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Presentation of marketing strategy of

speed energy drinkCourse: Marketing 101sec:03

Instructor: Md. Anamul Hoque Rubai

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prepared by :Name:Tanveer Hossain khanID:2010-1-10-039

Name:Farhan uddin AhmedID:200-2-13-063

Name: Mostafijur Rahman SuzanID:2009-2-10-171

Name: Asif Kaisar Anto

ID:2007-3-10-036

Name: Kainath Noorani Choudhury

ID:2010-2-10-128

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Objective of the study

Primary objective

Secondary objective

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Methodology of the study

Research method

1)primary sources

2)secondary sources

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Introduction

Speed started its journey on April 2006.

Now it is second position by brandawareness and brand volume sales.

Speed energy drinks using resin,

concentrate, wild, Vilene, citric acid. Caffeine,

and other materials.

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Company Background

Akji group started journey 1940.

Afbl started on 2004. Afbl product mojo,lemu,clemon,spa,speed

and etc.

Total turn over 90.76 crore.

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Segmentation

According to the following factors the

segmentations of SPEED energy drink hasbeen done

Age

Gender

Occupation

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Continued

Income

Location Lifestyle

Social Class

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Target Market

Age: 15-45

Gender:Mostly Male Family Life :Married, Unmarried,

Occupation : Student, Service Holder,

Sportsman, businessman, Varioustransportation Driver.

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Product Brand

Brand Name: SPEED ENERGY DRINK

LOGO :

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Product Brand

Product : SPEED

SPEED started its journey on April 2006 Now it is 2nd inposition.

Manufacturing:

Packaging :

Pay off line:

Positioning:

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Ingredients:

Carbonated Water

Refined sugar Citric acid

Sodium citrate

Sodium benzoate Caffeine

Food grade color (E102.E110)

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Nutrition facts per 100ml:

Energy 73 Kcal

Protein 0 gm

Fat 0 gm

Sodium 20 mg

Taurine 43 mg

Caffeine 20 mg

Inositol 6.6 mg

Carbohydrate 18.46gm

Vitamin E 2.93mg

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Differentiation

As a marketer Akij foods & Beverage LTD consistently trying tounderstand customers needs better than their other

competitors and trying to deliver more value in order to capturemore and more market share.

AFBL differentiate SPEED energy drink from other carbonatedbeverage by maintain standard quality, good taste, smartpackaging etc.

AFBL use foreign advanced technology, machineries andmaterials for producing SPEED energy drink.

AFBL use Krones (Germany), Haskey (Italy), Sipa (Italy) etcforeign machineries.

They import their materials from China, Vietnam, Korea,Thailand, Malaysia, Switzerland, and Belgium.

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Product level:

1. Core Product:

Core benefit refers What the buyer is reallybuying.

When designing the product SPEED energydrink, the marketing department of Akij foods

& Beverage Limited first defined the corebenefit which is Refreshment energy.

SPEED is like refreshment to the people.

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Continued

2. Actual product:

The product planer turned the core benefit into anactual product.

AFBL named their carbonated beverage Speed with

Energetic and Recharging positioning.

SPEE

D energy drink is marketed with 2 packages;250ml can and 250ml pet bottle with attractive

labeling.

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Continued

3. Augmented product:

Finally, product planner builds an augmentedproduct around the core benefit and actual

product.

SPEEDs attractive packaging are their main

strength.

Consumers prefer SPEED for the different

taste and its nice looks.

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Marketing mix

Product

Price Promotion

Place

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Recommendation

Focus on promotional activities

Choose brand ambassador Increase production

Concentrated on rural area

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Any question

Thank you