Girls Energy Drink Business Plan


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Girls Energy Drink Business Plan

  1. 1. 1Executive Summary Although women today make up a large number of the consumers of energy drinks in the globalmarket. The idea of energy drinks for women in Thailand is still a rather new subject. Yet with the risingtrend of healthy consumption in Thailand, women consumers are becoming more and more consciousabout what they consume. Healthier alternatives to coffee and other high calories and fattening energydrinks have becoming increasingly popular in the food industry, especially those that are new andunique. Therefore, to take advantage of this opportunity, our company would like to propose an idea ofGIRLZ, an innovative women’s sugar-free, fat-free energy drink, promising a boost that would not workagainst women’s body in the long run. With light fruity flavors, GIRLZ provide a relaxing feeling that stillallows women to get that much boost without the jittery feeling that is commonly associated withtraditional energy drinks. The purpose of this project is to develop a comprehensive business plan for GIRLZ, a healthyenergy drink for women, and assess the opportunity of it in the market though the use of qualitative andquantitative surveys and relevant data collection. The project will explore business opportunities by investigating our target customers’preferences, current market situation, and price of the products will also be determined through thedata collecting process. We also analyzed Thailand’s energy drinks market and its background, as well asevaluated the opportunities available in the market that may benefit our business.The final plan will ultimately determine whether the proposed business is viable in today’s market. 1|Page
  2. 2. 2Background Energy drinks are non-alcoholic beverages intended to provide a quick burst of high energy tothe consumer. Generally, the core component iscaffeine. Thailand has a long history of energy drinks Energy Drink in Thailandand the use of caffeine has been a key ingredient.Recent years have witnessed the emergence ofseveral new energy drinks. The dominant ones inThai’s market include M 150, Carabao Daeng, KratingDaeng or Red Bull, and Lipovitan-D or Lipo. For a rather long time, energy drinks have been especially popular among the Thailands Tuk-tukand bus drivers. Since when energy drinks where originally launched in Thailand, they targeted at the so-called blue-collar client. The energy boosters were for the hard-working men to get through the day. Tomany Thais, a thick syrup like sweet beverage in simple little brown bottles suitable to be hold in manlyhard hands. The image has remained and got even more Male Consumeremphasized when the companies started to function assponsors in real men sports such as Thai Boxing and Westernstyle boxing. Although women today make up a large number of the consumers of energy drinks in the globalmarket. The idea of energy drinks for women in Thailand is still a rather new subject. Many energydrinks ads in Thailand purposely use an exclusive aiming at male consumers, this explains why at leastThai females rather stay away from these products. 2|Page
  3. 3. 3 However, women are more concerned fortheir health than men; they are apt to be more Women are more concerned for their health than men.selective than men. This means paying attention tothe products ingredients. Women too need energy intheir daily lives. This energy must be consistentenergy, not your short-lived energy buzz.Furthermore, it must be healthy energy, or it isscratched off of their analytical criteria lists. When itcomes to healthy, women tend to have eagle eyes.In response, GIRLZ is releasing an energy drink forwomen that have both sugar-free and fat-free, promising a boost that wouldn’t work against women inthe long run. The product is made sure to pay special attention to female consumers. 3|Page
  4. 4. 4Company OverviewCompany Name: GIRLZ Company Ltd.Mission: “Our mission is to serve women by providing quality energy drink.”Slogan: Cheer up!Vision: Our vision is to capture Thai market by providing quality energy drink at premium price in order to match women’s lifestyle. 4|Page
  5. 5. 5Objectives: • Maintain positive, strong growth each year not withstanding seasonal sales patterns. • Increase customer satisfaction simultaneously. • Boost the profit margin by adequate percentage each quarter through efficiency and economy of scale. • Maintain a significant research and development and advertisement budget to enhance future product developments. • Improve brand knowledge and public attitudes toward energy drink and women.Keys to Success: In order to create such profitable and sustainable company, GIRLZ musteliminate the image that energy drinks are only for men, design and produce quality products that meetfemale market demand, as well as ensure total customer satisfaction.Company DescriptionGIRLZ Company Limited is a new beverage company that aims to attract female customers. It will launchthe first product - quality energy drink with women’s in mind – under the same name of the company“GIRLZ.” 5|Page
  6. 6. 6SWOT ANALYSIS The following SWOT analysis takes the key strengths and weaknesses within the company, anddetails the opportunities and threats we will be facing from the external environment, which wouldprovide management with a framework for reviewing the strategy, position, and direction of thecompany.Strengths• Remarkable Style o GIRLZ has a fresh and fashionable brand identity attractive to most women for the design of the logo, bottle and execution is specially specified for women.• The only company producing energy drink that target women o None of the existing energy drinks in the market is targeting female consumers. Therefore, our company is the first and only energy drink that keeps women’s desires in mind and produces energy drinks which specifically targeted women.o High quality and healthy ingredients GIRLZ provides energy drink that contains high quality and healthy ingredients such as vitamins, minerals, and antioxidants and most important with low amount of caffeine. We make sure GIRLZ delivers the nutrition that women with active lifestyles need such as L- carnitine for turning fat into energy and Ginseng for revitalization.• High energy, low fat o Our company produces energy drink that gives high energy but low fat. As well as, both sugar-free and fat-free, promising a boost that wouldn’t work against women in the long run. The product is made sure to pay special attention to female consumers. 6|Page
  7. 7. 7Weaknesses• Above-average prices o Due to using premium ingredients, the price of GIRLZ energy drink will be slightly higher than other brands’.• New to the market o The brand needs to take an extra effort to establish credibility and trust with the consumers because the brand is relatively new and unknown to consumers.Opportunities• Health concerns o People are becoming more concerned about their health. They tend to involve in healthy lifestyle. Therefore, GIRLZ uses this opportunity to penetrate the market to serve those of whom are concern about their consumption especially female customers.• No direct competitor o GIRLZ initiates energy drinks specifically for women. Therefore, the company is the only one in the market. This gives GIRLZ highest capacity to grow in the market without extra effort to break through the clutter.• Diet trend o Weight loss trend is popular in Thailand nowadays especially among women. It is the right time for our products to be released since our products help consumers burn calories faster. 7|Page
  8. 8. 8Threats• Attitudes are difficult to change o People perceive energy drink as a product for men and blue-collar workers. This attitude has been rested in their mind for a long time. It requires a lot of effort to change their opinion.• Alternatives i.e. coffee o Although we are the only one in the market that produce energy drinks for women, some alternatives such as coffee can compete for the market with our energy drink. 8|Page
  9. 9. 9TARGET MARKET We target only on women in Thailand with the age of 18-25. The number of our targetconsumers in Thailand is 3,781,995. Details related to people who our business will serve Basically our business will serve only women in Thailand and our targetpopulations are high school and university students. The reasons why we selectedhigh school and university students: • This group tends to have busy lifestyle. • Although they are busy, they concern about their health. • They are sophisticated and love socializing. General Traits of customers Sporty Women Consumer profile • Gender: female • Age: 18 - 25 years old • Occupation: high school/ university students • Lifestyle: active, sophisticated, and healthy • Personality: lively, fun, friendly, flirty Factors influencing consumers purchasing decision for GIRLZ are as follows: • Premium ingredients • Vitamin supplement • Packaging University Student • Appropriate price • Speeding up calorie burning • High energy but low fat 9|Page
  10. 10. 10Operational PlanIn our initial stage, GIRLZ Beverage will rent out office space located at:850/21 Ladkrabang Road, Khet Ladkrabang,Khwaeng Ladkrabang, Bangkok 10520The office space is rent and will accommodate the necessary office equipment such as computers, faxmachine, photocopy machine, and other office equipment. This facility will require an estimated฿ 80,000 to renovate in a style that is aesthetically pleasing to the clients as well as the owners.These facilities will be rent at ฿50,000 per month.The office will be used as the head office of executive and management level composed of ChiefExecutive Officer, Chief Financial Officer, marketing manager, HR manager,Operational manager, as well as production manager. Thai Atlas Company LimitedFor the production process, GIRLZ Beverage hires the external factory calledThai Atlas Company Limited located at:37 Moo.1 WatRoman Petchkraseam Takham Sampran Nakhonpraton 73110This factory will produce the quality energy drink under the direction of theGIRLZ Beverage’s production manager. 10 | P a g e
  11. 11. 11Marketing Strategies1. Product StrategyOur product marketing strategy will emphasize the benefits of consuming our products; includingrefreshment, energy boost without jitters, calorie-burning, as well as skin revitalization. Since womenare extremely active but have low energy and stamina to work the day off, we intend to sell theopportunity to regain energy instantly and enjoy oneself amongst friends, family, and colleagues.Product descriptionGIRLZ is Thailand’s first and only energy drink that specially formulated for women. This litchi-flavoredenergy drink has the great light taste that helps women revitalize their body condition without havingany side effects. GIRLZ stand outs from other energy drinks since it contains natural ingredients,vitamins, minerals, and antioxidants, with low amount of caffeine. What’s more, GIRLZ is sweetenedwith sucralose. That means it is sugar-free, carbohydrate-free, and most importantly calorie-free.Therefore, it delivers the nutrition that women with active lifestyles need, whether for doing extra workin the office or spending time during a late night to study for an exam. 11 | P a g e
  12. 12. 12The following are the active ingredients of GIRLZ:Ingredients BenefitGinseng • Revitalizing and aiding recovery from weakness after illnessL-Carnitine • Turning fats into energyTaurine • Preventing oxidative stress induced by exerciseCaffeine • Increasing alertness and wakefulness • Providing faster and clearer flow of thoughtGuarana • Increasing focus • Body fat-burningInositol • Reducing cholesterol in the bloodFor further product differentiation, GIRLZ includes the top three supplements that the surveyrespondents prefer in energy drink to ensure consumer satisfaction. Respondents prefer energy drink that contains... L-carnitine Vitamin E 5% 8% Vitamin A Vitamin C 8% 22% Conenzyme Q10 8% Collagen Calcium 21% 11% Vitamin B Complex 17% 12 | P a g e
  13. 13. 131. Vitamin CGIRLZ provides 75 milligrams of Vitamin C which is the recommended daily intake for women. Vitamin Cis a strong antioxidant that increases the synthesis of collagen and helps reduce skin damage caused byfree radicals.2. CollagenCollagen ingested orally can be beneficial to the skin, and help improve appearance of hair and nail.Seeing that women concerns about skin and beauty, GIRLZ contains 1,000 milligrams of Collagen.3. Vitamin B ComplexVitamin B Complex is required for the proper functioning of almost every process in the body.Therefore, GIRLZ provides Thiamin (Vitamin B1) 1.5 mg, Riboflavin (Vitamin B2) 1.7 mg, Niacin (VitaminB3) 20 mg, Vitamin B6 5 mg, Vitamin B12 15 μg, Pantothenic Acid (Vitamin B5) 10 mg. 13 | P a g e
  14. 14. 14 Nutrition FactsServing Size 100 mLServings Per Container 1Amount Per ServingCalories 0 Calories from Fat 0 % Daily Value*Total Fat 0g 0%Sodium 95mg 4%Total Carbohydrate 0g 0%Sugar 0gProtein 0gVitamin C 130% Thiamin 100%Riboflavin 100% Niacin 100%Vitamin B6 250% Vitamin B12 250%Pantothenic 230%*Percent Daily Values are based on a 2,000 caloriediet.Not a significant source for calories from fat,saturated fat, trans fat, cholesterol, dietary fiber, Vitamin A, calcium, iron.Also Contains (per 100 mL) Collagen 1000 mg  Taurine 800 mg  Ginseng 200 mg  L-Carnitine 200 mg  Inositol 100 mg  Caffeine 80 mg   Percent Daily Values have not been established. 14 | P a g e
  15. 15. 15Product DesignPackaging Design aims to catch the attention of customers. For this purpose, GIRLZ package designscannot simply inform the customers, but also provoke feelings and communicate emotions.Design BriefLogo: Hot Pink and black effectively convey the appealing image of GIRLZ and its customers like noother. With the duo colors combined, the match represents a strong, lively and fun image of the productand its users. Along with the speedy-stroke of the font, presenting the energy rush quality of theproduct. LOGO 1 LOGO 2Color: Pink is the sweet side of red and likely to be the most favorite color of all women. GIRLZ use HotPink to attract vigorous women as well as to represent the boost that does not give you a “crash.” Blackcolor on the bottle indicates the appealing personality of GIRLZ customers; fun, friendly, and flirty.Graphics: The black and white curving vector symbolizes the soft and lightly sweetness of GIRLZ. Also itrepresents the curves of women’s body signifying the fitness benefits that our customers would receive 15 | P a g e
  16. 16. 16from drinking GIRLZ. The font shows swiftness, playfulness and liveliness that justify the image of ourcustomers as well as GIRLZ’s quality.Size: GIRLZ energy drink is contained in a well-proportionate container, slightly smaller than traditionalenergy. The amount is sufficient and enough for a woman’s body.Bottle: GIRLZ uses amber brown glass to restore the effectiveness of our revitalizer. FRONT BACK 16 | P a g e
  17. 17. 172. Pricing StrategyPrice of Energy Drinks in Thailand Brand Amount per Bottle Price Price per 100 mL (mL)Red Bull 150 10 15M-150 150 10 15Ready 150 15 10Lipo 100 12 12GIRLZ 100 19 19 Observed at 7-Eleven on November 3, 2010Pricing Strategies Price High Medium LowProduct QualityHigh Premium High-value Super-valueMedium Overcharging Medium Good-valueLow Rip-off False economy EconomyPricing strategies employed by energy drinks in Thailand Quality of the product High GIRLZ Ready Medium Low Lipo M-150 RedBull High Medium Low Price 17 | P a g e
  18. 18. 18GIRLZ Pricing StrategyThe survey results reveal that pricing does not have the effect on consuming decisions of energy drinkcustomers. Thirty-eight point six percent of the respondents see their favorite energy drink brandsuperior to others due to the flavor; where as 28.1% of them value the quality of the product. Since,GIRLZ is unique and of very high quality energy drink, the company will be able to employ the premiumpricing strategy. In what way does your favorite brand appear to be superior to other brands of the same category? Type of packaging Long-lasting Energy Instant Energy Rush Flavor Brand Advertisemnt Nutrition Value 0 5 10 15 20 25Premium pricing or prestige pricing is the strategy of consistently pricing at, or near, the high end of thepossible price range to reflect the exclusiveness of the product. Buyers of such products usually viewthem as luxuries and have little or no price sensitivity. The advantages of applying this strategy include: 18 | P a g e
  19. 19. 191. The consumers of GIRLZ will see the high price as an indication of good quality.2. The premium price charged for the uniqueness and quality of GIRLZ allows the company to generatelarge profit margins on each item sold.3. The premium price will also display GIRLZ’s commitment to quality, and the customers will think ofGIRLZ when they desire such exclusive superiority.In conclusion, GIRLZ will be charged at 19 baht per 100 mL bottle. This is the price for the opportunity toregain energy instantly without having side effects but receiving a natural look and feel that theconsumers cannot get from the other energy drinks. Moreover, 19 baht is the reasonable price forsugar-free, carbohydrate-free, and calorie-free energy drink that can burn calorie and revitalize the skin.In the future, GIRLZ aspires to change the pricing strategy into skim pricing strategy; reducing the pricewhen any direct competitors enter the market. However, GIRLZ will continue maintaining and improvingthe quality as well as the reputation of the first women energy drink in Thailand. 19 | P a g e
  20. 20. 203. Distribution strategy Since GIRLZ is the new product to the market. The company plans to use intensive distributionthe product: selling the products through as many outlets as possible, so the consumers encounter theproduct virtually everywhere the; including, supermarkets, drug stores, and gas stations. However,GIRLZ will be distributed throughout Thailand to serve active lifestyle both in the city and other areas. Inaddition, the company utilizes indirect distribution method to allocate GIRLZ by the use of anintermediary. GIRLZ ManufacturerGIRLZ Distribution Channel Wholesealer Retailer Consumer 20 | P a g e
  21. 21. 214. Promotional Strategies Advertising Since GIRLZ is a newly developed brand generally at the beginning phrase of the market, our main aim on is to start extensive advertising of our products, in addition to our brand name. This is so as to generate maximum awareness and knowledge of the general public, and attract the target customer the hopefully gain adequate and sufficient market share. To new brand like GIRLZ, customers’ exposure to advertising is key. One way to amplify communication impact to the public is to advertise GIRLZ television commercials through free TV channels. However, since GIRLZ is targeting at a niche market, we saw that it is vital to air the commercials on overplay female oriented channel and programs. Other than television commercials, we also intend to advertise our brand and product outdoor, especially on transit advertising. To match Advertising on BTS our target busy dynamic lifestyles with the advertising execution, advertising on the BTS, MRT, and bus stops is considered potentially effective. Moreover, targets in schools and colleges would be exposed to print advertising, including posters and billboards of GIRLZ around the campus. Apart from that, magazine ads are effective in reaching the target of the particular demographics. GIRLZ ads will be placed on women’s magazines such as Elle, Cleo, and Di-Chan. 21 | P a g e
  22. 22. 22These magazines particularly a very specific readership based on factors including interests, age,and female gender. By leveraging readership demographics, it is directly ensure that the message isbeing seen by the right audience. In addition to raising awareness; magazine ads educate readersabout the product, create interest, and eventually enhance purchase. Another cost effective strategy to advertise our product is through online advertising. GIRLZofficial site should be established as well as a fan page on social networking sites such as facebookand twitter, in which provide a space for potential and interested customers to do their research,receive news, and exchange GIRLZ FACEBOOK PAGEopinions. With advanced technologyand targets’ computer and Internetliteracy, customers can be exposedto promotional information of GIRLSonline, develop interest, undergosearch process, which increasetraffic to the main site and in turn increase purchase.Events Events are becoming increasingly essential as in order for a brand to gain acknowledgements.GIRLZ aspires to participate in tradeshows inviting key prospects and customers with intriguingincentives. Not only this will increase awareness of the product, but if the product were to gainrecognition, the organization or the brand GIRLZ will be able to take advantage of this in all itspromotional campaigns, adding force to its reputation and image. Certainly, this would increase 22 | P a g e
  23. 23. 23confidence and pride in our staff. Communicating such achievements often gives customers afeeling that they can rely on the product, and this builds strong customer loyalty. Other than tradeshows, GIRLZ also has a mission is to raise awareness and funds for BreastCancer and Ovarian Cancer research and prevention through organizing special events, whilesupplying networking opportunities for those in need to learn more about these deadly cancers andget help through our partners. GIRLZ CANCER CHARITY GIRLZ also is advocating for inspirational design, and fashion, which are industries most womenare interested in. GIRLZ aims to organize annual benefit fashion runway shows, which are regardedfor its excellence in design and presentation. The runway show will feature university students inThailand as designers, models, dancers, photographers, event planners and leaders, and gives backto a local charity. Expecting an audience of many students, staff and Thailand entertainment andfashion industry professionals, the runway show will consistently be well-received and highlightedin the media. 23 | P a g e
  24. 24. 24Public Relations The need for public relations in today’s business is growing at a fast pace. Plus, recognizing thatGIRLZ is relatively new to the market, there will be a need to organize an event, to introduce thebrand to the market. We intend to place news stories and features in magazines and newspapers tokeep stakeholders updated on the latest information and to increase awareness among targetcustomers. Potential customers, related senior officials, and other stakeholders will be invited tothe events so as to penetrate the market. Most importantly, the press and the media should beinformed about any events in advanced through press releases. This is in hope for the media todisseminate favorable information to the public Conference GIRLZ Pressespecially to the target customers. Favorableinformation publicized by the press and themedia, would generally leverage the product, aswell as the brand’s image. With our plans to organize events, including tradeshows, fund raisings, and fashion shows,public relations is needed in order to assist in the recognition and appreciation of our company inthe surrounding community especially. GIRLZ’s efforts on community service will demonstrate thatthe company has its community at heart, contributing towards the establishment of a good andreputable image. 24 | P a g e
  25. 25. 25Personal Selling and Sales promotion GIRLZ intends to use personal selling combined withsales promotion to obtain a relatively high degree of brand GIRLZ KIOSKattention as well as to promote an increase in sales. GIRLZwill use 50 Kiosks to provide tasting of our energy drink atsampling points in major supermarkets around Thailand.The salespersons at the sampling points will find thepotential customers, provide the information about thebenefits of the product, demonstrate GIRLZ cocktail recipes, answer the questions, and try to closethe sale. We believe that this strategy will not only boost the sale and the awareness of the productbut also enhance the long-term relationship among the company and customers. 25 | P a g e
  26. 26. 26Proposal Budget Start-up Cost estimates Units Rate (฿) Total CostPhysical facilities 1. Office/rental fee 1 50,000 50,000 Lad Krabang 2. Water and Electricity Water 240 10 1,200 Electricity 5,000 3 15,000 3. Office renovation 1 80,000 80,000Office Decoration 1. Furniture Tables 35 1,650 57,750 Chairs 35 890 31,150 Sofas 4 8,000 32,000 Reception counters 1 12,000 12,000 File cabinets 10 5,500 55,000 File cabinets 10 3,500 35,000 2. Decoration Paintings 8 350 2,800 Trees 12 120 1,440 3. Others Bins 8 180 1,440 Fire extinguishers 4 8,500 34,000Machines and Technology Computers 20 18,000 360,000 Printers 8 4,000 32,000 Digital cameras 1 21,000 21,000 Scanners 2 4,500 9,000 Digital copiers 2 30,000 60,000 Telephones 10 800 8,000 Projectors 2 15,000 30,000 Faxs 4 6,000 24,000 Internet 4 5,000 20,000 26 | P a g e
  27. 27. 27Office Supplies A4 paper 10 530 5,300 Folders 50 50 2,500 Fax papers 4 80 320 Writing Instruments Pens (50 per pack) 2 159 318 Pencil (50 per pack) 2 120 240Employee Salary 1.Management Team 1 80,000 80,000 Chief Executive Officer 1 80,000 80,000 Chief Financial Officer 1 80,000 80,000 Marketing Manager 1 30,000 30,000 Production Manager 1 30,000 30,000 Operational Manager 1 30,000 30,000 HR Manager 1 30,000 30,000 2. Office Staff Clark Typist 6 3,000 18,000 Accountant 2 8,000 16,000 Peon 4 2,000 8,000 Field staff 12 5,000 60,000 Office maid 2 2,500 5,000 TOTAL START-UP COST 1,448,458 27 | P a g e
  28. 28. 28 Production Cost Units Rate (฿) Total CostProduction Hire Thai Atlas Company Limited Energy drink 600,000 2 1,200,000 Bottle 600,000 2 1,200,000 TOTAL PRODUCTION COST 2,400,000 Annual Production Plan Month 10 Month 11 Month 12 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 RateUnits (฿) Total Cost600,000 4 2,400,000 TOTAL ANNUALPRODUCTION COST 9,600,000.00 28 | P a g e
  29. 29. 29 Monthly Maintenance Cost extimates without Production Cost Units Rate (฿) Total CostPhysical facilities 1. Office/rental fee 1 50,000 50,000 Lad Krabang 2. Water and Electricity Water 240 10 1,200 Electricity 5,000 3 15,000Employee Salary 1.Management Team 1 80,000 80,000 Chief Executive Officer 1 80,000 80,000 Chief Financial Officer 1 80,000 80,000 Marketing Manager 1 30,000 30,000 Production Manager 1 30,000 30,000 Operational Manager 1 30,000 30,000 HR Manager 1 30,000 30,000 2. Office Staff Clark Typist 6 3,000 18,000 Accountant 2 8,000 16,000 Peon 4 2,000 8,000 Field staff 12 5,000 60,000 Office maid 2 2,500 5,000Office Supplies A4 paper 10 530 5,300 Folder 50 50 2,500 Fax paper 4 80 320 Writing Instruments Pens (50 per pack) 2 159 318 Pencil (50 per pack) 2 120 240Distribution Cost 50,000Monthly promotional campaign budget 200,000 TOTAL MONTHLY MAINTANANCE COST 791,878 29 | P a g e
  30. 30. 30 Overall Promotional Campaign Cost estimates Units Rate (฿) Total CostAdvertising 1. TVC : 30-second TV spots Women to Women Show Ch.3 4 75,000 300,000 See San Ban Tuang Ch.3 4 165,000 660,000 Prime Time Ch.7 4 195,000 780,000 2.Print Ad. (per month) CLEO Magazine 1 7,500 7,500 ELLE Magazine 1 8,500 8,500 Dichan Magazine 1 5,000 5,000 Poster A3 1,000 12 12,000 Flyers Half-A4 2,000 2 4,000 Billboard near 10 universities 10 30,000 300,000 3. Transit advertising BTS (1.5 x 2 m Billboard) 10 8,000 80,000 MRT (1.5 x 2 m Billboard) 10 6,000 60,000 Bus stop 10 spots around BKK 10 5,000 50,000 4. Online advertising (per year) 3 950 2,850Event 1. GIRLZ Grand Opening 1 150,000 150,000 2. GIRLZ Breast and Ovarian Cancer Event 1 250,000 250,000 3. GIRLZ Fashion Show 1 80,000 80,000Sales Promotion 1. Kiosks 0 2 x 2 m decorated kiosk 50 15,000 750,000TradePromotion 1. Personal selling company 1 327,000 327,000 2. Macro 1 100,800 100,800 3. Tops Supermarket 1 241,200 241,200 TOTAL PROMOTIONAL COST 4,168,850 30 | P a g e
  31. 31. 31 Projected RevenueFirst Month we produce 600,000 BottlesThe cost per bottle 4 THBTOTAL PRODUCTION COST 2,400,000 THBWe plan to sell 1 Bottle at 19 THBIf we can sell all 600,000 BottlesWe will earn 11,400,000 THBWe plan to sell 600,000 BottlesWithin 3 MonthsThe start-up cost + Production Cost 3,848,458 THB2-month maintenance costs with out new production 1,583,756 THBTOTAL 3-MONTH COSTS 5,432,214 THBPROJECTED REVENUE 11,400,000 -PROJECTED COST 5,432,214PROJECTED PROFIT 5,967,786 THB* We will produce our products every 3 months 31 | P a g e
  32. 32. 32CONCLUSION Although the inspiration of energy drinks for women in Thailand is still considered novel subject,there is obvious inclination toward healthy consumption in Thailand, this is especially true to womenconsumers who are becoming extra conscious about what they eat and drink. Along with the fact thatenergy drinks in Thailand are generally made for as well as targeted at men customers, GIRLZ attemptsto lessen the gap in the market by prompting as the first healthy energy drink specially made forwomen. With such opportunity in the market, the best investment prospect will be awarded tocompanies that have the innovation and creativity to meet the demands of their target customers,whose purchasing and adopting behaviors are driven by economic conditions, demographics trends, andpricing. In this case, GIRLS does just as mentioned, by offering Thai women the first and only litchi-flavored energy drink energy drink specially formulated for women to revitalizes their body without anyside effects. As presented throughout our proposal, with summation and prediction obtained from real facts,statistics, and numbers, it is perceivable that GIRLZ energy drink for women business in Thailand will bea promising venture. Based on the extensive primary and secondary researches conducted, the company has come toa conclusion that the energy drink industry in Thailand, although highly competitive in among mencustomers market and may tough to break through the clutter, it is expectedly lucrative for companieswith daring inspirations and inventive product ideas to invest in. Hence, with our creative spin to alongstanding industry, the company’s management is confident that GIRLZ can achieve its aggressiveincome forecasts, generating up to 5.9 million baht per month by the third month of our production, 32 | P a g e
  33. 33. 33and thus, obtaining a return on the capital investments within less than three months by achieving theprimary goal of selling the total of 600,000 bottle within the timeframe. In addition, GIRLZ’s management team are also looking forward to expand our production levelto keep up with the promising increasing demand, for we are convinced that we have the potential tobecome the first successful women energy drink in Thailand. In other words, due to the company’saggressive marketing tactic, premium pricing strategy, unique and fresh brand positioning, continuousand thoughtful product quality development, GIRLS has the potential to provide lucrative returns topotential investors. Hence, for the company to secure initial capital, it would require no more than two million bahtof financing, which would be used to fund our start-up costs, to further develop the business, itsinfrastructure, operating systems and product manufacturing systems. Providing that the company isable to acquire its funding requirements, GIRLZ should be able to achieve immense accomplishment formany years to come. 33 | P a g e