Market Review: Our company`s consists male and female of all ages who want to have a new flavor of juice and also want to have different features. We next discuss a table in the plan, highlights the needs and demands of targeted customers. First we launch sugarcane juice in Faisalabad city. We made a survey in the whole of Faisalabad and the demand of such type of product is too much high in the summer season. After After this we have a plan plan to deliver the product in the other cities. We assumed that our juice will easily prevail in the whole maret. !t is only because our " product covers all the customer needs. Our mission stat statem ement ent will will crea create te comp comple lete te and and effe effect ctiv ivee posi positi tion onin ing. g. We will will intr introd oduc ucee our our prod produc uctt in summ summer er seaso season. n. We are are a prof profit it orie orient nted ed company as others are, but in starting we have to minimi#e the sale price. For this purpose we have to reduce the cost price first. $efore minimi#ing the cost we also have to study customer mind. When we identify the customer need then we must provide the %uality product by building a standard with the minimum cost&
Market segmentation: First of all we are introducing our product in big cities Faisalabad. First we will mae segments of this city. We will mae each segment on such basis.
". (. *. .
'eog 'eogra raph phic ic )emo )emogr grap aphi hicc +sych +sychog ogra raph phic ic $eha $ehavi vior oral al
Geographic segmentation:
"
!n geog geogra raph phic ic segm segmen enta tati tion on we will will divi divide de the the city city into into diff differ eren entt segments according to Areas, -egions, and arets. First of all we made the division in Faisalabad city in different segments lie, adina town, illat chow, nishat abad, and /amanabad. With this segmentation we can easily understand the 0eeds, Wants, and )emands of the people of Faisalabad. With the help of a short survey we finali#ed this decision. We made a %uestionnaire for the general public. !t was the only tool for us to now the people that what they want1
Demographic Segmentation: !n )emographic segmentation we will divide people according to their their ages and life cycle. We will will divide our customers customers regarding regarding .their ages as teenagers, twenty five plus, thirty five plus, and so on
Age Groups: •
"23( years
•
(4 5* years
•
*43 years
•
Above 4 years
Gender segmentation: We need not to mae the search on gender segmentation because our juice is for both male and female.
Income Segmentation: 6hrough the income segmentation we divide the people into different levels of groups regarding their income. /uch lie • •
$elow then "4777 Above then "4777
Psychographic Segmentation:
(
!n geog geogra raph phic ic segm segmen enta tati tion on we will will divi divide de the the city city into into diff differ eren entt segments according to Areas, -egions, and arets. First of all we made the division in Faisalabad city in different segments lie, adina town, illat chow, nishat abad, and /amanabad. With this segmentation we can easily understand the 0eeds, Wants, and )emands of the people of Faisalabad. With the help of a short survey we finali#ed this decision. We made a %uestionnaire for the general public. !t was the only tool for us to now the people that what they want1
Demographic Segmentation: !n )emographic segmentation we will divide people according to their their ages and life cycle. We will will divide our customers customers regarding regarding .their ages as teenagers, twenty five plus, thirty five plus, and so on
Age Groups: •
"23( years
•
(4 5* years
•
*43 years
•
Above 4 years
Gender segmentation: We need not to mae the search on gender segmentation because our juice is for both male and female.
Income Segmentation: 6hrough the income segmentation we divide the people into different levels of groups regarding their income. /uch lie • •
$elow then "4777 Above then "4777
Psychographic Segmentation:
(
6o analy#e the psyche of the people of Faisalabad we divide them in social class, 8ifestyle, and +ersonality. According to the social class the available types in Faisalabad are three which are
• • •
9pper class iddle class 8ower class
For maing the best mareting structure we set a reasonable price which suits all types of social classes in Faisalabad.
Behavioral Segmentation: $ehav $ehavio ioral ral segm segmen enta tati tion on divi divide dess buye buyers rs into into group groups, s, base based d on thei their r :nowledge, Attitude, 9ses, or -esponses to a product. We also believe lie many mareters that behavior variables are the best starting point for building the best maret segmentation. !n Faisalabad we see the behaviors of the people with the help of the %uestionnaire. After filling the %uestionnaire we easily determine the values lie Occasions, $enefits, 9ser /tatus, 9ser -ates, and Attitude towards the product.
Product Review: ompany !ame: -9/3/!+
Product !ame:" -us3sip
Introduction: Our product is sugarcane juice in tetra pac pacaging. /ugarcane juice is widely used in summer season because it is good in taste and low in cost. !n +aistan no company has launched sugar cane juice till now in tetra pac. /o we have decided to launch a sugar cane juice because sugar
*
cane juice is naturally sweet, so it can be sold with a little additional processing we can mae flavors also as a lime juice, and orange juice.
#evels o$ product:
tcudorP fo sleveL tifeneb tcudorP tcudorP
ore Bene$it: ;ore benefit of our product are flavor, and good for health.
Actual Product: /ugar cane juice is actually the juice of summer season and use for the purposes defined before.
%eatures: !t has direct effect on digestive system and it contains nutrients which are healthful for life". !t strengthens the stomach, idneys, heart, eyes, and brain and sex organs.
Brand !ame:
"
We launch a new product in the maret and with the help of this product we establish our business. We don
&uality #evel: We made the best %uality product. its because it is a new product and also for getting more and more response, and to gain the best level of goodwill in Faisalabad. !t is a valuable juice for all ind of people living in Faisalabad.
Design: ;olor of our juice is natural and we provide the juice in tetra pac.
4
Packaging: +acing of juice it lie
=
'ype o$ Product: $asically sugar cane juice convenient good. 8ess buying effort is re%uired to purchase this product. !t is our product which will be available at general stores, )epartmental stores, and super marets.
ompetitive Review: Increase in competition
6here is large competition in juices maret
ompetition (verview: Indirect ompetitors
>6he indirect competitors of our +roduct are •
•
•
/he#an ?ango, +unch, Orange, Apple.@ 0estle ? chounsa , guava, grapes nectar@ ;oca cola ?pulpy orange@
$ut we are not competing our product with them because they are the competitors of the uice maret and they are only providing the different .flavor juices but not the sugarcane juice
2
Indirect ompetitive analysis: 6he indirect ;ompetitive framewor of juice and their companies is& %ramwor k (verall Market Share
B2
B(C
Price in Rs
Si+e in GM
(
*77
=7
477
"77
"777
(
*77
=7
477
"77
"777
(
*77
=7
477
"77
"777
(
*77
=7
477
"77
"777
(
*77
=7
477
"77
"777
4
*77
24
477
"(7
"777
4
*77
24
477
"(7
"777
4
*77
24
477
"(7
"777
4
*77
24
477
"(7
"777
Product *lass
ategory
.ar and Balti
Paste ,sauce-
Indirect competitive
Product !ame
ompany ) Brand !ame
'omato
She+an
.ar and Balti
Paste ,sauce-
Garlic
.ar and Balti
Paste ,sauce-
hili
.ar and Balti
Paste ,sauce-
'omato /hili
.ar and Balti
Paste ,sauce-
Mi0ed
.ar and Balti
Paste ,sauce-
'omato
.ar and Balti
Paste ,sauce-
Garlic
.ar and Balti
Paste ,sauce-
.ar and Balti
Paste ,sauce-
!ational sauces
hili
Mi0ed
D
Indirect ompetitor1s Pro$ile: Shezan International Limited
6he /he#an !nternational 8imited was incorporated on ay *7, "C= as a +rivate 8imited ;ompany. /he#an !nternational 8imited was conceived as a joint venture by the /hahnawa# 'roup, +aistan and Alliance !ndustrial )evelopment ;orporation, 9./.A. in "C=. /he#an is the largest food processing unit having developed and installed the capacity to meet the countryEs local as well as export needs. !n "C2", /hahnawa# group purchased all the shares of Alliance !ndustrial )evelopment ;orporation with the permission of the 'overnment of +aistan. !n "CD73 D" a separate unit was installed in :arachi which now caters for :arachi, ./ind and export demand A bottle filling plant was set in "CD* in 8ahore, +unjab. An independent 6etra $ri plant was commissioned in "CD2.!n the year "CC7 it was decided to install a juice factory at the attar in 0orth West Frontier +rovince of +aistan. /he#an !nternationalEs ead Office 8ocated in 8ahore, +aistan. !n ;anada, 6arget Foods, is the authori#ed distributor for all /he#an +roducts. 6he items they are producing now adays are G .uices G /auces G ;hutneys G /yrups G /%uashes
Distri2ution Review: )istribution means to distribute the product through different channels. Hxtension is in the nature of every business. For extending a business we use some channels to distribute the juice. ostly this cycle is used for the distribution of the product. ostly companies changed their strategies day by day due to development of distribution channels. 6hese days all the well dressed organi#ations adopted the distribution channels.
C
#
Manufactu re
Consumer
Distribut ion Review
Distribute r
Wholesell er & Retail
!n ;onclusion to this for a successful business we determine some standards to mae a very right decision. 0ot all, but some of them are as follows&
"7
• • • •
ow far the customers are1 6he type of product being transported 8ead time re%uired ;ost associated with transport
We have to select the most suitable distribution channel which will be completely helpful for us against our indirect competitors. As we already discussed that first we launch our product in Faisalabad, after that we will be in other big cities of +aistan. Our distribution channels in Faisalabad are )istributers, Wholesalers, than retailers. We will mae the easy access of sugar cane juice in the /uper arets, /uper /tores, )epartmental /tores, and 'eneral /tores. We mainly focuses on the retailers because they are the only people which deliver our product to the final consumers. !f we have the strong parties ?-etailers@ then we can easily achieve our objectives.
Marketing channels: 6hese are nown as the set of independent organi#ations involved in the process of maing a product or service available for the use or consumption. 6hese channels perform the wor of moving the goods from anufacturer to the final consumer. !t is the only way through which we can provide the goods to the final consumer at the right time and right place according to the needs, wants, and demands of general public. ostly these channels perform the functions lie. •
•
• •
•
6hey collect the information about the potential and current customers, competitors, and other acts, facts, forces of the mareting environment.& 6hey develop the disseminate persuasive communication to stimulate the purchasing&. 6hey place an order to the company&. 6hey provide best place for storage and movement of physical products&. 6hey evaluate and clarify the customer`s needs, wants, and demands properly&.
!n conclusion to all these actions we can say that they perform their self as a platform on which all the wor activities are handled between the customers and manufacturers
hannel #evels:
""
Consumer Wholeselles & Retailor Distributer Manufact urer
!t is a two3level channel, we will have our own distributors which are suppose to deliver the sugar cane juice to the wholesaler as well as the retailer.
Distri2ution Situation> We will use two channels for distribution of sugar cane juice. • •
Retail outlets ?!ndirect channel@ Sale Promotion o$$icers ?)irect ;hannel@
"(
Retail (utlets ,indirect channel-: We will target many big retail outlets which will provide sugar cane juice to the consumers. D7B of sugar cane juice sales would be through indirect channels.
Sale Promotion o$$icers ,Direct hannel-: We will distribute sugar cane juice to the related maret, 9niversities, ;ollages, )epartmental stores. (7B of juice sales would be through direct channel..
Sales %orce: Our company will arrange * sales promotional officers who will be responsible to the direct sales in the institutions, colleges, and maret stores etc.
Sales Promotion 'eam: Actually we develop a team of "7 sales promotional officers, which will completely be responsible for the direct sales. Hach of them will be responsible for promoting juice at the assigned locality.
Distri2ution and 3arehousing: 6here will be 2 authori#ed distributers of sugar cane juice. Hach of them having " to ( warehouses to store the juice. ;ompany have its own networ of loader Rickshaws, which easily deliver the sugar cane juice to the retailers.
Swot Analysis o$ our ompany :Strength >%irst mover Advantage We have introduced sugarcane juice in tetra pac for the first time. /o it is helpful for us to have more customer at the than other new competitors because the time the tae .to enter the maret the customer will become loyal to our product
&uality onscious
"*
-us3juice produce a good %uality products. !t can not compromise on .%uality >#ess no o$ taste
We have introduced the first time that there is not any sugarcane juice in .tetra pac available in maret >3eaknesses Storage a2ility
.-us3juice not store able for long time >#oyality
;onsumers are brand loyal toward competitorHxport .We can export our product to foreign country in order to earn more profit
Glo2al hu2 /ince manufacturing of some products is cheaper in +aistan than in other /outh Hast Asian countries
Support $oreign investors
"
.'overnment support foreign investors to invest in +aistan
:'hreats Government Regulation 6hey face problem if government employ taxes on them which force them to raise the price . of their product
Increase in competition 6here is large competition in juices maret
Suggestions $or 3eaknesses and threats:" First of all the company has to reduce its weanesses and then move on to the threats .6here are some suggestions or some positive or negative to reduce the burden of weanesses and threats. 6hese ideas or suggestions are&
"4
•
First the company has to create a brand and then focus on it by advertise more and more to get the best positioning level in the minds of the general public. !f company create a strong brand image then it is very easy to remove the wea point&
•
!n second company have to made strong relations with the distribution channels.
•
*rd things are threats that our indirect competitors are strong. 6hey have strong brand image. 6he company has to mae the Iuality level, )esign, +acaging, and label of rus3sip.
!f the company does so then it can easily get the best positioning level in the mind of consumer. $y following these three suggestions the company can easily remove the big problems that it will face in the near future.
Goals and (24ective
Our objective is divided into different parts. • First year objective is to capture DB maret share of juice industry with sales revenue of minimum (7 million and net profit of * million.
"=
•
• • • •
(nd year objective is to obtain "DB maret share with sales revenue of 7 million rupees net profit of 2 million. And five year our maret share will be *7 B. ;ontinuous growth in sales !ncrease the seasonal sale
5ey Issues: Market ompetition 6here is a sound competition in juice maret. !t is very difficult to entre into the maret with a new product in this lot of competition between /he#an, and 0estle. !t is a great issue for us.
Sound Brand Images o$ (ur indirect ompetitors: Hach and everyone now about our indirect competitor`s brand. +eople have lot of awareness of their brands. !t means we have to face a lot of problems while entering in the maret.
Marketing Strategy: Our mareting strategy is based on these three elements
Segmentation6 'argeting6 Positioning6 6hese three elements are defined in detail below
"2
Segmentation: We segmented the maret on the following basis •
Hvaluating aret /egments>3
•
/egment /i#e and 'rowth>3
•
/egment /tructural Attractiveness>3
•
;ompany Objective and -esources>3
•
8evel Of ;ompetition>3
•
/ubstitute +roduct>3
•
+ower Of $uyers>3
•
+ower Of /uppliers>3
7valuating Market Segments: First of al we must evaluate the various segments and we will decide how many and which segment we can serve best. ere we evaluate target maret segments.
Segment Si+e and Growth: $efore selecting any target maret first we will evaluate segment si#e and growth. We will first collect and analy#e on current segment sales, growth rates, and expected profit from segment. We will be interested in that segment which have right si#e growth.
Segment Structural Attractiveness: We also need to examine major structural factors that affect long run segment attractiveness. A segment may be less attractive if it already contains many strong and aggressive competitors. 6he existence of many actual or potential substitute products may limit prices and profit that can be earned from that segment. 6he relative power of buyers also affects attractiveness.
"D
ompany (24ectives and Resources: After evaluating segment si#e, growth and attractiveness we will evaluate company objectives and resources. /ome attractive segments may be dismissed %uicly because they did not match with company long run objectives or company may lac of sills and resources needed to succeed in attractive segment. We will access that our objective may fulfill in this segment or not. Our resources will meet the re%uirements of the segment or not.
#evel o$ ompetition: We will evaluate the level of competition in the segment. ;ompetition may be less or more in the segment. 6here may be pure competition, monopolistic competition, oligopolistic competition, or pure monopoly in the segment.
Su2stitute Products: We will evaluate the substitute products in the maret regarding our product. 6here may be some substitute products in the segment which affect the demand of our product.
Power o$ Buyers: We will also evaluate the power of buyers in the segment. We will also access the per capita income of our buyers rather they can purchase our products or not6
Power$ul Suppliers: !n this we will evaluate the suppliers in segment that they are powerful or not.
'arget Market 6he target maret for our product will be upper class, middle class , and the lower class .
"C
/ugarcane juice is a type of product which everybody wants to have . $ut the price of our product is lower , so every class can afford it easily . First we will be introducing our product in Faisalabad.. %ollowing segments in the market will 2e targeted: •
/tudents of schools , colleges and universities
•
/portsmen
•
/pecially the patients of hypatitics ; , it is an auspicious thing for their liver
•
+eople of all age groups
Positioning Statements: J/ave your moments and enjoy your momentsK Jae your life so easy and comfortableK Jae your life %uic and fastK
Per$ormance &uality: We made the best %uality product it
(7
Positioning Strategy
$rand strategy is at the heart of mareting strategy. !t is the act of designing the company offer and image so that it occupies a distinct and valued place in the target customer mind. /ugarcane juice is very beneficial for health and provides refreshment. As we are launching sugar cane juice in tetra pac, so we want to create positive and long lasting image in the minds of customers that we are providing hygienic juice because we are also introducing new flavors lie lime and orange etc. Point o$ parity
)ifferent flavor 6etra pacing Point o$ di$$erence
"77B pure juice
Positioning 2y 8alues: We will also position our product on the basis of customer values. 8ie this, !f you want to loo ealthy than use sugar cane juice. .
7asily Availa2le: uice is easily available in the whole maret of Faisalabad first. After that we will provide it in the other cities of +aistan.
("
PRII!G: +rice is amount of money which we will charge from our customers in return.
%actors to consider when setting price: )uring setting the price we will consider these factors. "3!nternal Factors (3Hxternal factors
Internal %actors: )uring setting the price we will first consider internal factors, lie •
areting objectives
•
areting mix strategies
•
;ost
•
Organi#ational consideration
Marketing (24ectives: When we will set the price of our product then from internal factors we will consider the following factors. •
/urvival
•
;urrent profit maximi#ation
•
aret share leadership
•
+roduct %uality leadership
((
Marketing Mi0 Strategies: We will carefully coordinate price with other mareting mix elements. We will use target costing to support product positioning strategies based on price.
ost: )uring setting the price we will access the cost, variable cost, fixed cost and total cost.
(rgani+ational onsideration: We will create price setting department which will set the prices.
70ternal %actors: After considering the internal factors we will access the some external factors as, "30ature of maret and demand (3;ompetitive costs, prices and offers *3Other environmental elements
!ature o$ market and demand: $efore setting the price we will access the nature of maret and demand. We will assess that which type of maret is existing. -ather there is pure competition, onopolistic competition, Oligopolistic competition or +ure monopoly. After accessing these types of maret then we will set our price.
Indirect ompetitors cost9 prices and o$$ers:
(*
We will also access the cost per unit, prices and offers of our indirect competitors. We will access the pricing strategies of our indirect competitors. We will access that what is per unit cost of our competitors and what prices they are charging from customers. We will also access the competitors offers related to price. After accessing these factors we will set our price.
(ther 7nvironmental 7lements: $efore setting the price we will access the economic condition of +aistan. We will also access the inflation rate in +aistan. We will also access the maret condition lie boom, recovery or recession. We will evaluate the 'ovt restrictions regarding price.
(ur Prices schedule !ame o$ Product
&uantity in M#
Price in Rs
Rus"sip
(47
-s."4
Rus"sip
477
-s.(4
.
Distri2ution Strategy: 70tensive Distri2ution: We will mae extensive distribution of our product in Faisalabad lie. We will target only metropolitan areas of these Faisalabad. We will distribute our product only in the urban areas. We will not target the rural areas of the Faisalabad. We will distribute our product to supermarets, , )epartmental stores, and 'eneral /tores etc.
Reason:
(
6he reason is that in start we will mae extensive distribution because we will increase our distribution with the passage of time .As people will get awareness about our product and as the demand of juice. we will increase its distribution area. Channel Distribution
6he place of the distribution and availability of the product also influence the buying behavior
because if the product is in reach of the consumer he will prefer it and if it is hard to find the
product in the maret he will never buy that product. /o we provided our product to all the all the
distributors and they will provided it to famous retailers.
7lectronic Media:
6he electronic media will be only cable networ. Promotion strategy 6he promotion of the product i.e. the advertisement, sales promotion and other promotional tools can change the buying behavior because some of the individuals highly influenced by the advertisement of the product. we have decided to use integrated mareting communication in which there will be blend of different
(4
mareting promotional tools that will convey clear and consistent message of our product to the customers. 6hese +romotional tools are given below
!ewspaper
0ewspaper has the widest readership and circulation among our targeted maretL these would carry most of the advertisements for the publication media. Also, the print ads will be published in other much read newspapers lie be designed, i.e. half page . and %uarter page
Bill2oards
$illboards will be placed at busy area in the city. $illboard will be our most permanent . and long lasting form of advertisement
Promotional 8ans
+romotional vans would be deployed on public places which would distribute sugar cane juice for free giving out the message of being an instant energy drin. 6his campaign of free sampling would last for three wee at least in order to mae people aware of the benefits and the attributes
7lectronic Media:
6he electronic media will be only cable networ. .
(=
Advertising Budget: !n this advance age, business cannot be successfully done without advertisement and promotion. Advertisement and promotion are life blood of an organi#ation. /o to mae our business %uite successful we will have to mae advertisement and promotion. /o for this purpose we want too much budget.
Reason: We have selected these tools because these are essential for advertisement and promotion. 6hese are the basic tool for the advertisement. All our competitors are using this tool for their advertisement and promotion. 6hese tools are directly affect on behave of customers. ;ustomers mostly communicate with these media channels. 6hese tools are the source where customers get information about new different products which are introducing in the maret.
3e2 site Our website include brief introduction of our product its features and complete information about the pacaging and distribution channel. www.-us3sip.com.p
(2
Action Program: ere we are showing the action plan which will guide us in performing our activities.
Actiities
Aug /ep
Oct
0ov
)ec
an
Feb
ar
Apri
ay une
l production M launch +romotion /ale office /ponsor sports
(D
uly
70planation: After maing the plan of rus3sip, we will mae its Action program that how we will perform our activities. !n Action +rogram we will implement our mareting strategies. We will assign duties to each employee regarding his speciali#ation. /ales )epartment will enter in the maret to get orders. +romotional team will start its wor of promotion. Our management will handle each department.
#aunching 'ime: We will launch sugar can juice ?-9/3/!+@ in the spring season.
Promotion: We will promote our product before launching and we will promote it whole the year.
Sale ($$ice: Our sale office already be open before launching Rus"sip and will wor through out the year. Our sale officers will visit the maret and will introduce our product in the maret before launching in the maret. 6hey will collect orders from maret and will provide them supply.
(C
Division ($ Resources:
•
'otal Investment
"7 million
•
%i0ed cost
*.( million
achinery
( million
o
$uilding -ent
7 .= million
o
Fixture N maintenance
7. million
o
/taff
7.(million
o
•
8aria2le cost
* million
o
-aw material
(.4 million
o
8abour N utility bills
7.4 million
*7
Budgeting: Budgets: 70pected Income Statement arvels M ;o Hxpected !ncome /tatement
+A-6!;98A-/
-s
/A8H/ expected
""C47777
8H//> sales return allowances
=77,777
/ales discount
"2C(47
!et sales
9;<9;=<
8ess ;ost of merchandise sold
C=, 77,777
'ross profit
"427247
6ax "=B
(4"*(7
!et income a$ter ta0
>?@><
*"
Milestones
ile /tone
/tart date
Hnd )ate
$udget
anager
)epartment
areting
7"P7(P(7"7
(7P7P(7"7
7
/ajjad
areting
+lan
a%bool
completion Website
7P7(P(7"7
(7P7P(7"7
/ohail
completion Advertising
areting
+erva# 7*P7(P(7"7
"(P7P(7"7
(4777
;ampaign"
Wasim
areting
QousafM Iasir Abbas
Advertising
(4P7(P(7"7
(7P72P(7"7
*7777
campaign( 6otal
Outside
areting
firm 44,777
Re$erences:
*(
