The branding-marketing & communication mix of Transcom Beverages Limited (PepsiCo Bangladesh): the core branding-marketing campaigns & market leading strategy of Transcom Beverages

Abstract

This report is an overview of a 12-week long internship experience at Transcom Beverages Ltd. Transcom Beverages Ltd. is one of the largest FMCG Company in Bangladesh. It is the franchisor of PepsiCo in Bangladesh since 2000. It has maintained a good reputation and holds a position as one of the top beverage brands in Bangladesh. As a marketing intern, I assisted my supervisor in a wide range of tasks. I assisted the branding team in making TVC, campaign planning and giving feedback on storyboards. Moreover, I communicated with different agencies to ensure the delivery of required creatives and material on time. I worked closely and assisted the branding team in execution of the Pepsi Fizz campaign and 7Up Ramadan campaign. The marketing team gets a big amount of budget every year to launch different campaign and TVCs. The main brands of PepsiCo Bangladesh are pepsi, 7up, mirinda, mountain dew and Aquafina. Among all these brands, 7up gets the highest allocated budget. The main reason is, 7up is the highest selling beverage in Bangladesh. As a result, 7up generates most of the revenue for the company. Thence, 7up is given the most priority and is more focused brand for the marketing team. The marketing team along with all other department works together to develop a strategy with a definite budget. Following that, the implementation of the strategy is done accordingly. Furthermore, the results and sales volume are also evaluated by the marketing team with the assist of sales team. Finally, the outcomes are presented to the executive director and PepsiCo India. This report gives an overall picture of the company’s structure and work procedures. Transcom Beverages Ltd. has different departments. Marketing is one of the largest departments within the organization. The branding team within this marketing department plays the key role in running communication and promotional activities. This report mainly focuses on the operations and activities of the branding team. The report also discusses my learning and reflection throughout the internship period.