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

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Date
2014Publisher
BRAC UniversityAuthor
Mahmud, YestabshirMetadata
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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.