INDEPENDENT UNIVERSITY,

BANGLADESH
Course : MKT201
Section : 04
Date : 27/03/2020
Team Name : Team Dynamite’s
Submitted to : Sheikh Mohammad Fauzul Azim

Group Member’s Name :

NAME ID
Tawsif Nafiul Hafiz ( Team Captain ) 1920183

Shad Ibna Sayed 1920491

Syeda Tanjumara Afrida 1920374

Mir Mohammed Nauman 1920681

Nusrat Jahan Majumder 1920576

TABLE OF CONTENTS

Acknowledgement .................................................................................................................... 1
Executive Summary ................................................................................................................... 2
Letter of Transmittal .................................................................................................................. 3
Introduction ................................................................................................................................ 4
Assessment Of 4Ps ..................................................................................................................... 5
Target Marketing ....................................................................................................................... 7
Competitive Review................................................................................................................... 8
New Product -

• Introduction .................................................................................................................. 9
• Market Segmentation .................................................................................................. 9
• Target Marketing ....................................................................................................... 11
• Assessment Of 4ps ...................................................................................................... 12
Reference ................................................................................................................................. 15
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ACKNOWLEDGEMENT

In performing our report, we had to take the help and guideline of our respected faculty, who
deserve our greatest gratitude. The completion of this assignment gives us much pleasure. We
would like to show our gratitude to Mr. Sheikh Mohammad Fauzul Azim, Lecturer,
Department of Marketing, Independent University Bangladesh, for giving us a solid
guideline for the assignment throughout numerous consultations. We would also like to expand
our deepest gratitude to all those who have directly and indirectly guided us in writing this
assignment.

Many people, especially our team members themselves, have made valuable comments and
suggestions on this proposal which gave us an inspiration to improve our report by a large
margin. We thank all the people for their help directly and indirectly to complete our report.

Thank You.

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EXECUTIVE SUMMARY

Royal Tiger Energy Drink is one of the highest selling energy drinks in Bangladesh. Royal
Tiger Energy Drink Company aims to provide the best working environment and good
quality products for their customers. It is the highest selling energy drink company in
Bangladesh. The major strength of Royal Tiger Energy Drink in Bangladesh is - experienced,
large economy, grater sources of finance, great control over sources of raw material
confirming to standard economics of scale, creating potential market in the new world. In this
company we are focusing on flavored energy drinks. We are launching Royal Tiger Orange
& Lemon-flavored energy drink. In today’s world, lot of people need energy drink in their
daily life. We all know energy drink processing industry has a contribution to economic
process in Bangladesh. In today’s world export food is ultimate and important way for
improving our Bangladesh economy. We have tried to make how the company making plan
works, how this organization maintain its position in the global market by conducting both
primary and secondary research. After a brief introduction about the organization we have
included current market situations, assessment of 4ps, target market, new product target
market, competitive review, new product segmentation, existing product segmentation. We
have also included the product introduction and description, market segmentation, analysis,
positioning strategy of product and marketing mix of product. In this report we focus on
launching a new flavored energy drink in Bangladesh.

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LETTER OF TRANSMITTAL

March 27, 2020

Mr. Sheikh Mohammad Fauzul Azim

Lecturer

Department of Marketing

Independent University Bangladesh

Subject: - Submission on Royal Tiger Energy Drink Marketing Plan

Dear Sir,

Greetings!

With due respect we “Team Dynamites” like to present our report on Royal Tiger Energy
Drink marketing plan according to your instructions.

In this marketing plan, we have explained our each and every topic very briefly and clearly.
We tried our level best to give all the necessary and relevant information regarding this. We
believe that, our report will help you to understand about our marketing plan.

Here we have given a clear description and necessary references regarding our product Royal
Tiger Energy Drink. We have prepared this report very sincerely. We will be very happy to
answer any of your question and clarify it fully for your understandings.

Thank you very much for your co-operation and helping us significantly in preparing this
report.

Sincerely Yours,

Tawsif Nafiul Hafiz

Shad Ibna Sayed

Syeda Tanjumara Afrida

Mir Mohammed Nauman

Nusrat Jahan Majumder

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INTRODUCTION

Globe Pharmaceuticals Group of Companies (GPGCL) was first introduced as a

pharmaceutical company in the early 1986. They started their journey for well-being of
people, quality and consumer centric innovation. After achieving success with their products
such as - oral solid, oral liquid, parenteral injection and infusion, soft capsule, topical cream,
ointment and ophthalmic eye drops in the pharma world, Globe Pharmaceuticals Group Of
Companies extended their business portfolio in other industries. One of the leading corporate
houses in the country. Presently the group has following business units:

1. Globe Pharmaceutical Ltd.

2. Globe Soft Drinks & AST Beverage Ltd.
3. Globe Biscuits & Dairy Milk Ltd.
4. Globe Drugs Ltd.
5. Globe Fisheries Ltd.
6. Globe Edible Oil Ltd.
7. Globe Agrovet Ltd.
8. Globe Fish Processing Ltd.
9. Globe Bio-tech

Globe Soft Drinks Limited stepped in the beverage market in

2002, located at Begomgonj, Noakhali, Bangladesh. Uro was
their first product which was introduced in the market of soft drinks by offering three
different types of flavor – Cola, Lemon & Orange, which won the customers heart. After this,
they brought up with many types of new innovations – Fizz Up, Alma mineral water, Royal
Tiger, Black Horse, Mangolee etc in the beverage industry. Globe started the export in 2007.
With the top leading position in Bangladesh market with their - Royal Tiger Energy Drink,
Uro Cola, Uro Lemon, Uro Orange, Fizz Up also have gaining a great market in Asian
Subcontinents, Middle East, and African regions of the world.

Globe Pharmaceuticals Group of Companies (GPGCL) always try to maintain a standard

scale quality for all of their products which ensures highest standard and highest customer
satisfaction.
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The company is ISO 9001

certified. It follows the standards
of WHO ( World Health
Organization ) and GMP ( Good
Manufacturing Practice ) which
ensures guarantee in every phase

of sourcing & procurement of best products.

ASSESSMENT OF 4PS

❖ PRODUCT

After the establishment of Globe Pharmaceuticals Group of Companies, the company started
to achieving success in every sector they entered and they’ve also got a good reputation in the
global market. Global has got many types of products, such as - candy, biscuits, chocolates,
chips, mineral water, dairy products, soft drinks, energy drinks, Juice etc.

Among the energy drinks they’ve Royal Tiger Energy Drink & Black Horse. Royal Tiger
Energy Drink is quite famous among the youth in Bangladesh as a result they’ve established
themselves in a strong position in the market comparing to other company’s energy drinks.

❖ PRICE

A reasonable price helps a business to generate a good profit.

Globe Soft Drinks Limited sets the price of it’s products at an
affordable rate so that, they can fulfill their target customers
needs. There are two types of energy drinks - Royal Tiger
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Energy Drink & Black Horse of Globe Soft Drinks Limited in the market. Royal Tiger
Energy Drink & Black Horse are 250 ml. at 25 Taka & can bottle at 35 Taka which are very
affordable according to other products in the market. Both of them can be available at can or
pet bottle.

❖ PLACE

These Energy drinks are export quality product. Both Royal Tiger & Black Horse can be found
in rural and urban areas. They’re also available at superstores like – Shwapno, Agora, Meena
Bazaar and any types of chain and retail stores. They’re also available in online market such
as – Daraz, Chaldal etc, so people can get their product easily from their home.

❖ PROMOTION

Their promotion strategy are – TV advertisement with attractive tagline such as – “ Recharge
Yourself ”. They also use different types of scene or video clips in their adds to attract their
customers. All the qualities of both Royal Tiger & Black Horse are mentioned in the adds.
They also do social media advertisement very frequently in their pages and also in the official
website of Globe Soft Drinks. They also sponsor in various events like Pahela Baisakh and
others to expand their product responsiveness. They also use celebrities like – Shakib Al
Hasan ( Player Of Bangladesh Cricket Team ), Ayub Bacchu ( Popular Singer ) as their brand
promoter for their product promotion.

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TARGET MARKETING

❖ AGE

Energy drinks mainly works as a refresher and energy booster, which is targeted for the youth
aged 16-25 and the mid aged people of 30-35 years of age. By targeting youth and mid aged
adults Globe Soft Drinks Limited produce these refreshing energy drinks in the market which
is very popular among them.

❖ OCCUPATION

Now a days, teenagers and youth need a lot of energy to keep themselves active in the whole
day so that, they can concentrate on their daily activities properly. Black Horse, Royal Tiger
are especially targeted for students and athletes.

❖ GENDER

Both male and female can consume it.

❖ OCCASION

In summer, the weather remains very hot. If a person feels thirsty or tired, he/she can
consume the energy drinks to keep themselves refreshed and boosted up. As it is available in
a very affordable and reasonable price so people can buy it very easily.

❖ INCOME

Royal Tiger Energy Drink generally target young people of Bangladesh. The people who
cannot effort imported or expensive energy drinks, Royal Tiger is the great substitute for it.
So that, people can easily purchase it.

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COMPETITIVE REVIEW

Royal Tiger Energy Drink is now number one brand in Bangladesh. It is the highest selling
energy drink in Bangladesh. It’s gradually came to face competition with other brands.
Brands like – Speed, Shark, Pran
Power etc. All of the brands being Sales
potential and able to compete with 1%
Royal Tiger Energy Drink. Royal
4%
Tiger has had to Keep check on the 25%
prices of their energy drinks.
Therefore, the price difference 70%

among the brands is quite negligible.

However, in terms of quality and
avaibility Royal Tiger is one step Royal Tiger Speed Shark Pran Power

ahead of its competitors. Therefore, holds a much large market share in Bangladesh, mostly
in Dhaka.

Overall finding that in energy drink market, Royal Tiger is the market leader with market
share of 70% followed by brand Speed - 25%, Shark – 4% and Pran Power – 1% and others
including many energy drinks brands.

An in-depth interview with some dealer and retailer has shed light on some key information.
Commission is the most attractive incentive for publishing a particular brand. For some
retailer credit term play a role but mostly retailer can enjoy better credit term if they maintain
good relationship with dealers of other companies, so retailers mostly focus on brands that
give them most revenue. At present, there is no incentive market leader since consumer
buying pattern vary depending avaibility of product. Mostly consumers tend to choose Royal
Tiger or Speed of their avaibility the main reason why Royal Tiger was able to capture the
market is due to their product quality and their experienced management production, heavy
promotional activity like Royal Tiger has a strong distribution channel.

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INTRODUCING ROYAL TIGER LEMON & ORANGE

In Bangladesh, there are a lot of people who need energy drink for their daily life. Sometimes
people drink energy drink when they need energy in their working time or sometimes, they
got exhausted in their hard times. Royal Tiger introducing two flavors of their energy drinks.
lemon flavor & orange flavor, so that people can taste orange and lemon freshness in their
regular boring drink. People find orange and lemon soda but they cannot find any energy in
their soda, so that Royal Tiger is giving them their taste wise flavor in their energy drink

MARKET SEGMENTATION FOR ROYAL TIGER ORANGE AND LEMON

Segmenting the market helps the marketers narrow down their ideal customers from the rest.
On that note, we will segment the market into 4 parts –

❖ DEMOGRAPHIC SEGMENTATION

When it comes to demographic segmentation, we will divide the market according to age,
gender, income, occupation, nationality etc. For B2C customers, we will target the students

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with aged within 18-25 especially those people who live in urban area and most of them have
no income and some of them have 5000-10000 taka per month.

❖ BEHAVIORIAL SEGMENTATION

In behavioral segmentation we will divide them as per demand. During the summer season
temperature is more than 40-43-degree celsius. Extreme heat and sweat makes the body tired.
So that, people start losing their energy. By drinking the energy drink it helps them to gain
some energy.

Secondly, we will keep reminding the customers about the benefit of the product though our
marketing channels. Thirdly, we will divide the market as per usage rate. We will focus how
customers are using our product and how often they buy it, what feature they are buying it for
etc.

❖ PSYCHOGRAPHIC SEGMENTATION

When it comes to psychographic segmentation we will focus on both male and female
customers especially the youth. Especially those people, who work regularly, walking
regularly, athletes, workout people etc to target this customer base. For B2C we will target
the people who works in a open place in summer, who is a gym trainer, who works heavily
etc. On B2C level we will target catering service and restaurant owners to use our energy
drinks to make different kind of mocktails and flavorful drinks.

❖ GEOGRAPHIC SEGMENTATION

For geographic segmentation we will narrow down our customer based on different areas of
Dhaka, Rajshahi, Cumilla, Barisal, Sylhet, Chittagong etc in all over our country. We will
focus on areas where colleges, universities, offices, playgrounds are situated. As B2B
customers we will target college canteens, office canteens, give service to playgrounds and
community centers in the city.

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TARGET MARKETING

❖ AGE

Royal Tiger Orange & Lemon Targeted for the youth aged 16-25 and the mid aged people
of 30-35 years of age. It’s for those people who want a different taste in their preferred
brands.

❖ OCCUPATION

Now a days, teenagers and youth need a lot of energy to keep themselves active in the whole
day so that, they can concentrate on their daily activities properly Royal Tiger Orange &
Lemon are especially targeted for students and athletes.

❖ GENDER

Both male and female can consume it.

❖ INCOME

Royal Tiger Energy Drink generally target young people of Bangladesh. The new Royal
Tiger Orange & Lemon are also targeted for people of mid to high level of income, people
who cannot effort imported or expensive flavored energy drinks, Royal Tiger Orange &
Lemon is the great substitute for it. So that, people can easily purchase it.

❖ AREA

We will distribute our product in all over Bangladesh, We will distribute our product in
different areas of Dhaka, Rajshahi, Cumilla, Barisal, Sylhet, Chittagong etc where people
who want to consume it can get our product easily from local stores, super shops and chain
shops very easily.

❖ RELIGION

Our product Royal Tiger Orange & Lemon is 100% halal and the ingredients we used in
this product is hygienic and has no side effects. So, people of all religions can consume it.

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ASSESSMENT OF 4PS

❖ PRODUCT

When it comes to a product, we are specifically targeting a segment which has long been
untapped. Now a days, Bengali people drinking energy drinks almost every single days in
their life. There are so many kinds of energy drink in our country. There are so many
imported energy drinks like – Redbull, Gatorade, Powerbank, Powerdue etc. But those are
wuite expensive, all kind of level people unable to buy it. So, Royal Tiger Energy Drink is
giving two flavors of energy drink in a very affordable price. There are lot of local energy
drinks in our country, which is very cheap and it is proceed in unhygienic ways and does not
contain any information about the product. To eliminate all these problems, form a
customer’s point of view we are introducing all new Royal Tiger Orange & Lemon-
flavored energy drink.

The product will feature a distinctive taste packaged in a very standard bottle. The reason
why we are picking good quality plastic bottles to keep the product safe and hygienic from
the external sources for a long period of time. We are bringing bottles of -

1. 100 ml – For single people

2. 500 ml – For family or 2-3 people sharing
3. 1 liter – For events and parties

❖ PRICE

The price of Royal Tiger Orange & Lemon-flavored energy drink will be affordable for mid
to higher level customers. We are following the penetration pricing strategies, to keep prices
low of our product to shut out potential competition and making our product affordable for
customers. The prices of each unit would be as follows –

1. 100 ml – 10 Taka
2. 500 ml – 40 Taka
3. 1 liter – 85 Taka

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In order to capture the market, we will offer 10% discounts for the distributors in the first two
months of the product launch. We will also offer 30 days of credit policy for them so that
more retailers and distributors get on board with us.

❖ PRMOTION

In order to communicate the product with the customers we will create a funnel for their
awareness, consideration and conversion and tailor adverts as it takes to the next stage. We
will use a tagline for our new product – “GET THE ENERGY, STAY REFRESHED” On
the note, we will use different channel to communicate our marketing messages.

• Advertising –

We will use mass media such as – tv, radio, billboard, social media ( Facebook, Twitter ),
digital sign board to communicate our marketing messages. We will also use our printed
posters, leaflets of our new product by distributing them among people. We will also provide
a message through advertising of our product. That is – Refreshing and energetic energy
drink in a new flavor for those who want variation in our energy drinks and want to try
flavored energy drink at an affordable price rather than those imported expensive ones.

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• Sales Promotion–

To convert the potential customers, we will offer 20% discounts in the first two months of
product launch. Additionally, we will also offer buy 1 get 1 free for 2 months for people to
try our product.

• Public Relation –

In order to create a strong brand image, we will take part in different fund-raising social
concerns and donations which will be spend for our brand image. We will also sponsor
gaming events, concerts etc.

❖ PLACE

Royal Tiger Energy Drink wants the product to be easily accessible by consumers. We are
using indirect distribution strategy. It can be done by maintaining our current relationships
with supermarkets, daily shops, retailers, Agora, Shwapno etc. In this way customers have an
easy access to get our product.

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REFERENCES

Text book: Principles of Marketing; 13th edition, A south Asian perspective, Philip Kotler,
Gary Armstrong, Prafulla Y. Agnihotri, Ehsan Ul Haque

http://www.globe.com.bd/softdrinks/

https://www.globe.com.bd/

https://www.assignmentpoint.com/business/marketing-business/report-on-market-potential-
of-energy-drinks-in-bangladesh.html

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