Comparative Analysis of Global and Domestic Brands of Soft Drinks in Bangladesh

Although soft drinks entered into Bangladeshi market in the later part of 1980s it has become popular to people of different ages within that short period. At present Bangladesh has a very competitive market of soft drinks. The analysis in this study focuses on the comparative situation of Global and Domestic Brands of Soft Drinks in Bangladesh. Using a sample of 107 consumers, 26 retailers and 10 distributors in Dhaka, Narayangonj and Gazipur areas, evaluation of market position of and consumers perception towards the different global and domestic companies of soft drinks; assessment of preference and future possible trends of consumers’ towards the different brands of soft drinks; identification of the others groups’ influence on the promotions of these products have been considered. Simple Tabulation, Cross Tabulation, Precented Tabulation, Multiple Regression Analysis, and ANOVA were used to analyze the data gathered from the survey. The study found that the global brand PepsiCo is in much better position in competitive positioning model, share of market mind and heart, brand awareness, competing brand scenarios, and consumers’ advertising awareness, ranking of soft drinks. The report recommended that some of the soft drinks companies should reduce the price of some selective brands (both local and global), increase quality and promotions in rural areas and for some companies also in urban areas, provide benefits to the retailers and distributors.