Trade marketing strategies for building a strong beverage brand in Bangladesh: a focus on Transcom Beverages

Abstract

The executive summary of the report about Transcom Beverages Ltd (Known as TBL) defines the cardinal points of the internship, the organizational practices and the strategic contributions. It is during the internship period at TBL that the user was involved in ‘Project Durbin’ which concentrated on the trade marketing strategies and brand management for PepsiCo products. Practicum during the internship provided a deep understanding of some marketing processes in practice making it possible for the intern to appreciate the aspects of marketing a brand, product distribution, and retail relations. Under the supervision of Mr. Omar Asifur Rahman, the intern worked on Trade Marketing details, learned product placement basics and market coverage as well as cleaned cooler best practices. TBL takes pride as one of the leading beverage companies in the country as it serves as the only franchise for PepsiCo Bangladesh and within seeks to implement growth oriented to the democratic style of leadership. The organization implements the strategic marketing practices such as segmentation, targeting, branding which harnesses both traditional and digital media, event sponsorships and other corporate social responsibility CSR. Some of the strengths of TBL are the strong brand equity and wide distribution, however the company also suffers from several weaknesses such as over reliance on PepsiCo, high expenses and most importantly shifting consumer behavior. When it comes to accounting practices TBL follows all necessary International Reporting Standards that are soundly applicable within the country. Although it demonstrates a high proportion of operating effectiveness and strong quality management practices, it has considerable difficulty in meeting consumer preferences and accessing new geographical markets. TBL’s expansion mainly through innovation, technology and diversification will without a doubt be important even more so in the future for the company’s leadership position in the beverage market of Bangladesh.