Market Display Status of CSD

Findings of market research study on Market Display Status of CSD

Back ground:

Akij food and beverage ltd, Is a fast moving consumer goods producing company which is marketing a cola, clear lemon and cloudy lemon carbonated beverage named MOJO, LEMU, CLEMON and energy drink SPEED with the right combination of quality product, good branding, commendable brand awareness at launch phase, required level of attention on brand availability, besides this several beverage companies producing cola, clear lemon, cloudy lemon and Energy drink brands are also available in the market. Now the company is interested to know the market Display Status of MOJO, LEMU, CLEMON and SPEED brands.

General objective:

General objective of the study is to find out the market display status of Mojo, Lemo, Clemon and Speed.

Scope of work:

                              Firstly brand presence of Mojo, Lemu, Clemon and Speed category in the outlet can be find out the scenario of market display status.

To get a nationally representative scenario regarding market display status and related issues of CSD (mentioned below) a market research survey was conducted.

1.      To find out market display status of Mojo Cola, Lemo, Clemon and Energy drink Speed in terms of Display in the Rack.

Extent: Elephant Road, Nilkhet, New Market.

Period: 10^th April 08.

Total Outlet: 27 Outlets.

Sampling Frame: Geographical

Outlets of all sizes: large, medium and small from each of the study site.

Data collection procedure:

A structured questionnaire was developed and used for collecting information’s about

i) Availability of Cola, Clear lemon, Cloudy lemon and Speed energy drink brands.

ii) Above Brands are displayed in Rake of each Outlet.

All these data were collected through observations, counting and discussion with retailers.

Limitations:

Retailers were very much cautious towards giving time for providing information’s regarding quantity presence of available brands which was the main barrier for collecting accurate data. More over it prolonged the period of survey.

Help note:      

v  Good= product is available and has good displayed in shop rake.

v  Average = Product is available and has medium displayed in shop rake

v  Poor = Product is available and has few displayed in shop rake.

v  No displayed = Product is available but no displayed in shop rake.

v  Nil = Product is unavailable.

Findings:

Availability of MOJO, LEMU, CLMON and SPEED brands in served outlets of Elephent Road, New Market and Nilkhet.

Brands	Elephent Road	New Market	Nilkhet	Total Average
Mojo	71.43%	70.00%	80.00%	73.81%
Lemu	28.57%	60.00%	60.00%	49.52%
Clemon	14.29%	20.00%	30.00%	21.43%
Speed	28.57%	10.00%	10.00%	16.19%
No of outlets surveyed	7	10	10	27

It is observed that among Mojo, Lemu, Clemon and Speed was Display status available in majority of outlets surveyed at Nilkhet and Elephent Road respectively.  Mojo was found as first and lemu was found as second brand at Elephent Road, New Market and Nilkhet.

Area	Types of outlets			Total
	Large	Medium	Small
Elephant Road	2	5	0	7
New Market	5	4	1	10
Nilkhet	3	7	0	10

                            Here:           Elephant Road =7    outlets

New Market = 10     outlets

Nilkhet         =10       outlets

Category	Good	Average	Poor	No Display	Total	Total Shops Visited
150ml can	0	0	0	1	1	1
250 ml can	12	1	1	0	14	14
250 ml Pet	11	2	4	3	20	20
500 ml pet	1	2	4	1	8	8
1000 ml	2	1	1	3	7	7
2000 ml pet	1	0	0	0	1	1

Here:

v 27 outlets where 1 outlets Mojo 150 ml can Brands were Displayed in the Rack

v 27 outlets where 14 outlets Mojo 250 ml CAN Brands were Displayed in the Rack

v 27 outlets where 20 outlets Mojo 250 ml pet Brands were Displayed in the Rack

v 27 outlets where 8 outlets Mojo 500 ml pet Brands were Displayed in the Rack

v 27 outlets where 7 outlets Mojo 1000 ml pet Brands were Displayed in the Rack

v 27 outlets where 1 outlets Mojo 2000 ml pet Brands were Displayed in the Rack

Category	Good	Average	Poor	No Display
150ml can	0.00%	0.00%	0.00%	100.00%
250 ml can	85.71%	7.14%	7.14%	0.00%
250 ml Pet	55.00%	10.00%	20.00%	15.00%
500 ml pet	12.50%	25.00%	50.00%	12.50%
1000 ml	28.57%	14.29%	14.29%	42.86%
2000 ml pet	100.00%	0.00%	0.00%	0.00%

 

Fig: (27 outlets where 1 outlets Mojo 150 ml                         Fig: (27 outlets where 14 outlets Mojo 250 ml

Can brands were No displayed in the Rack)                          Can brands were in the Rack)

Fig: ( 27 outlets where 20 outlets  Mojo 150 ml pet Brands were Displayed in the Rack)

                        Fig: (27 outlets where 8 outlets Mojo 500 ml pet Brands were Displayed in the Rack)

                        Fig: (27 outlets where 7 outlets Mojo 1000 ml pet Brands were Displayed in the Rack)

Fig: (27 outlets where 1 outlets Mojo 2000 ml pet Brands were Good Displayed in the Rack)

Category	Good	Average	Poor	No Display	Total	Total Shops Visited
150ml can	0	0	0	0	0	0
250 ml can	4	2	0	0	6	6
250 ml Pet	10	3	2	3	18	18
500 ml pet	2	3	0	0	5	5
1000 ml PET	2	1	1	1	5	5
2000 ml pet	0	0	0	0	0	0

Here:

v  27 outlets where 0 outlets  Lemu 150 ml CAN Brands were Displayed in the Rack

v  27 outlets where 6 outlets  Lemu 250 ml CAN Brands were Displayed in the Rack

v  27 outlets where 18 outlets  Lemu 250 ml PET Brands were Displayed in the Rack

v  27 outlets where 5 outlets  Lemu 500 ml PET Brands were Displayed in the Rack

v  27 outlets where 5 outlets  Lemu 1000 ml PET Brands were Displayed in the Rack

v  27 outlets where 0 outlets  Lemu 2000 ml PET Brands were Displayed in the Rack

Category	Good	Average	Poor	No Display
150ml can	Nil	Nil	Nil	Nil
250 ml can	66.67%	33.33%	0.00%	0.00%
250 ml Pet	55.56%	16.67%	11.11%	16.67%
500 ml pet	40.00%	60.00%	0.00%	0.00%
1000 ml	40.00%	20.00%	20.00%	20.00%
2000 ml pet	Nil	Nil	Nil	Nil

Fig: (27 outlets where 6 outlets Lemu 250 ml can Brands were displayed in the Rack)

Fig: (27 outlets where 18 outlets Lemu 250 Pet can Brands were displayed in the Rack)

Fig: (27 outlets where 5 outlets Lemu 500 ml Pet Brands were Displayed in the Rack)

Fig: (27 outlets where 5 outlets Lemu 1000 ml PET Brands were Displayed in the Rack)

Fig: ( 27 outlets where 0 outlets  Lemu 2000 ml PET Brands were Displayed in the Rack)

Fig: ( 27 outlets where 0 outlets  Lemu 150 ml Can Brands were Displayed in the Rack)

Category	Good	Average	Poor	No Display	Total	Total shop visited
150ml can	0	0	0	0	0	0
250 ml can	0	0	0	0	0	0
250 ml Pet	4	0	3	1	8	8
500 ml pet	1	0	0	0	1	1
1000 ml pet	0	1	1	0	2	2
2000 ml pet	0	0	0	0	0	0

Here:

v  27 outlets where 0 outlets Clemon 150 ml CAN Brands were Displayed in the Rack

v  27 outlets where 0 outlets Clemon 250 ml CAN Brands were Displayed in the Rack

v  27 outlets where 8 outlets Clemon 250 ml PET Brands were Displayed in the Rack

v  27 outlets where 1 outlets Clemon 500 ml PET Brands were Displayed in the Rack

v  27 outlets where 2 outlets Clemon 1000 ml PET Brands were Displayed in the Rack

v  27 outlets where 0 outlets Clemon 2000 ml PET Brands were Displayed in the Rack

Category	Good	Average	Poor	No Display
150ml can	Nil	nil	Nil	Nil
250 ml can	Nil	Nil	Nil	Nil
250 ml Pet	50.00%	0.00%	37.50%	12.50%
500 ml pet	100.00%	0.00%	0.00%	0.00%
1000 ml pet	0.00%	50.00%	50.00%	0.00%
2000 ml pet	Nil	Nil	Nil	Nil

Fig: (27 outlets where 8 outlets Clemon 250 ml PET Brands were Displayed in the Rack)

Fig: (27 outlets where 1 outlets Clemon 500 ml PET Brands were Good Displayed in the Rack)

Fig: (27 outlets where 2 outlets Clemon 1000 ml PET Brands were Displayed in the Rack)

Category	Good	Average	Poor	No Display	Total	Total Shop visited
150ml can	0	0	0	0	0	0
250 ml can	2	1	0	0	3	3
250 ml Pet	1	0	2	0	3	3
500 ml pet	0	0	0	0	0	0
1000 ml pet	0	0	0	0	0	0
2000 ml pet	0	0	0	0	0	0

Here:

v  27 outlets where 0 outlets Speed 150 ml PET Brands were Displayed in the Rack

v  27 outlets where 3 outlets Speed 250 ml CAN Brands were displayed in the Rack

v  27 outlets where 3 outlets Speed 250 ml PET Brands were Displayed in the Rack

v  27 outlets where 0 outlets Speed 500 ml PET Brands were Displayed in the Rack

v  27 outlets where 0 outlets Speed 1000 ml PET Brands were Displayed in the Rack

v  27 outlets where 0 outlets Speed 2000 ml PET Brands were Displayed in the Rack

Category	Good	Average	Poor	No Display
150ml can	Nil	Nil	Nil	Nil
250 ml can	66.67%	33.33%	0.00%	0.00%
250 ml Pet	33.33%	0.00%	66.67%	0.00%
500 ml pet	Nil	Nil	Nil	Nil
1000 ml	Nil	Nil	Nil	Nil
2000 ml pet	Nil	Nil	Nil	Nil

Fig: (27 outlets where 3 outlets Speed 250 ml CAN Brands were Displayed in the Rack)

Fig: (27 outlets where 3 outlets Clemon 250 ml PET Brands were Displayed in the Rack)

market share of CSD in Bangladesh

Findings of market research study on market share of CSD

To get a nationally representative scenario regarding market share and related issues of CSD (mentioned below) a market research survey was conducted.

1. To find out market share of different types of Cola, cloudy lemon and clear lemon in terms of volume and value

2. To find out market share of different types of CSD in terms of volume and value

3. To find out market share of different types of SKU of CSD in terms of volume and value

Extent: Outlets of bus stand, urban and rural periphery at Sylhet, Moulovibazar, Hobigonj, Sunamganj, Chittagong, Comilla, Feni, Cox’s bazar, Noakhali, Chandpur, Kushtia, Chuadanga, Jessore, Khulna, Barishal, Potuakhali, Borguna, Bhola and Dhaka districts (Mailbag, Rampura, Khilgaon, Sonirakhra, Jatrabari and Saidabad).

Period: 17-28^th March’07, 2-13^th April’07, 22^nd April’07

Sample size: It was predetermined to collect survey data from four scattered districts from each of six divisions and also a total of 33 outlets from each district taking 3, 20 and 10 outlets from bus stand, urban and rural periphery respectively. However data on SKU and pack wise brands and quantity presence were collected from 687 outlets of 19 districts under five divisions namely Sylhet, Chittagong, Khulna, Barishal and Dhaka.

Findings: Among three types of CSD (i.e. cola, cloudy lemon and clear lemon) clear lemon was found mostly available type (in 95 percent outlet) followed by cola (85 percent outlet) and cloudy lemon (78 percent outlet) category.

Survey data shows that among cola brands MOJO cola holds the highest market share in terms of both volume and value followed by Coca-cola and RC cola respectively. While among cloudy lemon brands Lemu is found as the highest market share holder in terms of both volume and value followed by immediate next market share holder by RC and Uro-lemon. In addition to that among clear lemon category 7up, sprite, fizz up and upper 10 are found as the first, second, third and fourth market share holder.

Regarding market share holder by different types of CSD clear lemon was found as significantly (at 99.9 percent confidence level) higher market share holder type (about 53 and 51 percent in terms of volume and value respectively) than that of cola (about 29 and 30 percent in terms of volume and value respectively) and cloudy lemon (about 19 percent in terms of both volume and value respectively) type. It is assumed that the total beverage industry is of 1000 crore taka and also for the month of March and April’07 this beverage industry market is assumed to be splitted into 50 crore and 70 crore approximately and hence 120 crore taka in total. Considering the sample estimate it can be inferred that in terms of value clear lemon, cola and cloudy lemon category belongs to approximately 61.08, 36.24 and 22.68 crore taka market shares respectively.

Survey data revealed that regarding market share holder by different SKU of different types of CSD 1000ML PET, 500ML PET and 2000ML PET were found as the first, second and third market share holder respectively. In addition to that 1000 ML is found as significantly (at 99.9 percent confidence level) higher market share holder than 500 ML in terms of both volume and value and also 500 ML PET is found as significantly (at 99.9 percent confidence level) higher market share holder than 2000 ML PET and 250 ML PET respectively.

Market share of cola brands in terms of volume and value
Cola brands	Market share in terms of
	Volume	Value
MOJO cola	38.4%	37.4%
Coca-Cola	29.5%	30.3%
RC cola	22.1%	21.2%

Market share of cloudy lemon brands in terms of volume and value
Cloudy lemon brands	Market share in terms of
	Volume	Value
Lemu	41.3%	41.7%
Rc Lemon	30.3%	31.1%
Uro Lemon	20.4%	18.6%

Market share of CSD in terms of volume and value
Types of CSD	Market share in terms of
	Volume	Value	Estimated value Taka (Based on assumed market share in value)
Clear lemon	52.5%	50.9%	61,08,00000
Cola	28.9%	30.2%	36,24,00000
Cloudy lemon	18.7%	18.9%	22,68,00000
Total	100.0%	100.0%	120,00,00000

Market share of clear lemon brands in terms of volume and value
Clear lemon brands	Market share in terms of
	Volume	Value
7up	33.2%	33.2%
Sprite	22.2%	24.4%
Fizz up	15.5%	14.4%
Upper 10	14.8%	14.6%

Market share according to S.K.U. of all types of CSD in terms of volume and value
S.K.U.	Market share in terms of
	Volume	Value
1000 ML PET	34.7%	32.7%
500 ML PET	23.0%	23.2%
2000 ML PET	18.0%	13.7%
250 ML PET	8.2%	10.0%
2250 ML PET	4.6%	3.6%
250 ML Can	3.9%	7.5%
250 ML RGB	3.5%	4.3%
330 ML PET	2.0%	2.3%
280 ML PET	0.9%	1.0%
150 ML Can	0.6%	1.3%
1500 ML PET	0.3%	0.3%
600 ML PET	0.2%	0.2%
207 ML RGB	0.1%	0.1%
200 ML RGB	0.04%	0.1%
1250 ML PET	0.03%	0.02%
330 ML Can	0.01%	0.01%
Total	100.0%	100.0%

Limitations: Data were not collected from Rajshahi division and greater Dhaka. As all findings presented here are based on only the surveyed outlets and also the salesman/retailer are not interested to provide details information (SKU and pack wise brands and quantity presence) regarding their stock of CSD without any benefit there might be a chance of distortion in case of reflecting the actual scenario. But in spite of lack of cooperation of the retailer enthusiastic and energetic effort was made by the data collector to collect data from visible as well as non-visible sources in the outlet. Also at the beginning of the survey there was a target to bring a scenario of CSD market share of winter season but the survey period has been extended up to summer season and hence a mixed scenario of winter and summer season might be reflected from this survey data.

Fate is Future | Future is Fate

Fate, Do you believe in fate? Fate is such a gamble that most of the modern people don’t believe in it. Even I. But after any sort of failure, most people curse fate or misfortune. In 2005, I met a very successful person. I asked him personally, “ don’t you ever think that your success can be attributed to fate?’ He stared at me for a long time with his sharp eyes and smiled. He said that everything around him had happened so fast that he had not even had the time to think about it. He was so dissatisfied and so restless about his career that he never seriously thought about fate. Later he added that “ may be this restlessness is going to bring about my downfall. It is going to burn me out one day’. He seemed to be a little in two minds. Then I asked “ what can change your life and make it successful” He replied with confidence. “ 1. Don’t look back.
2. Don’t let any part of your life intersect with any other.
3. 3. Never fail to do hard work, just fight with your fate.
Now I know the true meaning of what exactly he was trying to say to me.

May be some day, I am going to answer the same question to my next generation.