Académique Documents
Professionnel Documents
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MD. Mahabur
1 1420743
Rahman
2 MD. Kamrul Hasan 1420943
3 MD.zoeb Hasan 1420656
4 MD.Imran Hossain 1421019
5 Nazma Akter Peury 1420779
6 Laila Shams Faria 1420544
REPORT ON MARKETING PLAN OF ACME
SUGARCANE JUICE.
Introduction:
Since 1954, The ACME Laboratories Ltd. has been doing their operation in
Bangladesh and today, it is one of the most successful business
conglomerates having sister concerns and investments in various sectors
in lot other areas in Bangladesh.
The sugar cane juice has several health benefits and medicinal properties
most of which remains unknown to the masses. It has direct effect on
digestive system and it contains nutrients which are healthful for life. It
strengthens the stomach, kidneys, heart, eyes, and brain and sex organs
.The juice sucked from the sugarcane can prove highly valuable in case of
weak teeth due to lack of proper exercise resulting from excessive use of
soft foods. It gives a form of exercise to the teeth and makes them strong. It
also keeps the teeth clean and increases their life.
Product overview:
Product overview includes categories of product, raw-materials of product
and also the nutritional value of the sugarcane Juice.
Categories of products: There are 4 size of juice we are proposed for
lancing. They are:
Raw materials of juice: The main raw material for our juice is fresh
sugarcane .
The other materials are:
sugarcane
Water
sugar
Xanthan Gum
Citric Acid
Vitamin A
Vitamin C
Sodium Benzoate
Approved Preservatives
Flavor (ginger, lime, mint leaves)
Hygienically extracted
Rich in salts
Contains 15% natural sugar
Low glycemic index
No artificial sweetener
Rich in carbohydrates, vitamins and roughage
Low calorie juice with medicinal properties
Benefits
Market Description:
We have more clear and specific information about the market and we are
also aware of the customer demand and choices. Based on our Research
and Development department we are strictly determined to serve our
customer needs and wants with a totally new taste of juice like ACME
Sugarcane Juice. We are going to launch our new product for five groups
of people. They are shown graphically below:
Geographic:
Urban areas.
Densely populated regions.
Demographic:
Psychographic:
Behavioral:
Food Value:
The juice is extracted from the cane by pressing it through iron rollers. It is
nutritious and refreshing. It contains about 15 per cent natural sugar and is
rich in organic salts and vitamins.
Originally, sugarcane was grown solely for chewing in the pacific and South
Eastern Asia, a custom which has now spread throughout most of the
tropics. The juice can also be used for Drinking or sweetening. In hot
summer days, it forms a soothing drink. A little lime juice may be mixed in
the juice to improve its flavor.
Strengths Weaknesses
Strong brand name Private limited company
High customer loyalty Sugarcane-Vita juices not store able for
Strong relationships with Stakeholder long time.
Excellent, stable and trained staff for Too many existing competitors.
customer service. Less product classification
Strong merchandising and product Challenges of the seasonality of the
presentation. business.
High quality machineries. Challenges of preservation.
Raw materials are available in our country. New in the market.
Opportunities Threats
Entrance of new product
Completely new test in soft drink market. Less awareness about the value of
High growth rate in our target market. Sugarcane Juice
Change in container or product classification There is large competition in juices market.
Existing channels of our existing product can Unfavorable Govt. regulation
be used. High processing and packaging cost.
Increasing sales opportunities beyond whole
country
Other competitors of soft drink companies
same produce same type of drink.
Economic, political and technological factors
of the country may be threatening for our
product.
New entry of similar soft drink company
Review of Competition
Coca-Cola
Pepsi
Pran
R C Cola
Virgin
Aarong
Objective:
Critical Issues:
As the product is new and innovative, the company has to consider some
critical issues, which are as follows-
The products sales growth will be slow and our company may face loss in the very first
year of their operation. Thus the company has to hold the products position for first 12
month, which is admirable.
As the product is new in the market, it will take too much time to stay in the heart of the
consumer and the beginning consumers will be innovators. Thus attractive and effective
marketing will be needed to attract, grow, and retain the customers.
The marketing objectives will be to create product awareness and trial.
The company must use heavy sales promotion to entice trial that is matter of investing
huge amount of money.
The products cost per customer will be high, as the product is lunching initially.
Product quality.
Product price.
Superior test.
Mission
Marketing objectives
The marketing objectives of the company for the product are as follows:
Financial objectives
A growth rate in sales of 15% for the year 2010, to total excess of Tk 30,00,000 in total
revenue
An average sale per business day in excess of Tk.120,000.
Reducing existing variable costs by 3% within the year 2010.
Target markets:
In summer session every kind of people with no age limit use this juice
because of unhygienic products most of the people avoid this. We will
specially target those kinds of people.
Positioning:
Positioning Statement:
For every individual, who wants a 100% natural product that offers
rejuvenation and freshness, the Sugarcane Vita is a packaged drink that
provides energy and refreshment at affordable prices, best quality and
value for your money.
Strategies:
The greatest objective is to establish our new brand in the industry. The
marketing strategy will seek to first create customer awareness regarding
the product and establishing connections with targeted markets and work
toward building customer loyalty and referrals.
The major marketing strategies are-
Marketing Mix
Sugarcane-vita Juice marketing mix is comprised of the following
approaches to promotion product, price, place, marketing communication,
marketing research(R & D) and customer service.
Price:
Pricing strategies are most important stage in marketing mix. As we are going to launch
a new product in the market, we do not have any idea whether the price would be
accepted or not by the customers. If we select extensively high price, customers will not
buy and volume of sales
will be very low. On the other hand setting lower price will not cover our costs. So we ha
ve to consider the following things in selecting price.
Acceptance of product:
As our product faces competition against both other juice and beverage drinks, price of
our product should be accepted by customers. Our product fulfills both juice needs and
beverage needs. For this extra utility we will charge higher price than our competitors.
NAME OF THE
COMPANY PRICE(120ml)
COCA-COLA 15
PEPSI 15
VIRGIN 15
RC Cola 15
ARONG 15
PRAN 15
If our product is accepted by customers in near future, more competitors will enter in the
market. So our price should be such that can protect our market share in the
competition period. Moreover we will need to lower the price to hold the market share at
the time of competition.
Earning profit:
As a business our main objectives is to earn profit. So we should not set any price that
will not cover the cost of the product. After covering the cost we set a profit margin for
our pricing.
Each unit would cost the customer between Tk. 10 to Tk. 15 depending on the
flavor chosen and the local taxes of the corresponding state.
Price should be clearly printed on the package.
Place:
Pure and tasty product package in attractive eco-friendly packages which are convenient
to use.
Packages would use attractive color schemes and would highlight the brand name and
the logo with all mandatory information about its nutritive value.
Different color schemes to be used for different variants mentioned earlier.
Promotion:
The promotion of the product i.e. the advertisement, sales promotion and other
promotional tools can change the buying behavior because some of the individuals
highly influenced by the advertisement of the product. We have decided to use
integrated marketing communication in which there will be blend of different marketing
promotional tools that will convey clear and consistent message of our product to the
customers. These Promotional tools are given below,
Newspapers:
Newspaper has the widest readership and circulation among our targeted market
these would carry most of the advertisements for the publication media. Also, the
print ads will be published in other much read newspapers like be designed, i.e.
half page and quarter page.
Television:
Tele commercials will be aired on sports channels and news channels as the
viewer ship of these channels is highly common among the targeted market.
Billboards:
Billboards will be placed at busy thoroughfares in big cities. Billboards will be our
most permanent and long lasting form of advertisement.
Promotional Vans:
The proposition must be so strong that it can move the mass millions, i.e., pull
over new customers to our product. Each advertisement must make a proposition
to the customer. Not just words, not just show-window advertising. Each
advertisement must say to each reader:
Pricing system
Marketing Organization:
Based on our organizational hierarchy
we have constructed a framework that
will help to manage and perform the
activities of our new product.
Control System
Framework:
First we will set our central office in
Dhaka. From there we will keep
contact with the local representative
through mobile call, SMS and MMS.
The responsibility of local
representative will be to deal with the producers, send a copy of the deal to the head
office and make sure that the producers are getting the right price. The payment of
purchasing sugarcane will be cleared through banks, post offices and using several
technologies.
We have two different ways to carry the product toward Dhaka office-
1. By Road
2. By Rail
Conclusion
The idea of sugarcane juice is new in Bangladesh. Our Sugarcane-Vita juice is an
innovative and new idea for marketing. Customers who are aware about their health
must accept our product. According to our marketing research(R & D), we see that our
product will be the best marketing product within a few years. We will achieve our
targeted market share and become the leader of the juice sector
References
1. Z. Dong et al.,A Nitrogen-Fixing Endophyte of Sugarcane Stems (A New Role for the
Apoplast), Plant Physiology, 1994, Vol 105, Issue 4 1139-1147
3. http://ethnic.vitasoy-usa.com/ethnic/images/pi_vitajuice_sugarcane.gif
4. http://www.scribd.com/doc/26821627/Nestle-Juices-Project
5. http://www.marketresearchworld.net/index.php?option=content&task=view
&id=484&Itemid