2. Executive Summary
This plan analysis the current situation, followed by different opportunities
and threats, then Marketing and financial objectives, after that marketing
strategy, subsequently action programs, afterwards it also discusses the
budget, and finally the conclusion. The cost of the product (each) would be
varying on bottles/cans, and the price would be 15 to 90 taka. Targeted
markets are separated into three segments such as children, youngest and
oldest. Red cola is providing drinks with very testy and healthy including
refreshment.
The new product as soft drink. It is an imaginary product under an imaginary
company named JK-Foods & beverage Limited. However, the plan is
realistic, which has a good possibility to be succeeded. Usually there are
many Drinks in the market and the market of drinks is competitive.
However, we can compete in this tough competitive market because our
drinks are not only providing a very testy drinks but also a very nutritious
that will help children as well as younger person to be refreshed. Our
Research and development department found that people preferring the new
taste because they has need of nutrition because it is good for health, and as
they can consume the product easily majority of people would like to have
this product.
3. Table of Content
Serial Content Page
1. Red Cola 4
2. Why Red cola 4
3. Benefits of Red Cola 5
Marketing Plan
4. Name of major competitors and their position 6
5. Marketing Area 7
6. Target customer 7
7. Price 7
8. Marketing strategy 7
9. SWOT analysis 8
Financial Plan
10. Budget 9
11. Conclusion 10
4. Red Cola
Red-Cola is a carbonated soft drink sold in stores, restaurants, and
vending machines throughout the country. It is produced by The JK-Foods
& beverage Limited of Demra, Dhaka-Bangladesh, and is often
referred to simply as Red. Originally intended as a patent medicine when
it was invented in the last year by Jahid Kaisar, Red-Cola was bought
out by businessman Anik Ahasan Farabi, whose marketing tactics led
Red-Cola to its dominance of the Bangladeshis soft-drink market.
Why Red-Cola
Because It is one of the best soft drink all over the country. We provide
the best ingredients in our soft drinks in different categories because of
the consumers needs. Our main focus is to satisfy the consumers about
what they want to drink. It is a full pack of refreshment which can
reduce the stress of our daily life. It is indeed a world class drink .
5. Benefits of Red Cola
No Added Sugar:
In Red-cola there are no use of added sugar or any kind of ingredients
that affects people of various ages into any diseases. It is recommended
by the Red-Cola company which drink has complete free use of any
aged people.
No Side Effect:
There are no side effect of Red-Cola.
No use of preservatives:
We do not use any kind of preservatives in our drink. That’s why its not
only a refreshment drink it is also a healthy drinks for all.
Refreshment package:
It is a full package of refreshment which people can carry through
pocket or bags.
6. Marketing Plan
Name of major competitors and their position:
Red-Cola is a soft drinks, In Bangladesh all drinks company are the
competitor of this Red-Cola but here are some major rivals it’s shown
below-
7. Marketing Area:
At first we are focusing in capital city Dhaka, Bangladesh. But not all the
places. We are focusing on super shops and retailer shop also.
Target Customer:
Targeted markets are separated into two segments such as upper middle-class
an upper class people who want to eat healthy and be fresh.
Price:
We will set the price range from 15 to 90 taka bdt, a price chart shown below
Type Size Price
Bottle 250ml 15 taka
Bottle 500ml 28 taka
Bottle 1 liter 55 taka
Bottle 2 liter 90 taka
Can 400ml 35 taka
Marketing Strategy:
Strategic Marketing is the way a firm effectively modify itself from its
rival by capitalizing on its strengths (both current and potential) to
provide consistently better value to customers than its rivals. In principle
it’s that easy, but it means more than getting creative with the marketing
mix.
8. Where to compete: Firstly we need to deicide that where we are going
to compete, it means who are our competitor. Is there many competitor
of small size or is there few competitor but in large size
How to compete: The second thing we need to think is, how we’re
going to do this. What strategy we are going to apply and how we will
apply that strategy in our business. So this is really important to know
we are going apply our strategy to compete with our competitor
When to compete: The third thing is when we are going to start to apply
the strategy. It is also a strong part of marketing strategy. To compete
with your competitor one has to take the right decision in t right time.
SWOT analysis
Strength:
1st healthy soft drinks in Bangladesh
It’s not a drinks, there is no added sugar so no fat at all
Targeted for refreshment of people
Weakness:
In Bangladesh there is no source, need to export in form other.
Mass people will not have this drinks
Opportunity:
It Food limited can launch product other soft drimks when the
extend their business.
9. Threats:
This is new in Bangladesh so may not people know about it.
It’s not a well brand in start
Budget:
Budgeting is basically a systematic method for allocating the resource of our organization
in ways that will most effectively help the organization to meet its goals. By
concentrating on goals and programs in light of available resource, it stresses the
desirability of assessing cost against benefits when selecting the best course toward
accomplishing a program goal.
Production budget: Tk/Lakh
Raw
materials………………………………………………………….………….………..2.52
Direct
labor………………………….…………………………..……..……………………..75
Direct
expense…………………………………………………………………..…………....10
Works overhead (60%fixed)…………………………….……………………..…2.25
Administrative overhead (80%fixed)…………………….…………………..……...40
Selling overhead(50 % fixed)……….…………………………………………….…20
So we evaluate the cost per unit as Tk.7.40
As we offer to variety of shape and size of this product than we assume the following
expense budget for production of
10. Conclusion
In conclusion we can see that, the product the company is going to launch has
a bright future in its market. As the product is innovative, the consumers are
going to appreciate it. And according to the R&D (Research and
Development) department this product will be a strong product mix for our
company. And once our “Red-Cola” will reach to the hand of our targeted
customers we will be able to capture the market.
