Soyapro is launching a soy milk product in Gujarat, India. Their marketing plan involves segmenting customers in urban Gujarat over age 20 from middle-high income groups, especially gym-goers and those with high cholesterol. Initial demand forecasts project monthly sales of 299,145 liters within six months. Pricing is set at a 16% discount to competitors. Promotion will include health camps, events, print ads, billboards. Sales are forecast to increase 10-5% annually over three years, reaching 1.19 million liters in the third year. Breakeven sales are projected at 1.12 million Rs. per month. Implementation milestones include research, promotion, expanding distribution over

1. A MARKETING PLAN ON SOYMILK
Soyapro
-Drink right, be bright!
Presented By-
Phoenix
Bharat Parmar
Disha Meshram
Mamta Mourya
Prashant Kumar Kanaujiya
PritiMala
Sanjeev Kumar
SoyaPro
Drink right, be bright

2. Situation Analysis
• Abrupt increase in body cholesterol due to Fast food
consumption.
• 14-15 % of Indian population is affected with high BMI.
• 60% of deaths in India due to Non Communicable Diseases.
• Most beverage contains high fat or high calorie content.
 Need Identification
• Need of Low saturated fat and low calorie, but high protein
containing beverage.
• Natural and Low price beverage.
• Substitute of soft drinks and chemical nutrient supplements.

3. Market summary
• Indian Market of 700 crore for nutrient beverages.
• Market Growth rate 10-12% per year, with CAGR 50%.
• 52.5 million litres produced per year in India.
• Substituting market of fruit juice, cow milk, soft drink and
toned milk.
 Product Characteristics
• Soybean extract, free from cholesterol, and less calorie .
• Containing Omega 3,vitamin B and D and 6 gm protein per
250 ml.
• 50 % more calcium than dairy milk.
• Available in major flavour, packaged in tetra pack.
• Unique selling point- 100% free from beany flavour.

4. Analysing Environment
• People were less aware about benefit of Soymilk.
• Increasing awareness as Entry of National and International
players in market.
• Increasing Government and NGO’s efforts.
• Till 2017 the consumption will be doubled.
 Analysing Competition
• Competition from Cow milk, soft drinks, toned milk, fruit juices
and other player in Soymilk Industry.
• Market player Increase from 50 in 2000 to 400 in 2014.

5. NAME STRENGTHS WEAKNESSES
Staeta Promotes healthy lifestyle and
alternative staple food
Only 1 litre packaging available
Sofit high brand value as marketed
by Godrej;
Marketed only in selected
outlets without any advertising
Silk Available in many flavors. More focus on taste rather than
health.
Soy Fresh Meets the US FDA heart health
claim.
Very expensive.
Regional
players
More emphasis on regional
spread at a cheaper rate in
localized areas
Often they compromise in
quality while trying to sell at a
cheaper rate than the
competition market rate.

7. Market segmentation
• Geography:- Urban Gujarat having population more than
0.5 million.
• Demography:- More than 20 yrs. of age, and middle and
high income group.
• Gym going and high concern for physique.
• High Body cholesterol containing people, mainly affected
with diabetes and heart diseases.

8. Demand Forecast
Survey in Three cities.
35 cities in our target geography. Average sell of soya
milk (in litres) per month =27, 19,500. Targeting 10 %:-
Supply channels Total Points of
sale in three
cities
Covered in
survey
Average
Prospects per
day per point
Avg. packets of
200 ml sell per
day
Total packets of
200 ml sell per
month
Hospitals 400 12 10 4000 1,20,000
Gyms 350 10 5 1750 52,500
Retail stores
(selling soya
milk)
Approx. 900 12 8 7200 2,16,000
Initial demand forecast (total litre
of soya milk sell per month)
Demand After Six months with 10
% increase
2,71,950 2,99,145 litres

9. Demand forecast continue….
• In coming 5-10 year the soya protein consumption will
increase from 50% to 80% gradually.
• Patients of high cholesterol are increasing at 13-15% per
year.
• 0.37% people go to fitness centre, increasing with 15%
rate.
 Positioning
• Healthy beverage for body fitness, and as protein
supplement.
• Family nutritious caretaker.

10. Pricing
• Mark up pricing strategy, 30 % mark up on cost.
• Cost of producing 1 liter of soymilk is INR 53.39.
• 16 % less than competitor’s price.
Promotion
• Health check-up camp, free distribution at some sport events.
• Total initial promotional expense=6,25,400.
• Advertising on print media, billboards.
Margin Price per
litre
Price
per200ml
Price per 500ml
Price for
Distributor
30%(of company) 77 15.4 38.5
For Retailer 20%(of Distributor) 92.4 18.48 46.2
For customers 12%(of retailer) 105 21 53

11. Advertising Expense
Advertising
channel
Name Duration frequency Time Coverage Size cost
Newspaper Gujarat
samachar
2 month 3/week Sunday,
Saturday, and
Wednesday
whole Gujarat
8,54,097
circulation
daily
63 cm2
4300 Rs per
day
I.e. 1,03,200
for two
months
Billboards Prithvi
Associates
6 month 3 in each
city
- Hospital,
railway station
and city centre
20’x10’ 2400*3=
7200
Pamphlets Once in
month
1 in other news
paper
Gujarat
(10,00,000)
per day
256 cm2 .50 rs per
copy, Total
cost =
5,00,000
Health
magazine
Health and
Ayurveda
2 month 2 Monthly All Gujarat 4.5*3.5sq
cm, half
page
7500*2=
15,000

12. Sales Forecast
• First method as per number of people going to fitness centre
• Second method for sales estimation as per total number of people
having high cholesterol content in urban area of Gujarat
Total
urban
population
Fraction
people
going
fitness
centres
Number of
Potential
Customers
Demand
Estimate
per day (
10% of
potential
customers)
Demand
Estimate
per
month(in
terms of
200 ml
packet
sell)
Demand
estimate
in first
year
Demand
estimate
in second
year( 10
%
increase)
Demand
estimate
in Third
year(
5%
increase)
25700000 0.0037 95090 9509 285270 3423240 3765564 3953842
Total
Population
Fraction
people
Having High
cholesterol
Number of
Potential
Customers
Demand
Estimate
per day (
1% of
potential
customers)
Demand
Estimate
per
month (in
terms of
sell 200ml
packet )
Demand
estimate
in first
year
Demand
estimate
in second
year(
10%
increase)
Demand
estimate in
Third year(
5%
increase)
25700000 0.11 2870000 28700 861000 1,03,32,0
00
1,13,65,20
0
1,19,33,460

13. Expense Forecast
• Total Initial Fixed Investment :- 91,84,000/-
• Working Capital per month:-
• Cost per litre of milk production
1. Salary & Wages 4,24,000/-
2. Raw Materials 14,32,315/-
3.
Other Expenses ( Including promotional
cost) 12,00,000/-
Total: 30,56,315/-
Variable cost per litre sale 13.331567
Fixed cost per litre sale 40.06037
Total cost per litre 53.391936

14. Break even Analysis:-
Total Daily Demand 38209
Total monthly Demand 11,46,270
Total Yearly Demand 35,09,340
per Unit Quantity in ML on daily basis 200
Total Quantity to be produced in litres/day 7,641.8
Total Quantity to be produced in litres/month 2,29,254
Total Quantity to be produced in litres/year 27,51,048
Mark up price per litre 76.274195(=77) Rs.
Amount of Soya Milk to be produced :-

15. • Daily sales
• Break even sales volume = Fixed cost/ (Price per litre-
Variable cost per litre)
• Break even sell’s volume is =1, 45,894 litres of milk. The
Breakeven sale will be 1, 12, 33,838 Rs.
Total Daily Sale in INR (with Unit price 77) 5,88418.6
Total Monthly Sale in INR (with Unit price 77) 1,76,52,558

16. Implementation Milestone
• Control:- Depending on the sales of first year and data of sales team control
measure will be taken
S.NO. ASSISTANCE REQUIRED DATE OF IMPLEMNETATION
1 Marketing 2015
A) Research January
B) Analysis January-February
2 product promotion March
3 Channel April-May
4 transport of Soyapro may
5 Market growth and demand October
2016
6 Covering of whole Gujarat January
7 Survey and consumer demand May
8 Covering nearby states December