Joosh (organic fruit juice)

Introduction
Every product in modern marketing era needs a proper marketing and
promotion plan. So our new product of mix of Mango and Mint Joosh do
needs a proper marketing and promotion plan. Because, these two plans are
the best way to get bestselling and consumer preferences in comparison with
other products in the market. A good marketing and promotion plan always
forecasts the future activities with proper judgmental knowledge. Better
prediction ability of the marketer heavily influences the success of the product
and way to survive in the modern competitive market.

Product Overview Product overview includes categories of product,

raw-materials of product and also the nutritional value of the mint and mango
juice. Categories of products: There is only one (1) size of juice we are
proposed for lancing. They are: Normal Pack (250ml)

Raw materials The main raw material for our juice is fresh mango and mint.
The other materials are: Mango Mint Water Sugar Vitamin A Sodium
Benzoate Approved Preservatives Natural Identical Mango and Mint Flavor
Natural Extract of Mint and Mango

Pricing Strategy Market price for each bottle for consumers is 19tk/bottle. We
plan to sell at a price of 15tk/bottle to territory distributors. The price has been
decided using cost-plus strategy keeping a margin of 5tk/bottle, that is our
budgeted costing is 10tk/bottle, keeping a gross profit margin of 33%.
Knowing the fact that 19tk is not a round-up price, we have kept the price 19tk
instead of making it 20tk as part of our psychological pricing

Channel Strategy The manner by which a product is sold or distributed can

have an impact on brand equity. There are some organizations involved in
making our product available for use or consumption. A number of possible
channel types and arrangements exist, broadly classified into direct and
indirect channels. But for our product we have chosen the Winning Channel
Strategies which integrates both direct and indirect channels.
Distribution Channel
Product & Communication Strategy Wahidul Islam
Product Strategy The core customer value The Actual Product level The
Augmented product level
Communication Strategy JOOSH is the edgy, healthy, organic drink of choice
for all ages and sizes. An effective and successful IMC Campaign can shape
the future for our company. We will be using push strategy to communicate
and relate with our consumers.
15. Communication Objective Build Brand Knowledge Providing
Information Persuasion
16. Segmentation & Positioning Farhan Shahriar
17. Segmentation As our product Joosh is a brand new fruit juice in the
market, there market segmentation process that behave in the same way or
have similar needs. Variables used for segmentation: Geographic variables
Demographic variables Psychographic variables Behavioral variables
18. Selecting a Positioning Strategy Is the competitive advantage distinct
enough? Is it Healthy to Consumers? Is the competitive advantage truly
superior compared to your competitors? Can you communicate the
advantage? Is it affordable? Can it be used to prevent competition? Is it
consistent with the brands values?
19. Competitor Analysis & Differentiation Strategy Mahtab Hossain Khan
20. Competitor Analysis Direct Competitors PRAN FROOTO SLICE SEZAN
Indirect Competitors The Soft Drinks and Carbonated drinks providers like
Pepsi, 7UP, Coke, Pepsi and Fanta, Mojo, Clemon, Lemu, etc.
21. Differentiation Strategy Feature: focuses on products beneficial traits
(usually used for high involvement products) Competitive Advantages:
usually claims direct/indirect superiority to rival brands Favorable Price:
makes the price offer the dominant point of the message News: makes
product/brand related announcement/awards dominate the message Product
Popularity: focuses on the popularity of the product in terms on number of
customers, switchers, leadership positions, number of experts recommending
it, etc.
22. Transformational Ad Advertising execution is imagery, slice of life, and
dramatization A transformational ad is defined as one which associates the
experience of using (consuming) the advertised brand with a unique set of
psychological characteristics which would not typically be associated with the
brand experience to the same degree without exposure to the
advertisement gives experience of using the brand/product a shape. It helps
to differentiate product/service which is usually done by creating image
advertising.
23. SWOT, STP, POP & POD Salman Nusrat
24. S.W.O.T Analysis Strengths Weaknesses Opportunities Threats
25. Strengths First of its kind Affordable Location Employee skills High
Quality
26. Weaknesses Will take time to start business up Money might be a
barrier Will not have many outlets around to get people to know the business
and product Going into an already existing market Starting a new business
may cause stress to staff members
27. Opportunities Bringing healthy drinks to the suburb areas To supply
more job opportunities in suburbs areas To move with the current social and
lifestyle changes Capture a healthy market share
28. Threats High barriers of entry Fluctuating government policies Hire
suitable employee Weather changes Intense competition will reduce market
share and affect business. Increasing costs of raw materials. Threat from
other drinks competitors and threat from substitutes like fruit juices.
29. S.T.P Analysis Segments For all people seeking a healthy fruit based
drink for regular occasions, parties. Normal households market segment super
market. Target Individuals who want a healthy diet. All age groups Lower,
middle and upper class people Positioning A fruit juice made from real fruits.
Guilt free fruit energy boost
30. Point of Differences Natural pulp squeezing fresh fruits. Provide
Vitamins A, C and minerals. Mango & Mint Flavor Desirable Deliverable
Differentiated
31. Point of Parity Affordable Price Well-designed juice bottle and user
friendly Tasty and healthy fresh juice & chemical free
32. ATL, BTL & IMC Shawkat Ali Galib
33. ATL and BTL Communication We will be using both Above the line (ATL)
and Below the line (BTL) communication. In ATL, we will be using the
traditional mass media as a medium to promote brands and reach out to our
target consumers. ATL will include TV advertising, print advertising like leaflets,
newspapers ad, posters, and wall paintings and so on. Basically, ATL presents
message to the target customers and also to the customers who do not belong
to the brands target group so, here we can also grab an opportunity to talk to
customers who are not out target customers. On the other hand, BTL
communication reaches the consumers directly through alternative forms of
marketing other than that used in ATL. Example: Direct marketing, public
relation will be used to convey our messages.
34. IMC Tools Advertising - TV commercials, leaflets, newspapers ad,
posters, and wall paintings. Public Relation - JOOSH will be sponsoring
shows such as AJKER PRITHIBI SISIMPURE MINA CARTOON BTV
SPORTS NEWS which focuses on rural area issues, and rural area people
are always interested to watch such shows. Publicity: We are going to set up
mini vans where they are going to advertise our products by announcing it from
village to village usually on special occasions like Eid, pohela baishakh, pooja
and etc. We will also promote our mango juice by setting up stalls at village
weekend huts and also at entertaining places like JAATRA SHOW where huge
number of villagers show up. We will also arrange some game shows where
we will give away free JOOSH to the winners.
35. Conclusion A marketing plan is a plan which outlines a company's overall
marketing efforts and marketing plan may be a part of an overall business plan.
Building a new brand or product needs huge promotional activities. To
introduce a completely new product or brand it needs effective and future
oriented sequential steps. In case of this plan all the necessary steps has been
outlined in a systematic manner. We showed our product in such a way that is
able to grab the attention of the present customers of other products. After
reviewing all the variables, we are sure enough that JOOSH is going to be
successful in the long run and the company will move to next level within the
current market condition. With the full support from our talented marketing
team and the executives, the new marketing plan should go off without any
major hitches and hit the market when it's hot