Professional Documents
Culture Documents
sugar
cane
juice
has
several
health
benefits
and
ISSUES
Market Demographics
Demographic
Age
Gender
Income
segmentation
Company target Both male and All
customer
years
Demographic
3 female
classes
and
above
City
City
City
Lahore
Kasure
gujranwala
segmentation
MARKET NEEDS
In summer people of all ages take soft drinks and juices to quench their
thirst. So Sugarcane juice in tetra pack is highly demanded by
customers because it reduces the thirst and it is useful for healthy life
because it is hygienic and pure. So when it is highly available at
affordable price at everywhere customers will use Sugarcane juice than
soft drinks because it has no side effects and it is safe.
social
MARKET TRENDS
In target market there is trend of soft drinks and juices. People use
juices to have a fit life and also to serve their guests as well. Because
juices are hygienic and nutritious and have a good taste then soft drinks.
In summer its usage is more so the availability should be increased to
meet the demand of customers
MARKET GROWTH
Juices market expands very fast .A new research proves that in future
(2014) every person use 85.5 litters juices per years.
Marketing Mix
The marketing mix is often referred to as the '4 Ps', i.e. product, price,
place and promotion. To meet customers' needs a business must
develop products to satisfy them, charge the right price, get the goods to
the right place, and it must make the existence of the product known
through promotion
PRODUCT
We are going to offer Sugar-cane juice in cane to the market for
consumption or use to satisfy the increasing want of consumers who
want sugar cane juice which also fulfill the hygienic requirements and
health satisfaction as a result of which we can build profitable customer
relationship with target customers by bringing value to them. Introduction
of this brand in the market will attract those people also, who think that it
is odd to drink these kinds of juices on road or small shops etc
Levels of Product
We planned our product at following three levels and each level adds
more customer value:Core Customer Value:
According to our study, 30 to 35 percent of adolescents and young
adults and 40 to 60 percent aged people of our country reportedly drink
sugarcane juice from small shops or on roads. Many people think it is
odd to drink it on roads due to hygienic issues. So we are going to
provide them surety of removal of hygienic issues
Actual product:
Our product name Green Twist shows the symbol of freshness
which our target
, previously
Augmented Product:
Product Decisions
Product Quality:
We want to adopt return on investment approach so
that customers could assume that Green Twist is free from defects and
its quality is encouraging customers to buy again and again. Green twist
juices quality will support its positioning strategy i.e. more for less and
will be consistent in performing its function like lasts longer effects,
freshness, non-hazardous etc
Product Features:
It contains natural sugars, minerals like iron, magnesium,
phosphorous, calcium and organic acids e.g. malic acid, succinic acid,
acotinic acid, amino acid, protein, starch, gums, waxes, non-sugar
phosphatides, all these things our body need for energy and recover
deficiencies.
BRAND
Our brand name with its motto Green Twist Cool and Fresh clearly
indicates our stated goal. Our symbol is giving below which will create
the image of To be fresh
Packaging
As this is seasonal juice, so its introduction in packing in the market will
be a good sign for consumers as it will be available round the year.
It will be in cane and tetra pack packaging for healthy and hygienic
purposes. Its packaging save it and make it possible to drink it anywhere
and anytime.
Product Support Services
Marketing capabilities:
The successful marketing strategies and consumer awareness of
GREEN TWIST is increasing its consumer brand awareness by
employing targeted marketing campaigns that focuses on all age
groups. Green twist strongly promotes itself, by using its slogan:
Marketing expense:
In order for the Green Twist to boost sales, it needs to spend so much
money on advertising. The Energy drinks have strongly connected to
fashion and youth trends, so the company has to plan itself as to move
the attention of people towards sugarcane. competitors such as vanders
and other energy drinks The competition is so strong that even though
GREEN TWIST is spending huge amounts on advertising compaigns ;
a new route to
THREATS
Consumer awareness of health and well being:
Political
This is evident from widespread surveys that have been performed by
various authors on the ban of caffeinated energy drinks due to rising
health concerns and the potential side effects of these beverages.
Through legislations, these drinks are banned because these are not
considered good for health.our sugarcane juice is highly beneficial for
health..so we have political support to promote it.
Economic
Economies of scope:
We are offering three items to achieve economies of scope because we
are tackling people with different demographics. And with economies of
scope, it will be easy for us to earn profits. Our different brands are
GREEN TWIST Original Burst - designed for those who lead active
lifestyles also for school going children.
Economies of scale:
As mentioned earlier, we will start our launching process from some
cities. 1stly Lahore will be targeted and then we will move on to Karachi,
Multan, Faisalabad, Hyderabad, Rawalpindi. In these cities, we will
provide GREEN TWIST drinks in bulk i.e., on every retailor shop, our
product will be available
Social
Usually, when one hears that the product includes caffeine, in Pakistan,
the image about that product is not so positive. But now the trend in
Pakistan, too, is changing as energy drinks are considered a new
fashion. Our drinks bottles are recyclable our product have no negative
effect on environment, more over we dont through the wastage instead
we make paper from that wastage and also produce electricity from that
wastage.
Technological
In United States, few deaths occurred after consuming energy drinks
and because of high quantity of caffeine restrictions were imposed on
energy drinks. To tackle these consequences we are using naturally
extracted
Minerals as our customers come before profits. To educate our
customers we focused on the use of E-commerce like our website will
Indirect competitors:
As the Sugarcane juice is the symbol of the refreshment and nutrition
and it is also a substitute for the other soft drinks. So we have compared
it with other soft drinks. So in the soft drink market we have the
competitors like:
Coca cola
PEPSI
And other Instant drinks
MarketingStrategies
1. Positioning strategy:
Brand strategy is at the heart of marketing strategy. It is the act of
designing the company offer and image so that it occupies a distinct and
valued place in the target customer mind. Sugarcane juice is very
beneficial for health and provides refreshment. As we are launching
sugar cane juice in tetra pack and cane, 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 like mint,
lemon and ginger.
Point of parity:
Different flavor
Tetra & cane packing
Point of difference:
100% pure juice
2. Product strategy
Core benefit
Core benefit means the services and benefits the customer is really
buying. Our customer fulfills its need of thrust and refreshment by buying
our Green Twist juice.
Basic product
Its mean what specifically the actual product is. Our actual product is
juice
Augmented product
Products that include deign, features and packing that go beyond
consumer expectations and differentiate the product from competitors.
Our juice taste and flavor is according to the customer expectations
because we provide100% pure juice. We have no compromise with
quality Following things include in the sale of product,
Design:
The design of sugarcane juice that it will be in attractive and stylish tetra
pack in following size:
250ml
320ml
1000ml
Features:
The features of our product are:
250ml ----------------15Rs.
320 ml--------------- 25Rs.
1000ml --------------60Rs
4. Channel of Distribution:
Television
Tele commercials will be aired on sports channels and news channels
as the viewer ship of these channels is highly common among the
targeted market.
Billboards
Billboards will be placed at busy thoroughfares in big cities. Billboards
will be our most permanent and long lasting form of advertisement.
Promotional Vans
Promotional vans would be deployed on public places which would
distribute sugar cane juice for free giving out the message of being an
instant energy drink. This campaign of free sampling would last for three
months at least in order to make people aware of the benefits and the
attributes
BENEFITSOFOURBRAND
It is health friendly.
It is profitable.
Its availability round the year.
It is better option than the cold drink.
It can be exported.
Advantages of Sugarcane Juice:
Sugar juice is rich in calcium, chromium, cobalt, copper, magnesium,
maganes, phosphorus, potassium and zinc. It also contain iron and
vitamins A,C,B1,B2,B3,B5, and B6,along with high concentration of
phytonutrients, antioxidant, proteins, a d soluble fiber. All these nutrients
work together to keep your body in a good and healthy shape
Even though cane juice tastes very sweet and sugar content, it is
good for diabetic patients, it contains natural sugar which has low
glycemic index that prevents steep rise in blood glucose levels in
diabetics, so it can act as a substitute of aerated drink for them.
However people with type-2 diabetes should consume it in
moderation and after consultation with their doctors
Sugar cane juice also acts a good digestive aid due to the
presence of potassium. It helps in keeping digestive system in
good shape, prevents stomach infections and is considered to be
particularly useful in treating the problems of constipation
Sugar cane juice protects against tooth decay and bad breath due
to its high mineral content. So save yourself the next trip to the
dentist and drink a glass of sugar cane juice to get shiny white
teeth.
It is used for the person suffering from the fever & maintaining the
proteins loss in the body.
Sugarcane juice has all the required vitamins and mineral haing,
precious , health benefits for the person suffering various diseases
Marketing
Human Resources
Adequacy & Competencies:
MARKET COMPETITORS
Manufacturers and producers of:
Aerated drinks
Branded and unbranded fruit juices
Fruit based milk drinks
Natural mineral water
Fruit shakes
Branded and unbranded coconut water
At present the street vendors crush sugarcane and serve the juice
in an unhygienic way. Thus hygienically produced and bottled
sugarcane juice has a good market potential like any other soft
drink
Budget
D)
a)
b)
MASS MEDIA
ADDS
ON
TELEVISION
c)
PRINT MEDIA
VIA
1
2
d)
1100000
PUMPHLETS
VIA HORDINGS
VIA
300000
400000
3
NEWSPAPERS
150000
SEMINARS
400000
TOTAL ADVERTISING EXPENSES
25500
1)
`HR
NO
OF
HR
MANAGERS
PER MANAGER
2
30000
TOTAL HR
2)
60000
FINANCE
FINANCE
MANGERS
NO
OF
ACOUTANTS
PER ACOUTANT
TOTAL
2
17000
34000
TOTAL FINANCE
62000
PRODUCAT
3)
1
28000
LINE
MANAGERS
NO OF PRODUCT LINE MANAGERS
2
ONE WILL EXAMINE PRODUCT IN TIN PACKS
ONE WILL EXAMINE PRODUCT IN TETRA PACKS
PER
LINE
MANAGERS
TOTAL
4)
1)
30000
60000
NO OF MARKET MANAGERS 1
TOTAL MANAGING STAFF EXPENSES
35000
217000
367000
G)
1)
2)
RAW MATERIAL
SUGAR CANE
INGRIDIENTS
SODIUM
3)
BENZOIDE
SUGARCANE
KIND OF SUGARCANE THAT WILL BE USED IS CP 90
PRICE OF 40 KG IS 300
RUPEES
PER KG PRICE
OUR
2)
3)
7.5
FIRST
REQUIREMENT
TOTAL PRICE
5000 KG
37500
INGRIDIENTS
SODIUM BENZOIDE
PRICE OF 1 KG
TOTAL PRICE
250000
2 KG
110000
220000
507500
H)
PACKING
IT WILL BE GIVEN CONTRACT TO TETRA PACK COMPANY
PROVIDE US TETRA PACKS AND TIN PACKS
TYPES OF TETRA
PACKS
a)
250 ML
PRICE WILL BE OF ONE PACK OF 250
ML
4 RUPEES
INITIAL DEMAND
5000 PACKS
TOATL
20000
1
LITTER
PRICE WILL BE OF ONE PACK OF 1
LITTER
10 RUPEES
INITIAL DEMAND
3000 PACKS
TOTAL
30000
THEY
b)
TIN PACKS
350 ML
PRICE OF ONE PACK
OF 350 ML
12
INITIAL DEMAND
4000
TOTAL
48000
TOTAL
1
2
3
K)
FUEL CHARGES
ELECTRICITY AND CLEAN WATER
PETROL
GASS
1
2
3
600000
400000
100000
TOATL
1100000
L)
TAXES
AN ESTIMATE OF ALL TAXES IS
1000000
18060500
MARKUP WILL BE
3939500
Preservation
will
be
hired
for
efficient
performance.
process,
not
one-off
activity.
the work area will be cleaner, less cluttered, and easier to operate
in