Virgin Cola Term Paper

6269 Words Apr 12th, 2011 26 Pages
Chapter One

1.0 Introduction
1.1 Background of the Study
Global Beverage Company Limited (GBCL) is the one of the stabilized beverage company in Bangladesh. They provide soft drinks with a brand name “Virgin” which an exclusive franchise agreement with Virgin Enterprise Limited of United Kingdom. GBCL started their business in Bangladesh December in 1999. Gazipur is our only production zone and main office at Mirpur, Dhaka. GBCL produced soft drinks with different flavors and sizes (can and bottle). Cola, Orange, Lemon-lime, Passion fruit, Grape fruit, Tutti-frutti these are all flavors of Virgin. Beside these, Diet cola is exclusive. Its competitors are Tabani Beverage, Bangladesh
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GBCL takes short-term sales promotional programs such as discount, coupon, special advertising items, and premium for increasing sales among the consumers, retailers, dealers and business markets. Now they are exporting Virgin product in Bhutan and trying to export their product in India. GBCL has mentioned its product oriented mission statement is, “We are providing international quality drinks with world famous brand name at an affordable price.” It follows mission dialog, “It’s Your Life, Color It.” Their strong side is quality with brand name, marketing and distribution. GBCL has a big opportunity to create market demand by introducing fountain pack and 250 ml with plastic container in future.
Global Beverage Company Limited (GOBAL) is the Beverage Unit” of the YOUTH GROUP, a conglomerate of over a dozen industrial and trading unit with a total turnover of over us $ 50 million . GOBAL is the franchiscc of VIRGIN – an international brand of carbonated beverage from the UK. The drink were initially introduced in – cans only and in various flavors. Subsequently pet bottle and very and recently quite a few new variants (flavours /size) had been introduced.
Virgin took off beyond GOBAL’s expectations after the launch of the brand taking almost 10% of the market in the first year. How ere, salsa began to

noscdive from the second year and currently Virgin enjoys a significantly lesser market share , GOBAL was not

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