This report explains the marketing plan for launching a fresh juice named Bara Saft. I have tried my best to come up to your mark by providing unique idea and elegant presentation
2. ABOUT FJ BEVERAGES
Fruit juice & fruit drinks.
Installation of modern , sophisticated and efficient equipment
conforming to the very latest standards of “goods manufacturing
practices”.
An environment-friendly.
3. VISION
“ To set world class standard in the juice industry through
providing a diverse range of high quality juice that are prepared.
In the accordance with the Islamic principles striving to satisfy
consumer’s task, need and serving the society”
4. MISSION
“ To be a leading producer of fruit juices based on
dedication to nature, corporate and process hygiene,
dynamic leadership and commitment to our partners
and stakeholders”
6. PRODUCT
The Bara Saft is a fresh juice product. it provides energy and
keeps fresh when people weak or tired from doing work
Bara Saft produce juice in the following varieties :
Mango
Orange
Apple
Pineapple
Grapes
peach
Mix fruit
7. 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
8. Strengths:
Updated technology plant
Quality product
Specialists available for specialized
jobs and tasks
Hire experienced staff
Medical insurance of employees
Pakistani made
Targeted to low and middle class
people
Reasonable price
Expiry date above six months
Weaknesses:
New in juice industry
Small distribution network
Strong competitor
No market share
Limited experience of customers
Opportunities:
Increase the distribution network
Acquiring the newer technology and
techniques
Market is very big and attractive
Takeover of the distribution
Threats:
Political instability
New entrance from the competitors
So many competitors
Retaining consumers
Economic instability
Increase of general sales tax
Development of plant
9. Identification of competitors
Shezan
Country
Nestle
Pepsi (Tropicana)
Coca cola (Minute maid Pulpy orange/Maza)
Olfrute (Olpers)
Frooto
Popular
Tops
12. Marketing strategy
Providing high quality juice to the customers
We will distribute our product on mass level to that we can
maximize the profitability
Positioning strategy
We want to put an image of our product in the consumers
mind as compare to competitor’s product. We want to
target the high school, college and graduate students and
government sectors that have to work hard and need to
“Bara Saft” them is an instant.
13. SEGMENTATION
Bara Saft market segmentation on two basis;
Geographical Segmentation:
Focusing on the following areas of Karachi i.e.
15. TARGET MARKET
Primary Market
Kids
Fond of Fruit Juice (fond of mango, strawberry)
Teens – More experimental
Youth – Experimental and more buying power
Working People
Housewives
Elderly people
Secondary Market
Travel Industry
Airlines, Railways and Local Transport Systems
Recreational
Movie Theatres, Malls, Amusement Parks.
School, Colleges
Hotels, Restaurants, Bars etc.
17. PRODUCT
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
In order to accomplish this objective the company has established
sales, marketing and support terms
Quality:
High quality assurance would be our first priority. This would be
ensured by:
Implementing high quality standards
Total quality management
Acquisition of the high quality raw material
18. Benefits:
1. Original fruit juice
2. Provides proteins and minerals
3. Provides vitamins
4.Beneficial for kidneys
5.Excellent in taste
6. Give freshness
7.Tetra pack protection packing
19. PRICE
Pricing strategy
Our pricing strategies for the product are for total cost which
includes customs services and other expenses.
Pricing strategies usually changes as the product passes through
its life cycle. The price should be set at moderate level in order to attract
a large number of buyers and to gain large market share.
Amount in Pak Rupees:
The total per unit price for 250 ml packs that we will offer as
follow:
The cost of fruits Rs.5
Electricity Rs.4
Factory overhead Rs.4
Miscellaneous Rs.4
Retailer margin Rs.4
Profit Rs.4
Total price Rs.25
20. PROMOTION
Actually the promotion is a first step when we are launching
a new product but we make its strategies in last. We want to
make a good product image in mind of customers, so that
they will buy only our product.
21. Main Source Of
Promotion :
Electronic media
Print media
Cable network
Bill boards
Social networking sited
Radio
Internet
22. PLACE
To assure the availability of product.”Bara Saft” juice has
established effective network of registered dealers. The main
target of these juice is Karachi
The end consumers would then purchases “Bara Saft” juice from
retailer. The distributor are the most reliable distributors in the
region. They enjoy a flaw less reputation combined with business
relations with numerous retailers. This has ensured that “Bara
Saft” will be made available all over Karachi.
23. Budgeting:
Total 38,648,630
Controls:
This is the main and last element of the marketing
planning
Three main function are performed under this element
of planning that is:
Measuring Survey
Comparing our product with our standards
Correcting where the problem arises
24. A Marketing Organization:
Bara Saft’s chief marketing officers, holds overall
responsibility for all of the company’s marketing activities.
There are other subordinates with him to help the sales
campaigns, trade and consumer sales promotion ,and public
relation efforts.