Juice Of Different Brands And Containers Marketing Essay

Juice Of Different Brands And Containers Marketing EssayIntroductionNow a day with the increasing intensive competition in order to marting a intersection point trade project is considered as a sole of this,2.1 authentic Marketing SituationIn our earth there atomic number 18 many types of harvesting succus operable in the market. Gener all in ally mango juice is popular. Beside this, orange, apple, strawberry, grapeshot juices are also accepted by the consumers. At present, many existing soft drink producing companies like Pran, Shezan, Achme are more or less prospering in the country because of the rate of selling of their crossroad in the market. Considering this situation, to enter into the market and to compete with other brands, our raw(a) soft drinks producing play along Anron is preparing to launch the juice of water supply melon which pull up stakes enter as a new intersection point in the market. Generally our target is to focus on all phratry people of all ages in particular kids and teenagers. For doing this we obtain tried to distri providede our product in much(prenominal) areas so that it is available to them.2.1.1 Market DescriptionGenerally, in catamenia market variant types of juices are sold in tetra withdrawets or stores. Tetra packet is non returnable. It is very light and easy to carry. On the other hand, some bottlefuls are returnable and some are not. Few images of these types of containers of some particular brands are shown belowFig1. Juice of different brands and containersFruit juice is very good for wellness because it provides vitamin and nutrition that build body. Since the present market is generally covered by orange, apple, strawberry, grape juice and our new product water melon juice is ripe of nutrition we urgency to present it with nice flavors, nice containers and with a real test at reasonable price.Watermelons are grown throughout the tropics and subtropics region, but do best in the hot drier areas with the abundance of sunshine. They are killed by frost. They grow best on fertile sandy soil, specially on sandy river banks. They ate fairly drought- resistant and pass on not stand water logging. Kuakata, Khepupara, Alipur, Mohipur, etc. are main work area of water melon in Patuakhali district in our country. It is also produced in Natore and other districts in Bangladesh. Our target is to collect water melon from the cultivators of different areas and make a deal with them to ensure proper supply of the water melon in order to produce Juicy Melon in a large volume.2.1.2 convergence ReviewAn overall idea about our product is presented here.i. The brand name of the product provide be Juicy Melon.ii. The slogan of the product is A relishing of reality.iii. At first, it will be available in the market in cane, plastic or glass bottles and in tetra packets.iv. The containers will be of different sizes so that people can buy according to their need.v. The juice will be produced from fresh and pure water melon which is grown in our country.vi. It will be produced by tallly meliorated automated machine.vii. It will be fully free from harmful chemicals, colors and preservatives.viii. It can be stored in refrigerator but it is not moldiness to store it.ix. The overall making procedure of the juice will be monitored by experienced employees and chemists.x. The product will be available in almost all shops in the market. At first, in grocery shop then, in super markets.xi. The product quality will be of high and price will be reasonable.2.1.2 Competitive ReviewPran, Shezan, Achme, Frutika juices have already created a standard position in the market. So, just launch a product in a market is not an easy task. To make a good impression to consumer about the product and also to make pelf it is must to know details about other competitors. Analyzing the competitor can create augment chances of launching to be the most successful one.Pran PRAN is the lea ding food bear on society in Bangladesh and is believed to be processing about half of the horticulture produce that goes to the processed channel in the country. The company produces and hand outs fruits juices, snacks, confectionery, culinary products, dairy and soft drinks. It enjoys a strong brand reputation in the country and exports its products to 70 countries. The company has requested IFC for assistance to finance its corporate visualise to expand capacity and improve operating efficiencies, aimed at satisfying growing domestic assume and capitalizing on export opportunities.Shezan The company was incorporated in 1964 as a Private especial(a) Company, with the mainobjective to set up an industrial undertaking for manufacturing of juices, squashes, sherbets, jams, pickles and preserves from fruits and vegetables. In 1971, Shahnawaz group purchased all the shares of Alliance IndustrialDevelopment Corporation. Sajeeb Corporation the company is a well reputed and leading manufacturer, exporter, importer marketing organisation of consumer products (Shezan Juice, TANG, Nocilla, Kolson Lascha Semai, Kolson Macaroni, Kolson Vermicelli, Kolson Noodles, Sajeeb Biscuits other food item) in Bangladesh.Acme ACME Group is one of the leading and diversified world-wide conglomerates in Bangladesh, with offices in all major cities, employing over 3000+ employees. The images of some acme juice products are given belowFig2. ACME juice productsFrutika Akij Food and swallow Limited (AFBL) is one of the main concerns of Akij Group, which is a Bangladeshi industrial conglomerate. Frutika Juice is the juice brand of AFBL, recently introduced juice in the prevalent Bangladesh market. From the lunching of the product Frutika Juice has come up with novelty promotional campaign in order to grab the market share. It also tried to make available the product in the market through their effective distribution channel. However, the price charged by it is relatively higher compared to the competitors.2.1.2 Distribution ReviewThis is an important part of marketing. later onwards producing Juicy Melon in the company it is required to distribute it in the market. At first, we will distribute it almost all shops of divisional cities.Grocery chisel in is a store established primarily for the retailing of food. Our assigned team member will distribute the product in grocery shops. People of our country are largely dependent on this type of shops. They can buy necessary things from their nearest shop. So, to reach our product to every people, Juicy Melon will be distributed to grocery store.Supermarket A supermarket, a form of grocery store, is a self-service store offering a wide variety of food and base merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore. Well distribute our product at this type of market.Schools, colleges and univers ities Well distribute the Juicy Melon in the shops nearby schools and colleges. We also supply it in the university caf.SWOT compendOur company is serving in the market as a leading competitor. Most of the products of our company are consumer oriented and holding superior market foster pull out the existing juice brands. Thats why our company is willing to inaugurate a dismal brand in a different manner, with a different sense of taste in the juicy drinks JUICY MELON- a pure natural drink with no added sugar, a minus fat with no calorie observation.Though our new product is expected to lead the juice market, we have a swat depth psychology for the betterment in market serving in an efficient way. efficacy strength are internal capabilities that can help the company reach its objectives .our company has the strengths-Innovative feature- the juicy melon is containing a minus fat characteristic, which is a new observation in case of any juicy brands. Along with our companies exi sting brands, no other brand is containing this rare feature.Lower price- in similarity to other competitive products in the market, juicy melon is charged a lower price. The lower price is possible due to our competitive advantage in technological and ingredient observation.Ingredient availability- the main ingredient used in the Juicy Melon is water melon. Water melon is largely produced in all over the country. The price is also seems to be very low which is very positive indication for the company.Full of nutrition-our main ingredient ,watermelon is a indigenous fruit which have to believed to have originated in our India Subcontinent is a good source of vitamin A, high in vitamin C, beta-carotene, lycopen, iron, zinc, potassium and other nutritive minerals and very low in sodium free of fat, saturated fat and cholesterol.Weakness weakness is internal elements that may interfere with companys ability to achieve its objectives. The major weaknesses are ___1. Lack of market sch ooling previously no other product is made up of water melon the juicy melon can serve the market or not, may be a questionable factor.Higher preservation bell _ the preservation appeal is higher than others. The product, ingredient liquid is a season fruit so the company has to store a huge amount due to demand construction.OpportunityOpportunities are external elements that the company may be able to its advantage.increase demand Due to peoples health consciousness and other environmental factors people are demanding natural food. The Juicy Melon will be available in the market with this unique characteristic. So there is a possibility that demand will increase in a hear future.Low technology cost Juicy Melon is available at lower cost due to its lower technology cost. Due to govt. policy, the technological assistance is available from different companies extraneous the country.The nutrition content The high water and nutrients contents of our main ingredient keep our bodies hy drated and refreshed, protect from dehydration, toxification helps in cleaning our kidneys Vitamin A and beta-carotene improve the accuracy of our vision, preventing, at the same time, eyes-related diseases such as cataracts or macular degeneration, help heart to function accurately, strengthen the immune system, prevent against cancer and is an anti-aging and anti-wrinkling agent for the skin lycopene a naturally occurring red pigment is the most active carotenoid that is a very potent antioxidant against free radicals and anti-anticancer agent, helps improving short and long term memory, protects and prevents from heart disorders, good against the prostate and testicles and prevents skin, cervical, breast and prostate cancer, also acts as a detoxifier of the waste in the body and inhibits cholesterol formation Iron plays a decisive utilization in the growth and physical development of children and teenagers, as it helps their bodies grow in a healthy and harmonious way, streng thens and protects all the organs within our body and is of the essence(p) for menstruating, pregnant or lactating women, makes us active and provides us with stamina, links to the hemoglobin, which transports oxygen from the lungs to all body cells and is also part of key enzyme systems for energy production and metabolism and so on. These all valuable nutritious functions of our ingredient give our product a high quality diet or food value and will help us in our promotion strategies.Our tropical climate The succulent, thrust-quench fruit watermelon containing 90% water is available for maximum three months on the other hand in our tropical country, now a days, summer exists more than about seven months. As a result, the demand of this refreshing and thrust-quench fruits exists beyond the period of watermelons availability.Demand for all the year round Besides delicious and watery mouth taste, the high nutritious value will support its demand for the whole year.Threats Threats ar e current or emerging external elements that may possibly challenge companys performance.Increased composition A number of compositions are accounting entry into market with fruit juice orientation .Along with our companys existing fruit juice, grappyfizz, appyfizz etc. again no water melon juice is available in the market. garland in client preference Bangladesh is a country of about 14 crore people. The market size seems to be very large. Again the market is differentiated in terms of demand as the people are differentiated in case of income, age, occupation, literacy, etc.4.0 Objectives and Issues4.1 Objectives4.2 Issues5. Marketing schemaAnrons marketing outline is base on positioning of product differentiation in terms of new taste and flavor and relatively lower price than other competitors.Our primary consumer target is children and our collateral consumer targets are young and adult people who enjoy fruit juice and other types of soft drinks.Our primary charabanciness targets are wholesalers and retailers of busy places like bus terminals, railway stations, and local markets. Our secondary business targets are cafeteria of college and university, fast food shops and shopping mall.5.1. PositioningThough our product Juicy Melon is undifferentiated type, we want to differentiate it by providing real taste of watermelon which is one of the most flavored and nutritious fruit. The flavored taste of watermelon, the brand new type of juice, the nutritious value, the colorful taking packaging, and relatively lower price are our major positioning tool.5.2. Product StrategyThe Juicy Melon, including all the features described in the earlier Product check out section, will be sold in different colorful packaging styles like cane, plastic and glass bottle, tetra pack of different amount like cl ml of tetra pack 250 ml of cane, plastic and glass bottle, tetra pack d ml of plastic and glass bottle, 1 L of plastic and glass bottle. The different types of pack aging are shown below in the tablePackagingAmount per unit packagingCane250 mlCane500 mlTetra pack150 mlTetra pack250 mlTetra pack500 mlTetra pack1 LPlastic bottle250 mlPlastic bottle500 mlPlastic bottle1 LGlass bottle250 mlGlass bottle500 mlGlass bottle1 LThe delicious taste and flavour of products main ingredient, water melon and colorful deplumateive packaging purity and asepty of Juicy melon and relatively lower price are all favorable features of our product to attract our target customers and to take competitive advantage.We will introduce another new taste and flavor of pineapple (the Juicy pineapple) in the succeeding(prenominal) year thereby expanding product line.Building brand equity with new taste and purity is an inbuilt part of our product strategy. The brand name (ABC), slogan (BRINGS TASTE IN LIFE) will be displayed on the pack, cane and bottle that means on overall packaging and in our primary introductory marketing campaign these will be reinforced.5.3. Price S trategyThe Juicy Melon will follow market penetration pricing strategy with target of large market sharing by attracting large number of buyers.The Juicy melon will be introduced at the wholesale and retail price per unit which are shown in the following tablePackagingPrice Per UnitCane, 250 ml13Cane, 500 ml25Tetra pack, 150 ml10Tetra pack, 250 ml13Tetra pack, 500 ml25Tetra pack, 1L48Plastic bottle, 250 ml13Plastic bottle, 500 ml25Plastic bottle, 1L48Glass bottle, 250 ml13Glass bottle, 500 ml25Glass bottle, 1L485.4. Distribution StrategyOur distribution strategy is intensive distribution to make the product available to the consumer by stoking as many outlets as possible. In transfer consumer marketing channel (Producer middleman Retailer Consumer) is our major distribution channel. In various occasion like Pahela Baishakh, International Mother Language Day, Independent Day, Victory Day, Eid Ul Azha, Eid Ul Fitar, Durga Puja, fair and so on, we will follow mobile marketing using dir ect consumer marketing channel by direct selling to consumer at half of the price per unit in the college and university campus and other gathering and fair place.5.5. Marketing Communication StrategyBy using all media like TV channels, printing media, radio, bill board, we will unify all messages to reinforce the brand name, the main points of positioning of new and unique taste and flavor and lower price. We will follow both a cabal of pull and push strategy.Our persuasive and comparative ad objectives will be achieved through selecting appropriate timing, media and advertising strategy by advertising agency based on media consumption research to reach prospect buyers for pull strategy before and during product introduction. Consumer gross sales promotion tools like premium, contests which will be communicated through advertising will be used for pull strategy.For push strategy we will use trade sales promotions like discount, premium, display allowance to attract motivate, re tain and persuade wholesaler and retailer to give self space, promote in advertising, and push our product to consumers.For our new product we need large advertising budget as we want to gain large marketing share.5.6. Marketing ResearchOur exploratory and descriptive research objectives are--measuring brand awareness during and after marketing campaigns which will help us determines the effectiveness and efficiency of our messages and media,-studying customer satisf effect to gauge market reaction,-identifying opportunities for our future product development effort,-measuring and analyzing customer attitudes toward competing brands and products.5.7. Marketing plaqueThe structure of our marketing organization is organized by function which is shown in the following figure. The Chief marketing officer holds overall authorization for marketing strategy and directionChief Marketing Officer gross sales ManagerPublic Relation ManagerPromotion ManagerResearch ManagerPromotion psychoanaly stAdvertising AnalystFigure Arnones Marketing Organization6.0 Action ProgramsWe will launch our product Juicy Melon in first January 2011.The summary of our next four months action programs to our objectives are given below.December, 2010We will introduce our Juicy Melon formally by arranging concert inviting most popular honor and nutritionists who will give some speech about our products nutritious value. We will graduation trade sales promotion strategies by communicating selected wholesaler.January, 2011We will start integrated campaign targeting our prospected customer using multimedia system like TV channels, printing media, radio, bill board. We will start consumer sales promotion.February, 2011We will continue multimedia advertising campaign to reinforce our positioning strategies and will also continue trade sales promotion tactics.March, 2011We will use new type of advertising, and will continue consumer sales promotion and will use mobile marketing.7.0 BudgetThis marke ting plan includes a detailed budget, schedule, and managerial assignment for every action program. After implementing the marketing plan, up-to-date data has to be collected about the product position regularly and then for control purposes the plan will be allowed for month-by-month comparison of actual versus projected sales and expenses.Budgets as managerial toolsHow much will the activities defined above cost? Can you provide a tax forecast? Explain the assumptions on which the forecast is based and consider various (best case, worst case) scenarios. Since many Information Centers now operate as cost centers, if not profit centers, this component of the plan is extremely important.The classic quantification of a marketing plan appears in the form of budgets. Because these are so rigorously quantified, they are particularly important. They should, thus, represent an unequivocal projection of actions and expected results. What is more, they should be capable of being monitored a ccurately and, indeed, performance against budget is the main (regular) management review process.The purpose of a marketing budget is, thus, to pull together all the revenues and be involved in marketing into one comprehensive document. It is a managerial tool that balances what is needful to be spent against what can be afforded, and helps make choices about priorities. It is then used in monitoring performance in practice.The marketing budget is usually the most powerful tool by which you think through the relationship between desired results and available means. Its starting point should be the marketing strategies and plans, which have already been formulated in the marketing plan itself although, in practice, the two will run in parallel and will interact. At the very least, the rigorous, passing quantified, budgets may cause a rethink of some of the more optimistic elements of the plans.Objectives of BudgetBudget serves two main purposesTo protect profitabilityTo help man agers plan for expenditures, scheduling, and operations related to each action program.Determining costThere are different types of costs like fixed costs and variable costs. strict costs (also known as overhead) are costs that do not vary with production or sales levels and include costs such as rent, interest, depreciation and clerical and management salaries. Regardless of the level of output company must pay these costs. The total fixed costs remain constant as output increases, the fixed costs per unit will decrease as output increase because the total fixed costs are spread crosswise more unit of output. On the other hand variable costs vary directly with the level of production and include costs related to the direct production of the product and many of the marketing costs associated with selling it. Although these costs tend to be uniform for each unit produced, they are called variable costs because their total varies with the number of units produced.Total first year sal es revenue for the Juicy melon is projected at tk2000000 million, with an average wholesale price tk 13.00 per bottle and variable cost per bottle 3.00 tk for per bottle sales volumes 400000. We anticipate a first year loss up to 10 million on the juicy melon. Break even calculation indicates that the juicy melon will become profitable after the sales volume exceeds 40000 early in the products second year. Our breakeven analysis of juicy melons first product assumes per bottle whole sale revenue of amount per bottle. Variable cost of tk 3 per bottle, and estimated first year fixed cost of 400000. Based on the assumption the breakeven calculation isBeak even volume = = Fixed costs / price variable costs = 400000/13-3 = 40000Where as fixed costs = 4, 00,000Variable cost = 3Expected unit sales= 50,000Unit costs = variable costs + fixed cost/expected unit sales = 3+ 400000/50000 = 11Mark up price = unit costs / 1- desired return on sales 16 percent = 11/ 1- 0.16 = 13Determining price i s one of the most important marketing decisions and marketers have to considerable leeway when setting prices. The limiting factors are demand and costs. Demand factors such as buyer perceived value, set the price ceiling. The companys cost set the price floor. In between these two factors, we as a marketer must consider competitors price and other factors such as reseller requirements, government regulations, and company objectives as well.Since we started as a new product we would like to sell at wholesale prices tk 13.00. In order to expand the market and to gain market share rapidly we launch the product at a lower price. wherefore we first consider pricing decision s from a cost perspective. The n we consider consumer value, the competitive environment and the reseller requirements.8.0 ControlsControls help management assess results after the plan is implemented, identify any problems or performance variations, and initiate corrective action.We would like to plan tight control measures to closely monitor quality and customer satisfaction. This will enable us to react quickly in correcting any problems that may occur. Other early warning signals that will be monitored for signs of deviation from the plan include monthly sales (by segment and channels) and monthly expenses. Giving the emphasis on the market volatility, contingency plans are developed to address fast pitiable environmental changes such as new technology and new competition.Now a day the executive drinks market is steadily increasing with passing time. With charge this in mind, our marketing programs will expand accordingly. The addition of an internally index will allow juicy melon to the market with the expanding number of potential customers. Sales will increase accordingly, providing working capital for internal product development, marketing department growth, and Internet development. A presence on the Internet will be a key milestone to expanding sales and marketing potentials throu gh the utilization of new channels. Ultimately everything is carried out to monitor the project success.Break-even analysisBased on understanding of the costs, consumer value and the competitive environment and reseller requirement we have decided to set its price to wholesalers at tk 13.00.At that price what sales level will be needed to break even or make profit is determined. Breakeven analysis determines the unit volume 40,000 and taka sales needed to be profitable given a particular price and cost structure. At the breakeven point, total revenue equals total costs and profit is zero. Above this point the company will make profit below it, the company will lose money.The break even analysis shows that to reach the break even point, the company is required to have sold 4000 units of the juice. As per the sales forecast, it will happen by the end of 4th year (2014) of launching product into the market.Table Break Even analysisQuantity of bottles(thousands)(1)FC (Tk)(thousand)(2)VC (Tk)(thousand)(3) = (1) - Tk. 3TC (Tk)(thousand)(4) = (2) +( 3)TR (Tk)(thousand)(5) = (1) - Tk13Profit (Tk) (thousand)040004000-4001040030430130-3002040060460260-2003040090490390-10040400120520520050400150550650100Figure Break Even analysisConclusionIn order to the effective