Assignment of product and brand management

Report on:- Marketing plan for TETRA PACK SUGAR CANE JUICE

Submitted by:- Submitted to:-Name: Khalid Gowhar Ahmed. Mr. Pradeep BawaCourse: MBA (IT).Roll no: A-08.Section: RQ3104.Date: 25-09-2012.

Tetra pack sugarcane juice IntroductionSugarcane Juice is a Marketing idea that deals in product. My product is sugarcane juice in tetra pack packaging. Sugarcane juice is widely used in summer season because it is good in taste and low in cost. But problem with this is that it cant be preserved for long time and is available in the market as un-hygienic drink because only raday walaas sell the juice still people are preferring it because of its medicinal as well as freshness value. In India no company has launched sugar cane juice till now in tetra pack. The methodology used in India is quite old and so many people dont go for this sector because the risk of the low shelf life. So i have decided to launch a sugar cane juice because sugar cane juice is natural sweetener, so it can be sold with a little additional processing we can also make flavors as a ginger, lime juice, mint, cardamom, etc. Fresh sugarcane juice has no preservatives, however its tendency to turn black from oxidation soon after pressing is very high, so to secure from oxidation I will come in the market with tetra pack type of packaging. 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. I personally see that there are 2or 3 raday walaas who are selling unhygienic sugar cane juice in front of l.p.u main gate but students are still drinking .so it is a good opportunity for our product to penetrate the Indian market as demand for the drink is quite high.

Executive Summary

This report explains the marketing plan for launching a sugarcane Juice name Cane-O- Cool RUS-SIP. This product has been made by the Khyber Private Limited(one of relatives renowned industry in Kashmir) which is presently dealing in agro foods. In the very beginning of the report i have explained the mission and vision of the Sugarcane juice and then i further carried out our activities to achieve our goals and objectives. It will be introduced in the market with the help of various promotional displays, advertisement and distribution of free samples to the general public and financial institution. This report examines that this product is initially launching in Whole India domestic market. For this purpose i have conducted SWOT analysis of the company to see the companys strengths, weaknesses, opportunities and threats. Then i have explained the purposes, benefits and objectives of our product. After that i have made marketing strategies for our product. I have divided market into different segments and decided to target the male, female, youngster, mature and old age people and have also paid special attention to the packaging, color and price of the product. Initially I have decided to place the product in all the markets of north India and then to cover whole India. The promotion of the product is through electronic media, print media, and outdoor sources and there will be conduction of a market survey in future to know the opinion of public about our product and develop our product accordingly to our customers changing needs and demands.

VisionTo evolve as one of the best Producer of quality sugar cane Juice which is organically, grown extract juice scientifically and serve a totally natural and hygienic DESI refreshment in our country and continue to retain the position, by improving the quality and bringing the innovation in our product, to meet the customer changing needs. So we can increase our profit. Mission StatementTo refresh the people of all the ages with our product. We want to be at the top in the field of juices and breweries Tag Line: Fresh Juice and Healthy Life

Goals and ObjectiveThe objective is divided into different parts. First year objective is to capture 8% market share of juice industry with sales revenue of minimum 3crore and net profit of 2 crore. 2nd year objective is to obtain 18% market share with sales revenue of 20 crore and net profit of 15 crore. And on fifth year our market share will focus on 30 %. In the market. Continuous growth in sales Increase the seasonal sales volume Improve the companys image Delivering the good quality and taste to the consumers at a fair price Issue: Our main issue is about the perception of people about the sugarcane juice, building brand is very difficult due to perception because they will think that it is easily available in fresh form then why to buy it in tetra pack. We must invest heavily on promotion of juice and also marketing plan will change time to time because we are new in the market so we have to create awareness in the customers about our product and to attract them.

Industry Analysis: Fruit juice industry coupled with beverage industry in one of the largest industrial sectors in India, growing at a robust rate of 47% Change in urban lifestyle Natural Drinks preferred to Carbonated Soft Drinks Lack of packaged sugarcane juice due to lack of technology. But recent advances in technology has made it possible as seen in Middle East India is second largest producer of sugarcane in the world after Brazil Freshly extracted sugarcane juice is very popular in India which is served alone or with ginger/ lime extracts

Situation Analysis:A. Target Market Summary

All health conscious individuals Students at every level (From school level to universities) Employees who work the entire day in hot conditions. Households and passengers. All the above targets are assumed to be living in hot, dry weather conditions.

Market Demographics

Market Needs In summer people of all ages take soft drinks and juices to quench their thirst .Sugarcane juice in tetra pack is highly demanded by customers because it reduces the thirst and it is useful for healthy life because it is hygienic and pure. So when it is easily available at affordable price everywhere customers will prefer Sugarcane juice over soft drinks because it has no side effects and it is safe.

Market Trends In target market there is trend of soft drinks and juices. People consume juices to have a fit life and serve their guests as well. Also because juices are hygienic and nutritious and have a good taste then soft drinks. In summer its usage is more so the availability should be increased to meet the demand of customers. Market Growth Juices market expands very fast .A new research proves that in future (2015) every person will use 85.5 liters juices per year.

B. Swot Analysis: Strength First mover Advantage: We have introduced sugarcane juice in tetra pack for the first time. So it is an advantage for us to make more customers than other new competitors because till the time they take to enter the market, the customers will be used to our product.

Quality Conscious: Rus-sip produces a good quality products. It does not compromise on quality.

No competitors: We are the first ones to introduce sugar cane juice in a tetra pack and serve the market.

Weaknesses

Storage ability: Rus-sip juices cannot be stored for long time. Loyalty: There are competitor s who are already dealing in juices and beverages, hence consumer s are loyal to the brand that is available in the market, attracting them towards our brand will be a challenge.

Opportunities

New flavor: We can introduce flavored sugarcane juices. E.g., mint and ginger flavor etc. Export: We can export our product to foreign countries in order to earn more profit.

Global hub: Manufacturing of some products is cheaper in India, hence it is known as the global hub.

Support foreign investors : Government supports foreign investors to invest in India. Threats Government Regulation: They face a lot of problem if the government charges them taxes which force them to raise the price of their product.

Increase in competition: There is a large competition in the juice market

Entry barrier: There are not many entry barriers, hence increase in competition. C. Competition Overview:

Manufacturers and producers of: Aerated drinks Branded and unbranded fruit juices(coke and pepsi) Fruit based milk drinks Natural mineral water Fruit shakes Branded and unbranded coconut water

D. DISTRIBUTION CHANNEL OVERVIEW

MANUFACURER

DISTRIBUTOR

RETAILER

Marketing Strategies 1. Positioning strategy :Branding is the heart of marketing strategy. It is the act of designing the company offer and image so that it occupies a distinct and valued place in the target customers mind. Sugarcane juice is very beneficial for health and provides refreshment. As we are launching sugar cane juice in tetra pack, so we want to create positive and long lasting image in the minds of customers that we are providing hygienic juice because we are also introducing new flavors like mint and ginger etc. Point of parity Different flavour,Tetra packing Point of difference 100% pure juice

2. Product strategy

Core benefit: Core benefit means the services and benefits the customer is really buying. Our customer fulfills its need of thrust and refreshment by buying our Rus-sip juice. Basic product: It means what specifically the actual product is. Our actual product is juice Augmented product: Products that include design, features and packaging that go beyond consumer expectations and differentiate the product from competitors. Our juice taste and flavour is according to the customer expectations because we provide 100% pure juice. We have no compromise with quality

Following things include in the sale of product,

Design: The design of sugarcane juice that it will be in attractive and stylish tetra pack in following size,

250ml 500ml 1000ml Features: The features of our product are, Useful for healthy life Good in taste Help to digest food

Packaging: Our product will be in tetra pack which will be attractive and eye catching.

3. Pricing strategy The price of the product can also influence the buying behavior of the consumers because in India there is different level of classes based on the income difference so price is the one of the important factor, so we must set the price of the product that is afforded by all the social classes of the region. So we use penetration pricing strategy. Also the price will depend on the flavor chosen and the local taxes of the corresponding state. Price will be clearly printed on the package Price Structure (Consumer price) 250m Rs18. 500 ml Rs 30. 1000ml Rs 60. 4. Channel of Distribution The place of the distribution and availability of the product also influence the buying behavior because if the product is in reach of the consumer he will prefer it and if it is hard to find the product in the market he will never buy that product. So we will provide our product to all the distributors and they will provide it to famous retailers. Because of this our product will be available at more shops and our sales will increase.

5. Promotion strategy:

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 thorough fares in big cities. Billboards will be our most permanent and long lasting form of advertisement.

Promotional Vans Promotional vans would be deployed on public places which would distribute sugar cane juice for free giving out the message of being an instant energy drink. This campaign of free sampling would last for three months at least in order to make people aware of the benefits and the attributes.

6. Marketing Research(R & D) After analyzing the demand and need we have developed a product sugarcane juice in tetra pack. In marketing research we analyze about the demand and trends of market as well as about customers. The product concept defines the purpose of the product, its suitability and business advantages for the envisaged market.

7. OVERALL BUDGET; The budget for the project is nearly 2crore.now It has been allocated to different sections.Method of allocation;Creating an annual budget costs an amount of 2 crore.one half that is 1crore for building plant and machinery and rest will be allocated in the following manner:

AllocationOf budget on other uses Product(R and D)AdvertisementexpensesSale expensesDirectMarketingPublic relation

1crore20lac40lac20lac10lac10lac