A Marketing Plan of Jack Fruits juice in

Bangladesh
Prepared by:
Name

ID No

Md. Adnan Abdullah Tamim

132200065

Md.Nazrul Islam
103200029
Md. Adnan Kabir
123200028
Course Name: Principle of Marketing
Course Code: MKT-201
Section-3
Prepared For:

Md. Ashaduzzaman

Assistant Professor
Faculty of Business Administration
Submission
Eastern University
2/28/15

Date: 14.12.20
1

New Product

New product is Jack fruits juice in Bangladesh.

Product Description
Jack Fruit
Jackfruit is a large, oval-shapedtropical fruit

that resembles durian but is usually larger.

It is considered as the largest fruit growing
from a tree, reaching 80 lbs or 36 kg in
weight.
The fruit is enclosed by a thick, spiky green to
yellow skin/shell that covers clusters of fruit
parts that each contains a single seed.
2/28/15

1.1 Product Portrayal

This is the unique juice in the market in packaged

form.
It offers fully natural juice.
Price is relatively low according to its quality.
It collects juice from good quality sugarcane.
It uses modern technology to refine it.
High quality graphics are used in the packet design.
2/28/15

1.2 Product Profile

Name of the Product: Jack Fruits Juice

Type of Product: Juice of Jack Fruits
Estimated Durability: 09 Months from date of manufactured
Machinery used: Advanced technology imported from
USA, UK and China
Overall, the company of Jackfruit juice Brand the slogan is- Real

Test of Desi Juice

Categories of products: There are 4 size of juice we are proposed for
lancing. They are:
Junior Juice Pack (120ml)
Normal Pack(250ml)
Contemptible Pack (500ml)
Family Pack(1ltr)

2/28/15

1.2 Product Profile (Cont)

Raw materials of juice: The main raw material for our juice
is fresh Jack Fruits.
The other materials are:
Jack Fruits
Water
sugar
Xanthan Gum
Citric Acid
Vitamin A
Vitamin C
Sodium Benzoate
Approved Preservatives
Natural Identical Jack Fruits Flavor
2/28/15

2. Market Research and Analysis

During the initial phase of the marketing plan

development, several focus groups were held to

gain insight into prospective customers.
These focus groups provided helpful advice for

product quality and designs.

An

additional source of dynamic market

research is a feedback mechanism based on a
suggestion card system.

2/28/15

2.1 Market Description

Marketing positions of Jackfruit juice are

primarily aimed at increasing market share and

establish the brand more dynamically.
To implement the strategy we considered a

unique product strategy and an extensive

promotional strategy.
Proper

packaging, positioning, pricing and

distribution strategy will also assist us to
execute our strategy.

2/28/15

2.2

Market Segmentation and

Targeting

Market Segments
A market segment is a group of people or

organizations sharing one or more characteristics

that cause them to have similar product and or
service needs.
We segmented our market according to the basis

of age, income, & weight.

2/28/15

2.2

TARGET MARKET(Cont)

Demographic Segmentation
Age
: Above 5 years
Income : Above Tk. 20000.
Psychographic Segmentation
Social Class : Upper-Middle income group
Life Style
: They consume it for different taste and healthiness.
Behavioral Segmentation
Occasion
: Regular, Special Occasion
Benefits
: Healthiness, Energetic
User Status : Potential
Geographic Segmentation
Country : Bangladesh.
Density
2/28/15

: Urban, Suburban, Rural.

9

2.2

Target market and projections

A marketer can rarely satisfy everyone. Not everyone likes

the same thing. Therefore marketers start by dividing up the

market into segments. They identify and profile distinct
group of buyers who might prefer or require varying product
and
service
mixes
by
examining
demographic
psychographic, geographic, technological and behavioral
differences among buyer.
Target Market:
Health Conscious - 36%
Sick people - 48%
Tourist 4%
General people - 12%
2/28/15

10

2.2
Market Needs:
Cont.
Jack Fruits Juice company wants to satisfy its

customers need. Thats why it is important to

identify the market needs. Our first consideration is
to provide the best product to its customers. Thats
why we offer different sizes of bottle with different
prices for its different segment of customers.
Junior Juice Pack (120ml)
Normal Pack(250ml)
Contemptible Pack (500ml)
Family Pack(1ltr)
2/28/15

11

2.2

Cont.

MARKET SHARE
Juice of Jackfruit is expecting market share 10% within five

years of juice market. It is expected to increase sales over the

next few years because the market is expanding. The primary
buyers are upper middle income group, aged above 5 years,
who are conscious about their health. As it is processed and sold
in the open place without maintaining hygienic environment, it
is not preferred by all. For this reason the Jackfruit juice in
box package has a large potential market.

Market size of Branded Juice in 2020 :Tk.20million

Market growth rate
: 10%
Jackfruit juices expected share : 10%
Expected market size :Tk. 25million
2/28/15

12

Cont
2.3 Competitive Analysis :
Current Market of juice is very competitive.

Large numbers of local companies are

operating in this market. Besides those
companies, many new companies are also
ready to enter into the market. Among those
companies only a few are holding the majority
of the market share. Major players are also
trying to expand their product range in this
market to tab different market segment.
2/28/15

13

2.3.1 SWOT Analysis:

Strength
Unique Product
High Quality
Availability of raw materials
Natural and The Product has a great nutritional

value.
Well distributional channel
Skilled management system
Weakness
Longevity (1 months)
lack of experience
Shortage of capital
Small scale production
2/28/15

14

2.3.1 SWOT Analysis: (Cont)

Opportunity

Threats
Existing juice company and Strong
competitor

Tax imposes- Because this juice is

a new item in the market, the
government may impose high tax.

New law regarding food

marketing
Weak infrastructure
Public unconsciousness about the
food value of Jackfruit juice
Political instability
Lack of subsidies and Price wars
with competitors .

Huge potential market

Favorable public

attitude

Opportunity to export.

High demand And A

developing market
A market vacated by
ineffective competitor

Favorable government
rules and regulations.
2/28/15

15

Strategies Against Competitors

To compete with the major competitors we can

adopt the following measures:
Providing the best service to create high

customer satisfaction and discount

Reasonable and acceptable pricing and give
prize offering of limited time
Promising and providing top quality product
Launching highly effective mass promotional
activities
Creating Brand Loyalty among the target
consumers
2/28/15

16

3. Market Plan
Pricing Strategies

Acceptance of product
Maintaining market share
Earning profit

3.1.1. Setting the pricing objectives:

We know that in Jackfruit juice current market is sold in unhealthy

condition. So the original food value of Jackfruit juice is destroyed.

By considering the situation the company wants to give the consumer
the juice in healthy format. Thats why the company introduces the
Jackfruit juice in packet. Since the company enters into the juice market
which already has enough competitors, the company follows the
competitive pricing strategy.
Earn an annual rate of return on investment of 10 % after taxes

over the next five years.

To achieve break even quantity within two years.
2/28/15

17

Market Plan (Cont.)

3.1.2. Determining Demand
3.1.3. Estimating costs
3.1.4. Types of cost and level of production
3.1.5. Analyzing competitors costs, prices

and offer
3.1.6. Selecting a pricing method
2/28/15

18

Market Plan (Cont.)

Promotional activity:
We make promotional activities for our product in different

school, college, various quiz competitions, debates, and so on.

Advertisements will be given in television, radio, internet,

magazine, newspapers, and billboards. Advertising themes will

be changed with time and promotional activity will be carried
out to generate the consumer.

In different occasion we will open special sales center where

attractive point of purchase display would be arranged to create

positive image in consumers mind.
We will provide different incentive to our distributor.
2/28/15

19

 3.2.2 Personal Selling

3.2.3 Promotional Tools

Consumer Promotion
Coupons
Premium
Patronage reward
Giving presentations
Public Relations:
On verity type of occasion like on Eid day, Puja, Christmas day we can
celebrate band party. We have future plan to hold seminars, commit
social development, supporting social activities, to arrange cultural
functions and game shows for publicity purpose.

2/28/15

20

Distribution Channel
In generally there are different types of

marketing distribution system. Consumers are

able to buy the products from different market
place. All these distribution strategies are
consists of producer, wholesaler, retailer, and
finally to the consumer.

Our distribution channel:

Production
plant

2/28/15

Distributor

Retailer

Consumer

21

Services and warranties

For long term relationship we have to provide

best product for the customer .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 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.
2/28/15

22

4. Manufacturing and Operations

4.1 Locations
Location analysis is very much important for the business enterprise. We want

to establish our production plant in Rupgang, Narayanjang, Dhaka.

4.2 Human Resource
4.3 Technological Aspects

Machineries used in production:

We will use different machineries in our production plant to make our

production process speedy &easy. Here we mention some name of machines

which is used in our production plant:
Juice extortion machine
Pasteurizer machine
The juice mixing Machine
Bottle washing, filling, machine
2/28/15

23

5. Financial analysis and Documentation

For the first few years it would be very hard

for us to perform marketing activities

because, our targeted consumers are not
aware about our product or our brand.
So for the first few years we have to spend a
lot for the marketing activities of our product.
For the first 3 years for marketing and
promotional activities we plan to expense
1500000 taka.
Ms word and excel we will keep document for
future and online in our website and also keep
hard copy for legal and advertising issues .
2/28/15

24

Conclusion
A marketing plan is a plan which outlines a

company's overall marketing efforts and marketing

plan may be a part of an overall business plan.
Building a new brand or product needs huge
promotional activities. To introduce a completely
new product or brand it needs effective and future
oriented sequential steps.
In case of this plan all the necessary steps has
been outlined in a systematic manner.
The things shown are designed in such a way that
is able to grab the attention of the present
customers of other products.
2/28/15

25

2/28/15

26