Understanding the market of instant powder drink & future trend of GlaxoSmithKline Bangladesh Limited

Abstract

GlaxoSmithKline a subsidiary of GlaxoSmithKline plc (GSK) is one of the world’s largest research-based pharmaceutical and healthcare companies. GSK continues to be committed to improving the quality of human life by enabling people to do more, feel better and live longer. The Company’s principle activities include secondary manufacture of pharmaceutical products and marketing of vaccines, pharmaceutical and healthcare products. GlaxoSmithKline conducts the operational activities in Bangladesh as a principal with its own set-up of manufacturing, marketing and distribution. The Marketing department of GlaxoSmithKline Bangladesh is mostly responsible for conducting the operational activities in Bangladesh. The department is divided into two self-management teams in order to attain efficiency in work processes. As a Marketing Intern at Consumer Healthcare I was assigned with a variety of tasks that are mostly related to Brand Support Activation program and Point of sale marketing. In the Fast Moving Consumer Goods (FMCG) category, Instant Powder Drinks are common and popular. Instant Powder Drink market is mainly dominated by Sajeeb Corporation in Bangladesh. Tang, Foster Clark, Nutri-C, Glaxose, Tierra are available brands in the market. This study mainly focuses on the issues like the market for Instant Powder Drink in Bangladesh, people’s consideration about Instant Powder Drink, how many people take Instant Powder Drink, consumers’ brand loyalty, consumers’ perception about price and the future trend of Instant Powder Drink By the end of the analysis, there is an elaborated discussion on my findings in GlaxoSmithKline. After analyzing the Instant Powder Drink trend strategies, some revamp options have been recommended in this paper.