Dhaka City College B.B.

A VIII Batch Section: Marketing (B)

Marketing Promotion
Introduction
Juice is the liquid naturally contained in fruit or vegetable tissue. Juice is
prepared by mechanically squeezing or macerating fresh fruits or vegetables
without the application of heat or solvents. For example, orange juice is the
liquid extract of the fruit of the orange tree. Juice may be prepared in the
home from fresh fruits and vegetables using variety of hand or electric
juicers. Many commercial juices are filtered to remove fiber or pulp, but high-
pulp fresh orange juice is a popular beverage. Juice may be marketed in
concentrate form, sometimes frozen, requiring the user to add water to
reconstitute the liquid back to its "original state". However, concentrates
generally have a noticeably different taste from that of their "fresh-
squeezed" counterparts. Other juices are reconstituted before packaging for
retail sale. In this marketing plan we will express to show the
marketing plan for Spanking Carrot Juice.

Product overview

Particulars Information
Name of Product Spanking Carrot Juice
Name of the Company Spanking Juice Company
Product category Soft and health fruits juice (drink)
Ingredient or raw materials of Carrot
the product
Other Ingredient Sugar, Carbonated regulators,
vitamin C and D regulators
Certificated by BSTI
Ingredient Certificated by WHO and BSTI
BSTI registered number 680-5689-20/09

Chapter: 01

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Current market Situation

Currently in Bangladesh, the national economy and marketplace are
undergoing rapid changes and transformation. A large number of reasons
could be attributed to these changes; one of the reasons in these changes in
the Bangladesh’s Market situation is Globalization, and the subsequent
and resulting explosive growth of global trade and the international
competition.

The other reason for these changes in the Bangladesh’s Market situation
is the technological change. This is an important factor because the
technological competitiveness is making, not only the Bangladesh’s
market, but also the global marketplace competitive.

In the Bangladesh’s Marketing situation, the market success goes to

those companies that are best matched to the current environmental
imperatives. Those companies that can deliver what the people want and can
delight the Bangladesh’s customers are the market leaders.

Today the companies are operating in such a marketplace where survival of

the fittest is the law. In order to win, the companies are coming out with
various new and evolving strategies because the Bangladesh’s market is
also changing very fast. It is to capture the Bangladesh’s market, that the
domestics companies and the Multi National Companies are using all of their
resources.

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Fig: Current market situation of Bangladesh on the basis of Competition

Current market situation of Bangladesh on the basis of Product-

quality- service:

Fig: Current Market situation

Market position of fruits juice products

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Name Position %

Pran 13%

Frootica 13%

Froto 10%

Shezan 8%

Slice 12%

Tropicana 12%

Foster 12%

others 15%
Empty 5%

Relevance background data on:

1. Sales:

2. Cost:

3. Profit:

4. Marketing opportunities

5. Channels

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Marketing Channels are sets of interdependent organizations involved in
the process of making a product or service available for use or consumption.
Our Company follows four types of channels, these are:

1. Raw material channel: during this channel our firm collects raw
materials of carrot juice.

2. Distribution channel: Path to market our products

3. Communication channel: receiving information about consumers want

– Need – Demand, their wishes, market demand and acceptance, market
competition.

4. Cash flow channel: being paid and receive money through this method.

6. Forces of Macro-environment
In order to correctly identify opportunities and monitor threats, the
company must begin with a thorough understanding of the marketing
environment in which the firm operates. The marketing environment consists
of all the actors and forces outside marketing that affect the marketing

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management’s ability to develop and maintain successful relationships with
its target customers. Though these factors and forces may vary depending
on the specific company and industrial group, they can generally be
divided into broad micro environmental and macro environmental
components. For most companies, the micro environmental
components are:

• The Company
• Suppliers
• Marketing channel firms (intermediaries)
• Customer markets
• Competitors and
• Publics which combine to make up the company’s
value delivery system

The macro environmental components are thought to be:

• Demographic
• Economic
• Natural
• Technological
• Political

The wise marketing manager knows that he or she cannot always affect
environmental forces. However, smart managers can take a proactive,
rather than reactive, approach to the marketing environment.
As marketing management collects and processes data on these
environments, they must be ever vigilant in their efforts to apply what they
learn to developing opportunities and dealing with threats. Studies have
shown that excellent companies not only have a keen sense of customer but

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an appreciation of the environmental forces swirling around them. By
constantly looking at the dynamic changes that are occurring in the
aforementioned environments, companies are better prepared to adapt to
change, prepare long-range strategy, meet the needs of today’s and
tomorrow’s customers, and compete with the intense competition present in
the global marketplace. All firms are encouraged to adopt an environmental
management perspective in the new millennium. The marketing environment
surrounds and impacts upon the organization. There are three key
perspectives on the marketing environment, namely the 'macro-
environment,' the 'micro-environment' and the 'internal
environment'.

A company’s marketing environment consists of the actors and

forces outside marketing that affect marketing management’s ability to
develop and maintain successful relationships with its target customers.
1) Being successful means being able to adapt the marketing mix to trends
and change this environment.

2) Changes in the marketing environment are often quick and unpredictable.

3) The marketing environment offers both opportunities and threats.

4) The company must use its marketing research and marketing intelligence
systems to monitor the changing environment.

5) Systematic environmental scanning helps marketers to revise and adapt

marketing strategies to meet new challenges and opportunities in the
marketplace. The marketing environment is made up of a:

• Micro environment
• Macro-environment

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So below we have discussed the macro environment forces, which
may affect our product or marketing process.

The Company’s Macro environment

The company and all of the other actors operate in a larger macro
environment of forces that shape opportunities and pose threats to the
company. There are six major forces (outlined below) in the company’s
macro environment. There are six major forces (outlined below) in the
company’s macro environment.

1. Demographic

2. Economic

3. Natural

4. Technological

5. Political

1. Demography

The study of human populations in terms of size, density, location, age, sex,
race, occupation, and other statistics; It is of major interest to marketers
because it involves people and people make up markets. Demographic
trends are constantly changing. Some more interesting ones are.

The population (though not all countries) rate is growing at an

explosive rate. The greatest danger is in our country where poverty
contributes to the difficulties.

The most important trend is the changing age structure of the

population. The population is aging because of a high down in the birth rate
(in this country) and life expectancy is increasing.

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• Generation X--this group lies in the shadow of the boomers and lack
obvious distinguishing characteristics. They are a very suspicious group
because of all the difficulties that have surrounded and impacted their
group.

• Echo boomers (baby boomlets) are the large growing kid and teen
market. This group is used to affluence on the part of their parents (as
different from the Gen Xers).

• Generational marketing is possible; however, caution must be used to

avoid generational alienation. Many in the modern family now
“telecommute”--work at home or in a remote office and conduct their
business using fax, cell phones, modem, or the Internet In general, the
population is becoming better educated. The work force is be-coming
more white-collar. Products such as books and education services appeal
to groups following this trend.

2. Economic Environment

The economic environment includes those factors that affect consumer

purchasing power and spending patterns.

3. Natural Environment
The natural environment involves natural resources that are needed as
inputs by marketers or that are affected by marketing activities. During the
past two decades environmental concerns have steadily grown.

4. Technological Environment

The technological environment includes forces that create new technologies,

creating new product and market opportunities. Technology is perhaps the
most dramatic force shaping our destiny. New technologies create new
markets and opportunities.

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The following trends are worth watching:

• Faster pace of technological change; Products are being

technologically outdated at a rapid pace.

• There seems to be almost unlimited opportunities being developed

daily. Consider the expanding fields of health care, the space shuttle,
robotics, and biogenetic industries.

• The challenge is not only technical but also commercial--to make

practical, affordable versions of products.

• Increased regulation; Marketers should be aware of the regulations

concerning product safety, individual privacy, and other areas that
affect technological changes. They must also be alert to any possible
negative aspects of an innovation that might harm users or arouse
opposition.

5. Political Environment

The political environment includes laws, government agencies, and pressure

groups that influence and limit various organizations and individuals in a

given society. Various forms of legislation regulate business. Governments

develop public policy to guide commerce--sets of laws and regulations

limiting business for the good of society as a whole. Almost every marketing

activity is subject to a wide range of laws and regulations.

1. Increasing legislation to

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Protect companies from each other

Protecting consumers from unfair business practice

Protecting interests of society against unrestrained business behavior

2. Changing government agency enforcement. New laws and their

enforcement will continue or increase.

3. Increased emphasis on ethics and socially responsible actions.

Socially responsible firms actively seek out ways to protect the

long-run interests of their consumers and the environment.

 Enlightened companies encourage their managers to look beyond

regulation and “do the right thing.”

 Recent scandals have increased concern about ethics and social

responsibility.

 The boom in e-commerce and Internet marketing has created a new

set of social and ethical issues. Concerns are Privacy, Security, and

Access by vulnerable or unauthorized groups.

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Chapter: 02

Opportunities and issue analysis

SWOT Analysis
SWOT Analysis is a strategic planning method used to evaluate the
Strengths, Weaknesses, Opportunities, and Threats involved in a project or
in a business venture. It involves specifying the objective of the business
venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieving that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford University in
the 1960s and 1970s using data from Fortune 500 companies

Components and strategies of SWOT analysis

A SWOT analysis must first start with defining a desired end state or
objective. A SWOT analysis may be incorporated into the strategic planning
model. An example of a strategic planning technique that incorporates an
objective-driven SWOT analysis is Strategic Creative Analysis (SCAN).
Strategic Planning, including SWOT and SCAN analysis, has been the subject
of much research.

• Strengths: attributes of the person or company those are

helpful to achieving the objective.
• Weaknesses: attributes of the person or company those
are harmful to achieving the objective.
• Opportunities: external conditions those are helpful to
achieving the objective.
• Threats: external conditions which could do damage to
the business's performance.

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Here we have given SWOT of our Carrot juice.

1. Strength:

• Commercial basis production

• ingenious for health
• Containing Vitamin A & other health protein
• Contained 100% natural materials with pure carrot pulps
• Good for all types of Ages

2. Weakness:
• Price is high due to neutrality and various ingenious facts
• For more effective and 100% purity, consumer have to consume it within 5
day after the opening the juice packet.

3. Opportunities:
• Now a day consumers are vary conscious for their health
• Governmental supports
• People want new types of health food for their better health keeping
• It helps to reduce the balance of payment

4. Threats:
• Market situation
• New entry in the market
• Existing more fruits juice

Chapter: 03
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Objectives

Chapter: 04

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Marketing Strategies
Segmentation

A market segment is a group of people or organizations sharing one or more

characteristics that cause them to have similar product and/or service needs.

A market segment is a group of people or organizations sharing one or

more characteristics that cause them to have similar product and/or service
needs. A true market segment meets all of the following criteria:

• It is distinct from other segments (different segments have different

needs),

• It is homogeneous within the segment (exhibits common needs);

• It responds similarly to a market stimulus, and it can be reached by a

market intervention.

The term market segment is also used when consumers with identical
product and/or service needs are divided up into groups so they can be
charged different amounts. These can broadly be viewed as 'positive' and
'negative' applications of the same idea, splitting up the market into smaller
groups.

Improved segmentation can lead to significantly improved marketing

effectiveness. Distinct segments can have different industry structures and
thus have higher or lower attractiveness (Michael Porter). With the right
segmentation, the right lists can be purchased, advertising results can be
improved and customer satisfaction can be increased leading to better
reputation.

We will follow Successful Segmentation rules, and these are

Successful segmentation requires the following

• homogeneity within the segment

• heterogeneity between segments

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• segments are measurable and substantial

• segments are differentiable

• segments are accessible and actionable

• target segment is large enough to be profitable

Our segmented markets are:

1. Professional

2. Health Conscious

3. Child

Target market

A marketer can rarely satisfy everyone in a market. 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
prefers or requires varying product and service mixes by examining

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Demographic Psychographic, Geographic, technological and
behavioral differences among buyer. Then the marketer designed which
segments present the greatest opportunities which are its Target markets.

We have segmented our total local market into three parts, and our
main target to enter into this segmented market and satisfy the all
consumers. Our target market is total local market.

Market Positioning

In marketing, positioning has come to mean the process by which marketers

try to create an image or identity in the minds of their target market for its
product, brand, or organization. It is the 'relative competitive comparison'
their product occupies in a given market as perceived by the target market.

Although there are different definitions of Positioning, probably the most

common is: "A product's position is how potential buyers see the product",
and is expressed relative to the position of competitors. Positioning is a
concept in marketing which was first popularized by Al Rise and Jack Trout in
their bestseller book “Positioning - a battle for your mind”

Our positioning process

Generally, the product positioning process involves:

1. Defining the market in which the product or brand will compete (who
the relevant buyers are)
2. Identifying the attributes (also called dimensions) that define the
product 'space'
3. Collecting information from a sample of customers about their
perceptions of each product on the relevant attributes
4. Determine each product's share of mind
5. Determine each product's current location in the product space

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6. Determine the target market's preferred combination of attributes
(referred to as an ideal vector)
7. Examine the fit between:
o The position of your product
o The position of the ideal vector
8. Position.

Our Positioning concepts

More generally, there are three types of positioning concepts:

1. Functional positions
o Solve problems
o Provide benefits to customers
o Get favorable perception by investors (stock profile) and lenders
2. Symbolic positions
o Self-image enhancement
o Ego identification
o Belongingness and social meaningfulness
o Affective fulfillment
3. Experiential positions
o Provide sensory stimulation
o Provide cognitive stimulation

Product Management

Product management is an organizational lifecycle function within a company

dealing with the planning or marketing of a product or products at all stages
of the product lifecycle.

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• Defining new products

• Gathering market requirements

• Building product roadmaps, particularly Technology roadmaps

• Product Life Cycle considerations

• Product differentiation

Pricing

Pricing is the process of determining what a company will receive in

exchange for its products. Pricing factors are manufacturing cost, market
place, competition, market condition, Quality of product.

Pricing is one of the four Ps of the marketing mix. The other three aspects
are product, promotion, and place. It is also a key variable in microeconomic
price allocation theory. Price is the only revenue generating element
amongst the 4ps, the rest being cost centers. Pricing is the manual or
automatic process of applying prices to purchase and sales orders, based on
factors such as: a fixed amount, quantity break, promotion or sales
campaign, specific vendor quote, price prevailing on entry, shipment or
invoice date, combination of multiple orders or lines, and many others.
Automated systems require more setup and maintenance but may prevent
pricing errors. We will follow product Cost based pricing policies.

Distribution
Productions are for consumption. Having produced the products these need
to be made available to the final users of the products.

According to the Committee on Definition of the American Marketing

Associations

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“A channels of distribution or marketing channels is the structure of
intercompany organization units and extra company agents and dealers,
wholesalers and retailers through which a commodity or product or service
is marketed.”

The distribution channel is given below:

Our firm
Authorize Retailers Final
Wholesaler
d Dealers consumer
s
s

Marketing Communication
Market communication is a form of communication and promotion used to help
sell products and services. Typically it communicates a message including the name
of the product or service and how that product or service could potentially benefit
the consumer. However, Market communication does typically attempt to
persuade potential customers to purchase or to consume more of a particular brand

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of product or service. Modern Market communication developed with the rise of
mass production in the late 19th and early 20th centuries.

Promotion involves disseminating information about a product, product line,

brand, or company. It is one of the four key aspects of the marketing
mix. (The other three elements are product marketing, pricing, and
distribution.)

Promotion is generally sub-divided into two parts:

• Above the line promotion: Promotion in the media (e.g. TV, radio,
newspapers, Internet and Mobile Phones) in which the advertiser pays
an advertising agency to place the advertising.
• Below the line promotion: All other promotion. Much of this is
intended to be subtle enough for the consumer to be unaware that
promotion is taking place. E.g. sponsorship, product placement,
endorsements, sales promotion, merchandising, direct mail, personal
selling, public relations, trade shows

The specification of these four variables creates a promotional mix or

promotional plan. A promotional mix specifies how much attention to
pay to each of the four subcategories, and how much money to budget
for each.

A promotional plan can have a wide range of objectives, including:

sales increases, new product acceptance, creation of brand equity,
positioning, competitive retaliations, or creation of a corporate
image.

The term "promotion" is usually an "in" expression used internally by the

marketing company, but not normally to the public or the market - phrases
like "special offer" are more common. Examples of a fully integrated,

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long-term, large-scale promotion are My Coke Rewards and Pepsi
Stuff.

Our promotional plan:

1. Advertising: Advertisements in Television billboard etc

2. Free product: We will give free juice to our dealers, wholesalers and
retailers

3. Promotional activities: we will do promotional functions in different

schools; various quiz competitions, debates, and so on.

4. Sponsorship: we will sponsorship various cultural programs, national

occasions, Religion festival, other important day(s). Such as Phahela
Baishak (Happy Bangla New Year); Eid –Ul- Fitar, Eid –UL –Aaza,
Friendship day, world Health day, World Child Day ect.

Marketing Research

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Marketing research is the systematic gathering, recording, and analysis of
data about issues relating to marketing products and services. The term is
commonly interchanged with market research; however, expert practitioners
may wish to draw a distinction, in that market research is concerned
specifically with markets, while marketing research is concerned specifically
about marketing processes. Marketing research is often partitioned into two
sets of categorical pairs, either by target market:

o Consumer marketing research, and

o Business-to-business (B2B) marketing research Or, alternatively,
by methodological approach:
o Qualitative marketing research, and
o Quantitative marketing research

Consumer marketing research is a form of applied sociology that

concentrates on understanding the preferences, attitudes, and behaviors of
consumers in a market-based economy, and it aims to understand the
effects and comparative success of marketing campaigns. The field of
consumer marketing research as a statistical science was pioneered by
Arthur Nielsen with the founding of the ACNielsen Company in 1923.

Chapter: 05
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Marketing action programs

What will be done?
Ans: A new product (Carrot juice) will launch into the market.

When it will be done?

Ans: It will be done at July 20, 2010

Who it will be done?

Ans: It will be done by Spanking Juice Company

How much it will cost?

Ans: It will cost ___ BDT

How will progress be measured?

Ans: The progress will be measured by various techniques such as

1) Analyzing total sales

2) Marketing Research

3) Store audit

4) Sales forecasting

5) Commercial eye tracking research

6) Customer satisfaction research

Chapter:
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Financial Projection

Chapter:
07

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Implementation control
This last section of the marketing plan outlines the controls for monitoring and
adjusting implementation of the plan. It spells out the goals and budget for each
month and quarter, so management can review each period’s results and take
corrective action as needed. Spanking Juice Company must also take a number of
different internal and external measures to assess progress and suggest possible
modifications. Sometimes, contingency plans are included which outline steps the
management would take in response to specific environmental. The action plan lists
and prioritizes all the marketing strategies and activities we have identified. A
realistic projection of our production and customer service capabilities is paramount
to the success of any marketing plan. Our business needs to be able to meet the
demand that the consumers generate in a timely, customer-oriented, profitable
manner.

Process:

1. Measuring the result

2. Make the difference

3. Evaluate the result

If we get any errors then:

I. Find out the problems and its reasons

II. Try to solve

III. Remake the plan and implement that carefully

References

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THE END

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