree, 5- Somewhat agree, 4- Neither disagree nor agree, 3-Somewhat
disagree, 2-Disagree, 1-Strongly disagree)
Determinants of Positioning 7 6 5 4 3 2 1
When I think about this product, Wild Brew is the first brand that
comes to mind
I can easily recognize this brand among other competing brands
I am aware of Wild Brew
Some characteristics of Wild Brew come to my mind quickly
I can quickly recall the symbol or logo of Wild Brew
Wild Brew has strong personality
Wild Brew is different from its competing brand
Wild Brew has undoubtedly the best quality in the marketplace
I can always trust on Wild Brew if I want a product of high quality
The quality of Wild Brew is very high
I consider myself to be loyal to Wild Brew
I always buy Wild Brew
If I were asked for a recommendation, I would suggest to buy Wild
Brew
I recommend Wild Brew whenever I can
It makes sense to buy Wild Brew instead of any other brand, even if
they are in the same in quality or price
Even if another brand has the same features as Wild Brew, I would
prefer to buy Wild Brew
If there is another brand as good as Wild Brew, I prefer to buy Wild
Brew
If another brand is not different from Wild Brew in any way, it
seems smarter to purchase Wild Brew

Please provide your valuable Suggestions in terms of Wild Brew malt beverage…
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
Thank you once again for your kind help and co-operation.

Intern Report Updated

Загружено:

Сведения о документе

Исходное описание:

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Intern Report Updated

Загружено:

Авторское право:

Доступные форматы

‘‘CONSUMER PERCEPTION &

In particular reference to AFBL’’

Akij Food & Beverage Ltd.

Mohammad Nazmul Huq

WILD BREW – the beast inside 1

This is to certify that Subbir Ahmed, ID NO. -BBA-02707121, student of

I wish him every success in life.

Mohammad Nazmul Huq

WILD BREW – the beast inside 2

Sub: Submission of the internship report on “Consumer Perception &

I am very much pleased to present my internship report on “Consumer Perception &

It is a great opportunity to me to learn how an Industry analysis can be conducted on

WILD BREW – the beast inside 3

WILD BREW – the beast inside 4

I hereby declared that this report entitled “A Survey on Consumer

Date: August 10, 2006

WILD BREW – the beast inside 5

To conduct this assignment successfully I interviewed Mr.Amit Roy to know what

After that I prepared my questionnaires to make a fruitful research and I conduct my

To successfully conduct my research I also involved in a brainstorming session with

WILD BREW – the beast inside 6

WILD BREW – the beast inside 7

Literature Review 28-32

Rivalry among Established Companies (Literature) 33-34

The Bargaining Power of Buyers(Literature) 35

The Bargaining power of supplier(Literature) 36

The Threat of Substitute Products(Literature) 37

Body of the Report 38

Factors of perception of Consumers and Customers 39

Industry Analysis on the basis of Porter’s five forces model 40-45

Rivalry among Established Companies (company) 46

The Bargaining Power of Buyers(company) 47

The Bargaining Power of Suppliers(company) 48

Threat of Substitute Product(company) 49

Positioning (marketing) 50-55

WILD BREW – the beast inside 8

WILD BREW – the beast inside 9

WILD BREW – the beast inside 10

In carrying out marketing analysis, strategies, planning, implementation and control

WILD BREW – the beast inside 11

1.3 ORIGIN OF THE STUDY:

1.4 OBJECTIVE OF THE STUDY:

(a) Broad Objective:

WILD BREW – the beast inside 12

1) Various consumer perception about wild brew

1.5 NEED AND PURPOSE OF THE STUDY:

WILD BREW – the beast inside 13

WILD BREW – the beast inside 14

Hypothesis is a tentative proposition formulated for imperial testing. It is a declarative

2.2 DESCRIPTION OF RESEARCH DESIGN:

A central part of research activity is to devolve an effective research strategy on

WILD BREW – the beast inside 15

The market survey is an example of research procedure; data collection is the

Questionnaire is an example of research instrument. The choice of research of design

WILD BREW – the beast inside 16

(a) Sources data:

(b) Tools of data collection:

(I) Primary Data: Data originally collected for an investigation are

WILD BREW – the beast inside 17

2.4 METHODOLOGICAL ASSUMPTIONS (HYPOTHESIS):

 It is assumed that the clients (potential students) of Bangladesh are highly

2.5 SCOPE OF THE STUDY:

2.6 LIMITATION OF THE STUDY: