The document details a marketing presentation for Pran Group's iced tea product targeting youth aged 14-35, promoting job creation and improved livelihoods. It outlines the product line, marketing strategies, pricing structures, and financial analysis, emphasizing strong brand equity and health concerns. Key aspects include a SWOT analysis, promotional activities, and distribution channels to ensure market penetration.

1. Mkt 302 Presentation
“ ICE TEA “
By Pran
GROUP : LIFTEX

2. #Logo & Slogan

3. Situation Analysis
&
So, We believe that
2 out of 5

4. #Target Audience
Youth People
Age 14 - 35
EstimatedAbout
30million

5. #Positioning
Great
tasting and
good for consumers

6. AIM
TOGENERATEEMPLOYMENTANDEARNDIGNITY&SELF RESPECTFOR OURCOMPATRIOTS
THROUGHPROFITABLEENTERPRISES
Vision
ImprovingLivelihood

7. How pran Ice TEA defines MARKETING

8. Pran Ice TEA
Malta Iced
Tea
Sweetened
Iced tea
Unsweetened
Iced tea with
Lemon/Ginger
Iced tea Diet
Sweet Tea
Diet green tea
with Mixed
Berry
Iced tea Diet
Lemon

9. Pran Ice
TEA
#Marketing Strategy
Hi there, I'm
completely
New Market
with New
Product

10. #CUSTOMER VALUE PROPOSITION
Brand Target-Youth Benefits
More for More

11. 1. Strong Financial &
Distributor Backup
2. Good Quality
3. Infrastructure
4. Research Facility
5. Ingredients
Inexperienced
Rivalry
firm
1. High Growth Rate
2. Brand Equity
3. Untapped Segment
4. Increasing concern
for health
SWOT ANALYSIS

12. MarketingMix
Core Product : TEA Beverage
Actual product :
Branding
( Aspect of
refreshing, tin
pack )
Brand Personality Brand Equity
( Sparkle, Healthy,
Innovative )
( Provides Consistent
Quality
With Vigor )
Product
Packaging
( Labeling Ice
such attractive
way)

13. Price
8 BDT
Ice
TEA
25 BDT 15 BDT

14. Place
Pran Manufacture
Distributor
Whole
Sellers
Retailers
University
Restaurants/
Institutions Offices House

15. Promotion
Paper MediaTelevision Radio Print Media Social Media

16. Guerilla Marketing
Ice TEA

17. Public Service Advertising
Drive Carefully
POWERED BY, PRAN ICE TEA

18. Financial Description
• Pricing Strategy

19. •
•
•

20. Unit cost
• Sachet=VC+(Fixedcost/Unit)
=3+(2400000/800000)
= 6Taka
• 200mlbottle=VC+(Fixedcost/Unit)
=12+ (24,00,000/300000)
=20

21. Mark up price
• Sachet = Unit cost / (1- .20)
=6/.80
= 7.5 ( company price)
• 200ml bottle = Unit cost / (1- .15)
= 20/ .85
= 23.50 (company price)

22. Breakeven Volume
• Sachet = Fixed cost/ (price-Variable cost)
= 2400000/(7.5-3)
= 533334 unit
• 200 ml bottle = Fixed cost/ (price-Variable Cost)
= 2400000/(23.50 – 12)
= 208696 unit
• Actual Target production : For sachet 800000
For 200ml Bottle : 300000

23. Vending Machine
Number of
Machines
Normal Price Minimum
Advance
EMI Discounted price
01 20,000 10,000 12 NotAvailable
02 20,000 15,000 12 17,500 x2=35000
03 20,000 25,000 12 15,000x 3=45000

24. GRAND LAUNCHING
Activities Expense
2,000,000
150,000
500,000