Cultural Analysis

Introduction
The word "Mexico" is derived from Mexica (pronounced "Me-shee-ka"), the name for the indigenous group
that settled in central Mexico in the early fourteenth century and is best known as the Aztecs. Mexicans
make several cultural subdivisions within the nation. The most common one identifies northern, central,
and south or south-eastern Mexico.

History
Augustin de Iturbide immediately proclaimed himself emperor of the First Mexican Empire. A revolt
against him in 1823 established the United Mexican States. In 1824, a Republican Constitution was drafted
and Guadalupe Victoria became the first president of the newly born country. In 1829 president Guerrero
abolished slavery. The first decades of the post-independence period were marked by economic instability,
which led to the Pastry War in 1836. General Antonio Lopez de Santa Anna, a centralist and two-time
dictator, approved the Siete Leyes in 1836, a radical amendment that institutionalized the centralized form
of government. When he suspended the 1824 Constitution, civil war spread across the country.

Geographical Settings
A. Location:
North America, bordering the Caribbean Sea and the Gulf of Mexico, between Belize and the United
States and bordering the North Pacific Ocean, between Guatemala and the United States. This entry
identifies the country's regional location, neighboring countries, and adjacent bodies of water.

B. Climate:
The Climate in Mexico varies according to its topography. Along the coast (on both sides of the country) it
is hot and humid, unbearably so in the summer. Inland communities at higher elevations such as Guadalajara
(5200 ft. above sea level) and in particular close-by Lake Chapala, are much dryer and more temperate.

C. Topography:
Mexico can be divided into nine major topographic regions: the Mexican Plateau, the Sierra Madre
Oriental, the Sierra Madre Occidental, the Cordillera Neo-Volcanic, the Gulf Coastal Plain, the Pacific
Coastal Lowlands, Baja California, the Southern Highlands, and the Yucatán Peninsula.

Social Institutions
A. Family
1. The Nuclear Family: In Mexico have indicated that the nuclear family has already been
existent since the colonial period (16th to 19th centuries), but there has been no identification of
its similarities or differences with the contemporary nuclear family or with the Western nuclear
family described in classical sociology. This article analyses the emergence of the nuclear family
in Mexico and points to its particularities and differences in comparison with the Western nuclear
family. This exploration departs from three analytic dimensions: family structure, family
relationships, and kinship relationships. The thesis proposed is that, contrary to what has been
asserted by some historians, the nuclear family, from a sociocultural viewpoint, did not emerge
during the colonial period but during the independent one, at the end of the 19th century.

2. The extended family: It is estimated that 74.2 percent of contemporary Mexican families
fall into a nuclear marriage pattern, while the rest correspond to extended families types (Institute
National de Estadística, Geography e Informatics 2000). Although the relations and structure
appear to be nuclear, in practice, they continue to be extended (Saba Garcia and Jovani 1994). In
fact, families are more like clans who give emotional and instrumental support and guidance at all
times.

3. Dynamics of the family:

A. Parental Roles: Traditional gender roles in Mexico can often be distinguished in spatial
terms one of them being la call (the street) and La Casa (the home) (UND). This means that men
are free to leave the family home as they chose, whether it is to work, or for pleasure. Women on
the other hand are ideally placed in the home as Alma de la casa (housewives/homemakers). The
women takes care of the children's wellbeing, and the wellbeing of the home. Symbolically la call
is considered to be the man’s space.

B. Marriage and courtship: With a number of picture perfect locations that make the perfect
scenery for anyone’s wedding movie, the country’s exotic locales, accessibility, romantic
atmosphere and favorable climate are only a few of the reasons why more and more couples are
finding themselves marrying south of the border. Having decades of experience in the destination
wedding industry, the country offers knowledgeable wedding specialists, creative event production
and out-of-this-world culinary offerings. With a number of cultural, adventure and social activities,
a wedding in Mexico is even the perfect excuse for a guilt-free mini-vacation! What truly sets
Mexico apart as a prime wedding location is the great attention to detail placed on weddings.

4. Female/male roles: The Mexico culture believes in many things like gender roles, language,
religion and much more. Mexican people believe that every generation has to be same for the
females and males. For a Mexican gender roles is always the same especially for the people that
live in a ranch. They think that a male always have to support the female and the children. They
think that it’s kind of impossible for a female to be educated and support herself. The culture in
Mexico is that the female needs to do everything around the house for example cook, clean, take
care of the kids, have children and even depend on their husband.

B. Education:

1. The role of education in society:

A. Primary Education:
In Mexico, basic education is normally divided in three steps: primary school (primary),
comprising grades 1-6; junior high school (secondary), comprising grades 7-9; and high school
(preparatory), comprising grades 10-12.

B. Secondary Education: Secondary education is divided in two levels: lower secondary,

or secondary, and upper secondary education. Since 1993 secondary has become part of
compulsory basic education. Lower secondary is structured into three grades and is offered in
several modalities, including general, telesecondary, and technical. This type of education is
offered to children between the ages of 12 and 16 years who have completed elementary school.
People older than 16 years of age can obtain secondary education by attending secondary school
for workers or for adults, two other available modalities. There are 29,007 lower secondary schools
with 2,462,000 females and 2,608,000 males attending them. The teaching staff consists of
307,763 people.

C. Higher Education: There are six subsystems of higher education institutions in Mexico:
public universities, technological institutes, technological universities, private institutions, teacher
training colleges, and other public institutions. When all of them are counted, Mexico has 1,250
institutions of higher education.

2. Literacy rates: The literacy rate measures the percentage of people ages 15 and above who
can read and write. In 2013, Mexico's literacy rate was around 93.96 percent. The literacy rate is
commonly defined as the share of people in a country who are older than 15 years and are able to
read and write.

C. Political system:
1. Political Structure: Mexico’s political structure is that of a federal presidential
representative democratic republic. Government is congressional and the president of Mexico is
head of state and head of the multi-party government. It has three levels: federal, state, and
municipal government. Mexico City is the Federal District of Mexico and therefore the seat of the
federal powers of the Mexican Union.

2. Political parties: The politics of Mexico are dominated by three political parties
01. National Action Party (PAN),
02. The Party of the Democratic Revolution (PRD)
03. Institutional Revolutionary Party (PRI).

3. Stability of go ernment: Political stability index (-2.5 weak; 2.5 strong)

: For that indicator, The World Bank (govindicators.org) provides data for Mexico from 1996 to
2015. The average value for Mexico during that period was -0.59 points with a minimum of -0.97
points in 1996 and a maximum of -0.1 points in 2002. The index of Political Stability and Absence
of Violence/Terrorism measures perceptions of the likelihood that the government of Mexico will
be destabilized or overthrown by unconstitutional or violent means, including politically-
motivated violence and terrorism.
4. Special taxes:

Information on Taxes in Mexico: As an expat in Mexico, the taxes you’ll pay depend in part on
your situation. If you own property in Mexico you’ll have real estate taxes. If you rent out that
property or own a business, have a job, or have interest-bearing bank accounts, you’ll owe income
tax. Even if you have none of these, you’ll still pay sales tax at shops and value-added tax when
you eat out at restaurants.

Income tax in Mexico: You will owe income tax in Mexico if you hold a job, run a business, rent
out a property you own, or hold an interest-bearing bank account or security in Mexico. In most
cases you will need to file a Mexican tax return.

Property taxes in Mexico: There are three types of tax that you’ll have for residential property
over the years that you own it:

1. A 2% acquisition tax when you buy the property

2. Annual property taxes (known as predial)

3. Capital gains tax when you sell the property.

Value-added tax in Mexico: In Mexico a value-added tax is applied to most goods and services.
This tax is 16% in most of the country and 11% in border areas.

5. Role of local government:

Following the federal organization at the national level, state (and local) governments also have
executive, legislative, and judicial branches. Despite its federal structure, Mexico's political system
is highly centralized. The state judiciary is headed by a Superior Court of Justice.

Religion and aesthetics

A. Religion and other belief systems

1. Relationship with the people: Relations of Mexico are directed by the President of the
United Mexican states. And managed through the Secretariat of Foreign Affairs The principles of
the foreign policy are constitutionally recognized in the Article 89, Section 10, which include:
respect for law and legal equality of states, their sovereignty and independence, non-
intervention in the domestic affairs of other countries, peaceful resolution of conflicts, and
promotion of collective security through active participation in international organizations.

2. Which relations are prominent? Over 50% of its population practicing the Catholic
religion, we found the primary correlating Hosted Dimension to be Uncertainty Avoidance (UAI).
There were only 2 countries out of 23 that did not follow this correlation, they were Ireland and
the Philippines. The large majority of predominantly Catholic countries (those with Uncertainty
Avoidance as their highest ranking Dimension) have a low tolerance for ambiguity. This creates a
highly rule-oriented society that institutes laws, rules, regulations, and controls in order to reduce
the amount of uncertainty within the population.
3. Membership of each religion:
Roman Catholic 82.7%, Pentecostal 1.6%, Jehovah's Witness 1.4%, other Evangelical Churches
5%, other 1.9%, none 4.7%, unspecified 2.7%.
B. Aesthetics:
1. Visual Arts: Visual arts of Mexico are any visual art made in Mexico, from prehistoric times
to the present. These include indigenous, Spanish colonial, post-independence nineteenth century
painters, twentieth century and post-revolutionary art; print makers, photographers and sculptors
influenced by European modernism; Contemporary art. Painting is one of the oldest arts
of Mexico. In pre-Hispanic central and southern Mexico it is present in Aztec codices, ceramics,
clothes, etc.; examples are the Mayan murals of Bonampak in the southeast, the Teotihuacan in
central Mexico, Cholula and Monte Alban in southern Mexico. It is believed that the American
continent's oldest rock art, 7500 years old, is found in a cave on the peninsula of Baja California.
2. Music: The music of Mexico is very diverse and features a wide range of musical genres and
performance styles. It has been influenced by a variety of cultures, most notably indigenous
peoples of Mexico and European. Many traditional Mexican songs are well-known worldwide.
3. Drama, ballet, and other performing arts: As in other cultural spheres, the performing
arts in Mexico the 20th century increasingly blended traditional and popular art forms. The
classical performing arts—music, opera, dance, and theater—were not a widespread feature of
Mexican culture in the first half of the 20th century. These arts were generally imported from or
strongly influenced by Europe and were mainly appreciated by the wealthy and well educated.
Traditional art usually referred to classical forms in ballet and opera, orchestral or chamber music,
and serious drama. The distinctions between traditional music and popular music were firmly
drawn in most areas.
Living conditions
A. Diet and nutrition
1. Typical meals:
Breakfast:
 Between 7:00am and 10:00am
 Breakfast in Mexico can range from a simple cup of coffee to a huge spread featuring
“huevos rancheros” (corn tortillas filled with fried eggs and a sauce of chili, tomato &
onion).
 Popular breakfast foods include sweet breads, tropical fruits, toast, granola and yogurt.

Lunch:
 Between 1:30pm and 4:00pm
 In Mexico, lunch is the main meal of the day- expect to eat a lot!
 La comida typically consists of an appetizer, a soup or salad and the main course: seafood,
meat or poultry, rice and/ or beans and of course some hot tortillas.
  Get ready to chat before, during and after eating, as lunch tends to be a leisurely meal.

Dinner
 Between 8:00pm and 9:00pm.
 Eaten in the evening, la cena is the lighter meal of the day in Mexico, often consisting of
soup or tacos.
2. Foods Available: According to FAO data, the Mexican food supply averaged 3,270
kilocalories (kcal) per capita per day between 2003 and 2005, well above the minimum
requirements of 1,850 kcal per capita per day. Based on this data, average consumption was
actually greater than the minimum requirements and the food supply was sufficient to meet the
requirements of the Mexican population.
B. Housing:
1. Types of housing available: Many Mexican homes are dramatically influenced by the
Latin country’s long history with Spain. These types of homes are also very popular in the U.S.
White stucco walls and red tile roofs typically characterize the Spanish villa style. These homes
typically have several arched and rounded windows, and their doors are usually wooden. Most of
them have interior tile floors and utilize dark blue tile in the bathrooms and kitchens.
2. Do most people own or rent?
In Mexico most people rent their accommodation rather than buy it, so there are plenty of rental
properties for all requirements and budgets available. In recent years, more and more people have
started to buy property due to a wider availability of mortgages, but nevertheless the number of
rental properties still outweighs the number of those privately owned. Compared to many other
countries, the Mexican rental market is barely regulated.
C. Clothing
1. National Dress: The most popular and well-known women's pieces of clothing in Mexico
are huipil, quechquémitl, rebozo, Mexican skirts (they have various names in different regions –
enredo, chincuete, posahuanco, refajo, enagua). Huipil is a sleeveless tunic, made from cotton or
wool. It is worn with a skirt.
2. Types of clothing worn at work: Clothing commonly worn in Mexico varies and is very
similar to clothing worn in other countries such as the United States. The weather is warmer than
many other climates, and lightweight cotton is very popular. Women wear dresses and skirts, as
well as shorts and T-shirts and men often wear T-shirts and button-up or polo shirts. Shorts or
jeans are acceptable attire for men, and cowboy hats and boots are also worn.

D. Health Care: Healthcare in Mexico is provided via public institutions, private entities, or
private physicians. Healthcare delivered through private organizations operates entirely on the
free-market system, i.e., it is available to those who can afford it.
Languages
A. Official languages: Some of the most widely spoken languages in Mexico, aside
from Spanish, are Nahuatl, which has almost 1.4 million speakers, Yucatec Maya, spoken by over
three quarters of a million people, and Mixtec, whose speakers amount to about half a million.
B. Dialects: 1. Baja, 2. Federal District, 3. Guanajuato, 4.Hidalgo, 5. Jalisco, 6. Michoacán 7.
Puebla, 8. Sinaloa.
Executive Summary
Mexico is a federal republic. Spanish is the official language of Mexico, although over 100 Indian
languages are also spoken. English is widely understood by educated people and in urban centers.
There is no official religion, but almost 90 percent of Mexicans are Roman Catholic. Protestants
account for around 5 percent. Mexico is one of the United States’ most important trade partners.
It is the third largest exporter to the United States, and its international trade products include oil
exports, tourism, and the products of its many assembly plants (called maquiladoras). Most of the
labor force is employed in the agricultural sector.

Economic Analysis
Introduction
Mexico's $2.2 trillion economy has become increasingly oriented toward manufacturing in the 22
years since the North American Free Trade Agreement (NAFTA) entered into force. Per capita
income is roughly one-third that of the US; income distribution remains highly unequal.
Mexico has become the US' second-largest export market and third-largest source of imports. In
2014, two-way trade in goods and services exceeded $590 billion. Mexico has free trade
agreements with 46 countries, putting more than 90% of trade under free trade agreements. In
2012, Mexico formally joined the Trans-Pacific Partnership negotiations and formed the Pacific
Alliance with Peru, Colombia, and Chile.

Population
A.Total: 123,166,749

1. Growth rates: The average annual percent change in the population, resulting from a surplus
(or deficit) of births over deaths and the balance of migrants entering and leaving a country. The
rate may be positive or negative. The growth rate is 1.15%.

2. Birthrates: The birth rate is usually the dominant factor in determining the rate of population
growth. It depends on both the level of fertility and the age structure of the population. And the
birthrate of Mexico is 18.5 births/1,000 population.

B. Distribution of population:

1. Age:
0-14 years: 27.26% (male 17,167,636/female 16,402,301)

15-24 years: 17.72% (male 11,049,818/female 10,770,843)

25-54 years: 40.69% (male 24,174,900/female 25,938,909)

55-64 years: 7.41% (male 4,187,644/female 4,944,802)

65 years and over: 6.93% (male 3,827,870/female 4,702,026.

2. Sex:

At birth: 1.05 male(s)/female

0-14 years: 1.05 male(s)/female

15-24 years: 1.03 male(s)/female

25-54 years: 0.93 male(s)/female

55-64 years: 0.85 male(s)/female

65 years and over: 0.82 male(s)/female

Total population: 0.81 male(s)/female

3. Geographic areas:

The geography of Mexico describes the geographic features of Mexico, a country in the Americas.
Mexico is located at about 23° N and 102° W in the southern portion of North America. From its
farthest land points, Mexico is a little over 3,200 km (2,000 mi) in length. Mexico is bounded to
the north by the United States (specifically, from west to east, by California, Arizona, New
Mexico, and Texas), to the west and south by the Pacific Ocean, to the east by the Gulf of Mexico,
and to the southeast by Belize, Guatemala, and the Caribbean Sea. The northernmost constituent
of Latin America, it is the most populous Spanish-speaking country in the world. Mexico is three
times the size of Texas.

4. Migration rates and patterns:

The figure for the difference between the number of persons entering and leaving a country during
the year per 1,000 persons (based on midyear population). An excess of persons entering the
country is referred to as net immigration (e.g., 3.56 migrants/1,000 population); an excess of
persons leaving the country as net emigration (e.g., -9.26 migrants/1,000 population). The net
migration rate indicates the contribution of migration to the overall level of population change.
5. Ethnic groups:

mestizo (Amerindian-Spanish) 62%, predominantly Amerindian 21%, Amerindian 7%, other 10%
(mostly European). Mexico does not collect census data on ethnicity.

Economic statistics and activity

A. Gross national product:

1. Total:

10,307.28 USD.

2. Rate of growth
2.5% (2015 EST.)
2.3% (2014 EST.)
1.3% (2013 EST.)

B. Personal income per capita:

In Mexico, the average household net-adjusted disposable income per capita is USD 12806 a year,
less than the OECD average of USD 29016 a year.

C. Average family income:

In Mexico, the average household net-adjusted disposable income per capita is USD 12806 a year,
less than the OECD average of USD 29016 a year. There is a considerable gap between the richest
and poorest – the top 20% of the population nearly fourteen times as much as the bottom 20%.

D. Distribution of wealth:
1. Income classes:
In some studies, this is considered to be “middle class” in Mexico but in most cities this is not
much more than basic survival. In 2014 INEGI reported “The average household income is 13,239
pesos ($843) a month and 39,719 pesos ($2,529) per quarter.

E. Mineral and resources:

The Mexican metallogenetic provinces map shows a wide variety of minerals which include
among others: gold, silver, copper, zinc, lead, molybdenum, manganese, fluorite,
titanium, coal salt, sulfur and iron.

F. Surface transportation:
1, Modes: Mexico is a large country and if you would like to see more than one destination, you
will have to consider your mode of transport. Fortunately, there are a number of options for getting
around. This overview of transportation options will help you decide the best ways to travel around
Mexico.
 Airplane: There are a few Mexican domestic airlines and the low cost carriers generally
offer a good service at competitive prices.\
 Bus: Buses are the main form of long-distance public transportation in Mexico. There is
an extensive network of buses, which range from modern luxury coaches to retired school
buses.
 Private Car: the rules of the road in Mexico are different than what you may be
accustomed to, and be sure to purchase Mexican insurance.
 Taxi: Taxis are common throughout Mexico. Some taxis run on a meter, and for others
you should negotiate a price with the driver in advance.
 Train: Unfortunately, passenger train service has been discontinued in most of Mexico.
You can still ride Mexico's most famous train, affectionately known as "El Chepe," on
the Copper Canyon Railway.
 Metro: Mexico City has the second largest metro system in North America (after New
York), and offers an excellent way to get around the city.
 Colectivo: A colectivo can be a car, van or pick-up truck that operates as a shared taxi,
covering a specific route.
 Moto taxi: They're known as rickshaws or tuk-tuks in other parts of the world, but in Latin
America these three-wheeled contraptions with a bench seat in the back are called Moto
taxis.

2. Ports:
Major seaport(s): Altamira, Coatzacoalcos, Lazaro Cardenas, Manzanillo, Veracruz.
Container port (TEUs): Manzanillo (1,992,176), Lazaro Cardenas (1,242,777).
Oil terminals: Cayo Arcas terminal, Dos Bocas terminal.
LNG terminal(s) (import): Altamira, Ensenada.
Cruise port(s): Cancun, Cozumel, Ensenada.

G. Foreign Investment:
1. Opportunities? Mexico is one of the emerging countries most open to foreign direct
investment. According to the 2016 World Investment Report published by UNCTAD, Mexico is
the world's fifteenth largest FDI recipient. FDI flows to the country fluctuate strongly depending
on the arrival and departure of large international groups. After reaching USD 33 billion in 2015,
FDI flows to Mexico decreased to USD 26 billion in 2016.

Communications The telecommunications industry is mostly dominated by Telex (Telephones

de México), privatized in 1990. By 2006, Telmex had expanded its operations to Colombia, Peru,
Chile, Argentina, Brazil and Uruguay and the United States. Other players in the domestic industry
are Axtel and Maxcom. Because of Mexican orography, providing a landline telephone service at
remote mountainous areas is expensive, and the penetration of line-phones per capita is low
compared to other Latin American countries, at 40 percent; however, 82% of Mexicans over the
age of 14 own a mobile phone. Mobile telephony has the advantage of reaching all areas at a lower
cost, and the total number of mobile lines is almost two times that of landlines, with an estimation
of 63 million lines. The telecommunication industry is regulated by the government through
Cofetel (Comisión Federal de Telecomunicaciones).
The use of radio, television, and Internet in Mexico is prevalent. There are approximately 1,410
radio broadcast stations and 236 television stations (excluding repeaters). Major players in the
broadcasting industry are Televisa—the largest media company in the Spanish-speaking world—
and TV Azteca.

Energy

The Central Eólica Sureste I, Fase II in Oaxaca. The Isthmus of Tehuantepec is the region of
Mexico with the highest capacity for wind energy. (see Tehuantepecer, a strond wind that affects
the region)The Central Geotermoeléctrica Azufres III in Michoacán. 100% of the electricity
produced in Michoacán comes from renewable sources. 90% comes from hydroelectric plants, and
10% from the Azufres Geothermal Field. Energy production in Mexico is managed by state-owned
companies: the Federal Commission of Electricity and Pemex.

Science and technology:

The National Autonomous University of Mexico was officially established in 1910, and the
university become one of the most important institutes of higher learning in Mexico. UNAM
provides world class education in science, medicine, and engineering. Many scientific institutes
and new institutes of higher learning, such as National Polytechnic Institute (founded in 1936),
were established during the first half of the 20th century. Most of the new research institutes were
created within UNAM. Twelve institutes were integrated into UNAM from 1929 to 1973. In 1959,
the Mexican Academy of Sciences was created to coordinate scientific efforts between academics.

Market Audit and Competitive Market Analysis

Introduction
Our company wants to develop and introduce a new Product. So, we have gathered information
through in-depth interviews. We made a survey of the market to have a clear idea about our market,
 our customer demand, needs and wants. This information helps us to know about the current
market and prospects of our new product.

Name of the product: “Anaross”.

Type of product: Pineapples juice.

Ingredients:
Pineapple
Water
Sugar
Xanthan Gum
Citric Acid
Vitamin A
Vitamin C
Sodium Benzoate
Approved Preservatives
Natural Identical Pineapple Flavor

Container: Stylish bottle, can and juice packet.

Container Size:
Junior Juice Pack (120ml)
Normal Pack (250ml)
Contemptible Pack (500ml)

Family Pack (1ltr)

Product Price:

Junior Juice Pack (120ml) = 13

Normal Pack (250ml) =20
Contemptible Pack (500ml) =36
Family Pack (1ltr) =65
The Market

Our main target market people are the young age’s people who like to drink juice very much.
Mostly the school going students and the children. Beside that we also focus the young
Generation people. Although our main target market is young people but we also prefer the
People of adult and old age’s people.
Competitor Analysis:

The major soft drinks and juice companies of current market are:

Pran
Frootica
Froto
Shezan
Slice
Acme
Others
Empty

A. Market size of soft drinks:

The market share of soft drink companies in Mexico in 2010, based on sales value. In that year,
Coca Cola's market share in Mexico amounted to 47.7 percent. The leading 3 soft drink
Companies in Mexico had a market share of 70.3 percent. And the leading companies are
Coca cola, PepsiCo, Denino group.

Executive Summary
Our company wants to develop and introduce a new Product. So, we have gathered
Information through in-depth interviews. Our main target market people are the young ages
People who like to drink juice very much. Our main target market is young people but we also
Prefer the people of adult and old ages people.

Preliminary Marketing Plan

1. The marketing plan

A. Marketing objectives:

“Anaross” has three objectives. And the objectives are:

 To identify a new product

 To depict a marketing plan for the new product
 To describe the promotion plan for the new product
Target Market

A marketer can rarely satisfy everyone. Not everyone likes the same thing. Therefore marketers start
By dividing up the market into segments. They identify and profile distinct group of buyers who might
Prefer or require varying product and service mixes by examining demographic psychographic,
Geographic, Technological and behavioral differences among buyer. Then the marketer designed
Which segments the greatest opportunities, which are its Target markets. We have segmented our
Total market into 4Parts according to the consumers’ affordability, and our main target is to
Enter into this segmented market and satisfy all the consumers.

Product Adaption or Modification

“Anaross” is a product that serve different of customer. The product “Anaross” juice
Which is new in the market. The size of juices are 120 ml, 250 ml, 500 ml, and 1 liter.
This juice will be very refreshing and provide great support who great cold fever.

Promotion Mix

Our marketing mixes for the product “Anaross” are

Product Marketing:

For launching a product in the market, there is some procedure that should be followed by every
Marketer to move in the long run. Our product will enable our customers to have a different experience
To try our juice. They will be able to differentiate our product in quality which is unique in the soft
Drinks market. They will not be able to feel the same way for the other soft drinks in the market.

Price Strategies:

Pricing strategies are most important stage in marketing mix. As we are going to launch a new product in the
Market, we do not have any idea whether the price would be accepted or not by the customers. If we select
Extensively high price, customers will not buy and volume of sales will be very low. On the other hand setting
Lower price will not cover our costs. So we have to consider the following things in selecting price.
Prime Variable Fixed Per profit Margin Selling Retailers
Product cost cost Overheads Unit Price/unit selling
name Total price
Cost
Junior 4 3.75 0.25 8 2 25% 10 13
pineapple
juice(
120ml)
Pineapple 9 5.25 0.25 14.5 2.5 17% 17 20
juice(250ml)
 Pineapple 19 9.75 0.25 29 3 10% 32 36
juice(500ml)
Pineapple 39 15.25 0.25 54.5 5.5 10% 60 65
juice (1liter)

Channels of distribution

We will primarily use our existing distributors for distributing our new
Product “Anaros”Juice then; we will make some new channels and assign some distributor
To promote our product to Mexico. We are using mobile shop in the shopping malls, office
And crowded areas so that people can purchase the product easily when they like to
Consume. We will make our consumer by Value terms of sale.

Methods of Payment:

 cash in advance
 open account
 Credit card

Promotional activity:

We make promotional activities for our product in different school, college, various quiz
competitions, debates, and so on.

 Advertisements will be given in television, radio, internet, magazine, newspapers, and

billboards. Advertising themes will be changed with time and promotional activity will be
carried out to generate the consumer.

 In different occasion we will open special sales center where attractive point of purchase
display would be arranged to create positive image in consumer’s mind.

 We will provide different incentive to our distributor.

 We will sponsor various cultural programs, national occasions, Religion festival, other
important day(s).
Pro forma Financial Statements and Budgets
We make an action program for the next four months. And we believe that, if our four month
action programs will run well, then we will achieve our goals easily.
June:
In June we will arrange meeting with our suppliers, dealers. And talk about our new product’s
quality, product development etc.
July:
After meeting with the dealers we will provide sample Jual Juice to our customers for getting
publicity.
August:
After doing our successful operations of two month, at the third month we give extra benefits to
the dealers and sellers to improve our sales.
September:
In our last month of action program, if situation will favorable then we go for Divisional dealers
to distribute to the whole country.

Executive Summary

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. The things shown are designed in such a way that is able to grab the attention
of the present customers of other products. Bangladesh is a land of fertile. Here different types
of fruits are grown. Among them Pineapple is one of the most testy and nutrias fruits. So we
decide to make something new.