Marketing and Branding Practices of Akij Food Limited – A Study on Speed Carbonated Soft Drinks

Abstract

The main objective of this study is to find out the overall marketing and branding practices of an organization as well as the Carbonated Soft Drinks of Bangladesh. Food and beverage sector play a vital role in the economy of Bangladesh. Akij Food and Beverage Ltd. also a renowned food and beverage producers and market leader in the local market, it covers the lion’s part in this profitable sector. SPEED is a beverage which is familiar as Carbonated Soft Drinks. It’s a flagship brand of Akij Food and Beverage Ltd. Last year SPEED got the Best Brand Award in the beverages industry of Bangladesh. By this internship report, I tried to show the SWOT (Strength, Weakness, Opportunity, Threats) for the brand SPEED. Also, this report described one of the most important parts of a marketing plan, Four P’s or marketing mix of Speed. This report also covered the branding strategies like various promotional activities like ATL, BTL, TTL or digital marketing. After analyzing the overall marketing and branding strategies of Speed and from my observation, I tried to provide some valuable recommendations in the last part of this report. This research is helpful for marketers to decide what consumers’ wants, customers’ preference level, buying behavior as well as understand about the brand favor-ability and familiarity.