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You browse ‘Bangladeshi Soft Drinks Market’ in category ‘Papers’ Information on Pepsi was obtained from the internet and native shops while Pepsi can be described as multinational business.

Adequateinformation regarding Pepsi is not available in the context of Bangladesh. Section: 3 3. 1: Mojo (Information): Mojo, is a model of Akij Foodstuff and Refreshment Ltd., a sister concern ofprominent group of companies of Bangladesh, Akij Group. Back in 2007 Mojo was themarket challenger in Bangladeshi soda market which has a sales of approximately 52 crores BDT. The brandwas introduced in 14th April, june 2006 targeting the youth of Bangladesh who like the Bangladeshitrends. All presently there years, Mojo is doing quite good in the marketplace and competing well with otherbrands.

Mojo’s pricing is usually it’s benefits but it has to improve their image , product top quality. Unfortunately, Mojo is lagging behind due to inadequate advertising activities. At the. g. Motto, name’s that means etc . They have also failed to communicate its own positioning the target consumers. Nevertheless , still right now Mojo has the potential to restore its own placement (according tosurvey). Consumer conduct such as perception, attitude, self-orientation and lifestyle, thisreport has found out some drawbacks and recommended several affective ways to recoverthose issues successfully. three or more. 2: Industry Situation

Mojo is some distance behind to be able to anticipating the present market condition. After being inthe intro stage for a short period of time Mojo is usually successfully today in the growthstage and succeeding for its great eminence and unique advertising effort. With theintention of increasing sale and obtaining business Mojo is definitely targeting and creating awell company position into the industry. To collect data regarding industry, serviceperformance, competition and division Mojo is always developing promotionalstrategies, campaigns and carrying out industry surveys. 4 April 2010, Mojo set up afair plus the duration was three days and nights. It was organised on discipline of Pranthapoth. They welcomedthe Bangla yr 1417 incredibly nicely. Because who had a bottle of Mojo, then simply that persongot the admittance in the live show without any admission. 3. three or more: Target Market Almost all of the soft drink companies are now targeting the fresh generation as well as this is the besttarget for any softdrink companies. Keeping this thing on mind Mojo has decided to targetespecially the young technology along with the persons from various kinds of socio-economicclasses.

Akij Group is now providing extensive syndication channel in order to capture and makesure the proper distribution of Mojo to ensure that young era can easily acquire it where ever they arein the country. Previous time all of us saw in Mojo advertise that an outdated couple were sharing a bottle of Mojo. So , they eliminated that it is not only a product to get the teenagers but also their goal is alsosenior citizens. Nevertheless Mojo is definitely hardly desired by Outdated aged people. PROFILE IN THE TARGET MARKET Cola drinks usually follow an undifferentiated marketing strategy to target all their consumer.

Keeping this simple fact in mind, we all conducted an example survey by opting for random sample fromdifferent locations. The following discussion will attempt to investigate the profile of the target marketbased on the sample group. 3. 5: Demographic Elements Age Era is the major determinants in targeting the consumers. MOJO reflects the Bangladeshi cultureand it symbolizes youth. From your survey, we certainly have found that MOJO is quite preferred in the agegroup among 20-25 years (85% of 100). Furthermore, the least MOJO preference comes fromtwo age ranges: 25-35 years and 35-45 years, regarding 1%. Sexual intercourse

Beverage is used for thirst-quenching purpose and this product is gender neutral, meaning there isno such kind of obligation to eat the product for male or female. However , from our surveyoutcome, we have found that 71% of the individuals are male and 29% will be female via 100. Allthe respondents happen to be from urban location. ADVERTISING MIX: 4P’S OF MOJO5. 1 Item The product MOJO cola comes with the following variations in the market- ¢ 250 ml bottle ¢ 500 ml bottle ¢ 1000 cubic centimeters or you liter container ¢ a hundred and fifty ml can The MOJO Soda has been created using a proper technology. So you cannot find any chance to occurfluctuation in taste.

The cola refreshments contain a quite strong taste which can compete with the marketleader Coca- Cola and RC coca-cola. Other Factors That means of MOJO Meaning of MOJO is definitely the idea or perhaps feeling the respondent possess instantly following hearing the name oranalyzing it. To 60% respondents, MOJO means fun or enjoyment. To 14% it indicates nothing. Inaddition, other 26% varies within music or art, athletics, thirst passion etc . Competition Soft drink marketplace always provide high level of competition between companies. Since, soft drink can be described as fast moving buyer good as well as demand usually fluctuate centered onseveral reasons (E.. Preference, weather conditions, etc . ). This included the degree of competition andintensity of competition. So in that case both the degree and intensity of competition are very highfor Mojo. Since the market it was operating had been touched by simply big companies such asCoke, Pepsi, Royal Crown Cola. Surprisingly, these large companies are taking into consideration Mojo, since aravenous rival in the market. So it’s a good information for Mojo that rivals like ” Coca Cola, Pepsi are thinking about Mojo consciously. It is because Mojo has already nabbed good portionof Bangladeshi refreshment market share.

Mojo believes they have the good distribution power, creative marketers, financial power and top quality to grab competitions market share too asincrease their own selling. Before preparing the definition of paper all of us made a brief market review and we noticed that in every single popular marketplace of Dhaka city, bulk suppliers are very energetic and require is veryhigh. Distribution The strongest level of MOJO is their intensive syndication channel. They make this thingpossible because Akij Group of industries especially their beverage sector has a profoundlogistic and supply string management system.

To allow them to easily go to door to door oftheir target consumers. They believe that delivering goods to buyer hands is definitely notsufficient or convenient enough that is why to get near future enhancement they are striving todevelop their very own distribution funnel in this kind of manner they can easily help to make theirpotential customer in to genuine customer. And must admit the supplier of a particularterritory is really expert and the do their job on the time. Objecetives , Issues The promotional marketing campaign can undertake 3 types of goals: 1 . To tell, 2 . To persuade3. To remind.

When it comes to Mojo, the campaign is going to basically concentrate on persuasion, seeing that MOJOis in maturity stage of their life circuit and will make an effort to spread out the current understanding in urbanyouthful lives. The advertising aim for MOJO is to convince the target audience to make apurchase and to get hold of 8% increase in sales. These day, Mojo can be not a new product. And for thatreason, previously you can actually target was to make setting about Mojo because it was a newproduct and please test it. But now Mojo is in development stage, therefore it is trying to improve the market share and retaining the market reveal is also essential here

Marketing Strategy Advertising is a challenging factor to get Akij Group’s Mojo. Because the sales of Mojo highly relies onadvertising. It has to be done in such a way which can be convincing, attracting people, which usually willrun upon people’s brain 24/7. Expanding an effective promoting and marketing campaign mustselect the right someone to deliver a convincing communication and the ideal channels ormedia. As part of the advancement the advertising and marketing strategy of Mojo, every one of the advertisingcampaigns will try to connect the same message to meet the advertising objective as set anddiscussed previously. Their main logan can be “Mojo Ontor e Ontor e and thus they alwaystry to make just about every ad including this motto. Stimulus Characteristics Logo The emblem of MOJO is attractive and representing the youth even though did not did not remember about theaged people. Therefore , this helps these to get a good end result. Soul sense All the multinational soft drink companies-showing advertisements are manufactured abroad. In thiscase, MOJO cola differentiated themselves. They may be making the ads within our country, because they wantto be the conspiracy brand. Because they are, doing this and so people can feel that it truly is our diet coke and I am buyingmy soda that in terms help them to feel good.

Therefore , people have comfortable corner for them intheir mind. Packaging The labels also helps in the perception procedure. Attractive package can pick up people’s interest. MOJO coca-cola know this kind of and they are centering on it. Both the most critical work of packaging are: Capture Attention The colorful the labels catches the interest instantly. Persons like colourful things and they go forcolorful things. For this reason within a short period of time MOJO coca-cola got the interest of the goal aspect. Present Meaning The colorful product packaging conveys the meaning that MOJO is a vibrant product.

Combining up thebrand with hues, which have a meaning, is smart. That gives persons meaning and they went forit. CONSUMERS’ LEARNING , MOJO Learning is usually any change in the content or organization of long- term memory and/or behavior. Understanding soft drinks can be described as low- engagement learning circumstance. Consumer behavior is largelylearned patterns. Learning about MOJO Cola is perfect for the most component low engagement learningstate of affairs. Settings Just like other companies Mojo is also a lot concern regarding controlling theirmonetary and working cost.

That is why every month Mojo conduct Quality assurancesurvey, Revenue figure monitoring, Feedback from Retailers and Sales force not merely bytheir workers but as well by students from different universities by providing exclusiveincentives and gift items. They evaluate all their inventory, top quality, acceptance of Mojo fromdifferent perspectives. Simply by keep checking out these things Mojo can remain in the market by notonly reducing their price and charge by as well maximizing their particular revenue and profits. Weknow its greatly time consuming and expense become high, but for know the currentsituation the company need to do it.

Sociable responsibilities Akij group of companies not only concern about raising their sales, capture business andgaining income but also concern to perform something intended for the cultural betterment. During theircampaign Mojo has always been the pioneer in order to come across to help old, orphanage andhomeless street children. The Group has been running a extensive orphanage cost-free indistrict city. The Group has also bought a modern mom , kids hospital previously ownedby Conserve the Children (UK). The hospital will be operated as being a non-profitable matter by Ad-DinWelfare Trust. Costs policy:

The pricing coverage of Mojo has been completed very carefully. Mojo has manycompetitors (e. g. Coca Cola, Pepsi) in the market. Compared to them Mojo provides set pricereasonably. The costs of Mojo is mentioned below:? Litre , , , – Tk 14/-? Litre , , , – Tk 25/-[pic] you Litre , , , – Tk 45/- two Litre , , , – Tk 75/- Chapter: 4 4. 1: Soft drink (Information): Pepsi was first introduced as “Brad’s Drink” in New Bern, North Carolinain 1898 by simply Caleb Bradham, who achieved it at his home the place that the drink was sold. It absolutely was later namedPepsi Cola, perhaps due to the intestinal enzyme pepsin and kola nuts employed in the formula.

Bradhams must create a fountain drink that was delightful and could aid in digestive function and improve energy. In 1903, Bradham relocated the bottling of Pepsi-Cola from his drugstore to a rented stockroom. That yr, Bradham offered 7, 968 gallons of syrup. Another year, Soft drink was sold in six-ouncebottles, and sales elevated to nineteen, 848 gallons. In 1909, automobile race pioneer Barney Oldfieldwas the first superstar to endorse Pepsi-Cola, describing it because “A anstoß drink, stimulating, invigorating, an excellent bracer just before a race. ” The advertising theme “Delicious and Healthful” wasthen used in the next 20 years.

In 1926, Pepsi received its initial logo upgrade since theoriginal design of 1905. In 1929, the logo was changed again. In 1931, on the depth in the Great Depression, the Pepsi-Cola Firm entered personal bankruptcy , inlarge part due to financial losses incurred by speculating in wildly fluctuating sugar prices as aresult of World War We. Assets were sold and Roy C. Megargel bought the Soft drink trademark. Eightyears later, the organization went insolvent again. Pepsi’s assets were then acquired by Charles Guth, the President of Loft Inc. Loft was a candy maker with retailers that included sodafountains.

This individual sought to replace Coca-Cola by his stores’ fountains following Coke refused to give him adiscount about syrup. Guth then experienced Loft’s chemists reformulate the Pepsi-Cola viscous syrup formula. In three distinct occasions between 1922 and 1933, the Coca-Cola Organization was presented theopportunity to buy the Pepsi-Cola company and it decreased on each occasion. Ingredients: In the United States, Pepsi is made from carbonated drinking water, high fructose corn syrup, caramel color, sugars, Phosphoric acidity, caffeine, citric acid and natural flavours. A can easily of Pepsi (12 flounces) has forty one grams of carbohydrates (all from sugar), 30 magnesium of odium, 0 grms of body fat, 0 gramsof protein, 37 mg of caffeine and 150 calories. The caffeine-free Pepsi-Cola provides the sameingredients yet without the caffeine. The original Pepsi-Cola recipe was available from documents registered with the the courtroom at the time thatthe Pepsi-Cola Organization went bankrupt in 1929. The original formula contained nor cola norcaffeine. 4. 2: Market Circumstance Pepsi Soda is a reknowned brand all over the world. Its require is increasing each year. Pepsi is incompetition in Bangladesh for many years. The major competitiors are Coca Cola, REMOTE CONTROL Cola andnow Mojo is usually progressing in competition.

The main of Pepsi just like any other drink companyis to generate supernormal gain increasing product sales. Not only that, Pepsi carries out promotionalactivities throughout the year. “Transcom Beverages Limited (TBL), the franchisee of PepsiCo Worldwide, has received the “Bottler ofthe 12 months Award for 2009 in PepsiCo International Annual Convention in identification of itsoutstanding business results. Latifur Rahman, chairman and managing representative of TBL, received the award from SanjeevChadha, local CEO of PepsiCo, and Katrina Kaif, an Of india film actress, at an event inThailand lately, said a statement.

Transcom Refreshments, which won the merit for the next time, bottles, distributes and markets allPepsiCo brands including Pepsi, 7up, Mirinda, Mountain Dew, Cut, Diet Pepsi and 7up Light inBangladesh. Present on the occasion by TBL had been Arshad Waliur Rahman, director, Golam QuddusChowdhury, executive overseer and CEO, and Khurshid Irfan Chowdhury, general supervisor. Tejinder Khurana, country supervisor of PepsiCo International, and Goutam Bhattacharjee, territorydevelopment director of TBL, were also given “Ring of Honour for their performances in2009.  [ Daily Star: On the, January twenty four, 2010] 4.: Target Market like any different beverage competitor in Bangladesh, Pepsi’s key target is young era assoft drinks are mainly desired by young ones. Despite local competition Pepsi features maintained itsreputation by chargining relatively high price. Within last fifteen years Pepsi offers reached the height by offering extensive distribution funnel in order to make sure the proper circulation of Soft drink sothat persons can easily avail it wheresoever they go. Soft drink customers are mostly young groupbetween the ages of 14 to 30 and also target for school, educational institutions, universities, home, restaurant, motel and shops.. 4: Market Segmentation Positioning Beverages Soft Drinks: Pepsi, Coca-Cola, Royal CrownCola Juices: Pulpy, Nestle, Fruito Local Refreshments: Mecca Soda, Mojo Diet coke Energy Drinks: Red Bull, Power some. 5: Competition Pepsi has its own rivals in the market. Pepsi thinks Coca Soda and Hoheitsvoll Crown Soda as theirbiggest competitiors. However in recent years neighborhood carbonated beverages like Mojo Cola and MeccaCola, and so forth are supplying tough contests to giant beverage companies like Soft drink and Cocaína Cola. some. 6: Division Pepsi undergoes massive distribution all around the region.

The syndication channel performs animportant part in the business success. Soft drink has distributors in all schisme. Due to deficiency of datathe syndication process of Soft drink cannot be discussed. Objectives and issues Pepsi is in their maturity stage. Meaning, everyone understands about this beverage. All it needs to do isremind people to ingest this drink. The main objective of Soft drink is to generate profit by theincrememnt in product sales. By means of organizing concerts/trade festivals, Pepsi informs people regarding theproduct. Promoting strategy Advertising is an important concern for Soft drink. It’s competition undertake significant advertising todominate in marketplace.

Equally, Soft drink does the same task for your survival. Most of Pepsi’s advertising isIndian. Meaning, American indian ads happen to be translated in Bangla. By doing this, Pepsi is able to advertising expense. The main purpose of Pepsi happens to be to deliver a convincing communication via press. Pepsi usestelevision, newspaper, billboards as its promoting medium Settings “Quality Each and every level of Pepsi-Cola Company, put into effect great treatment to ensure that the very best standards are met in everything we do. In our products, presentation, marketing and advertising, we all strive forexcellence because each of our consumers expect and ought to have nothing fewer.

We assurance to job towardcontinuous improvement in all aspects of our organization. At every step of your manufacturing and bottling process, strict top quality controls will be followed toensure that Pepsi-Cola products fulfill the same substantial standards of quality that consumers have cometo anticipate and value from us. We as well follow rigid quality control procedures during themanufacturing and filling of our packages. Every bottle and can undergoes a comprehensive inspectionand tests process. Storage containers are then rinsed and quickly stuffed through a high speed, state-of-the-art process that helps stop any international material from entering the product.

Additionalquality control measures help to ensure the integrity of Pepsi-Cola items throughout thedistribution process, via warehouse to maintain shelf.  [Extracted from http://www. pepsi. com/] Social responsibilities “Environmental SupportPepsi and the entire PepsiCo family take hold of our responsibility to be great stewards of your planet’snatural methods. We begin by understanding our environmental impact and then operate to findways to reduce that. We’re aimed at Energy, Water and Spend , locations where we know we could makethe best difference. [Extracted fromhttp://www. pepsi. com/faqs. php? ection=environmental_support] Costs policy Despite having various competitors, Soft drink is recharging high price compared to local competitorslike Mojo.? Litre , , , – Tk 18/-? Litre , , , – Tk 30/ one particular Litre , , , – Tk 55/ two Litre , , , – Tk 90/- Product differentiation In Bangladesh Soft drink offers item differentiation compared to Mojo cola by offeringPepsi Diet on the market. From this aspect Mojo is a little weak mainly because these days many people arehealth mindful, diabetes sufferers, etc . They will prefer Pepsi Diet which will does not contain sugar. Soft drink Diet is available in two sizes. Litre , , , – Tk 30/- 1 Litre , , , – Tk 55/- Nevertheless Pepsi’s giving differentiation by offering Pepsi Diet plan it is not charging premium price. The price of Soft drink Diet is definitely same as Pepsi Cola Therefore, Pepsi has competitive benefits over Akij’s Mojo Cola. Swot Examination: Mojo Soda: ¢Strengths: Manufacturer image: Akij group is already a established brand name. So there previously exists astrong brand image of the company. So if we kick off any product under this brand name after that itautomatically accept by the buyers. Quality: Most of their unprocessed trash come from various foreign countries.

The quality is verystrictly handled. At every stage, non regular products will be rejected. So we can admit howwell they are really aware about their products quality. Strong distribution network Akij group has a good distribution network and this isone of the most most powerful competitive advantages for them. They earn product readily available all overthe country through their strong distribution route of retailers and whole vendors. ¢Weakness: The weakest stage of akij group is that if virtually any product markets fall as a result of poor quality then it willalso impact the other goods of other brands. Opportunity: Increasing demand: While people are joining more in taking drink product, the demand isincreasing day by day for this sort of product category. ¢Threat: Akij group have a number of competitors especially beneath Akij Food , Refreshment Ltd this sort of asPran juice, Shezan drink, Acme juice. This competition is very excessive and works as a threat to get AkijFood , Beverage Ltd. Pepsi: The strengths, the weaknesses, the opportunities as well as the threats of Pepsi. 1 . The advantages of Pepsi-Cola1) First of all, Pepsi has stayed through this market for almost one 100 years.

So they can be so experienced andstationed in people’s head deeply. Right now no one does not know the company Pepsi-Cola When thename Pepsi is read, people is going to conjure up the image of clean and amazing drink. 2) Secondly, Pepsi-Cola is not only in high quality, awesome and new but in addition have a competitiveprice. 3) Thirdly. Soft drink is such a highly skilled powerful global company, That has a basic of a greatfund. So it has the ability to place an nonproductive sum of money for the promotion. We can see that theadvertisement of Pepsi-Cola is so desirable. It also asked the top highly successful people to advertise forit. ) Pepsi also compares with the rivals and find their particular disadvantages to update its own quality, flavour and also deal promptly in order to satisfy the customers’ need. This is the biggestadvantage of Pepsi business. It is the many popular a single. Pepsi organization also develop the Diet-Cola to meet the individuals whomore matter their overall health. And it really changes the appearance of the package of Pepsi-Cola. 2 . The disadvantages of Pepsi-ColaBut we all cannot consider things merely on one area. Still there are several disadvantages existing inPepsi-Cola. A survey suggests that 32% persons prefer the package deal of Pepsi-Cola.

So the design ofPepsi-Cola’s package is quite a bit less attractive because Coca-cola. It still needs to be increased. We suggestthat the bundle needs to be designed more colorful to attract someones attention. several. Although in the cola market there are many competitors, Pepsi continues to have the opportunity toenlarge its business because the soda in the market is quite monotonic. A lot of the end user isyoung people. You will still find some people whom do not such as the taste in the cola. And so we can make an effort to provide another taste of cola such as adding a few lemon drink. We can replace the flavor inorder to meet different taste of numerous people.. As to the threats, everyone know that Pepsi-Cola and Coca-Cola have had your competitors forabout 80 years. Although Pepsi-Cola have earned several times within this competition, the marketshare of Pepsi-cola is bit smaller than Coca-Cola. Besides, there are many other competitorslike Mojo. In Mojo’s advertisement you observe the reflection of our culture. It is recognized thatBangladesh is a patriotic nation. So these types of words can definitely catch Bangladeshi people’s cardiovascular. Andthese neighborhood cola’s flavor is more suitable for Bangladeshis. So it cannot be disregarded. Recommendation: Mojo:

After obtaining informations on the internet and local retailers. It seems that Mojo has certainlackings. Mojo is definitely local brand so their going to be tough for Mojo to stay in competition with Soft drink. Mojo provides offers just like “buy one particular get one free, “win a car, discount codes, etc . Each one of these activitieswill surge interests in individuals to consume even more Mojo to get something. By providing suchpromotions, Mojo may be able to give tough contests to Soft drink. Mojo can persuade people via advertising and marketing. E. g. It can convey messages that “Mojo is BangladeshiDrink, We all Bangladeshis beverage our drinks.

Not only that, motivating employees will help Akij Refreshments to reach it is peak. Electronic. g. Employeescan be given edge benefits, marketing promotions, monthly free medical check up, etc . twenty-four SUGGESTIVE PROMOTIONAL TOOLS Billboards MOJO cola must concentrate on billboard marketing, for this at first they have to boost thenumber of billboards surrounding the country. They must create advertisements with catchy look in order that itcan grab the attention in the target element. They must generate colorful and relevant billboards so thatpeople can find out what they wish to tell them.

Now, they have to put the billboards in theright place so that target aspect can have their total concentrate in it. Daily news Ads The number of paper advertising should have to become increased. Or else, they cannot make mass peopleaware about their item. It should likewise contain large imagery, relevant with item MOJO coca-cola. TVCs The frequencies with the TV advertisings have to be increased. People who watch TV regularly will be seekingfor ground breaking things of the online marketers. They virtually bored with the standard ads. And so ifMOJO soda bring fresh thing using their ads them it will be a turning point for his or her sale.

Persons willget more interest in all their product and as a result, they can be the loyal customer of this item. SoTV advertisements should be helped bring with a new file format, with more the euphoric pleasures so that it may catch the targetaspect with all the new types. Sponsorship Right up until now MOJO cola produce sponsorship of few situations like concerts, “nabanno utsav, banglanoboborsho, etc. they should include cyber coffeehouse, canteens of university, fast food shop and otherplaces in which people should go frequently. By doing this they can be with the target audience and we illfind more aware persons. Sales Campaign

They should set for massive product sales promotion to attract people from all other drinks Pepsi: 1) Pepsi-Cola should enhance the design of the package initial. As it is publicized as” the option ofnew generation”, the design has to be looked young and fresh. Therefore the color ought to be more sharpand attractive. 2) As the flavor and materials of cola in the market are similar and the many active customer isthe young people, we can shift the Pepsi production to satisfy the different will need of theconsumers. That is customer-orientated. 3) In addition to the Diet soda for the health conscious persons, we can have many other fresh choices.

Forexample, we can produce a new kind of coca-cola more suitable for children. Maybe we are able to add theVitamins or some nourishing element which might be necessary to kids. Or we are able to create a new flavorlike mint-cola. 4) However , pricing ought not to be reduced to an extent wherever initial investment cannot berecovered. So , costs , finance has to be performed carefully. Bottom line Mojo People prefer MOJO’s pricing but it has to improve its photo in status and top quality issues. Unfortunately, MOJO is definitely lagging in back of due to insufficient communication of its company elementslike slogan, name’s meaning etc .

They have also failed to communicate its positioning for the targetconsumers. However , still at this point MOJO has the chance to recoup its own placement because about70% of the concentrate on customers (according to the study result) will be potential and also have not constructedtheir belief structure for MOJO. For some particular aspects of customer behavior this kind of asperception, frame of mind, self-orientation and life style and so on, those suggested strategies offered withthe record will be encouraging to recover all those issues efficiently if MOJO can apply thosesuggestive promoting tools. 6th Pepsi Becoming in such a anxious competition with other beverages, Pepsi-Cola should not take the direct andtough attack upon any of them. The best wad should be to keep a peaceful romantic relationship with this and alwayscompare with others, We should locate their drawbacks and show our advantages on this aspect. After that by and by, the people might think our bait is better Obviously the most important secret is toimprove the product, reduced the price in comparison to other rivals to meet the consumers.