Report regarding the marketing plan for a product coconut water niro. Every product that is launched in the market is done through proper plan.

1. Department of Finance, Faculty of Business Studies
University of Dhaka
Principles of Marketing F-507
Report on:
Marketing Plan for Coconut Water Niro
Prepared for
Nausheen Rahman
Professor
Department of Finance
Faculty of Business Studies
Prepared by
Semester : Summer 2017
Name Roll
Md. Rezaur Rahman 34016
Nadia Islam 34013
Mohammad Amirul Islam 33003
Mohammad Asaduzzaman 34006

2. Table of contents
Executive Summery...................................................................................................................................................................4
New Product...............................................................................................................................................................................5
Product Description .................................................................................................................................................................5
Product Portrayal..............................................................................................................................................................5
Product Profile...................................................................................................................................................................5
Servings Per Container .....................................................................................................................................................6
Market Research and Analysis.................................................................................................................................................7
Market Description................................................................................................................................................................7
Marketing Organization...........................................................................................................................................................7
Market Segmentation and Targeting..................................................................................................................................8
Market Segments ...............................................................................................................................................................8
Target market and projections: ...........................................................................................................................................8
Target Market: .......................................................................................................................................................................9
Market Needs: .....................................................................................................................................................................10
Competitive Analysis ..........................................................................................................................................................10
SWOT analysis:...................................................................................................................................................................10
Competitor Analysis............................................................................................................................................................11
Distinct Competency: ............................................................................................................................................................11
Strategies against competitors: ..............................................................................................................................................11
Market Plan .............................................................................................................................................................................12
Pricing Strategies...................................................................................................................................................................12
Setting the pricing objectives: ...............................................................................................................................................12
Determining Demand: ...........................................................................................................................................................12
Estimating costs:..........................................................................................................................................................12
Types of cost and level of production: .............................................................................................................................13
Break Even Analysis .............................................................................................................................................................13
Analyzing competitor’s costs, prices and offer:...................................................................................................13
Selecting a pricing method:.......................................................................................................................................13
Promotional Strategies: ..............................................................................................................................................13
Advertising: ...........................................................................................................................................................................13
Personal Selling:....................................................................................................................................................................14
Promotional Tools: ................................................................................................................................................................14
Public Relations:...........................................................................................................................................................14
Distribution Channel....................................................................................................................................................14
Services...........................................................................................................................................................................14
Manufacturing and Operations .........................................................................................................................................15
Locations..............................................................................................................................................................................15
Human Resource ................................................................................................................................................................15

3. Technological Aspects .......................................................................................................................................................15
Financial Analysis and Documentation ..........................................................................................................................15
Sales Forecasting ...............................................................................................................................................................15
Profit and Loss Projection..................................................................................................................................................16
For 250 ml. .......................................................................................................................................................................16
For 500 ml.......................................................................................................................................................................16
For 1 Litre........................................................................................................................................................................16
Controls ....................................................................................................................................................................................17

4. Marketing plan of NIRO
Executive Summery
We want to market Green Coconut Water. We have prepared this feasibility plan on that basis.
We have assigned a name for the product as “Niro”. Since the raw materials are very much
available in our country, we have decided to give the product an indigenous image.
Niro is a kind of soft drink that provides the consumers with processed green coconut water
in bottles. For the marketing purpose of the product we have decided to launch three product
lines. The Niro would be launched in the market at 250 ml. 500 ml. and 1 Litre bottle.
We have set a reasonable price for the product so that all kinds of people can afford to buy
this soft drink. We have followed the Target Costing pricing approach. We would gain a
competitive advantage, as this is a first hit in the market.
We have targeted a huge market segment for the product. Bangladesh is a large populated
country. Lots of people are looking for such a product. Green Coconuts are not available all
the time. For example: a person walking on the street. Suddenly he feels thirsty. Now if he
wishes to drink green coconut water he cannot find it easily. It is not always found in the right
place at the right time. If we launch our product in the market, a person willing to drink green
coconut water can have it from a nearby shop. At present this is not possible. Our target
market includes health conscious people, sick people, sportsperson & many other
consumers, which we have segmented from the Demographical, Geographical, Psycho
graphical & Behavioral point of view.
We have prepared a financial documentation for this feasibility plan of a new product. As we
are introducing the product in three categories at 250 ml, 500 ml and 1 Liter bottles, we have
prepared the Break-Even-Analysis for each of the product line. We have prepared the
feasibility plan for five-year basis.

5. New Product
Product Description
Product Portrayal
‘Niro’ is a product that serve different segment of customer. The product is green coconut water, which
is unique in the current market. The green coconut water will be processed and sold in glass bottle
of convenient sizes of 250 ml, 500 ml and 1 liter. The green coconut water will be very much
refreshing and provide great support to the sick and
health conscious people. Our target market is very large with different segments. Our expected sales
are very high. The development cost is tk.2.5 million approx.
Product Profile
Name of the Product: Niro coconut water
100% Juice
Type of Product: Green Coconut Water
Ingredients: Pure natural green coconut water,
Less than 1% Fruit Sugar, mineral salts, vitamins C.
Container: Stylish glass bottle
Container size: 250 ml, 500 ml, 1 Litre
Product Price: 250 ml for Tk. 16
500 ml for Tk. 30
1 litre for Tk. 58
Estimated Durability: 12 Months from date of manufactured
Machinery used: Advanced technology imported from
USA, UK and Netherlands.
Brand Slogan: Refreshment of your thirst.

6. Servings Per Container
*Percent Daily Values are based on a 2,000 calories diet.
*Nutritional content may vary slightly due to natural characteristics of our ingredients
Calories 45
Total Fat 0g
Saturated Fat 0g
Trans Fat 0g
Cholesterol 10mg
Sodium 25mg
Potassium 470m
Total Carbohydrate 11g
Sugars 11g
Protein 0g
Vitamin C 100% Daily Value
Calcium 4% Daily Value
Magnesium 4% Daily Value
Phosphorus 2% Daily Value

7. Market Research and Analysis
Our company wants to develop and introduce a new Product. So, we have gathered information
through in-depth interviews. We made a survey of the market to have a clear idea about our market,
our customer demand, needs and wants. This information helps us to know about the current market
and prospects of our new product.
Market Description
Bangladesh is a country of about 160 million people.. The total market size of the soft drink and juice
industry is about 30 million and day by day it is increasing. We have a spread nationwide market of
different convenient product. People are nowadays very much concerned about the market and product
conditions. So we have a growing prospect of customers of “Niro”. Among the population we worked
out few segments of customers who will prefer our product most.
Marketing Organization
The chief marketing officer holds overall responsibility of all marketing activities.
Chief Marketing Officer
Sales Manager Advertising Manager Promotion Manager
Regional Sales Advertising Analyst Promotion Analyst
Regional Sales

8. Market Segmentation and Targeting
Market Segments
We have observed and analyzed the market and based on the nature of the market we
segmented the market in the following sectors:
Geographic Segmentation:
 Sylhet
 Rajshahi
 Khulna & Barishal
 Chittagong
 Dhaka
Demographics:
 Individuals
 Family
 Sportsman
 Business buyer
Psycho graphics:
 Higher class
 Higher mid class
 Middle class
Behavioral:
 Sick people
 Health conscious
 Sophisticated who take the new product from the market
Target market and projections:
Analyzing all the segments, we decided our target market according to our product category. The
target customers of “Niro” are sick people, health conscious people, sportsmen and tourists. The
company decided to charge Tk. 16 for 250 ml bottles, Tk. 30 for 500 ml bottles and Tk. 58 for 1 Litre
bottles, if we consider price versus taste received then we can see that taste received is more in value.
Therefore, charging the mentioned prices are justified. The following graph gives a clear idea of our
target market.

9. Target Market:
Health Conscious – 43%
Sick people – 32%
Tourist – 3%
General people – 22%
We separate our target market into four different segment based on their geographic, demographic,
psychographic and behavioral characteristics.
Health conscious: Health conscious people basically the sports person are one of our largest target
market. In this segment, we get a lot of potential customer. One third of our total population is young.
This is a significant number that we have to concern about them and provide product, which is fit for
them. About 5 million people of this total number are health conscious. They spend about Tk. 500 in
a month in average.
Sick people: Sick people are one of our major considerations. More than 1 million children suffer from
diarrhoea that need liquid food. Not only child but also the adult might suffer from those types of
problems.
Tourists: Every year a huge number of tourists visit Bangladesh. We want to provide them with “Niro”.
43%
32%
3%
22%
Market Projection
Health Conscious Sick People Tourist General People

10. General Customers: Besides the above segments, the general customers will acquire a significant
portion of our target market.
Market Needs:
“Niro” wants to satisfy its customers need. That’s why it is important to identify the market needs. Our
first consideration is to provide the best product to its customers. That’s why we offer three different
sizes of bottle with different prices for its different segment of customers.
250 ml: The lowest price for the rural mid social class and individuals.
500 ml: Its target the sick people and tourist
1 litre: For a small family.
Competitive Analysis
The Soft drink industry is very much competitive. Many soft drink companies have acquired a
significant portion of the market. But the unique features of “Niro” will take it far beyond the reach of
the competitor. Because, no one has yet thought about selling green coconut water in such a
specialized way. To evaluate our prospect of “Niro” in the current market, we have analyzed the market
situation in various ways. Following are some demonstration of the analysis:
SWOT analysis:
The product existence in the future is depending on its strengths, weakness, opportunities and threats
analysis:
Strengths:
1.Available input materials
2.Low production cost
3.Technological and marketing knowledge
4.Strong distribution channel
Easy manufacturing process
Reasonable price
Weaknesses:
It is easy to copy the idea by others
Taste differ from the natural green coconut water

11. Green coconut water cannot be preserved for longer period
Opportunities:
1.Monopoly market
2.Large market
3.High demand
4.Might have a chance to get subsidies by Govt. to export
Threats:
1.High competition in future by copying the idea
2.Entrance of new product
3.Alternatives are avoidable in some segment
4.Uncertainty of launching a new product.
Competitor Analysis
The major soft drinks and juice companies of current market are:
 Pran Groups
 Starship
 Uro Cola
 RC Cola
 Coca cola
 Pepsi
 Acme
 Danish
 Foreign Products etc.
Distinct Competency:
These companies can try to entrance our market by launching new product lines to compete us. Yet,
we have distinct competitive advantage. That is our product is still brand new. The other companies will
take sometimes to enter into the market. Till then we can have a monopoly market condition. The other
advantage that we have is lower price. We will sell products in reasonably lower price then other
competitors do.
Strategies against competitors:
To compete with the major competitors, we can adopt the following measures:
 Providing the best service to create high customer satisfaction

12.  Reasonable and acceptable pricing
 Promising and providing top quality product
 Launching highly effective mass promotional activities
 Continuous innovation and modification of the products
 Creating and maintaining long term customer relationship
 Creating “Brand Loyalty” among the target consumers
Market Plan
Pricing Strategies
We have decided to set a reasonable price for our product when we will develop it. We considered
many factors in setting the pricing policy. We will describe a six-step procedure:
Setting the pricing objectives:
Our company has decided where it wants to position its market offering. We have chosen our objective
to maximize market share. We believe that a higher sales volume will lead to lower unit costs and higher
long-run profit. We have set the lower price because we assume that the market is price sensitive. Our
overall objective is to capture the maximum market share by setting lower price.
Determining Demand:
Each price will lead to different level of demand and therefore have a different impact on company’s
marketing objectives.
Estimating costs:
We have estimated the cost and want to charge a price that covers the cost of production, distribution
and selling the product, including a fair return for its effort and risk.

13. Types of cost and level of production:
There are two types of cost: a) fixed and b) variable. In our new product development project fixed cost
is 2,00,00,000 taka. Fixed cost includes- machinery, yearly bills, and salaries of employees and so on,
regardless of output.
There are some variable costs like-cost of bottle, packaging and so on. These costs tend to be constant
per unit production. We have estimated that per unit variable cost is Tk. 7.3 for 250 ml, Tk. 14.6 for 500
ml and Tk. 26.4 for 1 litre.
Break Even Analysis
With a fixed cost of tk 20000000 and Average variable cost tk16.10.Company determined average price
for selling tk 34.67.The break-even point quantity is 1077006 units.
Analyzing competitor’s costs, prices and offer:
We have analyzed our competitors’ price and found that Pran charges tk.20 for 250 ml bottle, Starship
charges tk. 20 for 250 ml Pac.
Selecting a pricing method:
We have chosen the target costing method to set price for our product; pricing that starts with an ideal
selling price based on customer considerations, then target cost will ensure that the price is met.
Promotional Strategies:
To acquire a strong position in the market, we need to give special emphasis on effective promotional
activities. In order to get the maximum market share we will have to use all four tools of marketing
promotion. Specially, advertising through mass media will support us a lot.
Advertising:
We initially will give more emphasis on paper ads and TV commercials. Because, advertising through
these media is the most effective way to reach the customers and position our product in their mind.
We are anticipating that this will have a massive impact on the teenagers and other enthusiasts. Few
neon signs and bill boards of “Niro” also can be set up in some core points of the city. We hope to
reach 75% of our customers through effective advertising.

14. Personal Selling:
Though personal selling skill is not that much effective for convenient products like “Niro”, we will
inspire and train the sales persons of the retail stores to convince people to buy our product when
they will come to buy any drinks item. The sales persons will inform the consumers about the cool
refreshing taste of “Niro” and about the nutritious aspects. We hope that will play a significant role to
increase our sales.
Promotional Tools:
We have also planned to apply some promotional tools. Initially for sometimes we will distribute our
product at 50% discount just make our new product familiar with the customers. This will be the
market-testing period for our product. Later, we may apply the strategy of giving gifts, lucky coupons,
tour tickets depending on the market and competitive situations.
Public Relations:
We have future plans to hold seminars, commit social development, supporting social activities, to
arrange cultural functions and mobile game shows for publicity purpose.
Distribution Channel
In the initial stage, we will distribute the products with our sole distribution channel. When our market
will spread out, we will distribute our products through dealers. We will set our own outlets in few core
market positions. When we will go for mass marketing, we will supply our product nationwide through
dealers. Our dealers will take the products to every district of the country. “Niro” will be available in all
retail stores of the country.
Services
As we are targeting to the top most customer satisfaction and building long-term customer
relationships, there is no alternative for us rather than providing top quality service. Giving the
customers timely and instant quality service is our primary concern. We even planned to open few
customer service centers where will response to customers’ interactions. We will collect information,
suggestions, ideas and opinions of the customers through these centers and will innovate and modify
our product accordingly. We also will change any defected product.

15. Manufacturing and Operations
Locations
We will set our manufacturing and other working areas in convenient locations. We will prefer the
locations to set up our manufacturing firms, warehouses and inventories in different core business
points of the country where it will be easier to both collect the raw materials and transport the final
goods to the market.
Human Resource
The board of directors will be responsible for the recruiting activities. Recruiting will be done through
written tests followed by interviews.
Technological Aspects
To create and innovate new quality products we need to use advanced technology. We need high
tech machineries imported from the foreign countries. Not to mention, skilled people to operate them.
We have already studied all the technical aspects and prepared a list of instruments and their costs.
The machinery will be collected when required.
Financial Analysis and Documentation
Sales Forecasting
The following Table and graph show our expected sales for the coming five years:
Expected Sales(Per year) 250 ml. Bottle 500 ml. bottle 1 Litre bottle
First Year 4000000 4500000 1500000
Second Year 4500000 5000000 1700000
Third Year 5500000 5800000 2000000
Fourth Year 6000000 6500000 2400000
Fifth Year 6300000 6700000 2500000

16. Profit and Loss Projection
For 250 ml.
Item Year 1 Year 2 Year 3 Year 4 Year 5
Total Sales 44440000 49995000 61105000 66660000 69993000
Total Cost (45200000) (48350000) (54650000) (57800000) (59690000)
Total Profit (760000) 1645000 6455000 8860000 10303000
Tax 40% — 658000 2582000 3544000 4121200
Net Profit (760000) 987000 3873000 5316000 6181800
For 500 ml.
Item Year 1 Year 2 Year 3 Year 4 Year 5
Total Sales 75015000 83350000 96686000 108355000 111689000
Total Cost (76700000) (83000000) (93080000) (101900000) (104420000)
Total Profit (1685000) 350000 3606000 6455000 7269000
Tax 40% — (140000) (1442400) (2582000) (2907600)
Net Profit (1685000) 210000 2163600 3873000 4361400
For 1 Litre
Item Year 1 Year 2 Year 3 Year 4 Year 5
Total Sales 54000000 61200000 72000000 86400000 90000000
Total Cost (56600000) (61480000) (68800000) (78560000) (81000000)
Total Profit (2600000) (280000) 3200000 7840000 9000000
Tax 40% — — (1280000) (3136000) (3600000)
Net Profit (2600000) (280000) 1920000 4704000 5400000

17. Controls
We are planning tight control measures to closely monitor quality and customer service satisfaction.
This will be enable us to react very quickly in correcting any problems that may occur. Other early
warning signals will enable us forecasting the monthly sales and monthly expenses. Given that
market’s volatility we are developing plans for certain changes and competitions.

18. .