Jack Fruits juice” in Bangladesh A Marketing Plan of “ Jack
Executive Summary Bangladesh is a land of fertile. Here different types of fruits are grown. Among them Jack Fruits is one of the most testy and nutrias fruits. In this country there are different types of juice are being marketed by different companies. But Jack Fruits is unexplored unexp lored area of juice production in Bangladesh. o we ha!e decided to produce juice by Jack Fruits and want to capture the unexplored market of juice. "his assignments an assigned job as a partial fulfillment of course re#uirement by honorable $ourse teacher Md. Ashaduzzaman , Assistant Professor %ept. of &arketing' Faculty of Business Administration. I would like to introduce this product with a !ision of achie!ing the top position in the juice market in future. (eeping this perspecti!e in mind the product will be produced in Bangladesh and the raw materials will be collected within the country because in Bangladesh Jackfruit is grown in about ).*+ million acres of land. Juice is a!ailable in the market but it is processed and sold in the open place without maintaining hygienic en!ironment and it is not preferred by all. Jackfruit” t” in caned package targeting the For this reason' the company introduces the “Juice of Jackfrui
middle class and upper middle class people. "he company will first introduce the product “Juice of Jackfruit” in di!isional di!isional markets of Bangladesh Bangladesh as test marketing. marketing. In progress progress it will follow
intens intensi!e i!e distri distribut bution ion and carry carry large large scale scale ad!ert ad!ertisi ising' ng' consum consumer er promot promotion ion'' and trade trade promotion. $urrent &arket of juice is !ery competiti!e. ,arge numbers of local companies are operating in this market. Besides those companies' many new companies are also to enter into the market. &arket si-e is approximately "k. +)) million. Juice market is growing at the rate of /)0 per year. &arket of this product is urban' semi1urban and also rural oriented. It is relati!ely a slow mo!ing product. “Juice of Jackfruit” is expecting market share /)0 within fi!e years. It is expected to increase sales o!er the next few years because the market is expanding.
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New Product 2ew product is Jack fruits juice in Bangladesh. 1. Product Descrition
Jack Fruit Fruit Jackfruit is a large' large' o!al1shaped o!al1shaped tropical tropical fruit that resembles resembles durian durian but but is usually larger. It is considered as the largest fruit growing from a tree' reaching 3) lbs or +4 kg in weight. "he fruit is enclosed by a thick' spiky green to yellow skin5shell that co!ers clusters of fruit parts that each contains a single seed.
cientifica cientifically lly called called Artocarpus heterophyllus, this fruit belongs to the plant family Moraceae. family Moraceae. Jackfruit has a delicate sweet and pungent pung ent taste that also depends on the !ariety. Jackfruit trees are tall that grow +)16) ft high' with e!ergreen' glossy' o!al1shaped or oblong lea!es. "he fruit' when ripe' usually releases a strong odor which some people like and some don7t.
Origin and Distribution Jackfruit trees grow in a warm' tropical climate. It originates from Indian subcontinent and Asian mainland. Jackfruit has been commonly culti!ated throughout India' Burma' $eylon' outhern $hina' &alaya' 8ast Indies and in the 9hilippines. ,ater' it spread to western countries like Jamaica and Florida where jackfruit trees are now common. Although there are only a few jackfruit trees in outh Florida' these are gi!en a huge importance by : %epartment of Agriculture. In Asia' jackfruits ripen during the months of &arch to June' April to eptember' or June to August' depending on the climate region.
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1.1 Product Portraya!
;Jackfruit juice7 is a product that ser!e different segment of customer. "he product characteristic is that make “Jackfruit juice” unique relative to competitorsfall into following important areas: •
•
This is the unique juice in the market in packaged form.
•
It oers full natural juice.
•
Price is relativel low according to its qualit.
•
It cools the lever and safe the lever from other de!ases.
Uniue taste and con!enience. The compan oer high qualit. "ualit issue is the main Pod#s of our “Jackfruit juice”. The compan takes several steps to maintain high qualit. These are:
•
It collects juice from good qualit sugarcane.
•
It uses modern technolog to re$ne it.
•
The compan use chemical to preserve the qualit for long time.
•
"ackaging. “Jackfruit juice” is introduced in high-value packaging graphics that conve the unique, high qualit product. The packaging include: %imple packet design. &igh qualit graphics are used in the packet design. 'ttractive in looking.
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1." Product Profi!e Name of the Product # Jack $ruits Juice
Type of Product < Juice of Jack Fruits Estimated Durability: 09 Months from date of manufactured Machinery used < Ad!anced technology imported from :A' :( and $hina
(verall, the compan of “Jackfruit juice” $rand the slogan is- )*eal Test of +esi uice
%ate&ories of roducts# "here are * si-e of juice we are proposed for lancing. "hey are< Junior Juice 9ack =/)ml> 2ormal 9ack=?)ml> $ontemptible 9ack =?))ml> Family 9ack=/ltr>
Family pack
2ormal pack
junior pack
'aw materia!s of (uice# "he main raw material for our juice is fresh Jack Fruits. "he other materials are<
Jack Fruits @ater sugar anthan um $itric Acid Citamin A Citamin $ odium Ben-oate
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Appro!ed 9reser!ati!es 2atural Identical Jack Fruits Fla!or
&he Juice in Jack fruits Jackfruits' like any other fruits' are nutritionally rich and ha!e antioxidant in them. "heir juice has been traditionally used to help treat asthma' ulcers' skin problems' and hypertension and to fight certain types of cancers. "he juice is also belie!ed to help get rid of other body problems like jaundice' indigestion' pneumonia and hypoglycemia. "he $hinese ha!e also considered jackfruit to impro!e longe!ity.
If you7re planning to do some juicing' make sure you pick out fresh jackfruits that ha!e golden colors inside.
'utrition (acts of )a* Jackfruit Per 1)) &
8nergy< D* ($A, $arbohydrates< *.)/ g 9rotein< /.*6 g "otal Fat< ).+ g $holesterol<)mg %ietary Fiber < /.4 g
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*itamins
Folates< /* Eg 2iacines< ). * mg "hiamine< ).)+ mg ibofla!in< ).// mg Citamin A< D6 I: Citamin $< 4.6 mg Minera!s+E!ectro!ytes
odium< + mg 9otassium< +)+ mg $alcium< +*mg Iron< ).4 mg &agnesium< +6 mg 9hosphorus< +4 mg Ginc<).* mg Jackfruits are !ery good sources of Citamins A' $' potassium and calcium as well as other minerals.
". Market 'esearc, and Ana!ysis
%uring the initial phase of the marketing plan de!elopment' se!eral focus groups were held to gain insight into prospecti!e customers. "hese focus groups pro!ided helpful insight into the decision making processes. An additional source of dynamic market research is a feedback mechanism based on a suggestion card system. "he suggestion card has se!eral statements that customers are asked to rate in terms of a gi!en scale. "here are also se!eral open ended #uestions that allow the customer to freely offer constructi!e criticism or praise. "he Jack Fruits juice
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will work hard to implement reasonable suggestions in order to impro!e their ser!ice offerings' as well as show its commitment to the customer that their suggestions are !alued.
".1 Market Descrition
&arketing positions of “Jackfruit juice” are primarily aimed at increasing market share and establish the brand more dynamically. "o implement the strategy we considered a uni#ue product strategy and an extensi!e promotional strategy. 9roper packaging' positioning' pricing and distribution strategy will also assist us to ex ecute our strategy. "." Market Se&mentation and -ar&etin& Market Se&ments
@e ha!e obser!ed and analy-ed the market and based on the nature of the market we segmented the market in the following sectors< A market segment is a group of people or organi-ations sharing one or more characteristics that cause them to ha!e similar product and or ser!ice needs. A market segment is a group of people or organi-ations sharing one or more characteristics that cause them to ha!e similar product and ser!ice needs. @e segmented our market according to the basis of age' income' weight.
TARGET MARKET
-eograhic /egmentation ountr
/angladesh.
+ensit
0r!an, %u!ur!an, *ural.
Demograhic 'ge
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'!ove 1 ears
Income
'!ove Tk. 23333.
"schograhic %ocial lass
0pper-4iddle income group
5ife %tle
The consume it for dierent taste and healthiness.
$eha!iora (ccasion
*egular, %pecial (ccasion
/ene$ts
&ealthiness, 6nergetic
0ser %tatus
Potential
-ar&et market and ro(ections#
A marketer can rarely satisfy e!eryone. 2ot e!eryone likes the same thing. "herefore marketers start by di!iding up the market into segments. "hey identify and profile distinct group of buyers who might prefer or re#uire !arying product and ser!ice mixes by examining demographic psychographic' geographic' technological and beha!ioral differences among buyer. "hen the marketer designed which segments present the greatest opportunities' which are its "arget markets. @e ha!e segmented our total local market into * parts according to the consumers7 affordability' and our main target is to enter into this segmented market and satisfy all the consumers. Kur target market is total local market. -ar&et Market#
Health $onscious /0 Sick eo!e -ourist 4
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23 2
5enera! eo!e 1"
@e separate our target market into four different segment based on their geographic' demographic' psychographic and beha!ioral characteristics. 6ea!t, conscious# Health conscious people basically the sports person are one of our largest target markets. In this segment' we get a lot of potential customer. Kne third of our total population is young. "his is a significant number that we ha!e to concern about them and pro!ide product' which is fit for them..
4eath $ene5ts of Drinking Jack fruit Juice6
•
Because jackfruit is !ery rich in potassium' it is good for the heart and has been pro!en to regulate blood pressure.
•
It contains incredible amounts of Citamin A' hence' drinking jackfruit juice on a regular basis offers healthy' younger1looking skin and better eyesight e!en as we age.
•
It is also an excellent source of calcium' which means it helps our bones grow stronger.
•
Its fiber content helps in the pre!ention and cure of indigestions and ulcers.
•
aw jackfruit and Jackfruit juice has been pro!en to help people with asthma.
Sick eo!e# ick people are one of our major considerations. &ore than / million children suffer from nutrition7s and lack of foods #uality that why need juice. 2ot only child but also the adult might suffer from those types of problems. -ourists# 8!ery year a huge number of tourists !isit Bangladesh. @e want to pro!ide them with Jack Fruits juice. &any $ountries tourist and foreigner if get the test they may get the real desi juice in Bangladesh. 5enera! %ustomers# Besides the abo!e segments' the general customers will ac#uire a significant portion of our target market. Market Needs#
Jack Fruits Juice wants to satisfy its customers need. "hat7s why it is important to identify the market needs. Kur first consideration is to pro!ide the best product to its customers. "hat7s why we offer three different si-es of bottle with different prices for its different segment of customers. Junior Juice 9ack =/)ml>
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2ormal 9ack=?)ml> $ontemptible 9ack =?))ml> Family 9ack=/ltr>
Pack Size
Mode Of packaging
Cartoon Size
2.5 p
Family
6 Pcs
2p
Big
12 Pcs
1.500 p
medium
24 Pcs
0.700p
small
48 Pcs
0.250 p
small
48 Pcs
8A)9:& /;<: &arket si-e is approximately "k +)) mi!!ion. Juice market is growing at the rate of /)0 per year. &arket of this product is urban' semi1urban and also rural oriented. It is relati!ely a slow mo!ing product. •
MA'7E- S6A'E
A comparati!e analysis of the major competitors market share =ource< $ontainer upplier estimated> is gi!en below<
4arket %hare
$rand
8ajor cometing roducts
8arket share = in 2>>+? 2>>,@
urrent market ositions
'46
4ango juice
789
4arket follower
P*'
6gg juice
229
4arket leader
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%6;'
4ango juice, 6gg uice
7<9
4arket follower
=u->ang
4ango juice
739
4arket follower
%T'* %&IP
4ango juice
7<9
4arket challenger
It is evident from the a!ove given facts that the juice industr is faced with acute competition due to the reason that this industries getting saturated da ! da. Though our product does not face direct competition with those a!ove given !rands, !ut the relationship is some what complementar.
“Juice of Jackfruit” is e?pecting market share 739 within $ve ears of juice market. It is e?pected to increase sales over the ne?t few ears !ecause the market is e?panding. The primar !uers are upper middle income group, aged a!ove 1 ears, who are conscious a!out their health. The product is also sold through the open vendor without an packaging. 's it is processed and sold in the open place without maintaining hgienic environment, it is not preferred ! all. =or this reason the “Jackfruit juice” in !o? package has a large potential market. 4arket si@e of /randed uice in 2373
:Tk.23 million
4arket growth rate Aper annumB
: 739
Jackfruit juice #s e?pected share 6?pected market si@e
: 739 :Tk. <23 million
"./ %ometitive Ana!ysis
$urrent &arket of juice is !ery competiti!e. ,arge numbers of local companies are operating in this market. Besides those companies' many new companies are also ready to enter into the market. Among those companies only a few are holding the majority of the market share. &ajor players are also trying to expand their product range in this market to tab different market segment.
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"./.1 S89- ana!ysis#
Strength •
0nique Product
•
&igh "ualit
•
'vaila!ilit of raw materials
•
5ow price of raw materials
•
atural and "he 9roduct has a great nutritional !alue.
•
@ell distributional channel.
•
killed management system'
Weakness •
5ongevit A7 monthsB
•
5ack of storage facilit for sugarcane
•
5ong lead time reduces the juiciness of sugarcane.
•
lack of experience
•
hortage of capital
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•
mall scale production
Opportunity •
&uge potential market
•
Covernment support
•
=avora!le pu!lic attitude
•
(pportunit to e?port.
•
High demand
•
A de!eloping market
•
A market !acated by ineffecti!e competitor
•
Fa!orable go!ernment rules and regulations
&hreats •
%trong competition from •
•
•
6?isting juice compan and trong competitor
Jackfruit juice which sole in open vendor market
Covernment regulation •
Ta? imposes- /ecause this juice is a new item in the market, the government ma impose high ta?.
•
ew law regarding food marketing
•
>eak infrastructure
•
Pu!lic unconsciousness a!out the food value of Jackfruit juice
•
Political insta!ilit
•
5ack of su!sidies and 9rice wars with competitors
Distinct %ometency#
"hese companies can try to entrance our market by launching new product lines to compete us. Let' we ha!e distinct competiti!e ad!antage. "hat is our product is still brand new. "he other companies will take sometimes to enter into the market. "ill then we can ha!e a monopoly market condition. "he other ad!antage that we ha!e is lower price. @e will sell products in reasonably lower price than other competitors do.
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Strate&ies a&ainst cometitors#
"o compete with the major competitors we can adopt the following measures< 9ro!iding the best ser!ice to create high customer satisfaction and discount easonable and acceptable pricing and gi!e pri-e offering of limited time 9romising and pro!iding top #uality product ,aunching highly effecti!e mass promotional acti!ities $reating Brand ,oyalty among the target consumers +. &arket 9lan /. Pricin& Strate&ies
@e ha!e decided to set a reasonable price for our product when we will de!elop it. @e considered many factors in setting the pricing policy. @e will describe a six1step procedure< 9ricing strategies are most important stage in marketing mix. As we are going to launch a new product in the market' we do not ha!e any idea whether the price would be accepted or not by the customers. If we select extensi!ely high price' customers will not buy and !olume of sales will be !ery low. Kn the other hand setting lower price will not co!er our costs. o we ha!e to consider the following things in selecting price. Accetance of roduct#
As our product faces competition against different types of juice' price of our product should be accepted by customers. @e will keep reasonable price and pro!ide #uality product for customers7 acceptance. Maintainin& market s,are#
If our product is accepted by customers in near future' more competitors will enter in the market. o our price should be such that can protect our market share in the competition. &oreo!er we will need to lower the price to hold the market share at the time of competition.
Earnin& rofit#
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Kur main objecti!es are to earn profit. o we should not set any price that will not co!er the reasonable cost of the product. After co!ering the cost we set a profit margin for our pricing. @e ha!e followed appropriate costing method and then set up the price logically by following the proper pricing system
Pricin& system 9roduct name
9rime cost
Cariabl e cost
Fixed K!erh eads
9er prof &ar :nit it gin "ota l $ost
elling 9rice5u nit
etailer s selling price
Junior Jack juice= /)ml>
Fruits *
+.6?
).?
3
?0
/)
/+
Jack juice=?)ml>
Fruits D
?.?
).?
/*.?
.?
/60
/6
)
Jack juice=?))ml>
Fruits /D
D.6?
).?
D
+
/)0
+
+4
juice +D
/?.?
).?
?*.?
?.?
/)0
4)
4?
Jack Fruits =/liter>
/.1.1. Settin& t,e ricin& o:(ectives#
>e know that in “Jackfruit juice” current market is sold in unhealth condition. %o the original food value of “Jackfruit juice” is destroed. / considering the situation the compan wants to give the consumer the juice in health format. That#s wh the compan introduces the ackfruit juice in packet. %ince the compan enters into the juice market which alread has enough competitors, the compan follows the competitive pricing strateg. 6arn an annual rate of return on investment of 73 9 after ta?es
over the ne?t $ve ears.
To achieve !reak even quantit within two ears.
'chieve $fth ear total sales revenue of tk. <23 million !ased on average price of per 213 mg.
/.1.". Determinin& Demand#
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8ach price will lead to different le!el of demand and therefore ha!e a different impact on company7s marketing objecti!es.
/.1./. Estimatin& costs#
@e ha!e estimated the cost and want to charge a price that co!ers the cost of production' distribution and selling the product' including a fair return for its effort and risk. /.1.2. -yes of cost and !eve! of roduction#
"here are two types of cost< a> fixed and b> !ariable. In our new product de!elopment project fixed cost is +'))'))'))) taka. Fixed cost includes1 machinery' monthly bills' and salaries of employees and so on' regardless of output. "here are some !ariable costs like1cost of bottle' packaging and so on. "hese costs tend to be constant per unit production. @e ha!e estimated that per unit !ariable cost is "k. 6.+ for ?) ml' "k. /*.4 for ?)) ml and "k. 3 for / litre. /.1.;. Ana!y
rices and offer#
@e ha!e analy-ed our competitors7 price and found that 9ran charges tk./) for ?) ml bottle' tarship charges tk. / for ?) ml 9ac. /.1.0. Se!ectin& a ricin& met,od#
@e ha!e chosen the target costing method to set price for our productM pricing that starts with an ideal selling price based on customer considerations' then target cost will ensure that the price is met.
Price Structure of Competitors 8)"
"ack size juice
A8:
")A'
(u?Bang
/:
7133 pound
D3.33
D1
83
-
-
7333 p
E1.33
EF
13
-
-
133 p
21.33
<3
<2
<3
-
<33 p
78.33
7F
7F
7F
23
="acket@
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213 p
7E.33
71
71
71
7D
< 9rice tructure ““Jackfruit juice”” for $hannel &embers<
'/;
CA&
Distributors "rice =;ncuding !at@
2.1p
Tk E2
Tk.8.F2
Tk.EG.F2
Tk.1<.33
Tk D3.33
2p
Tk <2
Tk.1.FD
Tk.<8.FD
Tk.E7.33
Tk E1.33
7p
TH 78
Tk.<.2D
Tk.23.2D
Tk.22.33
Tk 21.33
3.833 p
TH 72
Tk.2.27
Tk.7E.27
Tk.71.33
Tk 78.33
3.213 p
TH 73
Tk.7.F2
Tk.77.F2
Tk.72.13
Tk 7E.33
"ack size
)etaie rs "rice
8)"
Promotiona! Strate&ies#
Kur ad!ertising and promotions will pi!ot around fi!e key strategies. (ey programs includes In1 store demonstration' coupons' premium' discount' patronage reward' presentation gi!ing' "C Ad!ertisement' adio Ad!ertisement' outdoor ad!ertisement' press ad!ertising' consumer o ffers.
Promotiona! activity# @e make promotional acti!ities for our product in different school' college' !arious #uicompetitions' debates' and so on. Ad!ertisements will be gi!en in tele!ision' radio' internet' maga-ine' newspapers' and billboards. Ad!ertising themes will be changed with time and promotional acti!ity will be carried out to generate the consumer. In different occasion we will open special sales center where attracti!e point of purchase display would be arranged to create positi!e image in consumer7s mind. @e will pro!ide different incenti!e to our distributor. @e will sponsor !arious cultural programs' national occasions' eligion festi!al' other important day=s>. uch as 9hahela Baishak =Happy Bangla 2ew Lear>M 8id N:l1 Fitar' 8id N:, NA-ha' Friendship day' world Health day' @orld $hild %ay ect
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@e will sponsor some health related campaigns.
/.".1 Advertisin&#
@e initially will gi!e more emphasis on paper ads and "C commercials. Because' ad!ertising through these media is the most effecti!e way to reach the customers and position our product in their mind. @e are anticipating that this will ha!e a massi!e impact on the teenagers and other enthusiasts. Few neon signs and bill boards of Jack Fruits juice also can be set up in some core points of the city. @e hope to reach 6?0 of our customers through effecti!e ad!ertising. o
&C Ad!ertisement: Television is the most eective to create !rand awareness. 'll the premium !rands of juice are presentl focusing through electronic media campaign like /T. T, 'T, &'65- I are the most popular T hannel in /angladesh. %o, it is o!vious for us to choose the T advertisement as the prime options according to the !udget and the promotional e?penditure availa!le for the quarter, we will prepare our media planning. “Jackfruit juice” media planning will also include the selection of right program, at the right time for the right group of viewers.
o
)adio Ad!ertisementE ' huge num!er of our targeted consumers are rural !ased where radio coverage and listeners are large in num!er. %ome of the special sponsored programs will !e developed focusing the stories of our !rand. %ome new private radio station- radio T(+'J, radio =0*TI, radio '4'*, radio '/ is also !ecoming popular in ur!an area. %o this media cannot !e ignored.
o
Outdoor Ad!ertisementE >e plan to have an e?citing, informative, and activel managed outdoor advertisement. There will !e wall painting all around the countr.
o
"ress Ad!ertisingE >e will undertake a considera!le amount A!ased on promotional e?penditureB of press advertising in order to advertise our special promotion like consumer oer and to enhance our !rand image activel. 4ore often our targeted potential consumers go through dail
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newspapersK the more likel the are inspired to our !rand when the have a need for our tpe of free oer. /."." Persona! Se!!in&# treet Hawkers and small si-e shop we can sell them at a initial
stage."hough personal selling skill is not that much effecti!e for con!enient products like Jack Fruits juice' we will inspire and train the sales persons of the retail stores to con!ince people to buy our product when they will come to buy any drinks item. "he sales persons will inform the consumers about the cool refreshing taste of Jack Fruits and about the nutritious aspects. @e hope that will play a significant role to increase our sales. /."./ Promotiona! -oo!s# Co n s u me r P r o mo t i o n
•
ouonsE oupons certif that we will give !uers a savings when the purchase speci$ed products. To generate trial and repeat purchase of the product, coupon will !e distri!uted in man was: In dail newspaper inserts: Inserts are highl read and for this we will use it. It will help us a lot to generate awareness. +irect-mail coupon: Those customers that $t the demographics descri!ed a!ove will mail coupons. This will likel to !e an eLcient promotion due to greater audience selectivit.
o
"remiumE The ompan will oer goods as premium either free or at low cost as an incentive to !u the products.
o
"atronage re*ardE %ometimes the compan will oer cash or other rewards for the regular purchase of the products.
o
-i!ing resentationsE The ompan will give presentations like tos, mugs. =or the retailer the compan gives e?tra incentive like T-shirt, *adio, Towels, wall clocks etc.
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o
;n?store demonstrationE In-store demonstration will !e conducted to give consumers a chance to tr “Jackfruit juice”. +emonstration will !e conducted regularl in all markets to increase awareness and trial purchase.
Pu:!ic 'e!ations#
Kn !arity type of occasion like on 8id day' 9uja' $hristmas day we can celebrate band party. @e ha!e future plans to hold seminars' commit social de!elopment' supporting social acti!ities' to arrange cultural functions and mobile game shows for p ublicity purpose.
Distri:ution %,anne!
In generally there are different types of marketing distribution system. $onsumers are able to bu y the products from different market place. All these distribution strategies are consists of producer' wholesaler' retailer' and finally to the consumer. "here are mainly four types of marketing distribution channel< /. $on!entional &arketing channel . Certical marketing channel +. Hori-ontal &arketing channel *. Hybrid &arketing channel @e select the con!entional marketing channel to distribute our product. Kur juice will be distributed by the specified distributor which will be selected by the company. "he selected distributor will supply the juice product to the wholesaler and also to the retailer and the consumer will collect the product from the retailers. "here are three types of distribution strategies< /. electi!e distribution . Intensi!e distribution +. 8xclusi!e distribution @e choose the intensi!e distribution for our product. @e will supply our product all o!er the country on the basis of our product demand so that the consumer can get the product easily. "he distribution channel is gi!en below< Kur firm
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Final consumer etailers @holesaler Authori-ed dealer Kr' •
(ur distri!ution channel:
"roduction ant Distributor
)etaier
onsumer
Services and warranties
For long term relationship we ha!e to pro!ide best product for the customer .As we are targeting to the top most customer satisfaction and building long1term customer relationships' there is no alternati!e for us rather than pro!iding top #uality ser!ice. i!ing the customers timely and instant #uality ser!ice is our primary concern.. @e will collect information' suggestions' ideas and opinions of the customers through these centers and will inno!ate and modify our product accordingly. @e also will change any defected product. 2. Manufacturin& and 9erations 2.1 ?ocations
,ocation analysis is !ery much important for the business enterprise. @e want to establish our production plant in upgang' 2arayanjang' %haka. "here are some reasons for selecting the upgo ng our plant location are gi!en below< upply of electricity is a!ailable. upply of gas is a!ailable. ,aw order situation is well enough. Financial institutions are a!ailable in upgang that7s why the transaction of money is !ery easy. "ransportation system is !ery good 2." 6uman 'esource
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"he board of directors will be responsible for the recruiting acti!ities. ecruiting will be done through written tests followed by inter!iews. ,abor=Human esource> is an important element in manufacturing process. o supply of labor' @age of labor is important factors .supply of both skilled non skilled labor is a!ailable in upgang. @e try to collect skilled labor among them. @e will pro!ide a handsome salary to our labor 2./ -ec,no!o&ica! Asects Machineries used in production:
@e will use different machineries in our production plant to make our production process speedy easy. Here we mention some name of machines which is used in our production plant<
Juice extortion machine 9asteuri-er machine "he juice mixing &achine Bottle washing' filling' machine ;. $inancia! Ana!ysis and Documentation
For the first few years it would be !ery hard for us to perform marketing acti!ities because' our targeted consumers are not aware about our product or our brand. o for the first few years we ha!e to spend a lot for the marketing acti!ities of our product. For the first + years for marketing and promotional acti!ities we plan to expense /?))))) taka. ;.1 Sa!es $orecastin&
"he following "able and graph show our expected sales for the coming fi!e years< 8xpected ales=9er year>
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22 | P a g e
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%onc!usion A marketing plan is a plan which outlines a companyPs o!erall marketing efforts and marketing plan may be a part of an o!erall business plan. Building a new brand or product needs huge promotional acti!ities. "o introduce a completely new product or brand it needs effecti!e and future oriented se#uential steps. In case of this plan all the necessary steps has been outlined in a systematic manner. "he things shown are designed in such a way that is able to grab the attention of the present customers of other products.
'eference /. 8ntrepreneurship %e!elopment 2a-rulislam' &uhammad G &amun
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. (otler. 9' (eller.(. ,' &arketing management' //th 8dition +. itman. J. ,awerance' &anagerial Finance' /)th' 8dition *. (otler.9 Armstrong' 9rinciple of &arketing' //th 8dition ?. 8ssential of Business 8n!iourment' k Aswathappa' 6th edition
8e:site
/. www.bplan.com . www.scribd .com +. www.tatamcgrawhill.com
%. http:MM!!areport.!logspot.comM2372M3FMa-marketing-plan-of-ack =ruits-juice.html
1. http:MMwww.juice!ene$ts.netMjackfruitM!est-jackfruits-for-jackfruit-juice-and-how-tochoose-them D. http:MMNavorsof!ra@[email protected] 8. http:MMwww.!lendwithspices.comM2377M38Mjack-fruit-milkshake.html F. https:MMwww.outu!e.comMwatchOv%%I%sEF/I G. http:MMindosungod.!logspot.comM237r5Ev!ar2Tg'&Rved3/E"s'" 77.http:MMwww.juice!ene$ts.netMjackfruit 72.http:MMinternshipreport!d.!logspot.comM2372M38Mi!a-assignment-report-on-newproduct.html
Appendix i: Availabilit of jackfruit in different countrie! 2% | P a g e
Countrie! Australia Banglades! Bra"il (&l&m'ia *ndia *nd&nesia Jamaica +enya #alaysia P!ilippines ,ri -ana !ailand ganda ,A 3Fl&rida an"i'ar ,&urce ,&epadm&$ 2010 (rane et al., 201
2+ | P a g e
Main !ea!on"!# of availabilit JuneApril JuneAugust January#arc!$ August%ct&'er January)ecem'er AprilJuly AugustJanuary JanuaryJuly June%ct&'er AprilAugust$ ,eptem'er)ecem'er #arc!August Fe'ruary/&em'er January#ay$ %ct&'er)ecem'er January)ecem'er #ayAugust$ ,eptem'er%ct&'er June)ecem'er
