C&C Juice plans to establish a sugarcane juice business in Islamabad, Pakistan in 2015. They will produce and sell high quality sugarcane juice. Their marketing strategy involves targeting individual consumers, restaurants, and hospitals through advertising, promotions, and an affordable price. C&C Juice believes their competitive advantages are producing 100% sugarcane juice that is tasty, healthy, and has less fat and calories than other drinks.

2. Company Profile:
Executive summary:
A Unique marketing plan is one of the best tool of a marketer to be successful in his
business. As a student of International Islamic university Islamabad we were assigned to
make a Buisness plan. For this purpose we selected “SugarCane Juice” as our product
and made a buisness plan of this product”
Company C&C will establish in 2015. Then it will continue to provide best quality
juices and products to its customers with products and packaging innovations. The
company will try their best to differentiate themselves from other companies in the
field.
C&C serves both the consumer market, as well as local restaurants. We will InshAllah
succeed in developing a awesome business through the use of our two competitive
advantages, quality and unique.
Our mission is to provide the best quality Juice. We are here to grt more customers and
to maintain customers. We will exceed the expectations of our customers.
Then we discussed about strategic plan , STP analysis, market trends and market
growth. We did SWOT analysis, Competition analysis, market summary and also our
competitive advantage.
We will also provide, pricing strategy, marketing strategy and also distribution channel.
We catagorized our local and advertising and promotional activities to get better results.
We also included financial plan and our implementation plan.
Company Summaries:
Legal Name : Cool & Cane JUICE
Trade name : C&C Juice
Business Address : H10 Markez , ISB
Head Office : H10 Markez , ISB
E-mail : CANDC88@gmail.com

3. Website : CANDC.com
Phone 1 : +923351585283
Phone 2 : +923139992513
Location:
Plant Location: We have to select a better manufacturing plant as well as the
distribution place. In favoring the environmental factors as considered for the
manufacturing plant as further the "H10 Islamabad" which area is much free from the
violence of political disturbance & other hindering factor.
Central office:
Our target distribution place is Islamabad and other cities. So, our central official position is
situated at the I10 Islamabad Sector and nearer sectors. In other districts our own distributor
sends our products through low cost with our great transportation facility.
Size & capacity:
1. Establishing the manufacturing plant the size of capacity is a great factor to run
the whole processing plant. Size &capacity should be effective for proper
working.
2. In total we need 5600 square feet to move freely.
3. A small portion of that place will be used as a controller office.
4. Warehouse free space to store & preserve the raw materials.
5. Central office space is about 4000 square feet.

4. Product and Service overview:
Product and service overview includes categories of product, raw-materials of product
and also the nutritional value of the C&C.
Categoryof product:
There are six season in Pakistan. Among them summer is the most vital season for
huge production of C&C. We select summer sugarcane for our juice production. So
our target product is summer C&C.
Strategic Plans:
The new marketing plan has developed its strategies by focusing on the vision, mission,
goals as well as its core competency.
Missionstatement
“Our priority, your health”
It is the mission of C&C, to provide you the best. It is our duty to prefer your health by
offering tasty, affordable and highly nutritional product to its consumers.
Vision
It is the vision of C&C, to be the leading company in juice production. And always
provide the assurance of outstanding quality to its customers.
Objectives and goals of the company
The main objectives of C&C pvt ltd are as following:
To create strong customer relationship.
Identify the needs of customers like new taste and new products.
Maintain market leadership by maintaining the pure quality.
Stop brand selling but do not reduce the quality.
Aggressive distribution of the product.
Provide juices which are fit for human body.
Make their product available at every place of the market.
We divided our goals into further two part, financial goals and Non-financial goals""

5. Financial goals:
1. Realize a 5% increase in gross profit margins through efficiency gains every year.
Reduce the transportation costs associated with product delivery by 10% by the end
of the first year.
2. We will address break-even analysis, sales forecasts, expenses forecasts, and how
those link to the marketing strategy.
Products of the company:
The company is already dealing in juices like orange and pineapple juices. C&C is
going to launch a new product in the market which is Sugarcanejuice.
Ingredients:
Sub items which make the juice complete and more nutritious , are as follows:
Water
Sugarcane
Sugar
Citric acid (E330) as acidity regulator
Preservative (sodium benzoate)
Manufacturing cycle
Steps involved in production process
Production of C&C is a standardize process and initial preparatory process for all fruits
will be similar as will be the last stages of juices section and packaging, although
difference in handling juice composition arise in certain cases due to nature of fruit and
percentage of vitamins involved. Basically preparation of C&C involves the following
steps.
Boiling of C&C
Storage in tank
Ingredient mixing syrup in tank
Juice preparation
Juice storage tank
Filling and packaging
Cooling and storage

6. SUGARCANE PRODUCTION PROCESS
Fruit boiler where sugarcane is cooked and shifted to the plate heat exchanger. Then
stored in the storage tank where ingredients are mixed in desired quantity . then it is
pumped to 90 degree centigrade to inactivate enzymes and living organisms.
After that the juice passes through final filtration , before loading it into a juice storage
tank. Now the C&C is ready for packaging.
Packing and labeling
The C&C will be then packed in the different type of quantities demanded by the market
but will be best quality . Consumer packs of 300ml packed and then labeled the RAMS
juices.
It will remain in cool dry storage .
Benefits of drinking Sugarcane
Sugarcane prevent and heal source for sore throat , cold and flue.
This is the only sweet drink even the diabetic can also enjoy without fear. It is because it
has no simple sugars‫۔‬
Because of its alkaline nature it helps to fight cancer .
According to Scientists It has positive activity against prostate and also breast cancer.
It hydrates the body quickly when body got heat from physical activity.
It is Excellent substitutes for aerated drinks and cola .
It energizes the body of human instantly as it is rich in carbohydrates.
It strengthens the kidney , heart, stomach ,brain and eyes .
It helps the kidneys to perform their functions smoothly.
.
Marketanalysis:
Currently in Pakistan , there are 24 juice processing units and a number of small units in
informal sector are working . The recent capacity is almost 400000 metric tons per
annum and with a demand for juices at 27% growing rate .
The juice industry reported the sales of 8.526 billion Rs in year 2008 .

7. MarketSummary:
We have good information about the market and knows a great deal about the
common attributes of our most prized and loyal customers. We will leverage this
information to better understand who is served, their specific needs, and how we can better
communicate with them.
Behavior Factors:
 Are willing to pay a premium for best quality and tastier juice.
 Value of more attractive beverage of this vegetable juice.
 Enjoy a high-quality juice without making it at home.
MarketGrowth:
Therefore taste and health consciousness is what is driving this demand. This demand can be
seen by the increase of juice offerings by finer restaurants.
Lastly, presentation is becoming a variable in gauging the quality of a product.
STP Analysis:
STP analysis comprises of market segmentation, target market and positioning.
MarketSegmentation:
We have segmented our customer into two groups.
 Individual consumers
 Restaurants
 Hospital (patients of joindess)
TargetMarket:
The target market also for our product will be middle , upper middle , and the elite class .
C&C is a type of product which everybody wants to have . But the price of our product
is lower , so every class can afford it easily . We will be introducing our product in cities
as well as small rural towns.
Following segments in the market will be targeted

8. Students of schools ,
colleges and universities,
Specially the patients of joindess , auspicious thing for their liver
People of all age groups
Sportsmen
Positioning:
Juice helps to maintain health in short time, which create a value in consumers mind about
this product and motivate to buy frequently .We will position itself as:
 High-quality producer.
 Professional.
 Reliable
SWOT analysis
The following SWOT analysis captures every strengths and weaknesses.
It can be within the company and out of the company and describes the threats .
Strength
Company image
Market shares
Excellent market skills and services
Research and development
Innovations
Quality conscious
Well developed
strategy
No competitors
Affordable price
Weakness
Inadequate human resource
Indirect relation with customer

9. Opportunities
Profit margin
Capture the market
Expansion of business
Threats
New entry
Economic recession
Lack of efficient labor force
Rising manufacturing cost
Government policies
Political instabilities
Competition Analysis:
Sugarcane Juice is almost a new product in the market. No competitor in the market in
Pakistan.
Competitive Advantage:
Our competitive advantage is really a superior one;
1. 100% Sugarcane.
2. Less fat & calories than other drinks.
3. Tasty & healthy
Strategic Marketing Analyses:
Strategic marketing analysis involves marketing behaviours, marketing mix, marketing
objectives, and market research of C&C .
Marketing Objectives:
Our objectives of integrated marketing are:
 Inspire consumers to view C&C in a new more vibrant light
 Show great taste of all C&C products
 Establish a connection between C&C and healthy active lifestyles

10. Marketing mix:
The marketing mix is the most important factor in order to let the people know about
your product . It involves the 4p’s . Product , price , place and promotion .
In order to capture the market , we have to apply an effective marketing mix , so that our
juice will be the most desirable juice in the market .
Price
The company is offering the C&C products in tin packing , which is highly hygiene and
preservative in nature.
The price of the juice will be Rs 25.00 only
Place
The company will initially launch its juice in Islamabad Rawalpindi, Lahore and
Faisalabad . But after analyzing the feedback of the people , the company will try their
level best to launch their product in the other cities of Pakistan .
Promotion
Promotion is the most important thing in order to create an outstanding demand for the
juice . Promotion steps should be very effective , so that the more and more people came
to know about the new product .
Advertisements
Posters
Billboard
Free juices
Sponsorships
Radio commercials
TV commercials
Newspapers
However, this has been extended in recent years as certain features in relation to the
marketing of services have become recognised as being important. There are an additional
3 Ps that now make up what has been referred to as the 7 Ps.

11. People
People are an essential ingredient in service provision; recruiting and training the right staff
is required to create a competitive advantage. Customers make judgments about service
provision and delivery based on the people representing your organisation. This is because
people are one of the few elements of the service that customers can see and interact with.
.
Advertising and promotion:
A mixture of advertisements and networking will be used to increase visibility for C&C .
In first we will be focused on introducing the product. The advertisement will on different
media . television, newspaper, facebook to make people aware of the product.
Promotionalactivity:
We make promotional activities for our product in different school, college, hospital, and
restaurant.
1. Advertising themes will be changed with time and promotional activity will
be carried out to generate the consumer.
2. In different occasion we will open special sales center where attractive point
of purchase display would be arranged to create positive image in consumer’s
mind.
3. We will provide different incentive to our distributor.
4. Sometimes we will offer free sampling for the mass sale of product.

12. Company Organogram:
CEO
Director
Chief marketing Chief HR Chief Finance Chief IT
GM Product
&Service
GM Sales &
Distribution
GM HR Training GM Corporate GM IT &
Operation
GM HR Operation GM Finance &
Accounts
GM IT&
Planning