Group members

Sehrash basheer (34)

Saboor Hussain (08)
Azhar abbas (14)
Muhammad Sameer (37)

Refresh in juice

Introduction
People started too perished under the scorching heat of summer in our
country. They need an energy drink to refresh themselves. The Refresh in
is a fresh juice product. It provides energy and keeps fresh when people
feel weak or tired from doing work.
It contains vitamins and proteins which is a useful energy source. Vitamins
give freshness and proteins are the energy cells that recharge the human
body, so that they work their maximum.
The students, employees and workers become tired due to the workers
become tired due to the work burden and sunlight which make them feel
loose. They need an energy drink that makes them re-energize so they
may be able to perform better again and feel fresh.

Introduction
Companys vision statement:
Be the leader in the customer value
Companys mission statement:
To set world class standard in the juice industry through providing a
diverse range of high quality juice products that are prepared. In
accordance with the Islamic principles striving to satisfy consumers tasks
and needs and serving the society.

Introduction
Slogan:

The taste you desire

Ingredients are:
Mango, orange, apple and mixed
Sugar
Ascorbic acid
Stabilizer
Preservative
Artificial flavor
Beta carotene

THE FJ BEVERAGES BUSINESS IN RAHIM YAR

KHAN
FJ Beverages will commence its business in Rahim Yar Khan from
October 2018. The factory facility has been founded on 20 canal
area of land in the Industrial Area of the city.
The factory is expected to match the demands of the product.
We have ensured the installation of modern, sophisticated and
efficient equipment conforming to the very latest standards of
Goods Manufacturing Practices.

Objectives
To increase the 25% market share
To increase the length of product line i.e. its five now, we should
increase it to 6 or 7 soon.
To increase profits
To face strong competitors i.e. like Shezan and Nestle

SWOT Analysis
Strengths:

Updated technology plant

Quality product
Specialists available for specialized jobs and tasks
Hire experienced staff
Targeted to low and middle class people
Reasonable price

Weaknesses:
New in juice industry
Small distribution network
Strong competitor
No market share
Limited experience of customers

SWOT Analysis
Opportunities:
Increase the distribution network
Acquiring the newer technology and techniques
Market is very big and attractive
Takeover of the distribution
Threats:
New entrance from the competitors
So many competitors
Retaining consumers
Economic instability
Increase of general sales tax
Development of plant

Our Competitors:

Marketing strategy:
The marketing strategy is based on positioning of the product in the
mind of consumers.
Providing high quality juice to the customers
We will distribute our product on mass level to that we can maximize the
profitability

Positioning strategies
We want to put an image of our product in the consumers mind as
compare to competitors product.
We want to target the high school, college and graduate students
and government sectors that have to work hard and need to
Refresh in them is an instant

Market Segmentation
Geographical segmentation:
The Refresh in geographic first target area is Rahim Yar Khan and then move
in other major cities of pakistan . Supplying product to all areas of Rahim Yar
Khan, and have further divided the city into five zones.

Zone A: Gulshan-e-usman
Zone B: Gulshan-e-iqbal
Zone C: Church road
Zone D: Shahi road
Zone E: Jinnah Park

Market Segmentation
Demographic segmentation:
Demographic segmentation is done on the basis of;

Age
Gender
Income occupation
Education
Lifestyles
Social classes
Family size

Market Targeting:
Evaluate market segments:
Segment size and growth
Segment structural attractiveness
Companys objectives and resources

Selecting segments
Undifferentiated
Niche (concentrated)

Marketing mix
Product strategy
Develop the long term relationship with the customers
Give values to the customers to delighting them
Do whatever it takes not to satisfy the customers but retain our customers

Product variety
Brand name
Quality
Design
Packaging

Features
Fresh original fruit juice
Provides proteins and minerals
Provides vitamins
Beneficial for kidneys
Excellent in taste
Give freshness
Tetra pack protection packing

Marketing mix
Pricing strategies
The cost of fruits
Electricity
Factory overhead
Miscellaneous
Retailer margin
Profit
Total price

Rs.3
Rs.2
Rs.3
Rs.2
Rs.2
Rs.3
Rs.15

Marketing mix
Promotion
Criteria promotion:
Awareness
Knowledge
Liking
Preference
Purchasing

Main Source Of Promotion

Electronic media
Print media
Cable network
Bill boards
Hoardings

Places
Distributors Review

Controls
Three main function are performed under this element of planning
that are
Measuring
Comparing
Correcting

Action programs
Step 1:
We will initiate 80,00,000 rupees trades sales promotion campaign to educate dealers and generate
excitement for the product lunch and provide sample crate to our selected product reviews, opinion
leaders and celebrities as part of our public relation strategy

Step 2:
We will start integrate print/display/television campaign. The campaign will show how many
features the Refresh have for user to reenergize them.

Step 3:
As the juice advertisement continues, we will add consumer sale promotion by including them to our
messages. We will also support or retailer to increase our sales.

Step 4:
We plan to roll out a new advertisement having new views of customers through survey who have
used our drink which will help to promote our juic