Company Profile

1. Transcom Beverage Limited

On the basis of an exclusive Franchise for Bangladesh from Pepsi co USA, TBL acquired three

modern bottling plants at Dhaka, Chittagong and Bogra from BBIL, Dhaka; EBIL, Chittagong

and NBIL, Bogra; in March 2000. Transcom Beverage Ltd (TBL) is the exclusive PepsiCo

Franchisee for Bangladesh. TBL owns and operates modern plants in Dhaka and Chittagong for

bottling the renowned soft drink brands such as, Pepsi, 7UP, Mirinda, Slice, Mountain Dew,

Pepsi Diet and 7UP Light. The company is emerging with the motto to deliver sustained growth

in Bangladesh and move towards dominant Beverage Company, delighting & nourishing every

Bangladeshi, by best meeting their everyday beverages needs & stakeholders by delivering

performance with purpose, through talented people. 2009 has been an amazing year for TBL,

winning several spectacular awards as PepsiCo's exclusive bottling partner in Bangladesh. For

its' extraordinary and outstanding venture through excellence TBL has been rewarded with

several prestigious national and international recognitions.

Objective of the study:

Marketing Mix Analysis and Competitors Evaluation´

Specific objectives

To find the business portfolio of Transcom Food & Beverage ltd.

To know the marketing strategy of Transcom Food & Beverage ltd.

To find the pricing Transcom Food & Beverage products.

To find the Transcom Food & Beverage ltd.

Communication system.

To find the product of Transcom Food & Beverage in last year 

To find the last year product performance of Transcom Food & Beverage ltd.

Product of Transcom Beverage Limited:

1. Carbonated Soft Drinks

2. Non Carbonated Soft Drinks

3. Drinking Water

4. Energy Drink

5. Soda

2. International Beverage Private Limited

Abdul Monem Limited is the authorized bottler for the Coca-Cola, Fanta and Sprite. AML

started its bottling operation by acquiring the plant of the K. Rahman & Company in 1982. In

1987 the Company made an aggressive move to expand the market by installing a new H&K

bottling line with an installed capacity of 450 Bottles Per Minute (BPM) bottling capacity at

Comilla. With this move, the Company immediately gained the market leadership position from

the Pepsi which was the leader for more than 27 years. Long term planning and aggressive

marketing approach rewarded the Company with the market leadership position for the brands

that remains till to-day. In 1991 the Company was awarded with the President’s Turtle Award by

the President of The Coca-Cola Company for recognition of its contribution for positioning the

brand. This is the most prestigious reward to the Bottlers from The Coca-Cola Company

(TCCC).

 In 1994, the Company established another bottling plant at Chittagong. This state of the art

bottling plant with an installed capacity of 600 BPM is the most modern plant in the Country

equipped with the straight-line-technology from KHS Germany. This plant was established to

expand the market further in order to ensure that the Coca-Cola Company’s quality products

reach the consumer’s door-step even to the remote places to uphold the motto “ALWAYS

COCA-COLA”. Abdul Monem Limited is strived to be a good neighbor, consistently shaping its

business decision to improve the quality of life in the communities in which the company do the

business. It’s a special thing to have billons of friends around the world and the company never

forgets it.

Mission statement:

At K. Rahman & Co. (an enterprise of Abdul Monem Limited) Coca-cola bottling planed,

Comilla, are committed to consistently produce and supply the quality product, to the bet

customer and consumer satisfaction at economical cost to develop and grow along with our

partners as a responsible corporate citizen every time.

Beliefs:

There is much in our world to celebrate, refresh, and strengthen and product the Coca-Cola

Company is a vibrant network of people, in over 200 countries, we strive every day to refresh the

marketplace, enrich the workplace, protect the environment and strengthen our communities. We

are a local employer with responsibility to enable our people to tap into their full potential,

working at their innovative vest and representing the diversity of the world we serve. Abdul

Monem Limited is an investor in local economies and a driver of marketplace innovation, with a

responsibility to act as good steward of our natural environment. And we are a local citizen,

understanding our responsibility to contribute to an improved quality of life in our communities

Learn more about our beliefs and how they guide our actions every day, around the world.

Food Safety Policy:

We are K. Rahman Co. an enterprise of Abdul Momen Limited, Comilla engaged in beverage

manufacturing are committed to adopt Good Manufacturing practices and continually improve

own process and systems throughout the beverage manufacturing chin to ensure food safety.

Inception and Expansion:

AML started its operation back in 1956 as a construction firm and was engaged in major

government construction work. Within a few decades, the organization diversified its operation

in other industries, especially in food and beverage industry. AML started its Ice Cream Plant in

Chittagong in 1964 with a brand name IGLOO followed by the bottling license and

distributorship of Coca Cola in 1982. Today, AML has eight different business lines running

with a yearly turnover of over US$ 85.7 million dollar or BDT 6 billion. The group of business

of AML is consisting of:

Construction Contractors for the road & highways, bridges, buildings & flood

embankment

Bottler and Distributor of Coca Cola, Fanta & Sprite

Manufacturer of IGLOO Ice Cream

Abdul Monem Sugar Refinery Ltd.

AM Pharma Ltd.

Manufacturer of AmoMilk Liquid Pasteurized Milk

Manufacture of IGLOO Ghee

Manufacture of IGLOO Sugar

Trading & Distributing product of Danone Brands

AML InfoTech Ltd.

Logistics support for the Beverage Unit

The Company has strong logistic fleet and manpower to ensure the distribution of its beverage

product to each corner of the market place. Even the unit has its own Cargo Vessels to service

the Southern part of the country where waterways is holding a major part of the land. The

satellite warehouses established at different logistic locations help to facilitate keeping the

sufficient stocks in the remote areas. The bottling plants of AML for bottling Coca Cola are

located in Dhaka, Comilla and Chittagong. However, at present, the operation of Dhaka plant is

suspended and the total bottling operation is constricted to the other two plants. The details of the

Chittagong and Comilla plant are given below:

Chittagong Comilla

Site Area 10 Acres 6 Acres

Year of operation 1997 1987

Line

KHS – Germany

(PLC Controlled-Fully

Automated)

H&K / KHS – Germany

Capacity 600 BPM 450 BPM

6.5 Mill. cases/Yr 4.5 Mill. cases/Yr

Packages 250 ml, 1000 ml 175 ml, 250 ml, 1000 ml

Capability Plastic cases

Fill height detector

Objectives: The Balanced Scorecard Approach

AML strives to set up well defined and obtainable strategic and financial objectives while

keeping in mind the long range and short range goals. To maintain an organizational profile that

is trustworthy to all its stakeholders, AML gives more priority to provide a uniform balance on

all objective fronts.

Financial Objective:

Abdul Monem Limited aims at generating appropriate financial results through sustainable

growth and constant renewal of balanced business structure.

Strategic Objective

Abdul Monem Limited is open and trustworthy to all its business partners and consumers.

Through devoted business activities, it wish to make worthwhile contribution to the progress of

the country.

Short Term Goals:

AML aims to be one of the top market leaders, if not the supreme, while maintaining its profit

and goodwill assuring maximum benefit to its clients and employees. To achieve the company’s

short term goals, the senior executives exhibit behavior based on the principles of leadership and

teamwork in general and situational leadership model in particular. They are result oriented,

accountable, open and humane.

Long Term Goals:

Guided by the vision, AML believes in ensuring long term existence by being profitable,

successful and sustainable. This is achieved by the company’s commitments in providing value-

adding products and services demonstrate the company’s commitment to use resources

optimally.

Strategically Analysis

Competitive Strategy

AML and its beverage products, i.e. Coca Cola, Sprite, Fanta Orange and Fanta Lemon are well

known for providing best value to its clients for the cost they pay for it. AML only have four

products in its beverage line, so clearly they are not going for Broad Differentiation. Though the

competition in the industry is tense than ever, still the price set by AML is in the top region, so

they are not eyeing to be the Low Cost Provider either. They produce no products for any niche

group or for any special price facilitated groups. Thus, strategically AML can be classified as he

Best Cost Provider.

Complementary Strategy

Strategic Alliances or Collaborative Partnership

From the very beginning of its beverage operation, AML has been the market leader by a great

distance. They never felt any necessity to make collaboration with any rivals. However, since

AML is authorized for distributing its products only in half of the regions of the country, they

made a strategic alliance with the enterprise, Tabani Beverage that distributes on the other half of

the country. According to this alliance, AML will provide and supply Tabani Beverage with all

the products they need and Tabani Beverage is only authorized to distribute those to its own

territory. Due to this alliance, though AML lost the authority for the distributorship all over the

country, they made sure to utilize their total capacity of production by producing beverage

products for the whole nation.

Merger and Acquisition

Though no record for merger was found in the history of AML, the entrance of AML in beverage

industry was the result of a huge acquisition of cotemporary scenario. Till 1982, the authorized

bottler of Coca Cola for Bangladesh was entitled to K. Rahman & Company. AML took over its

bottling operation by acquiring the plant of the K. Rahman & Company in Chittagong in 1982. It

has set up two more bottling plants, one in Dhaka and other in Camilla, till then.

Value Chain and Vertical Integration

As a group of company, AML enjoys the privilege of vertical integration through both forward

and backward linkage operations. It has its own plants for producing raw materials and own

diverse and well equipped distribution channel for distributing the finished product. The Value

Chain starts from acquiring the main ingredient of the beverage, called the FORMULA. The

FORMULA is a chemical compound that works as the heart of the beverage and due to business

secret, no one except for the original Coca Cola Company can produce it. After receiving the

concentrated FORMULA, it is diluted and processed by adding other components like drinking

water, sugar, Carbon Dioxide and so on. The sugar used in this process demand high quality, so

AML established its own sugar plant, IGLOO Sugar to get a regular supply of high quality sugar.

The finished beverage is then bottled and sent to the major regional distributors who make it

available in the shops for the customers through local dealers.

3. Akij Food & Beverage Limited

Akij Group:

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 bidis. 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, textiles, hand board, 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 us for joint ventures. The matter is under our

active consideration and will hopefully soon mature. This will also help the nation's economy

growth and will create job opportunities to various professionals. Akij Group is also involved in

socio-cultural activities. The Group has been operating a sizeable orphanage free of charge in

district town. The Group has also acquired a modern mother & children hospital previously

owned by Save the Children (UK). The hospital is being operated as a non-profitable concern by

Ad-Din Welfare Trust.

Akij Food & Beverage Ltd.

Akij Food & Beverage Ltd. has been established at a beautiful site Krishnapura, Dhamrai of

Dhaka. It has come with the best food & beverage in Bangladesh. There are various types of

drink. Mojo is the brand name of cola, Lemu is the brand name of Lemon and Speed is the brand

name of energy drink. Immediately after the introduction of the brand it became very popular

among its consumer because of the high quality and intensive distribution in every nook and

corner of the country. Checky Monkey is the brand name of banana chips produced from this

factory. It also is becoming popular chips in Bangladesh. Most of our Raw materials come from

various foreign countries. The quality is very strictly controlled. At every stage, non standard

products are rejected.

Mission & Vision:

To earn a respected position in food & beverage sector.

Discovering and understanding the desires & needs of the community, whiles working in

harmony with our consumers, employees and business partners.

Products:

Mojo

Lemu

Clemon

Speed

Wild brew

Farm-fresh

Frutika

Snaks

Spa

4. Globe Soft Drinks

Globe Pharmaceutical Group of Companies Limited is a leading conglomerate engaged in

Pharmaceutical Business for the last 27 years. As a part of the diversification strategy the group

has actively entered the FMCG business with Globe Biscuit and Dairy Milk Ltd. in 1998. In

2002, to cater to the huge demand The Group ventured into beverage market with Globe Soft

Drink Ltd. In 17th July 2002 GSDL has started its operation to produce carbonated and non-

carbonated drinks, natural fruit drinks and mineral water. The plant is equipped with State-of-

The- Art, fully automated machineries of European origin.

At the beginning the production capacity of GSDL was 10,000 liters of Soft Drinks per hour, to

meet the increasing consumer demand the capacity was increased to 25,000 liters per hour by the

end of 2003. Despite the increased production capacity GSDL alone could not fill the demand-

supply gap, it was necessary for the group to set up another plant to meet ever increasing

demand. In 2005 AST Beverage Ltd. comes into being with additional 50,000 liters per hour

production capacity. The present capacity of AST beverage Ltd. is 80,000 Liters per hour along

with GSDL’s 50,000 Liters. Through continuous innovation in taste and flavor, the company got

instantaneous success in all of its brands introduced in the market. Now, Royal Tiger, is one of

the leading brands in Carbonated Beverage Category and all other brands like Uro Cola, Uro

Orange, Uro Lemon, Fizz Up, Lychena, Konia, Black Horse, Mangolee and Mineral Water Alma

holds strong positions in soft drinks, natural fruit Drinks and mineral water market.

Vision, Mission

Vision

To be the leader and most innovative company in the business areas we operate, for

manufacturing & distribution of high standard, life enriching products globally.

Mission

Our mission is to nourish millions of lives as the largest and most admired group of companies

through keeping our products consumer centric, constantly upgrading our knowledge and

expertise and always maintaining the best quality.

Values

Values form the core characteristics of a human being. As an organism the things we do at Globe

reflects our strong core values and we practice these values in every possible way.

I. We always keep our ethical standards high in every aspect of our operations.

We at Globe are committed to the culture of integrity by confirming that all the

employees know what it means to behave ethically and to act in accordance with our

policies and code of conduct.

II. Innovation is instrumental for the reputation Globe enjoys today.

We always look for the need gap of our consumer base and fulfill those gaps by

accumulating the best technical knowhow and the latest state-of-the-art machineries &

systems to deliver the best possible value. Our approach to innovation is as open as an

open sky. We make every opportunity counted to interact with the best solution providers

located anywhere on the world, to minimize the technical gaps we face. Our openness to

innovation puts us in a position to produce products that adds to the vitality of our

consumers. The products are widely accepted and are sources of ultimate satisfaction for

our ever loyal consumer base.

III. We are known by our great brands.

Our relentless thrive for building strong, meaningful and consumer centric brands, with

the pre-requisite attributes put together, helps fulfilling consumer needs and gives an

extra dimension to their satisfaction level. Our brand keeps their vitality high, refreshes

them up and makes their life happier, enriched and nourished. Here we are reconfirming

the fact that-

‘Royal Tiger’ is the No.1 Brand in the Energy Drink Category.

‘Mangolee’ enjoys one of the topmost positions in the Mango Flavored Drink Category.

‘KONIA’ is the first ever Nutritious Isotonic Drink, which is the only drink in the

isotonic drink category in Bangladesh.

IV. Our people are our power.

We at Globe respect our people, empower them and they do wonders for all of us. We

invest in our people; make sure they give their best to attain the organizational goal at

every aspect. We ensure that the work environment is best suited for a maximum output.

Organizational culture is employee friendly, team-oriented and focused on making a real

difference. The rewards, benefits, training and a work-life balance are ensured at Globe.

At Globe we live these values every single day.

Production Capacity:

At the beginning the production capacity of Globe Soft Drinks Limited was 10,000 liters of Soft

Drinks per hour, to meet the increasing consumer demand the capacity was increased to 25,000

liters per hour by the end of 2003. Despite the increased production capacity GSDL alone could

not fill the demand- supply gap, it was necessary for the group to set up another plant to meet the

ever increasing demand. In 2005 AST Beverage Ltd. comes into being with additional 50,000

liters per hour production capacity. The present capacity of AST beverage Ltd. is 80,000 Liters

per hour along with GSDL’s 50,000 Liters. As the company is of Pharmaceuticals background

we are committed to quality productivity and innovation in manufacturing and smooth

distribution channel with standard retailing system. All the products are manufactured and

packaged in stringent hygienic environment to ensure best quality as the packaging is done by

the latest PLC based sophisticated machineries. In order to produce an appealing and refreshing

beverage, the ingredient water must not contribute substances which can affect the taste or

appearance of the drinks. It is essential therefore to use the water of best quality. Globe Soft

Drinks Ltd. And AST Beverage Ltd. use sophisticated and automated production line from

European origin and designed to meet the international standard guidelines of HACCP for ISO,

Intertek for Halal and also other applicable guidelines to ensure the quality of our products and

process.

Brands:

5. Pran Food & Beverage Limited

Who We Are

‘PRAN’ has started its operation in 1981 as a processors fruit and vegetable in Bangladesh.

Over the years, the company has not only grown in stature but also contributed significantly to

the overall socio-economic development of the country. “PRAN” is currently one of the most

admired food & beverages brands among the millions of people of Bangladesh and other 106

countries of the world where PRAN Products are regularly being exported. All the PRAN

products are produced as per international standards maintaining highest level of quality at every

stages of its production process. PRAN is currently producing more than 200 food products

under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages,

Snacks, Culinary, Confectionery, Biscuits & Dairy. The company has adopted ISO 9001 as a

guiding principle of its management system. The company is complaint to HACCP & certified

with HALAL which ensures that only the best quality products are reaches to the consumers

table across the Globe.

Our Corporate Values:

1. Consumer Care:

We view our consumers as our king and we are their laypeople. Our consumers have given us

such success for so long years. So, we care about our consumers. Consumer care is the process

by which we endorse consumers’ satisfaction and moreover, loyalty. Primarily, it grips managing

communication with consumer particularly consumers’ questions and complaints and resolving

disputes amicably. Eventually the goal of our consumer care program is to build long-term

relationship. To meet this goal, we will go to great lengths to build a strong reputation for

lavishing our consumers with special services, discounts, gifts and other benefits. It’s our great

honor to communicate with our consumers. So, we humbly request our consumers to feel free to

communicate with us regarding following issues:

Complaint for our products

Price information

Benefits of products

Comments for products

Any other issues

Objectives that we seek through our consumer care are:

To create a culture of customer focus

To receive complaints from our consumers on product related matters

To achieve customer satisfaction

To create rapport and loyalty

We provide the easiest way of communication as we care valuable time of our consumers.

Consumers can communicate with us through:

Cell Phone: +88-01973-737777 (During 8 A.M. to 8 P.M.)

Through our web mail

2. Supplier Care:

Our native farmer is our supplier. We collect major portions of our raw materials from them. We

give values to their activities. Most of our farmers were deprived of proper price for their

produces. We have been helping them to overcome this situation by practicing contract farming.

Now we are the pioneer and the largest contract manufacturer in Bangladesh. We care our

suppliers in the following ways:

By providing them good seeds, fertilizers, insecticides etc.

By providing financial supports.

By providing proper information about what to produce more and what to produce less.

By collecting their produces in right time and storing them.

By collecting raw materials directly/right from them and saving them from middle men.

By creating a huge demand of our farmers’ products both in nationally and globally.

By ensuring proper price for their produces.

3. Employee Care:

Our employees are our best resource. We give values to our employees’ creativity and

innovation. Our culture begins with our four values that drive everything we do: Integrity,

Continuous Innovation, Involvement and Self-respect. We help our employees’ growth. We give

them proper training and development. We encourage employees to ask questions and make

suggestions that they think better. We are the one amongst the few in Bangladesh who has a

culture of profit sharing management. Our employees are dedicated to the success of our

business. We treat our employees as a core resource and family member.

4. Trade Care:

Our trade partners are our great support. Through them, we reach to our ultimate consumers.

They provide support to our entire our promotional activities and merchandising program. We

care for our trade partner. Now, we have a customer care wing to listen to them. We care about

their needs in the following ways:

By giving product in right price, right quality, at right time and trade benefit.

By giving them special service like upcoming demand trends.

By giving they sample products.

By giving them promotional sales competition.

By giving product replacement opportunity for any damaged or expired product.

We have recently started PCC (PRAN Customer Care) where our trade partners can talk

directly by making phone call to a unique number: +88-01973-737777.

Carbonated Beverage Product:

PRAN Up

PRAN Up

250ml

PRAN Up

500ml

PRAN Up

1000ml

PRAN Up

2000ml

PRAN Maxx Cola

Maxx Cola

250ml

Maxx Cola

500ml

Maxx Cola

2 Liter

Zero Maxx Cola

1 Liter

PRAN Lemon

PRAN Lemon

250ml

PRAN Lemon

500ml

PRAN Lemon

1000ml

Tango

Tango

250ml

Tango

500ml

Tango

1000ml

Firefly

Firefly

250ml

Firefly

500ml

Firefly

1000ml

PRAN Cheer up

Cheer up

250ml

Cheer up

1 Liter

250ml