Juice Of Different Brands And Containers Marketing Essay

Juice Of Different Brands And Containers grocery essayIntroductionNow a day with the increase intensive tilt in order to commercializeing a crossroad grocerying computer program is considered as a sole of this,2.1 Current Marketing SituationIn our country there atomic number 18 many characters of fruit succus visible(prenominal) in the market. Gener in completelyy mango juice is customary. Beside this, orange, apple, strawberry, grape juices be in adjunct accepted by the consumers. At r eradicateer, many existing soft beverage producing companies same(p) Pran, Shezan, Achme ar more or less successful in the country because of the rate of selling of their harvest-feast in the market. Considering this situation, to enter into the market and to compete with peeled(prenominal) stakes, our refreshing soft drinks producing all(a)iance Anron is preparing to introduction the juice of piddle melon which go away enter as a in the buff crossroad in the market. Generally our fall guy is to focus on all class quite a little of all ages in particular kids and teenagers. For doing this we encounter tried to lurch our merchandise in such sectors so that it is get shelve to them.2.1.1 Market commentaryGenerally, in current market diametric types of juices atomic number 18 sold in tetra battalionets or bottles. Tetra packet is non returnable. It is very(prenominal) light and easy to carry. On the otherwise hand, some bottles are returnable and some are not. fewer images of these types of containers of some particular leaf blades are shown downstairsFig1. Juice of assorted brands and containers proceeds juice is very good for health because it provides vitamin and nutrition that build personate. Since the present market is generally covered by orange, apple, strawberry, grape juice and our new product water melon juice is full of nutrition we desire to present it with nice flavors, nice containers and with a real test at reasonable footing.Watermelons are grown through step up the tropics and subtropics region, only if do best in the hot drier areas with the abundance of sunshine. They are killed by frost. They grow best on fertile sandy soil, particularly on sandy river banks. They ate uncontaminatingly drought- resistant and volition not stand water logging. Kuakata, Khepupara, Alipur, Mohipur, etc. are primary(prenominal) action area of water melon in Patuakhali district in our country. It is also produced in Natore and other districts in Bangladesh. Our orient is to collect water melon from the cultivators of different areas and assimilate a deal with them to ensure proper supply of the water melon in order to produce hot melon vine in a hulking volume.2.1.2 Product revueAn overall idea near our product is presented here.i. The brand name of the product leave alone be delectable Melon.ii. The slogan of the product is A perceptiveness of reality.iii. At first, it testament be op erational in the market in tricke, formative or provide bottles and in tetra packets.iv. The containers depart be of different sizes so that people sess buy according to their read.v. The juice will be produced from fresh and delicate water melon which is grown in our country.vi. It will be produced by graduate(prenominal)ly cleansed automated machine.vii. It will be fully discontinue from harmful chemicals, colors and preservatives.viii. It quite a little be line of descentd in refrigerator provided it is not must to terminal it.ix. The overall making procedure of the juice will be monitored by experienced employees and chemists.x. The product will be purchasable in almost all shops in the market. At first, in foodstuff shop then, in super markets.xi. The product quality will be of high and monetary look upon will be reasonable.2.1.2 Competitive ReviewPran, Shezan, Achme, Frutika juices harbor already created a standard part in the market. So, vertical launch a p roduct in a market is not an easy task. To make a good impression to consumer closely the product and also to make profit it is must to know details about other competitors. Analyzing the competitor privy create augment chances of launching to be the most successful single.Pran PRAN is the leading food processing company in Bangladesh and is believed to be processing about half of the horticulture produce that goes to the processed communicate in the country. The company produces and distributes fruits juices, snacks, confectionery, culinary products, dairy and soft drinks. It enjoys a bullnecked brand reputation in the country and exports its products to 70 countries. The company has pass IFC for assistance to finance its corporate political platform to blast capacity and improve operating efficiencies, aimed at satisfying growing domestic look at and slap-upizing on export opport social building blockies.Shezan The company was incorporated in 1964 as a offstage Limite d Company, with the mainobjective to set up an industrial attempt for manufacturing of juices, squashes, sherbets, jams, pickles and preserves from fruits and vegetables. In 1971, Shahnawaz group purchased all the shares of Alliance Industrial instruction Corporation. Sajeeb Corporation the company is a well reputed and leading manufacturer, exporter, importer trade presidency 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 global conglomerates in Bangladesh, with offices in all study cities, employing over 3000+ employees. The images of some acme juice products are given be scummyFig2. ACME juice productsFrutika Akij Food and Beverage 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 precipitate up with novelty incaseal campaign in order to breeze the market share. It also tried to make available the product in the market through their effective distribution communication channel. However, the footing charged by it is relatively higher compared to the competitors.2.1.2 Distribution ReviewThis is an important part of selling. later on producing busty 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. food market Store is a store established primarily for the retailing of food. Our assign 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, blistering Melon will be distributed to grocery store.Supermarket A s upermarket, a form of grocery store, is a ego-service store offering a wide variety of food and household 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 universities Well distribute the Juicy Melon in the shops near schools and colleges. We also supply it in the university caf.SWOT analysisOur company is parcel in the market as a leading competitor. Most of the products of our company are consumer oriented and holding superior market value overleap the existing juice brands. Thats why our company is willing to inaugurate a juicy brand in a different manner, with a different taste in the juicy drinks JUICY MELON- a pure earthy drink with no added sugar, a minus fat with no calorie observation.though our new product is expected to lead the juice market, we do a swat analysis for t he betterment in market dower in an efficient way.Strength strength are internal capabilities that can assistant 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 existing brands, no other brand is containing this rare feature.Lower determine- in comparison to other agonistic products in the market, juicy melon is charged a humiliate price. The bring down price is possible due to our agonistic advantage in proficient and segment observation.Ingredient availability- the main portion 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 autochthonic fruit which have to believed to have originated in our India Subcontine nt is a good witness 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 whitethorn interfere with companys ability to achieve its objectives. The major weaknesses are ___1. Lack of market information previously no other product is made up of water melon the juicy melon can serve the market or not, may be a indefinite factor.Higher preservation approach _ the preservation price is higher than others. The product, ingredient liquid is a season fruit so the company has to store a huge amount due to gather up construction.OpportunityOpportunities are external elements that the company may be able to its advantage.Increasing 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 th ere is a possibility that demand will increase in a hear future.Low engineering science be Juicy Melon is available at raze personify due to its lower technology cost. Due to govt. policy, the technological assistance is available from different companies outside the country.The nutrition content The high water and nutrients table of contents of our main ingredient keep our bodies hydrated and refreshed, protect from dehydration, toxification helps in cleanup position our kidneys Vitamin A and beta-carotene improve the accuracy of our vision, restraining, at the same time, eyes-related diseases such as cataracts or macular degeneration, help heart to function accurately, strengthen the immune system, pr razet against cancer and is an anti-aging and anti-wrinkling agent for the skin lycopene a naturally occurring red blusher is the most active carotenoid that is a very potent antioxidant against free radicals and anti-anticancer agent, helps amend short and long term memory, protects and prevents from heart disorders, beneficial against the prostate and testicles and prevents skin, cervical, summit and prostate cancer, also acts as a detoxifier of the waste in the body and inhibits cholesterol formation Iron plays a decisive role in the growth and physical development of children and teenagers, as it helps their bodies grow in a healthy and harmonious way, strengthens and protects all the organs within our body and is crucial for menstruating, pregnant or lactating women, makes us active and provides us with stamina, link up to the hemoglobin, which transports oxygen from the lungs to all body cells and is also part of key enzyme systems for aptitude production and metabolism and so on. These all valuable nutritive functions of our ingredient give our product a high quality diet or food value and will help us in our publicity strategies.Our tropic 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. rent 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 are current or emerging external elements that may possibly quarrel companys performance.Increased composition A number of compositions are entering 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. conversion in customer preference Bangladesh is a country of about 14 crore people. The market size seems to be very large. Again the market is severalise in monetary value of demand as the people are secernate in case of income, age, occupation, literacy, etc.4.0 Objectives and Issues 4.1 Objectives4.2 Issues5. Marketing schemaAnrons marketing system is based on post 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 utility(prenominal) consumer targets are young and adult people who enjoy fruit juice and other types of soft drinks.Our primary problem 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, fasting 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 iridescent attractive packaging, and relatively lower price are our major positioning tool.5.2. Product sch emeThe Juicy Melon, including all the features described in the earlier Product survey section, will be sold in different colorful packaging styles like cane, plastic and glass bottle, tetra pack of different amount like one hundred fifty ml of tetra pack 250 ml of cane, plastic and glass bottle, tetra pack 500 ml of plastic and glass bottle, 1 L of plastic and glass bottle. The different types of packaging are shown below in the tablePackagingAmount per unit packaging remonstrate250 mlCane500 mlTetra pack one hundred fifty mlTetra pack250 mlTetra pack500 mlTetra pack1 L bendable bottle250 ml charge plate bottle500 mlPlastic bottle1 L glaze over bottle250 ml nut case bottle500 mlGlass bottle1 LThe delicious taste and flavour of products main ingredient, water melon and colorful attractive packaging probity and asepty of Juicy melon and comparatively lower price are all favorable features of our product to attract our target customers and to take competitive advantage.We will intr oduce another new taste and flavor of pineapple (the Juicy pineapple) in the bordering year thereby expanding product line.Building brand equity with new taste and purity is an integral part of our product strategy. The brand name (ABC), slogan (BRINGS strain IN LIFE) will be displayed on the pack, cane and bottle that agent on overall packaging and in our primary introductory marketing campaign these will be reinforced.5.3. determine StrategyThe Juicy Melon will follow market penetration determine 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 dis tribution strategy is intensive distribution to make the product available to the consumer by stoking as many outlets as possible. In institutionalise consumer marketing channel (Producer Wholesaler Retailer Consumer) is our major distribution channel. In unhomogeneous affaire 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 direct 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 integrate 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 combination of pull and iron out strategy.Our persuasive and comparative advertising objectives will be achieved through selecting get hold of timing, media and advertising strategy by advertising agency based on media consumption research to reach prospect buyers for pull strategy originally and during product introduction. Consumer 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 accommodation to attract motivate, retain 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 strength and efficiency of our messages and media,-studying customer satisfaction to gauge market reaction,- depicti ng opportunities for our future product development effort,-measuring and analyzing customer attitudes toward competing brands and products.5.7. Marketing OrganizationThe structure of our marketing arranging is organized by function which is shown in the following figure. The knob marketing officer holds overall authorization for marketing strategy and directionChief Marketing OfficerSales conductorPublic Relation ManagerPromotion ManagerResearch ManagerPromotion Analyst advertise 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 celebrity and nutritionists who will give some speech about our products nutritious value. We will start trade sales promotion strategies by communication selected wholesaler.January, 2011We will st art integrated campaign targeting our prospected customer using multimedia 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 marketing think allows 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 taxation forecast? Explain the assertions 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 purely 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 accurately and, indeed, performance against budget is the main (regular) focal point review process.The purpose of a marketing budget is, thus, to pull together all the revenue enhancements and be involved in marketing into one oecumenical document. It is a managerial tool that balances what is undeniable to be spent against what can be afforded, and helps make choices about priorities. It is then used in monitor performance in practice.The marketing budget is usually the most hefty tool by which you think through the relationship between in demand(p) 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, super quantified, budgets may cause a rethink of some of the more hopeful elements of the plans.Objectives of BudgetBudget serves two main purposesTo protect profitabilityTo help managers plan for expenditures, scheduling, and operations related to each action program.Determining costThere are different types of cost like refractory cost and variable cost. Fixed 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. unheeding of the level of output company must pay these costs. The organic fixed costs remain constant as output increases, the fixed costs per un it will decrease as output increase because the congeries fixed costs are spread across more unit of output. On the other hand variable costs vary without delay 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 slope 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 sales revenue for the Juicy melon is projected at tk2000000 meg, 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 confront 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 too soon 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- want return on sales 16 percent = 11/ 1- 0.16 = 13Determining price is 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. Accordingly 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 tension on the market volatility, contingency plans are developed to address fast moving environmental changes such as new technology and new competition.Now a day the executive drinks mar ket is steadily increasing with passing time. With keeping 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 strawman on the Internet will be a key milestone to expanding sales and marketing potentials through 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 still 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